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Home My WebLink About07-10-2013 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. Agenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, July 10, 2013 5:30 p.m. Regular Meeting Council Chambers 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 June 12, 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 PRESENTATIONS 1. CITY WAYFINDING UPDATE 10 min Michael Codron, Assistant City Manager, will update the committee on the Council’s recent action regarding the City’s Wayfinding Program. 2. QUARTERLY REPORT BY CONTRACTOR 20 min Verdin Marketing will present the 2nd quarter (April - June) brochure report and the SLO Chamber of Commerce will present the 2012-13 year-end reports. BUSINESS ITEMS 1. EVENTS PROMOTION 15 min The subcommittee members will report on the joint-subcommittee meeting and discuss the funding request for the 2013 Jazz Festival in October. 2. 2013-14 CONTRACTS 20 min The committee will review the contracts for 2013-14 as considered during the budget discussion in June 2013. 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 June 12, 2013 3. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on July 3, 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, June 12, 2013 5:30 pm Courtyard by Marriott CALL TO ORDER: Chair Jill LeMieux PRESENT: Fidler, Cox, Franciskovich, Palazzo STAFF PRESENT: Molly Cano, Tourism Manager Chair LeMieux called the meeting to order at 5:37 pm PUBLIC COMMENT No public comment. CONSENT AGENDA ACTION: Moved by Cox /Palazzo to approve the consent agenda as presented. Motion carried 5:0 BUSINESS ITEMS 1. SLO HAPPENINGS BROCHURE REVIEW Representatives from Verdin presented the draft of the 3rd quarter events brochure. The committee discussed criteria for inclusion of the events brochure due to the request of City programs and non-City programs to be included in the brochure. The committee agreed that for events to be included in the brochure the events or activities should be of an events style either ticketed or free to the public and open to the general public. This would exclude class style programs that may or may not require advanced registration and may or may not be on on-going bases. Verdin also updated the committee on the events magnet projects noting that they will be delivered to the City next week. 2. EVENTS PROMOTION The subcommittee members updated the board on the actions and discussions at the Events Promotion subcommittee meeting. The committee discussed funding the Central Coast Railroad Festival & SLO Railroad Museum Grand Opening on October 12, 2013. The subcommittee recommended supporting the event at the $5,000 sponsorship level as DRAFT C.1-1 Promotional Coordinating Committee Minutes Page 2 also considered by the TBID. The committee discussed the event and received additional comments from Curtis Reinhardt, Festival Director. ACTION: Moved by Palazzo/ Franciskovich to sponsor the Central Coast Railroad Festival & SLO Railroad Museum Grand Opening at the $5,000 level. Motion carried 4:0:1 Abstention: Cox 3. 2012-13 BUDGET STATUS The committee reviewed the budget status and discussed options for the budget allocations for the remaining 2012-13 funds based on the programs already recommended for 2013-14. ACTION: Moved by Fidler/ Cox to allocate the remaining $3,215 for the advanced payment of the PCC’s portion of the SAVOR 2013 funding. Motion carried 5:0 4. 2013-14 GIA LIAISON ASSIGNMENTS The committee reviewed the recommended recipients for the 2013-14 GIA funding and assigned the committee liaisons to each event. COMMITTEE COMMUNICATION Molly Cano presented the Tourism Program Update. Cano highlighted Council’s consideration for increased funding to expedite the Wayfinding Signage Program over the next 5 years. Cano also updated the committee on the Style Guide status as funded through the PCC. A full report would be provided once the guide was complete. Cano reported, to date Roll out the Barrels has sold over 60 hotel packages for the wine passport weekend. The partnership has been successful for the City and SLO Wine Country. The TBID’s ShareSLO Street Team will be a part of the event over the weekend and will report on social media networks and the ShareSLO blog. Finally Cano reported that on July 2nd the City Council would be considering the approval of the overall Community Promotions program including PCC and GIA recommendations. Cano encouraged the committee to attend the meeting. Meeting adjourned at 6:26 pm C.1-2 Community Promotions Budget 2013-14 Budget 2012-13 Amount Budget 386,500$ 2012-13 Carry Over -$ Total Budget 386,500$ Expenditure Last Updated 7/3/2013 Expenditure Committed Contracts Other Expenditures Available Balance Contractor Grants-in-Aid Program 115,004$ 25,000$ 90,004$ -$ City Administration Events & Activities 80,000$ 32,000$ 6,785$ 41,215$ City Administration Visitors Center 95,000$ 95,000$ -$ Chamber of Commerce PR Contract 60,000$ 60,000$ -$ Chamber of Commerce Downtown Maps 7,500$ 7,500$ Chamber of Commerce Beautification 4,000$ 4,000$ Chamber of Commerce/sign Support Cost 4,996$ 4,996$ City Administration Administration 20,000$ Total 386,500$ 212,000$ 96,789$ 57,711$ Remaining Balance 57,711.00$ C.2-1 Report to City of SLO- PCC Committee Public Relations Contract June Report 2013 Media Releases: Continue to distribute both the Roll Out the Barrels release as well as the Bubble Gum Alley as 8th Wonder of the World promotion release. Created release for Farmer’s 30th anniversary celebration and sent to CA newspapers and magazines. Working on release to promote SLO in the “Best of the Road” competition again this year, hoping to win “Friendliest Town.” Wrote and distributed release about 2013 Pride Week and signature event Pride in the Plaza. Media Contacts: Finished hosting freelance travel writer who writes for publications from AAA to Afar to Travel + Leisure and Smithsonian as well as a few airline magazines. Roger Toll was in town both Sunday, June 8th and Monday, June 9th. Hosted German Travel Editor- Hermann Low- with Lust Auf Seeluft, a german travel magazine. Working with Westways to include fall events- focused on Harvest Fest and Festival Mozaic’s Winter Series. Was on KGO in SF live with radio host John Hamilton, interviewed about traveling to SLO this summer from Bay Area. Working with editor from Phoenix Magazine on a trip to the Central Coast- working out details currently. C.3-1 Submitted Avila Beach’s dog friendly beach to the Pet Channel for a segment on places to take Fido this summer. Submitted Doc Burstein’s Ice Cream lab for article in Smarter Travel about unique ice cream shops- plugging the new SLO location. Followed up with Mercury News on Farmer’s 30th coverage. Supplied content and photos for article about SLO in Country Living Magazine. Continue to work on building and growing contact lists as well as establishing contacts at key media outlets. Worked with Travel Nerd for online story- http://www.nerdtravel.com/2013/west- coast-road-trips/ Worked with German newspaper- Weld Am Sonntag- on story about Madonna Inn. Worked with writer for PeterGreenberg.com on trip to SLO- sent content and images for article. Article in Examiner, results from Molly Cano’s Pet Friendly Media Visit with VCB- http://www.examiner.com/article/san-luis-obispo-county-enjoying-the-sights-with- a-dog-tow Working on setting up filming in the coming month to gather some b-roll images in hi-def. Continue to work with the City and Rosetta on the Share SLO campaign and assisting the new SLO Ambassador, Bentley Murdock, when possible. C.3-2 Grants- in-Aid Marketing Support- June 2013 Report 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: Underway wtih outreach for next cycle. C.4-1 Visitor Services Contract Report June 2013 Highlights from June in the Visitor Center: • Promoted San Luis Obispo Concours • Promoted Summer Concerts in the Plaza • Promoted & Sold Tickets for Roll out the Barrels • Fielded many calls and bookings for Cal Poly Graduation • Hired two new staff members for the VC- Diane and Tim SLO events promoted through Visitor Center: Central Coast Railroad Wine Rail Excursions SLO Brew Concert Series SLO Little Theatre's Incorruptible Songwriters at Play Showcase SLO Botanical Gardens presents Bee Keeping Basics Cal Poly Arab Music Ensemble Spring Concert Art After Dark Thursday Night Farmers Market Line-up Woods Humane Society's Firecracker Boogie Dana Adobe Summer Lecture SLO Museum of Art Exhibit - Tyranny of Beauty SLO Blues Baseball Games Tolosa Winery Food Truck Friday Circus Varges SLO Little Theatre's UBU'S Other Shoe Readers Theatre Concerts in the Plaza SLO City Public Art Exhibit Ceremony SLO Brew presents Jeff Bridges The History Center presents the Native Baskets Lecture The Artisan Guitar Ensemble SLO Blues Society Present: The Code Blues Band Big Brothers Big Sisters Big Event SLO Children Museum Bee Event Court Street Summer Jazz Monthly Visitor Center Interactions: June 2013 May 2013 June 2012 Visitors in center: 6,209 5,491 6,167 Phone calls: 641 521 464 Emails: 127 166 152 Calendar of Events: Events entered into calendar this month: 61 Events in the June calendar: 82 Promotional Product Sales: Visitor Guides: 41 City Maps: 62 Promotional Product Giveaways: CalPoly Math & Science-Learning Workshop 100 Tear off Maps, 25 Visitors Guide & Events Brochure Report – June BROCHURE During the month of June, we finalized all event listings with event organizers and completed the brochure design for presentation to the PCC. Final revisions were made and the brochure was uploaded to Issuu for programming on the city’s website. For the month of June, the current digital brochure (Apr-Jun) received 863 reads (up 10% from May) and 1,474 impressions (up 8% from May). This increase in readership is notable, as past issues have typically seen less reads and impressions than the prior month during the last month of the brochure’s cycle. ADVERTISING Our advertising campaign continued through the month of June and received the below results: *Online advertising has a national average click thru rate of 0.02% SLO Chamber Kiosk Total pageviews: 2,492 Event section views: 234 SOCIAL MEDIA We continued to 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 also continued to coordinate efforts with the ShareSLO Facebook page by sharing many of their posts to gain a wider audience for both pages. During June, we gained 539 additional likes, which brought our total likes to 8,982. Our average weekly reach was 17,738, which is the number of unique people who saw any content from our page. Media outlet Impressions Clicks Click thru rate VisitSLO.com 15,503 229 1.48% Facebook 84,028 1,042 1.37% SanLuisObispo.com 25,752 77 0.29% FACEBOOK ACTIVITY 0 2000 4000 6000 8000 10000 No v - 1 1 Ja n - 1 2 Ma r - 1 2 Ma y - 1 2 Ju l - 1 2 Se p - 1 2 No v - 1 2 Ja n - 1 3 Ma r - 1 3 Ma y - 1 3 Likes C.6-1 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$ 486,850$ 2.3%71.7 -2.7 118.03$ May 435,516$ 393,431$ 372,997$ 433,874$ 447,116$ 470,414$ 5.2%69.5 1.6 118.35$ 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$ 4,948,064$ 5.8%67.10 113.17$ * May TOT figure incomplete * figures from Smith Travel Research report Occupancy C.7-1 Community Promotions -- Events Subcommittee Meeting Minutes Tuesday, June 25, 2013 - 11:00 am CALL TO ORDER: Commissioner Hutton PRESENT: Patel; Rizzo; Palazzo STAFF PRESENT: Molly Cano, Tourism Manager Commissioner Hutton Call to Order at 11:05 am PUBLIC COMMENT No public comment. BUSINESS ITEMS 1. SLO JAZZ FESTIVAL Scott Andrews of SLO Jazz Festival presented to the committee the revised plans for 2013 as follow up from the feedback provided by the committee during the May meeting. The event is now planned for October 12, 2013 at Mitchel Park. The revised sponsorship request was for $8,000 - $10,000 for the media support. Andrews also requested that the committee agree to an exclusive partnership with SLO Jazz Festival and not support the funding of alternate festivals of the same genre during the sponsorship of the Jazz Festival. The committee considered the request for funding, acknowledged the date change, and discussed the exclusivity request. Ultimately the committee was not comfortable with the exclusivity request and would not recommend that aspect to the PCC and TBID. As for the funding request, the committee agreed that the event was a good addition to the City promotional offers. Committee Recommendation: TBID: $4,000-$5,000 / PCC: $4,000 - $6,000 based on the TBID funding and would consider matching the funds from the TBID 2. COLOR RUN The committee received information from staff on a potential new event coming to the City of SLO. The event is not confirmed and a sponsorship request has not been submitted for the committee’s consideration. 3. RFP FOR EVENTS PROMOTION The committee reviewed the proposed events RFP. They discussed the initial intention of the RFP function and how the revised process might be best for the TBID and PCC. The committee recommended moving toward the applications review on a quarterly basis with the application remaining open year-round. The committee also reviewed the application and directed staff to streamline the application to make it less open-ended and more direct based on what items are B.1-1 most relevant to the TBID and PCC for consideration of funding. Based on this process, the subcommittee meetings would be held quarterly starting after the July meeting and on an as- needed basis throughout the alternating months to accommodate last minute event funding opportunities. B.1-2 Tourism Business Improvement District Meeting Minutes Wednesday, June 12, 2013 10:00 am Courtyard by Marriott, San Luis Obispo CALL TO ORDER: Vice Chair Dean Hutton PRESENT: Walker, Wilkins, Patel STAFF PRESENT: Molly Cano, Tourism Manager Vice Chair Hutton called the meeting to order at 10:03 am PUBLIC COMMENT The Board received public comment from Mark Landon from the Nature Corps. Landon shared a recent article from the Motley Fool newsletter regarding the Vail Resorts new summer program, Epic Discovery. Landon noted the similarity between the experience Vail was designing and the Nature Corps Volunteer Vacation program with the TBID. CONSENT AGENDA Staff noted an edit on the TOT report that occurred after the release of the agenda and reports. TOT collection for April was $486,850. The revised TOT collection amount for April will be reflected on the next TOT report. ACTION: Moved by Patel/Walker to approve the consent agenda with the revision to the TOT collection report. Motion carried 4:0 BUSINESS ITEMS 1. MARKETING / ADVERTISING PROGRAM PLAN Ryan Allshouse, Freya Wilkerson, and Doug Klein from Rosetta Marketing presented the year-in-review report for 2012-13 and the marketing plan for the TBID for the 2013-14 year. The presentation included the organizational changes Rosetta has made growing from Level Studios to being acquired by Publis as Rosetta. The year-in-review report highlighted the results from the TBID’s marketing efforts which included nearly 175,000 people who visited the site up over 11% year over year and duration on the site up 14%. Rosetta optimized the media expenses by reducing the media buy while growing traffic which resulted in a 47% decrease in cost per click conversion. Mobile traffic to the site made up 30% of total traffic up from 19% the prior year. The direct traffic to the site was up 92%, organic search traffic was up 75%, and inbound referrals were up 6% which concludes that word of mouth is growing the overall DRAFT LRC.2-1 Tourism Board Improvement District Minutes Page 2 traffic to the site. ShareSLO campaign launched in 2013 which can be attributed to the organic growth and over 102% increase in social site referrals to SLO Vacations.com. The ShareSLO blog has launched and the community phase of the movement has begun. In 2013-14 Rosetta proposed that the TBID pursue a media, web, events, and social strategy. With the annual budget of $600k for TBID Marketing, Rosetta plans to continue to optimize all areas of media and services, while attempting to optimize results in creative and effective ways. Rosetta shared the budget breakdown with the TBID Board. The Board requested that as the results from the strategic plan process are realized that Rosetta work with that tool to adjust the marketing plan if needed. ACTION: Moved by Walker/ Wilkins to accept the marketing plan as presented by Rosetta for the 2013-14 fiscal year. Motion carried 4:0 2. VISIT SAN LUIS OBISPO COUNTY Vice Chair Hutton asked staff to review the decisions and direction from the TBID Board to date on this funding item. Cano presented a synopsis of the decisions from June 2012 until the present. The executive director from Visit San Luis Obispo County, Stacie Jacob, presented an overview of the new website and announced that it was live. The Board requested that Visit SLOC work with Rosetta for a standing image of the logo as the place holder for properties that do not have an image loaded. Wilkins requested the functionality of rotating the hotel listings instead of listing in alphabetical order. Public Comment was received on this item from a lodging constituent in support of the rotating listing as opposed to the alphabetical listing. ACTION: Moved by Walker/ Wilkins to release the membership funds for Visit San Luis Obispo County for 2012-13 year. Motion carried 3:1 Opposed by Patel 3. STRATEGIC PLAN CONTRACTOR Vice Chair Hutton asked staff to provide an overview of the proposals received for the Board’s consideration. Staff reviewed the scope of work, proposals received, fee associated with each proposal, and the response from the reference checks. The Board discussed each proposal for feedback from the Board members. Public comment on the proposals was received from Rosetta to specify the changes in the Coraggio proposal within the revised submission. Vice Chair Hutton addressed the changes in the proposal and noted their revised submission was more in line with the Board’s original scope of work. ACTION: Moved by Patel/ Walker to select Coraggio Group for the strategic plan and retreat facilitation for the TBID in the amount of $25,000. Motion carried 3:1 Opposed by Wilkins 4. EVENTS PROMOTION The subcommittee members reported on the May 28, 2013 joint subcommittee meeting. Vice Chair Hutton presented the recommendation from the subcommittee for the support of the 5th annual Central Coast Railroad Festival and the Grand opening of the Railroad Museum to support the event with $5000 sponsorship to be used to support the out of area marketing and advertising expenses. Hutton reported LRC.2-2 Tourism Board Improvement District Minutes Page 3 that the PCC would also be considering the event funding to match the sponsorship of the TBID. The Board received public comment on the item from Curtis Reinhardt the festival director. Reinhardt noted that the museum would open in October to the public and the however the benefit of the museum would be year-round with visitors to the train museum. ACTION: Moved by Wilkins/ Patel to fund the 5th annual Central Coast Railroad Festival and the Grand Opening of the Railroad Museum up to $5000 for out of area marketing and advertising support. Motion carried 4:0 COMMITTEE COMMUNICATION HOTELIER UPDATE Cano reported that the Downtown Travelodge had recently changed its name to The Avenue Inn and was under new management. PCC Update Cano reported on the budget direction taken by the PCC in May to reallocate funds within the PCC budget to fully fund the contract request from the Chamber of Commerce. More details on this decision can be found in the May minutes of the PCC. TOURISM PROGRAM UPDATE Cano presented the Board with the opportunity to participate in the 2013 Los Angeles media event with Visit California. This public relations opportunity would bring about 45 California delegates and about 75 key LA area media together for a reception on the Hollywood Roosevelt Hotel on September 25, 2013. The anticipated cost to participate in the event would be $2000 to include event registration, tradeshow items, lodging for one night for the Tourism Manager, and travel expenses. ACTION: Moved by Patel/Hutton to allocate $2000 to the participation and expenses in the Visit California Los Angeles media event. Motion carried 4:0 Molly Cano then presented the tourism program update. Cano provided the Board with information on the Seven Sisters Music Festival taking place July 12-13 at El Chorro Regional Park. The event organizer is seeking lodging support for the event. Due to the delay in the request this year, it was not an opportunity the TBID Board could consider this year. The event has a lot of potential and it is recommended that the TBID consider supporting the event in the future. The event is currently seeking lodging partners to accommodate 10-15 donated (in-kind) rooms. In return for the property's in-kind offer, the event will offer two, 2-day tickets for each room donated, and also include the lodging property and their description with a link to their website on the event's website, www.SevenSistersFest.com. The event refers interested attendees to this page of the website for lodging information. The event will also have a "Main News Wrap" with The Tribune and will feature supporting properties there. Cano will distribute information to TBID members next week. Cano reported, to date Roll out the Barrels has sold over 60 hotel packages for the wine passport weekend. The partnership has been successful for the TBID and SLO Wine Country. The ShareSLO Street Team will LRC.2-3 Tourism Board Improvement District Minutes Page 4 be a part of the event over the weekend and will report on social media networks and the ShareSLO blog. Finally, the Central Coast Tourism Council will be seeking member participation in the 2013-14 Board elections. Molly Cano is nominated to maintain the board seat and San Luis Obispo CCTC members are encouraged to vote. Meeting adjourned at 12:08 pm LRC.2-4