HomeMy WebLinkAbout04-12-2023 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
REGULAR MEETING
Wednesday, April 12, 2023 City Hall – 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) 781-7114.
CALL TO ORDER Chair Clint Pearce
ROLL CALL: Chair Clint Pearce, Vice Chair Lydia Bates, Members Lori Keller, Megan
Taylor, Prashant Patel and Winston Newland
APPOINTMENT – OATH OF OFFICE 5 mins
Winston Newland, appointed by the City Council on March 21, 2023, will take the Oath
of Office to serve on the TBID Board.
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 Special Agenda for April 12, 2023 Page 2
CONSENT ITEMS 5 mins
C.1 Minutes of TBID Special Meeting on March 15, 2023
C.2 Smith Travel Report (STR)
C.3 Transient Occupancy Tax (TOT) Report
C.4 SLO Chamber Public Relations Monthly Report
C.5 SLO Chamber Guest Services Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
C.7 Badger Branding Organic Social Report
PRESENTATIONS
1. MARKETING SERVICES QUARTER REPORT AND 20 mins
Q4 MEDIA PLAN REVIEW
Representatives from Noble Studios and DCI will present the third quarter report and
year-to-date results for the marketing activities for the SLO TBID. Representatives
from Noble Studios will present the outlined media plan for the fourth quarter for the
Board’s review and input.
2. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT 15 mins
Representatives from the SLO Chamber will present the third quarter report and year-
to-date results on the Public Relations and Guest Services contract activities with the
SLO TBID.
3. CONTENT MARKETING QUARTER REPORT 10 mins
Representatives from the Badger Branding will present the third quarter report and
year-to-date results for the content marketing support and organic social media
activities with the SLO TBID.
4. WEBSITE PROJECT: HOME & SUB PAGE DESIGNS 20 mins
For the Board’s awareness, representatives from Noble Studios will present the
VisitSLO.com homepage and subpage designs as approved by the website task force
and staff.
Tourism Business Improvement District Board Special Agenda for April 12, 2023 Page 3
BUSINESS ITEMS
1. FY 23-24 BUDGET PRIORITIES AND CONSIDERATIONS 20 mins
The Board will discuss the priorities and considerations for the FY 23-24 TBID
operating budget for direction to the Budget Task Force and contractor team.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. PCC UPDATE – Liaison Report
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 April 26, 2023 at 10:00 a.m. in the Council Hearing Room at City Hall,
990 Palm Street, San Luis Obispo.
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) 781-7114 at least 48 hours before the meeting, if possible. Telecommunications
Device for the Deaf (805) 781-7410.
Meeting audio recordings can be found at the following web address:
https://opengov.slocity.org/WebLink/Browse.aspx?id=152891&dbid=0&repo=CityClerk&cr=1
DRAFT Minutes – Tourism Business Improvement District Board Special Meeting of 03/15/2023 Pg. 1
Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, March 15, 2023
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 March 15, 2023, at 10:00 a.m. by Chair Clint Pearce.
ROLL CALL
Present: Chair Clint Pearce, Vice Chair Harris, and Members Pragna Patel-Mueller
Prashant Patel (arrived at 10:10 AM), Lori Keller and Megan Taylor
Absent: Member Lydia Bates
Staff: Tourism Manager Molly Cano
PUBLIC COMMENT
Katy, Badger Branding
--End of Public Comment--
CONSENT ITEMS
ACTION: MOTION BY MEMBER PATEL-MUELLER AND SECONDED BY MEMBER
KELLER CARRIED 5-0 (With Members Patel and Bates absent) to approve the Consent
Agenda Items C.1 through C.7.
C.1 Minutes of TBID Meeting on February 8, 2023
C.2 Smith Travel Report (STR)
C.3 Transient Occupancy Tax (TOT) Report
C.4 SLO Chamber Public Relations Monthly Report
C.5 SLO Chamber Guest Services Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
C.7 Badger Branding Organic Social Report
PRESENTATIONS
1. CITY OF SLO ECONOMIC DEVELOPMENT STRATEGIC PLAN UPDATE
Economic Development Manager Lee Johnson presented information on the City’s
work effort to update the Economic Development Strategic Plan including the
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 03/15/2023 Pg. 2
considered restructure of the Economic Development and Tourism organizational
chart and the impacts on the TBID.
2. SLO CAL FESTIVAL AND EVENT STRATEGY UPDATE
Melissa Murray, Visit SLO CAL presented the SLO CAL Festival and Events Strategy.
3. WEBSITE PROJECT: MOOD BOARD PRESENTATION
Hayley Corbett, Gabbi Hall and Davis Bauman, Noble Studios presented the
VisitSLO.com mood board as approved by the website task force and staff.
BUSINESS ITEMS
1. SLO TBID APPOINTMENTS
The Board will appoint the TBID Board Chair and Vice Chair with appointment terms
commencing in April 2023. The Board will also approve the TBID Liaison assignments
to the PCC, and the Visit SLO CAL Board.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY VICE CHAIR HARRIS AND SECONDED BY MEMBER PATEL-
MUELLER, CARRIED 6-0 (With Member Bates absent) to appoint Chair Pearce to
another term as Chair.
ACTION: MOTION BY MEMBER KELLER AND SECONDED BY VICE CHAIR HARRIS,
CARRIED 6-0 (With Member Bates absent) to appoint Member Bates as Vice Chair.
ACTION: MOTION BY MEMBER KELLER AND SECONDED BY MEMBER PATEL,
CARRIED 6-0 (With Member Bates absent) to appoint Chair Pearce to represent the TBID
on the PCC.
ACTION: MOTION BY MEMBER KELLER AND SECONDED BY VICE CHAIR HARRIS,
CARRIED 6-0 (With Member Bates absent) to appoint Chair Pearce to represent the TBID
on the Visit SLO CAL Board.
2. FY 23-25 BUDGET PROCESS
Tourism Manager Molly Cano discussed the timeline and process for the development
of the 2023-25 TBID budget.
Public Comment
None
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 03/15/2023 Pg. 3
--End of Public Comment--
ACTION: By consensus the Board agreed to appoint Chair Pearce, Vice Chair Bates
and Member Patel to be on the task force to work on the budget.
3. SLO FILM FESTIVAL MARKETING & MEDIA PLAN
Hayley Corbett and Danni Winter, Noble Studios presented the outlined for the
marketing and media plan for the SLO Film Festival sponsorship for the Board’s
review and input.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY MEMBER KELLER AND SECONDED BY MEMBER VICE
CHAIR HARRIS, CARRIED 6-0 (With Member Bates absent) to approve the
marketing and media plan for the Film Festival as presented.
4. CENTRAL COAST PRIDE SPONSORSHIP
Dusty Colyer-Worth, GALA provided an overview of the funding request for
sponsorship support of Central Coast Pride Festival. Hayley Corbett, Noble Studios
provided recommendations for the marketing of the event.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY MEMBER PATEL-MUELLER AND SECONDED BY MEMBER
KELLER, CARRIED 6-0 (With Member Bates absent) to approve a budget of $15,000
to Central Coast Pride for event support and an up to $30,000 budget for marketing
adding the San Francisco market.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – None.
2. PCC UPDATE – Chair Pearce provided an update on PCC activities.
3. VISIT SLO CAL UPDATE – Chair Pearce provided an update.
4. TOURISM PROGRAM UPDATE – Tourism Manager Cano provided an update on the
tourism program.
ADJOURNMENT
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 03/15/2023 Pg. 4
The meeting was adjourned at 12:03 p.m. The next regular Tourism Business
Improvement District Board meeting is scheduled for April 12, 2023, at 10:00 a.m. held
at City Hall.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/XX
March 2023
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 64.42 72.17 66.64 176.55 186.80 179.72 113.74 134.81 119.76 5.51 -0.56 3.55 12.76 3.60 9.44 18.97 3.02 13.33
City of Paso Robles 55.58 76.83 61.65 128.72 196.59 152.89 71.54 151.04 94.25 -11.34 0.53 -7.45 -1.76 -0.68 -0.05 -12.90 -0.15 -7.49
City of Pismo Beach 45.17 65.38 50.95 148.99 241.29 182.84 67.30 157.77 93.15 -13.62 -6.05 -10.99 -7.56 -6.15 -6.00 -20.15 -11.82 -16.33
City of San Luis Obispo 57.27 81.80 64.28 138.22 191.61 157.63 79.16 156.73 101.32 7.08 8.71 7.66 4.87 -5.88 -0.01 12.29 2.32 7.65
City of Morro Bay 45.12 64.66 50.70 109.74 152.74 125.41 49.51 98.77 63.58 -13.71 -14.13 -13.86 6.68 2.32 4.66 -7.94 -12.14 -9.85
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 68.54 72.28 69.61 191.77 201.45 194.64 131.45 145.61 135.50 5.41 -3.10 2.74 13.32 4.92 10.35 19.46 1.67 13.37
City of Paso Robles 60.95 70.49 63.68 133.26 201.46 154.84 81.22 142.01 98.59 0.51 -20.47 -7.23 11.07 -6.26 -0.11 11.65 -25.45 -7.33
City of Pismo Beach 51.97 52.43 52.10 167.64 226.42 184.54 87.13 118.70 96.15 -10.44 -32.71 -18.22 -2.51 -18.18 -11.52 -12.69 -44.95 -27.65
City of San Luis Obispo 61.79 66.32 63.08 142.12 184.32 154.80 87.81 122.24 97.65 9.50 -24.58 -3.59 6.43 -9.44 -3.50 16.54 -31.70 -6.96
City of Morro Bay 48.40 54.80 50.23 112.63 148.03 123.66 54.51 81.11 62.11 -9.86 -30.88 -17.66 6.81 -4.52 -0.16 -3.71 -34.00 -17.79
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 69.34 74.61 70.84 190.16 196.63 192.11 131.85 146.71 136.10 3.44 -5.97 0.42 10.19 1.00 6.92 13.98 -5.03 7.36
City of Paso Robles 58.51 75.95 63.49 135.48 230.07 167.81 79.27 174.73 106.54 -8.04 -15.22 -10.63 7.14 -7.60 -1.64 -1.47 -1.47 -12.09
City of Pismo Beach 49.70 66.60 54.53 164.45 247.94 193.59 81.73 165.12 105.56 -21.99 -15.76 -19.92 -12.31 -13.06 -11.98 -31.59 -31.59 -29.51
City of San Luis Obispo 55.74 74.61 61.14 138.83 191.82 157.30 77.39 143.12 96.17 -11.38 -1.60 -8.20 3.64 -6.28 0.22 -8.16 -8.16 -7.99
City of Morro Bay 51.18 62.57 54.43 112.59 152.85 125.81 57.62 95.64 68.48 -14.83 -20.29 -16.70 4.91 -6.18 -0.47 -10.65 -10.65 -17.09
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 66.86 76.28 69.55 190.65 197.13 192.68 127.47 150.37 134.02 -4.95 -3.97 -4.64 7.08 -1.27 4.28 1.78 -5.19 -0.56
City of Paso Robles 60.57 79.61 66.01 137.43 226.50 168.12 83.24 180.32 110.98 -11.45 -5.44 -9.46 6.69 -5.12 1.85 -5.52 -10.28 -7.79
City of Pismo Beach 47.92 70.28 54.31 168.99 254.28 200.52 80.98 178.71 108.90 -26.57 -14.17 -22.42 -12.40 -14.89 -12.16 -35.67 -26.95 -31.86
City of San Luis Obispo 55.68 82.46 63.33 142.92 202.91 165.24 79.58 167.32 104.65 -13.96 3.21 -8.28 4.41 -5.62 1.56 -10.16 -2.58 -6.85
City of Morro Bay 50.58 70.62 56.31 115.36 167.15 133.92 58.36 118.03 75.41 -24.01 -15.00 -21.01 3.52 -0.13 2.97 -21.34 -15.11 -18.67
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 66.17 76.72 69.18 180.75 197.11 185.94 119.60 151.23 128.64 2.81 2.45 2.69 6.28 3.07 5.16 9.26 5.59 7.99
City of Paso Robles 77.19 84.02 79.14 149.75 219.03 170.76 115.59 184.04 135.15 5.72 -2.52 3.08 12.63 -5.41 3.76 19.08 -7.79 6.95
City of Pismo Beach 54.36 73.28 59.76 182.32 264.48 211.10 99.11 193.80 126.16 -7.73 -4.29 -6.55 -5.81 -11.86 -8.21 -13.09 -15.64 -14.23
City of San Luis Obispo 59.09 81.49 65.49 145.15 200.46 164.81 85.77 163.35 107.93 -7.35 -0.30 -4.96 2.83 -7.26 -1.06 -4.73 -7.55 -5.97
City of Morro Bay 58.10 71.55 61.95 118.15 171.18 135.65 68.65 122.49 84.03 -0.87 -9.61 -3.93 4.90 -2.31 0.79 3.99 -11.70 -3.17
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
For the Week of March 26, 2023 to
April 01, 2023
For the Week of March 19, 2023 to
March 25, 2023
For the Week of March 12, 2023 to
March 18, 2023
For the Week of March 05, 2023 to
March 11, 2023
For the Week of February 26, 2023
to March 04, 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$ 630,527$ -1.2%
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$ 526,691$ -5.5%Missing 4 Hotels
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$ 671,374$ -6.2%
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 51.0 50.4 -1.2%137.26 136.70 -0.4%70.00 68.90 -1.6%
February 64.0 66 3.1%156.82 157.11 0.2%100.36 103.64 0.032709511
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 65.55 66.94 66.46 0.01 192.75 187.61 -0.01 130.98 127.30 Updated: 04/07/2023
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2023
PR ACTIVITY
Implementation/Proactive Work
Pitched Midweekend to local and regional media
Continued planning Transformative Travel FAM with DCI
Continued planning Arts + Culture FAM with Hotel SLO
Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign
Responsive leads
Gathered content on history of SLO Chinatown for Johnny Motley
Began planning writer Dan Shryock's visit
Partnerships
Began planning AFAR journalist Mae Hamilton's visit in partnership with DCI
Began planning Arizona writer Karen Schaffner's visit
Pitched "Holidays Without Harm" story ideas to Visit California
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
USA TODAY Best Public Square (2023)20,061,000.00 $23,705.92 Cultural PROACTIVE PITCHING
NBC That ‘bed tax’ on your hotel bill isn’t going anywhere, but the things it funds are changing 17,430,000.00 $14,030.45 Sustainability DCI PITCHING
7 X 7 Modern Guide to San Luis Obispo: Hip Vibes, Boutique Hotels, Fresh Eats + Wine Tasting 99,000 $22.86 Cultural DCI PITCHING
GREERS OC SLO's Poupular Midweekend Package Returns Thorugh March 30 & Receive $100 1,300 $12.00 Support Local DCI PITCHING
TRAVEL DREAMS MAGAZINE Traveling Greener this Earth Day Through Unique Destinations 1,000 $0.22 Sustainability DCI PITCHING
MICROSOFT TRAVEL Headed to San Luis Obispo? Here's what you shouldn't miss!67,150,000.00 $15,444.86 Cultural
TRAVEL + LEISURE 13 Most Scenic Train Rides in the World 2,840,000 $2,285.81 Sustainability
TRIPS TO DISCOVER 14 Best Hotels for a Minimoon 391,000 $89.92 Cultural
FAMILY DESTINATIONS GUIDE Best Pizza in San Luis Obispo, CA 483,000 $111.07 Culinary
LUXATIC 20 Best Hotels With Rooftop Pools In The United States 133,000.00 $30.52 Cultural
TASTING TABLE Not Into Wine? Consider A Trek Along The California Cheese Trail 1,110,000 $256.41 Culinary
TEXAS LIFESTYLE MAGAZINE #WineWednesday: From Water to Wine – Staying on Amtrak for California’s Central Coast, Covering Pismo Beach, San Luis Obispo, and Paso Robles75,000 $11.55 Beer/Wine
ONE DAY ITINERARY One Day in San Luis Obispo Itinerary 22,000.00 $5.01 Cultural
DAYTRIPPEN Madonna Inn San Luis Obispo A Unique Travel Experience 27,000 $6.20 Cultural
INTERNATIONAL TRAVELLER A 10-day road trip on California's Highway One 14,000 $3.20 Cultural
SOCAL THRILLS Travel on Amtrak’s Pacific Surfliner This Spring Break 500.00 $0.12 Sustainability
14 109,837,800.00 $56,016.12
TOTAL YTD
149 778,223,023 $317,640.73
163 888,060,823.00 $373,656.85
Report to City of SLO – TBID
Guest Services Contract
March 2023
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Mar.
2022
Mar.
2023
Calls to
1-877-SLO-TOWN
43 32 23 24 153 122
Hotel Availability Tracker Week
1
Week
2
Week
3
Week
4
Mar.
2022
Mar.
2023
Email Response 28 24 13 17 96 82
Phone Calls to
Hotels
86 69 74 67 332 296
Hotel Referrals Week
1
Week
2
Week
3
Week
4
Mar.
2022
Mar.
2023
Visitors Served
(walk-ins)
1,379 1,253 1,587 1,276 5,899 4,470
Guests Served
(via phone and
digitally)
453 409 341 259 1,154 1,718
Hotel Rooms
Referred
298 261 201 176 1,559 785
Agency Report ·March 2023
SLO-TBID
Agency Repor t
March 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 27,346 impressions (steady PoP),3,287 clicks ,a 12.02%CTR (a 5%increase
PoP),a 37.45%conversion rate (9%increase PoP)and 3,442 sessions (43%decrease YoY)while
driving 69 Book Now conversions,1,100 hotel referrals (242%increase YoY)and 50 homestay
referrals at 24%increase in cost YoY.
Paid social drove 3,177,768 impressions,1,049,341 users reached and 37,475 clicks across
Facebook and Instagram with a 1.18%CTR for FB/Instagram (a 14%increase YoY)for 11,910
sessions (a 229%increase YoY)while driving 68 hotel referrals,2 homestay referrals at a 139%
increase in cost YoY.
Display drove 3,263,049 impressions (a 298%increase YoY),11,091 clicks,a .34%CTR,a 0.47%
conversion rate (95%increase YoY)and 9,001 sessions while driving 39 hotel referrals,5
homestay referrals and 10 things to do referrals at a 143%increase in cost YoY.
Discovery drove 334,351 impressions,4,967 clicks,a 1.49%CTR,a 1.47%conversion rate and
2,629 sessions while driving 77 hotel referrals,4 homestay referrals,5 Book Now conversions and
4 things to do referrals at a 50%increase in cost YoY.
Video drove 408,965 impressions (a 204%increase YoY),17,562 views,1,703 clicks,a 4.29%view
rate and 1,597 sessions while driving 2 Book Now conversions,1 hotel referrals and 3 homestay
referrals.
Proactively monitored and optimized paid media placements ($55,932 spend)
2
Email Marketing
This March,we reached out to our Events &Entertainment,Food &Drink,Arts &Culture,and General
audiences.We saw strong performance—particularly with our Food &Drink audience and Events &
Entertainment.
Food &Drink Email:49.1%open rate,3.1%click rate,4.4%conversion rate (8 Hotel Outbound
Referrals)
Events &Entertainment Email:49.8%open rate,2.7%click rate,5.52%conversion rate (10 Hotel
Outbound Referrals)
Arts &Culture:44.6%open rate,2.6%click rate (Note:1.3%=3 clicks.This is a small segment
due to overlap from other segments)
General Email:5.54 %conversion rate,(25 Hotel Outbound Referrals)
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.
A few key learnings:
1.There is a lot of overlap between the Arts &Culture segment and our other interests.We will
likely reserve this segment moving forward for very particular touchpoints vs.regular
communication.
2.Events &Entertainment and Food &Drink segments continue to be highly engaged and
converting well.
We also started tracking emails in Google Analytics to provide further insight such as conversion
rates,bounce rates,pages/session,session duration and more.
Search Engine Optimization (SEO)&Content Creation
Organic search traffic increased 12%period-over-period and increased 4%year-over-year.Organic
hotel partner referrals increased 69%(506 vs 299),Book Now decreased 27%(72 vs 99)and
homestay referrals increased 433%(32 vs 6)year-over-year (March 1-31,2023 vs March 1-31,2022).
We saw a 9%decrease in Avg Session Duration,bounce rate increased by 1%and a 4%decrease in
pages per session PoP and 5%increase in bounce rate,7%decrease in pages/session and a 9%
decrease in avg.session duration YoY for organic search.
Page 1 keywords decreased by 5%PoP and increased 29%YoY.In March,we saw additional
positive PoP growth of ranked keywords for many of the pages we have optimized including:a 12%
increase to the Attractions and Entertainment page,a 9%increase to the Find a Hotel page,a 23%
increase to Things to Do and a 8%increase to the Happy Hour page.
●SEO Optimizations created:
3
○Prompted and Written in March as part of the website project:
■Things to Do
■Places to Stay
■Food and Drink
■Plan My Trip
○Prompted and Written in March as part of our ongoing retainer efforts:
■Breakfast and Coffee
○Prompted and Written as part of the Pride Event Marketing push:
■LGBTQIA+Landing Page
Blog Posts (2 per month)
Completed:
●Blog #1:In lieu of a blog post,the Film Festival blog was converted to a landing page to
support paid efforts
●Blog #2:New to You Business (April 7 send)
Website
The website saw a 1%decrease in sessions period-over-period (March 1-31,2023 vs January
29-February 28,2023)and a 32%increase YoY;for a total of 62,899 sessions and 53,183 new users
in March.From an engagement perspective,bounce rate increased by 6%and pages/session
decreased by 11%and average session duration decreased by 22%YoY.PoP,we also saw a steady
bounce rate with a 1%decrease in avg.pages per session and a 1%increase in avg.session
duration.The largest increases in traffic PoP came from Organic and (Other).YoY,the largest
increases in traffic came from Referrals,Display and Email.The (Other)traffic increase is mainly
attributed to the CCTC Co-op.
●Monthly Web Maintenance Items
○Gravity Forms
○Gravity Forms Mailchimp Add-on
○Pantheon Advanced Page Cache
○WP Migrate
○Yoast
PR,Media,And Influencer Relations
Proactive Pitch Development:
●Wine +Wellness (Complete)
●Food +Wine (Complete)
●Arts +Culture (In Progress)
●The Art of SLO (To Come)
4
Ongoing Media Conversations:
●Kathryn Lunstrom,Ad Week,Sustainability
●Jessica Sulima,Thrillist,Where to Celebrate Earth’s Bounty
●Reader’s Digest,Nicest Places in America (submitted entry)
●Lauren Dana,TimeOut,Best Hot Springs In The U.S.
●Sarah Kuta,TripAdvisor,Beginner Friendly Mountain Biking Destinations
●Molly O’Brien,Business Insider,Vacation Destinations in the U.S.For A Greener,More Local
Getaway
●Sarah Kuta,TripAdvisor,Uncrowded Destinations for Memorial Day
●Matt Alderon,USA Today,Sustainable Travel
●Robert Curley,AAA Magazine,TV &Movie Destinations
●Alesandra Dubin,Insider,Eco-Friendly Things to Do on Vacation
●Christian Gollayan,Men’s Journal,Men’s Journal Travel Awards
●Britney Eschelman,Hotels Above Par,Where to Visit in April
●Molly O’Brien,Fodor’s,General Travel Story
Hosted Media Visit or Influencer Partnerships (2-3 visits/partnerships in 2022-23)
●Individual Media Visits -4 Completed,1 To Come
○Scott Smith,Adelante Magazine (Sept 26-28 -COMPLETED)
○Astrid Taran,Tripsavvy (November 9-11-COMPLETED)
○Kristi Eaton,freelance,CNT February 6-9 (COMPLETED)
○Johnny Motley,Matador,March (COMPLETED)
○Mae Hamilton,AFAR,May 20 (PENDING)
●Food +Wine Group Press Trip Spring 2023 -To Come
○Lizbeth Scordo,AAA Westways (Confirmed -MWML)
○Jeremy Long,Matador (Confirmed -MWML)
○Amanda McCracken,SELF,Women’s Running,Outside (Confirmed -MWML)
○Donald Padgett,Out Traveler,Advocate (Confirmed -MWML)
○Natasha Decker,Madame Noire (Confirmed -MWML)
○Rebecca Deurlein,Travel +Leisure,Fodors Travel (journalist canceled)
○Alexa Mellardo,Eat This/Not That (journalist canceled)
○Janna Graber,Epoch Times (Visit SLO canceled)
DCI’s All Client Pitch Initiative
Proposed:(4-6 pitches throughout 2022-23)
Progress:
6 Completed,In Progress:Completed:Fall Destinations (Aug 2022)Halloween
Experiences (Sept 2022)Holiday Destinations (Nov 2022),Where to Go in 2023
5
(Nov 2022),Where to Celebrate Your Divorce (Feb 2023),Sustainable Travel (March
2023)
DCI 2022-23 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/1X5vv8eqMyV4HSLq4nod-fio_XtbqSyap54Hau1w
V7yY/edit#gid=1124811420
6
March 2023
ORGANIC SOCIAL REPORT
Date: 04/12/23
Page Fans: 96,163 ( 0%)
Total Posts: 23
Total Impressions: 2,847,256 ( 6.8%)
Total Organic: 40,685 ( 4.1%)
Total Engagements: 60,683 ( 26.6%)
Engagement Rate: 2.1 % ( 31.2%)
FACEBOOK
Top Posts:
Followers: 23,795 ( 0.6%)
Total Posts: 40
Total Impressions: 600,599 ( 12.4%)
(includes both organic & paid)
Total stories: 55
Average Reach per Story: 446
Total Engagements: 6,774 ( 39%)
Engagement Rate: 1.1%
INSTAGRAM
Top Posts:
WHAT WE WORKED ON THIS MONTH:
- Promoted the MidWeekend via :
- Our promotional reel views continued climbing and
received over 187,000 views!
- Reached over 167,000 non-follower accounts
- Has been nearly 6,600 times and saved 1,500 times
- Celebrated Women’s History Month by featuring a roundup
of women-owned businesses in the hospitality sector,
featured 2 women-owned businesses (The Center and
Taste), and highlighted the At Her Table event at Granada
Hotel, along with other women creatives
- Touched on agri-tourism through Giving Tree farms
APRIL’S FOCUS:
- Promote SLO Film Fest ticket-bonus Campaign through the end of April
- Feature Sustainability with Earth Day and Arbor Day (Keys for Trees)
- Welcoming Content Creator @ChooseThePathYouTake (April 6-7)
- World Art Day (along with the Art Starts With ___ campaign)
- Highlighting events - Second Saturdays, Rosé the SLO Way, CP Open House
- ShareSLO Egg Hunt with Sheila Kearns chocolate giveaway
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 15, 2023 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, March 15, 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, March 15, 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, Robin Wolf and Clint Pearce
Absent: None
Staff: Tourism Manager Molly Cano
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY MEMBER PEARCE SECONDED BY COMMITTEE
MEMBER WOLF CARRIED 7-0 to approve the Consent Agenda items 1 thru 7.
C.1 Minutes of the Regular Meeting on January 11, 2023
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 (TOT) Report
PRESENTATIONS
1. CITY OF SLO ECONOMIC DEVELOPMENT STRATEGIC PLAN UPDATE
Economic Development Manager Lee Johnson presented information on the City’s
work effort to update the Economic Development Strategic Plan.
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 15, 2023 Page 2
2. SLO CAL WELCOME
Melissa Murray, Visit SLO CAL provided an informational presentation on the SLO
CAL Welcome program.
Public Comment
None
--End of Public Comment--
ACTION: No action taken on this item.
3. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE
Holly SLO Chamber will present the report for the public relations activities that
occurred over the past months.
Public Comment
None
--End of Public Comment--
ACTION: No action taken on this item.
BUSINESS ITEMS
1. SUPPORT LOCAL NEIGHBORHOOD CAMPAIGN ADDITIONAL ASSETS
15 mins
Allie Rohlfs, Verdin presented a proposal to create the additional assets for the
neighborhood campaign, including the three remaining neighborhoods: Airport,
Laguna and SoHi.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY MEMBER WOLF, SECONDED BY COMMITTEE
MEMBER FOSBERG, CARRIED 7-0 to approve a budget of $14,000 to create the
additional assets for the neighborhood campaign.
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 15, 2023 Page 3
2. REVISED GIA PROGRAM
Chair Thomas, Vice Chair Welch and Member Lerian presented the revised GIA
program details for the Committee’s review and consideration beginning in fiscal year
2023-24.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY MEMBER PEARCE, SECONDED BY COMMITTEE
MEMBER WANG, CARRIED 7-0 to approve the recommendation for the new Cultural
Arts and Community Promotion (CACP) Grants program as presented by the task force.
3. FY 23-25 BUDGET PROCESS
Tourism Manager Molly Cano discussed the timeline and process for the development
of the 2023-25 budget for the PCC program.
Public Comment
None
--End of Public Comment--
ACTION: No action taken on this item.
4. ELECTION OF CHAIR & VICE CHAIR
The committee elected a Chair and Vice-Chair for the term of April 2023 to March
2024.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY MEMBER LERIAN, SECONDED BY COMMITTEE
MEMBER WOLF, CARRIED 7-0 to appoint Vice Chair Welch as Chair.
ACTION: UPON MOTION BY MEMBER WANG, SECONDED BY CHAIR WELCH,
CARRIED 7-0 to appoint Member Lerian as Vice Chair.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT –
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 15, 2023 Page 4
Member Lerian reported on SLO REP’s Ring of Fire event.
Vice Chair Welch met with Opera SLO.
2. COMMITTEE OUTREACH UPDATE - None
3. TBID BOARD REPORT –
Member Pearce reported on the March 15, 2023 TBID special meeting.
4. TOURISM PROGRAM UPDATE
Tourism Manager Molly Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 7:00 p.m. The next Regular Promotional Coordinating
Committee meeting is scheduled for Wednesday, April 12, 2023 at 5:30 p.m. at City Hall
990 Palm Street.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2023