HomeMy WebLinkAbout06-13-2024 TBID Agenda Packet - Special Meeting
Tourism Business Improvement District Board
AGENDA
Thursday, June 13, 2024, 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 Bates will call the Special Meeting of the Tourism Business Improvement
District Board to order.
2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
At this time, people may address the Committee about items not on the agenda.
Comments are limited to three minutes per person. Items raised at this time are
generally referred to staff and, if action by the Committee is necessary, may be
scheduled for a future meeting.
3.CONSENT
3.a MINUTES OF TBID SPECIAL MEETING ON MAY 22, 2024 5
3.b SMITH TRAVEL REPORT (STR)11
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 13
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 15
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 17
3.f NOBLE STUDIOS & DCI MARKETING MONTHLY REPORT 19
3.g BADGER BRANDING ORGANIC SOCIAL REPORT 35
4.BUSINESS ITEMS
4.a SUSTAINABLE AG EXPO SPONSORSHIP (15 MIN)43
The Board will consider the funding request from the Vineyard Team for
sponsorship support of the Sustainable AG Expo.
4.b BADGER BRANDING PROPOSAL (25 MIN)
Representatives from Badger Branding will present a proposal for
content marketing services for the Board's consideration.
4.c FY2024-25 BUDGET UPDATE (15 MIN)
Staff will present an update to the adopted budget for FY24-25 for final
Board approval.
4.d VISIT SLO CAL CO-OP MARKETING CONSIDERATIONS (20 MIN)
Staff will present the cooperative marketing opportunities with Visit SLO
CAL for the Board’s review and approval.
4.e MIDWEEKEND SUMMER PROMOTION (20 MIN)
Representatives from Noble Studios will present a revised program plan
for a summer MidWeekend promotion for the Board's consideration.
4.f SUSTAINABLE SLO MARKETING PLAN UPDATE (10 MIN)
Staff will present an update to the development of the Sustainable SLO
Marketing Plan for the Board's review and approval.
5.TBID LIAISON REPORTS AND COMMUNICATION
5.a HOTELIER UPDATE – LIAISON REPORTS
5.b PCC UPDATE – LIAISON REPORT
5.c VISIT SLO CAL UPDATE – LIAISON REPORT
5.d TOURISM PROGRAM UPDATE – STAFF REPORT
6.ADJOURNMENT
The next Special Meeting of the Tourism Business Improvement District Board
is scheduled for June 26, 2024 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 toPortal
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
May 22, 2024, 9:30 a.m.
City Hall, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Lori Keller, Member Sandy Sandoval, Vice Chair Clint
Pearce, Chair Lydia Bates
TBID Board Absent: Member Winston Newland, Member Nipool Patel, Member
Prashant Patel
City Staff Present: Economic Development & Tourism Manager Molly Cano,
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth
_____________________________________________________________________
1. CALL TO ORDER
A Special Meeting of the San Luis Obispo Tourism Business Improvement District
Board was called to order on May 22, 2024 at 9:30 a.m. in the Council Hearing
Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Bates.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By Vice Chair Pearce
Second By Member Keller
To approve Consent Items No. 3a through 3g.
Ayes (4): Member Keller, Member Sandoval, Vice Chair Pearce, and Chair Bates
Absent (3): Member Newland, Member Nipool Patel, and Member Patel
CARRIED (4 to 0)
Page 5 of 49
2
3.a MINUTES OF TBID REGULAR MEETING ON APRIL 10 AND SPECIAL
MEETING ON APRIL 16 AND MAY 1
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 RFP PROCESS UPDATE (20 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth,
Hayley Corbett, Noble Studios and Yanick Dalhouse, Uniquely Driven
presented the report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Vice Chair Pearce
Second By Member Sandoval
To approve a budget of $98,400 for the addition of Uniquely Driven for
Public Relations as a subcontractor to Noble Studios as part of the
Destination Marketing Services contract.
Ayes (4): Member Keller, Member Sandoval, Vice Chair Pearce, and Chair
Bates
Absent (3): Member Newland, Member Nipool Patel, and Member Patel
CARRIED (4 to 0)
4.b STRATEGIC PLAN UPDATE (10 MIN)
Economic Development & Tourism Manager Molly Cano presented the
staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Page 6 of 49
3
Motion By Member Keller
Second By Vice Chair Pearce
To direct staff to proceed with getting proposals for an update of the
Strategic Plan with the not to exceed amount of $39,000.
Ayes (4): Member Keller, Member Sandoval, Vice Chair Pearce, and Chair
Bates
Absent (3): Member Newland, Member Nipool Patel, and Member Patel
CARRIED (4 to 0)
4.c FY 24-25 TBID PROGRAM BUDGET (25 MIN)
Economic Development & Tourism Manager Molly Cano presen ted the
staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Member Keller
To forward an approval recommendation to City Council for the 24-25
TBID budget as presented.
Ayes (4): Member Keller, Member Sandoval, Vice Chair Pearce, and Chair
Bates
Absent (3): Member Newland, Member Nipool Patel, and Member Patel
CARRIED (4 to 0)
4.d SUMMER SUPPLEMENTAL PAID MEDIA PLAN (15 MIN)
Noble Studios presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Vice Chair Pearce
Second By Member Keller
To approve Option 2 for the Summer Supplemental Paid Media Plan in the
amount of $52,930.
Page 7 of 49
4
Ayes (4): Member Keller, Member Sandoval, Vice Chair Pearce, and Chair
Bates
Absent (3): Member Newland, Member Nipool Patel, and Member Patel
CARRIED (4 to 0)
4.e MIDWEEKEND PROMOTION RECAP (30 MIN)
Staff and contractor representatives from Noble Studios, SLO Chamber
and Badger Branding presented the report and responded to inquiries.
Noble Studios presented the opportunity for a summer MidWeekend
program.
Public Comment:
None
--End of Public Comment--
ACTION: Direction provided to bring back an update to future meeting
with recommended changes, but no action taken.
4.f BROCHURE REPRINTING BUDGET CONSIDERATION (10 MIN)
Tourism & Community Promotions Manager, Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Motion By Vice Chair Pearce
Second By Member Sandoval
To approve the reprinting the brochure at the presented quantity.
Ayes (4): Member Keller, Member Sandoval, Vice Chair Pearce, and Chair
Bates
Absent (3): Member Newland, Member Nipool Patel, 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 Bates provided a brief update on PCC activities.
5.c VISIT SLO CAL UPDATE – LIAISON REPORT
Vice Chair Pearce and Economic Development & Tourism Manager Molly
Cano provided a brief update on Visit SLO CAL activities.
Page 8 of 49
5
5.d TOURISM PROGRAM UPDATE – STAFF REPORT
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
Manager provided a brief update on the tourism programs.
6. ADJOURNMENT
The meeting was adjourned at 11:31 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for June 1 3, 2024 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
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Page 10 of 49
May 2024
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 69.48 71.33 70.01 206.80 190.04 201.92 143.69 135.55 141.36 5.40 -0.21 3.70 13.09 -3.86 7.78 19.19 -4.06 11.77
City of Paso Robles 60.04 64.37 61.28 159.78 251.76 187.39 95.93 162.06 114.83 -18.81 -14.25 -17.49 -0.77 -2.81 -1.03 -19.44 -16.66 -18.34
City of Pismo Beach 52.39 77.61 59.60 186.92 281.17 221.99 97.94 218.21 132.30 -3.99 3.44 -1.35 2.94 -6.94 -1.06 -1.17 -3.74 -2.40
City of San Luis Obispo 64.93 81.20 69.58 145.70 223.11 171.51 94.60 181.16 119.33 7.22 1.71 5.32 0.57 -7.45 -3.69 7.83 -5.87 1.43
City of Morro Bay 56.45 69.92 60.30 121.64 184.43 142.44 68.67 128.95 85.89 -6.33 -2.79 -5.19 -6.33 -5.20 -5.52 -12.26 -7.85 -10.42
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 66.65 81.01 70.75 181.12 197.78 186.57 120.71 160.22 132.00 0.59 1.17 0.78 1.15 -3.44 -0.47 1.75 -2.31 0.31
City of Paso Robles 63.14 78.43 67.51 165.52 293.96 208.16 104.51 230.56 140.52 -12.28 -11.54 -12.03 1.51 1.21 1.49 -10.95 -10.47 -10.73
City of Pismo Beach 53.54 83.23 62.02 191.23 280.91 225.61 102.39 233.80 139.94 -12.51 -2.05 -8.77 1.03 -9.98 -3.22 -11.61 -11.82 -11.71
City of San Luis Obispo 65.99 84.79 71.36 147.86 236.95 178.10 97.57 200.91 127.10 1.95 -3.95 -0.13 2.16 -5.48 -2.21 4.16 -9.22 -2.34
City of Morro Bay 56.99 80.65 63.75 124.28 220.54 159.07 70.83 177.88 101.41 -7.03 -3.12 -5.65 -2.40 -1.81 -1.55 -9.26 -4.87 -7.11
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 65.94 81.11 70.27 177.36 209.71 188.02 116.95 170.10 132.13 -0.46 0.18 -0.25 -1.23 -3.75 -2.14 -1.68 -3.57 -2.39
City of Paso Robles 64.85 81.88 69.71 166.59 316.14 216.78 108.03 258.85 151.12 -5.94 -4.82 -5.57 3.72 1.63 2.88 -2.44 -2.44 -2.84
City of Pismo Beach 53.42 82.55 61.75 195.29 347.69 253.57 104.32 287.03 156.59 -12.30 3.14 -6.97 2.49 -3.04 2.06 -10.12 -10.12 -5.05
City of San Luis Obispo 67.54 88.30 73.47 143.80 257.53 182.85 97.12 227.39 134.34 8.86 4.31 7.26 -0.21 -3.41 -2.41 8.63 8.63 4.68
City of Morro Bay 56.95 84.54 64.83 125.82 233.60 165.98 71.66 197.50 107.61 -9.54 6.10 -4.28 -5.62 -4.15 -2.61 -14.63 -14.63 -6.78
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 60.64 73.41 64.29 170.10 190.12 176.63 103.15 139.57 113.56 0.68 -0.88 0.16 -2.65 -3.98 -3.17 -1.99 -4.82 -3.01
City of Paso Robles 60.53 79.35 65.91 180.86 304.61 223.42 109.48 241.71 147.26 -5.49 -8.75 -6.64 1.92 1.36 1.20 -3.67 -7.51 -5.51
City of Pismo Beach 61.35 80.23 66.74 224.65 351.45 268.20 137.82 281.99 179.01 6.79 1.07 4.76 -2.89 -2.38 -3.23 3.71 -1.33 1.38
City of San Luis Obispo 62.87 76.97 66.90 159.58 227.84 182.02 100.33 175.37 121.77 2.39 -0.26 1.50 -2.88 -3.78 -3.47 -0.56 -4.03 -2.01
City of Morro Bay 57.63 76.45 63.01 142.13 187.78 157.95 81.92 143.56 99.53 4.25 12.87 7.09 -2.74 -5.15 -3.20 1.40 7.06 3.66
For the Week of May 26, 2024 to
June 01, 2024
For the Week of May 19, 2024 to
May 25, 2024
For the Week of May 12, 2024 to
May 18, 2024
For the Week of May 05, 2024 to
May 11, 2024
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Page 11 of 49
Page 12 of 49
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$ 1,297,863$ 1,245,883$ -4.0%
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$ 1,057,478$ 1,037,499$ -1.9%
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$ 1,039,589$ 1,024,869$ -1.4%
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$ 993,400$ 986,681$ -0.7%
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$ 770,599$ 757,010$ -1.8%
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$ 628,735$ 628,344$ -0.1%
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$ 554,408$ 621,595$ 12.1%
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$ 735,450$ 687,480$ -6.5%
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$ 807,997$ 850,157$ 5.2%
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$ 1,056,663$ 1,004,872$ -4.9%
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$ 910,508$
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$ 1,160,330$
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$ 11,013,020$ 8,844,390$
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 72.7 71.2 -2.1%192.94 194.69 0.9%140.26 138.57 -1.2%
October 69.9 70.1 0.3%182.95 184.24 0.7%127.88 129.19 1.0%
November 61.6 62.7 1.8%168.42 164.58 -2.3%103.79 103.23 -0.5%
December 54.1 56.5 4.4%151.40 149.65 -1.2%81.88 84.56 3.3%
January 50.4 54.3 7.7%136.18 139.69 2.6%68.59 75.79 10.5%
February 65.9 59.7 -9.4%156.67 152.68 -2.5%103.3 91.2 -11.71%
March 64.0 67.9 6.1%159.72 160.49 0.5%102.16 108.93 6.63%
April 73.8 72.1 -2.3%191.52 187.59 -2.1%141.40 135.30 -4.31%
May 67.5 181.38 122.36
June 74.2 206.77 153.52
Total/Average 67.71 0.01 177.13$ -0.01 121.71$ 0.00 Updated: 06/06/2024
Occupancy ADR RevPAR*Figures from Smith
Travel Research Report
TOT Comparison
Page 13 of 49
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Report to City of SLO – TBID and PCC
Public Relations Contract
May 2024
PR ACTIVITY
Implementation/Proactive Work
Hosted three media events and met with four media indivudally across three counties on Southern California Media Mission
Began planning for travel influencer Karina Henry's upcoming stay
Began planning for sustainability influencer Ashley Diedenhofen's upcoming stay in partnership with Kind Traveler and Visit California
Met with San Diego-based media Brandon Hernandez after the SoCal Media Mission
Continued planning for sustainability influencer Delilah Harvey's upcoming stay
Attended Visit California's influencer strategy webinar
Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign
Responsive leads
Pitched "Teenifornia" and "Pride Month" story ideas to Visit California
Pitched "Farm & Agriculture", "Winery Events", "Late Summer Road Trips", "Where to U-Pick", "Wine Tours", "Family Summer on the Coast", "Wineries on the Central Coast",
"Pet Friendly Travel", "Sports Activities", "LGBTQ Travel", "Native/Indigenous History & Culture" and "Alternative Transportation" to Central Coast Tourism Council
Partnerships
Began working on Downtown Summer Spending campaign with the City
Continued planning for SoCal Spring Media Mission with DCI
Continued working with Badger Branding on Downtown Neighborhood Map
Met with Petit Soleil's new PR team
Continued working with the City, DCI, Noble and Badger Branding on Sustainable SLO marketing plan
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
EAT THIS, NOT THAT 7 Best Fitness & Wellness Adventures in San Luis Obispo 7,541,711.00 $69,760.00 Outdoor MEDIA HOSTING
MOVIEMAKER MAGAZINE SLO International Film Festival Wraps 30th Anniversary With Plans for New SLO Film Center 239,000.00 $42.55 Cultural MEDIA HOSTING IN PARTNERSHIP W/SLOIFF
KSBY City Farm SLO welcomes the Sheep Shearing Shindig back to the Central Coast 478,000.00 $39.54 Family PROACTIVE PITCHING
TIMEOUT The best Pride parades and festivals in the U.S. to celebrate LGBTQ rights 19,000,000.00 $895.51 Cultural PROACTIVE PITCHING FROM DCI
TRAVEL PULSE Six Lesser-Known Pride Celebrations to Consider in June 405,000.00 $62.77 Cultural PROACTIVE PITCHING FROM DCI
GREEN LODGING NEWS Every Hotel Stay Plants Trees in San Luis Obispo as Part of Every Stay Gives Back Program 2,000.00 $0.94 Sustainability PROACTIVE PITCHING IN PARTNERSHIP W/KIND TRAVELER
JEWISH JOURNAL ONLINE Embracing the Heart of Giving: Voluntourism in San Luis Obispo 190,000.00 $32.82 Sustainability RESPONSIVE PITCHING IN PARTNERSHIP W/VISIT SLO CAL
VISIT CALIFORNIA Pride Month Across California 230,243.00 Cultural RESPONSIVE PITCHING
MSN TRAVEL 10 Underrated Destinations for Father's Day 157,190,000.00 $15,444.86 Family
REDFIN BLOG Summer Lovin' in SLO: Summer Things to Do in San Luis Obispo, CA 33,300,000.00 $2,173.22 Cultural
KTLA Announcing the SLO Film Center at the Palm Theatre 8,070,000.00 $1,406.75 Cultural
YAHOO UK The revival of California's vintage motels – thanks to Barbie, Instagram and a cult new coffee table book 2,940,000.00 $194.05 Cultural
WTMJ Best U.S. cities to travel to with your dog 1,250,000.00 $132.89 Family
TINYBEANS We Tried Amtrak's Pacific Surfliner & Here's Why It's the Perfect Family Getaway 1,090,000.00 $81.06 Family
KSBY Two San Luis Obispo hotels receive Michelin Guide recognition 478,000.00 $39.54 Cultural
BLOGARAMA 12 Pros and Cons of Moving to San Luis Obispo, CA: A Guide for Renters 125,000.00 $11.15 Cultural
PASO ROBLES DAILY NEWS New collaborative film center opening in San Luis Obispo 85,000.00 $6.39 Cultural
THE WILDEST The 10 Most Dog-Friendly Cities for Summer Vacation 37,000.00 $4.19 Family
REPORT WIRE The Ultimate San Luis Obispo, CA Bucket List 5,000.00 $1.15 Cultural
TOTALS
19 232,655,954.00 $90,329.38
TOTAL YTD 3,391,084,251.00 $1,313,783.78
167 3,623,740,205.00 $1,404,113.16
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May Apr May
2023 2024 2024 Asia 5%
Walk‐ins 6,752 5,289 6,265 Europe 49%
Phone Calls 572 199 155 Australia/NZ 14%
Emails & Digital 1,028 1,386 1,320 UK 10%
N. America 9%
C. America 2%
May Apr May S. America 9%
2023 2024 2024
Calls 50 29 23 West Coast 21%
Southwest 8%
Midwest 22%
May Apr May South 26%
2023 2024 2024 East Coast 24%
Referrals 1,126 41 29
Northern CA 24%
Central Coast 44%
May Apr May Central Valley 2%
2023 2024 2024 Desert 0%
Email 135 118 142 Southern CA 30%
Phone Calls 326 130 135
May May May
2023 2024 2024 YTD
Fulfilled N/A 64 VisitSLO.com 97 208
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO ‐ TBID & PCC
GUEST SERVICES CONTRACT
MAY 2024
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877‐SLO‐TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
VISITOR CENTER ACTIVATIONS
Visitor Center at SLO Farmer's Market (Thursday)
VISITOR CENTER HIGHLIGHTS
1) Organizing the Visitor Center out at Thursday Farmers' Market after Memorial Day.
3) Providing resources and events fliers to our hotel partners
2) Getting the hotel occupancy for graduation to be able to best direct our guests
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Agency Report ·May 2024
SLO-TBID
Page 19 of 49
Agency Repor t
May Activity &Performance
What’s Ahead:
●Quarterly Marketing Plan FY23-24:
Visit SLO - 30/60/90 Marketing Plan - FY23-24
Paid Media
Paid Search
In May,paid search drove 26,234 impressions (+3%YoY),3,215 clicks (-12%YoY),12.26%CTR
(-15%YoY),a 68.21%conversion rate (+104%YoY),a $3.54 average CPC (+6%YoY)and 6,672
sessions (-10%YoY)while driving 1,722 hotel referrals (+72 YoY),139 homestay referrals (+70%
YoY),and 256 things to do referrals (+169%YoY)at a 9%decrease in cost YoY.
2
Page 20 of 49
This graph shows PoP data as YoY comparisons within the GA4 dashboard are not available,as GA4 was
implemented less than one year ago.
Paid Social
Paid social drove 1,168,614 impressions (-54%YoY),564,493 users reached,and 21,194 clicks
(-30%YoY)across Facebook and Instagram with a 1.81%CTR for FB/Instagram (+53%YoY)for
12,043 sessions (+3%YoY)while driving 47 hotel referrals (+96%YoY),9 Homestay referrals (+50%
YoY),and 28 things to do referral (+600%YoY)at a 44%decrease in cost YoY.
Over the last several months we have been optimizing our campaigns to drive higher quality leads and
improve conversion rates for our campaigns.
Display
Display drove 2,328,418 impressions (+232%YoY),4,076 clicks (-62%YoY),a 0.18%CTR (-88%
YoY),a 1.38%conversion rate (+60%YoY)and 2,537 sessions (-53%YoY)while driving 31 hotel
referrals (-40%YoY),7 homestay referrals (-46%YoY),and 8 things to do referral (+60%YoY),at a
32%decrease in cost YoY.
As Google transitions away from traditional static display ads,we expect to continue to see
decreases in performance for these types of static ads.New ad formats such as Performance Max
and Demand Gen ads allow Google to utilize machine learning and AI to improve performance by
dynamically switching out headlines,descriptions,and other assets.We will continue to build out
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and shift budget to more ads for these types of ads to utilize these new tools and continue to drive
higher levels of engagement and performance across the display networks.
This graph shows PoP data as YoY comparisons within the GA4 dashboard are not available,as GA4 was
implemented less than one year ago.
Performance Max (PMAX)
Performance Max campaigns drove 23,365 impressions,2,627 clicks,an 11.24%CTR,a 33%
conversion rate and 2,879 sessions while driving 49 hotel referrals,1 homestay referral and 526
things to do partner referrals at a total spend of $733.
PMAX Ad Examples:
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Demand Gen
Demand Gen campaigns drove 31,689 impressions,594 clicks,a 1.87%CTR,a 7.79%conversion
rate and 418 sessions while driving 34 hotel referrals,10 homestay referrals,and 4 things to do
partner referrals at a total spend of $737.
Proactively monitored and optimized paid media placements ($36,840 spend).
Email Marketing
Monthly Newsletter
In May,we sent two newsletters to all subscribers.The first email focused on spring events and
highlighted SLO’s Kind Traveler initiative.The second email focused on downtown SLO,local
shopping,dining options,and the chance to win a sustainable trip.In May,our newsletters drove
1,216 sessions (+257%PoP),152 total par tner referrals (+300%PoP),60 hotel referrals (+233%
PoP),had an average engagement rate of 63%(+34%PoP),an average session duration of 2m 44s
(+34%PoP),and an average pages/session of 2.91 (+40%PoP).
Key Takeaway:Both emails in May showed high levels of engagement when looking at the
engagement rate,pages per session,and average engagement time.The email that prioritized
downtown SLO,local shopping and dining options and the chance to win a sustainable trip drove 5x
as many partner referrals and over twice as many hotel referrals.
5
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May Newsletter Snapshot |Fresh Spring Events in SLO
●Send Date:Friday,5/3/24
●Audience Reached:All Newsletters Subscribers
●Recipients:21,741
●Open Rate:46.9%
●Click Rate:2.9%
●Number of Website Sessions:686
●Average Session Duration:2:18
●Pages /Session:2.67
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●Engagement Rate:62.83%
●Total Partner Referrals:25
●Total Lodging Referrals:12
May Newsletter Snapshot |What’s Up in Downtown SLO?
●Send Date:Wednesday,5/22/24
●Audience Reached:All Newsletters Subscribers
●Recipients:22,127
●Open Rate:49.9%
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●Click Rate:2.8%
●Number of Website Sessions:485
●Average Session Duration:3:00
●Pages /Session:3.30
●Engagement Rate:63.71%
●Total Partner Referrals:125
●Total Lodging Referrals:46
Search Engine Optimization (SEO)&Content Creation
Organic search traffic decreased 5%period-over-period and increased 38%year-over-year.
Organic search generated 841 hotel partner referrals (+143%YoY),54 homestay partner referrals
(+80%YoY),and 2,120 things to do referrals (+89%YoY).YoY Average Session Duration increased
by 159%,and pages per session increased by 32%.
Page 1 keywords increased to 1,191 (+35%YoY),and total keywords decreased to 4,838 (+37%
YoY).In May,we optimized the Avila Beach page and the San Luis Obispo Hikes page.We are
continuing to monitor SEO performance across all of our pages since our new website launched
last July,and are seeing good organic improvements across the board.
Cal Poly Page (Optimized in November)
Things to Do Page (Optimized in January)
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Breakfast Page (Optimized in February)
Website
In May,the website saw 66,880 total sessions (+24%YoY).The highest engagement rates came
from organic search,email,and referral traffic.May saw an average of 1.93 pages per session
(+28%YoY)and an average session duration of 1:52 (+93%YoY).In May we saw 3,403 Hotel
Referrals (+97%YoY),354 Homestay referrals (+85%YoY),and 3,244 Things to Do referrals (+100%
YoY).
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MRO Updates:
Plugins:
○Plugins and Updates
■WP core 6.5.3
■Gravity Forms
■Gravity Forms Mailchimp
■Permalink Manager Pro
■Events Calendar
■Events Calendar Community Events
■Events Calendar Pro
■WP Hide Login
■Yoast SEO
■ACF Pro
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Web Retainer
Monthly Progress
Task Hours Accomplishments
Monthly Maintenance,
Coordination,and
Management
3.25 Neighborhood page update support +fix for video upload
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Creative Services
Monthly Progress
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Task Hours Accomplishments
Monthly Maintenance,Coordination,
and Management 8.25 SLO Retractable Banner Design
PR And Media Relations
Proactive Pitching:
●One Town,Many Events
○Pride and LGBTQ-friendly travel
○Summer Travel (Mission Plaza Concer t Series)
○Wine and Sustainability
Media Relations:Pitching and Outreach
●Veronica Stoddart,Budget-friendly Vacations
●TimeOut,Best U.S.Memorial Day Weekend Getaways within 5 Hours from a major
U.S.city
●Travel Market Report,Boutique Hotels
●Robin Smith,U.S.Events and Festivals
●Robin Smith,Agritourism Experience
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Hosted Media Visits for May:
○Matt Meltzer,Fifty Grande,May 15-16
SoCal Coastal Media Mission
DCI coordinated a three county media mission spread across five days with two events hosted in
Los Angeles and one in Orange County coupled with one-on-one meetings held in San Diego.
Collectively,the Visit SLO team met with 21 journalists.
●Santa Monica,May 13
○The Potting Shed |6:15-8:45pm)
■Alissa Bica (Wine &Spirits Magazine)
■Chanin Victor (Freelance:Cali Mag)
■Jennifer Chan (People Magazine)
■Linda Laban (NY Post,Robb Report)
■Neal Broverman (The Advocate,Equal Pride)
■Samantha Leal (Travel +Leisure,The Cut)
■Rena Nadar (LA Family Travel)
●DTLA/Arts District,May 14
○Manuela -11:30am-2pm
■Matthew Kaner (Men’s Journal)
■Kaila Yu (Business Insider)
■Marina Szakin (TravelAge West)
■Jason Heidemann (Expedia Group,Passpor t)
●Newport Beach (OC),May 15
○Dine +Duffy 4:30-7:30pm
■Sharon Stello (Laguna Beach Magazine,Newpor t Beach Magazine)
■Wendy Lee (InsideHook,TravelAwaits)
■Christopher Trela (Newport Beach Independent,Orange County Business
Journal)
■Greer Wylder (Greer’s OC)
■Jim Benning (AAA)
■Cindy Carcamo (LA Times)
●San Diego,May 16 &17
○Desksides only
■Carmen Varner (Tasting Table)
■Brandon Hernandez (San Diego Beer News)
■Ron Donoho (The San Diego Sun)
■Joanne &Tony DiBona (USA Today)
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DCI 2023-24 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/1X5vv8eqMyV4HSLq4nod-fio_XtbqSyap54Hau1w
V7yY/edit#gid=1486951543
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May 2024
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 6/12/24Page 35 of 49
Followers: 31,689 ( 2%)
Total Follower Gain: 611
Total Posts: 182
Total Impressions: 667,705 ( 33%)
(includes both organic & paid)
Total stories: 160
Total Engagements: 9,280 ( 7%)
Engagement Rate: 1.4% ( 38%)
INSTAGRAM
TOP POSTS:
In May, we saw an increase of just over 600 followers. Our impressions and engagements slightly decreased due to more static
image posts than reels than in the previous month. Our engagement rate shot up by 38% and remains within the industry
standard of success.
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Page Followers: 98,570 ( 0%)
Total Net Audience Growth: -32
Total Posts: 13
Total Impressions: 1,057,828 ( 41.5%)
Total Organic: 37,980 ( 65%)
Total Engagements: 906 ( 90%)
Engagement Rate: .1% ( 83%)
FACEBOOK
TOP POSTS:
In May, we saw a decrease in analytics across the board. While this is disappointing, it is explained because music licensed
for use on Instagram isn’t necessarily usable on Facebook. Since we mirror content from Instagram, some of the reels we
share to Facebook get pulled down by the platform. This results in fewer videos being posted on Facebook, which reduces
impressions and engagement rates. Paid ads were also reduced by 40% which affects our impressions. The audience
decrease is a result of the Pride Fest 2024 post.
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Followers: 842 ( 16%)
Followers Gained: 86
Post Views: 2,367 ( 9%)
Profile Views: 95 ( 13%)
Likes: 65 ( 57%)
Shares: 2 ( 66%)
Comments: 5 ( 150%)
Total Viewers: 1,928 ( 19%)
As referenced in last month’s report, we shifted gears from Pinterest to Tiktok to get more ROI for our efforts and put our
content on a more engaging platform, better suited for our message. We’ve increased in followers, post views, comments,
and profile views over the last month.
TOP POSTS:
TIKTOK
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Total Audience: 339
Total Net Growth: 18
Total Posts: 4
Impressions: 471 ( 57%)
Engagements: 29 ( 55%)
Engagement Rate: 6.2% ( 4.9 %)
LINKEDIN
TOP POSTS:
In May, we saw an increase in followers and engagement rate. This means that new and existing followers who see our
posts are engaging with it at an extremely high rate of 6.2%. Our impressions and engagements decreased overall due to
not promoting specific events or deals within SLO, like SLO Film Fest or the Midweekend Campaign. This type of content
usually has more shares and sends on this platform.
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Total Posts: 2
Story Views: 914 ( 12%)
Story Impressions: 390 ( 40%)
Interaction Rate: 74% ( 2.8%)
(Average Rate: 67%)
Completion Rate: 65.2% ( 1.8%)
(Average Rate: 52%)
CA TRAVEL STORIES - CROWDRIFF
TOP POSTS:
In May, we saw an an increase in story views with an increased completion rate, which means more people saw our stories
and watched the whole thing. Interaction rate decreased which means there were fewer swipe-ups, but still stays well above
the industry standard of success.
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WHAT WE WORKED ON THIS MONTH:
-Kind Traveler Partnership Reel / Giveaway
-National Bike Month in SLO
-Reel (12.7K Views)
-Refillable Water Stations in SLO
-Giveaways
-Kind Traveler, Nexus SLO, Blues’ Baseball, Live Oak, Drag
Spectacular
-Amtrak Collaboration
-Reel (32.3K Views)
-Launch Pride 2024 & promote Open Farm Days 2024
-Outdoor SLO
-Must-See Views in SLO, 3 Unique Ways To Move Your Body
-New Businesses in SLO
-Spritz Season in SLO, BBQ in Downtown SLO Page 41 of 49
JUNE’S FOCUS:
-Summer Activities
-First Day of Summer, Concerts in the Plaza
-Pride Fest 2024
-Pride Event Round-Ups
-Date Night in SLO Reel
-Food / Bev
- Happy Hours in SLO, Wine Tasting in Downtown SLO
-Giveaways w/ @bluesbaseball, @midstatefair, @festivalmozaic
- Reels
-Father’s Day Sustainable Shopping, Local’s Guide to SLO, SLO History Fun
Facts
-Sustainable SLO / Outdoor SLO
-Waterfall in SLO, EV Chargers in SLO, 3 Trails in Miossi Open Space
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SLO Happenings Event Promotion Sponsorship
APPLICATION
EVENT NAME: Sustainable Ag Expo
EVENT DATE(S): November 11-13, 2024
EVENT VENUE LOCATION: Madonna Inn Expo +
Center of Effort
EVENT WEBSITE URL: sustainableagexpo.org
EVENT ORGANIZATION: Vineyard Team
X NON-PROFIT ___FOR-PROFIT
ORGANIZATION ADDRESS: _5915 El Camino Real, Atascadero, CA 93422
ORGANIZATION’S WEBSITE URL: vineyardteam.org PHONE NUMBER: 805.466.2288
POINT OF CONTACT: Beth Vukmanic POSITION/TITLE: Executive Director
PHONE NUMBER: 805.466.2288 EMAIL: beth@vineyardteam.org
IS APPLICATION WRITER DIFFERENT FROM LISTED POINT OF CONTACT: ___SAME ___
*Please add application writer’s contact information here if different:
_________________________________________________________________________________
FOR INTERNAL USE ONLY
Application Date: Application Status:
Committee Review Date: Total Net Score:
Estimated # of Room Nights:
Committee Notes:
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EVENT QUESTIONS
1. Event Description:
The Sustainable Ag Expo (Expo)’s popular educational seminars and tradeshow attract wine industry
professionals to San Luis Obispo. The multi-day, mid-week, off-season event is celebrating its 19th
year in November 2024. High quality national speakers entice attendees from all parts of California as
well as other states.
2. Describe how you track your event, success and attendees (ticket sales, actual event attendance,
attendee demographics, survey of event satisfaction, etc.)
Event metrics are tracked through attendance. Tickets are sold through a CRM system that captures
the attendee’s address so we can identify what area they are visiting from. A post-event attendee
survey evaluates event satisfaction. Survey responses as well as verbal feedback during the event are
recorded and reviewed annually while panning for the next Expo.
3. Describe your event’s target audience (including but not limited to age, interests, area of residence,
household income, families/couples, etc.)
The audience at the Expo includes agriculture stakeholders: farmers, pest control advisors,
researchers, government representatives, ag vendors, press, and university personnel. In 2023, 68%
of participants were non-local.
4. Historical event attendance (n/a if first time or startup event. An annual event with a new series, speaker, team,
musician or show does not constitute as a new event)
In 2023, total attendees were an impressive 527. Non-local visitors represented 68% of total
attendees. Assuming a $185.50 ADR and 4-night stay ($742 per person), the value of non-local visitors
was $265,903.
5. Historical percentage of in-county versus out-of-area event attendees (must equal 100%)
a. _32% of Local/In-County Event Attendees
b. _68% of Out-of-Area Event Attendees (Resides 50+ miles outside of San Luis Obispo)
c. _ n/a of New startup event
6. Expected total number of event attendees:
Back in person for the last two years, attendees continue to value the opportunity to connect with
researchers and other farmers throughout the event. We expect participation to maintain at the
successful 500+ attendees reached in 2023. The event continues to appeal to non-local attendees
with two days of specialized seminars featuring national speakers on sustainable winegrowing
practices, an expanded press plan, digital advertising, and the second year of the popular Monday
night launch event.
7. Expected percentages of in-county and out-of-area event attendees
a. _35% of Local/In-County Event Attendees
b. _65% of Out-of-Area Event Attendees (Resides 50+ miles outside of SLO)
8. Provide information on event ticketing (ticket requirement, price range, ticket platform used, etc.)
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Event passes range from $225 to $545 depending on the package. Tickets are sold through the user-
friendly sustainableagexpo.org website.
9. Have you requested funding from other organizations/entities: ___Yes _X_No
a. If yes, please provide the names of these organizations and funding entities:
10. What are you willing to offer the City and TBID members in exchange for the sponsorship funds for
your event? SELECT ALL That APPLY
___ Exclusive lodging partnership
_X_ Promotion for event attendees tied to SLO lodging
___ Complimentary tickets for additional promotional use
___ Other:
11. Please provide any additional information on what sets your event apart from others taking place in
San Luis Obispo:
Recent research by Opinium on the attitudes and perceptions of business travelers from
the U.S. and Canada shows that, “Three-quarters of business travelers say that meeting in person is
critical for building positive, long-term relationships...”
The Sustainable Ag Expo is the premiere educational event for the wine industry. Attendees seek out
the San Luis Obispo based event to access knowledge from national sustainable winegrowing experts
and to network with peers.
The Expo has already secured the event headliner – Fritz Westover – a highly popular, former,
employee of Vineyard Team. Since moving to Texas in 2014, Fritz has continued to work with many
California farmers and Vineyard Team. His strong California network is eager to hear him speak both
at the Monday evening kickoff event and from the main stage.
New this year, we are showcasing our first ever equipment demonstration. Attendees will end day
sipping local beer while they explore equipment that can improve their business.
This Expo takes place mid-week in November, during the travel off-season. The Expo has a 19-year
track record and has successfully executed incremental expansion.
Using the November 2023 ADR of $185.50, anticipating attendance of 530 with 65 percent non-local
staying for four nights, the Expo will bring $255,619 into San Luis Obispo.
In addition to lodging revenue, the positive economic impact to the city includes dining and food
dollars spent in the city. The Monday evening kick-off event is located at SIP Certified sustainable
vineyard and winey, Center of Effort, located right in the Edna Valley. The main event is contained at
the Madonna Inn Expo facility so there is no stress on community resources.
530 attendees x 65% non-local x 4 nights x $185.50 = $255,619
The promotional plan includes targeted digital advertising in trade press, radio, social media, and
other digital ads to generate pre-event press coverage promoting the benefits of attending the
Sustainable Ag Expo and staying in Beautiful San Luis Obispo.
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PROMOTIONAL PLAN –Please provide a promotional plan containing a detailed strategy outlining
the below:
1) Media Plan. Out-of-area advertising/marketing sponsorship of the event including where, when,
and how often advertisements will be placed. If available, it is strongly encouraged to include
specific details on media placement (print, radio, tv, out of home media, social media,
programmatic advertising, etc.) with projected reach, engagement and ROI of media tools.
Must be included in media plan, but not limited to:
• Media outlet
• Target audience
• Media placement
• Media timing
• Media cost
• TBID Stay in SLO Messaging
Sustainable Ag Expo Media Plan:
Media Type Target
Audience
Media Placement Media
Timing
Media Message Media Cost
Digital Trade Facebook, Google Ads, Ag Net
West radio, Wine Business
Monthly, etc.
Fall Attend Expo – Stay
in Beautiful SLO
$6,500
Print Trade Postcards (3K+) Fall Attend Expo – Stay
in Beautiful SLO
$1,500
Digital Trade Event website and event
promotion of Discover SLO (see
2023 website image below)
Summer -
Fall
Attend Expo – Stay
in Beautiful SLO
$0
Total $8,000
Sustainable Ag Expo Program Funding:
Out-of-area attendees are drawn to attend the Sustainable Ag Expo for the opportunity to learn from and
interact with national experts in person. The event team has already secured highly sought-after experts
from Cornell and Oregon State University and plans to bring in four total researchers to present
throughout the two-day event.
4 expert researchers x 2-3 nights x $185.50 = $2,000
Total Grant Requested: $10,000
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2) Event Budget. Please provide a detailed event budget listing all available support and income
sources. Budgeted marketing dollars should be included in your event budget.
Budget Plan:
Item Income Source Estimated
Amount
Partners and Sponsors Vineyard Team Partners $85,000
Attendees Event Income $115,000
TBID Grant $10,000
Total $210,000
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Central Coast Vineyard Team
Expo Profit and Loss
January - December 2022
Accrual Basis Tuesday, April 30, 2024 11:06 AM GMT-07:00 1/1
TOTAL
Income
EXPO 214,597.75
Total Income $214,597.75
Cost of Goods Sold
Credit Card Processing Fees 5,447.52
Total Cost of Goods Sold $5,447.52
GROSS PROFIT $209,150.23
Expenses
1_Payroll Expenses 5,189.87
Events Expenses 84,094.04
Insurance Expense 805.89
Licenses & Fees 270.00
Professional Fees 12,805.00
Software Expenses 4,227.00
Staff/Volunteer Reimbursements 344.02
Website, Internet, Network 690.40
Total Expenses $108,426.22
NET OPERATING INCOME $100,724.01
NET INCOME $100,724.01
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Staff
• Beth Vukmanic, Executive Director
• Hayli Macomber, Outreach & Education Coordinator
• Whitney Brownie, SIP Certified Coordinator
Board of Directors
• Molly Bohlman, Niner Wine Estates
• Carter Collins, Viticulture Management Inc. (Secretary)
• Paul Crout, Helena (Vice President)
• Fintan du Fresne, Phase 2 Cellars
• Sara Frazer, Monterey Pacific
• Gregory Gonzalez, Coastal Vineyard Care (President)
• Andrew Heilbrun, Presqu'ile and ARC Vineyards
• Mylène Hermier, The Duckhorn Portfolio
• Oliver Matthews, Vineyard Professional Services
• Lauryn Meissner, Treasury Wine Estates
• Zachary Merkel, J. Lohr Vineyards & Wines
• Matt Merrill, Mesa Vineyard Management
• Mindy Record, JUSTIN
• Denise Shurtleff, Cambria Wines (Treasurer)
• Danielle Taber, The Fableist Wine Company
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