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08-14-2013 PCC Agenda Packet
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. Agenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, August 14, 2013 5:30 p.m. Regular Meeting Council Hearing Room 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 July 10, 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. CITY STYLE GUIDE & BRAND STANDARDS MANUAL 30 min The committee will review the status of the City Style Guide & Brand Standards Manual for recommendation to City Council. 2. EVENTS PROMOTION 30 min The subcommittee members will report on the joint-subcommittee meeting and discuss the event results and funding request for: Roll out the Barrels, Remnants of the Past, and SLO Marathon. 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 July 10, 2013 3. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on August 8, 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, July 10, 2013 5:30 pm at City Hall CALL TO ORDER: Chair Jill LeMieux PRESENT: Fidler, Cox, Franciskovich, Palazzo, Pearce STAFF PRESENT: Molly Cano, Tourism Manager Chair LeMieux called the meeting to order at 5:31 pm PUBLIC COMMENT No public comment. CONSENT AGENDA ACTION: Moved by Cox/Palazzo to approve the consent agenda items C1, C2, C6, C7 as presented. Motion carried 6:0 ACTION: Moved by Cox/Franciskovich to approve the consent agenda items C3, C4, C5 as presented. Motion carried 5:0:1 Abstention: LeMieux PRESENTATIONS 1. CITY WAYFINDING UPDATE Michael Codron, Assistant City Manager, presented an update the committee on the Council’s action regarding the City’s Wayfinding Program. Codron shared that Council was very careful in the budget decisions that were made during the budget process. They felt strongly that the implementation of the Wayfinding Program should be accelerated and ultimately increased the program funding to $65,000 in year 1 &2 and $50,000 in year 3 & 4. The first signs should be installed in August. 2. QUARTERLY REPORT BY CONTRACTOR Megan Rivoire from Verdin Marketing presented the 2nd quarter (April - June) brochure report. Visitors to the brochure increased their time on the site by almost 1 min. Now the brochure has the capability of internal linking with the brochure. Facebook likes increased by 21%. DRAFT C.1-1 Promotional Coordinating Committee Minutes Page 2 Lindsey Miller from the SLO Chamber of Commerce will presented the 2012-13 year-end reports and Tourism Survey results. The survey was distributed through the Visitor Center, hotels, and wineries. BUSINESS ITEMS 1. EVENTS PROMOTION The subcommittee members reported on the joint-subcommittee meeting and discussed the funding request for the 2013 Jazz Festival in October. Event Organizer, Scott Andrews was called on to answer additional questions. ACTION: Moved by Cox/Palazzo to sponsor the 1st annual Jazz Festival at the $6,000 level without an exclusivity clause prohibiting the PCC to sponsor other similar events. Motion carried 6:0 2. 2013-14 CONTRACTS The committee reviewed the contracts and discussed contractor work scopes for 2013-14 as considered during the budget discussions. The committee agreed with the proposed work scopes as presented. ACTION: Moved by Pearce/Cox to to approve the contractor work scope as presented for the Chamber of Commerce Visitor Information Services. Motion carried 5:0:1 Abstention: LeMieux ACTION: Moved by Pearce/Cox to to approve the contractor work scopes as presented for the Chamber of Commerce Public Relations. Motion carried 5:0:1 Abstention: LeMieux ACTION: Moved by Cox/Franciskovich to to approve the contractor work scopes as presented for the Chamber of Commerce for GIA. Motion carried 5:0:1 Abstention: LeMieux COMMITTEE COMMUNICATION Molly Cano presented the Tourism Program Update. Cano highlighted the recent visit of Peggy Northrup the new Editor in Chief of Sunset Magazine. Cano then presented the C.1-2 Promotional Coordinating Committee Minutes Page 3 tourism program update. She informed the committee of the results from the July 2nd City Council Meeting which included the Council approval of the budget and work programs for TBID and PCC. Cano also encouraged the committee to save the date for the Good Morning SLO soap box on July 25th to feature SLO Ambassador and ShareSLO. Meeting adjourned at 6:48 pm C.1-3 Community Promotions Budget 2013-14 Budget 2012-13 Amount Budget 386,500$ Total Budget 386,500$ Expenditure Last Updated 8/8/2013 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$ 12,785$ 35,215$ 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$ Support Cost 4,996$ 4,996$ City Administration Administration 20,000$ Total 386,500$ 219,500$ 102,789$ 44,211$ Remaining Balance 44,211.00$ C.2-1 Report to City of SLO- PCC Committee Public Relations Contract July Report 2013 Media Releases: Savor Run- wrote general release to promote run as well as special release to promote the $30 deal for the run during 30 hours. General release sent to C A media and $30 deal release sent to local media. Bioneers (GIA)- wrote release, pending release in mid-August Friendly Town- wrote release to promote SLO in the Rand McNally competition for the friendliest town in America. Sent to local media to help promote the competition. Time Square- wrote release to promote the ad buy that the TBID made that features a commercial shown in New York’s Time Square. Release was sent locally and picked up by almost all local outlets including the Tribune, KSBY, KCOY, SLO City News and KEYT. La Guittara (GIA)- wrote release, pending release in early-August RSVP Auctioon (GIA)- wrote release, sent in late July to local media SLO Soccer Tournament (GIA)- wrote release, sending to local media in early August SLO Marathon- wrote release with dates for 2014 for event calendar releases and for use at upcoming media tradeshow Central Coast Railroad Festival- wrote release for upcoming fall festival, release pending for early mid- August to be sent to CA media outlets and train enthusiast publications. Remnants of the Past- wrote release and working on final edits with event coordinators, researching targeted media contacts for Home and Garden publications as well as will send to CA media outlets. C. Media Contacts: PeterGreenberg.com- http://www.petergreenberg.com/2013/06/29/dont-overlook- san-luis-obispo-californias-central-coast/ Coverage: 1.25 million visitors a year Ad value: n/a Hosted Maryann Hammers, freelance writer for 805 Living and Ventana magazine. Working on stories about car-free SLO and Granada hotel. Submitted images to FOAM Magazine for story about SLO and Granada Hotel. Submitted Hwy 1 info for Girls Getaway Guide’s Best Road Trip article. Working with film crew who is producing video about gum called ‘sticky situation’ will be in SLO to film Bubble Gum Alley. Submitted content and images for Livability.com’s Best Towns in America - SLO will be in top 100 best cities. Working with VCB on submissions for ‘Life in the SLO Lane’ media releases- sent ideas of what to do in SLO. As well as sent ideas for additional pitches including popcorn pairing idea for Diablo magazine. Sent six submissions for Visit California’s ‘What’s New’ publication, publication is sent to their media contacts on a quarterly basis. Working on follow up questions and images for German Travel Editor- Hermann Low- with Lust Auf Seeluft, a german travel magazine. Working with editor from Phoenix Magazine on a trip to the Central Coast- working out details currently will be traveling to area early part of August. Continue to work on building and growing contact lists as well as establishing contacts at key media outlets. Continue to work with the City and Rosetta on the Share SLO campaign and assisting the new SLO Ambassador, Bentley Murdock, when possible. Additional Media Contacts: Metro News- Netherlands- Coverage of Madonna Inn Hotel- http://www.metronieuws.nl/plus/the-insane-theme- hotel/SrZmhe!Q90JePn3zwgOg/ C. The Washington Times- Communities- result from Molly Cano’s press trip with VCB- http://communities.washingtontimes.com/neighborhood/traveling-your- pets/2013/jul/15/vacation-fun-your-dog-san-luis-obispo-ca/ As well as Examiner coverage- http://www.examiner.com/article/san-luis-obispo-county-enjoying-the-sights-with- a-dog-tow C. Grants- in-Aid Marketing Support- July 2013 Report Organization Event VC PR SM EC EL MTG ST PC San Luis Obispo Downtown Association Farmers Market 30th Anniversary X X X X X X San Luis Obispo Vocal Arts Ensemble 2013 CA International Choral Festival Senior Volunteer Services/RSVP 5th Annual Giveaway Fundraising Raffle X X X X X San Luis Obispo Soccer Club Summer Classic Tournament X X X X X Cal Poly Corporation: Cal Poly Arts La Guitarra Festival X Cuesta College Community Programs: Central Coast Writers' Conference Central Coast Writers' Conference Cal Poly Corporation on behalf of Central Coast Center for Arts Education Passport to the Arts Cuesta College Community Programs: City to the Sea Half Marathon City to the Sea Half Marathon, 5K & Kids Fun Run Ecologistics, Inc.Central Coast Bioneers Conference X X X X Foundation for the Performing Arts Center Bravo SLO Opera of San Luis Obispo The Carmen Project Ballet Theatre San Luis Obispo 2013-14 Season Civic Ballet 2013 Nutcracker Ballet San Luis Obispo Symphony New Year's Eve Anniversary Concert Jewish Community Center of San Luis Obispo (JCCSLO)Jewish Film Festival C.4-1 San Luis Obispo International Film Festival 2014 Festival San Luis Obispo Museum of Art SLO Mini Maker Faire United Way of San Luis Obispo County Flavor of SLO Almond Country Quilt Guild Seven Sisters Quilt Show Cal Poly Corporation: University Arts Gallery Exhibition Season Central Coast Children's Choir Annual Concerts- 20th Anniversary Cuesta College Fine Arts Division Art Gallery Exhibitions History Center of San Luis Obispo County Exhibit Opening Event San Luis Obispo Children's Museum Science After Dark X San Luis Obispo Little Theatre 2013-14 Season X San Luis Obispo Wind Ensemble 2013-14 Season Black is current month, gray is past work, P is for pending work, D is for Did not workout 26 Total; 6 served to date or in progress 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: C.4-2 Visitor Services Contract Report July 2013 Highlights from July in the Visitor Center: • Delivered in room Visitors Guide to all SLO City Hotels & Savor Rack Cards • Welcome Sign lighting Ceremony • Hired two new VC staff member o Tim Forrest CalPoly Engineering Major o Diane Backens Retired School Teacher SLO events promoted through Visitor Center: SLO Little Theatre presents Ubu's Other Shoe SLO Triathlon Dana Adobe presents a Legend of the American West SLO History Center's Conversations in the Garden Series SLO Quilters' Auction and Wine Tasting Experience Senior Volunteer Services presents 5th Annual Giveaway SLO Folks presents John Jorgenson Quintet Cal Poly Alumni Localicious Central Coast Renaissance Festival Arts Obispo Welcome Celebration Hopedance Films presents In Organic We Trust Poly Days Alumni Weekend Festival Mozaic Summer Concerts Pride in the Plaza Central Coast Railroad Wine Rail Excursions Cal Poly PAC presents Desert Rose Band SLO All in for Boston 5K Run/Walk Kelrik Productions presents Shrek the Musical El Chorro Regional Park Seven Sisters Fest The SLO International Film Festival Sneak Preview Madonna Inn Boutique Fashion Show & Trunk Show SLO Classical Academy Summer Camp SLO Vocal Arts Ensemble Bike Night After Farmers Market Monthly Visitor Center Interactions: July 2013 June 2013 July 2012 Visitors in center: 6,549 6,209 5,662 Phone calls: 510 641 589 Emails: 118 127 133 Calendar of Events: Events entered into calendar this month: 113 Events in the July calendar: 76 Promotional Product Sales: Visitor Guides: 44 City Maps: 66 Promotional Product Giveaways: 25 Visitors Guide, 25 Hike SLO Maps, & 25 Tear-Off Maps to Spanish Language Exchange Students, 240 Visitors Guide to CalPoly Alumni Association, 240 SOAR for CalPoly Housing & Events Brochure Report – July BROCHURE The July-September SLO Happenings digital brochure was published on the City website at the end of June. For the month of July, the digital brochure received 1,273 reads and made 4,297 impressions. Reads were up 47% from June and 99% from April, which was the first month of last quarter’s brochure. Impressions were up 191% from June, and 280% from April. Summer is clearly a popular month for the brochure as we saw peaks in readership on weekends, especially the 4th of July holiday weekend. ADVERTISING Our online advertising campaign continued through the month of July and received the below results: *Online advertising has a national average click thru rate of 0.02% SLO Chamber Kiosk Total page views: 3,154 Event section views: 403 SOCIAL MEDIA We continued to post upcoming events and information on the Facebook page 3-4 times per week and maintained an interactive strategy, which has been successful at increasing engagement of the page. During the month of July we gained 812 additional likes (up 50% from last month), which brought our total likes to 9,794. Our average weekly reach, which is the number of unique people who saw any content from our page, was 20,241 (up 14% from last month.) Media outlet Impressions Clicks Click thru rate VisitSLO.com 13,578 285 2.10% Facebook 73,552 1,148 1.56% SanLuisObispo.com 25,003 71 0.28% FACEBOOK ACTIVITY 0 2000 4000 6000 8000 10000 12000 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 Ju l - 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$ 489,862$ 9.6%69.5 1.6 118.35$ June 513,631$ 456,098$ 490,326$ 512,543$ 578,234$ 594,258$ 2.8%79.5 1.6 130.32$ Total/Average 5,064,103$ 4,720,046$ 4,478,481$ 4,859,400$ 5,249,181$ 5,561,770$ 6.0%68.13 4.1 114.60$ * June TOT is incomplete * figures from Smith Travel Research report Occupancy C.7-1 * figures from Smith Travel Research report C.7-2 Style Guide & Identification Project PCC, August 14, 2013 B.1-1 Official City Emblem B.1-2 City Wordmark B.1-3 Emblem & Wordmark Lockup B.1-4 Fonts B.1-5 Department Lockups B.1-6 Business Cards B.1-7 Department & Council Letterheads B.1-8 Envelopes B.1-9 Note Card B.1-10 Agenda Report & Memorandums B.1-11 Permits, Applications and Notices B.1-12 E-mail Signature B.1-13 Name Tags B.1-14 Vehicles B.1-15 B.1-16 B.1-17 B.1-18 B.1-19 B.1-20 B.1-21 B.1-22 Questions? Council Presentation, August 20, 2013 B.1-23 Community Promotions Events Subcommittee Meeting Minutes July 24, 2013 – 11:30 am CALL TO ORDER: Commissioner Hutton PRESENT: LeMieux STAFF PRESENT: Molly Cano, Tourism Manager Commissioner Hutton Call to Order at 11:33 am PUBLIC COMMENT No public comment. BUSINESS ITEMS 1. SLO MARATHON Event organizers from the SLO Marathon presented results from the 2nd annual SLO Marathon held on April 7, 2013. The event was a huge success. Attendance grew by 30% to 4500 participants and over 10,000 spectators. In total 60 % of the athletes were from out of the area with over 33 states represented and 6 countries. Based on the commissioned economic impact report, the local economic impact result was over $3 million a 37.5% increase over 2012. For the out of area athletes, the economic impact was nearly $1.2 million including lodging, meals, gas and local purchases and lodging accounted for nearly $500,000. Based on the survey, 85% of respondents said that they would come back to SLO for a vacation. For the third year of the race, organizers are expecting the attendance to grow. Over the next few years the goal is to achieve 10,000 athletes but in 2014 the goal is to grow to 6,000. The organizers shared with the committee that they are committed to grow the race in a controlled manner and as a result they cannot be on the radar for national sponsors until the race grows much larger. Already the SLO Marathon on the largest community based sporting event in the area. They are seeking continued sponsorship from the TBID/PCC to continue to help fund the event until it is possible to attract national sponsors in order to continue the race in San Luis Obispo. The request for event sponsorship is $50,000. Committee Recommendation: TBID: $35,000 / PCC: $15,000 B.2-1 2. REMNANTS OF THE PAST Event organizer, Judy Watkins presented the results from the June 2013 show. The show attracted 3300 attendees to San Luis Obispo of which 68% were from outside of the area. The show attracted 92 vendors who traveled to SLO as well. The show was also named one of the “Best Romantic Flea Markets in America”. For the next year of shows in November and June, the event organizer is requesting sponsorship support. The fall show has been moved to November 9 & 10 to not compete with the full calendar of October events and will allow for the holidays on the minds of the vendors and attendees. The special guest will be Rachel Ashwell, who has a line in Target and stores around the US. Susan Branch will also be doing a special book signing on Sunday for the release of her new book. Susan Branch brings a following of 50,000 bloggers. Details for the June show are still in the works however the date is set for after Memorial Day on May 31 & June 1. Remnants is also expending, in the spring of 2014 event organizers will be holding a show in the San Jose area. And then in April 2015, Remnants will expand to the Texas show with Rachel Ashwell as part of the largest antique show in the country. She is also working on the plan for the Vintage Trail expansion of the San Luis Obispo show. Sponsorship request for the each show is $20,000 and recommended by the organizer as a split of $12,500 from TBID and $7,500 from PCC. Committee Recommendation: The committee discussed this event in great length. They find the value of supporting the event but also want to adhere to the sustainable funding process. The committee expressed continued interest in supporting the November show based on the time of year but had concerns over the June show due to the expansion to San Jose during the same time period. Overall, the committee suggested the discussion come back to the full boards for consideration. 3. ROLL OUT THE BARRELS Heather Muran of SLO Wine presented the results for 2013 Roll Out the Barrels event. The event attracted 1881 attendees and about 30% were from out of the area. The survey results show that attendees from outside the area attendee 3 events on average and stayed on average 3 nights in the area. Based on the Stay in SLO $20 discount ticket promotion, 112 ticket packages were sold. Based on the average nightly stay and rate, the ROI for the event was between $50,000-$60,000 for the hotels. In 2014, the event is requesting to maintain the $9000 partnership with the TBID and PCC. Committee Recommendation: TBID: $4,000 / PCC: $5,000 3. RFP FOR EVENTS PROMOTION Item tabled to the next subcommittee meeting. B.2-2 2013 Roll Out the Barrels Recap June 20-23rd, 2013 Total tickets sold: 2157 / 1881 attendees Thursday Night Barrels Event=784 Saturday & Sunday Passport Tickets=1188 185 shuttle tickets *DEMOGRAPHICS: Women: 679 / Men: 389 (813 unspecified on report) Age Range: 21-83 Attendees from SLO County and Santa Maria=70% / 561 attendees from out of the area, about 30%. *ADVERTISING AND PROMOTIONS • Ticket sales increased by 317 attendees over 2012 • Utilized Jon Hansen Advertising for marketing/advertising • Media Utilized/Impressions: Coast 103.5 Los Angeles ➢ Reaches from Ventura to Orange County and has over 1.5 million listeners. Coast has been one of the top stations for women 25-54 and 35-64 for years. ➢ 5 - :30 commercials to run 1 per day for one week, Mon- Fri (0-6p) on Coast 103.5 ➢ 40 on air promotional mentions dedicated to event, and the station's package giveaway featuring a $500 stay giftcard and spa/dinner package ➢ Website advertisements on their webpage for 2 weeks. ➢ Facebook & Twitter Campaign ➢ Total Mentions: 45 ➢ Total Impressions: Over 9M impressions over coarse of 2 weeks Direct Mail Campaign: ➢ Over 20,000 PC mailed to SLO Wine list and targeted audiences in Orange County/Ventura County/LA/Bay Area/Fresno/Bakersfield ➢ QR Code on both posters and postcards Ticket Giveaway/Sponsor Benefits: ➢ 88 Tickets sold with $20 ticket promotion, along with 24 additional tickets with discounts given by Heather/Molly. Total: 112 tickets ➢ Average Stay=Thurs-Sun, 3 nights ➢ Average nightly stay: $180 x 3=$540 per person ➢ $540 x 112 tickets sold=$60,48o in overnight stays collected *EVENT PROMOTION: (see attached PR report) —highlights: ➢ Inclusion in video/print/radio/web/social media promotions (local & regional) ➢ SLO Logo on all event materials, website, posters, BIP plates, passport booklet ➢ KOST AM Giveaway and Promotion ➢ Pandora Promotion in Bay Area, Orange County ➢ Sunset Celebration Weekend Giveaway Menlo Park (2-night stay, spa, dinner) ➢ Thursday morning promotion on Coast 101.3FM (4 Thursdays) ➢ Dave Congelton Show ➢ What's Cookin' on Wine with Michael Horn-2 interviews (LA) ➢ Krush Radio Interview with Adam Montiel ➢ EAT/DRINK/EXPLORE Live interview from event ➢ Promotional Giveaways on KCOY/KSBY/COAST/KRUSH/KOST LA ➢ KCOY-3 interviews over week of event ➢ Social Media Giveaway: #ROTB2013 over 200 photos —Share SLO Street Team! What Can We Improve on Next Year? 1. Start promotion sooner (January) & communicate instructions/promotions with all hotel properties ASAP (printed delivery and personal visits) 2. Need contact list of all properties to communicate promotion 3. Deliver promotional pieces to properties sooner 4. More involvement from lodging partners to build better promotional campaigns 5. More social media promotion collaboratively between SLO Properties/TBID & SLO Wine 6. Received much feedback on shuttle, possible partnership with transportation partners/ticket discount vs. hosting tour shuttles 8. Additional Feedback from Partners: �iiooncatchet MEDIA RELATIONS SUMMARY SLO WINE COUNTRY 2013 ROLL OUT THE BARRELS Media Outreach Two press releases distributed to blend of local, regional and national wine and lifestyle media, as well as personal pitch letters and event invitations targeted to individual press contacts. -ROB Press Release #1 "SLO Wine Country Announces 23rd Annual `Roll Out the Barrels' Summer Celebration June 20 - 23: New this Year, Deep Ticket Discounts for Attendees who Lodge in SLO, Plus `Safe Ride Shuttles' to and from Wine Country" -ROB Press Release #2 "`Roll Out the Barrels' Rolling in Soon June 20 - 23: SLO Safe Ride and SLO Wine Country Association Gear Up for Event's First -Ever Wine Country Shuttle Service" Media Fulfillment Coordinated delivering photographs, video, detailed information and event passes to a variety of media outlets and contacts. Media in Attendance -Kathy McDonald, LA Weekly • Developed and delivered detailed itinerary • Sent writer bio backgrounder to participating partners • Assisted with lodging, dining and site visit planning • Conducted extensive ongoing communications with writer • Developed and delivered SLO Wine Country story angles -Kathy Marcks Hardesty, New Times -Christine Rios, WineLuv -Brittany Silverstein, KCOY -Allison Michelle, Indulge Magazine -Karrie Krane, Edible SLO -Randol White, KRUSH Radio in advance of visit to writer Media Placements -KZSB AM1290, "Around the World", an award winning, syndicated travel broadcast show hosted by Arthur von Wiesenberger that airs live Thursdays from 10 a.m. to 11 a.m., and also streams live video and audio online at www.atw.tv and www.newspress.com, and is broadcast on Cox Cable. Interviewed Heather Muran on June 20. -New Times, June 13, 2013, "The SLO Wine Experience: Edna Valley's creative winemakers consider more than ticket sales" -NBC Bay Area blog "Worth the Trip," May 30, 2013, "SLO Wine: Roll Out The Barrels: It's a Central Coast kind of wine party, in one of America's happiest cities" -The Adobe Press, May 30, 2013, "Roll Out the Barrels Set for June 20" -Great Wine News, June 10, 2013, "SLO Wine Country Announces 23rd Annual "Roll Out the Barrels" Summer Celebration" -Indulge magazine- San Luis Obispo County, vol. 1 issue 4 (spring 2013), "Roll Out the Barrels - San Luis Obispo" -Paso Robles Press, June 7, 2013, "Roll Out the Barrels Weekend in SLO" -New Times, June 20, 2013, "So this bicycle rides into a banjo . . . weekend . . . special event" -KSBY, May 14, 2013, "SLO Vintners prepare to Roll Out the Barrels June 20- 23" (coordinated photographs) -KCOY, June 19, 2013, "Roll Out the Barrels: Live Remote with Fintan Dufresne and Heather Muran -KCOY, June 20, 2013, "Roll Out the Barrels: Local Chef Prepares" -KCOY, June 21, 2013, "Roll Out the Barrels Boosting Central Coast Economy" -Krush 92.5 FM, June 20, 2013, Live interview with Mike Sinor on "Market Fresh" show during Barrels in The Plaza -Examiner.com, June 13, 2013, "Roll it again: San Luis Obispo's 23rd Roll Out the Barrels Event" -Wine Country This Week, June 1, 2013 "SLO Wine Country Announces 23rd Annual Roll Out the Barrels" -Now and Zin Wine Blog -Edible SLO, spring issue, calendar and social media 0 I I I � i � I 1 Imo' j N J f ICI I fU'); 00 .� 100 O ; O Q M � NI c a) � E H �. a) t co m co OI E YI m °, co cn M a LL (D O O N p O: U U �., Ojc M_ M C a O �' �j O C � aoa JOcU) cn � m' m m (D v E c Y O > C7 ° m Q a� (D E'Z, m l CO a) m p A OG � U Z 00 Go �. � v a ,! d d H (j Z O O O O al > > (O N (D (D N N p N C O N d a E W C N N N (O 0 0 C C a N M a E a a, U to C O U O O 0 a � C m a, a' E E M M M O U N N N a E N N N V Z (D Q(M (wD (D cM (M c x a N N N N Cl) o Cl) o eM O 0 0 I o E U) (n LO T v 2 mm(U mI mI mI a) m aU E 7 °I :3 °I 7 °I m Z 0 0� 0 w 0 Q� CD O > j D U U U OI w C OI C (DI C IO OI O� O� ca J W J u) J C c : � 2 0 ■ 2 � � 2 � U U) O o CL M CL O � � c @ � ) J § U § ■ m| z E| z �| E e j w w w w k / 0 7 / § Z \ ° 0 \ � \ § } � m (D 2 \ \ § § § \ : c ) ƒ / ƒ j % m / o _ / 0 E I § 0?= / o = o §S K % R / 2 $ / / / j j / n / § ) \ ' k \ \ \ \ u 8§ §\§ 2 N d § g § § § \ 2 m k R / cm R G o k <\ CN 8 � ° 2 CV LO m N L a 0000000 � w w w_ w w m ƒ § � 2 5 } � om� § % ) CO 2 $ a V i o § ) g I ) _§ § \ ) ` f J E # 0.d \ § ~ 7 © S C 0 ® c 7 ) P k o a- a £ § f 2 k § § §j af ) ] ] } 2 / n § f £ ) t ƒ £ } C 3 } R i ± n n 2 n § ® ) f w a n n ) a n k § a n \ ) a m k k a=\ n_ k > n ) 2 § ) § $ x n _ 0 k k rl \ 2 8§§§§§§ \ f \ R_ \ R \ \ \ \ / m 2 2 / \ t z Audience Overview 0 % of visits: 100 00% Overview . • Visits 1,200 600 March 2013 April 2013 25,855 people visited this site Visits Unique Visitors 37,832 �._ . _ .ioA 25,855 Pageviews Pages / Visit -A --,,,J 115,502 3.05 Avg. Visit Duration Bounce Rate 444iiii-L&k.. 00:02:38 50.20% % New Visits `""'—".--" 64.91 % city 1. San Luis Obispo 2. San Francisco 3. Los Angeles 4. Arroyo Grande 5. Paso Robles 6. Bakersfield 7. Fresno 8. San Diego 9. Santa Maria 10. Atascadero Feb 1, 2013 -Jun 23, 2013 May 2013 June 2013 ■ New Visitor 0 Returning Visitor o, 1 is 11111110 Z1.44% 3,108 1 8,22% 3,047 1 8.05% 1.804 1 4.77% 1,139 3.01% 684 1.81% 676 1.79% 650 1.72% 607 1.60% 570 1.51% view full report © 2013 Google U 'jire Hnatytics http://slowlna.com - http://slovAno.com slowine.ctxn All Traffic e °% of visits: 100.00 % Explorer Site Usage • Visits 1,200 600 March 2013 Source I Medium 1. (direct) I (none) 2. google I organic 3. slovvine.com / referral 4. yahoo / organic 5. SLO Wine Mailing List / email 6. bing / organic 7. facebook.com / referral 8. m.facebook.com / referral 9. eb email / email 10. classiccalifomia.com / referral Feb 1, 2013 -Jun 23, 2013 April 2013 May 2013 June 2013 Visits Pages I Visit Avg. Visit Duration % New Visits Bounce Rats 37,832 3.05. 00:02:38 64.95% 50.20% % of Total: 100.00 % 137,832) Site Avg: 3.05 (oxa%) Site Avg: 00:02:38 (0.00%) Site Avg: 64.91 % (0.07%) Site Avg: 50.20 % (0.00%) 12,418 2.71 00:02:15 72.55% 57.34% 10,667 3.76 00:03:13 57.80% 39.34% 2,616 1.62 00:01:56 60.67% 72.94% 1,262 3.98 00:03:25 59.27% 31.54% 1,119 2.09 00:01:46 54.33% 64.08% 1,014 4.42 00:03:20 56.31% 26.94% 786 2.32 00:01:25 56.23% 70.36% 394 1.56 00:00:46 89.09% 78.68% 332 1.42 00:03:03 59.04% 81.02% 317 3.56 00:02:44 80.44% 25.87% © 2013 Google Rows 1 -10 of 563 U0,,, 8te-Amytics http://slowlne.com - http://slowine.com slovvine.conn Go to this reoort All Traffic O % of visits: 100 00 % i Explorer Site Usage • Visits 1,200 600 Source I Medium March 2013 1. (direct) / (none) 2. google / organic 3. slowine.com / referral 4. yahoo / organic 5. SLO Wine Mailing List / email 6. bing / organic 7. facebook.com / referral 8. m.facebook.com / referral 9. eb email / email 1 a classiccalifornia.com / referral Feb 1, 2013 - Jun 23, 2013 April 2013 May 2013 June 2013 Visits Pages /Visit Avg. Visit Duration % New Visits Bounce Rate 37,832 3.05 00:02:38 64.95% 50.20% % of Total: 100.00% 137,e321 Site Avg: 3.06 (oxo%) Site Avg: 00:02:381o.00%1 Site Avg: 64.91 % (o.w%) Site Avg: 50.20% 1o.0o%1 12,418 2.71 00 02 15 72.55% 57.34% 10,667 3.76 00:03:13 57.80% 39.34% 2,616 1.62 00:01:56 60.67% 72.94% 1,262 3.98 00:03:26 59.27% 31.54% 1,119 2.09 00:01:46 54.33% 64.08% 1,014 4.42 00:03:20 56.31% 25.94% 786 2.32 00:01:25 56.23% 70.36% 394 1.56 00:00:46 89.09% 78.68% 332 1.42 00:03:03 59.04% 81.02% 317 3.56 00:02:44 80.44% 25.87% © 2013 Google Rows 1 - 10 of 583 vo,, IC-Anaiyucs http://slowine.com - hftp://slowine.corn sloWlrte.com All Traffic 0 % of visits: 100.00% Explorer Site Usage • Visits 1,200 600 Source I Medium March 2013 11. sanluisobispocounty.com / referral 12. elegantimagelimos.com / referral 13 ralloutthebarrels20l3.eventbrite.com I referral 14. sanluisobispo.com / referral 15. eventbrite.com /referral 16. slomarathon.com / referral 17. applefarm.com / referral 18. visitslo.com / referral 19. sanluisobispovacations.com / referral 20. google.com / referral Feb 1, 2013 -Jun 23, 2013 April 2013 May 2013 June 2013 Avg. Visit Duration Visits Pages / Visit % New Visits Bounce Rate 37,832 3.05 00:02:38 64.95% 50.20% % of Total: 100.00% Site Avg: 3.05 Site Avg: 00:02:38 Site Avg: 64.91 % Site Avg: 50.20 % (37,832) (0.00%) (0.00%) (0.07%) (0.00%) 293 4.14 00:04:17 77,13% 21.50% 283 3.60 00:02:37 81.98% 45.58% 281 2.12 00:02:53 44.48% 52.67% 222 3.02 00:01:45 70.72% 40.09% 211 2.35 00:03:53 63.51% 65.88% 210 2.31 00:00:50 66.67% 67.62% 188 4.97 00:04:16 70.21 % 31.38% 176 3.54 00:02:10 71.59% 33.52% 163 2.99 00:03:01 61.96% 47.24% 155 2.42 00:01:42 76.13% 47.10% Rows 11 - 20 of 583 C 2013 Google Hr IdlyuC;S Go to this report http://Slowine.com - http://slowlne.com siowine.com Traffic Sources Overview Feb 1, 2013 -Jun 23, 2013 O % of visits: 100 00% Overview • Visits 1.200 600 March 2013 April 2013 May 2013 June 2013 37,832 people visited this site ■ Search Traffic M Referral Traffic ■ Direct Traffic Campaigns Source Visits % Visits 1. slowine.com 2.616 M 24.24% 2. facebook.com 786 7.28% 3. m.facebook.com 394 i 3.65% 4. classiccaiifornia.com 317 i 2 94% 5. saniuisobispocounty.com 293 i 2.71% 6. elegantimagelimos.com 283 i 2.62% 7. rolloutthebarrels20l3.eventbrite.com 281 2.60% 8. sanluisobispo.com 222 i 2.06% 9. eventbrite.com 211 1.95% 10. slomarathon.com 210 1 95% view full report © 2013 Google Partnership ExpansionPartnership ExpansionPartnership ExpansionPartnership Expansion . . . . . . . . . . . . . Partnership ExpansionPartnership ExpansionPartnership ExpansionPartnership Expansion Judy Watkins, Remnants Show Founder Today’s Presentation Out of Area Draw Expanding the Show Focus on Out of Area Promotions . . . . . . . . . . June 2013 Show Recap Attendance: 3,300 (approximate) 68% of registered attendees where from out of area 92% of vendors were from out of area Giving Back: Raised $4,350 for United Way SLO Giving Back: Raised $4,350 for United Way SLO with Conservation Corp Just selected as one of the “Best Romantic Flea Markets in America” (Romantic Home 8/2013) . . . . . . . . . . November Show Moved show from October to November 9 & 10 Maximize stays during slower periods Opportunity to start your holiday shopping Special Guests with a large following Rachel Ashwell – Shabby Chic New book release Line in TargetLine in Target RA Stores in Santa Monica, San Francisco, New York, Paris, & London Susan Branch New book release signing on Sunday 50,000 blog followers . . . . . . . . . . We are expanding Remnants! Remnants in Texas (April 2015) Remnants at The Prairie by Rachel Ashwell During country’s largest antique week Win A Trip to The Prairie Shoppers will want to follow Remnants to other areas Remnants in San Jose area (2014) Great feeder market for SLO Additional vendors and attendance growth Vintage Trail Concept Must build my market to be successful . . . . . . . . . . Your Partnership Benefits Promotions with SLOTBID Lodging Info Rack Cards ~ 15k increase to 25,000 Posters ~ 250 distributed Enter to Win ~ 2,700 entries (June show) E-blasts ~ sent 3X to 5,300 subscribers Designer E-blast ~ sent to 600 statewide Widget ~ site has 4,000 Page views/month Blogs ~ 3 mentions (966 Page views/month) FaceBook Posts ~ 10 mentions to 5,000 fans with a weekly reach of 21,000 FaceBook Posts ~ 10 mentions to 5,000 fans with a weekly reach of 21,000 Vendor Letter ~ 73 vendors staying 3 nights Entry bracelets (3,500) Rack cards in SLO, Paso & Pismo Chambers new!Certified Rack distribution new! Face Book & You Tube ads new! Annual Calendar (1,000) new!Show Map (5,000) . . . . . . . . . . Support Out of Area Promotions 25,000 rack cards & Certified Rack Central Valley, Monterey, Santa Barbara & CWC Pismo 1,000 2014 calendars with full color photos, flea market dates and special antique events New site CAFleaMarketShow, video development & online ad schedule for Face Book and You Tube Publicity effort with national magazines Promotional SupportPromotional SupportPromotional SupportPromotional Support Nov 2013 June 2014Nov 2013 June 2014Nov 2013 June 2014Nov 2013 June 2014 . . . . . . . . . . Promotional SupportPromotional SupportPromotional SupportPromotional Support Nov 2013 June 2014Nov 2013 June 2014Nov 2013 June 2014Nov 2013 June 2014 Rack cards & Certified Folder $ 2,300 $2,300 Calendar with vintage décor photos $ 7,500 $7,500 Site development & online ads $ 6,200 $6,200 Publicity outreach $ 4,000 $4,000 PCC Funds $ 7,500 $7,500 SLOTBID Investment $12,500 $12,500 Let’s Expand Together Our expansion will create out of area awareness, and bring more visitors to SLO Questions Thank You for your ongoing support!Thank You for your ongoing support! . . . . . . . . . . THE CLIF SHOT ZONE Near the Half Marathon turn- around, participants got energized at the Clif Shot Zone with Clif Shots & Music! RACE SLO UPDATE 2013 The 2013 San Luis Obispo Marathon + Half was a tremendous success, growing 30% overall. IN 2013, 4500 PARTICIPANTS AND 10,000 SPECTATORS... Created an economic impact totaling just over $3 Million. Team in Training fundraised more than $500,000 for the Leukemia & Lymphoma Society (making the SLO Marathon total $1 Million+ to find a cure for Blood Cancers). RACE SLO HIGHLIGHTS 4500 Participants 10,000 Spectators 800+ Local Volunteers 33 States Represented 6 Countries Represented 300+ CA Cities Represented 30% Overall Growth $3 Million Econ. Impact $500,000 Raised for Charity 66 Grizzly Acad. Athletes 89,000 Unique Web Visitors 60% Out-of-Town Athletes 40% Local Athletes 1000 Cal Poly Athletes $100,000 Advertising Spend 35 Million+ Media Impr. 90% Growth on Facebook 2700+ Facebook Friends THIRD ANNUAL April 25-27, 2014 SLO MARATHON MARATHON SPLIT The SLO Marathon athlete is 51% Male and 49% Female. xx athletes qualified for the 2014 Boston Marathon. WOMEN DOMINATE The SLO Half Marathon with 65% Female and 35% Male participation is the fastest growing race in the nation. RUNNERS SPEND SLO Marathon participants Avg. Household Income is $115,500 and each spent an average of $677 during the weekend. The Sport of Running Continues to Grow: 29,478,000 Core Runners* *Running USA RA C E S L O : 20 1 3 WHAT RUNNERS ARE SAYING... In just two years, the San Luis Obispo Marathon + Half has gained a worldwide reputation as a well-run and fun destination race. National charity, Team in Training has once again committed to bringing 200+ runners to the event. The best compliment a race can receive is stellar reviews from the athletes themselves. More than 90% of SLO Marathon participants rated the race as Outstanding or Very Good. But perhaps Wayne Kurtz, an ultra runner who has completed many events sums it up: “In 27 years of racing over 400+ events around the world, your race made me feel like the way it was ‘back in the day,’ grassroots, local and the most friendly and encouraging team members. Spending time in wine country, seeing the sun and your great course, running through farm country vs. the big city will have us coming back in 2014.” A TRUE COMMUNITY EVENT It takes a community to produce this event. Involved in the 2013 race: Grizzly Youth Academy Cal Poly Clubs, Fraternities, Sororities & University 35 Local Business Sponsors 700 Team Participants 10 Entertainment Acts SPONSOR OPPORTUNITIES TITLE OFFICIAL 5K FUN RUN Naming Rights Above title, race name. Greatest brand visibility and marketing activation. $50,000 Exclusivity Race and Expo visibility with activation to drive marketing goals. $20,000 Capture Locals Connect with 4000 locals engaged in a healthy lifestyle. $12,000 Children & Cause A race and program to get children engaged in exercise and fight childhood obesity. $10,000 Growth Goals for 2014: 6000 Athletes RACE SLO LOGO 2014 SPONSOR PACKAGES TITLE SPONSOR Affords Category Exclusivity Promotes Only SLO City Hotels Markets Vacations/ShareSLO Includes Marketing Campaign Branding includes: Print, Radio, TV Advertising Inclusion on event website Extensive signage Email Marketing T-shirt visibility Medal Ribbon branding Poster and Postcard branding Expo space Complimentary Registrations Social Media Exposure Cross promotional opportunity VIP Invitations $50,000 Total Investment ASSETS SPONSOR Brand Message on Asset(s) Exclusivity on Asset(s) No Race Category Exclusivity Packaged for specific needs ASSETS AVAILABLE: Athlete Sweats Bag $30,000 (For every Athlete) Mile Markers $15,000 (40 Boards) Volunteer Sponsor $15,000 (800+ - Tees and Tent) Aid Stations $20,000 (20 Locations) 2013 HEADS IN BEDS THE SAN LUIS OBISPO MARATHON HAS PUT HEADS IN BEDS, CREATING: $494,396 LODGING SPEND AVG. 1.78 DAYS BOOKED $48,994 IN TOTAL BED TAX $83,078 IN SALES TAX 59% INCREASE IN VISITORS 31% INCREASE IN LODGING EXPENDITURES TBID TITLE SLO Marathon is the largest participatory sporting event in the County SLOMarathon2013_FINAL.doc July 8, 2013 1 of 6 Economic Impact Analysis for San Luis Obispo Marathon and Half Marathon 2013 The purpose of this study is to estimate the total economic impact of the San Luis Obispo Marathon and Half Marathon (SLO Marathon) on San Luis Obispo County. Held April 7, 2013, the SLO Marathon was hosted by Get Off The Couch Potato LLC (GOTCP). Based on our analysis, we find the total economic impact of the SLO Marathon 2013 on San Luis Obispo County to be $3.06 million, a 37.5% increase from last year's event.1 To perform this study, we analyzed the additional spending that occurred in San Luis Obispo County because of the SLO Marathon event. This study takes a look at participants (and their respective groups) spending on lodging, food, souvenirs, and gasoline, event preparation, and event operation dollars spent inside the county. Participant spending data was captured by implementing an after event online survey and all other data was supplied by GOTCP. From this data, we are able to estimate the direct impacts that the SLO Marathon had on San Luis Obispo County. These direct impacts are applied to multiple IMPLAN models, which in turn shows the ripple effect of the expenditures throughout the county. This year's event hosted 4515 competitors and an additional 2155 people serving as their cheering and support groups, leading to $1.37 million in direct participant spending. Out of town visitors alone spent $1.16 million, spending more than 30% in all categories over last year2. Local operations expenditures of more than $396,000 were necessary to handle the 43.7% increase in participants. $494,396 was spent on lodging alone, yielding a bed tax of $48,994. Total sales taxes generated was estimated at $83,078. According to the survey results, the household income of all the participants averaged $118,517. Compared to last year, out of town visitors stayed a little longer (1.78 days), but on average spent a little less ($286 per visitor). The detailed results of this study can be found on the subsequent pages. Page 2 shows a summary of highlights. Page 3 shows the expenditure tables. Page 4 shows the IMPLAN results for attendee spending and preparation/operations. Page 5 shows the local tax impacts. Page 6 shows a comparison between Local and Non-Local survey results. Prepared by: Ken Riener Patrick Mayeda Productive Impact LLC 1 The methodology was adjusted this year to more closely model the participant spending; industry vs. commodity spending patterns were introduced, therefore last year's results were recalculated to allow for direct comparison. This new methodology will be utilized for all future reports. 2 Except total souvenir spending: it was up 20.4% over last year. SLOMarathon2013_FINAL.doc July 8, 2013 2 of 6 San Luis Obispo, CA Highlights for SLO Marathon 2013 2013 2012 % change Economic impact from attendee spending ($ millions):$2.27 $1.70 33.6% Economic impact from operations/preparation ($ millions):$0.79 $0.53 49.9% Total economic impact for SLO Marathon ($ millions):$3.06 $2.23 37.5% Average economic impact generated per participant:$677 $708 -4.3% Total participants (finishers)4515 3143 43.7% Non-local finishers 2712 1756 54.4% Total visitors outside county (estimate):4053 2554 58.7% Total direct dollars spent by all parties (not including entry costs, in $ millions):$1.37 $1.05 30.9% Total lodging expenditures:$494,396 $378,012 30.8% Total food and beverage expenditures:$477,713 $352,393 35.6% Total gasoline expenditures:$198,610 $150,266 32.2% Total souvenirs and gift expenditures:$201,709 $167,503 20.4% Average dollars spent by local participant party (not including entry):$118 $122 -3.5% Average dollars spent by non-local participant party (not including entry):$428 $500 -14.4% Estimated local Hotel/Motel Bed tax:$48,994 $37,461 30.8% Estimated Sales Tax generated:$83,078 $58,125 42.9% Average length of stay in days:1.78 1.33 33.8% Average party size of non-local participant:4.14 4.24 -2.4% Average household income of non-local participants:$128,140 $121,765 5.2% Average age of non-local participant:42.2 41.2 2.4% Total raised through Leukemia & Lymphoma Society's Team-in-Training (TNT):$500,000 $500,000 0.0% Survey respondents rated the event either outstanding or very good:91.40%87.60%4.3% SLOMarathon2013_FINAL.doc July 8, 2013 3 of 6 Out-of –town and Local Attendee Expenditures (Input Tables) Marathon/half/5k Total Participants 4515 Guests/Lodging Unit 2.2 Out-of-town Participants 2712 Local Participants 1803 Attendees/Participant 1.49 Attendees/participant 1.45 Breakdown of attendees as local/visitor Visitor Local Total Competitor 2712 1803 4515 Friends of competitors 1341 814 2155 Totals 4053 2617 6670 Out-of-town Participants Per Per Nights in Expenditures Hotel Room Person Number SLO Total Lodging $150.41 $68.37 4053 1.78 $492,993 Food $50.69 4053 1.78 $365,548 Gas $53.37 2712 $144,719 Purchases $38.72 4053 $156,944 Total $1,160,204 Local Participants Total Per Per Nights in Attendee Expenditures Hotel Room Person Number SLO Total Expenditures Lodging $175.00 $79.55 10 1.78 $1,403 $494,396 Food $24.09 2617 1.78 $112,166 $477,713 Gas $29.89 1803 $53,891 $198,610 Purchases $25.66 1745 $44,765 $201,709 Total $212,225 $1,372,429 Operations Expenditures $396,455.00 SLOMarathon2013_FINAL.doc July 8, 2013 4 of 6 Out-of-town and Local Participant Spending Economic Impacts Results Operations and Preparation Economic Impacts Results Participant Spending for SLO Marathon Copyright 2013 Minnesota IMPLAN Group, Inc. Rank Description Direct Indirect Induced Total Total 1,431,831 427,003 410,105 2,268,940 1 Food services and drinking places 500,165 19,578 23,734 543,476 2 Hotels and motels, including casino hotels 262,326 3,289 3,028 268,643 3 Other accommodations 262,326 16 637 262,979 4 Retail Stores - Gasoline stations 201,887 624 2,697 205,208 5 Retail Stores - Clothing and clothing accessories 102,508 408 4,157 107,073 6 Retail Stores - Miscellaneous 102,516 361 3,300 106,177 7 Real estate establishments 0 49,816 23,870 73,687 8 Imputed rental activity for owner-occupied dwellings 0 0 56,739 56,739 9 Electric power generation, transmission, and distribution 0 30,514 7,999 38,513 10 Offices of physicians, dentists, and other health practitioners 0 0 28,895 28,895 11 Monetary authorities and depository credit intermediation activities 0 11,521 15,111 26,632 12 Wholesale trade businesses 0 12,050 14,390 26,441 13 Petroleum refineries 0 11,575 13,239 24,814 14 Services to buildings and dwellings 0 19,263 2,746 22,009 15 Telecommunications 0 14,337 6,288 20,626 16 Maintenance and repair construction of nonresidential structures 0 17,507 2,686 20,192 17 Accounting, tax preparation, bookkeeping, and payroll services 0 16,843 2,712 19,555 18 Nondepository credit intermediation and related activities 0 9,043 10,255 19,299 19 Private hospitals 0 0 18,722 18,722 20 Lessors of nonfinancial intangible assets 0 15,590 1,161 16,751 21 Legal services 0 10,061 5,644 15,705 22 Other state and local government enterprises 0 7,052 6,637 13,689 23 Management of companies and enterprises 0 10,274 1,490 11,764 24 Securities, commodity contracts, investments, and related activities 0 2,694 9,060 11,755 25 Advertising and related services 0 10,048 1,226 11,273 All other sectors 104 154,538 143,682 298,323 Economic Impact of Operations SLO Marathon Copyright 2013 Minnesota IMPLAN Group, Inc. Rank Description Direct Indirect Induced Total Total 495,282 185,182 109,117 789,581 1 Promoters of performing arts and sports and agents for public figures 495,282 7,400 68 502,750 2 Real estate establishments 0 16,303 6,051 22,354 3 Independent artists, writers, and performers 0 19,846 124 19,970 4 Insurance agencies, brokerages, and related activities 0 16,377 405 16,782 5 Imputed rental activity for owner-occupied dwellings 0 0 15,584 15,584 6 Food services and drinking places 0 3,560 6,309 9,868 7 Monetary authorities and depository credit intermediation activities 0 5,715 3,941 9,655 8 Lessors of nonfinancial intangible assets 0 8,928 309 9,238 9 Transit and ground passenger transportation 0 7,433 198 7,631 10 Offices of physicians, dentists, and other health practitioners 0 17 7,588 7,605 11 Securities, commodity contracts, investments, and related activities 0 5,049 2,337 7,386 12 Nondepository credit intermediation and related activities 0 4,201 2,726 6,928 13 Telecommunications 0 5,178 1,638 6,816 14 Legal services 0 5,218 1,484 6,702 15 Employment services 0 5,424 556 5,979 16 Petroleum refineries 0 2,507 3,446 5,953 17 Accounting, tax preparation, bookkeeping, and payroll services 0 5,132 716 5,848 18 Management, scientific, and technical consulting services 0 5,420 370 5,790 19 Electric power generation, transmission, and distribution 0 2,984 2,067 5,051 20 Private hospitals 0 12 4,896 4,908 21 Civic, social, professional, and similar organizations 0 3,620 1,141 4,762 22 Travel arrangement and reservation services 0 4,415 126 4,541 23 Wholesale trade businesses 0 744 3,710 4,454 24 Advertising and related services 0 3,691 327 4,018 25 Services to buildings and dwellings 0 3,020 739 3,759 All other sectors 0 42,986 42,262 85,248 SLOMarathon2013_FINAL.doc July 8, 2013 5 of 6 Combined Economic Impact on the Local Area from Participant Spending and Operations, 2013 Combined Tax Impact on the Local Area from Participant Spending and Operations, 2013 County/City Taxes: Sales Tax $83,078 Property Taxes $90,587 Bed Tax $48,994 Total County/City Taxes:$222,659 Total Economic Impact from Participant Spending and Operations, 2013 Direct Indirect Induced Total Spending Impact 1,431,831 427,003 410,105 2,268,940 Operations Impact 495,282 185,182 109,117 789,581 Total 1,927,114 612,186 519,222 3,058,521 SLOMarathon2013_FINAL.doc July 8, 2013 6 of 6 Comparison of Local vs. Non-Local Survey Results Locals Locals % Change Non-Local Non-Local % Change Category 2012 2013 2012 2013 Percentage of people that rated the event Outstanding or Very Good 93.7%90.1%-3.8%87.6%91.4%4.38% Percentage of people that run in 2 races or less per year 50.8%49.8%-1.9%31.3%27.2%-12.98% Percentage of people that heard about event through word of mouth 58.5%51.7%-11.5%31.1%38.5%23.94% Average number of people in each party 3.9 4.0 2.1%4.2 4.1 -2.28% Average number of participants per party 2.5 2.7 9.3%2.4 2.8 16.04% Percentage of people that have been to San Luis Obispo before the marathon N/A N/A N/A 86.3%80.7%-6.44% Percentage of Non-Locals that drove to San Luis Obispo N/A N/A N/A 95.0%92.2%-2.96% Percentage of Non-Locals that rented a car N/A N/A N/A 1.6%4.6%181.82% Number of nights spent in a hotel/motel in San Luis Obispo County N/A N/A N/A 1.76 1.78 1.09% Percentage of Non-Locals that rented a hotel/motel in the City of San Luis Obispo N/A N/A N/A 76%76%0.77% Average spent on lodging per night $182.89 $175.00 -4.3%$149.57 $150.41 0.56% Average spent on meals per night $25.53 $24.09 -5.6%$52.28 $50.69 -3.03% Average spent on incidentals per day (souvenirs, etc)$22.16 $25.66 15.8%$38.47 $38.72 0.66% Average spent on gasoline $36.04 $29.89 -17.1%$57.11 $53.37 -6.55% Average household income of participant $107,435 $102,894 -4.2%$121,765 $128,140 5.24% Average age of participant 38.3 39.2 2.4%41.2 42.2 2.35% Percentage of Non-Locals that definitely or most likely will come back for a vacation N/A N/A N/A 85.1%84.6%-0.62% Tourism Business Improvement District Meeting Minutes Wednesday, July 10, 2013 10:00 am Embassy Suites, San Luis Obispo CALL TO ORDER: Chair Clint Pearce PRESENT: Walker, Wilkins, Patel, Hutton, Westrope STAFF PRESENT: Molly Cano, Tourism Manager Chair Pearce called the meeting to order at 10:04 am PUBLIC COMMENT None. CONSENT AGENDA ACTION: Moved by Hutton/Wilkins to approve the consent agenda. Motion carried 4:0 Arrival of Commissioners Westrope & Patel. BUSINESS ITEMS 1. STRATEGIC PLAN The Board discussed the next steps for the strategic plan and retreat process. They assigned the strategic plan taskforce. The taskforce includes: Commissioners Walker and Patel, Chair Pearce, and member Michael Adams. The Board set the date for the taskforce work session on July 22 & 23 and the retreat dates for August 19 & 20. 2. 2013-14 CONTRACTS The Board reviewed the contracts and discussed contractor work scopes for 2013-14 as considered during the budget discussion in May 2013. The Board agreed with the work scopes as presented. ACTION: Moved by Wilkins/ Patel to approve the contractor work scopes as presented for Visit San Luis Obispo County, Chamber of Commerce, Nature Corps, and SLO Wine. Motion carried 6:0 DRAFT LRC.2-1 Tourism Board Improvement District Minutes Page 2 The Boarded noted that after review by the contractors any major changes in the content or intention of the work scopes should be presented for Board approval in a subsequent meeting. 3. EVENTS PROMOTION The TBID events subcommittee members reported on the joint-subcommittee meeting and discussed the funding request for the 2013 Jazz Festival in October. Event organizer Scott Andrews was invited to answer additional questions from the Board. ACTION: Moved by Patel/ Wilkins to fund the 1st annual Jazz Festival between $4,000 - $5,000 from the TBID based on the support of the PCC to achieve full City sponsorship of $10,000. Motion carried 5:1 Opposed by Walker 4. VISIT CALIFORNIA VISITOR GUIDE The Board considered the opportunity to participate in a countywide co-op advertisement in the 2014 California State Visitor Guide with the Visit San Luis Obispo County. Staff presented them with options to cover the cost of the advertisement from their budget. ACTION: Moved by Westrope/ Patel to participate in the co-op ad in with Visit San Luis Obispo County in the Visit California Visitors Guide in the amount of $6,270 with $2,500 from TBID budget and remainder from the Rosetta marketing budget. Motion carried 6:0 5. TRADESHOW PARTICIPATION The Board considered participation the California based Travel & Adventure Shows in spring 2014 including the new San Diego Travel & Adventure Show in March 2014. The Board reviewed opportunities to add the additional show within the allocated budget. ACTION: Moved by Walker/ Hutton to participate in three California Travel & Adventure Shows including Santa Clara, Long Beach, and San Diego with single booth at each show and to maintain the $20,000 tradeshow budget. Motion carried 6:0 COMMITTEE COMMUNICATION TOURISM PROGRAM UPDATE Cano informed the Board of the need for funds to build out the SAVOR booth. The booth will follow a health and wellness theme and will include the bike blender smoothie maker for guest interaction. The Board considered additional promotional items like cowbells for the race but decided against it at this time unless more funds became available. The Board agreed with allocating funds to the build out of the booth by the marketing agency and Tourism Manager. ACTION: Moved by Patel/Westrope to allocate remaining $1800 from the tradeshow booth line item on the budget to cover the cost of the SAVOR booth expenses. LRC.2-2 Tourism Board Improvement District Minutes Page 3 Motion carried 6:0 Molly Cano then presented the tourism program update. She informed the Board of the results from the July 2nd City Council Meeting which included the council approval of the budget and work program for TBID and PCC. Cano also encouraged the Board to save the date for the Good Morning SLO soap box on July 25th to feature SLO Ambassador and ShareSLO. Meeting adjourned at 11:43 am LRC.2-3