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HomeMy WebLinkAboutC1Tourism 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