HomeMy WebLinkAbout06-15-2011 PCC Minutes - Special MeetingPromotional Coordinating Committee
Minutes – Special Meeting Wednesday, June 15, 2011
4:00 pm
Council Hearing Room
CALL TO ORDER: Chair Marco Rizzo
PRESENT: Fidler, LeMieux, Cox, Palazzo, Billing
STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst
PUBLIC COMMENT
There was no public comment.
BUSINESS ITEMS
1. SWOT ANALYSIS & COMMUNICATIONS PLAN
The Committee Chair introduced Jim Seybert, the facilitator for the special meeting. Mr. Seybert
went over the agenda and how he envisioned the retreat to unfold.
Below is a summary of the questions asked and feedback provided by the committee.
1. What is the problem/challenge with the current plan or situation?
- Lack of defined direction - Fiscal constraints
- Changed environment - New Committee Members =strength, re-
energizing
- Different purview
The commissioners were faced with a new situation as no guidelines were given and no pre-
determined commitments needed to be considered. It was an opportunity to change the old
norm. They concurred that an in-depth review of the program should be done periodically. They
saw the special meeting as a way to stimulate discussion and ideas.
2. What needed to be considered?
- Less resources to work with - Substantial community need, little funding
- Perceived historical obligations - Time constraints due to monthly meeting
- Need for a cohesive work program - Big picture approach
- Return on investment - Reactive nature of program
- Work legacy with contractors - Target Audience
- Quality of life - Definition of objective for program
- Entitlement & dependency on funding from PCC.
Next, the commissioner defined the meaning of each SWOT component, so all commissioners
had the same terminology and meaning in mind. They went on to define the SWOT analysis
itself.
Strengths of San Luis Obispo:
- physical setting - proximity to SF & LA - center of coast - outdoor activities
- county seat - historical setting - walkable distances
- a safe place - budget friendly - wineries - food offering
- people want to live here - desire to relocate - accessibility - friendly community
- proximity to activities - unique natural and romantic setting
- publicity on happiest place - quality of live - no traffic
- multitude of cultural and recreational events for all ages and family friendly
- something for everybody - not in-your-face- tourism - not yet fully discovered
- not pretentious - small enough to actually do something
- accessible government.
- CalPoly & Cuesta with cultural and intellectual implications, offering a workforce and creating a
legacy link with SLO.
Weaknesses of San Luis Obispo:
- homeless population - expensive housing - dark streets at night
- no ethnic diversity - lots of the same types of bars
- not open for business (early closing) - no easy access to airport
- expensive air service - lack of taxi service - high gas prices
- no directional signage - divide through grade - cold ocean
- cold evenings - small job market - lower wages
- very shallow talent pool - issues with weekend college crowd
- no real golf offering - no downtown hotel - lack of demographic diversity
- no car alternatives - lack of convention center(s)
- individual city centric - lack of shared assets.
The committee then eliminated the line items they have no control over such as gas prices,
ocean and evening temps, demographic and ethnic diversity, cost of housing etc.
Threats to San Luis Obispo:
- Sundays parking fees - charging for parking
- changing weather pattern - economy
- Hwy 1 closure - loss of more air service - higher fees (utilities, etc)
- affordability to live here - cost of gas - violent crime frequency
- bad press - growing community and hence loss of quaintness
- increased promotion for Monterey & Santa Barbara
During dinner, the commissioners were assigned the task of defining the five top strengths of
San Luis Obispo:
J. LeMieux: legacy Cal Poly, weather, stuff for all ages, proximity to SF/LA, downtown/ old town
D. Cox: physical setting, center of coast, downtown, weather, outdoor activities
M Rizzo: downtown/old town quaintness, surrounding area, center of coast, CalPoly legacy,
weather
T. Billing: Downtown/old town, walkable, activities close by, physical setting, stuff for all ages
M. Fidler: center of coast, mix of outdoor & culture, multiple price point, weather, downtown/ old
town
S. Palazzo: outdoor, wineries, friendly community, physical setting/weather, quaint small
downtown but close to urban setting (best of both worlds).
The next exercise defined the items yielding the best ROI and hence where to concentrate or
focus future efforts:
- Downtown enhancements
- outdoor activities
- weather (good weather festival / month or week of best weather)
- promoting heavily during times where weather is terrible elsewhere and
comfortable in SLO
- spontaneous reaction to bad weather elsewhere in form of an opportunity
plan
- Cal Poly: alumni connection
- Establish relationships with bus companies ease of access. Limo service
example of wineries,
- SLO – attractive area and access point for recreational and cultural
activities. = play on central place
- Consider these stipulations for guidelines for grants
- Best of both worlds attractive for people living here and those visiting
- Partnerships with Downtown to enhance experience
- Lighting to encourage visits to the neighborhoods.
The specific partnerships to encourage and nurture were defined as:
- Realtors for open house tours for people looking at housing
- Cal Poly Alumni & Advancement –offer to provide gifts to bring out
- Trained guides through Cal Poly – with one or two unit credits
- Cal Poly viticulture, dairy department,
- Non profit organization – extend event duration, - tap into national arms of organization
- Downtown merchants - need incentive, make it easy and work has to be done for them
If money were no object, the commissioners defined the following ideas:
- Create a wish list of individual companies to attract to the area, but creating a “Visit SLO on us”
package.
- Close 101 from Monterey to Downtown
- close Higuera Street to create a pedestrian zone
- provide free transportation to activities and events
- virtual dream itinerary
- air shuttle to LAX & SF
- faster train service
- horse-drawn trolley
- pay for extra visitors to come to the weather festival
- wrap a tour bus that travels the up and down the coast
- food truck up and down the coast with local produce
- give discounts to boutique shops downtown
- create a permanent Farmers’ Market
- support the local shops ( check into Amex offerings)
- give a bicycle to everybody and have bike day
- build bike trails all around the City
- provide gas voucher to all visitors
- sponsor business planning for downtown bar
- provide free babysitters for a parents’ night-out
- move bars to Foothill
- create a walks mimicking the Riverwalk in San Antonio.
The committee then defined the next steps in the process:
Define the desired benefits, who will be the main recipients of the benefits, and how can the
return of investment be measured.
The commissioner felt it important to emphasize that the plan and program set forth cannot fail.
The endeavour will be a precedent and play out in a public manner.
The following comments were made regarding the components of the plan:
- Pursue a strategy plan rather than a marketing plan
- The plan needs to incorporate concrete guidelines, funding, and execution
- Money needs to be spent on the highest priorities such as downtown enhancements and
experience, benefiting the constituency (target audience), create partnerships, weather
related message and event, SLO centric messages and activities
- Definition of ROI
Commissioner M. Fidler volunteered to create a draft of the strategic plan on which the RFP will
be based. Staff is to set up a meeting to provide all material necessary to do so.
The July meeting should be mainly dedicated to the review of the draft and the definition of next
steps. Staff is to structure the agenda accordingly.
Incorporate in mission statement the most important elements.
The meeting adjourned at 7:50 pm