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Home My WebLink About07-08-2009 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, July 8, 2009 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Goals of the City of San Luis Obispo Promotional Coord mating Committee are to (1) Improve the quahty 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 I CONSENT ITEMS C1 Minutes of the Meeting of June 10, 2009 C2. Minutes of the Marketing Subcommittee Meeting of June 18, 2009 C3 TOT Report (to be distributed at meeting) C4 Smith Travel Report CS Community Promotions Budget Report C6 Advertising Report C7 Public Relations Report C8 Visitors Center Report C9 Visitors and Conference Bureau 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. SLO BOTANICAL GARDEN LIZ SCOTT-GRAHAM 15 min 2. QUARTERLY REPORT CHAMBER OF COMMERCE 20 min IBUSINESS ITEMS 1. CONTRACT SERVICES 2009-10 45 min The Marketing subcommittee will present its recommendation for contract services in 2009-10 for the visitor center, website, event promotion, and public relations. 2. GIA LIAISONS FOR 2009-10 10 min The committee will assign liaisons to the GIA recipients. PCC 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. ADJOURN. Promotional Coordinating Committee Minutes VVednesday, June 10, 2009 5:30 pm City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Chair Cate Norton 5:30 pm PRESENT: T. Conner, Babb, Kinney, Davis, J. Conner, Rizzo STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment. CONSENT AGENDA ACTION: Moved by Kinney/J. Conner to approve the consent agenda as presented. Motion carried 7:0 PRESENTATIONS 1. QUARTERLY REPORT -VERDIN MARKETING, INK. Given that this was the last report on the advertising contract with Verdin Marketing, Ink, Kathy McGrath recapped the various campaigns and marketing efforts they had launched over the past two years. The campaigns started out with print and online efforts, but given the first results, the strategy changed to focus more on online campaigns. Search Engine Marketing (SEM) and the monthly e newsletter became center pieces of the advertising campaign. Over the two years, the SEM campaign generated 2,600 leads with a cost of $21 .03 per lead. The e-newsletter recipient list grew from 12,128 to 26,292 active emails with a 95% retention rate. Outdoor events lead the list in click through rates as 40% of recipients favored this topic, followed by cultural events (32%) and culinary/wine events (28%). The online survey Verdin conducted saw 873 respondents of which 61 % came from California and 45% said that they had visited SLO. Over the two years, 19,882 fulfillment packages were sent to requesting parties. BUSINESS ITEMS 1. GRANTS-IN-AID ALLOCATIONS FOR 2009-10 -REVIEW WITH APPLICANTS Cate Norton thanked the representatives of the organizations present for their commitment to the community and their hard work every year. She explained that each applicant would be given the possibility to address the committee regarding the current recommendations for funding. She then started the meeting by calling out each organization. Most representatives addressed the committee and voiced their gratitude for the allocation. They all understood the difficult financial situation of the City and were very appreciative of the funding available to them. The Downtown Association (DA) had 'five representatives speaking to its proposed event, urging the committee to change its current recommendation of zero funding. They all felt that the proposed event would bring people downtown, who do not generally visit the Farmers Market. It would honor the veterans and mark a new annual event in a slow time of year. The DA plans to establish a subcommittee of veterans who would come up with the event marketing. After hearing all representatives, the committee resumed deliberation of the recommended allocations. They asked for several clarifications from the DA representatives and reviewed the proposed budget for the event. ACTION: Moved by J. Conner/Babb to allocate $2,000 in funding for advertising only to the Downtown Association and to recommend to Council funding of the 2009-10 GIA for cultural activities in the amount of $89,680 as established in the previous meeting. Motion carried 7:0 Organization Funding Request Proposed Funding for 2009-10 Committee Comments SLO Rugby Football Club $11,526 $3,800 On-&offline advertising & Farmers Market ARTS Obispo $12,000 $4,500 3 events at $1 ,500 each for advertising Central Coast Clean Cities $12,000 $3,000 Advertising only Cal Poly Allumni Assoc. $8,750 $0 Cal Poly Arts $7,500 $4,500 3 events at $1,500 each for advertising Cal Poly Multicultural Center $4,700 $1,800 Radio advertising & half of print Cal Poly Open House $12,000 $1,000 Postcards only Cal Poly Student L&L $5,175 $0 CC Autism Spectrum Center $5,229.50 $0 CC Children's Choir $2,855 $1,500 Advertising only CC Writers' Conference $3,500 $1,500 Advertising only City-to-Sea Half-Marathon $4,000 $2,500 Advertising in LA area Cuesta ColleQe Art Gallery $3,000 $1,150 No honorarium Festival Mozaic $12,000 $6,000 Media buy only SLO County Libraries $12,000 $2,500 Collaboration with Writers' Cont. together $4,000 for out-of-county advertisinQ Foundation for the PAC $7,500 $0 Friends of Prado $5,000 $3,000 Advertising only GALA $5,000 $5,000 I Madonnari $7,500 $0 Jewish Community Center $4,002 $0 The Monday Club $1,400 $1,400 Pacific Horizon Chorus $3,000 $1,600 Advertising for annual show & youth festival only (Nov. & Dec. dates) SLO ALPHA $4,000 $1,000 Portion of advertising SLO Art Center $12,000 $6,000 National & regional advertising SLO Blues Society $2,650 $2,500 SLO County Band $3,000 $1,230 Promotion for concerts, no pre- promotion SLO Child Abuse Prevention $2,500 $1,500 On-and offline advertising Downtown Association $7,500 $2,000 Farmers Market is now self- sustaining; event within event. Needs new event outside of Farmers Market. SLO Film Festival $12,000 $9,000 Advertising & rack cards for tourist locations SLO Little Theater $6,772.50 $4,500 3 events at $1 ,500 each for advertising SLO Poetry Festival $1,600 $1,600 Must be used for advertising SLO Railroad Museum $5,000 $4,000 Statewide ad, Santa Barbara TV & electronic media SLO Symphony $12,000 $3,600 Portion of print cost SLO Vocal Arts Ensemble $6,700 $4,500 3 events at $1,500 each for advertising Sharing the Dream Festival $7,500 $1,500 For celebration event -must be in SLO City Transition Mental Health $5,000 $2,000 Only out-of-county advertising 2. ELECTION OF CHAIR AND VICE-CHAIR ACTION: Moved by J. Conner/Kinney to appoint Terry Conner as chair for fiscal year 2009-10. Motion carried 7:0 ACTION: Moved by Babb/Kinney to appoint Marco Rizzo as Vice-Chair for fiscal year 2009-10. Motion carried 7:0 This motion was approved after Jeanne Kinney and Cathie Babb declined their election for Vice Chair. 3.2009-10 CONTRACT The committee asked the marketing subcommittee to convene and establish a recommendation regarding the contracts currently considered in the budget. The committee would like to review and form a recommendation to Council in its July meeting. Staff will coordinate a date and time for this meeting. TBID Board Report John Conner reported that the T8ID's ad agency is currently working on the website architecture. The website is scheduled to launch in August 2009. Meeting adjourned at 6:10pm. Promotional Coordinating Committee Marketing Subcommittee Tuesday, June 18,2009 10:00 a.m. Petit Soleil Monterey Street, SLO CALL TO ORDER: John Conner PRESENT: Subcommittee Members: Marco Rizzo, Dusty Davis Contractors: Katy McGrath, Mary Verdin, Lindsey Miller, Dave Garth STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst 1. PUBLIC COMMENT No public present. 2. PCC CONTRACTS 2009-10 The committee met to discuss the Community Promotion contracts for 2009-10 as approved in the 2009-11 Financial Plan. Three contracts were discussed: 1. Visitors Center and Website 2. Event Promotions & PR 3. ShopSLO / DineSLO The following recommendations will be taken to the PCC for consideration and recommendation to Council: 1. The Visitor Center and website contract will be presented as recommended by the Chamber representatives. Staff is to update the document. Moved Rizzo/Davis 3:0 2. The Chamber representatives will provide goals to measure success of the PR contract. During the discussion it became apparent that the current requirements are meaningless. The committee therefore asked that they provide new measurements to be held accountable. In order to expedite the process, the presentation will be before the PCC in order to approve the new contract. 3. Verdin Marketing is to submit a recommendation in July. Meeting adjourned 11 :30 a.m. PCC Marketing Subcommittee Minutes Page 1 Tab 2 -Trend San Luis Obispo, CA Currency: USD -US Dollar City 01 san LUIS OtliSPO For the Montn of May 2009 Monthly Percent Change Overall Percent Change 15 0.0 10 o .,-4.0-5 -10 5 7-.~~ -2.0 -6.0 -15 -20 -80 -25 -30 -100 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Year To Date Running 12 Months --Occupancy __ADR --RevPAR • Occupancy iii ADR iii RevPAR 2007 Year To Date Running 12 Months2008 2009 - 2009Dec Joo Feb M," Ap< Ma, Jun Jul Aug 50p Oct Nov Dec J.n Feb Ma. Ap. Ma, 2007 2008 2009 2007 2008 This Year 471 506 618 66.4 603 630 66.9 77.9 80. 1 621 63.2 56 1 447 487 58.' 51.9 66.3 61 , 635 604 5" 664 64.0 61.6 last Year 50.6 492 62.4 &4.1 72.9 69.2 73.1 SO.4 76.1 66.8 84.3 583 47.1 506 61.8 66.4 60,3 63,0 60.6 63.5 604 65.6 66.4 64,0 Percent Change -6, 27 -09 3 4 ·173 -69 57 -3.1 5.2 -71 -'7 ,39 57 ,,, -6.1 ·21.8 99 ·3.1 48 -5.0 54 , .3 -37 37 ..... 2007 2009 Year To Date Running 12 Months2008 Dec J.n Feb Ma. Ap< Ma, Jun Jur Sop Oct Nov Dec J.n Feb Ma. Ap. Ma, 2007 2008 2009 2007 2008 2009A"" This Year 104.02 9696 10154 10261 11301 116.56 125.72 12495 127.97 1 '3.57 "'.34 '09.21 10057 9632 10029 97.51 '06 50 10863 106.24 106.49 '0238 11 1 82 114.44 111.89 Last Year \02.10 9660 101.03 103.61 113.27 112.62 125.18 128.34 128.02 120.30 110.58 111.66 104.02 9696 101.54 102.61 113.01 116.56 103.31 106.24 106.49 '05.49 "1.82 '14.44 Percent Change 19 04 0.5 , 0 0.2 35 0.4 ·2.6 00 5.8 0,7 2.2 ·3.3 -0.7 12 50 ·5.8 ::6,6._ 28 0,2 3.9 60 2,3 -~,?", 2007 Year To Date Running 12 Morrths2008 2009 Dec Jon Feb Ma. Ap< May Jun Jur Aug Sop Oct Nov Dec Jen Feb Ma. .... MttY 2007 2008 2009 2007 2008 2009 This Year 490' 4902 6279 6809 68.13 73-44 86_64 97,32 102.47 7055 7042 6 ' 2~ 44.92 4689 58.23 50.60 10.58 66.46 6749 6430 5' 48 7427 7322 68.91 ~Year 51.64 47.55 63.06 66.46 82.56 77.88 91.52 103.16 97.47 80.4' 71.11 65.14 4901 49.02 62.79 6809 68.13 73.44 62.60 67.49 64.30 6920 14.27 73,22 - Percent Change 51 3 , 04 24 17.5 57 53 57 5.1 12.3 1.0 M -63 -43 -73 25.7 3.6 -9.5 1.8 -47 91 73 -5.9 2007 2009 Year To Date Running 12 Months2008 Dec J.n Feb Ma. A,,, Ma, Jun Jur Aug Sop Oct Nov Dec J.n Feb Ma. Ap< Ma, 2007 2008 2009 2007 2008 2009 Tnls Year 62.155 62.155 56,140 62,155 60,150 62.155 60.150 62,'55 62,155 60.150 62.155 60.,50 62.155 62, '5~ 56.140 62,155 60,150 62,155 281,766 302,755 302.75~ 68 1 ,090 727,655 731,825 Last Year 57,846 57.846 52,248 57,846 55,980 57,846 55,980 62,155 62.155 60,150 62,155 60,'50 62,155 62,155 56,140 62,155 60,150 62,155 281,766 281,766 302.755 681,090 681.090 727,655 -Percent Cnange 74 14 74 7.4 7.4 74 7.4 00 00 00 00 0.0 00 00 00 0.0 0.0 00 0.0 74 00 00 6.8 06 2007 2008 2009 Year To Date Running 12 Months Dec J.n Feb Ma. A,,, Ma, Jun Jur Aug Sop Oct Nov Dec J.n Feb Ma. Ap< Ma, 2007 2008 2009 2007 2008 --'" " 2009 This Year 29,286 31424 34.7'i 41,24\ 36,264 39,161 41.454 48,409 49,770 37.366 39,313 33,733 27,764 30260 32,597 32254 39.86' 37,956 178.995 182.B07 172,928 452,387 465.570 450,737 last Year 29,254 28,475 32,612 37105 40,802 40,001 40,928 49,962 47,:321 40,203 39,974 35,089 29,286 31,424 34,717 41.241 36,264 39,161 170,722 178,995 182,807 446,767 452,387 465,570 - Percent Change 0' '0 , 65 '11 -2.1 '3 -31 5.2 ·7 ' ,17 -3.9 -52 -6.1 -21.8 99 3 1 2 ' 54 , 3 29 -3,2" 2007 2008 2009 Year To Date Running 12 Months Dec J.n Feb Ma' A", Ma, Jun Jut Sop Oct Nov Dec J.n Feb Ma. Ap< Ma, 2007 2008 2009 2007 2008 2009A"" This Yea' 3,046,368 3,046.956 3525.247 4,23',92~ 4,098. ,36 4.564.433 5,2' ',556 6,048,677 6,369,142 4,243,58~ 4,377,004 3,683,977 2.792.279 2,914,522 3,269.189 3,144.956 4.245,164 4,130.822 19,016,484 19,466,697 17,704,653 50,587,306 53,281,112 50,430,873 last Year 2.986,905 2.750.689 3.294.857 3,844,534 4,62'.640 4,504,764 5,123,226 6,411,988 6,058,210 4,836,392 4.420,143 3,918,osa 3,046,368 3,046,956 3,525.247 4,231,925 4.000,136 4,564,433 17.637,799 19,016,484 19,466,697 47,129,869 50,587,306 53,281,112 Percent Change 20 '0 , 70 10 1 '13 13 17 57 5.1 '23 10 M -63 4.3 -7.3 ·25.7 36 ·9.5 78 2.4 9 ' '.3 53 -5.3 2007 2008 2009 Dec J.n Feb Ma. Ap< Ma, Jun Jut Aug 50p Oct Nov Dec J.n Feb Ma. Ap. Ma, Census proos 28 28 28 28 28 28 28 28 28 28 28 28 28 28 28 26 28 census Aooms 20<» 2005 2005 20<» 2005 2005 2005 2005 2005 20<» 2005 2005 2005 2005 2005 2005 2005 2005 2' - % Rooms ParilClpanls '" '05 '05 '05 819 800 184 80.3 80.3 80.3 184 784 78.4 784 184 78.4 784 " 9 A blank row IndICateS InSuffICient data SMITH TRAVEL RESEARCH Tab 3 -Response San Luis Obispo, CA Currency: USD -US Dollar City of San Luis Obispo For the Month of May 2009 2007 2008 2009 STR Chgin Code Name of Eslablishmenl 20014 Apple Farmlnn & Trellis Court 2106 Best Western Somerset Inn 11906 Comfort Inn & Sulles Lamplighter 34916 Days Inn San LUIS Obispo 25325'Holiday Inn Express San Luis Obispo 26810 La Cuesla Inn 3977 Peach Tree Inn 43906 Petit Soleil 21216 QuaJlly Suiles San Luis Obispo 44522 San LUIS Creek Lodge 19674 Sands Sulles & Motel 26511 Super 8 San LUIS Obispo 7247 Travelodge San Luis Obispo 27870 Travelodge San Luis Obispo Downto"" 21781 Americas Besl Value Inn San Luis Obispo 2105 Best Western Royal Oak Hotel 56038 Courtyard San Luis Obispo 26042, Embassy Sulles San Luis Obispo 11905 Homestead Motel 11907' Madonna Inn 6333 Motel 6 San Luis Obispo North 28341 Motel 6 San luiS Obispo South 2104 Ramada Olive Tree 11903 Rodeway Inn San LUIS Obispo 2899 Rose Garden Inn 11902 San Luis Inn 27871 Sycamore Mineral Spgs Resort 10397 Vagabond Inn San Luis Obispo A blank row Indicates insufficient data ~~Cily & SI"le,., !San Luis Obispo, CA San Luis Obispo, CA San Luis Obispo, CA San Luis Obispo, CA San Luis Obispo, CA ,San LUIS Obispo, CA 'San Luis Obispo, CA San LUIS Obispo, CA San Luis Obispo, CA San Luis Obispo, CA San Luis Obispo, CA San LUIS ObiSPO, CA San Luis Obispo, CA San Luis ObiSPO, CA San Luis Obispo, CA San Luis Obispo, CA San Luis Obispo, CA San LUIS Obispo, CA San Luis Obispo, CA San Luis Obispo. CA 'San Luis Obispo, CA San Luis Obispo, CA 'San Luis Obispo, CA 'San Luis Obispo. CA San Luis Obispo, CA San Luis Obispo, CA San Luis Obispo, CA San LUIS Obispo, CA Open Dale 'Aug 1988 Jun 1962 Aug 1997 Jun 1978 Jun 1985 Jun 1957 Nov 1986 Aug 2002 Jun 1985 Feb 1989 Jun 1960 Apr 1986 Jun 1971 Ju12007 Dec 1986 Jun 1971 Jun 1958 'Mar 1973 Mar 1988 Jun 1964 Jun 1971 Jun 1964 Jun 1935 Nov 1968 28' Rooms 104' 39 77 75 100 72 37 15 138 25 70 49 39 51 32 99 139 195 18 109 86 117 61 27 64 35 72 60, 2005 Rms J ,F,M A,M_J ~ ASO~,[)JJ£~M.A:MJ A SON 0 J iF M l.AlPIIUiJ.~SJ () NiP... ...... ·.. ·... ·...... Y ... ·.............. Y ·.... 00000000 ·.. '.. ·.. 000 0 0 0 o 0 0 0 a a •0 0 0 0 0 0 0 0 0 000 ,e • • • ·...... .. ·..·.... .... ·............ ·.. ·............. ·. ,. .. ·.. ·.. ·........ Y ·... ... o • • • • • ·.. Y :0 0 0 0 0 0 0 0 0 0 0 0 a 0 0 0 0 0 a 0 0 0 0 0 0 a a a 0 o ,Monthly daia'received'by STR~' • ,Monthly and daily data received by STR Blank, No data received by STR ,Y, : (Chg In Rms) Property has expe~el1ced a roorTl"ad<Ji,tion or dropdurrng the time penod,()fltlerep()'!.. SMITH TRAVEL RESEARCH Zip Code '93401 ,93401 !93401 '93401 '93401 93401 93401 93401 93401 93401 93401 93401 93401 93401 93405 93405 ;93405 ,93405 '93405 93405 ,93405 :93405 !93405 93405 .93405 93405 93405 93405 Total Properties, Aft Dale 'Aug 1988 Jun 1962 Jun 2003 Aug 1997 'May 1994 Jun 1985 Jun 1957 Nov 1986 Aug 2002 Jun 1985 Feb 1989 Jun 1960 May 1998 Jul 2008 Jun 1978 Ju12007 May 1995 'Jun 1971 Jun 1958 Mar 1973 Aug 1992 Apr 2002 Apr 2008 Jan 1998 Jun 1964 Jun 1935 Nov 1968 1 SUNGARD PENTAMATION -FUND ACCOUNTING V4.1 DATE: 07/01/09 CITY OF SAN LUIS TIME: 07:47:37 EXPENDITURE STATUS SELECTION CRITERIA: expledgr.key orgn='11300' ACCOUNTING PERIOD: 1/10 SORTED BY: FUND,PROGRAM,lST SUBTOTAL,2ND TOTALED ON: FUND,PROGRAM,lST SUBTOTAL,2ND PAGE BREAKS ON: FUND,PROGRAM SUBTOTAL,ACCOUNT SUBTOTAL FUND-100 GENERAL FUND PROGRAM-11300 COMMUNITY PROMOTION 1ST SUBTOTAL-700 STAFFING 2ND SUBTOTAL-701 SALARIES ACCOUNT - -TITLE BUDGET PERIOD EXPENDITURES 7010 SALARIES -REGULAR TOTAL SALARIES 43,000.00 43,000.00 .00 .00 7040 7041 7042 7044 7046 RETIREMENT CONTRIBUTIONS RETIREMENT PARS -401 HEALTH & DISABILITY INSU MEDICARE UNEMPLOYMENT INSURANCE TOTAL BENEFITS 11,700.00 400.00 5,100.00 600.00 200.00 18,000.00 .00 .00 .00 .00 .00 .00 TOTAL STAFFING 61,000.00 .00 7227 7337 7339 CONTRACT SERVICES PROMOTION & PUBLIC REL CHAMBER & VIS & CONF BUR TOTAL SUBTOTAL 147,500.00 103,300.00 103,500.00 354,300.00 .00 .00 .00 .00 TOTAL CONTRACT SERVICES 354,300.00 .00 7455 COMMISSION & COMM MTGS TOTAL TRAVEL. MEETINGS & DUES 500.00 500.00 .00 .00 TOTAL OTHER OPERATING EXPEND 500.00 .00 TOTAL COMMUNITY PROMOTION 415,800.00 .00 TOTAL GENERAL FUND 415,800.00 .00 TOTAL REPORT 415,800.00 .00 OBISPO REPORT ENCUMBRANCES OUTSTANDING .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 PAGE NUMBER: EXPSTA11 YEAR TO DATE AVAILABLE YTD/ EXP BALANCE BUD .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 43,000.00 43,000.00 11,700.00 400.00 5,100.00 600.00 200.00 18,000.00 61,000.00 147,500.00 103,300.00 103,500.00 354,300.00 354,300.00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 .00 500.00 .00 .00 500.00 .00 .00 500.00 .00 .00 415,800.00 .00 .00 415,800.00 .00 .00 415,800.00 .00 Verdin July 2009 Date: 07/08/09 To: PCC Members, Brigitte Elke From: Verdin Marketing Ink Subject: Advertising Contract Activities for June 2009 This report is provided as a summary of the activities performed by Verdin Marketing Ink under the City of San Luis Obispo's tourism advertising contract for the month of June 2009. Sec. Results Inclusion of information and links to area alliance websites from e-newsletter l.l 2 3.1 3 On2:oin2: as needed 3.2 On2:oin2: as needed Traffic from Google decreased by 39%. Yahoo Yahoo Search Marketing spend increased by 3.3 traffic increased by 130%, consistent with 127%. adsoends. Ad will run in the September/October issue oooortunities 3.4 Explore cooperative advertising Southwest Airlines co-op ad with VCB placed 97% of annual (2008-09) budget has been spent The remaining $5,500 will be allocated to the Chamber of Commerce to complete fulfillment requests resulting from ads placed in the 08-09 fiscal vear. 3.5 Advertising budget management Google ADwords spend decreased by 43% and ObjectiveSec. Action Results 3.6 Advertising and consumer relations services Hard Copy Visitors Guide completed 298 sent 3.7 Work with the Marketing Subcommittee Approved ideas for Shop SLOlDine SLO Met 6/18 4 Consum.er Relations i"i jjiiiji:: 4.1 Provide "direct marketing" services to 332 surveys received as of 6/26Sent new survey to requestors from March consumers May 2009 4.2 Develop targeted themes to attract consumers 3,992 total click thrus (4% decrease over May., Keywords for niche markets are being refined as to the region (collaborate with PR Contractor consistent with adspend) the ADWords campaign continues. and PCC Marketing Subcommittee) 2.2% conversion rate maintained 4.3 Pursue other targeted niche opportunities 5% increase in referral traffic (over May) Research underway to use targeted partner sites through Google to enhance niche site visibility 4.4 Use local events and amenities in consumer Included GlA events in e-newsletter (See section Searched all GlA recipient event listings for oriented email, electronic newsletters and 1.1 for complete list) inclusion in June e-newsletter other web-based promotional opportunities 4.5 Pursue focused promotional opportunities with SOl clicksDeveloped geo-targeted online campaign to local orgs to reach target audience promote May Botanical Garden events 4.6 Monthly, send e-newsletter promoting city June e-newsletter sent 6/06 Ongoing compilation of events to highlight in events and new visitor opportunities to e26,190 sent e-newsletter. database. Provide copies to all city lodging 3,553 opened properties and encourage its use by visitors. 14% open rate Make a copy available to the Chamber for 27% click thru rate (link summary: Attachment I) placement on visitslo.com 4.7 Explore other direct marketing opportunities Resulted in 50 click thrus Included US Airways ad in the e-newsletter. in defined feeder markets 5 J?rovide advertising fulfillment services in response to requests for materials 5.1 Subcontracted out to the Chamber of 651 requests submitted to the Chamber, 9% Commerce decrease from May. 5.2 Direct consumers to the website for fulfillment 492 people opted into the e-newsletter All ads include web address/landing page as well as development of the electronic directing to a page with an option to subscribe database to the newsletter and get a visitor's guide 6 Provide written reports on advertising activities to the City AdmirtistrationOepartment to.be included in the PCC meeting pacl\etS. 6.1 Quarterly Report Final written report: 7/08/09 Verdin Marketing Ink 1920 Broad tnet . ~an luirOb spo· 80S-541 • www.Verdinmarketing.(Om Attachment 1 June E-Newsletter Link response click thru rates Link Click Count Concerts in the Plaza 158 Farmers' Markets 128 Sunday Concerts -County Band 79 Hiking Trails 69 Choral Festival 68 Ranger Led Hikes 63 Outdoor Adventure at Tolosa Reservations 60 SLO Wine & Grill Event 51 US Airways Ad 50 Schoolhouse Rock at Salisbury 43 Bike Ride Calendar 43 Wine Tasting map 37 Wine Tasting 31 Bike Happening 26 Mountain Bike Trails 21 Ranger Led Hikes 17 Fitness Hiking Club 11 Culinary headline 2 TOTAL 957 Yerdin" artet i ng Ink.' 1qlO Jro ad Hrut h n luis Obispe 'i805"541-9005' Wii.. verdinma rkeUng.com , San Luis Obispo Chdmber ot COITII11erCt) Report to City of SLO PCC/June 2009 Sec. Obiective Action Results 1 Assist in implementing Ci Marketing Goals and 0bjecnves I 1.1 Continue to maintain and improve upon Meet with Wendy Eidson from SLO Meet with Kim Gannon of CP Alumni Strategic Alliances. International Film Festival. Discussed house to discuss working together both ways to promote next years event, through their local events as well as event release dates and participate in festival. they host throughout CA. Collateral will Chamber will be serving on marketing be needed. committee for festival. Meet with Amtrak marketing director. Meet with new promotions director at Looking at a few partnerships this Downtown Association to discuss summer. One is to reproduce San Luis more ways of promoting DA events in Obispo rack cards for stations on Starlight SLO promotions. Will be working on route. 25, 000 cards printed and placed in promoting events in online newsletter stations. and website. Attended 2009 CalTIA conference with Serving on planning committee for 2010 State office of Tourism. Was informed of Culinary Carnival. State's 2009-10 marketing plans as well as how to better work with them this Continued to meet with Car Free group coming year. about moving forward on creating website and program. 1.2 2.0 3 3.1 3.2 Collaborate with other contractors Use of City's Brand ,)'"Focus onPublic Relations Efforts c' Utilize targeted themes Provide information to travel/assignment editors Continue to meet with Airport Group about marketing both the airport and services-working on marketing campaign for new service and to promote existing. Also working on fund raiser to raise marketing funds. Sitting on marketing board for Festival Mozaic. Working on ideas to reach out to new groups. Meeting every month Attended TBID meeting with LEVEL for presentation on SLO branding. Working with Verdin on finalizing this year's contacts. Working with VCB-meet with new groups and meetings director. Sent magnets with local girl's soccer team going to volleyball festival in Phoenix. '" Focused on sending information and contacting magazines on hiking and biking-focus on fall is perfect time for the outdoors in SLO. The Desert Sun-Lydia Kremer corning for press trip to San Luis Obispo. The Inside Reel for coverage and trip on Mozaic Festival. 3.3 Target various niche interests Focusing on Outdoors in corning quarter. Working on ideas for HikeSLO promotion. Working with group (VCB, City and Paso through special events 3.4 Maintain and improve strategic alliances Wine) to submit ideas to Sunset for event in 2010. 4 ,<iii<""",iii'<);Media Relations i Sent information to MSNBC about 4th of relationships with travel writers/editors 4.1 Aggressively maintain and develop July Old-fashioned Celebration in Mitchell Park. 4.2 Target specific media markets Will be targeting outdoor publications. 4.3 Respond timely to media requests Ongoing. 4.4 Primary host of press trips Iii',)4,5 Media Relations Goals ,jii' ,.,,' 4.5.1 (12/30) Mozaic Festival 30 domestic press visits Tim Wassberg-the Inside Reel-for Lydia Kremer-The Desert Sun Travel Section 4.5.2 8 magazine articles National Geographic Kids-postponed (7/8) print date is Dec 2009. 4.5.3 24 newspaper articles (18/24) Press Democrat-Weekend in San Luis Obispo LA Times Cycling story on SLO ran in at least six more publications: -Denver Post -Fargo Forum -Daily Times -Travelers.com -Pittsberg Live -So. Oregon Mail Tribune New York Times-Escapes-Tasting Olives, and the Good Life in San Luis Obispo-article ran in at least 5 other print and online: -China Wine News -World News Network -Newsalbum.com -Business Week -Boston.com Continue to send events to calendars (248/24) 4.5.4 24 general media coverage (calendars) 4.5.5 12 articles or info updates to electronic media (28/12) SLO named in 10 Best places to live by US News and World Report The Nest.com (part of the knot.com) article on Rockin' Weekend Road Trips Two broadcast events featuring SLO and Madonna Inn Web links from NY Times article and LA Times (2/2) Working with KTLA in Los Angeles to do a promotional giveaway with Amtrak and Madonna Inn for a stay in San Luis Obispo. Should show this summer. 4.5.6 4.5.7 Top 20 guide books-solicit coverage Specific Pub~c:'lelations Efforts iiii:,t;,:I. ., I" i:I'i'll: " .","'5 3... 5.1 Develop Story Ideas 12 press releases/ 4 "What's New" (11/12) Outdoor release-Hike and Biking focus. 5.2 6 Maintain InfOrmation Computer mailing list of travel media Update listings in publications Annual Special events calendar Press Room at www.visitslo.com Media Kitty report V\t'~itten Monthly 'leports Summary of media contacts Copies of press releases Summary of editorial and/or stories Summary of materials distributed '3' <'.3 On going. ..... :·b Ongoing-additions Produced and continue to update as needed. Sent in kits. Media Kitty subscription ended in May. Will purchase again in July. ", .., 6.1 6.2 6.3 6.4 6.5 7 7.1 7.2 7.3 7.4 Ll'"? t--. 00 , San Luis Obispo Chan1ber of Comn1erce Visitor Center Contract June 2009 Visitors to Center: Promotional materials distributed: City Maps County Maps Visitor Guides Visitor Packets Advertising responses fulfilled: EnjoySLOwines.com/Advertisement BeautifuISLO.com/Advertisement We1comeSLO .com/Advertisement TraveltoSLO.com/Advertisement GoToSLO.com/Advertisement LetsGoSLO.com/Advertisement HelloSLO.com/Ad vertisement SLOEasy .com/Advertisement SLOGoing.com/Advertisement SLOGetaway .com/Advertisement Phone Line #/Advertisement Phone Line #/Advertisement Saveur Magazine. VCB Coop Outsideleadlnfo.com VisitSLO.com/Advertisement On-line Newsletter Sunset Responses California Visitor Guide Responses Other Total Responses: Total sent year-to-date: City Ad Packets Amtrak Coupons June. 09 May. 09 June. 08 6,567 6,341 6,860 118 78 177 33 124 62 158 22 25 48 502 460 580 33 32 50 1127 178 212 265 5 718 704 2,022 4,840 4, 122 8,447 8,447 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER JUNE 2009 PEOPLE COUNT DAY DATE PEOPLE DAY COUNT PEOPLE EVENING COUNT Thursday 4 207 29 Friday 5 221 24 Saturday 6 196 20 Thursday 11 380 23 Friday 12 316 58 Saturday 13 217 21 Thursday 18 249 19 Friday 19 213 22 Saturday 20 179 17 Thursday 25 248 44 Friday 26 216 11 Saturday 27 184 26 Total 2,826 313 CALENDAR OF EVENTS Total number of events in June calendar: 78 Total number of events inputted as of 01/01/2009: 535 Number of Events inputted during this month: 94 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER JUNE 2009 VISITOR RELATED EMAIL & PHONE CALL REPORT DAY DATE PHONE CALLS EMAIL Monday 1 29 5 Tuesday 2 30 14 Wednesday 3 23 3 Thursday 4 46 6 Friday 5 37 2 Saturday 6 16 0 Sunday 7 24 2 Monday 8 22 11 Tuesday 9 25 6 Wednesday 10 34 9 Thursday 11 46 3 Friday 12 29 5 Saturday 13 12 3 Sunday 14 17 1 Monday 15 23 3 Tuesday 16 38 6 Wednesday 17 31 4 Thursday 18 43 9 Friday 19 27 6 Saturday 20 20 5 Sunday 21 16 2 Monday 22 37 7 Tuesday 23 22 4 Wednesday 24 26 9 Thursday 25 41 3 Friday 26 46 3 Saturday 27 14 0 Sunday 28 15 0 Monday 29 25 11 Tuesday 30 31 5 Total 845 147 San Luis Obispo County Visitors & Conference Bureau SLO PCC Report -June 2009 Section Obiective Action Results 1.1 Partnering with SLO Vintners; Cal Poly; Arts community -Coordinating with PAC to increase ticket sales. -Include "Art After Dark" PDF every month -Coordinate with SLO Vintners, including for Sunset Magazine "Food & Wine" event, tentatively planned for Fall 2010 -June -Created YouTube Channel and FaceBook page for cross-links. Linked form Channel to 2 Festival Mozaic videos, Renaissance Faire, SLO "POPS", Started on Twitter & Flikr -Emailed link to website PAC flyer weekly to 795 contacts; posted in hotel lobbies etc. -Highlighted (with graphic) "Concerts in the Plaza" in Bakersfield & Fresno advertorial; -Working with Cal Poly for a Restaurant event tied with their "Hands on Health" Conference in Oct 2009. -Emailed poster of "SLO Wine & Grill" Charity Event to members. Videoed Grill event and posted highlights clip to YouTube Channel YTD: 216 channel views; 7 videos watched a total of 120 times 2.0 Use of City's Brand City's brand is located on City's page on SLOCVCB website -1,089 visits to SLO City page in June; Fiscal YTD: 11,480 3.0 Visitor Info for conference/group attendees Provide free Destination Guides to local hotels for groups 4.1 Info Requests Responded to phone, reader response card, website requests 299 guides sent, 280 e-guide requests, 667 total ad responses. YTD: 2,553 guides, 1.422 e- guides and 5,190 ad responses 4.2 Info Contact & Referrals Phone and website referrals 13,097 referrals to SLO City member sites. YTD: 61,327 4.3 Special Events & Cultural Offerings Encouraged PAC to create dedicated PDF of their events of the Week. 201 events posted on web yielded 2,844 referrals to SLO events in June. Calendar YTD: 10,656 "This Week in SLO" distributed to 795 member contacts each week Includes PAC events flyer (when provided), and monthly "Art After Dark" flyer. 2,289 PDF's of SLO poster "Concerts in the Plaza" downloaded in June 4.4 Newsletters eNewsletters & eSpeeials sent periodically -90 clicks for June eSpecial ad for Concerts in the Plaza, which were also mentioned in house ad; mentioned in July eSpecial House ad 5.1 Increase group business Buy related Google adwords (Meet + Weddings) -New "Group Sales Manager" hired in Tune -626 clicks on related Google ads 1 lead distributed for 120 room nights total for 2009 Cal Poly Conference -Receiving Wedding site Inquiries that do not result in "Hot Leads" 5.2 Represent City at Trade Shows -Attended NTA Travel Show in June as a "Silver Sponsor" , allowing VCB to present SLO County to a captive audience interested in Green and Sustainable TraveL -Attended "Sunset Magazine" Consumer show in June -POW WOW (May show) Group leads will be given to members inJuly -Presented to 150 Tour Companies at NTA, -post "Fam Tour" of 16 NTA Operators had lunch at Apple Farm and saw Madonna Inn. -About 40 significant contacts were made -Sunset leads added to databases 5.3 Work with Individual prospects to Coordinate Conferences -Helped Cal Poly Conference find SLO City Lodging -120 room nigh ts -Working with Sunset Magazine & SLO Vintners to create 2010 Food & Wine Event 5.4 Promote PAC; Damon Garcia; other Encouraged PAC to creating flyers of their week's events for "This Week in SLO" distribution. Post to website for download. Are working with Lisa Woske of PAC to promote even more in future -Mentioned 4 SLO City performances in "Live Theatre" Section of "This Week in SLO County," 6.1 Coordinate with city's AD and PR contractors Phone calls with SLO Chamber and Verdin Marketing Ink. -Working with Chamber on "Car Free SLO" initiative and with Verdin Marketing for "SkyWest" Mag coop ad in Fall 2009 issue 6.2 Market region as destination -Execution of Marketing Plan -Focus on Niche Markets. -Ads in Fresno & Bakersfield all have website listed (no specific click thru counts available) 6.3 Develop appropriate materials (website, contests, ads) Started work on revamped website that will make it easier to find info on individual cities and attractions. Still maintaining many downloadable maps, flyers and calendars etc. relating to SLO City -Created new "SLOCountyTravel" YouTube Channel and Facebook "SLOTravel" page also workin2" on Twitter and Flikr sites -2,289 downloads of 2009 Concerts in Plaza Concert Series flyer (YTD: 3,223) + 292 downloads of Reservoir Canyon Map + 313 downloads of "SLO Path of History" flyer + 282 downloads of SLO City area bike maps 6.4 Distribute a minimum of 6 topical City press releases per year -"Major-Level" ($1.2K value) sponsor of Concerts in the Plaza 2009. Provided DA with video of 2008 concert for PR purposes, posted this to YouTube Channel, taped JD show, posted to YouTube; created banner of SLO attractions (including SLO Mission & Wine) for use at concerts and NTA etc. -Added banner ads to our site in late May (YTD: 184 clicks) promoting "Concerts in the Plaza 2009." Promoted in Fresno and Bakersfield papers thru graphics and photo. -June eSpecial ad for SLO Concerts had 90 clicks to SLO Downtown Assoc. website. 2 6.5 Completed Press Visit • May 28 -June 1 -Samantha Schoech, Senior Editor, Sunset Magazine. Visited SLO City: stayed at "The Sanitarium" in SLO, visited SLO Farmers Market and Children's Museum). Also visited Avila Beach and other parts of SLO County to research what there is to do and see for "Budget Weekend" feature scheduled for feature next spring, and explore other story possibilities such as agri-tourism. June 12-13 -Adrienne Mosack and Richard Curzon, Contributors, TheTravelerEdtfor.com (United Kingdom). Adrienne and Richard visited SLO and Hearst Castle and stayed at the Madonna Inn. They blogged about their California trip and are developing a feature for the travel Web site -\vww.thetraveJcditor com 6.6 Produce electronic and print visitors guide Now delivering Spring/Summer 2009 Visitors Guide. (Electronic version posted to site on April 1) New Guide includes information on Concerts In the Plaza, SLO Children's Museum, Mission, Farmers Market, Map of SLO wineries, and more. 6.7 Attend various media/leisure/group trade shows -Attended NTA Travel Show inJune, -Attended Sunset Magazine Consumer show in June (23K attendees) -POW WOW leads will be distributed in July to lodging members -450 guides distributed at Sunset Show, 84 email addresses added to eNewsletter and eSpecial databases, thousands saw new banner 7.0 Serve as Film Commission Handle inquiries to Film Commission -Responded to 4 leads of interest, including a suggestion of going to SLO Farmers Market for a reality show; Pismo "Rasdcal Flats" shoot yiled business for Bud Gains Audio (SLO) 8.0 Monthly Reports Content 8.2 Summary of web stats Total Visits: 83,099 for the month Avg. Visits/Day: 2,770 Avg. Page Views/Visit: 6.37 Click Thrus (CT) to all Members: 38,784 Click Thrus (Cn to SLO Members: 13,097 Total visits YTD: 458,061 Total CTs to all members YTD: 178,434 Total CTs to SLO Members: 34,471 SLO Calendar CTs YTD-10,656 8.3 I Summary of PR Ejforts Press Releases Emphasized SLO "Concerts in the Plaza" in lieu of standard releases Press Contactss • Robert Bevan, The Sophisticated Traveller (Aus tralian Publication) requested and was sent photos of SLO Mission for his article to run September 2009. "Touring and Tasting" Magazine was sent info on "Delis in City of SLO" at their request. 3 Comoleted Press Trios • ~ May 28 -June ~ 1 -Samantha Schoech, Senior Editor, Sunset Magazine. Visited SLO, Avila Beach and other parts of SLO County to research what there is to do and see in Avila Beach for "Budget Beach Weekend" feature scheduled for future issue, and explore other story possibilities such as agri-tourism. • June 12-13: Adrienne Mosack and Richard Curzon, Contributors, TbeTravelEditor.com. Adrienne and Richard stayed at the Madonna Inn . They are developing a feature for the travel Web site -\VWW tbetravekditor com. They blogged about trip while here. May 21 -Randy Fuller, writer for "661 Magazine" (eire 75K) stayed at Apple Farm. Feature "Small Town Getaways" to include Edna Valley and SLO Farmers Market. Pending Press Trips July 29-30 Lydia Kremer of the Palm Springs "Desert Sun" will be visiting Paso Robles, San Luis Obispo and Arroyo Grande. Will be given tour of SLO wineries and stay in Holiday Inn Express-SLO. Will go to Downtown SLO Thursday night Ouly 30) and go to Farmers Market Downtown (trip postponed from June). SkyWest Magazine. 3-5 page feature story. Partners for 2-page ad: SLOCVCB, Cities of SLO, Paso Robles, Pismo Beach & Morro Bay. Writer for German Bicycling magazine will be going thru county for article. Arranged thru CITC Media Manager in Germany. 3 Fam Trips being planned for national media for Fall 2009 -Spring 2010. Will be working with local PR Firm "Alta Communications" to arrange. 1" -"Harvest Moon Tour"-Sept 30 -Oct 4. Focus will be on California Wine Month. Tour SLO Wine Country and Farmers Market. 2 nd -"Nature & The Great Outdoors" -Jan 14-17,2010. Will also handle Restaurant Month 2010 and visit SLO Mission. 3'd -"Green" -April 15-18, 2010. Will include Wine Reception showcasing SLO Wines, visit Cal Poly and participate in their Open House. S.4 Summary of advertising placements -Fresno Bee (6/14) & Bakersfield Californian (6/24) co-op pages; -Fresno & Bakersfield Advertorial included SLO "Roll out the Barrels". Fresno had ad for it. S.5 City specific AD & PR efforts Specifically Promoted Concerts in the Plaza in Bakersfield and on-line. 8.6 Media placement reports (per PR Trak service) 1 article appeared in June 2009 "661 Magazine" that highlighted Edna Valley Wine Region 4