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Home My WebLink About11/16/2004, C4 - APPROVE USE OF TOURISM PROMOTION LOGO (SAN LUIS OBISPO - EXPERIENCE THE SLO LIFE!) ON TROLLEYS council ac en as aepopt CITY OF SAN LUIS OBISPO FROM: Wendy George,Assistant City Administrative Officer Prepared By: Shelly Stanwyck,Economic Development Manager SUBJECT: APPROVE USE OF TOURISM PROMOTION LOGO (SAN LUIS OBISPO -EXPERIENCE THE SLO LIFE!) ON TROLLEYS CAO RECOMMENDATION As recommended by the Mass Transportation Committee and Promotional Coordinating Committee, approve use of the City's Tourism Promotion logo (San Luis Obispo - Experience the SLO Life!) on the City's two trolleys. DISCUSSION Background In response to declining transient occupancy tax (TOT) revenues, increased competition from neighboring communities, and a major Council Goal for 2003-05 focused on tourism, the Council adopted a Tourism Marketing Plan in 2003 with the following main objectives: 1. Increase transient occupancy and sales tax. 2. Develop and implement a brand image. 3. Enhance and use as a fulfillment tool the visitslo.com website. 4. Develop and maintain strategic alliances. 5. Collect more data about the City's market position. 6. Establish accountability standards for the community promotions contractors. As a follow up to objective #2, in 2004 Council adopted the Community Tourism Promotion logo, San Luis Obispo - Experience the SLO Life!, as our brand. Since the adoption of the Tourism Promotion logo, our advertising contractor has coordinated a celebratory presentation of the logo to local hotels and community promotions partners. Many of our local hotels display the logo in their lobbies. The logo is now used in our direct advertising campaign, in the San Luis Obispo Chamber of Commerce Visitors Center, on the visitslo.com website, and by our public relations contractor in all materials provided to travel writers. In discussing further opportunities to implement the logo, members of the PCC discussed the concept of placing the logo on the trolleys to better identify it as a visitor service. The trolley route has recently been improved and transports many visitors to and from the lodging properties on upper Monterey Street. Thursday nights in particular see high visitor participation on the trolley. Cy - � Tourism Promotion Logo on the Trolley Page 2 Advisory Body Consideration of the Concept On May 12, 2004, staff presented the concept of placing the Community Promotions logo on the trolleys to the Mass Transportation Committee (MTC). The MTC unanimously agreed that placing the logo on the trolleys would be beneficial to the City's community promotions efforts. Minutes of that meeting are Attachment 1. On May 12, 2004, the Promotional Coordinating Committee (PCC) discussed the MTC's support of placement of the promotional logo on the trolleys. The PCC felt strongly that the MTC's support of the concept was critical to its success. The PCC unanimously recommended placement of the Tourism Promotion logo on the trolleys. Minutes of that meeting are Attachment 2. Logo Placement Staff was directed by the advisory bodies to determine the optimum location for the logo and the cost of its placement on the trolleys. Attachment 3 shows where the logo is recommended to be placed on each of the trolleys. The logo is proposed to be centered in the window adjacent to the trolley entry door. When installed, the logo will be smaller than the overall window dimensions which are approximately 2.5 feet by 2 feet. FISCAL IMPACTS The cost of two, four color logos, including installation is $264.00. Funds are available in the Community Promotions Budget for this cost. ALTERNATIVES 1. Gold Leaf Logo. Public works staff suggested to the MTC that gold leaf lettering be used for the brand instead of a multicolor brand for consistency with other writing on the trolleys. The cost of two gold leaf logos would be approximately $100.00. Staff does not recommend this alternative because the community promotions logo is intended to be both whimsical and colorful, with the overall goal in placing it on the trolleys to alert visitors to the trolley services. 2. No Logo. This option is not recommended. Placement of the Tourism Promotion logo on the trolleys will increase its visibility to visitors and residents, a goal of the 2003 Tourism Marketing Plan. ATTACHMENTS 1. Minutes - Mass Transportation Committee Meeting of May 12, 2004 2. Minutes —Promotional Coordinating Committee Meeting of May 12, 2004 3. Locational Photographs G:File PathVAmin\Staf 1Stanwyck\Logo on Trolley-CAR G � - a ATTACHMENT I CORRECTED CITY OF SAN LUIS OBISPO MASS TRANSPORTATION COMMITTEE 990 Palm Street Planning Conference, City Hall Wednesday, May 12, 2004 CALL TO ORDER Chairman Bob Johnson called the meeting to order at 2:35 p.m. ROLL CALL Present: Bob Johnson (Chairman), Denise Martinez, D. Gregg Doyle, and Jean Knox. Alternates: Kathy Howard and Rob Nesbitt Staff: Austin O'Dell, Transit Manager Vacancies: Student, At-Large, Cal Poly ANNOUNCEMENTS There were no announcements. PUBLIC COMMENTS There were no public comments. MTC MAY 12, 2W4 MINUTES PAGE 3 ATTACHMENT 1 B. DISCUSSION ITEMS B-1 Comment and Endorse Placement of Common Logo Developed by the Promotion and Coordinating Committee (PCC) Shelly Stanwyck, City's Economic Development Manager, discussed the memorandum regarding the common logo recently developed. She reported that the Council, for their 200405 budget, approved increasing the transient occupancy tax and that the PCC has been working to encourage more visitors to stay longer in the City. She discussed the PCC.tourism marketing plan, adopted by Council last fall. One of the goals was to adopt a logo that distinguishes the City's identity from the county. She discussed the goal to increase the use of the trolley. She stated many of the businesses downtown, especially hotels on Monterey Street, were promoting the use of the trolley, seeing it as an amenity to their customers who would then not have to deal with parking. The PCC requested MTC to recommend the placement of their approved logo on the trolley. The purpose of the logo is to create a common identity for visitors, and to communicate that the trolley is a service they can use. She noted that if the MTC approved the logo use at this level, the PCC would take the endorsement to Council for approval. The money to incorporate the logo would come from PCC. Public Works suggested the logo be in gold, to match the gold lettering on the trolley, but Ms. Stanwyck presented a full color logo as well. There was general discussion about the details of the versatile logo. The MTC favored using a color version of the logo for prominence. C:\DOCUME-1\slouser\LOCALS-1\Temp\MTCMIN-1.DOC N - 4 Promotional Coordinating Committee ATTAGHME426, Wednesday, May 12, 2004 5:30 p.m. City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Chair Bob Griffin, 5:31 p.m. PRESENT: Griffin, Hunt Roberts, Justice, Newland, Nicklas, Rosene STAFF PRESENT: Shelly Stanwyck, Economic Development Manager PUBLIC COMMENT None CONSENT AGENDA ACTION: Moved by Nicklas/Justice to accept the Consent Agenda; Motion carried 5:0 COMMITTEE & BUDGET ITEMS Item 1 . MEDIAN IMPROVEMENTS Staff updated the PCC on Council directions to respond to a request by the Chamber of Commerce to beautify medians; Administration has the lead. A plan is being developed along with a conceptual budget; PCC will receive periodic updates. Item 2. MARKET RESEARCH STATUS REPORT Shelly Stanwyck reported that preparation of the reports necessary for the research to begin is underway. She suggested that the Marketing Subcommittee review responses to the request for proposals. SLO Passport will be surveying attendees at Mixer Showcase regarding promotional topics. MARKETING OBJECTIVES Item 1 . BRAND IMAGE IMPLEMENTATION: TROLLEY Discussed the Mass Transportation Committee's support to place the promotional logo on the Trolley's entry door. _ PCC Meeting Minutes May 12,2004 Page 1 ATTACHMENT 2 PCC: Recommendation by Hunt Roberts/Nicklas; Motion carried 5:0 to recommend to Council the Community Promotions Logo be placed on the trolley. Staff will research cost and other financial aspects of the program for Council's consideration. SUBCOMMITTEE REPORTS Item 1. GRANTS IN AID SUBCOMMITTEE Highlights he recommendations were as follows: a. Fundin as not recommended for events related to Mardi Gras. "Mardi Gras Fest " was repr nted by Craig Williams who stated they are considering a change to "Gumbo Fe in 2005. Focus will continue to be children's events and Gumbo Fest. Considering change per Council's request to not use name during Mardi Gras time period. Fundin ft per recommendation with the option to have Gumbo Fest come back at a later dat b. Mission San Luis Obi o couldn't receive funding because State constitution says we can't fund religious orga ations. Church component butting right up to public component. c. Historical Society's dates di 't sync up and spoke with them about this. d. Women's Shelter didn't fill gran riteria, recommended HRC grant. e. Downtown Association had nume s things that didn't fit grant criteria so less funding then in previous years. Abstentions from recommendation on following: Hunt Roberts —Civic Ballet Nicklas — Friends of Prado, Film Festival Rosene — Little Theatre George—Swim Club Discussion: Mardi Gras and extensive consideration, group took 74,000 budget for next year Mardi Gras. Application doesn't fit criteria. Agonized over decisio It strongly, everything has to go away for awhile. Consensus — Preliminary recommendation as presented. Grants in Aid Update Council will review this June 15, instead of July 6. Deborah Cash provided an update that the first kiosk will be completed in 4 we with a mid- July installation. The PCC is invited to the celebration. There will be a Special PCC GIA public hearing on May 26, at 5:30 pm. Item 2. MARKETING SUBCOMMITTEE PCC Meeting Minutes May 12,2004 Page 2 i � Do7R3 p -r O i o Q I rr. i o