HomeMy WebLinkAboutItem 6g. Adopt FY 2023-24 Community Promotions Programs for TBID and PCC Item 6g
Department: Administration
Cost Center: 1006 and 1007
For Agenda of: 7/11/2023
Placement: Consent
Estimated Time: N/A
FROM: Greg Hermann, Deputy City Manager
Prepared By: Molly Cano, Tourism Manager
SUBJECT: ADOPTION OF FY 2023-24 COMMUNITY PROMOTION PROGRAMS
FOR TOURISM BUSINESS IMPROVEMENT DISTRICT (TBID) AND
PROMOTIONAL COORDINATING COMMITTEE (PCC)
RECOMMENDATION
As recommended by the Tourism Business Improvement District (TBID) Board and the
Promotional Coordinating Committee (PCC):
1. Authorize the City Manager to enter into program expenditures and various
contracts for the TBID not to exceed the FY 2023-24 revenue of $1,852,700
(excludes staffing costs), based on the recommendations by the TBID Board and
the adopted TBID Fund revenue projections as part of the 2023-25 Financial Plan;
including
a. Approval of the funding of year two of the contract extension with Noble
Studios for marketing services in the amount of $1,000,000; and
b. Funding of the final year extension of the contract with Badger Branding for
content marketing services in the amount of $87,800; and
2. Authorize the City Manager to make expenditures utilizing the TBID Fund’s
available un-assigned fund balance during FY 2023-24 based on the most recent
audited financials and at the recommendations by the TBID Board; and
3. Authorize the City Manager to use the TBID Fund Reserve of $100,000 for tourism
marketing expenditures in FY 2023-24 in accordance with the TBID reserve policy;
and
4. Authorize the City Manager to enter into various contracts and program
expenditures for Community Promotions not to exceed the FY 2023-24 program
budget of $367,000 (excludes staffing costs) based on the recommendations by
the PCC.
POLICY CONTEXT
As referenced in the City’s Municipal Code, Section 12.42.030 (Authorized Use), TBID
revenue is used for the promotion of tourism.1
1 12.42.030 – Authorized Use: A. The general promotion of tourism within the district is to include costs as
specified in the business plan to be adopted annually by the city council.
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REPORT-IN-BRIEF
The City’s Community Promotions program is comprised of the Tourism Business
Improvement District (TBID) and the Promotional Coordinating Committee (PCC). While
these advisory bodies have separate program functions and budgets - together they both
work to promote San Luis Obispo locally, regionally, nationally, and internationally.
Tourism Business Improvement District
After thorough review and consideration, the TBID Board has identified program priorities
and budget allocations for the focus of the TBID marketing efforts in FY 2023-24. The list
below includes the most notable allocations; however, the complete list of budget
allocations is outlined on Attachment A. (Attachment A – TBID FY 2023-24 Line-Item
Budget)
1. Tourism Marketing Services with Noble Studios: $1,000,000
The TBID will maintain their largest budget allocation (approximately 47%) towards
the marketing service agreement with the contracted agency-of-record, Noble
Studios. This year will be the second year of the final contract extension.
2. Content Marketing Services with Badger Branding: $87,800
To efficiently manage the organic content channels through various social media
networks, the TBID will continue to retain the local content marketing provider Badger
Branding for the strategy, execution, and management. This is the final year of the
contract extension with this vendor.
3. SLO Chamber of Commerce Contract Services: $105,688
Fiscal year 2023-24 is the first year of two-year agreements with the San Luis Obispo
Chamber of Commerce for the shared services in partnership with the PCC for Visitor
Services ($51,975) and Public Relations Services ($50,000 plus $3,713 for hard costs
related to media monitoring service).
4. Cal Poly Athletics Partnership: $65,000
FY 2023-24 is the first year of a two-year partnership agreement with Cal Poly
Athletics to promote collaboration between local hotels and the lodging needs of Cal
Poly athletic program.
5. Sustainability Initiative: $21,408
The TBID will continue to allocate 1% of TBID revenue in FY 2023-24 to Keys for
Trees, a sustainability initiative in partnership with EcoSLO aimed at offsetting the
carbon impact of visitors in the community.
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6. Membership in Industry Associations & Promotional Cooperative Marketing
Programs: $90,500
The TBID will invest collectively approximately $40,500 in FY 2023-24 to maintain
membership in organizations including Central Coast Tourism Council, California
Travel Association, California Hotel and Lodging Association and SL O Coast Wine
Collective. In addition, the TBID has earmarked $45,000 for cooperative marketing
opportunities with these organizations and others.
7. Events and Promotions: $165,000
The TBID has earmarked up to $100,000 for general event promotion and
sponsorships, plus an additional $40,000 for event activations and collateral, and
$25,000 for seasonal promotions like the Midweekend.
8. Research and Program Development: $160,000
In FY 23-24 the TBID plans to invest up to $160,000 in funding for various program
development and research initiatives including funding for a Sales/Meetings
consultant & strategy development project, the update the 5-year Tourism Strategic
Plan Update consultant, and funding for updated Brand Sentiment research in
preparation for the Marketing Services request for proposal.
9. Resource Contingency Fund: $38,302
The TBID has allocated approximately $38,000 in other contract services for a
resource contingency to be used to support the growing p rogram need for resources
to complete the work programs.
10. Program Contingency Fund: $29,000
The TBID has allocated an operating program contingency fund of $2 9,000 for the
funding of opportunity projects that may arise including other marketing expenses.
Promotional Coordinating Committee
As stated in the PCC Advisory Body Bylaws,
“The purpose of the PCC is to advise the Council in working to improve the
quality of life for all City residents and our visitors. The Committee
recommends projects to help promote the City as a regional trade,
recreation, and tourist center, consistent w ith community goals.”
The PCC has identified the allocations within in its program budget to support this purpose
and to advance community promotions. The following program priorities and budget
allocations are the focus of the community promotions efforts in FY 2023-24. The list
below includes the most notable allocations; however, the complete list of budget
allocations is outlined on Attachment B.
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Item 6g
1. Cultural Grants In Aid (GIA)/ Cultural Arts and Community Promotion (CACP)
program: $100,000
In FY 2023-24 the Cultural GIA program will evolve into the Cultural Arts and
Community Promotion (CACP) grant program, which will culminate in a new annual
competitive grant process for FY24-25. The PCC will maintain the historical allocation
of $100,000 from the FY23-24 Community Promotions program budget for the entirety
of the grant program. After the awarding the GIA grants for events occurring July 1 –
December 31, 2023, the remaining funds from the total grant allocation will then be
available for CACP for events occurring January 1 – June 30, 2024.
2. SLO Chamber of Commerce Contract Services: $208,757
FY 2023-24 is the first year of two-year agreements with the San Luis Obispo
Chamber of Commerce for the shared services in partnership with the TBID for Visitor
Services ($121,257) and Public Relations Services ($50,000) through contracted work
efforts. In addition, the PCC will maintain a new two-year agreement for Grant
Promotional Support ($30,000), and the funding for the production & distribution of the
printed maps ($7,500).
3. Community Placemaking & Recovery Projects: $53,243
The PCC has earmarked $53,243 in funds available for the development of new
projects to enhance the quality of life in San Luis Obispo thro ugh strategic
placemaking or recovery investments in alignment with the adopted 2023-25 Major
City Goal work efforts and other projects to support community promotion. The funding
will be available for projects deemed important by the PCC to advance the go als of
the committee.
DISCUSSION
Background
With the adoption of the 2023-25 Financial Plan, the City Council approved the program
budget and defined the work program for the Community Promotions program and the
TBID. Both programs are overseen and administered by advisory bodies to the City
Council. The PCC makes recommendations regarding the use of Community Promotions
funding and the TBID Board recommends the use of the TBID assessment.
In the development of the program expenditures budgets for the F inancial Plan
Supplement, both advisory bodies established recommendations for use of funding in FY
2023-24 with respective contract considerations.
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Item 6g
Tourism Business Improvement District (TBID)
The TBID began the program development and budget allocation process in March 2023
by discussing the goals, priorities, and direction for the FY 2023-24 TBID program. They
also completed contractor evaluations to aid in the considerations to the pending contract
extensions. During this process, the TBID Board communicated the importance of
continuing to align the budget direction, program priorities and funding commitments with
the implementation of the imperatives outlined in the 2019-2024 TBID Strategic Plan, as
well as the 2-year TBID Strategic Marketing & Business Plan.
The TBID strategic initiatives are to:
1. Elevate the SLO Brand and Experience
2. Deliver Smart Growth
3. Build Meaningful Partnerships
4. Ensure Organizational Excellence
5. Foster Destination Resilience
Marketing Services + Partnership Contracts
On May 10, 2023 at the regular TBID Board meeting, the TBID received pr oposal
presentations from the following organizations on the continuation of services and
agreement renewals resulting in the following recommendations outlined below.
(Attachment C – May 10, 2023 TBID Minutes)
Noble Studios & DCI
Fiscal year 2023-24 will commence the fourth year and final year of the agreement with
Noble Studios for marketing services, as a result of a successful RFP process in the
Spring of 2020. That RFP stipulated that the City, based on the recommendation of the
TBID Board, reserves the right to renew the agreement for total of four fiscal years,
providing funding to do so is appropriated for this purpose in subsequent budgets. After
a thorough evaluation and annual planning process, during the June 28, 2023, meeting
the TBID Board approved the scope of work for the final year of the Service Agreement
with Noble Studios for the final two-year term and the allocation of funding of $1,000,000
for FY 2023-24 to account for an increase in the cost of services with Noble Studios as
well as increased work program needs. The work agreement with Noble Studios also
includes the subcontractor partnership with DCI, a national public relations firm.
(Attachment D - Noble Studios Proposal)
Badger Branding
Following a successful RFP process by the TBID, in the fall of 2021 the City contracted
with Badger Branding for Content Marketing Services related to the management and
curation of the social media channels for the TBID (aka ShareSLO). The services
provided by this contractor include the development and implementation of a Social Media
Marketing Strategy, Online Community Engagement, Content Creation and Procurement,
and Analysis and Reporting.
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The initial contract between the City and the Badger Branding began in September 2021
and stated that the City - based on the recommendation of the TBID Board - reserves the
right to renew the agreement twice for total of three fiscal years. After a thorough
evaluation the TBID Board has recommended the final renewal of the agreement with
Badger Branding for FY 2023-24. The TBID Board has recommended allocating the
funding commitment of $87,800 to Badger Branding for FY 2023-24. (Attachment E -
Badger Branding Proposal)
SLO Chamber of Commerce
FY 23-24 will commence new 2-year agreements with the San Luis Obispo Chamber for
Commerce for various contract partnerships including Public Relations and Visitor
Services. The TBID has a long partnership with the San Luis Obispo Chamber for
Commerce for these work programs, and the Chamber is uniquely suited to perform this
work on behalf to the City and TBID. After receiving the proposals from the Chamber for
these services, as well as collaboration with the PCC on cost-sharing, the TBID Board
recommends the approval of the new 2-year agreements with the SLO Chamber for
Public Relations and Visitor Services. In FY 2023-24 both the Public Relations and Visitor
Services agreements will be shared with the PCC. The TBID Board recommends full
funding of the contracts, including: (Attachment F - SLO Chamber TBID Proposal)
1. The first year of the Public Relations contract in the TBID amount of $50,000; and
2. The first year of the Visitor Services agreement in the amount of $51,975 which
includes the continuation of the phone & availability service and the special
promotions support service; and
3. The media monitoring service expenditure of $3,527 to support a joint service with
the PCC to monitor media pick-up and story production.
Cal Poly Athletics
Since FY 2011, the TBID has grown a partnership with Cal Poly Athletics (Mustang Sports
Properties) for the promotion of San Luis Obispo lodging properties in conjunction with
Cal Poly athletic related activities. The TBID Board has recommended the continu ation
of this partnership for a new 2-year term starting in FY 2023-24 in the amount of $65,000
annually. While the commitment of these funds will garner direct marketing benefit for the
TBID overall, the actual funds are used by Cal Poly Athletics to hous e visiting teams,
officials and VIPs in SLO TBID lodging properties. (Attachment G - Cal Poly Athletics
Proposal)
Research & Program Development
In FY 2023-24 the TBID will be making a significant investment in Research and
Development to advance of the initiatives outlined in the revised strategic plan and the
TBID strategic marketing and business plan for projects like the development of a TBID
Sales Strategy, the updated to the TBID strategic plan, and research on brand sentiment
that will inform the marketing services RFP that will take place in the fiscal year. These
programs will be developed and implemented throughout the year.
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Item 6g
Industry Associations & Programs
The Board also considered membership and programs with the following industry
associations within California:
1. Central Coast Tourism Council (CCTC): The Board recommends maintaining
membership with the CCTC in the amount up to $1,000.
2. California Travel Association (CalTravel): The Board recommends membership
with the CalTravel organization in the amount up to $1,000.
3. SLO Coast Wine Collective: The Board recommends membership with the SLO
Coast Wine Collective in the amount up to $5,000.
4. California Hotel and Lodging Association (CHLA): The Board recommends the
investment in the TBID constituent membership in the amount of $30,000.
In addition, the TBID will be partnering for the third year with the Office of Sustainability
and Natural Resources and EcoSLO on the continuation of the Keys For Trees initiative
aimed at offsetting the carbon impact of visitors in San Luis Obispo. The TBID has
allocated 1% of the 2023-24 projected revenue, approximately $21,000 to this program.
The remaining TBID program funds are allocated to program expenses including
cooperative marketing opportunities with organizations like Visit SLO CAL or Central
Coast Tourism Council (CCTC), attendance at industry conferences and additional
partnerships and event sponsorships, investment in the Smith Travel Reports and other
organizational services, and marketing and promotional initiatives.
These expenditures and contract commitments have been reviewed and approved by the
TBID Board and the final complete line-item budget allocations were approved by TBID
Board for recommendation to City Council at the TBID Board meeting June 28, 2023.
(Attachment H – June 28, 2023 DRAFT TBID Minutes)
Promotional Coordinating Committee (PCC)
The purpose of the PCC is to enhance the quality of life for residents of San Luis Obispo
and to enhance the experience for visitors to San Luis Obispo. This mission was the
guiding force behind the budget consideration for the PCC. During the June 14, 2023,
meeting, the PCC finalized the 2023-24 partnership commitments and budget allocations
including the continuation of Visitor Services and Public Relations efforts, strategic
initiative investment for community placemaking and recovery efforts, and the fu nding of
the Promotional Grant program of Cultural GIA and CACP (Attachment I – June 14, 2023
DRAFT PCC Minutes)
PCC Program Commitments
SLO Chamber of Commerce
As stated above, FY 2023-24 will commence new 2-year agreements with the San Luis
Obispo Chamber for Commerce for various contract partnerships including Public
Relations, Visitor Services and Grant Promotional Support. The City through the PCC,
continues to partner with the San Luis Obispo Chamber for Commerce for the
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continuation of various services like the production of the printed maps that are resources
for visitors and residents. The City has a long partnership with the San Luis Obispo
Chamber for Commerce for these work programs, and the Chamber is uniquely suited to
perform this work on behalf to the City through the PCC. After receiving the proposals
from the Chamber for these services, as well as collaboration with the TBID on cost -
sharing, the PCC recommends the approval of the new 2-year agreements with the SLO
Chamber for Public Relations and Visitor Services, plus the PCC funded Grant
Promotional Support agreement. The PCC recommends full funding of the contracts,
including: (Attachment J - SLO Chamber PCC Proposal)
1. The first year of the Public Relations contract in the PCC amount of $50,000; and
2. The first year of the Visitor Services agreement in the PCC amount of $121,257;
and
3. The first year of the Grant Promotional Support agreement in the amount of
$30,000 for the support of Cultural GIA and CACP grant awardees with
promotional services; and
4. The funding up to $7,500 for printing of map and materials like the downtown tear-
off map and neighborhood maps.
Cultural Grants in Aid (GIA)/ Cultural Arts and Community Promotion (CACP)
The PCC has been offering Cultural GIA funding for decades. Local non-profit
organizations utilize the funding to provide cultural, recreational, or social activities in our
community. Since FY 2020-21 in response to the pandemic, the PCC modified the
standard GIA program to respond to the needs of the non-profit community, event
organizers, participants, and leaders. While the modified program was created during that
time to provide more frequent application periods due to the frequently changing nature
of the rules and regulations supporting ga therings and the fixed grant amounts provided
a known funding level for successful applicants, now that events have returned to the
community the modified program is no longer efficient or as effective for staff, the
committee, and the applicants. Addition ally, at the request of City Council, the program
name will be changed to better reflect the objective of the program.
In FY 2023-24, the Cultural GIA (GIA) program will evolve into the Cultural Arts and
Community Promotion (CACP) grant program. This transition will occur in phases over
FY23-24, culminating with an annual competitive grant process for FY 2024-25.
While the new CACP grant program is very similar to Cultural GIA and maintains the
same purpose (to support the promotion of events in San Luis Obispo), there are some
slight changes to the program specifications. The key change to note is that the CACP
grants will be a competitive application for funding as opposed to a fixed amount.
Unlike in GIA, in CACP the PCC will allow for multiple organizations to apply under a
single non-profit fiscal sponsor. It was important to the PCC that from a timing perspective
this program change did not negatively impact events and organizations that have
historically received GIA funding. With that in mind, they planned for a phased application
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process that will extend the existing Cultural GIA fixed $4,000 grant funding for events
that occur from July 1 – December 31, 2023, and then move to the new CACP application
for events that occur from January 1 – June 30, 2024, beginning in July 2023.
The PCC plans to maintain the historical allocation of $100,000 from the FY 2023-24
Community Promotions program budget for these grant programs so the remaining funds
from the GIA allocation for events occurring Ju ly 1 – December 31, 2023, will then be
available for CACP for events occurring January 1 – June 30, 2024. During the July 2023
PCC meeting the final GIA grants will be awarded in a Public Hearing, and the CACP
grants will also be awarded in a Public Hearin g of the PCC in October 2023. All grant
agreements and expenditures are within the PCC program budget, so as outlined in the
recommendation the City Manager will be authorized to approve the agreements and
expenditures.
The remaining Community Promotions program funds are allocated to program expenses
including attendance at industry conferences, additional partnerships, and marketing and
promotional initiatives.
Previous Council or Advisory Body Action
The following advisory body actions were taken to support these recommendations:
1. PCC approval of the line-item budget and contract commitments on June 14, 2023,
for recommendation to City Council.
2. TBID approval of contract allocations and line-item budget allocations was
approved on June 28, 2023 for recommendation to City Council.
Public Engagement
All TBID and PCC meetings were noticed in accordance with Brown Act standards. The
public will also have the opportunity to provide public comment before o r during the July
11, 2023 City Council meeting.
ENVIRONMENTAL REVIEW
The California Environmental Quality Act (CEQA) does not apply to the recommended
action in this report, because the action does not constitute a “project” under CEQA
Guidelines sec. 15378.
FISCAL IMPACT
Budgeted: Yes Budget Year: 2023-24
Funding Identified: Yes
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Item 6g
Funding Sources
Total
Budget
Available
Current
Funding
Request
Remaining
Balance
Annual
Ongoing
Cost
General Fund
(Administration-
Community Promotion
budget)
$ 411,735 $ 411,735 $0 $0
State
Federal
Fees
Other: TBID budget $2,140,800 $2,140,800 $0 $0
Other: TBID Fund
Reserve
$100,000 $100,000
Total $2,652,535 $2,652,535 $0 $0
The comprehensive list of line-item allocations for the PCC and TBID programs can be
reviewed within attachments A and B, respectively.
Fiscal Analysis:
On page 77 of the adopted 2023-25 Financial Plan, the projected Transient Occupancy
Tax (TOT) in FY 23-24 is $10,704,000. The TBID revenue is based upon 20% of the TOT,
making the FY 2023-24 TBID revenue budget projected at $2,140,800. Staff recommends
that the Council provide authority to the City Manager to execute agreements and make
expenditures up to the full amount of the adopted TBID budget for as outlined in this report
and at the recommendation of the TBID Board. It is the fiscal responsibility of the TBID to
utilize the maximum amount of revenue each year to further the marketing reach through
the district’s promotional efforts. In the event that TBID revenues do not reach budget
projections, staff recommends that the Council authorize the City Manager to utilize funds
in the TBID Fund Reserve to offset those revenues.
The total FY 2023-24 program budget for Community Promotions (PCC) is $411,705, as
can be referenced on page 134 of the City’s adopted 23-25 Financial Plan.
ALTERNATIVES
The Council could choose to fund the contracts or program allocations at different
levels or modify the scope of services. The advisory bodies and staff do not
recommend adjustments, as the proposed expenditures are the re sult of careful review,
discussion, and negotiations between the parties.
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ATTACHMENTS
A - TBID FY 2023-24 Line-Item Budget
B - PCC FY 2023-24 Line-Item Budget
C - May 10, 2023 TBID Minutes
D - Noble Studios Proposal
E - Badger Branding Proposal
F – SLO Chamber TBID Proposal
G – Cal Poly Athletics Proposal
H – June 28, 2023 DRAFT TBID Minutes
I – June 14, 2023 DRAFT PCC Minutes
J – SLO Chamber PCC Proposal
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TBID Budget 2023-24 -- DRAFT
Income Source 2023-24 2024-25
TOT Revenue Assumption (City)10,704,000$ $ 10,918,080
TBID Assessment (20% of TOT Revenue)2,140,800$ 2,183,616$
Carryover/Available Fund Balance Transfer
TBID Program Budget 2,140,800$ 2,183,616$
Fund Reserve
Difference 413,600$
Expenditure FY 23-24 % of Budget $$ Difference Notes
Operations/Staffing
Administration Overhead (2% of TBID Assessment)42,816$ 2.0%8,272$
Staffing (FTE & .75 FTE)276,698$ 12.9%68,107$
Staffing Contingency 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 1,000,000$ 46.7%99,400$ Final year extension
Chamber of Commerce - PR 50,000$ 2.3%5,000$ 2-year agreement; 50/50 spilt with PCC
Chamber of Commerce - Guest Services 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 3,713$ 0.2%186$ 2-year agreement; 50/50 spilt with PCC
Co-op Marketing Program Funding 45,000$ 2.1%15,000$
Additional funding for new and expanded
opportunities
Content Marketing Services - Badger Branding 87,800$ 4.1%(40,400)$
Final year extension; funding decrease due to the
removal of content creator funding
Partnerships
Cal Poly Athletics 65,000$ 3.0%3,000$ 2-year agreement
EcoSLO - Sustainability Initiative 21,408$ 1.0%4,136$
Continuation of Keys for Trees program; 1% of
projected TBID revenue
SLO Coast Wine Collective Membership 5,000$ 0.2%-$ 1-year partnership agreement
Events & Promotions
General Events Promotion 100,000$ 4.7%70,000$
Increase in event funding; actual funding in FY23 was
$80k on events
Event Activation + Collateral 40,000$ 1.9%-$
Approved for staff use on purchase of swag; banner
printing; and event activation expenses
Seasonal Promotion 25,000$ 1.2%-$ Intended for Midweekend or similar promotion
Tradeshows
Tradeshows 25,000$ 1.2%10,000$
For TBID participation in IPW, Visit SLO CAL missions
and other tradeshow opportunities
Tourism Conferences 8,000$ 0.4%-$
For staff attendance at industry conferences like
Outlook Forum, CCTC fall + spring retreats, etc.
Tourism Organizations
CCTC Dues 1,000$ 0.0%-$ Membership fee for regional organization
Smith Travel Report 3,500$ 0.2%-$ Cost of report agreement
CalTravel Membership 1,000$ 0.0%-$ Membership fee for statewide organization
California Hotel & Lodging Association 30,000$ 1.4%1,430$
Earmarked funds for CHLA membership; final amount
TBD
Research + Program
Research + Program Development 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 7,500$ 0.4%2,500$ Miscellaneous staff expenses
FAM Trip Hosting 8,000$ 0.4%3,000$
Increase based on other contract changes related to
FAMs
Services/Online Tools/Fulfillment (Dropbox, Crowdriff,
Survey Monkey)15,000$ 0.7%3,500$ Increase based on incremental service cost increases
Contingency
Contingency Fund 29,000$ 1.4%9,000$
To be allocated by TBID Board as needs and
opportunities arise
Total Committed 2,140,712$
Funds Remaining 89$
Total 2,140,800$
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Budget 2023-25 FY 24 Projected Updated: 6/14/23
Budget 411,735$
Carryover
Total Budget 411,735$
Expenditure
2023-24 Notes
Expenditure
Grant Funding 100,000$ Funding available for GIA/CACP
Grant Promotional Contract 30,000$
Grant Support agreement w SLO
Chamber; 2-year agreement
Community Placemaking & Recovery Projects 53,243$
Available for projects deemed
important by the PCC to advance
the goals of the committee
Visitor Center & Guest Services 121,257$
Agreement w SLO Chamber;
Shared commitment w TBID -
70/30 spilt PCC/TBID; 2-year
agreement
PR Contract 50,000$
Agreement w SLO Chamber;
Shared commitment w TBID -
50/50 spilt PCC/TBID; 2-year
agreement
Media Monitoring Service -$
Agreement w SLO Chamber;
Shared commitment w TBID -
50/50 spilt PCC/TBID; 2-year
agreement; year 1 amount funded
in FY23
Downtown Maps 7,500$
Agreement w SLO Chamber; 2-
year agreement; Maps to be
printed TBD
Support Cost 5,000$
Staff expenses: meetings,
materials, conferences/travel etc.
Administration 44,735$ Staff salary
Total Committed 411,735$
Community Promotions Budget Worksheet
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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)
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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 240 of 465
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 241 of 465
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 242 of 465
Proposed Marketing
Contract Budget
Allocation
FY23-24
May 10, 2023 | SLO TBID Board Meeting Page 243 of 465
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 244 of 465
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 245 of 465
FY23-24
Retainer Services
Page 246 of 465
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 247 of 465
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 248 of 465
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 249 of 465
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 250 of 465
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 251 of 465
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 252 of 465
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 253 of 465
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 254 of 465
FY23-24
Opportunities
Page 255 of 465
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 256 of 465
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 257 of 465
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 258 of 465
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 259 of 465
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 260 of 465
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 261 of 465
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 262 of 465
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 263 of 465
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 264 of 465
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 265 of 465
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 266 of 465
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 267 of 465
Page 268 of 465
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 269 of 465
• 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 270 of 465
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 271 of 465
May 2023
2
Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
Proposals 5
Summary 11
Page 272 of 465
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 273 of 465
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 274 of 465
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.
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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 276 of 465
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 277 of 465
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 278 of 465
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 279 of 465
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 280 of 465
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 281 of 465
Page 282 of 465
City of Slo recap 21-22Page 283 of 465
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 284 of 465
BRAND AWARENESS Page 285 of 465
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 286 of 465
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 287 of 465
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 288 of 465
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 289 of 465
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 290 of 465
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 291 of 465
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 292 of 465
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 293 of 465
.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 294 of 465
.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 295 of 465
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 296 of 465
TRAFFIC DRIVERS Page 297 of 465
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 298 of 465
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 299 of 465
SUMMARY Page 300 of 465
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 301 of 465
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 302 of 465
1
Tourism Business Improvement District Board Minutes
June 28, 2023, 9:30 a.m.
City Hall, 990 Palm Street, San Luis Obispo
Tourism Business
Improvement District
Board Present:
Member Lori Keller, Member Winston Newland, Member
Prashant Patel, Member Sandy Sandoval, Chair Clint Pearce
(one vacant seat)
Tourism Business
Improvement District
Board Absent:
Vice Chair Lydia Bates
City Staff Present: Tourism Manager Molly Cano, Tourism Analyst Jacqui Clark-
Charlesworth, City Clerk Teresa Purrington, Deputy City Clerk
Megan Wilbanks
_____________________________________________________________________
1. CALL TO ORDER
A Special Meeting of the San Luis Obispo Tourism Business Improvement District
Board was called to order on June 28 at 9:30 a.m. in the Council Hearing Room
at City Hall, 990 Palm Street, San Luis Obispo, by Chair Pearce.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
Meghan Olson, the new Tourism Intern for the City of San Luis Obispo,
introduced herself to the Board.
--End of Public Comment--
3. OATH OF OFFICE
City Clerk Teresa Purrington administered the Oath of Office to newly-appointed
TBID Board Member, Sandy Sandoval.
Page 303 of 465
2
4. CONSENT
Motion By Member Keller
Second By Member Newland
To approve Consent Items 4a to 4g.
Ayes (5): Member Keller, Member Newland, Member Patel, Member Sandoval,
and Chair Pearce
Absent (1): Vice Chair Bates
CARRIED (5 to 0)
4.a MINUTES OF TBID REGULAR MEETING ON MAY 10, 2023
4.b SMITH TRAVEL REPORT (STR)
4.c TRANSIENT OCCUPANCY TAX (TOT) REPORT
4.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT
4.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT
4.f NOBLE STUDIOS & DCI MARKETING MONTHLY REPORT
4.g BADGER BRANDING ORGANIC SOCIAL REPORT
5. BUSINESS ITEMS
5.a FY 23-24 VISIT SLO MARKETING & BUSINESS PLAN AMENDMENT
APPROVAL
Tourism Manager Molly Cano, along with Hayley Corbett and Gabbi Hall
with Noble Studios, Katy McGrath with Badger Branding and Hollie West
with the SLO Chamber provided an overview of the 2023-24 Visit SLO
Marketing & Business Plan Amendments and responded to Board
inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Member Patel
Second By Member Newland
Page 304 of 465
3
Approval of the amendments, as presented, to the second year of the FY
2022-24 Visit SLO Marketing & Business Plan.
Ayes (5): Member Keller, Member Newland, Member Patel, Member
Sandoval, and Chair Pearce
Absent (1): Vice Chair Bates
CARRIED (5 to 0)
5.b FY 23-24 TBID PROGRAM BUDGET
Tourism Manager Molly Cano provided an overview of the TBID Program
Budget and reported on the recommendations from the Budget Task
Force, which was comprised of Chair Clint Pearce, Member Lydia Bates,
and Member Prashant Patel.
Public Comment:
None
--End of Public Comment--
Page 305 of 465
4
Motion By Member Newland
Second By Member Sandoval
Approval of the recommendations from the Budget Task Force and TBID
Board recommendation to City Council to approve the FY 2023-24 TBID
Budget and program allocations.
Ayes (5): Member Keller, Member Newland, Member Patel, Member
Sandoval, and Chair Pearce
Absent (1): Vice Chair Bates
CARRIED (5 to 0)
5.c TBID CONTRACT APPROVALS
Tourism Manager Molly Cano provided an overview of the TBID contracts
that are ready for approval by the Board and responded to questions.
Page 306 of 465
5
Public Comment:
None
--End of Public Comment--
Motion By Member Patel
Second By Member Newland
Approve the following contractor agreements:
• Final year extension of work with Noble Studios for marketing
contract services in FY 23-24
• Final year extension of Badger Branding for organic content
marketing services in FY23-24
• Two-year agreement for FY 23-24 and FY 24-25 with the SLO
Chamber for Visitor Services; difference in funding amount paid at
the end of the year based on staffing requirements met
• Two-year agreement for FY 23-24 and FY 24-25 with SLO
Chamber for Public Relations
• Two-year agreement for FY 23-24 and FY 24-25 with Cal Poly
Athletics
Ayes (5): Member Keller, Member Newland, Member Patel, Member
Sandoval, and Chair Pearce
Absent (1): Vice Chair Bates
CARRIED (5 to 0)
5.d VISIT SAN LUIS OBISPO BRANDED SWAG ITEMS
Tourism Analyst Jacqui Clark-Charlesworth provided on overview of the
proposed items to be branded and responded to questions.
Public Comment:
None
--End of Public Comment--
Motion By Member Patel
Second By Member Keller
Approve staff's recommended branded swag items and allocate $50,000
from the Fund Balance to cover the purchase cost.
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6
Absent (1): Vice Chair Bates
CARRIED (5 to 0)
5.e KIND TRAVELER PARTNERSHIP
Tourism Manager Molly Cano provided an overview of the Kind Traveler
partnership and responded to questions. She noted that Visit California is
in partnership with Kind Traveler, which presents a Co-Op opportunity
where Visit CA subsidizes portions of member commitments, which
reduces the TBID's investment cost. The TBID's commitment would be
using the Kind Traveler platform to promote the 'Keys for Trees' program.
There is also an opportunity to acquire the platform's registered emails to
help build the TBID's database of sustainable travelers for future targeted
outreach, as well as future opportunities to add on other programs like
press or creator FAM visits.
Public Comment:
None
--End of Public Comment--
Motion By Member Newland
Second By Member Patel
Approve a two-year paid partnership with Kind Traveler through Visit
California to support the sustainability efforts of Visit San Luis Obispo and
allocate the following funds:
• Year one rate: $17,500 (reduced from $50,000 with the Visit
California Co-Op); year one funding from available Fund Balance
• Year two+ rate: $12,495 (reduced from $50,000 with the Visit
California Co-Op); committing to Year 2 at the time of signing for
Year 1 receives a 15% discount on the originally quoted price
($14,700) to further reduce the total to $12,495.
Ayes (5): Member Keller, Member Newland, Member Patel, Member
Sandoval, and Chair Pearce
Absent (1): Vice Chair Bates
CARRIED (5 to 0)
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7
Member Keller left the meeting at 11:15 a.m. and will be absent for the duration of the
meeting.
5.f Q1 PLANNING + MEDIA PLAN REVIEW & APPROVAL
Danni Winter, Performance Marketing Director at Noble Studios,
presented the planning strategy for the First Quarter and a review of the
Media Plan.
Public Comment:
None
--End of Public Comment--
Motion By Member Patel
Second By Member Sandoval
Approve the Q1 Media Plan as presented.
Ayes (4): Member Newland, Member Patel, Member Sandoval, and Chair
Pearce
Absent (2): Member Keller, and Vice Chair Bates
CARRIED (4 to 0)
5.g WEBSITE STATUS UPDATE
Hayley Corbett, Senior Client Success Manager, and Breanne
Standingwater, Senior Project Manager, with Noble Studios provided an
update on the status of the new visitSLO.com website; estimated launch
date is Tuesday, July 11, 2023.
Public Comment:
None
--End of Public Comment--
Action: The TBID received an update on the VisitSLO.com redesign
project and the status of the project contingency budget. No formal action
required.
6. TBID LIAISON REPORTS AND COMMUNICATION
6.a HOTELIER UPDATE – LIAISON REPORTS
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8
Member Patel reported that he attended the AAHOA event and shared
that members appreciated the photoshoot, especially the small 'mom and
pop' establishments.
6.b PCC UPDATE – LIAISON REPORT
Chair Pearce provided an update on PCC activities.
6.c VISIT SLO CAL UPDATE – LIAISON REPORT
Chair Pearce provided an update on Visit SLO CAL activities.
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 11:55 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for July 12 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/2023
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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)
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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)
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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)
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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.
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5
APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2023
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1
Proposal to the City of San Luis Obispo
Promotional Coordinating Committee
May 2023
Visitor Center & Promotional Services
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Promotional Coordinating Committee to enhance and enrich the
resident and visitor experience in San Luis Obispo, create a central hub of community and visitor
information, and promote the city to residents and potential visitors.
Expertise: The San Luis Obispo Chamber of Commerce looks forward to building on our existing
strengths including a successful track record of promoting San Luis Obispo, strong relationships
throughout the community as well as extensive experience providing public relations and visitor
services.
Looking forward: For more than 50 years, the Chamber has worked with the City of San Luis
Obispo’s Promotional Coordinating Committee to create new programs and utilize existing
Chamber assets to improve the quality of life and economic vitality of the community we live in;
we continue to seek new opportunities to deepen our partnership and further the
understanding of San Luis Obispo as an exceptional place to live and visit.
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2
Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
Proposals 5
Summary 11
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Qualifications
The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of
strengths to assist the Tourism Business Improvement District in fulfilling its mission and
strategic direction.
● Direct relationships with more than 1,200 local businesses that represent nearly 38,000
employees throughout the county. These long-term relationships allow us to work cohesively
with local businesses to execute promotions, projects and media visits.
● Constant interaction with visitors in our downtown Visitor Center. More than 75,000
visitors were personally greeted and assisted in 2022 and we engaged with thousands more
over the phone and digitally. The center, which is open seven days a week, is staffed by visitor
information professionals who are trained to answer questions and accommodate requests of
locals, visitors and travel writers.
● Productive relationships with the media, rooted in our 40+ years of work in San Luis
Obispo public relations. We are the go-to resource for travel writers due to the strength of the
“chamber of commerce” brand and the strong relationships we have built through the years.
● We have a nimble, responsive PR team, which is well informed about what is happening
in the city and can capture the attention of as well as respond to journalists with timely
information, photography and contacts.
● Long-term strategic alliances with local organizations and events that attract visitors
and enhance the overall experience for tourists, including Hearst Castle, SLO Coast Wine
Collective, Cal Poly, Festival Mozaic, Downtown SLO, the PAC and the SLO Film Festival.
● Access to a library of more than 50,000 current and historical images of San Luis Obispo
and the surrounding area. The award-winning images have appeared in publications such as
National Geographic Traveler, Los Angeles Times, Outside Magazine, San Francisco Chronicle,
AFAR and many more.
● The SLO Chamber continues to stay on top of the trends in tourism promotions,
working with regional, statewide, national & international partners to identify and act on
emerging trends and best practices.
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4
Project Team
The SLO Chamber has an experienced, professional staff who work together to execute projects
with a track record of success. The key team members who will lead the proposed work for the
Promotional Coordinating Committee include:
Jim Dantona
President/CEO
Jim Dantona’s focus is on helping local businesses prosper. He brings his
professional experience in government and personal passion in economic
development to leading the Visitor Center and working on contracts with the
PCC and TBID. In addition, Jim comes with more than 20 years of experience in
the public and private sector helping communities thrive.
Hollie West
Director of Communications
Hollie West has been with the SLO Chamber since 2022 and brings to the team
a strong background in communication, brand development and public
relations. She is passionate about San Luis Obispo being a wonderful place to
live, work, play and visit, and works to share that with visitors, media and
publications.
Lori Silva
Director of Business Operations
Lori Silva has been a key player at the SLO Chamber for nearly two decades.
Her vast network and roots in the local business community coupled with her
administrative expertise will assist the PCC in strategy and execution of
partnerships, activations and promotions.
Coming Soon
Communications Coordinator
The SLO Chamber Communications Coordinator will support PCC work through
expertise in local events, PR writing to acquire impactful media placements,
administrative support and pitching what’s new to regional partners.
Julia Pavelko
Visitor Center Manager
Julia Pavelko brings decades of local knowledge and friendly customer service
to interactions with all guests in the Visitor Center. A key player in executing
PCC and TBID promotions and activations, Julia is the boots-on-the-ground for
guest services.
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5
Proposals
Visitor Center
Overview of 2021-23
The San Luis Obispo Chamber of Commerce Visitor Center is a professionally staffed visitor
center open every day of the week, serving community members and tourists that are walking
in, calling and emailing with questions. During the two-year contract period of 2021-22 and
2022-23, we will have personally assisted more than 160,000 individuals face-to-face, and more
than 40,000 via phone, email, and digitally on behalf of the city. The traffic far exceeds any other
city/chamber visitor center in the region.
Proposal for 2023-25
As the Visitor Center continues to be an information and community support hub for both
tourists and locals, we look forward to maintaining a spirit of nimbleness and responsiveness to
the changing needs of our community. The SLO Chamber is committed to our partnership and
support of the Promotional Coordinating Committee and looks forward to continuing to grow
our efforts together.
We are always open to new thoughts and ideas as the PCC moves forward in the vital work of
making our community vibrant and thriving. When new strategies and possible work scopes
develop, we are ready and willing to jump in, help out, and come to the table with how we can
expand our long-standing partnership further.
Additionally, as the Promotional Coordinating Committee continues to establish their strategic
initiatives, such as the public art program, neighborhood placemaking, and advancement of the
City’s Diversity, Equity, and Inclusion major City goal — the Visitor Center can serve as an
informational, physical location to help tell the story of the PCC’s work to enhance San Luis
Obispo for all.
To continue to meet the needs of the visitors and residents seeking support, we propose
maintaining the current Visitor Center hours of being open seven days a week, Sunday-
Wednesday 9:30 a.m. – 5 p.m., and Thursday-Saturday, 9:30 a.m. – 6 p.m. for a weekly
operation of 55.5 hours.
Scope of work
The scope of work within this proposal includes:
• Guest service and information assistance via the live chat widget on VisitSLO.com
• Use the City of San Luis Obispo’s tourism logo and URL in visitor information materials
commissioned and paid for by the City of SLO
• Provide visitor information for the visitors of San Luis Obispo through high level of
personal customer service to visitors; respond to high volumes of information requests;
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serve as contact for information requests; maintain and contribute to the digital annual
events calendar; dispense maps, guides and brochures about SLO
• Assist in fulfilling the City’s placemaking efforts, goals and objectives and tell the story of
the PCC’s work to enhance SLO for all.
• Collect demographic data through the Visitor Center
• Training & Research
o Deepen training of Visitor Center staff members on the individual hotel
properties, through techniques such as scheduled hotel property visits, to gain
an authentic understanding of each property.
o Track and report general visitor geographic data
o Perform and report on general survey research of visitors call or walking into the
Visitor Center up to three times per year
o Provide and report on general survey data for property research at request of
City
o All Visitor Center staff members will acquire SLO Cal Welcome Customer Service
certification.
$173,250 a year for 2023-24 and 2024-25 fiscal years
Split between TBID and PCC
San Luis Obispo City & Neighborhood Maps
The tear-off, tableted city maps are the most utilized visitor resource in our Visitor Center as
well as throughout San Luis Obispo. Maps are distributed quarterly and on-demand to all San
Luis Obispo city hotels as well as hospitality partners including Amtrak, wineries and local
museums. Neighborhood maps, both the five existing and three new, are growing in popularity
with Visitor Center guests as well. We propose funding the printing of additional and new
neighborhood maps as well as an update to the tear-off city maps, as needed.
$7,500 for tear off city maps and neighborhood map printing, as needed
GIA/CACP Marketing Support
Over the last decade, the Chamber has provided event promotion and public relations support
to the Promotional Coordinating Committee’s Grants-In-Aid recipients. This partnership has
been aimed at driving attendance and support by residents and visitors to events in the city.
We propose a continuation of the modified GIA/CACP support, with the option to host
additional events as part of the Think Differently series if there is a need. Additionally, we will
continue to work with the PCC to adjust our services based on the ongoing needs of the
program.
$30,000 a year
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Public Relations
Overview of 2021-23
Since 2014, the SLO Chamber has led tourism public relations for the City of San Luis Obispo
through a partnership between the Promotional Coordinating Committee and the Tourism
Business Improvement District. In this role, the SLO Chamber has managed the responsive and
proactive public relations efforts to showcase the best of San Luis Obispo and entice visitors and
locals to explore our city.
We are the boots-on-the-ground local expert working in partnership with the TBID’s national
public relations agency, DCI. Over the past two years, we have supported DCI’s national pitching
and media relationships as well as proactively pitched the TBID pillars and promotions for
consideration to media partners throughout the state. Serving both the TBID and the PCC’s
goals, our proactive work this past year has mainly focused on sustainability efforts, DEI work,
the culinary and beverage scenes, and placing SLO as the hub of the County and a destination
that has something for everyone.
As part of this focus, contract elements include pitching story ideas, inviting writers to
experience the destination and coordinating those trips, sending out media releases, responding
to media inquiries, use of the SLO Chamber’s photography library for editorial requests and
developing customized media kits. We do all this public relations work for just one client – San
Luis Obispo.
This focused effort is paying off; even in this past year we contributed to dozens of media
placements that highlight San Luis Obispo including those in Forbes, Thrillest, AFAR, HuffPost,
TripSavvy, MSN, Conde Nast Traveler and Food & Wine.
2023-25 Strategy
Since the COVID-19 pandemic, tourism marketing and public relations have changed drastically.
As the media landscape continues to shift, San Luis Obispo is facing a new normal in tourism and
in our community. It is more important than ever to communicate the vitality and character of
our community and showcase San Luis Obispo as a friendly and thriving city where people want
to live, and visitors want to vacation.
The public relations program will remain up to speed on PR and tourism marketing trends as
well as share the story of the unique offerings San Luis Obispo has for both residents and visitors
by highlighting the character of the community and why locals love to call SLO home. This
includes the promotion of community initiatives and the sharing of distinctive experiences
which set the San Luis Obispo community apart from other destinations.
Objectives:
a) Promote San Luis Obispo as a destination to live, play and stay, driving visitation and
delivering economic impact.
b) Build consumer awareness serving as the voice of SLO by amplifying the destination
brand and reaching audiences locally, regionally and nationally.
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c) Communicate the vitality and character of San Luis Obispo and the community.
Target audiences:
Our promotional efforts will target two audience groups:
1) Potential visitors ranging from millennials to baby boomers, in defined key drive
markets (Los Angeles, San Francisco, San Diego), as well as those with special interests
such as food and wine, outdoor activities, sustainable travel or arts and culture.
2) Central Coast residents looking to rediscover what is in their backyard or within their
community.
Strategies to reach target audiences:
Specific to the Promotional Coordinating Committee
Championing a vibrant economy
Small businesses are the lifeblood of our community and help shape the diverse economy in San
Luis Obispo. There are many unique and unearthed stories to be shared within the community,
and highlighting the character and faces of San Luis Obispo is an important piece of our success.
The stories of creativity and innovation among families, students, small business owners and
professionals are waiting to be told, and sharing these stories will encourage further connection
amongst neighbors and enhance the intrinsic feeling of joy felt when entering our community.
Uniquely SLO
Every inch of San Luis Obispo has its own unique history, with innovation and creativity around
every corner. These stories continue to be at the forefront, and we will build upon this past
year’s work to amplify this message to the community through continued strategic partnerships,
working with local and regional media, and promoting community programs and campaigns.
Additionally, we will continue promoting our sustainability and DEI focuses — not only booming
trends in travel tourism, but core pillars of SLO’s identity.
Public Art
With more than 100 public art pieces and a bustling arts and culture scene, San Luis Obispo is
positioned uniquely as a small town that packs a big punch for art lovers. Focus on public art will
continue to be highlighted and uplifted as a key characteristic of San Luis Obispo’s charm.
Neighborhoods
With the upcoming completion of three more neighborhood maps highlighting the unique
corridors of San Luis Obispo and the businesses that reside within them, the story of SLO’s
character and history will continue to be told with an emphasis on exploring off the beaten path.
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Specific to the Tourism Business Improvement District
Telling the right story in the right place
The tourism industry is a vital part of San Luis Obispo and in our partnership with the TBID’s
Noble and DCI, we will continue to amplify our voice and reach, operating as the boots-on-the-
ground local expert. We will work together to position San Luis Obispo as the ideal destination
for visitors, taking into consideration how the city fits into wider travel trends.
Press visits & FAMs
There is no substitute for experiencing San Luis Obispo firsthand. Press trips play a major role in
generating editorial placements that tell the San Luis Obispo story and showcase our key
messages. These placements inspire travel and educate consumers on the destination. This year
we will be:
● working with key partners to craft and host individual and FAM visits based on existing
relationships and responsive leads
● crafting and hosting individual media visits as a result of DCI’s proactive outreach
Foster Key Relationships:
It continues to be vital to work with our community partners to strengthen our collective
message. With less resources and more obstacles as we look to encourage people to explore our
city, the SLO Chamber will proactively work with other organizations to cross market through
public relations initiatives as well as grow strategic alliances. In the upcoming year we are
excited to further deepen our collaboration with strategic partners that contribute to the
region’s cultural vibrancy.
Visit California: We will leverage the large international megaphone that belongs to Visit
California by participating in its PR programs. Key opportunities include submitting content to
Visit California’s editorial board, participating in Visit California-led press trips, sharing content
on Visit California’s social media channels, and potentially attending domestic media
marketplaces.
Central Coast Tourism Council: We will leverage the Central Coast Tourism Council’s growing
reach by participating in its PR efforts and positioning the destination as the heart of the Central
Coast.
Visit SLO CAL: We will leverage the national and international reach of Visit SLO CAL by
partnering closely with their PR team and participating in their programs. As the hub of SLO CAL,
SLO is poised to lead Visit SLO CAL-led press trips and ensure that SLO CAL understands our key
messages and the city as a productive partner in promoting our region.
SLO Coast Wine Collective: Understanding that our wine region is a flourishing aspect of our
destination, SLO will work with SLO Coast Wine’s team on telling that story and publicizing the
destination together.
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Cal Poly: Cal Poly is not only one of the community’s largest economic drivers, but also a huge
draw for visitors whether they be families of students or those seeking the university’s many
cultural offerings. Through our built-in relationship with Cal Poly, we can work with them to get
in front of additional audiences like alumni, staff recruits and other key stakeholders.
SLO Lodging Properties: We will work with the city’s lodging partners and any PR teams to lead
the destination portion of any hosted media or FAMS. As there is a shared interest for success in
both promoting the hotels and the destination, this partnership is natural but also tactical in its
approach.
Scope of work:
The scope of work within this proposal includes:
o In partnership with DCI agency:
o Developing the 2023-24 PR strategy and editorial calendar
o Sourcing ideas and content for responsive leads
o Building custom itineraries and hosting travel writers on individual and FAM
trips throughout the year
o Maintaining VisitSLO.com media center
o Participation in and pitching of TBID coordinated special promotions such as The
Midweekend
o Working in coordination on the comprehensive marketing plan to increase
brand awareness across all platforms
o Continued independently:
o Fulfilling all media requests
o Tying in with Visit California, Visit SLO CAL & CCTC’s public relations efforts to
enhance visibility and sync messaging
o Partnering with neighboring destinations on tourism initiatives
o Working with community partners on additional hosting opportunities
o Sourcing, building custom itineraries and hosting travel writers on individual and
FAM trips throughout the year with key partners
o Sourcing, building custom itineraries and hosting digital influencers with key
partners
o Participation in and pitching of City coordinated campaigns such as Support
Local to regional media and influencers
o Participating in potential out-of-area promotional trips including preparation,
media coordination and staff travel
$100,000 a year for PR Services for the next two years, jointly funded by the TBID and PCC
In 2022-23, the TBID and the PCC funded the contract 50/50
Media Monitoring
In 2023-24, we propose a continuation of the media monitoring contract with Cision which
allows the TBID & PCC to see the impact of public relations work, gives our PR team access to
contact information for outlets, freelancers and influencers, and allows for whitelisted
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distribution of media releases. This is a pass-through contract, and because of the Chamber’s
nonprofit status, the service is available at a significant discount. This year, we propose the TBID
and PCC once again jointly fund the media monitoring service to ensure the SLO Chamber has
the tools they need to complete their work and measure results.
$7,425 a year jointly funded by the TBID and PCC
Summary
Guest Services & Visitor Center for 2023-25 $173,250 a year*
*jointly funded by the PCC and TBID
San Luis Obispo City Tear-Off & Neighborhood Maps $7,500
GIA Marketing Support $30,000 a year
Public Relations Services for 2023-25 $100,000 a year*
*jointly funded by the PCC and TBID
Media Monitoring Service 2023-24 $7,425 a year
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