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Meeting Minutes
Wednesday, July 8, 2015
10:00 am
City Hall
CALL TO ORDER: Vice Chair Clint Pearce
PRESENT: Pearce, Wilkins, Hutton, Phipps, Harris
STAFF PRESENT: Molly Cano
Call to Order at 10:04 am
PUBLIC COMMENT
None.
APPOINTMENT
City Clerk, Anthony Mejia performed the swearing in of LeBren Harris to the TBID Board.
CONSENT AGENDA
ACTION: Moved by Phipps/Hutton to approve the consent agenda.
Motion carried 4:0
Commissioner Wilkins arrived to the meeting at 10:08 am
PRESENTATIONS
1. SLO COUNTY REGIONAL AIRPORT
Kevin Bumen, San Luis Obispo County Director of Airports presented an update to the Board on airport
activities and developments. Bucmen thanked the Board for their support of the SIXEL conference and
acknowledged the success of the San Luis Obispo closing night dinner event as a highlight of the
conference. Highlights from the presentation included: as of September 1st 2015 the airport will have 10
daily flights (3 – SFO, 4 – LAX, 3 – PHX); as a result of the conference and additional meeting SLO was
able to gain back two of those flights; service development is continuing to be pursued from Denver,
Seattle, Sacramento, Portland, and Salt Lake City; SBP is doing better than most regional airports- 2014
passengers up 11.2% at 302,652 from previous year; New Terminal Design will start of construction in fall
2015. The airport encouraged the Board to consider what new service will mean to them and being
planning for how they will partner in the marketing of the new service when it becomes available.
2. CHAMBER YEAR-END REPORT
Pam Roberts, Vistior Services Director for the SLO Chamber will presented the 2014-15 year-end report
for the contract with the SLO TBID. The contract includes: providing a dedicated customer service for San
Luis Obispo City hotels at the Downtown Visitor Center; a 800-number separate phone line exclusively for
the TBID; perform “hotel availability call arounds” and keep a record of current availability for all SLO City
hotels; educate local hoteliers about the hotel availability program and how they may best utilize it.
Highlights of the year included: 427 phone call to the phone number in the year, over 81,000 visitors were
served in the visitor center and over 4,000 SLO hotel rooms were referred which was up nearly double
from the year prior. New feature is tracking the demographics of the guests coming into the Visitor Center
and where they are coming from. In the first quarter European visitors toped the international visitor
country of origin. Molly Kern presented PR highlights: over 45 outlets were hosted this year and produced
incredible results from the regional, national and international level.
DRAFT
Tourism Board Improvement District Minutes Page 2
3. MARKETING AGENCY YEAR-END REPORT
BCA & Studio Good staff presented the results of the marketing contract during the fiscal year. Highlights
included: rebrand of ShareSLO & SLO TBID brands; site reskin, ShareSLO integration, SEO, site audit
and prep for Helium were all done for SanLuisObispoVacations.com; there was an average of 7200
users, 8500 sessions, and 23,000 pages views per month of the website with a total of 84,000 users and
over 100k sessions; the new look and feel was implemented to all social media including campaigns,
postings, and community management; results on facebook included 17,615 new fans over 3 million in
total reach; Social media ads resulted in over 2.1M impressions and 16K new fans/followers; over 20
events were attended and documented for ShareSLO throughout the year. Ads were placed in and on
17+ outlets both in print and digital spaces with the cumulative totals for display and search for 2014-2015
was: Impressions: 9,985,825; Clicks: 38,210. Email newsletters were sent including special blasts for
SAVOR, Roll out the Barrels, holiday promotion, and the SLO Getaway Giveaways. In total 8 e-
newsletters sent with 31,625 opens. The database increased by net 1,400 addresses to over 17,000 in
the database. The year was very successful overall.
BUSINESS ITEMS
1. 2015-16 EVENT PROMOTION FUNDING RECOMMENDATIONS
The Marketing Committee presented the funding recommendations for the 2015-16 Events Promotion
sponsorship program. The Board discussed each event as presented. The Jazz Festival presented
the additional consideration for the Board to complete the matching support up to the $25,000 and not
dictate the out of area spend for promotion. The Board was supportive of the additional $3000 to the
funding to meet the $25,000 but required that the event be in communication with the Tourism
Manager and marketing committee for how the funds are to be used and the marketing plan.
ACTION: Moved by Hutton/Phipps to sponsor Erocia at $18,000 as recommended by the
committee.
Motion carried 5:0
ACTION: Moved by Phipps/Hutton to sponsor Festival Mozaic WinterMezzo Chamber Music Series
at $2,250 as recommended by the committee.
Motion carried 5:0
ACTION: Moved by Wilkins/Phipps to sponsor the Holiday Train Celebration / Elf Express and SLO
Train Day at $4,000 as recommended by the committee.
Motion carried 5:0
ACTION: Moved by Wilkins/Hutton to not sponsor the Mud Mash as recommended by the
committee.
Motion carried 4:0:1
Abstention: Pearce
ACTION: Moved by Harris/Wilkins to sponsor San Luis Obispo International Film Festival at $20,000
as recommended by the committee.
Motion carried 5:0
ACTION: Moved by Hutton/Phipps to sponsor the SLO Marathon at $25,000 as recommended by
the committee.
Motion carried 4:0:1
Abstention: Pearce
ACTION: Moved by Wilkins/Hutton to sponsor the SLO Concours at $6,000 as recommended by the
committee.
Motion carried 4:0:1
Abstention: Pearce
Tourism Board Improvement District Minutes Page 3
ACTION: Moved by Hutton/Wilkins to sponsor the SLO Jazz Festival at $16,000 and require that the
event is in communication with the Tourism Manager and marketing committee for input of the event’s
marketing plan.
Motion carried 5:0
ACTION: Moved by Phipps/Hutton to sponsor the SLO Wine’s Roll Out the Barrels at $13,000 as
recommended by the committee.
Motion carried 5:0
2. 2015-16 CONTRACTOR WORK SCOPES
The Board reviewed the 2015-16 contractor and partner work scopes for approval.
ACTION: Moved by Wilkins/Hutton to approve the 2015-16 contract workscope for the Chamber of
Commerce for the Telephone Fulfillment & Availability Assistance agreement.
Motion carried 4:0:1
Abstention: Pearce
ACTION: Moved by Wilkins/Phipps to approve the 2015-16 contract workscope for the Chamber of
Commerce for the Public Relations Services agreement.
Motion carried 4:0:1
Abstention: Pearce
ACTION: Moved by Hutton/Wilkins to approve the 2015-16 contract workscope for the SLO Wine
Country partnership agreement.
Motion carried 5:0
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 PROGRAM UPDATE
- July 7 – Community Promotions program to the City Council
o Approved by City Council last night
o GIA funding for events for PCC
- Helium Developments
o August delivery
o Training sessions - July 22nd at 11:00 am – 12:30 ; July 28 at 1:00-2:30 pm
- Event Promotion
o Festival Moziac
10% off tickets
o SAVOR – special offer for SLO hotels $100 pass through June & July
- Website rebuild:
Tourism Board Improvement District Minutes Page 4
o Workscope development with Studio Good
o Project Timeline
o Creative Brief
o Next steps: wireframes at the Marketing Subcommittee on July 23rd
- CCTC Vice Chair – hosting the CCTC retreat in the Spring
- Special Olympics Host Town event on July 23rd
Key Dates:
July 23rd 9:30 – Marketing Committee
July 28th 3:00 – Management Committee
Meeting adjourned at 12:07 pm