The URL can be used to link to this page

Home My WebLink About09-10-2008 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, September 10, 2008 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Coals of the City of San bus Obispo PromotIOnal Coordmating Committee are to (1) Improve the quality of life available to all residents of and visitors to San Luis Obispo and (2) Promote, in a manner consistent with long-range community goals, the development of San Luis Obispo as a regional and tourist center. CALL TO ORDER: Chair Cate Norton PUBLIC COMMENT: Each speaker is limited to three minutes of public comment ICONSENT ITEMS C1 Minutes of the Meeting of August 13, 200S C2 Marketing Subcommittee Minutes of August 19, 200S -(Meeting cancelled) 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 Coordinating Committee IPRESENTA1'IONS 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 pce when necessary regarding contract fulfillment. 1. QUARTERLY REPORT -VERDIN MARKETING 30 min I ENHANCED PROM01'IONS [ BUSINESS ITEMS 1. BUDGET GOAL SETTING -PRELIMINARY DISCUSSION 30 min 2. COMMUNITY PROMOTIONS -WHERE TO FROM HERE 30 min [ PeC LIAISON REPORTS 1. GIA UPDATE -LIAISON REPORT 5 min 2. MARKETING SUBCOMlVIITTEE REPORT 5 min 3. TBID REPORT 5 min I PeC COMMUNICATIONS At this time Committee members make announcements, report on activities, refer to staff issues for study and report back to the Committee at a subsequent meeting. ADJOURN. Promotional Coordinating Committee Minutes VVednesdaY,August13,2008 5:30 pm City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Cate Norton -5:35 pm PRESENT: Babb, Nicklas, Maggelet, J. Conner, 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 5:0 (one member of the committee arrived after the approval of the consent agenda) PRESENTATIONS 2. COUNTYVVIDE CONTRACT -SLOVCB Jonni Biaggini introduced Dave Kastner who will be the Interim ED for the VCB after she leaves at the end of August and until the position is filled. She then went over the VCB's services provided to the City of San Luis Obispo over the last year which included marketing, advertising, PR and website technology efforts. During that year, the VCB received an award for 2008 Best Overall Tourism Marketing Campaign in California and reached 30.1 million impressions with its campaigns. They launched their new Visitors Guide which now features in a lifestyle magazine format. The cover selection is based on consumer preferences according to TIA research. The primary activity listed in this research is beach going, followed by historical sites and culinary activities. The next cover will therefore feature San Luis Obispo Mission. 12 PR articles were placed for SLO with a PAE of $937,342. The VCB website saw 965,365 visits and 682,872 clicks to members of which 30% went to SLO members. BUSINESS ITEMS 1. TBID UPDATE Staff reported that the Council Committee had interviewed five applicants for the TBID Board and all applicants will be recommended to Council on September 2,2008. This would allow for a first TBID meeting at the end of September. Nicklas asked what they plan on doing and J. Conner responded that the first 6 months will be used to establish a marketing plan so potential campaigns can be launched once budget is available. 2. BUDGET UPDATE Staff updated the committee on the current budget constraints the City is facing. Beside binding arbitration, the City is also looking at State takeaways and decreased revenues. The full picture on actual operating expenditure and revenues and the impact on the PCC's budget is not yet clear since City staff is currently evaluating year-end results. 3. VISITORS SURVEY Katy McGrath presented the planned visitor survey and walked the committee tt"lrough the online form. The survey will be sent to all requestors of a fulfillment package from January through July. After that, it will be sent once a quarter. Survey participants can enter a drawing for one $150.00 gift certificate towards a stay in SLO each quarter. ACTION: Moved by Kinney/Nicklas to approve the survey as presented. Motion carried 6:0 PCC LIAISON REPORTS 1. GIA UPDATE No updates were given 2. MARKETING SUBCOMMITIEE REPORT The Marketing Subcommittee had reviewed new headlines for the current advertising and the PCC discussed the presented selections. After some discussion, the committee decided that the Marketing Subcommittee should revisit the possibility of slogans advertising proximity of SLO as a destination. ACTION: Moved by Babb/Kinney to approve the headlines as presented with the exception of "SLO -It's not too good to be true." Motion carried 6:0 COMMUNICATIONS Nicklas asked whether the PCC could write a letter in support of the airport and its current struggle with airlines pulling out. Staff reiterated that they can recommend to Council to write a letter, but would follow-up on current status. Several letters had already been sent from the Mayor and Council to the airport and the County Board of Supervisors. However, individual letters can always been sent and the upcoming survey sent by the Chamber and the VCB should definitely responded to. The meeting adjourned at 6:50 pm to the September 10, 2008 meeting. -- Tab 2 -Trend San Luis Obispo, CA City 01 San lUIS Obispo For the ~'l'th 01 JUly 2008 Monthly Percent Change Overall Percent Change 15 2 10 '--..... ---_~~Iii ---4>,, m"'-·-',......~·< 5 ""'-'~-'~-='''''::'>''''''--------'-. ,--.", .-~.-. -1 o -2 -5 -3 -10 -4 o /->'-'- -5 I-15 -20 -6 eeb Mao AD' May Jue Jul Aug SeD Oct Nov Dec Jan Feb Mar Ap, May Jun JUI Year To Date Running 12 Months ........-Occ -ADR RevPAR 2007 2008 Ye8rTo Oat£! Running 12 Months Feb Ma' Apo May J,e J" A,. Sep O,t Nov Dec J.e Feb Ma, AI" May J,e J" 2006 2007 2008 2006 2007 2008 This Yea' 624 642 729 693 73.1 S04 76' 667 64.3 58.3 470 50.6 61B 665 602 631 6B 9 lB4 651 675 642 65' 667 635 Last Year 5£4 60.0 710 657 73.2 78.9 77B 70.7 £9.1 59.0 506 49,2 62.4 642 72.9 69.3 73.1 BOA 65.9 65.1 67.5 65.3 65.4 667 Percenl Change '06 69 26 55 ·0.2 19 ,22 ·5.6 ~9 11 72 27 10 35 174 90 51 ,25 1.' 4.9 02 \ 9 ~7 ... --" 2007 2008 Year To Date Running 12 Months Feb Ma' Apo May J,e J,' A,. Sep Oct Nov Dec J.e Feb Ma, Ap, May J" J,I 2006 2007 2008 2006 2007 2008 Th',S Year 101 16 10369 , ~3 36 11267 125.29 12845 12844 1,2074 11100 111.91 'Q4.29 97.33 10189 105.70 113 '0 11£ £5 12582 124.78 10963 11330 113.27 10783 11306 11459 Last Year 99,77 HXl01 109.30 110.05 120.82 122.77 124.31 11539 108.16 108.42 102.28 96.72 101.1£ 103.69 113.36 112.67 12529 128.45 100.77 109.63 113.30 10051 10783 113.08 Percent Change 37 37 24 37 46 33 46 26 3.2 20 06 07 , 9 ~2 3.5 04 2.9 B.B 3.' 00 73 49 2007 2008 Year To Olte Running 12 Months Feb Ma, Ap, May J"" J" A,. Sep Oot Nov Dec J.e Feb Ma, Apo May J,e J" 2006 2007 2008 2006 2007 2008 This Year 6315 6656 /3267 7604 9' 61 103.26 9771 8057 7141 65.29 4921 6297 7025 6810 73.56 867 1 9778 7133 7650 7275 7050 7535 7277 ... '4 "'98 Last Year 563' 6005 f766 7227 88'" 96,87 9866 81.53 74.71 63.98 51.75 47.63 63.15 66$ 82.67 78.04 9'.61 10326 66.48 71.33 7650 65.60 70.50 75.35 Percent Change 122 108 &5 80 35 66 " 2 ~A 2.0 54 3.' ~, 56 176 ,57 53 -5.3 7.3 7.2 ~4 9 75 69 -3.4 -" 2007 2008 Year To DatE Running 12 Months Feb Ma, Ap' May J,e J" A,. Sop Oot Nov Dec J.e Feb Ma, Apo May J,e J" 2006 2007 2008 2006 2007 2008 This Year 52,304 57,90/3 56040 57,908 56.040 62,217 62217 60,210 62.217 £0,210 62,217 62,217 5£,196 62,217 60.210 62.217 60,210 62.217 396.01£ 400,325 425484 68' 820 686.129 132.555 Las! Year 52,m. 57,908 56,04() 57.908 56,040 57,908 57.908 56.040 57,908 58,040 57,908 57,908 52.m. 57,908 56.040 57,908 56,04() 62,217 396,016 396,016 400,325 681.820 681,820 666,129 Percent Change DO 00 00 00 00 14 74 74 74 74 74 14 " 74 74 74 74 00 0.0 11 63 00 06 68 2007 2008 Ye8rTo DatE Running 12 Morlth15 Feb Ma' Ap, May J"" J" A,. Sep Oot No, Dec J.e Feb Ma' Ap, May J,e ~ ..Jul 2006 2007 2008 2006 2007 2008 This Year 32.653 37 1 72 40,870 40.111 40,976 50,016 47,335 40.177 40,026 35.129 29.218 31.458 34,730 41,354 36.255 39,234 41,497 48,755 257,668 270,315 273.283 445,822 457309 465.166 Last Year 29,519 34,768 39,815 38,024 41,039 45.692 45.030 39,596 39,997 33,071 29.300 28,517 32,653 37.172 40.870 40,111 40.975 50,016 261.160 257.668 270.3 15 445,030 445.822 457,309 - Percent Change '06 69 26 55 02 9 5 51 15 01 62 -03 103 64 11 3 11 3 2.2 '-' ·2.5 \3 49 11 02 26 17 2007 2008 Year To Date Runnlnq 12 Months Feb Ma, Ap' May A,. Sep Oot No, Dec J.e Feb Ma, Ap, May J,e 2006 2007 2008 2006 2007 2008 ThiS Year 3.303.172 3854.248 4.632.901 4,519,336 5.133.790 6,424.579 6.079514 4.851,039 4.442.875 3,931.243 3.047,252 3.061.948 3,538.702 4,371.007 4,100,471 4.576.609 5.221.085 6.083,882 28,249.291 30.62£,324 30,953.704 48 07e 933 51,701509 53.305.627 Last Year 2.945,096 3.477.121 4.351.850 4.'84.725 4.9""..>8,160 5,609,782 5,597,584 4,569,063 4,32£,093 3,585,604 2,996.841 2,758.296 3,303.172 3.854,248 4.632.901 4,519.336 5.133.790 6.424,579 26.317.683 28,249.291 30,626,324 44,730.694 48.070.933 51,701,sa9 Percent Change '22 '0 B BO 35 145 B6 62 2J 9.6 17 11.0 -115 1 3 '.7 ·5.3 73 54 75 76 J'e J" J" 3 ' -" " '" 2007 2008 Feb Ma, Ap, May J'e J" Sop Oct NoV Dec J.e Feb Ma, Ap, May J,e J"A"" Census Props 27 27 27 27 27 2B 2B " 2B 2B 2B 2B 2B 2B 2B 2B 2B 2B C-ensus Rooms 1868 '868 'B68 '868 '868 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 % Rooms Partlclpanls 791 79 , 791 79,1 79 " 706 S06 BO 6 780 B06 60.6 BO 6 BO 6 806 81 9 819 800 74 B A blank row md+eales Insufficient data SMITH TRAVEL RESEARCH Tab 3 -Response San Luis Obispo, CA City of San Luis Obispo For the Month of July 2008 2006 2007 2008 STR Chg in Code Name of Establishment City & State Zip Code >Aff Date Open Date Rooms Rms F M A M J A SON D J F M A M J J A S>O N D J F M A M J A SON 0 26014 Apple Farm Inn &Trellis Court San LUIs Obispo, CA 93401 Aug 1988 Aug 1988 104 • • • • 0 0 0 0 2106 Best Western Somerset Inn 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 San Luis Obispo, CA 93401 93401 93401 93401 Jun 1962 Jun 2003 Aug 1997 May 1994 Jun 1962 Aug 1997 Jun 1978 39 77 75 100 y y ........ ............ .......... ·.. 26810 La Cuesta Inn San Luis ObiSPO, CA 93401 Jun 1985 Jun 1985 72 coo 0 0 3977 Peach Tree Inn San Luis Obispo, CA 93401 Jun 1957 Jun 1957 37 43906 Petit Soleil 21216 Quality Suites San Luis Obispo San LUIs Obispo, CA San Luis Obispo, CA 93401 93401 Nov 1986 Nov 1986 15 138 .... ...... ... 44522 San Luis C reek Lodge San LUIs Obispo, CA 93401 Aug 2002 Aug 2002 25 19674 Sands Surtes & Motel 26511 Super 8 San Luis Obispo 7247 Travelodge San Luis Obispo 27870 Travelodge San Luis Obispo Downtown San Luis Obispo, CA San LUIs Obispo, CA San Luis Obispo, CA San Luis Obispo, CA 93401 93401 93401 93401 Jun 1985 Feb 1989 Jun 1960 May 1998 Jun 1985 Feb 1989 Jun 1960 70 49 39 51 () 0 0 0 o 0 00000000 ·.....·.... ·........... 0 0 2105 Best Western Royal Oak Hotel 56038 Courtyard San Luis Obispo 21781 Econo Lodge San Luis Obispo San Luis Obispo, CA San LUIS Obispo, CA San Luis Obispo, CA 93405 93405 93405 Jun 1978 Jul2007 Nov 1997 Jun 1971 Jul2007 Apr 1986 99 139 32 000000000 OOOOOOOOOOQ(}·.... ·....... 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 28341 Motel 6 San Luis Obispo South 2104 Ramada Olive Tree San LUIs Obispo, CA San Luis Obispo, CA San LUIS Obispo, CA San Luis Obispo, CA 93405 93405 93405 93405 Jun 1958 Mar 1973 Aug 1992 Apr 2002 Jun 1958 Mar 1973 Mar 1988 Jun 1964 109 86 117 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 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 ouonOOOOOGOOOOOOQODODOOOOOQCJOOQ 10397 Vagabond Inn San Luis Obispo San Luis ObiSpo, CA 93405 Nov 1968 Nov 1968 60 Total Properties: 28 2007 >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 oj the report A blank row indicates insufficient data. SMITH TRAVEL RESEARCH SUNGARD PENTAMATION DATE: 09/05/08 TIME: 10:22:23 -FUND ACCOUNTING V4.1 CITY OF SAN LUIS OBISPO EXPENDITURE STATUS REPORT PAGE NUMBER: EXPSTA11 1 SELECTION CRITERIA: ACCOUNTING PERIOD: exp1edgr.key orgn='11300' 3/09 - 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 2ND SUBTOTAL-797 SUBTOTAL PERIOD ENCUMBRANCES YEAR TO DATE AVAILABLE YTD/ ACCOUNT TITLE - - - -BUDGET EXPENDITURES OUTSTANDING EXP BALANCE BUD 7337 PROMOTION &. PUBLIC REL 216,701.32 20,754.63 156,346.69 20,754.63 39,600.00 81.73 7339 CHAMBER & VIS &. CONF BUR 209,700.00 .00 197,434.68 12,233.32 32.00 99.98 TOTAL SUBTOTAL 426,401.32 20,754.63 353,781.37 32,987.95 39,632.00 90.71 TOTAL CONTRACT SERVICES 426,401.32 20,754.63 353,781.37 32,987.95 39,632.00 90.71 7455 COMMISSION &. COMM MTGS 1,000.00 .00 .00 9.16 990.84 .92 TOTAL TRAVEL. MEETINGS &. DUES 1,000.00 .00 .00 9.16 990.84 .92 TOTAL OTHER OPERATING EXPEND 1,000.00 .00 .00 9.16 990.84 .92 TOTAL COMMUNITY PROMOTION 427,401.32 20,754.63 353,781.37 32,997.11 40,622.84 90.50 TOTAL COMMUNITY DEVELOPMENT 427,401.32 20,754.63 353,781. 37 32,997.11 40,622.84 90.50 TOTAL GENERAL FUND 427,401. 32 20,754.63 353,781.37 32,997.11 40,622.84 90.50 TOTAL REPORT 427,401.32 20,754.63 353,781.37 32,997.11 40,622.84 90.50 September 2008 Date: 09/10/08 To: PCC Members, Brigitte Elke From: Verdin Marketing Ink Subject: Advertising Contract Activities for August 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 August 2008. Sec. Objective Action Results 1 Assist in implementing the City's Tourism Marketing Plan Goals and Obiectives 1.1 Maintain and improve upon strategic Collaboration with SLO Vintners, Bike Inclusion of links to area alliance websites from alliances Coalition, SLODT A, Arts Obispo, SLO Art e-newsletter Center, Children's Creative Project, Botanical Gardens, Santa Lucia chapter of the Sierra Club, Garden's Kitchen 2 Use the Brand: San Luis Obispo: Experience the SLO Life! 3 Plan, prepare and implement Ad Campaign 3.1 Development of ad concept Developed new ad headlines, imagery Inclusion of family and kids element in ads 3.2 Design and production of ad materials Ongoing as needed 3.3 Media Buys and placement Decreased Google ADwords spend by 25% and Traffic from Google decreased by 25% and leads decreased Yahoo Search Marketing spend by decreased by 22%. Yahoo traffic decreased by 21 % to meet new budget requirements. 18%, but leads only decreased 1%. 3.4 Explore cooperative advertising No co-ops placed in August Upcoming events included in Hollywood Bowl opportunities ad: I Madonnari, Plein Air, SLO Symphony 3.5 Advertising budget management 18% of annual (2008-09) budget has been spent 3.6 Advertising and consumer relations services Hard Copy Visitors Guide completed 1,242 sent 3.7 Work with the Marketing Subcommittee Meeting by email 8/19 View new ad image options Results 4 Objective ActionSec. Consumer Relations Provide "direct marketing" services to Contacted all SLO hoteliers to participate in 9 will participate consumers 4.1 promotional survey giveaway 22% decrease in total click thrus: 7,659 from consumers to the region (collaborate with Develop targeted themes to attract Keywords for niche markets are being refined as 4.2 the ADWords campaign continues. 9,796, consistent with the decreased ad spend. PR Contractor and PCC Marketing 2.6% conversion rate maintained Subcommittee) 6% decrease in referral traffic (over July) Summer Program (ads to run Jul, Aug and Sept) Pursue other targeted niche opportunities Full page ad purchased in Hollywood Bowl 4.3 6 Click thrus on Hollywood Bowl landing page Research underway to use targeted partner sites through Google to enhance niche site visibility Use local events and amenities in consumer Searched all 200S GLA recipient event listings Included GIA events in e-newsletter (See section oriented email, electronic newsletters and 4.4 for inclusion in August e-newsletter 1.1 for complete list) other web-based promotional opportunities Pursue focused promotional opportunities Promotion for Harvest Festival Harvest Festival video cast included in August e- with local orgs to reach target audience 4.5 newsletter; inclusion on visitslo site in Sept. Monthly, send e-newsletter promoting city Ongoing compilation of events to highlight in e-August e-newsletter sent S/OS events and new visitor opportunities to e 4.6 15,002 sent database. Provide copies to all city lodging newsletter. 3,5SI opened properties and encourage its use by visitors. 24% open rate Make a copy available to the Chamber for 30% click thru rate (link summary: Attachment I) placement on visitslo.com Explore other direct marketing opportunities Survey questions complete, All San Luis Obispo 9 hotels agreed to participate. Survey sent to email in defined feeder markets 4.7 hotels contacted regarding participation in the list of 4,026 September 4. As of 9/5346 have promotional voucher giveaway (survey been completed. completion incentive for consumer) 5 Provide advertising fulfillment services in response to requests for materials Subcontracted out to the Chamber of Looking into new folders for improved Received samples folders, deferring development Commerce 5.1 presentation of the visitors guide to consumer. to FYOS Direct consumers to the website for All ads include web address/landing page 1,242 requests submitted to the Chamber, S% fulfillment as well as development of the 5.2 directing to a page with an option to subscribe increase from] uly. electronic database to the newsletter and get a visitor's guide 792 people opted into the e-newsletter 6 Provide written reports on advertising activities to the City Administration Department to be included in the PCC meeting packets. Quarterly Report Contractor Presentation: 09/1 O/OS Next report: 10/0S/0S 6.1 Attachment I August E-Newsletter Link response click thru rates Link Click Count Kayak by Moonlight 179 Farmers Market List 148 Seven Sisters Trail Info 142 Concerts in the Plaza I I I SLO Symphony Pops Concert 109 Edna Valley Vineyards -Dine in the Vines 64 Bicycle Ride Calendar 53 CC Outdoors B ike Tours 52 Saucelito Canyon Sunset Club 51 Wine Country Map 32 Restaurants 30 SLO Bike Kitchen 27 Edna Valley Vineyards -Endless Summer 25 Parks & Rec Ranger led hikes 24 Wine Tasting (Winery listing) 18 TOTAL 1065 ~.. [uis ()hispoIf" ~dn .... ,: COI1HnerCeChdnlbel 0 ._ Report to City of SLO PCC/August 2008 Sec. Objective Action Results 1 Assist in implementing City Tou~ism Marketing Goals and Objectives 1.1 Continue to maintain and improve upon Strategic Alliances. Working on contact all GIA recipients. Working with organizers of Straight Down Classic to promote Golf event to golf writers. Working on sending out info. Meet with Botanical gardens and discussed ways to promote gardens more as they develop more. Working with vintners to promote Harvest Festival-will be promoting them at the Homecoming celebration. Sent letter and Visitor Guide to all CIA recipients. Have made contact with majority of the major CIA recipients. 1.2 Collaborate with other contractors Meeting every month Meet with VMI about website stats and how to better calculate and to both use same system. Meet with VCB about upcoming travel agent and writer trips. 2.0 Use of City's Brand Have set up to participate in Cal Poly's Homecoming celebration-table representing San Luis Obispo. Sent out letter to CIA recipients about City Brand use. Focus on Public Relations Efforts 3.] 3 Quarterly themes-Travel Sites and Have sent press kits and made contact Wine. Utilize targeted themes with several wine and travel sites. Sent info about SLO and bike trail to editors Provide information to travel/assignment3.2 Travel and Leisure magazine for Outdoor activities feature. Sent information to State CTTC to be included in some stories about Microbreweries-sent info about Downtown Brew and Central Coast Brew. Sent info about beer again for feature on CA's beer regions. Finished targeting wine and will work on travel sites. Target various niche interests Will being targeting travel sites.3.3 Maintain and improve strategic alliances Working on Town Gown Conference-Working with Jeep 48 Straight to promote through special events 3.4 their upcoming event in October. Big changes include having a concert series in Working with Culinary Carnival on promoting SLO as a destination. conjunction with the event. promoting the event in SLO. 4 Media Relations 4.] Hosted free lancer David Andrusia from relationships with travel writers/editors Will be hosting travel writer who writesAggressively maintain and develop for publications including Delta, Frommer's and EdgeLA. Budget Travel, Travel and Leisure, National Geographic Adventure. Working on pitching to European Markets. ~ Respond timely to media requests 4.2 Target specific media markets Ongoing. 4.4 Primary host of press trips 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 Will be hosting Roger Toll. (3/30) Hosted David Andrusia. 4.5.2 8 magazine articles (2/8) USA Weekend Vittles, Vintages & Voyages Newsletter 4.5.3 24 newspaper articles (0/24) 4.5.4 24 general media coverage (calendars) Continue to send events to calendars (45/24) Skywest magazine, Wine Spectator, etc. Worked on adding fall events to calendars. 4.5.5 12 articles or info updates to electronic media (4/12) USAweekend.com Vittlesvoyages.com 4.5.6 Two broadcast events Jeep 48 Straight (October 2008) (0/2) 4.5.7 Top 20 guide books-solicit coverage Working with Frommer's 5 Specific Public Relations Efforts 5.1 Develop Story Ideas Working on pitching wine. Focusing on European market this summer. 5.2 12 press releases/ 4 "What's New" (2/12) Sent press release about Fall Art Events and Wine in SLO 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 Working on new photo cd-includes new pictures of SLO. Images will be online as well. 6.5 Media Kitty report Continue to add events and press releases about SLO. 7 V\?'ritten 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 N~xt Chamber report will be in October www.VisitSLO.com Web Site Activity August 2008 Aug '08 July'08 Aug '07 It of distinct visits/sessions: 49,617 47,064 35,317 It of total pageviews: 266,967 283,728 173,898 A vg. sessions per day: 1,600.54 1,518.19 1,139.25 A vg. pageviews per session: 5.38 6.02 5,609.61 Avg. length of time on site: 04:42 04:44 5:07 Graph is # of sessions/distinct visits over a one-year period. Top three most viewed pages: Aug'08 July'08 Aug '07 Lodging: 1,758 2,155 n/a Activities: 767 784 n/a Wine Tasting: 363 443 n/a Number of Hours expended: 46hrs Calendar Inputting-32 hrs Updating/Changes/Additions-14 hrs '"San Luis O~ispo ( han1her or Comn1erce Visitor Center Contract August 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/Advertisement HelloSLO.com/Ad vertisement SLOEasy.com/Advertisement SLOGoing.com/Advertisement SLOGetaway .com/Ad vertisement 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 Aug. 08 Iun.08 Aug. 07 6, 731 6,910 6,258 152 190 86 23 233 209 263 57 33 6 3 1 1 7 653 976 692 63 65 244 184 33 272 185 1,232 1,232 915 11,699 10,467 3, 161 11,699 10,467 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER AUGUST 2008 PEOPLE COUNT DAY DATE PEOPLE DAY COUNT PEOPLE EVENING COUNT Friday Saturday Thursday Friday Saturday Thursday Friday Saturday Thursday Friday Saturday Thursday Friday Saturday Total 1 2 7 8 9 14 15 16 21 22 23 28 29 30 355 370 428 307 369 473 410 348 169 244 331 272 256 205 4537 20 33 I 27 48 28 30 17 26 38 28 32 35 44 40 446 CALEI\JDAR OF EVENTS Total number of events in August calendar: 116 Total number of events inputted as of 01/01/2008: 503 Number of Events inputted during this month: 105 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER AUGUST 2008 VISITOR RELATED EMAIL & PHONE CALL REPORT DAY DATE PHONE CALLS EMAIL Friday 1 43 4 Saturday 2 21 0 Sunday 3 17 5 Monday 4 23 7 Tuesday 5 42 5 Wednesday 5 35 5 Thursday 7 39 5 Friday 8 57 2 Saturday 9 11 1 Sunday 10 21 0 Monday 11 40 4 Tuesday 12 41 5 Wednesday 13 25 4 Thursday 14 35 5 Friday 15 31 3 Saturday 15 19 0 Sunday 17 24 0 Monday 18 27 12 Tuesday 19 30 9 Wednesday 20 23 5 Thursday 21 44 7 Friday 22 35 4 Saturday 23 17 0 Sunday 24 13 0 Monday 25 25 7 Tuesday 25 34 9 Wednesday 27 25 9 Thursday 28 39 1 Friday 29 27 4 Saturday 30 19 0 Sunday 31 22 2 Total 918 128 San Luis Obispo County Visitors & Conference Bureau SLO PCC Report -August 2008 Section Objective Action Results 1.1 Partnering with SLO Vintners; Cal Poly; Arts community Mentioned SLO Harvest Wine Festival, Plein Air Art Fest & Open Studios in eNewsletter 27 clicks to SLO Vintners website, 17 clicks to SLO Art center website, 9 clicks to Arts Obispo website 2.0 Usc of Ci ty'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 1,447 guides sent, 244 e-t,ruide requests, 1594 total ad responses. YTD: 2,610 guides, 594 e- guides and 2,746 ad responses 4.2 Info Contact & Referrals Phone and website referrals 14,137 referrals to SLO City member sites. YTD: 32,546 4.3 Special Events & Cultural Offerings Website contains 273 separate events of SLO -City only events; Continuously adding/updating to list of events 1,926 referrals to SLO events. YTD: 4,076 4.4 N ewslet1:ers Mentioned upcoming City events in eSpecials & Visitor eNewsletter Mentions of Plein Air Art Fest, Open Studios, "Crave" October Wine event, I Madonnari 5.1 Increase group business Increased bu)~ng of related adwords; E-~failed Invitations to Meeting Planners for Fam Trip for October 14-16, 2008 Paid search increased by 1262 clicks over July (all campaigns); 64 clicks to Landing Page for invitation 5.2 Represent City at trade shows 5.3 Work with Individual prospects to Coordinate Conferences 14 group leads; 11 sent out to mem bers for a estimated economic impact of $122,745. Group leads YTD: 19 leads with an estimated economic impact of$510,619. 5.4 Promote PAC; Damon Garcia; other Encourage PAC to load new season e\'ents About 100 events added by them to site during month 6.1 Coordinate with city's AD and PR contractors Held monthly collaboration meetings/phone calls with SLO Chamber and Verdin ;\Iarketing Ink. 6.2 Market region as destination Execution of Marketing Plan -Focus on :\Iiche Markets. Hosted "Fam Tour" of UK Travel Agencies' California Product ~lanagers Group greeted by Mayor Dave Romero when checking into Quality Suites; showed group downtown SLO & "Taste" 6.3 Develop appropriate materials (website, contests, ads) Video Player added mid-month to home page On-line booking engine added to site mid-month 3281 Clicks to video player from site links; 800 clicks to SLO Hotel Reservation websites 6.4 Distribute a minimum of 6 topical City press releases PR Releases in development; PR Release on UK Fam Tour sent to local media Press Releases YTD: 8.3 \6.5 ] Completed Press Visit ~ 6.6 Produce electronic and print visitors guide Fall/Winter, 2008 issue of Visitor Magazine- focus is on cultural tourism; SLO Mission on Cover; Feature Stories on Open Studios and SLO Mission New Fall/Winter Guide received (25K copies) and being sent out. 6.7 Attend various media/leisure/group trade shows 7.0 Sen'e as Film Commission Male Fashion Shoot for Japan's "C" Magazine on Aug. 21; Request for Modern Architecture was specific to SLO Gead) 8.0 MontWy Reports Content 8.2 Summary of web stats Total Visits: 100,763 for the month Avg. Visits/Day: 3,250 Avg. Page Views/Visit: 7.51 Click Thrus (CT) to all Members: 41,463 Click Thrus (en to SLO Members: 14,137 Total visits YTD: 196,645 Total CTs to all members \iD: 93,096 Total CTs to SLO Members: 32,546 SLO Calendar CTs YTD-4,076 I Summary of PR Efforts Press Contacts California Travel and Tourism Commission August 30-31-Escorted Andy Price, Travel Trade Manager for the California Tourism UK & Ireland, through SLO County, including stops in San Luis Obispo (City), including brief tour of downtown and "Taste", Group was officially welcomed by Mayor Dave Romero when checking into the Quality Suites. Coverage • Sunset Magazine, San Luis Obispo featured in "Dream Towns" article in the August 2008 issue • Sumet Magazine, Brief article on Vivant Fine Cheese by Lora Finnegan appeared in the May 2008 issue • If'esnJJa}J Magazine, feature about Hearst Castle by Beth Fhaner, appeared in the July/August 2008 issue. • Outside's Co Magazine, feature about Paso Robles Wine Country by Josh Sens, appeared in the August/September 2008 issue. • C/;inne Auto lPorid Magazine featured an article about Hearst Castle & the north Coast in the May/June 2008 issue. Pending Coverage • Coastal Lit·i'/,g Magazine, feature about Avila Beach by John Book is scheduled to appear in a upcoming issue. • .l"ume! l\fagazine, 8-page feature about southern portion of SLO County by Matt Jaffe to appear in upcoming issue. • U"es!nJays Magazine, feature about Paso Robles by Beth Fhaner will appear in the September 2008 issue. 2 • Copley News Service. A major travel feature about San Luis Obispo County by Richard Carroll, with photos by Laura Weston, was posted with Copley :-.Jews Service onJanuary 1,2008 and will remain in the system for one year. • Sunset Magazine (Southern California Edition), story by Lora J. Finnegan about Green Acres Lavender Farm scheduled to appear in upcoming Issue. • "e" Magazine / Japan Men Fashion shoot photos including SLO Farmers Market to appear in upcoming issue. 8.4 Summary of advertising placements Fresno Bee (8/10) & Bakersfield Californian (8/17) co-op pages; Sunset September Magazine 1/6 page ad for Plein Air Fest & Open Studios; LaTimes.com "Travel Unravalled" eNeweletter ad I Madonnari, SLO Symphony "Pops" Concert mentions Guide requests, website visits, 15 clicks to specific Sunset Magazine landing page 261 Clicks to LA Times.com August Landing Page 8.5 City specific AD & PR efforts Escorted Japanese magazine group thru SLO Farmers Market on Aug 21. Fashion shoot photos to appear in Japan's "c" Magazine (Upscale Men's fashion magazine) 8.6 Media placement reports (per PR Trak service) Report Attached. .3 -- August 2008 San Luis Obispo Word Media Publicity CirculationlMarket Category / Domain Media Source / SubDomain Date Time / Color / Location Min'Sec Inches PR TN MP xCount Value Value Impressions SAN LUIS OBISPO ALLPR Internet Internet kgoradlo.com 08/26/08 Sub Page 577 a a a 95.20 1 9520 700,000 On the Go Travel with John Hamilton BLOG "Taking it SLO" featured events Crave PRiSLO, Harvest Wine Weekend PR, Open Studios, Hearst Anniversary, Friends of Elephant Seals Anniversary Subtotals -Internet 1 0: a 0.00 577 a a a 95.20 9520 700,000 Magazine Restaurant Industry The Restaurant Standard 08/06/08 3-Color 15.00 a a a 0.00 1 0.00 10,000 The CA Sommelier 2008 Published by the CA Restaurant Assoc. (The Restaurant Standard) "Beyond Napa. San LUIs Obispo." no author Restaurant Industry The Restaurant Standard 08/06/08 BN'i 0.00 a a a 000 1 0.00 a Travel Sunset Summer Travel 08/01/08 4-Color 240.00 a a 0 95,078.40 1 95,078.40 180,000 "Dream Towns. Go for the perfect vacation. or for the perfect rest of your life. we guarantee that you'll fall in love with these 10 great towns." San Luis Obispo, CA Pure California by Matthew Jaffe Subtotals -Magazine: 3 0: a 255.00 a a a a 95,078.40 95,078.40 190,000 Subtotals -ALL PR: 4 0: a 255.00 577 a a a 95,173.60 95,173.60 890,000 Subtotals -SAN LUIS OBISPO: 4 o· a 255.00 577 a 0 a 95,173.60 95,173.60 890,000 Total Placements: 4 0: 0 25500 577 0 a a 95,173.60 95,173.60 890,000Report 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 Surrelle'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 PRtrak/SDI. 09/04/08 08/01/08 Page: 1 August 2008 San Luis Obispo County Market Category I Domain Media Source I SubDomain Date Time I Color I Location Min: Sec Inches Word Count PR TN MP Media Value x Publicity Value Circulationl Impressions SAN LUIS OBISPO COUNTY ALLPR Internet Internet kgoradio.com 08/26/08 Sub Page On the Go Travel with John Hamilton SLOG "Taking it SLO" featured GoSeeSLOCounty.com, Crave PRISLO, Harvest Wine Weekend PR, Open Studios, Hearst Castle, Elephant Seals Subtotals Internet:' o 0 0.00 577 577 0 0 0 0 0 0 95.20 95.20 1 9520 95.20 700,000 700,000 Magazine International Wedding Magazine (UK) 08/01/08 4-Color "Insider's guide to ..American's West Coast" by Sally Roebuck. Included Cambria & Hearst Castle. Subtotals -MagazIne: ! 0: 0 6000 60.00 0 0 0 0 0 0 0 20,199.60 20.199.60 1 20,199.60 20,199.60 50,000 50,000 Newspaper Chicago Chicago Tribune 08/17/08 Color "An unlikely blend at Hearst Castle" by Ann Tatko-Peterson Los Angeles Los Angeles Times 08/17/08 Color Cover {Secret Spots of the West} "Lopez Lake Recreation Area" by Hugo Martin Subtotals Newspaper: 2 0: 0 130.00 130.00 1107 1,107 0 0 0 0 0 0 0 0 0 55.12240 126,965.00 182.08740 1 1 55,12240 126,965.00 182,08740 917.868 894,155 1,812,023 Subtotals -ALL PR: 4 O' 0 190.00 1,684 0 0 0 202,382.20 202,382.20 2,562,023 Subtotals SAN LUIS OBISPO COUNTY: 4 O' 0 190.00 1,684 0 0 0 202,382.20 202,382.20 2,562,023 Report Totals Total Placements: 4 0: 0 19000 1,684 0 0 0 202.382.20 202,382.20 2.562,023 Portions Copyright 1999-2007 The Arbitron Company. Some impression estimates In this publication are copyrighted by and proprietary to the Anbitron 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 Surrelle'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. 09/04/08 08/01/08 Page: 1