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Home My WebLink About12-09-2009 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, Decenlber 9,2009 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 ICONSENT ITEMS Cl Minutes of the Meeting of November 18,2009 C2 TOT Report C3 Community Promotions Budget Report C4 ShopSLO IDineSLO Budget Report CS 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. 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 and Verdin Marketing Ink will give a brief status update. IBUSINESS ITEMS 1. EVENT IDEAS 30 min The committee will discuss possible event ideas for 2010. 2. SlO HISTORICAL SOCIETY -continued from 11/18/09 20 min Kimberly Alfaro will request funding for three podcast walking tours in San Luis Obispo. IPCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. MARKETING SUBCOMMITTEE REPORT 5 min 3. TBID BOARD REPORT 5min 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. ADJOURN. Promotional Coordinating Committee Minutes Wednesday, November 18, 2009 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 There was no public comment. CONSENT AGENDA ACTION: Moved by Conner/Rizzo to approve the consent agenda as presented. Motion carried 6:0 PRESENTATIONS 1. CONTRACT UPDATES Katy McGrath with Verdin Marketing, Ink presented the ShopSLO and DineSLO websites that will go live on November 19, 2009. She also needed feedback from the committee regarding the ad options for the media campaign that is about to start. The committee members were asked to review the two options and to respond to staff with comments. Lindsey Miller from the Chamber of Commerce presented a preliminary copy of the new downtown map that will be given to lodging establishments for tourists to the area. The committee gave some suggestions as to changes to the map. The map should be back from the printer on December 1, 2009 and will be distributed the same week. BUSINESS ITEMS 1. SUNSET EVENT Josh Heiser from O'donnell lane and Noreen Martin from Martin Resorts gave a status update on the planned Sunset event. The event is now marketed under "Savor the Central Coast" and will take place from September 30 to October 3, 2010. Two events will be held in San Luis Obispo. The kick-off event in front of the Fremont Theater incorporating the Farmers' Market into the festivities as celebrity chefs will buy fresh produce at the Market and cook it at the event. On Friday a wine maker dinner will be held in Mission Plaza. The event is expected to bring 8,000 people for the 4-day event to San Luis Obispo. The event organizer, O'donnellane and the event committee are actively securing sponsorships and the committee was asked to recommend that the City become the main sponsor for the two San Luis Obispo events. ACTION: Moved by Conner/Babb to approve two sponsorships in the amount of $30,000 with $15,000 coming from the 2009-10 budget and $15,000 coming from the 2010-11 budget. Motion carried 6:0 2. SAN LUIS OBISPO HISTORICAL SOCIETY Kimberly Alfaro, the Society's Executive Director, presented the committee with a request to finance three rlistorical San Luis Obispo walking tours in the amount of $13,000. In collaboration with Verdin Marketing Inc, they will produce three tours covering "Around Downtown", "Beneath SLO Streets" and "Railroad Tour". The tours are half-hour recordings for a one-hour walking tour. They will be produced in podcast format that includes photographs, audio and video tracks, and voiceovers of rlistoric people. The committee asked Kimberly to send examples of tours from other cities. Staff is to continue the item to the December 9,2009 meeting for further discussion. 3. CITY TOURISM LOGO ACTION: Moved by J. Conner/Rizzo to adopt "Sincerely California" as the new City tourism logo to be used on all marketing material produced under City contract and PCC review. Motion carried 5:0 (One member of the committee had to leave before this item was discussed.) 4. RETREAT 2010 -continued from October 14th meeting The committee decided to not hold a retreat, but to discuss event ideas at the next regular committee meeting. PCC LIAISON REPORTS GIA UPDATE -LIAISON REPORT Lindsey Miller reported that the Alpha Inc event scheduled for February 2010 has no new date yet. This event was to coincide with the Tour of California which was moved to May. They will announce the date as soon as possible. TBID BOARD REPORT John Conner reported that the TBID Board will have an annual retreat on January 19, 2010 to discuss its marketing plans and strategies for the next year. Meeting adjourned 7:10 pm 1 SUNGARD PENTAMATION -FUND ACCOUNTING V4.1 PAGE NUMBER: DATE: 12/04/09 CITY OF SAN LUIS OBISPO EXPSTA11 TIME: 13:18,56 EXPENDITURE STATUS REPORT SELECTION CRITERIA: exp1edgr.key orgn='11300' ACCOUNTING PERIOD: 6/10 - 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 18,111.49 24,888.51 42.12 TOTAL SALARIES 43,000.00 1,655.00 .00 18,111.49 24,888.51 42.12 7040 RETIREMENT CONTRIBUTIONS 11,700.00 459.19 .00 5,025.18 6,674.82 42.95 7041 RETIREMENT PARS -401 400.00 16.55 .00 181.09 218.91 45.27 7042 HEALTH & DISABILITY INSU 5,100.00 210.53 .00 2,105.21 2,994.79 41. 28 7044 MEDICARE 600.00 26.42 .00 287.06 312.94 47.84 7046 UNEMPLOYMENT INSURANCE 200.00 6.62 .00 72.44 127.56 36.22 TOTAL BENEFITS 18,000.00 719.31 .00 7,670.98 10,329.02 42.62 TOTAL STAFFING 61,000.00 2,374.31 .00 25,782.47 35,217.53 42.27 7227 CONTRACT SERVICES 147,500.00 .00 33,413.14 22,003.66 92,083.20 37.57 7337 PROMOTION & PUBLIC REL 106,347.48 .00 81,430.98 24,916.50 .00 100.00 7339 CHAMBER & VIS & CONF BUR 103,500.00 .00 53,375.00 38,125.00 12,000.00 88.41 TOTAL SUBTOTAL 357,347.48 .00 168,219.12 85,045.16 104,083.20 70.87 TOTAL CONTRACT SERVICES 357,347.48 .00 168,219.12 85,045.16 104,083.20 70.87 7455 COMMISSION & COMM MTGS 500.00 .00 .00 54.08 445.92 10.82 TOTAL TRAVEL. MEETINGS & DUES 500.00 .00 .00 54.08 445.92 10.82 TOTAL OTHER OPERATING EXPEND 500.00 .00 .00 54.08 445.92 10.82 TOTAL COMMUNITY PROMOTION 418,847.48 2,374.31 168,219.12 110,881. 71 139,746.65 66.64 TOTAL ADMINISTRATION 418,847.48 2,374.31 168,219.12 110,881. 71 139,746.65 66.64 TOTAL GENERAL FUND 418,847.48 2,374.31 168,219.12 110,881.71 139,746.65 66.64 TOTAL REPORT 418,847.48 2,374.31 168,219.12 110,881. 71 139,746.65 66.64 Verdin(t} ShopSLO I DineSLO Program Status Update: Website Websites have launched! Several merchants have signed up and created accounts to enhance their profiles. Restaurant/Merchant Outreach Letters for the merchants and restaurant owners regarding the sites and their benefits to local commerce have been drafted and are in preparation for distribution this month. The letters outline the initial information available on the sites and how to enhance their business listings. They also stress the importance of participating in this free promotion to benefit the City of San Luis Obispo as a whole. Public Relations Two speaking engagements have been completed with good reception. The first was an interview with Deborah Cash at the Downtown Association's Quarterly Breakfast and the second was as a soapbox at the November Good Morning San Luis Obispo Chamber Breakfast. Informational flyers were handed out at each and the response from merchants has been good so far. We also received a story in the Downtown Holiday Shopping Guide published by the Tribune Advertising The holiday ad schedule kicked off with the Thanksgiving Day issue of the Tribune as the back cover of the Downtown Holiday Gift Guide. The online social media campaign kicked off with a coverage radius on the cities of SLO County outside San Luis Obispo. The ad includes a link to the $100 Visa gift card giveaway information. The committee consensus is to go along with the 'Right this way' campaign for the ads beginning in the New Year. f-San Luis Obispo Chanlber ot C0I11nlerCe Report to City of SLO-PCC Committee Public Relations Contract/November 2009 Sec. Objective Action Results 1 Assi~t ~ implemehting C~tz1i()~;ism .. Marketing Goals and ®bj~c;;tives ; 1.1 Continue to maintain and improve upon Strategic Alliances. Continue to work with groups through event promotions. 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 New Zealand Herald-Sent info on why New Zealanders should corne to SL®. National Geographic-Enriching vacations Ladies Home Journal-Bike paths in SLO AOLTravel.com-Specials for holidays- included Madonna Inn & Apple Farm North Jersey -The Record and northjersey.com-A Climate worth savoring(Est. value: regional rnedia $18,000-regional media) 3.3 Target various niche interests 4 Media Relatioris ": 'r' " ie"~ L Submitted info the State-releases, events and Top 5s. Talked with and dropped of press kits and wine for 2 travel writers working with TBID pr agend-for Cycle CA and Santa Clarita press. Reworking releases for posting on site and sending out. Ongoing. Ongoing. Ongoing. Working with MyMediaInfo's editorial calendars to gain info on articles that are in production that would SLO would be a 4.1 Aggressively maintain and develop relationships with travel writers/editors Sent information on Outdoor Adventures in SLO to outdoor type magazines-including hiking, biking, etc. 4.2 Target specific media markets 4.3 Respond timely to media requests 4.4 Primary host of press trips 4.5 Media Relations Goals 4.5 Results 5 Specific Public Relations Efforts 5.1 Develop Story Ideas 5.2 12 press releases/ 4 "What's New" 6 Maintain Information 6.1 Computer mailing list of travel media 6.2 Update listings in publications 6.3 Annual Special events calendar 6.4 Press Room at www.visitslo.com 6.5 Media Kitty/ My Media Info 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 , San Luis Obispo Chamber ot COlnnlerce Report to City of SLO-PCC Committee Event Promotion Contract/November 2009 Objective Action Results I Create an Events Promotio capitalizes from the w and increase their vi them as a point of d visitors to San Luis 1.1 Collaborate with marketing directors to Continue to work with several groups: E-blast for October highlighted Outdoor attract media to events and offer to host Adventures in SLO. press trips. Vintner's-Harvest Festival Film Festival Using grant recipient's events to create CP Alumni-Homecoming eblast newsletter and including in new Downtown Association-Vet's Event upcoming events page on Visitslo.com. Posting events on media kitty as well as on online calendars. 1.2 Create event package to sell to potential Working with each event to make sure visitors. they are included in eblast, visitslo.com, editorial calendars, and promotional opportunities through visitor center and booth. 1.3 I Offer PR advice and help with executing the PR plans. 1.4 Promotion of event through the Visitors Center and visitslo.com Working on ways to better promote Film Festival through window displays downtown. Working with OA. Added more wine info throughout Visitor Center with help of TASTE closure-includes bottles, photographs and wine map. 2.0 Utilize events for tourism promotion at event by having San Luis Obispo booth. Had booth at Homecoming and City to Sea. 3.0 Produce promotional materials and giveaways. Giveaway map finished! Will be handed out at meeting. Brochure proof will be show to group. 4.0 Develop two special promotional campaigns. Map finished-will be delivered to hotels and wineries. 5.0 Produce and send out e-blast newsletter. Nov focused on Outdoor Adventures. 6.0 Provide Writtelj report & presenhiti~n. pngging. ···)1i , Sail Luis Obispo C!lclnlber of Commerce www.VisitSLO.com Web Site Activity November 2009 Nov '09 Oct '09 Nov '08 # of distinct visits/sessions: 25,976 37,017 32,463 # of total pageviews: 123,442 125,064 167,181 Avg. sessions per day: 865.86 1,194.09 1,082.10 A vg. pageviews per session: 4.75 3.37 5.14 A vg. length of time on site: 05:21 04:47 05:16 Graph is # of session sid is tinct visits over a one-year period. Top three most viewed pages: Nov '09 Oct '09 Nov '08 Postcards: 1,896 2,293 1,003 Lodging: 421 574 n/a Wine: 235 n/a 298 Number of Hours expended: 36hrs Calendar Inputting-18 hrs Updating/Changes/Additions-18 hrs ,~ San Luis 0h.ispo ( han1ber ot Commerce Visitor Center Contract November 2009 Nov. 09 Oct. 09 Nov. 08 Visitors to Center: 4,902 Promotional materials distributed: City Maps 51 County Maps Visitor Guides 49 Visitor Packets 17 Advertising responses fulfilled: EnjoySLOwines.com/Advertisement BeautifuISLO.com/Advertisement WelcomeSLO.com/Advertisement TraveltoSLO.com/Ad vertisement GoToSLO.com/Advertisement LetsGoSLO.com/Advertisement HelloSLO.com/Advertisement SLOEasy.com/Advertisement SLOGoing.com/Advertisement SLOGetaway.com/Advertisement Phone Line #/Advertisement Phone Line #/Advertisement Saveur Magazine. VCB Coop Outsideleadlnfo.com VisitSLO.com/Advertisement 6 On-line Newsletter 12 Sunset Responses 106 California Visitor Guide Responses Other Total Responses: 124 Total sent year-to-date: City Ad Packets 4,164 Amtrak Coupons 5,437 5,202 68 76 143 43 30 16 10 244 25 22 104 75 19 110 489 4,040 14,360 14,360 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER NOVEMBER 2009 PEOPLE COUNT DAY DATE PEOPLE DAY COUNT PEOPLE EVENING COUNT I Thursday Friday Saturday Thursday Friday Saturday Thursday Friday Saturday Thursdav Friday Saturday Total 5 182 26 6 214 19 7 187 13 12 201 29 13 196 23 I 14 211 07 19 209 32 20 195 18 21 214 12 26 Closed for Thanksgiving 27 202 21 28 216 11 2,227 211 CALENDAR OF EVENTS Total number of events in November calendar: 96 Total number of events inputted as of 01/01/2009: 954 Number of events inputted during this month: 82 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER NOVEMBER 2009 VISITOR RELATED EMAIL &PHONE CALL REPORT DAY DATE PHONE CALLS EMAIL Sunday 1 30 1 Monday 2 59 3 Tuesday 3 37 8 Wednesday 4 26 5 Thursday 5 47 6 Friday 6 62 5 Saturday 7 24 2 Sunday 8 19 0 Monday 9 40 2 Tuesday 10 51 6 Wednesday 11 49 5 Thursday 12 56 8 Friday 13 32 2 Saturday 14 27 0 Sunday 15 22 2 Monday 16 58 8 Tuesday 17 37 7 Wednesday 18 32 7 Thursday 19 49 9 Friday 20 37 5 Saturday 21 23 0 Sunday 22 18 1 Monday 23 44 3 Tuesday 24 28 3 Wednesday 25 22 1 Thursday 26 Closed tor Thanksgiving Closed tor Thanksgiving Friday 27 37 0 Saturday 28 31 0 Sunday 29 25 0 Monday 30 41 10 Total 1,063 109