HomeMy WebLinkAbout01-08-2025 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, January 8, 2025, 10:00 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 REGULAR MEETING ON DECEMBER 11, 2024 5
3.b SMITH TRAVEL REPORT (STR)9
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 11
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 13
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 15
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
17
3.g BADGER BRANDING ORGANIC SOCIAL REPORT 29
4.PRESENTATIONS
4.a MARKETING SERVICES QUARTER REPORT (25 MIN)
Representatives from Noble Studios and Uniquely Driven will present
the second quarter report for the marketing and public relations activities
for the SLO TBID.
4.b PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT (20
MIN)
Representatives from the SLO Chamber will present the second quarter
report on the Public Relations and Guest Services contract activities
with the SLO TBID.
4.c CONTENT MARKETING QUARTER REPORT (15 MIN)
Representatives from the Badger Branding will present the second
quarter report for the content marketing support and organic social
media activities with the SLO TBID.
5.BUSINESS ITEMS
5.a STRATEGIC PLAN 2025-2030 (15 MIN)
The Board will review the final 2025-2030 Strategic Plan for approval
and adoption.
5.b UNPACKING MARKETING STRATEGY (15 MIN)
Noble Studios will present the marketing plan to utilize assets from
SLO's Unpacking episode, part of a Visit SLO CAL co-op.
5.c SLO LIFE COACH STUDIO FILMING (10 MIN)
The Board will consider an opportunity for staff to attend the SLO Life
Coach studio filming funded through the available support/meetings
budget.
6.TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE
6.b MARKETING COMMITTEE UPDATE
6.c MANAGEMENT COMMITTEE UPDATE
6.d PCC UPDATE 39
6.e VISIT SLO CAL UPDATE
6.f TOURISM PROGRAM UPDATE
7.ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board
is scheduled for February 12, 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
December 11, 2024, 9:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Lori Keller, Member Winston Newland, Member Nipool
Patel, Member Prashant Patel, Vice Chair Clint Pearce
TBID Board Absent:
Chair Lydia Bates
City Staff Present:
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth, Economic Development & Tourism Manager
Laura Fiedler
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on December 11, 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:
Laura Fiedler, Economic Development & Tourism Manager
--End of Public Comment--
3. CONSENT
Motion By Member Patel
Second By Member Keller
To approved Consent Items from 3a through 3g.
Ayes (5): Member Keller, Member Newland, Member Nipool Patel, Member
Patel, and Vice Chair Pearce
Noes (1): Member Sandoval, and Chair Bates
Page 5 of 41
2
CARRIED (5 to 1)
3.a MINUTES OF TBID SPECIAL MEETING ON OCTOBER 28 & REGULAR
MEETING ON OCTOBER 9 & NOVEMBER 13
3.b SMITH TRAVEL REPORTS (STR)
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORTS
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. BUSINESS ITEMS
4.a 2025-2030 STRATEGIC PLAN REVIEW (30 MIN)
Stacy Humphrey, Whereabout presented the staff report and responded to
inquiries.
Public Comment:
None
--End of Public Comment--
Action: By consensus the Board approved the draft of the 2025-2030
Strategic Plan.
4.b SLO LIFE COACH CAMPAIGN UPDATE (15 MIN)
Nobles Studios staff presented an update on the SLO Life Coach
campaign and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
4.c Q3 MEDIA PLAN REVIEW (20 MIN)
Danni Winter and Hayley Corbett, Noble Studios presented the report and
responded to inquiries.
Page 6 of 41
3
Public Comment:
None
--End of Public Comment--
Action: By consensus the Board approved the Q3 media plan.
4.d 2025-2027 COUNCIL GOAL SETTING (25 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
4.e TBID PARTNER RECEPTION (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 Member Prashant Patel
To approve the budget allocation of up to $3,000.
Ayes (5): Member Keller, Member Newland, Member Nipool Patel,
Member Patel, and Vice Chair Pearce
Noes (1): Chair Bates
CARRIED (5 to 1)
4.f TRADESHOW BUDGET UPDATE (5 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Page 7 of 41
4
Motion By Member Patel
Second By Member Newland
To approve the revised budget of $10,790 for the IPW tradeshow.
Ayes (5): Member Keller, Member Newland, Member Nipool Patel,
Member Patel, and Vice Chair Pearce
Noes (1):Chair Bates
CARRIED (5 to 1)
5. TBID LIAISON REPORTS & COMMUNICATION
5.a HOTELIER UPDATE
5.b MARKETING COMMITTEE UPDATE
5.c MANAGEMENT COMMITTEE UPDATE
5.d PCC UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a brief update on PCC activities.
5.e VISIT SLO CAL UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a brief update on Visit SLO CAL activities.
5.f TOURISM PROGRAM UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on the tourism program.
6. ADJOURNMENT
The meeting was adjourned at 10:32 a.m. 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.
APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/202X
Page 8 of 41
December 2024
2024 2023 2024 2023 2024 2023 OCC ADR RevPar Room
Rev
Rom
Avail
Room
Sold
San Luis Obispo County 49.50 50.00 149.60 143.90 74.12 72.02 -1.00 4.00 2.90 1.50 -1.4 -2.4
City of Paso Robles 49.8 52.8 166.95 164.28 83.08 86.70 -5.7 1.6 -4.2 -2.3 1.9 -3.9
City of Pismo Beach 44.6 47.4 171.90 164.10 76.74 77.73 -5.8 4.8 -1.3 -1.7 -0.5 -6.2
City of San Luis Obispo 55.7 53.7 143.03 137.76 79.65 73.99 3.7 3.8 7.7 3.9 -3.5 0.1
City of Morro Bay 48.8 47.2 121.56 116.7 59.29 55.1 3.3 4.1 7.5 7.4 -0.1 3.2
2024 2023 2024 2023 2024 2023 OCC ADR RevPar Room
Rev
Rom
Avail
Room
Sold
San Luis Obispo County 48.2 46.8 144.34 141.12 69.64 66.02 3.1 2.3 5.5 4.0 -1.4 1.7
City of Paso Robles 49.50 47.00 156.94 154.74 77.64 72.78 5.20 1.40 6.70 8.80 1.9 7.2
City of Pismo Beach 41.30 43.80 170.09 163.84 70.23 71.76 -5.70 3.80 -2.10 -2.60 -0.5 -6.2
City of San Luis Obispo 54.50 51.50 135.80 138.49 73.99 71.27 5.90 -1.90 3.80 0.20 -3.5 2.2
City of Morro Bay 47.80 43.40 118.92 111.90 56.90 48.60 10.20 6.30 17.10 17.20 0.1 10.3
2024 2023 2024 2023 2024 2023 OCC ADR RevPar Room
Rev
Rom
Avail
Room
Sold
San Luis Obispo County 47.20 45.10 141.58 145.49 66.84 65.61 4.70 -2.70 1.90 1.20 -0.7 4
City of Paso Robles 43.80 41.10 150.65 154.00 65.97 63.23 6.70 -2.20 4.30 6.40 1.9 8.7
City of Pismo Beach 43.20 44.60 167.88 171.61 72.52 76.61 -3.20 -2.20 -5.30 -5.80 -0.5 -3.7
City of San Luis Obispo 52.90 48.50 133.26 141.04 141.04 70.55 68.39 9.20 -5.50 3.20 -0.40 -3.5
City of Morro Bay 45.10 42.90 111.43 113.00 50.21 48.50 4.90 -1.40 3.50 3.60 0.1 5
2024 2023 2024 2023 2024 2023 OCC ADR RevPar Room
Rev
Rom
Avail
Room
Sold
San Luis Obispo County 67.30 69.70 179.10 180.72 120.56 125.98 -3.40 -0.90 -4.30 -4.90 -0.7 -4.1
City of Paso Robles 62.70 68.20 186.40 191.50 116.95 130.64 -8.00 -2.70 -10.50 -8.70 1.9 -6.2
City of Pismo Beach 71.20 73.90 221.68 223.20 157.94 164.90 -3.60 -0.70 -4.20 -4.70 -0.5 -4
City of San Luis Obispo 69.20 70.60 162.83 165.61 112.75 116.89 -1.90 -1.70 -3.50 -6.90 -3.5 -5.3
City of Morro Bay 63.00 66.10 134.23 134.80 84.59 89.10 -4.70 -0.40 -5.00 -4.90 0.1 -4.6
updated 01/06/2025
For the week of December 1-7,
2024
Current Week Totals - TY vs. LY
Occupancy (%)ADR RevPar
Occupancy (%)ADR RevPar Percent Change
Occupancy (%)
Current Week Totals - TY vs. LY
Percent Change
Current Week Totals - TY vs. LY
For the week of December 22-28,
2024
For the week of December 15-21,
2024
For the week of December 8-14,
2024
Occupancy (%)ADR RevPar
Percent Change
Current Week Totals - TY vs. LY
Percent Change
ADR RevPar
Page 9 of 41
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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$ 916,405$ -10.6%
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$ 920,173$ -6.7%
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 422,488$ 722,487$ 770,599$ 757,010$ 823,018$ 8.7%
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$ 5,074,812$ -53.3%
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 62.6 66.8 6.7%165.42 171.03 3.4%103.48 114.16 10.3%
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 68.11 73.28 0.017 176.58$ 186.19$ -0.005063 121.84$ 137.13$ 0.01 Updated: 01/06/2024
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
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Report to City of SLO – TBID and PCC
Public Relations Contract
December 2024
PR ACTIVITY
Implementation/Proactive Work
Continued planning for SoCal Media Mission writer Chanin Victor's upcoming stay
Continued planning for travel writer Meghan Rose's upcoming stay
Continued planning for SoCal Media Mission writer Linda Laban's upcoming stay
Continued 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
Continued to pitch Buy Local Bonus to local and regional media
Attended the Visit SLO Cal PR Mixer
Began planning for SLO Restaurant Month with the City, Downtown SLO and Badger Branding
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
VISIT CALIFORNIA New Year, New Reason to Celebrate 230,243.00 Cultural RESPONSIVE PITCHING
VISIT CALIFORNIA California’s best morning after brunch spots 230,243.00 Culinary RESPONSIVE PITCHING
NEWSBREAK Craving coffee? Cocktails? Here are Yelp's top 10 spots for drinks on the Central Coast 14,980,000.00 $1,411.75 Beer/Wine
TRAVEL + LEISURE 15 Best Places to Travel in February 12,692,638.00 $253,852.76 Cultural
WORLD ATLAS These 7 Towns in Southern California Have Bustling Main Streets 8,780,000.00 $231.47 Cultural
WORLD ATLAS 9 Best California Towns For A Weekend Trip 8,780,000.00 $231.47 Cultural
WORLD ATLAS 9 Most Scenic Drives in California 8,780,000.00 $231.47 Outdoor
TRAVEL OFF PATH You Can Fly Nonstop To These 3 Underrated California Beach Towns This Winter 533,000.00 $122.68 Cultural
TRIBUNE Guy Fieri, cheap eats and top ramen: 5 stories on SLO County’s restaurant scene 377,000.00 $55.10 Culinary
WHIMSY SOUL Desert Dreams & Golden Coast Getaways: Best Day Trips From Los Angeles 386,000.00 $6.29 Culinary
PACIFIC SURFLINER 12 SoCal Holiday Trip Ideas Cultural
KINSHIP The 10 Most Dog-Friendly Cities for Summer Vacation Family
TOTALS
12 1,296,000.00 $184.07
TOTAL YTD 3,062,791,925.00 $856,076.51
75 3,064,087,925.00 $856,260.58
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Dec Nov Dec
2023 2024 2024 Asia 15%
Walk‐ins 14,148 5,482 15,084 Europe 33%
Phone Calls 563 189 380 Australia/NZ 11%
Emails & Digital 2,073 968 2,135 UK 15%
N. America 15%
C. America 0%
Dec Nov Dec S. America 11%
2023 2024 2024
Calls 20 19 23 West Coast 40%
Southwest 5%
Midwest 25%
Dec Nov Dec South 17%
2023 2024 2024 East Coast 14%
Referrals 39 18 20
Northern CA 33%
Central Coast 38%
Dec Nov Dec Central Valley 0%
2023 2024 2024 Desert 2%
Email 81 162 55 Southern CA 26%
Phone Calls 101 153 110
Dec Dec Dec
2023 2024 2024 YTD
Fulfilled 18 39 VisitSLO.com 13 425
VISITOR CENTER ACTIVATIONS
N/A
VISITOR CENTER HIGHLIGHTS
1) Administered the Buy Local Bonus Program
3) Did we mention the Buy Local Bonus program was going…
2) Welcomed all our guests visiting our city
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO ‐ TBID & PCC
GUEST SERVICES CONTRACT
DECEMBER 2024
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877‐SLO‐TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
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Agency Report ·December 2024
SLO-TBID
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Agency Repor t
December Activity &Performance
What’s Ahead:
●Quarterly Marketing Plan FY24-25:
Visit SLO - 30/60/90 Marketing Plan - FY24-25
YTD KPI Performance
Expected Pace:50%
Paid Media
In December,Noble Studios proactively monitored and optimized paid media placements while
managing a total monthly spend of $7,339.
Paid Search
In December,paid search drove 24,521 impressions (+56%YoY),2,414 clicks (+20%YoY),9.84%
CTR (-23%YoY),a 22%conversion rate (-2%YoY),and 2,569 website sessions (+20%YoY)while
driving 1,039 lodging referrals (+21%YoY)and 170 things to do referrals (+49%YoY)at a 20%
increase in cost YoY.
In December,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
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often people clicked,we still saw a big jump in overall volume of clicks and partner referrals for
lodging and activities overall.
Search Engine Optimization (SEO)&Content Creation
Organic search traffic decreased 14%period-over-period and decreased 12%year-over-year.
Organic search generated 397 hotel partner referrals (-32%YoY),36 homestay partner referrals
(+90%YoY),and 1,665 things to do referrals (+3%YoY).Average engagement time has increased
2%YoY and pages per session has increased 18%YoY.
Page 1 keywords increased to 4.7K (+2%YoY),and total keywords increased to 26.9K (+23%YoY).
Upon looking into the decrease in organic traffic,we noticed that many of the top 10 terms that
3
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contributed to the decreased traffic were related to things to do in San Luis Obispo,as well as our
high-volume primary term “San Luis Obispo”.Based on this information,we have recommended
prioritizing page optimizations for the homepage and things to do page to quickly address this
decrease in traffic.
Email Marketing
December Newsletters
In December,we sent one newsletter to all subscribers.The email focused on promoting the Buy
Local Bonus and the Gift Guide.In December,our newsletter drove 541 sessions (+3%YoY),216
total partner referrals (+137%YoY),26 hotel referrals (+13%YoY),had an average engagement rate
4
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of 61%(+16%YoY),an average engagement time of 51s (+17%YoY),and an average pages/session
of 2.62 (+25%YoY).
Key Takeaway:There was a very large amount of interest in the SLO Holiday Gift Guide,garnering
over 25%of all clicks from this email,as well as a large amount of traffic going to SLO’s Instagram
page,driven by the video preview of the SLO Holiday Trolley.This shows that leaning into
limited-time and seasonal opportunities will further help boost engagement and overall email
performance.
December Newsletter Snapshot |Buy Local Bonus
●Send Date:Friday,12/13/24
●Audience Reached:All Newsletters Subscribers
●Recipients:33,324
●Open Rate:51.8%
●Click Rate:1.5%
●Number of Website Sessions:440
●Average Session Duration:2m 2s
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●Average Engagement Time:50s
●Pages /Session:2.33
●Engagement Rate:62%
●Total Partner Referrals:139
●Total Lodging Referrals:32
Website
In December,the website saw 26,532 total sessions (-1%YoY).The channels contributing to the
most lodging referrals this month were paid search,organic search,and referral.Across the website
in December,we saw an average of 2.3 pages per session (+5%YoY)and an average engagement
time of 0:45 (-12%YoY).In December,we saw 4,660 total partner referrals (-4%YoY),1,452 hotel
referrals (+3%YoY),87 homestay referrals (-22%YoY),and 2,082 things to do referrals (+11%YoY).
Most of our paid media was paused in December,and while we saw strong improvements in Paid
Search YoY,the majority of the decrease in total sessions and hotel referrals came from organic
traffic related to things to do terms and our primary “San Luis Obispo”term.In January,we are
prioritizing optimizing the homepage and the things to do page to address this decrease in organic
traffic.
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MRO Updates:
○Plugins and Updates
■ACF Pro
■Gravity Forms
■Gravity Forms Mailchimp Add-on
■Permalink Manager Pro
■Redirection
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■Safe SVG
■Events Calendar
■Events Calendar Pro
■WP Mail SMTP
■Yoast
○Theme Updates
■Fixed an issue with affiliate logo widths in the footer (affected Safari)
■Updated “Good to Know”tabs to use button elements instead of links (better
practice)
■Deleted some stylesheets not in use by any blocks in the theme
■Located and moved some block stylesheets from old “styles/blocks”path to
correct block directories
■Implemented use of a link helper function across all blocks to ensure correct
“new tab”behavior and automatic link updates when permalinks are updated.
■Stakeholder location image slider no longer loads swiper or displays bullets
when only one slide is available.Increased bullet size to 24px to improve
ADA.
■Stakeholder location spinner animation now toggleable,and disabled by
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Web Retainer &Creative Services Monthly Progress
Task Hours Accomplishments
Monthly Maintenance,
Coordination,and
Management
3 Homepage updates,Intern training,restaurant page syncs,theme
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
9
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PR And Media Relations
In December,our pitching efforts focused on promoting San Luis Obispo as an ideal low-key New
Year’s destination,showcasing its charming downtown,vibrant culinary scene,and welcoming
atmosphere.Through targeted outreach,we secured a sponsored segment opportunity for Jacqui
Clark-Charlesworth to appear on KSNV in Las Vegas to highlight the newly launched direct flights
from Las Vegas to San Luis Obispo,positioning the Central Coast as an accessible and enticing
getaway.This opportunity was presented to and approved by the board.Additionally,we focused on
building momentum for the upcoming SLO International Film Festival FAM,emphasizing the
destination’s rich arts and culture offerings to key media contacts.These efforts aim to enhance
San Luis Obispo's visibility as a unique and relaxed destination for diverse experiences.
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Below is a breakdown of earned media efforts,including proactive pitching,ongoing media
conversations and other activities for December:
Interviews:
●KSNV Channel 3:UVM –605,061 –Jacqui Clark-Charlesworth will be interviewed to discuss
the direct flights from Las Vegas to San Luis Obispo referencing key destination pillars to
experience once in SLO.Tentative dates in early January are being finalized.
Completed Press Trips:
●Martie Bowser,DETOUR Magazine (+syndications),McClatchy,Blavity,Black Wall Street
Times,MSN,Yahoo!Life.
○Visited December 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.
○Martie shared her experience in SLO with her social followers and tagged Visit San
Luis Obispo’s social channels during her visit.
○Article to run in 2025 TBD
Other Press Trip Requests:
●Organic Spa Magazine:Circulation –140,000/UVM 7,000+Writer expressed interest in a
press trip visit.Rather than a fully comped press trip,this opportunity has been offered as a
media rate for experiences and accommodations with a meal and coordinated wine tasting
should the writer be interested.The Uniquely Driven team is following up with the writer to
gauge interest.
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”
●“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”
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●“Unique Vacation Ideas for 2025”
●“Where to Go in April 2025”
●“Romantic Getaways in the US”
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:
●Noel Burgees,Forbes:UVM –99,621,955
○TBD;January 2025 press trip.
●Stephanie Gravalese,Forbes:UVM –99,621,955 /Slow Living Kitchen:UVM –5,370
○TBD;January 2025 press trip.
●Christina Silvestri,Arizona Foothills Magazine:UVM -26,039 -History,dining,SLO life
○TBD;travel dates for the end of January or early February 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.
●Rosa Gamazo,Telecinco Spanish media:UVM -4,976,592 -Luxury hotel and destination
feature
○Setting up a visit in 2025.
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December 2024
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 01/08/25Page 29 of 41
Followers: 36,494 ( 3.1%)
Total Net Growth: 287
Total Posts: 177
Total Impressions: 374,583 ( 65%)
(includes both organic & paid)
Total stories: 154
Total Engagements: 14,528 ( 32%)
Engagement Rate: 3.9 % ( 94%)
On January 1, 2025, Instagram is updating
and deprecating several metrics. Minor
changes to this report are expected.
INSTAGRAM
In December, we saw an increase in followers and a decrease in impressions and engagements. We expected a dip during the
holiday season as people are not spending the usual amount of time on social media. Our engagements spiked by 82% in
November, so the slight decrease was to be expected. Our engagement rate remains high, despite a dip in impressions. This
means fewer people saw our content, but the ones who did interacted with it twice as often than last month.
TOP POSTS:
Page 30 of 41
Page Followers: 97,287 ( 221%)
Total Net Audience Growth: 215
Total Posts: 21
Total Impressions: 203,898 ( 64%)
Total Organic: 44,583 ( 33%)
Total Engagements: 864 ( 11%)
Engagement Rate: .4% ( 207%)
FACEBOOK
TOP POSTS:
In December we saw an increase in followers, organic impressions, engagements, and engagement rate. This means that
although we saw a decrease in impressions, users are interacting with our content by liking, saving, commenting, and
sending. Our top content this month was the same videos across both Meta platforms.
Page 31 of 41
Followers: 1,489 ( 2.8%)
Followers Gained: 40
Impressions: 81,47 ( 67%)
Engagement: 293 ( 40%)
Engagement Rate: 3.6% ( 85%)
Video Views: 8,147 ( 67%)
In December, we saw an increase in followers and engagement rate. This means we are earning new followers and keeping them
interacting with our content. We saw impressions and engagements decrease due to the high success of our video last month
that received over 23k Views. We are following closely what will happen with this platform and will report a plan of action next
month.
TIKTOK
TOP POSTS:
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Total Audience: 412 ( 1.5%)
Total Net Growth: 6
Total Posts: 4
Impressions: 210 ( 49%)
Engagements: 17 ( 43%)
Engagement Rate: 8.1 % ( 11%)
LINKEDIN
TOP POSTS:
In December, we saw an increase in followers and engagement rate. Our impressions and engagements decreased due to
the holiday season / less business travel, more family travel. We tried to address this by featuring family-friendly and free
things to-do placements. We will circle back to trying video content next month to keep gauging its performance.
Page 33 of 41
Total Posts: 2
Story Views: 570 ( 32%)
Story Impressions: 934 ( 33%)
Interaction Rate: 72.3% ( 2.4 %)
(Average Rate: 67%)
Completion Rate: 57.7 % ( 11%)
(Average Rate: 52%)
CA TRAVEL STORIES - CROWDRIFF
TOP POSTS:
In December, our analytics decreased although we saw great exposure on our Buy Local Bonus feature. 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: 1.66k ( 48%)
Engagements: 60 ( 11%)
Outbound Clicks: 1 ( 0%)
Saves: 21 ( 10%)
Total Audience: 1.16k ( 106%)
Engaged Audience: 43 ( 10%)
PINTEREST
In December, we featured shopping local and Buy Local Bonus. We saw an increase across the board on this platform. Our
impressions increased by almost 50% and our total audience by 106%. Despite this month’s success, we are still monitoring
and considering the cost/benefit analysis for continuing to be active.
TOP POSTS:
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WHAT WE WORKED ON THIS MONTH:
- Buy Local Bonus Campaign / Shop Local Saturday
-Update Highlight Regularly
-Budget-Friendly Gifts in SLO, SLO Experiences Gift Guide
- Seasonal / Holiday Focus
-SLO’s Holiday Hidden Gem / Cerro San Luis (44.1k Views)
-Holiday Happenings in SLO (25.4k Views)
-Holiday Trolley in SLO (12.3k Views)
-The Nutcracker at @PACSLO Giveaway (12.5k Views)
-San Luis Obispo 2024 Wrapped Reel (Spotify Wrapped) (5.8k Views)
- Winter Events in SLO, Keys for Trees Feature, New Businesses in SLO,
World Cuisine in SLO, Utility Box Art Tour
-Itinerary Style Content
-POV: It’s Date Night in SLO Reel (15.4k Views)
-24 Hours in SLO (19.6k Views)
- SLOCAL Collaboration / Partnership Reel (13.1k Views)Page 36 of 41
JANUARY’S FOCUS:
- SLO Restaurant Month
- Weekly Interview Reels w/ Adam Montiel
- Food Focus Itineraries (Gluten-Free SLO, Asian Cuisine
in SLO, Cheese Lovers Day in SLO, Bikes & Bites in SLO,
Fine Dining Bucket List)
- Restaurant Gift Card Bundle Giveaways for Ticket
Tuesdays
- Sustainable Shopping / Second-Hand Shopping
- Kid-Friendly Outdoor SLO, Ultimate Weekend Guide to SLO
- National Plan Your Vacation Day
- Art After Dark Return
- Pet-Friendly Hotels in SLO, New Businesses in SLO
- Upcoming Local Events (Lunar New Year Celebration)
- Maintaining Highlights / Engagement
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1
Promotional Coordinating Committee Minutes
November 18, 2024, 5:30 p.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
PCC Members
Present:
Committee Member Maureen Forsberg, Committee Member
John Thomas, Committee Member Anni Wang, Committee
Member Robin Wolf, Vice Chair Lori Lerian, Chair Samantha
Welch
PCC Members Absent:
Committee Member Lydia Bates
City Staff Present:
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee
was called to order on November 18, 2024 at 5:29 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:
Jim Dantona, SLO Chamber
Brianna Harris, SLO Chamber
--End of Public Comment--
3. CONSENT
Motion By Committee Member Wang
Second By Committee Member Forsberg
To approve Consent Items 3a through 3f.
Ayes (6): Committee Member Forsberg, Committee Member Thomas, Committee
Member Wang, Committee Member Wolf, Vice Chair Lerian, and Chair Welch
Noes (1): Committee Member Bates
CARRIED (6 to 1)
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2
3.a MINUTES OF THE REGULAR MEETING ON OCTOBER 9, 2024
3.b 2024-25 COMMUNITY PROMOTION BUDGET REPORT
3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT
3.d SLO CHAMBER GUEST SERVICES REPORT
3.e SLO CHAMBER GRANT SUPPORT REPORT
3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT
4. PRESENTATIONS
4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE (10 MIN)
No presentation done due to contractor being out sick.
4.b ARTOBER RECAP (15 MIN)
Staff and contractors Ashlee Akers, Verdin Marketing and Molly Burchett,
Badger Branding provided the results from the ARTober program.
Action: No action taken on this item.
5. BUSINESS ITEMS
5.a SUPPORT LOCAL SCOPE OF WORK (30 MIN)
Ashlee Akers presented the proposed scope of work and responded to
inquiries. The $85,000 budget will come from Economic Development
funds.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
5.b BUY LOCAL BONUS PROGRAM PLAN (15 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
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5.c 2025-2027 COUNCIL GOAL SETTING PROCESS UPDATE (20 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment—
Action: Consensus to move forward with recommended goals to City
Council.
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT – Liaison Assignments
6.b COMMITTEE OUTREACH UPDATE – Committee Report
Member John Thomas updated the Committee on the mid -Higuera Street
development project.
Chair Samantha Welch provided an update from the Mayor/Advisory Body
Chair Quarterly lunch.
6.c TBID BOARD REPORT – TBID Meeting Minutes: October 9 & 28
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 6:45 p.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for December 11, 2025 at
5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis
Obispo.
APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X
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