HomeMy WebLinkAboutPPP B2 TBID Annual Report PresentationCity of San Luis Obispo
Tourism Business Improvement District
Business Item #2 – TBID Annual Report
City Council Meeting
October 6, 2014
Background – Citywide TBID
•Established in 2008
•7-member Advisory Board
•2% assessment on lodging properties
“The purpose of forming the district as a business improvement area under
the Parking and Business Improvement Area Law of 1989 is to provide
revenue to defray the costs of services, activities and programs promoting
tourism which will benefit the operators of hotels in the district through the
promotion of scenic, recreational, cultural and other attractions in the district
as a tourist destination.”
State of SLO Tourism by the Numbers
•TOT contributed over $6 million in revenue to the City’s general fund
•Generated $1,217,300 in 2013-14 dedicated to Tourism Marketing for the
City of San Luis Obispo
•Average Occupancy was up to nearly 70%*
•Average Daily Rate (ADR) for the year increased by $5.00*
•Over 72,000 visitors served in the local downtown Visitor Center operated
by the Chamber of Commerce
* Source: Smith Travel Research
TBID Objective & Key Goals
Objective
The TBID’s objective is to promote tourism to San Luis Obispo and
expeditiously increase overnight stays in City hotels.
Goals
•Increase occupancy at all 38 hotel properties throughout the year
•Increase occupancy during shoulder months
•Increase occupancy mid-week
•Stabilize bookings and emphasize the City as a year-round destination
•Increase the length of stay
Advertising Partnerships Tradeshows
Events
Promotion
Tourism
Organizations Social Media
2013-14 Marketing Platform
2013-14 Marketing Activities
Focus on driving activities to website: sanluisobispovacations.com
Results Include:
49% increase in visits to website in 2014 vs. 2013 year cycle
54% increase in overall users
18% increase in page views
Digital Event Promotion
Email Newsletter
Banner Suites
Mobile Experience
•46% increase in mobile traffic to the
website
•Created GoSLO
an on-the-go mobile companion to the
SanLuisObispoVacations.com site
Much like a ‘matchmaking’ scenario, GOSLO
allows users to choose activities from a series
of illustrated cards. Based on their
preferences, GOSLO generates their ‘SLO
style badge’ with a customized vacation
itinerary.
Social Media - #ShareSLO
ShareSLO program continued to
focus on building the community.
2013-14 Events & Tradeshows
•Events Promotion
SLO Jazz Festival – NEW in 2014!
•1500 attendees
•17% were from out of the area
•$1.5 million in economic impact
•Tradeshows
•Participated in 3 California Travel & Adventure Shows
•Partnered with Hearst Castle at the shows
•Garnered nearly 2,500 new subscribers to the newsletter
Strategic Partnerships
5 Year Strategic Clarity Plan
Marketing Services RFP Process
Selection of a new marketing contractors for TBID
Looking Ahead to 2014-15…
•Complete SLO Tourism Rebrand
•Complete #ShareSLO Rebrand
•Addition of Helium to SLOVacations.com
•Helium is a customized online booking tool
•Beginning the implementation of the 5 Year Strategic Clarity
Plan by establishing the baseline year
Financials
•2013-14 Financials
•Anticipated Revenue: $1,217,300
•Total Budget: $1,250,604*
•Unaudited Expenditures $1,209,646
The difference will be available for carryover to the 2014-15
program budget.
•2014-15 Revenue Projection $1,259,060
* includes carryover from 2012-13
Next Steps
•Board Recommendation to continue the Tourism
Business Improvement District and the current
assessment of 2% of gross room rent.
•Resolution of Intention
•Public Hearing on October 21, 2014