HomeMy WebLinkAbout01-14-2026 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, January 14, 2026, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
The Tourism Business Improvement District Board holds in-person meetings. Zoom participation will
not be supported at this time. Attendees of City Council or Advisory Body meetings are eligible to
receive one hour of complimentary parking; restrictions apply, visit Parking for Public Meetings for
more details.
INSTRUCTIONS FOR PUBLIC COMMENT:
Public Comment prior to the meeting (must be received 3 hours in advance of the meeting):
Mail - Delivered by the U.S. Postal Service. Address letters to the City Clerk's Office at 990
Palm Street, San Luis Obispo, California, 93401.
Email - Submit Public Comments via email to advisorybodies@slocity.org. In the body of your
email, please include the date of the meeting and the item number (if applicable). Emails will not
be read aloud during the meeting.
Voicemail - Call (805) 781-7164 and leave a voicemail. Please state and spell your name, the
agenda item number you are calling about, and leave your comment. Verbal comments must be
limited to 3 minutes. Voicemails will not be played during the meeting.
*All correspondence will be archived and distributed to members, however, submissions received
after the deadline may not be processed until the following day.
Public Comment during the meeting:
Meetings are held in-person. To provide public comment during the meeting, you must be
present at the meeting location.
Electronic Visual Aid Presentation. To conform with the City's Network Access and Use Policy,
Chapter 1.3.8 of the Council Policies & Procedures Manual, members of the public who desire
to utilize electronic visual aids to supplement their oral presentation must provide display-ready
material to the City Clerk by 12:00 p.m. on the day before the meeting. Contact the City Clerk's
Office at cityclerk@slocity.org or (805) 781-7114.
Pages
1.CALL TO ORDER
Chair Pearce will call the Regular Meeting of the Tourism Business
Improvement District Board to order.
2.PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
At this time, people may address the Committee about items not on the agenda.
Comments are limited to three minutes per person. Items raised at this time are
generally referred to staff and, if action by the Committee is necessary, may be
scheduled for a future meeting.
3.CONSENT
3.a MINUTES OF TBID REGULAR MEETING ON NOVEMBER 12, 2025 5
3.b SMITH TRAVEL REPORT (STR)9
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT 13
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT 15
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORT 23
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
31
3.g BADGER BRANDING ORGANIC SOCIAL REPORT 47
4.PRESENTATIONS
4.a Q3 MEDIA PLAN UPDATE (10 MINUTES)
Representatives from Noble Studios will present the outlined media plan
and considerations for the third quarter for the Board’s review and input.
4.b PUBLIC RELATIONS AND GUEST SERVICES QUARTERLY REPORT
(20 MINUTES)
Representatives from the SLO Chamber and Uniquely Driven will
present the second quarter report on the Public Relations and Guest
Services contract activities with the SLO TBID.
4.c CONTENT MARKETING QUARTERLY REPORT (15 MINUTES)67
Representatives from the Badger Branding will present the second
quarter report for the content marketing support and organic social
media activities with the SLO TBID.
4.d CALIFORNIA MAIN STREET CONFERENCE RECAP (10 MINUTES)
Representatives from Downtown SLO and the California Main Street
Association will present a recap of the conference sponsored by Visit
SLO in October 2025.
5.BUSINESS ITEMS
5.a SUPPLEMENTAL SUPPORT PROPOSAL (10 MINUTES)
Staff will present a proposal from Noble Studios for extending the
supplemental support coverage for an additional 1.5 months for the
Board's review and consideration.
6.TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE
6.b MARKETING COMMITTEE UPDATE
6.c MANAGEMENT COMMITTEE UPDATE
6.d PCC UPDATE 75
6.e VISIT SLO CAL UPDATE
6.f TOURISM PROGRAM UPDATE
7.ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board
is scheduled for February 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
November 12, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Nipool Patel, Member Prashant Patel (arrived at
10:03 a.m.), Member Dante Specchierla, Vice Chair Lori
Keller, Chair Clint Pearce
TBID Board Absent: Member Mark Eads, Member Christine Nelson
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 November 12, 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
To approve the Consent Items 3a to 3g.
Motion By Member Nipool Patel
Second By Member Specchierla
To approve Consent Items 3b to 3g.
Ayes (4): Member N. Patel, Member Specchierla, Vice Chair Keller, and Chair
Pearce
Absent (3): Member Eads, Member Nelson, and Member P. Patel
CARRIED (4 to 0)
Motion By Member N. Patel
Second By Member Specchierla
To approve Consent Item 3a.
Page 5 of 81
2
Ayes (4): Member N. Patel, Member P. Patel, Member Specchierla, and Chair
Pearce
Abstained (1): Vice Chair Keller
Absent (2): Member Eads, and Member Nelson
CARRIED (4 to 0)
3.a MINUTES OF TBID REGULAR MEETING ON OCTOBER 8, 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 MARKETING SERVICES QUARTERLY REPORT (20 MINUTES)
Drew Uhrig and Hayley Corbett from Noble Studios presented the first
quarter report for marketing activities.
Public Comment:
None
--End of Public Comment--
5. BUSINESS ITEMS
5.a YEAR-END MARKETING BUDGET RECONCILIATION (10 MINUTES)
Noble Studios presented the year-end budget reconciliation for the FY
2024-25 and the proposal for re-allocation for the remaining funds.
Public Comment:
None
--End of Public Comment--
Motion by Member N. Patel
Page 6 of 81
3
Second by Member P. Patel
To approve Option #2 as presented to roll over the remaining $13,723.31
in funds from FY 2024-25 marketing budget into the FY 2025-26 marketing
budget as follows: $7,000 into the PR budget and $6,723.31 into the paid
media budget.
Ayes (5): Member N. Patel, Member P. Patel, Member Specchierla, Vice
Chair Keller and Chair Pearce
Absent (2): Member Eads, Member Nelson
CARRIED (5 to 0)
5.b 2026 SLO INTERNATIONAL FILM FEST SPONSORSHIP PROPOSAL
(20 MINUTES)
Skye McLennan, Executive Director of the SLO Film Center, presented a
recap of the 2025 SLO International Film Festival and requested the
consideration of funding for the 2026 SLO International Film Festival.
Representatives from Noble Studios, Badger Branding, Uniquely Driven,
and the SLO Chamber of Commerce also discussed how they supported
the event in 2025 and proposed plans to support and collaborate in 2026.
Public Comment:
None
--End of Public Comment--
Motion By Vice Chair Keller
Second By Member N. Patel
To approve $20,000 in sponsorship for the 2026 SLO International Film
Festival from the Events and Sponsorships budget line item.
Ayes (5): Vice Chair Keller, Member N. Patel, Member Specchierla,
Member P. Patel and Chair Pearce
Absent (2): Member Eads, Member Nelson
CARRIED (5 to 0)
6. TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE - Various hotels reported business has been little
slower.
Page 7 of 81
4
6.b MARKETING COMMITTEE
The marketing committee did not meet in October.
6.c MANAGEMENT COMMITTEE
The management committee did not meet in October.
6.d PCC UPDATE
Dante Specchierla and Laura Fiedler, Economic Development & Tourism
Manager, provided a brief update on PCC activities.
6.e VISIT SLO CAL UPDATE
Kristen Carlson from Visit SLO CAL provided a brief update on Visit SLO
CAL activities.
6.f TOURISM PROGRAM UPDATE
Laura Fiedler, Economic Development & Tourism Manager, provided an
update on the tourism program.
7. ADJOURNMENT
The meeting was adjourned at 11:29 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for January 14, 2026,
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 81
NOVEMBER 2025
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 64.53 76.30 67.89
184.56 196.88 188.51
119.10 150.21 127.99
6.53 1.52 4.87
8.76 2.60 6.47
15.86 4.16 11.65
City of Paso Robles 65.94 90.25 72.89 163.93 292.25 209.33 108.10 263.77 152.57 -5.37 3.10 -2.54 -2.57 2.98 1.18 -7.80 6.17 -1.39
City of Pismo Beach 58.29 87.38 66.60 179.12 288.10 219.97 104.41 251.75 146.51 6.32 4.44 5.61 5.12 8.58 6.58 11.76 13.40 12.56
City of San Luis Obispo 61.35 92.26 70.18 150.04 249.51 187.40 92.05 230.20 131.52 3.09 2.82 2.99 5.68 7.45 6.52 8.95 10.48 9.71
City of Morro Bay 49.82 86.95 60.43 112.97 175.71 138.76 56.29 152.77 83.85 -2.73 0.39 -1.47 -3.89 -0.80 -2.00 -6.51 -0.42 -3.44
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 63.04 68.02 64.46
180.78 185.41 182.18
113.97 126.11 117.44
-5.28 -3.80 -4.84
-0.93 0.20 -0.58
-6.16 -3.61 -5.39
City of Paso Robles 62.28 65.64 63.24 162.81 249.65 188.57 101.40 163.87 119.25 -0.80 -9.96 -3.71 1.18 5.77 2.07 0.37 -4.77 -1.71
City of Pismo Beach 57.61 55.45 56.99 172.13 246.09 192.69 99.17 136.45 109.82 -1.30 -18.87 -6.90 -1.34 6.93 0.24 -2.62 -13.25 -6.68
City of San Luis Obispo 59.85 67.67 62.08 143.41 188.78 157.54 85.83 127.74 97.80 -8.41 -3.93 -7.06 1.17 -3.76 -0.38 -7.34 -7.54 -7.42
City of Morro Bay 50.09 56.30 51.86 111.41 144.79 121.76 55.81 81.51 63.15 -11.09 -12.97 -11.68 -9.54 -2.09 -7.01 -19.57 -14.79 -17.87
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 63.12 66.15 63.98
194.95 171.54 188.03
123.04 113.48 120.31
-0.51 4.47 0.91
9.58 0.05 6.80
9.02 4.53 7.77
City of Paso Robles 43.93 62.50 49.23 141.30 221.58 170.42 62.07 138.49 83.90 -19.03 1.01 -12.75 -5.59 2.93 0.11 -23.56 -23.56 -12.65
City of Pismo Beach 40.90 63.66 47.40 164.07 241.57 193.81 67.10 153.77 91.86 -9.95 10.11 -3.19 0.02 7.92 5.21 -9.93 -9.93 1.86
City of San Luis Obispo 53.71 69.11 58.11 142.39 178.06 154.51 76.47 123.06 89.78 -8.89 15.88 -1.75 4.31 3.20 5.19 -4.96 -4.96 3.34
City of Morro Bay 41.40 58.98 46.42 106.29 141.69 119.14 44.01 83.57 55.31 -11.93 22.39 -1.95 -7.81 2.87 -2.20 -18.80 -18.80 -4.10
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 54.66 66.04 57.91 165.62 176.25 169.08 90.53 116.39 97.92 4.66 4.51 4.61 0.56 1.07 0.73 5.25 5.62 5.38
City of Paso Robles 65.23 76.28 68.39 168.92 246.46 193.63 110.19 188.00 132.42 13.36 2.34 9.60 -0.98 1.61 -0.78 12.25 3.98 8.74
City of Pismo Beach 70.51 75.38 71.90 228.01 283.10 244.51 160.77 213.39 175.80 14.13 -1.76 8.86 5.06 10.29 6.22 19.90 8.34 15.62
City of San Luis Obispo 67.71 81.61 71.68 159.03 196.71 171.29 107.68 160.54 122.78 7.52 8.02 7.68 4.57 3.21 4.08 12.44 11.50 12.08
City of Morro Bay 64.25 77.61 68.07 129.64 171.00 143.11 83.30 132.71 97.41 17.72 6.30 13.74 0.70 4.79 1.68 18.54 11.38 15.65
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 58.10 68.98 61.21
171.00 178.71 173.48
99.36 123.28 106.19
1.72 -3.55 -0.04
0.64 -6.39 -1.95
2.37 -9.72 -1.99
City of Paso Robles 45.60 71.80 53.08 141.52 219.35 171.60 64.53 157.49 91.09 2.05 14.96 6.68 -0.11 3.39 2.78 1.94 18.85 9.65
City of Pismo Beach 40.00 54.65 44.18 153.69 214.47 175.17 61.48 117.20 77.40 2.25 -6.43 -1.00 0.79 4.86 1.87 3.05 -1.89 0.86
City of San Luis Obispo 51.57 67.27 56.06 130.51 167.15 143.07 67.31 112.44 80.20 -0.45 3.27 0.79 1.20 -2.44 -0.05 0.74 0.75 0.75
City of Morro Bay 43.28 57.22 47.27 103.60 139.44 116.00 44.84 79.79 54.83 0.96 -8.20 -2.40 -4.08 -8.57 -6.74 -3.16 -16.06 -8.98
For the Week of November 30,
2025 to December 06, 2025
For the Week of November 23,
2025 to November 29, 2025
For the Week of November 16,
2025 to November 22, 2025
For the Week of November 09,
2025 to November 15, 2025
For the Week of November 02,
2025 to November 08, 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 81
Page 10 of 81
DECEMBER 2025
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 62.38 65.19 63.19
174.26 169.03 172.72
108.71 110.19 109.13
-0.85 5.12 0.84
-1.29 1.13 -0.67
-2.13 6.31 0.17
City of Paso Robles 44.01 60.30 48.67 136.89 187.85 154.93 60.25 113.28 75.40 -6.58 8.00 -1.89 -4.19 0.68 -1.27 -10.49 8.73 -3.14
City of Pismo Beach 41.49 52.00 44.49 157.38 209.94 174.93 65.30 109.18 77.84 10.75 2.27 7.77 2.67 4.59 2.91 13.71 6.96 10.91
City of San Luis Obispo 56.33 61.99 57.95 132.06 153.74 138.69 74.40 95.31 80.37 4.92 7.36 5.65 5.64 -3.30 2.56 10.84 3.82 8.35
City of Morro Bay 41.38 62.90 47.53 103.38 137.06 116.11 42.78 86.21 55.19 -7.26 17.21 0.69 -7.45 0.00 -3.18 -14.17 17.21 -2.52
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 49.77 55.69 51.46
149.01 160.56 152.58
74.17 89.41 78.52
1.27 3.33 1.90
0.58 -0.54 0.25
1.86 2.77 2.16
City of Paso Robles 40.73 47.52 42.67 126.94 172.05 141.29 51.70 81.76 60.29 -0.72 -6.36 -2.58 -9.43 0.04 -6.24 -10.08 -6.32 -8.66
City of Pismo Beach 38.02 47.45 40.71 152.22 211.23 171.87 57.87 100.24 69.98 -1.65 -13.42 -5.91 3.12 4.11 2.54 1.42 -9.85 -3.52
City of San Luis Obispo 50.03 60.40 52.99 128.45 157.16 137.80 64.26 94.92 73.02 -0.80 2.82 0.35 2.18 1.90 2.25 1.36 4.78 2.60
City of Morro Bay 41.75 54.02 45.26 99.31 129.02 109.44 41.47 69.70 49.53 0.00 6.62 2.16 -4.21 -2.63 -3.23 -4.21 3.81 -1.14
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 48.97 68.57 54.57
158.98 184.31 168.07
77.85 126.38 91.71
-6.24 -0.71 -4.33
-4.51 -3.63 -3.99
-10.46 -4.31 -8.14
City of Paso Robles 45.85 80.29 55.69 139.70 228.87 176.43 64.06 183.76 98.26 -13.46 -7.85 -11.23 -11.72 -0.12 -5.33 -23.59 -23.59 -15.97
City of Pismo Beach 48.34 78.51 56.96 193.97 270.27 224.02 93.76 212.20 127.60 -22.99 -10.73 -18.59 0.24 3.62 2.91 -22.81 -22.81 -16.22
City of San Luis Obispo 50.94 82.98 60.10 141.02 192.33 161.26 71.84 159.59 96.91 -16.84 -6.78 -13.15 -2.20 -1.49 -1.04 -18.67 -18.67 -14.05
City of Morro Bay 47.02 77.92 55.85 115.43 168.38 136.54 54.27 131.19 76.25 -12.89 -8.93 -11.35 -7.70 4.82 -1.68 -19.60 -19.60 -12.84
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 61.05 53.97 59.03 195.77 171.75 189.49 119.52 92.69 111.85 5.93 1.49 4.74 2.82 1.65 2.64 8.92 3.17 7.50
City of Paso Robles 69.96 49.07 63.99 187.93 179.01 185.98 131.48 87.85 119.01 6.41 -12.02 1.74 7.68 -1.10 5.57 14.58 -12.99 7.41
City of Pismo Beach 72.61 55.54 67.74 238.99 209.99 232.19 173.54 116.63 157.28 -5.11 -20.71 -9.29 11.87 4.03 10.32 6.16 -17.52 0.07
City of San Luis Obispo 73.36 59.77 69.48 163.03 159.83 162.24 119.59 95.53 112.72 2.31 -10.15 -1.06 10.77 4.58 9.10 13.33 -6.04 7.94
City of Morro Bay 72.47 51.81 66.56 136.74 130.61 135.37 99.09 67.67 90.11 9.00 -8.39 4.59 9.21 -2.32 6.29 19.05 -10.52 11.17
For the Week of December 07,
2025 to December 13, 2025
RevPar
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
Current Week Totals Percent Change
Occupancy (%)
Current Week Totals Percent Change
Occupancy (%) ADR
For the Week of December 28,
2025 to January 03, 2026
For the Week of December 21,
2025 to December 27, 2025
For the Week of December 14,
2025 to December 20, 2025
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
RevPar Occupancy (%) ADR RevPar
ADR RevPar Occupancy (%) ADR
Page 11 of 81
Page 12 of 81
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$ 952,359$ 1.78%
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$ 1,083,024$ 17.54%
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$ 833,557$ 1.02%*missing 2 properties
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$ 5,354,401$
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 71.7 3.5%178.25$ $188.88 6.0%123.49$ $135.46 9.7%
November 66.7 64.9 -2.7%171.07$ $171.69 0.4%114.06$ $111.36 -2.4%
December 59.8 146.17$ 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 70.04 177.25$ 125.41$ Updated: 01/09/2026
Occupancy (%) ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Page 13 of 81
Page 14 of 81
SLO Chamber of Commerce
Public Relations
Contract
Report to the City of San
Luis Obispo – TBID & PCC
November 2025
Page 15 of 81
SLO Chamber of Commerce
Implementation and Proactive Work
Hosted freelance travel writer Christina Silvestri
Met with Visit Morro Bay and Visit SLO CAL joint group media fam to share about San Luis Obispo
Began planning to host food writer Dylan Ettinger in partnership with Petit Soleil
Created draft Visit SLO Influencer Strategy to share with contractors
Continued working with the City, Noble Studios, Uniquely Driven and Badger Branding on overall tourism
marketing campaign
2
Responsive Work & Partnerships
Partnerships
Pitched "Dry January", "Events and Local Celebrations in 2026" and "Locally Made in California" to
Visit California
Reviewed December social media calendar for Central Coast Tourism Council
Attended Visit SLO CAL Summit
Launched 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
SLO Tribune | You can get $25 gift card for shopping small in SLO for the holidays. Here’s how | UVPM:
377,000
As a result of proactive pitching
KSBY | Vineyard revamp, winter safety, and Buy Local Bonus program returns | UVPM: 242,065
As a result of proactive pitching
Visit California | Local Treasures: California’s Hidden Museums | UVPM 407,995
As a result of responsive pitching
Visit California | California’s Spirit of Inclusion | UVPM 407,995
As a result of responsive pitching
Page 16 of 81
SLO Chamber of Commerce
Media Features
Media Monitoring
NOVEMBER TOTALS:
Placements: 18
UVPM: 897,362,534
YEAR TO DATE TOTALS:
Placements: 83
UVPM: 3,134,144,144
3
PUBLICATION PLACEMENTS UVPM
FORBES ADVISOR The Ultimate West Coast Road Trip Itinerary 52,884,070.00
YAHOO 6 reasons to visit San Luis Obispo County in 2026 379,430,737.00
YAHOO Popular chef's new SLO restaurant blends flavors
of Italy and Peru. Here's a look 379,430,737.00
FORBES America’s Vintage Motels Are Coming Back. A New
Book Pays Homage 47,836,572.00
NEWSBREAK Thanksgiving Weekend Coastal Drives & Hidden
Beaches: The Ultimate California Escape 17,603,984.00
WORLD ATLAS 9 of the Most Welcoming Towns in Southern
California 7,515,130.00
TRAVEL AND TOUR
WORLD
Amtrak Coast Starlight The US Travel Experience Of
A Lifetime Connecting Los Angeles To Seattle With
Unmatched Views Of Crater Lake The Cascade
5,213,383.00
FAMILY DESTINATIONS
GUIDE
The Classic Drive-In Theater In California That’s Still
Showing Movies Under The Stars 2,128,550.00
FAMILY DESTINATIONS
GUIDE
9 Scenic Cities In California Where Retirement Feels
Like A Never-Ending Getaway 2,128,550.00
TRAVEL LEMMING This is Where to Stay in San Luis Obispo 1,376,471.00
FRESNO BEE 10 Festive Things to Do Near Los Angeles 325,667.00
MANTECA BULLETIN Where can you find a castle, great beaches, a big
rock, wineries galore, a unique urinal & gum stuck
on a wall?
51,064.00
JRNY 10 agritourism experiences worth packing your
wellies for 2,564.00
CABBI Meaningful Escapes: Boutique Hotels in California
That Give Back
Page 17 of 81
Page 18 of 81
SLO Chamber of Commerce
Public Relations
Contract
Report to the City of San
Luis Obispo – TBID & PCC
December 2025
Page 19 of 81
SLO Chamber of Commerce
Implementation and Proactive Work
Hosted cocktail writer Dylan Ettinger in partnership with Petit Soleil/Good Lion Hospitality
Began planning for Food + Wine staff writer Annie Brown's Gold Pass trip in partnership with Petit
Soleil/Good Lion Hospitality
Continued working with the City and Noble Studios/Uniquely Driven on overall tourism marketing
campaign
2
Responsive Work & Partnerships
Partnerships
Reviewed January social media calendar for Central Coast Tourism Council
Attended Edible Winter Launch Event
Met with Visit SLO CAL PR Team
Continued pitching 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
Travel + Leisure | 14 One-week Trips to Take Between Jobs, According to Travel Experts | UVPM:
12,116,452
As a result of Uniquely Driven’s responsive pitching
Travel + Leisure | I've Lived in California My Whole Life-These Are the Most Underrated Destinations in the
State | UVPM: 12,116,452
As a result of DCI’s proactive pitching in 2023/4
KNBC-TV | Restaurant Weeks, and dining deals aplenty, will soon bloom across California | UVPM:
2,047,076
As a result of proactive pitching
SLO Tribune | SLO Restaurant Month is back this January. Here’s where to get dining deals | UVPM:
232,775
As a result of proactive pitching
SLO Tribune | ‘Absolute best way to see movies’ is coming to SLO with downtown theater upgrade |
UVPM: 232,775
As a result of proactive pitching
KSBY | San Luis Obispo movie theater revamps with cutting-edge technology | UVPM: 242,065
As a result of proactive pitching
EdHat | SLO Restaurant Month to Offer Citywide Dining Specials in January 2026 | UVPM: 149,259
As a result of proactive pitching
New York Times | 36 Hours in San Luis Obispo County, Calif.: Things to Do and See | UVPM: 139,869.459
A refresh of an article from 2018 that came out of a media trip Visit SLO CAL hosted
Page 20 of 81
SLO Chamber of Commerce
Media Features
Media Monitoring
DECEMBER TOTALS:
Placements: 21
UVPM: 210,211,833
YEAR TO DATE TOTALS:
Placements: 104
UVPM: 3,344,355,977
3
PUBLICATION PLACEMENTS UVPM
KSBY World’s first motel in San Luis Obispo marks 100 years 242,065.00
HEAD TOPICS 36 hours in San Luis Obispo County, California 199,279.00
SF EXAMINER 36 hours in San Luis Obispo County, California 137,135.00
LA TIMES The favorite stories written by the Food team in 2025 19,888,099.00
TRAVEL + LEISURE
This 351-mile Train Route Is One of the Most Beautiful in
the U.S.—With Small Towns, Historic Landmarks, and
Ocean Views
12,944,928.00
WORLD ATLAS 6 Best Towns To Visit in Southern California 7,844,897.00
EVER AFTER IN THE
WOODS
11 California Weekend Escapes You'll Want to Plan for
2026 1,322,813.00
SOCIETY 19 15 Cheap And Fun Date Ideas Near Cal Poly SLO 369,809.00
MIDWEST LIVING 25 Sunny and Warm Destinations for a Winter Va 229,814.00
E TURBO NEWS Hotel SLO Redefines Corporate Meetings in California’s
Central Coast City of San Luis Obispo 20,484.00
OAKDALE LEADER A castle, great beaches, wineries galore and a unique
urinal 6,197.00
TRAVEL IN 20 The Perfect California Road Trip
BOX OFFICE PRO The Movie Experience SLO Becomes First U.S. Exhibitor
to Adopt Dolby Vision+Atmos Theatrical Solution
Page 21 of 81
Page 22 of 81
SLO Chamber of Commerce
Guest Services
Contract
Report to the City of San
Luis Obispo
November 2025
Page 23 of 81
SLO Chamber of Commerce
VISITOR INTERACTION
Nov.
2024
Oct.
2025
Nov.
2025
Walk-Ins 5,482 4,613 5,126
Phone Calls 189 159 172
Email & Digital 968 1,274 1,379
2
CALLS TO 877-SLO-TOWN
Nov.
2024
Oct.
2025
Nov.
2025
Calls 19 36 30
HOTEL REFERRALS
Nov.
2024
Oct.
2025
Nov.
2025
Referrals 18 63 34
HOTEL AVAILABILITY TRACKER
Nov.
2024
Oct.
2025
Nov.
2025
Email 162 94 87
Phone Calls 153 124 133
INFORMATION REQUESTS
Nov.
2024
Oct.
2025
Nov.
2025
Fullfilled 37 0 0
EVENTS SHARED
Nov.
2025 YTD
VisitSLO.com 15 300
DEMOGRAPHIC SNAPSHOT
International Travelers
Asia 11%
Europe 47%
Middle East 2%
Australia/NZ 4%
UK 22%
North America 11%
Central America 0%
South America 2%
Domestic Travelers
West Coast 26%
Southwest 10%
Midwest 38%
South 16%
East Coast 9%
California Travelers
Northern CA 18%
Central Coast 53%
Central Valley 4%
Desert 1%
Southern CA 25%
Page 24 of 81
SLO Chamber of Commerce
Other Highlights
3
Guest Quote of the Month
“It is our Thanksgiving weekend tradition to plan
a trip to SLO to get all of our gift shopping done
and come in for our gift cards to continue
exploring! ”
Taken from a family visiting from Goleta over the
Thanksgiving weekend.
Buy Local Bonus Is Back!
We partnered with the City of SLO to
qualify businesses for the 6th Annual
Buy Local Bonus program. We had a
very successful launch weekend
helping to promote SLO businesses to
both locals and visitors.
Page 25 of 81
Page 26 of 81
SLO Chamber of Commerce
Guest Services
Contract
Report to the City of San
Luis Obispo
December 2025
Page 27 of 81
SLO Chamber of Commerce
VISITOR INTERACTION
Dec.
2024
Nov.
2025
Dec.
2025
Walk-Ins 15,084 5,126 11,588
Phone Calls 380 172 264
Email & Digital 2,135 1,379 1,331
2
CALLS TO 877-SLO-TOWN
Dec.
2024
Nov.
2025
Dec.
2025
Calls 23 30 16
HOTEL REFERRALS
Dec.
2024
Nov.
2025
Dec.
2025
Referrals 20 34 5
HOTEL AVAILABILITY TRACKER
Dec.
2024
Nov.
2025
Dec.
2025
Email 55 87 48
Phone Calls 110 133 6
INFORMATION REQUESTS
Dec.
2024
Nov.
2025
Dec.
2025
Fullfilled 39 0 0
EVENTS SHARED
Dec.
2025 YTD
VisitSLO.com 7 307
DEMOGRAPHIC SNAPSHOT
International Travelers
Asia 11%
Europe 42%
Middle East 11%
Australia/NZ 0%
UK 0%
North America 21%
Central America 0%
South America 16%
Domestic Travelers
West Coast 13%
Southwest 7%
Midwest 33%
South 9%
East Coast 38%
California Travelers
Northern CA 29%
Central Coast 45%
Central Valley 1%
Desert 0%
Southern CA 25%
*As staff efforts were primarily directed toward the Buy
Local Bonus promotion this month, the data below is
not as comprehensive as typically collected.
Page 28 of 81
SLO Chamber of Commerce
Other Highlights
3
Buy Local Bonus 2026!
The Visitor Center partnered with
the City of SLO to bring back the Buy
Local Bonus promotion for the sixth
year to incentivize local retail
shopping within San Luis Obispo.
Our Visitor Center staff was able to
give out nearly 4,000 gift cards for
local businesses to both locals and
out of town shoppers this holiday
season.
The Visitor Center welcomed
2 new Information Specialists.
We are excited to have Janson
Fritzley and Melanie
Hildenbrand join our team!
New Faces!
Page 29 of 81
Page 30 of 81
SLO Marketing Activities Report
Key Performance Highlights
November 2025
At-a-Glance Highlights
● Total Website Sessions: 74,186 (+16% YoY)
● Top Traffic Source: Paid Social (+50% YoY)
● Total Lodging Referrals: 2,986 (+29% YoY)
● Top Performing Ads: SLO Life Coach and MidWeekend Ads across Display,
Demand Gen, and PMAX channels saw:
○ +116% YoY increase in website sessions
○ +145% YoY increase in lodging referrals
○ all at a +5% YoY increase in spend
● Public Relations: 11/12/25: SheBuysTravel: 10 Festive Things to Do Near Los Angeles
(Kim Orlando) (Combined Reach: 13,002,683)
YTD KPI Performance
Expected Pace through November: 41%
Page 31 of 81
Overall Performance Summary
Despite industry-wide organic traffic declines of 20-40%, VisitSLO.com saw a 12% YoY
increase in overall website traffic. Strong performance from the SLO Life Coach and
MidWeekend paid campaigns has helped offset the 29% drop in organic traffic. Paid
social click-through rates increased 49%, driving a 50% lift in paid social traffic with
only a 1% spend increase. Display, Demand Gen, and PMAX campaigns collectively
delivered a 116% increase in traffic with only a 5% increase in spend.
Organic traffic has historically driven a third of total site traffic and contributed to nearly
half of all partner referrals, while paid social (an upper-funnel channel tactic) has
contributed to only 1% of partner referrals and 12% of total site traffic.
Even so, partner referrals overall grew 19%, with lodging referrals up 29% YoY.
As the way people search online continues to shift with the rise of AI, we are evolving our
SEO approach to elevate rich media and amplify the new SLO Life Coach campaign.
Paid Media Snapshot
● Paid Search
○ Impressions: 50,181 (+2% YoY)
○ Clicks: 5,650 (+19% YoY)
○ CTR: 11.26% (+17% YoY)
○ Sessions: 5,824 (+30% YoY)
○ Lodging Referrals: 1,953 (+38% YoY)
○ Cost: $17,574 (+6% YoY)
● Paid Social
○ Impressions: 1,207,241 (+10% YoY)
○ Clicks: 38,080 (+63% YoY)
○ CTR: 3.15% (+49% YoY)
○ Sessions: 18,315 (+50% YoY)
○ Lodging Referrals: 18 (-31% YoY)
○ Cost: $14,981 (+1% YoY)
● Display, Demand Gen, & PMAX
○ Impressions: 1,520,834 (+3% YoY)
○ CTR: 0.93% (+1% YoY)
○ Clicks: 14,213 (+4% YoY)
○ Sessions: 14,855 (+116% YoY)
○ Lodging Referrals: 269 (+145% YoY)
○ Cost: $7,566 (+5% YoY)
2
Page 32 of 81
● Video
○ Impressions: 143,856 (-61% YoY)
○ CTR: 1.38% (+48% YoY)
○ Clicks: 1,983 (-42% YoY)
○ Sessions: 1,680 (-20% YoY)
○ Lodging Referrals: 17 (+1,600% YoY)
○ Cost: $3,077 (+23% YoY)
3
Page 33 of 81
Key Insight: Since the launch of the new SLO Life Coach campaign and evergreen
MidWeekend ads, we’ve seen outstanding performance improvements compared to
last year. In November, at a +4% YoY increase in spend, paid channels (excluding Paid
Search) saw a +62% increase in total website traffic, an 87% increase in total partner
referrals, and a 144% increase in lodging referrals. In this time, we’ve also seen strong
performance improvements in our Performance Max campaign, which contributed 84%
of paid media partner referrals. Our new campaign is reaching more potential travelers
in a way that resonates and ultimately drives more engaged website traffic and partner
referrals.
Owned Media Snapshot
Email Marketing
We sent one email in November that spotlighted holiday events, a giveaway on social,
and encouraged readers to book a stay. Despite a slight YoY decrease in total sessions
and partner referrals, readers of our newsletter this November showed increased
interest in Holiday events and the Instagram giveaway. This year, 35% of readers clicked
on the content in the hero section (holiday events) compared to last year’s hero content
(restaurants and dining). Readers were also more interested in the Instagram giveaway
this year, resulting in a 36% YoY increase in clicks to the Instagram pages mentioned in
the newsletter, helping to drive more followers and awareness of Visit SLO.
● Emails Sent: 1
● Avg. Open Rate: 41.9% (33.25% Benchmark)
● Avg. CTR: 1.6% (2.56% Benchmark)
● Total Sessions: 607 (-10% YoY)
● Total Partner Referrals: 43 (-39% YoY)
● Total Lodging Referrals: 18 (-45% YoY)
● Engagement Rate: 56% (-4% YoY)
● Average Engagement Time Per Session: 54s (-14% YoY)
● Page Views Per Session: 2.77 (+9% YoY)
Website
● Total Sessions: 71,721 (+12% YoY)
● Lodging Partner Referrals: 2,986 (+29% YoY)
● Avg. Pages/Session: 1.66 (-9% YoY)
● Average Session Duration: 1m 58s (+9% YoY)
● Top Lodging Referral Channels: Paid Social (25% of total site traffic), Organic
Search (18% of total site traffic), Cross-Network (12% of total site traffic)
4
Page 34 of 81
SEO + Content
● Organic Search Sessions: 13,393 (-29% YoY)
● Organic Search Partner Referrals: 2,193 (-29% YoY)
● Organic Search Impressions: 1.39 Mil (-12% YoY)
● Organic Search Clicks: 9.91K (-34% YoY)
● Organic Search CTR: 0.7% (-30% YoY)
● Page 1 Keywords: 4.3K (-13%)
● Sessions from LLMs (ChatGPT, Claude, Gemini, etc): 196 (+284% YoY)
● Top Click Losses: things to do in San Luis Obispo, Sunset Drive-In, things to do in
SLO, what to do in SLO, things to do San Luis Obispo
Key Takeaway: The largest declines in organic clicks are coming from things to do
queries. VisitSLO.com continues to rank in position 1, but the search engine results page
(SERP) is now dominated by AI Overviews and new SERP features that surface activity
ideas and third-party links, reducing traditional click-through opportunities.
Amid this rapidly shifting search landscape and broader changes in how users engage
with search and AI, organic traffic declined 29% YoY in November, which aligns with
trends across the Travel and Tourism industry. Engagement and conversion rates
remain stable YoY, indicating that traffic quality has not declined.
We are continuing to monitor Visit SLO’s visibility within AI search results, while pursuing
tactics that help to increase Visit SLO’s likelihood of being cited within AI results.
5
Page 35 of 81
Creative & Web Maintenance
Website Maintenance, Repair & Optimization (MRO)
● Plugins and Updates
○ ACF Pro
○ Gravity Forms
○ Permalink Manager Pro
○ Events Calendar
○ Events Calendar Pro
○ Tiny PNG
○ Wp Crontrol
○ WP Mail SMTP
○ Yoast
6
Page 36 of 81
Website Services
● November Website Services Efforts:
○ 7.25h out of 120 hours were utilized for November 2025
■ Remaining hours: 89
○ Work Accomplished: Stakeholder Additions, homepage and event updates,
ideating future enhancements for the site
Creative Services
● November Creative Services Efforts:
○ .75h out of 150 hours were utilized for November 2025
■ Remaining hours: 130.75
○ Work Accomplished: New Biz Blog QC wrap-up
Earned Media Activity
Earned Media Highlights
Total Impressions/Circulation: 13,024,654
Placements: 23
Press Coverage
● 11/12/25: SheBuysTravel: 10 Festive Things to Do Near Los Angeles (Kim Orlando)
(Reach: 21,971)
○ 22 Regional syndications (Combined Reach: 13,002,683)
Upcoming Individual Press Trips:
● January dates TBC: Cassandra Brookyln (National Geographic, AFAR, AARP)
7
Page 37 of 81
Page 38 of 81
SLO Marketing Activities Report
Key Performance Highlights
December 2025
At-a-Glance Highlights
● Total Website Sessions*: 33,877 (+31% YoY)
● Top Traffic Source: Organic 14,018 (-14% YoY)
● Total Lodging Referrals: 1,837 (+19% YoY)
● Top Performing Ads: Only Search ads ran in the month of December with a
strategic pause of other paid media channels during the holiday season.
○ +14.5% YoY increase in click-through rate
○ +10% YoY increase in conversion rate
○ +36% in clicks
● Earned Media (Public Relations): 67,008,066 Impressions/Circulation across 6
secured placements
YTD KPI Performance
Expected Pace through December: 41%
Page 39 of 81
Overall Performance Summary
Despite industry-wide organic traffic declines of 20%–40%, VisitSLO.com achieved a 31%
year-over-year increase in overall website traffic. Strong performance from paid
search campaigns helped offset a 14% decline in organic traffic. A top landing page for
both direct and organic traffic this month was Restaurant Month, which helped
contribute to the overall lift in direct traffic over last year. Direct also saw an 82%
increase YoY in people landing on the homepage, suggesting a continued lift in overall
brand awareness.
Paid search was the largest driver of lodging referrals during the month, while traffic
from other channels dipped due to the holiday season and planned shifts in social and
display spend. Even with these headwinds, lodging partner referrals increased 19% year
over year, and total partner referrals grew 3.5% YoY.
As online search behavior continues to evolve with the rise of AI-powered discovery, we
are adapting our SEO strategy to prioritize rich media and support amplification of the
new SLO Life Coach campaign.
Paid Media Snapshot
● Paid Search
○ Impressions: 29058 (+19% YoY)
○ Clicks: 3,275 (+36% YoY)
○ CTR: 11.27% (+15% YoY)
○ Sessions: 5,824 (+30% YoY)
○ Lodging Referrals: 1,117 (+38% YoY)
○ Cost: $7,286 (-1% YoY)
● Paid Social - No Spend
● Display, Demand Gen, & PMAX - No Spend
● Video - No Spend
2
Page 40 of 81
Key Insight: Paid media was paused in December to account for seasonally low traffic,
though Paid Search remained live. Hotel-focused Paid Search campaigns drove the
most lodging referrals, maintaining a steady YoY engagement rate. During December,
we optimized campaign configurations ahead of the January relaunch, allowing for
more granular insights into how different audiences respond to specific messaging.
3
Page 41 of 81
Owned Media Snapshot
Email Marketing
We sent one email in December that spotlighted holiday events, a social media
giveaway (Ticket Tuesday)and encouraged readers to book a stay. Despite a slight YoY
decrease in total sessions and partner referrals, readers of our newsletter showed
increased interest in Holiday events and the social giveaway. This year, 35% of readers
clicked on the content in the hero section (holiday events) compared to last year’s hero
content (restaurants and dining). Readers were also more interested in the social
giveaway this year, resulting in a 36% YoY increase in clicks to the Instagram pages
mentioned in the newsletter, helping to drive more followers and awareness of Visit SLO.
● Emails Sent: 1
● Avg. Open Rate: 41.9% (33.25% Benchmark)
● Avg. CTR: 1.6% (2.56% Benchmark)
● Total Sessions: 341 (-37% YoY)
● Total Partner Referrals: 44 (-42% YoY)
● Total Lodging Referrals: 27 (-1% YoY)
● Engagement Rate: 57% (-7% YoY)
● Average Engagement Time Per Session: 58s (+13% YoY)
● Page Views Per Session: 2.77 (-2% YoY)
Website
● Total Sessions: 33,877 (+31% YoY)
● Lodging Partner Referrals: 1,837 (+19% YoY)
● Avg. Pages/Session: 1.95 (-16% YoY)
● Average Session Duration: 2m 29s (-15% YoY)
● Top Lodging Referral Channels: Paid Search (61% of total lodging referrals),
Organic Search (21% of total lodging referrals), Direct (5% total lodging referrals)
SEO + Content
● Organic Search Sessions: 14,018 (-14% YoY)
● Organic Search Partner Referrals: 2,193 (-23% YoY)
● Organic Search Impressions: 1.48 Mil (-2% YoY)
● Organic Search Clicks: 10.8K (-21% YoY)
● Organic Search CTR: 0.73% (-20% YoY)
● Page 1 Keywords: 6.5K (+2)
● Sessions from LLMs (ChatGPT, Claude, Gemini, etc): 211 (+779% YoY)
● Top Impression Gains: San Luis Obispo Weather, Hearst Castle, SLO weather, SLO
● Top Click Losses: things to do in San Luis Obispo, what to do San Luis Obispo,
sunset drive in, things to do in slo
4
Page 42 of 81
Key Takeaway: The largest declines in organic clicks are coming from things to do
queries. VisitSLO.com continues to rank in position 1, but the search engine results page
(SERP) is now dominated by AI Overviews and new SERP features that surface activity
ideas and third-party links, reducing traditional click-through opportunities.
Amid this rapidly shifting search landscape and broader changes in how users engage
with search and AI, organic traffic declined 14% YoY in December, which aligns with
trends across the Travel and Tourism industry.
We are continuing to monitor Visit SLO’s visibility within AI search results while pursuing
tactics that help to increase Visit SLO’s likelihood of being cited within AI results.
We are seeing Visit SLO used as a cited source in the AI Overviews with a highlighted link
to the website on the sidebar.
5
Page 43 of 81
We are seeing recovered growth in URLs referenced in AI Overviews on Google in
December
Keyword opportunities and rankings for AI Overviews are continuing to grow in
December.
Creative & Web Maintenance
Website Maintenance, Repair & Optimization (MRO)
● Plugins and Updates
○ ACF Pro
○ Gravity Forms
○ Permalink Manager Pro
○ Events Calendar
○ Events Calendar Pro
○ Tiny PNG
○ WP Mail SMTP
○ Yoast
6
Page 44 of 81
Website Services
● December Website Services Efforts:
○ 51.75h out of 120h were used for December 2025
■ Remaining hours: 37.25
○ Work Accomplished: Pulling Stakeholder Lists, Itinerary and Blog Audit, ADA
Color Updates, Wellness Page ideation
Creative Services
● December Creative Services Efforts:
○ 14.25h out of 150 hours were utilized for December 2025
■ Remaining hours: 108.25
○ Work Accomplished: Correction to Live the SLO Life Video, Survey Email
Beautification
Earned Media Activity
Earned Media Highlights
Total Impressions/Circulation: 67,008,066
Placements: 6
Press Coverage
● 12/1/25: Travel + Leisure: This 351-mile Train Route Is One of the Most Beautiful in
the U.S.—With Small Towns, Historic Landmarks, and Ocean Views (Cu Fleshman)
(Reach: 9,556,081)
○ Syndication: AOL (Reach: 23,631,422)
● 12/4/25: USA Today 10Best: 16 offbeat themed hotel rooms for fantasy vacations
and getaways (Lesley Balla) (Reach: 217,562)
● 12/26/25: Travel + Leisure: 14 One-week Trips to Take Between Jobs, According to
Travel Experts (Stacey Leasca) (Reach: 9,556,081)
○ Syndication: AOL (Reach: 23,631,422)
○ Syndication: Yahoo News Malaysia (Reach: 415,498)
7
Page 45 of 81
Page 46 of 81
November 2025
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 12/10/26Page 47 of 81
Followers: 42,044 ( .9%)
Total Net Growth: 355
Total Posts: 208
Total Views: 551,377 ( 12%)
Total stories: 192
Total Engagements: 8,933 ( 26%)
Engagement Rate: 1.6% ( 44%)
INSTAGRAM
In November, we saw an increase of 355 new followers! Our total views decreased 12% due to the comparison to October when
paid ads were being run for ARTober. Our engagements and engagement rate increased from the successful trend reel, by
featuring new businesses in SLO, and our giveaways for the month.
TOP POSTS:
Page 48 of 81
Page Followers: 107,873 ( 0%)
Total Net Audience Growth: -12
Total Posts: 15
Total Impressions: 1,073,374 ( 30%)
Total Organic: 99,679 ( 1.6%)
Total Engagements: 914 ( 47%)
Engagement Rate: .1% ( 0%)
FACEBOOK
TOP POSTS:
In November, we saw a decrease in analytics. This is due to the comparison to October with the paid ads being run for
ARTober. Our organic impressions only decreased by about 1%, while paid decreased by 32%, which in turn affects the overall
analytics. Top performing posts were a trend reel, new businesses in SLO, and a giveaway sending users to IG to enter.
Page 49 of 81
Followers: 3,009 ( 2%)
Followers Gained: 64
Impressions: 25,757 ( 18%)
Engagement: 828 ( 5%)
Engagement Rate: 3.2% ( 11%)
In November, we saw an increase in 64 new followers! Our impressions and engagements increased while our engagement rate
slightly decreased. The most popular content was the trend reel, food / bev, and the Hub ‘n’ Spoke series.
TIKTOK
TOP POSTS:
Page 50 of 81
Total Audience: 507 ( 1.4%)
Total Net Growth: 8
Total Posts: 4
Impressions: 300 ( 60%)
Engagements: 14 ( 67%)
Engagement Rate:4.7% ( 18%)
LINKEDIN
In November, we continued our normal cadence after doubling the posts for the month prior, which is why we see
decreases in analytics. We still saw an increase in followers by 8 users on this platform! We anticipate the analytics will go
back to normal next month.
TOP POSTS:
Page 51 of 81
Impressions: 2.49k ( 5%)
Engagements: 88 ( 11%)
Outbound Clicks: 1
Saves: 31 ( 82%)
Total Audience: 1.59k ( 16%)
Engaged Audience: 62 ( 21%)
In November, we saw lower analytics than the previous months of testing out the mirroring strategy. We did see an
increase in saves by 82% which means that users are saving our content presumably for planning their trip to SLO. Top
content proves to be reels about experiences, trends, and carousels with itineraries.
LINKEDIN
TOP POSTS:
Page 52 of 81
WHAT WE WORKED ON THIS MONTH:
- Buy Local Bonus Launch
- Launch Reel : 10.4k Views
- Shop Small Saturday Reel : 13.2k Views
- Successful Trend
- Soup Season in SLO (72.6k Views)
- Viral Trend Reel Continues to Grow
- Tiktok : October (102.8k Views) —> November (104.4k Views)
- 2 Ticket Tuesdays
- SLO Meltdown Giveaway : 14.6k Views
- Christmas at the Carrisa / Parade Reservation Giveaway : 17.2k Views
- SLO Life Coach & SLO Life Tip Reel & Stories
- 3 New Businesses in SLO Reel : 43.7k Views
- Hub n Spoke Series: Cambria Christmas Lights Collab : 13.7k Views
- 3 Date Night Experiences Reel : 15.7k Views
- Spartan Race Training in SLO, Vegan Options in SLO, Locals Guide to SLO
- Events Highlight Updated Weekly
- PR Placements Shared in Stories & Saved on Highlight Page 53 of 81
NOVEMBER’S FOCUS:
- Buy Local Bonus
- Sustainable SLO Gift Guide Reel
- App, Dinner, & Dessert Reel
- Ticket Tuesdays
- House of Bread & Farm House Corner Market
- SLO Brew NYE Bash
- Seasonal Content
- Cerro San Luis Night Hike
- Downtown SLO Activation
- Winter Solstice Reel
- MidWeekend Itinerary
- 2025 Round Up
- New Businesses in SLO, SLO Life Tip Reel
- Upcoming Events in SLO Page 54 of 81
THANK YOU!
Page 55 of 81
Page 56 of 81
December 2025
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 01/14/26Page 57 of 81
Followers: 42,155 ( .3%)
Total Net Growth: 111
Total Posts: 176
Total Views: 235,971 ( 57%)
Total stories: 157
Total Engagements: 5,985 ( 33%)
Engagement Rate: 12.5% ( 57%)
INSTAGRAM
In December, we saw an increase in followers by 111 new users! Our views and engagements decreased, although our engagement
rate increased. which means as users are seeing the content they are interacting with it more. The top performing posts were a
trend, new businesses in SLO, and a holiday hike reel.
TOP POSTS:
Page 58 of 81
Page Followers: 107,867 ( 0%)
Total Net Audience Growth: -6
Total Posts: 19
Total Impressions: 212,610 ( 80%)
Total Organic: 138,140 ( 39%)
Total Engagements: 3,184 ( 187%)
Engagement Rate: 1.5% ( 1,348%)
FACEBOOK
TOP POSTS:
In December, we saw a slight decrease in followers. We also saw a decrease in overall views due to the 92% decrease in paid
views. Organic views increased by almost 40%. We saw a jurassic increase in engagements and engagement rate this month
as well. Top performing posts were a trend reel, upcoming events, and holiday content.
Page 59 of 81
Followers: 3,075 ( 2.2%)
Followers Gained: 67
Impressions: 19,772 ( 23%)
Engagement: 652 ( 21%)
Engagement Rate: 3.3% ( 2.6%)
In December, we saw an increase in followers by 67 new users! Our impressions and engagements slightly decreased and our
engagement rate increased. The top performing videos were holiday-related content.
TIKTOK
TOP POSTS:
Page 60 of 81
Total Audience: 513 ( 1.2%)
Total Net Growth: 5
Total Posts: 4
Impressions: 338 ( 13%)
Engagements: 20 ( 43%)
Engagement Rate:6% ( 27%)
LINKEDIN
In December, we saw an increase in audience by 5 new users! We saw an increase in impressions, engagements, and
engagement rate.
TOP POSTS:
Page 61 of 81
Impressions: 3.84k ( 49%)
Engagements: 164 ( 84%)
Outbound Clicks: 1
Saves: 64 ( 100%)
Total Audience: 2.37k ( 43%)
Engaged Audience: 133 ( 111%)
In December, we saw great increases in analytics across the board. We will continue to mirror from IG to this platform.
PINTEREST
TOP POSTS:
Page 62 of 81
WHAT WE WORKED ON THIS MONTH:
-Buy Local Bonus / Seasonal Content
- Cerro San Luis Night Hike Reel (15.2k Views)
- BLB / Free Parking Post (14.5k Views)
- Successful Trend
- Almost the Most Important (33.9k Views)
- Friendships Like This > (11.2k Views)
- Viral Trend Reel Continues to Grow
- Tiktok : November (104.4k Views) —-> December (106.1k Views)
- 2 Ticket Tuesdays (House of Bread, NYE at SLO Brew)
- SLO Life Coach & SLO Life Tip Reel & Stories
- New Businesses in SLO Reel (15.6k Views)
- Events Highlight Updated Weekly
- PR Placements Shared in Stories & Saved on Highlight
- MidWeekend Trivia in SLO Reel
- SLO Restaurant Month Launch (16.5k Views)
Page 63 of 81
JANUARY’S FOCUS:
-SLO Restaurant Month
- Weekly Interviews / Weekly Reel
- Brunch in SLO, Happy Hours, Bakeries
in SLO, etc.
- New Year, New Habits in SLO Reel
- Ticket Tuesdays
- Cal Poly Arts & Breda
- New Businesses in SLO Reel
- SLO Life Tip Reel
- Upcoming Events in SLO
- Hub n Spoke Reel : Morro Rock
- Artsy Guide to SLO Carousel
Page 64 of 81
THANK YOU!
Page 65 of 81
Page 66 of 81
Q2 FY 2025-26
Organic Social Report
Date: 01/14/26Page 67 of 81
Followers: 42,155 ( 15.5%)
Follower Net Growth: 1,128
Total Posts: 631
Total Views: 1,415,889 ( 44.5%)
(includes both organic & paid)
Total stories: 578
Total Engagements: 21,984 ( 55%)
Engagement Rate: 1.6% ( 18.5%)
INSTAGRAM
In Q2, year over year, we saw a 15.5% increase in followers with 1.1k new users! Our total views, engagements, and engagement
rate decreased due to our extremely viral reel from last Q2 that spiked our analytics (Cozy Cafes in SLO 157k Views, 10.6k
Engagements). We are extremely happy with the trends we have been able to utilize in our flexible posting schedule throughout
this quarter, as seen in the top two posts.
Top Posts:
Page 68 of 81
Page Fans: 107,867 ( 11.2%)
Total Net Gain: 147
Total Posts: 52
Total Impressions: 2,823,175 ( 91%)
Total Organic: 339,095 ( 202%)
Total Engagements: 6,015 ( 127%)
Engagement Rate: .2 % ( 19%)
FACEBOOK
Top Posts:
In Q2, year over year, we saw great success on this platform. We have gained 147 new followers, our impressions, engagements,
and engagement rate have all increased, and our timely trends have been successful.
Page 69 of 81
Followers: 3,075 ( 107%)
Followers Gained: 234
Impressions: 67,439 ( 74%)
Engagements: 2,268 ( 123%)
Engagement Rate: 3.4% ( 29%)
TIKTOK
This quarter, we have been growing on Tiktok and have seen great success. We are repurposing IG reels and are using trending
audios to reach a wide audience.
Top Posts:
Page 70 of 81
FEATURES FROM THE QUARTER:
- Viral Train Tiktok climbs 7k Views in Q2
- 1.2k Combined New Followers
- 13 Accepted Collaborations w/ @slocal,
@sanluiscreeklodge, @cassiescompass, @lisarossa,
@adammontiel, @lurefishhouse, etc. (5 influencers)
(274.4k Views)
- 9 Total Giveaways
- @sichuankitchenslo, @thehotelslo,
@slo_meltdown, @thecarrisa, @downtownslo,
@houseofbread, etc.
- Shared SLO Life Tips in Stories & SLO Life Coach
Reels w/ links to website
- Added to SLO Life Tips Highlight
- Sharing Stories Directly Linking to Blog Pages Page 71 of 81
OTHER HIGHLIGHTS:
- Successfully Implemented Series / Campaign Reels
- ARTober Weekly Series
- Monthly Hub ‘n’ Spoke Series
- BLB Shopping Itinerary Series
- Monthly New Businesses Reel
- Successful Execution of Timely & Relevant Trends
- The Life of a SLO Girl (52.6k IG Views, 2k TT)
- Soup Season in SLO (73.5k IG Views, 11.9k TT)
- It’s Very Important to Go Back (33.9k IG Views, 2.9k TT)
- MidWeekend Messaging (Year-Round)
- Sharing PR Placements on Stories w/ Links & Saved in News
Highlight
-Trial Mirroring IG to Pinterest w/ great success
Page 72 of 81
Q2’S FOCUS:
-Continue content surrounding Major City Goals - DEI, Arts & Culture,
Sustainability
-SLO Life Coach and SLO Life Tips implementation
-Continue producing an abundance of video content for engagement
optimization
-Support partnerships and local collaborations
-Support larger campaigns / sponsorships (SLO Restaurant Month,
MidWeekend Vacation Capital of the World)
-Encourage travel via fly markets and drive markets w/ content
concepts (Amtrak)
-Continue Ticket Tuesdays and additional IG giveaways
-Direct audience to the Visitslo.com website
-Continued tracking toward annual goals and benchmarks Page 73 of 81
Increase Instagram followers - 15% or 5,800
followers
-New followers: 3,104
- Q1: 1,976, Q2: 1,128
Drive traffic to VisitSLO.com using Linktree
and stories with direct links
-Sessions: Q1: 4, Q2: 68
Leverage our foothold as THE Educated SLO
Travel Representative
-Itinerary reels & roundups
-New Businesses in SLO
-Upcoming Events in SLO
-Weekly Events Highlight updates
Generate engagement via strategic
collaborations and partnerships
-Accepted Collaborations: 18 - 375.6 views
-Q1: 5 - 101.2k views, Q2: 13 - 274.4k views
-Invited Collaborations: 27
-Q1: 13, Q2: 14
-Partner Giveaways: 17
-Q1: 8, Q2: 9
Elevate platform aesthetic & presence
-News Highlight on IG
-SLO Life Tips Highlight
ANNUAL GOAL TRACKING
Page 74 of 81
1
Promotional Coordinating Committee Minutes
November 12, 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 Dante Specchierla,
Committee Member Anni Wang, Committee Member
Samantha Welch, Vice Chair Robin Wolf, Chair John Thomas
City Staff Present: Laura Fiedler, Economic Development & Tourism Manager
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee
was called to order on November 12, 2025 at 5:30 p.m. in the Council Hearing
Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Thomas.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
Hollie West from the SLO Chamber of Commerce shared that the new CEO of
the Chamber has been selected: Garret Olson. He is expected to attend the next
PCC meeting.
--End of Public Comment--
3. CONSENT
Motion By Committee Member Welch
Second By Committee Member Forsberg
To approve Consent Items 3a to 3f.
Ayes (6) Committee Member Welch, Committee Member Forsberg, Committee
Member Fredman, Committee Member Wang, Vice Chair Wolf and Chair
Thomas
Abstain (1) Committee Member Specchierla
CARRIED (6-0)
3.a MINUTES OF THE REGULAR MEETING ON OCTOBER 8, 2025
Page 75 of 81
2
3.b 2025-26 COMMUNITY PROMOTION BUDGET REPORT
3.c SLO CHAMBER MONTHLY PUBLIC RELATIONS REPORT
3.d SLO CHAMBER GUEST SERVICES REPORT
3.e SLO CHAMBER GRANT SUPPORT REPORT
3.f TRANSIENT OCCUPANCY TAX (TOT) REPORT
4. PRESENTATIONS
4.a PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE (15 MINUTES)
Hollie West from the SLO Chamber presented the report for the public relations
activities that occurred over the past month.
4.b ARTOBER RECAP (10 MINUTES)
Ashlee Akers and Devan Spiegel from Verdin Marketing presented the results
from ARTober.
5. BUSINESS ITEMS
5.a SUPPORT LOCAL PROGRAM PLAN (15 MINUTES)
Laura Fiedler, Economic Development & Tourism Manager, and the Verdin
Marketing representatives presented this year’s Buy Local Bonus and SLO
Restaurant Month program plan for review and input.
Motion By Committee Member Forsberg
Second By Committee Member Fredman
To approve this year's Buy Local Bonus and SLO Restaurant Month
program plan as presented, including up to $32,000 in total expenditure to
Verdin Marketing for marketing and paid media ($25,000 out of FY 2025-
26, $7,000 out of remaining funds from FY 2024 -25) and up to $7,500 to
Adam Monteil for SLO Restaurant Month outreach and promotion.
Ayes (7) Committee Member Forsberg, Committee Member Fredman,
Committee Member Specchierla, Committee Member Wang, Committee Member
Welch, Vice Chair Wolf and Chair Thomas.
CARRIED (7-0)
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT
Page 76 of 81
3
Committee Member Welch provided an update on the Dia de los Muertos
Festival in the Plaza.
Chair Thomas provided an update on the CACP Liaison Report. The PCC
by consensus decided to hold a Special Meeting on Monday, November
17, 2025 at 10:00 a.m.
6.b COMMITTEE OUTREACH UPDATE – Committee Report
No update at this time.
6.c TBID BOARD REPORT – TBID Meeting Minutes: October 8, 2025
Committee Member Specchierla provided an update on items the TBID
has been working on.
6.d TOURISM PROGRAM UPDATE – Staff Report
Economic Development & Tourism Manager, Laura Fiedler, provided an
update on the Tourism Program.
7. ADJOURNMENT
The meeting was adjourned at 6:22 p.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for January 14, 2026 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 77 of 81
Page 78 of 81
1
Promotional Coordinating Committee Minutes
November 17, 2025, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
PCC Members
Present:
Committee Member Specchierla, Committee Member Anni Wang,
Committee Member Samantha Welch, Vice Chair Robin Wolf, and
Chair John Thomas
PCC Members
Absent:
Committee Member Maureen Forsberg, Committee Member Dan
Fredman
City Staff Present: Laura Fiedler, Economic Development & Tourism Manager
_____________________________________________________________________
1. CALL TO ORDER
A Special Meeting of the San Luis Obispo Promotional Coordinating Committee
was called to order on Monday, November 17, 2025 at 10:07 a.m. in the Council
Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Thomas.
2. PUBLIC COMMENT FOR ITEMS ON THE AGENDA ONLY
Public Comment:
None
--End of Public Comment--
3. BUSINESS ITEMS
3.a MODIFICATIONS TO THE FY 2025-26 CULTURAL ARTS AND
COMMUNITY PROMOTIONS GRANT AWARDS
Committee Member Welch recused herself from the vote on grant funding
for Downtown SLO as she is on the Board of Directors for Downtown SLO.
Laura Fiedler, Economic Development & Tourism Manager, presented the
staff report for PCC grant award modifications, including the two following
recommendations for PCC consideration:
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
Page 79 of 81
2
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.
Motion By Committee Member Wang
Second By Vice Chair Wolf
Proceed with Recommendation #1 as detailed in the staff report,
approving the proposed alternative use of funds by Downtown SLO for the
2025 Concerts in the Plaza series of up to $10,550, excluding $2,000 in
proposed printing costs.
Ayes (4): Committee Member Wang, Vice Chair Wolf, Chair Thomas,
Committee Member Specchierla
Recused (1): Committee Member Welch
CARRIED (4 to 0)
Motion By Committee Member Welch
Second By Committee Member Specchierla
Approving the proposed alternative use of funds for SLO International Film
Festival up to $6,000, as detailed in the staff report.
Ayes (5): Committee Member Welch, Committee Member Specchierla
Committee Member Wang, Vice Chair Wolf, Chair Thomas
CARRIED (5 to 0)
Motion By Committee Member Welch
Second By Committee Member Wang
Motion to:
Reword recommendation to "up to the approved grant amount "
instead of "in the amount of up to $100,000"
Add that grantees must notify staff of any requested deviation in the
use of funds in advance of the expenditure, and staff will bring any
substantial deviations back to the PCC for consideration
Change "her" to "their" in the recommendation.
Page 80 of 81
3
Ayes (5): Committee Member Welch, Committee Member Wang, Committee
Member Specchierla, Vice Chair Wolf, Chair Thomas
CARRIED (5 to 0)
4. ADJOURNMENT
The meeting was adjourned at 10:52 a.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for January 14, 2026, 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 81 of 81