HomeMy WebLinkAbout06-10-2015 TBID Agenda Packet
City of San Luis Obispo, Agenda, Tourism Business
Improvement District Board
TBID Board Agenda
Wednesday, June 10, 2015
10:00 A.M.
City Hall- Council Hearing Room
CALL TO ORDER: Chair Nipool Patel
PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the
agenda. Public comment for each agenda item will be called for separately and is also limited to 2
minutes per speaker.
State law does not allow the board to discuss or take action on issues not on the agenda, except that
members of the board may briefly respond to statements made or questions posed by the person
giving public comment. Staff may be directed by the board to follow-up on such items and/or place
them on the next board agenda.
CONSENT ITEMS
C.1 Minutes of Regular Meeting on Wednesday, May 13, 2015
C.2 Smith Travel Report
C.3 Visit San Luis Obispo County Report
C.4 BCA + StudioGood Marketing Report
C.5 Chamber Visitor Center Report
C.6 TOT Report
PRESENTATIONS
1. MARKETING AGENCY MONTHLY UPDATE 10 mins
Representatives from BCA + StudioGood will present an update to the Board on the marketing
activities during the previous quarter.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two
minutes of public testimony.
1. PRESENTATION OF THE 2015-16 MARKETING PLAN 30 mins
The Marketing Committee and the marketing agency representatives will present the marketing
plan document for fiscal year 2015-16 for the Board’s review and adoption.
2. 2015-16 EVENT PROMOTION FUNDING RECOMMENDATIONS 20 mins
The Events Subcommittee will present the funding recommendations for the 2015-16 Events
Promotion sponsorship program.
3. 2015-16 BUDGET AMENDMENTS 10 mins
Staff will present recommendations for budget amendments for fiscal year 2015-16.
Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public
inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours.
4. TRAVEL & ADVENTURE SHOW PARTICIPATION APPROVAL 10 mins
The Board will consider direction to staff to complete the registration of the booth space for
the Travel & Adventure Show tradeshow series events in Bay Area, Los Angeles, and San
Diego.
TBID LIAISON REPORTS & COMMUNICATION
At this time board members make announcements, report on activities, refer to staff issues for study and
report back to the board at a subsequent meeting.
1. HOTELIER UPDATE – Liaison Reports
2. MANAGEMENT COMMITTEE UPDATE –Minutes: May 26 , 2015
3. MARKETING COMMITTEE UPDATE –Minutes: May 28, 2015
4. PCC UPDATE –Minutes: May 13, 2015
5. TOURISM PROGRAM UPDATE – Staff Report
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on June 5, 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.
Tourism Business Improvement District
Meeting Minutes
Wednesday, May 13, 2015
10:00 am
City Hall
CALL TO ORDER: Chair Nipool Patel
PRESENT: Patel, Pearce, Wilkins, Walker, Hutton
STAFF PRESENT: Molly Cano
Call to Order at 10:03 am
PUBLIC COMMENT
Curt Van Inwegen from Life Elements, Inc introduced the Board to the product called Action Wipes. As a
local company they would like to encourage the TBID to educate hotel guests about the drought, reduce
water overall water consumption and provide a tangible solution that benefits guests, the hotel properties
and the local water supply. He distributed a sample of his product Action Wipes, which is a full body wipe
for when you can’t shower, made with all-natural ingredients, safe for the entire body and designed and
manufactured in California. He is available to meet with any properties that would like to learn more about
his product.
Brittney Carter with Visit California introduced herself to the Board. Brittany is the area liaison to Visit
California and is available to meet with any of the constituents in the area.
CONSENT AGENDA
ACTION: Moved by Hutton/Walker to approve the consent agenda.
Motion carried 5:0
PRESENTATIONS
1. MARKETING AGENCY MONTHLY UPDATE
BCA & Studio Good staff summarized recent promotional activity during the previous month. Updates
included Celebration Weekend planning, new vido & photography project, design of the SAVOR 2015
bag, event prep and representation, designing a new rack card for the SLO TBID, and advertising efforts.
They reported that the online media buys ended in April and so the advertising would be “dark” until the
fall. They anticipate a small reduction in traffic during that time but expect that organic traffic will remain
strong since it is peak travel season. Social media plan does account for paid media through June so
those numbers should be strong.
2. VISIT SLO COUNTY QUARTERLY UPDATE
Kylee Jepsen from the Visit SLO County presented the report to the Board. She announced Chuck
Davison as the new CEO for Visit SLO County. Presented the results of the: Tourism Vision Workshop,
Visit California Media event, recent FAM trips, and PR coverage. She reported on the approach to IPW in
Orlando included the County booth partners and video. Kylee also gave an update on the TMD and
SAVOR planning. She encouraged the Board’s participation in the June 10th Board of Supervisors final
hearing. Notice of the hearing will be distributed in the upcoming weeks.
BUSINESS ITEMS
1. 2015-16 PARTNERSHIP AGREEMENT RECOMMENDATIONS
DRAFT
Tourism Board Improvement District Minutes Page 2
The Management Committee presented the partnership recommendations for 2015-16. The first
partnership recommendation was the SLO Chamber of Commerce. The committee recommended full
funding of proposal for the continued phone/availability s ervice at $31,000. They discussed that the
program has continued growing since its inception 3 years. This year the phone calls to date have
surpassed the total amount received last year. They also felt it was important to maintain a point of
contact for visitors looking for information. In addition, the committee recommended that the TBID support
the partnership with PCC for the public relations services. The committee recommended that the TBID
fully cover the media monitoring service fee of $7950 and the TBID also fund 60% of the service fee at
$48,000.
The committee recommended funding of the partnership proposal with SLO Wine at the amount of
$18,000. The elements of partnership to be funded would be: Membership & Marketing Benefits at
$10,000; PR/Media Hosting as presented but managed by staff and funded at $1000; and targeted Trade
and Media Marketing at $7000. For the Trade and Media Marketing piece, the TBID would have the ability
to weigh in/ approve through marketing committee the selection of the roadshow and regional show
locations.
ACTION: Moved by Hutton/Wilkins to fund the SLO Chamber of Commerce proposal for phone line and
availability tracking service at $31,000, the media monitoring service fee of $7950, and contribute
$48,000 to the public relations services agreement.
Motion carried 4:0:1
Abstention: Pearce
ACTION: Moved by Pearce/Hutton to fund the SLO Wine Country proposal for partnership support at
$18,000 for membership & marketing benefits, PR/media hosting, and targeted trade and media
marketing as recommended by the committee.
Motion carried 5:0
2. SAVOR 2015 BAG DESIGN RECOMMENDATION
BCA present the SAVOR 2015 bag design as recommended by the Marketing Committee. The Board
was pleased with the design and discussed that is was a good departure from the designs in the past.
They were pleased to see the new images used in the design.
ACTION: Moved by Hutton/Wilkins to approve the SAVOR 2015 bag design.
Motion carried 5:0
3. DIGITAL ASSETS EXPANDED PROPOSAL RECOMMENDATION
The Marketing Committee presented the recommendation to expand the digital assets and video project
based on the video elevated concept and work scope. The Board discussed that the expanded proposal
would utilize locally produced music as a feature of the concept. The Marketing Committee shared that
the artist preformed the song during the marketing committee meeting and the videographer showed a
raw cut of the video concept. The Marketing Committee expressed that the direction was captivating and
inspiring.
ACTION: Moved by Walker/Wilkins to approve the expanded digital assets proposal for the production
of video and still photography up to $43,000.
Motion carried 5:0
BCA is to directly contract for the production and will manage the project as the marketing agency on
record for the TBID.
4. 2015-16 BUDGET RECOMMENDATION
The Management Committee presented the 2015-16 budget allocation and partnership recommendations
for the Board’s consideration and approval. The Board discussed each line item within the budget
document. The Board was complimentary to the thoughtful and thorough work done by the committee in
forming the budget recommendations.
Tourism Board Improvement District Minutes Page 3
ACTION: Moved by Pearce/Hutton to approve the proposed 2015-16 fiscal year budget allocations as
presented.
Motion carried 5:0
5. SUNSET CELEBRATION WEEKEND OPPORTUNITY
The Marketing Committee presented the recommendation to participate in Sunset Celebration Weekend
June 6-7, 2015. The committee commented that the booth registration was offered complimentary to the
TBID. Staff commented that the anticipated budget needed for the expenses to participate in the event is
$2000 for travel, lodging, and booth build out expenses. In addition, the Board considered the allocation
of $500 toward the call-to-action of a getaway giveaway as a means of attracting newsletter sign-ups
during the show.
ACTION: Moved by Walker/Pearce to allocate $2500 for participation in Celebration Weekend.
Motion carried 5:0
Staff commented that the BCA marketing team would staff the booth for the duration of the weekend.
COMMITTEE COMMUNICATION
HOTELIER UPDATE
The Board commented that they have been reaching out to properties for the Helium integration outreach.
MANAGEMENT COMMITTEE UPDATE
Minutes were included.
MARKETING COMMITTEE UPDATE
Minutes were included.
PCC UPDATE
Pearce reviewed the minutes with the Board.
TOURISM PROGRAM UPDATE
- CCTC Visit California Third Thursday presentation was taking place on Thursday May 14. Staff
has been organizing the efforts and will be representing the region at the presentation.
- Familiarization Trips:
o Brazil Media FAM
Visit California will host a small press trip with three key Brazilian outlets themed
as ‘The unexpected affordable experiences in CA ’, jumping on the high dollar
news and showing brand pillars attractions.
o Westways Journalist
lesser-known college towns
o Time Out Magazine Opportunity
Visit California and Air New Zealand have a fantastic partnership with Time Out
in the UK which launched this week. We’re giving one lucky winner the chance to
become a correspondent for Time Out and travel to California to experience
some unique Outdoor, Culinary and Entertainment themed activities. The
winner, plus a producer and rep from Air New Zealand (3 people in total) will be
travelling from May 17th till May 23rd, with a jam packed 5 days to create 5x 2
minute videos as well as create a written guide of their experience that will be
published in Time Out magazine.
- Interviews for the Board seats
o 3 Applications were submitted
o Interviews will be held in May
Tourism Board Improvement District Minutes Page 4
o Appointment to the Board in June
- Event Promotion
o 8 event apps submitted
Binder being completed now for distribution to committee members
Subcommittee will review and make the recommendations
o Jazz Festival is this weekend
Trolley Service
o SLO Concours
o Festival Moziac
10% off tickets
o SAVOR – special offer for SLO hotels $100 pass through June & July
- SLO Happenings Promotion Plan RFP
o Open and receiving strong interest
o Closes May 28 at 3pm
Key Dates:
o GIA Hearing May 20 at 5:30
o Scheduling the Event Promotions Q&A meeting next week
Meeting adjourned at 11:34 am
STR Report May 2015
Week of May 3 - 9
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 69.3 72.4 125.97 122.26 87.23 88.53 -4.4 3.0 -1.5 -1.5 0.0 -4.4
City of Pismo Beach 62.3 65.9 140.45 133.69 87.47 88.12 -5.5 5.1 -0.7 -0.7 0.0 -5.5
City of San Luis Obispo 67.1 65.9 123.10 116.25 82.62 76.56 1.9 5.9 7.9 7.9 0.0 1.9
Week of May 10 - 16
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 74.5 75.2 137.18 128.75 102.16 96.87 -1.0 6.5 5.5 5.5 0.0 -1.0
City of Pismo Beach 71.0 73.2 145.94 135.72 103.65 99.35 -3.0 7.5 4.3 4.3 0.0 -3.0
City of San Luis Obispo 71.4 68.5 128.30 119.33 91.59 81.72 4.2 7.5 12.1 12.1 0.0 4.2
Week of May 17 - 23
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 77.5 77.9 144.23 128.65 111.75 100.24 -0.6 12.1 11.5 11.5 0.0 -0.6
City of Pismo Beach 75.6 74.6 153.61 144.41 116.18 107.79 1.3 6.4 7.8 7.8 0.0 1.3
City of San Luis Obispo 79.0 74.4 139.02 127.74 109.78 95.05 6.1 8.8 15.5 15.5 0.0 6.1
Week of May 24 - 30
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 75.4 72.5 147.02 136.50 110.83 98.99 3.9 7.7 12.0 12.0 0.0 3.9
City of Pismo Beach 74.9 72.6 156.13 149.56 116.90 108.55 3.2 4.4 7.7 7.7 0.0 3.2
City of San Luis Obispo 73.8 69.9 135.13 129.58 99.68 90.56 5.5 4.3 10.1 10.1 0.0 5.5
May
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 74.1 73.8 138.90 129.16 102.99 95.28 0.5 7.5 8.1 8.1 0.0 0.5
City of Pismo Beach 71.0 71.3 149.44 141.11 106.06 100.56 -0.4 5.9 5.5 5.5 0.0 -0.4
City of San Luis Obispo 72.8 69.2 131.54 123.62 95.72 85.49 5.2 6.4 12.0 12.0 0.0 5.2
Current Week - TY vs. LY
Occ %
Current Week - TY vs. LY
RevPARADR
Percent Change
RevPAR
ADR
Current Week - TY vs. LY
Current Week - TY vs. LY
ADR
Occ %
Occ %
RevPARADR
RevPAR
Running 28 Days - TY vs. LY
Occ %
Occ %
ADR
RevPAR
aaaaa
Apply for the TMD Board of Directors – June 19
Visit San Luis Obispo County is looking for leaders currently working as part of the management team in the
assessed lodging community to serve on the Board of Directors of the Tourism Marketing District (TMD). It is
anticipated that the TMD will be formed at the final hearing on June 10, 2015. The remaining board seats open
for application include: three (3) at‐large lodging seats, one (1) vacation rental seat, one (1) B&B seat and one
(1) RV Park seat. Those desiring to serve on the board should send their completed Board Application Form, as
well as a letter outlining their lodging business association, qualifications and community and board
involvement, to info@VisitSanLuisObispoCounty.com on or before Friday, June 19, 2015.
Activity Report, May 2015
Visit San Luis Obispo County
- What’s New -
April 2015 vs April 2014 Lodging Statistics
Occ % ADR RevPAR
2015 2014 2015 2014 2015 2014
California 75.4 74.0 147.57 137.12 111.32 101.47
Santa Barbara/Santa Maria, CA 75.7 73.0 169.84 164.32 128.60 119.93
San Luis Obispo/Paso Robles, CA 74.3 73.3 134.27 127.21 99.82 93.26
Monterey/Salinas, CA 72.9 71.6 179.08 170.34 130.60 121.98
Sunset SAVOR the Central Coast Opening Night Tickets On Sale Now!
Tickets are now available for the NEW opening night, Strings at Sunset, to be held at the Vina
Robles Amphitheatre! Strings at Sunset offers you an all‐new multi‐sensory experience, complete
with food and wine tastings and internationally acclaimed performance artists. Ending June 30,
buy one opening night ticket and get the second included. Find out the latest event information at
savorcentralcoast.com, and join the SAVOR conversation on Facebook, Twitter, and Instagram.
Sunset Celebration Weekend: June 6-7
Visit San Luis Obispo County will be showcasing the bounty of San Luis Obispo County at Sunset
Celebration Weekend, happening June 6‐7 at Sunset Headquarters in Menlo Park, CA. Nearly
20,000 visitors will discover why they should join us in September for Sunset SAVOR the Central
Coast! Our booth will feature wine provided by the Paso Robles Wine Country Alliance and the SLO
Wine Country Association, as well as other local vendors.
Visit San Luis Obispo County Heads to Orlando for US Travel Association’s IPW
Visit San Luis Obispo County President & CEO Chuck Davison and other local tourism leaders travelled
to Orlando, Florida for this year’s IPW, happening May 30‐June 3. In three days of intensive pre‐
scheduled business appointments, our delegation of SLO County tourism leaders will meet with more
than 40 international and domestic buyers. Participating partners include: Allegretto Vineyard Resort,
SeaCrest OceanFront Hotel, Travel Paso Robles Alliance, and Hearst Castle. During the event, we will be
pouring wines from Edna Valley Vineyard and Halter Ranch Vineyard.
CalTravel Set to Honor Kylee Jepsen, Firestone Walker Brewing Co. at Summit
California Travel Association (CalTravel) is holding its annual California Travel Summit in Monterey
on June 17‐19, where they will award those who have made a dramatic impact for their respective
area in the past year through innovation, awareness, creativity or stewardship. CalTravel has
selected our very own Senior Communications Coordinator & Film Commission Liaison, Kylee
Jepsen, as a recipient of their “30 and Under Award.” They will also be recognizing Firestone Walker
Brewing Co. as their “Brewery of the Year Award” recipient. Congratulations!
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured in
Sunset:
“Must‐Do Road Trip”
San Luis Obispo (left);
and in LA Times:
“Arroyo Grande’s
Vintage Village is Toast
of Central Coast”
Village of Arroyo
Grande (right).
Trending Public Relations
• Thomas Cook Travel Magazine: June 6
• Visit CA UK Press FAM Tour: June 16
• Visit CA Chinese Press FAM Tour: June 25
Media
• Sunset – Must‐do road trip: California's 101 http://bit.ly/1JkpY8c
• Travel Channel – Pacific Coast Highway America's Most Popular Road Trip For a Reason
http://bit.ly/1E7v15n
• LA Times – Arroyo Grande's vintage village is toast of Central Coast http://lat.ms/1L2sO13
• Paste – San Luis Obispo ‐ California’s Hidden Wine Country http://bit.ly/1PXhqV9
• Thrillist – The 14 Best Small Beach Towns in America http://bit.ly/1RlFyU0
• Examiner.com – California's captivating Central Coast http://exm.nr/1eLzvdw
• CBS San Francisco – 5 Nearby Towns For a Quick Getaway On Memorial Day
http://cbsloc.al/1cLRKy7
• KEYT – SLO County Celebrates National Tourism Week http://bit.ly/1GgUGAn
• KSBY ‐‐ Visitors bring $1.5 billion into SLO County in 2014, officials say http://bit.ly/1Q0tieq
Travel Trade
• US Travel Association’s IPW (Orlando, FL): May 30‐June 3
• California Travel Summit: June 17‐19
• UK SuperFAM – Paso Robles: September 26‐27
Visit SLO County Celebrates
National Travel & Tourism Week
Following our Tourism Vision Workshop, Visit SLO County invited tourism
professionals to our National Travel & Tourism Week Reception at the
SeaVenture Beach Hotel in Pismo Beach, where a beach mural artist
rendered our brand on the sand. The event was covered by local news
outlets, including KCET and KSBY.
Fullerton Railroad Days Features SLO County Visitor Guides
Amtrak featured our new 2015 San Luis Obispo County Visitor Guides at the
Fullerton Railroad Days, which took place at the Fullerton Railroad Station
on May 2‐3. The event drew more than 30,000 attendees, and nearly 450
guides were distributed!
SAVE THE DATE: Countywide Film Permitting Meeting – Madonna Inn, San Luis Obispo: June 24
This meeting is for all film permitting officers in San Luis Obispo County.
VISIT SLO COUNTY
WEB ACTIVITY
TOTAL PAGE VIEWS:
177,259
TOTAL VISITS: 37,667
MOBILE/TABLET VISITS: 19,643
EVENT PAGE VIEWS: 105,150
MOST VISITED EVENT:
ARROYO GRANDE STRAWBERRY
FESTIVAL (971 VIEWS)
TOTAL BLOG VISITS:
9,129
MOST SHARED BLOG: TRAVEL
CHANNEL NAMED HWY 1
“AMERICA’S MOST POPULAR ROAD
TRIP FOR A REASON:
http://bit.ly/1FtSOnr
VISIT SLO COUNTY
FACEBOOK
LIKES: 12,018 NEW: 161
TOT. IMPRESSIONS: 54,464
HIGHEST ENGAGEMENT: MORRO
BAY NAMED ONE OF THRILLIST'S
BEST BEACH TOWNS IN AMERICA
(224 ENGAGEMENTS)
MOST LIKED: GORGEOUS CA
POPPIES & CENTRAL COAST SUNSETS
#FANFRIDAY (166 LIKES)
TWITTER
FOLLOWERS: 5,184 NEW: 124
34.9K IMPRESSIONS
TWEETS: 5,758
PINTEREST
FOLLOWERS: 581 NEW: 7
PINS 772
INSTAGRAM
FOLLOWERS: 989 NEW: 54
POSTS: 309
VISITOR GUIDE DIST.
WEB DOWNLOADS: 76
MAILED REQUESTS: 419
TOTAL: 495
MONTHLY E-SPECIAL
SUBSCRIBERS: 29,049
# OF OPENS: 5,121
# OF CLICK‐THROUGHS: 587
THIS WEEK IN SLO COUNTY
CIRCULATION: 785
MOST CLICKED LINK:
San Luis Obispo County
Upcoming Events
Rate
Calendar
223
Book
Now
513
Reserve
a
Table
58
AcBvity
ReservaBon
85
Event
Ticket
/
ReservaBon
296
RESERVATION
Events
105,150
Profiles
34,996
Blog
9,129
Deals
4,239
PAGE
VIEWS
May
2015
TOTAL
VISITS
37,667
MOBILE/TABLET
VISITS
19,643
(52%)
TOTAL
PAGE
VIEWS
177,259
PROFILE
PAGE
VIEWS
320
636
2,370
1,933
4,456
REFERRALS
PROFILE
REFERRALS
Community
8,739
Dining
2,125
Lodging
3,889
AcLviLes
5,245
Events
43,314
Website
5,808
DirecBons
1000
Email
128
Smart
Phone
339
CONTACT
TOTAL
REFERRALS
10,175
Facebook
240
TwiTer
249
TripAdvisor
126
Yelp
50
SOCIAL
REFERRAL
RATE
27%
Deals
2,320
187
273
All
Other
Profiles
1,076
visitsanluisobispocounty.com
•
800.634.1414
SLOTBID AGENCY REPORT June 2015
HAPPENING NOW:
• 2015-2016 Marketing Plan
• Sunset Celebration Weekend
• New photography/videography
• SAVOR bag production
• New order ShareSLO Sunglasses
• Helium Integration
• SAVOR promotion – digital, social, e-newsletter
• Festival Mozaic promotion – digital, social
• Touring and Tasting advertorial
• SLO rack card
• Savor promotion card
SANLUISOBISPOVACATIONS.COM UPDATES
• Pages updated:
• SLO Jazz Fest
• SLO Concours
• Festival Mozaic
• Beer Tasting
• Helium Integration
SHARESLO UPDATES
• Community Blog Posts
• Sharing SLO at Barrels in the Plaza
• I Love My Mother…Earth
• My SLO Jazz Festival Experience
• Influencers also attended Cal Poly Baseball and
SLO Concours events
• Facebook & Twitter ad buys
PARTNERSHIP/SPONSORSHIPS
• SIXEL gifts sent to attendees
• ShareSLO/SLO Vacations presence at:
• SLO Jazz Festival
• SLO Concours
• CCTC blog posts
• SLO Concours rolls into town
• Annual Jazz Festival to fill plaza with song
and dance
LOOKING AHEAD:
• Festival Mozaic July 16-26
• SAVOR Promotion – website, social, e-blast,
banners, ongoing (through July 31)
• Website rebuild begins July 1
METRICS OVERVIEW May 2015
SESSIONS PAGE VIEWS UNIQUE
VISITORS REFERRALS
SanLuisObispoVacations.com 8,645 21,310 7,704
slocity.org
m.sanluisobispovacations.com
centralcoast-tourism.com
ShareSLO.com 1,003 1,619 890
m.facebook.com
l.facebook.com
facebook.com
GOSLO Mobile Experience 3,511 10,648 3,209
m.facebook.com
slocity.org
l.facebook.com
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
2,245
25,918
455,588
2,561
300
1,813
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
126
2,907
317
366
INSTAGRAM
New Followers
Total Followers
Total Engagements
#ShareSLO
234
1,992
1,301
1,783
Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 Week 5 TOTAL
1-877-SLO-TOWN 5 7 12 13 2 27
Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 Week 5 TOTAL
Hotels Responded by email 5 11 9 9 9 34
Phone Calls to Hotels 29 133 107 101 98 468
Hotel Referral Week 1 Week 2 Week 3 Week 4 Week 5 TOTAL
Visitors Served (Walk-ins)699 1281 1588 1855 1563 6986
Hotel Rooms Referred 138 118 329 174 183 613
Highlighted Events Promoted through the Visitors Center
TBID / CHAMBER CONTRACTS
May-15
Phone line and Hotel Availability Tracker
Phone Number: 1-877-SLO-TOWN or 1-877-756-8696
TUESDAYS - Visitor Center email outreach to all TBID Properties
THURSDAYS - Telephone outreach to all non-responsive properties
138 118
329
174 183
0
50
100
150
200
250
300
350
Week 1 Week 2 Week 3 Week 4 Week 5
Chamber of Commerce Fulfillment
Week 1
Week 2
Week 3
Week 4
Week 5
San Luis Obispo Museum of Art presents Rock Star, SLO Wine Country Roll Out the Barrels, PCPA presents My Fair Lady, Central Coast Longboard Surf Classic,
Bike Month, Art After Dark, Inspired Home Expo of San Luis Obispo, Cal Poly Lion Dance Team Performance, Central Coast Sustainability Festival, Dairy Creek
Golf Course Concert, 805 Beach Classic for Wine, Waves & Beyond, United Way Flavor of SLO, Eureka! Celebrates National Star Wars Day, Great American
Melodrama presents The Saga of Roaring Gulch, Zorro’s Cinco De Mayo Party, Cambria Pines Lodge Mother’s Day Brunch, Atascadero Women in Business
Evening Business Fair, Mission San Miguel presents St Petersburg Men’s Ensemble, Lopez Lake Outdoor Festival, Castoro Cellars SLO Folks Concert, SLO Blues
Society presents Janiva Magness, Vina Robles presents a Mother’s Day Art & Wine Bar, Jack House Garden’s Mother’s Day Concert, SLO Youth Symphony
Season Finale Concert, American Craft Beer Week, Softec Tech Brew, Cal Poly Pier Tour in Avila Beach, SLO Jazz Festival, Cal Poly presents Noir Saxophone
Quartet, Vina Robles Amphitheater presents Tony Bennett, Cal Poly Presents the Choir Spring Concert, Villa San-Juliette’s Sunday Music Series, San Luis
Chamber Orchestra Concert, SLO Little Theatre presents The Music Man, Cal Poly CE Entrepreneurship Forum, SLOCOG Edna Price Canyon Trail Project
Workshop, Cal Poly Arts Presents Boz Scaggs, SLO Blues Baseball Blues and Brews, Farmers Market Public Works Night, Cal Poly Brass Groups to Perform ‘All
That Brass!’, Novo Presents Beleza Nights, Cal Poly Presents the Early Music Ensemble Concert, Arroyo Grande Strawberry Festival, SLO Children’s Museum Art
Activity, Cal Poly Presents the Arab Music Ensemble, Avila Blues Festival with Bonnie Raitt, Paso Art Fest at Hearst Castle, Memorial Day Celebration on the
Pier, Novo’s Wine, Wednesday with Stephen Ross Wines, SLO Library Foundation presents Jane Smiley, Downtown Brown’s Birthday Beach Bash, Cal Poly
presents Whose Live Anyway?, Apple Farm Backyard Winemaker Dinner, Humankind Fair Trade Eco Fashion Show, SLO Greek Festival, Bike Coalition Fashion
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$ 610,894$ 8.2%78 75.4 3.3 133.83$ 124.57$ 7.4 104.34$ 93.98$ 11
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
Tourism Business Improvement District
Management Subcommittee
Meeting Minutes
May 23, 2015 – 3:00 pm
PRESENT: Wilkins; Pearce
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. Helium Update
The committee discussed the status of the Helium project including property information
status. The committee reviewed the staged site to understand the user experience. The
committee discussed ways to get the property information onto the site in order to be able to
go live. The committee asked staff to explore using the monthly TOT notices as a way to
communicate important information to the properties.
Tourism Business Improvement District
Marketing Subcommittee
Meeting Minutes
May 28, 2015 – 9:30 am
PRESENT: Walker; Phipps; Hutton
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. Marketing Plan Review
The BCA and Studio Good presented the draft 2015-16 Marketing Plan for the
committee’s review and input. The overall the committee was satisfied with the plan and
was complementary of the work put in to create the plan. The committee offered minor
additions and suggestions to the plan.
Pragna Patel-Mueller requested the TBID focus dedicated efforts to the limited service
and budget tier properties. It was also requested that the percentage of budget use per
line item be noted within the budget breakout
The final marketing plan will be presented to the full TBID Board for adoption during the
June regular monthly meeting.
Promotional Coordinating Committee
Meeting Minutes
Wednesday, May 13, 2015
5:30 pm at City Hall
CALL TO ORDER: Chair Sasha Palazzo
PRESENT: Pearce, LeMieux, Palazzo, Roberson, Lewis, Levi
STAFF PRESENT: Molly Cano, Tourism Manager
Meeting to order at 5:37 pm
PUBLIC COMMENT
None.
CONSENT AGENDA
ACTION: Moved by Pearce/Roberson to approve the consent agenda.
Motion carried 6:0
PRESENTATIONS
1. GFL TECHNOLOGY UPDATE
GFL presented a status update to the committee on the development of the SLO Happenings app
technology. The update included the report on the progress to the build out of the system and further
conversations with the Chamber regarding the sole source data pull. In addition GFL reported that there
was discussion about sharing of the online form into a sole event data portal that could feed the event
content to various calendar of events.
BUSINESS ITEMS
1. 2015-17 PARTNERSHIP AGREEMENT RECOMMENDATIONS
The committee considered the contract requests for the 2015-17 financial plan. The committee
discussed:
• SLO Chamber of Commerce proposal for GIA support at $28,000 and the production of the
tear-off maps for $8500. Staff reported that the TBID had taken action to share the PR
contract fee with the PCC. The TBID would cover 60% of the contract fees plus the expense
of the media monitoring system. This would leave $32,000 for the contract service fee for the
PCC. The committee also discussed the 2-year agreement for the Visitor Center at $103,000.
DRAFT
Promotional Coordinating Committee Minutes
Page 2
• GFL Systems proposal of on-going technology services. The committee agreed that this was
needed for the success of the app. The committee discussed having the event database
maintenance and event approval included within this contract.
ACTION: Moved by Levi/Roberson to approve contracting with the Chamber of Commerce for
Public Relations at $32,000 for the PCC portion, GIA Support at $28,000, downtown
maps at $8500, and two year agreement for Visitor Center Operations.
Motion carried 4:0:2
Abstention: Pearce, LeMieux
ACTION: Moved by Lewis/Levi to approve contracting with GFL for the technology services for
the SLO happenings app, this would include the event approval piece.
Motion carried 6:0
2. 2015-17 BUDGET PROCESS
The committee discussed and determined the final allocations for the 2015-17 Community
Promotions budget. They discussed the unallocated $12,000 made available through the TBID’s
willingness to cover the majority of the PR agreement.
ACTION: Moved by LeMiuex/Levi to approve the budget allocations with the added classification
of the general contract services line.
Motion carried 6:0
3. GRANTS-IN-AID – PRELIMINARY RECOMMENDATION
The Grants-in-Aid Subcommittee presented the preliminary recommendations to the committee for
review and discussion. The committee reviewed each recommended funding amount and felt like it
was in line with their expectation overall.
4. SPECIAL OLYMPICS HOST TOWN
The committee considered the funding support for the Special Olympics Host Town event in San Luis
Obispo on July 23, 2015. The committee felt like this was a great opportunity for the City. Staff
reviewed the current budget. There was anticipated to be remaining dollars from the PCC budget.
ACTION: Moved by Peace/LeMiuex to allocate up to $10,00 from the reminding 2014-15 budget
for the event productions costs.
Motion carried 6:0
COMMITTEE COMMUNICATION
GIA Report:
None.
TBID Report:
Pearce reported on the TBID updates.
Tourism Program Update:
Molly Cano presented the Tourism Program update:
- CCTC Visit California Third Thursday presentation tomorrow
- FAM
Promotional Coordinating Committee Minutes
Page 3
o Brazil Media FAM
Visit California will host a small press trip with three key Brazilian outlets
themed as ‘The unexpected affordable experiences in CA ’, jumping on the high
dollar news and showing brand pillars attractions.
o Westways Journalist
lesser-known college towns
o Time Out Magazine Opportunity
Visit California and Air New Zealand have a fantastic partnership with Time
Out in the UK which launched this week. We’re giving one lucky winner the
chance to become a correspondent for Time Out and travel to California to
experience some unique Outdoor, Culinary and Entertainment themed activities.
The winner, plus a producer and rep from Air New Zealand (3 people in total)
will be travelling from May 17th till May 23rd, with a jam packed 5 days to
create 5x 2 minute videos as well as create a written guide of their experience
that will be published in Time Out magazine.
- Interviews for the Board seats
o Applications were submitted
o May interview
o June new committee member
- Event Promotion
o 8 event apps submitted
Binder being completed now for distribution to committee members
Subcommittee will review and make the recommendations
o Jazz Festival is this weekend
Trolley Service
o SLO Concours
o Festival Moziac
10% off tickets
o SAVOR – special offer for SLO hotels $100 pass through June & July
- SLO Happenings Promotion Plan RFP
o Open and receiving strong interest
o Closes May 28 at 3pm
Key Dates:
o GIA Hearing May 20 at 5:30
o Scheduling the Event Promotions Q&A meeting next week
Meeting adjourned at 6:54 pm