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Home My WebLink About03-11-2009 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, March 11, 2009 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Goals of the City of San LU1S Obispo Promotional Coordmatmg 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 Cl Minutes of the Meeting of February 11, 2009 C2 Minutes of the Special Meeting of February 26, 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 CS 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 pee when necessary regarding contract fulfillment. 1. QUARTERLY REPORT -VERDIN MARKETING, INK. 30 min I BUSINESS ITEMS 1. GIA -SCHEDULE FOR 2009-10 GRANT CYCLE 30 min IPCC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. MARKETING SUBCOMMITTEE REPORT 5 min 3. TBID BOARD REPORT 5 min IPCC COMMUNICATIONS At this time Committee members make announcements, report on activities, refer to staff issues for study and report back to the Committee at a subsequent meeting. ADJOURN. Promotional Coordinating Committee Minutes Wednesday, February 11, 2009 DRAFT 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, Nicklas, Kinney 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 PRESENTATIONS 1. DOWNTOWN ASSOCIATION -DEBORAH CASH Deborah Cash, Executive Director of the Downtown Association, introduced the new association structure to the PCC and provided the committee with a copy of the association's recommendations for 2009-11 to Council. She reiterated that they are still in the process of formulating their work program and budget for the upcoming year. The economic downturn has changed their focus and they are concentrating on helping their members to stay in business. However, some of the recommendations to Council were: 1. Security 2. Street lights -Deborah thinks that she could seek donations successfully 3. Sidewalk scrubbing - at least keep status quo and don't reduce current frequency 4. Tree Trimming They are working on new banners and holiday events for 2009-10. They hope to develop a program to vitalize evening and night activities believing that this time of day offers opportunity for growth. The daytime business is maxed out and there is little turn over from a business perspective. 2. QUARTERLY REPORT -VISITORS AND CONFERENCE BUREAU Dave Kastner gave an overview on the past three months. The VCB placed ads in Sunset Magazine and the California Visitors GUide, as well as online ads on LATimes.com from November through January. They've just ended the second Restaurant Month in the County with much success. Ten more restaurants participated and all are reporting great sales. Some restaurants consider continuing the offer into February since the menu was so popular. VCB staff continues to send the online newsletter "This week in SLO County" to over 11,000 users and they are constantly working on website upgrades. BUSINESS ITEMS 1. GIA -REVIEW SUBCOMMITTEE PROPOSAL FOR CHANGES TO THE PROGRAM The subcommittee members reported on their subcommittee meeting of February 2, 2009. In that meeting the subcommittee looked at possibly establishing tiers for the GIA program to create more collaboration between the PCC and the applicants and to gain more bene'fits for City tourism. After review of the subcommittee's recommendation, the PCC opted to recommend only three tiers and eliminate the top tier discussed by the subcommittee. The selected tiers were: 1. up to $3,000 2. $3,001 to $7,500 3. $7,501 to $12,000 ACTION: Moved by T. Conner/Kinney to recommend a tiered structure for GIA to Council, adopting three different tiers as discussed. Motion carried 6:0 2. CONTINUE DISCUSSION FROM ANNUAL RETREAT The committee continued the discussion started at the annual retreat with the goal to develop budget recommendation to Council. The discussion was based on the decision made during the retreat to concentrate the PCC's efforts on internal marketing. After thorough discussion, the committee had narrowed the possible scope to signage, OpenSpace, Visitor Center, Website, PR & Event Promotion, ShopSLO/DineSLO, GIA, and regional promotion. ACTION: Moved by T. Conner/Babb to call a special meeting on February 26, 2009 to finalize recommendations to Council. Motion carried 6:0 Staff will send out the discussed items to all members before the meeting. PCC LIAISON REPORTS No liaison reports were given. The meeting adjourned at 8:05 pm. Promotional Coordinating Committee Special Meeting Minutes Wednesday, February 26, 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, Nicklas, Kinney STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment. BUSINESS ITEMS 1. CONTINUE BUDGET RECOMMENDATION FOR 2009-11 FINANCIAL PLAN The committee continued its discussion regarding the community promotions program to be considered by Council for the 2009-11 financial plan. Based on the discussion during the February regular committee meeting, the contractors presented some preliminary thoughts on the various program components the committee wished to bring forward. The following allocations were approved for recommendation to Council: 2009-10 2010-11 Directional Sign Program $ 25,000 $ 50,000 Open Space Signage $ 22,500 $ 15,000 Visitor Center & Website $103,500 $103,500 Event Promotion & PR $103,300 $103,300 Enhanced & Regional Promotion $ 50,000 $ 50,000 ShopSLO/DineSLO $ 50,000 $ 50,000 Total $354,300 $371,800 ACTION: Moved by Kinney/Babb to recommend a General Fund allocation for the Community Promotions program of $354,300 in 2009-11 and $371,800 in 2010 11 to Council. Motion carried 6:0 2. DIRECTIONAL SIGNAGE PROGRAM STUDY The committee discussed the use of $8,000 in left over GIA funding and $5,000 remaining in promotions (from an allocation returned to the City) to be used for the study phase of the directional signage program. This would allow the study to be commissioned in this fiscal year. ACTION: Moved by NicklasfT.Conner to utilize the left over funding for the study phase of the directional signage program Motion carried 5:0 With the committees consent, this item was discussed first. One member of the committee arrived after the vote. Meeting adjourned at 7:40 pm. Tab 2 -Trend San Luis Obispo, CA Crt)' (It $all lUIs Ot!ISp:J For the f/w)flth ot January 2009 Monthly Percent Change Overall Percent Change 10 0.0 -1,0 -2.0 -5 -3.0 -10 15 -4.0 -20 ·5.0 Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Year To Date Running 12 Months -+-Occupancy -ADR ---RevPAR III Occupancy III ADR III RevPAR ....Au, Sop 2007 0<1 No, Oec Jan Feb Mar Apr May Jun 2008 Jul Aug sep OCI No' Oec 2009 Jan 2007 Year To Date 2008 2009 2007 Running 12 Months 2008 2009 This Year '" 668 643 56.3 47 ' 50.6 618 66.5 602 630 669 779 80.1 621 632 561 447 487 492 506 487 652 65 , 628 Last Year 77.8 70.6 69.1 59.0 50.6 49.2 62.4 641 729 69.2 731 BOA 76.1 66.' 643 583 47.1 SO.6 49.7 49.2 50.6 662 65.2 65.4 Percenl Chanfje 21 -5 , -69 ·1.' -88 27 -10 36 17 , -88 -57 -31 5.2 -71 -17 39 52 37 .j 0 27 37 16 03 -39 -2007 2008 2009 Year To Date Running 12 Months Aug sep 0<1 No' Oec Jan Feb Mar Apr May Jun Jul Aug sep OCI Nov Oec Jan 2007 2008 2009 2007 2008 2009 This Year 12802 12030 11058 111.66 '0402 0606 '0179 105.60 11300 11654 '2572 124.95 127.97 113.57 '1134 1092' 10057 0632 96 60 9696 9632 110.96 114.32 113.59 Last Year 12419 11528 108,05 108.30 102.10 0660 '0103 103.61 113.27 112.62 125.18 128.34 128.02 120.30 110.58 11166 104.02 06_06 9<3' 96.60 9696 102.89 110.96 114.32 Pe'cent Change 31 44 23 31 19 0' 07 19 0.2 35 0' ·2.6 0.0 ·5.6 07 2.2 3.3 -1]7 2' O' "7 7.8 30 -1]6 -2007 2008 2009 Year To Dale Running 12 Months Aug sep 0<1 No' Oec Jan Feb Mar A,. May Jun Jut Aug sep Oc' Nov Oec Jan 2007 2008 2009 2007 2008 2009 fhls Vea' 97 t,7 804' 7111 6514 4901 4902 62.89 7017 6803 7347 8664 97.32 102.47 7055 7042 6125 44.92 4689 4755 4902 4689 723Q 74.72 71.32 Last Vear 06 56 8144 74.62 63.90 51.64 47.55 63.06 66.46 82.56 77.68 91.52 103.16 97.47 80.41 7111 65.14 49.01 49.02 48.92 47.55 4902 68.14 72.30 74.72 Percent Change Og -13 -47 19 ·5.1 31 -1]3 56 ·17 6 57 53 -57 51 -123 -10 -80 -83 -43 , 3 3 , -43 61 33 -46 -2007 2008 2009 Year To Date RunnIng 12 Months Aug Sop OC, No' Oec Jan Feb Ma, A,. May Jun Jut Aug sep OCI Nov Oec Jan 2007 2008 2009 2007 2008 2009 TillS Vear 62155 60.150 62,155 60,150 62,155 62,155 56,140 62,155 60,150 62,155 60 '50 62,155 62,155 60,150 62,155 60,150 62155 62,155 57.846 62,155 62,155 681,090 710,975 731,825 Las1 Year 57.846 55.980 57,846 55,900 57,846 57,846 52,248 57,846 55,980 57.84<3 55,980 62,155 62,15-5 60,150 62,155 60,150 62,155 62,155 57.846 57,846 62,155 681,090 681,090 710,975 Percenl Change 74 74 7A 74 74 7' 7 , 7 , 74 74 74 00 00 00 00 00 00 0.0 00 74 00 00 29 -2007 2008 2009 Year To Date RunnIng 12 Months Aug sep Oct No, Oec Jan Feb Mar Apr May Jun Jul Aug sep OCI Nov Oec Jan 2007 2008 2009 2007 2008 2009 ThiS Vear t,7.32' 40,203 39,974 35.089 29.286 31.424 34,688 41,304 36211 39.188 41454 4<3.409 49,nO 37.366 39,313 33,733 27,764 30.260 28.475 31.424 30.260 443,821 464,707 459.460 Last Vear 44.978 39,549 39.950 33,029 29,254 28.475 32,612 37,105 40,802 40.00' 40,928 49,962 47,321 40,203 39,974 35,089 29.286 31.424 28,768 28,475 31,424 451,059 443,821 404.707 Percen1 Cha nge 52 17 01 62 01 10.4 6 , 113 ·11.3 20 13 31 5.2 -7.1 -'1 39 5.2 37 " 10.4 37 -1.6 , 7 -2007 2008 2009 Year To Date Running 12 Months Aug sep Oct No, Oec Jan Feb Mar Apr May Jun Jul Aug sep Oct No' Oec Ja' 2007 2008 2009 2007 2008 2009 This Year 6.058,210 4,836,392 4.420,143 3,918,088 3,046,368 3,046,956 3,530,821 4.361 656 4,091,867 4,566.827 5211,556 6,048,677 6,369,142 4.243,585 4,377.004 3.683.977 2,792,279 2,914,522 2,750,689 3,046,956 2,914,522 49,245.198 53,127,166 52.191.913 Last vear 5.585,734 4,559,178 4,316,679 3,576,901 2,986,905 2,750,689 3,294,857 3,844,534 4,621.640 4,504,764 5,123228 6,411.988 6.058,210 4.836,392 4,420,143 3.918.088 3,046.368 3,046.956 2.714,' 12 2,750.689 3.046,956 46,408,974 49.245,198 53.12n66 Percellt Change 85 " 2.' 95 20 108 72 13.5 115 14 , 7 ·57 51 -12.3 -J 0 -60 -83 43 13 10. ~3 61 79 18 -2007 2008 2009 Au, Sop 0<1 No' Oec Jan Feb Ma, Apr May Jun Jul Aug Sop 0<1 No' Oec Jan 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 % Rooms Partlclpar"ts 805 805 780 80.5 805 805 .05 .05 819 819 800 784 80.3 80.3 80.3 784 784 784 A blan~ ro ... InOIQltes InsuffiCient (lata SMITH TRAVEL RESEARCH Tab 3 -Response San Luis Obispo, CA City of San Luis Obispo For the Month of January 2009 2001 2008 2009 STR Chg in Code Name of Establishment City & State Zip Code AN Date >Open Date> Hooms Rms F M A M J A SON D J F M A M J A S 0 N.D F M A M J J A SON D 26014 Apple Famn Inn & Trellis Court San Luis Obispo, CA 93401 Aug 1988 Aug 1988 104 2106 Besf Western Somerset Inn San Luis Obispo, CA 93401 Jun 1962 Jun 1962 39 11906 Comfort Inn & Su~es Lamplighter San Luis Obispo, CA 93401 Jun 2003 77 y 34916 Days Inn San Luis ObiSpo 25325 Holiday Inn Express San Luis Obispo San Luis Obispo, CA San Luis Obispo, CA 93401 93401 Aug 1997 May 1994 Aug 1997 Jun 1978 75 100 y ••••••••••••••••• ..... 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 Qual~ 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 Su~es & Motel San Luis Obispo, CA 93401 Jun 1985 Jun 1985 70 26511 Super 8 San Luis ObiSpo :San Luis Obispo, CA 93401 Feb 1989 Feb 1989 49 7247 Travelodge San Luis Obispo San Luis Obispo, CA 93401 Jun 1960 Jun 1960 39 27870 Travelodge San Luis Obispo Downtown San Luis Obispo, CA 93401 May 1998 51 21781 Americas Best Value Inn San Luis Obispo San Luis Obispo, CA 93405 Jul2oo8 Apr 1986 32 2105 Best Wesfern 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 San Luis Obispo, CA 93405 Jun 1958 Jun 1958 109 6333 Motel 6 San Luis Obispo North San Luis Obispo, CA 93405 Mar 1973 Mar 1973 86 28341 Motel 6 San Luis Obispo South San Luis Obispo, CA 93405 Aug 1992 Mar 1988 117 2104 Ramada Olive Tree 11903 Rodeway Inn San Luis Obispo San Luis Obispo, CA San Luis ObiSPO, CA 93405 93405 Apr 2002 Apr 2008 Jun 1964 61 27 y .... 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 72 Y oocooooocooooooooooocoooo 10397 Vagabond Inn San Luis Obispo San Luis Obispo. CA 93405 Nov 1968 Nov 1968 60 Total Properties: 28 2005 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 experienced a room addition or drop during the time period of the report A blank row indicates insufficient dafa SMITH TRAVEL RESEARCH SUNGARD PENTAMATION DATE: 03/05/09 TIME: 10:16:53 -FUND ACCOUNTING V4.1 CITY OF SAN LUIS OBISPO EXPENDITURE STATUS REPORT PAGE NUMBER: EXPSTA11 1 SELECTION CRITERIA: ACCOUNTING PERIOD: exp1edgr.key orgn='11300' 9/09 - 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 90,373.00 77,984.72 168,357.72 84,728.32 131,683.28 216,411. 60 6,600.00 32.00 6,632.00 96.37 99.98 98.31 TOTAL CONTRACT SERVICES 391,401. 32 .00 168,357.72 216,411.60 6,632.00 98.31 7455 COMMISSION & COMM TOTAL TRAVEL. MEETINGS MTGS & DUES 1,000.00 1,000.00 .00 .00 .00 .00 179.35 179.35 820.65 820.65 17.94 17.94 TOTAL OTHER OPERATING EXPEND 1,000.00 .00 .00 179.35 820.65 17.94 TOTAL COMMUNITY PROMOTION 392,401.32 .00 168,357.72 216,590.95 7,452.65 98.10 TOTAL COMMUNITY DEVELOPMENT 392,401. 32 .00 168,357.72 216,590.95 7,452.65 98.10 TOTAL GENERAL Fl~D 392,401.32 .00 168,357.72 216,590.95 7,452.65 98.10 TOTAL REPORT 392,401. 32 .00 168,357.72 216,590.95 7,452.65 98.10 Verdin March 2009 Date: 03/11109 To: PCC Members, Brigitte Elke From: Verdin Marketing Ink Subject: Advertising Contract Activities for February 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 February 2009. Sec. Objective Action Results I Assist in implementing the City's Tourism Marketing Plan Goals and Obiectives 1.1 Maintain and improve upon strategic Collaboration with Garden's Kitchen, Inclusion of information and links to area alliance alliances Performing Arts Center, Sharing the Dream. websites from e-newsletter Sierra Club. SLO Bike Coalition, SLO Botanical Garden, SLO County VCB/Airport, Joined the Community Air Service Marketing SLO International Film Festival, SLO Parks & Group Rec, SLO Symphony, 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 AD words spend decreased by I % and Traffic from Google decreased by II %. Yahoo Yahoo Search Marketing spend decreased by traffic decreased by 7%. consistent with adspends. 3%. 3.4 Explore cooperative advertising No co-ops placed in February opportunities 3.5 Advertising budget management 70% of annual (2008-09) budget has been spent 3.6 Advertising and consumer relations services Hard Copy Visitors Guide completed 788 sent 3.7 Work with the Marketing Subcommittee Did not meet Sec. Objective Action Results 4 Consumer Relations 4.1 Provide "direct marketing" services to Randomly selected a new winner from the Awaiting response from winner consumers survey submissions Survey Follow-up campaign Winners notified, must pick up cards by 4/30/09 4.2 Develop targeted themes to attract consumers Keywords for niche markets are being refined as 6,841 total click thrus (9% decrease over Jan.) to the region (collaborate with PR Contractor the ADWords campaign continues. 2.2% conversion rate attained and PCC Marketing Subcommittee) 4.3 Pursue other targeted niche opportunities Research underway to use targeted partner sites 22% increase in referral traffic (over January) through Google to enhance niche site visibility 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 inclusion in February e-newsletter 1.1 for complete list) other web-based promotional opportunities 4.5 Pursue focused promotional opportunities with Included local attraction/event collateral in Participating attractions: SLO County Children's local orgs to reach target audience fulfillment package for survey campaign Museum, SLO Lodging Properties, SLO Airport PAC, Wine Country Maps, SLO Symphony, Central Coast Outdoors, Hearst Castle, SLO Historical Society, Bike Coalition, Pacific Repertory Opera, San Luis Obispo Art Center, Inc., SLO International Film Festival 4.6 Monthly, send e-newsletter promoting city Ongoing compilation of events to highlight in February e-newsletter sent 1/30 events and new visitor opportunities to e-e-newsletter. 24,160 sent database. Provide copies to all city lodging 3,270 opened properties and encourage its use by visitors. 14% open rate Make a copy available to the Chamber for 29% click thru rate (link summary: Attachment 1) placement on visitslo.com 4.7 Explore other direct marketing opportunities Included US Airways ad in the e-newsletter. Resulted in 55 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 788 requests submitted to the Chamber. 17% Commerce increase from January. 5.2 Direct consumers to the website for fulfillment All ads include web address/landing page 43 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: 6/10/09 Next report: 4/8/09 Attachment 1 February E-Newsletter Link response click thru rates Click Link Count SLO Botanical Gardens Raffle 169 SLO Culinary Carnival 164 Cooking Classes 115 SLO Film Festival 73 Hiking Trails 71 Fitness Hiking Club 58 US Airways Ad 55 Wine Country Map 33 Bike Ride Calendar 30 Claiborne & Churchill Wine Blending Event 28 Wine Tasting 28 Ranger-Led Hikes 20 SLO Symphony Concert 18 Cinderella Ballet Performance 17 Black History Month Celebration 16 Forbes Pipe Organ Concert 13 SLO Bike Coalition 10 Bike Happening 8 Trail Work Days 5 TOTAL 931 , San Luis Obispo Charnber of Cornnlerce Report to City of SLO PCC/February 2009 Sec. Objective Action Results 1 Assist in implementing City Tourism Marketing Goals and Objectives 1.1 Continue to maintain and improve upon Strategic Alliances. Meet with Children's Museum to talk about collaborating more on tourist info. Continued to meet with Car Free group about moving forward on creating website and program. Meet with Festival Mozaic marketing group-helping with ideas to increase visitors. Meet with Open House committee- putting together info page and magnets for Open House packages. 1.2 Collaborate with other contractors Meeting every month Working with Dave K at VCB on airport marketing as well as on Car Free campaign. 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 Next quarterly theme-Culinary. Working on trying to find most used travel websites and update or add content to sites. 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 Working on participating in Open House event. Attended follow up meeting for Culinary Carnival with plans to help next year. 4 Media Relations iHH 4.1 Aggressively maintain and develop relationships with travel writers/editors Working with media on press trip. 4.2 Target specific media markets Targeting culinary and cultural in press trip. 4.3 Respond timely to media requests Ongoing. Worked with National Geographic Kids on a piece about Bubble Gum Alley. Worked with Ronnie Kovach's Fly Fishing expositions on a segment about SLO-sent B-roll and info. Working with Disney Family on trip ideas to SLO. 4.4 Primary host of press trips Posted press trip for Roll Out the Barrels. Have 11 writers corning for trip. Trip will be April 29-May 1st • Itinerary attached. 45 Media Relations Goals 4.5.1 30 domestic press visits (8/30) Hosted Tango Diva-a publication amid at women travelers and family travel. Hosted VeloceToday-doing travel segment on SLO with vintage car angel. 4.5.2 8 magazine articles (5/8) Article appeared in Northside SF magazine. Article is result from last year's press trip. Will have copy. 4.5.3 24 newspaper articles (4/24) 4.5.4 24 general media coverage (calendars) Continue to send events to calendars (157/24) 4.5.5 12 articles or info updates to electronic media (10/12) Tangodiva.com & VeloceToday.com from press visits. 4.5.6 Two broadcast events (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" (9/12) Sent culinary 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 Posted press trip on Media Kitty-Great results! 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 in April. ::i' , S'lIl Luis Obi,!,,, Chdmher of COnlllWrCl' www.VisitSLO.com Web Site Activity February 2009 Feb '09 Jan '09 Feb '08 # of distinct visits/sessions: 48,513 42,986 37,123 # of total pageviews: 223,321 221,910 209,888 A vg. sessions per day: 1,732.60 1,386.64 1,280.10 A vg. pageviews per session: 4.60 5.16 5.65 Avg. length of time on site: 04:15 05:11 04:18 Graph is # of sessions/distinct visits over a one-year period. Top three most viewed pages: Feb '09 Jan'09 Feb '08 Lodging: 781 756 1,286 Activities: 586 525 n/a Wine Tasting: 299 353 n/a Number of Hours expended: 33hrs Calendar lnputting-21 hrs Updating/Changes/Additions-12 hrs I.San Luis O~ispo Chdn1ber ot Commerce Visitor Center Contract February 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/Ad vertisement HelloSLO.com/Advertisement SLOEasy.com/Advertisement SLOGoing.com/Advertisement SLOGetaway.com/Advertisement Phone Line #/Advertisement Phone Line #/Advertisement Saveur Magazine. VCB Coop Ou tsideleadlnfo.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 Feb. 09 4,931 65 76 38 542 40 22 163 9 776 Jan. 09 Feb. 08 5, 107 5, 177 33 76 30 49 107 15 45 2 181 598 504 37 46 33 330 110 487 778 1,530 1,554 778 3,021 3,021 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER FEBRUARY 2009 PEOPLE COUNT DAY DATE PEOPLE DAY COUNT Thursday 5 212 Friday 6 143 Saturday 7 132 Thursday 12 231 Friday 13 219 Saturday 14 122 Thursday 19 197 Friday 20 154 Saturday 21 112 Thursday 26 226 Friday 27 183 Saturday 28 165 Total 1926 PEOPLE EVENING COUNT 26 33 28 32 19 13 27 21 16 38 13 21 287 CALENDAR OF EVENTS Total number of events in February calendar: 81 Total number of events inputted as of 01/01/2009: 203 Number of Events inputted during this month: 97 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER FEBRUARY 2009 VISITOR RELATED EMAIL &PHONE CALL REPORT DAY DATE PHONE CALLS EMAIL Sunday 1 9 0 Monday 2 32 5 Tuesday 3 35 6 Wednesday 4 37 5 Thursday 5 46 7 Friday 6 38 2 Saturday 7 9 0 Sunday 8 13 2 Monday 9 34 7 Tuesday 10 40 7 Wednesday 11 27 9 Thursday 12 43 3 Friday 13 23 2 Saturday 14 23 0 Sunday 15 17 1 Monday 16 19 2 Tuesday 17 21 11 Wednesday 18 14 6 Thursday 19 36 6 Friday 20 29 5 Saturday 21 16 1 Sunday 22 13 3 Monday 23 33 5 Tuesday 24 31 5 Wednesday 25 19 0 Thursday 26 50 3 Friday 27 23 6 Saturday 28 11 1 Total 741 110 San Luis Obispo County Visitors & Conference Bureau SLO PCC Report -February 2009 Section Objective Action Results 1.1 Partnering with SLO Vintners; Cal Poly; Arts community -SLO Vintners placed ad in March '09 "eSpecial." Distributed to 11,000+ people -Promoted SLO Film Festival as upcoming event in February '09 "eSpecial." -SLO Film Festival placed ad in LA Times "Travel Unravelled" banner ad, 100,000 distribution. -Coordinated with PAC to increase ticket sales. -25 clicks (so far) on SLO Vintners March "eSpecial" ad. -70 clicks to Feb Especial Calendar Page -22 clicks to "Travel Unraveled" landing page. -PAC has started to provide weekly flyer of events, to be emailed with "This Week in SLO County". 2.0 Use of City's Brand City's brand is located on City's page on SLOCVCB website -811 visits to SLO City page in February 3.0 Visitor Info for conference/group attendees Participated with California Tourism, at their booth in Paso Robles for "Tour of California" Handed out 320 Destination Guides \\lith SLO Mission on front (Fall/Winter '08-09) 4.1 Info Requests Responded to phone, reader response card, website requests 151 guides sent, 254 e-guide requests, 1085 total ad responses. ¥TD: 1,014 guides, 196 e ~uides and 1,919 ad responses 4.2 Info Contact & Referrals Phone and website referrals 9,096 referrals to SLO City member sites. ¥TD: 17,371 4.3 Special Events & Cultural Offerings Encouraged PAC to create dedicated PDF of their events of the Week. Worked at California Tourism Booth during Tour of California Race events in Paso Robles 1,046 referrals to SLO events. YTD: 3,000 "This Week in SLO" distributed to 795 member contacts each week Now includes PAC Events flyer, starting end of Feb. -Gave out 320 Destination Guides at booth 4.4 Newsletters eSpecials for February promoted "SLO Film Fest" as an upcoming event -70 clicks to Feb Especial Calendar Page 5.1 Increase group business Buy related Google adwords (Meet + Weddings) -830 clicks on related Google ads 5.2 Represent City at Trade Shows -Attended Film Location Scout Reception in LA in February -POW WOW International Travel Show in Ma} in Miami -NTA Travel Show inJune -Applied for "Sunset Magazine" Consumer show in june (pending availability) -Handed out guides and location flyers to dozens of Film Location Scouts. Provided "South County" prize basket for location scout award, including SLO Wines. -Group Leads & Individual Leads gathered at Go West will be distributed to SLOCVCB members in March. 5.3 Work with Individual prospects to Coordinate Conferences 15 group leads sent out to members for an estimated economic impact of$12,101.43 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 nine PAC Events in "This Week in SLO County," as well as emailcd flyers 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. Bakersfield Californian & Fresno Bee full-page ads & latimes.com "Travel Unraveled" Newsletter. -Handed out 320 Destination Guides in Paso Robles during Tour of California Race 6.3 Develop appropriate materials (website, contests, ads) Created new "Wine Coupons" Page (including coupon for Edna Valley Vineyards) posted to website & emailed to members for distribution to visitors -62 downloads of "Wine Coupons" during month; plus emailed to 795 local contacts. 6.4 Distribute a minimum of 6 topical City press releases per year Release on Film Festival distributed to media database in January; "Bike Friendly City" to be distributed early February. Press Releases: -Jan Luis Obispo to RollOut the Red Calpet press release distributed to media on January 29. -Jan Luis Obispo Peddles Itself as a Bike Fn'endly Destination press release to be sent early March -Wrote draft of Ifit's Thursday, it Must be Jan Luis Obispo . ... and the Fanner's Market press release. 6.5 Comoleted Press Visit. Mid Febrary-"Rai Uno" (an Italian News Show) filmed "Bubble Gum Alley" in downtown SLO as part of a Central Coast news feature (also filmed Hearst Castle). Stayed at Quality Suites in SLO. Feb 21 -Sheryll Alexander (Autroplis.com) visited SLO / South County wine country 6.6 Produce electronic and print visitors guide Work on Spring/Summer 2009 Visitors Guide. Focus will be Summer Fun & Value Completed Spring/Summer 2009 Visitors Guide -included Concerts In the Plaza, SLO Children's Museum, Mission, Farmers Market, Map of SLO wineries; 25,000 copies printed mid-March delivery. 6.7 Attend various media/leisure/group trade shows Attended "Go West" Tour Operators Trade Show in late January 2009; will be attending Film Location Scout Reception in LA in February, POW WOW International Travel Show in May in Miami, NTA Travel Show inJune Leads to be distributed later in March to SLOCVCB Members. 2 7.0 Serve as Film Commission Handle inquiries to Film Commission Attend Trade Shows -eg displayed at California Film Commission Reception for Location Scouts in Los Angeles -Responded to 3 leads of interest, including one for Frank Lloyd Wright Building in SLO -Hounded out doqens of Guides & Location Flyers to Location Scouts 8.0 MontWy Reports Content 8.2 Summary of web stats Total Visits: 63,815 for the month Avg. Visits/Day: 2,279 Avg. Page Views/Visit: 6.27 Click Thrus (CT) to all Members: 26,907 Click Thrus (Cn to SLO Members: 6,271 Total visi ts YTD: 141,01 0 Total CTs to all members YTO: 53,171 Total CTs to SLO Members: 13,026 SLO Calendar CTs YTO-3,000 8.3 I SU/JImary olPR Efforts Press Releases • San Luis Obispo Peddles 1tsellas a Bike Fn-end!y Destination press release submitted to SLOCVCB; sent early March. • Iflt's Thursdqy, it Must be San Luis Obispo . . _. and the rartner's Afarket press release was submitted to SLOCVCB for review and approval. Press Contacts • Jessica Koslow, Editor-in-Chief, Campus Circle. Follow-up to her SLO County press visit, February 14-16,2009. • Avital Binshtock, Calendar Columnist, L/JS Allp.e1es Times. Requested image of SLO International Film Festival as a result of press release that SLOCVCB distributed. Referred request to Wendy Eidson, Festival Director, SLO International Film Festival. • Patti Mangan, Co-Founder & Contributor, Tango Dil/a.com. Assisting with arrangements for visit to San Luis Obispo, I--fcarst Castle and Paso Robles Wine Country, February 28 -March 3. Coverage • February 25 March 3,2009 Issue Campus Circle. Travel article "California's Central Coast: Irresistable Seaside Escapes" by Jessica Koslow featured text about local area, including Madonna Inn. The coverage resulted from a February press visit that the SLOCVCB assisted with. Campus Circle is a free weekly alternative newspaper distributed to 900 retail outlets and 40 schools in the greater LA area. Words: 632. Readership: 90,000. • Winter 2008/09 Edition -RVjournal Magazine. "Out & About" section included 11 events submitted by SLOCVCB including SLO International Film Festival (with color photo of Fremont Theater), and other events. Words: 950. Readership: 340,000+. • Sunday, February 8, 2009 -Los Angeles Times. Calendar in Travel Section by Avital Binshtock included SLO International Film Festival. Words: 85. Circulation: 1.1 million. • February 15,2009 -Contra Costa Times & Oakland Tribune. Travel Celendar included event information for SLO International Film Festival, Cal Poly Wine Festival, Roll Out the Barrels Wine Festival and other local events. Words: 115. Circulation: 180,440 (Contra Costa Times) & 44,346 (Oakland Tribune). 3 Q1ha • Reviewing SLOCVCB media database for updates. Up Next -March 2009 • Research, write and submit drafts of Cal Poly San Luis Obispo role in tourism (San Luis Obispo) and other local events. Press releases to SLOCVCB for review and distribution. • Update SLOCVCB media database. 8.4 Summary of advertising placements -Fresno Bee (2/08) & Bakersfield Californian (2/16) co-op pages; -LaTimes.com "Travel Unravalled" eNeweletter ad in Feb. -Advertised free Guide in advertorial to both; Bakersfield also included mention of SLO Film Fest 8.5 City specific AD & PR efforts 8.6 Media placement reports (per PR Trak service) Report attached 4 ---- February 2009 San Luis Obispo Word Media Publicity Circulationl xMarket Category 1 Domain Media Source 1 SubDomain Date Time 1 Color 1 Location Min: Sec Inches PR TN MPCount Value Value Impressions SAN LUIS OBISPO ALL PR Magazine Los Angeles RV Journal 02101/09 BIW 950 a a a 0.00 1 000 a "Out & About"" section included 11 events submitted by SLOCVCB -Monarch Butterflies at Pismo State Beach, Elephant Seals Viewing at Piedras Blancas, Whale Watching, Morro Bay Winter Bird Festival, SLO International Film Festival (with color photo of Fremont Theater), Cambria Art & Wine Festival, Sweetheart Stroll in Atascadero, Amgen Tour of California in Paso Robles, Paso Robles Zinfandel Festival, Cattlemen's Western Art Show & Sale in Paso Robles, Orchid Show in Arroyo Grande. Subtotals -Magazine: I 0: a 000 950 a a a 000 0.00 a Newspaper Los Angeles Los Angeles Times 02108109 BIW 85 a a a 3,087.20 1 3,087.20 1,271,905 Calendar in Travel Section by Avilal Binshtock included SLO International Film Festival. San Francisco -Oakland -Sal Contra Costa Times 02115/09 BIW 115 a a a 2,071.33 1 2,071.33 176,765 Travel Celendar included event information for SLO International Film Festival, Paso Robles Zinfandel Festival, Cal Poly Wine Festival, Morro Bay Kite Festival, and Roll Out the Barrels Wine Festival. San Francisco -Oakland -Sal Oakland Tribune 02/15/09 BIW 115 a a a 9688 1 96.88 65,128 Travel Celendar included event information for SLO International Film Festival, Paso Robles Zinfandel Festival, Cal Poly Wine Festival, Morro Bay Kite Festival, and Roll Out the Barrels Wine Festival. Los Angeles Campus Circle 02/25109 Color 632 a a a 717.95 1 717.95 29,950 "California's Central Coast: Irresistable Seaside Escapes" -by Jessica Koslow featured text about Pismo Beach, Grover Beach Holiday Inn Express, Quarterdeck Restaurant, Avila Beach, Sycamore Mineral Springs Resort, Avila Wine & Raosting Company, Custom House, Mr. Rick's, Hearst Castle, elephant seals, Morro Bay, Sea Shanty in Cayucos, and Madonna Inn, plus photos of Hearst Castle & Morro Rock from SLOCVCB. Subtotals -Newspaper: 4 0: a 0.00 947 a a a 5,973.36 5,973.36 1,543,748 Subtotals -ALL PR: 5 0: a 000 1,897 a a a 5,973.36 5,973.36 1,543,748 Subtotals -SAN LUIS OBISPO: 5 0: a 0.00 1,897 a a a 5,97336 5,973.36 1,543,748 Total Placements: 5 a a 0.00 1,897 a a a 5,973.36 5,973.36 1,543,748Report 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. 03/05/09 02/01/09 Page: 1 Word Media Publicity Circulation!Market Category! Domain Media Source! SubDomain Date Time! Color! Location Min: Sec Inches PR TN MPCount Value x Value Impressions 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 SOl. Some advertising cost estimates contained in this publication are copyrighted by and proprietary to PRtrak/SDI. 03/05/09 02/01/09 Page: 2