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HomeMy WebLinkAbout07-13-2011 PCC Agenda Packet_._-_._-----•._--­ Agenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, July 13, 2011 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 I CONSENT ITEMS e.1 Minutes of the Meeting of June 8, 2011 e.2 Minutes of the Special Meeting of June 15, 2011 e.3 TOT Report (to be distributed at meeting) C4 Community Promotions Budget Report CS ShopSLO/DineSLO Report C6 Public Relations Report C.7 Events Promotion Report e.8 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 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 PCC when necessary regarding contract fulfillment. 1. HISTORY MUSEUM -PODCASTS II & III 10 min The Executive Director of the History Museum will present the remaining two completed historical postcasts. 2. REMNANTS OF THE PAST 15 min The event organizers will present their event and ask for funding assistance. 3. CONTRACTORS REPORTS 20 min Verdin Marketing and the Chamber of Commerce will give the past quarter report. The Chamber will also introduce the Economic Development website that went live on June 30, 2011. IBUSINESS ITEMS 1. CIA LIAISON ASSICNlVIENTS -Attachment 1 5 min The committee will assign its CIA liaisons for 2010-11. 2. RETREAT FOLLOW-UP -Attachment 2 60 min The commissioner will review the strategic plan draft provided by Commissioner M. Fidler and define the next steps. 3. TROLLEY SERVICE -Attachment 3 15 min The committee will review the ridership data and consider funding for the 2011-12 trolley service. I PCC LIAISON REPORTS 1. CIA UPDATE -LIAISON REPORT 5 min 2. TBID BOARD REPORT -Attachment 4 -TBID Minutes & July Agenda IPCC COMMUNICATIONS 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 Minutes Wednesday, June 8, 2011 5:30 pm City Hall -Council Hearing Room DRAFT CALL TO ORDER: Chair Marco Rizzo 5:30 pm PRESENT: LeMieux, Billing, Palazzo, Fidler, Cox, Davis STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment. CONSENT AGENDA ACTION: Moved by LeMieux/Palazzo to approve the consent agenda as presented. Motion carried 5:0 PRESENTATIONS 1. TBID MARKETING 2011-12 -LEVEL STUDIOS Ryan Allshouse, Doug Klein, and Rebecca Jensen from Level Studios presented an extensive report to the committee recapping all the efforts and campaign results for the TBID over the past year. 2. CONTRACTORS REPORTS Verdin Marketing Ashlee Akers, Account Manager for Verdin Marketing, reported that the ShopSIO I DineSLO won an award from the Public Relations Society of America for its social media campaign. She presented an example of the new events promotion brochure and asked the committee for feedback by the end of the week. She also presented three examples for the post-it note to appear on the Tribune on Friday June 24, 2011 and asked for a selection. The committee favored example 2. Chamber of Commerce Lindsey Miller, Marketing Director for the Chamber of Commerce, reported that the outdoor 24/7 hotel information kiosk was up and running and that people were using it. The wine map was also done and should be mounted in the Visitors Center this week. San Joaquin Magazine published a great article on San Luis Obispo. BUSINESS ITEMS 1. EVENTS PROMOTION Subcommittee member J. LeMieux reported on the presentation that was heard on May 31, 2011. Remnants of the Past -October 8, 2011 The committee liked the event and wanted to be supportive. However, the commissioners would like answers regarding the exact expenditure and a commitment to see the show in San Luis Obispo over several years. Staff is to follow-up with the organizers and schedule a presentation for July. Dave Cox was willing to serve on the joint events subcommittee. However, he would like the meeting to start at 3 pm to accommodate his schedule. Staff is to coordinate with the committee and confirm the meeting time. 2. GRANTS-IN-AID ,Jill LeMieux had prepared an amendment to the grant criteria to further clarify additional funding for anniversaries and to add a definition for the sustainable funding program. The commissioners will send their final comments to staff by email for final review during the special meeting scheduled for June 15 or 22, 2011. 3. RETREAT UPDATE Staff reported that one of the three suggested facilitators responded. Jim Seybert would be available on June 15 th from 4 to 8 pm. He has received the most recent SWOT analysis and the financial plan information regarding the 2009-11 Community Promotions program in order to review the documents. The committee felt that the rate quoted was too high. Staff is to clarify that no final report was required and that the facilitator was hired to keep the discussion on track in order to achieve the desired results. Two more names were given to staff for additional proposals. 4. TROLLEY SERVICE John Webster, Transit Manager for the City, presented the ridership numbers and operation cost for the trolley in 2010-11 and an estimate for 2011-12. ACTION: Moved by Palazzo/LeMieux to fund $2,700 for trolley operation through July and to bring back in-depth analytics regarding the changes made in 2010-11 and actual results. Motion carried 5:0 Meeting adjourned at 8:07 PM Promotional Coordinating Committee Minutes -Special Meeting Wednesday, June 15,2011 4:00 pm Council Hearing Room DRAFT 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 PCC Grants in Aid 3 Year Grant Amount Comparison ATTACHMENT 1 Approved Organization Event(s) Event Dates Allocation Committee Comments PCCLiaison 1 AmpSurf-AssoCIation of Amputee Surfers Wine, Waves, &: Beyond 7-lun-12 $ 3,000 as requested Arts Obispo/San Luis Obispo County Arts 2 Council Art After Dark &: Arts Space Obispo Ongoing $ 1,500 is considered a ·wean' event Oct 14-16, Dec 16-18, 2011, Feb 10­ 3 Ballet Theatre various performances 12,2012 $ 4,850 print advertisments only Nov 22, 20ll,Jan 25 &: 27, 2012, Feb 18, to be used in-county as not seen as 4 Cal Poly Corporation Cal Poly Arts Broadway Series 2012 $ 6,150 dra\\'mg out -of area -­ Cal Poly Corporation' Multicultural only if the event is held at Mitchell patk 5 Center CultureFesr 160ctll $ 3,000 Outreach has to be countywide Cal Poly Corporation Performing Arts for actual outreach (newspaper ads and 6 Center Restaurant DIscount Program ongoing $ 2,100 table tents printing) -­ Cal Poly Corporation: University Art 7 Gallery 2011 12 exhibition season ongoing $ 4,950 advertising only -­ advertising in-county and neighboting 8 Central Coast Bioneers Annual Bioneers Conference Oct 13-16, 2011 $ 9,050 counties for ads on visit california com to promote 9 Central Coast Clean Cities Coalition Car Free Program ongoing $ 2,600 the statewide program -­ ! Madonnari Italian Street Painting is considered a 'wean" event / advertiSing 10 Children's Creative Prokct Festival Sept ILl II, 2011 $ 1,500 only Clty to the Sea Half Marathon &: 5K 11 Cuesta College Run 9-0ctll $ 3,000 for ads on Map My Fitness 12 Cuesta Collcge Community Programs Central Coast Writers' Conference Sept 1O-11, 2011 $ 2,500 to be used towards media buy 13 Festival Mozaic \lv'inrerMezzo Series Oct 79, 2011 / Feb 10-12, 2012 $ 6,950 to be used towards media buy Foundation for San Luis Obispo COUnty 14 Public libraries Central Coast Book &: Author Festival Sept 17-18, 2011 $ 2,500 to be used for print ads and radio spots -­ 15 Foundation for the Performing Arts Center Bravo SLO 2011 160ct-ll $ 5,150 to be used for print ads and radio spots 16 Friends of Prado Day Center Culinary Carnival 3-Feb-12 $ 1,400 to be used as pIsented GALA Gay &: Lesbian Alliance of the is considered a 'wean' event I advertising 17 Central Coast 15th Annual Central Coast Pride Week luI41O,2011 $ 3,000 only -­ Jewi.sh Community Center of San Luis 18 Obispo Jewi.sh Film Festival Ian 2122, 2012 $ 3,600 advertising only -­ is considered a 'wean' event / advertising 19 Mission College Prep Mission Prep Christmas Classic Dec 16-20,2011 $ 1,630 only is considered a 'wean" event .I advertising 20 Monday Club, The Arc hitectural Tour 29 Apr-12 $ 630 only 21 San Luis Obispo County Band Historical Concert Series ongoing $ 2,350 to cover media buy and PJsters San Luis ObiSpo County Child Abuse is considered a 'wean' event I advertising 22 Prevention Council 2012 Children s Day in the Pla::a 29-Apr-12 $ 500 only media buy only / would be a 'wean'event but is given a stipend due to 10th 23 San Luis Obispo Museum of Art Plein Air Festival Oct 39, 2011 $ 5,150 anniversary is considered a "wean' {'\lent I advertisjng 24 San Luis Obispo Poetry Festival 28th Annual Poetry Festival Nov 11-13 &: Nov 18· 20,2011 $ 545 only 25 San Luis Obispo Railroad Museum Central Coast Railroad Festival Oct 610, 2011 $ 6,950 media buy only 26 San Luis Obispo Rugby Foorball Club Tri-Tip Ts Rugby Tourney Sept 1O-11, 2011 $ 7,150 out of·area media buy only p.1 PCC Grants in Aid 3 Year Grant Amount Comparison ATIACHMENT1 Event(s) Approved Organization Event Dates Allocation Committee Comments PCCUaison media buy only, concentratjng on 27 San Luis Obispo Symphony Opening Night 8-0ct-11 $ 4,450 neighbouring counties \\'omen's Community Center Dav with Creative Women 13 Aug-11 $ --1-------------­ 28 2,000 media buy only ; TOTALS p.2 ATTACHMENT 2 Executive Summary The Promotion Coordinating Committee is comprised of seven Commissioners appointed by the SLO City Council and one Principal Administrative Analyst. Following is the PCC's mission statement: to (1) improve the quality of life available to all residents of and visitors to (the city of) 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. Preparation of next year's PCC marketing budget, which must be submitted to and approved by the City Council, focused on the following situation and opportunities: 1. The last PCC marketing plan was written for FY 2008/9. 2. Many significant changes in and out of the community have occurred in the past couple of years, all of which impact SLO's tourism situation and opportunities, suggesting that the PCe's recent promotion activities should be re-evaluated in the context of the changed market. 3. The City Council has agreed to the PCe's "starting with a clean slate" with its promotion recommendations for next year, and that we need not necessarily be bound by previous promotion contracts or programs. 4. Seize the opportunity to develop a Strategic Promotion Plan that is cohesive and synergistic, so that all elements work in concert with each other to gain maximum effectiveness and financial efficiency. As a result of the above, the PCC is enthusiastically focused on developing an innovative promotion program to be implemented in FY 2011/2012. This document serves as the basis for an RFP that we plan to publish requesting submissions by SLO contractors. Understanding that it will take an appropriate amount of time in order to publish the RFP, and to receive and evaluate the responses, we have agreed with our two current vendors, the SLO Chamber of Commerce and Verdin Marketing, to sustain our current public relations and Shop SLO/Dine SLO programs on a transitional month-to-month basis. However, these monthly expenses will be applied to our promotion plan budget for next year, so it is in everyone's best interest to be as expedient as possible without sacrificing content or quality. Two clarifications: 1. One of the PCe's responsibilities is to evaluate and award grant applications to non-profits in SLO which generate tourism. The budget for those grants is not part of the budget being addressed in this document. However, our eventual promotion plan may have some helpful implications for future grant recipients. 2. To some extent the PCC's objectives overlap with those of the TBID, enhanced by the fact that one of the PCC's Commissioners is the Chair of the TBID. However, our respective budgets and primary goals remain independent of each other. Market Summary SLO is no less susceptible to the current macro economic issues than the rest of the country and the rest of the world. Available jobs, competitive salaries, and housing are all issues. The good news is that compared to many of our neighboring cities, S LO has experienced a lower number of foreclosures and short sales. The bad news is that the price of housing for many who would like to buy in SLO remains prohibiti ve. ATIACHMENT2 More specific to tourism, available measurements for the past year indicate that: (We need data to fill in this section) A. Out-of-county Visitors 1. TOT has increased by 8.5% in FY 2010111 vs. 200911 O. 2. Seasonal skews continue to be summer & fall with heaviest tourism in the months of June, July, August 3. Heads in beds (occupancy) has increased by 8.8%, FY 2010/11 vs. 200911 O. 4. The heaviest percentage of visitors from out-of-county draw from Los Angeles area. 5. Which events, activities and attractions appear to be the most popular for out-of county tourists. B. In-county visitors (Questions 1,2 and 5 above.) C. SLO Do we know the answer to Q. 5 above specifically for SLO residents? Significant promotion activities supported by and/or affecting the PCC in FY 2010111 include: 1. On-going public relations support by the Chamber of Commerce. Activities include responding to all incoming inquiries from members of various media, including providing tours and information, arranging for on-site needs such as hotels, car rentals, restaurants, etc. 2. Websites Shop SLO & Dine SLO. Offered free to all SLO city businesses and organizations. Sites provide. type of cuisine or merchandise, location, hours and other info that businesses wish to upload. Participants receive window clings with either or both logos. These sites can link to participants' sites. Design and sites were developed and continue to be maintained by Verdin Marketing. 3. Bi-annual event calendar brochure. Lists all major activities and events in SLO distributed with all copies of The Tribune. 4. SAVOR 5. The TBID's increased marketing activity, provided primarily by Level. 6. A proliferation of web sites, logos and branding efforts, each prominently including "San Luis Obispo" . Other? Competitive Analysis SLO's primary competition can be segmented into 2 concentric circles surrounding our city. The inner circle includes the other cities and communities within SLO County. The outer circle includes the other areas of the state, especially neighboring Santa Barbara and Monterey Counties, the Napa/Sonoma and San Diego areas and National Parks like Yosemite and King's Canyon. Areas in the outer circle have long-established identities and continuous promotion activities. More recently cities within our adjacent circle including Morro Bay, Pismo Beach, Paso Robles and Grover Beach, are at various stages in the development of their respective promotion efforts. Some of these other areas offer advantages that we do not have (i.e. beaches, good airport service, etc.) In its recent facilitator-led brain storming session, there was a consensus among the Commissioners ATTACHMENT 2 regarding SLO's most compelling attributes which include weather, physical setting, downtown area, center-of-coast location among others. Using the SWOT analysis which follows, one of the critical strategic decisions to be made by those responding to our RFP is whether SLO offers a sufficiently strong USP (unique selling proposition, something that none of our competition also offers) on which to base our promotion efforts, or if we should pre-empt "ownership" of some particular attribute(s) with the power and creativity of our promotion, even though some of our competitors may offer the same attribute(s). SWOT (strengths, weaknesses, opportunities, threats) Analysis A SWOT analysis is key to the development of any promotion plan. What follows in this analysis is based on the PCC's Commissioner's suggestions. Strengths 1. Safe 2. Physical setting 3. Downtown/old town-walkable, tourist magnet 4. Proximity to SF & LA 5. Romantic settings 6. Center of the coast 7. Happiest town publicity 8. Outdoor activity options 9. No traffic 10. Cal Poly/Cuesta cultural & intellectual opportunities 11. Poly legacy link Weaknesses 1. Limited job opportunities 2. Limited high end labor pool 3. Expensive housing 4. Dark streets/no lights 5. All bars dominated by students 6. Lack of ethnic diversity 7. Merchants early closing hours, no dinners after 9:00 p.m. 8. Limited airport service 9. Limited & expensive taxi service 10. Slow, limited train service 11. Cold evening temperatures 12. Cold ocean temperatures Strengths 12. Service jobs 13. SLO tourism brings in revenue 14. Lack of pretension 15. Accessibility to SLO government 16. Symphony, opera, Mosaica 17. Free outside concerts 18. Activities for all ages 19. Theater 20. Hikinglbiking trails 21. Multi-genre movie theaters 22. Good library 23. Poly innovation program 13. Students vs. tourists & students vs. other residents/homeowners 14. Gasoline prices 15. Lack of directional signage 16. The grade 17. Fiscal constraints 18. Local crime & its media exploitation 19. Competing SLO logos & branding confusion ATTACHMENT 2 Threats • Charging for parking Opportunities • Growing perception that SLO is • Clean slate from Council not equally appealing to all • PCC-related personnel changes- current & potential residents & • 3 new Commissioners tourists • 3 new Council people, including • Increased marketing competition mayor from • New chamber Director • neighboring cities • To re-energize community, • Highway 1 mudslides change the norm • Worsening airport service • Always changing e­ • Higher fees/utilities/taxes communication options • Continued urbanization, more chains • Weather changes • Gasoline prices • Housing Market • Economy Other Information from the PCC Brainstorming Meeting Ideas If Money Were No Object-could inspire more affordable ideas 1. Create a wish list of companies to recruit to SLO and send them a freebie visit package 2. Install all necessary street lights 3. Close 101 from Monterey to Marsh 4. Close Higuera St. 5. Beautify SLO a la Carmel 6. Provide free transportation within SLO to all significant SLO events 7. Create a virtual build-your-own vacation in SLO site on line. 8. Air shuttle service from SLO to LAX 9. Horse-drawn trolley 10. Downtown hotel 11. More financial support for local organizations 12. Create an annual great weather festival 13. Incentivize every family to invite someone from out of town for a visit 14. Free overnight and dinner at EISCR 15. Wrap a SLO tour bus with tourist-friendly ads/pix 16. Create a SLO Food/Wine truck to take to other cities for events, fairs, to promote specific SLO events, etc. 17. Discounts at downtown or all SLO-specific merchants 18. Make the farmer's market permanent and daily 19. Incentivize more bike riding, build more trails 20. Gas vouchers to incentivize LA visitors 21. Sponsor category-specific business planning/education for SLO merchants ATTACHMENT 2 22. Offer babysitting service for parents' nights out 23. Move bars to Foothill 24. Create a creekwalk like the San Antonio riverwalk 25. Incentivize farmers to offer visitor/tourist open houses or tours 26. Send PCC to tourism seminars and conferences Budget-friendlier Ideas to Build Our Promotion Around 1. Weather 2. Loco vore food 3. Wineries 4. Quaility of life 5. Central accessibility to CA 6. Friendly community 7. Close-by beaches 8. Variety of outdoor activities 9. Variety of cultural activities 10. Partner with Downtown Assn. to create events/experiences 11. More downtown events 12. Generate more walking at night 13. Create an opportunity alert system (like the emergency alert system) to announce special "spontaneous" events, to celebrate a great weather day, etc. 14. Partner with Cal Poly Alumni Assn.,(especially mailing list) create gift bags for VIP alumni visitors 15. Create a tourism training min-course at Poly and Cuesta. Students receive some course credit and serve as free tour guides and greeters for visitors from in and out of the area 16. Hype the CENTER of the Coast (i.e. center to all ofCA) idea Potential Partnerships SLO realtors -collaborative open house bus tours Cal Poly alumni Cal Poly Provost internship Cal Poly Advancement-provide gifts Cal Poly and/or SLO viticulture events, agriculture, dairy events Non-profits -some have county/state/national connections Downtown Assoc. Local veterinarians Local chefs/restaurants Local wine associations Promotion Objectives Following are the objectives and guidelines which will apply to the development ofthe PCC's promotion plan and included in the RFP: ATTACHMENT 2 1. Consistent with our mission statement. 2. Cohesive, synergistic relationship between all elements of the plan. 3. Specifically relevant to SLO residents, businesses and potential out-of-area visitors. 4. "Elevator" message(s) and supporting strategy. 5. Positioning 6. Recommended optimum target audience(s), collectively and specifically (i.e. students, seniors, children, college educated, empty nesters, etc.) 7. Recommended media mix. 8. Measurement techniques and goals. 9. Timeline, recognizing the PCC meets once /month. 10. Budget 11. Consideration of incentives and/or other motivating ideas to secure buy­ in/participation from SLO businesses and residents as well as from visitors. 12. Consider appropriate collaborationslincentives with merchants, realtors, Cal Poly/Cuesta, etc. Specific to the RFP: • Credentials, ideally including previous work in the tourism and/or city promotion categories. • Staff bios, identification of staff specifically assigned to our account. • Other client references. ATTACHMENT 2 The Promotion Coordinating Committee of the City of San Luis Obispo is seeking proposals from appropriate resource or resources to create a promotion/communication plan, the objective of which is to increase resident's and visitor's support ofSLO city events, businesses, activities and cultural opportunities. Following are the requirements expected of all candidates: • Candidates must have proven experience creating and implementing multi-media promotion/communication plans. Ideally, experience will include tourism and/or service related promotions. • Candidate's business must be located in the City of San Luis Obispo. • Candidates must provide bios of the company's owners and of each person who would be involved in this assignment. • Candidates must provide at least three references from local (i.e. Central Coast) clients. • Candidates must include samples of relevant work. Referral to websites is optional, but all elements of your response must be hard copies that can be photocopied. Process: • The PCC committee of seven people has prepared a background document which provides relevant information that should be helpful and will be available to all candidates. • The PCC is responsible for the selection of the winning proposal. • Questions regarding this RFP should be directed to _ • The final due date for all submissions is 5:00 p.m., _ Budget: The budget for the plan that will be executed based on the winning proposal is approximately $100,000. This amount covers all attendant expenses including production, media, research and creative development for the time period that begins when the assignment is awarded and ends at the close of the City's fiscal year, June 30, 2012. Following are the objectives and guidelines which must be adhered to and/or included in the Promotion Communication Plan and its execution: • Consistent with the PCC's mission statement. • Cohesive, synergistic relationship between all elements of the plan. --------------....._... _--_.__ ATTACHMENT 2 ._-----------­ • Preference will be given to a plan that limits its initial focus in year one to a single strategy which can be executed effectively. Recommendations for expanding and continuing the plan into subsequent years are optional. • Specifically relevant to SLO city residents, businesses and potential out-of area visitors. • Elevator message and supporting strategy. • Positioning statement. • Recommended optimum target audience(s), collectively and specifically (i.e. not just adults, but also ages, income, interests, family status, life style, etc.), for each target audience. • Recommended media mix including budget estimate • Measurability including recommended measurement techniques • Production timeline, recognizing the PCC meets once/month. • Budget breakdown. • Consideration of incentives and/or other motivating ideas to secure buy-in and participation from SLO businesses and residents as well as from visitors. • "User's manual" for merchants to encourage their independent adoption of City plan's core elements and how to use the elements consistently with City's execution. • Availability to talk with/work with city's merchants at their expense. • Consider appropriate collaborations/incentives with and between merchants, realtors, Cal Poly/Cuesta, etc. ATIACHMENT 3 T,.olley Service Downtown Monthly Companson July August September October November December January February March Apnl May June Evaluation Proposed Schedule Friday Cost to Operate 2011 Cost per rider II I~ I~ost to I: I~ost Per rid., It RIdership 2010 RldefS~ Operate 2010 • 2010 2011 Income 2010 956 707 5 99528 $ 1.04 5 23900 627 813 5 99528 $ 1,59 5 156 75 255 346 5 99528 5 91370 5 390 5 264 5 6375 347 373 $ 99528 5 913 70 5 2,87 5 245 $ 8675 240 a 5 99528 5 415 5 60 00 179 o 5 99528 5 556 5 4475 208 o 5 99528 5 478 5 5200 158 o 5 99528 5 630 5 3950 226 o 5 99528 $ 440 5 5650 528 489 $ 99528 $ 91370 $ 1,88 $ 1.87 $ 13200 246 344 5 99528 5 91370 5 405 5 266 5 6150 320 5 99528 5 311 5 8000 2959 3072 $ 11,94336 5 3,654 80 $ 1,07250 Hours of Operation Thursday % Fridav % Saturda\l % 11 to 11 59 am 10 0 3 78 266 300 290 322 0 2 8 9 8 9 12to 12 59 pm 47 2 01 to 01 59 pm 62 2 02 to 0259 om 4 0 108 4 03 to 0359 m 259 3 158 5 04 to 0459 pm 429 4 232 8 05 to 05:59 pm 06 to 06:59 om ,1,61Q 2,496 ,1& 24 U331 552 ',<",/,Al' 18 <iii: 550 609 429 ~i 31 3,490 "U"Uir'7 17:" '11'117 16 17 12 J7i t 100 07 to 07:59 m 2,367 23 682 22 08 to 08:59 pm 2,303 22 592 19 09 to 0959 m -,: II ,nR' '/i',," 10 to 1059 pm 49 0 21 1 10,349 100 3,079 100 05 to 09:59 pm 93% 79% 63% "'Apnl through October Income 2011 Saturday-, ,I, I~ostper I,170stto Jostto Jostper RldershJ 2010 Ridershm 2011 Operate 2010 Ooerate 201 1 nder 2010 rider 2011 Income 687 631 51,009 30 $1,47 5 17175 679 524 51,009 30 $1,49 5 16975 416 559 51,00930 51,174 07 5243 5210 5 104 00 407 524 51,009,30 51,17407 5248 5224 $ 101,75 411 a 51,00930 5246 5 10275 353 0 51,00930 5286 5 8825 397 0 $1,00930 5254 5 9925 372 0 51,00930 5271 5 9300 470 0 $1,009 30 $215 $ 11750 594 639 $1,009,30 $1,17407 $1.70 $1,84 5 14850 511 613 51,00930 51,17407 $1.98 $1.92 5 12775 521 51,00930 $1,94 5 13025 3294 3490 $12,11160 54,69628 5 1,454 50 % of overall trafflce Th -Sa Total TraffIc 16,918 over sao nders per hour under $2 00 per rider Thursday Fnday Saturday 61% 18°,4 21% .. Operating Cost SepUOct and Apnl/May divided by hoUf'5 of operation between Fnday & Saturday Milea e Cost Gas Cost Total Cost Month Annual Thursdav 4 to 9 pm 0 0 5 5 Fridav'" 4 to 9 pm 5 hours 5 13571 $ 6000 $ 19571 5 84156 5 5,89095 Saturday" 410 9 pm 5 hours $ 13571 5 60 00 5 195.71 5 84156 5 5,89095 Sunday no service $ 11,781.89 Mlleaqe Cost IGas Cost -----rrotal Cost lMonth Annual Thursda F -June, July, August S8tu ... Apnl through October Sunday Mlleaqe Cost Gas Cost Total Cost Month Annual Thursday 4 to 9 pm 0 0 5 5 Friday" 6109 om 3 houf'5 5 8143 5 3600 5 117 43 5 504.94 $ 3,534 57 Saturday .... 6t09pm 3 hours 5 8143 5 36 00 5 117 43 $ 50494 5 3,534 57 Sunday no servIce $ 7.069.14 Assumptions for Calculation Milage Cost Gas Cost 3.5 miles per loop 5 905 5 4.00 cost per hour I 3 loops $ 27.14 $ 12.00 ATTACHMENT 4 Agenda TBID Advisory Board Regular Meeting Wednesday, July 13, 2011 2 P.M. -Council Chamber CALL TO ORDER: Chair Tim Billing PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the agenda. Public comment for each agenda item will be called for separately and is also limited to 2 minutes per speaker. State law does not allow the board to discuss or take action on issues not on the agenda, except that members of the board may briefly respond to statements made or questions posed by the person giving public comment. Staff may be directed by the board to follow-up on such items and/or place them on the next board agenda. ICONSENT ITEMS C.l Minutes of the Meeting of June 8, 2011 C.2 TOT Report -Month of May (distributed when available) C.3 Smith Travel Report (under separate cover) C.4 Level Studios Report -(under separate cover) C.S On the Horizon Report (under separate cover) C.6 San Luis Obispo Visitors & Conference Bureau (under separate cover) Any writings or documents provided to a majority of the TBID Board 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. ATTACHMENT TBIDBoard Public comment will be taken for each individual agenda item. Each speaker will be limited to 2 minutes of public testimony. 1PRESENT AnONS 1. SLO MARATHON -UPDATE 15 min The event organizers will present the new website and give an update on the event. 2. REMNANTS OF THE PAST 15 min The event organizers will present their event and ask for funding assistance. 1 BUSINESS ITEMS 1. QUARTERLY REPORT BY CONTRACTOR 20 min The San Luis Obispo Visitors and Conference Bureau and the Chamber of Commerce will present the quarterly report for the contracted obligations. 2. EVENTS PROMOTION -Report as attachment 1 10 min The task force chair will report on funding requests and possible event opportunities. The board will consider funding of recommended events at this point. 3. TRADESHOWS 2011-12 -Report as attachment 2 20 min The committee will receive a report from its task force members regarding the trade shows under review and consider participation. TBID LIAISON REPORTS & BOARD COMMUNICATION At thIS time board members make announcements, report on activIties, refer to staff issues for study and report back to the board at a subsequent meeting. 1. HOTELIER UPDATE -LIAISON REPORT 5min 2. PCC UPDATE -see attachment 3 -PCC Minutes & July Agenda ATIACHMENT 4 Tourism Business Improvement District Board Minutes Wednesday, June 8, 2011 2:00 pm Council Chamber -City Hall Draft CALL TO ORDER: Chair Tim Billing PRESENT: Koper, Pearce, Patel, Conner STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment to items not on the agenda. CONSENT AGENDA ACTION: Moved by Conner/Koper to approve the consent agenda as presented. Motion carried 5:0 PRESENTATIONS 1. CAL POLY -MARKETING PROJECT PRESENTATIONS Two groups presented their senior marketing projects concentrating on specific target audiences. One group targeted spa goers and spa related vacations. The second group concentrated on romantic getaways. Both presentations contained related research, creative and targeted campaign options. Level Studios is evaluating which elements to utilize in the upcoming 2011-12 marketing plan. BUSINESS ITEMS 1. QUARTERLY CONTRACTOR REPORTS On the Horizon -Public Relations Jamie Reith, Account Manager for On the Horizon, presented the last 3-month efforts and highlighted the very successful "Happiest Place" packages that they made available to the hotels. She went over achieved placements and program highlights 2. EVENTS PROMOTION ATTACHMENT 4 Vice-Chair Conner introduced the event heard at the May events promotion joint-committee meeting. The vintage show "Remnants of the Past" is moving its event from Nipomo to San Luis Obispo in order to gain access to a larger space. The organizers requested $25,000 in support of the semi-annual event (October &April) attracting 3,000+ people. Public Comment: Mrs. Patel-Mueller commented that the provided information was insufficient to allow for such a substantial investment and that the board should consider distributing a questionnaire to all applicants that needs to be provided with any additional information to the events committee and the board for initial review. The board directed staff to ask the organizers to present the event at the next board meeting, addressing the concerns raised. An overall budget, as well as a detailed listing of how the investment would be used, will have to be provided. Staff mentioned that a questionnaire is being developed by the events subcommittee for final review in the June 2011 meeting. It should be available for the next regular board meeting. 3. BOARD RETREAT The board continued the discussion regarding a possible retreat. The goal is to get feedback and participation from as many hoteliers as possible. The board members were asked to provide questions to staff in order to release an online survey. The board hopes to receive information as to the best format (time, date, and place), as well as topics of interest and investment opportunities. 4. CONTRACTUAL OBLIGATIONS In the May regular board meeting, the board had approved its 2011-12 budget. The next step in the process will be City Council approval scheduled for July 5, 2011. After Council approval, the contractual obligations will have to be reviewed. The board looked at appointing its bUdget task force to do the final review in order to expedite the process. Public Comment: Mrs. Patel-Mueller opposed the notion to allow the task force to do the review as it will keep the documents out of public review. She was wondering whether hoteliers would be allowed to participate in the task force meetings. ACTION: Moved by Pearcel Koper to allow the final review of the contractual obligation and language by the budget task force staffed by T. Billing, S. Norris, and J. Conner. Motion carried 5:0 5. POW WOW 2011 and TRADE SHOWS 2011-12 The board chair went over the leads captured during the 2011 International Pow Wow in San Francisco. The spreadsheet with all the information is ready for distribution. The document is divided into travel planners and group information and media contacts. The question posed to the board was how to proceed with distributing the data to the partner hotels. The board discussed whether the media contacts should be released to the hotels or sent to the PR agency only in order to keep the PR message neutral and promote the area and all 37 hotels. ATIACHMENT 4 Public Comment: Mrs. Patel-Mueller commented that all the information including media contacts should be sent to the hotels as the hotels paid for the show cost and should receive the full benefits. ACTION: Moved by Conner/Pearce to send the travel planners and group leads to the hotels and the media leads to the PR agency for follow-up. Motion carried 5:0 The meeting adjourned at 4:05 pm