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HomeMy WebLinkAbout12-14-2011 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, December 14, 2011 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Goals of the CIty of San LUIs Obispo PromotIOnal Coordmatmg Committee are to (1) Improve the quality of hfe 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 ICONSENT ITEMS C1 Minutes of the Meeting of November 16, 2011 C2 TOT Report (to be distributed at meeting) C3 Community Promotions Budget Report CS Public Relations Report C6 Events Promotion Report C7 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. I Promotional Coordination Committee PRESENTA nONS 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 Marketing and the Chamber of Commerce will give the past quarter report. This will be the final report for ShopSLO I DineSLO. IBUSINESS ITEMS 1. PR & EVENTS PROMOTION CONTRACT 20 min As this effort is currently on a month-to-month basis commissioned with the Chamber of Commerce, the committee will determine how to continue this element of the Community Promotions program. The workscope of the previous contract is provided as attachment 1. 2. EVENTS PROMOTION & GRANTS-IN-AID APPROACH 45 min The committee will continue its definition of the new events promotion program with changes to CIA and a possible second application process for extended event support. The current CIA process and criteria are provided as attachment 2. PCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. TBID BOARD REPORT -Attachment 3 -TBID November Minutes IPCC 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 Special Meeting Minutes Wednesday, November 16, 2011 4:00 pm City Hall -Council Hearing Room CALL TO ORDER: 4:00 pm Committee Chair Marco Rizzo PRESENT: Fidler, Palazzo, LeMieux, Cox, Billing STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment APPOINTMENT OF VICE-CHAIR ACTION: Moved by Billing/Palazzo to appoint Jill LeMieux to serve as Vice-Chair until April 2012. Motion carried 6:0 CONSENT AGENDA ACTION: Moved by Fidler/Palazzo to approve the minutes from September 14th and October 26 th as presented. Motion carried 6:0 1. EVENTS PROMOTION BROCHURE Ashlee Ackers with Verdin Marketing presented the amended program for 2012 as directed by the committee. She also presented two layouts for the new Winter/Spring brochure. The color scheme for the brochure will be based on the front page graphic. 135 events will be included spanning from January through June 2012. ACTION: Moved by Cox/LeMieux to recommend the amended proposal presented by Verdin Motion carried 6:0 ACTION: Moved by Fidler/Cox to recommend the bike cover treatment for the first 2012 brochure. Motion carried 6:0 2. GRANTS-IN-AID -SLO CAR FREE & PAC The commission decided that changes to the use of grant funding should be entertained as long as the funding has not been used. In the case of grant funding being used outside of the requirements set forth in the agreementJwithout prior approval by the committee, the funding has to be returned. The committee reviewed the two revised proposals provided by SLO CarFree and the Performing Art Center. The commissioners reiterated that the intent of the grant funding for SLO CarFree was to partner with the statewide program, maximize exposure, and capitalize from the funding for CarFree travel in California by providing SLO the means to participate. They did not see the value of the revised proposal. ACTION: Moved by Fidler/Cox to deny the request from SLO CarFree. Motion carried 6:0 The commissioners felt that the basic idea behind the program was great. However, it needed further development to reach a broader audience. Given that the program was based on the January Restaurant month, the commissioners found the timeline too tight for revisions and proper execution. ACTION: Moved by Fidler/Cox to deny the request from the Performing Art Center. Motion carried 6:0 Meeting adjourned at 4:47 pm 1 SUNGARD PENTAMATION -FUND ACCOUNTING V4.1 PAGE NUMBER: DATE: 12/08/11 CITY OF SAN LUIS OBISPO EXPSTAll TIME: 18:26:21 EXPENDITURE STATUS REPORT SELECTION CRITERIA: expledgr.key orgn='11300' ACCOUNTING PERIOD: 6/12 - 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-I00 GENERAL FUND 2ND SUBTOTAL-701 SALARIES DEPARTMENT-I000 ADMINISTRATION PROGRAM-11300 COMMUNITY PROMOTION 1ST SUBTOTAL-700 STAFFING PERIOD ENCUMBRANCES YEAR TO DATE AVAILABLE YTD/ ACCOUNT --TITLE BUDGET EXPENDITURES OUTSTANDING EXP BALANCE BUD 7010 SALARIES -REGULAR 44,100.00 1,696.99 .00 18,666.93 25,433.07 42.33 TOTAL SALARIES 44,100.00 1,696.99 .00 18,666.93 25,433.07 42.33 7040 RETIREMENT CONTRIBUTIONS 14,300.00 549.20 .00 6,081.86 8,218.14 42.53 7041 RETIREMENT PARS -401 400.00 16.97 .00 186.70 213.30 46.68 7042 HEALTH & DISABILITY INSU 5,000.00 210.14 .00 2,311.58 2,688.42 46.23 7043 RETIREE HEALTHCARE 700.00 .00 .00 .00 700.00 .00 7044 MEDICARE 700.00 26.48 .00 291.24 408.76 41.61 7046 UNEMPLOYMENT INSURANCE 200.00 6.79 .00 74.70 125.30 37.35 TOTAL BENEFITS 21,300.00 809.58 .00 8,946.08 12,353.92 42.00 TOTAL STAFFING 65,400.00 2,506.57 .00 27,613.01 37,786.99 42.22 7227 CONTRACT SERVICES 7,258.69 935.50 3,050.60 18,933.96 -14,725.87 302.87 7237 GRANTS-IN-AID 100,000.00 -2,600.00 2,600.00 90,075.87 7,324.13 92.68 7337 PROMOTION & PUBLIC REL 182,500.00 .00 .00 17,171.88 165,328.12 9.41 7339 CHAMBER & VIS & CONF BUR 76,500.00 .00 .00 6,375.00 70,125.00 8.33 TOTAL SUBTOTAL 366,258.69 -1,664.50 5,650.60 132,556.71 228,051. 38 37.73 TOTAL CONTRACT SERVICES 366,258.69 -1,664.50 5,650.60 132,556.71 228,051. 38 37.73 7455 COMMISSION & COMM MTGS 500.00 .00 .00 .00 500.00 .00 7529 PROFESSIONAL CONFERENCES 2,000.00 .00 .00 100.00 1,900.00 5.00 TOTAL TRAVEL. MEETINGS & DUES 2,500.00 .00 .00 100.00 2,400.00 4.00 TOTAL OTHER OPERATING EXPEND 2,500.00 .00 .00 100.00 2,400.00 4.00 TOTAL COMMUNITY PROMOTION 434,158.69 842.07 5,650.60 160,269.72 268,238.37 38.22 TOTAL ADMINISTRATION 434,158.69 842.07 5,650.60 160,269.72 268,238.37 38.22 TOTAL GENERAL FUND 434,158.69 842.07 5,650.60 160,269.72 268,238.37 38.22 TOTAL REPORT 434,158.69 842.07 5,650.60 160,269.72 268,238.37 38.22 , Snl1 Illis Obisp" Clldlllbl'l" pI C'Omrnl'rn> Visitor Services Contact Report November 2011 Highlights from November in the Visitor Center: • Decorated Visitor Center for Winter Holidays • Created 'Wine Down this Winter in SLO' promo on kiosk, VC and website • Managed lots of calls and emails about Thanksgiving dinners at SLO restaurants SIO events promoted through Visitor Center: • Continue to distribute bi-annual City of SLO Events Brochure & Hike SLO • Promoted several key SLO events through center this month: Harvest Festival, Art After Dark, Cal Poly Art/Performing Art Center events, Little Theater events, Hospice's Light up a Life, Santa's House & Carousel & SLO Poetry Festival. Monthly Visitor Center Interactions: November 2011 October 2011 November 2010 Visitors in center: 4, 196 5,261 4,065 Phone calls: 610 674 802 Emails: 107 128 119 Calendar of Events: Events entered into calendar this month: 72 Events in the November calendar: 141 Promotional Product Sales: Visitor Guides: 38 City Maps: 92 Promotional Product Giveaways: Total Number: 25 guides and wine maps Groups: Travelers Motor Club I San Luis Obispo " Chamber of Commerce Report to City of SLO-PCC Committee In-County Public Relations & Event Promotions Contract November 2011 1-Manage local public relations efforts for San Luis Obispo Events Worked with event groups on PR and social media, groups included-SLO Vintner's Harvest Festival, SLO Poetry Festival, and Straight Down Fall Classic. Beginning to work with Jewish Film Festival and Mission Prep Christmas Classic. 2-Respond to media requests that Contract receives seeking information about the City of San Luis Obispo Beer West Magazine article published-waiting for hard copy to arrive. Provided photos, content and fact checking for Smart Money Magazine's article on Best Places to Retire. Provided general information on filming and b-roll for Japanese film company out of San Francisco-Duo Creative Communications-doing a travel segment on San Luis Obispo. Currently working with German intern who was in SLO for part of the time and now back in Germany for the remainder of the internship to pitch San Luis Obispo to media outlets in Germany. 3-Continue to represent "San Luis Obispo Tourism" at two events a year-Cal Poly Homecoming and Cal Poly Open House Will set meeting with Open House for after the first of the year. ATTACHMEN11 EXHIBIT A SCOPE OF WORK FOR IN-COUNTY PUBLIC RELATIONS AND EVENTS PROMOTION SERVICES 1. Manage local public relations efforts for San Luis Obispo Events. a. work with event groups, offer public relations assistance, and help organizations execute a comprehensive public relations plan. b. Maintain and develop relationships with local media for events promotion. c. Send out media releases about events to local media (as many as needed) for active events promotion. 2. Respond to media requests that Contractor receives seeking information about the City of San Luis Obispo. a. supply any content, photography, and/or data the media outlet needs for story about San Luis Obispo. b. Do any research and fact checking for media. c. Make any introductions and contacts media needs for story. d. Continue to follow-up with media contact. 3. Continue to represent "San Luis Obispo Tourism" at two events that Contractor has built relationships with and has gained access to participating in, namely Cal Poly's Homecoming and Open House events. a. Representation includes a booth at the event that highlights San Luis Obispo, two (2) staff members from the Visitors Center who work throughout the duration of the event time. 4. Provide written reports on In-County Public Relations and Event Promotion activities monthly (by noon on the first Wednesday of the month) to the City of San Luis Obispo's Administration Department to be included in the PCC's meeting packets. At a minimum the reports shall include: 4.1. Summary of activities & achievements relating to work scope as outlined in Appendix A 4.2. Summary of events promoted and/or represented San Luis Obispo at. 4.3. Statistical Summary of people reached during events. 4.4. Summary of outreach efforts on behalf of event organizations. 4.5. Summary on generated media coverage for events. IGiven that the contractor is reliant on the collaboration of the Grants-in-Aid recipients and \events organizer, this will be based on best effort possible. 5. Once a quarter, present the PCC with a detailed oral report highlighting achievements as compared to the work scope and elaborate on upcoming plans and events. ATJACHMENT 2 Grants in Aid Process: The Grants in Aid (GIA) program is sponsored by the City and administered by the PCC for organizations that promote tourism and cultural activities in the City of San Luis Obispo. The Principal Administrative Analyst (P AA) serves as the coordinator of the program. All files relating to this program can be found under G:\Projects & Programs\P.C.C\Grants in Aid The prior year's information should serve as templates for the current cycle. Copy all of the files into a new folder titled with the current GIA fiscal year and copy all of the folders from the prior year into it. The administrative work for this program is outlined below: 1. January meeting: the PCC and/or Grants in Aid subcommittee establish application packet and timeline for Grants in Aid. The timeline and application need to be updated and reviewed with the P AA prior to presentation at the meeting 2. Advertisements (display ads) need to be placed in the Tribune. Consult with the P AA on advertising runs or new procedures regarding outreach. 2011: Tribune contact was Landy Fike lfike@thetribunenews.com 3. Applications are available around February. 1 and due approximately six weeks later. Review and update the timeline for exact dates with the P AA. Post the application at: http://www.slocity.org/specialactivities/index.asp http://www.slocity.org/specialactivities/grants.asp Post the application link on the Splash page and email the link to all prior year applicants. Currently the GIA subcommittee requires that applicants attend a manadatory application meeting in February. If this is the case, include the date and time in the email along with the application. 4. As applications are submitted, enter the applicant information into the excel file (called G IA database) for the current year. 5. The GIA subcommittee (3) needs to be provided with binders of all of the applications within two weeks of receipt. The rest of the PCC is not as crucial but should be provided with binders within 3 weeks following the application deadline. • You will need a total of 9 binders (7 PCC, 1 Analyst, I Council Reading File (you will use this binder until June). Only the actual application, not the bylaws, tax exempt, staff list, financial statement, or attachment 4 need G:\Projccts & Programs\P.C.C'.Gmnls In Aid:GIA Process.doc ATTACHMENT 2 to be put in the binder. The other information will be filed in the retention file with one copy of the application and any additional materials. Retention on applications is 5 years. • The binders need a cover sheet and spine. Each binder should contain the application form and grant criteria. Each application is preceded by a cover page, titled "binder first page" in the file. This information can be mail merged from the excel file. A table of contents, also a mail merge file, needs to be created for each binder also. Follow the TOe from the previous year and check with the PAA for any additional information. 6. The original application and attachments are filed by organization name in the retention file. Retention on applications is 5 years. 7. When the final reports come in, they should be filed with the application packet. Make sure that the final reports are filed with the proper reporting year. 8. The subcommittee will meet twice to review the applications in April. 9. At the May pec meeting, the Subcommittee presents their recommendations to the PCC. The preliminary GIA recommendations will be created by the P AA and distributed at this meeting. The PCC then develops preliminary recommendations for the special meeting with applicants in May. • After recommendations are finalized, an email is sent to applicants informing them of the meeting date, time and the preliminary GIA recommendations. 10. At the second meeting in June, the City Council will adopt the recommendations. The Analyst will prepare the Council Agenda Report for this meeting. 11. The pec assigns Liaisons to the list of organizations that will receive funding at their July meeting. Make sure this is agenized. 12. Agreements and the cover letter need to be updated and merged with the data from the database. They are signed by the CM and Attorney prior to sending them out. After they've been signed, make 1 copy of each. Send the original and the copy to the organizations. 13. A list of grantees, amounts, addresses, and contact information needs to be sent to AP to process encumbrances. 14. All tinal reports go to the PAA for review (the final n:port, reporting year's grant application, and a final report checklist). She will determine whether or not we can release funds. If funds can be released, email the AP Clerk the organization name and amount to be dispersed. As the reports are returned and processed, the G'\Projecls & Prograrns\P.C.C\Grants in Aid\G1A Process.doc ATTACHMENT 2 infonnation on the check request date should be updated in the Final Reports file. This will be helpful when the grant applicants call looking for their check. 15. Once the Analyst approves the final report, checks are sent to the organization along with the grant check letter. • When releasing funds to the organizations, email AlP and ask that they release funds to the organization. Include the organization name and the amount. G:IProjects & ProgramsIP.C.C\Grants in AidlGIA Process.doc Priority No: 1. The event takes place in the City of San Luis Obispo or is of special benefit to the City of San Luis Obispo. 2. Grant requests must meet one or both of the purposes below: ~ Of tourism promotion advantage to the City of San Luis Obispo or; ~ Of cultural, social, and/or recreational benefit to the residents of the City of San Luis Obispo. 3. Events must take place during the City's fiscal year July 1 through June 30. Priority will be given to events that take place in "non-peak" tourism months (October through March) and bring people to San Luis Obispo. 4. Additional consideration for organizations celebrating an anniversary or grand opening may be awarded additional funds if organizers can demonstrate how a program or event will be enhanced by an anniversary celebration. A description of the event enhancement is required. Anniversaries most commonly recognized are those in 5 year increments (year 5, 10, 15, 20, etc.) 5. Additional consideration for organizations requesting "seed money" for new events or to enter new promotional markets outside of San Luis Obispo. 6. Amount of other City support requested and co-op opportunities that are actively pursued will be considered. 7. Demonstrated financial need is considered, although potential promotional benefit will be given higher consideration. 8. Past performance of the organization is considered. Please note that integration of City's logo and the City's support of the event are imperative in order to receive grant funding for a consecutive year. 9. If funds allow, consideration is given to assistance with: ~ Honorarium ATTACHMENT 2 ~ Stipends Grants are not given to the following expenses: a. Office overhead or staff. b. Equipment. c. Rental of space. d. Scholarships The following tiered structure will be applied to establish the grant amount: First Tier: Up to $3,000 Organization of local reach with a cultural, social, and recreational benefit to the residents of San Luis Obispo. The organization agrees to place the City's logo on all its marketing material and its website (if one is available). Second Tier: $3,001 to $7,500 Organizations that reach countywide and bring patrons to San Luis Obispo. The events have a distinct benefit to the City's residents, but also drive traffic from around the county to the City for the event. The organization agrees to incorporate the City's logo on marketing material and its website. In addition, the organization will include City of San Luis Obispo visitors and tourism information in its mailings and marketing outreach. Third Tier: $7,501 to $12,000 The organization effectively brings patrons from outside the county to San Luis Obispo and has the means to drive tourism to the City. In addition to the integration of the City's logo on marketing material and website, the organization will include City of San Luis Obispo visitors and tourism information in its mailings and marketing outreach and allow physical presence of City Tourism at the event. The organization is encouraged to submit a proposal to that effect. Please note: as the City's Grants-in-Aid program is considered by the Promotional Coordinating Committee each year funding is provided, all applicants will have to compete for funding anew every year. Sustainable Funding Program ATTACHMENT 2 If an organization receives continuous funding from PCC, Grants In Aid, it will be placed on the Sustainable Funding Program tract. The Sustainable Funding Program will allow an organization to receive up to 8 years of GIA funding in order to demonstrate its market value. The intention of the Sustainable Funding Program is to provide initial support to local organizations as their event becomes more established in the City of San Luis Obispo and the organizers have the opportunity to cultivate new cOITlmunity partners and secure ongoing diverse funding options. Recipients on the Sustainable Funding Program can anticipate a reduction in GIA funds. After four years of funding Grants In Aid award amounts may be reduced by one third each year for a maximum of three years or as budgets allow. As organizations/events advance from the Sustainable Funding Program the PCC will have greater opportunity to fund different organizations and foster new program events for the City of San Luis Obispo. ~TI~CHME~13Tourism Business Improvement District Board Regular Meeting Minutes Wednesday, November 9, 2011 2:00 pm City Hall -Council Hearing Room CALL TO ORDER: Board Chair Tim Billing PRESENT: Koper, Patel, Pearce, Conner, Hutton STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment Consent Agenda ACTION: Moved by Conner/Hutton to approve the consent agenda as presented Motion carried 6:0 BUSINESS ITEMS 1. QUARTERLY REPORT BY CONTRACTORS Stacie Jacobs, Executive Director for the VCB, presented the last quarter activities and gave a recap on Sunset's Savor the Central Coast. She reported on membership, group sales, public relations, marketing (themed events, visitors guide distribution, social media, the website), and Film Commission activities. She also invited the board to attend the second Vision Workshop on December 15, 2011 at the Courtyard by Marriot in San Luis Obispo. At "Savor The Central Coast", attendance was up by 20%.24% of attendees came from the LA area and overall 49.3% came from out-of-town. 128 million traditional media impressions were garnered through PRo The economic impact is estimated at $2.93 million which represents an 83% increase over the 2010 event. 62% of the people attending were 46-64 years of age and 67% earn a household income of over $100,000. S. Jacobs mentioned that reducing comp tickets to all the events was a priority for 2012. As the TBID had sponsored the Mission Plaza dinner, S. Jacobs mentioned the make-up of attendees at that specific event. 40% came from the Valley, 19% from LA, and 10% from SF. The 2012 event is planned for September 27 -30, 2012. ATTACHMENT 3 2. EVENTS PROMOTION The task force chair gave the report based on attachment 1 to the agenda. A final recommendation should be before the board in December 2011. He mentioned that the task force will likely ask the board to assign liaisons to each event and that each member will be given a set of deliverables to report on. 3. EVENT SHUTTLES & TROLLEY SERVICE The board discussed the topic based on the report provided as attachment 2. In response to the question whether people would actually use the shuttles, Commissioner Koper mentioned that in his property's survey 100% of people coming for commencement mentioned that they would appreciate better transportation. Commissioner Conner mentioned that he often drives guests to Cal Poly in order to reduce traffic, parking issues, etc. ACTION Moved by Conner/Patel to form a task force to further discuss details and present a recommendation regarding possible shuttle service during Cal Poly graduation. Motion carried 6:0 Commissioners Pearce and Patel volunteered to serve on the task force. 4. 2012 TRADESHOWS Commissioner Conner reported on the recommendation from the task force as provided in attachment 3 to the agenda. The recommended protocol was discussed line item by line item. ACTION Moved by Pearce/Patel to approve the recommended trade show protocol with cost elements as presented. Motion carried 6:0 5. MARKETING MATERIAL -MAPS & BROCHURES The board already addressed the need for the marketing material under Business Item 4. Commissioner Conner elaborated on the various components that could be considered when designing the map such as events, bus scheduled, Cal Poly maps, etc. ACTION Moved by Koper/Pearce to allow Level Studios to cost out the brochure and City map as one fulfillment piece. Motion carried 6:0 6. REVIEW OF BROCHURE STAND OPTIONS R. Allshouse presented the new stand options based on the board's direction in October. The board discussed the option to give the smallest stand to each hotel at the TBIO's cost. If a property chooses to commission a larger size, it would receive a $180.00 credit from the TBIO toward the cost. ACTION Moved by Conner/Pearceto move with the brochure stands with the smallest version being fully paid by the TBID and larger sizes given a credit of the cost of the smallest stand which is $180.00. Motion carried 6:0 The number of stands produced will be based on the number of hotels wanting a stand. The total expenditure is estimated at $6,700 plus Level Studio's services. ATIACHMENT 3 Communication: C. Pearce mentioned the progress to date at the Hampton Inn currently under construction at Calle Joaquin. Staff added the planned number of rooms and the anticipated opening date which is estimated in the March/April time frame. Meeting adjourned at 3:35 pm