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Home My WebLink About04-11-2012 PCC Agenda PacketI Agenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, April 11, 2012 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 PUBLIC COMMENT: Each speaker is limited to three minutes of public comment IOATH OF OFFICE The City Clerk will administer the oath of office for the new commissioners serving from April 2012 through March 2016. CONSENT ITEMS C.1 Minutes of the Meeting of March 21, 2012 C.2 TOT Report C.3 Community Promotions Budget Report c.s Public Relations Report C.6 Events Promotion Report C.7 Visitors Center Report 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 IPRESENT AnONS 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 PCC when necessary regarding contract fulfillment. 1. CONTRACTORS REPORTS 20 min Verdin and the Chamber of Commerce will present the past quarter reports. IBUSINESS ITEMS 1. BUDGET & COMMUNITY PROMOTIONS PROGRAM 2012113 40 min The committee will continue its discussion regarding the PCC's 2012-13 programmatic approach. The following components will be discussed: 1. Direction Wayfinding Program 2. Tourism Services -Chamber of Commerce 3. Community Promotion Staffing 2. SLO HAPPENINGS 20 min Verdin will present improvements to the current campaign and ideas for possible upcoming brochures. IPCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. TBID BOARD REPORT -Attachment 1 -TBID March Minutes IPeC COMMUNICAnONS At this time Committee members make announcements, report on activities, refer to staff issues for study and report back to the Committee at a subsequent meeting. ADJOURN. Promotional Coordinating Committee Meeting Minutes Wednesday, March 21, 2012 4:30pm City Hall -Council Hearing Room CALL TO ORDER: 4:30 pm Committee Chair Marco Rizzo DRAFT PRESENT: Fidler, Palazzo, LeMieux, Cox, STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment CONSENT AGENDA ACTION: Moved by LeMieux/Fidler to approve the minutes from February 8,2012 as presented. Motion carried 4:0 APPOINTMENTS 1. ELECTION OF CHAIR & VICE-CHAIR ACTION: Moved by liII/Fidler to elect Marco Rizzo as Chair serving from April 2012 through March 2013. Motion carried 4:0 ACTION: Moved by Fidler/Palazzo to elect Jill LeMieux as Vice-Chair from April 2012 through March 2013. Motion carried 4:0 2. SUBCOMMITTEE ASSIGNMENTS ACTION: Moved by Palazzo/LeMieux to appoint the subcommittees as follow: GIA: M. Fidler, C. Pearce, D. Cox Marketing: R. Yukelson, J. LeMieux, S. Palazzo Motion carried 4:0 Promotional Coordinating Committee Minutes March 21, 2012 Page 2 BUSINESS ITEMS 1. BUDGET & COMMUNITY PROMOTIONS PROGRAM 2012-13 The committee continued the discussion regarding a programmatic approach and agreed that the strategy outlined by its task force was the correct approach and will distinguish the program from the tourism business improvement district's mission. The committee wanted to keep the definition of tourism so as not to eliminate aspects of tourism such as events and shopping. However, the current strategy now defines the PCe's emphasis on internal marketing in making San Luis Obispo an exciting place to live and visit. ACTION: Moved by Fidler/Palazzo, to adopt the Mission Statement and community promotions strategy as presented. Motion carried 4:0 Ermina Karim with the Chamber of Commerce asked whether it would be appropriate to bring forth a proposal for the tourist center as upcoming changes due to the seismic retrofit of the building might bear opportunity for enhancements. The PCC was amenable to the request and staff will place the item on the upcoming agenda accordingly. Staff was also asked to follow-up on the directional wayfinding project as the committee does not want to allocate more funding as long as no movement in the project is evident. 2. GIA BUDGET 2012-13 The committee decided to earmark $100,000 as a starting point. However, depending on the recommendation of the subcommittee, it will be flexible in adjusting the amount upward. Staff reported that 25 organizations applied with a total request of $144,182. 3. EVENTS PROMOTION Subcommittee member J. LeMieux presented the events promotion requests that were before the joint-subcommittee on February 27,2012. Four requests were heard and two are considered for funding from the PCe's events promotion budget. ACTION: Moved by Fidler/Palazzo to support the August Central Coast Cancer Challenge with $3,000. Motion carried 4:0 ACTION: Moved by LeMieux/Fidler to fund Cal Poly's Open House promotion with $3,000. Motion carried 4:0 The committee requested that the organizers of the SLO Jazz Festival return with a detailed and event specific presentation for possible funding from the PCe. This request was contingent on the TBID's decision regarding an event during Savor the Central Coast. Promotional Coordinating Committee Minutes March 21, 2012 Page 3 -_._--_.__..__._--_._----_._-_ _.. _--_._._------_._------_ _--_._-_._-_._---- COMMITTEE COMMUNICATION Ashlee Ackers with Verdin reported that work on the new brochure has begun and that the agency is collaborating with the City's Parks & Rec Department for possible inclusion in the department's activity guide. She reported that the Tribune used the left-over brochures for an additional drop, free of charge. Commissioner S. Palazzo inquired whether the post-it message was tracked with a separate URL which was not the case. Meeting adjourned at 6:15 TOT Comparision 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 JUly $ 442,947 $ 506,594 $ 521,789 $ 565,386 $ 565,637 $ 508,195 $ 541,806 $ 591,184 9.10% August $ 461,982 $ 507,639 $ 531,727 $ 573,057 $ 609,452 $ 511,564 $ 542,194 $ 574,395 5.90% September $ 346,999 $ 394,771 $ 432,587 $ 465,179 $ 416,859 $ 400,023 $ 437,543 $ 490,524 12.10% October $ 336,055 $ 372,192 $ 406,204 $ 418,474 $ 416,905 $ 414,870 $ 442,586 $ 437,805 -1.10% November $ 295,660 $ 337,503 $ 334,227 $ 375,287 $ 354,737 $ 280,913 $ 330,924 $ 347,437 5% December $ 254,052 $ 275,336 $ 282,198 $ 312,510 $ 274,871 $ 246,684 $ 274,417 $ 314,784 14.70% January $ 206,229 $ 253,445 $ 246,347 $ 287,474 $ 258,316 $ 230,279 $ 256,351 $ 276,165 7.70% February $ 270,803 $ 280,870 $ 310,345 $ 342,220 $ 292,343 $ 273,373 $ 302,246 $ 323,359 7% March $ 324,687 $ 335,664 $ 365,634 $ 386,458 $ 289,506 $ 326,099 $ 333,783 $ -0% April $ 346,218 $ 418,359 $ 441,234 $ 388,911 $ 391,891 $ 423,158 $ 451,133 $ -0% May $ 364,537 $ 395,019 $ 426,120 $ 435,516 $ 393,431 $ 372,997 $ 433,874 $ -0% June $ 429,718 $ 468,147 $ 490,498 $ 513,631 $ 456,098 $ 490,326 $ 512,543 $ -0% $ 4,079,887 $ 4,545,539 $ 4,788,910 $ 5,064,103 $ 4,720,046 $ 4,478,481 $ 4,859,400 $ 3,355,653 7.55% Community Promotions Budget 2011-12 Budget 2011-12 Amount Budget $ $ 411,500 411,500Total Budget Expenditure Expenditure Committed Expended Contractor Direction Signage $ 50,000 $ 50,000 City Public Works Grants-in-Aid $ 100,000 $ 98,155 City Administration Visitors Center $ 76,500 $ 57,375 Chamber of Commerce Events Promo/PR $ 40,000 $ 29,997 Chamber of Commerce Events Brochure $ 64,000 $ 29,972 Verdin Events Promotion $ 50,000 $ 28,500 City Administration Support Cost $ 2,500 $ 100 Total $ 383,000 $ 293,999 IRemaining Balance $ 28,500.00 I Community Promotions Budget 2012-13 Budget 2012-13 Amount Potential Carryover $ $ $ - 386,500 386,500 Budget Total Budget Expenditure Expenditure Committed Expended Contractor Direction Signage Gra nts-i n-Aid $ 100,000 City Administration Visitors Center $ 76,500 Chamber of Commerce Events Promo/PR Events Brochure Events Promotion Support Cost $ 2,500 Total $ 179,000 $ - IRemaining Balance $ 207,500.00 I San Luis Obispo " Chamber of Commerce• Report to City of SLO-PCC Committee In-County Public Relations & Event Promotions Contract March 2012 1-Manage local public relations efforts for San Luis Obispo Events Working on marketing for Open House including press releases and social media alerts. Promoting the Inaugural SLO Marathon with multiple releases and social media alerts. Also promoting upcoming events including the Historic Concert Series, Flavor of SLO, Walk a Mile, Symphony events, PAC events and Earth Day. Working on creating next Quarterly events sheet. 2-Respond to media requests that Contract receives seeking information about the City of San Luis Obispo Sending SLO information to National Train Day in LA during the month of May in collaboration with SLO Car Free and Hearst Castle. Followed up with VIA Magazine with photos and fact checking for upcoming article. 3-Continue to represent "San Luis Obispo Tourism" at two events a year-Cal Poly Homecoming and Cal Poly Open House Will be at Open House on the Cal Poly campus with a San Luis Obispo booth on Friday, Apri113 th and Saturday April 141h • Events Brochure Report -March Advertising Our advertising campaign continued through the month of March and received the below results: Ad rt" t .ve ISing me rlCS Media outlet Impressions Clicks Click thru rate SanLuisObispo.com 61,826 169 0.26% VisitSLO.com 12,346 180 1.46% Facebook 186,350 1,111 0.33% *Online advertising has a national average click thru rate of O. 02% SLO Chamber Kiosk Total pageviews: 3951 Event section views: 230 Social Media We continually post 3-4 times per week and people are commenting on posts and actually adding events to our page, which is great for additional outreach. Our "Likes" have increased by 480 in March and our average weekly reach was 32,282, which is the number of unique people who saw any content from our page. FACEBOOK ACTIYITY 1200 /' ./ /' -'" ........- II1000 800 600 400 200 o NoY-11 DEC-11 JAN-12 FEB-12 MAR-12 --e-LIKES Visitor Services Contact Report March 2012 Highlights from March in the Visitor Center: • Hired two VC Staff -Justin Sauer & Lindsay Page SLO events promoted through Visitor Center: • Promoted Art After Dark • Promoted International Film Festival • Promoted Cal Poly Performing Arts Events Monthly Visitor Center Interactions: March 2012 February 2012 March 2011 Visitors in center: 5,384 4,370 5,712 Phone calls: 818 631 907 Emails: 165 138 232 Calendar of Events: Events entered into calendar this month: 152 Events in the March calendar: 116 Promotional Product Sales: Visitor Guides: 56 City Maps: 100 Promotional Product Giveaways: Total Number: a Groups: 0