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HomeMy WebLinkAbout04/17/1990, 7 - CONSIDERATION OF A PROPOSAL FROM THE PROMOTIONAL COORDINATING COMMITTEE TO JOINTLY SPONSOR A TOURIS 4��h�Ip�II�Illll�llll�`:uIIIIIIIU �,I� O� SaY� �U�S OB�SpO MApri DATE: W_ u April 17 1990 COUNCIL AGENDA REPORT ITEM NUMBER: FROM: John Dunn, City Administrative Officer Prepared By: Deb Hossli, Administrative Analyst SUBJECT: Consideration of a proposal from the Promotional Coordinating Committee to jointly sponsor a tourism water awareness program with the Chamber of Commerce at a cost of approximately $3,000. CAO RECOMMENDATION: By motion, approve the expenditure of approximately $3,000 from available monies in the Utilities Department's Water Conservation budget to jointly sponsor a tourism water awareness program with the Chamber of Commerce. DISCUSSION: Over the last several months, the Promotional Coordinating Committee (PCC) has been discussing the importance of educating tourists on the need to conserve water while visiting the central coast. Given the significance of this topic, the PCC appointed a special Tourism Water Awareness Subcommittee comprised of Sam Ellis, Laverne Schneider, and Jesse Norris. The purpose of the Subcommittee has been to develop water conservation strategies that -- advise tourists of the City's water problems and provide suggestions for reducing water consumption during their stay. In order to fulfill their responsibilities, the Subcommittee first met with the Chamber of Commerce and Sallie Francis. Both the Chamber of Commerce and Ms. Francis are responsible for developing and implementing the City's promotional programs sponsored through the PCC. The Subcommittee solicited suggestions from the Chamber and Ms. Francis for effective techniques to encourage tourists, in a positive manner, to conserve water. At the conclusion of the meeting, Ms. Francis was requested to develop a revised format that incorporates the City's motto "Water Conservation is a Way of Life" into all future advertisements sponsored by the PCC. The Chamber was requested to follow up on their offer to develop a joint program with the City promoting tourism water awareness. Both Ms. Francis and the Chamber made presentations regarding these topics to the PCC at their March meeting. The PCC approved the sample water conservation format revision submitted by Ms. Francis and requested that it be implemented as soon as possible. As a result of this decision, the final advertisement scheduled to run in the June issue of Travel and Leisure Magazine has been revised to include the water conservation language (see attachment 1) . Ms. Francis also modified the note that accompanies all requests from the Chamber for City Brochures to include information advising tourists of the water problems in the community (see attachment 2) . city of San IWS OBISpo -- COUNCIL AGENDA REPORT Council Agenda Report Page Two The Chamber then presented their proposal to develop a joint program with the City to promote tourism water awareness. Under their proposal, the Chamber would be responsible for developing and implementing a plan to accomplish the following objectives: * Advise visitors of San Luis Obispo that the City is facing a severe water shortage * Encourage tourists, in a positive manner, to conserve water during their visit * Provide tourists with suggestions for conserving water during their visit * Advise City residents of the efforts being made to encourage tourists to conserve water The Chamber intends to accomplish these objectives through the following five point plan of action: * Flyers would be distributed through hotels, motels, and the Chamber that provide tourists with practical tips for conserving water * Stickers would be distributed to hotels, motels, and restaurants to place in bathrooms that remind tourists to conserve water * Tent Cards would be distributed to restaurants to place on tables that remind tourists to conserve water * Creative, fun postcards would be made available to tourists at hotel and motels to further encourage the City's water conservation message * A Media/Public Relations campaign would be developed that focuses on educating the community on the efforts being made by the hospitality industry to promote water conservation among tourists The Chamber's formal proposal contains more detailed information and has been attached for your review (see attachment 3) . At the conclusion of the Chamber's presentation, the PCC unanimously endorsed the proposal and directed staff to forward the plan to the City Council for their consideration. 7-z ������!�►►� illilllll1° �IIIIIII MY Of sat iiUI s OBISPO Slags COUNCIL AGENDA REPORT Council Agenda Report Page Three CONCURRENCES: The City Administrative Office and the Utilities Departments have reviewed the Chamber's Tourism Water Awareness Program and concur with the PCC's recommendation. Both departments are supportive of the Chamber's proposal and feel it will compliment existing water conservation programs in place. FISCAL IMPACT: The Tourism Water Awareness Program is estimated to cost approximately $4,900. The Chamber is proposing to share the implementation expenses with the City. Under the their proposal, the City would fund the direct expenses of printing the materials (tent cards, flyers, stickers) at a cost of approximately $3,000 and the Chamber would provide the labor to create and implement the program at an estimated value of $1,900. This level of funding would allow the Chamber to operate the program for a period of approximately four to five months. Future funding would be considered in the Chamber's annual promotional contract, scheduled for renewal in June of this year. If the City Council agrees to co-sponsor the Tourism Water Awareness Program with the Chamber, staff repommends that the City's share of the expenses (up to $3,000,6) be funded with available monies in the Utilities Department's Water Conservation budget. Monies from this budget are earmarked solely for programs to promote water conservation in the community. The Utilities Department and the Finance Department concur with this recommendation. ATTACHMENTS: * "1" Revised Travel and Leisure Magazine Advertisement * 112" Note that accompanies City Brochures * 113" Chamber of Commerce Tourism Water Awareness Program dh\H20-REP 7-3 We don't have one good reason for'you to visit C11 San Luis Obispo. We.;Piave six!�,e.® Actually wer i y^ have dozens of reasons.But it's more w x - fun to discover the rest '.?yourself. 1. Jointhefun at our Thursday night Farmers Market Cheer lively street entertainer.Dine on barbecued ribs. Buy hand-picked fruits and - veggiesstraight from the growers. ,fir'• ': `g C 2. Clip-clopalongdowntown streets beneath a an evening sky. Snuggle under a blanket. Imagine what life was like when everyone commuted by carriage. S. Relax on a creek- ' side patio in dappled e�'�• 7 79-41 , . . „ ., sunlight. Savor coffee& r<'�►���x a croissant,or dig into a Dagwood.We know how to be lazy in style. 4.Waveatmigratingwhales from nearby shores. S.Sip your way from Cabemetto Zinfandelatprestigious wineries. 6.Tourspellbinding Hearst Castle—see what a fortune can build.++For more reasons&a free brochure, contact Chamber of Commerce, 1039 "A" ) Chorro Street,San Luis Obispo, CA 93401; (805)543-1323. Water conservation is a aay of 'e San Luis Obispo C A L I F O R N I A Sul,"' rf t1JI� pX,Cf[tl ATTACHMENT —r=T n' Dear Traveler: Thank you for your interest in San Luis Obispo. We hope the enclosed information will lure you to our beautiful city. Like much of California, we are in the middle of a water shortage. So when you. come,please practice water conservation.. If you'd like more visitor information,just call us. Or, send for our fact filled Travel Planning Kit. It includes everything you need to know for planning your trip: our colorfu168-page Visitor Guide, a City map and brochures from some of our Chamber members. To order, mail us your name and street address with a check for$S (payable to "Chamber of Commerce"). Or call us and use your Visa or MasterCard. We hoDe vou'll visit as soon! I ATTACHMENT "2" 7�� f SAN LUIS OBISPO CHAMBER OF COMMERCE PROPOSAL TO THE CITY ON TOURISM WATER AWARENESS GOAL To decrease water use by the tourism industry (hotels, restaurants) significantly over the 1987 figure. OBJECTIVES To make visitors to San Luis Obispo aware that we are in a severe water shortage. To encourage tourists, in a positive manner, to conserve water during their visit. To give visitors concrete tips on what they can .do to help save water while they are in San Luis Obispo. To make residents aware of the efforts being made to encourage tourists to conserve water. PLAN OF ACTION The Chamber has carefully examined how the above objectives can best be accomplished and developed a five-part plan which includes a flyer, stickers, a tent-card, a postcard, and a media/public relations effort. The various components are described below along with a recommendation as to their distribution. It is strongly suggested that an overall theme such as a slogan or large header be carried out on all the pieces. A strong unifying design theme would. also allow the use of inexpensive one color printing without sacrificing. effectiveness. 1. FLYER The flyer would inform visitors of the water crisis and contain practical tips on how they can cut down on water use during their trip. The flyer would be handed out to all guests when they register at a hotel or motel, and distributed to all tourists who stop by the Chamber Visitor Center. In addition, the flyer would be available at the train and bus stations, the airport and at restaurants. The size of the flyer should be kept to a minimum for maximum readability, and to reduce the amount of counter space needed. An 8 1/2 by 5 1/2 piece is recommended. ATTACHMENT 113" *24 v �I 2 . STICKERS These stickers would address water waste at its source and act as a reminder to the information in the flyer. These stickers or decals, made of static vinyl, are specifically designed to resist moisture yet stick to mirrors and other bathroomsurfaces without damage. Hotels and motels would be asked to put a sticker in each room and restaurants would be requested to put a sticker in each bathroom. 3 . TENT CARDS The tent card component of the plan, while aimed specifically at tourists, will be very helpful in letting the community at large know about efforts to educationtthe tourist population. It is also suggested that the message on the cards be much stronger than on previous cards. Past cards were also easily soiled, then discarded and not replaced. To prevent this from happening again, the new cards should be printed on stain resistant paper, or coated with plastic. 4. POSTCARDS This is a creative, fun way to get our message across. Blakes printery can produce extremely high quality glossy postcards on 12 pt card stock relatively inexpensively. The idea is to produce a 3 1/2 by 5 1/2 postcard with an attention-getting picture on the front, perhaps a whole family, including a dog, with. heads peeking around a shower curtain. The back of the card would say something to the effect, "Having fun saving water in San Luis Obispo. " Hotels and motels, as well as the Chamber Vistor Center, could distribute the postcard free to guests to send to their friends. 5. MEDIA/PUBLIC RELATIONS EFFORT Although this is listed last, this is a very important component of the campaign. This is an effort to educate the community on the efforts being made by the hospitality industry on behalf of water conservation. The Chamber will send a press release to all local media, and will conduct face-to-face meetings with key news organizations to get the word out about this critically important project. In addition, the Chamber will include an article in its newsletter encouraging its membership to use the stickers, flyers and table tents. i ESTIMATED COSTS OF THE PROGRAM It is proposed that the Chamber and the City share the expenses as outlined below. The City would cover any direct expenses incurred in the project, while the Chamber would handle the creation, writing, artwork (including photography) , and layout. CITY Flyer 15, 000 (6 month supply) One color 8 1/2 by 5 1/2 Medium card stock $ 550 Stickers 2,500 at 17 cents each One color 9 square inches Square or rectangle only $ 470 Tent Cards 3,500 One color 2 by 4 inches Card stock. $ 290 Postcards 7,500 Full color photograph 3 1/2 by 5 1/2 Glossy 12 pt card stock $ 800 Additional Artwork/Typesetting/Stats $ 560 Shipping Costs $ 300 TOTAL 2,970 CHAMBER Distribution/Labor/Packaging $ 300 Photography/Art Direction/Models $ 250 Graphic Design $ 700 Research/Writing/Concepts $ 350 Administration $ 300 C;. TOTAL $1,900 7-t