HomeMy WebLinkAbout06-10-2009 PCC Agenda PacketI
Agenda
Promotional Coordinating Committee
City of San Luis Obispo
Wednesday, June 10, 2009
I 5:00 p.m. Regular Meeting Council Hearing Room
I 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
CONSENT ITEMS
C1 Minutes of the Meeting of May 13, 2009
C2 TOT Report (to be distributed at meeting)
C3 Smith Travel Report
C4 Community Promotions Budget Report
C.s Advertising Report
C6 Public Relations Report
C7 Visitors Center Report
CS 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 pee when necessary regarding contract fulfillment.
1. QUARTERLY REPORT -VERDIN MARKETING 15 min
I BUSINESS ITEMS
1. GIA ALLOCATIONS FOR 2009-10 -REVIEW WITH APPLICANTS 60 min
The committee will review the individual recommended allocations for the 2009-10
grant cycle and allow for comments and questions from the applicants. After the
review, the committee will finalize the recommendation to Council.
2. ELECTION OF CHAIR & VICE-CHAIR 15 min
The committee will elect the Chair and Vice Chair for the 2009-10 fiscal year with an
effective date July 2009.
3.2009-10 CONTRACTS 30 min
Direct the Marketing Subcommittee to finalize the contracts with various organizations
as outlined in the budget. Bring back the recommended contracts for approval in July.
IPCC LIAISON REPORlS
1. GIA UPDATE -LIAISON REPORT 5min
2. MARKETING SUBCOMMITTEE REPORT 5 min
3. TBID BOARD REPORT 5 min
I PCCCOMMUNICATlONS
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, May 13, 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
STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst
PUBLIC COMMENT
Brian Locher from Cuesta College introduced himself as the new organizer for the City to the Sea
Half-Marathon. He will be taking over from Jani Johnston and hopes to grow the race over the next
few years. He distributed information about the race's demographics, race supporters, and
promotional material distributed to race participants.
CONSENT AGENDA
ACTION: Moved by Babb/J. Conner to approve the consent agenda as presented.
Motion carried 6:0
PRESENTATIONS
1. QUARTERLY REPORT -CHAMBER OF COMMERCE
Lindsey Miller reported on the Chamber's effort over the past four months.
Strategic Alliances: continued involvement with Airport's community marketing group, SLO Vintners'
Roll out the Barrels, and the Children's Museum for outreach to families traveling to SLO. They
attended Cal Poly Open House, Amtrak's National Train Day Celebration with over 8,000 attendees,
and kept working with APCD on SLO Car Free. They are also involved with Festival Mozaic's
marketing committee and the Cal Poly Alumni.
Press Trip: Four writers attended the press trip in conjunction with "Roll out the Barrels". In addition,
they also hosted writers from TangoDiva.com, Veloce Today, and EuropeUSA.
PR Coverage: SLO coverage appeared in the San Jose Examiner, Travelraods.com, EuropeUSA,
Ronnie Kovach's Fishing Weekend TV segment & website, Press Democrat, National Geographic
Kids, Tango Diva, Trip Advisory, and Veloce Today.
For next quarter, they will concentrate PR efforts on outdoor activities including hiking and biking and
the promotion of new trails.
BUSINESS ITEMS
1. GRANTS-IN-AID SUBCOMMITTEE RECOMMENDATIONS AND SPECIAL MEETING
SCHEDULE
The committee considered the subcommittee's recommendation for grant funding in 2009-10 and
discussed each applicant. The subcommittee chair, Cathie Babb, started the discussion by giving an
overview on the subcommittee's evaluation process, preliminarK thinking and budget allocation. The
subcommittee had met twice, on April 30 th and again on May i . Given the financial constraints and
the overwhelming number of grant requests, the subcommittee decided to exclude the organizations
that did not come to the mandatory meeting. They then studied the nature of each request,
substantiated the tier and itemization of the request. In order to stay within budget, the subcommittee
decided to concentrate on helping the organizations with outreach by allocating funding for
advertising.
Staff was asked to follow-up on a couple of events to make certain that they take place witl"lin the
City. For the 2010-11 funding cycle, the committee asked for stronger language regarding the funding
sources under application item no. 5 and the request for media plans. They want the application to
stipulate that funding in the future will be denied if any components of the application are missing,
incorrectly submitted, or unclear.
The following funding was allocated preliminarily. The funding will be finalized after the meeting with
the applicants. The committee decided to postpone that meeting from May 2ih to June 10th in order
to gain a clear picture regarding the available funding. The City Council will consider this program's
funding on June 4, 2009.
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 College Art Gallery $3,000 $1,150 No honorarium
Festival Mozaic $12,000 $6,000 Media buy only
SLO County Libraries
I
$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 advertisinq
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
I
$7,500 $0 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
I
$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
Organizations that were not present at the PCC's GIA meeting on March 17,2009 were not
considered for funding.
2. FUNDING RECAP
Staff reported that the preliminary budget will be released on May 28, 2009. The PCC's budget will be
included as recommended by the committee. The GIA funding is recommended to be reduced to
$90,000 due to the budget cuts necessary to balance the budget. On June 4, 2009, Council will
consider the General Fund operating programs and indicate desired changes.
PCC LIAISON REPORTS
John Conner reported that the TBID had canceled the regular meeting of May 13,2009 and is holding
a special meeting on May 20,2009. In that meeting, they will discuss the possible collaboration with
Cambria Bicycles for bike rentals at all lodging properties interested.
PCC COMMUNICATIONS
Katy McGrath reported on the campaign for the SLO Botanical Garden. The Garden has welcomed
close to 1,000 visitors during its May event thus far and the campaign greatly contributed to this
success.
Meeting adjourned at 7:00 pm.
Tab 2" Trend San Luis Obispo, CA Currency: USD " US Dollar
c~ 01 san l..!JIS ObiSpo
For tne Mmlh 01 Apnl 2009
Monthly Percent Change Overall Percent Change
15 0.0
10
5
o
-5 ~~-+.---~~~~~ -2.0
-4.0
-10 -6.0
-15
-20 -80
-25
-30 -100
Nov Dec Jar Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr Year To Date Runnmg 12 Months
.......Occupancy --ADR -RevPAR • Occupancy III ADR II!!I RevPAR -Nov
2007
De< Jao Feb Mor Ap' Moy J"
2008
J" A,. Sep Oct Nov De< Jan Feb
2009
Mo, Ap< 2007
Year To Date
2008 2009 2007
RunnIng 12 Months
2008 2009
This Yea' 083 4" 50 b 618 66.4 603 63.0 689 779 80 ' 621 63.2 58.1 44.7 487 58,1 51.9 583 '" 597 561 58' 64.5 616
Last Year
Percent Cnange
59,0 506
-68
492
"
62.4
.()g
64.1
3.4
ng
·17.3
69.2
8.8
731
-57
80.4
3.1
76.1
" I'
66.8 643
, 1
58.3
39
47.1
52
50.6
37
61.8
-6'
66.4
21,a
60.3
99
59.3
41
62. 1
36
597
-00
65.7
07
66.1
·2.5
64.5
." -2007 2008 2009 'fear To Date Running 12 Months
This Year
Nov
11168
De<
1040;>
J"
9696
Feb
10154
Mor
102.61
Apr
113.01
Moy
11654
J,n
125.72
J"
'2495
A""
12797
Sep
11357
Oct
111 34
Nov
1092'
De<
10057
Jao
96.32
Feb
100.29
Mor
97.51
Apr
106.50
2007
10441
2008
10374
2009
10057
2007
111 59
2008
1 1411
2009
11255
Last Year 108.30 102,10 96.60 101.03 103.61 "3,27 112.62 125.18 128.34 128.02 12030 110.58 '11.68 104.02 96.96 101.54 102.61 113.01 101.4<' 104.41 103.74 104.54 111.59 114.11
Percent Change 3 , 19 04 as 10 -02 35 0.4 26 00 5 b 07 22 3.3 0.7 " 5.0 56 29 0.6 3 ' 66 23 14 -2007 2008 2009 Year To Date Running 12 Months
Nov De< Jao Feb Mor Ap' Moy J" J" A,. Sep 0" Nov De< J,n Feb Mo' Apr 2007 2008 2009 2007 2008 2009
ThiS Yea' 65 1 4 49.0' 4902 62.79 6809 68.13 7347 86.64 97.3<' 10247 7055 7042 6125 4492 4689 58.23 50.60 10.58 64.81 6194 564;::' 7379 13.58 69.51
Last Year 63,90 51,64 47.55 63.06 6846 82.56 77.88 91.52 103.16 97.47 8041 71 11 6514 49.01 49.0<' 62.79 68.09 68.'3 60.12 64.81 6194 66.67 7379 73.58
Percent Change -19
2007
5 , 3 ' -0.4 2.4 ·175 5.7 ·53
2008
57 5.1 '23 10 -60 .. 3 •.3 73
2009
257 3.6 , 8 -44
Year To Dale
"g 15 -03
Running 12 Months
5.5
Nov 0", Jao Feb Mo' Apr Moy J" J" A,. Sep 0" Nov De< Jao Feb Mor Ap, 2007 2008 2009 2007 2008 2009
ThiS Yea' 60 1'J0 62155 62,',55 58.140 62,155 80,150 62,155 60,150 62.155 62.155 60.150 82155 60.150 82.15~ 62,155 56.14(] 62,155 60,150 223,920 .240,600 240600 661,090 723.346 731.825
LEst Yea' 55,980 57.846 57,84fj 52,248 57,846 55,980 57,846 55,980 62,155 62,155 60,150 62.155 60,150 62.15~ 62,155 56,140 62,155 60,150 223,920 223,920 240.600 681,090 681,090 723.346
Percent Change 1 , 14 74 7.4 74 74 74 74 00 a a 00 00 00 0.0 0.0 00 00 0.0 0.0 74 00 0.0 6.2 '.2 -2007 2008 2009 Year To Cate Runmng 12 Months
Nov De< J'n Feb Mo' Ap, Moy J"" J" A,. Sop OCt Nov De< Jao Feb Mo' Ap' 2007 2008 2009 2007 2008 2009
ThiS Year 35,089 29,28& 31424 34,717 41,241 36,264 39,188 41,454 48,409 49.770 37.366 39,313 33,733 27,764 30,260 32,597 32,254 39,86' 138,994 143,646 134972 450.366 466,410 451,969
LEst Year
Percent Change -33,029
62
29.254
0'
2007
28,475
104
32.612
6.5
37,105
11'
40,802
11.1
40,001
·2.0
40,928
, 3
49,962
3.1
2008
47,321
"
40.203
·71
39,974
17
35,089
·39
29,286
."
31,424
·37
34,717
·61
41,241
-21.6
2009
38,254
99
132,742
47
138.994
33
Year To Date
143.646
00
447.427
07
450,366
3.6
466,410
·3.1
RUMing 12 Months
Tnls Yp..ar
Nov
3,918,088
De<
3.046,368
Jao
3,048.956
Feb
3.525.247
Mor
4,231,925
Apr
4,098.136
Moy
4,566,827
J"
5,21 '.556
J"
6,048,67 7
A,.
6,369,142
Sep
4,243.585
001
4,377.004
Nov
3.683.977
De<
2.792,279
Joo
2.914.522
Feb
3.269.169
Mo,
3,144,956
Ap'
4.245.164
2007
14,51' 720
2008
14,902,264
2009
'3,573,831
2007
SO,2SlU68
2008
53,221.443
2009
50,866,878
laS! Year 3,576,901 2.986,905 2,750,689 3,294,857 3,844.534 4,621,640 4,504.764 5,123.226 6,411,988 6,-058,210 4,838,39<' 4,420,143 3,918,068 3.046,366 3,046,956 3.525247 4,231,925 4.098,136 13,462,173 14,511.720 14,902,2&4 46,772,622 50,258,168 53,221,443
Percent Cnange " 20 '08 7.0 '0.1 ·11.3 '.4 17 57 5 ' 123 .' 0 -60 83 .3 -73 -25.7 3.6 18 '27 89 '.5 5.9 44 -2007 2008 2009
Nov De< J,n Feb Mo' Apr Moy Jun Jul A,. Sep Ocl Nov De< Joo Feb Mar Ap,
Census P'ops 28 28 26 26 26 26 " 28 28 26 26 26 28 28 28 28 28 28
Census Rooms 2006 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005 2005
Qt> Rooms PartlclPanb 805 805 805 805 8().5 819 819 800 18.4 BO.3 803 603 764 78.4 78.4 784 784 184
A blank 'OW Indicates Insufh::lenl data SMITH TRAVEL RESEARCH
Tab 3 -Response San Luis Obispo, CA Currency: USD -US Dollar
City ot San LUIS Obispo
For the Month ot Apnl 2009
STR
Code Name of Establishment
26014 Apple Farm Inn & Trellis·Court
2106 Best Westem 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 Solei!
21216 Quality Suites San Luis Obispo
44522 San LUIs Creek LOdge
19674 Sands SUites & Molel
26511 Super 8 San LUIs Obispo
7247 TraveJodge San Luis Obispo
27870 Travelodge San Luis ObiSpo DownloWl'
21781 Amencas Best Value Inn San Luis Obispo
2105 Best Westem Royal Oak Hotel
56038 Courtyard San Luis Obispo
26042 Embassy Suites 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
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 ObiS po, CA
San LUIS Obis po, CA
San LUIS Obispo. CA
San LUIs Obispo, CA
San LUIs ObiSpo. CA
San Luis Obispo, CA
San LUIs ObiSpo. CA
Zip Code All Date ccOpen Date
93401 Aug 1988 Aug 1968
93401 Jun 1962 Jun 1962
93401 Jun 2003
93401 Aug 1997 Aug 1997
93401 May 1994 Jun 1978
93401 Jun 1985 Jun 1985
93401 Jun 1957 Jun 1957
93401
93401 Nov 1986 Nov 1986
93401 Aug 2002 Aug 2002
93401 Jun 1985 Jun 1985
93401 Feb 1989 Feb 1989
93401 Jun 1960 Jun 1960
93401 May 1998
93405 Jul2oo8 Apr 1986
93405 Jun 1978 Jun 1971
93405 Jul2oo7 Jul2oo7
93405 May 1995 Dec 1986
93405 Jun 1971 Jun 1971
93405 Jun 1958 Jun 1958
93405 Mar 1973 Mar 1973
93405 Aug 1992 Mar 1988
93405 Apr 2002 Jun 1964
93405 Apr 2008
93405 Jan 1998 Jun 1971
93405 Jun 1964 Jun 1964
93405 Jun 1935 Jun 1935
93405 Nov 1968 Nov 1968
Total f'roperties 28
Y
y
y
y
Chg in
RmsRooms
co
104
39
T7
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
2007 2008 2009
COOCOODOOOOOOQOOOOOOOOOOQOOQ
, -Monthly data received by STR
• -Monthly and dally data received by STR
Blank -No dala received by STR
Y -(Chg In Rms) Property has expenenced a room addition or drop dUring the time period of the report
...
''"' ..·........
·..
A SON D J F M A M,J J....
... ... ... .... ... .. ....
· .· ... .
·.
·.
·..
.........·......
·..
...
.....
....
A S ° No D J F,M A M.J
.. ......
...
·.·...
o 0
F M A M J
· ... .·..
·.....
·..... ·........ ·........
·...
AS ° N D
A blank row mdlcates InsuffiCIent data SMITH TRAVEL RESEARCH
SUNGARD PENTAMATION
DATE: 06/04/09
TIME: 15: 14 : 47
-FUND ACCOUNTING V4.1
CITY OF SAN LUIS OBISPO
EXPENDITURE STATUS REPORT
PAGE NUMBER:
EXPSTA11
1
SELECTION CRITERIA: expledgr.key orgn='11300'
ACCOUNTING PERIOD: 12/09 -
SORTED BY: FUND,FUNCTION, PROGRAM, 1ST SUBTOTAL,2ND SUBTOTAL,ACCOUNT
TOTALED ON: FUND,FUNCTION,PROGRAM,lST SUBTOTAL,2ND SUBTOTAL
PAGE BREAKS ON: FUND,FUNCTION,PROGRAM
FUND-I00 GENERAL FUND
FUNCTION-50 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
176,701.32
209,700.00
386,401.32
.00
.00
.00
25,210.87
22,259.74
47,470.61
150,946.29
187,408.26
338,354.55
544.16
32.00
576.16
99.69
99.98
99.85
TOTAL CONTRACT SERVICES 386,401. 32 .00 47,470.61 338,354.55 576.16 99.85
7455 COMMISSION & COMM MTGS
TOTAL TRAVEL. MEETINGS & DUES
1,000.00
1,000.00
.00
.00
.00
.00
216.69
216.69
783.31
783.31
21.67
21. 67
TOTAL OTHER OPERATING EXPEND 1,000.00 .00 .00 216.69 783.31 21. 67
TOTAL COMMUNITY PROMOTION 387,401.32 .00 47,470.61 338,571.24 1,359.47 99.65
TOTAL COMMUNITY DEVELOPMENT 387,401.32 .00 47,470.61 338,571.24 1,359.47 99.65
TOTAL GENERAL FUND 387,401.32 .00 47,470.61 338,571.24 1,359.47 99.65
TOTAL REPORT 387,401.32 .00 47,470.61 338,571.24 1,359.47 99.65
Verdin
June 2009
Date: 06/10109
To: PCC Members, Brigitte Elke
From: Verdin Marketing Ink
Subject: Advertising Contract Activities for May 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 May 2009.
Sec. Objective Action Results
1 Assist in implementing the City's Tourism Marketing Plan Goals and Objectives
1.1 Maintain and improve upon strategic Collaboration with California Festival of Beers, Inclusion of information and links to area alliance
alliances Central Coast Concerned Mountain Bikers, websites from e-newsletter
Cuesta Master Chorale, Hearst Castle,
Performing Arts Center. Sierra Club. SLO Bike
Coalition, SLO Botanical Garden, SLO County
I
VCBIAirport. SLO Downtown Association,
SLO Little Theatre, SLO Parks & Rec, SLO
Restaurants, 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 43% and Traffic from Google increased by 42%. Yahoo
Yahoo Search Marketing spend decreased by traffic decreased by 52%. consistent with
53%. adspends.
3.4 Explore cooperative advertising No co-ops placed in May
opportunities
3.5 Advertising budget management 91 % of annual (2008-09) budget has been spent
3.6 Advertising and consumer relations services Hard Copy Visitors Guide completed 714 sent
3.7 Work with the Marketing Subcommittee Did not meet
Sec. Objective Results
4
Action
Consumer Relations
315 surveys received as of 5/6
consumers
Survey Follow-up campaign
4.1 Provide "direct marketing" services to Sent new survey to requestors from Sept-Dec 08
19 cards picked up (38% response rate); estimated
$15,200 generated, 26% ROi
4,165 total click thrus (1.5% increase over Apr.,
to the region (collaborate with PR Contractor
4.2 Develop targeted themes to attract consumers Keywords for niche markets are being refined as
consistent with ads pend)
and PCC Marketing Subcommittee)
the ADWords campaign continues.
2.2% conversion rate attained
24% decrease in referral traffic (over April)
through Goo.gle to enhance niche site visibility
4.3 Pursue other targeted niche opportunities Research underway to use targeted partner sites
Included GIA events in e-newsletter (See section
oriented emaiL electronic newsletters and
4.4 Use local events and amenities in consumer Searched all GIA recipient event listings for
1.1 for complete list)
other web-based promotional opportunities
inclusion in April e-newsletter
4.5 501 clicks
local orgs to reach target audience
Pursue focused promotional opportunities with Developed geo-targeted online campaign to
promote May Botanical Garden events
April e-newsletter sent 5/0 I
events and new visitor opportunities to e
4.6 Monthly, send e-newsletter promoting city Ongoing compilation of events to highlight in
25,698 sent
database. Provide copies to all city lodging
e-newsletter.
2,703 opened
properties and encourage its use by visitors.
I I % open rate
Make a copy available to the Chamber for
33% click thru rate (link summary: Attachment I)
placement on visitslo.com
Resulted in 24 click thrus
in defined feeder markets
5
4.7 Explore other direct marketing opportunities Included US Airways ad in the e-newsletter.
Provide advertising fulfillment services in response to requests for materials
714 requests submitted to the Chamber, 7%
Commerce
5.1 Subcontracted out to the Chamber of
decrease from April.
419 people opted into the e-newsletter
as well as development of the electronic
5.2 Direct consumers to the website for fulfillment All ads include web address/landing page
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.
Final written report: 6/30/09 6.1 Quarterly Report Contractor Presentation: 6/10/09
Attachment I
May E-Newsletter
Link response click thru rates
Link Click Count
Beer Festival More Information 125
SLO Vintners Information 75
Bike Month Video 71
Roll Out the Barrels Video 66
Hearst Castle Information 58
Tapas at Tolosa More Information 56
Historic San Luis Obispo by Bike 45
Gypsy at SLO Little Theatre Information 43
Mountain Bike Trails 39
Hiking Trails 34
Barrels in the Plaza 32
Wine Tasting by Bike 32
Bike Month Calendar of Events 29
Schoolhouse Rock at Salisbury Winery 28
Ciopinot Winemaker Dinner 27
US Airways Ad 24
Bike Happening 23
Bike Ride Calendar 20
SLO Botanical Garden Information 19
Cuesta Master Chorale Information 12
Bike Ride Calendar 10
Ranger-Led Hikes 8
Wine Tasting Map 5
Fitness Hiking Club 5
Wine Tasting 3
Restaurants 3
TOTAL 894
., 1"105, '.llIS()11SFI an , .,'("e~ . f C 0111 rn e ..Chdmbel 0 __ Report to City of SLO PCC/May 2009
Sec. Objective Action Results
1 Assist in im.plementing City Tourism
Marketing Goals and Objectives
1.1 Continue to maintain and improve upon
Strategic Alliances.
Meeting with Kim Gannon from Cal
Poly's Alumni House to talk about
more ways to work together. Postponed
until June.
Participating in Amtrak's National Train
Day Celebration in LA on May 9th . Over
8,000 attendees. Handed out magnets
and talked to visitors about taking train
to SLO and what to do when you get to
Meet with Amtrak marketing director. train station.
Looking at a few partnerships this
summer. One is to reproduce San Luis
Obispo rack cards for stations on
Starlight route.
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-working on marketing
campaign for new service and to
promote existing.
Sitting on marketing board for Festival
Mozaic. Working on ideas to reach out
to new groups.
1.2 Collaborate with other contractors Meeting every month Discussed with Verdin finalizing ad
contract. Working with them on Amtrak
rack card.
Went with VCB to Sunset magazine
meeting about event.
2.0 Use of City's Brand Sending magnets with local girl's soccer
team going to volleyball festival in
Phoenix.
Promoted brand through promotion at
National Train Day.
3 FoCus On Public Relations Efforts
3.1 Utilize targeted themes Focused on sending information and
contacting magazines on hiking and
biking-focus on fall is perfect time for the
outdoors in SLO.
3.2 Provide information to travel/assignment
editors
The Desert Sun-Lydia Kremer coming 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 coming
quarter. Working on ideas for HikeSLO
promotion.
3.4 Maintain and improve strategic alliances
through special events
Meet with Sunset Magazine-along with
City of SLO, VCB and Paso Wine
Alliance-to talk about possibility of
having a Sunset Food and Wine event
here in SLO County in 2010.
Meeting with Cal Poly Alumni Director
about how to partner with their events
out of area. Postponed until June.
Evaluated bid proposal from Amgen
Tour of CA for 2010 race. Worked with
City to decide whether to submit RFP.
No proposal submitted. More
information on this at meeting.
4 Media Relations
4.1 Aggressively maintain and develop
relationships with travel writers/editors
Sent information to Optomen
Productions to try and reach them for
piece on Samantha Brown Weekends.
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
4.5 Media Relations Goals
4.5.1 30 domestic press visits Tim Wassberg-the Inside Reel-for
Mozaic Festival
Lydia Kremer-The Desert Sun Travel
Section
(12/30)
4.5.2 8 magazine articles National Geographic Kids-postponed
print date is Dec 2009.
(7/8)
Santa Ynez Valley Journal-Traveling in
your own backyard piece about coming
to SLO for a summer getaway.
4.5.3 24 newspaper articles Press Democrat-Weekend in San Luis
Obispo
(6/24)
New York Times-Escapes-Tasting
Olives, and the Good Life in San Luis
Obispo
4.5.4 24 general media coverage (calendars) Continue to send events to calendars
(211/24)
4.5.5 12 articles or info updates to electronic
media
(14/12)
Article about San Luis Obispo on
forallevents.com (result of press trip).
4.5.6 Two broadcast events Working with KTLA in Los Angeles to
do a promotional giveaway with
Amtrak and Madonna Inn for a stay in
San Luis Obispo.
(2/2)
4.5.7 Top 20 guide books-solicit coverage
5 Specific Public Reliiltions Efforts
5.1 Develop Story Ideas
5.2 12 press releases/ 4 "What's New" (11/12)
Outdoor release-Hike and Biking focus.
6 Maintain Information ···'i'i
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 On going.
6.5 Media Kitty report Media Kitty subscription ended in May.
Will purchase again in July.
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 r~pd~tin~ in July,
-------------_..-----
ChMnber of Corn rn en'l'
www.VisitSLO.com Web Site Activity
May 2009
May '09 April '09 May'08
It of distinct visits/sessions: 31,098 31,339 43,605
# of total pageviews: 139,503 132,341 232,108
A vg. sessions per day: 1,196.07 1,492.33 1,406.61
A vg. pageviews per session: 4.48 4.22 5.32
A vg. length of time on site: 04:20 04:07 04:10
f Sail I,ll;' Ohispo
Graph is # of sessions/distinct visits over a one-year period.
Top three most viewed pages:
May '09 April '09 May '08
Lodging: 538 518 1,697
Activities: 237 367 601
Wine Tasting: 225 n/a 395
Number of Hours expended: 24hrs
Calendar lnputting-19 hrs
Updating/Changes/Additions-5 hrs
" San Luis O~ispl1
Charnber or (onllllerCt-:>
Visitor Center Contract
May 2009
Visitors to Center:
Promotional materials distributed:
City Maps
County Maps
Visitor Guides
Visitor Packets
Advertising responses fulfilled:
EnjoySLOwines.com/Advertisement
BeautifulSLO.com/Advertisement
WelcomeSLO.com/Advertisement
TraveltoSLO.com/Advertisement
GoToSLO .com/Advertisement
LetsGoSLO.com/Advertisement
HelloSLO.com/Ad vertisement
SLOEasy .com/Advertisement
SLOGoing.com/Ad vertisement
SLOGetaway .com/Advertisement
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
May. 09 Apr. 09 May. 08
6,341 6,710 6,138
78 141 68
36
62 189 145
25 30 27
3
460 520 517
32 39 40
2 30
212 266 313
2
704 829 915
4, 122 3,418 6,516
6,516
SAN LUIS OBISPO
CHAMBER OF COMMERCE VISITOR CENTER
MAV2009
PEOPLE COUNT
DAY DATE PEOPLE DAY COUNT
Thursday 7 234
Friday 8 211
Saturday 9 177
Thursday 14 275
Friday 15 255
Saturday 16 172
Thursday 21 265
Friday 22 194
Saturday 23 165
Thursday 27 203
Friday 28 196
Saturday 29 189
Total 2536
PEOPLE EVENING
COUNT
19
14
12
38
14
17
26
12
38
28
17
11
246
CALENDAR OF EVENTS
Total number of events in May calendar: 140
Total number of events inputted as of 01/01/2009: 441
Number of Events inputted during this month: 83
SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER
MAV2009
VISITOR RELATED EMAIL &PHONE CALL REPORT
DAY DATE PHONE CALLS EMAIL
Friday 1
36 5
Saturday 2
33 1
Sunday 3
23 1
Monday
4
35 7
Tuesday 5
28 6
Wednesday 6
31 5
Thursday 7
37 4
Friday 8
29 6
Saturday 9
22 1
Sunday 10
19 1
Monday
11
44 3
Tuesday 12
33 5
Wednesday 13
46 10
Thursday 14
26 6
Friday 15
21 6
Saturday 16
15 1
Sunday 17
20 1
Monday
18
29 7
Tuesday 19
20 7
Wednesday 20
25 8
Thursday 21
33 9
Friday
22
29 1
Saturday 23
25 0
Sunday 24
17 2
Monday
25
41 0
Tuesday 26
22 11
Wednesday
27
24 1
Thursday 28 37 5
Friday 29 28 6
Saturday 30 23 3
Sunday
31
17 0
Total
868 129
San Luis Obispo County Visitors & Conference Bureau
SLO PCC Report -May 2009
Section Objective Action Results
1.1 Partnering with SLO Vintners; Cal Poly;
Arts community
-Coordinated with PAC to increase ticket sales.
-Distribute weekly PAC flyer with their events, as
part of "This Week in SLO County"
-Include "Art After Dark" PDF every month
-Coordinate with SLO Vintners, including for
Sunset Magazine "Food & Wine" event,
tentatively planned for Fall 2010
Emailed link to website PAC flyer weekly to
795 contacts; posted in hotel lobbies etc.
Mentioned "Concerts in the Plaza" and SLO
Symphony Finale in Bakersfield advertorial;
Emailed SLO Botanical Garden flyer;
distributed Art Center flyer for May Party in
plaza
2.0 Usc of City's Brand City's brand is located on City'S page on
SLOCVCB website
-1071 visits to SLO City page in May;
YTD: 4,721
3.0 Visitor Info for conference/group
attendees
Provide free Destination Guides to local hotels
for groups
Provided 84 Destination Guides for a retreat
headed by Pat Abel out of Lompoc, CA
4.1 Info Requests Responded to phone, reader response card,
website requests
225 ~ruides sent, 274 e-guide requests, 773 total
ad responses. YTD: 2,254 guides, 1142 e-
guides and 4,523 ad responses
4.2 Info Contact & Referrals Phone and website referrals 10,359 referrals to SLO City member sites.
YTD: 48,230
4.3 Special Events & Cultural Offerings Encouraged PAC to create dedicated PDF of
their events of the Week.
1,138 referrals to SLO events. YTD: 7,869
"This Week in SLO" distributed to 795
member contacts each week. Includes PAC
events flyer, and monthly "Art After Dark"
flyer.
4.4 Ne\vsletters eNewsJctters & eSpecials sent periodically -78 clicks on so far for May eSpecial ad for
Concerts in the Plaza, which were also
mentioned in house ad
5.1 Increase group business Buy related Google adwords (Meet + Weddings) -879 clicks on related Google ads
5.2 Represent City at Trade Shows -POW WOW International Travel Show in May
in Miami
-NT A Travel Show inJune
-"Sunset Magazine" Consumer show in June
POW WOW Group leads will be given to
members inJune
5.3 Work with Individual prospects to
Coordinate Conferences
Working with Sunset Magazine & SLO
Vintners to create Food & Wine Event in
2010
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
Mentioned 6 SLO City performances in "Live
Theatre" Section of "This Week in SLO
County," 257 PAC event flyers downloaded
6.1 Coordinate with city's AD and PR
contractors
Phone calls with SLO Chamber and Verdin
Marketing Ink.
Coordinated with SLO Chamber for Palm
Springs journalist visit
6.2 Market region as destination -Execution of Marketing Plan -Focus on Niche
Markets.
-Ads in Fresno & Bakersfield aU have website
listed (no specific click thm 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
-934 downloads of 2009 Concerts in Plaza
Concert Series flyer + 341 downloads of
Reservoir Canyon Map + 270 downloads of
"SLO Path of History" flyer + 466 downloads
of SLO City area bike maps + 257 PAC Event
flyers downloaded
1
64 Distribute a minimum of 6 topical City
press releases per year
Met with SLO Downtown Association; have
become "Major-Level" ($l.2K value) sponsor of
Concerts in the Plaza 2009. Provided DA with
video of 2008 concert for PR purposes.
-Added banner ads to our site in late May (16
clicks during month) promoting "Concerts in
the Plaza 2009." Will be promoting in Fresno
and Bakersfield papers.
6.5 Completed Press Visit
• May 28 -June 1 -Samantha Schoech, Senior Editor, SNltset 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.
Pending Press Visit
June 12-13 -Adrienne Mosack and Richard Curzon, Contributors, TbeTravelrrEditor.com (United Kingdom). Adrienne and Richard will be
visiting SLO and Hearst Castle and blogging about their California trip and developing a feature for the travel Web site -
W\Vw tberravclcditor com
June 15-18 -Lydia Kremer of the Palm Springs Desert Sun. Writing article on SLO County wine. Staying in Paso Robles two days, staying in
SLO one day (wine country, Farmers Market, and one nigbt in Arrovo Grande.
r
r~
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.
Attend various media/leisure/group trade
sbows
Attending POW WOW International Travel
Sbow (and Media Reception) in May in Miami,
NTA Travel Show inJune, Sunset Magazine
Consumer show inJune.
-POW WOW leads will be dis tributed in June
to lodging members
Serve as Film Commission Handle inquiries to Film Commission -Responded to 7 leads of interest, including a
Indie fUm scene shot in Madonna Plaza
2
6.7
8.3
8.0 Monthly Reports Content
8.2 Summary of web stats Total Visits: 80,610 fat the month
Avg. Visits/Day: 2,600
Avg. Page Views/Visit 6.07
Click Thrus (CT) to all Members: 32,396
Click Thrus (Cn to SLO Members: 5,253
Total visits 'r'TD: 374,962
Total CTs to all membets YTD: 139,650
Total CTs to SLO Members: 21,374
SLO Calendar CTs YTD-7,769
I SlImmary of PR Efforts
Press Releases
• Wrote draft of press release about Cal Poly San Luis Obispo's role in tourism and submitted to SLOCVCB for review and approval.
• Finalizing press release regarding sustainable winemaking in SLO Wine Country.
• Finalizing press release about San Luis Obispo as a family fun destination
California Travel and Tourism Commission (CTTC)
• May 2, 2009 -Submitted several items, including Restaurant Month, on behalf of SLOCVCB to CTTC for possible use in Culinary
Travel press release.
Press Contacts
• Adrienne Mosack and Richard Curzon, Contributors, TheTravelEditor.com. Adrienne and Richard will be blogging about their California
trip and developing a feature for the travel Web site -W\VW thetrayelcditor com. Contacted Jim Allen regarding tour for June 13 and
referred request for lodging at a media rate in SLO to Carrie Head.
• Carrie Head recorded interviewed by Travel Reporter Kal London "Travel with Kal" at POW WOW for his Radio Show in Connecticut.
Coverage
• 3 arti cles appeared on SLO County during the month; none specifically mentioned city of SLO
Up Next -June 2009
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 Downtown SLO Thursday night (June 18) and go to Fanners Market Downtown.
8.4 Summary of advertising placements -Fresno Bee (5/10) & Bakersfield Californian
(5/17) co-op pages;
-Fresno & Bakersfield Advertorial
included SLO "Roll out the Barrels".
Fresno had ad for it.
8.5 City specific AD & PR efforts Promoted Concerts in the Plaza in
Bakersfield and on-line.
8.6 Media placement reports (per PR Trak service) 3 articles appeared; none specifically
mentioned City of SLO
3