HomeMy WebLinkAbout07-08-2015 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
PCC Agenda
Wednesday, July 8, 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.
APPOINTMENT - OATH OF OFFICE
Tish Loosley, appointed by the City Council on June 16, 2015, will take the oath of office to serve on
the PCC.
CONSENT ITEMS
C.1 Minutes of the Meeting on June 10, 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. CHAMBER YEAR-END REPORT 20 mins
Representatives from the SLO Chamber will present the 2014-15 year-end report for the
contracted services for the PCC.
BUSINESS ITEMS
1. 2015-16 EVENT PROMOTION FUNDING RECOMMENDATIONS 20 mins
The Events Subcommittee will present the funding recommendations for the 2015-16 Events
Promotion sponsorship program.
2. SLO HAPPENINGS PROMOTIONAL PLAN AUDIT RESULTS 25 mins
FreshBuzz Media will present the initial results of the program audit and lead the committee
through a discussion for the development direction for the 2015-16 SLO Happenings
Promotional Plan.
3. SLO HAPPENINGS TECHNOLOGY APPROVAL 10 mins
The Committee will receive a presentation from GFL on the completed contracted technology
enhancements for the SLO Happenings app for final approval.
4. 2015-16 CONTRACTOR WORK SCOPES 10 mins
The Committee will review the 2015-16 contractor work scopes for approval.
5. GIA LIAISON ASSIGNMENTS 5 mins
The Committee will review the 2015-16 GIA recipient list and assign committee liaisons.
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 June 10, 2015
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on July 2, 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, June10, 2015
5:30 pm at City Hall
CALL TO ORDER: Chair Sasha Palazzo
PRESENT: Pearce, Palazzo, Roberson, Lewis, Levi
STAFF PRESENT: Molly Cano, Tourism Manager; Lee Johnson, Economic Development Manager
Meeting to order at 5:31 pm
PUBLIC COMMENT
None.
CONSENT AGENDA
ACTION: Moved by Levi/Roberson to approve the consent agenda.
Motion carried 5:0
PRESENTATIONS
1. SLO HAPPENINGS REPORT
Christiana Newcomb from Verdin presented the results of the 6 month campaign extension for the SLO
Happenings app promotions. The tasks for the contract included: 1. Continued content management of the
app, including searching for and adding events; 2. Ran Facebook ads with refreshed artwork directing
people to download the app; 3. Continued content curation, posting, and monitoring of the SLO
Happenings Facebook page; 4. Worked with GFL to ensure the app programming was maintained and
any glitches were resolved; 5. Continued monthly reporting to the PCC. As a result based on the outlined
metrics the app had 1,375 total download, over 10,000 sessions and 9,000 page views. There were also
over 400 events listed in the app. Verdin presented the facebook media results including: nearly 154,000
impressions for the facebook page, over 330,000 impressions for the splash page, and the new component
of video ads which only ran for about 1 week but produced nearly 4,000 impressions, 900 views, and 863
actions. The video ads are performing very well. The facebook page was posted to 5-6 times per week,
and likes increased by 14% over the span of the contract. Twitter had
BUSINESS ITEMS
1. SLO HAPPENINGS TECHNOLOGY UPDATE
Promotional Coordinating Committee Minutes
Page 2
GFL presented a status update to the Board on the development of the SLO Happenings app
technology. They should the draft dashboard of the events entry form and the administrative side of
the events database.
2. SLO HAPPENINGS PROMOTIONAL PLAN PROPOSALS
The committee reviewed the results of the proposal rating and discussed the selection of the
promotional plan contractor. Each of the three prospers: Create, Fresh Buzz, and S. Lomabrdi was
available for questions and answers about the proposal. As it related to the FreshBuzz proposal, the
proposers commented that new social channels might need to be added after the review with the
committee. The committee asked if the additional consideration for marketing were included in
budget and Judith of FreshBuzz said they were all to be considered for use within the budget and
additional opportunities is more budget became available. After through discussion and the review of
the rating results, the committee felt that FreshBuzz offered the most relevant response and
opportunity for promotion of the app.
ACTION: Moved by Roberson/Lewis to select FreshBuzz Media for the SLO Happening
promotional plan and services for 2015-16 based on the proposal received for the work.
Motion carried 5:0
3. DOWNTOWN ORIENTATION MAPS SIGNAGE COMMITTEE
The PCC discussed participation from two commissioners in the Downtown Orientation Maps project
input meetings with the City Engineer for the next piece of the wayfinding sign project.
Commissioners Levi and Lewis volunteered to participate in the committee.
COMMITTEE COMMUNICATION
GIA Report:
None.
TBID Report:
Pearce reported on the TBID updates.
Tourism Program Update:
Molly Cano presented the Tourism Program update:
- The Countywide TMD was passed by the Board of Supervisors. The collection for the new
district will begin on July 1.
- Visit CA Third Thursday Recap
Molly Cano represented the Central Coast at the Visit California Offices for the Third Thursday
Presentation on May 14, 2015 with partners from the Central Coast Tourism Council. Over 30
Visit California staff attended the presentation and luncheon to learn about the Central Coast
including San Luis Obispo. The response from the presentation was outstanding. Staff has been
following up with requests from the Visit California staff since the presentation.
- Interviews for the Board seats
o Held on in May
o New PCC member would be appointed by Council on June 16
o In July the new committee member would be sworn in to the Board.
- Event Promotion
o 9 event applications were submitted
Subcommittee is finalizing review for recommendations in July
o Festival Moziac
Promotional Coordinating Committee Minutes
Page 3
10% off tickets for booking stay in SLO still available
o SAVOR – special offer for SLO hotels $100 pass through June & July
Key Dates:
o July 7 – Community Promotions program to the City Council including GIA
recommendations
Meeting adjourned at 6:37 pm
Community Promotions Budget 2014-15
Budget 2014-15 Amount
Budget 388,200$
2013-14 Carryover 3,000$
Returned Funds (GIA)4,109$
Difference In Budget Actual 3,557$
Total Budget 398,866$
Expenditure Last Updated 7/2/2015
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 55,666$ 57,150$ (1,484)$ City Administration ($48k was budget + $4109 from returned funds)
2015 SLO Happenings Program 32,000$ 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$ 2,899$ 2,101$ City Administration
Administration 26,200$
Total 398,866$ 359,549$ -$ 1,617$
Remaining Balance 1,616.93$
*2013-14 carryover
Report to City of SLO – PCC
Public Relations Contract
June 2015
Media Releases:
Small Town Shows Big Pride – Wrote and distributed release to California lifestyle
contacts highlighting SLO Pride celebrations.
Savor in SLO – Wrote and distributed release to food and wine contacts touting the
Exclusive $100 Sunset SAVOR the Central Coast weekend pass.
Media/Community Relations:
1. Worked with Visit San Luis Obispo County to host Journalists from the Beijing
bureaus of GQ, Trading UP, Esquire, National Geographic Traveler and
Traveler Weekly.
2. Worked with Emma Kissle of VacationIdea - Dream Vacation Magazine to
feature San Luis Obispo in their 23 Best Romantic Weekend Destinations on
the West Coast article.
3. Distributed GIA recipient materials to hotels and hospitality partners.
4. Provided photos to Kristin Conard for her piece on San Luis Obispo in
Adventure Sports Journal.
5. Pitched Scout Coffee to Beekman 1802 for their article on people who have
recently left a big U.S. city to open a business in a small town.
6. Coordinated food-focused press trip for Bryan Roof, Executive Food Editor at
Cook's Country Magazine and America's Test Kitchen, this July.
7. Worked with TripAdvisor’s Ashlee Centrella to feature SLO as a Pet friendly
destination.
8. Pitched SLO as the perfect wine region that also offers Family friendly
activities to Amiee Beazley with DuJour.com.
9. Pitched Bubblegum Alley and Madonna Inn to Carri Wilbanks of USA Today
for her piece on Quirky Roadside Attractions.
10. Provided photos and information to Lauren Wiliams and Paul Bersebach at
the OC Register for her upcoming article on San Luis Obispo.
11. Coordinated press trip for Monica Kapila, Blogger with doindubai.com,
correspondent for Travel Arabia magazine and Dubai's English talk radio
show The Ticket.
12. Provided photos to KSBY for their coverage of SLO Pride Week events.
13. Created and distributed July SLO Happenings event sheet to hospitality
partners.
14. Continued to work with the City and Barnett Cox & Associates and
StudioGood on overall tourism marketing campaign.
Media Relations/Placement
1. Traveling to SLO then rushing back to SF
Ahead of the SLO destination section, SF Chronicle writer tastes his way
through San Luis Obispo.
Blog Unique Views: 67,761
Circulation/Audience: 211,779
http://insidescoopsf.sfgate.com/blog/2015/06/26/traveling-to-slo-then-rushing-
back-to-sf/#photo-656559
2. 50 States, 50 Trips: America’s greatest Hits
Travel+Leisure Calls out the Madonna Inn and Hearst Castle along the Highway
1 road trip in California.
Circulation/Audience: 973,834
http://www.cntraveler.com/galleries/2015-06-27/things-to-do-in-america-all-50-us-
states/5
3. The 5 Best Coastal Drives In The World
Conde Nast Traveler and Huffington Post recommend travelers along their #2
pick, CA Hwy 1, stop in “San Luis Obispo, ‘America's happiest city.’"
Unique Views: 47,669,118
http://www.huffingtonpost.com/conde-nast-traveler/the-5-best-coastal-
drives_b_7520320.html?utm_hp_ref=travel&ir=Travel
4. The USA's best rail journeys
MSN names the Coast Starlight: LA - San Luis Obispo - Emeryville one of the
best train trips in the US.
Unique Views: 154,811,271
http://www.msn.com/en-us/travel/tripideas/the-usas-best-rail-journeys/ar-
BBkmEli#page=4
5. Tips for the Ultimate Road Trip
Atlas Travel Blog names the drive from San Luis Obispo to Monterey among
the most popular U.S. road trips.
Unique Views: 3,977,245
http://blog.atlastravelweb.com/us-travel/road-trip-guide/
6. America’s Happiest Town: Wining and Dining In San Luis Obispo
Lifestyle and travel blog Plum Deluxe reviews San Luis Obispo focusing on
wineries and restaurants.
Unique Views: 72,163
http://www.plumdeluxe.com/weekend-getaway-in-san-luis-obispo
7. Cambria's Turnbow takes one-woman show to SLO Little Theatre
Tribune reviews GIA recipient, SLO Little Theatre’s, production of Between Iraq
and a Hard Place.
Unique Views: 558,745
http://www.sanluisobispo.com/2015/06/03/3662998_cambria-turnbow-iraq-little-
theatre.html?rh=1
8. Destination: San Luis Obispo
Kristen Conard, who we hosted earlier this year, raves “no matter what level
you’re at in just about any outdoor adventure, you can find a way to challenge
and indulge yourself in and around SLO,” in her Adventure Sports Journal
article.
Circulation: 42,000
http://adventuresportsjournal.com/destination-san-luis-obispo/
9. Hearst Country Pristine beaches, fine wine and a castle, too
California Weekend Getaways revamps and promotes an earlier article calling
San Luis Obispo “an appealing destination city.”
http://californiaweekend.com/california-vacation/hearst-castle.php
Grants- in-Aid Marketing Support June 2015 Report
Organization Event VC PR SM EC EL MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X 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 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
June 2015
Highlights from June in the Visitor Center:
Sold Happy Town t-shirts
Sold adventure passes
Sold SLO city bus passes
SLO events promoted through Visitor Center:
San Luis Obispo Museum of Art Youth Art Class
SLO Regional Transit’s Summer Youth Ride Free
Cuesta College Art Gallery Exhibition
Cuesta College Fine Arts-Division
SLO Children Museum Art Activity
SLO Youth Baseball Camp
SLO Children Museum Art Activity
SLO Brew Presents Third World
SLO Blues Baseball
SLO Children Museum Art Activity
Circus Vargas
Apple Farm Backyard Winemaker Dinner
SLO Blues Baseball
SLO Brew Presents The English Beat
Big Brothers Big Sisters Big Event
7 Sisters Quilt Show
SLO Children Museum Art Activity
SLO Blues Baseball North County Youth Camp
SLO Blues Baseball
Concerts in the Plaza
Monthly Visitor Center Interactions:
June 2015 May 2015 June2014
Visitors in center: 8157 6986 6549
Phone calls: 603 468 483
Emails: 231 180 139
Calendar of Events: 369
Events in the June calendar: 465
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$ **70.4 73.5 4.4 137.58$ 128.56$ 7 101.05$ 90.45$ 11.7
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$ 70.08 120.27$
**May totals were not available as of 7/2/15.
Occupancy ADR RevPAR
Figures from Smith Travel Research report
#Event(s)Organization Event Dates
2015-16
Request
TBID
Recommendati
PCC
Recommendati
Recommended
Support Subcommittee Funding Notes
1 EROICA California,A benefit for Hospice of SLO County Eroica USA Ride & Festival Inc. and Hospice of SLO County April 8-10, 2016 $ 18,000 $ 18,000.00 $ - $ 18,000.00
TBID to cover full funding as presented due to the largest benefit for the hotel/ out of area guests. TBID may want to consider additional $$$ toward bags or collateral 2 Festival Mozaic WinterMezzo Chamber Music Series Mozart Festival Association dba Festival Mozaic November 5-7, 2015February 25-27, 2016 $ 7,250 $ 2,250.00 $ 4,985.00 $ 7,235.00 TBID to cover: program & notes expenses and email. PCC to cover ad budget.
3 Holiday Train Celebration / Elf Express and SLO Train Day San Luis Obispo Railroad Museum December 5-6, 12-13, 19-20and May 14, 2016 $ 10,000 $ 4,000.00 $ 3,500.00 $ 7,500.00 TBID see high rankings in SEO for train references. TBID to cover direct mail pieces. PCC to cover ad budgets for Steel Wheels and Westways.
4 Mud Mash All Out Events January 15-16, 2016 $ 20,000 $ - $ - $ - Date occurs on a peak holiday weekend (MLK), don’t see the opportunity for guests traveling for this purpose
5 San Luis Obispo International Film Festival San Luis Obispo International Film Festival March 15-20, 2016 (dates to be confirmed mid-May) $ 30,000 $ 20,000.00 $ 10,000.00 $ 30,000.00 Full funding recommended for event. TBID/PCC interested in the new media component and the return of the event core focus to SLO City locations.
6 San Luis Obispo Marathon, Half Marathon,5K + Family Fitness Get Off The Couch Potato Sports Productions, LLC April 29 - May 1, 2016 $ 50,000 $ 25,000.00 $ 5,000.00 $ 30,000.00
Reduction in funding amount do to the sustainable funding model practice. TBID has also invested $5000 in 2015-16 for the RaceSLO arch. Would like to see enhanced community support and buy-in/ entertainment
7 SLO Concours Hospice of SLO County June 3-5, 2016 $ 15,000 $ 6,000.00 $ 2,500.00 $ 8,500.00 Reduction in funding amount due to the sustainable funding model practice. Tracking out participants- gates sales included.
8 SLO Jazz Festival SLO Jazz Festival, Inc.May 13-14, 2015 $ 50,000 $ 13,000.00 $ 9,000.00 $ 22,000.00
SLO TBID/City would like to invest in the event again based on potential. The funding direction is to hold off on the open night event and focus on full developing one day event with max capacity and large amount of out of area guests. All funding must be used toward advertising expenses and at min 75% (16,500) on out of area. must be able to track expenses and out of area participants.
9 SLO Wine ROTB SLO Wine June 2-5, 2016 $ 18,000 $ 13,000.00 $ 5,000.00 $ 18,000.00
Event is important to SLO TBID/ City. Date proposed conflicts with SLO Concours weekend. Funding contingent on move date off first weekend in June. Event agreed on June 23-26. $ -
$ 218,250 $ 101,250 $ 39,985 $ 141,235 Recommended Allocation Total $ 195,000 $ 40,000 Budget $ 93,750 $ 15 Remaining Funds
Tourism Business Improvement District
Meeting Minutes
Wednesday, June 10, 2015
10:00 am
City Hall
CALL TO ORDER: Chair Nipool Patel
PRESENT: Patel, Pearce, Wilkins, Walker, Hutton, Phipps
STAFF PRESENT: Molly Cano
Call to Order at 10:00 am
PUBLIC COMMENT
None.
CONSENT AGENDA
ACTION: Moved by Hutton/Phipps to approve the consent agenda.
Motion carried 5:0
PRESENTATIONS
Commissioner Walker arrived.
1. MARKETING AGENCY MONTHLY UPDATE
BCA & Studio Good staff summarized the recent promotional activity during the previous month. Updates
included: development of the 2015-16 marketing plan, planning and participation at the Sunset
Celebration Weekend event, continued work on the new photography and video, Savor promotion and
bag design, and new collateral. Highlights also included: t advertising in Touring & Tasting in July. The
publication will be distributed on newsstands, subscribers and trade through December and is accessible
via web, mobile, and direct distribution. There were updates to the SLO vacations website and the
ShareSLO. Looking ahead the team is preparing for Festival Mozaic in July, SAVOR promotions, and the
website rebuild. During the presentation the Board discussed Helium. They asked staff to coordinate a
presentation with Chad to invite the hotels to attend to have questions answered and walk through the
new system. The goal is to have the system live by the end of the month.
BUSINESS ITEMS
1. PRESENTATION OF THE 2015-16 MARKETING PLAN
The TBID marketing contractors, BCA & Studio Good presented the 2015-16 prosed marketing plan
and budget. The plan included the approach to addressing the TBID strategic imperatives to deliver
smart growth; develop the SLO brand; and to contribute to an unforgettable SLO experience. The
major areas of opportunity included: an integrated and responsive San Luis Obispo Vacations
website; development of unique collateral; production and implementation of new videography &
photography; consideration of new tradeshows; and an integrated PR effort with Chamber. In addition
to the plan the contractors presented the budget allocations including the additional $70,000 for
website redevelopment and the internal and external documentation for the events approach. The
Board was complementary of plan. The marketing committee and the Board commented that the plan
exceeded their expectations and was the most comprehensive plan they have had to date. The Board
also discussed the direction to use any remaining funds within the existing marketing contract for
promotional activities in 2015-16.
DRAFT
Tourism Board Improvement District Minutes Page 2
ACTION: Moved by Phipps/Pearce to approve the 2015-16 marketing plan as presented.
Motion carried 6:0
2. 2015-16 BUDGET AMENDMENTS
Staff presented recommendations for budget amendments and considerations for fiscal year 2014-15
and fiscal year 2015-16 budgets. The summary of the proposed adjustments included:
1. Based on the available funds remaining in the 2014-15 fiscal year current budget, allocate the
additional $8000 for the digital assets project from the current budget as opposed to the 2015-16
budget. The TBID had approved the total project cost of $43,000 during the May meeting but had
spread the cost over two fiscal years in order to be sure the funding was available for the project,
specifically $35,000 from fiscal year 2014-15 and $8,000 from fiscal year 2015-16.
2. Update the line item amount in the fiscal year 2015-16 budget for the additional SAVOR bags
to $8,176 based on the invoice received from Visit SLO County.
3. As has been historically done, authorize the Marketing Agency (BCA/Studio Good) to utilize
any remaining funds from the first year of the marketing contract for use in the second year of the
marketing contract for promotional services and programs. Based on the budget projections, staff
anticipates the remaining funds to be under $15,000.
The Board discussed these recommendations and agreed that they were in line with the program.
ACTION: Moved by Pearce/Wilkins to approve and authorize the budget amendments to the 2014-
15 and 2015-16 budgets and approve the authorization to utilize the remaining marketing contract
funds by the marketing agency for 2015-16 promotional programs.
Motion carried 6:0
3. TRAVEL & ADVENTURE SHOW PARTICIPATION APPROVAL
The Board considered the 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. The
Board asked staff and the marketing agencies to recap the results for the tradeshows during the
current fiscal year. Staff shared results and the support from the Marketing Committee during the
marketing plan development to continue participation at the three tradeshows. Staff also commented
that the expense for participation in these shows was allocated for within the tradeshow budget for
2015-16.
ACTION: Moved by Hutton/Walker to authorize staff to complete the registration and secure the
booth space for the City of San Luis Obispo at the three California based Travel & Adventures shows:
Bay Area, Los Angeles, and San Diego.
Motion carried 6:0
COMMITTEE COMMUNICATION
HOTELIER UPDATE
None.
MANAGEMENT COMMITTEE UPDATE
Minutes were included.
MARKETING COMMITTEE UPDATE
Minutes were included.
PCC UPDATE
Pearce reviewed the minutes with the Board.
Tourism Board Improvement District Minutes Page 3
TOURISM PROGRAM UPDATE
- Visit CA Third Thursday Recap
Molly Cano represented the Central Coast at the Visit California Offices for the Third Thursday
Presentation on May 14, 2015 with partners from the Central Coast Tourism Council. Over 30
Visit California staff attended the presentation and luncheon to learn about the Central Coast
including San Luis Obispo. The response from the presentation was outstanding. Staff has been
following up with requests from the Visit California staff since the presentation.
- Helium Developments
Helium developments are underway. Staff and Studio Good have been working closely to get the
system launched. Properties were asked to reply with a dedicated contact by Wednesday and if
no contact was recommended then Helium team would scrub the sites for existing information.
The revised goal is for the system to launch by the end of June.
- Interviews for the Board seats
o Held on in May
o New TBID members would be appointed by Council on June 16
o In July the new committee member would be sworn in to the Board.
- Event Promotion
o 9 event applications were submitted
Subcommittee is finalizing review for recommendations in July
o Festival Moziac
10% off tickets for booking stay in SLO still available
o SAVOR – special offer for SLO hotels $100 pass through June & July
- SLO Happenings Promotion Plan RFP for the PCC
o 3 qualified proposals for the committee to consider
o PCC to consider the proposals during June meeting and establish a recommendation for
the contractor
Key Dates:
o June 10 at 1:30 pm - County Board of Supervisors hearing for the formation of the TMD
o July 7 – Community Promotions program to the City Council
Meeting adjourned at 11:15 am