HomeMy WebLinkAboutItem 7a. 2023-24 Annual Report of the Tourism Business Improvement District Item 7a
Department: Administration
Cost Center: 208-1006
For Agenda of: 10/1/2024
Placement: Business
Estimated Time: 30 minutes
FROM: Greg Hermann, Deputy City Manager
Prepared By: Jacqui Clark-Charlesworth, Tourism & Community Promotions Manager;
Molly Cano, Economic Development & Tourism Manager
SUBJECT: 2023-24 ANNUAL REPORT OF THE TOURISM BUSINESS
IMPROVEMENT DISTRICT
RECOMMENDATION
1. As recommended by the Tourism Business Improvement District (TBID) Board,
receive and approve the TBID Board’s annual report for FY 2023-24; and
2. Adopt a Draft Resolution of Intention entitled, “A Resolution of the City Council of the
City of San Luis Obispo, California, declaring its intention to continue the San Luis
Obispo Tourism Business Improvement District, to continue the basis for and to levy
the assessment for the district, and to set a date for the Public Hearing on the district
and the assessment for 2024-25.”
POLICY CONTEXT
As referenced in the City’s Municipal Code, 12.42.060 and Sections 36530 and 36533 of
the State’s Parking and Business Improvement Law, the appointed TBID Advisory Board
is to submit an annual report that outlines the past year’s efforts and how the funding was
used and to what effect.
Background
In June 2008, the Council adopted Ordinance No. 1517 establishing a tourism business
improvement district as requested by the local lodging industry. The district was formed
under the State’s Parking and Business Improvement Law of 1989, sections 36500 et
seq. of the Streets and Highways Code and codified into the City’s Municipal Code under
Chapter 12.42.
Pursuant to Municipal Code Section 12.42.060 and Sections 36530 and 36533 of the
State’s Parking and Business Improvement Law, the appointed TBID Advisory Board is
to submit an annual report (Attachment A) that outlines the pas t year’s efforts and how
the funding was used and to what effect.
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Item 7a
Section 36534 further requires that after the approval of the annual repor t, the Council
shall adopt a resolution of intention (Attachment B) to levy an annual assessment for that
fiscal year. The resolution also sets a public hearing to receive any written or oral protests
against the continuation of the TBID as required by the applicable statute.
Annual Report
On September 4, 2024, the TBID Board met in a regular monthly meeting to finalize the
2023-24 annual report for recommendation to the Council . The annual report reiterates
the use of the TBID funds within the defined marketing platform that guides the strategy
used to deliver on the TBID’s objective and goals.
The annual report’s contents include:
1. TBID Background and Advisory Body
2. 2023-24 Year by the Numbers
3. Strategic Plan Implementation and Program Approach
4. 2023-24 Summary of Activities
5. 2023-24 Financial Statement
6. Looking Ahead to 2024-25
7. Charts and Graphs showing various results
Next Steps
Should the City Council approve the annual report and adopt the resolution of intention,
a public hearing will be noticed for October 15, 2024. The public hearing will allow
hoteliers to submit comments, voice concerns, and protest the assessment.
As set forth in Sections 36524 and 36525 of the California Streets and Highways Code,
the Council has the ability to continue the proposed citywide TBID at this public hearing
on October 15, 2024, unless oral or written protests are received from City hoteliers that
pay 50% or more of the proposed assessments. In that event, the Council cannot consider
continuation of the TBID in the City for at least one year.
Noticing Schedule
Legal notices regarding the Council’s review and consideration of the TBID annual report
were published in the New Times and postcards were mailed to TBID properties on
September 19, 2024. For convenience, the link to the agenda was also distributed to TBID
constituents and stakeholders via email. Public noticing for the TBID Advisory Board
meeting held on September 4, 2024, was performed through the posting of the agenda
on the City’s website by 5:00 pm on August 30, 2024, with the agenda distributed to TBID
constituents and stakeholders via email for convenience.
Previous Council or Advisory Body Action
On September 4, 2024, the TBID Board approved the 2023-24 annual report for
submission to Council and recommended the continuation of the TBID for fiscal year
2024-25 (Attachment C).
Page 208 of 369
Item 7a
Public Engagement
This item is on the agenda for the October 1, 2024 Council Meeting and will follow all
required postings and notifications. The public has an opportunity to comment on this item
at or before the meeting. All Advisory Body Meetings for the TBID were noticed in
accordance with Brown Act standards.
ENVIRONMENTAL REVIEW
The California Environmental Quality Act does not apply to the recommended action in
this report, because the action does not constitute a “Project” under CEQA Guidelines
Sec. 15378.
FISCAL IMPACT
Budgeted: Yes Budget Year: 2023-24
Funding Identified: Yes
Fiscal Analysis:
Funding
Sources
Total Budget
Available
Current
Funding
Request
Remaining
Balance
Annual
Ongoing
Cost
General Fund $ N/A $ $ $
State
Federal
Fees
Other:
Total $ $ $ $
Acceptance of the FY 2023-24 Annual Report does not result in any direct fiscal impacts
to the City. The current unaudited year-end TBID Assessment Revenue for FY 2023-24
is $2,201,977, which is approximately $61,177 more than the budgeted amount, based
on the calculation of 20% of the projected Transient Occupancy Tax (TOT) reflected on
page 12 of the City’s FY 2024-25 Adopted Financial Plan Supplement.
In FY 2024-25, the TBID projected revenue is $2,183,616 and is budgeted for program
costs including staffing. Additionally, the City will retain approximately $43,672 of the
assessment revenue - roughly 2% of FY 2024-25 TBID Assessment Revenue - to cover
the City’s administrative costs associated with collecting and disbursing the assessment.
ALTERNATIVES
The Council may choose to not approve the report or adopt the resolution of
intention. This action is not recommended as the advisory body has fully reviewed the
report and recommended the approval to Council to move forward with the Public Hearing
for the TBID. Council also has the option to request additional information before
approval.
Page 209 of 369
Item 7a
ATTACHMENTS
A – SLO TBID 2023-24 Annual Report
B – Draft Resolution of Intention to continue the SLO TBID
C – TBID Draft Minutes from September 4, 2024
Page 210 of 369
SLO TBID ANNUAL REPORT
2023-2024 Page 211 of 369
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
Visit San Luis Obispo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Marketing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
Brand & Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
Digital Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Guest Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
Strategic Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
Industry Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
2022-23 Awards & Accolades . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
Financial Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
Looking Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
TOT Chart For 2022-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
TOT Distribution For 2022-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
TOT Month To Month 2022-23 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
OCC Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
ADR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
REVPAR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
Strategic Imperatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
CONTENTS
Page 212 of 369
SLO TBID Annual Report 2023-24 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 two percent of gross receipts for the district became
effective on October 1, 2008, and the use of funds as defined in Section 12 .42 .030 of the Municipal Code states:
“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 advisory board (TBID
Board) which is staffed by 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 .
2023-24 Tourism Business Improvement District Board
BACKGROUND
ADVISORY BODY
NAME PROPERTY STATUS TERM CONCLUDES
Clint Pearce * **Madonna Inn Appointed May 2022 3/31/2026
Lori Keller Apple Farm Inn Appointed June 2022 3/31/2026
Prashant Patel Vagabond Appointed Sept . 2022 3/31/2025
Lydia Bates * **Hotel San Luis Obispo Appointed Sept . 2022 3/31/2028
Winston Newland Quality Suites Appointed April 2022 3/31/2027
Sandy Sandoval Embassy Suites SLO Appointed June 2022 3/31/2025
Nipool Patel Lamplighter Inn & Suites Appointed October 2023 3/31/2028
* Served as Chair for a portion of FY 23-24
** Served as Vice Chair for a portion of FY 23-24
Page 213 of 369
SLO TBID Annual Report 2023-24 4
In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further defined its role and
functions as:
The functions and duties of the TBID Board shall include, but not be limited to, the following:
A . Planning a comprehensive program to promote tourism to the City of San Luis Obispo and prepare an annual marketing
program consistent with industry goals and objectives .
B . Develop advertising and promotional programs and projects to benefit the lodging industry in San Luis Obispo .
C . Present an annual assessment report to the City Council regarding the implemented promotional programs and projects .
D . Perform any other lawful tasks as directed by the Council .
The TBID Board meets monthly on the second Wednesday at 10 a .m . for its regular board meeting . In fiscal year 2023-24, the board
continued holding a second monthly special meeting in addition to the regular board meeting . In total, the Board met 16 times for
regularly scheduled monthly meetings and special board meetings during the fiscal year, representing an average of 37 volunteer
hours annually per each of the seven board members . In 2023-24, the Board also met for agency interviews for their Marketing
Services RFP . This process began in November 2023 and culminated in the Board’s recommendation during their May meeting .
ADVISORY BODY BYLAWS
Page 214 of 369
SLO TBID Annual Report 2023-24 5
In the 2024-25 fiscal year, the City of San Luis Obispo once again collected a record-breaking figure of transient occupancy tax (TOT)
totaling $10 .9 million . This number represents a 2% increase over budget San Luis Obispo once again saw five $1 million revenue
collection months in July, August, September April and June . This incredible contribution of TOT revenue to the City’s General Fund
is one of the direct benefits of tourism for the City, as the full collection of TOT revenue is retained by the City . Separately, the TBID
retains the revenue collected through its special assessment of 2%, which in FY 23-24 resulted in nearly $2 .2 million, more than
$200,000 originally projected .
The fiscal year 2023-24 occupancy level in the city slightly increased by less than 1% compared to the 2022-23 fiscal year, 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 pre-pandemic, it is still about 3%
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 has slowed . In 2023-24 the annual ADR was approximately $176, which
on average is essentially flat to the previous year, but still $23 higher than the pre-pandemic year of 2018-19 for comparison .
The last key indicator used by the TBID to gauge impact is RevPAR, defined as Revenue Per Available Room . In the 2023-24 fiscal year,
the annual average RevPAR was slightly up from the prior year at the rate of $121 .77 on average .
While these numbers present a snapshot of the status of the lodging properties, the TBID Board also tracks the visitation into the
downtown Visitor Center to represent the foot traffic . In FY 23-24, the Visitor Center served approximately 85,826 guests, up nearly 4%
compared to the previous fiscal year .
2023-24 YEAR BY THE NUMBERS
MEASUREMENT FY 2023-24 RESULT % CHANGE FROM FY 2023-24
TOT $10,901,820 .00 0%
TBID $2,176,043 .00 0%
Occupancy 68 .17% 0 .7% increase
ADR $176 .31 -0 .5% decrease
RevPAR $ 121 .77 0 .0%
CHECK THE APPENDIX FOR COMPLETE GRAPHS (GRAPHS FOR TOT/ADR/REVPAR/OCC)
Page 215 of 369
SLO TBID Annual Report 2023-24 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 outlined in the plan, the SLO TBID stewards the San Luis Obispo brand and represents its lodging partners,
driving overnight stays by telling the story of San Luis Obispo through 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 Visit San Luis Obispo .
As defined within 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 contains 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 . In the fall of 2024, the
TBID Board will be undergoing an update to its Strategic Plan for 2025-2030 .
CHECK THE APPENDIX TO VIEW THE FULL STRATEGIC PLAN MATRIX
STRATEGIC PLAN IMPLEMENTATION
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SLO TBID Annual Report 2023-24 7
As a commitment to the imperative to “Ensure Operational Excellence” the TBID Board continued to support constituent relations
efforts in 2023-24 . To keep the lodging constituency abreast of all TBID business, the TBID Board was assigned properties to liaise .
Each board member was responsible for communication with their respective group of hotels and then asked to report their findings
during the “Hotel Update” portion of each Board meeting agenda .
The TBID also leveraged the outreach support of the SLO Chamber’s contracted services to perform weekly lodging call-arounds and
quarterly hotel visits . This resulted in 3,922 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 two partner receptions to encourage constituent networking and provide an opportunity to hear
important information on TBID projects and programs . Attendees at both events represented nearly half of the 42 lodging properties
with eight strategic and community partners also in attendance . In post-event surveys, constituents rated the presentation and
updates from the TBID and partners and the ability to network as most valuable .
In addition creating opportunities for networking and education, the TBID also created marketing resources to support the lodging
properties connection to promotional efforts . Visit San Luis Obispo’s MidWekend promotion to support off-peak, shoulder season
travel was once again turned into a toolkit that was shared with lodging properties to utilize across their own channels . In addition to
the marketing efforts of the TBID, the toolkit allowed individual properties to utilize draft messaging and promotional creative to more
easily speak to their audiences, incentivizing travel to their property and SLO .
CONSTITUENT RELATIONS
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SLO TBID Annual Report 2023-24 8
DIVERSITY, EQUITY AND INCLUSION
The TBID shares in the global mission for diversity, equity and inclusion . 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 inclusive destination for
all . As an ally, the TBID listens and continuously reflects to fully understand the demand for more direct action so that all people can
unequivocally feel a stronger sense of belonging and safety here . It is in the TBID organization’s DNA to treat all persons equally, with
dignity and respect, including all cultures, national origins, gender identities, gender expressions, sexual orientations, pregnancy
statuses, racial and ethnic identities, linguistic backgrounds and languages, age, abilities, genetic information, veteran status and
spiritual/religious beliefs . The TBID is committed to sharing and amplifying these values with everyone who travels to San Luis Obispo .
The TBID is committed to advancing Diversity, Equity and Inclusion through all work scopes, with diverse representation being top of
mind as we invite newcomers and all to explore San Luis Obispo . DEI continues to show up within tourism efforts through:
• Creating a strategic partnership with Gala Pride and Diversity Center .
• Targeting more diverse audiences through paid media and public relations .
• Uplifting and sharing diverse stories and faces through owned channels .
• Expanding diverse representation within TBID-owned marketing assets .
Page 218 of 369
SLO TBID Annual Report 2023-24 9
SUSTAINABILITY
At its core, Visit San Luis Obispo’s brand vision is to be known as a tourism organization that balances business and sustainability,
helping make San Luis Obispo a must-stay destination while passionately partnering to reach the City’s 2035 carbon neutrality goal .
Over the past three years, Visit San Luis Obispo focused on creating a sub-brand — Sustainable SLO — to speak to travelers and locals
and develop a consistent visual language that could be broadly applied . From these efforts sprang the Keys for Trees program and
subsequent efforts, which not only created visibility around the City’s goals but also effected real-world change at a time when the
importance of every action toward sustainability is heightened .
This year Visit San Luis Obispo continued previous work efforts and developed new, impactful partnerships to advance sustainability
and climate action within the tourism efforts . A few highlights include:
• Partnering with Kind Traveler, a responsible travel platform, to leverage their sustainable-minded audience and network .
• 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 .
• Continued Citywide collaborations such as Solid Waste and Parks & Recreation to brand the City's big belly trash receptacles and
trailheads .
• Promoting off-season and mid-week travel through Visit San Luis Obispo’s promotional campaign The Midweekend .
Page 219 of 369
SLO TBID Annual Report 2023-24 10
MARKETING ACTIVITIES
To ensure that the TBID marketing programs are intercepting travelers at all stages of the traveler’s journey, the TBID and the team
of agencies utilized different marketing levers across that journey . This multi-pronged approach drove an efficient and effective
conversion strategy . The SLO brand messages and the areas of opportunity were adapted to tease potential travelers across the
journey . In addition, looking at the travelers’ journey helped the TBID incorporate and account for the fluctuations in travel behavior .
• 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
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
• Public Relations
• Print
SERVICES
• Organic Search
• Paid Search
• Paid Social
• 3rd Party Ads
• Website Experience
• Email
SERVICES
• Website Experience
• Email
• Organic Social
SERVICES
• Organic Social
• Keep the conversation
going to amplify our
message
• Utilize website to
plan in-destination
moments and
activities
• Find up-to-date travel
information
DREAMING PLANNING BOOKING EXPERIENCING SHARING
Page 220 of 369
SLO TBID Annual Report 2023-24 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 prosperity to the lodging economy and serve as the voice of all stakeholders .
n FY 23-24, Visit San Luis Obispo continued to utilize the recently updated brand book . The guide describes what the destination
marketing organization stands for, how it benefits travelers and locals and why it stands out . It contains the brand’s essence and spirit,
as well as how it can be brought to life visually, verbally and culturally . It contains everything from guidelines for messaging and logo
use to color palettes and brand partnership examples, as well as outlines the philosophies and beliefs for Visit San Luis Obispo .
If putting “heads in beds” is Visit San Luis Obispo’s business purpose, putting “hearts in beds” is its brand purpose . We live to share
all that SLO 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 as if it were their home and returning time and time again .
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SLO TBID Annual Report 2023-24 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 .
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SLO TBID Annual Report 2023-24 13
WEBSITE
SEO
↑
21%
Overall Traffic YoY
↑
32%
Organic Traffic
26%
Pages per Session
↑
126%
Organic Hotel Referrals
↑
126%
Organic Homestay Referrals
↑
26%
New Users YoY
9%
Hotel Partner Referrals YoY (35,979 vs 33,173)
↑
9%
Hotel Partner Referrals YoY
VisitSLO .com is the City’s official tourism website and the primary marketing tool used to represent the destination . It’s designed
mainly for consumers but also serves the travel trade, meeting planners, TBID members and media .
The website is the cornerstone for all of Visit San Luis Obispo’s marketing efforts — everything flows to or from the website . In
July 2023, the TBID launched a redesign of VisitSLO .com, a process years in the making .
Search Engine Optimization (SEO) ensures the relevancy and success of the TBID’s website . It also builds website authority to improve
VisitSLO .com’s positioning and findability on search pages . By developing the 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 . The decrease in blog views is due to many of those articles being repurposed into pages instead . The decrease in blog
views is due to many of those articles being repurposed into pages instead, and pulling traffic with it .
↑
↑
Page 223 of 369
SLO TBID Annual Report 2023-24 14
DIGITAL MEDIA
Leveraging a 7% budget increase, our FY23-24 digital media strategy employed a comprehensive, integrated approach combining
traditional and digital tactics . Building on past successes, we focused on increasing awareness and interest for San Luis Obispo in key
markets . Our goals included:
• Brand Awareness & Interest: Increase brand awareness and build desire to visit San Luis Obispo in target drive and fly markets .
Strategically managing spend, efficiently and effectively to maximize budget .
• Increase Engagement & Planning: Encourage further engagement and consideration of San Luis Obispo among potential travelers
by driving them to VisitSLO .com
• Encourage Conversions & Booking: Optimize digital media strategies in order to encourage high-intent audiences to engage with
The strategy proved successful, and we continue to gain valuable performance insights that will help us build upon previous years to
consistently position San Luis Obispo as a top destination among our target audiences .
↑
27%
Paid Traffic YoY
62.9 MIL
Paid Impressions
13.83%
Paid Search CTR Benchmark 4 .68%
13.83%
Paid Social CTR +30%
↑
84%
Google Ads Partner Referrals YoY
↑
73%
Google Ads + Facebook Clicks YoY
3,668
New Subscribers Added in the Last Year
34
Emails sent in total
(Including brand research outreach,
additional MidWeekend promotions, etc .)
EMAIL MARKETING
Building on the foundation laid in FY 22-23 with a revamped email template, segmented subscriber database, welcome series and re-
engagement strategy, our FY 23-24 efforts centered on boosting audience engagement and growing our subscriber list . Through the
monthly creation of hyper-personalized content, we aimed to foster stronger connections with SLO visitors . By offering gated content,
giveaways and prominent sign-up buttons across the newly redesigned VisitSLO .com, we grew our email list while delivering tailored
content to existing subscribers .
↑
50%
Avg . Newsletter Open Rate
2.4%
Avg . Click Rate
20
Total Emails Sent
↑
92%
Growth in Newsletter Subscribers↑
Page 224 of 369
SLO TBID Annual Report 2023-24 15
PRINT ADVERTISING
Limited print advertising placements were continued in Visit San Luis Obispo’s media mix for FY 23-24 . 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
• Visit California Visitors Guide & Road Trips Guide
• Destination Brochure Distribution through Certified Folders
• Cal Poly Program Ad & Visiting Teams Guide
• Central Coast Tourism Council Map Cover and Regional Listing
• Women’s Day Magazine
SLO Chamber Visitors Guide
Women's Day Magazine
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SLO TBID Annual Report 2023-24 16
SOCIAL MEDIA
ShareSLO — Visit San Luis Obispo’s social media — is a platform for locals and visitors alike to find inspiration, information and
connection to and within San Luis Obispo . The goal of ShareSLO is to optimize Visit San Luis Obispo’s efforts and further establish
clear value for following ShareSLO across social media .
Some of the highlights include:
• Creating an organic viral reel each quarter — We’re in SLO (337k), Hidden Gems Hike (217k), SLO Restaurant Week (100k), Waterfall
Tiktok (47k) & Waterfall Reel (77k) .
• Partnering with Amtrak on collaborative reel getting in front of their audience of 301k .
• Substantial follower increase, 7,800 across all platforms with a 10% increase in out-of-area followers .
• Shoutout from Visit California for the Top Short-Form Video in their California Now Travel Story Network June Newsletter .
Visit San Luis Obispo Social Media Channels:
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SLO TBID Annual Report 2023-24 17
PUBLIC RELATIONS
In FY 23-24, Visit San Luis Obispo continued the shared approach to Public Relations contract efforts which included a joint contract
between the TBID and the Promotional Coordinating Committee (PCC) with the San Luis Obispo Chamber of Commerce for Public
Relations efforts, plus the TBID 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 . To further expand
the proactive destination Public Relations efforts, DCI is responsible for national media relations .
Our Public Relations efforts resulted in dozens of individual media visits and a group press trip, The Art of SLO(wing) Down . A
significant new undertaking was the Southern California Media Mission, a dedicated activation for SLO on the road . Over five days,
staff and SLO Chamber’s PR representative met with 23 national and regional media across three events and individual meetings
spanning from Los Angeles to San Diego . The goal for PR in FY 23-24 was to curate fresh, unique content to continue inspiring travel,
generate and secure media leads that speak to our target audiences — including drive markets — as well as build and strengthen
relationships with key media who are the catalyst to generating awareness of the destination and its diverse experiences .
Overall, San Luis Obispo received 276 mentions in media articles as a result of Public Relations efforts in FY 23-24, of which 133
placements were attributed to the proactive work . Top media coverage included: CNN Travel, Los Angeles Times, Forbes and AFAR .
605 MIL
Circulation
23.4 MIL
Media Impressions
$5.8 MIL
Ad Equivalency
571/1032
Qualitative Score
86
Total Number of Placements
17 PLACEMENTS
20% MWM List Penetration
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SLO TBID Annual Report 2023-24 18
PROMOTIONS
This year, Visit San Luis Obispo continued a promotion that began in FY 21-22 to drive midweek stays . The MidWeekend supports
the strategic imperative to Deliver Smart Growth, as well as aligns with the destination stewardship and sustainability efforts by
encouraging travel outside peak periods . .
The MidWeekend
In the winter of 2024, the MidWeekend promotional campaign returned to help drive midweek stays in San Luis Obispo . From February
1 to March 31, 2024, 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
remarketing audiences to send potential travelers to the MidWeekend landing page to get direct access to information on the special
offer . In total, 216 visitors took advantage of the promotion, resulting in 531 total room nights and more than $93,000 in revenue across
33 of SLO’s 42 lodging properties .
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SLO TBID Annual Report 2023-24 19
GUEST SERVICES
Through a dedicated contract with the Visit San Luis Obispo, the San Luis Obispo Chamber of Commerce provides a suite of guest
services to Visit San Luis Obispo . In FY 23-24, the SLO Chamber Visitor Center was contracted to answer each call made to Visit
San Luis Obispo 1-877-SLO-TOWN number, which serves as a response tool to Visit San Luis Obispo’s advertising efforts and digital
presence . This creates the 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 before even arriving . The telephone number, 1-877-SLO-TOWN, is a
separate line that rings in the Chamber and is used solely to refer Visit San Luis Obispo properties and promote San Luis Obispo as a
destination . During FY 23-24, nearly 500 calls were answered on the 1-877-SLO-TOWN line . The Guest Services also included the Live
Chat widget on VisitSLO .com which received hundreds of conversations throughout the year
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SLO TBID Annual Report 2023-24 20
EVENTS
In FY 23-24, destination events continued to return to San Luis Obispo and the TBID Board considered the funding for these events on
a case-by-case basis using the general application established in FY 19-20 .
Events Sponsored:
• SLO COAST WINE COLLECTIVE, HARVEST ON THE COAST - NOVEMBER 4, 2023
For the first time in more than a decade, Harvest on the Coast was held in Edna Valley, SLO’s wine region . The previous 11 years
SLO Coast Wine Collective’s signature event had been held in Avila Beach . Visit San Luis Obispo supported the event with
funding as its exclusive lodging partner as well as with marketing and advertising support leading up to the event . Additionally,
any guests staying in a SLO lodging property received complimentary early access to a VIP tasting prior to the main event .
• VINEYARD TEAM, SUSTAINABLE AG EXPO – NOVEMBER 13-15, 2023
The Sustainable Ag Expo was a three-day, mid-week, off-season educational symposium and tradeshow attracting over 500
wine industry professionals to San Luis Obispo. The Expo in 2023 marked the 18th year of the event. Visit San Luis Obispo
supported this event with cash sponsorship for industry-specific promotion and funding to support lodging for speakers and
presenters.
• MISSION COLLEGE PREP HIGH SCHOOL, MISSION PREP CHRISTMAS CLASSIC, DECEMBER 19-22, 2023
The Mission Prep Christmas Classic is a four-day premier California High School Basketball tournament featuring some of
the best high school basketball players from the state and beyond. The event draws a majority of out-of-area attendees and
livestreams to thousands more. Visit San Luis Obispo was the exclusive lodging partner and supported the event with funding to
host teams in SLO properties.
• SLO INTERNATIONAL FILM FESTIVAL, 30TH FESTIVAL– APRIL 25-30, 2024
The 30th San Luis Obispo International Film Festival hosted a six-day event and screened over 100 films throughout the
week. The event featured 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, funding to provide lodging for filmmakers, media and
industry professionals and promoting a complimentary See + Stay film fest package in exchange for overnight reservations.
• GALA PRIDE & DIVERSITY CENTER, PRIDE AND CULTURAL PROGRAM - YEAR ROUND
Gala Pride and Diversity Center celebrated 30 years in 2024 and turned the success of their signature event, Central Coast
Pride, into an ongoing Pride and Cultural Program. Visit San Luis Obispo invested as a legacy partner supporting not only the
three-day kick-off Pride celebration which was held at venues throughout SLO like the Fremont Theater, Meadow Park and at
Mission Plaza for PRIDE in the Plaza, but year-round programming. As part of the partnership, Visit San Luis Obispo funded and
managed the out-of-area paid media campaign for Central Coast Pride, remains Gala’s exclusive lodging partner and continues
to partner on overall cross-promotional efforts.
In addition, the Visit San Luis Obispo continued participating 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
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SLO TBID Annual Report 2023-24 21
STRATEGIC PARTNERSHIPS
Visit San Luis Obispo 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 . Visit San Luis Obispo’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 Visit San Luis Obispo new platforms and audiences to
build brand awareness .
In April of 2024, Visit San Luis Obispo officially launched a new partnership with Kind Traveler, a responsible travel platform that
empowers travelers to create positive change in the communities they visit . Through their Every Stay Gives Back Program, Visit San
Luis Obispo has been able to showcase its Keys for Trees initiative and appeal directly to sustainably minded travelers within Kind
Traveler’s network .
In FY 23-24, the partnerships with Cal Poly continued to be essential to making a first and lasting impression of San Luis Obispo to
supporters and their students . The partnership with Cal Poly’s Office of Student Affairs was extremely valuable this year with SLO
Days, where during thirteen separate 45-minute long presentations about discovering San Luis Obispo, the team is able to connect
with thousands of new Cal Poly Parents and Supporters . In addition to SLO Days, Visit San Luis Obispo has a presence on campus
during 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:
• Cal Poly’s Office of Student Affairs – New Student & Transition Programs and Parent Program
• Cal Poly Athletics – Mustang Sports
• Kind Traveler
• ECOSLO with Keys for Trees
• SLO Coast Wine Collective
• Gala Pride & Diversity Center
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SLO TBID Annual Report 2023-24 22
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 . This year, CHLA attended the
second Visit San Luis Obispo Partner Reception presenting statewide legislative updates .
VISIT CALIFORNIA
The Visit California partnership has been critical in the growth of Visit San Luis Obispo’s brand within the California Tourism product . SLO 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 leads, trade contacts and newsletter content .
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 a seat on the board from staff and
the SLO Chamber public relations representative on the PR committee .
VISIT SLO CAL
The TBID maintains participation with Visit SLO CAL by having a representative on the Board of Directors and the Economic
Development & Tourism Manager on the Marketing Committee . The TBID Board leverages the 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 also encompasses group sales, film commission, countywide public relations and
countywide strategic planning like the SLO CAL Events & Festivals Strategy .
Page 232 of 369
SLO TBID Annual Report 2023-24 23
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
Silver - Specialty Advertising / Merchandise
HSMAI ADRIAN AWARD
Bronze - Environmental, Social, Governance (Sustainable SLO)
AAF RENO ADDY
Silver - User Experience
HSMAI ADRIAN AWARD
Bronze - Digital Website
HSMAI ADRIAN AWARD
Bronze - Brand Campaign
FINALIST IN THE 2024
ETSY AWARDS IN THREE CATEGORIES:
• Best Email Marketing Campaign
• Best Website
• Best Use of Sustainability and Social
Responsibility (Sustainable SLO)
Page 233 of 369
SLO TBID Annual Report 2023-24 24
2023-24 FINANCIAL STATEMENT
INCOME SOURCE 2023-24
2023-24 TOT Revenue Assumption * $10,704,000
2023-24 TBID Assessment Revenue Assumption *$2,140,800
Fund Balance Transfer
Fund Reserve $200,000
2023-24 TBID Program Budget $2,140,800
EXPENDITURE ALLOCATED
Operations/Staffing
Administration Overhead (2% of TBID Assessment)$42,816
Staffing (FTE & .75 FTE)
Staffing Contingency
$276,698
$276,698
Contracts & Marketing Services
Marketing Contract - Noble Studios/DCI $1,000,000
Chamber of Commerce - PR $50,000
Chamber of Commerce - Guest Services $51,975
Chamber of Commerce - Media Monitoring Service Fee $3,713
Co-op Marketing Program Funding $45,000
Content Marketing Services - Badger Branding $87,800
Partnerships & Promotions
Cal Poly Athletics $65,000
EcoSLO - Sustainability Initiative $21,408
SLO Coast Wine Collective Membership $4,500
Events & Promotions
General Events Promotion $100,000
Event Activation + Collateral $40,000
Seasonal Promotion $25,000
Tradeshows
Tradeshows $25,000
Tourism Conferences $8,000
Tourism Organizations
CCTC Dues $1,000
Smith Travel Report $3,629
CalTravel Membership $1,000
California Hotel & Lodging Association $30,000
Research + Program
Research + Program Development $160,000
Support / Meetings
Tourism Program Expenses $7,500
FAM Trip Hosting $8,000
Services/Online Tools/ Fulfillment (Dropbox, Crowdiff, Survey Monkey)$15,000
Contingency
Contingency Fund $29,000
Totals Commited $2,140,341
Funds Remaining
Total Allocated Expenditures **
* 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 234 of 369
SLO TBID Annual Report 2023-24 25
LOOKING AHEAD
As the TBID moves into FY 24-25, the key focus areas that remain top of mind for the work of the Board in the next fiscal year:
• Updating the TBID Strategic Plan for 2025-2030, setting the tone and tenor for Visit San Luis Obispo’s impact .
• Developing the next evolution of Visit San Luis Obispo’s brand campaign with “the SLO Life Coach .”
• Expanding Destination Stewardship through Sustainable SLO and Visit San Luis Obispo’s commitment to fostering a thriving and
balanced tourism economy .
• Continuing a thoughtful and intentional approach to Diversity, Equity and Inclusion across all TBID programs emphasizing the new
opportunity utilizing TBID’s new public relations agency, Uniquely Driven and their network and expertise .
While these are not the only subjects that the TBID Board will be focused on, these four areas will require a significant amount of
dedication as Visit San Luis Obispo works toward successful implementation of each .
Additionally, the TBID Board will implement the defined imperatives from the recently updated 2024-26 Strategic Marketing &
Business Plan . In alignment and building off the forthcoming 2025-2030 Strategic Plan, the two-year marketing plan is truly a guide for
the overarching marketing initiatives for Visit San Luis Obispo, and also the individual tactics and specific efforts that will help achieve
them .
LOOKING AHEAD
Page 235 of 369
SLO TBID Annual Report 2023-24 26
APPENDIX
TOT CHART FOR 2023-24
TOT DISTRIBUTION FOR 2023-24
12,000,000
6,000,000
4,000,000
$615,972 .30
$10,031,635 .32
0
2009-10 2010-11 2011-12 2012-13 2013-14 2013-14 2015-16 2016-17 2018-19 2019-20 2020-21 2021-222017-18
Homestay Hotel
2022-23 2023-24
Page 236 of 369
SLO TBID Annual Report 2023-24 27
TOT MONTH TO MONTH 2023-24
2,000,000
1,000,000
500,000
0 July Aug .Sept .Oct .Nov .Dec .Jan .Feb .Mar .Apr .May June
OCC MONTH TO MONTH
80+
0
2021-22 2022-23 2023-24
Oct .Sept .Aug .July JuneMayApr .Mar .Feb .Jan .Dec .Nov .
40
Page 237 of 369
28
ADR MONTH TO MONTH
SLO TBID Annual Report 2023-24
190+
120
2021-22 2022-23 2023-24
Oct .Sept .Aug .July JuneMayApr .Mar .Feb .Jan .Dec .Nov .
150
REVPAR MONTH TO MONTH
190+
120
(R
e
v
e
n
u
e
$
)
150
90
0
2018-19 2019-20 2020-21
Oct .Sept .Aug .July JuneMayApr .Mar .Feb .Jan .Dec .Nov .
Page 238 of 369
SLO TBID Annual Report 2023-24 29
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 239 of 369
SLO TBID Annual Report 2023-24 30Page 240 of 369
R _____
RESOLUTION NO. ______ (2024 SERIES)
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS
OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE
THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT
DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE
ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE
PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR
2024-25
WHEREAS, the Parking and Business Improvement Law of 1989, secti ons 36500
et seq. of the Streets and Highways Code, authorizes cities to establish business
improvement districts for several purposes, one of which is promotion of tourism; and
WHEREAS, the lodging businesses within the proposed City of San Luis Obispo
Tourism Business Improvement District had requested the City of San Luis Obispo
establish such a self-assessment improvement district in 2008; and
WHEREAS, the San Luis Obispo Tourism Business Improvement District was
established in July 2008 and incorporated into the Municipal Code under Chapter 12.42;
and
WHEREAS, the assessment went into effect on October 1, 2008; and
WHEREAS, the City Council appointed an advisory board to provide oversight,
guidance, and recommendations regarding the use of the assessment funds; and
WHEREAS, the City Municipal Code and the Parking and Business Improvement
Law require the advisory board to prepare and submit an annual report stating proposed
changes, improvements and activities for the fiscal year; and
WHEREAS, an annual report was prepared pursuant to Section 36533 of the
Streets and Highway Code; and
WHEREAS, notices regarding the approval of the annual report were sent on
September 19, 2024 to all assessed properties.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of San Luis
Obispo as follows:
a) That the Tourism Business Improvement District Annual Report for fiscal year
2023-24 as filed by the advisory body is hereby approved.
Page 241 of 369
Resolution No. _____ (2024 Series) Page 2
R ______
b) The San Luis Obispo City Council proposes to cont inue the established
Tourism Business Improvement District in the City of San Luis Obispo in
accordance with City Municipal Code Chapter 12.42 and the California Streets
and Highways Code, sections 36500 et seq. (Parking and Business
Improvement Law of 1989).
c) The assessment levied by the Tourism Business Improvement District shall be
used to promote lodging at the hotels within the district and administer a
marketing program that increases overnight hotel stays pursuant to the set
goals.
d) The assessment will be levied and allocated by the City of San Luis Obispo.
e) The assessment is proposed to be levied on all “hotels”, as that term is defined
in San Luis Obispo Municipal Code section 3.04.020, to wit: any str ucture, or
any portion of any structure, which is occupied or intended or designed for
occupancy by transients for dwelling, lodging or sleeping purposes, and
includes any hotel, inn, tourist home or house, motel, studio hotel, bachelor
hotel, lodging house, rooming house, apartment house, dormitory, public or
private club, mobile home or house trailer at a fixed location, or other similar
structure or portion thereof.
f) The assessment shall be based on two percent (2%) of gross room rent.
g) New hotels shall not be exempt from immediate assessment.
h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42
and the Parking and Business Improvement Law of 1989, section 36535 of the
Streets and Highways Code, is to allow for comments on the Dist rict and
proposed assessment, and is hereby set for 5:30 P.M., Tuesday, October 15,
2024, before the City Council of San Luis Obispo.
i) At the public hearing, the testimony of all interested persons for or against the
continuation of the District, the boundaries of the District, or the furnishing of
specified types of improvements or activities will be heard.
j) Any protest against the continuation of the City of San Luis Obispo Tourism
Business Improvement District and the levying of the assessment, or any
aspect thereof, may be made in writing. A protest may be withdrawn at any time
before the conclusion of the public hearing. Any written protest shall contain a
description of the business in which the person signing the protest is not shown
on the official records of the City of San Luis Obispo as the owner of the
business, then the protest shall contain or be accompanied by written evidence
that the person is the owner of the authorized representative of the business.
Any protest as to the regularity or evidence of the proceedings shall be in writing
and clearly state the irregularity or defect to the City of San Luis Obispo at 990
Palm Street, San Luis Obispo, CA 93401.
Page 242 of 369
Resolution No. _____ (2024 Series) Page 3
R ______
k) If, at the conclusion of the public hearing, there are of record, written protests
by the owners of businesses within the proposed San Luis Obispo Tourism
Business Improvement District that will pay fifty percent (50%) or more of the
total assessments of the entire San Luis Obispo Tourism Business
Improvement District, no further proceedings to continue the San Luis Obispo
Tourism Business Improvement District shall occur. New proceedings to form
the San Luis Obispo Tourism Business Improvement District shall not be
undertaken again for a period of at least one (1) year from the date of the
finding. If the majority of written protests are only as to an improvement or
activity proposed, then that type of improvement or activity shall not be included
in the San Luis Obispo Tourism Improvement District.
Page 243 of 369
Resolution No. _____ (2024 Series) Page 4
R ______
BE IT FURTHER THEREFORE RESOLVED, the City Clerk is instructed to provide
notice as required by the City Municipal Code Chapter 12.42 and the Parking and
Business Improvement Law of 1989, section 36534, subpart (a)(7) of the Streets and
Highways Code, to wit: the City Clerk shall give notice of the public hearing by causing
the resolution of intention to be published once in a newspaper of general circulation in
the City no less than seven days before the public hearing.
Upon motion of _______________________, seconded by
_______________________, and on the following roll call vote:
AYES:
NOES:
ABSENT:
The foregoing resolution was adopted this _____ day of _____________________ 20 24.
___________________________
Mayor Erica A. Stewart
ATTEST:
____________________________
Teresa Purrington
City Clerk
APPROVED AS TO FORM:
____________________________
J. Christine Dietrick
City Attorney
IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the
City of San Luis Obispo, California, on ______________________.
___________________________
Teresa Purrington
City Clerk
Page 244 of 369
1
Tourism Business Improvement District Board Minutes
September 4, 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, Vice Chair Clint
Pearce, Chair Lydia Bates
TBID Board Absent:
Member Lori Keller
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 September 4, 2024 at 10:03 a.m. in the Council
Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Bates.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. BUSINESS ITEMS
3.a FY 23-24 TBID ANNUAL REPORT APPROVAL (15 MIN)
Economic Development & Tourism Manager Molly Cano presented the
staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Member Nipool Patel
Page 245 of 369
2
To approve the 2023-24 TBID Annual Report.
Ayes (6): Member Newland, Member Nipool Patel, Member Patel,
Member Sandoval, Vice Chair Pearce, and Chair Bates
Absent (1): Member Keller
CARRIED (6 to 0)
3.b STRATEGIC MARKETING & BUSINESS PLAN APPROVAL (15 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Vice Chair Pearce
Second By Member Newland
To approve the marketing and business plan for 2024-26.
Ayes (6): Member Newland, Member Nipool Patel, Member Patel,
Member Sandoval, Vice Chair Pearce, and Chair Bates
Absent (1): Member Keller
CARRIED (6 to 0)
3.c FY 2024-25 MEDIA PLAN REVIEW AND APPROVAL (25 MIN)
Hayley Corbett and Danni Winter of Noble Studios presented the FY 2024-
25 media plan and rollover budget from FY2023-24 for the Board’s review
and approval.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Member Nipool Patel
To approve the media plan and roll over the remaining balance of
$11,994.25 from FY 23-24 to FY 24-25’s paid media budget.
Page 246 of 369
3
Ayes (6): Member Newland, Member Nipool Patel, Member Patel,
Member Sandoval, Vice Chair Pearce, and Chair Bates
Absent (1): Member Keller
CARRIED (6 to 0)
3.d STRATEGIC PLAN CONSULTANT APPROVAL (15 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Member Nipool Patel
To approve the consultant of Whereabout for the TBID’s 2025-2030
Strategic Plan.
Ayes (6): Member Newland, Member Nipool Patel, Member Patel,
Member Sandoval, Vice Chair Pearce, and Chair Bates
Absent (1): Member Keller
CARRIED (6 to 0)
3.e BUDGET UPDATES (10 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Motion By Member Nipool Patel
Second By Vice Chair Pearce
To approved staff's recommendation to replenish the FAM Trip Hosting
Budget in an amount up to $7,500 from available fund balance and to
approve up to $3,500 from the Event Activation + Collateral to create Visit
Page 247 of 369
4
SLO branded socks to be distributed to Spartan Race attendees at the on-
site activation.
Ayes (6): Member Newland, Member Nipool Patel, Member Patel,
Member Sandoval, Vice Chair Pearce, and Chair Bates
Absent (1): Member Keller
CARRIED (6 to 0)
4. ADJOURNMENT
The meeting was adjourned at 11:25 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for October 9, 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 248 of 369
Confidential. Intellectual property of Visit San Luis Obispo.1
City of San Luis Obispo
Tourism Business Improvement District
FY 2023-24 Annual Report
As recommended by the Tourism Business Improvement
District (TBID) Board,
1)Receive and approve the TBID Board’s annual report for FY
2023-24; and
2)Adopt a Resolution of Intention to levy and collect
assessments within the TBID area in fiscal year 2024-25 at
the same rate as in fiscal year 2023-24 (2%).
Recommendation
3
•Established in 2008
•7-member Advisory Board
•2% assessment on lodging properties
“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.”
Background on the SLO TBID
FY 23-24 SLO TBID Board
SLO TBID Contractor Team
FY 2023-24
By the Numbers
By the Numbers
Measurement FY 23-24 Result % Change from FY 22-23
TOT Revenue $10,995,912.00 +0.25%
TBID Assessment
Revenue
$2,212,602.00 +0.26%
Occupancy (OCC)68.17%+0.01%
Average Daily Rate (ADR) $176.31 0.00%
Revenue Per Available
Room (RevPAR)
$121.77 +0.01%
Transient Occupancy Tax (TOT)
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
TOT Figures by Month
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
2023-24
TBID Summarized Financials
Source FY 23-24
FY 23-24 TOT Revenue Assumption $10,704,000
FY 23-24 TBID Revenue Assumption $2,140,800
Fund Reserve $200,000
FY 23-24 TBID Program Budget $2,140,800
FY 23-24 Total Allocated TBID Expenditures* $2,140,341
* This figure represents the total allocated expenditures. The difference will be available for
carryover to the 2024-25 program budget.
FY 2023-24
Work Program
2019-2024 Strategic Plan
Marketing Activities
Confidential. Intellectual property of Visit San Luis Obispo.16
Looking Ahead to FY
24-25
•Updating the 2025-2030
Strategic Plan
•Developing the next evolution of
the brand campaign
•Expanding Destination
Stewardship through Sustainable
SLO
•Continuing a thoughtful
approach to DEI
•And more…
As recommended by the Tourism Business Improvement
District (TBID) Board,
1)Receive and approve the TBID Board’s annual report for FY
2023-24; and
2)Adopt a Resolution of Intention to levy and collect
assessments within the TBID area in fiscal year 2024-25 at
the same rate as in fiscal year 2023-24 (2%).
Public Hearing Scheduled for October 15, 2024.
Recommendation
Thank YouThank You