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Home My WebLink About05-25-2011 PCC Agenda Packet - Special MeetingAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, May 25,2011 5:30 p.m. Special 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 IBUSINESS ITEMS 1. GRANTS-IN-AID 2011-12 -Attachment 1 30 min The committee will finalize its funding recommendation to the City Council. 2. EVENTS BROCHURE -Attachment 2 10 min The committee will review cost to increase the summer / fall events brochure to 12 pages and the creative for the front cover. 3. COMMUNICATIONS PLAN & INCENTIVE PROGRAM -Attachment 3 30 min The committee will review the recommendations made by the marketing subcommittee. 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. 'IIIflII city o~ a san lUIS OBISpO Promotional Coordinating Committee Agenda Report -Business Item 1 Grants-in-Aid Funding 2011-12 On February 1, 2011, the City opened the 2011-12 promotional grants-in-aid (GIA) cycle through the Promotional Coordinating Committee (PCe). Deadline for applications was March 11, 2011 and the PCe's GIA subcommittee held a mandatory meeting with applicants on February 9, 2011. During this meeting, the applicants were briefed on requirements, funding priorities, and general stipulations for a successful application. At deadline, the City had received 35 applications for a total funding request of $203,056. Five applications were deemed invalid due to their representatives not having attended the special meeting on February 9, 2011. These applications were: San Luis Obispo Blues Society San Luis Obispo Downtown Association San Luis Obispo International Film Festival San Luis Obispo Little Theatre Sharing the Dream Concert & Cultural Art Festival, Inc. At its regular monthly meeting on May 11, 2011, the PCC reviewed the preliminary recommendations as submitted by the GIA subcommittee. The committee members concurred with the allocations as narrowed down through the grant criteria and decided to disperse an additional $28,000 amongst all successful applicants that applied for either new or recently established events or components thereof. The increase in funding was based on the percentage of the original amount allocated. The attached funding list shows the funding allocations as recommended by the Pce. PCC Grants in Aid 2011-12 20lH2 Committee 20l0~1l Grant Committee Recommenda Organization Event(s) Grant Request Decision tion $ 3,000 Committee Comments 1 AmpSurf-Association of Amputee Surfers Wine, Waves, &: Beyond na $3,000 $ 3,000 needs clarification. 2 Arts Obispo/San Luis Obispo County Arts Council Art After Dark &: Arts Space Obispo $3,000 $12,000 $ 1,500 $ 1,500 is consIdered a "wean" event 3 Ballet Theatre Hans Brinker or the Silver Skates Performance $6,750 $6,750 $ 3,400 $ 4,850 print advertisments only 4 Cal Poly Corporation: Cal Poly Arts Broadway Series applied $7,500 $ 4,500 $ 6,150 to be used in-county as not seen as dra\ving out-ol area. 5 Cal Poly Corporation: Gender Equity Center Take Back the Night na $3,000 $ -$ inconsistent grant request and all towards event swag. 6 Cal Poly Corporation: Multicultural Center CultureFest applied $3,000 $ 2,000 $ 3,000 only If the event is held at Mitchell park. Outreach has to be countYWIde 7 Cal Poly Corporation Performing Arts Center Restaurant Discount Program $4,000 $7,000 $ 1,500 $ 2,100 for actual outreach (newspaper ads and tabk tents printing) 8 Cal Poly Corporation: University Art Gallery 2011-12 exhibition season $3,872 $4,954 $ 3,260 $ 4,950 advertising only 9 Central Coast Bioneers Annual Bioneers Conference $6,490 $11,509 $ 6,490 $ 9,050 advertising l.I1-county and neIghboring counties. 10 Central Coast Clean Cities Coalition Car Free Program na $12,000 $ 1,750 $ 2,600 for ads on \1sitcalilornia.com to promote the statevnde program 11 Childrens Creative Project I Madonnari Italian Street Painting Festival $2,200 $7,500 $ 1,500 $ 1,500 is conSIdered a "wean" event / advertising only. 12 Cuesta College City to the Sea Half Marathon &: 5K Run applied $3,000 $ 2,000 $ 3,000 for ads on Map My Fitness 13 Cuesta College Community Programs Central Coast Writers Conference $1,000 $2,500 $ 2,500 $ 2,500 to be used towards media buy 14 Festival Mozaic Winter Mezzo Series $5,000 $10,000 $ 5,000 $ 6,950 to be used towards media buy 15 Foundation for San Luis Obispo County Public Libraries Central Coast Book &: Author Festival $1,667 SA,750 $ 1,600 $ 2,500 to be used for print ads and radio spots 16 Foundation for the Performing Arts Center Bravo SLO 20ll $3,750 $7,500 $ 3,750 $ 5,150 to be used for print ads and radIO spots 17 Friends of Prado Day Center Culinary Carnival na $1,400 $ 1,400 $ 1,400 to be used as prsented 18 GALA-Gay &: Lesbian Alliance of the Central Coast 15th Annual Central Coast Pride Week na $6,500 $ 3,000 $ 3,000 IS considered a "wean" event I advertising only 19 Jewish Community Center of San Luis Obispo Jewish Film Festival $1,871 $3,602 $ 2,500 $ 3,600 advertising only 20 Mission College Prep Mission Prep Christmas Classic $2,667 $1l,500 $ 1,630 $ 1,630 IS considered a 'wean" event / advertlsll1g only. p. 1 PCC Grants in Aid 2011-12 Committee 2010-11 Committee Recommencla anizatiQn Event s Grant Decision tion Comments is considercd a "wcan evcnt / advertising 21 Monday Club, The Architectural Tour $934 $1,350 $ 630 $ 630 only" 22 San Luis Obis 0 County Band Historical Concert Series $820 $2,350 $ 1,890 $ 2,350 to cover media buy and postets San Luis Obispo County Child Abuse is considered a 'wcan' cvent / advertising 23 Prevention Council 2012 Childrens Day in the Plaza $1,000 $1,500 $ 500 $ 500 only. media buy only / would be a 'wean'evcnt but lS given a stipend due to 10th 24 San Luis Obispo Museum of Art Plein Air Festival $4,000 $6,000 $ 3,800 ~ 5,150 annivetsary is considered a "wean" cvent / advertising 25 San Luis Obispo Poetry Festival 28th Annual Poetry Festival $1,067 $3,000 $ 545 $ 545 only. 26 San Luis Obispo Railroad Museum Central Coast Railroad Festival $5,000 $7,500 $ 5,000 $ 6,950 media buy only 27 San Luis Obispo Rugby Football Club Tri-Tip 7's Rugby Tourney $5,200 $8,260 $ 5,200 $ 7,150 aUld·area media buy only media buy only, concentrating on 28 San Luis Obispo Symphony Openin Ni ht $3,400 $8,000 $ 3,000 $ 4,450 neighbouring counties 29 United Way of San Luis Obis 0 County Flavor of SLO na $2,686 $ $ , Wine/dine event 30 Women s Community Center Day with Creative Women TOTALS $1,775 I $2,000 $168,611 $ 1,500 $ 2,000 1$ 71,345 I $ 98,155 media buy only p. 2 ~cltyo~ a san lUIS OBISpO Promotional Coordinating Committee Agenda Report -Business Item 2 Events Brochure -Additional pages The City of San Luis Obispo is currently under contract with Verdin Marketing, Ink. for the production of two events brochures promoting all events happening in the City of San Luis Obispo. The first brochure encompassed all winter and spring events in an 8-page booklet. The second brochure is scheduled for release at the end of June and will cover all events from July through December. During the May regular monthly PCC meeting, Verdin lVIarketing reported that the second brochure will be a challenge due to the vast number of events happening in the second part of the year. Given that the Community Promotions Program has about $8,000 in funding for events promotion left, the committee asked the agency to submit a cost estimate for an additional 4-pages to keep layout and font size consistent with the first brochure. Cost Estimate for 12 pages: Coordination of project, design, and re-Iayout from 8 to 12 pages $2,800 Additional print cost $1,200 Total Cost $4,000 Cost Estimate for 16 pages: Coordination of project, design, and re-Iayout from 8 to 16 pages $4,200 Additional print cost $1,800 Total Cost $6,000 Available Budget $8,000 Please note: If the PCC decides to hold a facilitated retreat in this fiscal year, the cost will have to be covered through the available $8,000. The agency would also like input and possible approval to include some of the elements presented in the GIA application from the PAC for a restaurant incentive program. Attached under separate cover are several options for the front cover. The agency will need the committee to recommend which one to use. Promotional Coordinating Committee Marketing Subcommittee Special Meeting Minutes Wednesday, May 18, 2011 3 pm -Council Hearing Room CALL TO ORDER: Subcommittee Chair Dave Cox PRESENT: Dusty Davis, Marilyn Fidler Contractors: Mary Verdin, Ashlee Ackers, Lindsey Miller, Dave Garth STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst 1. COMMUNICATIONS PLAN & INCENTIVE PROGRAM The committee met in a first session to determine a recommendation for the new incentive program as discussed during the 2011-13 budget review. After input from the attending contractors and discussion, the committee members agreed that this process needs to be done properly and should not be guided by time constraints. The subcommittee therefore recommends the following next steps: 1. Define a date and time for a special meeting (retreat) of the full PCC. Hire a facilitator to guide the discussion to establish a marketing communications plan outline including an executive summary, market summary, competitive analysis, and a SWOT analysis. 2. Entertain a motion to extend the current contracts for PR and ShopSLOIDineSLO month-by-month until the process is concluded and the new program can be submitted for RFP. Anticipated Cost per month: SSDS $2,000 PR Contract $3,337 Total monthly cost $5,337 Attachments: 1. Marketing Communications Plan Outline provided by Commissioner M. Fidler 2. SWOT & PEST analysis from the 2008-09 marketing plan. Marketing Communications Plan Outline Executive Summary Market Summary Competitive Analysis SWOT Analysis Strengths Weaknesses Opportuni ti es Threats Marketing Objectives Target Market(s) Positioning Strategies One for each priority target audience One for each objective Long term/ short term Possible marketing mix (media choices and techniques) Calendar Budget ~~/\[.,~ rutS -()BISP() txpfftWrvU/ t~~ l-tJ l-~! II. PEST & SWOT A~~ The Following FE.S T (folitical, E.conomic, Social, Technological) and SWOT (Strength, Weakness, Opportunit:-J, Threat) anal:-Jsis established b:-J the FCC evaluate where San Luis Obispo's competitive advantages and disadvantages lie and compares them with opportunities and threats in the external environment. However, in order to weigh them correctl:-J, we need to consider the influence of political, economical, social, and technological inFluences on the SWOT· The anal:-J sis below summarizes the information contained in both situational anal:-Jses. /olitical • constant balance between businesses and environmental groups increased interest in status-CJuo and no growth • historical preservation • government politics driven b:-J open inFormation, Feedback driven, outreach, and communit:-J bU:-J-in • strong lobb:-Jinggroups in Chamber of Commerce, E..VC, Downtown mer chants, and environmental groups Technolo!5!f • Smaller, more entrepreneurial oppor tunit:-J driven segment • Cal F 0I:-J influence • Niche market opportunities Social • leisure and culture driven liFest:-Jle • 55+ age group expected to grow expo nentiall:-J -Families in decline • ver:-J CaliFornia compatible • creative, arrluent and innovative com munit:-J that embraces technolog:-J • strong ties to commUllit:-J events and cultural activities Economic • sales tax initiative • no seasonal influences due to stable weather :-Jear round • two ver:-J diverse populations with stu dents and seniors representing the core • hi~h purchasin~ power rerlected ill the stores selection currentl:-J present • airport expansion Page 11 S''J'll!dIS • ~()BISPC) ~.tU.vrvC<> t-lih).) l-tJ l-~ I SWOTAna!9sls Considering these influences, the Cit~ of San Luis Obispo has strengths and weaknesses which have a significant impact on the wa~ it approaches its tourism marketing. It is important to take advan tage of the strengths to create competitive advantages. The Cit.':! of San Luis Obispo's strengths and weaknesses can be described as follows: Weakness • We have a brand, but no tr'ue rmage. • Th" Cltljlacks a comprehensrve slgnage to Facrl,tate VISits to the cultural and h,stonc,,1 Sights • The marketrng budget IS limited due to competl trve needs within the Citlj' • We lack the knowledge of Return of Investment (RO/)· • We have ljet to attract grou p business. We lack collaboratron and thereFore have not cap'talrzed From outreach sljnergres With local culturalorgamzatlons. • The Crtlj's oFFiCial website IS government driven and lacks an~ tourism angle or relevant Jn~ormabon ~or VISItors. OpfJOrtunities • There is a tremendous potentral For marketing collaboratrons wrth cultural organizatrons. • We need to build on Inrag" alongsrde the well established hrand. • Research to gain better data is Imperative. • Market the Cltlj of San l_uls ObiSpo destina tion as the cultural center of the C,entral Coast. • Capitalize From the marketing eFForts For the new hotel Jnventor~. Strengths • The lOO) Marketrng Flan deFined marketrnggo:,ls and oblectlves. • 'rhe established target audrence IS rn line With iocal cultural organizations which enhance the oFFenn,.; and Incentive ~ore.,tended 5ta~s. • We have an established a distinctive brand with proven name recognition. • The Citlj oFFers a central location and is posltroned penFectllj as the "hub" to the Central Coast. • We oFFer diverse, high-end shopp'ng and Food and wine oFFenngs. • Accesslbllrty rs constantlljlmprovrng with the airport airlines serving the area. • The Cltlj oFFers h,stoncal sl,.;htseeing and IS well e9uipped For outdoor actlvltres. • 40% or the C,t~fs tourism bUSiness is based on return viSitors. Threats • Incre.::lslng competition ~rom Within C'lnd ~rom with out the (~OUlltlj. • Sail l,UIS Obrspo lacks popular attractrons. • l-he San LUIS Obispo wine lndustr~ remains unorganized. • [)udgetarljl,mrtations. • The Crtlj needs improved ground transportation. • Unpredlctabilitlj of gasoline prices continues to dnve travel deCISIons. Page 12