HomeMy WebLinkAboutReading File - 2018-19 TBID Annual ReportSLO TBID
ANNUAL REPORT
2018–2019
2 SLO TBID Annual Report 2018-19 A Letter from the Chair
A LETTER FROM THE CHAIR
Another productive year for the SLO TBID. We are pleased to see continuing growth in TOT collections in
the 2018‐19 fiscal year being up 7.3% YOY to just over $8m. This year’s growth exceeded initial City
projections of 5% growth resulting in an additional $169k into the City’s General Fund. Occupancy was
relatively flat (.07% growth), at just slightly under 71% for the year, pointing to an increase in average rate
(up 4% to $153.57), and RevPAR (up 4.1% to $109.77), to substantiate the increase in collections.
We also had some transition this year as Clint Pearce with Madonna Enterprises ended his term. Through
his time on the Board, he provided great leadership and we appreciate his contributions over the years.
We are also pleased to share Pragna Patel‐Muller renewed her position and will continue providing
invaluable contributions for another term and we welcomed new Board Member, Kristin Battaglia.
This year we were fortunate by avoiding any major situations that would impact occupancy or demand in
San Luis Obispo as we once again are seeing regular and uninterrupted travel on Highway 1; a key corridor
for travelers to our city. One of our new hotel partners, La Quinta Inn & Suites San Luis Obispo, celebrated
their grand opening this past May and look to be enjoying brisk business levels already. In the coming
year, we continue to look forward to welcoming the opening of Hotel SLO and Hotel Cerro, with both
expecting to open before the end of calendar 2019. As we add new inventory, and some of our competing
cities to the north and south do the same, it will be most important that we continue working with all our
key partners to drive awareness and demand for hotels in the city.
We continue to see great success with our “Money for a Rainy Day” program, and the new focus “Be Here”
campaign has really taken shape and certainly contributes to the success we had in maintaining our city
occupancy levels and allowed us to grow rate as well at the same time. We added another promotion this
past year between Thanksgiving and Christmas called “Our Gift To You” that had good results and brought
in some new visitors as well. There is even more to come next year as we continue to create new and
inspiring promotions at other times of the year to help spread out and create new demand for our
destination.
Our key partnerships with Cal Poly Athletics, Cal Poly’s Office of Student Affairs (NTSP Program, Parent
Program and the newly developed SLO Discovery Weekend), SLO Coast Wine Collective, and an increased
level of partnership with MINDBODY continue to show our organization’s focus on community outreach
and partnership involvement. As we will continue to mention, none of this could not be done without the
commitment and dedication of city staff to help provide consistency and support in the board’s efforts to
further position SLO as the number one destination on the Central Coast.
Sincerely,
Bruce Skidmore
Embassy Suites by Hilton San Luis Obispo
SLO TBID Board Chair
3 SLO TBID Annual Report 2018-19 Table of Contents
TABLE OF CONTENTS
Background on TBID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Background ....................................................4
Advisory Body .................................................4
2018–19 Advisory Board ........................................4
Advisory Body Bylaws .........................................5
2018-19 Year By the Numbers (TOT) . . . . . . . . . . . . . . . . . . .6
Strategic Plan Implementation
Year & Program Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
TBID Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Snapshot of the Progress ......................................8
Branding & Campaign .........................................9
Website .......................................................10
Media ..........................................................11
Email Marketing ...............................................13
Social .........................................................14
Public Relations ...............................................17
Travel & Tradeshows. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Special Promotions ...........................................19
Guest Services ................................................20
Strategic Partnerships ........................................21
Event Promotion ..............................................23
Industry Relations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
Research ......................................................25
2018–19 Financial Statement . . . . . . . . . . . . . . . . . . . . . . . .27
Income ........................................................27
Expenditures ..................................................28
Looking Ahead to 2019–20 . . . . . . . . . . . . . . . . . . . . . . . . . .29
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
TOT Chart 2018–19 .............................................31
TOT Month-to-Month 2018–19 .................................31
OCC Month-to-Month 2018–19 ................................32
ADR Month-to-Month 2018–19 ................................32
RevPar Month-to-Month 2018–19 .............................33
Visitor Personas ...............................................34
4 SLO TBID Annual Report 2018-19 Background on TBID
BACKGROUND ON TBID
BACKGROUND
In June 2008 the City Council adopted Ordinance 1517 establishing the tourism business improvement district
(TBID) in the City of San Luis Obispo as requested by the local lodging industry. The assessment of two percent
of gross receipts for the district became effective on October 1, 2008 and the use of funds was defined in
Section 12.42.030 of the Municipal Code as follow:
“This ordinance is made and enacted pursuant to the provisions of the Parking and Business
Improvement Area Law of 1989 (Sections 36500 et. seq., of the California Streets and Highways Code).
The purpose of forming the district as a business improvement area under the Parking and Business
Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and
programs promoting tourism which will benefit the operators of hotels in the district through the
promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination.”
ADVISORY BODY
The use of the assessment fund is based on the recommendation of the Tourism Business Improvement
District advisory board that is staffed by City of San Luis Obispo hotel owners, operators, and/or managers.
The board members are appointed by the City Council and serve for an initial term of four years with the
opportunity to serve second term for a maximum of eight years.
2018-19 ADVISORY BOARD
NAME PROPERTY TERM
Dean Hutton Apple Farm 3/31/21
Bruce Skidmore (Chair)Embassy Suites by Hilton San Luis Obispo 3/31/21
LeBren Harris Hampton Inn & Suites by Hilton 3/31/21
Pragna Patel‐Mueller Hotel Buena Vista 3/31/23
Kristin Battaglia*The Kinney SLO 3/31/23
Nipool Patel Lamplighter Inn & Suites 3/31/20
Clint Pearce**Madonna Inn 3/31/19
Matthew Wilkins (Past Chair)Sands Inn & Suites 3/31/20
*Kristin Battaglia was appointed on May 21, 2019 to fill the vacant seat on the TBID Board.
**Clint Pearce completed his second consecutive term on March 31, 2019 and was not eligible for reappointment.
5 SLO TBID Annual Report 2018-19
ADVISORY BODY BYLAWS
In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further
defined its role and functions as:
The functions and duties of the TBID Board shall include, but not be limited to, the following:
A. Planning a comprehensive program to promote tourism to the City of San Luis Obispo and
prepare an annual marketing program consistent with industry goals and objectives.
B. Develop advertising and promotional programs and projects to benefit the lodging industry in
San Luis Obispo.
C. Present an annual assessment report to the City Council regarding the implemented
promotional programs and projects.
D. Perform any other lawful tasks as directed by the Council.
The Board meets monthly on the second Wednesday at 10 a.m. for its regular board meeting.
In 2018‐19, the Board met a total of 15 times for scheduled Monthly Board Meetings and Special Board Meetings.
They held nine regularly scheduled Monthly Board Meetings, two Special Board Meetings rescheduled due to
lack of quorum, one rescheduled Special Board Meeting due to staff’s TBID related travel, and three Special
Board Meetings related to TBID 5‐year Strategic Plan development. Additionally, the board utilized the two
standing committees (comprised of Board Members) ‐ the Management Committee and the Marketing
Committee, to execute detailed work and form thoroughly considered recommendations to the Board. In
2018‐19, the Marketing Committee members also served on the joint Event Promotion Committee with
members of the Promotional Coordinating Committee to consider event sponsorship commitments.
Background on TBID
6 SLO TBID Annual Report 2018-19
MEASUREMENT FY 2018-19 RESULT % CHANGE FROM FY 2017-18
TOT $8,043,692 7.3 %
Occupancy 70.79 %0.07 %
ADR $153.57 4.0 %
RevPAR $ 109.77 4.1 %
2017-18 Year by the Numbers
2018-19 YEAR BY THE NUMBERS
The 2018‐19 fiscal year produced relative growth in the tourism industry in San Luis Obispo. The City collected
over $8 million dollars (+7.3%) in transient occupancy tax (TOT) continuing the year‐over‐year trend of producing
the largest collection ever recorded for the City of San Luis Obispo and breaking the eight‐million‐dollar mark.
Additionally, the collections exceeded the City’s forecasted growth (+5%) which in turn contributed nearly
$169,000 more dollars directly into the City’s General Fund.
Although the TOT collection was strong for the City in 2018‐19, this year the occupancy rate in the City remained
flat (+0.07%) resulting in an average annual occupancy rate slightly under 71% for the year. The months showing
the most significant growth in occupancy were August (+6.7%) and April (+5.3). The most negatively impacted
occupancy months were May and June both resulting in a decrease in occupancy of 5% compared to the same
month the prior year.
However, the Average Daily Rate (ADR) was up 4% to $153.57 which nearly doubled the growth from the prior
year. Every month within 2018‐19 out rated the same month in the prior year. Additionally, the RevPAR, defined
as Revenue Per Available Room, grew by 4.1% to $109.77. This means that although the occupancy was flat, the
lodging businesses received higher profits based on rate increases with less day‐to‐day impact on
the properties.
As another measurement of success, the downtown Visitor Center served nearly 85,000 in‐person guests. San
Luis Obispo lodging properties achieved thirty‐one impacted or near sellout weekends in 2018‐19, which is up
by six weekends over the past two years.
2018-19 YEAR BY THE NUMBERS
*see appendix for complete graphs
7 SLO TBID Annual Report 2018-19 Strategic Plan Implementation Year & Program Approach
STRATEGIC PLAN IMPLEMENTATION
In 2018‐19 the TBID implemented the final year of the initial five‐year Tourism Strategic Clarity Plan. This
document has served as the framework for the direction and decisions made by the TBID Board for the tourism
program this fiscal year as well as the prior years since its adoption in 2014. As defined within the plan, the TBID
focused on fulfillment of five Strategic Imperatives:
• Deliver Smart Growth
• Develop the SLO Brand
• Build Meaningful Partnerships
• Contribute to an Unforgettable SLO Experience
• Ensure Organizational Excellence
Mission
The SLO TBID builds awareness to grow tourism, serving as the voice
of San Luis Obispo.
Values
Integrity | Accountability | Adaptability | Collaboration | Determination | Innovation
Unique Role
of Value
The SLO TBID provides
the City of SLO with
comprehensive tourism
brand management
through strategic
partnerships and a robust
marketing and promotional
budget.
Vision In
SLO TBID manages the brand
for the destination of San Luis
Obispo, delivering balanced growth of
tourism, with creativity and integrity.
Vision Out
San Luis Obispo is an
unforgettable place where visitors
engage in a unique lifestyle they
aspire to, become emotionally
attached, and return for renewal.
Brand
Intention
Heart Side: Happy | Pride of Place | Inspiring | Relaxed | Rejuvenating
Head Side: Experiential | Beautiful | Artisinal | Healthy | Authentic
Strategic Imperatives
Deliver Smart Growth | Develop the SLO Brand | Build Meaningful Partnerships | Contribute to an Unforgettable SLO Experience | Ensure Organizational Excellence
Unique Value
Proposition
San Luis Obispo is an authentic and inviting California community where you can play, taste, explore, relax, and recharge.
Strategic Clarity
The elements of our Strategic Clarity are the SLO TBID’s
“North Star” for the upcoming five fiscal years, setting the
level of expectation and the tone and tenor of everything
we plan. As we move into defining specific initiatives, our
Strategic Clarity will serve as a touchstone.
Vision In
What kind of
organizational culture are
we committed to being?
Vision Out
What is the ideal future
state we will strive to
create? What are we
committed to making
happen?Mission
What is most important to
us as we strive to realize
our vision? What is the
focus of our work?Values
What are the
fundamental beliefs that
shape how we work
together to serve our
mission?
Unique Role of
Value
What unique and valuable
role do we play amongst
our peer organizations?
HOW do we provide
value?
Strategic
Imperatives
What must be
accomplished during the
planning horizon?
Unique Value
Proposition
What unique and
sustainable value does the
destination of San Luis
Obispo deliver? WHY San
Luis Obispo?
Brand Intention
WHAT is the experience
we want our destination
to be known for?
Mission
Values
Unique Role
of Value
Vision In Vision Out
Brand
Intention
Strategic Imperatives
Unique Value
Proposition
Vision In
Vision Out
Mission
Values
Unique Role of
Value
Strategic
Imperatives
Unique Value
Proposition
Brand Intention
STRATEGIC PLAN INVESTMENT
This year the TBID Board made two significant investments to expand the impact of the and longevity of
their initial strategic plan. Those decisions include the successful acquisition of the tourism URL VisitSLO.com
and the development of their next strategic plan document. The 2019‐24 TBID Strategic Plan development was
8 SLO TBID Annual Report 2018-19
TBID CONSTITUENT RELATIONS
As an important commitment to the imperative to “Ensure Organizational Excellence” the TBID Board
expanded their constituent relations efforts in 2018‐19. New this year, after a successful pilot program the TBID
Board issued a quarterly constituent newsletter that provided all interested constituents with information
including updates on Board activities, opportunities for seasonal promotions, and items impacting their
industry. The three newsletters distributed resulted in an open rate of 46%.
Additionally, in 2018‐19 the SLO TBID welcomed new hotel properties in San Luis Obispo. As a means to connect
to the new lodging properties, the Board invited representatives to present at a monthly Board meeting in
order to meet their colleagues and learn about eachother. This practice will continue into 2019‐20 as additional
new lodging properties join the SLO TBID.
As an ongoing effort, in order to keep the lodging constituency abreast of all TBID business, the Board was
assigned properties to laisse. Each board member was responsible for communication with his/her respective
group of hotels and then asked to report out on their findings during the “Hotel Update” portion of each Board
meeting agenda.
Lastly, for the seventh year the TBID leveraged the outreach support of SLO Chamber’s contracted services to
perform weekly lodging call arounds and quarterly hotel visits. This resulted in 3,438 touch points with San Luis
Obispo hotels through phone calls and emails, and four quarterly visits to distribute downtown maps and other
import visitor serving collateral.
Background on TBID
an important step to address the TBID’s imperative to “Ensure Organizational Excellence” as it will give longer
range goals for the Board, create consistency in the program direction as leadership changes, and provide a
framework for new opportunities.
The acquisition of VisitSLO.com marks a milestone for destination promotion in the city of San Luis Obispo.
In 2018‐19, the SLO TBID Board reached a compromise with the San Luis Obispo Chamber of Commerce
leadership regarding the terms of a partnership that would create an online centralized location for San Luis
Obispo visitor information, further the missions both organizations, and ultimately reduce duplication between
the SLO Chamber and the TBID. The compromise included the transfer of ownership of the authoritative
URL, VisitSLO.com from the SLO Chamber to the City’s TBID and would replace the TBID’s current URL,
SanLuisObispoVacations.com, as the official visitor serving website for San Luis Obispo moving toward the goal
to “develop the SLO brand” and overcome the SLO brand log jam.
9 SLO TBID Annual Report 2018-19 TBID Activities
TBID MARKETING ACTIVITIES
SNAPSHOT OF THE PROGRESS
In 2018‐19 the TBID Board focused on the following key marketing activities:
• Refresh of “Be Here” campaign which include new 2018‐19 Campaign Production
• Produced 6 Video Ads
• Produced Radio Ad Series
• Produced New “Be Here” Creatives for Print and Digital
• Successful Seasonal Promotions: Our Gift to You & Money for a Rainy Day
• Support of Partnerships & Events
• Support of Influencer Marketing with SLO Chamber
• Continuing with the second year of our two‐year Marketing Plan 2018‐2020
In order to implement the complex marketing programs, the TBID Board and staff work closely with the
team of contractors including AMF Media Group and Matchfire as the marketing agencies on record, and
the San Luis Obispo Chamber of Commerce for Public Relations and Guest Service initiatives.
10 SLO TBID Annual Report 2018-19 TBID Activities
BRANDING & CAMPAIGN
The TBID manages the tourism brand for the destination of San Luis Obispo, delivering balanced growth of
tourism, with creativity and integrity. The TBID uses the brand messaging pillars outlined below to showcase
the unique offerings in San Luis Obispo.
San Luis Obispo Brand Messaging Pillars:
• Cultural
• Culinary
• Outdoor
• Family
After a successful campaign launch in 2017‐18, the TBID marketing campaign titled “Be Here” was refreshed,
enhanced and expanded in 2018‐19. The campaign messaging and aesthetic was meant to inspire visitors to
feel like their true self in San Luis Obispo, and the evolution of the “Be Here” campaign meant to inspire the
emotions connected to why people love visiting San Luis Obispo.
To tell this story, new promotional assets were produced to reach the targeted audience. This included: six
new videos each depicting a persona and popular trip theme as inspiration; a radio campaign geared to a very
prominent listener base; and refreshed creative ads were continuously rolled out for the print placements and
digital campaigns.
11 SLO TBID Annual Report 2018-19
WEBSITE
www .SanLuisObispoVacations .com
The City’s official tourism website, SanLuisObispoVacations.com, is the primary marketing tool used to represent
the destination. It is designed mainly for consumers, but also serves the travel trade, meeting planners, TBID
members and media. It features robust content including a detailed calendar of events integrated with SLO
Happenings, lodging property listings for all TBID constituents including hotels and permitted homestay
properties, itinerary suggestions and features, the ShareSLO blog, and featured press coverage.
Search Engine Optimization (SEO) ensures the relevancy and success of the TBID’s website. Organic search traffic
to the site continues to stand as the top traffic channel, making up 45% of site sessions‐ this is up from 33% in
2017‐18. The work is done monthly to optimize pages with top keywords, meta tags and meta descriptions, and
ShareSLO blog posts and social content created based on forecasted keyword and search trends. As a result,
webpages now rank in the top position on Google for San Luis Obispo searches including Bubblegum Alley, SLO
Getaway, SLO Happy Hours and Shopping.
Additionally, in partnership with the Promotional Coordinating Committee (PCC), the TBID developed a
new calendar of events feature on the website. This calendar of events called “SLO Happenings”
showcases all the events in the city. The SLO Happenings calendar is managed by the TBID, but members
of the community can submit events to be listed. As part of the integrated approach for the SLO
Happenings program, the TBID and PCC also promote the calendar through monthly TBID event
newsletters and on social media through the weekly Ticket Tuesday program. Since its launch in August
2018, the SLO Happenings calendar had 23,758 pageviews.
TBID Activities
Key 2018–19 Website Results:
• 221,062 site sessions
• 412,436 page views
• 187,577 users
• 14,000 referrals to
constituent websites
Highlights of Website Activities:
• Added 10 new pages and updated over 34 pages
• Launched redesigned “SLO Happenings” event calendar
• Revamped homepage
• Continued weekly events management
• Email database transfer
• Updated email sign‐up forms across the site
• Initiated the VisitSLO.com URL transition and website redesign
*see appendix for complete graphs
12 SLO TBID Annual Report 2018-19
PAID MEDIA
In 2018‐19, the TBID took a refined approach to paid media based on the insights garnered from the
comprehensive market research study and report in 2018. The goal was to use the findings to better target
audiences with relevant content and reengage existing audiences to create repeat visitors.
In addition to the psychographic targeting based on visitor interests aligned with the visitor personas, the
media strategy targeted the geographic markets of the Bay area (Marin, Santa Clara, San Francisco, San Mateo),
Los Angeles area and Seattle. Paid media was heavily dedicated toward programmatic display, video (including
connected TV), social, email targeting and SEM.
The 2018-19 paid media strategy:
• Targeted advertising geographically, demographically, and psychographically
• Focused on a digital campaign which included programmatic, behavioral, email, and
geo‐ proximity targeting & SEM
• Introduced connected TV & broadcast advertising
• Invested in a new travel site partner, Expedia
• Maintained budget for co‐ops through Visit SLO CAL in order to expand reach and
maximize investments
TBID Activities
*see appendix for persona descriptions
13 SLO TBID Annual Report 2018-19
Paid Social Media
In 2018‐19 the TBID continued to invest in paid social media as a
means of advertising, however tactics were changed from that of
prior years with reallocating the investment from Facebook only
into Instagram and Pinterest too. This resulted in a significant
decrease in Facebook results but added new results from the two
new paid channels, Instagram and Pinterest. Instagram saw a
187% increase in impressions allowing the TBID to reach an ever‐
growing audience as Facebook grows older and Instagram grows
more popular. And Pinterest tactics also expanded the reach to
the growing popularity of pinning for trips and itineraries and
travel inspirations.
• Total Social Impressions: 7,387502
Broadcast Advertising
Based on the insights from the market research, in 2018‐19 the TBID invested in a
broadcast advertising campaign via radio. The targeted radio campaign ran in the
Bay Area on the very popular KCBS radio station and a micro‐site that the radio
station had set up for the campaign tracked site visits after the commercial aired.
Results:
• 317 Site Visits within 8‐minutes of those commercials airing
• 5,306 Total Site Visitors
- 80% of Site Visitors were new to the site
TBID Activities
CUMULATIVE DIGITAL ADVERTISING MEASUREMENTS
Total Number of Digital Ad Impressions 12,747,280
Total Number of Clicks 569,612
• Programmatic Display
• Conversion Zone Targeting
• SEM
• Gmail Promotional Tab Targeting
• Facebook
• Instagram
• Pinterest
• Programmatic Video ‐ YouTube
• Programmatic Connected TV
• Visit California E‐Newsletter
• Expedia
All print and digital advertising is directed toward the website or the toll-free phone number for more information on San Luis Obispo.
Digital Media
Online programmatic campaigns are the most effective marketing
and advertising tool to target the drive markets in California for
leisure travelers to San Luis Obispo. The TBID continues to use
branded advertising to maximize online reach for the promotion
of San Luis Obispo through strategic placement on top travel and
lifestyle sites through a programmatic digital advertising program.
In 2017-18, the advertising program for the TBID was focused
on the mix of digital display that hit key websites to target the
right customer, email targeting, and the use of video pre-roll and
streaming music services like Pandora.
14 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19
TBID Activities
Search Engine Marketing ‐ SEM
Search Engine Marketing with Google Ad Words is one portion of the TBID’s “always‐on” adverting tactics.
From July 2018‐June 2019, SEM delivered 240,000 impressions and 10,200 direct clicks to the TBID’s website.
The refined messaging in key word phrases and terms zeroed in on top performers that allowed the marketing
agency to adjust the campaign accordingly to ensure a very high click through rate was achieved. The top
performing areas were for the SEM campaign were Los Angeles, San Jose, San Diego, San Francisco, Ventura
and Mountain View.
Print Advertising
Limited print advertising placements were continued in the TBID’s media mix the 2018‐19 fiscal year. Traditional
print campaigns are an important tool to reach niche market visitors primarily in the mature demographic and
to reinforce travel inspiration and build brand awareness for the destination. For the most part, the TBID placed
print ads in cooperative advertising campaigns and with publications of regional partners like Visit SLO CAL, Cal
Poly and Central Coast Tourism Council (CCTC). This year the refreshed creative featured the “Be Here” message
and showcased some of the accolades San Luis Obispo continues to round up from major publications.
Print Advertising Placements included:
• Visit SLO CAL Visitors Guide
• SLO Chamber Visitor Guide
• Cal Poly’s GoSLO Magazine
• CCTC Map
Expedia
Based on the market research performed by the TBID, Online Travel Agencies continue to top the list of ways
visitors book lodging in San Luis Obispo (36%) and second to direct property reservations at 39% of bookings.
Based on this data the TBID pilot tested a partnership with Expedia in 2018‐19. The Expedia partnership
provided San Luis Obispo with a sponsorship page while the campaign ran that provided information to better
inform potential visitors about the destination offerings as well as lodging options. The Expedia campaign ran
from November 2018 – February 2019.
Results:
• Impressions: 1,800,000
• Clicks: 1,100
• Hotel Bookings: $1.8M = 11.6% YOY increase
• Room Nights: 10,700 = 9.8% YOY increase
• ROAS: 51:5
15 SLO TBID Annual Report 2018-19 TBID Activities
EMAIL MARKETING
The TBID continued to utilize email marketing activities through the newsletter to communicate regularly with
potential visitors on activities in SLO to build brand loyalty, encourage repeat visitation and an extended length
of stay. The newsletter promotes upcoming events and special promotions as well as compliments our seasonal
advertising campaigns and public relations outreach.
This year the TBID continued the focused attention on enhancing their email marketing efforts beyond the
monthly newsletter. Their investment in marketing automation continued to garner new email subscribers
through the TBID site with over 1,280 new subscribers in 2018‐19. The TBID continued the Welcome Series to
acknowledge new subscribers which achieved a 64% open rate (compared to industry average of 20%). And
they continued the Hotel Page Abandonment series which sent visitors a personalized email if they left hotel
pages without taking action. This series achieved a 58% open rate including replied response seeking additional
support or commenting on their trip to the area after receiving the personalized email.
Highlights:
• 12 SLO Happenings event emails
• 4 SLO Vacations’ consumer newsletters
• 2 ongoing, automated emails based on user behavior
• 4 Seasonal Promotion emails ‐ Our Gift to You promotion & Money for a Rainy Day promotion
• 5 promotional email for sponsored offers with strategic & event partners
NEWSLETTER ACTIVITY MEASUREMENTS
Total Number of
Newsletters Sent 25
Database Size 31,807
2018-19 EMAIL MARKETING
16 SLO TBID Annual Report 2018-19 TBID Activities
SOCIAL MEDIA ‐ #SHARESLO
This year, the TBID continued to captivate ShareSLO fans and grow the social media footprint through
great, engaging content. ShareSLO leveraged user‐generated content, along with adding TBID created
content like the six new videos. With an emphasis on engaging site content, the TBID drove social traffic to
SanLuisObispoVacations.com by linking to relevant content whenever possible, especially through the blog.
ShareSLO continues to maintain a network of engaged social fans on Facebook, Twitter and Instagram.
The total social media engagements across all platforms was 177,252 – with Instagram outperforming other
channels by eight times the results.
The ShareSLO blog, featured on SanLuisObispoVacations.com, continues to perform exceptionally well as a
source to drive traffic deeper into the website.
17 SLO TBID Annual Report 2018-19
2018-19 Social Activities Included:
• ShareSLO Blogs: 34 ShareSLO blogs published
• Campaigns: Be Here, Wellness, Bucket List, Things to Do
• Cross‐promotionon Cal Poly social channels
• Launched new Pinterest profile
• VisitCA Twitter Chat participation
• Initiation of live streaming local events on social channels
• Collaboration with SLO Chamber on influencer initiatives
TBID Activities
SHARESLO PROGRAM MEASUREMENTS
Total Number of Blog Posts 34
Total Number of Fans 122,403
Total Hashtag Uses (Instagram & Twitter only) 38,154
Total Video Views (YouTube)47,158
Total Social Engagements 177,252
Total Social Impressions 9,663,112
Ticket Tuesday
As part of the SLO Happenings campaign with the PCC, the TBID rolled out a series on Instagram called
Ticket Tuesdays. Each Tuesday throughout the year, the ShareSLO Instagram page would offer a sweepstakes
for fans to enter to win tickets to various happenings in the city. This on‐going weekly campaign reached over
208,000 people.
18 SLO TBID Annual Report 2018-19
Paid Social Media Measurements
TBID Activities
Paid Media Results 2017-2018 2018-2019 % CHANGE
FACEBOOK
Impressions 6,490,594 2,386,982 -63%
Clicks 197,651 4,816 -97%
CTR 3.05% 0.20% -93%
Total Reach 6,490,594 615,690 -90%
Frequency 4.04 3.57 -11.63
INSTAGRAM
Impressions 921,548 2,647,781 +187%
Clicks 3,663 2,106 -42%
CTR 0.40% .08% -80%
Total Reach 524,236 715,764 +37%
PINTEREST
Impressions -2,352,739 -
Clicks -9,349 -
Avg. CTR -0.40% -
Engagements -373,045 -
CTR -175 -
*A strategic reallocation of funds out of Facebook and into other marketing channels is displayed in the downward YOY percentages
19 SLO TBID Annual Report 2018-19
PUBLIC RELATIONS
In 2018‐19, the TBID and PCC continued to jointly hold a dedicated contract with the San Luis Obispo
Chamber of Commerce for Public Relations efforts. On behalf of the City’s community promotions
program, the SLO Chamber is responsible for establishing professional relationships with media outlets
and journalists in various markets to build and maintain awareness of San Luis Obispo as a travel
destination.
The 2018‐19 contract elements with the SLO Chamber for Public Relations included: pitching to media,
bringing in media, coordinating media trips, sending out media releases, responding to natural media
inquiries, use of the Chamber’s photography library for editorial requests and press releases, planning
and executing press trips and developing media kits.
This focused PR effort proved to be successful for San Luis Obispo. During the 2018‐19 fiscal year,
the PR activities generated at least 271 total mentions or media placements that highlighted San Luis
Obispo in international, national, regional and even local publications. Top media coverage included:
VOGUE, Fodor’s, Matador Network, Outside, and Sunset.
Additionally, coordinated media visits or press trips were secured to promote the destination with the
goal of earning valuable editorial coverage. In fiscal year 2018‐19, 45 media outlets, both
domestic and international were hosted in San Luis Obispo.
Best of Lists
• Top Three Destinations for Solo Female Travel
• 10 Stunning Train Trips for an Unforgettable
Vacation in Motion
• If You Road Trip This Summer Make It This One
• 20 Best Weekend Getaways from Every
USA Region
• 9 Travel Destinations That Will Be Huge in 2019
• 16 Destinations You Should Visit Before They
Become Tourist Traps
• 10 Best Places to Stop Along Highway 101
• 2019 Best Affordable US Honeymoon Spots
revealed
• Top 8 Farmers’ Markets to Visit Across America
• The 7 Best Wine Destinations in the World
• From The Mountains To The Coast, These Are 7
Of California’s Most Scenic Towns To Visit
TBID Activities
PUBLIC RELATIONS MEASUREMENTS
Number of Mentions 271
Potential Reach 1,126,325,071
20 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19
Influencer Relations
In 2018‐19, the TBID created an Influencer
Strategy & Program aimed at utilizing social
media influencers to build awareness and
reach of San Luis Obispo. While this tactic
was originally approached this fiscal year as a
paid media tactic, through research, testing
and thorough review it was determined that
a media pitching approach (like PR) would
be a more cost‐effective way to garner these
relationships.
In 2018‐19 the TBID welcomed seven social media influencers in San Luis Obispo. A selection of those hosted are:
• Jackie Aanonsen McEwan @glutenfree.followme // 117k followers // culinary & wellness
• Jacki Carr @jackicarr // 16.2k followers // wellness & outdoors (MINDBODY)
• Melanie Phillips @headstandsandheels // 21.4k followers // wellness (MINDBODY)
• Corey Marshall @missfoodieproblems // 79.5k followers // culinary
• Kate Retherford @allthingskate // 44.4k followers // fly‐market
21 SLO TBID Annual Report 2018-19
TRAVEL & TRADESHOWS
Consumer Travel Shows
The TBID continues to maximize the consumer travel show strategy. Consumer shows provide the TBID
an opportunity to take San Luis Obispo on the road to key markets. In 2018-19 four consumer tradeshows
were attended – two as San Luis Obispo initially and two in cooperation with other regional partners.
The two individual shows were the Los Angeles Travel & Adventure Show and the Bay Area Travel &
Adventure Show, and the two cooperative shows were Los Angeles Magazine Food Event in partnership
with SLO Wine Association and Taste Washington with Visit SLO CAL. At these shows, the booth featured
key information on San Luis Obispo including lodging information, maps and upcoming event. Shows
were selected based on their anticipated attendance, quality of attendees, and target drive and fly market
location. Booth visitors were presented with the opportunity to enter to win a SLO Getaways sweepstakes.
TBID Activities
CONSUMER TRADE SHOW MEASUREMENTS
Number of Shows Attended 4
Newsletter Registrations Collected 3,528
Industry Tradeshows
For the third consecutive year, the TBID participated in the industry tradeshow IPW. The U.S. Travel
Association’s IPW is the travel industry’s premier international marketplace and the largest generator of
travel to the U.S. In 2018‐19 the tradeshow took place in Anaheim California, which provided new opportunities
for participation and sponsorship. During the three day show booked with intensive prescheduled business
appointments, the TBID met with over 5,055 representatives interested in booking travel to San Luis Obispo.
In addition to the success on the tradeshow floor, the TBID also made the sponsorship investment with
Visit SLO CAL to exhibit in the new California Plaza area added to the show for 2019. As part of the
sponsorship investment and since the show was in California, the TBID was also able to host 30
international media and trade participants in the post tradeshow familiarization tour which among other
destinations in the county featured San Luis Obispo, including Thursday Night Farmers Market, a walking
tour of downtown and a wine tasting experience in the Edna Valley.
22 SLO TBID Annual Report 2018-19
SEASONAL PROMOTIONS
Our Gift to You
In 2018‐19, the TBID added a new seasonal promotion to their offerings. This promotion ran from post‐
Thanksgiving to Christmas and was called “Our Gift to You”. It offered $100 to new guests that booked
two or more consecutive nights in a SLO hotel. This promotion was a pilot for a new seasonal promotion.
It garnered 166 room nights booked between November 26 – December 21. Of the 57 qualified
entries, 9% were first time visitors to San Luis Obispo.
Money for a Rainy Day
In light of the previous three years of success, the TBID Board offered the “Money for a Rainy Day”
special promotion again. In 2018‐19, it was intended to drive overnight stays in the City of San Luis
Obispo during the slowest months of the year between January ‐ March. Through the promotion,
visitors were required to book and stay for a minimum of two consecutive nights at a lodging property in
the City of San Luis Obispo and they would receive a $100 cash to spend how they choose. As a result,
the promotion garnered 1,182 qualified room nights during January through March. The campaign
provided a 3:1 return on investment generating over $160,000 in lodging revenue during the promotion period.
TBID Activities
23 SLO TBID Annual Report 2018-19 TBID Activities
GUEST SERVICES
Through a dedicated contract with the TBID, the San Luis Obispo Chamber of Commerce provides a suite of
guest services to the TBID. In 2018‐19 this included:
• Provide dedicated customer service for San Luis Obispo City hotels at the Downtown Visitor Center.
• Provide a 800‐number separate phone line exclusively for the TBID. Only SLO TBID properties will
be recommended through this phone line. Provide staff to respond to a TBID‐only phone line during
Visitor Center Hours and return afterhours phone calls.
The SLO Chamber is contracted for the Visitor Center to answer each call made to the TBID’s 1‐877‐SLOTOWN
number, which serves as a response tool to the TBID’s advertising efforts and digital presence. This creates
the option for a ‘real person’ to assist in trip planning, ensuring that travelers seeking personal guidance have
a friendly, live voice to shape their experience of San Luis Obispo before even arriving. The telephone number,
1‐877‐SLO‐TOWN, is a separate line that rings in the Chamber and is used solely to refer and promote TBID
properties. During fiscal year 2018‐19 over 1,000 calls were answered on the 1‐877‐SLO‐TOWN line, an increase
of 11% over the prior year. Much of this is attributed to the seasonal promotions and the new connections made
with Cal Poly Parents & Supporters.
24 SLO TBID Annual Report 2018-19
STRATEGIC PARTNERSHIPS
The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing
San Luis Obispo as a destination which makes the TBID more efficient in promotional activities. The TBID’s
strategic partnerships allow the marketing agencies to build relationships with the organizations below,
elevating the destination as a whole. Promotional opportunities with each organization give the TBID new
platforms and audiences to build brand awareness. Top partnership achievements include:
Cal Poly Athletics
• TBID maintains the exclusive hotel industry sponsor to advertise with Cal Poly Athletics
• TBID hosted nearly 650 room nights for visiting teams, recruits, and coaches
• ShareSLO throws 3 first pitches at Cal Poly Baseball
• CP Athletics Facebook page posts
• Banner ad in ongoing Athletics newsletters
• Cal Poly Alumni E-blast & Alumni Getaway Giveaway
• Radio spots for basketball
• Homecoming game ticket giveaway
• New rotating graphics submitted for LED banner at Mott Gym
• Soccer Visiting Teams Guide
• ShareSLO Track & Field Meet
• Program ad
• :15 scoreboard video using new footage
SLO Wine
• Deployed e-newsletters to over 12,000 subscribers that included TBID content, logo, and links
• Hosted travel, lifestyle, wine writers in San Luis Obispo for various media visits resulting in media
coverage in: Wine Enthusiast, SF Gate & SF Chronicle, USA Today, LA Time, 805 Living, Chicago Tribune
• The “Stay” page on SLOwine.com garnered over 30,000 views
• Partnered to host an integrated marketing experience at LA Magazine’s The Food Event in October 2017
TBID Activities
25 SLO TBID Annual Report 2018-19
STRATEGIC PARTNERSHIPS (CONT .)
Cal Poly Office of Student Affairs: Parent Program & New Student and Transition Program
Cal Poly New Student & Transition Programs (NSTP) sees over 50,000 guests of students and their families
between Open House, Student Life Orientation Days, and Week of Welcome annually. Through this partnership
in 2018-19, the TBID partnered with NSTP to engage and connect with our new students and their families
from the college acceptance time to orientation. In addition to website presence and logo inclusion, the TBID
activations include representation at the following events:
• Open House
• SLO Days
• Week of Welcome/Move-in Weekend
Cal Poly Parent Program strategic partnership continued the series of events called SLO Discovery
Weekends that provide intimate weekend gatherings in SLO for small groups of parents and families. In
2018‐19 two SLO Discovery Weekend sessions were held.
MINDBODY
In 2018‐19 the TBID expanded the partnership with MINDBODY aimed to support the shared goal of
positioning SLO as the “Home of MINDBODY” and a top wellness destination. This partnership included
the TBID’s participation in MINDBODY’s annual client conference, BOLD where the TBID connected with
over 2,000 domestic and international clients. Additionally, MINDBODY and the TBID cohost two key wellness
influencers from destinations like Denver and New York.
TBID Activities
26 SLO TBID Annual Report 2018-19
EVENT PROMOTION
In 2018‐2019, the TBID sponsored, promoted, and was represented at more than a dozen local events of
different shapes and sizes. Over the course of the year, the TBID continued to shape an event strategy to ensure
all SLO TBID‐sponsored events are well‐aligned with the brand, and that expectations and best practices were
clear. These guidelines allowed the TBID to reach visitors before, during, and after an event takes place, which in
turn arms the TBID with the tools we need to leverage events to put heads in beds.
In 2018‐19, the TBID continued their approach to supporting a few of the sponsored events through agency
support in campaign development, creative and media buys. Instead of simply funding out of area marketing,
the TBID dedicated their sponsorship dollars along with the marketing agency time to help create and manage
the out of area promotional campaigns. This strategy was successful for the TBID and the events.
TBID Sponsored Events:
• SLO Craft Beer Fest
• SLO Wine Roll Out the Barrels
• SLO Half Marathon
• Festival Mozaic’s Winter Mezzo
• SLO Film Fest
• Sustainable Ag Expo
• Mission College Prep Winter Classic
• Live Oak Music Festival
• Boots & Brews Country Music Festival
• Veg Fest
TBID Activities
EVENT SPONSORSHIP MEASUREMENTS
Number of Events Sponsored 10
Estimated Total Number of Event Attendees
Reached through Sponsorship 20,000
Total Sponsorship Investment $ 134,500
27 SLO TBID Annual Report 2018-19
INDUSTRY RELATIONS
California Hotel & Lodging Association (CHLA)
A new industry partnership for the TBID in 2018‐19 is with the California Hotel & Lodging Association
(CHLA). CHLA protects the rights and interests of the California lodging industry. Legislative advocacy,
educational training, communication, and cost‐saving programs are provided for all segments of the
industry. Through the TBID, all lodging properties in the City of SLO are members of CHLA and can utilize
the services offered. In 2018‐19, CHLA provided an educational workshop for all TBID members
regarding key legislative actions and business requirements that will impact the industry.
Visit California
The Visit California partnership has been critical in the growth of our brand within the California Tourism
product. San Luis Obispo has received coverage though the marketing activities performed by Visit California
including travel trade, press, and industry outreach. Monthly submissions are uploaded to Visit California for
media outreach, trade contacts, and newsletter content. Additionally, the TBID maintains ongoing coordination
to keep the City of San Luis Obispo destination page up to date. ShareSLO also participated in Visit California
sponsored Twitter chats. The TBID attended the Visit California Outlook Forum educational event in the spring.
Central Coast Tourism Council
The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose
marketing efforts accomplish collectively what no single tourism entity can do alone—promote the entire
California Central Coast as a destination and maximize our members’ tourism revenue. The CCTC serves as the
Central Coast’s voice in Sacramento, and partners with California Tourism’s global marketing and advertising
campaigns. The TBID is actively involved in CCTC with the Tourism Manager as the President and Regional
Board Member. In 2018-19, the TBID leveraged the CCTC activities through media and trade leads, blog and
social presence, and international outreach.
Visit SLO CAL
The TBID maintains participation with Visit SLO CAL by having two representatives on the Board of Directors
and the Tourism Manager on the Marketing Committee. The TBID Board leverages the partnership with Visit
SLO CAL to promote San Luis Obispo on a national and international level- beyond the local and state reach the
TBID’s marketing plan focuses to achieve. The TBID’s participation in Visit SLO CAL also encompasses group
sales, film commission, county-wide public relations, and county-wide special events like Restaurant Month
and Wine Month. In 2019–20, the TBID partnered with Visit SLO CAL on many initiatives including: participation
in IPW & California Plaza activation, Taste Washington, co‐operative software solutions like Crowdriff, and Brand
USA destination page investment.
TBID Activities
28 SLO TBID Annual Report 2018-19
2018-19 FINANCIAL STATEMENT
2017-18 Financial Statement
INCOME SOURCE 2018–19
TOT Revenue Assumption (Adjusted Mid Year)$7,875,000
TBID Assessment (20% of TOT Revenue)$ 1,575,000
2017–18 Carryover $ 230,000
TBID Fund Reserve $100,000
2018-19 TBID Program Budget $1,891,600
INCOME
29 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19
EXPENDITURE ALLOCATED
Operations/Staffing
Administration Overhead (2% of TBID
Assessment)$ 31,500
Staffing (1 FTE & .75 FTE)$200,000
Contracts & Marketing Projects
AMF/Matchfire - Marketing Contract $850,000
Chamber of Commerce - Public Relations $51,000
Chamber of Commerce - Guest Services $45,000
Chamber of Commerce - Media Monitor $8,400
CCTC Black Diamond Co-op $2,650
FAM Trip Hosting (Media & Influencers)$6,000
AMF/Matchfire - Website Design $35,000
Chamber of Commerce- URL Aquisition $48,500
Partnerships
Cal Poly Athletics $96,500
SLO Wine $18,000
SLO Wine Media Hosting $3,000
Cal Poly Student Affairs $20,000
CCTC East Coast Initiative $5,000
Events Promotion
General Events Promotion $134,000
Event Activation $4,000
Tradeshows
Tradeshows & Travel Shows $45,000
Tourism Conferences $8,000
Tourism Organizations/Research
Central Coast Tourism Council Membership $1,000
Smith Travel Report $3,100
California Travel Association (Cal Travel)$1,000
California Hotel & Lodging Association $ 22,061
Strategic Plan Development $35,000
Research Project $25,000
Support/Meetings
Tourism Program Expenses $7,000
Total Allocated Expenditure $1,705,711
*This figure represents the total allocated expenditures.
The difference will be available for carryover to the 2018-19 program budget.
EXPENDITURES
30 SLO TBID Annual Report 2018-19 Looking Ahead to 2018-19
LOOKING AHEAD TO 2019–20
As the TBID moves into 2019‐20, there are three key issues that remain top of mind for the work of the
Board in the next fiscal year:
1. The addition of new inventory in the market
2. The implementation of the new TBID Strategic Plan
3. The required Request for Proposal process for the Marketing Services contract
While these are not the only subjects that the TBID Board will be focused on, these three will influence a
lot of their work efforts.
In addition, other key program activities include:
• Implementation of the 2019‐20 Marketing Plan
• Better target new audiences with relevant content and reengage existing audiences with relevant
content to create repeat visitors
• Create and deploy an influencer marketing strategy that shares real‐time, authentic SLO experiences
with social media audience
• Leverage dedicated promotions funds to attract fall and winter stays and set aside funds for special
opportunities to attract specific audiences out of market
Overall, the TBID is looking forward to growing the district membership to include new hotel properties
coming into the City of San Luis Obispo and focusing on building the awareness and increasing the
demand for visitors to San Luis Obispo.
31 SLO TBID Annual Report 2018-19 Appendix
APPENDIX
TOT CHART 2018-19
TOT MONTH TO MONTH 2018-19
0
2000000
4000000
6000000
8000000
10000000
2018-192017-182016-172015-162014-152013-142012-132011-122010-112009-10
0
200000
400000
600000
800000
1000000
2018-192017-18
JunMayAprMarFebJanDecNovOctSeptAugJuly
32 SLO TBID Annual Report 2018-19 Appendix
OCC MONTH TO MONTH 2018-19
ADR MONTH TO MONTH 2018-19
0
20
40
60
80
100
JunMayAprMarFebJanDecNovOctSeptAugJuly
2017-18 2018-19
0
50
100
150
200
2018-192017-18
JunMayAprMarFebJanDecNovOctSeptAugJuly
33 SLO TBID Annual Report 2018-19 Appendix
REVPAR MONTH TO MONTH 2017-18
MONTHLY SITE METRICS
0
30
60
90
120
150
2018-192017-18
JunMayAprMarFebJanDecNovOctSeptAugJuly
34 SLO TBID Annual Report 2018-19 Appendix
UPPER CRUST
Ages 65+ (Baby Boomers & Silent Generation)
Combined HH Income of $113,000
Urbanicity: Suburban
Household Technology: Above Average
Employment Levels: Mix
Married or divorced, second or third marriages, Empty nester
couples. Blended families with grown kids. Grandparents.
Brand Pillars: Cultural, Culinary, Beer/Wine
MONEY & SHAKERS
Ages 45–64 (Baby Boomers & Silent Generation)
Combined HH Income of $105,000–$130,000
Urbanicity: Suburban and Urban
Household Technology: Average to Above Average
Employment Levels: Management & Professional
Married without children, few children or children in college or new
grandparents. Divorced, remarried, second families.
Brand Pillars: Cal Poly, Culinary, Cultural
35 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19
DIGERATI
Ages 35–54 (Generation X, Generation Y, Xennials, Millennials)
Combined HH Income of $128,498
Urbanicity: Urban
Household Technology: Trend Setters (Grew up with Technology)
Employment Levels: Management & Professional (Tech Jobs)
Married with no kids, married with one or two kids, divorced, single
parent, sharing custody, blended families.
Brand Pillars: Cal Poly, Culinary, Beer/Wine, Outdoor, Cultural
READY FOR RETIREMENT
Ages 55+ (Baby Boomers & Silent Generation, Generation X soon)
Combined HH Income of $93,000 (Budget Conscious)
Urbanicity: Suburban
Household Technology: Average
Employment Levels: Management & Professional
Married without children, divorced—blended families, second
families, children out of home, new grandparents.
Brand Pillars: Family, Outdoor, Beer/Wine