HomeMy WebLinkAbout06-12-2013 PCC Agenda PacketAny 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.
Amended Agenda
Promotional Coordinating Committee
City of San Luis Obispo
Wednesday, June 12, 2013
LOCATION CHANGE
5:30 p.m. Regular Meeting Courtyard by Marriott, 1605 Calle Joaquin
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 Jill LeMieux
PUBLIC COMMENT: Each speaker is limited to three minutes of public comment
At this time, you may address the Committee on items that are not on the agenda but are of interest to
the public and within the subject matter jurisdiction of the Promotional Coordinating Committee. The
Committee may not discuss or take action on issues that are not on the agenda other than to briefly
respond to statements made or questions raised, or ask staff to follow up on such issues.
CONSENT ITEMS
C.1 Minutes of the Meeting on May 8, 2013 & Special Meeting May 16, 2013
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 Events Brochure – Campaign Report
C.7 TOT Report
Promotional Coordination Committee
BUSINESS ITEMS
1. SLO HAPPENINGS BROCHURE REVIEW
Verdin will present the draft of the quarterly brochure for July – September for the committee’s
review.
2. EVENTS PROMOTION
The subcommittee members will report on the joint-subcommittee meeting and discuss the
funding request for the 2013 Central Coast Railroad Festival & SLO Railroad Museum Grand
Opening event in October.
3. 2012-13 BUDGET STATUS UPDATE
The committee will review the status of the current budget and allocate the final available funds
to work programs.
4. 2013-14 GIA LIAISON ASSIGNMENTS
The Committee will review the 2013-14 GIA recipient list and assign committee liaisons.
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 – TBID Minutes from May 8, 2013
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on June 7,
2013, 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, May 8, 2013
5:30 pm
City Hall - Council Hearing Room
CALL TO ORDER: Chair Jill LeMieux
PRESENT: Pearce, Fidler, Cox, LeMieux, Rizzo, Franciskovich (arrived late), Palazzo (arrived late)
STAFF PRESENT: Molly Cano, Tourism Manager; Claire Clark, Economic Development Manager
PUBLIC COMMENT
None
CONSENT AGENDA
ACTION: Moved by Rizzo/Cox to approve the consent agenda.
Motion carried 4:0
BUSINESS ITEMS
1. 2013-14 BUDGET DISCUSSION
Commissioner Palazzo provided the committee with a recap of the budget taskforce meeting discussion
as reflected in the budget taskforce minutes from April 2013. Palazzo presented that the taskforce
submitted a request to the TBID to co-fund the Chamber contracts at the level of $23,500 to cover the
difference in the initial budget amount and the proposal received from the Chamber. Staff reported the
outcome of the TBID decision against funding for the additional Chamber proposed contracts as
requested by the PCC. The commissioners discussed the shared concern of the TBID and PCC that the
general fund allocations for the City’s tourism efforts would continue to decrease as the TBID collections
continued to grow. Michael Codron, Assistant City Manager assured the committee that tourism plays
an important role in the City and is reflected as a strategy in the economic development strategic plan.
The budget taskforce presented the option to reallocate of the beautification funds to cover the
increase in contract fees.
DRAFT
C1a-1
Promotional Coordinating Committee Minutes
Page 2
The committee asked Ermina Karim of the SLO Chamber of Commerce to present the actuals for the
operating expenses for the Visitor Center. The overall expense to operate the Visitor Center is $214, 688
which included staff, expenses, and overhead.
The committee continued the discussion of the reallocation of the beautification funds to achieve full
funding for the Chamber proposals.
Action: Cox/ Pearce to support the Chamber of Commerce at the contract request to include :$90,000
Visitor Services on a two-year contract with no escalator, $60,000 Public Relations, $7,500 tear off map
printing, $25,000 GIA support, and move $23,500 from the beautification line in the draft budget to
cover these costs.
Approved: 5:0
Abstained: LeMuiex; Rizzo
The committee instructed staff to reallocate the beatification funds and adjust the draft budget. The
committee expressed concern over decreasing this area of the budget which would allow for the
development of a new program for tourism and the community. Codron encouraged the committee to
continue their consideration for the development of a defined program before seeking additional funds
for the tourism promotion budget.
Action: Palazzo/Cox to accept the 2013-14 budget as presented with the reallocation of the beatification
funds.
Approved: 7:0
2. GRANTS-IN-AID – PRELIMINARY RECOMMENDATION
The Grants-in-Aid Subcommittee presented the preliminary recommendations. The committee
explained that each application was reviewed on its own for the funding consideration first then all
applications were reduced by the same percentage to achieve the allocated funding level of $90,000 for
PCC GIA. The subcommittee noted that 3 events were denied funding.
Action: Rizzo/ Fidler to preliminary accept the subcommittee recommendations for the 2013-14 GIA
allocations pending the Special Meeting.
Approved: 7:0
The committee discussed a new date for the special meeting in order to achieve quorum. The special
meeting for the GIA recommendation is scheduled for May 16, 2013 at 5:30pm.
3. REVIEW OF BYLAWS
The committee continued the review of the PCC bylaws for recommendation to City Council. Staff
presented the changes as requested in the April meeting.
Action: Pearce/ Fidler accepted the revised bylaws for submission to City Council.
Approved: 7:0
COMMITTEE COMMUNICATION Claire Clark announced her last meeting as City staff and thanked the committee for their hard work, dedication, and fun working on tourism program together.
C1a-2
Promotional Coordinating Committee Minutes
Page 3
Molly Cano presented the tourism program update. The update included the information of the Brand USA FAM visiting SLO on Saturday, May 11. There are 16 agents from the UK a Visit California representative and a film crew to document Cano will meet the FAM group for a walking tour of downtown followed by lunch in downtown. This FAM is one of seven itineraries executed across the United States by Brand USA. This program is in partnership with Visit San Luis Obispo County and Visit California. Cano also presented the opportunity for the PCC to create a promotional piece to promote the SLO Happenings brochure. The committee recommended making a magnet instead of a post card if the budget permits. ACTION: Moved by Pearce/Cox to allocate up to $2000 from the current budget for the creation of a promotional piece for the SLO Happenings brochure. Motion carried 7:0
Meeting adjourned at 6:56pm
C1a-3
Promotional Coordinating Committee
Meeting Minutes
Wednesday, May 16, 2013
5:30 pm
City Hall - Council Hearing Room
CALL TO ORDER: Chair Jill LeMieux
PRESENT: Fidler, Pearce, Franciskovich, Rizzo
STAFF PRESENT: Molly Cano, Tourism Manager; Claire Clark, Economic Development Manager
PUBLIC HEARING
1. GRANTS-IN-AID 2013-14 The public hearing was scheduled to allow the Grants-in-Aids applicants to address the committee regarding the preliminary recommendation as approved during the May 8, 2013 regular committee meeting. Many recipients provided words of thanks for the grant awards. ACTION: Moved by Rizzo/Fidler to recommend to the City Council 2013-14 GIA allocations as approved during the May 8, 2013 regular meeting and presented to the applying organizations on May 16, 2013.
Motion carried 5:0
Chair LeMiuex thanked the applicants for their participation. She noted that the Tourism Manager would be following up after the City Council’s decision with information on the next steps. The Committee requested metrics about tickets sold and where participants come from as part of the final report to the Committee following the event. The applicants were encouraged to avail themselves of the help of the committee liaison and the Chamber of Commerce. The Committee will make assignments for grants-in-aid liaisons during the June meeting.
Meeting adjourned at 6:25 pm
C1b-1
Community Promotions Budget 2012-13
Budget 2012-13 Amount
Budget 386,500$
2011-12 Carry Over 40,000$
Total Budget 426,500$
Expenditure Last Updated 6/3/2013
Expenditure Committed Contracts Other Expenditures
Available
Balance Contractor
Grants-in-Aid Program 125,000$ 25,000$ 94,885$ 5,115$ City Administration
Events & Activities 80,000$ 32,000$ 46,000$ 2,000$ 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$ -$ Chamber of Commerce/sign
Support Cost 17,500$ 16,400$ 1,100$ City Administration
Style Guide*40,000$ 40,000$ -$ Pierre Rademaker Design
Total 426,500$ 228,500$ 189,785$ 8,215$
Remaining Balance -$
C2-1
Report to City of SLO- PCC Committee
Public Relations Contract
May 2013
Media Releases:
Continue to promote Remnant’s summer show to major media, events, CA
newspapers and CA lifestyle publications and national event postings as well as
promoted to local media channels.
Submitted SLO’s Bubble Gum Alley into VirtualTourist.com’s 8th Wonder of
the World competition. Wrote release and send locally to promote competition.
Also working with City, Rosetta and Share SLO’s Street Team to promote
through social media.
Picked up by Tribune-
http://www.sanluisobispo.com/2013/06/03/2531890/bubble-gum-alley-
contest.html
Wrote release for Roll Out the Barrels and send to both local media as well as
CA newspapers and event websites.
All releases are available in dropbox.
Media Contacts:
Worked with travel writer for Ventura Star on article he is doing on Granada
Hotel and SLO. Sent photos and follow up info from stay in SLO. Article
appeared in print and online. Circulation: 84,000 in print and 12,000 online.
http://www.vcstar.com/news/2013/may/03/david-loe-travel-hop-on-the-train-for-
fun-trip/
Hosted travel writer from Awareness magazine a few months back, article has
published and is available in dropbox. Circulation: 210,000 readers
Hosting freelance travel writer in early June- had been here for trip in 2005 as
writer for Delta Sky. Now is a freelancer and writes for publications from AAA to
Afar to Travel + Leisure and Smithsonian as well as a few airline magazines.
C3-1
Continue to stay in touch with creators of Best of the Road 2013. They will be
launching a modified program on July 4th.
Worked with Wine Press Magazine on article about area, sent content and
images.
Working with blogger- starrtreks.com- on article about SLO including images.
Pitched SLO for a road trip piece and 30th Farmer’s anniversary for upcoming
articles in NG Traveler.
Pitched 30th Farmers anniversary in Travel and Leisure, Budget Travel and
Westways magazines. Heard back from Westways that they are interested and
will be in touch.
Worked with editor at Daily News Sun in AZ on a travel piece to SLO, sent
content and photos.
Working with KGO in SF radio host John Hamilton to be live on his travel
segment- June 9th.
Working with editor from Phoenix Magazine on a trip to the Central Coast-
working out details currently.
Submitted SLO as a stop on HWY 1 trip from a military families publication out
of southern CA.
Continue to work on building and growing contact lists as well as establishing
contacts at key media outlets.
Working on setting up filming in the coming month to gather some b-roll images
in hi-def.
Continue to meet with the group planning Poly Days, Cal Poly’s second annual
summer alumni reunion event. Helped with itinerary ideas as well as ways to
outreach to alumni and locals.
Continue to work with the City and Rosetta on the Share SLO campaign and
assisting the new SLO Ambassador, Bentley Murdock, when possible.
C3-2
Grants- in-Aid Marketing Support- May 2013
VC PR SM EC EL MTG ST PC
Ballet Theatre X X X X X X
Canzona Women's Ensemble X X X X X X
Central Coast Children's Choir X X X X X
I Madonnari- CCP X X X X X X
Civic Ballet X X X X X X
City to Sea- CC X X X X X X
Central Coast Writers Conference X X X X X X
Bioneers X X X X X X D
Festival Mozaic X X X X X D X
FPAC- BravoSLO X X X X X X
SLO Botanical Garden- Art Eco X X X X X X
GALA-Pride Week X X X X X X
History Center of San Luis Obispo County X X X X X X
Jewish Community Center- Film Fest X X X X X X
San Luis Obispo Blues Society X X X
San Luis Obispo County Band X X X X X X
Downtown Association- Santa's House X X X X X X
Museum of Art- Plein Air X X X X X D X
Soccer Club- Summer Tournament X X
Symphony- Mission Tour X X X X X X
Vocal Arts Ensemble X X X X X X
Black is current month, gray is past work, P is for pending work, D is for Did not workout
21 Total; 21 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:
Tying up work for 2012-13 and beginning to work on outreach for next cycle.
C4-1
Visitor Services Contract Report
May 2013
Highlights from May in the Visitor Center:
Sold Tickets for the History Center’s Native Basket Exhibit
Distributed Tear-off Maps to all city hotels
Sold tickets for Remnants of the Past Vintage Show
SLO events promoted through Visitor Center:
SLO Art Museum Exhibits
History Center Native Basket Exhibit
Human Kind Fair Trade Eco Fashion Show
Art After Dark
Central Coast Cactus & Succulent Society
California Festival of Beers
SLO Little Theatre Presents the Sound of Music
Aids Support Network Fundraising BBQ
Central Coast Children’s Choir Spring Concert
Assistance League Fiesta in the Plaza
SLO Home Show
Expo at the Expo Center
SLO Blues Society features Kaye Bohler
City Wide Mother’s Day Events
The C.C. Autism Spectrum Crawtism FUNraiser
United Way Flavor of SLO
Wildflower Triathlon
SLO County Band Performances
SLO Noor Clinic's Charity Walk
Monthly Visitor Center Interactions:
May 2013 April 2013 May 2012
Visitors in center: 5,491 5,587 5,602
Phone calls: 521 604 360
Emails: 166 109 145
Calendar of Events:
Events entered into calendar this month: 93
Events in the May calendar: 65
Promotional Product Sales:
Visitor Guides: 48
City Maps: 74
Promotional Product Giveaways:
Train Day: 180 Visitors’ Guide and 500 Tear-off Maps
West Coast Salt and Water Club: 250 Tear-off Maps
C5-1
Events Brochure Report – May
BROCHURE
During the month of May, we began collecting event information for
the upcoming July-Sept. brochure and started the design and layout
process. We also created a SLO Happenings magnet (shown here),
as a giveaway for upcoming events to further the brand recognition
and brochure exposure. For the month of May, the current (Apr-Jun)
digital brochure received 786 reads (up 23% from April) and 1,363
impressions (up 20% from April).
ADVERTISING
Our advertising campaign continued through the month of May and
received the below results:
*Online advertising has a national average click thru rate of 0.02%
SLO Chamber Kiosk Total pageviews: 2,867 Event section views: 291
SOCIAL MEDIA
We post upcoming events and information on the Facebook page 3-4 times per week and have an
interactive strategy, which has been successful at improving the engagement of the page. We are also
coordinating our efforts with the ShareSLO Facebook page by sharing many of their posts to gain a
wider audience for both pages.
During the month of May, we gained 577 additional likes, which brought our total likes to 8,443. Our
average weekly reach, which is the number of unique people who saw any content from our page, was
19,413.
Media outlet Impressions Clicks Click thru rate
VisitSLO.com 115,403 228 1.68%
Facebook 67,129 901 1.34%
SanLuisObispo.com 25,072 96 0.38%
FACEBOOK ACTIVITY
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C6-1
TOT Comparision
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$ 469,977$ 7.4%69.3 0.7 116.19$
November 375,287$ 354,737$ 280,913$ 330,924$ 347,437$ 359,163$ 3.4%57.7 -2.7 $107.34
December 312,510$ 274,871$ 246,684$ 274,417$ 314,784$ 319,451$ 1.5%50.9 -6 $100.40
January 287,474$ 258,316$ 230,279$ 256,351$ 276,165$ 302,153$ 9.4%52.2 2.7 97.96$
February 342,220$ 292,343$ 273,373$ 302,246$ 323,359$ 344,160$ 6.4%60.8 4.1 $105.25
March 386,458$ 289,506$ 326,099$ 333,783$ 392,266$ 426,879$ 8.8%68.1 8.2 106.61$
April 388,911$ 391,891$ 423,158$ 451,133$ 475,913$ 478,948$ 0.6%71.7 -2.7 118.03$
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$ 4,469,747$ 5.7%66.86 112.66$
* figures from Smith Travel Research report
Occupancy
C7-1
A GUIDE TO EVENTS IN
• •
JULY – SEPTEMBER 2013
SLO
HAPPENINGS
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JULY
6/28-8/18 TYRANNY OF BEAUTY: PAINTINGS BY MARK BECK
7/1-9/8 THE SECRET OF BEES TRAVELING EXHIBIT
7/1-8/30 FOOD TRUCK FRIDAYS
7/1-8/11 RECREATIONAL SWIMMING
7/1-8/9 COUNSELOR IN TRAINING
7/1-8/8 JUNIOR GIANTS BASEBALL
7/1-8/9 KIDVENTURE ULTIMATE SUMMER DAY CAMPS
7/3 FIREWORKS NIGHT AT SLO BLUES BASEBALL
7/4 OLD FASHIONED FOURTH OF JULY CELEBRATION
7/5-7/7 “MINI” CALIFORNIA INTERNATIONAL CHORAL FESTIVAL
7/7 6TH ANNUAL GOLDENS IN THE PARK
7/8-7/12 QUEST CAMP FOR TEENS
7/9 GLOBAL GOURMET
7/12-7/13 SEVEN SISTERS BEER FEST
7/12-7/14 SHREK: THE MUSICAL
7/12-8/4 WHY DO FOOLS FALL IN LOVE?
7/14 PRIDE IN THE PLAZA
7/16 “ART WAYS”
7/16-7/28 FESTIVAL MOZAIC SUMMER FESTIVAL
7/19-7/21 SHREK: THE MUSICAL
7/20 22ND ANNUAL ANTIQUE TRUCK SHOW
7/20-7/21 CENTRAL COAST RENAISSANCE FESTIVAL
7/23 DINNER IN THE MISSION
7/26 FIREWORKS NIGHT AT SLO BLUES BASEBALL
7/28 DESERT ROSE BAND
7/28 34TH ANNUAL SAN LUIS OBISPO TRIATHLON
7/30-7/31 THE YOUNG MAN FROM ATLANTA
AUGUST
8/1 KIDICAL MASS FAMILY BIKE PARADE
8/2-8/3 LOBSTERFEST
8/3 MOVIES IN THE MISSION
8/3-8/4 SLOSC SUMMER CLASSIC
8/6 “ART WAYS”
8/10 MOVIES IN THE MISSION
8/10-8/11 2013 SLOSC SUMMER CLASSIC
8/11 VICTORIAN TEA
8/11 THE ROYAL GARDEN SWING ORCHESTRA AT
SLO BOTANICAL GARDEN
8/12-8/16 JR. RANGER CAMPS
8/13 GLOBAL GOURMET
8/16-8/25 SHAKESPEARE SHORTS
8/17 MOVIES IN THE MISSION
8/27 “ART WAYS”
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SEPTEMBER
9/5 KIDICAL MASS FAMILY BIKE PARADE
9/6-9/29 INCORRUPTIBLE
9/6-9/8 LA GUITARRA FESTIVAL
9/7-9/8 I MADONNARI STREET PAINTING FESTIVAL
9/12 LEWIS BLACK- THE RANT IS DUE
9/17 “ART WAYS”
9/20-9/21 CENTRAL COAST WRITERS’ CONFERENCE
9/21 SAN LUIS OBISPO BLUES SOCIETY CONCERT SERIES
FEATURING JAMES ARMSTRONG
9/21 HUNGER WALK
9/26-9/29 SUNSET MAGAZINE’S SAVOR THE CENTRAL COAST
9/28 SLO JAZZ FESTIVAL
9/28 EMMYLOU HARRIS & RODNEY CROWELL
9/28-11/2 ANA SERRANO ART EXHIBIT
9/29 THE SAVOR RUN
9/30 BANFF RADICAL REELS
SPORTS
Blues Baseball
bluesbaseball.com
Cal Poly Sports
gopoly.com
SLO Soccer
slosoccer.com
SLO Rugby
slorugby.org
ONGOING EVENTS
Art After Dark
First Friday every month
Bike Happening
First Thursday every month
Concerts in the Plaza
Every Friday June - September
Dallidet Adobe Tours
Every Sunday
Historic Jack House & Garden Tours
Every Sunday April - December
Historic Walking Tours
Download free any time with iTunes
Saturdays at the Garden
Second Saturday every month
Ranger-Led Hikes
Every Sunday
Moonlight Hours at
SLO Children’s Museum
Third Thursday every month
SLO Skate Park Friday Night Skate
Every Friday
Story Time at SLO Library
Preschool (Ages 3 – 6) on Tuesdays
Toddler (Ages 0 – 3) on Thursdays
Youth Open Gym
Every Sunday
Adult Open Gym
Every Thursday
Farmers Market on Higuera Street
Every Thursday
Farmers Market on Broad Street
Every Tuesday
Farmers Market on Madonna Road
Every Saturday
Farmers Market on Tank Farm Road
Every Sunday
JULY – SEPTEMBER 2013 3
B1-3
ARTS & CULTURE HAPPENINGS
TYRANNY OF BEAUTY: PAINTINGS BY MARK BECK
San Luis Obispo Museum of Art
JUNE 28 – AUGUST 18
sloma.org
Mark Beck’s artwork has been described as strange yet beautiful. Come check out his painting
exhibit that features landscapes, portraits, and iconic images of America and the American Dream.
2013 “MINI” CALIFORNIA INTERNATIONAL CHORAL FESTIVAL
Mission San Luis Obispo de Tolosa
JULY 5 – 6, 8 PM
Cuesta College Cultural & Performing Arts Center
JULY 7, 3 PM
vocalarts.org
Sit back and enjoy music from three California choirs without a competition element. Organizers
plan to eventually hold a full-scale festival and competition by 2016, so come enjoy this event as it
continues to grow.
PRIDE IN THE PLAZA
Mission Plaza
JULY 14
slopride.com
Bring the whole family to enjoy this celebration with fantastic music and performances. The kids play
area includes bounce houses, face painting, and arts and crafts. Adults can enjoy a full bar with beer
and wine, vendor booths and a full food court.
“ART WAYS”
San Luis Obispo Museum of Art
JULY 16, AUGUST 6, AUGUST 27, SEPTEMBER 17
sloma.org
“Art Ways” provides a perfect opportunity for friends of the Museum of Art to get acquainted and
re-acquainted with the museum and all it offers. Karen Kile, executive director will present a short
overview of the past, present, and future of SLOMA. Ruta Saliklis, director of exhibitions and
development will talk about current and future exhibits and programs, and may conduct a behind
the scenes tour or introduce a special guest.
FESTIVAL MOZAIC
SUMMER FESTIVAL
Various venues
JULY 16 - 28
festivalmozaic.com
Festival Mozaic presents chamber
music, orchestra and educational
music in historical venues across San
Luis Obispo. Festival visitors can take
advantage of the Central Coast’s
wineries, restaurants, and much more.
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22ND ANNUAL ANTIQUE
TRUCK SHOW
Trinity Hall
JULY 20, 9 AM
central-coast-aths.org
Interested in trucks? Come out to
the Antique Truck Show to see big
trucks, small trucks, shiny trucks,
and even rusty trucks.
CENTRAL COAST RENAISSANCE FESTIVAL
Laguna Lake Park
JULY 20 - 21
ccrenfaire.com
Travel back to 1585 Donneybrooke, an English Renaissance village, that more than 800 costumed
participants converge to create. Visitors can enjoy a royal jousting match or a good old-fashioned
meat pie. Just don’t forget to pay your respects to Her Majesty the Queen!
THE ROYAL GARDEN SWING ORCHESTRA
AT SLO BOTANICAL GARDEN
SLO Botanical Garden
AUGUST 11, 4 PM
slobg.com
This summer enjoy an incredible lineup of talented
musicians from across the musical spectrum. The
garden’s unique and beautiful indoor venue creates
an intimate yet energized concert. If you enjoy good
music, you’re sure to enjoy this event!
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JULY – SEPTEMBER 2013 5
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I MADONNARI STREET PAINTING FESTIVAL
Mission Plaza
SEPTEMBER 7 - 8, 10 AM - 6 PM
imadonnarifestival.com
Come watch street painters transform Mission Plaza using pastels on pavement to create 150 vibrant
and colorful large-scale works of art.
CENTRAL COAST WRITERS’ CONFERENCE
Cuesta College
SEPTEMBER 20 - 21
communityprograms.net
This conference provides intimate, small-group workshops for writers who want to improve their
skills, network with other writers, and connect with editors, agents and publishers.
SAN LUIS OBISPO BLUES SOCIETY CONCERT SERIES
FEATURING JAMES ARMSTRONG
SLO Vets Hall
SEPTEMBER 21, 8 PM
sloblues.org
Guitarist, singer and songwriter James Armstrong is a master of the West Coast blues style. Tickets
are sold at the door.
SLO JAZZ FESTIVAL
Mitchell Park
SEPTEMBER 28
slojazzfest.org
San Luis Obispo Jazz Festival will bring quality jazz-related events that nurture the human spirit to
the Happiest City in America.
ANA SERRANO ART EXHIBIT
Cal Poly University Art Gallery, Dexter Hall
SEPTEMBER 28 - NOVEMBER 2
artgallery.calpoly.edu
Ana Serrano is first-generation Mexican American inspired by both the cultural contexts in her life.
Her work bears reference to those in low socioeconomic positions, focusing on customs and beliefs
as well as architecture, fashion, and informal economies.
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PERFORMING ARTS CENTER AT CAL POLY
pacslo.org
SHREK: THE MUSICAL
Alex and Faye Spanos Theatre
JULY 12 - 14 & JULY 19 - 21
“Shrek: The Musical,” based on the Oscar-
winning DreamWorks film that started it
all, brings the hilarious story of every-
one’s favorite ogre to life on stage.
Featuring a terrific score of 19 all-new
songs, big laughs and great dancing,
“Shrek: The Musical” is fun for everyone.
DESERT ROSE BAND
Alex and Faye Spanos Theatre
JULY 28, 7:30 PM
Rock & Roll Hall of Famer Chris Hillman and Desert Rose Band members perform an all-acoustic show
benefiting St. Andrew Greek Orthodox Church.
LA GUITARRA FESTIVAL
Christopher Cohan Center
SEPTEMBER 6 - 8
This three-day festival is a “Celebration of Guitar,” featuring 15
artists in nine concerts, five Master Classes, and a free lecture.
LEWIS BLACK – THE RANT IS DUE
Christopher Cohan Center
SEPTEMBER 12, 8 PM
Lewis Black is an American comedian, author, playwright,
social critic and actor. Lewis was voted 11th in Comedy Central’s
Stand Up Showdown in 2010, so you won’t want to miss this
night of laughs!
EMMYLOU HARRIS & RODNEY CROWELL
Christopher Cohan Center
SEPTEMBER 28, 8 PM
Emmylou Harris is a 12-time Grammy Award winner, and has
gained admiration for her straightforward songwriting and
incomparable expressive singing. Rodney Crowell will be joining
her for their “Old Yellow Moon” tour, the first official collabora-
tion from the two of them since Crowell joined Harris’ Hot Band
in 1975.
BANFF RADICAL REELS
Christopher Cohan Center
SEPTEMBER 30, 7 PM
The Radical Reels Tour presents dynamic, high-adrenaline films
featuring sports such as skiing, climbing, kayaking, snowboarding,
and mountain biking, as well as new sports such as snow-kiting and
speed riding.
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SLO LITTLE THEATER PERFORMANCES
slolittletheatre.org
WHY DO FOOLS FALL IN LOVE?
JULY 12 - AUGUST 4
When four girlfriends gather to celebrate an
upcoming wedding, they end up sharing more
than just a great time.
THE YOUNG MAN FROM ATLANTA
JULY 30 - 31
An “Ubu’s Other Shoe” staged reading of this
Pulitzer Prize-winning drama.
SHAKESPEARE SHORTS
AUGUST 16 - 25
Two hilarious, one-act plays based on the works
of William Shakespeare. This is a show you
won’t want to miss.
INCORRUPTIBLE
SEPTEMBER 6 - 29
A Dark Comedy about the Dark Ages.
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FOOD AND WINE HAPPENINGS
FOOD TRUCK FRIDAYS
Tolosa Winery
JULY 1 - AUGUST 30, 5 - 7:30 PM
tolosawinery.com
Kick off the weekends every Friday evening
this summer with Food Truck Fridays on the
beautiful Tolosa Winery patio. Guests will
enjoy live music, wine and food.
SEVEN SISTERS BEER FEST
El Chorro Regional Park
JULY 12 - 13
sevensistersfest.com
This new grassroots event celebrates the
homegrown culture that is unique to SLO.
The area’s beautiful chain of peaks, the
Seven Sisters, provides the backdrop for
this festival’s earthy, laid-back approach to
summer on the Central Coast.
DINNER IN THE MISSION
Mission Plaza
JULY 23, 5:30 PM
festivalmozaic.com
Join friends and festival artists for a celebration of California Mission’s cuisine. The menu will mix
baroque-era Spanish and indigenous flavors, that are to sure to wow guests.
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LOBSTERFEST
Chamisal Vineyards
AUGUST 2 - 3
A throwback to a time when life was simpler, Lobsterfest at Chamisal Vineyards in Edna Valley
showcases award-winning wines alongside a feast of lobster, oysters and crepes.
SUNSET MAGAZINE’S SAVOR THE CENTRAL COAST
Various venues
SEPTEMBER 26 - 29
savorcentralcoast.com
This four-day experience will showcase local winemakers, brew masters, chefs, artisanal food purvey-
ors, fisherman, farmers, and entrepreneurs from this unspoiled region.
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SOCIAL & RECREATION HAPPENINGS
THE SECRET OF BEES TRAVELING EXHIBIT
SLO Children’s Museum
JUNE 5 - SEPTEMBER 8
slocm.org
In this exhibit, children can study an observation hive, dress like honey bees, gather pollen and then
“fly” to the garden of five-foot tall flowers and a hive. Kids also have the option to don beekeeper
protective gear and work real wooden hives, then extract “honey” from the frames and sell it at the
roadside stand.
RECREATIONAL SWIMMING
SLO Swim Center
JULY 1 - AUGUST 11, 1:45 - 4 PM
slocity.org/parksandrecreation
Open for swim, dive or play. Diving boards are available and a few lanes are open for adult lap
swimmers.
COUNSELOR IN TRAINING (CIT)
JULY 1 - AUGUST 9
slocity.org/parksandrecreation
Gain valuable skills and experience from trained Camp Counselors. All CITs receive a shirt, cer-
tificate of completion, and those who complete three or more weeks earn a trip to Mustang
Waterslides at the end of summer.
JUNIOR GIANTS BASEBALL
Stockton Field at Sinsheimer Park
JULY 1 - AUGUST 8, 4 - 6 PM
slocity.org/parksandrecreation
Junior Giants is a free, non-competitive summer baseball program for girls and boys sponsored by
the San Francisco Giants Community Fund and the City of San Luis Obispo Parks and Recreation
Department.
KIDVENTURE ULTIMATE SUMMER DAY CAMPS
Sinsheimer Elementary School
JULY 1 - AUGUST 9, 7 AM - 6 PM
slocity.org/parksandrecreation
Find your spark. Each week at KidVENTURE Ultimate Specialty Camps, one theme will be celebrated,
studied and practiced.
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FIREWORKS NIGHT AT SLO BLUES BASEBALL
Stadium at Sinsheimer Park
JULY 3 & 26, 6 PM
Join us on these special nights for a spectacular fireworks show immediately following the SLO Blues
Baseball game.
OLD FASHIONED FOURTH OF JULY CELEBRATION
Mitchell Park
JULY 4, 11 AM - 3 PM
slocity.org/parksandrecreation
Old Fashioned festivities include free carnival games, sweet treats and a fundraiser barbecue in
support of Rotary charities. Musical entertainment will play at the bandstand throughout the day.
6TH ANNUAL “GOLDENS IN THE PARK”
Laguna Lake Park
JULY 7, 12 - 4 PM
slocountygoldenretrievers.com
Bring your Golden Retriever out for an afternoon of fun at the park!
QUEST CAMP FOR TEENS
Ludwick Community Center
JULY 8 - JULY 12, 10 AM - 3 PM
slocity.org/parksandrecreation
Teens will take a weeklong exploration into leadership through outdoor adventures, trips, challenges
and guest presentations in and around San Luis Obispo. The exciting five-day journey embraces
leadership, teamwork and fun.
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GLOBAL GOURMET
Ludwick Community Center
JULY 9 & AUGUST 13, 5 - 7 PM
slocity.org/parksandrecreation
Enjoy this unique way to learn from local chefs in an intimate setting. After the demonstration of spe -
cialized cooking techniques and preparation methods, participants have the opportunity to indulge
in a sample of the delicious dishes prepared.
34TH ANNUAL SAN LUIS OBISPO TRIATHALON
Sinsheimer Park/ SLO Swim Center
JULY 28
slocity.org/parksandrecreation
This short course triathlon consists of a half-mile swim, 15-mile bike and 3.1-mile run.
KIDICAL MASS FAMILY BIKE PARADE
Mitchell Park
AUGUST 1 & SEPTEMBER 5, 5:30 PM
slokidicalmass.org
All rides will begin at Mitchell Park and end in the Mission Plaza. Bring a helmet and get ready to have
fun. The parade themes will be rainbows (Aug. 1) and unicorns (Sept. 5).
2013 SLOSC SUMMER CLASSIC
Various venues
AUGUST 3 - 4, AUGUST 10 - 11
slosoccer.com
The San Luis Obispo Soccer Club invites you to attend its 25th Annual Summer Classic Tournament.
This local tournament draws approximately 180 teams from both Northern and Southern California.
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MOVIES IN THE MISSION
Mission Plaza Amphitheater
AUGUST 3, 10 & 17, 7 - 9 PM
slocity.org/parksandrecreation
Free movies at the Mission provide cinematic fun in a unique outdoor setting.
VICTORIAN TEA
Historic Jack House and Gardens
AUGUST 11, 1:30 PM
slocity.org/parksandrecreation
Experience the Jack House and Gardens with a traditional Victorian era formal tea in the garden and
a guided tour of the house. Limited seating available.
JR. RANGER CAMPS
Laguna Lake Park/Sinsheimer Park
AUGUST 12 - 16, 9 AM - 12 PM
slocity.org/parksandrecreation
These fun-filled, week long camps are designed to teach young outdoor enthusiasts about many fac-
ets of the wild environment surrounding San Luis Obispo.
HUNGER WALK
St. Stephens Episcopal Church
SEPTEMBER 21, 2 PM
slofoodbank.org
Walk to support the Food Bank Coalition’s efforts
to help thousands of individuals and their strug-
gling families receive nutritious food in SLO
County. Whether you walk solo, with family and
with friends, you’ll be helping to “end hunger one
step at a time.”
THE SAVOR RUN
San Luis Obispo Mission Plaza
SEPTEMBER 29
centralcoastcancerchallenge.com
The 5K, 10K and “fastest mile” races will start and finish at the historic Mission San Luis Obispo
de Tolosa, winding through downtown. Runners are rewarded after the race with a gourmet
pancake breakfast.
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ONGOING EVENTS
SAN LUIS OBISPO SPORTS TEAMS
ART AFTER DARK
Art Galleries in San Luis Obispo
FIRST FRIDAY EVERY MONTH
artsobispo.org/artafterdark
Art After Dark is truly a treat for the art enthusiast. Visit more than 20 galleries and non-traditional art
venues as they spotlight the best established and emerging local artists, as well as the occasional
works of nationally and internationally acclaimed artists.
ADULT OPEN GYM
Ludwick Community Center
THURSDAYS, 12-2 PM
slocity.org/parksandrecreation
Enjoy playing basketball and other gym sports while meeting new people in a friendly atmosphere.
BIKE HAPPENING
Starts in Mission Plaza
FIRST THURSDAY EVERY MONTH
bikehappening.org
Join hundreds of costumed bikers in a casual ride through downtown. Whether you dust off your old
cruiser or bring out your pricey pride and joy, this ride is sure to be fun for everyone. Don’t forget to
check the website for each month’s theme.
CONCERTS IN THE PLAZA
Mission Plaza
FRIDAYS, JUNE 14 - SEPTEMBER 16, 5:30 PM
downtownslo.com
Thousands of people flock to Mission Plaza in downtown
SLO to see 15 of the area’s greatest musical groups. A
special triple-header has been added this year. Local res-
taurants provide snacks and food for hungry concertgoers,
while Firestone Walker Brewery and Edna Valley Vineyard
supply beer and wine for purchase.
DALLIDET ADOBE TOURS
Dallidet Adobe
SUNDAYS, 1 - 4 PM
historycenterslo.org
Step back in time to visit one of the oldest homes on the Central Coast, nestled in a beautiful garden
in the center of downtown San Luis Obispo.
CAL POLY SPORTS
gopoly.com
SLO SOCCER
slosoccer.com
BLUES BASEBALL
bluesbaseball.com
SLO RUGBY
slorugby.org ON
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FARMERS MARKETS
HISTORIC JACK HOUSE AND GARDEN TOURS
Historic Jack House
SUNDAYS, APRIL – DECEMBER, 1 - 4 PM
slocity.org/parksandrecreation
Specially trained in the history of the Jack Family, docents
conduct guided tours and its turn-of-the-century estate.
HISTORIC WALKING TOURS
historycenterslo.org
Download free any time with iTunes
MOONLIGHT HOURS AT
SLO CHILDREN’S MUSEUM
SLO Children’s Museum
THIRD THURSDAY EVERY MONTH, 5 - 8 PM
slocm.org
Play at the San Luis Obispo Children’s museum for free.
Whether you’re digging deep in the Caves of Exploration
or having fun at Jelly Bean Junction, there’s something
for everyone.
DOWNTOWN SLO
Higuera Street
EVERY THURSDAY, 6 - 9 PM
downtownslo.com
BROAD STREET
SLO Grange Hall Parking Lot
EVERY TUESDAY, 3 - 6 PM
slocountyfarmers.org
MADONNA RD
Cost Plus World Market Parking Lot
EVERY SATURDAY, 8 - 10:30 AM
slocountyfarmers.org
LONG STREET
3889 Long Street
EVERY SUNDAY, 10 AM - 2 PM
sloccfm.com
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SATURDAYS AT THE GARDEN
San Luis Obispo Botanical Garden
SECOND SATURDAY EVERY MONTH, 1 – 3 PM
Speakers cover a wide range of topics from plants structures to sustainable garden design. This
monthly educational program provides activities for children during the adult program.
RANGER-LED HIKES
City Open Space
SUNDAYS, 1 PM
slocity.org/parksandrecreation
Join a City Ranger for hikes of beautiful local open spaces. Hikers learn about geology, vegetation
and wildlife.
SLO SKATE PARK FRIDAY NIGHT SKATE
Santa Rosa Park
FRIDAYS, DUSK - 10 PM
slocity.org/parksandrecreation
Come to the SLO Skate Park and enjoy some nighttime skate fun.
STORY TIME AT SLO LIBRARY
San Luis Obispo Public Library
Preschool (Ages 3 – 6)
Tuesdays, 10:10 AM
Toddler (Ages 0 – 3)
THURSDAYS, 10:10 AM
slolibrary.org/programs.htm
Kids love story time. This SLO library program is just right for toddlers and preschool-age children,
and offers a great way to teach them the magic of reading.
YOUTH OPEN GYM
Ludwick Community Center
SUNDAYS, 12 - 4 PM
slocity.org/parksandrecreation
Enjoy playing basketball and other gym sports while meeting new people in a friendly atmosphere.
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facebook.com/SLOhappenings
STAY UP-TO-DATE ON ALL THE
FUN EVENTS HAPPENING IN SLO!
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This file is intended for design presentation, visual review, and
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of all visual and written elements related to this project.
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EVENTS PROMOTION
Funding Request Questionnaire
1. Provide a brief description of your organization and its cause.
The San Luis Obispo Railroad Museum (http://slorrm.com/) is a community organization comprised of rail fans
and historians. The organization was established over 20 years ago with the primary purpose to establish a
year round railroad museum in SLO that focuses on the railroad history of San Luis Obispo and the surrounding
Central Coast region. The hard work of the past two decades will finally be rewarded this October when the
SLORRM has it official Grand Opening the second weekend of October. The SLORRM will be housed in the City
owned Freight House in the Historic Railroad District. The Central Coast Railroad Festival (http://ccrrf.com/# )
is an annual series of events which primarily will takes place every October but offers special events and rail
excursions throughout the year. The Festival celebrates railroading’s history, future and fun while casting an
eye to regional tourism in general. These two entities will be working together again throughout 2013 to
jointly promote the concurrently scheduled SLORRM Grand Opening and 5th Annual CCRRF.
2. If you are a for-profit organization, do you give a percentage of your income to a local charity?
The SLORRM is a 501c-3 nonprofit organization. All of its income to date has been retained and used for the
creation of the museum and its exhibits and programs which will benefit the local citizens and visiting tourists.
The CCRRF is not a nonprofit organization, although the Festival, at best, breaks even on its October events.
The Festival is designed to benefit all the (mostly nonprofit) partnering organizations that participate with its
events. The Festival creates a format to involve and promote these various railroad, history and educational
organizations.
3. Provide the name and a brief description of your event and the date it is scheduled.
The Central Coast Railroad Festival will take place October 10-14, 2013. The Festival offers up to 50 programs,
displays, concerts, films, seminars and excursions during the weekend at up to 10 different locations.
After its Grand Opening during the second weekend of October 2013 the SLORRM will be open on a regular
schedule for the general public and will offer special events from time to time. Brief descriptions of both
organizations and their activities are available on our websites.
4. Is this a first year the event takes place?
This will be the fifth annual CCRRF.
The SLORRM has been presenting fundraising and freindraising events for the past ten year. The permanent
museum will open later this year.
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5. If your event is older than a few years, who has traditionally attended the event and where did people come
from? (Please reference how you established the data.)
The audience for the CCRRF and the SLORRM is basically one in the same. This group includes railroad
enthusiasts and members of the general public. Our exhibits and activities are of interest to person from 1
year old to 100+ years old regardless of ethnic background. Families are especially attracted to our offerings.
The majority of attendees to date have been from SLO County and Santa Maria. The out of town visitors are
growing in number and travel primarily from Southern California and the Central Valley. Out of state rail fans
are in the mix and that subset of our audiences will continue to grow with your help! Our basic data has been
developed from audience surveys and correspondence as well as from online ticket sales and hotel reports.
6. What is the objective you hope to achieve with the event?
We want to entertain and educate the public with railroad actiities and displays. We plan to continue to
expand our sphere of influence and size of crowds. As local citizens ourselves we are also interested in the
benefits (financial and cultural) our efforts yield for our local businesses and citizens as well as for our visiting
tourists.
7. Define your short-term goals for the event (1 to 3 years).
See #6 answer. Both the CCRRF and the SLORRM seek to expand our programmatic offerings and frequency of
events. Once opened, the SLORRM wants to continue to increase the number of hours it is open to the public
every week/month.
8. Define your long-term goals for the event ( 4– 10 years).
See #6 and #7 answers. Longer term goals are to strengthen the organizations by growing audience, budgets,
membership and volunteer pools. Paid staff and expanded marketing budgets are sought too. With time we
hope to further develop our partnerships with other regional railroad and history organizations as well as with
tourism eventies such as the TBID and PCC.
9. Who is your target audience?
I don’t think that we want to exclude anyone in this regard. Rail Fans, families, seniors and children are all
important to us. Railroading has a universal appeal!
10. Where is your primary and secondary target market?
Primary: Central Coast residents Secondary: California residents
Additional: Tourists and Rail Fan from across the USA and the World
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11. Define the reason why you are seeking funding support.
Your financial and professional help with allow our organiztions, events and offering to grow. Your help will
allow us to do our part in enhanceing the quality of life for SLO Residents while attracting tourists and tourism
dollars to SLO.
12. Do you sell tickets or is it a free event?
Most CCRRF and SLORRM events are free. The CCRRF does charge for excursions and certain events like
concerts and films. Some of the SLORRM have been fundraisers
If tickets are required, please provide the price range. $2 for a speeder ride to $59 for a rail excursion.
13. Why do you think the City of San Luis Obispo should invest in your event?
A) To enhance the local culture and elevate the quality of life for city residents and visitors.
B) To help our organizations attract more out of town guests who, in turn, will increase local sales and
therefore increase sales tax, TOT and TBID income.
C) Our events attract media attention on the regional, statewide and national level which will indirectly
promote the City of SLO.
14. How much funding are you looking for?
In past years the PCC has provided promotional funding to the SLORRM/CCRRF up to $8,500. We believe that
we could prudently invest up to $15,000 cash this year to effectively launch the SLORRM by promoting its
Grand Opening as the major component of the 2013 CCRRF. As in the past, your advertising funding would
help purchase regional print ads, regional TV spots, statewide magazine ads, Central Valley and Southern
California newspaper ads as well as print poster, rack cards, programs, etc. 2013 purchases could be
expanded to include national rail and tourism magazines.
Your committees would be best equipped to determine the appropriate level of “in -kind” TBID support
available from your directives to Rosetta, Visit SLO County and the SLO Chamber. I really don’t know how you
quantify that type of marketing help for local events and attractions. In 2011 the TBID committee granted
$5,000 of in-kind help from Level Studios and they put together a little two or three week campaign leading up
to the Festival and SLORRM Open House. Given that you will be helping to establish the SLORRM as an
ongoing, year round destination attraction in SLO I would think that you might want to give this effort a real
push this year. Is $25,000 in in-kind help too much to ask for?
I believe that the TBID has helped once a year events like Sunset Savor, the SLO International Film Festival and
the SLO Marathon with in-kind marketing and media support. I would think that the CCRRF with its ongoing
activities and a SLO Railroad Museum open to the public year round will attract as many, if not more,
individuals and room nights through the course of a year as the once a year events like Savor, the SLOIFF or
the SLO Marathon.
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15. Have you requested funding from other organizations/entities?
The SLORRM has been awarded grants from the Hind Foundation and the Ludwig Foundation to fund the
construction and development costs at the Freight House. Numerous individuals have also donated to the
SLORRM or provided in-kind materials and services. The SLORRM has obtained PCC marketing funds in the
past.
The CCRRF involves sponsors with the Festival which have included Amtrak, Union Pacific, Rabobank, The
Santa Maria Valley Railroad and other regional companies. It has received substantial support from various
regional newspapers, television stations, the Pismo LBID, the SLO Chamber and Visit SLO County.
15. By when will you need the funding?
We would like your commitments to help ASAP. The actual dollars could come later this summer or in the
early fall. Of course, this is academic for the TBID in-kind help which could (should) start immediately.
16. If you receive funding through the City, you will be required to provide a final report including data about
your audience and event supporters. This will likely require a post-event survey. How will you go about
implementing this request?
A financial report will not be a problem. Our organizations would look for guidance from your organizations as
well as help from Rosetta and possibly Cal Poly marketing and tourism classes to develop a survey program.
17. Please provide any additional information you would like to share.
We believe that our organizations are very good at creating and managing attractive and compelling events.
The SLORRM has the expertise to develop a first class railroad museum. Our organizations are also equipped
to garner substantial local media exposure which will draw the regional attendees. Furthermore, both the
SLORRM and the CCRRF will be able to effectively promote through the large, national electronic media
network developed by and for railroading enthusiasts.
Our funding resources and media contacts and capabilities fall short when trying to reach and attract the
general public and prospective tourists that live outside SLO County. These are the areas where the PCC and
TBID can help us and, in turn, help expand tourism and attendance for our events and museum as well as for
the City of SLO in general.
We believe that special events and special attractions are real drivers for the tourists’ attention and
attendance. A partnership between the TBID, PCC, SLORRM and CCRRF can be a win, win for all of us.
Please review out websites if you have time. We look forward to answering any question you might have
when we meet with your joint committee.
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Final Report Guidelines
Organization: ___________________________________________
Event Dates: ___________________
The report must consist of the following:
Administrator’s Report: A brief synopsis of the activities of the reporting period. This
should include a statement describing activities, services, or programs provided, and any
changes that have occurred during the reporting period.
Statistical Survey: Include the number of participants in the organization’s ongoing
activities and/or events. Survey should also include, to the best of your ability, the
demographic make-up of participants, i.e., residents, non-residents, and age groups (youth,
teens, adults or senior citizens), and the source the data is based on.
Financial Report: A financial statement that details how the City’s grant monies have been
expended.
Recognition: Provide proof of your organization’s acknowledgement of the City’s support
in your promotional materials and how you integrated City Tourism into your overall
campaign. Any type of reports that show traffic and leads generated to City Tourism should
be submitted.
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2013 Marketing, Publicity & Promotions Plan for the
Grand Opening of the San Luis Obispo Railroad Museum
And the 5th Annual Central Coast Railroad Festival
October 10-14, 2013
The SLORRM and the CCRRF will jointly promote their interrelated events in early October 2013. There is a
continuing synergy growing between these two organizations and we believe that the collaboration of their
activities and promotional efforts will elevate the exposure for both. At the same time the City of SLO will emjoy
increased visibility to our target audience as well as increased tourism visits and overnight stays in local hotels. We
look forward to your committees’ help and input for our marketing and publicity plans. We look forward to
coupling our expertise with museum develop and the festival creation with your committees’ access to professional
marketing expertise and tourism marketing funding. After receiving your commitment and suggestions this plan
will be refined. We look forward to working with Ryan at Rosetta and Bentley Murdock, the City’s new Social
Media Ambassador.
Below is a broad list of the media and rail entities we plan to work with over the next six months. All of them (and
more) will be accessed for editorial content and event listings and some will receive advertising dollars. Our
organizations have been utilizing many of these avenues already and the Grand Opening of the SLRRRM will
allow us to access the rest. Utilization of these media resources will continue after 2013. The SLORRM and
CCRRF are planning several activities leading up to the Festival and Grand Opening which will garner substantial
media attention prior to October. Those include a National Train Day (May 11) open house – sneak preview at the
Museum and monthly rail excursions sponsored by the CCRRF.
We want to thank you for past PCC and TBID funding and promotional help.
Statewide Magazines:
AAA Westways (So Cal) Ads and listings here have been very effective in the past (3.5 million subs)
AAA Via (Nor Cal) - event listings and possible editorial
Trains Magazine – ads, editorial and possible event sponsorship (93k circulation)
Model Railroader Magazine – ads and editorial
National Model Railroad Association (National Organizations and Regional chapters)
(National Magazine – ads and editorial, Listings and Editorials in newsletters and online)
Sunset Magazine – calendar listing and possible tie ins with Sunset Savor events and cross promotions
Statewide Newspapers:
Bakersfield Paper & Fresno Bee (VisitSLOCounty co-op ad and editorial)
LA Times - editorial and possible print or website presence
Orange County Register - editorial and possible print or website presence
San Francisco Chronicle - editorial and possible print or website presence
TV & Radio:
KCOY & FOX11 – past CCRRF media sponsors – ads, promotions and local news coverage
KSBY – local news coverage
LA, Fresno and Bakersfield TV with your help!
“Let’s Talk Train” radio show
Railroad Museum & Organizations: We will utilize their publications and online vehicles
Southern Pacific Historical &Technical Society - Quarterly magazine and access to member base
Union Pacific Historical Society - access to member base
National Assoc. of Rail Passengers – listing and possible ad in monthly newsletter to 25k members
RailPAC (California Rail Passengers Assoc.) Steel Wheels bi-monthly magazine in Amtrak Stations (4,500 cir.)
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(Also weekly broadcast emails to its statewide member base.)
National Model Railroad Assoc. – Magazine (15k circulation) for listing and ad and website
(20k members across the US)
Train Orders – national RR website and blog
Train Talk TV – national RR website – event listings and videos
SLOCOG – County government organization – handled local transit development
(also its Car Free SLO – will cross promote with them)
Amtrak California – CCRRF sponsorship, help with in station promotions – inclusion in quarterly publication
Union Pacific – CCRRF sponsorship and presence on its website
(It proclaimed SLO as a “Train Town USA” in 2012 and sent out a national press release
Santa Maria Valley Railroad & its “Friends” organization
CalTrans (rail division) – inclusion in its newsletter
We cross promote with Railroad Museums in Santa Barbara and Fillmore – the National RR Museum Assoc.
Local Promotional Partners:
Maggie Cox of Barnett Cox has offered to help with a national publicity and media campaign
San Luis Obispo Railroad Museum – website and mass emails
Model Railroads of Southern CA – great help in reaching the modelers in So Cal:
(They reach 9,000 interested modelers via email including 3,000 in SoCal – Plus the chairman has an e-
mail list of nearly 4,000 persons interested in railroad and model railroad in SoCal.)
South County Historical Society
History Center of SLO County
Visit San Luis Obispo County (VCB) - CCRRF is a member and VCB has been very helpful in the past!
(listings, web presence, inclusion in outgoing messaging, etc)
SLO City Chamber – Visitor Center and outgoing tourism and events press releases (Their 2009 press release
garnered a photo and short story on the CCRRF in the SF Chronicle’s Travel Section!)
Paso and SLO Wine Associations – promotional tie ins with rail excursions
Statewide Promotional Help: (General Tourism)
Visit California – listings and editorial in their online presence and possibly in their yearly publication
Central Coast Tourism Council – listings of events
CCRRF & SLORRM Publicity and Online Vehicles
CCRRF – Website, Facebook Page, comprehensive regional press contacts
SLORRM – Website, YouTube Channel & Facebook Page
Preliminary Proposal for Out of Market Tourism Advertising Expenditures:
$1,000 – Trains Magazine
$1,500 - Westways Magazine
$1,000 - VIA Magazine
$ 250 - NARP newsletters (CA)
$ 750 – NMRA Magazine (National) (15k circulation – 20k members)
$1,000 – Fresno and Bakersfield newspaper ads (thru VSLOC)
$3,000 – newspaper display ads in travel sections and/or web banners (LA or Orange County)
$5,000 – TV (Santa Barbara – LA and/or Central Valley)
$1,500 – rack card & poster production and distribution at CA Welcome Centers, Statewide Amtrak Stations, etc.
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$15,000 Total
+ Corporate sponsors dollars could leverage buys with regional media sponsor such are KCOY/FOX, the Tribune,
local radio and magazines.
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Community Promotions
Events Subcommittee
Meeting Minutes
Tuesday, May 28, 2013 - 4:00 pm
CALL TO ORDER: Commissioner Hutton
PRESENT: Patel; LeMiuex; Palazzo
STAFF PRESENT: Molly Cano, Tourism Manager Commissioner Hutton Call to Order at 4:02 pm
PUBLIC COMMENT No public comment.
BUSINESS ITEMS
1. SLO JAZZ FESTIVAL Scott Andrews of SLO Jazz Festival presented to the committee the plans for 2013. Andrews acknowledged the advice and recommendations from the committee last year as he created the plan for 2013. The event is planned for September 28, 2013 at Mitchel Park. This year the event will be a ½ day festival from around 3-8pm and is expected to draw around 1000 people to the event. The ticket price is set for $30 per person. The request was for $15,000 for the media support. The committee considered the request and asked staff to follow up with the following questions:
• Date adjustment to October 12 or August 24- as to not interfere with other major City sponsored events
• And a reconsider funding request. The committee cannot recommend funding the media portion of the budget which is larger than 30% of the total event expense budget.
2. CENTRAL COAST RAIL ROAD FESTIVAL & MUSEUM The committee continued the consideration of funding support for the Central Coast Railroad Festival and Museum for the 5th annual festival and the grand opening celebration of the museum in October 2013. The committee agreed that it was important to support the opening of the museum and that the museum would be an addition to the area for both the community and visitor appeal.
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Committee Recommendation: TBID: $5,000 / PCC: consider matching the funds from the TBID
3. RFP FOR EVENTS PROMOTION Item tabled to the next subcommittee meeting. 4. SUBCOMMITTEE MEETING SCHEDULE
The committee will discussed the reoccurring meeting schedule and approved moving the
meeting to 11:00 am on the fourth Tuesday of the month.
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