HomeMy WebLinkAbout02-08-2023 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
REGULAR MEETING
Wednesday, February 8, 2023 Council Chambers
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 February 8, 2023 Page 2
CONSENT ITEMS
C.1 Minutes of TBID Meeting on January 11, 2023
C.2 Smith Travel Report (STR)
C.3 Transient Occupancy Tax (TOT) Report
C.4 SLO Chamber Public Relations Monthly Reports
C.5 SLO Chamber Guest Services Monthly Reports
C.6 Noble Studios & DCI Marketing Monthly Reports
C.7 Badger Branding Organic Social Reports
PRESENTATIONS
1. MIDWEEKEND PROMOTION UPDATE 5 mins
Staff will present an update to the Board on the status of the Midweekend Promotion which
launched February 1, 2023.
BUSINESS ITEMS
1. VISITSLO.COM REDESIGN KICKOFF 25 mins
Noble Studios will present the website redesign process, timeline and strategic brief with the
Board to kickoff the project.
2. SLO FILM FESTIVAL SPONSORSHIP 15 mins
The Board will consider the funding request from the SLO Film Festival for sponsorship
support.
3. VISIT SLO CAL IPW CO-OP CONSIDERATION 10 mins
Staff will present a co-op opportunity for participation in IPW May 20-24 in San Antonio,
Texas in partnership with Visit SLO CAL and within the available TBID tradeshow budget.
4. SLO TBID FUND BALANCE & BUDGET UPDATE 30 mins
Staff will present the SLO TBID Fund Balance for the Board’s review and allocation.
5. SUPPLEMENTAL ASSETS 15 mins
Staff will present a proposal to acquire general photography and videography assets
capitalizing on the natural landscapes.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
Tourism Business Improvement District Board Agenda for February 8, 2023 Page 3
2. PCC UPDATE – Meeting Minutes: January 11, 2023
3. VISIT SLO CAL UPDATE – Liaison Report
4. TOURISM PROGRAM UPDATE – Staff Report
ADJOURNMENT
The next special meeting of the Tourism Business Improvement District Board is scheduled
for March 15, 2023 at 10:00 a.m. held at City Hall.
The City of San Luis Obispo wishes to make all of its public meetings accessible to the
public. Upon request, this agenda will be made available in appropriate alternative formats to
persons with disabilities. Any person with a disability who requires a modification or
accommodation in order to participate in a meeting should direct such request to the City Clerk’s
Office at (805) 781-7100 at least 48 hours before the meeting, if possible. Telecommunications
Device for the Deaf (805) 781-7410.
Meeting audio recordings can be found at the following web address:
https://opengov.slocity.org/WebLink/Browse.aspx?id=152891&dbid=0&repo=CityClerk&cr=1
February 3, 2023
Dear San Luis Obispo Tourism Board,
SLO Film Festival has many sponsors within the local community and in the film
industry, ranging from individual sponsors, private businesses, corporate sponsors, non-profit
organizations, as well as receiving city, county, and state funding. We have received funds/in-
kind support from the City of San Luis Obispo, Travel Paso and VisitSLOCal
As the SLO Film Fest steadily expands its reach within our community and solidifies its
place as a premiere regional destination event, each year we ask how we can grow and
improve. Our ultimate goal is to continuously offer an elevated experience to our attendees and
filmmakers as we work to position San Luis Obispo county as a thriving hub for arts and culture
between San Francisco and Los Angeles.
Storytelling is the foundation of what we do. Our festival offers a unique inclusive
platform for filmmakers, tourists, local attendees, and businesses alike to all connect with one
another. Through our platform, not only can we uplift the many voices of our community, but we
also grant access to new perspectives to our audiences that they may have otherwise never
discovered through our international film programming, thus ushering in a broader collective
voice within our community. It’s a powerful platform that we don’t take for granted.
A marker of a healthy community is thriving arts and culture. Our organization is
committed to playing a larger role in that. By building a more robust annual event calendar
outside of our yearly festival, we aim to create more opportunities for collaboration and
partnerships in local hospitality, tourism, and the expansive wine industry in the area, with the
goal to bring more opportunities for tourists and residents alike to engage with the
transformative power of film thus supporting the cultural and economic growth within the area.
The 29th annual SLO Film Fest will take place over six days and will include
independent films from various categories presented at our participating venues in downtown
San Luis Obispo, as well as other local venues such as Park Cinema the following week. .
Besides insightful movies and collaborating with other organizations and industries in our
community, we also plan to offer more networking opportunities through more panels and
filmmaker Q&As, along with hosting exciting film competitions throughout the year.
We aim to attract visitors from outside our area for our annual film festival event and
throughout the year as we grow our event calendar. Targeting both Los Angeles and San
Francisco, plus locations with direct flights to SLO, we aim to expand our reach and encourage
folks to visit our area, come to our festival, and stay for wine tasting and more. This year we
plan to fold in packages with participating hotels, restaurants, and other local businesses to
incentivise festival attendees to extend their stay past our festival dates. Through a more direct
marketing approach, we aim to create a destination experience for visiting guests and introduce
them to all that our county has to offer. The goal is to increase tourism, support our hotel
partners, as well as local economic growth.
This initiative will be cross promoted with participating partners via social and email
campaigns, advertised through traditional marketing initiatives and made available through
various online portals. SLO Film Fest website will host a year-round Hotel Partners page so that
attendees can easily book somewhere to stay, in addition to a “Things to Do” page that will help
support local businesses. Our hotel package initiative will also be available through the VisitSLO
website.
It is our goal to provide all festival attendees a thoughtful experience that encourages
them to return year after year as we showcase the very best of what our county has to offer. Our
festival lounge is the perfect place for attendees, filmmakers, sponsors, and media to engage
with participating local businesses and network.
Our relationship with our area is top of mind within this overarching goal, as we hope to
grow and expand our relationship this year and years forward. Your generous support would
directly benefit the economic recovery of the local businesses we plan to partner with by aiding
us in providing our community with an experience that unites and empowers us through the
power of film.
Much like years past, we plan to survey our attendees in order to obtain useful data and
feedback about our audience. This allows us to measure our marketing outreach. Between
2020-2022 we had between 5,000 to 15,000 in-person admissions per year with an additional
8,000-16,000 virtual viewers. Folks that surveyed were asked how they heard about the festival,
their demographic information, and if they are from outside SLO County they were asked where
they are from and where they were staying. This offers us insight on our lodging impact, where
we’ve determined that visitors stay an average of 2.5 nights which we hope to increase this year
with more marketing assistance.
Taken together, we hope these initiatives will offer you and others a deeper connection
to everything we strive to do as the region’s main resource for independent cinema and
education. We couldn’t succeed without you and are most grateful for your past generosity. We
hope that you will help us continue our vital mission.
Sincerely,
Skye McLenann
Executive Director of SLO Film Fest
EVENT NAME: SAN LUIS OBISPO INTERNATIONAL FILM FESTIVAL
EVENT DATES: April 26 - 30th, 2023 in downtown San Luis Obispo with encore satellite festival May 3
and 4, 2023 in downtown Paso Robles
EVENT VENUE LOCATION: San Luis Obispo County (primarily downtown San Luis Obispo and
downtown Paso Robles, and participating venues throughout the county)
WEBSITE: www.slofilmfest.org
EVENT ORGANIZATION: SAN LUIS OBISPO FILM FESTIVAL
NON-PROFIT: YES
ORGANIZATION URL: www.slofilmfest.org
PHONE NUMBER: 805-546-3456
POINT OF CONTACT: Skye McLennan
EMAIL: skye@slofilmfest.org
FESTIVAL NEEDS:
- $10,000 to support filmmaker lodging stays at San Luis Obispo partner hotels,
specifically on Friday, Saturday and Sunday nights. We’re looking for at least 150
hotel nights (please note this number might change depending on filmmaker attendance)
We currently have 30 nights complimentary donated with various hotel partners. This
concept would be similar to the Cal Poly Athletic program. Hoteliers would opt in to
participate and be reimbursed for the nights from this funding.
- Stay + See package, similar to the Mid-Week promotion currently running, min. 2 night
stay with a complimentary 4 pack(Value of $40) of tickets to the film festival. After
booking their accommodation guests would forward their email to our staff and we would
issue tickets. Based on the total number of tickets redeemed this would be invoiced to
TBID after the festival.
EVENT QUESTIONS
EVENT DESCRIPTION
The San Luis Obispo International Film Festival is a non-profit organization centered around celebrating
independent films and filmmakers. With a six-day highly regarded annual event, a week-long virtual
festival, and other exciting events and screenings throughout the year, the SLO Film Festival is a pillar of
the arts in our community, and provides a year-round destination for international independent cinema
promoting diversity, understanding, education, and inclusion through engaging storytelling to an ever -
expanding range of audiences to new ideas and experiences. Exciting, fun, and impactful the SLO Film
Festival screens over 100 films throughout the week, hosts a VIP Festival Lounge, Red Carpet events,
live music, educational conversations with filmmakers and industry leaders, and capstone events each
night to bring the community together, celebrate the arts, and expose our audience to important topics
around the world.
DESCRIBE HOW YOU TRACK YOUR EVENT, SUCCESS AND ATTENDEES (TICKET SALES,
ACTUAL EVENT ATTENDANCE, ATTENDEE DEMOGRAPHICS, SURVEY OF EVENT
SATISFACTION, ETC.)
Our organization utilizes a few different metrics and platforms to measure and track success. Our
ticketing database allows us to track ticket sales and pass sales and redemption uses. It captures our
audiences' residences, gives insight on their interests, and if they are a returning customer. The system
also measures which events are most successful. We also circulate surveys to attendees throughout the
festival at screenings and events that helps us retrieve more demographic information which is tabulated
after the festival ends which provides a wide range of range of information such as where they are
staying, how long they are staying in the area, if they’ve traveled to the area before, etc. We also
introduced a new CRM system this year to track sponsors, filmmakers, volunteers, and audience info to
help us to better our key demographics.
DESCRIBE YOUR TARGET AUDIENCES
Our festival has two branches it must market to: the audience and the filmmakers. From there we can
break down our key target audiences from there. Historically festival attendees have primari ly been highly
educated, 50+ year olds, with a salary range between $75k - $300k before COVID. Since then, our
audience has begun to engage a growing audience that skews younger between 25 -34 as well as 35-44
also making between 50k to 300k. We anticipate this demographic to grow with us year after year as we
more strategically target folks with interests in the arts, travel, food and wine, in both Los Angeles and
San Francisco, as well as in areas that have direct flights to the area such as Dallas, Phoenix, and
Seattle.
HISTORICAL EVENT ATTENDANCE
Between 2020-2022 we had between 5,000 to 15,000 in-person admissions per year with an
additional 8,000-16,000 virtual viewers. Folks that surveyed were asked how they heard about the
festival, their demographic information, and if they are from outside SLO County they were asked where
they are from and where they were staying. This offers us insight on our lodging impact, where we’ve
determined that visitors stay an average of 2.5 nights which we hope to increase this year, particularly in
Paso with more marketing assistance.
HISTORICAL PERCENTAGE OF IN-COUNTY VERSUS OUT-OF-AREA EVENT ATTENDEES (MUST
BE EQUAL TO 100%)
a) 75% - Local / In-County Event Attendees
b) 25% - Out-of-Area Event Attendees (Resides 50+ miles outside of San Luis Obispo)
EXPECTED TOTAL NUMBER OF EVENT ATTENDANCE
For 2023 we are expecting to return to between 8,000 to 10,000 in person attendees with and additional
5,000 virtual attendees
PROVIDE INFORMATION ON EVENT TICKETING (TICKETING REQUIREMENTS, PRICE RANGE,
TICKET PLATFORM USED, ETC.)
Elevent is the ticketing platform that we use. Attendees are able to purchase passes or tickets in
advance if they so choose. Or, if they need more flexibility in their schedules, can purchase general
admission tickets for the films they would like to see. Elevent allows us to use scanners to track who
attends what films and how many passes were redeemed. The following is a breakdown of our available
Passes and tickets for our annual film festival event.
PASSES
Mogul+ Passes All Access Pass ($400 Value)
Grants one person access to all in-person screenings, special events, festival lounge, and virtual
screenings. Plus, in-person priority line access.
Movie Star+ Pass ($225 Value)
Grants one person access to all in-person and virtual regular screenings. Includes daytime
access to the festival lounge. Does NOT include access to special events such as Surf nite, King
Vidor, Opening and Closing night. Also includes priority line access at in-person screenings.
TICKETS
Fan pack 6 ($90 Value)
A ticket package of six individual general admission tickets for in -person and virtual regular
screenings. Does NOT grant access to special screenings, special events, red c arpet events, or
priority line access.
Fan pack 4 ($40 Value)
A ticket package of four individual general admission tickets for in -person or virtual regular
screenings. Does NOT grant access to special screenings, special events, red carpet events, or
priority line access.
Red Carpet Event Ticket ($25 Value)
Grants one person attendance to one Red Carpet Event or Special Presentation Screening
Admit One General Admission Ticket ($15 Value)
General admission tickets for in-person and virtual regular screenings. Does NOT grant access to
special screenings, special events, red carpet events, or priority line access.
HAVE YOU REQUESTED FUNDING FROM OTHER ORGANIZATIONS/ENTITIES: Yes
IF YES, PLEASE PROVIDE THE NAMES OF THESE ORGANIZATIONS AND FUNDING ENTITIES:
We receive funding/in-kind support from the County Board of Supervisors, City of San Luis Obispo, Travel
Paso, The Community Foundation and Visit SLOCal
DRAFT Minutes – Tourism Business Improvement District Board Special Meeting of 01/11/2023 Pg. 1
Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, January 11, 2023
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 January 11, 2023, at 10:00 a.m. by Chair Clint Pearce.
ROLL CALL
Present: Chair Clint Pearce, Vice Chair LeBren Harris, and Members Lydia Bates,
Pragna Patel-Mueller and Megan Taylor
Absent: Members Prashant Patel and Lori Keller
Staff: Tourism Manager Molly Cano
PUBLIC COMMENT
None
--End of Public Comment--
CONSENT ITEMS
ACTION: MOTION BY MEMBER PATEL-MUELLER AND SECONDED BY MEMBER
BATES CARRIED 5-0 (With Members Patel and Keller absent) to approve the Consent
Agenda Items C.1 through C.7.
C.1 Minutes of TBID Meeting on November 9, 2022
C.2 Smith Travel Report (STR) (November and December)
C.3 Transient Occupancy Tax (TOT) Report
C.4 SLO Chamber Public Relations Monthly Reports (November and December)
C.5 SLO Chamber Guest Services Monthly Reports (November and December)
C.6 Noble Studios & DCI Marketing Monthly Reports (November and December)
C.7 Badger Branding Organic Social Reports (November and December)
PRESENTATIONS
1. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 01/11/2023 Pg. 2
Jacqui Clark-Charlesworth and Jim Dantona, SLO Chamber presented the second
quarter report on the Public Relations and Guest Services contract activities with the
SLO TBID.
2. CONTENT MARKETING QUARTER REPORT
Katy McGrath, Badger Branding presented the second quarter report for the content
marketing support and organic social media activities with the SLO TBID.
BUSINESS ITEMS
1. MARKETING SERVICES QUARTER REPORT & Q3 MEDIA PLAN REVIEW
Haley Corbett, Danni Winters, and Gabbi Hall from Noble Studios presented the
second quarter report for the marketing activities for the Visit San Luis Obispo,
followed by the outlined media plan for the third quarter for the Board’s review and
input.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY VICE CHAIR HARRIS AND SECONDED BY MEMBER
TAYLOR CARRIED 5-0 (With Members Patel and Keller absent) to approve the
outlined media plan for the third quarter.
2. MIDWEEKEND PROMOTION UPDATE
Tourism Manager Cano, Haley Corbett and Gabbi Hall, Noble Studios, Katy
McGrath, Badger Branding, and Jacqui Clark-Charlesworth, SLO Chamber
presented the Midweekend promotion program for the Board’s review and input. The
Midweekend promotion will run February 1 – March 31.
Public Comment
None.
--End of Public Comment--
ACTION: By consensus the Board provided direction to get out the constituent
toolkit on January 30, 2023.
3. DALLAS MEDIA MISSION
Tourism Manager Cano presented the Dallas Media Mission plan and budget for the
Board’s discussion and approval.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 01/11/2023 Pg. 3
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY VICE CHAIR HARRIS AND SECONDED BY MEMBER
BATES CARRIED 5-0 (With Members Patel and Keller absent) to approve the Dallas
Media Mission plan and budget of $7,500.
4. VISIT SAN LUIS OBISPO PARTNER RECEPTION PLANNING 20 mins
Tourism Manager Cano presented an update on the Visit San Luis Obispo Partner
Reception planned for January 25th for the Board’s review and approval.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER TAYLOR AND SECONDED BY MEMBER PATEL-
MUELLER CARRIED 5-0 (With Members Patel and Keller absent) to approve Partner
reception and budget of $5,000.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Discussion on how the weather has affected business.
2. PCC UPDATE – Chair Pearce provided an update on PCC activities.
3. VISIT SLO CAL UPDATE – Tourism Manager Cano provided an update.
4. TOURISM PROGRAM UPDATE – Tourism Manager Cano provided an update on the
tourism program.
ADJOURNMENT
The meeting was adjourned at 12:02 p.m. The next regular Tourism Business
Improvement District Board meeting is scheduled for February 8, 2023, at 10:00 a.m. held
at City Hall.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/XX
January 2023
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 48.82 55.89 50.84 161.78 174.05 165.64 78.98 97.29 84.21 0.48 1.30 0.74 15.93 14.63 15.51 16.48 16.12 16.36
City of Paso Robles 46.65 55.33 49.13 126.73 151.94 134.84 59.12 84.06 66.25 6.41 9.76 7.46 8.16 0.63 5.49 15.08 10.45 13.36
City of Pismo Beach 47.37 49.38 47.95 171.36 196.61 178.79 81.18 97.09 85.73 -5.49 -15.95 -8.83 8.67 -2.65 4.05 2.71 -18.18 -5.13
City of San Luis Obispo 44.75 52.22 46.88 137.69 159.74 144.71 61.61 83.42 67.84 -7.29 2.98 -4.25 9.68 4.27 8.21 1.68 7.38 3.61
City of Morro Bay 42.54 47.91 44.07 103.19 121.08 108.75 43.89 58.00 47.93 -6.72 -0.46 -4.86 6.45 5.51 6.38 -0.70 5.03 1.21
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 58.63 60.98 59.30 231.11 173.56 214.20 135.49 105.85 127.02 19.92 -0.29 13.18 68.13 4.25 45.58 101.62 3.95 64.76
City of Paso Robles 54.18 54.78 54.35 124.96 168.73 137.56 67.70 92.43 74.77 28.15 -12.51 13.02 13.18 -2.81 2.72 45.04 -14.97 16.10
City of Pismo Beach 32.46 35.56 33.35 141.17 200.20 159.15 45.83 71.19 53.08 -23.15 -48.00 -32.92 3.64 -14.69 -9.00 -20.35 -55.64 -38.96
City of San Luis Obispo 43.41 45.95 44.14 120.01 149.29 128.72 52.10 68.60 56.82 -7.27 -28.66 -14.86 -0.65 -12.96 -7.26 -7.87 -37.90 -21.04
City of Morro Bay 43.90 46.42 44.62 105.41 126.62 111.72 46.28 58.77 49.85 -1.19 -21.67 -8.32 10.12 -1.45 4.29 8.81 -22.81 -4.39
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 56.32 63.49 58.37 164.81 174.76 167.90 92.83 110.96 98.01 12.10 9.80 11.37 16.49 10.00 14.25 30.58 20.77 27.24
City of Paso Robles 53.79 71.51 58.85 127.61 160.59 139.06 68.63 114.83 81.83 13.71 11.89 13.07 8.97 1.64 5.79 23.91 23.91 19.61
City of Pismo Beach 34.83 58.90 41.71 150.85 197.11 169.51 52.55 116.09 70.70 -28.90 -10.35 -22.42 -4.54 -8.21 -4.67 -32.12 -32.12 -26.05
City of San Luis Obispo 51.15 60.28 53.76 131.10 160.37 140.47 67.05 96.67 75.51 -0.38 6.21 1.64 1.06 1.01 1.33 0.67 0.67 2.99
City of Morro Bay 45.69 56.45 48.76 107.31 127.74 114.06 49.03 72.11 55.62 0.14 5.89 1.98 8.34 9.25 8.90 8.50 8.50 11.06
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 62.65 64.62 63.21 173.15 174.69 173.60 108.48 112.87 109.73 21.73 6.70 16.92 20.53 8.82 16.47 46.72 16.11 36.17
City of Paso Robles 63.73 70.01 65.53 130.16 168.22 141.78 82.95 117.77 92.90 28.44 6.83 20.97 14.32 6.88 9.99 46.84 14.18 33.05
City of Pismo Beach 50.24 68.43 55.44 151.35 199.05 168.17 76.03 136.22 93.23 1.69 -5.11 -0.81 3.62 -6.24 -1.35 5.37 -11.03 -2.16
City of San Luis Obispo 53.94 68.66 58.15 130.65 161.72 141.13 70.47 111.03 82.06 8.81 14.23 10.58 7.11 4.13 6.22 16.54 18.94 17.46
City of Morro Bay 48.00 59.65 51.33 106.90 129.16 114.29 51.31 77.04 58.67 12.74 5.25 10.14 13.18 8.23 10.85 27.59 13.92 22.09
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 January 22, 2023
to January 28, 2023
For the Week of January 15, 2023
to January 21, 2023
For the Week of January 08, 2023
to January 14, 2023
For the Week of January 01, 2023
to January 07, 2023
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$ 986,882$ 10.9%
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$ 772,110$ 6.9%
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$ 621,577$ -2.6%Missing 5 hotels
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 69.6 2.2%200.80 202.21 0.7%136.81 140.73 2.9%
November 63.10 62.1 -1.6%182.97 185.60 1.4%115.47 115.19 -0.2%
December 53.50 54.2 1.3%175.56 167.13 -4.8%93.90 90.6 -3.5%
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 69.22 0.01 195.36 201.18 -0.01 132.57 140.98 Updated: 2/3/2023
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2022
PR ACTIVITY
Implementation/Proactive Work
Pitched Eat Local Bonus to local and regional media
Coordinated KCBX interview on Eat Local Bonus
Began conversations again on planning Arts + Culture FAM with Hotel SLO
Helped edit emails and blogs for overall tourism marketing campaign
Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign
Continued planning freelancer Kristi Eaton's upcoming visit
Responsive leads
Submitted Mission Plaza photo for USA TODAY 10Best's best public square voting
Partnerships
Met with SLO CAL and other partners on Dallas Media Mission
Hosted blogger Terumi Pong's Gold Pass visit with Visit Oxnard, Visit Santa Barbara and Visit California
Continued planning freelancer Johnny Motley's visit with Highway 1 Road Trip
Continued planning Caitlin Moore's visit with Visit Oxnard
Pitched "SLO Black-Owned Businesses" and "Springtime in SLO" story ideas to Visit California
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
KSBY San Luis Obispo launches 'Eat Local Bonus' program 139,000 $31.97 Support Local PROACTIVE PITCHING
KEYT City of SLO starts local dining rewards program 62,000 $14.21 Support Local PROACTIVE PITCHING
SLO TRIBUNE San Luis Obispo wants to pay you to eat at local restaurants in January 21,000.00 $2,039.05 Support Local PROACTIVE PITCHING
PASO ROBLES DAILY NEWS Dine in SLO this January and get a gift card 36,000 $8.27 Support Local PROACTIVE PITCHING
KCBX Issues & Ideas 7,321 -Support Local PROACTIVE PITCHING
FOOD & WINE This Adorable California Town Will Pay You to Eat There All Month Long 2,400,000 $1,900.00 Support Local DCI PITCHING
HELLO! INDIA This Picturesque US Town Will Pay You To Eat Out For A Month 2,182,163 -Support Local DCI PITCHING
TRAVEL AND LEISURE 11 Best Places to Travel in March 2023 2,010,000 $1,614.20 Cultural
CONDE NAST TRAVELER How I Used Points to Cover More Than $20K Worth of Hotel Stays for My Honeymoon 1,070,000.00 $860.66 Cultural
MSN TRAVEL America's Best Wineries For A Tasting With A View 67,150,000.00 $15,444.86 Beer/Wine
NZ HERALD The Californian hot spot to visit before everyone else does 32,000,000 -Cultural
NEW YORK SUN SLO Wines are Fast Making a Name for Themselves 38,000 $17.45 Beer/Wine
ATOD MAGAZINE Hotel Cerro SLO Brings Decadence and Tranquility 257 $0.06 Cultural
FAMILY DESTINATION GUIDE 30 Best Weekend Getaways From San Jose - Quick Trips!3,000,000 -Cultural
JOURNAL DU GABON San Luis Obispo, Ca is a great place to go for partners to Enjoy Hiking, theatre, and vineyards --Outdoor
TRAVEL DAILY MEDIA Six unique and unexpected finds in SLO CAL, California 29,000.00 Cultural
TOTALS
16 105,297,257 $17,937.23
TOTAL YTD
135 642,511,766 $270,405.40
151 747,809,023 $288,342.63
Report to City of SLO – TBID
Guest Services Contract
January 2023
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Jan.
2022
Jan.
2023
Calls to
1-877-SLO-TOWN
18 7 19 28 80 72
Hotel Availability Tracker Week
1
Week
2
Week
3
Week
4
Jan.
2022
Jan.
2023
Email Response 31 12 18 20 90 81
Phone Calls to
Hotels
68 62 61 66 296 257
Hotel Referrals Week
1
Week
2
Week
3
Week
4
Jan.
2022
Jan.
2022
Visitors Served
(walk-ins)
1,938 2,458 3,370 1,785 5,232 9,551
Guests Served
(via phone and
digitally)
530 485 584 612 1,997 2,211
Hotel Rooms
Referred
321 254 280 302 1,386 1,157
Agency Report · January 2023
SLO-TBID
Agency Repor t
January Activity & Performance
What’s Ahead:
● Quarterly Marketing Plan FY22-23:
Copy of Jan-March Visit SLO - 30/60/90 Marketing Plan - FY22-23
Paid Media
Paid search drove 23,161 impressions (a 29% decrease YoY), 2,812 clicks (a 37% increase YoY), a
12.14% CTR and 3,196 sessions (59% decrease YoY) while driving 65 Book Now Conversions, 776
hotel referrals and 90 homestay referrals at 12% increase in cost YoY .
Paid social drove 1,106,434impressions, 359,363 users reached and 14,352 clicks across
Facebook and Instagram with a 1.30% CTR for FB/Insta (a 82% increase YoY) for 5,811 sessions (a
101% increase YoY) while driving 6 hotel referrals at a 12% increase in cost YoY .
Display drove 1,915,298 impressions (a 8% increase YoY), 5,481 clicks, a .29% CTR (a 11%
decrease YoY) and 5,594 sessions while driving 14 hotel referrals, 8 homestay referrals and 3
things to do referrals at a 28% increase in cost YoY .
Video drove 164,895 impressions (a 29% increase YoY), 18,879 views, 950 clicks, a 11.45% view
rate and 673 sessions while driving 2 homestay referrals.
● Proactively monitored and optimized paid media placements ($24,833.23 spend)
Email Marketing
This January, we reached out to our Events & Entertainment, Food & Drink, Outdoors and General
audiences with a focus on the Eat Local Bonus.
Food & Drink Email : 50.9% open rate, 2.7% click rate
Outoors Email : 50.9% open rate, 2.7% click rate
Events & Entertainment Email : 49.4% open rate, 3.6% click rate
General Email: 39.4% open rate, 1.1% click rate
2
For context, with our past strategy, our single newsletter to all audiences received a 30% click rate
on average and 2% click rate on average over the year.
We also sent a follow-up re-engagement email this month to give one more chance for unengaged
contacts to show us that they still want to receive SLO emails. While we did get more engagement
on the second send including 1,000 people who opened the email and 196 people who chose to
unsubscribe, we now need to evaluate the approximately 12k contacts who did not open the emails,
and evaluate if we need to remove them from our segments for future sends.
We are also excited that in future emails we have implemented a Google Analytics integration that
will allow us to better monitor the impact of our email marketing on our larger goals.
Search Engine Optimization (SEO) & Content Creation
Organic search traffic increased 13% period-over-period and decreased 19% year-over-year .
Organic hotel partner referrals decreased 2% (288 vs 294), Book Now decreased 69% (31 vs 101)
and homestay referrals increased 33% (40 vs 30) year-over-year ( January 1-31, 2023 vs January
1-31, 2022 ). We saw a steady Avg Session Duration, bounce rate and pages per session PoP and 2%
increase in bounce rate, 8% decrease in pages/session and a 15% decrease in avg. session duration
YoY for organic search.
Page 1 keywords increased by 1% and maintained overall keywords , compared to the previous
period. In January, we saw additional positive PoP growth of ranked keywords for many of the
pages we have optimized including: a 120% increase to the Mission San Luis Obispo de Tolosa
page, a 23% increase in Weekend Trips From Los Angeles, a 40% increase to the Find a Hotel page,
a 21% increase to Sunset Drive-In and a 41% increase on Trains to SLO.
● SEO Optimizations created:
○ Page Optimization: Movies Filmed Around SLO
○ Page Optimization: Happy Hour
Blog Posts (2 per month)
Status:
● Blog #1: Eat With the Winter Season in SLO (completed)
● Blog #2: How to Live Your Healthiest SLO Life (posting soon)
Website
The website saw a 73% increase in sessions period-over-period (January 1-31, 2023 vs December
1-31, 2022 ) and a 13% decrease YoY; for a total of 37,665 sessions and 31,724 new users in
January. From an engagement perspective, bounce rate increased by 3% and pages/session
decreased by 9% and average session duration decreased by 16% YoY. PoP, we also saw a 10%
3
increase in bounce rate with a 10% decrease in avg. pages per session and a 24% decrease in avg.
session duration. The largest increases in traffic PoP came from Paid Search, Display and Social.
YoY, the largest increases in traffic came from Display, Referral, Other, Social and Email.
● Monthly Web Maintenance Items
○ WordPress and Plugin Updates
○ Installed Disable Comments plugin, deleted existing posted comments
○ Begin SLO Chamber Member Updates
○ Additional Neighborhood Landing Page Support for Verdin Marketing
○ Update to Main Navigation & Deals Page (remove Eat Loca Bonus deals, add The
MidWeekend deal)
PR, Media, And Influencer Relations
Proactive Pitch Development:
● Wine + Wellness (Complete)
● Food + Wine (Complete)
● Arts + Culture (In Progress)
● The Art of SLO (To Come)
Ongoing Media Conversations:
● Anonymous HARO, The Best Places to Stay this Valentine’s
● Matt Alderon, USA Today, Sustainable Travel
● Linda Laban, NY Post, SLO Getaway
● Robb Repor t, Devorah Lev-Tov, Over the Top Valentine’s Day Packages
Hosted Media Visit or Influencer Partnerships (6-9 visits/partnerships in 2022-23)
● Individual Media Visits - 2 Completed, 1-2 To Come
○ Scott Smith, Adelante Magazine (Sept 26-28 - COMPLETED)
○ Astrid Taran, Tripsavvy (November 9-11- COMPLETED)
○ Kristi Eaton, freelance, CNT February 6-9
○ Johnny Motley, Matador, TBD March (part of 101 road trip story)
● 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 2022-23)
Progress:
4 Completed, In Progress: Completed: Fall Destinations (Aug 2022) Halloween
Experiences (Sept 2022) Holiday Destinations (Nov 2022), Where to Go in 2023
(Nov 2022), Where to Celebrate Your Divorce (Feb 2023)
4
DCI 2022-23 SLO Coverage Grid:
● https://docs.google.com/spreadsheets/d/1X5vv8eqMyV4HSLq4nod-fio_XtbqSyap54Hau1w
V7yY/edit#gid=266309044
5
January 2023
ORGANIC SOCIAL REPORT
Date: 02/08/23
Page Fans: 96,258 ( 0%)
Total Posts: 16
Total Impressions: 1,277,012 ( 716.8%)
Total Organic: 34,825 ( 11%)
Total Engagements: 45,290 ( 394.8%)
Engagement Rate: 3.5 % ( 39%)
FACEBOOK
Top Posts:
Followers: 23,367 ( .9%)
Total Posts: 25
Total Impressions:259,938 ( 92.5%)
(includes both organic & paid)
Total stories: 51
Average Reach per Story: 1,073
Total Engagements: 5,895 ( 0.8%)
Engagement Rate: 2.3%
INSTAGRAM
Top Posts:
WHAT WE WORKED ON THIS MONTH:
- Promoted Eat Local Bonus via :
- 3 reels with a combined viewership of over 14k
- Reached over 8,000 non-follower accounts
- 5 $25 Gift Card Giveaways to Seeds, Old SLO BBQ,
Libertine Brewing, the Madonna Inn, and Quesadilla
Gorilla with over 1,000 total entries
- Promoted the Lunar New Year with an interview with the
Cal Poly Lion Dance team and a reel with nearly 4,000 views
- Promoted BA Start Barcade in Downtown SLO with a reel
gaining over 7,000 views
FEBRUARY’S FOCUS:
- Promote MidWeekend Campaign
- Feature Black-owned businesses in celebration of Black History Month
- Scheduling Content Creator visit for March
- Galentine’s Day giveaway
- Feature Arts and Culture in partnership with Verdin
- Create new Pinterest boards for trip and itinerary planning for MidWeekend
and Spring Break
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 11, 2023 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, January 11, 2023
Special Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Special Meeting of the San Luis Obispo Promotional Coordinating Committee was
called to order on Wednesday, January 11, 2023, at 5:32 p.m., by Chair Thomas.
ROLL CALL
Present: Chair John Thomas, and Vice Chair Samantha Welch, Committee
Members, Anni Wang, Lori Lerian and Clint Pearce
Absent: Member 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 VICE CHAIR WELCH SECONDED BY COMMITTEE
MEMBER LERIAN CARRIED 6-0 (With Member Wolf absent) to approve the Consent
Agenda items 1 thru 7.
C.1 Minutes of the Meeting on November 16, 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
C.7 Cultural GIA Program: Q3 Grant Recommendation Report
PRESENTATIONS
1. SUPPORT LOCAL PROGRAM QUARTER REPORT
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 11, 2023 Page 2
Allie Rohlfs, and Ashlee Akers from Verdin presented the quarterly report for the
Support Local marketing activities and an update on the next quarter’s activities.
Public Comment
None
--End of Public Comment--
ACTION: No action taken on this item.
2. PUBLIC RELATIONS, GIA SUPPORT, AND VISITOR SERVICES QUARTER
REPORT 20 mins
Jacqui Clark-Charlesworth and Jim Dantona, SLO Chamber of Commerce
presented the quarterly 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. PUBLIC ART PROMOTIONAL CAMPAIGN
Allie Rohlfs, and Ashlee Akers, Verdin Marketing presented the campaign update for
the public art promotional campaign “Art Starts With”, and reviewed the proposal
requested by the Chair and Vice Chair for a paid media addition and campaign
extension through September 2023.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY MEMBER LERIAN, SECONDED BY COMMITTEE
MEMBER WANG, CARRIED 6-0 (With Member Wolf absent) to approve adding the
Social Media Paid advertising with a budget of $3,000.
ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER PEARCE, CARRIED 6-0 (With Member Wolf absent) to approve extending
the public art promotion to August and September with a budget of $6,000.
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 11, 2023 Page 3
2. 2023-2024 CULTURAL GIA PROGRAM DISCUSSION
Chair Thomas presented the evolution of the Cultural GIA program for the fiscal year
2023-2024 grant cycle.
Public Comment
None
--End of Public Comment--
ACTION: The Committee appointed a task force of Vice Chair Welch, Member Lerian,
and Chair Thomas to evaluate the program requirements, draft the program outline and
develop the program timeline.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT - None
2. COMMITTEE OUTREACH UPDATE - None
3. TBID BOARD REPORT
Member Pearce reported on the January 11, 2023 TBID meeting.
4. TOURISM PROGRAM UPDATE
Tourism Manager Molly Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 7:02 p.m. The next Regular Promotional Coordinating
Committee meeting is scheduled for Wednesday, February 8, 2023 at 5:30 p.m. at City
Hall 990 Palm Street.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2022