HomeMy WebLinkAbout06-11-2025 PCC Agenda Packet
Promotional Coordinating Committee
AGENDA
Wednesday, June 11, 2025, 5:30 p.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
The Promotional Coordinating Committee holds in-person meetings. Zoom participation will not be
supported at this time. Attendees of City Council or Advisory Body meetings are eligible to receive
one hour of complimentary parking; restrictions apply, visit Parking for Public Meetings for more
details.
INSTRUCTIONS FOR PUBLIC COMMENT:
Public Comment prior to the meeting (must be received 3 hours in advance of the meeting):
Mail - Delivered by the U.S. Postal Service. Address letters to the City Clerk's Office at 990
Palm Street, San Luis Obispo, California, 93401.
Email - Submit Public Comments via email to advisorybodies@slocity.org. In the body of your
email, please include the date of the meeting and the item number (if applicable). Emails will not
be read aloud during the meeting.
Voicemail - Call (805) 781-7164 and leave a voicemail. Please state and spell your name, the
agenda item number you are calling about, and leave your comment. Verbal comments must be
limited to 3 minutes. Voicemails will not be played during the meeting.
*All correspondence will be archived and distributed to members, however, submissions received
after the deadline may not be processed until the following day.
Public Comment during the meeting:
Meetings are held in-person. To provide public comment during the meeting, you must be
present at the meeting location.
Electronic Visual Aid Presentation. To conform with the City's Network Access and Use Policy,
Chapter 1.3.8 of the Council Policies & Procedures Manual, members of the public who desire
to utilize electronic visual aids to supplement their oral presentation are encouraged to provide
display-ready material to the City Clerk by 12:00 p.m. on the day of the meeting. Contact the
City Clerk's Office at cityclerk@slocity.org or (805) 781-7114.
Pages
1.CALL TO ORDER
Chair Thomas will call the Regular Meeting of the Promotional Coordinating
Committee to order.
2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
At this time, people may address the Committee about items not on the agenda.
Comments are limited to three minutes per person. Items raised at this time are
generally referred to staff and, if action by the Committee is necessary, may be
scheduled for a future meeting.
3.CONSENT
3.a MINUTES OF THE REGULAR MEETING ON MAY 14, 2025 5
3.b 2024-25 COMMUNITY PROMOTION BUDGET REPORT 13
3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT 15
3.d SLO CHAMBER GUEST SERVICES REPORT 19
3.e SLO CHAMBER GRANT SUPPORT REPORT 21
3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT 25
4.PRESENTATIONS
4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE (15 MINUTES)
Representative from the SLO Chamber will present the report for the
public relations activities that occurred over the past month.
5.BUSINESS ITEMS
5.a NEIGHBORHOOD CAMPAIGN UPDATE (10 MINUTES)
Staff will provide an update on the neighborhood identity work and next
steps.
5.b ARTOBER 2025 PROGRAM PLANNING (20 MINUTES)
Staff and contractor will present the proposed scope of work for the
committee's review and approval.
6.PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT – Liaison Assignments
6.b COMMITTEE OUTREACH UPDATE – Committee Report
6.c TBID BOARD REPORT – TBID Meeting Minutes: May 14, 2025 27
6.d TOURISM PROGRAM UPDATE – Staff Report
7.ADJOURNMENT
The next Regular Meeting of the Promotional Coordinating Committee is
scheduled for July 9, 2025 at 5:30 p.m. in the Council Hearing Room at City
Hall, 990 Palm Street, San Luis Obispo.
LISTENING ASSISTIVE DEVICES are available -- see the Clerk
The City of San Luis Obispo wishes to make all of its public meetings accessible
to the public. Upon request, this agenda will be made available in appropriate
alternative formats to persons with disabilities. Any person with a disability who
requires a modification or accommodation in order to participate in a meeting
should direct such request to the City Clerk’s Office at (805) 781-7114 at least
48 hours before the meeting, if possible. Telecommunications Device for the
Deaf (805) 781-7410.
Agenda related writings or documents provided to the Promotional Coordinating
Committee are available for public inspection on the City’s website, under the
Public Meeting Agendas web page: https://www.slocity.org/government/mayor-
and-city-council/agendas-and-minutes. Meeting video recordings can be found
on the City’s website:
http://opengov.slocity.org/WebLink/Browse.aspx?id=61002&dbid=0&repo=CityCl
erk
Page 4 of 31
1
Promotional Coordinating Committee Minutes
May 14, 2025, 5:30 p.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
PCC Members
Present:
PCC Member Absent:
Committee Member Maureen Forsberg, Committee Member
Dan Fredman, Committee Member Samantha Welch,
Committee Member Anni Wang, Vice Chair Robin Wolf, Chair
John Thomas
Committee Member Lydia Bates
City Staff Present: Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth, Economic Development & Tourism Manager
Laura Fiedler
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee
was called to order on May 14, 2025 at 5:31 p.m. in the Council Hearing Room at
City Hall, 990 Palm Street, San Luis Obispo, by Chair Thomas.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
--End of Public Comment--
3. CONSENT
Motion By Committee Member Wang
Second By Committee Member Forsberg
To approve Consent Items 3a through 3f.
Page 5 of 31
2
Ayes (6) Committee Member Wang, Committee Member Forsberg, Committee
Member Welch, Committee Member Fredman, Vice Chair Wolf, and Chair
Thomas.
CARRIED (6 to 0)
3.a MINUTES OF THE REGULAR MEETING ON APRIL 9, 2025
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 2025 ARTS & CULTURE ECONOMIC IMPACT REPORT (25 MIN)
Summer Truschke from SLO County Arts and Vince Vasquez from
PolicyCraft Institute presented findings from the 2025 Arts & Culture
Economic Impact report that the City of SLO invested in.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
4.b PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE (10 MIN)
Hollie West from SLO Chamber presented the report for the public
relations activities that occurred over the past month , also noting the new
monthly report template that was part of the consent agenda .
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
5. BUSINESS ITEMS
Page 6 of 31
3
5.a CULTURAL ARTS & COMMUNITY PROMOTIONS GRANT
RECOMMENDATIONS (30 MIN)
The CACP subcommittee presented the CACP grant recommendations
and discussed with the full committee.
Public Comment:
Tammy Paster, Meals that Connect Senior Nutrition Program
Patty Thayer, SLO Repertory Theatre
JBird, SLO Climate Coalition
Beth Bolyard, Central Coast Comedy Theatre
--End of Public Comment--
Motion By Committee Member Wang
Second By Committee Member Welch
To move forward with the CACP subcommittee grant recommendations as
presented for approval to City Council in July.
Organization
Name
Recommendations Specific Items
Cal Poly Corporation $ 6,000.00 To be used towards media plan as
presented.
Canzona Women's
Ensemble
$ 1,000.00 To be used towards media plan as
presented.
Central Coast Childbirth
Network
$ 1,300.00 To be used towards media plan with
the exception of printed flyers.
Central Coast Comedy
Theater
$ 2,000.00 To be used towards media plan with
the exception of printed ads.
Central Coast
Shakespeare Festival
$ - Not eligible for funding due to
incomplete application, specifically
overall budget section.
City Farm SLO $ 3,000.00 To be used towards media plan as
presented.
Civic Ballet of San Luis
Obispo
$ 3,000.00 To be used towards media plan as
presented.
Diversity Coalition San Luis
Obispo County
$ 4,000.00 To be used towards media plan with
the exception of print.
Page 7 of 31
4
Downtown SLO $ 12,000.00 To be used towards media plan as
presented.
ECOSLO $ 3,000.00 To be used towards media plan as
presented with the exception of
print.
Girl Scouts of California's
Central Coast
$ - Not recommended for funding due
to limited reach to CACP's intended
audience. See 6.g. of Program
Specifications & Guidelines.
History Center of San Luis
Obispo County
$ 1,500.00 To be used towards media plan as
presented.
History Revisited $ 9,000.00 To be used towards media plan as
presented.
Hospice of San Luis
County
$ 1,250.00 To be used towards media plan as
presented with the exception of print
and bulk mailers.
Latino Outreach Council $ 6,000.00 To be used towards advertising and
marketing, not entertainment or
talent for event.
Orchestra Novo, Inc $ 3,000.00 To be used towards media plan as
presented with the exception of
print.
Saint Andrew Greek
Orthodox Church
$ 4,500.00 To be used towards media plan as
presented.
San Luis Obispo
International Film Festival,
Inc.
$ 6,000.00 To be used towards Variety
Package only.
San Luis Obispo Master
Chorale
$ 2,500.00 To be used towards marketing of
single series or a single event.
San Luis Obispo Repertory
Theatre
$ 8,300.00 To be used towards media plan as
presented with the exception of
printed mailers.
Senior Nutrition Program of
San Luis Obispo
$ - Not eligible for funding due to event
having a primary purpose of
fundraising and not meeting goals
of CACP grant intention. See 7.d. of
Program Specifications &
Guidelines.
SLO County Arts Council $ 5,075.00 To be used towards social media,
email marketing and local media
Page 8 of 31
5
partnerships only.
SLO Beaver Brigade $ 5,075.00 To be used towards media plan as
presented with the exception of
printed mailers.
SLO Climate Coalition $ 4,750.00 To be used towards media plan as
presented.
San Luis Obispo Museum
of Art
$ 6,500.00 To be used towards media plan as
presented with the exception of
printed mailers.
SLO Overdose Awareness
Day
$ 1,250.00 To be used towards video
production, not hair and makeup.
The Monday Club $ - Not eligible for funding due to event
having a primary purpose of
fundraising and not meeting goals
of CACP grant intention. See 7.d. of
Program Specifications &
Guidelines.
$ 100,000.00
Ayes (6) Committee Member Wang, Committee Member Welch,
Committee Member Fredman, Committee Member Forsberg, Vice Chair
Wolf, and Chair Thomas.
CARRIED (6 to 0)
5.b PUBLIC ART IDENTITY PROGRAM UPDATE (15 MIN)
Ashlee Akers of Verdin Marketing and Jacqui Clark-Charlesworth
presented an update to the proposed Public Art Identity Program scope of
work.
Public Comment:
None
-- End of Public Comment--
Motion By Committee Member Welch
Second By Committee Member Fredman
Page 9 of 31
6
To approve an additional allocation of $2,000 to a total of up to $12,000 to
the Public Art Identity Program update through the contract with Verdin
Marketing. The funds are to be allocated from the PCC’s Community
Placemaking and Recovery Projects line item of their FY24-25 budget.
Ayes (6) Committee Member Welch, Committee Member Fredman,
Committee Member Forsberg, Committee Member Wang, Vice Chair Wolf,
and Chair Thomas.
CARRIED (6 to 0)
5.c FY 25-26 COMMUNITY PROMOTIONS PROGRAM BUDGET (25 MIN)
Jacqui Clark-Charlesworth presented the budget allocations for the FY 25-
26 Community Promotions program budget that will be recommended to
City Council.
Public Comment:
None
--End of Public Comment--
Motion By Committee Member Welch
Second By Committee Member Forsberg
To approve the FY 25-26 Community Promotions program budget as
presented.
Ayes (6) Committee Member Welch, Committee Member Forsberg,
Committee Member Fredman, Committee Member Wang, Vice Chair Wolf,
and Chair Thomas.
CARRIED (6 to 0)
5.d PCC CONTRACT APPROVALS (20 MIN)
Jacqui Clark-Charlesworth provided an update on the proposal for the
two-year agreements with the SLO Chamber for Guest Services, Public
Relations and Grant Promotions Support.
Public Comment:
None
--End of Public Comment--
Page 10 of 31
7
Motion By Committee Member Wang
Second By Vice Chair Wolf
Approved two-year agreements with the SLO Chamber for Guest
Services, Public Relations and Grant Promotions Support with the option
to reassess and increase in the second year based on deliverable s met
and available funding.
Ayes (6) Committee Member Wang, Vice Chair Wolf, Committee Member
Welch, Committee Member Forsberg, Committee Member Fredman, and
Chair Thomas.
CARRIED (6 to 0)
5.e ARTOBER SWAG UPDATE (5 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented an update to the ARTober swag for the 2025 promotion.
Public Comment:
None
--End of Public Comment--
Direction given to move forward with the design with all text on two lines
and logo lock up on the bottom.
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT – Liaison Assignments
6.b COMMITTEE OUTREACH UPDATE – Committee Report
6.c TBID BOARD REPORT – TBID Meeting Minutes: April 9, 2025
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on items the TBID has been working on. Additionally,
that Committee Member Lydia Bates, the TBID’s appointed seat on PCC
has stepped off the TBID due to taking another job out of area which
leaves an opening on PCC for another TBID member to fill.
6.d TOURISM PROGRAM UPDATE – Staff Report
Page 11 of 31
8
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on the Tourism Program.
7. ADJOURNMENT
The meeting was adjourned at 7:37 p.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for June 11, 2025 at 5:30 p.m.
in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo.
_________________________
APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X
Page 12 of 31
Community Promotions Budget 2024-25
Budget 2024-25 Amount
Budget 408,863$
Total Budget 408,863$
Expenditure Last Updated 6/5/2025
Expenditure Allocated Committed/Expended
Available
Balance Contractor
Grant Funding 100,000$ 100,000$ -$ CACP Recipients
Grant Promotional Support Contract 30,000$ 30,000$ -$ Chamber of Commerce
Community Placemaking & Recovery Projects 49,530$ 46,000$ 3,530$
Various ($25k ARTober, $12k Public
Art Identity, $5k map updates, $4k
ARTober swag)
Guest Services Contract 115,220$ 115,220$ -$ Chamber of Commerce
Public Relations Contract 50,000$ 50,000$ -$ Chamber of Commerce
Media Monitoring Service 3,713$ 3,713$ -$ Chamber of Commerce
Printed Maps 7,500$ 7,500$ Chamber of Commerce
Support Cost 5,000$ -$ 5,000$ City Administration
Unassigned 15,809$ 15,809$
Administration 32,091$ 32,091$ -$ City Administration
Total 377,024$ 31,839$
Page 13 of 31
Page 14 of 31
SLO Chamber of Commerce
Public Relations
Contract
Report to the City of San
Luis Obispo – TBID & PCC
May 2025
Page 15 of 31
SLO Chamber of Commerce
Implementation and Proactive Work
Media Hosting
Hosted freelance travel writer Darla Hoffman
in partnership with Visit SLO CAL, Tuesday, May 20 through Saturday, May 25
on assignment for Luxe Beat Magazine for a SLO travel story
Itinerary highlights: stayed at Petit Soleil and the Wayfarer, dined at Novo, Seeds, Linnaea’s and Nate’s
on Marsh, went to Tolosa, made it to the top of Cerro San Luis, explored Farmers’ Market
Began to plan for freelance travel writer Cu Fleshman’s upcoming stay
Cu is on assignment for a SLO-focused piece for Travel + Leisure
Cu will be in market Sunday, June 1 through Tuesday, June 3 and will stay at San Luis Creek Lodge
Cu’s editor for this piece at Travel + Leisure is Mae Hamilton, who came on The Art of SLO(w)ing Down
group fam in April of 2024
Continued planning for AAA staff writer Laura Powell
Laura is coming Sunday, June 22 through Tuesday, June 24
Other Implementation & Proactive Work
Continued working with the City, Noble Studios and Badger Branding on overall tourism marketing
campaign
2
Responsive Work & Partnerships
Responsive leads and pitching
Pitched story ideas to Visit California
“Mocha Madness: Unexpected Places to Grab a Cup of Coffee”
Linnaea’s secret garden
Joebella Coffee
“Luxury at Any Budget”
Third Wheel Tours
Edna Valley wine country
SLOCO Massage + Wellness
Submitted quarterly SLO content to Central Coast Tourism Council
Partnerships
Met with Visit Conejo to work on a potential collaborative influencer fam trip
Continued planning for Marketing Plan Update with City, Noble Studios, Uniquely Driven and
Badger Branding
Participated in TBID Mini Marketing Retreat with City, Noble Studios, Uniquely Driven and Badger
Branding
Central Coast Tourism Council (CCTC)
Reviewed and provided feedback for June social media content calendar
Reviewed and provided feedback for “The Explorer ” itinerary
Page 16 of 31
SLO Chamber of Commerce
Media Features
Proactive Work
USA Today 10Best: Top things to do in San Luis Obispo along the Central Coast | UVPM: 86,267,170
As a result of hosting Lesley Balla on April’s The Essence of SLO(w) Travel group fam
Forbes: Mom-Led Brands Giving Back And Cultivating Change Around The World | UVPM: 78,108,059
As a result of hosting freelance writer Martie Bowser in October of 2024
Kirsten Alana: How to Spend Two Nights in San Luis Obispo | UVPM: 500
As a result of hosting Kirsten on April’s Sustainability Influencer Fam
Best of the Southwest: 20-plus lavish Southern California Mother’s Day dining locales | UVPM: 1,078
As a result of responsive pitching by Uniquely Driven
Thrillist and Reuben Mourad’s Instagram: Itineraries | San Luis Obispo | UVPM: 848,000
As a result of hosting Reuben Mourad in partnership with Uniquely Driven
Reuben Mourad’s Instagram: San Luis Obispo | UVPM: 12,000
As a result of hosting Reuben Mourad in partnership with Uniquely Driven
Placements as a Result of Sustainability Influencer Fam
Megan McSherry
Instagram: I could never forget this is the point 🌾🌸⛰🐄 | UVPM: 40,200
Instagram: sustainable days in SLO ☀🥬🚞🐄 | UVPM: 40,200
TikTok: I could never forget this is the point 🌾🌸⛰🐄 | UVPM: 96,100
TikTok: my pinterest board #thriftwishlist irl in SLO #sanluisobispo | UVPM: 96,100
Kirsten Alana
Instagram: Surfliner to SLO | UVPM: 183,000
Instagram: Need a break? Indulge in feel-good sustainable travel in @ShareSLO! | UVPM: 183,000
Instagram: I make a habit of checking out hotels ahead of my trips on @kindtraveler | UVPM: 183,000
Nelsen Pequeno
Instagram: SLO in love with San Luis Obispo and the amount of support they show their local growers
and small businesses!! | UVPM: 92,000
Instagram: Visit SLO Highlights | UVPM: 92,000
Suzie Hicks
Instagram: This was my third spring break in SLO and it just gets better every time. My lil sustainable
heart is so full @shareslo | UVPM: 15,500
Instagram: Is this heaven? Or is it @shareslo? ⛰ | UVPM: 15,500
TikTok: This was my third spring break in SLO and it just gets better every time. My lil sustainable
heart is so full @shareslo | UVPM: 1,273
3 Page 17 of 31
SLO Chamber of Commerce
Media Features
Media Monitoring
MAY TOTALS:
Placements: 34
UVPM: 924,514,380
YEAR TO DATE TOTALS:
Placements: 170
UVPM: 6,244,118,174
4
PUBLICATION PLACEMENTS UVPM
YAHOO 14 Best Steakhouses In California 428,500,000.00
MSN TRAVEL 10 Happiest Places to Live in the USA 136,500,000.00
MSN At the world-famous Madonna Inn, let them eat
pink cake 136,500,000.00
TASTING TABLE 14 Best Steakhouses In California 12,170,000.00
NEWSBREAK They're the force behind Robin's and Novo. How
SLO County duo took on culinary scene 10,380,000.00
NEWSBREAK Love vinyl? New SLO County trail links record
stores, bars, hotels and more 10,380,000.00
CULTURE TRIP Best Places To Visit In July This Year 4,220,000.00
MICHELIN GUIDE Our MICHELIN Guide Inspectors' California
Central Coast Tour is as Delicious as it is Scenic 4,110,000.00
MICHELIN GUIDE MICHELIN Guide Hotels as Stylish as the
MICHELIN Guide Restaurants Inside 4,110,000.00
LA TIMES I went on a 2,500-mile search for the greatest
motels in California. Here’s what I found 3,600,000.00
LA TIMES At the world-famous Madonna Inn, let them eat
pink cake 3,600,000.00
LA TIMES The 34 coolest, kitschiest, most fascinating
motels in California 3,600,000.00
EAST BAY TIMES The world's top wine destinations include this
surprising California region 499,000.00
TRIBUNE 7 reasons SLO County is a traveler's treasure in
national rankings 377,000.00
TRIBUNE 6 new restaurants showcase downtown SLO's
evolving food scene 377,000.00
A LADY IN LONDON 4 Days on the California Coast - Best Central
Coast Itinerary 155,000.00
Page 18 of 31
May Apr May
2024 2025 2025 Asia 7%
Walk-ins 6,265 4,622 6,341 Europe 41%
Phone Calls 155 247 155 Australia/NZ 6%
Emails & Digital 1,320 1,490 1,525 UK 23%
N. America 8%
C. America 0%
May Apr May S. America 15%
2024 2025 2025
Calls 23 40 30 West Coast 17%
Southwest 11%
Midwest 29%
May Apr May South 19%
2024 2025 2025 East Coast 25%
Referrals 29 52 59
Northern CA 21%
Central Coast 46%
May Apr May Central Valley 2%
2024 2025 2025 Desert 1%
Email 142 72 95 Southern CA 31%
Phone Calls 135 78 97
May May May
2024 2025 2025 YTD
Fulfilled 64 28 VisitSLO.com 50 106
VISITOR CENTER ACTIVATIONS
N/A
VISITOR CENTER HIGHLIGHTS
1) Assisted local and out of town guests in entering the MidWeekend Middle Name Giveaway
3) Attended the Mini Marketing Retreat with the City of SLO, SLO Chamber, Badger Branding, Noble Studios,
and Uniquely Driven to review our objectives for the coming year
2) Celebrated the grand opening of the Residence Inn and Springhill Suites
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO - TBID & PCC
GUEST SERVICES CONTRACT
MAY 2025
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877-SLO-TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
Page 19 of 31
Page 20 of 31
SLO Chamber of Commerce
CACP Marketing
Support Contract
Report to the City of San
Luis Obispo – PCC
May 2025
Page 21 of 31
SLO Chamber of Commerce
CACP Marketing Support Highlights
Organizations worked with in May:
City Farm SLO for the Sheep Shearing Shindig on May 10
Press release
Materials displayed in Visitor Center
Connected via email
Shared to community calendars
Saint Andrew Greek Orthodox Church for the SLO Greek Festival on May 31 & June 1
Shared several press releases
Connected on the phone
Connected via email
Connected in person
Shared to community calendars
Shared on social media
Materials displayed in Visitor Center
2 Page 22 of 31
SLO Chamber of Commerce
All CACP Events
3
Organization Event EC PR PC VC SM MTG ST HD DS
SLO Baseball Alliance
Foundation, Inc.
Blues Fireworks Celebration
& Baseball Game X X X
Downtown SLO Concerts in the Plaza X X X X
History Revisted 38th Annual Central Coast
Rennaisance Festival X X X
Central Coast
Shakespeare Festival
Central Coast Shakespeare
Festival X X X
Orchestra Novo, Inc.Pops ON!X X
SLO Overdose
Awareness Day
SLO Overdose Awareness
Day X X X
RACE Matters SLO
County Belonging 2024 X X
Ecologistics, Inc.Central Coast Bioneers X X X X
SLO County Arts
Council Open Studios Art Tour X X X X
SLO Symphony
The SLO
Symphony/Paderewski
Festival Collaboration
X X
Canzona Women's
Ensemble Music of the Americas X X
SLO Master Chorale 2024/2025 Season – A 40th
Anniversary Celebration X X
San Luis Obispo
Repertory Theatre Million Dollar Quartet X X X X
Diversity Coalition San
Luis Obispo County Women of Color Symposium X X X X
Page 23 of 31
SLO Chamber of Commerce
All CACP Events
4
Organization Event EC PR PC VC SM MTG ST HD DS
History Center of San
Luis Obispo County Opening Day at the Dallidet X X X X X X
SLO Beaver Brigade 3rd Annual SLO County
Beaver Festival X X X X
San Luis Obispo Climate
Coalition
San Luis Obispo County
Earth Day Fair X X X X X X
San Luis Obispo
International Film
Festival
San Luis Obispo
International Film Festival X X X X
City Farm SLO 4th Annual Sheep Shearing
Shindig X X X
SLOMA 2024 Mural Project & Brand
Launch
Saint Andrew Greek
Orthodox
San Luis Obispo Greek
Festival X X X X X X
The Monday Club
Conservancy
The Monday Club
Centennial - Doors Open
California
X X X
Cal Poly Neurodivergent Farmers'
Market Pop Up X X X
Black is current month, gray is past work
23 Total; 23 served to date or in progress
EC- Confirmed/added event(s) in local Event Calendars, including: SLO CAL, SLO Chamber, SLO Happenings
PR- Included event(s) in seasonal Press Release sent to local/regional media outlets
PC- Spoke with recipient(s) via Phone Call to review/discuss promotional opportunities and answer questions
VC- Prominently displayed printed promotional materials in Visitor Center; brochures, posters, etc.
SM- Promoted event(s) on SLO Chamber Social Media channels via press release from recipients
MTG- Met with Groups in person and offered public relations advice and support
ST- Sold/are currently selling Tickets for event(s) through the Visitor Center
HD - Included printed promotional material in Hotel Distribution
DS - Recipient Declined Services
Page 24 of 31
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$ 1,297,342$ 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$ 1,118,678$ 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$ 916,705$ -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$ 696,606$ 12.1%
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$ 745,586$ 8.5%
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$ 806,319$ -5.2%
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$ 1,007,917$
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$ 8,973,468$ -18.8%
2023-24 2024-25 Change +/-2023-24 2024-25 Change +/-2023-24 2024-25 Change +/-
July 83.4 83.3 -0.1%200.16 203.25 1.5%166.97 169.32 1.4%
August 73.8 77 4.3%190.51 194.49 2.1%140.61 149.82 6.6%
September 71 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 67.9 65.8 -3.1%160.54 161.67 0.7%108.98 106.36 -2.40%
April 72.1 73.2 1.5%187.61 183.34 -2.3%135.24 134.22 -0.75%
May
June
Total/Average 67.12 69.47 0.040 172.89$ 172.82$ 0.001310 117.61$ 121.23$ 0.04 Updated: 06/05/2025
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Page 25 of 31
Page 26 of 31
1
Tourism Business Improvement District Board Minutes
May 14, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Present:
TBID Board Absent:
City Staff Present:
Member Lori Keller, Member Christine Nelson, Member Prashant
Patel, Member Dante Specchierla, Vice Chair Clint Pearce, Chair
Lydia Bates
Member Nipool Patel
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth and Laura Fiedler, Economic Development & Tourism
Manager
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on May 14, 2025 at 10:04 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. APPOINTMENTS - OATH OF OFFICE
City Clerk Teresa Purrington administered the Oath of Office to Christine Nelson.
4. BOARD INTRODUCTIONS
Board, staff and contractors introduced themselves.
5. CONSENT
Motion By Member P. Patel
Second By Member L. Keller
To approved Consent Items 5a to 5g.
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2
Ayes (6): Member P. Patel, Member Specchierla, Member Nelson, Membe r
Keller, Vice Chair Pearce, and Chair Bates
Absent (1): Member N. Patel
CARRIED (6 to 0)
5.a MINUTES OF TBID REGULAR MEETING ON APRIL 9
5.b SMITH TRAVEL REPORT (STR)
5.c TRANSIENT OCCUPANCY TAX (TOT) REPORT
5.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT
5.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT
5.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
5.g BADGER BRANDING ORGANIC SOCIAL REPORT
6. PRESENTATIONS
6.a GALA PRIDE & DIVERSITY CENTER PARTNERSHIP UPDATE (15 MIN)
Julia Thompson from Gala Pride & Diversity Center presented an update
on the organization's overall status and TBID's current partnership
contract deliverables.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
6.b CONTENT MARKETING QUARTER REPORT (20 MIN)
Representatives from the Badger Branding presented the third quarter
report for the content marketing support and organic social media
activities with the SLO TBID.
Public Comment:
None
--End of Public Comment--
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3
Action: No action taken on this item.
7. BUSINESS ITEMS
7.a TBID CONTRACT APPROVALS (20 MIN)
Staff presented an update on the proposals for the one-year agreement
with Badger Branding for organic content market, and two-year
agreements with SLO Chamber for Guest Services and Public Relations,
and two-year agreement with Cal Poly Athletics.
Public Comment:
None
--End of Public Comment--
Motion By Member D. Specchierla
Second By Vice Chair Pearce
To approve contract agreements including a one-year agreement with
Badger Branding, and two-year agreements with SLO Chamber with the
option to reassess and increase in the second year based on deliverables
met and available funding and a two-year agreement with Cal Poly
Athletics.
Ayes(6): Member P. Patel, Member Specchierla, Member Nelson, Member
Keller, Vice Chair Pearce, and Chair Bates
Absent (1): Member N. Patel
CARRIED (6 to 0)
7.b FY 2025-26 TBID PROGRAM BUDGET (25 MIN)
Staff presented the FY 25-26 TBID budget and program allocations as
recommended by Management Committee and that will be recommended
to City Council.
Public Comment:
None
--End of Public Comment--
Motion By Vice Chair Pearce
Second By P. Patel
Page 29 of 31
4
Approve the FY 25-26 TBID Budget and program allocations as
presented.
Ayes(6): Member P. Patel, Member Specchierla, Member Nelson, Member
Keller, Vice Chair Pearce, and Chair Bates
Absent(1): Member N. Patel
CARRIED (6 to 0)
7.c SUMMER SUPPLEMENTAL PAID MEDIA PLAN (15 MIN)
Hayley Corbett, Danni Winter and Drew Uhrig from Nob le Studios
presented a supplemental paid media plan for the summer months.
Public Comment:
None
--End of Public Comment--
Motion By Member P. Patel
Second By Member D. Specchierla
TBID approved $55,020 from available fund balance to move forward with
a supplemental paid media plan for the summer months.
Ayes(6): Member P. Patel, Member Specchierla, Member Nelson, Member
Keller, Vice Chair Pearce, and Chair Bates.
Absent(1): Member N. Patel
CARRIED (6 to 0)
7.d BOARD LIASON PROGRAM AND ASSIGNMENTS (10 MIN)
The Board reviewed the liaison program and assigned property liaisons for
the remainder of FY25 and FY26.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
8. TBID LIAISON REPORTS & COMMUNICATION
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5
8.a HOTELIER UPDATE
Chair Bates provided a brief update including that this would be her last
meeting as she has taken a new position in Santa Cruz.
8.b MARKETING COMMITTEE UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a brief update.
8.c MANAGEMENT COMMITTEE UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a brief update.
8.d PCC UPDATE
Chair Bates provided a brief update on PCC activities.
8.e VISIT SLO CAL UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth,
and Molly Cano Vice President of Marketing with Visit SLO Cal provided a
brief update on Visit SLO CAL activities.
8.f TOURISM PROGRAM UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on the tourism program.
9. ADJOURNMENT
The meeting was adjourned at 11:54 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for June 11, 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
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