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Home My WebLink About07-10-2024 TBID Agenda Packet Tourism Business Improvement District Board AGENDA Wednesday, July 10, 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 Regular Meeting of the Tourism Business Improvement District Board to order. 2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA At this time, people may address the Committee about items not on the agenda. Comments are limited to three minutes per person. Items raised at this time are generally referred to staff and, if action by the Committee is necessary, may be scheduled for a future meeting. 3.CONSENT 3.a MINUTES OF TBID SPECIAL MEETING ON JUNE 13, 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 This report will be uploaded by end of day on July 9, 2024. 3.g BADGER BRANDING ORGANIC SOCIAL REPORT 19 4.PRESENTATIONS 4.a PUBLIC RELATIONS & GUEST SERVICES ANNUAL REPORT (20 MIN) Representatives from the San Luis Obispo Chamber of Commerce will present the year end activity highlights and data results for the 2023-24 Guest Services and Public Relations contracted work. 4.b CONTENT MARKETING ANNUAL REPORT (15 MIN) Agency representatives from Badger Branding will present the year end activity highlights and data results for the 2023-24 content marketing contracted work. 4.c VISIT SLO PARTNER RECEPTION RECAP (10 MIN) Staff will present a recap of the Partner Reception held on June 11 at Embassy Suites. 5.BUSINESS ITEMS 5.a FY 23-24 TBID ANNUAL REPORT PREPARATION AND TIMELINE (15 MIN) 27 The Board will direct staff on development of the TBID’s written annual report to the City Council to be presented on October 1, 2024. The Board may review the 2022-23 report as an example of the format. 5.b FORMATION OF TBID SUBCOMMITTEES (10 MIN) The Board will consider the formation of marketing and management subcommittees in lieu of a second Special Monthly Board Meeting. 6.TBID LIAISON REPORTS AND COMMUNICATION 6.a HOTELIER UPDATE – LIAISON REPORTS 6.b PCC UPDATE – LIAISON REPORT 59 6.c VISIT SLO CAL UPDATE – LIAISON REPORT 6.d TOURISM PROGRAM UPDATE – STAFF REPORT 7.ADJOURNMENT The next Special Meeting of the Tourism Business Improvement District Board is scheduled for July 17, 2024 at 9:00 a.m. at Hotel San Luis Obispo, 877 Palm Street San Luis Obispo, CA 93401. Starting on July 8, 2024, any community member that attends a TBID meeting can receive a complimentary parking validation ticket good for one hour of parking in the public parking garages at 919 Palm Street or 871 Marsh Street. Validation tickets will be handed out by request at the beginning of the meeting. LISTENING ASSISTIVE DEVICES are available -- see the Clerk The City of San Luis Obispo wishes to make all of its public meetings accessible to the public. Upon request, this agenda will be made available in appropriate alternative formats to persons with disabilities. Any person with a disability who requires a modification or accommodation in order to participate in a meeting should direct such request to the City Clerk’s Office at (805) 781-7114 at least 48 hours before the meeting, if possible. Telecommunications Device for the Deaf (805) 781-7410. Agenda related writings or documents provided to the Tourism Business Improvement District Board are available for public inspection on the City’s website, under the Public Meeting Agendas web page: https://www.slocity.org/government/mayor-and-city-council/agendas-and- minutes. Meeting video recordings can be found on the City’s website: http://opengov.slocity.org/WebLink/Browse.aspx?id=61016&dbid=0&repo=CityCl erk 1 Tourism Business Improvement District Board Minutes 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) Page 5 of 61 2 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-- Page 6 of 61 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. Page 7 of 61 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) Page 8 of 61 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 Page 9 of 61 Page 10 of 61 June 2024 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 69.51 76.93 71.63 187.67 195.83 190.17 130.44 150.66 136.22 0.89 0.10 0.65 1.71 -3.20 0.09 2.62 -3.11 0.74 City of Paso Robles 64.87 75.15 67.81 175.86 276.67 207.78 114.09 207.92 140.90 -7.54 -7.28 -7.46 1.24 -0.72 0.44 -6.40 -7.94 -7.05 City of Pismo Beach 57.70 77.56 63.37 205.65 316.52 244.42 118.65 245.48 154.89 -5.63 6.56 -1.70 -5.19 -1.05 -2.28 -10.53 5.43 -3.94 City of San Luis Obispo 63.54 77.29 67.47 152.71 224.66 176.26 97.03 173.64 118.92 2.30 0.21 1.60 1.36 -2.55 -0.52 3.69 -2.35 1.08 City of Morro Bay 59.38 79.30 65.07 127.24 188.03 148.40 75.55 149.11 96.57 -0.07 7.33 2.39 -3.84 -3.33 -2.99 -3.91 3.75 -0.67 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 72.08 78.29 73.85 189.70 205.85 194.59 136.73 161.15 143.71 1.99 -2.63 0.54 0.02 -6.32 -2.25 2.01 -8.79 -1.72 City of Paso Robles 68.61 84.71 73.21 179.31 323.16 226.87 123.03 273.75 166.10 -10.40 -9.40 -10.07 3.16 2.56 3.04 -7.57 -7.08 -7.34 City of Pismo Beach 69.57 81.07 72.86 226.07 425.21 289.39 157.28 344.72 210.83 4.63 -8.98 -0.12 0.74 -2.27 -2.86 5.40 -11.04 -2.98 City of San Luis Obispo 71.54 85.34 75.49 172.76 417.50 251.81 123.60 356.31 190.08 3.82 -6.35 0.30 2.50 7.34 2.86 6.41 0.52 3.17 City of Morro Bay 65.54 82.88 70.49 131.60 244.06 169.38 86.25 202.29 119.40 0.37 -4.64 -1.37 -1.50 0.11 -1.46 -1.13 -4.53 -2.81 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 67.32 79.43 70.78 178.85 202.30 186.37 120.40 160.69 131.91 -4.35 -1.98 -3.60 -3.65 -3.62 -3.57 -7.84 -5.53 -7.05 City of Paso Robles 70.05 83.65 73.93 176.39 290.73 213.35 123.55 243.20 157.74 -14.95 -0.01 -10.64 -2.07 1.23 1.08 -16.72 -16.72 -9.67 City of Pismo Beach 73.66 87.92 77.75 243.64 352.47 278.95 179.46 309.90 216.88 -1.19 3.56 0.32 -0.37 -0.43 0.05 -1.55 -1.55 0.37 City of San Luis Obispo 73.95 90.60 78.70 183.36 257.74 207.83 135.59 233.51 163.57 -0.04 4.70 1.47 0.26 -0.01 0.52 0.21 0.21 1.99 City of Morro Bay 72.95 90.15 77.86 142.80 220.10 168.37 104.17 198.41 131.10 5.66 14.32 8.38 1.85 3.98 3.54 7.62 7.62 12.21 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 74.26 78.15 75.37 190.27 201.95 193.73 141.28 157.83 146.01 6.18 1.82 4.85 2.11 -2.16 0.66 8.42 -0.37 5.54 City of Paso Robles 72.30 82.80 75.30 174.54 277.47 206.88 126.19 229.74 155.78 -2.63 9.79 0.95 1.51 1.82 2.93 -1.16 11.79 3.91 City of Pismo Beach 75.86 84.88 78.44 242.44 343.21 273.60 183.92 291.31 214.61 -0.80 0.96 -0.26 3.72 -0.45 2.22 2.89 0.50 1.95 City of San Luis Obispo 78.80 83.95 80.27 190.59 235.91 204.13 150.19 198.06 163.87 -0.43 -0.98 -0.60 0.87 2.41 1.37 0.43 1.41 0.77 City of Morro Bay 73.32 84.65 76.56 147.34 209.68 167.03 108.03 177.49 127.87 8.11 5.75 7.36 4.23 -1.80 1.54 12.68 3.85 9.01 For the Week of June 23, 2024 to June 29, 2024 For the Week of June 16, 2024 to June 22, 2024 For the Week of June 09, 2024 to June 15, 2024 For the Week of June 02, 2024 to June 08, 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 61 Page 12 of 61 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$ 1,018,242$ -3.6% 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$ 899,218$ -1.2%missing 6 hotels 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$ 9,756,978$ 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 67.4 70.9 5.2%181.62 180.85 -0.4%122.41 128.17 4.71% June 74.2 206.77 153.52 Total/Average 67.70 0.01 177.15$ -0.01 121.71$ 0.00 Updated: 07/03/2024 Occupancy ADR RevPAR*Figures from Smith Travel Research Report TOT Comparison Page 13 of 61 Page 14 of 61 Report to City of SLO – TBID and PCC Public Relations Contract June 2024 PR ACTIVITY Implementation/Proactive Work Hosted sustainability influencer Ashley Diedenhofen in partnership with Kind Traveler and Visit California Hosted sustainability influencer Delilah Harvey Hosted travel writer Craig Stoltz Hosted German travel writer Hermann Low with Seeluft Magazine Began planning for writer Craig Stoltz's upcoming stay Began planning for SoCal Media Mission writer Brandon Hernandez's upcoming stay Began planning for SoCal Media Mission writer Ron Donoho's upcoming stay Continued planning for travel influencer Karina Henry's upcoming stay Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign Responsive leads Pitched "20 Ways to Celebrate California Wine Month Ahead of Its 20th Anniversary" story ideas to Visit California Partnerships Attended TBID Partner Reception Attended Visit SLO CAL PR & Social Media Mixer Continued working on Downtown Summer Spending campaign with the City Worked on PR handoff from DCI to Uniquely Driven Began planning for Summer Midweekend Began working on Visit SLO Influencer Strategy with the City and Badger Branding Began planning for Kind Traveler Sustainability Influencer Fam trip with Kind Traveler, the City, and Badger Branding Met with Amtrak team Continued working with the City, DCI, Noble and Badger Branding on Sustainable SLO marketing plan PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS KSBY Residents react to San Luis Obispo being ranked among nation's best: 'I'm not surprised'478,000.00 $39.54 Cultural THE TRIBUNE SLO is one of America’s top 10 towns to visit, CNN says. Where did it rank? Read more at: https://www.sanluisobispo.com/news/local/article289513316.html#storylink=cpy21,000.00 $2,668.27 Cultural KSBY Opa! Community members gather for Greek Festival in San Luis Obispo 478,000.00 $39.54 Cultural THE TRAVEL 7 Surprisingly Scenic, Bikable Cities In California 2,670,000.00 $97.51 Sustainability CNN CNN reveals America's Best Towns to Visit in 2024 134,170,000.00 $38,996.44 Cultural CNN The city that is pure California perfection 134,170,000.00 $38,996.44 Cultural MSN TRAVEL The town that is pure California perfection 157,190,000.00 $15,444.86 Cultural THE MERCURY NEWS The town that is pure California perfection 6,820,000.00 $3,955.38 Cultural WMTJ Looking for your next summer vacation spot? Here are the best US cities to visit, according to CNN 1,250,000.00 $132.89 Cultural PASO ROBLES DAILY NEWS Report: San Luis Obispo listed in top ten places to visit in US 85,000.00 $6.39 Cultural YAHOO NEWS Looking for family-friendly fun? Circus Vargas to return to SLO County 180,340,000.00 $156,947.30 Family CNN Every room in this hotel has a wildly different theme. It's a feast for the eyes 134,170,000.00 $38,996.44 Cultural WORLD ATLAS 10 Underrated Places to Visit in California 5,080,000.00 $305.33 Cultural KCBX San Luis Obispo featured on CNN Travel’s list of top 10 places to visit in America 1.21 $22,000.00 Cultural TOTALS 19 756,423,001.21 $315,918.52 TOTAL YTD 3,623,740,205.00 $1,404,113.16 167 4,380,163,206.21 $1,720,031.68 Page 15 of 61 Page 16 of 61 June May June 2023 2024 2024 Asia 14% Walk‐ins 6,280 6,265 5,739 Europe 45% Phone Calls 498 155 147 Australia/NZ 3% Emails & Digital 890 1,320 1,432 UK 26% N. America 3% C. America 0% June May June S. America 7% 2023 2024 2024 Calls 55 23 27 West Coast 19% Southwest 13% Midwest 29% June May June South 22% 2023 2024 2024 East Coast 17% Referrals 983 29 46 Northern CA 23% Central Coast 49% June May June Central Valley 3% 2023 2024 2024 Desert 0% Email 151 142 183 Southern CA 25% Phone Calls 340 135 121 June June June 2023 2024 2024 YTD Fulfilled N/A 43 VisitSLO.com 62 270 INFORMATION REQUESTS EVENTS SHARED REPORT TO CITY OF SLO ‐ TBID & PCC GUEST SERVICES CONTRACT JUNE 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) Out on Thursdays at Farmers' Market providing information to our locals and visitors. 3) Prepping for introducing the new Cal Poly families to San Luis at SLO Days 2) Organizing for Summer Spending promo and Summer Midweekend program Page 17 of 61 Page 18 of 61 June 2024 SLO TBID - SHARESLO ORGANIC SOCIAL REPORT Date: 7/10/24Page 19 of 61 Followers: 32,410 ( 2.3%) Total Follower Gain: 721 Total Posts: 212 Total Impressions: 554,723 ( 17%) (includes both organic & paid) Total stories: 192 Total Engagements: 17,234 ( 86%) Engagement Rate: 3.1% ( 123.5%) INSTAGRAM TOP POSTS: In June, we saw an increase of over 700 followers. Our impressions slightly decreased, but our engagement and engagement rate increased dramatically. This means that although fewer people saw our content, the users who did commented, liked the post, sent to other users, or saved the post, which is a huge success. Page 20 of 61 Page Followers: 96,924 ( 0%) * Total Net Audience Growth: -35 Total Posts: 16 Total Impressions: 530,821 ( 50%) Total Organic: 35,354 ( 7%) Total Engagements: 2,062 ( 223%) Engagement Rate: .4% ( 544%) *We noticed a reporting discrepancy with Meta, but it is not affecting our overall analytics. FACEBOOK TOP POSTS: In June, we began mirroring from Instagram for all posts. We saw an increase in impressions due to the decrease in paid ads running on this platform. Our organic social posts only decreased slightly by 7%. We did see an increase in both engagement and engagement rate, which means although our reach wasn’t as broad this month, users are liking, commenting, sending, and sharing our content. Page 21 of 61 Followers: 1,088 ( 29%) Followers Gained: 246 Post Views: 48K ( 1957%) Profile Views: 191 ( 93%) Likes: 485 ( 613%) Shares: 128 ( 6300%) Comments: 15 ( 200%) Total Viewers: 44K ( 2182%) In June, we had a video on Tiktok get over 46K views. We are seeing great success in sharing hidden gems, itineraries and must-sees in SLO on this platform. TOP POSTS: TIKTOK Page 22 of 61 Total Audience: 357 Total Net Growth: 19 Total Posts: 4 Impressions: 427 ( 9%) Engagements: 31 ( 7%) Engagement Rate: 7.3% ( 18 %) LINKEDIN TOP POSTS: In June, we saw an increase in followers, engagements, and engagement rate. Although our impressions slightly decreased, users are engaging with our content overall. Our engagement rate is well above the industry standard of success. Page 23 of 61 Total Posts: 2 Story Views: 1K ( 10%) Story Impressions: 350 ( 10%) Interaction Rate: 71.6% ( 3.4%) (Average Rate: 67%) Completion Rate: 61.7% ( 5%) (Average Rate: 52%) CA TRAVEL STORIES - CROWDRIFF TOP POSTS: In June, we saw an increase in story views. We saw a slight decrease in impressions, interaction rate, and completion rate. We are producing stories in relation to Visit California’s monthly themes. Our analytics show our interaction rate and completion rate are well above the average rate for success. Earned a “Top Short-Form Video” from Visit California in their June Newsletter. Page 24 of 61 WHAT WE WORKED ON THIS MONTH: -CNN Best Cities in America To Visit Feature -Kind Traveler Partnership / Newspaper Placements -Pride Month Events in SLO - Summer in SLO -Reel (18.7K Views) -Concerts in the Plaza, Happy Hour in SLO, Patio Season in SLO, Date Night in SLO, etc.) -Giveaways -Midstate Fair, Blues Baseball, Festival Mozaic -Hidden Gem Waterfall Reel -75K Views -Art Galleries in SLO, Electric Car Charging Stations in SLO -New Businesses in SLO -Hiking Tips in SLO, 3 Trails in Miossi Open Space Page 25 of 61 JULY’S FOCUS: -MidWeekend Campaign -Downtown Summer $pending Campaign -Arts & Culture -CowParade feature -Art Classes in SLO -Food / Bev - Lunch Spots in SLO, Taco Tuesday Deals in SLO -Reels -Gen Z Guide to SLO, Park Days in SLO, Birthday Freebies in SLO -New Businesses in SLO -Sunsets in SLO, Music Lovers Hot-Spots in SLO, Summer Concerts in SLO -Sustainable SLO / Outdoor SLO -Hiking w/ a Dog in SLO Reel -Family Friendly Summer Events in SLO Page 26 of 61 SLO TBID ANNUAL REPORT 2022-2023 Page 27 of 61 Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Advisory Body . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Advisory Body Bylaws . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 2022-23 Year By The Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 Strategic Plan Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 Constituent Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Diversity, Equity and Inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Sustainability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Marketing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Branding & Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Digital Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 Guest Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Strategic Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 Industry Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23 2022-23 Awards & Accolades . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Financial Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25 Looking Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 TOT Chart For 2022-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 TOT Distribution For 2022-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 TOT Month To Month 2022-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 OCC Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 ADR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 REVPAR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31 Strategic Imperatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32 CONTENTS Page 28 of 61 SLO TBID Annual Report 2022-23 3 In June 2008, the City Council adopted Ordinance 1517 establishing the Tourism Business Improvement District (TBID) in the City of San Luis Obispo as requested by the local lodging industry . The assessment of 2% of gross receipts for the district became effective on October 1, 2008 and the use of funds was defined in Section 12 .42 .030 of the Municipal Code as follows: “This ordinance is made and enacted pursuant to the provisions of the Parking and Business Improvement Area Law of 1989 (Sections 36500 et . seq ., of the California Streets and Highways Code) . The purpose of forming the district as a business improvement area under the Parking and Business Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and programs promoting tourism which will benefit the operators of hotels in the district through the promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination .” The use of the assessment fund is based on the recommendation of the Tourism Business Improvement District (TBID) advisory board that is composed of City of San Luis Obispo hotel owners, operators and/or managers . The board members are appointed by the City Council and serve for an initial term of four years with the opportunity to serve a second term for a maximum of eight years . 2022-23 Tourism Business Improvement District Board BACKGROUND ADVISORY BODY NAME PROPERTY APPOINTED TERM CONCLUDES Clint Pearce *Madonna Inn May 2022 3/31/2026 LeBren Harris **Hampton Inn & Suites by Hilton April 2021 Resigned 3/24/23 Pragna Patel-Mueller Hotel Buena Vista April 2019 3/31/2023 Megan Taylor The Kinney SLO June 2022 Resigned 5/19/23 Lori Keller Apple Farm Inn June 2022 3/31/2026 Prashant Patel Vagabond Sept . 2022 3/31/2025 Lydia Bates **Hotel San Luis Obispo Sept . 2022 3/31/2024 Winston Newland Quality Suites April 2022 3/31/2027 Sandy Sandoval Embassy Suites SLO June 2023 3/31/2025 * Served as Chair for a portion of FY 22-23 ** Served as Vice Chair for a portion of FY 22-23 Page 29 of 61 SLO TBID Annual Report 2022-23 4 In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further defined its role and functions . The functions and duties of the TBID Board shall include, but not be limited to, the following: A . Planning a comprehensive program to promote tourism to the City of San Luis Obispo and prepare an annual marketing program consistent with industry goals and objectives . B . Developing advertising and promotional programs and projects to benefit the lodging industry in San Luis Obispo . C . Presenting an annual assessment report to the City Council regarding implemented promotional programs and projects . D . Performing any other lawful tasks as directed by the Council . The TBID Board meets monthly on the second Wednesday at 10 a .m . for its regular board meeting . In fiscal year 2022-23, the TBID Board continued holding a monthly special meeting, in addition to the regular board meeting . In total, the Board met 15 times for regularly scheduled monthly meetings and special meetings during the fiscal year and held one member event - representing more than 32 volunteer hours annually per board member . ADVISORY BODY BYLAWS Page 30 of 61 SLO TBID Annual Report 2022-23 5 In FY 2022-23, the City of San Luis Obispo once again collected a record-breaking figure of transient occupancy tax (TOT) totalling $11 million . This number represents a 3 .6% increase in revenue compared to FY 21-22 and exceeded the City's adopted budget . Continuing the FY 21-22 trend of reaching $1 million in revenue collection for a single month, this fiscal year the City produced five $1 million revenue months including July, August, September, April and June . This incredible contribution of TOT revenue into the City’s General Fund is one of the direct benefits from tourism for the City, as the full collection of TOT revenue is retained by the City . Separately, the TBID retains the revenue collected through the TBID special assessment of 2%, which in FY 22-23 resulted in more than $2 million - nearly $660,000 more revenue than initially projected . The FY 2022-23 occupancy level in the city saw a slight increase of 1% compared to FY 2021-22, with an average annual occupancy rate of 68% for the year . While this modest year-over-year growth illustrates the continued recovery of visitors returning to travel with overnight stays in San Luis Obispo, when compared to occupancy in pre-pandemic years it is still about 2% below the 2018-19 fiscal year when annual average occupancy for the city exceeded 70% for the year . The growth of the Average Daily Rate (ADR) in San Luis Obispo slowed this year . In FY 2022-23 the annual ADR was approximately $187, which on average is almost $9 less than the previous year, but still $33 more than the pre-pandemic year of 2018-19 for comparison . The dip in ADR performance began in November and continued through June . The last key indicator used by the TBID to gauge impact is RevPAR, defined as Revenue Per Available Room . In FY 2022-23 the annual average RevPAR was also slightly down from the prior year at the rate of $128 .13 on average . While these numbers present a snapshot of the status for lodging properties, the TBID Board also tracks visitation to the downtown Visitor Center to represent foot traffic . In FY 22-23 the Visitor Center served approximately 827,000 guests, which is up by nearly 5% compared to the previous fiscal year . 2022-23 YEAR BY THE NUMBERS MEASUREMENT FY 2022-23 RESULT % CHANGE FROM FY 2021-22 TOT $11,034,001 .87 3 .6% TBID $2,206,800 .37 3 .7% Occupancy 67 .62%1 .0% ADR $186 .59 -4 .5% RevPAR $128 .13 -3 .4% CHECK THE APPENDIX FOR COMPLETE GRAPHS (GRAPHS FOR TOT/ADR/REVPAR/OCC) Page 31 of 61 SLO TBID Annual Report 2022-23 6 The TBID Strategic Plan serves as one piece of the framework for the direction and decisions made by the TBID Board for the tourism program this fiscal year . As defined within the plan, the SLO TBID stewards the brand of San Luis Obispo and represents its lodging partners, driving overnight stays by: telling the San Luis Obispo story via targeted marketing content and activities; serving as a convener and subject matter expert for tourism conversations impacting the destination; and advancing strategic partnerships that extend the reach and influence of the SLO TBID . Through the plan, the TBID continues to focus on the fulfillment of the following five Strategic Imperatives: • Elevate the SLO Brand and Experience • Deliver Smart Growth • Build Meaningful Partnerships • Ensure Operational Excellence • Foster Destination Resilience Each of these imperatives contain objectives and initiatives that the TBID Board strives to achieve in the life of the plan . The examples of the accomplishments pertaining to these Strategic Imperatives are highlighted throughout the annual report . CHECK THE APPENDIX TO VIEW THE FULL STRATEGIC PLAN MATRIX STRATEGIC PLAN IMPLEMENTATION Page 32 of 61 SLO TBID Annual Report 2022-23 7 As a commitment to the imperative to “Ensure Operational Excellence” the TBID Board continued to support constituent relations efforts in FY 2022-23 . To keep the lodging constituency abreast of all TBID business, the TBID Board was assigned properties to laisse . Each board member was responsible for communication with their respective group of hotels and then asked to report their findings during the “Hotelier Update” portion of each Board meeting agenda . The TBID also leveraged the outreach support of the San Luis Obispo Chamber of Commerce’s (SLO Chamber) contracted services to perform weekly lodging call-arounds and quarterly hotel visits . This resulted in 5,326 touch points with San Luis Obispo hotels through phone calls, emails and property visits to distribute important visitor serving collateral . In addition, this year the TBID hosted a partner reception to encourage constituent networking and an opportunity to hear important information on TBID projects and programs . Attendees represented more than 20 of the 42 hotel properties, which was an impressive turnout for the event . Nearly 90% of attendees requested that a similar event happen twice annually, and 100% of respondents to the follow up survey stated that they are very likely to attend again . Lastly, the TBID placed a large emphasis on constituent outreach and support through the VisitSLO .com redesign major project initiated this year . Not only were constituents engaged in updating information for the site, but the TBID Board also invested in a major photo project to professionally photograph all SLO city hotels . These photos will not only be used by Visit SLO, but also provided to the lodging property at no cost . CONSTITUENT RELATIONS Page 33 of 61 SLO TBID Annual Report 2022-23 8 DIVERSITY, EQUITY AND INCLUSION Visit San Luis Obispo shares in the global mission for inclusion and necessary change . Along with partner destination marketing organizations like Visit SLO CAL, the TBID is committed to spreading the message that San Luis Obispo is a welcoming and safe destination for all . As an ally, the TBID listens and continuously reflects to fully understand that demand for more direct action so that all people can unequivocally feel welcomed here . It is in the TBID organization’s DNA to treat all persons equally, with dignity and respect, regardless of race, religion, creed, color, national origin, ancestry, age, sex, sexual orientation, gender, gender identity or disability status . The TBID is committed to sharing these values with everyone who travels to San Luis Obispo . The TBID is committed to advance Diversity, Equity and Inclusion (DEI) through all work scopes, with representation being top of mind as newcomers are invited to explore San Luis Obispo . DEI continued to show up within tourism efforts through: • Partnering with GALA Pride and Diversity Center on supporting Central Coast Pride . • Expanding diversity within TBID-owned marketing assets . • Targeting more diverse audiences through paid media and public relations tactics . Page 34 of 61 SLO TBID Annual Report 2022-23 9 SUSTAINABILITY The TBID’s goal is to balance business and sustainability, helping make San Luis Obispo a must-stay destination while passionately partnering to reach the city’s 2035 carbon neutrality goal . The TBID continues to show travelers how to enjoy SLO responsibly by supporting the local community, protecting culture and heritage and leaving as light of an environmental footprint as possible . Although tourism will never be completely sustainable, the TBID continues to prioritize making an impact in this space . This year the Visit San Luis Obispo continued previous work efforts and made new commitments to advance sustainability and climate action within the tourism efforts . A few highlights include: • Creating cooperative partnerships with other City departments to establish a brand identity for the City's climate action work in a visual representation . Using the Sustainable SLO mark established by the TBID, staff created designs to be used across “green” initiatives from fleet to big belly trash receptacles . • Continuing Keys for Trees, developed to offset the carbon impact from travel in the community . Through this program 1% of the TBID’s projected revenue was directed To planting trees in San Luis Obispo as part of the Office of Sustainability and Natural Resources’ program with EcoSLO . To date over 60 trees have been funded through the Keys for Trees program . • Promoting off-season and mid-week travel through TBID’s promotional campaign The MidWeekend . • Collaborating with Visit SLO CAL on countywide sustainability education including serving as partner in the destination spotlight for the World Travel & Tourism Commission highlight the work of the City’s Climate Action programs and their intersection with tourism . Page 35 of 61 SLO TBID Annual Report 2022-23 10 MARKETING ACTIVITIES To ensure TBID marketing programs intercept travelers at all stages of their journeys, the TBID and team of agencies used different marketing levers across that journey . This multi-pronged approach drove an efficient and effective conversion strategy . SLO brand messages and areas of opportunity were adapted to tease potential travelers across the journey . In addition, looking across the travelers’ journey also helped the TBID incorporate and account for fluctuations in travel behavior . To implement complex marketing programs, TBID Board and staff worked closely with contractors, including marketing agency-of- record Noble Studios, Public Relations agency DCI, the San Luis Obispo Chamber of Commerce for Public Relations and Guest Service initiatives, as well as Content Marketing contractor Badger Branding for organic social media content and management . • Aim to create brand awareness & connection • Create shareable content that inspires travel • Bring prospects to the website to encourage research and discovery about what makes the destination special and unique • Help prospective travelers plan with destination-specific content • Encourage travelers to visit key stakeholder pages to book & plan their trip • Keep the conversation going to amplify our message • Utilize website to plan in-destination moments and activities • Find up-to-date safety information DREAMING PLANNING BOOKING EXPERIENCING SHARING SERVICES • Organic Social • Paid Social • Display Ads • Email • PR • Influencers SERVICES • Website Experience • Organic Search • Paid Search • Organic Social • Paid Social • Display Ads • 3rd Party Ads • Email • PR • Print SERVICES • Organic Search • Paid Search • Paid Social • 3rd Party Ads • Website Experience • Email SERVICES • Website Experience • Email • Organic Social SERVICES • Organic Social DREAMING PLANNING BOOKING EXPERIENCING SHARING Page 36 of 61 SLO TBID Annual Report 2022-23 11 POSITION (Distinctly stand out among competition) PROMISE (Clear messaging and identity that connects) PURPOSE + PERSONALITY + PRINCIPLES (United brand & culture) BRANDING & CAMPAIGN The TBID, known as Visit San Luis Obispo, manages the tourism brand for the destination of San Luis Obispo, delivering balanced growth of tourism with creativity and integrity . The Visit San Luis Obispo brand supports the TBID’s initiatives to share the abundance of SLO, drive growth for the lodging economy and serve as the voice of TBID stakeholders . Page 37 of 61 SLO TBID Annual Report 2022-23 12 PURPOSE HEARTS IN BEDS If putting “heads in beds” is our business purpose, putting “hearts in beds” is our brand purpose . We live to share all that San Luis Obispo stands for so we can emotionally connect with and welcome people who will fall in love with our community in such a way that they actually become part of it, caring for it like they live here and returning time and time again . PROMISE A CHANCE TO LIVE THE SLO LIFE The “SLO Life” is a deep breath that releases life’s pressures . It’s a change of pace . It’s a fresh take . It’s a warm embrace . It’s a feeling of comfort and calm in a welcoming place filled with a special energy, connection, creativity and a wholehearted spirit . You can feel the “SLO Life” wrap its arms around you and pull you close . It’s tangible . And you’ll never want to let that feeling go, so you live the “SLO Life” to its fullest while you’re here and take a piece of it with you when you head back home . POSITION HOMEBASE AWAY FROM HOME You don’t just visit SLO on vacation, you become part of our community and culture, an honorary local . The welcoming waves hello, neighborly nods and small-town California charm instantly make you feel comfortable and allow you to start living the “SLO Life .” As you immerse yourself in our city, you bond with it and start to feel a sense of belonging that blends with the beauty of life’s stresses being released because you’re away–it truly feels like a home away from home . And with the beaches, iconic sites and stunning beauty of the world-class Central Coast nearby, it’s also an incredible homebase during your vacation . SLO is the ideal homebase away from home . Page 38 of 61 SLO TBID Annual Report 2022-23 13 In FY 22-23, the TBID Board adopted a new brand book . This guide describes what the destination marketing organization stands for, how it benefits travelers and locals, and why it stands out in a crowded travel marketing space . It contains the brand’s essence and spirit, as well as how it can be brought to life visually, verbally and culturally, plus messaging guidelines, philosophies and beliefs . If putting “heads in beds” is TBID’s business purpose, putting “hearts in beds” is its brand purpose . As is quoted in the brand book, “We live to share all that San Luis Obispo stands for so we can emotionally connect with and welcome people who will fall in love with our community in such a way that they actually become part of it, caring for it like they live here and returning time and time again .” This brand book is an essential tool of the Visit San Luis Obispo because it helps to align and guide the way SLO is shared, marketed and depicted by the the wider team of contractors, as well as the hoteliers in tying their properties to the brand . BRANDING & CAMPAIGN Page 39 of 61 SLO TBID Annual Report 2022-23 14 WEBSITE SEO ↑ 33% Overall Traffic YoY ↑ 15% Organic Traffic 5% Bounce Rate ↑ 46% Organic Hotel Referrals ↑ 74% Organic Homestay Referrals ↑ 34% New Users YoY 5% Things to Do Partner Referrals YoY ↑ 68% Hotel Partner Referrals YoY VisitSLO .com is the City’s official tourism website and the primary marketing tool used to represent the destination . It is designed mainly for consumers, but also serves the travel trade, meeting planners, TBID members and media . The website is the cornerstone of all our marketing efforts: everything flows to or from the website . Because of its paramount importance, the TBID invested in a full redesign of the site in FY 22-23 . With a mobile first experience in mind, the website has been optimized for a seamless user experience that helps potential visitors research and plan their trips, and helps locals discover more of what’s in their backyard . The website also includes updated imagery of key stakeholders, a refreshed event calendar and an interactive neighborhoods feature inviting users to visit all corners of SLO . The site was launched in July 2023 shortly after the turn of the fiscal year; however, nearly all of FY 22-23 included work to achieve the site redesign outcome . Search Engine Optimization (SEO) ensures the relevancy and success of the TBID’s website . Building website authority improves VisitSLO .com’s positioning and findability on search pages . By developing depth of content and optimizing existing content, VisitSLO . com saw increased organic traffic to optimized pages and encouraged users to engage with the website by improving user experience . ↑ ↑ Page 40 of 61 SLO TBID Annual Report 2022-23 15 DIGITAL MEDIA Digital media efforts in FY 22-23 were focused on driving overnight stays . Using up-to-date research surrounding traveler sentiment, media consumption patterns and booking behavior as a guide, media was continually evaluated and shifted . Goals included: • Delivering a paid media strategy that focuses on converting potential travelers with lower funnel tactics . • Strategically managing spend, efficiently and effectively to maximize budget . As a result, when compared to the same channels in FY 21-22, VisitSLO .com saw growth in awareness, traffic and conversions with a 34% increase in budget . This year, we introduced SLO International Film Fest and Central Coast Pride targeted campaigns . ↑ 63% Paid Traffic YoY 52.1 MIL Paid Impressions 14.46% Paid Search CTR Benchmark 4 .68% 1.24% Paid Social CTR Benchmark 0 .90% ↑ 145% Paid Homestay Referrals YoY ↑ 73% Paid Hotel Referral YoY EMAIL MARKETING In FY 22-23, the Visit San Luis Obispo launched an email project to more deeply engage subscribers . The purpose of the project was to better understand the interests of the subscribers in order to tailor the email . The first step of the project included the design and development of a new email template which incorporated the new brand visual identity and design optimizations to encourage more engagement and clicks to VisitSLO .com . Following the new template, new monthly targeted emails were sent to specific segments to directly appeal to defined interests and connect readers with the information on San Luis Obispo they most desired . The next portion of the project included the creation of an email “Welcome Series” for new subscribers to capture their interests and segment them into content based groups . With all this information, Visit San Luis Obispo continued to send timely and relevant newsletters to subscribers to deepen brand loyalty, and keep San Luis Obispo top of mind as a destination . As a result, the TBID saw increases in open rate in the emails sent this year which is attributed to A/B testing and more targeted, personally relevant and engaging emails . ↑ 37% Avg . Newsletter Open Rate 1.9% Avg . Click Rate 3,668 New Subscribers Added in the Last Year 34 Emails sent in total (Including brand research outreach, additional MidWeekend promotions, etc .) ↑ Page 41 of 61 SLO TBID Annual Report 2022-23 16 PRINT ADVERTISING Selected print advertising placements were continued in the TBID’s media mix for FY 22-23 . Traditional print campaigns are an important tool to reach niche market visitors primarily in the mature demographic and to reinforce travel inspiration while building brand awareness for the destination . Placements Included: • Visit SLO CAL Visitors Guide • SLO Chamber Visitors Guide • SLO Life Journal • Cal Poly Athletics Program Ad & Visiting Team Guide Insert • Central Coast Tourism Council Map • Visit California Visitors Guide • Visit California Road Trips Guide • San Diego Magazine Placement SLO Life Ad San Diego Magazine Placement Page 42 of 61 SLO TBID Annual Report 2022-23 17 SOCIAL MEDIA TBID’s social media – aka ShareSLO – is a platform for locals and visitors alike to connect with, as well as find inspiration and information about, San Luis Obispo . The goal of the social media program is optimizing TBID’s efforts and further establishing clear value to follow across all social media . Through the implementation of the brand book, ShareSLO has begun to reposition Visit San Luis Obispo on certain social media channels like Facebook . Some of the dedicated highlighted work included: • Maintaining updated reels covers for a sleek, uniform appearance and easy navigation • Multiple organic viral reels: MidWeekend Giveaway (202k), Wes Anderson (66 .2k), A Night Out Reel Collaboration with Visit SLO CAL (82 .8k) • Reinstating Ticket Tuesday Giveaways to increase engagements and reach, involve the community, and gain followers • Continuous steady follower growth – 54 .4% YoY increase on Instagram and 127% YoY increase on Facebook • Weekly Snapshot stories including local businesses to increase exposure and create a one-stop local event update for visitors • Enhancing the “always on” approach with high-frequency sharing on Instagram stories QEAC Visit San Luis Obispo Social Media Channels Page 43 of 61 SLO TBID Annual Report 2022-23 18 PUBLIC RELATIONS In FY 22-23, the TBID Board continued the public relations contract efforts, including a joint contract between the TBID and Promotional Coordinating Committee (PCC) with the San Luis Obispo Chamber of Commerce . The TBID also continued with the national public relations agency, DCI . On behalf of the City’s Community Promotions program, the SLO Chamber is responsible for establishing professional relationships with local and regional strategic partners and journalists to build and maintain awareness of San Luis Obispo as an ideal place to live, play and stay . Then, to further expand the proactive destination Public Relations efforts, DCI is responsible for national media relations . Visit San Luis Obispo’s public relations efforts resulted in dozens of individual media visits and two themed group press trips – one on Transformative Travel, and another focused on Arts and Culture . The goal for PR in FY 22-23 was to curate fresh, unique content to continue inspiring travel, as well as generate and secure media leads that speak to our target audiences (including drive markets) . The contractors also built and strengthened relationships with key media on behalf for San Luis Obispo, a catalyst for generating awareness of the destination and its diverse experiences . Overall, as a result of the overall Public Relations efforts, in FY 22-23 San Luis Obispo received more than 210 mentions in media articles, of which 57 placements were attributed to the proactive work . Top media coverage included the Los Angeles Times, The Daily Beast, and Forbes . In addition, with sustainability being a key message for the destination, stories featuring the sustainability work in SLO earned coverage in AFAR and on NBC . And given the importance of community with travelers, Visit San Luis Obispo secured the USA Today’s nomination for “10 Best Public Squares” with Mission Plaza wining the #5 spot nationwide . 1.9 BIL Circulation 61 MIL Media Impressions $18.2MIL Ad Equivalency 549/1212 Qualitative Score 101 Total Number of Placements 82 OUTLETS 14% MWM List Penetration Page 44 of 61 SLO TBID Annual Report 2022-23 19 PROMOTIONS This year Visit San Luis Obispo continued the Midweekend promotion to drive midweek stays . The MidWeekend supports the strategic imperative to Deliver Smart Growth, as well as aligns with destination stewardship and sustainability efforts by encouraging travel outside peak periods . The MidWeekend Why should weekends get all the fun? When you Live the SLO Life, every day feels like Saturday . We call it the MidWeekend . In the spring of 2022, the MidWeekend promotional campaign was launched to help drive midweek stays in the City of San Luis Obispo . During FY 22-23, the campaign went on to introduce two evolutions: one in the summer (July 1- August 31, 2022) and another in the spring (February 1-March 31, 2023), driving visitation during identified need periods . Visitors were offered $100 cash when they booked two nights between Sunday and Thursday . The promotional campaign was integrated into the existing paid media plan with a focus on reaching our outdoor, relaxation, wine and dine, and retargeted audiences, sending potential travelers to the Midweekend landing page to get direct access to information on the special offer . Page 45 of 61 SLO TBID Annual Report 2022-23 20 GUEST SERVICES Through a dedicated contract, the San Luis Obispo Chamber of Commerce provides a suite of guest services to the TBID . In FY 22-23, the SLO Chamber was contracted by the Visitor Center to answer each call made to the TBID’s 1-877-SLO-TOWN number, which serves as a response tool to the TBID’s advertising efforts and digital presence . This creates an option for a “real person” to assist in trip planning, ensuring that travelers seeking personal guidance have a friendly, live voice to shape their experience of San Luis Obispo, even before arriving . The telephone number, 1-877-SLO-TOWN, is a separate line that rings in the Visitor Center and is used solely to refer to TBID properties and promote San Luis Obispo as a destination . During FY 22-23 more than 1,000 calls were answered on the 1-877-SLO-TOWN line . The Guest Services also included the Live Chat widget on VisitSLO .com that received hundreds of conversations throughout the year with even more people being served in person than last year . Page 46 of 61 SLO TBID Annual Report 2022-23 21 EVENTS In FY 22-23, destination events continued to return to San Luis Obispo . The TBID Board considered funding for these events on a case-by-case basis using the general application established in FY 19-20 . Events Sponsored: • VISIT CALIFORNIA LUXURY FORUM | OCTOBER 23-25, 2022 The Visit California Luxury Forum hosted by Visit SLO CAL, brought together 40 of the top domestic and international luxury travel companies for 3 days of experiential meetings and events with 40 of California’s top luxury traveler suppliers, including San Luis Obispo . The opening night of the forum sponsored by Visit San San Luis Obispo featured an intimate version of the famous Thursday night Farmers’ Market . This private street party, held on Garden Street, featured a variety of local restaurants, wineries, distilleries, and breweries, SLO Crafted products, live music, and much more . • VINEYARD TEAM, SUSTAINABLE AG EXPO | NOVEMBER 14-16, 2022 The Sustainable Ag Expo was a three-day, mid-week, off-season educational symposium and tradeshow attracting more than 500 wine industry professionals to San Luis Obispo . The Expo in 2022 was the 17th year of the event and the first to return to a fully in-person format after a two year hiatus . Visit San Luis Obispo supported this event with cash sponsorship for industry-specific promotion and funding to support lodging for speakers and presenters . • SLO INTERNATIONAL FILM FESTIVAL | APRIL 26-30, 2023 The 29th San Luis Obispo International Film Festival held a six-day event, screened more than 100 films throughout the week, hosted a VIP Festival Lounge, Red Carpet events, live music, educational conversations with filmmakers and industry leaders, and capstone events each night that brought the community together to celebrate the arts and expose our audience to important topics around the world . Visit San Luis Obispo supported the festival in various promotional ways, including funding and managing the out-of-area paid media campaign, a complimentary 4-pack ticket package in exchange for overnight reservations and funding to provide lodging for filmmakers . • CENTRAL COAST PRIDE | JUNE 2-4, 2023 Central Coast Pride is the signature event for the Gala Pride and Diversity Center . This year the three-day Pride celebration was held at venues throughout SLO such as the Fremont Theater, Laguna Lake Park and, for the first time in years, downtown at Mission Plaza with PRIDE in the Plaza featuring a performance by The Family Stone . Visit San Luis Obispo supported the festival in various promotional ways as the presenting sponsor of Pride in the Plaza, including funding and managing the out-of-area paid media campaign and funding to secure headliner entertainment . In addition, the TBID participated in the multi-jurisdictional working group of 18 destination partners, event organizers and community leaders convened by Visit SLO CAL to provide input and guidance for the Events & Festivals Strategy . The Events & Festivals Working Group (EFWG) was pivotal in the development of the SLO CAL Events & Festivals strategy and alignment to drive new countywide visitation, to achieve incremental growth in the economic impact of tourism and enhance residents’ quality of life . The project work focused on creating a strategy for existing and future events that attract overnight visitors to the county, more efficiently utilize off- peak periods, drive collaboration and/or pairing of events for a positive economic outcome for SLO CAL and provide a process and guidelines for event support and investment . Page 47 of 61 SLO TBID Annual Report 2022-23 22 STRATEGIC PARTNERSHIPS The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing San Luis Obispo as a destination, which makes the TBID more efficient in promotional activities . The TBID’s strategic partnerships provide the opportunity for the marketing agencies and team to build relationships with the organizations below, elevating the destination as a whole . Promotional opportunities with each organization give the TBID new platforms and audiences to build brand awareness . In FY 22-23 the partnerships with Cal Poly were pivotal . The partnership with Cal Poly’s Office of Student Affairs was extremely valuable this year with the return of in-person SLO Days, allowing the TBID to share destination information with thousands of new Cal Poly Parents and Supporters through a 45 minute Discover San Luis Obispo presentation during each of the 12 sessions, as well as through Mustang Family Weekend and Open House . The TBID also continued the partnership with Cal Poly Athletics and Mustang Sports . This partnership included the sponsorship of the athletic program in exchange for marketing benefits and the hosting of the rooms using the sponsorship fee in SLO TBID properties . Top partnerships included: • SLO Coast Wine Collective • Cal Poly’s Office of Student Affairs – New Student & Transition Programs and Parent Program • Cal Poly Athletics – Mustang Sports • ECOSLO with Keys for Trees Page 48 of 61 SLO TBID Annual Report 2022-23 23 INDUSTRY RELATIONS CALIFORNIA HOTEL & LODGING ASSOCIATION (CHLA) The California Hotel & Lodging Association (CHLA) protects the rights and interests of the California lodging industry . Legislative advocacy, educational training, communication and cost-saving programs are provided for all segments of the industry . Through the TBID, all lodging properties in the city of SLO are members of CHLA and can utilize the services offered . VISIT CALIFORNIA The Visit California partnership has been critical in the growth of the TBID’s brand within the California Tourism product . San Luis Obispo has received coverage through the marketing activities performed by Visit California including travel trade, press and industry outreach . Monthly submissions are uploaded to Visit California for media outreach, trade contacts and newsletter content . In FY 22-23, in addition to sponsorship and participation in the Luxury Forum, the TBID made the continued investment to ensure staff was able to attend the Visit California 2023 Outlook Forum in Sacramento . Visit San Luis Obispo also participated in Visit California’s Fall 2022 Pacific Northwest Media Mission and met with over 20 key journalists and influencers to share the SLO story . CENTRAL COAST TOURISM COUNCIL The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose marketing efforts accomplish collectively what no single tourism entity can do alone: promote the entire California Central Coast as a destination and maximize our members’ tourism revenue . The CCTC serves as the Central Coast's voice in Sacramento, and partners with California Tourism's global marketing and advertising campaigns . The TBID is actively involved in CCTC with the Tourism Manager as the Past President and Regional Board Member . In FY 22-23, the TBID leveraged CCTC activities through media and trade leads, blog and social presence, as well as cooperative participation marketing campaigns . In addition, Visit San Luis Obispo organized and hosted the CCTC Fall member workshop hosting over 30 Central Coast destination partners in San Luis Obispo . VISIT SLO CAL The TBID maintains participation with Visit SLO CAL by having a representative on the Board of Directors and the Tourism Manager on the Marketing Committee . The TBID Board leverages a partnership with Visit SLO CAL to promote San Luis Obispo on a national and international level — beyond the local and state reach the TBID’s marketing plan focuses to achieve . The TBID’s participation in Visit SLO CAL initiatives also encompasses group sales, film commission, countywide public relations and countywide strategic planning, such as the SLO CAL Events & Festivals Strategy . The TBID also leveraged Visit SLO CAL partnership to participate in the 2023 IPW international trade event held in San Antonio in June, as well as the inaugural SLO CAL Media Mission held in Dallas . Page 49 of 61 SLO TBID Annual Report 2022-23 24 2022-23 AWARDS & ACCOLADES Through the work of Noble Studios, the TBID received multiple awards for integrated campaign and brand book development . AAF RENO ADDY MidWeekend Campaign | Bronze for Local Consumer Campaign AAF RENO ADDY Brand Book | Gold (Best in Show) for Brand Book Design AAF RENO ADDY Integrated Campaign | Gold for Regional/National Consumer Campaign W3 AWARDS Hello to the SLO Life | Silver for Integrated Marketing Campaign Page 50 of 61 SLO TBID Annual Report 2022-23 25 2022-23 FINANCIAL STATEMENT INCOME SOURCE 2022-23 2022-23 TOT Revenue Assumption *$8,636,000 2022-23 TBID Assessment Revenue Assumption *$1,727,200 Fund Balance Transfer N/A Fund Reserve $100,000 2021-22 TBID Program Budget $1,827,790 EXPENDITURE ALLOCATED Operations/Staffing Administration Overhead (2% of TBID Assessment)$34,544 Staffing (FTE & .75 FTE)$208,591 Contracts & Marketing Services Marketing Contract - Noble Studios/DCI $900,600 Chamber of Commerce - PR $45,000 Chamber of Commerce - Guest Services $47,500 Chamber of Commerce - Media Monitoring Service Fee Co-Op Program Funding $3,527 $30,000 Content Marketing Services - Badger Branding $128,200 Partnerships & Promotions Cal Poly Athletics $62,000 EcoSLO - Sustainability Initiative $17,272 SLO Coast Wine Collective Membership $5,000 Events & Promotions General Events Promotion $30,000 Event Activation + Collateral $40,000 Seasonal Promotion $25,000 Tradeshows Tradeshows $15,000 Tourism Conferences $8,000 Tourism Organizations CCTC Dues $1,000 Smith Travel Report $3,500 CalTravel Membership $1,000 California Hotel & Lodging Association $28,570 Research + Program Research + Program Development $50,000 Support/ Meetings Tourism Program Expenses $5,000 FAM Trip Hosting $5,000 Services/Online Tools/Fulfillment (Dropbox, Crowdriff, Survey Monkey)$11,500 Support/ Meetings Contingency Fund $20,000 Totals Commited $1,725,804 Funds Remaining $1,396 Total Allocated Expenditures **$1,727,200 * This figure was not adjusted within the TBID operating program budget following the Adopted Supplement Budget ** This figure represents the total allocated expenditures. The difference will be available for carryover to the 2022-23 program budget. Page 51 of 61 SLO TBID Annual Report 2022-23 26 LOOKING AHEAD As Visit San Luis Obispo moves into FY 23-24, key focus areas that remain top of mind for the work of the TBID Board include: • Continued conscious approach to Diversity, Equity and Inclusion in all TBID programs • Expanded Destination Stewardship through the Sustainable SLO program for visitors and new partnerships to expand the programs • Development of sales and meeting strategies suited for Visit San Luis Obispo • Continuation of the VisitSLO .com digital and content enhancements • Re-deployment of the brand sentiment survey initially done in 2022 to gain an objective, statistically reliable and trackable measure of point-in-time sentiment towards SLO compared to the previous study • Complete an RFP process for the Tourism Marketing Services and Content Marketing Services for contract commencing in FY 24-25 • Initiate the update to the TBID Strategic Plan While these are not the only subjects that the TBID Board will be focused on, these items will influence the approach to all TBID- related work efforts . In 2023-24, the Board is committed to the continued implementation of the TBID Strategic Plan and the second year of the adopted 2022-24 TBID Strategic Marketing & Business Plan . These plans provide a foundation for building the Visit San Luis Obispo brand and establishing real tactics for consistently improving tourism in the City of San Luis Obispo now and into the future . LOOKING AHEAD Page 52 of 61 SLO TBID Annual Report 2022-23 27 APPENDIX TOT CHART FOR 2022-23 TOT DISTRIBUTION FOR 2022-23 $12,000,000 $6,000,000 $10,000,000 $4,000,000 $636,236 .39 $10,397,765 .48 0 2009-10 2010-11 2011-12 2012-13 2013-14 2013-14 2015-16 2016-17 2018-19 2019-20 2020-21 2021-22 2022-232017-18 Homestay Hotel Page 53 of 61 SLO TBID Annual Report 2022-23 28 TOT MONTH TO MONTH 2022-23 OCC MONTH TO MONTH Page 54 of 61 SLO TBID Annual Report 2022-23 29 ADR MONTH TO MONTH REVPAR MONTH TO MONTH Page 55 of 61 SLO TBID Annual Report 2022-23 30 SLO TBID STRATEGIC IMPERATIVES - FY 19-24 IMPERATIVE OBJECTIVES INITIATIVES Elevate the SLO Brand and Experience • Increase visitor awareness in target markets • Increase positive visitor perception PRIORITY 1: • Integrate the City’s priorities into the execution of the TBID’s marketing strategies • Identify the core SLO identity and develop a plan to market it PRIORITY 2: • Develop a TBID Destination Stewardship approach PRIORITY 3: • Identify opportunities to influence community placemaking and destination management efforts Deliver Smart Growth • Exceed California’s RevPAR growth over FY21 baseline • Year-over-year growth in ratio of weekday to weekend occupancy PRIORITY 1: • Develop an approach to monitoring local sentiment related to tourism PRIORITY 2: • Influence the SLO conference center development plan and effort • Identify structure and budget allocation for midweek and group business PRIORITY 3: • Develop a local business travel program to drive visitation Build Meaningful Partnerships • Increase average Earned Partnership Value score over 2022 baseline • Grow economic impact of tourism in SLO by 2024, over 2017 baseline PRIORITY 3: • Identify and develop BOLD partnerships that generate overnight stays • Create a partnership management plan using measurable goals that are in line with our TBID mission Ensure Organizational Excellence • Growth in member newsletter open rates • Growth in stakeholder satisfaction score on survey PRIORITY 1: • Establish and document a process to execute, evaluate and track strategic plan PRIORITY 2: • Identify opportunities to streamline governance and leverage constituency of TBID Foster Destination Resilience • Year-over-year growth in TOT over FY21 baseline PRIORITY 1: • Implement COVID-19 Response Plan PRIORITY 2: • Document lessons learned from COVID era to feed resilience assessment PRIORITY 3: • Perform a destination resilience assessment Page 56 of 61 SLO TBID Annual Report 2022-23 31Page 57 of 61 Page 58 of 61 1 Promotional Coordinating Committee Minutes June 12, 2024, 5:30 p.m. City Hall, 990 Palm Street, San Luis Obispo PCC Members Present: Committee Member Lydia Bates, Committee Member John Thomas, Committee Member Anni Wang, Committee Member Robin Wolf, Chair Samantha Welch PCC Members Absent: Committee Member Maureen Forsberg, Vice Chair Lori Lerian City Staff Present: Economic Development & Tourism Manager Molly Cano, Tourism & Community Promotions Manager Jacqui Clark- Charlesworth, City Clerk Teresa Purrington _____________________________________________________________________ 1. CALL TO ORDER A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on June 12, 2024 at 5:31 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 Public Comment: None --End of Public Comment- Motion By Committee Member Wang Second By Committee Member Bates To approve the Consent agenda Items 3a to 3f. Ayes (5): Committee Member Bates, Committee Member Thomas, Committee Member Wang, Committee Member Wolf, and Chair Welch Page 59 of 61 2 Absent (2): Committee Member Forsberg, and Vice Chair Lerian CARRIED (5 to 0) 3.a MINUTES OF THE REGULAR MEETING ON MAY 8, 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 (10 MIN) 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-- 4.b DOWNTOWN SUMMER SPENDING PROMOTION (15 MIN) Economic Development & Tourism Manager, Molly Cano presented the program plan for the new promotion, Downtown Summer Spending. Public Comment: None --End of Public Comment-- 5. BUSINESS ITEMS 5.a NEIGHBORHOOD CAMPAIGN UPDATE (30 MIN) The Neighborhood task force presented the recommended next steps in the Neighborhood Campaign for the committee's review and approval. Public Comment: None --End of Public Comment-- Page 60 of 61 3 Motion By Committee Member Wolf Second By Committee Member Wang To move forward with Whereabout Travel as the Neighborhood Identity consultant for a budget of $15,000 to come from Economic Development funds. Ayes (5): Committee Member Bates, Committee Member Thomas, Committee Member Wang, Committee Member Wolf, and Chair Welch Absent (2): Committee Member Forsberg, and Vice Chair Lerian CARRIED (5 to 0) 6. PCC LIAISON REPORTS AND COMMUNICATION 6.a CACP LIAISON REPORT – Liaison Assignments Chair Welch attended the Sheep Shearing Shindig. 6.b COMMITTEE OUTREACH UPDATE – Committee Report None 6.c TBID BOARD REPORT – TBID Meeting Minutes: May 22, 2024 Committee Member Bates 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 provided an update on the Tourism Program. 7. ADJOURNMENT The meeting was adjourned at 6:18 p.m. The next Regular Meeting of the Promotional Coordinating Committee is scheduled for July 10, 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/202X Page 61 of 61