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HomeMy WebLinkAbout04-14-2010 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, Apri114, 2010 5:30 p.m. Regular Meeting Council Hearing Room 990 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 Terry Conner PUBLIC COMMENT: Each speaker is limited to three minutes of public comment IAPPOINTMENTS OA TH OF OFFICE FOR NEWLY APPOINTED BOARD MEMBERS ICONSENT ITEMS Cl Minutes of the Meeting of March 10, 2010 C2 Minutes of the Marketing Subcommittee Special Meeting of March 23, 2010 C3 TOT Report C4 Community Promotions Budget Report CS ShopSLO IDineSLO Budget Report C6 Public Relations & Events Promotion Report C7 Visitors Center Report Any writings or documents provided to a majority of the Promotional Coordinating Committee regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. Promotional Coordination Committee IPRESENTATIONS At this time, representatives of the Community Promotions Contractors will provide highlights of contract activities undertaken in the past month describe how activities are accomplishing Tourism Marketing Plan Objectives and seek direction from the PCC when necessary regarding contract fulfillment. 1. CENTRAL COAST CANCER CHALLENGE 20 min The organizing committee will present the event to the committee and ask for financial support. 2. CONTRACT UPDATES 30 min The Chamber of Commerce and Verdin Marketing will give a status update on their contractual obligations with the City. IBUSINESS ITEMS 1. FORMATION OF TASK FORCE FOR EVENTS PROMOTION 30 min The committee will elect a task force to establish a format for events promotion. 2. SUBCOMMITTEE ASSIGNMENTS AND GIA MEETINGS 20 min 3. MARKETING SUBCOMMITTEE RECOMMENDATION 15 min The subcommittee will present its recommendation regarding the use of logo and website for PCC commissioned marketing material. IPCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. MARKETING SUBCOMMITTEE REPORT 5 min 3. TBID BOARD REPORT 5 min IPCC COMMUNICATIONS 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. Advisory Body Dinner ADJOURN. Promotional Coordinating Committee Minutes Wednesday, March 10, 2010 5:30 pm City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Chair Terry Conner 5:30 pm PRESENT: Babb, Davis, J. Conner, Fidler, Rizzo STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT Mary Verdin announced that Katy McGrath has moved to a different company. Cary WolI, coming from Festival Mozaic, will be replacing her. CONSENT AGENDA ACTION: Moved by J.Conner/Babb to approve the consent agenda as presented. Motion carried 5:0 PRESENTATIONS 1. CONTRACT UPDATES Chamber of Commerce Lindsey Miller gave an overview on the current PR efforts for the City. Several articles were placed in various media such as The Desert Sun, Sunset Magazine, and Active.com. They will be at Open House for three days (compared to one day last year) and National Train Day in Los Angeles will follow at the beginning of May. Window decoration for the Film Festival was somewhat successful as it appeared in empty office spaces only. None of the actual vendors/businesses were participating. This was mostly due to the size of the poster that would have taken over the most of the available window space. Lindsey is also assisting the vintners with "Roll out the Barrels" as the promotional efforts are already gearing up for the event. Dave Garth mentioned that the high definition video produced for the Visitors Center will be divided in three parts in order to be posted on YouTube. BUSINESS ITEMS 1. REVIEW OF CURRENT BUDGET AND CONTRACTS Staff went over the 2009-10 contractual obligations, the 2010-11 budget allocations, and funding already committed for the upcoming fiscal year. The committee then discussed the best approach for review of the contracts that will end on June 30, 2010. Motion: J.Conner/Rizzo to assign the marketing subcommittee members as a task force to review the contracts for 2010-2011. Motion carried 5:0 2. SUBCOMMITTEE ASSIGNMENTS This item was continued to the April meeting when the new committee members will be present. PCC LIAISON REPORTS Dusty Davis asked for a list of all the reports that have been received as of yet. Marco Rizzo mentioned that Transition Mental Health tabled the Antique Road Show. Staff will follow-up with the organization. PCC MARKETING SUBCOMMITTE Dave Garth reported that the contractors have come to a conclusion regarding the logo use. The marketing subcommittee was asked to meet and come back with a final recommendation. TBID BOARD REPORT John Conner reported that the TBID decided to financially support the SLO GranFondo. The board also heard a presentation from the Chamber as to how they could assist the current marketing efforts. Level Studios presented its 2010-11 preliminary budget recommendation. John also mentioned that the board is working on an events promotion program. PCC COMMUNICATIONS Staff reported on the Open Space Kiosk and Wayfinding Sign projects status, the GranFondo bike ride on October 23, 2010, the possible marathon race in 2011, and the Central Coast Cancer Challenge scheduled on September 18, 2010 at Laguna Lake. Meeting adjourned 6:30 pm Promotional Coordinating Committee Marketing Subcommittee Special Meeting Minutes Wednesday, March 23, 2010 10 am -Petit Solei I CALL TO ORDER: Chair John Conner, 10 am PRESENT: Dusty Davis, Marco Rizzo Contractors: Ryan Allshouse, Lindsey Miller, Dave Garth STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst 1. TOURISM PROMOTION Dave Garth reported that the Chamber representatives had met with Level Studios to discuss collaboration, but had not come to any overall conclusions. However, they came out of the meeting with certain solutions as to the handling of print material. Both parties agreed that there needs to be more communication between the websites as more resources and efforts are put into the online strategies. Ryan followed-up with reiterating the need to meet again in order to keep the momentum going. Dave shared that the current effort to coordinate the new marketing strategies and various scenarios was the most complicated thing he had ever encountered. John Conner reiterated that the City has a longstanding tradition to contract with a variety of contractors and that continues even in the TBID area. All agreed that having five different websites that contain relevant and good information is not a bad thing. However, the issue remains on how to use for one cohesive brand message. After further discussion and evaluation the subcommittee moved the following recommendation to be presented to the full PCC on April 14, 2010: ACTION: Moved by Davis/Rizzo that all marketing material commissioned by the PCC will feature www.sanluisobispovacations.com and the "Sincerely California: logo as the marketing reference. Motion carried 3:0 Adjourned 10:50 am ~CltyO~ .& san lLllS OB1SPO Monthly TOT Report February 2010 April 6, 20 I 0 This report covers the City's transient occupancy tax (TOT) revenues for the month of February 2010 compared with the two prior years. As reflected below, revenues for February 2010 are down by 6.5% from last year and down 10.1% year to date. Trend Analysis. TOT revenues in February continued to decline, maintaining the downward trend of the last year and a half. Although this is not good news, the continued decline does not come as a surprise and is consistent with our projections for the year. Moreover, while down from the prior year, February 20 I0 reflects the first reduction in the rate of decline since October 2009, which provides some encouragement that we may be close to the bottom in the TOT revenue declines. If so, this puts us on track to meet our TOT revenue projections for 2009-11. Year-to-Date TOT Revenues PriorYear 2007-08 Last Year 2008-09 This Year 2009-'0 Increase (Decrease) Last YearVs This Year Amount Percent July $565,386 $565,637 $508,195 ($57,442) -10.2% August 573,057 609,452 511,744 (97,708) -16.0% September 465,179 416,859 400,023 (16,836) -4.0% October 418,474 416,905 414,870 (2,035) -0.5% No~mber 375,287 354,737 280,913 (73,823) -20.8% December 312,510 274,871 246,684 (28,187) -10.3% January 287,474 258,316 230,279 (28,037) -10.9% February 342,220 292,343 273,373 (18,970) -6.5% Year-tO~bate Tota.1 3,339;5$7 3,189i12Q 2,866;082 (323,Q~~) :~10.1% March 386,458 289,506 April 388,911 391,891 May 435,516 393,431 June 513,631 456,098 TOTAL 5,064,102 4,720;047 2,866,082 What's This Mean? The The revenues shown in this report are prepared on an accrual basis as of the end of year to date decline of the month. They are based on TO T amounts reported by operators but not necessarily remitted to the City vithin the 30 days after month-end required by the City's TOT ordinance.10.1 % puts us very close to the revenue projection in the 2009-11 Financial Plan, which estimated that TOT revenues would fall by 10% in 2009-10 and modestly recover with 2% growth in 2010-11. We will continue to closely monitor results, and based on these, we may revise our TOT estimate when we present the 2009-10 Financial Plan Supplement to the Council on June 15, 2010. For More Information. Please call Jennifer Thompson, Revenue Supervisor, at (805) 781-7129. DISTRIBUTION: City Council, Department Heads, Department Fiscal Officers, Budget Review Team, Economic Development Manager, Promotional Coordinating Committee, Visitors & Conference Bureau, SLO Chamber of Commerce, Bamett Cox & Associates, The Tribune (Leslie Stevens), UCSB Forecast Project, Mike Smith, Pragna Patel, Paul Brown, Chris Overby, Business Times 1 SUNGARD PENTAMATION -FUND ACCOUNTING V4. 1 PAGE NUMBER: DATE: 04/09/10 CITY OF SAN LUIS OBISPO EXPSTA11 TIME: 09:34:02 EXPENDITURE STATUS REPORT SELECTION CRITERIA: expledgr.keyorgn='11300' ACCOUNTING PERIOD: 10/10 - SORTED BY: FUND,DEPARTMENT,PROGRAM,lST SUBTOTAL, 2ND SUBTOTAL,ACCOUNT TOTALED ON: FUND,DEPARTMENT,PROGRAM,lST SUBTOTAL,2ND SUBTOTAL PAGE BREAKS ON: FUND,PROGRAM FUND-100 GENERAL FUND 2ND SUBTOTAL-701 SALARIES DEPARTMENT-1000 ADMINISTRATION PROGRAM-11300 COMMUNITY PROMOTION 1ST SUBTOTAL-700 STAFFING PERIOD ENCUMBRANCES YEAR TO DATE AVAILABLE YTD/ ACCOUNT -----TITLE --BUDGET EXPENDITURES OUTSTANDING EXP BALANCE BUD 7010 SALARIES -REGULAR 43,000.00 1,655.00 .00 33,006.49 9,993.51 76.76 TOTAL SALARIES 43,000.00 1,655.00 .00 33,006.49 9,993.51 76.76 7040 RETIREMENT CONTRIBUTIONS 11,700.00 459.19 .00 9,160.80 2,539.20 78.30 7041 RETIREMENT PARS -401 400.00 16.55 .00 330.00 70.00 82.50 7042 HEALTH & DISABILITY INSU 5,100.00 210.52 .00 3,789.36 1,310.64 74.30 7044 MEDICARE 600.00 26.06 .00 520.14 79.86 86.69 7046 UNEMPLOYMENT INSURANCE 200.00 6.62 .00 132.03 67.97 66.02 TOTAL BENEFITS 18,000.00 718.94 .00 13,932.33 4,067.67 77.40 TOTAL STAFFING 61,000.00 2,373.94 .00 46,938.82 14,061.18 76.95 7227 CONTRACT SERVICES 147,500.00 .00 2,677.74 71,936.31 72,885.95 50.59 7337 PROMOTION & PUBLIC REL 106,347.48 6,525.00 41,053.10 65,294.38 .00 100.00 7339 CHAMBER & VIS & CONF BUR 103,500.00 7,625.00 15,250.00 88,250.00 .00 100.00 TOTAL SUBTOTAL 357,347.48 14,150.00 58,980.84 225,480.69 72,885.95 79.60 TOTAL CONTRACT SERVICES 357,347.48 14,150.00 58,980.84 225,480.69 72,885.95 79.60 7455 COMMISSION & COMM MTGS 500.00 .00 .00 155.76 344.24 31. 15 TOTAL TRAVEL. MEETINGS & DUES 500.00 .00 .00 155.76 344.24 31.15 TOTAL OTHER OPERATING EXPEND 500.00 .00 .00 155.76 344.24 31.15 TOTAL COMMUNITY PROMOTION 418,847.48 16,523.94 58,980.84 272,575.27 87,291.37 79.16 TOTAL ADMINISTRATION 418,847.48 16,523.94 58,980.84 272,575.27 87,291.37 79.16 TOTAL GENERAL FUND 418,847.48 16,523.94 58,980.84 272,575.27 87,291.37 79.16 TOTAL REPORT 418,847.48 16,523.94 58,980.84 272,575.27 87,291.37 79.16 ShopSLO I DineSLO Program Status Update: Website March Traffic: ShopSLO -226 Dine SLO -189 Restaurant/Merchant Outreach There were no new merchant profiles established on ShopSLO, leaving the total at 48. There were no new restaurants that established profiles on DineSLO, leaving the total at 25. We now have 10% of merchants and 14% of restaurants enrolled as members on the sites, which is continuing to grow at a gradual, but steady, pace. Advertising Outreach efforts continue to be on hold until May, leading into the summer months. Social Media ShopSLO attracted 16 new friends on Facebook in March, bringing the total to 88 friends and a total of 11 fans. DineSLO has five new fans, bringing that total to 43 fans. ShopSLO has five new followers on Twitter, so 46 total, and DineSLO has six new followers, adding up to 68 total. I -, luis ()bispofj San, __ I: Cornn1erCl:)Chdl11bel 0 __ Report to City of SLO-PCC Committee Public Relations Contract/March 2010 Sec. Objective Action Results 1 Assist in implementing City Tourism Marketing Goals and Objectives 1.1 Continue to maintain and improve upon Strategic Alliances. Continue to work with event groups and continue to meet in conjunction with LEVEL with SLO wineries. 2.0 Use of City's Brand Using Sincerely logo on all materials. 3 Focus on Public Relations Efforts 3.1 Utilize targeted themes 3.2 Provide information to travel/assignment editors Roll Out the Barrels Coverage in ExamineLcom by Patty Barness (travel writer on the press trip 2 years ago)-3 part series. Part 1-http://\y\v\V.exa_TlJim:r.5i21I!L\;:: 34766-SF-W OlJd-1ra wl--Insights:: [xdm il1E)r~y20JOrnJd2"LS t1n-L uis-Obispo­ Roll-Out -The-Barre Is::Part -I Part 2-http://vvv,-\\.examineLcom.l;x.­ 34?66-SF-World-Travel-I nsights­ Examiner--y20 J Om3d))-S,m-Luis-Obispo- Roll-Out -The-Ibrre Is-I)Clft-") Part 3-http://www.examiner.com/x­ 34")66-SF~World-Tr(ne1-1 nsights­ Examiner"y ;01 Om3d27 -S'Ut-LUis-Obispo­ Roll-CJut -The-ILl rre ls-Pc:lrt-3 ?ci d=ed i tion: bv-chdnnel-rss-San F I'd ncisco-Trave 1 (est. value $9,000-37,000 readers) SLO ride in the County-Travel section of the SJ Mercury News, Marin Independent Journal, Contra Costa Times and online­ from the press trip with Boutique Hotel Collection- h ·,ttP:/lw\vw.mercurvnews.com/'b dv-ared­ living/ci 14750cnS?nclick check~'1 (est. value-$138,OOO-regional) http://w\\.\\·.contracost.)linws.com/bay­ clred-li ving/ci 117S0018?ndick check= I (est. value-$69,OOO-regional) http://www .martn ij.cOIn/milrinnews/cil 1750018?IADIDcSerLrCh­ w\v\v.marini).com-w\\\v. rnannlJ.com (est. value-$36,OOO-regional) Bounty of the County-Examiner.com­ Patricia Kutza­ http://www.exdminer.com/x-2336­ V<ll1ejo-Cummunity-Jssue~- EXc1miner'~Y)O JOm3d JO-Expl~rience- Bounty-i n-the-Co un tv --get-,1-[ dste-of-the­ Cl:ntrd l-CaJiforni'l-Codst (est. value-$3,000-37,000 readers) 3.3 Target various niche interests Focusing this month on weddings and breweries. And Arizona market. Finishing up senior travel. And still sending release focused on Wine and Food pairing in SLO with Roll Out the Barrels and Savor. 4 Media Relations 4.1 Aggressively maintain and develop relationships with travel writers/editors Going after new Arizona contacts. 4.2 Target specific media markets 4.3 Respond timely to media requests Provided photos and content for article for Style Media Group who have 7 publications in the bay area. They will be running the story in several of the publications next month. Publications include: Style Magazine, Real Weddings, Dine and Wine Online Magazine. Provided the State with content for their "Hiking/Wildlife" Press Release- included SLO's great hikes. Also pitched outdoor spas. Provided State with upcoming events for their "What's New" as well as new Hearst Castle Tour. Pitched to the state: Pride in the plaza for LGBT release, independent bookstores and beer events. Submitted info to AARP magazine. Our City San Diego-driving trips from San Diego for weekend getaways. Sent photos and content. 4.4 Primary host of press trips Worked with TBID's PR contractor to host Houston Chronicle travel writer. Helped coordinate her trip and dropped off welcome basket. 4.5 Media Relations Goals 4.5 Results 5 Specific Public Relations Efforts 5.1 Develop Story Ideas Will be producing some new content from meeting with vintners for new releases-"unique" things about our wineries, what makes them special. Continue to meet with vintners through March and maybe into April. 5.2 12 press releases/ 4 "What's New" Sent out releases, all attached as well as links: Festival Mozaic­ hUj2:/!vis i tslo.comlcm/Re lerlses/Re leil sC­ FcsLivalMozaic.html What's New (April)­ h II p://vi s i lslo.com!cm/Re Jea~L's/Re led se­ WhatsNev\'April20J O.hlml And separate Hearst Castle release about new tour. Continued to send out Roll Out the Barrels, Film Festival, and GranFondo releases. 6 Maintain Information 6.1 Computer mailing list of travel media Ongoing. 6.2 Update listings in publications Ongoing. 6.3 Annual Special events calendar Ongoing. 6.4 Press Room at www.visitslo.com Ongoing updating. 6.5 Media Kitty/ My Media Info report Working with MyMedialnfo's editorial calendars to gain info on articles that are in production that would SLO would be a good fit for. Will use Media Kitty blast to highlight Savor event. 7 Written Monthly Reports 8 Report Estimated Value of placed PR 2009-10 Media July August September October November December Disney's Family.com $ 125,000 Flight Line Newspaper $ 1,000 National Geographic Adventure $ 150,000 US News & World Report $ 80,000 Art and Entertain me $ 1,000 $ - Mainstream Erotic $ 1,000 US News & World Report $ 80,000 RealTravelAdventures.com $ 1,000 Skywest $ 120,000 The Record! northjersey.com $ 15,000 The Desert Sun $ 4,500 Total $ 2,000 $ 201,000 $ 356,000 $ 4,500 $ 15,000 Media January February March April May June Real Travel Adventures 1000 LA Times Ad Section 18,000 Coast Kids (Coast Magazine) 7,050 Sunset Magazine 106,000 Active.com 5,000 Desert Sun 24,000 eHow.com 1,000 Examiner.com-ROB 3parts 9,000 Examiner.com-Bounty 3,000 San Jose Mercury 138,000 Contra Coast Times 69,000 Marin Independent Journal 36,000 Total $19,000.00 # $143,050.00 # $255,000.00 $0.00 $0.00 # $0.00 For details on individual placements, see monthly PCC report. I, .'1' 010~. 1 LUIS (.IllS} .. ,.) vtll f Con1 Til ell.l.0Chdmber 0 ."' Report to City of SLO-PCC Committee Event Promotion Contract/March 2010 Sec. Objective Action Results 1 Create an Events Promotion program that capitalizes from the wealth of local events and increase their visibility and utilize them as a point of departure to attract visitors to San Luis Obispo. 1.1 Collaborate with marketing directors to attract media to events and offer to host press trips. Continue to work with several groups: GALA-Pride City to Sea Film Festival GranFondo Open House Culinary Carnival Transitions Mental Health-change of event to SLO Wine and Grill Affair SLO Vintners SavorNCB Opera SLO CP Alumni CP Athletics Meet with Savor to discuss SLO event that are part of Savor weekend and role in events. Supplied Josh with information and will continue helping with event planning. Helping City to Sea with ideas for marathon. Meet with Opera SLO to help them with marketing ideas with name change and 25 th anniversary. Meet with City, Level and GranFondo for marketing ideas for event. Working on following up with CP Wheel man and set out first release and working on relationships with Coalition and Bike Club. Meet with CP Athletics-working on ways to better work together to help them with promoting tourism to visiting teams. 1.2 Create event package to sell to potential visitors. Working with each event to make sure they are included in eblast, visitslo.com, editorial calendars, and promotional opportunities through visitor center and booth. 1.3 Offer PR advice and help with executing the PR plans. Continue to work with Film Festival, Open House, SLO Vintners, City to Sea, SLO GranFondo, Savor, Opera SLO and Transitions. 1.4 Promotion of event through the Visitors Center and visitslo.com Meet with CP Athletics about ideas for marketing Homecoming through Visitor Center and in downtown. Researching cheap ideas for how business could decorate. Will continue meeting with Chris Baker about possible ideas for tying together downtown with homecoming. Decorated windows in businesses downtown for Film Festival and distributed posters. Attended DA breakfast with Wendy to distribute posters to businesses. Hosted reception for PCC and TBID members at Visitor Center to see changes/improvements. 2.0 Utilize events for tourism promotion at event by having San Luis Obispo booth. Will be attending Open House on April 15 th _17 th , including several events from Farmers Market event to Resource fair and general club fair. Participating in National Train Day on May 8th in LA Union Station with Amtrak. 3.0 Produce promotional materials and giveaways. Meet with PCC marketing subcommittee with brochure. Will bring brochure to PCC meeting for approval with all edits. Hoping for approval to move forward on printing on 4/15 so we will have brochure for National Train Day. 4.0 Develop two special promotional campaigns. Continue to distribute HikeSLO and ExploreSLO to wineries. 5.0 Produce and send out e-blast newsletter. Working on ideas for May-will focus on Outdoors again. April's eblast focused on SLO great food and wine pairing and events. D_ltr.ulvisits]o.com!(:lIl!Ci tvEb lasLs!A r,)J:E~ 01O.html 6.0 Provide Written report & presentation. On going.