HomeMy WebLinkAbout04-09-2025 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, April 9, 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.APPOINTMENTS - OATH OF OFFICE
Christine Nelson and Dante Specchierla, appointed by the City Council on April
1, 2025 will take the oath of office to serve on the TBID Board.
4.BOARD INTRODUCTIONS
Board, staff and contractors will introduce themselves.
5.CONSENT
5.a MINUTES OF TBID REGULAR MEETING ON MARCH 12 5
5.b SMITH TRAVEL REPORT (STR)9
5.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 11
5.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 13
5.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 15
5.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
17
5.g BADGER BRANDING ORGANIC SOCIAL REPORT 23
6.PRESENTATIONS
6.a TOURISM ECONOMICS CO-OP UPDATE (15 MIN)33
Representative from Visit SLO CAL will present the findings from the
Economic Impact Study and Lodging Forecast co-ops with Tourism
Economics.
6.b MARKETING SERVICES QUARTER REPORT(15 MIN)
Representatives from Noble Studios and Uniquely Driven will present
the third quarter report for the marketing activities for the SLO TBID.
6.c PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT (15
MIN)
Representatives from the SLO Chamber will present the third quarter
report on the Public Relations and Guest Services contract activities
with the SLO TBID.
6.d CONTENT MARKETING QUARTER REPORT (15 MIN)
Representatives from the Badger Branding will present the third quarter
report for the content marketing support and organic social media
activities with the SLO TBID
7.BUSINESS ITEMS
7.a TBID ANNUAL CONTRACTOR PROPOSALS
The Board will receive contract proposals for consideration from the
following strategic partners and contractors:
7.a.1 Cal Poly Athletics - Sponsorship (15 MIN)
7.a.2 San Luis Obispo Chamber of Commerce - Guest Services &
Public Relations (15 MIN)
7.a.3 Badger Branding - Content Marketing Services (15 MIN)
7.b BOARD LIASON PROGRAM AND ASSIGNMENTS (10 MIN)
The Board will review the liaison program for discussion and assign
property liaisons for the remainder of FY25 and FY26.
8.TBID LIAISON REPORTS & COMMUNICATION
8.a HOTELIER UPDATE
8.b MARKETING COMMITTEE UPDATE
8.c MANAGEMENT COMMITTEE UPDATE
8.d PCC UPDATE 57
8.e VISIT SLO CAL UPDATE
8.f TOURISM PROGRAM UPDATE
9.ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board
is scheduled for May 14, 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
March 12, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Present: (Member Prashant Patel arrived at 10:50 a.m., Member Nipool
Patel left at 10:53 a.m.)
Member Lori Keller, Member Nipool Patel, Vice Chair Clint
Pearce, Chair Lydia Bates
TBID Board Absent: None
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 March 12, 2025 at 10:05 a.m. in the Council
Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Bates.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By Member N. Patel
Second By Vice Chair Pearce
To approve Consent Items 3a to 3g.
Ayes (4): Member Keller, Member Nipool Patel, Vice Chair Pearce, and Chair
Bates
Absent (1): Member Patel
CARRIED (4 to 0)
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2
3.a MINUTES OF TBID REGULAR MEETING ON FEBRUARY 12
3.b SMITH TRAVEL REPORT (STR)
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
3.g BADGER BRANDING ORGANIC SOCIAL REPORT
4. PRESENTATIONS
4.a NEW LODGING PROPERTY INTRODUCTION (10 MIN)
Elaina Jardini, Dual Director of Sales and Marketing for Residence
Inn/Springhill Suites provided an overview of the property to the Board.
Public Comment:
None
--End of Public Comment--
4.b PARTNER RECEPTION RECAP (5 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the recap of the Partner Reception and responded to inquiries.
Public Comment:
None
--End of Public Comment--
5. BUSINESS ITEMS
5.a Q4 MEDIA PLAN REVIEW (15 MIN)
Representatives from Noble Studios presented the media plan for the
fourth quarter which was approved by the Marketing Committee.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
Page 6 of 60
3
5.b SLO LIFE COACH IN MARKET FILMING (15 MIN)
Representatives from Noble Studios presented SLO Life Coach In-Market
Game Plan and an opportunity to extend the on-location filming for the
SLO Life Coach campaign in April.
Public Comment:
None
--End of Public Comment--
Motion By Vice Chair Pearce
Second By Member Nipool Patel
To approve extending the on-location filming for the SLO Life Coach
campaign using Option 1 with a not to exceed amount of $20,000
allocated from TBID’s available fund balance.
Ayes (4): Member Keller, Member Nipool Patel, Vice Chair Pearce, and
Chair Bates
Absent (1): Member P. Patel
CARRIED (4 to 0)
5.c CONTRACTOR EVALUATIONS (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.
5.d ELECTION OF CHAIR & VICE-CHAIR (10 MIN)
Motion By Vice Chair Pearce
Second By Chair Bates
To approve appointing Lydia Bates to continue as Chair and Clint Pearce
to continue as Vice Chair for the next year.
Public Comment:
None
--End of Public Comment--
Page 7 of 60
4
Ayes (4): Member Keller, Member Prashant Patel, Vice Chair Pearce, and
Chair Bates
Absent (1): Member Nipool Patel
CARRIED (4 to 0)
6. TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE - None
6.b MARKETING COMMITTEE UPDATE - None
6.c MANAGEMENT COMMITTEE UPDATE - None
6.d PCC UPDATE
Chair Bates provided a brief update on PCC activities.
6.e VISIT SLO CAL UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
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 11:06 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for April 9, 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 60
March 2025
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 65.70 69.49 66.78 194.50 189.19 192.92 127.79 131.46 128.84 -0.33 -3.80 -1.39 4.75 -5.13 1.61 4.40 -8.73 0.20
City of Paso Robles 48.97 72.97 55.83 147.78 208.55 170.47 72.37 152.17 95.17 -11.61 6.16 -5.71 -3.14 -8.30 -3.90 -14.38 -2.65 -9.40
City of Pismo Beach 44.82 75.78 53.67 160.35 231.75 189.16 71.87 175.62 101.51 -3.82 2.33 -1.43 2.56 4.75 4.18 -1.36 7.19 2.68
City of San Luis Obispo 55.95 81.81 63.34 133.41 205.60 160.05 74.65 168.19 101.38 -2.62 4.68 -0.05 -0.52 10.67 5.08 -3.13 15.86 5.03
City of Morro Bay 42.97 70.74 50.91 103.86 145.57 120.42 44.63 102.98 61.30 -8.59 7.23 -2.91 -6.90 0.95 -2.33 -14.90 8.24 -5.17
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 65.11 72.99 67.36 188.07 192.63 189.48 122.45 140.60 127.63 -5.98 -2.85 -5.03 -2.64 -1.58 -2.30 -8.46 -4.38 -7.21
City of Paso Robles 55.03 73.31 60.25 151.69 244.06 183.80 83.48 178.92 110.75 -1.66 -0.88 -1.39 -1.64 -5.67 -3.44 -3.27 -6.49 -4.78
City of Pismo Beach 51.61 73.60 57.89 166.74 244.41 194.95 86.05 179.89 112.86 -7.59 -10.71 -8.75 0.50 5.99 2.65 -7.13 -5.36 -6.34
City of San Luis Obispo 56.22 77.86 62.40 141.95 202.60 163.57 79.80 157.74 102.07 -7.21 -6.38 -6.92 3.28 -4.41 -0.17 -4.17 -10.52 -7.08
City of Morro Bay 43.03 64.65 49.21 102.70 149.08 120.11 44.20 96.39 59.11 -21.37 -14.15 -18.81 -11.72 -5.03 -8.15 -30.59 -18.47 -25.42
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 71.99 74.89 72.81 201.06 190.35 197.91 144.73 142.55 144.11 3.64 0.48 2.69 3.62 -1.53 2.11 7.39 -1.06 4.86
City of Paso Robles 58.25 80.41 64.58 150.29 234.36 180.20 87.55 188.45 116.38 -0.68 11.08 3.21 -2.72 -8.42 -4.16 -3.37 -3.37 -1.08
City of Pismo Beach 59.52 81.89 65.91 172.83 251.29 200.68 102.86 205.78 132.27 -2.76 5.58 0.05 0.58 8.94 4.73 -2.20 -2.20 4.77
City of San Luis Obispo 63.22 80.70 68.22 144.67 204.89 165.03 91.46 165.35 112.57 1.59 2.46 1.88 6.72 4.93 6.03 8.42 8.42 8.03
City of Morro Bay 54.08 78.95 61.18 107.05 160.17 126.64 57.89 126.45 77.48 -1.79 13.76 3.42 -11.25 -1.16 -5.85 -12.84 -12.84 -2.63
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 66.37 74.16 68.60 180.80 190.89 183.92 120.00 141.57 126.16 0.01 13.80 3.89 0.95 5.89 2.50 0.96 20.50 6.50
City of Paso Robles 59.43 78.60 64.90 150.32 235.85 179.91 89.33 185.38 116.77 -10.02 44.12 3.42 -11.77 8.39 -1.20 -20.62 56.21 2.18
City of Pismo Beach 65.22 79.57 69.32 182.04 253.88 205.60 118.72 202.01 142.52 -15.15 11.89 -7.85 -7.72 2.57 -2.49 -21.70 14.76 -10.14
City of San Luis Obispo 65.10 79.11 69.10 142.67 190.05 158.17 92.87 150.36 109.30 -14.38 11.39 -7.37 -3.04 2.85 0.50 -16.98 14.57 -6.90
City of Morro Bay 59.36 72.14 63.01 111.02 154.49 125.24 65.90 111.45 78.91 -13.09 15.61 -5.41 -11.50 1.31 -5.61 -23.08 17.12 -10.72
For the Week of March 23, 2025 to
March 29, 2025
For the Week of March 16, 2025 to
March 22, 2025
For the Week of March 09, 2025 to
March 15, 2025
For the Week of March 02, 2025 to
March 08, 2025
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
Page 9 of 60
Page 10 of 60
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$ 1,296,733$ 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$ 1,118,544$ 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$ 916,491$ -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$ 921,773$ -6.6%
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$ 825,524$ 9.1%
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$ 628,260$ 637,018$ 1.4%
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$ 695,223$ 11.8%
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$ 738,785$ 7.5%
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$ 850,274$
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$ 1,025,966$
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$ 989,619$
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$ $1,201,226.00
Total/Average 4,478,481$ 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$ 11,056,297$ 7,150,091$ -35.3%
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 56.4 59.8 6.0%150.28 146.17 -2.7%84.73 87.41 3.2%
January 54.2 62.4 15.1%140.24 144.12 2.8%76.00 89.99 18.4%
February 59.8 67.1 12.2%153.67 161.94 5.4%91.87 108.66 18.28%
March
April
May
June
Total/Average 66.40 69.46 0.052 172.59$ 172.90$ 0.003603 116.49$ 121.46$ 0.06 Updated: 04/03/2025
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Page 11 of 60
Page 12 of 60
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2025
PR ACTIVITY
Implementation/Proactive Work
Continued planning for Arts + Culture Fam in partnership with Uniquely Driven
Continued planning for Sustainability Influencer Fam in partnership with Kind Traveler
Continued planning for SoCal Media Mission writer Linda Laban's upcoming stay
Continued planning for travel writer Meghan Rose's upcoming stay
Continued working with the City and Noble Studios/Uniquely Driven on overall tourism marketing campaign
Responsive leads
Pitched "Luxury Wellness", "Culinary Delights" and "Sustainable Travel" story ideas to Visit California
Submitted quarterly SLO content to Central Coast Tourism Council
Partnerships
Attended Visit California Outlook Forum
Began planning for Marketing Plan Update with City, Noble Studios, Uniquely Driven and Badger Branding
Participated in 20/60/90 planning with City, Noble Studios, Uniquely Driven and Badger Branding
Met with Visit SLO CAL PR team to align on work
Reviewed Central Coast Tourism Council Itineraries
Reviewed Central Coast Tourism Council April Social Media plan
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
LONELY PLANET A first-time guide to San Luis Obispo, California 2,850,000.00 $10,501.00 Cultural MEDIA HOSTING IN PARTNERSHP W/VISIT SLO CAL
EIN PRESSWIRE San Luis Obispo, CA Officially Named the MidWeekend Vacation Capital of the World 165,000.00 $21.33 Cultural PROACTIVE PITCHING BY UNIQUELY DRIVEN
MSN Spring’s Hottest Celebrations: 10 Chic Festivals & Glam Events You Can’t Miss This Season 136,500,000.00 $10,687.04 Beer/Wine REACTIVE PITCHING BY UNIQUELY DRIVEN & HOTEL SLO
YAHOO NEWS The best wildflower hiking destinations in the United States 54,290,000.00 $11,983.00 Outdoor REACTIVE PITCHING BY UNIQUELY DRIVEN
AOL The best wildflower hiking destinations in the United States 34,968,755.00 Outdoor REACTIVE PITCHING BY UNIQUELY DRIVEN
NATIONAL GEOGRAPHIC The best wildflower hiking trails in the U.S.6,892,122.00 $3,120.93 Outdoor REACTIVE PITCHING BY UNIQUELY DRIVEN
VISIT CALIFORNIA San Luis Obispo 32,300.00 Cultural REACTIVE PITCHING BY VISIT SLO CAL
INSPIRATIONS & CELEBRATIONS Spring's Hottest Celebrations: 10 Chic Festivals & Glam Events You Can't Miss This Season 6,000.00 $0.33 Beer/Wine REACTIVE PITCHING BY UNIQUELY DRIVEN & HOTEL SLO
NEWS BREAK 17 of the Best Small U.S. Towns Recommended by Americans 10,380,000.00 $353.35 Cultural
NEWS BREAK How SLO’s Duncan Alley became a hot spot for wine, beer and more: ‘A mini Tin City’10,380,000.00 $353.35 Beer/Wine
NEWS BREAK SLO ranked as a 'sought-after college town' in the West, new study says. Why Gen Z loves it 10,380,000.00 $353.35 Cultural
TRAVEL OFF PATH This Is The Most Beautiful Train Ride In America, According To Amtrak 50,000.00 $11.43 Sustainability
TRAVEL OFF PATH Move Over San Diego! These 3 Coastal Towns Have Postcard Beaches & No Crowds 50,000.00 $22.85 Cultural
SOCAL PULSE Spring Break on the Rails: Coastal Getaways with Pacific Surfliner 18,000.00 $1.55 Sustainability
CALIFORNIA UNPUBLISHED Best BBQ in California: Hidden Gems Worth Discovering Throughout the Golden State 12,000.00 $0.35 Culinary
TOTALS
15 266,974,177.00 $37,409.86
TOTAL YTD 4,558,566,292.00 $1,234,595.44
118 4,825,540,469.00 $1,272,005.30
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Mar Feb Mar
2024 2025 2025 Asia 2%
Walk-ins 5,062 3,905 4,622 Europe 56%
Phone Calls 211 155 247 Australia/NZ 9%
Emails & Digital 1,012 1,313 1,490 UK 9%
N. America 15%
C. America 0%
Mar Feb Mar S. America 6%
2024 2025 2025
Calls 27 29 29 West Coast 13%
Southwest 7%
Midwest 41%
Mar Feb Mar South 15%
2024 2025 2025 East Coast 24%
Referrals 48 38 59
Northern CA 23%
Central Coast 48%
Mar Feb Mar Central Valley 2%
2024 2025 2025 Desert 0%
Email 101 74 87 Southern CA 28%
Phone Calls 132 106 133
Mar Mar Mar
2024 2025 2025 YTD
Fulfilled 50 38 VisitSLO.com 21 49
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO - TBID & PCC
GUEST SERVICES CONTRACT
MARCH 2025
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877-SLO-TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
VISITOR CENTER ACTIVATIONS
N/A
VISITOR CENTER HIGHLIGHTS
1) Hosted our guests, including our St. Patricks Day weekend and early Spring Break travelers
3) Introduced SLO to a plethora of first-time visitors
2)Visited our hotel partners to distribute resources and event flyers
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SLO Marketing Activities Report
Key Performance Highlights
March 2025
At-a-Glance Highlights
● Total Website Sessions: 84,246 (+1.4% YoY)
● Top Traffic Source: Paid Social
● Total Lodging Referrals: 5,426 (-1% YoY)
● Top Performing Ad: SLO CAL Unpacked (Paid Social, CTR up to 15%)
● Email Open Rate: 51.6% (March Newsletter)
● Media Mentions: Rose the SLO Way, featured as a springtime event ‘to be seen’ at
(MSN Syndication UVM 127,227,053)
YTD KPI Performance
Expected Pace through March: 75%
Paid Media Snapshot
● Paid Search
○ Impressions: 46,477 (+51% YoY)
○ Clicks: 5,317 (+3% YoY)
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○ CTR: 11.44% (-32% YoY)
○ Sessions: 16,969 (+82% YoY)
○ Lodging Referrals: 2,743 (+8% YoY)
○ Cost: $17,744 (+4% YoY)
● Paid Social (Evergreen)
○ Impressions: 1.78M (+18% YoY)
○ Clicks: 44,372 (+53% YoY)
○ CTR: 2.49% (+30% YoY)
○ Sessions: 19,368 (+47% YoY)
○ Lodging Referrals: 247 (-20% YoY)
○ Cost: $21,972 (+60% YoY)
● Display, Demand Gen, & PMAX
○ Impressions: 1.76M (-53% YoY)
○ CTR: 1.25% (+360% YoY)
○ Clicks: 22,020 (+116% YoY)
○ Sessions: 9,908 (+33% YoY)
○ Lodging Referrals: 312 (+111% YoY)
○ Cost: $9,031 (+45% YoY)
Key Insight: A shift in targeting for Display campaigns led to fewer, but much higher
quality impressions, a 499% increase in CTR, and ultimately 85% more clicks at a 15%
decrease in spend.
2
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Owned Media Snapshot
Email Marketing
● Emails Sent: 1
● Avg. Open Rate: 51.6%
● Avg. CTR: 1.5%
● Total Sessions: 461 (-53% YoY)
● Total Partner Referrals: 154 (-64% YoY)
Key Insight: Last year, we sent two emails in March, one highlighting the MidWeekend
deal and another highlighting Film Fest. The one email from this March had slightly lower
open and click rates, but still did well compared to benchmarks. Our MidWeekend email
will be going out in April highlighting our new evergreen MidWeekend messaging
approach.
Website
● Total Sessions: 84,246 (+1% YoY)
● Avg. Pages/Session: 2.01 (+2% YoY)
● Engagement Time: 0:32 (-10% YoY)
Top Lodging Referral Channels: Paid Search, Organic Search, Referral
SEO + Content
● Organic Sessions: 19,620 (-19%)
● Page 1 Keywords: 4.7K (-1%)
● Top Losses: San Luis Obispo, SLO Drive-In, Restaurant keywords
● Actions Taken: Restaurant page optimized mid-March; SLO Drive-In optimization
underway
Key Insight: YoY organic traffic drop tied to Google’s Dec Core Update, with top 1-3 rank
keywords recently seeing a 28% decline.
Creative & Web Maintenance
Website Maintenance & MRO
● Community Events Fix
● Plugin Updates:
○ Gravity Forms
3
Page 19 of 60
○ Gravity Forms Email Blacklist
○ Pantheon Advanced Page Cache
○ Redirection
○ Events Calendar (Core, Pro, Community)
○ Tiny PNG
○ WP Mail SMTP
○ Yoast
○ Styling Fixes: Image captions, editor scroll issues
Creative Services
● Long and Short Brochure edits
4
Page 20 of 60
Earned Media Activity
In March, our pitching efforts focused on positioning San Luis Obispo as an under-the-radar wine
getaway, the SLO Film Festival, an ar ts and culture hub, eco-friendly vacation destination and
opportunistic budget flights from direct SBP destinations. Through strategic outreach, we
emphasized SLO’s hidden gems, budget-friendly activities, outdoor experiences ahead of spring,
and cultural events to key media publications. We continued building momentum for the upcoming
SLO International Film Festival underscoring the city’s rich arts and culture scene.
Below is a breakdown of earned media efforts, including proactive pitching, ongoing media
conversations and other activities for March:
● Inspirations and Celebrations – UVM 6,675
● MSN Syndication – UVM 127,227,053
○ The article highlighted:
■ Rose the SLO Way, featured as a springtime event ‘to be seen’ at.
○ A link to the news article can be found here.
● National Geographic – UVM 6,892,122
● Yahoo! Syndication – UVM 407,199,536
● AOL Syndication – UVM 34,968,755
○ The article highlighted:
■ SLO’s wildflowers in bloom and hiking trails to enjoy them.
○ A link to the news article can be found here.
SLO International Film Festival FAM RSVPs:
● Caterina Balzano, La Opinion/El Diario Nueva York, UVM – 1,726,703
● Lesley Balla, Freelance/Taste of Home, UVM – 17,282,459
● Brenda Medley-Alexander, Blavity, UVM – 1,873,697
● Fiona Chandra, Freelance
● Sharael Kolberg, Freelance
Proactive Pitch Angles:
● “SLOIFF, SLO is an arts/culture/wine hub”
● “Budget-friendly wine country getaway”
● “$69 direct flights from SD to a budget-friendly spring break, blooms and wine trip”
● “Best detour destination to Paso Robles”
● “$99 direct flights from Portland”
● “Direct flights from Denver = art + wine on a dime”
● “Quietly becoming the best beverage hub in California”
5
Page 21 of 60
Pending Individual Press Trips:
● Ronny Maye, Essence: UVM – 2,035,079 / Fodor’s Travel: UVM – 2,641,983
○ April 5-7, 2025 press trip.
● Reuben Mourad, Thrillist: UVM – 1,371,632
○ April 17-19, 2025 press trip.
● Laura Powell, AAA: UVM 277,533 / Organic Spa Magazine: Circulation – 140,000; UVM –
3,128
○ June 22-25, 2025 press trip.
● Ligaya Malones, Lonely Planet: UVM – 3,889,221
○ TBD; Press trip in ‘25-26 fiscal year.
● Meghan Rose, PS (PopSugar): UVM – 3,752,358
○ FAM trip postponed due to LA fires. Trip rescheduling in progress.
● Rosa Gamazo, Telecinco (Spanish): UVM - 4,976,592 - Luxury hotel/destination feature
○ TBD; 2025 press trip.
● Stephanie Gravalese, Forbes: UVM – 99,621,955 / Slow Living Kitchen: UVM – 5,370
○ TBD; 2025 press trip.
● Christina Silvestri, Arizona Foothills Magazine: UVM - 26,039 - History, dining, SLO life
○ TBD; Press trip in ‘25-26 fiscal year.
6
Page 22 of 60
March 2025
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 04/09/25Page 23 of 60
Followers: 37,921 ( 1.6%)
Total Net Growth: 584
Total Posts: 225
Total Impressions:1,505,062 ( .1%)
(includes both organic & paid)
Total stories: 203
Total Engagements: 12,050 ( 23%)
Engagement Rate: .8% ( 33%)
INSTAGRAM
In March, we saw an increase across the board on this platform. We gained 584 new followers, our impressions, engagements, and
engagement rates all increased. This is due to popular video style and enticing subject matters that draw in the consumer. Our top
performing posts were all reels about some of SLO’s most beloved stops.
TOP POSTS:
Page 24 of 60
Page Followers: 97,911 ( .1%)
Total Net Audience Growth: 213
Total Posts: 22
Total Impressions: 1, 273,559 ( 8%)
Total Organic: 108,455 ( 95%)
Total Engagements: 2,086 ( 12%)
Engagement Rate: .2% ( 100%)
FACEBOOK
TOP POSTS:
In March, we saw an increase in followers by 213 new users. We saw an increase in organic impressions by 95% and an
engagement rate increase by 100%. Our top performing content was all video content including the top performer being
about Cozy Lodging Properties in SLO!
Page 25 of 60
Followers: 1,684 ( 3%)
Followers Gained: 63
Impressions: 21,491 ( 17%)
Engagement: 627 ( 18%)
Engagement Rate: 2.9% ( 0%)
Video Views: 21,491 ( 17%)
In March, we saw an increase in followers, impressions, engagement, and video views. Our engagement rate stayed the same. We
are following closely the news on this app this week. Possible outcomes: the ban will fall back into place, the app will be bought,
or the ban date may be extended.
TIKTOK
TOP POSTS:
Page 26 of 60
Total Audience: 441 ( 2.5%)
Total Net Growth: 11
Total Posts: 4
Impressions: 380 ( 13%)
Engagements: 30 ( 25%)
Engagement Rate: 7.89% ( 9.6%)
LINKEDIN
TOP POSTS:
In March, we saw increases across the board on this platform. We grew by 11 new followers and a 13% increase in
impressions. Our engagements and engagement rate both increased by 25% and 9.6%, respectively. The top content was
SLO Airport and Pet Friendly Hotels. We plan to pivot to travel and lodging-specific content to continue the momentum.
Page 27 of 60
Total Posts: 2
Story Views: 763 ( 7.9%)
Story Impressions: 661 ( 7.4%)
Interaction Rate: 73.3% ( .5%)
(Average Rate: 67%)
Completion Rate: 60.7% ( 8.6%)
(Average Rate: 52%)
CA TRAVEL STORIES - CROWDRIFF
TOP POSTS:
In March, we saw an increase in story views and story impressions. We saw a slight decrease in interaction rate and
completion rate, although we still stay above the industry standard of success.
Page 28 of 60
Total Posts: 2
Impressions: 1.44k ( 5%)
Engagements: 47 ( 34%)
Outbound Clicks: 3 ( 25%)
Saves: 12 ( 33%)
Total Audience: 1.15k ( 5%)
Engaged Audience: 39 ( 56%)
PINTEREST
In March, we saw an increase in impressions, engagements, saves, total audience, and engaged audience. We saw a slight
decrease in outbound clicks from 4 to 3, but otherwise a highly successful month.
TOP POSTS:
Page 29 of 60
WHAT WE WORKED ON THIS MONTH:
- Women’s History Month / Women in SLO Community
- At Her Table City Events Collab
- Spring Season / Outdoor Content
- Hiking Levels Reel (30.4k Views)
- Spring To-Dos Reel (10.4k Views), Ntnl Day of Unplugging (10.8k Views)
-1 Accepted Collaborations (No Longer Included in our Analytic Overview)
- The Best Coastal Poppy Hike (40.9k Views, 23.7k Accounts Reached)
-5 Invited Collaborations
-@athertable, @calpolyarts, @rose_the_slo_way, @thehotelslo,
@sunsetdrivein
- Sunset Drive-In Reel (38k Views), Sandos in SLO (18.7k Views), 4 Gathering
Spots Reel (15.7k Views), Happy Hours in SLO (17.1k Views)
-Family-Friendly Itinerary, 4 Spots for Book Lovers, Patio Season, Walk Through
SLO History, Cozy Stays in SLO, SLO Green Facts (Sustainability)
-Keep Highlights Refreshed and Up To Date w/ Currents Events
Page 30 of 60
APRIL’S FOCUS:
-MidWeekend Vacation Capital of the World
-Wednesdays in SLO, Monday Cravings in SLO
- SLO Film Fest
- Dog-influencer Fam Content Roll Out (collab, tags)
-Outdoor Content
-Reservoir Canyon Reel, Ntnl Garden Month
-Earth Day, Open Farm Days Giveaway
-Keys for Trees
-Cal Poly Open House / Experience SLO Reel
-Shabang Feature, SLO Fine Dining Part 4 Reel
-Upcoming Events, New Businesses
-Spring & Charcuterie, Bachelor Party in SLO
-Sip ‘n’ Saunter Giveaway w/ @downtownslo
-Art After Dark, SLOMA Feature Page 31 of 60
Page 32 of 60
Prepared for:Prepared by:
Published March 2025
Economic Impact
of Visitors to San
Luis Obispo, CA
2024
Page 33 of 60
CO
N
T
E
N
T
S
Table of
Contents
1
2
3
4
5
6
Introduction
Executive Summary
Visitor Volume and Visitor Spending
Economic Impacts
Fiscal (Tax) Impacts
Appendix
Page 34 of 60
Background
The travel sector is an integral part of the economy in San Luis Obispo, California. Visitors
generate significant economic benefits to households, businesses, and government alike and
represent a critical driver of the regional economy.
By monitoring the visitor economy, policymakers can inform decisions regarding the funding and
prioritization of the sector’s development. They can also carefully monitor its successes and future
needs.
To quantify the economic significance of the tourism sector in San Luis Obispo, Tourism Economics
prepared a comprehensive model detailing the far-reaching impacts arising from visitor spending.
The results of this study show the scope of the travel sector in terms of direct visitor spending, as
well as the total economic impacts, jobs, and fiscal (tax) impacts in the broader economy.
3
1
Introduction
Methodology & Data Sources
Tourism Economics constructed an IMPLAN input-output model for San Luis Obispo County. The
model traces the flow of visitor-related expenditures through the county’s economy and their
effects on employment, wages, and taxes. IMPLAN also quantifies the indirect (supplier) and
induced (income) impacts of tourism. Tourism Economics then cross-checked these findings with
employment and wage data for each sector to ensure the findings are within reasonable ranges.
The value of seasonal and second homes was estimated based on census data for seasonal units
and estimated gross rents.
Visitors included those who stayed overnight or traveled more than 50 miles to the destination.
The analysis draws on the following data sources:
•Bureau of Economic Analysis and Bureau of Labor Statistics: employment and wage data, by
industry
•STR: Lodging performance data, including room demand, room rates, occupancy, and room
revenue
•San Luis Obispo County: Transit Occupancy Tax (TOT) collections by municipality
•Tourism Economics: international travel data for overseas, Canadian, and Mexican travel to
California based on aviation, survey, and credit card information
•VsaVue: Credit card spending data for international and domestic visitors
Page 35 of 60
4
2
Executive Summary
Page 36 of 60
5
The Importance of the Visitor Economy
Summary Direct Visitor Spending in 2024
In 2024, San Luis Obispo welcomed approximately 1.5 million visitors, including 1.0 million overnight
visitors and 488,000 day visitors. In total, these visitors spent $455.0 million across the regional
economy, supporting $255.4 million in direct GDP and approximately 3,000 direct jobs.
5
Total Economic Impact
Total Economic Impact of Visitors in San Luis Obispo in
2024
$648.2 MILLION
Summary Economic Impacts of Visitors in
San Luis Obispo (2024)
Total
Jobs
Supported
4,700
The direct visitor spending impact of $455.0 million generated a total economic impact of $648.2
million in the regional economy (including indirect and induced impacts) and sustained
approximately 4,700 total jobs.
In CY 2024, visitor-generated state and local tax revenues amounted to $47.3 million.
Total
Economic
Impact
$648.2M
Total
State &
Local Taxes
$47.3M
Direct
Visitor
Spending
$455.0M
5
Direct
Visitor
Spending
$455.0M
Direct
GDP
$255.4M
Visitors to
San Luis
Obispo
1.5M 3,600
Direct
Jobs
Page 37 of 60
6
3
Visitor Volume &
Visitor Spending
Page 38 of 60
Source: Tourism Economics
Total Visits to San Luis Obispo
CY 2019-2024 (Thousands of Visits)
7
Visitor Volume
San Luis Obispo welcomed 1.5 million visits in 2024.
The 1.5 million total visits included 1.1 million overnight visitors and 488,000 day visitors. In total,
these visitors spent $455.0 million, supporting $113.0 million in direct labor income and
approximately 3,600 direct jobs.
The 1.5 million total visits to San Luis Obispo in 2024 represented a 1.2% increase compared to total
visitation levels in 2023.
Total Visits to San Luis Obispo
CY 2020-2024 (Year-on-Year % Change)
Source: Tourism Economics
Visitor Spending
Visitors to San Luis Obispo spent approximately $455 million in 2024.
Of the $455.0 million spent by visitors to San Luis Obispo in 2024, lodging spending represented the
highest spending category, registering $140.2 million and capturing 31% of all visitor spending. Food
and beverage spending followed, amounting to $96.3 million, representing 21% of total visitor
spending.
Retail spending amounted to $75.1 million (16% of total spending), while recreation spending totaled
$73.0 million (16% of all visitor spending). Transportation spending, including both air and local
transportation within the destination, totaled $70.4 million (15% of total spending).
Total Spending by Visitors to San Luis Obispo, by Industry
CY 2024 ($ Millions and Percentage of Total Spending)
Lodging
$140M
31%
Food & Bev
$96M
21%
Transport
$70M
15%
Recreation
$73M
16%
Retail
$75M
16%
Source: Tourism Economics
2019 2020 2021 2022 2023 2024
Total visits 1,487.5 1,089.0 1,409.3 1,520.2 1,525.4 1,543.1
Overnight 955.5 698.8 962.0 1,045.0 1,042.7 1,055.6
Day 531.9 390.1 447.3 475.2 482.6 487.5
2019 2020 2021 2022 2023 2024
Overnight Day
1,487
1,089
1,409 1,520 1,525 1,543
2020 2021 2022 2023 2024
Total visits -26.8%29.4%7.9%0.3%1.2%
Overnight -26.9%37.7%8.6%-0.2%1.2%
Day -26.7%14.7%6.2%1.6%1.0%
Page 39 of 60
8
4
Economic
Impacts
Page 40 of 60
99
RETAIL
ENTERTAINMENT/REC
FOOD & BEVERAGE
TRANSPORTATION
LODGING
Economic Impact Framework
DIRECT INDIRECT INDUCED
TOTAL IMPACT
Direct, indirect and induced impacts combine to equal the total economic impact
Visitor spending on
categories such as retail,
lodging, transportation,
entertainment, and
dining occur directly
between consumers and
travel businesses
Travel and tourism-
related businesses
purchase goods and
services from other
providers creating
supply chain effects and
engaging B2B goods
and services
Employees of travel and
tourism-related
businesses spend
wages throughout the
wider economy,
generating GDP, jobs
and tax revenue
SALES JOBS TAXES INCOME
9
Our analysis of the San Luis Obispo visitor economy begins with direct visitor spending and
analyzes the downstream effects of this spending on the broader economy. To determine total
economic impact, direct visitor spending serves as an input into a model of the regional
economy, constructed using an IMPLAN input-output (I-O) model. The model traces the full
extent of industry impacts as dollars flow through the local economy.
An I-O model represents a profile of an economy by measuring the relationships among
industries and consumers and quantifies three levels of impact:
1.Direct impacts: Visitor spending creates direct economic value within a discrete group of
sectors (such as lodging, food and beverage, recreation, and transportation). This supports a
relative proportion of spending, jobs, wages, and taxes within each sector.
2.Indirect impacts: Each directly affected sector also purchases goods and services as inputs
(e.g. food wholesalers, utilities) into production. These impacts are called indirect impacts or
supply-chain effects.
3.Induced impacts: Lastly, the induced impact is generated when employees whose wages
are generated either directly or indirectly by visitor spending spend those wages in the local
economy. This is called the induced impact or income effect.
The Tourism Economics model calculates these three levels of impact - direct, indirect and
induced - for a broad set of indicators, including:
•Spending
•Wages
•Employment
•Federal Taxes
•State Taxes
•Local Taxes
Economic Impacts
Page 41 of 60
101010
Business Sales Impacts
The $455.0 million in visitor spending in 2024 generated a total economic impact
of $648.2 million throughout the regional economy.
As previously outlined, visitors to San Luis Obispo contributed a direct impact of $455.0 million in
2024. This direct impact generated $100.0 million in indirect impacts and $93.2 million in induced
impacts, resulting in a total economic impact of $648.2 million throughout the regional economy..
The lodging industry was the most-impact industry with $140.5 million in total business sales. Food
and beverage and retail followed, with $113.9 million and $87.4 million in total business sales,
respectively.
Business Sales Impacts, by Industry
CY 2024 ($ Millions)
Business Sales Impacts, by Industry
CY 2024 ($ Millions)
Source: Tourism Economics
Note: totals may not sum due to rounding.
Source: Tourism Economics
=
Total
Economic
Impact
$648.2M
Indirect
Business
Sales
$100.0M
Direct
Visitor
Spending
$455.0M
Induced
Business
Sales
$93.2M++
Summary Economic Impacts of San Luis Obispo Visitors in
2024
Direct
Business
Sales
Indirect
Business
Sales
Induced
Business
Sales
Total
Business
Sales
Total Business Sales, All Industries $455.0 $100.0 $93.2 $648.2
By industry
Lodging $140.2 $0.0 $0.3 $140.5
Food & Beverage $96.3 $7.8 $9.8 $113.9
Retail Trade $75.1 $2.5 $9.9 $87.4
Gasoline Stations $63.4 $0.3 $0.9 $64.5
Finance, Insurance and Real Estate $0.0 $30.9 $29.7 $60.6
Manufacturing $35.8 $4.5 $2.4 $42.6
Recreation and Entertainment $37.3 $0.9 $1.6 $39.8
Business Services $0.0 $20.9 $6.0 $26.9
Education and Health Care $0.0 $0.2 $14.0 $14.2
Other Transport $7.0 $4.4 $2.1 $13.5
Communications $0.0 $9.8 $3.2 $12.9
Wholesale Trade $0.0 $7.6 $3.8 $11.4
Personal Services $0.0 $2.7 $5.7 $8.4
Construction and Utilities $0.0 $4.0 $1.8 $5.8
Government $0.0 $1.6 $0.5 $2.2
Air Transport $0.0 $0.5 $1.2 $1.8
Agriculture, Fishing, Mining $0.0 $1.3 $0.3 $1.7
$0 $20 $40 $60 $80 $100 $120 $140 $160
Lodging
Food & Beverage
Retail Trade
Gasoline Stations
Finance, Insurance and Real Estate
Manufacturing
Recreation and Entertainment
Business Services
Education and Health Care
Other Transport
Communications
Wholesale Trade
Personal Services
Construction and Utilities
Government
Air Transport
Agriculture, Fishing, Mining
Direct Indirect Induced
$ millions
Page 42 of 60
111111
Job Impacts
Visitors to San Luis Obispo generated a total employment impact of
approximately 4,700 part-time and full-time jobs in 2024.
Visitor activity sustained more than 3,600 direct jobs in 2024. Indirect and induced impacts
generated 569 indirect jobs and 549 induced jobs, resulting in a total employment impact of
more than 4,700 total jobs.
Job Impacts, by Industry
CY 2024 (Number of Jobs)
Source: Tourism Economics
Note: Jobs include part-time and full-time jobs
Job Impacts, by Industry
CY 2024 (Number of Jobs)
Source: Tourism Economics
Note: Jobs include part-time and full-time jobs
The lodging industry was the most-impact industry with approximately 1,200 total jobs. The food
and beverage industry and recreation industry followed, with 1,100 and 770 total jobs,
respectively.
Direct
Jobs
Indirect
Jobs
Induced
Jobs
Total
Jobs
Total Jobs, All Industries 3,626 569 549 4,744
By industry
Lodging 1,196 0 5 1,201
Food & Beverage 924 91 95 1,110
Recreation and Entertainment 741 13 20 774
Retail Trade 365 15 65 445
Other Transport 272 63 32 367
Finance, Insurance and Real Estate 0 138 63 201
Business Services 0 149 42 190
Education and Health Care 0 2 129 131
Manufacturing 92 6 1 98
Personal Services 0 25 68 93
Gasoline Stations 37 1 2 39
Wholesale Trade 0 21 9 30
Communications 0 14 7 21
Construction and Utilities 0 10 5 15
Government 0 12 3 15
Agriculture, Fishing, Mining 0 8 1 10
Air Transport 0 1 2 4
569
549 4,744
3,626
Direct
Jobs
Indirect
Jobs
Induced
Jobs
Total
Jobs
0 500 1,000 1,500
Lodging
Food & Beverage
Recreation and Entertainment
Retail Trade
Other Transport
Finance, Insurance and Real Estate
Business Services
Education and Health Care
Manufacturing
Personal Services
Gasoline Stations
Wholesale Trade
Communications
Construction and Utilities
Government
Agriculture, Fishing, Mining
Air Transport
Direct Indirect Induced
jobs
Page 43 of 60
121212
Labor Income Impacts
Visitors to San Luis Obispo generated a total labor income impact of more
than $155 million in 2024.
Visitor activity sustained $113.0 million in direct labor income in 2024. Indirect and induced
impacts generated $20.2 million in indirect labor income and $22.0 million in induced labor
income, resulting in a total labor income impact of $155.2 million.
Labor Income Impacts, by Industry
CY 2024 ($ Millions)
Source: Tourism Economics
Source: Tourism Economics
The lodging industry was the most-impact industry with $44.7 million in labor income. The food
and beverage industry and the recreation industry followed, with $34.2 million and $21.2 million
in total labor income, respectively.
Labor Income Impacts, by Industry
CY 2024 ($ Millions)
Direct
Labor
Income
Indirect
Labor
Income
Induced
Labor
Income
Total
Labor
Income
Total Labor Income, All Industries $113.0 $20.2 $22.0 $155.2
By industry
Lodging $44.5 $0.0 $0.2 $44.7
Food & Beverage $28.2 $3.0 $3.1 $34.2
Recreation and Entertainment $20.7 $0.1 $0.4 $21.2
Retail Trade $10.7 $0.6 $2.4 $13.6
Business Services $0.0 $6.6 $1.9 $8.4
Education and Health Care $0.0 $0.1 $7.2 $7.3
Manufacturing $6.6 $0.4 $0.1 $7.0
Finance, Insurance and Real Estate $0.0 $2.9 $2.2 $5.1
Personal Services $0.0 $0.9 $2.3 $3.2
Wholesale Trade $0.0 $1.4 $0.6 $2.0
Communications $0.0 $1.4 $0.6 $2.0
Other Transport $0.9 $0.7 $0.3 $1.9
Government $0.0 $1.3 $0.3 $1.6
Gasoline Stations $1.5 $0.0 $0.1 $1.6
Construction and Utilities $0.0 $0.7 $0.3 $1.0
Air Transport $0.0 $0.1 $0.2 $0.3
Agriculture, Fishing, Mining $0.0 $0.2 $0.0 $0.2
$20.2
$22.0 $155.2
$113.0
Direct
Labor
Income
Indirect
Labor
Income
Induced
Labor
Income
Total
Labor
Income
$0 $10 $20 $30 $40 $50
Lodging
Food & Beverage
Recreation and Entertainment
Retail Trade
Business Services
Education and Health Care
Manufacturing
Finance, Insurance and Real Estate
Personal Services
Wholesale Trade
Communications
Other Transport
Government
Gasoline Stations
Construction and Utilities
Air Transport
Agriculture, Fishing, Mining
Direct Indirect Induced
$ millions
Page 44 of 60
13
5
Fiscal (Tax)
Impacts
Page 45 of 60
Source: Tourism Economics
1414
Fiscal (Tax) Impacts
Visitors to San Luis Obispo generated a total fiscal (tax) impact of $87.1
million, including $39.8 million in federal taxes and $47.3 million in state and
local taxes.
Visitor spending directly generated $37.1 million in state and local taxes, including $17.4 million
in sales tax revenue (which included $10.8 million in Transient Occupancy Tax (TOT) revenue).
The visitor industry generated approximately $47.3 million in total state and local tax revenues in
CY 2024, including approximately $18.5 million in sales tax revenue, $7.0 million in personal
income taxes, $2.7 million in corporate taxes, $2.9 million in excise and fees, and $16.2 million in
property tax revenues.
Fiscal (Tax) Impacts, by Type
CY 2024 ($ Millions)
Direct
Taxes
Indirect &
Induced
Taxes
Total
Taxes
Total Taxes $62.8 $34.5 $87.1
Federal $25.7 $24.3 $39.8
Personal income $13.9 $6.1 $20.0
Corporate $1.6 $1.2 $2.7
Indirect business $1.2 $0.5 $1.7
Social insurance $9.1 $6.3 $15.4
State and Local $37.1 $10.2 $47.3
Sales $17.4 $1.1 $18.5
Transient Occupancy Tax (TOT)$10.8 $0.0 $10.8
Personal income $4.9 $2.1 $7.0
Corporate $1.6 $1.2 $2.7
Excise and fees $2.0 $0.9 $2.9
Property $11.2 $5.0 $16.2
Page 46 of 60
15
3
Appendix
Page 47 of 60
16
Term Description
Lodging Includes visitor spending in the accommodation sub-sector. This
includes food and other services provided by hotels, rentals and
similar establishments.
Food and
beverage
Includes all visitor spending on food & beverages, including at
restaurants, bars, grocery stores and other food providers.
Recreation Includes visitors spending within the arts, entertainment and
recreation sub-sector.
Shopping
Includes visitor spending in all retail sub-sectors within the local
economy.
Local transport
Includes visitor spending on local transport services such as taxis,
limos, trains, rental cars, buses, and the local share of air
transportation spending.
Service
stations Visitor spending on gasoline.
Second homes
Where applicable, spending associated with the upkeep of
seasonal second homes for recreational use as defined by the
Census Bureau.
Term Description
Direct Impact
Impacts (business sales, jobs, income, and taxes) created directly
from spending by visitors to a destination within a discreet group
of tourism-related sectors (e.g. recreation, transportation,
lodging).
Indirect Impact
Impacts created from purchase of goods and services used as
inputs (e.g. food wholesalers, utilities, business services) into
production by the directly affected tourism-related sectors (i.e.
economic effects stemming from business -to-business purchases
in the supply chain).
Induced Impact
Impacts created from spending in the local economy by
employees whose wages are generated either directly or
indirectly by visitor spending.
Employment
Jobs directly and indirectly supported by visitor activity (includes
part-time and seasonal work). One job is defined as one person
working at least one hour per week for fifty weeks during the
calendar year.
Labor income Income (wages, salaries, proprietor income and benefits)
supported by visitor spending.
Value Added (GDP)
The economic enhancement a company gives its products or
services before offering them to customers.
Local Taxes
City and County taxes generated by visitor spending. This
includes any local sales, income, bed, usage fees, licenses and
other revenues streams of local governmental authorities – from
transportation to sanitation to general government.
State Taxes
State tax revenues generated by visitor spending. This will
include sales, income, corporate, usage fees and other
assessments of state governments.
Glossary – Spending Definitions Glossary – Economic Impact Definitions
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Oxford Economics was founded in 1981 as a commercial venture with Oxford University’s business
college to provide economic forecasting and modelling to UK companies and financial institutions
expanding abroad. Since then, we have become one of the world’s foremost independent global
advisory firms, providing reports, forecasts and analytical tools on 200 countries, 100 industrial
sectors and over 3,000 cities. Our best-of-class global economic and industry models and analytical
tools give us an unparalleled ability to forecast external market trends and assess their economic,
social and business impact.
Oxford Economics is an adviser to corporate, financial and government decision-makers and thought
leaders. Our worldwide client base comprises over 2,000 international organizations, including
leading multinational companies and financial institutions; key government bodies and trade
associations; and top universities, consultancies, and think tanks.
This study was conducted by the Tourism Economics group within Oxford Economics. Tourism
Economics combines an understanding of traveler dynamics with rigorous economics in order to
answer the most important questions facing destinations, investors, and strategic planners. By
combining quantitative methods with industry knowledge, Tourism Economics designs custom
market strategies, destination recovery plans, forecasting models, policy analysis, and economic
impact studies.
Oxford Economics employs 600 full-time staff, including 250 professional economists and analysts.
Headquartered in Oxford, England, with regional centers in London, New York, and Singapore, Oxford
Economics has offices across the globe in Belfast, Chicago, Dubai, Miami, Milan, Paris, Philadelphia,
San Francisco, and Washington DC.
About the Research Team
17
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18Page 50 of 60
1
San Luis Obispo, CA Lodging Forecast
December 2024
Prepared for:
Page 51 of 60
Visit SLO CAL engaged Tourism Economics to prepare a lodging forecast
of key indicators for San Luis Obispo, CA and the following additional
geographies (which will be delivered separately).
•San Luis Obispo County
•North County
•South County
•Atascadero, CA
•Arroyo Grande, CA
•Morro Bay, CA
•Paso Robles, CA
•Pismo Beach, CA
This forecast relies on:
•Monthly STR hotel data through October 2024;
•Weekly STR hotel data through November 30, 2024;
•Economic forecasts prepared by Oxford Economics, parent company of
Tourism Economics; and,
•Assumptions on the future path of the tourism sector in the context of
economic trends.
Due to standard forecast variability, future hotel performance may vary
from the estimates presented in this forecast.
TABLE OF Context
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3
Forecast Tables
Annual
Forecast Table: Annual
San Luis Obispo, CA
Supply Demand Occ.ADR RevPAR Room Revenue Supply Demand Occ.ADR RevPAR Room
Revenue Supply Demand Occ.ADR RevPAR Room
Revenue
Levels Growth Relative to 2019
2019 822,850 577,729 70.2%$145.79 $102.36 $84,229,139 0.0%0.0%0.0%0.0%0.0%0.0%
2020 861,672 420,215 48.8%$146.73 $71.56 $61,657,933 4.7%-27.3%-30.5%0.6%-30.1%-26.8%4.7%-27.3%-30.5%0.6%-30.1%-26.8%
2021 883,153 577,185 65.4%$186.30 $121.76 $107,531,766 2.5%37.4%34.0%27.0%70.2%74.4%7.3%-0.1%-6.9%27.8%18.9%27.7%
2022 920,498 623,336 67.7%$178.58 $120.93 $111,317,791 4.2%8.0%3.6%-4.1%-0.7%3.5%11.9%7.9%-3.6%22.5%18.1%32.2%
2023 919,981 623,221 67.7%$179.01 $121.27 $111,563,001 -0.1%0.0%0.0%0.2%0.3%0.2%11.8%7.9%-3.5%22.8%18.5%32.5%
2024 915,719 630,059 68.8%$178.62 $122.90 $112,543,680 -0.5%1.1%1.6%-0.2%1.3%0.9%11.3%9.1%-2.0%22.5%20.1%33.6%
2025 935,314 642,452 68.7%$178.94 $122.91 $114,959,637 2.1%2.0%-0.2%0.2%0.0%2.1%13.7%11.2%-2.2%22.7%20.1%36.5%
2026 973,090 660,603 67.9%$179.11 $121.59 $118,321,455 4.0%2.8%-1.2%0.1%-1.1%2.9%18.3%14.3%-3.3%22.9%18.8%40.5%
Source: STR, Tourism Economics
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4
Forecast Tables
Quarterly
Forecast Table: Quarterly
San Luis Obispo, CA
Supply Demand Occ.ADR RevPAR Room revenue Supply Demand Occ.ADR RevPAR Room
revenue Supply Demand Occ.ADR RevPAR Room
revenue
Levels Growth Relative to 2019
2022 Q1 227,101 136,594 60.1%$151.21 $90.95 $20,654,447 4.7%17.1%11.9%9.3%22.3%28.1%16.5%7.5%-7.7%19.2%10.0%28.1%
Q2 229,564 164,505 71.7%$189.48 $135.78 $31,170,138 4.7%6.0%1.3%1.9%3.2%8.0%12.9%11.3%-1.4%23.0%21.3%36.9%
Q3 231,901 178,737 77.1%$197.22 $152.01 $35,250,629 4.6%7.1%2.4%-10.0%-7.9%-3.6%11.1%11.2%0.1%24.4%24.5%38.3%
Q4 231,932 143,500 61.9%$168.94 $104.52 $24,242,577 3.0%3.6%0.6%-9.9%-9.4%-6.7%7.4%0.9%-6.0%20.9%13.6%22.1%
2023 Q1 226,890 135,893 59.9%$151.86 $90.95 $20,636,342 -0.1%-0.5%-0.4%0.4%0.0%-0.1%16.4%7.0%-8.1%19.7%10.0%28.0%
Q2 229,411 164,603 71.8%$193.70 $138.98 $31,884,028 -0.1%0.1%0.1%2.2%2.4%2.3%12.8%11.4%-1.3%25.8%24.2%40.1%
Q3 231,810 176,501 76.1%$195.58 $148.92 $34,520,934 0.0%-1.3%-1.2%-0.8%-2.0%-2.1%11.1%9.8%-1.1%23.3%21.9%35.4%
Q4 231,870 146,224 63.1%$167.70 $105.76 $24,521,697 0.0%1.9%1.9%-0.7%1.2%1.2%7.4%2.8%-4.2%20.1%15.0%23.5%
2024 Q1 226,890 137,607 60.6%$151.69 $92.00 $20,873,598 0.0%1.3%1.3%-0.1%1.1%1.1%16.4%8.3%-7.0%19.6%11.2%29.5%
Q2 229,411 166,731 72.7%$193.46 $140.60 $32,256,005 0.0%1.3%1.3%-0.1%1.2%1.2%12.8%12.8%0.0%25.6%25.6%41.7%
Q3 231,810 178,181 76.9%$194.59 $149.57 $34,671,684 0.0%1.0%1.0%-0.5%0.4%0.4%11.1%10.9%-0.2%22.7%22.5%36.0%
Q4 227,608 147,540 64.8%$167.70 $108.71 $24,742,392 -1.8%0.9%2.8%0.0%2.8%0.9%5.4%3.8%-1.6%20.1%18.2%24.6%
2025 Q1 222,660 139,121 62.5%$152.45 $95.25 $21,208,723 -1.9%1.1%3.0%0.5%3.5%1.6%14.3%9.5%-4.1%20.1%15.2%31.6%
Q2 226,574 166,731 73.6%$194.43 $143.08 $32,417,285 -1.2%0.0%1.3%0.5%1.8%0.5%11.4%12.8%1.2%26.2%27.8%42.4%
Q3 240,808 181,388 75.3%$197.51 $148.77 $35,825,211 3.9%1.8%-2.0%1.5%-0.5%3.3%15.4%12.9%-2.2%24.5%21.8%40.6%
Q4 245,272 155,212 63.3%$164.35 $104.00 $25,508,417 7.8%5.2%-2.4%-2.0%-4.3%3.1%13.6%9.2%-3.9%17.7%13.1%28.4%
2026 Q1 239,940 144,964 60.4%$150.62 $91.00 $21,834,296 7.8%4.2%-3.3%-1.2%-4.5%2.9%23.1%14.1%-7.3%18.7%10.0%35.5%
Q2 242,606 171,399 70.6%$192.48 $135.99 $32,991,720 7.1%2.8%-4.0%-1.0%-5.0%1.8%19.3%16.0%-2.8%25.0%21.5%44.9%
Q3 245,272 185,923 75.8%$198.49 $150.46 $36,904,445 1.9%2.5%0.6%0.5%1.1%3.0%17.5%15.7%-1.6%25.2%23.2%44.8%
Q4 245,272 158,316 64.5%$167.96 $108.41 $26,590,994 0.0%2.0%2.0%2.2%4.2%4.2%13.6%11.3%-2.0%20.2%17.9%33.9%
Source: STR, Tourism Economics
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5
For more information:
info@tourismeconomics.com
Tourism Economics is an Oxford Economics company with a singular objective: combine an understanding of the travel sector with proven economic tools to answer the most
important questions facing our clients. More than 500 companies, associations, and destination work with Tourism Economics every year as a research partner. We bring
decades of experience to every engagement to help our clients make better marketing, investment, and policy decisions. Our team of highly-specialized economists deliver:
•Global travel data-sets with the broadest set of country, city, and state coverage available
•Travel forecasts that are directly linked to the economic and demographic outlook for origins and destinations
•Economic impact analysis that highlights the value of visitors, events, developments, and industry segments
•Policy analysis that informs critical funding, taxation, and travel facilitation decisions
•Market assessments that define market allocation and investment decisions
Tourism Economics operates out of regional headquarters in Philadelphia and Oxford, with offices in Belfast, Buenos Aires, Dubai, Frankfurt, and Ontario.
Oxford Economics is one of the world’s foremost independent global advisory firms, providing reports, forecasts and analytica l tools on 200 countries, 100 industrial sectors and
over 3,000 cities. Our best-of-class global economic and industry models and analytical tools give us an unparalleled ability to forecast external market trends and assess their
economic, social and business impact. Headquartered in Oxford, England, with regional centers in London, New York, and Singapore, Oxford Economics has offices across the
globe in Belfast, Chicago, Dubai, Miami, Milan, Paris, Philadelphia, San Francisco, and Washington DC, we employ over 250 full-time staff, including 150 professional economists,
industry experts and business editors—one of the largest teams of macroeconomists and thought leadership specialists.
About Tourism Economics
Page 55 of 60
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1
Promotional Coordinating Committee Minutes
March 12, 2025, 5:30 p.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
PCC Members
Present:
Committee Member Lydia Bates (left meeting at 7:30 p.m.),
Committee Member Maureen Forsberg, Committee Member
John Thomas, Committee Member Robin Wolf, Chair Samantha
Welch
PCC Members Absent
Committee Member Anni Wang
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 March 12, 2025 at 5:32 p.m. in the Council Hearing Room
at City Hall, 990 Palm Street, San Luis Obispo, by Chair Welch.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By Committee Member Thomas
Second By Committee Member Bates
To approve Consent Items 3a through 3f.
Ayes (5): Committee Member Bates, Committee Member Forsberg, Committee
Member Thomas, Committee Member Wolf, and Chair Welch
Absent (1): Committee Member Wang
CARRIED (5 to 0)
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2
3.a MINUTES OF THE REGULAR MEETING ON FEBRAURY 12
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 NEIGHBORHOOD CAMPAIGN UPDATE (30 MIN)
Representatives from Whereabout presented their findings from their
business district and neighborhood identity work.
Public Comment
Carrie Sundra, Alpenglow Industries
Adam Montiel, Broadcaster
--End of Public Comment--
Action: By consensus the Committee directed staff to put forth a City
process by which customer-serving businesses can apply to receive one-
time funding from the City for promotional purposes and to reestablish the
subcommittee to work on the process. During FY 25-26 the businesses
within a defined district would need to organize, get a majority to agree on
a name and the promotional use of $5,000 funds, and then apply for the
grant, available through the Economic Development budget.
4.b SLO RESTAURANT MONTH RECAP (25 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Action: No action taken on this item.
4.c PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE (10 MIN)
Representative from SLO Chamber presented the report for the public
relations activities that occurred over the past month.
Action: No action taken on this item.
5. BUSINESS ITEMS
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3
5.a FY 2024-25 COMMUNITY PLACEMAKING & RECOVERY BUDGET (30
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 Committee Member Wolf
Second By Committee Member Thomas
To allocate funding for the following projects:
Neighborhood maps up to $5,000
ARTober swag for 2025 promotion up to $4,000
Public Art Identity up to $10,000
o includes a refresh to the public art identity
o update the public art style guide
Ayes (4): Committee Member Forsberg, Committee Member Thomas,
Committee Member Wolf, and Chair Welch
Absent (2): Committee Member Bates, and Committee Member Wang
CARRIED (4 to 0)
5.b CONTRACTOR EVALUATION PROCESS (10 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Action: No action taken on this item.
5.c ELECTION OF CHAIR & VICE-CHAIR (10 MIN)
Motion By Committee Member Forsberg
Second By Chair Welch
To appoint John Thomas as Chair and Robin Wolf as Vice Chair for the
next year.
Ayes (4): Committee Member Forsberg, Committee Member Thomas,
Committee Member Wolf, and Chair Welch
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4
Absent (2): Committee Member Bates, and Committee Member Wang
CARRIED (4 to 0)
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT – Liaison Assignments - None
6.b COMMITTEE OUTREACH UPDATE – Committee Report - None
6.c TBID BOARD REPORT – TBID Meeting Minutes: February 12, 2025
Tourism & Community Promotions Manager Jacquie 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 8:03 p.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for April 9, 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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