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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