HomeMy WebLinkAbout05-12-2010 PCC Agenda PacketAgenda
Promotional Coordinatillg Committee
City of San Luis Obispo
Wednesday, May 12, 2010
4:30 p.m. Special Meeting Johnson Ranch Open Space
Visit to Johnson Ranch 30 min
The committee will visit the Open Space to look at the kiosk that was financed through
Community Promotions.
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 hfe
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
ICONSENTITEMS
C1 Minutes of the Meeting of April 14, 2010
C2 TOT Report
C3 Community Promotions Budget Report
C4 ShopSLO IDineSLO Budget Report
C.S Public Relations & Events Promotion Report
C6 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.
I
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. CONTRACT UPDATES 30 min
The Chamber of Commerce will give a status update on its contractual obligations with
the City and the status of the Tourism Center retrofit.
BUSINESS ITEMS
1. GRANTS-IN-AID PRELIMINARY RECOMlVIENDATION 45 min
The committee will review the CIA subcommittee's recommendation for grant funding
in 2010-11.
2.2010-11 CONTRACTS -PRELIMINARY RECOMMENDATION 30 min
The ad hoc committee will present preliminary recommendations and give direction to
staff to prepare contract language and work scope in collaboration with the contractors.
IPCC LIAISON REPORTS
1. GIA UPDATE -LIAISON REPORT 5 min
2. MARKETING SUBCOMMITTEE REPORT 5 min
3. TBID BOARD REPORT 5 min
IPCCCOMMUNICATIONS
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. Salmonid Restoration Federation I American Fisheries Society -Annual
Conference
2. Historical Walking Tour podcasts -status report
ADJOURN.
Promotional Coordinating Committee
Minutes
Wednesday, April 14, 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, LeMieux, Palazzo
STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst
PUBLIC COMMENT
There was no public comment.
APPOINTMENTS
Jill LeMieux and Sasha Palazzo took their oaths to serve on the Promotional
Coordinating Committee.
CONSENT AGENDA
ACTION: Moved by J.Conner/Davis to approve the consent agenda as presented.
Motion carried 6:0
Note: The website statistics and visitors center reports were inadvertently omitted in the
original agenda package. Staff sent them to the commissioners on April 19, 2010 and
incorporated them into the agenda package on file.
PRESENTATIONS
1. CENTRAL COAST CANCER CHALLENGE
Heather Hellmann presented the Central Coast Cancer Challenge Multi-sport event to
raise awareness and funding for Cancer Research and the LiveStrong Foundation. The
organizers plan to use the event to provide a support network to participants and the
community alike. The scheduled event will span over a full weekend on September 18,
2010 at Laguna Lake Park. Heather went over the various sponsorship packages still
available and the demographics that were targeted within the various sporting events.
She referenced the San Jose LiveStrong Foundation event that is currently the closest
to San Luis Obispo. In its third year, this event has grown to 6,000 participants. The San
Luis Obispo event will be marketed locally as well as out-of-county. The organizers
---_._---------------.--------------.
intend to use PR, advertising (currently limited budget) to target runners and cyclists.
They will concentrate on online buys, social media, email marketing, and outreach to
sport clubs and medical groups through direct mail. They are hoping for 40% outside
participants and about 1,000 people for the inaugural event. Event tickets will range
from $35 to $75 depending on events. The event organizers are trying to keep a
balance between keeping the entry fees reasonable to attract participants and get
enough revenue to support the cause.
Wellness Community is a national organization with its local chapter located in Paso
Robles. However, network groups meet in San Luis Obispo as the product provided is
not clinical, but based on classes, education, and support networks. The same can be
said for the LiveStrong Foundation that is based in Texas, but gives money directly to
people nationwide. In addition, this foundation has become very well know and will give
the event tremendous brand recognition.
ACTION: Moved by Davis/Babb to fund the platinum sponsorship for exclusivity of
the event stage.
Motion carried 6:0
2. CONTRACT UPDATES
Chamber of Commerce
Lindsey Miller presented the articles placed through the contractor's PR efforts. Several
stories appeared in Bay Area publications as detailed in monthly report. Lindsey also
reported on the meeting with a State Tourism representative at the Courtyard by
Marriot. 40 people attended the meeting and will hopefully submit some content to the
State's tourism website in order to increase San Luis Obispo county recognition.
Verdin Marketing Ink.,
Cary Woll announced that Verdin Marketing won an Addy award for ShopSLO/Dine
SLO campaign. She reported that they will use the remaining budget of $2,500 for a
concentrated effort around Mothers' Day reaching out to merchants to post specials and
then drive traffic through social media, radio and PR once the information is posted.
Merchant outreach will be through personal contact in order to gain feedback as to what
features work well for the merchants and what other tools they would deem beneficial.
BUSINESS ITEMS
1. FORMATION OF TASK FORCE FOR EVENTS PROMOTION
Committee members LeMieux, Palazzo, T.Conner will serve on the joint task force with
the TBID to develop an events promotion program. Staff is to coordinate time and date
for a first meeting.
2. SUBCOMMITTEE ASSIGNMENTS AND GIA MEETINGS
Staff went over the current subcommittee assignments and years served by individual
members. The committee agreed the two-year stipulation in the bylaws is justified as it
offers the committee members the opportunity to see both subcommittee elements.
Committee member Babb will therefore move to the Marketing Subcommittee and the
two new members will serve on the Grants-in-Aid subcommittee.
3. MARKETING SUBCOMMITTEE RECOMMENDATION
Subcommittee chair J. Conner reported on the discussion at the subcommittee meeting
and introduced the recommended action. The new website under
www.sanluisobispovactaions.com was showcased, so all committee members had a
visual to go with the report. Subcommittee member Davis reiterated that the tourism
message was diluted and misleading using two websites and logos and that it needed
to be streamlined.
Motion: Moved by Conner/Davis to utilize
www.sanluisobispovacations.com and the Sincerely California logo
for all marketing material commissioned by the PCC.
Motion carried 6:0
PCC LIAISON REPORTS
Committee member Babb reported that Ballet Theater of SLO was presenting
"Coppelia" and invited the committee to come to the performance.
Committee member Davis reported that the organizers of the City to Sea Half Marathon
are working on plans for a possible full marathon race in 2011 and will present the event
to the TBID in Mayor June.
PCC MARKETING SUBCOMMITTE
Discussed under Business Item NO.3
TBID BOARD REPORT
Committee member J. Conner reported that the TBID board is currently establishing its
2010-11 budget which will continue to concentrate on the website and traffic to it.
PCC COMMUNICATIONS
Meeting adjourned 7:05 pm
1IIIIIII:I city o~
& san lUIS OBISpO
Monthly TOT Report
March 2010
May 5, 2010
This report covers the City's transient occupancy tax (TOT) revenues for the month of March 20 I0
compared with the two prior years. As reflected below, revenues for March 2010 are up by 12.6% from
last year and down 8.2% year to date.
Trend Analysis. Finally some good news! The significant increase in March is the best TOT news
that we have had in a very long time. However, one month is not a trend. Since March is typically one
of our lowest months for
TOT revenues, a
relatively modest ..Increase In revenues can
result in a relatively
high percentage
Increase.
Moreover, the increase
in TOT revenues for the
month of March is the
result, at least in part, of
being compared to a
very steep 25%
downturn in March
2009.
Year-to-Date TOT Revenues
Prior Year
2007-08
Last Year
2008-09
This Year
200S-10
Increase (Decrease)
Last Year Vs 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%
November 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%
March 386,458 289,506 326,099 36,593 12.6%
YealT*td-Date<Td~1 '3,72~iQ45 3i47~;~27 ~i192,181 (28~,446) -8.20/0
April
May
June
388,911
435,516
513,631
391,891
393,431
456,098
TOTAL. 5,Q64,102 4,120,047 3,192,181
The revenues shown in this report are prepared on an accrual basis as of the end ofNontheless, this is the month. They are based on TOT amounts reported by operators but not necessarily
certainly welcome news. remitted to the City within the 30 days after month-end required by the City's TOT ordinance.
What's This Mean? The year to date decline of 8.2% puts us slightly ahead of 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 20 I 0-11.
For More Information. Please call Jennifer Thompson, Revenue Supervisor, at (805) 781-7129.
DISTRIBUTION: City Council, Department Heads, Department Fiscal Officers, Budget Rcview Team, Economic Development Manager, Promotional
Coordinating Committee, Visitors & Conference Bureau, SLO Chamber ofCommeree, Barnett 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: 05/07/10 CITY OF SAN LUIS OBISPO EXPSTAll
TIME: 09:35:46 EXPENDITURE STATUS REPORT
SELECTION CRITERIA: expledgr.key orgn='1130o'
ACCOUNTING PERIOD: 11/10 -
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-lOo GENERAL FUND 2ND SUBTOTAL-701 SALARIES
DEPARTMENT-lOoo ADMINISTRATION
PROGRAM-1130o COMMUNITY PROMOTION
1ST SUBTOTAL-7oo 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 36,316.48 6,683.52 84.46
TOTAL SALARIES 43,000.00 1,655.00 .00 36,316.48 6,683.52 84.46
7040 RETIREMENT CONTRIBUTIONS 11,700.00 459.20 .00 10,079.19 1,620.81 86.15
7041 RETIREMENT PARS -401 400.00 16.55 .00 363.10 36.90 90.78
7042 HEALTH & DISABILITY INSU 5,100.00 210.52 .00 4,210.41 889.59 82.56
7044 MEDICARE 600.00 26.06 .00 572.26 27.74 95.38
7046 UNEMPLOYMENT INSURANCE 200.00 6.62 .00 145.27 54.73 72.64
TOTAL BENEFITS 18,000.00 718.95 .00 15,370.23 2,629.77 85.39
TOTAL STAFFING 61,000.00 2,373.95 .00 51,686.71 9,313.29 84.73
7227 CONTRACT SERVICES 147,500.00 .00 15,548.35 72,065.70 59,885.95 59.40
7337 PROMOTION & PUBLIC REL 106,347.48 .00 27,024.52 79,322.96 .00 100.00
7339 CHAMBER & VIS & CONF BUR 103,500.00 .00 15,250.00 88,250.00 .00 100.00
TOTAL SUBTOTAL 357,347.48 .00 57,822.87 239,638.66 59,885.95 83.24
TOTAL CONTRACT SERVICES 357,347.48 .00 57,822.87 239,638.66 59,885.95 83.24
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 2,373.95 57,822.87 291,481.13 69,543.48 83.40
TOTAL ADMINISTRATION 418,847.48 2,373.95 57,822.87 291,481.13 69,543.48 83.40
TOTAL GENERAL FUND 418,847.48 2,373.95 57,822.87 291,481.13 69,543.48 83.40
TOTAL REPORT 418,847.48 2,373.95 57,822.87 291,481.13 69,543.48 83.40
Verdin!'!
ShopSLO I DineSLO Program
Status Update:
Website
April Traffic: ShopSLO -242 Dine SLO -188
Restaurant/Merchant Outreach
There were four new merchant profiles established on ShopSLO, bringing the total to
52. 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 included promoting the websites by encouraging more merchants and
restaurant owners to create log ins and profiles on the ShopSLO, DineSLO websites to
promote Mother's Day specials for the month of May. Flyers were passed around to
store / restaurant owners throughout San Luis Obispo reminding owners of the
websites. Radio clips are running from 5/5 -5/9 to encourage customers to utilize the
shopslo / dineslo websites to help with Mother's Day shopping this year.
Social Media
ShopSLO attracted 47 new friends on Facebook in April, bringing the total to 135
friends and a total of 10 fans or "likes". DineSLO 19 new friends and no new fans,
bringing that total to 44 fans or "likes". ShopSLO has two new followers on Twitter,
adding up to 48 total, and DineSLO has seven new followers, adding up to 75 total.
Mother's Day Promotion
See attached promotion underway for Mother's Day. Will have a full report on results at
June meeting.
Verdin I""!
Shop SLO Dine SLO
May/June 2010 Recommendation: Mother's Day Promotion
Develop highlight for Mother's Day on the SSDS websites, showing all events and gift ideas related to
the holiday
Outreach to retailers/restaurateurs to update their profiles or create profiles if they don't have one; will
promote to merchants the ability to post their own events and specials related to Mother's Day.
Outreach:
• Initial blast out to all merchants who have created profiles in SSDS websites and for whom we
have contact information asking them to post information online on special promotions or
offers for Mother's Day; follow up blasts as reminders week of Mother's Day
• Letter/flyer created for merchants to be delivered in person by VMI intern to as retailers and
restaurateurs; will allow ability to ask questions as well as get more information about SSDS
out
Publicity:
• Daily Twitter updates
• Facebook announcements
• Press release sent to countywide media
• Radio schedule -1: 1 match, all spots will be concentrated to run the three days leading up to
Mother's Day; we will talk to morning DJs to see if we can get live mentions
• POS flyers to for merchants to have at businesses promoting web sites and the Mother's Day
tie-in, directing traffic to sites
Budget:
Ad Production: $ 300
Flyer Production: $ 200
Coordination time: $ 0
Radio Schedule: $ 400
Facebook Ads: $ 100
Total: $1,000
FOR IMMEDIATE RELEASE
May 4, 2010
Contact: Emily Madson
805-541-9005
emily@verdinmarketing.com
ShopSLO DineSLO to Boost Local Economy
With tax revenue down, ShopSLo.org and DineSLo.org help publicize local businesses
SAN LUIS OBISPO, CA-The decline of local sales tax revenue over the past two years is
something that has both business owners and consumers concerned. However, things may be looking
up. In an article that appeared in The Tribune (San Luis Obispo Sales Tax Shows Drop in Forth
Quarter, April 24, 2010), City Finance Director, Bill Statler, predicted that, "Even though the numbers
are not flat, at least it is a lower rate of decline. If we are not at the bottom yet, we are close."
In an effort to help local shops and restaurants increase their sales, the City has funded a
campaign promoting local businesses to tourists and residents alike. The Shop SLO Dine SLO
campaign features two web sites that are easy to use, free for business owners, and offer limitless
opportunities for business growth. The two websites -ShopSLO.org and DineSLO.org -currently
list all retail shops and restaurants within the San Luis Obispo city limits, along with locations and
phone numbers, searchable by both category and name. According to Marco Rizzo, co-owner of Cafe
Roma, "Shop SLO and Dine SLO will make shopping and dining in San Luis Obispo even easier,
more convenient, relaxing, and fun."
Business owners are encouraged to set up their own company profiles and add additional
information such as business hours, flyers, photos, and links to their own websites. They can also alert
the public of upcoming sales, events, and promotions. Listen for advertising to promote the use of
ShopSLO.org and DineSLO.org for Mother's Day that will begin running on May 5,2010. For more
information, call Emily Madson at 541-9005. To plan a day of shopping and dining, log on to
www.shopsl0.org or www.dineslo.org.
The ShopSLO and DineSLO programs are funded by the City's Promotional Coordinating
Committee as a way to enhance visits to the city for county residents and tourists alike. For more
information on the program, contact Brigitte Elke, Principal Administrative Analyst for the City of San
Luis Obispo, at 781-7151.
###
E-blast to all merchants signed up on SSDS websites:
~cltyo~
san lUIS OBISpO
Hello San Luis Obispo Business Owner,
Thank you for setting up your profile on ShopSLO.org or DineSLO.org, the web sites are looking great!
We want to remind you to update your profile for Mother's Day before May 5th when we will be running
advertisements to promote using ShopSLO.org and DineSLO.org for Mother's Day.
If you're planning a special event, promotion, or sale, let people know!
Log on to ShopSLO.org or DineSLO.org, go to "My Account" and click "Add Event" to let locals and tourists
know what you have to offer.
Please contact me with any questions or concerns, or for assistance in enhancing your listing.
Best Regards,
Emily Madson, Marketing Intern
City of SLO Contractor, Verdin Marketing Ink
689 Tank Farm Road, Suite 210
San Luis Obispo, CA 93401
emily@verdinmarketing.com
805-541-9005
Letterlflyer to merchants, hand delivered to their place ofbusiness:
IIIIIlI city o~
s~\n lUIS OBISpO
Dear Business Owner,
Battle the Recession With Shop SLO Dine SLOt
"Are We There Yet?"
The economy seems to be looking up, and business owners and consumers alike are asking, "Is it over
yet?" One of the indicators of our economy's health is the sales tax revenue, which has continued to
decline over the past two years. However, things may be looking up. The city Finance Director, Bill
Statler, predicted that," Even though the numbers are not flat, at least it is a lower rate of decline. If
we are not at the bottom yet, we are close."
Here's What We're Doing to Help!
In an effort to help local shops and restaurants increase their sales, the City has funded a campaign
promoting local businesses to both tourists and residents alike. The Shop SLO Dine SLO campaign
features two websites that are easy to use, free for business owners, and offer limitless opportunities
for business growth. The two websites -ShopSLO.org and DineSLO.org -currently list all retail
shops and restaurants within the San Luis Obispo city limits, along with locations and phone
numbers, searchable by both category and name.
Make the Most of It!
Now that the website is fully functioning, business owners are encouraged to set up their own
company profiles and add additional information such as business hours, flyers, photos, and links to
their own websites. This is a great opportunity to make your information available to the public and
alert them about your upcoming sales, promotions, and events. By working together and using all of
the tools available, we are sure to have this SLO economy picking up fast in no time!
Doing Something Special For Mother's Day? Promote it With Shop SLO Dine SlOt
Contrary to what you may believe, Mother's Day is not only a holiday to celebrate Mom. It is also a
perfect opportunity to promote your business! By creating a profile on ShopSLO.org or DineSLO.org,
you can let the public know what special event, promotion, or sale you're planning for Mother's Day.
Setting up a profile takes only minutes, and once you do, it is easy to update your account with new
promotions, pictures, and links!
Flyers printed and hand delivered to merchants to put on counters; also available on website for
printing additional copies:
For a Mother's Day
She Won't Forget
Planning the Perfect Mother's Day? Let Us Help!
Visit ShopSLO.org and DineSLO.org
• search all of the restaurants &.
retailers in SLO by name, type,
or location
• Find out which places are doing
something special for Mother's Day
• It's EASY and It's FREE!
RADIO PROD SHEET Verdin"'lal
Client: SSDS Spot Name: SHOP-SLO, DINE -SLO
Promotion: Mother's Day Spot #: 1
Date: 4/30/10 Spot length: :30
Flight dates:
Notes: Use one male and one female voice for script and a different male voice for announcer
at end
-
10 SEC
-
-
-
20 SEC_
30 SEC_
40 SEC
50 SEC_
1 MIN
KELLY, I NEED YOUR HELP!
MOTHER'S DAY IS ALMOST HERE, AND I HAVENT
DONE ANYTHING FOR HER YET!
DON'T WORRY! GO TO SHOP-SLO DOT ORG AND DINE
SLO DOT ORG AND SEARCH ALL OF THE
RESTAURANTS AND RETAIL STORES IN SAN LUIS
OBISPO BY TYPE, NAME OR LOCATION. YOU CAN
EVEN SEE MOTHER"S DAY DISCOUNTS AND SPECIALS.
REALLY? THAT MAKES MY PLANNING FOR MOM A
WHOLE LOT EASIER!
TAGGED VOICEOVER: PLAN THE PERFECT MOTHER'S
DAY. LOG ON TO SHOP-SLO DOT ORG AND DINE-SLO
DOT ORG. SHOP AND DINE LOCAL. MAKE IT EASY.
.-)1' 'no~.. I lift.; l. 11SJ. n . . )I. ....r. Sa ..: C lmn1l'H.lI~Ch ,Wll ber oj ..( Report to City of SLO-PCC Committee
Public Relations Contract/April 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 and
marketing ideas.
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
3.3 Target various niche interests Continue working on weddings and
breweries.
4 Media Relations
4.1 Aggressively maintain and develop
relationships with travel writers/editors
Continue working on AZ contacts.
4.2 Target specific media markets
4.3 Respond timely to media requests Working with Wine Spectator on story
about SLO and update on general
Travel to SLO Wine Region info
teamed up with Brian Talley to have all
wine information correct.
Working with writer from Germany
who is writing a travel book on Hwy 1.
Sent content and photos to be published
in book.
Submitted photos and follow up
information to travel writer from
Houston Chronicle who visited last
month.
Working with writer from Away.com,
part of the Away Network and Orbitz.
Working on a story about SLO and
traveling to the beach around SLO.
Submitted content and photos.
Working with photographer from
Sunset on photos for story in magazine
focusing on Avila but including info on
SLO.
Continue working with Steve Marsh
from National Geographic-Steve made
second visit to SLO for research on
book. Continue to submit information
and set up meetings and interviews for
him.
Dave will be on BBe's "Postcards From
Across the Pond"-on ideal holiday
spots.
Worked with CBS Morning show on
setting up logistics for them for their
trip to Hearst Castle and will be
meeting up with them while they are
here later in the month.
Sent info to USATourist.com for SLO
Children's Museum as a family fun
destination this summer.
Provided content to Nipool Patel for
article in Southern CA publication
about SLO and SLO wine country to a
tennis organization.
4.4 Primary host of press trips
4.5 Media Relations Goals
4.5 Results Style Media Group-
htt.j2.;i Iw 'IN\\' .stylemg.com 1St vlC'!~
201 O/Sc1n-L_lJis-Obispo!
(est. media value-regional-$54,OOO)
5 Specific Public Relations Efforts
5.1 Develop Story Ideas Working on Fall events release with all
events including Arts and Sports angle.
5.2 12 press releases/ 4 "What's New" Working on a General Fall Events
Release.
Sent out releases, all attached as well as
links:
http://visitslo.comicm/ReJeasesi!\('Jease
TourdeSLC)Wine. html
Continued to send out Roll Out the
Barrels and Festival Mozaic.
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 MyMediaInfo'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
ExamineLcom-ROB 3parts 9,000
ExamineLcom-Bounty 3,000
San Jose Mercury 138,000
Contra Coast Times 69,000
Marin Independent Journal 36,000
Style Media Group (3) 54,000
Total $19,000.00 1/ $143,050.00 1/ $255,000.00 $54,000.00 $0.00 1/ $0.00
For details on individual placements, see monthly PCC report.
.-1" "10~. lUIs (J1lslIr, Sailt'Cllanlbel ot ' .. ,Commerce"" Report to City of SLO-PCC Committee
Event Promotion Contract/April 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
GranFondo
Open House
SLO Vintners
SavorNCB
CP Alumni
CP Athletics
Central Coast Cancer Challenge
Continue to work with Savor on planning
for SLO events and promotion of events
both in SLO and in releases outside of the
area and in all promotional materials.
Worked on Roll Out the Barrels
promotions-sent out podcast to all media
outlets and posted on sites.
Set second meeting with CP Athletics.
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 Continue to work this month with SLO
the PR plans. Vintners, City to Sea, SLO GranFondo,
Savor, Festival Mozaic, Central Coast
Cancer Challenge.
1.4 Promotion of event through the Visitors
Center and visitslo.com
Promoting Savor through Visitor Center
including having new video PSA on
tourism video in Visitor Center.
Also working with CP Athletics on ideas
for fall sports promotions in Visitor
Center.
2.0 Utilize events for tourism promotion at
event by having San Luis Obispo booth.
Working on developing and
researching ideas for enhancing booth
and for giveaways at booth for
upcoming events in fall.
Participated in Open House on April 15 th _
17th , including several events-Farmers
Market event, Resource fair and general
club fair.
Participated in National Train Day on
May 8th in LA Union Station with
Amtrak.
3.0 Produce promotional materials and
gIveaways.
Creating segments of tourism video for
City's channel 20.
Brochure finished and delivered. And
headed to 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 June-hopefully
Historical Society will have podcast
ready to go and eblast will focus on
promoting new tour.
May's eblast focused on biking in SLO-
Tour de SLO Wine Region.
http://visi ts]o,S:.Qm!cm/i~LtyIL:ILlsls/May20
10.hlml
6.0 Provide Written report & presentation. Ongoing.
May2010 Page 1 of 4
WLLC(}t'Al: TO SAN LUIS OBISPO
relax
n urd
Cyclists and race enthusiasts worldwide
anticipate watching the two biggest cycling events
of the year -the Tour of California and Tour de
France. But while these exciting races may be fun
to see, just watching a race isn't enough. Those
looking to enjoy a remarkable ride can travel to
San Luis Obispo for its unique combination of
spectacular scenery, world-class wines and back
country roads.
Here in San Luis Obispo,we don't just watch ...we
ride. And one of the most enjoyable ways to ride
is through the rolling hills of San Luis Obispo wine
country. Here in SLO, we like to stop for a little
refreshment along the way Uust not too much
refreshment). So let us introduce to you the do-it
yourself-
One of the unique ways to experience the San Luis Obispo Wine Region is to cycle through the scenic rolling vineyards
and rustic ranch roads of the area. With over two dozen local wineries, there are plenty of places on your journey to stop,
rest, relax and grab a picnic.
The San Luis Obispo Bicycle Coalition has put together a guide that you
can download here. The guide maps out three scenic rides throughout the wine region ranging from 19.7 miles to 29.5
miles. Of course, the time it will take to complete the rides depends on how many 'refreshment' stops are made. All three
rides begin right outside of the downtown core of the city of San Luis Obispo at the train station.
The first ride is the CO·;)!!, which focuses on the Edna Valley appellation of the SLO Wine Region.
On this ride, the first major road of the loop will be Orcutt Road. Orcutt is full of some of Edna Valley's finest wineries.
The first "refreshment stop" is Baileyana Wif1m)', set in an old school house. As you tour the rest of the way down the
road, you will see Wolff Vineyard, famous for its Petit Syrah, and Chamisal Vineyards, the very first vineyard in the Edna
Valley. To head back into SLO, make a loop on Tiffany Ranch Road to Highway 227, where you'll soon see the next stop
at Kynsi Winery. Kynsi was an active dairy in the 1940s. Claiborne and Churchill is just a bit farther down the road on
your way back and is famous for being a tasting room made out of hay ...well, it's a straw bale bUilding, but it's a great
story and keeps the wine nice and cool. Sextant is located at the town site of Edna, in the old merchant building. As you
keep heading back into town the last refreshment stop on the tour will be Tolosa Winery, named for the historic Mission
San Luis Obispo de Tolosa in the heart of the city, which is also where some of the vines Tolosa uses to make its
incredible wines originated.
The additional two rides that the Bike Coalition developed for cyclists in the SLO Wine Region are the
and the Trw; d'Aviia. The Corbett Canyon Loop highlights both the Edna Valley and Arroyo Grande wine
appellations and takes cyclists out past Lake Lopez, east of Arroyo Grande. The Tour d'Avila is a ride to the beach town
of Avila and back into San Luis Obispo through See Canyon Road, famous for its apples. Each ride is picturesque and
we recommend that you take your time and bring your camera.
There are many other great wineries in the SLO Wine Region to check out, either on one of the two other tours or by car.
So be sure not to miss:
Edna Valley Vineyard - a great side trip from the Tiffany Ranch Road Loop and Corbett Canyon Loop
Talley Vineyards -on the Corbett Canyon Loop
Cerro Caliente Cellars - a great stop in SLO town
Kelsey See Canyon -on the Tour d'Aviia
Laetitia Vineyard -just a little off the tours but worth the trip!
Per Sacco Cellars -on the Tour d'Avila
Stephan Ross Wine Cellars - a great stop in SLO town
Sauc,SlJito Canyon - a great side trip from the Tiffany Ranch Road Loop and Corbett Canyon Loop
http://visitslo.eom/em/CityEblasts/May20 1O. html 5/5/2010
May2010 Page 2 of 4
San Luis Obispo is well-known for its phenomenal rides and cycling events that take place throughout the year. Here are
a few upcoming events:
This inaugural SLO GranFondo is set for October 23 and will challenge riders
with some of the world's most beautiful terrain along the rugged coast of
northem San Luis Obispo County. The ride offers three fully supported routes
throughout San Luis Obispo County to suit the occasional rider or the
seasoned competitor.
Both pro and amateur cyclists are welcome to journey throughout the beautiful
California Central Coast on this ride.
Click here for more information
The Central Coast Cancer Challenge will take place on Saturday, September 18 and will combine cycling and running
with a well ness expo and and concert to raise funds for both national and local cancer support charaties. The event is
family focused and the sporting events will include beginner, advanced and children's levels.
More information available soon!
m
Saturday, June 5
Join us for a day of grill and grape mastery on the historic Filipponi Ranch at Per
Bacco Cellars, Calle Joaquin, San Luis Obispo.
Local wineries will create delectable bites of signature grilled dishes paired with their
own, select wines. A panel of local celebrity judges will be on hand to pick the best
food and wine pairing. Attendees will also be treated to live music, art and samples of
gourmet chocolate, olive oil and breads from local vendors.
Click here for more information
July 2-11
One heart, one world, one pride
Central Coast Pride week celebrates the healthy
gay/lesbian/bisexual/transgender community of the Central
Coast. The events are designed to be both fun and
educational. The two main events for the week are the
headliner show and Pride in the Plaza. The headliner this year will be comedian Lisa Lampanelli performing her comedy
show the 'Loveable Queen of Mean' at the Performing Arts Center on Saturday, July 10. Pride in the Plaza will follow on
Sunday, July 11, as a fun-filled day of activities and entertainment in Mission Plaza.
Click here for more information
July 15-25
Enjoy a celebration of five centuries of music held on California's picturesque
Central Coast. From Bach and beyond to Mozart and more, this world-class
festival presents dynamic international artists in unique venues to create the
ultimate experience.
Click here for .more information
http://visitslo.com/cm/CityEblasts/May2010.html 5/5/2010
May2010 Page 3 of 4
June 4 -August 27
Join us every Friday evening throughout the summer in the beautiful Mission Plaza
for a free live conert series.
Enjoy jazz, country, light rock and other contemporary styles. Soft drinks, local
wines and beers available. 5:30-7:30 p.m.
Click here for the 2010 schedule of concerts
't
CAL POLY ARTS
9
li: SAN LUIS OBISPO SYMPHONY
~~\ Seut LuiA Obi!po LittlL ~ E~
rERFORMING ARTS CENTER
One of the best parts about coming to San Luis Obispo is all the great
outdoor activities we offer here. From hiking to biking, kayaking to
windsurfing -we have it all here! So don't forget to bring your tennis shoes,
there is so much outdoor adventure waiting here in SLO for you!
Hiking Trails Bike Ride Calendar
Ranger-Led Hikt's Mountain Bike Trails
nd n
Downtown San Luis Obispo comes alive every Thursday night. Shop for the freshest
produce and flowers in the county, devour delicious ribs and sandwiches, browse
local shops open late, and enjoy live entertainment. Open 6-9 p.m. on Higuera Street
in downtown San Luis Obispo.
Click here for daily fresh produce schedule
There are so many ways to enjoy San Luis Obispo without
your car. So if you would like to leave it at home we are
happy to help you enjoy your vacation without it.
SLOCarFree.org will show you how to get to SLO without
your car and how to get around while you are here Car
Free. There is nothing you can't do here without your car!
Click here for more information
http://visitslo.eom/em/CityEblasts/May20 1O.html 5/5/2010
Release-TourdeSLOWine Page 1 0[2
ResourcesMedia Contact:
Lindsey Miller
Director of Marketing
805-786-2 76 3
Jind~ey(ii'sl ocham ber.ol'g
wv.w.YisitSLO.com Facts &
Sl.al1slics
on
Events
Calendar
San Luis Obispo, CA -Cyclists and race
Medl<t Regist r.enthusiasts worldwide anticipate watching
the two biggest cycling events of the year
-the Tour of California and Tour de
France. But while these exciting races
may be fun to see, just watching a race
isn't enough. Those looking to enjoy a
remarkable ride can travel to San Luis
Obispo for its unique combination of fum=!
spectacular scenery, world-class wines Informatlon
and back-country roads.
Here in San Luis Obispo,we don't just watch ...we ride. And one of the most
enjoyable ways to ride is through the rolling hills of San Luis Obispo wine country.
Here in SLO, we like to stop for a little refreshment along the way Uust not too much
refreshment). So let us introduce to you the do-it-yourself-de
One of the unique ways to experience the San Luis Obispo Wine Region is to cycle
through the scenic rolling vineyards and rustic ranch roads of the area. With over two
dozen local wineries, there are plenty of places on your journey to stop, rest, relax
and grab a picnic.
The San Luis Obispo Bicycle Coalition has put together a Si\1} L Hi';
"" "',Fy Ek:ycle guide that you can download here. The guide maps out three
scenic rides throughout the wine region ranging from 19.7 miles to 29.5 miles. Of
course, the time it will take to complete the rides depends on how many 'refreshment'
stops are made. All three rides begin right outside of the downtown core of the city of
San Luis Obispo at the train station.
The first ride is the TI1!.'''1 lOG!" which focuses on the Edna Valley
appellation of the SLO Wine Region. On this ride, the first major road of the loop will
be Orcutt Road. Orcutt is full of some of Edna Valley's finest wineries. The first
"refreshment stop" is Baileyana Winery, set in an old school house. As you tour the
rest of the way down the road, you will see Wolff Vineyard, famous for its Petit Syrah,
and Chamisal Vineyards, the very first vineyard in the Edna Valley. To head back
into SLO, make a loop on Tiffany Ranch Road to Highway 227, where you'll soon see
the next stop at Kynsi Winery. Kynsi was an active dairy in the 1940s. Claiborne and
Churchill is just a bit farther down the road on your way back and is famous for being
a tasting room made out of hay ...well, it's a straw bale building, but it's a great story
and keeps the wine nice and cool. sextant is located at the town site of Edna, in the
old merchant building. As you keep heading back into town the last refreshment stop
on the tour will be Tolosa Winery, named for the historic Mission San Luis Obispo de
Tolosa in the heart of the city, which is also where some of the vines Tolosa uses to
make its incredible wines originated.
The additional two rides that the Bike Coalition developed for cyclists in the SLO
Wine Region are the Cal}cuC' and the T'.'d ;\vi!.l. The Corbett
Canyon Loop highlights both the Edna Valley and Arroyo Grande wine appellations
and takes cyclists out past Lake Lopez, east of Arroyo Grande. The Tour d'Aviia is a
ride to the beach town of Avila and back into San Luis Obispo through See Canyon
Road, famous for its apples. Each ride is picturesque and we recommend that you
take your time and bring your camera.
There are many other great wineries in the SLO Wine Region to check out, either on
http://visitslo.com/cm/Releases/Release-TourdeSLOWine.html 5/5/2010
Release-TourdeSLOWine Page 2 of2
one of the two other tours or by car. So be sure not to miss:
Edna Valley Vineyard - a great side trip from the Tiffany Ranch Road Loop and
Corbett Canyon Loop
Talley Vineyards -on the Corbett Canyon Loop
Cerro Caliente Cellars - a great stop in SLO town
Kelsey See Canyon -on the Tour d'Avila
Laetitia Vineyard -just a little off the tours but worth the trip!
Per Bacco Cellars -on the Tour d'Avila
Stephan Ross Wine Cellars - a great stop in SLO town
Saucelito Canyon - a great side trip from the Tiffany Ranch Road Loop and Corbett
Canyon Loop
####
If rou would nollike to fl'{'C'lV(' lhese emaib, pJe'ISC'.cl..i.c.k.Jlcr~
SLO Basics Activities in SLQ About San Luis Obispo San Luis Obispo News
Places to stay Ag/E co Tou rs Path of History How to get to San LUIS ObiSpo News/MedIa InqUiries
Places to eat Biking Tours ~ ~
~SLO Driving Tours Weddings We~ther San Luis Obispo P@ss Releas~
Wine Tasting Farmers Markel Free things to do £lanniog Essentials
~
~~
Photo Gallery Hearst Castle One of the best places to live f--New~etters
~
'>i!<l= Kid Friendly Fun WalkIng Tours ~
Nightlife & Entertainment Upcoming Events San LUIS Obispo Business
Ocean Sports City of Sao Luis Obispo
~
San luis Obispo County
1 Lu'" J
• The Best Pool in Town
Royal Oak Hotel
5/5/2010http://visitslo.com/cm/Releases/Release-TourdeSLOWine.html
, Sail I.uis Obispo
C!1dmber of Com meret'
www.VisitSLO.com Web Site Activity
Apri12010
April '10 March '10 April '09
# of distinct visits/sessions: 32,149 35,338 31,339
# of total pageviews: 118,079 143,812 132,341
A vg. sessions per day: 1,071.63 1,139.93 132,341
Avg. pageviews per session: 3.67 4.06 4.22
Avg. length of time on site: 05:13 04:58 04:07
Range Total: 371,127 Monthly Average: 30,927,25
Graph is # of session sid is tinct visits over a one-year period.
Top three most viewed pages:
April '10 March '10 April '09
Postcards: lA62 1,545 2,660
Lodging: 680 670 518
Activities: 432 272 367
Number of Hours expended: 28hrs
Calendar Inputting-16 hrs
Updating/Changes/Additions-12 hrs
,~ San Luis Obispo
Cl,alnber or Comrnerce
Visitor Center Contract
April 2010
Visitors to Center:
Promotional materials distributed:
City Maps
County Maps
Visitor Guides
Visitor Packets
Advertising responses fulfilled:
EnjoySLOwines.com/Advertisement
Beau tifulSLO .com/Advertisement
W elcomeSLO .com/Advertisement
TraveltoSLO.com/Advertisement
GoToSLO.com/Advertisement
LetsGoSLO .com/Advertisement
HelloSLO.com/Advertisement
SLOEasy.com/Advertisement
SLOGoing.com/Advertisement
SLOGetaway.com/Advertisement
Phone Line #/Advertisement
Phone Line #/Advertisement
Savor Magazine. VCB Coop
Outsideleadlnfo.com
VisitSLO.com/Advertisement
On-line Newsletter
Sunset Responses
Other
Total Responses:
Total sent year-to-date:
City Ad Packets
Amtrak Coupons
Mar.10 Mar. 10 Apr. 09
3, 961 4, 359 6,710
86 80 141
60 80 149
26 35 30
10 520
12 39
9 266
27 2
27 31 827
247 3,418
SAN LUIS OBISPO
CHAMBER OF COMMERCE VISITOR CENTER
APRIL 2010
PEOPLE COUNT
DAY DATE PEOPLE DAY COUNT PEOPLE EVENING COUNT
Thursday 1 280 51
Friday 2 286 16
Saturday 3 183 19
Thursday 8 205 21
Friday 9 271 17
Saturday 10 209 11
Thursday 15 193 28
Friday 16 196 20
Saturday 17 184 11
Thursday 22 214 27
Friday 23 202 19
Saturday 24 187 15
Thursday 29 254 33
Friday 30 193 26
Total 3,057 314
CALENDAR OF EVENTS
Total number of events in April calendar: 59
Total number of events inputted as of 01/01/2010: 293
Number of events inputted during this month: 93
SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER
APRIL 2010
VISITOR RELATED EMAIL &PHONE CALL REPORT
DAY
Thursday
Friday
Saturday
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
TOTAL
DATE
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
PHONE CALLS
30
27
31
19
24
27
26
33
21
9
13
15
26
24
16
37
15
13
23
34
28
39
46
21
13
16
19
21
38
22
726
EMAIL
,
8
7
1
0
4
2
15
9
4
1
1
7
9
5
9
4
0
0
8
2
11
6
4
j
0
1j
11
6
7
7
164