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Home My WebLink About11-14-2012 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, November 14,2012 5:30p.m. Regular Meeting Council Hearing Room 990 Palm Street The Coals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) Improve the quality of life available to all residents of and visitors to San Luis Obispo and (2) Promote, in a manner consistent with long-range community goals, the development of San Luis Obispo as a regional and tourist center. CALL TO ORDER: Chair Marco Rizzo PUBLIC COMMENT: Each speaker is limited to three minutes of public comment I CONSENTITEMS C.1 Minutes of the Meeting of October 10, 2012 C.2 TOT Report C.3 Community Promotions Budget Report C.4 Public Relations Report C.S Grants-in-Aid Support Report C.6 Visitors Center Report C.7 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 I PRESENTATIONS 1. SHARE SLO 20 min Rosetta Marketing will give an overview on the ShareSLO campaign and present the first stage of the launch. 2. DIRECTIONAL SIGNAGE UPDATE 20 min City Engineer Bridget Fraser will provide an update and ask the committee to participate in the upcoming legibility test. 3. SUNSET SAVOR THE CENTRAL COAST RESULTS 20 min VCB representatives will present SAVOR 2012 event results recap. I BUSINESS ITEMS 1. EVENTS PROMOTION UPDATE The subcommittee members will provide an update from the October 30, 2012 Events Promotion subcommittee meeting. 2. SLO HAPPENINGS BROCHURE Verdin Marketing will present concepts for the 2013 Winter/Spring brochure. I PCC LIAISON REPORTS & 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 2. TBID BOARD REPORT -Attachment 1 -TBID Minutes 3. VISITOR CENTER UPDATE -Chamber of Commerce 4. TOUR OF CA UPDATE ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on November 9, 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, October 10, 2012 10am City Hall -Council Hearing Room CALL TO ORDER: Chair Marco Rizzo PRESENT: Fidler, Palazzo, Pearce, Yukelson, LeMieux STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment. CONSENT AGENDA DRAFT ACTION: Moved by Pearce/LeMieux to approve the consent agenda as presented. Motion carried 6:0 PRESENTATIONS 1. QUARTERLY PRESENTATIONS BY CONTRACTORS Mary Verdin presented the quarterly report for the events brochure campaign and presented the plan for 2013. Commissioner Palazzo asked that the events listing be moved to the front and linked to the event information within the brochure. M. Verdin confirmed that the post-it note distributed through the Tribune will have a designated URL in order to track its effectiveness. Lindsey Miller, Marketing Director for the Chamber of Commerce reported on the three contracts which include GIA Support, PR, and the Visitors Center. BUSINESS ITEMS 1. DIRECTIONAL SIGNAGE UPDATE This item was postponed to November as the City Engineer reporting on the project was unavailable. Promotional Coordinating Committee Minutes Page 2 2. 2013-15 GOAL SETTING The committee had received the 2011-13 goals for review and found them still appropriate. The commissioners discussed the items and placed more emphasis on the build-out of the Directional Wayfinding program as well as the City embracing new events by facilitating the process. ACTION: Moved by Fidler /Palazzo to forward the goals as discussed and amended during the meeting. Motion carried 6:0 3. NEW VISITORS CENTER-AD HOC COMMITTEE Commissioners Fidler, LeMieux, and Yukelson volunteered to partake in the upcoming workshop scheduled for October 23, 2012. 4. TOUR OF CALIFORNIA Staff reported that the City was contacted by Mr. Bob Stapleton to consider becoming a host city for a stage start during the 2013 Amgen Tour of California. The committee received information about the cost of such an event and the benefits currently provided to host cities. ACTION: Moved by Yukelson/LeMieux to collaborate with the City's Tourism Business Improvement District to bring Amgen Tour of California to town with a budget not to exceed $30,440 and the City to actively pursue sponsorships to cover the cost. Motion carried 6:0 COMMITTEE COMMUNICATION Commissioner LeMieux reported that the Central Coast Bioneers event will happen next weekend and that Commissioner Fidler will participate. Meeting adjourned at 6:46 pm TOT Comparision Occupancy 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 Change+/-Actual Change+/-ADR July $ 565,386 $ 565,637 $ 508,195 $ 541,806 $ 591,184 $ 636,778 7.7% 83.4 2.1 $ 127.70 August $ 573,057 $ 609,452 $ 511,564 $ 542,194 $ 574,395 $ 623,655 8.5% 81.5 1.9 $ 127.75 September $ 465,179 $ 416,859 $ 400,023 $ 437,543 $ 490,524 $ 508,583 3.7% 73 -2.6 $ 119.34 October $ 418,474 $ 416,905 $ 414,870 $ 442,586 $ 437,805 November $ 375,287 $ 354,737 $ 280,913 $ 330,924 $ 347,437 December $ 312,510 $ 274,871 $ 246,684 $ 274,417 $ 314,784 January $ 287,474 $ 258,316 $ 230,279 $ 256,351 $ 276,165 February $ 342,220 $ 292,343 $ 273,373 $ 302,246 $ 323,359 March $ 386,458 $ 289,506 $ 326,099 $ 333,783 $ 392,266 April $ 388,911 $ 391,891 $ 423,158 $ 451,133 $ 475,913 May $ 435,516 $ 393,431 $ 372,997 $ 433,874 $ 447,116 June $ 513,631 $ 456,098 $ 490,326 $ 512,543 $ 578,234 Total/Average $ 5,064,103 $ 4,720,046 $ 4,478,481 $4,859,400 $ 5,249,181 ~},769,016 ------ Community Promotions Budget 2012-13 Budget 2012-13 Amount . Budget $ 386,500 Total Budget $ 386,500 Expenditure Last Updated 11/8/2012 Available I Expenditure Committed Contracts Other Expenditures Balance Contractor Grants-in-Aid Program $ 125,000 $ 25,000 $ 86,385 $ 13,615 City Administration Events & Activities $ 80,000 $ 32,000 $ 48,000 $ -City Administration i Visitors Center $ 76,500 $ 76,500 $ -Chamber of Commerce PR Contract $ 55,000 $ 55,000 $ -Chamber of Commerce Downtown Maps $ 7,500 $ 7,500 $ -Chamber of Commerce I Beautification $ 25,000 $ 25,000 Support Cost $ 17,500 $ 15,000 $ 2,500 City Administration Total $ 386,500 $ 188,500 $ 156,885 $ 41,115 !Remaining Balance $ <J Media Releases: San Luis Obispo Chamber of Commerce Report to City of SLO-PCC Committee Public Relations Contract October 2012 Wrote release on San Luis Obispo's Train Town Designation and distributed locally, followed up and encouraged local media to attend. Helped coordinate the Train Town Designation ceremony by arranging for parts of the program and inviting local elected officials to be at the event. Also emceed the event. Wrote release for Canzona Women's Ensemble announcement the opening of their 2012-13 season. Distributed locally. Wrote release for SLO Wine Harvest Festival, distributed locally and to CA newspapers, online calendars and other online media. Wrote and distributed release for Festival Mozaic's WinterMezzo Weekend, focused on local media. Continue to promote Share SLO, TBID's new social media campaign. Working on promotion locally and working with the Rosetta team on outreach efforts. Continue to meet with Nature Corps on outreach of their media efforts, including new holiday dates for the volunteer vacation program. Distributing release nationally with new dates. Wrote and distributed release on BravoSlO, focused on local media. Working with Granada Hotel PR team on national pitches as well as grand opening locally. Distributed invite to local media and helped coordinate visits. Continued outreach on Remnants of the Past, both locally and to CA newspapers and online outlets. Media Contacts: Working with team at Smart Money magazine to update article that we worked on with them last year. Smart Money was purchased by Wall Street Journal and will be re- running the updated article on WSJ, Smart Money and Market Watch. Article names San Luis Obispo the best place in CA to retire. Copy of 2011 article: http://www.sma~tmoney.com/retire_r:nen1;LQLanning/retir::e-here not-there-california-1321636291587 / Working with Victoria King Public Relations (representing Granada Hotel) on pitches that represent the hotel and the city. Tentatively have secured an article in Travel and leisure Magazine for top places to visit. Working with PR firm out of Sacramento who represents Amtrak on possible ways of working together to promote San Luis Obispo as a destination via Amtrak. Working with freelance writer who is writing for Taste and Travel International Magazine based out of Canada on an article about great foodie stops on Hwy 1. She will be visiting in November. Continue working with Go Media, the group coordinating the Mercedes Benz commercial, to be shot in San Luis Obispo. Submitting to CA State Travel for their publications, focused on what's new. Working with Triple Crown Sports on making SLO the hub for their softball series, which happens twice a year. Working with freelancer for travel website on article about Bubble Gum Alley. Working with writer for californiatravelguide.travel on the San Luis Obispo portion. Worked with Trip Advisor on feature for award presentation, unfortunately San Luis Obispo did not win the Trip Advisor award. Continue to work on building and growing contact lists as well as establishing contacts at key media outlets. Worked on building CA newspaper lists, CA lifestyle lists and travel publication lists this month. Meeting monthly with Rosetta (TBID's Advertising agency) to collaborate on ideas and opportunities. Collaboration with Cal Poly Participated in the Homecoming Alumni BBQ event with San Luis Obispo booth, booth contained visitor guides, event information, ShareSLO info, t-shirt coupons, chapsticks, wine brochures and other materials. Had great interest from out-of-towners who were participating in the event. Grants-in-Aid Marketing Support-Oct. 2012 S;m Luis Obisp(' Chamber of Commerce vc PR SM EC EL MTG Ballet Theatre X X Canzona Women's Ensemble X X X X X Central Coast Children's Choir X I Madonnari-CCP X X X X X Civic Ballet X X City to Sea-CC X X X X X Central Coast Writers Conference X X X X X Bioneers X X X X X Festival Mozaic X X X X X FPAC-BravoSLO X X X X X 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 X X San Luis Obispo County Band Downtown Association-Santa's House p X X Museum of Art-Plein Air X X X X X Soccer Club-Summer Tournament X X Symphony-Mission Tour p Vocal Arts Ensemble X X Black is current month, gray is past work, Pis for pending work, 0 is for Did not workout 21 Total; 17 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 PC-In place of in person meeting, had phone call with group to discuss details. Notes from the month: Distributed this month's one-sheet. Working on contacting winter and spring events, second round of outreach. X X p X ST D D D PC X X X X X X X X Visitor Services Contact Report October 2012 Highlights from October in the Visitor Center: • Participated in Halloween at Farmers Market • Sold train posters during Train Day at Farmers Market SLO events promoted through Visitor Center: • Railroad Festival • Haunted Jack House • SLO Plein Air Festival • SLO Blues Concert • CalPoly Parents weekend • City to Sea Half Marathon • Open Studios Tour • P AC-Bravo SLO • Film Festival-Gidget goes to SLO • Crave-Paso Wine • Central Coast Bioneers Conference • CalPoly Home Coming • Remnants from the Past • SLO Blues Concert • SLO GranFondo Monthly Visitor Center Interactions: October 2012 September 2012 October 2011 5, 261 Visitors in center: 6,542 6,872 Phone calls: Em ails: Calendar of Events: 646 135 Events entered into calendar this month: 145 Events in the October calendar: 82 Promotional Product Sales: Visitor Guides: 39 City Maps: 19 Promotional Product Giveaways: 530 121 Total Number: Distributed 13, 500 walking maps to all City Hotels 674 128 Events Brochure Report -October Brochure The platform that hosts the digital brochure, lssuu, changed the way they gather statistics for their publications, so it is not longer possible to pull views, but they will share reads and impressions. The current digital brochure received 525 reads and made 2,033 impressions during the month of October, and has made 8,678 total impressions since it was uploaded on June 25, 2012. We also began work on upcoming January-June brochure by contacting event organizers and compiling an up-to-date list of events and requesting photos for the publication. Advertising Our advertising campaign continued through the month of October and received the below results: Media outlet Impressions Clicks Click thru rate VisitSLO.com 5,718 102 1.78% Face book 1,070,857 992 0.11% *Online advertising has a national average click thru rate of 0.02% SLO Chamber Kiosk Total pageviews: 2,883 Event section views: 315 Social Media We continue to post upcoming events and information on the Facebook page 3-4 times per week and are continuing to see a good amount of user interaction through likes and comments on our posts, as well as private messages and posts to our wall from others promoting their own events. We gained 637 additional likes during the month of October, which brought our total likes to 4,821. Our average weekly reach, which is the number of unique people who saw any content from our page, was 127,680 in October. This number is more than double the average weekly reach from last month, which was 57,865, and is another testament to how popular the Facebook page is becoming. FACE BOOK ACTIVITY 6000 -r-------------------. 5000 t----------------:--="!1) 4000 +--------------~"""'---+ .. 3000 +-------------,,¢~:::...__·_-1 20001::;;~~!:~~~::~:~::::~::::1 1000 0 "" "" "')., "')., "')., "')., "')., "')., "')., "')., "')., "')., ~Likes ~o.c,.' <),Jf -:,'1>« «.e1 ~'1><.: 0<<.: ~'1>-'\ -:,v« ':>~ '?-.::,<0 e::,e<i oc; Tourism Business Improvement District Meeting Minutes Wednesday, October 10,2012 City Hall -Council Hearing Room CALL TO ORDER: Chair Clint Pearce PRESENT: Patel, Billing, Walker, Koper STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment CONSENT AGENDA ATTACHMENT 1 DRAFT ACTION: Moved by Patel/Billing to approve the consent agenda as presented. Motion carried 4:0 Commissioner Koper arrived after the approval of the consent agenda. PRESENTATIONS 1. QUARTERLY PRESENTATIONS BY CONTRACTORS Ryan Allshouse with Rosetta Marketing reported on the marketing campaign for the first quarter of the fiscal year. The report included results from the email marketing campaign, PR, Rosetta Search and Media, website analytics, and events promotion. He presented the new newsletter template which highlights upcoming events. Lindsey Miller with the Chamber of Commerce reported on the PR efforts on behalf of the TBID. Both contractors are working hard to get the New Times cover page for ShareSLO. The agency hopes to begin the contest for the social media position in November contest and hire the top candidate in January 2013. Board Chair Pearce asked the agency to provide year-to-year comparison for website analytics. Grace Allen, Director of the Visitors Services, reported on the new program for hotel fulfillment at the Downtown Visitors Center. She encouraged the board and all TBID members to call877-756-8696 to check on the experience through the phone service. ATTACHMENT 1 Tourism Board Improvement District Minutes Page 2 As the program is designed for a sold-out hotel to refer inquiring guests to the Visitors Center for availability within City, it worked especially well during Cal Poly move-in when tourists, unaware of those busy weekends, find themselves stranded. Through the program they were offered availability in different hotels and were able to stay in town. Molly Cano, Marketing Director for the VCB reported that work on the 2013 Visitors Guide had begun. The new guide will concentrate on destinations within the county. The Bureau will increase the number produced as it ran out due to the increased demand with the "Sunset's Savor the Central Coast" event. The texture and size will also change in order to be distinct. She reported that the traffic on the mobile site is up and increasing month by month. The Bureau is working on the website redesign which will be presented at the January Vision Workshop. The SMART Meeting Fam trip scheduled for October 30, 2012 will showcase the Performing Arts Center. The Bureau expects to present the Savor results in December. BUSINESS ITEMS 1. NEW VISITORS CENTER-AD HOC COMMITTEE Commissioners Walker and Pearce volunteered to partake in the first workshop scheduled for October 23, 2012. 2. 2013-15 GOAL SETTING The board discussed the item based on the 2011-13 goals and felt that the goals were still accurate. However, it placed emphasis on not only retaining, but increasing the PCC's budget as an important part of overall Community Promotions program. As the goals will be reviewed again in November together with the goals of the other advisory bodies, the board decided to hold off on finalizing the list. 3. TOUR OF CALIFORNIA 2013 Staff reported that the City was contacted by Mr. Bob Stapleton to consider becoming a host city for a stage start during the 2013 Amgen Tour of California. The committee received information about the cost of such an event and the benefits currently provided to host cities. The board discussed the exposure for the City and that the event did sell out most of the hotel rooms available in town. ACTION: Moved by Patei/Walker to support a starting stage of the 2013 Amgen Tour up to the presented amount and in collaboration with the Promotional Coordinating Committee. Motion carried 4:0 Commissioner Billing abstained. Tourism Board Improvement District Minutes ATTACHMENT 1 Page 3 COMMITTEE COMMUNICATION Hotelier update: Commissioner Walker reported that staff training has started at the Granada Hotel and that the property will open in 10 days. Economic Development Manager Claire Clark gave an update on the tourism manager hiring process. An announcement was expected later that day. Meeting adjourned at 12:00 noon