HomeMy WebLinkAbout09-13-2023 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, September 13, 2023, 10:00 a.m.
City Hall, 990 Palm Street, San Luis Obispo
The Tourism Business Improvement District Board holds in-person meetings. Zoom participation will
not be supported at this time.
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 may not be processed until the following day.
Public Comment during the meeting:
Meetings are held in-person. 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 REGULAR MEETING ON AUGUST 9, 2023 5
3.b SMITH TRAVEL REPORT (STR)11
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 13
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 15
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 17
3.f NOBLE STUDIOS & DCI MARKETING MONTHLY REPORT 19
3.g BADGER BRANDING ORGANIC SOCIAL REPORT 29
4.BUSINESS ITEMS
4.a WEBSITE CONTINGENCY BUDGET CONSIDERATION
The Board will review the website project contingency budget for
considered allocation.
4.b HARVEST ON THE COAST PAID MEDIA PLAN
Agency representatives from Noble will present the paid media plan and
budget commitment for the Board approval for Harvest on the Coast in
sponsorship partnership with SLO Coast Wine Collective.
4.c FY 22-23 TBID ANNUAL REPORT
The Board will review the draft FY 2022-23 TBID annual report for
recommendation to City Council on October 17, 2023. Pending the City
Council’s approval of the report, the annual public hearing for the TBID
will be scheduled for the November 7, 2023 City Council meeting.
4.d REGIONAL CO-OP MARKETING CONSIDERATIONS
Staff will present the cooperative marketing opportunities with Central
Coast Tourism Council and Visit SLO CAL for the Board’s review and
approval.
4.e PLACER.AI CO-FUNDED LOCATION ANALYTICS TOOL
Staff will present a co-funded partnership opportunity for the TBID with
the City for a shared location analytics tool.
5.TBID LIAISON REPORTS AND COMMUNICATION
5.a HOTELIER UPDATE – LIAISON REPORTS
5.b PCC UPDATE – LIAISON REPORT
5.c VISIT SLO CAL UPDATE – LIAISON REPORT
5.d TOURISM PROGRAM UPDATE – STAFF REPORT
6.ADJOURNMENT
The next Special Meeting of the Tourism Business Improvement District Board
is scheduled for September 27, 2023 at 10:00 a.m. in the Council Hearing Room
at City Hall, 990 Palm Street, San Luis Obispo.
LISTENING ASSISTIVE DEVICES are available -- see the Clerk
The City of San Luis Obispo wishes to make all of its public meetings accessible
to the public. Upon request, this agenda will be made available in appropriate
alternative formats to persons with disabilities. Any person with a disability who
requires a modification or accommodation in order to participate in a meeting
should direct such request to the City Clerk’s Office at (805) 781-7114 at least
48 hours before the meeting, if possible. Telecommunications Device for the
Deaf (805) 781-7410.
Agenda related writings or documents provided to the Tourism Business
Improvement District Board are available for public inspection on the City’s
website, under the Public Meeting Agendas web page:
https://www.slocity.org/government/mayor-and-city-council/agendas-and-
minutes. Meeting video recordings can be found on the City’s website:
http://opengov.slocity.org/WebLink/Browse.aspx?id=61016&dbid=0&repo=CityCl
erk
1
Tourism Business Improvement District Board Minutes
August 9, 2023, 10:00 a.m.
Embassy Suites, 333 Madonna Road, San Luis Obispo
Tourism Business
Improvement District
Board Present:
Member Lori Keller, Member Prashant Patel, Member Sandy
Sandoval, Vice Chair Lydia Bates, Chair Clint Pearce
Tourism Business
Improvement District
Board Absent:
Member Winston Newland
City Staff Present: Tourism Manager Molly Cano, Tourism Analyst Jacqui Clark-
Charlesworth, Tourism Intern Meghan Olson
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on August 9, 2023 at 10:01 a.m. in the Los
Osos Meeting Room at Embassy Suites, 333 Madonna Road, San Luis Obispo,
CA 93405 by Chair Pearce.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By Vice Chair Bates
Second By Member Keller
To approve the Consent Items.
Ayes (5): Member Keller, Member Patel, Member Sandoval, Vice Chair Bates,
and Chair Pearce
Absent (1): Member Newland
CARRIED (5 to 0)
Page 5 of 35
2
3.a MINUTES OF TBID REGULAR MEETING ON JULY 12, 2023
3.b SMITH TRAVEL REPORT (STR)
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT
3.f NOBLE STUDIOS & DCI MARKETING MONTHLY REPORT
3.g BADGER BRANDING ORGANIC SOCIAL REPORT
3.h CAL POLY ATHLETICS YEAR END REPORT
4. BUSINESS ITEMS
4.a MARKETING SERVICES YEAR END REPORT
Agency representatives Bre Standingwater, Hayley Corbett, and Danni
Winters from Noble Studios along with Siobhan Chretien from DCI
presented the Q4 and year-end activity highlights and results for the 2023-
24 marketing agency contracted work.
Public Comment:
None
--End of Public Comment--
Motion By Member Keller
Second By Member Patel
The Board received the Marketing Service Year End Report and approved
the transfer of $5,231.12 in remaining funds from the FY 2022 -23 Paid
Media Budget to the FY 2023-24 Paid Media Budget.
Ayes (5): Member Keller, Member Patel, Member Sandoval, Vice Chair
Bates, and Chair Pearce
Absent (1): Member Newland
CARRIED (5 to 0)
4.b CONTINUATION OF THE SUSTAINABLE AG EXPO EVENT
SPONSORSHIP CONSIDERATION
Chair Pearce declared a conflict with this item and recused himself as the
event will be hosted on his property, the Alex Madonna Expo Center.
Page 6 of 35
3
Tourism Manager Molly Cano presented a short recap of the Vineyard
team’s presentation at the July 12 meeting and responded to Board
inquiries. There was discussion around opportunities to grow the attendee
number and encourage longer length of stay.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Member Patel
Approve a sponsorship request from the Vineyard Team in the amount of
$10,000 for the Sustainable Ag Expo Event on November 13 -15, 2023.
Ayes (4): Member Keller, Member Patel, Member Sandoval, and Vice
Chair Bates
Recused (1): Chair Pearce
Absent (1): Member Newland
CARRIED (4 to 0)
4.c HARVEST ON THE COAST EVENT SPONSORSHIP
SLO Coast Wine Collective Executive Director Kathleen Naughton
presented the sponsorship opportunities and responded to questions. A
shared sponsorship with SLO Wine Lodging would be $5,000 while an
exclusive sponsorship is $10,000. This is the first year the event will be in
SLO, the past 11 years it has been held in Avila Beach.
Public Comment:
None
--End of Public Comment--
Motion By Member Keller
Second By Member Patel
Approve an exclusive sponsorship request from SLO Coast Wine
Collective in the amount of $10,000 for the Harvest on the Coast event on
November 14-15 at Chamisal Vineyards.
Ayes (5): Member Keller, Member Patel, Member Sandoval, Vice Chair
Bates, and Chair Pearce
Absent (1): Member Newland
CARRIED (5 to 0)
Page 7 of 35
4
4.d VISITSLO.COM POST LAUNCH UPDATE
Tourism Manager Molly Cano and representatives Bre Standingwater,
Hayley Corbett, and Danni Winters from Noble Studios, provided a post-
launch update on the redesigned VisitSLO.com website. Overall, the
website has seen increased numbers across the board and has been
received well by constituents and the public.
Public Comment:
None
--End of Public Comment--
Motion By Member Keller
Second By Vice Chair Bates
Return $13,381 to the contingency budget and allocate $1,560 for new
work with Badger Branding for Neighborhood Map resizing.
Ayes (5): Member Keller, Member Patel, Member Sandoval, Vice Chair
Bates, and Chair Pearce
Absent (1): Member Newland
CARRIED (5 to 0)
Motion By Member Keller
Second By Member Patel
Amend the aforementioned motion to keep $13,381 with Noble Studios
and focus on spending it on Search Engine Marketing and utilize $1,560
from existing program budgets to support Badger Branding’s work to
resize the Neighborhood Maps.
Ayes (5): Member Keller, Member Patel, Member Sandoval, Vice Chair
Bates, and Chair Pearce
Absent (1): Member Newland
CARRIED (5 to 0)
4.e FY 22-23 TBID ANNUAL REPORT PREPARATION AND TIMELINE
Tourism Manager Molly Cano presented the staff report and responded to
Board inquiries.
Public Comment:
None
--End of Public Comment--
Page 8 of 35
5
Action: The Board received staff's update on the preparation and timeline
of the FY 2022-23 TBID Annual Report, which will be presented to City
Council on October 17, 2023. No formal action required.
5. TBID LIAISON REPORTS AND COMMUNICATION
5.a HOTELIER UPDATE – LIAISON REPORTS
Member Sandoval requested an updated list of hotel liaison assignments
for the Board Members.
5.b PCC UPDATE – LIAISON REPORT
Chair Pearce provided an update on PCC activities.
5.c VISIT SLO CAL UPDATE – LIAISON REPORT
Chair Pearce reported that Visit SLO CAL has not held a meeting since
the last update provided at the July 12, 2023 TBID meeting. He also
announced that Visit SLO Cal did a study on short term rentals on work
force housing, which is expected to be released by August 23, 2023.
5.d TOURISM PROGRAM UPDATE – STAFF REPORT
Tourism Manager Molly Cano provided an update on the tourism program.
6. ADJOURNMENT
The meeting was adjourned at 11:51 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for September 13,
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/2023
Page 9 of 35
Page 10 of 35
August 2023
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 71.22 82.36 74.40 193.08 230.06 204.78 137.51 189.47 152.36 -2.29 1.92 -0.99 -0.71 4.14 1.08 -2.99 6.15 0.07
City of Paso Robles 75.93 81.93 77.65 168.04 258.28 195.25 127.60 211.61 151.60 -5.02 -12.50 -7.40 11.23 -4.58 3.18 5.65 -16.51 -4.46
City of Pismo Beach 79.03 93.15 83.07 263.68 389.51 304.00 208.39 362.84 252.52 -3.64 2.94 -1.63 -3.26 -6.85 -4.14 -6.78 -4.11 -5.70
City of San Luis Obispo 83.20 90.30 85.23 177.14 260.56 202.40 147.38 235.28 172.50 0.81 -0.87 0.29 -1.11 -2.88 -1.96 -0.31 -3.72 -1.67
City of Morro Bay 76.74 86.86 79.63 157.30 233.84 181.15 120.71 203.12 144.25 -3.46 -4.39 -3.75 2.10 0.82 1.49 -1.43 -3.60 -2.32
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 71.57 78.66 73.60 196.05 213.31 201.32 140.32 167.80 148.17 3.20 1.56 2.70 3.01 -0.13 1.93 6.31 1.43 4.68
City of Paso Robles 74.11 74.03 74.08 164.79 250.49 189.26 122.13 185.42 140.21 -3.22 -15.27 -6.99 10.87 -2.90 3.48 7.31 -17.72 -3.76
City of Pismo Beach 79.71 83.93 80.91 258.26 360.45 288.55 205.85 302.52 233.47 5.16 -0.42 3.44 -0.76 -5.87 -3.18 4.35 -6.27 0.15
City of San Luis Obispo 76.98 80.67 78.03 168.93 238.59 189.50 130.03 192.48 147.87 -0.99 -7.08 -2.87 0.06 -6.85 -3.21 -0.93 -13.45 -5.99
City of Morro Bay 73.60 82.24 76.07 158.94 224.17 179.09 116.98 184.37 136.23 -1.68 -2.68 -1.99 3.55 -0.22 1.97 1.81 -2.89 -0.06
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 69.47 76.98 71.62 193.38 217.23 200.70 134.35 167.23 143.74 0.57 -1.37 -0.03 0.43 -1.30 -0.21 1.00 -2.65 -0.24
City of Paso Robles 70.54 75.10 71.85 169.47 264.25 197.78 119.55 198.46 142.09 -11.96 -18.54 -14.03 8.42 -3.05 2.50 -4.55 -4.55 -11.88
City of Pismo Beach 70.43 85.26 74.67 269.20 403.12 312.89 189.60 343.70 233.63 -4.27 -2.98 -3.85 -0.01 -1.69 -0.59 -4.28 -4.28 -4.42
City of San Luis Obispo 73.48 82.78 76.13 171.18 251.89 196.25 125.78 208.51 149.42 1.51 -6.79 -1.22 -1.33 -7.66 -4.81 0.17 0.17 -5.97
City of Morro Bay 71.30 82.35 74.45 190.90 290.18 222.28 136.11 238.96 165.50 -4.45 -6.23 -5.02 -1.04 -3.03 -2.06 -5.44 -5.44 -6.97
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 65.46 74.51 68.05 181.23 201.62 187.60 118.63 150.23 127.66 -2.82 -1.72 -2.48 -1.05 -2.16 -1.40 -3.83 -3.85 -3.84
City of Paso Robles 68.38 71.14 69.17 161.58 235.17 183.20 110.49 167.29 126.72 -10.16 -18.61 -12.82 9.71 -5.66 2.13 -1.43 -23.21 -10.96
City of Pismo Beach 64.57 81.17 69.32 235.47 329.86 267.05 152.05 267.75 185.11 -4.90 0.06 -3.30 1.84 -7.05 -1.53 -3.15 -7.00 -4.78
City of San Luis Obispo 66.99 83.21 71.63 160.83 238.52 186.62 107.74 198.48 133.67 -3.55 1.85 -1.83 3.62 2.15 3.53 -0.06 4.04 1.64
City of Morro Bay 60.83 77.31 65.54 151.86 204.73 169.67 92.37 158.27 111.20 -16.38 -5.94 -13.13 -2.49 -4.51 -2.49 -18.46 -10.19 -15.29
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 61.53 78.20 66.29 176.66 210.33 188.01 108.69 164.48 124.64 -0.17 -2.51 -0.97 0.83 -1.91 -0.34 0.65 -4.37 -1.30
City of Paso Robles 57.10 81.02 63.94 148.91 270.41 192.90 85.03 219.09 123.34 -12.91 -9.56 -11.73 8.39 -0.64 4.26 -5.61 -10.14 -7.97
City of Pismo Beach 57.63 81.86 64.55 207.28 380.23 269.94 119.46 311.25 174.26 -1.64 -6.13 -3.32 2.27 -6.66 -3.27 0.60 -12.39 -6.48
City of San Luis Obispo 55.00 83.51 63.15 149.03 257.65 190.08 81.97 215.17 120.03 -4.47 -3.06 -3.94 2.65 -2.61 0.10 -1.93 -5.59 -3.84
City of Morro Bay 54.14 81.00 61.82 130.61 222.20 164.90 70.71 179.98 101.93 -12.53 -5.63 -10.07 -1.84 -4.75 -2.32 -14.13 -10.12 -12.15
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
For the Week of August 27, 2023
to September 02, 2023
For the Week of August 20, 2023
to August 26, 2023
For the Week of August 13, 2023
to August 19, 2023
For the Week of August 06, 2023
to August 12, 2023
For the Week of July 30, 2023 to
August 05, 2023
Page 11 of 35
Page 12 of 35
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 2023-24
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$ 1,241,560$ -4.5%
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$ -100.0%
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$ -100.0%
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$ -100.0%
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$ -100.0%
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$ -100.0%
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$ -100.0%
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$ -100.0%
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$ -100.0%
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$ -100.0%
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$ 910,444$ -100.0%
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$ 1,147,826$ -100.0%
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$ 10,986,373$
2022-23 2023-24 Change +/-2022-23 2023-24 Change +/-2022-23 2023-24 Change +/-
July 82.6 83.5 1.1%206.04 199.85 -3.0%170.2 166.97 -1.9%
August 74.6 -100.0%208.57 -100.0%155.58 -100.0%
September 71.9 -100.0%212.43 -100.0%152.78 -100.0%
October 69.6 -100.0%202.21 -100.0%140.73 -100.0%
November 62.1 -100.0%185.60 -100.0%115.19 -100.0%
December 54.2 -100.0%167.13 -100.0%90.6 -100.0%
January 50.4 -100.0%136.70 -100.0%68.90 -100.0%
February 66 -100.0%157.11 -100.0%103.64 -100.00%
March 64.1 -100.0%159.05 -100.0%101.91 -100.00%
April 74.0 -100.0%188.24 -100.0%141.32 -100.00%
May 67.5 -100.0%181.38 -100.0%122.36 -100.00%
June 74.2 -100.0%206.77 -100.0%153.52 -100.00%
Total/Average 67.60 -0.92 184.27$ -0.92 126.39$ -0.92 Updated: 09/08/2023
Occupancy ADR RevPAR*Figures from Smith
Travel Research Report
TOT Comparison
Page 13 of 35
Page 14 of 35
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2023
PR ACTIVITY
Implementation/Proactive Work
Hosted travel writer Eileen Ogintz's upcoming visit in partnership with DCI
Hosted travel writer Lina Lecaro's upcoming visit in partnership with DCI
Continued planning for travel writer Tony DiSilva's upcoming visit
Begin planning for travel writer Brittany Leitman's upcoming visit in partnership with Visit Morro Bay & Visit Carmel
Began drafting communications/PR copy and strategy for ARTober
Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign
Responsive leads
Pitched fall-themed "Festivals & Events", "Harvest", "Viticulture/CA Wine Month", "Oktoberfest", "Parks/Outdoor" and "Halloween" story ideas to CCTC
Pitched "What's New in Sustainability", "Sustainability Heroes", "Autumn Awe" and "California Surfing Day" story ideas to Visit California
Partnerships
Met with Rachel Lackmann from Downtown SLO
Began planning ARTober in partnership with the City, DCI, Verdin & Badger Branding
Onboarded new DCI PR representative Siobhan Chretien
Participated in 2023-24 Visit SLO strategic planning in partnership with the City, DCI, Noble Studios & Badger Branding
Attended a Verdin/SLO City brainstorm on Neighborhood Maps communication and implementation
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
LA WEEKLY LET’S GO TO SLO: THE KITSCHY COOL OF MADONNA INN AND DOWNTOWN SAN LUIS OBISPO 1,671,756.00 $15,463.00 Cultural HOSTING IN PARTNERSHIP W/DCI
OUT TRAVELER This California Coastal Gem is the Perfect Place to Wine, Dine, and Unwind 78,000.00 $5.96 Cultural FAM HOSTING IN PARTNERSHIP W/DCI
ARCA MAX Taking the kids: When a grown daughter and her pooch join the fun 1,754,000.00 $58.31 Family HOSTING IN PARTNERSHIP W/DCI
BALTIMORE SUN Taking the kids: When a grown daughter and her pooch join the fun 2,224,000.00 $413.40 Family HOSTING IN PARTNERSHIP W/DCI
CITIZEN ONLINE Taking the kids: When a grown daughter and her pooch join the fun 103,000.00 $6.87 Family HOSTING IN PARTNERSHIP W/DCI
CHICAGO TRIBUNE Taking the kids: When a grown daughter and her pooch join the fun 6,420,000.00 $1,879.09 Family HOSTING IN PARTNERSHIP W/DCI
TRIBUNE CONTENT AGENCY Taking the kids: When a grown daughter and her pooch join the fun 57,000.00 $5.78 Family HOSTING IN PARTNERSHIP W/DCI
WESTERN HORSEMAN California's Ranching Roots 26,000.00 $1.45 Culinary MEDIA HOSTING
PRIDE JOURNEYS Which California Wine Vibe Fits Your Personality? 2,000.00 $0.54 Beer/Wine RESPONSIVE PITCHING
NEW YORK TIMES California Today 136,954,969.00 $131,496.75 Culinary
LA WEEKLY Fast Times at SLOMA 1,263,000.00 $140.23 Cultural
MATADOR This California Road Trip Takes You To Some of the State's Most Sustainable Wineries 1,698,000.00 $408.93 Beer/Wine
MATADOR This Central California Winery Hosts the Best Lobsterfest on the West Coast 1,698,000.00 $408.93 Beer/Wine
AFAR 8 Train Rides Around the World That Immerse You in Gorgeous Landscapes 643,000.00 $147.96 Sustainability
BLOGARAMA San Francisco To Los Angeles 117,000.00 Cultural
BON TRAVELER The Ultimate Central California Coast Road Trip Itinerary 81,000.00 $6.19 Cultural
TRAZEE TRAVEL 5 Upcycled Motels Bring Boutique Flair to California 6,000.00 $0.61 Cultural
NEW TIMES A saunter through SLO Public Market's first spicy food festival called Bringin' on the Heat 45,000.00 $4.29 Culinary
NEWSBREAK This Local Café in California Has Just Been Named the Best Independent Coffee Spot in the State 2,390,000.00 $78.06 Culinary
MONEY TALKS NEWS ONLINE 7 of the Best Places for Retiring in California 1,086,000.00 $40.51 Cultural
52 PERFECT DAYS California Central Coast Road Trip Itinerary 27,000.00 $1.71 Cultural
TINY BEANS These Over-the-Top Themed Hotel Rooms Will Totally Take You Away 937,000.00 $81.06 Cultural
TOTALS
22 159,281,725.00 $150,649.63
TOTAL YTD 141,370,946.00 $13,423.20
22 300,652,671.00 $164,072.83
Page 15 of 35
Page 16 of 35
Report to City of SLO – TBID
Guest Services Contract
August 2023
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
August
2022
August
2023
Calls to
1-877-SLO-TOWN
20 21 24 21 102 86
Hotel Availability Tracker Week
1
Week
2
Week
3
Week
4
August
2022
August
2023
Email Response 29 31 25 33 95 118
Phone Calls to
Hotels
103 98 100 96 427 397
Hotel Referrals Week
1
Week
2
Week
3
Week
4
August
2022
August
2023
Visitors Served
(walk-ins)
2,045 1,858 1,801 1,382 6,294 7,086
Guests Served
(via phone and
digitally)
396 414 461 487 1,732 1,758
Hotel Rooms
Referred
245 224 222 202 1,608 893
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Agency Report ·August 2023
SLO-TBID
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Agency Repor t
August Activity &Performance
What’s Ahead:
●Quarterly Marketing Plan FY23-24:
Visit SLO - 30/60/90 Marketing Plan - FY23-24
Paid Media
Overall,there was a significant YoY decrease in paid media spend during the month of August as
last year we ran the Summer Midweekend promotion from July-August to support with driving
increased visitation during an anticipated need period.Below is the overview of August paid media
performance broken out by channel.
Despite a 45%decrease in cost YoY,paid search drove 18,653 impressions (-50%decrease YoY),
2,302 clicks (-60%decrease YoY),a 12.34%CTR (-20%decrease YoY),a 35.63%conversion rate
(+41%increase YoY)and 4,170 sessions (74%decrease YoY)while driving 568 hotel referrals
(+113%PoP),120 homestay referrals (+140%PoP),and 80 things to do referrals (+60%PoP).
In August,we ran an experiment on the Pet-Friendly Hotels campaign where we changed the landing
page to lead to the Pet-Friendly Hotels page instead of the standard hotels page.This experiment
resulted in a 63.72%increase in conversion rate and a 62%decrease in cost/conversion.
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Paid social drove 702,446 impressions,308,745 users reached,and 10,736 clicks across
Facebook and Instagram with a 1.53%CTR for FB/Instagram (a 48%increase YoY)for 4,643
sessions (a 37%decrease YoY)while driving 2 hotel referrals,and 1 things to do referral at a 75%
decrease in cost YoY.
Display drove 1,151,664 impressions (a 69%decrease YoY),6,100 clicks (a 62%decrease YoY),a
0.53%CTR (a 23%increase YoY),and 9,243 sessions (a 21%increase YoY)while driving 24 hotel
referrals,7 homestay referrals,7 things to do referrals,and 5 newsletter signups,at a 61%
decrease in cost YoY.
Video campaigns drove 148,204 impressions (a 47%decrease YoY),1,307 clicks (a 74%increase
YoY),a 0.88%CTR (a 230%increase YoY),and 591 sessions (a 38%decrease YoY)while driving 1
things to do referral,at a 59%decrease in cost YoY.
Proactively monitored and optimized paid media placements ($17,170 spend).
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Email Marketing
Total Emails Sent:1
Audiences Reached:Monthly Newsletters Subscribers
Recipients:29,737
Opened Emails:12,943
Open Rate:44%
Average Open Rate for All Emails:39.6%
Number of Website Sessions:571
Average Session Duration:5:25
Pages /Session:2.58
Engagement Rate:64%
Total Hotel Referrals:19
Total Homestay Referrals:5
Total Things to Do Referrals:5
Search Engine Optimization (SEO)&Content Creation
Organic search traffic decreased 14%period-over-period and decreased 45%year-over-year.The
decrease in sessions can be attributed to a variety of factors including,a natural decrease in traffic
when comparing UA to GA4 data (many clients have seen up to a 20%YoY decrease),the launch of
the new site (fluctuations after a website redesign are common and often will resolve themselves
after a few weeks or a couple of months,usually determined by the size of the website),and the
Summer Midweekend promotion running the previous year.Period-over-period organic hotel
partner referrals increased 42%,homestay partner referrals decreased 8%and things to do referrals
increased 21%.PoP Avg Session Duration remained steady,engagement rate decreased 3%,and
pages per session increased 12%.
Page 1 keywords increased by 20%PoP,and total keywords increased by 11%.In August,we saw
additional positive PoP growth of ranked keywords for many of the pages we have optimized,
including a 22%increase to the Movie Theaters page and an 11%increase to the Homepage.We are
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continuing to monitor SEO performance across all of our pages since our new website launched in
July.
●SEO Optimizations completed
○Page Optimization:Dinner
○Net New Page/Prompt:Lunch
Blog Posts
Created new pages on the site:
●Sustainable SLO Itinerary (Hotel Focused)
●New to SLO (Business Highlights)
Website
The website saw a 5%decrease in sessions period-over-period and a 47%decrease YoY;for a total
of 46,854 sessions in August.Despite the decrease in sessions,engagement metrics have
increased.The engagement rate averaged 49%,with the highest engagement coming from organic
search and email.Pages/session increased by 1%PoP,and average session duration decreased by
12%with an average duration of 2:07.The largest increases in traffic PoP came from Paid Search
and Display.Total partner referrals are up 32%PoP,with Hotel Referrals up 40%PoP,Homestay
referrals up 15%,and Things to Do referrals up 25%.Across all channels,conversion rate is up 29%
PoP.
●Monthly Web Maintenance Items
○Plugin updates
○New image size to target mobile heroes
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○Fixed an issue that was causing hero images to lazy load
○Noble website design credit added to footer
Web Retainer
August 2023
Task Hours Accomplishments
Monthly Maintenance,
Coordination,and
Management
15 Category Updates,SLO Days,Blog Post updates,Adding in new
stakeholders and update to stakeholders,Chamber Auto Script,
Coordination and project management
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Creative Services
August 2023
Task Hours Accomplishments
Monthly Maintenance,
Coordination,and
Management
14.75 Cal Poly Ads,Brand Book updates,Swag updates,Marketing Plan
Updates
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PR,Media,And Influencer Relations
Proactive Pitch Development:
●California Wine Month -Airport District
●Public Art:Art After Dark,SLOMA
Proactive/Reactive Pitching and Outreach:
●Rachel Paley,Wine Enthusiast
●Carmen Varner,All Getaways,Best Weekend Getaways in California Within 5 Hours of San
Diego
●Ali Walansky,Forbes,National Cheeseburger Day
●Sharael Kolberg,Thrillist,Top Neighborhood Guides
●Victor,Creators Syndicate,Edutourism
●Carmen,San Diego Magazine
●Emily Kaufman,The Travel Mom (GMA,KTLA,Kelly Clarkson Show)
●Carmen Varner,All Getaways
●Rich Thomaselli,TravelPulse,U.S.Wine Destinations
●Scott Hartbeck,TravelPulse,Summer Destination Standouts
●Elaine Glusac,AARP,Affordable Labor Day Getaways
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Hosted Media Visit or Influencer Partnerships (5-6 visits/partnerships in 2023-24)
●Individual Media Visits -2 Complete
○Lina Lecara,LA Weekly,August 2-4
○Eileen Ognitz &Andrew Yemma,Taking the Kids,August 9-11
●Upcoming Individual Media Visits
○Alexa Mellardo,Eat this,Not That!,Dates TBD
○Erica Zazo,Backpacker Magazine,Dates January TBD
DCI’s All Client Pitch Initiative
Proposed:(4-6 pitches throughout 2023-24)
Progress:
3 Complete:Ar t Travel (June 2023),What’s New in 2024 (July 2023),Hispanic
Heritage Month (August 2023)
1 In Progress:Foodie Destinations (September 2023)
DCI 2022-23 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/1X5vv8eqMyV4HSLq4nod-fio_XtbqSyap54Hau1w
V7yY/edit?usp=sharing
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August 2023
ORGANIC SOCIAL REPORT
Date: 09/13/23Page 29 of 35
Followers: 25,681 ( 1.8 %)
Total Follower Gain: 460
Total Posts: 173
Total Impressions: 312,789 ( 2.8%)
(includes both organic & paid)
Total stories: 148
Total Engagements: 11,318 ( 1%)
Engagement Rate: 3.62% ( 3.72%)
INSTAGRAM
TOP POSTS:
In August, we are seeing a continuous increase in audience. We saw a very small decrease in engagement and engagement
rate, due to changing Ticket Tuesdays to every other week instead of weekly as in previous months, however this engagement
rate is still on par with industry standard.
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Page Fans: 97,386 ( 0%)
Total Net Audience Growth: 1
Total Posts: 21
Total Impressions: 756,669 ( 10.6 %)
Total Organic: 33,247 ( 12.6%)
Total Engagements: 12,899 ( 10.2%)
Engagement Rate: 1.7 % ( 18.4%)
FACEBOOK
TOP POSTS:
In August, we saw a decrease in engagements and engagement rate. The videos did not perform as well as we’re
accustomed to on Facebook. We attribute this to the time of year (back to school, busier schedules). Giveaways are
typically pretty popular as well, and we cut back Ticket Tuesdays by 50%, which may have also contributed.
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Followers: 53
Total Net Growth: 1
Total Posts: 3
Total Impressions: 1.4K ( 26%)
Total Saves: 2 ( 0%)
Engagements: 19 ( 65%)
Total Audience: 800 ( 33%)
Engaged Audience: 25 ( 16%)
In August, we saw an increase in audience, although a decrease in our engaged audience. This may be due to the
“clickability” of our content. We will be integrating more enticing pins with links to to raise that engagement rate.
TOP POSTS:
PINTEREST
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Total Audience: 167 ( 42.9%)
Total Posts: 4
Page Views: 34 ( 8%)
Impressions: 174 ( 72%)
Engagements: 14 ( 71%)
Engagement Rate: 6.6 % ( 16.%)
LINKEDIN
TOP POSTS:
This month we had a decrease in impressions, engagements, and page views. We believe this is because of the end of
summer travel season. We did have an increase of 10 new followers, which is positive growth.
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WHAT WE WORKED ON THIS MONTH:
- Outdoor Lifestyle Focus
- Keys for Trees Grid Post
- POV: Hiking Terrace Hill Reel (6k+ views)
- Summer Season To Dos / Events
- Concerts in the Plaza, Picnic Spots in SLO, Hikes in SLO,
Summer Weather in SLO
-Back to School (Sustainable Local Shopping)
-New Businesses in SLO (Evergreen Campaign)
- Ticket Tuesday Giveaways (The Pad SLO, Sunset Drive-In)
- Continue Shift in Concentration back to Reels
- “Hidden Gem Hike” (69.2k Views)
- ”Tacos in SLO ” (26.1k views)
- “Plant Based Food in SLO” (19.9k views)
- San Luis Obispo Weekly Events Snapshot Story
-Collaborations with @SLOCAL and @downtownslo Page 34 of 35
SEPTEMBER’S FOCUS:
- California Wine Month
- Back to School (Cal Poly)
- Events- Oktoberfest, Makers at the Market, Farmers’ Market
- Ticket Tuesday Giveaways (shifting to every other Tuesday)
-The Fremont Concert and Anam Cre Pottery Class
- Collaboration with @DowntownSLO
-Downtown Shopping Reel
- Reel Heavy Content
-Phoenix Books, Bakeries in SLO, Let’s Make Pasta, Best Ways to Explore
the Outdoors in SLO, ARTober
- Introduce ARTober and Piano in the Plaza
- Art Starts With Family Campaign (Verdin)
- Continue current event story round-up (San Luis Obispo Snapshot)
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