HomeMy WebLinkAbout11-09-2022 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
REGULAR MEETING
Wednesday, November 9, 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.
Tourism Business Improvement District Board Agenda for November 9, 2022 Page 2
CONSENT ITEMS
C.1 Minutes of TBID Meeting on October 12, 2022 and Special Meeting on October 26, 2022
C.2 Smith Travel Report
C.3 Transient Occupancy Tax (TOT) Report
C.4 Chamber Public Relations Monthly Report
C.5 Chamber Guest Services Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
C.7 Badger Branding Organic Social Report
PRESENTATIONS
1. SLO CAL WELCOME PROGRAM 20 mins
Melissa Murray of Visit SLO CAL will present the “SLO CAL Welcome” customer service
training module including the features, timeline and planned implementation.
BUSINESS ITEMS
1. 2023-25 COUNCIL GOAL SETTING PROCESS 20 mins
The Board will finalize the TBID input for the 2023-25 City Council goal-setting process.
2. TOURISM STAFFING UPDATE 15 mins
Tourism Manager Molly Cano will present a staffing update for the Board's review.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. PCC UPDATE – Meeting Minutes: October 12, 2022
3. VISIT SLO CAL UPDATE – Liaison Report
4. TOURISM PROGRAM UPDATE – Staff Report
ADJOURNMENT
The next Meeting of the Tourism Business Improvement District Board is scheduled for
December 14 , 2022 at 10:00 a.m. held at City Hall.
The City of San Luis Obispo wishes to make all of its public meetings accessible to the
public. Upon request, this agenda will be made available in appropriate alternative formats to
persons with disabilities. Any person with a disability who requires a modification or
Tourism Business Improvement District Board Agenda for November 9, 2022 Page 3
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
2023-25 Financial Plan Proposed Goals & Objectives
Tourism Business Improvement District
Background
The Tourism Business Improvement District (TBID) Board recommends that City Council continue with
the existing adopted Major City Goals for 23-25 as these goals continue to align with the priority values
and needs of the community. However, the TBID recommends the addition work program as outlined
below.
Goals
1. Economic Recovery, Resiliency & Fiscal Sustainability: In collaboration with local partners,
continue to support economic recovery for all from the Covid-19 pandemic and support a
thriving local economy by supporting local businesses, arts and culture, downtown vitality,
practicing fiscal responsibility, paying down unfunded pension liabilities, and investing in critical
infrastructure.
• Proposed Work Program Focus Areas + Additions:
• Foster economic resiliency to support the vitality of Downtown and outlying
business districts. Support and provide programs for business community
recovery + community beautification so SLO remains a vibrant and attractive
place to live, work and visit.
• Expand regional transportation options including from Santa Maria to SLO for
service workers, and to/from the airport and train station for visitors or regional
workers and visitors
• Continuance of a feasibility study for a multi-faceted meeting/events venue
• Economic development efforts to drive more midweek corporate business
demand in the City
• Streamline permitting for future development
• Evaluate parking needs at sports venues and elsewhere to accommodate added
demand
• Expand the Economic Development commitment of the city to support new
ways of doing business and reduce business development barriers. Economic
recovery supports local jobs and the local economy.
2. Diversity, Equity & Inclusion: In response to our commitment to making San Luis Obispo a more
welcoming and inclusive city for all, continue to develop programs and policies to support
diversity, equity, and inclusion initiatives and advance the recommendations of the DEI Task
Force.
2023-25 Financial Plan Proposed Goals & Objectives
• Proposed Work Program Focus Areas + Additions:
• Expand engagement and education to support and foster safe and welcoming
opportunities throughout the community.
• Continue to work with a wide-ranging group of nonprofits and community
organizations to ensure that the residents of San Luis Obispo are exposed to
diverse opportunities to all segments of our local community.
• Build connection between diverse community populations (Cal Poly, Business,
Residents, Visitors).
3. Housing and Homelessness: In order to expand housing options for all, continue to facilitate the
production of housing, including the necessary supporting infrastructure, with an emphasis on
affordable and workforce housing. Collaborate with local non- profit partners and the county,
the state, and federal governments to discover and implement comprehensive and effective
strategies to reduce chronic homelessness.
• Proposed Work Program Focus Areas + Additions:
• Priority to continue to mitigate the unhoused population issues as much as
possible.
• Getting the unhoused population housed and/or relocated for areas like
downtown to help clean up high traffic areas and benefit to tourism through the
visitor experience.
• Prioritizing and addressing safety concerns from the general population
including visitors and businesses related to the impacts from the unhoused
population so residents and tourists can feel safe while enjoying activities in San
Luis Obispo.
• Address affordable housing as an economic issue and barrier to resource
retention and business attraction
4. Climate Action, Open Space & Sustainable Transportation: To proactively address the climate
crisis, continue to update and implement the Climate Action Plan for carbon neutrality, including
preservation and enhancement of open space and the urban forest, alternative and sustainable
transportation, and planning and implementation for resilience.
• Proposed Work Program Focus Areas + Additions:
• Expand regional transportation options including from Santa Maria to SLO for
service workers, and to/from the airport and train station for visitors or regional
workers and visitors
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/12/2022 Pg. 1
Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, October 12, 2022
Regular Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
The regular meeting of the San Luis Obispo Tourism Business Improvement District Board was
called to order on October 12, 2022, at 10:00 a.m. by Vice Chair Le Bren-Harris.
ROLL CALL
Present: Chair Clint Pearce (arrived at 10:42 AM), Vice Chair LeBren Harris Members Lydia
Bates, Pashant Patel, Pragna Patel-Mueller and Lori Keller
Absent: Member Megan Taylor
Staff: Tourism Manager Molly Cano
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
ACTION: MOTION BY MEMBER PATEL AND SECONDED BY MEMBER KELLER CARRIED
5-0 (With Chair Pearce and Member Taylor absent) to approve the Consent Agenda Items C.1
through C.7.
C.1 Minutes of TBID Meeting on September 14, 2022 and Special Meeting on September 28,
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
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/12/2022 Pg. 2
PRESENTATIONS
1. 2023-25 COUNCIL GOAL SETTING PROCESS
Principal Budget Analyst, Natalie Harnett presented the 2023-25 Financial Planning process
including the instructions for Advisory Body input for the City Council goal-setting portion of
the effort.
ACTION: No action taken on this item.
2. MARKETING SERVICES QUARTER REPORT
Hayley Corbett, Danni Winter, Gabbi Hall Noble Studios and DCI presented the first quarter
report for the marketing activities for the SLO TBID.
ACTION: No action taken on this item.
3. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT
Hollie West and Jim Dantona, SLO Chamber presented the first quarter report on the Public
Relations and Guest Services contract activities with the SLO TBID.
ACTION: No action taken on this item.
4. CONTENT MARKETING QUARTER REPORT
Katy McGrath, Badger Branding will present the first quarter report for the content marketing
support and organic social media activities with the SLO TBID.
ACTION: No action taken on this item.
BUSINESS ITEMS
1. VISIT SLO EMAIL TEMPLATE PRESENTATION
Gabbi Hall, Noble Studios presented the new Visit San Luis Obispo master email template
for the Board's review and feedback.
Public Comment
None.
--End of Public Comment--
ACTION: By consensus the Board provided direction to move forward with the templates as
presented.
2. FY 21-22 TBID ANNUAL REPORT HIGHLIGHT VIDEO 5 mins
Gabbi Hall from Noble Studios and Tourism Manager Molly Cano presented the TBID FY
21-22 Annual Report highlight video for the Board’s review. The highlight video will be
presented to City Council on October 18, 2022.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/12/2022 Pg. 3
Public Comment
None.
--End of Public Comment--
ACTION: By consensus the Board provided direction to move forward with the highlight
video with a few minor changes.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – The Board reviewed the Liaison assignments.
2. PCC UPDATE – Meeting Minutes: September 14, 2022
3. VISIT SLO CAL UPDATE – Chair Pearce provided an update from Visit SLO CAL meeting
4. TOURISM PROGRAM UPDATE – Tourism Manager Molly Cano provided an update on the
Tourism program.
ADJOURNMENT
The meeting was adjourned at 11:58 a.m. The next Tourism Business Improvement District Board
meeting is scheduled for October 26, 2022 at 10:00 a.m. held at City Hall.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX
October 2022
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 68.71 83.63 72.97 182.06 221.18 194.87 125.10 184.97 142.21 10.76 3.11 8.13 16.68 12.72 14.74 29.23 16.22 24.07
City of Paso Robles 71.81 88.03 76.45 143.90 266.44 184.21 103.33 234.55 140.82 8.95 -5.00 3.93 5.11 2.99 1.92 14.51 -2.15 5.93
City of Pismo Beach 66.52 84.35 71.61 181.88 326.79 230.64 120.98 275.64 165.17 -2.18 -4.39 -2.94 -1.57 -4.69 -3.41 -3.72 -8.87 -6.25
City of San Luis Obispo 63.62 86.58 70.18 161.94 271.95 200.72 103.03 235.46 140.87 0.91 -2.45 -0.30 -0.70 0.16 -0.71 0.20 -2.29 -1.00
City of Morro Bay 63.07 84.01 69.05 145.70 244.00 179.87 91.88 205.00 124.20 1.53 -2.62 0.05 2.88 -2.83 -0.47 4.45 -5.37 -0.42
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 70.54 80.33 73.33 189.43 209.58 195.73 133.61 168.34 143.54 11.60 2.74 8.67 18.36 10.39 15.20 32.09 13.42 25.19
City of Paso Robles 70.89 87.38 75.60 146.12 275.27 188.77 103.59 240.53 142.71 -5.10 -4.85 -5.02 4.15 2.09 3.19 -1.17 -2.87 -1.99
City of Pismo Beach 69.43 78.14 71.92 188.16 316.98 228.15 130.64 247.68 164.08 0.79 3.33 1.56 0.14 -2.35 -0.64 0.92 0.91 0.92
City of San Luis Obispo 68.55 85.77 73.47 168.79 271.43 203.02 115.70 232.80 149.16 9.55 0.49 6.35 3.43 0.71 1.15 13.32 1.20 7.57
City of Morro Bay 63.11 81.15 68.26 148.37 235.59 177.99 93.63 191.17 121.50 3.47 1.87 2.92 4.31 -2.86 0.76 7.93 -1.05 3.70
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 71.23 79.60 73.62 190.78 205.57 195.35 135.89 163.64 143.82 15.45 1.44 10.72 20.50 8.23 15.60 39.11 9.79 28.00
City of Paso Robles 73.05 92.59 78.63 145.92 286.52 193.23 106.59 265.30 151.94 2.56 -1.35 1.21 5.34 8.89 6.44 8.04 8.04 7.73
City of Pismo Beach 65.29 85.82 71.16 182.75 333.83 234.81 119.32 286.51 167.09 5.83 -1.88 3.04 -0.19 -1.16 -1.78 5.63 5.63 1.21
City of San Luis Obispo 62.58 91.84 70.94 165.27 313.67 220.16 103.43 288.08 156.19 1.53 0.09 0.99 4.84 8.00 6.26 6.45 6.45 7.31
City of Morro Bay 60.55 87.71 68.31 145.82 262.35 188.57 88.30 230.10 128.81 5.25 0.13 3.31 6.13 3.92 4.21 11.71 11.71 7.66
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 68.96 73.00 70.12 187.78 196.13 190.26 129.49 143.18 133.40 15.65 3.84 11.87 21.58 10.96 17.74 40.61 15.23 31.71
City of Paso Robles 69.13 71.89 69.92 141.03 241.15 170.44 97.50 173.37 119.17 10.94 -2.00 6.80 5.58 9.42 5.62 17.13 7.23 12.80
City of Pismo Beach 65.39 65.72 65.48 174.97 255.10 197.95 114.40 167.66 129.62 20.10 5.90 15.65 1.53 0.69 0.12 21.93 6.63 15.79
City of San Luis Obispo 68.89 72.29 69.86 169.75 224.84 186.04 116.94 162.54 129.97 15.25 11.15 14.01 8.02 2.09 5.53 24.49 13.47 20.32
City of Morro Bay 59.18 64.94 60.83 143.96 209.80 164.04 85.20 136.24 99.79 14.31 13.49 14.06 5.98 7.13 6.36 21.15 21.57 21.32
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
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
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
0
For the Week of October 23, 2022
to October 29, 2022
For the Week of October 16, 2022
to October 22, 2022
For the Week of October 09, 2022
to October 15, 2022
For the Week of October 02, 2022
to October 08, 2022
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 2022-23
Change +/- to
previous FY
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 530,064$ 1,214,080$ 1,298,959$ 7.0%
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 623,523$ 992,620$ 1,089,326$ 9.7%
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$ 1,101,237$ 14.0%
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 632,733$ 889,485$
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$
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ 973,975$ 1,100,000$
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,438,338$ 7,873,272$ 6,292,853$ 6,925,799$ 10,583,480$
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%
August 71.9 74.6 3.8%213.77 208.57 -2.4%153.67 155.58 1.2%
September 70.9 71.9 1.4%214.67 212.43 -1.0%152.30 152.78 0.3%
October 68.1 200.80 136.81
November 63.10 182.97 115.47
December 53.50 175.56 93.90
January 50.6 152.39 77.08
February 64.9 173.07 112.37
March 65.2 175.65 114.49
April 72.6 211.24 153.43
May 63.9 197.13 125.94
June 76.8 220.40 169.19
Total/Average 65.59 66.98 76.47 0.02 195.36 217.39 -0.01 132.57 166.44 Updated: 11/3/2022
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2022
PR ACTIVITY
Implementation/Proactive Work
Continued PR planning for pitching Buy Local Bonus/Eat Local Bonus to local and regional media outlets
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
Completed work on Neighborhood map for SLO South neighborhood in collaboration with Badger Branding
Began planning for TripSavvy journalist Astrid Taran's upcoming visit
Began planning for TripSavvy journalist Kristi Eaton's upcoming visit
Prepared for Molly Cano's upcoming Visit California Pacific Northwest Media Mission
Responsive leads
Sent images and information to Afar Magazine
Responded to media inquiry from TinyBeans
Responded to media inquiry from Visit California
Sent photos to San Diego Magazine following journalist Nylah Burton's stay
Partnerships
Worked with Badger Branding, Noble Studios and DCI to wrap up Midweekender promotion
Connected with Downtown SLO to learn more about their upcoming winter events for media pitching
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
INSIDER I took a $40 Amtrak ride through California, and the views were so stunning that I barely noticed the lack of Wi-Fi67,150,000.00 $15,444.86 Sustainability Media Hosting in partnership w/DCI
CHATTANOOGAN Cool Things For Southern Californians To Do 27: San Luis Obispo 71,000 $16.24 Support Local Media Hosting in partnership w/DCI
THE WRITTEN PALETTE Discover San Luis Obispo 150 -Cultural Media Hosting in partnership w/DCI
ATOWN DAILY NEWS Hospice of San Luis Obispo to host remembrance ceremony in November --Cultural Proactive Pitching
ATOWN DAILY NEWS La Fiesta de las Dallidet will be held this October --Cultural Proactive Pitching
LOS ANGELES TIMES 12 Secret Stops on California's iconic road to Big Sur 2,450,000.00 $564.19 Culinary DCI Pitching
AFAR MAGAZINE Little Cities That Think Big: 8 Forward-Thinking Destinations Across the U.S.643,000.00 $147.96 Sustainability Responsive Pitching
MSN TRAVEL These Are America's Most Affordable Warm Weather Destinations 67,150,000 $15,444.86 Cultural
MSN TRAVEL The 14 most amazing attractions in San Luis Obispo 67,150,000 $15,444.86 Cultural
SF GATE 95-year-old Chinese restaurant is last holdout of Central California Chinatown 5,680,000 $1,306.63 Culinary
BEST LIFE The 10 Wildest Themed Hotels in the U.S.1,350,000 $310.20 Cultural
MEN'S JOURNAL Central California’s Hidden Gem: Hotel Cerro Is the Perfect Weekend Getaway 816,000 $656.79 Support Local
HER CAMPUS 5 Fall Activities You Don't Want To Miss Out On In SLO 472,000 $108.49 Outdoor
KSBY Great Pumpkin Contest held at SLO's Mission Plaza 139,000 $31.97 Cultural
KSBY SLO tourism tax rakes in $10.6 million in the last fiscal year 139,000 $31.97 Support Local
KSBY Downtown San Luis Obispo Farmers' Market celebrates Fire Prevention Night 139,000 $31.97 Cultural
DAILY CALIFORNIAN What to do for a day in San Luis Obispo 124,000 $28.48 Cultural
AVIATION PROS American Airlines Rolling Out Bigger Planes for One of Its SLO Routes 104,000 $23.90 Cultural
NEW TIMES SLO Rep's Red explores the mind of artist Mark Rothko 41,000 $9.32 Cultural
NEW TIMES Rambling Spirits, the new distillery at SLO Public Market, aims to get people talking 41,000 $9.32 Beer/Wine
NEW TIMES Central Coast winemakers celebrate their harvest and international acclaim 41,000 $9.32 Beer/Wine
PASO ROBLES DAILY NEWS Cuesta art gallery hosts Joshua Aster exhibit 36,000 $8.27 Cultural
LUXURY TRAVEL MAGAZINE Hotel San Luis Obispo Announces Fall Wine Experiences 15,000 $3.40 Beer/Wine
STAR 101.3 This Restaurant Has The Best Dessert Menu In California 3,000 $0.75 Culinary
CHISWICK HERALD Rediscover SLO CAL on California's Central Coast 1,000 $0.15 Cultural
MUSTANG NEWS Walkability in college towns fosters green practices and accessibility 500 $0.12 Sustainability
TOTALS
26 213,755,650.00 $49,634.02
TOTAL YTD
54 292,847,850 $189,515.74
80 506,603,500.00 $239,149.76
Report to City of SLO – TBID
Guest Services Contract
October 2022
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Oct.
2021
Oct.
2022
Calls to
1-877-SLO-TOWN
18 14 18 21 133 71
Hotel Availability Tracker Week
1
Week
2
Week
3
Week
4
Oct.
2021
Oct.
2022
Email Response 20 29 31 25 108 105
Phone Calls to
Hotels
126 135 78 86 394 425
Hotel Referrals Week
1
Week
2
Week
3
Week
4
Oct.
2021
Oct.
2022
Visitors Served
(walk-ins)
1,067 1,437 1,583 1,378 6,291 5,465
Guests Served
(via phone and
digitally)
397 485 324 308 1,777 1,514
Hotel Rooms
Referred
425 418 315 329 1,668 1,487
Agency Report · October 2022
SLO-TBID
Agency Repor t
October Activity & Performance
What’s Ahead:
● Quarterly Marketing Plan FY22-23:
Copy of Oct-Dec Visit SLO - 30/60/90 Marketing Plan - FY22-23
Paid Media
Paid search drove 28,632 impressions (a 30% increase YoY), 4,498 clicks (a 135% increase YoY), a
15.71% CTR and 4,759 sessions (158% increase YoY) while driving 65 Book Now Conversions,
1,060 hotel referrals and 13 homestay referrals at 47% increase in cost YoY .
Paid social drove 1,146,177 impressions, 318,079 users reached and 14,221 clicks across
Facebook and Instagram with a 1.24% CTR for FB/Insta (a 10% increase PoP) for 4,662 sessions (a
4% increase PoP) while driving 11 hotel referrals at a 6% decrease in cost PoP .
Display drove 1,098,480 impressions, 5,700 clicks, a .52% CTR (a 155% increase YoY) and 6,413
sessions while driving 36 hotel referrals, 4 things to do referrals and 1 Book Now conversion at a
67% decrease in cost YoY .
Video drove 292,779 impressions, 15,781 views, 1,128 clicks, a 5.39% view rate and 936 sessions
while driving 3 hotel referrals, 2 homestay referrals and 1 things to do referral.
● Proactively monitored and optimized paid media placements ($44,232.27 spend)
● Launched Sunset Paid Emails and Expedia Placements
Email Marketing
Our latest newsletter was sent on Oct. 5 to our complete audience base. We had a strong click rate
at 2% (580+ clicks) and 33% open rate (9,700+ opens) with the most interest in our Fall Events
Roundup blog post, the All Events page, and Hiking in SLO inspiration. Thirty-nine people clicked to
“Find a Hotel”.
Throughout the month, we have continued to make progress on our email account hygiene—an
action item out of our email discovery and strategy recommendations. By combining groups,
2
deleting unsubscribed contacts and outlining our interest-based emails for November, we’re making
progress on our newly-optimized strategy.
Search Engine Optimization (SEO) & Content Creation
Organic search traffic decreased 8% period-over-period and increased 3% year-over-year . Organic
hotel partner referrals increased 25% (245 vs 196), Book Now decreased 66% (22 vs 65) and
Homestay referrals increased 82% (31 vs 17) year-over-year ( October 1-31, 2022 vs October 1-31,
2021 ). We saw a 3% decrease in Avg Session Duration, a .34% decrease in bounce rate and a 1%
decrease in pages per session PoP and 3% increase in sessions, .25% increase in bounce rate, 3%
decrease in pages/session and a 5% decrease in avg. session duration YoY for organic search.
Page 1 keywords increased by 1% and 1% for page 2 keywords , compared to the previous period. In
October, we saw additional positive PoP growth for many of the pages we have optimized including:
a 8% increase to the Mission San Luis Obispo page, a 11% increase to Train to SLO page, a 1%
increase to Wineries, a 40% increase to SLO Downtown page, a 9% to Downtown SLO restaurants,
6% increase to events, and 24% increase to Art Galleries page.
● SEO Optimizations created:
○ Page Optimization: Sunset Drive In
○ Page Optimization: Dog Friendly San Luis Obispo
○ Page Optimization: San Luis Obispo Hotels (hub page)
Blog Posts (2 per month)
In Progress:
● Blog #1: The Best Wineries in SLO County
● Know Before You Go page
Website
The website saw a 5% decrease in sessions period-over-period ( October 1-31, 2022 vs August 31-
September 30, 2022 ) and a 38% increase YoY; for a total of 40,057 sessions and 31,963 new users
in October. From an engagement perspective, bounce rate increased by .11% and pages/session
decreased by 2% and average session duration decreased by 3% PoP. YoY, we do see a 2% decrease
in bounce rate and a 1% decrease in pages/session. The largest decreases in traffic stemming from
Paid Search, Referral and Direct.
● Monthly Web Maintenance Items
○ WordPress and Plugin Updates
○ Add Spanish version of the Visit SLO Destination Brochure to website
3
○ Prepare staging link for CTA update
PR, Media, And Influencer Relations
Proactive Pitch Development:
● Wine + Wellness (Complete)
● Food + Wine (In Progress)
● Arts + Culture (To Come)
● The Art of SLO (To Come)
Ongoing Media Conversations:
● Dive In, Amy-Lee Vaughan, Best Fall Hiking Trails
● Elaine Glusac, Winter Weather Destinations
● New York Times, Black Friday
● New York Post, Winter Escapes
● The Best Places to Visit in the USA for Every Month of the Year
● The New York Times, David Gelles, SLO Sustainability
● The Scary Mommy, Deirdre Kaye, California Travel Tips
● Travel + Leisure, Terri Huggins, Budget Travel
● VIA, Great Bike Tours and Trails in the West
● AARP, Best College Towns to Visit
● Globe & Mail, California’s Lesser Known Towns
Hosted Media Visit or Influencer Partnerships (6-9 visits/partnerships in 2022-23)
● Individual Media Visits -1 Completed, 1-2 To Come
○ Scott Smith, Adelante Magazine (Sept 26-28 - COMPLETED)
○ Astrid Taran, Tripsavvy, November 9-11
○ Kristi Eaton, freelance, CNT February 6-9
● Food + Wine Group Press Trip Spring 2023 - To Come
○ Rebecca Deurlein, Travel + Leisure, Fodors Travel (Tentative)
DCI’s All Client Pitch Initiative
Proposed: (4-6 pitches throughout 2021-22)
Progress:
2 Complete, 2 In Progress: Completed: Fall Destinations (Aug 2022) and Halloween
Experiences (Sept 2022). In Progress: Holiday Destinations, Where to Go in 2023
DCI 2022-23 SLO Coverage Grid:
● https://docs.google.com/spreadsheets/d/1X5vv8eqMyV4HSLq4nod-fio_XtbqSyap54Hau1w
V7yY/edit#gid=431546394
4
October 2022
ORGANIC SOCIAL REPORT
Date: 11/9/22
Page Fans: 96,460 ( 0.2%)
Total Posts: 19
Total Impressions: 1,194,604 ( 18.5%)
Total Organic: 41,491 ( 40.3%)
Total Engagements: 26,443 ( 5%)
Engagement Rate: 2.2% ( 16.5%)
FACEBOOK
Top Posts:
Followers: 23,051 ( 0.2%)
Total Posts: 27
Total Impressions:189,301 ( 29%)
(includes both organic & paid)
Total stories: 26
Average Reach per Story: 466
Total Engagements: 2,569 ( 10.7%)
Engagement Rate: 1.4%
INSTAGRAM
Top Posts:
WHAT WE WORKED ON THIS MONTH:
- Created six reels with a total of 15,744 plays
- Connected with and secured additional Content Creator to
complete their visit in the first quarter of 2023
- Highlighted national publication articles featuring SLO on
LinkedIn
- Leveraged CA Travel Stories for Fall Destinations
- Featured Women-Owned Small Businesses via Reels
NOVEMBER’S FOCUS:
- Make engaging Stories for Story Network about Food and Drink in San Luis Obispo
- Begin posting on Tik Tok
- Create LinkedIn post to promote business travel
- Planning for Buy Local Bonus, Eat Local Bonus promotions
- Continue Reel creations each week
DRAFT Minutes – Tourism Business Improvement District Board Special Meeting of 10/26/2022 Pg. 1
Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, October 26, 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 October 26, 2022, at 10:09 a.m. by Chair Clint Pearce.
ROLL CALL
Present: Chair Clint Pearce, Vice Chair LeBren Harris Member Pragna Patel-Mueller, Megan
Taylor and Lori Keller
Absent: Member Lydia Bates, and Pashant Patel
Staff: Tourism Manager Molly Cano
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
BUSINESS ITEMS
1. SUMMER MIDWEEKEND WRAP UP & PROMOTION RECOMMENDATION
Tourism Manager Molly Cano and Hayley Corbett, Danni Winter and Gabbi Hall Noble
Studios and Hollie West, SLO Chamber and Katy McGrath, Badger Branding presented the
results of the Summer Midweekend promotion and discuss promotion recommendations
with the Board for the next promotional offer period.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY VICE CHAIR HARRIS AND SECONDED BY MEMBER PATEL
CARRIED 5-0 (with Members Bates and Pashant Patel absent) to approved moving forward
with the staff recommendation but adding February 19 as a blackout date.
2. 2023-25 COUNCIL GOAL SETTING DISCUSSION
Tourism Manager Molly Cano presented the proposed goals to submit from the TBID to City
Council for the goal setting process.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/12/2022 Pg. 2
Public Comment
None.
--End of Public Comment--
ACTION: The Board reviewed the submitted goals and made modifications. The final goals
will be presented to the Board at the November 9, 2022 meeting.
3. 2023 SPARTAN RACE CO-OP SUPPORT CONSIDERATION
Tourism Manager Molly Cano presented an opportunity for a marketing co-op support with
Visit SLO CAL for the return of the Spartan Race in November 2023.
Public Comment
None.
--End of Public Comment--
ACTION: By consensus the Board expressed interest in continued sponsorship, but directed
staff to find out more information regarding how on how everything would work.
ADJOURNMENT
The meeting was adjourned at 11:15 a.m. The next Tourism Business Improvement District Board
meeting is scheduled for November 9, 2022, 2022 at 10:00 a.m. held at City Hall.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX
FY 2022-23 TBID Board Liaison Assignments
Hotel Name TBID Board Liaison
Madonna Inn Clint
Best Western Plus Royal Oak Clint
Butler Hotel Clint
Lamplighter Inn & Suites Clint
Petit Soleil Bed et Breakfast Clint
Courtyard San Luis Obispo LeBren
Motel 6 San Luis Obispo North LeBren
Motel 6 San Luis Obispo South LeBren
Rose Garden Inn-SLO LeBren
TownePlace Suites San Luis Obispo LeBren
Hampton Inn & Suites San Luis Obispo LeBren
Apple Farm Inn Lori
La Cuesta Inn Lori
Peach Tree Inn Lori
Garden Street Inn Lori
Mission Inn- San Luis Obispo Lori
Economy Motel Lori
Granada Hotel and Bistro Lydia
Hotel Cerro Lydia
Hotel San Luis Obispo Lydia
San Luis Creek Lodge Lydia
SLO Brew The Lofts Lydia
Heritage Inn Bed & Breakfast Lydia
Embassy Suites San Luis Obispo Megan
The Kinney SLO Megan
Sands Inn & Suites Megan
La Quinta Inn & Suites San Luis Obispo Megan
Quality Suites San Luis Obispo Megan
Hostel Obispo Megan
Los Padres Motel Pragna
Villa San Luis Motel Pragna
Hotel Buena Vista - San Luis Obispo Pragna
Sunbeam Motel Pragna
Downtown SLO Inn Pragna
Avenue Inn SLO Prashant
Budget Inn San Luis Obispo Prashant
Homestead Motel Prashant
Inn at San Luis Obispo Prashant
Olive Tree Inn & Suites Prashant
San Luis Inn & Suites Prashant
University Inn Prashant
Vagabond Inn San Luis Obispo Prashant
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 12, 2022 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, October 12, 2022
Regular Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was
called to order on Wednesday, October 12, 2022 at 5:32 p.m., by Chair Thomas.
ROLL CALL
Present: Chair John Thomas, and Vice Chair Samantha Welch, Committee Members
Maureen Forsberg, Anni Wang, Lori Lerian and
Absent: Members Clint Pearce and Robin Wolf
Staff: Tourism Manager Molly Cano
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY
COMMITTEE MEMBER WANG, CARRIED 5-0 (With Member Pearce and Wolf absent)
to approve the Consent Agenda items 1 thru 6.
C.1 Minutes of the Meeting on September 14, 2022
C.2 2022-23 Community Promotions Budget Report
C.3 SLO Chamber Monthly Public Relations Reports
C.4 SLO Chamber Visitor Center Reports
C.5 SLO Chamber GIA Support Reports
C.6 Transient Occupancy Tax Report
PRESENTATIONS
1. 2023-25 COUNCIL GOAL SETTING PROCESS
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 12, 2022 Page 2
Principal Budget Analyst Natalie Harnett presented the 2023-25 Financial Planning
process including the instructions for Advisory Body input for the City Council goal -
setting portion of the effort.
Public Comment
None
--End of Public Comment--
ACTION: No action taken on this item.
2. SUPPORT LOCAL PROGRAM QUARTER REPORT
Allie Rohlfs, Verdin presented the first quarter report for the Support Local marketing
activities and an update on the next quarter activities.
Public Comment
None
--End of Public Comment--
ACTION: No action taken on this item.
3. PUBLIC RELATIONS, GIA SUPPORT, AND VISITOR SERVICES QUARTER
REPORT
Hollie West, and Jim Dantona, SLO Chamber of Commerce presented the quarter
report for the Public Relations, GIA and Visitor Services activities.
Public Comment
None
--End of Public Comment--
ACTION: No action taken on this item.
BUSINESS ITEMS
1. Q2 CULTURAL GIA GRANT RECOMMENDATION REPORT & MID YEAR
PROGRAM CHECK IN
Chair Thomas presented the Q2 grant award recommendation of the subcommittee.
The PCC discussed the status of the program overall and any modifications that
should be made to the process for the remainder of the program year.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 12, 2022 Page 3
ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER FOSBERG, CARRIED 5-0 (With Member Pearce and Wolf absent) to
approve grants to Diversity Coalition, One Cool Earth and San Luis Master Chorale.
ACTION: By consensus the Committee provided direction on possible changes to
added language for the program application for Q3 and Q4.
2. PUBLIC ART PROMOTIONAL PLAN: PROGRAM DEVELOPMENT
The PCC continued the discussion on the program development for the
implementation of the Public Art Promotional Plan. The committee members reported
out on suggested opportunities to consider.
Public Comment
None
--End of Public Comment--
ACTION: No formal action taken; the Committee provided direction to request a
proposal from Verdin for a public art promotional program for January – June, and to
explore a Public Art Scavenger Hunt idea.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
Vice Chair Welch attended the Block Party event.
Member Lerian attended the Guitar Festival.
2. COMMITTEE OUTREACH UPDATE
3. TBID BOARD REPORT
Tourism Manager Molly Cano reported on the October 14, 2022 TBID meeting.
4. TOURISM PROGRAM UPDATE
Tourism Manager Molly Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 7:37 p.m. The next Regular Promotional Coordinating
Committee meeting is scheduled for Wednesday, November 16, 2022 at 5:30 p.m. at City
Hall 990 Palm Street.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2022