HomeMy WebLinkAbout12-11-2024 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, December 11, 2024, 9:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
The Tourism Business Improvement District Board holds in-person meetings. Zoom participation will
not be supported at this time. Attendees of City Council or Advisory Body meetings are eligible to
receive one hour of complimentary parking; restrictions apply, visit Parking for Public Meetings for
more details.
INSTRUCTIONS FOR PUBLIC COMMENT:
Public Comment prior to the meeting (must be received 3 hours in advance of the meeting):
Mail - Delivered by the U.S. Postal Service. Address letters to the City Clerk's Office at 990
Palm Street, San Luis Obispo, California, 93401.
Email - Submit Public Comments via email to advisorybodies@slocity.org. In the body of your
email, please include the date of the meeting and the item number (if applicable). Emails will not
be read aloud during the meeting.
Voicemail - Call (805) 781-7164 and leave a voicemail. Please state and spell your name, the
agenda item number you are calling about, and leave your comment. Verbal comments must be
limited to 3 minutes. Voicemails will not be played during the meeting.
*All correspondence will be archived and distributed to members, however, submissions received
after the deadline may not be processed until the following day.
Public Comment during the meeting:
Meetings are held in-person. To provide public comment during the meeting, you must be
present at the meeting location.
Electronic Visual Aid Presentation. To conform with the City's Network Access and Use Policy,
Chapter 1.3.8 of the Council Policies & Procedures Manual, members of the public who desire
to utilize electronic visual aids to supplement their oral presentation must provide display-ready
material to the City Clerk by 12:00 p.m. on the day before the meeting. Contact the City Clerk's
Office at cityclerk@slocity.org or (805) 781-7114.
Pages
1.CALL TO ORDER
Chair Bates will call the Regular Meeting of the Tourism Business Improvement
District Board to order.
2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
At this time, people may address the Committee about items not on the agenda.
Comments are limited to three minutes per person. Items raised at this time are
generally referred to staff and, if action by the Committee is necessary, may be
scheduled for a future meeting.
3.CONSENT
3.a MINUTES OF TBID SPECIAL MEETING ON OCTOBER 28 &
REGULAR MEETING ON OCTOBER 9 & NOVEMBER 13
5
3.b SMITH TRAVEL REPORTS (STR)17
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORTS 21
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORTS 25
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORTS 29
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORTS
33
3.g BADGER BRANDING ORGANIC SOCIAL REPORTS 55
4.BUSINESS ITEMS
4.a 2025-2030 STRATEGIC PLAN REVIEW (30 MIN)75
Consultant, Whereabout will present the draft 2025-2030 Strategic Plan
for the Board's approval.
4.b SLO LIFE COACH CAMPAIGN UPDATE (15 MIN)
Representatives from Noble Studios will present Marketing Committee's
recommended approach to the SLO Life Coach campaign development
and timeline.
4.c Q3 MEDIA PLAN REVIEW (20 MIN)
Representatives from Noble Studios will present the outlined media plan
and considerations for the third quarter for the Board’s review and input.
4.d 2025-2027 COUNCIL GOAL SETTING (25 MIN)87
Staff will share the consolidated goals of the TBID members with the
Board for discussion and direction.
4.e TBID PARTNER RECEPTION (10 MIN)
The Board will discuss plans for the first member reception of the FY in
wintertime for direction to staff.
4.f TRADESHOW BUDGET UPDATE (5 MIN)
Staff will present an update to the tradeshow budget expenditures.
5.TBID LIAISON REPORTS & COMMUNICATION
5.a HOTELIER UPDATE
5.b MARKETING COMMITTEE UPDATE
5.c MANAGEMENT COMMITTEE UPDATE
5.d PCC UPDATE
5.e VISIT SLO CAL UPDATE
5.f TOURISM PROGRAM UPDATE
6.ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board
is scheduled for January 8, 2025 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
October 9, 2024, 10:00 a.m.
Embassy Suites, 333 Madonna Road, San Luis Obispo
TBID Board Present: Member Lori Keller, Member Nipool Patel, Member Prashant
Patel, Vice Chair Clint Pearce, Chair Lydia Bates
TBID Board Absent: Member Winston Newland, Member Sandy Sandoval
City Staff Present: Economic Development & Tourism Manager Molly Cano,
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on October 9, 2024 at 10:09 a.m. at the
Embassy Suites, 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 Member Keller
Second By Vice Chair Pearce
To approve Consent Items 3a to 3g.
3.a MINUTES OF TBID REGULAR MEETING ON AUGUST 14 &
SPECIAL MEETING ON SEPTEMBER 4, 2024
3.b SMITH TRAVEL REPORTS (STR)
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORTS
Page 5 of 89
2
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORTS
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORTS
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORTS
3.g BADGER BRANDING ORGANIC SOCIAL REPORTS
4. PRESENTATIONS
4.a MARKETING SERVICES QUARTER REPORT (20 MINUTES)
Hayley Corbett, Drew Uhrig of Noble Studios and Yanick Dalhouse with
Uniquely Driven presented the first quarter report for the marketing and
public relations activities for the SLO TBID.
Public Comment:
None
--End of Public Comment--
4.b PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT (15
MINUTES)
Jim Dantona, and Hollie West, SLO Chamber provided the first quarter
reports for Public Relations and Guest Services contracts.
Public Comment:
None
--End of Public Comment--
4.c CONTENT MARKETING QUARTER REPORT (15 MINUTES)
This item was continued to a future meeting.
4.d SUMMER MIDWEEKEND RECAP (15 MINUTES)
Representatives from Noble, SLO Chamber and Badger Branding
presented the Board with the results from the Summer Midweekend
promotion.
Public Comment:
None
--End of Public Comment--
Page 6 of 89
3
5. BUSINESS ITEMS
5.a MISSION PREP CHRISTMAS CLASSIC (15 MINUTES)
Terrance Harris and Darnell Harris of Mission College Preparatory
Catholic High School presented the sponsorship opportunity and
responded to inquiries.
Public Comment:
None
--End of Public Comment—
Motion By: Member N. Patel
Second By: Member P. Patel
To approve the funding request at $15,000 to come from the General
Events Promotion line item of the budget.
Ayes (4): Member Lori Keller, Member Nipool Patel, Member Prashant
Patel, Vice Chair Clint Pearce, Chair Lydia Bates
Absent (3): Member Winston Newland, Member Sandy Sandoval
CARRIED (4 to 0)
5.b SLO LIFE COACH BRAND CAMPAIGN (20 MINUTES)
Hayley Corbett, Gabbi Hall and B.C. LeDoux from Noble Studios provided
an overview of the campaign and funding options, responding to inquiries.
There was extensive discussion about the level of exclusivity for talent the
Board should invest in as well as updating the complete media mix for the
campaign, which will come back to the Board for consideration.
Public Comment:
None
--End of Public Comment—
Motion By: Member Keller
Second By: Vice Chair Pearce
To allocate an additional $125,000 from available fund balance to
supplement the already allocated $75,000 to support the creation of the
SLO Life Coach brand campaign.
Page 7 of 89
4
Ayes (4): Member Lori Keller, Member Nipool Patel, Member Prashant
Patel, Vice Chair Clint Pearce, Chair Lydia Bates
Absent (3): Member Winston Newland, Member Sandy Sandoval
CARRIED (4 to 0)
5.c STRATEGIC PLAN UPDATE (5 MINUTES)
Due to lack of time, this update was provided to the Board in an email.
6. TBID LIAISON REPORTS & COMMUNICATION
Due to lack of time, these updates were provided to the Board in an email.
6.a HOTELIER UPDATE
6.b MARKETING COMMITTEE UPDATE
6.c MANAGEMENT COMMITTEE UPDATE
6.d PCC UPDATE
6.e VISIT SLO CAL UPDATE
6.f TOURISM PROGRAM UPDATE
7. ADJOURNMENT
The meeting was adjourned at 12:05 p.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for November
13,2024 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 89
1
Tourism Business Improvement District Board Minutes
October 28, 2024, 9:00 a.m.
Hotel San Luis Obispo, 877 Palm Street, San Luis Obispo, CA 93401
TBID Board Present: Member Lori Keller, Member Winston Newland, Member
Prashant Patel, Member Sandy Sandoval, Vice Chair Clint
Pearce, Chair Lydia Bates
TBID Board Absent:
City Staff Present:
Member Nipool Patel
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 October 28, 2024 at 9:00 a.m. in the Boa rdroom at
Hotel San Luis Obispo, 877 Palm Street, San Luis Obispo, CA 93401.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. BUSINESS ITEMS
3.a STRATEGIC PLANNING WORKSHOP
Consultants Stacy Humphrey and Matthew Landkamer from Whereabout led the
TBID in a workshop to update their 2025-2030 Strategic Plan.
Public Comment:
None
--End of Public Comment--
Page 9 of 89
2
Action: None taken.
4. ADJOURNMENT
The meeting was adjourned at 4 p.m. The next Regular Meeting of the Tourism
Business Improvement District Board is scheduled for November 13, 2024 at
10:00 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis
Obispo.
_________________________
APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/202X
Page 10 of 89
1
Tourism Business Improvement District Board Minutes
November 13, 2024, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Winston Newland, Member Prashant Patel, Member
Sandy Sandoval, Vice Chair Clint Pearce
TBID Board Absent
Member Lori Keller, Member Nipool Patel, Chair Lydia Bates
City Staff Present:
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on November 13, 2024 at 10:00 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:
Jim Dantona - SLO Chamber of Commerce
Brianna Harris - SLO Chamber of Commerce
--End of Public Comment--
3. CONSENT
3.a MINUTES OF TBID REGULAR MEETING ON OCTOBER 9 & SPECIAL
MEETING ON OCTOBER 28
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
Page 11 of 89
2
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
3.g BADGER BRANDING ORGANIC SOCIAL REPORT
4. PRESENTATIONS
4.a 2025-2027 COUNCIL GOAL SETTING PROCESS (15 MIN)
Principal Budget Analyst, Riley Kuhn, presented the 2025 -2027 Financial
Planning process including instructions for Advisory Body input for the City
Council goal-setting portion of the effort.
Public Comment:
None
--End of Public Comment--
4.b CONTENT MARKETING QUARTER REPORT (15 MIN)
Molly Burchett, Badger Branding presented the first quarter report for the
content marketing support and organic social media activities with the
SLO TBID.
Public Comment:
Felicia Lewis
--End of Public Comment--
5. BUSINESS ITEMS
5.a SLO FILM FEST SPONSORSHIP PROPOSAL (20 MIN)
Representatives from a recap of 2024 SLO International Film Fest
sponsorship and a presentation of a proposal for the 2025 Film Festival.
Public Comment:
Felicia Lewis
--End of Public Comment--
Motion By Member Newland
Second By Member Sandoval
To approve $20,000 to support the SLO International Film Festival
sponsorship and corresponding marketing efforts.
Page 12 of 89
3
Ayes (4): Member Newland, Member Patel, Member Sandoval, and Vice
Chair Pearce
Absent (3): Member Keller, Member Nipool Patel, and Chair Bates
CARRIED (4 to 0)
5.b TOURISM ECONOMICS ECONOMIC IMPACT & FORECAST STUDY (15
MIN)
The Board received a presentation on a co-op opportunity with Visit SLO
Cal and Tourism Economics for an Economic Impact Study and Lodging
Forecast.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Member Patel
To approve $8,500 to participate in the Economic Impact Study and
Lodging forecast.
Ayes (4): Member Newland, Member Patel, Member Sandoval, and Vice
Chair Pearce
Absent (3): Member Keller, Member Nipool Patel, and Chair Bates
CARRIED (4 to 0)
5.c IPW PARTICIPATION (10 MIN)
Tourism and Community Promotions Manager Jacqui Clark-Charlesworth
presented a co-op commitment to participate om IPW in partnership with
Visit SLO CAL.
Public Comment:
None
--End of Public Comment--
Motion By Member Sandoval
Second By Member Newland
Page 13 of 89
4
To approved $9,340 for co-op participation and travel expenses.
Ayes (4): Member Newland, Member Patel, Member Sandoval, and Vice
Chair Pearce
Absent (3): Member Keller, Member Nipool Patel, and Chair Bates
CARRIED (4 to 0)
6. TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE
Board Member Sandoval informed the Board that this would be her last
meeting as she is starting a new position in Pismo Beach.
6.b MARKETING COMMITTEE UPDATE
No October meeting.
6.c MANAGEMENT COMMITTEE UPDATE
No October meeting.
6.d PCC UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a brief update on PCC activities.
6.e VISIT SLO CAL UPDATE
Vice Chair Clint Pearce provided a brief update on Visit SLO CAL
activities.
6.f TOURISM PROGRAM UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on the tourism program.
7. ADJOURNMENT
The meeting was adjourned at 11:44 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for December 11,
2024 at 10:00 a.m. in the Council Hearing Room at City Hall, 990 Palm Street,
San Luis Obispo.
_________________________
Page 14 of 89
5
APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/202X
Page 15 of 89
Page 16 of 89
November 2024
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 60.73 75.31 64.90 169.79 191.43 176.97 103.12 144.18 114.85 -7.40 -1.80 -5.61 -7.49 -4.20 -6.23 -14.33 -5.93 -11.49
City of Paso Robles 69.69 87.51 74.78 168.20 283.66 206.80 117.22 248.22 154.65 8.60 6.88 8.02 5.59 -4.40 0.52 14.67 2.18 8.58
City of Pismo Beach 54.85 83.59 63.06 170.31 265.26 206.27 93.41 221.74 130.08 -2.51 -2.59 -2.54 2.14 -0.29 0.93 -0.42 -2.87 -1.63
City of San Luis Obispo 60.01 89.56 68.45 140.79 229.54 173.96 84.48 205.57 119.08 -1.50 5.84 1.12 0.06 6.20 3.77 -1.44 12.40 4.93
City of Morro Bay 52.01 86.08 61.74 116.99 174.14 139.76 60.85 149.89 86.29 -1.85 4.37 0.54 0.82 -0.17 0.95 -1.04 4.20 1.49
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 66.59 70.72 67.77 182.55 184.77 183.21 121.57 130.67 124.17 2.04 4.27 2.69 -4.00 0.50 -2.70 -2.04 4.79 -0.08
City of Paso Robles 62.77 72.94 65.68 160.79 235.90 184.62 100.93 172.06 121.25 -1.05 12.58 2.90 0.95 -1.87 1.00 -0.11 10.47 3.93
City of Pismo Beach 58.42 68.30 61.24 174.53 230.02 192.21 101.96 157.10 117.71 19.75 7.72 15.63 6.70 -2.79 1.94 27.77 4.71 17.87
City of San Luis Obispo 65.52 70.58 66.96 141.45 196.04 157.89 92.68 138.36 105.73 19.15 10.74 16.48 4.17 6.88 4.65 24.12 18.35 21.90
City of Morro Bay 57.16 64.96 59.39 121.92 146.01 129.45 69.69 94.85 76.88 22.57 12.57 19.26 7.41 3.73 5.65 31.65 16.78 25.99
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 63.55 63.40 63.51 178.13 171.77 176.32 113.21 108.90 111.97 21.27 3.91 15.75 7.83 -2.27 4.61 30.77 1.55 21.09
City of Paso Robles 54.24 61.88 56.42 149.63 215.29 170.20 81.16 133.21 96.03 -14.07 -10.86 -13.09 -11.57 -10.96 -11.07 -24.01 -24.01 -22.71
City of Pismo Beach 45.33 57.58 48.83 163.81 223.83 184.03 74.26 128.87 89.86 -35.79 -27.17 -33.13 -23.30 -14.00 -19.29 -50.75 -50.75 -46.02
City of San Luis Obispo 59.04 59.68 59.22 136.36 172.35 146.72 80.50 102.86 86.89 -5.52 -19.04 -9.85 -11.56 -10.14 -11.74 -16.44 -16.44 -20.44
City of Morro Bay 47.72 49.17 48.14 114.16 135.65 120.43 54.48 66.70 57.97 -19.24 -33.40 -23.96 -5.14 -13.65 -9.18 -23.39 -23.39 -30.94
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevParFor the Week of November 17,
2024 to November 23, 2024
For the Week of November 10,
2024 to November 16, 2024
For the Week of November 03,
2024 to November 09, 2024
Page 17 of 89
Page 18 of 89
October 2024
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 65.62 79.56 69.61 178.72 200.91 185.97 117.28 159.84 129.45 -7.26 -5.74 -6.77 -5.82 -8.01 -6.55 -12.66 -13.29 -12.88
City of Paso Robles 61.37 83.52 67.69 165.53 284.02 207.30 101.58 237.20 140.33 -8.20 -0.57 -5.65 -4.21 -6.50 -4.30 -12.07 -7.03 -9.71
City of Pismo Beach 61.14 88.26 68.89 191.85 305.90 233.60 117.29 269.98 160.91 -13.37 -2.66 -9.74 1.65 -3.05 0.78 -11.95 -5.63 -9.03
City of San Luis Obispo 63.36 86.44 69.95 143.92 234.73 175.98 91.19 202.91 123.11 -4.92 -3.46 -4.41 -6.89 -5.09 -5.89 -11.47 -8.37 -10.04
City of Morro Bay 59.23 84.99 66.59 128.62 188.72 150.54 76.19 160.39 100.25 -2.85 -0.74 -2.09 2.88 -8.71 -2.51 -0.05 -9.39 -4.55
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 69.55 79.92 72.51 185.04 202.09 190.41 128.70 161.50 138.07 -0.27 0.13 -0.14 -1.53 -3.86 -2.31 -1.79 -3.74 -2.45
City of Paso Robles 66.81 85.29 72.09 177.37 290.84 215.72 118.50 248.06 155.52 -4.68 9.63 -0.28 1.89 -0.83 2.37 -2.88 8.71 2.08
City of Pismo Beach 69.49 88.80 75.01 197.31 302.74 232.97 137.11 268.84 174.75 3.06 12.70 6.13 0.11 -0.13 0.91 3.17 12.55 7.10
City of San Luis Obispo 68.70 86.50 73.79 153.04 242.95 183.16 105.14 210.16 135.15 -3.95 5.47 -0.99 -4.56 6.43 0.79 -8.34 12.25 -0.21
City of Morro Bay 60.75 84.83 67.63 128.64 197.10 153.18 78.14 167.21 103.59 0.55 6.47 2.59 3.04 5.77 4.86 3.61 12.61 7.58
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 70.00 80.81 73.09 191.57 204.85 195.77 134.11 165.54 143.09 0.92 1.95 1.24 0.37 -0.58 0.07 1.29 1.36 1.32
City of Paso Robles 64.08 84.33 69.87 174.23 292.42 214.99 111.65 246.61 150.21 -5.90 -2.27 -4.68 4.32 -7.03 -0.76 -1.84 -1.84 -5.40
City of Pismo Beach 65.40 82.72 70.35 197.32 295.03 230.14 129.04 244.04 161.90 1.55 -7.52 -1.69 2.12 -10.07 -4.65 3.70 3.70 -6.27
City of San Luis Obispo 65.50 81.00 69.93 146.77 230.31 174.42 96.14 186.56 121.97 -3.51 -11.30 -6.24 -6.44 -22.17 -15.13 -9.73 -9.73 -20.42
City of Morro Bay 59.23 81.52 65.60 126.57 191.09 149.48 74.97 155.78 98.06 -1.38 -5.08 -2.73 -0.10 -7.22 -3.90 -1.48 -1.48 -6.51
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 70.92 80.20 73.57 192.26 205.23 196.30 136.35 164.60 144.42 4.66 8.12 5.71 0.38 4.21 1.62 5.06 12.68 7.42
City of Paso Robles 67.93 84.74 72.74 175.95 284.36 212.04 119.52 240.98 154.22 -4.35 15.43 1.43 1.81 3.65 4.70 -2.62 19.64 6.20
City of Pismo Beach 65.37 82.10 70.15 188.53 267.98 215.09 123.24 220.01 150.89 3.61 9.02 5.36 0.39 4.32 2.37 4.01 13.73 7.85
City of San Luis Obispo 69.05 80.90 72.43 155.86 233.89 180.76 107.62 189.21 130.93 8.14 2.92 6.42 -0.04 11.68 4.14 8.10 14.95 10.82
City of Morro Bay 57.93 80.07 64.26 126.45 175.58 143.95 73.25 140.59 92.49 5.46 19.49 10.06 3.80 5.85 5.63 9.46 26.48 16.25
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 60.24 70.64 63.21 176.18 188.17 180.00 106.13 132.92 113.78 5.88 -6.60 1.54 2.76 -8.56 -1.83 8.80 -14.60 -0.32
City of Paso Robles 52.71 76.83 59.60 160.81 271.26 201.49 84.76 208.40 120.09 -11.47 -6.28 -9.63 0.98 -6.95 -2.30 -10.60 -12.80 -11.71
City of Pismo Beach 47.73 80.33 57.04 169.48 299.74 221.89 80.89 240.77 126.57 -2.17 -6.03 -3.76 4.40 15.07 9.42 2.14 8.12 5.31
City of San Luis Obispo 53.12 88.01 62.97 140.01 281.98 196.02 74.37 248.19 123.43 -3.62 -0.29 -2.51 -3.88 16.89 7.12 -7.36 16.55 4.44
City of Morro Bay 47.43 82.61 57.48 118.42 186.41 146.34 56.17 153.99 84.12 5.54 1.83 3.98 4.26 5.82 4.66 10.03 7.75 8.83
For the Week of October 27, 2024
to November 02, 2024
For the Week of October 20, 2024
to October 26, 2024
For the Week of October 13, 2024
to October 19, 2024
For the Week of October 06, 2024
to October 12, 2024
For the Week of September 29,
2024 to October 05, 2024
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Page 19 of 89
Page 20 of 89
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$ 1,118,496$ 7.8%
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$ 914,831$ -10.7%
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$ 901,076$ -8.7%missing 4 hotels
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$ 4,231,123$ -61.1%
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 77 4.3%190.51 194.49 2.1%140.61 149.82 6.6%
September 71 70 -1.4%195.47 184.04 -5.8%138.84 128.89 -7.2%
October 70 69.3 -1.0%185 178.14 -3.7%129.42 123.46 -4.6%
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 68.12 74.90 0.005 176.51$ 189.98$ -0.014807 121.82$ 142.87$ -0.01 Updated: 12/05/2024
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
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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$ 1,118,496$ 7.8%
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$ 914,463$ -10.8%missing 3 hotels
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$ 3,329,679$ -69.4%
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 70 -1.4%195.47 184.04 -5.8%138.84 128.89 -7.2%
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 68.13 76.77 0.009 176.44$ 193.93$ -0.007382 121.80$ 149.34$ 0.00 Updated: 11/07/2024
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
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Page 24 of 89
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2024
PR ACTIVITY
Implementation/Proactive Work
Hosted travel writer Martie Bowser
Hosted SoCal Media Mission writer Brandon Hernandez
Continued planning for SoCal Media Mission writer Chanin Victor's upcoming stay
Continued planning for travel writer Meghan Rose's upcoming stay
Began planning for SoCal Media Mission writer Linda Laban's upcoming stay
Began planning for Dog-Friendly Group Fam in partnership with Hotel SLO
Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign
Responsive leads
Pitched "Give the Gift of Travel" and "The Morning After: California Brunch to Give You Life" story ideas to Visit California
Partnerships
Pitched for Buy Local Bonus to local and regional media
Attended the Central Coast Tourism Council Fall Forum
Met with Granada's PR Team
Continued working on PR transition and onboarding of Uniquely Driven
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
RANCH & COAST MAGAZINE You've Got a Friend in SLO 47,000.00 $746.12 Cultural SOCAL MEDIA MISSION MEDIA HOSTING
JOHNNY JET Give the gift of family-friendly travel to California this holiday season 560,000.00 $124.58 Family RESPONSIVE PITCHING
YAHOO The bonus is back! SLO’s reward for shopping local returns for holidays. Here’s how it works 698,580,000.00 $98,355.47 Support Local PROACTIVE PITCHING
KSBY San Luis Obispo’s Buy Local Bonus program returns right in time for the holidays 851,000.00 $211.04 Support Local PROACTIVE PITCHING
THE TRIBUNE The bonus is back! SLO’s reward for shopping local returns for holidays. Here’s how it works Read more at: https://www.sanluisobispo.com/news/business/article296009354.html#storylink=cpy560,000.00 $203.05 Support Local PROACTIVE PITCHING
PATCH Patch Parents: Best Things To Do With Kids In December In California 21,840,000.00 $5,277.69 Family RESPONSIVE PITCHING
UP + ADAM Black Friday Means Buy Local Bonus is Back in SLO! Support Local
EDVOCATE Best Free Things to Do for Kids and Adults in San Luis Obispo, California 332,000.00 $4.77
TOTALS
7 722,770,000.00 $104,922.72
TOTAL YTD 2,340,021,925.00 $751,153.79
75 3,062,791,925.00 $856,076.51
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Page 26 of 89
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2024
PR ACTIVITY
Implementation/Proactive Work
Hosted travel influencer Karina Henry
Began planning for SoCal Media Mission writer Chanin Victor's upcoming stay
Began planning for travel writer Martie Bowser's upcoming stay
Began planning for travel writer Meghan Rose's upcoming stay
Began planning for travel writer Noel Burgess's upcoming stay
Met with Charlotte Alexander, founder and manager of SLO Review
Continued planning for SoCal Media Mission writer Brandon Hernandez's upcoming stay
Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign
Responsive leads
Pitched "Alternative Road Trips" and "Professional Meetings and Events: Team Building for Sunseekers" story ideas to Visit California
Partnerships
Hosted travel influencer Corey Marshall in partnership with Petit Soleil
Began planning for Buy Local Bonus
Participated in Visit SLO Vision strategic planning meeting
Implemented PR efforts for ARTober
Attended and hosted ARTober media at the grand opening of The SLO Film Center at the Palm Theatre
Continued working on PR transition and onboarding of Uniquely Driven
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
YAHOO LIFESTYLE Perfect 3-Day Weekend in San Luis Obispo: Hiking, Wine Tasting, and Cal-Coasting 420,280,000.00 $34,344.70 Cultural MEDIA HOSTING
MEN'S JOURNAL Perfect 3-Day Weekend in San Luis Obispo: Hiking, Wine Tasting, and Cal-Coasting 5,667,362.00 $2,406.24 Cultural MEDIA HOSTING
INSTAGRAM @karinahenry SLO Instagram Story 130,000.00 $1,300.00 Cultural MEDIA HOSTING
YAHOO NEWS ARTober in SLO highlights 5 different non-profit arts and culture organizations 180,340,000.00 $156,947.30 Support Local PROACTIVE PITCHING
KSBY ARTober in SLO highlights 5 different non-profit arts and culture organizations 478,000.00 $39.54 Support Local PROACTIVE PITCHING
KRUSH ARTober: SLO Rep Theatre Support Local PROACTIVE PITCHING
KRUSH ARTober: SLO County Arts Council Support Local PROACTIVE PITCHING
KRUSH ARTober: San Luis Obispo Museum of Art Support Local PROACTIVE PITCHING
KRUSH ARTober: History Center of San Luis Obispo County Support Local PROACTIVE PITCHING
KRUSH It's ARTober in SLO!Support Local PROACTIVE PITCHING
KCBX SLO highlights National Arts and Humanities Month with series of ARTober events 22,000.00 $1.21 Support Local PROACTIVE PITCHING
MUSTANG NEWS ARTober invites you to a month-long celebration of the arts and humanities 1,000.00 $0.12 Support Local PROACTIVE PITCHING
SLO REVIEW ARTober Kicks Off in SLO Support Local PROACTIVE PITCHING
SLO REVIEW October Newsletter Beer/Wine PROACTIVE PITCHING
SLO REVIEW A Scary (But Cool!) Good Time Support Local PROACTIVE PITCHING
YAHOO NEWS SLO has one of the coolest film festivals in the world, magazine says. Here's why 180,340,000.00 $156,947.30 Cultural
TIMES OF INDIA Coastal Getaways: A scenic road trip through California's Central Coast 31,130,000.00 $2,007.63 Outdoor
WTOP NEWS 22 Top Romantic Getaways in California 4,150,000.00 $203,504.00 Cultural
MICHELIN GUIDE A Guide to California's Central Coast 3,600,000.00 $285.61 Cultural
FODOR'S TRAVEL The 15 Best Drive-In Movie Theaters in America 1,920,000.00 $509.88 Family
TOP5 Top 30 Colleges for Students Who Love the Outdoors 1,370,000.00 $79.56 Cal Poly
TOTALS
20 829,428,362.00 $558,373.09
TOTAL YTD 1,510,593,563.00 $192,780.70
68 2,340,021,925.00 $751,153.79
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Nov Oct Nov
2023 2024 2024 Asia 2%
Walk‐ins 6,242 5,893 5,482 Europe 37%
Phone Calls 173 297 189 Australia/NZ 14%
Emails & Digital 1,389 751 968 UK 18%
N. America 22%
C. America 0%
Nov Oct Nov S. America 6%
2023 2024 2024
Calls 26 52 19 West Coast 14%
Southwest 8%
Midwest 24%
Nov Oct Nov South 21%
2023 2024 2024 East Coast 33%
Referrals 56 58 18
Northern CA 22%
Central Coast 57%
Nov Oct Nov Central Valley 3%
2023 2024 2024 Desert 1%
Email 154 186 162 Southern CA 17%
Phone Calls 211 167 153
Nov Nov Nov
2023 2024 2024 YTD
Fulfilled 12 37 VisitSLO.com 20 412
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO ‐ TBID & PCC
GUEST SERVICES CONTRACT
NOVEMBER 2024
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877‐SLO‐TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
VISITOR CENTER ACTIVATIONS
Boothing on campus for Mustang Family Weekend
VISITOR CENTER HIGHLIGHTS
1) Collected over 500 new emails for the VisitSLO email list at MFW
3) Super busy first two days for the Buy Local Bonus program
2) Qualifying businesses for the 5th year of Buy Local Bonus program
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Oct Sep Oct
2023 2024 2024 Asia 0%
Walk-ins 6,719 5,011 5,893 Europe 39%
Phone Calls 116 190 297 Australia/NZ 10%
Emails & Digital 1,079 1,136 751 UK 25%
N. America 21%
C. America 0%
Oct Sep Oct S. America 5%
2023 2024 2024
Calls 14 23 52 West Coast 11%
Southwest 18%
Midwest 37%
Oct Sep Oct South 13%
2023 2024 2024 East Coast 22%
Referrals 63 46 58
Northern CA 22%
Central Coast 54%
Oct Sep Oct Central Valley 3%
2023 2024 2024 Desert 0%
Email 127 178 186 Southern CA 21%
Phone Calls 281 153 167
Oct Oct Oct
2023 2024 2024 YTD
Fulfilled 10 44 VisitSLO.com 33 392
VISITOR CENTER ACTIVATIONS
None
VISITOR CENTER HIGHLIGHTS
1) Directing folks to available hotel rooms in front of Mustang Family Weekend
3) Cal Poly Experience Industry Management class tour
2) Hired our new Visitor Center Manager
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO - TBID & PCC
GUEST SERVICES CONTRACT
OCTOBER 2024
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877-SLO-TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
Page 31 of 89
Page 32 of 89
Agency Report ·November 2024
SLO-TBID
Page 33 of 89
Agency Repor t
November Activity &Performance
What’s Ahead:
●Quarterly Marketing Plan FY24-25:
Visit SLO - 30/60/90 Marketing Plan - FY24-25
YTD KPI Performance
Paid Media
In November,Noble Studios proactively monitored and optimized paid media placements while
managing a total monthly spend of $24,556.
Paid Search
In November,paid search drove 49,337 impressions (+103%YoY),4,761 clicks (+63%YoY),9.65%
CTR (-19%YoY),a 36%conversion rate (-30%YoY),a $3.49 average CPC (-34%YoY)and 12,478
sessions (+205%YoY)while driving 1,411 lodging referrals (+74%YoY)and 244 things to do
referrals (+146%YoY)at a 6%increase in cost YoY.
In November,our paid search campaigns brought in significantly more visibility and traffic
compared to last year,thanks to continued keyword and ad optimization.While there was a slight
drop in how often people clicked and completed actions on the site,we still saw a big jump in
referrals for lodging and activities overall.
2
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Paid Social |Evergreen Brand Campaigns
Paid social drove 1,098,144 impressions (-30%YoY),538,092 users reached (-19%YoY),and
23,317 clicks (+2%YoY)across Facebook and Instagram with a 2.12%CTR (+47%YoY)for 13,246
sessions (+15%YoY)while driving 26 lodging referrals (+1,200%YoY),and 12 things to do referral
(+500%YoY)at a 4%decrease in spend YoY.
In November,our paid social campaigns on Facebook and Instagram helped us reach a large audience
and drive engagement.While overall impressions and reach were slightly down from last year,we saw
increases in clicks,sessions,and a significant boost in referrals for lodging and activities,showing
strong interest from those who interacted with our content.
3
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Display |Evergreen Campaigns
Display drove 1,333,590 impressions (-5%YoY),8,388 clicks (+31%YoY),a 0.63%CTR (+39%YoY),
a 0.41%conversion rate (-57%YoY)and 21,485 sessions (-4%YoY)while driving 1,522 lodging
referrals (+65%YoY)and 873 things to do referrals (+65%YoY)at a 18%decrease in cost YoY.
Performance Max (PMAX)|Evergreen Campaigns
Performance Max campaigns drove 47,112 impressions,3,653 clicks,an 7.75%CTR,a 33.59%
conversion rate and 3,366 sessions while driving 45 lodging referrals and 527 things to do partner
referrals at a total spend of $1,285.01.
Demand Gen |Evergreen Campaigns
Demand Gen campaigns drove 92,970 impressions,1,589 clicks,a 1.71%CTR,a 3.55%conversion
rate and 637 sessions while driving 31 lodging referrals and 14 things to do partner referrals at a
total spend of $2,207.
Search Engine Optimization (SEO)&Content Creation
Organic search traffic decreased 8%period-over-period and increased 32%year-over-year.
Organic search generated 476 hotel partner referrals (+1%YoY),15 homestay partner referrals
(-72%YoY),and 1,661 things to do referrals (+37%YoY).Engaged sessions have increased 40%YoY
and engagement rate has increased 3%YoY.
Page 1 keywords increased to 5K (+14%YoY),and total keywords increased to 30.3K (+9%YoY).In
November we optimized pages for San Luis Obispo Small Business Saturday and San Luis Obispo
4
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Farmers’Market.We are continuing to monitor SEO performance across all of our pages and are
seeing great organic improvements across the board.
Website
In November,the website saw 63,991 total sessions (+17%YoY).The channels contributing to the
most lodging referrals this month were paid search,organic search,and cross-network.Across the
website in November we saw an average of 1.82 pages per session (-5%YoY)and an average
engagement time of 0:30 (-21%YoY).In November we saw 2,149 Hotel Referrals (+24%YoY),165
Homestay referrals (-14%YoY),and 2,738 Things to Do referrals (+36%YoY).
5
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6
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MRO Updates:
○Plugins and Updates
■ACF Pro
■Events Calendar
■Community Events
■Events Calendar Pro
■Wordpress Importer
■WP Mail SMTP
■Yoast
○Theme Updates
■Modified listings script to fix an issue related to caching that was causing the
rest api call to return a 403 error
Web Retainer &Creative Services Monthly Progress
Task Hours Accomplishments
Monthly Maintenance,
Coordination,and
Management
2.5 Homepage and stakeholder updates,gallery page scoping,intern
assistance
7
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Creative Services
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 has rolled over 70h from FY23-24.
Monthly Progress
Task Hours Accomplishments
Monthly Maintenance,Coordination,
and Management 0 n/a
8
Page 40 of 89
PR And Media Relations
In November,our pitching efforts focused on promoting SLO as the ideal winter getaway
destination,showcasing its scenic beauty,mild climate,and festive offerings.We highlighted the
convenience and accessibility of the new direct Alaska Airlines flights connecting Las Vegas to San
Luis Obispo,ensuring this key route remains top of mind for Las Vegas travelers.
Below is a breakdown of earned media efforts,including proactive pitching,ongoing media
conversations and other activities for November:
9
Page 41 of 89
Completed Press Trips:
●Martie Bowser,DETOUR Magazine (+syndications),McClatchy,Blavity,Black Wall Street
Times,MSN,Yahoo!Life.
○Visited November 19 –22
○Martie’s trip included a stay at the Granada Hotel,a wine-tasting tour at Tolosa
Vineyards,candle making,visits to SLO Ranch Farms and Marketplace,and the
downtown SLO Farmers’Market,along with other activities showcasing the area.
Proactive Pitch Angles:
●“Now Boarding:Direct Flights from Las Vegas to San Luis Obispo,Michelin Recognized
Dining &Wine Adventures Await”
●“Last-Minute Winter Escape:San Luis Obispo,CA”
●“This Overlooked CA City is the Ultimate Silent Travel Destination for 2025”
●“Holiday Experiences in SLO”
●“Low-key New Year’s?Try a trip to this under-the-radar Central Coast gem”
●“Where to Go for Lunar New Year”
●“Where to Go for the Valentine’s 3-day Weekend”
●“Family Friendly Winter Destination”
Current Media Conversations:
●Meghan Rose,PS (PopSugar),UVM –3,752,358 –FAM trip confirmed for Jan.26 –29,
2025.She will explore culinary,beer +wine,arts +culture,and outdoor adventures through
confirmed coverage for PopSugar social media platforms and will be pitching editorial.
Pending Press Trips:
●Christina Silvestri,Arizona Foothills Magazine:UVM -26,039 -History,dining,SLO life
○TBD;travel dates for the end of January or early February 2025.
●Rosa Gamazo,Telecinco Spanish media:UVM -4,976,592 -Luxury hotel and destination
feature
○Setting up a visit in 2025.
●Ronny Maye,Essence:UVM –2,035,079 /Fodor’s Travel:UVM –2,641,983 –Arts &Black
culture,history and culinary
○TBD;requesting a March 2025 press trip.
●Stephanie Gravalese,Forbes:UVM –99,621,955 /Slow Living Kitchen:UVM –5,370
○TBD;January 2025 press trip.
●Noel Burgees,Forbes:UVM –99,621,955
○TBD;January 2025 press trip.
10
Page 42 of 89
Agency Report ·October 2024
SLO-TBID
Page 43 of 89
Agency Repor t
October Activity &Performance
What’s Ahead:
●Quarterly Marketing Plan FY24-25:
Visit SLO - 30/60/90 Marketing Plan - FY24-25
YTD KPI Performance
Paid Media
In October,Noble Studios proactively monitored and optimized paid media placements while
managing a total monthly spend of $77,200.
Paid Search
In October,paid search drove 38,762 impressions (+59%YoY),4,549 clicks (+57%YoY),11.74%
CTR (-1%YoY),a 52%conversion rate (-2%YoY),a $3.76 average CPC (-19%YoY)and 10,709
sessions (+74%YoY)while driving 1,978 lodging referrals (+30%YoY)and 262 things to do
referrals (+176%YoY)at a 10%increase in cost YoY.
Paid search campaigns in October delivered significant year-over-year improvements in key metrics.
Campaigns in October 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
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Paid Social |Evergreen Brand Campaigns
Paid social drove 1,190,764 impressions (-43%YoY),586,565 users reached (-27%YoY),and
24,818 clicks (-16%YoY)across Facebook and Instagram with a 2.08%CTR for FB/Instagram
(+48%YoY)for 13,246 sessions (+15%YoY)while driving 52 lodging referrals (+93%YoY),and 43
things to do referral (+1,300%YoY)at a 10%decrease in spend YoY.
Paid social campaigns in the past year saw a decrease in impressions but an increase in sessions,and
referrals,indicating improved targeting and engagement.While the overall spend decreased 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.
3
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Display |Evergreen Campaigns
Display drove 1,271,551 impressions (-39%YoY),7,997 clicks (-14%YoY),a 0.63%CTR (+41%
YoY),a 0.96%conversion rate (+39%YoY)and 2,704 sessions (-65%YoY)while driving 28 lodging
referrals (-20%YoY)and 14 things to do referrals (+133%YoY)at a 49%decrease in cost YoY.
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 41,256 impressions,3,447 clicks,an 8.36%CTR,a 32.24%
conversion rate and 3,777 sessions while driving 120 lodging referrals and 550 things to do partner
referrals at a total spend of $1,196.
PMAX Ad Examples:
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Demand Gen |Evergreen Campaigns
Demand Gen campaigns drove 120,393 impressions,1,866 clicks,a 1.55%CTR,a 3.81%conversion
rate and 1,120 sessions while driving 48 lodging referrals and 14 things to do partner referrals at a
total spend of $2,207.
Search Engine Optimization (SEO)&Content Creation
Organic search traffic increased 3%period-over-period and increased 12%year-over-year.
Organic search generated 803 hotel partner referrals (+37%YoY),67 homestay partner referrals
(-25%YoY),and 1,960 things to do referrals (+37%YoY).YoY Average Engagement Time increased
by 18%,and pages per session increased by 24%.
Page 1 keywords increased to 5K (+25%YoY),and total keywords increased to 30.6K (+50%YoY).
In October we performed a full technical audit and prompted a new page for San Luis Obispo Pizza.
We are continuing to monitor SEO performance across all of our pages and are seeing great organic
improvements across the board.
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Website
In October,the website saw 72,372 total sessions (+17%YoY).The highest engagement rates came
from organic search,cross-network traffic,and referral traffic.Across the website in October we saw
an average of 1.99 pages per session (+9%YoY)and an average engagement time of 0:37 (+12%
YoY).In October we saw 3,573 Hotel Referrals (+39%YoY),234 Homestay referrals (-34%YoY),and
3,279 Things to Do referrals (+92%YoY).
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MRO Updates:
○Plugins and Updates
■ACF Pro
■Gravity Forms
■Permalink Manager
■Events Calendar
■Events Calendar Pro
■Community Events
■WPS Hide Login
■Yoast SEO
○Theme Updates
■Featured events block rebuilt in react
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■Block previews/icons added
■Fixed bug where in some inner blocks,the add before/after buttons did not
show up when editing
Web Retainer &Creative Services Monthly Progress
Task Hours Accomplishments
Monthly Maintenance,
Coordination,and
Management
1.75 Arts and Culture page updates,Mustang Weekend updates
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Creative Services
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 has rolled over 70h from FY23-24.
Monthly Progress
Task Hours Accomplishments
Monthly Maintenance,Coordination,
and Management 0 n/a
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PR And Media Relations
In October,our pitching efforts centered on maximizing exposure for the new Alaska Airlines direct
flights from Las Vegas to San Luis Obispo,highlighting SLO’s standout attractions,including
Michelin-recognized dining,premier wine tasting experiences,and exceptional accommodations.
Through targeted outreach,we sparked interest among diverse media outlets eager to showcase
the accessibility and appeal as a premier destination for Las Vegas travelers.This strategy has
effectively elevated awareness of the new route,positioning SLO as an attractive and convenient
getaway.
Below is a breakdown of media efforts,including proactive pitching,ongoing media conversations
and other activities for October:
●Las Vegas Review-Journal en Español –UVM 26,800
○Sandy Sandoval,Area Director of Sales &Marketing,Windsor Hospitality was
featured on Las Vegas Review-Journal en Español.
■The segment was over 1 minute and featured b-roll of the destination.
■Interview segment highlighted:
●The direct flights from Las Vegas to SLO
●Tips for planning a trip to SLO
●Michelin-recognized restaurants and Michelin-Keyed hotels
○A link to the segment can be found here.
●Channel 13 Morning Blend –UVM 575,142
○SLO was featured on Channel 13 Morning Blend and ran live on October 28.
■The segment was over one minute and featured b-roll of the destination.
■The segment highlighted:
●The direct flights from Las Vegas to SLO
●SLO named one of the Best Towns to Visit in 2024
●The easy access from Las Vegas to SLO
○A link to the segment can be found here.
●AARP –UVM 15,386,008
○SLO was featured in an AARP article.
■The article highlighted:
●Avila Valley Barn
●The wineries along the Avila Beach Wine Trail
●SLO being a perfect fall getaway
○A link to the article can be found here.
●Sacramento Bee –UVM 2,185,317
○SLO was featured in a Sacramento Bee article.
■The article highlighted:
●SLO being a perfect fall getaway
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●The SLO farmers market
●SLO Coast Wine Collective
○A link to the article can be found here.
○Please note that our team shares credit for this media placement with the SLO CAL
PR team who we learned also worked with this repor ter.
Proactive Pitch Angles:
●“New Direct Flights from Vegas,2024 Michelin Recognized Restaurants and Hotels,and
Passionate Winemakers in SLO”
●“Now Boarding:Direct Flights from Las Vegas to San Luis Obispo,Michelin Recognized
Dining &Wine Adventures Await”
●“This Overlooked CA City is the Ultimate Silent Travel Destination for 2025”
●“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:
●DETOUR Magazine,UVM 16,718,008 –FAM trip confirmed for November 19 –22.The
reporter will publish an ar ticle highlighting SLO’s arts,history,dining,unique attractions,and
wine.
●PopSugar,UVM –3,752,358 –FAM trip confirmed for January 26 –29.The reporter will do
social media coverage highlighting culinary,beer +wine,arts +culture,and outdoor
adventures.
Pending Press Trips:
●Christina Silvestri,Arizona Foothills Magazine:UVM -26,039 -History,dining,SLO life
○TBD;travel dates for the end of January or early February 2025.
●Rosa Gamazo,Telecinco Spanish media:UVM -4,976,592 -Luxury hotel and destination
feature
○Setting up a visit in 2025.
●Ronny Maye,Essence:UVM –2,035,079 /Fodor’s Travel:UVM –2,641,983 –Arts &Black
culture,history and culinary
○TBD;requesting a March 2025 press trip.
●Stephanie Gravalese,Forbes:UVM –99,621,955 /Slow Living Kitchen:UVM –5,370
○TBD;will confirm travel dates in early November for a trip early 2025.
●Noel Burgees,Forbes:UVM –99,621,955
○TBD;a January or February 2025 press trip.
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Page 54 of 89
November 2024
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 12/11/24Page 55 of 89
Followers: 36,207 ( 3.1%)
Total Net Growth: 1,092
Total Posts: 195
Total Impressions: 1,071,766 ( 3%)
(includes both organic & paid)
Total stories: 156
Total Engagements: 21,390 ( 82%)
Engagement Rate: 2 % ( 88%)
INSTAGRAM
TOP POSTS:
In November, we saw great success through reels and collaborative giveaways on Instagram! We increased our followers by over
1k, our engagements by 82%, and our engagement rate by 88%. Our impressions decreased slightly by 3% because they have
remained steady through the previous month.
Page 56 of 89
Page Followers: 97,072 ( 0.006%)
Total Net Audience Growth: -6
Total Posts: 21
Total Impressions: 562,467 ( 21%)
Total Organic: 33,453 ( 2%)
Total Engagements: 776 ( 13%)
Engagement Rate: .1% ( 0%)
FACEBOOK
TOP POSTS:
In November, we saw a slight decrease in followers. Our impressions decreased, although our organic impressions only
decreased by 2%. Our top performing post on Facebook was the same as on Instagram this month and ‘New Businesses in
SLO’ remains a top post on Facebook almost every month.
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Followers: 1,446 ( 5%)
Followers Gained: 66
Impressions: 24,999 ( 387%)
Engagement: 486 ( 121%)
Engagement Rate: 1.9% ( 54.7%)
Video Views: 24,999 ( 387%)
In November, we had one very successful Tiktok earning over 20k views! As a result, we gained 66 new followers and increased
our impressions and engagements this month. Engagement rate decreased due to the high fluctuation in impressions from the
successful Cafes in SLO video.
TOP POSTS:
TIKTOK
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Total Audience: 406 ( 2%)
Total Net Growth: 8
Total Posts: 4
Impressions: 410 ( 13%)
Engagements: 30 ( 23%)
Engagement Rate: 7.3% ( 12%)
LINKEDIN
TOP POSTS:
In November, we tried sharing video to see how it would perform. Our audience increased, although the rest of our analytics
slightly decreased. Video was our top post this month so we may test this again. Our engagement rate is 7.3% and the
industry standard of success on this platform is 3%, so here we still see great success.
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Total Posts: 2
Story Views: 842 ( 17%)
Story Impressions: 1.4k ( 0%)
Interaction Rate: 74.1% ( 1.2 %)
(Average Rate: 67%)
Completion Rate: 64.9 % ( 3%)
(Average Rate: 52%)
CA TRAVEL STORIES - CROWDRIFF
TOP POSTS:
In November, our impressions stayed around the same as the previous month. Our completion and interaction rates remain
above industry average. We will continue to include stories based on Visit California’s monthly themes and test out video
content.
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Total Posts: 2
Impressions: 1.12k ( 46%)
Engagements: 54 ( 85%)
Outbound Clicks: 1 ( 0%)
Saves: 19 ( 240%)
Total Audience: 778 ( 37%)
Engaged Audience: 39 ( 77%)
PINTEREST
In November, we posted twice on Pinterest. We have been testing out new options to improve this platform’s success. This
month we shared our top content from our other platforms, which featured seasonal food/bev content. We saw increases
across the board in analytics and will continue applying what we’ve learned in terms of the type of content that performs
successfully on this platform. Despite this month’s success, we are still monitoring and considering the cost/benefit analysis
for continuing to be active on this platform.
TOP POSTS:
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WHAT WE WORKED ON THIS MONTH:
- Cozy Cafes in SLO Reel
- 115k Views on IG, 20k Views on Tiktok
- Cal Poly Parents Weekend (Enjoy The SLO Life Itinerary)
- SLO Christmas Parade Reservation Collaborative Giveaway
- @thecarrisa & @downtownslo
- 64k Views, 2.1k Likes, 2.7k Comments, 362 Follows
- Food & Bev
- Fine DIning in SLO Part 1, Sports Bars in SLO, SLO Espresso Day
- Influencer Collaboration (@karinaworldwide)
- Sustainability Focus
- Eco-Friendly Ways to Explore SLO, Sustainable Day in SLO, Keys
for Trees Noble Video
- Buy Local Bonus Launch How-To Reel : 12.4k Views
- Small Business Saturday
- Lodging w/ Meeting Spaces in SLO, National Hiking Day in SLO Page 62 of 89
DECEMBER’S FOCUS:
- Buy Local Bonus, Support Local
- Budget-Friendly Gifts, Online Shopping, SLO Gift-Guides
- Holiday Season Content
- Holiday Happenings in SLO, No Place Like SLO for the
Holidays, Winter Events, etc.
- Spotify Wrapped (Sound Town?)
- Seasonal Experiences
- Holiday Trolley, Hike Madonna Mountain Lighted Tree
- Ticket Tuesday
- The Nutcracker, SLO BREW NYE Party, Spa Cerro Massage
- Global Cuisine in SLO, 24 Hours in SLO
- POV: It’s Date Night in SLO, Fine Dining in SLO Part 2
- NYE Annual Wrap Up Reel
- New Businesses in SLO, Upcoming Local Events
- Maintaining Highlights Page 63 of 89
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October 2024
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 11/13/24Page 65 of 89
Followers: 35,115 ( 1.5%)
Total Net Growth: 551
Total Posts: 300
Total Impressions: 1,105,372 ( 24%)
(includes both organic & paid)
Total stories: 156
Total Engagements: 11,741 ( 16%)
Engagement Rate: 1.1% ( 0%)
INSTAGRAM
TOP POSTS:
In October, we saw an increase in followers, impressions, and total engagements. Our engagement rate stayed the same as the
previous month and remains within the standard of success on this platform. We saw great success in reels this month with top
performers being Pasta in SLO, Sunset Spots in SLO, and Boomer Guide to SLO.
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Page Followers: 97,078 ( .1%)
Total Net Audience Growth: 128
Total Posts: 19
Total Impressions: 715,584 ( 27%)
Total Organic: 34,180 ( 49%)
Total Engagements: 898 ( 36%)
Engagement Rate: .1% ( 0%)
FACEBOOK
TOP POSTS:
In October, we saw less success with video content than with still photo grid posts. We focus on video on Instagram and
mirror to Facebook, which doesn’t always perform with the same success for video content. New businesses and itinerary-
event based content is among the top performers, which is typical for this platform. We saw slight decreases in impressions
and engagements this month, although our engagement rate stayed the same.
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Followers: 1,379 ( 1.8%)
Followers Gained: 27
Impressions: 5,128 ( 61%)
Engagement: 220 ( 25%)
Engagement Rate: 4.3% ( 91%)
Video Views: 5,128 ( 61%)
In October, we increased our followers by 27 new users. Our impressions and engagements decreased as we are still testing what
performs best for us on this platform. Our engagement rate shot up by 91% which shows that even though fewer people this
month saw our posts, the people who did engaged (liked, shared or commented) more than ever. We plan to keep testing out what
style content will perform the best.
TOP POSTS:
TIKTOK
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Total Audience: 398 ( 2.3%)
Total Net Growth: 10
Total Posts: 4
Impressions: 469 ( 20%)
Engagements: 39 ( 23%)
Engagement Rate: 8.3% ( 4%)
LINKEDIN
TOP POSTS:
In October, we shared seasonal content and supported our ARTober program. We saw an increase in followers. We saw a
slight decrease in impressions and engagements. Our engagement rate is 8.3% and the industry standard of success on
this platform is 3%, so here we see great success. We plan to pivot to sharing mostly business travel-related content as
suggested by City staff and see how it performs.
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Total Posts: 2
Story Views: 1,012 ( 1.7%)
Story Impressions: 1.4k ( 40%)
Interaction Rate: 75% ( 7.4%)
(Average Rate: 67%)
Completion Rate: 67 % ( 8%)
(Average Rate: 52%)
CA TRAVEL STORIES - CROWDRIFF
TOP POSTS:
In October, we saw the video content that did not perform well last month performed the best this month. We are learning
that video may actually be successful, but may take more time to gain traction. We saw an increase in story views,
impressions, interaction rate, and completion rate. We also gained @Crowdriff as an Instagram follower which shows we
have gotten their attention.
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Total Posts: 2
Impressions: 796 ( 51%)
Engagements: 33 ( 52%)
Outbound Clicks: 1 ( 50%)
Saves: 7 ( 50%)
Total Audience: 541 ( 49%)
Engaged Audience: 21 ( 58%)
PINTEREST
In October, 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. Over the next few weeks we will be testing out new options to improve this
platform’s success. This month we supported ARTober and a seasonal local event. We saw decreases in activity so we are
shifting into more inspirational/idealistic content on this platform to see how it performs.
TOP POSTS:
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WHAT WE WORKED ON THIS MONTH:
-ARTober, Arts & Humanities Focus
-Art Event Round-Ups, Art After Dark Finale
-Family Friendly ARTober, 3 Ways to Experience ARTober Reel,
Museums in SLO Reel
-Seasonal / Autumn To-Dos
-Fall Events in SLO, A Fall Day in SLO Reel
-Lodging-Specific Posts
-Hotels w/ Restaurants Reel
-Hotels w/ Cal Poly Discounts
-Boomers’ Guide to SLO Reel, Sustainability is Stylish Reel
-Ticket Tuesday
-Autumn Soiree & Night Owl Pottery Class
-Hosted an Influencer (@karinaworldwide)
-International Women in Small Business Month Feature
-Coffee in SLO Reel, Pasta in SLO Reel, Spartan Race Page 72 of 89
NOVEMBER’S FOCUS:
-Cal Poly Parents Weekend Itinerary
-Influencer Content Roll-Out (@karinaworldwide)
-Sustainability
-Keys for Trees Video, Sustainable Ways to Explore SLO Reel
- Ticket Tuesdays
-Ivory Yoga Studio, The Carissa Christmas Parade Reservation
-Lodging Specific Content
-Business Travel / Meeting Spaces in SLO Reel
-Food / Bev
-Cozy Cafes in SLO, Fine-Dining in SLO Part 1
-National Take a Hike Day Reel, National Espresso Day Reel
-POV: You’re a Dog in SLO Reel
-New Businesses in SLO, Upcoming Local Events
-Maintaining Highlights
Page 73 of 89
Page 74 of 89
Visit San Luis Obispo
Five-Year Strategic Plan -2025–2030
January 2025
Page 75 of 89
Table of Contents
Overview
Strategic Plan:North Star
Strategic Plan:Strategies
Next Steps
Page 76 of 89
Overview
The tourism industry is one of the strongest economic drivers in San Luis Obispo.The
community is a beautiful gem in the Central Coast,offering a mix of history,outdoor
recreation,great shopping,and proximity to both the coast and inland vineyards.
Visit San Luis Obispo has engaged in strategic planning in the past:
●2013:Visit San Luis Obispo crafted its first Strategic Plan.
●2019:Visit San Luis Obispo developed a new Five-Year Strategic Plan.
●2020:Visit San Luis Obispo revisited its plan with an eye towards destination
resiliency in the light of the Covid-19 pandemic.
●2022:Visit San Luis Obispo worked with their agency-of-record,Noble Studios
to craft a Brand Book that includes a set of guidelines,and it’s also a set of
philosophies and beliefs.Specifically,the Brand Book states that the purpose of
the Brand is “Hearts in Beds”,and adheres to principles of being progressive,
wholehearted,and connected.
This 2025-2030 Five Year Strategic Plan seeks to craft the next roadmap for the
organization,and to dovetail with the Brand Book as it can.The Plan sets a course for
the organization to continue to drive the lodging economy and serve as the voice for its
stakeholders.
The planning effort began in September 2024 in collaboration with Whereabout,a
destination consultancy focused on stewardship.The process of crafting this Strategic
Plan included:
●Reviewing numerous background reports to understand the current state of the
tourism industry.
●Interviewing eight individuals representing different stakeholder perspectives
within San Luis Obispo.
●Meeting with Noble Studios to gain their insights on the destination and Brand
Book.
●Creating a Strategic Perspectives Report that presented seven key themes from
the discovery work.This report served as the foundation of the strategic
planning process by gathering insights on the current state of the industry and
identifying opportunities and challenges.The seven key themes from this report
are:
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1.Keep leaning into continuous improvement for the TBID.
2.Explore the investments and actions needed to activate mid-week
visitation.
3.Create excitement through one-of-a-kind festivals and events.
4.Promote sustainability as a distinctive sub-brand of Living the SLO Life.
5.While a rising tide raises all boats,ensure your boat is positioned to catch
the wind.
6.Continue to clarify Visit San Luis Obispo’s role in the countywide tourism
industry.
7.Advocate for the health of the tourism economy within the context of
community.
●Convening a one-day Strategic Planning Team Retreat on October 28,2024.
Held at the Hotel San Luis Obispo,the Planning Team reviewed the Strategic
Perspectives Report;jointly revisited the organization’s Vision,Mission,Values,
and Position Statement;then identified four key areas of focus (Objectives)for
the next five years.For each Objective,the Team identified indicators by which
to measure success towards the Objective,and 3-5 Strategies to accomplish
the Objective.
Vision
Mission
Together,the Vision and Mission state why an
organization exists and the purpose it serves.
Values Values are those core,shared beliefs that drive the way
individuals in the organization work together.
Position The Position identifies what unique and sustainable value
the organization delivers to its stakeholders.
Objectives Objectives are the big goals for the planning horizon.
They are supported by Indicators—how success will be
measured,and Strategies—the work that will be done to
accomplish the Objectives.
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Strategic Plan:North Star
Vision:
A welcoming community with a vibrant economy that enriches the lives of visitors and
residents alike.
Mission:
We share the abundance of SLO,driving the lodging economy and serving as the voice
of our stakeholders.
Values:
We believe in:
●Service
●Leadership
●Adaptability
●Collaboration
Position:
The SLO TBID stewards the brand of Visit San Luis Obispo and represents its lodging
partners,driving overnight stays by:
●Telling the San Luis Obispo story via targeted marketing content and activities.
●Serving as a convener and subject matter expert for tourism conversations
impacting the destination.
●Advancing strategic partnerships that extend the reach and influence of Visit
San Luis Obispo.
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Strategic Plan:Strategies
Objective 1:Ensure Organizational Excellence
Indicators:
»Maintain stakeholder sentiment of Visit San Luis Obispo performance.
»Increased engagement and participation with the Visit San Luis Obispo toolkit.
Strategies:
»Grow organizational capacity.One of the limiting factors to growing San Luis
Obispo as a destination is the size of the organization and its capacity to take on
new work and initiatives as they emerge.To ensure that staffing does not create
a bottleneck,the organization will look for ways to build its capacity to take on
expanded work,and to continue to deliver excellent results on behalf of the local
tourism economy.
»Invest in internal relationship building.Strong relationships within an
organization are the fertile ground in which excellence can flourish.In this
strategy,Visit San Luis Obispo will invest in strengthening and building its
internal relationships—staff,Board,and contractors—to help build the
conditions for organizational excellence.In practice,this could look like team
retreats,group training on crucial conversations,and investments in maintaining
a healthy culture.
»Develop an innovation process.While the general consensus from the
Discovery Phase of this Strategic Planning process was for Visit San Luis
Obispo to stay the course (as compared to engaging in radical change),strategic
innovation and risk-taking has its place.In this initiative,Visit San Luis Obispo
will craft a process through which to consider pivots in approach or bold ideas
that they could act upon—such as pursuing a Fourth of July Drone Show or
creating a SLO Life Coach Certification program.
»Communicate successes.Visit San Luis Obispo has had some great
successes over the past few years—the stabilization,recovery,then growth of
the tourism economy post-COVID has been a success with occupancy,ADR,
and RevPAR trending higher.Programs like Keys for Trees have been successful
as well.In this strategy,Visit San Luis Obispo will craft and execute a
communication plan to get the word out on its successes.This plan will consider
various audiences—such as Visit SLO CAL and other industry partners,local
residents,the business community—and the variety of channels that individuals
prefer for receiving information.
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»Invest in stakeholder connections.Visit San Luis Obispo will enhance and
expand the tools it uses to connect with its stakeholders,be it through
enhancing communications,providing more face-to-face networking
opportunities,or other innovative approaches.In the Discovery Phase of this
Strategic Planning process,stakeholders mentioned that electronic
communications could be improved,as some news gets buried that readers
would want to know.In addition,staff at Visit San Luis Obispo are aware of the
annual calendar change looming with Cal Poly,and want to ensure a smart
communication campaign so that stakeholders are aware and have the
opportunity to adjust how they provide service to accommodate this significant
change in visitation timing.
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Objective 2:Deliver Smart Growth
Indicators:
»Increase in resident sentiment.
»Increase mid-week occupancy.
»Increase length of stay.
Strategies:
»Foster ongoing positive resident sentiment.Having residents support tourism
makes the work of growing the visitor economy that much smoother.While
current resident sentiment is considered positive,Visit San Luis Obispo will want
to ensure this remains the case.In this initiative,the organization will periodically
take the pulse of the community as it relates to facets of tourism,and consider
adjustments in approach to ensure residents remain in support.
»Develop remote work messages as part of SLO Life.With a deep brand focus
on connection,wholeheartedness,and progressiveness,a youthful personality,
the presence of Cal Poly,and the desire by travelers to be digital nomads—able
to work and vacation at the same time—San Luis Obispo is strategically
positioned to capture more travelers seeking this kind of experience.This
initiative will curate messages about remote work and embracing being a digital
nomad as part of the SLO Life brand promise.
»Advocate for conference center development.One of the more significant
gaps in the visitor economy is the dearth of mid-week travel to the community.
One way to address this gap is to have the facilities that can accommodate the
Meetings,Incentives,Conferences,and Exhibitions (MICE)market,and attract
more business travel.This initiative will continue the work that has been
underway since the 2019-2024 Strategic Plan to develop a conference center in
the city.
»Partner with Visit California and Visit SLO CAL to bolster targeted
segments of travel.Visit San Luis Obispo cannot deliver the results it envisions
at current staffing levels without smart partnership and leveraging with its peer
organizations:Visit California and Visit SLO CAL.Both of these organizations
have more staff and a bigger ‘megaphone’to get the message out about the
Central Coast and its communities.Working together can help elicit more group
and meeting travel to the city and region and increase international travelers
seeking to explore this area.
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Objective 3:Build Meaningful Partnerships
Indicators:
»Create one net new signature brand partnership.
»Partnerships balanced across identified key sectors (pass/fail).
Strategies:
»Perform an audit of our partnership landscape.Visit San Luis Obispo has
many existing partners with whom it collaborates to achieve its vision and
mission.With the creation of this 2025-2030 Strategic Plan,the organization will
have a clear line of sight into the work that lies ahead.With that awareness,the
organization will review its partner landscape through a cost/benefit
analysis—who does Visit San Luis Obispo work with,where do missions align,
and where would additional partners support achieving strategies?
»Develop partnerships to address key gaps.With the findings of the
Partnership Audit in hand,Visit San Luis Obispo will create an action plan to
initiate,build,then deepen relationships with partner organizations.While many
of the partnerships to develop will be to help carry out the strategies identified in
this Strategic Plan,the best outcome for all partnerships will be strong,
committed,mutually-beneficial relationships that endure into the future.
»Develop an events strategy to complement Visit SLO CAL’s approach.One
of the themes from the Discovery Phase of this Strategic Planning work was to
create excitement in San Luis Obispo through events and festivals.Visit SLO
CAL has developed an events strategy for the county-wide destination.With
awareness of that strategy,Visit San Luis Obispo will develop its own that
elevates approaches and themes for events and festivals that align with the Visit
San Luis Obispo brand.
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Objective 4:Activate the SLO Life
Indicators:
»Brand lift on SLO Life campaign.
»Increase RevPAR.
»Media/Reach coverage on social &environmental responsibility.
Strategies:
»Enhance the use of data to inform marketing programs.Live the SLO Life,
Visit San Luis Obispo’s brand,tells a compelling story of the destination and the
feeling of being in the community.Through strategic investigation and leveraging
of data,Visit San Luis Obispo can further refine its target audiences,target
markets,and times of year where marketing the brand can have even more
impact.
»Maintain focus on social awareness &environmental responsibility.Many
stakeholders identified Visit San Luis Obispo’s approach to sustainability,the
environment,and inclusivity as part of what make it distinctive.Further,these
attributes are increasingly important to younger travelers,who are a growing
segment of the traveling public.By continuing to focus on sustainability,
environmental responsibility,and social awareness,and perhaps to evolve and
deepen its commitment to these,Visit San Luis Obispo will not only distinguish
itself as a destination,but will also bring to life the natural,progressive,and
welcoming attributes of the SLO Life brand.
»Maximize the SLO Life Coach campaign.Part of the Live the SLO Life brand is
the SLO Life Coach campaign.This campaign brings personality,relatability,
and fun to the SLO Life through a coach encouraging visitors to embrace
aspects of San Luis Obispo–like the MidWeekend and sustainability.Continuing
to build out this campaign with its “spokes-coach”will continue to bring the SLO
Life brand to life.
»Differentiate Visit San Luis Obispo while building off Visit SLO CAL’s
success.Given that there is a San Luis Obispo County,City of San Luis Obispo,
Visit SLO CAL,and Visit San Luis Obispo,there is warranted confusion on which
organization does what,for what area,and for what purpose—especially when it
comes to travel and tourism.While there is a benefit to Visit San Luis Obispo to
have a shared name with Visit SLO CAL,especially when it comes to touting
successes,there is a drive to distinguish Visit San Luis Obispo and the city as a
unique destination from the rest of the county.In this strategy,Visit San Luis
Obispo will craft an approach that both builds from Visit SLO CAL’s successes
while ensuring it is seen as a unique destination.
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Next Steps
Once adopted by the TBID Board,Visit San Luis Obispo will communicate this
Strategic Plan to its partners using a variety of channels—VisitSLO.com,face-to-face
conversations,and partner outreach.Visit San Luis Obispo will also share how
stakeholder input influenced this plan and was considered in the formulation of the
Objectives and Strategies.
The implementation of the plan will be owned by the Visit San Luis Obispo staff,and
supported by Board members when appropriate.The team will develop a systematized
way to give periodic updates on overall progress to the Board,and to track and present
indicator measurements once a year.
Next,Visit San Luis Obispo will identify the first set of strategies to begin to implement.
These may be those that need to happen first,strategies that are prerequisites for other
strategies,or those that are early easy wins.As a guideline,this should include
between one third and one half of the strategies described in this Plan.For each
strategy,Visit San Luis Obispo will want to have a single person act as its project
manager.Within the group of individuals working on a particular strategy,this person
will be in charge of crafting a work plan,building timelines,identifying and engaging
with partners both in and outside of the organization,specifying financial needs for
executing the strategy,and finally,implementing that plan of action.
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2025-27 Financial Plan Proposed Goals & Objectives
Tourism Business Improvement District
Background
The Tourism Business Improvement District (TBID) Board recommends that City Council continue with
the existing adopted Major City Goals for 25-27 as these goals continue to align with the priority values
and needs of the community. However, the TBID recommends the addition work program as outlined
below.
Goals
1. Economic Development & Fiscal Sustainability: In collaboration with local partners, continue to
support economic development and a thriving local economy by supporting local businesses,
arts and culture, downtown vitality, practicing fiscal responsibility, paying down unfunded
pension liabilities, and investing in critical infrastructure.
• Proposed Work Program Focus Areas + Additions:
• Foster economic resiliency to support the vitality of downtown and outlying
business districts. Support and provide programs for business community
recovery + community beautification so SLO remains a vibrant and attractive
place to live, work and visit.
• Continuance of a conference center feasibility study.
• Support efforts to drive more midweek corporate business demand in the city.
• Streamline permitting for future development.
• Evaluate parking needs downtown, at sports venues and elsewhere to
accommodate added demand and encourage visitation.
• Expand the economic development commitment of the city to support new
ways of doing business and reduce business development barriers. Economic
recovery supports local jobs and the local economy.
• Prepare for the increase in overall hotel rooms in the county by supporting and
growing the awareness of San Luis Obispo as a leisure and small meetings
destination.
• Ensure that the City and Cal Poly, as well as other large employers are aligned
and ready to collaborate.
2. Diversity, Equity & Inclusion: In response to our commitment to making San Luis Obispo a more
welcoming and inclusive city for all, continue to develop programs and policies to support
diversity, equity and inclusion initiatives and advance the recommendations of the Office of DEI.
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2025-27 Financial Plan Proposed Goals & Objectives
• Proposed Work Program Focus Areas + Additions:
• Expand engagement and education to support and foster safe and welcoming
opportunities throughout the community.
• Continue to work with a wide-ranging group of nonprofits and community
organizations to ensure that the residents of San Luis Obispo are exposed to
diverse opportunities to all segments of our local community.
• Build connection between diverse community populations (Cal Poly, Business,
Residents, Visitors).
3. Housing and Homelessness: To expand housing options for all, continue to facilitate the
production of housing, including the necessary supporting infrastructure, with an emphasis on
affordable and workforce housing. Collaborate with local nonprofit partners and the county, the
state, and federal governments to discover and implement comprehensive and effective
strategies to reduce chronic homelessness.
• Proposed Work Program Focus Areas + Additions:
• Prioritize helping alleviate unhoused population issues as much as possible.
• Getting the unhoused population housed and/or relocated from high-traffic
areas like downtown to benefit tourism through the visitor experience.
• Addressing safety concerns from the general population related to the impacts
from the unhoused population so residents and tourists can feel safe while
enjoying activities in San Luis Obispo.
• Address affordable housing as an economic issue and barrier to resource
retention and business attraction.
• Encourage smart growth in housing and other services that make San Luis
Obispo a place where people want to be.
• Continue to facilitate the production of affordable and workforce housing so our
workforce doesn’t have to live so far away. Support and encourage affordable,
on campus student housing options to free up rental housing.
• Implement comprehensive and effective strategies to reduce chronic
homelessness.
4. Climate Action, Open Space & Sustainable Transportation: To proactively address the climate
crisis, continue to update and implement the Climate Action Plan for carbon neutrality, including
preservation and enhancement of open space and the urban forest, alternative and sustainable
transportation, and planning and implementation for resilience.
• Proposed Work Program Focus Areas + Additions:
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2025-27 Financial Plan Proposed Goals & Objectives
• Expand regional transportation options in collaboration with Visit SLO CAL and
other partners to encompass a more regional approach (to/from Santa Maria to
working centers in San Luis Obispo and airport/train station to key SLO locations
including downtown, Cal Poly, and hotels).
• Continue to ensure the City has places for people to gather for events, but also
to experience the nature and beauty of the central coast.
• Develop a comprehensive plan related to the increased likeliness of extreme
weather events (fire, flooding, etc.), to help encourage a healthy city and keep
insurance costs down for residents and businesses.
• Consider economically supporting buildings that install solar and other
offsetting components.
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