HomeMy WebLinkAbout08-10-16 - PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, August 10, 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 July 13, 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. CHAMBER MONTHLY REPORT 10 mins
Representatives from the SLO Chamber will present the report for the public relations activities that
occurred over the past month.
BUSINESS ITEMS
1. 2016-17 SLO HAPPENINGS TECHNOLOGY UPDATES 15 mins
The committee will finalize the direction for the SLO Happenings app push notifications and
tagging/filtering options.
2. 2016-17 SLO HAPPENINGS PROMOTIONAL STRATEGY & PLAN 20 mins
Fresh Buzz will present the 2016-17 SLO Happenings promotional strategy and plan for the committee’s
review and approval.
3. PCC COMMITTEE STRATEGIC PLAN DEVELOPMENT 20 mins
The Strategic Plan taskforce will present the project scope for the committee discussion and approval.
4. REVIEW GRANTS IN AID APPLICATION PROCESS 10 mins
The committee will discuss the recent application process and begin the discussion on potential changes
and considerations for the program.
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. STRATEGIC PLAN TASKFORCE- Minutes: July 21, 2016 & August 4, 2016
3. TBID BOARD REPORT – TBID Minutes July 13, 2016
4. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on August 5, 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.
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, July 13, 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, July 13, 2016 at 5:32 pm in the Council Hearing Room, located at 990 Palm Street,
San Luis Obispo, California, by Chair Roberson.
ROLL CALL
Present: Committee Members, Daniel Levi, Patricia Loosley, Sasha Palazzo, Matthew Wilkins,
Vice-Chair Jill LeMieux and Chair Stephanie Roberson
Absent: Deborah Lewis
Staff: Tourism Manager Molly Cano and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER
PALAZZO, CARRIED 6-0 to approve the Minutes of the Promotional Coordinating Committee
meeting on June 8, 2016.
By consensus the Committee directed staff to receive and file Consent Agenda items C.2 – C.8.
PRESENTATIONS
1. SLO Happenings Technology Year-End Report
Michael Holliday of GFL Systems reviewed the 2015-16 year-end report for the SLO
Happenings Technology contracted services for the PCC, highlighting the number of
installations of the new app since July, 2015.
(Chair Roberson took Business Item 1 out of order to be heard earlier.)
2. SLO Happenings Promotion Year-End Report
Representatives from FreshBuzz media presented the 2015-16 year-end report for the
SLO Happenings Promotion contracted services for the PCC. Highlights included the
app redesign, collateral and signage, social promotion, branded image and video
content, and outreach to promoters. All social media channel metrics were noted as
being up, both quarterly and year over year, with session times increasing and
advertising and promotion results up as well.
The Committee expressed congratulations on the reported successes.
3. Chamber Year-End Report
Representatives from the San Luis Obispo Chamber of Commerce reviewed their
contract scope of work and presented guest services data from the 2015-16 fiscal year
which showed growth in all areas. A review of where travelers come from showed that
Germany tops the international market, the South lags behind all other areas nationally,
and the greater Central Coast area is by far the largest draw for California. They
reviewed that GIA events are promoted by press releases, the monthly event roundup to
local hotels and restaurants, social media, and that they provide ticket sales for the
events. A review of print and electronic media successes followed. Of particular note
was that they had “nearly 60 outlets” come to San Luis Obispo, remarking that this is
the most effective way to generate media pieces. It was reported that they generated
308 media placements in the past year, with a potential reach of 730,634,941 people.
BUSINESS ITEMS
1. 2016-17 SLO Happenings Technology Updates
(Heard following Presentation Item 1)
The committee reviewed the SLO Happenings app layout as presented by Mike
Holliday of GFL Systems. The Committee expressed a desire to include filtering by
date range, and a “kid friendly” category. Concerning push notifications, the
Committee was in favor of the first two options presented:
• “Notifying user that an event they marked as a favorite will start…” and
• “Notify users that they have not opened the app in XX days/weeks about new events”
The committee was not immediately in favor of the third option presented, requesting
that an alternate option be developed. The Committee will finalize their desires for the
interface by the next meeting and requested that the actual language being used on the
app be included in the next Agenda Packet.
DRAFT Minutes – Promotional Coordinating Committee Meeting of July 13, 2016 Page 2
2. PCC Committee Strategic Plan Development
Tourism Manager Cano reviewed the need for a strategic plan as previously discussed
by the Committee. She reviewed that the budget for a plan creation could come from
the PCC General Contract Services budget which has a current balance of $7,600. The
Committee brainstormed the following general ideas to be considered in plan creation:
• What have we been doing that is working / isn’t working?
• What could we do if we had the chance and/or budget?
• Are current efforts serving the community?
• Is funding being used appropriately?
By consensus the Committee decided to form a Strategic Plan Task Force that will
present recommendations at the next PCC meeting. Committee members Lemieux,
Palazzo, and Chair Roberson volunteered to be on the task force, with Committee
member Loosley volunteering as the alternate.
3. GIA Liaison Assignments
The Committee reviewed the 2016-17 GIA recipient list and assigned committee
liaisons to each of the twenty-four organizations. Liaisons are responsible to check in
with the organizations, act as a conduit to the committee for the grant recipient
organization, and report to the committee on the organization’s activity related to the
awarded grant.
PCC LIAISON REPORTS & COMMUNICATION
1. GIA Update
Tourism Manager Cano reported that the Central Coast Art International may be
forfeiting funds from last year’s grant as they haven’t been able to supply a proper final
report from their previous event.
2. TBID Board Report
Committee Member Wilkins supplied a brief report on the TBID Board meeting of
July 13, 2016.
DRAFT Minutes – Promotional Coordinating Committee Meeting of July 13, 2016 Page 3
3. Tourism Program Update
Tourism Manager Cano reviewed the projects that Tourism Intern Katie Conroy has
been assigned. She reported that City Council approved the PCC budget at their June
14, 2016 meeting, and approved the PCC program recommendations and contracts at
their July 12, 2016 meeting. It was further noted that the partnership with Cal Poly for
“SLO Days”, the new student and transition student orientation program, is allowing
engagement with approximately 400 parents which is focused on informing them about
the sanluisobispovacations.com web site, the Chamber phone contact, and the lodging
loyalty program. She informed the Committee that the San Luis Obispo Museum of Art
did not receive the California Creative Community grant; that she is the new president
of the Central Coast Tourism Council; and that ticket sales for the Bacon and Barrels
event scheduled for the weekend of July 17, 2016 are comprised of 80% out of the area
attendees.
ADJOURN. ADJOURNMENT
The meeting was adjourned at 7:25 p.m. The next Regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, August 10, 2016 at 5:30 p.m., in the
Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2016
DRAFT Minutes – Promotional Coordinating Committee Meeting of July 13, 2016 Page 4
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 8/4/2016
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:
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
July 2016
Media/Community Relations
1. Met with and coordinated San Luis Obispo portion of the trip for Tim Richards, a writer
with Fairfax Traveller who was on assignment writing about a train trip from San Diego
to San Luis Obispo.
2. Continued coordinating press trip for writer and photographer with Revista Lugares, an
Argentinean travel magazine, this August.
3. Began coordination arts focused FAM for September to highlight the city of San Luis
Obispo’s participation in Cow Parade.
4. Provided images of PokéStops for use in the LA Times story on destinations using
Pokémon Go.
5. Worked with Travel, Wine & Dine, a weekly travel segment on KTLA, to feature San
Luis Obispo in an upcoming segment.
6. Pitched San Luis Obispo as the perfect weekend getaway from LA to Laurel House with
LA Yoga.
7. Pitched San Luis Obispo to Visit California for their round up of Hidden/Unexpected
Luxury in California.
8. Pitched the following ideas to Visit California for their round up of Best/Biggest/Oldest
for Dining, Shopping & Lodging:
a. Madonna Inn
b. Late Night at the SLO Children’s Museum
c. Downtown SLO – Farmers’ Market
d. Mission San Luis Obispo de Tolosa
9. Pitched the following ideas to Visit California for their round up of top Cultural/Insider
Outdoor Experiences:
a) History Center Podcast Tour
b) Art After Dark
10. 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
July 2016
Media Placements
1. United States of Sweet | San Luis Obispo
Sweet, a Snapchat Discover brand and digital outlet, features San Luis Obispo in their
‘United States of Sweet’ series. This included a full San Luis Obispo takeover of their
Discover channel for a day as well as permanent articles on their site.
Unique Visitors Per Month (website): 2,372,500
Daily active users (Discover channel, self-reported): 100,000,000
http://www.wearesweet.co/culture/travel/news/a729/48-hours-in-san-luis-obispo-sweet-
style/
http://www.wearesweet.co/culture/food/news/a732/the-cure-to-cocktail-boredom/
http://www.wearesweet.co/beauty/products-places/a731/mustache-pete-to-the-rescue/
http://www.wearesweet.co/culture/art-design/a730/your-home-is-about-to-get-a-little-
funky/
2. A Coastal California Road Trip
Gwyneth Paltrow’s lifestyle site, Goop, features a stop in San Luis Obispo along the
California coast road trip.
http://goop.com/a-coastal-california-road-trip/
Unique Visitors Per Month: 928,144
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2016
3. #ChicEats: A Complete Guide to the Best Wine Regions Across the US
StyleCaster highlights San Luis Obispo within the Central Coast wine region,
specifically Kynsi Winery, in their roundup of best US wine regtions.
http://stylecaster.com/best-us-wine-regions/
Unique Visitors Per Month: 1,380,198
4. All Aboard: 11 Affordable, Scenic Railroad Trips
MSN and Cheapism describe San Luis Obispo ‘among the region’s most intriguing
cities’ along the Amtrak Pacific Surfliner train rout.
http://www.cheapism.com/blog/scenic-train-journeys-14077/#image=9
Unique Visitors Per Month: 29,397
http://www.msn.com/en-us/travel/tripideas/all-aboard-11-affordable-scenic-railroad-
trips/ss-BBu04rI#image=9
Unique Visitors Per Month: 342,561
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2016
5. The World's weirdest attractions now count a sleepy Oxfordshire suburb among
their number
UK based publication, The Daily Mirror, highlights bubblegum alley among the W orld’s
weirdest attractions.
http://www.mirror.co.uk/news/world-news/worlds-weirdest-attractions-now-count-
8375147
6. An Instagrammer's Guide to California
Visit California includes Bubblegum Alley as one of the best places in the state for
Instagrammers to get the perfect picture.
http://media.visitcalifornia.com/Story-Development/Story-Ideas/Story-
Idea/?id=106755#sthash.vMZyjlDQ.dpbs
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2016
7. California’s Hottest New Beercation Destination: SLO Brew
The Power Player Magazine highlights SLO Brew Lofts as the ultimate destination for
beer lovers.
http://thepowerplayermag.com/californias-hottest-new-beercation-destination-slo-brew/
Unique Visitors Per Month: 71,133
8. Lady Roadtrippin' In California + Loads Of Words
Florida-based blogger OhDearDrea posts about her road trip on the California coast and
a stop in San Luis Obispo.
http://ohdeardrea.blogspot.com/2016/07/lady-roadtrippin-in-california-loads-of.html
Unique Visitors Per Month: 40,000
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2016
9. Safari Sleepover at the Madonna Inn
Family blogger Everything Mom posts about her trip to the Madonna Inn.
http://www.everythingmom.com/travel-guide/safari-sleepover-madonna-inn
Twitter followers: 31,400
10. The Most Unique (And Budget-Friendly) Road Trips for Summer 2016
Parachute, the content marketing arm of MapQuest, features a stop in San Luis Obispo
to ‘live it up after hours in San Luis Obispo, the most hopping nightlife hub along the
Pacific Coast Highway’ along their ‘rout for the Instagrammer’ between LA and San
Francisco.
https://parachute.mapquest.com/2016/06/27/the-most-unique-and-budget-friendly-road-
trips-for-summer-2016/
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2016
11. San Luis Obispo Roll Out the Barrels Wine Weekend
Kelly Page, a blogger and food writer with Tasting Page, shares her experience in San
Luis Obispo that was hosted by the City and SLO wine.
http://www.tastingpage.com/drinking/san-luis-obispo-roll-out-the-barrels-wine-weekend
Grants- in-Aid Marketing Support July 2016 Report
Organization Event VC PR SM EC MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X
Cal Poly Corporation (for Cal Poly Arts)Cal Poly Arts Broadway Series X X
California Poppy Foundation Holiday Beer Festival
Canzona Women's Ensemble
Canzona Women's Ensemble
Concerts (Choral Music)X
Central Coast Shakespeare Festival Shakespeare Under the Stars X X X
Cuesta College Foundation Friends of the CPAC 6th Annual Gala
Ecologistics, Inc.Deep Green Convergence
Festival Mozaic
Festival Mozaic Live Concert
Broadcast in Mission Plaza X
Foundation for San Luis Obispo County
Public Libraries
Book and Author Series (Formerly
Literary Salon)
History Center of San Luis Obispo County Friday Night at the Museum X
Opera San Luis Obispo
La boheme: A City-Wide Arts
Collaboration X X
Orchestra Novo Oz with Orchestra
Performing Arts Center, San Luis Obispo BravoSLO
Saint Andrew Greek Orthodox Church An Evening in Greece X
San Luis Obispo Classical Academy An Evening with Garrison Keillor X X
San Luis Obispo County Arts Council dba
ARTS Obispo
Children's Day in the Plaza with
Passport to the Arts
San Luis Obispo Little Theatre
SLO Little Theatre 70th Anniversary
Season X X X
San Luis Obispo Railroad Museum Central Coast Railroad Festival X X
San Luis Obispo Soccer Club SLO Summer Classic 2016 X
San Luis Obispo Vocal Arts Ensemble
Vocal Arts Ensemble 40th
Anniversary Year X
SLO Downtown Association 41st Annual Holiday Parade
SLO Downtown Association 21st Annual Concerts in the Plaza X X X
SLO Downtown Association Santa's House
SLO Noor Foundation Compassionate Hearts of Noor X
Black is current month, gray is past work
24 Total; 15 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
July 2016
Visitor Interaction
July
2015
June
2016
July
2016
Walk-ins 6,819 6,232 6,807
Farmers’ Market* n/a 1,500 2,000
Phone calls 619 531 568
Emails 346 288 276
*estimate without people counter
Visitor Center Highlights
Set up a Visitor Center booth in the Downtown Farmers’ Market
Helped promote the City to new Cal Poly parents at SLO Days
Participated in Central Coast Pride by having a booth at Pride in the Plaza
(interacted with over 600 attendees)
Enjoyed helping every single visitor that came through our doors
Demographic Snapshot
International travelers 477
Asia 3%
Africa 1%
Europe 47%
Australia/New Zeeland 14%
United Kingdom 18%
North America 9%
South America 8%
Domestic travelers
(outside of CA.)
393
West 4%
West Coast 18%
East Coast 27%
South West 23%
Mid-West 14%
South 14%
California travelers 1029
Northern CA 22%
Southern CA 28%
Central Coast 37%
Central Valley 9%
Desert 4%
Calendar of Events
July
2016
August
2016
Events in calendar 263 113
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: July 1 – 31, 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: With the start of Summer vacation and the conclusion of the enhanced ad budget, we are seeing some reduction in
results overall. User numbers remain steady and they continue to both use and share the app. Increases in event submissions reflect our
efforts in outreach to promoters.
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
Number of App Sessions: 4,041 (-267 / -6.06%)
Number of Active Users: 2,051 (-134 / -6.13%)
Number of App Downloads: / New Users: 696 (-329) / -32.10%)
Number of App Page Views: 21,145 (-2922 / -12.78%)
Number of Submission Sessions: 284 (+28 / +10.94%)
Number of Submission Users: 164 (-28 / -20.59%)
Number of Splash Page Link Clicks: 16,378 (+655)
Number of Add Event Page Link Clicks: 159 (+7)
Number of Curated Events Entered: 92 (-2), plus 30 chamber edits
MEDIA / ADVERTISING
OUTLET: Facebook/Instagram Ads People Reached Impressions Actions Taken CTR Budget
Engagement / Awareness / Clicks to Website 42,503 98.865 23,110 .63% $293.79
SOCIAL CHANNELS
We post upcoming events, promotions and local information, provide branded designs, timeline and app-
based contests, connect and engage with the community users and event planners, optimize the ad campaigns
and deliver provide quick response monitoring-- incrementally growing all channels.
FACEBOOK June 2016 July 2016 +/-
Likes 22,302 22,318 +16
TWITTER June 2016 July 2016 +/-
Tweets 889 924 +35
Following 2,333 2,465 +132
Followers 1,944 1,982 +38
Likes 99 110 +11
INSTAGRAM June 2016 July 2016 +/-
Posts 110 123 +13
Followers 1,578 1,785 +207
Following 659 680 +21
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings July Report
Events
Events : 293
Submissions : 83
From C hamber : 210
User Location
SLO County: 54%
San Francisco: 16%
Los Angeles: 15%
Other: 15%
Most Popular Events:
San Luis Obispo Museum of Art Presents ARTrageous 620 805
Circus Vargas! 71 711
Concerts in the Plaza TR OPO 78
Kynsi Summer Chill Out 716
Concerts in the Plaza C uesta Ridge 715
Usage:
2016 2015
Users :2,099 1,717 ( 22.25% increase)
Times Opened: 4,414 2,537 (63.22% increase)
Avg. Session Length: 2:13 N/A
TOT Comparision
2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-
July 565,637$ 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$ 731,038$ 0.6%82.1 78.9 -3.9 $150.17 $160.81 7.1 123.32$ 126.91$ 2.9
Total/Average 4,720,046$ 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 5.2%73.33 72.21 1.5 129.71$ 138.76$ 7.0 96.13$ 101.35$ 5.4
6,843,873$ 5.0%
Occupancy ADR RevPAR
Figures from Smith Travel Research report
GFL Systems, Inc. 3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
IT Solutions for Every Business
August 3, 2016
Promotional Coordinating Committee
City of San Luis Obispo
990 Palm Street
San Luis Obispo, CA 93401
SLO Happenings Mobile App Development
Filtering and Push Notifications
Event Filtering
All filters and categories will be AND filters. Filters will be set by check boxes.
Date filter as “start date” and “end date” limits
For example: "Music & Concerts" AND "21+" AND "Student Discount"
Categories
Arts & Culture
Outdoors & Recreation
Music & Concerts
Eat & Drink
Ongoing Events
Families
Filters
Free
Education/Workshop
Charity
Seasonal
Wellness
Student Discount
21+
Push notifications text suggestions
Notify user that an event they marked as a favorite will start…(today, soon, in 1hr, etc)
You marked <Event name> as a favorite event. <Event name> will be starting in <time period>.
Notify users that have not opened the app in XX days/weeks about new events
There are new events in SLO that you should check out. Click to open SLO Happenings.
Notify user that new events similar to past favorites have been added
There are new events in SLO related to your past favorites that you should check out. Click to open SLO
Happenings.
Page | 1
City of San Luis Obispo – Promotional Coordinating Committee (PCC)
Strategic Plan Scope of Work
The City of San Luis Obispo’s Promotional Coordinating Committee (PCC) is seeking consultant services
to assist in the development of a comprehensive strategic plan for the community promotions program.
The plan will include an updated mission, vision, and goals for the committee, along with overarching
strategies to guide the committee work for the next (3 or 4) years.
Background:
In June 1970, City Council authorized the appointment of a promotional coordinating committee to
make recommendations to the City Council regarding allocation of promotional funds. Over the past
four and a half decades, the Promotional Coordinating Committee (PCC) has evolved in its role. Under its
current purpose, the PCC advises the Council in working to improve the quality of life for all City
residents and our visitors. The Committee recommends projects to help promote the City as a regional
trade, recreation, and tourist center, consistent with community goals.
Topics of Discussion:
The focus of the Strategic Plan is to assist the PCC in addressing and resolving the questions outlined
below.
• What is the PCC’s unique role and purpose as an advisory body to City Council?
• What is PCC’s responsibility to the community?
• What is PCC’s responsibility to visitors?
• What does PCC do in collaboration with TBID?
• What does PCC do independent of TBID?
• How can PCC be better positioned to improve or develop projects to support the community?
Scope:
The PCC is seeking an experienced, professional facilitator to perform the following, in collaboration
with the PCC, city staff, Council Liaisons, various contractors and relevant constituents as needed:
• Facilitate the strategic planning process and retreat style workshop using a methodology
effective for a government advisory body.
• Assist the PCC in addressing the questions outlined in a strategic process.
• Update mission statement, establish PCC’s vision, and define long term program strategies.
Targeted Timeline:
• Release date for proposal outreach: August 15, 2016
• Proposal responses due: September 2, 2016
• PCC Review and Selection: September 14, 2016
• Targeted Retreat Date: October 2016
• Strategic Plan Presentation to PCC: November 2016
Proposal Requirements:
Proposals must include the following elements:
• A cover letter providing a brief description of the firm or individual, name, address of consultant,
telephone number, e-mail and fax of principal contact person.
• Executive summary of the highlights of the proposal, which should not exceed one page in
length, but convey the facilitator understands the purpose and expected outcomes of this
project.
• A list of key personnel who would be involved in the process, with a description of their
backgrounds and areas of expertise.
• A summary of the consultant’s qualifications and relevant experience. The PCC seeks a facilitator
who has considerable experience in the development of strategic plans. The facilitator must also
possess knowledge government advisory body and functions.
• A work plan that contains a description of the methodology, tasks, timeline, and an estimate of
the amount of time that would be spent on the project.
• A project budget which includes consulting costs, clerical costs, and data analysis costs. Indicate
a “not to exceed” total cost.
• References. Contact information for at least three organizations for which the facilitator has
provided strategic planning services.
Selection Criteria:
The proposals will be reviewed and evaluated by the PCC. Criteria for evaluation will include:
• Responsiveness of the written proposal to the purpose and scope of the project.
• Demonstrated knowledge, skills, and experience in conducting strategic planning projects
• Methodology for carrying out tasks in the scope of work.
• Proposed fees.
• Satisfactory performance record.
• Ability to meet deadlines and operate within budget.
• Excellent and concise written and oral communications skills.
The responding consultants bear sole risk and responsibility for costs incurred in the preparation. The
City of San Luis Obispo will not reimburse costs of preparing the responses. All information submitted
will become public record.
Submission:
Proposals should be submitted electronically to Molly Cano, Tourism Manager, no later than 5:00 pm on
Friday, September 2, 2016. Email submission to: mcano@slocity.org
Budget:
Not to exceed $5,000 inclusive.
Staff Contact:
Molly Cano, Tourism Manager
805)781-7165
mcano@slocity.org
Promotional Coordinating Committee
Strategic Task Force Meeting Minutes
Thursday, July 21, 2016
10:30 am – Council Hearing Room
PRESENT: Jill LeMieux, Sasha Palazzo, Stephanie Roberson
STAFF PRESENT: Molly Cano, Tourism Manager; Katie Conroy, Tourism Intern
Agenda Items
1. Development of Scope for PCC Strategic Plan
Update mission statement, derive it from PCC Bylaws. Focus on PCC’s vision, mission statement, big
picture program strategies through actions and tactics.
Define Constituents as: PCC Board, Council Liaisons, Vendors (contractors), possibly those who have
received grants, both GIA and non-GIA.
Preferred Contractor who is familiar with government advisory bodies.
Start: plan to begin 2017-18 fiscal year
Length of plan: 3 or 4 years, confirm with consultant. Consideration on if it should be based on the budget
budget cycle.
Topics of Discussion for Plan Resolution:
• What/how is the PCC unique (role in the City, from TBID)?
• What does PCC do in collaboration with TBID?
• What does PCC do independent of TBID?
• What is PCC’s purpose within the community?
• What is PCC’s purpose with visitors?
• How can PCC be better positioned to improve projects?
Within the planning review the goals, purpose and bylaws of the PCC that are already established. Can the
PCC make changes to those or are they already determined by Council?
Mission Statement: spend time on the mission but focus work on the long term strategies. Consideration
to include partnership with TBID in the mission statement.
Molly will submit one-pager for meeting on August 4th, at 9 a.m. Depending on changes requested by the
taskforce, the document will then be edited and presented to the PCC with the release of the agenda.
Adjourned: 11:30 a.m.
Promotional Coordinating Committee
Strategic Task Force Meeting Minutes
Thursday, August 4, 2016
9:00 am – Council Hearing Room
PRESENT: Jill LeMieux, Sasha Palazzo, Stephanie Roberson
STAFF PRESENT: Molly Cano, Tourism Manager
Agenda Items
1. Review of the Draft Scope for PCC Strategic Plan
Staff presented the drfat scope of work document based on the task force’s input at the last meeting. The
task force members reviewed the draft of the scope of work document for the PCC Strategic Plan project
and provided minor grammatical edits to staff.
Staff will edit the document for inclusion in the PCC August agenda.
Adjourned: 9:50 a.m.
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, July 13, 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, July 13, 2016 at 10:04 in the Council Hearing Room, located at 990 Palm Street,
San Luis Obispo, California, by Chair Wilkins.
ROLL CALL
Present: Board Members Clint Pearce and LeBren Young-Harris, Vice-Chair Nipool Patel
and Chair Matthew Wilkins
Absent: Board Members Dean Hutton, Pragna Patel-Mueller, and Kimberly Walker
Staff: Tourism Manager Molly Cano and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY VICE CHAIR
PATEL, CARRIED 4-0 to approve the Minutes of the Tourism Business Improvement District
Board meeting on June 8, 2016.
By consensus the Board directed staff to receive and file Consent Agenda items C.2 – C.6.
PRESENTATIONS
1. Marketing Agency Year-End Report
Representatives from BCA + Matchfire (formerly StudioGood) presented the 2015-16
year-end report on marketing activities for the SLO TBID. Highlights included an 80%
increase in website visits over 2014-15, an 87 % increase in Blog posting, and an above
industry average on click-through rates. It was noted that for 2016-17 they will focus on
emulation of 2015-16 successes such as the Rainy-Day promotion, optimize content
across the board, utilize data gathered over the past two years to refine content and
outreach, and explore opportunities for creation and use of unique local video content.
2. Chamber Year-End Report
Representatives from the San Luis Obispo Chamber of Commerce reviewed their
contract scope of work and presented guest services data from the 2015-16 fiscal year
which showed growth in all areas: Phone Contact, Walk-in, Hotel referrals, and events
promoted. A review of where travelers come from showed that Germany tops the
international market, the South lags behind all other areas nationally, and the greater
Central Coast area is by far the largest draw for California. It was noted that this was
the first year the Chamber did public relations for the TBID. A review of print and
electronic media successes followed. Of particular note was that they had “nearly 60
outlets” come to San Luis Obispo, remarking that this is the most effective way to
generate media pieces. It was reported that they generated 308 media placements in the
past year, with a potential reach of 730,634,941 people.
BUSINESS ITEMS
1. Website Updates for Lodging Pages
Tourism Manager Cano recapped that the Management Committee was tasked with
formulating a plan to increase member satisfaction of presence on
www.sanluisobispovacations.com. The Committee members discussed that their focus
was on the user experience and establishing a more effective means of capturing
bookings or referrals to member sites. It was noted that the Helium booking engine is
working with a contract for two more years, but isn’t being utilized by all member
properties. The committee recommendation is to use individual property pages, similar
to pre-Helium service, which will have a single booking link directing users to the
booking tool of the TBID member choice.
Public Comments:
Dusty Colyer-Worth, San Luis Obispo Chamber of Commerce Visitor Center Manager,
questioned if there will be a tracking mechanism for users of the “one button” design?
Staff responded in the affirmative.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
HARRIS, CARRIED 4-0, to approve the individual property pages with single button
booking link for web site lodging pages.
2. Strategic Plan Update
Tourism Manager Cano reviewed the background, timeline, budget, and the scope of
work provided by Coraggio Group for the Strategic Plan Update.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
PEARCE, CARRIED 4-0, to approve the scope of work as presented.
(Board Member Pearce left at 11:08)
DRAFT Minutes – Tourism Business Improvement District Board Meeting of July 13, 2016 Page 2
TBID LIAISON REPORTS & COMMUNICATION
1. Hotelier Update
No new reports.
2. Management Committee Update – Minutes: June 28, 2016
No further report.
3. Marketing Committee Update – Minutes: June 29, 2016
Tourism Manager Cano reported on upcoming Bacon & Barrels event and a meeting
with SLO Wine Country.
4. PCC Update –Minutes: June 8, 2016
Tourism Manager Cano reported that the PCC reviewed promotional funding
recommendations that they had approved their contractor work scopes.
5. Visit SLO County Update
Tourism Manager Cano reported on various Visit SLO County activities including:
VSLOC is looking to fill three staff positions and noted that April 13, 2017 will be the
inaugural flight of Alaska Airlines connection between San Luis Obispo and Seattle.
6. Tourism Program Update
Tourism Manager Cano reviewed the projects that Tourism Intern Katie Conroy has
been assigned. She reported that City Council approved the TBID budget, including the
new staff position at their 6/14/16 meeting, and approved the TBID program
recommendations and contracts at their 7/12/16 meeting. It was further reported that the
partnership with Cal Poly for “SLO Days”, the new student and transition student
orientation program, is allowing engagement with approximately 400 parents and is
focused on informing them about the sanluisobispovacations.com web site, the
Chamber phone contact, and the lodging loyalty program. She informed the Board that
the San Luis Obispo Museum of Art did not receive the California Creative Community
grant; that she is the new president of the Central Coast Tourism Council; and that
ticket sales for the Bacon and Barrels event scheduled for the weekend of July 17, 2016
are comprised of 80% out of the area attendees.
Meeting Updates: The Management Committee will next meet on August 18, 2016.
ADJOURN. ADJOURNMENT
The meeting was adjourned at 11:21 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, August 10, 2016 at 10:00 a.m., in the
Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/2016
DRAFT Minutes – Tourism Business Improvement District Board Meeting of July 13, 2016 Page 3