HomeMy WebLinkAbout08-14-2024 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, August 14, 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. Attendees of City Council or Advisory Body meetings are eligible to
receive one hour of complimentary parking; restrictions apply, visit Parking for Public Meetings for
more details.
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 must 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 REGULAR MEETING ON JULY 10 & 17 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 & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
19
3.g BADGER BRANDING ORGANIC SOCIAL REPORT 31
4.PRESENTATIONS
4.a CAL POLY ATHLETICS YEAR-END REPORT (15 MIN)41
Representatives from Cal Poly Athletics will present the activity
highlights from the FY 23-24 partnership.
4.b MARKETING SERVICES YEAR END REPORT (25 MIN)
Agency representatives from Noble Studios and DCI will present the Q4
and year-end activity highlights and results data for the 2023-24
marketing agency contracted work.
5.BUSINESS ITEMS
5.a VISIT SLO CAL MARKETING CO-OP (15 MIN)
The Board will consider a Visit California and Hotel Beds marketing
opportunity through a Visit SLO CAL co-op.
5.b SPROUT SOCIAL MEDIA MANAGEMENT TOOL (10 MIN)
Staff will present the funding request for the Board's review and
approval.
6.TBID LIAISON REPORTS AND COMMUNICATION
6.a HOTELIER UPDATE – LIAISON REPORTS
6.b PCC UPDATE – LIAISON REPORT 61
6.c VISIT SLO CAL UPDATE – LIAISON REPORT
6.d TOURISM PROGRAM UPDATE – STAFF REPORT
7.ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board
is scheduled for September 11, 2024 at 10:00 a.m. in the Council Hearing Room
at City Hall, 990 Palm Street, San Luis Obispo.
LISTENING ASSISTIVE DEVICES are available -- see the Clerk
The City of San Luis Obispo wishes to make all of its public meetings accessible
to the public. Upon request, this agenda will be made available in appropriate
alternative formats to persons with disabilities. Any person with a disability who
requires a modification or accommodation in order to participate in a meeting
should direct such request to the City Clerk’s Office at (805) 781-7114 at least
48 hours before the meeting, if possible. Telecommunications Device for the
Deaf (805) 781-7410.
Agenda related writings or documents provided 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
July 10, 2024, 10:00 a.m.
City Hall, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Winston Newland, Member Nipool Patel, Member
Sandy Sandoval, Vice Chair Clint Pearce, Chair Lydia Bates
TBID Board Absent: Member Lori Keller, Member Prashant Patel
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 Tourism Business Improvement
District Board was called to order on July 10, 2024 at 10:04 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:
Nicole. Wanderlust Content Studio
--End of Public Comment--
3. CONSENT
Motion By Member Nipool Patel
Second By Vice Chair Pearce
To approve Items 3a. through 3g.
Ayes (5): Member Newland, Member Nipool Patel, Member Sandoval, Vice Chair
Pearce, and Chair Bates
Absent (2): Member Keller, and Member Patel
CARRIED (5 to 0)
3.a MINUTES OF TBID SPECIAL MEETING ON JUNE 13, 2024
3.b SMITH TRAVEL REPORT (STR)
Page 5 of 63
2
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. PRESENTATIONS
4.a PUBLIC RELATIONS & GUEST SERVICES ANNUAL REPORT (20 MIN)
Hollie West and Jessica Blanco from the San Luis Obispo Chamber of
Commerce presented the year end reports for 2023-24 Guest Services
and Public Relations and responded to inquiries.
Action: No action taken on this item.
4.b CONTENT MARKETING ANNUAL REPORT (15 MIN)
Molly Burchett and Katy McGrath from Badger Branding presented the
year end highlights and data results for 2023-24 content marketing and
responded to inquiries.
Action: No action taken on this item.
4.c VISIT SLO PARTNER RECEPTION RECAP (10 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a recap of the Partner Reception held on June 11.
Action: No action taken on this item.
5. BUSINESS ITEMS
5.a FY 23-24 TBID ANNUAL REPORT PREPARATION AND TIMELINE (15
MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
5.b FORMATION OF TBID SUBCOMMITTEES (10 MIN)
Page 6 of 63
3
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
By Consensus the Board agreed to appoint Chair Bates, Board Member
Sandoval and Board Member Keller to serve on the Marketing
subcommittee and Vice Chair Pearce, Board Member Newland and Board
Member Prashant Patel to serve on the Management subcommittee
beginning in August 2024.
6. TBID LIAISON REPORTS AND COMMUNICATION
6.a HOTELIER UPDATE – LIAISON REPORTS
6.b PCC UPDATE – LIAISON REPORT
No report provided.
6.c VISIT SLO CAL UPDATE – LIAISON REPORT
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a report on the Visit SLO CAL activities.
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 11:08 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for August 14, 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/2024
Page 7 of 63
Page 8 of 63
1
Tourism Business Improvement District Board Minutes
July 17, 2024, 8:30 a.m.
Hotel San Luis Obispo, 877 Palm Street, San Luis Obispo, CA 93401
TBID Board Present: Member Winston Newland, Member Lori Keller, Member
Prashant Patel, Member Sandy Sandoval, Vice Chair Clint
Pearce, Chair Lydia Bates
TBID Board Absent: Member Nipool Patel
City Staff Present: Economic Development & Tourism Manager Molly Cano,
Tourism, Community Promotions Manager Jacqui Clark-
Charlesworth & Tourism Intern Anna Sargent
_____________________________________________________________________
1. CALL TO ORDER
A Special Meeting of the San Luis Obispo Tourism Business Improvement District
Board was called to order on July 17, 2024 at 8:30 a.m. at Hotel San Luis
Obispo, 877 Palm Street, San Luis Obispo, by Chair Bates.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. BUSINESS ITEMS
3.a VISIT SAN LUIS OBISPO MARKETING RETREAT
The TBID Board, Staff and contractors participated in workshopping and
discussion providing direction for the 2024-26 Strategic Marketing & Business
Plan update.
Public Comment:
None
--End of Public Comment--
Page 9 of 63
2
4. ADJOURNMENT
The meeting was adjourned at 5:03 p.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for August 14, 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 10 of 63
July 2024
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 63.00 79.50 67.71 181.92 208.69 190.90 114.61 165.91 129.27 0.34 9.82 3.34 -4.14 1.81 -1.89 -3.81 11.82 1.38
City of Paso Robles 64.66 83.72 70.10 180.16 262.14 208.13 116.48 219.46 145.90 -13.58 1.90 -8.85 -1.73 -3.35 -0.96 -15.07 -1.52 -9.73
City of Pismo Beach 76.03 94.04 81.18 301.21 382.11 327.99 229.02 359.32 266.25 -0.13 14.06 4.16 -6.14 5.06 -1.75 -6.26 19.83 2.33
City of San Luis Obispo 72.37 95.04 78.85 177.62 251.73 203.14 128.54 239.25 160.17 -6.48 12.59 -0.69 1.82 1.99 3.42 -4.78 14.83 2.71
City of Morro Bay 72.55 94.04 78.69 161.07 226.99 183.58 116.86 213.45 144.46 5.28 14.96 8.39 -2.91 0.22 -0.99 2.21 15.21 7.32
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 69.10 79.02 71.94 184.49 208.45 192.01 127.49 164.71 138.13 -4.23 -3.59 -4.03 -6.77 -6.85 -6.78 -10.71 -10.20 -10.54
City of Paso Robles 70.73 81.71 73.87 177.55 283.09 210.90 125.58 231.30 155.79 -3.88 -3.85 -3.87 2.56 0.31 1.60 -1.43 -3.55 -2.34
City of Pismo Beach 74.31 89.61 78.68 252.67 373.81 292.09 187.77 334.97 229.83 1.68 -1.14 0.75 -3.89 1.10 -2.09 -2.28 -0.05 -1.36
City of San Luis Obispo 80.25 92.25 83.68 170.23 246.48 194.24 136.61 227.37 162.54 2.71 2.17 2.54 -1.54 -2.14 -1.83 1.13 -0.01 0.67
City of Morro Bay 77.63 88.74 80.81 149.90 231.83 175.61 116.38 205.74 141.91 6.34 -0.16 4.21 -2.57 0.96 -1.71 3.61 0.81 2.43
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 74.82 82.37 76.97 197.29 221.82 204.79 147.61 182.70 157.63 0.72 0.31 0.59 -0.48 -2.00 -1.00 0.23 -1.70 -0.42
City of Paso Robles 75.43 84.33 77.97 197.13 301.34 229.33 148.69 254.13 178.82 -2.86 0.93 -1.72 -6.00 -1.04 -3.74 -8.69 -8.69 -5.40
City of Pismo Beach 81.58 90.94 84.25 264.60 374.84 298.59 215.86 340.86 251.58 2.16 -0.58 1.30 -1.79 -0.85 -1.64 0.32 0.32 -0.36
City of San Luis Obispo 83.15 93.16 86.01 176.64 268.08 204.94 146.87 249.74 176.26 -0.73 2.76 0.32 -0.07 6.83 2.89 -0.80 -0.80 3.23
City of Morro Bay 78.13 91.39 81.92 155.34 234.55 180.59 121.37 214.36 147.94 -2.43 4.46 -0.34 -1.69 -0.92 -0.75 -4.08 -4.08 -1.08
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 75.71 84.23 78.15 198.92 224.87 206.91 150.60 189.40 161.69 0.12 2.46 0.82 0.56 1.24 0.85 0.68 3.73 1.68
City of Paso Robles 81.88 85.19 82.83 240.65 286.27 254.05 197.05 243.87 210.43 1.77 3.20 2.19 12.55 -2.29 7.26 14.54 0.84 9.61
City of Pismo Beach 83.95 93.45 86.66 274.73 392.37 310.98 230.63 366.65 269.49 3.21 1.69 2.73 2.80 0.88 1.92 6.10 2.58 4.70
City of San Luis Obispo 84.23 94.74 87.23 184.78 277.78 213.64 155.64 263.18 186.36 -1.10 2.64 0.03 3.61 2.87 3.67 2.47 5.59 3.71
City of Morro Bay 84.56 92.32 86.78 163.97 237.45 186.31 138.66 219.23 161.68 4.38 6.03 4.88 1.87 1.61 1.90 6.34 7.73 6.87
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 72.12 80.86 74.62 188.93 211.97 196.07 136.27 171.41 146.31 1.40 -1.76 0.40 -2.29 -8.19 -4.47 -0.92 -9.81 -4.09
City of Paso Robles 71.21 80.99 74.00 179.44 276.30 209.73 127.78 223.77 155.20 -8.36 -2.91 -6.72 1.20 -1.02 0.88 -7.26 -3.89 -5.90
City of Pismo Beach 80.27 89.33 82.86 268.80 437.25 320.68 215.78 390.58 265.72 1.61 -3.85 -0.14 1.90 11.99 5.38 3.54 7.68 5.24
City of San Luis Obispo 76.72 90.70 80.72 186.62 254.71 208.48 143.18 231.02 168.28 -7.57 0.70 -5.07 5.14 -2.20 2.90 -2.82 -1.51 -2.31
City of Morro Bay 76.41 89.21 80.07 160.80 235.34 184.53 122.87 209.95 147.75 -0.34 2.70 0.61 2.35 0.77 1.98 2.01 3.49 2.60
For the Week of July 28, 2024 to
August 03, 2024
For the Week of July 21, 2024 to
July 27, 2024
For the Week of July 14, 2024 to
July 20, 2024
For the Week of July 07, 2024 to
July 13, 2024
For the Week of June 30, 2024 to
July 06, 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
Current Week Totals Percent Change
Occupancy (%ADR RevPar Occupancy (%ADR RevPar
Page 11 of 63
Page 12 of 63
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$ 972,774$ 6.8%
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$ $1,046,749.00 -9.8%missing 9 hotels
Total/Average 4,478,481$ 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$ 10,877,283$ -1.2%
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 75.1 1.2%207.22 211.41 2.0%153.69 158.76 3.30%
Total/Average 67.70 68.17 0.0 177.19$ 176.31$ -0.004642 121.73$ 121.77$ 0.01 Updated: 08/08/2024
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Page 13 of 63
Page 14 of 63
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2024
PR ACTIVITY
Implementation/Proactive Work
Began planning for travel writer Garrett Martin's upcoming stay
Began planning for influencer Monica Multer (@sanfranciscobucketlist)'s upcoming stay
Began planning for SoCal Media Mission writer Carmen Varner's upcoming stay
Continued planning for SoCal Media Mission writer Brandon Hernandez's upcoming stay
Continued 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 "Indigenous Artists and Entrepreneurs" and "Destination Dupes" story ideas to Visit California
Pitched "Pet Friendly Wineries" and "Winter Sun" to Visit SLO CAL
Partnerships
Continued pitching Downtown Summer Spending campaign
Continued pitching Summer Midweekend
Continued working on PR handoff and onboarding of Uniquely Driven
Continued working on Visit SLO Influencer Strategy with the City and Badger Branding
Continued planning for Kind Traveler Sustainability Influencer Fam trip with Kind Traveler, the City, and Badger Branding
Participated in TBID Marketing Retreat
Participated in 30/60/90 Planning Session
Worked with Uniquely Driven and the City to update PR Strategic Objectives
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
KCAL NEWS Escape to San Luis Obispo 4,600.00 $46.00 Cultural MEDIA HOSTING/SOCAL MEDIA MISSION
KSBY San Luis Obispo debuts its first-ever Downtown Summer Spending promotion 478,000.00 $39.54 Support Local PROACTIVE PITCHING
A-TOWN DAILY NEWS San Luis Obispo debuts downtown summer shopping promotion 1,000.00 $0.12 Support Local PROACTIVE PITCHING
PASO ROBLES DAILY NEWS San Luis Obispo debuts downtown summer shopping promotion 85,000.00 $6.39 Support Local PROACTIVE PITCHING
INSTAGRAM SLO Strangers Playlist 2,700,000.00 $27,000.00 Cultural MEDIA HOSTING
INSTAGRAM It’s SLO time!! With @visitcalifornia & @kindtraveler 14,900.00 $149.00 Sustainability MEDIA HOSTING IN PARTNERSHIP W/VISIT CALIFORNIA & KIND TRAVELER
INSTAGRAM How to spend a weekend in SLO! 💛 5,136.00 $53.16 Sustainability MEDIA HOSTING
INSTAGRAM turning organic waste into three awesome products at @kompogas_slo 4,000.00 $40.00 Sustainability MEDIA HOSTING IN PARTNERSHIP W/VISIT CALIFORNIA & KIND TRAVELER
VISIT CALIFORNIA California’s Indigenous Artists and Entrepreneurs 230,243.00 Culinary RESPONSIVE PITCHING
MSN TRAVEL 13 Scenic Train Rides in the US 157,190,000.00 $15,444.86 Sustainability
CNN America's Best Towns to Visit 5 Good Things 134,170,000.00 $38,996.44 Cultural
WORLD ATLAS 9 Friendliest Towns to Visit in California in 2024 5,080,000.00 $305.33 Sustainability
ORANGE COUNTY REGISTER Oh wow, SLO CAL! – The Monthly Traveler 1,970,000.00 $698.49 Cultural
ISLANDS Explore California's Striking Coast On This Beach And City-Filled Road Trip 199,000.00 $61.70 Cultural
TRAVEL MARKET REPORT 13 California Hotels You Should Know About 100,000.00 $10.76 Cultural
HOME STRATOSPHERE 25 Most Walkable Towns in the USA 95,000.00 $86.73 Cultural
LUXURY REAL ESTATE Discover the Charm of San Luis Obispo, CA 33,000.00 $3.79 Cultural
TOTALS
17 302,359,879.00 $82,942.31
TOTAL YTD
17 302,359,879.00 $82,942.31
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Page 16 of 63
July June July
2023 2024 2024 Asia 4%
Walk‐ins 6,786 5,739 6,022 Europe 56%
Phone Calls 625 147 181 Australia/NZ 7%
Emails & Digital 1,019 1,432 1,531 UK 9%
N. America 12%
C. America 0%
July June July S. America 12%
2023 2024 2024
Calls 82 27 45 West Coast 9%
Southwest 19%
Midwest 17%
July June July South 15%
2023 2024 2024 East Coast 41%
Referrals 864 46 47
Northern CA 25%
Central Coast 36%
July June July Central Valley 8%
2023 2024 2024 Desert 1%
Email 147 183 172 Southern CA 30%
Phone Calls 368 121 129
July July July
2023 2024 2024 YTD
Fulfilled N/A 235 VisitSLO.com 20 290
VISITOR CENTER ACTIVATIONS
Visitor Center at SLO Farmer's Market (Thursdays)
VISITOR CENTER HIGHLIGHTS
1) Out on Thursdays at Farmers' Market providing information to our locals and visitors.
3) Participating in the info sessions at Cal Poly for incoming students (SLO Days)
2) Launching the Summer Midweekend program
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO ‐ TBID & PCC
GUEST SERVICES CONTRACT
JULY 2024
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877‐SLO‐TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
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Page 18 of 63
Agency Report ·July 2024
SLO-TBID
Page 19 of 63
Agency Repor t
July Activity &Performance
What’s Ahead:
●Quarterly Marketing Plan FY23-24:
Visit SLO - 30/60/90 Marketing Plan - FY24-25
Paid Media
In July,Noble Studios proactively monitored and optimized paid media placements while managing
a total monthly spend of $24,634.
Paid Search
In July,paid search drove 37,842 impressions (+127%YoY),3,208 clicks (+36%YoY),8.48%CTR
(-40%YoY),a 54.61%conversion rate (+207%YoY),a $3.08 average CPC (+23%YoY)and 11,799
sessions (+334%YoY)while driving 1,352 hotel referrals (+95%YoY),99 homestay referrals (-11%
YoY),and 298 things to do referrals (+496%YoY)at a 66%increase in cost YoY.
2
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Paid Social
Paid social drove 974,245 impressions (+59%YoY),447,332 users reached (+64%YoY),and
19,202 clicks (+104%YoY)across Facebook and Instagram with a 1.97%CTR for FB/Instagram
(+28%YoY)for 9,304 sessions (+147%YoY)while driving 74 hotel referrals (+573%YoY),26
Homestay referrals (+271%YoY),and 33 things to do referral (+3,200%YoY)at a 102%increase in
cost YoY.
Over the last several months we have been optimizing our campaigns to drive higher quality leads and
improve conversion rates for our campaigns.
3
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Display
Display drove 2,175,444 impressions (+124%YoY),7,688 clicks (+49%YoY),a 0.35%CTR (-33%
YoY),a 1.27%conversion rate (+406%YoY)and 1,560 sessions (-51%YoY)while driving 43 hotel
referrals (+126%YoY),and 4 homestay referrals (+/-0%YoY)at an 18%increase in cost YoY.
As Google transitions away from traditional static display ads,we expect to continue to see
decreases in performance for these types of static ads.New ad formats such as Performance Max
and Demand Gen ads allow Google to utilize machine learning and AI to improve performance by
dynamically switching out headlines,descriptions,and other assets.We will continue to build out
and shift budget to more ads for these types of ads to utilize these new tools and continue to drive
higher levels of engagement and performance across the display networks.
4
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This graph shows PoP data as YoY comparisons within the GA4 dashboard are not available,as GA4 was
implemented less than one year ago.
Performance Max (PMAX)
Performance Max campaigns drove 17,876 impressions,1,918 clicks,a 10.73%CTR,a 33%
conversion rate and 2,134 sessions while driving 31 hotel referrals,0 homestay referrals and 400
things to do partner referrals at a total spend of $484.
PMAX Ad Examples:
5
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Demand Gen
Demand Gen campaigns drove 197,111 impressions,4,804 clicks,a 2.44%CTR,a 4.70%conversion
rate and 2,451 sessions while driving 124 hotel referrals,10 homestay referrals,and 12 things to do
partner referrals at a total spend of $2,836.
Email Marketing
July Newsletters
In July,we sent two newsletters to all subscribers.Both emails focused on promoting the Summer
MidWeekend deal.In July,our newsletters drove 1,132 sessions (+53%PoP),377 total partner
referrals (+598%PoP),350 hotel referrals (+586%PoP),had an average engagement rate of 56%
(-2%PoP),an average session duration of 2m 58s (-51%PoP),and an average pages/session of
3.27 (+23%PoP).
Key Takeaway:Our two MidWeekend promo emails in July had slightly lower engagement metrics
but drove large numbers of partner referrals,likely signaling that users quickly digested information
about the MidWeekend deal and went on to explore hotel partner sites (partner referrals)as
opposed to spending long times on the website.
July Newsletter Snapshot |Summer MidWeekend
6
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●Send Date:Thursday,7/1/24
●Audience Reached:All Newsletters Subscribers
●Recipients:22,224
●Open Rate:51%
●Click Rate:1.7%
●Number of Website Sessions:794
●Average Session Duration:2:38
●Pages /Session:3.21
●Engagement Rate:54.41%
●Total Partner Referrals:243
●Total Lodging Referrals:232
July Newsletter Snapshot |Summer MidWeekend Extra Promo
●Send Date:Tuesday,7/23/24
●Audience Reached:All Newsletters Subscribers
●Recipients:23,169
●Open Rate:50.8%
●Click Rate:1.3%
●Number of Website Sessions:276
●Average Session Duration:3:55
●Pages /Session:3.69
●Engagement Rate:61.23%
●Total Partner Referrals:130
●Total Lodging Referrals:119
7
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Search Engine Optimization (SEO)&Content Creation
Organic search traffic increased 17%period-over-period and increased 47%year-over-year.
Organic search generated 1,653 hotel partner referrals (+92%YoY),65 homestay partner referrals
(-37%YoY),and 3,644 things to do referrals (+184%YoY).YoY Average Engagement Time increased
by 11%,and pages per session increased by 25%.
Page 1 keywords increased to 4.9K (+44%YoY),and total keywords increased to 26.6K (+45%
YoY).In July we optimized the best places to eat and San Luis Obispo concerts pages.We are
continuing to monitor SEO performance across all of our pages since our new website launched
last July,and are seeing great organic improvements across the board.
Website
In July,the website saw 69,518 total sessions (+56%YoY).The highest engagement rates came
from organic search,organic social,and cross-network traffic.Across the website in July we saw an
8
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average of 2.19 pages per session (+5%YoY)and an average session duration of 2:25 (+1%YoY).In
July we saw 4,824 Hotel Referrals (+96%YoY),343 Homestay referrals (-14%YoY),and 4,772
Things to Do referrals (+207%YoY).
9
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MRO Updates:
○Plugins and Updates
■Gravity Forms
■Events Calendar
■Events Calendar Pro
■Community Events
■Safe SVG
■WP Hide Login
■Yoast SEO
■ACF Pro
■WP Mail SMTP
○Theme Updates
■Updated the SLO Life Tips so that navigation is hidden when only one slide is
inserted.
■Fixed color themes in the adv listings block
■Enabled inner blocks for the adv listing intro
Web Retainer &Creative Services
Monthly overview of efforts will resume within the August report once the new contract and retainer
has been fully executed.In July,Creative Services efforts resumed with the ongoing creation of a
Keys for Trees video.
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PR And Media Relations
We are pleased to present our first monthly report and would like to express our appreciation for the
opportunity to meet with the board.Our initial meetings were highly productive,focusing on
onboarding and discussing strategies for reaching multiethnic audiences and media targeting.
A significant milestone in June was the publication of the CNN Travel article highlighting San Luis
Obispo as the epitome of "California perfection."Since its release,the Uniquely Driven team has
been actively pitching this to media alongside the MidWeekend Promotion,to further amplify its
reach and garner potential interest in other story opportunities with media.
We had insightful discussions with Hollie and Jacqui regarding the PR objectives and key messages
for the new 2-year marketing and business plan.These conversations have been instrumental in
shaping our strategy moving forward.
We have also finalized our "most wanted"media list,carefully considering target markets,emerging
audiences,and new vertical opportunities.Our team is currently developing a comprehensive
12-month PR strategy and exploring ways to enhance the monthly reporting format to better
highlight key PR successes.
Below is a breakdown of proactive media efforts,including pitch angles,ongoing media conversations and
other activities for July:
Proactive Pitch Angles:
●CNN Travel
●MidWeekend Promotion
Ongoing Media Conversations:
●William Tomicki,Travel by ENTRÉE,Weekend experiences /living the SLO life
●Rosa Gamazo,Telecinco,Luxury hotel and destination feature
●Joshua Lurie,Discover Los Angeles,Foodie destination
Other Activities:
●Attended TBID marketing retreat &in-market working sessions with City Staff,Chamber and
Noble Studios teams
●Submitted interest-based multicultural media list
●Planning for upcoming FAM trip (immersion trip for the Uniquely Driven team)
11
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Page 30 of 63
July 2024
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 08/01/24Page 31 of 63
Followers: 33,378 ( 3%)
Total Follower Gain: 991
Total Posts: 233
Total Impressions: 460,321 ( 17%)
(includes both organic & paid)
Total stories: 210
Total Engagements: 14,296 ( 17%)
Engagement Rate: 3.1% ( 0%)
INSTAGRAM
TOP POSTS:
In July, we saw an increase of almost 1k followers. Our impressions and engagements slightly decreased due to our viral
Waterfall Reel slowing down momentum. We are still showing successful levels of impressions and engagement. The
engagement rate spiked up by 123% last month and stayed steady over the course of July despite the slight decrease in other
analytics.
Page 32 of 63
Page Followers: 96,856 ( 0%) *
Total Net Audience Growth: 4
Total Posts: 20
Total Impressions: 1,077,463 ( 103%)
Total Organic: 31,064 ( 12%)
Total Engagements: 927 ( 55%)
Engagement Rate: .1% ( 75%)
*We noticed a reporting discrepancy with Meta,
but it is not affecting our overall analytics.
FACEBOOK
TOP POSTS:
In July, we continued to mirror from Instagram for all posts. We saw an increase in impressions due to the paid ads we are
running for current program activations. In addition, in June we had a viral FB post so this is affecting our analytics this
month. Our engagement rate decreased because the 103% spike in impressions as compared to the amount of engagements,
providing a low engagement rate. We suspect this will level back out next month.
Page 33 of 63
Followers: 1,181 ( 8.5%)
Followers Gained: 93
Post Views: 11K ( 77%)
Profile Views: 161 ( 15%)
Likes: 484 ( .2%)
Shares: 62 ( 51%)
Comments: 13 ( 13%)
Total Viewers: 8K ( 82%)
In July, our analytics decreased due to our successful Tiktok in June that got over 49.8K views. We are seeing great success
in repurposing IG reels and sharing hidden gems, itineraries and must-sees in SLO on this platform. The analytics are
anticipated to level back out next month.
TOP POSTS:
TIKTOK
Page 34 of 63
Total Audience: 372
Total Net Growth: 7
Total Posts: 4
Impressions: 426 ( .2%)
Engagements: 42 ( 35.5%)
Engagement Rate: 9.9% ( 36%)
LINKEDIN
TOP POSTS:
In July, we saw an increase in audience, engagements and engagement rate. Our impressions barely decreased, so we are
still seeing success on this platform.
Page 35 of 63
Total Posts: 2
Story Views: 1.2K ( 20%)
Story Impressions: 558 ( 59%)
Interaction Rate: 73.1% ( 2.4%)
(Average Rate: 67%)
Completion Rate: 64.4% ( 5.1%)
(Average Rate: 52%)
CA TRAVEL STORIES - CROWDRIFF
TOP POSTS:
In July, we saw an increase across the board with our content. We are continuing to produce 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. We are working to utilize all of the platform’s components by refining our UGC library and embedding our stories on
the visitslo.com website.
Page 36 of 63
Total Posts: 2
Impressions: 1.82k
Engagements: 90
Outbound Clicks: 3
Saves: 16
Total Audience: 1.13k
Engaged Audience: 68
PINTEREST
In July, we posted twice on Pinterest. As stated in our annual report, we are considering a recommendation to remove this
platform network as a result of low ROI. Here, we provide where our analytics are currently and over the next few weeks we
will be testing out new options to improve this platform’s success to help make a determination to keep it active..
Page 37 of 63
WHAT WE WORKED ON THIS MONTH:
-Summer MidWeekend Campaign
-Downtown Summer Spending Program
-Launch Reel (17.6k Views)
-Tri-Weekly Stories Updates / Updated Highlights
- 15 Reels in Total
-Gen Z Guide to SLO (26.1k Views)
-Birthday Freebies in SLO (21.5k Views)
-Sustainable SLO Collab w/ @delilahisabel_
-Hidden Gem Waterfall Reel Continues to Grow (109K Views)
-Art Galleries in SLO, Electric Car Charging Stations in SLO
-Parks in SLO, Lunch Spots in SLO, Pools in SLO Hotels
-LocalsGuide to SLO, Art Classes in SLO, CowParade
-Giveaways
-Luna Red Lunch, Blues’ Baseball Page 38 of 63
AUGUST’S FOCUS:
-MidWeekend Campaign
-MidWeek Activities, MidWeek Food/Bev Deals
-Downtown Summer $pending Campaign
-Tri-Weekly Stories, FAQ
-CNN Travel #5 Best Town Ranking Reel
-National IPA Day, SIP-Certified Wineries
-Indie Shops in SLO Reel, Gen-X Guide to SLO Reel
-Keys for Trees Collab w/ SLOCAL
-Bachelorette Party in SLO , SLO Swag Feature
-Hidden Gem Feature
-Duncan Alley
-Family Friendly SLO Reel, Dog-Friendly Patios
-Ticket Tuesday Giveaways
-@PACSLO & @SunsetDriveIn Page 39 of 63
Page 40 of 63
23-24 city of slo/tbid recap
Page 41 of 63
Partnership Objectives
All City of SLO - TBID benefits on the Cal Poly Athletics advertising platform link back
to fulfill your marketing objectives for the partnership. Our efforts are to generate
awareness to entice our visiting teams and fans to Visit SLO, showing the areas beauty,
small town charm, diverse activities, all to put hearts in beds.
solidify the brand
With consistent and frequent out-of-market messaging reaching the Cal Poly fan and
visiting team fans, the ShareSLO brand and San Luis Obispo will stand out as a
destination to return to again and again.
reach out-of-market fans
Innovative digital reach and 30 second commercialspots on all ESPN+ streaming
broadcasts of games will reach out-of-market fans, attracting Alumni, visiting team
fans, to put hearts in beds.
drive team and fan visits
MSP will pro-actively promote the city hotels through visitors guides sent to all visiting
coaches/operations personnel in the Big Sky and Big West Conferences. Additionally,
messaging can direct visits by out-of-town Alumni by emphasizing specific times of
year - Homecoming and Open House - to entice them to return to SLO. The
department uses TBID dollars to book teams and officials throughout the year.
Page 42 of 63
IP RIGHTS
MARKS & LOGOS
Cal Poly's most valuable asset to the partnership is the use of
its intellectual property. Fans connect with a partner through
the school and co-branding can lift affinity for a product or
ser vice significantly. (Please see next slide). Visit San Luis
Obispo has access to the Cal Poly Athletics Marks and Logos in
its advertising.
Page 43 of 63
WHEN VIEWING CO-BRANDED ADVERTISING ASSETS, COLLEGE SPORTS FANS ARE:
ip use increases fan engagement
2x
55
4x
%33 %
Source: Learfield/Turnkey Intelligence, Intellectual Property Study.
Page 44 of 63
Brand Awareness
Page 45 of 63
BE SEEN IN A BI G
WAY
larger videob oard BANNER
Prominently displayed on the large videoboard in the south endzone, where
all eyes navigate during a game, the static San Luis Obispo/VisitSLO.com
logo, was seen by football and men's and women's soccer fans throughout
the fall. The San Luis Obispo brand is front-and-center, fans from out-of-
market included parents and Alumni during Parent's and Homecoming
weekends, as well as visitors/boosters from San Diego, Sacramento,
Washington, Colorado, Oklahoma, Utah and San Francisco.
ESPN+ Viewership Metrics increased this year by 18% and continues to grow
as streaming becaome more and more popular. The City received a 30 sec.
commercial spot in all home and away football games.
Total attendance football games: 44,404 (up 11% from 22-23)
Total attendance men's and women's soccer: 27,390
Total ESPN+ Football Views: 226,380 (up 48% from 22-23)
** Bonused 30 sec. ESPN+ spots for men's and women's soccer
Page 46 of 63
COURTSIDE
ACTION
MOTT courtside
LED ROTATIONAL
Showcased in Mott Athletic Center fall and winter sports, the
Visit San Luis Obispo brand was front-and-center to fans in the
stands, as well as those tuning in from out-of-market on the
ESPN+ live stream of games. Out-of-market teams included:
Washington (Seattle and Eastern WA), Hawaii, San Diego, San
Jose, and Montana.
Total Fall/Winter Sports Attendance: 49,280
ESPN+ Views for Men's and Women's
Basketball/Volleyball/Wrestling: 124,646
**Bonused 30 sec. ESPN+ spot in Volleyball & Wrestling
Page 47 of 63
TAKE ME OUT TO THE
BALLGAME
BAGGETT STADIUM
OUTFIELD BANNER
Extending brand awareness into the spring and Cal Poly's most popular sport, the
large outfield San Luis Obispo sign heighten awareness in-stadium and to out-of-
market to fans watching games in-stadium and on the ESPN+ live stream. Out-of-
market market reach included: Missouri, North Dakota, Ohio, Nevada, Los Angeles,
Hawaii, San Diego, Ir vine, Riverside, Sacramento, and Fresno.
Total Baseball Attendance: 53,948
ESPN+ Viewership Total: 160,805 (37 baseball games and softball)
**Bonused 30 sec. Softball spot
Page 48 of 63
THE POWER OF ATHLETICS
52.1K+
SOCIAL MEDIA
FOLLOWERS
879K+
UNIQUE WEBSITE
VISITORS
178K+
FANS ATTENDED FOOTBALL, MEN'S
& WOMEN'S BASKETBALL, BASEBALL
HOME GAMES IN THE 2023-24 SEASON
OVER 225K CAL POLY
LIVING ALUMNI
OVER 22.2K STUDENTS
ATTEND CAL POLY
SOURCE: INSTAGRAM.COM | FACEBOOK.COM | TWITTER.COM | CAL POLY FANBASE JUNE 1, 2023 - MAY 31, 2024 | NIELSEN VIEWERSHIP, AUGUST 1, 2023 - MAY 31, 2024 |
NCAA STATISTICS, MEN'S BASKETBALL, WOMEN'S BASKETBALL, 2023-2024 SEASON | CALPOLY.EDU, 2024.
Page 49 of 63
DI GITAL AUDIENCE
SOURCE: CAL POLY FANBASE, JUNE 1, 2023 - MAY 31, 2024. | FACEBOOK.COM | INSTAGRAM.COM | TWITTER.COM
FOLLOWERS
USERS
FOLLOWERSFOLLOWERS
OFFICIAL ATHLETIC WEBSITE
PAGE VIEWS
SOCIAL MEDIA OVERVIEW
3.46M+879K+
20.0K+17.0K+15.1K+
Page 50 of 63
ALWAYS BE PRESENT
FAN365
The City of SLO - TBID created powerful connections with fans
across websites they visit every day via Fan365, the Cal Poly re-
targeting platform. Campaigns were conducted in fall, winter and
spring and targeted to out-of-market fans. This kept the San Luis
Obispo brand and VisitSLO.com web address front-and-center as
fans surfed the Internet.
Fan365 Features:
proprietar y 1st party audience - fed to Cal Poly fans directly
co-branded ads - would like to see co-branded ads this coming
year to compare results
reach the right fan, at the right time with your custom message
Turnkey media activation from our team of digital marketing
experts with no hidden fees
Page 51 of 63
.16% avg.
CTR
170
Clicks
105,000
Impressions Delivered
Total CAMPAI GN
HIGHLI GHTS
The overall partnership goal was to heighten the San Luis Obispo
brand after a years absense from fans and drive traffic to the
VisitSLO.com website. Fans out-of-market were targeted in order to
spur registrations and put heads in beds.
CAMPAIGN FLIGHTS: Fall 2023
KPI: Guaranteed 100,000 impressions
TARGET: Out-of-Market fans, primarily in the great Los Angeles and San
Francisco Bay Area
CAMPAIGNs
SPOTLIGHT
Delivered 105,000 impressions delivered
Used Cal Poly Colors in ad to connect the brands
Ads delivered to primary data (fans), highly targeted.
Recommend changing creative each season
FAN 365 case study
ENGAGE FANS DIGITALLY
Page 52 of 63
.12% avg.
CTR
131
Clicks
105,000
Impressions Delivered
Total CAMPAI GN
HIGHLI GHTS
The same creative was used for the Winter campaign
and it saw a drop in click-throughs. Freshening up ads
each campaign gives fans a "new look" in visiting SLO.
CAMPAIGN FLIGHTS: Winter
KPI: Guaranteed 100,000 impressions each campaign
TARGET: Out-of-Market fans, primarily in the great Los
Angeles and San Francisco Bay Area
CAMPAIGNs
SPOTLIGHT
Delivered average of 105,000 impressions
Ads delivered to primary data (fans), highly targeted to
the LA and San Francisco markets
Changing up creative will help lift engagement
FAN 365
ENGAGE FANS DIGITALLY
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.12% avg.
CTR
129
Clicks
105,011
Impressions Delivered
Total CAMPAI GN
HIGHLI GHTS
New creative was used for the Spring campaign, but it
saw a drop again in CTR. It could be subject matter of
action shots of active people vs. static shots.
CAMPAIGN FLIGHTS: Winter
KPI: Guaranteed 100,000 impressions each campaign
TARGET: Out-of-Market fans, primarily in the great Los
Angeles and San Francisco Bay Area
CAMPAIGNs
SPOTLIGHT
Delivered average of 105,011 impressions
Ads delivered to primary data (fans), highly targeted to
the LA and San Francisco markets
Changing creative would help lift engagement
FAN 365
ENGAGE FANS DIGITALLY
Page 54 of 63
Traffic Drivers
Page 55 of 63
visiting team
guides
tbid hotel information
sent directly to coaches &
operations staff
To encourage visiting teams to book stays in TBID hotels, each coach
or operations manager for football, men's and women's soccer,
men's and women's basketball, volleyball, baseball and softball
visiting teams were sent an email and the TBID hotel graphic - a
total of 37 coaches from around-the-country and California.
Page 56 of 63
Summary
Page 57 of 63
SUMMARY
PARTNERSHIp
All Cal Poly Athletics marketing assets were focused on fulfilling the primary City of SLO - TBID Objectives of heightening brand awareness of the
brand and VisitSLO.com, reaching out-of-market fans, driving traffic to the VisitSLO.com website and, ultimately putting hearts-in-beds.
Cal Poly Athletics created hundreds of thousand digital impressions with ESPN+ Broadcasts, retargeting ads and GoPoly.com ads. All ads linked
back to VisitSLO.com site to start fans through the discovery process and sales funnel.
The partnership dollars given to the department went back to booking TBID hotel rooms for visiting teams, officials of games and official
department visits. In all, (23) total hotels responded to RFP emails (same as last year) and (10) TBID hotels were booked for the season. These hotels
were chosen as they expressed interest in hosting the guests and the decision was made based on the least expensive rate to stretch hotel dollars.
The department will make an effort to utilize as many TBID hotels that expressed interest in hosting for the 24-25 season.
To improve engagement, affinity and brand lift, we would recommend that all ads be co-branded with the inclusion of the Cal Poly logo in
broadcast and digital efforts. Changing up creative each digital ad cycle is imperative to lift Click Thru Rates, messaging and photos will also cause a
lift.
23-24 to 24-25 Sponsorship Package includes:
Spanos Signage - static on new large scoreboard
IP Usage - Logos and Marks
Mott Scrolling LED Signage, two side and TV visible
Baggett Stadium Outfield Sign
(1) 30 sec. spot on the ESPN+ broadcasts of football (home and away games), men's basketball (home) and baseball (home) games
Fall, Winter and Spring Fan365 retargeting ads focusing on out-of-market fans
** City of SLO/VisitSLO.com 30 sec. commercial spot was bonused on ESPN+ stream for Men's and Women's Soccer, Women's Basketball, Softball and Wrestling-
a $6000.00 Value
Page 58 of 63
THANK YOU!
HEATHER
HELLMAN
THANK YOU FOR YOUR CONSIDERATION OF A PARTNERSHIP
WITH CAL POLY ATHLETICS/RODEO
Heather Hellman
General Manager
Mustangs Sports Properties
hhellman@mustangssportsproperties.com
Phone: 805-215-8545
Page 59 of 63
Page 60 of 63
1
Promotional Coordinating Committee Minutes
July 10, 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: 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 July 10, 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
Motion By Committee Member Wang
Second By Committee Member Forsberg
To approve the Consent Agenda items 3a through 3e.
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)
Page 61 of 63
2
3.a MINUTES OF THE REGULAR MEETING ON JUNE 12, 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 TRANSIENT OCCUPANCY TAX (TOT) REPORT
4. PRESENTATIONS
4.a SUPPORT LOCAL PROGRAM FY23-24 YEAR-END REPORT (15 MIN)
Ashlee Akers from Verdin Marketing provided the 23-24 year-end report
for the Support Local marketing activities and responded to inquiries.
Action: No action taken on this item.
4.b SLO CHAMBER FY23-24 YEAR-END REPORT (20 MIN)
Hollie West and Jessica Blanco from the San Luis Obispo Chamber
presented the 23-24 year-end report for Public Relations, Guest Services
and Grant Support contracts and responded to inquiries.
Action: No action taken on this item.
5. BUSINESS ITEMS
5.a NEIGHBORHOOD CAMPAIGN UPDATE (5 MIN)
Tourism and Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
5.b PCC ANNUAL PROGRAM PLANNING (25 MIN)
The Committee brainstormed ideas and program priorities for 2024-25
fiscal year.
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT – Liaison Assignments
6.b COMMITTEE OUTREACH UPDATE – Committee Report
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3
6.c TBID BOARD REPORT – TBID Meeting Minutes: June 13, 2024
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
provided an update on the Tourism Program.
7. ADJOURNMENT
The meeting was adjourned at 7:11 p.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for August 14, 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
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