HomeMy WebLinkAboutItem 7a - 2024-25 Annual Report for the TBID and Adoption of Resolution of Intent Item 7a
Department: Administration
Cost Center: 208-1006
For Agenda of: 10/7/2025
Placement: Business
Estimated Time: 20 minutes
FROM: Greg Hermann, Deputy City Manager
Prepared By: Laura Fiedler, Economic Development & Tourism Manager
SUBJECT: 2024-25 ANNUAL REPORT OF THE TOURISM BUSINESS
IMPROVEMENT DISTRICT (TBID) AND ADOPTION OF A RESOLUTION
OF INTENTION TO CONTINUE THE TBID
RECOMMENDATION
1. As recommended by the Tourism Business Improvement District (TBID) Board,
receive and approve the TBID Board’s annual report for FY 2024-25; and
2. Adopt a Resolution of Intention entitled, “A Resolution of the City Council of the City
of San Luis Obispo, California, declaring its intention to continue the San Luis Obispo
Tourism Business Improvement District, to continue the basis fo r and to levy the
assessment for the district, and to set a date for the Public Hearing on the district
and the assessment for 2025-26.”
POLICY CONTEXT
As referenced in the City’s Municipal Code Section 12.42.060 and Sections 36530 and
36533 of the State’s Parking and Business Improvement Law, the appointed TBID
Advisory Board is to submit an annual report that outlines the past year’s efforts and
how the funding was used and to what effect.
DISCUSSION
In June 2008, the Council adopted Ordinance No. 1517 establishing a tourism business
improvement district as requested by the local lodging industry. The district was formed
under the State’s Parking and Business Improvement Law of 1989, sections 36500 et
seq. of the Streets and Highways Code, and codified into the City’s Municipal Code under
Chapter 12.42.
Pursuant to Municipal Code Section 12.42.060 and Sections 36530 and 36533 of the
State’s Parking and Business Improvement Law, the appointed TBID Advisory Board is
to submit an annual report (Attachment A) that outlines the pa st year’s efforts and how
the funding was used and to what effect.
Section 36534 further requires that, after the approval of the annual report, if the TBID is
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Item 7a
intended to continue, the Council shall adopt a resolution of intention (Attachment B) to
levy an annual assessment for that fiscal year. The resolution also sets a public hearing
to receive any written or oral protests against the continuation of the TBID as required by
the applicable statute.
Annual Report
On September 10, 2025, the TBID Board met in a regular monthly meeting to finalize the
2024-25 annual report for recommendation to the Council. Public noticing for the TBID
Advisory Board meeting was performed through the posting of the agenda on the City’s
website by 5:00 p.m. on September 5, 2025. For convenience, the agenda was also
distributed to TBID constituents and stakeholders via email. The annual report reiterates
the use of the TBID funds within the defined marketing platform that guides the strategy
used to deliver on the TBID’s objective and goals.
The annual report’s contents include:
1. TBID Background and Advisory Body
2. 2024-25 Year by the Numbers
3. Strategic Plan Implementation and Program Approach
4. 2024-25 Summary of Activities
5. 2024-25 Financial Analysis
6. Looking Ahead to 2025-26
7. Charts and Graphs showing various results
Next Steps
Should the City Council approve the annual report and adopt the resolution of intention,
a public hearing will be noticed for October 21, 2025. The public hearing will allow
hoteliers to submit comments, voice concerns, and protest the assessment.
As set forth in Sections 36524 and 36525 of the California Streets and Highways Code,
the Council has the ability to continue the proposed citywide TBID at th e noticed public
hearing, unless oral or written protests are rece ived from City hoteliers that pay 50% or
more of the proposed assessments. In that event, the Council cannot consider
continuation of the TBID in the City for at least one year.
Noticing Schedule
Legal notices regarding the Council’s review and consideration of the TBID annual report
were published in the New Times and mailed to TBID properties on September 25, 2025.
For convenience, the notice was also distributed to TBID constituents and stakeholders
via email.
Previous Council or Advisory Body Action
On September 10, 2025, the TBID Board approved the 2024 -25 annual report for
submission to Council and recommended the continuation of the TBID for fiscal year
2025-26 (Attachment C).
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Item 7a
Public Engagement
This item is on the agenda for the October 7, 2025 Council Meeting and will follow all
required postings and notifications. The public may have an opportunity to comment on
this item at or before the meeting. All Advisory Body Meetings for the TBID were noticed
in accordance with Brown Act standards.
ENVIRONMENTAL REVIEW
The California Environmental Quality Act does not apply to the recommended action in
this report, because the action does not constitute a “Project” under CEQA Guidelines
Sec. 15378.
FISCAL IMPACT
Budgeted: Yes Budget Year: 2025-26
Funding Identified: Yes
Fiscal Analysis:
Funding
Sources
Total Budget
Available
Current
Funding
Request
Remaining
Balance
Annual
Ongoing
Cost
General Fund $ $ $ $
State
Federal
Fees
Other: TBID $2,219,941 $0 $2,219,941 N/A
Total $2,219,941 $0 $2,219,941 $N/A
The current unaudited year-end TBID Assessment Revenue for 2024-25 is $2,283,578,
which is approximately $166,327 more than the budgeted amount, based on the
calculation of 20% of the projected Transient Occupancy Tax (TOT) reflected in the FY
2024-25 Supplemental Budget (page 16).
In 2025-26, the TBID projected revenue is $2,219,941 and is budgeted for program costs
including staffing. Additionally, the City will retain approximately $44,399 of the
assessment revenue - roughly 2% of 2025-26 TBID Assessment Revenue - to cover the
City’s administrative costs associated with collecting and disbursing the assessment.
ALTERNATIVES
The Council may choose to not approve the report or levy the assessment. The
TBID Board has fully reviewed the report and recommended the approval to Council to
move forward with the Public Hearing, but the Council has full discretion on approving
the report and choosing to move forward with the notice of intent to levy the
assessment.
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Item 7a
ATTACHMENTS
A – SLO TBID Annual Report 2024-25
B – Resolution of Intention to continue the SLO TBID
C – TBID Draft Minutes from September 10, 2025
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SLO TBID ANNUAL REPORT
2024-2025
Page 567 of 638
Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Advisory Body . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Advisory Body Bylaws . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
2024-2025 Year By The Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Strategic Plan Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Constituent Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Diversity, Equity and Inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Sustainability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Partnering for Impact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Marketing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Brand Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Brand Platform . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
Brand Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Brand Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Digital Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
Guest Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22
Strategic Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
Industry Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24
2024-2025 Awards & Accolades . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
Financial Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
Looking Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Transient Occupancy Tax FY 2014-15 to FY 2024-25 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Transient Occupancy Tax Distribution 2024-2025 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Transient Occupancy Tax Month To Month 2024-2025 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
Occupancy Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
Average Daily Rate Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
Revenue Per Available Room Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
TBID 2025-2030 Strategic Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
CONTENTS
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SLO TBID Annual Report 2024-2025 3
In June 2008, the City Council adopted Ordinance 1517, establishing the Tourism Business Improvement District (TBID)
in the City of San Luis Obispo as requested by the local lodging industry . The assessment of 2% of gross receipts for
the district became effective on October 1, 2008, and the use of funds as defined in Section 12 .42 .030 of the Municipal
Code states:
“This ordinance is made and enacted pursuant to the provisions of the Parking and Business Improvement
Area Law of 1989 (Sections 36500 et seq . of the California Streets and Highways Code) . The purpose of forming
the district as a business improvement area under the Parking and Business Improvement Area Law of 1989
is to provide revenue to defray the costs of services, activities and programs promoting tourism which will
benefit the operators of hotels in the district through the promotion of scenic, recreational, cultural and other
attractions in the district as a tourist destination .”
The use of the assessment fund is based on the recommendation of the Tourism Business Improvement District
advisory board (TBID Board) which is staffed by City of San Luis Obispo hotel owners, operators and/or managers .
The board members are appointed by the City Council and serve for an initial term of four years with the opportunity
to serve a second term for a maximum of eight years .
2024-2025 TBID Board Members
BACKGROUND
ADVISORY BODY
*Lydia Bates served as Chair for a portion of FY 2024-25 .
**Clint Pearce served as Vice Chair and also served as acting Chair for a portion of FY2024-25 following Lydia Bates’ resignation .
NAME PROPERTY STATUS TERM CONCLUDES
Clint Pearce**Madonna Inn Appointed May 2022 3/31/2026
Lydia Bates*Hotel San Luis Obispo Appointed September 2022 Resigned 5/14/2025
Winston Newland Quality Suites Appointed April 2022 Resigned 2/28/2025
Lori Keller Apple Farm Inn Appointed June 2022 3/31/2026
Prashant Patel Vagabond Appointed September 2022 3/31/2029
Nipool Patel Lamplighter Inn & Suites Appointed October 2023 3/31/2028
Christine Nelson TownePlace Suites and
Hampton Inn & Suites Appointed April 2025 3/31/2027
Dante Specchierla Petit Soleil Appointed April 2025 3/31/2029
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SLO TBID Annual Report 2024-2025 4
In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further
defined its role and functions as:
The functions and duties of the TBID Board shall include, but not be limited to, the following:
A . Planning a comprehensive program to promote tourism to the City of San Luis Obispo and prepare an
annual marketing program consistent with industry goals and objectives .
B . Develop advertising and promotional programs and projects to benefit the lodging industry in
San Luis Obispo .
C . Present an annual assessment report to the City Council regarding the implemented promotional
programs and projects .
D . Perform any other lawful tasks as directed by the Council .
The TBID Board meets monthly on the second Wednesday at 10 a .m . for its regular board meeting . In fiscal
year 2024 -25 the board approved the formation of marketing and management subcommittees in lieu of a
second monthly special meeting . The marketing subcommittee meets monthly on the fourth Wednesday while
the management subcommittee meets monthly on the fourth Thursday of every month . In total, the Board
met 15 times for regularly scheduled monthly board meetings and special meetings during the fiscal year and
held 7 subcommittee meetings and one member event—representing an average of 45 volunteer hours annually
per each of the seven board members .
ADVISORY BODY BYLAWS
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SLO TBID Annual Report 2024-2025 5
In the 2024 -25 fiscal year, the City of San Luis Obispo again collected a record-breaking figure of transient occupancy
tax (TOT) totaling more than $11 .4 million . This number represents a 4 .6% increase over the forecast for the year in the
FY 2023-25 Financial Plan adopted in June 2023 and a 7 .9% increase over the forecast in the FY 2024-25 Supplemental
Budget adopted in June 2024 . San Luis Obispo saw five $1 million revenue-collection months in July, August, April,
May and June . This incredible contribution of TOT revenue to the City’s General Fund is one of the direct benefits of
tourism for the City, as the full collection of TOT revenue is retained by the City . Separately, the TBID retains the revenue
collected through its special assessment of 2%, which in FY 2024-25 resulted in nearly $2 .3 million .
The fiscal year 2024-25 occupancy level in the City slightly increased by nearly 3% compared to the 2023-24 fiscal year,
with an average annual occupancy rate of 70% for the year . This growth reflects a continued recovery in overnight
travel, with the average occupancy rate now approaching the pre-pandemic level of just below 71% seen in the 2018-19
fiscal year .
The growth of the Average Daily Rate (ADR) in the City has stabilized . In fiscal year 2024-25, the annual ADR was
approximately $177 . This rate is relatively flat compared to the previous year (a 0 .2% increase) but remains $24
higher than the pre-pandemic year of 2018-19 . However, the current ADR is below the peak of $195 achieved in fiscal
year 2021-22 .
The last key indicator used by the TBID to gauge impact is RevPAR, defined as Revenue Per Available Room . In
the 2024-25 fiscal year, the annual average RevPAR was up nearly 3% from the prior year at the rate of $125 on average .
While these numbers present a snapshot status of lodging properties, the TBID Board also tracks visitation
to the downtown Visitor Center to represent the foot traffic . In fiscal year 2024-25, the Visitor Center served
approximately 74,000 guests .
2024‑25 YEAR BY THE NUMBERS
CHECK THE APPENDIX FOR COMPLETE GRAPHS (GRAPHS FOR TOT/ADR/REVPAR/OCC)
MEASUREMENT FY 2024-25 RESULT % CHANGE FROM FY 2023-24
TOT $11,417,888.00 +3.2%
TBID Revenue $2,283,578.00 +3.2%
Occupancy 70.05%+2.9%
Average Daily Rate (ADR)$177.18 +0.2%
Revenue Per Available Room (RevPAR)$125.31 +2.9%
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SLO TBID Annual Report 2024-2025 6
In the fall of 2024, the TBID Board undertook a significant effort to establish a refreshed Strategic Plan that will
guide efforts from 2025 through 2030 . This foundational work included a dedicated workshop led by Whereabout, a
destination consultancy specializing in stewardship, which facilitated a comprehensive session to align the TBID Board
around a shared vision and strategic direction .
The resulting 5-year Strategic Plan provides a clear and unified framework for the Board’s priorities and decision-
making . It outlines the TBID’s key roles in stewarding the Visit San Luis Obispo brand, representing its lodging partners
and driving overnight visitation through targeted marketing strategies, strategic partnerships and destination
advocacy .
Central to the plan are four newly defined Strategic Objectives that will shape the TBID’s focus over the 2025-2030
period:
• Ensure Organizational Excellence
• Deliver Smart Growth
• Build Meaningful Partnerships
• Activate the SLO Life
Each Strategic Objective is supported by specific strategies and measurable indicators of success, ensuring
accountability and progress over time . Throughout this annual report, examples of accomplishments aligned with
these objectives are highlighted, demonstrating the TBID Board’s commitment to implementing the Strategic Plan
and advancing the long-term vitality of San Luis Obispo’s tourism economy .
CHECK THE APPENDIX TO VIEW THE FULL TBID 2025-2030 STRATEGIC PLAN MATRIX
STRATEGIC PLAN IMPLEMENTATION
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SLO TBID Annual Report 2024-2025 7
As a commitment to the Strategic Objective to “Ensure Organizational Excellence” the TBID Board continued to
support constituent-relations efforts in 2024-25 . To keep the lodging constituency abreast of all TBID business, the TBID
Board was assigned properties to liaise . Each board member was responsible for communication with their respective
group of hotels and then asked to report their findings during the “Hotelier Update” portion of each Board meeting .
The TBID also leveraged the outreach support of the SLO Chamber’s contracted services to perform weekly lodging
call-arounds and quarterly hotel visits . This resulted in 2,927 touchpoints with San Luis Obispo hotels through phone
calls, emails and property visits to distribute important visitor-serving collateral .
In addition, the TBID hosted a partner reception in February 2025 to encourage networking and share updates on TBID
projects and programs, including a sneak peek of the new SLO Life Coach brand campaign . In post-event surveys,
constituents rated the presentation and updates from the TBID and partners—as well as the ability to network—as
most valuable .
In addition to creating opportunities for networking and education, the TBID also created marketing resources to
support the lodging properties’ connection to promotional efforts . Visit San Luis Obispo’s MidWeekend promotion to
support off-peak, shoulder-season travel was once again turned into a toolkit that was shared with lodging properties
to utilize across their own channels . In addition to the marketing efforts of the TBID, the toolkit allowed individual
properties to utilize draft messaging and promotional creative to more easily speak to their audiences, incentivizing
travel to their property and San Luis Obispo .
CONSTITUENT RELATIONS
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SLO TBID Annual Report 2024-2025 8
DIVERSITY, EQUITY AND INCLUSION
The TBID is proud to stand with the global movement to advance diversity, equity and inclusion (DEI), and it prioritizes
these values through thoughtful marketing and business strategies . In partnership with destination organizations
such as Visit SLO CAL, the TBID is committed to reinforcing San Luis Obispo’s identity as a welcoming and inclusive
destination for all .
As an active ally, the TBID listens, learns and evolves to meet the growing call for more intentional and authentic
engagement . At the heart of the organization’s mission is a deep-rooted belief in the dignity and worth of all
individuals—across race and ethnicity, gender identity and expression, sexual orientation, national origin, language,
age, abilities, veteran status, pregnancy status and spiritual or religious beliefs .
As part of its commitment to DEI, the TBID welcomed a new public relations partner in 2024: Uniquely Driven, a firm
recognized for its expertise in multicultural marketing . This partnership has played a vital role in expanding the TBID’s
reach to more diverse audiences, ensuring inclusive storytelling and broader representation in media and PR efforts .
The TBID’s commitment to DEI is reflected through tourism marketing initiatives such as:
• Creating content that resonates with and reflects diverse audiences
• Showcasing the authentic diversity of San Luis Obispo through inclusive imagery, narratives and community
partnerships
• Leveraging paid, earned and owned media channels to engage wider, more representative audiences
• Offering destination materials in Spanish to foster accessibility and inclusion
• Amplifying the voices and visibility of diverse-owned businesses
• Building and maintaining strategic relationships, including the partnership with the Gala Pride & Diversity
Center
Through these efforts, the TBID continues to foster a tourism environment that reflects the full richness of San Luis
Obispo—and ensures all who visit or live here feel welcomed, respected and celebrated .
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SLO TBID Annual Report 2024-2025 9
SUSTAINABILITY
Visit San Luis Obispo’s brand vision is to be known as a tourism organization that balances business and sustainability .
In doing so, the TBID supports the City’s ambitious 2035 carbon neutrality goal while striving to serve as a model for
sustainable tourism leadership . San Luis Obispo is more than just a beautiful place to visit—it’s a destination deeply
committed to preserving its natural beauty for generations to come .
Sustainability is woven into the very fabric of the community and is a key differentiator in attracting conscientious
travelers . Through its initiatives, partnerships and marketing strategies, Visit San Luis Obispo works to embed
sustainability into every aspect of the tourism experience—ensuring that the destination remains vibrant, responsible
and resilient .
A central pillar of this work is the Sustainable SLO sub-brand, developed to create a consistent visual and messaging
identity that resonates with both visitors and locals . From this foundation emerged the Keys for Trees program, a
meaningful initiative that brings visibility to the City’s climate goals while facilitating real-world impact through tree
planting and education .
In FY 2024–25, the TBID significantly amplified its sustainability efforts through several key initiatives:
• Partnering with Kind Traveler, a responsible travel platform, to engage their sustainability-focused audience
and expand the reach of San Luis Obispo’s eco-conscious offerings .
• Continuing the Keys for Trees program, developed to help offset the carbon impact of travel; 1% of the TBID’s
projected revenue supported local tree planting in partnership with the City’s Office of Sustainability
and Natural Resources and EcoSLO .
• Launching a short-form educational video to raise awareness of the Keys for Trees program .
• Integrating sustainability messaging into the new SLO Life Coach campaign .
• Supporting citywide collaborations, including efforts with Solid Waste and Parks & Recreation to co-brand
Big Belly trash receptacles and enhance signage at trailheads .
• Promoting off-season and mid-week travel through the Midweekend campaign and messaging tactics, which
encourages lower-impact visitation and helps distribute tourism more evenly throughout the year .
• Hosting a sustainability-themed familiarization trip with Kind Traveler featuring four Southern California-based
content creators, which generated strong social reach and culminated in a hands-on community tree-planting
experience .
These efforts not only elevated the visibility of Sustainable SLO, but also reinforced Visit San Luis Obispo’s ongoing
commitment to environmental stewardship . While the initiative serves as a cornerstone of this commitment, it is just
the beginning . The TBID will continue to support the City’s sustainability objectives through intentional programming,
passionate partnerships and a long-term vision for a thriving, sustainable destination .
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SLO TBID Annual Report 2024-2025 10
PARTNERING FOR IMPACT
CONTRACTED AGENCY PARTNERS:
Noble Studios Uniquely Driven SLO Chamber of
Commerce
Badger Branding
Executing a year-round marketing strategy requires not only expertise, but close collaboration . The TBID works
alongside City Staff and a dedicated team of contracted partners to ensure cohesive, creative and performance-
driven marketing across all efforts . Each agency brings specialized capabilities that, together, create a fully integrated
marketing ecosystem .
Regular coordination, shared strategic planning and cross-functional execution between the TBID and its partners
ensure that all tourism marketing elements—from media buying to public relations to social content—are aligned in
tone, message and purpose .
Agency-of-record
leading integrated
marketing strategy, brand
development, creative
direction, campaign
execution and media
planning/buying .
National public relations
agency focused on
multicultural marketing
and audience-specific
storytelling .
PR and guest services
partner, supporting media
relations and in-market
visitor experience .
Content marketing partner
responsible for developing
and managing organic
social media content across
Share SLO channels .
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SLO TBID Annual Report 2024-2025 11
MARKETING ACTIVITIES
To effectively influence travel decisions, the TBID’s marketing strategy is intentionally mapped to the traveler journey—
from the earliest stages of dreaming to the final step of sharing . By leveraging a multi-channel approach, the TBID
ensures that Visit San Luis Obispo messaging reaches audiences at the right time, with the right content, through the
right platforms .
This integrated strategy spans a wide mix of tactics, including paid media, public relations, social media, content
marketing and website engagement—each tailored to key touchpoints in the traveler’s experience .
• 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
• Visitor Center
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
MARKETING ACTIVITIES BY STAGE OF TRAVELER’S JOURNEY
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SLO TBID Annual Report 2024-2025 12
POSITION
(Distinctly stand out
among competition)
PROMISE
(Clear messaging and
identity that connects)
PURPOSE + PERSONALITY + PRINCIPLES
(United brand & culture)
BRAND STRATEGY
Visit San Luis Obispo is the official tourism brand for the destination . The inclusion of “Visit” is an intentional choice,
clearly signaling the brand’s purpose as a tourism entity and inviting travelers to experience and explore San Luis
Obispo . The Visit San Luis Obispo brand supports the TBID’s mission to share the abundance of SLO, drive prosperity
to the lodging economy and serve as the voice of all stakeholders .
In FY 2024–25, Visit San Luis Obispo branding was consistently applied across all marketing initiatives to ensure a
cohesive and unified brand presence . The brand book outlines what the destination marketing organization stands
for, how it benefits travelers and locals and why it stands out . It captures the brand’s essence and spirit, and outlines
how the brand comes to life visually, verbally and culturally . It includes everything from messaging, logo usage and
color palettes to brand philosophies, values and partnership examples .
At its core, the brand book reinforces a powerful distinction: while putting heads in beds is Visit San Luis Obispo’s
business purpose, putting hearts in beds is its brand purpose . The organization exists to share everything San Luis
Obispo stands for—so that visitors connect emotionally, care for the community as their own and return time and
time again .
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SLO TBID Annual Report 2024-2025 13
PURPOSE
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 .
PROMISE
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 .
POSITION
HOMEBASE AWAY FROM HOME
You don’t just visit SLO on vacation, you become part
of our community and culture, an honorary local . The
welcoming waves hello, neighborly nods and small-town
California charm instantly make you feel comfortable and
allow 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 life’s
stresses being released because you’re away–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 . SLO is the ideal homebase away from home .
BRAND PLATFORM
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SLO TBID Annual Report 2024-2025 14
BRAND CAMPAIGN
In FY 2024–25, Visit San Luis Obispo took a bold step forward in evolving its core brand message with the development
and launch of the SLO Life Coach campaign . This creative platform builds on the success of the established brand line,
“Live the SLO Life,” which has served as a powerful anchor for the destination’s messaging over the past few years .
The SLO Life Coach campaign marked a significant investment in creative storytelling and brand amplification . It
introduced a fresh, personified expression of the Visit San Luis Obispo brand—embodied by a charismatic, laid-
back and witty character who shares “SLO Life Tips” with charm and a touch of bold energy . As a personality-driven
approach, the SLO Life Coach brings the brand to life in a way that’s relatable, engaging and distinctly San Luis Obispo .
Launched at the tail end of FY 2024–25, the campaign represented a major milestone . It was seamlessly integrated
across Visit San Luis Obispo’s owned, earned and paid media channels, supported by refreshed brand visuals and
optimized landing pages tailored to target audiences . This cross-channel execution helped ensure brand consistency
and impact at every stage of the traveler journey .
The SLO Life Coach is more than a campaign—it’s an invitation to experience San Luis Obispo in a deeper, more
personal way . As the campaign continues to roll out in the year ahead, it will remain a key tool in showcasing the
destination’s welcoming spirit and reinforcing what it truly means to “Live the SLO Life .”
DISPLAY ADS
META ADS
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SLO TBID Annual Report 2024-2025 15
PROMOTIONS
Encouraging midweek travel continues to be a strategic priority for the TBID to support their Strategic Objective and
commitment to Deliver Smart Growth and sustainable tourism practices . By driving visitation outside of peak periods,
the MidWeekend initiative helps support lodging businesses while easing pressure during high-demand times .
1 | Summer MidWeekend Promotion
(July–August 2024)
In the summer of 2024, the MidWeekend promotional
campaign returned to help drive midweek stays in San
Luis Obispo . From July 1 to August 31, visitors who booked
a qualifying two-night midweek stay (Sunday–Thursday)
at participating TBID properties received a $100 cash
incentive . The promotional campaign was integrated
across owned, earned and paid marketing initiatives .
Key results from the promotional campaign included:
• 462 Midweek Room Nights Booked
• $90,288 Booking Revenue Across SLO’s Lodging
Properties
3 | Mayoral Declaration & Middle Name Giveaway (April 2025)
To support this strategic evolution and help drive shoulder-season
visitation, Mayor Erica A . Stewart officially declared San Luis Obispo
the MidWeekend Vacation Capital of the World . To mark the occasion
and generate awareness, Visit San Luis Obispo launched the Middle
Name Giveaway in April 2025, inviting travelers whose middle name
(or a variation of “Luis”) matched the city's namesake to enter for a
chance to win a midweek vacation . The promotion was supported
through dedicated paid media placements, PR outreach, social
amplification and featured on VisitSLO .com .
Key results included:
• 781 Newsletter Sign-Ups (Giveaway Entries)
• 191,136 Page Views
• 78 Lodging Partner Referrals on VisitSLO .com
2 | Strategic MidWeekend Evolution
Following the success of the summer promotion and
in recognition of the need for a year-round approach to
midweek travel, the TBID made a strategic decision in the
latter half of FY 2024–25 to evolve MidWeekend into an
evergreen campaign . This pivot moved away from short-
term cash incentives in favor of sustained, brand-forward
messaging integrated into the broader brand campaign .
The shift supports an “always-on” strategy designed to
build long-term travel habits and align with Visit San Luis
Obispo’s broader brand values .
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SLO TBID Annual Report 2024-2025 16
WEBSITE
SEO
VisitSLO .com serves as the City’s official tourism website and is the primary digital platform for promoting
the destination . While designed primarily for consumers, it also provides valuable resources for travel trade
professionals, meeting planners, TBID members and media . As the central hub of Visit San Luis Obispo’s
marketing efforts, all campaigns and communications are strategically connected to and supported by the
website—making it the cornerstone of the organization’s digital presence .
Search Engine Optimization (SEO) remains essential to driving visibility, authority and engagement for VisitSLO .
com . By deepening content and optimizing key pages, SEO efforts support the site’s discoverability and the
broader effectiveness of Visit San Luis Obispo’s digital strategy .
In FY 2024–25, SEO performance was challenged by rapid shifts in the search landscape—particularly the rise of
AI-generated results and evolving formats on Search Engine Results Pages (SERPs) .
Despite these changes, a proactive and comprehensive SEO strategy continued to deliver results . Strengthened
technical foundations and content authority ensured Visit San Luis Obispo remained discoverable by the right
audiences at the right time .
25%
Increase in Overall
Traffic
13%
Increase in Average
Session Duration
33%
Increase Things To Do Partner
Referrals (39,179 vs 29,439)
26%
Increase in Hotel Partner
Referrals (43,923 vs 34,758)
26%
Increase in New
Users
2%
Increase in Newsletter
Sign Ups (1,006 vs 804)
WEBSITE PERFORMANCE YOY
2%
Increase in Organic
Traffic
11%
Increase in Pages per
Session
8%
Increase in Organic Hotel
Partner Referrals (10,168 vs
9,427)
19%
Increase in Average Session
Duration
SEO PERFORMANCE YOY
Page 582 of 638
SLO TBID Annual Report 2024-2025 17
DIGITAL MEDIA
Visit San Luis Obispo significantly expanded its digital media strategy, supported by a 24% increase in paid media
budget compared to the previous year . This investment allowed for greater emphasis on upper-funnel awareness-
building tactics while continuing to balance performance-driven, lower-funnel strategies aimed at driving bookings
and measurable conversions . This approach directly supports the TBID’s Strategic Objective to Deliver Smart Growth,
ensuring both long-term brand health and near-term economic impact .
Our digital media efforts employed an integrated, cross-channel strategy designed to connect with travelers at
all stages of their journey . Campaigns were informed by performance data and market insights to optimize reach,
relevance and return on investment .
EMAIL MARKETING
Visit San Luis Obispo continued to deepen subscriber engagement by integrating branded content like SLO Life Tips,
exclusive promotions and introducing the SLO Life Coach . Email remained a key channel for delivering personalized
travel inspiration to key audience segments, guided by performance insights . Tactics such as gated content, giveaways
and prominent sign-up opportunities across VisitSLO .com supported steady list growth while fostering strong
connections with both new and existing subscribers .
57%
Increase in Paid Traffic
38%
Increase in Paid Social Click-
Through Rate
56.7 Million
Total Paid Impressions
10.2%
Paid Search Click-Through Rate
(Benchmark 8 .7%)
54%
Increase in Google Ads Partner Referrals
42%
Increase in Google Ads and Facebook
Clicks
50%
Average Newsletter Open Rate
(45 .2% Industry Benchmark)
11,645
Sessions Driven to VisitSLO .com
16
Total Emails Sent
48%
Growth in Newsletter Subscribers
Email Marketing Performance YOY
Digital Media Performance YOY
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SLO TBID Annual Report 2024-2025 18
PRINT ADVERTISING
Visit San Luis Obispo continued to include limited print placements within its media mix . While digital remains the
primary focus, strategic print advertising served as a valuable tool to reach niche and mature market segments,
reinforcing travel inspiration and supporting broader brand awareness efforts .
Print Placements Included:
• Cal Poly Program Ad & Visiting Teams Guide
• Central Coast Tourism Council Map (cover & listing)
• Certified Folder destination-brochure distribution
• Visit California Visitors Guide
• Visit SLO CAL Visitors Guide
• SLO International Film Festival Program Guide
Certified Folder
destination-brochure
distribution
SLO International Film Festival
Program Guide
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SLO TBID Annual Report 2024-2025 19
SOCIAL MEDIA
@ShareSLO—Visit San Luis Obispo’s official social media presence—continued to be a powerful platform for engaging
locals and inspiring visitors through dynamic, trend-driven and brand-aligned content . In FY 2024–25, efforts expanded
reach and engagement across platforms, introduced new content formats and integrated key brand campaigns
including SLO Life Coach, MidWeekend and SLO Restaurant Month .
Social Media Highlights:
• Nearly 7,000 new organic followers across all
platforms
• Produced 170 original Reels, executed 26
giveaways and facilitated 88 collaborations
• Maintained a cohesive visual aesthetic across
Reels covers, Linktree, banners and Highlights
• Established successful content series including
Generational To-Dos and SLO Fine Dining
• Increased community engagement through
Ticket Tuesday giveaways and campaign support
Top Performing Content:
• Cozy Cafes in SLO
154k IG views | 40 .7k TikTok views
• Reservoir Canyon Waterfall
122k IG views | 57 .4k TikTok views
Visit San Luis Obispo Social Media Channels:
Cozy Cafes in
SLO Reel
Sunset Drive-
In Reel
Reservoir Canyon
Waterfall Reel
Demure
Trend Reel
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SLO TBID Annual Report 2024-2025 20
PUBLIC RELATIONS
Visit San Luis Obispo maintained its shared public relations model through a joint contract between the TBID and
the Promotional Coordinating Committee (PCC) with the San Luis Obispo Chamber of Commerce . This collaborative
approach was strengthened by the addition of Uniquely Driven, a national PR agency specializing in multicultural
marketing . The SLO Chamber focused on regional outreach, while Uniquely Driven led national efforts—working
together to implement an integrated PR strategy .
Together, these partners executed a comprehensive program aimed at building awareness, securing high-quality
media coverage and amplifying the Visit San Luis Obispo brand by highlighting the community’s unique character and
vitality .
Our PR strategy this year included 19 individual media visits and the coordination of two group familiarization (FAM)
trips . One of these, a sustainability-themed FAM in partnership with Kind Traveler, brought four Southern California-
based content creators to San Luis Obispo . The trip delivered strong social media reach and concluded with a
community tree-planting event aligned with the Keys for Trees initiative . The second group FAM welcomed five
journalists and showcased the "Essence of SLO(w) Travel," spotlighting the destination's unique, mindful pace and
immersive local experiences .
Collectively, these PR efforts resulted in 84 media placements, generating over 6 .7 billion impressions . Coverage
appeared in prominent national and regional outlets such as National Geographic, Forbes, Thrillist, USA Today, NBC Los
Angeles, La Opinión, Travel + Leisure, Sacramento Bee and AARP .
With the PR landscape continuing to evolve—marked by newsroom reductions and a growing reliance on freelancers—
Visit San Luis Obispo is exploring new media formats such as satellite interviews, advertorials and pay-to-play
opportunities to ensure sustained visibility and reach .
6,717,238,130
Circulation
6.7
Billion Media Impressions
84
Total Number of Placements
PR Performance
Travel & Leisure Feature
USA Today 10Best Feature
Men's Journal Feature
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SLO TBID Annual Report 2024-2025 21
GUEST SERVICES
Through a dedicated contract with the TBID, the San Luis Obispo Chamber of Commerce continues to provide a
comprehensive suite of guest services that support Visit San Luis Obispo’s mission to create welcoming experiences for
travelers .
In FY 2024–25, the Visitor Center served as a key resource for prospective and in-destination visitors, providing
personalized guidance and hospitality across multiple touchpoints . The center welcomed 73,999 walk-in visitors,
responded to 16,066 digital inquiries (via email and web chat) and fielded 2,592 phone calls throughout the year .
Included in this service offering is the 1-877-SLO-TOWN line—a dedicated phone number tied directly to Visit San Luis
Obispo’s marketing efforts . This line, managed by Chamber staff, provides live assistance to travelers planning their
trips and is used exclusively to promote San Luis Obispo lodging properties and experiences . In FY 2024–25, the line
handled 411 calls, offering friendly, real-time support to visitors looking for tailored trip planning .
These guest services play an essential role in extending the Visit San Luis Obispo brand, ensuring travelers receive
personalized attention and up-to-date destination information .
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SLO TBID Annual Report 2024-2025 22
EVENTS
Destination events continued to play a key role in attracting visitors to San Luis Obispo . The TBID Board reviewed
funding requests on a case-by-case basis, using the established application process .
Events Sponsored:
• VINEYARD TEAM, SUSTAINABLE AG EXPO — NOVEMBER 11-13, 2024
The Sustainable Ag Expo was a three-day, mid-week, off-season educational symposium and tradeshow
attracting over 500 wine industry professionals to San Luis Obispo . The Expo in 2024 marked the 19th year of
the event . Visit San Luis Obispo sponsored lodging for event speakers and presenters and was featured in event
promotions .
• MISSION COLLEGE PREP HIGH SCHOOL, MISSION PREP CHRISTMAS CLASSIC — DECEMBER 19-23, 2024
The Mission Prep Christmas Classic is a four-day premier California High School Basketball tournament
featuring some of the best high school basketball players from the state and beyond . The event draws a
majority of out-of-area attendees and livestreams to thousands more . Visit San Luis Obispo was the exclusive
lodging partner, providing hotel accommodations for visiting teams in exchange for inclusion in event
advertising .
• SLO INTERNATIONAL FILM FESTIVAL, 31ST FESTIVAL — APRIL 24-29, 2025
The 31st edition of the San Luis Obispo International Film Festival hosted a six-day event and screened over
100 films throughout the week . The event featured a VIP Festival Lounge, Red Carpet events, live music,
educational conversations with filmmakers and industry leaders and capstone events each night that brought
the community together to celebrate the arts and expose our audience to important topics around the world .
Visit San Luis Obispo supported the festival in various promotional ways including funding and managing the
out-of-area paid media campaign, funding to provide lodging for filmmakers, media and industry professionals
and promoting a complimentary See + Stay film fest package in exchange for overnight reservations .
• GALA PRIDE & DIVERSITY CENTER, PRIDE AND CULTURAL PROGRAM — YEAR ROUND
The TBID maintained its legacy partnership with the Gala Pride & Diversity Center in FY 2024–25, supporting
both the annual Central Coast Pride celebration and year-round Pride & Cultural programming . Visit San Luis
Obispo remained committed to amplifying authentic, community-rooted storytelling—collaborating with Gala
to help develop LGBTQIA+ content for VisitSLO .com . The partnership also included promotion of Central Coast
Pride through owned channels and select paid media tactics, reinforcing the destination’s inclusive values and
welcoming spirit .
In addition, Visit San Luis Obispo continued its participation in the Events & Festivals Working Group (EFWG)—a multi-
jurisdictional working group of 18 destination partners, event organizers and community leaders convened by Visit
SLO CAL . The group played an ongoing role in the development and implementation of the SLO CAL Events & Festivals
Strategy, aimed at increasing countywide overnight visitation, supporting economic growth and enhancing quality
of life for residents . Key focus areas included strategic planning for existing and future events, optimizing off-peak
periods, fostering event collaboration and guiding the process for regional event support and investment .
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SLO TBID Annual Report 2024-2025 23
STRATEGIC PARTNERSHIPS
In FY 2024–25, Visit San Luis Obispo continued to strengthen its collaboration with numerous community partners and
industry nonprofit organizations to amplify destination marketing efforts . These collaborations increase the efficiency
and impact of promotional activities by providing new platforms, audiences and alignment with shared values .
Now in its second year, the TBID’s partnership with Kind Traveler—a responsible travel platform—continues to serve
as a meaningful channel for engaging sustainability-minded travelers . Through Kind Traveler’s Every Stay Gives
Back program, Visit San Luis Obispo showcased its Keys for Trees initiative via a dedicated destination landing page
and annual community impact report . The collaboration also extended to influencer engagement, supporting a
sustainability-themed media FAM that helped bring San Luis Obispo’s story to life through content creators aligned
with environmental values .
Partnerships with Cal Poly remained a cornerstone of outreach efforts . Through ongoing collaborations with the
Office of Student Affairs, Visit San Luis Obispo participated in SLO Days, Mustang Family Weekend and Open House,
providing direct access to thousands of students, parents and supporters . The partnership with Cal Poly Athletics also
continued, including destination sponsorship, marketing exposure and lodging coordination with TBID properties .
Key partnerships in FY 2024–25 included:
• Cal Poly’s Office of Student Affairs (New Student & Transition Programs and Parent Program)
• Cal Poly Athletics (Mustang Sports)
• Kind Traveler
• ECOSLO (in support of Keys for Trees)
• Gala Pride & Diversity Center
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SLO TBID Annual Report 2024-2025 24
INDUSTRY RELATIONS
CALIFORNIA HOTEL & LODGING ASSOCIATION (CHLA)
The California Hotel & Lodging Association (CHLA) protects the rights and interests of the California lodging industry .
Legislative advocacy, educational training, communication and cost-saving programs are provided for all segments
of the industry . Through the TBID, all lodging properties in the City of SLO are members of CHLA and can utilize the
services offered .
VISIT CALIFORNIA
The Visit California partnership has been critical in the growth of Visit San Luis Obispo’s brand within the California Tourism product . SLO has received coverage through the marketing activities performed by Visit California including travel trade, press and industry outreach . Monthly submissions are uploaded to Visit California for media leads, trade
contacts and newsletter content .
CENTRAL COAST TOURISM COUNCIL (CCTC)
The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose marketing
efforts accomplish collectively what no single tourism entity can do alone: promote the entire California Central
Coast as a destination and maximize our members’ tourism revenue . The CCTC serves as the Central Coast's voice in
Sacramento and partners with California Tourism's global marketing and advertising campaigns . The TBID is actively
involved in CCTC with a seat on the board from staff and the SLO Chamber public relations representative on the PR
committee .
VISIT SLO CAL
The TBID maintains participation with Visit SLO CAL by having a representative on the Board of Directors and the
Tourism and Community Promotions Manager on the Marketing Committee . The TBID Board leverages the partnership
with Visit SLO CAL to promote San Luis Obispo on a national and international level—beyond the local and state reach
the TBID’s marketing plan focuses to achieve . The TBID’s participation in Visit SLO CAL also encompasses group sales,
film commission, countywide public relations and countywide strategic planning like the SLO CAL Events & Festivals
Strategy .
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SLO TBID Annual Report 2024-2025 25
2024‑25 AWARDS & ACCOLADES
AAF RENO ADDY
Silver - Specialty Advertising / Merchandise
W3
Silver - General Websites – Tourism (VisitSLO .com)
AAF RENO ADDY
Silver - User Experience (VisitSLO .com)
Page 591 of 638
SLO TBID Annual Report 2024-2025 26
2024‑25 FINANCIAL ANALYSIS
INCOME SOURCE 2024-25
FY 2024-25 TOT Revenue Assumption, per FY 2023-25 Financial Plan $10,918,080
FY 2024-25 TOT Revenue Assumption, per FY 2024-25 Supplemental Budget $10,586,256
FY 2024-25 TOT Revenue Collection $11,417,888
FY 2024-25 TBID Revenue Assumption, per FY 2023-25 Financial Plan $2,183,616
FY 2024-25 TBID Revenue Assumption, per FY 2024-25 Supplemental Budget $2,117,251
FY 2024-25 TBID Revenue Collection $2,283,578
FY 2024-25 TBID Projected Expenditures*$2,174,457
FY 2024-25 TBID Projected Surplus*$109,121
TBID PROGRAM BUDGET ALLOCATED
Operations/Staffing
Administration Overhead (2% of TBID Assessment)$43,672
Staffing
Staffing Contingency
$275,084
$85,000
Contracts & Marketing Services
Marketing Contract - Noble Studios/DCI $1,250,000
Chamber of Commerce - PR $50,000
Chamber of Commerce - Guest Services $51,975
Chamber of Commerce - Media Monitoring Service Fee $3,713
Co-op Marketing Program Funding $30,000
Content Marketing Services - Badger Branding $87,800
Partnerships
Cal Poly Athletics $65,000
EcoSLO - Sustainability Initiative $21,836
Kind Traveler $12,495
SLO Coast Wine Collective Membership $5,000
Events & Promotions
General Events Promotion $50,000
Event Activation + Collateral $5,000
Seasonal Promotion $25,000
Tradeshows
Tradeshows $19,500
Tourism Conferences $9,500
Tourism Organizations
CCTC Dues $1,000
Smith Travel Report $3,500
CalTravel Membership $1,000
California Hotel & Lodging Association $30,000
Research + Program
Research + Program Development $30,000
Support / Meetings
Tourism Program Expenses $7,500
FAM Trip Hosting $12,500
Services/Online Tools/ Fulfillment (Dropbox, Crowdiff, Survey Monkey)$15,000
Contingency
Contingency Fund $7,550
Totals Commited $2,198,625
*Actuals will be reported to City Council at the Year End Budget Report in November 2025. Audited financials will be available in February 2026.
Page 592 of 638
SLO TBID Annual Report 2024-2025 27
LOOKING AHEAD
As Visit San Luis Obispo enters FY 2025–26, the TBID remains committed to advancing the goals outlined in the newly
established 2025–2030 Strategic Plan while ensuring the continued execution of the amended 2024–2026 Strategic
Marketing & Business Plan . This two-year Strategic Marketing & Business Plan serves as a comprehensive guide for Visit
San Luis Obispo’s overarching marketing direction, as well as the tactical efforts that support destination stewardship,
overnight stays and represent the voice of stakeholders .
The following priorities will guide the work ahead:
• Deploying a Fall 2025 brand tracker and local sentiment study to measure progress in brand perception and
inform ongoing tourism program development
• Ongoing amplification and integration of the SLO Life Coach campaign to strengthen destination
storytelling and deepen audience engagement
• Securing impactful partnerships to broaden reach and elevate Visit San Luis Obispo’s marketing efforts
• Continuing to evolve MidWeekend messaging as part of the SLO Life Coach brand to promote year-round
midweek travel through an evergreen, always-on approach
• Developing a comprehensive influencer strategy, including hosting a micro-influencer midweek FAM, to
authentically showcase San Luis Obispo and connect with niche travel audiences
• Advancing business meetings and trade travel efforts, including a test-and-learn sponsorship of the
California Main Street Conference to explore a multi-venue conference model
• Optimizing paid and organic search efforts to keep VisitSLO .com discoverable amidst the rise of AI-
generated search results
• Embedding sustainability and DEI authentically across all programs, reinforcing the brand’s core values and
long-term vision
While these are not the only areas of focus for the TBID, they represent key priorities requiring significant attention as
Visit San Luis Obispo works toward meaningful, measurable implementation in the year ahead .
LOOKING AHEAD (FY 2025‑26 PRIORITIES)
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SLO TBID Annual Report 2024-2025 28
APPENDIX
TRANSIENT OCCUPANCY TAX FY 2014-15 TO FY 2024-25
TRANSIENT OCCUPANCY TAX DISTRIBUTION 2024-25
$12,000,000
$8,000,000
$4,000,000
$6,000,000
$10,000,000
20% Homestay
80% Hotel
0
2014-15 2015-16 2016-17 2018-19 2019-20 2020-21 2021-222017-18
Homestay Hotel
2022-23 2023-24 2024-25
Page 594 of 638
SLO TBID Annual Report 2024-2025 29
TRANSIENT OCCUPANCY TAX MONTH TO MONTH 2024-25
$1,500,000
$1,000,000
$750,000
$1,250,000
$500,000
0
July Aug .Sept .Oct .Nov .Dec .Jan .Feb .Mar .Apr .May June
50%
45%
55%
65%
75%
85%
60%
70%
80%
OCCUPANCY MONTH TO MONTH
90%
40%
2022-23 2023-24 2024-25
Oct .Sept .Aug .July JuneMayApr .Mar .Feb .Jan .Dec .Nov .
Page 595 of 638
30
AVERAGE DAILY RATE MONTH TO MONTH
SLO TBID Annual Report 2023-24
REVENUE PER AVAILABLE ROOM MONTH TO MONTH
(Revenue $)$140
$220
$160
$180
$200
$240
$120
2022-23 2023-24 2024-25
Oct .Sept .Aug .July JuneMayApr .Mar .Feb .Jan .Dec .Nov .
80
70
90
110
130
150
160
170
180
190
100
120
140
200
60
2022-23 2023-24 2024-25
Oct .Sept .Aug .July JuneMayApr .Mar .Feb .Jan .Dec .Nov .
Page 596 of 638
SLO TBID Annual Report 2024-2025 31
TBID 2025-2030 STRATEGIC PLAN
Vision
A welcoming community
with a vibrant economy that
enriches the lives of visitors
and residents alike .
Values
We believe in:
• Service
• Leadership
• Adaptability
• CollaborationMission
We share the abundance
of SLO, driving the lodging
economy and serving as the
voice of our stakeholders
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 .
NORTH STAR
STRATEGIC ACTION
• Grow organizational capacity .
• Invest in internal relationship building .
• Develop an innovation process .
• Communicate successes .
• Invest in stakeholder connections .
• Perform an audit of our partnership landscape .
• Develop partnerships to address key gaps .
• Develop an events strategy to complement
Visit SLO CAL’s approach .
• 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 .
• 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 .
STRATEGIC PRIORITIES
Ensure
Organizational
Excellence
Objectives ObjectivesIndicators Indicators
Build
Meaningful
Partnerships
Activate the
SLO Life
• Maintain stakeholder
sentiment of Visit San Luis
Obispo performance .
• Increased engagement and
participation with Visit San
Luis Obispo’s Brand Book and
promotional toolkits .
• Create one net new signature
brand partnership
• Partnerships balanced across
identified key sectors
• Lift in brand sentiment against
baseline .
• Increase RevPAR .
• Increase awareness of SLO as a
sustainable destination
Deliver Smart
Growth
• Increase in resident sentiment .
• Increase mid-week occupancy .
• Increase length of stay .
Page 597 of 638
SLO TBID Annual Report 2024-2025 32Page 598 of 638
R _____
RESOLUTION NO. ______ (2025 SERIES)
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS
OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE
THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT
DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE
ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE
PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR
2025-26
WHEREAS, the Parking and Business Improvement Law of 1989, secti ons 36500
et seq. of the Streets and Highways Code, authorizes cities to establish business
improvement districts for several purposes, one of which is promotion of tourism; and
WHEREAS, the lodging businesses within the proposed City of San Luis Obispo
Tourism Business Improvement District had requested the City of San Luis Obispo
establish such a self-assessment improvement district in 2008; and
WHEREAS, the San Luis Obispo Tourism Business Improvement District was
established in July 2008 and incorporated into the Municipal Code under Chapter 12.42;
and
WHEREAS, the assessment went into effect on October 1, 2008; and
WHEREAS, the City Council appointed an advisory board to provide oversight,
guidance, and recommendations regarding the use of the assessment funds; and
WHEREAS, the City Municipal Code and the Parking and Business Improvement
Law require the advisory board to prepare and submit an annual report stating proposed
changes, improvements and activities for the fiscal year; and
WHEREAS, an annual report was prepared pursuant to Section 36533 of the
Streets and Highway Code; and
WHEREAS, notices regarding the approval of the annual report were sent on
September 25, 2025 to all assessed properties.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of San Luis
Obispo as follows:
a) That the Tourism Business Improvement District Annual Report for fiscal year
2024-25 as filed by the advisory body is hereby approved.
Page 599 of 638
Resolution No. _____ (2025 Series) Page 2
R ______
b) The San Luis Obispo City Council proposes to continue the established
Tourism Business Improvement District in the City of San Luis Obispo in
accordance with City Municipal Code Chapter 12.42 and the California Streets
and Highways Code, sections 36500 et seq. (Parking and Business
Improvement Law of 1989).
c) The assessment levied by the Tourism Business Improvement District shall be
used to promote lodging at the hotels within the district and administer a
marketing program that increases overnight hotel stays pursuant to the set
goals.
d) The assessment will be levied and allocated by the City of San Luis Obispo.
e) The assessment is proposed to be levied on all “hotels”, as that term is defined
in San Luis Obispo Municipal Code section 3.04.020, to wit: any structure, or
any portion of any structure, which is occupied or intended or designed for
occupancy by transients for dwelling, lodging or sleeping purposes, and
includes any hotel, inn, tourist home or house, motel, studio hotel, bachelor
hotel, lodging house, rooming house, apartment house, dormitory, public or
private club, mobile home or house trailer at a fixed location, or other similar
structure or portion thereof.
f) The assessment shall be based on two percent (2%) of gross room rent.
g) New hotels shall not be exempt from immediate assessment.
h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42
and the Parking and Business Improvement Law of 1989, section 36535 of the
Streets and Highways Code, is to allow for comments on the District and
proposed assessment, and is hereby set for 5:30 P.M., Tuesday, October 21,
2025, before the City Council of San Luis Obispo.
i) At the public hearing, the testimony of all interested persons for or against the
continuation of the District, the boundaries of the District, or the furnishing of
specified types of improvements or activities will be heard.
j) Any protest against the continuation of the City of San Luis Obispo Tourism
Business Improvement District and the levying of the assessment, or any
aspect thereof, may be made in writing. A protest may be withdrawn at any time
before the conclusion of the public hearing. Any written protest shall contain a
description of the business. If the person signing the protest is not shown on
the official records of the City of San Luis Obispo as the owner of the business,
then the protest shall contain or be accompanied by the written evidence from
the owner that the person is the authorized representative of the business. Any
protest as to the regularity or evidence of the proceedings shall be in writing
and clearly state the irregularity or defect to the City of San Luis Obispo at 990
Palm Street, San Luis Obispo, CA 93401.
Page 600 of 638
Resolution No. _____ (2025 Series) Page 3
R ______
k) If, at the conclusion of the public hearing, there are of record, written protests
by the owners of businesses within the proposed San Luis Obispo Tourism
Business Improvement District that will pay fifty percent (50%) or more of the
total assessments of the entire San Luis Obispo Tourism Business
Improvement District, no further proceedings to continue the San Luis Obispo
Tourism Business Improvement District shall occur. New proceedings to form
the San Luis Obispo Tourism Business Improvement District shall not be
undertaken again for a period of at least one (1) year from the date of the
finding. If the majority of written protests are only as to an improvement or
activity proposed, then that type of improvement or activity shall not be included
in the San Luis Obispo Tourism Improvement District.
Page 601 of 638
Resolution No. _____ (2025 Series) Page 4
R ______
BE IT FURTHER THEREFORE RESOLVED, the City Clerk is instructed to provide
notice as required by the City Municipal Code Chapter 12.42 and the Parking and
Business Improvement Law of 1989, section 36534, subpart (a)(7) of the Streets and
Highways Code, to wit: the City Clerk shall give no tice of the public hearing by causing
the resolution of intention to be published once in a newspaper of general circulation in
the City no less than seven days before the public hearing.
Upon motion of _______________________, seconded by
_______________________, and on the following roll call vote:
AYES:
NOES:
ABSENT:
The foregoing resolution was adopted this _____ day of _____________________ 20 25.
___________________________
Mayor Erica A. Stewart
ATTEST:
____________________________
Teresa Purrington
City Clerk
APPROVED AS TO FORM:
____________________________
J. Christine Dietrick
City Attorney
IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the
City of San Luis Obispo, California, on ______________________.
___________________________
Teresa Purrington
City Clerk
Page 602 of 638
1
Tourism Business Improvement District Board Minutes
September 10, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on September 10, 2025, at 10:00 a.m. in the
Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair
Pearce.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By Member N. Patel
Second By Vice Chair Keller
To approve Consent Items 3a. to 3g.
Ayes (5): Member N. Patel, Vice Chair Keller, Member Specchierla, Member
Eads, and Chair Pearce.
Absent (2): Member Nelson, Member P. Patel
TBID Board Present:
Member Mark Eads, Member Christine Nelson, Member
Nipool Patel, Member Dante Specchierla, Vice Chair Lori
Keller, and Chair Clint Pearce
TBID Board Absent: Member Prashant Patel
City Staff Present: Economic Development & Tourism Manager Laura Fiedler
Page 603 of 638
2
CARRIED (5 to 0)
3.a MINUTES OF TBID REGULAR MEETING ON AUGUST 19, 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. BUSINESS ITEMS
4.a FY 2024-25 TBID ANNUAL REPORT APPROVAL (15 MINUTES)
Laura Fiedler, Economic Development & Tourism Manager, presented the
draft FY 2024-25 TBID annual report for recommendation to City Council
on October 7, 2025. Pending the City Council’s approval of the report, the
annual public hearing for the TBID will be scheduled for October 21, 2025
Public Comment:
None
--End of Public Comment--
Motion By Vice Chair Keller
Second By Member Specchierla
To approve recommending the draft FY 2024-25 TBID annual report to the City
Council for meeting on October 7, 2025.
Ayes (5): Vice Chair Keller, Member Specchierla, Member Eads, Member N.
Patel, and Chair Pearce.
Absent (2): Member Nelson, Member P. Patel
CARRIED (5 to 0)
Member Nelson joined the meeting at 10:09 a.m.
Page 604 of 638
3
4.b FY 2024-25 TBID ANNUAL REPORT HIGHLIGHT VIDEO (5 MINUTES)
Laura Fiedler, Economic Development & Tourism Manager presented for
review the draft FY 2024-25 TBID Annual Report Highlight Video to be
shown at the October 7, 2025, City Council meeting.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
4.c SLO LIFE COACH CAMPAIGN INVESTMENT (15 MINUTES)
Laura Fiedler, Economic Development & Tourism Manager, and Gabbi Hall
and Hayley Corbett from Noble Studios, presented an opportunity for
additional investment in short-form videos for the SLO Life Coach
campaign, on the recommendation of the Marketing Subcommittee.
Public Comment:
None
--End of Public Comment--
Motion By Member Eads
Second By Member N. Patel
To approve up to $45,100 from TBID’s fund balance for additional
investment into short-form videos for the SLO Life Coach campaign (4
video cutdowns of existing SLO Life Coach videos and 30 SLO Life Tips
videos, plus creative direction and project oversight).
Page 605 of 638
4
Ayes (6): Member Eads, Member N. Patel, Member Specchierla, Member
Nelson, Vice Chair Keller and Chair Pearce
Absent (1): Member P. Patel
CARRIED (6 to 0)
5. TBID LIAISON REPORTS & COMMUNICATION
5.a HOTELIER UPDATE
No update at this time.
5.b MARKETING COMMITTEE UPDATE
At the Marketing Committee meeting on August 27, 2025, the committee
voted to move forward for recommendation to the full TBID Board the
opportunity for additional investment in the SLO Life Coach Campaign
(item 4c on this agenda). The committee also reviewed the performance of
the SLO Life Coach Campaign since its launch and the long -form videos.
5.c MANAGEMENT COMMITTEE UPDATE
The Management Committee did not meet in August but was provided by
email a copy of the draft Annual TBID report for review.
5.d PCC UPDATE
Member Specchierla provided a brief update on PCC activities.
Page 606 of 638
5
5.e VISIT SLO CAL UPDATE
Molly Cano, Vice President of Marketing from VISIT SLO CAL provided a
brief update on Visit SLO CAL activities, including on the upcoming filming
and production for the Turns Well Taken campaign, the Visit SLO CAL
Summit in November, and a strategic plan update.
5.f TOURISM PROGRAM UPDATE
Laura Fiedler, Economic Development & Tourism Manager, provided an
update on the tourism program, including on sponsorships and
partnerships with Hotel Beds, the Spartan Race, Cal Poly Athletics, the
California Main Street Conference in San Luis Obispo, and support local
promotions.
6. ADJOURNMENT
The meeting was adjourned at 10:53 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for October 8, 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 607 of 638
Page 608 of 638
SLO TBID ANNUAL REPORT
FY 2024-25
Recommendation
As recommended by the Tourism Business
Improvement District (TBID) Board,
1.Receive and approve the SLO TBID
Annual Report for FY 2024-25; and
2.Adopt a Resolution of Intention to levy
and collect assessments within the
TBID area in fiscal year 2025-26 at the
same rate as in fiscal year 2024-25 (2%).
3
●Established in 2008
●7-member Advisory Board
●2% assessment on lodging
properties
“The purpose of forming the district as a business
improvement area under the Parking and Business
Improvement Area Law of 1989 is to provide revenue
to defray the costs of services, activities and
programs promoting tourism which will benefit
the operators of hotels in the district through the
promotion of scenic, recreational, cultural and other
attractions in the district as a tourist destination.”
Background on
the SLO TBID
4
FY 2024-25 By the Numbers
5
FY 2024-25 TOT Revenue by Month
6
Transient Occupancy Tax YoY
FY 2014-15 -FY 2024-25
Summarized Financial Analysis
Income Source FY 24-25
FY 24-25 TOT Revenue Assumption
(per FY 2024-25 Supplemental Budget)
$10,586,256
FY 24-25 TOT Revenue Collection $11,417,888
FY 24-25 TBID Revenue Assumption
(per FY 2024-25 Supplemental Budget)
$2,117,251
FY 24-25 TBID Revenue Collection $2,183,578
FY 24-25 Projected Expenditures* $2,174,457
FY 24-25 Projected Surplus*$109,121
*Actuals will be reported at the Year-End Budget Report in Nov.; audited financials will be available in Feb.
8
9
Recommendation
As recommended by the Tourism
Business Improvement District (TBID)
Board,
1.Receive and approve the TBID
Board’s annual report for FY 2024-
25; and
2.Adopt a Resolution of Intention to
levy and collect assessments
within the TBID area in fiscal year
2025-26 at the same rate as in fiscal
year 2023-24 (2%).
Public Hearing Scheduled for
October 21, 2025.
Thank You