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Home My WebLink About10-08-2008 PCC Agenda PacketAgenda Promotional Coordinating Committee City of San Luis Obispo Wednesday, October 8, 2008 5:30 p.m. Regular Meeting Council Hearing Room 990 Palm Street The Goals of the City of San LUIS Obispo Promotional Coordinating Committee are to (1) Improve the quality of hfe 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 September 10, ZOOS CZ TOT Report (to be distributed at meeting) C3 Smith Travel Report C4 Community Promotions Budget Report CS Advertising Report C6 Public Relations Report C7 Visitors Center Report CS Visitors and Conference Bureau Report Any writings or documents provided to a majority of the Promotional Coordinating Committee regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. Promotional Coordination Committee IPRESENTATIONS At this time, representatives of the Community Promotions Contractors will provide highlights of contract activities undertaken in the past month describe how activities are accomplishing Tourism Marketing Plan Objectives and seek direction from the pee when necessary regarding contract fulfillment. 1. QUARTERLY REPORT -CHAMBER OF COMMERCE 15 min 2. SLO VINTNERS -PROMOTION FOR HARVEST FESTIVAL 10 min IBUSINESS ITEMS 1. USE OF "LEFT OVER" ADVERTISING FUNDING 15 min 2. BUDGET GOAL SETTING -RECOMMENDATIONS TO COUNCIL 60 min I PCC LIAISON REPORlS 1. GIA UPDATE -LIAISON REPORT 5 min 2. MARKETING SUBCOMMITTEE REPORT 5 min 3. TBID BOARD REPORT 5 min !rcCCOMMUNICATIONS 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, September 10, 2008 5:30 pm City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Cate Norton -5:30 pm PRESENT: Babb, Nicklas, Maggelet, J. Conner, Kinney, T. Conner STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT Patty Thayer "from the SLO Symphony addressed the committee members, thanking them for the support of the Disney Hall Concert on June 8, 2008. 1600 people attended the concert and five buses from SLO arrived for the special occasion. Patty had hired a PR firm in Los Angeles to make sure that SLO was adequately promoted throughout the LA market. CONSENT AGENDA ACTION: Moved by J. Conner/Kinney 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 2. ADVERTISING CONTRACT -VERDIN MARKETING INK Katy McGrath reported on the agency's efforts over the past six months and elaborated on the preliminary survey results. Few print advertisements were placed, since the media plan concentrates on off-season months. Two ads are planned for Sunset Magazine in September and November and the ad in the Hollywood Bowl Program is running July through September. The SEM campaign has shown good results and accounts for 30% of monthly online visitors to www.visitslo.com. Verdin plans on continuing the use of local events including GIA recipient events to increase traffic to the website. Preliminary Survey Results: 4,026 surveys were sent out 507 respondents 65% had visited SLO 86% stayed in hotels -69% in SLO Main activities were: dining out, shopping, sight seeing, Farmers' Market Most of the visitors said that hotel discounts and attraction coupons would be attractive incentives to re-visit. BUSINESS ITEMS 1. BUDGET GOAL SETTING -PRELIMINARY DISCUSSION Staff gave an overview on the budget preparation and upcoming goal setting for the 2009-11 financial plan. 2007-09 PCC goals were distributed for review and the committee members were asked to prepare thoughts and ideas for the October meeting when the goals have to be finalized. Staff was asked to allocate a large block of time on the October meeting for this discussion and the Chamber representative was asked to keep next month's presentation short. 2. COMMUNITY PROMOTIONS -WHERE TO FROM HERE John Conner briefed the committee members on the TBID Board meeting and its preliminary thoughts on marketing efforts. Staff went over the current allocations witl"lin the Community Promotion program. The Chair asked all committee members to think about possible use of the program funding to recommend to Council. Staff was asked to look into a combined meeting of the PCC and the TBID board to better align goals and objectives. PCC LIAISON REPORTS 1. GIA UPDATE No updates were given 2. MARKETING SUBCOMMITrEE REPORT The Marketing Subcommittee did not meet in August. The committee members evaluated alternative pictures for the ad campaign by email responding to the agency directly. The meeting adjourned at 6:55 pm to the October 8, 2008 meeting. Tab 2 -Trend San Luis Obispo, CA City of San LUIS OOISp::l For tne Mornh Of August 2006 Monthly Percent Change Overall Percent Change 15 10 o -5 -10 ",<~~~;If.~ ~----~-'---?~ -1 -2 -3 -I··-~ ,~, -15 -4 -20 -5 Mar Apr May Jun Ju' Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Year To Dale Running 12 Months -.-Oee --..--ADR RevPAR -""" 2008 Year To Date Runmng 12 Months This Vear Mar 642 AI" 729 May 693 Jun 7" Jul 804 Aug 161 Sep 66' 0" 643 Nov 583 Dec 470 Jan 50,6 Feb 618 Ma, 66,5 Apr 60,2 May 63,1 Jun 68.9 Jul n.9 Au, 19.9 2006 667 2007 687 2008 662 2006 6:'1 2007 666 2008 63B Last Vear 60.0 71.0 65.7 73,2 78.9 n.B 707 69,1 59,0 SO.6 -49.2 62.4 64,2 129 69,3 73.1 80,4 76.1 67.9 66.7 687 65,0 6f;) 1 66,6 Percent Change 6.9 2.6 55 -02 19 '21 56 '.9 .1,1 .7.2 2.7 , 0 3.5 -90 57 -3 ' 5.0 -' 8 30 -3 , -07 23 42 -2007 2008 Year To Date Running 12 Months Mar AI" May Jon Jut Aug Sep 0" Nov Dec Jan Feb Mar Apr May Jun Jul A"ll 2006 2007 2008 2006 2007 2008 This Year '0369 '1336 , 12 67 125,29 12845 '28 '3 12074 1'100 '1191 10429 97.33 10' 89 'OS 70 11310 "6,65 1258'2 125,06 12866 '118'2 1 '5,51 '1567 10916 1'351 11471 last Vear 100.0' 109-30 1'0,05 120.82 122.n 12431 115.39 108 16 108.42 10228 96,72 101 16 103,69 '13,36 112.67 125,29 128.45 126.13 '02.34 111.62 1 '5,51 100 55 10916 11351 Percent Cnanqe 3 , 37 24 37 46 31 46 26 32 20 06 07 , 9 -02 35 0.. 26 0,4 93 3.3 0' 86 40 -2007 2008 Year To Date Running 12 Months Mar Apr May Jon Jut Aug Sep 0" Nov Dec Jan Feb Ma' Apt May Jun Jul Au, 2006 2007 2008 2006 2007 2008 This Year 6656 8267 1804 91.61 103.26 9757 8057 7' 41 6529 48.96 4921 6297 7025 68'0 7356 66,7' 9741 10286 7457 7934 76,54 1'03 7557 13'7 l..2st Year Percent Cnanqe -60,05 '0 , 77.66 65 72,27 '0 6848 35 96,87 96,66 66 09 2007 8153 , 2 '4,71 63.98 20 51,75 -5,4 47.63 3.3 63 10 -03 6656 56 8267 176 2008 78.04 57 91,6 1 53 103.26 57 97.57 54 69.52 73 74.57 64 Year To Date 19,34 35 65,89 71 03 78 64 Running 12 Months 15.57 32 Mar Apr May Jon Jul Au, Sep 0" Nov Dec Jan Feb Mar Apr May Jun Jul Au, 2006 2007 2008 2006 2007 '2008 This Vear 57.908 56,040 57.9m 56.040 62,217 62,217 60,210 62,217 60,210 62,217 62.217 55.196 622'7 60.210 62,217 60,210 62,217 62,217 453,924 462,542 4.87,701 681,820 690 438 732,555 Last Vear 57.we 56,04{) 57,9011 56,04{) 57,908 57,we 56,040 57,908 56.040 57,908 57,908 52.304 57,we 56,040 57,we 56.040 62,2'7 62,217 453,92-4 453,92-4 462,542 681,820 681,820 690,438 Percent Cnanqe 00 00 00 00 74 74 74 74 14 74 7 .. 74 " 74 " 74 00 00 00 , 9 5 , 00 , 3 6' -2007 2008 Year To Date Running 12 Months Mar Apr May Jun JUI Aug Sep 0" Nov Dec Jan Feb Mar Ap, May Jon Jul Au, 2006 2007 2008 2006 2007 2008 Tnls Vear 37172 40,870 4{)."1 40,976 50,016 47378 40.177 40,026 35,129 29,218 31458 34.730 4 1 354 36.255 39,234 41,497 48,463 49,735 302.698 317,693 322,726 443,689 459.657 467,276 Last Vear 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 4{).870 4{),ll' 4{),976 50,016 47,378 308,323 302,698 317,693 446,805 443,689 459,657 Percent Cnanqe 69 26 5 5 -02 9.5 52 , 5 0' 62 -0.3 '03 6 .. ,-3 "3 22 , 3 3 ' 50 ., 6 5.0 , 6 07 36 -2007 2008 Year To Date Running 12 Months Mar Ap, May M Jul Au, Sep 0" Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2006 2007 2008 2006 2007 2008 This Vear 3,854.248 4.632,901 4,5'9336 5.133.790 6,424579 6,070.7'8 485' 039 .: 442,875 3,931,243 3,047,252 3,061.~ 3,538,702 437' 007 4,100,47 1 4,576.609 5,221,085 6.060.605 6,399.870 33,846 875 36,697.042 37,330.297 48,431,329 52,174.643 53,602.706 Last Vear Percent Chanqe 3,477,121 '08 -4,351,850 " 4,164.725 80 4.958,160 35 5,609,782 '45 5.597,584 8.5 4,569,063 62 4,326,093 2.7 3,585,604 96 2,996,84 1 , .7 2.756.298 "0 3,303,17'2 " 3,854248." " 5 4,632,901 ' 3 4,519.336 5,133.790 , 7 6,424,579 -57 6,070,7 18 54 31.554.671 73 33,846.87f;) 64 36.697,042 , 7 44,925,323 , 8 48,431,329 17 52,174.643 n -2007 2008 Mar Apr May Jun Jul Aug Sop 0" Nov "'"' Jan Feb Mar Apt May Jun Jul Au, Census PrODS 27 27 27 27 28 28 "28 28 " 28 28 28 28 28 28 28 28 Census Rooms '868 '868 '868 '868 2007 2007 2007 200' 2007 2007 2007 2007 2007 20{)7 2007 2007 2007 2007 0/0 Rooms Pa'1lcrpants 191 19 1 '9 . 79' 706 806 806 780 806 80,6 806 806 806 8' 9 819 800 784 784 A blank 10'" md,cates InsuffiCienT oata SMITH TRAVEL RESEARCH Tab 3 -Response San Luis Obispo, CA City of San LUIs Obispo For the Month of August 2008 2006 2007 2008 STR Chg in Code Name of Establishment City & State Zip Code Aft Date Open Date Rooms Rms F M.A M J J A SON 0 J F M AM J A S,O N 0 J F M A M J A SON 0 26014 Apple FalTlllnn &Trellis Court 2106 Best Western Somerset Inn San Luis Obispo. CA San LUIs Obispo. CA 93401 93401 Augl9aa Jun 1962 Aug 1988 Jun 1962 104 39 a 0 0 0 0 o 0 • • 0 a a ..0 0 00. • 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 • • • 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 Creek Lodge San LUIS Obispo, CA 93401 Aug 2002 Aug 2002 25 19674 Sands Suites &Motel San Luis Obispo. CA 93401 Jun 1985 Jun 1985 70 o a () 0 0 o 0 o 0 o a 0 000000 26511 Super 8 San Luis Obispo 7247 Travelodge San Luis Obispo San LUIS ObiSPO, CA San LUIS Obispo, CA 93401 93401 Feb 1989 Jun 1960 'Feb 1989 Jun 1960 49 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 o 0 0 a a 56038 Courtyard San Luis Obispo 26042 Embassy Suites San LUIS ObiSpo San Luis Obispo, CA San LUIs Obispo. CA 93405 93405 Jul2oo7 May 1995 Jul2oo7 Dec 1986 139 195 ·.. 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 San LUIS ObiSpo. CA San LUIS Obispo, CA San LUIS ObiSPO, CA 93405 93405 93405 Jun 1958 Mar 1973 Aug 1992 Jun 1958 Mar 1973 Mar 1988 109 86 117 .... ·.. 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 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 OOCC0000000000000000000000000 10397 VagabondlnnSan Luis ObiSpo San LUIS ObiSpo, CA 93405 Nov 1968 Nov 1968 60 Total Properties. 28 2007 -Monthly data received by STR • -Monthly and dally data received by STR Blank -No data received by STR Y -(Chg In Rms) Property has experienced a room addition ordrop during the time period of the report A blank row Indicates Insufficient data. SMITH TRAVEL RESEARCH SUNGARD PENTAMATION DATE: 10/01/08 TIME: 12:45:19 -FUND ACCOUNTING V4.1 CITY OF SAN LUIS OBISPO EXPENDITURE STATUS REPORT PAGE NUMBER: EXPSTAl1 SELECTION CRITERIA: ACCOUNTING PERIOD: expledgr.key orgn='11300' 4/09 - SORTED BY: FUND,FUNCTION,PROGRAM,lST SUBTOTAL,2ND SUBTOTAL,ACCOUNT TOTALED ON: Fu~D,FUNCTION,PROGRAM,lST SUBTOTAL,2ND SUBTOTAL PAGE BREAKS ON: FUND,FUNCTION,PROGRAM FUND-I00 GENERAL FUND FUNCTION-50 COMMUNITY DEVELOPMENT PROGRAM-11300 COMMUNITY PROMOTION 1ST SUBTOTAL-720 CONTRACT SERVICES ACCOUNT - --TITLE - -- -- 2ND SUBTOTAL-797 BUDGET SUBTOTAL PERIOD EXPENDITURES ENCUMBRANCES OUTSTANDING YEAR TO DATE EXP AVAILABLE BALANCE YTD/ BUD 7337 7339 PROMOTION & PUBLIC REL CHAMBER & VIS & CONF BUR TOTAL SUBTOTAL 216,701.32 209,700.00 426,401.32 .00 .00 .00 148,765.29 164,818.02 313,583.31 28,336.03 44,849.98 73,186.01 39,600.00 32.00 39,632.00 81.73 99.98 90.71 TOTAL CONTRACT SERVICES 426,401.32 .00 313,583.31 73,186.01 39,632.00 90.71 7455 COMMISSION & COMM TOTAL TRAVEL. MEETINGS MTGS & DUES 1,000.00 1,000.00 .00 .00 .00 .00 9.16 9.16 990.84 990.84 .92 .92 TOTAL OTHER OPERATING EXPEND 1,000.00 .00 .00 9.16 990.84 .92 TOTAL COMMUNITY PROMOTION 427,401.32 .00 313,583.31 73,195.17 40,622.84 90.50 TOTAL COMMUNITY DEVELOPMENT 427,401.32 .00 313,583.31 73,195.17 40,622.84 90.50 TOTAL GENERAL FUND 427,401.32 .00 313,583.31 73,195.17 40,622.84 90.50 TOTAL REPORT 427,401.32 .00 313,583.31 73,195.17 40,622.84 90.50 Verdin i"k ~~ October 2008 Date: 10/8/08 To: PCC Members, Brigitte Elke From: Verdin Marketing Ink Subject: Advertising Contract Activities for September 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 September 2008. Sec. Objective Results 1 Action Assist in implementing the City's Tourism Marketing Plan Goals and Objectives 1.1 Maintain and improve upon strategic Inclusion of links to area alliance websites from alliances Collaboration with SLO Vintners, Bike e-newsletter Center. Children's Creative Project. Botanical Gardens, Santa Lucia chapter of the Sierra Club, Garden's Kitchen 2 Coalition, SLODTA, Arts Obispo, SLO Art Use the Brand: San Luis Obispo: Experience the SLO Life! 3 Plan, prepare and implement Ad Campaign 3.1 Development of ad concept Inclusion of family and kids element in adsDeveloped new ad headlines, imagery 3.2 Design and production of ad materials Ongoing as needed 3.3 Media Buys and placement Traffic from Google decreased by 33%. Yahoo decreased Yahoo Search Marketing spend by Decreased Google ADwords spend by 35% and traffic decreased by 10%. 8% to meet new budget requirements. 3.4 Explore cooperative advertising No co-ops placed in September opportunities 3.5 Advertising budget management 32% of annual (2008-09) budget has been spent 3.6 Advertising and consumer relations services 1,371 sentHard Copy Visitors Guide completed 3.7 Work with the Marketing Subcommittee Meeting by email 9/23 Information re: postcards '.lan luifObBpo • 8oS-S41-QOOS' ".w.ftrdinmarketing.( m Sec. Objective Action Results 4 Consumer Relations 4.1 Provide "direct marketing" services to Contacted all SLO hoteliers to participate in 9 will participate consumers promotional survey giveaway 4.2 Develop targeted themes to attract 22% decrease in total click thrus: from 7,659, consumers to the region (collaborate with Keywords for niche markets are being refined as consistent with the decreased ad spend. PR Contractor and PCC Marketing the ADWords campaign continues. 2.3% conversion rate maintained Subcommittee) 4.3 Pursue other targeted niche opportunities Full page ad purchased in Hollywood Bowl 30% decrease in referral traffic (over August) Summer Program (ads to run Jul, Aug and Sept) 28 total Click thrus on Hollywood Bowl landing Purchased ad in Sunset Magazine page Research underway to use targeted partner sites through Google to enhance niche site visibility 4.4 Use local events and amenities in consumer Included GIA events in e-newsletter (See section oriented emaiL electronic newsletters and Searched all 2008 GIA recipient event listings for inclusion in September e-newsletter 1.1 for complete list) other web-based promotional opportunities 4.5 Pursue focused promotional opportunities Harvest Festival video cast included in September with local orgs to reach target audience Promotion for Harvest Festival e-newsletter; inclusion on visitslo home page. 4.6 Monthly, send e-newsletter promoting city Ongoing compilation of events to highlight in e-September e-newsletter sent 8/28 events and new visitor opportunities to e- newsletter. 21,853 sent database. Provide copies to all city lodging 2,392 opened properties and encourage its use by visitors. I I % open rate Make a copy available to the Chamber for 32% click thru rate (link summary: Attachment I) placement on visitslo.com 4.7 Explore other direct marketing opportunities 9 hotels agreed to participate. Survey sent to email in defined feeder markets Survey questions complete, All San Luis Obispo list of 5,554 on September 28.657 have been promotional voucher giveaway (survey hotels contacted regarding participation in the completed. (12% response rate) completion incentive for consumer) 5 Provide advertising fulfillment services in response to requests for materials 5.1 Subcontracted out to the Chamber of Looking into new folders for improved Received samples folders. deferring development Commerce presentation of the visitors guide to consumer. to FY08 5.2 Direct consumers to the website for 1.371 requests submitted to the Chamber, 10% fulfillment as well as development of the All ads include web address/landing page directing to a page with an option to subscribe increase from August. electronic database to the newsletter and get a visitor's guide 629 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. 6.1 Quarterly Report Contractor Presentation: 12/I 0/08 Next report: III12/08 1910 Broad HtHt ·hn lois Obitp.· 8o~·~41·qoo5.· www.verdinmarketing.com Attachment I Attachment 2 September E-Newsletter Link response click thru rates Click Link Count Wine Month 148 Cooking Classes 80 Tomato Extravaganza! Botanical Gardens 74 Hiking Trails 69 I Madonnari 63 Farmers'Market 44 Plein Air 40 Restaurants 40 Harvest Video 36 Art After Dark 36 Wine Country Map 34 Bicycle Ride Calendar 33 Bike Happening 25 Wine Tasting (Winery Listing) 22 TOTAL 744 Sunset Magazine Ad -September Fresh produ::e, fresh air, fresh perspective. Yudin Marketing Ink· lqlO Broad Hreer . hn lUis Obispo-8oS-Hl-qo05' www,verdinmarketing.(om , f. San Luis Llbispo~Chdmber of COIllnlerce Report to City of SLO PCC/September 2008 Sec. I Objective Action Results 1 IAssist in implementing City Tourism 'to 6_"_L_~ Goals and Objec 1.1 I Continue to maintain and improve upon Meet with Symphony to talk about Sent out information to promote Straight Strategic Alliances. upcoming promotions. Down Golf Classic in SLO-sent press release and scheduled to send two more. Attended EVC Tourism Meeting with other organizations. Uploaded videocast for Harvest Fest on vistislo.com. Send out info about Harvest Meet with SLO County Airport to talk Festival-will promote festival at about promotions for City through Homecoming. airport. Added more airport info to visitslo.com. Meet with APCD to discuss starting a CarFree website in SLO to promote travel to SLO without car. Will begin meeting regularly. Meet with Jean Johnstone from State Office of Tourism-to discuss ways to use their pr services to promote our events. 1.2 Collaborate with other contractors Meeting every month Meet with VMI about survey. Meet with VCB about upcoming promotions. 2.0 Use of City's Brand Have set up to participate in Cal Poly's Homecoming celebration-table representing San Luis Obispo. Will be promoting City Brand through airport promotions-including posters in waiting room. 1··•.·3 Focus on Public Relations Efforts ii .... 3.1 Utilize targeted themes Quarterly themes-Travel Sites and Wine. Made contact to update info on several travel sites. Sent SLO and Harvest info to many wine publications. 3.2 Provide information to travel/assignment editors Submitted Madonna Inn for story about Hotels with new attractions. Writer Wilkening-will be featuring spa and pool in Hotel Interactive magazine. Sent info for dinners at Madonna inn for CA Holiday Travel piece. Sent info on Flying Caballos and Old Edna for Farm and Ranch Stay article. Sent info on Hands Gallery for CA Shopping article. Sent info on SLO as a dog friendly place to dog travel network and dog travel channel. 3.3 Target various niche interests Will being targeting travel sites. Finished. 3.4 Maintain and improve strategic alliances through special events Working on Town Gown Conference- promoting SLO as a destination. Working with Culinary Carnival on promoting the event in SLO. Working with Jeep 48 Straight to promote their upcoming event in October. Big changes include having a concert series in conjunction with the event. 4 Media Relations i'iii ......... , i 4.1 Aggressively maintain and develop relationships with travel writers/editors Postponed-Will be hosting travel writer who writes for publications including Delta, Budget Travel, Travel and Leisure, National Geographic Adventure. 4.2 Target specific media markets Pitched a some key travel publications in European market. 4.3 Respond timely to media requests 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) 4.5.2 8 magazine articles (2/8) 4.5.3 24 newspaper articles (0/24) 4.5.4 24 general media coverage (calendars) Continue to send events to calendars (52/24) Worked on adding fall events to calendars. 4.5.5 12 articles or info updates to electronic media (5/12) MSN.com picked up Sunset story 4.5.6 Two broadcast events Jeep 48 Straight (October 2008) (0/2) 4.5.7 Top 20 guide books-solicit coverage 5 ~peci£ic;; P~",lic Relations EHorts 5.1 Develop Story Ideas 5.2 12 press releases/ 4 "What's New" (3/12) Sent release about Stragiht down golf tournament 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 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 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 00 I Sail I.uis Obi 'I''' Ch(H11her of ('omnH:TCl' www.VisitSLO.com Web Site Activity September 2008 Sept '08 Aug '08 Sept '07 # of distinct visits/sessions: 36,340 49,617 26,379 # of total pageviews: 211,206 266,967 129,733 A vg. sessions per day: 1,211.33 1,600.54 879.30 A vg. pageviews per session: 5.81 5.38 4.91 A vg. length of time on site: 05:28 04:42 05:32 Graph is # of sessions/distinct visits over a one-year period. Top three most viewed pages: Sept'08 Aug '08 Sept '07 Lodging: 1,234 2,155 714 Activities: 495 784 n/a Wine Tasting: 259 443 n/a Number of Hours expended: 32hrs Calendar lnputting-20 hrs Updating/Changes/Additions-12 hrs ,~ San luis O~isp() (hi:,mber oj-(omni()rCe Visitor Center Contract September 2008 Visitors to Center: Promotional materials distributed: City Maps County Maps Visitor Guides Visitor Packets Advertising responses fulfilled: EnjoySLOwines.com/Advertisement BeautifulSLO.com/Advertisement We1comeSLO .com/Ad vertisement TraveltoSLO.com/Advertisement GoToSLO.com/Advertisement LetsGoSLO.com/Advertisement 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 Sep.08 6,209 124 131 60 629 47 371 315 1,371 13,070 13,070 Aug. 08 Sep.07 6,731 5,794 152 149 60 233 215 57 31 653 394 63 34 244 36 272 91 1,232 555 11,699 3,716 11,699 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER SEPTEMBER 2008 PEOPLE COUNT DAY DATE PEOPLE DAY COUNT PEOPLE EVENING COUNT Thursday 4 261 42 Friday 5 290 26 Saturday 6 255 24 Thursday 11 266 56 Friday 12 222 49 Saturday 13 295 72 Thursday 18 364 35 Friday 19 270 27 Saturday 20 229 58 Thursday 25 335 29 Friday 26 266 27 Saturday 27 240 26 Total 3293 471 CALENDAR OF EVENTS Total number of events in September calendar: 102 Total number of events inputted as of 01/01/2008: 605 Number of Events inputted during this month: 77 SAN LUIS OBISPO CHAMBER OF COMMERCE VISITOR CENTER SEPTEMBER 2008 VISITOR RELATED EMAIL &PHONE CALL REPORT DAY DATE PHONE CALLS EMAIL Monday 1 25 2 Tuesday 2 34 9 Wednesday 3 27 4 Thursday 4 20 6 Friday 5 33 7 Saturday 6 13 0 Sunday 7 12 1 Monday 8 33 8 Tuesday 9 21 8 Wednesday 10 25 7 Thursday 11 28 6 Friday 12 15 3 Saturday 13 14 0 Sunday 14 25 0 Monday 15 23 4 Tuesday 16 22 7 Wednesday 17 22 13 Thursday 18 34 6 Friday 19 25 3 Saturday 20 17 0 Sunday 21 21 4 Monday 22 39 12 Tuesday 23 25 9 Wednesday 24 21 3 Thursday 25 38 2 Friday 26 32 2 Saturday 27 25 0 Sunday 28 11 0 Monday 29 14 4 Tuesday 30 25 10 Total 719 140 San Luis Obispo County Visitors & Conference Bureau SLO PCC Report -September 2008 Section Objective Action Results 1.1 Partnering with SLO Vintners; Cal Poly; Arts community Mentioned Plein Air Art Fest & Open Studios in eNewsletters, SLO Vintners took ad in "eSpecial" 47 clicks on ad to SLO Vintners website, 12 clicks to SLO Art center website 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 224 Guides sent to California Meeting Planners with invitation to Fam (cancelled) 4.1 Info Requests Responded to phone, reader response card, website requests 1,307 guides sent, 181 e-guide requests, 1508 total ad responses. YTD: 3,917 guides, 775 e ~uides and 4,254 ad responses 4.2 Info Contact & Referrals Phone and website referrals 9,430 referrals to SLO City member sites. YTD: 41,976 4.3 Special Events & Cultural Offerings Website contains 273 separate events of SLO-City only events; Continuously adding/updating to list of events, SLO Little Theatre play listed in "This Week in SLO County" 4 weeks Created "October Arts Month" web-page 1,740 referrals to SLO events. YTD: 5,816 "This Week in SLO" distributed to 795 member contacts each week Emailed Art After Dark to 795 contacts 44 clicks to October Arts Page 4.4 Newsletters Mentioned upcoming City Plein Air & Open Studios events in eSpecials & Visitor eNewsletter 44 clicks to October Arts Pag-e 5.1 Increase group business Buy related Google adwords; E-Mailed & Mailed invitations to Meeting Planners for Fam Trip for October 14-16, 2008 (cancelled) 52 clicks to Landing Page for invitation- YTD: 125 clicks 5.2 Represent City at trade shows Attended awards dinner in Anaheim (Sept 6) for Australian Travel Agents Fam Tour Discussed SLO County to dozens of travel agents; Madonna Inn prominently shown 5.3 Work with Individual prospects to Coordinate Conferences 9 group leads sent out to members for an estimated economic impact of $42,704. YTD: 28 leads with an estimated economic impact of $553,322. 5.4 Promote PAC; Damon Garcia; other Encourage PAC to load 2008-2009 events Over 100 PAC events on website, 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. Hosted "Fam Tour" of 19 top Australian Travel Agents in first week of Sept. Fam Group went to Farmers Market, stayed at Madonna Inn, toured downtown SLO. Attended monthly Central Coast Tourism Council meeting. 6.3 Develop appropriate materials (website, contests, ads) Video Player added mid-August to home page New on-line booking engine much more popular than Travclocity's was 2,510 Clicks to video player from site links; 1,589 clicks in to SLO Hotel Reservation websites from on-line YTD: 2,389 I 8.3 t·5 Icompleted Press Visit PR Releases in development; Press Releases YTD: None so far 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 eGuide added to website. Started planning for Spring/Summer 2009 ~ will emphasize Summer Fun & Value. 6.7 Attend various media/leisure/group trade shows 7.0 Serve as Film Commission Evaluate emailed inquiries for locations No leads received of interest; received some not of interest 8.0 Monthly Reports Content 8.2 Summary of web stats Total Visits: 79,859 for the month Avg. Visits/Day: 2,662 Avg. Page Views/Visit: 8.98 Click Thrus (CT) to all Members: 27,837 Click Thrus (Cn to SLO Members: 9.430 Total visits YTD: 276,504 Total CTs to all members YTD: 120,933 Total CTs to SLO Members: 41,976 SLO Calendar CTs YTD-5,816 I Summary of PR Efforts Press Contacts California Travel and Tourism Commission • Caiifomia Offers The Best in MicroBreu)eries -September 30, 2008. Press release included information about Firestone Walker Brewery in Paso Roble and Downtown Brewing Company in San Luis Obispo, which was submitted by FSC on behalf of SLOCVCB. • Caiifomia Takes on a Spoo~y Side uJZfh Haiiou!een Events -September 30, 2008. Press release included information about the Zoo Boo at the Charles Paddock Zoo in Atascadero, which was submitted by FSC on behalf of SLOCVCB. • Submitted information to CTIC about Sweet Earth Chocolates, Downtown Brewing Company and Firestone Walker Brewerv in response to chocolate and beer request from leading food and wine ma,gazine. Coverage • August 24, 2008 -USA WEEKEND Magazine. Travel Special -"Budget travel deals and tips" -by Kimberly Lisagor included SLOCVCB's online "Getaway Gas Deals." Words: 34. Circulation: 23 million (623 newspapers). • September 2008 -BayAreaFamiiyTraveicom. Online magazine features article -"Avila Beach Beckons this Fall" -by Kathy Chin Leong. Article was generated as a result of Kathy's participation in FallFest press trip, October 2007. Words: 1,057. • October 2008 -Smart A1eeting Magazine. Destination feature -"Golden State Sampler" -written by Renee Brincks, was about Central California Coast and included section on San Luis Obispo County. Words: 2,688. Circulation: 31,500 national meeting professionals (corporate and association). 2 • Wednesday, September 3, 2008 -Lm Angeles Times. Information about FaliFest, which was compiled by Avital Bimhtock, was included in Travel Calendar. Words: 40. Circulation: 773,884. • Sunday, September 28, 2008 -The Sacramento Bee, Explore. "0, Cambria!" by Ann Tatko-Peterson, Travel Editor, Contra Costa Times. Feature was generated by press visit organized by San Luis Obispo County VCB, May 16-18, 2008. Photos: Four (3 color, 1 B&W). Words: 1,044. Circulation: 307,480. Pending Coverage • Sunset Magazine, 8-page feature about southern portion of SLO County by Matt Jaffe to appear in future issue. • Westways Magazine, feature about Paso Robles by Beth Fhaner is scheduled to appear in the September 2008 issue of the Los Angeles edition. • Copley News Service. A major travel feature about San Luis Obispo County by Richard Carroll, with photos by Laura Weston, was posted with Copley News Service on January 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 future Issue. • Flying Adventures Magazine. SLO County and Hearst Castle features scheduled to appear in the September/October issue of Flying Adventures Magazine. The official publication of the Aviation Safety Council, the bi-monthly magazine has a circulation of 135,858 throughout the U.S. • GoodLi(e Magazine (Canada). Cambria and Hearst Castle to be included in feature about travel between San Francisco and LA by Brenda McMillan in November 2008 issue. GoodI.i(e Magazine is a bi-monthly lifestyle magazine with a circulation of approximately 120,000. 8.4 Summary of advertising placements Fresno Bee (9/14) & Bakersfield Californian (9/21) co-op pages; LaTimes.com "Travel Unravalled" eN ewcletter ad TripAdvisor -Two Banner ads: Wine Festivals, and for Arts Events Open Studios mention, order "New Guide" with SLO Mission cover used. Guide requests, website visits, 27 clicks to specific September Sunset Magazine landing page 47+ Clicks from LATimes.com 44 clicks from all TripAdv:isor links 8.5 City specific AD & PR efforts 8.6 Media placement reports (per PR Trak service) Report attached 3 September 2008 SLO County Market Category 1Domain Media Source 1SubDomain Date Time 1Color 1Location Min: Sec Inches Word Count PR TN MP Media Value x Publicity Value Circulationl Impressions SAN LUIS OBISPO COUNTY ALLPR Newspaper Los Angeles Los Angeles Times 09103/08 BNV Fall Fest in Travel Calendar by Avital Binshtock Sacramento -Stockton -Mod' Sacramento Bee, The 09/28/08 BNV "0, Cambria" by Ann Tatka-Peterson Subtotals Newspaper: 2 Subtotals ALL PR: 2 Subtotals SAN LUIS OBISPO COUNTY: 2 Report Totals Total Placements: 2 0: 0 0' 0 0.0 0: 0 0.00 0.00 0,00 0,00 40 1044 1,084 1,084 1,084 1,084 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1,452.80 17,404.73 18,857.53 18,85753 18,857.53 18,857.53 1 1 1,452.80 17,404.73 18,857.53 18,857,53 18,857,53 18,857.53 894,155 311,459 1,205,614 1,205,614 1,205,614 1,205,614 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 Burrel Ie'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. 10102/08 09/01/08 Page: 1