HomeMy WebLinkAbout05-14-2025 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, May 14, 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 Bates 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.APPOINTMENTS - OATH OF OFFICE
Christine Nelson appointed by the City Council on April 1, 2025 will take the
oath of office to serve on the TBID Board.
4.BOARD INTRODUCTIONS
Board, staff and contractors will introduce themselves.
5.CONSENT
5.a MINUTES OF TBID REGULAR MEETING ON APRIL 9 5
5.b SMITH TRAVEL REPORT (STR)9
5.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 11
5.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 13
5.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 23
5.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
25
5.g BADGER BRANDING ORGANIC SOCIAL REPORT 31
6.PRESENTATIONS
6.a GALA PRIDE & DIVERSITY CENTER PARTNERSHIP UPDATE (15
MIN)
Representative from Gala Pride & Diversity Center will share an update
on the organization's overall status and TBID's current partnership
contract deliverables.
6.b CONTENT MARKETING QUARTER REPORT (20 MIN)
Representatives from the Badger Branding will present the third quarter
report for the content marketing support and organic social media
activities with the SLO TBID.
7.BUSINESS ITEMS
7.a TBID CONTRACT APPROVALS (20 MIN)
The Board will approve the contractor agreements including one-year
agreements with Badger Branding for organic content market, SLO
Chamber for Guest Services and Public Relations, and a two-year
agreement with Cal Poly Athletics.
7.b FY 2025-26 TBID PROGRAM BUDGET (25 MIN)
The Board will finalize and approve the FY 25-26 TBID budget and
program allocations as recommended by Management Committee for
recommendation to City Council.
7.c SUMMER SUPPLEMENTAL PAID MEDIA PLAN (15 MIN)
The Board will consider investing in a supplemental paid media plan for
the summer months.
7.d BOARD LIASON PROGRAM AND ASSIGNMENTS (10 MIN)
The Board will review the liaison program for discussion and assign
property liaisons for the remainder of FY25 and FY26.
8.TBID LIAISON REPORTS & COMMUNICATION
8.a HOTELIER UPDATE
8.b MARKETING COMMITTEE UPDATE
8.c MANAGEMENT COMMITTEE UPDATE 41
8.d PCC UPDATE
8.e VISIT SLO CAL UPDATE
8.f TOURISM PROGRAM UPDATE
9.ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board
is scheduled for June 11, 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
April 9, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Lori Keller, Member Nipool Patel, Member Dante
Specchierla, Vice Chair Clint Pearce, Chair Lydia Bates
TBID Board Absent:
City Staff Present:
Member Prashant Patel, Member Lori Keller left at 11:10 a.m.
and Member Nipool Patel left at 11:30 a.m.
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth, 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 April 9, 2025 at 10:00 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 Dante
Specchierla.
4. BOARD INTRODUCTIONS
5. CONSENT
Motion By Member Nipool Patel
Second By Vice Chair Pearce
Page 5 of 41
2
Ayes (5): Member Keller, Member N. Patel Member Specchierla, Vice Chair
Pearce, and Chair Bates
Absent (1): Member Prashant Patel
CARRIED (5 to 1)
5.a MINUTES OF TBID REGULAR MEETING ON MARCH 12
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 TOURISM ECONOMICS CO-OP UPDATE (15 MIN)
Molly Cano, Vice President of Marketing from Visit SLO CAL presented
the findings from the Economic Impact Study and Lodging Forecast co -
ops with Tourism Economics.
Public Comment:
None
-- End of Public Comment--
6.b MARKETING SERVICES QUARTER REPORT (15 MIN)
Haley Corbett and Drew Uhrig from Noble Studios and Yanick Dalhouse,
and Autumn Enoch from Uniquely Driven presented the third quarter
report for the marketing and public relations activities for the SLO TBID.
Public Comment:
None
--End of Public Comment--
6.c PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT (15
MIN)
Page 6 of 41
3
Brianna Harris and Hollie West from the SLO Chamber presented the third
quarter report on the Guest Services and Public Relations contract
activities with the SLO TBID.
Public Comment:
None
--End of Public Comment--
6.d CONTENT MARKETING QUARTER REPORT (15 MIN)
Continued to the May 14, 2025 meeting.
7. BUSINESS ITEMS
7.a TBID ANNUAL CONTRACTOR PROPOSALS
7.a.1 Cal Poly Athletics - Sponsorship (15 MIN)
Heather Hellman, General Manager of Mustang Sports Properties,
presented the FY24-25 recap and FY25-26 TBID Proposal.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
7.a.2 San Luis Obispo Chamber of Commerce - Guest Services &
Public Relations (15 MIN)
Jim Dantona, Hollie West, and Brianna Harris of the San Luis
Obispo Chamber of Commerce presented the FY 25-26 proposals
for Guest Services, Public Relations and Media Monitoring
Services.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item
7.a.3 Badger Branding - Content Marketing Services (15 MIN)
Molly Burchett and Katy McGrath of Badger Branding presented the
FY 25-26 Content Marketing proposal for the SLO TBID.
Page 7 of 41
4
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item
7.b BOARD LIASON PROGRAM AND ASSIGNMENTS (10 MIN)
Continued to the May 14, 2025 meeting.
8. TBID LIAISON REPORTS & COMMUNICATION
8.a HOTELIER UPDATE -None
8.b MARKETING COMMITTEE UPDATE- None
8.c MANAGEMENT COMMITTEE UPDATE- None
8.d PCC UPDATE
Chair Bates provided a brief update on PCC activities.
8.e VISIT SLO CAL UPDATE
Vice Chair Clint Pearce and Tourism & Community Promotions Manager
Jacqui Clark-Charlesworth provided a brief update on Visit SLO CAL
activities.
8.f TOURISM PROGRAM UPDATE
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on the tourism program.
9. ADJOURNMENT
The meeting was adjourned at 12:09 p.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for May 14, 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 8 of 41
APRIL 2025
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 63.54 74.62 66.71 178.12 191.13 182.28 113.18 142.62 121.59 -0.97 0.91 -0.38 0.69 -1.29 0.05 -0.29 -0.40 -0.32
City of Paso Robles 57.62 76.45 63.00 147.64 222.05 173.44 85.08 169.76 109.27 -12.10 6.67 -6.39 -9.85 -17.94 -11.64 -20.76 -12.47 -17.28
City of Pismo Beach 56.42 81.25 63.51 182.99 266.14 213.38 103.24 216.24 135.53 -23.20 2.28 -15.51 -15.90 0.53 -7.96 -35.41 2.82 -22.23
City of San Luis Obispo 65.76 80.20 69.89 150.95 217.42 172.74 99.27 174.37 120.73 -15.07 0.11 -10.63 -11.13 1.58 -5.50 -24.53 1.69 -15.54
City of Morro Bay 52.12 73.89 58.34 111.07 162.52 129.69 57.89 120.09 75.66 -17.29 1.83 -11.26 -13.77 -5.47 -8.93 -28.68 -3.74 -19.18
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 67.20 76.09 69.74 187.32 204.69 192.73 125.87 155.75 134.41 6.42 6.21 6.35 3.29 3.18 3.25 9.92 9.59 9.81
City of Paso Robles 71.25 91.64 77.07 159.43 291.66 204.35 113.60 267.28 157.50 5.31 21.71 10.36 -8.97 0.76 -2.86 -4.14 22.64 7.21
City of Pismo Beach 72.05 87.26 76.40 207.74 308.90 240.75 149.69 269.55 183.94 23.49 22.00 23.00 8.19 22.32 13.60 33.60 49.23 39.73
City of San Luis Obispo 73.30 87.82 77.45 174.22 279.13 208.21 127.70 245.14 161.25 7.22 14.62 9.51 1.80 9.70 5.73 9.15 25.74 15.79
City of Morro Bay 62.91 89.99 70.65 124.06 196.88 150.56 78.05 177.18 106.37 18.63 42.68 26.39 0.07 17.83 9.21 18.72 68.12 38.02
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 66.10 68.76 66.86 181.45 188.65 183.57 119.95 129.72 122.74 1.79 -10.43 -2.14 -0.86 -3.62 -1.89 0.91 -13.68 -3.99
City of Paso Robles 72.71 72.83 72.75 160.52 241.56 183.70 116.72 175.93 133.63 2.54 -16.08 -3.58 -10.49 -16.83 -14.89 -8.21 -8.21 -17.94
City of Pismo Beach 81.00 81.20 81.06 218.53 289.14 238.74 177.02 234.79 193.52 54.46 -4.43 31.30 18.98 5.37 8.84 83.79 83.79 42.91
City of San Luis Obispo 76.79 77.73 77.06 157.00 209.00 171.98 120.56 162.46 132.53 17.63 -10.81 7.73 -1.80 -15.13 -9.46 15.51 15.51 -2.46
City of Morro Bay 73.52 72.45 73.21 124.30 169.48 137.07 91.38 122.78 100.35 32.32 -12.65 15.51 -2.73 -10.79 -9.25 28.71 28.71 4.83
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 64.51 79.26 68.73 179.03 206.22 187.99 115.50 163.45 129.20 0.50 4.93 1.91 1.65 4.48 2.77 2.15 9.63 4.73
City of Paso Robles 59.93 91.06 68.82 155.88 269.29 198.75 93.42 245.21 136.79 -4.81 12.62 1.10 -3.91 -4.56 -2.06 -8.54 7.49 -0.98
City of Pismo Beach 63.48 83.81 69.28 202.12 288.06 231.82 128.30 241.42 160.62 19.30 3.24 13.22 11.22 4.21 6.53 32.69 7.58 20.60
City of San Luis Obispo 68.34 89.20 74.30 154.28 254.84 188.77 105.44 227.33 140.26 3.18 -0.39 1.93 -3.55 6.26 0.42 -0.48 5.85 2.36
City of Morro Bay 57.23 85.45 65.30 117.28 197.23 147.17 67.12 168.53 96.10 0.24 4.87 1.92 -6.20 -0.02 -2.72 -5.97 4.84 -0.85
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 68.47 77.60 71.08 204.09 201.55 203.30 139.74 156.39 144.50 7.57 2.08 5.80 14.06 1.57 9.75 22.70 3.69 16.11
City of Paso Robles 63.21 87.95 70.28 161.76 292.46 208.49 102.25 257.22 146.52 1.56 11.61 4.94 3.29 3.41 4.75 4.90 15.41 9.92
City of Pismo Beach 55.91 81.53 63.25 189.14 270.28 219.09 105.75 220.37 138.57 4.73 3.71 4.38 1.81 -1.90 0.02 6.63 1.74 4.40
City of San Luis Obispo 67.32 85.80 72.60 152.12 245.16 183.54 102.41 210.34 133.25 5.96 1.61 4.45 1.51 2.49 1.47 7.56 4.14 5.99
City of Morro Bay 54.86 82.30 62.70 116.61 203.61 149.24 63.97 167.58 93.57 1.51 4.19 2.50 -4.04 3.46 -0.04 -2.60 7.79 2.46
For the Week of April 27, 2025 to
May 03, 2025
For the Week of April 20, 2025 to
April 26, 2025
For the Week of April 13, 2025 to
April 19, 2025
For the Week of April 06, 2025 to
April 12, 2025
For the Week of March 30, 2025 to
April 05, 2025
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Page 9 of 41
Page 10 of 41
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
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$ 1,296,733$ 4.1%
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$ 1,118,544$ 7.8%
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$ 916,491$ -10.6%
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$ 921,773$ -6.6%
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$ 825,524$ 9.1%
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$ 1.4%
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$ 695,223$ 11.8%
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$ 744,389$ 8.3%
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$ 806,795$ -5.1%
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$
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$
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$ $1,201,226.00
Total/Average 4,478,481$ 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$ 7,962,490$ -28.0%
2023-24 2024-25 Change +/-2023-24 2024-25 Change +/-2023-24 2024-25 Change +/-
July 83.4 83.3 -0.1%200.16 203.25 1.5%166.97 169.32 1.4%
August 73.8 77 4.3%190.51 194.49 2.1%140.61 149.82 6.6%
September 71 70 -1.4%195.47 184.04 -5.8%138.84 128.89 -7.2%
October 70 69.3 -1.0%185 178.14 -3.7%129.42 123.46 -4.6%
November 62.6 66.8 6.7%165.42 171.03 3.4%103.48 114.16 10.3%
December 56.4 59.8 6.0%150.28 146.17 -2.7%84.73 87.41 3.2%
January 54.2 62.4 15.1%140.24 144.12 2.8%76.00 89.99 18.4%
February 59.8 67.1 12.2%153.67 161.94 5.4%91.87 108.66 18.28%
March 67.9 65.8 -3.1%160.54 161.67 0.7%108.98 106.36 -2.40%
April
May
June
Total/Average 66.57 69.06 0.043 171.25$ 171.65$ 0.003984 115.66$ 119.79$ 0.05 Updated: 05/08/2025
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Page 11 of 41
Page 12 of 41
SLO Chamber of Commerce
Public Relations
Contract
Report to the City of San
Luis Obispo – TBID & PCC
April 2025
Page 13 of 41
SLO Chamber of Commerce
Implementation and Proactive Work
Media Hosting
Hosted freelance travel writer Ronny Maye
in partnership with Uniquely Driven
Friday, April 4 through Monday, April 7
Itinerary highlights: stayed at Petit Soleil, went wine tasting at Biddle Ranch Vineyard, ate at
Luna Red, Ebony, Mistura, Old SLO BBQ and Seeds, enjoyed a show at SLO REP
Hosted Sustainability Influencer Group Fam
in partnership with Kind Traveler
see pages 6 & 7 of this report for full trip breakdown
Hosted Reuben Mourad, influencer on assignment for Thrillist
in partnership with Uniquely Driven
Reuben was in market to shoot a social media video itinerary for Thrillist
Thursday, April 17 through Saturday, April 19
Itinerary highlights: stayed at Hotel SLO, hiked Cerro San Luis, explored Farmers’ Market, went
zip lining and wine tasting, ate at Luna Red, Nate’s on Marsh, Jan’s Place and Sally Loo’s
Reuben’s Instagram story while in market
Hosted The Essence of SLO(w) Travel Group Fam
in partnership with Uniquely Driven
see pages 8 & 9 of this report for full trip breakdown
Continued planning for freelance travel writer Linda Laban’s upcoming stay
Linda attended one of the events on the May 2024 SoCal Media Mission
Linda will be exploring SLO Tuesday, May 13 through Friday, May 16 and staying at Hotel Cerro
Continued planning for travel writer Darla Hoffman’s upcoming stay in partnership with Visit SLO
CAL
Darla is coming from Phoenix on Tuesday, May 20 through Saturday, May 24. Visit SLO CAL will
host her first day and night, and Visit SLO will host her next two days and nights.
Continued planning for AAA staff writer Laura Powell
Laura is coming Sunday, June 22 through Tuesday, June 24
Other Implementation & Proactive Work
Continued working with the City, Noble Studios and Badger Branding on overall tourism marketing
campaign
Met with Cheryl Cuming to align on Highway 1 Road Trip and Visit SLO’s PR efforts
Met with Jan’s Place owner to talk about tourism initiatives and how they can get involved
Met with Breda’s owner to talk about tourism initiatives and how they can get involved
2 Page 14 of 41
SLO Chamber of Commerce
Responsive Work & Partnerships
Responsive leads and pitching
Pitched story ideas to Visit California
“Dining that’s all about the atmosphere”
Luna Red
Novo
Nate’s on Marsh
High Bar
Ox + Anchor
“Adrenaline Fix”
Mountain Biking
Third Wheel Tours
Partnerships
Visit SLO CAL
Attended PR Mixer
Central Coast Tourism Council (CCTC)
Reviewed and provided feedback for May social media content calendar
Reviewed and provided feedback for “The Artist ” itinerary
3 Page 15 of 41
SLO Chamber of Commerce
Media Features
Proactive Work
North Peoria Lifestyle: Live the SLO Life | UVPM: 439,150, Ad Value: $67.43
As a result of hosting Susan Lanier-Green in the fall of 2023
This was also published online in City Lifestyle: Live the SLO Life
USA Today 10Best: 10 essential stops on the Amtrak Pacific Surfliner route | UVPM: 1,057,639, Ad
Value: $3,640.21
As a result of Visit SLO CAL’s responsive pitching
KNBC-TV Online: Explore San Luis Obispo, from the Vinyl Trail to the Architecture Graveyard |
UVPM: 1,680,000, Ad Value: $631.81
As a result of Visit SLO Cal’s responsive pitching
4 Page 16 of 41
SLO Chamber of Commerce
Media Features
TRIBUNE The SLO Film Festival is here! See photos from opening night and the schedule 377,000.00 $55.10
MSN The world's first motel opened 100 years ago, but now only ruins remain 136,500,000.00 $10,687.04
CNN The world's first motel opened 100 years ago, but now only ruins remain 131,090,000.00 $35,451.25
YAHOO 16 Underrated Summer Travel Destinations in the U.S. to Add to Your List 54,290,000.00 $11,983.00
AOL The Most Underrated Town in Every State 17,350,000.00 $7,237.76
NEWS BREAK Never fear, Apple Farm fans: Restaurant at SLO inn isn't closed permanently 10,380,000.00 $353.35
NEWS BREAK 14 U.S. Cities With Unexpectedly Awesome Live Music Scenes 10,380,000.00 $353.35
TRAVEL + LEISURE 25 Best Places to Visit in California 9,155,057.00 $324.16
CULTURE TRIP Best Places To Visit In July This Year 4,220,000.00 $253.23
IBN LIVE Hidden Spring Gems: 10 Underrated American Cities To Visit This Season 2,400,000.00
VINEPAIR The World's Top 10 Wine Destinations for 2025 1,360,000.00 $51.36
TRIBUNE Never fear, Apple Farm fans: Restaurant at SLO inn isn't closed permanently 377,000.00 $55.10
COWBOYS &
INDIANS
4 More Of The Best Getaway Destinations In The West 99,000.00 $6.47
TRAZEE TRAVEL 6 Breweries and Distilleries to Visit in San Luis Obispo, California 23,000.00 $0.63
THE NETWORK
JOURNAL ONLINE
7 Gen X Friendly Locations in California You'll Love Visiting 5,000.00 $0.50
Media Monitoring
APRIL TOTALS:
Articles: 18
UVPM: 380.518,751
Ad Value: $71,151.75
YEAR TO DATE TOTALS:
Articles: 136
UVPM: 5,319,603,794
Ad Value: $1,376,898.94
5 Page 17 of 41
SLO Chamber of Commerce
Sustainability Influencer Group Fam
Influencers
Kirsten Alana
Suzie Hicks
Megan McSherry
Nelzon Zé Pequeno
More information about influencer attendees can be found here.
Itinerary Highlights
Pacific Surfliner
All attendees rode the Pacific Surfliner from Los Angeles to SLO and back on comped tickets
courtesy of the Pacific Surfliner team
Hotel SLO
Attendees toured the property with a sustainability-focused lens and had a happy hour at High
Bar
Cerro San Luis Hike
We made it to the top of Cerro San Luis, which is super rare for media to be able/want to do!
City Farm SLO Tour & Harvest
The group loved learning about regenerative agriculture in the heart of SLO and getting their
hands dirty
Thursday Night Farmers’ Market
The group really enjoyed exploring and grabbing dinner at Farmers’ market and learning more
about SLO’s farm-to-table culture
Keys for Trees tree planting
ECOSLO hosted a special tree planting for our fam, allowing them to get their hands dirty and
plant trees while getting a firsthand glance into our Keys for Trees program
Wolff Vineyards
The group were smitten by Jean Pierre Wolff and talked with him for a few hours about Wolff’s
sustainability practices and regenerative agriculture
Free time to explore and options to “choose your own adventure”
The itinerary had built in free time as well as an unstructured morning with options for each
influencer to choose from. Three chose to walk to Sally Loo’s together and check out the
Railroad District, while one chose to grab a hotel bike and ride on the bike path to The Bunker.
We’re hearing more and more from media that packed itineraries aren’t what they ’re looking
for, and this implementation of that feedback proved successful.
Dined at:
Novo | learned about Blue Mango’s farm-to-table structure and sustainability practices
Seeds | dined with Laura Fiedler and Bob Hill, City of SLO Sustainability Manager
Ebony | met and dined with Feben Teffera and connected on veganism
Linnaea’s | met and ate with the owners, Rusty and Alex Quirk
Wednesday, April 16 through Friday, April 18
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SLO Chamber of Commerce
Sustainability Influencer Group Fam (continued)
Deliverables
Each of the four influencers will be 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 5+ images;
An IG Story Set of 3-4 frames minimum detailing the trip and SLO's sustainability practices
(must live as a highlight for 90 days after posting)
Recap report within 30 days of visit that includes all content created and analytics (reach, shares,
saves etc.).
Key Takeaways
Working with influencers that have a niche, i.e. sustainability, yields great success. The group was
really engaged, attended all group activities, captured lots of content, took notes throughout and
asked great questions.
SLO is positioned to be a key player in the sustainable travel marketplace. These influencers live and
breathe in the world of sustainability and they were all incredibly excited about all SLO’s
sustainability policies and the great work happening here.
Separating influencers and writers on trips (i.e. influencer-only group trips or travel writer-only
group trips) is better for all media and ensures media get what they need.
Wednesday, April 16 through Friday, April 18
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SLO Chamber of Commerce
The Essence of SLO(w) Travel Group Fam
Media
Sharael Kolberg | Freelance writer with regular placements in Us News & Travel, Fodor’s Travel,
CNBC, Thrillist, Travel + Leisure and more
Lesley Balla | Freelance writer with regular placements in USA Today 10Best, MSN and more
Fiona Chandra | Freelance writer with regular placements in Yahoo, LA Times, SF Gate and more
Caterina Balzano | On staff and on assignment for La Opinion
Brenda Alexander | On staff and on assignment for Blavity
More information about attendees can be found here.
Itinerary Highlights
Film Festival
Attended Opening Night, Surf Nite and had breakfast with SLO Film Fest team and four
filmmakers
Hotel SLO
Attendees stayed at Hotel SLO and dined at High Bar and Piadina
SLO Ranch Farms + Marketplace
The group toured the new SLO Ranch Farms + Marketplace, did a candlemaking workshop and
grabbed lunch in the food hall
Thursday Night Farmers’ Market
The group really enjoyed exploring and grabbing dinner at Farmers’ market and learning more
about SLO’s farm-to-table culture
Chocolate-painting workshop and high tea at Breda
Breda hosted the group in their new location for a tea service and chocolate painting workshop
Chamisal Vineyards
The group really enjoyed learning about SLO’s unpretentious wine culture and Chamisal’s
history and sustainability initiatives
Cal Poly’s 50 Annual Design Villageth
Some of the group hiked out to Poly Canyon to check out the first-year architecture competition
Free time to explore
Similar to the Sustainability Influencer Fam, this groups’ itinerary had built-in free time and, as
a result, everyone attended all group events
Dined at:
Mistura Chef ’s table | with Mistura’s Chef Nicola and his wife, Jacqueline
Nate’s on Marsh | with Lloyd Tanner from festival Mozaic and Joan Hurwit from the CPAC
Seeds | with Film Fest team and filmmakers
Check out some of the attendees’ Instagram stories from while in market!
Thursday, April 24 through Sunday, April 27
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SLO Chamber of Commerce
Key Takeaways
Built-in free time to itineraries yields great feedback from media
Customizing itineraries to each person, even on a group trip, makes media feel that we are going
above and beyond
Sharael doesn’t drink and writes about wellness, so when the group went wine tasting, she
went to a wellness experience at SLOCO Health + Wellness
Brenda wanted to meet Black business owners during free time, and introducing her to them
made it feel more personal and intentional
Separating influencers and writers on trips (i.e. influencer-only group trips or travel writer-only
group trips) is better for all media and ensures media get what they need.
More and more media on trips are expecting 100% of their expenses to be covered while in market
and no longer shy away from asking about it
The Essence of SLO(w) Travel Group Fam
Thursday, April 24 through Sunday, April 27
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Page 22 of 41
Apr Mar Apr
2024 2025 2025 Asia 1%
Walk-ins 5,289 4,622 5,090 Europe 38%
Phone Calls 199 247 219 Australia/NZ 9%
Emails & Digital 1,386 1,490 1,544 UK 17%
N. America 21%
C. America 3%
Apr Mar Apr S. America 10%
2024 2025 2025
Calls 29 29 40 West Coast 23%
Southwest 8%
Midwest 27%
Apr Mar Apr South 17%
2024 2025 2025 East Coast 25%
Referrals 41 59 52
Northern CA 25%
Central Coast 45%
Apr Mar Apr Central Valley 4%
2024 2025 2025 Desert 1%
Email 118 87 72 Southern CA 25%
Phone Calls 130 133 78
Apr Apr Apr
2024 2025 2025 YTD
Fulfilled 96 34 VisitSLO.com 7 56
VISITOR CENTER ACTIVATIONS
Cal Poly Open House Resource Fair
VISITOR CENTER HIGHLIGHTS
1) Welcomed a new Information Specialist, Cami
4) Partnered with Jacqui to give Cal Poly Experience Industry Management students a class tour
3) Encouraged guests to take part in a self guided BIPOC Business Walk downtown
2) Connected with incoming Cal Poly students and families at Open House
INFORMATION REQUESTS EVENTS SHARED
REPORT TO CITY OF SLO - TBID & PCC
GUEST SERVICES CONTRACT
APRIL 2025
DEMOGRAPHIC SNAPSHOT
International Travelers
VISITOR INTERACTION
CALLS TO 877-SLO-TOWN
HOTEL REFERRALS
HOTEL AVAILABILITY TRACKER
Domestic Travelers
California Travelers
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Page 24 of 41
SLO Marketing Activities Report
Key Performance Highlights
April 2025
At-a-Glance Highlights
● Total Website Sessions: 73,992 (+7% YoY)
● Top Traffic Source: Organic Search
● Total Lodging Referrals: 4,987 (+12% YoY)
● Top Performing Ad: SLO CAL Unpacked (Paid Social, CTR up to 14%)
● Email Open Rate: 48.7% (April Newsletter Average)
● Media Mentions: NBC Los Angeles: Explore San Luis Obispo, from the ‘Vinyl Trail' to
the ‘Architecture Graveyard' UVM 1,345,573
YTD KPI Performance
Expected Pace through April: 83%
Overall Performance
San Luis Obispo’s digital marketing efforts in April reflected steady performance with 73,992 total
website sessions, a 7% year-over-year (YoY) increase. The top traffic source became Organic
Search, while lodging referrals totaled 4,987, representing a 12% YoY increase. A standout in
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engagement was the SLO CAL Unpacked ad, achieving a 14% click-through rate (CTR) on Paid
Social. The April newsletters performed strongly with an average open rate of 48.7% and saw a
97% increase in par tner referrals YoY.
● YTD KPI Performance stands on pace with expectations at 83% through April.
Paid Media Snapshot
● Paid Search
○ Impressions: 50,820 (+71% YoY)
○ Clicks: 5,419 (+23% YoY)
○ CTR: 10.66% (-28% YoY)
○ Sessions: 16,153 (+119% YoY)
○ Lodging Referrals: 2,875 (+21% YoY)
○ Cost: $15,702 (-3% YoY)
● Paid Social (Evergreen)
○ Impressions: 1.32M (-14% YoY)
○ Clicks: 37,951 (+42% YoY)
○ CTR: 2.87% (+66% YoY)
○ Sessions: 18,224 (+2% YoY)
○ Lodging Referrals: 62 (-19% YoY)
○ Cost: $14,407 (-2% YoY)
● Paid Social (Film Fest)
○ Impressions: 728,669 (-7% YoY)
○ Clicks: 14,370 (-4% YoY)
○ CTR: 1.97% (+3% YoY)
○ Sessions: 5,911 (+2% YoY)
○ Event Responses: 648 (+9% YoY)
○ Cost: $4,952 (+1% YoY)
● Display, Demand Gen, & PMAX
○ Impressions: 1.73M (-50% YoY)
○ CTR: 1.19% (+317% YoY)
○ Clicks: 20,756 (+108% YoY)
○ Sessions: 8,307 (+14% YoY)
○ Lodging Referrals: 207 (+49% YoY)
○ Cost: $6,551 (+11% YoY)
Key Insight: A shift in targeting for Display campaigns led to fewer, but much higher
quality impressions, a 290% increase in CTR, and ultimately 108% more clicks at a 21%
decrease in spend.
2
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Owned Media Snapshot
Email Marketing
● Emails Sent: 3
● Avg. Open Rate: 48.7%
● Avg. CTR: 1.5%
● Total Sessions: 1,554 (+184% YoY)
● Total Partner Referrals: 134 (+97% YoY)
Key Insight: Our three newsletters sent in April highlighted the MidWeekend Capital
declaration, the Middle Name Giveaway, and Earth Day content, highlighting SLO’s
sustainable initiatives. The emails garnered a large number of clicks, website sessions,
and partner referrals. The MidWeekend Offers page also garnered a large number of
clicks, indicating users' interest in travel deals. We will look at other ways to highlight
these ongoing MidWeekend offers in future emails and other aspects of the new
evergreen MidWeekend campaigns.
Website
● Total Sessions: 73,992 (+7% YoY)
● Avg. Pages/Session: 1.94 (-0.2% YoY)
3
Page 27 of 41
● Average Session Duration: 2:04 (+10% YoY)
Top Lodging Referral Channels: Paid Search (58%), Organic Search (17%), Referral (11%)
SEO + Content
● Organic Sessions: 19,821 (-24% YoY)
● Organic Partner Referrals: 3,519 (-23% YoY)
● Page 1 Keywords: 4.5K (-1%)
● Top Losses: San Luis Obispo, SLO Drive-In, Breakfast & Restaurant keywords
● Actions Taken: Restaurant page optimized mid-March; SLO Drive-In/Movie
Theaters page optimization optimized in April
Key Insight: YoY organic traffic drop tied to Google’s December Core Update, with top
1-3 rank keywords recently seeing a 28% decline. Google’s March Core Update also
drastically increased the number of SERP features, allowing more users to get the
information they’re looking for directly on the SERP without the need to visit a website.
We’re seeing organic traffic declines across the Travel & Tourism industry and are
continuing to leverage ways to show up in more places on the SERP.
Creative & Web Maintenance
Website Maintenance & MRO
● Plugins and Updates
○ ACF Pro
○ Gravity Forms
○ Permalink Manager Pro
○ Events Calendar
○ Events Calendar Pro
○ Tiny PNG
○ Wordpress Importer
○ WPS Hide Login
○ Yoast
● Theme Updates
○ Removed core table block from blacklist
○ Open content block updated to allow tables, columns, spacer
○ Added content width option to open content block
○ Cleaned up taxonomy registrations to ensure correct labels in editor, disable term
archives
4
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Web Retainer
● SLO Life Coach Coverage, Sizzle Reel Revision Coverage, homepage updates
Creative Services
● Long and Short Brochure edits. Creative Services has reached 220 hours for the
fiscal year and is closed.
Earned Media Activity
Earned Media Highlights
Total Impressions/Circulation: 2,595,093
Stories: 4
Completed Group FAM Trips:
● The Essence of SLOw Travel — April 24-27, 2025
Press Coverage
● 4/2/25: Brand USA: Maximize Your Next U.S. Vacation with Budget-Friendly Tips from Brand
USA (Molly O’Brien) (Reach: 9,411)
5
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● 4/2/25: NBC Los Angeles: Explore San Luis Obispo, from the ‘Vinyl Trail' to the ‘Architecture
Graveyard' (Alysia Gray Painter) (Reach: 1,345,573)
● 4/16/25: CBS Portland: Why Por tlanders should consider a “midweekend vacation” to San
Luis Obispo (Emily Burris, Travis Teich) (Reach: 1,228,209)
● 4/19/25: @ReubenMourad: Press Trip to San Luis Obispo, Instagram Stories (Reuben
Mourad) (Follower Reach: 11,900)
Upcoming Individual Press Trips:
● Laura Powell, AAA/Organic Spa Magazine — June 22-25, 2025
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April 2025
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 05/14/25Page 31 of 41
Followers: 38,388 ( 1.2%)
Total Net Growth: 467
Total Posts: 250
Total Impressions:1,013,204 ( 36%)
(includes both organic & paid)
Total stories: 230
Total Engagements: 13,467( 11%)
Engagement Rate: 1.3% ( 74%)
INSTAGRAM
In April, we saw an increase in followers, engagements, and engagement rate which means new and existing followers are liking,
commenting, sending, and sharing our content. Our top performing posts were Bachelor Party in SLO Reel, Earth Day in SLO Reel,
and SLO Sightings in Movies carousel.
TOP POSTS:
Page 32 of 41
Page Followers: 98,214 ( .4%)
Total Net Audience Growth: 387
Total Posts: 18
Total Impressions: 1, 157,211 ( 9%)
Total Organic: 172,097 ( 51%)
Total Engagements: 3,552 ( 70%)
Engagement Rate: .3% ( 87%)
FACEBOOK
TOP POSTS:
In April, we saw an increase in followers, total organic impressions, engagements and engagement rate. Our top performing
posts were all video with topics like Reservoir Canyon Waterfall, Dog To-Dos in SLO, and Shabang Music Festival.
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Followers: 1,735 ( 3%)
Followers Gained: 51
Impressions: 20,812 ( 3.2%)
Engagement: 485 ( 23%)
Engagement Rate: 2.3% ( 20%)
Video Views: 20,812 ( 3.2%)
In April, we saw slightly decreased analytics, although we have seen steady increases across the board over the last few months
so this is expected and not worrisome. The Tiktok ban deadline is being extended, we are staying in the know about how to
proceed.
TIKTOK
TOP POSTS:
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Total Audience: 454 ( 3%)
Total Net Growth: 13
Total Posts: 4
Impressions: 476 ( 25.3%)
Engagements: 38 ( 27%)
Engagement Rate: 7.98% ( 1.1%)
LINKEDIN
TOP POSTS:
In April, we saw an increase in our audience, impressions, engagements, and engagement rate. Top performing content was
our MidWeek Vacation Capital of the World announcement, BBQ for Summer, and a One-Stop Guide to SLO!
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Total Posts: 2
Story Views: 941 ( 27%)
Story Impressions: 574 ( 13%)
Interaction Rate: 77.3% ( 5.5%)
(Average Rate: 67%)
Completion Rate: 68% ( 12.4%)
(Average Rate: 52%)
CA TRAVEL STORIES - CROWDRIFF
TOP POSTS:
In April, we saw an increase in story views, interaction rate, and completion rate. Our top performing posts were Kid-Friendly
Outdoor Activities, Road Trip Guide to SLO, and 4 Must-See Views in SLO!
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Total Posts: 2
Impressions: 1.68k ( 18%)
Engagements: 62 ( 34%)
Outbound Clicks: 1 ( 66%)
Saves: 22 ( 83%)
Total Audience: 1.27k ( 11%)
Engaged Audience: 48 ( 23%)
PINTEREST
In April, we saw an increase in impressions, engagements, saves, total audience, and engaged audience. Our top performing
posts were about the SLO Film Fest and our MidWeek Vacation Capital of the World Declaration for MidWeek travel.
TOP POSTS:
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WHAT WE WORKED ON THIS MONTH:
- Local Events
- SLO Film Fest, Sip ‘n’ Saunter, Art After Dark
- MidWeek Vacation Capital of the World Declaration
-13.5k Views, 9.4k Accounts Reached
-2 Accepted Collaborations (No Longer Included in our Analytic Overview)
- SLOCAL (12.2k Views, 374 Interactions)
- Collab w/ Influencer (@zznelsonzz) (11.5k Views, 680 Interactions)
-7 Invited Collaborations
-@slocounty_arts, @farmsteaded, @downtownslo, @slofilmfest, etc.
- Earth Day in SLO (17.2k Views), Shabang in SLO (13.5k Views), Bachelor Party
in SLO (18.2k Views)
-SLO Life Coach Shoot / Content Collection / Real-Time Stories
-SLO Film Fest Attendance for Content Collection
-SLO Film Fest SLO Sightings Post (16.2k Views, 702 Interactions)
-Keep Highlights Refreshed and Up To Date w/ Currents Events Page 38 of 41
MAY’S FOCUS:
- Sustainability Influencer Fam Content Roll-Out
- MidWeek Travel
-MidWeek Reset / Mental Health Awareness Month
-Tuesday To-Dos
-Accessible Trails in SLO, Museums in SLO
- Mother’s Day To-Dos, Memorial Day Travel / Long Weekend
-Ticket Tuesday
-Blues Baseball, Cal Poly Baseball, The Fremont Theatre
-Food & Bev
-SLO Fine Dining Bucket List, Breakfast Burritos in SLO
-Stay & Play: Kid-Friendly Lodging
-SLO Sustainable Wine Tour
-BBQ at Farmers’ Market
-PRIDE Event Roll-Out Page 39 of 41
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Tourism Business Improvement District Board
MANAGEMENT COMMITTEE MINUTES
Thursday, April 24, 2025, 10:00 a.m.
City Hall, 990 Palm Street, San Luis Obispo
Management
Committee Members
Present:
Member Prashant Patel, Vice Chair Clint Pearce
City Staff Present: Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth, Economic Development & Tourism Manager Laura
Fiedler
1. CALL TO ORDER
The April Management Committee Meeting was called to order on April 24, 2025, at 10:00
a.m. in Council Hearing, 990 Palm St., San Luis Obispo, by Vice Chair Pearce.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment—
3. FY 2025-26 DRAFT TBID PROGRAM BUDGET (60 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth presented the proposed
budget and facilitated discussion among the committee of priorities and expenditures for FY 25-
26.
4. ADJOURNMENT
Meeting was adjourned at 10:50 a.m.
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