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Home My WebLink About07-12-2023 PCC Agenda Packet Promotional Coordinating Committee AGENDA Wednesday, July 12, 2023, 5:30 p.m. City Hall, 990 Palm Street, San Luis Obispo The City of San Luis Obispo has returned to in-person meetings. Zoom participation will not be supported. For those attending in-person, City facilities will be at limited capacity and masks are strongly recommended. INSTRUCTIONS FOR PUBLIC COMMENT: Public Comment prior to the meeting (must be received 3 hours in advance of the meeting): Mail - Delivered by the U.S. Postal Service. Address letters to the City Clerk's Office at 990 Palm Street, San Luis Obispo, California, 93401. Email - Submit Public Comments via email to advisorybodies@slocity.org. In the body of your email, please include the date of the meeting and the item number (if applicable). Emails will not be read aloud during the meeting. Voicemail - Call (805) 781-7164 and leave a voicemail. Please state and spell your name, the agenda item number you are calling about, and leave your comment. Verbal comments must be limited to 3 minutes. Voicemails will not be played during the meeting. *All correspondence will be archived and distributed to members, however, submissions received after the deadline will not be processed until the following day. Public Comment during the meeting: Meetings have returned to an in-person format. To provide public comment during the meeting, you must be present at the meeting location. Electronic Visual Aid Presentation. To conform with the City's Network Access and Use Policy, Chapter 1.3.8 of the Council Policies & Procedures Manual, members of the public who desire to utilize electronic visual aids to supplement their oral presentation are encouraged to provide display-ready material to the City Clerk by 12:00 p.m. on the day of the meeting. Contact the City Clerk's Office at cityclerk@slocity.org or (805) 781-7114. Pages 1.CALL TO ORDER Chair Welch will call the Regular Meeting of the Promotional Coordinating Committee to order. 2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA At this time, people may address the Committee about items not on the agenda. Comments are limited to three minutes per person. Items raised at this time are generally referred to staff and, if action by the Committee is necessary, may be scheduled for a future meeting. 3.CONSENT 3.a MINUTES OF THE REGULAR MEETING ON JUNE 14 5 3.b 2022-23 COMMUNITY PROMOTION BUDGET REPORT 11 3.c 2023-24 COMMUNITY PROMOTIONS BUDGET REPORT 13 3.d SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT 15 3.e SLO CHAMBER VISITOR CENTER REPORT 17 3.f SLO CHAMBER GIA SUPPORT REPORT 19 3.g TRANSIENT OCCUPANCY TAX (TOT) REPORT 21 4.PRESENTATIONS 4.a SLO CHAMBER FY 22-23 ANNUAL REPORT Representatives from the SLO Chamber will present the Q4 and annual report on the Public Relations, Visitor Services and GIA contract activities during FY 22-23. 4.b SUPPORT LOCAL PROGRAM FY 22-23 ANNUAL REPORT 23 Representatives from Verdin will present the Q4 and FY 22-23 year-end report on the Support Local marketing activities, and the scope of work for the FY 23-24 program. 4.c PUBLIC ART PROMOTION QUARTER REPORT 25 Representatives from Verdin will present the Public Art Promotion activities for the quarter, and updates on the next quarter activities. 5.BUSINESS ITEMS 5.a CULTURAL GIA GRANT RECOMMENDATIONS The GIA subcommittee will present the grant recommendations for the committee's review and approval. 5.b CULTURAL ARTS & COMMUNITY PROMOTIONS GRANT PROGRAM 27 The committee will review the final program documents for the CACP grant program. 5.c PCC ANNUAL PROGRAM PLANNING The committee will review and discuss projects, timelines, and priorities for the 2023-24 fiscal year. 5.d ARTS & HUMANITIES MONTH PLANNING The committee will discuss program opportunities for the promotion of Arts & Humanities Month in October. 6.PCC LIAISON REPORTS AND COMMUNICATION 6.a GIA LIAISON REPORT – Liaison Assignments 6.b COMMITTEE OUTREACH UPDATE – Committee Report 6.c TBID BOARD REPORT – TBID Meeting Minutes: June 28, 2023 39 6.d TOURISM PROGRAM UPDATE – Staff Report 7.ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee is scheduled for August 9, 2023 at 5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. LISTENING ASSISTIVE DEVICES are available -- see the Clerk The City of San Luis Obispo wishes to make all of its public meetings accessible to the public. Upon request, this agenda will be made available in appropriate alternative formats to persons with disabilities. Any person with a disability who requires a modification or accommodation in order to participate in a meeting should direct such request to the City Clerk’s Office at (805) 781-7114 at least 48 hours before the meeting, if possible. Telecommunications Device for the Deaf (805) 781-7410. Agenda related writings or documents provided to the Promotional Coordinating Committee are available for public inspection on the City’s website, under the Public Meeting Agendas web page: https://www.slocity.org/government/mayor- and-city-council/agendas-and-minutes. Meeting video recordings can be found on the City’s website: http://opengov.slocity.org/WebLink/Browse.aspx?id=61002&dbid=0&repo=CityCl erk 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, 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, Committee Member Wolf Page 5 of 46 2 CARRIED (5 to 0) 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. ACTION: No action 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. The committee discussed the desire to have multiple voices representing the different neighborhoods rather than a solitary voice. Public Comment None --End Public Comment-- Motion By Vice Chair Lerian Second By Committee Member Pearce To approved the proposal for the comprehensive neighborhood proposal in an 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, Committee Member Wolf Page 6 of 46 3 CARRIED (5 to 0) 5.b FY 22-23 COMMUNITY PROMOTIONS BUDGET STATUS Tourism Manager Molly Cano provided the Committee with the status of the 22-23 budget. Public Comment None --End Public Comment-- Motion By Committee Member Wang Second By Vice Chair Lerian To prepay the media monitoring contract in the amount of $3,700. Ayes (5): Committee Member Pearce, Committee Member Thomas, Committee Member Wang, Vice Chair Lerian, and Chair Welch Absent (2): Committee Member Forsberg and Committee Member Wolf CARRIED (5 to 0) 5.c FY 23-24 COMMUNITY PROMOTIONS PROGRAM BUDGET The Committee discussed the budget allocations for FY 23-24. Public Comment None --End Public Comment-- Motion By Committee Member Thomas Second By Committee Member Pearce To approve the budget for FY 23-24 Community Promotions Program budget. Ayes (5): Committee Member Pearce, Committee Member Thomas, Committee Member Wang, Vice Chair Lerian, and Chair Welch Absent (2): Committee Member Forsberg and Committee Member Wolf CARRIED (5 to 0) Page 7 of 46 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, 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. 6.c TBID BOARD REPORT – TBID Meeting Minutes of May 10, 2023 The meeting was canceled due to a lack of a quorum. Committee Member Pearce provided an update on items the TBID has been working on. 6.d TOURISM PROGRAM UPDATE – Staff Report Tourism Manager Molly Cano provided an update on the Tourism Program. 7. ADJOURNMENT The meeting was adjourned at 6:22 p.m. The next Regular Meeting of the Promotional Coordinating Committee is scheduled for July 12, 2023 at 5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. Page 8 of 46 5 _________________________ APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X Page 9 of 46 Page 10 of 46 Community Promotions Budget 2022-23 Budget 2022-23 Amount Budget 405,609$ Returned Funds (Previous Year GIA) 21-22 Carryover 12,000$ Total Budget 417,609$ Expenditure Last Updated 7/7/2023 Expenditure Allocated Committed/Expended Available Balance Contractor Grants-in-Aid Funding 125,000$ 114,000$ 11,000$ GIA Recipients Grants-in-Aid Marketing Support Contract 30,000$ 27,500$ Chamber of Commerce Community Placemaking & Recovery Projects 41,873$ 52,703$ (10,830)$ Various Visitors Center 119,600$ 99,660$ Chamber of Commerce PR Contract 45,000$ 41,250$ Chamber of Commerce Media Monitoring Service 3,527$ 3,527$ Chamber of Commerce Downtown Maps 9,000$ 9,000$ Chamber of Commerce Support Cost 5,000$ 2,500$ 2,500$ City Administration Administration 38,601$ 38,601$ City Administration Total 417,601$ 388,741$ 2,670$ Page 11 of 46 Page 12 of 46 Community Promotions Budget 2023-24 Budget 2023-24 Amount Budget 411,735$ Total Budget 411,735$ Expenditure Last Updated 7/7/2023 Expenditure Allocated Committed/Expended Available Balance Contractor Grant Funding 100,000$ -$ 100,000$ GIA Recipients Grant Promotinal Support Contract 30,000$ 30,000$ Chamber of Commerce Community Placemaking & Recovery Projects 53,243$ -$ 53,243$ Various Visitor Services Contract 121,257$ 121,257$ Chamber of Commerce Public Relations Contract 50,000$ 50,000$ Chamber of Commerce Printed Maps 7,500$ -$ 7,500$ Chamber of Commerce Support Cost 5,000$ -$ 5,000$ City Administration Administration 44,735$ 44,735$ City Administration Total 411,735$ 245,992$ 165,743$ Page 13 of 46 Page 14 of 46 Report to City of SLO – TBID and PCC Public Relations Contract June 2023 PR ACTIVITY Implementation/Proactive Work Hosted 5 writers for Arts + Culture FAM with Hotel SLO Started planning for travel writer Eileen Ogintz's upcoming visit in partnership with DCI Started planning for travel writer Lina Lecaro's upcoming visit in partnership with DCI Met with writer Sierra Redmond about visiting San Luis Obispo Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign Continued working with DCI on media partnerships and pitching strategy Responsive Leads Met with Amtrak San Joaquin Valley to learn more about new local routes Met with Tony DaSilva, mountain bike writer and video creator interested in highlighting SLO Partnerships Met with Nathan Long to facilitate tourism collaboration with Nate's on Marsh Pitched "California's Skateboard Culture" and "Summer of Freedom" story ideas to Visit California PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF SFGATE The California Pride uniquely challenging a Republican foothold 20,900,000.00 $15,300.00 Cultural MEDIA HOSTING NEWS BREAK Your Guide To An Artsy Weekend in San Luis Obispo 1,490,000.00 $343.68 Cultural MEDIA HOSTING FORA TRAVEL Artsy Weekend in San Luis Obispo --Cultural MEDIA HOSTING VISIT CALIFORNIA California’s Best Summer Fairs and Festivals 1,000 -Outdoor PROACTIVE PITCHING PASO ROBLES DAILY NEWS SLO Concerts in the Plaza kick off this week 28,000 $6.39 Family PROACTIVE PITCHING MSN TRAVEL These Weird Tourist Attractions Should Be on Your Bucket List 67,150,000 $15,444.86 Cultural TASTING TABLE 21 Best Places To Eat And Drink In California's SLO County 1,110,000 $256.41 Culinary THE TRAVEL Amtrak Pacific Surfliner: 10 Scenic Stops On This Southern California Train Route 424,000 $97.51 Sustainability THE POINTS GUY Alaska adds 3 new routes, including 2 exciting cross-country flights 2,630,000 $604.99 Cultural MSN TRAVEL CANADA The perfect US destinations for outdoorsy people 67,150,000 $15,444.86 Outdoor VINOGRAPHY California's Chilly SLO Coast 3,000 $0.61 Cultural D TRAVEL A Luxurious Journey Through San Luis Obispo County, California 186,000 $42.82 Cultural MONEY MONEY RELEASES 2023 BEST COLLEGES LIST WITH MORE THAN 700 SCHOOLS ACROSS THE COUNTRY 2,180,000 $501.16 Cal Poly SAMANTHA BROWN 29 Incredible Places to Visit in California 8,000 $1.85 Cultural MATADOR NETWORK Extend Your Trip at These Airbnbs Along Amtrak's Pacific Surfliner Route 508,000 $408.93 Sustainability GO LAST MINUTE California Dreaming: Your Guide to the Central Coast 18,000 $4.13 Cultural 16 22,390,000.00 $48,458.20 TOTAL YTD 195 954,885,959.00 $3,590,113.20 211 977,275,959.00 $3,638,571.40 Page 15 of 46 Page 16 of 46 Report to City of SLO – PCC Visitor Services Contract June 2023 Visitor Interaction June 2022 May 2023 June 2023 Walk-ins 7,191 6,752 6,280 Phone calls 972 572 498 Emails & Digital 890 977 1,049 Visitor Center Highlights • Open to best serve our community and visitors. • Welcomed family and friends to SLO for CP graduation weekend. • Reorganizing the staff and our product offerings in the Visitor Center • Enjoyed helping every guest that walked through our doors, called, or emailed. Demographic Snapshot International travelers Asia 0% Middle East 0% Europe 64% Australia/New Zealand 6% United Kingdom 16% North America 12% South America 3% Domestic travelers (outside of CA.) West Coast 9% East Coast 25% Southwest 16% Midwest 30% South 21% California travelers Northern CA 21% Southern CA 35% Central Coast 39% Central Valley 4% Desert 1% Page 17 of 46 Page 18 of 46 June 2023 Grants-in-Aid Marketing Support Activity Organization Event EC PR PC VC SM MTG ST HD DS Cal Poly Corporation (on behalf of Cal Poly Arts)California International Guitar Festival X X X Festival Mozaic Festival Mozaic X X X History Center of San Luis Obispo County La Fiesta de las Dallidet X X X X Downtown SLO Concerts in the Plaza X X X X One Cool Earth One Cool Earth Garden Party X X X X X X History Revisited Central Coast Renaissance Festival X X Diversity Coalition of San Luis Obispo County Fostering Understanding Community Speaker Series X San Luis Obispo Museum of Art Alyssa Monks art exhibition and public programming X X X San Luis Obispo Repertory Theatre (SLO REP) Ring of Fire -The Music of Johnny Cash (Feb.10 -Mar.12,2023)X X X Hospice SLO County Light Up A Life X X X X X San Luis Obispo Master Chorale The French Connection;Holiday Festival;Elijah X X X RACE Matters SLO County Belonging 2022:Block Party at Farmer's Market and Stories Matter X X X X Civic Ballet of San Luis Obispo Scarlett Ibis and Rodeo X X Earth Day Alliance San Luis Obispo Earth Day Fair X X X X Gala Pride &Diversity Center Pridefest 2023 X X Love SLO Love SLO X X X Opera SLO Die Fledermaus X X San Luis Obispo Classical Academy 1st Annual Central Coast JR LEGO Challenge X X X SLO Climate Coalition Stronger Together X Page 19 of 46 SLO International Film Festival 2023 San Luis Obispo International Film Festival X X X X X SLO City Farm Sheep Shearing Shindig X X X X X Restorative Partners Bridging the Gap X X X X Saint Andrew Greek Orthodox Church San Luis Obispo Greek Festival X X X X X Black is current month,gray is past work Boxes marked with "D"indicate that recipients knew about service and declined to utilize. 23 Total;23 served to date or in progress EC-Confirmed/added event(s)in local Event Calendars, including:SLO CAL,SLO Chamber,SLO Happenings PR-Included event(s)in seasonal Press Release sent to local/regional media outlets PC-Spoke with recipient(s)via Phone Call to review/discuss promotional opportunities and answer questions VC-Prominently displayed printed promotional materials in Visitor Center;brochures,posters,etc. SM-Promoted event(s)on SLO Chamber Social Media channels via press release from recipients MTG-Met with Groups in person and offered public relations advice and support ST-Sold/are currently selling Tickets for event(s) through the Visitor Center HD -Included printed promotional material in Hotel Distribution DS -Recipient Declined Services Page 20 of 46 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 2021-22 2022-23 Change +/- to previous FY July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 530,064$ 1,214,080$ 1,300,061$ 7.1% August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 623,523$ 992,620$ 1,089,326$ 9.7% September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 660,405$ 965,595$ 1,040,391$ 7.7% October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 632,733$ 889,485$ 986,882$ 10.9% November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 422,488$ 722,487$ 772,110$ 6.9% December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ 236,391$ 638,253$ 630,527$ -1.2% January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ 302,621$ 557,369$ 526,691$ -5.5% February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ 426,144$ 716,045$ 718,467$ 0.3% March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ 614,973$ 820,473$ 805,947$ -1.8% April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ 742,477$ 1,068,408$ 1,057,701$ -1.0% May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ 760,006$ 919,831$ 824,581$ -10.4%missing 4 hotels June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ 973,975$ 1,100,000$ Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,438,338$ 7,873,272$ 6,292,853$ 6,925,799$ 10,604,646$ 2021-22 2022-23 Change +/-2021-22 2022-23 Change +/-2021-22 2022-23 Change +/- July 82.2 82.9 0.9%226.69 231.16 2.0%186.23 190.97 2.5% August 71.9 74.6 3.8%213.77 208.57 -2.4%153.67 155.58 1.2% September 70.9 71.9 1.4%214.67 212.43 -1.0%152.30 152.78 0.3% October 68.1 69.6 2.2%200.80 202.21 0.7%136.81 140.73 2.9% November 63.10 62.1 -1.6%182.97 185.60 1.4%115.47 115.19 -0.2% December 53.50 54.2 1.3%175.56 167.13 -4.8%93.90 90.6 -3.5% January 51.0 50.4 -1.2%137.26 136.70 -0.4%70.00 68.90 -1.6% February 64.0 66 3.1%156.82 157.11 0.2%100.36 103.64 3.27% March 65.8 64.1 -2.6%157.09 159.05 1.2%103.40 101.91 -1.43% April 74.2 74.0 -0.2%191.02 188.24 -1.5%139.61 141.32 1.23% May 64.8 67.5 4.1%180.74 181.38 0.4%117.11 122.36 4.48% June 76.8 220.40 169.19 Total/Average 67.19 67.02 188.15$ 184.51$ 128.17$ 125.82$ Updated: 07/06/2023 Occupancy ADR RevPAR*Figures from Smith Travel Research Report TOT Comparison Page 21 of 46 Page 22 of 46 July 6,2023 City of SLO Q4 Stat Report SUPPORT LOCAL CAMPAIGN City of SLO’s paid media during April-June included both programmatic pre-roll and a social media boosted reel promoting community oerings and holiday promotions.The pre-roll campaign,which ran in April and May,achieved a 82.53%VCR,signifying that the majority of targeted audience members viewed the full :15 LoBro neighborhood video.The seasonal social boosted post for Mother’s Day as detailed below gained 81,897 impressions and 186 clicks during Q4.It is recommended to continue an omni-channel media presence to continue promoting SLO’s oerings and providing community members in SLO County information on how they can support local businesses. Paid Media Channel Creative Impressions Clicks CTR VCR Programmatic Video ●April:LoBro :15 Video ●May:LoBro :15 Video 197,187 171 0.09%82.53% Social Media (FB/IG)●May:Mother’s Day Reel 81,897 186 0.23%N/A Total Campaign Summary: ●Impressions:279,084 ●Clicks:357 ●CTR:0.13% Page 23 of 46 Creative Seasonal Campaign:Mother’s Day Reel Page 24 of 46 July 6,2023 City of SLO Q4 Stat Report SUPPORT LOCAL CAMPAIGN City of SLO’s paid media during April-June included both programmatic pre-roll and a social media boosted reel promoting community oerings and holiday promotions.The pre-roll campaign,which ran in April and May,achieved a 82.53%VCR,signifying that the majority of targeted audience members viewed the full :15 LoBro neighborhood video.The seasonal social boosted post for Mother’s Day as detailed below gained 81,897 impressions and 186 clicks during Q4.It is recommended to continue an omni-channel media presence to continue promoting SLO’s oerings and providing community members in SLO County information on how they can support local businesses. Paid Media Channel Creative Impressions Clicks CTR VCR Programmatic Video ●April:LoBro :15 Video ●May:LoBro :15 Video 197,187 171 0.09%82.53% Social Media (FB/IG)●May:Mother’s Day Reel 81,897 186 0.23%N/A Total Campaign Summary: ●Impressions:279,084 ●Clicks:357 ●CTR:0.13% Page 25 of 46 Creative Seasonal Campaign:Mother’s Day Reel Page 26 of 46 City of San Luis Obispo Cultural Arts and Community Promotion Grants (CACP) formerly known as Cultural Grants In Aid (Cultural GIA) FY 2023-24 Program Guidelines and Specification The City of San Luis Obispo's Promotional Coordinating Committee (PCC), under direction of the City Council, recognizes that cultural, social and recreational organizations make significant contributions to the overall quality of life in the City of San Luis Obispo. Accordingly, the City is offering the Cultural Arts and Community Promotion grant program (formerly Cultural GIA) to promote such activities within our community. Grant Application Funding Request Guidelines: The following tiered structure should be used as a guideline to the applicant organization to establish the grant amount being requested. First Tier: $500 to $3,000 Organization of local reach with a cultural, social, and recreational benefit to the residents of San Luis Obispo. The organization agrees to place the City’s logo on all its marketing material and its website. Second Tier: $3,000 to $7,500 Organizations that reach countywide and bring patrons to San Luis Obispo. The events have a distinct benefit to the City’s residents, but also drive traffic from around the county to the City for the event. The organization agrees to incorporate the City’s logo on marketing material and its website. In addition, the organization will include City of San Luis Obispo visitor information on marketing outreach. Third Tier: $7,500 to $20,000 The organization effectively brings patrons from outside the county to San Luis Obispo and has the means to drive tourism to the City. In addition to the integration of the City’s logo on marketing material and its website, the organization will include City of San Luis Obispo visitors information in its marketing outreach. The organization is encouraged to submit a proposal to that effect. Page 27 of 46 CACP Program Specifications: 1. Use of Funds: Funds are to be used for the marketing and adverting expenses related to execution of an event or activity of cultural, social, and/or recreational benefit to the residents and visitors of the City of San Luis Obispo. 2. Application Period: Applications for funding of events that occur between January 1, 2024 - June 30, 2024, will be accepted from July 15, 2023 – September 1, 2023. 3. Application Submittal Deadline & Requirements: All applications and supporting material must be received by the application deadline of 5:00 p.m. on September 1, 2023. Application must be submitted electronically through the digital CACP Application FORM. Incomplete applications will not be accepted. 4. Use of Grant Funding: Grant funding must exclusively be used on the event to fund marketing expenses and advertising expenses directly related to the event or activity. a. Acceptable Marketing Expenses Include: event marketing production related expenses like graphic design or printing; limited contracted services such as public relations fees, video production expenses, and social media expenses directly relating to the event; expenses relating to enhancements for digital newsletters or email campaigns; and web design services. The applying organization must provide documentation that expenses for these services are directly and exclusively related to the event or program in which funding is requested. b. Acceptable advertising expenses are limited to the actual cost of the paid media placement or advertisement. c. Grants are not given for the following expenses: office overhead, staff, equipment, scholarships / honoraria, general organization operating expenses, supplies, event permits, fees for performers/speakers/presenters/vendors, event production contractor fees, décor and venue rental. 5. Awarding of a Grant: Only one grant per organization may be awarded in a fiscal year period between July 2023 - June 2024. 6. Applicant Eligibility: a. To be considered for grant funding, organizations must have non-profit status (Articles of Incorporation, 501(c)(3) or (c)(6) status, Federal ID number and Tax-Exempt Notification) prior to grant submittal. Or the applicant organization may be fiscally sponsored by an organization with non-profit status as defined in Section 501(c)(3) or (c)(6) of the Internal Revenue Code. In the instance of fiscal sponsorship, applicant must include a letter from the fiscal sponsor with their consent to apply for this grant containing their proof of non-profit status (Articles of Incorporation, proof of 501(c)(3) or (c)(6) status, Federal ID number and Tax-Exempt Notification). i. Definition of Fiscal Sponsor as related to this grant application process: A fiscal sponsor is a nonprofit organization that provides fiduciary oversight, financial management, and other administrative services to help build the capacity of charitable projects. Page 28 of 46 b. Applicant organization must have a clearly stated purpose and function and be responsible for the planning and provision of a cultural, social or recreational program/event. c. Applicant organization must demonstrate that it has the managerial and fiscal competence to complete the proposed project. d. The applicant organization must give evidence that it has pursued other sources of financial support. e. The applicant organization and fiscal sponsor (when applicable) must be in good standing with the City. f. The applicant organization must comply with the final report evaluation process as requested by the Promotional Coordinating Committee. Final reporting and organization history will be considered in funding recommendations and during each application review. Organizations that received a prior promotional grant during a previous funding cycle must have complied with all reporting requirements to be considered for a grant. g. The organization must extend the program to the general public and may not exclude anyone by reason of race, religion, sex, national origin, sexual orientation, gender identity, gender expression, age, physical, mental or economic status. h. Organization may not have received a Cultural GIA grant for an event occurring between July 1, 2023 – December 31, 2023. 7. Event Eligibility: a. Funded activities must primarily occur in the City. b. Events must be in-person and take place in the City of San Luis Obispo or directly adjacent to city limits and have special benefit to the City of San Luis Obispo. c. Eligible events must be primarily focused on social, cultural, or recreational benefit to the community at large. d. Events that advance political cause(s) or religious activities are not eligible. e. Events may not have a primary purpose of fundraising or recognition. f. Events must be in alignment with the City’s core values. g. Grant requests must be for programs and events that occur during the funding cycle of January 1, 2024 - June 30, 2024. Applications will not be accepted for events that have already occurred. 8. Application Evaluation: Applications submitted to the Promotional Coordinating Committee will be evaluated both in terms of the applicant and the grant proposal using the following criteria: a. Applicant organization must be a local non-profit. b. Grant request must be of cultural, social, and/or recreational benefit to the residents of the City of San Luis Obispo. c. Events must be in-person and take place in the City of San Luis Obispo or directly adjacent to city limits and have special benefit to the City of San Luis Obispo. d. Event must be line with public health and safety guidelines. e. Event must be primarily focused on social, cultural or recreational benefit to the community at large. f. Event must be in alignment with the City’s core values. g. Grant request must adhere to the budget requirements outlined in the “Use of Grant Funding” section. Page 29 of 46 h. Demonstrated financial need is considered, although an event with potential promotional benefit to the City of San Luis Obispo will be given higher consideration. i. Past grant performance of the organization is considered. Please note that integration of the City’s logo and the City’s support of the event are imperative to receive grant funding for a consecutive year. 9. Disbursement of Funds: If the application is accepted by the PCC, the approved grant will be disbursed via check within 60 days of receiving the signed grant agreement. 10. Final Reporting Requirements. If approved for funding, a final report including an administrator’s report, statistical survey, financial report, recognition, and proof of funding must be turned in within 90 days of funded event. Failure to complete an accepted final report will disqualify the organization from future grant consideration. 11. Minimum Requirements: If approved for funding, event organizer will be held responsible to fulfill the signed contract, final event reporting, repayment of unused or incorrectly used grant funds, and obtaining all necessary permits for event use. 12. Committee Discretion: Applications may be 1) Accepted 2) Partially Accepted 3) Rejected by the PCC. This application does not commit the PCC to award any grant or to pay any costs incurred in the preparation of this application or to procure or contract for services or supplies. The City through the PCC reserves the right to accept or reject any or all applications received, or to cancel in part or in its entirety this application, if it is in the best interest of the City to do so. CACP awards are made at the discretion of the City of San Luis Obispo PCC. How to Apply: Organizations must submit a complete application to be considered for CACP grant funding. The application must be submitted in the following manner: 1. Complete Grant Application Form 2. Your organization’s most recent complete annual financial statement 3. Your organization’s tax-exempt certification or that of your fiscal sponsor 4. If applying under a fiscal sponsor, include a letter of consent to apply from your fiscal sponsor. 5. A listing of all officers and staff 6. A signed statement of limitations and payment disbursement It is important that your application provide all the requested information. Clear, concise and original applications are best. PCC meetings are held on the second Wednesday of each month at 5:30 p.m. unless otherwise posted. Requests for meeting attendance or questions can be sent to the City’s Tourism Manager Molly Cano at mcano@slocity.org Page 30 of 46 Cultural Arts and Community Promotion GRANT APPLICATION FORM Event Information: DATE(S) OF EVENT: ______________________________________________________________________ NAME OF EVENT: ______________________________________________________________________ EVENT LOCATION: ___________________________________________________________________ Organization Information: NAME OF ORGANIZATION: ADDRESS OF ORGANIZATION: _________________________________________________ WEBSITE URL: ________________________________________________________________ Contact Information: Applicant: NAME OF PERSON COMPLETING APPLICATION: ______________ TELEPHONE NUMBER: E-MAIL ADDRESS: Organization: (if different from applicant) NAME OF CONTACT PERSON: TELEPHONE NUMBER: E-MAIL ADDRESS: Contract Signer: NAME OF AUTHORIZED CONTRACT SIGNER: __________________________________ Page 31 of 46 TITLE: ________________________________________________________________________ EMAIL ADDRESS: ______________________________________________________________ Does your organization have non-profit status at the time the application is submitted? Yes No *If no, please complete the fiscal sponsorship section below Non-Profit Fiscal Sponsor Information NAME OF ORGANIZATION: ADDRESS OF ORGANIZATION: _________________________________________________ WEBSITE URL: ________________________________________________________________ NAME OF CONTACT PERSON: TELEPHONE NUMBER: E-MAIL ADDRESS: Grant Request Information: TOTAL AMOUNT REQUESTED: PURPOSE OF GRANT REQUEST: (Word Limit: 100 max) Page 32 of 46 Please complete the entire application, answering all requests for information. 1. Provide a brief description of the event or activity. (Word Limit: 100 max) 2. Provide a brief description of your organization and its cause including how the project or activities support the overall goals of the organization. (Word Limit: 250 max) 3. Will your event be taking place within the City of San Luis Obispo or adjacent to the City with direct benefit to the City? City of San Luis Obispo Adjacent Other Venue(s) Name: ________________________________________________________________ Venue(s) Address: ______________________________________________________________ Page 33 of 46 4. Has a City permit been issued for your event or have you contracted the venue for your event date? Yes ___ No ____ Note: Event applicants shall be responsible for securing a separate Special Event Permit with the City. For use of City facilities, venues, or services, applications must be received no later than 90 days in advance and can be accepted up to 1 year in advance. The application form can be found at the link provided. Application and fees are payable to the City of San Luis Obispo and can be submitted directly to the Parks and Recreation Department located at 1341 Nipomo Street, San Luis Obispo, CA 93401. 5. Is this the first year the event will take place? Yes ___ No ____ If yes, skip to question number 9. *An annual event or performance with a new speaker, musician or show title is not considered a new event.* 6. How many years has the event taken place? 7. Where has it taken place previously? 8. What was the historical attendance? 9. What is the expected event attendance? 10. Expected percentage of in-county vs. out-of-county attendees: 11. Who is your target audience? Page 34 of 46 12. Do you sell tickets or is it a free event? Tickets____ Free____ If tickets are required, please provide the price range. ________________________________ 13. Describe any collaborative efforts with other organizations relative to this project. (Word Limit: 100 max and bulleted list is acceptable.) 14. Please outline all other City supported funding requested or actively being pursed. Transparency is expected and will be considered. 15. Describe any sustainability practices related to the event and organization. (Word Limit: 100 max and bulleted list is acceptable.) 16. Describe how the organization will encourage inclusive participation from diverse populations for this event and with your organization. (Word Limit: 100 max and bulleted list is acceptable.) Page 35 of 46 16. Overall Program Budget: Provide a detailed budget for the whole program/event, listing all available income and expense sources. Attach a separate sheet if more space is needed. Source Income Expense TOTAL $ 17. Media Plan: Provide a detailed Media Plan including traditional and online media. Attach a separate sheet if more space is needed. Media Outlet Type & Frequency Cost of Advertising Example: LA Times Online Banners / 1,000 impressions $ XXXXX The Tribune ½ page ads / 3 times $ XXXXX 18. Funding Request: Indicate total amount requested from the City of San Luis Obispo for this grant. Total Amount Requested: $___________________________________________________________ Grant Funding Request Allocation: Please provide the itemized projected grant funding allocation in the chart below. Outline the line-item description for each expense and the corresponding amount. Page 36 of 46 Funding Expense Description Amount Requested Total $ 20. Describe how your organization will acknowledge the City’s support in your promotional materials. (Word Limit: 100 max and bulleted list is acceptable.) Be sure to include all supplemental materials as requested. Thank you. Page 37 of 46 PROMOTIONAL COORDINATING COMMITTEE STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT Please read the following document and sign to indicate that you have read and understand it. Limitations: This grant application does not commit the sponsor to award a grant or to pay any costs incurred in the preparation of this application or to procure or contract for services or supplies. The Promotional Coordinating Committee reserves the right to accept or reject any or all applications received, to fund on a line item basis, to negotiate with all qualified applicants, or to cancel in part or in its entirety this application, if it is in the best interest of the City to do so. Payment of Funds: All duties, obligations, and disbursements of funds are to be governed by the provisions of the agreement between the City and the applicant receiving funds. • An applicant awarded funds shall enter into a contractual agreement with the City of San Luis Obispo for stated programs for the current grant period January 1, 2024 through June 30, 2024. • The payment schedule will be stated in the contractual agreement. • The contracting agency will agree to provide reports in such form and detail as may be required by the City and the PCC to monitor contract performance prior to payment for programs. • Contracting agency will provide City with an annual audit by an independent auditor to be approved by the City, if the City should so request. I, , (printed or typed name of authorized applicant organization representative), have read the above statement and fully understand its contents and implications. I further attest that all the information contained in this application is accurate to the best of my knowledge. Signature Date Title Applicant Organization Page 38 of 46 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 39 of 46 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 40 of 46 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 41 of 46 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 42 of 46 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. Page 43 of 46 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) Page 44 of 46 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 Page 45 of 46 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 Page 46 of 46