HomeMy WebLinkAbout07-09-2025 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, July 9, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
The Tourism Business Improvement District Board holds in-person meetings. Zoom participation will
not be supported at this time. Attendees of City Council or Advisory Body meetings are eligible to
receive one hour of complimentary parking; restrictions apply, visit Parking for Public Meetings for
more details.
INSTRUCTIONS FOR PUBLIC COMMENT:
Public Comment prior to the meeting (must be received 3 hours in advance of the meeting):
Mail - Delivered by the U.S. Postal Service. Address letters to the City Clerk's Office at 990
Palm Street, San Luis Obispo, California, 93401.
Email - Submit Public Comments via email to advisorybodies@slocity.org. In the body of your
email, please include the date of the meeting and the item number (if applicable). Emails will not
be read aloud during the meeting.
Voicemail - Call (805) 781-7164 and leave a voicemail. Please state and spell your name, the
agenda item number you are calling about, and leave your comment. Verbal comments must be
limited to 3 minutes. Voicemails will not be played during the meeting.
*All correspondence will be archived and distributed to members, however, submissions received
after the deadline may not be processed until the following day.
Public Comment during the meeting:
Meetings are held in-person. To provide public comment during the meeting, you must be
present at the meeting location.
Electronic Visual Aid Presentation. To conform with the City's Network Access and Use Policy,
Chapter 1.3.8 of the Council Policies & Procedures Manual, members of the public who desire
to utilize electronic visual aids to supplement their oral presentation must provide display-ready
material to the City Clerk by 12:00 p.m. on the day before the meeting. Contact the City Clerk's
Office at cityclerk@slocity.org or (805) 781-7114.
Pages
1.CALL TO ORDER
Chair Pearce will call the Regular Meeting of the Tourism Business
Improvement District Board to order.
2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
At this time, people may address the Committee about items not on the agenda.
Comments are limited to three minutes per person. Items raised at this time are
generally referred to staff and, if action by the Committee is necessary, may be
scheduled for a future meeting.
3.CONSENT
3.a MINUTES OF TBID REGULAR MEETING ON JUNE 11, 2025 5
3.b SMITH TRAVEL REPORT (STR)11
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT
This report will be uploaded by end of day Monday, July 7, 2025.
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 13
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 17
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
This report will be uploaded by end of day Monday, July 7, 2025.
3.g BADGER BRANDING ORGANIC SOCIAL REPORT 19
4.PRESENTATIONS
4.a PUBLIC RELATIONS AND GUEST SERVICES ANNUAL REPORT (20
MINUTES)
Representatives from the San Luis Obispo Chamber of Commerce will
present the year end activity highlights and data results for the 2024-25
Guest Services and Public Relations contracted work.
4.b CONTENT MARKETING ANNUAL REPORT (15 MINUTES)
Agency representatives from Badger Branding will present the year-end
activity highlights and data results for the 2024-25 content marketing
contracted work.
5.BUSINESS ITEMS
5.a SUSTAINABLE AG EXPO SPONSORSHIP (10 MINUTES)29
The Board will consider the proposal from the Vineyard Team on
sponsorship of the Sustainable AG Expo.
5.b FY 2025-26 VISIT SLO MARKETING & BUSINESS PLAN
AMENDMENT APPROVAL (25 MINUTES)
37
The Board will review and approve the amendments to the second year
of the FY 2024-26 SLO TBID Strategic Marketing & Business Plan.
5.c FY 2024-25 TBID ANNUAL REPORT PREPARATION AND TIMELINE
(15 MINUTES)
The Board will direct staff on development of the TBID’s written annual
report to the City Council to be presented on October 7, 2025. The
Board may review the 2023-24 report as an example of the format.
5.d FY 2025-26 TBID BOARD MEETINGS (5 MINUTES)
Staff will review the scheduled Board meetings for the new fiscal year.
5.e PHOTO PROJECT OPPORTUNITY (10 MINUTES)
The Board will consider a proposal to commission professional
photography during the CA Main Street Conference.
6.TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE
6.b MARKETING COMMITTEE UPDATE
6.c MANAGEMENT COMMITTEE UPDATE
6.d PCC UPDATE 79
6.e VISIT SLO CAL UPDATE
6.f TOURISM PROGRAM UPDATE
7.ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board
is scheduled for August 13, 2025 at 10:00 a.m. in the Council Hearing Room at
City Hall, 990 Palm Street, San Luis Obispo.
LISTENING ASSISTIVE DEVICES are available -- see the Clerk
The City of San Luis Obispo wishes to make all of its public meetings accessible
to the public. Upon request, this agenda will be made available in appropriate
alternative formats to persons with disabilities. Any person with a disability who
requires a modification or accommodation in order to participate in a meeting
should direct such request to the City Clerk’s Office at (805) 781-7114 at least
48 hours before the meeting, if possible. Telecommunications Device for the
Deaf (805) 781-7410.
Agenda related writings or documents provided to the Tourism Business
Improvement District Board are available for public inspection on the City’s
website, under the Public Meeting Agendas web page:
https://www.slocity.org/government/mayor-and-city-council/agendas-and-
minutes. Meeting video recordings can be found on the City’s website:
http://opengov.slocity.org/WebLink/Browse.aspx?id=61016&dbid=0&repo=CityCl
erk
1
Tourism Business Improvement District Board Minutes
June 11, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Lori Keller, Member Prashant Patel, Member Dante
Specchierla, and Vice Chair Clint Pearce
TBID Board Absent:
City Staff Present:
Member Christine Nelson and Member Nipool Patel
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth and Economic Development & Tourism Manager
Laura Fiedler
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on June 11, 2025, at 10:03 a.m. in the Council
Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Vice Chair
Pearce.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By: Member L. Keller
Second By: Member P. Patel
To approve Consent Items 3a. to 3g.
Ayes (4) Member L. Keller, Member P. Patel, Member Specchierla, and Vice
Chair Pearce
Absent (2) Member N. Patel and Member C. Nelson
Page 5 of 82
2
CARRIED (4 to 0)
3.a MINUTES OF TBID REGULAR MEETING ON MAY 14, 2025
3.b SMITH TRAVEL REPORT (STR)
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
3.g BADGER BRANDING ORGANIC SOCIAL REPORT
4. PRESENTATIONS
4.a SLO LIFE COACH CAMPAIGN UPDATE (10 MINUTES)
Haley Corbett and Gabbi Hall from Noble Studios presented an update to
the SLO Life Coach campaign.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
5. BUSINESS ITEMS
5.a SUSTAINABLE AG EXPO SPONSORSHIP (20 MINUTES)
Vice Chair Pearce recused himself from item 5a.
Beth Vukmanic from Vineyard Team presented a Sustainable Ag Expo
sponsorship request for TBID's consideration.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this matter due to absentee members and not
equaling a full quorum to vote. Absent board members will view the
Page 6 of 82
3
recording of the presentation and the Board will vote at their July 9
meeting.
5.b CA MAIN STREET CONFERENCE SPONSORSHIP (20 MINUTES)
LeBren Harris and Ali Bailey from Downtown SLO presented the California
Main Street Conference Opening Day sponsorship request for the Board's
consideration.
Public Comment:
None
--End of Public Comment--
Motion By: Member P. Patel
Second By: Member L. Keller
To approve $13,000 from the FY 25 General Events Promotion Budget to
be the Opening Day sponsor for the California Main Street Conference.
Ayes (4) Member L. Keller, Member P. Patel, Member Specchierla, and
Vice Chair Pearce
Absent (2) Member N. Patel and Member C. Nelson
CARRIED (4 to 0)
5.c VISIT SLO CAL CO-OP MARKETING CONSIDERATIONS (15 MINUTES)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the cooperative marketing opportunities with Visit SLO CAL to
the Board for review and approval.
Public Comment:
None
--End of Public Comment--
To approve the presented co-ops with funds to be distributed for according
to budget allowance in FY25 and FY26. Recommended line items
presented but may adjust as needed.
Page 7 of 82
4
Motion By: Member P. Patel
Second By: D. Specchierla
Ayes (4) Member P. Patel, Member D. Specchierla, Member L. Keller, and
Vice Chair Pearce
Absent (2) Member N. Patel and Member C. Nelson
CARRIED (4 to 0)
5.d SUPPLEMENTAL SUPPORT (15 MINUTES)
Economic Development & Tourism Manager Laura Fielder presented a
consideration to the Board to seek support from Noble Studios to support
the TBID program during staff ’s forthcoming planned family leave.
Public Comment:
None
--End of Public Comment--
To approve proposed amount of $44,735 from available fund balance for
additional support from Noble Studios during staff ’s forthcoming planned
family leave.
Page 8 of 82
5
Motion By: Member L. Keller
Second By: Member D. Specchierla
Ayes (4) Member L. Keller, Member D. Specchierla, Member P. Patel, and
Vice Chair Pearce
Absent (2) Member N. Patel and Member C. Nelson
CARRIED (4 to 0)
5.e ELECTION OF CHAIR & VICE-CHAIR (10 MINUTES)
Motion By: Vice Chair C. Pearce
Second By: Member L. Keller
To approve appointing Vice Chair Pearce as Chair and Lori Keller as Vice
Chair for the term July 2025 to March 2026 and to appoint Dante
Specchierla to the TBID seat on the Promotional Coordinating Committee.
Public Comment:
None
--End of Public Comment--
Ayes (4) Member D. Specchierla, Member P. Patel, Member L. Keller and
Vice Chair Pearce
Absent (2) Member N. Patel and Member C. Nelson
CARRIED (4 to 0)
6. TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE
Member L. Keller presented an update on Apple Farm’s new ownership for
the restaurant.
6.b MARKETING COMMITTEE UPDATE
Page 9 of 82
6
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a brief update on the Mini-Marketing Retreat.
6.c MANAGEMENT COMMITTEE UPDATE
No meeting was held in May
6.d PCC UPDATE - Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth provided an update on items the PCC has been working on.
6.e VISIT SLO CAL UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided a brief update on Visit SLO CAL activities.
6.f TOURISM PROGRAM UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on the tourism program.
7. ADJOURNMENT
The meeting was adjourned at 12:04 p.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for July 9, 2025, at
10:00 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis
Obispo.
_________________________
APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/202X
Page 10 of 82
June 2025
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 68.07 76.53 70.49
184.84 196.75 188.53
125.82 150.57 132.89
-2.03 -0.56 -1.58
-1.56 0.41 -0.92
-3.56 -0.15 -2.48
City of Paso Robles 69.79 83.55 73.72 176.86 287.71 212.75 123.42 240.38 156.84 7.58 11.12 8.70 0.56 4.01 2.39 8.18 15.57 11.30
City of Pismo Beach 55.70 81.25 63.00 209.04 316.61 248.68 116.43 257.25 156.67 -3.46 4.70 -0.61 1.63 0.03 1.73 -1.89 4.73 1.11
City of San Luis Obispo 62.96 83.48 68.83 153.10 238.47 182.69 96.40 199.09 125.74 -0.86 8.73 2.27 -0.29 6.46 3.50 -1.14 15.75 5.85
City of Morro Bay 58.04 77.86 63.70 121.61 194.13 146.94 70.58 151.16 93.60 -2.25 -2.01 -2.17 -4.42 3.17 -1.04 -6.58 1.09 -3.19
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 72.42 75.57 73.32
196.83 207.37 199.93
142.54 156.70 146.59
0.43 -3.56 -0.78
3.69 0.32 2.56
4.13 -3.25 1.76
City of Paso Robles 65.41 89.90 72.40 165.80 319.49 220.32 108.44 287.22 159.52 -4.68 6.12 -1.11 -7.54 -1.13 -2.88 -11.86 4.92 -3.96
City of Pismo Beach 69.93 87.43 74.93 227.36 421.44 292.06 159.00 368.46 218.85 0.43 7.76 2.76 0.60 -0.93 0.93 1.04 6.76 3.71
City of San Luis Obispo 68.63 88.47 74.30 171.15 397.36 248.10 117.46 351.54 184.34 -4.10 3.81 -1.55 -0.85 -6.10 -2.11 -4.91 -2.53 -3.63
City of Morro Bay 65.55 82.09 70.28 127.48 245.98 167.03 83.56 201.94 117.39 0.08 -0.89 -0.24 -2.96 -0.42 -1.87 -2.88 -1.30 -2.11
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 69.69 83.44 73.62
183.89 212.35 193.11
128.15 177.19 142.16
3.44 4.92 3.91
2.78 4.74 3.51
6.31 9.89 7.56
City of Paso Robles 74.96 92.53 79.98 179.83 283.61 214.13 134.80 262.41 171.26 7.00 10.61 8.16 1.87 -2.37 0.36 9.00 9.00 8.55
City of Pismo Beach 76.46 90.50 80.47 249.37 391.97 295.19 190.67 354.71 237.54 3.79 2.26 3.29 2.31 11.19 5.78 6.19 6.19 9.27
City of San Luis Obispo 77.93 94.22 82.59 190.50 271.16 216.79 148.46 255.50 179.04 5.40 3.96 4.93 3.90 5.10 4.27 9.51 9.51 9.41
City of Morro Bay 74.72 92.72 79.86 140.97 224.63 168.72 105.33 208.29 134.74 2.43 2.86 2.57 -1.28 2.06 0.21 1.11 1.11 2.78
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 71.54 77.17 73.15 189.72 204.77 194.26 135.73 158.03 142.10 -3.64 -1.29 -2.95 -0.35 1.26 0.19 -3.98 -0.05 -2.76
City of Paso Robles 72.52 86.66 76.56 164.28 276.74 200.65 119.13 239.81 153.61 0.30 4.66 1.67 -5.88 -0.27 -3.01 -5.59 4.37 -1.39
City of Pismo Beach 73.55 86.16 77.15 250.89 367.92 288.23 184.52 316.98 222.37 -3.61 1.40 -2.07 3.43 7.33 5.36 -0.30 8.83 3.18
City of San Luis Obispo 77.80 85.76 80.08 199.54 248.03 214.38 155.25 212.71 171.67 -1.39 2.67 -0.18 3.72 4.85 4.31 2.28 7.65 4.12
City of Morro Bay 70.77 82.25 74.05 135.65 211.81 159.82 96.01 174.22 118.35 -3.47 -2.83 -3.27 -7.93 1.02 -4.32 -11.13 -1.84 -7.45
RevPar Occupancy (%) ADR RevPar
ADR RevPar Occupancy (%) ADR
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
Current Week Totals Percent Change
Occupancy (%) ADR
For the Week of June 22, 2025 to
June 28, 2025
For the Week of June 15, 2025 to
June 21, 2025
For the Week of June 08, 2025 to
June 14, 2025
For the Week of June 01, 2025 to
June 07, 2025
RevPar
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
Current Week Totals Percent Change
Occupancy (%)
Page 11 of 82
Page 12 of 82
SLO Chamber of Commerce
Public Relations
Contract
Report to the City of San
Luis Obispo – TBID & PCC
June 2025
Page 13 of 82
SLO Chamber of Commerce
Implementation and Proactive Work
Media Hosting
Hosted freelance travel writer Cu Fleshman
in partnership with Uniquely Driven
on assignment for Travel + Leisure, as a result of her editor, Mae Hamilton, being on The Art of
SLO(w)ing Down group fam in April 2024
Itinerary highlights: traveled by train, stayed at San Luis Creek Lodge, dined at Nate’s on Marsh,
Corazon Cafe, High Street Deli and Piadina, hiked Cerro San Luis, went wine tasting at Biddle Ranch
Vineyard, toured Hotel SLO & Petit Soleil, used SLO as a homebase to go whale watching in Morro Bay
Feature piece is already live and has been picked up by some major other outlets: I've Visited
California's Central Coast for 20+ Years-and This Is the Most Charming Small Town in the Region
Hosted freelance writer Laura Powell
in partnership with Uniquely Driven
on assignment for AAA for a “48 Hours in SLO” themed story
Laura came Sunday, June 22 through Tuesday, June 24. Itinerary highlights include staying at Garden
Street Inn, dining at Mistura, Piadina, Corazon Cafe, Lincoln Market + Deli and Novo, experiencing
treatments at SLOCO Health + Wellness, exploring downtown business and touring SLOMA and SLO
Ranch Farms & Marketplace
Hosted influencers Hunter & Hannah Adams in partnership with Visit Conejo & Visit Pismo Beach for a
California Road Trip themed fam trip in partnership with Central Coast Tourism Council
Itinerary includes: staying at Residence Inn/Springhill Suites, exploring Farmers’ Market, hiking, dining
at Novo, Linnaea’s and Lincoln Market & Deli and wine tasting at Wolff Vineyards
Other Implementation & Proactive Work
Continued working with the City, Noble Studios and Badger Branding on overall tourism marketing
campaign
Ordered and received new Downtown SLO Tear Off Maps for Visitor Center
2
Responsive Work & Partnerships
Partnerships
Participated in refreshed Visit SLO 30/60/90 Quarterly Planning
Completed Marketing Plan Update with City, Noble Studios, Uniquely Driven and Badger Branding
Attended Petit Soleil’s new restaurant opening
Central Coast Tourism Council (CCTC)
Reviewed and provided feedback for July social media content calendar
Reviewed and provided feedback for “The Adventurer ” itinerary
Page 14 of 82
SLO Chamber of Commerce
Media Features
Proactive Work
Travel + Leisure: I've Visited California's Central Coast for 20+ Years-and This Is the Most Charming Small
Town in the Region | UVPM: 11,610,000
As a result of hosting Cu Fleshman this month, and her editor (Mae Hamilton) was on The Art of
SLO(w)ing Down group fam in April 2024
Yahoo: I've Visited California's Central Coast for 20 Years-and This Is the Most Charming Small Town in the
Region | UVPM: 4,285,00,000
AOL: I've Visited California's Central Coast for 20 Years-and This Is the Most Charming Small Town in the
Region | UVPM: 17,360,000
World Atlas: 6 Most Beautiful College Towns In California | UVPM: 4,760,000
As a result of Hotel SLO hosting Jean Chen Smith
Islands: The California City Known For Its Historic Downtown, Outdoor Adventures, Coastal Charm, And
Wine Scene| UVPM: 3,585,183
As a result of hosting Fiona Chandra on The Art of SLO(w) Travel group fam in April 2025
Visit California: California's Coffee Shop Gems | UVPM: 666,159
As a result of proactive pitching
3 Page 15 of 82
SLO Chamber of Commerce
Media Features
Media Monitoring
MAY TOTALS:
Placements: 11
UVPM: 472,281,656
YEAR TO DATE TOTALS:
Placements: 181
UVPM: 6,717,238,130
4
PUBLICATION PLACEMENTS UVPM
YAHOO I've Visited California's Central Coast for 20 Years-and
This Is the Most Charming Small Town in the Region 428,500,000.00
AOL I've Visited California's Central Coast for 20 Years-and
This Is the Most Charming Small Town in the Region 17,360,000.00
TRAVEL + LEISURE I've Visited California's Central Coast for 20+ Years-and
This Is the Most Charming Small Town in the Region 11,610,000.00
FLIPBOARD I've Visited California's Central Coast for 20 Years-and
This Is the Most Charming Small Town in the Region 2,790,000.00
WORLD ATLAS 6 Most Beautiful College Towns In California 4,760,000.00
FAMILY VACATIONIST 6 Most Beautiful College Towns In California 14,314.00
ISLANDS The California City Known For Its Historic Downtown,
Outdoor Adventures, Coastal Charm, And Wine Scene 3,585,183.00
EIN PRESSWIRE
Meet the 'SLO Life Coach': San Luis Obispo's Newest
Ambassador Encourages Travelers to Slow Down and
'Live the SLO Life'
201,000.00
VISIT CALIFORNIA California's Coffee Shop Gems 666,159.00
AFAR Slow Travel Is In, and This California Town Does It Right 1,430,000.00
MSN Top 10 Happiest Cities in the USA: Where Contentment
Flourish 1,365,000.00
Page 16 of 82
June May June
2024 2025 2025 Asia 16%
Walk-ins 5,739 6,341 6,513 Europe 62%
Phone Calls 147 155 169 Australia/NZ 4%
Emails & Digital 1,432 1,525 1,550 UK 10%
N. America 6%
C. America 1%
June May June S. America 1%
2024 2025 2025
Calls 27 30 29 West Coast 9%
Southwest 14%
Midwest 25%
June May June South 22%
2024 2025 2025 East Coast 31%
Referrals 46 59 41
Northern CA 19%
Central Coast 43%
June May June Central Valley 12%
2024 2025 2025 Desert 2%
Email 183 95 69 Southern CA 24%
Phone Calls 121 97 102
June June June
2024 2025 2025 YTD
Fulfilled 43 14 VisitSLO.com 21 127
VISITOR CENTER ACTIVATIONS
Visitor Center at SLO Farmer's Market (Thursday)
VISITOR CENTER HIGHLIGHTS
1) Celebrated our 2025 Cal Poly graduates and their visiting families
3) Participated in Farmer's Market providing information and souvenirs to both locals and visitors
2) Prepared for our presentation at SLO Days to welcome new Cal Poly students and supporters
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO - TBID & PCC
GUEST SERVICES CONTRACT
JUNE 2025
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877-SLO-TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
Page 17 of 82
Page 18 of 82
June 2025
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 07/09/25Page 19 of 82
Followers: 39,074 ( 1%)
Total Net Growth: 391
Total Posts: 209
Total Impressions: 501,038 ( 22.5%)
(includes both organic & paid)
Total stories: 188
Total Engagements: 10,267 ( 42%)
Engagement Rate: 2% ( 83.5%)
INSTAGRAM
In June, we saw an increase in followers, engagements, and engagement rate. We did see a slight decrease in impressions, but
are happy with the increase in engagements because this means users are sharing, sending, and saving our content more. We are
also happy to see that two of our top performing posts were trends that we hopped on in a timely manner. Included at the bottom
is a disclaimer from Meta that may affect our analytics.
TOP POSTS:
Page 20 of 82
Page Followers: 98,656 ( .2%)
Total Net Audience Growth: 193
Total Posts: 15
Total Impressions: 921,515 ( 35%)
Total Organic: 99,559 ( 34%)
Total Engagements: 3,015 ( 33%)
Engagement Rate: .3% ( 0%)
FACEBOOK
TOP POSTS:
In June, we saw a increase in page followers. We are happy to see that the “trending” posts for Instagram were also top
performers on Facebook. We saw a slight decrease in impressions and engagements this month, while keeping the same
engagement rate.
Page 21 of 82
Followers: 1,909 ( 7%)
Followers Gained: 127
Impressions: 22,493 ( 14%)
Engagement: 853 ( 45%)
Engagement Rate: 3.8% ( 27%)
In June, we saw an increase in followers by 127 new users. We saw an increase in impressions, engagements, and engagement
rate. We are happy to have gotten almost 10k Views on one of our Tiktoks this month.
TIKTOK
TOP POSTS:
Page 22 of 82
Total Audience: 474 ( 1.9%)
Total Net Growth: 9
Total Posts: 4
Impressions: 396 ( 17%)
Engagements: 23 ( 54%)
Engagement Rate: 5.8% ( 44%)
LINKEDIN
TOP POSTS:
In June, we saw an increase in audience by 9 new users. We saw a decrease in impressions, engagements, and engagement
rate. We will be shifting from itinerary- and food-based content to see if this improves our analytics next month.
Page 23 of 82
Total Posts: 2
Story Views: 30 ( 95%)
Interaction Rate: 83.3% ( 17.2%)
Completion Rate: 62.1% ( 3.8%)
CA TRAVEL STORIES - CROWDRIFF
In June, we deactivated our Crowdriff account so we were unable to report on June after losing access. We have reached
out to the Support Team for analytics and they provided us a screenshot of the following analytics, but do not have photos to
share of the posts.
Page 24 of 82
Total Posts: 2
Impressions: 1.61k ( 17%)
Engagements: 68 ( 20%)
Outbound Clicks: 0 ( 0%)
Saves: 231 ( 8.7%)
Total Audience: 1.05k ( 21%)
Engaged Audience: 52 ( 27%)
PINTEREST
In June, we saw decreases in our analytics due to the leveling out after increases last month. We experimented with less
polished content and will be adjusting our strategy as follows next month.
TOP POSTS:
Page 25 of 82
WHAT WE WORKED ON THIS MONTH:
-Launch SLO Life Coach Reel
-7.2k Views, 155 Interactions
-2 Accepted Collaborative Posts (@slocal, @travelpaso, @pismobeachca)
-32.9k Views, 1.2k Interactions
- 1 Sent Collaboration w/ @kismetfitness (Ticket Tuesday Giveaway)
-Sunset Chasers Guide to SLO (New Carousel Format Launch)
-15.6k Views, 641 Interactions)
-Almost 10k Views on Hidden Gem Patio Tiktok (usually about 2k Views)
-LGBTQ+ Owned Businesses in SLO / Pride in SLO
-21.5k Views, 1.3k Interactions
-Summer Season / Seasonal Content
-Summer in SLO, Mid-State Fair Giveaway, Sweet Treats in SLO, Live
Music This Summer in SLO, Hotels w/ Pools in SLO
-Executed Three Trends / Two Were Top Performing Posts for June
-Working w/ Team & AmTrak for a Collaborative Giveaway Page 26 of 82
JULY’S FOCUS:
- SLO Summer Series
-Foodie Guide, Outdoor Adventures, Sustainable
To-Dos, Artsy To-Dos
-Get Your 10k Steps in SLO
-Hotels w/ Bike Rentals in SLO
-4 Giveaways (Circus Vargas, Renaissance Fest, Festival Mozaic
Summer Concert, Blues Baseball)
-SLO Businesses That Started at Cal Poly Reel
-Upcoming Local Events, New Businesses in SLO
-2 Flexible Posts for Relevant Trends
-3 Unique Experiences in SLO Reel
-Happy Hours in SLO / Ntnl Tequila Day
-Crafty MidWeekend Itinerary
-SLO Life Tip #1 Carousel Page 27 of 82
THANK YOU!
Page 28 of 82
SLO Happenings Event Promotion Sponsorship
APPLICATION
EVENT NAME: Sustainable Ag Expo
EVENT DATE(S): November 10-12, 2025
EVENT VENUE LOCATION:
Madonna Inn Expo + Center of Effort
EVENT WEBSITE URL: sustainableagexpo.org
EVENT ORGANIZATION: Vineyard Team
X NON-PROFIT ___FOR-PROFIT
ORGANIZATION ADDRESS: _5915 El Camino Real, Atascadero, CA 93422
ORGANIZATION’S WEBSITE URL: vineyardteam.org PHONE NUMBER: 805.466.2288
POINT OF CONTACT: Beth Vukmanic POSITION/TITLE: Executive Director
PHONE NUMBER: 805.466.2288 EMAIL: beth@vineyardteam.org
IS APPLICATION WRITER DIFFERENT FROM LISTED POINT OF CONTACT: ___SAME ___
*Please add application writer’s contact information here if different:
_________________________________________________________________________________
FOR INTERNAL USE ONLY
Application Date: Application Status:
Committee Review Date: Total Net Score:
Estimated # of Room Nights:
Committee Notes:
Page 29 of 82
EVENT QUESTIONS
1. Event Description:
The Sustainable Ag Expo (Expo) is a premier educational and networking event that draws wine
industry professionals from across California and beyond to San Luis Obispo. Celebrating its 20th
anniversary in November 2025, the multi-day, mid-week event takes place during the off-season,
boosting local tourism when it's needed most. The Expo features a robust lineup of high-caliber
national speakers and continuing education hours, which are highly valuable to attendees. In addition
to the renowned educational seminars, the event includes a dynamic tradeshow showcasing
agricultural companies, innovative equipment, and multiple networking opportunities, making it a
must-attend gathering for the sustainable agriculture community.
2. Describe how you track your event, success and attendees (ticket sales, actual event attendance,
attendee demographics, survey of event satisfaction, etc.)
Event metrics are tracked through attendance, with ticket sales managed via a CRM system that
captures each attendee’s address, allowing us to identify the regions they are traveling from. After
the event, attendee surveys assess overall satisfaction. In addition to survey responses, we collect
verbal feedback during the event. All feedback is recorded, reviewed, and carefully considered each
year to guide planning and improvements for the following Sustainable Ag Expo.
3. Describe your event’s target audience (including but not limited to age, interests, area of residence,
household income, families/couples, etc.)
The Sustainable Ag Expo attracts a diverse group of sustainability-focused agriculture professionals.
Attendees include wine industry growers, pest control advisors, researchers, government officials,
agricultural vendors, members of the press, and university representatives. In 2024, 66% of
participants traveled from outside the local area, highlighting the event’s broad appeal.
4. Historical event attendance (n/a if first time or startup event. An annual event with a new series, speaker, team,
musician or show does not constitute as a new event)
In 2024, the Sustainable Ag Expo attracted an impressive 517 attendees. Notably, 66% of participants
were non-local visitors. Based on the 2024 average daily rate (ADR) of $141.45 and an estimated
three to four-night stay, the direct economic impact from non-local attendees alone was between
$144,795.71 and $190,062.28.
5. Historical percentage of in-county versus out-of-area event attendees (must equal 100%)
a. _34% of Local/In-County Event Attendees
b. _66% of Out-of-Area Event Attendees (Resides 50+ miles outside of San Luis Obispo)
c. _ n/a of New startup event
6. Expected total number of event attendees:
The Sustainable Ag Expo thrives on the power of in-person connection, giving attendees valuable
opportunities to engage directly with leading researchers, experienced farmers, and industry peers.
This face-to-face interaction remains a cornerstone of the event’s success and is highly valued by
participants.
Page 30 of 82
Building on the momentum of 2024, we anticipate maintaining strong participation levels of 500+
attendees in 2025.
The Expo draws non-local attendees with a dynamic program that includes two days of specialized
seminars led by national experts on sustainable winegrowing practices, 10+ hours of online courses
available to two-day ticket holders, accredited continuing education hours, an expanded press and
digital marketing campaign, and popular networking events such as the Monday Night Kick-Off and
Sustainable Beer & Gear.
7. Expected percentages of in-county and out-of-area event attendees
a. _35% of Local/In-County Event Attendees
b. _65% of Out-of-Area Event Attendees (Resides 50+ miles outside of SLO)
8. Provide information on event ticketing (ticket requirement, price range, ticket platform used, etc.)
Event passes range from $225 to $545 depending on the package. Tickets are sold through the user-
friendly sustainableagexpo.org website.
9. Have you requested funding from other organizations/entities: ___Yes _X_No
a. If yes, please provide the names of these organizations and funding entities:
10. What are you willing to offer the City and TBID members in exchange for the sponsorship funds for
your event? SELECT ALL That APPLY
___ Exclusive lodging partnership
_X_ Promotion for event attendees tied to SLO lodging
___ Complimentary tickets for additional promotional use
___ Other:
11. Please provide any additional information on what sets your event apart from others taking place in
San Luis Obispo:
Today’s event attendees are clear: 82% prefer to attend in-person events (Freeman, 2024).
The Sustainable Ag Expo is uniquely positioned to deliver on that need, offering unmatched
educational and networking experiences for the wine industry. Celebrating its 20th year in November
2025, the Expo is the premier mid-week, off-season event based in San Luis Obispo, built specifically
to provide in-person access to national experts and valuable peer connections.
Unlike larger trade shows or fully online webinars, the Sustainable Ag Expo focuses on creating real,
actionable value for attendees. The event features:
• 30+ national speakers presenting cutting-edge research and best practices
• 60+ agricultural vendors and equipment displays
• Three unique networking events, including the Monday Night Kickoff, Sustainable Beer & Gear,
and Donut Social
Page 31 of 82
• A headline presentation from Christopher Chen, UCCE Integrated Vineyard Systems Advisor for
California’s North Coast, addressing climate-adaptive viticulture — a crucial topic for building
resilient, future-focused farming businesses
New for 2025, the Expo will feature:
• A student poster session in collaboration with Cal Poly San Luis Obispo. Graduate students will
share their latest research through five-minute lightning talks on the main stage and poster
displays during the lunch hour, offering attendees a direct opportunity to engage with the next
generation of agricultural innovators.
The Sustainable Ag Expo continues to evolve to meet attendee needs. In addition to its robust in-
person programming, the Expo offers continuing education hours and online course access for two-
day ticket holders, making it a flexible, value-packed experience.
Held mid-week in November, during San Luis Obispo’s off-season, the Expo also creates a significant
economic boost. Based on an anticipated 520 attendees with 65% coming from out of town and
staying between three to four nights at the 2024 average daily rate of $141.45, the event is projected
to bring between $143,430.30 and $191,240.40 in lodging revenue alone — not including additional
local spending at restaurants, shops, and attractions.
The Expo is thoughtfully organized to minimize community impact. The Monday Kickoff event takes
place at Center of Effort, a SIP Certified sustainable vineyard and winery in Edna Valley, while the
main conference is held at the Madonna Inn Expo Center.
A strong, targeted promotional campaign — featuring digital ads, trade press, and social media
outreach — ensures maximum visibility for both the Expo and San Luis Obispo as a premier
destination for sustainable winegrowing education and tourism.
Page 32 of 82
PROMOTIONAL PLAN –Please provide a promotional plan containing a detailed strategy outlining
the below:
1) Media Plan. Out-of-area advertising/marketing sponsorship of the event including where, when,
and how often advertisements will be placed. If available, it is strongly encouraged to include
specific details on media placement (print, radio, tv, out of home media, social media,
programmatic advertising, etc.) with projected reach, engagement and ROI of media tools.
Must be included in media plan, but not limited to:
• Media outlet
• Target audience
• Media placement
• Media timing
• Media cost
• TBID Stay in SLO Messaging
Sustainable Ag Expo Media Plan:
Media Type Target
Audience
Media Placement Media
Timing
Media Message Media Cost
Digital Trade Facebook, Google Ads, Ag
Net West radio, Wine
Business Monthly, etc.
Fall Attend Expo – Stay
in Beautiful SLO
$6,500
Print Trade Portion of Postcards (3K+) Fall Attend Expo – Stay
in Beautiful SLO
$1,500
(total cost=$2.5k)
Digital Trade Event website and event
promotion of Discover SLO
(see 2024 website image
below)
Summer
- Fall
Attend Expo – Stay
in Beautiful SLO
$0
Total $8,000
Sustainable Ag Expo Program Funding:
Out-of-area attendees are drawn to attend the Sustainable Ag Expo for the opportunity to learn from and
interact with experts in person. The event team has already secured highly sought-after experts from UC
Davis and UC ANR and plans to bring in four total researchers/growers to present throughout the two-day
event.
4 expert researchers x 2-3 nights x $185.50 = $2,000
Total Grant Requested: $10,000
Page 33 of 82
2) Event Budget. Please provide a detailed event budget listing all available support and income
sources. Budgeted marketing dollars should be included in your event budget.
Budget Plan:
Item Income Source Estimated
Amount
Partners and Sponsors Vineyard Team Partners $85,000
Attendees Event Income $115,000
TBID Grant $10,000
Total $210,000
Page 34 of 82
2024 Financials
Page 35 of 82
Staff
• Beth Vukmanic, Executive Director
• Hayli Macomber, Outreach & Education Coordinator
• Whitney Brownie, SIP Certified Coordinator
Board of Directors
• Molly Bohlman, Niner Wine Estates
• Carter Collins, Viticulture Management Inc. (Vice President)
• Melissa Egger, Coastal Vineyard Services
• Fintan du Fresne, WineMech
• Sara Frazer, Monterey Pacific
• Gregory Gonzalez, Miller Family Wine Company (President)
• Andrew Heilbrun, Presqu'ile and ARC Vineyards
• Rawley Hermreck, Mesa Vineyard Management
• Jeanine Madson, Bozzano & Co.
• Oliver Matthews, Vineyard Professional Services
• Lauryn Meissner, Treasury Wine Estates
• Zachary Merkel, J. Lohr Vineyards & Wines
• Mindy Record, Treasury Wine Estates (Secretary)
• Denise Shurtleff, Cambria Wines (Treasurer)
Page 36 of 82
SLO TBID STRATEGIC MARKETING & BUSINESS PLAN FY24-26
AMENDED FOR FY 2025-2026
Page 37 of 82
SLO LIFE TIP #20: ALWAYS SAY “HI” FIRST BECAUSE, HERE, THERE ARE NO STRANGERS, JUST FRIENDS YOU HAVEN’T MET (YET).
Hi, and welcome to the San Luis Obispo Tourism
Business Improvement District’s (SLO TBID)
Strategic Marketing & Business Plan. This plan
was originally developed at the end of FY 2023-
24 in order to guide all tourism program efforts
over a two-year period (FY 2024-25 and FY 2025-
26). As we enter the final year of the two-year
plan, the TBID has reflected on the progress
made in addition to the recently adopted
2025-2030 Strategic Plan, and has identified
adjustments for the year ahead.
This amendment outlines the FY 2025-26 TBID
program efforts that will be adjusted over
the coming year, while serving as a compass
for creating unforgettable experiences that
showcase what it means to Live the SLO Life.
To keep us agile and responsive to changing
economic, political and industry trends, we’ll
implement this plan within a more detailed
and tactical Quarterly Marketing Plan. This
plan aligns with our broader five-year 2025-
2030 Strategic Plan, ensuring every action
contributes to our long-term goals.
Get ready for fresh ideas, a captivating new
brand campaign and a whole lot more as we
continue to share the SLO Life far and wide!
INTRODUCTION
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 3Page 38 of 82
SLO TBID Strategic Direction 2025-2030 ....................................................7
Brand Strategy .............................................................................13
Destination Partners ......................................................................19
Market Trends & Research .................................................................21
Travel Trends ...........................................................................22
Brand Research Initiatives .............................................................24
Brand Research Findings & Takeways .................................................28
Brand Opportunities ...................................................................29
Sustainability ..........................................................................30
Diversity, Equity & Inclusion ............................................................33
Research & Development ..............................................................34
Visit San Luis Obispo Marketing Plan ......................................................36
Activating Across the Traveler's Journey ...............................................38
Target Audiences ......................................................................40
Geographic Considerations ............................................................42
Brand Campaign ......................................................................44
The Midweekend Campaign ..........................................................46
Sustainable SLO .......................................................................48
Influencer & Community Partnerships ................................................50
Paid Media ..............................................................................53
Paid Media Specifics ...................................................................54
Public Relations ........................................................................56
Business, Meetings & Trade Travel ......................................................61
Website Development & Maintenance .................................................62
Search Engine Optimization ...........................................................65
Content Development .................................................................66
Organic Social Media ..................................................................69
Strategic Industry Partnerships .......................................................70
Events ..................................................................................73
Constituent Relations ..................................................................74
Measurement Strategy .................................................................76
Budget ................................................................................78CO
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STRATEGIC DIRECTION, OBJECTIVES & BRAND STRATEGY
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 PAGE 7Page 40 of 82
The SLO TBID stewards the brand of Visit San Luis Obispo and
represents its lodging partners, driving overnight stays by:
•Telling the San Luis Obispo story via targeted marketing
content and activities.
•Serving as a convener and subject matter expert for tourism
conversations impacting the destination.
•Advancing strategic partnerships that extend the reach and
influence of Visit San Luis Obispo.
VISION
A welcoming community with a vibrant economy that enriches
the lives of visitors and residents alike.
MISSION
We share the abundance of SLO, driving the lodging economy and
serving as the voice of our stakeholders.
VALUES
•Service
•Leadership
•Adaptability
•Collaboration
OBJECTIVES
•Ensure Organizational Excellence
•Deliver Smart Growth
•Build Meaningful Partnerships
•Activate the SLO Life
SLO TBID STRATEGIC DIRECTION & IMPERATIVES
PAGE 9SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 Page 41 of 82
2025-2030 VISIT SAN LUIS OBISPO STRATEGIC PLAN2025-2030 Visit San Luis Obispo Strategic Plan
Values
We believe in:
• Service
• Leadership
• Adaptability
• Collaboration
Position
The SLO TBID stewards the brand of Visit San Luis Obispo and represents its
lodging partners, driving overnight stays by:
• Telling the San Luis Obispo story via targeted marketing content and
activities.
• Serving as a convener and subject matter expert for tourism conversations
impacting the destination.
• Advancing strategic partnerships that extend the reach and influence of Visit
San Luis Obispo.
Ensure
Organizational
Excellence
Deliver Smart
Growth
Build Meaningful
Partnerships
• Maintain stakeholder sentiment of Visit San Luis
Obispo performance.
• Increased engagement and participation
with Visit San Luis Obispo’s Brand Book and
promotional toolkits.
Mission
We share the abundance of SLO, driving the lodging
economy and serving as the voice of our stakeholders.
• Grow organizational capacity.
• Invest in internal relationship building.
• Develop an innovation process.
• Communicate successes.
• Invest in stakeholder connections.
Vision
A welcoming community with a vibrant economy that
enriches the lives of visitors and residents alike.
Activate the
SLO Life
• Increase in resident sentiment.
• Increase mid-week occupancy.
• Increase length of stay.
• Foster ongoing positive resident sentiment.
• Develop remote work messages as part of SLO Life.
• Advocate for conference center development.
• Partner with Visit California and Visit SLO CAL to bolster targeted segments of travel.
• Create one net new signature brand partnership
• Partnerships balanced across identified key
sectors
• Perform an audit of our partnership landscape.
• Develop partnerships to address key gaps.
• Develop an events strategy to complement Visit SLO CAL’s approach.
• Lift in brand sentiment against baseline.
• Increase RevPAR.
• Increase awareness of SLO as a sustainable
destination.
• Further enhance the use of data to inform marketing programs.
• Maintain focus on social awareness & environmental responsibility.
• Maximize the evolution of the “Live the SLO Life” brand.
• Differentiate Visit San Luis Obispo while building off Visit SLO CAL’s success.
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OBJECTIVES INDICATORS STRATEGIES
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 11Page 42 of 82
POSITION
(Distinctly
stand out among
competition)
(Clear messaging & identity that connects)
PROMISE
(United brand & culture)
PURPOSE + PERSONALITY + PRINCIPLES
BRAND STRATEGY
The Visit San Luis Obispo brand
supports the TBID’s initiatives to
share the abundance of SLO, drive
the lodging economy and serve as
the voice of our stakeholders.
HEARTS IN BEDS
If putting “heads in beds” is our business purpose, putting “hearts in beds” is
our brand purpose. We live to share all that San Luis Obispo stands for so we
can emotionally connect with and welcome people who will fall in love with
our community in such a way that they actually become part of it, caring for
it like they live here and returning time and time again.
A CHANCE TO LIVE THE SLO LIFE
The SLO Life is a deep breath that releases life’s pressures. It’s a change of
pace. It’s a fresh take. It’s a warm embrace. It’s a feeling of comfort and calm
in a welcoming place filled with a special energy, connection, creativity and
a wholehearted spirit. You can feel The SLO Life wrap its arms around you
and pull you close. It’s tangible. And you’ll never want to let that feeling go,
so you live The SLO Life to its fullest while you’re here and take a piece of it
with you when you head back home.
You don’t just visit San Luis Obispo on vacation. You become part of our
community and culture, an honorary local. The welcoming waves, neighborly
nods and small-town California charm instantly make you feel comfortable
and invite you to start living The SLO Life. As you immerse yourself in our
city, you bond with it and start to feel a sense of belonging that blends with
the beauty of releasing life’s stresses, because it truly feels like a home away
from home. And with the beaches, iconic sites and stunning beauty of the
world-class Central Coast nearby, it’s also an incredible homebase during
your vacation.
HOMEBASE AWAY FROM HOME
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 13Page 43 of 82
LAID-BACK
There’s a calmness to San Luis Obispo. It
doesn’t walk, it strolls. It doesn’t talk, it chats.
It’s not lazy or apathetic, but is chill and
engaged. It’s carefree but it still cares a lot.
ACTIVE
San Luis Obispo doesn’t hustle and bustle like
a big city, but it moves. It gets out in the fresh
air and sweats. It crafts and creates.
YOUTHFUL ENERGY
Like any university town, there’s a certain
buzz of life and promise. San Luis Obispo has
that same spirit and sparkle in its eyes.
NATURAL
There is an agricultural focus, environmental
awareness and love for outdoor activities in
San Luis Obispo.
FRESH
From the air to the locally grown food, the
thinking and way of life, there’s freshness to
San Luis Obispo.
BRIGHT
The hills surrounding the city, the sunsets, the
art, the buildings, the people and the smiles
are all bright in San Luis Obispo.
WELCOMING
Whether you’re a visitor or local, everyone is
accepted and embraced in San Luis Obispo.
The entire city is a welcome mat that says,
“Come on in and stay a while.”
FRIENDLY
Warm smiles, welcoming waves, neighborly
nods. There’s a race in San Luis Obispo to see
who will say “Hi!” first. There are no strangers,
only friends you haven’t met yet.
CHARMING
It’s hard to describe it in any other way. San
Luis Obispo’s historic buildings, quaint shops,
rolling hills, winding trails and approachable
people just make it charming as can be.
CURIOUS
As a university town filled with lifelong
learners, creators, craftspeople and
collaborators, San Luis Obispo is filled with
curiosity about the world.
COMFORTABLE
San Luis Obispo has an easy way about it. It’s
comfortable in its own skin, knows who it is
and accepts who others are. It feels safe and
secure.
THOUGHTFUL
San Luis Obispo is a giving city filled with
generosity and respect.
PROGRESSIVE
Not only is San Luis Obispo on the leading
edge of social and societal issues, its thirst
for positive change and innovation is
unquenchable.
WHOLEHEARTED
Don’t let its easygoing, laid-back ways fool
you, this sincere and caring city is always 100%
devoted to everything it does and says.
CONNECTED
There is a deep connection between the
people, between the people and the
place and between the people and the
environment in San Luis Obispo.
COMMUNITY
The sense of collaboration, support and
encouragement between the people and
businesses makes San Luis Obispo more than
a place-it makes it a community.
BRAND PERSONALITY
We know the SLO Life is a vibe. It's a way of life.
If San Luis Obispo was a person, here's how we'd describe our personality.
PAGE 15SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 Page 44 of 82
We’re San Luis Obispo
But you can call us SLO.
This is small-town California with
charm for days.
But it’s not just a place, it’s a lifestyle.
Here, we live the SLO Life.
The SLO Life is hard to describe.
It’s a vibe.
A spirit.
An unspoken way of life locals live by
And if you’re here, you’re a local.
And once you’re here, you feel it wrapped
around you.
It’s comfort and calm in a welcoming place.
It’s bright smiles and colorful people.
A city without strangers, only people you
haven’t met yet.
It’s a change of pace.
We don’t walk, we stroll.
We don’t talk, we chat.
And the only time we hurry is to see who
can say “hi” first.
The SLO Life is carefree
But it definitely cares.
It’s a whole lot of wholehearted.
While it’s laidback, it always moves
Gets outside and gets going
Works and plays
Sweats and creates
There’s always a fresh take.
A breath of fresh air, in the air.
A buzz of progress and promise.
It’s waking up every day to have the best
day
and live your best life.
And help everyone else live theirs.
Once you experience it, you know it
You know there’s no life like the SLO Life
And once you stay here, it stays with you
For life.
That’s the SLO Life.
BRAND MANTRA
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 17Page 45 of 82
In 2008, San Luis Obispo established a Tourism Business Improvement District (TBID), allowing
the hotel industry to raise funds solely dedicated to tourism marketing and promotions to attract
visitors to San Luis Obispo. The TBID is inclusive of all lodging properties in the city of San Luis
Obispo including hotels, motels, bed and breakfasts, hostels, inns and owner occupied homestays.
The appointed TBID Board members in collaboration with City Staff and agency partners help to
guide the marketing efforts for the public-facing destination brand Visit San Luis Obispo.
The SLO TBID partners with organizations at the state, regional, countywide and local level to
leverage the reach and impact of our marketing programs for our tourism businesses in San Luis
Obispo. These partnerships allow the SLO TBID to maximize investments and expand awareness in
ways the organization would not be able to do alone.
VISIT CALIFORNIA
CENTRAL COAST TOURISM COUNCIL
VISIT SLO CAL
VISIT SAN LUIS OBISPO
SLO LODGING + TOURISM BUSINESSES
DESTINATION PARTNERS
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 19Page 46 of 82
MARKET TRENDS & RESEARCH
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 PAGE 21Page 47 of 82
SUSTAINABLE TRAVEL
Sustainable travel continues to trend as
travelers become more conscious of their
environmental footprints. While they may not
be willing to pay significantly more for green
options, they seek destinations that prioritize
sustainability. Additionally, travelers are looking
for experiences that benefit the environment
rather than harm it, such as bike tours,
volunteering and tree planting activities.
YOUNGER GENERATIONS
A recent study by McKinsey found that 66% of
travelers surveyed expressed greater interest
to travel now than before the pandemic.
Millennials and Gen Z are traveling more
frequently and allocating a higher share of
their income to travel compared with older
generations. Additionally, data shows that
younger travelers are taking more spontaneous
trips, unlike boomers who plan trips with longer
lead time.
EXPERIENCES OVER THINGS
Many travelers are seeking more unique,
personalized experiences that go beyond
traditional sightseeing. These may include
cultural immersion, local cooking classes and
hands-on activities that offer opportunities to
make memories or live like the destination’s
locals.
AI TRAVEL PLANNING
Advances in generative AI and machine
learning are changing the way people plan and
experience travel. In addition to standalone,
AI-powered itinerary planners, search engines
are leveraging AI to enhance and personalize
hotel bookings, airline tickets and overall trip
planning.
LUXURY TRAVEL
The luxury hospitality sector is forecasted to
grow by 6% in 2025. Reports show that 35% of
luxury travel spending comes from travelers
with net worths between $100,000 and $1
million, recently named “aspirational luxury
travelers.” This group of travelers may be willing
to spend more on certain aspects of their trip,
but not on every purchase.
COOLCATIONING
As temperatures continue to rise during
warmer seasons, some travelers are choosing
destinations with more moderate weather over
traditionally hot beach locations or to escape
the heat of their home locale. This trend, known
as "coolcationing," is gaining traction as people
seek comfortable climates for their vacations.
MULTI-GENERATIONAL TRAVEL
According to a survey by the NYU School of
Professional Studies' Jonathan M. Tisch Center
of Hospitality, over half of the parents surveyed
plan to travel with both their children and
grandparents. This trend highlights the growing
popularity of multi-generational and group
travel experiences.
TRAVEL TRENDS
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 23Page 48 of 82
Over the past few years, the TBID Board has made significant investments in a variety of brand research programs through self-directed and co-op
commitments. These studies helped to increase the organization’s knowledge and ability to have specific data and valuable insights to help further guide our efforts
to develop program actions. Over the next two years, we’ll look to leverage insights and data we’ve gathered to positively impact progress and performance towards
our tourism marketing initiatives and strategies.
BRAND RESEARCH INITIATIVES
Brand Health & Equity Research
•An analysis of the San Luis Obispo destination brand from a qualitative
and quantitative perspective.
•These insights and takeaways continue to guide our marketing efforts.
FALL 2021
Brand & Emerging Market Research
•This custom research study leveraged audience insights and a partnership with Wiser Insights Group to better understand
market influencers, perceptions and sentiments within new emerging markets as they pertain to San Luis Obispo. This
study provided robust evidence for the effectiveness of current positioning strategies and identifies clear opportunities for
expanding San Luis Obispo's appeal and market share.
SPRING 2024
Brand Tracker & Local Sentiment
•This Brand Tracker research has allowed us to set a baseline and trackable measure
of sentiment towards San Luis Obispo as a branded destination, among locals and
prospective visitors.
•We’ll continually use these baselines in order to measure progress in key areas.
•The Fall 2025 Brand and Local Sentiment Tracker will help inform the next marketing and
business plan.
WINTER 2021, SPRING 2022, FALL 2023, FALL 2025
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 25Page 49 of 82
BRAND RESEARCH FINDINGS & TAKEAWAYS
FALL 2023 BRAND TRACKER & LOCAL SENTIMENT FINDINGS:
•Overall perception of San Luis Obispo as an overnight destination observed an 8% increase in
the Fall 2023 brand tracker compared to the baseline established in Winter 2021. However, the
current growth is toward shorter stays and fewer nights.
•There was significant improvement in sentiment among San Luis Obispo locals, with a
majority reporting that they like what tourism adds to the area.
SPRING 2024 BRAND & EMERGING MARKET RESEARCH TAKEAWAYS:
To inform the development of a comprehensive and effective marketing strategy within their
formal response to the City of San Luis Obispo’s RFP for Destination Marketing Services, Noble
Studios conducted a custom research study in partnership with Wiser Insights Group. This
research provided invaluable insight into the target audience, brand perception and market
opportunities for San Luis Obispo. These findings will continue to be foundational in shaping this
plan’s strategic recommendations.
•SLO awareness is highest in Las Vegas. 48% are familiar or have visited the destination.
•SLO has strong name recognition across identified emerging markets —even if they have
never visited and know nothing else about the destination. This signals an opportunity to build
familiarity through targeted awareness campaigns.
•Seattle ranks highest for sustainability-focused travelers. As we begin to develop those
audiences, it will make sense to invest there.
•Travelers who have visited SLO (or the Central Coast in general) rank higher for HHI. 47%
earn $100k or more, and 64% hold a 4-year college degree or postgraduate degree. This data
supports our targeting goals, and is a positive sign for gaining market share.
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 27Page 50 of 82
Overall, research indicates that the Visit San Luis Obispo brand has legs—legs we fully intend
to stretch and take for a good run. By focusing on key areas of opportunity identified through
various brand research studies, we will continue to elevate the destination’s appeal while driving
increased awareness and visitation.
Learning: Shift Perception to Overnight Destination
Opportunity: Evolve the MidWeekend campaign into an always-on strategy, emphasizing the
“ideal homebase to explore the Central Coast” positioning to positively impact growth in 2+ night
stays.
Learning: Own Key Destination Features
Opportunity: Based on brand sentiment studies, the highest motivators influencing San Luis
Obispo visitation included the following destination features: Food & Beverage, A Happy, Feel
Good Community and Ultra-Convenient Hiking & Biking/Outdoor. To help establish stronger brand
awareness tied to San Luis Obispo’s unique destination offerings, we should continue creating
dedicated content and messaging focused on these three ownable destination features.
Learning: Build Familiarity and Consideration in Emerging Markets
Opportunity: The more people know about San Luis Obispo, the more they love the destination
and the longer they stay. By developing a compelling awareness campaign for emerging markets
with a focus on highlighting the destination’s key motivational attributes, we can encourage
potential travelers in new markets to come experience the SLO Life.
Highest-Rated Motivating Attributes Influencing Visitation
•Great outdoor hiking and biking
•Charming and historic downtown, with unique shopping and local attractions
•Mediterranean climate
•15 minutes from multiple beaches
Learning: Increase Visit San Luis Obispo Brand Awareness
Opportunity: San Luis Obispo is more than a destination—it’s a lifestyle. To strengthen our brand
identity, we’ll look to personify the Visit San Luis Obispo brand with a SLO Life Coach who can
share SLO Life Tips and teach people how to Live the SLO Life. The SLO Life Coach will provide
a fresh way to get people’s attention, teach them about the SLO Life by hitting on our key
destination attributes and advantages (as highlighted by our research and strategic goals) and
make people smile.
Learning: Sustainability is a Key Differentiator
Opportunity: By emotionally and authentically sharing the story of Sustainable SLO and Keys
for Trees, and by incorporating sustainability as an undercurrent through all that we do, we
can continue to win travelers’ hearts and minds while differentiating the the destination from
competitors and uniquely building awareness.
BRAND OPPORTUNITIES
PAGE 29SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 Page 51 of 82
San Luis Obispo is more than just a beautiful place to visit—
it’s a destination committed to preserving its natural beauty
for generations to come. Our brand vision is to be a tourism
organization that seamlessly balances business and sustainability,
making San Luis Obispo a must-visit destination while actively
contributing to the City's 2035 carbon neutrality goal.
Sustainability is deeply woven into the fabric of our community,
and we believe it's a key differentiator to attract conscientious
travelers. While our Sustainable SLO initiative is a cornerstone of
this commitment, it's also just the beginning. We aim to embed
sustainability into every aspect of our tourism efforts, from marketing
and partnerships to visitor experiences.
Visit San Luis Obispo will continue to support the City’s sustainability
initiatives through dedicated efforts, passionate partnerships and
ongoing tourism programs with a focus on the following objectives:
•Supporting in-market experiences that showcase San Luis
Obispo’s commitment to sustainability for visitors and locals
alike.
•Inspiring more sustainability-minded travelers to visit San
Luis Obispo.
•Elevating San Luis Obispo as a national leader in sustainable
tourism.
•Educating visitors about how their trips can contribute to
sustainability efforts.
•Pursuing partnerships with sustainable businesses to
enhance and create awareness of Sustainable SLO.
•Increasing local stakeholder engagement in sustainable
tourism initiatives.
•Assisting the City in reaching their carbon neutrality goal.
•Through the Keys for Trees program, supporting the 10Tall
initiative (planting 10,000 trees by 2035).
SUSTAINABILITY
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 31Page 52 of 82
As Visit San Luis Obispo, we share in the global mission
for inclusion and change. Along with partner destination
marketing organizations like Visit SLO CAL, we are committed
to sharing this important message: San Luis Obispo is a
destination that is welcoming and safe for all. As an ally, we
listen and continuously reflect to fully understand demands
for more direct action, so that all people can unequivocally
feel welcomed here. It is in our organization’s DNA to treat all
persons equally, with dignity and respect, regardless of race,
religion, creed, color, national origin, ancestry, age, sex, sexual
orientation, gender, gender identity or ability.
We are committed to sharing these values with everyone who
travels to San Luis Obispo. You can be you, and we celebrate
that. Our dedication to Diversity, Equity and Inclusion is
reflected in our ongoing efforts to:
• Develop DEI-focused content that resonates with diverse
audiences, aligning with key themes within our Quarterly
Marketing Plan.
• Authentically showcase the diversity of our community
through imagery, storytelling and partnerships.
• Utilize paid, earned and owned media channels to reach a
broader, more diverse audience.
• Offer key destination materials in Spanish to ensure
inclusivity for visitors.
• Amplify the voices of diverse-owned businesses within our
community.
By prioritizing DEI in our marketing and business strategies,
we aim to create a destination where everyone feels valued,
respected and celebrated.
DIVERSITY, EQUITY & INCLUSION
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 33Page 53 of 82
Over the past few years, the TBID has leveraged
insights and findings from brand sentiment
research, audience research tools and co-
op research investments to inform program
efforts. Notably, the 2025-2030 Strategic Plan
was developed during the first year of this two-
year Marketing & Business plan, providing a
foundational roadmap to guide our long-term
goals over the next five years. During FY 2025-26,
the SLO TBID will continue to seek out research
insights through the following program initiatives:
• Exploring new co-op research opportunities
with Visit SLO CAL and Visit California.
• Supporting efforts related to the Conference
Center feasibility study.
• Deploying a Fall 2025 brand tracker and local
sentiment study.
• Leveraging insights from Visit California
regarding user engagement data from their
new Mindtrip AI trip planning tool.
RESEARCH & DEVELOPMENT
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 PAGE 35Page 54 of 82
VISIT SAN LUIS OBISPO MARKETING PLAN
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 PAGE 37Page 55 of 82
ACTIVATING ACROSS THE TRAVELER’S JOURNEY
To ensure we’re reaching travelers (and to account for fluctuations in travel behavior) we’ll utilize different marketing levers across all stages of their journey.
This multi-pronged approach will drive an effective and efficient conversion strategy. We’ll adapt Visit San Luis Obispo brand messages brand messages and areas of opportunity to tantalize potential travelers.
•Aim to create brand awareness
& connection
•Create shareable content that
inspires travel
•Bring prospects to the website
to encourage research and
discovery about what makes the
destination special and unique
•Help prospective travelers plan
with destination specific content
•Encourage travelers to visit key
stakeholder pages to book &
plan their trip
SERVICES
•Organic Social
•Paid Social
•Display Ads
•Email
•PR
•Influencers
SERVICES
•Website Experience
•Organic Search
•Paid Search
•Organic Social
•Paid Social
•Display Ads
•3rd Party Ads
•Email
•Public Relations
•Print
SERVICES
•Organic Search
•Paid Search
•Paid Social
•3rd Party Ads
•Website Experience
•Email
SERVICES
•Website Experience
•Email
•Organic Social
SERVICES
•Organic Social
•Keep the conversation going to
amplify our message
•Utilize website to plan in-
destination moments and
activities
•Find up-to-date travel
information
DREAMING PLANNING BOOKING EXPERIENCING SHARING
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 39Page 56 of 82
All kinds of people are curious about the SLO
Life. Our job is finding them and bringing
them here! To ensure we’re reaching the
most receptive audiences, we’ll leverage
deeper insights into target demographics
and potential travelers’ psychographics. This
will help us tailor messaging and placements
to the individuals most inclined to travel to
San Luis Obispo.
Furthermore, we’ll look to continue strategic
expansion into emerging markets through
a blend of demographic and geographic
targeting strategies. This data-driven
approach ensures we reach new markets
effectively and deepen connections with
existing ones, driving results aligned with our
goals and KPIs. In addition, we’ll align efforts
with Visit California and Visit SLO CAL to gain
efficiency and effectiveness.
FY 2025-26 Opportunities
Our digital-first approach allows us to
remain agile in response to economic and
political shifts. For FY25-26, we'll expand
our audience targeting tests to include
higher household incomes and a minimum
age of 35+, using the results to inform our
broader targeting strategy. We also see an
opportunity to engage digital nomads and
remote workers to boost midweek travel by
appealing to their flexible work schedules.
Website Visitor Data
(July 2024 - May 2025) - 57% Female
• The largest age group is 45-54, followed
by 35–44
• 96% of website traffic comes from the
United States
TARGET AUDIENCES TARGET AUDIENCES (DEMOGRAPHICS AND PSYCHOGRAPHICS)
CORE AUDIENCES NICHE AUDIENCES
Potential travelers
looking to be active
and experience
nature.
Ages 25-54.
HHI $110k+.
Outdoor Culinary Families Retargeting 65+SustainabilityRelaxation &
Wellness
Potential travelers
that seek rest and
relaxation activities.
Potential travelers
in the 65+ age
range that are likely
to book a trip to the
Central Coast.
Potential travelers
likely to book
family or multi-
generational group
trips.
Potential travelers
looking for unique
culinary and beer/
wine experiences.
Ages 25-54.
HHI $110k+.
Potential travelers
that live more
sustainable/green
lives and consider
environmental
impact.
Potential travelers
that have showed
intent by engaging
with our ads/
website. Along with
Cal Poly parents.
Ages 25-54.
HHI $110k+.
Ages 25-54.
HHI $110k+.
Ages 25-65+
HHI $110k+.
Ages 65+
HHI $110k+.
Ages 25-54.
HHI $110k+.
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 41Page 57 of 82
PAID GEOS
We want continuous, year-round emphasis
on the most profitable and visitor-attracting
target markets. We assessed markets that
have proven historically successful, organic
website traffic and airline passengers by
origin, as well as market demographics. In
addition, we accounted for up-to-date travel
sentiment for market consideration.
We want to also consider the efforts of Visit
California and Visit SLO CAL.
Tier 1 will represent those markets that
show the most opportunity for growth and
awareness. Tier 2 will represent California
Drive markets that are important for
maintaining ongoing investment to drive
continued visitation.
Tier 1 Markets: Seattle DMA, Las Vegas
DMA, Dallas DMA
Tier 2 Markets: San Francisco-Oakland-San
Jose DMA, San Diego DMA, Los Angeles
DMA
GEOGRAPHIC CONSIDERATIONS
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 43Page 58 of 82
Over the past two years, our brand line, "Live the SLO Life," has been a prominent and successful
anchor in our marketing efforts. As we move into the next phase, we'll strategically amplify the
brand through a fresh new approach: the SLO Life Coach.
A significant investment and labor of love during FY 2024-25 culminated in the successful
production, development, and launch of the SLO Life Coach campaign. This new campaign
moves beyond our previous " "SLO Life Tips"" focus by personifying the Visit San Luis Obispo
brand, directly showing people how to truly "Live the SLO Life." Our SLO Life Coach cuts through
the noise of the tourism landscape as a laid-back, charming, bright, fresh, and welcoming
personality—embodying all key traits of our brand. She delivers insightful "SLO Life Tips" with a
refreshing touch of sass and humor.
The campaign launch was a major accomplishment, having been seamlessly integrated across
our owned, earned, and paid channels, and brought to life through evolved brand visuals and
refined audience landing pages to maximize impact. The ongoing amplification of the SLO Life
Coach will continue to be instrumental over the coming year as we seek to share the unique
essence of San Luis Obispo.
OBJECTIVES
• Continue sharing the SLO Life and putting hearts in beds through the SLO Life Coach brand
campaign.
• Increase awareness among new audiences and emerging markets while deepening brand
connection across existing audiences.
• Create emotional connections by integrating sustainability messaging and further
differentiating the destination in a meaningful way.
• Building from Visit SLO CAL's successes while ensuring Visit San Luis Obispo continues to be
seen as a unique destination.
WHAT TO EXPECT
• Ongoing integration of the SLO Life Coach across all channels.
• Exploring ways to leverage newly captured "SLO Life Tips" video content.
• Developing "SLO Life Tips" gated content to help encourage newsletter signups.
• Further refinement of audience-specific landing pages.
• Audience segmentation testing.
• Exploration of content partnerships to further amplify brand awareness.
• Integration of sustainability messaging to attract like-minded visitors.
BRAND CAMPAIGN
1440x1440 (Square)
Skip the weekend rush and enjoy the
MidWeekend hush.
SLO Down on the Coast
Visit San Luis Obispo Learn More
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 45Page 59 of 82
SLO Life Tip #17: Embrace the MidWeekend. The fun doesn’t have to stop when the weekend
ends. Every day feels like a Saturday in San Luis Obispo.
Encouraging midweek travel remains a consistent priority. In FY2024-25, we significantly advanced
these efforts, officially declaring San Luis Obispo the MidWeekend Vacation Capital of the World!
This past year saw the successful launch of new messaging, visual elements, and refined landing
pages, alongside exciting incentive opportunities like the "Middle Name Giveaway." Our strategic
approach now transitions MidWeekend from a standalone promotional campaign to an ongoing
initiative within the overarching SLO Life Coach brand campaign. This pivot aligns with the TBID's
FY2024-25 decision to shift to an evergreen strategy. As we continue to move to an always-on
approach in the year ahead, we will seek out fresh, innovative marketing tactics to amplify the
brand while consistently encouraging midweek travel.
OBJECTIVES
• Continue to solidify San Luis Obispo's position as the MidWeekend Vacation Capital of the
World.
• Increase year-over-year growth in ratio of weekday to weekend occupancy and length of stay
via campaign refinement.
• Drive overnight stays Sunday through Thursday with tactics targeting travelers most likely to
come “Live the SLO Life.”
• Keep unique midweek offers and experiences updated and easy to find to encourage visits
during slower periods.
WHAT TO EXPECT
• Continued evolution of MidWeekend messaging and visual assets that tie into the larger SLO
Life Coach campaign.
• Exploration of an exclusive midweek in-market activation in partnership with local stakeholders
to curate an experience that incentivizes midweek travel.
• Facilitation of a micro-influencer midweek group FAM trip.
• Securing impactful partnership activations (e.g., Alaska Airlines, Amtrak) to amplify midweek
messaging.
• Creating personally relevant midweek travel inspiration.
• Exploration of key media tactics to reach digital nomads who have the flexibility to travel
midweek.
• Developing content to highlight the value that midweek travel provides.
• Messaging and strategic ties between midweek stays and sustainable travel experiences.
THE MIDWEEKEND CAMPAIGN
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 47Page 60 of 82
In FY 2024-25, we significantly amplified our commitment to sustainability. Key accomplishments
included producing a short-form educational video explaining the Keys for Trees program and
integrating sustainability messaging into the new SLO Life Coach campaign. A major highlight was
our successful partnership with Kind Traveler, which included hosting four Southern California-
based, sustainability-focused content creators. This FAM trip generated extensive content, with a
Keys for Trees planting serving as a memorable highlight.
These efforts have built a strong foundation, allowing us to continue amplifying Sustainable
SLO's influence. Introduced in recent years as a dedicated sub-brand, Sustainable SLO provides a
consistent visual language for our sustainability commitment, working alongside the impactful
Keys for Trees program to raise awareness and drive positive change. Building on this momentum,
we aim to further solidify San Luis Obispo's position as a leader in sustainable tourism by sharing
inspiring stories, expanding our reach, and forging strategic partnerships. We'll also strategically
leverage this messaging to strengthen connections between travelers, our destination, and our
city’s unwavering commitment to climate action.
VISUAL STORYTELLING
• Continued promotion of sustainability messaging through the SLO Life
Coach and new video content opportunities.
• Explorating a long-form video project to tell the Keys for Trees story in a
more emotional and engaging way, showcasing the positive impact the
program has on people’s lives, our community and the environment.
• Creating signs to identify trees planted in partnership with ECOSLO.
AUDIENCE EXPANSION
• Identifying new ways to reach to a wider audience of sustainability-
minded travelers.
PARTNERSHIPS
• Forging strategic alliances with eco-conscious organizations.
• Continuing to work with Kind Traveler to reach their eco-conscious
audience.
AMPLIFYING AWARENESS OF KEYS FOR TREES
• Promoting the positive environmental impact of the Keys for Trees
program.
• Incorporating Keys for Trees into existing marketing materials and
messaging to continue bolstering awareness.
• Tailoring paid retargeting efforts to show potential travelers how their
stays contribute to Keys for Trees.
SUSTAINABLE SLO
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 49Page 61 of 82
Influencer and content creator partnerships play a vital role in authentically showcasing the
essence of San Luis Obispo. By collaborating with influential voices, we can reach targeted
audiences and inspire travel to our destination.
OBJECTIVE
To maximize these partnerships, Visit San Luis Obispo will continue to take a strategic and
collaborative approach. The SLO Chamber, Uniquely Driven and Badger Branding will work
together through public relations and content marketing on a comprehensive influencer strategy
that aligns with our overall marketing goals.
• Prioritize partnerships with micro-influencers and niche content creators who resonate with
specific target audiences, with a focus on those that reside within our key drive markets.
• Explore partnerships based on mutual benefits and shared values, emphasizing authentic
storytelling.
• Target influencers who align with key market segments: sustainability, LGBTQ+, solo travel,
BIPOC travel, outdoor adventure, road trips, culinary and more.
INFLUENCER & COMMUNITY PARTNERSHIPS
KEY INITIATIVE
Midweek Micro-Influencer Group FAM
Over the coming year, we’ll look to host micro-influencers in SLO midweek to experience all that’s
available on a typical Monday-Thursday firsthand.
• Influencers will represent multiple niche audiences for a breadth of content capturing
opportunities that will reach a diverse drive-market audience.
• The micro-influencer FAM will focus on leveraging influencers with highly engaged audiences
to increase awareness of San Luis Obispo among their social followers. We’ll encourage
influencers to prompt their followers to follow @ShareSLO on social media and explore
potential giveaway opportunities to drive added social engagement and newsletter sign-ups.
By implementing these strategies, we aim to build strong relationships with influencers who
can authentically represent San Luis Obispo and inspire travelers to experience our destination
firsthand.
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 51Page 62 of 82
In FY 2024-25, we employed various tactics to increase San Luis Obispo's awareness and refine
audience targeting for maximum impact. Our efforts included incorporating Visit SLO CAL's
"Unpacking" ads across YouTube and Meta, which performed exceptionally well. We also provided
integrated paid media support for key initiatives, heavily leveraging our new MidWeekend
messaging (including declaring SLO the MidWeekend Vacation Capital of the World), and
supporting the continued refinement and optimization of our SLO Life Tips brand campaign and
the launch of the new SLO Life Coach campaign.
Paid media will continue to be a key tactic to keep Visit San Luis Obispo top of mind among both
new and existing audiences. Our strategy will increasingly adopt a video-first approach, designed
to maximize exposure for the compelling new SLO Life Coach campaign.
OBJECTIVES
• Utilize an integrated paid media strategy to support and promote the brand, promotional
and event campaigns, in alignment with research findings, to drive impact toward strategic
objectives.
• Collaborate on media plans that contribute to continued growth in core markets and expansion
into new emerging markets that show strong potential.
WHAT TO EXPECT
• Build brand awareness and inspire dreaming behavior.
• Leverage custom research and audience research tools to further enhance brand equity within
core and emerging markets through tailored messaging and media placements.
• Optimize and expand top-of-funnel marketing tactics in existing and emerging markets to
grow positive brand awareness.
• Extend reach and brand awareness by integrating MidWeekend messaging into the ongoing
paid media plan with a year-round approach.
• Explore ways to expand reach among sustainable travelers.
• Increase Engagement and Planning Behavior.
• Encourage further engagement and consideration of San Luis Obispo among potential
travelers by driving them to VisitSLO.com.
• Target audiences with a higher household income to encourage longer stays and higher spend
in the destination.
• Encourage Conversion and Booking Behavior.
• Engage in ongoing optimizations to campaign strategies in order to encourage high-intent
audiences to engage with partner pages and drive booking behavior.
PAID MEDIA
PAGE 53SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 Page 63 of 82
OVERALL OBJECTIVES
Using historical performance, campaign learnings and brand sentiment research, our paid media
plan is a strategic full funnel approach incorporating successful past tactics while introducing
upper funnel tactics to build more awareness of the Visit San Luis Obispo brand. Our marketing
tactics are deployed in an always-on approach, with specific digital and traditional partnership
flights incorporated during periods of travel planning.
PAID SOCIAL
Paid social has been a significant source of engaged visitors to our website in the last year with
increased traffic from Facebook and Instagram. These highly visual channels are the perfect place
to build awareness and encourage visitation through static, video and carousel ads. Additionally,
traveler sentiment can be gleaned from social listening on ads.
DISPLAY
Using programmatic display platforms, we can appeal to high-intent, interest-based audiences. By
layering intent, we will be able to appeal to more of a mid-funnel audience that has shown interest
in travel to San Luis Obispo rather than an unqualified audience. In addition, we are using multiple
formats to address travelers in their planning including responsive display ads, discovery ads and
interactive ads.
VIDEO
Additional video was added in previous fiscal years with both YouTube and Connected TV with
successful full funnel results. This tactic is used to grow awareness of the destination and build
relationships with travelers using the visual storytelling aspect of video content.
DIRECT PLACEMENT
With travelers returning to the area, we have begun exploring options such as online travel
agencies with more granular third-party targeting. This tactic has shown to address travelers in the
research and booking phase in the travelers' journey.
PRINT
The media plan accounts for Certified Folder placements for our brochure in target geographic
markets, as well as Visit California Road Trips Guide, Visit SLO CAL and San Luis Obispo Chamber
Visitor Guide.
PAID MEDIA SPECIFICS
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 55Page 64 of 82
Effective public relations is essential to building
and maintaining a strong destination brand.
By strategically leveraging local, regional and
national media outlets, we can generate positive
press coverage, drive visitation and solidify
San Luis Obispo’s reputation as a must-visit
destination.
Through a collaborative effort with the SLO
Chamber and Uniquely Driven, we’ll execute a
comprehensive PR strategy that highlights our
destination’s one-of a-kind character. Uniquely
Driven’s expertise in multicultural marketing will
play an important role in our efforts to reach new
audiences and advance our DE&I initiatives.
OBJECTIVES
•Secure impactful media coverage to
promote San Luis Obispo as a premier travel
destination to stay and play, driving visitation
and delivering economic impact through
longer stay duration.
•Build consumer awareness through
earned media, serving as the voice of SLO
by amplifying the destination brand and
reaching new and existing audiences locally,
regionally and nationally.
•Communicate the unique attributes, vitality
and character of San Luis Obispo and
the community through interest-based
storytelling.
PUBLIC RELATIONS
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 57Page 65 of 82
WHAT TO EXPECT
•Enhance PR efforts to expand awareness among target drive, fly and national audiences,
including:
Travel and Interest-Based Audiences
•Outdoor Adventure
•Family-Friendly
•Foodies/Culinary
•Wine/Beer/Cocktails
•Health and Wellness
•Eco/Sustainability
•Budget-Friendly
•Business and Meetings/Bleisure
•Solo Travel
•Dog-Friendly
•Events (entertainment, social, meetings, educational, group travel, etc.)
LGBTQ+ Community
Multicultural Audiences
•Hispanic/Latino
•Asian American
•African American
PUBLIC RELATIONS
•Continuing to host micro-influencers (e.g., sustainability, LGBTQ+, solo travel, BIPOC travel,
outdoor adventure, road trips, family) to spread Visit San Luis Obispo’s footprint in strategic
online spaces.
•Elevating midweek messaging through a targeted micro-influencer group FAM with creators
from train and drive markets that will showcase the best of San Luis Obispo’s midweek
offerings.
•Exploring the creation of curated SLO Life Kit media/influencer mailers.
•Continued always-on PR efforts:
•Responsive media request fulfillment.
•Expert press visit planning and execution.
•Custom itineraries and hosting for travel writers on individual and group FAM trips.
•Vetting advertorial opportunities (i.e. KNSV Las Vegas broadcast opportunity highlighting
direct flights).
•Pitch ideas leveraging current marketing efforts and themes and cultural moments.
•Further collaboration and co-op partnerships with Visit SLO CAL and Visit California to maximize
earned media exposure.
•Collaboration with Visit SLO CAL on press hosting and reactive media opportunities.
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 59Page 66 of 82
While San Luis Obispo has huge potential for
business and meeting travel, our current focus is
building a strong foundation in partnership with
Visit SLO CAL. As they embark on the first phase
of their county-wide sales strategy, we’ll align our
efforts to support their initiatives and maximize
our collective impact.
OBJECTIVE
Enhance San Luis Obispo County’s visibility as
a premier business and meeting destination,
driving increased consideration among travel and
meeting planners.
WHAT TO EXPECT
•Leverage existing relationships with Visit SLO
CAL to maximize resources and amplify our
reach.
•Explore co-op opportunities to attend
industry events and showcase the
destination.
•Proactively pitch media outlets and attend
industry events to generate positive press
coverage.
•Identify opportunities to position San Luis
Obispo as an attractive destination for
business travelers seeking leisure experiences.
•Enhance Visit San Luis Obispo's LinkedIn
profile to connect with industry professionals
and share destination updates.
•Utilize the newly approved sponsorship of the
California Main Street Conference to test and
learn a multi-venue conference model.
By working closely with Visit SLO CAL and
implementing these strategies, we’ll lay the
groundwork for future business and meeting
travel development while maximizing our current
resources.
BUSINESS, MEETINGS & TRADE TRAVEL
PAGE 61SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 Page 67 of 82
VisitSLO.com is the digital heart of our marketing efforts,
acting as an online hub for travelers seeking information and
inspiration. Following the redesigned website’s successful
launch in July 2023, our continued focus over the next year is
maximizing its effectiveness. This will involve ongoing content
curation and maintenance, plus continuous user experience
optimization, to connect visitors with everything they need to
plan their trips and Live the SLO Life.
OBJECTIVES
•Ensure the site is healthy and stable at a foundational level
and optimized for performance.
•Enhance and elevate the user experience and
performance of VisitSLO.com.
WHAT TO EXPECT
•Creation of new web blocks and styles to accommodate
new types of content.
•Exploration of ways to further personalize audience-
specific and promotion-specific landing pages for visitors.
•Optimization of landing page user experience to improve
conversions to hotel stakeholders.
•Exploration of potential opportunities to create a SLO
Life Coach digital experience on VisitSLO.com offering
personalized itineraries or an interactive SLO Life Coach
trail.
•Technical optimizations for search engines and user
experience.
•Ongoing enhancements to website functionality and
design.
•Maintain site health and security while ensuring usability
across all devices and regular software and plugin updates.
• Quarterly Media Page updates to ensure inquiring
journalists and press have access to the latest content.
•General website content updates.
WEBSITE DEVELOPMENT & MAINTENANCE
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 63Page 68 of 82
Building a strong SEO strategy is critical for maximizing San Luis Obispo's online presence and
attracting high-intent travelers. As AI-powered search engines evolve, prioritizing user intent
and comprehensive content, a holistic SEO approach will strengthen VisitSLO.com's technical
foundation and enhance its authority. This ensures our destination remains discoverable by the
right audience at the right time.
For FY 2025-26, a key focus will be developing audience-based itineraries. These will offer in-
depth, valuable, and locally curated perspectives, tailored to specific audiences. This approach will
become increasingly vital as AI continues to reshape search behaviors.
OBJECTIVES
•Continue building website authority to improve VisitSLO.com’s position and findability on
search pages.
•Drive high-intent visitors to VisitSLO.com through a focused owned content strategy and
ongoing improvements to the website visitor experience.
WHAT TO EXPECT
Content Development and Optimization
• Content audits and keyword research to identify opportunities to optimize existing content, or
to create new content to maximize visibility and reach.
• Development of new SEO-optimized, relevant and compelling content that resonates with our
target audience and has potential to rank for important keywords.
• Leverage audience-based itineraries that provide in-depth, valuable, and detailed information
curated toward specific audiences and types of travelers.
• Ongoing optimizations towards Google’s Experience, Expertise, Trustworthiness and
Authoritative ranking factors.
Technical Optimization
• Addressing technical issues to ensure search engines can easily crawl, index and understand
the website.
• Strategic implementation of structured data markup like Schema to help VisitSLO.com appear
in more rich, visual results in Google search.
Additional Tactics
• Integration of paid and organic search efforts to maximize real estate within search engine
results pages.
• Ongoing monitoring of top ranking keywords and SEO results for key competitors.
SEARCH ENGINE OPTIMIZATION
PAGE 65SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 Page 69 of 82
The more people who discover San Luis Obispo, the more they fall in love with the destination
and extend their stay. Compelling storytelling is essential to showcasing SLO’s unique charm and
helping people get to know SLO more intimately, ultimately inspiring them to Live the SLO Life.
And now, with our new SLO Life Coach, we're here to personally guide them! Through engaging
and informative content across multiple platforms, Visit San Luis Obispo aims to deepen audience
connections and drive increased visitation. Over the next year, our strategy will focus on producing
versatile content that can be adapted for various channels, maximizing our reach and impact, all
with the personal touch of our SLO Life Coach.
OBJECTIVE
•Create a content creation and distribution ecosystem that keeps subscribers and SLO fans
engaged through fresh content, regular email marketing and constant inspiration to Live the
SLO Life.
WHAT TO EXPECT
EMAIL MARKETING
•Continued focus on growing our email database, including:
•Creation of more gated content opportunities on the website.
•Exploration of new partnerships, giveaways and paid media tactics to incentivize newsletter
signups.
•Deepening connections with subscribers:
•Leveraging audience and performance insights to deploy e-newsletters at the right time to
the right audiences.
•Continuing to engage segmented audiences with content relevant to their unique interests.
•Keeping those familiar with the destination engaged and excited.
•Further integration of the SLO Life Coach within the email strategy as a way to provide
travelers with SLO Life Tips, travel inspiration and exclusive offers and promotions.
BLOG
•Inspiring travel through itineraries, theme-based content and event-driven content.
•Weaving the DEI and Sustainability thread into every content piece where it can show up
authentically.
•Including clear calls to action within blog content to encourage trip planning behaviors.
•Updating key blogs and itineraries to reflect the SLO Life Coach’s voice, ensuring they resonate
with key audiences.
CONTENT DEVELOPMENT
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 67Page 70 of 82
ORGANIC SOCIAL MEDIA
Social media is a powerful tool for fostering engagement, building
brand loyalty and reaching new audiences. By delivering compelling
and authentic content, we can cultivate a strong digital community
of both locals and visitors who feel connected to San Luis Obispo.
Through strategic platform management and audience insights, we’ll
optimize our social presence to support visitation and strengthen our
destination brand.
OBJECTIVE
Connect, engage and grow our audience by providing timely and
relevant information.
WHAT YOU CAN EXPECT
•Target audiences in our drive and fly markets via creating and
fostering partnerships with business owners and the SLO
community, as well as other DMOs and tourism-forward entities.
•Define and execute an influencer strategy in collaboration with
the TBID’s public relations partners.
•Maintain and manage presence on all platforms with
engagement and social feedback.
•Focus on video-heavy evergreen and campaign-driven content,
leveraging new and existing styles while implementing strategic
tactics.
•Work toward making Sustainable SLO Instagrammable, including
itineraries and trails.
•Continue building Visit San Luis Obispo’s presence on Tiktok.
•Work in unison with partners to remain consistent across blog
posts and messaging.
•Stay in-the-know about what’s trending and successful on social
media and being knowledgeable of San Luis Obispo and its
lodging, businesses, community events, and campaigns to further
establish our voice/brand as the one-stop-shop for all things SLO
travel.
•Promoting MidWeekend offers and itineraries year round while
driving traffic to appropriate VisitSLO.com landing pages.
•Integration of SLO Life Coach through utilizing content captured
and potential voice-over opportunities.
PAGE 69SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-26 Page 71 of 82
Success is never achieved alone. To maximize our impact,
the TBID Board & Staff supports and nurtures strategic
partnerships with destinations, agencies, industry and
community partners. Through knowledge sharing and open
lines of communication, we will actively collaborate with
partner organizations driving impact toward shared goals.
PARTNERSHIPS
Central Coast Tourism Council (CCTC) • California Hotel &
Lodging Association (CHLA) • Cal Poly Athletics & Office of
Student Affairs • Cal Travel • Downtown SLO • Gala Pride &
Diversity Center • Kind Traveler • SLO Chamber • SLO Coast
Wine Collective • Visit California • Visit SLO CAL
WHAT TO EXPECT
•Further collaboration with Visit SLO CAL through co-ops
and partnership opportunities in alignment with their
new campaign creative direction.
•Working with Gala Pride & Diversity Center to create
more inclusive content, tools and trainings.
•Exploring opportunities to grow a greater presence at
SLO Days, Family Weekend and Cal Poly Open House.
•Identify how Downtown SLO can integrate into industry
relations and partnership opportunities, including using
the newly approved California Main Street Conference
sponsorship.
•Maximizing awareness of SLO through inclusion in
digital cross-promotion opportunities.
•Expanding destination awareness through B2B sales
by leveraging trade show opportunities with industry
partners.
STRATEGIC INDUSTRY PARTNERSHIPS
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 71Page 72 of 82
EVENTS
OBJECTIVE
To leverage events by positioning Visit San
Luis Obispo as the exclusive destination
partner while sharing the unique experiences
and offerings of the city thus attracting more
visitation and longer length of stays.
WHAT YOU CAN EXPECT
In FY 23-24, Visit San Luis Obispo continuously
supported the implementation of the SLO CAL
Events and Festivals Strategy. In FY FY 25-26,
we continue to support signature SLO events
and grow destination specific goals through
participation in Visit SLO CAL’s Events & Festival
Strategy Working Group.
Over the coming year, we’ll continue to
align with Visit SLO CAL’s efforts to continue
attracting more visitors through a county-
wide event strategy while maintaining strong
partnerships to support the city’s signature
annual events.
PAGE 73SLO TBID / Marketing Plan 2024-26 Page 73 of 82
OBJECTIVE
Engage TBID constituents in the work of Visit San Luis Obispo, amplifying
the connection and increasing awareness of growth opportunities.
WHAT TO EXPECT
Visit San Luis Obispo will continue to identify opportunities to further educate and involve
constituents in the tourism program through the following initiatives:
•Continue biannual Partner Receptions, fostering connection and collaboration.
•Identify opportunities for training/education with strategic and industry partners.
•Develop constituent resources to enhance and promote participation.
•Ongoing constituent outreach including the development of newsletters and other pertinent
communication.
CONSTITUENT RELATIONS
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 75Page 74 of 82
MEASUREMENT STRATEGY
From a quantitative perspective, we plan
to measure success through the various
stages of the travelers’ journey. In the
dreaming phase, we will assess interaction
with the website by channel and from
target geographies, impressions and
reach from our paid, owned and earned
initiatives. Looking at the planning phase,
engagement metrics like website sessions,
time on site and pages per session will be
analyzed as well as social engagements
and newsletter open rate. Lastly, in the
booking phase, we can refer to partner
referrals and TOT for success. Throughout
the travelers’ journey, efficiency metrics
such as Cost per Thousand Impressions
(CPM), Cost per Click (CPC), Qualitative
Score, Click Through Rate (CTR) and Cost
per Acquisition (CPA) will all be reported
to show opportunities for optimization.
From a qualitative perspective, we plan to
collaborate with partners and stakeholders
to assess impact, maintain up-to-date
traveler sentiment research and leverage
real-time traveler data.
PRIMARY METRICS
•Impressions
•Reach/Frequency
•Video Views
•Brand Sentiment
PRIMARY METRICS
•Website Sessions
•Content Engagement
•Ad Engagement
•Newsletter Signups
PRIMARY METRICS
•Partner Referrals
Type of Conversion
By Channel
By Value
•Bookings
•Transient Occupancy Tax (TOT)
DREAMING
PLANNING
BOOKING
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 77Page 75 of 82
BUDGET
For fiscal year 2025-26, the TBID’s revenue
is projected to be $2,219,941. The budget
expenditure allocations are broken down
between four primary categories with well
over half of the annual budget being allocated
to marketing and contract services. The
TBID continues to allocate essential funds
to operations which includes staffing and
tourism program expenses, as well as strategic
partnerships and key tourism organizations.
2025-26 TBID BUDGET EXPENDITURE ALLOCATIONS
OPERATIONS/STAFFING, 19%
MARKETING & CONTRACT SERVICES, 68%
PARTNERSHIPS, EVENTS & TRADESHOWS, 9%
TOURISM ORGANIZATIONS & RESEARCH, 4%
68%
19%
9%
4
%
SLO TBID 2024-26 Marketing Plan | Amended for FY 2025-2026 PAGE 79Page 76 of 82
Page 77 of 82
Page 78 of 82
1
Promotional Coordinating Committee Minutes
June 11, 2025, 5:30 p.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
PCC Members Present: Committee Member Dan Fredman, Committee Member
Samantha Welch, Committee Member Anni Wang,
Committee Member Dante Specchierla, Vice Chair Robin
Wolf, Chair John Thomas
PCC Members Absent:
City Staff Present:
Committee Member Maureen Forsberg
Jacqui Clark-Charlesworth, Tourism & Community
Promotions Manager and Laura Fiedler, Economic
Development & Tourism Manager
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee
was called to order on June 11, 2025, at 5:30 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:
None
--End of Public Comment--
3. CONSENT
Motion By: Committee Member Welch
Second By: Committee Member Wang
To approve Consent Items 3a. through 3f.
Page 79 of 82
2
Ayes (6) Committee Member Welch, Committee Member Wang, Committee
Member Fredman, Committee Member Specchierla, Vice Chair Wolf, Chair
Thomas.
Absent (1) Committee Member Forsberg
CARRIED (6 to 0)
3.a MINUTES OF THE REGULAR MEETING ON MAY 14, 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 PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE (15 MINUTES)
Hollie West from SLO Chamber presented the public relations activities
report for the month of May.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
5. BUSINESS ITEMS
5.a NEIGHBORHOOD CAMPAIGN UPDATE (10 MINUTES)
Jacqui Clark-Charlesworth, Tourism & Community Promotions Manager
provided an update on the neighborhood identity work and the next steps
for the proposed grant process as well as an updated timeline.
Public Comment:
None
--End of Public Comment--
Page 80 of 82
3
Action: No action taken on this item.
5.b ARTOBER 2025 PROGRAM PLANNING (20 MINUTES)
Jacqui Clark-Charlesworth, Tourism & Community Promotions Manager,
and Ashlee Akers of Verdin Marketing presented the proposed agency
scope of work for the ARTober 2025 program.
Public Comment:
None
--End of Public Comment--
Motion By: Committee Member Wang
Second By: Committee Member Fredman
To approve $26,000 from FY24-25 Community Placemaking & Recovery
Projects line item for the ARTober 2025 program.
Ayes (6) Committee Member Wang, Committee Member Fredman,
Committee Member Specchierla, Committee Member Welch, Vice Chair
Wolf, Chair Thomas.
Absent (1) Committee Member Forsberg
CARRIED (6 to 0)
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT
Chair Thomas provided an update on attending the Greek Festival.
6.b COMMITTEE OUTREACH UPDATE – No update
6.c TBID BOARD REPORT – TBID Meeting Minutes: May 14, 2025
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on items the TBID has been working on.
6.d TOURISM PROGRAM UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on the Tourism Program.
7. ADJOURNMENT
Page 81 of 82
4
The meeting was adjourned at 6:29 p.m. 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.
_________________________
APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X
Page 82 of 82