HomeMy WebLinkAbout04-08-2026 TBID Agenda Packet
Tourism Business Improvement District Board
AGENDA
Wednesday, April 8, 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 FEBRUARY 11 AND
MARCH 4, 2026
5
3.b SMITH TRAVEL REPORTS (STR)13
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORTS 17
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORTS 21
3.e SLO CHAMBER GUEST SERVICES MONTHLY REPORTS 29
3.f NOBLE STUDIOS & UNIQUELY DRIVEN MARKETING MONTHLY
REPORT
37
The March activity report will be uploaded by end of day Monday, April
6.
3.g BADGER BRANDING ORGANIC SOCIAL REPORTS 47
4.PRESENTATIONS
4.a TOURISM ECONOMICS CO-OP UPDATE (15 MIN)
Representative from Visit SLO CAL will present the findings from the
Economic Impact Study co-op with Tourism Economics.
4.b PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT (20
MIN)
Representatives from the SLO Chamber will present the third quarter
report on the Public Relations and Guest Services contract activities
with the SLO TBID.
5.BUSINESS ITEMS
5.a PHOENIX MEDIA MISSION (10 MIN)
Staff will present the proposed budget for participation in the Phoenix
Media Mission co-op with Visit SLO CAL.
5.b CONCERTS IN THE PLAZA PROPOSAL (25 MIN)
Representatives from Downtown SLO will present an opportunity for
funding for the July 3, 2026 Concerts in the Plaza Block Party and
anniversary celebration.
The written proposal will be uploaded by end of day Monday, April 6.
5.c TBID ANNUAL CONTRACTOR PROPOSALS (30 MIN)
The Board will receive contract proposals for consideration from the San
Luis Obispo Chamber of Commerce on Guest Services & Public
Relations.
5.d WHERE THE MUSIC TAKES YOU CO-OP (10 MIN)
Staff will present an opportunity for a co-op with Visit SLO CAL on their
"Where the Music Takes You" campaign.
6.TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE
6.b MARKETING COMMITTEE UPDATE
6.c MANAGEMENT COMMITTEE UPDATE
6.d PCC UPDATE 67
6.e VISIT SLO CAL UPDATE
6.f TOURISM PROGRAM UPDATE
7.ADJOURNMENT
The next Special Meeting of the Tourism Business Improvement District Board
is scheduled for May 14, 2026 at 9:00 a.m. in the Olive Tree Room at Hotel
Cerro, 1125 Garden St, San Luis Obispo, CA 93401.
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
March 4, 2026, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Present: Member Mark Eads, Member Nipool Patel, Member Prashant
Patel (arrived at 10:07 a.m.), Member Dante Specchierla, Vice
Chair Lori Keller, Chair Clint Pearce
City Staff Present:
Economic Development & Tourism Manager Laura Fiedler,
Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on March 4, 2026 at 10:01 a.m. in the Council
Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Pearce.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By Vice Chair Keller
Second By Member Nipool Patel
To approve Consent Items 3a to 3g.
Ayes (5): Vice Chair L. Keller, Member N. Patel, Member M. Eads, Member D.
Specchierla and Chair C. Pearce
Absent (1): Member P. Patel
CARRIED (5 to 0)
3.a MINUTES OF TBID REGULAR MEETING ON FEBRUARY 11, 2026
3.b SMITH TRAVEL REPORT (STR)
Page 5 of 70
2
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 PARTNER RECEPTION RECAP (5 MINUTES)
Economic Development & Tourism Manager Laura Fiedler presented the
Partner Reception Recap.
Public Comment:
None
--End of Public Comment--
4.b CONTRACTOR EVALUATIONS (15 MINUTES)
Member Prashant Patel arrived at 10:07 a.m.
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the timeline and components of the contractor evaluation
process and responded to inquiries.
Public Comment:
None
--End of Public Comment--
5. BUSINESS ITEMS
5.a Q4 MEDIA PLAN REVIEW (30 MINUTES)
Drew Uhrig and Hayley Corbett f rom Noble Studios presented the outlined
media plan and considerations for the fourth quarter for the Board’s review
and input, including a preview of the new SLO Life Coach assets. The
representatives responded to inquiries.
Public Comment:
None
--End of Public Comment--
Page 6 of 70
3
To approve Option 1 and 2 with the opportunity to increase proposed
budget and spend up to $400,000 from fund balance to augment both
Option 1 and 2 as agency recommends. Marketing Committee will receive
the updated proposal at their March 25 meeting, and has been given
authority to approve an up to amount on behalf of the full Board.
Motion By Vice Chair Keller
Second By Member Nipool Patel
Ayes (6): Vice Chair L. Keller, Member N. Patel, Member P. Patel, Member
M. Eads, Member D. Specchierla and Chair C. Pearce
CARRIED (6 to 0)
5.b IPW BUDGET (5 MINUTES)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and responded to inquiries.
Public Comment:
None
--End of Public Comment--
To approve an additional $3,990 in projected expenses, which totals
$11,490 including the previously committed $7,500 for Visit SLO CAL’s co -
op. All funds to be drawn from the FY2025-26 tradeshow budget.
Motion By Member Nipool Patel
Second By Member Prashant Patel
Ayes (6): Member N. Patel, Member P. Patel, Member M. Eads, Member
D. Specchierla, Vice Chair L. Keller, and Chair C. Pearce
CARRIED (6 to 0)
5.c MEETING AND RETREAT SCHEDULING (10 MINUTES)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the staff report and confirmed March 14 for the off site all-hands
Marketing Retreat.
Page 7 of 70
4
6. TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE
Member Specchierla and Vice Chair Keller shared their observations from
the past month regarding occupancy and bookings.
6.b MARKETING COMMITTEE UPDATE
No marketing subcommittee meeting was held.
6.c MANAGEMENT COMMITTEE UPDATE
No management subcommittee meeting was held.
6.d PCC UPDATE
Member Specchierla provided a brief update on PCC activities.
6.e VISIT SLO CAL UPDATE
Molly Cano, Vice President of Marketing from Visit SLO CAL provided a
brief update on the restructuring of the Visit SLO CAL team.
6.f TOURISM PROGRAM UPDATE
Jacqui Clark-Charlesworth, Tourism & Community Promotions Manager
provided the Tourism Program Update.
7. ADJOURNMENT
The meeting was adjourned at 11:21 a.m. The next Regular Meeting of the
Tourism Business Improvement District Board is scheduled for April 8, 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 70
1
Tourism Business Improvement District Board Minutes
February 11, 2026, 10:00 a.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
TBID Board Absent: Member Eads, Member Christine Nelson (arrived at 10:21 a.m.),
Member Prashant Patel, Member Dante Specchierla, Vice Chair
Lori Keller (left at 11:20 a.m.), Chair Clint Pearce
TBID Board Absent: Member Nipool Patel
City Staff Present: Economic Development & Tourism Manager Laura Fiedler
____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Tourism Business Improvement
District Board was called to order on February 11 at 10:02 a.m. in the Council
Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, by Chair Pearce.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By Vice Chair Keller
Second By Member Specchierla
To approve Consent Items 3a. to 3g.
Ayes (5): Member Eads, Member P. Patel, Member Specchierla, Vice Chair
Keller, and Chair Pearce
Absent (2): Member Nelson, and Member N. Patel
CARRIED (5 to 0)
3.a MINUTES OF TBID REGULAR MEETING ON JANUARY 14, 2026
3.b SMITH TRAVEL REPORT (STR)
3.c TRANSIENT OCCUPANCY TAX (TOT) REPORT
3.d SLO CHAMBER PUBLIC RELATIONS MONTHLY REPORT
Page 9 of 70
2
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 (25 MINUTES)
Drew Uhrig, Danni Winter, and Hayley Corbett from Noble Studios
presented the second quarter report for the marketing activities for the
SLO TBID.
Public Comment:
None
--End of Public Comment—
Action: No action taken on this item.
4.b VISIT SLO CAL VISITOR PROFILE STUDY (15 MINUTES)
Molly Cano from Visit SLO CAL shared the results from the 2025 Visitor
Profile Study conducted by Heart and Mind Strategies that Visit SLO
participated in as a co-op.
Public Comment:
None
--End of Public Comment—
Action: No action taken on this item.
4.c VISIT SLO BRAND SENTIMENT SURVEY (20 MINUTES)
Hayley Corbett, B.C. LeDoux, and Jeff Delkis from Noble Studios
presented the findings from the recent Brand Sentiment Tracker Study,
conducted in partnership with Wiser Insights.
Public Comment:
None
--End of Public Comment—
Action: No action taken on this item.
Page 10 of 70
3
Vice Chair Lori Keller left at 11:20 a.m.
4.d SLO CAL WELCOME PROGRAM (15 MINUTES)
Whitney Chaney from Visit SLO CAL shared updates on the refreshed
SLO CAL Welcome Training Program.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
5. BUSINESS ITEMS
5.a VISIT SLO CAL MARKETING & PR CO-OP FOR WORLD CUP AND
HIGHWAY 1 RE-OPENING (15 MINUTES)
Economic Development & Tourism Manager Laura Fielder presented the
recommendation of the TBID Marketing Subcommittee for the Board's
review and approval on a co-op opportunity from Visit SLO CAL to
participate in additional marketing and PR activities related to the World
Cup and Highway 1 reopening.
Public Comment:
None
--End of Public Comment--
Motion By Member Specchierla
Second By Member P. Patel
To approve the TBID Marketing Subcommittee recommendation to
participate in two co-ops as offered by Visit SLO CAL: 1) Sojern co-op for
$5,000 for the Highway 1 reopening out of the FY 2025 -26 Co-Op
Marketing Program budget line; and up to $1,500 to participate in the
earned media familiarization “fam” opportunity also for the Highway 1
reopening out of the FY2025-26 FAM hosting budget line.
Ayes (5): Member Eads, Member Nelson, Member P. Patel, Member
Specchierla, and Chair Pearce
Absent (2): Member N. Patel, and Vice Chair Keller
CARRIED (5 to 0)
Page 11 of 70
4
6. TBID LIAISON REPORTS & COMMUNICATION
6.a HOTELIER UPDATE
No updates at this time.
6.b MARKETING COMMITTEE UPDATE
Marketing Committee recommendation regarding Visit SLO CAL co-op
opportunities was reviewed on Item 5a.
6.c MANAGEMENT COMMITTEE UPDATE
Management Committee reported they reviewed an update on the TBID
fund balance and budget.
6.d PCC UPDATE
Member Specchierla provided a brief update on PCC activities.
6.e VISIT SLO CAL UPDATE
Chair Pearce provided a brief update on Visit SLO CAL activities.
6.f TOURISM PROGRAM UPDATE
Economic Development & Tourism Manager Laura Fiedler provided the
Tourism Program update.
7. ADJOURNMENT
The meeting was adjourned at 11:59 a.m. The Regular Meeting of March 11,
2026, is cancelled and rescheduled. The next rescheduled Regular Meeting of
the Tourism Business Improvement District Board will be Wednesday, March 4,
2026, at 10 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 12 of 70
FEBRUARY 2026
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 66.59 68.69 67.19 203.68 246.15 216.08 135.62 169.07 145.18 6.16 14.19 8.39 12.21 41.46 20.42 19.12 61.53 30.52
City of Paso Robles 44.80 53.40 47.26 128.66 175.46 143.77 57.64 93.70 67.95 -14.54 -1.59 -10.75 -11.25 -8.27 -9.31 -24.16 -9.73 -19.06
City of Pismo Beach 48.50 70.27 54.72 161.32 217.90 182.08 78.25 153.12 99.64 17.44 15.23 16.62 4.19 3.01 3.52 22.36 18.70 20.72
City of San Luis Obispo 63.14 73.13 66.00 142.18 164.91 149.38 89.78 120.60 98.58 5.67 5.78 5.70 3.45 -6.52 -0.26 9.31 -1.12 5.43
City of Morro Bay 44.60 63.52 50.01 104.08 136.44 115.82 46.42 86.67 57.92 12.43 15.15 13.41 3.48 9.58 6.13 16.34 26.19 20.36
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 66.40 82.92 71.12 204.37 219.94 209.56 135.70 182.38 149.04 9.17 3.31 7.15 12.51 2.66 8.63 22.83 6.06 16.40
City of Paso Robles 48.49 87.56 59.65 136.22 280.92 196.91 66.05 245.98 117.46 -1.04 0.83 -0.26 -10.42 3.05 -2.56 -11.35 3.91 -2.81
City of Pismo Beach 52.44 85.74 61.95 168.90 312.94 225.86 88.56 268.32 139.92 14.03 -2.95 6.65 2.33 4.35 0.99 16.69 1.28 7.71
City of San Luis Obispo 64.88 92.79 72.85 146.00 235.06 178.41 94.73 218.11 129.98 13.61 2.55 9.32 6.15 1.17 2.35 20.60 3.75 11.88
City of Morro Bay 46.81 89.63 59.04 111.54 211.77 155.01 52.21 189.81 91.53 12.61 3.27 8.36 13.94 15.52 13.34 28.31 19.30 22.82
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 65.88 75.40 68.60 190.22 197.81 192.60 125.33 149.15 132.13 3.00 7.24 4.29 2.06 6.66 3.49 5.12 14.38 7.94
City of Paso Robles 55.73 71.97 60.37 157.42 192.25 169.28 87.73 138.36 102.20 -7.90 -1.55 -5.83 -0.99 -5.50 -2.42 -8.81 -8.81 -8.11
City of Pismo Beach 56.31 78.12 62.54 198.99 235.65 212.07 112.05 184.09 132.63 -14.51 -7.05 -11.99 7.63 2.05 5.81 -7.99 -7.99 -6.88
City of San Luis Obispo 66.34 85.94 71.94 158.34 206.09 174.64 105.04 177.11 125.63 -5.05 5.11 -1.82 7.09 3.53 6.37 1.68 1.68 4.44
City of Morro Bay 52.17 74.20 58.46 122.05 146.96 131.08 63.67 109.05 76.64 -4.12 6.65 -0.47 11.98 8.49 11.13 7.37 7.37 10.61
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 69.39 71.99 70.13 194.62 188.89 192.94 117.54 125.93 119.94 3.42 4.34 3.69 5.08 1.65 4.07 0.06 8.93 2.57
City of Paso Robles 53.79 77.48 60.56 139.71 205.54 163.77 58.64 106.18 72.22 0.29 13.54 4.76 -7.05 -1.92 -3.83 -23.09 -14.10 -19.55
City of Pismo Beach 54.60 79.18 61.63 164.82 233.95 190.20 74.18 145.37 94.52 4.65 3.05 4.06 2.54 6.43 4.14 -6.58 1.59 -3.16
City of San Luis Obispo 65.21 87.10 71.46 147.30 205.51 167.57 89.42 148.19 106.21 4.67 15.31 8.15 6.08 7.97 7.65 1.01 8.51 3.87
City of Morro Bay 48.42 78.90 57.13 105.99 141.75 120.10 45.02 78.86 54.69 6.94 22.57 12.60 6.17 2.32 5.48 -3.91 -1.61 -2.97
Percent Change
Occupancy (%)
For the Week of February 22, 2026
to February 28, 2026
For the Week of February 15, 2026
to February 21, 2026
For the Week of February 08, 2026
to February 14, 2026
Current Week Totals
RevPar
For the Week of February 01, 2026
to February 07, 2026
Current Week Totals
Occupancy (%)ADR RevPar
Current Week Totals
Occupancy (%)
Current Week Totals
Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Occupancy (%)ADR RevPar
ADR RevPar Occupancy (%)ADR
ADR
RevPar
Percent Change
Occupancy (%)ADR RevPar
Percent Change
Page 13 of 70
Page 14 of 70
MARCH 2026
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 66.85 73.28 68.68 201.78 197.60 200.51 134.88 144.79 137.71 1.86 5.58 2.97 3.69 4.40 3.88 5.62 10.22 6.96
City of Paso Robles 53.33 74.91 59.49 141.77 213.73 167.66 75.60 160.10 99.75 9.05 2.42 6.57 -5.99 0.16 -3.77 2.51 2.59 2.55
City of Pismo Beach 52.46 75.10 58.93 180.82 254.05 207.49 94.85 190.79 122.26 17.27 -1.37 9.72 11.60 8.42 8.46 30.87 6.94 18.99
City of San Luis Obispo 61.59 83.66 67.90 145.61 188.00 160.53 89.69 157.29 109.00 10.30 2.40 7.38 9.08 -8.47 0.31 20.31 -6.28 7.71
City of Morro Bay 49.94 74.90 57.07 111.60 151.92 126.72 55.73 113.79 72.32 16.09 5.80 12.00 7.47 4.39 5.26 24.76 10.45 17.89
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 68.26 77.87 71.01 201.20 203.56 201.94 137.34 158.52 143.39 5.00 6.82 5.56 6.89 5.62 6.49 12.23 12.83 12.42
City of Paso Robles 56.91 76.05 62.38 145.62 221.80 172.16 82.87 168.68 107.39 3.01 3.61 3.21 -5.42 -10.25 -7.59 -2.58 -7.01 -4.62
City of Pismo Beach 57.81 81.21 64.50 191.01 267.83 218.65 110.43 217.51 141.03 11.76 9.55 10.95 13.42 8.18 10.84 26.75 18.52 22.98
City of San Luis Obispo 60.95 85.56 67.98 146.53 206.34 168.04 89.31 176.54 114.23 8.57 9.96 9.07 3.23 1.97 2.78 12.08 12.12 12.10
City of Morro Bay 52.71 80.70 60.71 111.67 160.17 130.09 58.86 129.26 78.98 22.35 24.76 23.26 8.76 7.48 8.35 33.07 34.09 33.55
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 74.73 78.83 75.90 206.22 200.09 204.40 154.10 157.74 155.14 3.90 5.37 4.33 2.60 5.07 3.29 6.60 10.71 7.76
City of Paso Robles 60.26 87.56 68.06 143.77 263.66 187.84 86.64 230.86 127.85 3.47 9.01 5.44 -5.86 11.20 2.80 -2.60 -2.60 8.39
City of Pismo Beach 66.62 81.71 70.93 195.18 279.85 223.05 130.04 228.66 158.22 11.50 -1.06 7.03 11.75 10.09 9.89 24.60 24.60 17.61
City of San Luis Obispo 70.16 87.27 75.04 142.61 193.33 159.46 100.05 168.71 119.66 10.47 8.52 9.82 -0.86 -4.51 -2.50 9.53 9.53 7.07
City of Morro Bay 63.70 86.81 70.30 116.21 180.01 138.72 74.02 156.26 97.52 20.28 10.96 16.82 9.03 12.86 9.89 31.14 31.14 28.37
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
California 71.39 79.74 73.77 212.39 204.10 209.83 151.62 162.75 154.80 7.79 7.59 7.73 17.32 6.93 13.99 26.45 15.05 22.80
City of Paso Robles 62.95 85.64 69.43 150.53 246.08 184.21 94.75 210.75 127.89 6.60 8.81 7.37 -0.99 2.92 1.04 5.55 11.99 8.49
City of Pismo Beach 69.16 82.85 73.07 211.61 296.90 239.24 146.34 245.97 174.81 5.53 3.76 4.95 14.77 15.26 14.82 21.11 19.60 20.50
City of San Luis Obispo 71.84 89.01 76.75 144.95 200.62 163.40 104.14 178.57 125.40 10.38 12.51 11.08 1.56 5.61 3.30 12.11 18.82 14.74
City of Morro Bay 65.95 86.70 71.88 124.38 178.96 143.19 82.04 155.16 102.93 10.95 20.13 13.95 12.05 15.88 14.37 24.32 39.21 30.32
Occupancy (%)ADR RevPar
Percent Change
Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals
RevPar
For the Week of March 01, 2026 to
March 07, 2026
Current Week Totals
Occupancy (%)ADR RevPar
Current Week Totals
ADR
Percent Change
Occupancy (%)
For the Week of March 22, 2026 to
March 28, 2026
For the Week of March 15, 2026 to
March 21, 2026
For the Week of March 08, 2026 to
March 14, 2026
Current Week Totals
Occupancy (%)
Occupancy (%)ADR RevPar
ADR RevPar Occupancy (%)ADR RevPar
Percent Change
Page 15 of 70
Page 16 of 70
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$ 1,083,144$ 17.55%
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$ 836,288$ 1.35%
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$ 683,151$ 7.24%
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$ 718,912$ 3.20%
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$ 6,759,315$
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 59.7 60.1 0.7%146.24$ 147.73$ 1.0%87.35$ 88.76$ 1.6%
January 62.3 61.7 -1.0%144.11$ 145.77$ 1.2%89.82$ 90.01$ 0.2%
February
March
April
May
June
Total/Average 69.76 174.59$ 123.30$ Updated: 03/12/2026
Occupancy (%)ADR RevPAR*Figures from Smith
Travel Research Report
TOT Comparison
Page 17 of 70
Page 18 of 70
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$ 1,083,144$ 17.55%
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$ 836,288$ 1.35%
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$ 683,151$ 7.24%
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$ 718,912$ 3.20%
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$ 830,134$ 11.34%missing 4 hotels
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$ 7,589,449$
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 59.7 60.1 0.7%146.24$ 147.73$ 1.0%87.35$ 88.76$ 1.6%
January 62.3 61.7 -1.0%144.11$ 145.77$ 1.2%89.82$ 90.01$ 0.2%
February 67.1 70.7 5.4%160.58$ 167.18$ 4.1%107.72$ 118.23$ 9.76%
March
April
May
June
Total/Average 69.43 69.70 0.4%172.84$ 175.84$ 1.7%121.35$ 123.88$ 2.1%Updated: 04/02/2026
Occupancy (%)ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Page 19 of 70
Page 20 of 70
SLO Chamber of Commerce
Public Relations
Contract
Report to the City of San
Luis Obispo – TBID & PCC
February 2026
Page 21 of 70
SLO Chamber of Commerce
Implementation and Proactive Work
Began planning for travel writer Cassandra Brooklyn's upcoming CCTC Road Trip Pass Fam in partnership
w/Uniquely Driven
Met with Courtyard by Marriott San Luis Obispo PR team ahead of their reopening after renovation
Continued working with the City and Noble Studios/Uniquely Driven on overall tourism marketing
campaign
2
Responsive Work & Partnerships
Pitched "Spring Thrills", "Flavors Across Borders" and "Agritourism Experiences for the Whole
Family" to Visit California
Reviewed March social media calendar for Central Coast Tourism Council
Reviewed Central Coast Tourism Council "The Competitor" Itinerary
Shared Buy Local Bonus Results News Release with local media
Met with Visit SLO CAL PR Team
Attended internal 30/60/90 Marketing Planning meeting with Noble Studios, Badger Branding and
Uniquely Driven
Media Features
Proactive Work
Essence | 7 Escapes For The Perfect Valentine’s Day Weekend Getaway | UVPM: 1,522,752
As a result of hosting Ronny Maye in fall of 2024 in partnership with Uniquely Driven
Visit California | L.A. to the Bay: Highway 1 Road Trip for Soccer Fans | UVPM: 407,995
As a result of responsive pitching
Eater LA | The Best Road-Trip-Worthy Restaurants Along California’s Central Coast, According to Eater
Editors | UVPM: 367,170,973
As a result of proactive pitching by Uniquely Driven
Yahoo | The Best Road-Trip-Worthy Restaurants Along California’s Central Coast, According to Eater
Editors | UVPM: 367,170,973
As a result of proactive pitching by Uniquely Driven
Page 22 of 70
SLO Chamber of Commerce
Media Features
Media Monitoring
FEBRUARY TOTALS:
Placements: 20
UVPM: 563,873,596
YEAR TO DATE TOTALS:
Placements: 140
UVPM: 4,117,085,658
3
PUBLICATION PLACEMENTS UVPM
MSN 13 places to visit in California that prove this state is
truly golden
168,780,868.00
TRAVEL + LEISURE Discover California's 25 Best Destinations for Every
Traveler
11,640,000.00
THE TRAVEL Forget The Pacific Coast Highway: This Spectacular
Amtrak Route Boasts Even Better Ocean Views
3,730,457.00
CONDE NAST TRAVELER 13 Places to Visit in California That Prove This State Is
Truly Golden
3,423,900.00
MENTAL FLOSS The Most Popular Roadside Attractions in the U.S.,
Ranked
2,258,176.00
FAMILY DESTINATIONS
GUIDE
12 Nostalgic Roadside Attractions In California That’ll
Transport You To A Different Time 1,576,542.00
FAMILY DESTINATIONS
GUIDE
This 656-Mile Road Trip In California Is So Gorgeous,
You’ll Wish It Never Ends 1,576,542.00
SANTA BARBARA
INDEPENDENT Highway 1 In A Day 333,145.00
SLO TRIBUNE SLO Lunar New Year celebration to take over ‘heart of
downtown’ with music, food 241,611.00
PLANETWARE Amtrak's Best California Train Journeys To Explore The
Golden State 240,070.00
KSBY Preparations underway for Lunar New Year Celebration
in downtown San Luis Obispo 231,408.00
DECORHINT These Are The Most Underrated Places In California That
Deserve Way More Attention 46,414.00
PASO ROBLES DAILY SLO International Film Festival nominated for USA Today
10 Best award 20,459.00
MUSTANG NEWS Cal Poly and San Luis Obispo celebrate Lunar New Year 28,786.00
TRAVEL2NEXT 20 Things to Do in San Luis Obispo That Make It
California’s Perfect Stopover 21,816.00
Page 23 of 70
Page 24 of 70
SLO Chamber of Commerce
Public Relations
Contract
Report to the City of San
Luis Obispo – TBID & PCC
March 2026
Page 25 of 70
SLO Chamber of Commerce
Implementation and Proactive Work
Continued planning for travel writer Cassandra Brooklyn's upcoming CCTC Road Trip Pass Fam in
partnership w/Uniquely Driven
Continued planning with the SLO International Film Festival team on festival media hosting collaboration
Continued working with the City and Noble Studios/Uniquely Driven on overall tourism marketing
campaign
2
Responsive Work & Partnerships
Pitched "Spring Thrills", "Flavors Across Borders" and "Agritourism Experiences for the Whole
Family" to Visit California
Reviewed April social media calendar for Central Coast Tourism Council
Reviewed Central Coast Tourism Council "The Collector" Itinerary
Attended Visit California Outlook Forum
Attended Visit SLO CAL Quarterly PR Mixer
Met with Blue Mango Marketing Team
Met with SLO Wine Mixer planning team and began planning to partner with them to host
influencer Sam Capaldi
Met with Highway One Road Trip team
Attended 30/60/90 Marketing Planning meeting with Noble Studios, Badger Branding and Uniquely
Driven
Media Features
Proactive Work
Travel + Leisure | This Is California’s Most Underrated Road Trip—and It Goes Along One of the State’s
Oldest Highways | UVPM: 11,877,345
As a result of hosting Cu Fleshman in summer of 2025 in partnership with Uniquely Driven
Yahoo! Creators | 10 Best Places to Eat and Drink in San Luis Obispo, California's Best Small City | UVPM:
2,741,635
As a result of hosting Fiona Chandra on The Essence of SLO(w) Travel Fam in April 2025 in partnership
with Uniquely Driven
Visit California | Art Outside the Gallery | UVPM: 643,313
As a result of responsive pitching
805 Living | March '26 Restaurant Issue: Repeat Restauranteurs | UVPM: 31,891
As a result of proactive pitching by Uniquely Driven
Page 26 of 70
SLO Chamber of Commerce
Media Features
Media Monitoring
MARCH TOTALS:
Placements: 12
UVPM: 47,366,821
YEAR TO DATE TOTALS:
Placements: 152
UVPM: 4,164,085,658
3
PUBLICATION PLACEMENTS UVPM
AOL America's Sticky Obsession-Why We Love (and Loathe)
Bubblegum Alley 26,655,684.00
THE POINTS GUY 9 best places to travel solo in the US in 2026 4,935,525.00
TRIBUNE SLO has one of the best film festivals in country, new
ranking says 241,611.00
KEYT New Parking Garage Opens in SLO, Hoping to Drive More
People Into Downtown 116,222.00
DECORHINT This BBQ Spot In California Serves A Tri-Tip Sandwich
Famous Nationwide 80,388.00
FINE MAGAZINE
San Luis Obispo Spring Getaway: Luxury Wellness,
Wildflower Escapes, and Design-Forward Living at Hotel
SLO
20,197.00
FAST FOOD CLUB This California coastal town is becoming one of the best
places to retire without giving up beauty or walkability 18,294.00
BAY AREA PARENT Vacation on the Central Coast 4,716.00
Page 27 of 70
Page 28 of 70
SLO Chamber of Commerce
Guest Services
Contract
Report to the City of San
Luis Obispo
February 2026
Page 29 of 70
SLO Chamber of Commerce
VISITOR INTERACTION
Feb.
2025
Jan.
2026
Feb.
2026
Walk-Ins 3,905 3,023 3,684
Phone Calls 155 171 284
Email & Digital 1,313 1,048 1,340
2
CALLS TO 877-SLO-TOWN
Feb.
2025
Jan.
2026
Feb.
2026
Calls 29 33 18
HOTEL REFERRALS
Feb.
2025
Jan.
2026
Feb.
2026
Referrals 38 39 29
HOTEL AVAILABILITY TRACKER
Feb.
2025
Jan.
2026
Feb.
2026
Email 74 85 70
Phone Calls 106 124 107
INFORMATION REQUESTS
Feb.
2025
Jan.
2026
Feb.
2026
Fullfilled 40 0 0
EVENTS SHARED
Feb.
2026 YTD
VisitSLO.com 22 48
DEMOGRAPHIC SNAPSHOT
International Travelers
Asia 20%
Europe 17%
Middle East 0%
Australia/NZ 7%
UK 13%
North America 20%
Central America 0%
South America 24%
Africa 0%
Domestic Travelers
West Coast 18%
Southwest 6%
Midwest 33%
South 19%
East Coast 24%
California Travelers
Northern CA 25%
Central Coast 49%
Central Valley 4%
Desert 1%
Southern CA 21%
Page 30 of 70
SLO Chamber of Commerce
Other Highlights
3
SLOCAL Welcome Certified
This month the Visitor Center Staff
went through the rejuvenated
VisitSLOCAL customer service
training program designed
specifically for our unique travel and
tourism industry. We are proud to
say that we are SLOCAL Welcome
Experts!
The Visitor Center Manager attended the TBID
Partner reception along with our fellow Visit
SLO Contractors and PCC Board to network and
inform our local hoteliers about the current
and future work being done to help support
our destination.
TBID Partner Reception
Guest Quote of the Month
“My San Luis Obispo claim to fame is that I planned out a full
service road from main campus to Poly Canyon as my senior
project. Ten years later they contacted me to use my plans for a
new community they were looking to build that you all know
today as Poly Canyon Village.”
Cal Poly Class of 1975 graduate from Northern California that
stopped with his wife to rediscover SLO after an 9 year absence.
Page 31 of 70
Page 32 of 70
SLO Chamber of Commerce
Guest Services
Contract
Report to the City of San
Luis Obispo
March 2026
Page 33 of 70
SLO Chamber of Commerce
VISITOR INTERACTION
Mar.
2025
Feb.
2026
Mar.
2026
Walk-Ins 4,622 3,684 4,282
Phone Calls 247 284 285
Email & Digital 1,490 1,340 1,905
2
CALLS TO 877-SLO-TOWN
Mar.
2025
Feb.
2026
Mar.
2026
Calls 29 18 21
HOTEL REFERRALS
Mar.
2025
Feb.
2026
Mar.
2026
Referrals 59 29 45
HOTEL AVAILABILITY TRACKER
Mar.
2025
Feb.
2026
Mar.
2026
Email 87 70 76
Phone Calls 133 107 112
INFORMATION REQUESTS
Mar.
2025
Feb.
2026
Mar.
2026
Fullfilled 38 0 0
EVENTS SHARED
Mar.
2026 YTD
VisitSLO.com 37 85
DEMOGRAPHIC SNAPSHOT
International Travelers
Asia 14%
Europe 27%
Middle East 0%
Australia/NZ 9%
UK 32%
North America 14%
Central America 0%
South America 5%
Africa 0%
Domestic Travelers
West Coast 15%
Southwest 8%
Midwest 35%
South 12%
East Coast 29%
California Travelers
Northern CA 22%
Central Coast 36%
Central Valley 4%
Desert 2%
Southern CA 36%
Page 34 of 70
SLO Chamber of Commerce
Other Highlights
3
Welcome Back Cami!
The Visitor Center welcomed Cami
Glanville back as an Information
Specialist after spending some time
studying abroad in Spain. We are
happy to have her back as a part of
our team!
This month we were able to meet lots of
visitors taking advantage of their spring break
in San Luis Obispo. We were able to help both
teachers and families with children learn more
about this special city!
Guest Quote of the Month
“We stumbled upon San Luis for the first time as just a place we
could wait out the heavy rain during our road trip, but we are
back for a week this time because we loved the small town
atmosphere and you all have the best gnocchi I’ve ever tasted.”
Couple from Washington that discovered San Luis Obispo last
November driving up the coast from their typical vacation
destination in Temecula. They were gathering more information
to share with their friends as they would like to make San Luis
Obispo their California escape.
Spring Break Season
Page 35 of 70
Page 36 of 70
SLO Marketing Activities Report
Key Performance Highlights
February 2026
At-a-Glance Highlights
● Total Website Sessions: 78,977 (-1% YoY)
● Top Traffic Source: Paid Social 24,929 (+6% YoY)
● Total Lodging Referrals: 4,864 (+49% YoY)
● Top Performing Ads:
○ SLO Life Coach | 65+ | Video | Culinary (6.54% CTR)
○ SLO Life Coach | Wine & Dine | Video | Intro (5.37% CTR)
○ SLO Life Coach | Remarketing | Video | Intro (5.20% CTR)
● Earned Media (Public Relations): 379,502,742 Impressions/Circulation across 5
secured placements
YTD KPI Performance
Expected Pace through February: 58%
Page 37 of 70
Overall Performance Summary
Despite industry-wide organic traffic declines of 20%–40%, VisitSLO.com has maintained
relatively flat overall website traffic YoY. Strong paid performance has continued to
contribute large YoY improvements that have greatly helped to offset organic traffic
losses with large improvements in paid efficiency due to the new SLO Life Coach
campaign assets.
While our overall sessions and paid sessions KPIs are trailing slightly behind goal, our
paid media efforts tapered off in December and started picking up steam again in
February, and we expect to see improvements in our percent to goal in the next few
months.
At a 10% increase in total paid traffic, the SLO Life Coach campaign and evergreen
MidWeekend messaging have greatly contributed to YoY improvements in efficiency
and conversion, resulting in a 101% increase in paid partner referrals, a 75% increase in
lodging referrals, a 41% increase in engagement rate, and a 71% increase in average
engagement time.
We are continuing to implement new creative assets for the SLO Life Coach campaign,
including the new short-form video cutdowns on select paid channels while featuring
the full-length videos on our paid landing pages and across other organic pages on the
site. We will also be rolling out the new SLO Life Tips short-form videos to drive further
brand awareness and consideration in upper and mid-funnel channels.
Paid Media Snapshot
● Paid Search
○ Sessions: 6,132 (+46% YoY)
○ Impressions: 50,126 (+21% YoY)
○ Clicks: 6,142 (+44% YoY)
○ CTR: 12.25% (+19% YoY)
○ Lodging Referrals: 3,102 (+71% YoY)
○ Cost: $18,835 (+5% YoY)
● Paid Social
○ Sessions: 24,904 (+5% YoY)
○ Impressions: 2,779,684 (+22% YoY)
○ Clicks: 66,675 (+23% YoY)
○ CTR: 2.40% (+1% YoY)
○ Total Referrals: 80 (-14% YoY)
○ Engagement Rate: 22.11% (+55% YoY)
○ Cost: $23,059 (-1% YoY)
2
Page 38 of 70
● Display, Demand Gen, & PMAX
○ Sessions: 16,508 (+91% YoY)
○ Impressions: 1,236,511 (-45% YoY)
○ Clicks: 17,173 (-16% YoY)
○ CTR: 1.39% (+54% YoY)
○ Lodging Referrals: 404 (+120% YoY)
○ Cost: $11,589 (+31% YoY)
● Video
○ Sessions: 1,811 (+11% YoY)
○ Impressions: 197,901 (-7% YoY)
○ Clicks: 2,637 (+5% YoY)
○ CTR: 1.33% (+13% YoY)
○ Lodging Referrals: 13
○ Cost: $2,214 (+10% YoY)
3
Page 39 of 70
Key Insight: Paid media saw a very strong February with large improvements in
conversion efficiency and engagement. Paid Search and Performance Max campaigns
saw a 70% and 150% improvement in total conversions, respectively, despite only a total
increase in spend of 12%. The large improvements in engagement metrics also signal
that our ads are showing up in front of the right people at the right time with messaging
that resonates.
Owned Media Snapshot
Email Marketing
We sent one email in February that highlighted the MidWeekend in SLO, with the hero
content and primary CTA leading to the MidWeekend page. Ultimately, 25% of the traffic
went to the MidWeekend page, with another 18% of traffic going to the MidWeekend
deals page. The email also promoted our romantic getaway itinerary and featured our
first promotion of SLO Film Fest in 2026. The 49% decrease in sessions was mostly
attributed to sending two emails in February of 2025, and we saw great improvements in
engagement metrics this year, with a 16% increase in engagement rate and a 33%
increase in average engagement time, indicating that our email was well-received and
engaged our readers.
4
Page 40 of 70
● Emails Sent: 1
● Avg. Open Rate: 13.1% (15.70% Benchmark)
● Avg. Click Rate: 1.3% (1.6% Benchmark)
● Total Sessions: 584 (-49% YoY)
● Total Partner Referrals: 109 (-11% YoY)
● Total Lodging Referrals: 58 (-24% YoY)
● Conversion Rate: 8.56% (+32% YoY)
● Engagement Rate: 57% (+16% YoY)
● Average Engagement Time Per Session: 1m 12s (+33% YoY)
● Page Views Per Session: 2.7 (+13% YoY)
Website
● Total Sessions: 78,977 (-1% YoY)
● Lodging Partner Referrals: 4,864 (+49% YoY)
● Avg. Pages/Session: 1.8 (+8% YoY)
● Average Session Duration: 0m 31s (+24% YoY)
● Top Lodging Referral Channels: Paid Search (64% of total lodging referrals),
Organic Search (16% of total lodging referrals), Cross-Network (8% total lodging
referrals)
5
Page 41 of 70
SEO + Content
● Organic Search Sessions: 15,463 (-15% YoY)
● Organic Search Partner Referrals: 3,393 (+6% YoY)
● Organic Search Impressions: 1.6 Mil (+5% YoY)
● Organic Search Clicks: 11.4K (-19% YoY)
● Organic Search CTR: 0.7% (-22% YoY)
● Page 1 Keywords: 4.8K (Flat YoY)
● Sessions from LLMs (ChatGPT, Claude, Gemini, etc): 238 (+303% YoY)
● Partner Referrals from LLMs (ChatGPT, Claude, Gemini, etc): 39 (+225% YoY)
● Top Impression Gains: Hearst Castle, San Luis Obispo Weather, SLO weather, SLO
● Top Click Losses: things to do in San Luis Obispo, things to do in SLO, sunset drive
in
Key Takeaway: While February saw a 15% decrease in organic sessions, we saw a 26%
increase in organic search conversion rates, resulting in a 6% increase in total organic
partner referrals. Strong improvements in engagement metrics indicate that while total
organic search traffic is down, the people who are coming to the site are more engaged
and ready to explore SLO more than past users.
The homepage saw a 50% increase in organic search traffic, while some pages, like our
things to do hub, saw a 25% decrease. Specific things to do pages, like the SLO
Downtown page, saw a 64% increase in traffic, indicating that as people explore more
detailed searches, they’re more likely to explore a page on the site regarding a specific
topic.
The largest declines in organic clicks are coming from things to do queries. VisitSLO.com
continues to rank in position 1 for “things to do in San Luis Obispo”, 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, resulting in a 53% decrease in clicks from that query.
Amid this rapidly shifting search landscape and broader changes in how users engage
with search and AI, organic traffic declined 15% YoY in February, which was significantly
lower than we’ve been seeing the last several months and lower than trends we’ve seen
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.
6
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We are seeing Visit SLO used as a cited source in the AI Overviews with a highlighted link
to the website on the sidebar.
7
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8
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Between January and February, AI Overview citations and total opportunities remained
relatively flat, however, we saw a large increase in total images ranking on the SERP.
Web Maintenance & Creative
Website Services
● February Website Services Efforts:
○ 3.75h out of 120h were used for February 2026
■ Remaining hours: 5
○ Updates to Stakeholder Hero (adding CTA)
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Creative Services
● February Creative Services Efforts:
○ 1.25h out of 150 hours were utilized for February 2026
■ Remaining hours: 104.25
○ Updates to Media Page, Stakeholder Updates
Earned Media Activity
Earned Media Highlights
Total Impressions/Circulation: 379,502,742
Placements: 5
Press Coverage
● 2/1/26: Travel + Leisure: Discover California's 25 Best Destinations for Every
Traveler (Stacey Leasca) (Reach: 10,710,003)
● 2/1/26: Essence: 7 Escapes For The Perfect Valentine’s Day Weekend Getaway
(Ronny Maye) (Reach: 968,808)
● 2/9/26: RV Lifestyles: The Ultimate List of Spring Road Trips for RV Enthusiasts
(Mike Wendland) (Reach: 31,276)
● 2/19/26: Eater LA: The Best Road-Trip-Worthy Restaurants Along California’s
Central Coast, According to Eater Editors (Mona Holmes) (Reach: 621,682)
○ Yahoo Lifestyle (syndication): Reach: 367,170,973
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February 2026
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 03/04/26Page 47 of 70
Followers: 42,828 ( .7%)
Total Net Growth: 314
Total Posts: 245
Total Views: 778,767 ( 6.7%)
Total stories: 229
Total Engagements: 3,873 ( 35.5%)
Engagement Rate: .5% ( 40%)
INSTAGRAM
In February, we saw a follower increase of 314 new users! Our views increased by almost 7%. Our engagements and engagement
rate decreased this month due to the success of the Vanderpump Rules reel in January that has 335 sends alone, not including the
other engagement analytics.
TOP POSTS:
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Page Followers: 108,281 ( .2%)
Total Net Audience Growth: 195
Total Posts: 17
Total Impressions: 2,478,285 ( 6.6%)
Total Organic: 101,441 ( 42%)
Total Engagements: 1,497 ( 51%)
Engagement Rate: .1% ( 0%)
Video Views: 187,926
FACEBOOK
TOP POSTS:
In February, we saw a net follower increase of 195 new users! Our impressions increased by almost 7%, which is a success
since they increased by almost 1000% last month and we expected them to decrease this month. Our engagements
decreased due to the popularity of the SLO Restaurant Month-related content in January.
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Followers: 3,171 ( 1.9%)
Followers Gained: 59
Impressions: 20,948 ( 22%)
Engagement: 715 ( 49%)
Engagement Rate: 3.4% ( 22.5%)
In February, we saw an increase of 59 new users! Our impressions increased by 22%, our engagements by 49% and our
engagement rate by 22.5%. Top performers were trending content and Valentine’s Day content.
TIKTOK
TOP POSTS:
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Total Audience: 526 ( 1.9%)
Total Net Growth: 10
Total Posts: 4
Impressions: 309 ( .3%)
Engagements: 12 ( 40%)
Engagement Rate: 3.9% ( 40%)
LINKEDIN
In February, we saw an increase of 10 new followers! Our impressions slightly increased and our engagements decreased.
We expect these measurements to come up as travel ramps back up in the spring and summer months.
TOP POSTS:
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Impressions: 5.34k ( 5%)
Engagements: 282 ( 35%)
Outbound Clicks: 5
Saves: 101 ( 27%)
Total Audience: 2.83k ( 22%)
Engaged Audience: 183 ( 11%)
In February, we saw an increase in engagements, outbound clicks, saves and engaged audience. We will continue to
mirror from IG to this platform.
PINTEREST
TOP POSTS:
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WHAT WE WORKED ON THIS MONTH:
- Valentine’s Day & Galentine’s Day
- Valentine’s Day To Do’s (14k Views)
- 2 Ticket Tuesdays
- SLO Children’s Museum Partnership
- SLO Film Fest Partnership (13.7k Views)
- Successful Trend / Trending Content
- SLO Sunset, but in Beers Carousel (10.4k Views)
- Roadtrip to the Central Coast Reel (14.3k Views)
- Grab a Coffee in SLO Reel (15.4k Views)
- Dog-Approved Spots in SLO (16.6k Views)
- Hub n Spoke Reel : Hearst Castle (14.2k Views)
- Downtown SLO Farmers’ Market Tips n Tricks Reel (17.9k Views)
- SLO Life Coach & SLO Life Tip Reel & Stories
- Events Highlight Updated Weekly / PR Placements Shared in Stories
- MidWeekend Vacation Capital of the World
- 2 Invited Collabs (@slofilmfest & @childrensmuseumslo)Page 53 of 70
MARCH’S FOCUS:
- Women’s History Month
- National Noodle Month
- Spring Break / Nice Weather
- Sustainability / Getaway Gives Back
- SLO Film Fest
- SLO Seen on TV
- Ticket Tuesdays
- Madonna Inn Trail Rides, SLO Brew
Concert, Rosé the SLO Way
- MidWeekend Itinerary Carousel
- SLO Life Tips
- Kid-Friendly To Do’s
- New Businesses in SLO
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THANK YOU!
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March 2026
SLO TBID - SHARESLO
ORGANIC SOCIAL REPORT
Date: 04/08/26Page 57 of 70
Followers: 43,523 ( 1.6%)
Total Net Growth: 695
Total Posts: 257
Total Views: 870,112 ( 12%)
Total stories: 229
Total Engagements: 8,150 ( 110%)
Engagement Rate: .9% ( 88%)
INSTAGRAM
In March, we saw an increase in followers with 695 new followers! Our views increased by 12% and our engagements and
engagement rate increased substantially as well. Top performing posts were about SLO TV / Film mentions, a MidWeekend
Itinerary, and a Women’s History Month post.
TOP POSTS:
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Page Followers: 108,427 ( .2%)
Total Net Audience Growth: 191
Total Posts: 14
Total Impressions: 2,774,299 ( 12%)
Total Organic: 133,457 ( 32%)
Total Engagements: 4,824 ( 166%)
Engagement Rate: .2% ( 138%)
Video Views: 250,645 ( 33%)
FACEBOOK
TOP POSTS:
In March, we saw great success across this platform. Our followers increased by 191 new users. Our impressions increased
with organic impressions increaseding by 32% alone. We saw increases in engagements, engagement rate, and video views
this month with top performers being a trend, giveaway bringing users over to IG, and upcoming events.
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Followers: 3,258 ( 2.7%)
Followers Gained: 87
Impressions: 14,711 ( 30%)
Engagement: 628 ( 12%)
Engagement Rate: 4.3% ( 25%)
In March, we saw an increase in followers by 87 new users! Our impressions and engagements decreased due to the success of
the Valentine’s Day tiktok in February hitting almost 10k alone. Our engagement rate increased which means that users are
interacting with our content more in relation to just viewing the content. We are still seeing a ton of success on this platform.
TIKTOK
TOP POSTS:
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Total Audience: 533 ( 1.3%)
Total Net Growth: 7
Total Posts: 4
Impressions: 328 ( 6%)
Engagements: 25 ( 108%)
Engagement Rate: 7.6% ( 96%)
LINKEDIN
In March, we saw an increase in analytics across the board. Our audience grew by 7 users and our impressions increased as
well. Our engagements and engagement rate increased substantially this month.
TOP POSTS:
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Impressions: 7.01k ( 21%)
Engagements: 347 ( 16%)
Outbound Clicks: 4
Saves: 113 ( 3.6%)
Total Audience: 3.62k ( 17%)
Engaged Audience: 247 ( 28%)
In March, we saw an increase in impressions, engagements, saves, total audience and engaged audience. We will
continue to mirror from IG to this platform.
PINTEREST
TOP POSTS:
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WHAT WE WORKED ON THIS MONTH:
- SLO Film Fest / SLO on TV Post (48.4k Views)
- 3 Ticket Tuesdays
- Rosé the SLO Way (12.7k Views)
- Madonna Inn Trail Rides (36.1k Views)
- SLO Brew Concert
- Successful Trend / Trending Content
- Wine Hike Reel (9.5k Views)
- SLO in the 90’s Reel (43.7k Views)
- National Noodle Month in SLO Reel (19.2k Views)
- Women Owned Businesses in SLO (17.9k Views)
- Upcoming Events Reel (24.7k Views)
- SLO Life Coach & SLO Life Tip Reel & Stories
- Events Highlight Updated Weekly / PR Placements Shared in Stories
- MidWeekend Vacation Capital of the World Itinerary Carousel (18.5k Views)
- New Businesses in SLO Reel (17.9k Views)
- 5 Invited Collabs, 1 Accepted Collab w/ @pacslo & @childrensmuseumslo Page 63 of 70
APRIL’S FOCUS:
- Earth Day / Sustainability
- Collaborations w/ @SLOCAL & @downtownslo
- SLO Film Fest
- Sip n Saunter
- SLO Film Fest
- Shabang Music Festival
- BBQ in SLO, Flights in SLO, Photo-Ops in SLO
- Work from SLO(me) / MidWeekend Reel
- Upcoming Events Reel
- Shops to Fuel Creativity in SLO
- SLO Life Tips
- Blues Baseball / Hotel Stay Giveaway
- New Businesses in SLO
- Proximity to Beaches Reel
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THANK YOU!
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1
Promotional Coordinating Committee Minutes
March 18, 2026, 5:30 p.m.
Council Hearing Room, 990 Palm Street, San Luis Obispo
PCC Members
Present:
Committee Member Specchierla, Committee Member Samantha
Welch, Vice Chair Robin Wolf, Chair John Thomas
PCC Members
Absent:
Committee Member Maureen Forsberg, Committee Member Dan
Fredman, Committee Member Anni Wang
City Staff Present: Tourism & Community Promotions Manager Jacqui Clark-
Charlesworth
_____________________________________________________________________
1. CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee
was called to order on March 18, 2026 at 5:32 p.m. in the Council Hearing Room
at City Hall, 990 Palm Street, San Luis Obispo, by Chair Thomas.
2. PUBLIC COMMENT FOR ITEMS NOT ON THE AGENDA
Public Comment:
None
--End of Public Comment--
3. CONSENT
Motion By Committee Member Specchierla
Second By Committee Member Welch
To approve Consent Items 3a to 3f.
Ayes (4): Committee Member Specchierla, Committee Member Welch, Vice
Chair Wolf, Chair Thomas
Absent (3): Committee Member Fredman, Committee Member Forsberg,
Committee Member Wang
CARRIED (4 to 0)
3.a MINUTES OF THE REGULAR MEETING ON FEBRUARY 11, 2026
3.b 2025-26 COMMUNITY PROMOTION BUDGET REPORT
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2
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 LUNAR NEW YEAR RECAP (15 MIN)
Diversity, Equity, and Inclusion Manager Matt Pennon presented the Lunar
New Year recap and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Action: No action taken on this item.
4.b DOWNTOWN SLO UPDATE (20 MIN)
Downtown SLO representatives presented the update and responded to
inquiries.
Public Comment:
David, Mission College Preparatory Catholic high school student
--End of Public Comment--
Action: No action taken on this item.
4.c PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE (15 MIN)
Hollie West from the SLO Chamber of Commerce presented the staff
report and responded to inquiries.
Public Comment:
Unknown 1, Mission College Preparatory Catholic high school student
--End of Public Comment--
Action: No action taken on this item.
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5. BUSINESS ITEMS
5.a CONTRACTOR EVALUATIONS (5 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the contractor evaluations and responded to inquiries.
Public Comment:
Hollie West of the SLO Chamber of Commerce shared she is appreciative
of the feedback as a contractor.
--End of Public Comment—
Action: No action taken on this item.
5.b CACP SUBCOMMITTEE SELECTION (15 MIN)
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
presented the CACP subcommittee selection and responded to inquiries.
Public Comment:
None
--End of Public Comment--
Action: The Committee selected the following Members for CACP
subcommittee review: Committee Member Dan Fredman, Vice Chair
Robin Wolf and Chair John Thomas.
6. PCC LIAISON REPORTS AND COMMUNICATION
6.a CACP LIAISON REPORT – Liaison Assignments
No CACP Liaison report updates.
6.b COMMITTEE OUTREACH UPDATE – Committee Report
No updates at this time.
6.c TBID BOARD REPORT – TBID Meeting Minutes: February 11, 2026
Committee Member Specchierla provided an update on items the TBID
has been working on.
6.d TOURISM PROGRAM UPDATE – Staff Report
Tourism & Community Promotions Manager Jacqui Clark-Charlesworth
provided an update on the Tourism Program.
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7. ADJOURNMENT
The meeting was adjourned at 6:59 p.m. The next Regular Meeting of the
Promotional Coordinating Committee is scheduled for April 8, 2026 at 5:30 p.m.
in the Council Hearing Room at City Hall, 990 Palm Street, San Lui s Obispo.
_________________________
APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/202X
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