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07-10-2012 c6 community promotins 2012-13
Meeting Date 7/10/1 2 Item Number C 6 counci lacEnaa uepo qt C I T Y O F S A N L U I S O B I S P O FROM :Michael Codron, Assistant City Manage r Brigitte Elke, Principal Administrative Analys t SUBJECT :2012-13 COMMUNITY PROMOTIONS PROGRA M RECOMMENDATION l As recommended by the Tourism Business Improvement District (TBID) Board, approv e the second and final two-year extension of the marketing contract with Rosetta Marketin g Group, LCC, as successor in interest of Level Studios, LLC . 2.Approve first year financing of the contract in the amount of $597,000 as recommende d by the TBID board . 3.Authorize the City Manager to enter into various contracts for Community Promotions no t to exceed the 2012-13 budget of $781,500 and based on the recommendations by th e Promotional Coordinating Committee (PCC) and the TBID Board . 4.Authorize the City Manager to enter into contracts utilizing the TBID's un-appropriate d fund balance from the 2011-12 fiscal year for tourism marketing expenditures in 2012-1 3 DISCUSSIO N Backgroun d With the 2011-13 Financial Plan, the City Council approved the budget for the Communit y Promotions program and defined the work program for Community Promotions and the TBID . Both of these programs are overseen and administered by advisory bodies to the City Council . The PCC makes recommendations regarding the use of Community Promotions funding and th e TBID Board recommends the use of the TBID assessment . Both boards developed a budget an d work program for the 2011-13 Financial Plan, and established recommendations for use o f funding in 2012-13 with respective contract considerations . TBID In 2008, the City released a RFP for marketing services (Specification No . 90895)and awarded the contract to Level Studios (now Rosetta Marketing Group, LLC .) as recommended by the TBID Board. The two-year contract had an extension clause of two two-year amendments if th e defined work scope met the TBID Board's expectations and was executed to the Board's satisfaction . This original contract had an expiration date of June 30, 2010 and the first extensio n was approved by Council on July 6, 2010 . Given that the Board continues to be pleased with th e results of the campaign over the past three and half years, including the developed website, tourism logo, and subsequent media campaign, it recommended that Council authorize th e second and final extension of the agreement through June 30, 2014 (Attachment 1 – Boar d Minutes). However, as with the first extension, the board recommended that only the first year o f the two-year contract receive funding as the board wanted to review the campaign success at th e end of the first year and determine the amount to be dedicated to this effort for the secon d contract year. Given the success of the media campaign, the number of consumers sent to hote l C6-1 Council Agenda Report – 2011-12 Community Promotion Contract s Page 2 sites, and increasing number of subscribers to the monthly newsletter, and the new social medi a component, the Board recommends allocating $597,000 in year one towards the propose d marketing campaign (Attachment 2 – 2011-12 Marketing Recap & 2012-13 Marketing Plan). In its budget deliberation, the TBID Board also considered proposals for the San Luis Obisp o Chamber of Commerce, San Luis Obispo Visitors and Conference Bureau, as well as continue d expenditures for the Central Coast Tourism Council membership, and Smith Travel Occupanc y reports . At this point, the TBID Board recommends that Council authorize the City Manager t o enter into the separate contracts with the Chamber of Commerce to establish a concierg e program at the Visitors Center . In its budget deliberations, the TBID board also recommends ful l funding to the San Luis Obispo Visitors and Conference Bureau . The partnership with Cal Pol y Athletics will also continue as the contract extended over three years and a new partnership wit h the Nature Corps for volunteer vacations is also recommended for support. (Attachment 3 – Lin e Item Budget Allocations). Any tin-appropriated fund balance will be used for promotion of new events to San Luis Obisp o and trade show attendance during 2012-13 . Promotional Coordinating Committe e The PCC started the 2011-12 fiscal year with the goal of revisiting its objectives and creating a comprehensive approach to managing individual, disjointed line item expenditures . It struggle d however to define the new proposition and decided to start over with defining the basics . With support of staff, it reiterated its position versus the TBID, re-formulated its mission statement and created a new three-pronged strategic approach that allows for diversification and/or concentratio n of efforts through the annual program development (Attachment 4 – Strategy Document). At its June 13, 2012, meeting, the committee used this document to refine and finalize the 2012-13 budget allocation and a new programmatic approach to some of its objectives (Attachment 5 – PCC Draf t Minutes). The following programs are therefore proposed : 1.Events/Activitie s Two components make up this program . Grants-in-Aid funding and events promotion fo r unexpected opportunities that come up throughout the year . The SLO Marathon and the vintage show Remnants of the Past are examples of such events . Both program now entail a gran t components and a support element that will secure visibility and proper marketing of the fundin g given to individual groups and organizers . 2.Beautification This element will look at projects/events/activities that restore or create new enhancements such a s signage, historical buildings, restoration, and public areas landscape . The committee will develop a program similar to Grants-in-Aid for events and release a request for grant proposals once a year . Though the committee has earmarked some funding for 2012-13, it will likely establish the progra m during this time frame . 3.Visitor Service s The committee recommends continuing the partnership with the Chamber of Commerce for th e Downtown Visitors Center and the production of downtown tear-off maps that have been ver y C6-2 Council Agenda Report — 2011-12 Community Promotion Contract s Page 3 popular amongst patrons and visitor services employees alike . Additionally, the PCC will a t continue PR effort to continue San Luis Obispo's presence in the media . FISCAL IMPACT The total amount currently budgeted in the 2012-13 Financial Plan Supplement for Communit y Promotions is $1,378,500 . Due to the increase in transient occupancy tax, the TBID fund is furthe r expected to carry over an un-appropriated fund balance . This amount will not be known until th e City's audited financials for 2011-12 will be substantially complete . However, there is sufficient funding for the contracts as recommended by the two advisory bodies . ALTERNATIVE S 1.The Council could choose to fund the contracts at different levels or modify the scope o f services . The advisory bodies and staff do not recommend adjustments, as the propose d contracts are the result of careful review, discussion, and negotiations between the parties . 2.The Council could direct the advisory bodies and staff to release Request for Proposals fo r all the services outlined . This is not recommended since the recommended contractors ar e well positioned to execute the established workscope in a cohesive and economical manner . ATTACHMENT S 1.TBID Draft meeting minutes, June 13, 201 2 2.2011-12 Marketing Recap & 2012-13 Marketing Plan 3.Community Promotions Budget Allocation s 4.PCC Strategy Document 5.PCC Draft minutes, June 13, 201 2 6.Rosetta Marketing Group, LLC contract Tourism Business Improvement District Boar d Regular Meeting Minute s Wednesday, June 13, 201 2 10 :00 a m City Hall - Council Hearing Roo m CALL TO ORDER:Board Vice-Chair Tim Billin g PRESENT :Conner, Patel, Hutton, Ridgeway, Koper DRAF T STAFF PRESENT :Brigitte Elke, Principal Administrative Analys t PUBLIC COMMEN T No public comment was given . Consent Agend a ACTION : Moved by Conner/Patel to approve the consent agenda as presente d Motion carried 6 :0 PRESENTATION S 1.ADA COMPLIANC E Craig Smith with CRSA Architecture provided an overview of the new ADA requirements and related deadlines . He mentioned that the new rules are all about accessibility and the entire pat h of travel from arrival to final destination within a property accessible by the public . He provided helpful links and a document outlining requirements for swimming pools as thi s seems to be the most important information to the lodging constituents . Staff was asked to sen d the information to all TBID members . 2.Ca1TRAVEL 201 2 Lindsey Miller and Ryan Allshouse gave an overview on the information received at the 201 2 CalTravel conference including the latest tourism trends, and upcoming challenges wit h marketing to a quickly growing Baby Boomer population and at the same time considering th e Gen Y age group . 3.CONTRACTOR PRESENTATION S Ryan Allshouse with Level Studios presented the 2011-12 wrap up . It included reports on th e entire marketing funnel, details on "find a hotel", and general site analytics . The repor t mentioned that mobile visitors are on the rise as are social audiences . Campaign themes, Tourism Business Improvement District Boar d Meeting Minutes- June 13, 201 2 Page 2 ShareSLO, tradeshows, events, and the collaboration with the VCB for the development of th e countywide brand were all part of the presentation . BUSINESS ITEM S 1 . EVENTS PROMOTIO N Joint subcommittee member J .Conner referred to the meeting minutes and the recommendatio n for the four requests heard on May 21, 2012 . The board decided to include discussion an d funding decisions in Business Item 2 - 2012-13 Marketing & Budget Discussion - in order t o gauge available funding for this effort . 2 .2012-13 MARKETING &BUDGET DISCUSSIO N The Budget Task Force members provided an overview of the discussion and recommendatio n after two meetings which included proposals from the Chamber of Commerce and Level Studios . Staff provided the current budget recommendation by line item which included the anticipate d fund revenue for 2012-13 . Discussion concentrated on budget allocations and contracto r accountability for work programs that were not delivered as agreed upon as it pertained to th e San Luis Obispo County Visitors & Conference Bureau's (VCB) 2011-12 contract. Public Comment : The board heard public comment to this item from Holly Padove and Jami e Relth with On The Horizon PR agency, Ermina Karim with the Chamber of Commerce, and Staci e Jacobs with the VCB all speaking to their individual proposals and budget requests . ACTION : Moved by Koper/Connerto recommend $597,000 for year one of the 2012-1 4 second and final contract extension for Level Studios and the proposed marketin g plan . Motion carried 6 :0 ACTION : Moved by Patel/Koper to approve $20,000 to a PR effort, possibly i n collaboration with the Promotional Coordinating Committee . Motion carried 5 :1 Commissioner Hutton dissented. ACTION : Moved by Koper/Huttonto recommend $97,190 to the VCB with $21,000 fo r membership after six months and pending delivery of contractual obligations . Motion carried 4 :2 Commissioners Billing and Conner dissented . ACTION : Moved by Patel/Conner to recommend $25,000 to the Chamber of Commerce fo r a telephone and hotel assistance program at the Visitors Center . Motion carried 6 :0 Tourism Business Improvement District Boar d Meeting Minutes- June 13, 201 2 Page 3 ACTION : Moved by Conner/Koperto approve the remainder of the budget as presented b y the budget task force . Motion carried 5 :1 Commissioner Billing dissented . COMMUNICATIO N 1 . HOTELIER UPDAT E Board member J . Conner announced that he will resign from the board effective after the Jul y 2012 regular board meeting. Board member D . Hutton thanked him for all his efforts an d contribution to the San Luis Obispo TBID and advisory board . Meeting adjourned at 12 :33 pm . ..u .m.wKwAross'sr.ra With a fully operating media funnel for 2 year_ ow, we have been able t ocontinue to "Avance the pause" in a slowly maturing travel market . With th ehelp of our friends at Rosetta, we have been able to optimize our program e vmore.e n Our Funnel includes the following key co mponents :• Advertisin g Socia l Searc h SE O CR M 0 S .E TA 4 Hotel Page View s Fi =1 r.11-1otel Tim e rincl A Hotel Utility o onvesibn s ,: bcft Traffic r-t Hoteliers C6-11 Anal y t 158,340 people visited this sit e Visits :188,47 3 Unique Visitors : 158,340 Pageviews : 524,47 9 Pages 1 Visit : 2,8 1 Avg . Visit duration :00 :02 :38 83,85%New Visito r 16 .15%Returning Visitor 3 .11 G Vts ? fis b Traffic Tie 33 .41% paid 62,324 Visits 22.84% referral 42,611} Visits 22.49% organic 41 .259 Visits 9 .50% Displa y 1',721 Visits 6 .46% direct 12,0E3 Visits 5.30% Other 9 244 Visits C6-1 2 CONFIDENTIAL ©2010 Devi ce s iOS iPhon e iPa d iPod Touc h Androi d WI C Samsung li i-,.o ie do on their Smart Phone s Social Media Am`.,via Smartphone/TaY,"ntartpbonefTable t Owners, Sep 201 1 %of respondents wea Update my sta to s Send email ,: pest photos taken on my srnartphone ;tahle i tir View videos £!ratonstant message 49.0% 39.8% 36 .1% Check In With my current location 30 .3% Friend or follow people I lust me t 29.6% Go to retailers pages to find deals with shoppin g °'°e4'°Oe 26.6 % post videos recorded on mysmartphoneJtablet 24.1% othe r Don't access social media sites on my mobile device CONF€G€NTIAL P2010 Visit San Luis Obisp o Visit San Luis Obispo deals s p oo -if ;o gi n visit San Luis Obispo photu Top-rated hotel s Y Quality Suites San Luis C fspo 3-r 23i reu. 2 San Luis Creek Lodger 179 reviews 3 Peach Tree Inn 237 review s 4 Apple Farm Inn 2,(:13 eV s ews 5 Madonna Inn reviexrs HOW MU .. SAN Ll_` OBIS P ETA ..C6-1 4 1 CONFIDENTIAL 0010 Packages Pero Fiance Enh aczs "fc sHotel Package conversion s 21,005 eke Ads :is Obispo's Hc Pa ►Lorna ro=o u ain t r tires l tie Ls _earn sure is of SLO :eais an v 6nL u Leam !s#ash C6-17 iA Jince !- Nice pick .You're a v+rine genius .Your San Luis Obispo wine and ?cod pairingzs a match made in food h Vls~ICl •_!Lint" >in u Enie,d iree i ss o-ntg; Select Pacebook Activities of US Facebook users , Aug 201 1 sponcient' kook at friends'status updat e friends status updat pdate '-e .k_.A.Z4-4 ,t ' dik e `company/brand pages 17'.4 Look at company/brand page s - I'd 36 ' ,-n d SSt as r ~r~s 1 inwrite hk g.Sep 2 ,0- yod .-Marketertcm P 3oc Jai , Project, Spriilg 2012 •Create a campaign for CP student to engag e in ShareSLO . •5 Groups, based on relevant conten t •Research categor y •Devise a rollout plan A; -~':aranuseyourhet.Theres co m p r t t r s A e s o c i a l m e d i a str ate g y t es tie rsencited oboist coming . tO trae ::-31s -::B -btu .:- 'too :tie re:Um So we are chi c __fou r -beret.* arse wit n ut , ra -._ to w unt to come for a vat. A e iratdori oi :noty Your Mx is to teat a mat meta program that mines Cal Prey stort to tare derftsi a= of San Az Obispo on soot networks.Yob will be graded on your strategy, your erect '-d :tom of sxa3 platform fr mats vimprecate will cone tote d you opt fot k You wt he &tided up into rive teams,each with a randomly chosen foot: r secrets of 3LO Events and Athtbtics •Flee and Low Cos t AiinMes and 3A-staurant •Outdoor Adventures The Assignment; I_ Define Your Audiehce •Deteirimone how &Went typw of students we social made-tiff-ten*o taveragerebtadem ,;oAraphicstutim o Consider poiAsfnrg a whiney on stwveymonitey .com o Consider inta-viewing studen t .toned on the above, who the teal target for your focus area ? 2. Create A Soot Program •Based on vow research, provide ea a h‘rh level summary allow you stwest engagirg student, and wh y you thin& it IvA work. Please include o The weal rietmorks ands ntrim sites students interested A your focus area useoThe tyce of content vim hereve get the most comments, ,share : ng to AW it= Present a three-phase Implementation Plan speak to your focus area that tat-ate_r •AU ofsameness"latent phase. o How MN you get the word tic fat,about your new rpogram? o Develop a camitiatia and state white you would advertise yaw progra m Create lots of coriwamtiora cloning the growphase. o What speci5oally do you want students to tack. about? o How wD you inspire them to share this content? q How minters wA this c t tattered fans:u mottle deviou„S .comments,etc t? •make tbe programbtf-stoper during the sustain phase. o bdtstn how Ms tar r-sort itself once you stop participating wi t o stow wAi your two to reach out-of-town visitors? How can the area's rioted pa opts in pus program and attract more ysttors ?o Bonus I: Design doom or gismo that could Ate on asocial netwatfe Mot waif engage your ouoAnce Bomb 2,Do crest *be —setup obit iv UM to on appropoote spot on sonhesobtspovocotfoettoom to show off 1,13IN'SIXCESS' CONFIDENTIAL 02010 y County Brand Worksho p ua . #.: set a`s Jonathan i .ee, Partner Strategic Acco4unt Pianrnir=g came out to CA to manage a g m works ;-io . Goal : Develop a cohesive, unified brand and message for the county and TBIDs for future use in co-o p opportunities . Community Members Involved : VC B Paso Robles TBI D Pismo Beach TB1 D Morro Bay TBI D San Luis Obispo TBI D Conclusion : SLO County is a unique place that will have strong and lasting appeal to the visitor that wants to do more than jus t visit an attraction . The key to appealing to them is not just to welcome them with open arms and talk about th e multitude of experiences available, but to make it clear that we will not only let them immerse themselve s completely in the location, culture and experiences, but we expect it . Branding message, taglines and approach are being developed in coordination with the VCB . via ~.r is o r! Inside Sprea d OdSI OSII? l NVS CONFIDENTIAL ©2010 se a ~ Isa-i ua SL') Mar•ather; '. If 'and 5K .Aprii-Z2, Crr. ,to r9nark getut—G!, usA Runners, joggers, and walkers unite for the first ever SLO Marathon + Half .1 Fai;e the t ?.Ce,nii Scenic .raa r .. JTE S H g ,r ..C6-2 6 CONFIDENTIAL 2010 SLOIF F SLOVacations Webpage Result F http //www.sanluisobispovaca ans.eo Page Traffi c 2,987 - Total Page View s 2,329 — Total Visit s 2 :50 minutes - Average Time on Page Top Page views by Regio n San Francisco : 35 4 — Los Angeles : 11 2 —San Jose : 9 5 -SLO : 6 0 San Diego : 4 4 -Sacramento : 3 3 Oakland : 3 3 Sunnyvale : 3 1 -Fremont : 30 ;creme sports films kicks oftwnttr Fat, arts .,a sub-Zero temperatures (followed by -1fk • tin 3,M!eud t i her, onto the thralls and spills of bcydrng -,d =.:. h ~s ar n 5 arewng Companywhere youf mee '_r_e i_J:,er e .r ...,effS ',and a rn bulging mdnri r%eciats. NCt tpPas ~. _.;..nra .oo .to exis t astle" event. Re = Geg the pea s .. aci ; sm1 Tinwt to at,)!flit .r_ Hens -._'are th e recepb n L:tteltt,cat-1 tart'. Hcz t :rhma Dan tbe te n 80th-s :tat ;,t. ithin±s tc~-Jo/e ents/s'&f im-±e s ti t ifse,Ht.c -__Sri â Gd ) C■:.enatlet the t' SLO International Film Festiva l Great movies Without the Hollywood hype . er%;moo-<.... C6-27 pi!.naim Secrets of SA O Remnants of the Past Featur e Sent to 8,602 recipient s Open Rate : 25 .84 % Click Through Rate : 21 .33 % Woo wia win this Asp Gisaawa Sign up to win a free stay during this event[ CONFIDENTIAL ©:-g 6Z-90 Decreasing the overall budget from $750,000 tO $597,000 . And we still want t o do the ShareSLO campaign . How . OPT/MCAT/ON — We have reviewed the performance of all areas of media an d services to determine the following : •We can cut the display network by 35% and only see a 15%decrease i n coverage . ▪We have removed some of the 3 rd party services that haven't bee n performing , •We cut print ads from the overall media plan for this yea r •We have streamlined our services and management as we are now in a good groove . •PR no longer include d ,A C6-30 Via Wes Via Discove r Offiine sthrouj ;.2012-13 2011_12 2012-13 2011-1 2 9,J110 ~banner Ad s 9,000 Newsletter Suppor t ,pywritin 10,000 $ 20,000 10,00 $ 10,000 15,000 $ 15,000 __P Dr;the Horizo n =e~Packa g e s!a liintoo :&.1J X Hotel Page s Site Maintenance Content L [p a t Event page s Cal Poly .Sup ,port Design Support a Direction. igram Mara .€ __o,'jnt 'Manage :-,e Ad Hot: Requests 1;S= -r r t3ft4NC} TOTA L .Rosetta Go c,gle Ad-word s r.1icr_s<t F 11 yeariv campaig r Value;'" I I .About_corrs Yaho o Tr ^ Adv sc r ~rcglti Oispia'v LA Times LA . Ma g ee `.•.end Sherpa:. 3rd Party Media Services Wish List (Not (zit rently In Budge t special promo s 2 Free Nigh-`s Weekend Geta w Online 15„00 2,50 C 6, X100 15, 000 10,000 10,00 3 1 5 ,10 :1' 15,00 0 20,30 0 1030 0 15 ,30 .D 20,000 $ 25,00 0 30,300 $ 45,00 0 00 $ 20,000 5,000 1 $ 20,00 0 C6-31 2 5 CONFiDENTiAL 42010 COSLO Medic Mine 2012/201 3 Package s Special PromO i s 2 Free Nights ;It adg.n tip rant ; ;$Q4^T..$atr anc 32- event . IF , fs Bay Area Travel Er Adventure Show t LG` Marathc 2 R naiants aft*Past Jutt -`-::,201 2 S:LO IN ar -=esttuak .Mardi 7-11, 2012 F'a.da w rc a ;afar at a roia fa r ::z:ac g San E. Obispa dtt iii. 2 ex saes and a 4 a ... & caxd. ROS CONFIDENTIAL ©2010 Microsoft sLO Trip Adviso r Goo&iDis p Weekend Sherp a Secrets of SL O S L Focusing effort in 2012/13 COSLO Media 3 r Party Services C6—3 4,T .ts CONFDENT IAL ©2019 28 ecause the good time sdeserve an instant replay . Plan the perfect tri p r ;ct e!, f!iyr"9 k c,c- rant s Find hotels r_ here paradise.We want to share it with the .,o - to ',at locals, alumni, students, an d Vanos-, rentals Ttdogs to do from SanLuisObispoVacations por e e losetta Services Website vet Industry N gg e •Visit is providing media rt iti e S integrate in their platform •Larger cities, such are starting to provide advertising/partnershi p opportunities Seasonal campaigns are becoming I too/for building deman d Collaboration / Ne Ex eerier:'t v e Give back programs (vo/untourism) — Nature Corp s Social media tools tenhance experience ShareSL O •Demographics are pointing largely older trove ers Hispanic travel on the ris e Mobile tab/et integration continues gro th App consolidation is King ! •Mobile platforms continue to innovate nd push technology barriers C6-41 Future Item s Leafs an, Pc R"ges Progra m •Quarterly Dea! and Package available to TBID member s co Itinerary Builde r •Utility Developmen t •Social Promotio n ROSETTA .C6-42 3 6 CONNDENTIAL CO2010 Ar.,t--441 i:~{rt.4ar n.T-~F~f o-~-++T :« K C"'F~Y'6~'d t4PYew~ TBID Budget Review 20 2-201 3 06 .28 .-12, ONFIOENTIAL ;©2012 ROSETTA 2 0 2012/2013 Budget COSL O Overa 11 budget for 2011243 = $597,000, including ShareSLO campaign for a year . OPTIMIZATION – We have reviewed the performance of all areas of media an d services to determine the following : •We can cut the display network by 35% and only see a d xreas e in coverage . •We have removed some of the party services that haven't bee n performing . int ads from the overall media plan for this yea r We have streamlined our services and management as we are now i n a good groove , •PR no longer include d a Print : Under budget constraints it is re st prudent to cut the leas t measurable medium, which is print . We still believe it hits the righ t demographic, but we've seen more and more that bookings ar e occurring within days and weeks of our marketing, which is far easie r to manage with quick-hit digital media . •Packages : We've retooled our approach to events to support thos e with the most effort that can marry their event to hotel rooms in a package that can be co-marketed . This will take more coordinatio n this year, more landing experiences and descriptive content t o educate travelers,but is an effort that will pay dividends in direc t bookings , CONFIDENTIAL Page 2 C6-46 Packages Promotion s 2 Free Night s Marketine- Plan –Online Medi a Online Media : We are reducing awareness tactics this year to save budget an d enter launch ShareSLO by cutting back on Display (banner) ads, These are hig h funnel awareness generators where we can save on the high cost to convert t o apply elsewhere . Awareness will be backfilled by SEO, a whopping 250% growt h over last year because of new content and SEO practices, and ShareSLO i We are keeping high performers in Display in Google, which is cost per clic k instead of impression-based, and Trip Advisor, a primary travel research outlet , because they are both mid-funnel with a lower cost to convert, We are keepin g our low-funnel pay-per-click SEM in Adwords and Microsoft intact to not mis s travelers actively looking for us . We are additionally minimizing email list rentals to include only tactical Weeken d Sherpa buys, and continuation of the Secrets of SLO newsletter, as they are to o short-burst focused to keep under budget constraints i COSLOM SF O Focusing e fort in 2012/1 3 SEM G r Ilzfir sorr:t CONFIDENTIAL Page 3 C6-47 Trip Adviso r Goo& Displa y al l Weekend Sherp a Secrets of St O -a rat y Service s Campaign Monitor :We will continue to invest in building our "owned media " database, encouraging newsletter subscriptions everywhere possible . With th e shift in travelers choosing more last-minute travel, these timely, comprehensiv e and inexpensive pieces make more sense than ever . Photography : Part of the site initiative this year,and the reason for moving it t o Wordpress last year, is to provide hoteliers with more direct access to the site t o market their property . We have allocated a budget to be used to provide phot o assets for properties who may need them when creating property pages . Phased Out : We will no longer invest in ClearSaleing attribution analytics thi s year, preferring to move that budget to more direct media . Similarly, we have ha d to strike budge :for producing another video in favor of traffic generation . COSLO Media Tota l Total Medi a $3671 0 0 a Su Tort Service s Media Creation : We have cut channels of display advertising to re-arrang e budget, but commensurate cuts can not be made in keeping assets fresh in th e remaining channels . However, we have cut display ad creation by 50%. Newsletter and copy services remain intact , CONFIDENTIAL Page 4 C6-48 6t-9 0 S aced 1VIIN3OIdNOD 'swoo J 41130,1!O S!Imp weJOwd Mod lej ddnsr pn , ca'g: 10pnq idop!ppe aAeq am .sapJadold um o Jai sab o!l se Ham se IaJoq Aq paJaJJo s p lat' !2cao c9tx i 00!)4S!U!Wpe lUaPWO WOW 2u!pnpu! 'wJopeid ssaJdi dt t.i!!JJn J a)ow pi!nq s! malt sm.al!sqam alp ql!itA q , ,wiast i 101011 q!M Sie`Z ,_pPd In a ued am Jew . sluaAa asoqJ Aiuo u!poddns Jo ud!Jpadxa u!ttAcJd n Jo Junowe aql uo A1luevu2!s peq JnD case aAeq am .(Av (aq)squaw a q uequa ma u Jo uo!pnpoiui aLp. a of aspe eLp. sanss! Aue pue n d d auxinw JoJ adeid u ! JatVnq pal Jnq 'saxu papadxa cad sina apew 0A2tJ 0AI't 0 )pOOU S!-DUMI U!MIJ t iuJoneid ssaJdpJom mad aqJ Jo !qeJs ql,! o w altsclom —1W)UP.I.Al Juawa2euen Juno Ja v uawaSeueN welBo m uo!pai!c] !pa N 2u!iJAAAdo o I.Joddns JallaiSMO N spv .1auue s _tu t paonpai sem dpnq ueid i .JJ aqJ.:a1O N die Ao-JeaA %Ez Aq sae,' Jnd paanpaJ i-meq am (aJoJwaq i no diaq cp . swnseaw umn-1soo ow.a). Juem pue sapuap!JJa .co s apaweal ()si p aAeq am Jng .u!edwea olsaJeqs aqJ pue a5euew cad aJnJea J 34!S ,10!101011 Ai‘OU 1.)us a a .us U@AO eM 000 ',JE'Oik s pasn aq 1pm sdpo e Jo raqwnu awes al 'ueld w saaald 2U!AOW JO Jaqwnu aql uo painpaqa s s! JJoddns asnedaq suo!pnpaJ Jape]. ol S039 AJOS Junodoe pue aJnJpuadx a !p ,u uadmlaq dNsud!1eiaJ aud-oduo eau s!01001 :Saly'UDS luntp av Rose —e :e Deals and Pkes (Admin tool & UX ) •Hotel Page s •Site Maintenanc e Content Update s •Event Page s •Cal Poly Suppor t •Design Suppor t Total:Rosetta Service s Total Estimated Cost of Services : .$.230,000 L Deals and Packages Progra m Quarterly Deal and Packa g e available to TBID member s 2 . Video Itinerary Builde r Utility Developmen t • Social Promotio n CONFIDENTIAL Page 6 C6-50 edii ''assthroug .. Dffiine 2012-13 201.1-12 .Rosett,`et"1.__2012-1 .3 2011-1 2 Via ^esway s Via Discove r Special promo s 2 Free Nights Weekend Getaway {onlin e r-ogle AL ord s Microsoft Fell yearly campaign 9,00Ci Banner Ads Newsletter Support [CDV'.vrilin g 15,000 $a 10,000 $ 5,000 On the Horizo n 1 ip Phase 2=.iodate s 10,000 5 .'![0[H1 Deaf & Packages (adman tool & UX ) Hotel Page s Site Nilainienar,ce ___ Content Updates ; _, Event pag e s Cal Poly Support Design Support 1n,0iid .1i1,0 ; 10,000 $ tO,00 3 15,000 5 15,000 < 49 .ItD 12,00 0 25,00 0 10,0022 15,00 0 15,C , 15,60 0 20,1 15,000 i 35,00 0 80,000 r ° ~,KKK? 50,000 50,6rra 110,00 0 Valner_1ir_k Ah o _n .co m Yaho o Trip Adviso r Stoog's Display 4D,O0 0 $ 40,00 0 2 40,5D 0 25,000 S 35,00 0 30,030 3 6O, Yip media Directio n program Managemen t Account Management ,... Ad Hoc Requests (Shish -'in,_t 20 ,031 5 <"i,r~O D 30,000 3 4 ;'1 20,00 0 ,i Time s uSMa g Weekend Sherp a 3rd Party Media Services GRAND TC Tl t Sal 5 :'10 $ 199,2 Toto!Service s 15,000 1 cif) 1 00 3n 5Li6Tot-of ME di.r.7 Wish Lia (Nut Currently In Ludgel ) ltDelie1cc scent SOCial Pro'Loi3O'l 10,60 5 20,00 0 CONFIDENTIAL Page 7 C6-51 Budget Allocation Recommended by the Tourism Busines s Improvement District Boar d Campaig n Elements/Contractors Workscope Budge t Allocatio n Level Studios Marketing Service s Exhibit 1 — Contract Amendment an d workscope $597,00 0 SLO Chamber o f Commerce TBID-Specific Telephone Fulfillment & Availability Assistance $25,00 0 SLO VCB VCB General Contribution for marketing pla n execution (Exhibit 3). Savor the Central Coast Sponsorship $97,190 $30,00 0 Central Coast Touris m Council Membership $ 61 0 Cal Poly Athletics Partnership for 2012-13 $82,50 0 Nature Corps Volunteer Tourism Program $15,00 0 Smith Travel Research Monthly in-county data and statewid e comparison $ 4,00 0 Tourism Manager September 2012 — June 2013 $79,00 0 TBID Administration Cost allocation to the City cost to administe r the TBID . $ 21,100 Total Expenditure $951,400 2012-13 Budget $992,000 (Financial Plan Supplement D-10 ) ** The un-appropriated fund balance will not be known until early September when the entir e 2011-12 collection has occurred and the City's audit has been substantially completed . C6-5 2 Budget Allocation Recommended by the Promotional Coordinatin g Committe e Campaig n Elements/Contractors Workscope Budget Allocatio n Grants-in-Aid Funding Direct Grant Allocation s (based on applications received ) Grant Support Program $100,00 0 $ 25,00 0 Events &Activities Direct Events & Activities Allocation s (based on applications received ) Events & Activities Support Program $ 65 ;00 0 $ 15,00 0 SLO Chamber of Commerce Visitors Center Services Operate a Visitors Center in downtown Sa n Luis Obispo to assist tourists with informatio n about tourist attractions and hotel availability . Downtown Maps $ 76,50 0 $ 7,50 0 PR Comprehensive program for proactive an d reactive Public Relations $ 55,00 0 Beautification RFP development and initial funding $ 25,00 0 Tourism Manager $ 15,00 0 Program Support $ 2,500 Total Expenditure $386,500 Community Promotions Budget 2012-13 $386,50 0 (2011-13 Financial Plan – Page D147) C6-5 3 Promotional Coordinating Committe e Community Promotions Strategy Mission : "The mission of the Promotional Coordinating Committee is to promote San Lui s Obispo's unique lifestyle by providing financial and moral support to local groups , nonprofit organizations and others that produce activities, events an d enhancements for the continuous enrichment of its residents and visitors ." Strategy : Exploit the benefits of our idyllic center of the central coast location, geography and climate with focus on supporting : Event/activities that will attract visitors and local patronage, especiall y new/innovative concept s Events/activities produced by local non-profits (i .e . GIA) 2.Beautification projects/events/activities that restore or create ne w enhancements such as signage, historical bldg., restoration, public are a landscapes, etc . 3.Visitor services (i .e . info access, public transportation, courtesy cab/jitne y service ) Values : •Always consider potential impact on residents when evaluating ideas fo r promoting tourism . Consider eco-impact for all promotion concepts . •Consider how broad the appeal will be for any given request . Will it broade n our visitor and/or resident participation base ? •Concepts to be consistent with City's goals . •Be genuinely supportive of events . Do not give support just because fund s are available . C6-54 Promotional Coordinating Committe e Meeting Minute s Wednesday, June 13, 201 2 5 :30 p m City Hall - Council Hearing Roo m CALL TO ORDER :Vice-Chair Jill LeMieux DRAF T PRESENT :Fidler, Palazzo, Cox, Pearce, Yukelso n STAFF PRESENT :Brigitte Elke, Principal Administrative Analys t PUBLIC COMMEN T No public comment was given . CONSENT AGEND A ACTION : Moved by Cox/Yukelson to approve the consent agenda as presented . Motion carried 5 :0 PRESENTATION S 1 .2012 TEDx CONFERENCE - PERFORMING ART CENTE R Jenn Prentice and Kimberly Anderson presented the planned TEDx conference . TEDx is a local equivalent of the national TED conference under license by TED . The format follow s TED with 18 minutes speeches and presentations . 12 to 16 speakers will participate in th e inaugural San Luis Obispo conference under the theme of "Power of Community". Th e organizers expect 500 to 700 people . They asked the committee to consider support at th e corporate level at between $5,000 to $10,000 . They would like to have all sponsors o n board by mid-July . 2 . CaITRAVEL 201 2 Lindsey Miller gave an overview on the information learned at the 2012 CalTrave l conference including the latest tourism trends, and upcoming challenges of marketing to a quickly growing Baby Boomer population and at the same time to the Gen Y age group . C6-55 Promotional Coordinating Committee Minute s June 13, 201 2 Page 2 BUSINESS ITEM S 1.EVENTS PROMOTIO N Subcommittee member M . Fidler and J . LeMieux presented the four requests heard durin g the May 21, 2012 joint subcommittee meeting . Cal Poly Arts presented two requests wit h the 2012-13 Broadway Series and the 2013 La Guitarra Festival . Additionally, the 2013 SL O Marathon and the 2013 SLO International Film Festival (SLOIFF) were unde r consideration. ACTION : Moved by Yukelson/Coxto support the SLO Marathon ($15,000), th e Broadway Series ($10,000), and the SLOIFF ($5,000) as recommend by th e subcommittee . La Guitarra to be considered under GIA for 2013-14 . Motion carried 4 :1 Upon request by Verdin, the chair asked the committee whether they would agree to ad d an item to the agenda for review of the cover for the new events brochure . The brochur e was scheduled for print on June 15, 2012 and a decision was needed . The committe e members voice unanimous support of adding the item . 2.EVENTS BROCHURE COVER - JULY - DECEMBER 201 2 The committee briefly discussed the two options and mentioned that as a picture the y preferred the Marathon version, but the runner's shirt mentioned a Santa Barbara ru n which was clearly legible and therefore not appropriate . ACTION: Moved by Palazzo/Cox to use the Mud Mash picture as front cove r Motion carried 5 :0 3 .2012-13 MARKETING &BUDGET DISCUSSIO N Committee Vice-Chair and marketing joint subcommittee member J . LeMieux informed the members of the discussion with the TBID subcommittee members and the possibl e collaboration options under review . The document outlining the newly defined strategi c approach and possible program as submitted by staff was reviewed and discussed . The committee members decided to pursue a programmatic approach by eliminating singl e line items and applying an encompassing program component to the three strategie s outlined . They also did not feel comfortable collaborating with the TBID on PR as th e commissioners felt the objectives would be too tourism centric . The following approac h was determined : 1 . Events/Actvitie s Grants-in-Aid Program including marketing suppor t City Events & Activities including marketing support C6-56 Promotional Coordinating Committee Minute s June 13, 201 2 Page 3 2.Beautificatio n Establish a program that calls for annual request for proposal under this category . 3.Visitors Service s To include the City's contribution to the downtown Visitors Center and downtown maps . 4.Support Service s This category encompasses the Tourism Manager and support cost for grant advertising, committee meetings, etc . The actual budget allocations were broken down as follows : Program Budge t Grants-in-Aid Allocations $100,00 0 Grants-in-Aid Support $ 25,00 0 Events & Activities $ 65,00 0 Events & Activities Support $ 15,00 0 Events & Activities PR $ 55,00 0 Beautification RFP $ 25,00 0 Visitors Center $ 76,50 0 Visitors Center - Downtown Maps $ 7,50 0 Total $386,50 0 2012-13 Budget $386,50 0 COMMITTEE COMMUNICATIO N Meeting adjourned at 8 :25 pm C6-5 7 SECOND AMENDMENT TO AGREEMEN T THIS AMENDMENT TO THE AGREEMENT ("Agreement") is made and entered into in the City of San Lui s Obispo on this day of , by and between the CITY OF SAN LUIS OBISPO, a municipa l corporation, hereinafter referred to as City,and Rosetta Marketing Group, LLC as successor in interest to LEVE L Studios, LLC, a Delaware limited liability company having its principal office at 3450 Broad Street, Suite 107, San Lui s Obispo, CA 93401 ("Rosetta") hereinafter referred to as Contractor . WITNESSETH : WHEREAS,on January 7, 2009 City requested proposals for Marketing services for the City of San Luis Obisp o lodging industry per Specification No . 90895 ; and WHEREAS,pursuant to said request, Contractor submitted a proposal which was accepted by City for sai d services ; and WHEREAS,the agreement allowed for two additional two-year terms ; and WHEREAS,in 2010, the Tourism Business Improvement District Board recommended to exercise the firs t extension, continued to oversee the contractors work and is pleased with the workscope and results achieved ; and WHEREAS,the Tourism Business Improvement District Board at its May 2012 regular board meetin g recommended the second and final two-year extension of the agreement for marketing services with Contractor ; and WHEREAS,the Tourism Business Improvement District Board at its June 2012 regular board meeting conclude d the amount for this contract during its budget deliberation . NOW THEREFORE, in consideration of their mutual promises, obligations, and covenants hereinafter contained , the parties hereto agree as follows : 1.TERM . The term of this Agreement shall be from the date of this Agreement is made and entered, a s first written above, until June 30, 2014 . 2.INCORPORATION BY REFERENCE .City Specification No . 90895, Contractor's original proposal , the proposal presented on May 12, 2010 and the proposal presented on June 11, 2012 are hereby incorporated in and mad e a part of this Agreement . 3.CITY'S OBLIGATIONS .For providing services as specified in this Agreement, City will pay an d DC264 .1 207858-10001 C6-58 Contractor shall receive therefore compensation in a total sum not to exceed $597,000 for the 2012-13 fiscal year (i .e ., the first contract year). The City's obligation for the second contract year will be determined based on the recommendation o f the Tourism Business Improvement District Board ; provided that it is understood that if Contractor's compensation for th e second contract year is less than the total compensation provided to Contractor in the first contract year of this Agreement , the workscope of the services provided by Contractor for the second contract year may be reduced or otherwise modifie d accordingly (as compared to the workscope of the services provided by Contractor in the first contract year). 4.CONTRACTOR'S OBLIGATIONS .For and in consideration of the payments and agreement s hereinbefore mentioned to be made and performed by City, Contractor agrees with City to provide services as described i n Exhibit A and Exhibit A .1 attached hereto and incorporated into this Agreement . 5.AMENDMENTS .Any amendment, modification, or variation from the terms of this Agreement shall b e in writing and shall be effective only upon approval by the Council of the City . 6.COMPLETE AGREEMENT .This written Agreement, including all writings specifically incorporate d herein by reference, shall constitute the complete agreement between the parties hereto . No oral agreement, understanding , or representation not reduced to writing and specifically incorporated herein shall be of any force or effect, nor shall an y such oral agreement, understanding, or representation be binding upon the parties hereto . 7.NOTICE .All written notices to the parties hereto shall be sent by United States mail, postage prepaid b y registered or certified mail addressed as follows : City Clerk City of San Luis Obisp o 990 Palm Street San Luis Obispo, CA 9340 1 Rosetta Marketing Group, LL C 3450 Broad Street, Suite 10 7 San Luis Obispo, CA 9340 1 8.AUTHORITY TO EXECUTE AGREEMENT .Both City and Contractor do covenant that each individual executing this agreement on behalf of each party is a person duly authorized and empowered to execut e Agreements for such party . IN WITNESS WHEREOF,the parties hereto have caused this instrument to be executed the day and year firs t above written. ATTEST:CITY OF SAN LUIS OBISPO , A Municipal Corporatio n City Contracto r DC264 .1 207858-10001 C6-59 By : City Clerk Jan Howell Marx, Mayo r APPROVED AS TO FORM :CONTRACTO R Christine Dietrick By : City Attorney DC264.1 3 207858-10001 EXHIBIT A SCOPE OF WORK . FOR MARKETING . SERVICE S 1 Implement the strategies as outlined in the Marketing Plan (Exhibit A .1) by utilizin g the full marketing mix as it pertains to tourism related marketing . Planning , developing and implementing promotional tools on the City and Tourism Busines s Improvement District's (TBID) behalf that meet the criteria of reaching the define d target audience considering traditional and new media opportunities . Contracto r will use commercially reasonable efforts to actively market the City's touris m website www .sanluisobispovaccations .com in all campaigns and utilize th e tourism logo "Sincerely, California . in connection with such campaigns . Al l campaigns are subject to TBID Board review and approval prior t o implementation . 2.Implement the social media strategy as outlined under program componen t ShareSLO . 3.Continue to explore cooperative marketing opportunities with the San Luis Obisp o Vintners, Cal Poly, the Arts Community, San Luis Obispo County Visitors an d Conference Bureau, the Chamber of Commerce, the Downtown Association an d any other mutually agreed upon organizations . 4.Maintain an effective working relationship with the TBID Board . Schedule d meetings will normally be on a monthly basis with the TBID Board and Contracto r should provide input, refine, and adjust marketing objectives and strategies a s recommended by the TBID Board . 5.Provide budget management . Pay invoices and account for all such activit y conducted on the City and TBID's behalf in monthly billing materials . 6.Provide account services such as, but not limited to, marketing concept, desig n and production, events promotion, media buys and placement, account budge t and additional services as needed . Provide status reports on the account budge t including standing to date monthly reports . It is understood that an agency shoul d indicate whether it intends to collect a flat fee or accept a commission . I f contracted with a flat fee, agencies are required to dedicate the commissio n amount to the purchase of additional advertising . 8 . Provide the TBID Board with timely, written reports, one week prior to the regula r monthly meeting, which is held the second Wednesday of each month at 2 :00 pm , on the status of all aspects of the marketing campaign . Personally present a monthly report on past activities and continuation of plan at the monthly regula r TBID board meeting . The reports should encompass : Summary of all marketing activities in the reporting period . Summary of advertising placed during the reporting period . Summary of direct consumer marketing placed during the reporting period . 4DC264.1 207858-10001 C6-61 Summary of results and responses to materials during the reporting period . Examples of materials distributed during the reporting period including proof o f advertising . Summary of strategic alliances supported during the reporting period . Website statistics . 9.Planning and commissioning any research activity that the TBID Board and Cit y Council may require, including suggestions for and methods of continuin g evaluation of the effectiveness of the commissioned marketing campaign . 10.Coordinating activities of the marketing campaign with the TBID Board an d establish an effective working relationships with its members and assigned staff t o achieve coordinated and efficient use of all available resources thus avoidin g duplication of efforts with other city promotional efforts . 11.Provide advertising "fulfillment" services in response to requests for materia l arising out of the TBID's marketing program . 5DC264.1 207858-10001 C6-62 EXHIBIT B GENERAL TERMS AND CONDITION S Business License &Tax .Contractor must have a valid City of San Luis Obisp o business tax certificate prior to execution of the contract . Additional informatio n regarding the City's business tax program may be obtained by callin g (805) 781-7134 . Ability to Perform .Contractor warrants that it possesses, or has arranged throug h subcontracts, all capital and other equipment, labor, materials, and license s necessary to carry out and complete the work hereunder in compliance with any and all federal, state, county, city, and special district laws, ordinances,and regulations . 3 .Laws to be Observed .Contractor shall keep itself fully informed of and shal l observe and comply with all applicable state and federal laws and county and Cit y of San Luis Obispo ordinances, regulations and adopted codes during it s performance of the work . Payment of Taxes .The contract prices shall include full compensation for all taxe s that Contractor is required to pay . 5 .Permits and Licenses .Contractor shall procure all permits and licenses, pay al l charges and fees, and give all notices necessary . Safety Provisions .Contractor shall conform to the rules and regulation s pertaining to safety established by OSHA and the California Division of Industria l Safety . Public and Employee Safety .Whenever Contractor's operations create a condition hazardous to the public or City employees, it shall, at its expense an d without cost to the City, furnish, erect and maintain such fences, temporary railings , barricades, lights, signs and other devices and take such other protective measure s as are necessary to prevent accidents or damage or injury to the public an d employees . 8 .Preservation of City Property .Whenever Contractor's operations are reasonabl y likely to create a risk of injury or damage to City property, as determined b y Contractor, Contractor shall provide and install suitable safeguards, approved b y the City, to protect City property from injury or damage . If City property is injured o r damaged as a result of Contractor's operations, it shall be replaced or restored a t Contractor's expense and the injured or damaged facilities shall be replaced o r restored to a condition materially as good as when the Contractor began work . DC264 .1 207858-10001 C6-63 9.Immigration Act of 1986 .Contractor warrants on behalf of itself and all sub - contractors engaged for the performance of this work that only persons authorize d to work in the United States pursuant to the Immigration Reform and Control Act o f 1986 and other applicable laws shall be employed in the performance of the wor k hereunder . 10.Contractor Non-Discrimination .In the performance of this work, Contracto r agrees that it will not engage in, nor permit such sub-contractors as it may employ , to engage in discrimination in employment of persons because of age, race, color , sex, national origin or ancestry, sexual orientation, or religion of such persons . 11.Work Delays .Should Contractor be obstructed or delayed in the work required t o be done hereunder by changes in the work or by any default, act, or omission of th e City, or by strikes, fire, earthquake, or any other Act of God, or by the inability t o obtain materials, equipment, or labor due to federal government restrictions arisin g out of defense or war programs, then the time of completion may, at the City's sol e option, be extended for such periods as may be agreed upon by the City and th e Contractor . 12.Payment Terms .The City's payment terms are 30 days from the receipt of a n original invoice and acceptance by the City of the services provided by Contracto r (Net 30). 13.Inspection .Contractor shall furnish City with every reasonable opportunity for Cit y to ascertain that the services of Contractor are being performed in accordance wit h the requirements and intentions of this contract . All work done and all material s furnished, if any, shall be subject to the City's inspection and approval . Th e inspection of such work shall not relieve Contractor of any of its obligations to fulfil l its contract requirements . 14.Audit .The City shall have the option, at its own expense, through a third part y independent public accountant, to inspect and/or audit all relevant records an d other written materials of Contractor (in whatever form kept) during normal busines s hours, upon thirty (30) days advance written notice, to determine or verify th e amounts paid in connection with the performance of the services hereunder . An y such audit will be limited to the twelve (12) month period immediately precedin g such audit . Such audit will be conducted in a manner that minimizes disruption t o Contractor's normal business activities, and no more frequently than once in an y twelve (12) month period . City will require the third party conducting the audit to (a ) maintain in confidence all information learned in the course of each such audit, an d (b) disclose to City only the fact and amount of any errors or omissions disclosed b y any such audit . 15.Interests of Contractor .Contractor covenants that it presently has no interest , and shall not acquire any interest direct or indirect or otherwise, which woul d conflict in any manner or degree with the performance of the work hereunder . Contractor further covenants that, in the performance of this work, no sub - contractor or person having such an interest shall be employed . Contractor certifie s that no one who has or will have any financial interest in performing this work is a n officer or employee of the City . It is hereby expressly agreed that, in th e 7DC264.1 207858-10001 C6-64 performance of the work hereunder, Contractor shall at all times be deemed a n independent contractor and not an agent or employee of the City . 16.Hold Harmless and Indemnification .Contractor agrees to defend, indemnify , protect and hold the City and its agents, officers and employees harmles s from and against any and all claims asserted or liability established fo r damages or injuries to any person or property, including injury to Contractor's employees, agents or officers which arise from or are connecte d with or are caused or claimed to be caused by the acts or omissions o f Contractor, and its agents, officers or employees, in performing the work o r services herein, and all expenses of investigating and defending agains t same ; provided, however, that Contractor's duty to indemnify and hol d harmless shall not include any claims or liability arising from the establishe d negligence or willful misconduct of the City, its agents, officers or employees . 17.Contract Assignment .Contractor shall not assign, transfer, convey or otherwis e dispose of the contract, or its right, title or interest, or its power to execute such a contract to any individual or business entity of any kind without the previous writte n consent of the City . 18.Termination .If, during the term of the contract, the City determines tha t Contractor is not faithfully abiding by any term or condition contained herein, th e City may notify Contractor in writing of such defect or failure to perform ; whic h notice must give Contractor a 10 (ten) calendar day notice of time thereafter i n which to perform said work or cure the deficiency . If Contractor has not performed the work or cured the deficiency within the ten days specified in the notice, suc h shall constitute a breach of the contract and the City may terminate the contrac t immediately by written notice to Contractor to said effect . Thereafter, neither part y shall have any further duties, obligations, responsibilities, or rights under th e contract . In said event, Contractor shall be entitled to the reasonable value of its service s performed from the beginning date in which the breach occurs up to the day i t received the City's Notice of Termination . "Reasonable value" includes fees o r charges for goods or services as of the last milestone or task satisfactorily delivere d or completed by Contractor as may be set forth in the Amended Agreement paymen t schedule ; compensation for any other work, services or goods performed or provide d by Contractor shall be based solely on the City's reasonable assessment of the valu e of the work-in-progress in completing the overall workscope . The City reserves the right to delay any such payment until completion or confirme d abandonment of the project, as may be determined in the parties' good fait h discretion, so as to permit a full and complete accounting of costs . In no event, however, shall Contractor be entitled to receive in excess of the compensatio n quoted in its proposal . 19.Ownership of Materials .All original drawings, plan documents and othe r materials prepared by or in possession of Contractor as part of the work or service s DC264.1 207858-10001 C6-65 under these specifications shall become the permanent property of the City, an d shall be delivered to the City upon demand . 20.Release of Reports and Information .Any reports, information, data, or othe r material given to, prepared by or assembled by Contractor as part of the work o r services under these specifications shall be the property of City, and shall not b e made available to any individual or organization by Contractor without the prio r written approval of the City . 21.Copies of Reports and Information .If the City requests additional copies of reports, drawings, specifications, or any other material in addition to wha t Contractor is required to furnish in limited quantities as part of the work or service s under these specifications, Contractor shall provide such additional copies as ar e requested, and City shall compensate Contractor for the costs of duplicating o f such copies at the Contractor's direct expense . 22.Attendance at Meetings and Hearings .As part of the workscope and included i n the contract price is attendance by the Contractor to public meetings to present an d discuss its findings and recommendations . Contractor shall attend as man y "working" meetings with staff as necessary in performing workscope tasks . 9DC264.1 207858-10001 C6-66