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HomeMy WebLinkAbout03-21-2012 PCC Agenda Packet - Special MeetingAny 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 th e City of San Luis Obispo at 990 Palm Street during normal business hours. A genda Promotional Coordinating C ommittee City of San Luis Obispo Wednesday, March 21, 2012 4:30 p.m. SPECIAL MEETING Council Hearing Room 990 Palm Street The Goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) Improve the quality of life available to all residents of and visitors to San Luis Obispo and (2) Promote, in a manner consistent with long -range community goals, the development of San Luis Obispo as a regional and tourist center. CALL TO ORDER PUBLIC COMMENT: Each speaker is limited to three minutes of public comment CONSENT ITEMS C.1 Minutes of the Meeting of February 8, 2012 C.2 TOT Report C.3 Community Promotions Budget Rep ort C.5 Public Relations Report C.6 Events Promotion Report C.7 Visitors Center Report Promotional Coordination Committee I APPOIN1MENTS 1. ELECTION OF CHAIR & VICE-CHAIR 5 min 2. SUBCOMMITTEE ASSIGNMENTS 10 min The committee will assign members to its GIA and Marketing subcommittee. I PRESENTATIONS 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. I BUSINESS ITEMS 3. BUDGET & COMMUNITY PROMOTIONS PROGRAM 2012/13 30 min The committee will continue its discussion regarding the PCC's program. The goal is to bring forth the new overall program and 2012-13 budget to City Council in June 2012. Report from last month as attachment 1. 4. GIA BUDGET 2012-13 The committee will give direction to its CIA subcommittee regarding the target funding amount for 2012-13. 4. EVENTS PROMOTION -Report as attachment 2 15 min The subcommittee members will report on the joint-subcommittee meeting and submit funding recommendations for the events presented at the last meeting. IPCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. TBID BOARD REPORT -Attachment 3 -TBID February Minutes 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 Coordination Committee I APPOINTMENTS 1. ELECTION OF CHAIR & VICE-CHAIR 5 min 2. SUBCOMMITTEE ASSIGNMENTS 10 min The committee will assign members to its CIA and Marketing subcommittee. I PRESENTATIONS 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. IBUSINESS ITEMS 3. BUDGET & COMMLTNITY PROMOTIONS PROGRAM 2012/13 30 min The committee will continue its discussion regarding the PCC's program. The goal is to bring forth the new overall program and 2012-13 budget to City Council in June 2012. Report from last month as attachment 1. 4. GIA BUDGET 2012-13 The committee will give direction to its CIA subcommittee regarding the target funding amount for 2012-13. 4. EVENTS PROMOTION -Report as attachment 2 15 min The subcommittee members will report on the joint-subcommittee meeting and submit funding recommendations for the events presented at the last meeting. IPCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. TBID BOARD REPORT -Attachment 3 -TBID February Minutes 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 Meeting Minutes Wednesday, February 8, 2012 5:30 pm City Hall -Council Hearing Room CALL TO ORDER: 5:30 pm Committee Chair Marco Rizzo PRESENT: Fidler, Palazzo, LeMieux, Cox, Billing STAFF PRESENT: Michael Codron, Assistant City Manager The Grants-in-Aid subcommittee staffed by Commissioners J. LeMieux, and T. Billing held the pre-application meeting with interested organization at 5:00 pm in the Council Chamber. 33 organizations were present. The commissioners briefed the organizations on expectations, format, as well as budgetary issues for 2012-13. Several questions were asked by attending organizations and addressed by the committee members. PUBLIC COMMENT There was no public comment CONSENT AGENDA ACTION: Moved by Cox/LeMieux to approve the minutes from December 14, 2011 as presented. Motion carried 5:0 PRESENTATIONS 1. CONTRACTOR REPORTS Lindsey Miller, Marketing Director for the Chamber of Commerce, reported on the past quarter efforts including events promotion D. Cox asked about the Chamber Visitor Center call volume drop between January 2011 and January 2012. L. Miller was not sure of the reason for the drop in calls. M. Fidler asked about the restaurant TV show that was reported to be seeking applicants. Promotional Coordinating Committee lVlinutes February 8. 2012 Page 2 Ashley Ackers, Vice-President for Verdin, gave a report on the events brochure. BUSINESS ITEMS 1. DIRECTIONAL WAYFINDING SIGNS M. Codron provided an update on the wayfinding sign program. M. Fidler and D. Cox commented on the length of the process. M. Codron stated that the tinleframe also reflects staffs workload and that this project is moving forward along with the rest of the capital improvement program, including projects like Downtown Beautification. M. Rizzo requested additional estimates, including the spreadsheet that was not attached to the memo. 2. BUDGET & COMMUNITY PROMOTIONS PROGRAM 2012/13 M. Fidler reported out about ideas for use of budget. She indicated that the PCC still needs to think about overall program description and mission statement. She describes mission statement and four point strategy for program budget. M. Fidler also discussed five values when considering funding projects through the strategy. The 2012-13 Program Task Force memo should be sent to all Commissioners and the item agendized for action during the next meeting. 3. EVENTS PROMOTION The Comnlittee discussed events promotion and reviewed recommendations on four projects: Concours d'Elegance, Remnants of the Past, Mud Mash 2012, and SLO Jazz Festival. The Committee discussed and arrived at consensus that Remnants of the Past should be funded for June 2012 at $5,000. ACTION: Moved by Cox/LeMieux to fund Remnants of the Past at $5,000. Motion carried 5:0 The Committee discussed and arrived at consensus that Concours D'Elegance should be supported with a split of the funding request of $25,000 evenly between the TBID and Pce. Promotional Coordinating CommittE'E' 1-"linlltE'S FE'bruary 8. 2012 PagE' 3 ACTION: Moved by Fidler/Billint: to provide $12,500 in funding to Concours D'Elegance. Motion carried 4:0(Cox abstained) The PCC decided to table the Jazz Fest discussion until the TBID decides if it will be incorporated into Savor. The pce decided that Mud Mash would not be funded in 2012. COMMITTEE COMMUNICATION Meeting adjourned at 6:30 pm TOT Comparision 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 July $ 442,947 $ 506,594 $ 521,789 $ 565,386 $ 565,637 $ 508,195 $ 541,806 $ 591,184 9.10% August $ 461,982 $ 507,639 $ 531,727 $ 573,057 $ 609,452 $ 511,564 $ 542,194 $ 574,395 5.90% September $ 346,999 $ 394,771 $ 432,587 $ 465,179 $ 416,859 $ 400,023 $ 437,543 $ 490,524 12.10% October $ 336,055 $ 372,192 $ 406,204 $ 418,474 $ 416,905 $ 414,870 $ 442,586 $ 437,805 -1.10% November $ 295,660 $ 337,503 $ 334,227 $ 375,287 $ 354,737 $ 280,913 $ 330,924 $ 347,437 5% December $ 254,052 $ 275,336 $ 282,198 $ 312,510 $ 274,871 $ 246,684 $ 274,417 $ 314,784 14.70% January $ 206,229 $ 253,445 $ 246,347 $ 287,474 $ 258,316 $ 230,279 $ 256,351 $ 276,165 7.70% February $ 270,803 $ 280,870 $ 310,345 $ 342,220 $ 292,343 $ 273,373 $ 302,246 March $ 324,687 $ 335,664 $ 365,634 $ 386,458 $ 289,506 $ 326,099 $ 333,783 April $ 346,218 $ 418,359 $ 441,234 $ 388,911 $ 391,891 $ 423,158 $ 451,133 May $ 364,537 $ 395,019 $ 426,120 $ 435,516 $ 393,431 $ 372,997 $ 433,874 June $ 429,718 $ 468,147 $ 490,498 $ 513,631 $ 456,098 $ 490,326 $ 512,543 $4,079,887 $4,545,539 $ 4,788,910 $ 5,064,103 $ 4,720,046 $ 4,478,481 $ 4,859,400 $ 3,032,294 7.63% 1 SUNGARD PENTAMATION -FUND ACCOUNTING V4.1 PAGE NUMBER: DATE: 03/09/12 CITY OF SAN LUIS OBISPO EXPSTA11 TIME: 12: 08 :41 EXPENDITURE STATUS REPORT SELECTION CRITERIA: expledgr.key orgn='11300' ACCOUNTING PERIOD: 9/12 - 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-100 GENERAL FUND 2ND SUBTOTAL-701 SALARIES DEPARTMENT-1000 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 1,697.00 .00 30,545.91 13,554.09 69.27 TOTAL SALARIES 44,100.00 1,697.00 .00 30,545.91 13,554.09 69.27 7040 RETIREMENT CONTRIBUTIONS 12,000.00 372.76 .00 9,220.51 2,779.49 76.84 7041 RETIREMENT PARS -401 400.00 16.97 .00 305.49 94.51 76.37 7042 HEALTH & DISABILITY INSU 5,000.00 210.16 .00 3,572.48 1,427.52 71.45 7043 RETIREE HEALTHCARE 700.00 .00 .00 .00 700.00 .00 7044 MEDICARE 700.00 26.66 .00 473.88 226.12 67.70 7046 UNEMPLOYMENT INSURANCE 200.00 6.79 .00 122.23 77.77 61.12 TOTAL BENEFITS 19,000.00 633.34 .00 13,694.59 5,305.41 72.08 TOTAL STAFFING 63,100.00 2,330.34 .00 44,240.50 18,859.50 70.11 7227 CONTRACT SERVICES 7,258.69 .00 3,050.60 18,933.96 -14,725.87 302.87 7237 GRANTS-IN-AID 100,000.00 101.57 2,600.00 89,933.02 7,466.98 92.53 7337 PROMOTION & PUBLIC REL 182,500.00 6,666.00 49,757.18 55,133.70 77,609.12 57.47 7339 CHAMBER & VIS & CONF BUR 76,500.00 6,375.00 25,500.00 51,000.00 .00 100.00 TOTAL SUBTOTAL 366,258.69 13,142.57 80,907.78 215,000.68 70,350.23 80.79 TOTAL CONTRACT SERVICES 366,258.69 13,142.57 80,907.78 215,000.68 70,350.23 80.79 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 431,858.69 15,472.91 80,907.78 259,341.18 91,609.73 78.79 TOTAL ADMINISTRATION 431,858.69 15,472.91 80,907.78 259,341.18 91,609.73 78.79 TOTAL GENERAL FUND 431,858.69 15,472.91 80,907.78 259,341.18 91,609.73 78.79 TOTAL REPORT 431,858.69 15,472.91 80,907.78 259,341.18 91,609.73 78.79 I San Luis Obispo ." Chamber of Commerce Report to City of SLO-PCC Committee In-County Public Relations & Event Promotions Contract February 2012 1-Manage local public relations efforts for San Luis Obispo Events Worked with event groups on PR and social media, groups included-SLO Symphony, Festival Mozaic-Winter Mezzo, SLO Film Festival, SLO Marathon, Cal Poly Open House and SLO Vintner's Events. Continue to promote ongoing events-Art After Dark, Cal Poly Arts, Farmer's Market and PAC events. Produced Quarterly events sheet and distributed to local hotels, wineries and restaurants. 2-Respond to media requests that Contract receives seeking information about the City of San Luis Obispo Responded to request from VIA Magazine for photos of SLO hikes for their May/June edition. Also send info and helped with fact checking. Responded to request from the producers of SUDS COUNTY, USA-a documentary on microbreweries throughout California that will feature San Luis Obispo and the breweries here in our area. Sent materials and continuing to help with questions. Working with Car Free and Hearst Castle to team up to participate in Amtrak's National Train Day event in Los Angeles. Working with International Tourism Fair in Croatia to promote San Luis Obispo by sending materials to participants and media attending the tradeshow. --_._--_ _-_ _--_.__.. 3-Continue to represent "San Luis Obispo Tourism" at two events a year-Cal Poly Homecoming and Cal Poly Open House Meet with Cal Poly Open House group, working with them on promotions as well as have coordinated to have a booth at the event. v 1 Events Brochure Report -February Advertising Our advertising campaign is in full swing and continues to include the SLO Chamber package, Facebook and SanLuisObispo.com. Below is one of the current ads. t . Ad rt" e ruaryve ISing me rlCS -F b Media outlet Impressions Clicks Click thru rate SanLuisObispo.com 62,958 162 0.27% VisitSLO.com 12,288 176 1.43% Facebook 545,558 695 0.13% *Online advertising has a national average click thru rate of 0.02% SLO Chamber Kiosk Total pageviews: 3822 Event section views: 281 Social Media We currently post 3-4 times per week and link to existing event pages when possible. Our "Likes" have increased by 381 in February and our daily average reach was 9,674, which is the number of unique people who saw any content from our page. FACEBOOK ACTIVITY 700 600 500 400 300 200 100 o /' /' /' ~ ~ ~ Nov-11 DEC-11 JAN-12 FEB-12 ~L1KES Visitor Services Contact Report February 2012 Highlights from February in the Visitor Center: • Hired a new VC staff-Alissa Levanway • Currently recruiting to hire additional staff members SLO events promoted through Visitor Center: • Promoted Art After Dark • Festival Moziac Winter Mezzo • Promoted events for the Little Theater • Promoted even ts at PAC Monthly Visitor Center Interactions: February 2012 January 2012 February 2011 Visitors in center: 4,370 4,823 5, 172 Phone calls: 631 663 975 Emails: 138 117 152 Calendar of Events: Events entered into calendar this month: 128 Events in the February calendar: 117 Promotional Product Sales: Visitor Guides: 37 City Maps: 75 Promotional Product Giveaways: Total Number: 100 Visitors Guide, 150Tear Offs Maps & 150 Hike SLO Brochures Groups: SLO Fitness Expo with City of SLO Promotional Coordinating Committee ATTACHMENT 1 2012-13 Program Task Force Minutes January 31/2012 Members in Attendance: Marilyn Fidler/ Dave Cox Staff: Brigitte Elke 1.2012-13 COMMUNITY PROMOTIONS PROGRAM Staff went briefly over the 2011-12 budget proposal presented to Council and the then created expectations for a new programmatic approach. Given the information/ the task force members considered a broader approach to the program in order to establish a new and overarching mission statement and core elements of the program. The details of what will be funded each year under those categories can then be considered each fiscal cycle with the budget development. The following elements were developed for consideration by the committee: Mission: liThe mission of the Promotional Coordinating Committee is to promote San Luis Obispo/s unique lifestyle by providing financial and moral support to local groups/ nonprofit organizations and others that produce activities/ events and enhancements for the continuous enrichment of its residents and visitors.1I Stratel:Y: Exploit the benefits of our idyllic center of the central coast location/ geography and climate with focus on supporting: 1. Event/activities that will attract visitors and local patronage/ especially new/innovative concepts Events/activities produced by local non-profits (i.e. GIA) 2. Beautification projects/events/activities that restore or create new enhancements such as signage/ historical bldg./ restoration/ public area landscapes/ etc. 3. Visitor services (i.e. info access/ public transportation/ courtesy cab/jitney service) Values: • Always consider potential impact on residents when evaluating ideas for promoting tourism. .~TTACHMENT 1 • Consider eco-impact for all promotion concepts. • Consider how broad the appeal will be for any given request. Will it broaden our visitor and/or resident participation base? • Concepts to be consistent with City's goals. • Be genuinely supportive of events. Do not give support just because funds are available. Joint Events Promotion Task Force ATTACHMENT 2 Minutes Monday, January 30, 2012 -3:00 pm Council Hearing Room -City Hall DRAFT CALL TO ORDER: Chair Dean Hutton Committee Members: Conner, Fidler, LeMieux, Koper Staff Liaison: Brigitte Elke The joint-events subcommittee met to receive presentations and funding requests from four different events. All of the events were returning requests and included a debrief from Alpha on the 2011 GranFondo. After discussion of each individual presentation and request, the committee concluded with the following recommendations to the full board & committee: 1. GRANFONDO 2011-DEBRIEF & REQUEST FOR 2012 The TBID had supported this event in 2010 and 2011. Ridership decreased in 2011 due to problems with the events company hired. Another component that needed help, was the current website. The commissioners agreed that this event belongs in the purview of the TBID. Staff is to put Alpha and Level in touch to figure out what a face-lift for the website would cost. The TBID will entertain paying up to $15,000 for this effort given that it can be paid out of 2012-13 budget. 2. CENTRAL COAST CANCER CHALLENGE This bike and running event held at Laguna Lake in August has gained moment and doubled its participant count in year two. However, the commissioners felt that it will probably remain a predominantly local event. The pee member will therefor recommend supporting the event with $3,000. 3. CAL POLY OPEN HOUSE The commissioners were supportive of the request, but given the financial constraints, the TBID was not able to allocate funding to an event in this fiscal year. The TBID commissioners asked the delegates to approach the conlmittee much earlier in the fiscal year in order to get the funding sought in this request. The pee will grant $3,000 to be used for ads in SF, LA, and Sacramento and potentially in Fresno & Bakersfield. 4. SAVOR THE CENTRAL COAST / JAZZ FESTIVAL The commissioners were very much in favor of the idea to see a music oriented event happening in Mission Plaza under the Savor banner. The idea of food trucks and vintners catering during the event was also well received. However, the commissioners would like to see a certain II Farmers' Market" element integrated. Staff is to get back with the organizers to get a better idea of what kind of talent could be attracted if the sponsorship amount were to be $35,000 and how much of the overall budget this amount would represent. Base on this information, a recommendation would be evaluated. Tourism Business Improvement District Board ATTACHMENT J Regular Meeting Minutes Wednesday, February 8,2012 2:00 pm City Hall -Council Chamber CALL TO ORDER: Board Chair Tim Billing DRAFT PRESENT: Hutton, Pearce, Conner, Patel STAFF PRESENT: Michael Cod ron, Assistant City Manager April Richardson, Administration Executive Assistant PUBLIC COMMENT There was no public comment Consent Agenda ACTION: Moved by Conner/Pearce to approve the consent agenda as presented Motion carried 5:0 PRESENTATIONS 1. QUARTERLY REPORT BY CONTRACTORS Lindsey Miller presented the quarterly report for the San Luis Obispo Charnber of Commerce. She gave stats on the 24-hour kiosk which has seen a dramatic increase in the number of page views. Additions to the kiosk include an international translations page, maps, and updates to the wine and beer guide. L. Miller stated the Public Relations efforts through the Community Promotions contract included hosting the Frommer's CA Travel Guide, and a Japanese film company out of San Francisco. The Chamber is currently working on Cal Poly Open House. 2. CAL POLY PARTNERSHIP Ben Burke with Nelligan Sports gave an update on the TBID partnership with Cal Poly Athletics. Efforts include a minimum of four is-second commercials on the Spanos Stadium video board, a Shareslo.com banner on video board lower left corner, a full-page color ad in the football program (printed 6,000 for the season), a link on gopoly.com website, links on the monthly email blasts and Facebook, 6 spots per game on ESPN radio. There will be a sign at the baseball stadium and two on the women's softball field. Other assets of the contract include exclusivity, visiting team lists, and 8 season tickets to all sports. Tourism Business Improvement District Board Meeting Minutes-February 8,2012 ATIACHMENT J Page 2 Commissioner Hutton asked when they will have measurable results from the contract; B. Burke replied that he needs feedback from the Board on new customers in order to put together a report. BUSINESS ITEMS 1. TRADESHOWS 2012 Ryan Allshouse, Michael Adams, and April Richardson served as lodging representatives for the Los Angeles Travel and Adventure Show in Long Beach on January 18-19, 2012. The show was well promoted and attendance was upwards of 28,000 people over the weekend. R. Allshouse stepped in at the last moment to serve as a lodging representative, when the designated hotelier was unable to attend. The representatives distributed lip balms, coasters, travel cork screws, bags, t shirts, and registered 200 people for the monthly newsletter. R. Allshouse and M. Adams expressed concern over the ability of three representatives to handle the volume of contacts at the tradeshow and recommended that the Board ask for another delegate to attend the San Francisco Show. The Board asked staff to email hotel partners asking for another delegate for the San Francisco tradeshow. 2. SLO VISITORS & CONFERENCE BUREAU Molly Cano, Marketing Director, reported on VCB efforts for November 2011-January 2012. These included Public Relations; a report on the 5 th Annual SLO County Restaurant Month, which saw a two fold increase in visits to the landing page over last year; submission of a RFP for Ironman 2013; production of the 2012 Visitor Guide; National Travel Association convention in Las Vegas December 5-9,2011; the Vision Workshop on December 15, 2011 focusing on SLO County branding; and an airport campaign focused on increasing direct flight from SLO County Regional Airport to Denver. Upcoming efforts include working with the SLO International Film Festival, hosting a SLO County Film Scout Fam tour and attending 2012 PowWow. Stacie Jacobs, Executive Director for the VCB, presented the funding request for 2012/13 of $97,190 (.002 of taxable room rents for FY 10-11). This represents a $7,190 increase from last fiscal year. If the Board elects to pay the entire membership fee for all of the lodging properties, a 25% discount will be applied ($29,000 for 2010-11). The Commissioners had questions regarding funding partners, partial funding, and timing for the funding proposal. S. Jacobs reported that the VCB is working with Pismo Beach and the City first as they are the largest contributors; that partial funding would need to be discussed by the BOD because it would have direct programming impacts, and that a decision needs to be made by May to meet deadlines for both the City and VCs. S. Jacobs also presented the Savor the Central Coast sponsorship package for 2012, recommended at $30,000. It includes exclusive bag partnership ($24,000 for 8,000 bags; main events tickets (20 2-day passes), shuttle routes to the main event, and marketing support. Tourism Business Improvement District Board ATTACHMENT 3 Meeting Minutes-February 8,2012 Page 3 The Board asked that the Joint Events Subcommittee review the VeB requests for program funding and the Savor sponsorship at its February 27, 2012 meeting. Staff is to coordinate accordingly. 3. LEVEL STUDIOS UPDATE Ryan Allshouse, Senior Account Executive, presented the update from Level Studios. Current projects include the map/brochure which will have a Cal Poly section, trail maps, and lodging listings; the tradeshow booth backdrop which will be ready for the San Francisco Tradeshow; website updates that include the SLO International Film Festival and SLO Marathon as hero spots and new food and wine banners. Press releases have received great coverage, and a lot of interest has been generated. Level is hosting the SLO County Brand Workshop on Thursday, February 9,2012. Doug Klein presented an update on ShareSLO. Level approached this project with the goal of creating a critical mass of activity-something with lots of press and an amazing reward. The proposal is to host a contest to select a San Luis Obispo Social Ambassador-liThe Best Job in the Happiest Place in North America." Citizens will post videos of why they should be an ambassador and solicit votes to put themselves in the Top 10, from which a winner will be chosen. The winner will have a detailed job description that includes maintaining the TBID social media page; reporting as man/woman on the street; and build a user-generated community before the tenure is complete. The reward for the winner will be: $50,000, support from Level/Rosetta, VIP treatment at events, and fame. Level envisions the project rolling out in 3 phases: Phase 1: Find the ambassador-run an awe inspiring local advertising and PR blitz; build the platform; Phase 2: Be everywhere-produce a lot of content (need to shoot video and produce content), create a following; Phase 3: Work yourself out of a job: make user-generated content and motivate hotels to regularly generate content, inspire locals to talk about what they find fascinating, help define what ShareSLO 2.0 is going to be. While the agency does not anticipate having difficulty finding a perfect candidate, the plan will be scalable and adaptable. Level recommends beginning the program before Cal Poly enters its summer recess. R. Allshouse suggested that the program begin in 2011/12 fiscal year and be budgeted into 2012/13. The Commissioners commented that this was an awesome idea and so /lout of the box" that it will work brilliantly. Commissioner Pearce recommended using next year's print advertising budget for this program. 4. TASK FORCE ASSIGNMENT TO EVALUATE STAFFING NEEDS M. Codron made a presentation to the Board regarding the necessity of forming a Task Force to evaluate staffing needs for the future. Brigitte Elke currently serves as the Board liaison and her background has allowed Brigitte to move easily between her role as Principal Administrative Analyst and community promotions advocate. However, this situation was proving unsustainable, especially in light of the staff workload assigned by the Board. M. Codron suggested that both he and Brigitte be included in the Task Force. Tourism Business Improvement District Board ATTACHMENi 3 Meeting Minutes-February 8,2012 Page 4 ACTION: Moved by Conner/Patel to form a task force, staffed by John Conner and Nipool Patel, to evaluate the future staffing needs of the Board. Motion carried 5:0 5. EVENT SHUTTLES AND TROLLEY SERVICE The Board discussed the logistical and financial obstacles of this program. They agreed with Recommendation 2 from the Commencement Shuttle Service Task Force. Commissioner Hutton commented that this program did not fit the parameters of the TBID, but might be a program the PCC would like to fund. ACTION: Moved by Hutton/Pearce to not commission the service for 2012 and revisit the program during the budget discussion to allocate the funding necessary. Motion carried 5:0 6. EVENTS PROMOTION The Board discussed the four events on which the Joint Events Promotion Task Force made funding recommendations: Concours D'Elegance, Remnants of the Past, Mud Mash 2012 and the SLO Jazz Festival. ACTION: Moved by Hutton/Patel to provide the following support: up to $20,000 for Concours D'Elegance contingent on the funding recommendation from the PCC; $20,000 for Remnants of the Past; $0 for Mud Mash 2012; and the possibility of providing financial support to the SLO Jazz festival if it is integrated into Savor the Central Coast. Motion carried 4:0 (C. Pearce abstained) 7. TBID BOARD MEETING TIME The Board discussed moving the regular meeting time to the morning. ACTION: Moved by Pearce/Conner to move the meeting time to 10:00 a.m. on the second Wednesday of the month. Motion carried 5:0 COMMUNICATION 1. HOTELIER UPDATE Chair T. Billing suggested that the Board work with IWMA to get information out to hoteliers on Green Initiatives and Federal compliance with ADA. He wanted to know if there is a resource in the City that can or provide information about ADA evaluations and compliance for the hoteliers. M. Codron commented that the availability of City staff to consult is based on workload and that the Community Development Director would have to approve the use of resources. M. Cod ron will follow up with the Derek Johnson, Community Development Director, to schedule a workshop. Meeting adjourned at 4:30 pm