HomeMy WebLinkAbout05-13-2015 PCC AgendaPacket
City of San Luis Obispo, Agenda, Promotional Coordinating Committee
PCC Agenda
Wednesday, May 13, 2015 - 5:30 PM
City Hall- Council Hearing Room
The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the
quality of life available to all residents of and visitors to San Luis Obispo and (2) promote, in a
manner consistent with long-range community goals, the development of San Luis Obispo as a
regional and tourist center.
CALL TO ORDER: Chair Sasha Palazzo
PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you
may address the Committee on items that are not on the agenda but are of interest to the public and
within the subject matter jurisdiction of the Promotional Coordinating Committee. The Committee
may not discuss or take action on issues that are not on the agenda other than to briefly respond to
statements made or questions raised, or ask staff to follow up on such issues.
CONSENT ITEMS
C.1 Minutes of the Meeting on April 8, 2015
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings – Campaign Report
C.7 TOT Report
PRESENTATIONS
1. GFL TECHNOLOGY UPDATE 10 mins
GFL will present a status update to the Board on the development of the SLO Happenings app
techonolgy.
BUSINESS ITEMS
1. 2015-17 PARTNERSHIP AGREEMENT RECOMMENDATIONS 10 mins
The committee will consider the contract requests for 2015-17:
• SLO Chamber of Commerce
• GFL Systems
2. 2015-17 BUDGET PROCESS 20 mins
The committee will determine the final allocations for the 2015-17 Community Promotions
budget.
3. GRANTS-IN-AID – PRELIMINARY RECOMMENDATION 20 mins
The Grants-in-Aid Subcommittee will present the preliminary recommendations. Based on those
findings, the committee will form its recommendation to the Council. This recommendation will
be presented to the applicants in a special meeting of the PCC on May 20, 2015 at 5:30 pm.
4. SPECIAL OLYMPICS HOST TOWN
The committee will consider funding support for the Special Olympics Host Town event in San
Luis Obispo on July 23, 2015.
PCC LIAISON REPORTS & COMMUNICATION
At this time Committee members make announcements, report on activities, refer to staff issues for
study and report back to the Committee at a subsequent meeting.
1. GIA UPDATE – LIAISON REPORT
2. TBID BOARD REPORT – TBID Minutes April 8, 2015
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on May 8, 2015 by 5:00
p.m., a true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet
access to agendas and related material is available at www.slocity.org.
City of San Luis Obispo, Agenda, Promotional Coordinating Committee
PCC Agenda
Wednesday, May 13, 2015 - 5:30 PM
City Hall- Council Hearing Room
The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the
quality of life available to all residents of and visitors to San Luis Obispo and (2) promote, in a
manner consistent with long-range community goals, the development of San Luis Obispo as a
regional and tourist center.
CALL TO ORDER: Chair Sasha Palazzo
PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you
may address the Committee on items that are not on the agenda but are of interest to the public and
within the subject matter jurisdiction of the Promotional Coordinating Committee. The Committee
may not discuss or take action on issues that are not on the agenda other than to briefly respond to
statements made or questions raised, or ask staff to follow up on such issues.
CONSENT ITEMS
C.1 Minutes of the Meeting on April 8, 2015
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings – Campaign Report
C.7 TOT Report
PRESENTATIONS
1. GFL TECHNOLOGY UPDATE 10 mins
GFL will present a status update to the Board on the development of the SLO Happenings app
techonolgy.
BUSINESS ITEMS
1. 2015-17 PARTNERSHIP AGREEMENT RECOMMENDATIONS 10 mins
The committee will consider the contract requests for 2015-17:
• SLO Chamber of Commerce
• GFL Systems
2. 2015-17 BUDGET PROCESS 20 mins
The committee will determine the final allocations for the 2015-17 Community Promotions
budget.
3. GRANTS-IN-AID – PRELIMINARY RECOMMENDATION 20 mins
The Grants-in-Aid Subcommittee will present the preliminary recommendations. Based on those
findings, the committee will form its recommendation to the Council. This recommendation will
be presented to the applicants in a special meeting of the PCC on May 20, 2015 at 5:30 pm.
4. SPECIAL OLYMPICS HOST TOWN
The committee will consider funding support for the Special Olympics Host Town event in San
Luis Obispo on July 23, 2015.
PCC LIAISON REPORTS & COMMUNICATION
At this time Committee members make announcements, report on activities, refer to staff issues for
study and report back to the Committee at a subsequent meeting.
1. GIA UPDATE – LIAISON REPORT
2. TBID BOARD REPORT – TBID Minutes April 8, 2015
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on May 8, 2015 by 5:00
p.m., a true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet
access to agendas and related material is available at www.slocity.org.
Promotional Coordinating Committee
Meeting Minutes
Wednesday, April 8, 2015
5:30 pm at Embassy Suites
CALL TO ORDER: Chair Sasha Palazzo
PRESENT: Pearce, LeMieux, Palazzo, Roberson, Lewis
STAFF PRESENT: Molly Cano, Tourism Manager
Meeting to order at 5:36 pm
PUBLIC COMMENT
None.
APPOINTMENTS
Deborah Lewis and Stephanie Roberson were sworn in to the PCC by Molly Cano.
CONSENT AGENDA
ACTION: Moved by LeMieux/Lewis to approve the consent agenda.
Motion carried 5:0
PRESENTATIONS
1. SLO HAPPENINGS QUARTERLY UPDATE
Christiana Newcomb from Verdin presented the quarterly activity report for the SLO Happenings
program. Quarter highlights included: the app metrics of 813 total app downloads, 4,989 app sessions,
and 3,633 page views. The media summary noted the new ad artwork launched for Facebook in late
January that have been very successful at boosting engagement and driving traffic to both the
Facebook page and Splash page.
2. SLO CHAMBER OF COMMERCE QUARTERLY UPDATE
Molly Kern from the SLO Chamber presented the quarterly report for the Chamber contracts with the
PCC. Highlights included: that all GIA groups have been served to-date; the event sheets have been
updated; outstanding PR mentions for GIA and regular press efforts have been achieved from
international, national, regional, and statewide level. To date this quarter over 12 journalists have
been hosted in the City of San Luis Obispo. Since January the visitor center traffic is up to nearly
18,000 visitors into the center, over 1300 calls, and 400 emails.
DRAFT
Promotional Coordinating Committee Minutes
Page 2
BUSINESS ITEMS
1. SAN LUIS OBISPO CHAMBER OF COMMERCE
Ermina Karim and Molly Kern from the Chamber of Commerce presented the future contract
opportunities and funding requests for the consideration of the committee. The requests included:
- Visitor Center Operations: In-person visitor traffic is up 19 percent during the two-year contract
period. The increase in traffic is driving increased staffing to adequately meet the needs of the
visitors. The Chamber proposed that the City continue its historic support level of 44 percent of
total ongoing costs for a contract of $103,000.
- Public Relations: The Chamber has served as the contractor for public relations services over the
past years. Contract elements include: pitching to media, bringing in media, coordinating media
trips, following up with media, sending out media releases, responding to natural media inquiries,
use of the Chamber’s photography library for media requests and press releases, planning and
executing press trips and developing media kits. The Chamber proposed aligning the public
relations efforts with TBID marketing to amplify impact of overall messaging, extend the reach
of our targeted proactive efforts and share costs between PCC and TBID. The proposed contract
amount for the PCC $40,000 a year for PR Services and $3,975 for Media Monitoring Services.
- GIA Support: Chamber has provided event promotion and public relations support to the grants-
in-aid recipients. This contract has been aimed at driving attendance and support by residents and
visitors to events in the city. The Chamber proposed enhancing the existing scope by providing
the same in-kind public relations support to events that meet the same requirements for GIA
support but have ‘graduated’ the sustainability track. The proposed contract amount of $28,000.
- Tear-off Map: The Chamber proposed another print run of 150,000 to keep up with the demand
for distribution. The requested amount was $8,500 for 150,000 maps with minor edits.
The committee asked a few questions that related to the requests and the media monitoring systems.
In addition the Chamber presented the concept of iBeacons to the committee for future consideration to
add gamification, new content and extended use of the apps ability to inform users of things to do in San
Luis Obispo.
2. SCIENCE AFTER DARK
Event representative, Dawn Hitchman presented the Science After Dark request to retain the
remaining 2013-14 GIA funding for promotional use in 2014-15 & 2015-16 years. Hitchman
acknowledged that Science After Dark hadn’t realized that they were outside the contract for the use
of the funds beyond the granting year. She presented the results of the events and showed how the
funding has been used and the plan to use it for promotional efforts into 2015-16. She shared that
$617 of the remaining funds had been used for 2014-15 and that $564 was planned to be used for
2015-16. The committee agreed that the funds were being used appropriately but they were in
violation of the contract. The committee agreed to continue to support the events extension of the
funds but did not want the event to have the ability to receive any GIA funding in 2015-16.
ACTION: Moved by LeMiuex/Pearce to amend the contract with Science After Dark to allow the
remaining GIA funds in 2014-15 and 2015-16. Any remaining funds after June 2016
must be returned.
Motion carried 5:0
3. SLO HAPPENINGS TECHNOLOGY UPDATE
GFL Systems presented the update on the SLO Happenings technology enhancement project. GFL
has reached an agreement to source the event listing content from the SLO Chamber site to the SLO
Promotional Coordinating Committee Minutes
Page 3
Happenings app. They presented a wireframe for the listings, submission tool, and event
management. The committee discussed with GFL that there should not be a webpage that would show
the calendar of events like a listing. The information should only be displayed in the app then drive
back to an existing web page for the calendar of events. They also discussed the ability to have a
spreadsheet of events, like a season. Imported instead of added manually by the event organizer. GFL
would be able to create that form with predetermined fields. The committee also discussed the area
that would be allowed to be in the app and determined that it could be managed by zip-codes. Cal
Poly events and events in Edna Valley would be allowed in the app but not any non-City funded
events outside the City limits.
The committee also received the proposal for on-going technology services for the committee’s
consideration for the SLO Happenings app beginning in fiscal year 2015-16. The cost for the
technology of the app would be $16,000 which would include hosting and minimal maintenance of
the app at $200 per month and the cost for the content feed through the SLO Chamber.
4. 2015-17 BUDGET PROCESS
The committee received the general budget update from staff and began to discuss the initial
allocations for the 2015-17 Community Promotions budget. Staff informed the committee that the
SOPC was not recommended to City Council however adjustments were made to the budget to
provide a minimal $10,000 increase per year starting in 2016-17 to account for increase in cost of
business for contracts and staffing expenses by the PCC. Based on this information the PCC’s initial
budget would be $396,029 in 2015-16 and $401,930 in 2016-17. The committee began general
discussion for budget allocations for 2015-16 based on the information and requests they had received
to date.
5. SLO HAPPENINGS PROMOTIONAL SERVICES RFP
The taskforce will presented the draft RFP document for the committee’s review and approval. The
committee discussed allocating $28,300 from the 2015-16 budget for the promotional plan and
services RFP.
ACTION: Moved by Roberson/Lewis to approve the RFP document and recommend the release of
the RFP to City Council.
Motion carried 5:0
6. 2015-16 EVENT PROMOTION APPLICATION
The Events subcommittee presented the proposed updates to the 2015-16 Event Promotion program
application and process. The
ACTION: Moved by Pearce/LeMieux to approve the 2015-16 Event Promotion application.
Motion carried 5:0
7. SUBCOMMITTEE ASSIGNMENTS
The committee reviewed the assignments of the new committee members to the PCC’s Events
Promotion subcommittee and GIA subcommittee. The committee discussed the assignments and the
responsibilities of the committees.
COMMITTEE COMMUNICATION
GIA Report:
Sasha Palazzo reached out to Children’s Day in the Plaza coming up next weekend to check-in.
EVENTS SUBCOMMITTEE Report:
Jill LeMieux reported on the Events Subcommittee.
Promotional Coordinating Committee Minutes
Page 4
TBID Report:
Pearce reported on the TBID updates.
Tourism Program Update:
Molly Cano presented the Tourism Program update:
- April is a busy Event Month
o Eroica this weekend
o Cal Poly open House next weekend
o Sixel conference week of April 21-23
o SLO Marathon April 24-26
o Roll Out the Barrels- happening now, Barrels in the Plaza on April 30 and the media
FAM on 29-30
- FAM
o IGLTA Media FAM
o April 12-15- coming to SLO April 14
o 4 travel journalists
- CCTC
o Board retreat in March in Ventura
o Great strategic planning led by Carl Ribaudo and presentation by Lynn Carpenter VC
o Focusing efforts on the international visitor and promotion of Hwy 1 and the Original
Road Trip
o I have been asked by the incoming Board Chair to considering Vice Chair role
o Bring the annual retreat to SLO
- Interviews for the Board seats
o End of April applications due
o May interview
o June new committee member
Key Dates:
o Advisory Body work shop on April 30 5:30 RSVP to City Clerk
GIA 2015-16
• 25 events applied (28 last year)
• $172,000 in requested funds ($166,000)
Meeting adjourned at 8:09 pm
Community Promotions Budget 2014-15
Budget 2014-15 Amount
Budget 388,200$
2013-14 Carryover 3,000$
Returned Funds (GIA)4,109$
Total Budget 395,309$
Expenditure Last Updated 4/2/2015
Expenditure Allocated Expended Other Expenditures
Available
Balance Contractor
Grants-in-Aid Program 90,000$ 82,500$ -$ -$ City Administration - GIA Recipients & FPAC& Festival Mozaic
Grants-in-Aid Support 25,000$ 25,000$ -$ Chamber of Commerce
Events Promotion 48,000$ 47,150$ 850$ City Administration
2015 SLO Happenings Program 32,000$ 31,000$ 1,000$
$15,000 Verdin - 6 mon contract; $1000 GFL Discovery;
$15,000 GFL Tech Services
Visitors Center 95,000$ 95,000$ -$ Chamber of Commerce
PR Contract 58,000$ 58,000$ -$ Chamber of Commerce
Downtown Maps 8,000$ 8,000$ -$ Chamber of Commerce
Beautification* 4,000$ -$ Natural Resource Management
Support Cost 5,000$ 2,468$ 2,532$ City Administration
Returned Funds 4,109$ 4,109$ Event Funds returned from FY 2013-14 (History Center)
Administration 26,200$
Total 395,309$ 349,118$ -$ 8,491$
Remaining Balance 8,491.34$
*2013-14 carryover
Report to City of SLO – PCC
Public Relations Contract
April 2015
Media Releases:
Roll out the Barrels in San Luis Obispo – edited and distributed release to lifestyle
outlets highlighting SLO Wine Country celebration in the heart of downtown SLO.
San Luis Obispo Marathon Weekend – edited and distributed release educating the
community on race weekend logistics.
Media/Community Relations:
1. Worked with Juliet Bennett Rylah, associate editor of LAist.com, to plan her
trip to San Luis Obispo.
2. Coordinated press trip for Michelle Jackson, an Irish travel writer with Sunday
World newspaper. Her article will focus on family travel throughout
California.
3. Worked with regional partners to coordinate Central Coast “Sideways
Revisited” theme FAM trip for four journalists with the International Gay and
Lesbian Travel Association.
4. Pitched San Luis Obispo as the perfect pet-friendly travel destination.
5. Staffed San Luis Obispo informational booth at l’Eroica vintage fair in Paso
Robles.
6. Staffed San Luis Obispo informational booth at Cal Poly Open House.
7. Pitched new brewery locations in San Luis Obispo as content for Visit
California and Visit SLO County’s ‘What’s New’ press release.
8. Continued to work with Erin Klenow to feature San Luis Obispo stories in
Sunset Magazine’s ‘Ask a Local’ column.
9. Provided San Luis Obispo photos to Mike Gerrard for use on his Pacific
Coast Highway travel website.
10. Provided San Luis Obispo photos to Christina Caldwell, executive features
editor at Valley Lifestyles Magazine in Scottsdale, Arizona, for the May
issue which will highlight cool weather escapes for families.
11. Met with journalists Jonathan Cristaldi, Mark Anderson, Cornelius Geary,
Bridget Raymond and Jamie Relth as part of the SLO Wine Roll Out the
Barrels FAM tour.
12. Continued to work with Kristin Conard, who visited in March on assignment
with Adventure Sports Journal, on her ‘SLO adventure’ article.
13. Began coordinating information and press trip for Westways writer Matthew
Hormann.
14. Pitched San Luis Obispo as part of a trend piece about traditional wine
regions experiencing an increase in distillery, brewery and cidery openings to
The New York Times.
15. Coordinated trip for winner of Visit California and UK based Time Out contest
to be a correspondent for Time Out regarding outdoor, culinary and
entertainment activities.
16. Worked with San Francisco Chronical wine and food writer Lynne Bennett
on possible story angles for the San Luis Obispo pull-out travel section this
summer.
17. Created and distributed May SLO Happenings event sheet to hospitality
partners.
18. Continued to work with the City and Barnett Cox & Associates and
StudioGood on overall tourism marketing campaign.
Media Relations/Placement
1. America’s most romantic train trips
Travel+Leisure names San Luis Obispo-San Diego train ride as one of the most
romantic in the country. Article was picked up by numerous other outlets
including:
Houston Chronicle: http://www.chron.com/travel/article/America-s-most-romantic-
train-trips-6171145.php#photo-7746807
Unique Views: 7,293,277
San Francisco Chronicle: http://www.sfgate.com/travel/article/America-s-most-
romantic-train-trips-6171145.php#photo-7746807
Unique Views: 11,604,352
Huffington Post: http://www.huffingtonpost.com/travel-leisure/americas-most-
romantic-tr_b_6992960.html
Unique Views: 47,669,118
MSN: http://www.msn.com/en-za?refurl=%2fen-za%2ftravel%2ftripideas%2fthe-
usas-best-rail-journeys%2far-AAajnKM&AR=4
China based Hainan Daily Newspaper group:
http://www.morningpost.com.cn/2015/0410/497675.shtml
2. AMERICA’S 20 COOLEST OUTDOOR TOWNS
Matador Network article names SLO the 5th coolest outdoor town in the U.S.
http://matadornetwork.com/trips/americas-20-coolest-towns-outdoor-adventure/
3. Where to Shop, Eat, and Play in San Luis Obispo, America's Happiest City
LA Racked article calls San Luis the “best of all worlds, making it an ideal spot
for a weekend getaway from the big city.”
Unique Views: 2,191,924
http://la.racked.com/maps/san-luis-obispo-shopping-guide
4. California wine guide: the best vineyards and tours
UK based The Telegraph article highlights the central Coast and SLO’s unique
wine offerings.
Unique Views: 33,234,30
http://www.telegraph.co.uk/travel/destinations/northamerica/usa/11525865/Califo
rnia-wine-guide-the-best-vineyards-and-tours.html
5. Eroica: A Chance to Bike As They Did in the in the Early 1900s
SF Weekley article talks about the history of the race and it’s future in California.
Unique Views: 444,157
http://www.sfweekly.com/thesnitch/2015/02/06/eroica-brings-classic-cycling-
reenactment-to-californial
6. SLO Winemakers Going Coastal
Touring and Tasting article highlights SLO winemakers and why they love San
Luis Obispo.
Unique Views: 25,743
http://www.touringandtasting.com/destinations/slo-winemakers-going-coastal/
7. Children's Day in the Plaza happening Saturday in San Luis Obispo
KSBY highlights Children’s Day in the Plaza before and after the event
Page Views: 721,709
Unique Views: 59,738
http://www.ksby.com/story/28774429/childrens-day-in-the-plaza-happening-
saturday-in-san-luis-obispo
http://www.ksby.com/clip/11381545/childrens-day-at-san-luis-obispo-mission
8. America's most beautiful small town 10
Chinese blog names SLO the seventh most beautiful small town in America.
http://blog.sina.com.cn/s/blog_147fab3aa0102vpa5.html
9. SLO film festival sees jump in ticket sales for 2015 event
The Tribune and Paso robles Daily News articles describe impact of SLOIFF.
http://www.sanluisobispo.com/2015/04/14/3586744_slo-film-festival-ticket-
sales.html?rh=1
Unique Views: 558,745
http://pasoroblesdailynews.com/san-luis-obispo-internation-film-festival-has-
banner-year/34310/
Circulation/Audience:31,720
10. ‘Barrels in the Plaza’ set for April 30 in SLO
Paso Robles Daily News and KSBY stories highlight SLO Wine’s month long
festival.
Circulation/Audience:31,720
http://pasoroblesdailynews.com/barrels-in-the-plaza-set-for-april-30-in-slo/34548/
Page Views: 721,709
Unique Views: 59,738
http://www.ksby.com/story/28939220/annual-food-and-wine-event-to-celebrate-
san-luis-obispo-wine-country
11. Thousands run SLO Marathon - new records set
KSBY story on SLO Marathon results and impact.
Page Views: 721,709
Unique Views: 59,738
http://www.ksby.com/story/28902739/thousands-run-slo-marathon-new-records-
set
12. Max Brooks, author of zombie thrillers, will discuss new novel in SLO
The Tribune article on GIA recipient, Foundation for San Luis Obispo County
Public Libraries event.
Unique Views: 558,745
http://www.sanluisobispo.com/2015/04/10/3580294_max-brooks-author-of-
zombie-thrillers.html?rh=1
13. Weekend in San Luis Obispo
Active lifestyle blogger shares her weekend adventures in SLO.
http://www.jensbestlife.com/2015/04/weekend-in-san-luis-obispo.html
14. Connecting With The Kids On A Family Vacation
Dad blogger ‘Creative-type Dad’ highlights SLO offerings for Family trip.
Unique Views: 21,501
http://creativetypes.blogspot.com/2015/04/connecting-with-kids-on-family-
vacation.html
15. Kids, Kids Every Where
Mom-blogger coverage of Children’s Day in the Plaza.
http://otpblog.blogspot.com/2015/04/kids-kids-every-where.html
Grants- in-Aid Marketing Support April 2015 Report
Organization Event VC PR SM EC EL MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X X
Cal Poly Corporation: Cal Poly Arts BASETRACK X X X X
Canzona Women's Ensemble
Concerts of choral music for
women's voices X X X X X X
Central Coast Arts International
Traditional African Music and
Dance Performance X X X X X X
Central Coast Children's Choir Annual Concerts X X X X
Civic Ballet 2014 Nutcracker Ballet X X X X X
Cuesta College Community Programs: Central
Coast Writers' Conference
30th Anniversary Central Coast
Writers' Conference X X X X X X
Cuesta College Fine Arts Division Art Gallery Exhibitions X X X X X X
Ecologistics, Inc.
Central Coast Bioneers
Conference X X X X
Foundation for San Luis Obispo County Public
Libraries Literary Salon X X X X X X X
Gay And Lesbian Alliance of the Central Coast
(GALA)Central Coast Pride Week X X X X X X
Jewish Community Center of San Luis Obispo
(JCCSLO)Jewish Film Festival X X X X
Opera of San Luis Obispo
Aida: A City-Wide Arts
Collaboration X X X X
Saint Andrew Greek Orthodox Church Evening in Greece X X X X X
San Luis Obispo County Arts Council (dba ARTS
Obispo)
Children's Day in the Plaza with
Passport to the Arts X X X X X
San Luis Obispo Downtown Association Checkpoint Challenge
San Luis Obispo International Film Festival 2015 Festival X X X X X
San Luis Obispo Little Theatre 2014-15 Season X X X X X X
San Luis Obispo Museum of Art
Taking Art Into the Community
- Awakening Minds X X X X
San Luis Obispo Soccer Club
26th Annual SLO Summer
Classic X X X X
San Luis Obispo Symphony Meet the Red Violin X X X X X
San Luis Obispo Vocal Arts Ensemble
Kick off to Tour and Tour of
Italy and Spain Concerts X X X
TOR Productions ALTA
United Way of San Luis Obispo County Flavor of SLO X X X X X
RSVP X X X X
Black is current month, gray is past work
Returned or forfeited grant
25 Total; 23 served to date or in progress
VC- Dropped off materials for display in Visitor Center; brochures, posters, etc.
PR- Sent out Press Release
SM- Ran event through Social Media outlets
EC- Included in Event Calendar
EL- Included in Event Listings/one-sheet sent out to local hoteliers, wineries, etc.
MTG- Meet with Groups in person to offer public relations advice and support
ST- Sell Tickets for events through the Visitor Center
PC- In place of in person meeting, had phone call with group to discuss details.
Visitor Services Contract Report
April 2015
Highlights from April in the Visitor Center:
Sold Happy Town t-shirts Distributed California tax booklets
Sold adventure passes Sold SLO city bus passes
SLO events promoted through Visitor Center:
SLO Wine Country Roll Out the Barrels
SLO Big Brothers Big Sisters Volunteer Training
Palm Theatre presents Will Jones Book Signing
Downtown SLO Bunny Trail
Art After Dark
SLO Blues Society presents Kara Grainger
San Luis Obispo Museum of Art presents Youth
Art Classes
SLO Little Theatre Kids Spring Break Camp
The SLO Library presents Arts Live
SLO Children’s Museum presents Science After
Dark
The Fremont Theatre presents The Seeds
SLO Little Theatre presents Time Stands Still
Children’s Day in the Plaza
Earth Day Alliance Recycled Art Show
SLO Symphony presents Music on the Coast
Cal Poly presents Lila Downs
Cuesta College Fundraiser for Breast Cancer
Congregation Beth David presents Hear Eva’s Story
SLO Museum of Art Class
SLO Multicultural Music and Dance Showcase
Cal Poly Open House Concert
The Clark Center presents Grease
SLO High Golf Tournament
SLO Airport presents Fly the Ford
Earth Day at El Chorro Regional Park
PCPA presents My Fair Lady
SLO Marathon
San Luis Obispo Museum of Art presents
Photography Exposed
Cal Poly presents St Lawrence String Quartet
SLO Farmers Market Street Party
Cal Poly Open House
Monthly Visitor Center Interactions:
April 2015 March 2015 April 2014
Visitors in center: 9929 6534 5801
Phone calls: 521 444 517
Emails: 162 141 113
Calendar of Events:
Events entered into calendar this month: 316
Events in the April calendar: 316
SLO HAPPENINGS MONTHLY REPORT
DATE: MAY 13, 2015
APP SUMMARY
The SLO Happenings app has continued with a
solid rate of monthly downloads. During the
month of April, the app had 220 total
downloads, 1,995 sessions and 2,156 page
views. The splash page continues to direct
iPhone and Android users to their appropriate
app stores for instant downloading.
ADVERTISING
Media Outlet Impressions Clicks Click-thru rate
Facebook ad for Facebook Page Likes 32,865 661 2.04%
Facebook ad for Splash Page 65,998 715 1.07%
SOCIAL MEDIA
In April, we continued posting upcoming events and information on the Facebook page 6-7 times
per week. During the month of April, we gained 402 additional likes, which b rought our total likes
to 19,051. Our average weekly reach, which is the number of unique people who saw any content
from our page, was 15,709.
0
5000
10000
15000
20000
25000
Ja
n
-
‐
1
3
Fe
b
-
‐
1
3
Ma
r
-
‐
1
3
Ap
r
-
‐
1
3
Ma
y
-
‐
1
3
Ju
n
-
‐
1
3
Ju
l
-
‐
1
3
Au
g
-
‐
1
3
Se
p
-
‐
1
3
Oc
t
-
‐
1
3
No
v
-
‐
1
3
De
c
-
‐
1
3
Ja
n
-
‐
1
4
Fe
b
-
‐
1
4
Ma
r
-
‐
1
4
Ap
r
-
‐
1
4
Ma
y
-
‐
1
4
Ju
n
-
‐
1
4
Ju
l
-
‐
1
4
Au
g
-
‐
1
4
Se
p
-
‐
1
4
Oc
t
-
‐
1
4
No
v
-
‐
1
4
De
c
-
‐
1
4
Ja
n
-
‐
1
5
Fe
b
-
‐
1
5
Ma
r
-
‐
1
5
Ap
r
-
‐
1
5
Facebook
Likes
86
630
134
1365
0
200
400
600
800
1000
1200
1400
1600
Downloads
Sessions
April
App
Stats
Android
iPhone
TOT Comparision
2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 Change +/-2014-15 2013-14 Change +/-2014-15 2013-14 Change +/-2014-15 2013-14 Change +/-
July 565,386$ 565,637$ 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 8.8%87.2 86.8 0.3 143.47$ 132.62$ 7.1 125.05$ 116.34$ 7.5
August 573,057$ 609,452$ 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 8.6%85.1 83.1 2.4 147.17$ 134.54$ 9.4 125.17$ 111.81$ 12
September 465,179$ 416,859$ 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 10.1%74.5 73.1 1.8 128.61$ 121.10$ 6 95.77$ 88.69$ 8
October 418,474$ 416,905$ 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 16.6%77.9 70.4 10.6 130.39$ 119.51$ 9.0 101.57$ 84.26$ 20.5
November 375,287$ 354,737$ 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 11.6%67.8 62.6 8.3 $120.89 113.79$ 6.1 $81.95 71.36$ 14.8
December 312,510$ 274,871$ 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 10.1%57 54.8 4 $110.50 107.30$ 3 $62.95 58.78$ 7.1
January 287,474$ 258,316$ 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 20.6%60.6 54.5 11.1 110.82$ 102.55$ 8.1 67.15$ 55.92$ 20.1
February 342,220$ 292,343$ 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 17.6%66.8 63.7 4.8 $116.20 108.59$ 7 $77.57 69.20$ 12.1
March 386,458$ 289,506$ 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 16.2%70.3 66.4 5.8 121.44$ 110.14$ 10.3 85.32$ 73.16$ 16.6
April 388,911$ 391,891$ 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 75.4 124.53$
May 435,516$ 393,431$ 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 70.3 128.38$
June 513,631$ 456,098$ 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 76.6 139.93$
Total/Average 5,064,103$ 4,720,046$ 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 69.81 120.25$
Occupancy ADR RevPAR
Figures from Smith Travel Research report
Proposals 2015-16
1
Proposal to City of San Luis Obispo
Promotional Coordinating Committee
April 2015
Visitor and Promotional Services
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Promotional Coordinating Committee in order to enhance and enrich
the resident and visitor experience in San Luis Obispo, create a central hub of community and
visitor information, and promote the region to potential visitors.
Expertise: The San Luis Obispo Chamber of Commerce looks forward to building on our existing
strengths including a successful track record of promoting San Luis Obispo, strong relationships
throughout the community, extensive experience providing public relations and visitor services,
and powerful online reach.
Looking forward: For more than 40 years, the Chamber has worked with the City of San Luis
Obispo’s Promotional Coordinating Committee to create new programs and utilize existing
Chamber assets to improve the quality of life and economic vitality of the community we live in;
we continue to seek new opportunities to deepen our partnership and further the
understanding of San Luis Obispo as an exceptional place to live and visit.
Proposals 2015-16
2
Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
Proposals 5
Summary 11
Proposals 2015-16
3
Qualifications
The San Luis Obispo Chamber of Commerce offers a distinct and powerful combination of
strengths to assist the Promotional Coordinating Committee in fulfilling its mission and strategic
direction.
• Direct relationships with nearly 1,450 local business members who represent more
than 34,000 employees throughout the county. These long-term relationships allow us
to work cohesively with local businesses to execute promotions, donations, projects and
media visits.
• Constant interaction with visitors in our downtown Visitor Center. More than 75,000
visitors were personally greeted and assisted in 2014. The center, which is open seven
days a week, is staffed by visitor information professionals who are trained to answer
questions and accommodate requests of locals, visitors and travel writers.
• Productive relationships with the media, rooted in our 40+ years of work in San Luis
Obispo public relations. We are the go-to resource for travel writers due to the strength
of the “Chamber of Commerce” brand and the strong relationships we have built over
the years.
• We have a nimble, responsive PR team, which is well informed about what is
happening in the city and is able to get journalists timely information and contacts.
• Long-term strategic alliances with local organizations and events that attract visitors
and enhance the tourist experience, including Hearst Castle, SLO Wine Country, Cal Poly,
Festival Mozaic, the PAC, the SLO Film Festival and more.
• Access to a library of more than 50,000 current and historical images of San Luis Obispo
and the surrounding area. The award-winning images have appeared in publications
such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San
Francisco Chronicle and many more.
• Connected with more than 385,000 unique visitors a year through our websites and
engaged with both locals and visitors multiple times a day in person, over the phone and
digitally.
• Produce and distribute a high-quality visitor guide on an annual basis that highlights the
assets of the city and surrounding areas and supports our media relations. Each year the
guide contains current information as well as new photos of the best things to see and
do throughout San Luis Obispo County.
• The Chamber continues to stay on top of the trends in tourism marketing, working with
regional, statewide and national partners to identify and act on emerging trends and
best practices.
Proposals 2015-16
4
Project Team
The SLO Chamber has an experienced, professional staff of 18, who work together to execute
projects to completion with a track record of success. The key team members who will lead the
work for the Promotional Coordinating Committee include:
Pam Roberts
Visitor Center Manager
Pam Roberts is responsible for making sure everyone who comes in contact
with the Visitor’s Center staff, whether by phone, e-mail, or in person, is
provided with friendly, helpful and knowledgeable assistance. Joining the
Chamber in 2014, she brings years of experience managing the Visit
California Welcome Center in Pismo Beach.
Molly Kern
Marketing Coordinator
Molly Kern has been with the Chamber in various roles since December 2012,
presently as marketing coordinator. In this role Molly works to share the
“why” San Luis Obispo is a wonderful place to vacation, live, work and
generally enjoy life, while leading tourism PR efforts for the City of San Luis
Obispo.
Melissa Godsey
Director of Marketing
Joining the Chamber staff in 2014, Director of Marketing Melissa Godsey
leads the Chambers marketing team, specializing in using social media to
enhancing the region’s tourism promotion efforts.
Aaron Lambert
Director of Communications
Aaron Lambert manages and produces the Chamber’s website content,
including blogs, photographs, videos and social media entries as well as all
editorial for printed Chamber materials. A professional photographer,
Lambert’s work has appeared in The New York Times, Los Angeles Times,
The Washington Post and USA Today among others.
Ermina Karim
President / CEO
Ermina Karim’s focus is on helping local businesses thrive. She brings her
professional experience and personal passion in economic development to
assisting on the contracts with the TBID and PCC. In addition, she has an
extensive background in journalism including as a local reporter for The
Tribune as well as many years in both print and online media in New York.
Proposals 2015-16
5
Visitor Center
The San Luis Obispo Chamber of Commerce Visitor Center is a professionally staffed visitor
center open every day of the week, serving community members and tourists that are walking
in, calling and emailing with questions. During the last two-year contract period of 2013-14 and
2014-15 we will have personally assisted more than 165,000 individuals on behalf of the City.
The traffic far exceeds any other City/Chamber Visitor Center in the county.
Tourism in our city, as measured by transient occupancy tax, has seen a strong improvement
over the last two years. In addition, in 2013, the Chamber invested more than $165,000 in one-
time investments in order to upgrade the look, feel and functionality of the Visitor Center, with
input provided by local stakeholders including the PCC. The ensuing transformation – a superior
location, 30 percent increase in visitor serving space, exponential growth in visibility, a modern,
accessible and environmentally sustainable retrofit – has contributed to significantly growing
the service provided through the Visitor Center. In-person visitor traffic is up 19 percent during
the 2013/14 and 2014/15 contract periods over the prior two-year contract periods (2011-12
and 2012-13). Furthermore, the Visitor Center saw an 11.6 percent year-over-year increase in
2013-14 and a 10.1 percent year-over year increase is anticipated for this current year. In short,
the new, improved downtown Visitor Center is succeeding at its goal of serving the increasing
pool of visitors to and in our region.
Additionally, we take the visitor center information and professional service on the road to two
of the most influential Cal Poly events, Parents Weekend and Open House. Being on campus
during these events allows us to reach a group of people that will likely be returning again and
again to San Luis Obispo.
Over the last two-year contract period, the Visitor Center has also expanded its service offerings
for the resident and tourist. Key improvements include: an improved referral system to drive
business to local hotels, restaurants and events; increased collection of demographic data of the
visitor; enhanced promotion of local events through the Visitor Center including utilizing the
window space; new high-definition tourism video to promote our region; and growth in our SLO
branded items for sale to residents and visitors.
The increase in traffic is driving increased staffing to adequately meet the needs of the visitors.
Over the last two years, to meet the needs of increased visitor traffic, Chamber staff has grown
from one full-time director and four or five part-time staff, to one full-time director and eight
part-time staff.
The Chamber proposes that the City continue its historic support level of 44 percent of total
ongoing costs for a contract value of $103,000
$103,000 a year for 2015-16 and 2016-17 fiscal years
Proposals 2015-16
6
Public Relations
For the 2014-2015 year, the Chamber has served as the contractor for public relations services.
In this role, the Chamber is responsible for responsive public relations service as well as
proactively generating out-of-area media attention. Contract elements include: pitching to
media, bringing in media, coordinating media trips, following up with media, sending out media
releases, responding to natural media inquiries, use of the Chamber’s photography library for
media requests and press releases, planning and executing press trips and developing media
kits. We do all of this public relations work for just one client--San Luis Obispo.
This focused effort is paying off; 2014-15 was a tremendous year of public relations successes.
Highlights to date include placements in the San Francisco Chronicle, The Washington Post and
the Chicago Tribune. For a complete list of placements, please see clip book (pg. 12).
To most effectively maximize resources, we propose aligning our public relations efforts with
TBID marketing to amplify impact of overall messaging, extend the reach of our targeted
proactive efforts and share costs between PCC and TBID. We believe that additional efforts
including attending tourism trade shows and working more closely with the TBID’s marketing
agencies will increase the impact of our efforts on your behalf.
Public Relations Strategy Overview
Objectives
1. To continue to strengthen San Luis Obispo’s position as a sought after tourist
destination
2. To promote community activities that are meaningful to residents and visitors and
support the high quality of life enjoyed in SLO
3. Work in close partnership with the TBID marketing agency to develop/coordinate
messaging to maximize the city’s PR effectiveness
Two Primary Target Markets
The two areas of focus for SLO promotional efforts will be:
a. Visitors from outside the area
b. SLO County residents
Proposals 2015-16
7
Tactics to Reach Visitors From Outside the Area:
Focused Messaging:
The current major demographic of visitors to SLO is people ages 40-69. While this remains an
important segment of tourists to engage with, we will be increasingly focused on younger
travelers who are a good fit for San Luis Obispo based on their interests. We will work with
targeted media to focus delivering content and stories that appeal to what people value, and
what is important to them. Some areas of focus include:
1. Families – newer travelers, interested in outdoor activities, child-friendly events as well
as family friendly restaurants. Safety, ease and fun are their main concerns.
2. Outdoor Enthusiasts – interested in outdoor activities as well as events, food, wine and
beer. Looking to get away from an urban environment or explore a new challenge.
3. Foodies – interested in the locally grown and sourced foods throughout the area as well
as wine and beer. They care about the process behind every bite.
4. Millennials – seeking boutique destinations, insider knowledge, and hidden gems.
Millennials are the ultimate experience seekers and value travel as an integral part of
their lives.
5. Business Travelers – Seeking seamless customer service and facilities that allow them to
be productive during the day and have engaging after-hours experiences. Highlighting
San Luis Obispo’s unique offerings as a great match for corporate travelers to meeting
planning media as well as executive retreats, team building opportunities and small
conferences (80-100 attendees).
Additional – although narrower – target demographics will be:
• The LGBT Community – interested in an open minded, welcoming/accepting
community.
• Cal Poly Alum and Parents – interested in re-visiting their college stomping grounds and
knowing about where their children are going to school, looking for fun local
experiences while they’re here.
• Travelers with Pets – interested in knowing their pets are warmly welcomed. They feel
valued and comfortable when their pet is.
• Girls Getaway – interested in spending time together while bonding and experiencing
San Luis Obispo.
• History Buffs – interested in the historical and cultural things to do and see. Always
looking for facts you can’t find online or in a book.
• Couples Getaway – interested in a relaxed, memorable experiences
Proposals 2015-16
8
Tactics to Reach Residents of SLO County
While SLO welcomes guests from outside our area, we are equally passionate about promoting
amazing offerings and activities to those that live in the city and surrounding areas. To do that
effectively, we will work with local media to highlight the various events and activities going on
in our area.
a. Cultural events such as: SLO Film Festival, Jazz Festival, Festival Mozaic,
Restaurant month, Civic Ballet, Opera
b. Sporting events such as: SLO Marathon, Cal Poly Athletics, City to the Sea half-
marathon, Summer Soccer Tournament
c. Special Interest such as: Seven Sisters Quilt Show, Science After Dark, Mini
Maker Faire, Quilt Show, Craft Beer Festivals (Oktoberfest)
Reach
National Reach
Primary targets will be to reach to media outlets in California and the Western United States.
Western United States defined to include Washington, Oregon, Nevada, Utah, Colorado and
Arizona. In addition, the Chamber will proactively outreach to major national media outlets
including magazines and newspapers as well as targeted guide books for updated and enhanced
content.
International Reach
The Chamber will collaborate on international public relations efforts with California’s State
Office of Tourism on their international public relation campaigns. Themes, timing and support
will be determined by the organization. Chamber will be responsive to their needs.
Digital Reach
Primary targets include influential lifestyle and travel bloggers with engaged audiences that are
in line with San Luis Obispo’s other focused messaging efforts. The Chamber will proactively
outreach to bloggers and collaborate with the City’s social marketing partners for a seamless
digital experience.
Cross Marketing/ Strategic Alliances
The Chamber will proactively seek ways of working with other organizations to both cross
market through public relations initiatives as well as through building strategic alliances. In the
upcoming year we propose collaboration with the city’s marketing agencies as well as other
partners to promote and market San Luis Obispo.
Proposals 2015-16
9
Media Monitoring
Over the past three years, the PCC enhanced its PR strategy with media monitoring tools, and in
2014-15 we upgraded to a service called Vocus. This tool has allowed better access to
journalists, assesses our impact and has allowed the PCC to know that the Chamber is effectively
fulfilling the contract. This year, we propose the PCC again invest in this pass-through contract.
Vocus recently merged with Cision and is now able to provide us an enhanced version of the
Vocus PR Suite that brings together the best features including access to 1.6 million writers and
editors, an expanded press release distribution network and expanded monitoring through
partnerships including Associated Press, LexisNexis, Critical Mention and Twitter.
Scope of work
The scope of work within this proposal includes:
• Proactively pitching story ideas on a monthly basis to national, regional and online
media as well as travel and lifestyle bloggers.
• Collaborating with the city’s agencies to streamline tourism marketing efforts.
• Writing at least 12 press releases a year and distributing through all channels including a
media management online tool.
• Hosting travel writers on individual trips throughout the year.
• Fulfilling all media requests that are received.
• Proactively tying in with the State Tourism Office’s public relations efforts to enhance
local visibility
• Attending three travel shows with the city’s tourism marketing team
$80,000 a year for PR Services, 50% of which to be funded by the PCC
$7,950 for Media Monitoring Services, 50% of which to be funded by the PCC
Proposals 2015-16
10
GIA Support Marketing
Over the last five years, the Chamber has provided event promotion and public relations
support to the PCC’s grants-in-aid recipients. This contract has been aimed at driving attendance
and support by residents and visitors to events in the city. In the 2015-16 year, we propose
enhancing the existing scope by providing the same in-kind public relations support to events
that meet the same requirements for GIA support but have ‘graduated’ the sustainability track.
Elements of the contract include:
• Writing press releases and distributing to local, regional and national media outlets
• Promoting events through social media channels
• Including events in event calendars to local tourism-related businesses
• Including events in upcoming event releases to local media outlets
• Meeting in-person, or by phone with groups
• Offering to sell tickets through the Visitor Center (at no charge)
• Promoting events through the Visitor Center by display of event materials- brochures,
posters, etc.
• Distribution of the easy-to-use, monthly local events one-pager to local hospitality
partners that is consistent with the “look and feel” of the city’s messaging efforts
$28,000 a year
San Luis Obispo City Maps
The tear-off, tableted city maps are the most utilized visitor resource in our Visitor Center as
well as throughout San Luis Obispo. It is distributed quarterly and on-demand to all San Luis
Obispo city hotels as well as hospitality partners including Amtrak, wineries and local museums.
In 2014-15, the PCC once again supported the project and approved the printing of 150,000
maps, a 50 percent increase over past years. The project will be updated and printed for the
2015-16 fiscal year. We are proposing another print run of 150,000 to keep up with the demand
for distribution of approximately 37,500 maps each quarter.
$8,500 for 150,000 maps with minor edits
Proposals 2015-16
11
Summary
Visitor Center Operations $103,000 per year for two years
Public Relations Services $40,000 a year
$80,000 a year, 50% funded by the PCC
Media Monitoring $3,975 a year
$7,950 a year, 50% funded by the PCC
GIA Event Support $28,000 a year
San Luis Obispo City Maps $8,500 a year
Public Relations Proposal to City of San Luis Obispo
Tourism Business Improvement District &
Promotional Coordinating Committee
2015-16
1
Existing Services contracted by the PCC
• Proactively pitching story ideas on a monthly basis to national, regional and online media as
well as travel and lifestyle bloggers.
• Key markets of focus include: families, outdoor enthusiasts, foodies and experience
seekers.
• Writing at least 12 press releases a year and distributing through all channels including a
media management online tool.
• Hosting travel writers on individual trips throughout the year.
• Fulfilling all media requests that are received.
• Proactively tying in with the State Tourism Office’s public relations efforts to enhance local
visibility
• Access to image and video library usage for Chamber-executed public relations work
Estimated time commitment: 20 hrs./week
2015-16 contract price: $62,000
Expanded Services
In addition to the existing services outlined above, expanded offerings would include the following:
• Build media relationships in new key, untapped target markets: business travelers and
millennials
o Market research on most trusted outlets for these key segments
o Design outreach strategy across multiple media platforms and micro-markets to
reach business travelers and millennials
o Develop relationships in these market segment, which is key to proactive and
responsive media mentions
Strategy for business travelers includes leveraging existing business-to-
business and Chamber industry relationships to highlight San Luis Obispo
as a business travel destination
Strategy for millennials includes an increased focus on bloggers and out-
of-area digital influencers
• Attending three travel shows with the city’s tourism marketing team
o Expected cost: $1,000 hard expenses per show
o Expected hours: 25 hours per show
(assumes six nights in total for three shows)
• Provide public relations support for five significant TIBD-supported events
o Writing press releases and distributing to local, regional and national media outlets
o Including events in event calendars to local tourism-related businesses
o Meeting in-person, or by phone with groups
Public Relations Proposal to City of San Luis Obispo
Tourism Business Improvement District &
Promotional Coordinating Committee
2015-16
2
• Working in coordination with TBID marketing agencies in order to achieve comprehensive
marketing plan and increase brand awareness across all platforms
o Partner with market agencies to develop comprehensive marketing plan
o Collaboration hours, including regular meetings and information sharing based on
current meeting schedule; does not include meeting prep time or travel:
1.5 hrs./week group marketing meetings = 78
1.5 hrs./month sub-committee meetings = 18
1.5 hrs. /month TBID meetings = 18
114 hours per year
Estimated time commitment: 25 hrs./week
2015-16 contract price: $80,000
Comparable SLO public relations agency billable rates range from $75-$225/hr.
Public Relations Proposal to City of San Luis Obispo
Tourism Business Improvement District &
Promotional Coordinating Committee
2015-16
*Alternate possibilities to travel show attendance:
Visitor Center on the Road
• Visitor center staff presence at three TBID sponsored events in San Luis Obispo County.
• Work with tourism manager and TBID marketing agencies who would provide collateral, booth,
etc. to ensure that visitors have best information and want to return to san Luis Obispo
• Hours estimated at 20 per event
Targeting lifestyle influencers
• Focus on bringing prominent influencers that speak to key target markets such as design, art,
music and outdoor to San Luis Obispo
• Would be a partnership with ShareSLO to get the most out of our efforts
GFL Systems, Inc. 3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401 IT Solutions for Every Business
April 8, 2015
Promotional Coordinating Committee
City of San Luis Obispo
990 Palm Street
San Luis Obispo, CA 93401
SLO Happenings Mobile App Development Update and Future Budget Estimates
We met with Ermina, Melissa and Molly from the Chamber on March 27th and had a very good meeting. We discussed
the details of pulling event data from the Chamber website for the SLO Happenings App. The Chamber has agreed to
allow the GFL / PCC to pull event data from the Chamber’s website for the SLO Happenings App. The Chamber would like
to charge $500/mo for this access, starting July 1 (Updated app is scheduled to be released before then). The Chamber
has agreed to give GFL Systems access to their site prior to July 1st for development.
We discussed the possibilty of the Chamber managing event submission through the SLO Happening app and web site.
Events are cirrently submitted to SLO Happenings from the app. We are currently developing a web interface for event
submissions as well. When events are submitted from either source, a human will need to review the event, either
approving or denying it. The Chamber may be interested in taking on this task starting July 1, subject to the RFP process.
We also discussed the future technological abilities of the app and how the Chamber can contribute more valuable
content. Some new features and content for the app could include: places see and/or visit in SLO (i.e. Bubble Gum Alley,
Mission, etc.), things to do that are not events (i.e. hiking), push notifications based for point of interest (based upon
GPS position and opt-in)
Development Update
Chamber Event Data
Confirmed ability to work with Chamber
Created test environment
Created Wordpress API to pull event data
Successfully gather event data via Wordpress API
New SLO Happenings web site
Completed
GFL Purchased slohappenings.com
Redirect traffic to this site from SLO City web site and other sources as need
Created wireframe for web-based event submission (attached)
Created wireframe for web-based event listings (attached)
Created wireframe for updated web-based event management (attached)
In Progress
Create Wordpress event API on slochamber.org
Create category mapping from Chamber events to SLO Happenings
Develop new web-based event submission
Develop new web-based event listings
Develop updated web-based event management
Update the background framework of the mobile app
Page | 1
GFL Systems, Inc. 3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401 IT Solutions for Every Business
SLO Happenings in upcoming fiscal year (2015-2016)
Priority Objectives from PCC
• Build more content in the app
• Enhance the technology and how the app works
o Search tool
o Geolocation or map tool
o Notifications
New Ideas
• Expanded content with partnership from Chamber
• Push notifications based upon GPS position
• Monetize app by allowing event producers and business owners to highlight their event or business.
Definitions of Objectives and New Ideas
• App content (events)
o GFL is currently developing the interface to pull events from slochamer.org
o GFL recommends the SLO Chamber to be the clearinghouse and approval body for calendar data input by
users.
• Add search functionality to mobile app
o Search event name, description text, date & time
• Geolocation/Map
o Display events near user, based upon GPS location
o Display current / selected events as pins on map
Clicking on pin display quick info. User can click for more information
o Each event would need an exact address
How to manage events without addresses?
• Notifications
o Setup opt-in for push notifications
Requires the creation of a settings feature for users to enable/disable push notifications
May require an inexpensive monthly server
• Expanded content and push notifications
o GFL recommends partnering with the SLO Chamber for content sharing and production for both local
residents and visitors. Content could include itineraries, maps and walking tours.
If approved, this content, and changes to the app and administration will need to be defined
Subject to budget
o GFL recommends partnering with the SLO Chamber to produce enhanced content for estimate beacons that
could provide push notifications when a user is in the vicinity of a site (ideas could include historical walking
tour, highlights of SLO, hiking trail info)
If approved, this content, and changes to the app and administration will need to be defined
Subject to budget
Page | 2
GFL Systems, Inc. 3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401 IT Solutions for Every Business
Hosting and Maintenance
• Hosting and standard Maintenance will continue at $200/mo. This entails the following:
o Hosting of event database and images
o Daily backup
o Security and maintenance updates
o Updates to ensure app performs with newer technology
Possible Budget for 2015-2016 - $32,000
• Development $10,000
o Add search functionality to mobile app
o Add Geolocation/map features
Display events near user, based upon GPS location
Display current / selected events as pins on map
o Minor updates design to closer follow new design specifications for mobile apps
o If budget allows, review and update event categories
o Hosting and maintenance included ($2,400)
• Content Management $06,000
o Chamber provides data feed only
• Marketing $16,000
o Marketing and advertising
o Manage events that are submitted through app and web site
Application features for future consideration
• Review and update event categories
• Add push notification engine and settings page
• Add new content from Chamber (itineraries, maps and walking tours)
• Create “estimate beacon” functionality
• Create new design and animations to follow new design specifications for mobile apps
• Add ability for events or businesses to me promoted (for a fee?)
Thank You,
Mike Holliday
GFL Systems, Inc.
805.801.8452 - Mobile
805.768.4351 - Office
Page | 3
Community Promotions Budget Worksheet w/o SOPC
Budget 2015-17 Amount 2015-16 Projected 2016-17 Projected
Budget 388,200$ 396,029$ 401,930$
Carryover 3,000$
Total Budget 391,200$ 396,029$ 401,930$
Expenditure
2014-2015 2015-16 2016-17 Notes
GIA 115,000$ 123,000$
Grant Funding 90,000$ 95,000$
Grants Marketing Support 25,000$ 28,000$
EVENTS 79,000$ 84,300$
Events Promotion Funding 48,000$ 40,000$
SLO Happenings Program - Technology 16,000$ 16,000$
SLO Happenings Program- Marketing 15,000$ 28,300$
CONTRACT SERVICES 165,000$ 143,500$
Visitors Center 95,000$ 103,000$ 103,000$
PR Contract 58,000$ 32,000$
Downtown Maps 8,000$ 8,500$
Beautification 4,000$ -$
ADMINSTRATION 35,309$ 33,229$
Support Cost 5,000$ 5,000$
Administration (.25 FTE)26,200$ 28,229$ 29,930$
Returned Funds 4,109$ -$ -$
Subtotal Amount 384,029$ 132,930$
Funds Remaining 12,000$ 269,000$
Total 394,309$ 396,029$ 401,930$
Organization Contact Name Email Event(s)Event Dates
Attended
Special
Meeting
# of
Yrs
Grant
ed
2014-15
Grant
2015-16
Request
Committee
Recommendation Comments & Funding Requirements Liaison
1 Almond Country Quilt Guild Cheryl Zelus czelus@gmail.com Seven Sisters Quilt Show June 25 - 26, 2016 yes 2 $ 3,000.00 $ 7,500.00 $ 3,750.00 toward media plan
2 Cal Poly Corporation (for Cal Poly Arts)Denise Leader Stoeber dleaders@calpoly.edu
La Guitarra California Festival 2015 September 25, 26, 27 yes 1 na $ 12,000.00 $ 6,840.00 funding of media plan
3 Canzona Women's Ensemble Patricia Harris pat@canzonawomen.org
Canzona Women's Ensemble Concerts (Choral Music)November 9, 2015 (TBD), March, 2016 yes 2 $ 4,100.00 $ 6,300.00 $ 3,900.00 ad plan - no postcard mailing and list4Central Coast Arts International Elvis Mensah centralcoastartsinc@yaho
o.com
SLO Multicultural Music & Dance Showcase April 15 - 16, 2016 yes 1 $ 4,420.00 $ 7,000.00 $ 4,000.00 no radio funding, printing and local papers5Civic Ballet of San Luis Obispo Rosemary Canfield gmgurl@me.com
The Nutcracker Ballet with Live Orchestra December 11 - 13, 2015 yes 3 $ 4,500.00 $ 7,500.00 $ 4,880.00 media plan only6Ecologistics, Inc.Stacey Hunt stacey@ecologistics.org
All-Star Benefit Concert to SLO Down Cancer October 1, 2015 yes 0 na $ 4,000.00 $ 2,500.00 social, radio, newspaper only7Foundation for San Luis Obispo County Public Libraries Vera Wallen jvwallen@charter.net
Library Foundation Literary Salon September 2015, February 2016, May 2016 yes 1 $ 7,500.00 $ 8,935.00 $ 5,635.00 media plan only8History Center of San Luis Obispo County Eva Ulz eulz@historycenterslo.org
SLO Souls: Meet the Eternal Residents of San Luis Obispo November 1, 2015 yes 0 na $ 7,349.04 $ 3,440.00 google ad words, facebook, remainder toward print oultets at their discretion 9 Institute for Sustainable Living James Cole jim.cole@charter.net
ReSkilling Expo 2016: Learn Practical Skills for Living March 27, 2016 yes 0 na $ 3,600.00 $ 3,600.00 full funding10JCC - Federation of San Luis Obispo Lauren Bandari lbandari@jccslo.com SLO Jewish Film Festival January 9 - 10, 2016 yes 5 $ 1,500.00 $ 2,000.00 $ 1,185.00 2nd year sustainable- media plan as presented
11 Opera San Luis Obispo Sharon Dobson sharon@operaslo.org
Cavalleria Rusticana & Pagliacci: A City-Wide Arts Collaboration October 10-11, 2015 yes 4 $ 6,440.00 $ 12,000.00 $ 4,500.00 starting sustainable track- 12 Saint Andrew Greek Orthodox Church Susan Gerakaris sgerakaris@charter.net Evening in Greece October 17, 2015 yes 1 $2,904 $ 4,500.00 $ 2,550.00 newspaper, radio, online only13San Luis Obispo County Arts Council Barbara Radovich director@artsobispo.org
Children's Day in the Plaza with Passport to the Arts April 9, 2016 yes 1 $ 4,350.00 $ 4,500.00 $ 4,500.00 1 year as artsobispo so start over;
14 San Luis Obispo Little Theatre Patty Thayer pattythayer@slolittletheatr
e.org
SLO Little Theatre 2015-16 Season with Expanded Mainstage Schedule July 1, 2015 - June 30, 2016 yes 4 $ 4,400.00 $ 7,500.00 $ 3,300.00 starting sustainable track- 15 San Luis Obispo Railroad Museum Tom Mitchell slotom@charter.net Central Coast Railroad Festival October 1 - 4, 2015 yes 3 na $ 10,000.00 $ 6,500.00 $5000 from GIA for media plan16San Luis Obispo Soccer Club Bob Galarneau doc@slosoccer.com SLO Summer Classic July 31; August 1 - 2, 2015 yes 3 $3,200 $ 5,200.00 $ 3,200.00 gotsoccer and newspaper17San Luis Obispo Symphony Edmund Feingold ed@slosymphony.com New Year's Eve Celebration December 31, 2015 yes 4 na $ 10,000.00 $ 4,850.00 $3300 from GIA but migfht be appliacble to the Events Promo in the future18San Luis Obispo Vocal Arts Ensemble Sarah Maggelet sarah@vocalarts.org
2016 California International Choral Festival July 7-10, 2016 yes 3 na $ 12,000.00 $ 5,000.00 toward media plan 19 Senior Volunteer Services Marie Brinkmeyer rsvp@srvolunteer.org 7th Annual Giveaway Raffle June 1 - August 28, 2015 yes 1 $1100 from Event Promo 1,500.00 $ 1,100.00 only media plan - no printing20SLO Children's Museum Peter Danciart peter@danciart.com Via Dei Colori SLO September 26 - 27, 2015 yes 0 na $ 5,800.00 $ 4,300.00 toward media plan 21 SLO Downtown Association Aileen Carroll aileen@downtownslo.com 40th Annual Holiday Parade December 4, 2015 yes 0 na $ 7,115.00 $ 2,660.00 prioritized project components excluding the direct mailings22SLO Downtown Association Aileen Carroll aileen@downtownslo.com
20th Annual Concerts in the Plaza June 12 - September 11, 2015 yes 0 na $ 6,665.00 $ 2,210.00 facebook amd slo life mag only23SLO Noor Foundation Marilyn Mayor solutions-
mm@thegrid.net
50 Shades of Color Fashion Revue + MusicFest May 14, 2016 yes 0 na $ 3,600.00 $ 3,600.00 full funding24United Way of San Luis Obispo County Sarah Glaudel sarah.glaudel@glennburd
ette.com Flavor of SLO 2016 May 1, 20216 yes 2 $ 3,781.00 $ 7,500.00 $ 4,000.00 toward media plan 25 Wilshire Hospice Emily Jagger ejagger@wilshirehcs.org
Dia de los Muertos in Mission Plaza November 1, 2015 yes 0 na $ 8,807.00 $ 3,000.00 use toward local media advertising
$ 172,871 $ 95,000 Budgeted Amount $ 95,000
Tourism Business Improvement District
Meeting Minutes
Wednesday, April 8, 2015
10 am
City Hall
CALL TO ORDER: Chair Nipool Patel
PRESENT: Patel, Pearce, Wilkins, Walker, Hutton, Phipps
STAFF PRESENT: Molly Cano
Call to Order at 10:01 am
PUBLIC COMMENT
Gamaliel Anguiano, City’s Transit Manager, introduced himself and shared a brief statement about the
vision for the use of the trolley and other transportation modes within the City by visitors. He requested
the opportunity to present to the TBID Board a more detailed presentation at a later date at the direction
of the Board. The Board directed staff to agendize the topic within a future agenda as schedules allow.
Chuck Davidson, Visit SLO County, informed the Board of the process delay based on a noticing error by
the County. Due to this error a new public hearing has been scheduled for April 21st with the Board of
Supervisors. The final public hearing is expected to be scheduled on June 10th but information would be
shared once the dates were definite.
APPOINTMENTS
Kevin Phipps and Clint Pearce, appointed by the City Council on March 17, 2015, took the oath of office
to serve on the TBID Board.
CONSENT AGENDA
ACTION: Moved by Hutton/Pearce to approve the consent agenda.
Motion carried 6:0
PRESENTATIONS
1. MARKETING AGENCY MONTHLY UPDATE
BCA & Studio Good staff summarized recent promotional activity during the previous quarter. Updates
included mobile and desktop campaigns on sunset.com, bay area news group, LAtimes.com, google
display, trip advisor and weekend Sherpa as well as social media on facebook & twitter. The RaceSLO
arch was a major design focus as well as beginning the new digital asset production. SG noted recent
#ShareSLO blog updates and highlighted web traffic increase across all stats. BCA Staff noted that the
2015-2016 marketing plan is under development with the marketing committee and working on
promotions for events throughout the next quarter.
2. SLO CHAMBER OF COMMERCE QUARTERLY UPDATE
Pam Roberts from the SLO Chamber presented the report to the Board. Roberts noted the most popular
item in the Visitor Center is the tear off map which we produce and contract with the PCC. These maps
were also distributed throughout the quarter to all hotel properties. A new feature of the Visitor Center is
selling local made products so visitors can take a little memento home with them. Roberts highlighted that
per the contract, the customer service and phone line is intended to support the TBID digital and print
advertising. This quarter, 547 calls were received on the SLO Town number. They also highlighted that
two weekends in February wee sell-out weekends for the hotels in SLO.
DRAFT
Tourism Board Improvement District Minutes Page 2
BUSINESS ITEMS
1. ADDITIONAL SAVOR BAG ORDER
The Board discussed the amount of SAVOR bags and the cost associated with the bags. Staff
presented the Board with information on ordering additional SAVOR bag for TBID specific use
and promotions. Staff recommended ordering 5000 bags based on the figure to use around 3500
for tradeshows, 500 for FAM, media, and conference attendees in market, and having around
1000 to use for other promotional opportunities throughout the year. Based on the cost of $1.45
plus tax and freight the expense was estimated around 8000.
ACTION: Moved by Pearce/Hutton to approve the order of 5000 extra SAVOR bags for the
TBID’s promotional use.
Motion carried 5:0
(Walker was absent during the vote)
The Board directed staff to apply the estimated cost figure to the 2015-16 budget since payment
for the bags would due in August.
2. ANNUAL PARTNERSHIP & FUNDING REQUESTS
The Board received presentations on the annual partnership requests for 2015-16. The
partnership requests were presented by:
• SLO Wine Country Association- The full partnership request was for $30,000 for 2015-16.
The breakdown of the costs included: $12,000 for annual membership for all TBID
members, $3000 for PR/Media hosting, $7000 for targeted tradeshow & media funding,
$8000 for web & social media advertising.
• San Luis Obispo Chamber-of Commerce - the Chamber presented 2 proposals for the
TBID’s consideration including the continuation of the TBID-Specific Telephone
Fulfillment & Availability Assistance program and the addition of the PR services and
media monitoring tool. The summary of the proposals was $31,000 for phone &
availability program and about $88,000 ($80,000 for PR & $8000 monitoring service) for
the complete the PR & media monitoring service. Within the proposal it was propsed for
the TBID and PCC to share the PR contract expense equally at around $44,000 total
each.
After receiving the proposals the Board briefly discussed them. They noted the value of
continued partnership with both organizations. Specially they discussed the addition of the
PR contract to the TBID’s marketing mix and supported that direction. They directed the
Management committee to review the proposal in depth and make recommendations back to
the Board in May for the contracts and based on the budget allocations for 2015-16.
3. 2015-17 BUDGET DISCUSSION
The Board discussed the general allocations for the 2015-16 budget for direction to the
Management Committee. The marketing committee proposed the recommendation for $70,000 to
be allocated for the redesign of the website. Hutton and Walker also discuss the consideration of
exploring the concept of a Big Idea fund to position the TBID to support the changing environment
of city and business community in SLO. Hutton also discussed with the Board the consideration
to pursue looking into staff support for the tourism manager.
4. FINAL REVIEW OF COMMITTEE BYLAWS
The Board reviewed amendments discussed during the March meeting to the bylaws for the
Tourism Business Improvement District for approval to be submitted to the City Council.
ACTION: Moved by Pearce/Walker to approved the bylaws as presented.
Motion carried 6:0
Tourism Board Improvement District Minutes Page 3
5. TMD BOARD DESIGNATION
The Management Committee presented the recommended approach for the selection of the SLO
TBID representative to the TMD Board. The Board held the self-nomination period.
Commissioners Phipps and Hutton nominated themselves. The Board discussed that while SLO
was to hold only one designated, the other interested member would be encouraged to apply for
one of the member at large seats. The Board discussed the importance of keeping continuity on
the TMD Board from the transition committee.
ACTION: Moved by Wilkins/Walker to appoint Kevin Phipps to the TMD Board and recommend
Dean Hutton to apply for a member at large seat.
Motion carried 6:0
6. HELIUM UPDATES
The Management Committee presented an update on the next Helium deliverable. The Board
discussed the list of reports, room and properties amenities for filtering, property information
outreach, and deadlines. New reports included: geographical reports, booking snapshot reports,
and day of the week booking report. The Management Committee also discussed that a fee might
be required by most PMS systems to allow Helium to connect.
7. 2015-16 EVENT PROMOTION APPLICATION
The Marketing Committee presented the proposed updates to the 2015-16 Event Promotion
program application and process.
ACTION: Moved by Pearce/Hutton to approve the letter as presented.
Motion carried 6:0
8. CCTC PRESENTATION TO VISIT CALIFORNIA
Staff presented the opportunity for the Board’s consideration to approve the participation and
funding for the Tourism Manager’s involvement in the Central Coast Tourism Council (CCTC)
presentation to Visit California staff in Sacramento on May 14, 2015.
ACTION: Moved by Pearce/Wilkins to approve the Tourism Manager’s participation in the Visit
California presentation with CCTC and allocate up to $1000 for expenses.
Motion carried 6:0
COMMITTEE COMMUNICATION
HOTELIER UPDATE
None.
MANAGEMENT COMMITTEE UPDATE
Minutes were included.
MARKETING COMMITTEE UPDATE
Minutes were included.
PCC UPDATE
Minutes were included.
TOURISM PROGRAM UPDATE
No tourism update reported due to meeting length.
Meeting adjourned at 12:07 pm