HomeMy WebLinkAbout10-08-2025 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, October 8, 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 SEPTEMBER 10, 2025 5
3.b SMITH TRAVEL REPORT (STR)11
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 13
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 15
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 19
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
23
3.g BADGER BRANDING ORGANIC SOCIAL REPORT 31
4.PRESENTATIONS
4.a PUBLIC RELATIONS QUARTER REPORT (20 MINUTES)
Representatives from Noble Studios, Uniquely Driven and the SLO
Chamber will present the first quarter report for public relations activities
for the SLO TBID.
4.b GUEST SERVICES QUARTER REPORT (10 MINUTES)
Representatives from the SLO Chamber will present the first quarter
report on the Guest Services contract activities for the SLO TBID.
4.c CONTENT MARKETING QUARTER REPORT (15 MINUTES)
Representatives from the Badger Branding will present the first quarter
report for the content marketing support and organic social media
activities with the SLO TBID.
4.d SECOND QUARTER MEDIA PLAN (10 MINUTES)
Noble Studios will present a refresher to the Board on the second
quarter media plan.
5.BUSINESS ITEMS
5.a MISSION PREP CHRISTMAS CLASSIC (15 MINUTES)41
The Board will consider the funding request for the Mission Prep
Christmas Classic for sponsorship support.
5.b BRAND SENTIMENT STUDY PROPOSAL (15 MINUTES)
The Board will consider the proposal for the revaluation of the Brand
Sentiment survey.
6.TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE
6.b MARKETING COMMITTEE UPDATE
6.c MANAGEMENT COMMITTEE UPDATE
6.d PCC UPDATE 47
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 November 12, 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
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 5 of 50
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 6 of 50
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 7 of 50
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 Co ach 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 8 of 50
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 9 of 50
Page 10 of 50
SEPTEMBER 2025
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 60.34 72.29 63.76
171.50 195.96 179.42
103.49 141.66 114.40
1.18 -1.12 0.43
3.13 1.74 2.55
4.35 0.60 2.99
City of Paso Robles 60.71 74.50 64.65 170.99 270.98 203.91 103.80 201.89 131.82 11.98 11.21 11.72 -1.69 10.10 3.09 10.09 22.44 15.17
City of Pismo Beach 63.74 79.67 68.29 238.29 291.49 256.02 151.88 232.23 174.83 4.19 -0.47 2.59 3.96 4.12 3.80 8.32 3.63 6.49
City of San Luis Obispo 63.15 80.15 68.00 159.34 233.26 184.24 100.62 186.97 125.29 -4.87 -1.84 -3.87 5.17 7.41 6.39 0.05 5.43 2.28
City of Morro Bay 60.14 76.01 64.68 144.01 199.97 162.80 86.61 151.99 105.29 0.36 -0.44 0.08 -1.84 2.42 -0.19 -1.49 1.96 -0.11
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 68.56 74.66 70.30
189.98 196.61 191.99
130.25 146.79 134.97
-5.89 -1.52 -4.60
-0.92 -0.54 -0.77
-6.75 -2.05 -5.34
City of Paso Robles 70.61 78.84 72.96 167.03 271.61 199.32 117.93 214.13 145.42 23.82 3.91 16.90 5.64 -0.42 0.70 30.81 3.47 17.72
City of Pismo Beach 70.09 85.92 74.62 213.66 322.41 249.44 149.76 277.01 186.12 7.99 6.12 7.37 8.61 8.97 8.58 17.29 15.64 16.58
City of San Luis Obispo 71.14 80.34 73.77 197.33 274.52 221.35 140.39 220.55 163.29 12.80 -0.90 8.15 33.83 18.44 25.71 50.96 17.38 35.95
City of Morro Bay 63.53 77.30 67.46 133.42 199.97 155.20 84.76 154.57 104.70 2.66 -2.97 0.75 -2.23 0.93 -1.41 0.37 -2.06 -0.67
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 73.57 79.43 75.24
210.83 200.77 207.79
155.11 159.46 156.35
0.69 -1.93 -0.12
-1.37 -3.26 -1.91
-0.69 -5.12 -2.03
City of Paso Robles 66.71 80.97 70.78 168.39 280.23 204.95 112.33 226.91 145.07 -3.93 -5.22 -4.35 -4.67 -2.21 -3.73 -8.41 -8.41 -7.92
City of Pismo Beach 65.95 82.29 70.62 203.42 305.71 237.47 134.16 251.56 167.70 -11.23 -6.94 -9.85 -3.48 -1.18 -2.10 -14.32 -14.32 -11.74
City of San Luis Obispo 68.80 80.44 72.12 166.52 215.03 181.98 114.56 172.96 131.24 -10.23 -9.64 -10.05 -15.84 -11.97 -14.39 -24.45 -24.45 -22.99
City of Morro Bay 63.65 78.17 67.80 128.57 191.24 149.22 81.84 149.50 101.17 -11.25 -10.74 -11.08 -9.05 -8.20 -8.65 -19.28 -19.28 -18.77
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 66.18 78.01 69.56 178.84 200.92 185.91 118.36 156.73 129.32 -7.98 -4.12 -6.78 -6.86 -3.72 -5.72 -14.29 -7.69 -12.11
City of Paso Robles 63.64 78.25 67.81 165.80 267.67 199.39 105.51 209.45 135.21 -1.70 -8.58 -4.08 -1.40 -4.78 -3.78 -3.07 -12.95 -7.71
City of Pismo Beach 62.75 80.97 67.96 200.38 298.39 233.74 125.75 241.59 158.85 -3.73 -3.93 -3.80 4.83 -0.06 2.62 0.91 -3.99 -1.28
City of San Luis Obispo 64.65 80.72 69.24 150.47 216.43 172.44 97.28 174.71 119.40 -1.63 -5.28 -2.88 4.78 -6.39 -0.62 3.08 -11.33 -3.48
City of Morro Bay 62.66 81.22 67.96 125.62 213.72 155.70 78.72 173.58 105.82 -5.24 -4.03 -4.83 -6.24 0.79 -2.94 -11.16 -3.27 -7.63
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 September 21,
2025 to September 27, 2025
For the Week of September 14,
2025 to September 20, 2025
For the Week of September 07,
2025 to September 13, 2025
For the Week of August 31, 2025
to September 06, 2025
RevPar
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
Current Week Totals Percent Change
Occupancy (%)
Page 11 of 50
Page 12 of 50
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 2021-22 2022-23 2023-24 2024-25 2025-26
Change +/- to
previous FY
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 530,064$ 1,214,080$ 1,297,863$ 1,245,883$ 1,296,972$ 1,309,954$ 1.00%*missing 1 properties
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 623,523$ 992,620$ 1,057,478$ 1,037,434$ 1,118,215$ 1,160,196$ 3.75%*missing 4 properties
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 660,405$ 965,595$ 1,039,589$ 1,024,869$ 935,689$
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 632,733$ 889,485$ 993,400$ 986,681$ 921,418$
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 422,488$ 722,487$ 770,599$ 757,010$ 825,128$
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ 236,391$ 638,253$ 628,735$ 628,260$ 637,018$
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ 302,621$ 557,369$ 554,408$ 621,595$ 696,606$
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ 426,144$ 716,045$ 735,450$ 687,480$ 745,586$
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ 614,973$ 820,473$ 807,997$ 850,274$ 806,319$
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ 742,477$ 1,068,408$ 1,056,663$ 1,025,966$ 1,034,160$
May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ 760,006$ 919,831$ 910,508$ 989,619$ 1,025,327$
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ 973,975$ 1,100,000$ 1,160,330$ 1,201,226$ 1,317,578$
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,438,338$ 7,873,272$ 6,292,853$ 6,925,799$ 10,604,646$ 11,013,020$ 11,056,297$ 11,360,016$ 2,470,150$
2024-25 2025-26 Change +/-2024-25 2025-26 Change +/-2024-25 2025-26 Change +/-
July 83.3 81.5 -2.2%203.44$ 203.66$ 0.1%169.32$ 166.07$ -1.9%
August 77.0 78.4 1.8%194.96$ 195.11$ 0.1%150.17$ 152.98$ 1.9%
September 70.0 184.04$ 128.89$
October 69.3 178.14$ 123.46$
November 66.8 171.03$ 114.16$
December 59.8 146.17$ 87.41$
January 62.4 144.12$ 89.99$
February 67.1 161.94$ 108.66$
March 65.8 161.67$ 106.36$
April 73.2 183.34$ 134.22$
May 70.0 181.88$ 127.38$
June 75.9 216.12$ 165.02$
Total/Average 70.05 177.24$ 125.42$ Updated: 10/03/2025
Occupancy (%) ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Page 13 of 50
Page 14 of 50
SLO Chamber of Commerce
Public Relations
Contract
Report to the City of San
Luis Obispo – TBID & PCC
September 2025
Page 15 of 50
SLO Chamber of Commerce
Implementation and Proactive Work
Hosted travel writer Vanita Salisbury
Continued planning for Midweek Influencer Fam
Began planning for travel writer Natalie Zimmerman's upcoming stay in partnership w/Uniquely Driven
Continued planning for travel writer Dahvi Shira’s upcoming stay
Continued outreach to TBID stakeholders to inform Visit SLO Influencer Strategy
Continued working with the City, Noble Studios, Uniquely Driven and Badger Branding on overall tourism
marketing campaign
2
Responsive Work & Partnerships
Pitching
Pitched "Golden discoveries: Museums only locals know" and "Professional meetings and events:
Farm-to-table futures" story ideas to Visit California
Partnerships
Reviewed October social media calendar for Central Coast Tourism Council
Attended Visit SLO CAL PR Mixer
Began planning for Visit SLO CAL LA Media Mission
Participated in 30/60/90 Planning Session with Noble, Uniquely Driven & Badger Branding
Continued planning for ARTober with the City, Badger Branding and Verdin
Continued planning for Buy Local Bonus with the City, Badger Branding and Verdin
Continued planning for SLO Restaurant Month with the City, Badger Branding and Verdin
Media Features
Proactive Work
Yahoo: My mom and I have gone on a trip together every year for the past decade. We've mastered the
art of planning them. | UVPM: 390,330,017
As a result of hosting Alexa Mellardo in SLO in March 2024
Business Insider: My mom and I have gone on a trip together every year for the past decade. We've
mastered the art of planning them. | UVPM: 33,944,294
As a result of hosting Alexa Mellardo in SLO in March 2024
AOL: My mom and I have gone on a trip together every year for the past decade. We've mastered the art
of planning them. | UVPM: 28,025,399
As a result of hosting Alexa Mellardo in SLO in March 2024
Page 16 of 50
SLO Chamber of Commerce
Media Features
Media Monitoring
SEPTEMBER TOTALS:
Placements: 12
UVPM: 911,820,838
YEAR TO DATE TOTALS:
Placements: 26
UVPM: 2,178,805,610
3
PUBLICATION PLACEMENTS UVPM
YAHOO Highway 1 Road Trip: 5 Can’t-Miss Coastal Stops in SLO
CAL 390,330,017.00
MEDIUM Top 5 Best Things to do in San Luis Obispo, USA
November 2025 43,759,397.00
THE INDEPENDENT The 9 best California cities and towns to visit, from LA to
Santa Barbara 9,832,406.00
WORLD ATLAS 7 California Towns That Locals Love 7,515,130.00
WORLD ATLAS The Best Small Towns To Retire In California 7,515,130.00
VINEPAIR Forget the Hotel Bar - Welcome to the Bar Hotel 549,760.00
MY FAMILY TRAVELS 10 California Roadside Attractions That Are Worth a
Detour 10,782.00
SAVORED JOURNEYS 15 Unforgettable California Road Trips You’ll Want to
Drive Now 5,793.00
WANDER WORTHY
This Stretch of California’s Highway 1 Turns a Scenic
Drive Into the Road Trip of a Lifetime–and No, It's Not
Big Sur | Wander Worthy
2,713.00
Page 17 of 50
Page 18 of 50
SLO Chamber of Commerce
Guest Services
Contract
Report to the City of San
Luis Obispo
September 2025
Page 19 of 50
SLO Chamber of Commerce
VISITOR INTERACTION
Sept.
2024
Aug.
2025
Sept.
2025
Walk-Ins 5,011 5,126 4,368
Phone Calls 190 173 139
Email & Digital 1,136 1,448 1,675
2
CALLS TO 877-SLO-TOWN
Sept.
2024
Aug.
2025
Sept.
2025
Calls 23 37 23
HOTEL REFERRALS
Sept.
2024
Aug.
2025
Sept.
2025
Referrals 46 56 64
HOTEL AVAILABILITY TRACKER
Sept.
2024
Aug.
2025
Sept.
2025
Email 178 94 66
Phone Calls 153 142 110
INFORMATION REQUESTS
Sept.
2024
Aug.
2025
Sept.
2025
Fullfilled 57 2 4
EVENTS SHARED
Sept.
2025 YTD
VisitSLO.com 22 200
DEMOGRAPHIC SNAPSHOT
International Travelers
Asia 11%
Europe 49%
Middle East 5%
Australia/NZ 8%
UK 14%
North America 12%
Central America 0%
South America 1%
Domestic Travelers
West Coast 19%
Southwest 16%
Midwest 26%
South 15%
East Coast 23%
California Travelers
Northern CA 28%
Central Coast 37%
Central Valley 2%
Desert 1%
Southern CA 32%
Page 20 of 50
SLO Chamber of Commerce
Other Highlights
3
Guest Quote of the Month
“I had family that lived here in the 1870s so I came to learn
more about San Luis Obispo and what life would have looked
like for them.”
A gentleman from Albuquerque, New Mexico has been
tracing his genealogy and found a family member on a San
Luis Obispo census record from the 1870s.
New Hires
The Visitor Center welcomed 3 new Information Specialists:
Emmerson Spann
Celina Jimenez
Emma Major
Page 21 of 50
Page 22 of 50
SLO Marketing Activities Report
Key Performance Highlights
September 2025
At-a-Glance Highlights
● Total Website Sessions: 75,622 (+12% YoY)
● Top Traffic Source: Paid Social (+80% YoY)
● Total Lodging Referrals: 3,735 (-5% YoY)
● Top Performing Ads: YoY, SLO Life Coach Ads across Display, Demand Gen, and
PMAX channels saw:
○ +187% increase in website sessions
○ +42% increase in impressions
○ +55% increase in lodging referrals
○ all at a +7% increase in cost
● PR Media Mentions: Travel + Leisure: This Is California’s ‘Last Great Beach
Town’—and It Has One of the Most Peaceful Beaches in the State With No Crowds
○ Total estimated reach of 41M+ as the article was syndicated across AOL
and Yahoo News Malaysia as well
YTD KPI Performance
Expected Pace through September: 25%
Page 23 of 50
Overall Performance Summary
In September 2025, despite seeing a 25% decrease in organic traffic YoY, paid media
channels saw an explosion of growth thanks to strong performance with the new SLO
Life Coach campaign that helped diminish the overall impact of the organic traffic
losses. Paid media saw a 42% increase in website sessions, a 30% increase in total
partner referrals, and a 24% increase in average session duration at only a 3%
increase in cost YoY. Our new SLO Life coach campaign continues to strongly resonate
with our target audiences and drive more traffic and partner referrals at a greater ROI
than previous campaigns.
Organic search saw a 25% decrease in YoY traffic which is in the low-end of the range
that roughly 400 other DMOs are experiencing in 2025 (-20-40% decreases). As the ways
that people continue to search and plan their trips increasingly lean on AI tools like
ChatGPT and Google’s AI Overviews, Visit SLO has been seeing strong improvements in
being cited as a source in these AI tools (+292% since May 2025). While still contributing
relatively low overall traffic volume, traffic from AI sources has increased by 2,171% YoY.
This is a trend that is expected to continue into the next several years as the
sophistication and adoption of these tools grows.
In September, we also refreshed our Welcome Series Newsletter automation and built
a new gated email for the Wine Map that is already seeing great results since its launch
on 9/19/25.
Next Steps: We are wrapping up the schema audit and implementation on VisitSLO.com
to provide clearer context cues to search engine crawlers and enhance page visibility.
We are also developing new SLO Life Coach itinerary-style content designed to perform
well in AI-generated responses and rich SERP features. We will continue to monitor the
rapidly evolving search landscape and adapt our strategies to reach potential travelers
in the right channels at the right time. In addition, we plan to review September 2025 TOT
performance to gain deeper insight into visitation trends to better inform future
campaign strategies.
Paid Media Snapshot
● Paid Search
○ Impressions: 52,283 (+60% YoY)
○ Clicks: 5,069 (+15% YoY)
○ CTR: 9.70% (-28% YoY)
○ Sessions: 5,104 (+27% YoY)
○ Lodging Referrals: 2,252 (+19% YoY)
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○ Cost: $14,774 (+1% YoY)
● Paid Social
○ Impressions: 1,256,732 (-15% YoY)
○ Clicks: 44,969 (+55% YoY)
○ CTR: 3.58% (+81% YoY)
○ Sessions: 21,563 (+80% YoY)
○ Lodging Referrals: 67 (-3% YoY)
○ Cost: $16,006 (+2% YoY)
● Display, Demand Gen, & PMAX
○ Impressions: 1,941,112 (+42% YoY)
○ CTR: 0.86% (-17% YoY)
○ Clicks: 16,631 (+17% YoY)
○ Sessions: 19,725 (+187% YoY)
○ Lodging Referrals: 233 (+55% YoY)
○ Cost: $7,062 (+7% YoY)
Key Insight: The new SLO Life Coach campaign has been showing signs of strong
resonance among our target audiences across display, demand gen, PMAX, and paid
social channels, resulting in significantly more sessions, more conversions, higher
engagement rates, longer time on site, and more pages per session.
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Owned Media Snapshot
Email Marketing
In September we temporarily paused on sending emails to build and implement a new
SLO Wine Map gated email and revamp our Welcome Series automations, both
incorporating the SLO Life Coach. These email updates provide a refreshed experience
through updated campaign imagery and messaging and provide Visit SLO with tools to
further build up the total newsletter audience. Since the launch on 9/19/25, the SLO
gated wine map has already gathered 12 entries, 116 views and a 10.3% conversion rate.
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Website
● Total Sessions: 75,622 (+12% YoY)
● Lodging Partner Referrals: 3,735 (-5% YoY)
● Avg. Pages/Session: 1.76 (-8% YoY)
● Average Session Duration: 2m 09s (+18% YoY)
● Top Lodging Referral Channels: Paid Search (60%), Organic Search (16%), Referral
(7%)
SEO + Content
● Organic Sessions: 15,042 (-25% YoY)
● Organic Partner Referrals: 5,579 (-33% YoY)
● Organic Impressions: 1.49 Mil (-10% YoY)
● Organic Clicks: 10.8K (-35% YoY)
● Organic CTR: 0.7% (-30% YoY)
● Page 1 Keywords: 4.5K (-11%)
● Sessions from LLMs (ChatGPT, Claude, Gemini, etc): 159 (+2,171% YoY)
● Top Losses: things to do in San Luis Obispo, San Luis Obispo, Sunset Drive-In
Next Steps: We’re continuing to build out a new MidWeekend itinerary page aimed at
providing in-depth, helpful content that highlights the benefit of midweek travel to SLO.
This page leans into a new strategy that works to curate more content to our specific
audiences, helping Visit SLO show up in Google’s AI Overviews, ChatGPT, and other AI
tools where travelers are planning their trips. We’re also working on auditing/optimizing
schema across many of our key pages, as this additional data will become more
important as we move further into the AI era of search.
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While organic traffic is down 25% in September, we’ve been improving Visit SLO’s ability
to be cited as a source in Google’s AI Overviews. Since May of 2025, we’ve seen a 292%
increase in the number of AI overviews the website has been cited in. As organic search
pages continue to increasingly have Google’s AI overview responses, the way that
people search continues to change and organic traffic declines are felt across the
Travel and Tourism industry, among many others.
Key Insight: YoY drops in Organic traffic are industry-wide and are tied to a roughly 46%
decrease in organic CTRs related to a rapidly evolving search engine results page,
which now features AI responses and significantly more SERP features, allowing
searchers to get more information without the need to click through to a website. A
study done by Simpleview across over 400 DMOs showed that the average decrease in
organic search traffic was 20-40% in 2025. We’re continuing to lean into new strategies
to improve Visit SLO’s visibility in this new era of search.
Traffic trends for 400+ DMOs
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Creative & Web Maintenance
Website Maintenance, Repair & Optimization (MRO)
● Theme Updates
○ Stakeholder randomization updates
○ Home hero overlap fix
● Plugins and Updates
○ WP 6.8.3
○ ACF Pro
○ Gravity Forms
○ Permalink Manager Pro
○ Safe SVG
○ Events Calendar
○ Community Events
○ Events Calendar Pro
○ Tiny PNG
○ Wordpress Importer
○ WP Mail SMTP
○ Yoast
Website Services
● September Website Services Efforts:
○ 6.25h out of 120 hours were utilized for September 2025 (Remaining hours:
106.25)
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○ Work Accomplished: SLO Wine Map page, Homepage Updates, Cider Page
updates, Arts and Culture Page updates, Budget/Pet Hotel Page updates,
Chamber Stakeholder Meeting.
Creative Services
● September Creative Services Efforts:
○ 5.5h out of 150 hours were utilized for September 2025 (Remaining hours:
139.25)
○ Work Accomplished: SLO Gated Wine Map Design.
Earned Media Activity
Earned Media Highlights
Total Impressions/Circulation: 0
Placements: 0
Pitches Sent: 46
Press Coverage
Upcoming Individual Press Trips:
● October 1-4: Ligaya Malones (San Diego Magazine, Lonely Planet, Travel + Leisure)
● October 17-19: Natalie Zimmerman (Travel + Leisure, Food & Wine)
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September 2025
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 10/08/25Page 31 of 50
Followers: 41,027 ( 1.2%)
Total Net Growth: 488
Total Posts: 154
Total Views: 680,736 ( 17%)
Total stories: 178
Total Engagements: 7,639 ( 34%)
Engagement Rate: 1.1% ( 44%)
INSTAGRAM
In September, we saw an increase in followers and views. We saw a decrease in engagements, which paired with the increase in
views resulted in a decreased engagement rate. The most successful posts this month were a Ticket Tuesday giveaway and Reels.
TOP POSTS:
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Page Followers: 107,889 ( .5%)
Total Net Audience Growth: 581
Total Posts: 16
Total Impressions: 1,318,926 ( 11%)
Total Organic: 259,505 ( 66%)
Total Engagements: 5,633 ( 72%)
Engagement Rate: .4% ( 69%)
FACEBOOK
TOP POSTS:
In September, we saw an increase in page followers. Compared to last month’s extremely high increases, we saw decreases
in impressions, engagements, and engagement rate. The analytics are evening back out, which is expected. Top performers
were all Reels on this platform.
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Followers: 2,841 ( 7.4%)
Followers Gained: 195
Impressions: 34,585 ( 17%)
Engagement: 2,194 ( 29%)
Engagement Rate: 6.3% ( 14%)
In September, we saw an increase in followers by 195 users! We saw decreases in impressions, engagements, and engagement
rate. We are still happy with the success we are seeing on this platform. For engagement rate, the industry standard of success
reports that anything above 5% is exceptionally strong, and we report 6.3%.
TIKTOK
TOP POSTS:
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Total Audience: 488 ( .6%)
Total Net Growth: 3
Total Posts: 0
Impressions: 185 ( 63%)
Engagements: 11 ( 67%)
Engagement Rate: 6% ( 16%)
LINKEDIN
TOP POSTS:
In September, we had a connection issue and our posts did not go live this month. We put safeguards in place to make sure
this does not happen again. The analytics we are reporting are still accurate. We still saw an increase in followers on the
platform, but this is why our other analytics decreased. We greatly apologize for this mistake.
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Impressions: 2.98k ( 49%)
Engagements: 121 ( 22%)
Outbound Clicks: 3
Saves: 32 ( 3%)
Total Audience: 1.78k ( 47%)
Engaged Audience: 94 ( 36%)
PINTEREST
In September, we continued to perform a trial of mirroring Instagram posts to Pinterest and still saw great success. We saw
increases in impressions, engagements, total audience, and engaged audience this month.
TOP POSTS:
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WHAT WE WORKED ON THIS MONTH:
- Viral Trend Reel Continues to Grow
-Tiktok : August (86.1k Views) —> September (99.1k Views)
-2 Ticket Tuesdays (Cafe Roma & Rod & Hammer Rock)
-Blast to the Past Reel (Collab w/ Sunset Drive-In) (63k Views)
-Hub ‘n’ Spoke Series : Avila Valley Barn Collaboration (13.3k Views)
-Two Successful Trends
-Where We Hope Your Email Finds You (7.2k Views)
-Unfortunately We Love (10k Views)
-Local Legends in SLO (37.2k Views)
-SLO Life Coach & SLO Life Tip Reel & Stories
-Sharing PR Placements on Stories w/ Links & Created News Highlight
-Sharing Stories Directly Linking to Visitslo.com Blog Pages
-Accepted Collaboration w/ @SLOCAL & SLO Airport (10k Views, 205 Interactions)
-Accepted Collaboration w/ @kindtraveler (7.9 Views, 305 Interactions)
-ARTober Launch Reel Page 37 of 50
OCTOBER’S FOCUS:
- Hub ‘n’ Spoke Series Continues - Sensorio
- ARTober Weekly Series / Piano in the Plaza
- Performances, Museums, Live Music, Workshops, &
Public Art
- 3 Kid-Friendly Outdoor Adventures in SLO
- Cideries in SLO
- Seasonal Bites in SLO
- Ticket Tuesday Giveaways
- Noodle Making Class, San Luis Creek Lodge & Lure,
Autumn Soirée
- Date Night Experiences in SLO
- SLO Life Tip Reel
- New Businesses in SLO
- Upcoming Events in SLO Page 38 of 50
THANK YOU!
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SLO Happenings Event Promotion Sponsorship
APPLICATION
EVENT NAME: Mission
Prep Christmas Classic
EVENT DATE(S):
December 19-23
EVENT VENUE LOCATION:
682 Palm Street, San
Luis Obispo
EVENT WEBSITE URL:
mcpchristmasclassic.com
EVENT ORGANIZATION:Mission College Prep High School X-Non Profit
ORGANIZATION ADDRESS:682 Palm Street, San Luis Obispo
WEBSITE URL:missionprep.org ORGANIZATION’S PHONE NUMBER:805-543-2131
POINT OF CONTACT: Terrance Harris_
POSITION/TITLE: Basketball Coach
PHONE NUMBER: 805-748-9075
EMAIL: terrancel.harris@yahoo.com
IS APPLICATION WRITER DIFFERENT FROM LISTED POINT OF CONTACT: X SAME ___DIFFERENT
*Please add application writer ’s contact information here if different:
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FOR INTERNAL USE ONLY
Application Date: Application Status:
Committee Review Date: Total Net Score:
# of Room Nights Requested: Estimated $ Hosted:
Requested group/individual hosted:
Committee Notes:
1
1. Event Description: The Mission Prep Christmas Classic is a premier high school basketball tournament. Since
1999, we have had the pleasure of hosting teams from across the country and even a few international teams
EVENT QUESTIONS
for this tournament. The tournament has been successful for a few key reasons. There is quality competition,
great hospitality, and people love the location on the central coast. This is a destination tournament because of
our beautiful central coast location. In order to attract teams to this tournament, we end up helping teams with
their travel accommodations. This is a sticking point for many of the teams we have been able to attract,
including a high school team from Arizona and Washington this year. Over the years, the tournament has played
host to dozens of players that have gone on to play professional sports including names like Kawhi Leonard,
James Harden, Jared Goff, Jdru Holiday (and his brothers Justin and Aaron), Demar Derozen, Jalen Green, and
the list goes on. Fans from around the central coast attend this event and have told us that it is their favorite
sporting event in the area. This year we will have teams from the San Diego area, Sacramento, Utah,
Washington, Arizona, Bakersfield,Santa Barbara, Los Angeles, and Sacramento.
2. Describe how you track your event, success and attendees (ticket sales, actual event
attendance, attendee demographics, survey of event satisfaction, etc.) We sell tickets
daily tickets as well as tournament passes. In addition, individuals who have statewide
CIF cards are permitted to attend. Event success is largely dictated by the experience of
the coaches and visiting teams. The attendance is a factor in overall satisfaction.
However, the quality of the tournament is impacted overall by the hospitality, hotel
accommodations, the engagement in the city of SLO, and the competitive nature of the
tournament. This is a tournament that provides for a true destination experience.
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3. Provide information on event ticketing (ticket requirement, price range, ticket platform used,
etc.) : Tickets range in price from $5 to $10. We use GoFan as our platform to sell tickets to
this event.
4. Describe your event ’s target audience (including but not limited to age, interests, area of
residence, household income, families/couples, etc.) The target audience is families and
sports fans from the area as well as fans and family who travel with the teams. We
typically have students from local high schools and their families attend this
tournament even when their schools are not playing. We will also have general
members of the community who attend. All of the teams who travel traditionally bring
fans with them which makes for a great atmosphere. This year we have St. Joseph High
School attending the tournament. St. Joseph has been nationally ranked in recent years
and has players on their team who are top recruits in the country. This will draw
additional individuals from the Santa Maria community as well as additional fans from
the San Luis Obispo area who know that they are having an opportunity to see some of
the premier players right in their backyard.
5. Historical event attendance (n/a if first time event. An annual event with a new series, speaker, team, musician
or show does not constitute as a new event) . Event attendance has ranged from 3500-5000 total attendees
depending on the year. We expect good crowds this year given the mix and quality of the teams attending. Aside
from the in person attendance, there is value in the online presence we will create through this tournament. For
instance, Last year our Christmas Classic Instagram page received 122,500 views between November 29 and
December 28 alone. During this same time frame, nearly 3400 visited our profile page. Visit SLO is prominent in all
posts and on our profile during the tournament bringing added attention to your offerings. 70% of the views were
from individuals who were not already following our page…bringing new awareness and a new audience. In
addition, all of our games are livestreamed on Youtube. An additional 8,200 visits were made to the YouTube page
which again promotes VisitSLO. Lastly, we received nearly 10,000 views of our website which also provides direct
links to the VisitSLO material.
6. Historical percentage of in-county versus out-of-area event attendees (must equal 100%) •
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12.5% % of Local/In-County Event Attendees
82.5 ___% of Out-of-Area Event Attendees (Resides 50+ miles outside of San Luis
Obispo) • ___ n/a New startup event
7. Expected total number of event attendees: We will have 16 teams participating. Each team will bring with
them an average of 16 players and coaches. In addition, typically ⅓ of those players and coaches will bring family
members along with them. In all, we expect approximately 500 participants in the tournament to go along with
the fans that will watch the tournament.
8. Expected percentages of in-county and out-of-area event attendees
• 12.5% of Local/In-County Event Attendees
• 87.5% of Out-of-Area Event Attendees (Resides 50+ miles outside of San Luis Obispo)
9. Have you requested funding from other organizations/entities: X_Yes ___No • If yes,
please provide the names of these organizations and funding entities: We
request sponsorship from several local businesses to help supplement the cost
of the tournament. Sponsors from last year can be found here:
https://www.mcpchristmasclassic.com/sponsors-1
10. What are you willing to offer the City and TBID members in exchange for the in-kind hosted
lodging sponsorship for your event. SELECT ALL That APPLY
X: Exclusive lodging partnership
X: Promotion for event attendees tied to SLO lodging
X: Complimentary tickets for additional promotional use
X:_ Other ideas are welcome as we value the partnership and want to make it meaningful.
11. Please provide any additional information on what sets your event apart from others taking
place in San Luis Obispo: Our tournament is the best quality basketball tournament in the
area. We will have approximately 500 guests in town for up to 5 days exploring San Luis
Obispo right in the heart of downtown. Because our guests are here to watch their students
play, they relish the opportunity to explore the local community. We have a captive
audience that, with this partnership, we will require to stay in San Luis Obispo which
provides tax revenue to the city. The tournament also provides great family entertainment
during the holidays and provides another reason for people from the Santa Maria Valley to
head to town. We intentionally promote the location as an important factor in the
tournament. We have teams traveling from Arizona and Washington, which are both areas
with a direct flight. Many will be repeat travelers. We anticipate 250-300 room nights for
teams alone plus those of traveling families.
12. Hosted Lodging Plan -please provide a robust and complete plan for the option(s) applying for.
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Attach additional pages or supporting documents to support the hosted lodging plan and
request.
b. Event Speakers/Influencers
a. Estimated # of Rooms Requested: We
expect up to 100 rooms total
b. Estimated # of Nights
Requested/Room: most teams will stay 4-5
nights.
e. Lodging/Room Type Specifics or Requests:
c. Estimated $ Amount Requested:
$15,000
d. Estimated # of Teams Hosted:14
__________________________________________________
f. Who will be hosted: _______________________________________________________ g.
Benefit of hosting: We will ask our teams to stay in a local hotel. We have a handful of
teams that we have committed to paying for their rooms in one of our SLO hotels. The
largest portion of this money will go directly to paying the cost of those hotel rooms. This is
money reinvested in the hotel industry.
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1
Promotional Coordinating Committee Minutes
September 10, 2025, 5:30 p.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
PCC Members
Present:
PCC Members Absent:
Committee Member Maureen Forsberg, Member Dan Fredman,
Member Dante Specchierla, and Chair John Thomas.
Committee Member Anni Wang, Committee Member Samantha
Welch and Vice Chair Robin Wolf.
City Staff Present:
.
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 September 10, 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 Fredman
Second By Committee Member Specchierla
To approve Consent Items 3a through 3f.
Ayes (4): Committee Member Fredman, Committee Member Specchierla,
Committee Member Forsberg, and Chair Thomas.
Absent (3): Committee Member Wang, Committee Member Welch and Vice Chair
Wolf.
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2
CARRIED (4 to 0)
To approve Consent Items 3.a to 3.f.
3.a MINUTES OF THE REGULAR MEETING ON JULY 9, 2025, AND
SPECIAL MEETING ON JULY 15, 2025
3.b 2025-26 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 the SLO Chamber of Commerce presented the report for
the public relations activities that occurred over the past two months.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
4.b PUBLIC ART IDENTITY PROJECT UPDATE (10 MINUTES)
Laura Fiedler, Economic Development and Tourism Manager, shared an
update on the public art identity project and the recently released
community survey.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
5. BUSINESS ITEMS
5.a ARTOBER PROGRAM PLAN (25 MINUTES)
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3
Ashlee Akers from Verdin Marketing and Laura Fiedler, Economic
Development & Tourism Manager, presented the ARTober program plan
and the paid media plan for the Board's consideration and approval.
Motion By: Committee Member Forsberg
Second By: Committee Member Specchierla
To approve up to $10,000 for Verdin Marketing to execute the paid media
plan as presented out of the ARTober line item in the Community
Promotions 2025-26 budget line item .
Ayes (4): Committee Member Forsberg, Committee Member Specchierla,
Committee Member Fredman, and Chair Thomas.
Absent (3): Committee Member Welch, Committee Member Wang, and
Vice Chair Wolf.
CARRIED (4 to 0)
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT
Chair Thomas provided an update on behalf of Committee Member Welch
on the Renaissance Festival and Concerts in the Plaza.
6.b COMMITTEE OUTREACH UPDATE
No updates at this time.
6.c TBID BOARD REPORT – TBID Meeting Minutes: July 9, 2025
Committee Member Specchierla provided an update on items the TBID
has been working on.
6.d TOURISM PROGRAM UPDATE – Staff Report
Laura Fiedler, Economic Development & Tourism manager provided an
update on the Economic Development and Tourism Program.
7. ADJOURNMENT
The meeting was adjourned at 6:07 p.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for October 8, 2025, at 5:30
p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis
Obispo.
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4
_________________________
APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X
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