Loading...
HomeMy WebLinkAbout09/03/1996, C-8 - USE OF PROMOTIONAL COORDINATING COMMITTEE (PCC) ENHANCED PROMOTIONAL FUNDS council ".1610" q-3-9r0 j agenda RepoRt '�"� �• CITY OF SAN LUIS OBISPO FROM: Ken Hampian, Assistant City Administrator 1 Prepared By: Wendy George, Assistant to the CAO 0 f SUBJECT: Use of Promotional Coordinating Committee (PCC) Enhanced Promotional Funds CAO RECOMMENDATION 1. Approve the PCC's recommendation to upgrade tourism advertising "fulfillment" materials by including the Chamber of Commerce Visitor's Guide, using $9,600 of Enhanced Promotional Funds and$7,400 of Community Promotion 1995-96 carryover funds. 2. Authorize the mayor to execute an amendment increasing the Barnett, Cox and Associates contract by $17,000 to cover the cost of the upgraded "fulfillment" package. DISCUSSION At its February 6, 1996, the City Council approved the PCC's recommendation to use 1995-96 Enhanced Promotional Funds to upgrade the City's tourism advertising"fulfillment" packages by including the Chamber of Commerce Visitor's Guide. The addition of this extremely attractive magazine created an advertising response that was very exciting and far beyond the PCC's initial expectations. There were approximately 6,300 requests for material in 1995-96, as opposed to 4,000 the prior year. The PCCs marketing subcommittee felt that it was critical for the City to continue to use the Visitor's Guide as a tourism promotional tool in order to stay competitive with other communities interested in the same visitor market. However,the two-year contract with the City's advertising firm, Barnett, Cox and Associates, was developed before this upgraded package was developed and the additional cost for printing and mailing the magazine was not included. Therefore, the subcommittee recommended asking the Council to once again approve the use of Enhanced Promotional Funds for this purpose. After analyzing the results of using the upgraded "fulfillment" package for two years, assuming the results are as positive as anticipated, the PCC intends to recommend that a similar annual expenditure be included in future tourism advertising budgets and contracts. The full PCC agreed that the inclusion of the Visitor's Guide appears to be the most significant improvement in the City's tourism advertising program of late and should definitely be included on an on-going basis. At its August 14th meeting the PCC approved recommending to the Council the use of$17,000 in Enhanced Promotional Funds for this Council Agenda Report - PCC Enhanced Promotional Funds Page 2 purpose. (See attached minutes.) The increased funding would cover the increased number of phone requests on the 800 line, the cost of printing the guides and the Chamber of Commerce's expenses for handling and mailing the "fulfillment" packages. When it became apparent that the inclusion of the Visitor's Guide in the "fulfillment" packages was eliciting a response far beyond what was originally anticipated, Barnett, Cox and Associates held back on some of its other advertising to assure sufficient funds to fulfill all the requests. As a result, $7,400 remained in Barnett, Cox and Associates advertising budget at the end of the 1995-96 fiscal year. Staff is recommending that these carryover funds be applied toward the cost of the "fulfillment" package upgrade, thus lowering the need for Enhanced Promotional Funds from $17,000 to $9,600. The PCC also recommended that the contract with the City's advertising agency, Barnett, Cox and Associates, be amended to include the additional funding for the "fulfillment" package. CONCURRENCES The Chamber of Commerce has agreed to cooperate in printing the additional magazines as part of their normal printing run to reduce costs. FISCAL IMPACT The 1996-97 Enhanced Promotional Budget is$50,000(Page D-117, 1995-97 Financial Plan). The proposed expenditures to upgrade the tourism "fulfillment" package are as follows: Enhanced Promotional Funds $ 9,600 Carryover Community Promotion Funds 7.400 Total $17,000 Attachments 1 - Amendment to Barnett, Cox and Associates agreement 2 - Minutes from the August 14, 1996 PCC meeting 3 - Proposed budget from Barnett, Cox and Associates /O5' AMENDMENT NO. 2 AGREEMENT WITH BARNETT, COX AND ASSOCIATES, INC. The AGREEMENT dated July 20, 1995 between the CITY OF SAN LUIS OBISPO, a municipal corporation, hereinafter referred to as "City" and BARNETT, COX AND ASSOCIATIONS, INC., hereinafter referred to as "Contractor", is hereby amended to ssrar'lls r,': . follows: EXHIBIT "A!', Scope of Work, Section 4 is modified as follows: 11. The 1996-97 fulfillment package will be upgraded to include the Chamber of Commerce visitors' guide magazine. SECTION 4, "City's Obligations" is modified as follows: 1996-97 ■ Upgrade Fulfillment Package $17,000 All other terms and conditions of the AGREEMENT remain the same. Both CITY and CONTRACTOR do covenant that each individual executing this addendum on behalf of each party is a person duly authorized and empowered to execute Agreements for such part. IN WITNESS WHEREOF, the parties hereto have caused this instrument to be executed on this day of September, 1996. ATTEST: ty Clerk APPROVED AS TO FORM: J �-� Jeffrey Jorgensen, City Attorney CITY OF SAN LUIS OBISPO A Municipal Corporation Allen Settle, Mayor CONTRACTOR Maggie Cdx, President PROMOTIONAL COORDINATING COMMITTEE DRAFT REGULAR MEETING MINUTES August 14, 1996 955 MORRO STREET 1. CALL TO ORDER The meeting was called to order at 5:33 p.m.by Vice Chairperson Natalie Diggins,with the following members present: Sandy Baer, Pati Brown,Anne Cruikshanks,and Dianne Long. Members absent were: Carol Ann Lockary and Bill Pyper. Wendy George served as staff. Also present were: Kathy Smith, Barbara Haile and Jane McVay (left approx. 5:45 p.m.). 2. PUBLIC COMMENT There was no public comment 3. INTRODUCTION OF JANE MCVAY, ECONOMIC DEVELOPMENT MANAGER Jane McVay introduced herself to the committee members and provided information concerning her experience and her view of her role with the City. Pati Brown then explained the history and purpose of the PCC to Jane. 4. APPROVAL OF MINUTES Sandy Baer pointed out that Item 14 should read the 'Art Center•, not the 'Arts Council' in both references. The minutes were approved by acclamation with this correction. 5. APPROVAL OF REQUESTS FOR ENHANCED PROMOTIONAL FUNDING a. Literacy Council - Multicultural Festival Pati Brown gave the background of whythe Grants-In-Aid Subcommittee had recommended that funding for this new Multicultural Festival come from the enhanced promotional funds rather than the usual GIA program. There has been precedent for funding new major events, such as the Film Festival and Decemberfest. In this manner. Kathy Smith of the Literacy Council then introduced Barbara Haile who has volunteered to help the Literacy Council with this event Barbara is currently monitoring the multicultural celebration,which is being held as part of the Performing Arts Center opening festivities,to develop contacts and ideas. The Literacy Council does not want the event to be just a street fair. The emphasis will be placed on expression of true cultures, including, in some cases, the religious aspects of the cultures. Music and food will be the main attractions. Dan Krieger from Cal Poly will also be helping the Literacy Council make contacts with major cultural groups. Publicity and attendance will be on a county-wide basis. b. Mystic Krewe of Kamival - Barricades The Mystic Krewe of Kamival also presented a request during the GIA process which the Subcommittee felt should be funded through enhanced promotional funds. Staff reported that at the July 10th Marketing Subcommittee meeting the Subcommittee recommended funding the purchase of barricades at $7,500 and suggested that staff investigate the possibility of additionalfunding coming from the emergency response budget Staff reported that the Fire Chief has indicated that he might be able to contribute $1,500 of emergency response funds, since the barricades would be available for emergency use. At4ctimen+ 2 �$�� c. Barnett Cox & Associates- Promotion Staff reported that at the July 10th Marketing Subcommittee meeting the Subcommittee had recommended funding the request for Barnett Cox&Associates for enhanced promotional funds to support the use of the Chamber of Commerce Visitor's Guide as part of the advertising `Fulfillment package. It was moved by Natalie Diggins, seconded by Sandy Baer, that the PCC recommend to the City Council that Literacy Council Multicultural Festival receive funding of $16,000; Mystic Krewe of Kamival receive $7,500; and Barnett, Cox and Associates receive $17,000. The motion passed unanimously. 6. APPOINTMENT OF REPRESENTATIVE TO ARTS COUNCIL ECONOMIC IMPACT STUDY Natalie Diggins reminded the committee that the PCC had awarded the Arts Council a grant to survey the economic impact of the arts on the county. The Arts Council then requested a time extension for performing the survey so that it could Include the impact of the Performing Arts Center. The Arts Council has now begun the process of developing a survey and would like a liaison from the PCC to serve on the committee. Staff presented the minutes and initial survey Ideas from the first Arts Council committee meeting. The PCC members expressed many concerns about the proposed survey, including its scope and meaningfulness. They felt that it was overly broad and probably duplicative of other efforts. Before designating a liaison to the project,the PCC suggested that Sandy Baer and the staff representative meet with the Arts Council committee members to explain the PCCs concerns and either suggest that they limit the survey significantly or abandon it all together. 7. OTHER REPORTS Staff indicated that at the July meeting PCC members were asked to consider their choices for liaison roles to be selected at the next meeting. Due to the absence of two committee members, the decision was made to hold off on selection until the September meeting. Sandy Baer reported that the Film Festival initial mailer has just been sent out. Staff passed around copies of the transportation counter card developed by the Tourism Council and the Parks and Recreation Department's self-guided recreation brochure which will be made available to local hotels/motels and.the Chamber of Commerce. 8. ADJOURNMENT The meeting was adjourned at 6:10 p.m. ��8'J .996-97 Preliminary Budget Review _ Collateral Budget: $2500 Anticipated Expenses: Accommodations Guide $ 750 Motel Newsletters 400 Flyer re: Poster 500 TOTAL $ 1650 800 Number Budget $5,000 Anticipated Expense: 7,000 x 1.50 TOTAL $ 10,500 Visitors Guides Materials Budget $0 Anticipated Expense: 7,000 guides (less 1600 already owned) = 5,400 guides @ 1.50 $ 8,100 Fulfillment Cost Budget $5450 (Chamber Contract) Anticipated Expense: 4,360 responses covered by COF Contract $ (5450) 2640 to pay for @ 1.25 $ 3300 Total Unbudgeted Amounts: $16,900 A4af.kmen+ 3 �.o