HomeMy WebLinkAbout10-11-2023 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, October 11, 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 SEPTEMBER 13 AND
SPECIAL MEETING SEPTEMBER 27, 2023
5
3.b SMITH TRAVEL REPORT (STR)15
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 17
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 19
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 21
3.f NOBLE STUDIOS & DCI MARKETING MONTHLY REPORT 23
3.g BADGER BRANDING ORGANIC SOCIAL REPORT 35
4.PRESENTATIONS
4.a MARKETING SERVICES QUARTER REPORT
Representatives from Noble Studios and DCI will present the first
quarter report for the marketing activities for the SLO TBID.
4.b PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT
Representatives from the SLO Chamber will present the first quarter
report on the Public Relations and Guest Services contract activities
with the SLO TBID.
4.c CONTENT MARKETING QUARTER REPORT
Representatives from the Badger Branding will present the first quarter
report for the content marketing support and organic social media
activities with the SLO TBID.
5.BUSINESS ITEMS
5.a FY 22-23 TBID ANNUAL REPORT HIGHLIGHT VIDEO
Staff will present the TBID FY 22-23 Annual Report highlight video for
the Board’s review. The highlight video will be presented to City Council
on October 17, 2023.
5.b BRAND SENTIMENT STUDY PROPOSAL
The Board will consider the proposal for the revaluation of the Brand
Sentiment survey.
5.c VISIT SAN LUIS OBISPO MEMBER RECEPTION
The Board will discuss plans for the first member reception in
Fall/Winter for direction to staff.
6.TBID LIAISON REPORTS AND COMMUNICATION
6.a HOTELIER UPDATE – LIAISON REPORTS
6.b PCC UPDATE – LIAISON REPORT 43
6.c VISIT SLO CAL UPDATE – LIAISON REPORT
6.d TOURISM PROGRAM UPDATE – STAFF REPORT
7.ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board
is scheduled for November 8, 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
September 27, 2023, 10:00 a.m.
City Hall, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Winston Newland, Member Prashant Patel, Member
Sandy Sandoval, Vice Chair Lydia Bates, Chair Clint Pearce
TBID Board Absent Member Lori Keller
City Staff Present: Tourism Manager Molly Cano, Tourism Analyst Jacqui Clark-
Charlesworth, City Clerk Teresa Purrington
_____________________________________________________________________
1. CALL TO ORDER
Vice Chair Bate called the Regular Meeting of the San Luis Obispo Tourism
Business Improvement District Board to order at 10:00 a.m. on September 27,
2023 in the Council Hearing Room at City Hall, 990 Palm Street, San Luis
Obispo.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. BUSINESS ITEMS
3.a Q2 PLANNING + MEDIA PLAN REVIEW & APPROVAL
Hayley Corbett and Allison Furr Noble Studios presented the Q2 media
plan for review and approval.
Motion By Vice Chair Bates
Second By Member Sandoval
To approve the allocation of $13,500 from the contingency budget for paid
search efforts to ensure SLO is maintaining a strong paid search
presence.
Ayes (5): Member Newland, Member Patel, Member Sandoval, Vice Chair
Bates, and Chair Pearce
Absent (1): Member Keller
CARRIED (5 to 0)
Page 5 of 46
2
3.b SLO FILM FEST SPONSORSHIP PROPOSAL
Vice Chair Bates declared a conflict on this item. (Due to her membership
on the SLO International Film Festival Board.)
Skye McLennan, SLO International Film Festival presented a recap of the
2023 SLO International Film Festival and the 2024 funding request.
Motion By Member Sandoval
Second By Member Patel
To approve $10,000 to support filmmaker, journalist, and industry
professional's lodging and $6,750 for marketing effort ($1750 for Noble
Studios marketing and $5000 for paid media) as presented at the meeting.
$16,750 coming out of the general event promotion line item.
Ayes (4): Member Newland, Member Patel, Member Sandoval, and Chair
Pearce
Recused (1): Vice Chair Bates
Absent (1): Member Keller
CARRIED (4 to 0)
3.c MISSION PREP CHRISTMAS CLASSIC
Terrance Harris, Mission Prep presented the staff report and responded to
inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Vice Chair Bates
Second By Member Patel
To approve $10,000 for the sponsorship of the Mission Prep Christmas
Classic.
Ayes (5): Member Newland, Member Patel, Member Sandoval, Vice Chair
Bates, and Chair Pearce
Absent (1): Member Keller
CARRIED (5 to 0)
Page 6 of 46
3
4. ADJOURNMENT
The meeting was adjourned at 11:23 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for October 11, 2023
at 10:00 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San
Luis Obispo.
_________________________
APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/202X
Page 7 of 46
Page 8 of 46
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 9 of 46
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 10 of 46
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 11 of 46
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 12 of 46
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 13 of 46
6
APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/202X
Page 14 of 46
September 2023
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 60.16 71.40 63.37 173.34 194.96 180.30 104.29 139.21 114.26 -9.54 -6.27 -8.52 -1.56 -3.53 -2.15 -10.95 -9.58 -10.48
City of Paso Robles 62.42 74.48 65.87 162.78 238.83 187.35 101.61 177.87 123.40 -17.15 -13.33 -15.96 4.37 -5.45 0.60 -13.53 -18.06 -15.45
City of Pismo Beach 64.69 72.97 67.05 236.18 319.15 261.98 152.78 232.88 175.67 -11.78 -2.73 -9.15 -2.75 -1.24 -1.58 -14.20 -3.94 -10.58
City of San Luis Obispo 61.60 76.17 65.76 158.81 228.84 181.98 97.82 174.31 119.67 -12.99 -8.55 -11.57 -3.11 -3.75 -2.96 -15.70 -11.98 -14.19
City of Morro Bay 59.36 74.97 63.82 142.76 201.60 162.51 84.74 151.15 103.71 -21.57 -10.11 -18.06 -3.17 -6.47 -3.42 -24.06 -15.92 -20.87
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 69.94 74.65 71.29 204.66 195.77 202.00 143.15 146.14 144.00 -3.79 -8.35 -5.20 8.34 -6.22 3.56 4.23 -14.05 -1.82
City of Paso Robles 68.79 76.15 70.89 155.97 249.04 184.54 107.29 189.64 130.82 -20.71 -12.34 -18.32 -7.08 -7.77 -6.36 -26.32 -19.15 -23.51
City of Pismo Beach 69.25 75.61 71.07 210.29 319.63 243.53 145.63 241.66 173.07 -7.65 -6.06 -7.17 -3.52 -5.96 -4.34 -10.89 -11.66 -11.20
City of San Luis Obispo 67.94 80.11 71.42 186.48 259.55 209.89 126.69 207.92 149.90 -9.74 -6.91 -8.85 -3.39 -0.26 -1.97 -12.80 -7.16 -10.65
City of Morro Bay 66.09 77.47 69.34 135.67 196.79 155.18 89.66 152.45 107.60 -13.11 -9.16 -11.89 0.48 -6.44 -2.00 -12.69 -15.01 -13.64
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 71.39 79.59 73.73 189.65 204.61 194.27 135.40 162.85 143.24 -3.94 -0.87 -3.01 -8.68 -0.67 -6.23 -12.28 -1.53 -9.05
City of Paso Robles 70.07 83.15 73.81 154.17 274.36 192.86 108.02 228.13 142.34 -12.70 -3.24 -9.87 4.23 8.08 7.33 -9.01 -9.01 -3.26
City of Pismo Beach 66.18 80.62 70.31 204.33 314.66 240.48 135.23 253.69 169.07 0.40 -0.35 0.15 0.77 -3.96 -1.40 1.18 1.18 -1.24
City of San Luis Obispo 68.76 82.73 72.75 158.36 231.47 182.11 108.89 191.48 132.49 8.51 -0.52 5.40 7.48 -1.87 2.41 16.63 16.63 7.95
City of Morro Bay 64.01 84.94 69.99 133.77 219.00 163.32 85.63 186.02 114.31 -6.96 -0.14 -4.70 4.82 1.19 4.03 -2.48 -2.48 -0.87
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 69.28 79.26 72.13 189.54 206.55 194.88 131.32 163.70 140.57 2.01 0.57 1.56 4.21 1.64 3.30 6.31 2.23 4.91
City of Paso Robles 68.09 76.39 70.46 152.77 259.01 185.68 104.03 197.86 130.84 -4.38 -9.49 -6.02 9.36 1.40 4.95 4.57 -8.22 -1.37
City of Pismo Beach 69.37 81.46 72.82 204.31 314.12 239.40 141.72 255.87 174.34 2.14 5.35 3.15 5.71 3.98 5.32 7.98 9.55 8.63
City of San Luis Obispo 66.40 82.65 71.04 153.46 234.70 180.46 101.90 193.97 128.21 5.32 1.34 3.96 3.78 0.48 1.90 9.30 1.82 5.94
City of Morro Bay 61.81 82.24 67.65 135.89 217.93 164.39 83.99 179.23 111.20 -4.40 6.87 -0.77 5.93 14.46 10.84 1.27 22.32 9.99
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADRFor the Week of September 24,
2023 to September 30, 2023
For the Week of September 17,
2023 to September 23, 2023
For the Week of September 10,
2023 to September 16, 2023
For the Week of September 03,
2023 to September 09, 2023
Page 15 of 46
Page 16 of 46
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 2021-22 2022-23 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$ 1,244,066$ -4.3%
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$ 1,035,032$ -5.0%
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$
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$
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$
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$
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$
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$
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$
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$
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$
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$
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 75.8 74 -2.4%191.58 190.04 -0.8%145.18 140.59 -3.2%
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 67.70 -0.83 182.85$ -0.84 125.53$ -0.84 Updated: 10/09/2023
Occupancy ADR RevPAR*Figures from Smith
Travel Research Report
TOT Comparison
Page 17 of 46
Page 18 of 46
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2023
PR ACTIVITY
Implementation/Proactive Work
Began planning for influencer Francesca Murray's upcoming visit
Continued planning for travel writer Tony DiSilva's upcoming visit
Continued planning for travel writer Brittany Leitman's upcoming visit in partnership with Visit Morro Bay & Visit Carmel
Implemented communications/PR copy and strategy for ARTober
Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign
Responsive leads
Pitched "Extraordinary Coffee Shops" story ideas to Visit California
Met with Wine Country Media team to explore potential partnerships
Partnerships
Attended Visit SLO CAL regional tourism PR mixer
Continued planning ARTober in partnership with the City, DCI, Verdin & Badger Branding
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
BAY AREA REPORTER Central CA city rolls out welcome mat for LGBTQs 54,000.00 $12.45 Cultural MEDIA HOSTING
TRAVEL DREAMS MAGAZINE October is ARTober in San Luis Obispo, CA 4,000.00 $0.22 Cultural PROACTIVE PITCHING IN PARTNERSHIP W/DCI
DRIFT TRAVEL MAGAZINE October is ARTober in San Luis Obispo, CA 42,000.00 $2.57 Cultural PROACTIVE PITCHING IN PARTNERSHIP W/DCI
TRIPS TO DISCOVER 13 Best Pumpkin Patches in California 1,450,000.00 $92.79 Family REACTIVE PITCHING
TRIPADVISOR Weekend in San Luis Obispo: Best things to do, see and eat 116,740,000.00 $6,194.91 Culinary
U.S. NEWS & WORLD REPORT 29 Top Cheap Weekend Getaways in the U.S.34,020,000.00 $14,501.50 Cultural
SUNSET From the Desert to the Coast, 11 Cities You Need to Visit Now 461,000.00 $62.67 Cultural
THE TRAVEL 10 Best Towns To Visit In California During The Fall 2,200,000.00 $97.51 Cultural
FOX 19 NOW Chamisal Vineyards Nominated for "American Winery of the Year" by Wine Enthusiast Magazine 1,940,000.00 $42.37 Beer/Wine
WTOP 32 Top Cheap Weekend Getaways in the U.S.2,080,000.00 $368.81 Cultural
KTLA 2 California destinations named best 'off-the-beaten-path' getaways in America 8,070,000.00 $281.63 Cultural
BEST LLEGES 10 Best College Towns in America 2,040,000 $193.74 Cal Poly
NEW TIMES Creative culture: Both local artists and outside influences inspire the range of public art in San Luis Obispo 29,000.00 $4.29 Cultural
EXPLORE Popular US Cities With Beautiful Beaches 632,000.00 $0.12 Outdoor
KSBY San Luis Obispo extends Old SLO Trolley service through the fall 656,000.00 $19.77 Support Local
KSBY SLO ranked among top 15 'off-the-beaten path' vacation destinations in the U.S.478,000.00 $19.77 Support Local
TOTALS
16 170,896,000.00 $21,895.12
TOTAL YTD 300,652,671.00 $164,072.83
49 471,548,671.00 $185,967.95
Page 19 of 46
Page 20 of 46
Sep Aug Sep
2022 2023 2023 Asia 3%
Walk-ins 5,891 7,086 6,283 Europe 49%
Phone Calls 690 697 125 Australia/NZ 4%
Emails & Digital 939 1,061 1,065 UK 27%
N. America 33%
C. America 2%
Sep Aug Sep S. America 5%
2022 2023 2023
Calls 91 86 26 West Coast 11%
Southwest 14%
Midwest 36%
Sep Aug Sep South 20%
2022 2023 2023 East Coast 20%
Referrals 1,559 1,608 51
Northern CA 21%
Central Coast 54%
Sep Aug Sep Central Valley 1%
2022 2023 2023 Desert 2%
Email 95 118 132 Southern CA 23%
Phone Calls 430 397 325
Sep Sep Sep
2022 2023 2023 YTD
Fulfilled N/A 15 VisitSLO.com 59 59
Visitor Center 89 89
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO - TBID & PCC
GUEST SERVICES CONTRACT
SEPTEMBER 2023
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877-SLO-TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
VISITOR CENTER ACTIVATIONS
1) Farmer's Market - Every Thursday from Memorial Day to Labor Day was out promoting SLO
VISITOR CENTER HIGHLIGHTS
1) Prepared team for launch of ARTober
3) Beginning the SLO CAL Welcome training process for all staff
2) Welcomed & assisted the students and families back in town as Cal Poly Fall Quarter began
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Agency Report ·September 2023
SLO-TBID
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Agency Repor t
September Activity &Performance
What’s Ahead:
●Quarterly Marketing Plan FY23-24:
Visit SLO - 30/60/90 Marketing Plan - FY23-24
Paid Media
Paid Search
In September,paid search drove 26,304 impressions (-17%decrease YoY),3,304 clicks (-35%
decrease YoY),a 12.56%CTR (-22%decrease YoY),a 40.09%conversion rate (+56%increase YoY)
and 6,198 sessions (-75%decrease YoY)while driving 1,022 hotel referrals (+80%PoP),135
homestay referrals (+13%PoP),and 81 things to do referrals (+1%PoP).The decrease in sessions
can partly be attributed to the differences in ways that sessions were reported in UA3 compared to
GA4,which create more accurate session data in GA4 for reporting purposes.
2
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We are continuing to test optimization opportunities in paid search,and in September we ran two
landing page tests for the Discount Hotels and Motels campaigns.While the Discount Hotels
experiment didn’t provide the results we hoped for,the Motels landing page experiment increased
the conversion rate by 4%and our click through rate by 3%.
Paid Social
Paid social drove 1,804,476 impressions,722,606 users reached,and 25,986 clicks across
Facebook and Instagram with a 1.44%CTR for FB/Instagram (a 27%increase YoY)for 9,828
sessions (a 73%increase YoY)while driving 10 hotel referrals,2 Homestay referrals,2 things to do
referral at a 13%increase in cost YoY.
3
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Display
Display drove 1,809,095 impressions (a 57%increase YoY),8,938 clicks (a 47%increase YoY),a
0.49%CTR (a 7%decrease YoY),and 17,720 sessions (a 87%increase YoY)while driving 31 hotel
referrals,10 homestay referrals,6 things to do referrals,and 9 newsletter signups,at a 50%
increase in cost YoY.
4
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Video
Video campaigns drove 621,483 impressions (a 319%increase YoY),5,593 clicks (a 328%increase
YoY),a 0.90%CTR (a 2%increase YoY),and 1,650 sessions (a 75%increase YoY)while driving 1
things to do referral and 1 newsletter signup,at a 198%increase in cost YoY.
Proactively monitored and optimized paid media placements ($38,345 spend).
Email Marketing
There was significant interest in our primary content about new SLO businesses capturing about
31%of clicks (compared to 18%of clicks on the primary content of the August newsletter).The
September newsletter outperformed our average email performance on open rate and was lower
than average for click rate but still remained within our peer’s average click rate performance.
Total Emails Sent:1
Audiences Reached:All Newsletters Subscribers
Recipients:29,710
Open Rate:45.1%(+13%higher than our average campaign performance)
Average Open Rate for All Emails:39.6%
Click Rate:4.2%(-59%lower than our average campaign performance)
Number of Website Sessions:6,144 (+523%PoP)
Average Session Duration:3:23 (-46%PoP)
Pages /Session:2.53 (-2%PoP)
5
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Engagement Rate:62%(No Change PoP)
Total Hotel Referrals:90 (+100%PoP)
Total Homestay Referrals:35 (+250%PoP)
Total Things to Do Referrals:85 (+372%PoP)
Search Engine Optimization (SEO)&Content Creation
Organic search traffic increased 4%period-over-period and increased 31%year-over-year.
Period-over-period organic hotel partner referrals increased 20%,homestay partner referrals
decreased 12%and things to do referrals decreased 16%.PoP Avg Session Duration decreased
3.5%,engagement rate remained steady,and pages per session decreased 8%.
Page 1 keywords increased by 22%PoP,and total keywords increased by 5%.In September,we
saw additional positive PoP growth of ranked keywords for many of the pages we have optimized,
including a 6%increase to the Places to Eat in SLO page,a 14%increase to the Shopping page,a 9%
increase on the Music page,and an 5%increase to the Homepage for total keywords,with a 22%
increase for page 1 keywords.We are continuing to monitor SEO performance across all of our
pages since our new website launched in July,but are seeing good organic improvements across
the board.
●SEO Optimizations completed
○Page Optimization:LGBTQIA+
○Net New Page:Why Visit San Luis Obispo
Blog Posts
Created new pages on the site:
●BLOG:Guide to Artober (will be repurposed for an Arts &Culture blog)
●BLOG:Where to Go Apple Picking in SLO
Website
The website saw a 47%increase in sessions period-over-period.The engagement rate averaged
43%(-13%PoP),with the highest engagement coming from organic search and email.
Pages/session decreased by 9%PoP,and average session duration decreased by 17%with an
average duration of 1:45.The largest increases in traffic PoP came from Paid Video and email.Total
6
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partner referrals are up 1.5%PoP,with Hotel Referrals up 20%PoP,Homestay referrals down 12%,
and Things to Do referrals down 16%.Across all channels,conversion rate is down 19%PoP.
●Monthly Web Maintenance Items
○WP core updated to 6.3.1
○Plugins:
■ACF
■Gravity Forms
■Permalink Manager Pro
■Relevanssi Premium
■Safe SVG
■Events Calendar
■Events Calendar Pro
■Community Events
■WP Mail SMTP
■WPS Hide Login
■Yoast SEO
○Theme Updates
■Normal content width increased from 800px to 950px
■Adjustment to cookie consent to allow access to the Got It button when
Zendesk is active
■Changed styling of a hidden label in the footer newsletter form to conform
with ADA requirements
7
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Web Retainer
August 2023 *still pending injection from website contingency
Task Hours Accomplishments
Monthly Maintenance,
Coordination,and
Management
3 SLO TBID Page Updates,Chamber Stakeholder Questions,Update
Stakeholder Hero to hold email addresses
8
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Creative Services
9
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August 2023
Task Hours Accomplishments
Monthly Maintenance,
Coordination,and
Management
30.25 Harvest on the Coast -landing page and creative,Central Coast
Co-op creative,VCA ad,Visitor Guide Ad,Cal Poly Graphic
PR,Media,And Influencer Relations
Proactive Pitch Development:
●Foodie Destinations –All Client Pitch –Pitching in Progress
●ARTober –Pitching in Progress
●California Wine Month –Pitching in Progress
●Harvest on the Coast -Pitching in Progress
●Public Art:Art After Dark,SLOMA –Pitching In Progress
10
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Proactive/Reactive Pitching and Outreach:
●Elyse Glickman,Beyond Pumpkin Spice Lattes
●Robin Catalano,Reader’s Digest,Haunted Places
●Juliet Izon,Country Living,Where to go in November
●Arielle Paul,NYT,How a Small California Town is Leading the Way in Sustainability
●Hayley Smith,LA Times,How a Small California Town is Leading the Way in Sustainability
●Elyse Glickman,Global Traveler,California’s Friendliest Fall Cities,
●Mark Ellwood,Today with Hoda &Jenna,,Fall Getaways
●Amanda Norcross,US News &World Report,Fall Family Break Ideas
●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
●Ree Winter,TBD,Eco-tourism
Hosted Media Visit or Influencer Partnerships (3-5 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 (Confirmed)
○Erica Zazo,Backpacker Magazine,Dates December 6-9
DCI’s All Client Pitch Initiative
Proposed:(4-6 pitches throughout 2023-24)
Progress:
3 Complete:What’s New in 2024 (July 2023),Hispanic Heritage Month (August
2023),Foodie Destinations (September 2023)
Media Relations:
DCI met one-on-one with journalists at SATW’s annual conference in Puerto Rico,September 7-11,
to discuss story opportunities and angles on behalf of Visit SLO
DCI 2022-23 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/1X5vv8eqMyV4HSLq4nod-fio_XtbqSyap54Hau1w
V7yY/edit?usp=sharing
11
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September 2023
ORGANIC SOCIAL REPORT
Date: 10/11/23Page 35 of 46
Followers: 26,614 ( 4 %)
Total Follower Gain: 1,023
Total Posts: 155
Total Impressions: 515,708 ( 65%)
(includes both organic & paid)
Total stories: 138
Total Engagements: 15,854 ( 40%)
Engagement Rate: 3.1 % ( 15%)
INSTAGRAM
TOP POSTS:
In September, we saw a continuous increase in audience with over 1,000 followers gained. A reel from August is still going viral
so we are seeing boosts of engagement, impressions, and a follower gain from that as well. Giveaways remain one of the main
ways to gain high traffic.
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Page Fans: 97,458 ( .1%)
Total Net Audience Growth: 72
Total Posts: 20
Total Impressions: 1,799,413 ( 138 %)
Total Organic: 31,115 ( 6.4%)
Total Engagements: 28,775 ( 123%)
Engagement Rate: 1.6 % ( 6.2%)
FACEBOOK
TOP POSTS:
In September, we saw a substantial overall increase in both impressions and engagements. We also saw a larger than
usual increase in audience. We attribute this to sharing engaging content about local events like Oktober Fest and
Farmers’ Market.
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Followers: 53
Total Net Growth: 0%
Total Posts: 2
Total Impressions: 1.01K ( 22%)
Total Saves: 5 ( 150%)
Engagements: 35 ( 84%)
Total Audience: 586 ( 23%)
Engaged Audience: 22 ( 15%)
In September, we saw an increase in engagements and saves. Saves on Pinterest is a main indicator of success on the
platform so this is a positive push forward.
TOP POSTS:
PINTEREST
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Total Audience: 169 ( 1.2%)
Total Posts: 4
Page Views: 8 ( 80%)
Impressions: 424 ( 144%)
Engagements: 20 ( 42%)
Engagement Rate: 5.9% ( 10%)
LINKEDIN
TOP POSTS:
In September, we saw more followers engaging with the content than usual. We are seeing a pattern of must-sees and
best-ofs performing best on this platform.
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WHAT WE WORKED ON THIS MONTH:
- California Wine Month
- New/Updated Highlight Icons/Content
- Back to School / Family Friendly
- Art and Culture
- The Bunker Art Show, Art Starts With
- ARTober Launch
-Experience ARTober Reel, Piano in the Plaza Reel
- New Businesses in SLO (Evergreen Campaign)
- Ticket Tuesday Giveaways (Anam Cre and The Fremont Theatre)
- Continuous Growth From Reels
- “Hidden Gem Hike” (161k views)
- ”Bakeries in SLO” (14.7k views)
- San Luis Obispo Weekly Events Snapshot Story
- Collaborations with @downtownslo and @littleeyes.bigworld Page 40 of 46
OCTOBER’S FOCUS:
- Art and Humanities Month (Experience ARTober)
- Fall Season
- Fall Treats Round-Up
- A Fall Day in SLO, Sustainable Fall/Halloween Shopping
-Cider Round-Up, The Great Pumpkin Contest
- Posting CA Travel Network Stories
- New Hike in SLO, Dog-Friendly Hikes in SLO
- New Businesses in SLO
- Family Weekend / Family Friendly Events
- Events- Railroad Festival, Harvest on the Coast, Spartan Race
- Ticket Tuesday Giveaways (shifted to every other Tuesday)
-The PAC SLO & SLO Brew
- Collaboration with @DowntownSLO & SLOCAL
- Continue current event story round-up (San Luis Obispo Snapshot)Page 41 of 46
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1
Promotional Coordinating Committee Minutes
September 13, 2023, 5:30 p.m.
City Hall, 990 Palm Street, San Luis Obispo
PCC Members
Present:
Committee Member Maureen Forsberg, Committee Member
Clint Pearce, Committee Member Anni Wang, Committee
Member Robin Wolf, Vice Chair Lori Lerian, Chair Samantha
Welch
PCC Members Absent: Committee Member John Thomas
City Staff Present: Tourism Manager Molly Cano, Tourism Analyst Jacqui Clark-
Charlesworth, City Clerk Teresa Purrington
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee
was called to order on September 13, 2023, at 5:30 p.m. in the Council Hearing
Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Welch.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By Committee Member Wang
Second By Committee Member Pearce
To approve the Consent Items 3a. to 3f.
Ayes (6): Committee Member Forsberg, Committee Member Pearce, Committee
Member Wang, Committee Member Wolf, Vice Chair Lerian, and Chair Welch
Absent (1): Committee Member Thomas
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2
CARRIED (6 to 0)
3.a MINUTES OF THE REGULAR MEETING ON JULY 12, 2023
3.b 2023-24 COMMUNITY PROMOTION BUDGET REPORT
3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORTS
3.d SLO CHAMBER VISITOR CENTER REPORTS
3.e SLO CHAMBER GIA SUPPORT REPORT
3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT
4. PRESENTATIONS
4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE
Hollie West, SLO Chamber provided the Committee with an overview of
the Public Relations activity updated for the past two months.
Public Comment:
None
--End of Public Comment--
5. BUSINESS ITEMS
5.a ARTOBER
Staff and contractors provided an overview of the ARTober program plan,
including details of the community engagement campaign, “Experience
ARTober” and pop-up installation “Piano in the Plaza”.
Motion By Vice Chair Lerian
Second By Committee Member Wolf
To approve the plan and budget for ARTober including the PCC
investment of $25,000 from the Community Promotions budget for
ARTober including $17,500 for Verdin for marketing services, and the
support of $13,600 from the Economic Development budget for Piano in
the Plaza.
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3
Public Comment:
None
--End of Public Comment--
Ayes (6): Committee Member Forsberg, Committee Member Pearce,
Committee Member Wang, Committee Member Wolf, Vice Chair Lerian,
and Chair Welch
Absent (1): Committee Member Thomas
CARRIED (6 to 0)
5.b CACP SCORECARD
Staff provided an overview of the CACP grant scoring matrix.
Motion By Committee Member Pearce
Second By Committee Member Forsberg
To approve the CACP grant scorecard for use in the upcoming grant
review as recommended by the task force.
Public Comment:
None
--End of Public Comment--
Ayes (6): Committee Member Forsberg, Committee Member Pearce,
Committee Member Wang, Committee Member Wolf, Vice Chair Lerian,
and Chair Welch
Absent (1): Committee Member Thomas
CARRIED (6 to 0)
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a GIA LIAISON REPORT – Liaison Assignments
Member Lerian and Thomas, and Chair Welch provided updates on their
Liaison assignments.
6.b COMMITTEE OUTREACH UPDATE – Committee Report
6.c TBID BOARD REPORT – TBID Meeting Minutes: August 9, 2023
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4
Committee Member Pearce provided an update on items the TBID has
been working on.
6.d TOURISM PROGRAM UPDATE – Staff Report
Tourism Manage Molly Cano provided an update on the Tourism Program.
7. ADJOURNMENT
The meeting was adjourned at 6:45 PM p.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for October 11, 2023 at 5:30
p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis
Obispo.
APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X
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