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Home My WebLink About11-12-2025 PCC Agenda Packet Promotional Coordinating Committee AGENDA Wednesday, November 12, 2025, 5:30 p.m. Council Hearing Room, 990 Palm Street, San Luis Obispo The Promotional Coordinating Committee holds in-person meetings. Zoom participation will not be supported at this time. Attendees of City Council or Advisory Body meetings are eligible to receive one hour of complimentary parking; restrictions apply, visit Parking for Public Meetings for more details. INSTRUCTIONS FOR PUBLIC COMMENT: Public Comment prior to the meeting (must be received 3 hours in advance of the meeting): Mail - Delivered by the U.S. Postal Service. Address letters to the City Clerk's Office at 990 Palm Street, San Luis Obispo, California, 93401. Email - Submit Public Comments via email to advisorybodies@slocity.org. In the body of your email, please include the date of the meeting and the item number (if applicable). Emails will not be read aloud during the meeting. Voicemail - Call (805) 781-7164 and leave a voicemail. Please state and spell your name, the agenda item number you are calling about, and leave your comment. Verbal comments must be limited to 3 minutes. Voicemails will not be played during the meeting. *All correspondence will be archived and distributed to members, however, submissions received after the deadline may not be processed until the following day. Public Comment during the meeting: Meetings are held in-person. To provide public comment during the meeting, you must be present at the meeting location. Electronic Visual Aid Presentation. To conform with the City's Network Access and Use Policy, Chapter 1.3.8 of the Council Policies & Procedures Manual, members of the public who desire to utilize electronic visual aids to supplement their oral presentation are encouraged to provide display-ready material to the City Clerk by 12:00 p.m. on the day of the meeting. Contact the City Clerk's Office at cityclerk@slocity.org or (805) 781-7114. Pages 1.CALL TO ORDER Chair Thomas will call the Regular Meeting of the Promotional Coordinating Committee to order. 2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA At this time, people may address the Committee about items not on the agenda. Comments are limited to three minutes per person. Items raised at this time are generally referred to staff and, if action by the Committee is necessary, may be scheduled for a future meeting. 3.CONSENT Recommendation: To approve Consent Items _____ to ______. 3.a MINUTES OF THE REGULAR MEETING ON OCTOBER 8, 2025 5 3.b 2025-26 COMMUNITY PROMOTION BUDGET REPORT 9 3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT 11 3.d SLO CHAMBER GUEST SERVICES REPORT 17 3.e SLO CHAMBER GRANT SUPPORT REPORT 21 3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT 25 4.PRESENTATIONS 4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE (15 MINUTES) Representative from the SLO Chamber will present the report for the public relations activities that occurred over the past month. 4.b ARTOBER RECAP (10 MINUTES) Staff and contractors will present the results from the ARTober program. 5.BUSINESS ITEMS 5.a SUPPORT LOCAL PROGRAM PLAN (15 MINUTES) Staff and contractors will present this year's Buy Local Bonus and SLO Restaurant Month program plan for review and input. 6.PCC LIAISON REPORTS AND COMMUNICATION 6.a CACP LIAISON REPORT 6.b COMMITTEE OUTREACH UPDATE – Committee Report 6.c TBID BOARD REPORT – TBID Meeting Minutes: October 8, 2025 27 6.d TOURISM PROGRAM UPDATE – Staff Report 7.ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee is scheduled for December 10, 2025, at 5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. LISTENING ASSISTIVE DEVICES are available -- see the Clerk The City of San Luis Obispo wishes to make all of its public meetings accessible to the public. Upon request, this agenda will be made available in appropriate alternative formats to persons with disabilities. Any person with a disability who requires a modification or accommodation in order to participate in a meeting should direct such request to the City Clerk’s Office at (805) 781-7114 at least 48 hours before the meeting, if possible. Telecommunications Device for the Deaf (805) 781-7410. Agenda related writings or documents provided to the Promotional Coordinating Committee are available for public inspection on the City’s website, under the Public Meeting Agendas web page: https://www.slocity.org/government/mayor- and-city-council/agendas-and-minutes. Meeting video recordings can be found on the City’s website: http://opengov.slocity.org/WebLink/Browse.aspx?id=61002&dbid=0&repo=CityCl erk Page 4 of 31 1 Promotional Coordinating Committee Minutes October 8, 2025, 5:30 p.m. Council Hearing Room, 990 Palm Street, San Luis Obispo PCC Members Present: Committee Member Maureen Forsberg, Committee Member Dan Fredman, Committee Member Anni Wang, Committee Member Samantha Welch, Vice Chair Robin Wolf, and Chair John Thomas PCC Members Absent: Committee Member Dante Specchierla City Staff Present: Laura Fiedler, Economic Development &Tourism Manager, and McKenzie Taffe, Economic Development Analyst 1. CALL TO ORDER A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on October 8, 2025, at 5:32 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: Vice Chair Wolf Second By: Committee Member Fredman To approve consent items 3a. through 3f. Ayes (6) Vice Chair Wolf, Committee Member Fredman, Committee Member Welch, Committee Member Wang, Committee Member Forsberg, and Chair Thomas Absent (1) Committee Member Specchierla Page 5 of 31 2 CARRIED (6-0) 3.a MINUTES OF THE REGULAR MEETING ON SEPTEMBER 10, 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, GRANT SUPPORT AND GUEST SERVICES QUARTERLY REPORT (15 MINUTES) Brianna Harris and Hollie West from the SLO Chamber of Commerce presented the quarterly report for Public Relations, CACP Grant Support and Guest Services activities. Public Comment: None --End of Public Comment-- Action: No action was taken on this item. 5. BUSINESS ITEMS 5.a ARTOBER PROGRAM UPDATE (10 MINUTES) Laura Fiedler, Economic Development & Tourism Manager, shared an update about the arts and cultural program, ARTober. Public Comment: None --End of Public Comment-- Action: No action was taken on this item. Page 6 of 31 3 5.b BUY LOCAL BONUS UPDATE (15 MINUTES) McKenzie Taffe, Economic Development Analyst, shared an analysis of the first five years of the Buy Local Bonus program and preview of the program for the 2025 holiday season. Public Comment: None --End of Public Comment-- Action: No action was taken on this item. 6. PCC LIAISON REPORTS AND COMMUNICATION 6.a CACP LIAISON REPORT The PCC voted to form a subcommittee consisting of John Thomas, Dan Fredman, and Samantha Welch to review the FY 2026 -27 CACP grant program application and make recommendations on any revisions. This is to be separate from the subcommittee that will review the applications. 6.b COMMITTEE OUTREACH UPDATE No update at this time. 6.c TBID BOARD REPORT – TBID Meeting Minutes: SEPTEMBER 10, 2025 Laura Fiedler, Economic Development & Tourism Manager, provided an update on items the TBID has been working on. 6.d TOURISM PROGRAM UPDATE Laura Fiedler, Economic Development & Tourism Manager provided an update on the Tourism Program. 7. ADJOURNMENT The meeting was adjourned at 6:43 p.m. The next Regular Meeting of the Promotional Coordinating Committee is scheduled for November 12, 2025, at 5:30 p.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo. _________________________ APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X Page 7 of 31 Page 8 of 31 Community Promotions Budget 2025-26 Budget 2025-26 Amount 398,545$ Total Budget 398,545$ Last Updated 11/6/2025 Expenditure Allocated Committed/Expended Available Balance Contractor Grant Funding 100,000$ 100,000$ -$ CACP Recipients Grant Promotional Support Contract 30,000$ 30,000$ -$ SLO Chamber Guest Services Contract 121,275$ 121,275$ -$ SLO Chamber Public Relations Contract 50,000$ 50,000$ -$ SLO Chamber Media Monitoring Service 3,500$ 3,500$ -$ SLO Chamber Tear-off Maps 7,500$ 7,500$ SLO Chamber Community Placemaking & Cultural Vitality Projects 20,000$ 20,000$ ARTober 10,000$ 10,000$ Verdin - Paid Media for ARTober Lunar New Year Activation 19,500$ 19,500$ Support Cost 5,000$ 5,000$ City Administration Administration 31,547$ 31,547$ -$ City Administration Total 398,322$ 346,322$ 52,000$ 398,322$ Page 9 of 31 Page 10 of 31 SLO Chamber of Commerce Public Relations Contract Report to the City of San Luis Obispo – TBID & PCC October 2025 Page 11 of 31 SLO Chamber of Commerce Implementation and Proactive Work Hosted Midweek Influencer Fam Hosted travel writer Ligaya Malones in partnership with Uniquely Driven Hosted travel writer Natalie Zimmerman in partnership w/Uniquely Driven Attended Visit SLO CAL Los Angeles Media Mission 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 Partnerships Reviewed November social media calendar for Central Coast Tourism Council Reviewed CCTC “The Director ” Itinerary Launched 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 Luxe Beat Magazine Where to Lay your Hat in SLO CAL | UVPM: 3,603 Discovering the Outdoors In SLO CAL | UVPM: 3,603 Eating in SLO CAL: The Hip and Trendy Road to Food | UVPM: 3,603 Fresh Produce, Bakery & Local Shopping in SLO CAL | UVPM: 3,603 Explore SLO CAL’s Rich History - Luxe Beat Magazine | UVPM: 3,603 Paso Robles and San Luis Obispo County Wine Country | UVPM: 3,603 As a result of hosting Darla Hoffman in partnership with Visit SLO CAL in May of 2025 Paso Robles Daily News | Canzona Women's Ensemble to present 'Heart Strings: Ties That Bind' | UVPM: 22,858 As a result of proactive pitching Social Media Coverage as a result of the Midweekend Influencer Fam (See Page 5) Page 12 of 31 SLO Chamber of Commerce Media Features Media Monitoring OCTOBER TOTALS: Placements: 29 UVPM: 57,795,910 YEAR TO DATE TOTALS: Placements: 55 UVPM: 2,236,781,520 3 PUBLICATION PLACEMENTS UVPM AOL 11 Wildly Unique Themed Hotels You Can Only Find in America 33,968,135.00 NEWSBREAK Budget Boutique Hotels in California 17,990,760.00 FAMILY DESTINATIONS GUIDE 12 Outrageous Roadside Attractions In California That Are Totally Worth The Detour 2,128,550.00 SECRET LA Over-The-Top And Unapologetically Kitsch, This San Luis Obispo Staple Is Officially California’s Best 891,243.00 SECRET LA This 12-Hour Train Ride Through The West Coast’s Stunning Landscapes Is The Most Scenic In The U.S. - Perfect For A Fall Escape 891,243.00 HER CAMPUS Top 5 Solo Dates to Do in SLO During Fall 508,416.00 KSBY Direct flights from San Luis Obispo to Las Vegas return 439,313.00 KEYT California Main Street Conference Taking Over Downtown SLO For The First Time 216,579.00 TRAVEL AWAITS 11 Small-Town Road Trip Stops on the Pacific Coast Highway in California 142,769.00 CLAREMONT COURIER The California Wander 50,377.00 LOCAL ADVENTURER 7 Unique Things to do in San Luis Obispo County 45,191.00 PASO ROBLES DAILY NEWS Daily nonstop flights to Las Vegas return at SLO County Airport 22,858.00 Page 13 of 31 SLO Chamber of Commerce Midweekend Micro-Influencer Group Fam Wednesday, October 1 through Friday, October 3 Influencers Sally Garcia Janae Lynn Freddy Rodriguez Lisa Rosanty Cassie Yoshikawa Itinerary Highlights (check out the full itinerary here) Petit Soleil Group stayed at Petit Soleil and were welcomed with Apertivo Hour with Dante & Laura, had breakfast at the property and enjoyed all the amenities Downtown Walking Tour Great conversations took place about the importance of Midweek Travel and how SLO still felt bustling on a Wednesday evening Wine Tasting Experience in Edna Valley The group headed to Edna Valley to experience La Lomita’s “Aromas of Wine” tasting experience Dined at: Petit Soleil | All five influencers raved about the quality of Petit Soleil’s freshly cooked breakfast and pastry selection Condesa | Petit Soleil’s new restaurant, the group had their first meal here and it was a huge hit, solidifying SLO’s position as a foodie town Ebony | met and dined with Feben Teffera and learned about the food culture in San Luis Obispo, the history of Ebony and other awesome elements of arts and culture in SLO Nate’s on Marsh | met and dined with Nathan Long and the group loved the restaurant and food Linnaea’s | Had breakfast and coffee and talked about sustainability in SLO’s restaurant culture San Luis Obispo Museum of Art The group got a tour of SLOMA and really loved Trish Andersen’s Little by Little exhibit Understory Plant Shop The owner of Understory, Sam, talked to everyone about biophilic design and the positive impact plants can have on mental health, tying it in nicely with the importance of midweek travel for mental health. The group then got to pick out plants to take home. Thursday Night Farmers’ Market We toured Farmers’ Market with Rachel Lackmann from Downtown SLO, and all five influencers were amazed at the scale and scope of the market Hike All five influencers hiked Lemon Grove Loop on Cerro San Luis 4 Page 14 of 31 SLO Chamber of Commerce Midweekend Micro-Influencer Group Fam (continued) Wednesday, October 1 through Friday, October 3 Deliverables Each of the five influencers committed to producing: 1 vertical video crossposted to Instagram and TikTok and One of the following in addition: A second Reel, crossposted to TikTok; A static carousel on IG consisting of 7+ images; An IG Story Set of 5 frames minimum detailing the trip and positioning SLO as a midweek vacation destination (must live as a highlight for 120 days after posting) Recap report within 30 days of visit that includes all content created and analytics (reach, shares, saves etc.). Content Four of the five influencers shared stories while in market (in addition to the required deliverables, which is an awesome added bonus!). Find screenshots and videos of this story coverage here. Sally Garcia @shareslo I hope this inspires you to not have to wait for the weekend to have fun! There’s so much to see and do in SLO. I can’t wait to be back! #shareslo @shareslo Pssst 🙋🏽 come here and let me remind you that joy doesn’t have to wait for Friday! Midweek is where the magic happens! no crowds, better rates, and that SLO sunshine waiting just for you. Janae Lynn Weekday getaway to San Luis Obispo 😍 Perfect itinerary in San Luis Obispo 🍷🌮🌄 Freddy Rodriguez 📌SLO is the midweekend vacation capital of the world for a reason 🤩 @shareslo 🌞🌈✨ 📌SLO is the midweekend vacation capital of the world & LGBTQ+ travel friendly 🌈 @shareslo ✨ Lisa Rosanty 📌SAVE the best 3-day itinerary in San Luis Obispo 📌SAVE 15 best things to do in San Luis Obispo Cassie Yoshikawa No long waits. Better hotel rates. Easy access to locals’ favorite events. You’re gonna want to head to SLO for the midweekend.✨ Midweek in SLO > weekend anywhere else 😍 5 Page 15 of 31 Page 16 of 31 SLO Chamber of Commerce Guest Services Contract Report to the City of San Luis Obispo October 2025 Page 17 of 31 SLO Chamber of Commerce VISITOR INTERACTION Oct. 2024 Sept. 2025 Oct. 2025 Walk-Ins 5,893 4,368 4,613 Phone Calls 297 139 159 Email & Digital 751 1,675 1,274 2 CALLS TO 877-SLO-TOWN Oct. 2024 Sept. 2025 Oct. 2025 Calls 52 23 36 HOTEL REFERRALS Oct. 2024 Sept. 2025 Oct. 2025 Referrals 58 64 63 HOTEL AVAILABILITY TRACKER Oct. 2024 Sept. 2025 Oct. 2025 Email 186 66 94 Phone Calls 167 110 124 INFORMATION REQUESTS Oct. 2024 Sept. 2025 Oct. 2025 Fullfilled 44 4 0 EVENTS SHARED Oct. 2025 YTD VisitSLO.com 85 285 DEMOGRAPHIC SNAPSHOT International Travelers Asia 2% Europe 55% Middle East 0% Australia/NZ 9% UK 20% North America 13% Central America 2% South America 0% Domestic Travelers West Coast 12% Southwest 11% Midwest 32% South 17% East Coast 28% California Travelers Northern CA 24% Central Coast 37% Central Valley 7% Desert 1% Southern CA 31% Page 18 of 31 SLO Chamber of Commerce Other Highlights 3 Guest Quote of the Month “We typically stay in Solvang or Monterey on our trips but we decided to give SLO a chance this time and we’re so glad we did. We can’t wait to bring our friends next time.” Taken from a couple visiting from Connecticut for their bi-annual trip to the California coast. Mustang Family Weekend Cal Poly EIM Field Trip Our Visitor Center team moved outside for the weekend welcoming Cal Poly families during Mustang Family Weekend. We handed our our crowd pleasing Live the SLO Life totes, answered questions, and raffled off a $500 hotel credit for one lucky family. Our Chamber team joined with Laura from the City to give another group of Cal Poly EIM students a glimpse of tourism in action. The class of 40 learned about the role of the TBID, the economic impact of our tourism, and the valuable partnership of the City of SLO and the Chamber of Commerce. Page 19 of 31 Page 20 of 31 SLO Chamber of Commerce CACP Marketing Support Contract Report to the City of San Luis Obispo – PCC October 2025 Page 21 of 31 SLO Chamber of Commerce CACP Marketing Support Highlights Organizations worked with in October: SLOMA Materials displayed in Visitor Center New exbibit included in Press Release San Luis Obispo Repertory Theatre Materials displayed in Visitor Center Latino Outreach Council Materials displayed in Visitor Center Event included in press release Canzona Women’s Ensemble Materials displayed in Visitor Center Event included in Press Release Event shared on SLO Chamber website & social media Hospice of San Luis Obispo County Materials displayed in Visitor Center Event included in Press Release Orchestra Novo Materials displayed in Visitor Center Event included in Press Release San Luis Obispo Master Chorale Materials displayed in Visitor Center Event included in Press Release Event shared on SLO Chamber website & social media SLO County Arts Materials displayed in Visitor Center Event included in Press Release 2 Page 22 of 31 SLO Chamber of Commerce All CACP Events 3 Organization Event EC PR PC VC SM MTG ST HD SB DS Cal Poly Corporation Cal Poly Arts 2025-2026 Dance Series | All year Canzona Women's Ensemble Heart Strings | November 3 X X X Central Coast Childbirth Network Central Coast Childbirth Network Expo | May 1 Central Coast Comedy Theater SLO One-Day Improv Festival | February 8 City Farm SLO 5th Annual Sheep Shearing Shindig | May 2026 Civic Ballet of San Luis Obispo The Wonderful Wizard of OZ | April 18-19 Diversity Coalition San Luis Obispo County Women of Color Symposium | March 1 Downtown SLO Concerts in the Plaza | Summer Fridays X X X X ECOSLO Creeks to Coast Cleanup | September 20 X X X History Center of San Luis Obispo County Family Day at the Dallidet | April 4 X History Revisited 39th Annual Central Coast Renaissance Festival | July 19-20 X X X Hospice of San Luis Obispo County Light Up a Life | November 18 X X X Latino Outreach Council Dia De Los Muertos | November 1 X X X Orchestra Novo, Inc Silent Movie with Live Orchestra | October 26 X X X X Saint Andrew Greek Orthodox Church San Luis Obispo Greek Festival | May 30-31 Page 23 of 31 SLO Chamber of Commerce All CACP Events 4 Black is current month, gray is past work | 23 Total; 15 served to date or in progress EC- Confirmed/added event(s) in local Event Calendars, including: SLO CAL, SLO Chamber, SLO Happenings PR- Included event(s) in seasonal Press Release sent to local/regional media outlets PC- Spoke with recipient(s) via Phone Call to review/discuss promotional opportunities and answer questions VC- Prominently displayed printed promotional materials in Visitor Center; brochures, posters, etc. SM- Promoted event(s) on SLO Chamber Social Media channels via press release from recipients MTG- Met with Groups in person and offered public relations advice and support ST- Sold/are currently selling Tickets for event(s) through the Visitor Center HD - Included printed promotional material in Hotel Distribution SB - Utilized a Good Morning SLO Soapbox DS - Recipient Declined Services Organization Event EC PR PC VC SM MTG ST HD SB DS San Luis Obispo International Film Festival, Inc. San Luis Obispo International Film Festival | April 23-28 X San Luis Obispo Master Chorale Events are held at the Center year around and culminate in the annual Festival. The unified brand will be marketed throughout the independent film network with the goal of increasing awareness of the Center’s events locally, regionally and statewide. X X X San Luis Obispo Repertory Theatre Million Dollar Quartet | January 30-March 8 X X SLO County Arts Council Art After Dark | First Fridays X X X X SLO Beaver Brigade 4th Annual SLO County Beaver Festival | March 21 SLO Climate Coalition SLO Earth Fest | April 18 X San Luis Obispo Museum of Art Admission-free exhibitions and public programs at SLOMA FY2026 X X X SLO Overdose Awareness Day SLO Overdose Awareness Day | August 30 X X Page 24 of 31 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 2021-22 2022-23 2023-24 2024-25 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$ 1,310,543$ 1.05% 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$ 1,174,918$ 5.07% 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$ 951,898$ 1.73% 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$ 3,437,359$ 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 68.6 -2.0%184.04$ 186.68$ 1.4%128.89$ 128.14$ -0.6% 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: 11/6/2025 Occupancy (%)ADR RevPAR*Figures from Smith Travel Research Report TOT Comparison Page 25 of 31 Page 26 of 31 1 Tourism Business Improvement District Board Minutes October 8, 2025, 10:00 a.m. Council Hearing Room, 990 Palm Street, San Luis Obispo TBID Board Present: Member Mark Eads, Member Prashant Patel, Member Dante Specchierla, and Chair Clint Pearce TBID Board Absent: Member Christine Nelson, Member Lori Keller, Member Nipool Patel City Staff Present: Economic Development & Tourism Manager Laura Fiedler _____________________________________________________________________ 1. CALL TO ORDER A Regular Meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on October 8, 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 Eads Second By Member Specchierla To approve Consent Items 3a.to 3g. Ayes (4): Member M. Eads, Member D. Specchierla, Member P. Patel, and Chair Pearce Absent (3): Member C. Nelson, Member L. Keller, and Member N. Patel CARRIED (4 to 0) Page 27 of 31 2 3.a MINUTES OF TBID REGULAR MEETING ON SEPTEMBER 10, 2025 3.b SMITH TRAVEL REPORT (STR) 3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY REPORT 3.g BADGER BRANDING ORGANIC SOCIAL REPORT 4. PRESENTATIONS 4.a PUBLIC RELATIONS QUARTER REPORT (20 MINUTES) Hayley Corbett from Noble Studios, Autumn Enoch from Uniquely Driven, and Hollie West from the SLO Chamber presented the first quarter report for public relations activities for the SLO TBID. Public Comment: None --End of Public Comment-- 4.b GUEST SERVICES QUARTER REPORT (10 MINUTES) Brianna Harris from the SLO Chamber presented the first quarter report on the Guest Services contract activities for the SLO TBID. Public Comment: None --End of Public Comment-- 4.c CONTENT MARKETING QUARTER REPORT (15 MINUTES) Katy McGrath and Molly Leonardo from Badger Branding presented the first quarter report for the content marketing support and organic social media activities with the SLO TBID. Public Comment: None --End of Public Comment-- Page 28 of 31 3 4.d SECOND QUARTER MEDIA PLAN (10 MINUTES) Drew Uhrig from Noble Studios presented a refresher to the Board on the second quarter media plan. Public Comment: None --End of Public Comment-- 5. BUSINESS ITEMS 5.a MISSION PREP CHRISTMAS CLASSIC (15 MINUTES) Terrance Harris, Head Coach, and Darnell Harris, Director of Advancement and Assistant Coach, from Mission College Prep High School presented request for sponsorship support for the Mission Prep Christmas Classic. Public Comment: None --End of Public Comment-- Motion By: Member Eads Second By: Member P. Patel To approve $15,000 in sponsorship support for the Mission Prep Christmas Classic from the general events promotions budget. Ayes (4): Member M. Eads, Member P. Patel, Member D. Specchierla, and Chair Pearce Absent (3): Member C. Nelson, Member L. Keller, and Member N. Patel CARRIED (4 to 0) 5.b BRAND SENTIMENT STUDY PROPOSAL (15 MINUTES) Haley Corbett from Noble Studios presented the proposal for the revaluation of the Brand Sentiment survey with Wiser Insights to the Board. Public Comment: None Page 29 of 31 4 --End of Public Comment-- Motion By: Member D. Specchierla Second By: Member M. Eads To approve $33,000 for the Brand Sentiment Study #4 with Wiser Insights as a subcontractor of Noble Studios out of the research and program development budget. Ayes (4): Member D. Specchierla, Member M. Eads, Member P. Patel, and Chair Pearce Absent (3): Member C. Nelson, Member L. Keller, and Member N. Patel CARRIED (4 to 0) 6. TBID LIAISON REPORTS & COMMUNICATION 6.a HOTELIER UPDATE TBID board members shared their observations from the past month regarding occupancy and bookings. 6.b MARKETING COMMITTEE UPDATE No marketing subcommittee meeting was held in September. 6.c MANAGEMENT COMMITTEE UPDATE No management subcommittee meeting was held in September 6.d PCC UPDATE Member Specchierla provided a brief update on PCC activities. 6.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 updates on Highway 1 reopening timelines, the Turns Well Taken video shoot, and the return of the seasonal flight from the SLO airport to Las Vegas. 6.f TOURISM PROGRAM UPDATE Economic Development & Tourism Manager Laura Fiedler provided an update on the economic development and tourism program, including the annual report presentation to City Council, TBID renewal process, upcoming sponsored events, and upcoming support local campaigns. Page 30 of 31 5 7. ADJOURNMENT The meeting was adjourned at 11:49 a.m. 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. _________________________ APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/202X Page 31 of 31