HomeMy WebLinkAbout02-11-2015 LRC2 TBID Board ReportTourism Business Improvement District
Meeting Minutes
Wednesday, January 14, 2015
10 am
City Hall
CALL TO ORDER: Chair Nipool Patel
PRESENT: Adams, Pearce, Patel, Walker
STAFF PRESENT: Molly Cano, Tourism Manager
Call to Order at 10:03 am
PUBLIC COMMENT
Councilwomen Carlyn Christianson introduced herself to the Board as the new Council Liaison to the
TBID.
CONSENT AGENDA
ACTION: Moved by Pearce/Adams to approve the consent agenda.
Motion carried 4:0
PRESENTATIONS
1. MARKETING AGENCY QUARTERLY UPDATE
Representatives from BCA + StudioGood presented the quarterly update to the Board on the marketing
activities during the previous quarter. Highlights included: the launch of the new tourism brand logo and
campaign; launch of the media plan (sunset.com, latimes.com, TripAdvisor, Facebook, Twitter, Weekend
Sherpa, and San Francisco Chronicle); running of the SEO and SEM campaigns; website redesign,
updates, and audit; and newsletter updates and distribution. SLO Chamber representative Molly Kern
presented the PR highlights. Maggie Cox thanked the Board for their hard work and praised the efforts
of the marketing team in their accomplishments. The TBID Board agreed with the remarks and
expressed their gratitude for the work.
2. SLO CHAMBER OF COMMERCE QUARTERLY UPDATE
Ermina Karim from the SLO Chamber presented the quarterly report for their contract with the SLO
TBID. Highlights included: 24% increase in walk-in traffic to the Visitor Center; 3% increase in phone calls
during the quarter to the SLO TBID line; continuing the quarterly visits to properties to distribute
information and maps; presented the updated map design for the tear-off maps. Over 150,000 maps are
distributed annually. The Board expressed their appreciation for the work of the Chamber.
DRAFT
Tourism Board Improvement District Minutes Page 2
BUSINESS ITEMS
1. SIXEL CONFERENCE SPONSORSHIP
The Marketing Committee presented the recommendation for sponsorship support for the SIXEL
Airport conference on April 21-23, 2015. The committee recommended the $2500 sponsorship for
the Thursday evening farmers’ market tour and dinner. The committee also discussed their intrest is
support the event design to ensure a SLO centric represntion. The Board discussed the potential
need for additional funds to cover added expenses to implement the SLO centric vision. The
Marketing committee will come back to the Board at a later meeting to consider the additional
funding needs.
ACTION: Moved by Pearce/Adams to sponsor the SIXEL conference Thursday evening dinner for $2,500.
Motion carried 4:0
The Board requested the marketing committee to bring back a recommendation of implementation
expenses when needed.
2. SLO MARATHON ADDITIONAL SPONSORSHIP
The Marketing Committee presented the recommendation for the TBID support of RaceSLO events
for the sponsorship of an inflatable arch. The arch would be used at all local event produced by Get
Off the Couch including Giro, Central Coast Cancer Challenge and SLO Marathon. The sponsorship
would be a 4 year contract paid over the 4 years. The design of the arch would be handled by the
marketing agency in partnership with the race producers in order to represent the SLO Tourism
brand. The Board requested that since this arch can’t be used for both the start and finish of the SLO
Marathon, that Get Off the Couch would work with the marketing agency on the hard start arch
design as well.
ACTION: Moved by Walker/Adams to sponsor race arch for the Get Off the Couch events fir $20,000
over a four-year term with payments made in year-year installments as recommended by the marketing
committee.
Motion carried 4:0
3. STRATEGIC PARTNERSHIP SCORECARD REVIEW
The Management Committee presented the draft Strategic Partnership scorecard for the Board to
consider for implementation and use. The Board felt like it addressed qualitative and quantitative
needs. Public comment was received by Ermina Karim to include a short answer question relating to
historical feedback. The Board directed staff to make that edit. The Board will begin using the
scorecard for the end of the year presentations.
4. STRATEGIC PLAN ROLES & RESPONSIBILITIES LIST REVIEW
The Management Committee presented the draft Roles & Responsibilities List for the Board to
consider for implementation and use. The Board supported the work of the Management
Committee and agreed to receive and file the list. The Board discussed that this tool would be useful
in recruiting new Board members.
COMMITTEE COMMUNICATION
Tourism Board Improvement District Minutes Page 3
HOTELIER UPDATE
The Board discussed the hotelier updates. Pearce mentioned that he had reached out to his properties
and the feedback was that things were good overall. One suggestion was for the TBID to initiate a
conversation between the conference hotels in order to pursue larger group bids.
PCC UPDATE
Pearce reviewed the PCC minutes with the Board.
TOURISM PROGRAM UPDATE
Molly Cano presented the Tourism Program update:
- February will be a month full of travel
o Tradeshows
o Outlook Forum
- Homestay Ordinance was passed
o Will be contributing to TOT and TBID assessment
o Management committee will be working proactively on our policies and procedures for
integrating them into TBID programs
o Management Committee will be begin this discussion at the 1/27 meeting
- Promotion Theme: Craft Beer
o On slot of craft beer in our community
o Working on developing this theme – itineraries, partnerships, events
o SEO/social listening contractor to gauge projected impact for SLO
o Meeting with the Craft Beer Week team for promotional/partnership opportunities
Upcoming Business:
- GIA program will open on 2/2
- SLO Wine- will present to TBID in February, including an opportunity for media FAM during April
- Event Requests
o Roll Out the Barrels in April
o 24 Hr Adventure Race
o L’Eroica (vintage bike ride)
o SAVOR for 2015 planning
- Subcommittee Dates:
Events promotion subcommittee with PCC is currently being scheduled.
Meeting adjourned at 11:25 am