The URL can be used to link to this page

Home My WebLink About12-08-2010 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, December 8, 2010 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) Improve the quality of life available to all residents of and visitors to San Luis Obispo and (2) Promote, in a manner consistent with long-range community goals, the development of San Luis Obispo as a regional and tourist center. CALL TO ORDER: Chair Marco Rizzo PUBLIC COMMENT: Each speaker is limited to three minutes of public comment ICONSENT ITEMS C.l Minutes of the Meeting of November 10, 2010 C.2 TOT Report (to be distributed at meeting) C.3 Community Promotions Budget Report C.4 ShopSLO/DineSLO Report (under separate cover) C.s Events Promotion Report (under separate cover) C.6. Economic Development Report (quarterly) C.7 Visitors Center Report (under separate cover) Any writings or documents provided to a majority of the Promotional Coordinating Committee regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. Promotional Coordination Committee IPRESENTATIONS At this time, representatives of the Community Promotions Contractors will provide highlights of contract activities undertaken in the past month describe how activities are accomplishing Tourism Marketing Plan Objectives and seek direction from the pce when necessary regarding contract fulfillment. 1. CONTRACTORS REPORTS 10 min The Chamber of Commerce and Verdin Marketing will give a quarterly overview. IBUSINESS ITEMS 1. FINAL REVIEW OF ADVISORY BODY GOALS 15 min The committee will review the combined goals and make any changes to the PCC's goals prior to submittal to Council. 2. MARKETING MATERIAL -CHAMBER OF COMMERCE 15 min The committee will review the creative and expenditure for the ExploreSLO tear-off map and the Wine Map for the Visitors Center. 3. EVENTS PROMOTION 10 min The members of the PCC /TBID Events Promotion task force will report on funding requests and make recommendations. I PCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. MARKETING SUBCOMMITTEE REPORT 5 min 3. TBID BOARD REPORT 5 min IPCC COMMUNICAnONS At this time Committee members make announcements, report on activities, refer to staff issue~ fur ~luuy anu repull GaLlo.. lv lhe Committee at a subsequent meeting. Promotional Coordinating Committee Minutes Wednesday, November 10, 2010 5:30 pm City Hall Council Hearing Room DRAFT 990 Palm Street CALL TO ORDER: Chair Marco Rizzo 5:30 pm PRESENT: LeMieux, Babb, Conner, Davis, Palazzo STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment. CONSENT AGENDA ACTION: Moved by Conner/Fidler to approve consent agenda as presented. Motion carried 7:0 PRESENTATIONS 1. CONTRACTORS REPORTS Lindsey Miller, Marketing Director for the Chamber of Commerce, mentioned that the author of the book "Thrive" had just started his press tour and San Luis Obispo was therefore experiencing nationwide exposure. She reported that the Rachel Ray show featured a story on Kinsey Winery. She attended Cal Poly's Homecoming which was very well attended and a great success. Next Tuesday will see the second MySLO training. The Winter Events poster was distributed electronically last week. Ashley Ackers with Verdin Marketing reported on the current ShopSLO I DineSLO campaign. The first merchant night hosted five businesses (7 people) that attended to learn all about the site and how to use it to create their own merchant profile. The holiday campaign promoting the sites is about to start. Commissioners mentioned a problem with the interactive map on DineSLO and the contractor will make sure to correct. BUSINESS ITEMS 1. SAVOR THE CENTRAL COAST 2011 Molly Cano-Morrison with the County Visitors and Conference Bureau (VCB) presented a recap of the Savor event listing the number of merchants, visitors to the event, and the economic impact on the region. The numbers included the PR exposure through 60 print publications and 4 TV crews. The media impressions of over 122 nlillion were established through a clipping service. She also mentioned the survey the VCB had sent out and the responses received. For 2011, Sunset will step up its support in order to increase the out-of-county ticket sales. Special emphasis will be given to the LA market by hiring a PR contract in this market. Molly reported that the financial loss from the event was absorbed by the VCB. ComrTlissioner commented on the event website that needed to be redesigned to simplify ticket buys. 2. WAYFINDING SIGN PROJECT Staff reported on the first meeting and the presentation given by the contractor. The next step is for the contractor to look at possible sign families and their designs in order to marry them with the locations established during the meeting. 3. EVENTS PROMOTION -RFP RESPONSE Mary Verdin, CEO of Verdin Marketing Ink. presented the revised work scope and objective. In order to create a visually compelling brochure, the agency team will determine key events for the brochure not only by importance but also by available imagery. The pages will be marked with the categories and the back page will list all of the events happening during the tinle period. They plan on three yearly editions for the full cost of $58,000. They also presented an option with online support to keep the brochure and its content fresh and top of mind. It would utilize ShopSLO I DineSLO with weekly posts on the current events component. This option would allow for two annual distributions of the brochure in order to afford the online components. However, it would provide more flexibility as it allows for exposure to events that nlight be brand new and were not on the radar at print deadline. The distribution of the brochure would occur through the Tribune to 88,000 households. The remaining 12,000 brochures will be distributed to hotels, the visitors' center, and other locations. The commissioners mentioned that www.sanluisobispovacations.com should be mentioned for people to research additional events and activities. Scott Morrell presented the revised objective and program for Barnett Cox & Associates. They presented three different options ranging from a one page (double sided) insert, to a postcard-type format, and a four-page brochure. Distribution was planned through daily and weekly publications. The different options varied in frequency from three annual mailings to four and six distributions depending on the format. The postcards would be sent to the Performing Art Center mailing list of 40,000 people in SLO County. The first option (one page insert) was the one favored by the agency. They did not include any creative, but conveyed that City branding stood at the forefront and that the piece will be visually attractive. After the presentations, the committee broad the item back for deliberation. After discussion the following motion was proposed: ACTION: Moved by Davis/Babb to recommend to the City Manager to approve option two presented by Verdin Marketing and contract the campaign according to the presented material. Motion carried 7:0 PCC LIAISON REPORTS C. Babb reported on Ballet Theater that will perform "A Christmas Carol" in December. M. Fidler reported on SLO Arts Council that had never contacted the Chamber for assistance with the Open Studio Tour. The Blue Men Group performance at the PAC was replaced with a Chinese acrobat group. The Symphony is doing well with its 50 th anniversary year. TBID Liaison TBID Chair and PCC Liaison J. Conner reported that the TBID board approved funding for the Salmonid Federation Conference, and the Hop Fest 2011. Events Joint Committee Events Task Force Chair J. LeMieux reported that the committee had received three presentations. They discussed joint-funding with the TBID and asked that the funding recommendations for the Salmonid Federation Conference and the Hop Fest 2011 be placed on the December agenda. Meeting adjourned at 7:35 SUNGARD PENTAMATION DATE: 12/03/10 TIME: 13:47:03 -FUND ACCOUNTING V4.1 CITY OF SAN LUIS OBISPO EXPENDITURE STATUS REPORT PAGE NUMBER: EXPSTA11 1 SELECTION CRITERIA: ACCOUNTING PERIOD: expledgr.key orgn='11300' 6/11 - SORTED BY: FUND,DEPARTMENT,PROGRAM,lST SUBTOTAL,2ND SUBTOTAL,ACCOUNT TOTALED ON: FUND,DEPARTMENT,PROGRAM,lST SUBTOTAL,2ND SUBTOTAL PAGE BREAKS ON: FUND,PROGRAM FUND-100 GENERAL FUND DEPARTMENT-1000 ADMINISTRATION PROGRAM-11300 COMMUNITY PROMOTION 1ST SUBTOTAL-700 STAFFING 2ND SUBTOTAL-701 SALARIES PERIOD ENCUMBRANCES YEAR TO DATE AVAILABLE YTD/ ACCOUNT - -TITLE BUDGET EXPENDITURES OUTSTANDING EXP BALANCE BUD 7010 SALARIES -REGULAR TOTAL SALARIES 43,900.00 43,900.00 1,697.00 1,697.00 .00 .00 20,279.97 20,279.97 23,620.03 23,620.03 46.20 46.20 7040 7041 7042 7043 7044 7046 RETIREMENT CONTRIBUTIONS RETIREMENT PARS -401 HEALTH & DISABILITY INSU RETIREE HEALTH CARE MEDICARE UNEMPLOYMEKT INSURANCE TOTAL BENEFITS 12,200.00 400.00 5,100.00 700.00 600.00 200.00 19,200.00 469.67 16.97 210.14 .00 26.66 6.79 730.23 .00 .00 .00 .00 .00 .00 .00 5,613.85 202.78 2,315.40 .00 316.65 81.15 8,529.83 6,586.15 197.22 2,784.60 700.00 283.35 118.85 10,670.17 46.02 50.70 45.40 .00 52.78 40.58 44.43 TOTAL STAFFING 63,100.00 2,427.23 .00 28,809.80 34,290.20 45.66 7227 7337 7339 CONTRACT SERVICES PROMOTION & PUBLIC REL CHAMBER & VIS & CONF BUR TOTAL SUBTOTAL 130,015.76 103,300.00 103,500.00 336,815.76 .00 .00 .00 .00 21,345.57 40,835.00 44,625.00 106,805.57 48,060.07 29,165.00 31,875.00 109,100.07 60,610.12 33,300.00 27,000.00 120,910.12 53.38 67.76 73.91 64.10 TOTAL CONTRACT SERVICES 336,815.76 .00 106,805.57 109,100.07 120,910.12 64.10 7455 COMMISSION & COMM MTGS TOTAL TRAVEL. MEETINGS & DUES TOTAL OTHER OPEPATING EXPEND TOTAL COMMUNITY PROMOTION TOTAL ADMINISTRhTION TOTAL GENERAL FUND 500.00 500.00 500.00 400,415.76 400,415.76 400,415.76 .00 .00 .00 2,427.23 2,427.23 2,427.23 .00 .00 .00 106,805.57 106,805.57 106,805.57 169.69 169.69 169.69 138,079.56 138,079.56 138,079.56 330.31 330.31 330.31 155,530.63 155,530.63 155,530.63 33.94 33.94 33.94 61.16 61.16 61. 16 TOTAL REPORT 400,415.76 2,427.23 106,805.57 138,079.56 155,530.63 61.16 Verdin Promotional Coordinating Committee ShopSLO I DineSLO Program November 30, 2010 FY 2010-2011 Budget: $50,000 Q1 -July -Sept: $20,000 -Spent $23,450 Q2 -Oct -Dec: $15,000 Q3 -Jan Mar: $ 5,550 Q4 -Apr June: $ 6,000 Overall Goal: Encourage SLO County Residents to shop and enjoy restaurants in the city of San Luis Obispo using the ShopSLO I DineSLO websites for planning and previewing promotions and specials. Overall Strategy: 2010 strategy is a three directional effort. Raise Community awareness of the ShopSLO I DineSLO websites. Raise Merchant awareness of the ShopSLO I DineSLO websites. Encourage account activation and enhancement. This is especially valuable for businesses that do not currently have a web presence or social media links. Seasonal Promotions Q2 Plan & Budget: $15,000 Community Awareness & Holiday Promotion Objectives & Strategies Q2 Budget: $ 8,000 Strategy: Continue to build on existing ShopSLO I OineSLO brands, raising community awareness through Holiday promotions, encouraging increased utilization and benefits to the user -saves time and helps to plan for shopping and dining during the Holiday season. Leverage matching schedules. Tactics: a. Holiday print ads: Tribune, New Times, Paso Press/Atascadero News,d Tolosa Press b. Holiday monthly Facebook ads c. Siochamber.org online ad d. Sio-business.com online ad Merchant Awareness Objectives & Strategies Q2 Budget: $5,500 Strategy: Continue to build increased merchant activations and enhancements on the existing ShopSLO I DineSLO websites, educating merchants to enhance listings with logos, photos, menus, specials and/or promotions, events, website links, and Facebook and Twitter links. Tactics: a. Merchant Night inviting merchants to learn more about ShopSLO and DineSLO websites and educate on how to activate account and enhance their profiles. b. eBlast to activated merchants providing tips for updating and enhancing profiles including reminders to post specials and promotions for texting campaign. c. Personal visits and follow up calls to merchants to encourage them and assist in setting up and enhancing profiles. d. Create leave behind flyers for merchants to get acquainted with ShopSLO/DineSLO websites and how they benefit their business. Website Updates Q2 Budget: $1,500 Tactics: a. Develop texting campaign icon on landing page and SS & OS homepages b. Develop information page for Holiday texting Campaign c. Update links on map and parking page Shop SLO Dine SLO website traffic SSDS TRAFFIC 1000 800 600 400 200 o ,',-or--...---...-....---.r---r--.----.---......-......--r---r---I 00) ,0 ,0 ,0 ,0 ,0 ,0 ~.~.~. ~. ~/~.~. ~o ')~~~ ~~ ')0 0<S ~o SSDS VISITORS Phase I: November 2009 -June 2010 Our goal in Phase I was development of ShopSLO DineSLO websites and their functionality. We did an initial launch during the Holidays, which sp ike d traff ican d maintai ned thr 0 ugh the rem aining f is ca lyea r. Phase II: July 2010 -June 2011 Our goal in Phase" is driving traffic to the website, reaching out to merchants to educate and enhance their profiles and promotion throughout the year. Our Back to School and Awareness campaigns ended in October and our Holiday campaign began end of November, which reflect in the traffic to both sites. • 5l11l I.u!" (Jhi:-,p() C'h"H11ber 01 C\HllTTH:)rCe Report to City of 5LO-PCC Comn1ittee In-County Public Relations & Event Promotions Contract November 2010 1-Manage local public relations efforts for San Luis Obispo Events Continue to send out releases on upcoming events. Meet with Arts Obispo-focused on how to help promote Art After Dark better to both locals and visitors. Will be incorporating more information about event into website and will be providing maps in Visitor Center every month. Will be sending out press release to media/visitor groups monthly as well incorporating into social media. Currently promoting Ballet Theatre of SLO, Downtown Association's Holiday Parade & Santa's House and SLO Symphony's New Year's Eve event through media outreach and social media. Set meetings for Opera SLO and Jewish Film Festival for early December to review their efforts in PR and advertising and offer assistance. 2-Respond to media requests that Contract receives seeking infonnation about the City of San Luis Obispo Submitted photos for Delta Sky coverage of "Thrive". Results: Yahoo!-Contacted yahoo for help with feature on SLO for "Thrive" coverage. 11 Results: Le Guide du Routard Californie-Provide information (about a year ago) including answering questions, supplying photos and press releases to author for 2010 guide, just received notice that was included in 2010 edition. Other Results from "Thrive" coverage with SLO mentions: NPR-November 28 th -:..•:..•:.: :••..•" : : 0 .o : ..:•.•:.•: :.{'.: :••: : :..,"'", ,::.•:.: : :..,,:c ::::c " : :, : : : : :.., _..: c.c.•.::.:••,::__:e": ~ :..:..: ~ ::: '. Chicago Sun Times-November 27th National Geographic.com-N overrlber 22 nd ABC's Good Morning America-November 8 th Pending Results from "Thrive": • Delta Sky Magazine • Extra-TV • Dr.OZ • The Doctors • CNN's Anderson Cooper 360 • CNN's Sanjay Gupta • Outside Magazine • American Baby Magazine • Over 35 regional radio shows 3-Continue to represent "San Luis Obispo Tourism" at two events a year-Cal Poly Homecoming and Cal Poly Open House Cal Poly Open House is in April 2011. Proposal of Additional Projects for the Promotional Coordination Committee • Reprint/redesign of Explore SLO (tear off) maps-$4,500 • Re-edit of Visitor Video into segments for Channel 20 and web use-$1,500 • SLO Wine Map for Visitor Center-$1,000 • My Media Information subscription-$1,500 • Total= $8,500 Visitor Services Contact Report November 2010 Highlights from November in the Visitor Center: • Delta Sky Magazine freelance photographer stopped by Visitor Center for information and referrals from staff. • Visitor Center "Turkey" painting decoration on window was featured photo of the day in the Mustang Daily. • Provided lots of information about restaurants serving Thanksgiving dinners. • Now decorated in "Winter Wonderland" • Providing information for Santa's House and Holiday Parade and upcoming Christmas events Monthly Visitor Center Interactions November 2010 October 2010 November 2009 Visitors in center: 4, 065 4,819 4, 902 Phone calls: 802 859 I, 063 Emails: 119 97 109 Calendar of Events Events entered into calendar this month: 131 Events in the November calendar: 105 City Ad Continue to email those who are still responding to old city advertising requests with an email offering a free visitors guide when they arrive in San Luis Obispo. Number of emails sent: 8 Number of Free Visitor Guides picked up: 0