HomeMy WebLinkAbout10-02-2012 b1 tbid annual reportM«cue Dna
10-2-1 2
Item Number 3 1
rel counci l•acenaa nepoR t
C I T Y O F S A N L U I S O B I S P O
FROM :
Michael Codron, Assistant City Administrative Office r
Prepared By :
Brigitte Elke, Principal Administrative Analys t
SUBJECT :
ANNUAL REPORT FOR THE TOURISM BUSINESS IMPROVEMEN T
DISTRIC T
RECOMMENDATION
1.Receive and approve the Tourism Business Improvement District (TBID) Board's annua l
report .
2.Adopt a resolution of intention to levy and collect assessments within the TBID area i n
fiscal year 2012-13 at the same rate as in fiscal year 2011-12 .
DISCUSSIO N
Background
In June 2008 Council adopted Ordinance 1517 establishing a tourism business improvement distric t
•as requested by the local lodging industry. The district was formed under the State's Parking an d
Business Improvement Law of 1989, sections 36500 et seq . of the Streets and Highways Code an d
incorporated into the City's Municipal Code under Chapter 12 .42 .
According 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 a n
annual report (Attachment 1) that outlines the past year's efforts and how the funding was used an d
to what effect .
In Section 35634, the law further requires that after the approval of the annual report, Council shal l
adopt a resolution of intention (Attachment 2) to levy an annual assessment for that fiscal year . Th e
resolution also allows for a public hearing in order to receive any written or oral protests against th e
continuation of the district .
Annual Repor t
On September 12, 2012, the TBID Board met in its regular monthly meeting to, amongst othe r
agenda items, finalized the annual report (Board Minutes - Attachment 3). The report reiterates th e
use of the TBID funds within the defined marketing platform that guides the strategy used to delive r
on the TBID's objective and goals . The report content includes :
1.TBID Background and Advisory Bod y
2.The TBID's objective and goal s
3.The Marketing Platform now in us e
•4 . 2011-12 Summary of Activities
5.2011-12 Campaign Metric s
6.2011-12 Financial Statement
B1-1
Council Agenda Report — 2011-12 TBID Annual Repor t
Page 2
Next Step s
Assuming the City Council approves the annual report and adopts the resolution of intention,a
public hearing will be scheduled for October 16, 2012 . The public hearing will allow hoteliers t o
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 writte n
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 of San Luis Obispo for a t
least one year.
FISCAL IMPAC T
According to the City's 2012-13 Financial Plan Supplement, the TBID assessment is estimated hav e
collected $1,025,000 for tourism Marketing in 2011-12 and is awaiting final audit . In 2012-13, th e
TBID is expected to collect $1,055,000 .
ATTACHMENT S
1.Annual Report
2.Resolution of Intentio n
3.TBID Board Draft Minutes from September 12, 2012
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Attachment 1
San Luis Obisp o
0-ceet 4o v
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TBID Annual Report 2011-1 2
Letter from the Chai r
October 2012 marks the fourth anniversary of the Cit y
of San Luis Obispo's Tourism Business Improvemen t
District (TBID). In the four years since its inception, th e
funds collected through the assessment have afforde d
the City a tourism marketing program that has grow n
from an advertising campaign to a comprehensiv e
program designed to bring people to San Luis Obisp o
to visit, enjoy, and most importantly stay for a while .
It is a distinct pleasure to lead the board and it s
elected members as the third TBID Board Chair and to partake in the success of an evolving an d
growing program that has heightened the travelers' awareness of our region and our City as a
place to visit . However, the TBID has not only afforded a cohesive approach to touris m
marketing, it has also formed an organization the City's now 38 hoteliers turn to for information ,
enhancements, and advice .
2011-12 has seen several changes as the TBID continues to mature and attract tourism to Sa n
Luis Obispo . Several components have been added to the marketing mix and promotiona l
platform to now encompass a well-rounded tourism campaign . The board is especially excite d
about the partnerships with Cal Poly Athletics and Nature Corps that not only bring people t o
San Luis hotels, but form ties to these partners, their constituents, and followers . The TBID also
welcomed a new member with the Hampton Inn & Suite that opened in June 2012 and brough t
the lodging member number to 38 .
The past year has also seen change as the board said farewell to longstanding member Joh n
Conner . Mr . Conner was instrumental in the establishment of the TBID in the City and led the
board as chair for two years from its infancy to adolescence . John's efforts and influence wil l
benefit San Luis Obispo's hotels for a long time .
2012-13 started with July Transient Occupancy Tax reaching the highest monthly amount in th e
City's collection history. This achievement gives us confidence that our strategy and executio n
are returning great value to our members and the City as a whole . We're looking forward to ou r
39`h member, The Granada Hotel coming on board, providing a boutique-style lodgin g
opportunity downtown . We'll also see our social media campaign take new heights wit h
ShareSLO .com, which is an interactive social media program connecting our hotel to other grea t
area attractions for an extraordinary SLO experience . Lastly, we're very excited to soo n
welcome a new Tourism Manager who will spearhead our efforts into the future .
Sincerely ,
Clint Pearce
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B 4
TBID Annual Report 2011-1 2
•Content s
Background 3
Goals & Objectives 5
Marketing Platform 6
2011-12 Summary 7
2011-12 Data Comparison 1 1
Financial Statement 14
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B 5
TBID Annual Report 2011-1 2
Tourism Business Improvement District (TBID) — Backgroun d
In June 2008 the City Council adopted Ordinance 1517 establishing the tourism busines s
improvement district (TBID) in the City of San Luis Obispo as requested by the local lodgin g
industry . The assessment of two percent of gross receipts for the district became effective o n
October 1, 2008 and the use of funds was defined in Section 12 .42 .030 of the Municipal Code a s
follow :
'This ordinance is made and enacted pursuant to the provisions of
the Parking and Business Improvement Area Law of 198 9
(Sections 36500 et . seq .,of the California Streets and Highway s
Code). The purpose of forming the district as a busines s
improvement area under the Parking and Business Improvemen t
Area Law of 1989 is to provide revenue to defray the costs of
services, activities and programs promoting tourism which wil l
benefit the operators of hotels in the district through th e
promotion of scenic, recreational, cultural and other attractions i n
the district as a tourist destination ."
Advisory Bod y
The use of the assessment fund is based on the recommendation of the Tourism Busines s
Improvement District advisory board that is staffed by City of San Luis Obispo hotel owners ,
operators, and/or general managers . The board members are appointed by the City Council an d
serve for an initial term of four years with the opportunity to serve second term for a maximu m
of eight years .
2011-12 Advisory Boar d
Name Property Ter m
Clint Pearce – Chair Madonna Inn 3/31/201 5
Tim Billing - Vice-Chair Embassy Suites 3/31/201 3
John Conner Petit Soleil 3/31/201 3
Dean Hutton Apple Farm 3/31/201 3
Joel Koper Holiday Inn 3/31/201 5
Lindsey Ridgeway Courtyard 3/31/201 3
Nipool Patel Comfort Inn 3/31/2016
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B -6
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TBID Annual Report 2011-1 2
Advisory Body Bylaws
In addition to the governing City ordinance, the TBID Board established its advisory body bylaw s
and further defined its role and functions as :
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 an d
prepare an annual marketing program consistent with industry goals and objectives .
B.Develop advertising and promotional programs and projects to benefit the lodging industry in
San Luis Obispo .
C.Present an annual assessment report to the City Council regarding the implemented
promotional programs and projects .
D.Perform any other lawful tasks as directed by the Council .
The board meets monthly on the second Wednesday at 10 a .m . for its regular board meeting . I n
2011-12, the board met in 11 regular monthly meetings, a board retreat, and three specia l
meetings . Additionally, it appointed a budget task force and appointed three of its members t o
serve on the events promotion subcommittee together with three members of the Promotiona l
Coordinating Committee . In order to keep the lodging constituency abreast of all TBID business ,
the board assigned liaisons and each board member is responsible for communication wit h
his/her respective group of hotels . The board chair and staff continue to visit all properties a t
least once a year to personally bring TBID updates and marketing opportunities to eac h
property .
B 7
TBID Annual Report 2011-1 2
Goals and Objective s
Objectiv e
The TBID's objective is to promote tourism to San Luis Obispo and expeditiously increas e
overnight stays in City hotels or simply :"Put heads in hotel beds".
Goal s
The goals to achieve the objective are four-fold and are the base for all promotional efforts an d
the programmatic approach within the marketing strategy :
1.Increase occupancy at all 39 hotel properties throughout the year ;
2.Increase occupancy during shoulder months ;
3.Increase occupancy mid-week ;
4.Stabilize bookings and emphasize the City as a year-round destination .
The objective and the goals are at the core of all efforts put forth under the TBID annual wor k
program . The initial efforts concentrated on an advertising campaign centered around th e
tourism website www .sanluisobispovacations .Four years later, the TBID's program matured
into what could be called a promotional marketing platform utilizing a multitude of elements i n
support of the defined goals and set objective .
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TBID Annual Report 2011-1 2
2011-12 Marketing Strateg y
All of the TBID's efforts are driven by the objective and goals to increase demand for overnigh t
stays and hotel occupancy . The City's tourism website www .sanluisobispovacations .co m
remains the center piece to which all other efforts drive traffic . The main measure within th e
site is the use of the "Hotel Finder" which is dominantly placed on all pages within the site .
In 2011-12 the marketing platform utilized five distinct elements to broaden awareness of Sa n
Luis Obispo as a destination and to actively bring people to town .
2011-12 Marketing Platfor m
Parma
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TBID Annual Report 2011-1 2
2011-12 Marketing Detai l
Advertisin g
With a fully operating media funnel for two years, the campaign ha s
been able to advance the objectives in a slowly maturing travel market .
The funnel concentrates on the four key elements utilizing traditiona l
and online advertising, social media, search tools, search engin e
optimization (SEO) and a monthly newsletter to drive traffic throug h
the funnel and ultimately to booking a hotel room in San Luis Obispo .
tail )
The 2011-12 marketing campaign deepened the targeting of experienc e
specific interests and messages and maximized the user experience o n
the website, using current traveler research and site analytic s
aggregated from the previous year. Some website enhancement s
included interest targeted video segments, new campaign pages, SE O
enhancements to the site, including tracking code and content enhancements, and event s
pages . Additionally, a jump page was developed for PBS' Travelscope and the initial site fo r
ShareSLO was developed .
The executed media plan utilized the following strategies :
•continued emphasis on targeting the TBID's message to the most searched for trave l
terms ;
•utilize digital advertising to build continued exposure with a seasonal emphasis ;
•utilize social and event content to build media message ;
•utilize events specific promotion on the website incorporating media buys and th e
monthly newsletter .
•Monthly give-away in newsletter utilizing events for additional draw .
The following media mix was applied in pursuit of the above mentioned strategy :
•Print publications including consumer magazines and trade publications such a s
Skywest, Via Discover, Westways, Movie Maker Magazine, Coast to Coas t
Newspaper, and the California State and the Central Coast Visitors Guides .
•Online banner ads that appear on travel portals and in line with travel article s
•Search Engine Optimization (SEO) and Pay-per-click Search Engine Marketin g
•Social Media Advertising on Facebook and You Tub e
•Public Relations, including interest, seasonal and event releases, press tri p
coordination and hotelier outreach -
B1 -
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Awareness
(adve using }
Consideratio n
(sxiai, third party) _.:
alty
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TBID Annual Report 2011-1 2
Media Buy Detai l
Site Impressions Clicks Conversion CPA
Rate
Centro -
ValueClick U S
TripAdvisor U S
ContextWe b
Yaho o
Total
1,535,710 1,764 12%$92.0 1
11,345,022 9,673 7%$48.5 0
772,972 1,849 20%$53 .3 1
5,747,576 3,966 5%$72.5 7
7,238,257 8,503 15%$24.5 6
26,639,537 25,755 10%$42.9 7
Media Cos t
Yaho o
ContextWe b
TripAdviso r
ValueClic k
Centro
0%10%20%30 %
Post Click Conversio n
® Centro
ValueClick
TripAdviso r
ContextWe b
® Yaho o•
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Expenditure Detai l
The City's Advertising Agency for the TBID, Rosetta Marketing, pursued once again an aggressiv e
media campaign on- and offline . Due to aggressive media buying, constant monitoring an d
campaign adjustment, the agency spent $741,000 of the contracted $800,000 . $59,900 will b e
moved to fiscal year 2012-13 in support of events promotion and tradeshow material .
Below is the breakdown of the agency's expenditure :
Advertising
2 Medi a
A Media Productio n
ti Website
a Special Project s
a Account Mgmt
B1 1
TBID Annual Report 2011-1 2
Newsletter Campaign
I Newsletter 1 Sent Date Tota l
Recipients
Opens
1
% *Clicks E
I July 7-Jul-11 6897 2281 !33%384
September 1-Sep-11 6903 2201 32%32 5
October",25°-Oct 11 7005 1942 28%282
November 22-Nov-11 7066 1838 26%36 0
December 0-Dec-11 7012 1710 24%26 0
February 1-Feb-12 7177 2024 ,28%48 1
March 21 Mar 12 7269 1618 22%30 9
April 25-Apr-12 8601 2255 26%48 3
May,29vlay 12 8590 2314 27%366 '
industry Average for Open Rates : 24 .7 %
Partnership s
This element seeks partnerships for exclusive lodging in San Luis Obispo . Th e
first opportunity came with Cal Poly Athletics and the City entered into a
three-year agreement to host all of Cal Poly's visiting teams, recruits, an d
athletic guests . 2011-12 was the first year of the agreement and 575 guest s
from eight different sports were lodged in San Luis Obispo not including visitin g
parents and other guests travelling with the teams . Besides the direct lodgin g
component, the sponsorship benefits opened the Cal Poly Athletics newsletter and alumni list t o
the promotional efforts of the TBID in addition to exclusivity on hotel messaging at all th e
stadiums, programs, and promotional tools of Cal Poly Athletics .
In 2011-12, staff started work on a second partnership with Natur e
Corps to secure exclusive lodging of all volunteer vacation participant s
in San Luis Obispo . Since 1987 the Nature Corps has organized luxur y
volunteer vacations to help bridge the gap between dwindling resource s
and the growing need for preservation and rehabilitation of fragil e
wilderness ecosystems within the national and state parks . In San Lui s
Obispo County, the Corps offers two packages that benefit Morro Ba y
and Hearst Castle State Parks . Volunteer vacations have tremendously gained in popularity a s
people are not only looking to visit scenic places, but to give meaning to their travels . Voluntee r
vacations offer this experience as they mix meaningful restoration work in the country's nationa l
and state parks with sightseeing and entertainment . The packages will bring Nature Corp s
participant to San Luis Obispo for stays Monday through Friday and are placed in the shoulde r
months in alignment with the TBID's goals .
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B1 2
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TBID Annual Report 2011-1 2
Tradeshows
The TBID added the attendance at specific trade shows to its program in 2011 with Internationa l
PowWow in San Francisco . PowWow is organized by US Travel and brings several thousan d
travel planners and agents to the United States . It usually takes place on the West coast fo r
three years until it returns to the East Coast for same amount of time . The TBID took advantag e
of the show happening close by and participated in San Francisco in 2011 and Los Angeles i n
2012 . The show is appointment based and all meetings are arranged prior to the beginning o f
the show . It presents an opportunity to include San Luis Obispo in travel agency programs an d
materials around the world and offers the individual hotels an opportunity to follow-up with th e
group leads generated during the show .
In 2011-12, two consumer shows were added to the program with the Los Angeles and the Sa n
Francisco Travel and Leisure Show . Both shows were a great success with 28,000 peopl e
attending the Los Angeles show and 14,000 visiting San Francisco . In addition to the direc t
contact made at the booth to excite people about travelling to San Luis Obsip, staff promote d
upcoming events at both shows . The impact was seen immediately with sign-ups jumpin g
drastically for the SLO Marathon promoted in San Francisco .
Events Promotio n
In 2011-12, the TBID invested in several high profile events and provided the seed mone y
needed to establish them in San Luis Obispo . One of the stipulations for funding is exclusivity fo r
San Luis Obispo lodging and the events are required to actively promote stays in TBID membe r
hotels .
SLO Marathon — April 22, 201 2
The event attracted 3,000 runners to participate in the full and hal f
marathon races and the 5K race . An independent economic analysi s
reported that the event had an economic impact of $3 million t o
the City of San Luis Obispo .-
Remnants of the Past Vintage Show — October 2011 &June 2012
Remnants of the Past started in Nipomo at the Dana Adob e
with a handful of vendors and 300 visitors . In search of a
new and larger location, the organizer, Judy Watkins, an d
the TBID partnered to bring the show to the Madonna Exp o
Center in San Luis Obispo . The show attracted 6,700 visitor s
and 146 vendors to San Luis Obispo with 54% out-of-are a
attendees .
B1 -3
TBID Annual Report 2011-1 2
Concourse D'Elegance — June 201 2
The Concourse is the largest growing fundraiser for Hospice of SL O
County . Previously hosted in Avila Beach, Hospice has found a new hom e
in San Luis Obispo with the help of the IBID . Given the new, more visibl e
location, gate attendance was 47% higher than anticipated . 26% of th e
218 vehicle entries and 40% of the 3,000 attendees came from outsid e
of the San Luis Obispo area .
Additional Events Promotion Support was given to the following
organizations :
â International Film Festiva l
â 2011 Mud Mas h
â Central Coast Rail Road Festiva l
2011-12 Data Compariso n
Transient Occupancy Tax (TOT) 2007 - 201 2
TOT 2011-12 versus 2010-1 1
$5,400,00 0
$5,200,00 0
$5,000,00 0
$4,800,00 0
$4,600,00 0
$4,400,00 0
$4,200,00 0
$4,000,000
2007-08 2008-09 2009-10 2010-11 2011-1 2
$700,00 0
$600,00 0
$500,00 0
$400,00 0
$300,00 0
$200,00 0
$100,000
$-
July AugSept Oct Nov Dec Jan Feb Mar Apr MayJune
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TBID Annual Report 2011-1 2
Occupancy 2010-11 and 2011-1 2
Ma y
Marc h
January
Novembe r
September
July
0 .0 20 .0 40 .0 60 .0 80 .0 100 .0
Average Daily Rate (ADR) 2010-11 versus 2011-1 2
Advertising Result s
It is important to keep in mind that the end goal of all elements of the advertising campaign is t o
drive people to the "Hotel Finder" tool . The website at this point does not incorporate a bookin g
tool and all clicks for actual bookings take people from www .sanluisobispovacations .co m
directly to the hotel websites .
,.r A visits:186,47 3
+w.-. —'Unique Visitors .158,34 0
Pageviews:524,479
Pages i Visit 2 .81
w Avg . Visit Duration :00 :02 :38
D2011-1 2
2010-11
a 83 .85%New visito r
ise363ven
a 16 .15%Returning Visitor
m.1ia yeas
B1 5
TBID Annual Report 2011-1 2
The City's tourism website is fully operational for mobile devise users . Those users are on th e
raise with 27,000 mobile visitors to the site . The most common devises tracked are :
iOS - iPhone / iPad / iPod Touc h
Android : - HTC / Samsun g
Deals &Packages — 21,005 package conversion s
One of the most visited pages on the site, it now contains offerings under :
Wine & Cultur e
Romance & Spa s
Outdoor Adventure s
Secrets of SL O
Specials & Discount s
Hotel Finder and Referral Traffic
17,033 29,681 41,50 2
3 :00 3 :29 3 :50 •
10,659 18,836 25,60 4
7,437 18,600 23,000
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TBID Annual Report 2011-1 2
2011-12 Financial Statement
Budget Time Frame Amoun t
TBID Budget July 2011- June 2012 $ 973,000
Investment Earnings $2,733
2010-11 Carry-Over $ 193,000
Total Budget Fiscal Year 2011-12 $ 1,168,733
Expenditure 2011-1 2
Level Studios Contract July 2011-June 2012 $800,000
SLO VCB incl . hotel membership July 2011- June 2012 $119,000
Chamber of Commerce July 2011- June 2012 $ 38,100
STR Report $3 ,550
Central Coast Tourism Council & Guide $7,860
CA State Visitors Guide $2,000
Events Promotion ---$59,000
Trade shows $ 32,700
Partnerships — Cal Poly $ 57,500
City Administration 4% of actual assessment $ 39,80 0
Total Expenditure $1,159,510
B1 -7
Attachment 2
RESOLUTION NO . XXXX (2012 Series )
RESOLUTION OF THE CITY OF SAN LUIS OBISPO DECLARING IT S
INTENTION TO CONTINUE THE SAN LUIS OBISPO TOURISM BUSINES S
IMPROVEMENT DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEV Y
THE ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR TH E
PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR 2012-1 3
WHEREAS the Parking and Business Improvement Law of 1989, sections 3650 0
et seq .of the Streets and Highways Code, authorizes cities to establish busines s
improvement districts for several purposes, one of which is promotion of tourism ; an d
WHEREAS the lodging businesses within the proposed City of San Luis Obisp o
Tourism Business Improvement District had requested the City of San Luis Obisp o
establish such a self-assessment improvement district in 2008 ; an d
WHEREAS the San Luis Obispo Tourism Business Improvement District wa s
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 ; an d
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 Improvemen t
Law require the advisory board to prepare and submit an annual report stating propose d
changes, improvements and activities for the fiscal year ; and
WHEREAS this report was filed and approved by the City Council on October 2 ,
2012 .
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City o f
San Luis Obispo as follows :
a)The San Luis Obispo City Council proposes to continue the establishe d
Tourism Business Improvement District in the City of San Luis Obispo i n
accordance with City Municipal Code Chapter 12 .42 and the California Street s
and Highways Code, sections 36500 et seq .(Parking and Busines s
Improvement Law of 1989).
b)The assessment levied by the Tourism Business Improvement District shall b e
used to promote lodging at the hotels within the district and administer a
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B1-18
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Attachment 2
marketing program that increases overnight hotel stays pursuant to the se t
goals .
c)The assessment will be levied and allocated by the City of San Luis Obispo .
d)The assessment is proposed to be levied on all "hotels", as that term is define d
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 fo r
occupancy by transients for dwelling, lodging or sleeping purposes, an d
includes any hotel, inn, tourist home or house, motel, studio hotel, bachelo r
hotel, lodging house, rooming house, apartment house, dormitory, public o r
private club, mobile home or house trailer at a fixed location, or other simila r
structure or portion thereo f
The assessment shall be based on two percent (2%) of gross room rent .
New hotels shall not be exempt from immediate assessment .
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 th e
Streets and Highways Code, is to allow for comments on the District an d
proposed assessment, and is hereby set for 6 P .M ., Tuesday, October 16, 2012 ,
before the City Council of San Luis Obispo at the City Council Chambers a t
990 Palm Street, San Luis Obispo, California .
h)At the public hearing, the testimony of all interested persons for or against th e
continuation of the District, the boundaries of the District, or the furnishing o f
specified types of improvements or activities will be heard .
i)Any protest against the continuation of the City of San Luis Obispo Touris m
Business Improvement District and the levying of the assessment, or any aspec t
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 show n
on the official records of the City of San Luis Obispo as the owner of th e
business, then the protest shall contain or be accompanied by written evidenc e
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 i n
writing and clearly state the irregularity or defect to the City of San Lui s
Obispo at 990 Palm Street, San Luis Obispo, CA 93401 .
J) If, at the conclusion of the public hearing, there are of record, written protest s
by the owners of businesses within the proposed San Luis Obispo Touris m
Business Improvement District that will pay fifty percent (50%) or more of th e
total assessments of the entire San Luis Obispo Tourism Business Improvemen t
District, no further proceedings to continue the San Luis Obispo Touris m
e)
f)
g )
Attachment 2
Business Improvement District shall occur . New proceedings to form the Sa n
Luis Obispo Tourism Business Improvement District shall not be undertake n
again for a period of at least one (1) year from the date of the finding . If th e
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 Lui s
Obispo Tourism Improvement District .
BE IT THEREFORE RESOLVED,the City Clerk is instructed to provide notice a s
required by the City Municipal Code Chapter 12 .42 and the Parking and Busines s
Improvement Law of 1989, section 36534, subpart (7) of the Streets and Highways Code ,
to wit: the City Clerk shall give notice of the public hearing by causing the resolution o f
intention to be published once in a newspaper of general circulation in the City no less tha n
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 , 2012 .
Mayor Jan Mar x
ATTEST :
Maeve Kennedy Grime s
City Clerk
APPROVED AS TO FORM :
J . Christine Dietric k
Christine Dietrick, City Attorney
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B1-20
Attachment 3
Tourism Business Improvement District
Meeting Minutes
Wednesday, September 12, 201 2
10 am
City Hall -Council Hearing Roo m
CALL TO ORDER :Chair Clint Pearce
DRAF T
PRESENT :Hutton, Patel, Billing, Walke r
STAFF PRESENT :Brigitte Elke, Principal Administrative Analys t
OATH OF OFFICE
Kimberly Walker with the Granada Hotel, who was appointed by the City Council o n
September 4, 2012, took her oath of office .
PUBLIC COMMENT
•
Chamber of Commerce CEO, Ermina Karim, invited the board to partake in the visio n
workshop and new layout and design meetings for the new Visitors Center . She asked the
board to place the formation of a task force for that purpose on the October agenda . Staff
was asked to do so .
Molly Cano with the VCB handed out the new bags for the 2012 Sunset Savor the Centra l
Coast. She mentioned the article on the Nature Corps partnership in the LA Times tha t
featured the volunteer vacations as the main travel tip .
She also reported on the VCB's pitch to the Western States Airport Association to bring it s
annual conference to San Luis Obispo in April 2012 . She asked the board to mark th e
calendar for the January 2013 VCB annual vision workshop taking place at the Performin g
Art Center .
CONSENT AGEND A
ACTION :
Moved by Patel/Huttonto approve the consent agenda as presented .
Motion carried 5 :0
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Tourism Board Improvement District Minutes
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BUSINESS ITEMS
1.ANNUAL REPORT
The Commissioners found the report complete, well drafted, and easy to read .
Commissioner Hutton asked whether events promotion should be added as a goal . The
commissioner concluded that events promotion was one of the strategies used to fulfill th e
goals . The commissioners asked that the smaller events supported in 2011-12 b e
mentioned under the specific section in the report.
ACTION :
Moved by Hutton/Patel to approve the annual report with the addition o f
events support as directed .
Motion carried 5 :0
2.RFP FOR HOTEL BEAUTIFICATIO N
Board Chair Pearce introduced the item and explained how the topic came about . Such a
program would add a beautification component to the TBID program and introduce a n
annual RFP process . A subcommittee would need to be formed to review proposals fo r
beautification and curb appeal . As this topic was brought forth by a hotel member, it wa s
important to have the discussion at the board meeting .
Though the commissioners liked the idea, they concurred that the current program stil l
needed to be marketing centric in order to deliver on objective and goals . Maybe in th e
future, programs that benefit individual properties could be considered, but right now th e
entire assessment should be spent to benefit all. No follow-up was needed .
3.HOTEL LIAISON S
Due to two new members on the board, the liaison list needed updating . Though most o f
the interaction will probably shift to the new Tourism Manger, it seemed important tha t
the board members kept in touch with the assigned properties . Commissioner Walker wa s
assigned the Sands Inn & Suites, The Best Western Somerset Inn, Villa San Luis & Lo s
Padres Inn, and the Coachman Inn . Commissioner Ridgeway will serve as the liaison t o
Petit Soleil, Garden Street Inn, Hostel Obispo, Economy Motel, and The Sanitarium . Staff is
to update the list and send to the commissioners .
4.UPDATES
Economic Development Manager Claire Clark gave the update on the hiring process . Fro m
127 applicants, 12 were selected to interview on September 18, 2012 . The finalists will b e
invited to an interview with TBID and PCC members Hutton, Patel, Fidler, and LeMieux .
This interview will also include a brief written assignment with oral presentation of th e
subject.
Staff gave the update on the Nature Corps partnership and the involvement of the progra m
in Sunset's Savor the Central Coast . Lindsey Miller with the Chamber of Commerce reporte d
that the PR release was getting a lot of attention as it is a different offering and writers ar e
picking it up readily .
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Staff also provided an update on the upcoming Savor the Central Coast event and the City's
booth the Pavilion.
COMMITTEE COMMUNICATIO N
Board Chair Pearce reported on the visits to hotel members to promote the Nature Corp s
partnership .
Staff provided an overview on the topics before the PCC in September .
Meeting adjourned at 10 :55 a m
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