HomeMy WebLinkAbout04-09-2014 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, April 9, 2014
5:30 p.m. Regular Meeting Conference Room #1
(919 Palm Street)
The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the
quality of life available to all residents of and visitors to San Luis Obispo and (2) promote, in a manner
consistent with long-range community goals, the development of San Luis Obispo as a regional and
tourist center.
CALL TO ORDER: Chair 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.
OATH OF OFFICE
Daniel Levi, Jill LeMieux and Sasha Palazzo, appointed by the City Council on March 18, 2014, will take
their Oath’s of Office to serve on the PCC.
CONSENT ITEMS
C.1 Minutes of the Meeting on March 12, 2014
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 SLO Happenings – Campaign Report
C.7 TOT Report
C.8 City Wayfinding Prototype Sign Map
Promotional Coordination Committee
BUSINESS ITEMS
1. SAN LUIS OBISPO CHAMBER OF COMMERCE 15 mins
Representatives from Chamber of Commerce will present the quarterly contractor update report.
2. 2014-2015 BUDGET DISCUSSION 15 mins
The Board will discuss possible recommendations as to 2014-2015 budget allocations.
3. 2014 SLO HAPPENINGS PROGRAM APP UPDATE 15 mins
Verdin will present an update on the 2014 SLO Happenings app.
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 March 12, 2014 Regular Meeting
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Lee Johnson, Economic Development Manager, do hereby certify
that on April 4, 2014, 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, March 12, 2014
5:30 pm at City Hall
CALL TO ORDER: Chair Jill LeMieux
PRESENT: Pearce, Cox, Franciskovich, Rizzo
STAFF PRESENT: Molly Cano, Tourism Manager Chair LeMieux called the meeting to order at 5:33 pm
CONSENT AGENDA
ACTION: Moved by Pearce/Cox to approve the consent agenda.
Motion carried 4:0
Commissioner Rizzo arrived to the meeting.
BUSINESS ITEMS
1. 2014 SLO HAPPENINGS PROGRAM APP
Verdin presented an update on the SLO Happenings app. Ashlee presented that they
moved forward with the 3x3 card because the cost was low and they were able to print and
additional 20k for a total of 120k. The app was now live for android and iPhone but iPhone
would need an update once it’s approved by Apple. They soft launched the app because of
this at the film festival. They are currently working on the press release with the Chamber for
the full launch. The full launch would also include package giveaways through the social
media channels.
2. ELECTION OF CHAIR & VICE-CHAIR
The committee nominated Jill LeMieux as Chair and Sasha Palazzo as Vice-Chair for the
term of April 2014 to March 2015.
ACTION: Moved by Cox/Rizzo to appoint Jill LeMiuex to Board Chair and Sasha Palazzo to Vice Chair.
Motion carried 5:0
3. SAN LUIS OBISPO CHAMBER OF COMMERCE
Representatives from Chamber of Commerce presented the future program and funding
requests for the consideration of the committee. The funding requests included: Public
Relations at $58,000, media monitor service for $5,000-$7,000, GIA PR Support for
$25,000, and SLO City tear off maps for $8,000.
4. BYLAW AMENDMENT
The committee will consider the following amendment to the PCC bylaws:
DRAFT
Promotional Coordinating Committee Minutes
Page 2
Article 2: Membership: “The seventh member shall be a member of the Tourism
Improvement District (TBID) Board as appointed by the TBID Board.”
ACTION: Moved by Rizzo/ Franciskovich to recommend the bylaw amendment to Article 2: Membership to read “The seventh member shall be a member of the Tourism Improvement District (TBID) Board as appointed by the TBID Board.”
Motion carried 5:0
COMMITTEE COMMUNICATION
GIA Report: None.
TBID Report: Clint Pearce updated the committee on the recent TBID meeting and reviewed the minutes included with the agenda.
Tourism Program Update: Molly Cano presented the Tourism Program update on the following topics: Presented the Wayfinding Sign photos from the fabricator - Chair LeMiuex requested that the phased sign locations be provided at the next meeting. Brand USA FAM - They have a digital influencer coming through California later next week to produce content to support their paid digital media buy in Japan. - 9 road trips with only 1 in CA - Estimated reach: 800,000 – 1,200,000 social impressions • Nagisa Fugikato (social community manager in Japan for BUSA) • Yamamosa Rita (Japanese influencer) • Matthew Finley (photographer with Brand USA agency) Maternity Leave - Friday will be my last day in the office - Lee will be your contact during my leave
Meeting adjourned at 6:30 pm
Community Promotions Budget 2013-14
Budget 2013-14 Amount
Budget 386,500$
Total Budget 386,500$
Expenditure Last Updated 3/5/2014
Expenditure Committed Contracts Other Expenditures
Available
Balance Contractor
Grants-in-Aid Program*116,203$ 25,000$ 90,004$ 199$ City Administration
Events & Activities 81,000$ 33,000$ 43,785$ 4,215$ 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 388,699$ 220,500$ 133,789$ 13,410$
Remaining Balance 13,409.54$
* Returned funds from 2010-11 GIA = $1198.54
Report to City of SLO- PCC Committee
Public Relations Contract
March 2014
Media Releases:
San Luis Obispo Continues to Garner National Attention on Numerous
‘Best of’ Lists- Wrote and sent a second release highlighting SLO’s recent
accolades in several “best of” categories. Distributed locally and nationally.
San Luis Obispo to Celebrate International Day of Happiness along with major
cities and the United Nations- Wrote and sent a second release highlighting SLO’s
involvement as the ‘Happiest Town’ in international events. Distributed locally and
nationally.
San Luis Obispo launches “SLO Happenings” mobile app- Wrote and sent
release regarding the new ‘SLO Events’ app developed by Verdin and GFL Systems.
Distributed regionally.
Hearst Castle featured in Lady Gaga’s newest video- Wrote and distributed
release to entertainment publications detailing Hearst Castle locations featured in
video.
San Luis Obispo County’s work environment leads the nation- Wrote and
distributed release both locally and nationally, following San Luis Obispo’s national
number one rank in work environment.
“Snake Rattle and Roll”- Science After Dark Lecture Series- Distributed release
highlighting the Art After Dark event. Distributed locally.
Media/Community Relations:
1. Worked with the Madonna Inn and Luna Red to host Dr. Margit Brinke
and Dr. Peter Kränzle, German travel writers who are updating a German
guide book of California.
2. Worked with Mimi Slawoff of LA Parent Magazine looking to write an
article about family friendly activities and vacations on the Central Coast.
Although she was specifically interested in Pismo, Shell or Avila Beach, we
helped with her request and suggested additional opportunities in San Luis
Obispo.
3. Responded to query from a reporter looking to write an article about
volunteer vacations. Sent information about Nature Corps and the recent
Valentine weekend vacation.
4. Submitted Doc Burnsteins and Formagerie Sophie as new attractions for
the Visit California publication ‘What's New in California - Summer 2014.’
5. Responded to query from a reporter looking to write an article about top
travel destinations. Sent information including the recent coverage that
San Luis Obispo has received from CBS News among others as a top
place to visit and live.
6. Provided video of San Luis Obispo to Monglo Global tours. Video will be
used to entice American and Chinese visitors to participate in trips to San
Luis Obispo and the Central Coast.
7. Worked with Jen Andrade, Founder/Writer of The Mom Reviews, a Travel
& Lifestyle Blog, in preparation for her April visit to San Luis Obispo. Jen
has previously worked with the Chamber to review San Luis Obispo and
the Apple Farm Inn.
8. Provided photos of San Luis Obispo and Cal Poly to lifestyle columnist
Jaslin Yu of Sing Tao Daily in San Francisco.
9. Worked to identify San Luis Obispo marketing and PR opportunities in
connection with Lady Gaga’s video made at Hearst Castle which was
released this month.
10. Worked with Craig Cowan of “Live Happy” magazine to include San Luis
Obispo (along with a handful of national cities including: New York,
Chicago, Dallas, Atlanta, Los Angeles) to present a “Wall of Happiness”
on March 20th-- International Day of Happiness. The 10 by 7 foot wall
was displayed at Farmers Market and in the Mission Plaza. Visitors were
encouraged to join the happiness movement by sharing an Act of
Happiness card and posting it on the wall.
11. Worked with Rozette Diaz, co-founder of Restless Weekends, a travel
series for Los Angeles twentysomethings to promote San Luis Obispo and
Hearst Castle.
12. Responded to query from a reporter looking to write an article about hotels
that have a strong art influence--ones that offer guests something creative
to do. Sent information and videos about Granada Hotel’s Art Bar.
13. Worked with reporter to cover San Luis Obispo along with profile of Paso
Robles Wine Festival.
14. Worked with Quentin Long, Managing Editor of International Traveler
Magazine with a reach of approx. 1.5 million Australians, to find
accommodations for his upcoming visit.
15. Worked with Lisa Davies of Pet News Radio on a story positioning San
Luis Obispo as a community that goes above and beyond to cater to
travelers with pets.
16. Worked with Cari Bacon, editor of BusyBeeBlogger.com, on her upcoming
trip to Paso Robles. Highlighted suggestions of things to do and see in San
Luis Obispo.
17. Spoke on KSBY about the recent Yahoo and Grinder coverage and how it
affects tourism in San Luis Obispo.
18. Spoke to KCBX about San Luis Obispo leading the nation in work
environment as relates to the Gallup-Healthways article.
19. Worked with Trisha Clayton of LocalGetaways.com to feature a story and
photos of San Luis Obispo.
Media Relations/Placement
1. Video and article highlighting California’s Central Coast
Featured on Yahoo homepage
GrindTV.com (in association with Yahoo Sports)
Unique Monthly Users: 14,000,000
http://www.grindtv.com/outdoor/outposts/post/my-playground-big-sur-
4/#.UzMXwayojWg.facebook
2. International Day of Happiness
Happiness wall in Mission Plaza and Farmer’s Market
Tribune: Circulation: 40,000
KSBY: Viewership: 22,683
http://www.sanluisobispo.com/2014/03/21/2982387/slo-residents-share-acts-
of-happiness.html
http://www.ksby.com/news/international-day-of-happiness-raises-money-for-
big-brothers-big-sisters/
3. SLO Happenings App
Tribune: Circulation: 40,000
KSBY: Viewership: 22,683
http://www.ksby.com/news/new-app-to-announce-events-in-san-luis-obispo/
http://www.sanluisobispo.com/2014/03/25/2988977/new-app-lists-local-events-activities.html
4. San Luis Obispo: Number one in the nation for work environment
Number six in the nation for overall well-being
Huffington Post: 4,055,663 Daily Visitors
NBC Online: 192,975 Daily visitors
http://www.gallup.com/poll/167984/provo-orem-utah-leads-communities.aspx
5. San Luis Obispo: Healthiest Counties in the Country
Number six county for lowest air particulate matter
Washington Post: Daily Visitors: 1,064,182
http://www.washingtonpost.com/blogs/govbeat/wp/2014/03/26/the-ten-maps-
that-illustrate-the-healthiest-counties-in-america/
6. Family travel: It’s time to find your happy place
Dallas News: Circulation: 190,613
http://www.dallasnews.com/lifestyles/travel/columnists/lynn-o_rourke-
hayes/20140328-family-travel-its-time-to-find-your-happy-place.ece
7. Weekend getaways
Driving getaways for residents of Nob Hill, San Francisco
Nob Hill Gazette: Circulation: 75,000
http://www.nobhillgazette.com/wp/2014/03/03-14-weekender/
8. Art Bar at Granada
Featured as an ‘Escape form LA’
Examiner.com: Daily Visitors: 639,000
http://www.examiner.com/article/paint-the-town-at-slo-s-granda-hotel-new-art-
bar?cid=rss
9. Hearst Castle App
Featured in the ‘What’s New’ section of Visit California
Examiner.com: Daily Visitors: 639,000
http://media.visitcalifornia.com/Story-Development/Whats-New/?id=92121
10. Science After Dark: Shake, Rattle and Roll
KSBY: Viewership: 22,683
AllVoices.com: Daily Visitors: 91,951
http://www.ksby.com/news/kids-can-learn-about-rattlesnakes-at-shake-rattle-and-roll
Grants- in-Aid Marketing Support- March 2014 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 X
Foundation for the Performing Arts Center Bravo SLO X X X X X X
Opera of San Luis Obispo The Carmen Project X X X X X X
Ballet Theatre San Luis Obispo 2013-14 Season X X X X X
Civic Ballet 2013 Nutcracker Ballet X X X X
San Luis Obispo Symphony New Year's Eve Anniversary Concert X X X X X X
Jewish Community Center of San Luis Obispo
(JCCSLO)Jewish Film Festival X X X X X X
San Luis Obispo International Film Festival 2014 Festival X X X X X
San Luis Obispo Museum of Art SLO Mini Maker Faire X
United Way of San Luis Obispo County Flavor of SLO X
Almond Country Quilt Guild Seven Sisters Quilt Show X X X X X X
Cal Poly Corporation: University Arts Gallery Exhibition Season X X X
Central Coast Children's Choir Annual Concerts- 20th Anniversary X X
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 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; 23 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:
Visitor Services Contract Report
March 2014
Highlights from March in the Visitor Center:
Selling Ticket’s for Monday Club Adobe architectural Tour
Selling bus passes for SLO Transit Authority
Delivered SLO Marathon posters to hotels, wineries & downtown businesses
SLO events promoted through Visitor Center:
St. Benedict's Classical Guitar Concert
GALA Dinner at The Monday Club
SLO Wind Orchestra & Cuesta Wind Ensemble
Health and Fitness Expo
Central Coast's Women's Symposium
Tri Tip BBQ to Benefit Nancy Beighley
SLO Little Theatre’s Ubu’s Other Shoe
Irish Folk Music
Cal Poly presents Symphony Winter Concert
Madonna Inn's Women's Hall of Fame Luncheon
Cal Poly presents The MET Live in HD
Arts Obispo Comedy Show
CASA's Girls Night Out
Vocal Arts Ensemble presents Celtic Charms
Science After Dark
Cal Poly presents Wind Band Concert
The San Luis Obispo Blues Society Concert Series
Canzona Women's Ensemble
Art After Dark in San Luis Obispo
Phyllis Madonna's Musical Revue & Fashion Show
SLO International Film Festival
Cal Poly Diversity and Inclusiveness Colloquium
Big Brothers Big Sisters Disco Bowling
Festival Mozaic’s WinterMezzo Series
Cal Poly presents The MET Live in HD
First Presbyterian Church Organ Concert
Cal Poly presents Arab Music Ensemble
Monthly Visitor Center Interactions:
March 2014 February 2014 March 2013
Visitors in Center: 6,200 4,451 4,690
Phone calls: 551 477 627
Emails: 109 121 131
Calendar of Events:
Events entered into calendar this month: 57
Events in the March calendar: 81
Promotional Product Sales:
Visitor Guides: 41
City Maps: 42
Promotional Product Giveaways:
State of CA. Office of Emergency: 250 Tear-off Maps, Arson Investigator Conference: 250 Tear-off Maps, 100 Hike
Maps.
SLO HAPPENINGS MONTHLY REPORT
DATE: APRIL 9, 2014
APP SUMMARY
March was an exciting month for the SLO Happenings app! It launched in partnership with the SLO
Film Festival. The splash page that directed iPhone and Android users to their appropriate app stores
for instant downloading also went live. So far the app has had 1,248 total downloads, 2,289 page visits
and 2,792 page views. More than 25 events have been submitted through the app to date. Printed cards
promoting the app were also distributed to local hotels and the SLO Visitor’s Center. These cards will
continue to be distributed to these facilities on a monthly basis.
ADVERTISING
Media Outlet Impressions Clicks Click thru rate
Facebook 34,169 782 2.29%
SOCIAL MEDIA
In March, we posted upcoming events and information on the Facebook page 6-7 times per week,
which has been successful at increasing engagement of the page. During the month of March we gained
621 additional likes, which brought our total likes to 14,289. Our average weekly reach, which is the
number of unique people who saw any content from our page, was 13,543. We also ran a Comment-to-
Win Facebook contest that gave away a Roll out the Barrels VIP Package for two.
0
1000
2000
Downloads
Visits
March
App
Stats
Android
iPhone
0
5000
10000
15000
20000
Facebook Likes
Likes
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$ 674,244$ 8.1%81.5 82.9 2 127.75$ 133.26$ 4.6
September 465,179$ 416,859$ 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ -0.5%73 73.9 1.3 119.34$ 121.10$ 1.5
October 418,474$ 416,905$ 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 8.4%68.8 70.6 2.6 114.95$ 119.51$ 4.0
November 375,287$ 354,737$ 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 18.5%56.6 62.8 10.9 $107.59 113.79$ 5.8
December 312,510$ 274,871$ 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 11.2%50.9 54.9 9.2 $100.40 107.23$ 6.9
January 287,474$ 258,316$ 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 9.8%52.2 54.7 4.7 97.96$ 102.51$ 4.6
February 342,220$ 292,343$ 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 6.6%60.8 64.1 3 $105.25 104.94$ 2.4
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$ 68.00 114.52$
Occupancy ADR
Figures from Smith Travel Research report
PAL800P
Side 2 - 3A
Scale: 1/2"=1'
PAL800P
Side 1 - 3A
Scale: 1/2"=1'
MOR900P
Side 1 - 3A
Scale: 1/2"=1'
MOR900P
Side 2 - 3A
Scale: 1/2"=1'
SRO1000 - 2C
Scale: 1/2"=1'
HIG1000 - 2B
Scale: 1/2"=1'
CHO1000 - 2B
Scale: 1/2"=1'
MON1100 - 1B
Scale: 1/2"=1'
MAR600 - 1A
Scale: 1/2"=1'
MAR700 - 2A
Scale: 1/2"=1'
SRO800 - 2A
Scale: 1/2"=1'
Tourism Business Improvement District
Meeting Minutes
Wednesday, March 12, 2014
10 am at City Hall
CALL TO ORDER: Chair Clint Pearce
PRESENT: Pearce, Wilkins, Patel, Hutton, Walker, Patranella
STAFF PRESENT: Molly Cano, Tourism Manager; Lee Johnson, Economic Development Manager
Call to Order at 10:03 am
Public Comment:
Mark Landon of Nature Corps thanked the Board for their support and all of the tourism partners that
make the program successful.
CONSENT AGENDA
ACTION: Moved by Patel/Walker to approve the consent agenda.
Motion carried 6:0
PRESENTATIONS
1. COUNTYWIDE TMD UPDATE
Stacie Jacob of Visit San Luis Obispo County updated the Board on the status of the Countywide TMD
(Tourism Marketing District). Jacob mentioned that the draft district management plan was complete
and was ready for review by the taskforce later in the week. She also noted that the TMD presentation
was given to the SLO Chamber Economic Development and Tourism committees earlier in the month
and feedback from that committee was expected by March 20th. Commissioner Patel asked for VSLO
County to take the lead to get the communication out to all hotels in San Luis Obispo. Jacob mentioned
that she was looking for support from the TBID Board on that process. Patel also asked about the
language of the 5 year plan regarding the management of the district and the appointed seats. Jacob
explained that each City/TBID would appoint one voting member to the 15 member Board and that in
the plan there would be a 30 day window for protest each year during the 5 year district timeframe.
2. ROSETTA QUARTERLY REPORT
Representatives from Rosetta presented the quarterly contractor report for all marketing activities. They
shared quarterly highlights including ads, weekend Sherpa media visit, brochure updates, and
tradeshow activities and the website is up 32% in site visits compared to the same quarter last year.
They also shared the design and function of the mobile experience for SanLuisObispoVacations.com. The
Board provided feedback on exploring the name “SLO Life” for the mobile experience because they were
concerned with an additional brand being added to the TBID’s brand platform. They also wanted to
DRAFT
Tourism Board Improvement District Minutes Page 2
Page 2 of 3
ensure that the “badge categories” for the play side of the mobile experience we in line with the TBIDs
brand and target audiences.
BUSINESS ITEMS
1. ANNUAL PARTNERSHIP & FUNDING REQUESTS
The Board received presentations on the annual partnership requests from key partners for 2014-15
budget. The partnership funding requests were presented by:
• San Luis Obispo Chamber of Commerce
• SLO Wine Country Association
• Nature Corps
• Cal Poly Athletics/Nelligan
The Board asked question of each partner and requested that the budget taskforce review the proposals
further for the consideration of the budget allocations.
Commissioner Patranella departed the meeting at 11:11 am.
2. ELECTION OF BOARD CHAIR AND VICE-CHAIR
The board members nominated Nipool Patel as the board chair and Clint Pearce vice-chair for April 2014
to March 2015. According to the TBID bylaws, the immediate Past Chairperson shall automatically serve
as the Vice Chairperson.
ACTION: Moved by Pearce/ Walker to appoint Nipool Patel to Board Chair and Clint Pearce to
Vice Chair.
Motion carried 5:0
3. REVIEW OF PROPOSED TERM SHEET FOR ZEPPLIN’S HELIUM
The Board reviewed the draft term sheet proposed for the Zepplin’s Helium online reservation system.
Helium is a locally developed custom online reservation software. The Board has recommended purchasing
the software for integration onto the SanLuisObispoVacations.com website based on the outcome of the
contract negotiations. The term sheet calls for 5 milestone payments to be released by an appointed
taskforce authorized to release funds. The Board requested that quarterly reports through the 5 year term be
added to the term sheet so the Board could be aware of how successful that marketing guarantees of the
program were performing. Staff informed the Board that the City Attorney will require that outside Counsel is
used for the completion of the agreement at the expense of the TBID.
ACTION: Moved by Patel/ Hutton to approve the term sheet with the addition of the quarterly report to
the board through the 5 year term and to allocate up to $5,000 for the contract preparation by outside
Counsel through the City Attorney.
Motion carried 5:0
The following taskforce was appointed to oversee the milestone completion and authorize the release of
payments: Matt Wilkins, Clint Pearce, and Nipool Patel.
4. SAVOR BAG DESIGN CONSIDERATION
Rosetta presented the creative design concept for the for the SAVOR 2014 bag for the Board’s review and
approval. The Board provided feedback that they real photo concept on the bag design #1 but would like to
see new content in the leaf design, additional color, and the phone number more prominent. They would also
like to see how to integrate the mobile experience information but without diluting the brand by adding in the
SLO Life brand.
The Board also considered ordering additional bags of TBID promotional use. They decided not to order
additional bags this year due to the possible rebranding.
Tourism Board Improvement District Minutes Page 3
Page 3 of 3
5. CHAMBER OF COMMERCE VISITOR GUIDE ADVERTISEMENT
Jill LeMieux from Chamber of Commerce present the 2014-15 Visitors Guide and possible placement options
and cost. The cost for the ad would remain the same as last year at $3,229. Staff noted that the Board had
already budgeted for the ad.
ACTION: Moved by Patel/Walker to approve the $3299 fir the ad in the Chamber Visitor Guide
with the same ad placement.
Motion carried 4:0
Abstain: Pearce
The Board requested that Rosetta bring the ad design to the April meeting for approval.
COMMITTEE COMMUNICATION
HOTELIER UPDATE
Commissioner Patel reported that he had connected with many of the budget sector properties. Those
properties expressed the interest and support in the booking engine and were not in support of the
concept of the TMD. They did not have adequate information but were concerned with a new
assessment.
Commissioner Wilkins reported that he had been in touch with a few of his properties as well to inform
them of the booking engine and received mixed feedback.
PCC UPDATE
Clint Pearce reviewed the minutes with the Board of the PCC’s February meeting.
TOURISM PROGRAM UPDATE
Molly Cano presented the Tourism Program update:
Brand USA FAM
- They have a digital influencer coming through California later next week to produce content to
support their paid digital media buy in Japan.
- 9 road trips with only 1 in CA
- Estimated reach: 800,000 – 1,200,000 social impressions
• Nagisa Fugikato (social community manager in Japan for BUSA)
• Yamamosa Rita (Japanese influencer)
• Matthew Finley (photographer with Brand USA agency)
Next Steps for Marketing Contractor
- April Meeting Board will review the draft terms and scope of work documents including the
MOU between BCA and Studio Good for recommendation to Council
- May 6th the item will go before council for their approval
Scheduling for taskforce meetings
- Watch your emails today for schedule requests for the budget taskforce meetings and the next
strategic plan task force meetings
Maternity Leave
- Friday will be my last day in the office
- Lee will be your contact during my leave
Meeting adjourned at 12:38 pm