HomeMy WebLinkAboutItem 6e. Adoption of the FY 24-25 Community Promotions Programs for TBID and PCC Item 6e
Department: Administration
Cost Center: 1006 and 1007
For Agenda of: 7/2/2024
Placement: Consent
Estimated Time: N/A
FROM: Greg Hermann, Deputy City Manager
Prepared By: Molly Cano, Economic Development & Tourism Manager
Jacqui Clark-Charlesworth, Tourism & Community Promotions Manager
SUBJECT: ADOPTION OF FY 2024-25 COMMUNITY PROMOTION PROGRAMS
FOR TOURISM BUSINESS IMPROVEMENT DISTRICT (TBID) AND
PROMOTIONAL COORDINATING COMMITTEE (PCC)
RECOMMENDATION
In accordance with the City’s Municipal Code for the Tourism Business Improvement
District (TBID) Board, and as recommended by the TBID and the Promotional
Coordinating Committee (PCC):
1. Authorize the budget adjustment of $66,500 from the TBID Fund’s available un-
assigned fund balance into the Fiscal Year 2024-25 (FY 24-25) TBID program
budget for contract services; and
2. Authorize the City Manager to enter into program expenditures and various
contracts for the TBID not to exceed the FY 2024-25 budget of $2,183,751 based
on the recommendations by the TBID Board; and
3. Authorize the City Manager to enter into expenditures utilizing the TBID Fund ’s
available un-assigned fund balance in FY 2024-25 based on the most recent
audited financials and the recommendations by the TBID Board ; and
4. Authorize the City Manager to use the TBID Fund Reserve of $100,000 for tourism
marketing expenditures in FY 2024-25 in accordance with the TBID reserve policy.
5. Authorize the City Manager to enter into various contracts and program
expenditures for Community Promotions not to exceed the FY 2024-25 program
budget of $413,234 based on the recommendations by the PCC; and
a. This includes the 2024-25 Cultural Arts & Community Promotions (CACP)
allocations in the amount of $100,000 and authorization to execute individual
agreements with each grant recipient.
REPORT-IN-BRIEF
Two of the core programs with the City’s Office of Economic Development & Tourism are
the Tourism Business Improvement District (TBID) and the Promotional Coordinating
Committee (PCC). While these advisory bodies have separate program functions and
budgets, together, they both work to promote San Luis Obispo locally, regionally,
nationally, and internationally.
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Item 6e
Tourism Business Improvement District
After thorough review and consideration, the TBID Board identified program priorities and
budget allocations at their May 22, 2024 Regular Monthly Board Meeting for the focus of
marketing efforts in FY 2024-25. The list below includes the most notable allocations
(Attachment A – TBID FY25 Line-Item Budget):
1. Tourism Marketing Services with Noble Studios: $1,250,000
The TBID will maintain their largest budget allocation (approximately 57%) towards
the marketing service agreement with the contracted agency-of-record, Noble
Studios. FY 2024-25 will be the first year of a new two-year contract with Noble Studios
after completing a competitive RFP process.
2. Content Marketing Services with Badger Branding: $87,800
To efficiently manage the organic content channels through various social me dia
networks, the TBID will continue to retain the local content marketing provider Badger
Branding for the strategy, execution, and management of social media platforms only,
a service not provided by Noble Studios. This is the first year of a new contract with
this vendor who responded to a Request for Qualifications and remains on the City’s
on-call communication support list.
3. SLO Chamber of Commerce Contract Services: $105,688
FY 2024-25 is the second year of two-year agreements with the San Luis Obispo
Chamber of Commerce for the shared services in partnership with the PCC for Guest
Services ($51,975) and Public Relations Services ($50,000 plus $3,713 for hard costs
related to media monitoring service).
4. Cal Poly Athletics Partnership: $65,000
FY 2024-25 is the second year of a two-year partnership agreement with Cal Poly
Athletics to promote collaboration between local hotels and the lodging needs of the
Cal Poly Athletic program.
5. Sustainable SLO Initiative: $21,173
The TBID will continue to allocate 1% of TBID revenue in FY 2024-25 to Keys for
Trees, a sustainability initiative in partnership with ECOSLO aimed at offsetting the
carbon impact of visitors in the community.
6. Membership in Industry Associations & Promotional Cooperative Marketing
Programs: $79,495
The TBID will invest collectively approximately $49,495 in FY 2024-25 to maintain
membership in organizations including Central Coast Tourism Council, California
Travel Association, California Hotel and Lodging Association, SLO Coast Wine
Collective, and Kind Traveler. In addition, the TBID has earmarked $30,000 for
cooperative marketing opportunities with these organization s and others.
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Item 6e
7. Events and Promotions: $80,000
The TBID has earmarked up to $50,000 for general event promotion and
sponsorships, plus $5,000 for event activations and collateral and $25,000 for
seasonal promotions like the MidWeekend Promotion, offering incentives during
certain time periods to visitors booking midweek stays in San Luis Obispo.
8. Research and Program Development: $30,000
In FY 2024-25, the TBID plans to invest up to $30,000 in funding for various program
development and research initiatives, including funding for a consultant to help lead
the update to the 5-year Tourism Strategic Plan.
9. Resource Contingency Fund: $85,000
The TBID has earmarked approximately $85,000 in other contract services for a
resource contingency to be used to support the growing program need to complete
the various work programs. Currently this allocation provides the funding for the
supplemental staffing support for the Tourism Intern position. This funding will afford
the TBID the means to expand the support of staffing resources as Office of Economic
Deevelopment & Tourism organization is completed.
10. Program Contingency Fund: $7,550
The TBID has allocated an operating program contingency of $7,550 for the funding
of marketing opportunities that may arise during the fiscal year.
11. Fund Balance Transfer: $66,550
Based on the most recent audited financials, the TBID fund currently has a healthy
fund balance of over $1 million. This fund balance is calculated annually through the
City’s budget audit, and, as referenced in Section 12.42.080 of the City’s Municipal
Code, may be used in subsequent years for marketing expenditures. Additionally, the
TBID also maintains a fund reserve as outlined in the Fund Reserve Policy within the
TBID Bylaws. While the policy only requires $100,000 in reserves, the TBID Board
has allocated $200,000 based on Board action. This funding can be used for one-time
marketing expenses. To offset the progra m budget decrease due to the adjusted
projected assessment revenue, the TBID has allocated $66,550 from the fund balance
to accommodate the budget deficit.
Promotional Coordinating Committee
As stated in the PCC Advisory Body Bylaws:
“The purpose of the PCC is to advise the Council in working to improve the
quality of life for all City residents and our visitors. The Committee
recommends projects to help promote the City as a regional trade,
recreation, and tourist center, consistent with community goals.”
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Item 6e
The PCC has identified the allocations within in its program budget to support this purpose
and to advance community promotions. The following program priorities and budget
allocations are the focus of the community promotions efforts in FY 2024-25: (Attachment
B – PCC FY25 Line-Item Budget)
1. Cultural Arts and Community Promotion (CACP) Grant program: $100,000
The Cultural Arts and Community Promotion (CACP) grant program will continue for
FY 2024-25. The PCC maintained the available budget for CACP grants at $100,000
from the FY 2024-25 Community Promotions program budget and is recommending
that full amount in funding based on the extensive application review and evaluation
process.
2. SLO Chamber of Commerce Contract Services: $208,757
FY 2024-25 is the second year of two-year agreements with the San Luis Obispo
Chamber of Commerce for the shared services in partnership with the TBID for Guest
Services ($121,257) and Public Relations Services ($50,000) through contracted work
efforts. In addition, the PCC will maintain a two-year agreement with the Chamber for
Grant Promotional Support ($30,000), and the funding for the production and
distribution of the printed maps ($7,500).
3. Community Placemaking & Recovery Projects: $49,530
The PCC has earmarked $49,530 in funds available for the development of new
projects to enhance the quality of life in San Luis Obispo through strategic
placemaking or recovery investments in alignment with the adopted 2023-25 Major
City Goal work efforts and other projects to support community promotion. The funding
will be available for projects deemed important by the PCC to advance the goals of
the committee.
POLICY CONTEXT
As referenced in the City’s Municipal Code related to the TBID, Section 12.42.080 (Use
of revenue.), states that the City Council shall consider recommendations made by the
advisory body as to the use of assessment revenue. Additionally, Section 12.42.030
(Authorized Use.), states that TBID revenue is used for the promotion of tourism. Section
12.42.080 (Use of revenue.) then states that funds remaining at the end of any TBID term
may be used in subsequent years in which TBID assessments are levied if they are used
consistent with the requirements of this section. As such, the TBID Board has
recommended the program expenditures outlined in this report to City Council for
approval for the execution of marketing programs for the TBID.
Additionally, as outlined in Article 7. Fund Reserve Policy of the Council adopted TBID
Bylaws, the TBID maintain a $100,000 fund reserve. As stated in the bylaws, t he purpose
of the Fund Reserve policy for the TBID is to ensure stability of the progr am under
economic uncertainties. Under this policy, it is allowable for total expenditures to exceed
revenues in a given year; however, the fund reserve can only be used to fund “one -time,”
non-recurring expenditures upon TBID Board approval. In the instan ce funds are used,
the reserve fund would be replenished to the established level in the next fiscal year.
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Item 6e
DISCUSSION
Background
With the adoption of the 2023-25 Financial Plan, the City Council initially approved the
program budget and defined the work program for the Community Promotions program
for the PCC and the TBID. Then on June 4, 2024, City Council adopted the FY 2024-25
Supplemental Budget, which reduced the projected revenue for the Transient Occupancy
Tax collection in the City by 3%, and consequently the revenue for the TBID assessment
as well.
Based on the allocated program budgets, both advisory bodies established
recommendations for use of funding in FY 2024-25 with respective contract
considerations. Both programs are overseen and administered by advisory bodies to the
City Council. The PCC makes recommendations regarding the use of Community
Promotions funding and the TBID Board recommends the use of the TBID assessment
revenue.
Tourism Business Improvement District (TBID)
The TBID began the program development and budget allocation process in May 2024
by discussing the goals, priorities, and direction for the FY 2024-25 program. During this
process, the TBID Board communicated the importance of continuing to align the budget
direction, program priorities and funding commitments with the implementation o f the
imperatives outlined in the 2019-2024 TBID Strategic Plan, as well as the two-year TBID
Strategic Marketing & Business Plan.
The TBID strategic initiatives are to:
1. Elevate the SLO Brand and Experience
2. Deliver Smart Growth
3. Build Meaningful Partnerships
4. Ensure Organizational Excellence
5. Foster Destination Resilience
In FY 2024-25, the TBID will update these guiding program documents, a process that
occurs every five years for the TBID Strategic Plan and every two years for TBID
Marketing & Business Plan. The areas of focus for the TBID program commitments this
fiscal year are largely focused on marketing services and partnerships.
Noble Studios & DCI
FY 2024-25 will commence the first year of a new Main Services Agreement with Noble
Studios for comprehensive marketing services, which include Brand Strategy &
Management, Account Strategy & Project Management, Creative Services, Paid Media
and Search Strategy & Management, Website Maintenance & Services, and Content
Development & Reporting. This spring, the TBID completed a thorough Marketing Service
RFP evaluation and interview process, and during the May 1, 2024 TBID Board meeting,
the Board selected Noble Studios as the recommended agency-of-record for the TBID.
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Item 6e
On May 22, 2024, the TBID Board approved the recommended allocations of FY 2024-
25 funding totaling $1,250,000 for the contract, including public relations through a
subcontractor partnership with Uniquely Driven, a national boutique public relations firm.
Badger Branding
Badger Branding serves as the Content Agency for the TBID. Services provided by this
contractor include the development and implementation of a Social Media Marketing
Strategy, Online Community Engagement, Content Creation and Procurement, and
Analysis and Reporting for the TBID’s Visit San Luis Obispo and ShareSLO social media
accounts. The initial contract between the City and Badger Branding for the TBID began
in September 2021. In FY 2024-25, the TBID will utilize City’s approved on-call consultant
agreement with Badger Branding for the content marketing contracted services. The TBID
Board has recommended the allocation of $87,800 to Badger Branding for content
marketing services in FY 2024-25.
SLO Chamber of Commerce
The TBID continues to partner with the San Luis Obispo Chamber for Commerce for the
continuation of various contracts, including Public Relations and Guest Services, and
currently the TBID maintains two-year services agreements with the San Luis Obispo
Chamber for Commerce for those work p rograms in partnership with the PCC. In FY
2024-25, the TBID Board has recommended funding the second year of the Public
Relations contract in the TBID amount of $50,000, the second year of the Guest Services
agreement in the amount of $51,975, which includes the continuation of the phone and
availability service and the special promotions support service, and finally the media
monitoring service expenditure of $3,713 to support a joint service with the PCC to
monitor media pick-up and story production.
Industry Associations & Programs
The TBID Board also considered membership and programs with the following industry
associations within California:
1. Central Coast Tourism Council (CCTC): The Board has recommended maintaining
membership with the CCTC in the amount up to $1,000.
2. California Travel Association (CalTravel): The Board has recommended
membership with the CalTravel organization in the amount up to $1,000.
3. SLO Coast Wine Collective: The Board has recommended membership with the
SLO Coast Wine Collective in the amount up to $5,000.
4. California Hotel and Lodging Association (CHLA): The Board has recommended
the investment in the TBID constituent membership with the CHLA in the amount
of $30,000.
5. Kind Traveler: TBID Board has recommended funding the second year of the
partnership agreement with Kind Traveler in the amount of $12,495.
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Item 6e
In addition, the TBID will be partnering for the fourth year with the Office of Sustainability
and ECOSLO on the continuation of the Keys for Trees initiative aimed at offsetting the
carbon impact of visitors in San Luis Obispo. The TBID has allocated 1% of the FY 2024-
25 projected revenue, approximately $21,000 to this program which helps plant more than
40 trees annually.
The remaining TBID program funds are allocated to program expenses, including
cooperative marketing opportunities with organizations like Visit SLO CAL or Central
Coast Tourism Council (CCTC), attendance at industry conferences and additional
partnerships and event sponsorships, investment in the Smith Travel Reports and other
organizational services, and marketing and promotional initiatives.
These expenditures and contract commitments have been reviewed and approved by the
TBID Board and the final complete line -item budget allocations were approved by TBID
Board for recommendation to City Council at the TBID Board meeting held on June 13,
2024. (Attachment C – June 13, 2024 DRAFT TBID Minutes)
Promotional Coordinating Committee (PCC)
The purpose of the PCC is to enhance the quality of life for residents of San Luis Obispo
and to enhance the experience for visitors to San Luis Obispo. This mission was the
guiding force behind the budget consideration for the PCC. During the May 8, 2024,
meeting, the PCC finalized the FY 2024-25 budget allocations including the continuation
of Visitor Services and Public Relations efforts, strategic initiative investment for
community placemaking and recovery efforts, and the funding of the Promotional Grant
program of CACP (Attachment D – May 8, 2024 PCC Minutes).
SLO Chamber of Commerce
As stated above, FY 2024-25 will continue the second year of two-year agreements with
the San Luis Obispo Chamber for Commerce for various contract partnerships including
Public Relations, Guest Services and Grant Promotional Support. The City through the
PCC, continues to partner with the San Luis Obispo Chamber for Commerce for the
continuation of various services like the production of the printed tear -off maps that are
resources for visitors and residents. The City has a long partnership with the San Luis
Obispo Chamber for Commerce for these work programs, and the Chamber is uniquely
suited to perform this work on behalf to the City through the PCC. Currently the PCC
maintains two-year services agreements with the San Luis Obispo Chamber for
Commerce for those work programs. The PCC has recommended funding the second
year of the contracts, including:
1. Public Relations in the amount of $50,000.
2. Guest Services the amount of $121,257.
3. Grant Promotional Support in the amount of $30,000 for the support of CACP grant
awardees with promotional services.
4. Maps: up to $7,500 for printing of map and materials like the downtown tear -off
map and neighborhood maps.
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Item 6e
Cultural Arts and Community Promotions (CACP) Grant Program
Through the PCC, the City has been offering promotional grant funding for decades,
formerly known as Cultural Grants-In-Aid (GIA). Local non-profit organizations utilize the
funding to promote the cultural, recreational, or social activities in our community. In FY
2023-24, the GIA program evolved into the Cultural Arts and Community Promotion
(CACP) grant program. This transition occurred in phases over FY23-24, culminating with
a new annual competitive grant process for FY 2024-25.
While the new CACP grant program is very similar to how Cultural GIA has operated in
recent years and maintains the same purpose (to support the promotion of events in San
Luis Obispo), there are some slight changes to the program specifications. The key
change to note is that the CACP grants have returned to a competitive annual application
for funding as opposed to funding for a fixed amount in a quarterly application cycle.
Additionally, and unlike in GIA, in CACP, the PCC will allow for multiple organizations to
apply under a single non-profit fiscal sponsor.
The PCC maintained the historical allocation of $100,000 for the FY 2024-25 Community
Promotions program budget for events occurring July 1, 2024 – June 30, 2025. The grant
cycle was opened on February 1, 2024, and applications were due on March 18, 2024.
Notices were placed throughout City channels to advertise the availability of the grant
funding application for local non-profit organizations. Additionally, previous grant
recipients are notified via email regarding the grant availability. On February 8, 2024, the
PCC held a mandatory meeting with all interested organizations to introduce the grant
funding criteria used during the evaluation process and answers any questions from the
applicants. At deadline for grant application submittal, the City had received 26
applications with funding requests amounting to $241,138. CACP applications can be
reviewed in the Council Reading File (Available in the City Clerk’s Office).
The PCC’s CACP subcommittee met to review the applications, compare the requests to
the grant criteria, and allocate funding accordingly. Grants are available to nonprofit
organizations for the marketing and advertising costs related to the promotion of eligible
activities and events in San Luis Obispo. The organization must have attended the
mandatory meeting and follow all applicant and event eligibility as seen in the Program
Specifications.
On May 8, 2024, the PCC held a public hearing with all applicants to allow for public
comment before the recommendation was forwarded to the City Council for consideration
and approval as communication to the public during the application process. The
committee received three public comments from the grant applicants and ultimately
approved the recommendation for the FY 2024-25 funding allocations to 23 organizations.
(Attachment E – FY 24-25 CACP Funding Recommendations).
The remaining Community Promotions program funds are allocated to program expenses
including attendance at industry conferences, additional partnerships, and marketing and
promotional initiatives such as community placemaking and recovery projects. In fiscal
year 2023-24 these included the ARTober campaign to celebrate Arts and Humanities
Month, a Lunar New Year Drone Show, and the Independence Day Banner Program .
Looking ahead to fiscal year 2024-25 the PCC will continue to evaluate similar
opportunities to enhance placemaking and recovery efforts.
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Item 6e
Previous Council or Advisory Body Action
The following advisory body actions were taken to support these recommendations:
1. PCC approval of the contract and line-item budget allocations on May 8, 2024, for
recommendation to City Council.
2. PCC approval of CACP grant awards on May 8, 2024, for recommendation to City
Council.
3. TBID approval of contract and line-item budget allocations on June 13, 2024 , for
recommendation to City Council.
Public Engagement
All TBID and PCC meetings were noticed in accordance with Brown Act standards. The
public will also have the opportunity to provide public comment before or during the July
2, 2024 City Council meeting.
ENVIRONMENTAL REVIEW
The California Environmental Quality Act (CEQA) does not apply to the recommended
action in this report, because the action does not constitute a “project” under CEQA
Guidelines sec. 15378.
FISCAL IMPACT
Budgeted: Yes Budget Year: 2024-25
Funding Identified: Yes
Fiscal Analysis: Community Promotions
Funding
Sources
Total Budget
Available
Current Funding
Request
Remaining
Balance
Annual
Ongoing
Cost
General Fund:
Community
Promotions
$413,234 $ 413,234 $0 $0
Total $413,234 $413,234 $0 $0
The total FY 2024-25 program budget for Community Promotions (PCC) is $413,234, as
can be referenced on page 134 of the City’s adopted 23-25 Financial Plan. No
adjustments were made in the Supplemental Budget to the Community Promotions (PCC)
budget.
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Item 6e
Fiscal Analysis: Tourism Business Improvement District
Funding
Sources
Total Budget
Available
Current Funding
Request
Remaining
Balance
Annual
Ongoing
Cost
TBID Revenue $2,117,251 $2,117,251 $0
TBID Fund
Balance
$1,026,625 $66,500 $960,125
TBID Fund
Reserve
$200,000 $0 $200,000
Total $3,343,876 $2,183,751 $1,160,125 $0
On page 16 of the adopted FY 2024-25 Supplemental Budget, the projected Transient
Occupancy Tax (TOT) in FY 24-25 is $10,586,256. The TBID revenue is based upon 20%
of the TOT, making the FY 2024-25 TBID revenue budget projected at $2,117,251. As
referenced on page 29 of the FY 24-25 Supplemental Budget adopted by City Council on
June 4, 2024, the TBID program annually aligns its operating budget with its anticipated
revenues. The TBID Budget outlined in Table 4b.3. accounts for a TBID program budget
of $2,147,616, exceeding TBID’s previously adopted revenue projections by $30,365 and
creating a deficit. Additionally, the adopted budget also includes a 3% reduction in
revenues creating a larger def icit. To backfill this deficit, at their June 13, 2024 Special
Board Meeting, the TBID Board recommended the transfer of $66,550 from the available
fund balance into the TBID program budget for the use towards marketing programs,
resulting in a TBID program budget of $2,183,751.
Additionally, Staff recommends that the Council fully appropriate the TBID budget for
various contracts and program expenditures as outlined in this report and at the
recommendation of the TBID Board. It is the fiscal responsibility of the TBID to utilize the
maximum amount of revenue each year to further the marketing reach through the
district’s promotional efforts. If TBID revenues do not reach budget projections, staff
recommends that the Council authorize the City Manager to ut ilize funds in the TBID Fund
Reserve to offset those revenues. It is important to approve this action at this time to
safeguard the program should this situation arise and ensure there is no delay in funding
access for the program.
ALTERNATIVES
The Council could choose to fund the contracts or program allocations at different
levels or modify the scope of services. The advisory bodies and staff do not
recommend adjustments, as the proposed expenditures are the result of careful review,
discussion, and negotiations between the parties.
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Item 6e
ATTACHMENTS
A - TBID FY25 Line-Item Budget
B - PCC FY25 Line-Item Budget
C - June 13, 2024 DRAFT TBID Minutes
D - May 8, 2024 DRAFT PCC Minutes
E - FY 24-25 CACP Funding Recommendations
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TBID Budget 2024‐25
Income Source 2024‐25
TOT Revenue Assumption (City) $ 10,586,256
TBID Assessment (20% of TOT Revenue)2,117,251$
Carryover/Available Fund Balance Transfer $ 66,500
TBID Program Budget 2,183,751$
Fund Reserve 200,000$
Expenditure FY 24‐25 Notes
Operations/Staffing
Administration Overhead (2% of TBID Assessment)42,345$
Calculated at 2% of TBID
revenue
Staffing (1 FTE & .5 FTE)269,700$
Resource Contingency 85,000$
Available for staffing and
additional support as needed
(Intern, Admin Support, etc.)
Contracts & Marketing Services
Marketing Contract ‐ Noble Studios 1,250,000$ First year of new contract
PR‐ Chamber of Commerce 50,000$
Second year of 2‐year
agreement; 50/50 spilt with
PCC
Guest Services‐ Chamber of Commerce 51,975$
Second year of 2‐year
agreement; 70/30 split with
PCC
Media Monitoring Service Fee ‐ Chamber of Commerce 3,713$
Second year of 2‐year
agreement; 50/50 spilt with
PCC
Co‐op Marketing Program Funding 30,000$
Reduced funding to balance
budget; ~$42k spent in FY24
Content Marketing Services ‐ Badger Branding 87,800$
New contract under City on‐
call consultant agreement
Partnerships
Cal Poly Athletics 65,000$
Second year of 2‐year
agreement
EcoSLO ‐ Sustainability Initiative 21,173$
Continuation of Keys for
Trees program; 1% of
projected TBID revenue
Kind Traveler Partnership 12,495$
Second year of 2‐year
agreement; first year paid
from FY23 Fund Balance
account
SLO Coast Wine Collective Membership 5,000$
1‐year partnership
agreement
Events & Promotions
General Events Promotion 50,000$
Reduced funding to balance
budget
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Event Activation + Collateral 5,000$
Approved for staff use on
purchase of small swag;
banner printing; and event
activation expenses
Seasonal Promotion 25,000$
Intended for Winter
Midweekend or similar
promotion
Tradeshows
Tradeshows 19,500$
For TBID participation in IPW,
Visit SLO CAL missions and
other tradeshow
opportunities
Tourism Conferences 9,500$
For staff attendance at
industry conferences like
Outlook Forum, CCTC fall +
spring retreats, etc.
Tourism Organizations
CCTC Dues 1,000$
Membership fee for regional
organization
Smith Travel Report 3,500$ Cost of report agreement
CalTravel Membership 1,000$
Membership fee for
statewide organization
California Hotel & Lodging Association 30,000$
Earmarked funds for CHLA
membership
Research + Program
Research + Program Development 30,000$
Funding for projects like
Strategic Plan
Support/ Meetings
Tourism Program Expenses 7,500$ Miscellaneous staff expenses
FAM Trip Hosting 5,000$ Media/Trade/Contractor
Services/Online Tools/Fulfillment (Dropbox, Crowdriff, Survey
Monkey)15,000$
Dropbox/Crowdriff/Survey
Monkey/Sprout Social etc.
Contingency
Contingency Fund 7,500$
To be allocated by TBID
Board as needs and
opportunities arise
Total Committed 2,183,700$
Funds Remaining (51)$
Total 2,183,649$
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Budget 2023‐25 FY 25 Projected
Budget 413,234$
Carryover
Total Budget 413,234$
Expenditure
2024‐25 Notes
Expenditure
Grant Funding 100,000$ Funding available for CACP
Grant Promotional Contract 30,000$
Grant Support agreement w SLO
Chamber; second year of 2‐year
agreement
Community Placemaking & Recovery Projects 49,530$
Available for projects deemed
important by the PCC to advance
the goals of the committee
Visitor Center & Guest Services 121,257$
Agreement w SLO Chamber;
Shared commitment w TBID ‐
70/30 spilt PCC/TBID; second year
of 2‐year agreement
PR Contract 50,000$
Agreement w SLO Chamber;
Shared commitment w TBID ‐
50/50 spilt PCC/TBID; second year
of 2‐year agreement
Media Monitoring Service 3,713$
Agreement w SLO Chamber;
Shared commitment w TBID ‐
50/50 spilt PCC/TBID; second year
of 2‐year agreement
Downtown Maps 7,500$
Agreement w SLO Chamber;
second year 2‐year agreement;
Maps to be printed TBD
Support Cost 5,000$
Staff expenses: meetings,
materials, conferences/travel etc.
Administration 46,234$
Staff salary ‐ to be adjusted by
Finance & HR based on actuals
Total Committed 413,234$
Community Promotions Budget Worksheet
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Page 160 of 440
1
Tourism Business Improvement District Board Minutes
June 13, 2024, 10:00 a.m.
City Hall, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Winston Newland, Member Nipool Patel, Member
Prashant Patel, Member Sandy Sandoval, Chair Lydia Bates
TBID Board Absent: Member Lori Keller and Vice Chair Clint Pearce
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 June 13, 2024 at 10:02 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:
None
--End of Public Comment--
3. CONSENT
Motion By Member N. Patel
Second By Member Sandoval
To approve Consent Items No. 3a through 3g.
Ayes (5):, Member Sandoval, Member Newland, Member N. Patel, Member P.
Patel and Chair Bates
Absent (2): Vice Chair Pearce and Member Keller
CARRIED (5 to 0)
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3.a MINUTES OF TBID SPECIAL MEETING ON MAY 22, 2024
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 SUSTAINABLE AG EXPO SPONSORSHIP (15 MIN)
Staff from the Vineyard Team presented the sponsorship opportunity and
responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Member N. Patel
Second By Member P. Patel
To approve support in the amount of $10,000 to come out of FY23-24 general
events promotion budget.
Ayes (5):, Member Sandoval, Member Newland, Member N. Patel, Member P.
Patel and Chair Bates
Absent (2): Vice Chair Pearce and Member Keller
CARRIED (5 to 0)
4.b BADGER BRANDING PROPOSAL (25 MIN)
Katy McGrath and Molly Burchett of Badger Branding presented the proposal for
content marketing services and responded to inquiries.
Public Comment:
Jessica Blanco, SLO Chamber
--End of Public Comment--
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3
Motion By Member Sandoval
Second By Member Newland
To approve the contract with Badger Branding for FY24-25 at the amount of
$87,800.
Ayes (5):, Member Sandoval, Member Newland, Member N. Patel, Member P.
Patel and Chair Bates
Absent (2): Vice Chair Pearce and Member Keller
CARRIED (5 to 0)
4.c FY2024-25 BUDGET UPDATE (15 MIN)
Economic Development & Tourism Manager, Molly Cano presented the update
to the adopted budget for FY24-25.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Member P. Patel
To approve a $66,500 transfer from available fund balance to the FY24-25
budget to maintain previously approved budget expenditures.
Ayes (5):, Member Sandoval, Member Newland, Member N. Patel, Member P.
Patel and Chair Bates
Absent (2): Vice Chair Pearce and Member Keller
CARRIED (5 to 0)
4.d VISIT SLO CAL CO-OP MARKETING CONSIDERATIONS (20 MIN)
Staff and representatives from Noble Studios presented the cooperative
marketing opportunities with Visit SLO CAL and responded to inquiries.
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4
Public Comment:
None
--End of Public Comment--
Motion By Member N. Patel
Second By Member P. Patel
To approve the presented co-ops at $29,750 to come out of the FY23-24
research & development budget.
Ayes (5):, Member Sandoval, Member Newland, Member N. Patel, Member P.
Patel and Chair Bates
Absent (2): Vice Chair Pearce and Member Keller
CARRIED (5 to 0)
4.e MIDWEEKEND SUMMER PROMOTION (20 MIN)
Tourism & Community Promotions Manager, Jacqui Clark-Charlesworth and
Economic Development & Tourism Manager, Molly Cano along with Hayley
Corbett, Danni Winter and Gabbi Hall from Noble Studios presented a revised
program plan for a Summer MidWeekend promotion and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Member N. Patel
Second By Member Sandoval
To approve the Summer MidWeekend Promotion as presented with $54,835 in
additional funding to be pulled from fund balance, $2,000 towards giveaway
package and $3,400 remaining balance from Winter MidWeekend.
Ayes (5):, Member Sandoval, Member Newland, Member N. Patel, Member P.
Patel and Chair Bates
Absent (2): Vice Chair Pearce and Member Keller
CARRIED (5 to 0)
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5
4.f SUSTAINABLE SLO MARKETING PLAN UPDATE (10 MIN)
Tourism & Community Promotions Manager, Jacqui Clark-Charlesworth
presented an update to the development of the Sustainable SLO Marketing
Plan.
Public Comment:
None
--End of Public Comment—
ACTION: None.
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
Economic Development & Tourism Manager, Molly Cano provided a brief
update on Visit SLO CAL activities.
5.d TOURISM PROGRAM UPDATE – STAFF REPORT
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a brief update on the tourism programs.
6. ADJOURNMENT
The meeting was adjourned at 12:05 p.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for July 10, 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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1
Promotional Coordinating Committee Minutes
May 8, 2024, 5:30 p.m.
City Hall, 990 Palm Street, San Luis Obispo
PCC Members
Present:
Committee Member Maureen Forsberg, Committee Member
John Thomas, Committee Member Anni Wang, Committee
Member Robin Wolf, Vice Chair Lori Lerian, Chair Samantha
Welch
PCC Members Absent: Committee Member Lydia Bates
City Staff Present: Economic Development & Tourism Manager Molly Cano,
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee
was called to order on May 8, 2024 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
Approve Consent Items 3a to 3f.
Public Comment:
None
--End of Public Comment--
Motion By Committee Member Anni Wang
Second By Committee Member Forsberg
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2
Ayes (6): Committee Member Forsberg, Committee Member Thomas,
Committee Member Wang, Committee Member Wolf, Vice Chair Lerian, and
Chair Welch
Absent (1): Committee Member Bates
CARRIED (6 to 0)
3.a MINUTES OF THE REGULAR MEETING ON APRIL 10, 2024
3.b 2023-24 COMMUNITY PROMOTION BUDGET REPORT
3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT
3.d SLO CHAMBER GUEST SERVICES REPORT
3.e SLO CHAMBER GRANT SUPPORT REPORT
3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT
4. PRESENTATIONS
4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE
Hollie West from the SLO Chamber presented the report for the public
relations activities that occurred over the past month.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
4.b INDEPENDENCE DAY BANNER UPDATE
Staff and Badger Branding shared an update on the Independence Day
banners.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
5. BUSINESS ITEMS
5.a CULTURAL ARTS & COMMUNITY PROMOTIONS GRANT
RECOMMENDATIONS
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3
The CACP subcommittee presented the grant recommendations for the
committee's review.
Public Comment:
Greg Ellis
Patty Thayer
Eric Veium
--End of Public Comment--
Motion By Committee Member Wolf
Second By Committee Member Thomas
To approve the Cultural Arts & Community Promotions Grant
Recommendations, as recommended by the subcommittee.
Ayes (6): Committee Member Forsberg, Committee Member Thomas,
Committee Member Wang, Committee Member Wolf, Vice Chair Lerian,
and Chair Welch
Absent (1): Committee Member Bates
CARRIED (6 to 0)
5.b NEIGHBORHOOD CAMPAIGN RECAP & UPDATE
Staff and contractors provided a comprehensive recap and update on the
status of the neighborhood campaign which began in May of 2021.
Public Comment:
Carrie Sundra
Jim Dantona
--End of Public Comment--
Motion By Committee Member Wolf
Second By Vice Chair Lerian
Form a taskforce, comprised of Chair Welch, Vice Chair Lerian, and
Member Wolf, to look into logistics of the program and strategize ways to
gather more public input. While the taskforce is active, pause spending on
advertising for the project, with exception of Downtown as it operates
independently from the overall neighborhood program.
Ayes (5): Committee Member Thomas, Committee Member Wang,
Committee Member Wolf, Vice Chair Lerian, and Chair Welch
Noes (1): Committee Member Forsberg
Absent (1): Committee Member Bates
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4
CARRIED (5 to 1)
5.c FY 24-25 COMMUNITY PROMOTIONS PROGRAM BUDGET
Staff presented the budget allocations for the FY 24-25 Community
Promotions program budget and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Committee Member Wang
Second By Committee Member Forsberg
To recommend the City Council approve the budget allocations for the FY
24-25 Community Promotions program budget, as presented by staff.
Ayes (6): Committee Member Forsberg, Committee Member Thomas,
Committee Member Wang, Committee Member Wolf, Vice Chair Lerian,
and Chair Welch
Absent (1): Committee Member Bates
CARRIED (6 to 0)
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5
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT – Liaison Assignments
6.b COMMITTEE OUTREACH UPDATE – Committee Report
6.c TBID BOARD REPORT – TBID Meeting Minutes: April 10, 16 & May 1
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on items the TBID has been working on.
6.d TOURISM PROGRAM UPDATE – Staff Report
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
and Economic Development & Tourism Manager Molly Cano provided an
update on the Tourism Program.
7. ADJOURNMENT
The meeting was adjourned at 7:50 p.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for June 12, 2024 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/2024
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Amount
Requested
Organization
Name Event Name Funding Recomendation Specific Items
$20,000.00
San Luis Obispo
Museum of Art
2024 Mural Project & Brand
Launch $7,000.00 Funding to be used towards media plan as presented.
$17,000.00 History Revisited
38th Annual Central Coast
Rennaisance Festival $6,000.00
Funding to be used towards broadcast, social media and radio
advertising only.
$7,000.00
Saint Andrew Greek
Orthodox San Luis Obispo Greek Festival $3,500.00 Funding to be used towards media plan as presented.
$20,000.00
San Luis Obispo
International Film
Festival
San Luis Obispo International
Film Festival $10,000.00
Funding to be sued towards Variety Marketing package and social
media campaign only.
$4,550.00
Diversity Coalition San
Luis Obispo County Women of Color Symposium $3,000.00 Funding to be used towards media plan as presented.
$7,500.00
San Luis Obispo Climate
Coalition
San Luis Obispo County Earth
Day Fair $5,000.00
Funding to be used towards media plan, with the exception of print
media.
$5,250.00
Central Coast Ag
Network DBA City Farm
SLO
4th Annual Sheep Shearing
Shindig $3,500.00
Funding to be used towards media and advertising, not to be used
for media consultant.
$20,000.00
SLO Baseball Alliance
Foundation, Inc.
Blues Fireworks Celebration &
Baseball Game $3,000.00 Funding to be used towards out of area media only.
$5,000.00 SLO Symphony
The SLO
Symphony/Paderewski Festival
Collaboration $5,000.00 Funding to be towards media plan, not including printed mailers.
$7,000.00
The Land Conservancy
of SLO County Colors of Conservation $0.00
Overall program budget and grant request allocation were not
completed correctly resulting in an imcomplete application.
$5,000.00 Paderewski Festival Paderewski Festival N/A Did not attend mandatory informational session.
$3,000.00 Cal Poly Corporation
Designing for Neurinclusion at
Farmers Market: Cal Poly EIM
Pop-Up Resilience room $3,000.00 Funding to be used towards media plan as presented.
$13,158.00 Ecologistics, Inc.Central Coast Bioneers $2,500.00
Funding to be used towards media plan, not including Santa
Barbara & Monterey publications.
$7,500.00
History Center of San
Luis Obispo County Opening Day at the Dallidet $3,000.00 Funding to be used towards media plan as presented.
$6,850.00
Central Coast
Shakespeare Festival
Central Coast Shakespeare
Festival $3,600.00 Funding to be used towards media plan as presented.
$11,300.00
San Luis Obispo
Repertory Theatre MAMMA MIA!$6,000.00 Funding to be used towards media plan as presented.
$3,000.00
SLO Overdose
Awareness Day SLO Overdose Awareness Day $1,000.00 Funding to be used towards media plan as presented.
$7,500.00 Orchestra Novo, Inc.Pops ON!$3,000.00 Funding to be used towards media plan as presented.
$7,500.00
RACE Matters SLO
County Belonging 2024 $3,500.00 Funding to be used towards media plan as presented.
$12,000.00 Downtown SLO Concerts in the Plaza $12,000.00 Full funding towards media plan as presented.
$1,000.00
Canzona Women's
Ensemble Music of the Americas $1,000.00
Funding to be used towards KCBX, New Times and Facebook, not
to be used for printed postcards.
$13,500.00 SLO Beaver Brigade
3rd Annual SLO County Beaver
Festival $5,500.00 Funding to be used towards media plan as presented.
$20,000.00 SLO Master Chorale
2024/2025 Season – A 40th
Anniversary Celebration: “Best
of” the SLO Master Chorale
concert (11/24/24); Holiday
Festival concert (12/21/24);SLO
Master Chorale's 40th
Anniversary Celebration
(3/1/25); Messa da Requiem
concert (4/27/25)$5,000.00 Funding to be used towards advertising expenses line item only.
$7,000.00 SLO County Arts Council Open Studios Art Tour $2,900.00
Funding to be used towards media plan excluding catalog and
stipend's and exclusive to events happening in the city of SLO i.e.
Preview Show, "Art Bar" Workshops, and Spring 2025 Mission
Plaza "Activation".
$5,000.00 Lumina Alliance
Lumina Alliance Walk for
Survivors $0.00
Overall program budget was not completed correctly resulting in an
incomplete application.
$4,530.00
The Monday Club
Conservancy
The Monday Club Centennial -
Doors Open California $2,000.00 Funding to be used towards media plan as presented.
$241,138.00 $100,000.00
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