HomeMy WebLinkAbout07-08-2015 TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business
Improvement District Board
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.
TBID Board Agenda
Wednesday, July 8, 2015
10:00 A.M.
City Hall- Council Hearing Room
CALL TO ORDER: Vice Chair Clint Pearce
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.
APPOINTMENT - OATH OF OFFICE
LeBren Harris, appointed by the City Council on June 16, 2015, will take the oath of office to serve
on the TBID Board.
CONSENT ITEMS
C.1 Minutes of Regular Meeting on Wednesday, June 10, 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. SLO COUNTY REGIONAL AIRPORT 15 mins
Representatives from the SLO County Regional Airport will present an update to the Board on
airport activities and developments.
2. CHAMBER YEAR-END REPORT 20 mins
Representatives from the SLO Chamber will present the 201 4-15 year-end report for their
contract with the SLO TBID.
3. MARKETING AGENCY YEAR-END REPORT 20 mins
Representatives from BCA + StudioGood will present the 2014-15 year-end report for the
marketing activities for the SLO TBID.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two
minutes of public testimony.
1. 2015-16 EVENT PROMOTION FUNDING RECOMMENDATIONS 20 mins
The Marketing Committee will present the funding recommendations for the 2015-16 Events
Promotion sponsorship program.
2. 2015-16 CONTRACTOR WORK SCOPES 15 mins
The Board will review the 2015-16 contractor and partner work scopes for approval.
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: June 30 , 2015
3. MARKETING COMMITTEE UPDATE –Minutes: June 25, 2015
4. PCC UPDATE –Minutes: June 10, 2015
5. TOURISM PROGRAM UPDATE – Staff Report
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.
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
STR Report June 2015
Week of May 31 - June 6
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 71.3 76.3 135.17 130.09 96.44 99.29 -6.5 3.9 -2.9 -2.9 0.0 -6.5
City of Pismo Beach 70.4 71.3 149.32 144.08 105.08 102.69 -1.3 3.6 2.3 2.3 0.0 -1.3
City of San Luis Obispo 70.7 68.5 126.78 122.76 89.63 84.05 3.3 3.3 6.6 6.6 0.0 3.3
Week of June 7 - 13
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 78.8 83.6 143.74 137.38 113.20 114.82 -5.8 4.6 -1.4 -1.4 0.0 -5.8
City of Pismo Beach 83.6 80.7 174.28 167.90 145.66 135.52 3.5 3.8 7.5 7.5 0.1 3.6
City of San Luis Obispo 81.3 76.8 163.49 156.52 132.84 120.29 5.7 4.5 10.4 10.4 0.0 5.7
Week of June 14 - 20
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 83.0 82.5 137.85 133.20 114.39 109.95 0.5 3.5 4.0 4.0 0.0 0.5
City of Pismo Beach 86.6 85.6 175.73 165.25 152.12 141.40 1.2 6.3 7.6 7.6 0.1 1.2
City of San Luis Obispo 86.6 80.9 146.94 137.04 127.28 110.84 7.1 7.2 14.8 14.8 0.0 7.1
Week of June 21 - 27
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 81.7 80.2 139.51 135.56 114.02 108.68 1.9 2.9 4.9 4.9 0.0 1.9
City of Pismo Beach 90.5 88.7 173.14 160.64 156.74 142.46 2.1 7.8 10.0 10.1 0.1 2.1
City of San Luis Obispo 91.0 86.7 146.93 134.44 133.78 116.52 5.1 9.3 14.8 14.8 0.0 5.1
June
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 78.7 79.9 139.22 134.11 109.56 107.12 -1.5 3.8 2.3 2.3 0.0 -1.5
City of Pismo Beach 82.7 81.2 169.14 159.95 139.94 129.92 1.9 5.7 7.7 7.8 0.1 1.9
City of San Luis Obispo 82.4 77.6 146.79 137.98 120.99 107.08 6.2 6.4 13.0 13.0 0.0 6.2
RevPAR
ADR
Occ %
Occ %
RevPARADR
RevPAR
Running 28 Days - TY vs. LY
Occ %
Occ %
ADR
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
Activity Report, June 2015
Visit San Luis Obispo County
- What’s New -
Tourism Marketing District Approved by Board of Supervisors
Thank you for your support and for everyone who attended that final hearing of the Tourism Marketing
District (TMD). We are honored to have received a unanimous approval of the TMD by all City Councils and
now the County Board of Supervisors. Congratulations to all tourism partners! Years of dedication,
commitment and staying the course to create a unified tourism voice has finally paid off. Your voice was
heard and together we made a difference to move forward with the first ever unified marketing plan for
tourism in San Luis Obispo County. If you missed the hearing, a recap is available in the San Luis Obispo
Tribune: http://bit.ly/1GMRE1H. A full explanation of the TMD can be found on the Members Area of our
website. For questions, feel free to contact us at info@visitsanluisobispocounty.com or at (805) 541-8000.
Reminder: Update Your Online Member Listing
Lodging partners are encouraged to update their Visit San Luis Obispo County listing on
our website. If you need help setting up your member profile, please contact us via email
at info@visitsanluisobispocounty.com or at (805) 541-8000. This is a great opportunity for
all lodging constituents to gain additional exposure for their business.
Marketing Committee Reviews Marketing Agency Presentations
Visit San Luis Obispo County is pleased to introduce its new Marketing Committee: Amanda
Diefenderfer, Ashlee Akers, Brent Haugen, Cheryl Cuming, Christen Goldie, Heather Muran,
Jennifer Porter, Jim Allen, John Sorgenfrei, Judith Bean, Lori Keller, Molly Cano, and Terrie
Banish. The first task of the Marketing Committee was to review the finalists from our
Marketing Agency Request for Proposal (RFP). On June 25, the committee heard pitches from
Riester, Burghardt+Doré, and Catalyst. Visit San Luis Obispo County will be confirming the
selection of its marketing agency at the July 15th Board of Directors meeting.
SkyWest Adding Another Roundtrip Flight Between SLO & LAX
Great news for travelers! SkyWest is adding another roundtrip flight between SLO County Airport and
LAX. This is the second flight added this month! Visit http://bit.ly/1gcWOh1 for more details.
Sunset SAVOR the Central Coast Campaign Underway!
SAVOR is now in full swing as the marketing campaign launched with two special ticket offers. Our May $100
Weekend Pass and our Strings at Sunset BOGO special have put tickets sales closely aligned with trends the
event has seen in previous years in the first two months of the campaign. Fast Forward Events, working
alongside the Visit SLO County team, continues to build out the event framework as Adventure Tours, dinners
and the content for the Main Event continue to come into focus, offering SAVOR attendees many options to
create their four-day weekend in SLO County. Watch for marketing tools and more information coming your
way to share the SAVOR news with your guests. Check out savorcentralcoast.com or follow us on social media.
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured in OpenTable:
“Top 100 Alfresco
Dining Restaurants in
America”
Granada Bistro, San Luis
Obispo (left); and in The
Guardian: “CA’s Paso
Robles Wine Route: Top
10 Guide”
Bianchi Winery,
Paso Robles (right).
Trending
Visit CA Chinese Press FAM Tour: June 25
Visit San Luis Obispo County hosted a Chinese Press FAM on June 25.
Media directors from GQ, Esquire, National Geographic Weekly, Traveler
Weekly, and Trading UP, as well as an official from Hainan Airlines received
a tour of Hearst Castle, followed by a visit to Downtown San Luis Obispo,
where they enjoyed Farmers Market and a tasting at Luis Wine Bar. Guests
stayed at the SeaCrest OceanFront Resort in Pismo Beach.
Visit CA UK Press FAM Tour: June 16
Visit San Luis Obispo County hosted a UK Press FAM on June 16. Media
from Press Association, The Sun, The Daily Mirror, Travel Weekly and
other publications enjoyed dune buggying at the Oceano Dunes, private
wine tasting at the Cottage Inn, and dinner at the Madonna Inn.
VISIT SLO COUNTY
WEB ACTIVITY
TOTAL PAGE VIEWS: 194,081
TOTAL VISITS: 42,305
MOBILE/TABLET VISITS: 22,486
EVENT PAGE VIEWS: 111,863
MOST VISITED EVENT:
CIRCUS VARGAS AT THE MADONNA
INN (1872 VIEWS)
TOTAL BLOG VISITS: 13,437
MOST SHARED BLOG: AVILA BEACH
#4 ON TOP 10 LIST OF BEACHES IN
US BY BETTER HOMES & GARDENS:
HTTP://BIT.LY/1GOGIXM
VISIT SLO COUNTY
FACEBOOK
LIKES: 12,176 NEW: 158
TOT. IMPRESSIONS: 104,567
HIGHEST ENGAGEMENT: AVILA
BEACH #4 ON TOP 10 LIST OF
BEACHES IN US BY BETTER HOMES &
GARDENS (2,673 ENGAGEMENTS)
MOST LIKED: AVILA BEACH #4 ON
TOP 10 LIST OF BEACHES IN US BY
BETTER HOMES & GARDENS (2,042
LIKES)
TWITTER
FOLLOWERS: 5,279 NEW: 119
28.8K IMPRESSIONS
TWEETS: 5,855
PINTEREST
FOLLOWERS: 590 NEW: 9
PINS 773
INSTAGRAM
FOLLOWERS: 1067 NEW: 78
POSTS: 331
VISITOR GUIDE DIST.
WEB DOWNLOADS: 83
GUIDES DISTRIBUTED: 717
TOTAL: 800
MONTHLY E-SPECIAL
SUBSCRIBERS: 28,880
# OF OPENS: 5,198
# OF CLICK-THROUGHS: 723
THIS WEEK IN SLO COUNTY
CIRCULATION: 779
MOST CLICKED LINK:
San Luis Obispo County
Upcoming Events
CalTravel Honors Kylee Jepsen
California Travel Association (CalTravel) recently presented Visit SLO
County’s Sr. Communications Coordinator & Film Commission Liaison, Kylee
Jepsen, with their “30 and Under Award” at its annual California Travel
Summit on June 17-19. They also recognized Firestone Walker Brewing Co.
as their “Brewery of the Year Award” recipient. Congratulations!
Better Homes & Gardens Feature Story Goes Viral
In their July Travel issue, Better Homes & Gardens named Avila Beach on
their list of Top 10 Best Beaches in the US. This article was shared more than
4300 times on our blog, and reached an audience of 36,528 on Facebook!
Media
• CraftBeer.com – America’s Beeriest Beach Towns 2015 http://bit.ly/1dvr5Wb
• Better Homes & Gardens – Ten Best Beaches http://bit.ly/1ItB37I
• LA Times – Surprises Await Up and Down the Coast http://lat.ms/1GNZTcT
• OpenTable – 2015 Top 100 Al Fresco Dining Restaurants in America http://bit.ly/1L3iAiR
• CultureTrip – The 10 Most Beautiful Towns on the West Coast http://bit.ly/1H0hYaX
• The Guardian – California’s Paso Robles Wine Route: Top 10 Guide http://bit.ly/1GfMAS3
• CA’s Adventure Sports Journal – Destination: San Luis Obispo http://bit.ly/1FLKhWI
• LA.Racked.com – 8 SoCal Honeymoon Spots for a Stylish Getaway http://bit.ly/1JAkFn1
Travel Trade
• UK SuperFAM – Paso Robles: September 26-27
SLOTBID AGENCY REPORT July 2015
HAPPENING NOW:
• SAVOR planning
• SAVORSLO100 promotion (e-blasts, social, blogs)
• Festival Mozaic promotion/events
• Central Coast Pride 2015
• Photography/videography project
• Arizona/CP promotion opportunity
• Helium Integration
SANLUISOBISPOVACATIONS.COM UPDATES
• SAVOR page
• Central Coast Pride 2015 page
• Railroad Museum & Festival page
SHARESLO UPDATES
• Daily community management
• New approach to social look/feel
PARTNERSHIP/SPONSORSHIPS
• Cal Poly sponsorship fulfillment underway
• CCTC Blog Posts:
• Visit the Historic San Luis Obispo Railroad
Museum
• See a show, or two, at the Sunset Drive-In
• Concerts in the Plaza back for 20th Year in
SLO
• SAVOR big savings when you book your
stay in SLO
EVENTS
• Sunset Celebration Weekend
LOOKING AHEAD:
• Videography/Photography Project
• Website rebuild – creative brief, content
inventory, wireframes
• SAVOR 2015
METRICS OVERVIEW June 2015
SESSIONS PAGE VIEWS UNIQUE
VISITORS REFERRALS
SanLuisObispoVacations.com 7,999 21,380 7,134
slocity.org
m.sanluisobispovacations.com
centralcoast-tourism.com
ShareSLO.com 822 1,166 708
m.facebook.com
l.facebook.com
sanluisobispovacations.com
GOSLO Mobile Experience 2,318 5,065 2,092
m.facebook.com
slocity.org
search.yahoo.com
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
1,604
27,541
353,771
2,149
268
2,973
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
40
2,942
286
289
INSTAGRAM
New Followers
Total Followers
Total Engagements
#ShareSLO
225
2,217
1,496
1,646
Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 TOTAL
1-877-SLO-TOWN 11 9 10 5 35
Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 TOTAL
Hotels Responded by email 11 14 12 15 52
Phone Calls to Hotels 26 23 25 22 37
Hotel Referral Week 1 Week 2 Week 3 Week 4 TOTAL
Visitors Served (Walk-ins)1835 1766 1991 2565 8157
Hotel Rooms Referred 363 441 348 459 1611
Highlighted Events Promoted through the Visitors Center
TBID / CHAMBER CONTRACTS
June-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
363
441
348
459
0
100
200
300
400
500
Week 1 Week 2 Week 3 Week 4
Chamber of Commerce Fulfillment
Week 1
Week 2
Week 3
Week 4
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, The Great American Melodrama presents La Rue’s Return, or How’s A
Bayou?, SLO Youth Baseball Camp, SLO Children Museum Art Activity, Vina Robles Amphitheatre presents Little Big Town, SLO Brew
Presents Third World, FCPP presents Women’s Wellness Wednesdays, Templeton Concert in the Park, Paso Robles Concert in the Park, SLO
Blues Baseball, SLO Children Museum Art Activity, Circus Vargas, Avila Bay Club Happy Hour, Apple Farm Backyard Winemaker Dinner, SLO
Blues Baseball, SLO Brew Presents The English Beat, Big Brothers Big Sisters Big Event, Castoro Cellars SLO Folks Concert, 7 Sisters Quilt
Show, Saucelito Canyon Winery Rose Release Party, SLO Children Museum Art Activity, Canine Rescue Yappy Hour in the Vives , Atascadero
Wine Festival, Castoro Cellars SLO Folks Concert, Castoro Cellars Presents Laurence Juber, Talley Vineyard Tunes at Talley, SLO, Blues
Baseball North County Youth Camp, Templeton Concert in the Park, Paso Robles Concert in the Park, SLO Blues Baseball, Concerts in the
Plaza, Avila Bay Club Happy Hour.
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
Management Subcommittee
Meeting Minutes
June 30, 2015 – 3:00 pm
PRESENT: Wilkins; Pearce; Patel
STAFF PRESENT: Molly Cano, Tourism Manager; Lee Johnson, Economic Development
Manager
BUSINESS ITEMS
1. Helium Update
The committee discussed the status of the Helium project. Staff explained the communication
from Zeppelin regarding the implementation and development of the stop sell feature which has
further delayed the delivery to mid-August. The committee discussed the requirement to see the
complete system for a full reservation prior to even on the test property before they would
approve the milestone and release payment. Staff will communicate that requirement to
Zeppelin. Staff was also asked to request a status update from Zeppelin on the negotiated rate
structure with Autoclerk for integration with Helium. The committee also discussed the dates for
the scheduled Helium trainings. Staff would finalize the dates, times, and locations for
communication to the properties.
2. Tourism Program Considerations
The committee discussed considerations for the future tourism programs including the long term
support plan & structure and the development of an internship program. Staff distributed a draft
job description for a tourism intern. The committee reviewed and approved the job description
and provided the Tourism Manager the direction to post the position and secure an intern as
soon as possible. The committee also discussed the long term plan for the consideration and
development of a administrative support position for the TBID. The committee directed staff to
research the timeline and process for the development of the position and bring that back to the
committee for next steps. The committee discussed that within the next six months the
committee would like to secure a plan and approach for the consideration of this position. The
committee also discussed reviewing the Tourism Manager’s current job description and external
title for alignment with the industry. Staff was directed to research the titles of other TBID, City
and Destination Management positions and bring those back to the committee with a
recommendation.
3. New Business
• Changes to the consent agenda and reporting for Visit SLO County based on the
approval of the TMD funding model. Visit SLO County report would be with the Liaison
Reports and Communication section of the agenda and would present bi-annual updates
as opposed to quarterly updates.
Tourism Business Improvement District
Marketing Subcommittee
Meeting Minutes
June 25, 2015 – 9:30 am
PRESENT: Walker
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
Due to Commissioner Walker being the sole representative from the Marketing Committee
present at the meeting, key time sensitive items were discussed briefly for the purpose of
moving business forward in a timely manner. All other agenda items were postponed until the
July meeting.
1. Website Rebuild Project
Staff distributed the initial scope of for the website redesign project. StudioGood presented
examples of website features that might be considered for the direction on the website
redesign. These features included and itinerary builder, social integration (Instagram), Q+A
or ask section, map, and calendar of events. They discussed aligning the calendar of event
with the SLO happenings calendar. The marketing team and staff will continue to the
process for the creative brief and bring the updates to the committee in July.
2. SAVOR 2015
Staff and BCA presented the “Art Bar” concept as the initial idea for City of SLO activation at
the main event of SAVOR 2015. The concept would be three line drwn water color designs
would be available for the patrons to paint at the event and take home with them as
mementos. The posters would be design as seen in the Just Looking Gallery in downtown
SLO of notable SLO landmarks like: Bishop Peak, Farmers Market, Octagon Barn, and
Edna Valley.
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