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Home My WebLink About10-09-2013 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, October 9, 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 September 11, 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. QUARTERLY REPORT BY CONTRACTOR 30 min Verdin Marketing will present the 3rd quarter (July - September) brochure report and the SLO Chamber of Commerce will present the quarterly report. 2. TBID FIVE YEAR STRATEGIC CLARITY PLAN 20 min Clint Pearce, TBID Board Chair, will present the TBID’s five year strategic clarity plan to the committee. BUSINESS ITEMS 1. 2014 SLO HAPPENINGS PROGRAM UPDATE 30 min The taskforce in conjunction with Verdin will present the updated program proposal as the result of the taskforce planning session. 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 September 11, 2013 4. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on October 4, 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, September 11, 2013 5:30 pm at City Hall CALL TO ORDER: Chair Jill LeMieux PRESENT: Franciskovich, Rizzo, Pearce STAFF PRESENT: Molly Cano, Tourism Manager Chair LeMieux called the meeting to order at 5:31 pm PUBLIC COMMENT Ermina Karim of the San Luis Obispo Chamber of Commerce introduced Lynne Biddinger to the committee. Lynne will be an interim team member at the Chamber through the end of the year working on the tourism programs, contracts with the City for promotions, and other specific projects. Lee Johnson introduced himself as the new Economic Development Manager for the City, CONSENT AGENDA ACTION: Moved by Rizzo/Franciskovich to approve the consent agenda as presented. Motion carried 4:0 BUSINESS ITEMS 1. QUARTERLY EVENTS BROCHURE REVIEW Verdin presented the draft of the quarterly brochure for October-December for the committee’s review. The team noted that there were a small amount of food and wine events in the quarter. The committee was asked to send any final edits to staff by the end of the day on Friday for Verdin to address for the final brochure. 2. 2014 EVENTS PROMOTION PROGRAM DISCUSSION The Verdin team presented two program options for the committee’s consideration for the 2014 SLO Happenings program. Option one was the development of an app. Within the first year, the app would specifically be designed for iOS. It would maintain a custom CMS with events submissions portal. The second phase of the project would be in future years and designed for the android network. The promotion of this app would be through social media, contests, and custom facebook applications to promote downloads. Option two was DRAFT C.1-1 Promotional Coordinating Committee Minutes Page 2 focused on social media expansion specifically furthering facebook, and building twitter, youtube, instragram, pinterest. This would include a custom landing page to feature all social media channels and engagement, integrate facebook events app to promote events, and coordinate contests and giveaways. This option would have a targeted PR campaign for the launch, and possible unique installation advertising. Both options stayed within the budget and would take the place of a printed or digital brochure. The committee reviewed the options for discussion amongst the committee. The committee asked questions to the contractors including information on brochure downloads and and clicks per year. Ultimately the committee formed a taskforce to work with the contractor to better define the proposal. The task force members include: Marco Rizzo, Tom Franciskovich, and either Sasha Palazzo (who had expressed interest in the taskforce even in her absence) or Jill LeMieux. 3. EVENTS RFP The committee reviewed the results of the August subcommittee meeting including the draft event funding RFP. The subcommittee presented the RFP and discussed that the implementation would begin in the 2014-15 fiscal year. The RFP was designed to consolidate and streamline the non-GIA event funding process. ACTION: Moved by Pearce/Franciskovich adopt the proposed event funding application document. Motion carried 4:0 COMMITTEE COMMUNICATION GIA Report: Jill Lemieux mentioned that she has reached out to the History Center for their GIA grant. Tom Franciskovich has reached out to all his GIA contacts. The committee is encouraged to contact their assigned grant contacts to offer support. Tourism Program Update: Molly Cano presented the Tourism Program update. Cano provided an update on SAVOR planning: Continuing the booth design and other components of our event integration. SAVOR Run packages – last day to register online is tomorrow 9/12 SAVOR sweepstakes – 160 entries Our SAVOR weekend getaway includes: - 3 night stay at your choice of one of our 39 destination hotels - two tickets to Sunset at Hearst Castle on Thursday - two 2-day Main Event tickets for the festivities at Santa Margarita Ranch on Saturday and Sunday - two entries for the run event of your choice at the inaugural SAVOR Run on Sunday Cano is seeking volunteers for the booth by the end of the week Cano is preparing for the Visit California media event, September 24 in LA. The following day, Cano will be participating in the inaugural Visit California PR Summit. C.1-2 Promotional Coordinating Committee Minutes Page 3 Staff provided an update on the Jazz Festival to the Board. Due to permitting issues, the dates have been moved to May 2014. Meeting adjourned at 6:41 pm C.1-3 Community Promotions Budget 2013-14 Budget 2012-13 Amount Budget 386,500$ Total Budget 386,500$ Expenditure Last Updated 9/5/2013 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$ 36,785$ 11,215$ 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$ 126,789$ 20,211$ Remaining Balance 20,211.00$ C.2-1 Report to City of SLO- PCC Committee Public Relations Contract September 2013 Media Releases: City to the Sea Half Marathon (GIA)- Wrote and sent release to local outlets. Science After Dark (GIA)- Wrote and sent release to local outlets. The Carmen Project (GIA)- Wrote and sent release to local outlets. SLO Wind Orchestra (GIA)- Wrote and sent release to local outlets. Central Coast Writers Conference (GIA)- Sent release to local media outlets. La Guitarra Festival (GIA)- Sent release to local media as well as CA lifestyle magazines and newspapers. Central Coast Railroad Festival- Sent press release to local media and followed up with previous release sent to related publications, CA lifestyle publications and CA newspapers. Remnants of the Past- Followed up with previous release sent to home and garden publications as well as CA lifestyle magazines and CA newspapers. Nature Corp Volunteer Vacations- Wrote release highlighting new dates. Sent to corporate magazines as well as CA lifestyle magazines and CA newspapers. Worked with LA Times to publish story. Savor Run- Continued to distribute general release. C3-1 Media Contacts: Worked with Adeline Gheorghita from MediaPlanet to feature San Luis Obispo in their “Celebrating American Wine” 8-12 page tabloid section within San Francisco Chronicle. Sent content and sample itinerary for wine tourists. Working with Beth Greenup from Visit California Australia on a promotion to win a trip to San Luis Obispo. Promotion is estimated to reach 1.2 million people. Follow up with Maryann Hammers, freelance writer for 805 Living and Ventana Magazine on a story about Stand Up Paddle Boarding in the area. Submitted top reasons why San Luis Obispo is an ideal place to retire to online publication Retire.USA. http://retireusa.net/san-luis-obispo-california/. Submitted Nature Corps story idea for “Romanic Volunteer Vacation” to Judy Mandell at the Baltimore Sun. Coordinated with Seth Blackburn (American General Media Radio (KIQO/KKAL/KKJG/KZOZ) to interview Central Coast Rail Road Director on four radio stations. Submitted story idea to Kelly Queijo SmartCollegeVisit.com on what families traveling to visit colleges this fall will want to explore in San Luis Obispo. Coordinated with Brittany Silverstein from KCOY for a piece on the Central Coast Rail Road museum opening. Coordinated with Brittany Silverstein from KCOY for a piece on The Carmen Project. Coordinated and sent pictures to Joe Yogerst from LA Times for a story on the Central Coast highlighting wineries, beaches, wildlife, outdoor recreation, fine dining. Submitted story idea featuring The Madonna Inn to travel freelance writer Judy Colbert for an “Unusual Hotels” in the USA story. Met with Dr. Bernd Fischer of the German Consulate in Los Angeles to discuss tourist opportunities for German tourists and tour operators. Continue to work on building and growing contact lists as well as establishing contacts in key media outlets. Continue to work with the City and Rosetta on overall marketing campaign. C3-2 Additional Media Contacts: Central Coast Rail Road Festival: http://santamariatimes.com/news/local/stars-booked-for-central-coast-railroad- festival/article_c798cb70-145b-11e3-9d5b-001a4bcf887a.html http://www.lompocrecord.com/news/local/railroad-stars-booked-for-annual- festival/article_63c3df4e-1457-11e3-9c35-001a4bcf887a.html http://www.timespressrecorder.com/articles/2013/09/05/news/news61.txt http://santamariatimes.com/calendar/food-and-wine/ride-the/event_d5e27388- e1b2-11e2-82f4-10604ba0ccf0.html http://santamariatimes.com/calendar/arts/scenic-vintage-railcar- dayrip/event_30920766-0f2c-11e3-a4aa-10604ba0ccf0.html Friendliest Small Town: http://www.allvoices.com/news/15415530-only-1-day-left-to-vote-san-luis-obispo- friendliest-small-town-in-america Remnants from the Past: http://www.ecplaza.net/news/get-ready-for-the-remnants--193398-0.html http://www.retail-digital.com/press_releases/get-ready-for-the-remnants-of-the- past-vintage-show-for-fall-2013 C3-3 SLO HAPPENINGS EVENT BROCHURE DATE: OCTOBER 3, 2013 BROCHURE SUMMARY For the month of September, the digital brochure received 707 reads and 2,320 impressions. On September 26, we uploaded the new October – December brochure and sent the link to the City for the events page on SLOCity.org. ADVERTISING Below are the results of our online advertising campaign for the month of September: Media Outlet Impressions Clicks Click thru rate Facebook 27,726 531 1.20% VisitSLO.com 40,213 764 1.90% SanLuisObispo.com 24,868 72 0.29% * Online advertising has a national average click thru rate of 0.02% SLO Chamber Kiosk Total page views: 2,587 Event section views: NA 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 September we gained 442 additional likes, which brought our total likes to 11,129. Our average weekly reach, which is the number of unique people who saw any content from our page, was 15,706. 0 2,000 4,000 6,000 8,000 10,000 12,000 No v - 1 1 De c - 1 1 Ja n - 1 2 Fe b - 1 2 Ma r - 1 2 Ap r - 1 2 Ma y - 1 2 Ju n - 1 2 Ju l - 1 2 Au g - 1 2 Se p - 1 2 Oc t - 1 2 No v - 1 2 De c - 1 2 Ja n - 1 3 Fe b - 1 3 Ma r - 1 3 Ap r - 1 3 Ma y - 1 3 Ju n - 1 3 Ju l - 1 3 Au g - 1 3 Se p - 1 3 Facebook Likes Likes REVISED C.6-1 Grants- in-Aid Marketing Support- Aug 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 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 X X X X X Cuesta College Community Programs: Central Coast Writers' Conference Central Coast Writers' Conference X X X X X X Cal Poly Corporation on behalf of Central Coast Center for Arts Education Passport to the Arts X X X X X X Cuesta College Community Programs: City to the Sea Half Marathon City to the Sea Half Marathon, 5K & Kids Fun Run X X X X X X X Ecologistics, Inc.Central Coast Bioneers Conference X X X X X Foundation for the Performing Arts Center Bravo SLO X Opera of San Luis Obispo The Carmen Project X X X X X X 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 San Luis Obispo International Film Festival 2014 Festival X X X San Luis Obispo Museum of Art SLO Mini Maker Faire United Way of San Luis Obispo County Flavor of SLO C.4-1 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 X X History Center of San Luis Obispo County Exhibit Opening Event X X San Luis Obispo Children's Museum Science After Dark X X X X X San Luis Obispo Little Theatre 2013-14 Season X X X X San Luis Obispo Wind Ensemble 2013-14 Season 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 26 Total; 16 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 September 2013 Highlights from September in the Visitor Center: • Sold tickets for Rotary Homes of Distinction Tour • 6 WOW Leaders Toured the Visitor Center w/ their wow’ees SLO events promoted through Visitor Center: Cal Poly presents EmmyLou Harris SLO Little Theatre's Incorruptible Sunset Savor the Central Coast AAUW presents a Boutique Hotel Tour ECOSLO presents California Coastal Clean-up Day The 5th Annual SLO County Hunger Walk SLO Blues Society Concert Walk to End Alzheimer's Farm to Fork Food & Wine Tour Hope Dance Films present Bringing it Home SLO County Band Concert Central Coast Railroad Festival Remnants of the Past SLO Wind Orchestra Passport to the Arts Central Coast Writers Conference National Hispanic Heritage Month Rotary SLO Homes of Distinction Tour Savor Run SLO Children's Museum presents Twestival SLO SLO Little Theatre presents Incorruptible Cal Poly presents Lewis Black I Madonnari Festival Art After Dark Cal Poly PAC Presents La Guitarra Festival San Luis Obispo Symphony presents Pops by the Sea Monthly Visitor Center Interactions: September 2013 August 2013 September 2012 Visitors in center: 6,605 6,631 6,872 Phone calls: 517 682 530 Emails: 110 95 121 Calendar of Events: Events entered into calendar this month: 129 Events in the September calendar: 158 Promotional Product Sales: Visitor Guides: 22 City Maps: 49 Promotional Product Giveaways: Grand Jury Association Conference 100 VG, 100 Hike SLO Brochures & 100 Bags, 20 VG for Girls Scouts Troop 40200, 10 Tear-off Maps & 10 VG for Mission College Prep Students & TOT Comparision 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 Change +/-2012-13 2013-14 Change +/-2012-13 2013-14 Change +/- July 565,386$ 565,637$ 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 9.9%83.4 86.8 4.2 127.70$ 132.62$ 4.2 August 573,057$ 609,452$ 511,564$ 542,194$ 574,395$ 623,655$ 645,689$ 3.5%81.5 82.9 2 127.75$ 133.26$ 4.6 September 465,179$ 416,859$ 400,023$ 437,543$ 490,524$ 508,583$ 73 119.34$ October 418,474$ 416,905$ 414,870$ 442,586$ 437,805$ 469,977$ 69.3 116.19$ November 375,287$ 354,737$ 280,913$ 330,924$ 347,437$ 359,163$ 57.7 $107.34 December 312,510$ 274,871$ 246,684$ 274,417$ 314,784$ 319,451$ 50.9 $100.40 January 287,474$ 258,316$ 230,279$ 256,351$ 276,165$ 302,153$ 52.2 97.96$ February 342,220$ 292,343$ 273,373$ 302,246$ 323,359$ 344,160$ 60.8 $105.25 March 386,458$ 289,506$ 326,099$ 333,783$ 392,266$ 426,879$ 68.1 106.61$ April 388,911$ 391,891$ 423,158$ 451,133$ 475,913$ 486,850$ 71.7 118.03$ May 435,516$ 393,431$ 372,997$ 433,874$ 447,116$ 489,862$ 69.5 118.35$ June 513,631$ 456,098$ 490,326$ 512,543$ 578,234$ 610,948$ 79.5 130.32$ Total/Average 5,064,103$ 4,720,046$ 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 68.13 114.60$ * TOT incomplete Occupancy ADR * figures from Smith Travel Research report C.7-1 San Luis Obispo TBID Strategic Clarity 2014/15-2018/19 P.2-1 2 Mission The SLO TBID builds awareness to grow tourism, serving as the voice of San Luis Obispo. Values Integrity | Accountability | Adaptability | Collaboration | Determination | Innovation Unique Role of Value The SLO TBID provides the City of SLO with comprehensive tourism brand management through strategic partnerships and a robust marketing and promotional budget. Vision In SLO TBID manages the brand for the destination of San Luis Obispo, delivering balanced growth of tourism, with creativity and integrity. Vision Out San Luis Obispo is an unforgettable place where visitors engage in a unique lifestyle they aspire to, become emotionally attached, and return for renewal. Brand Intention Heart Side: Happy | Pride of Place | Inspiring | Relaxed | Rejuvenating Head Side: Experiential | Beautiful | Artisinal | Healthy | Authentic Strategic Imperatives Deliver Smart Growth | Develop the SLO Brand | Build Meaningful Partnerships | Contribute to an Unforgettable SLO Experience | Ensure Organizational Excellence Unique Value Proposition San Luis Obispo is an authentic and inviting California community where you can play, taste, explore, relax, and recharge. Strategic Clarity Strategic Clarity The elements of our Strategic Clarity are the SLO TBID’s “North Star” for the upcoming ﬁve ﬁscal years, setting the level of expectation and the tone and tenor of everything we plan. As we move into deﬁning speciﬁc initiatives, our Strategic Clarity will serve as a touchstone. Vision In What kind of organizational culture are we committed to being? Vision Out What is the ideal future state we will strive to create? What are we committed to making happen?Mission What is most important to us as we strive to realize our vision? What is the focus of our work?Values What are the fundamental beliefs that shape how we work together to serve our mission? Unique Role of Value What unique and valuable role do we play amongst our peer organizations? HOW do we provide value? Strategic Imperatives What must be accomplished during the planning horizon? Unique Value Proposition What unique and sustainable value does the destination of San Luis Obispo deliver? WHY San Luis Obispo? Brand Intention WHAT is the experience we want our destination to be known for? P.2-2 4 Strategy Made to Stick In order for our strategies to truly create change, we must have a way to measure progress and success. The SLO TBID has identiﬁed ﬁve key areas of focus called our Strategic Imperatives, and they will be measured as follows: ‣Deliver Smart Growth: We ensure growth that doesn’t simply bring more visitors, but truly focuses on bringing the visitors we desire most, as measured by 25% growth of TOT over 5 years, growing length-of-stay against 14/15 baseline by .1 year-over-year, growing average annual RevPAR for the city 20% over 5 years, and a 15% growth over 5 years in the occupancy average of the September-May shoulder months. ‣Develop the SLO Brand: We enhance the perception of our brand as a destination, as measured by: the consistency of brand perceptions in visitor surveys against our stated Brand Intention, print impressions (baseline established in 14/15), and monthly average unique visitors to the website growing 10% year-over year. ‣Build Meaningful Partnerships: We are more efﬁcient through partnerships, as measured by: value of partnership services received will be at least 1.25 times dollars spent, annual average of quarterly partner performance scores on internal surveys of at least 3.25 out of 4 points, and the annual score on an internal survey of partner mix against established criteria will be at least 3.5 out of 4. ‣Contribute to an Unforgettable SLO Experience: We will help the destination of SLO become a place where visitors return time and again, as measured by: growth in target demographics of 30% over ﬁve years on visitor surveys, a balanced calendar of events measured as pass/fail against established category expectations, and repeat visitor counts on visitor survey baselined in 14/15. ‣Ensure Organizational Excellence: The TBID will strive to consistently become stronger and more efﬁcient, as measured by: an annual “plan effectiveness” rating on an internal survey targeting 3.75 out of 4 points by year 5; an annual pass/fail check of board member liaison list completion; and 5-year membership engagement rates of 30% meeting attendance, 75% open rate of newsletter, and 40% survey response rate. For each of these Strategic Imperatives, we have identiﬁed a series of initiatives (p. 6-7) that must be undertaken in the coming year in order to accomplish what the Imperatives ask of us. Each initiative will be assigned a leader who will be responsible for delivering on the promise of the initiative, as measured by the metrics identiﬁed above. These same Strategic Imperatives will guide the annual initiative planning through the ﬁve-year cycle. Moving ForwardP.2-3 6 Develop the SLO Brand ‣Clarify and strengthen the SLO (TBID/ City) brand platform (attributes, stories, messaging and content, etc.) ‣Strengthen the SLO social media plan ‣Elevate SLO brand awareness via targeted PR ‣Bold Box: Develop an integrated and simpliﬁed approach in order to break the SLO brand “log jam” Strategic Imperatives & Related Initiatives Deliver Smart Growth ‣Develop an engaging and comprehensive Marketing Plan, highlighted by: website functionality, SEO, and mobile access ‣Maximize the SLO TBID trade show strategy ‣Identify, map and prioritize our target audiences for marketing and PR; align our efforts to targets ‣Bold Box: Create a truly world- class event that puts SLO on the global map Build Meaningful Partnerships ‣Develop a prioritized partnership management plan with CalPoly, Visit San Luis Obispo County, the Chamber of Commerce, and SLO Wine ‣Maximize our partnership/relationships with Visit California and Central Coast Tourism Council ‣Build an integrated booking engine that services across multiple platforms (online, phone, and mobile) ‣Bold Box: Create a system for evaluating and managing our partnerships Strategic Imperatives Ensure Organizational Excellence ‣Clarify the roles, responsibilities, and activities across the SLO TBID Board, staff, and associated partners ‣Ensure informative and relevant communication to all stakeholders ‣Implement a plan to manage, review, and refresh the ﬁve-year Strategic Plan ‣Bold Box: Energize SLO TBID membership participation Contribute to an Unforgettable SLO Experience ‣Develop a comprehensive social outreach program (digital, personal, physical) ‣Develop a complete system to create, curate, and evaluate (marketing) events ‣Develop a program to improve repeat visitor business ‣Bold Box: Develop a SLO concierge capability P.2-4 Tourism Business Improvement District Meeting Minutes Wednesday, September 11, 2013 10 am Hampton Inn CALL TO ORDER: Chair Clint Pearce PRESENT: Wilkins, Patel, Hutton, Walker, Patranella STAFF PRESENT: Molly Cano, Tourism Manager Chair Pearce: Call to Order at 10:03 am PUBLIC COMMENT Ermina Karim of the San Luis Obispo Chamber of Commerce introduced Lynne Biddinger to the committee. Lynne will be an interim team member at the Chamber through the end of the year working on the tourism programs, contracts with the City for promotions, and other specific projects. OATH OF OFFICE Commissioner Patranella was sworn in to serve on the TBID Board. CONSENT AGENDA ACTION: Moved by Hutton/Patel to approve the consent agenda. Motion carried 6:0 BUSINESS ITEMS 1. QUARTERLY REPORT BY CONTRACTOR Ryan Allshouse and Freya Wilkerson representatives from Rosetta presented the quarterly report on the ShareSLO program. Allshouse presented an overview of where the campaign has been since the creation including phase one: Build Awareness with the development and launch of the campaign, phase two: Be Everywhere to maintain a presence on multiple social channels and attended events, and phase three: Grow the Community to inspire and advocate to carry on sharing content. Some of the results achieved include a thriving social community, over 3 million impressions, strong connections with local businesses, events, and tourism organizations, and an active network of local passionate leaders (aka Street Team). After a very brief update on the role of the Ambassador, DRAFT LRC.2-1 Allshouse shared how the remaining program funds would be reallocated focusing on management, advertising, and street team allocations. Wilkerson then presented information on the Street Team participants including testimonials from the street team members. Allshouse then unveiled the new ShareSLO.com look and functionality. 2. TBID ANNUAL REPORT The Board reviewed the FY 2012-13 TBID annual report for recommendation to City Council on October 1, 2013. Pending the approval of the report by the City Council, the annual public hearing for the TBID will be scheduled for the November 5, 2013 City Council meeting. Commissioner Patel will present the report to the City Council with Molly Cano on October 1, 2013. The committee provided feedback on the report. Overall they were very enthusiastic about the information and the way it was presented. The committee asked staff to add the mention of increased length of stay for the goals section and to add a section about Visit San Luis Obispo County under partnerships. ACTION: Moved by Patel/Hutton to accept the 2012-13 TBID Annual Report for submission to City Council with the requested additions. Motion carried 6:0 3. EVENTS PROMOTION SUBCOMMITTEE The committee reviewed the draft event funding RFP that will be implemented in FY 2014-15. The RFP will be an annual process with the PCC however the TBID will accept applications throughout the year if funds are available for consideration. The committee commended the hard work of the subcommittee on creating the document. ACTION: Moved by Walker/Wilkins to accept the Events Promotion application as presented for use by the TBID. Motion carried 6:0 4. MARKETING CONTRACT RFP DISCUSSION The Board began the discussion of RFP process for the Marketing Services contract with the TBID and considered the formation of a taskforce to facilitate the process. Staff presented the expected timeline for the Board to follow in order to meet the deadlines of the RFP process. The Board discussed the importance of the all commissioners’ input in the review and selection of the contractors. The Board agreed to create a taskforce to develop the RFP document as the first phase but would like to revisit the next phase for the consideration of the full board. ACTION: Moved by Patel/Hutton to form a taskforce for the creation of the RFP document for the Board’s consideration. Motion carried 6:0 The following members formed the taskforce: Commissioners Patel, Hutton, Wilkins and constituent Michael Adams. 5. STRATEGIC PLANNING UPDATE The Board received a presentation from the taskforce on the draft strategic plan document from the retreat and taskforce work sessions. Chair Pearce presented the overview of the document including the mission and visions for the TBID. He then presented the strategic imperatives and the LRC.2-2 measurable to rate success for those goals. The Board shared that they were excited to see the report and the associated measurements. Public Comment: Ermina Karim from the SLO Chamber commended the Board on the inclusive work that was done to create the document and setting the course for the next few years. Mark Landon from the Nature Corps thanked the Board for including the partners in the process and expressed how impressive the draft plan looked overall. The final report will be presented for adoption at the October 9, 2013 TBID Board Meeting. Board and constituents are encouraged to thoroughly review the report in preparation for the meeting. COMMITTEE COMMUNICATION HOTELIER UPDATE No new hotel news to be discussed. The Board was encouraged to revisit their liaison list and make an effort to share the strategic plan document with their assigned properties. PCC UPDATE Molly Cano informed the TBID on the results of the PCC’s contract with Pierre Rademaker Design for the development of a Citywide Style Guide and Brand Standards Manual. Cano shared that after the recommendation for adoption by the PCC, Council reviewed it and accepted the direction as well. TOURISM PROGRAM UPDATE Molly Cano presented the Tourism Program update: Cano introduced Lee Johnson, the City’s new Economic Development Manager. Cano provided an update on SAVOR planning: Continuing the booth design and other components of our event integration. SAVOR Run packages – last day to register online is tomorrow 9/12 SAVOR sweepstakes – 160 entries Our SAVOR weekend getaway includes: - 3 night stay at your choice of one of our 39 destination hotels - two tickets to Sunset at Hearst Castle on Thursday - two 2-day Main Event tickets for the festivities at Santa Margarita Ranch on Saturday and Sunday - two entries for the run event of your choice at the inaugural SAVOR Run on Sunday Cano is seeking volunteers for the booth by the end of the week Cano is preparing for the Visit California media event, September 24 in LA. The following day, Cano will be participating in the inaugural Visit California PR Summit. Staff provided an update on the Jazz Festival to the Board. Due to permitting issues, the dates have been moved to May 2014. Meeting adjourned at 11:48 am LRC.2-3