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Home My WebLink About08-08-2012 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, August 8, 2012 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Goals of the CIty of San LUIs ObISpo PromotlOnal Coordm<ltJng CommIttee are to (1) Improve the quahty 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 ICONSENT ITEMS C1 Minutes of the Meeting of July 11, 2012 C2 TOT Report C3 Community Promotions Budget Report C4 Public Relations Report C.S Grants-in-Aid Support Report C6 Visitors Center Report C7 Events Brochure -Campaign 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 pee when necessary regarding contract fulfillment. 1. CONCOURS D'ELEGANCE DEBRIEF 15 min Members from Hospice of San Luis Obispo County will provide a recap of the 2012 Concours D'Elegance. IBUSINESS ITEMS 1. CITY TEAR-OFF MAPS 30 min The Chamber of Commerce will make a proposal regarding the production of the maps due to the move of the Visitors Center. 2.2012-13 CONTRACTS 20 min The committee will review the marketing subcommittee's recommendation for the 2012-13 contract workscopes. 3. CITY EMBLEM, STYLE GUIDE & IDENTIFICATION STANDARDS MANUAL The committee will discuss the possibility of a project to implement the new City emblem as the City's logo and the commissioning of a comprehensive style guide. 4. EVENTS & ACTIVITIES SUPPORT 20 min The committee will discuss the new approach to the events & activities support element. PCC LIAISON REPORTS & COMMITTEE COMMUNICATION 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. 1. GIA UPDATE -LIAISON REPORT The committee will discuss the liaison assignments and reiterate the expectations from each individual committee member as it pertains to GIA recipients. 2. TBID BOARD REPORT -Attachment 1-TBID Minutes ADJOURN. POSTING STATEMENT: I, Brigitte Elke, Principal Administrative Analyst, do hereby certify that on August 3, 2012, by 5 :00 p.m., a true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet access to agendas and related material is available at www.slocity.org. Promotional Coordinating Committee Meeting Minutes Wednesday, July 11, 2012 5:30 pm City Hall -Council Hearing Room DRAFTCALL TO ORDER: Chair Marco Rizzo PRESENT: Fidler, Cox, Pearce, Yukelson, Pearce, Palazzo STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst Claire Clark, Economic Development Manager PUBLIC COMMENT There was no public comment. CONSENT AGENDA ACTION: Moved by Pearce/Fidler to approve the consent agenda as presented. Motion carried 6:0 Commissioner Palazzo arrived after the approval of the consent agenda. PRESENTATIONS 1. ECONOMIC DEVELOPMENT STRATEGIC PLAN Assistant City Manager Michael Codron and Economic Development Manager Claire Clark presented the status of the economic development strategic plan. The effort to develop such a plan was part of the economic development major city goal as defined in the 2011-13 financial plan. M. Codron presented the process to date and the various industries that participated. Four key strategies resulted from the process: 1. Break down barriers to job creation (process, fees, key sites, infrastructures) 2. Actively support knowledge & innovation (entrepreneurship, broadband) 3. Promote the SLO Life to enhance business opportunities 4. Build on existing efforts with regional partners The plan has not been finalized and the commissioners were invited to send input to either C. Clark or M. Codron by email. On August 7,2012 the draft plan will be presented to the City Council. Commissioner Filder inquired as to who will monitor the implementation. M. Codron pointed to the developed matrix which included deadlines. Actual implementation will be ongoing as budget will be allocated through the City's two-year financial plan process. 2. CONTRACTOR PRESENTATIONS Ermina Karim, CEO of the Chamber of Commerce, announced the move of the Chamber offices and the Visitors Center to the new location at 895 Monterey Street in early 2013. The Chamber staff is in Promotional Coordinating Committee Minutes Page 2 the midst of researching other visitor centers to develop a new vision and they will bring the results to the committee later in the year. Lindsey Miller, the Chamber's Marketing Director, presented the 2011-12 contract report including Visitor Center data, PR and events promotion achievements, as well as information on the contracts under the TBID including the 24/7 outdoor kiosk and MySanLuisObispo training program. Ashlee Ackers introduced Meghan Mastache who will attend to the events promotion contract while she was on maternity leave later this year. She then provided a recap of the 2012 events promotion campaign to date. She reiterated the program objectives and how the campaign matched up. The report detailed the advertising and social media campaigns that will run through December 2012. BUSINESS ITEMS 1.2012-13 CONTRACTS Staff reported that the City Council at its July 10, 2012, meeting approved the 2012-13 Community Promotions program as presented. In order to enter into the contractual obligations, the committee now needed to develop the sole source recommendation and the workscope for each individual contract. ACTION: Moved by Cox/Pearce to move all contracts for 2012-13 to the marketing subcommittee for initial review and workscope development in collaboration with the Chamber of Commerce. Motion carried 7:0 2. EVENTS PROMOTION Staff summarized the events promotion budget considered at the June regular committee meeting, the recommendations made and the request from the TEDx organizers. Jennifer Prentice with TEDx confirmed the partnership with Sunset's Savor the Central Coast and reported that 15 speakers were signed. ACTION: Moved by Pearce/LeMieux to provide $2,500 in promotional support to the inaugural TEDx event scheduled for September 28,2012. Motion carried 6:1 Commissioner Cox requested to receive a report after the event. 3. TOURISM MANAGER -ORAL BOARD Staff reported on the status of the Tourism Manager position and the hiring process. The committee was asked to assign two to three commissioners who were interested in partaking in the interview process. Commissioners Fidler, LeMieux, and Pearce volunteered their time. COMMITTEE COMMUNICATION GIA Update: Commissioner Pearce reported that he had contacted his assigned GIA liaisons. TBID Report: Commissioner Pearce reported that J. Conner was leaving the board. The board approved funding for Remnants of the Past's October show. He also reported that the TBID marketing agency did not spend its entire budget in 2011-12 which allowed the board to reallocate Promotional Coordinating Committee Minutes Page 3 ._--_ __ __._----------_.._ _---_._.._---~ _.__.-_.-._-,-_ --.,.-.'_..,--------,..".".,,---- the funding to events promotion. The TBID board had assigned commissioners Hutton and Patel to the interview process. The Granada hotel will open within the next couple of months bringing the TBID membership to 39. Meeting adjourned at 7:07 pm Community Promotions Budget 2012-13 Budget 2012-13 Amount Budget S $ 386,500 386,500Total Budget Expenditure Expenditure Grants-in-Aid Program Events & Activities Visitors Center PR Contract Downtown Maps Beautification Support Cost Total Committed S 125,000 S 80,000 S 76,500 S 55,000 S 7,500 S 25,000 S 17,500 $ 386,500 Contracts Other Expenditures Available Balance Contractor S 25,000 S 86,385 S 13,615 City Administration S 30,000 S 80,000 City Administration S 76,500 S -S -Chamber of Commerce S 55,000 S - S 7,500 Chamber of Commerce S 25,000 S 17,500 City Administration $ 156,500 $ 116,385 $ 143,615 IRemaining Balance $-I San Luis Obispo " Chamber of Comnlerce • Report to City of SLO-PCC Committee Public Relations Contract July 2012 Created Public Relations Strategy for 2012/13 work-attached. Finished work on Rand McNally/USA Today's Best of the Road Competition for Friendliest Town in America. Trip included four day press trip to SLO with one day featuring the crew of the Travel Channel. Results thus far: http://travel.usatoday.com!destinations/bpstofth eroad/story/20 12-07 17/The-five be1>tsma l!.::.tawnsin-Ameriea-201lli6276500/1 tl1!.P...;.LltraveJ. u s.!lto~:L'lY.:.~o rrlLQf.stiJl~ltLQD?L d is pat eh est past!2 0 12/06!~!l_d '-t heyre·aff-best· oft he rg..:~!Q:t eam s· h it·t h t.}~_Q12~...!l:.C.Qi) dDJ.i~2Z0/1, r!.!.1fl..iLYoutu. be!d frsRn TdO::'.Q And numerous impressions from the USA Today website, Rand McNally website, Travel Channel Website, social media outlets, other town sites, etc. We are waiting for the Best of the Road staff to give us their report on impressions. Worked with writer from Women's World Magazine who is doing an article on San Luis Obispo, provided images and story ideas. Travelers Today published an article on San Luis Obispo as a happiest place from the book Thrive· article is attached. h.l!JJ.1Lvy ~v...."'.!-:.. t r clYJ'~ Ie r.~,19it'J\L~Q!.1.!j~11~E(~J.!:?.~ 4Q!±L~Q.lfQ.L?;?LY..v~!Ji~.~cJJ.(~EnJ.!2s!.:.pl~!f.!:?.~:.~.Q.L!.. I Continue working with Savor PR team on how to help promote 4 day event. Collaboration with Cal Poly • Helped promoted 'Poly Days'-Cal Poly Alumni's new summer reunion program. Helped with program ideas, visitor materials and promotion through website and press releases. • Currently helping with ideas for a new program in Cal Poly Housing that will roll out in the fall quarter. The program is to help students get to know and get integrated into SLO better as freshman. The program include everything from adventure to technology, health and well ness, culinary, etc. All will a local connection. We are helping with ideas, content and materials. ~C5 ANGtlt~, • ~"'~, ~::-AUC'S:C IN-FLIGHT WIFi AND OUTLETS AT YOUR SEAT. $!;g '1 ii L Mil.i ~.:. dm~nci'J c, The World's Happiest Places: From San LUis Obispo to Si ngapore TRAVELERS 1% ~::::~:~;:' 2%'''''''''''''' 3%0."" ~ l1J,'1lo("All''''t,~;ln:t C"lli,J) Fh;¥>,s.'''" loW{!!t (;,-1"11 u,,,IrI,,,.h.~b-' I 'I ,D~ ~NGfL~S ." S-lI,,,,,r,,,A,-;':i5CO Ct:l t:ottNlC.ft.1J SUA-ME , ,. 'A" :il.( ·.i , ;'1i,·-')', lr·"'!"! 'liff, ,''', Y1 _~"\1 ;r-.; ,1', .r,.. " Ph' 1''1...·, ,1n,,'n ,·'101,'1" p ·1" \~''''''-!A''h, ',' ';.' If-i ," '\,.. ""'" I • ". I".~'; I..... •-,yl~l'''', "'F""':"'" ,. --+'1. ,'p;,,".,'-' _',"""'" "'""!"')':'-''<'' <f", j." ~.-,/.'-.~ ,v'. "'~-"" ~I'_, ,t,' \' 1% ;::':;~~~~'" 2'% on w"~·<!'n,,,~ 3%··"'~· ,,," [11<': :~,',l,', l",{·'''''''\ ' "" .j·;'.·..lIt\.l,.'I",l ,.! 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"""''',0>'' C'""""" 'V"V",,'''' '",' ",,', ;~,~'" "f.:.,~n"7 ,I', "",-.r :;l'~S :,f,"" :~,~'S>'~,~ r':l~,~ clV.,;:-('1l!"J ,.,,~ ,'" .~ '~-.';"'l'!J" ty q.lp····:r•.1!"li'l -.M"'!', TR[NDING ON Til[ WLB Grants-in-Aid Marketing Support-July 2012 SilO I.uis Obispo r, Ch.lInber of CommerceI VC PR SM EC EL M1G S1 Ballet Theatre Canzona Women's Ensemble Central Coast Children's Choir I Madonnari-CCP Civic Ballet City to Sea-CC Central Coast Writers Conference Bioneers Festival Mozak FPAC-BravoSLO SLO Botanical Garden-Art Eco GALA-Pride Week X X X X X History Center of San Luis Obispo County Jewish Community Center-Film Fest San Luis Obispo Blues Society San Luis Obispo County Band Downtown Association-Santa's House Museum of Art-Plein Air Soccer Club-Summer Tournament Symphony-Mission Tour X Vocal Arts Ensemble Black IS current month, gray IS past work 21 Total; XX served to date VC-Dropped off materials for display in Visitor Center; brochures, posters, etc. PR-Sent out Press Release to local media list SM-Ran event through Social Media outlets EC-Included in Event Calendar one-sheet sent out to local hoteliers, wineries, etc. EL-Included in Event Listings sent to local media highlighting upcoming local events MTG-Meet with Groups in person to offer public relations advice and support ST-Sell Tickets for events through the Visitor Center Notes on July GIA: Distributed information packets to all GIA receipients letting the know about marketing services, currently reaching out the events that are in this quarter. Distributed this month's one-sheet. Visitor Services Contact Report July 2012 Highlights from June in the Visitor Center: • Delivered new Visitor Guides to all SLO Lodging • Answered lots of questions about 4th of July celebrations • Distributing the new SLO Happenings guide SLO events promoted through Visitor Center: • Promoted Art After Dark • Promoted events for GALA's Pride Week • Promoted Festival Mozaic Events • Promoted the SLO Triathlon Monthly Visitor Center Interactions: July 2012 June 2012 July 2011 Visitors in center: 5,662 6, 167 6,207 Phone calls: 589 464 678 Emails: 133 152 141 Calendar of Events: Events entered into calendar this month: 101 Events in the July calendar: 62 Promotional Product Sales: Visitor Guides: 41 City Maps: 84 Promotional Product Giveaways: Total Number: 25 Visitors Guide Groups: Associated Quilt Guild of the Central Coast verdin* Events Brochure Report -July Brochure Brochure was delivered to San Luis Obispo Chamber of Commerce Visitors Center and local hotels for distribution to visitors and tourists. The digital brochure has received 1,539 views since it was uploaded on June 25, 2012. Advertising Our advertising campaign continued through the month of June and received the below results: Media outlet Impressions Clicks Click thru rate VisitSLO.com 9,604 154 1.6% Facebook 681,103 1,121 0.18% SanLuisObispo.com 62,079 142 0.25% *Online advertising has a national average click thru rate of 0.02% SLO Chamber Kiosk Total pageviews: 3,258 Event section views: 391 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 gained 679 additional "likes" during the month of July, which is more than double the amount we gained in June. Our average weekly reach, which is the number of unique people who saw any content from our page, nearly doubled from 26,108 in June to 44,472 in July. FACEBOOK ACTIVITY 3000 r------------------, 2500 t-------------------,l¥ 2000 +----------------:::lrE------f 1500 t----------~::IIOI""~'--------+ 1000 +----------::;......!:...------------f 500 t-----~-.-------------+ ~Likes O ....-_=:::.----......_-.......-__-...J. Nov-Dec-Jan-Feb-Mar-Apr-May-Jun-Jul 11 11 12 12 12 12 12 12 12 --------------------- Tourism Business Improvement District Board ATTACHMENT 1 Regular Meeting Minutes Wednesday, July 11, 2012 10:00 am City Hall -Council Hearing Room CALL TO ORDER: Chair Clint Pearce PRESENT: Conner, Patel, Hutton, Ridgeway, Koper DRAFT STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst Claire Clark, Economic Development Manager PUBLIC COMMENT Ermina Karim, CEO of the Chamber of Commerce, announced the Chamber's move to 895 Monterey Street in spring 2013. The new location will offer a much desired upgrade to the Visitors Center and will allow for better access by members and visitors alike. The Board Chair recognized John Conner for his initiative in getting the TBID started and thank him for all his efforts on behalf and service to the TBID. Due to Vice-Chair Billing's absence, the board appointed commissioner Hutton to serve as vice chair during the July meeting. Consent Agenda ACTION: Moved by Hutton/Conner to approve the consent agenda as presented Motion carried 6:0 PRESENTATIONS 1. ECONOMIC DEVELOPMENT STRATEGIC PLAN Assistant City Manager Michael Cod ron and Economic Development Manager Claire Clark presented the status of the economic development strategic plan. M. Codron went over the process to date and the various industries that were included. Four key strategies were defined: 1. Break down barriers to job creation (process, fees, key sites, infrastructures) 2. Actively support knowledge & innovation (entrepreneurship, broadband) 3. Promote the SLO Life to enhance business opportunities ( 4. Build on existing efforts with regional partners The plan has not finalized and the commissioners were invited to provide feedback. On August 7, 2012 the draft plan will be presented to the City Council. ...:..T;:;;;ou:::.r~is.:.:cm:....:B::..:u::.:::s.:.:cin:.::::es::.:::s....:I:..:.:m~pr:.::o:..:.ve:::;m.:.:ce:.:.n:.:..t..:::D..:;;is;.::tr..:..:ic:..:..t..:::B..:::.oa:::;r..::.d ----"-p..:::.agc..:e::....o2=---...:..A..:.:..JTACHMENT 1 Based on key strategy 3, Commissioner Conner asked whether the PCe's budget would automatically increase each year with TOT revenue growth. M. Codron mentioned that the PCe's budget will be considered during the 2013-15 financial plan development. 2. REMNANTS OF THE PAST -OCTOBER 2012 Judy Watkins presented the review of the June 2012 show which experienced a 23% growth while out-of-area visitors increased from 46% to 54%. She plans on growing the show to 90 vendors in October 2012 and plans for a VIP reception on Friday night to increase stays from one to two nights. She hopes to grow to over 4,000 attendees. She then reiterated her vision for 2013 with the addition of Jen O'Conner's Earth Angels show which will bring 23 original art vendors to the event. She envisioned growing the show into a "City to Sea vintage trail" and a weeklong event. She thanked the committee for its support and mentioned that the show would not be possible without the funding from the TBID and the PCe. 3. QUARTERLY REPORT BY CONTRACTORS Visitors & Conference Bureau: Molly Cano, Marketing Director for the VCB, reported on the VCB's 2011-12 marketing program. She reported that Rosetta Marketing's help and support in the development of the new logo and tagline was instrumental to the process to date. The VCB hopes to have a big roll out for the new brand at the end of the 2012 calendar year. The website has been very challenging as the initial approach of applying a face lift was not feasible. The site's infrastructure was broken and the site needed a complete make-over. A RFP was being developed and released in August. A new PR contractor was hired (Black Inc.) to maximize the reach within the target markets of LA and the Bay Area. She reported that countywide events were another important aspect of the VCB's overall marketing plan as was Social Media. The Bureau's coop opportunities will shift to different markets in 2012-13 and include 805 Living magazine. She thanked the board for its support of Savor The Central Coast. To date, ticket sales were 88% above 2011 sales. Chamber of Commerce: Lindsey Miller, the Chamber's Marketing Director, presented the 2011 12 report including the 24/7 outdoor visitor kiosk, the display board, and the MySanLuisObispo training program which taught 7 sessions and 57 attendees. She mentioned the assistance provided to cultural organizations. the monthly events listing now aligned with the SLO Happenings brochure, and the work with Cal Poly events. She mentioned the collaboration with the Department of Commerce and the USA Today / Rand McNally's "Best of the Road" competition. BUSINESS ITEMS 1. MARKETING CONTRACT CARRY-OVER ACTION: Moved by Conner /Hutton to move $50,000 from the Rosetta Marketing remaining encumbrance balance to events promotion. Motion carried 6:0 ~T.:::.ou::::.r~is::.:.m:....:B;:.:u::;s::.:.in~es:::::s~I.:..:.:m:.t:.pr:..::o:...:..v.:::..:em::.:.e:::.n:..:..t..:::D~is:..:::tr..:..:ic:..:..t..:::B.:;:.oa:::;r=d-------------------o-p""ag""e:....=3'------ATTACHMENT 1 2. EVENTS PROMOTION Commissioner Hutton took over the meeting since chair Pearce had to recuse himself from discussion and action. The board discussed the funding request from Remnants of the Past (ROTP) which, at $19,950, was increased from the originally earmarked $15,000. The board discussed the importance of ROTP and the Marathon which requested $35,000 for the second installment of the race in April 2013. ACTION: Moved by Conner/Rid~ewayto approve $19,950 for the October 2012 ROTP show and $30,000 for the SLO Marathon with the intention to pay an additional $5,000 when carry-over funding was determined and approved. Motion carried 6:0 3. TOURISM MANAGER -ORAL BOARD Commissioners Hutton and Patel voiced interest in participating in the interview process. The board would like for HR to consider utilizing John Conner in the initial interview panel as an outside source. COMMUNICATION 1. HOTELIER UPDATE It was reported that the downtown hotel Granada Inn was working toward an opening date in August or September. Meeting adjourned at 11:17 am