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Home My WebLink About09-12-2012 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo VVednesday,September12,2012 5:30p.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: Chair Marco Rizzo PUBLIC COMMENT: Each speaker is limited to three minutes of public comment I CONSENT ITEMS C.l Minutes of the Meeting of August 8, 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. J Promotional Coordination Committee I BUSINESS ITEMS 1. EVENTS & ACTIVITIES SUPPORT-Attachment 1 30min The committee will discuss the new approach to the events & activities support element and review the line item allocation of the current contract. 2. EVENTS PROMOTION PROGRAM-Attachment 2 30min The committee will discuss a new approach to events promotion and begin work on a once-a-year application process similar to the GIA program. Due to the file size, Attachment 2 is released under separate cover and is available for review in City Administration. 3. RFP REVIEW-CITY EMBLEM-Attachment 3 20min The committee will review the proposed RFP for the development of a style guide utilizing the new City emblem. 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 2. TBID BOARD REPORT -Attachment 4-TBID Minutes ADJOURN. POSTING STATEMENT: I, Brigitte Elke, Principal Administrative Analyst, do hereby certify that on September 7, 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 VVednesday,August8,2012 lOam City Hall -Council Hearing Room CALL TO ORDER: Vice-Chair Jill LeMieux PRESENT: Fidler, Cox, Palazzo, Yukelson, Pearce STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst Claire Clark, Economic Development Manager PUBLIC COMMENT There was no public comment. CONSENT AGENDA DRAFT ACTION: Moved by Cox/Yukelson to approve the consent agenda with the grammatical correction in the minutes as mentioned. Motion carried 5:0 Commissioner Palazzo arrived after the approval of the consent agenda. PRESENTATIONS 1. CONCOURSE D'ELEGANCE Kris Kington-Barker and Teri Conklin presented the 2012 Concourse report and results. 218 vehicles were entered and 3,000 people attended the event. Gate income was up 4 7%, 26% of car entries and 40% of attendees came from out-of-county areas. Teri provided an overview on the advertising campaign. All promotional vehicles including the logo were changed in order to reflect the new location in San Luis Obispo. The organizers took advantage of cross promotion with Remnants of the Past by interlinking online tools. Both events offered ticket discounts for people wanting to attend both events. The 2013 events is scheduled for June 7th through 9th. BUSINESS ITEMS 1. CITY TEAR OFF MAPS Lindsey Miller with the Chamber of Commerce asked the committee to consider postponing the print of the downtown tear-off maps as the prominently marked Visitors Center location will change within 6 months. ACTION: Moved by Palazzo/Yukelson to hold off with the tear-off map until Visitors Center has moved and utilize the trifold brochures until such time. Motion carried 6:0 Promotional Coordinating Committee Minutes August 8, 2012 Page 2 2. 2012-13 CONTRACTS S. Palazzo and R. Yukelson presented the workscopes for the three contracts with the Chamber of Commerce as discussed and proposed by the Marketing Subcommittee. The Visitors Center contract now includes the submission of an annual budget for the center. The Chamber of Commerce will provide this information accordingly. ACTION: Moved by Yukelson/Fidler to recommend Visitors Center contract as presented. Motion carried 6:0 The Marketing Subcommittee had asked the Chamber to submit a new reporting tool that allowed the tracking of the efforts on behalf of the GIA organizations on a monthly basis. ACTION: Moved by Cox/Pearce to recommend the GIA Support contract as presented with the new monthly report matrix as submitted. Motion carried 6:0 The committee discussed the ROI reporting for the PR efforts and decided that it should be based on the appropriate reach and readership metrics of each medium. The new language now reads: 1.4 ROI evaluation & reporting according to appropriate metrics for each medium. ACTION: Moved by Pearce/Palazzo to recommend the Public Relations contract as amended. Motion carried 6:0 Commissioner Fidler also asked that the Chamber research what the media is wanting to report on and not what we assume the interest ought to be. 3. CITY EMBLEM, STYLE GUIDE & IDENTIFICATION STANDARDS MANUAL Staff presented the sign audit, the resulting City emblem, and the proposed style guide and identification standards manual. Staff elaborated on the project, possible cost of a comprehensive project, and how the City envisions the implementation. ACTION: Moved by Pearce/Cox to fund the comprehensive style guide & identification standards manual not to exceed $40,000. Motion carried 6:0 4. EVENTS & ACTIVITIES SUPPORT The committee agreed to move this item to the September agenda. Staff was asked to provide a current budget breakdown for the SLO Happenings brochure and campaign with the agenda. Promotional Coordinating Committee Minutes August 8, 2012 Page 3 COMMITTEE COMMUNICATION Staff was asked to pass a copy of the final report from each organization to the assigned PCC liaison. The liaison will then be responsible to provide a report to the committee. Commissioner LeMieux asked staff to clarify whether events tickets from GIA organizations can be accepted. Staff explained the FPPC regulations and the reporting guidelines for Form 700. Staff was asked to place a business item on the September agenda to discuss an annual events promotion program with an RFP process. Commissioner Pearce reported on the new partnership with Nature Corps, the ShareSLO status, and that TBID Board member Nipool Patel volunteered to serve on the joints events subcommittee. Meeting adjourned at 7:16pm TOT Comparision Percent Occupancy 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 Change +I-ADR July $ 442,947 $ 506,594 $ 521,789 $ 565,386 $ 565,637 $ 508,195 $ 541,806 $ 591,184 $ 633,177 7.1% August $ 461,982 $ 507,639 $ 531,727 $ 573,057 $ 609,452 $ 511,564 $ 542,194 $ 574,395 September $ 346,999 $ 394,771 $ 432,587 $ 465,179 $ 416,859 $ 400,023 $ 437,543 $ 490,524 October $ 336,055 $ 372,192 $ 406,204 $ 418,474 $ 416,905 $ 414,870 $ 442,586 $ 437,805 November $ 295,660 $ 337,503 $ 334,227 $ 375,287 $ 354,737 $ 280,913 $ 330,924 $ 347,437 December $ 254,052 $ 275,336 $ 282,198 $ 312,510 $ 274,871 $ 246,684 $ 274,417 $ 314,784 January $ 206,229 $ 253,445 $ 246,347 $ 287,474 $ 258,316 $ 230,279 $ 256,351 $ 276,165 February $ 270,803 $ 280,870 $ 310,345 $ 342,220 $ 292,343 $ 273,373 $ 302,246 $ 323,359 March $ 324,687 $ 335,664 $ 365,634 $ 386,458 $ 289,506 $ 326,099 $ 333,783 $ 392,266 April $ 346,218 $ 418,359 $ 441,234 $ 388,911 $ 391,891 $ 423,158 $ 451,133 $ 475,913 May $ 364,537 $ 395,019 $ 426,120 $ 435,516 $ 393,431 $ 372,997 $ 433,874 $ 447,116 June $ 429,718 $ 468,147 $ 490,498 $ 513,631 $ 456,098 $ 490,326 $ 512,543 $ 578,234 T ota 1/ Ave rage $ 4,079,887 $ 4,545,539 $ 4,788,910 $ 5,064,103 $ 4,720,046 $ 4,478,481 $4,859,400 $ 5,249,181 $ 633,177 -- Community Promotions Budget 2012-13 Budget 2012-13 Amount Budget $ 386,500 Total Budget $ 386,500 Expenditure Last Updated 9/7/2012 Available 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 $ 80,000 City Administration 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 Beautification $ 25,000 $ 25,000 Support Cost $ 17,500 $ 17,500 City Administration Total $ 386,500 $ 156,500 $ 86,385 $ 143,615 !Remaining Balance $ -J • San Luis Obispo f.f, Chamber of Commerce Report to City of SLO-PCC Committee Public Relations Contract August 2012 Working on building contact lists as well as establishing contacts at key media outlets. Work focused on researching media outlets in western US Sent GranFondo and Remnants ofthe Past event materials to State Tourism office to be included in all their public relations outreach efforts both nationally and internationally. As well as 'what's new' at Madonna Inn pitch and included courts, horseback riding and ice skating. Sent Fall Events release to all CA newspapers and CA Lifestyle publications. Working with Rosetta/TBID on pitches for upcoming events/opportunities Nature Corps-wrote release, release is pending due to launch of nature corps site Remnants of the Past-wrote release, sent release to all CA lifestyle magazines and now working on sending to specific publications with matching interest Granfondo-meet with organizers, wrote release, sent to all cycling outlets both print and online including calendars, now working on sending to CA newspapers Continue working with Savor PR team on how to help promote 4 day event. Wrote and distributed two releases. Savor Ideas-to Savor PR team lead by Black Ink to be included in press kits Savor Ticket Giveaway-distributed to all CA newspapers Collaboration with Cal Poly Working with Cal Poly Housing team to educate Resident Advisors on city and surrounding areas. Will be hosting an information session for new faculty, approx. 50, on Friday, Sept. ih about community and city. Continue to work with LA Parent Magazine travel writer who we hosted last fall. She is currently wrapping up her article on family friendly colleges which is set to print next month. Fact checking the SLO chapter of a travel book with the editor who is working on a book about visiting the Central Coast. She traveled here last year researching the book and is now about ready to go to print. Working with a UK Freelance Travel Journalist who will be visiting the Central Coast at the end of September. Grants-in-Aid Marketing Support-Aug 2012 • San l.uis Obispo r, Chamber of Commerce vc PR Ballet Theatre Canzona Women's Ensemble Central Coast Children's Choir X I Madonnari-CCP X X Civic Ballet City to Sea-CC X p Central Coast Writers Conference X Bioneers X X Festival Mozaic X p FPAC-BravoSLO X p SLO Botanical Garden-Art Eco GALA-Pride Week 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 X p Soccer Club-Summer Tournament Symphony-Mission Tour p Vocal Arts Ensemble Black IS current month, gray is past work, P 1s for pending work 21 Total; 10 served to date SM EC X X X X X X X X X X X X X X X X X 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 EL X X X X X X X X X X X 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. MTG ST X p p X PC X X X X X X X I_ San Luis O~>ispo Cl1c1n1ber ol Cornmt>rct:, Visitor Services Contact Report August 2012 Highlights from August in the Visitor Center: • Hosted tour groups in VC for students of International Language Academy • Sold Tickets for Rotary Home of Distinction Tours • Assisted parents find lodging during CalPoly Student Orientation Advising Registration SOAR SLO events promoted through Visitor Center: • San Luis Obispo Soccer Club Tournament • Central Coast Cancer Challenge • San Luis Obispo County Band Monthly Visitor Center Interactions: Visitors in center: Phone calls: Em ails: Calendar of Events: August 2012 6,496 614 106 Events entered into calendar this month: 112 Events in the August calendar: 74 Promotional Product Sales: Visitor Guides: 95 City Maps: 16 Promotional Product Giveaways: July 2012 5,662 589 133 August 2011 5,904 643 129 Visalia Police Officer's Association-120 Sincerely SLO Brochures Cal Poly Resident Advisors-50 Event Guides & Visitor Guides verdin* Events Brochure Report -August Brochure The digital brochure had more than 1,100 views in August and has received 2,682 total views since it was uploaded on June 25, 2012. Advertising Our advertising campaign continued through the month of August and received the below results: Media outlet Impressions Clicks Click thru rate VisitSLO.com 7,274 121 1.66% Facebook 816,976 1,213 0.13% *Online advertising has a national average click thru rate of 0.02% SLO Chamber Kiosk Total pageviews: 4,026 Event section views: 463 Social Media We continue to post on the Facebook page 3-4 times per week about upcoming events and are seeing a good amount of user interaction through "likes" and comments on our posts. We have also seen an increase in the number of users posting their own events to our page, as well as sending us private messages to ask for support in promoting their events. We gained 1,125 additional "likes" during the month of August, which is nearly double the amount we gained in July. Our average weekly reach was 58,426 in August, which is the number of unique people who saw any content from our page. This is a notable increase from our average weekly reach of 26,108 in June and 44,472 in July. FACE BOOK ACTIVITY 4000 3500 3000 2500 2000 1500 1000 500 0 Nov-Dec-Jan-Feb-Mar-Apr-May-Jun-Jul-Aug- 11 11 12 12 12 12 12 12 12 12 City of SLO Events Promotion Marketing Expenses-2011-2012 -~---· -. --- Description Brochure Account Mgmt/Piannlng Design Tribune (Printing&.Distribution) Digital Brochure Advertising Post it note Facebook ads SanluisObispo.com SLOChamber Ad Production/Coord Social Media Monthly Totals Less commission Tax Digital Brochure Cost: Media Plan Total Available Budget: Estimate $46,000 $2,000 $12,000 $32,000 $3,000 $2,183 $3,500 $3,000 $4,150 $1,150 $1,000 63,983 $17,000 $14,983 $31,983 $15,000 Actual Nov $506.00 $4,882.00 $23.00 $23.00 Nov $5,434.00 $5.434.00 Actual Actual Actual Actual Dec Jan Feb Mar $316.75 $243.50 $115.00 $290.00 $1,611.73 $16,000.00 $1,152.00 $342.00 $1,107.12 $326.51 $336.80 $306.56 $1,000.00 $500.00 $345.83 $345.83 $345.83 $113.00 $438.50 $197.25 $193.00 $241.50 $168.00 $59.00 Dec Jan Feb Mar $19,386.48 $1,937.84 $3,072.75 $1,698.64 $19,386.48 $1,937.84 $3,072.75 $1,698.64 ATTACHMENT 1 Actual Actual Actual Actual Actual Actual Actual Projected Projected Apr May Jun Jul Aug Sept Oct Nov Dec Total remaininG $352.50 $130.75 $45.50 $851.00 $4,655.50 -$0.23 $15,999.99 $0.01 $678.00 $549.00 $279.00 $1,152.18 -$76.50 $287.16 $849.94 $1,393.03 $500.00 $1,000.00 $345.83 $1,729.15 $1,037.53 $89.25 $227.75 $61.25 $31.50 $175.00 $103.50 $5.50 Apr May Jun Jul Aug Sept Oct Nov Dec $1,836.49 $4,907.00 ''·"'"· ':1.'" '"'·'" L l $1,836.49 $4,907.00 $1,080.75 $20,883.76 ---$3,745.09 ATTACHMENT 3 Specification No. XXXX TABLE OF CONTENTS A. Description of Work B. General Terms and Conditions 3 Proposal Requirements Contract Award and Execution Contract Performance C. Special Terms and Conditions 6 Proposal Content Proposal Evaluation and Selection Proposal Review and Award Schedule Alternative Proposals Accuracy of Specifications D. Agreement 9 E. Insurance Requirements 11 F. Proposal Submittal Forms 12 Proposal Submittal Summary Form Statement of Past Contract Disqualifications Section A ATIACHMENT 3 DESCRIPTION OF WORK The City of San Luis Obispo ("City") is requesting proposals from qualified vendors for the development of a City Style Guide. Background On October 18, 2011, the City Council approved the City Wayfinding Program that included an updated City emblem. One component of the W ayfinding Program was an image audit of City branding materials conducted by Pierre Rademaker Design. The consultant noted that the City's branding materials are inconsistent and recommended that the City take steps to maintain brand integrity with the introduction of the updated City emblem. The new emblem denotes the Mission and the lettering depicts a Spanish-style font. The emblem graphic was created in a single color, full color, and in bronze to be used on all new directional signage. The City is looking to utilize this new emblem in all City applications and identification materials. To that effect, the City Council directed staff to invite proposals for the creation and initial implementation of a Style Guide Manual utilizing the new emblem. Scope of Work The objective of this project is to provide consistency in City identification material. The development of a comprehensive Style Guide will provide direction in the use of the City logo and wordmark organization-wide for all new materials and guidelines for replacement of current logo bearing items. The goal is to create a cohesive City brand utilizing the new emblem. The Style Guide should address all visual materials that carry the City's identification. The proposal should include relevant research and the preparation of document layouts for review, the preparation of comprehensive graphic files in applicable formats for electronic and print use. The print use should consider various materials it might be applied to. The proposal should also consider the coordination with suppliers and contractors and therefore provide parameters for the use of the graphic identity in various applications. As the City is also working on a new website, the proposal should include collaboration with the selected website firm to assure proper inclusion of the new City identity. Contents of Style Guide The Style Guide and Identifications Standards Manual should include, at a minimum, the following sections: 1. An Introduction Detailing the Purpose of the Style Guide and the importance of a cohesive City identity. 2. How to Use and Apply the Manual 3. Graphic and Visual Elements a. The City Emblem & Wordmark -1- b. Approved graphic elements ATTACHMENT 3 c. Typefaces and Fonts d. Official colors e. Downloadable Graphic Files & direction for use 4. Print Items including a. City letterhead, envelopes and notecards b. Council Letterhead, envelopes and notecards c. Address labels d. Business Cards e. City templates: Reports, memos, PowerPoint presentations, fax sheets, etc. f. Name tags g. Parking Passes h. Brochures 5. Publication Planning including photography guidelines 6. Other applications may include a. Street signs b. Facility signage c. Uniforms d. Vehicles 7. Electronic Media a. Web design guidelines, templates, and colors b. Social networking sites c. Email signatures 8. Examples of What Not To Do -2- Tourism Business Improvement District Meeting Minutes VVednesday,August8,2012 lOam City Hall -Council Hearing Room CALL TO ORDER: Chair Clint Pearce PRESENT: Hutton, Koper, Patel, Billing, Ridgeway STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment. CONSENT AGENDA ATIACHMENT 4 DRAFT ACTION: Moved by Patel/Koper to approve the consent agenda as presented. Motion carried 6:0 PRESENTATIONS 1. CONCOURSE D'ELEGANCE Kris Kington-Barker and Teri Conklin presented the 2012 Concourse report and results. 218 vehicles were entered and 3,000 people attended the event. Gate income was up 47%, 26% of car entries and 40% of attendees came from out-of-county areas. Teri provided an overview on the advertising campaign. All promotional vehicles including the logo were changed in order to reflect the new location in San Luis Obispo. The organizers took advantage of cross promotion with Remnants of the Past by interlinking online tools. Both events offered ticket discounts for people wanting to attend both events. The 2013 event is scheduled for June 7th through 9th. 2. SHARE SLO Ryan Allshouse with Rosetta Marketing provided an update on the ShareSLO campaign and the selected online platform. He mentioned that Starr Hall, author of the book "The Social Wave" is leading the Rosetta social media team that will assist in the ShareSLO campaign. He also provided an update on the Nature Corps partnership and campaign elements. Tourism Board Improvement District Minutes ATTACHMENT 4 Page 2 BUSINESS ITEMS 1. EVENTS SUBCOMMITTEE APPOINTMENT Commissioner Patel volunteered if the meeting can start at 3 pm. Staff will follow-up with the PCC subcommittee members. ACTION: Moved by Billint:/Hutton to appoint Commissioner Patel to the events subcommittee. Motion carried 6:0 2. 2012-13 TRADESHOWS The board discussed the validity of attending PowWow in future years. It felt that the region as a whole was already well represented and as members of the VCB, the properties receive the leads generated at the show. The board therefore decided not to participate in 2013. The board felt that both travel & adventure shows were a good investment. The board discussed the staffing levels for 2013 as the delegation at the LA shows was completely overwhelmed with the 28,000 people attending in 2012. The board therefore recommends sending five people to LA and keeping the SF show at three. ACTION: Moved by Patel/Billint: to contract a 10'x20' booth at the LA Travel & Adventure show and a 10'x10' booth at SF Travel & Adventure show. Motion carried 6:0 COMMITTEE COMMUNICATION The board chair and staff provided a brief report on items before the PCC in August. The chair reported on the recruitment process for the open board position. Meeting adjourned at 10:56 am