Loading...
HomeMy WebLinkAbout06-13-2012 PCC Agenda PacketI Agenda Promotional Coordinating Committee City of San Luis Obispo VVednesday,June13,2012 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Goals of the CIty of San Luis Obispo Promotional Coordinatmg 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 -Committee Chair PUBLIC COMMENT: Each speaker is limited to three minutes of public comment CONSENT ITEMS e.1 Minutes of the Meeting of May 9 and May 30, 2012 e.2 TOT Report e.3 Community Promotions Budget Report e.S Public Relations Report e.6 Events Promotion Report e.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 IPRESENTATION 1. 2012 TEDx CONFERENCE -PERFORMING ART CENTER 15 min Jenn Prentice will introduce the TEDx conference planned for September 28, 2012 at the Performing Art Center and ask for support from Community Promotions. 2. CalTRAVEL 2012 10 min Lindsey Miller will provide tourism industry information obtained during the 2012 CalTRAVEL industry conference in Sacramento. I PRESENTATION 1. EVENTS PROMOTION 5 min The PCC's joint events subcommittee members will report on the events presentations received on May 21,2012 and present funding recommendations. (Attachment 1 -Draft Minutes) 3.2012-13 MARKETING & BUDGET DISCUSSION 60 min The Marketing Subcommittee members will report on the joint subcommittee meeting and make recommendation as to 2012-13 budget allocations. IPCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. TBID BOARD REPORT -Attachment 2 -TBID May Minutes I PCC COMMUNICATIONS Allhis lime 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, May 9, 2012 5:30pm City Hall -Council Hearing Room DRAFTCALL TO ORDER: Chair Marco Rizzo PRESENT: Fidler, Palazzo, Cox, Pearce, Yukelson, LeMieux STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT Patty Thayer with the San Luis Obispo Symphony thanked the committee for its continued support and handed the commissioners a copy of the 50 th anniversary CD. CONSENT AGENDA ACTION: Moved by Cox/Palazzo to approve the consent agenda as presented. Motion carried 7:0 BUSINESS ITEMS 1. GRANTS-IN-AID -PRELIMINARY RECOMMENDATION The subcommittee members reported on the process and presented the preliminary recommendations. Commissioner Fidler mentioned that the work done by the previous subcommittee in establishing the new guidelines and criteria made a difference and facilitated the process greatly. FolloWing the guidelines, the total amount recommended was kept below the initially earmarked $100,000. ACTION: Moved by LeMieux/Yukelson to recommend 2012-13 GIA allocations as presented by the subcommittee. Motion carried 7:0 The public hearing to present the recommendations to applicant organizations is scheduled for May 23,2012 at 5:00 pm in the Council Hearing Room. Promotional Coordinating Committee Minutes May 9, 2012 Page 2 2. EVENTS PROMOTION Subcommittee member M. Fidler reported on the two presentations received during the April 30, 2012 joint subcommittee meeting. No recommendations are before the committee as the Film Festival was asked to return with additional information and the SLO Jazz Festival was not considered to be ready for September 2012. The subcommittee recommended that the SLO Jazz Festival concentrate on the Court Street series and start building into a full scale, multiple-day festival. 3.2012-13 MARKETING & BUDGET DISCUSSION Marketing joint committee member J. LeMieux reported on the first meeting between the PCC and TBID marketing subcommittee members to discuss possible collaboration in order to avoid duplication and maximize current funding. This collaboration is seen as a natural next step to share program priorities, plan a long term approach, and maximize limited dollars. It will also help in streamlining the overall community promotion message and provide clear direction to contractors as to brand continuity. The joint subcommittee will meet again prior to the next regular monthly meeting to continue the discussion. COMMITTEE COMMUNICATION TBID Liaison C. Pearce reported that the TBID Board had decided on the design for the Savor bags, commissioned the sale of the "Happy" t-shirts through the Visitors Center, and is continuing its 2012-13 program discussion. Commissioner J. LeMieux mentioned the History Center's upcoming membership drive and invited the commissioners to join. Ashlee Akers with Verdin reminded the committee that the events brochure will be sent out electronically and that changes and comments need to be received by May 25,2012. Meeting adjourned at 6:51 pm Promotional Coordinating Committee Meeting Minutes Wednesday, May 30,2012 5:30pm City Hall -Council Hearing Room DRAFTCALL TO ORDER: Chair Marco Rizzo PRESENT: Fidler, Palazzo, Cox, Pearce, Yukelson, LeMieux STAFF PRESENT: Claire Clark, Economic Development Manager PUBLIC HEARING 1. GRANTS-IN-AID 2012-13 The public hearing was scheduled to allow the Grants-in-Aids applicants to address the committee regarding the preliminary recommendation as approved during the May 9,2012 regular committee meeting. Many recipients provided words of thanks for the grant awards including SLO Symphony, Downtown Association, Ballet Theatre, History Center, GALA, Cuesta Community Programs, and Canzona Women's Ensemble. Ecologistics, Inc. offered thanks for being allowed to submit additional information regarding the submitted budget for reconsideration by the committee. The committee acknowledged receipt of the letter regarding the Bioneers Conference budget and discussed how to move forward. It decided to pull the Bioneers Conference for consideration following the rest of the grant awards. A short discussion between the committee members acknowledged the discussion of awards at the last PCC meeting. ACTION: Moved by Fidler/LeMieux to recommend to the City Council 2012-13 GIA allocations as approved during the May 9,2012 regular meeting and presented to the applying organizations except Ecologistics, Inc. Motion carried 7:0 The Vocal Arts Ensemble popped in to express thanks after the vote was taken to award the grants. The Committee reviewed the letter from the Ecologistics, Inc. and invited the organizers to explain details of the loans received from its board members, sought assurance that the grant would not be used to pay back those loans, and generally heard about the ways the conference has been building over its two-year existence. The committee also sought information about the metrics for the past two years and considered the video marketing piece most extensively. Promotiollal Coordinating Committee Minutes May 30, 2012 Page 2 Commissioner Yukelson moved to fund a portion of the plan exclusive of the video. Commissioner Fidler seconded. Discussion ensued over the value of the video as a marketing piece and the difference between a marketing tool and a revenue producer. ACTION: Moved by Yukelson/Palazzo to recommend $9,825 in funding for the 2012 Bioneers Conference with the stipulation that the video be used strictly for marketing and not for sales revenue. Motion carried 7:0 The Committee requested metrics about tickets sold and where participants come from as part of the final report to the Committee following the event. The applicants were encouraged to avail themselves of the help of the committee liaison and the Chamber of Commerce. The Committee continued the meeting by making assignments for grants-in-aid liaisons as follows: Cox: Botanical Garden, Vocal Arts Ensemble, Ballet Theatre Yukelson: City to Sea/Cuesta College, Jewish Community Center Film Fest, Soccer Club Summer Classic Fidler: Children's Choir, Museum of Art Plein Air Fest, Symphony Mission Tour Rizzo: Children's Creative I Madonnari, Festival Mosaic Palazzo: GALA, Blues Society, Downtown Assn Holiday Pearce: Canzona, Civic Ballet, Foundation PAC Bravo SLO Lemieux: Cuesta Writers Conference, Ecologistics' Bioneers Conference, History Center Exhibit, County Band. Meeting adjourned at 6:25 pm TOT Comparision 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 Percent Change July $ 442,947 $ 506,594 $ 521,789 $ 565,386 $ 565,637 $ 508,195 $ 541,806 $ 591,184 9.1% August $ 461,982 $ 507,639 $ 531,727 $ 573,057 $ 609,452 $ 511,564 $ 542,194 $ 574,395 5.9% September $ 346,999 $ 394,771 $ 432,587 $ 465,179 $ 416,859 $ 400,023 $ 437,543 $ 490,524 12.1% October $ 336,055 $ 372,192 $ 406,204 $ 418,474 $ 416,905 $ 414,870 $ 442,586 $ 437,805 -1.1% November $ 295,660 $ 337,503 $ 334,227 $ 375,287 $ 354,737 $ 280,913 $ 330,924 $ 347,437 5.0% December $ 254,052 $ 275,336 $ 282,198 $ 312,510 $ 274,871 $ 246,684 $ 274,417 $ 314,784 14.7% January $ 206,229 $ 253,445 $ 246,347 $ 287,474 $ 258,316 $ 230,279 $ 256,351 $ 276,165 7.7% February $ 270,803 $ 280,870 $ 310,345 $ 342,220 $ 292,343 $ 273,373 $ 302,246 $ 323,359 7.0% March $ 324,687 $ 335,664 $ 365,634 $ 386,458 $ 289,506 $ 326,099 $ 333,783 $ 392,266 17.5% April $ 346,218 $ 418,359 $ 441,234 $ 388,911 $ 391,891 $ 423,158 $ 451,133 $ 475,913 5.5% May $ 364,537 $ 395,019 $ 426,120 $ 435,516 $ 393,431 $ 372,997 $ 433,874 $ -0.0% June $ 429,718 $ 4,079,887 $ 468,147 $ 4,545,539 $ 490,498 $ 4,788,910 $ 513,631 $ 5,064,103 $ 456,098 $ 4,720,046 $ 490,326 $ 512,543 $ 4,859,400 $ - $ 4,223,831 0.0% $ 4,478,481 8.0% Community Promotions Budget 2011-12 Budget 2011-12 Amount Budget $ $ 411,500 411,500Total Budget Expenditure Expenditure Committed Expended Balance Contractor Direction Sign age $ 50,000 $ 50,000 $ -City Public Works Grants-in-Aid $ 100,000 $ 98,155 $ 1,845 City Administration Visitors Center $ 76,500 $ 76,500 $ -Chamber of Commerce Events Promo/PR $ 40,000 $ 40,000 Chamber of Commerce Events Brochure $ 64,000 $ 33,507 $ 30,493 Verdin Events Promotion $ 28,500 $ 28,500 $ -City Administration Trolley $ 9,500 $ 5,542 $ 3,958 Support Cost $ 2,500 $ 100 $ 2,400 Total $ 371,000 $ 332,204 $ 38,696 IRemaining Balance $ 40,500.00 I San Luis Obispo " Chamber of Commerce• Report to City of SLO-PCC Committee In-County Public Relations & Event Promotions Contract May 2012 1-Manage local public relations efforts for San Luis Obispo Events Working on promoting SLO Vintner's Roll Out the Barrels, Remnants of the Past, Concourse de Elegance, Historic Concert Series, Concerts in the Plaza, Festival Mozaic and summer expansion of farmer's market. Created updated events sheet for May and sent out. 2-Respond to media requests that Contract receives seeking infonnation about the City of San Luis Obispo Worked on promoting SLO as the 'friendliest' town on the USA Today/Rand McNally "Best of the Road" competition. SLO has been selected as one of the top six finalist and will now host the judges/road rally sometime between June 15­ July 15 th • Working with city, Level, VCB and SLO Vintners to plan itinerary and how to best utilize trip into own SLO marketing. Travel & Leisure (American Express Publishing) segment on Weekend Getaways debuted with SLO as an affordable destination for the weekend getaway from LA -http://w \V \\. tra VC' Lm~ i k' i";lI rv .C( )il1/\\'l.·l.·kt:nd-gc·ta\~_;.lJ.-,'?iJ~)--,'i: a ngc [C:-,/Ll ff( )t'dd b Ie-san ·:.Lv is-I )bi SI2.Q 3-Continue to represent "San Luis Obispo Tourism" at two events a year-Cal Poly Homecoming and Cal Poly Open House Completed. Events Brochure Report -May Brochure We thoroughly proofed the first draft of the brochure, and made all changes recommended by the PCC. We also made contact with all event organizers who received PCC grants to ensure that their events will be included and accurate in the upcoming brochure. We also made contact or re­ contacted several events listed in the brochure and local photographers to try and secure a more engaging image for the cover. Advertising Our advertising campaign continued through the month of May and received the below results: Media outlet Impressions Clicks Click thru rate VisitSLO.com 8,663 179 2.07% Facebook 250,744 669 0.28% *Online advertising has a national average click thru rate of o. 02% SLO Chamber Kiosk Total pageviews: 3,355 Event section views: 297 Social Media We continually post 3-4 times per week about upcoming events and are seeing a good amount of user interaction through "likes," comments, and posts on our page. We achieved 323 additional "likes" during the month of May, and our average weekly reach was 20,301, which is the number of unique people who saw any content from our page. FACEBOOK ACTIVITY 2000 .---------------r 1500 +----------....".,,~:....r 1000 +----------::l!~----1 500 +------::011'~---------f o ............-=:;;;;;.;;.-_-_-...-...J, Nov-DEC-JAN-FE& MAR-APR-MAY­ 11 11 12 12 12 12 12 ~L1KES I.Sillll,ui;;Obi;;p" C h.:1n1 ber 01 CCHl"lll1erCl.' Visitor Services Contact Report May 2012 Highlights from May in the Visitor Center: • Sold tickets for Remnants of the Past Antique Show & Afternoon of Epicurean Delights • Added Happy Town shirts to merchandise being sold in VC • Lots of calls/bookings for hotels regarding CP Graduation SLO events promoted through Visitor Center: • Promoted Art After Dark • Promoted Paso Wine Fest • Promoted Mother's Day Celebrations • Promoting Concourse de Elegance Car Show-June • Promoting Concerts in the Plaza-June • Promoting Roll Out the Barrels-June • Promoting Remnants of the Past-June Monthly Visitor Center Interactions: May 2012 April 2012 May 2011 Visitors in center: 5,602 6,061 4,902 Phone calls: 360 583 825 Emails: 145 121 217 Calendar of Events: Events entered into calendar this month: 121 Events in the May calendar: 56 Promotional Product Sales: Visitor Guides: 119 City Maps: -29 Promotional Product Giveaways: • Worked with City on promotional giveaways to baseball team headed to Cooperstown, TBID donated 100 Happy Town shirts. • Gave 100 old visitor guides to Cal Poly College of Business. Joint Events Promotion Task Force ATTACHMENT 1 Minutes Monday, May 21,2012 -3:00 pm Council Hearing Room -City Hall DRAFT CALL TO ORDER: John Conner Committee Members: Fidler, LeMieux, Cox Staff Liaison: Brigitte Elke Four requests were reviewed by the committee. Two new ones from Cal Poly Arts, the SLO Marathon, and the follow-up from the SLO International Film Festival. 1. LA GUITARRA /2012-13 BROADWAY SERIES Denise Leader Stoeber presented the two proposals. The Broadway series will bring five different Broadway shows to San Luis Obispo in 2013 -HAIR, Blue Man Group, Disney's Beauty and the Beast, Menopause, the Musical, and Shatner's World: We Just Live in It. The series was commissioned to rebuild Cal Poly Arts as the presenter of world-class entertainment on the Central Coast. Request: $10,000 The 2013 La Guitarra Festival will be the 8 th installment and the second one presented by Cal Poly Arts on the Cal Poly Campus. The 2011 festival saw a 20% growth in attendance and vendor spaces were up as well. 35% of attendees came from outside San Luis Obispo County mainly LA and the Bay Area. The Festival will be promoted in all guitar societies in the US, 155 colleges and universities, 200 music schools, 200 guitar makers, and the 3000 past attendees. Request: $20,000 Committee Recommendations: Broadway Series: PCC $10,000 / TBID $0 The commissioners wanted to make certain that the organizers recognized that this was a one-time consideration and that they expect this request to be brought to the Grants-in-Aid program in the future. La Guitarra PCC $ 5,000 / TBID $15,000 2. SAN LUIS OBISPO MARATHON Staff gave the presentation on behalf of the marathon organizers who had previously presented to the TBID board during the May 2012 regular board meeting. The three races attracted 3,200 athletes from 300 cities in California, 27 states, and 7 countries. The organizers project that the race will grow to 9,000 participants in 2013. The race is again planned for Earth Day on April 21, 2013. The organizers requested the same amount as in 2012 given the growth potential of the race. Committee Recommendations: TBID $35,000/ PCC $15,000 ATTACHMENT 1 3. SAN LUIS OBISPO INTERNATIONAL FILM FESTIVAL This event had received $35,000 in 2011 (TBID) and $25,000 in 2012 (TBID &PCC) to update the website, create a new newsletter template and format, update the logo, and market the festival outside of San Luis Obispo County. Despite this substantial investment, the festival has not grown in leaps and bounds. The commissioners felt that it lacked a theme or niche in order to attract outside audiences and distinct itself from the many film festivals in the state. Given also that the festival is spreading more and more throughout the county, the following recommendation was made for consideration at the individual board meetings: TBID no funding / PCC $5,000 for local promotion as it is an important event for San Luis Obispo residents. Tourism Business Improvement District Board ATTACHMENT ~ Regular Meeting Minutes Wednesday, May 9,2012 10:00am City Hall -Council Hearing Room CALL TO ORDER: Board Chair Clint Pearce DRAFTPRESENT: Billing, Conner, Patel, Hutton, Ridgeway STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT No public comment was given. Consent Agenda ACTION: Moved by Conner/Patel to approve the consent agenda as presented Motion carried 6:0 PRESENTATIONS 1. SAN LUIS OBISPO MARATHON Samantha Pruitt and Heather Hellman reported on the inaugural race that took place on April 22, 2012. All three races, SK, half-marathon, and marathon, were sold out and combined brought over 3,000 athletes to the start lines. The organizers are currently reviewing the event with the local jurisdictions to continue improving on it. They have commissioned an economic impact report that should be received in June 2012. They also hope to get started with the 2013 Marathon promotion in June 2012 and open registration. As they are looking to attract up to 9,000 athletes in 2013 with a production cost of roughly $SOO,OOO, they are requesting the same amount ($SO,OOO) of support from the TBID and PCC programs. The committee referred the request to the May 21,2012 joint subcommittee meeting as the PCC representatives will partake and a recommendation can be brought forth to both advisory bodies in June. 2. DIRECTIONAL WAYFINDING SIGNS Staff gave a brief recap of the project and its current status. The design of the sign family which includes large and small monument signs, rural and urban vehicular signs, and pedestrian signs, was approved by the City Council in November. The RFP for sign fabrication will be released by the end of May and at the same time the location plan will be refined. The testing of the signs as Tourism Business Improvement District Board AnACHMENT~Meeting Minutes-May 9,2012 Page 2 required by federal mandate will occur late summer and the first signs should be installed by late fall. Staff was asked to look into a financial contribution from the Downtown Improvement District fund. BUSINESS ITEMS 1. CHAMBER OF COMMERCE VISITORS GUIDE AD Kristin Mehiel, Director of Membership Services, presented the visitors guide and possible ad placements. 30,000 copies are printed each year with 4,000 going to Chamber members. About 30 copies are sent each week as fulfillment to people inquiring about visiting San Luis Obispo. Copies are also distributed to hotels and are available in the Visitors Center. A full page ad costs $3,299 and the available inside back cover costs $3,750. The creative has to be received by the beginning of June. ACTION: Moved by Billine/PateI to authorize the budget task force to commission an ad as the task force members see fit. Motion carried 6:0 2. TBID T-SHIRT SALE AT THE VISITORS CENTER The board had requested staff look into selling the "Happy" t-shirts through the Visitors Center. Staff, in collaboration with Chamber staff, looked at the logistics and issues involved in accepting credit cards. ACTION: Moved by Billine/Hutton to sell the t-shirts on a cash basis only at $20.00 each. Proceeds will be given to the Prado Day Center. Motion carried 6:0 3. SAVOR BAG DESIGN REVIEW The board had elected to commission the bags for Sunset's Savor the Central Coast 2012 event. Level Studios Account Manager Ryan Allshouse and John Delman, presented the proposed designs. The options combined the "Happiest City" message with key activities and key events. A third option used key activities and key events without the "Happiest City" message. ACTION: Moved by Conner/Patel to commission the design combining "Happiest City" with the key events. The agency is to incorporate the source for the "Happiest City" claim. Motion carried 6:0 4.2012-13 MARKETING & BUDGET DISCUSSION Board Chair C. Pearce provided a report from the joint marketing committee meeting and the discussion regarding possible collaboration between the two advisory bodies. The goal is to maximize funding and avoid duplication. The direction signage program and ShareSLO offer possible collaboration and the discussion will be ongoing. Tourism Business Improvement District Board ATTACHMENT 2 Meeting Minutes-May 9,2012 Page 3 COMMUNICATION 1. HOTELIER UPDATE L. Ridgeway mentioned that the Hampton Inn is scheduled to open May 24,2012. The 17-room Granada Inn Downtown San Luis Obispo is under construction. The opening date is not yet known. Staff mentioned the still available MySLO sessions and the planned session on May 29, 2012 at the Chamber of Commerce. N. Patel mentioned the upcoming ADA compliance deadlines. The board asked that the City schedule a session with Code Enforcement to give an overview of the pending requirements. Meeting adjourned at 11:15 am.