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HomeMy WebLinkAbout06-28-2023 TBID Agenda Packet - Special Meeting Tourism Business Improvement District Board REVISED AGENDA Wednesday, June 28, 2023, 9:30 a.m. City Hall, 990 Palm Street, San Luis Obispo SPECIAL MEETING 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 before the meeting. Contact the City Clerk's Office at cityclerk@slocity.org or (805) 781-7114. Pages 1.CALL TO ORDER Chair Pearce will call the Special Meeting of the Tourism Business Improvement District Board 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.OATH OF OFFICE Sandy Sandoval, appointed by the City Council on June 6, 2023, will take the oath of office to serve on the TBID Board. 4.CONSENT 4.a MINUTES OF TBID REGULAR MEETING ON MAY 10, 2023 5 4.b SMITH TRAVEL REPORT (STR)9 4.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 11 4.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 13 4.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 15 4.f NOBLE STUDIOS & DCI MARKETING MONTHLY REPORT 17 4.g BADGER BRANDING ORGANIC SOCIAL REPORT 23 5.BUSINESS ITEMS 5.a FY 23-24 VISIT SLO MARKETING & BUSINESS PLAN AMENDMENT APPROVAL The Board will approve the amendments to the second year of the FY 22-24 SLO TBID Strategic Marketing & Business Plan. 5.b FY 23-24 TBID PROGRAM BUDGET 29 The Board will finalize and approve the FY 23-24 TBID budget and program allocations as recommended by the Budget Task Force for recommendation to City Council. 5.c TBID CONTRACT APPROVALS 31 The Board will approve the contractor agreements including final year scope of work with Noble Studios for marketing contract services, final extension of Badger Branding for organic content market, two-year agreements with SLO Chamber for Visitor Services and Public Relations, and Cal Poly Athletics. 5.d VISIT SAN LUIS OBISPO BRANDED SWAG ITEMS Staff will present recommended branded swag items for the Board's approval. 5.e KIND TRAVELER PARTNERSHIP 91 Staff will present an opportunity for a paid partnership with Kind Traveler through Visit California to support the sustainability efforts of Visit San Luis Obispo. 5.f Q1 PLANNING + MEDIA PLAN REVEW & APPROVAL Noble Studios will present the Q1 media plan to the Board for review and approval. 5.g WEBSITE STATUS UPDATE Noble Studios will present an update on the VisitSLO.com redesign project and share with the Board the status of the project contingency budget. 6.TBID LIAISON REPORTS AND COMMUNICATION 6.a HOTELIER UPDATE – LIAISON REPORTS 6.b PCC UPDATE – LIAISON REPORT 99 6.c VISIT SLO CAL UPDATE – LIAISON REPORT 6.d TOURISM PROGRAM UPDATE – STAFF REPORT 7.ADJOURNMENT The next Regular Meeting of the Tourism Business Improvement District Board is scheduled for July 12, 2023 at 10:00 a.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 Tourism Business Improvement District Board 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=61016&dbid=0&repo=CityCl erk 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 5 of 103 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 6 of 103 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 7 of 103 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 8 of 103 May 2023 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 65.99 76.09 68.88 187.35 202.83 192.24 123.64 154.34 132.41 -0.88 3.11 0.35 6.16 5.04 5.87 5.22 8.31 6.23 City of Paso Robles 69.85 87.25 74.82 140.09 235.87 172.00 97.86 205.79 128.69 -0.41 2.63 0.59 7.79 -2.43 3.33 7.35 0.14 3.93 City of Pismo Beach 48.95 72.18 55.59 180.43 298.72 224.31 88.32 215.62 124.69 -13.96 2.26 -8.58 -2.00 -1.46 0.32 -15.68 0.76 -8.29 City of San Luis Obispo 57.74 85.77 65.75 145.38 245.20 182.59 83.94 210.32 120.05 3.27 8.03 4.99 6.72 5.56 6.76 10.21 14.04 12.09 City of Morro Bay 57.39 75.97 62.69 127.04 203.30 153.44 72.90 154.44 96.20 1.86 -2.54 0.29 5.51 7.10 5.72 7.47 4.38 6.03 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 66.06 71.58 67.64 183.12 197.57 187.49 120.97 141.42 126.81 -0.34 -13.15 -4.59 4.04 -5.40 0.30 3.69 -17.84 -4.30 City of Paso Robles 75.58 76.19 75.75 149.03 222.75 170.21 112.63 169.71 128.94 8.60 -15.15 0.51 12.72 -8.48 0.10 22.41 -22.34 0.61 City of Pismo Beach 54.42 75.06 60.32 182.15 302.60 224.98 99.12 227.13 135.70 -6.91 -11.25 -8.50 -2.03 -4.43 -3.78 -8.80 -15.17 -11.96 City of San Luis Obispo 61.44 79.92 66.72 144.99 240.53 177.69 89.09 192.23 118.56 2.22 -10.09 -2.35 2.78 0.32 -0.04 5.06 -9.80 -2.39 City of Morro Bay 60.70 71.48 63.78 129.86 192.55 149.93 78.83 137.63 95.63 0.99 -16.94 -5.54 9.09 1.11 3.37 10.17 -16.02 -2.35 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 66.36 80.14 70.30 179.05 204.74 187.42 118.82 164.07 131.75 -3.75 0.21 -2.50 -0.03 0.93 0.42 -3.78 1.14 -2.09 City of Paso Robles 71.67 89.73 76.83 146.32 257.72 183.49 104.87 231.25 140.98 -4.51 1.94 -2.45 8.07 -1.37 4.49 3.19 3.19 1.93 City of Pismo Beach 61.20 85.02 68.00 189.45 312.32 233.34 115.94 265.54 158.68 -11.02 5.89 -5.64 0.60 -4.06 0.58 -10.49 -10.49 -5.09 City of San Luis Obispo 64.87 88.51 71.62 144.36 250.25 181.75 93.64 221.50 130.17 1.36 6.31 3.05 1.70 8.63 5.54 3.08 3.08 8.76 City of Morro Bay 60.48 82.78 66.85 126.16 222.55 160.26 76.30 184.24 107.14 -6.87 -3.68 -5.76 4.12 12.59 8.55 -3.03 -3.03 2.29 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 66.29 80.95 70.48 179.47 217.00 191.78 118.98 175.65 135.17 -0.18 -1.07 -0.47 2.30 -3.10 0.17 2.12 -4.14 -0.30 City of Paso Robles 68.19 87.19 73.62 143.34 278.70 189.14 97.74 242.99 139.24 -4.56 -3.62 -4.24 1.60 -3.72 -0.96 -3.04 -7.21 -5.16 City of Pismo Beach 60.81 79.93 66.27 187.99 357.01 246.23 114.31 285.37 163.19 -9.20 -2.86 -7.11 -0.44 -8.12 -3.30 -9.61 -10.75 -10.18 City of San Luis Obispo 62.30 84.66 68.69 143.82 265.60 186.70 89.60 224.86 128.25 1.32 -1.93 0.15 -1.60 -0.62 -1.59 -0.31 -2.54 -1.44 City of Morro Bay 63.01 78.92 67.56 133.42 241.43 169.47 84.07 190.54 114.49 -4.08 -9.28 -5.88 6.10 0.24 2.33 1.77 -9.06 -3.69 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 60.29 74.17 64.26 174.39 197.84 182.12 105.14 146.74 117.03 -4.72 -4.57 -4.67 -2.55 -3.51 -2.89 -7.15 -7.91 -7.43 City of Paso Robles 64.92 88.13 71.55 162.18 276.07 202.26 105.28 243.29 144.71 -1.91 -5.81 -3.32 1.17 -1.60 -0.73 -0.77 -7.32 -4.03 City of Pismo Beach 57.46 79.34 63.71 231.80 361.04 277.78 133.19 286.44 176.98 -11.20 -0.80 -7.76 -1.65 -1.74 -0.53 -12.66 -2.53 -8.25 City of San Luis Obispo 61.47 77.20 65.96 163.92 236.17 188.08 100.76 182.33 124.06 -2.19 -8.17 -4.27 -0.76 2.33 0.02 -2.93 -6.03 -4.25 City of Morro Bay 55.56 67.91 59.09 146.67 199.44 164.00 81.49 135.44 96.90 -15.34 -20.62 -17.15 2.91 -1.77 0.45 -12.88 -22.03 -16.78 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 May 28, 2023 to June 03, 2023 For the Week of May 21, 2023 to May 27, 2023 For the Week of May 14, 2023 to May 20, 2023 For the Week of May 07, 2023 to May 13, 2023 For the Week of April 30, 2023 to May 06, 2023 Page 9 of 103 Page 10 of 103 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 11 of 103 Page 12 of 103 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 13 of 103 Page 14 of 103 Report to City of SLO – TBID Guest Services Contract May 2023 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 May 2022 May 2023 Calls to 1-877-SLO-TOWN 13 7 12 18 128 50 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 May 2022 May 2023 Email Response 27 31 37 40 100 135 Phone Calls to Hotels 121 98 58 49 435 326 Hotel Referrals Week 1 Week 2 Week 3 Week 4 May 2022 May 2023 Visitors Served (walk-ins) 2,098 1,561 1,689 1,404 5,912 6,752 Guests Served (via phone and digitally) 384 416 448 352 1,713 1,600 Hotel Rooms Referred 375 225 281 245 1,706 1,126 Page 15 of 103 Page 16 of 103 Agency Report ·May 2023 SLO-TBID Page 17 of 103 Agency Repor t May 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 26,702 impressions (steady PoP),3,866 clicks (10%Increase PoP),a 14.48% CTR (9%increase PoP),a 34.88%conversion rate (25%increase PoP)and 5,160 sessions (11% decrease YoY)while driving 87 Book Now conversions,1,011 hotel referrals (11%increase YoY) and 84 homestay referrals (425%increase YoY)at 10%increase in cost YoY. Paid social drove 2,543,817 impressions,950,239 users reached and 30,116 clicks across Facebook and Instagram with a 1.18%CTR for FB/Instagram (a 30.6%increase YoY)for 11,636 sessions (a 303%increase YoY)while driving 23 hotel referrals,6 homestay referrals at a 199% increase in cost YoY.Our paid budget increased during May to help support the Film Festival and Pride events,which contributed to the increase in sessions. Display drove 700,444 impressions (a 28%decrease YoY),10,760 clicks,a 1.54%CTR (a 318% increase YoY),a 0.97%conversion rate (225%increase YoY)and 5,385 sessions while driving 52 hotel referrals,13 homestay referrals and 5 things to do referrals at a 113%increase in cost YoY. Video drove 432,801 impressions (a 201%increase YoY),13,530 views,1,704 clicks,a 3.13%view rate and 992 sessions while driving 1 Book Now conversion,5 hotel referrals and 1 homestay referral. Proactively monitored and optimized paid media placements ($61,218 spend). Email Marketing 2 Page 18 of 103 As you know,we switched up our approach to reporting last quarter to tie back our email strategy to our analytics goals on VisitSLO.com—essentially to understand how email impacts hotel and other stakeholder referrals. Total emails sent:2 Audiences reached:Sustainability &Cal Poly Newsletters Number of Website Sessions:132 Average Session Duration:1:05 Pages /Session:1.53 Average Bounce Rate:53.12% Total Hotel Referrals:1 Search Engine Optimization (SEO)&Content Creation Organic search traffic decreased 26%period-over-period and increased 13%year-over-year. Organic hotel partner referrals increased 5%(380 vs 361),Book Now decreased 7%(72 vs 78)and homestay referrals increased 483%(35 vs 6)year-over-year (May 1-31,2023 vs May 1-31,2022).We saw a 1%decrease in Avg Session Duration,bounce rate improved by 5%and a 5%decrease in pages per session YoY.PoP we saw a 5%decrease in bounce rate,2%increase in pages/session and a 6%decrease in avg.session duration for organic search. Page 1 keywords increased by 11%PoP and total keywords increased by 5%.In May,we saw additional positive PoP growth of ranked keywords for many of the pages we have optimized including:a 20%increase to the Events page,a 19%increase to Downtown SLO page,a 3%increase to the Attractions and Entertainment page,a 1%increase to the Find a Hotel page,a 6%increase to Shopping and a 29%increase to the Happy Hour page. ○SEO efforts were frontloaded into March and April to support the website redesign project Blog Posts (2 per month) ●We didn't do any SEO Ops or Blogs for May as that content was front-loaded for new website content. 3 Page 19 of 103 Website The website saw a 26%decrease in sessions period-over-period (May 1-30,2023 vs March 31-April 30,2023)and a 37%increase YoY;for a total of 51,343 sessions and 43,237 new users in May.From an engagement perspective,bounce rate increased by 8%and pages/session decreased by 11% and average session duration decreased by 19%YoY.PoP,we also saw a decrease of 3.28%in bounce rate with a 6%increase in avg.pages per session and a 4%increase in avg.session duration.The largest decreases in traffic PoP came from Email,and (Other).YoY,the largest increases in traffic came from (Other)and Display.The (Other)traffic increase is mainly attributed to the CCTC Co-op. ●Monthly Web Maintenance Items ○WP Core 6.2.2 ○Advanced Custom Fields ○Gravity Forms ○Pantheon Advanced Page Cache ○WP-PageNavi ○WP Mail SMTP ○WP Migrate ○Yoast SEO PR,Media,And Influencer Relations Proactive Pitch Development: ●Wine +Wellness (Complete) ●Food +Wine (Complete) ●Arts +Culture (Complete) ●The Art of SLO/Only in SLO (In Progress) Ongoing Media Conversations: ●Josh Rimer,Multiple Outlets,Pride Festivals in June ●Erika Mailman,TimeOut,Weird/Bizarre Places ●Sucheta Rawal,HuffPost,Voices in Food ●Sheeka Sanahori,AARP,Juneteenth Celebrations ●Kara Harms,Whimsy Soul,Best Pride Parades &Cities to Visit ●Randi,AARP,Solo Travel Over 50 ●Cassandra Karpiak,MSN,Best Small Towns &Coastal Towns ●Amber Gibson,Industry Magazine,Hotels for Ar t Lovers ●Erika Mailman,Time Out,Wine Trip Locations ●Anitta Thomas,Travel with Anitta,Sustainability 4 Page 20 of 103 ●Anonymous,Hotels with Pickleball Courts ●Eileen Ogintz,Taking the Kids,Arbor Day Story ●Elise Armitage,What the Fab,Best U.S.Destinations for A Girls’Trip Hosted Media Visit or Influencer Partnerships (2-3 visits/partnerships in 2022-23) ●Individual Media Visits -5 Completed ○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 (COMPLETED) ●Transformative Travel Group Press Trip Spring 2023 -Completed ○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) ○Eileen Rhein,Matador Network (Confirmed -MWML) ○Rebecca Deurlein,Travel +Leisure,Fodors Travel (Journalist canceled) DCI’s All Client Pitch Initiative Proposed:(4-6 pitches throughout 2022-23) Progress: 8 Completed,1 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),Sustainable Travel (March 2023),Solo Travel (April 2023),Water Wellness (May 2023) In Progress:Art Travel (June 2023) DCI 2022-23 SLO Coverage Grid: ●https://docs.google.com/spreadsheets/d/1X5vv8eqMyV4HSLq4nod-fio_XtbqSyap54Hau1w V7yY/edit?usp=sharing 5 Page 21 of 103 Page 22 of 103 May 2023 ORGANIC SOCIAL REPORT Date: 06/14/23Page 23 of 103 Page Fans: 96,140 ( 0%) Total Posts: 21 Total Impressions: 2,290,139 ( 30.3%) Total Organic: 37,623 ( 35%) Total Engagements: 50,402 ( 35.1%) Engagement Rate: 2.2 % ( 6.9%) FACEBOOK Top Posts: Page 24 of 103 Followers: 24,342 ( 0.8 %) Total Posts: 97 Total Impressions: 881,420 ( 137%) (includes both organic & paid) Total stories: 116 Average Reach per Story: 385 Total Engagements: 8,054 ( 36.3%) Engagement Rate: 0.91% ( 42.5%) INSTAGRAM Top Posts: Page 25 of 103 WHAT WE WORKED ON THIS MONTH: - Restarted Ticket Tuesdays -SLO Brew Concert, CP Baseball, Blues’ Baseball, Live Oak - Sustainable SLO -Bike Month (promoting bikeability) -SLO “Firsts” in Sustainability - Shifted Concentration back to Reels -Wes Anderson Trend (54.5K views) -”Dog Friendly Spots in SLO” (10.2K views) -“How to Spend a Weekend in SLO” (over 7K views) -“Pickleball in SLO” (approx. 5K views) - San Luis Obispo Snapshot -Weekly Instagram story round-up of daily events Page 26 of 103 JUNE’S FOCUS: -PRIDE MONTH -Highlighting LGBTQIA+ Owned Businesses - Content Creators Work Roll-Out (mixed race family in SLO) -Promoting Family Friendly Summer in SLO -Family Focus itineraries, restaurants, events, etc. -Father ’s Day -Summer Season (Concerts in the Plaza, First Day of Summer, Coffee Round-Up, Best Hikes in SLO) -Ticket Tuesdays Giveaways (Blues Baseball, SLO Brew Concerts, PACSLO Shows) -Art Starts With History Campaign (Verdin) - Continue current event story round-up (San Luis Obispo Snapshot) Page 27 of 103 Page 28 of 103 TBID Budget  2023‐24 ‐‐ DRAFT Updated: 6/7/23 Income Source 2022‐23 2023‐24 2024‐25 TOT Revenue Assumption (City)8,636,000$           10,704,000$     $   10,918,080  TBID Assessment (20% of TOT Revenue)1,727,200$           2,140,800$       2,183,616$      Carryover/Available Fund Balance Transfer TBID Program Budget 1,727,200$          2,140,800$       2,183,616$      Fund Reserve 100,000$             Difference 413,600$          Expenditure FY 22‐23 % of Budget FY 23‐24 % of Budget  $$ Difference Notes Operations/Staffing   Administration Overhead (2% of TBID Assessment)34,544$               2.0%42,816$            2.0% 8,272$             Staffing (FTE & .75 FTE)208,591$             12.1%276,698$         12.9% 68,107$           Staffing Contingency ‐$                      0.0%38,302$            1.8% 38,302$           Available for staffing reorg and additional support as  needed (Intern, Admin Support)  Contracts & Marketing Services  Marketing Contract ‐ Noble Studios/DCI 900,600$             52.1%1,000,000$      46.7% 99,400$          Final year extension  Chamber of Commerce ‐ PR 45,000$               2.6%50,000$            2.3% 5,000$            2‐year agreement; 50/50 spilt with PCC  Chamber of Commerce ‐ Guest Services 47,500$               2.8%51,975$            2.4% 4,475$             2‐year agreement; 70/30 split with PCC; hold funding  increase until staffing complete  Chamber of Commerce ‐ Media Monitoring Service Fee 3,527$                  0.2%3,713$              0.2% 186$                2‐year agreement; 50/50 spilt with PCC  Co‐op Marketing Program Funding  30,000$               1.7%45,000$            2.1% 15,000$          Additional funding for new and expanded opportunities  Content Marketing Services ‐ Badger Branding 128,200$             7.4%87,800$            4.1% (40,400)$          Final year extension; funding decrease due to the  removal of content creator funding  Partnerships Cal Poly Athletics 62,000$               3.6%65,000$            3.0% 3,000$            2‐year agreement  EcoSLO ‐  Sustainability Initiative   17,272$               1.0%21,408$            1.0% 4,136$             Continuation of Keys for Trees program; 1% of  projected TBID revenue  SLO Coast Wine Collective Membership   5,000$                  0.3%5,000$              0.2% ‐$                1‐year partnership agreement  Events & Promotions General Events Promotion 30,000$               1.7%100,000$         4.7% 70,000$           Increase in event funding; actual funding in FY23 was  $80k on events Event Activation + Collateral  40,000$               2.3%40,000$            1.9% ‐$                 Approved for staff use on purchase of swag; banner  printing; and event activation expenses Seasonal Promotion  25,000$               1.4%25,000$            1.2% ‐$                Intended for Midweekend or similar promotion  Tradeshows Tradeshows 15,000$               0.9%25,000$            1.2% 10,000$           For TBID participation in IPW, Visit SLO CAL missions  and other tradeshow opportunities  Tourism Conferences 8,000$                  0.5%8,000$              0.4% ‐$                 For staff attendance at industry conferences like  Outlook Forum, CCTC fall + spring retreats, etc.  Tourism Organizations CCTC Dues 1,000$                  0.1%1,000$              0.0% ‐$                Membership fee for regional organization  Smith Travel Report 3,500$                  0.2%3,500$              0.2% ‐$                Cost of report agreement  CalTravel Membership 1,000$                  0.1%1,000$              0.0% ‐$                Membership fee for statewide organization  California Hotel & Lodging Association  28,570$               1.7%30,000$            1.4% 1,430$             Earmarked funds for CHLA membership; final amount  TBD Research + Program Research + Program Development 50,000$               2.9%160,000$         7.5% 110,000$         Funding earmarked for Sales/Meetings consultant &  strategy development, Strategic Plan Update consultant, and Brand Sentiment research   Support/ Meetings  Tourism Program Expenses 5,000$                  0.3%7,500$              0.4% 2,500$            Miscellaneous staff expenses  FAM Trip Hosting 5,000$                  0.3%8,000$              0.4% 3,000$             Increase based on other contract changes related to  FAMs  Services/Online Tools/Fulfillment  (Dropbox, Crowdriff, Survey  Monkey)11,500$               0.7%15,000$            0.7% 3,500$            Increase based on incremental service cost increases  Contingency  Contingency Fund  20,000$               1.2%29,000$            1.4% 9,000$             To be allocated by TBID Board as needs and  opportunities arise  Total Committed 1,725,804$           2,140,712$       Funds Remaining 1,396$                   89$                     Total 1,727,200$           2,140,800$       Page 29 of 103 Page 30 of 103 May 2023 1 Proposal to the City of San Luis Obispo Tourism Business Improvement District May 2023 Guest Services and Public Relations Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the City of San Luis Obispo’s Tourism Business Improvement District to convert heads in bed to hearts in beds, bolster the city’s public image for guests and strengthen San Luis Obispo as an unforgettable place where visitors engage in a lifestyle they aspire to live, become emotionally attached and return to regularly. 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 to improve the quality of life and economic vitality of our community. We continue to seek new opportunities to deepen our partnership and further the understanding of San Luis Obispo as an exceptional community to live in and visit. Page 31 of 103 May 2023 2 Table of Contents Cover letter 1 Qualifications 3 Project Team 4 Proposals 5 Summary 11 Page 32 of 103 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, collaborations, 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 via email and website chat. The center, which is open seven days a week, is staffed by visitor information professionals who are trained to answer questions and accommodate the 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 33 of 103 May 2023 4 Project Team The SLO Chamber has an experienced, professional staff who work together to execute projects to completion with a track record of success. The key team members who will lead the work for the Tourism Business Improvement District 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 TBID and PCC. 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 TBID in strategy and execution of partnerships, activations and promotions. Coming Soon Communications Coordinator The SLO Chamber Communications Coordinator will support TBID work through expertise in local happenings, 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 TBID promotions and activations, Julia is the boots-on-the-ground for guest services. Page 34 of 103 May 2023 5 Proposals Visitor Center/Guest Services The SLO Chamber’s Visitor Center is in a unique position to provide the San Luis Obispo guest with a friendly and informative experience even before their arrival. This not only entices visitors to San Luis Obispo, but plays a pivotal role in the overall guest experience, encouraging travelers to stay in and return to SLO. Through relationships developed with each of the TBID constituents, we capitalize on the Visitor Center’s significant face-to-face, phone, website and email traffic to encourage travelers to stay in San Luis Obispo and match the right guest with the right property. We are proposing to continue the current services we provide to the TBID. The Chamber provides a hotel availability service that is currently exclusive to the TBID. Visitor Center staff contact every TBID property each week on behalf of the TBID, and maintain a record of which hotels are sold out and which have availability for each Thursday, Friday and Saturday as well as impacted weekdays throughout the year. This helps guests, who would otherwise need to call each property on their own, easily find a room in the city. This service also allows for TBID properties to refer their clients directly to the Visitor Center for centralized guest services. Since July 2022, the Chamber has been able to utilize this availability information to refer TBID properties more than 13,000 times. This service also acts as a vital connection point to relay and gather important information and data. In addition, Visitor Center staff answer each call made to the TBID’s 1-877-SLO-TOWN phone number, which serves as a response tool to the TBID’s advertising efforts and digital presence. This creates the option for a ‘real person’ to assist in trip planning, ensuring that travelers seeking personal guidance have a friendly, live voice to shape their experience of San Luis Obispo before even arriving. The telephone dedicated TBID 1-877-SLO-TOWN line includes voicemail for after-hours in which calls are returned during the next day’s hours of operation. In 2023-24, the Visitor Center will be 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 total of 55.5 hours a week with additional hours added on seasonally. This year we are also proposing the continued use of the live chat service on VisitSLO.com that was activated mid-March 2020 to maintain additional communication avenues. As more and more interactions are taking place in a digital arena, this provides yet another way to capture guests’ interest in San Luis Obispo. Page 35 of 103 May 2023 6 Promotions - Sales Support - Fulfillment The Visitor Center also serves as a fulfillment location and customer service lead for TBID special promotions. We look forward to collaboration on the development of promotions, serving as the customer service outlet for guest inquiries in regard to advertised promotions, and the delivery of promotional materials to guests upon their arrival in San Luis Obispo. We propose to continue this partnership, but as the needs and tactics of the TBID change and adapt, we also expand this offering to include active support of the TBID’s sales objectives and follow up and fulfillment of information requests about San Luis Obispo that come in from other sources. Scope of work The scope of work within this proposal includes: • Tracking room availability Thursday – Saturday through: o Weekly email and phone calls to all constituents as well as additional tracking for impacted weeks throughout the year (i.e. Cal Poly Week of Welcome, Cal Poly Family Weekend, Cal Poly Graduation) o Availability information for impacted times will be provided to TBID properties in order to help maintain guests within the city o Tracking will be extended to TBID Homestay properties that opt in to the service o SLO hotel contact information included in advertising on window after Visitor Center hours on weekends • Guest service and booking assistance for guests that call the customer service line seeking tourist information on 1-877-SLO-TOWN • Guest service and information assistance via the live chat widget on VisitSLO.com • Site visits by Visitor Center staff to each hotel to build understanding of each property’s unique offerings and individual needs to ensure that the Visitor Center is making informed and educated referrals o Up to 6 activations per year • Site visits to TBID strategic partners (ie: SLO Coast Wine properties) to deliver TBID marketing and promotional materials o Up to 2 activations per year • Assisting guests in the Visitor Center with booking a SLO city hotel room • Up to 4 activations per year of Visitor Center on-the-road service to assist in tourism promotion at off-site or virtual events such as: trade shows, brand activations, or at in- county TBID sponsored events, that fall upon mutually agreed dates. Lodging expenses as needed would be covered by the city, similar to past years. • Up to 4 activations per year of Visitor Center involvement in special promotions, sales support, and information fulfillment including: o Utilization of the Visitor Center as a fulfillment location for guest pick-up and delivery of promotion Page 36 of 103 May 2023 7 o Utilization of Visitor Center staff to respond to phone and email inquiries regarding those promotions o Involvement of CEO & Visitor Center manager in planning strategy and execution to ensure seamless fulfillment o Active support of TBID sales efforts (ie: follow up and auditing leads lists from Visit SLOCAL and pushing information to TBID properties) o Information request fulfillment to those that have expressed interest in San Luis Obispo (ie: Visit CA lists)  Mail TBID brochure and other agreed open materials • 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 the next two years split between TBID and PCC Public Relations Overview of 2023-2025 Since 2014, the SLO Chamber has led tourism public relations for the City of San Luis Obispo through a partnership between the Tourism Business Improvement District and the Promotional Coordinating Committee. 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. Page 37 of 103 May 2023 8 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 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 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- Page 38 of 103 May 2023 9 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 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 continues 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 to soldier on with our sustainability and DEI focuses — not only booming trends in travel tourism, but a core pillar 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. 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 Page 39 of 103 May 2023 10 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 the budding wine region is a flourishing aspect of our destination, SLO will work with SLO Coast Wine’s team on telling the story of the new AVA and publicizing the destination together. 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 are able to work with them to get in front of additional audiences like alumni, staff recruits and other key stakeholders in the university. 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 Page 40 of 103 May 2023 11 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 Participation in and pitching of City coordinated campaigns such as Support Local to regional media 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 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 Public Relations Services for 2023-25 $100,000 a year* *jointly funded by the TBID and PCC Media Monitoring Service 2023-24 $7,425 a year Page 41 of 103 Page 42 of 103 Proposed Marketing Contract Budget Allocation FY23-24 May 10, 2023 | SLO TBID Board Meeting Page 43 of 103 2022-2024 Initiatives Making Good Progress We Have Updates Let’s Discuss ●Brand Campaign ●Paid Media ●Creative Services ●Search Engine Optimization ●Website Development & Maintenance ●Strategic & Industry Partnerships ●Events ●Constituent Relations ●Research & Development ●Diversity, Equity & Inclusion ●Email Strategy ●Organic Social Media ●Public Relations ●Sustainability ●Meetings, Business and Trade Travel ●Content Strategy Page 44 of 103 2023-2024 Scope of Work FY23-24 Retainer Services Additional Opportunities Making Good Progress We Have Updates Let’s Discuss ●Paid Media Campaign Management ●Search Engine Optimization ●Creative Services ●Content Creation (Blogs) ●Website Services ●Account Strategy, Management & Meetings ●Public Relations ●Content Creation (e-Newsletters) ●Meetings ●Sustainability ●LGBTQ+ ●Content Partnerships ●Brand Research Page 45 of 103 FY23-24 Retainer Services Page 46 of 103 5Confidential. Intellectual property of Noble Studios. Performance Marketing SEO To continue improving the visibility of VisitSLO.com, Noble will provide ongoing SEO recommendations with a focus on helping to grow organic traffic to the site. ●Quarterly SEO content plan development ●Proactive monitoring of top keywords ●Quarterly technical SEO audits ●Creation of page prompts and/or page optimizations for up to 2 pages per month ●Page title and meta description updates as needed Paid Media Ongoing paid media planning, buying, campaign management and optimization of the recommended $425K Paid Media Budget. ●Quarterly media plan development ●Promotional media plan development ●Negotiations with trusted media partners ●Providing POVs on co-ops as they arise ●Campaign set up & QA ●Campaign optimizations and/or restructuring as needs arise ●Includes the build out of a Sustainable SLO retargeting campaign Reporting To ensure visibility into the performance and impacts of our integrated digital strategies, Noble will continue to provide quarterly and monthly reports and presentations. ●Monthly activity reports ●Quarterly performance report presentation ●MidWeekend wrap up reports and presentations ●GA4 performance dashboard creation Page 47 of 103 6Confidential. Intellectual property of Noble Studios. Creative Services Annual Report & Sizzle Reel In collaboration with the City and cross-agency teams, Noble Studios will develop the SLO TBID Annual Report and Sizzle Reel. ●Development of annual report content in collaboration with the City and cross-agency teams ●Design on the annual report based on existing template ●Development of a strategic brief and storyboard to guide the creation of the sizzle reel ●Sizzle reel video editing Brand & MidWeekend Campaign Evolutions Leveraging both brand research findings and performance insights, Noble will provide recommendations for how to evolve the messaging and imagery in order to create more personally relevant experiences for potential travelers. ●Creative refreshes for our “Live the SLO Life” campaign assets ●Creative refresh of the “MidWeekend” campaign assets ●Creation of Sustainable SLO creative assets to support brand campaign retargeting tactics Creative Services Visually create, manage, and oversee the visual representation of all branded SLO TBID marketing assets for a cohesive and impactful look and feel across all touchpoints. ●Asset creation for co-ops and strategic partnerships such as SLO CAL, Cal Poly Athletics, CCTC and more ●Visitors Guide updates ●Ad hoc creative requests to support with the unique creative needs that will arise throughout the next year Page 48 of 103 7Confidential. Intellectual property of Noble Studios. Website Services Website Maintenance & Services ●Website Services - Includes a set amount of time (75 hours) that allows the Noble Studios team to tackle a broad array of potential website services depending on your unique business needs. These services also ensure that we can continue to further enhance the new website experience. ●Website Maintenance, Repair and Optimization (MRO) - Includes a set amount of time (60 hours) allocated for our technical team to take a specialized and proactive approach to ensuring that the quality, performance and security of your site is maintained in accordance with evolving industry standards. Page 49 of 103 8Confidential. Intellectual property of Noble Studios. Content Creation Blogs & e-Newsletters Noble will continue to provide valuable, engaging, and authentic content to help further position Visit SLO as the go-to source for all things travel-related in San Luis Obispo. The goal of this content is to provide relevant and timely information on the website which is then leveraged across owned channels. ●Quarterly content planning in alignment with themes or priorities as identified within the 30/60/90 day plan ●Creation and implementation of up to 2 pieces of net new blog content per month ●Content development and build of one e-newsletter per month to the general newsletter subscription audience ●Content development and build of up to 6 additional e-newsletters to continue to engage our segmented audiences with content relevant to their unique interests Page 50 of 103 9Confidential. Intellectual property of Noble Studios. Account Management Account Strategy, Management & Meetings Account strategy and project management are integral components of the success of our partnership with the City. ●Account strategy and stewardship with development and implementation of the annual marketing plan ●Project management of timelines and deliverables ●Quarterly 30/60/90 Day Marketing Plan Review Meetings ●Weekly and ad/hoc status meetings with City Staff ●Attendance at TBID meetings and presentation prep ●In-market visits and workshops with the TBID and cross-agency teams ●Collaboration and presentations with third-party contractors or industry partners as necessary Page 51 of 103 10Confidential. Intellectual property of Noble Studios. Public Relations Public Relations DCI will be subcontracted under Noble for ongoing media relations, proactive pitching and outreach to secure coverage among SLO’s Most Wanted Media List. These efforts are indebted to help build continued consumer awareness by amplifying the destination brand and reaching audiences locally, regionally and nationally. ●DCI Immersion for new Senior Account Director, Siobhan Chretien ●Update to the MWML and Key Messages ●PR strategy within the 30/60/90 Day Marketing Plan ●Proactive/Reactive Pitching ○Up to 4x quarterly pitches and proactive outreach to secure 2-3 articles from MWML per quarter ○Responding to media leads and reactive opportunities ●Experiential Media Event ○Support coordinating an interactive media networking experience for editorial decision makers and content creators in NYC or another key market ●5-6 Individual press trips and/or small group FAM ●Inclusion in DCI all-client pitch initiatives ●Monthly and quarterly media reports ●Monthly status calls with City Staff & Noble Page 52 of 103 11Confidential. Intellectual property of Noble Studios. Co-ops and Print Placements Co-Ops & Print Placements ●Visit SLO CAL Visitors Guide ○Full Page - $3,650 ●Visit California Visitors Guide ○CCTC Placement - $5,250 ●CCTC ○Regional Listing & Featured Map Photo Ad - $2,350 ●Visit SLO Destination Brochure ○Certified Folders Distribution - $5,500 ●SLO Chamber ○Chamber Visitors Guide - $3,700 Total Anticipated Costs: $20,450 Recommended Budget Allocation: Up to $25k for Co-op Print Placements (to account for any rate increases unknown at this time) Page 53 of 103 12Confidential. Intellectual property of Noble Studios. Scope Budget Performance Marketing (Paid, SEO & Reporting) $157,000 Creative Production $105,000 Content Creation $58,000 Website Maintenance $27,000 Account Strategy, Management & Meetings $115,000 Public Relations (DCI)$49,000 Total Agency Fees $511,000 Other Costs Paid Media $425,000 Journalist/FAM Travel Fees $16,000 Print Ads / Co-ops $25,000 Technology Fees $19,000 Contingency $4,000 Total Costs Up to $489,000 Total Base Contract: $1,000,000 (11% increase YoY) Page 54 of 103 FY23-24 Opportunities Page 55 of 103 14Confidential. Intellectual property of Noble Studios. Brand Research Brand Sentiment Research In order to track progress towards brand awareness and sentiment, among locals as well as prospective visitors from feeder markets, Noble Studios would partner with Wiser Insights to deploy a brand sentiment survey this fall. The insights will help us gain an objective, statistically reliable and trackable measure of point-in-time sentiment toward SLO as a branded destination and could be leveraged during the RFP process. $35,000 Noble Services Page 56 of 103 15Confidential. Intellectual property of Noble Studios. To help position SLO as a meetings destination, Noble Studios is ready to support with the messaging, content and digital strategy to keep SLO top of mind for meeting planners through paid and owned media tactics. Meetings Strategy Visit San Luis Obispo SLO Life Tips Brand Campaign Sustainability Meetings (NEW!) Event Promotion MidWeekend Paid Channels (Paid Social, Display, Video, etc.) Owned Channels (SEO-Optimized Website Content, email, videos for organic social, etc.) Page 57 of 103 16Confidential. Intellectual property of Noble Studios. Discovery Inputs and Outcome Keyword Discovery Target Audience & Market Analysis Channel Strategy User Experience + Landing Page Considerations Digital Messaging Strategy and Media Plan Stakeholder + Local Community Interviews Google Analytics + Measurement Analysis Competitor Analysis Page 58 of 103 17Confidential. Intellectual property of Noble Studios. Clear Goals Marketing Feedback Loop Effective Sales Collateral Integrated Audience & Channel Strategy Website Experience Content Connect to Convert Core Components of a Meetings Strategy When we think about a robust meetings marketing program, there are key areas “spokes” that work together with an ultimate goal of connecting with a meeting planner to drive visitation to the destination. Page 59 of 103 18Confidential. Intellectual property of Noble Studios. Meetings | Owned Channel Strategy Discovery, Strategy & Planning ●Target Audience/Market Analysis ●Competitor Audit ●Stakeholder Collaboration/Interviews ●Discovery Presentation Creative Strategy ●Creative Concepting / Visual Direction for Video/Photo Production Content Creation ●Development and implementation of up to 4 SEO-Optimized Pieces of Content for VisitSLO.com ●Creative services to support with the development of a sales kit and/or sales materials Photo/Video Production ●Coordination of a photo/video shoot in-market ●Noble will source & subcontract video production team ●One video plus color-corrected images Account/Project Management: ●Collaboration and meetings with Strategy Consultant and City Staff ●Management of project timeline & deliverables $150,000 Noble Services Meetings Strategy Consultant ●Collaboration with City Staff, hoteliers and cross-agency teams to help guide and establish the overarching Meetings Strategy for the destination $$$ Consultant Fee Page 60 of 103 19Confidential. Intellectual property of Noble Studios. Meetings | Paid Channel Strategy Discovery, Strategy & Planning ●Channel Strategy ●Media Plan Development Content Creation ●Development and implementation of a paid landing page focused on driving traffic directly to property websites (partner referrals) ●Creation of campaign assets to fulfill media plan Paid Media Management & Reporting ●Campaign and tracking set-up ●Management & optimization of a 3 month paid media campaign ●Campaign performance reports $25,000 Noble Services Does not include media budget (est. $30K+) Page 61 of 103 20Confidential. Intellectual property of Noble Studios. To help raise awareness of Sustainable SLO and our Keys for Trees program, we need to take our sustainability tactics to the next level by helping to develop a content and digital strategy that helps tell the story to potential travelers and locals alike. Sustainability Strategy Visit San Luis Obispo SLO Life Tips Brand Campaign Sustainability (GOING ALL IN!)Meetings (NEW!)Event Promotion MidWeekend Paid Channels (Paid Social, Display, Video, etc.) Owned Channels (SEO-Optimized Website Content, email, videos for organic social, etc.) Earned Channels (Public relations) Page 62 of 103 21Confidential. Intellectual property of Noble Studios. Sustainability Owned Channel Strategy Creative Strategy ●Script Development / Visual Direction for Photo/Video Production Content Creation ●Development and implementation of up to 2 SEO-optimized pieces of content ●Creative services to support with collateral (ex. signage for trees planted) Photo/Video Production ●Coordination of a photo/video shoot in-market ●Noble will source & subcontract video production team ●Up to 3 videos plus color-corrected images Account/Project Management: ●Collaboration and meetings with City Staff and cross-agency teams ●Management of project timeline & deliverables $145,000 Noble Services Page 63 of 103 22Confidential. Intellectual property of Noble Studios. To help further showcase SLO’s commitment to inclusivity and diversity, there is an opportunity to ensure that we are showing the LGBTQ+ experience authentically across our owned channels. Noble Studios would love the opportunity to partner with SLO to capture new video and photo assets and to develop net new content to be featured across the brand new VisitSLO.com. LGBTQ+ Visit San Luis Obispo SLO Life Tips Brand Campaign LGBTQ+ (NEW!)Culinary Outdoor Relaxation & Wellness Content & Creative Strategies to Connect With Our Interest & Intent Based Audiences Family & Frequent Traveler Arts & CultureCal Poly 65+ Page 64 of 103 23Confidential. Intellectual property of Noble Studios. LGBTQ+ Content Strategy Creative Strategy ●Creative Concepting / Visual Direction for Photo/Video Production Content Creation ●Development and implementation of up to 2x SEO-optimized pieces of content Photo/Video Production ●Coordination of a photo/video shoot in-market ●Noble will source & subcontract video production team ●Up to 1 video plus color-corrected images Account/Project Management: ●Collaboration and meetings with City Staff, GALA, and cross-agency teams ●Management of project timeline & deliverables $90,000 Noble Services Page 65 of 103 24Confidential. Intellectual property of Noble Studios. Content Partnerships Content Partnerships In place of content creators, Noble would do outreach to full-service content studios such as Matador Network which works with some of the world’s biggest brands and many destinations such as Visit California. ●Negotiations with trusted content partners ●Collaboration and coordination of content production ●Exact content partnership details would be provided following negotiations for TBID review $12K Noble Service + Minimum Media Commitment of $50K Page 66 of 103 25Confidential. Intellectual property of Noble Studios. Scope Budget Meetings (Owned Content Strategy) $150,000 Meetings Strategy Consultant $TBD Meetings (Paid Strategy)$25,000 Meetings Paid Media Budget $30,000+ Total Budget $205,000+ Scope Budget Sustainability (Owned Content Strategy) $145,000 Total Budget $145,000 Scope Budget LGBTQ+ (Owned Content Strategy) $90,000 Total Budget $90,000 Scope Budget Brand Sentiment Research $35,000 Total Budget $35,000 Scope Budget Content Partnership Media & Creative Services $12,000 Content Partnerships Paid Media Budget $50,000 Total Budget $62,000 Meetings Sustainability LGBTQ+ Brand Research Content Partnerships FY23-24 Opportunities Budget Summary Page 67 of 103 Page 68 of 103 Scope of Work Date: 05/10/23 Project: City of SLO TBID Tourism Content Marketing _____________________________________________________________________ Account Management: $7,520 • Meet quarterly with the TBID agency of record and staff to collaborate on the social strategy alignment with the overall TBID marketing and content objectives. • Collaborate with staff and AOR regularly and manage deadlines for timely reviews and approvals of content. • Manage the variety of services, tools and platforms needed to accomplish contractor responsibilities (Crowdriff). • Attend and report to the TBID Board quarterly and annually. Strategy and Development: $10,800 • Develop and implement a comprehensive social media strategy including utilization of the TBID’s strategic initiatives, marketing plan, branding documents and insights – plus other relevant resources provided by the contractor. Content must always be appropriate and in good taste and incorporate (when feasible) the TBID’s alignment with the City’s major goals such as sustainability and DEI. • Recommend and provide other social platforms and tools as needed to achieve strategic goals. • Research and leverage SLO activities, events and trends to post relevant and timely content. • Use critical thinking and forward-thinking strategies as the voice of Visit San Luis Obispo. • Accomplish a verified account status for the ShareSLO Instagram account. Creative Services: $32,400 • Create original content that can be used on social media as well as other TBID channels. • Produce all necessary elements including design, photography and videography to create posts, stories, reels and other creative social media tools. • Create social media toolkits as needed for partners to use that meet the SLO TBID's goals – both for Visit San Luis Obispo channels or for Visit SLO presences on other channels. • Utilize the TBID’s owned assets for content production. Platform and Community Management: $27,000 • Collaborate with community businesses and strategic partners to curate content across multiple channels. • Identify strategic partner accounts, local organization accounts, business accounts, travel related accounts, influencer accounts and relevant community member accounts to leverage and curate from to expand the Visit San Luis Obispo audience. • Assess the number and types of posts regularly for a balanced but proactive social presence. • Identify key hashtags that should be used and promoted to elevate Visit San Luis Obispo content. • Update and create story highlights regularly on the ShareSLO Instagram account. 1880 Santa Barbara Ave, Suite 170 San Luis Obispo, CA 93401 Page 69 of 103 • Attend community events to capture relevant and timely content to be the voice and eyes of San Luis Obispo. • Post with the mindset of a professional influencer and a professional business account. • Produce content that feels welcoming for all audiences and demonstrates diversity, equity, and inclusion at all times. • Engage with contracted influencers by reposting, saving and sharing content through appropriate social platforms. • Provide social media management including monitoring, curating, creating, posting, filtering, and measuring the social media presence of Visit San Luis Obispo across common digital platforms such as Instagram, Facebook, Pinterest, Google Travel Stories and more. • Use an always on approach when managing the Visit San Luis Obispo social channels and consistently engage with social users and community accounts by liking posts and responding to comments and direct messages in a timely manner while using the voice of SLO at all times. • Manage content in accordance with best practices as a business and community voice. • Manage a social calendar for Visit San Luis Obispo posts, stories, ideas and strategy. • Maintain a prepared but flexible approach to scheduled posts within the social calendar. • Update the Visit San Luis Obispo profile as needed within the developed strategy and create linktrees that drive traffic to VisitSLO.com. • Update cover photos and profile photos as and if needed. • Create and organize asset galleries within CrowdRiff. • Request user generated photo rights regularly by using CrowdRiff and uploading manually approved rights into the platform. • Update the followed hashtags in CrowdRiff regularly as needed. Measurement & Reporting: $4,320 • Establish measurable goals annually and quarterly. • Develop, measure, and report on social KPIs and overall performance monthly, quarterly, and annually. • Measure and report specific communication outcomes as needed. • Measure and report on engagement and enhancement of number of followers. • Provide a monthly written activity report for City Staff and the TBID Board. Content Service Additions Contingency: $1,080 • Should other creative services be needed, such as support for the blog, newsletter copy, small design projects, etc., this contingency can serve to cover those expenses. Budget to be reallocated elsewhere if not needed. Hard Costs: $3,600 • SproutSocial annual subscription with 2 seats. Other Fees: $1,080 • Funds to purchase event tickets for attendance and/or giveaways as needed and appropriate. Budget to be reallocated elsewhere if not needed. TOTAL: $87,800 The management of the Visit San Luis Obispo social channels will be the primary focus for this contract, however the production of content for other owned channels as needed such as blogs, VisitSLO.com website content, newsletter copy, or small design projects may be requested. Accommodation of these requests will be based upon remaining unallocated budget. Page 70 of 103 City of Slo recap 21-22Page 71 of 103 PARTNERSHIP OBJECTIVES review All City of SLO - TBID benefits on the Cal Poly Athletics advertising platform link back to fulfill your marketing objectives for the partnership. Our efforts are to generate awareness to entice our visiting teams and fans to Visit SLO, showing the areas beauty, small town charm, diverse activities, all to put hearts in beds. heighten shareslo brand After a years absence, the ShareSLO brand will be reintroduced to fans in and out-of- market with an integrated digital and traditional approach in several media channels. reach out-of-market fans New, innovative digital reach will help ShareSLO reach out-of-market to attract visitors and heads in beds as the brand promotes the #SLOReady messaging to Cal Poly fans. drive team & alumni visits MSP will pro-actively promote the city hotels through visitors guides sent to all visiting coaches/operations personnel in the Big Sky and Big West Conferences. Additionally, messaging can direct visits by out-of-town Alumni by emphasizing specific times of year - Homecoming and Open House - to entice them to return to SLO.Page 72 of 103 BRAND AWARENESS Page 73 of 103 IP RIGHTS MARKS & LOGOS Cal Poly's most valuable asset to the partnership is the use of its intellectual property. Fans connect with a partner through the school and co-branding can lift affinity for a product or ser vice significantly. (Please see next slide). Page 74 of 103 WHEN VIEWING CO-BRANDED ADVERTISING ASSETS, COLLEGE SPORTS FANS ARE: ip use increases fan engagement 2x 55 4x %33 % Source: Learfield/Turnkey Intelligence, Intellectual Property Study, 2017 Page 75 of 103 BE SEEN IN A BI G WAY videob oard BANNER Prominently displayed on the large videoboard in the south endzone, where all eyes navigate during a game, the San Luis Obispo logo, along with the website VisitSLO.com was seen by football and men's and women's soccer fans throughout the fall. The San Luis Obispo brand is front-and-center, fans from out-of-market included parents and Alumni during Parent's and Homecoming weekends, as well as visitors/boosters from Montana, South Dakota, Eastern Washington, San Diego, Oregon and Idaho. Total attendance football games: 33,860 Total attendance men's and women's soccer: 27,968 Total ESPN+ Football Views: 152,663 Page 76 of 103 COURTSIDE ACTION MOTT courtside LED ROTATIONAL Showcased in (4) fall and winter sports, the ShareSLO brand was front-and-center to fans in Mott Athletic Center, as well as those tuning in from out-of-market on the ESPN+ live stream of games. This year the motion graphic colors were changed out to Cal Poly green and gold to make more of a connections with our fans. Out-of-market teams included: South Carolina, Sacramento, San Jose, Michigan, Northern Arizona, Hawaii, Idaho, Los Angeles, Oregon, Utah, San Diego, Minneasota and Arkansas. Total Fall/Winter Sports Attendance: 62,978 ESPN+ Views for men's and women's basketball/volleyball: 197,990 Page 77 of 103 TAKE ME OUT TO THE BALLGAME BAGGETT STADIUM OUTFIELD BANNER Extending brand awareness into the spring and Cal Poly's most popular sport, the large outfield San Luis Obispo sign heighten awareness in-stadium and to out-of-market to fans watching games in-stadium and on the ESPN+ live stream. Out-of-market market reach included: Missouri, Oregon, Ohio, Los Angeles, San Jose, Hawaii, San Diego, Irvine, Riverside, Sacramento, and Fresno. Total Baseball Attendance: 44,988 thru 4/30/23 Page 78 of 103 COLLEGE SPORTS FANS ARE A FIT SOURCE: CAL POLY FANBASE DASHBOARD 1.24.23 TOTAL FOLLOWERS ACROSS PRIMARY ATHLETICS SOCIAL MEDIA (FB, INSTAGRAM, TWITTER) . YOUGOV PROFILES, 1.15.23 A COLLEGE SPORTS FAN IN SOUTHERN CALIFORNIA IS AN ADULT 18+ WHO HAS AN INTEREST IN COLLEGE SPORTS & RESIDES IN SOUTHERN CALIFORNIA 207,000+ CAL POLY FANBASE RECORDS ACROSS CALIFORNIA Page 79 of 103 GROW WITH US DIGITALLY SOURCE: CAL POLY FANBASE DASHBOARD 1.24.23 TOTAL FOLLOWERS ACROSS PRIMARY ATHLETICS SOCIAL MEDIA (FB, INSTAGRAM, TWITTER). GOOGLE ANALYTICS, GOPOLY.COM, JULY 2021 – JUNE 2022 103,000+ FOLLOWERS ACROSS ALL SOCIAL MEDIA PLATFORMS 2,100+ NEW FOLLOWERS IN THE LAST 90 DAYS Page 80 of 103 ALWAYS BE PRESENT FAN365 The City of SLO - TBID created powerful connections with fans across websites they visit every day via Fan365, the Cal Poly re- targeting platform. Campaigns were conducted in fall, winter and spring and targeted to out-of-market fans. This kept the San Luis Obispo brand and VisitSLO.com web address front-and-center as fans surfed the Internet. Fan365 Features: proprietar y 1st party audience - fed to Cal Poly fans directly co-branded ads - would like to see co-branded ads this coming year to compare results reach the right fan, at the right time with your custom message Turnkey media activation from our team of digital marketing experts with no hidden fees     Page 81 of 103 .22% avg. CTR 689 Clicks 306,036 Impressions Delivered Total CAMPAI GN HIGHLI GHTS The overall partnership goal was to heighten the San Luis Obispo brand after a years absense from fans and drive traffic to the VisitSLO.com website. Fans out-of- market were targeted in order to spur registrations and put heads in beds. CAMPAIGN FLIGHTS: Fall, Winter and Spring KPI: Guaranteed 100,000 impressions each campaign TARGET: Out-of-Market fans, primarily in the great Los Angeles and San Francisco Bay Area  CAMPAIGNs SPOTLIGHT Delivered average of 102,000 impressions each campaign Ads delivered to primary data (fans), highly targeted Avg. CTR of .22% is 4X better than average display ad campaign    FAN 365 ENGAGE FANS DIGITALLY Page 82 of 103 .68% avg. CTR 697 Clicks 101,992 Impressions Delivered Total CAMPAI GN HIGHLI GHTS The overall partnership goal was to heighten the San Luis Obispo brand after a years absense from fans and drive traffic to the VisitSLO.com website. Fans out-of-market were targeted in order to spur registrations and put heads in beds. CAMPAIGN FLIGHTS: Fall 2022 KPI: Guaranteed 100,000 impressions  TARGET: Out-of-Market fans, primarily in the great Los Angeles and San Francisco Bay Area  CAMPAIGNs SPOTLIGHT Delivered average of 101,992 impressions delivered Used Cal Poly Colors in ad to connect the brands Ads delivered to primary data (fans), highly targeted Avg. CTR of .68% is 10X better than average display ads Winter campaign dropped down to .24% CTR Recommend changing creative each season FAN 365 case study ENGAGE FANS DIGITALLY Page 83 of 103 City of SLO - TBID spread awareness, drove traffic, and captured data all year with a dynamic presence on the official website and App of the Cal Poly Mustangs. STRATEGIC PLACEMENTS: GoPoly.com. and Cal Poly App The City of SLO - TBID ads were run-of-site on both GoPoly.com and the Cal Poly App. GoPoly.com and the App generated over 4.66 million pageviews last year and we anticipate growth by the end of the 22-23 season. GoPoly.com reached over 854,000 unique users and the Cal Poly App has 5781 subscribers to date, with 4125 active users, who use the App throughout the year. We anticipate adding more downloads to the App as a Rewards Program gets integrated within the App.   WEBSITE & App EXTEND BEYOND GAMEDAY Page 84 of 103 TRAFFIC DRIVERS Page 85 of 103 REACH FANS DIRECTLY LIVE STREAMING COMMERCIALS on espn+ The "SLO Ready" 30 sec. commercial aired on the new ESPN+ live streams or Cal Poly stream during home games for football, volleyball, men's and women's basketball, men's soccer and baseball. With the switch to the ESPN+ platform, the viewership online jumped significantly. Here are overall numbers and highlights of 22-23: Total ESPN+ Football Reach: Total Reach (Home and Away games): 152,663 Unique Views. Montana Game 33,000+ Unique Views. Men's Basketball Reach: 6735 Average Viewers per game, 107,756 Unique Viewers in season. Second highest in Big West. 20K unique views vs. Mt. Saint Mary's and UC Irvine. Women's Basketball Reach: 51,376 Unique Views, 3425 Avg. Views, 31K Views vs. #1 South Carolina Baseball Reach: Waiting for numbers. The City of SLO was grandfathered in cost for spots for the past 2-year contract. Spot costs have increased exponentially from the previous stream. Thus, for 23-24 season, City of SLO will receive a 30 sec. spot in football, men's basketball and baseball only.Page 86 of 103 visiting team guides tbid hotel information sent directly to coaches & operations staff To encourage visiting teams to book stays in TBID hotels, each coach or operations manager for football, men's and women's soccer, men's and women's basketball, volleyball, baseball and softball were sent an email and the TBID hotel graphic - a total of 35 coaches from around-the-country and California. Page 87 of 103 SUMMARY Page 88 of 103 SUMMARY PARTNERSHIp All Cal Poly Athletics marketing assets were focused on fulfilling the primary City of SLO - TBID Objectives of heightening brand awareness of the brand and ShareSLO, reaching out-of-market fans, driving traffic to the VisitSLO.com website and, ultimately putting hearts-in-beds. Cal Poly Athletics created hundreds of thousand digital impressions with ESPN+ Broadcasts, retargeting ads and GoPoly.com ads. All ads linked back to VisitSLO.com site to start fans through the discovery process and sales funnel. The partnership dollars given to the department went back to booking TBID hotel rooms for visiting teams, officials of games and official department visits. In all, (23) total hotels responded to RFP emails (Up from 15) and (23) TBID hotels were booked for the season. These hotels were chosen as they expressed interest in hosting the guests. The department will make an effort to utilize as many TBID hotels that expressed interest in hosting for 23-24.  To improve affinity and brand lift, we would recommend that all ads be co-branded with the inclusion of the Cal Poly logo in broadcast and digital efforts. We also have seen that changing up creative, messaging and photos will also cause a lift.  23-24 to 24-25 Sponsorship Package includes: Spanos Static Signage Mott Scrolling LED Baggett Stadium Outfield Sign (1) 30 sec. spot on the ESPN+ broadcasts of football (home and away games), men's basketball (home) and baseball (home) games Fall, Winter and Spring Fan365 retargeting ads focusing on out-of-market fans Investment: $65,000 per year          Page 89 of 103 THANK YOU! HEATHER HELLMAN THANK YOU FOR YOUR CONSIDERATION OF A PARTNERSHIP WITH CAL POLY ATHLETICS  Heather Hellman General Manager Mustangs Sports Properties hhellman@mustangssportsproperties.com Phone: 805-215-8545 Page 90 of 103 1 KIND TRAVELER KIND DESTINATION SPONSORSHIP AGREEMENT June 9, 2023 Dear Molly Cano, Welcome to Kind Traveler! As the first socially conscious Give + Get hotel booking and media platform that empowers travelers to positively impact local communities, the environment, and animals, we are honored to have you on board as a Kind Destination Sponsor. Attached, please find a Memorandum of Understanding a.k.a Kind Destination Sponsor Agreement between Kind Traveler and the City of San Luis Obispo. Please review and sign to officially secure your position as a Kind Destination Sponsor on the Kind Traveler platform. In the meantime, if there are any questions we can answer or anything we can help you with, please feel free to reach out. My email is jblotter@kindtraveler.com and you can reach me at (619) 519-2437. Thank you for joining us on our mission to empower everyday travelers to make a positive impact by giving back to the communities they visit. Kindly, Jessica Blotter CEO & Co-Founder KindTraveler.com Page 91 of 103 2 KIND DESTINATION SPONSORSHIP AGREEMENT This Kind Destination Sponsorship Agreement (this “Agreement”) is entered into, by and between “Company” Kind Traveler, PBC, a Public Benefit Corporation with offices at 44851 San Pascual Ave, Palm Desert, CA 92260, and the City of San Luis Obispo as a “Kind Destination Sponsor” with offices at 990 Palm Street, San Luis Obispo, CA 93401. Company is an online travel platform utilizing an online fundraising & marketing campaign (hereinafter referred to as “Promotion”) with charity partners under the Kind Traveler digital platform to offer the Kind Traveler program for destination properties. 2. SPONSORSHIP AND PROMOTIONAL ACTIVITIES. 2.1 SPONSORSHIP OF THE COMPANY. Kind Destination Sponsor shall be prominently featured as such on the Company's public World Wide Web site, located at http//www.kindtraveler.com (the "Site"), for the Term of this Agreement. Kind Destination Sponsor shall be entitled to exercise the option to engage or participate in all activations set forth in schedule “A,” shall have the first right of refusal to future activated Kind Destination Sponsor positions on future programs, and shall be included in marketing, advertising and promotional materials ("Marketing Materials") distributed by or for the Company. The Company shall prominently feature Kind Destination Sponsor’s logo, hyperlinks, mission and or sponsorship on the Site. KIND TRAVELER agrees that all use of Kind Destination Sponsor’s name, logo(s), mission statement, and/or other brand information shall be consistent with the Kind Destination Sponsor’s graphic standards and subject to Kind Destination Sponsor’s approval. All content appearing on Kind Destination Sponsor’s individual page within the KIND TRAVELER digital platform shall be first approved by Kind Destination Sponsor. Kind Destination Sponsor shall be given reasonable time to complete its review to provide approval (or denial) of all such uses. 2.2 PROMOTION OF THE SITE AND COMPANY SERVICES. Kind Destination Sponsor shall use reasonable efforts to promote the Site and the Company's services on its Website and in its Marketing Materials and/or social media. The exact nature and extent of such promotion, shall be left in the control and discretion of Kind Destination Sponsor. 2.3 KIND DESTINATION SPONSOR PRODUCTS AND SERVICES. The Company shall use reasonable efforts to promote Kind Destination Sponsor’s products and services related to travel on the Site and in its Marketing Materials and social media. The Company and Kind Destination Sponsor shall cooperate to coordinate the exact nature and extent of such promotion. 3. LICENSES. The Company and Kind Destination Sponsor each grants to the other a nonexclusive, worldwide, license, with no right to sublicense, to use, reproduce and distribute, in print, online and on such other media as the parties may agree from to time, the other party's name, logo and other trademarks and service marks used with respect to such party's products and services for the sole purpose of fulfilling the parties' respective obligations under this Agreement. Any such use shall be in accordance with the guidelines established by the licensing party, as may be in effect from time to time. The Company will use its best efforts to gain approval from Kind Destination Sponsor on all uses of Kind Destination Sponsor’s brand and logo for activations under this Agreement. Page 92 of 103 3 4. SPONSORSHIP FEES. Kind Destination Sponsor shall pay the Company a Year 1 sponsorship fee of $17,500 (a discount from $50,000 in lieu of the Visit California Co-Op Program Opportunity), with a 1x only option to commit for Year 2 with a 15% discount, making Year 2 a total of $12,495. Year 2 payment would begin at the start of Year 2, 12 months after the start date of Year 1. 5. TERM. The term of this Agreement (Year 1) shall become effective on the Effective Date (the “Term”). This Agreement shall be effective upon signature by both parties. If the parties sign on different dates, the Agreement will become effective on the latest date on which one of the parties signed (“Effective Date”). Notwithstanding the foregoing, either party may terminate this Agreement at any time after thirty days written notice to the other party of such other party's breach of any of its obligations under this Agreement in any material respect, which breach has not been remedied within such thirty-day period. In the event Kind Destination Sponsor terminates this Agreement in accordance with the preceding sentence, Kind Destination Sponsor shall have no obligations to make any further payment of sponsorship fees. 6. GENERAL PROVISIONS. 6.1 ENTIRE AGREEMENT. This Agreement represents the entire agreement between the parties with respect to Kind Destination Sponsor’s sponsorship of the Company. 6.2 AMENDMENT AND WAIVER. No amendment to, or waiver of, any provision of this Agreement shall be effective unless in writing and signed by both parties. 6.3 GOVERNING LAW. This Agreement shall be governed by and interpreted in accordance with the laws of the State of California without regard to the conflicts of laws principles thereof. 6.4 SUCCESSORS AND ASSIGNS. Neither party shall assign its rights or obligations under this Agreement without the prior written consent of the other party, except in connection with the merger, sale of substantially all of its assets or other form of substantial transfer of the business. 6.5 REGULATED ENTITY. The Company understands that Kind Destination Sponsor and its affiliates are regulated entities. Nothing in this Agreement shall require Kind Destination Sponsor to take any action which in any way violates applicable laws or regulations in sole the opinion of Kind Destination Sponsor or its counsel. 6.6 ARBITRATION. Any dispute between the parties arising out of or in connection with this Agreement shall be referred for settlement to arbitration in Los Angeles, California, in accordance with the Commercial Rules of the American Arbitration Association. The award shall be final and binding upon the parties and judgment of such award may be entered in any court or tribunal having jurisdiction. Required Activations to Support the Kind Destination Sponsorship: • Share the press release & impact report of the partnership to your media database (note, we can decide if you’d prefer to send the press release to launch the partnership and then again 12 months Page 93 of 103 4 later to celebrate the impact report). • Share the press release & impact report in the form of a blog post on the destination website • Announce the partnership across social media channels and destination newsletter • Provide an opportunity for Kind Traveler to submit blog stories promoting sustainable tourism efforts in your destination • Consider including an announcement of the program in the destination’s annual visitor guide • Communicate on your website the details of the Kind Traveler partnership • Share a screenshot of annual donation to ECO SLO and any additional documents for third-party verification of annual donation commitment by Kind Traveler 7.0 Not an Agent: Nothing contained in this Agreement shall be deemed, construed or represented by Company or Kind Destination Sponsor or by any third person to create the relationship of principal and agent. Company shall have no authority, express or implied, to act on behalf of Kind Destination Sponsor in any capacity whatsoever as an agent, nor shall Company have any authority, express or implied, to bind Kind Destination Sponsor to any obligation whatsoever. 8.0 Indemnification: Company shall defend, indemnify and hold harmless Kind Destination Sponsor, its officers, officials, agents, employees and volunteers from and against any and all claims, demands, actions, losses, damage, injuries, and liability, direct or indirect, (including any and all costs and expenses, including attorney’s fees, in connection therewith), arising out of the performance of this agreement, except for any such claim arising out of the sole negligence or sole willful misconduct of the Kind Destination Sponsor, its officers, agents, employees or volunteers. This indemnity provision shall survive expiration or sooner termination of this Agreement. Schedule A: Activations by Company on behalf of Kind Destination Sponsor: YEAR 1 PROPOSAL: Deliverables: · Destination Landing Page that communicates community impact program · Destination annual impact report/3rd-party validation · Press release and media pitching · Blog story on Kind Traveler blogzine · Announcement in KT’s newsletters + social media · Annual donation tracking and verification · QR code linked to custom microsite · Artisanal hand-made wood plaque for all SLO hotels (42) and SLO City Visitor Center (1), total (43) · Access to customized editorial collaborations and influencer trips (price varies, depending on execution)* · Win This email acquisition campaign ($4K value) resulting in approximately 10K opt in subscribers to your list for retargeting · Rate: $17,500K (reduced from $50K with Visit CA Co-Op) *INFLUENCERS: Kind Traveler will send a request to our ambassador/influencer community for coverage of your program with Kind Traveler. The City of SLO to cover the lodging & activities portion and a $300 to $500 stipend per confirmed influencer to help cover related travel expenses. As an added value to you, Kind Traveler will not charge any additional fees for outreach to our community and would request that the City of SLO assist Kind Traveler in coordinating any associated volunteer/tree-planting experiences associated with the influencer trips. Page 94 of 103 5 AGREEMENT OPTIONS: (Please Select) 1st Year: $17,500K (reduced from $30K in lieu of the Visit California Co-Op Program Opportunity) 2nd Year (optional): As a 1x offer available only at signing, opt-in for year two at a 15% discounted rate of $12,595 KIND DESTINATION SPONSORSHIP AGREEMENT | SIGNATURE PAGE 1 Kind Destination Sponsor: City of San Luis Obispo Date of Agreement: June 9, 2023 Contact Person: Molly Cano Title: Tourism Manager Contact Phone: 805.781.7165 Contact Email: mcano@slocity.org Authorizing Contact Name: Kind Traveler Representative/Point of Contact: Jessica Blotter, CEO & Co-Founder Kind Traveler Representative Contact: jblotter@kindtraveler.com Kind Traveler Representative Phone: m. 619.519.2437 AUTHORIZATION I have seen, read, and understand the terms and conditions of this agreement and agree to be bound by same. Molly Cano, Tourism Manager _____________________________________________ ________________ Signed Date Jessica Blotter, CEO & Co-Founder of Kind Traveler, PBC. Page 95 of 103 6 _____________________________________________ __________________ Signature Date Page 96 of 103 7 EXHIBIT B Collaboration Guiding Principles As collaborators we agree to recognize the following guiding principles to maintain this relationship and to interpret this Agreement: TRANSPARENCY We’re committed to transparency. We will adopt the principles of openness and transparency in all aspects of operation and communication with each other. WELLBEING We promote wellbeing and mindful, healthy lifestyles. We believe the kinder you can be to yourself, the better you will be. We encourage each other to provide activities that support overall wellness, including conscious and plant-based food choices and fitness. KINDNESS We believe in promoting kindness to all living beings, regardless of species type. ENVIRONMENTAL STEWARDSHIP We practice and advance choices that support clean air, clean water, resource conservation, and a reduced carbon footprint. We highlight and engage those taking on sustainable standards in travel. HEALTHY LOCAL & GLOBAL COMMUNITIES We serve and support local and global communities through our giving platform. Our Give + Get model inspires and rewards giving back to our network of charities. 100% of public donations benefit community and environmental needs. Charities receive 100% of donations made on the Kind Traveler platform. HUMANE CHOICES We practice, advance and educate choices that support the humane treatment of animals. We do not believe in animals being used for entertainment or testing. We promote cruelty-free and ethical products, services and lifestyles. ECONOMIC GROWTH We’re committed to proliferating the growth of the travel and tourism sector. We recognize that our property partners are often a cornerstone of their communities—driving tourism, job creation, and prosperity. WIN-WIN PARTNERSHIPS We create ongoing win-win relationships with our travel and nonprofit participants. We believe in fairness, innovation and honest communications. SMART GIVING We guide intelligent giving decisions by advancing transparency of top performing charities. Our featured charities have low administration to program ratios, spending 75% or more on programs. HUMAN RIGHTS Page 97 of 103 8 We respect and advance diversity and universal human rights. We denounce prejudice and inspire dignity. EDUCATION Through education of today’s most pivotal societal and environmental concerns, we seek to inspire conscious decision-making that keeps the greater good in mind. Page 98 of 103 1 Promotional Coordinating Committee Minutes June 14, 2023, 5:30 p.m. Council Hearing Room, 990 Palm Street, San Luis Obispo Promotional Coordinating Committee Present: Committee Member Clint Pearce, Committee Member John Thomas, Committee Member Anni Wang, Vice Chair Lori Lerian, Chair Samantha Welch Promotional Coordinating Committee Absent: Committee Member Maureen Forsberg, and Committee Member Robin Wolf City Staff Present: Tourism Manager Molly Cano, Tourism Analyst Jacqui Clark- Charlesworth, City Clerk Teresa Purrington _____________________________________________________________________ 1. CALL TO ORDER A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on June 14, 2023 at 5:30 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: None --End of Public Comment-- 3. CONSENT Motion By Vice Chair Lerian Second By Committee Member Thomas To approve Consent Items 3a through 3f. Ayes (5): Committee Member Pearce, Committee Member Thomas, Committee Member Wang, Vice Chair Lerian, and Chair Welch Absent (2): Committee Member Forsberg and Committee Member Wolf CARRIED (5 to 0) Page 99 of 103 2 3.a MINUTES OF THE REGULAR MEETING ON MAY 10, 2023 3.b 2022-23 COMMUNITY PROMOTION BUDGET REPORT 3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORTS 3.d SLO CHAMBER VISITOR CENTER REPORTS 3.e SLO CHAMBER GIA SUPPORT REPORTS 3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT 4. PRESENTATIONS 4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE Hollie West, SLO Chamber presented the Public Relations monthly activity update for April and May. ACTION: No action was taken on this item. 5. BUSINESS ITEMS 5.a SUPPORT LOCAL VIDEO PROJECT PROPOSAL Ashley Scarcella, Verdin Marketing, provided a presentation on the comprehensive neighborhood video. Public Comment None --End Public Comment— The committee discussed their interest in multiple voices represented across the different neighborhoods rather than a singular voice as previously discussed. Motion By Vice Chair Lerian Second By Committee Member Pearce To approve the proposal for the comprehensive neighborhood video proposal in the amount of $11,000. Ayes (5): Committee Member Pearce, Committee Member Thomas, Committee Member Wang, Vice Chair Lerian, and Chair Welch Absent (2): Committee Member Forsberg and Committee Member Wolf CARRIED (5 to 0) Page 100 of 103 3 5.b FY 22-23 COMMUNITY PROMOTIONS BUDGET STATUS Tourism Manager Molly Cano provided the Committee with the status of the 22-23 budget. Public Comment None --End Public Comment-- Motion By Committee Member Wang Second By Vice Chair Lerian To prepay the media monitoring contract in the amount of $3,700. Ayes (5): Committee Member Pearce, Committee Member Thomas, Committee Member Wang, Vice Chair Lerian, and Chair Welch Absent (2): Committee Member Forsberg and Committee Member Wolf CARRIED (5 to 0) 5.c FY 23-24 COMMUNITY PROMOTIONS PROGRAM BUDGET The Committee discussed the budget allocations for FY 23-24. Public Comment None --End Public Comment-- Motion By Committee Member Thomas Second By Committee Member Pearce To approve the budget for FY 23-24 Community Promotions Program budget. Ayes (5): Committee Member Pearce, Committee Member Thomas, Committee Member Wang, Vice Chair Lerian, and Chair Welch Absent (2): Committee Member Forsberg and Committee Member Wolf CARRIED (5 to 0) Page 101 of 103 4 5.d PCC CONTRACT APPROVALS Public Comment None --End Public Comment-- Motion By Vice Chair Lerian Second By Committee Member Wang To approve the contracts for SLO Chamber Visitors Services, SLO Chamber Public Relations, and SLO Chamber Grant Promotion Support. Ayes (5): Committee Member Pearce, Committee Member Thomas, Committee Member Wang, Vice Chair Lerian, and Chair Welch Absent (2): Committee Member Forsberg and Committee Member Wolf CARRIED (5 to 0) 6. PCC LIAISON REPORTS AND COMMUNICATION 6.a GIA LIAISON REPORT – Liaison Assignments No reports. 6.b COMMITTEE OUTREACH UPDATE – Committee Report Committee Member Thomas attended the first Monday Meet-up and expressed interest at having PCC’s neighborhood maps represented at future events. 6.c TBID BOARD REPORT – TBID Meeting Minutes of May 10, 2023 The meeting on June 14 was canceled due to a lack of a quorum. Committee Member Pearce provided an update on items the TBID has been working on including their budget and VisitSLO.com redesign. 6.d TOURISM PROGRAM UPDATE – Staff Report Tourism Manager Molly Cano provided an update on the Tourism Program. 7. ADJOURNMENT The meeting was adjourned at 6:22 p.m. 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. Page 102 of 103 5 APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2023 Page 103 of 103