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Home My WebLink About10-09-2024 PCC Agenda Packet Promotional Coordinating Committee AGENDA Wednesday, October 9, 2024, 5:30 p.m. City Hall, 990 Palm Street, San Luis Obispo The Promotional Coordinating Committee 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 are encouraged to provide display-ready material to the City Clerk by 12:00 p.m. on the day of the meeting. Contact the City Clerk's Office at cityclerk@slocity.org or (805) 781-7114. Pages 1.CALL TO ORDER Chair Welch will call the Regular Meeting of the Promotional Coordinating Committee 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 THE REGULAR MEETING ON SEPTEMBER 11, 2024 5 3.b 2023-24 COMMUNITY PROMOTION BUDGET REPORT 9 3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT 11 3.d SLO CHAMBER GUEST SERVICES REPORT 13 3.e SLO CHAMBER GRANT SUPPORT REPORT 15 3.f TRANSIENT OCCUPANCY TAX (TOT) REPORTS 17 4.PRESENTATIONS 4.a 2025-2027 COUNCIL GOAL SETTING PROCESS The City's Principal Budget Analyst, Riley Kuhn, will present the 2025- 2027 Financial Planning process including instructions for Advisory Body input for the City Council goal-setting portion of the effort. 4.b PUBLIC RELATIONS, GRANT SUPPORT AND GUEST SERVICES QUARTERLY REPORT Representatives from the SLO Chamber will present the quarter report for the Public Relations, CACP Grant Support and Guest Services activities. 4.c DOWNTOWN SUMMER SPENDING RECAP 21 Staff and contractors will present the results of the Downtown Summer Spending program. 5.BUSINESS ITEMS 5.a ARTOBER PROGRAM UPDATE Staff will share an update on how the ARTober program is progressing. 6.PCC LIAISON REPORTS AND COMMUNICATION 6.a CACP LIAISON REPORT – Liaison Assignments 6.b COMMITTEE OUTREACH UPDATE – Committee Report 6.c TBID BOARD REPORT – TBID Meeting Minutes: September 4, 2024 25 6.d TOURISM PROGRAM UPDATE – Staff Report 7.ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee is scheduled for November 13 at 5:30 p.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 Promotional Coordinating Committee 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=61002&dbid=0&repo=CityCl erk 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 5 of 28 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 $25,000 to come from Community Placemaking & Recovery Projects line item. Ayes (6): Committee Member Forsberg, Committee Member Thomas, Committee Member Wang, Committee Member Wolf, Vice Chair Lerian, and Chair Welch Absent (1): Committee Member Bates CARRIED (6 to 0) 6. PCC LIAISON REPORTS AND COMMUNICATION 6.a CACP LIAISON REPORT – Liaison Assignments Committee Member Thomas reported he went to SLO Overdose Awareness Day. Committee Member Fosberg reported on the Monday Club 100th Anniversary event. Vice Chair Lerian reported on the SLO Arts Council plans for Art After Dark Page 6 of 28 3 6.b COMMITTEE OUTREACH UPDATE – None 6.c TBID BOARD REPORT – TBID Meeting Minutes: August 14, 2024 Tourism & Community Promotions Manager Jacqui Clark-Charlesworth provided an update on items the TBID has been working on. 6.d TOURISM PROGRAM UPDATE – Staff Report Tourism & Community Promotions Manager Jacqui Clark-Charlesworth provided an update on the Tourism Program. 7. ADJOURNMENT The meeting was adjourned at 6:13 p.m. The next Regular Meeting of the Promotional Coordinating Committee is scheduled for October 9, 2024 at 5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X Page 7 of 28 Page 8 of 28 Community Promotions Budget 2024-25 Budget 2024-25 Amount Budget 413,252$ Total Budget 413,252$ Expenditure Last Updated 10/4/2024 Expenditure Allocated Committed/Expended Available Balance Contractor Grant Funding 100,000$ 100,000$ -$ CACP Recipients Grant Promotional Support Contract 30,000$ 30,000$ -$ Chamber of Commerce Community Placemaking & Recovery Projects 49,530$ 25,000$ 24,530$ Various Guest Services Contract 121,275$ 121,275$ -$ Chamber of Commerce Public Relations Contract 50,000$ 50,000$ -$ Chamber of Commerce Media Monitoring Service 3,713$ 3,713$ Chamber of Commerce Printed Maps 7,500$ -$ 7,500$ Chamber of Commerce Support Cost 5,000$ -$ 5,000$ City Administration Administration 46,234$ 46,234$ City Administration Total 413,252$ 376,222$ 37,030$ Page 9 of 28 Page 10 of 28 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 11 of 28 Page 12 of 28 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 13 of 28 Page 14 of 28 September 2024 Cultural Arts &Community Promotions Marketing Support Activity Organization Event EC PR PC VC SM MTG ST HD DS SLO Baseball Alliance Foundation,Inc. Blues Fireworks Celebration & Baseball Game X X X Downtown SLO Concerts in the Plaza X X X X History Revisted 38th Annual Central Coast Rennaisance Festival X X X Central Coast Shakespeare Festival Central Coast Shakespeare Festival X X X Orchestra Novo,Inc.Pops ON!X X SLO Overdose Awareness Day SLO Overdose Awareness Day X X X RACE Matters SLO County Belonging 2024 X X Ecologistics,Inc.Central Coast Bioneers X X X X SLO County Arts Council Open Studios Art Tour X X SLO Symphony The SLO Symphony/Paderewski Festival Collaboration X X Canzona Women's Ensemble Music of the Americas X X SLO Master Chorale 2024/2025 Season –A 40th Anniversary Celebration X X San Luis Obispo Repertory Theatre Million Dollar Quartet Diversity Coalition San Luis Obispo County Women of Color Symposium History Center of San Luis Obispo County Opening Day at the Dallidet SLO Beaver Brigade 3rd Annual SLO County Beaver Festival San Luis Obispo Climate Coalition San Luis Obispo County Earth Day Fair X San Luis Obispo International Film Festival San Luis Obispo International Film Festival Page 15 of 28 City Farm SLO 4th Annual Sheep Shearing Shindig SLOMA 2024 Mural Project &Brand Launch Saint Andrew Greek Orthodox San Luis Obispo Greek Festival The Monday Club Conservancy The Monday Club Centennial -Doors Open California X X Black is current month,gray is past work White boxes are GIA recipients,gray boxes are CACP recipients Boxes marked with "D"indicate that recipients knew about service and declined to utilize. 22 Total;14 served to date or in progress EC-Confirmed/added event(s)in local Event Calendars, including:SLO CAL,SLO Chamber,SLO Happenings PR-Included event(s)in seasonal Press Release sent to local/regional media outlets PC-Spoke with recipient(s)via Phone Call to review/discuss promotional opportunities and answer questions VC-Prominently displayed printed promotional materials in Visitor Center;brochures,posters,etc. SM-Promoted event(s)on SLO Chamber Social Media channels via press release from recipients MTG-Met with Groups in person and offered public relations advice and support ST-Sold/are currently selling Tickets for event(s) through the Visitor Center HD -Included printed promotional material in Hotel Distribution DS -Recipient Declined Services Page 16 of 28 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 28 Page 18 of 28 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 28 Page 20 of 28 October 9,2024 PCC Downtown SummerSpendingStatReport Downtown Summer Spending The “Downtown Summer Spending”campaign ran July 8 to August 31. Summary: The Downtown Summer Spending campaign launched on July 8th and ran through August 31st,targeting visitors and residents of the City of SLO through YouTube and Meta platforms.The YouTube campaign achieved a video completion rate of 64.29%,with in-stream placements performing best at a 67%completion rate.YouTube served as a brand awareness tool,focusing on maximizing reach and viewer engagement.The YouTube campaign ran until mid-August,after which the remaining budget was shifted to the higher-performing platform for direct engagement,Meta.Meta delivered over 275,000 impressions and generated 2,717 clicks,achieving a click-through rate (CTR)of 1%,which was in line with the benchmark goal for the platform.On Meta,the Downtown Spending ad ran until mid-August and had 214,918 impressions and 2,108 link clicks.The Back to School ad ran the remainder of August with 60,895 impressions and 609 link clicks.Both creatives were at the benchmark for CTR.The combined eorts of YouTube and Meta resulted in over 363,000 impressions and 2,733 clicks,demonstrating the two platforms'eectiveness—YouTube for driving brand awareness and Meta for fostering clicks and engagement. Paid Digital Media Channel Creative Impressions Clicks CTR VCR YouTube :15 &:30 Downtown Summer Spending 87,292 16 0.02%64.29% Social Ads - Facebook & Instagram :15 &:30 Downtown Summer Spending & Back to School 275,813 2,717 1%1.25% Total Paid Media Summary: ●Impressions:363,105 ●Clicks:2,733 ●CTR:AVG:0.51% Page 21 of 28 Print Creative Circulation New Times Ad (July 11,2024)127,797 Creative Graphic: Postcard: Page 22 of 28 Sidewalk Sticker: Street Banner: Flyer: Page 23 of 28 Page 24 of 28 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 25 of 28 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 26 of 28 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 27 of 28 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 28 of 28