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Home My WebLink About06-14-2023 PCC Agenda Packet Promotional Coordinating Committee AGENDA Wednesday, June 14, 2023, 5:30 p.m. Council Hearing Room, 990 Palm Street, San Luis Obispo The City of San Luis Obispo has returned to in-person meetings. Zoom participation will not be supported. For those attending in-person, City facilities will be at limited capacity and masks are strongly recommended. INSTRUCTIONS FOR PUBLIC COMMENT: Public Comment prior to the meeting (must be received 3 hours in advance of the meeting): Mail - Delivered by the U.S. Postal Service. Address letters to the City Clerk's Office at 990 Palm Street, San Luis Obispo, California, 93401. Email - Submit Public Comments via email to advisorybodies@slocity.org. In the body of your email, please include the date of the meeting and the item number (if applicable). Emails will not be read aloud during the meeting. Voicemail - Call (805) 781-7164 and leave a voicemail. Please state and spell your name, the agenda item number you are calling about, and leave your comment. Verbal comments must be limited to 3 minutes. Voicemails will not be played during the meeting. *All correspondence will be archived and distributed to members, however, submissions received after the deadline will not be processed until the following day. Public Comment during the meeting: Meetings have returned to an in-person format. To provide public comment during the meeting, you must be present at the meeting location. Electronic Visual Aid Presentation. To conform with the City's Network Access and Use Policy, Chapter 1.3.8 of the Council Policies & Procedures Manual, members of the public who desire to utilize electronic visual aids to supplement their oral presentation are encouraged to provide display-ready material to the City Clerk by 12:00 p.m. on the day of the meeting. Contact the City Clerk's Office at cityclerk@slocity.org or (805) 781-7114. Pages 1.CALL TO ORDER Chair Welch will call the Regular Meeting of the Promotional Coordinating Committee to order. 2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA At this time, people may address the Committee about items not on the agenda. 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. 3.CONSENT 3.a MINUTES OF THE REGULAR MEETING ON MAY 10, 2023 5 3.b 2022-23 COMMUNITY PROMOTION BUDGET REPORT 9 3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORTS 11 3.d SLO CHAMBER VISITOR CENTER REPORTS 13 3.e SLO CHAMBER GIA SUPPORT REPORTS 15 3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT 17 4.PRESENTATIONS 4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE Representative from the SLO Chamber will present the report for the public relations activities that occurred over the past two months. 5.BUSINESS ITEMS 5.a SUPPORT LOCAL VIDEO PROJECT PROPOSAL 19 Representatives from Verdin Marketing will present a proposal for a comprehensive neighborhood video. 5.b FY 22-23 COMMUNITY PROMOTIONS BUDGET STATUS The committee will review the FY22-23 budget status for final consideration and discussion. 5.c FY 23-24 COMMUNITY PROMOTIONS PROGRAM BUDGET 21 The committee will finalize and approve the FY 23-24 budget allocations for the PCC program for recommendation to City Council. 5.d PCC CONTRACT APPROVALS 23 The Committee will approve the two-year agreements with the SLO Chamber for Visitor Services, Public Relations and Grant Promotions Support. 6.PCC LIAISON REPORTS AND COMMUNICATION 6.a GIA LIAISON REPORT – Liaison Assignments 6.b COMMITTEE OUTREACH UPDATE – Committee Report 6.c TBID BOARD REPORT – TBID Meeting Minutes of May 10, 2023 35 6.d TOURISM PROGRAM UPDATE – Staff Report 7.ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee is scheduled for July 12, 2023 at 5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. LISTENING ASSISTIVE DEVICES are available -- see the Clerk 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. Agenda related writings or documents provided to the Promotional Coordinating Committee are available for public inspection on the City’s website, under the Public Meeting Agendas web page: https://www.slocity.org/government/mayor- and-city-council/agendas-and-minutes. Meeting video recordings can be found on the City’s website: http://opengov.slocity.org/WebLink/Browse.aspx?id=60946&dbid=0&repo=CityCl erk 1 Promotional Coordinating Committee Minutes May 10, 2023, 5:30 p.m. Council Hearing Room, 990 Palm Street, San Luis Obispo Promotional Coordinating Committee Present: Committee Member Maureen Forsberg, Committee Member John Thomas, Committee Member Anni Wang, Committee Member Robin Wolf, Vice Chair Lori Lerian, Chair Samantha Welch Promotional Coordinating Committee Absent: Committee Member Clint Pearce City Staff Present: Tourism Manager Molly Cano, Tourism Analyst Jacqui Clark- Charlesworth _____________________________________________________________________ 1. CALL TO ORDER A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on May 10, 2023 at 5:32 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Welch. 2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA Public Comment: Ashley Scarcella, Verdin Marketing --End of Public Comment-- 3. CONSENT Motion By Committee Member Thomas Second By Vice Chair Lerian To approve Consent Items 3a. through 3f. Ayes (6): Committee Member Forsberg, Committee Member Wang, Committee Member Wolf, Committee Member Thomas, Vice Chair Lerian and Chair Welch Absent (1): Committee Member Pearce Page 5 of 38 2 CARRIED (6 to 0) 3.a MINUTES OF THE REGULAR MEETING ON APRIL 12, 2023 3.b 2022-23 COMMUNITY PROMOTION BUDGET REPORT 3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT 3.d SLO CHAMBER VISITOR CENTER REPORTS 3.e SLO CHAMBER GIA SUPPORT REPORTS 3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT 4. BUSINESS ITEMS 4.a FY 23-25 CONTRACT PROPOSALS The Committee received a presentation from Jim Dantona, SLO Chamber of Commerce President/CEO on the SLO Chamber of Commerce's proposed two-year contracts for Public Relations, Grant Support and Visitor Services. No action taken on this item. 4.b FY 23-24 COMMUNITY PROMOTIONS PROGRAM BUDGET The committee reviewed potential budget allocations. No action taken on this item. To be voted on at the June 14, 2023 meeting. 4.c FY 22-23 PCC BUDGET STATUS By consensus the Board agreed to allocate the remaining budget to create an overview Neighborhood video project. Staff was directed to request a proposal of the project from the Support Local agency of record, Verdin Marketing to be considered at the June 14, 2023 meeting. 5. PCC LIAISON REPORTS AND COMMUNICATION 5.a GIA LIAISON REPORT – Liaison Assignments Member Thomas reported on the Sheep Shearing Shindig. Vice Chair Lerian reported on the Lego event. 5.b COMMITTEE OUTREACH UPDATE – Committee Report: No reports. 5.c TBID BOARD REPORT – TBID Meeting Minutes: April 12, 2023 Page 6 of 38 3 Tourism Manager Cano provided an overview of items covered at the TBID meeting. 5.d TOURISM PROGRAM UPDATE – Tourism Manager Molly Cano provided an update on the tourism program. 6. ADJOURNMENT The meeting was adjourned at 7:35 p.m. The next Regular Meeting of the Promotional Coordinating Committee is scheduled for June 14, 2023 at 5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X Page 7 of 38 Page 8 of 38 Community Promotions Budget 2022-23 Budget 2022-23 Amount Budget 405,609$ Returned Funds (Previous Year GIA) 21-22 Carryover 12,000$ Total Budget 417,609$ Expenditure Last Updated 6/8/2023 Expenditure Allocated Committed/Expended Available Balance Contractor Grants-in-Aid Funding 125,000$ 114,000$ 11,000$ GIA Recipients Grants-in-Aid Marketing Support Contract 30,000$ 27,500$ Chamber of Commerce Community Placemaking & Recovery Projects 41,873$ 38,000$ 3,873$ Various Visitors Center 119,600$ 99,660$ Chamber of Commerce PR Contract 45,000$ 41,250$ Chamber of Commerce Media Monitoring Service 3,527$ 3,527$ Chamber of Commerce Downtown Maps 9,000$ 9,000$ Chamber of Commerce Support Cost 5,000$ 2,500$ 2,500$ City Administration Administration 38,601$ 38,601$ City Administration Total 417,601$ 374,038$ 17,373$ Page 9 of 38 Page 10 of 38 Report to City of SLO – TBID and PCC Public Relations Contract May 2023 PR ACTIVITY Implementation/Proactive Work Hosted 5 writers for Transformative Travel FAM with DCI Continued planning Arts + Culture FAM with Hotel SLO Direct outreach to more than 75 vetted travel writers to invite them to Visit San Luis Obispo Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign Hosted AFAR journalist Mae Hamilton's visit in partnership with DCI Hosted writer John Poimiroo Responsive Leads Met with Amtrak San Joaquin Valley to learn more about new local routes Met with Tony DaSilva, mountain bike writer and video creator interested in highlighting SLO Partnerships Met with Bettina Swigger to facilitate tourism collaboration with Downtown SLO Continued working with DCI on media partnerships and pitching strategy Pitched "Summer Fairs & Festivals", "Best Beaches" and SLO City Sustainability award story ideas to Visit California PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF VISIT CALIFORNIA Where to Celebrate Pride Month 2023 in California 1,000.00 -Cultural PROACTIVE PITCHING BOLLYINSIDE Grant applications now open for non-profit organizations to promote local events in San Luis Obispo 210,000 $48.22 Support Local PROACTIVE PITCHING EIN NEWS City of San Luis Obispo opens grant window for non-profit marketing of local events 190,000 $43.78 Support Local PROACTIVE PITCHING PASO ROBLES DAILY NEWS One Cool Earth hosting third-annual Garden Party 28,000 $6.39 Support Local PROACTIVE PITCHING LA TIMES The top 10 California experiences you'll recommend again and again 6,390,000 $7,346.75 Cultural DCI PITCHING WORLD ATLAS These Towns in California Have The Best Main Streets 1,330,000 $305.33 Cultural DCI PITCHING TIMEOUT The best Pride parades and festivals in the U.S. to celebrate LGBTQ rights 18,911,636 $174,932.00 Cultural DCI PITCHING NATIONAL POST ONLINE California coast offers beaches, vineyards and natural wonders 968,000.00 $1,113.22 Cultural TRIPS TO DISCOVER 14 Best California Hotels with Pools 403,000 $92.79 Family DOGTIME 6 Pawsome Dog-friendly Hotels to Visit During National Pet Month 306,000.00 $70.34 Family THE ENTERTAINER!SLO Down in San Luis Obispo: Gorgeous views, fun shopping await on California's Central Coast 100,000.00 $0.15 Cultural MONEY TALKS NEWS ONLINE 2023's Best California Wine Counties 176,000 $40.51 Beer/Wine JOHNNY JET California Road Trip: Los Angeles to San Francisco and Must-Visit Stops Along the Way 125,000 $100.25 Cultural BON TRAVELER The Best Hotels in San Luis Obispo, California 27,000 $6.19 Cultural VINEPAIR 10 American Wine Regions That Deserve More Recognition 441,000.00 $101.47 Beer/Wine DRIFT TRAVEL MAGAZINE 5 Sustainable Activities To Do in SLO CAL 11,000 $2.57 Sustainability FAST EXPERT What Locals Love About Living in San Luis Obispo, CA 39,000 $9.07 Cultural EDIBLE SAN DIEGO How to Spend the Perfect Weekend in San Luis Obispo County 500.00 $0.02 Cultural VITA ONLINE 4 California Spots To Live Out Your Barbie Dreams 4,000 $0.90 Cultural 19 29,661,136.00 $184,219.95 TOTAL YTD 179 925,224,823 $3,405,893.30 198 954,885,959.00 $3,590,113.25 Page 11 of 38 Page 12 of 38 Report to City of SLO – PCC Visitor Services Contract May 2023 Visitor Interaction May 2022 April 2023 May 2023 Walk-ins 6,109 5,358 6,752 Phone calls 912 679 572 Emails & Digital 801 977 1,028 Visitor Center Highlights • Open to best serve our community and visitors. • Connecting with our hotel partners to start assisting CP graduation visits. • Enjoyed helping every guest that walked through our doors, called, or emailed. Demographic Snapshot International travelers Asia 5% Middle East 0% Europe 62% Australia/New Zealand 0% United Kingdom 21% North America 12% South America 0% Domestic travelers (outside of CA.) West Coast 11% East Coast 28% Southwest 17% Midwest 32% South 12% California travelers Northern CA 17% Southern CA 24% Central Coast 54% Central Valley 5% Desert 1% Page 13 of 38 Page 14 of 38 May 2023 Grants-in-Aid Marketing Support Activity Organization Event EC PR PC VC SM MTG ST HD DS Cal Poly Corporation (on behalf of Cal Poly Arts)California International Guitar Festival X X X Festival Mozaic Festival Mozaic X X X History Center of San Luis Obispo County La Fiesta de las Dallidet X X X X Downtown SLO Concerts in the Plaza X X X X One Cool Earth One Cool Earth Garden Party X X X X X X History Revisited Central Coast Renaissance Festival X X Diversity Coalition of San Luis Obispo County Fostering Understanding Community Speaker Series X San Luis Obispo Museum of Art Alyssa Monks art exhibition and public programming X X X San Luis Obispo Repertory Theatre (SLO REP) Ring of Fire -The Music of Johnny Cash (Feb.10 -Mar.12,2023)X X X Hospice SLO County Light Up A Life X X X X X San Luis Obispo Master Chorale The French Connection;Holiday Festival;Elijah X X X RACE Matters SLO County Belonging 2022:Block Party at Farmer's Market and Stories Matter X X X X Civic Ballet of San Luis Obispo Scarlett Ibis and Rodeo X X Earth Day Alliance San Luis Obispo Earth Day Fair X X X X Gala Pride &Diversity Center Pridefest 2023 X X Love SLO Love SLO X X X Opera SLO Die Fledermaus X X San Luis Obispo Classical Academy 1st Annual Central Coast JR LEGO Challenge X X X SLO Climate Coalition Stronger Together X Page 15 of 38 SLO International Film Festival 2023 San Luis Obispo International Film Festival X X X X X SLO City Farm Sheep Shearing Shindig X X X X X Restorative Partners Bridging the Gap X X X X Saint Andrew Greek Orthodox Church San Luis Obispo Greek Festival X X X X X Black is current month,gray is past work Boxes marked with "D"indicate that recipients knew about service and declined to utilize. 23 Total;21 served to date or in progress EC-Confirmed/added event(s)in local Event Calendars, including:SLO CAL,SLO Chamber,SLO Happenings PR-Included event(s)in seasonal Press Release sent to local/regional media outlets PC-Spoke with recipient(s)via Phone Call to review/discuss promotional opportunities and answer questions VC-Prominently displayed printed promotional materials in Visitor Center;brochures,posters,etc. SM-Promoted event(s)on SLO Chamber Social Media channels via press release from recipients MTG-Met with Groups in person and offered public relations advice and support ST-Sold/are currently selling Tickets for event(s) through the Visitor Center HD -Included printed promotional material in Hotel Distribution DS -Recipient Declined Services Page 16 of 38 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$ 1,300,061$ 7.1% 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$ 1,040,391$ 7.7% 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% 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$ 718,467$ 0.3% 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$ 805,947$ -1.8% 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$ 927,129$ -12.3%missing 3 hotels 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 3.27% March 65.8 64.1 -2.6%157.09 159.05 1.2%103.40 101.91 -1.43% April 74.2 74.0 -0.2%191.02 188.24 -1.5%139.61 141.32 1.23% May 63.9 197.13 125.94 June 76.8 220.40 169.19 Total/Average 67.11 66.98 189.52$ 184.82$ 128.91$ 126.16$ Updated: 06/08/2023 Occupancy ADR RevPAR*Figures from Smith Travel Research Report TOT Comparison Page 17 of 38 Page 18 of 38 June 7,2023 City of San Luis ObispoProposal Verdin and Brier Films will create additional assets for the neighborhood campaign,which will include working shots that will be used for an overarching video that features a collective compilation oall the neighborhoods in one cohesive video. Video +Photo Shoot:$9,500-$10,500 ●Two-day shoot capturing working shots of all the neighborhoods including experiences/personality ●Visual consistency with past campaign assets ●Up to four voiceovers ●Still photography assets ●Talent compensation ●Ownership of all video b-roll and photography assets ●Coordination and project management Total Budget $9,500-$10,500 Approved by: Client:Date: Page 19 of 38 Page 20 of 38 Budget 2023‐25FY 23 Budget FY 24 Projected FY 25 ProjectedUpdated: 5/10/23Budget405,609$ 411,735$ 413,234$ Carryover12,000$ Total Budget417,609$ 411,735$ 413,234$ Expenditure2022‐23 2023‐24 2024‐25NotesExpenditureGrant Funding 125,000$ 100,000$ 100,000$ Funding available for GIA/CACP Grant Promotional Contract 30,000$ 30,000$ 30,000$ Grant Support agreement w SLO Chamber; 2‐year agreement Community Placemaking & Recovery Projects 41,873$ 49,500$ 49,500$ Visitor Center & Guest Services 119,600$ 121,257$ 121,257$ Agreement w SLO Chamber; Shared commitement w TBID ‐ 70/30 spilt PCC/TBID; 2‐year agreement PR Contract 45,000$ 50,000$ 50,000$ Agreement w SLO Chamber; Shared commitement w TBID ‐ 50/50 spilt PCC/TBID; 2‐year agreement Media Monitoring Service 3,527$ 3,713$ 3,713$ Agreement w SLO Chamber; Shared commitement w TBID ‐ 50/50 spilt PCC/TBID; 2‐year agreement Downtown Maps 9,000$ 7,500$ 7,500$ Agreement w SLO Chamber; 2‐year agreement; Maps to be printed TBD Support Cost 5,000$ 5,000$ 5,000$ Staff expenses: meetings, materials, conferences/travel etc. Administration 38,601$ 44,735$ 46,234$ Staff salary Total Committed 417,601$ 411,705$ 413,204$ Remaining to Allocate 30.50$ 31$ Community Promotions Budget Worksheet ‐‐ DRAFT Page 21 of 38 Page 22 of 38 May 2023 1 Proposal to the City of San Luis Obispo Promotional Coordinating Committee May 2023 Visitor Center & Promotional Services Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the City of San Luis Obispo’s Promotional Coordinating Committee to enhance and enrich the resident and visitor experience in San Luis Obispo, create a central hub of community and visitor information, and promote the city to residents and potential visitors. Expertise: The San Luis Obispo Chamber of Commerce looks forward to building on our existing strengths including a successful track record of promoting San Luis Obispo, strong relationships throughout the community as well as extensive experience providing public relations and visitor services. Looking forward: For more than 50 years, the Chamber has worked with the City of San Luis Obispo’s Promotional Coordinating Committee to create new programs and utilize existing Chamber assets to improve the quality of life and economic vitality of the community we live in; we continue to seek new opportunities to deepen our partnership and further the understanding of San Luis Obispo as an exceptional place to live and visit. Page 23 of 38 May 2023 2 Table of Contents Cover letter 1 Qualifications 3 Project Team 4 Proposals 5 Summary 11 Page 24 of 38 May 2023 3 Qualifications The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of strengths to assist the Tourism Business Improvement District in fulfilling its mission and strategic direction. ● Direct relationships with more than 1,200 local businesses that represent nearly 38,000 employees throughout the county. These long-term relationships allow us to work cohesively with local businesses to execute promotions, projects and media visits. ● Constant interaction with visitors in our downtown Visitor Center. More than 75,000 visitors were personally greeted and assisted in 2022 and we engaged with thousands more over the phone and digitally. The center, which is open seven days a week, is staffed by visitor information professionals who are trained to answer questions and accommodate requests of locals, visitors and travel writers. ● Productive relationships with the media, rooted in our 40+ years of work in San Luis Obispo public relations. We are the go-to resource for travel writers due to the strength of the “chamber of commerce” brand and the strong relationships we have built through the years. ● We have a nimble, responsive PR team, which is well informed about what is happening in the city and can capture the attention of as well as respond to journalists with timely information, photography and contacts. ● Long-term strategic alliances with local organizations and events that attract visitors and enhance the overall experience for tourists, including Hearst Castle, SLO Coast Wine Collective, Cal Poly, Festival Mozaic, Downtown SLO, the PAC and the SLO Film Festival. ● Access to a library of more than 50,000 current and historical images of San Luis Obispo and the surrounding area. The award-winning images have appeared in publications such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San Francisco Chronicle, AFAR and many more. ● The SLO Chamber continues to stay on top of the trends in tourism promotions, working with regional, statewide, national & international partners to identify and act on emerging trends and best practices. Page 25 of 38 May 2023 4 Project Team The SLO Chamber has an experienced, professional staff who work together to execute projects with a track record of success. The key team members who will lead the proposed work for the Promotional Coordinating Committee include: Jim Dantona President/CEO Jim Dantona’s focus is on helping local businesses prosper. He brings his professional experience in government and personal passion in economic development to leading the Visitor Center and working on contracts with the PCC and TBID. In addition, Jim comes with more than 20 years of experience in the public and private sector helping communities thrive. Hollie West Director of Communications Hollie West has been with the SLO Chamber since 2022 and brings to the team a strong background in communication, brand development and public relations. She is passionate about San Luis Obispo being a wonderful place to live, work, play and visit, and works to share that with visitors, media and publications. Lori Silva Director of Business Operations Lori Silva has been a key player at the SLO Chamber for nearly two decades. Her vast network and roots in the local business community coupled with her administrative expertise will assist the PCC in strategy and execution of partnerships, activations and promotions. Coming Soon Communications Coordinator The SLO Chamber Communications Coordinator will support PCC work through expertise in local events, PR writing to acquire impactful media placements, administrative support and pitching what’s new to regional partners. Julia Pavelko Visitor Center Manager Julia Pavelko brings decades of local knowledge and friendly customer service to interactions with all guests in the Visitor Center. A key player in executing PCC and TBID promotions and activations, Julia is the boots-on-the-ground for guest services. Page 26 of 38 May 2023 5 Proposals Visitor Center Overview of 2021-23 The San Luis Obispo Chamber of Commerce Visitor Center is a professionally staffed visitor center open every day of the week, serving community members and tourists that are walking in, calling and emailing with questions. During the two-year contract period of 2021-22 and 2022-23, we will have personally assisted more than 160,000 individuals face-to-face, and more than 40,000 via phone, email, and digitally on behalf of the city. The traffic far exceeds any other city/chamber visitor center in the region. Proposal for 2023-25 As the Visitor Center continues to be an information and community support hub for both tourists and locals, we look forward to maintaining a spirit of nimbleness and responsiveness to the changing needs of our community. The SLO Chamber is committed to our partnership and support of the Promotional Coordinating Committee and looks forward to continuing to grow our efforts together. We are always open to new thoughts and ideas as the PCC moves forward in the vital work of making our community vibrant and thriving. When new strategies and possible work scopes develop, we are ready and willing to jump in, help out, and come to the table with how we can expand our long-standing partnership further. Additionally, as the Promotional Coordinating Committee continues to establish their strategic initiatives, such as the public art program, neighborhood placemaking, and advancement of the City’s Diversity, Equity, and Inclusion major City goal — the Visitor Center can serve as an informational, physical location to help tell the story of the PCC’s work to enhance San Luis Obispo for all. To continue to meet the needs of the visitors and residents seeking support, we propose maintaining the current Visitor Center hours of being open seven days a week, Sunday- Wednesday 9:30 a.m. – 5 p.m., and Thursday-Saturday, 9:30 a.m. – 6 p.m. for a weekly operation of 55.5 hours. Scope of work The scope of work within this proposal includes: • Guest service and information assistance via the live chat widget on VisitSLO.com • Use the City of San Luis Obispo’s tourism logo and URL in visitor information materials commissioned and paid for by the City of SLO • Provide visitor information for the visitors of San Luis Obispo through high level of personal customer service to visitors; respond to high volumes of information requests; Page 27 of 38 May 2023 6 serve as contact for information requests; maintain and contribute to the digital annual events calendar; dispense maps, guides and brochures about SLO • Assist in fulfilling the City’s placemaking efforts, goals and objectives and tell the story of the PCC’s work to enhance SLO for all. • Collect demographic data through the Visitor Center • Training & Research o Deepen training of Visitor Center staff members on the individual hotel properties, through techniques such as scheduled hotel property visits, to gain an authentic understanding of each property. o Track and report general visitor geographic data o Perform and report on general survey research of visitors call or walking into the Visitor Center up to three times per year o Provide and report on general survey data for property research at request of City o All Visitor Center staff members will acquire SLO Cal Welcome Customer Service certification. $173,250 a year for 2023-24 and 2024-25 fiscal years Split between TBID and PCC San Luis Obispo City & Neighborhood Maps The tear-off, tableted city maps are the most utilized visitor resource in our Visitor Center as well as throughout San Luis Obispo. Maps are distributed quarterly and on-demand to all San Luis Obispo city hotels as well as hospitality partners including Amtrak, wineries and local museums. Neighborhood maps, both the five existing and three new, are growing in popularity with Visitor Center guests as well. We propose funding the printing of additional and new neighborhood maps as well as an update to the tear-off city maps, as needed. $7,500 for tear off city maps and neighborhood map printing, as needed GIA/CACP Marketing Support Over the last decade, the Chamber has provided event promotion and public relations support to the Promotional Coordinating Committee’s Grants-In-Aid recipients. This partnership has been aimed at driving attendance and support by residents and visitors to events in the city. We propose a continuation of the modified GIA/CACP support, with the option to host additional events as part of the Think Differently series if there is a need. Additionally, we will continue to work with the PCC to adjust our services based on the ongoing needs of the program. $30,000 a year Page 28 of 38 May 2023 7 Public Relations Overview of 2021-23 Since 2014, the SLO Chamber has led tourism public relations for the City of San Luis Obispo through a partnership between the Promotional Coordinating Committee and the Tourism Business Improvement District. In this role, the SLO Chamber has managed the responsive and proactive public relations efforts to showcase the best of San Luis Obispo and entice visitors and locals to explore our city. We are the boots-on-the-ground local expert working in partnership with the TBID’s national public relations agency, DCI. Over the past two years, we have supported DCI’s national pitching and media relationships as well as proactively pitched the TBID pillars and promotions for consideration to media partners throughout the state. Serving both the TBID and the PCC’s goals, our proactive work this past year has mainly focused on sustainability efforts, DEI work, the culinary and beverage scenes, and placing SLO as the hub of the County and a destination that has something for everyone. As part of this focus, contract elements include pitching story ideas, inviting writers to experience the destination and coordinating those trips, sending out media releases, responding to media inquiries, use of the SLO Chamber’s photography library for editorial requests and developing customized media kits. We do all this public relations work for just one client – San Luis Obispo. This focused effort is paying off; even in this past year we contributed to dozens of media placements that highlight San Luis Obispo including those in Forbes, Thrillest, AFAR, HuffPost, TripSavvy, MSN, Conde Nast Traveler and Food & Wine. 2023-25 Strategy Since the COVID-19 pandemic, tourism marketing and public relations have changed drastically. As the media landscape continues to shift, San Luis Obispo is facing a new normal in tourism and in our community. It is more important than ever to communicate the vitality and character of our community and showcase San Luis Obispo as a friendly and thriving city where people want to live, and visitors want to vacation. The public relations program will remain up to speed on PR and tourism marketing trends as well as share the story of the unique offerings San Luis Obispo has for both residents and visitors by highlighting the character of the community and why locals love to call SLO home. This includes the promotion of community initiatives and the sharing of distinctive experiences which set the San Luis Obispo community apart from other destinations. Objectives: a) Promote San Luis Obispo as a destination to live, play and stay, driving visitation and delivering economic impact. b) Build consumer awareness serving as the voice of SLO by amplifying the destination brand and reaching audiences locally, regionally and nationally. Page 29 of 38 May 2023 8 c) Communicate the vitality and character of San Luis Obispo and the community. Target audiences: Our promotional efforts will target two audience groups: 1) Potential visitors ranging from millennials to baby boomers, in defined key drive markets (Los Angeles, San Francisco, San Diego), as well as those with special interests such as food and wine, outdoor activities, sustainable travel or arts and culture. 2) Central Coast residents looking to rediscover what is in their backyard or within their community. Strategies to reach target audiences: Specific to the Promotional Coordinating Committee Championing a vibrant economy Small businesses are the lifeblood of our community and help shape the diverse economy in San Luis Obispo. There are many unique and unearthed stories to be shared within the community, and highlighting the character and faces of San Luis Obispo is an important piece of our success. The stories of creativity and innovation among families, students, small business owners and professionals are waiting to be told, and sharing these stories will encourage further connection amongst neighbors and enhance the intrinsic feeling of joy felt when entering our community. Uniquely SLO Every inch of San Luis Obispo has its own unique history, with innovation and creativity around every corner. These stories continue to be at the forefront, and we will build upon this past year’s work to amplify this message to the community through continued strategic partnerships, working with local and regional media, and promoting community programs and campaigns. Additionally, we will continue promoting our sustainability and DEI focuses — not only booming trends in travel tourism, but core pillars of SLO’s identity. Public Art With more than 100 public art pieces and a bustling arts and culture scene, San Luis Obispo is positioned uniquely as a small town that packs a big punch for art lovers. Focus on public art will continue to be highlighted and uplifted as a key characteristic of San Luis Obispo’s charm. Neighborhoods With the upcoming completion of three more neighborhood maps highlighting the unique corridors of San Luis Obispo and the businesses that reside within them, the story of SLO’s character and history will continue to be told with an emphasis on exploring off the beaten path. Page 30 of 38 May 2023 9 Specific to the Tourism Business Improvement District Telling the right story in the right place The tourism industry is a vital part of San Luis Obispo and in our partnership with the TBID’s Noble and DCI, we will continue to amplify our voice and reach, operating as the boots-on-the- ground local expert. We will work together to position San Luis Obispo as the ideal destination for visitors, taking into consideration how the city fits into wider travel trends. Press visits & FAMs There is no substitute for experiencing San Luis Obispo firsthand. Press trips play a major role in generating editorial placements that tell the San Luis Obispo story and showcase our key messages. These placements inspire travel and educate consumers on the destination. This year we will be: ● working with key partners to craft and host individual and FAM visits based on existing relationships and responsive leads ● crafting and hosting individual media visits as a result of DCI’s proactive outreach Foster Key Relationships: It continues to be vital to work with our community partners to strengthen our collective message. With less resources and more obstacles as we look to encourage people to explore our city, the SLO Chamber will proactively work with other organizations to cross market through public relations initiatives as well as grow strategic alliances. In the upcoming year we are excited to further deepen our collaboration with strategic partners that contribute to the region’s cultural vibrancy. Visit California: We will leverage the large international megaphone that belongs to Visit California by participating in its PR programs. Key opportunities include submitting content to Visit California’s editorial board, participating in Visit California-led press trips, sharing content on Visit California’s social media channels, and potentially attending domestic media marketplaces. Central Coast Tourism Council: We will leverage the Central Coast Tourism Council’s growing reach by participating in its PR efforts and positioning the destination as the heart of the Central Coast. Visit SLO CAL: We will leverage the national and international reach of Visit SLO CAL by partnering closely with their PR team and participating in their programs. As the hub of SLO CAL, SLO is poised to lead Visit SLO CAL-led press trips and ensure that SLO CAL understands our key messages and the city as a productive partner in promoting our region. SLO Coast Wine Collective: Understanding that our wine region is a flourishing aspect of our destination, SLO will work with SLO Coast Wine’s team on telling that story and publicizing the destination together. Page 31 of 38 May 2023 10 Cal Poly: Cal Poly is not only one of the community’s largest economic drivers, but also a huge draw for visitors whether they be families of students or those seeking the university’s many cultural offerings. Through our built-in relationship with Cal Poly, we can work with them to get in front of additional audiences like alumni, staff recruits and other key stakeholders. SLO Lodging Properties: We will work with the city’s lodging partners and any PR teams to lead the destination portion of any hosted media or FAMS. As there is a shared interest for success in both promoting the hotels and the destination, this partnership is natural but also tactical in its approach. Scope of work: The scope of work within this proposal includes: o In partnership with DCI agency: o Developing the 2023-24 PR strategy and editorial calendar o Sourcing ideas and content for responsive leads o Building custom itineraries and hosting travel writers on individual and FAM trips throughout the year o Maintaining VisitSLO.com media center o Participation in and pitching of TBID coordinated special promotions such as The Midweekend o Working in coordination on the comprehensive marketing plan to increase brand awareness across all platforms o Continued independently: o Fulfilling all media requests o Tying in with Visit California, Visit SLO CAL & CCTC’s public relations efforts to enhance visibility and sync messaging o Partnering with neighboring destinations on tourism initiatives o Working with community partners on additional hosting opportunities o Sourcing, building custom itineraries and hosting travel writers on individual and FAM trips throughout the year with key partners o Sourcing, building custom itineraries and hosting digital influencers with key partners o Participation in and pitching of City coordinated campaigns such as Support Local to regional media and influencers o Participating in potential out-of-area promotional trips including preparation, media coordination and staff travel $100,000 a year for PR Services for the next two years, jointly funded by the TBID and PCC In 2022-23, the TBID and the PCC funded the contract 50/50 Media Monitoring In 2023-24, we propose a continuation of the media monitoring contract with Cision which allows the TBID & PCC to see the impact of public relations work, gives our PR team access to contact information for outlets, freelancers and influencers, and allows for whitelisted Page 32 of 38 May 2023 11 distribution of media releases. This is a pass-through contract, and because of the Chamber’s nonprofit status, the service is available at a significant discount. This year, we propose the TBID and PCC once again jointly fund the media monitoring service to ensure the SLO Chamber has the tools they need to complete their work and measure results. $7,425 a year jointly funded by the TBID and PCC Summary Guest Services & Visitor Center for 2023-25 $173,250 a year* *jointly funded by the PCC and TBID San Luis Obispo City Tear-Off & Neighborhood Maps $7,500 GIA Marketing Support $30,000 a year Public Relations Services for 2023-25 $100,000 a year* *jointly funded by the PCC and TBID Media Monitoring Service 2023-24 $7,425 a year Page 33 of 38 Page 34 of 38 1 Tourism Business Improvement District Board Minutes May 10, 2023, 10:00 a.m. Council Hearing Room, 990 Palm Street, San Luis Obispo Tourism Business Improvement District Board Present: Committee Member Lori Keller, Committee Member Winston Newland, Committee Member Prashant Patel, Megan Taylor, Vice Chair Lydia Bates Tourism Business Improvement District Board Absent: Chair Clint Pearce City Staff Present: Tourism Manager Molly Cano, Tourism Analyst Jacqui Clark- Charlesworth _____________________________________________________________________ 1. CALL TO ORDER A Regular Meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order at 10:04 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Vice Chair Bates. 2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA Public Comment: None --End of Public Comment-- 3. CONSENT Motion By Committee Member Keller Second By Committee Member Patel To approve the Consent Agenda Items 3a. through 3h. Ayes (5): Committee Member Keller, Committee Member Newland, Committee Member Patel, and Vice Chair Bates Absent (1): Chair Pearce CARRIED (4 to 0) Page 35 of 38 2 3.a MINUTES OF TBID REGULAR MEETING ON APRIL12, 2023 3.b MINUTES OF TBID SPECIAL MEETING ON APRIL 26, 2023 3.c SMITH TRAVEL REPORT (STR) 3.d TRANSIENT OCCUPANCY TAX (TOT) REPORT 3.e SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 3.f SLO CHAMBER GUEST SERVICES MONTHLY REPORT 3.g NOBLE STUDIOS & DCI MARKETING MONTHLY REPORT 3.h BADGER BRANDING ORGANIC SOCIAL REPORT 4. BUSINESS ITEMS 4.a TBID ANNUAL CONTRACT PROPOSALS 4.a.1 Cal Poly Athletics - Sponsorship 4.a.2 San Luis Obispo Chamber of Commerce - Visitor Services & Public Relations 4.a.3 Badger Branding - Amendments to Content Marketing Services 4.a.4 Noble Studios - Amendments to Marketing Services The Board received a presentation on each of the contract proposals from the strategic partners and contractors. No action taken on any of the proposals. 4.b CROWDRIFF RENEWAL Motion By Committee Member Keller Second By Committee Member Patel To approve the renewal the Crowdriff Service contract. Ayes (5): Committee Member Keller, Committee Member Newland, Committee Member Patel, Committee Member Taylor, and Vice Chair Bates Absent (1): Chair Pearce CARRIED (5 to 0) Page 36 of 38 3 4.c HOTEL PHOTO PROJECT The board was presented with four photography project proposals, ranging in price from $6-$57k. Motion By Committee Member Keller Second By Committee Member Patel To approve to contract with TriMotion Media in a not to exceed amount of $20,000 for the production of TBID hotel photo assets. Ayes (5): Committee Member Keller, Committee Member Newland, Committee Member Patel, Committee Member Taylor, and Vice Chair Bates Absent (1): Chair Pearce CARRIED (5 to 0) 4.d SUMMER SUPPLEMENTAL PAID MEDIA BUDGET ALLOCATION Due to the timing of the contract renewal and contract funding in FY24, the TBID considered opportunities for supplemental media funding to keep the advertising programs for the TBID on from July through mid-August, when the FY 24 contract would be funded. Noble Studios presented 3 options including a new media injection of $34,500 (including fees), pre-paying of $30,000 or pausing media until mid-August. Motion By Committee Member Patel Second By Committee Member Keller To approve the funding of $34,500 to Noble Studios for the Media Injection as presented in the meeting. Ayes (5): Committee Member Keller, Committee Member Newland, Committee Member Patel, Committee Member Taylor, and Vice Chair Bates Absent (1): Chair Pearce CARRIED (5 to 0) 4.e MIDWEEKEND PROMOTION RECAP Continued to a future meeting. Page 37 of 38 4 5. TBID LIAISON REPORTS AND COMMUNICATION 5.a HOTELIER UPDATE – LIAISON REPORTS Member Taylor indicated that she would be leaving the Board as she is moving to another hotel outside of San Luis Obispo. 5.b PCC UPDATE – LIAISON REPORT Tourism Manager Cano provided a brief update on PCC. 5.c VISIT SLO CAL UPDATE – LIAISON REPORT Member Bates is recommended to the Visit SLO CAL marketing committee by the marketing committee. 5.d TOURISM PROGRAM UPDATE – STAFF REPORT Tourism Manager Cano provided an update on the Tourism Programs. 6. ADJOURNMENT The meeting was adjourned at 12:18 p.m. The next Regular Meeting of the Tourism Business Improvement District Board is scheduled for June 14, 2023, at 10:00 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/202X Page 38 of 38