HomeMy WebLinkAbout07-13-16 - PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, July 13, 2016
5:30 P.M.
City Hall – 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 Stephanie Roberson
PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you may
address the Committee on items that are not on the agenda but are of interest to the public and within the
subject matter jurisdiction of the Promotional Coordinating Committee. The Committee may not discuss or
take action on issues that are not on the agenda other than to briefly respond to statements made or questions
raised, or ask staff to follow up on such issues.
CONSENT ITEMS
C.1 Minutes of the Meeting on June 8, 2016
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 Promotions Report
C.7 SLO Happenings Technology Report
C.8 TOT Report
PRESENTATIONS
1. SLO HAPPENINGS TECHNOLOGY YEAR-END REPORT 5 mins
Representatives from the GFL will present the 2015-16 year-end report for the SLO Happenings
Technology contracted services for the PCC.
2. SLO HAPPENINGS PROMOTION YEAR-END REPORT 20 mins
Representatives from the FreshBuzz will present the 2015-16 year-end report for the SLO Happenings
Promotion contracted services for the PCC.
3. CHAMBER YEAR-END REPORT 20 mins
Representatives from the SLO Chamber will present the 2014-15 year-end report for the contracted
services for the PCC.
Minutes - DRAFT
Promotional Coordinating Committee
Wednesday, June 08, 2016
Regular Meeting of the
Promotional Coordinating Committee
CALL TO ORDER
A Regular Meeting of the Promotional Coordinating Committee was called to order on
Wednesday, June 8th, 2016 at 5:40 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Vice Chair Jill LeMieux.
ROLL CALL
Present: Committee Members Deborah Lewis, Patricia Loosley, Sasha Palazzo, Matthew
Wilkins, Vice-Chair Jill LeMieux, and Chair Stephanie Roberson (5:45).
Absent: Committee Member Daniel Levi.
Staff: Tourism Manager Molly Cano and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA ITEMS
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, MAY 11, 2016
Vice Chair LeMieux called for a motion covering both sets of minutes on the Consent
Agenda (Items C1 and C9).
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECOND BY
COMMITTEE MEMBER LEWIS, CARRIED 5-0, to approve the Minutes presented
from the Regular Promotional Coordinating Committee meeting of May 11, 2016 (Item
C1) and the Special Promotional Coordinating Committee meeting of May 18, 2016
(Item C9).
C2. COMMUNITY PROMOTIONS BUDGET REPORT
By consensus, the Committee directed staff to receive and file the Community
Promotions Budget Report.
Promotional Coordinating Committee Minutes of June 8th, 2016 – DRAFT Page 2
C3. PUBLIC RELATIONS REPORT
By consensus, the Committee directed staff to receive and file the Public Relations
Report.
C4. GRANTS-IN-AID SUPPORT REPORT
By consensus, the Committee directed staff to receive and file the Grants-in-Aid
Support Report.
C5. VISITOR CENTER REPORT
By consensus, the Committee directed staff to receive and file the Visitor Center
Report.
C6. SLO HAPPENINGS PROMOTIONS REPORT
By consensus, the Committee directed staff to receive and file the SLO Happenings
Promotions Report.
C7. SLO HAPPENINGS TECHNOLOGY REPORT
By consensus, the Committee directed staff to receive and file the SLO Happenings
Technology Report.
C8. TOT REPORT
By consensus, the Committee directed staff to receive and file the TOT Report.
C9. MINUTES OF THE SPECIAL MEETING ON MAY 18, 2016
See motion, Item C1.
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY REPORT
Molly Kern, Chamber of Commerce Director of Communications and Business
Education, noted the following past month highlights support the “hub and spoke”
marketing focus which the Chamber stresses. San Luis Obispo was featured in the
Lonely Planet list of the top 25 things to do in California, specially noting the Amtrak
Surfliner trips; San Luis Obispo is #18 on Thrillist Travel “25 Best Small US Cities To
Spend The Weekend” listing, noting the millennial demographic target market; and a
Gear Patrol piece titled “72 hours in San Luis Obispo County”.
Promotional Coordinating Committee Minutes of June 8th, 2016 – DRAFT Page 3
BUSINESS ITEMS
1. 2016-17 EVENT PROMOTION FUNDING RECOMMENDATIONS
Tourism Manager Cano reported that the Tourism Business Improvement District
Board (TBID) had approved funding at all levels recommended by the joint Events
Subcommittee. Vice Chair LeMieux reviewed each of the events, the subcommittee
funding recommendations, and explained that the funding recommendation for the Roll
Out the Barrels Weekend event is pending review of the upcoming 2016 event.
ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY
COMMITTEE MEMBER LEWIS, CARRIED 6-0, to approve the Event Promotion
Sponsorship funding as presented including: $5000 for 2017 Jazz Festival; $5000 for
Earth Day Food & Wine; $5000 for WinterMezzo; $8000 for the Film Festival; $3000
for SLO Craft Beer Festival; $5000 for SLO Marathon and with the understanding that
the Roll Out the Barrels Weekend event funding of $4000 is pending review of the
upcoming 2016 event
2. 2016-17 SLO HAPPENINGS PROMOTIONAL MARKETING PROPOSAL
Tourism Manager Cano reviewed the 2016-17 SLO Happenings promotional marketing
proposal and budget allocation, which is based on the committee’s funding allocation
specified during the May 11, 2016 meeting.
ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY
COMMITTEE MEMBER LEWIS, CARRIED 6-0, to approve the SLO Happenings
promotional marketing proposal as presented.
3. 2016-17 CONTRACTOR WORK SCOPES & AGREEMENTS TERMS
Tourism Manager Cano presented the 2016-17 contractor scope of work for the
Chamber of Commerce and GFL Systems.
Public Comment:
Michael Holliday, owner GFL Systems, Inc. stated, “GFL is awesome”.
ACTION: MOTION BY CHAIR ROBERSON, SECOND BY COMMITTEE
MEMBER WILKINS, CARRIED 6-0, to approve the GFL scope of work as presented.
ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY
COMMITTEE MEMBER LEWIS, CARRIED 5-0-1 (LeMieux abstained), to approve
the Chamber of Commerce scope of work as presented.
PCC LIASON REPORTS & COMMUNICATION
1. GIA UPDATE – LIAISON REPORTS
No reports at this time.
Promotional Coordinating Committee Minutes of June 8th, 2016 – DRAFT Page 4
2. TBID BOARD REPORT
Committee member Wilkins reviewed the May 11, 2016 TBID minutes and discussed
the TBID Board’s position on the funding level recommended for the SLO Marathon.
Tourism Manager Cano reported that the Tourism intern position was approved by the
TBID Board and that it will be presented to City Council on June 14, 2016.
3. TOURISM PROGRAM UPDATE
Tourism Manager Cano reported that today was the last day for the current Tourism
Intern, Mattie Kuber, that a new intern has been hired for the summer, and reviewed
that GIA recommendations will be presented to City Council at their July 12, 2016
meeting.
ADJOURNMENT
The meeting was adjourned at 6:19 p.m. The next Regular PCC meeting is scheduled for
Wednesday, July 13, 2016 at 5:30 p.m. in the Council Hearing Room, 990 Palm Street, San Luis
Obispo, California.
APPROVED BY PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2016
BUSINESS ITEMS
1. 2016-17 SLO HAPPENINGS TECHNOLOGY UPDATES 15 mins
The committee will review SLO Happenings app layout and flow as well as define when push
notifications will be used.
2. PCC COMMITTEE STRATEGIC PLAN DEVELOPMENT 20 mins
The committee will discuss the process, timeline and requirements for the development of a PCC strategic
plan.
3. GIA LIAISON ASSIGNMENTS 5 mins
The Committee will review the 2016-17 GIA recipient list and assign committee liaisons.
PCC LIAISON REPORTS & COMMUNICATION
At this time Committee members make announcements, report on activities, refer to staff issues for study and
report back to the Committee at a subsequent meeting.
1. GIA UPDATE – LIAISON REPORT
2. TBID BOARD REPORT – TBID Minutes June 8, 2016
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on July 8, 2016 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.
Community Promotions Budget 2016-17
Budget 2016-17 Amount
Budget 403,609$
2015-16 Released Encumbrances -$
Returned Funds (GIA)-$
Total Budget 403,609$
Expenditure Last Updated 7/8/2016
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ 100,000$ -$ GIA Recipients
Grants-in-Aid Promotional Support Contract 28,000$ -$ Chamber of Commerce
Event Promotion Funding 40,000$ 35,000$ 5,000$ City Administration
SLO Happenings Program - Technology 15,900$ -$ GFL
SLO Happenings Program - Promotion 30,000$ -$ FreshBuzz
General Contract Services 7,600$ -$ 7,600$ Various: FreshBuzz,
Visitors Center 103,000$ -$ Chamber of Commerce
PR Contract 34,000$ -$ Chamber of Commerce
Downtown Maps 8,500$ Chamber of Commerce
Support Cost 5,000$ -$ City Administration
Administration 31,609$ 31,609$ City Administration
Total 403,609$ 12,600$
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2016
Media/Community Relations
1. Continued working with Landis PR on an arts FAM this fall.
2. Pitched San Luis Obispo as a destination post to Hello Mrs.
3. Hosted Chaney Kwak, a writer with Conde Nast, who was on a reconnaissance road trip
to gather story ideas.
4. Began coordinating press trip for writer and photographer with Revista Lugares, an
Argentinean travel magazine, this August.
5. Worked with SLO Wine to host a group of LA wine writers experiencing Roll Out the
Barrels.
6. Provided images of BarrelHouse Speakeasy to Canadian Traveller Magazine for
inclusion in their California feature.
7. Worked with Motel Inn developers to begin creating a pitch for the new property that
incorporates the city’s historical assets.
8. Coordinated trip for writer and photographer from Sweet, a Snapchat Discover brand, for
their feature on San Luis Obispo.
9. Provided suggestions for the San Luis Obispo portion of Nick Dalton’s family road trip
piece for The Daily Express.
10. Pitched San Luis Obispo as the best college town to Kara Robinson of Collegerank.net.
11. Pitched hiking Cerro San Luis to Visit California for their round up of best activities to
do outdoors with fitness trackers.
12. Pitched the following ideas to Visit California for their round up of What’s new in CA
Fall 2016:
a. CowParade
b. The Butler Hotel
c. SLO Brew Lofts
d. Flour House - SLO
13. Pitched the following ideas to Visit California for their round up of best slow food
restaurants:
a) Luna Red
b) Foremost Wine Co.
c) Koberl at Blue
14. Continued to work with the city, Barnett Cox & Associates and StudioGood on overall
tourism marketing campaign.
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2016
Media Placements
1. E-biker traveling 20,000 miles in attempt at world record
When asked ‘What has been your favorite location…’ in Grind TV article, Mike calls out
San Luis Obispo as the place he has spent the most time during his trip.
http://www.grindtv.com/bike/e-biker-traveling-20000-miles-in-attempt-at-world-
record/#BIk8oZ2MpHCbAvGM.97
Unique Visitors Per Month: 2,372,500
2. 39 Things You Have To Do In Northern California Before You Die (Or Move)
Thrilist article calls out a stop in San Luis Obispo at the Madonna Inn as a must see.
https://www.thrillist.com/travel/san-francisco/northern-california-bucket-list-things-to-do-
in-norcal-before-you-die
Unique Visitors Per Month: 3,047,773
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2016
3. Free And Discounted Amtrak Transfers Now Offered in Southern California
The San Diego edition of Patch announces free public transportation with Amtrak ticket.
http://patch.com/california/san-diego/s/fsm4x/free-and-discounted-amtrak-transfers-now-
offered-in-southern-california
Unique Visitors Per Month: 3,844,411
4. Mission San Luis Obispo de Tolosa: The Fifth California Mission
California Through my Lens blogger highlights historical attractions in San Luis
Obispo.
http://californiathroughmylens.com/mission-san-luis-obispo
Facebook: 10,400
Instragram: 11,800
Pinterest: 4,300
Twitter: 8,700
Total traffic: 7 million views from people in over 200 countries (self reported)
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2016
5. SAN LUIS OBISPO- A CALIFORNIA TREASURE
Mealody Pittman, a writer hosted in March with Wherever I May Roam, blogs about her
time in San Luis Obispo.
http://www.whereverimayroamblog.com/san-luis-obispo-california-treasure/
Unique Visitors Per Month: 26,348
Amtrak blog coverage
6. Three Epic Summer #AmtrakAdventures
Post suggests a trip on the Coast Starlight to San Luis Obispo as one of the most
beautiful trainrides.
http://blog.amtrak.com/2016/06/three-epic-summer-amtrakadventures/
7. Top California #AmtrakAdventures
Post calls out a trip to San Luis Obispo as a must do including SLO Brew, Old San Luis
BBQ and Hearst Castle.
http://blog.amtrak.com/2016/06/top-california-amtrakadventures/
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2016
8. The Road Back From the 5th Annual Firestone Walker Invitational
The Craft Beer Guy stops in San Luis Obispo and tries out two local breweries.
http://craftbeerguy.com/drive-back-from-fwibf16/?nggpage=2
9. ‘Blue Marble’ a look at planet Earth through artists’ eyes
Santa Maria Times article highlights national juried exhibit opening at the San Luis
Obispo Museum of Art.
http://santamariatimes.com/entertainment/arts-and-theatre/blue-marble-a-look-at-planet-
earth-through-artists-eyes/article_285cab8c-904e-5db6-a194-56e3c217a4e0.html
Unique Visitors Per Month: 49,646
Circulation/Audience: 10,749
Grants- in-Aid Marketing Support June 2016 Report
Organization Event VC PR SM EC MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X X
Cal Poly Corporation: Cal Poly Arts
La Guitarra California Festival
2015 X X X
Canzona Women's Ensemble
Canzona Women's Ensemble
Concerts X X X X X
Central Coast Arts International
SLO Multicultural Music & Dance
Showcase X
Central Coast Children's Choir Annual Concerts X X X X X
Civic Ballet 2014 Nutcracker Ballet X
Ecologistics, Inc.
All-Star Benefit Concert to SLO
Down Cancer
Foundation for San Luis Obispo County Public
Libraries Library Foundation Literary Salon X X X
History Center of San Luis Obispo County
SLO Souls: Meet the Eternal
Residents of San Luis Obispo X X X X
Institute for Sustainable Living
ReSkilling Expo 2016: Learn
Practical Skills for Living
JCC - Federation of San Luis Obispo SLO Jewish Film Festival X X X
Opera San Luis Obispo
Cavalleria Rusticana & Pagliacci: A
City-Wide Arts Collaboration X X X X
Saint Andrew Greek Orthodox Church Evening in Greece X X X X X
San Luis Obispo County Arts Council
Children's Day in the Plaza with
Passport to the Arts X X X X
San Luis Obispo Little Theatre 2014-15 Season X X X X
San Luis Obispo Railroad Museum Central Coast Railroad Festival X X X X X X
San Luis Obispo Soccer Club SLO Summer Classic X X
San Luis Obispo Symphony New Year's Eve Celebration X X
San Luis Obispo Vocal Arts Ensemble
2016 California International
Choral Festival
Senior Volunteer Services 7th Annual Giveaway Raffle X X X X
SLO Children's Museum Via Dei Colori SLO X X X X
SLO Downtown Association 40th Annual Holiday Parade X
SLO Downtown Association 20th Annual Concerts in the Plaza X X X
SLO Noor Foundation
50 Shades of Color Fashion Revue
+ MusicFest X X X X
United Way of San Luis Obispo County Flavor of SLO 2016 X X X X X X X
Wilshire Hospice
Dia de los Muertos in Mission
Plaza X X X X X
Black is current month, gray is past work
Returned or forfeited grant
25 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
SM- Ran event through Social Media outlets
EC- Included in Event Calendar
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.
Report to City of SLO – PCC
Visitor Services Contract
June 2016
Visitor Interaction
June
2015
May
2016
June
2016
Walk-ins 8,157 5,036 6,232
Farmers’ Market* n/a n/a 1,500
Phone calls 603 356 531
Emails 231 224 288
*estimate without people counter
Visitor Center Highlights
Set up a Visitor Center booth in the Downtown Farmers’ Market
Distributed event materials for Roll Out the Barrels, SLO Pride, Blues Baseball
Sold tickets for ‘An Afternoon of Epicurean Delights’
Used Helium Hotel Booking service on Visitor Center iPad kiosk
Enjoyed helping every single visitor that came through our doors
Demographic Snapshot
International travelers 409
Asia 7%
Africa 0%
Europe 46%
Australia/New Zeeland 14%
United Kingdom 22%
North America 9%
South America 2%
Domestic travelers
(outside of CA.)
291
West 3%
West Coast 18%
East Coast 23%
South West 24%
Mid-West 20%
South 12%
California travelers 1060
Northern CA 21%
Southern CA 22%
Central Coast 45%
Central Valley 10%
Desert 2%
Calendar of Events
June
2016
July
2016
Events in calendar 186 183
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: June 1 – 30, 2016
PROGRAM SERVICES & RESULTS SUMMARY
Services Delivered: Promotional Mobile App Digital, Social, Content Marketing Strategies, Media Advertsiing Planning and Execution,
Content Planning and Execution, Creative Design, App and Page Design, and Video Production & Editing.
Results Summary: We are seeing robust results overall with our integrated strategies and execution. User numbers remain high and
they continue to both use and share the app, resulting in steady results across all data points. Please note that the FY ad budget was
not fully spent, and therefore the balance was applied to final June ad budget.
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
Number of App Sessions: 4,314 (+455)
Number of Active Users: 2,185 (+245)
Number of App Downloads: / New Users: 1,024 (+317)
Number of App Page Views: 24,067 (+3,311)
Number of Submission Sessions: 256 (-5)
Number of Submission Users: 136 (-42)
Number of Splash Page Link Clicks: 15,723 (+767)
Number of Add Event Page Link Clicks: 152 (+12)
Number of Curated Events Entered: 94 (+4)
MEDIA / ADVERTISING
OUTLET: Facebook/Instagram Ads People Reached Impressions Actions Taken CTR Budget
Engagement / Awareness / Clicks to Website 113,866 423,730 72,610 .70% $1,861.10
SOCIAL CHANNELS
We post upcoming events, promotions and local information, provide branded designs, timeline and app-based
contests, connect and engage with the community users and event planners, optimize the ad campaigns and
deliver provide quick response monitoring-- incrementally growing all channels.
FACEBOOK May 2016 June 2016 +/-
Likes 22,129 22,302 173
TWITTER May 2016 June 2016 +/-
Tweets 873 889 +17
Following 2,333 2,466 +133
Followers 1,810 1,944 +134
INSTAGRAM May 2016 June 2016 +/-
Posts 110 123 +13
Followers 1,578 1,785 +207
Following 659 680 +21
EMAILS May 2016 June 2016 +/-
EMAILS n/a n/a -
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings June Report
Events
Events : 221
Submissions : 30
From C hamber : 191
User Location
SLO County: 55%
San Francisco: 17%
Los Angeles: 14.5%
Other: 13.5%
Most Popular Events:
Oreos & Percocet Presented by SLO Little Theatre 408 0616
SLo Blowout Bar 627
Concerts in the Plaza ft Young D ubliners 610
SLO Wine Presents Roll Out The Barrels 623
Bye, Bye Birdie Presented By SLO Little Theatre 603 702
Usage:
2016 2015
Users :2,185 1,999 ( 29.64% increase)
Times Opened: 4,408 2,954 (49.22% increase)
Avg. Session Length: 2:22 N/A
TOT Comparision
2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-
July 565,637$ 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 11.0%87.2 88.2 1.2 143.53$ 159.40$ 11.1 125.19$ 140.66$ 12.4
August 609,452$ 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 5.8%84.7 84.7 0 144.08$ 150.35$ 4.3 122.01$ 127.37$ 4.4
September 416,859$ 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 15.5%72.7 75.8 4.4 127.59$ 137.53$ 7.8 92.73$ 104.30$ 12.5
October 416,905$ 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 8.1%78 77.9 -0.2 130.39$ 140.91$ 8.1 101.68$ 109.70$ 7.9
November 354,737$ 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ -1.5%67.9 64.8 -4.5 $120.78 127.19$ 5.3 $81.96 82.40$ 0.5
December 274,871$ 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 9.8%57 59.2 3.9 $110.70 117.78$ 6.4 $63.06 69.72$ 10.6
January 258,316$ 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ -3.2%60.8 55.2 -9.3 112.18$ 118.80$ 5.9 68.26$ 65.57$ -3.9
February 292,343$ 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 8.2%67.2 66.2 -1.5 $121.40 129.14$ 6.3 $81.63 85.53$ 4.8
March 289,506$ 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 7.4%70.5 72.3 2.5 121.88$ 131.90$ 8.2 85.94$ 95.33$ 10.9
April 391,891$ 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ -0.2%78.1 72.6 -7.1 134.95$ 145.81$ 8.1 105.36$ 105.81$ 0.4
May 393,431$ 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ -0.6%73.7 70.7 -4 138.90$ 145.55$ 4.8 102.36$ 102.93$ 0.6
June 456,098$ 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 82 149.08$ 122.30$
Total/Average 4,720,046$ 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 6,423,296$ 5.5%73.32 71.60 129.62$ 136.76$ 96.04$ 99.03$
6,843,873$ 5.0%
Occupancy ADR RevPAR
Figures from Smith Travel Research report
Minutes - DRAFT
Tourism Business Improvement District Board
Wednesday, June 08, 2016
Regular Meeting of the
Tourism Business Improvement District Board
CALL TO ORDER
A Regular Meeting of the Tourism Business Improvement District Board was called to order on
Wednesday, June 8th, 2016 at 10:00 a.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Matthew Wilkins.
ROLL CALL
Present: Board Members Dean Hutton, Clint Pearce, LeBren Young-Harris,
Vice-Chair Nipool Patel (arrived 10:05), and Chair Matthew Wilkins.
Absent: Pragna Patel-Mueller and Kimberly Walker
Staff: Tourism Manager Molly Cano, Tourism Intern Maddie Kuber,
and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA ITEMS
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, MAY 11, 2016
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD
MEMBER HUTTON, CARRIED 4-0, to approve the Minutes of the Tourism Business
Improvement District Board meeting on May 11, 2016.
C2. SMITH TRAVEL REPORT
By consensus, the Board directed staff to receive and file the Smith Travel Report.
C3. CHAMBER PUBLIC RELATIONS REPORT
By consensus, the Board directed staff to receive and file the Chamber Public Relations
Report.
C4. BCA + STUDIOGOOD MARKETING REPORT
By consensus, the Board directed staff to receive and file the BCA + StudioGood
Marketing Report.
Tourism Business Improvement District Board Minutes of June 8th, 2016 – DRAFT Page 2
C5. CHAMBER VISITOR CENTER REPORT
By consensus, the Board directed staff to receive and file the Chamber Visitor Center
Report.
C6. TOT (TRANSIENT OCCUPANCY TAX) REPORT
By consensus, the Board directed staff to receive and file the Transient Occupancy Tax
Report.
PRESENTATIONS
1. MARKETING AGENCY MONTHLY UPDATE
Representative from BCA + StudioGood presented upcoming events, reported on
partnership activity, specifically reviewing work with the San Luis Obispo Wine
Country Association and the upcoming Bacon and Barrels event, reviewed the May
metrics for sanluisobispovacations.com, #ShareSLO, and various social media,
commenting that referrals and organic traffic are trending upward, along with noting
high growth for Instagram.
2. PUBLIC RELATIONS MONTHLY REPORT
Molly Kern, Chamber of Commerce Director of Communications and Business
Education, noted the following past month highlights support the “hub and spoke”
marketing focus which the Chamber stresses. San Luis Obispo was featured in the
Lonely Planet list of the top 25 things to do in California, specially noting the Amtrak
Surfliner trips; San Luis Obispo is #18 on Thrillist Travel “25 Best Small US Cities To
Spend The Weekend” listing, noting the millennial demographic target market; and a
Gear Patrol piece titled “72 hours in San Luis Obispo County”.
3. VISIT SLO COUNTY (VSLOC) ANNUAL UPDATE
Chuck Davison from VSLOC presented an update on the Countywide Tourism
Marketing District (TMD) activities, including a report on the American Airlines,
American Way magazine partnership, an update on the VSLOC consumer research
initiative and benchmark development for their strategic plan, and highlighted a Visit
California sponsored trip to China.
Tourism Business Improvement District Board Minutes of June 8th, 2016 – DRAFT Page 3
BUSINESS ITEMS
1. PRESENTATION OF THE 2016-17 MARKETING PLAN
Shari Clark, Account Executive BCA + Studio Good, presented the Marketing Plan for
fiscal year 2016-17. Past plan highlights and new components were reviewed. It was
noted that two new promotions similar to the “Rainy Day” campaign will be included
for 2016-17, that expansion of video for paid media is a 2016-17 plan focus, and
automation for digital and social media marketing are being planned.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
HUTTON, CARRIED 5-0, to approve the 2016-17 Marketing Plan as presented.
2. 2016-17 CONTRACTOR WORK SCOPES & AGREEMENTS TERMS
The Board reviewed the 2016-17 contractor and partner work scopes for approval
contingent upon City Council’s approval of the TBID operating program budget, and
the Management sub-Committee presented their recommendation for the 2-year
extension of the marketing contract with BCA + Studio Good.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
HARRIS, CARRIED 4-0-1 (Pearce abstained), to approve the scope of work for the
Chamber of Commerce as presented.
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY VICE CHAIR
PATEL, CARRIED 5-0, to approve the scope of work for the San Luis Obispo Wine
Country Association as presented.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
PEARCE, CARRIED 5-0, to approve a two year extension of the BCA + StudioGood
contract.
3. MARKETING AGENCY CONFLICT OF INTEREST PARAMETERS
Tourism Manger Cano reviewed the conflict of interest parameters presented in a letter
of agreement from the marketing agency.
By consensus the TBID Board directed staff to receive and file the letter of agreement
from BCA + StudioGood outlining competing business parameters.
Tourism Business Improvement District Board Minutes of June 8th, 2016 – DRAFT Page 4
4. 2016-17 EVENT PROMOTION FUNDING RECOMMENDATIONS
Marketing sub-committee member Hutton reviewed the proposed 2016-17 Annual
Event Promotion Sponsorship. Each item was discussed by the Board with germane
details noted below. Public comment was called for on each item with none being
offered.
SLO Jazz Festival
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD
MEMBER HUTTON, CARRIED 5-0, to approve $15,000 in funding for the SLO Jazz
Festival through in-kind marketing support.
Earth Day Food and Wine Festival
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
HUTTON, CARRIED 5-0 to approve $15,000 in funding for the Earth Day Food and
Wine Festival.
Festival Mozaic WinterMezzo Chamber Music Series
The Board discussed that the recommended funding is incentive based.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
PEARCE, CARRIED 5-0 to approve $5,000 in funding for the Festival Mozaic
WinterMezzo Chamber Music Series through an incentive program.
Roll Out the Barrels Weekend
No funding was allocated at this time. A funding recommendation will be developed
following the scheduled 2016 event being held later this month.
San Luis Obispo International Film Festival
Tourism Manager Cano reviewed past event sponsorship conflict concerns, and the
Board discussed that the specific sponsorship funding for this event is to be focused on
out of the area advertising and the hosting of the VIP tent.
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD
MEMBER HUTTON, CARRIED 5-0, to approve $23,500 in funding for the San Luis
Obispo International Film Festival.
SLO Craft Beer Festival
The Board discussed that the funding amount will be in-kind advertising through BCA+
Studio Good.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
HARRIS, CARRIED 4-0-1 (Pearce abstained), to approve $9,000 in funding for the
SLO Craft Beer Festival.
Tourism Business Improvement District Board Minutes of June 8th, 2016 – DRAFT Page 5
SLO Marathon + Half
The Board discussed the decline in attendance for the event, the general demographics
of the event attendees, and that the recommended funding is to be used for out of the
area promotion and the establishment of a medical conference in conjunction with the
race.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
HUTTON, CARRIED 4-0-1 (Pearce abstained), to approve $15,000 in funding for the
SLO Marathon + Half.
Sustainable Agriculture Exposition
Tourism Manager Cano noted that this is a new event for TBID promotion, reviewed
the event’s subject and target demographic, and stressed the timing of the event.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
HARRIS, CARRIED 4-0-1 (Pearce abstained), to approve $10,000 in funding for the
Sustainable Agriculture Exposition.
5. MARKETING COMMITTEE RECOMMENDATIONS
Tourism Manager Cano reported on the two promotion requests presented to the TBID
Marketing sub-committee and their funding recommendations.
Steelhead Summit
It was reported that the Steelhead Summit focuses on technical education regarding the
restoration and recovery of Steelhead fish habitat. The event is planned to be held mid-
week, the week of October 20, 2016.
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD
MEMBER HUTTON, CARRIED 5-0, to approve $ 3,000 in funding for the Steelhead
Summit.
History Center’s Historical Guided Tour Program
A brief review of the History Center’s past request for funding for this program and
subsequent denial by the TBID Board was presented, followed by an explanation of
how the new request conforms to the TBID Board directions following the past denial.
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY VICE CHAIR
PATEL, CARRIED 5-0, to approve $ 6,700 in funding for History Center’s Historical
Guided Tour Program.
6. 2016-17 BUDGET AMENDMENTS
Tourism Manager Cano reviewed the remainder of the current year budget and
presented recommendations for budget amendments for fiscal year 2016-17.
Tourism Business Improvement District Board Minutes of June 8th, 2016 – DRAFT Page 6
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to approve payment from the current budget for the
RaceSLO Arch at $5,000, for the Chamber of Commerce Media Monitoring Service fee
of $8,000, for the CCTC membership of $1,000, for the Smith Travel Report of $1,500,
for the SLO Wine Country partnership of $18,000, and for the Strategic Plan Update of
$8,000.
TBID LIASON REPORTS & COMMUNICATION
1. HOTELIER UPDATE
No further report
2. MANAGEMENT COMMITTEE UPDATE
No further report
3. MARKETING COMMITTEE UPDATE
No further report
4. PCC UPDATE
None at this time.
5. VISIT SLO COUNTY UPDATE
No further report
6. TOURISM PROGRAM UPDATE
Tourism Manager Cano thanked Tourism Intern, Mattie Kuber, for her service and
offered congratulations on her upcoming graduation. It was noted that a new intern,
Katie Conroy, has been hired for the summer school quarter. She reviewed that the
TBID Intern position will be considered by the City Council at their June 14, 2016,
meeting, that there will be a TBID Management sub-committee meeting on June 28,
2016, and that the TBID program allocations at the City Council meeting on July 12,
2016.
ADJOURNMENT
The meeting was adjourned at 12:03 p.m. The next Regular TBID meeting is scheduled for
Wednesday, July 13, 2016 at 10:00 a.m., in the Council Hearing Room, 990 Palm Street, San
Luis Obispo, California.
APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/2016