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Home My WebLink About01-14-2009 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, January 14,2009 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Goals of the City of San LUIS ObIspo PromotJonal 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 e.1 Minutes of the Meeting of December 10, 2008 e.2 Minutes of Marketing Subcommittee Meeting of December 16, 2008 e.3 TOT Report (to be distributed at meeting) e.4 Smith Travel Report e.S Community Promotions Budget Report e.6 Advertising Report e.7 Public Relations Report e.8 Visitors Center Report e.9 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. QUARTERLY REPORT -CHAMBER OF COMMERCE 30 min IBUSINESS ITEMS 1. PROPOSAL FOR USE OF CURRENT FULFILLMENT BUDGET 30 min 2. RETREAT PREP ARA TION AND BUDGET OVERVIEW 45 min IPeC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5min 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 Wednesday, December 10, 2008 5:30 pm City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Cate Norton -5:30 pm PRESENT: Babb, J. Conner, Kinney, T. Conner, Nicklas, Maggelet STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment CONSENT AGENDA ACTION: Moved by J. Conner/Babb to approve the consent agenda as presented. Motion carried 6:0 (one member of the committee arrived after the approval of the consent agenda) PRESENTATIONS 1. ADVERTISING CONTRACT -VERDIN MARKETING INK. Katy McGraw reported on the agency's efforts over the past three months and gave a quick outlook for the next 60 days. Online marketing continues to be the corner stone of the current campaign and the campaigns are constantly updated for effectiveness. The online newsletter featuring local events is used to further drive traffic to visitslo.com. The newsletter opening rate is at 15% and click-through at 32%. The survey continues with positive results further defining that dining, shopping and wine tasting are the top interests. It also shows that 45% of respondents have visited SLO after receiving the Visitors' Guide. In the upcoming quarter Verdin will work on possible collaboration with the SLO County Airport, evaluate the production of a digital visitors' guide, and continue the promotion of upcoming events and SEM optimization. BUSINESS ITEMS 1. ADVISORY BODY GOALS After reviewing the combined advisory body goals, the PCC made several changes to the initially submitted document. All changes were made on the master document and submitted to Finance as saved on the City's intranet. ACTION: Moved by J. Conner/Nicklas to approve submission of the PCC Council goals as changed/adjusted during the meeting. Motion carried 7:0 PCC LIAISON REPORTS 1. GIA UPDATE Terry Conner mentioned the upcoming Mission Prep Basketball Tournament starting December 18, 2008. 2. MARKETING SUBCOMMITTEE REPORT The committee asked the subcommittee members to meet on December 16, 2008 to discuss the use of $24,000 from the advertising budget currently allocated for fulfillment pieces for 2009. 3. TBID BOARD UPDATE John Conner reported that the TBID Board has approved the RFP documents for marketing services which will go before Council on January 6, 2009. The meeting adjourned at 7:00 pm to the January 14, 2009 meeting. Promotional Coordinating Committee Marketing Subcommittee Tuesday, December 16, 2008 12:30 p.m. 990 Palm Street Council Hearing Room CALL TO ORDER: John Conner 12:30 p.m. PRESENT: Subcommittee Members: Sarah Maggelet, Cathie Babb Contractors: Katy McGrath, Mary Verdin, Lindsey Miller, Dave Kastner STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst 1. PUBLIC COMMENT No public present. 2. FULFILLMENT FUNDING FOR 2009-10 Katy McGrath presented the committee with possible options for use of $24,000 currently held for fulfillment pieces for 2009-10. The agency felt that with the uncertainty regarding the need for fulfillment pieces through the PCC, the money could be spent on advertising. They proposed the following possibilities: campaign with airlines currently flying to SLO campaign on travel sites such as Kayak, Travelocity, etc. campaign on state tourism site campaign specifically in feeder markets concentrating on the Valley further assist GIA recipients for upcoming events direct marketing to survey respondents Amgen Tour campaign to drive traffic into SLO After discussion and consideration of various pros and cons, the committee asked the agency to present a campaign for $12,000 and the Chamber will submit the number of guides for a $12,000 budget at the next PCC meeting for final approval. COMMUNICATION Mary Verdin gave an update on the enhanced promotion funding given to Lynn Diehl for her new website Wine Region News. The PCC had committed $5,000 from 2007-08 enhanced funding to sponsor the San Luis Obispo page within the site. The site was scheduled to go live in July 2008. The PCC was hoping to add $5,000 from the 2008-09 enhanced funding and Verdin Marketing was to find coop ads for another $5,000 to make up the $15,000 sponsorship. However, the enhanced funding for 2008-09 was cancelled and no additional money was made available. On the other hand, the site has yet to launch (now scheduled for end of January 2009) and the Committee members felt that $5,000 should now buy the entire pcc Marketing Subcommittee Minutes Page 1 sponsorship given that only five months remain in the 2008-09 fiscal year. The committee felt that a banner buy as proposed by Ms. Diehl for the committed $5,000 would not hold Lip her end of the bargain since no communication was ever forwarded to the pee as to where this endeavor stands. Mary Verdin was asked to contact Ms. Diehl and present the committees position. In the case of a further delay in start date, the committee felt that the funding should be returned. Meeting adjourned 1 :40 p.m. PCC Marketing Subcommittee Minutes Page 2 Tab 2 -Trend San Luis Obispo. CA City of ::;;an lUIS Obispo Fr,r me Month 01 NovemDer 2008 Monthly Percent Change Overall Percent Change 10 00 1.0 -20 -5 10 -30 -15 -4.0 -20 5.0 Jun Jul Aug Sep Ocl Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oc1 Nov Year To Date Running 12 Months -+-Occupancy .... -ADR RevPAR 1II0ccupancy i!lADR III RevPAR I11III J" Jul Aug '007 sep 0" No' oec Jao "b Ma' Ap, May '008 Ju, Jul Aug sep Oct No, '006 Year To Date '007 '008 '006 Running 12 Months '007 '008 rhls Year 73' 804 76' 66,8 643 58.3 470 506 618 665 602 631 689 77.9 80 ' 62.1 633 56 ~ 666 671 64.7 653 657 631 Las1 Year 73.2 78.9 71.8 70.7 691 59.0 50.6 49.2 62.<1 64.2 729 69.2 73.1 BO.4 761 66.8 64.3 583 673 666 67.1 65.9 65.3 65.7 Percen1 Change ·02 '.9 2' ·54 -<9 11 -72 27 , 0 36 -174 -88 57 31 52 ·70 -'6 ·38 .~ 0 08 -37 1.0 08 <0 -'007 '008 Year To Date Running 12 Months J" Jut Aug sep OCI No' oec Jao 'eb Ma, Ap, May Ju' Jul Aug sep Oct No, '006 '007 '008 '006 '007 '008 This Year 12529 '2845 '2813 12040 11068 11178 10429 97.3.1 10189 10570 '1310 116.65 '2582 125.06 12807 113.66 10944 11154 , 15 23 '14.56 110.59 11441 1139 1 lasl Year 120.82 122.77 1243' 115.39 105.18 108.42 102.28 96.72 101 16 10372 113.39 112.72 125.29 128.45 126.13 120.40 "068 11178 103.07 11154 '15.23 102,08 110.59 114.41 Pe'cent Chanqe 37 '.6 31 43 23 3.t 2.0 06 07 , 9 -03 3.5 04 26 00 -56 07 -" 82 33 -0.6 83 3.5 ~4 -'007 '008 Year To Date RunnIng 12 Months Jue Jut Aug sep 0" No' oec Jan Feb Ma, Api May Ju' Ju\ Aug sep Oct No, '006 '007 '008 '006 '007 '008 Tr.ls Year 9' 6' 103.26 9757 B048 71 19 6521 4898 4921 6297 7025 6810 7356 8671 9741 102.57 70.62 7049 6142 7425 77 33 7406 72.17 75.22 71.93 last Year 88.48 96.87 96.66 81.53 74.71 63.98 5175 4763 6315 6654 82.66 77.95 91.61 103.26 97.57 80.48 71.19 6521 6934 74.25 77.33 67.27 72.17 75.22 PerCenl Cnanqe 3.' 6.6 09 -, 3 -47 , .9 ·5.4 33 -03 56 176 -56 5.3 -57 5.1 .12.3 -'.0 -58 7 , -4.2 7.3 4.2 -44 -'007 '008 Year To Date Running 12 Months Jun Jul Aug sep Oct No' oec Jao Feb Ma. ApI May Ju, Jot Aug sep OCt Nov '006 '007 '008 '006 '007 2008 This Year 56,040 62,217 62,217 60,210 62.217 60,210 62.217 62.217 56,196 62,217 60,210 £2.217 60,2'0 62,217 62.217 60,210 62.217 60,210 623.912 545,179 670.338 681,820 703,087 732.555 lasl Year 56.040 57.5()8 57.n 56,040 57,908 56,040 57,908 57,908 52,304 57,908 56,040 57,908 56,040 62,217 62.217 60,210 62,217 60,210 623,912 623,912 645,179 681,820 681,820 703,087 Percent Chanqe...00 Jun 7.4 Jul Aug 74 '007 sep 74 Ocl No' 74 oec " Jao Feb 74 Ma. 14 Ap. 74 May 7.4 '008 Ju' 00 Jul 00 Aug 00 sep 00 Oct GO No, 00 '006 3.4 Year To Date '007 39 '008 0.0 '006 31 " Running 12 Months '007 '008 This Year 40.976 50.016 47,378 40,247 40,018 35,125 29,218 31.<158 34730 41,354 36,255 39.234 41,497 48.463 49,828 37.410 39.358 33 769 415.362 432.979 433,376 444,94' 462,279 462.594 Last Year 41.039 45.692 45,030 39,596 39.997 33,071 29.300 28,517 32,653 37,151 40,653 40,045 40,976 SO.D16 47,37S 40,247 40,018 35,125 419,735 415,362 432,979 449,306 444,941 462.279 Percent Change...-02 Jue 95 Jul 52 Au, 16 '007 sep 0' OCI 62 No' -0.3 oec 103 Jao 64 'eb " 3 Ma, 113 Ap, ·2.0 May 13 '008 Ju, -3 , Jul 52 Au, 70 sep 16 Ocl " No, -' a '006 " '007 Year To Date 0.1 '008 1.0 '006 39 Running 12 Months '007 0' '008 Tnls Year 5.133,790 6.424.579 6.070.718 4,845.897 4.429,007 3,926.263 3,047,252 3,061,948 3.538.702 4,37'.007 4100.471 4,576.609 5.221,085 6,060,605 6.361,521 4,252,097 4.385.930 3.697,930 46,327.£35 49,891,293 49,647,905 49,206,451 52,888,134 52.695.157 Last Year 4,958.160 5.609.782 5.597,sa4 4.569.063 4,32'6,093 3,585,604 2,996.641 2,758,298 3,303,' 72 3,853.374 4,632,158 4.514.037 5,133,790 6.424,579 6.070,718 4,845,897 4,429,007 3.926,263 43,260.509 46,327,635 49,891,293 45.864,145 49,206,451 52,888.134 PerCpn1 Chanqe...35 Jun 14.5 Jul 85 Aug 61 '007 sep 24 Ocl 95 No' t7 oec 1,'.0 Jan " 'eb '34 Ma. ·115 Ap, 14 May 17 '008 Ju' 57 Jut 51 Aug -123 sep -, 0 0" 58 Nov r 7.7 -0.5 7.3 75 -04 Census P'ops 27 28 28 28 28 28 28 28 28 28 28 28 28 28 28 28 " 28 Census Rooms 1868 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 ""C Roorrs P<!rlCioanls 79' 706 806 806 780 806 8G6 806 806 806 819 81.9 800 784 803 803 803 "8 A blan~ ro\,>, mdlcales mSu"!ICI€fl1 data SMITH TRAVEL RESEARCH Tab 3 -Response San Luis Obispo, CA City of San LUIs Obispo For the Month ot November 2008 2006 2007 2008 STR Chg in Code Name of Establishment City & State Zip Code Aff Date Open Date Rooms Rms JFMAM J A SON 0 F M A M J A SON 0 F M A M J J A S 0 NO 26014 Apple Fanm Inn &Trellis Court San Luis Obispo, CA 93401 Aug 1968 Aug 1968 104 o 0 Co 2106 Best Western Somerset Inn San LUIs Obispo. CA 93401 Jun 1962 Jun 1962 39 11906 Comfort Inn &Suites Lamplighter 34916 Days Inn San Luis Obispo 25325 Holiday Inn Express San Luis Obispo San Luis Obispo, CA San Luis ObiSPO, CA San Luis Obispo, CA 93401 93401 93401 Jun 2003 Aug 1997 May 1994 Aug 1997 Jun 1978 77 75 100 y y ....... • • • a 0 • • • • • ....... 26810 La Cuesta inn San Luis Obispo, CA 93401 Jun 1985 Jun 1985 72 3977 Peach Tree Inn San Luis Obispo, CA 93401 Jun 1957 Jun 1957 37 43906 Petit Soleil San Luis Obispo, CA 93401 15 21216 Quality Suites San Luis Obispo San Luis ObiSPO, CA 93401 Nov 1986 Nov 1986 138 44522 San LUIS Creek Lodge San Luis Obispo, CA 93401 Aug 2002 Aug 2002 25 19674 Sands Suites &Motel 26511 Super 8 San LUIS Obispo San Luis Obispo, CA San Luis Obispo, CA 93401 93401 Jun 1985 Feb 1989 Jun 1985 Feb 1989 70 49 .... o 0 0 0 0 o 0 0 c 7247 Travelodge San Luis Obispo San Luis Obispo, CA 93401 Jun 1960 Jun 1960 39 27870 Travelodge San LUIS Obispo Downtown 21781 Americas Best Value Inn San Luis ObiSpo San Luis Obispo, CA San Luis Obispo, CA 93401 93405 May 1998 Ju12008 Apr 1986 51 32 .... ..... 2105 Best Western Royal Oak Hotel San Luis Obispo, CA 93405 Jun 1978 Jun 1971 99 56038 Courtyard San Luis Obispo San Luis Obispo, CA 93405 Jul2oo7 Jul2oo7 139 26042 Embassy Suites San Luis Obispo San LUIS Obispo, CA 93405 May 1995 Dec 1986 195 11905 Homestead Motel San Luis Obispo, CA 93405 Jun 1971 Jun 1971 18 11907 Madonna Inn 6333 Motel 6 San Luis Obispo North San Luis Obispo, CA San Luis Obispo, CA 93405 93405 Jun 1958 Mar 1973 Jun 1958 Mar 1973 109 86 ... .... 28341 Motel 6 San Luis Obispo South San Luis Obispo, CA 93405 Aug 1992 Mar 1988 117 2104 Ramada Olive Tree San Luis Obispo, CA 93405 Apr 2002 Jun 1964 61 y 11903 Rodeway Inn San Luis Obispo San Luis Obispo, CA 93405 Apr 2008 27 2899 Rose Garden Inn San Luis Obispo, CA 93405 Jan 1998 Jun 1971 64 11902 San Luis Inn San Luis Obispo, CA 93405 35 27871 Sycamore Mineral Spgs Resort San Luis Obispo, CA 93405 Jun 1935 Jun 1935 74 y o 0 0 0 ,) 0 0 0 0 0 a 0 0 0 coo 0 0 000000000000000 10397 Vagabond Inn San Luis Obispo San Luis Obispo, CA 93405 Nov 1968 Nov 1968 60 Total Properties 28 2007 o -Monthly data received by STR • -Monthly and daily data received by STR Blank -No data received by STR Y -(Chg in Rms) Property has expenenced a room addition or drop during the time period of the report A blank row Indicates Insufficient data SMITH TRAVEL RESEARCH SUNGARD PENTAMATION DATE: 01/09/09 TIME: 09: 13 : 14 -FUND ACCOUNTING V4.1 CITY OF SAN LUIS OBISPO EXPENDITURE STATUS REPORT PAGE NUMBER: EXPSTAll 1 SELECTION CRITERIA: ACCOUNTING PERIOD: expledgr.key orgn='11300' 7/09 - 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-100 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 181,701.32 209,700.00 391,401. 32 .00 .00 .00 105,195.26 109,093.04 214,288.30 74,906.06 100,574.96 175,481.02 1,600.00 32.00 1,632.00 99.12 99.98 99.58 TOTAL CONTRACT SERVICES 391,401.32 .00 214,288.30 175,481.02 1,632.00 99.58 7455 COMMISSION & COMM MTGS TOTAL TRAVEL. MEETINGS & DUES 1,000.00 1,000.00 .00 .00 .00 .00 157.32 157.32 842.68 842.68 15.73 15.73 TOTAL OTHER OPERATING EXPEND 1,000.00 .00 .00 157.32 842.68 15.73 TOTAL COMMUNITY PROMOTION 392,401.32 .00 214,288.30 175,638.34 2,474.68 99.37 TOTAL COMMUNITY DEVELOPMENT 392,401. 32 .00 214,288.30 175,638.34 2,474.68 99.37 TOTAL GENERAL FUND 392,401.32 .00 214,288.30 175,638.34 2,474.68 99.37 TOTAL REPORT 392,401.32 .00 214,288.30 175,638.34 2,474.68 99.37 January 2009 Date: 01114/09 To: PCC Members, Brigitte Elke From: Verdin Marketing Ink Subject: Advertising Contract Activities for December 2008 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 December 2008. Sec. Objective Action Results 1 Assist in implementing the City's Tourism Marketing Plan Goals and Objectives I.I Maintain and improve upon strategic Collaboration with Festival Mozaic, Garden's Inclusion of information and links to area alliance alliances Kitchen, Performing Arts Center, Sierra Club, websites from e-newsletter; outreach to the PAC SLO Bike Coalition, SLO Botanical Garden, for enhanced collaboration SLO County VCB/Airport, 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 II % and Traffic from Google increased by II %. Yahoo Yahoo Search Marketing spend decreased by traffic decreased by 13%, consistent with 14%. adspends. 3.4 Explore cooperative advertising No co-ops placed in December opportunities 3.5 Advertising budget management 56% of annual (2008-09) budget has been spent 3.6 Advertising and consumer relations services Hard Copy Visitors Guide completed 927 sent 3.7 Work with the Marketing Subcommittee Met 12116 Decision to spend 50% ($12,000) of money originally allocated for fulfillment piece purchase Objective Results 4 Sec. Action Consumer Relations 4.1 Provide "direct marketing" services to Randomly selected a new winner from the Notified winner, requested response by 1131 consumers survey submissions Keywords for niche markets are being refined as 5,453 total click thrus (2% decrease over Nov.) to the region (collaborate with PR Contractor 4.2 Develop targeted themes to attract consumers the AD Words campaign continues. 2% conversion rate maintained and PCC Marketing Subcommittee) 7% decrease in referral traffic (over November) throu,gh Google to enhance niche site visibility 4.3 Pursue other targeted niche opportunities Research underway to use targeted partner sites Searched all 2008 GIA recipient event listings Included GIA events in e-newsletter (See section oriented email, electronic newsletters and 4.4 Use local events and amenities in consumer 1.1 for complete list) other web-based promotional opportunities for inclusion in December e-newsletter 4.5 Pursue focused promotional opportunities with local orgs to reach target audience 4.6 Ongoing compilation of events to highlight in e-December e-newsletter sent I 1/26 events and new visitor opportunities to e- Monthly, send e-newsletter promoting city 23,246 sent database, Provide copies to all city lodging newsletter. 3,033 opened properties and encourage its use by visitors. 13% open rate Make a copy available to the Chamber for 17% click thru rate (link summary: Attachment I) placement on visitslo.com *click-thrus likely higher than indicated Plans to include United SLO flight information in in defined feeder markets 4.7 Explore other direct marketing opportunities Collaboration with SLO CoC to support January e-newsletter 5 advertising efforts with United Airlines Provide advertising fulfillment services in response to requests for materials 5.1 Subcontracted out to the Chamber of 927 requests submitted to the Chamber, 117% Commerce increase from November. Direct consumers to the website for fulfillment All ads include web address/landing page 372 people opted into the e-newsletter as well as development of the electronic 5.2 directing to a page with an option to subscribe database to the newsletter and get a visitor's guide Provide written reports on advertising activities to the City Administration Department to be included in the PCC meeting packets. 6 Quarterly Report Contractor Presentation: 03111109 Next report: 2111/09 6.1 Attachment 1 December E-Newsletter Link response click thru rates Link Click Count Whale Watching 193 Hearst Castle Decorated Tours 73 Restaurant Month 58 Hiking Trails 28 B ike Happening 27 Italian Holiday Dinner -Cafe Roma 27 Holiday in the Vineyards -Baileyana 15 Nutcracker 14 Holiday in the Vineyards -Sextant 14 Holiday in the Vineyards -Claiborne & Churchill 12 Bike Ride Calendar 10 Ranger-Led Hikes 10 Wine Tasting Map 9 Sugar Plum Tea Party 8 Holiday in the Vineyards -Tangent 7 Bike Happening -Block 7 SLO Bike Coalition 5 Wine Tasting 3 Trail Work Days 1 TOTAL 521* * Due to a malfunction in the tracking system, this month's click thru totals are estimated to be 150-200 clicks higher than indicated. .-)1' 'J1o~, I l\IS ( 11S.Ir, Sdll """" Commerce~Cht:lnlhl:l or .' Report to City of SLO PCC/December 2008 Sec. Objective Action Results 1 Assist in implementing City Tourism Marketing Goals and Objectives 1.1 Continue to maintain and improve upon Strategic Alliances. Have begun working with APCD on a Car Free website and program. Had first meeting with Chamber and APCD and now will be meeting with group. Meet with Stacie Jacobs in Paso to find out what they are doing in terms on PR for the wine country alliance. Planned promotional event for new air service with SLO Airport Marketing Group also continue to meet with group regarding future marketing of the airport and air service. Event was 12/18 and had great media coverage. 1.2 Collaborate with other contractors Meeting every month Worked with Dave K and other community groups on Airport Marketing and Promotional event. Meet with VMI about improvements to website and adv fulfillment. Discussed improvements to content. 2.0 Use of City's Brand Will be promoting City brand though Car Free promotions and website. Promoted City Brand through promotional event at airport for new Phoenix flight. 3 Focus on Public Relations Efforts 3.1 Utilize targeted themes Next quarterly theme-outdoors. Finished sending information to Lifestyle publications throughou t CA. Wrote Culinary release and set out to over 50 media outlets. 3.2 Provide information to travel/assignment editors Working with C Magazine to provide images and material for article in March issue about SLO. Submitted info to be included on route guide by state for Tour of CA 2009. 3.3 Target various niche interests Targeted Cultural San Luis Obispo and lifestyle publications. 3.4 Maintain and improve strategic alliances through special events Working with Culinary Carnival on promoting the event in SLO. 4 Media Relations 4.1 Aggressively maintain and develop relationships with travel writers/editors Hosted radio host from Switzerland for a radio segment about San Luis Obispo. He toured Madonna Inn, City of SLO and Hearst Castle. 4.2 Target specific media markets Working on outdoor publications Finished culinary 4.3 Respond timely to media requests Ongoing. 4.4 Primary host of press trips Beginning planning next press trip to focus on Cultural San Luis Obispo and will plan for early 2009. 4.5 Media Relations Goals 4.5.1 30 domestic press visits (6/30) Hosted radio host from Switzerland in SLO-toured City, Hearst Castle and Madonna Inn. 4.5.2 8 magazine articles (2/8) 4.5.3 24 newspaper articles (4/24) 4.5.4 24 general media coverage (calendars) Continue to send events to calendars (105/24) Worked on adding Culinary Carnival to calendars. 4.5.5 12 articles or info updates to electronic media (8/12) Sent info to traveltowellness.com 4.5.6 Two broadcast events (1/2) 4.5.7 Top 20 guide books-solicit coverage CA Food Adventures Book-coverage on SLO restaurants, events and locally grown food. 5 Specific Public Relations Efforts 5.1 Develop Story Ideas 5.2 12 press releasesl 4 "What's New" (7/12) Working on release for Culinary Carnival-will be going out next week. 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 making improvements and uploading new releases and new photos. 6.5 Media Kitty report Will be sending out eblast on 1/20 about Culinary SLO-will include Culinary Carnival info. Continue to add events and press releases about SLO. Added Culinary Carnival. 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 reports this month. I .. Sail Luis O~,isp[1 Charnbt'r 01-Comnwrct' www.VisitSLO.com Web Site Activity December 2008 Dec '08 Nov '08 Dec '07 # of distinct visits/sessions: 37A55 32,463 23,318 # of total pageviews: 173,925 167,181 114,234 A vg. sessions per day: 1,212.53 1,082.10 752.19 A vg. pageviews per session: 4.64 5.14 4.89 A vg. length of time on site: 05:02 05:16 05:56 Graph is # of sessions/distinct visits over a one-year period. Top three most viewed pages: Dec '08 Nov'08 Dec '07 Lodging: 540 1,003 727 Activities: 457 557 246 Wine Tasting: 280 298 n/a Number of Hours expended: 37hrs Calendar lnputting-26 hrs Updating/Changes/Additions-II hrs I San Luis Obispo ChcHllber of Comnlerce Visitor Center Contract December 2008 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/Ad vertisement HelloSLO.com/Advertisement SLOEasy .com/Ad vertisement 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 Dec. 08 5,318 86 73 12 677 59 49 162 958 Nov. 08 Dec. 07 5,202 5,271 76 94 24 43 135 16 30 1 32 244 146 22 14 104 119 131 489 323 15,318 14,360 5, 186 15,318 14,360 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER DECEMBER 2008 PEOPLE COUNT DAY DATE PEOPLE DAY COUNT Thursday 4 251 Friday 5 224 Saturday 6 197 Thursday 11 250 Friday 12 287 Saturday 13 202 Thursday 18 231 Friday 19 194 Saturday 20 201 Thursday 25 Closed Friday 26 261 Saturday 27 217 Total 2515 PEOPLE EVENING COUNT 32 13 22 60 53 27 36 19 35 Closed 34 29 360 CALENDAR OF EVENTS Total number of events in December calendar: 98 Total number of events inputted as of 01/01/2008: 882 Number of Events inputted during this month: 83 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER DECEMBER 2008 VISITOR RELATED EMAIL & PHONE CALL REPORT DAY DATE PHONE CALLS EMAIL I Monday 1 21 o II Tuesday 2 18 3 Wednesday 3 33 11 Thursday 4 38 8 Friday 5 52 12 Saturday 6 17 5 Sunday 7 20 2 Monday 8 22 1 3Tuesday 9 15 Wednesday 10 31 12 Thursday 11 43 9 Friday 12 45 16 Saturday 13 38 5 Sunday 14 10 2 Monday 15 17 0 Tuesday 16 22 11 Wednesday 17 34 5 ;; 2 Thursday 18 ~I Friday 19 22 Saturday 20 11 2 Sunday 21 16 6 Monday 22 23 0 1 Tuesday 23 25 Wednesday 24 27 1" Closed for Christmas Thursday 25 Closed for Christmas Friday 26 32 5 2 U 13 Saturday 27 16 Sunday 28 21 Monday 29 25 Tuesday 30 29 Wednesday 31 24 4 Total 784 162 San Luis Obispo County Visitors & Conference Bureau SLO PCC Report -December 2008 Section Objective Action Results 1.1 Partnering with SLO Vintners; Cal Poly; Arts community Festival Mozaic took ad in January '09 "eSpecial". 2 eNewsletters in Dec mentioned SLO City Events (Craft j\rt Market, Christmas in Plaza, Carousel) & Restaurant Month 13 clicks on festival Mozaic "eSpecial" ad so far. Total of 108 clicks to website Calendar from eNewsletters, 40 clicks to Restaurant month pave from eNewsletters 2.0 Use of City's Brand City's brand is located on City's page on SLOCVCB website 3.0 Visitor Info for conference/group attendees 4.1 Info Requests Responded to phone, reader response card, website requests 769 guides sent, 173 e-guide requests, 876 total ad responses. YTD: 6,695 guides, 1,291 e- guides and 7,073 ad responses 4.2 Info Contact & Referrals Phone and website referrals 6,263 referrals to SLO City member sites. YTD: 56,379 4.3 Special Events & Cultural Offerings Website contains 281 separate events of SLO-Cit:y only events at end of Dec.; Updated events to 2009. SLO Little Theatre & many PAC events listed in "This Week in SLO County". Generated county wide print version of "Calendar of Events" and distributed to all Chambers of Commerce in County & posted to website. 1,646 referrals to SLO events. YTD: 9,691 "This Week in SLO" distributed to 795 member contacts each week. Print version will be printed by the Chambers in the multi- thousands over the year 4.4 Newsletters 2 eNewsletters in Dec mentioned SLO City Events (Craft Art Market, Christmas in Plaza, Carousel) & Restaurant Month Total of 108 clicks to website Calendar, 40 clicks to Restaurant month page from eNewsletter 5.1 Increase group business Buy related Google adwords (Meet + Weddings) Ad in Bridal Magazine (Nov. Issue) 672 clicks on related Google ads 107 Guide Requests from Bridal Magazine 5.2 Represent City at trade shows Registered to attend "Go West" in January 2009 5.3 Work with Individual prospects to Coordinate Conferences 4 group leads sent out to members for an estimated economic impact of $8,378.86 YTD: 49 leads with an estimated economic impact of $676,012.00. 5.4 Promote PAC; Damon Garcia; other Encourage P,-\C to load 2008-2009 events Mentioned 5 PAC Events in "This Week" 6.1 Coordinate with city's AD and PR contractors Held monthly collaboration meetings/phone calls with SLO Chamber and Verdin Marketing Ink. 6.2 Market region as destination Execution of Marketing Plan -Focus on Niche Markets. Restaurant Month in Dec. Bakersfield Californian & fresno Bee, and LA Times "Travel Unraveled" Ne,vsletter. 11 SLO City restaurants and 6 wineries now enrolled. 264 Clicks to LA Times December Landing Page. 6.3 Develop appropriate materials (website, contests, ads) Developed and received printed collateral for "Restaurant Month" event: poster, flyers, buttons. Collateral now distributed, article on local ;\IPR Radio show, New Times & TravelHost. Cpdated Website 2009 Calendar of Events (1000+ events in all) 6.4 Distribute a minimum of 6 topical City press releases per year Most releases planned for 2009 release. Press Releases: • T/isit Hearst Castle Atop tbe Endlanted Hill press release distributed to media on December 8. • Birds ola Featber llJill be FlockilZg to MolTO Bqy press release distributed to media on December 19. • Wrote draft of It Takes aT/illa/!/ Arroyo Grande press release. [6.5 1~Completed Press Visit • Dcccmb" 26-27 -Mm Mom' M"on, Ed;tN;,1 D;cc,OoC, E",nhdl& Am"i," M,",,;nc (lln;tcd K;ngdom). S"y,d o"m;ght m Cambria and took Hearst Castle tour. 1(;6 Fall/Winter, 2008 issue of Visitor Magazine Produce electronic and print visitors guide Working on Spring/Summer 2009 -will focus is on cultural tourism; SLO Mission on emphasize Summer Fun & Value. Cover; Feature Stories on Open Studios and SLO Mission 6.7 Attending "Go West Summit" in January 2009 shows Attend various media/leisure/group trade 7.0 Serve as Film Commission Handle inquiries to Film Commission Responded to 2 leads of interest Attend Trade Shows "LA411" Reference Manual for Film Business used photo of SLO City and interview mentioning city. Committed to attending "Location Scout" Show in February 8.0 MontWy Reports Content 8.2 Summary of web stats Total Visits: 64,079 for the month Total visits YTD: 489,363 Avg. Visits/Day: 2,067 Total CTs to all members YTD: 183,256 Avg. Page Views/Visit: 7.66 ~J Total CTs to SLO Members: 62,066 Click Thrus (CT) to all Members: 19,381 SLO Calendar CTs 't'TD-8,045 Click Thrus (Cn to SLO Members: 5 687 2 8.3 I Summan' of PR Efforts press Contacts • Alison Wood, Travel Writer, The Globe and 1I1ail (Canada). Provided Alison with information about popular running routes in SLO County and scheduled runs and triathlons. Also, suggested places to stay and provided her with SLO County fact sheet. • Jessica Koslow, Editor-in-Chief, Campus Circle. Assisted her in finding possible lodging for planned press visit to Avila Beach in February 2009. • Kathy Leong, Freelance Travel Writer. Provided Kathy with contacts in Paso Robles for story she is working on about mother/daughter businesses. • Joe Zentner, Freelance Travel Writer. Provided Joe with information about popular SLO County surfing locations and how to download images off Web site. • Carly Milne, Contributor, Examiner.com. Provided Carly with information about girlfriend getaway packages in SLO County. • Janet Fullwood, Freelance Travel Writer. Discussed Restaurant Month press trip and other story ideas. • Denise Santoyo, Managing Editor, A1otorHome Magazine. Requested image of Hearst Castle as a result of press release that SLOCVCB distributed. Referred request to Hoyt Fields at Hearst Castle. • Lora Finnegan, Freelance Travel Writer. Requested image of Hearst Castle for her blog California Tral)e! Girl-as a result of the press release distributed by SLOCVCB. Referred request to Hoyt Fields at Hearst Castle. • Zak Estrada, Reporter, Pacific Coast Busine.rs Times. Wanted information about Hearst Castle's 50 th Anniversary and I referred him to Dan Eller and Jim Allen. • Avital Binshtock, Calendar Columnist, Los Angeles Times. Requested image of Morro Bay Winter Bird Festival as a result of press release that SLOCVCB distributed. Referred request to Katy Budge, Publicity, Morro Bay Winter Bird Festival. • Ann Tatko-Peterson, Travel Editor, Contra Costa Times. Unable to participate in Restaurant Month press trip, but wanted to publicize Restaurant Month in Travel Section. Sent another copy of Restaurant Month press release to Ann. • Bob Ehlert, Editor, "Outbound" Section, The Sacramento Bee. Sent copy of 2009 Morro Bay Winter Bird Festival press release with cover note. • Rita Blomster, Editor, "Explore" Section, The Sacramento Bee. Sent copy of 2009 Morro Bay Winter Bird Festival press release with cover note. • Russ Parsons, Travel Writer, Los Angeles Times. Sent copy of 2009 Morro Bay \Xlinter Bird Festival press release with cover note. • Ed Zieralski, Outdoors Writer, San Diego Union-Tribune. Sent copy of 2009 Morro Bay Winter Bird Festival press release with cover note. • Tom Stienstra, Outdoors Writer, Jan Fraflcisco Chronicle. Sent copy of 2009 Morro Bay Winter Bird Festival press release with cover note. • Gan' Warner, Travel Editor, Orange County Register. Sent copy of 2009 Morro Bay Winter Bird Festival press release with cover note. • Ann Tatko-Peterson, Travel Editor, Contra Costa Times. Sent copy of 2009 Morro Bay Winter Bird Festival press release with cover note. • Linda Zavoral, Travel Editor, Satl Jose Mercury l\"ews. Sent copy of 2009 Morro Bay Winter Bird Festival press release with cover note. • Bill Becher, Outdoor Writer. Sent copy of 2009 Morro Bay Winter Bird Festival press release with cover note. California Travel and Tourism Commission • Submitted items about Sycamore Mineral Springs Resort and River Oaks Hot Springs Spa for "Off the Beaten Path Spa/Beauty Options" ston ideas. • CIlIt,ltl1)' Trat1e! Press Release. Submitted information about the 2009 Restaurant Month in SLO Countv. 3 Coverage • December 3, 2008 -Family Travel Forum. Monthly online magazine (\vww.famtlytravelforum.com) featured article about San Luis Obispo by Mel and Ronnie Greenberg. Words: 1,092. Reach: 1.3 million hits and 450,000 page views to more than 100,000 families worldwide. • December 19,2008 -Valley Scene Magazine. "Great Escapes" section featured an article about San Luis Obispo by Mel and Ronnie Greenberg, Travel Editors. San Luis Obispo feature also appeared online at www VallcySccncMagazjnc com. Magazine seryes San Fernando, Simi and Conejo Valleys. Words: 897. Circulation: 100,000. • December 19, 200S -Pacific Coast Business Times. Feature -"Hearst Castle to Celebrate 50 Th Anniversary" by Zak Estrada resulted from Hearst Castle press release distributed by SLOCVCB. Pacific Coast Business Times is a weekly business journal serying Ventura, Santa Barbara and San Luis Obispo Counties. Words: 627. Readership: 10,000. • December 28, 2008 -Contra Costa Times. News item in "Signposts" column of Travel Section -"Eat up in San Luis Obispo County" -about Restaurant Month. Words: 94. Circulation: 180,440. • December 28, 2008 -Marin IndependentJoumal. News item in "Signposts" column of Travel Section -"Eat up in San Luis Obispo County" -about Restaurant Month. Words: 94. Circulation: 34,845. Pending Coverage • Sunset Magazine, 8-page feature about southern portion of SLO County by Matt Jaffe to appear in future issue. (l\ote: Atalt Jaffe is no longer !JJith Sunset and 1 am tryil~~ tofind out I/and when the S1 D CoulIlJ,/eature is scheduled to mn) • Sunsel Magazine (Southern California Edition), story by Lora J. Finnegan about Green Acres Lavender Farm scheduled to appear in future Issue. • Cood1~/e Magazine (Canada). Cambria and Hearst Castle to be included in feature about travel between San Francisco and LA by Brenda McMillan in January, February or March 2009 issue. G'oodI 4e Magazine is a bi-monthly lifestyle magazine with a circulation of approximately 120,000. Other • At request of Sarah Gomez, reviewed 'Wine and food packages being submitted for SLO County for CTTC Web site associated with winter release of Bottle Shock DVD. I Jp Next -January 2009 • Submitting drafts of SID International Film Festival, Bike Friendly Community -SLO, and Special Events Venues -Atascadero press releases to SLOCVCB for review and distribution. 4 8.4 Summary of advertising placements Fresno Bee (12/14) & Bakersfield Californian (12/21) co-op pages; LaTimes.com "Travel Unravalled" eNeweletter ad Restaurant Month ad mentioned. Guide requests, website visits 265 Clicks from LATime s.com to Landing Page 8.5 City specific AD & PR efforts 8.6 Media placement reports (per PR Trak service) Report attached 5 December 2008 San Luis Obispo County Word Media Publicity CirculationlMarket Category 1Domain Media Source 1 SubDomain Date Time 1 Color 1 Location Min: Sec Inches PR TN MP )(Count Value Value Impressions SAN LUIS OBISPO COUNTY ALL PR Magazine Travel Meetings West 12/01/08 4-Color 9000 0 0 0 12,689.10 1 12,689.10 31,022 "California Cool -San Luis Obispo, Santa Barbara and Ventura counties are happenin' oceanfront hamlets" by Dana Enfinger Subtotals -Magazine: 1 O' 0 90.00 a a 0 a 12,689.10 12,689.10 31,022 Newspaper Newspapers Pacific Coast Business Times 12/19/08 Color 627 0 0 a 0.00 1 000 a "Hearst Castle Celebrates 50th Anniversary" by Zak Estrada. Newspapers Pacific Coast Business Times 12/19/08 Color 627 a a 0 0.00 1 0.00 a "Hearst Castle Celebrates 50th Anniversary" by Zak Estrada. Subtotals -Newspaper: 2 O' 0 0.00 1,254 a 0 0 0.00 0.00 a Subtotals -ALL PR: 3 0.0 90.00 1,254 0 a 0 12,689.10 12,689.10 31,022 Subtotals -SAN LUIS OBISPO COUNTY: 3 0: 0 90.00 1,254 a 0 0 12,689.10 12,689.10 31,022 Total Placements: 3 O. a 90.00 1,254 a 0 0 12,68910 12,689.10 31,022Report 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 SRDS. Some advertising cost estimates contained in this publication are copyrighted by and proprietary to SRDS. Portions Copyright 1999-2007 ANR. Some advertising cost estimates contained in this publication are copyrighted by and proprietary to ANR. Portions Copyright 1998-2007 SQAD Inc Some advertising cost estimates contained in this publication are copyrighted by and proprietary to SQAD Inc. Portions Copyright 2007 Burrelle's Information Services, Inc. Some advertising cost estimates contained in this publication are copyrighted by and proprietary to Burrelle's. Portions Copyright 1998-2007 PRtrak, a wholly-owned subsidiary of SDI. Some advertising cost estimates contained in this publication are copyrighted by and proprietary to PRtrakiSDI. 01/07/09 12/01/08 Page: 1