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Home My WebLink About05-09-2012 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, May 9, 2012 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) Improve the quality of life available to all residents of and visitors to San Luis Obispo and (2) Promote, in a manner consistent with long-range community goals, the development of San Luis Obispo as a regional and tourist center. CALL TO ORDER PUBLIC COMMENT: Each speaker is limited to three minutes of public comment ICONSENT ITEMS C.1 Minutes of the Meeting of April 11, 2012 C.2 TOT Report C.3 Community Promotions Budget Report C.s Public Relations Report C.6 Events Promotion Report C.7 Visitors Center Report Any writings or documents provided to a majority of the Promotional Coordinating Committee regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. ---_...-----------.-_...._- Promotional Coordination Committee I BUSINESS ITEMS 1. GRANTS-IN-AID -PRELIMINARY RECOMMENDATION 30 min The Grants-in-Aid Subcommittee will present its preliminary recommendations (Attachment 1). Based on those findings, the comnlittee will form its recommendation to the Council. This recommendation will be presented to the applicants in a special meeting of the PCC on May 23, 2012 at 5 pm. 2. EVENTS PROMOTION 5 min The PCC's joint events subcommittee members will report on the events presentations received on April 30, 2012 and present funding recommendations. 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. I PCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. TBID BOARD REPORT -Attachment 2 -TBID April Minutes & "Savor the Central Coast" Press Release. I PCC COMMUNICAnONS At this time Committee members make announcements, report on activities, refer to staff issues for study and report back to the Committee at a subsequent meeting. ADJOURN. -----_.~-_._-------.._-.. _.....-._-----_.._------_ .._-_..-....- Promotional Coordinating Committee Meeting Minutes Wednesday, April 11, 2012 5:30pm City Hall -Council Hearing Room DRAFTCALL TO ORDER: Vice Chair Jill LeMieux PRESENT: Fidler, Palazzo, Cox, Pearce, Yukelson STAFF PRESENT: Brigitte Elke, Principal Admin Analyst PUBLIC COMMENT There was no public comment APPOINTMENTS: Incoming board member Ron Yukelson and re-appointed member Marilyn Fidler took their oath of office. Ron Yukelson and Clint Pearce, new TBID representative on the committee, gave a short introduction. CONSENT AGENDA ACTION: Moved by Cox/Pearce to approve the consent agenda as presented. Motion carried 6:0 PRESENTATIONS 1. CONTRACTOR REPORTS Lindsey Miller, Marketing Director for the Chamber of Commerce, reported on the past quarter efforts including events promotion. She explained the idea behind the support given to GIA recipients. She presented the new format of the quarterly event flyer that is sent to hotels, several restaurants, and museums. Promotional Coordinating Committee 1\1inutes April 11, 2012 Page 2 BUSINESS ITEMS 1. BUDGET & COMMUNITY PROMOTIONS PROGRAM 2012-13 Vice-Chair LeMieux introduced the agenda item and discussion to date. Three components were presented and discussed in detail. 1. Directional Wayfinding Staff gave an overview on the status of the project. The current construction project has an available budget of $100,000. The request for proposal scheduled to be released in June will include the required font test material. Commissioners asked whether the TBID would consider allocating funding. 2. Tourism Services -Chamber of Commerce Ermina Karim, the Chamber's President and CEO, presented the recommended program options that were prepared in consideration of building on the special relationship the Chamber has with the Pce. The presentation included: the visitors' center and the pending retrofit that allows for tenant improvements to the building and working space. The Charrlber would like to develop the center into a concierge location with enhanced levels of service to meet the needs of all types of tourists. However, for 2012-13, the funding request would remain at $76,500. the Events Promotion and Reactive Public Relations contract with a proposal for proactive PR to share the City's story on an ongoing basis. MySLO hospitality program that was originally paid for by the TBID, but has since grown to educate front line staff of a multitude of industries connected to the visitors' experience. It is larger than just hotels. New projects which included: o Free and simple map of the city o Promotional concepts such as HikeSLO, BikeSLO, WalkSLO, KidSLO, DrinkSLO to highlight multitude of activities the area offers. o Free City greeting postcards -including postage The commissioners commented on print products over electronic means, QR code inclusion and possible versions in Spanish. Lindsey Miller commented that the website and visitors kiosk include Spanish translations, but print products are usually produced in English only. 3. Community Promotion Staffing Claire Clark, the City's Economic Development Manager, provided the overview of the topic and why the two advisory bodies were approached with it. Katie Lichtig, City Manager, further addressed why the current staffing model is not sustainable in light of a growing and changing program. Promotional Coordinating Committee l\1inlltes April 11,2012 Page 3 The commissioners commented that this was in important step for the City and its economic development efforts. They felt that the proposed approach will give the flexibility needed to address individual con1mittee needs while supporting an important City goal. ACTION: Moved by Cox/Yukelson to approve the position and financial contribution from the Community Promotion's program in concept and as presented. Motion carried 6:0 Commissioners J. LeMieux and M. Fidler asked to partake in the task force that will develop the job requirements and description. 2. SLO HAPPENINGS Ashley Ackers, Vice President with Verdin, reported on the SLO Happenings program and summarized the components of the campaign which entail the print product, social media, and advertising campaign. She provided metrics on the social media component and the growth experienced on the sites. She presented new cover options for the second installment of the brochure. The committee favored the picture with the runners and the mock-up in May will be based on that color scheme. Ashley then presented a proposal for the possible evolution of the brochure beyond this year's contract. The agency was hoping to start a quarterly brochure as many events were left out due to timing issues with a print product. Keeping it to 16 pages would allow for the inclusion of a calendar for people to track events month by month. She mentioned the collaboration efforts with Parks & Recreation to possibly integrate the department's activity guide. The commissioners appreciated this collaboration effort to produce a better, more cost-effective, and all inclusive product. Given the vast amount of information received, the comn1issioners decided to postpone further discussion to the May meeting after they had time to review the material to provide follow-up questions and comments. COMMITTEE COMMUNICATION TBID Liaison C. Pearce reported that the TBID Board started its program discussion and decided to exercise the last contract extension with the current marketing contractor. The TBID's budget task force was asked to convene and discuss program components and funding elements. Meeting adjourned at 7:57 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 9.1% 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 $ -0.0% May $ 364,537 $ 395,019 $ 426,120 $ 435,516 $ 393,431 $ 372,997 $ 433,874 $ -0.0% June $ 429,718 $ 468,147 $ 490,498 $ 513,631 $ 456,098 $ 490,326 $ 512,543 $ -0.0% $ 4,079,887 $ 4,545,539 $ 4,788,910 $ 5,064,103 $ 4,720,046 $ 4,478,481 $ 4,859,400 $ 3,747,919 9.7% 117.5212638 ._--_..._.... . ---.._--_._------------_._-.-...__. ...__._ Community Promotions Budget 2011-12 Budget 2011-12 Amount Budget $ $ 411,500 411,500Total Budget Expenditure Expenditure Committed Expended Contractor Direction Signage $ 50,000 $ 50,000 City Public Works Grants-in-Aid $ 100,000 $ 98,155 City Administration Visitors Center $ 76,500 $ 57,375 Chamber of Commerce Events Promo/PR $ 40,000 $ 29,997 Chamber of Commerce Events Brochure $ 64,000 $ 31,671 Verdin Events Promotion $ 50,000 $ 28,500 City Administration Support Cost $ 2,500 $ 100 Total $ 383,000 $ 295,698 ~Remaining Balance $ 28,500.00 I -----,"_ _._-.. Community Promotions Budget 2012-13 Budget 2012-13 Amount Potential Carryover $ $ $ - 386,500 386,500 Budget Total Budget Expenditure Expenditure Committed Expended Contractor Direction Signage Grants-in-Aid $ 100,000 City Administration Visitors Center $ 76,500 Chamber of Commerce Events Promo/PR Events Brochure Events Promotion Support Cost $ 2,500 Tourism Manager $ 14,000 Total $ 193,000 $ - IRemaining Balance $ 193,500.00 I I San Luis Obispo " Chamber of Commerce Report to City of SLO-PCC Committee In-County Public Relations & Event Promotions Contract April 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 and Historic Concert Series Working on creating next monthly events sheet. Working on public relations campaign around promoting San Luis Obispo in the Rand McNally and USA Today 'Best of the Road' competition for SLO to be named the'friendliest town in America'. 2-Respond to media requests that Contract receives seeking information about the City of San Luis Obispo Sent photos and provided information for an article and promotion that will be part of American Express Travel in conjunction with Travel & Leisure Magazine for their 'Weekend Getaways' section called 'Exploring San Luis Obispo'. The segment is slated to come out in mid/late May. 3-Continue to represent "San Luis Obispo Tourism" at two events a year-Cal Poly Homecoming and Cal Poly Open House Participated in Cal Poly's Open House events both Friday & Saturday. Friday distribute Visitor Guides and TBID's bags to participants on campus as part of the main Open House booth. Saturday-set-up full visitor booth on campus with SLO information including visitor guides, wine info, event info, maps, hiking info, Hearst Castle and much more. 1000 +-------- 500 +----- 0 ......"""""""......,.·..,',· verdin* Events Brochure Report -April Brochure We have gathered event information for all the events we could find full details for and created a first draft of the July-December events brochure. We have worked collaboratively with Parks and Recreation to ensure that all their events are listed correctly and all other city events have received proper permits from their office. You will receive a copy via email, and all changes need to be emailed to Ashlee by May 25 th . Advertising Our advertising campaign continued through the month of April and received the below results: Media outlet Impressions Clicks Click thru rate SanLuisObispo.com TBD TBD TBD VisitSLO.com TBD TBD TBD Facebook 76,031 1,111 0.33%) *Online advertising has a national average click thru rate of 0.02% SLO Chamber Kiosk Total pageviews: 3951 Event section views: 230 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 274 additional "Likes" during the month of April, and our average weekly reach was 19,007, which is the number of unique people who saw any content from our page. FACE BOOK ACTIYITY 1500 ,.-------------, Nay· DEC· JANFEB· MAR· APR 11 11 12 12 12 12 ~LJKES .~ San Luis O~isp() C,harnber nt' C_ornrnerce Visitor Services Contact Report April 2012 Highlights from April in the Visitor Center: • A very, very busy Spring Break! • Working on a little facelift to the look of the Visitor Center • Participated wi a booth @ Cal Poly Open House, busy weekend in the VC during Open House as well SLO events promoted through Visitor Center: • SLO Marathon, very busy weekend with hotel bookings • all Easter Egg Hunt locations in SLO • Children's Day in the Plaza • Monday Club's Architectural Tour-sold tickets in VC • Cal Poly Gender Equity Center's Take Back the Night • Downtown Thursday Night Farmers Market -lots of rainy day questions Monthly Visitor Center Interactions: April 2012 March 2012 April 2011 Visitors in center: 6,061 5,384 5,131 Phone calls: 985 818 855 Emails: 203 165 193 Calendar of Events: Events entered into calendar this month: 56 Events in the April calendar: 153 Promotional Product Sales: Visitor Guides: 119 City Maps: 29 Promotional Product Giveaways: 100 VG to Cal Poly College of Business 200+ VG to Cal Poly Alumni 800 VGs distributed at Open House as well as over 200 TBID Savor bags, wine openers and other SLO materials PCC Grants in Aid ATTACHMENT 12012-13 Table of Contents i····....... i. > Or'2anization i EvenUs) EventUates 2009·10 Grant i~lt>i i2011.12 Grant 201.2 ... 13 Grant Request7.0' m ::.." ..1' 1 Ballet Theatre 2012-13 Season ongoing na $6,750 $4,850 $4,950 11/4/12 & 2 Canzona Women's Ensemble Various Concerts 3/17/13 na na na $3,000 Dec. 8-9, 2012 & 3 Central Coast Children's Choir Annual Concerts May 18-19,2013 na $1,000 na $1,500 I Madonnari Italian Street 4 Children's Creative Project Painting Festival Sept. 8-9, 2012 $6,000 $2,200 $1,500 $7,500 5 Civic Ballet Nutcracker Ballet Dec. 7-9, 2012 na na na $7,500 City to the Sea Half Marathon, 3 Cuesta College 5K & Kids Fun Oct. 14, 2012 $2,500 applied $3,000 $3,000 Central Coast Writers' 7 Cuesta College Community Programs Conference Sept. 17-30, 2012 $2,000 $1,000 $2,500 $2,500 Central Coast Bioneers October 18-21, l Ecologistics, Inc. Conference 2012 na $6,490 $9,050 $9,825 WinterMezzo Nov. 2-4, 2012 & l Festival Mozaic Series Mar. 1-3, 2013 $10,000 $5,000 $6,950 $10,000 0 Foundation for the Performing Arts Center Bravo SLO 2012 10/28/2012 na $3,750 $5,150 $5,600 Friends of San Luis Obispo Botanical 1 Garden 2013 Art Eco 3/15-5/24 na na na $7,500 GALA-Gay & Lesbian Alliance of the Central Coast 2 Central Coast Pride Week July 5-8, 2012 na na $3,000 $4,500 3 History Center of San Luis Obispo County Exhibit Opening Event Spring 2013 na na na $5,800 ~ Jewish Community Center of San Luis Obispo Jewish Film Festival Jan. 19-20, 2013 na $1,871 $3,600 $3,602 Arch itectu ra I i Monday Club, The Tour April 28, 2013 $1,400 $934 $630 $1,350 ) San Luis Obispo Blues Society Concerts ongoing $2,500 $1,667 na $1,425 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Committee DeCision 4,950.00 3,000.00 1,500.00 750.00 5,000.00 2,000.00 2,000.00 - 4,000.00 5,600.00 7,500.00 2,000.00 4,800.00 3,600.00 - 800.00 Comments Recommended as presented. 3rd year full funding -starting sustanability in 2013-14 Media Plan approved at $1,975. Suggestion to move towards more audio/video tools for advertising. Full funding recommended. Suggestion to use visual media, social media / less print Last year funding. Suggestions to re-evaluate marketing plan as such elaborate outreach not needed. Look toward collaboration with Downtown Association & hotel promotion. Recommend funding for media plan with exception of Santa Maria. Suggestion to increase visual media. Funding toward media plan. 2013-14 will mark the last year of funding eligibility. Income budget must show income from entry fees. Funding recommended toward media plan. 2013-14 will mark the last year of funding eligibility. no funding recommended as the event is profitable already. Funding toward in-county media recommended. The committee found the write-up confusing as to Summer festival vs. WinterMezzo and does not see the draw of out-of county visitors in significant numbers. Suggests use YouTube and other social media channels. Fund'lng recommended as presented / 3rd year full funding. Sustainability track beginning 2013-14. 1st yearfunding. Recommended as requested. Funding recommended toward media plan. Considered 2nd year of stustainability track. 2013-14 last year of possible funding. Recommend full funding of media plan. Compensation of Demonstrations was not deem a permissible expense. Funding recommended as presented / 3rd year full funding. Sustainability track beginning 2013-14. termed out Last yearfunding recommended toward cost of newsletter Committee recommends that organization look toward electronic newsletters and social media efforts. p.1 PCC Grants in Aid ATTACHMENT 12012-13 Table of Contents ./··Otaartization ·./i .. i..............(Ii PUA~tt<il ( •... PV~,J~~;~., } ..... ./ .·/i ...·i(·· / 1/ 2009-10 Grant 2010~n Grant ........ .... //(i··./ ···/U;···JL/ 2011-12 Grarlt i _,.,~_ ...3 Request ·•... r ··//((/1[1 ••• UC ..."IU...•••••• Comments 17 San Luis Obispo County Band Historical Concert Series ongoing $1,700 $820 $2,350 $2,060 $ 2,060.00 Funding recommended as submitted / 2nd year full funding. 18 San Luis Obispo Downtown ASSOCiation Special Events at Santa's House 11/23/12 12/24/12 $5,000 $1,334 na $5,000 $ 5,000.00 Funding recommended as submitted. 19 20 San Luis Obispo International Film Festival (incomplete application) San Luis Obispo Little Theatre 2013 Festival vveU~ILe Ot. ticketing system revamp March 6-10, 2013 ongoing na applied na applied na $12,000 $4,500 $ $ disqualified due to incomplete application Expenditure is not permissible under grant criteria. 21 San Luis Obispo Museum of Art Plein Air Festival 9/30/12-10/7/12 $9,500 $4,000 $5,150 $8,000 $ 2,000.00 Funding recommended for media plan elements. Committee suggests the use of visual media, social media and less print. 22 San Luis Obispo Poetry Festival 29th Annual Poetry Festival 11/1/2012 $1,600 $1,067 $545 $3,000 $ termed out 23 San Luis Obispo Soccer Club Summer Classic Tournament Aug4-5 & 11-12, 2012 na na na $9,570 $ 4,000.00 Funding recommended for online & social media efforts. Though a first year request, the committee did not see the need for full financial support due to large net income. 24 San Luis Obispo Symphony California Mission Tour 2013 Jan. 12-13, 2013 na $3,400 $4,450 $10,000 $ 10,000.00 Funding recommended as submitted. 25 Vocal Arts Ensemble Concert Series ongoing na $3,000 na $10,500 $ 6,000.00 Funding recommended for media plan only. Committee suggests the use of more audio and online media. " : $ 76,560.00 p. 2 Tourism Business Improvement District Board Regular Meeting Minutes Wednesday, April 11, 2012 10:00am City Hall -Council Chamber CALL TO ORDER: Board Chair Clint Pearce DRAFT PRESENT: Conner, Koper, Patel, Billing, Ridgway STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment. APPOINTMENT Incoming board menlber Lindsey Ridgway took her oath of office. Consent Agenda ACTION: Moved by Conner IPatel to approve the consent agenda as presented Motion carried 6:0 BUSINESS ITEMS 1. EVENTS PROMOTION -NATURE CORPS Staff and Nature Corps Executive Director Mark Landon presented the proposal as developed by the subcommittee. The recommendation considered four different price levels in order to include all 37 hotel properties in the program. ACTION: Moved by RidgewayjBiIling to support program as presented. Motion carried 6:0 2. TBID STAFFING Task Force member J. Conner presented the findings of the task force which was staffed by John Conner, Nipool Patel, and Pragna Patel. He went over the evaluation process which resulted in the following recommendation before the board: Hire an employee dedicated fully to tourism and community promotions. Tourism Business Improvement District Board Meeting Minutes-April 11,2012 .:JTACHMENT 2 Page 2 Job Title: Tourism Manager Program: Economic Development Position: Full-time, contract employee / entry-level management Recruitment Date: July 2012 Hire Date: September 2012 He also mentioned that the amount currently paid from the TBID fund to the City for administration of the TBID fund would be lowered from four to two percent. The City's Promotional Coordinating Committee (PCC) would also review the recommendation and decide on the contribution level as the program administered by the PCC would also be staffed by the new employee. Staff had estimated that the work load distribution was approximately 75 percent TBID and 25 percent Pce. ACTION: Moved by Conner IPatel to fund the position as presented and seek participation from the PCC up to 25 percent. Motion carried 6:0 Staff was asked to schedule a meeting of the staffing task force to finalize job requirements and description in collaboration with the City's Human Resources Department. 3. MARKETING STRATEGY 2012-13 The chair introduced the intent of the business item. Many of the contracts the TBID commissioned will end on June 30,2012. Now in its fourth year, the program has evolved and many components have been added. The chair wanted to afford the board the opportunity for in-depth discussion on the future of the program. The resulting discussion concentrated on the contract with Level Studios. The contract is in its first extension and can be renewed once more for two years. Staff clarified that in June 2014, a request for proposal will have to go out as no more extension will be available. Pragna Patel, City hotelier, strongly encouraged the board to release a RFP in 2012 to review available options. She strongly objected a recommendation to exercise the second extension possible under the current contract. After discussion, the commissioners concluded that they wanted to continue the momentum gained under the current marketing strategy. The commissioners advised the budget task force to work with the contractor on the monetary allocation and the workscope for 2012-13 which should include the ShareSLO strategy. ACTION: Moved by Conner IKoper to extend the contract with Level Studios/Rosetta for two years with amount to be recommended by budget task force. Motion carried 6:0 -,,------,,-------- Tourism Business Improvement District Board Meeting Minutes-April 11, 2012 ~TI~CHMENI2 Page 3 COMMUNICATION 1. HOTELIER UPDATE Board chair C. Pearce reported on contact with several hoteliers with positive feedback on the TBID's efforts. The new Hampton Inn is scheduled to open on May 17, 2012 according to the latest status update. Staff reported on discussions with the Chamber of Commerce to possibly sell the "Happy" t-shirts at the Visitors Center. The board was amenable to the idea and asked staff to place the itenl on the May agenda. Visitors & Conference Bureau -Board liaison C. Pearce gave an update on the Ironman efforts, mentioned the State awards the Bureau received, and the branding efforts currently underway in collaboration with Level Studios. Meeting adjourned at 11:15 a.m. ---------_._-------_..-----_._ _.. _ _ -._-.---_._--_._---------_._---------_..•._- ATIACHMEN12 FOR IMMEDIATE RELEASE: May 1,2012 Media Contact: Jeanne Sullivan, Black Ink PR, 650-215-8156, Jeanne@BlacklnkPr.com Margot Black, Black Ink PR, (323) 993 7171, Margot@BlacklnkPr.com Tickets for West Coast's "Must Taste" Wine and Food Event of the Year Go on Sale Today with Huge Savings for Early Buyers: Get a Sunset SAVOR the Central Coast 2012 Weekend Pass for Just $100 (50% Off) (San Luis Obispo County, CA) -Look out New York, Aspen and South Beach. Sunset SAVOR the Central Coast is about to take the crown as the wine and food event of the year. And rig htly so. Located midway between San Francisco and Los Angeles, SAVOR the Central Coast takes place Sept. 27-30, 2012 at the renowned Santa Margarita Ranch in San Luis Obispo County. Home to the celebrated Paso Robles wine country and one of the most abundant agricultural counties in California, no other wine and food event provides foodies with such a rich culinary immersion adventure. Whether they're just emerging into the world of wine and food, or well-traveled gastronomes, they'll find accessible, engaging programming that inspires them to dive in deeper all for just $100 (50% off) if they buy their weekend passes this month. "When we created Sunset SAVOR the Central Coast nearly three years ago, we knew we had an opportunity to create the wine and food event of the year not only in California but also the West Coast," said Stacie Jacob, executive director of the San Luis Obispo County Visitors and Conference Bureau (SLOCVCB). "We were surprised that given California's status as the leading wine and food destination in the U.S, there wasn't really a signature state event like this for culinary travelers. There are many great wine and food festivals in California and the West Coast, but nothing like ours with programming that rivals the leading culinary events in the nation. We are growing by leaps and bounds, and some events do sell out, so the best bet is to get your tickets now and take advantage of this short-term deal." Organized by the San Luis Obispo County Visitors and Conference Bureau and Sunset, the premier guide to life in the West, the event, which grew an astounding 20 percent in its second year (nearly 9,000 visitors), is expected to grow more this year with enhanced programming and great hotel deals and destination activity packages that add more value and spice to an extended culinary journey. 811 EI Capitan Way, Suite 200 San Luis Obispo, CA 93401 Phone: 805-541-8000 Fax 805-543-9498 www.SAVORcentralcoast.com ----------~.._.._._.._-.._-_._. ATTACHMENT 2 Timed to coincide with California Wine Month, the third annual Sunset SAVOR the Central Coast will offer four days of delicious events featuring more than 38 local chefs, 200 wineries and a variety of opportunities to learn the latest California lifestyle trends from Sunset experts in all things food and wine, home decor and gardening.. Unlike other major culinary events across the U.S., SAVOR offers access across San Luis Obispo County to eye-popping locations and the friendly, innovative people and places making the food and wine people love. "From passionate foodies to people who just want to experience the best of the Central California Coast lifestyle, SAVOR offers four days of unforgettable culinary experiences in a setting where you can personally connect to the wine and food, whether it's through cooking demonstrations with celebrity chefs using fresh local ingredients or winemaking programs with regional winemakers," said Barb Newton, president, Sunset Publishing. uYou can also rub elbows with Sunset's top editors and favorite experts, and be the first to taste the medal-winning wines of Sunset's International Wine Competition while savoring spectacular places like Hearst Castle, unspoiled nature trails and even an evening reception lit only by the stars and glowing hot air balloons. Sunset SAVOR the Central Coast is one of the most exciting and accessible wine and food events around." Favorites Return Back by popular demand, the magical evening at Hearst Castle returns in 2012 on opening night with limited tickets Oust $125), letting guests step back in time and celebrate glamorously with fellow foodies and the ghosts of William Randolph Hearst and ~lis famous Hollywood guests such as Charlie Chaplin, Clark Gable and Greta Garbo. And it's all for a good cause, benefiting the Friends of Hearst Castle, a 501 (c)(3) nonprofit cooperating association affiliated with Hearst San Simeon State Historical Monument®, and the San Luis Obispo Coast District of California State Parks, supports preservation and interpretation of Hearst Castle, including its art, artifacts, architecture and grounds through membership, education, outreach and special events; enhancing understanding and appreciation, and thereby enriching the visitor experience. Returning guests will be happy to know they can still enjoy the Main Event at Santa Margarita Ranch featuring guest chefs, winemakers, farmers, artisan food purveyors and enjoy the sounds of local bands in the Estrada Gardens. Other returning features include: • Hotel weekend packages, giving guests an irresistible chance to stay longer at a lower rate and enjoy everything from wine tasting to outdoor recreation along the soul-stirring coastline. Check out the latest offers at www.savorcentralcoast.com • Learn about the best and brightest wines from California and around the globe at Sunset's Grand Tasting with a sneak peek at medal-winning wines in Pismo Beach. • Adventure Tours taking place across the county. New This Year • Expanded adventure tours Oust $65) • New Sunset at Home Section -opportunity to shop at SAVOR, where you can purchase everything from locally specialty, hand-crafted products and Sunset featured products. • Larnb Jam Finale at SAVOR, featuring an amazing array of fresh regional lamb dishes, paired with diverse area wines. 811 EI Capitan Way, Suite 200-San Luis Obispo, CA 93401 Phone: 805-541-8000-Fax 805-543-9498 www.SAVORcentralcoast.com ATTACHMENT 2 • Paso Glow at Windfall Farms, a goosebumps-inducing, romantic evening reception where guests are surrounded by floating, glowing hot air balloons. Guests will enjoy an event giving the feel of the Kentucky Derby meets Paso chic at this renowned horse ranch. • Also new this year are special exhibits such as how to live like a Californian by creating a backyard farm. Other new features include the opportunity to interact with luminaries from guest wine regions, convenient SAVOR paperless tickets using Eventbrite and SAVOR's new Mobile Ready Website, featuring continuous updates for those seeking instant information. For more information or to purchase your tickets, watch for key updates at www.SAVORcentralcoast.com. Many thanks to our national and regional sponsors who have helped make Sunset SAVOR the Central Coast an ever-growing success: National Sponsors: • Infiniti • Mandalay Bay • Vons Regional Sponsors: • American Lamb Board • City of San Luis Obispo • Farm Credit West • Friends of Hearst Castle • Harris Ranch Beef Company • Idaho Wine Commission • Martin Resorts • Morro Bay Lodging and Tourism Alliance • Paso Robles Wine Country Alliance • Pismo Beach Conference & Visitors Bureau • Travel Paso Robles Alliance • Wine Coast Country About the San Luis Obispo County Visitors & Conference Bureau The San Luis Obispo County Visitors & Conference Bureau promotes San Luis Obispo County through advertising, marketing, public relations and group sales. Its membership base is comprised of over 500 tourism industry-related businesses including lodging properties, restaurants, wineries, golf courses and retail stores. Sunset SAVOR the Central Coast is produced and managed by the Bureau. For more information on the VCB, please visit www.SanLuisObispoCounty.com. About Sunset Sunset magazine was founded in 1898 and has become the premier guide to life in the West, covering the newest and best ideas in Western home design and garden, food and entertaining, and regional travel in 13 Western states. It is published in five zoned monthly editions--Pacific Northwest, Northern California, Southern California, Southwest and Mountain--showcasing the region's unique lifestyle and noteworthy destinations and inspiring its nearly five million readers to achieve the dream of living in the West. The magazine is also available on all tablets. Sunset is part of the Lifestyle group of magazines and websites published by Time Inc. www.sunset.con1 ### 811 EI Capitan Way, Suite 200-San Luis Obispo, CA 93401 Phone: 805-541-8000-Fax 805-543-9498 www.SAVORcentralcoast.com