HomeMy WebLinkAboutItem 7a. Annual Report of the Tourism Business Improvement Distrct for FY 2022-23 Item 7a
Department: Administration
Cost Center: 1006
For Agenda of: 10/17/2023
Placement: Business
Estimated Time: 45 minutes
FROM: Greg Hermann, Deputy City Manager
Prepared By: Molly Cano, Tourism Manager
Jacqui Clark – Charlesworth, Tourism Analyst
SUBJECT: ANNUAL REPORT OF THE TOURISM BUSINESS IMPROVEMENT
DISTRICT FOR FY 2022-23
RECOMMENDATION
1. As recommended by the Tourism Business Improvement District (TBID) Board,
receive and approve the TBID Board’s annual report for FY 2022-23; and
2. Adopt a Draft Resolution of intention entitled, “A Resolution of the City Council of the
City of San Luis Obispo, California, declaring its intention to continue the San Luis
Obispo Tourism Business Improvement District, to continue the basis for and to levy
the assessment for the district, and to set a date for the Public Hearing on the district
and the assessment for 2023-24.”
POLICY CONTEXT
As referenced in the City’s Municipal Code, 12.42.060 and Sections 36530 and 36533 of
the State’s Parking and Business Improvement Law, the appointed TBID Advisory Board
is to submit an annual report that outlines the past year’s efforts and how the funding was
used and to what effect.
DISCUSSION
Background
In June 2008, the Council adopted Ordinance No. 1517 establishing a tourism business
improvement district as requested by the local lodging industry. The district was formed
under the State’s Parking and Business Improvement Law of 1989, sections 36500 et
seq. of the Streets and Highways Code and codified into the City’s Municipal Code under
Chapter 12.42.
Pursuant to Municipal Code Section 12.42.060 and Sections 36530 and 36533 of the
State’s Parking and Business Improvement Law, the appointed TBID Advisory Board is
to submit an annual report (Attachment A) that outlines the past year’s efforts and how
the funding was used and to what effect.
Page 205 of 250
Item 7a
Section 36534 further requires that after the approval of the annual report, the Council
shall adopt a resolution of intention (Attachment B) to levy an annual assessment for tha t
fiscal year. The resolution also sets a public hearing to receive any written or oral protests
against the continuation of the TBID as required by the applicable statute.
Annual Report
On September 13, 2023, the TBID Board met to finalize the 2022 -23 annual report for
recommendation to the Council. Public noticing for the TBID Advisory Board meeting was
performed through the posting of the agenda on the City’s website by 5:00 pm on
September 8, 2023. For convenience, the agenda was also distributed to TB ID
constituents and stakeholders via email. The annual report reiterates the use of the TBID
funds within the defined marketing platform that guides the strategy used to deliver on the
TBID’s objective and goals. The annual report’s contents include:
1. TBID Background and Advisory Body
2. 2022-23 Year by the Numbers
3. Strategic Plan Implementation and Program Approach
4. 2022-23 Summary of Activities
5. 2022-23 Financial Statement
6. Looking Ahead to 2023-24
7. Charts and Graphs showing various results
Next Steps
Should the City Council approve the annual report and adopt the resolution of intention,
a public hearing will be noticed for November 7, 2023. The public hearing will allow
hoteliers to submit comments, voice concerns, and protest the assessment.
As set forth in Sections 36524 and 36525 of the California Streets and Highways Code,
the Council has the ability to continue the proposed citywide TBID at this public hearing,
unless oral or written protests are received from City hoteliers that pay 50% or more of
the proposed assessments. In that event, the Council cannot consider continuation of the
TBID in the City for at least one year.
Previous Council or Advisory Body Action
On September 13, 2023, the TBID Board approved the 2022 -23 annual report for
submission to Council and recommended the continuation of the TBID for fiscal year
2023-24 (Attachment C).
Public Engagement
This item is on the agenda for the October 17, 2023 Council Meeting and will follow all
required postings and notifications. Legal notices regarding the Council’s review and
consideration of the TBID annual report were published in the New Times and mailed to
TBID properties on October 5, 2023. For convenience, the link to the agenda was also
distributed to TBID constituents and stakeholders via email. The public may have an
opportunity to comment on this item at or before the meeting. All Advisory Body Meetings
for the TBID were noticed in accordance with Brown Act standards.
Page 206 of 250
Item 7a
ENVIRONMENTAL REVIEW
The California Environmental Quality Act does not apply to the recommended action in this
report, because the action does not constitute a “Project” under CEQA Guidelines Sec.
15378.
FISCAL IMPACT
Budgeted: Yes Budget Year: 2022-23
Funding Identified: Yes
Fiscal Analysis:
Funding
Sources
Total Budget
Available
Current
Funding
Request
Remaining
Balance
Annual
Ongoing
Cost
General Fund $N/A $ $ $
State
Federal
Fees
Other:
Total $N/A $ $ $
There are no financial impacts directly associated with this item. As of the report publish
date of October 10, 2023, the estimated (unaudited) Transient Occupancy Tax (TOT)
revenue in FY 2022-23 is $11.03 million, or significantly over the $8.6 million budgeted in
the FY 2022-23 Supplement. This is largely due to very strong revenues during the first
and fourth quarters of the fiscal year and resulted in a significant increase over budgeted
TBID Assessment Revenue for FY 2022-23. TBID Assessment Revenue is calculated at
20% of TOT receipts and as a result of the increased TOT receipts, TBID Assessment
Revenue is estimated to end the year $479,600 over budget.
In 2023-24, the TBID projected revenue is $2,140,800 and is budgeted for program costs
including staffing. Of that, the City will retain approximately $42,816 - roughly 2% of 2023-
24 TBID Assessment Revenue - to cover the City’s administrative costs associated with
collecting and disbursing the assessment.
ALTERNATIVES
The Council may choose to not approve the report or levy the assessment. This action
is not recommended as the advisory body has fully reviewed the report and recommended
the approval to Council to move forward with the Public Hearing for the TBID.
ATTACHMENTS
A – SLO TBID 2022-23 Annual Report
B – Draft Resolution of Intention to continue the SLO TBID
C – TBID Draft Minutes from September 13, 2023
Page 207 of 250
Page 208 of 250
SLO TBID ANNUAL REPORT
2022-2023 Page 209 of 250
Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Advisory Body . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Advisory Body Bylaws . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
2022-23 Year By The Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Strategic Plan Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Constituent Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Diversity, Equity and Inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Sustainability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Marketing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Branding & Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Digital Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
Guest Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Strategic Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
Industry Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
2022-23 Awards & Accolades . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
Financial Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
Looking Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
TOT Chart For 2022-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
TOT Distribution For 2022-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
TOT Month To Month 2022-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
OCC Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
ADR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
REVPAR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
Strategic Imperatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
CONTENTS
Page 210 of 250
SLO TBID Annual Report 2022-23 3
In June 2008, the City Council adopted Ordinance 1517 establishing the Tourism Business Improvement District (TBID) in the City of
San Luis Obispo as requested by the local lodging industry . The assessment of 2% of gross receipts for the district became effective
on October 1, 2008 and the use of funds was defined in Section 12 .42 .030 of the Municipal Code as follows:
“This ordinance is made and enacted pursuant to the provisions of the Parking and Business Improvement Area Law of 1989
(Sections 36500 et . seq ., of the California Streets and Highways Code) . The purpose of forming the district as a business
improvement area under the Parking and Business Improvement Area Law of 1989 is to provide revenue to defray the costs of
services, activities and programs promoting tourism which will benefit the operators of hotels in the district through the promotion
of scenic, recreational, cultural and other attractions in the district as a tourist destination .”
The use of the assessment fund is based on the recommendation of the Tourism Business Improvement District (TBID) advisory board
that is composed of City of San Luis Obispo hotel owners, operators and/or managers . The board members are appointed by the City
Council and serve for an initial term of four years with the opportunity to serve a second term for a maximum of eight years .
2022-23 Tourism Business Improvement District Board
BACKGROUND
ADVISORY BODY
NAME PROPERTY APPOINTED TERM CONCLUDES
Clint Pearce *Madonna Inn May 2022 3/31/2026
LeBren Harris **Hampton Inn & Suites by Hilton April 2021 Resigned 3/24/23
Pragna Patel-Mueller Hotel Buena Vista April 2019 3/31/2023
Megan Taylor The Kinney SLO June 2022 Resigned 5/19/23
Lori Keller Apple Farm Inn June 2022 3/31/2026
Prashant Patel Vagabond Sept . 2022 3/31/2025
Lydia Bates **Hotel San Luis Obispo Sept . 2022 3/31/2024
Winston Newland Quality Suites April 2022 3/31/2027
Sandy Sandoval Embassy Suites SLO June 2023 3/31/2025
* Served as Chair for a portion of FY 22-23
** Served as Vice Chair for a portion of FY 22-23
Page 211 of 250
SLO TBID Annual Report 2022-23 4
In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further defined its role and
functions .
The functions and duties of the TBID Board shall include, but not be limited to, the following:
A . Planning a comprehensive program to promote tourism to the City of San Luis Obispo and prepare an annual marketing
program consistent with industry goals and objectives .
B . Developing advertising and promotional programs and projects to benefit the lodging industry in San Luis Obispo .
C . Presenting an annual assessment report to the City Council regarding implemented promotional programs and projects .
D . Performing any other lawful tasks as directed by the Council .
The TBID Board meets monthly on the second Wednesday at 10 a .m . for its regular board meeting . In fiscal year 2022-23, the TBID
Board continued holding a monthly special meeting, in addition to the regular board meeting . In total, the Board met 15 times for
regularly scheduled monthly meetings and special meetings during the fiscal year and held one member event - representing more
than 32 volunteer hours annually per board member .
ADVISORY BODY BYLAWS
Page 212 of 250
SLO TBID Annual Report 2022-23 5
In FY 2022-23, the City of San Luis Obispo once again collected a record-breaking figure of transient occupancy tax (TOT) totalling
$11 million . This number represents a 3 .6% increase in revenue compared to FY 21-22 and exceeded the City's adopted budget .
Continuing the FY 21-22 trend of reaching $1 million in revenue collection for a single month, this fiscal year the City produced five
$1 million revenue months including July, August, September, April and June . This incredible contribution of TOT revenue into the
City’s General Fund is one of the direct benefits from tourism for the City, as the full collection of TOT revenue is retained by the City .
Separately, the TBID retains the revenue collected through the TBID special assessment of 2%, which in FY 22-23 resulted in more
than $2 million - nearly $660,000 more revenue than initially projected .
The FY 2022-23 occupancy level in the city saw a slight increase of 1% compared to FY 2021-22, with an average annual occupancy
rate of 68% for the year . While this modest year-over-year growth illustrates the continued recovery of visitors returning to travel with
overnight stays in San Luis Obispo, when compared to occupancy in pre-pandemic years it is still about 2% below the 2018-19 fiscal
year when annual average occupancy for the city exceeded 70% for the year .
The growth of the Average Daily Rate (ADR) in San Luis Obispo slowed this year . In FY 2022-23 the annual ADR was approximately
$187, which on average is almost $9 less than the previous year, but still $33 more than the pre-pandemic year of 2018-19 for
comparison . The dip in ADR performance began in November and continued through June .
The last key indicator used by the TBID to gauge impact is RevPAR, defined as Revenue Per Available Room . In FY 2022-23 the annual
average RevPAR was also slightly down from the prior year at the rate of $128 .13 on average .
While these numbers present a snapshot of the status for lodging properties, the TBID Board also tracks visitation to the downtown
Visitor Center to represent foot traffic . In FY 22-23 the Visitor Center served approximately 827,000 guests, which is up by nearly 5%
compared to the previous fiscal year .
2022-23 YEAR BY THE NUMBERS
MEASUREMENT FY 2022-23 RESULT % CHANGE FROM FY 2021-22
TOT $11,034,001 .87 3 .6%
TBID $2,206,800 .37 3 .7%
Occupancy 67 .62%1 .0%
ADR $186 .59 -4 .5%
RevPAR $128 .13 -3 .4%
CHECK THE APPENDIX FOR COMPLETE GRAPHS (GRAPHS FOR TOT/ADR/REVPAR/OCC)
Page 213 of 250
SLO TBID Annual Report 2022-23 6
The TBID Strategic Plan serves as one piece of the framework for the direction and decisions made by the TBID Board for the tourism
program this fiscal year . As defined within the plan, the SLO TBID stewards the brand of San Luis Obispo and represents its lodging
partners, driving overnight stays by: telling the San Luis Obispo story via targeted marketing content and activities; serving as a
convener and subject matter expert for tourism conversations impacting the destination; and advancing strategic partnerships that
extend the reach and influence of the SLO TBID .
Through the plan, the TBID continues to focus on the fulfillment of the following five Strategic Imperatives:
• Elevate the SLO Brand and Experience
• Deliver Smart Growth
• Build Meaningful Partnerships
• Ensure Operational Excellence
• Foster Destination Resilience
Each of these imperatives contain objectives and initiatives that the TBID Board strives to achieve in the life of the plan . The examples
of the accomplishments pertaining to these Strategic Imperatives are highlighted throughout the annual report .
CHECK THE APPENDIX TO VIEW THE FULL STRATEGIC PLAN MATRIX
STRATEGIC PLAN IMPLEMENTATION
Page 214 of 250
SLO TBID Annual Report 2022-23 7
As a commitment to the imperative to “Ensure Operational Excellence” the TBID Board continued to support constituent relations
efforts in FY 2022-23 . To keep the lodging constituency abreast of all TBID business, the TBID Board was assigned properties to
laisse . Each board member was responsible for communication with their respective group of hotels and then asked to report their
findings during the “Hotelier Update” portion of each Board meeting agenda .
The TBID also leveraged the outreach support of the San Luis Obispo Chamber of Commerce’s (SLO Chamber) contracted services to
perform weekly lodging call-arounds and quarterly hotel visits . This resulted in 5,326 touch points with San Luis Obispo hotels through
phone calls, emails and property visits to distribute important visitor serving collateral .
In addition, this year the TBID hosted a partner reception to encourage constituent networking and an opportunity to hear important
information on TBID projects and programs . Attendees represented more than 20 of the 42 hotel properties, which was an impressive
turnout for the event . Nearly 90% of attendees requested that a similar event happen twice annually, and 100% of respondents to the
follow up survey stated that they are very likely to attend again .
Lastly, the TBID placed a large emphasis on constituent outreach and support through the VisitSLO .com redesign major project
initiated this year . Not only were constituents engaged in updating information for the site, but the TBID Board also invested in a major
photo project to professionally photograph all SLO city hotels . These photos will not only be used by Visit SLO, but also provided to the
lodging property at no cost .
CONSTITUENT RELATIONS
Page 215 of 250
SLO TBID Annual Report 2022-23 8
DIVERSITY, EQUITY AND INCLUSION
Visit San Luis Obispo shares in the global mission for inclusion and necessary change . Along with partner destination marketing
organizations like Visit SLO CAL, the TBID is committed to spreading the message that San Luis Obispo is a welcoming and safe
destination for all . As an ally, the TBID listens and continuously reflects to fully understand that demand for more direct action so that
all people can unequivocally feel welcomed here . It is in the TBID organization’s DNA to treat all persons equally, with dignity and
respect, regardless of race, religion, creed, color, national origin, ancestry, age, sex, sexual orientation, gender, gender identity or
disability status . The TBID is committed to sharing these values with everyone who travels to San Luis Obispo .
The TBID is committed to advance Diversity, Equity and Inclusion (DEI) through all work scopes, with representation being top of mind
as newcomers are invited to explore San Luis Obispo . DEI continued to show up within tourism efforts through:
• Partnering with GALA Pride and Diversity Center on supporting Central Coast Pride .
• Expanding diversity within TBID-owned marketing assets .
• Targeting more diverse audiences through paid media and public relations tactics .
Page 216 of 250
SLO TBID Annual Report 2022-23 9
SUSTAINABILITY
The TBID’s goal is to balance business and sustainability, helping make San Luis Obispo a must-stay destination while passionately
partnering to reach the city’s 2035 carbon neutrality goal . The TBID continues to show travelers how to enjoy SLO responsibly
by supporting the local community, protecting culture and heritage and leaving as light of an environmental footprint as possible .
Although tourism will never be completely sustainable, the TBID continues to prioritize making an impact in this space .
This year the Visit San Luis Obispo continued previous work efforts and made new commitments to advance sustainability and climate
action within the tourism efforts . A few highlights include:
• Creating cooperative partnerships with other City departments to establish a brand identity for the City's climate action work in a
visual representation . Using the Sustainable SLO mark established by the TBID, staff created designs to be used across “green”
initiatives from fleet to big belly trash receptacles .
• Continuing Keys for Trees, developed to offset the carbon impact from travel in the community . Through this program 1% of the
TBID’s projected revenue was directed To planting trees in San Luis Obispo as part of the Office of Sustainability and Natural
Resources’ program with EcoSLO . To date over 60 trees have been funded through the Keys for Trees program .
• Promoting off-season and mid-week travel through TBID’s promotional campaign The MidWeekend .
• Collaborating with Visit SLO CAL on countywide sustainability education including serving as partner in the destination spotlight for
the World Travel & Tourism Commission highlight the work of the City’s Climate Action programs and their intersection with tourism .
Page 217 of 250
SLO TBID Annual Report 2022-23 10
MARKETING ACTIVITIES
To ensure TBID marketing programs intercept travelers at all stages of their journeys, the TBID and team of agencies used different
marketing levers across that journey . This multi-pronged approach drove an efficient and effective conversion strategy . SLO brand
messages and areas of opportunity were adapted to tease potential travelers across the journey . In addition, looking across the
travelers’ journey also helped the TBID incorporate and account for fluctuations in travel behavior .
To implement complex marketing programs, TBID Board and staff worked closely with contractors, including marketing agency-of-
record Noble Studios, Public Relations agency DCI, the San Luis Obispo Chamber of Commerce for Public Relations and Guest Service
initiatives, as well as Content Marketing contractor Badger Branding for organic social media content and management .
• Aim to create
brand awareness &
connection
• Create shareable
content that inspires
travel
• Bring prospects to the
website to encourage
research and
discovery about what
makes the destination
special and unique
• Help prospective
travelers plan with
destination-specific
content
• Encourage travelers to
visit key stakeholder
pages to book & plan
their trip
• Keep the conversation
going to amplify our
message
• Utilize website to
plan in-destination
moments and
activities
• Find up-to-date safety
information
DREAMING PLANNING BOOKING EXPERIENCING SHARING
SERVICES
• Organic Social
• Paid Social
• Display Ads
• Email
• PR
• Influencers
SERVICES
• Website Experience
• Organic Search
• Paid Search
• Organic Social
• Paid Social
• Display Ads
• 3rd Party Ads
• Email
• PR
• Print
SERVICES
• Organic Search
• Paid Search
• Paid Social
• 3rd Party Ads
• Website Experience
• Email
SERVICES
• Website Experience
• Email
• Organic Social
SERVICES
• Organic Social
DREAMING PLANNING BOOKING EXPERIENCING SHARING
Page 218 of 250
SLO TBID Annual Report 2022-23 11
POSITION
(Distinctly stand out
among competition)
PROMISE
(Clear messaging and
identity that connects)
PURPOSE + PERSONALITY + PRINCIPLES
(United brand & culture)
BRANDING & CAMPAIGN
The TBID, known as Visit San Luis Obispo, manages the tourism brand for the destination of San Luis Obispo, delivering balanced
growth of tourism with creativity and integrity . The Visit San Luis Obispo brand supports the TBID’s initiatives to share the abundance
of SLO, drive growth for the lodging economy and serve as the voice of TBID stakeholders .
Page 219 of 250
SLO TBID Annual Report 2022-23 12
PURPOSE
HEARTS IN BEDS
If putting “heads in beds” is our business purpose, putting
“hearts in beds” is our brand purpose . We live to share all that
San Luis Obispo stands for so we can emotionally connect with
and welcome people who will fall in love with our community in
such a way that they actually become part of it, caring for it like
they live here and returning time and time again .
PROMISE
A CHANCE TO LIVE THE SLO LIFE
The “SLO Life” is a deep breath that releases life’s pressures .
It’s a change of pace . It’s a fresh take . It’s a warm embrace . It’s
a feeling of comfort and calm in a welcoming place filled with a
special energy, connection, creativity and a wholehearted spirit .
You can feel the “SLO Life” wrap its arms around you and pull
you close . It’s tangible . And you’ll never want to let that feeling
go, so you live the “SLO Life” to its fullest while you’re here and
take a piece of it with you when you head back home .
POSITION
HOMEBASE AWAY FROM HOME
You don’t just visit SLO on vacation, you become part of our
community and culture, an honorary local . The welcoming waves
hello, neighborly nods and small-town California charm instantly
make you feel comfortable and allow you to start living the “SLO
Life .” As you immerse yourself in our city, you bond with it and
start to feel a sense of belonging that blends with the beauty of
life’s stresses being released because you’re away–it truly feels
like a home away from home . And with the beaches, iconic sites
and stunning beauty of the world-class Central Coast nearby, it’s
also an incredible homebase during your vacation . SLO is the
ideal homebase away from home .
Page 220 of 250
SLO TBID Annual Report 2022-23 13
In FY 22-23, the TBID Board adopted a new brand book . This guide describes what the destination marketing organization stands for,
how it benefits travelers and locals, and why it stands out in a crowded travel marketing space . It contains the brand’s essence and
spirit, as well as how it can be brought to life visually, verbally and culturally, plus messaging guidelines, philosophies and beliefs .
If putting “heads in beds” is TBID’s business purpose, putting “hearts in beds” is its brand purpose . As is quoted in the brand book,
“We live to share all that San Luis Obispo stands for so we can emotionally connect with and welcome people who will fall in love with
our community in such a way that they actually become part of it, caring for it like they live here and returning time and time again .”
This brand book is an essential tool of the Visit San Luis Obispo because it helps to align and guide the way SLO is shared, marketed
and depicted by the the wider team of contractors, as well as the hoteliers in tying their properties to the brand .
BRANDING & CAMPAIGN
Page 221 of 250
SLO TBID Annual Report 2022-23 14
WEBSITE
SEO
↑
33%
Overall Traffic YoY
↑
15%
Organic Traffic
5%
Bounce Rate
↑
46%
Organic Hotel Referrals
↑
74%
Organic Homestay Referrals
↑
34%
New Users YoY
5%
Things to Do Partner Referrals YoY
↑
68%
Hotel Partner Referrals YoY
VisitSLO .com is the City’s official tourism website and the primary marketing tool used to represent the destination . It is designed
mainly for consumers, but also serves the travel trade, meeting planners, TBID members and media .
The website is the cornerstone of all our marketing efforts: everything flows to or from the website . Because of its paramount
importance, the TBID invested in a full redesign of the site in FY 22-23 . With a mobile first experience in mind, the website
has been optimized for a seamless user experience that helps potential visitors research and plan their trips, and helps locals
discover more of what’s in their backyard . The website also includes updated imagery of key stakeholders, a refreshed event
calendar and an interactive neighborhoods feature inviting users to visit all corners of SLO . The site was launched in July 2023
shortly after the turn of the fiscal year; however, nearly all of FY 22-23 included work to achieve the site redesign outcome .
Search Engine Optimization (SEO) ensures the relevancy and success of the TBID’s website . Building website authority improves
VisitSLO .com’s positioning and findability on search pages . By developing depth of content and optimizing existing content, VisitSLO .
com saw increased organic traffic to optimized pages and encouraged users to engage with the website by improving user experience . ↑↑
Page 222 of 250
SLO TBID Annual Report 2022-23 15
DIGITAL MEDIA
Digital media efforts in FY 22-23 were focused on driving overnight stays . Using up-to-date research surrounding traveler sentiment,
media consumption patterns and booking behavior as a guide, media was continually evaluated and shifted . Goals included:
• Delivering a paid media strategy that focuses on converting potential travelers with lower funnel tactics .
• Strategically managing spend, efficiently and effectively to maximize budget .
As a result, when compared to the same channels in FY 21-22, VisitSLO .com saw growth in awareness, traffic and conversions with a
34% increase in budget . This year, we introduced SLO International Film Fest and Central Coast Pride targeted campaigns .
↑
63%
Paid Traffic YoY
52.1 MIL
Paid Impressions
14.46%
Paid Search CTR Benchmark 4 .68%
1.24%
Paid Social CTR Benchmark 0 .90%
↑
145%
Paid Homestay Referrals YoY
↑
73%
Paid Hotel Referral YoY
EMAIL MARKETING
In FY 22-23, the Visit San Luis Obispo launched an email project to more deeply engage subscribers . The purpose of the project was
to better understand the interests of the subscribers in order to tailor the email . The first step of the project included the design and
development of a new email template which incorporated the new brand visual identity and design optimizations to encourage more
engagement and clicks to VisitSLO .com . Following the new template, new monthly targeted emails were sent to specific segments to
directly appeal to defined interests and connect readers with the information on San Luis Obispo they most desired . The next portion
of the project included the creation of an email “Welcome Series” for new subscribers to capture their interests and segment them into
content based groups .
With all this information, Visit San Luis Obispo continued to send timely and relevant newsletters to subscribers to deepen brand
loyalty, and keep San Luis Obispo top of mind as a destination . As a result, the TBID saw increases in open rate in the emails sent
this year which is attributed to A/B testing and more targeted, personally relevant and engaging emails .
↑
37%
Avg . Newsletter Open Rate
1.9%
Avg . Click Rate
3,668
New Subscribers Added in the Last Year
34
Emails sent in total
(Including brand research outreach,
additional MidWeekend promotions, etc .)↑Page 223 of 250
SLO TBID Annual Report 2022-23 16
PRINT ADVERTISING
Selected print advertising placements were continued in the TBID’s media mix for FY 22-23 . Traditional print campaigns are an
important tool to reach niche market visitors primarily in the mature demographic and to reinforce travel inspiration while building
brand awareness for the destination .
Placements Included:
• Visit SLO CAL Visitors Guide
• SLO Chamber Visitors Guide
• SLO Life Journal
• Cal Poly Athletics Program Ad & Visiting Team Guide Insert
• Central Coast Tourism Council Map
• Visit California Visitors Guide
• Visit California Road Trips Guide
• San Diego Magazine Placement
SLO Life Ad
San Diego Magazine Placement
Page 224 of 250
SLO TBID Annual Report 2022-23 17
SOCIAL MEDIA
TBID’s social media – aka ShareSLO – is a platform for locals and visitors alike to connect with, as well as find inspiration and
information about, San Luis Obispo . The goal of the social media program is optimizing TBID’s efforts and further establishing clear
value to follow across all social media . Through the implementation of the brand book, ShareSLO has begun to reposition Visit San
Luis Obispo on certain social media channels like Facebook .
Some of the dedicated highlighted work included:
• Maintaining updated reels covers for a sleek, uniform appearance and easy navigation
• Multiple organic viral reels: MidWeekend Giveaway (202k), Wes Anderson (66 .2k), A Night Out Reel Collaboration with Visit SLO CAL
(82 .8k)
• Reinstating Ticket Tuesday Giveaways to increase engagements and reach, involve the community, and gain followers
• Continuous steady follower growth – 54 .4% YoY increase on Instagram and 127% YoY increase on Facebook
• Weekly Snapshot stories including local businesses to increase exposure and create a one-stop local event update for visitors
• Enhancing the “always on” approach with high-frequency sharing on Instagram stories
QEAC
Visit San Luis Obispo Social Media Channels
Page 225 of 250
SLO TBID Annual Report 2022-23 18
PUBLIC RELATIONS
In FY 22-23, the TBID Board continued the public relations contract efforts, including a joint contract between the TBID and
Promotional Coordinating Committee (PCC) with the San Luis Obispo Chamber of Commerce . The TBID also continued with the
national public relations agency, DCI . On behalf of the City’s Community Promotions program, the SLO Chamber is responsible for
establishing professional relationships with local and regional strategic partners and journalists to build and maintain awareness of
San Luis Obispo as an ideal place to live, play and stay . Then, to further expand the proactive destination Public Relations efforts, DCI
is responsible for national media relations .
Visit San Luis Obispo’s public relations efforts resulted in dozens of individual media visits and two themed group press trips – one
on Transformative Travel, and another focused on Arts and Culture . The goal for PR in FY 22-23 was to curate fresh, unique content
to continue inspiring travel, as well as generate and secure media leads that speak to our target audiences (including drive markets) .
The contractors also built and strengthened relationships with key media on behalf for San Luis Obispo, a catalyst for generating
awareness of the destination and its diverse experiences .
Overall, as a result of the overall Public Relations efforts, in FY 22-23 San Luis Obispo received more than 210 mentions in media
articles, of which 57 placements were attributed to the proactive work . Top media coverage included the Los Angeles Times, The Daily
Beast, and Forbes . In addition, with sustainability being a key message for the destination, stories featuring the sustainability work in
SLO earned coverage in AFAR and on NBC . And given the importance of community with travelers, Visit San Luis Obispo secured the
USA Today’s nomination for “10 Best Public Squares” with Mission Plaza wining the #5 spot nationwide .
1.9 BIL
Circulation
61 MIL
Media Impressions
$18.2MIL
Ad Equivalency
549/1212
Qualitative Score
101
Total Number of Placements
82 OUTLETS
14% MWM List Penetration
Page 226 of 250
SLO TBID Annual Report 2022-23 19
PROMOTIONS
This year Visit San Luis Obispo continued the Midweekend promotion to drive midweek stays . The MidWeekend supports the strategic
imperative to Deliver Smart Growth, as well as aligns with destination stewardship and sustainability efforts by encouraging travel
outside peak periods .
The MidWeekend
Why should weekends get all the fun? When you Live the SLO Life, every day feels like Saturday . We call it the MidWeekend .
In the spring of 2022, the MidWeekend promotional campaign was launched to help drive midweek stays in the City of San Luis
Obispo . During FY 22-23, the campaign went on to introduce two evolutions: one in the summer (July 1- August 31, 2022) and another
in the spring (February 1-March 31, 2023), driving visitation during identified need periods . Visitors were offered $100 cash when they
booked two nights between Sunday and Thursday . The promotional campaign was integrated into the existing paid media plan with
a focus on reaching our outdoor, relaxation, wine and dine, and retargeted audiences, sending potential travelers to the Midweekend
landing page to get direct access to information on the special offer .
Page 227 of 250
SLO TBID Annual Report 2022-23 20
GUEST SERVICES
Through a dedicated contract, the San Luis Obispo Chamber of Commerce provides a suite of guest services to the TBID . In FY 22-23,
the SLO Chamber was contracted by the Visitor Center to answer each call made to the TBID’s 1-877-SLO-TOWN number, which serves
as a response tool to the TBID’s advertising efforts and digital presence . This creates an option for a “real person” to assist in trip
planning, ensuring that travelers seeking personal guidance have a friendly, live voice to shape their experience of San Luis Obispo,
even before arriving . The telephone number, 1-877-SLO-TOWN, is a separate line that rings in the Visitor Center and is used solely
to refer to TBID properties and promote San Luis Obispo as a destination . During FY 22-23 more than 1,000 calls were answered
on the 1-877-SLO-TOWN line . The Guest Services also included the Live Chat widget on VisitSLO .com that received hundreds of
conversations throughout the year with even more people being served in person than last year .
Page 228 of 250
SLO TBID Annual Report 2022-23 21
EVENTS
In FY 22-23, destination events continued to return to San Luis Obispo . The TBID Board considered funding for these events on a
case-by-case basis using the general application established in FY 19-20 .
Events Sponsored:
• VISIT CALIFORNIA LUXURY FORUM | OCTOBER 23-25, 2022
The Visit California Luxury Forum hosted by Visit SLO CAL, brought together 40 of the top domestic and international luxury
travel companies for 3 days of experiential meetings and events with 40 of California’s top luxury traveler suppliers, including San
Luis Obispo . The opening night of the forum sponsored by Visit San San Luis Obispo featured an intimate version of the famous
Thursday night Farmers’ Market . This private street party, held on Garden Street, featured a variety of local restaurants, wineries,
distilleries, and breweries, SLO Crafted products, live music, and much more .
• VINEYARD TEAM, SUSTAINABLE AG EXPO | NOVEMBER 14-16, 2022
The Sustainable Ag Expo was a three-day, mid-week, off-season educational symposium and tradeshow attracting more than 500
wine industry professionals to San Luis Obispo . The Expo in 2022 was the 17th year of the event and the first to return to a fully
in-person format after a two year hiatus . Visit San Luis Obispo supported this event with cash sponsorship for industry-specific
promotion and funding to support lodging for speakers and presenters .
• SLO INTERNATIONAL FILM FESTIVAL | APRIL 26-30, 2023
The 29th San Luis Obispo International Film Festival held a six-day event, screened more than 100 films throughout the week,
hosted a VIP Festival Lounge, Red Carpet events, live music, educational conversations with filmmakers and industry leaders,
and capstone events each night that brought the community together to celebrate the arts and expose our audience to important
topics around the world . Visit San Luis Obispo supported the festival in various promotional ways, including funding and managing
the out-of-area paid media campaign, a complimentary 4-pack ticket package in exchange for overnight reservations and funding
to provide lodging for filmmakers .
• CENTRAL COAST PRIDE | JUNE 2-4, 2023
Central Coast Pride is the signature event for the Gala Pride and Diversity Center . This year the three-day Pride celebration was
held at venues throughout SLO such as the Fremont Theater, Laguna Lake Park and, for the first time in years, downtown at
Mission Plaza with PRIDE in the Plaza featuring a performance by The Family Stone . Visit San Luis Obispo supported the festival
in various promotional ways as the presenting sponsor of Pride in the Plaza, including funding and managing the out-of-area paid
media campaign and funding to secure headliner entertainment .
In addition, the TBID participated in the multi-jurisdictional working group of 18 destination partners, event organizers and community
leaders convened by Visit SLO CAL to provide input and guidance for the Events & Festivals Strategy . The Events & Festivals Working
Group (EFWG) was pivotal in the development of the SLO CAL Events & Festivals strategy and alignment to drive new countywide
visitation, to achieve incremental growth in the economic impact of tourism and enhance residents’ quality of life . The project work
focused on creating a strategy for existing and future events that attract overnight visitors to the county, more efficiently utilize off-
peak periods, drive collaboration and/or pairing of events for a positive economic outcome for SLO CAL and provide a process and
guidelines for event support and investment .
Page 229 of 250
SLO TBID Annual Report 2022-23 22
STRATEGIC PARTNERSHIPS
The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing San Luis Obispo as a
destination, which makes the TBID more efficient in promotional activities . The TBID’s strategic partnerships provide the opportunity
for the marketing agencies and team to build relationships with the organizations below, elevating the destination as a whole .
Promotional opportunities with each organization give the TBID new platforms and audiences to build brand awareness .
In FY 22-23 the partnerships with Cal Poly were pivotal . The partnership with Cal Poly’s Office of Student Affairs was extremely
valuable this year with the return of in-person SLO Days, allowing the TBID to share destination information with thousands of new Cal
Poly Parents and Supporters through a 45 minute Discover San Luis Obispo presentation during each of the 12 sessions, as well as
through Mustang Family Weekend and Open House .
The TBID also continued the partnership with Cal Poly Athletics and Mustang Sports . This partnership included the sponsorship of the
athletic program in exchange for marketing benefits and the hosting of the rooms using the sponsorship fee in SLO TBID properties .
Top partnerships included:
• SLO Coast Wine Collective
• Cal Poly’s Office of Student Affairs – New Student & Transition Programs and Parent Program
• Cal Poly Athletics – Mustang Sports
• ECOSLO with Keys for Trees
Page 230 of 250
SLO TBID Annual Report 2022-23 23
INDUSTRY RELATIONS
CALIFORNIA HOTEL & LODGING ASSOCIATION (CHLA)
The California Hotel & Lodging Association (CHLA) protects the rights and interests of the California lodging industry . Legislative
advocacy, educational training, communication and cost-saving programs are provided for all segments of the industry . Through the
TBID, all lodging properties in the city of SLO are members of CHLA and can utilize the services offered .
VISIT CALIFORNIA
The Visit California partnership has been critical in the growth of the TBID’s brand within the California Tourism product . San Luis
Obispo has received coverage through the marketing activities performed by Visit California including travel trade, press and industry
outreach . Monthly submissions are uploaded to Visit California for media outreach, trade contacts and newsletter content . In FY 22-23,
in addition to sponsorship and participation in the Luxury Forum, the TBID made the continued investment to ensure staff was able
to attend the Visit California 2023 Outlook Forum in Sacramento . Visit San Luis Obispo also participated in Visit California’s Fall 2022
Pacific Northwest Media Mission and met with over 20 key journalists and influencers to share the SLO story .
CENTRAL COAST TOURISM COUNCIL
The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose marketing efforts
accomplish collectively what no single tourism entity can do alone: promote the entire California Central Coast as a destination and
maximize our members’ tourism revenue . The CCTC serves as the Central Coast's voice in Sacramento, and partners with California
Tourism's global marketing and advertising campaigns . The TBID is actively involved in CCTC with the Tourism Manager as the Past
President and Regional Board Member .
In FY 22-23, the TBID leveraged CCTC activities through media and trade leads, blog and social presence, as well as cooperative
participation marketing campaigns . In addition, Visit San Luis Obispo organized and hosted the CCTC Fall member workshop hosting
over 30 Central Coast destination partners in San Luis Obispo .
VISIT SLO CAL
The TBID maintains participation with Visit SLO CAL by having a representative on the Board of Directors and the Tourism Manager on
the Marketing Committee . The TBID Board leverages a partnership with Visit SLO CAL to promote San Luis Obispo on a national and
international level — beyond the local and state reach the TBID’s marketing plan focuses to achieve . The TBID’s participation in Visit
SLO CAL initiatives also encompasses group sales, film commission, countywide public relations and countywide strategic planning,
such as the SLO CAL Events & Festivals Strategy .
The TBID also leveraged Visit SLO CAL partnership to participate in the 2023 IPW international trade event held in San Antonio in
June, as well as the inaugural SLO CAL Media Mission held in Dallas .
Page 231 of 250
SLO TBID Annual Report 2022-23 24
2022-23 AWARDS & ACCOLADES
Through the work of Noble Studios, the TBID received multiple awards for integrated campaign and brand book development .
AAF RENO ADDY
MidWeekend Campaign | Bronze for Local Consumer Campaign
AAF RENO ADDY
Brand Book | Gold (Best in Show) for Brand Book Design
AAF RENO ADDY
Integrated Campaign | Gold for Regional/National Consumer Campaign
W3 AWARDS
Hello to the SLO Life | Silver for Integrated Marketing Campaign
Page 232 of 250
SLO TBID Annual Report 2022-23 25
2022-23 FINANCIAL STATEMENT
INCOME SOURCE 2022-23
2022-23 TOT Revenue Assumption *$8,636,000
2022-23 TBID Assessment Revenue Assumption *$1,727,200
Fund Balance Transfer N/A
Fund Reserve $100,000
2021-22 TBID Program Budget $1,827,790
EXPENDITURE ALLOCATED
Operations/Staffing
Administration Overhead (2% of TBID Assessment)$34,544
Staffing (FTE & .75 FTE)$208,591
Contracts & Marketing Services
Marketing Contract - Noble Studios/DCI $900,600
Chamber of Commerce - PR $45,000
Chamber of Commerce - Guest Services $47,500
Chamber of Commerce - Media Monitoring Service Fee
Co-Op Program Funding
$3,527
$30,000
Content Marketing Services - Badger Branding $128,200
Partnerships & Promotions
Cal Poly Athletics $62,000
EcoSLO - Sustainability Initiative $17,272
SLO Coast Wine Collective Membership $5,000
Events & Promotions
General Events Promotion $30,000
Event Activation + Collateral $40,000
Seasonal Promotion $25,000
Tradeshows
Tradeshows $15,000
Tourism Conferences $8,000
Tourism Organizations
CCTC Dues $1,000
Smith Travel Report $3,500
CalTravel Membership $1,000
California Hotel & Lodging Association $28,570
Research + Program
Research + Program Development $50,000
Support/ Meetings
Tourism Program Expenses $5,000
FAM Trip Hosting $5,000
Services/Online Tools/Fulfillment (Dropbox, Crowdriff, Survey Monkey)$11,500
Support/ Meetings
Contingency Fund $20,000
Totals Commited $1,725,804
Funds Remaining $1,396
Total Allocated Expenditures **$1,727,200
* This figure was not adjusted within the TBID operating program budget following the Adopted Supplement Budget
** This figure represents the total allocated expenditures. The difference will be available for carryover to the 2022-23 program budget.
Page 233 of 250
SLO TBID Annual Report 2022-23 26
LOOKING AHEAD
As Visit San Luis Obispo moves into FY 23-24, key focus areas that remain top of mind for the work of the TBID Board include:
• Continued conscious approach to Diversity, Equity and Inclusion in all TBID programs
• Expanded Destination Stewardship through the Sustainable SLO program for visitors and new partnerships to expand the programs
• Development of sales and meeting strategies suited for Visit San Luis Obispo
• Continuation of the VisitSLO .com digital and content enhancements
• Re-deployment of the brand sentiment survey initially done in 2022 to gain an objective, statistically reliable and trackable measure
of point-in-time sentiment towards SLO compared to the previous study
• Complete an RFP process for the Tourism Marketing Services and Content Marketing Services for contract commencing in FY 24-25
• Initiate the update to the TBID Strategic Plan
While these are not the only subjects that the TBID Board will be focused on, these items will influence the approach to all TBID-
related work efforts .
In 2023-24, the Board is committed to the continued implementation of the TBID Strategic Plan and the second year of the adopted
2022-24 TBID Strategic Marketing & Business Plan . These plans provide a foundation for building the Visit San Luis Obispo brand and
establishing real tactics for consistently improving tourism in the City of San Luis Obispo now and into the future .
LOOKING AHEAD
Page 234 of 250
SLO TBID Annual Report 2022-23 27
APPENDIX
TOT CHART FOR 2022-23
TOT DISTRIBUTION FOR 2022-23
$12,000,000
$6,000,000
$10,000,000
$4,000,000
$636,236 .39
$10,397,765 .48
0
2009-10 2010-11 2011-12 2012-13 2013-14 2013-14 2015-16 2016-17 2018-19 2019-20 2020-21 2021-22 2022-232017-18
Homestay Hotel
Page 235 of 250
SLO TBID Annual Report 2022-23 28
TOT MONTH TO MONTH 2022-23
OCC MONTH TO MONTH
Page 236 of 250
SLO TBID Annual Report 2022-23 29
ADR MONTH TO MONTH
REVPAR MONTH TO MONTH
Page 237 of 250
SLO TBID Annual Report 2022-23 30
SLO TBID STRATEGIC IMPERATIVES - FY 19-24
IMPERATIVE OBJECTIVES INITIATIVES
Elevate the
SLO Brand and
Experience
• Increase visitor
awareness in target
markets
• Increase positive
visitor perception
PRIORITY 1:
• Integrate the City’s priorities into the execution of the TBID’s
marketing strategies
• Identify the core SLO identity and develop a plan to market it
PRIORITY 2:
• Develop a TBID Destination Stewardship approach
PRIORITY 3:
• Identify opportunities to influence community placemaking and
destination management efforts
Deliver Smart
Growth
• Exceed California’s
RevPAR growth over
FY21 baseline
• Year-over-year
growth in ratio of
weekday to weekend
occupancy
PRIORITY 1:
• Develop an approach to monitoring local sentiment related to tourism
PRIORITY 2:
• Influence the SLO conference center development plan and effort
• Identify structure and budget allocation for midweek and group
business
PRIORITY 3:
• Develop a local business travel program to drive visitation
Build Meaningful
Partnerships
• Increase average
Earned Partnership
Value score over
2022 baseline
• Grow economic
impact of tourism in
SLO by 2024, over
2017 baseline
PRIORITY 3:
• Identify and develop BOLD partnerships that generate overnight
stays
• Create a partnership management plan using measurable goals that
are in line with our TBID mission
Ensure
Organizational
Excellence
• Growth in member
newsletter open rates
• Growth in
stakeholder
satisfaction score on
survey
PRIORITY 1:
• Establish and document a process to execute, evaluate and track
strategic plan
PRIORITY 2:
• Identify opportunities to streamline governance and leverage
constituency of TBID
Foster
Destination
Resilience
• Year-over-year
growth in TOT over
FY21 baseline
PRIORITY 1:
• Implement COVID-19 Response Plan
PRIORITY 2:
• Document lessons learned from COVID era to feed resilience
assessment
PRIORITY 3:
• Perform a destination resilience assessment
Page 238 of 250
SLO TBID Annual Report 2022-23 31Page 239 of 250
Page 240 of 250
R _____
RESOLUTION NO. ______ (2023 SERIES)
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS
OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE
THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT
DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE
ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE
PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR
2023-24
WHEREAS, the Parking and Business Improvement Law of 1989, secti ons 36500
et seq. of the Streets and Highways Code, authorizes cities to establish business
improvement districts for several purposes, one of which is the promotion of tourism; and
WHEREAS, the lodging businesses within the proposed City of San Luis Obispo
Tourism Business Improvement District had requested the City of San Luis Obispo
establish such a self-assessment improvement district in 2008; and
WHEREAS, the San Luis Obispo Tourism Business Improvement District was
established in July 2008 and incorporated into the Municipal Code under Chapter 12.42;
and
WHEREAS, the assessment went into effect on October 1, 2008; and
WHEREAS, the City Council appointed an advisory board to provide oversight,
guidance, and recommendations regarding the use of the assessment funds; and
WHEREAS, the City Municipal Code and the Parking and Business Improvement
Law require the advisory board to prepare and submit an annual report stating proposed
changes, improvements, and activities for the fiscal year; and
WHEREAS, an annual report was prepared pursuant to Section 36533 of the
Streets and Highway Code; and
WHEREAS, notices regarding the approval of the annual report were sent on
October 5, 2023, to all assessed properties.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of San Luis
Obispo as follows:
a) That the Tourism Business Improvement District Annual Report for fiscal year
2022-23 as filed by the advisory body is hereby approved.
Page 241 of 250
Resolution No. _____ (2023 Series) Page 2
R ______
b) The San Luis Obispo City Council proposes to continue the established
Tourism Business Improvement District in the City of San Luis Obispo in
accordance with City Municipal Code Chapter 12.42 and the California Streets
and Highways Code, sections 36500 et seq. (Parking and Business
Improvement Law of 1989).
c) The assessment levied by the Tourism Business Improvement District shall be
used to promote lodging at the hotels within the district and administer a
marketing program that increases overnight hotel stays pursuant to the set
goals.
d) The assessment will be levied and allocated by the City of San Luis Obispo.
e) The assessment is proposed to be levied on all “hotels”, as that term is defined
in San Luis Obispo Municipal Code section 3.04.020, to wit: any structure, or
any portion of any structure, which is occupied or intended or designed for
occupancy by transients for dwelling, lodging or sleeping purposes, and
includes any hotel, inn, tourist home or house, motel, studio hotel, bachelor
hotel, lodging house, rooming house, apartment house, dormitory, public or
private club, mobile home or house trailer at a fixed location, or other similar
structure or portion thereof.
f) The assessment shall be based on two percent (2%) of gross room rent.
g) New hotels shall not be exempt from immediate assessment.
h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42
and the Parking and Business Improvement Law of 1989, section 36535 of the
Streets and Highways Code, is to allow for comments on the District and
proposed assessment, and is hereby set for 5:30 P.M., Tuesday, November 7,
2023, before the City Council of San Luis Obispo.
i) At the public hearing, the testimony of all interested persons for or against the
continuation of the District, the boundaries of the District, or the furnishing of
specified types of improvements or activities will be heard.
j) Any protest against the continuation of the City of San Luis Obispo Tourism
Business Improvement District and the levying of the assessment, or any
aspect thereof, may be made in writing. A protest may be withdrawn at any time
before the conclusion of the public hearing. Any written protest shall contain a
description of the business in which the person signing the protest is not shown
on the official records of the City of San Luis Obispo as the owner of the
business, then the protest shall contain or be accompanied by written evidence
that the person is the owner of the authorized representative of the business.
Any protest as to the regularity or evidence of the proceedings shall be in writing
and clearly state the irregularity or defect to the City of San Luis Obispo at 990
Palm Street, San Luis Obispo, CA 93401.
Page 242 of 250
Resolution No. _____ (2023 Series) Page 3
R ______
k) If, at the conclusion of the public hearing, there are of record, written protests
by the owners of businesses within the proposed San Luis Obispo Tourism
Business Improvement District that will pay fifty percent (50%) or more of the
total assessments of the entire San Luis Obispo Tourism Business
Improvement District, no further proceedings to continue the San Luis Obispo
Tourism Business Improvement District shall occur. New proceedings to form
the San Luis Obispo Tourism Business Improvement District shall not be
undertaken again for a period of at least one (1) year from the date of t he
finding. If the majority of written protests are only as to an improvement or
activity proposed, then that type of improvement or activity shall not be included
in the San Luis Obispo Tourism Improvement District.
Page 243 of 250
Resolution No. _____ (2023 Series) Page 4
R ______
BE IT FURTHER THEREFORE RESOLVED, the City Clerk is instructed to provide
notice as required by the City Municipal Code Chapter 12.42 and the Parking and
Business Improvement Law of 1989, section 36534, subpart (a)(7) of the Streets and
Highways Code, to wit: the City Clerk shall give notice of the public hearing by causing
the resolution of intention to be published once in a newspaper of general circulation in
the City no less than seven days before the public hearing.
Upon motion of _______________________, seconded by
_______________________, and on the following roll call vote:
AYES:
NOES:
ABSENT:
The foregoing resolution was adopted this _____ day of _____________________ 20 23.
___________________________
Mayor Erica A. Stewart
ATTEST:
____________________________
Teresa Purrington
City Clerk
APPROVED AS TO FORM:
____________________________
J. Christine Dietrick
City Attorney
IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the
City of San Luis Obispo, California, on ______________________.
___________________________
Teresa Purrington
City Clerk
Page 244 of 250
1
Tourism Business Improvement District (TBID) Board Minutes
September 13, 2023, 10:00 a.m.
City Hall, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Winston Newland, Member Sandy Sandoval, Vice Chair
Lydia Bates, Chair Clint Pearce
TBID Board Absent: Member Lori Keller, Member Prashant Patel
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 Tourism Business Improvement
District Board was called to order on September 13, 2023 at 10:01 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:
Rani Shah from the SLO Chamber introduced herself as a new member of their
communications team.
--End of Public Comment--
3. CONSENT
Motion By Member Sandoval
Second By Member Newland
To approve the Consent Calendar Items 3a to 3g.
Ayes (4): Member Newland, Member Sandoval, Vice Chair Bates, and Chair
Pearce
Absent (2): Member Keller, and Member Patel
Page 245 of 250
2
CARRIED (4 to 0)
3.a MINUTES OF TBID REGULAR MEETING ON AUGUST 9, 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
4. BUSINESS ITEMS
4.a WEBSITE CONTINGENCY BUDGET CONSIDERATION
Tourism Manager Molly Cano reviewed the motion previously made at the
regular August meeting regarding the website project contingency budget,
and provided new information that has come up since, requiring
reconsideration by the Board.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Vice Chair Bates
To approve allocating $1,560 from the general contingency line item to
Badger Branding for the resizing of the neighborhood maps.
Public Comment:
None
--End of Public Comment--
Ayes (4): Member Newland, Member Sandoval, Vice Chair Bates, and
Chair Pearce
Absent (2): Member Keller, and Member Patel
CARRIED (4 to 0)
Page 246 of 250
3
Motion By Vice Chair Bates
Second By Member Newland
To use the $13,365 remaining in the website contingency budget for
$4,950 to complete post-launch web services and $8,415 for the post-
launch website enhancements (New Filter Opportunities and Web
Services Injection) as proposed at the meeting.
Ayes (4): Member Newland, Member Sandoval, Vice Chair Bates, and
Chair Pearce
Absent (2): Member Keller, and Member Patel
CARRIED (4 to 0)
4.b HARVEST ON THE COAST PAID MEDIA PLAN
Agency representatives from Noble presented two options for
consideration for the paid media plan for Harvest on the Coast in
sponsorship partnership with SLO Coast Wine Collective.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Vice Chair Bates
To allocate the $6,000 budget for Harvest on the Coast as follows: $4,500
for paid media and $1,500 for marketing services.
CARRIED (4 to 0)
4.c FY 22-23 TBID ANNUAL REPORT
Tourism Manager Molly Cano presented the staff report and responded to
inquiries.
Public Comment:
None
--End of Public Comment--
Page 247 of 250
4
Motion By Vice Chair Bates
Second By Member Sandoval
To approve the 2022-23 TBID annual report as presented.
Ayes (4): Member Newland, Member Sandoval, Vice Chair Bates, and
Chair Pearce
Absent (2): Member Keller, and Member Patel
CARRIED (4 to 0)
4.d REGIONAL CO-OP MARKETING CONSIDERATIONS
Tourism Manager Molly Cano presented the staff report and responded to
inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Vice Chair Bates
Second By Member Sandoval
To approve the cooperative marketing opportunities with Central Coast
Tourism Council and Visit SLO CAL as follows:
$10,000 for Central Coast Tourism Council Front Page
$ 5,000 for Central Coast Tourism Council Co-op: I Heart Radio
$ 7,500 for Central Coast Tourism Council Co-op: Editorial in
Winter/Spring/Summer
$ 5,000 for Visit SLO CAL Co-op: Sojern
$ 3,500 for Visit SLO CAL Co-op: Brand Facebook/Instagram
$ 5,000 for Denver Market Activation
$36,000 Total from FY 23-24 Co-op budget
Ayes (4): Member Newland, Member Sandoval, Vice Chair Bates, and
Chair Pearce
Absent (2): Member Keller, and Member Patel
CARRIED (4 to 0)
4.e PLACER.AI CO-FUNDED LOCATION ANALYTICS TOOL
Page 248 of 250
5
Tourism Manager Molly Cano presented the staff report and responded to
inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Vice Chair Bates
To co-fund a partnership with the City for a shared location analytics tool in
the amount of $10,000 from the research and development line item in the
23-24 budget.
Ayes (4): Member Newland, Member Sandoval, Vice Chair Bates, and
Chair Pearce
Absent (2): Member Keller, and Member Patel
CARRIED (4 to 0)
5. TBID LIAISON REPORTS AND COMMUNICATION
5.a HOTELIER UPDATE – LIAISON REPORTS
5.b PCC UPDATE – LIAISON REPORT
Chair Pearce provided an update on items scheduled for the PCC
meeting.
5.c VISIT SLO CAL UPDATE – LIAISON REPORT
Chair Pearce indicated that there hasn't been a meeting since the last
TBID meeting. Tourism Manager Molly Cano provided an update on the
Visit SLO CAL marketing meeting.
5.d TOURISM PROGRAM UPDATE – STAFF REPORT
Tourism Manager Molly Cano provided a Tourism update.
6. ADJOURNMENT
The meeting was adjourned at 11:53 a.m. 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.
Page 249 of 250
6
APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/202X
Page 250 of 250
Confidential. Intellectual property of Visit San Luis Obispo.1
City of San Luis Obispo
Tourism Business Improvement District
FY 2022-23 Annual Report
As recommended by the Tourism Business Improvement
District (TBID) Board,
1)Receive and approve the TBID Board’s annual report for FY
2022-23; and
2)Adopt a Resolution of Intention to levy and collect
assessments within the TBID area in fiscal year 2023-24 at
the same rate as in fiscal year 2022-23 (2%).
Recommendation
3
•Established in 2008
•7-member Advisory Board
•2% assessment on lodging properties
“The purpose of forming the district as a business
improvement area under the Parking and Business
Improvement Area Law of 1989 is to provide revenue
to defray the costs of services, activities and
programs promoting tourism which will benefit the
operators of hotels in the district through the
promotion of scenic, recreational, cultural and other
attractions in the district as a tourist destination.”
Background on the SLO TBID
FY 22-23 SLO TBID Board
SLO TBID Contractor Team
FY 2022-23
By the Numbers
By the Numbers
Measurement FY 22-23 Result % Change from FY 21-22
TOT Revenue $11,034,002 +3.6%
TBID Assessment
Revenue
$2,206,800 +3.7%
Occupancy (OCC)68%+1%
Average Daily Rate
(ADR)
$186.59 -4.5%
Revenue Per Available
Room (RevPAR)
$128.13 -3.4%
Transient Occupancy Tax (TOT)
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
TOT Figures by Month
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
$1,400,000.00
2022-23
$10,397,765.00 , 94%
$636,236.00 , 6%
Hotel Homestay
TOT Distribution for
FY 2022-23
TBID Summarized Financials
Source FY 22-23
FY 22-23 TOT Revenue Assumption*$8,636,000
FY 22-23 TBID Revenue Assumption $1,727,200
Fund Balance Transfer Total N/A
Fund Reserve $100,000
FY 22-23 TBID Program Budget $1,827,790
FY 22-23 Total Allocated TBID Expenditures** $1,727,200
* This figure was not adjusted within the TBID operating program budget following the Adopted
Supplement Budget.
** This figure represents the total allocated expenditures. The difference will be available for carryover
to the 2023-24 program budget.
FY 2022-23
Work Program Highlights
‘19-‘24 SLO TBID Strategic Plan
14
•Creating cooperative partnerships
with other departments to
establish a brand identity for the
City’s climate action work
•Continuing Keys for Trees, with 1%
of TBID revenue directed to
planting trees in SLO
•Promoting off-season and mid-
week travel with The MidWeekend
campaign
•Collaborating with Visit SLO CAL on
countywide sustainability
education
Sustainability
Efforts
15
Visit San Luis Obispo Brand
Platform •Adopted the new Brand
Book, aligning the way
SLO is shared, marketed
and depicted
•Invested in a full redesign
of VisitSLO.com, the
cornerstone of all
marketing efforts
•Continued to bring the
brand to life across all
channels
Sharing SLO
•Telling stories through a local’s
lens
•Celebrating diverse offerings of
our community
•Inviting visitors to live the SLO
life
•Supporting local through
promotions and storytelling
•Showing what makes San Luis
Obispo special
Visit SLO Marketing Activities
Confidential. Intellectual property of Visit San Luis Obispo.19
Looking Ahead to FY
23-24
•Continued approach to
Diversity, Equity and Inclusion
in all TBID programs
•Expanding Destination
Stewardship through
Sustainable SLO
•Development of sales and
meeting strategies
•Re-deployment of brand
sentiment survey
•And more…
As recommended by the Tourism Business Improvement
District (TBID) Board,
1)Receive and approve the TBID Board’s annual report for FY
2022-23; and
2)Adopt a Resolution of Intention to levy and collect
assessments within the TBID area in fiscal year 2023-24 at
the same rate as in fiscal year 2022-23 (2%).
Public Hearing Scheduled for November 7, 2023.
Recommendation
Thank You