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Home My WebLink About10-09-2024 TBID Agenda Packet Tourism Business Improvement District Board AGENDA Wednesday, October 9, 2024, 10:00 a.m. Embassy Suites, 333 Madonna Road, 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 AUGUST 14 & SPECIAL MEETING ON SEPTEMBER 4, 2024 5 3.b SMITH TRAVEL REPORTS (STR)13 3.c TRANSIENT OCCUPANCY TAX (TOT) REPORTS 17 3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORTS 21 3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORTS 25 3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY REPORTS 29 3.g BADGER BRANDING ORGANIC SOCIAL REPORTS 57 4.PRESENTATIONS 4.a MARKETING SERVICES QUARTER REPORT (20 MINUTES) Representatives from Noble Studios and Uniquely Driven will present the first quarter report for the marketing activities for the SLO TBID. 4.b PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT (15 MINUTES) Representatives from the SLO Chamber will present the first quarter report on the Public Relations and Guest Services contract activities with the SLO TBID. 4.c CONTENT MARKETING QUARTER REPORT (15 MINUTES) Representatives from the Badger Branding will present the first quarter report for the content marketing support and organic social media activities with the SLO TBID. 4.d SUMMER MIDWEEKEND RECAP (15 MINUTES)77 Staff and contractors will present the results of the Summer MidWeekend promotion for the Board's review. 5.BUSINESS ITEMS 5.a MISSION PREP CHRISTMAS CLASSIC (15 MINUTES)79 The Board will consider the funding request for the Mission Prep Christmas Classic for sponsorship support. 5.b SLO LIFE COACH BRAND CAMPAIGN (20 MINUTES) The Board will receive a presentation for the proposed strategy for "the SLO Life Coach" for review and approval as recommended by Marketing Committee. 5.c STRATEGIC PLAN UPDATE The Board will receive an update on the 2025-2030 Strategic Plan process and timeline. 6.TBID LIAISON REPORTS & COMMUNICATION 6.a HOTELIER UPDATE 6.b MARKETING COMMITTEE UPDATE 83 6.c MANAGEMENT COMMITTEE UPDATE 87 6.d PCC UPDATE 91 6.e VISIT SLO CAL UPDATE 6.f TOURISM PROGRAM UPDATE 7.ADJOURNMENT The next Regular Meeting of the Tourism Business Improvement District Board is scheduled for November 14, 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 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 5 of 97 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 6 of 97 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 7 of 97 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 8 of 97 1 Tourism Business Improvement District Board Minutes August 14, 2024, 10:00 a.m. City Hall, 990 Palm Street, San Luis Obispo TBID Board Present: Member Nipool Patel, Member Sandy Sandoval, Vice Chair Clint Pearce, Chair Lydia Bates TBID Board Absent: Member Lori Keller, Member Winston Newland, 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 August 14, 2024 at 10:02 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Bates. 2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA Public Comment: None --End of Public Comment-- 3. CONSENT Motion By Vice Chair Pearce Second By Member Sandoval To approve Consent items 3a through 3g. Ayes (4): Member Nipool Patel, Member Sandoval, Vice Chair Pearce, and Chair Bates Absent (3): Member Keller, Member Newland, and Member P. Patel CARRIED (4 to 0) Page 9 of 97 2 3.a MINUTES OF TBID REGULAR MEETING ON JULY 10 & 17 3.b SMITH TRAVEL REPORT (STR) 3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY REPORT 3.g BADGER BRANDING ORGANIC SOCIAL REPORT 4. PRESENTATIONS 4.a CAL POLY ATHLETICS YEAR-END REPORT (15 MIN) Heather Hellman, General Manager Cal Poly Athletics provided an overview of the activity highlights for FY 23-24. Public Comment: None --End of Public Comment-- Action: No action taken on this item. 4.b MARKETING SERVICES YEAR END REPORT (25 MIN) Hayley Corbett, Danni Winter and Gabbi Hall, Noble Studios presented the Q4 and year-end activity highlights and results data for the 2023-24 marketing agency contracted work. Public Comment: None --End of Public Comment-- Action: No action taken on this item. 5. BUSINESS ITEMS 5.a VISIT SLO CAL MARKETING CO-OP (15 MIN) Economic Development and Tourism Manager Molly Cano provided an overview of the Visit California and Hotel Beds marketing opportunity through a Visit SLO CAL co-op. Page 10 of 97 3 Public Comment: None --End of Public Comment-- Motion By Member Nipool Patel Second By Vice Chair Pearce To invest in a six-month campaign co-op at $5,600 beginning September 1 and running through February 28 to come from the co-op line item. Ayes (4): Member Nipool Patel, Member Sandoval, Vice Chair Pearce, and Chair Bates Absent (3): Member Keller, Member Newland, and Member P. Patel CARRIED (4 to 0) 5.b SPROUT SOCIAL MEDIA MANAGEMENT TOOL (10 MIN) Tourism and Community Promotions Manager Jacqui Clark-Charlesworth provided an overview of the funding request for the Sprout Social Media tool. Public Comment: None --End of Public Comment-- Motion By Vice Chair Pearce Second By Member Nipool Patel To allocate $3,348 per year for 2 Professional Plan users to come from the Services/Online Tools/Fulfillment budget line item. Ayes (4): Member Nipool Patel, Member Sandoval, Vice Chair Pearce, and Chair Bates Absent (3): Member Keller, Member Newland, and Member P. Patel CARRIED (4 to 0) 6. TBID LIAISON REPORTS AND COMMUNICATION 6.a HOTELIER UPDATE – LIAISON REPORTS Board Member Sandoval announced the new Manager for the Marriott. Page 11 of 97 4 6.b PCC UPDATE – LIAISON REPORT Chair Bates provided a brief update on PCC activities. 6.c VISIT SLO CAL UPDATE – LIAISON REPORT Economic Development & Tourism Manager Molly Cano provided a brief update on 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 11:16 a.m. The next Special Meeting of the Tourism Business Improvement District Board is scheduled for September 4, 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 12 of 97 August 2024 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 72.06 79.67 74.23 189.27 212.38 196.36 136.39 169.21 145.76 0.69 1.25 0.86 -3.51 -0.54 -2.54 -2.84 0.70 -1.70 City of Paso Robles 71.73 71.71 71.72 178.27 259.15 201.37 127.87 185.83 144.43 -4.44 -3.68 -4.23 3.91 -5.96 0.13 -0.71 -9.42 -4.10 City of Pismo Beach 82.04 90.32 84.41 258.28 359.49 289.22 211.90 324.70 244.13 3.03 7.65 4.40 0.17 -0.08 0.40 3.21 7.55 4.82 City of San Luis Obispo 82.21 91.69 84.92 172.60 238.29 192.86 141.89 218.48 163.77 7.21 13.78 9.16 1.89 -0.46 1.45 9.24 13.26 10.74 City of Morro Bay 74.42 86.20 77.79 157.91 224.73 179.06 117.51 193.72 139.29 1.21 4.92 2.36 -0.58 0.21 0.01 0.63 5.14 2.37 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 69.12 77.93 71.64 191.34 211.14 197.50 132.26 164.54 141.48 -0.51 1.19 0.01 -1.05 -2.81 -1.60 -1.55 -1.66 -1.58 City of Paso Robles 65.38 81.88 70.09 183.28 286.05 217.58 119.83 234.21 152.51 -10.00 5.79 -5.28 2.22 -2.73 1.86 -8.00 2.90 -3.52 City of Pismo Beach 73.61 91.20 78.64 277.27 414.69 322.80 204.10 378.19 253.84 4.40 7.15 5.30 2.43 1.56 2.31 6.94 8.82 7.73 City of San Luis Obispo 71.21 88.22 76.07 171.96 261.09 201.49 122.45 230.33 153.27 -2.79 6.59 0.13 0.39 3.48 2.53 -2.42 10.30 2.66 City of Morro Bay 70.64 87.03 75.33 184.72 259.43 209.38 130.49 225.79 157.72 -0.88 5.60 1.17 -4.09 -11.09 -6.51 -4.93 -6.11 -5.42 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 69.21 75.48 71.00 181.83 196.53 186.29 125.85 148.33 132.28 5.73 1.37 4.37 0.41 -2.55 -0.65 6.17 -1.21 3.68 City of Paso Robles 65.49 78.67 69.25 167.04 274.51 201.92 109.39 215.95 139.84 -7.15 9.88 -2.23 -2.50 6.02 2.70 -9.46 -9.46 0.41 City of Pismo Beach 71.66 83.27 74.98 229.95 327.61 260.94 164.79 272.80 195.65 12.98 2.97 9.60 -2.45 -1.00 -2.59 10.20 10.20 6.76 City of San Luis Obispo 69.04 83.04 73.04 155.26 219.09 175.99 107.18 181.94 128.54 3.36 -0.07 2.22 -3.65 -8.46 -5.95 -0.41 -0.41 -3.86 City of Morro Bay 67.57 80.86 71.37 154.02 204.46 170.34 104.07 165.33 121.57 11.16 4.75 9.00 1.50 -0.09 0.46 12.83 12.83 9.50 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 61.64 79.29 66.68 171.02 204.78 182.49 105.41 162.36 121.69 0.15 1.39 0.56 -3.17 -2.83 -3.00 -3.03 -1.48 -2.46 City of Paso Robles 58.76 83.55 65.84 168.21 290.79 212.65 98.84 242.96 140.01 -0.36 1.86 0.43 5.42 -1.53 2.20 5.04 0.30 2.64 City of Pismo Beach 60.78 85.38 67.80 211.62 357.41 264.07 128.61 305.14 179.05 5.57 4.54 5.20 2.47 -5.68 -1.81 8.18 -1.40 3.30 City of San Luis Obispo 61.94 87.68 69.30 154.03 253.10 189.85 95.41 221.93 131.56 13.00 5.11 10.02 2.84 -2.20 -0.62 16.21 2.80 9.34 City of Morro Bay 56.02 83.61 63.90 133.84 227.33 168.79 74.97 190.07 107.86 3.30 3.32 3.31 2.14 2.11 2.13 5.51 5.50 5.50 Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADRFor the Week of August 25, 2024 to August 31, 2024 For the Week of August 18, 2024 to August 24, 2024 For the Week of August 11, 2024 to August 17, 2024 For the Week of August 04, 2024 to August 10, 2024 Page 13 of 97 Page 14 of 97 September 2024 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 59.72 73.12 63.55 166.04 191.94 174.56 99.15 140.35 110.92 -0.71 2.35 0.27 -4.34 -1.64 -3.31 -5.03 0.68 -3.04 City of Paso Robles 55.03 67.20 58.51 170.86 242.51 194.37 94.03 162.97 113.72 -13.42 -12.63 -13.16 -3.39 -11.42 -6.76 -16.36 -22.60 -19.03 City of Pismo Beach 60.95 79.55 66.26 222.83 272.67 239.92 135.81 216.89 158.98 -5.89 8.94 -1.28 -5.35 -14.06 -8.03 -10.92 -6.38 -9.20 City of San Luis Obispo 66.43 81.74 70.80 151.18 217.08 172.92 100.43 177.44 122.44 7.98 6.74 7.56 -5.31 -6.73 -6.00 2.24 -0.44 1.11 City of Morro Bay 59.95 76.40 64.65 146.83 195.22 163.18 88.02 149.14 105.50 1.03 1.90 1.33 2.78 -3.58 0.19 3.84 -1.75 1.52 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 72.95 75.82 73.77 191.56 197.32 193.25 139.75 149.62 142.57 4.39 1.56 3.54 -6.66 0.51 -4.60 -2.57 2.08 -1.22 City of Paso Robles 57.02 75.87 62.41 158.10 272.73 197.92 90.16 206.92 123.52 -17.87 -3.36 -13.35 -4.07 -1.46 -0.88 -21.21 -4.78 -14.12 City of Pismo Beach 64.95 80.73 69.46 196.74 296.59 229.89 127.79 239.43 159.68 -6.20 7.10 -2.17 -6.28 -6.87 -5.33 -12.09 -0.26 -7.38 City of San Luis Obispo 63.08 80.77 68.13 147.22 232.27 176.03 92.87 187.60 119.93 -6.97 0.74 -4.49 -21.42 -10.82 -16.50 -26.89 -10.16 -20.25 City of Morro Bay 62.07 79.61 67.08 136.99 198.48 157.84 85.03 158.00 105.88 -6.10 2.78 -3.27 1.08 1.06 1.87 -5.08 3.87 -1.46 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 73.13 80.99 75.38 213.52 207.52 211.68 156.16 168.07 159.56 2.43 1.66 2.19 12.49 1.26 8.84 15.22 2.94 11.23 City of Paso Robles 69.43 85.36 73.98 176.64 286.62 212.89 122.65 244.66 157.51 -1.73 -0.33 -1.27 8.24 -5.16 2.06 6.37 6.37 0.77 City of Pismo Beach 74.32 88.40 78.34 210.74 309.32 242.52 156.62 273.44 189.99 12.20 9.99 11.47 3.28 -1.52 1.05 15.87 15.87 12.64 City of San Luis Obispo 76.70 89.04 80.22 198.01 244.17 212.65 151.87 217.41 170.60 11.96 7.73 10.58 24.84 5.41 16.60 39.77 39.77 28.94 City of Morro Bay 71.80 87.58 76.31 141.37 212.36 164.65 101.51 185.98 125.64 11.20 3.09 8.40 6.75 -2.91 1.52 18.70 18.70 10.05 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 72.01 81.38 74.69 192.21 208.81 197.38 138.41 169.94 147.42 4.01 2.85 3.65 1.34 0.97 1.20 5.41 3.86 4.89 City of Paso Robles 64.74 85.53 70.68 168.15 281.14 207.22 108.86 240.46 146.46 -9.44 10.06 -3.53 -2.34 -2.77 -0.20 -11.56 7.01 -3.72 City of Pismo Beach 65.22 84.23 70.65 191.08 296.89 227.12 124.62 250.08 160.46 -5.95 3.38 -2.96 -5.93 -4.61 -4.45 -11.53 -1.39 -7.28 City of San Luis Obispo 65.74 85.41 71.36 143.35 230.80 173.25 94.24 197.13 123.64 -0.59 3.39 0.74 -6.87 -2.06 -4.36 -7.42 1.26 -3.66 City of Morro Bay 66.11 84.47 71.35 134.02 210.45 159.87 88.60 177.77 114.08 6.94 2.68 5.46 -1.31 -3.14 -2.58 5.54 -0.54 2.74 Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADRFor the Week of September 22, 2024 to September 28, 2024 For the Week of September 15, 2024 to September 21, 2024 For the Week of September 08, 2024 to September 14, 2024 For the Week of September 01, 2024 to September 07, 2024 Page 15 of 97 Page 16 of 97 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 2024-25 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$ 1,296,720$ 4.1% 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$ 1,037,434$ 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$ 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$ 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$ 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$ 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$ 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$ 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$ 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$ 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$ 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$ $1,046,749.00 Total/Average 4,478,481$ 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$ 10,877,218$ 1,296,720$ -88.1% 2023-24 2024-25 Change +/-2023-24 2024-25 Change +/-2023-24 2024-25 Change +/- July 83.4 83.3 -0.1%200.16 203.25 1.5%166.97 169.32 1.4% August 73.8 190.51 140.61 September 71.2 194.69 138.57 October 70.1 184.24 129.19 November 62.7 164.58 103.23 December 56.5 149.65 84.56 January 54.3 139.69 75.79 February 59.7 152.68 91.2 March 67.9 160.49 108.93 April 72.1 187.59 135.30 May 70.9 180.85 128.17 June 75.1 211.41 158.76 Total/Average 68.14 83.30 -0.001 176.38$ 203.25$ 0.015438 121.77$ 169.32$ 0.01 Updated: 10/04/2024 TOT Comparison *Figures from Smith Travel Research Report Occupancy ADR RevPAR Page 17 of 97 Page 18 of 97 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 2024-25 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$ 1,296,720$ 4.1% 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$ 1,037,434$ 1,116,115$ 7.6%missing 1 hotel 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$ 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$ 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$ 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$ 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$ 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$ 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$ 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$ 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$ 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$ $1,046,749.00 Total/Average 4,478,481$ 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$ 10,877,218$ 2,412,835$ -77.8% 2023-24 2024-25 Change +/-2023-24 2024-25 Change +/-2023-24 2024-25 Change +/- July 83.4 83.3 -0.1%200.16 203.25 1.5%166.97 169.32 1.4% August 73.8 77 4.3%190.51 194.49 2.1%140.61 149.82 6.6% September 71.2 194.69 138.57 October 70.1 184.24 129.19 November 62.7 164.58 103.23 December 56.5 149.65 84.56 January 54.3 139.69 75.79 February 59.7 152.68 91.2 March 67.9 160.49 108.93 April 72.1 187.59 135.30 May 70.9 180.85 128.17 June 75.1 211.41 158.76 Total/Average 68.14 80.15 0.021 176.38$ 198.87$ 0.018164 121.77$ 159.57$ 0.04 Updated: 10/04/2024 Occupancy ADR RevPAR*Figures from Smith Travel Research Report TOT Comparison Page 19 of 97 Page 20 of 97 Report to City of SLO – TBID and PCC Public Relations Contract August 2024 PR ACTIVITY Implementation/Proactive Work Hosted Paste senior editor Garrett Martin Hosted influencer Monica Multer (@sanfranciscobucketlist) Hosted SoCal Media Mission writer Carmen Varner Hosted SoCal Media Mission writer Ron Donoho Continued planning for SoCal Media Mission writer Brandon Hernandez'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 "Stargazing Splendor" and "Vegan Gastronomy" story ideas to Visit California Partnerships Began planning for Uniquely Driven SLO onboarding trip Continued pitching Downtown Summer Spending campaign Continued pitching Summer Midweekend Continued working on PR transition 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 Worked with Uniquely Driven and the City to update Most Wanted Media List Met with Blue Mango Restaurant Group team to update Media Hosting policy PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF INSTAGRAM Book a stay at @hotelcerroslo to experience a true SLO getaway!12,500.00 $125.00 Cultural MEDIA HOSTING INSTAGRAM 24 Hours in San Luis Obispo: Your Ultimate Bucket List Itinerary!10,600.00 $106.00 Cultural MEDIA HOSTING INSTAGRAM Bucket List Bookstore in San Luis Obispo 2,500.00 $25.00 Cultural MEDIA HOSTING NEWS BREAK San Luis Obispo is offering tourists an opportunity to save some cash 10,380,000.00 $353.97 Support Local PROACTIVE PITCHING KSBY San Luis Obispo is offering tourists an opportunity to save some cash 478,000.00 $39.54 Support Local PROACTIVE PITCHING EPOCH TIMES 8 Hidden Gems for Your Next California Weekend Getaway Cultural RESPONSIVE PITCHING MSN TRAVEL The 25 Best Wineries in the United States 157,190,000.00 $15,444.86 Beer/Wine WORLD ATLAS 6 Oldest Founded Small Towns to Visit in California 5,080,000.00 $305.33 Cultural WORLD ATLAS 8 Towns in California With the Best Downtown Areas in 2024 5,080,000.00 $305.33 Cultural MICHELIN GUIDE Surf Towns of the California Central Coast 3,600,000.00 $285.61 Outdoor MATADOR The First 'Bed and Beverage' Hotel Offers a Chance to Slow Down in San Luis Obispo 2,620,000.00 $116.84 Cultural HOME STRATOSPHERE The 25 Most Walkable Towns in the USA 950,000.00 $86.73 Outdoor KSBY Guy Fieri's 'Diners, Drive-Ins and Dives' to feature Petra in San Luis Obispo 478,000.00 $39.54 Culinary KSBY Downtown SLO touts most popular Concerts in the Plaza season since pandemic 478,000.00 $39.54 Family WINE INDUSTRY ADVISOR 3 Reasons You Don't Want to Miss the 2024 Sustainable Ag Expo 44,000.00 $3.74 Outdoor TOTALS 15 4,570,000.00 $286.39 TOTAL YTD 302,359,879.00 $82,942.39 32 306,929,879.00 $83,228.78 Page 21 of 97 Page 22 of 97 Report to City of SLO – TBID and PCC Public Relations Contract September 2024 PR ACTIVITY Implementation/Proactive Work Continued planning for SoCal Media Mission writer Brandon Hernandez'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 "Trendy Thrift Spots" and "ARTober" story ideas to Visit California Partnerships Planned and participated in Uniquely Driven SLO onboarding trip Began planning for ARTober Participated in Visit SLO 30/60/90 planning meeting Attended Visit SLO CAL Destination Summit Continued working on PR transition and onboarding of Uniquely Driven Worked with Uniquely Driven and the City to update Most Wanted Media List PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF SUCCESS How to Make a Successful Career Change 248,084.00 $98.22 Cultural MEDIA HOSTING EXTENDED WEEKEND GETAWAYS San Luis Obispo's Weekend Adventures Family MEDIA HOSTING IT'S CARMEN Things to Do in Downtown San Luis Obispo 9,000.00 $0.28 Family MEDIA HOSTING GATEHOUSE MEDIA Where are the best pumpkin patches near you in San Francisco, Sacramento and Los Angeles?17,000.00 $2.02 Family RESPONSIVE PITCHING VENTURA COUNTY STAR Where are the best pumpkin patches near you in San Francisco, Sacramento and Los Angeles? 307,000.00 $67.54 Family RESPONSIVE PITCHING YAHOO LIFESTYLE 25 of the USA's most underrated destinations 420,280,000.00 $34,344.70 Cultural YAHOO NEWS Looking for fall fun in SLO County? These 8 local farms let you pick your own pumpkins 420,280,000.00 $34,344.70 Family MSN California's Prettiest Towns, Ranked From Worst To Best 157,190,000.00 $15,444.86 Cultural YOURTANGO 18 Charming Places In America That Feel Just Like Europe 7,870,000.00 $620.88 Cultural MERCURY NEWS 25 of the USA's most underrated destinations 6,820,000.00 $3,955.38 Cultural WORLD ATLAS These 7 Towns in Pacfic Coast Have Bustling Main Streets 5,080,000.00 $305.33 Cultural FODOR'S TRAVEL A Wino's Guide to the 20 Best Wineries in California 1,920,000.00 $509.88 Beer/Wine TOP5 The 10 Best College Towns in America 1,370,000.00 $79.56 Cal Poly SUNSET San Luis Obispo, California 378,000.00 $109.67 Cultural LUXURY TRAVEL MAGAZINE How to Spend 48 Hours in SLO CAL 40,000.00 $9.99 SLO TRIBUNE Looking for fall fun in SLO County? These 8 local farms let you pick your own pumpkins 21,000.00 $2,668.27 Outdoor TOTALS 16 1,021,830,084.00 $92,561.28 TOTAL YTD 488,763,479.00 $100,219.42 48 1,510,593,563.00 $192,780.70 Page 23 of 97 Page 24 of 97 Aug July Aug 2023 2024 2024 Asia 0% Walk‐ins 7,086 6,022 5,948 Europe 77% Phone Calls 697 181 215 Australia/NZ 6% Emails & Digital 1,061 1,531 1,326 UK 12% N. America 5% C. America 0% Aug July Aug S. America 0% 2023 2024 2024 Calls 86 45 48 West Coast 20% Southwest 18% Midwest 37% Aug July Aug South 9% 2023 2024 2024 East Coast 16% Referrals 893 47 115 Northern CA 18% Central Coast 36% Aug July Aug Central Valley 8% 2023 2024 2024 Desert 2% Email 118 172 185 Southern CA 36% Phone Calls 397 129 146 Aug Aug Aug 2023 2024 2024 YTD Fulfilled N/A 92 VisitSLO.com 16 306 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) Starting the search for the next Visitor Center Manager 2) Welcoming our Summer Midweekend program attendees INFORMATION REQUESTS EVENTS SHARED REPORT TO CITY OF SLO ‐ TBID & PCC GUEST SERVICES CONTRACT AUGUST 2024 DEMOGRAPHIC SNAPSHOT International Travelers VISITOR INTERACTION CALLS TO 877‐SLO‐TOWN HOTEL REFERRALS HOTEL AVAILABILITY TRACKER Domestic Travelers California Travelers Page 25 of 97 Page 26 of 97 Sep Aug Sep 2023 2024 2024 Asia 3% Walk‐ins 6,283 5,948 5,011 Europe 44% Phone Calls 125 215 190 Australia/NZ 12% Emails & Digital 1,065 1,326 1,136 UK 23% N. America 11% C. America 0% Sep Aug Sep S. America 3% 2023 2024 2024 Calls 26 48 23 West Coast 17% Southwest 6% Midwest 35% Sep Aug Sep South 27% 2023 2024 2024 East Coast 15% Referrals 51 115 46 Northern CA 21% Central Coast 57% Sep Aug Sep Central Valley 3% 2023 2024 2024 Desert 1% Email 132 185 178 Southern CA 18% Phone Calls 325 146 153 Sep Sep Sep 2023 2024 2024 YTD Fulfilled N/A 57 VisitSLO.com 53 359 INFORMATION REQUESTS EVENTS SHARED REPORT TO CITY OF SLO ‐ TBID & PCC GUEST SERVICES CONTRACT SEPTEMBER 2024 DEMOGRAPHIC SNAPSHOT International Travelers VISITOR INTERACTION CALLS TO 877‐SLO‐TOWN HOTEL REFERRALS HOTEL AVAILABILITY TRACKER Domestic Travelers California Travelers VISITOR CENTER ACTIVATIONS None VISITOR CENTER HIGHLIGHTS 1) Welcomed & assisted Cal Poly families and students back to town. 3) Down to our finalists for Visitor Center Manager 2) Closed out Summer Midweekend program Page 27 of 97 Page 28 of 97 Agency Report ·August 2024 SLO-TBID Page 29 of 97 Agency Repor t August Activity &Performance What’s Ahead: ●Quarterly Marketing Plan FY24-25: Visit SLO - 30/60/90 Marketing Plan - FY24-25 Paid Media In August,Noble Studios proactively monitored and optimized paid media placements while managing a total monthly spend of $43,847. Paid Search In August,paid search drove 60,197 impressions (+223%YoY),4,600 clicks (+100%YoY),7.64% CTR (-38%YoY),a 52.43%conversion rate (+47%YoY),a $2.72 average CPC (-9%YoY)and 27,429 sessions (+573%YoY)while driving 1,908 hotel referrals (+220%YoY),125 homestay referrals (+4%YoY),and 481 things to do referrals (+501%YoY)at an 81%increase in cost YoY. Our SLO Awareness campaign is targeting high-level awareness search terms to drive additional consideration of the destination among travelers.This campaign has led to a significant increase year over year in paid search impressions and sessions,but due to the nature of awareness tactics, we see a decrease in click through rate year over year.Despite the decrease in click through rate,we continue to see YoY increases in conversions and partner referrals among travelers who do click through to VisitSLO.com. 2 Page 30 of 97 Paid Social |Evergreen Campaigns Paid social drove 935,795 impressions (+33%YoY),523,689 users reached (+70%YoY),and 19,439 clicks (+81%YoY)across Facebook and Instagram with a 2.08%CTR for FB/Instagram (+36%YoY)for 9,318 sessions (+100%YoY)while driving 90 hotel referrals (+4,400%YoY),25 Homestay referrals (+2,500%YoY),and 46 things to do referral (+4,500%YoY)at a 93%increase in spend YoY. Over the last several months we have been optimizing our campaigns to drive higher quality leads and improve conversion rates for our campaigns,while leaning into leveraging Instagram-specific placements and remarketing lookalike audiences. 3 Page 31 of 97 Display |Evergreen Campaigns Display drove 941,091 impressions (-18%YoY),5,224 clicks (-14%YoY),a 0.56%CTR (+5%YoY),a 0.69%conversion rate (+3%YoY)and 1,030 sessions (-78%YoY)while driving 9 hotel referrals (-10%YoY)and 2 things to do referrals (-33%YoY)at an 52%decrease in cost YoY. As Google transitions away from traditional static display ads,we expect to continue to see decreases in performance for these types of static ads.New ad formats such as Performance Max and Demand Gen ads allow Google to utilize machine learning and AI to improve performance by dynamically switching out headlines,descriptions,and other assets.We will continue to build out and shift budget to more dynamic ad placements to utilize these new tools and continue to drive higher levels of engagement and performance across the display networks. 4 Page 32 of 97 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)|Evergreen Campaigns Performance Max campaigns drove 29,410 impressions,3,393 clicks,a 11.54%CTR,a 30% conversion rate and 3,796 sessions while driving 59 hotel referrals,14 homestay referrals and 599 things to do partner referrals at a total spend of $735. PMAX Ad Examples: 5 Page 33 of 97 Demand Gen |Evergreen Campaigns Demand Gen campaigns drove 153,516 impressions,913 clicks,a 0.59%CTR,a 2.36%conversion rate and 602 sessions while driving 42 hotel referrals,15 homestay referrals,and 7 things to do partner referrals at a total spend of $1,197. Summer MidWeekend |July -August Summary:Summer MidWeekend campaigns drove a total of 8,037,528 impressions,64,204 clicks, an average 1.45%CTR,and a total of 24,463 sessions.These summer MidWeekend campaigns also drove a total of 712 Hotel Partner Referrals,2,992 MidWeekend Hotel Button Clicks,and 35 MidWeekend Itinerary button clicks at a total spend of $24,734. 6 Page 34 of 97 Paid Social |Summer MidWeekend Campaigns Paid social drove 1,163,283 impressions,343,088 users reached,and 20,127 clicks across Facebook and Instagram with a 1.73%CTR for FB/Instagram for 8,836 sessions while driving 54 hotel referrals,369 MidWeekend Hotel Button Clicks,and 9 MidWeekend Itinerary Button Clicks. 7 Page 35 of 97 Demand Gen |Summer MidWeekend Campaigns Demand Gen campaigns drove 783,705 impressions,21,338 clicks,a 2.72%CTR,a 2.81% conversion rate and 12,128 sessions while driving 579 hotel referrals,2,038 MidWeekend Hotel Button Clicks,and 21 MidWeekend Itinerary Button Clicks. Display |Summer MidWeekend Campaigns Display drove 6,090,540 impressions,22,739 clicks,a 0.37%CTR,a 0.82%conversion rate and 3,499 sessions while driving 79 hotel referrals,585 MidWeekend Hotel Button Clicks,and 5 MidWeekend Itinerary Button Clicks. Email Marketing August Newsletters In August,we sent one newsletter to all subscribers.The email focused on promoting the final week of the Summer MidWeekend deal.In August,our newsletter drove 1,132 sessions (-60%PoP),377 total partner referrals (-85%PoP),45 hotel referrals (-87%PoP),had an average engagement rate of 50%(-10%PoP),an average session duration of 2m 15s (-24%PoP),and an average pages/session of 3.27 (-31%PoP). Key Takeaway:Our final MidWeekend promo email in August had slightly lower engagement metrics and drove lower numbers of partner referrals compared to July,signaling that many users were not as able to take advantage of the MidWeekend promotion in the last week of the deal. 8 Page 36 of 97 August Newsletter Snapshot |Last Call for MidWeekend ●Send Date:Thursday,8/22/24 ●Audience Reached:All Newsletters Subscribers ●Recipients:23,845 ●Open Rate:48.7% ●Click Rate:2.0% ●Number of Website Sessions:450 ●Average Session Duration:2m 15s ●Average Engagement Time:58s ●Pages /Session:2.26 ●Engagement Rate:50.44% ●Total Partner Referrals:56 ●Total Lodging Referrals:45 9 Page 37 of 97 Search Engine Optimization (SEO)&Content Creation Organic search traffic decreased 17%period-over-period and increased 41%year-over-year. Organic search generated 1,335 hotel partner referrals (+116%YoY),67 homestay partner referrals (+34%YoY),and 2,711 things to do referrals (+70%YoY).YoY Average Engagement Time increased by 13%,and pages per session increased by 6%. Page 1 keywords increased to 4.9K (+38%YoY),and total keywords increased to 27.8K (+63% YoY).In August we optimized the San Luis Obispo Airport and Mission San Luis Obispo 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. 10 Page 38 of 97 Website In August,the website saw 101,918 total sessions (+142%YoY).The highest engagement rates came from organic search,organic social,and cross-network traffic.Across the website in August we saw an average of 1.85 pages per session (-13%YoY)and an average engagement time of 0:32 (-17%YoY).In August we saw 5,143 Hotel Referrals (+195%YoY),310 Homestay referrals (+28% YoY),and 4,161 Things to Do referrals (+114%YoY). 11 Page 39 of 97 MRO Updates: ○WP Core updated to 6.6.1 ○Plugins and Updates ■ACF Pro ■Gravity Forms ■Permalink Manager ■Redirection ■Relevanssi Premium ■Events Calendar ■Events Calendar Pro ■Community Events ■Yoast SEO ■WP Mail SMTP ○Theme Updates Web Retainer &Creative Services Monthly Progress Task Hours Accomplishments Monthly Maintenance, Coordination,and Management 3.5 Media Page updates,helping Anna with some updates,Stakeholder additions 12 Page 40 of 97 Creative Services Recap of FY23-24 Creative Services Hours With our new FY24-25 Retainer in place,a new budget of 150 hours of Creative Services for any ad hoc request will be available.Additionally,Noble Studios is working closely with City Staff to ensure a rollover of remaining hours from FY23-24. 13 Page 41 of 97 Monthly Progress Task Hours Accomplishments Monthly Maintenance,Coordination, and Management -July 30.75 Cal Poly Ad updates,K4T video Monthly Maintenance,Coordination, and Management -Aug 36 Lodging Ad updates,Cal Poly Ad updates, Wrapping up K4T video,B-roll for PR spot PR And Media Relations In August,our pitching efforts focused on leveraging the CNN Travel article naming SLO as “One of America’s Best Towns to Visit,”as well as developing Visit SLO's strategic public relations plan.A key component of this was the development of a Media Tiers Guide for the team to use when assessing media opportunities,especially FAM Trip requests.This guide will help to prioritize media outreach efforts and press trip requests so there is a framework for how opportunities are vetted and approved ensuring that the impressions and circulation are not the only barometers considered. This guide offers a structured approach to vetting and approving opportunities,prioritizing outreach based not only on impressions,circulation,and unique visitors,but also on targeted niche audiences,including multiethnic groups and key fly markets. 14 Page 42 of 97 Below is a breakdown of media efforts,including pitch angles,ongoing media conversations and other activities for August: ●KUNS-TV /KOMO News -UVM 2,251,283 ○Molly Cano,Economic Development &Tourism Manager,City of San Luis Obispo, was featured on KUNS-TV (affiliate of the CW in Seattle -the ARC Seattle program) ■The segment was over 5.5 minutes and featured b-roll of the destination. ■Interview segment highlighted: ●Why SLO was the perfect place for late summer travel ●Tips for planning a trip to SLO (including a mention of the MidWeekend promotion) ●New and must see attractions ●Arts,culture and sustainability initiatives ○A link to the segment can be found here. Proactive Pitch Angles: ●“Named One of America’s Best Towns to Visit by CNN Travel” ●“Learn About A CNN Top Travel Destination For Late Summer” ●“San Luis Obispo:A Top Undiscovered Destination” New Media Opportunities To Be Reviewed For Approval: ●Martie Bowser,DETOUR Magazine,Arts &Black culture,foodie destination ●Christina Silvestri,Arizona Foothills Magazine,History,dining,SLO life ●Carolyn Steere,Destination I Do,Wedding destination,wine and dining ●Rosa Gamazo,Telecinco,Luxury hotel and destination feature Other Activities: ●Finalize MWML Tiers Document ●Finalize comprehensive PR plan aligning with two-year marketing objectives. ●Planning for upcoming FAM/Immersion trip for the Uniquely Driven Team (Sept.10 -13) 15 Page 43 of 97 Page 44 of 97 Agency Report ·September 2024 SLO-TBID Page 45 of 97 Agency Repor t September Activity &Performance What’s Ahead: ●Quarterly Marketing Plan FY24-25: Visit SLO - 30/60/90 Marketing Plan - FY24-25 Paid Media In September,Noble Studios proactively monitored and optimized paid media placements while managing a total monthly spend of $64,450. Paid Search In September,paid search drove 32,768 impressions (+25%YoY),4,414 clicks (+34%YoY),13.47% CTR (+7%YoY),a 57.45%conversion rate (+43%YoY),a $3.30 average CPC (-26%YoY)and 4,195 sessions (+52%YoY)while driving 1,831 lodging referrals (+95%YoY)and 295 things to do referrals (+273%YoY)at a 1%decrease in cost YoY. Paid search campaigns in September delivered significant year-over-year improvements in key metrics.Despite a slight decrease in cost,the campaigns generated more impressions,clicks and referrals,demonstrating improved efficiency and effectiveness.This is largely attributable to factors like optimized ad copy,refined keywords,and improved landing pages. 2 Page 46 of 97 Paid Social |Evergreen Brand Campaigns Paid social drove 1,471,567 impressions (-18%YoY),723,757 users reached (+1%YoY),and 29,106 clicks (+12%YoY)across Facebook and Instagram with a 1.98%CTR for FB/Instagram (+3%YoY) for 12,291 sessions (+14%YoY)while driving 75 lodging referrals (+56%YoY),and 46 things to do referral (+2,400%YoY)at a 5%increase in spend YoY. Paid social campaigns in the past year saw a decrease in impressions but an increase in clicks, sessions,and referrals,indicating improved targeting and engagement.While the overall spend increased slightly,the optimized targeting and use of lookalike audiences contributed to higher conversion rates and positive engagement metrics.Last year,we launched a “Harvest on the Coast” event-specific campaign which did not return this year and likely contributed to the decrease in impressions. Display |Evergreen Campaigns Display drove 1,257,377 impressions (-31%YoY),8,888 clicks (-1%YoY),a 0.71%CTR (+43%YoY), a 0.79%conversion rate (+41%YoY)and 2,466 sessions (-78%YoY)while driving 22 lodging referrals (-41%YoY)and 8 things to do referrals (+60%YoY)at a 39%decrease in cost YoY. As Google transitions away from traditional static display ads,we expect to continue to see decreases in performance for these types of static ads.New ad formats such as Performance Max and Demand Gen ads allow Google to utilize machine learning and AI to improve performance by dynamically switching out headlines,descriptions,and other assets.We will continue to build out 3 Page 47 of 97 and shift the budget to more dynamic ad placements to utilize these new tools and continue to drive higher levels of engagement and performance across the display networks. This graph shows PoP data as YoY comparisons within the GA4 dashboard are not available,as GA4 was implemented less than one year ago. Performance Max (PMAX)|Evergreen Campaigns Performance Max campaigns drove 31,185 impressions,3,660 clicks,an 11.74%CTR,a 32% conversion rate and 3,614 sessions while driving 73 lodging referrals and 677 things to do partner referrals at a total spend of $1,123.58. PMAX Ad Examples: Demand Gen |Evergreen Campaigns Demand Gen campaigns drove 83,118 impressions,1,620 clicks,a 0.71%CTR,a 6.43%conversion rate and 763 sessions while driving 55 lodging referrals and 5 things to do partner referrals at a total spend of $1,818.89. 4 Page 48 of 97 Search Engine Optimization (SEO)&Content Creation Organic search traffic decreased 20%period-over-period and increased 13%year-over-year. Organic search generated 870 hotel partner referrals (+17%YoY),34 homestay partner referrals (-55%YoY),and 1,977 things to do referrals (+48%YoY).YoY Average Engagement Time increased by 3%,and pages per session increased by 6%. Page 1 keywords increased to 5K (+38%YoY),and total keywords increased to 29.5K (+58%YoY). In September we performed technical updates and prompted a new page for San Luis Obispo Weather.We are continuing to monitor SEO performance across all of our pages and are seeing great organic improvements across the board. 5 Page 49 of 97 Website In September,the website saw 67,620 total sessions (+13%YoY).The highest engagement rates came from organic search,organic social,and cross-network traffic.Across the website in September we saw an average of 1.9 pages per session and an average engagement time of 0:34 (-4%YoY).In September we saw 3,680 Hotel Referrals (+51%YoY),232 Homestay referrals (-23% YoY),and 3,548 Things to Do referrals (+115%YoY). 6 Page 50 of 97 MRO Updates: ○WP Core updated to 6.6.2 ○Plugins and Updates ■ACF Pro ■Permalink Manager ■Safe SVG ■Events Calendar ■Events Calendar Pro ■Community Events ■Gravity Forms Mailchimp ■Safe SVG ■Yoast SEO ■Relevanssi Premium ○Theme Updates ■PHP errors fixed ■Block icons added ■Block previews started ■New block categories for easier location 7 Page 51 of 97 Web Retainer &Creative Services Monthly Progress Task Hours Accomplishments Monthly Maintenance, Coordination,and Management 1.5 Stakeholder &Chamber updates 8 Page 52 of 97 Creative Services With our new FY24-25 Retainer in place,a new budget of 100 hours of Creative Services for any ad hoc request will be available.Additionally,Noble Studios has rolled over 70h from FY23-24. Monthly Progress Task Hours Accomplishments Monthly Maintenance,Coordination, and Management -Sept 33.75 SLO CAL Spartan Race Co-Op Assets (Socks &Ads),Midweekend Infographic update 9 Page 53 of 97 PR And Media Relations In September,the Uniquely Driven team had the opportunity to visit San Luis Obispo on a team FAM trip to explore and learn more about the destination.The team explored the following locations and attractions: ·Apple Farm Inn (Lodging for 3 nights) ·Saints Barrel ·Mistura ·Sunrise hike at Cerro San Luis Lemon Grove Loop ·Seeds ·SLO Museum of Art ·History Center of San Luis Obispo Country ·Mission San Luis Obispo de Tolosa ·Mission Plaza ·Bubblegum Alley ·SLO Arts District ·Wolff Vineyards ·Open sidecar ride with Third Wheel Tours ·Center of Effort Vineyard ·Treatments at SLOCO Health +Wellness ·Craft House &Kitchen ·Madonna Inn ·Ebony ·E-Bikes ·Duncan Alley ·Luna Red ·Farmers’Market ·Nate’s on Marsh This visit provided a deeper understanding of the unique attributes that SLO offers,allowing the team to further refine and build story lanes laddering back to the strategic Marketing &Business Plan. Since the team’s visit,we’ve continued to leverage seasonal media interests and the acknowledgment of SLO by CNN Travel.Throughout this last month,our pitching efforts have led to increased interest and press trip inquiries from a variety of media outlets,including national, regional,and interest based media.We’re also excited about the number of minority publications that are interested in learning about SLO that we continue to work with on story development as well as FAM trip interest. 10 Page 54 of 97 Below is a breakdown of media efforts,including proactive pitching,ongoing media conversations and other activities for September: Proactive Pitch Angles: ●“Named One of America’s Best Towns to Visit by CNN Travel” ●“San Luis Obispo:A Top Undiscovered Destination” ●“Off Peak Time Travel to California” ●“Winter Escape to the Central Coast” ●“Get Away and Unwind from Stressmas” ●“Christmas in SLO”push San Luis Obispo being the central point of all the other experiences ●“Why Wait until Spring Break,Take Advantage of Winter Break with Kids” Current Media Conversations: ·Sacramento Bee,UVM –2,185,317 –We are working with the writer on a story highlighting the local farmers’market and farm-to-table restaurants in SLO. o Restaurants and a quote from Jacqui were submitted for potential inclusion. ·AARP,UVM –15,386,008 –We are working with the reporter on a round-up story focused on local pumpkin patches and seasonal activities o Information about Avila Valley Barn,Avila Beach Wine Trail,and the Bob Jones hiking trail was submitted for potential inclusion. ·MSN,UVM –125,576,242 /Fodor’s Travel,UVM –2,641,983 /Essence,UVM –2,035,079 –We are speaking with a writer who is very interested in writing a story about SLO and a potential press trip opportunity. ·Forbes,UVM –99,621,955 /Flipboard,UVM –1,286,071–We are working with a writer based in the bay area who is looking at doing a story on SLO and creating social content on its food scene,cocktails,and SLO as a hidden gem getaway. ·Forbes,UVM –99,621,955 /Slow Living Kitchen,UVM –5,370 –We are working with a freelance reporter/photographer on a potential food feature on SLO. Pending Press Trips: ●Martie Bowser,DETOUR Magazine:UVM 250,000 -Ar ts &Black culture,foodie destination ○Confirmed for November 19 –22. ●Christina Silvestri,Arizona Foothills Magazine:UVM 26,039 -History,dining,SLO life 11 Page 55 of 97 ○TBD;will confirm travel date in October for the end of January or early February. ●Rosa Gamazo,Telecinco Spanish media:UVM 4,976,592 -Luxury hotel and destination feature ○Requested FAM in July /December;reporter based in LA /Madrid;In the works of setting up a visit in 2025. Other Activities: ●Finalized the PR plan that aligns with the two-year marketing strategy and objectives. ●Collaborating with the Noble team to enhance the media page,specifically by introducing a gated gallery that will track which media outlets are downloading content. ●Working on additional activity /itinerary options for the media center. 12 Page 56 of 97 August 2024 SLO TBID - SHARESLO ORGANIC SOCIAL REPORT Date: 09/04/24Page 57 of 97 Followers: 34,031 ( 2%) Total Net Growth: 653 Total Posts: 273 Total Impressions: 731,384 ( 59%) (includes both organic & paid) Total stories: 251 Total Engagements: 13,086 ( 8.5%) Engagement Rate: 1.8% ( 42%) INSTAGRAM TOP POSTS: In August, we saw an increase in followers and total impressions. Our impressions increased due to successful reels having incredible reach to new accounts. The two top reels for the month each had over 55% of their reach to non-follower accounts. Our engagement rate decreased due to the influx in impressions, although 1.8% is still within the window of success on this platform. Page 58 of 97 Page Followers: 96738 ( 0%) Total Net Audience Growth: -13 Total Posts: 18 Total Impressions: 1,444,491 ( 34%) Total Organic: 34,801 ( 12%) Total Engagements: 1,010 ( 8.9%) Engagement Rate: .1% ( 0%) FACEBOOK TOP POSTS: In August, we continued to mirror from Instagram for all posts. We saw an increase in total and organic impressions, as well as engagements. As suspected last month, the engagement rate stayed level in August after the 103% spike in impressions the previous month. Both IG and FB had the same top post for the month due to hopping on a trend in a timely manner. NOTE: On September 16, Meta will be deprecating several Facebook metrics due to the data becoming unreliable and challenging to support. Sprout is working to minimize the adverse impacts of these changes.Page 59 of 97 Followers: 1,274 ( 7.9%) Followers Gained: 94 Post Views: 7K ( 38%) Profile Views: 156( 3%) Likes: 245 ( 49%) Shares: 41 ( 34%) Comments: 30 ( 131%) Total Viewers: 3.8K ( 29%) In August, we saw an increase in followers and comments. Our videos are beginning to gain more views per video, hopefully over 1k views on average per video in the next couple months. We saw a decrease in total viewers, likes, and shares due to the viral Tiktok that is losing traction. Our traffic is coming from 47% in-app searches and 45.5% through For You Page discoverability. TOP POSTS: TIKTOK Page 60 of 97 Total Audience: 372 Total Net Growth: 13 Total Posts: 4 Impressions: 1,031 ( 142%) Engagements: 65 ( 54.8%) Engagement Rate: 6.3% ( 36%) LINKEDIN TOP POSTS: In August, we saw an increase in audience, impressions, and engagements. Our engagement rate decreased, but remained above 4% - the high end of the standard of success range. Page 61 of 97 Total Posts: 3 Story Views: 1.2K ( 0%) Story Impressions: 636 ( 14%) Interaction Rate: 72.5% ( .7%) (Average Rate: 67%) Completion Rate: 65 % ( .9 %) (Average Rate: 52%) CA TRAVEL STORIES - CROWDRIFF TOP POSTS: In August, we saw an increase in story impressions and completion rate. This means more people watched our content all the way through than in the previous months. We saw a slight decrease in interaction rate, which means fewer users clicked on our links or sent to a friend. Page 62 of 97 Total Posts: 3 Impressions: 2.01k ( 6%) Engagements: 101 ( 7%) Outbound Clicks: 2 ( 33%) Saves: 24 ( 50%) Total Audience: 1.25k ( 11%) Engaged Audience: 78 ( 14%) PINTEREST In August, we posted three times 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. This month we tried posting at a higher frequency than previously and including posts about current promotions. Page 63 of 97 WHAT WE WORKED ON THIS MONTH: -Summer MidWeekend Campaign -MidWeek Activities in SLO Reel (10.5k Views) -Downtown Summer Spending Program -Tri-Weekly Stories Updates / Updated Highlights, FAQ - 16 Reels in Total - New Park in SLO ( 24.9k Views) -Duncan Alley Hidden Gem (19.4k Views) -11 collaboration partners including @SLOCAL, @sanfranciscobucketlist, @hotelcerro -Successfully Hopped on Social Media Trend on multiple platforms (57.5k Views & Growing) -Demure Reel ( Gained 120 followers) -Ticket Tuesdays (Sunset Drive-In & Cal Poly Arts) -Local Events, Keys for Trees, Indie Shops in SLO, Gen-X Guide to SLO, Bachelorette Weekend in SLO, CNN Best Town Feature, IPAs in SLO Page 64 of 97 SEPTEMBER’S FOCUS: -California Wine Month -Tasting Rooms in SLO -Anderson Hotel End-of-Construction Feature -What’s New in SLO -New Art Installations in SLO -New Community Hub (SLO Ranch Farms) -Hispanic Heritage Month -How to Celebrate Reel -Fall Season in SLO / Downtown SLO Fall Fest -Family-Friendly Itinerary Reel -International Bacon Day, Quesadillas in SLO, Breakfast Spots -The Millennial Guide to SLO Reel -Ticket Tuesdays, Gear Up for ARTober Page 65 of 97 Page 66 of 97 September 2024 SLO TBID - SHARESLO ORGANIC SOCIAL REPORT Date: 10/09/24Page 67 of 97 Followers: 34,581 ( 1.6%) Total Net Growth: 550 Total Posts: 177 Total Impressions: 894,542 ( 22%) (includes both organic & paid) Total stories: 156 Total Engagements: 10,106 ( 23%) Engagement Rate: 1.1% ( 39%) INSTAGRAM TOP POSTS: In September, we saw success in reels being our top performers! We saw an increase in followers and impressions, although a slight decrease in engagements and engagement rate. This is due to our highly successful reel in August (very demure) gaining more heavy traction. Instead of having one reel being highly successful we saw 50% of our reels get between 12.5k - 25.1k views, which is consistent growth. Page 68 of 97 Page Followers: 96,986 ( .3%) Total Net Audience Growth: 320 Total Posts: 18 Total Impressions: 985,430 ( 32%) Total Organic: 65,896 ( 89%) Total Engagements: 1,398 ( 38%) Engagement Rate: .1% ( 0%)* FACEBOOK TOP POSTS: In September, our top posts were cutting edge/new developments in the community and a fun fact post. These themes on this platform have showed time and time again to be top performers. Our followers and engagements increased this month with our engagement rate staying the same because of the decrease in impressions. Our organic impressions actually increased greatly, but the lack of paid ads running & the success of the demure video (compared to the previous month) lowered our overall impressions. *NOTE: Sprout is working to minimize the effects of Meta deprecating some metrics recently. We’re seeing discrepancies in data, so to be safe, we’ve calculated these metrics by hand. Page 69 of 97 Followers: 1,353 ( 6.5%) Followers Gained: 82 Impressions: 12,847 ( 81.7%) Engagement: 286 ( 9.5%) Engagement Rate: 2.2% ( 50.2%) Video Views: 12,847 ( 81.7%) In September, we got Tiktok on Sprout Social so we now have more useful analytics to present compared to what is available directly in the platform. We saw an increase in followers, impressions and video views this month. Our engagements have decreased due to the semi-viral Tiktok that got 50.9k reach over the last couple months. We saw our Fall Tiktok get 8k views, which is our highest grossing video besides the one that went viral. TOP POSTS: TIKTOK Page 70 of 97 Total Audience: 389 Total Net Growth: 17 Total Posts: 4 Impressions: 588 ( 43%) Engagements: 51 ( 21.5%) Engagement Rate: 8.67% ( 38%) LINKEDIN TOP POSTS: In September, we saw an increase in followers. We saw a decrease in impressions due to a 142% spike in impressions in August. Our engagement rate increased because our engagements and impressions are going back down to our baseline. Our engagement rate is over twice the industry standard of success! Page 71 of 97 Total Posts: 2 Story Views: 995 ( 17%) Story Impressions: 1k ( 57%) Interaction Rate: 69.5% ( 4.1%) (Average Rate: 67%) Completion Rate: 62 % ( 4.6%) (Average Rate: 52%) CA TRAVEL STORIES - CROWDRIFF TOP POSTS: In September, we tested to see how full video would perform. It was not successful which will affect this month’s analytics, but we are happy to have tested, so we know moving forward. Our impressions still increased due to the other successful story this month and our interaction rate and completion rate are still above standard average. Page 72 of 97 Total Posts: 2 Impressions: 1,693 ( 15%) Engagements: 71 ( 29.7%) Outbound Clicks: 2 ( 0%) Saves: 14 ( 42%) Total Audience: 1.09k ( 13%) Engaged Audience: 52 ( 33%) PINTEREST In September, 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. This month we tried posting an itinerary- focused pin and an upcoming event. The upcoming event did not perform, but the itinerary focused pin did. We will take this information into the upcoming month. TOP POSTS: Page 73 of 97 WHAT WE WORKED ON THIS MONTH: -Quick Execution of Anderson Hotel End-of-Construction Feature -Reel (11.1k Views, 276 Interactions) -California Wine Month -Cali Wine Month Begin Reel, Wine Tasting Rooms in SLO - 14 Reels in Total -Fall in SLO (25.1k Views) - SLOCAL Collab (21.3k Views) -Millennial Guide to SLO (14k Views) -Ticket Tuesdays (@fremontslo & @slobrewlive) -Hispanic Heritage Month Round-Up, Family Friendly SLO Round-Up -Fall Tiktok Hit 8k, Huge Success! -Shared New Community Developments -SLO Ranch Farms & Marketplace, New Art Installations in SLO -Upcoming Events, Launched ARTober Page 74 of 97 OCTOBER’S FOCUS: -ARTober, Arts & Humanities Focus -Event Round-Ups (Plays, Concerts, Museums, etc.) -Seasonal Posts / Autumn To-Dos -Lodging Specific Posts -Hotels w/ Restaurants Reel -Hotels w/ Cal Poly Deals for Parents Weekend -Boomers’ Guide to SLO Reel, Sustainability is Stylish Reel -Ticket Tuesday -Autumn Soiree & Night Owl Pottery Class -Mountain Biking Trails in SLO, Best Sunset Spots in SLO -International Women in Small Business Month Feature -Coffee in SLO Reel, Pasta in SLO Reel -Spartan Race Promo, Halloween at Farmers’ Market -Gear Up for Holidays in San Luis Obispo Page 75 of 97 Page 76 of 97 VisitSLO.com/newsletter 26.8% Social Media 20.6% Other/Previous Years 15.5% SLO TBID Property 12.4% Word of Mouth 12.4%Cal Poly 12.4% 2 0 2 4 R E S U L T S To help drive weekday, off season summer stays in the city of San Luis Obispo, the Visit SLO MidWeekend campaign offered an incentive of $100 cash for guests who booked a minimum stay of 2 nights at any qualified SLO TBID property between July 1 – August 31, 2024. 30%70% 21%79% KEY STATS 194 Total Number of Qualified Entries 462 Total Room Nights Booked 2.4 Average Length of Stay $90,588 In Room Revenue 94% *Return On Investment Yes No First time staying in SLO Yes No $19,000 in cash incentives and giveaway + $27,500 in media spend for a total return of $43,788 Sou t h e rn CA C ent ra l V a l l ey / Inla n d E mpi r e C e n t ra l C o a s t N o rt h e r n CA O u t o f S t at e 34% 28% 16% 11% 12% 89% OF P ARTICIPANTS FROM CALIFORNIA July 1-6 July 7-13 July 14-20 July 21-27 July 28-Aug 3 Aug 4-10 Aug 11-17 Aug 18-24 Aug 25-31 0 10 20 30 40 50 0 10 20 30 40 50 60 Sunday Monday Tuesday Wednesday Thursday Friday Saturday Page 77 of 97 Page 78 of 97 1 SLO Happenings Event Promotion Sponsorship APPLICATION EVENT NAME: Mission Prep Christmas Classic EVENT DATE(S): December 19-23 EVENT VENUE LOCATION: 682 Palm Street, San Luis Obispo EVENT WEBSITE URL: mcpchristmasclassic.com EVENT ORGANIZATION: Mission College Prep High School ____Non-Profit ____For Profit ORGANIZATION ADDRESS:_682 Palm Street, San Luis Obispo WEBSITE URL: missionprep.org ORGANIZATION’S PHONE NUMBER: 805-543-2131 POINT OF CONTACT: Terrance Harris POSITION/TITLE: Basketball Coach and Tournament Director PHONE NUMBER: 805-748-9075 EMAIL: terrancel.harris@yahoo.com IS APPLICATION WRITER DIFFERENT FROM LISTED POINT OF CONTACT: ___SAME ___DIFFERENT *Please add application writer’s contact information here if different: FOR INTERNAL USE ONLY Application Date: Application Status: Committee Review Date: Total Net Score: # of Room Nights Requested: Estimated $ Hosted: Requested group/individual hosted: Committee Notes: Page 79 of 97 EVENT QUESTIONS 1. Event Description: The Mission Prep Christmas Classic is a premier high school basketball tournament. For the last 25 years, we have had the pleasure of hosting teams from across the country and even a few international teams for this tournament. The tournament has been successful for a few key reasons. There is quality competition, great hospitality, and people love the location on the central coast. This is a destination tournament because of our destination location. In order to attract teams to this tournament, we end up helping teams with their travel accommodations. This is a sticking point for many of the teams we have been able to attract, including a high school team from Germany this year. Over the years, the tournament has played host to dozens of players that have gone on to play professional sports including names like James Harden, Jared Goff, Jdru Holiday (and his brothers Justin and Aaron), Demar Derozen, Jalen Green, and the list goes on. Fans from around the central coast attend this event and have told us that it is their favorite sporting event in the area. This year we will have teams from the San Diego area, Bakersfield, Fresno, Santa Barbara, Los Angeles, Sacramento, and Germany. 2. Describe how you track your event, success and attendees (ticket sales, actual event attendance, attendee demographics, survey of event satisfaction, etc.) We sell daily tickets as well as tournament passes. 3. Provide information on event ticketing (ticket requirement, price range, ticket platform used, etc.). Tickets range from $5 for seniors and students to $10 for adults. 4. Describe your event’s target audience (including but not limited to age, interests, area of residence, household income, families/couples, etc.). the target audience is sports fans from the area as well as fans and family who travel with the teams. We typically have students from local high schools and their families attend this tournament even when their schools are not playing. We will also have general members of the community who attend. All of the teams who travel traditionally bring fans with them which makes for a great atmosphere. 5. Historical event attendance (n/a if first time event. An annual event with a new series, speaker, team, musician or show does not constitute as a new event) Over the course of the four days of last year’s tournament, we had approximately 4,000 in attendance. In addition, there is a significant amount of website and live stream activity around this tournament. For the last cycle, we had 9,200 website views and an additional 7,700 YouTube live stream views. This means that in addition to the in person traffic, the sponsorship would provide prominent viewing opportunities for your organization. Page 80 of 97 6. Historical percentage of in-county versus out-of-area event attendees (must equal 100%) • 20% of Local/In-County Event Attendees • 80% of Out-of-Area Event Attendees (Resides 50+ miles outside of San Luis Obispo) • ___ n/a New startup event 7. Expected total number of event attendees: *the numbers provided are in relation to the visiting teams. The majority of these teams will be coming from out of town and have historically done so. The fan base is a bit harder to determine as there are a good mix (though not specifically documented) from both within the community and from the traveling teams. 8. Expected percentages of in-county and out-of-area event attendees • 10% of Local/In-County Event Attendees • 90% of Out-of-Area Event Attendees (Resides 50+ miles outside of San Luis Obispo) 9. Have you requested funding from other organizations/entities: _X__Yes ___No • If yes, please provide the names of these organizations and funding entities: We do request sponsorship in a number of ways from businesses within the community. 10. What are you willing to offer the City and TBID members in exchange for the in-kind hosted lodging sponsorship for your event. SELECT ALL That APPLY _X__ Exclusive lodging partnership _X__ Promotion for event attendees tied to SLO lodging _X__ Complimentary tickets for additional promotional use _X__ Other 11. Please provide any additional information on what sets your event apart from others taking place in San Luis Obispo: While there are plenty of sports tournaments, none have had the level of attention for a broad audience as ours. In addition, we have several teams that are coming from areas that make them likely to be repeat visitors to the San Luis Obispo area. Our tournament has a large number of high school students who will play in our downtown location, and subsequently walk around, shop, and eat in the downtown area bringing an added economic impact to the community. We require teams to stay in our hotels, and their parents follow meaning hotel occupancy during a traditionally slower time of the year helps sustain some of the local hotels. 12. Hosted Lodging Plan -please provide a robust and complete plan for the option(s) applying for. Attach additional pages or supporting documents to support the hosted lodging plan and request. Page 81 of 97 a. Media a. Estimated # of Rooms Requested:____ b. Estimated # of Nights Requested/Room: ___ c. Estimated $ Amount Requested:_____ d. Lodging/Room Type Specifics or Requests: __________________________________________________ e. Who will be hosted: _______________________________________________________ f. Benefit of hosting: b. Event Speakers/Influencers a. Estimated # of Rooms Requested: 90- 100 b. Estimated # of Nights Requested/Room: 4-5 c. Estimated $ Amount Requested: 15,000 d. Estimated # of Teams Hosted: 12 e. Lodging/Room Type Specifics or Requests: Double Queens f. Who will be hosted: Multiple visiting teams g. Benefit of hosting: Many of these teams would not attend our tournament if we were not able to help them with lodging. They would attend other tournaments in other areas who are able to take care of this aspect. Page 82 of 97 Tourism Business Improvement District Board MARKETING COMMITTEE MINUTES Monday, August 19, 2024, 11:30 a.m. City Hall, 990 Palm Street, San Luis Obispo Marketing Committee Members Present: Member Lori Keller, Member Sandy Sandoval, Chair Lydia Bates City Staff Present: Economic Development & Tourism Manager Molly Cano, Tourism & Community Promotions Manager Jacqui Clark-Charlesworth, 1. CALL TO ORDER The August Marketing Committee Meeting was called to order on August 19, 2024, at 11:30 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Bates. 2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA Public Comment: None --End of Public Comment-- 3. REVIEW STRATEGIC MARKETING & BUSINESS PLAN (90 MIN) Staff and contractors presented the draft of TBID’s 2024-26 Strategic Marketing & Business Plan. Marketing Committee members provided input on content and design with a recommendation for final adoption by the full Board at their next meeting. 4. ADJOURNMENT Meeting was adjourned at 1:09 p.m. Page 83 of 97 Page 84 of 97 Tourism Business Improvement District Board MARKETING COMMITTEE MINUTES Wednesday, September 25, 2024, 9:30 a.m. City Hall, 990 Palm Street, San Luis Obispo Marketing Committee Members Present: Member Sandy Sandoval, Chair Lydia Bates City Staff Present: Economic Development & Tourism Manager Molly Cano, Tourism & Community Promotions Manager Jacqui Clark-Charlesworth, 1. CALL TO ORDER The September Marketing Committee Meeting was called to order on September 25, 2024, at 9:30 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Bates. 2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA Public Comment: None --End of Public Comment-- 3. FY2024-25 PAID MEDIA BUDGET UPDATE (30 MIN) Noble Studios present an update to the paid media budget and strategy which was adopted at the last TBID Board meeting. 4. THE SLO LIFE COACH STRATEGY (60 MIN) Noble Studios presented three budgetary options for “the SLO Life Coach”, the next evolution of Visit San Luis Obispo’s brand campaign. Marketing Committee decided to move forward with recommending budget option 3 of $175,000 with $75,000 coming from current planned production budget and $100,000 to come from TBID’s fund balance. 5. ADJOURNMENT Meeting was adjourned at 10:45 a.m. Page 85 of 97 Page 86 of 97 Tourism Business Improvement District Board MANAGEMENT COMMITTEE MINUTES Thursday, August 22, 2024, 10:30 a.m. City Hall, 990 Palm Street, San Luis Obispo Management Committee Members Present: Member Prashant Patel, Member Winston Newland, Vice Chair Clint Pearce City Staff Present: Tourism & Community Promotions Manager Jacqui Clark- Charlesworth 1. CALL TO ORDER The August Management Committee Meeting was called to order on August 22, 2024, at 10:35 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Vice Chair Pearce. 2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA Public Comment: None --End of Public Comment-- 3. EVALUATE CONSULTANT PROPOSALS FOR STRATEGIC PLAN (30 MIN) Tourism & Community Promotions Manager Jacqui Clark-Charlesworth presented an overview of the two proposals received, Whereabout and Resonance. The committee decided to move forward with Whereabout as their recommendation largely due to a more cost efficient proposal. 4. REVIEW DRAFT TBID ANNUAL REPORT (60 MIN) Tourism & Community Promotions Manager Jacqui Clark-Charlesworth and Hayley Corbett, Noble Studios presented the Draft Annual Report for FY 2023-24 and discussed minor edits and adjustments with the committee. Management Committee recommended approval to the full Board at their next meeting. 5. ADJOURNMENT Meeting was adjourned at 11:35 a.m. Page 87 of 97 Page 88 of 97 Tourism Business Improvement District Board MANAGEMENT COMMITTEE MINUTES Thursday, September 26, 2024, 10:30 a.m. City Hall, 990 Palm Street, San Luis Obispo Management Committee Members Present: Member Prashant Patel, Member Winston Newland, Vice Chair Clint Pearce City Staff Present: Tourism & Community Promotions Manager Jacqui Clark- Charlesworth 1. CALL TO ORDER The September Management Committee Meeting was called to order on September 26, 2024, at 10:30 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Vice Chair Pearce. 2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA Public Comment: None --End of Public Comment-- 3. STRATEGIC PLAN PROCESS (30 MIN) Stacy Humphrey, Whereabout and Tourism & Community Promotions Manager Jacqui Clark- Charlesworth presented an overview of the survey and timeline for the 2025-2030 Strategic Plan update. Minor suggestions to the survey were offered and the committee approved for implementation. 4. ADJOURNMENT Meeting was adjourned at 11:15 a.m. Page 89 of 97 Page 90 of 97 1 Promotional Coordinating Committee Minutes September 11, 2024, 5:30 p.m. City Hall, 990 Palm Street, San Luis Obispo PCC Members Present: Committee Member 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 September 11. 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 Wolf Second By Committee Member Wang To approve Consent Items 3.a to 3.f. Ayes (6): Committee Member Forsberg, Committee Member Thomas, Committee Member Wang, Committee Member Wolf, Vice Chair Lerian, and Chair Welch Absent (1): Committee Member Bates CARRIED (6 to 0) 3.a MINUTES OF THE REGULAR MEETING ON AUGUST 14 Page 91 of 97 2 3.b 2023-24 COMMUNITY PROMOTION BUDGET REPORT 3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT 3.d SLO CHAMBER GUEST SERVICES REPORT 3.e SLO CHAMBER GRANT SUPPORT REPORT 4. PRESENTATIONS 4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE Hollie West, SLO Chamber provided the report on public activities that occurred over the past month. 5. BUSINESS ITEMS 5.a ARTOBER Tourism & Community Promotions Manager Jacqui Clark-Charlesworth presented the staff report and responded to inquiries. Public Comment: None --End of Public Comment-- Motion By Committee Member Wang Second By Vice Chair Lerian To approve the ARTober program plan and approve the budget of $25,000 to come from Community Placemaking & Recovery Projects line item. 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) 6. PCC LIAISON REPORTS AND COMMUNICATION 6.a CACP LIAISON REPORT – Liaison Assignments Committee Member Thomas reported he went to SLO Overdose Awareness Day. Committee Member Fosberg reported on the Monday Club 100th Anniversary event. Vice Chair Lerian reported on the SLO Arts Council plans for Art After Dark Page 92 of 97 3 6.b COMMITTEE OUTREACH UPDATE – None 6.c TBID BOARD REPORT – TBID Meeting Minutes: August 14, 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 6:13 p.m. The next Regular Meeting of the Promotional Coordinating Committee is scheduled for October 9, 2024 at 5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X Page 93 of 97 Page 94 of 97 1 Promotional Coordinating Committee Minutes August 14, 2024, 5:30 p.m. City Hall, 990 Palm Street, San Luis Obispo PCC Members Present: Committee Member Lydia Bates, Committee Member Maureen Forsberg, Committee Member John Thomas, Committee Member Robin Wolf, Vice Chair Lori Lerian, Chair Samantha Welch PCC Members Absent: Committee Member Anni Wang City Staff Present: Tourism & Community Promotions Manager Jacqui Clark- Charlesworth, City Clerk Teresa Purrington _____________________________________________________________________ 1. CALL TO ORDER A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on August 14, 2024 at 5:33 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 Vice Chair Lerian Second By Committee Member Forsberg To approve Consent Items 3.a to 3.f. Ayes (6): Committee Member Bates, Committee Member Forsberg, Committee Member Thomas, Committee Member Wolf, Vice Chair Lerian, and Chair Welch Absent (1): Committee Member Wang CARRIED (6 to 0) Page 95 of 97 2 3.a MINUTES OF THE REGULAR MEETING ON JULY 10, 2024 3.b 2024-25 COMMUNITY PROMOTION BUDGET REPORT 3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT 3.d SLO CHAMBER GUEST SERVICES REPORT 3.e SLO CHAMBER GRANT SUPPORT REPORT 3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT 4. PRESENTATIONS 4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE (10 MIN) Hollie West, SLO Chamber provided a presentation regarding the public relations activities that occurred during the past month. Action: No action taken on this item. 4.b NEIGHBORHOOD CAMPAIGN UPDATE (10 MIN) The Task Force Members (John Thomas, Lori Lerian and Samantha Welch) provided an updated on the current status of the neighborhood identity study and campaign. Action: No action taken on this item. 5. BUSINESS ITEMS 5.a ARTOBER PROGRAM PLANNING (20 MIN) Tourism & Community Promotions Manager Jacqui Clark-Charlesworth presented the staff report and responded to inquiries. Public Comment: Jim Dantona --End of Public Comment-- By consensus the Committee provided feedback comments on the program components. 6. PCC LIAISON REPORTS AND COMMUNICATION 6.a CACP LIAISON REPORT – None 6.b COMMITTEE OUTREACH UPDATE – None 6.c TBID BOARD REPORT – TBID Meeting Minutes: July 10 & 17 Page 96 of 97 3 Committee Member Bates provided an update on items the TBID has been working on. 6.d TOURISM PROGRAM UPDATE – Staff Report Tourism & Community Promotions Manager Jacqui Clark-Charlesworth provided an update on the Tourism Program. 7. ADJOURNMENT The meeting was adjourned at 6:25 p.m. The next Regular Meeting of the Promotional Coordinating Committee is scheduled for September 11, 2024 at 5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X Page 97 of 97