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Home My WebLink About03/04/2008, C3 - ENHANCED PROMOTIONS FUNDING ti c o u n c i l hkeong Dna O [A] Ac Enda Repom m-.N.. ✓�, e CITY O F SAN L U I S O B I S P O FROM: Shelly Stanwyck,Assistant CAO Prepared By: Brigitte Elke, Principal Administrative Analyst SUBJECT: ENHANCED PROMOTIONS FUNDING CAO RECOMMENDATION As recommended by the Promotional Coordinating Committee (PCC); approve funding the following events through Enhanced Promotions: 1. Tour of California - funding towards a shortfall for 2008 Tour promotions - $7,500. 2. San Luis Obispo Vintners "Roll out the Barrels" - $ 4,875. 3. SLO Rugby Youth Tournament- $2,435. 4. SLO Symphony—Walt Disney Hall Concert- $5,000. 5. Wine Region News - $5,000. DISCUSSION Background With the 2007-09 Financial Plan Council approved an "Enhanced Promotions" budget of $25,000 yearly under the Community Promotions program. This program is managed by the Principal Administrative Analyst and overseen by the PCC with funding recommendations to Council made by the committee. The Enhanced Promotions budget is not tied to any of the contracts overseen by the PCC, but allows for the City to take advantage of upcoming and unexpected opportunities that have the potential to greatly enhance tourism promotion. It also provides the opportunity to collaborate with community partners to jointly market local events and the City's many attractions. In the last few years, the budget for Community Promotions was structured very tightly around specific marketing contracts and therefore did not allow for engagement in unique, but unscheduled opportunities that could greatly enhance the program with little expense and effort. For example: the SLO Symphony traveled to Australia in 2006 and presented its talent and enthusiasm to hundreds of concert visitors. Due to the nature of the then Community Promotions budget allocations, the City was unable to benefit from this trip by means of supplying adequate marketing and visitor material in order to attract concert goers to visit the "birthplace" of the symphony whose music they'd just enjoyed. The enhanced promotions budget is to be used for promotional opportunities arise that do not fit in either the Community Promotions promotional contracts or the City's Grants-In-Aid program. Over the last few years the PCC has identified an abundance of possible marketing campaigns L1*1.3- / I j I j Enhanced Promotion Funding Page 2 and events that were opportunities to partner with community groups to increase the City's exposure to potential visitors. PCC Evaluation of Enhanced Promotions Requests Over the last two months, the PCC has reviewed several proposals from community groups seeking support for promotional outreach for their local events and unique marketing opportunities. After considerable evaluation, at its February meeting (Attachment 1 — Minutes) the committee decided to recommend the following allocations: 1. Tour of California—Budget Shortfall for 2008 $ 7,500 The Tour of California stopped in San Luis Obispo for the third time in 2008. Although an ongoing event, this year the Organizing Committee, for the first time, faces a funding shortfall. This appears to be due to the national economic downturn which has led to sponsorship cancellations and ever increasing demands from the Tour organizers for further city contributions. The shortfall is estimated at $10,000. Given the importance of the race, not only to tourism, but as a signature event for the residents of San Luis Obispo, the PCC supported the Organizing Committee's request, even though this request might not fall exactly into the realm of the Enhanced Promotions program. Upon considering the multiple proposals before the committee, they have recommended $7,500 for Tour of California shortfalls. 2. SLO Vintners—Roll out the Barrels $4,875 The SLO Vintners "Roll out the Barrels" event celebrates local wines and food starting on a Thursday evening in Mission Plaza and continuing throughout the weekend in town and into the vineyards in Edna Valley. This event fits perfectly with the City's marketing objectives of culinary tourism and collaborating with organizations such as the SLO Vintners. The funding is recommended for the production of two podcast videos for promotion of the event. Visitors will be encouraged to come to San Luis Obispo and stay overnight, dine, shop, and enjoy the City's many attractions. Last year, the event(which sold out) saw numerous people coming from as far as Los Angeles to enjoy the event. 3. SLO Rugby—Southern California Youth Championship $ 2,435 SLO Rugby will be the host of this year's Southern California Youth Championship, an event that had over 5,000 spectators and participants to Los Angeles last year. The championship will be held on May 10th and 11th on the Damon Garcia fields. The promotional support will be used to produce a podcast, postcards, and posters to encourage visits and overnight stays to San Luis Obispo. 4. SLO Symphony— Walt Disney Concert Hall $ 5,000 The SLO Symphony will be performing at Walt Disney Concert Hall on June 8, 2008. Whenever the Symphony travels, they become ambassadors for the City, promoting San Luis Obispo to'concert goers. The committee felt that this effort on behalf of the City warrants support to enhance promotional outreach in one of the biggest tourism feeder markets to San Luis Obispo. Funding is recommended for the design, print, and distribution of press packets throughout the LA area and an ad in Performances Magazine. C,3- 2 Enhanced Promotion Funding Page 3 5. Wine Region News $5,000.00 Lynn Diehl presented her concept for a new TV show and related website focused on wine. Both products fit the City's defined target market and marketing objectives. The television format is designed to drive traffic to the companion website, which will highlight events, cooking, wine, healthy living. Since the website covers the entire Central Coast, the PCC felt that the development of a San Luis Obispo section would be essential to capture tourists and visitors and showcase the City. The proposal requests $15,000 yearly, but the PCC recommends $5,000 out of this year's budget and earmarking $5,000 from next year's budget if available. The remaining budget should be covered by hotel sponsorships that will be developed and sold by Verdin Marketing, Ink under its Community Promotions contract. FISCAL IMPACT The 2007-09 Financial Plan allocates $25,000 yearly to Enhanced Promotions through the Community Promotions Program. Since no events have received (or requested) Enhanced Promotion allocations during this fiscal year,.sufficient funding is available to cover the $24,810 requested for five events. ALTERNATIVES 1. Deny all. Council could choose to deny all funding requests as recommended by the PCC. If no other special promotion opportunities are presented to the committee, the funding would roll over into the 2008-09 fiscal year. 2. Revise Requests. Council could modify the funding allocations as recommended by the PCC to one or several of the proposed events. ATTACHMENTS 1. PCC Draft Minutes—February 13, 2008 2. Tour of California Organizing Committee Shortfall Letter 3. SLO Vintners Proposal 4. SLO Rugby Proposal 5. SLO Symphony Proposal 6. Wine Region News Proposal C,3 - 3 ATTACHMENT 1 Promotional Coordinating Committee Minutes ®RAFT Wednesday, January 9, 2008 5:30 pm City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Chair Cate Norton 5:30 pm PRESENT: T. Conner, Babb, J. Conner, Nicklas, Kinney STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment.. Cate Norton asked the committee address two items requiring immediate action, but came up after agenda close for February meeting. Both were concrete proposals as requested by the committee.for enhanced promotion funding. The SLO Vintners and SLO Rugby had presented a request at the January meeting and wanted to present their final request.. ACTION: Moved by T. Conner/Kinney to approve both items to be heard during the Enhanced Promotion agenda item. Motion carried 6:0 CONSENT AGENDA ACTION: Moved by J. Conner/T. Conner to aconsent agenda as presented. Motion carried 6:0 Wi ew review format, several committee items asked the contractors to c arify specific items in the reports. None needed correction or specific action. II ATTACHMENT 1 PRESENTATIONS 1. REGIONAL MARKETING —VCB Johanna Koch presented last quarter's activities for regional marketing an ising. Between December and January, the VCB placed co-op a California Visitors Guide, Saveur Magazine, and Sunset Magazine. In additi y place a monthly co-op in the Fresno Bee and Bakersfield Californian and a on SFGate.com and LATimes.com. The VCB was able to place articles and r more than $1,280,000 in publicity with nearly $56,000 exclusively to the Cit an Luis Obispo from Nov. '07 to Jan '08. The coverage included Westways, Go ay, RV Journal, LA Times, San Jose Mercury News, Oakland Tribune and The amento Bee. The specia motion "Restaurant Month" held in January 2008 was a huge success. Not only ' get recognition in over 11 media outlets, it helped SLO restaurants to turn a itionally slow month into a great turnout. BUSINESS ITEMS 1. ANNUAL RETREAT REFLECTION The committee felt that the retreat uctive and should continue in this format. However, Nicklas sugges the contractors be present especially for the Marketing Plan discussion. Norto uraged the committee members to still read all the contractor reports even tho ividual reports were assigned to specific members. 3. ENHANCED PROMOTIONS The committee heard five different proposals for "Enhanced Promotion" funding, two of which had been earmarked on January 9, 2008. The following recommendations will be presented to Council: 1. Tour of California Organizing Committee $ 7,500 The Tour of California will be back in SLO on Thursday, February 21, 2008. Due to increased demands by the Tour organizers to the host cities, economic downturn, and dwindling interest for the event, the committee faces a shortfall of $10,000 for this year. The committee felt that the City is committed to this event and promotional value throughout the United States. It therefore recommends covering at least 3/4 of the needed support. 2. SLO Vintners — Roll out the Barrels $ 4,875.00 ATTACHMENT 1 The funding is recommended for the production of two podcast videos to be used for promotion of the event, but also to encourage tourists to come to SLO and stay overnight, dine, shop and enjoy the City. 3. SLO Rugby—SC Youth Championship $ 2,435.00 SLO Rugby will be the host of this year's Southern California Youth Championship. The promotional support will be used to produce a podcast, postcards and posters to encourage visits and overnight stays to SLO. 4. SLO Symphony—Wait Disney Concert Hall $ 5,000.00 The SLO Symphony will be performing at Walt Disney Concert Hall on June 8, 2008. Whenever the Symphony travels, they become ambassadors for the City, promoting SLO to concert goers. The committee felt that their effort on behalf of SLO warrants support to enhance their promotional outreach in one of the biggest feeder markets. Funding is recommended for design, print, and distribution of press packets throughout the LA area and an ad in Performances Magazine. 5. Wine Region News $ 5,000.00 Lynn Diehl presented her concept for the TV show and related website. She highlighted how both products integrate the City's defined target market and marketing objectives. The TV show will drive traffic to the website, which will highlight events, cooking, wine, healthy living. Since the website covers the entire Central Coast, the PCC felt that the development of a San Luis Obispo section would be essential to capture tourists and visitors and showcase the City. The proposal requests $15,000 yearly, but the PCC recommends $5,000 out of this year's budget and earmarked $5,000 from next year's budget if available. The remaining budget should be covered by hotel sponsorships that will be developed and sold by Verdin Marketing, Ink. PCC LIAISON REPORTS Jeanne Kinney reported that all of her GIA liaisons have posted a link to visitslo.com on their websites. Cate Norton will be meeting with Sandy Segurson from the SLO Symphony to discuss the Symphony's grant allocation. The meeting adjourned at 7:30 pm to the February 13, 2008 meeting. ATTACHMENT 2 Tour of California Financials Below is information regarding.the costs, expenses and agreements throughout the last three years for the Tour of CA. You will find.that every year the Tour has increased their expectations of what the City would provide. We were able to increase sponsorship to cover increase agreements in '07, however due to the economy and the popularity of the event have been unable to raise enough funds for 2008. Year Income Agreements '06 $26,000 in sponsorships (5 Tour paid all hotel costs, all meals-our costs included x $5000 plus 1 x $1000) sponsors, pot-o-potties, etc. Remained to carry over to '07 about $7,000. '07 $33,000 in sponsors and Tour pays hotel costs up to $99 inclusive- we spent carried over '06 money about$13,000 in hotel costs. Tour requires us to pay (included 5 x $5000 plus 1 for dinner and breakfast of riders (250 people)- we x $1000) trade$5000 in-kind sponsorship with Madonna Inn. We carry about$6000 over to '08 when all is paid for. '08 Predicated sponsor Tour pays hotel costs up to $99 inclusive, we pay all income is $23,000 costs of hotel rooms on Wed night-we predict to (includes 2 x $5000 in cover a $21,350 hotel bill. We pay for dinner and major sponsors, 2 x $1000 breakfast for riders- trading in-kind with Madonna's sponsors, 10 x $500 and for$5000 but plan to have to pay about $2000 carry over from last year) additionally for meals. We also have to pay for per diem meals for crew- we are hoping to make deals with local downtown restaurants- expected cost about$3500. We also have about$7500 in other costs including sponsor costs, van rentals, flowers, media, etc. Predicted cost for'08=$33,700 C3- 7 SLO V I N T I N E R S ATTACHMENT 3 san luis obispo vintners association DRIVING TOURISM TO THE CITY OF SLO WITH SLO VINTNERS: City of SLO—Enhanced Promotions Proposal (follow up from 1/8/08) Becky Gray—Executive Director for SLO vintners association OVERVIEW: Marketing Plan SLO Vintners has submitted a proposal for use of the city's enhanced promotions funds. At the January PCC meeting money was earmarked for this proposal,pending a firm and final budget. Below is the scope of the project as well as the final budget numbers. Project Scope Production Cost. $4,875 (see attached breakdown) Produce two podcast/videos in conjunction with their two annual events, to encourage tourists to come to SLO and stay overnight, dine and shop in the city of SLO. • Video will feature a"behind the scenes"and personal feel of SLO's Grape Growing Region while promoting SLO Vintners Association Annual Events. • Video will feature only SLO Hotels and Restaurants,encouraging viewers to stay within in the city of SLO for multiple days. • Video will feature the City of SLO logo. Logo will also appear on all event promotional material,as well as the SLO Vintner's Home page. City of SLO will get recognition as being a Major Event Sponsor. Public Relations Cost: $1,425 (see amacbed breakdown) Podcast/Videos will be distributed,but not limited to the following. • E-newsletter PDF via Verdin Marketing with the City of SLO • E-newsletter PDF distributed via SLO Vintner's E-blast • E-newsletter PDF distributed via SLO Vintner's Members • SLO Vintner's Website,Taste of SLO's Website,SLO Vintner's Member Websites • Television Spot via SLO Vintners contract with KSBY Total Project Cost: $6,300 SUMMARY: SLO Vintners is very excited about partnering with the City of SLO to promote tourism within the city. We have seen first hand how effective this type of marketing can be,and look forward to watching the results. With the State of California's"Land of Wine and Food"marketing campaign launching, this is the perfect timing to embrace our marketing relations and piggy-back on a target marketing campaign. SLO Vintners is willing to put the time into these marketing efforts,and very open to any further suggestions from the PCC. 2/13/2008 Page 1 of 2 es- r ATTACHMENT 4 635 Lawrence Drive San Luis Obispo, CA 93401 KARLEN DESIGN 805.541.6561 info@karlendesign.com QUOTE February 11, 2008 CLIENT: San Luis Obispo Youth Rugby. Ann. Gary Nichols This quote outlines three projects for San Luis Obispo Youth Rugby. Scheduling to be determined. 1/ QUICKTIME INFOMERCIAL Production of a Quicktime information announcement to be used for internet delivery. Includes a 10 sec., 15 sec. and 30 sec. versions of same material. Price includes 6 hours of shooting original footage, stills, music and voice over and CG components. $1200.00 2/ POSTCARD All design, photography, production and printing of 1000, 4" x 6" postcards. l Opt stock full color UV coated front, black only reverse. Production, 3 hours $255.00. Printing, $240.00. $495.00 3/ POSTER All design, photography, production and printing of 100, 11" x 17" posters. 1001b book stock, full color one side. Production, 4 hours $340.00. Printing $400.00. $740.00 TOTAL$2435.00 SIGNATURE DATE NOTE: Prices and delivery schedules are based on normal working time and standard procedures. All rush orders will be charged at additional rates. Customer assumes all responsibility for errors or changes resulting from insufficient time or information. �3 - 9 /� w, ATTACHMEWS SAN LUIS OBISPO SYMPHONY MICHAELNOWAK,MUSICDIRECTOR ITS NOT THE BIG CITY . . . . . . . . . . . . You Can't Separate San Luis Obispo from the San Luis Obispo Symphony The San Luis Obispo Symphony respectfully requests$10,000 in the form of Enhanced Promotions Funds for the Los Angeles area marketing of the Symphony's performance at Walt Disney Concert ■ Hall on Sunday,June 8, 2008 at 2 pm. This amount will supplement the funds already secured for this project and will support our ambitious marketing plan in the Los Angeles area. ■ PRIORITY#1 FUND IMPROVEMENTS IN ON-LINE COMMUNICATION AND PROMOTION $5,000 ■ ■ Our goal is to make the San Luis Obispo Symphony website a one-stop shop for print,radio and television journalists. We want to provide compelling visual aids that will help them to tell our story. ' IMPROVEMENTS TO THE WEBSITE WILL PROVIDE: ' ■ 1.Enhanced sophistication and delivery of information on press pages ■ • Print quality photo downloads ■ • New video profile of the orchestra and San Luis Obispo(will also be used for television promotion) • MP3 downloads of the Symphony's Naxos recording of Craig Russell's music • Biographies,background information,quotes,etc.—all easily and clearly accessible ' ■ 2.Ease of access to information and marketing visual aids for: ■ • Feature writers ■ • Potential visitors ■ • Television producers • Radio hosts ■ • Concert reviewers ' • Ticket buyers ■ ■ 3.Improved links to City of SLO tourism information enabling web visitors to"Experience the SLO Life" ■ • Web button with link to visitslo.com on all site pages ■ • Links to hotel and restaurant partners • Sponsor recognition,including City of San Luis Obispo ' ■ PRIORITY#2 ' FUND DESIGN,PRINT AND DISTRIBUTION OF PRESS PACKETS THROUGHOUT LA $2,500 These press packets will actively promote the San Luis Obispo Symphony and the City of San Luis Obispo.Our intent is to show ■ that where we are from is important to who we are.Press packets will drive interested parties to the website. • Design $ 500 ■ • Print $1,000 ■ • Distribution $1,000 PRIORITY #3 FUND PROMOTION IN PERFORMANCES MAGAZINE $2,500 ■ Performonces is the official concert program for all events at Walt Disney Concert Hall.This ad will appear in the program for ■ more than 20 performances during the month of May. ■ • Design $ 200 ■ • Ad Contract $2,300 ■ ■ ■ IT JUST SOUNDS LIKE IT . ■ ■ . . ■ . C3.-:� . . : ATTACHM `b. MAIM,I NEWS STATEMENT OF GENERAL TERMS & CONDITIONS 1. Advertising proposal 2008-2009 The following ideas will be formalized based on a final plan to be established by city of San Luis Obispo and its contractors. a) Live streaming camera home page b) Ad on home page with click through to Visitslo web site c) Link to San Luis Obispo page within wineregionnews.com d) Twelve(12)unique video news stories as identified by city and its contractors e) San Luis Obispo page news and events section within San Luis Obispo page f) Inclusion of hotel co-op partners on San Luis Obispo page g) Addition of information deemed important to the branding,public relations element and/or response to changing tourism marketing trends. • Production of advertising will be produced and created by city advertising contractor and delivered to WRN. Event content identified and supplied to WRN by city contractor. Video segments will be identified by city contractor under the guidelines of the marketing and advertising targets. Segments will be.shot, edited and produced by WRN with the assistance of advertising and pr contractors. Production time will be kept within established time frames. 2. Fee Structure Live streaming camera, equipment and maintenance owned and operated by Lynn Diehl Media owner of Wine Region News.com Yearly Contract Category $15,000 web live streaming ad category