HomeMy WebLinkAbout11-17-2025 PCC Agenda Packet - Special Meeting
Promotional Coordinating Committee
AGENDA
Monday, November 17, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
THIS IS A SPECIAL MEETING OF THE PROMOTIONAL COORDINATING COMMITTEE
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 Special Meeting of the Promotional Coordinating
Committee to order.
2.PUBLIC COMMENT FOR ITEMS ON THE AGENDA ONLY
Public Comment will only be accepted for items listed on the agenda.
3.BUSINESS ITEMS
3.a MODIFICATIONS TO THE FY 2025-26 CULTURAL ARTS AND
COMMUNITY PROMOTIONS GRANT AWARDS
5
The committee will review requested modifications to the use of funds
by grant award recipients.
Recommendation:
Recommend that the City Council authorize the City Manager
or her designee to modify allowed uses of grant funding when
executing contracts for the FY 2025-26 Cultural Arts and
Community Promotions (CACP) grant recipients; and
1.
Recommend that the City Council authorize the City Manager
or her designee to use discretion in accepting or rejecting
submitted receipts from the FY 2025-26 grant recipients, in the
amount of up to $100,000, while ensuring overall purpose and
intent remains consistent with recommendations from the
Promotional Coordinating Committee and approval by City
Council.
2.
4.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 26
Item 3a
Promotional Coordinating Committee
Agenda Report
For Agenda of: 11/17/2025
Item Number: 3a
FROM: Laura Fiedler, Economic Development andTourism Manager
Phone Number: (805) 781-7165
E-mail: lfiedler@slocity.org
SUBJECT: 2025-26 CULTURAL ARTS AND COMMUNITY PROMOTIONS GRANT
AWARD MODIFICATIONS
RECOMMENDATION
1. Recommend that the City Council authorize the City Manager or her designee to
modify allowed uses of grant funding when executing contracts for the FY 2025 -
26 Cultural Arts and Community Promotions (CACP) grant recipients; and
2. Recommend that the City Council authorize the City Manager or her designee to
use discretion in accepting or rejecting submitted receipts from the FY 2025-26
grant recipients, in the amount of up to $100,000, while ensuring overall purpose
and intent remains consistent with recommendations from the Promotional
Coordinating Committee and approval by City Council.
BACKGROUND
The FY 2025-26 Cultural Arts and Community Promotions grant cycle was opened on
January 31, 2025, and applications were due on March 17, 2025. The Promotional
Coordinating Committee (PCC) approved recommendations on grant awards on May 14,
2025, and the City Council approved the PCC recommendations on July 15, 2025 (see
Attachment A for the Council Agenda Report that lists the grant recipients and funding
amounts).
Following the City Council approval, staff has been drafting and executing cont racts with
the grant recipients. Two grant recipients, Downtown SLO and the SLO International Film
Festival, contacted staff during this process and requested modifications to their grant
awards.
Downtown SLO
Per the recommendation of the PCC, the City Council awarded Downtown SLO $12,000
for the 2025 Concerts in the Plaza series “to be used towards the media plan as
presented.” Typically, organizations request that the PCC funds media expenses,
however, DSLO has sponsorships with media organizations for Concerts in the Plaza and
receives advertising in-kind. Therefore, DSLO has requested that the PCC funding go
towards the following expenses instead:
Page 5 of 26
Item 3a
Funding expense description Amount requested
Videographer – capture content at two concerts $2,000
Signage, banners, wayfinding, A-frames $4,500
Print: posters, rack cards, mailers, postage $2,000
Pedestrian banners $1,500
Artwork $750
Social media ads/boosts $1,800
TOTAL $12,550
The PCC may consider recommending that the City Council fund the original grant
amount of $12,000 to be used towards the expenses as listed in the table above or a
lesser amount of $10,550 if they would not recommend funding printing expenses
($2,000) for sustainability reasons.
SLO International Film Festival
Per the recommendation of the PCC, the City Council awarded the SLO International Film
Festival (SLOIFF) $6,000 “to be used towards Variety Package only” for the festival
occurring in April 2026. At the time that the CACP grant application was due in March
2025, the SLOIFF had not yet hosted the April 2025 film festival, which included the use
of the Variety magazine promotional package. Following the April 2025 event, the SLOIFF
public relations team evaluated the performance of the Variety package and compared it
against the increased cost for the same package offered for 2026. The public relations
team advised that the Variety package was not recommended for the 2026 SLOIFF and
that advertising dollars would be better spent elsewhere.
The SLOIFF is therefore seeking to amend its FY 2025-26 CACP grant award to target
audiences where they see opportunity for growth, including the film industry and local
younger demographics. Email blasts would encourage people to take advantage of the
See + Stay package, which is an offer providing free festival passes with two-night
bookings during the festival dates in San Luis Obispo.
For PCC consideration for recommendation to City Council, t he proposed alternative
promotional plan would be as follows:
Page 6 of 26
Item 3a
Funding expense description Amount requested
Dedicated MovieMaker Magazine Email Blast (1X) $2,000
Targeted Dedicated Emails to Motion Picture Academy and Writers
Guild of America through Vision Media (3X)
$2,250
Hulu Video Ads – targeted to local viewers $1,000
Mustang News (Cal Poly Webpage Ads) $750
TOTAL $6,000
FY 2025-26 Discretion on Reasonable Modifications
Staff will be convening an ad hoc meeting of PCC members designated during the
October 8, 2025, meeting to review the FY 2026-27 grant award program for
opportunities for process improvements. As an interim step to ensure greater efficiency
and process improvement for the execution of grants for this current FY 2025 -26 grant
cycle, if recommended by the PCC, staff will request City Council to authorize the Citty
Manager or her designee to use discretion in accepting or rejecting submitted receipts
from the FY 2025-26 grant recipients, while ensuring overall purpose and intent remains
consistent with recommendations from the Promotion al Coordinating Committee and
approval by City Council.
NEXT STEPS
Following PCC consideration and vote on these grant award modifications, th e resulting
recommendation(s) will be taken to City Council for consideration on their December 2,
2025, meeting.
ATTACHMENTS
A - Council Agenda Report for Item 6i from July 15, 2025
Page 7 of 26
Page 8 of 26
Item 6i
Department: Administration
Cost Center: 1006 and 1007
For Agenda of: 7/15/2025
Placement: Consent
Estimated Time: N/A
FROM: Greg Hermann, Deputy City Manager
Prepared By: Jacqui Clark-Charlesworth, Tourism & Community Promotions Manager
SUBJECT: Adoption of FY 2025-26 COMMUNITY PROMOTION PROGRAMS for
Tourism business improvement District (TBID) and Promotional
coordinating committee (PCC)
RECOMMENDATION
As recommended by the Tourism Business Improvement District (TBID) Board and the
Promotional Coordinating Committee (PCC):
1. Authorize the City Manager to enter into various contracts for the TBID not to
exceed the 2025-26 budget of $1,900,458 (excludes staffing costs), based on the
recommendations by the TBID Board; and
This includes approval of the funding for the second year of the contract
with Noble Studios for marketing services in the amount of $1,250,000; and
The funding of the contract with Badger Branding for content marketing
services in the amount of $107,700; and
2. Authorize the City Manager to use the TBID Fund Balance for tourism marketing
expenditures in 2025-26 in accordance with TBID use of revenue policy;
3. Authorize the City Manager to enter into various contracts and program
expenditures for Community Promotions not to exceed the 2025 -26 program
budget of $367,000 (excludes staffing costs) based on the recommendations by
the PCC; and
This includes the 2025-26 Cultural Arts & Community Promotions (CACP)
allocations in the amount of $100,000 and authorization to execute
individual agreements with each grant recipient.
REPORT-IN-BRIEF
Two of the core programs within the City’s Office of Economic Development & Tourism
are the Tourism Business Improvement District (TBID) and the Promotional Coordinating
Committee (PCC). While these advisory bodies have separate program functions and
budgets, together they both work to promote San Luis Obispo locally, regionally,
nationally and internationally.
Tourism Business Improvement District
Page 109 of 251Page 9 of 26
Item 6i
After thorough review and consideration, the TBID Board has identified program priorities
and budget allocations for the focus of the TBID marketing efforts in fiscal year 2025 -26.
The list below includes the most notable allocations (Attachment A – TBID FY26 Line
Item Budget):
1. Tourism Marketing Services with Noble Studios: $1,250,000
The TBID will maintain their largest budget allocation (approximately 57%) towards the
marketing service agreement with the contracted agency-of-record, Noble Studios. This
will be the second year of a two-year contract.
2. Content Marketing Services with Badger Branding: $107,700
To efficiently manage the organic content channels through various social media
networks, the TBID will continue to retain the local content marketing provider Badger
Branding for strategy, execution, and management. This is a new one -year contract with
this vendor.
3. SLO Chamber of Commerce Contract Services: $105,475
Fiscal year 2025-26 will include a one-year agreement with ability to extend or amend for
an additional year with the San Luis Obispo Chamber of Commerce for the shared
services in partnership with the PCC for Guest Services ($51,975) and Public Relations
Services ($50,000 plus $3,500 for hard costs related to media monitoring service).
4. Cal Poly Athletics Partnership: $65,000
Fiscal year 2025-26 will include the first year of a two-year partnership agreement with
Cal Poly Athletics to promote collaboration between local hotels and the lodging needs of
the Cal Poly Athletic program.
5. Sustainable SLO Initiative: $22,199
The TBID will continue to allocate 1% of TBID revenue in the 2025 -26 fiscal year to Keys
for Trees, a sustainability initiative in partnership with ECOSLO aimed at offsetting the
carbon impact of visitors in the community.
6. Membership in Industry Associations & Promotional Cooperative Marketing
Programs: $73,540
The TBID will invest collectively approximately $43,540 in fiscal year 2025-26 to maintain
membership in organizations including Central Coast Tourism Council, California Travel
Association, California Hotel and Lodging Association, and SLO Coast Wine Collective.
In addition, the TBID has budgeted $30,000 for cooperative marketing opportunities with
these organizations and others.
7. Events and Promotions: $82,250
The TBID has budgeted up to $50,000 for general event promotion and sponsorships,
plus $7,250 for event activations and collateral, and $25,000 for seasonal promotions.
Page 110 of 251Page 10 of 26
Item 6i
8. Research and Program Development: $45,000
In FY 25-26, the TBID plans to invest up to $45,000 in funding for various program
development and research initiatives, including an updated brand sentiment research
study.
9. Resource Contingency Fund: $85,000
The TBID has budgeted approximately $85,000 in other contract services for a resource
contingency to be used to support the growing program need to complete the various
work programs.
10. Program Contingency Fund: $7,550
The TBID has allocated an operating program contingency of $7,550 for the funding of
opportunity projects that may arise during the fiscal year.
Promotional Coordinating Committee
As stated in the PCC Advisory Body Bylaws:
The purpose of the PCC is to advise the Council in working to improve the quality
of life for all City residents and our visitors. The Committee recommends projects
to help promote the City as a regional trade, recreation, and tourist center,
consistent with community goals.”
The PCC has identified allocations within its program budget to support this purpose and
to advance community promotions. The following program priorities and budget
allocations are the focus of the community promotions efforts in fiscal year 2025 -26
Attachment B – PCC FY26 Line-Item Budget):
1. Cultural Arts and Community Promotion (CACP) Grant program: $100,000
The Cultural Arts and Community Promotion (CACP) grant program will continue in FY
2025-26. The PCC maintained the available budget for CACP grants at $100,000 from
the FY 2024-25 Community Promotions program budget and is recommending that full
amount in funding based on the extensive application review and evaluation process.
2. SLO Chamber of Commerce Contract Services: $208,757
Fiscal year 2025-26 is proposed to include funding for a one-year agreement with ability
to extend or amend for an additional year with the San Luis Obispo Chamber of
Commerce for the shared services in partnership with the TBID for Guest Services
121,275) and Public Relations Services ($50,000) through contracted work efforts. In
addition, the PCC will maintain a one-year agreement for Grant Promotional Support
30,000).
3. ARTober: $10,000
In 2023, the PCC created ARTober, a program celebrating National Arts & Humanities
Month during the month of October and providing a new community activation. The PCC
Page 111 of 251Page 11 of 26
Item 6i
has set aside funding to contract with Verdin Marketing for up to $10,000 for the execution
of paid media hard costs for ARTober, a program in alignment with the adopted 2025 -27
Major City Goal work efforts surrounding supporting the cultural arts and promoting the
city as an appealing community for people to live, work, visit and invest.
4. Lunar New Year Activation: $19,500
The PCC has allocated $19,500 in its 2026 budget to fund a Lunar New Year celebration,
building on its previous support of the 2024 event in Historic Chinatown. This investment
aligns with PCC priorities and the 2025–27 Major City Goals to support Downtown vitality,
support diverse community engagement and representation, and foster economic
resilience and cultural vitality.
5. Community Placemaking & Cultural Vitality Projects: $20,000
The PCC has earmarked $20,000 to fund additional projects that enhance quality of life
in San Luis Obispo through placemaking, cultural vitality, and community promotion. This
will include a targeted promotion in FY2025–26 to support customer-facing businesses
by increasing visibility, driving foot traffic, and boosting local economic activity —
advancing key City goals around cultural vitality, economic resilience, and fiscal
sustainability.
POLICY CONTEXT
As referenced in the City’s Municipal Code, Section 12.42.030 (Authorized Use), TBID
revenue is used for the promotion of tourism.1 1
DISCUSSION
Background
With the adoption of the 2025-27 Financial Plan, the City Council initially approved the
program budget and defined the work program for the Community Promotions program
for the PCC and the TBID.
Based on the allocated program budgets, both advisory bodies established
recommendations for use of funding in FY 2025-26 with respective contract
considerations. Both programs are overseen and administered by advisory bodies to the
City Council. The PCC makes recommendations regarding the use of Community
Promotions funding and the TBID Board recommends the use of the TBID assessment.
Tourism Business Improvement District (TBID)
1 12.42.030 – Authorized Use: A. The general promotion of tourism within the district is to include costs as
specified in the business plan to be adopted annually by the city council.
Page 112 of 251Page 12 of 26
Item 6i
The TBID began the program development and budget allocation process in February
2025 with a fund balance and budget update presentation followed by discussing the
goals, priorities, and direction for the FY2025-26 program. During this process, the TBID
Board communicated the importance of continuing to align the budget direction, program
priorities and funding commitments with the implementation of the imperatives outlined in
the recently updated 2025-2030 TBID Strategic Plan, as well as the two-year TBID
Strategic Marketing & Business Plan.
The TBID strategic objectives are to:
1. Ensure Organizational Excellence
2. Deliver Smart Growth
3. Build Meaningful Partnerships
4. Activate the SLO Life
Noble Studios & Uniquely Driven
Fiscal year 2025-26 will be the second year of a new Main Services Agreement with Noble
Studios for comprehensive marketing services, which include Brand Strategy &
Management, Account Strategy & Project Management, Creative Services, Paid Media
and Search Strategy & Management, Website Maintenance & Services, Content
Development & Reporting. In spring of 2024, the TBID completed a thorough Marketing
Service RFP evaluation and interview process, ultimately selecting Noble Studios to
continue as the TBID agency-of-record. During the May 1, 2024 meeting, the TBID Board
approved the selection of Noble Studios as the TBID agency-of-record, and then on May
22, 2024, the Board approved the FY 2024-25 allocation of funding totaling $1,250,000
for the contract which includes $98,400 to public relations through a subcontractor
partnership with Uniquely Driven, a national boutique public relations firm.
Badger Branding
Badger Branding serves as the Content Agency for the TBID. Services provided by this
contractor include the development and implementation of a Social Media Marketing
Strategy, Online Community Engagement, Content Creation and Procurement, and
Analysis and Reporting for the TBID’s Visit San Luis Obispo and ShareSLO social media
accounts. The initial contract between the City and the Badger Branding fo r the TBID
began in September 2021. In FY 2025-26, the TBID will utilize the City’s approved on-call
consultant agreement with Badger Branding for the content marketing contracted
services. The TBID Board has recommended the allocation of $107,700 to Badge r
Branding for content marketing services in FY 2025-26.
SLO Chamber of Commerce
Page 113 of 251Page 13 of 26
Item 6i
The TBID continues to partner with the San Luis Obispo Chamber for Commerce for the
continuation of various contracts including Public Relations and Guest Services, and
currently the TBID maintains two-year services agreements with the San Luis Obispo
Chamber for Commerce for those work programs in partnership with the PCC. In fiscal
year 2025-26, the TBID Board has recommended funding the first year of the Public
Relations contract in the amount of $50,000, the first year of the Guest Services
agreement in the amount of $51,975 which includes the continuation of the phone &
website chat availability service and the special promotions support service, and finally
the media monitoring service expenditure of $3,500 to support a joint service with the
PCC to monitor media pick-up and story production.
Industry Associations & Programs
The Board also considered membership and programs with the following industry
associations within California:
1. Central Coast Tourism Council (CCTC): The Board has recommended maintaining
membership with the CCTC in the amount up to $1,000.
2. California Travel Association (CalTravel): The Board has recommended
membership of the CalTravel organization in the amount up to $1,000.
3. SLO Coast Wine Collective: The Board has recommended membership with the
SLO Coast Wine Collective in the amount up to $5,000.
4. California Hotel and Lodging Association (CHLA): The Board has recommended
investment in the TBID constituent membership in the amount of $34,010.
In addition, the TBID will be partnering for the fourth year with the Office of Sustainability
and ECOSLO on the continuation of the Keys for Trees initiative aimed at offsetting the
carbon impact of visitors in San Luis Obispo. The TBID has allocated 1% of the 2025 -26
projected revenue, approximately $22,000, to this program.
The remaining TBID program funds ($200,790) are allocated to program expenses
including cooperative marketing opportunities with organizations like Visit SLO CAL or
Central Coast Tourism Council (CCTC), funding for additional resources needs,
attendance at industry conferences and additional partnerships and event sponsorships,
investment in organizational services, and marketing and promotional initiatives.
These expenditures and contract commitments have been reviewed and approved by the
TBID Board and the final complete line-item budget allocations were approved by TBID
Board for recommendation to City Council at the TBID Board meeting held on May 14,
2025. (Attachment C – May 14, 2025 TBID Minutes)
Promotional Coordinating Committee (PCC)
The purpose of the PCC is to enhance the quality of life for residents of San Luis Obispo
and to enhance the experience for visitors to San Luis Obispo. This mission was the
Page 114 of 251Page 14 of 26
Item 6i
guiding force behind the budget consideration for the PCC. During the May 14, 2025
meeting, the PCC finalized the FY 2025-26 budget allocations, including the continuation
of Guest Services and Public Relations efforts, strategic initiative investment for
community placemaking and recovery efforts, and the funding of the Promotional Grant
program of CACP (Attachment D – May 14, 2025 PCC Minutes).
SLO Chamber of Commerce
As stated above, FY 25-26 will commence one-year agreements with the San Luis Obispo
Chamber of Commerce for various contract partnerships including Public Relations,
Guest Services and Grant Promotional Support. The City through the PCC, continues to
partner with the San Luis Obispo Chamber of Commerce for the continuation of various
services like the production of the printed tear-off maps that are resources for visitors and
residents. The City has a long partnership with the San Luis Obispo Chamber of
Commerce for these work programs, and the SLO Chamber is uniquely suited to perform
this work on behalf to the City through the PCC. Currently the PCC maintains one-year
services agreements with the San Luis Obispo Chamber of Commerce for those work
programs. The PCC has recommended funding year one of the contracts, including:
1. Public Relations in the amount of $50,000 plus $3,000 for hard costs related to
media monitoring service.
2. Guest Services the amount of $121,275.
3. Grant Promotional Support: in the amount of $30,000 for the support of CACP
grant awardees with promotional services.
4. Funding up to $7,500 for printing of maps and materials like the downtown tear-off
map and neighborhood maps.
Cultural Arts and Community Promotions (CACP) Grant Program
The PCC has been offering promotional grant funding for decades, in which local non -
profit organizations can utilize the funding to promote the cultural, recreational, or social
activities in our community. The Cultural Arts and Community Promotions Grant (CACP)
maintains a competitive annual application for funding and allows for multiple
organizations to apply under a single non-profit fiscal sponsor.
The PCC maintained the historical allocation of $100,000 for the FY24 -25 Community
Promotions program budget for events occurring July 1, 2025 – June 30, 2026. The grant
cycle was opened on January 31, 2025, and applications were due on March 17, 2025.
Notices were placed throughout City channels to advertise the availability of the grant
funding application for local non-profit organizations. Additionally, previous grant
recipients are notified via email regarding the grant availability. On February 11, 2025,
the PCC held a mandatory meeting with all interested organizations to introduce the grant
funding criteria used during the evaluation process and answer any questions from the
applicants. At deadline for grant application submittal, the City had received 27
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Item 6i
applications with funding requests amounting to $206,825. CACP applications can be
reviewed in the Council Reading File.
Page 116 of 251Page 16 of 26
Item 6i
Organization
Name
Event Name Recommendations Specific Items
Cal Poly
Corporation
Cal Poly Arts 2025-
2026 Dance Series $ 6,000.00 To be used towards media plan as presented. Canzona Women's
Ensemble Heart Strings $ 1,000.00 To be used towards media plan as presented.
Central Coast
Childbirth Network
Central Coast
Childbirth Network $ 1,300.00
To be used towards media plan with the
exception of printed flyers.
Central Coast
Comedy Theater
SLO One-Day
Improv Festival $ 2,000.00
To be used towards media plan with the
exception of printed ads.
Central Coast
Shakespeare
Central Coast
Shakespeare $ -
Not eligible for funding due to incomplete
application, specifcially overall budget section.
City Farm SLO
5th Annual Sheep
Shearing Shindig $ 3,000.00 To be used towards media plan as presented. Civic Ballet of San
Luis Obispo
The Wonderful
Wizard of OZ $ 3,000.00 To be used towards media plan as presented.
Diversity Coalition
San Luis Obispo
Women of Color
Symposium $ 4,000.00
To be used towards media plan with the
exception of print.
Downtown SLO
Concerts in the
Plaza $ 12,000.00 To be used towards media plan as presented.
ECOSLO
Creeks to Coast
Cleanup $ 3,000.00
To be used towards media plan as presented
with the exception of print.
Girl Scouts of
California's Central
Coast
Grandparents and
me Dance $ -
Not recommended for funding due to limited
reach to CACP's intended audience. See 6.g.
of Program Specifications & Guidelines.
History Center of
San Luis Obispo
Family Day at the
Dallidet $ 1,500.00 To be used towards media plan as presented.
History Revisited
39th Annual Central
Coast Renassance $ 9,000.00 To be used towards media plan as presented.
Hospice of San Luis
County Light Up a Life $ 1,250.00
To be used towards media plan as presented
with the exception of print and bulk mailers.
Latino Outreach
Council Dia De Los Muertos $ 6,000.00
To be used towards advertising and marketing,
not entertainment or talent for event.
Orchestra Novo, Inc
Silent Movie with
Live Orchestra $ 3,000.00
To be used towards media plan as presented
with the exception of print.
Saint Andrew Greek
Orthodox Church
San Luis Obispo
Greek Festival $ 4,500.00 To be used towards media plan as presented.
San Luis Obispo
International Film
San Luis Obispo
International Film $ 6,000.00 To be used towards Variety Package only.
San Luis Obispo
Master Chorale
Year Round Events
to accumulate
Festival $ 2,500.00
To be used towards marketing of single series
or a single event.
San Luis Obispo
Repertory Theatre
Million Dollar
Quartet $ 8,300.00
To be used towards media plan as presented
with the exception of printed mailers.
Senior Nutrition
Program of San
Luis Obispo Laguna Lake Park $ -
Not eligible for funding due to event having a
primary purpose of fundraising and not meeting
goals of CACP grant intention. See 7.d. of
Program Specifications & Guidelines.
SLO County Arts
Council Art After Dark $ 5,075.00
To be used towards social media, email
marketing and local media partnerships only.
SLO Beaver
Brigade
4th Annual SLO
County Beaver
Festival $ 5,075.00
To be used towards media plan as presented
with the exception of printed mailers. SLO Climate
Coalition SLO Earth Fest $ 4,750.00 To be used towards media plan as presented.
San Luis Obispo
Museum of Art
Admission-free
exhibitions and
public programs at $ 6,500.00
To be used towards media plan as presented
with the exception of printed mailers.
SLO Overdose
Awareness Day
SLO Overdose
Awareness Day $ 1,250.00
To be used towards video production, not hair
and makeup.
The Monday Club
An Invitation to the
The Hill Fashion
Review $ -
Not eligible for funding due to event having a
primary purpose of fundraising and not meeting
goals of CACP grant intention. See 7.d. of
Program Specifications & Guidelines. Page 117 of 251Page 17 of 26
Item 6i
The PCC’s CACP subcommittee met to review the applications, compare the requests to
the grant criteria, and allocate funding accordingly. On May 14, 2025, the PCC held a
public hearing with all applicants to allow for public comment before the recommendation
was forwarded to the City Council for consideration and approval. The committee
received four public comments from the grant applicants and ultimately approved the
recommendation for the FY 2025-26 funding allocations to 23 organizations. (Attachment
E – FY 25-26 CACP Funding Recommendations).
Due to an administrative oversight, one CACP grant application submitted by the SLO
Symphony was inadvertently excluded from the review process and, as a result, omitted
from the PCC’s funding recommendations. Staff contacted SLO Symphony to understand
the potential impact and based on that discussion determined that in -kind marketing as
well as promotional support – equivalent to what would have otherwise been provided to
grantees – would be sufficient resolution. Staff will move forward with providing this
support and have implemented revisions to the grant review process to prevent this error
from occurring in the future.
ARTober
The PCC has allocated up to $10,000 to support paid media and marketing opportunities
for the third year of ARTober, a celebration of National Arts & Humanities Month in San
Luis Obispo. The program, which also includes Piano in the Plaza, is designed to engage
the community, promote awareness, and support nonprofit organizations in the arts,
culture and humanities sector. ARTober specifically ties into the adopted 2025 -27 Major
City Goal work efforts to support the cultural arts and promote the city as an appealing
community for people to live, work, visit, and invest. The PCC contracts with Verdin
Marketing for the creative, management and paid media portions of this program and has
set aside $10,000 for paid media budget in October 2025. Verdin Marketing already
initiated the planning, creative development, and management of ARTober 2025, with this
portion of the contract funded through FY 2024 –25 budgeted funds.
Lunar New Year
The PCC previously supported components of the 2024 celebration in Historic Chinatown
and seeks to build on that engagement in a more robust way. The committee has
expressed its intent to support a Lunar New Year celebration and has allocated $19,500
in its budget for this purpose in 2026. This investment aligns with the PCC’s strategic
objectives and supports the adopted 2025–27 Major City Goals to improve the local
business environment, support Downtown vitality, help businesses thrive, promote the
City as an appealing community for people to live, work, visit, and invest, and support
increased access and belonging for all community members.
Page 118 of 251Page 18 of 26
Item 6i
Community Placemaking & Cultural Vitality Projects
The PCC has earmarked $20,000 in funds for the development of additional projects that
enhance the quality of life in San Luis Obispo through strategic placemaking, cultural
vitality investments, or community promotion efforts. This funding aligns with the adopted
2025–27 Major City Goal work efforts and will include a targeted promotion aimed at
supporting customer-facing businesses throughout the city. Such a promotion would be
designed to drive foot traffic, increase visibility for local businesses, and stimulate
community-wide economic activity, helping businesses thrive. By fostering greater
community engagement and visitation, this effort would reinforce San Luis Obispo’s
cultural vitality, economic resilience, and fiscal sustainability.
The remaining Community Promotions program funds are allocated to program expenses
including attendance at industry conferences, additional partnerships, and marketing and
promotional initiatives.
Previous Council or Advisory Body Action
The following advisory body actions were taken to support these recommendations:
1. PCC approval of the contract and line-item budget allocations on May 14, 2025,
for recommendation to City Council.
2. PCC approval of CACP grant awards on May 14, 2025, for recommendation to
City Council.
3. TBID approval of contract and line-item budget allocations on May 14, 2025 for
recommendation to City Council.
Public Engagement
All TBID and PCC meetings were noticed in accordance with Brown Act standards. The
public will also have the opportunity to provide public comment before or during the July
15, 2025 City Council meeting.
ENVIRONMENTAL REVIEW
The California Environmental Quality Act (CEQA) 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
Page 119 of 251Page 19 of 26
Item 6i
Fiscal Analysis:
On page 54 of the adopted FY 2025-27 Financial Plan, the projected Transient
Occupancy Tax (TOT) in FY 25-26 is $11,099,705. The TBID revenue projection is based
upon 20% of the TOT, making the FY 2025-26 TBID revenue budget projected at
2,219,941.
Staff recommends that the Council authorize the City Manager to enter into various
contracts and program expenditures as outlined in this report and at the recommendation
of the TBID Board. It is the fiscal responsibility of the TBID to utilize the maximum amount
of revenue each year to further the marketing reach through the district’s promotional
efforts. Staff also recommends the Council authorize the City Manager to use the TBID
Fund Balance for tourism marketing expenditures in 2025-26 in accordance with TBID
use of revenue policy.
The total FY 25-26 program budget for Community Promotions (PCC) is $398,545, as
can be referenced on page 432 of the City’s adopted FY 25-27 Financial Plan.
Funding
Sources
Total Budget
Available
Current
Funding
Request
Remaining
Balance
Annual
Ongoing
Cost
General Fund:
Community
Promotions
398,545 $398,545 $0 $0
State
Federal
Fees
Other: TBID
Fund
2,219,941 $2,219,941
Total $2,618,486 $2,618,486 $0 $0
ALTERNATIVES
The Council could choose to fund the contracts or program allocations at different
levels or modify the scope of services. The proposed expenditures are the result of
careful review, public input, discussion, and negotiations between the parties.
ATTACHMENTS
A – TBID FY26 Line-Item Budget
B – PCC FY26 Line-Item Budget
C – May 14, 2025 TBID Minutes
D – May 14, 2025 PCC Minutes
E – FY 25-26 CACP Funding Recommendations
Page 120 of 251Page 20 of 26
TBID Budget 2025-26
Income Source 2025-26
TOT Revenue Assumption (City) $ 11,099,705
TBID Assessment (20% of TOT Revenue)2,219,941$
Carryover/Available Fund Balance Transfer
TBID Program Budget 2,219,941$
Fund Reserve 200,000$
Expenditure FY 25-26 Notes
Operations/Staffing
Administration Overhead (2% of TBID Assessment)44,399$
Staffing (1 FTE & .5 FTE)275,084$
Resource Contingency 85,000$
Contracts & Marketing Services
Marketing Contract - Noble Studios 1,250,000$ Second year of new contract
PR- Chamber of Commerce 50,000$
One-year agreement; 50/50
spilt with PCC
Guest Services- Chamber of Commerce 51,975$
One-year agreement; 70/30
split with PCC
Media Monitoring Service Fee - Chamber of Commerce 3,500$
Pass through and one-year
agreement; 50/50 spilt with
PCC
Co-op Marketing Program Funding 30,000$
Strategic and destination
partner co-ops
Content Marketing Services - Badger Branding 107,700$
Increased contract under City
vendor agreement
Partnerships
Cal Poly Athletics 65,000$
First year of 2-year
agreement
EcoSLO - Sustainability Initiative 22,199$
Continuation of Keys for
Trees program; 1% of
projected TBID revenue
SLO Coast Wine Collective Membership 5,000$
1-year partnership
agreement
Events & Promotions
General Events Promotion 50,000$
For events and partnerships
deemed appropriate by TBID
Event Activation + Collateral 7,250$
Approved for staff use on
purchase of small swag;
banner printing; and event
activation expenses
Seasonal Promotion 25,000$
Intended for reimagination of
MidWeekend promotion
Tradeshows
Tradeshows 18,000$
For TBID participation in IPW,
Visit SLO CAL missions and
other tradeshow
opportunities
Tourism Conferences 7,500$
For staff attendance at
industry conferences like
VCA Outlook Forum, CCTC
fall + spring retreats, etc.
Tourism Organizations
CCTC Dues 950$
Membership fee for regional
organization
Smith Travel Report 2,580$ Split 50/50 with ED
CalTravel Membership 1,000$
Membership fee for
statewide organization
California Hotel & Lodging Association 34,010$
Earmarked funds for CHLA
membership; final amount
TBD
Research + Program
Research + Program Development 45,000$
Brand sentiment study
update
Support/ Meetings
Tourism Program Expenses 7,500$ Miscellaneous staff expenses
FAM Trip Hosting 15,000$
Hosting partners, media and
trade
Services/Online Tools/Fulfillment (Dropbox, Crowdriff, Survey
Monkey)8,500$ Hard costs
Contingency
Contingency Fund 7,550$
To be allocated by TBID
Board as needs and
opportunities arise
Total Committed 2,219,697$
Funds Remaining 244$
Total 2,219,941$
Page 121 of 251
Page 21 of 26
Page 122 of 251Page 22 of 26
Budget 2025-26 FY 26 Projected
Budget 398,545$
Carryover
Total Budget 398,545$
Expenditure
2025-26 Notes
Expenditure
Grant Funding 100,000$ Funding available for CACP Grants
Grant Promotional Contract 30,000$
Grant Support agreement w SLO Chamber; one-
year agreement
Community Placemaking & Cultural Vitality Projects 20,000$
Available for projects deemed important by
the PCC to advance the goals of the committee
ARTober 10,000$
Available for paid media and promotions as
part of ARTober campaign.
Lunar New Year Activation 19,500$
Available to support a 2026 Lunar New Year
celebration.
Guest Services 121,275$
Agreement w SLO Chamber; Shared
commitment w TBID - 70/30 spilt PCC/TBID;
one-year agreement
PR Contract 50,000$
Agreement w SLO Chamber; Shared
commitment w TBID - 50/50 spilt PCC/TBID;
one-year agreement
Media Monitoring Service 3,500$
Agreement w SLO Chamber; Shared
commitment w TBID - 50/50 spilt PCC/TBID;
one-year agreement
Tear-off Maps 7,500$
Agreement with the SLO Chamber to update
design and reprint downtown tear-off maps
Support Cost 5,000$
Staff expenses: meetings, materials,
conferences/travel etc.
Administration 31,547$
Staff salary - to be adjusted by Finance & HR
based on actuals
Total Committed 398,322$
223$
Updated 07/02/2025
Community Promotions Budget Worksheet
Page 123 of 251
Page 23 of 26
Page 124 of 251Page 24 of 26
1
Tourism Business Improvement District Board Minutes
May 14, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Present:
TBID Board Absent:
City Staff Present:
Member Lori Keller, Member Christine Nelson, Member Prashant
Patel, Member Dante Specchierla, Vice Chair Clint Pearce, Chair
Lydia Bates
Member Nipool Patel
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth and Laura Fiedler, Economic Development & Tourism
Manager
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on May 14, 2025 at 10:04 a.m. in the Council
Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Bates.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
End of Public Comment--
3. APPOINTMENTS - OATH OF OFFICE
City Clerk Teresa Purrington administered the Oath of Office to Christine Nelson.
4. BOARD INTRODUCTIONS
Board, staff and contractors introduced themselves.
5. CONSENT
Motion By Member P. Patel
Second By Member L. Keller
To approved Consent Items 5a to 5g.
Page 125 of 251Page 25 of 26
2
Ayes (6): Member P. Patel, Member Specchierla, Member Nelson, Member
Keller, Vice Chair Pearce, and Chair Bates
Absent (1): Member N. Patel
CARRIED (6 to 0)
5.a MINUTES OF TBID REGULAR MEETING ON APRIL 9
5.b SMITH TRAVEL REPORT (STR)
5.c TRANSIENT OCCUPANCY TAX (TOT) REPORT
5.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT
5.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT
5.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
5.g BADGER BRANDING ORGANIC SOCIAL REPORT
6. PRESENTATIONS
6.a GALA PRIDE & DIVERSITY CENTER PARTNERSHIP UPDATE (15 MIN)
Julia Thompson from Gala Pride & Diversity Center presented an update
on the organization's overall status and TBID's current partnership
contract deliverables.
Public Comment:
None
End of Public Comment--
Action: No action taken on this item.
6.b CONTENT MARKETING QUARTER REPORT (20 MIN)
Representatives from the Badger Branding presented the third quarter
report for the content marketing support and organic social media
activities with the SLO TBID.
Public Comment:
None
End of Public Comment--
Page 126 of 251Page 26 of 26