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HomeMy WebLinkAbout03/16/1999, 1 - USE OF PROMOTIONAL COORDINATING COMMITTEE (PCC) ENHANCED PROMOTIONAL FUNDS council j acEnaa Repoin �N CITYOF SAN LUIS O B I S P O FROM: Ken Hampian,Assistant City Administrative Officer Prepared By: Wendy George, Assistant to the City Administrative Officer ' SUBJECT: USE OF PROMOTIONAL COORDINATING COMMITTEE (PCC) ENHANCED PROMOTIONAL FUNDS PCC RECOMMEDATION 1) Allocate $3,000 of Enhanced Promotional funds to supplement the PCC grant made to the Mission Plaza Cultural Coalition, the Historical Society and the Friends of Las Casa s de Adobe (FOCA) for the production of a walking tour brochure. 2) Allocate $3,000 of Enhanced Promotional funds to modify the doors at the San Luis Obispo Chamber of Commerce Visitors Center so that they meet the requirements of the Americans with Disabilities Act(ADA). CAO RECOMMENDATION The CAO concurs with the recommendation to allocate $3,000 of Enhanced Promotional funds for the walking tour brochure. However,he does not concur with the recommendation to spend$3,000 of Enhanced Promotional funds on ADA compliance for the Chamber of Commerce Visitors Center doors. DISCUSSION Background Several years ago, in conjunction with an increase in the Transient Occupancy Tax (TOT) from 9% to 10%, the City created an Enhanced Promotional Fund to be used to finance innovative promotional ideas and provide seed money for new special events. Annually, the PCC makes recommendations to the City Council on how this fund should be spent. Two proposals have originated from the PCC requesting expenditures from the Enhanced Promotional Fund. The first is to supplement an existing PCC grant to several organizations which are planning to collaborate on a downtown walldng tour brochure. The second is to provide funding for repairs to the Chamber of Commerce Visitors Center doors to make them ADA compliant. Downtown Walking Tour Brochure In July, 1998, the City Council approved a grant of$3,500 to the Mission Plaza Cultural Coalition and the San Luis Obispo Historical Society to fund a self-guided walking tour brochure of cultural and historical facilities in and near the Mission Plaza. Several other organizations, including FOCA, also agreed to assist with the project. Following the award of the grant, there was a significant turnover among the staff of various Mission Plaza Cultural Coalition members (the coalition consists of the San Luis Obispo Art Center, the San Luis Obispo Children's Museum, the San Luis Obispo County Historical Museum, the San Luis Obispo Little Theatre and Old Mission San Luis Obispo de Tolosa.) As a result, the Coalition has been slow in starting the walking tour brochure project. 1-1 Council Agenda Report-Enhance Promotional Fund Recommendations Page 2 At a recent meeting of the Visitors and Conference Bureau's(VCB)Marking Committee, a member of the tourism industry informed a PCC member that there was a real need on the part of the hotels and motels for a conveniently sized walking tour brochure for tourists to use in the downtown area. This need was brought back to the full PCC for discussion. (See PCC minutes for February 10,1999, Attachment 1). The PCC, along with the VCB and the Chamber of Commerce representatives present at the meeting, all agreed that such a brochure would be a valuable tourism asset. Staff pointed out that the PCC has already made a grant to several organizations to produce a similar brochure, but that due to some organizational difficulties and lack of professional graphics experience the project was slow in developing. The size of the grant also limits the number of brochures that could be printed to its original purpose of providing a promotional piece to be distributed only by Mission Plaza Cultural Coalition members. In order to print enough pieces for them to be distributed by local hotels and motels, as well as the Chamber of Commerce, additional finding is needed. The PCC proposed that it supplement the amount of the original grant with $3,000 of Enhanced Promotional fiords in order to allow the Coalition to hire professional graphics help and print additional brochures. Specifically, the PCC suggested that the Coalition use the services of the City's advertising firm, Barnett, Cox and Associates, so that the brochure would have graphic continuity with the new City tourism brochure. At the same time, the PCC felt that the brochure should be broadened in scope beyond just the cultural and historical points of interest in the Mission Plaza area It should provide a walling tour that begins with upper Monterey Street and includes the Jack House. Staff has contacted the Mission Plaza Cultural Coalition, which in tum contacted FOCA. All the organizations involved with the original grant are excited about the possibility of augmentingit with Enhanced Promotional funds in order to create a more widely distributed and professionlly developed brochure. New ADA Compliant Doors for the Visitors Center The PCC has been told by citizens with disabilities who have used the Chamber of Commeke Visitors Center that the entry doors are extremely heavy and not in compliance with the ADA. At a recent meeting, the PCC was sensitized by a representative of SLOCO Access to the need for making the City's tourism industry friendlier to individuals with disabilities. Since the Visitors Center is a significant piece of the City's tourism program, and represents the City to many of its visitors, the PCC felt that it was very unfortunate that its doors prevented it from being ADA accessible. Therefore, the PCC is recommending that up to $3,000 be used to modify the Visitor Center's doors to provide the required accessibility. (PCC minutes of December 9, 1998, Attachment 2). While staff strongly supports the PCC's desire to make San Luis Obispo a disabled friendly city,we do not believe that it is appropriate to use City funds to repair the doors of privately owned property. Currently, the Chamber of Commerce only rents its Visitors Center location from a private individual. While the Chamber has indicated that it has no intention of leaving its location at this time, should a better location become available in the future, that is always a possibility. In addition, the Chamber has informed staff that the building housing the Visitors Center is scheduled to be remodeled in about five years. Should that remodel occur, there is no guarantee that the new doors could be put back in place. The PCC acknowledged both these staff concerns, but stated that it feels the convenience and good will provided to visitors with disabilities far outweigh these objections. 1-2 Council Agenda Report-Enhance Promotional Fund Recommendations Page 3 CONCURRENCES The Mission Plaza Cultural Coalition and Friends of Las Casas de Adobe concur with the recommendation to fund the walking tour brochure. The Chamber of Commerce concurs with the recommendation to fund ADA compliant doors for the Visitors Center. FISCAL MPACT There is currently $6,500 remaining of Enhanced Promotional Funds which would be sufficient to fimd both PCC recommendations. ALTERNATIVES The City Council could choose to fund both the PCC recommendations. As indicated above, staff does not believe that the recommendation to provide funds to make the Visitors Center doors ADA compliant is an appropriate use of City funds. Attachments 1. PCC minutes of February 10, 1999 2. PCC minutes of December 9, 1998 1-3 PROMOTIONAL COORDINATING COMMITTEE DRAFT REGULAR MEETING MINUTES February 10, 1999 Council Hearing Room, City Hall San Luis Obispo, CA 93401 1\APPROVALOF ORDER ing was called to order at 5:35 p.m. by Chairperson Sandy Baer with the following members Mitch Massey, George Newland, Bill Pyper, Denis Rizzo, Diane Hunt Roberts and Wilda Rosene. orge served as staff. Also present were: Maggie Cox, Susan Carvalho, Jonni Biaginni and Anja n. 2OMM T no public ment. 3L OF MINUTES The minutes of the regular meati of January 13, 1999, and the Marketing Subcommittee meeting of January 25, 1999,were both appro d as submitted. 4. REQUEST FOR REIMBURSEMENT FO TOUR GROUP EXPENSES Robert Mueller, a representative from the hote otel industry, spoke to the City about a funding situation occurring as a result of the VCB's actions to attra the Korean War Veteran's Conference to the San Luis Obispo. The Korean War group was originally plan ' g to go to Paso Robles but ,due to a quick response on the part of the VCB and a group of hotel/motel own ,they were encourage to visit San Luis Obispo instead. Unfortunately,the Korean War Veterans'group ked the VCB to pick up the cost of their flight and motel rooms. The VCB does not have funding to cover this a of request. It can sometimes get reductions on the room costs, but it has no relationship with the airlines w ' h would allow it to receive assistance on the airline tickets. The VCB advanced the necessary money and en went to the Major Events Task Force to receive some reimbursement funding. They received$500 from t group. Mr. Mueller wanted the balance of the money paid to the motel/hotel group (the total cost was ound$1,200)and the$500 reimbursed to the Major Events Fund. He also stated that the PCC shou ave funding available which can be used for this purpose in the future. Upon questioning by the VCB memb ,Jonni Biaginni indicated that in the"real world"it is not uncommon for Visitors and Conference Bureaus to p the airline costs for potential conference groups to visit the community. But as indicated above,the has no funding for this purpose. Bill Pyper agreed that there should be some funding available from some ere when this type of situation arises in the future. A discussion then followed among the PCC members as how the Major Events Task Force rejuvenates its funds. No one was quite sure how this happens. Theoup felt that it would be important to check with a representative from the Major Events Task Force, pal ap Paul LeSage. On a motion by Bill Pyper, seconded by Mitch Massey, the PCC unanimously voted to table the is a for the time being and to invite someone from the Major Events Task Force to discuss the issue with them a he next meeting. 5. USE OF ENHANCED PROMOTIONAL FUNDS FOR WALKING TOUR BROCHURE Bill Pyper stated that the motels and hotels do not have anything to hand out to people who want to walk around downtown. Bill suggested that we use the grant funding given by the PCC to the Mission Plaza Cultural Coalition and combine it with$3,000 of Enhanced Promotional Funds to develop a better walking tour brochure. The Mission Plaza cultural Coalition (MPCC)is supportive of this idea. Bill's proposed that the additional funding from the PCC be used to hire a professional who could assist with the graphics and production needs for the brochure. Specifically, he proposed using the services of Barnett Cox&Associates so that the brochure would have graphic continuity with the City's new Tourism Brochure. The PCC members were very supportive of this proposal. They indicated that instead of just including the area around Mission Plaza,the walking tour should go from Monterey Street to the Jack House. ATTACHMENT 1 1-4 PCC Meeting Minutes of Januai ' 1999 Page 2 On a motion by Bill Pyper, seconded by Diane Hunt Roberts the PCC unanimously approved the recommendation that the City Council allow the use of$3,000 of Enhanced Promotional Funding, along with the current MPCC grant of$3,500 to produce a downtown walking tour brochure. 6. &SE OF TOURISM BROCHURE BY OUTSIDE ORGANIZATIONS OR BUSINESSES Magg Cox indicated that the new tourism brochure has been very well received. Barnett, Cox & Associa s produced a press release which has helped draw notice to the brochure. She has received a request the Police Department to make brochures available at their location. She has also received several requ sts from private businesses to use the brochures for their own recruitment purposes. She asked the PC to provide some guidelines on how the brochures should be used. Should we just give them out? Or should sell them? Bill Pyper stated that he did not think City departments or members of the Tourism Industry s uld have pay to use the brochures. However, he did feel it was appropriate to ask private businesses to ay printing costs for the brochures. He proposed that we should give 50-100 brochures to each loca oteVmotel. However if the hotels or motels wants to use them for amass mailing they would also have top printing costs. The PCC members asked Barnett, Cox&Associates to do a survey in their next quarter) Tourism Newsletter to see how many brochures hotels/motels would be interested in using. After further discussion, on a moti by Wilda Rosene, seconded by Bill Pyper, the PCC unanimously agreed to the following policy: 1. Private sector businesses other than otels or hotels will pay the cost of printing the brochures. 2. Hotels and motels will receive the first brochures free. After that they will pay the cost of printing the brochure. 3. The City will be given a box of 500 brochur to be used by any City department that chooses to do. 4. The Chamber of Commerce and the VCB will ceived brochures at no cost. 7. REPORT FROM CHAMBER OF COMMERCE Anja Schlotman reported that the Chamber's Visitor's Center as been very busy receiving requests for information via e-mail. The total number of advertising respons s for the month of January, 1999, was 1,253 as compared to 658 a year ago. The number of actual visitors to a Center is slightly less than the comparable month last year, perhaps because last months'total w so high. She has fielded lots of requests for information about motels,especially related to the Mardi s event. Alex Calms was unable to attend the meeting however,Anja did point out that Alex had produced ress release on hiking in San Luis Obispo which was published in the Merced Sun-Star newspaper. Orange oast Magazine published a nice article entitled"Life in the SLO Lane". The Chamber is also still receiving re onses from an article in Runner's World. Staff mentioned that Dave Garth is looking at making some n suggestions on how to handle fulfillment responses, since the volume has increased so dramatically ov the past few years. 8. REPORT ON MARKETING Maggie Cox updated the PCC on her proposed revision in advertising placement. With$ 000 held out for advertising fulfillment, there is still$44,000 left to place various newspaper ads. She is prop sing placement as shown on page 11 of the agenda packet. She is also suggesting we extend our cable tele ' ion advertising into the San Jose area. In addition to the increased advertising in the LA Times,we ill be working on our TV advertorial and placements in Sunset Magazine's Southern and Northern Califo is issues. At the Marketing Subcommittee meeting, Denis Rizzo noted that some of the cable televisio advertising is marketed to less desirable cities. He asked if those cities could be pulled from the adve ' ing program. Maggie indicated that will be done. On a motion by Bill Pyper, seconded by Wilda Rosene, the PCC members unanimously approved the proposed media buys. Maggie indicated that at next month's meeting she will have a copy of the TV advertorial for the PCC to view. 1-5 mIn021086.Rx PCC Meeting Minutes of Decei 9, 1998 Page 3 i o 1. Provide more resources to the grant program. 2. Current grant funding level is$84,900 per year. This should be increas 5. USE OF ENHANCED PROMOTIONAL FUNDS FOR DISABLE ACCESS AT VISITORS CENTER It was moved by Bill Pyper and seconded by Wilda Rosene that the PCC recommend the Council allocate up to$3,000 for the purchase of new doors at the Visitors Center that allow for disable access. The motion was passed unanimously. 6. EPORT FROM CHAMBER OF COMMERCE a. ex Cairns reported that a 3-page article on San Luis Obispo had appeared in Runners World M azine. The article had rave reviews about San Luis Obispo. She also distributed a copy of the Ame n Planning Association Journal. A professor at Cal Poly wrote in the Journal about San Luis Obispo a perfect place for planners. An article appeared in a Spanish magazine about bubble gum alley. Ale istributed a press release on holiday activities in San Luis Obispo, such as First Night and performance t the Performing Arts Center. She is waiting to see what kind of response she gets from the press releas Alex was contacted by an Amtrak representative on the East Coast who is trying to push travel on the n Diegan by tying it into special events in cities along the route, such as in San Luis Obispo. She hopes t work with local businesses to offer discounts to Amtrak travelers on the San Diegan, as well. b. Anja Schlotman said that the were 295 more visitors at the Visitors Center this month compared to the same time last year. Anja is wo. ing to educate herself as quickly as possible on San Luis Obispo so she can share stories with visitors its history. PCC members suggested that she talk to Bill Cataneo and Dan Krieger to learn more of San uis Obispo's history. Anja had also decorated the Visitors Center for the holiday season. 7. REPORT ON MARKETING Maggie Cox reported that"all systems are go"for the Times ad that will begin in January. In order to cut down on the length of the meeting time, Maggie simply re d the PCC members to her written report for most of the rest of the information on her activities. She has nt ads to some of the regional sections of the LA Times to see what results may be gained. 8. REPORT FROM VCB Jonni Biaginni reported that more articles have appeared on San Luis Obi o in the Dallas, Texas, Trail Blazer. These articles are the results of a fam tour done by the VCB a while o. Eric Bailey from the United Kingdom included San Luis Obispo in his published article on"Great D s along the California Coast"in the Daily Telegraph. A Canadian writer who reached San Luis Obispo b means of Amtrak and then went to the Harvest Festival reported that she had a wonderful time even thoug it rained. Her article will focus on wine and trains. Jan Lynch attended the National Tour Association meet' and had 45 appointments—the most ever. Tour operators are already planning for the year 2000. VCB is working with the Korean War Veterans group to assist them in putting on a parade during their reunio in San Luis Obispo. Jonni will be in Chicago in the near future at the US Band Clinic to promote the WASE conference. The fundraiser held at Barnes& Noble Bookstore brought in$1,100 for the WASBE conference. ere will also be a fundraising golf tournament held in the spring. 9. CHAIRPERSON REPORT The Chairperson had nothing to report at this time. ATTACHMENT 2 1-6 PWft nidesh"In12 09.dDC