The URL can be used to link to this page

Home My WebLink About04-08-2009 PCC Agenda PacketI Agenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, AprilS, 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 Cate Norton PUBLIC COMMENT: Each speaker is limited to three minutes of public comment ICONSENT ITEMS C1 Minutes of the Meeting of March 11, 2009 C2 Minutes of the GIA Special Meeting of March 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. 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. NEW MEMBER OATHS CITY CLERK 5min 2. QUARTERLY REPORT SLO VCB 30 min 3. SLO CAR FREE -15 min IBUSINESS IlEMS 1. MARKETING EFFORTS UNTIL JUNE 30, 2009 15 min Verdin Marketing, Ink. will present a proposal for the use of the remaining advertising funding through June 30, 2009. 2. SLO COUNTY AIRPORT PRESENTATION AND REQUEST FOR FUNDING SLO County Airport representatives will present a new funding concept for airport marketing and promotion. 15 min IPCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. MARKETING SUBCOMMITTEE REPORT nla 3. TBID BOARD REPORT 5 min IPCCCO~CATIONS 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, March 11, 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, J. Conner, l\Iicklas, Kinney STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT Patty Thayer from the SLO Symphony was present and thanked the committee for recommending the grants-in-aid (GIA) program at the current funding level to Council. CONSENT AGENDA ACTION: Moved by J. Connerrr.Conner to approve the consent agenda as presented. Motion carried 6:0 PRESENTATIONS 1. QUARTERLY REPORT -VERDIN MARKETING, INK. Katy McGrath presented the advertising contractor's achievements over the past three months. She highlighted that www.visitslo.com saw February traffic of 21,047 unique visitors, 32% of which came through the SEM campaign. The February newsletter saw the highest click-through rate since they started tracking the results. In 2008 fulfillment grew by 170% to 14,042 guides and the email list by 34% to 23,429 members. According to industry standard calculations, the agency estimates that the $236,436 invested in 2008 generated a ROI of $5 million. The agency will continue its efforts with the survey campaign, trying to entice these highly qualified respondents to visit SLO. BUSINESS ITEMS 1. GIA-SCHEDULE FOR 2009-10 GRANT CYCLE Cate Norton gave an update on the happenings during the Council meeting of March 3, 2009. In that meeting, Council discussed the allocation of the usual grant amount of $100,000 to the 2009-10 GIA cycle. Council decided to move forward on a conceptual basis only until it has a better picture of the City's financial situation. The grant cycle was therefore opened on March 6,2009 and a mandatory meeting with the GIA subcommittee was set for March 18,2009. The grant applications are due on April 17, 2009 and the GIA subcommittee meetings for evaluation will be set between April 20 -30, 2009. The PCC will then review the GIA subcommittee recommendation in its May meeting and the meeting with organizations recommended for funding is scheduled for May 27, 2009. The final recommendation to Council is scheduled for the second meeting in June. The committee hopes that by that time, more is know about the actual allocation. PCC LIAISON REPORTS John Conner gave a brief report on the TBID meeting. The TBID Board will be working with Level Studios on the development of a new tourism website, a marketing plan and the execution of the plan through June 30, 2010. PCC COMMUNICATIONS Cate Norton asked the Chamber to present Media Kitty to the committee during the May in order to familiarize the committee with this PR tool. Cate Norton reported that she attended a SLOCATS meeting and gave the members a GIA overview and the current fiscal situation related to this year's grant cycle. Lindsey Miller asked the committee to move the Chamber report to May since she will be out of the country in April. The committee agreed to hear the VCB's report in April. Meeting adjourned at 6:30 pm. Promotional Coordinating Committee Special Meeting Minutes Wednesday, March 18, 2009 5:30 pm City Hall Council Hearing Room GIA Subcommittee CALL TO ORDER: Chair Cathie Babb 5:30 pm PRESENT: T. Conner, Kinney STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst The GIA Subcommittee called this mandatory meeting for all Grants-in-Aid applicants for the 2009-10 grant cycle in order to introduce the modified grant criteria and the new tier system. After an introduction and elaboration by the committee members, questions from various organizations present were entertained. The committee suggested that organizations come to the City Council, thanking the Council for previous contributions and stressing the importance and impact of the grant funding. The following organizations were present: SLO Poetry Festival Pacific Horizon Chorus Festival Mozaic Renaissance Festival Cal Poly Multicultural Center San Luis Obispo Symphony Friends of Prado Day Center ARTS Obispo Cal Poly Open House Cal Poly Homecoming SLO Little Theater SLO Art Center SLO Blues Society The Monday Club Cal Poly Arts Sharing the Dream Transition Mental Health SLO Vocal Arts Ensemble SLO CAP Children's Day in the Plaza SLO Alpha, Inc. SLO Rugby Football Bluc Central Coast Children's Choir Central Coast Writers' Conference San Luis Obispo County Band Foundation for SLO Public Libraries SLO Genealogical Society Sharing the Dream Central Coast Railroad Cuesta College City-to-Sea Marathon Gay and Lesbian Alliance SLO International Film Festival Cuesta College Art Gallery Central Coast Clean Cities Coalition Meeting adjourned at 6:15 pm. Tab 2 -Trend San Luis Obispo, CA Currency: USD -US Dollar City 01 Sal"' LUIS ObiSPO Fo' the Month of February 2009 Monthly Percent Change Overall Percent Change 10 0.0 5 -1.0 20 5 r--~ ·3.0 -10 -~.O -15 -50 -20 -6.0 Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jut Aug Sep Oct Nov Dec Jan Feb Year To Dale Running 12 Months -+-Occupancy -'0\. ADR -~"RevPAR IIlIOccupancy IIADR III RevPAR ...Sep Oct 2007 No, Dec Jao Feb Mar Ap.May Jun 2008 Jut AUlj Sep Oct No' Dec Jan ",O' Feb 2007 Year To Date 2008 """ 2007 2009 Running 12 Months 2008 This Year 668 643 58.3 47, 506 618 66.5 602 630 689 779 80.1 62.1 63.2 56' 44.7 487 585 555 559 534 65.6 653 625 Last Year 70.6 69.1 59.0 50.6 49.2 62.4 641 72.9 69.2 731 804 76.1 66.8 64.3 583 471 50.6 618 529 55.5 55.9 65.9 65.6 653 Percent Change 54 <;9 11 <;8 27 09 3 6 174 .8 57 ·31 5.2 11 17 39 ·5.2 ·37 53 49 0.8 ~6 <)' os 42 -2007 2008 2009 Year To Oate Running 12 Months Sep Oct No' Dec Jon Fab Ma, AI" May Jun Jut Aug. Sep Oct Nov Oec Jan Feb 2007 2008 2009 2007 2008 2009 This Yea' 12030 11058 11166 10402 9696 10154 10560 1,300 11654 12572 '24,95 127.97 11357 11134 109,21 10057 9632 100 2~ 98 97 99 )7 98.36 , 10 98 11430 11353 Lasl Year 115.28 108.05 108.3:1 102.10 96.60 101.03 103.61 11327 112.62 12518 128.34128.02 120.30 110.58 111.66 104.02 96.96 101.54 97.02 98.97 99.37 103.35 110.96 11430 Percent Chanqe '.4 23 31 19 0' as '.9 02 35 04 -26 0.0 56 07 ·22 33 07 <,3 20 04 .1.0 74 30 07 -2007 2008 2009 Year To Oate Running 12 Months Sep Oct No' Dec Jan Feb Ma, Ap, May J" Jut Aug Sep OCt No, Dec Ja' Feb 2007 2008 2009 2007 2008 2009 This Year 8041 71 11 6514 4901 4902 6279 70.17 6803 7347 8664 9732 102.47 7055 7042 61.25 4492 4689 5869 549' 55.56 52.49 7283 74.64 7099 Last Yea' 8144 74.62 63.90 5164 47.55 6306 66.46 82.56 7788 91-52 103.16 97.47 BO.41 71.11 65.14 4901 49.02 62.79 51.33 54.91 55.56 68.07 72.83 74,64 Percent Change '3 47 19 5 ' 3.1 <), 56 ·176 57 53 57 5 , ·123 ·',0 <;0 ., 43 <;5 iO 12 ·5.5 70 25 ~9 -2007 2008 2009 Year To Oate Running 12 Momhs Sep Oct No, Dec Jon Feb Ma' Ap, May Jun Jut A"" Sep Oct No, Dec Ja' F.b 2007 2008 2009 2007 2008 2009 This Year 60,150 62,155 60.150 62.155 62,155 56.140 62.155 60.150 62.155 60.150 62,155 62.155 60.150 62,155 60,150 62.155 62155 56.14V 110,094 118,295 118,295 681.09J 714,867 731,825 Last Year 55.980 57,846 55,980 57,846 57,846 52,248 57,846 55.980 57,846 55.980 62,155 62,155 60,150 62,155 60,150 62.155 62,155 56,t4V 1tO,094 ,10.094 118295 681,09J 681,090 714,867 Percenl Cr,ange 74 74 74 74 74 74 74 74 74 00 00 00 aa 00 00 00 00 aa 74 00 aa 5.0 24 -2007 2008 2009 Year To Oate Running 12 Months Sep Oct No' Dec Jan Feb Mar Apr May Jun Jut AUlj Sep OCI No' Dec Jan Feb 2007 2008 2009 2007 2008 2009 ThiS Yea' 40,203 39.974 35,089 29.286 31.424 34.717 41,304 36.211 39.,88 41454 48.4V9 49.770 37,366 39,313 33.733 27,764 30.260 32.865 61.087 66.141 63.125 446,954 466.812 457.637 Last Year Percenl Change 39,549 " 39.950 01 33.029 62 29,254 0' 28.475 10' 32.612 65 37.105 ,,, 4O.B02 113 40,001 20 40.928 '.3 49,962 ." 47,321 5.2 40,203 ·7.1 39,974 17 35.089 ·39 29,286 5.2 31,424 37 34,717 ·53 58.247 ,, 61,087 83 66.141 4.6 448,563 0' 446.954 44 466.812 20 _ Sep Oct 2007 NOli Dec Jan Fab Mar AI" May J" 2008 Jut AUll Sep Oct Nov Dec Jan 2009 Feb 2007 2008 Year To Oate 2009 2007 Running 12 Months 2008 2009 ThiS Yea' 4.836.392 4,420,143 3,918,086 3046.366 3.046.956 3.525.247 4,36\656 4,09'.867 4,566,827 5.211.556 604il,677 6,369.142 4.243,585 4,377.004 3,683,977 2.792.279 2,914,522 3.294.605 6.045.546 6.572.203 6,209,127 49.603.050 53,357.556 51.955.697 Last Year 4,559.178 4.316,679 3,576,001 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 4,636,392 4,420,143 3,918,088 3,046,368 3,046,956 3.525.247 5,651,117 6,045.546 6,572,203 46,360,079 49,603,050 53.357.556 Percent Chanqe 6 1 24 95 20 108 70 135 l' 5 14 , 7 57 5 ' ·12.3 ·10 <;0 -83 --43 -65 10 87 -55 10 76 26 -2007 2008 2009 Sep Oct NOli Dec Jan Feb Mar Ap, May Jun Jul Aug Sep Oct No, Dec Jan Feb Census props 28 28 28 28 28 28 28 28 28 28 28 28 28 28 28 28 28 28 Census Rooms 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 0", Rooms Partlclpanl5 S05 78.0 80.5 S05 805 80 5 605 8' 9 819 80C 784 80.3 SO.3 80.3 784 78.4 784 746 A blanJ( ro ..... Il1dlGales 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 February 2009 STR Code Name of Establishment 26014 Apple Famn Inn & Trellis Court 2106 Besf Western Somerset Inn 11906 Comfort Inn & Suites Lamplighter 34916 Days Inn San Luis Obispo 25325 Holiday Inn Express San Luis Obispo 26810 La Cuesta Inn 3977 Peach Tree Inn 43906 Petit Soleil 21216 Quality SUifes San Luis Obispo 44522 San LUIs Creek Lodge 19674 Sands Suites &Motel 26511 Super 8 San Luis Obispo 7247 Travelodge San Luis Obispo 27870 Travelodge San Luis Obispo Downlovm 21781 Americas Best Value Inn San Luis Obspo 2105 Best Western Royal Oak Hotel 56038 Courtyard San Luis Obispo 26042 Embassy Suites San Luis Obispo , 1905 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 City & State 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 Zip Code AH Date 93401 Aug 1988 93401 Jun 1962 93401 Jun 2003 93401 Aug 1997 93401 May 1994 93401 Jun 1985 93401 Jun 1957 93401 93401 Nov 1986 93401 Aug 2002 93401 Jun 1985 93401 Feb 1989 93401 Jun 1960 93401 May 1998 93405 Jul2oo8 93405 Jun 1978 93405 Jul2oo7 93405 May 1995 93405 Jun 1971 93405 Jun 1958 93405 Mar 1973 93405 Aug 1992 93405 Apr 2002 93405 Apr 2008 93405 Jan 1998 93405 93405 Jun 1935 93405 Nov 1968 Total Properties Open Date Rooms Aug 1988 104 Jun 1962 39 77 Aug 1997 75 Jun 1978 100 Jun 1985 72 Jun 1957 37 15 Nov 1986 138 Aug 2002 25 Jun 1985 70 Feb 1989 49 Jun 1960 39 51 Apr 1986 32 Jun 1971 99 Jul2oo7 139 Dec 1986 195 Jun 1971 18 Jun 1958 109 Mar 1973 86 Mar 1988 117 Jun 1984 61 27 Jun 1971 64 35 Jun 1935 72 Nov 1968 60 28 2005 2007 2OQ8 2009 Chg in Rms F M A M J A SON D J F M A M J A SON D J F M A M J J A SON D .......... ... y ...y .. .. ... y .............. y ooooe COOOOOOOOC()C"~ooooooo -Monthly data received by STR • -Monthly and daily data receivec by STR Blank -No data received by STR Y -(Chg In Rms) Property has experienced a room addillon or drop during the time period of the report SMITH TRAVEL RESEARCH SUNGARD PENTAMATION DATE: 04/02/09 TIME: 11:23:14 -FUND ACCOUNTING V4.1 CITY OF SAN LUIS OBISPO EXPENDITURE STATUS REPORT PAGE NUMBER: EXPSTAll 1 SELECTION CRITERIA: expledgr. key_orgn= , 11300' ACCOUNTING PERIOD: 10/09 SORTED BY: FUND,FUNCTION,PROGRAM,lST SUBTOTAL,2ND SUBTOTAL,ACCOUNT TOTALED ON: FUND,FUNCTION,PROGRAM,lST SUBTOTAL,2ND SUBTOTAL PAGE BREAKS ON: FUND,FUNCTION,PROGRAM FUND-I00 GENERAL FUND FUNCTION-SO COMMUNITY DEVELOPMENT PROGRAM-11300 COMMUNITY PROMOTION 1ST SUBTOTAL·720 CONTRACT SERVICES ACCOUNT TITLE -- - -- 2ND SUBTOTAL-797 BUDGET SUBTOTAL PERIOD EXPENDITURES ENCUMBRANCES OUTSTANDING YEAR TO DATE EXP AVAILABLE BALANCE YTD/ BUD 7337 7339 PROMOTION & PUBLIC REL CHAMBER & VIS & CONF BUR TOTAL SUBTOTAL 181,701.32 209,700.00 391,401.32 .00 .00 .00 56,857.47 56,993.06 113,850.53 118,243.85 152,674.94 270,918.79 6,600.00 32.00 6,632.00 96.37 99.98 98.31 TOTAL CONTRACT SERVICES 391,401.32 .00 113,850.53 270,918.79 6,632.00 98.31 7455 COMMISSION & COMM MTGS TOTAL TRAVEL. MEETINGS & DUES 1,000.00 1,000.00 .00 .00 .00 .00 195.43 195.43 804.57 804.57 19.54 19.54 TOTAL OTHER OPERATING EXPEND 1,000.00 .00 .00 195.43 804.57 19.54 TOTAL COMMUNITY PROMOTION 392,401. 32 .00 113,850.53 271,114.22 7,436.57 98.10 TOTAL COMMUNITY DEVELOPMENT 392,401.32 .00 113,850.53 271,114.22 7,436.57 98.10 TOTAL GENERAL FL~ 392,401.32 .00 113,850.53 271,114.22 7,436.57 98.10 TOTAL REPORT 392,401.32 .00 113,850.53 271,114.22 7,436.57 98.10 April 2009 Date: 04/08/09 To: PCC Members, Brigitte Elke From: Verdin Marketing Ink Subject: Advertising Contract Activities for March 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 March 2009. Sec. Objective Action Results 1 Assist in implementing the City's Tourism MarketinJ2: Plan Goals and Obiectives l.l Maintain and improve upon strategic Collaboration with Garden's Kitchen, Hearst Inclusion of information and links to area alliance alliances Castle, Pacific Repertory Opera, Sierra Club, websites from e-newsletter SLO Bike Coalition, SLO Botanical Garden, SLO County VCB/Airport. SLO International Film Festival, SLO Parks & Rec, SLO Vintners 2 Use the Brand: San Luis Obispo: Experience the SLO Life! 3 Plan, prepare and implement Ad Campaign 3.1 Development of ad concept Ongoing as needed 3.2 Design and production of ad materials Ongoing as needed 3.3 Media Buys and placement Google ADwords spend increased by 16% and Traffic from Google increased by 22%. Yahoo Yahoo Search Marketing spend increased by traffic increased by 14%. consistent with 14%. adspends. 3.4 Explore cooperative advertising No co-ops placed in March opportunities 3.5 Advertising budget management 80% of annual (2008-09) budget has been spent 3.6 Advertising and consumer relations services Hard Copy Visitors Guide completed 952 sent 3.7 Work with the Marketing Subcommittee Did not meet ObjectiveSec. Action Results 4 Consumer Relations 4.1 Provide "direct marketing" services to 211 surveys received as of 3/31 consumers Survey Follow-up campaign Sent new survey to requestors from Sept-Dec 08 Winners re-contacted with April e-newsletter information, must pick up cards by 4/30/09 10% response rate so far 4.2 Develop targeted themes to attract consumers 8,074 total click thrus (32% increase over Feb.) to the region (collaborate with PR Contractor Keywords for niche markets are being refined as 2.5% conversion rate attained and PCC Marketing Subcommittee) the ADWords campaign continues. 4.3 Pursue other targeted niche opportunities 28% increase in referral traffic (over February) through Google to enhance niche site visibility Research underway to use targeted partner sites 4.4 Use local events and amenities in consumer Searched all GIA recipient event listings for Included GIA events in e-newsletter (See section oriented email, electronic newsletters and 1.1 for complete list) other web-based promotional opportunities inclusion in March e-newsletter 4.5 Pursue focused promotional opportunities with Joined SLO Botanical Garden Marketing local orgs to reach target audience Included local attraction/event collateral in fulfillment package for survey campai.gn Committee 4.6 Monthly, send e-newsletter promoting city Ongoing compilation of events to highlight in March e-newsletter sent 2/27 events and new visitor opportunities to e- e-newsletter. 24,690 sent database. Provide copies to all city lodging 3,248 opened properties and encourage its use by visitors. 13 % open rate Make a copy available to the Chamber for 35% click thru rate (link summary: Attachment I) placement on visitslo.com 4.7 Explore other direct marketing opportunities Included US Airways ad in the e-newsletter. Resulted in 48 click thrus in defined feeder markets 5 Provide advertising fulfillment services in response to requests for materials 5.1 Subcontracted out to the Chamber of 952 requests submitted to the Chamber. 21 % Commerce increase from February. 5.2 Direct consumers to the website for fulfillment All ads include web address/landing page 530 people opted into the e-newsletter 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 Administration Department to be included in the PCC meeting packets. 6.1 Quarterly Report Contractor Presentation: 6/1 0/09 Next report: 5/13/09 Attachment 1 March E-Newsletter Link response click thru rates Link Click Count Hearst Castle Evening Tours 218 Wildflower Hikes 176 SLO International Film Festival 81 World of Pinot Noir 77 SLO Botanical Garden -Kitchen Garden Workshop 70 Fitness Hiking Club 64 Hiking Trails 64 Cooking Classes 63 Wine Tasting Map 56 Pacific Repertory Opera -Madama Butterfly 55 Winemaker Wednesday 49 US Airways Ad 48 Wine Tasting 37 Bike Ride Calendar 28 B ike Happening 19 Ranger-Led Hikes 16 Mountain Bike Trails 14 Trail Work Days 3 TOTAL 1138 I Sail Luis Obispo Chamber of CCHiln1erce Report to City of SLO PCC/March 2009 Sec. Objective Action Results 1 Assist in irnplemel"lting City Tourism Mark~ting ~oals and Objectives 1.1 Continue to maintain and improve upon Strategic Alliances. Working with Open House to supply both information in welcome packages as well as to have a booth at the event. Working on details to participate in Amtrak's National Train Day Celebration in LA on May 9th . Continued to meet with Car Free group about moving forward on creating website and program. Continue to meet with Airport Group about marketing both the airport and services-also added new banner ads for United on Visitslo.com. 1.2 Collaborate with other contractors Meeting every month Started meeting with LEVEL Studios to better understand each others roles and work together. Attended FTI Tour Operators dinner hosted by the VCB and NOVO. Working with Verdin on their program with the gift cards. 2.0 Use of City's Brand Promoting City through Open House information. 3 Focus on Public Relations Efforts 3.1 Utilize targeted themes Focusing on Wine in conjunction with promotion about Roll Out the Barrels Sending out wine release and maps with Roll Out the Barrels release and information. 3.2 Provide information to travel/assignment editors 3.3 Target various niche interests Targeting Culinary SLO-Food and Wine. 3.4 Maintain and improve strategic alliances through special events Will be at Open House with Alumni group. Meeting with Pride in Plaza coordinators. 4 Media Relations 4.1 Aggressively maintain and develop relationships with travel writers/editors Have booked 12 travel writers for press trip April 29-May 1st in conjunction with Roll Out the Barrels Celebration. 4.2 Target specific media markets Targeting culinary and cultural in press trip. 4.3 Respond timely to media requests Ongoing. Submitted information to Vogue Bride Brazil through State of CA media requests-information about corning to SLO as a couple. Submitted information to Good Morning American in Britain for information about traveling cost effectively in SLo. Submitted information to freelance writer out of London who is planning a trip to SLO-submits to several publications in London. Following up on submission from last month including Disney Family and Fly National Geographic Kids. 4.4 Primary host of press trips Finishing up planning details for Press Trip-itinerary included. 4.5 Media Relations Goals 4.5.1 30 domestic press visits Getting ready to host 12 travel writers with Press Trip. (8/30) 4.5.2 8 magazine articles Expecting National Geographic Kids and C Magazine article. (5/8) 4.5.3 24 newspaper articles (4/24) 4.5.4 24 general media coverage (calendars) Continue to send events to calendars (182/24) 4.5.5 12 articles or info updates to electronic media Expecting Disney Family article (10/12) 4.5.6 Two broadcast events Submitted information to Good Morning American in Britain for information about traveling cost effectively in SLO. Expecting Ronnie Kovach's Fishing Weekend (1/2) 4.5.7 Top 20 guide books-solicit coverage 5 Specific Public Relations Efforts 5.1 Develop Story Ideas 5.2 12 press releasesl 4 "What's New" (10/12) Sent wine release with info about press trip. 6 Maintain Information ,,;: "":: 6.1 Computer mailing list of travel media Ongoing-additions 6.2 Update listings in publications 6.3 Annual Special events calendar Produced and continue to update as needed. Sent in kits. 6.4 Press Room at www.visitslo.com Sally is continuing to make improvements and uploading new releases and new photos. 6.5 Media Kitty report Continuing to post events and information about SLO-will make presentation at next report. 7 Written Monthly Reports 7.1 Summary of media contacts 7.2 Copies of press releases 7.3 Summary of editorial and/or stories 7.4 Summary of materials distributed 7.5 Summary of strategic alliances 8 Quarterly Report Chamber report change to May and will provide information about Media Kitty at report. WW'N.visitslo.com Mar 1, 2009 -Mar 31,2009 Visitors Overview • . ......... ....-........-. .,.-.-.-.-. /_.-.-.-....... """"'........-. .' '.-........-....., ....................' " .-. ,.__e •e Marcn 9. 2009 March "\6 }OO~J Malen 23. 2009 22,558 people visited this site ~25,345 VISits ---~ 22,558 Absolute Unique Visitors ~ 101,333 Pageviews -----4.00 Average Pageviews ~00:03:07 Time on Site ~32.25% Bounce Rate 84.82% New VISits Technical Profile Browser Visits %visits Connection Speed Visits % visits Internet Explorer 16,479 65.02% Cable 9,571 37.76% Firefox 5,670 22.37% DSL 7,795 30.76% Safari 2,833 11.18% Unknown 4,474 17.65% Chrome 241 0.95% T1 2,564 10.12% Opera 42 0.17% OC3 546 2.15% 3 Google Analytics www.visitslo.com Mar 1, 2009 -Mar 31 J 2009Traffic Sources Overview Site , .'..".......'.-.-.-........./,.__e .-.........-. .....................'..".-.-. .......-."'"• /-_.-.-.-........-.,.-•..-. • M'lIr.fl;> ;>009 All traffic sources sent a total of 25,345 visits ~5.59% Direct Traffic • Search Engines 19,762.00 (77.97%) Referring Sites ~16.43% Referring Sites 4,165.00 (16.43%) II Direct Traffic 1,418.00 (5.59%) ~77.97% search Engines Top Traffic Sources Sources Visits % visits Keywords Visits % visits google (organic) 10,621 41.91% san luis obispo 8,261 41.80% google (cpc) 4,106 16.20% (not set) 1,019 5.16% yahoo (cpc) 3,968 15.66% (content targeting) 805 4.07% (direct) ((none)) 1,418 5.59% cambria 747 3.78% calpoly.edu (referral) 583 2.30% san louis obispo 536 2.71% 4 Google Analytics WVNl. visitslo.com Mar 1,2009 -Mar 31,2009Map Overlay Visits ~lI ••23,929 25,345 visits came from 81 countries/tenitories --'-------------------- Visits PagesMsit Avg. Time on Site % New Visits Bounce Rate 25,345 4.00 00:03:07 84.88% 32.25% of Site Total Site (:wg Sile AV£J. Sitp ;\vq Slh~ Avq 10000% 4.00 (C1 00:03:07 \0 84.82% 32.25% iC GOOf) CountrylTerritory VISits PagesNisit Avg. Time on Site % New Visits Bounce Rate United States 23,929 401 00:03:08 84.80% 32.09% Canada 356 4.32 00:03:06 84.55% 33.15% United Kingdom 237 4.03 00:02:27 84.81% 29.54% Australia 90 3.80 00:03:48 87.78% 33.33% Germany 72 2.99 00:02:20 87.50% 27.78% France 56 3.66 00:03:23 89.29% 28.57% Brazil 43 3.86 00:03:48 86.05% 37.21% Japan 37 4.14 00:02:09 81.08% 13.51% Netherlands 36 4.56 00:03:17 86.11% 33.33% Ireland 35 3.37 00:02:47 82.86% 28.57% 6 Google Analytics \1\r."Iw"Visits!o"com Content Overview Mar 1,2009 -Mar 31,2009 to SitH • M,m;II"\O. Pages on this site were viewed a total of 101,333 times ~101,333 Pageviews ~74,553 Unique Views ~32.25% Bounce Rate Top Content Pages Pageviews %Pageviews 24,673 24.35% /em/Lodging/Home.html 10,499 10.36% /em/Activities/Home.html 5,792 5.72% /em/Photo%20Gallery/Home"html 3,534 3.49% /em/Shopping/Home.htm I 3,414 3.37% 8 Google Analytics ,_San Luis O~jsP(1 ( hamber of" (on1merCt) Visitor Center Contract March 2009 Visitors to Center: Promotional materials distributed: City Maps County Maps Visitor Guides Visitor Packets Advertising responses fulfilled: EnjoySLOwines.com/Ad vertisement Beau tifulSLO .com/Ad vertisement WelcomeSLO.com/Advertisement TraveltoSLO.com/Advertisement GoToSLO.com/Advertisement LetsGoSLO.com/Advertisement HelloSLO.com/Advertisement SLOEasy .com/Advertisement SLOGoing.com/Advertisement SLOGetaway .com/Ad vertisement Phone Line #/Advertisement Phone Line #/Advertisement Saveur Magazine. VCB Coop OutsideleadInfo.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 Mar. 09 4,753 56 55 8 835 62 11 127 1035 2589 Feb. 09 Mar. 08 4,931 4,841 65 62 31 76 109 38 32 542 874 40 77 22 349 163 249 9 776 1,549 1,554 4,570 4,570 SAN LUIS OBISPO CHAIVIBER OF COMMERCE VISITOR CENTER MARCH 2009 PEOPLE COUNT DAY DATE PEOPLE DAY COUNT Thursday 5 204 Friday 6 199 Saturday 7 188 Thursday 12 316 Friday 13 182 Saturday 14 196 Thursday 19 227 Friday 20 201 Saturday 21 176 Thursday 26 261 Friday 27 234 Saturday 28 194 Total 2,578 PEOPLE COUNT EVENING 34 23 16 29 19 22 40 27 14 36 23 31 314 CALENDAR OF EVENTS Total number of events in March calendar: 88 Total number of events inputted as of 01/01/2009: 267 Number of Events inputted during this month: 64 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER MARCH 2009 VISITOR RELATED EMAIL & PHONE CALL REPORT DAY DATE PHONE CAllS EMAil Sunday 1 22 2 Monday 2 31 7 Tuesday 3 29 13 Wednesday 4 16 6 Thursday 5 57 10 Friday 6 25 5 Saturday 7 17 0 Sunday 8 15 0 Monday 9 33 8 Tuesday 10 35 3 Wednesday 11 22 4 Thursday 12 47 3 Friday 13 41 4 Saturday 14 13 1 Sunday 15 21 2 Monday 16 35 6 Tuesday 17 31 7 Wednesday 18 24 3 Thursday 19 44 6 Friday 20 29 6 Saturday 21 24 1 Sunday 22 13 0 Monday 23 31 4 Tuesday 24 26 9 Wednesday 25 22 1 Thursday 26 27 2 Friday 27 29 1 Saturday 28 17 1 Sunday 29 12 1 Monday 30 37 10 Tuesday 31 23 6 Total 848 132 San Luis Obispo County Visitors & Conference Bureau SLO PCC Report -March 2009 Section Objective Action Results 1.1 Partnering with SLO Vintners; Cal Poly; Arts community -Coordinated with PAC to increase ticket sales. -Distributed weekly PAC flyer with their events, as part of "This Week in SLO County" -Include "Art After Dark" PDF every month 2.0 Use of City's Brand City's brand is located on City's page on SLOCVCB website -878 visits to SLO City page in March 3.0 Visitor Info for conference/group attendees Provide free Destination Guides to local hotels for groups Provided 60 Destination Guides to La Cuesta Inn for tour group 4.1 Info Requests Responded to phone, reader response card, website requests 291 guides sent, 220 e-guide requests, 849 total ad responses. YTD: 1,305 guides, 670 e- guides and 2,768 ad responses 4.2 Info Contact & Referrals Phone and website referrals 9,632 referrals to SLO City member sites. YTD: 27,003 4.3 Special Events & Cultural Offerings Encouraged PAC to create dedicated PDF of their events of the Week. 1,750 referrals to SLO events. YTD: 4,750 "This Week in SLO" distributed to 795 member contacts each week. Includes PAC Events flyer, and monthly "Art After Dark" flyers. 4.4 Newsletters eSpecials for March gave free house ads to local biking, as well as Santa Margarita Charity "Earth Day" Food & Wine Festival (as did SLO City e;\Iewsletter) 100 clicks (so far) from eSpecial to website "Biking" page, with San Luis Obispo Trails mentioned, 28 clicks to Earth Day Food & Wine Festival 5.1 Increase group business Buy related Google adwords (Meet + Weddings) -917 clicks on related Google ads -Hosted dinner with 13 German travel agents at "Novo" on 3/26 5.2 Represent City at Trade Shows -POW WOW International Travel Show in May in Miami . NTA Travel Show in June -Application approved for "Sunset Magazine" Consumer show in June -Group Leads & Individual Leads gathered at "Go West" will be distributed to SLOCVCB members in April. 5.3 Work with Individual prospects to Coordinate Conferences YTD: 19 leads with an estimated economic impact of $36,531.68. 5.4 Promote PAC; Damon Garcia; other Encouraged PAC to creating PDF's with "This Week in SLO" distribution Mentioned 10 PAC Events in "This Week in SLO County," as well as emailed flyers 6.1 Coordinate with city's AD and PR contractors Phone calls with SLO Chamber and Verdin Marketing Ink. -Coordinated with SLO Chamber on German Travel Agent and P. ~Iangan Media visit. 6.5 6.2 Market region as destination -Execution of Marketing Plan Focus on Niche Markets. -Ads in Sunset Magazine, 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 PDF's relating to SLO City -197 downloads of new "\'Vine Coupons" during month + 250 downloads of Reservoir Canyon Map + 206 downloads of "SLO Path of Historv" flyer 6.4 Distribute a minimum of 6 topical City press releases per year "Bike Friendly Destination" distributed in early March; "Farmers Market" press release distributed in late March Press Releases . -Sail Luis Obispo Peddles Itself as a Bike rnendly Destination press release sent early March -If it s Thursday, it Must be San Lllis Obzspo .... and the hJr7JIer's Market sent late March. Completed Press Visit • February 28 -March 3 -Patti Mangan, Co-Founder & Contributor, TangoDiva.com. Visiting San Luis Obispo, Hearst Castle and Paso Robles Wine Country. Itinerary organized in cooperation with Lindsey Miller, SLO Chamber of Commerce. 6.6 Produce electronic and print visitors ,guide Received delivery of Spring/Summer 2009 Visitors Guide in March (25K copies). (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 Will be attending POW WOW International Travel Show in May in Miami, NTA Travel Show in June, Sunset Magazine Consumer show inJune. 7.0 Serve as Film Commission Handle inquiries to Film Commission -Responded to 9 leads of interest, including a Mazda Commercial shot in downtown SLO 8.0 Monthly Reports Content 8.2 Summary of web stats Total Visits: 74,333 for the month Avg. Visits/Day: 2,398 Avg. Page Views/Visit: 6.89 Click Thrus (CT) to all Members: 24,934 Click Thrus (CT) to SLO Members: 4,141 Total visits YTD: 215,343 Total CTs to all members YTD: 78,105 Total CTs to SLO Members: 17,167 SLO Calendar CTs YTD-4,750 2 8.3 I Summary of PR Efforts Press Releases • San Luis Obispo Peddles Itself as a Bike Friendly Destination press release was distributed by SLOCVCB on March 5. • Ifit's Thursday, it Must be San Luis Obispo . ... and the rarmer's Market press release was distributed by SLOCVCB on March 28. • Colorful I.Llndscape AUJaits in San Luis Obispo County press release was distributed by SLOCVCB on March 18. • What's New in SLO County Spring Summer 2009 was distributed on March 2 and included paragraphs of Econolodge SLO, Holiday Inn Express SLO, SLO Children's Museum, Central Coast Renaissance Festival and To]osa Winery, • Researching press release about Cal Poly San Luis Obispo's role in tourism. California Travel and Tourism Commission (CTTC) • March 10, 2009 1/acation at ramous Film Sites in California press release included mention of SLO International Film Festival. • A1usic I -IJlierS' GetalJJay press release. Submitted included information about San Luis Obispo City Summer Concerts and Festival Mozaic. Press Contacts • Leslie Endicott, Senior Editor, [7JA Magazine. Researching round-up article about restaurants and bars with unique collections. Submitted information about Apple Farm Restaurant in SLO because of its collection of some 130 apple crate labels. • Risa Wyatt, Contributor, Wine Enthusiast Magazine. Researching story about "Unusual Tasting Rooms." Sent her list of unusual tasting rooms in SLO County that was prepared in cooperation with SLO Vintners. • Nathalie Strassheim, Managing Editor, National Travel, Rand McNally. Requested images of Mission San Luis Obispo de Tolosa. • Lora Finnegan, Editor, California Travel Girl rp log). Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Lora Finnegan, Editor, California Travel Girl rplog). Requested image to illustrate article about wildflowers in SLO County. • Bob Ehlert, Assistant Features Editor, The Sacramento Bee. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Linda Zavoral, Travel Editor, San Jose Mercury News. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Charlotte Boechler, Features Editor, Santa Barbara NeuJs Press. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Mike Hale, Features Editor, Monter~y Herald. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Kathleen.J. Jay, Travel Editor, San Francisco Examiner. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Jennifer Self, Features Editor, Bakersfield Californian. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Eric :"loland, Travel Editor, LA Daily News. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Gary Warner, Travel Editor, Orange County R~gister. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. 3 • Catharine Hamm, Travel Editor, Lm Angeles Times. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Spud Hilton, Deputy Travel Editor, Jan Fea/mseo Clmmide. Sent copy of "Colorful Landscape Awaits in San Luis Obispo County" press release with cover note. • Ann Tatko-Peterson, Travel Editor, Contra Costa Times & Oakland Tribune. Sent copy of "ColorfuJ Landscape Awaits in San Luis Obispo County" press release with cover note. Coverage • Sunday, March 1,2009 -Contra Costa Times & Oakland Tribune. Travel Calendar included event information for SLO International Film Festival, Cal Poly Wine Festival and Roll Out the Barrels Wine Festival. Words: 115. Circulation: 180,440 (Contra Costa Times) & 44,346 (Oakland Tribune). • Tuesday, March 10,2009 -California Travel Girl Qlttp: I Icalifurniatravelgirl.blovspoLcom) -Feature -"Market Time in SLO Town" by Lora Finnegan was posted in response to SLOCVCB press release. • Monday, March 30, 2009 -California Travel Girl (btq):! ! californiatrayelgirl.bloj'spoLcom) -Feature -"Wildflower Hikes in San Luis Obispo County" -by Lora Finnegan was posted in response to SLOCVCB press release. Other • Reviewing SLOCVCB media database for updates. Up Next -April 2009 • Update SLOCVCB media database. • Complete March press releases and begin researching April press releases. 8.4 Summary of advertising placements -Fresno Bee (3/08) & Bakersfield Californian (3/16) co-op pages; -Sunset ads February & April editions -Fresno Advertorial included SLO Film Fest; Bakersfield advertorial included Antique Show at Madonna Expo Center plus ad for "Roll out the Barrels" Wine Fest. -Sunset ad (February) included PAC photo & ad for SLO Film Fest. 8 r.J City specific AD & PR efforts 8.6 Media placement reports (per PR Trak service) Report attached 4 Client/Media Type Word Media Publicity Circulationl xMarket Category 1 Domain Media Source 1 SubOomain Date Time 1 Colorl Location Min: Sec Inches PR TN MPCount Value Value Impressions SAN LUIS OBISPO Newspaper San Francisco -Oakland -Sa, Contra Costa Times 03/01/09 BfW 115 a a a 2,071.33 1 2,071.33 176,765 San Francisco -Oakland -Sa' Oakland Tribune, The 03101/09 BfW 115 a a a 1,286.53 1 1,286.53 91,344 Subtotals -Newspaper: 2 0: a 000 230 a a a 3,357.86 3,357.86 268,109 Subtotals -SAN LUIS OBISPO: 2 3,357.86 3,357.86 268,1090: a 0.00 230 a a a Total Placements: 2 o. a 0.00 230 a a a 3,357.86 3,357.86 268,109Report Totals Portions Copyright 1999-2007 The Arbitron Company. Some impression estimates in this publication are copyrighted by and proprietary to the Arbitron Company. Portions Copyright 1999-2007 Nielsen Media Research. Some impression estimates in this publication are copyrighted by and proprietary to Nielsen Media Research. Portions Copyright 1999-2007 SROS. Some advertising cost estimates contained in this publication are copyrighted by and proprietary to SROS. Portions Copyright 1999-2007 ANR. Some advertising cost estimates contained in this publication are copyrighted by and proprietary to ANR. Portions Copyright 1998-2007 SOAO Inc. Some advertising cost estimates contained in this publication are copyrighted by and proprietary to SOAO Inc. Portions Copyright 2007 Burrelle's Information Services, Inc. Some advertising cost estimates contained In this publication are copyrighted by and proprietary to Burrelte's. Portions Copyright 1998-2007 PRtrak, a wholly-owned subsidiary of SOl. Some advertising cost estimates contained in this publication are copyrighted by and proprietary to PRtrakiSOI. 04/02/09 Client/Media Type Page: 1