HomeMy WebLinkAbout07-12-2023 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, July 12, 2023, 10:00 a.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 before the meeting. Contact
the City Clerk's Office at cityclerk@slocity.org or (805) 781-7114.
Pages
1.CALL TO ORDER
Chair Pearce will call the Regular Meeting of the Tourism Business
Improvement District Board to order.
2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
At this time, people may address the Committee about items not on the agenda.
Comments are limited to three minutes per person. Items raised at this time are
generally referred to staff and, if action by the Committee is necessary, may be
scheduled for a future meeting.
3.CONSENT
3.a MINUTES OF TBID SPECIAL MEETING ON JUNE 28 5
3.b SMITH TRAVEL REPORT (STR)13
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 15
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 17
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 19
3.f NOBLE STUDIOS & DCI MARKETING MONTHLY REPORT
This report will be uploaded on Monday, July 10.
3.g BADGER BRANDING ORGANIC SOCIAL REPORT 21
4.PRESENTATIONS
4.a PUBLIC RELATIONS & GUEST SERVICES ANNUAL REPORT
Representatives from the San Luis Obispo Chamber of Commerce will
present the Q4 and end of year activity highlights and results data for
the 2022-23 Guest Services and Public Relations contracted work.
4.b CONTENT MARKETING ANNUAL REPORT
Agency representatives from Badger Branding will present the Q4 and
the end of year activity highlights and results data for the 2022-23
content marketing contracted work.
5.BUSINESS ITEMS
5.a SUSTAINABLE AG EXPO EVENT SPONSORSHIP 29
The Board will consider the funding request from the Vineyard Team for
sponsorship support of the Sustainable AG Expo.
5.b MIDWEEKEND PROMOTION RECAP 37
Staff and contractor team will present the results of the Midweekend
promotion from February and March 2023.
5.c WEBSITE STATUS UPDATE
The Board will receive a status update on the launch of the redesigned
VisitSLO.com website.
6.TBID LIAISON REPORTS AND COMMUNICATION
6.a HOTELIER UPDATE – LIAISON REPORTS
6.b PCC UPDATE – LIAISON REPORT 39
6.c VISIT SLO CAL UPDATE – LIAISON REPORT
6.d TOURISM PROGRAM UPDATE – STAFF REPORT
7.ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board
is scheduled for August 9 at 10:00 a.m. in the Council Hearing Room at City
Hall, 990 Palm Street, San Luis Obispo.
LISTENING ASSISTIVE DEVICES are available -- see the Clerk
The City of San Luis Obispo wishes to make all of its public meetings accessible
to the public. Upon request, this agenda will be made available in appropriate
alternative formats to persons with disabilities. Any person with a disability who
requires a modification or accommodation in order to participate in a meeting
should direct such request to the City Clerk’s Office at (805) 781-7114 at least
48 hours before the meeting, if possible. Telecommunications Device for the
Deaf (805) 781-7410.
Agenda related writings or documents provided to the Tourism Business
Improvement District Board are available for public inspection on the City’s
website, under the Public Meeting Agendas web page:
https://www.slocity.org/government/mayor-and-city-council/agendas-and-
minutes. Meeting video recordings can be found on the City’s website:
http://opengov.slocity.org/WebLink/Browse.aspx?id=61016&dbid=0&repo=CityCl
erk
1
Tourism Business Improvement District Board Minutes
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 5 of 43
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 6 of 43
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 7 of 43
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 8 of 43
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 9 of 43
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 10 of 43
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 11 of 43
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 12 of 43
June 2023
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 68.93 76.82 71.19 184.69 201.97 190.02 127.31 155.15 135.26 -6.19 -8.85 -7.03 -6.88 -8.02 -7.32 -12.65 -16.17 -13.83
City of Paso Robles 71.66 81.41 74.44 163.14 245.63 188.91 116.90 199.96 140.63 -6.84 -14.39 -9.34 5.36 -16.92 -6.21 -1.85 -28.87 -14.97
City of Pismo Beach 61.05 72.54 64.33 217.54 320.99 250.87 132.80 232.84 161.38 -12.79 -17.96 -14.52 -1.36 -24.58 -13.31 -13.97 -38.13 -25.90
City of San Luis Obispo 62.14 77.20 66.45 150.29 229.95 176.73 93.39 177.53 117.43 -9.95 -15.25 -11.78 -6.53 -34.17 -21.78 -15.83 -44.21 -30.99
City of Morro Bay 59.40 73.83 63.52 132.63 194.56 153.19 78.78 143.64 97.31 -21.88 -19.22 -21.01 0.57 -16.89 -7.20 -21.43 -32.86 -26.70
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 70.74 80.48 73.52 190.07 219.71 199.34 134.46 176.83 146.56 -4.94 2.99 -2.60 -0.19 5.38 1.82 -5.12 8.53 -0.82
City of Paso Robles 76.88 92.62 81.38 164.64 291.60 205.92 126.57 270.08 167.57 -2.70 11.39 1.48 9.84 17.62 15.08 6.87 31.02 16.78
City of Pismo Beach 66.47 89.09 72.93 225.34 439.20 299.98 149.78 391.27 218.78 -10.49 14.76 -3.04 -4.42 15.65 7.82 -14.45 32.73 4.54
City of San Luis Obispo 68.98 91.61 75.45 168.22 381.23 242.11 116.04 349.23 182.67 -6.56 11.52 -0.99 -3.43 55.00 23.34 -9.76 72.86 22.12
City of Morro Bay 65.23 87.07 71.47 133.95 242.84 171.85 87.38 211.45 122.83 -14.94 3.78 -9.24 -2.13 14.66 7.62 -16.76 18.99 -2.32
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 70.44 81.09 73.49 185.68 209.66 193.24 130.80 170.02 142.01 -1.92 -1.38 -1.75 -1.51 -2.69 -1.90 -3.41 -4.03 -3.62
City of Paso Robles 81.28 84.54 82.21 171.37 254.43 195.77 139.29 215.09 160.95 -1.05 -3.34 -1.74 14.92 -2.80 7.12 13.71 13.71 5.26
City of Pismo Beach 74.60 84.97 77.56 244.93 354.63 279.27 182.72 301.34 216.61 -2.66 -1.46 -2.28 0.30 -4.89 -1.71 -2.36 -2.36 -3.96
City of San Luis Obispo 74.05 86.61 77.64 182.51 257.20 206.31 135.14 222.76 160.17 -10.36 0.99 -7.03 -0.61 2.17 1.32 -10.91 -10.91 -5.80
City of Morro Bay 69.01 78.87 71.83 140.09 210.98 162.33 96.68 166.40 116.60 -12.89 -8.05 -11.43 -0.16 -2.20 -0.48 -13.04 -13.04 -11.85
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 69.96 76.77 71.90 186.53 205.76 192.40 130.49 157.95 138.34 -0.40 2.09 0.35 0.38 -5.36 -1.49 -0.02 -3.38 -1.15
City of Paso Robles 74.94 77.23 75.60 166.53 246.08 189.75 124.81 190.05 143.45 -1.45 -7.24 -3.21 16.85 -0.05 8.99 15.16 -7.28 5.49
City of Pismo Beach 77.22 84.05 79.17 232.31 342.98 265.88 179.40 288.26 210.50 5.30 5.65 5.41 -1.26 -5.12 -2.77 3.98 0.24 2.48
City of San Luis Obispo 79.24 84.90 80.86 188.59 229.79 200.95 149.43 195.10 162.48 12.43 3.71 9.66 21.71 -7.57 8.82 36.84 -4.15 19.34
City of Morro Bay 67.77 79.96 71.25 141.59 213.32 164.59 95.95 170.57 117.27 -5.15 2.14 -2.92 2.13 -2.31 1.02 -3.12 -0.22 -1.94
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADRFor the Week of June 25, 2023 to
July 01, 2023
For the Week of June 18, 2023 to
June 24, 2023
For the Week of June 11, 2023 to
June 17, 2023
For the Week of June 04, 2023 to
June 10, 2023
Page 13 of 43
Page 14 of 43
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 15 of 43
Page 16 of 43
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 17 of 43
Page 18 of 43
Report to City of SLO – TBID
Guest Services Contract
June 2023
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
June
2022
June
2023
Calls to
1-877-SLO-TOWN
9 6 13 27 131 55
Hotel Availability Tracker Week
1
Week
2
Week
3
Week
4
June
2022
June
2023
Email Response 39 42 31 40 99 151
Phone Calls to
Hotels
102 88 62 88 421 340
Hotel Referrals Week
1
Week
2
Week
3
Week
4
June
2022
June
2023
Visitors Served
(walk-ins)
1,286 1,627 1,749 1,618 7,191 6,280
Guests Served
(via phone and
digitally)
289 376 448 434 1,862 1,547
Hotel Rooms
Referred
383 296 117 187 1,935 983
Page 19 of 43
Page 20 of 43
June 2023
ORGANIC SOCIAL REPORT
Date: 07/05/23Page 21 of 43
Followers: 24,611 ( 1.1 %)
Total Posts: 156
Total Impressions: 266,042 ( 69.8%)
(includes both organic & paid)
Total stories: 149
Average Reach per Story: 421
Total Engagements: 8,369 ( 3.9%)
Engagement Rate: 3.1% ( 244.3%)
INSTAGRAM
TOP POSTS:
In June, Instagram garnered fewer impressions, but our engagements and engagement rates were up, showing quality over
quantity. High-performing outliers (like the Wes Anderson Trend video from May) are slightly skewing the data for this month.
Page 22 of 43
Page Fans: 97,299 ( .2%)
Total Net Audience Growth: 210 ( 126%)
Total Posts: 21
Total Impressions: 1,374,128 ( 40%)
Total Organic: 28,549 ( 12.8%)
Total Engagements: 28,683 ( 43.1%)
Engagement Rate: 2.1 % ( 5.2%)
FACEBOOK
TOP POSTS:
Our impressions this month appear to be down however, this is explained by the large amount of videos we shared in May.
That month’s high concentration of impressions is a result of video clicks to pause and play. We are adjusting our content
due to this observation.
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Followers: 51 ( 0%)
Total Posts: 5
Total Impressions: 809 ( 21%)
Total Saves: 3 ( 50%)
This month, our top Pin Boards are “How to SLO” and “Hike SLO”. We will continue posting itineraries and scenic/outdoors
posts since they are getting the most traction.
TOP POSTS:
PINTEREST
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Total Audience: 150 ( 4.2%)
Total Posts: 4
Page Views: 10 ( 30%)
Impressions: 173 ( 48.2%)
Engagements: 14 ( 0%)
Engagement Rate: 8.1% ( 93.1%)
LINKEDIN
TOP POSTS:
This month we had a huge increase in our engagement rate, which means more people are seeing, sharing, liking, and
sending our content. We believe catchy titles and captions are contributing to that rise.
Page 25 of 43
WHAT WE WORKED ON THIS MONTH:
- PRIDE Month
- Highlighted LGBTQ+ Owned Businesses
- Pride in the Plaza
- Summer Season
- Concerts in the Plaza, Hiking, Baseball, Sinsheimer Park
- Ticket Tuesday Giveaways (Blues Baseball x2, SLO Brew Concert,
PACSLO Improv Show)
- Continue Shift in Concentration back to Reels
- “Coffee in SLO” (20.2k Views)
- ”Best Hikes in SLO” (6.8k views)
- Still Growing:
“Wes Anderson Trend “ (63.4k current views, last month: 54.5k)
- San Luis Obispo Snapshot
- Weekly Instagram story round-up of daily events
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JULY’S FOCUS:
- Family Focus
- In alignment with Visit SLOCAL
- Family Friendly itineraries, events, restaurants, summer vacation
- Content Creators Work Roll-Out (mixed race family in SLO, LGBTQ+ Perspective
in SLO )
- Summer Season (Live Music, Sustainable Wine Trail, Summer in SLO, Hiking,
Patio Dining, Renaissance Festival, etc)
- Health & Wellness/Self Care (Yoga at Botanical Garden, The Beauty Poet, Vibe
Lounge)
- Ticket Tuesdays Giveaways (Mid-State Fair + Concerts, Festival Mozaic Family
Concert, SLO Brew Concert)
- Art Starts With History Campaign (Verdin)
- Continue current event story round-up (San Luis Obispo Snapshot)
Page 27 of 43
Page 28 of 43
SLO Happenings Event Promotion Sponsorship
APPLICATION
EVENT NAME: Sustainable Ag Expo
EVENT DATE(S): November 13-15, 2023
EVENT VENUE LOCATION: Madonna Inn Expo +
Center of Effort
EVENT WEBSITE URL: sustainableagexpo.org
EVENT ORGANIZATION: Vineyard Team
X NON-PROFIT ___FOR-PROFIT
ORGANIZATION ADDRESS:_5915 El Camino Real, Atascadero, CA 93422
ORGANIZATION’S WEBSITE URL: vineyardteam.org PHONE NUMBER: 805.466.2288
POINT OF CONTACT: Beth Vukmanic POSITION/TITLE: Executive Director
PHONE NUMBER: 805.466.2288 EMAIL: beth@vineyardteam.org
IS APPLICATION WRITER DIFFERENT FROM LISTED POINT OF CONTACT: ___SAME ___
*Please add application writer’s contact information here if different:
_________________________________________________________________________________
FOR INTERNAL USE ONLY
Application Date: Application Status:
Committee Review Date: Total Net Score:
Estimated # of Room Nights:
Committee Notes:
Page 29 of 43
EVENT QUESTIONS
1. Event Description:
The Sustainable Ag Expo (Expo) is a two-day, mid-week, off-season educational symposium and
tradeshow attracting wine industry professionals to San Luis Obispo. This is the 18th year of the Expo
which is back to a fully in-person format for the second year. The Expo has expanded to include
national speakers, enticing attendees from all parts of California as well as other states.
2. Describe how you track your event, success and attendees (ticket sales, actual event attendance,
attendee demographics, survey of event satisfaction, etc.)
We track our event through attendance. Tickets are sold through a CRM system that captures the
attendee’s address so we can identify what area they are visiting from. A post-event survey is sent to
all attendees to evaluate event satisfaction. Survey responses as well as verbal feedback during the
event are recorded and saved internally to review annually.
3. Describe your event’s target audience (including but not limited to age, interests, area of residence,
household income, families/couples, etc.)
The audience is agriculture stakeholders: farmers, pest control advisors, researchers, government, ag
vendors, press, and university. In 2022, the first time back in-person in two years, 64% of participants
were non-local.
4. Historical event attendance (n/a if first time or startup event. An annual event with a new series, speaker, team,
musician or show does not constitute as a new event)
In 2022 with a total attendance of 565, assuming a $143 ADR and 4-night stay ($572 per person), the
value of non-local visitors was $206,835.
5. Historical percentage of in-county versus out-of-area event attendees (must equal 100%)
a. _36% of Local/In-County Event Attendees
b. _64% of Out-of-Area Event Attendees (Resides 50+ miles outside of San Luis Obispo)
c. _ n/a of New startup event
6. Expected total number of event attendees:
With two years virtual in 2020 and 2021, attendees are still excited to be back in-person. We expect
participation to maintain at the successful 550 attendees reached in 2022. The event will continue to
appeal to non-local attendees with two days of specialized seminars featuring national speakers on
sustainable winegrowing practices, an expanded press plan, expanded digital advertising, and brand-
new Monday night launch event.
7. Expected percentages of in-county and out-of-area event attendees
a. _35% of Local/In-County Event Attendees
b. _65% of Out-of-Area Event Attendees (Resides 50+ miles outside of SLO)
8. Provide information on event ticketing (ticket requirement, price range, ticket platform used, etc.)
Event passes range from $225 to $545 depending on the package. Tickets are sold through our
website.
Page 30 of 43
9. Have you requested funding from other organizations/entities: ___Yes _X_No
a. If yes, please provide the names of these organizations and funding entities:
10. What are you willing to offer the City and TBID members in exchange for the sponsorship funds for
your event. SELECT ALL That APPLY
___ Exclusive lodging partnership
_X_ Promotion for event attendees tied to SLO lodging
___ Complimentary tickets for additional promotional use
___ Other:
11. Please provide any additional information on what sets your event apart from others taking place in
San Luis Obispo:
The Sustainable Ag Expo is the premiere educational event for the wine industry, attracting attendees
from outside of San Luis Obispo County. In 2023, we are launching a completely new Monday evening
kick-off event – Why Precision Farming is the Future: A Conversation with Terry Bates, Cornell
University. This engaging evening will give attendees the opportunity to learn about the future of
precision agriculture in winegrape growing from the nation’s preeminent researcher.
This event takes place mid-week in November, during the off-season for travel. The Expo has an 18-
year track record and has successfully executed incremental expansion.
The actual ADR in November 2022 was $185.50. For this year, based on that rate, with an anticipated
attendance of 550, 65 percent non-local staying for four nights will bring in $265,265 into San Luis
Obispo. This has increased from the expected $143 ADR in 2022, meaning more income to the area.
In addition to lodging revenue, the positive economic impact to the city includes dining and food
dollars spent in the city. The kick-off event is located at SIP Certified sustainable vineyard and winey,
Center of Effort, located right in the Edna Valley. The main event is contained at the Madonna Inn
Expo facility so there is no stress to community resources.
550 attendees x 65% non-local x 4 nights x $185.50 = $265,265
“While virtual conferences are a convenient and inexpensive option, a recent survey from PromoLeaf
revealed that over 70 percent of participants prefer to attend conferences in-person.” Additionally,
the rise of remote work has created a culture of “bleisure travel” where business travelers add
components of leisure to their work trips. The Sustainable Ag Expo takes place Monday through
Wednesday, creating an ideal opportunity for attendees to extend their time in San Luis Obispo
through the previous weekend or even through the entire week.
The promotional plan includes targeted digital advertising in trade press, radio, social media, and
other digital ads to generate pre-event press coverage promoting the benefits of attending the
Sustainable Ag Expo and staying in Beautiful San Luis Obispo.
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PROMOTIONAL PLAN –Please provide a promotional plan containing a detailed strategy outlining
the below:
1) Media Plan. Out-of-area advertising/marketing sponsorship of the event including where, when,
and how often advertisements will be placed. If available, it is strongly encouraged to include
specific details on media placement (print, radio, tv, out of home media, social media,
programmatic advertising, etc.) with projected reach, engagement and ROI of media tools.
Must be included in media plan, but not limited to:
• Media outlet
• Target audience
• Media placement
• Media timing
• Media cost
• TBID Stay in SLO Messaging
Sustainable Ag Expo Media Plan:
Media Type Target
Audience
Media Placement Media
Timing
Media Message Media Cost
Digital Trade Facebook, Google Ads, Ag Net
West radio, Wine Business
Monthly, etc.
Fall Attend Expo – Stay
in Beautiful SLO
$6,300
Print Trade Postcards (10K mailed in 2022) Fall Attend Expo – Stay
in Beautiful SLO
$1,700
Digital Trade Event website and event
promotion of Discover SLO (see
2022 website image below)
Summer -
Fall
Attend Expo – Stay
in Beautiful SLO
$0
Total $8,000
Sustainable Ag Expo Program Funding:
Out-of-area attendees are drawn to attend the Sustainable Ag Expo for the opportunity to learn from and
interact with national experts in-person. The event team has already secured highly sought-after experts
from Cornell and Oregon State University and plans to bring in four total researchers to present
throughout the two-day event.
4 expert researchers x 2-3 nights x $185.50 = $2,000
Total Grant Requested: $10,000
Page 32 of 43
2) Event Budget. Please provide a detailed event budget listing all available support and income
sources. Budgeted marketing dollars should be included in your event budget.
Budget Plan:
Item Income Source Estimated
Amount
Partners and Sponsors Vineyard Team Partners $85,000
Attendees Event Income $115,000
TBID Grant $10,000
Total $210,000
Page 33 of 43
2:08 PM
06/05/23
Accrual Basis
Vineyard Team
Expo Profit & Loss 2022
January through December 2022
Ordinary Income/Expense
Income
EXPO 214,597.75
Total Income 214,597.75
Cost of Goods Sold
Credit Card Processing Fees 5,447.52
Total COGS 5,447.52
Gross Profit 209,150.23
Expense
Payroll Expenses 5,189.87
Events Expenses 84,094.04
Insurance Expense 805.89
Licenses & Fees 270.00
Professional Fees 12,805.00
Software Expenses 4,227.00
Website, Internet, Network 690.40
Staff/Volunteer Reimbursements 344.02
Total Expense 108,426.22
Net Ordinary Income 100,724.01
Net Income 100,724.01
Page 1 of 1Page 34 of 43
Staff
• Beth Vukmanic, Executive Director
• Hayli Macomber, Outreach & Education Coordinator
• Whitney Brownie, SIP Certified Coordinator
Board of Directors
• Katie Bruce, Niner Wine Estate (Secretary)
• Carter Collins, Viticulture Management Inc.
• Paul Crout, Helena (Treasurer)
• Joe DeClue, JUSTIN (President)
• Fintan du Fresne, Phase 2 Cellars
• Sara Frazer, Monterey Pacific
• Gregory Gonzalez, Foley Family Wines (Vice President)
• Oliver Matthews, Vineyard Professional Services
• Lauryn Meissner, Treasury Wine Estates
• Zachary Merkel, J. Lohr Vineyards & Wines
• Matt Merrill, Mesa Vineyard Management
• Denise Shurtleff, Cambria Wines
• Dave Terry, Talley Vineyards
Page 35 of 43
Page 36 of 43
Apple Farm
22.7%
VisitSLO.com/newsletter
21.1%
Social Media
18%
Other Properties
16.5%
Word of Mouth
15.5%
Other
6.1%
2 0 2 3 R E S U L T S
To help drive midweek stays in the City of San Luis Obispo, the Visit SLO MidWeekend
Campaign offered potential visitors an incentive of $100 cash for guests who booked a
minimum stay of 2 nights at any qualified SLO TBID property between
February 1 – March 31, 2023.
PARTICIPANT INSIGHTS
27%73%
29%71%
KEY STATS
270
Total Number of
Qualified Entries
665
Total Rooms
Booked
2.46
Average Night
Stay
$122,871
Total Room Stay
Revenue 161%
*Return On
Investment
HOW DID YOU HEAR ABOUT THE PROMOTION?
SAY HELLOTO THEMIDWEEKEND
Participated in Midweekend before
Yes No
First time staying in SLO
Yes No
*$27k cash incentives redeemed +
$20K in media spend
for total return of $122,871
Participant Location
S ou t h e r n C A
C e n tr al V al l e y /
I n l and E mp i r e
Cen t r a l Coa s t
N o rt h e r n C A
Ou t o f S t a te
I n ter n at i o n al
38%
21%
16%
13%
11%
1%
86 % OF PARTICIPANTS FROM CALIFORNIA
Page 37 of 43
Page 38 of 43
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 39 of 43
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 40 of 43
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 41 of 43
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 42 of 43
5
_________________________
APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X
Page 43 of 43