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HomeMy WebLinkAboutSeptember 9, 2015 PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee PCC Agenda Wednesday, September 9, 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. CONSENT ITEMS C.1 Minutes of the Meeting on August 12, 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 Promotions Report C.7 SLO Happenings Technology Report C.8 TOT Report BUSINESS ITEMS 1. VOCAL ARTS ENSEMBLE FUNDING REQUEST 15 mins The Vocal Arts Ensemble will present a request for funding for the promotion of the "Vocal Arts Goes to the Movies" event in March 2016. 2. SLO HAPPENINGS DESIGN 15 mins Staff will present the final creative designs from FreshBuzz Media for SLO Happenings program based on the Committee’s feedback during the previous meeting. 3. SLO HAPPENINGS COLLATERAL 20 mins FreshBuzz Media will present recommended collateral based on the Committee’s request and estimated project budget for consideration. 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 August 12, 2015 3. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on September 4, 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, August 12, 2015 5:30 pm at City Hall CALL TO ORDER: Vice Chair LeMieux PRESENT: LeMiuex, Levi, Loosley, Pearce, Roberson STAFF PRESENT: Molly Cano, Tourism Manager; Kevin Christian, Recording Secretary Meeting called to order at 5:30 p.m. PUBLIC COMMENT None. CONSENT AGENDA Staff presented the Committee with TOT Comparison values not shown in Item C7 for June 2014-15, as follows: $727,028 with a change of 15.3%. ACTION: Moved by Pearce/Roberson to approve the consent agenda. Motion carried 5:0 PRESENTATIONS 1. SPECIAL OLYMPICS HOST TOWN RECAP Staff provided a brief overview of the athletes’ local experiences; reviewed the outreach made to the community for the event; highlighted the supportive response the event received from the community, emphasizing the following points: • 87 athletes from the United Arab Emirates were hosted. • Food provided was from the only halal certified restaurant between San Francisco and Los Angeles (Shalimar restaurant). • Local media covered the event which was open to the public from 6 p.m. – 8 p.m.; social media outreach reached 13,000. • An individual community member reached out to help by creating gift bags for each of the athletes. • The event was under the $7,900 budget by roughly $2,000. The remaining funds will be returned to the Committee for use on other community events. BUSINESS ITEMS DRAFT Promotional Coordinating Committee Minutes Page 2 1. SLO HAPPENINGS PROMOTIONAL PLAN FreshBuzz Media presented the 2015-16 SLO Happenings Promotional Plan for the Committee’s review and approval. Discussion commenced in regard to the following subjects: • Pros and cons of including an option for the user to hide events. Committee consensus was that using a “Likes/Favorites” option is preferred to hiding events. • Staff clarified the difference between listing events and listing venues. • Conceptual Design - discussion included: design colors, image choices for the main screen, icon changes, and logo design for brand recognition. Staff noted that target users are locals and tourists are secondary users. Committee consensus was that the version 3.0 design is the desired direction. • Splash Page Experience - discussed the layout and content. The Committee directed staff to make fundamental design decisions, work with designers on refining the page, and present it to the Committee at a future meeting. • Graphics and Collateral - discussed the need and use of QR codes and types of print media. There was consensus to change from a postcard style print piece, to a coaster. The Committee requested cost estimates from FreshBuzz to be presented back to the Committee. • Social Channel Design - discussed the desire to consistently brand using SLOHappenings rather than SLOHappy. There was also discussion concerning the challenges of obtaining photos to use in posts. • Social Presence- Consensus to use only Facebook, Twitter, and Instagram at this time. • Discussed possibility of ticket giveaways. No consensus or direction was made. • Content Tactics - Consensus to use the catchy terms presented for days of the weeks. • Discussed the range of social media outlet options and which ones to target with concern for budget constraints. There was consensus to only add Instagram at this point. • Mobile Marketing Plan (both texting and QR codes on print) - there was Committee consensus to not use this tool at this time. • Facebook Targeted Advertising - the Committee gave direction to avoid using the term “all” in context with events due to concerns about unlisted events. Staff noted, Facebook spending in the past has been $500/month and the presentation now is for $300/month. The committee directed the shift of the remaining $650 design budget into advertising. • The Committee gave direction to approach the print product as a separate piece and shift budget remainder in to the Facebook advertising budget. • Upon Committee consensus the agency was given approval to begin designing the ads. ACTION: Moved by Levi/Roberson to adopt the SLO Happenings Promotional Plan with noted changes. Motion carried 5:0 2. REVIEW GRANTS IN AID APPLICATION PROCESS Staff requested input from the Committee concerning common questions on what activities are appropriate for funding. The following items are not appropriate for funding: • Web design and maintenance • Mailing • Printing • Email systems • Video production • Prize give-aways (purchasing own tickets to then give-away) The Committee directed staff to revise questions 14, 15, and 16 on the application for clarity. Promotional Coordinating Committee Minutes Page 3 COMMITTEE COMMUNICATION GIA Report: Staff reviewed the process of approval for funds being released to applicants. (Reporting from prior year must be submitted and approved, and the signed application must be received by the City.) TBID Report: Clint Pearce provided a review of the TBID Minutes of July 8, 2015. Tourism Program Update: Staff provided the following updates on current programs: • Helium is close to launching. Eighteen properties attended the training session with twenty-two participants. • Staff reviewed promotion of SAVOR. • Creative designs for the tourism website rebuild have been forwarded to the TBID marketing SubCommittee • Reviewed Central Coast Tourism partnership (CCTC). Looking at a retreat on Oct. 15-16. Expect between 30 and 50 attendees. • Reviewed Special Olympics Host Town event. Received very positive media coverage. 87 visiting athletes participated. The Committee directed staff to provide a letter of support to the Festival Mozaic. Meeting adjourned at 7:46 pm Community Promotions Budget 2015-16 Budget 2015-16 Amount Budget 396,029$ 2014-15 Released Encumbrances -$ Returned Funds (GIA)-$ Total Budget 396,029$ Expenditure Last Updated 9/3/2015 Expenditure Allocated Expended Available Balance Contractor Grants-in-Aid Funding 95,000$ 90,000$ 5,000$ GIA Recipients Grants-in-Aid Support Contract 28,000$ -$ Chamber of Commerce Event Promotion Funding 40,000$ 37,485$ 2,515$ City Administration SLO Happenings Program - Technology 16,000$ -$ GFL SLO Happenings Program - Promotion 28,300$ -$ FreshBuzz General Contract Services 12,000$ 12,000$ Visitors Center 103,000$ -$ Chamber of Commerce PR Contract 32,000$ -$ Chamber of Commerce Downtown Maps 8,500$ Chamber of Commerce Support Cost 5,000$ 30$ City Administration Administration 28,229$ 28,229$ City Administration Total 396,029$ 19,515$ Remaining Balance Report to City of SLO – TBID and PCC Public Relations Contract August 2015 Media Releases San Luis Obispo fall events Wrote press release regarding upcoming fall events (including GIA events) in San Luis Obispo. Record breaking year for SLO City tourism Wrote press release regarding TOT, press mentions and number of visitors in SLO City in 2014- 15. Media/Community Relations 1. Pitched SLO Music festivals to Visit California for inclusion in their Perfect 10 List: CA Music Festivals distribution. 2. Coordinated trip for Masterchef TV personality, food journalist, restaurant critic and recipe writer Matt Preston who is writing for Delicious Magazine. 3. Curated top blogger/digital influencer list for outreach in the coming year. 4. Pitched several San Lis Obispo Hotels to Anne Kay with examiner.com for her article on boutique hotels on California coast. 5. Began coordinating trip for Yahoo.com travel writer Sid Lipsey. 6. Worked with Taylor Roy of Smart Meeting Magazine on their October article featuring the Central Coast and specifically San Luis Obispo. 7. Worked with Stephanie Struyck, Features Editor with the Antelope Valley Press, to identify San Luis Obispo events to feature in the coming year. 8. Pitched San Luis Obispo as a Cool, Family-Friendly Small City. 9. Attended SLO Wine membership meeting. 10. Worked with GIA recipients to promote fall events. 11. Helped to coordinated trip for Chico Chamber of Commerce as part of concerted efforts to grow mid-week business travel. 12. Continued to work with the city, Barnett Cox & Associates and StudioGood on overall tourism marketing campaign. Report to City of SLO – TBID and PCC Public Relations Contract August 2015 Media Relations/Placement 1. Ask a Local Sunset Magazine article features local suggestions from Sophie Boban-Doering and Ryan Deovlet. Circulation/Audience: 1,262,543 2. Back to School: Four college towns that aren’t just for students Two page, center spread article in Westways Magazine showcases San Luis Obispo’s culinary, outdoor and cultural assets. Circulation/Audience: 4,249,331 Report to City of SLO – TBID and PCC Public Relations Contract August 2015 3. Meet two unique skateboard parks: One is a work of art, the other is... nirvana LA Times article lauds San Luis Obispo Skate Park as “a dream come true for skaters like me who have tired of the white-on-white concrete landscape of most skateboard parks. At first sight, I felt like Dorothy, board in hand, feasting her eyes on a Technicolor Oz.” Unique Views: 25,729,286 http://www.latimes.com/travel/la-tr-d-skateboarding-slo-20150809-story.html 4. San Luis Obispo, a happy parade in California, Sundaycooks Brazilian blogger Ricardo Freire recommends previously hosted journalist Paul Mancha’s article for “Find out what there is to see and why it is worth choosing San Luis Obispo as one of the bases of their road-trip California.” Unique Views: 371,800 http://www.viajenaviagem.com/2015/08/road-trip-california-san-luis-obispo Report to City of SLO – TBID and PCC Public Relations Contract August 2015 5. How To Drive The Pacific Coast Highway Like A Champion Auto writer Patrick George encourages readers to “make sure go to San Luis Obispo and stay a night or two in the 1950s-tacular Madonna Inn and get yourself a huge steak.” in his Pacific Coast Highway post on Jalopink.com. Unique Views: 6,259,263 http://jalopnik.com/how-to-drive-the-pacific-coast-highway-like-a-champion-1709670729 6. On The Road: Oaktown To La La Land Sophia Isabel Lebowitz features San Luis Obispo part of her California road trip on her post for The Odyssey. Unique Visitors Per Month: 101,118 http://theodysseyonline.com/nyu/california-photos-road-trip/131942 Report to City of SLO – TBID and PCC Public Relations Contract August 2015 7. Turn a Campus Visit into a Family Getaway Mimi Slawoff includes San Luis Obispo in her article for Bay Area Parent about top family-fun college towns in California. Circulation/Audience: 45,554 http://www.bayareaparent.com/Article/Turn-a-Campus-Visit-Into-a-Family-Getaway/ 8. The World’s Firs Motel, the Milestone Mo-Tel, Later named Motel Inn, San Luis Obispo Just a Car Guy blog tells the story of the world’s first motel. Unique Visitors Per Month: 71,680 http://justacarguy.blogspot.com/2015/08/the-worlds-1st-motel-motel-inn-san.html Report to City of SLO – TBID and PCC Public Relations Contract August 2015 9. SLO Vocal Arts Ensemble wins award at choral competition in Italy Tribune article highlights GIA recipient Vocal Arts Ensemble. Unique Visitors Per Month: 672,909 http://www.sanluisobispo.com/2015/08/04/3748768/slo-vocal-arts-ensemble-wins- award.html 10. 20 Things You Should Know Before Moving to San Luis Obispo Real estate blog, Estately, says “With fantastic weather and a great quality of life, it’s surprising everyone hasn’t moved to SLO.” http://blog.estately.com/2015/07/20-things-you-should-know-before-moving-to-san-luis- obispo/ Report to City of SLO – TBID and PCC Public Relations Contract August 2015 11. Driving the Ca Coast + Apple Farm Award willing blogger Katie Elizabeth Hawkes blogs about her stay in San Luis Obispo on her site Katilda.com. http://www.katilda.com/2015/08/driving-ca-coast-apple-farm-inn.html 12. Roadtrips in US - Los Angeles to San Francisco Blogger Suravi Shome of The World as I See it chronicles California her road trip, including a stop in San Luis Obispo. http://meanderingshots.blogspot.com/2015/08/roadtrips-in-us-los-angeles-to-san.html Grants- in-Aid Marketing Support August 2015 Report Organization Event VC PR SM EC MTG ST PC Almond Country Quilt Guild Seven Sisters Quilt Show X Cal Poly Corporation: Cal Poly Arts La Guitarra California Festival 2015 X X X Canzona Women's Ensemble Canzona Women's Ensemble Concerts X X Central Coast Arts International SLO Multicultural Music & Dance Showcase X Central Coast Children's Choir Annual Concerts X Civic Ballet 2014 Nutcracker Ballet X Ecologistics, Inc. All-Star Benefit Concert to SLO Down Cancer X Foundation for San Luis Obispo County Public Libraries Library Foundation Literary Salon History Center of San Luis Obispo County SLO Souls: Meet the Eternal Residents of San Luis Obispo X X X Institute for Sustainable Living ReSkilling Expo 2016: Learn Practical Skills for Living JCC - Federation of San Luis Obispo SLO Jewish Film Festival X Opera San Luis Obispo Cavalleria Rusticana & Pagliacci: A City-Wide Arts Collaboration X X Saint Andrew Greek Orthodox Church Evening in Greece X X San Luis Obispo County Arts Council Children's Day in the Plaza with Passport to the Arts X San Luis Obispo Little Theatre 2014-15 Season X X San Luis Obispo Railroad Museum Central Coast Railroad Festival X X San Luis Obispo Soccer Club SLO Summer Classic X San Luis Obispo Symphony New Year's Eve Celebration X X San Luis Obispo Vocal Arts Ensemble 2016 California International Choral Festival X Senior Volunteer Services 7th Annual Giveaway Raffle X X X X SLO Children's Museum Via Dei Colori SLO X X X SLO Downtown Association 40th Annual Holiday Parade X SLO Downtown Association 20th Annual Concerts in the Plaza X X SLO Noor Foundation 50 Shades of Color Fashion Revue + MusicFest X United Way of San Luis Obispo County Flavor of SLO 2016 X Wilshire Hospice Dia de los Muertos in Mission Plaza 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 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. Report to City of SLO – PCC Visitor Services Contract August 2015 Visitor Interaction August 2014 July 2015 August 2015 Walk-ins 6.941 9,093 10,129 Farmers’ Market n/a n/a 2,000 Phone calls 631 619 601 Emails 142 346 420 Visitor Center Highlights  Sold tickets for the Homes of Distinction tour  Delivered tear off maps and GIA material to all 38 TBID Hotels  Sold tickets for the San Luis Obispo Rail Road Museum’s Wine-Rail Excursion  Staffed visitor resource booth at the downtown SLO Farmers’ Market  Enjoyed helping every single visitor that came through our doors Demographic Snapshot International travelers 674 Asia 11% Africa 0% Europe 56% Australia/New Zeeland 4% United Kingdom 12% Canada 7% South America 10% Domestic travelers (outside of CA.) 391 West Coast 17% East Coast 29% South West 16% Mid-West 0% South 19% California travelers 1,442 Northern CA 18% Southern CA 30% Central Coast 45% Central Valley 7% Desert 1% Calendar of Events August 2015 September 2015 Events in calendar 169 106 SLO HAPPENINGS MONTHLY REPORT REPORT DATE: September 9, 2015 REPORT PERIOD: August 1 – 31, 2015 PROGRAM SERVICES & APP RESULTS SUMMARY Services Delivered: Social & Content Marketing, Promotions Strategy and Tactical Plan, Channels development, App, Splash Page and Contest template design.. App Performance: Number of App Sessions 1,802 Number of Active Users: 1,137 Number of App Downloads 544 Number of Page Views within the app 1,857 Splash Page Link Clicks (bit.ly/SLOHappenings): 124 ADVERTISING For August, all advertising was placed on hold while the new Freshbuzz/SLO Happenings promotional strategy and scope was prsented and approved review, comment and approval on August 12th. The ad camopaign and execution commences September 1st as approved with reports forthcoming. SOCIAL CHANNELS In August, we posted upcoming events and local information on the Facebook channel 6 - 7 times per week and while the content acquired likes and shares, the organic growth shows expected attrition. With the ad campaign launching in September, and the hyper- targeting focusing on the contest outreach and new app users, we expect to see a marked jump in growth. In addition, Instagram was launched 8/13 with over 85 new followers attained in the first 2 weeks. Twitter growth continues with a +204 over last month. We continue to adjust the ratio and growth by following active influencers in our community with the early focus on SLO-based users. FACEBOOK July 2015 August 2015 +/- Likes: 20,205 20,175 -30 TWITTER July 2015 August 2015 +/- Tweets: 539 578 +39 Followers: 738 943 +204 Following: 808 1,274 +466 Favorites 40 69 +29 INSTAGRAM Baseline) August 2015 +/- Posts: - 10 +10 Followers: - 85 +85 Following: - 238 +238 GFL Systems SLO HAPPENINGS TECHNOLOGY REPORT September 2015 Events # of events in SLO Happenings, as of 9/3/15 July - 59 August - 44 September - 75 October - 34 Development: • We are monitoring events that are coming in from the Chamber, website and mobile app. We have only had to manually approve a small handful of events. • We are preparing to implement the design changes for the mobile application. • We are implementing requested changes to slohappenings.com • We are will be changing the email communication with people who submit events. • change email address to events@slohappenings.com • replace old email communications used with Verdin and mobile event submission. TOT Comparision 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/- July 565,637$ 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 11.0%87.2 88.2 1.2 143.53$ 159.40$ 11.1 125.19$ 140.66$ 12.4 August 609,452$ 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 85.1 147.17$ 125.17$ September 416,859$ 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 74.5 128.61$ 95.77$ October 416,905$ 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 77.9 130.39$ 101.57$ November 354,737$ 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 67.8 $120.89 $81.95 December 274,871$ 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 57 $110.50 $62.95 January 258,316$ 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 60.6 110.82$ 67.15$ February 292,343$ 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 66.8 $116.20 $77.57 March 289,506$ 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 70.3 121.44$ 85.32$ April 391,891$ 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 78 133.83$ 104.34$ May 393,431$ 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 70.4 137.58$ 101.05$ June 456,098$ 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 82 149.08$ 122.30$ Total/Average 4,720,046$ 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 844,845$ 73.13 88.20 129.17$ 159.40$ 95.86$ 140.66$ Occupancy ADR RevPAR Figures from Smith Travel Research report SLO HAPPENING COASTER GRAPHICS + PRINTING SCOPE OF WORK for August 22, 2015 FreshBuzz Media provides comprehensive creative and marketing strategies and services to enhance a brand’s visibility and experience. Our proven techniques for aligning design, branding, promotions, and marketing provides the touch-points that attract and engage both visitors and clients, deliver value and drive measurable engagement and return on investment. F RESH S TRATEGY . F RESH R ESULTS . F RESH B UZZ . © FreshBuzz www.freshbuzzmedia.com info@freshbuzzmedia.com 805.242.2618 - 2 - SERVICES SCOPE DESIGN: SLO HAPPENINGS PROMOTIONAL COASTER DESIGN: Promotional Coaster to feature the new SLO Happenings branding creative & messaging GRAPHICS: Front and Back (2-sided) SIZE: 4" square PRINTING: SLO HAPPENINGS PROMOTIONAL COASTER SIZE: 4" square PROCESS: 4-color process (4CP-CMYK), full bleed WEIGHT: Suggested: 60 Point = Approx. 1.5 mm (samples are pending in advance of approval) STOCK: Paperboard © FreshBuzz www.freshbuzzmedia.com info@freshbuzzmedia.com 805.242.2618 - 3 - QUOTE GRAPHIC DESIGN / CONCEPTING, LAYOUT & PRINT SET UP SLO HAPPENINGS PROMOTIONAL COASTER $500 - $625 Hours: 4 – 5 Design Rate: $125/hour This proposal includes all concepting, layout, design and development, with up to 2 design reviews and printer setup as required of the design as quoted. Should the scope of the project change after acceptance of terms and pricing, we will provide a detailed scope change to define additional work and associated costs. PRINTING & DELIVERY SLO HAPPENINGS PROMOTIONAL COASTER QUANTITIES: (Only available in 1,000’s) 2,000 -- per piece price is $0.155 = $310.00 (plus tax and shipping) 3,000 - per piece price is $0.155 = $465.00 (plus tax and shipping) Fees for plate and set up costs are waived Shipping lead is approx. 21 days PROJECT TIMELINE Anticipated Timeline Tasks Design  Design Concept delivered after approval on 9/9  Includes up to two (2) design reviews  Completed Design / Files delivered to Printer Note: All timelines to be confirmed upon contract approval and commencement of work. © FreshBuzz www.freshbuzzmedia.com info@freshbuzzmedia.com 805.242.2618 - 4 - SERVICES AND PAYMENT TERMS Service Terms / Info Design One-time deliverables 50% non-refundable deposit due at Agreement signing with balance due at final delivery of design and printing deliverables Terms: Net 30 NEXT STEPS To proceed with this project, please take the following steps:  Accept the quote as is or discuss desired changes. Please note that changes to the scope of the project can be made at any time, but additional charges may apply.  Submit initial payment as per contract. SIGNATURE / ACCEPTANCE: I am in agreement with the fee and scope of work as outlined above. Signature: __________________________ Name: _____________________________ Title: ______________________________ Date: ______________________________ Tourism Business Improvement District Meeting Minutes Wednesday, August 12, 2015 10:00 am Apple Farm CALL TO ORDER: Chair Nipool Patel PRESENT: Pearce, Hutton, Harris, Phipps, Walker, Patel STAFF PRESENT: Molly Cano, Tourism Manager – Kevin Christian, Recording Secretary Call to Order at 10:09 am PUBLIC COMMENT None. CONSENT AGENDA Staff presented the committee with the June 2014-15 TOT Comparison values not shown in Item C6, as follows: $ 727,028 with a change of 15.3%. ACTION: Moved by Pearce/Hutton to approve the consent agenda. Motion carried 6:0 PRESENTATIONS 1. VISIT SLO COUNTY YEAR END REPORT Chuck Davison of Visit SLO County presented the 2014-15 year-end report with the following highlights: • The County Tourism Marketing District was approved June 10th. Reviewed the seated positions for the 15 member 2015-16 Board of Directors. Noted that the Pismo Beach seat is still open and that the Marketing Committee still has four vacant seats. The first marketing meeting was August 11th. Discussed the initial media plan and noted that a presentation should be available for the September TBID meeting. • “Catalyst” was selected as the marketing agency in July (went out for RFP in June). • A $1 million line of credit was secured for the first year to offset timing until funds become available from the new tax. • Reviewed media coverage successes • Represented Visit SLO County at the Visit CA Los Angeles Media reception 4/21/15. • Reviewed June advertising (negotiated a two-page spread advertisement in Sunset for free). • Partnered with PACE Communications to revamp the Visitors Guide (due out on 2/1/2016). • Reviewed Visit SLO County website statistics. Overall site visits increased in triple digits (had gone from approx. 40M visits down to 20M prior to recent changes). • Attended the IPW conference in New Orleans in June. Based on experience there, they plan to increase their booth size for 2016 • Working with communities to streamline film permitting throughout the county. DRAFT Tourism Board Improvement District Minutes Page 2 • Working to get regulation information to the communities concerning drone filming regulations • SAVOR general admission tickets are 27% ahead of projections at this time. 2. SLO WINE COUNTRY YEAR END REPORT Heather Muran presented the 2014-15 year-end report with the following highlights: • Membership benefits include - referring partner, membership mixers, newsletter (with SLOTBID logo), website branding, banner ads, placement in map, hosted travel writers. • 135M unique visitors to web site, 453M page views, 75% were new visitors. • Reviewed upcoming opportunities: Taste the Place Campaign (introduces wine/travel to writers), Quarterly surf report, promotion packages in their newsletter, SLO Wine Trails (mapped itinerary’s for wine tasting), Travel Shows, Cal Poly SOAR. Commissioner Harris questioned if they have considered advertising in “Food and Wine Magazine”. Due to costs, the only way they can do it at this time is by “co-oping” with others. 3. MARKETING AGENCY MONTHLY REPORT BCA & StudioGood presented the monthly report with the following highlights: • Working on website rebuild (metrics are up on all counts, SLO Vacation 35%, Share SLO 44%, Go SLO 34% year over year) • Social Media is up year over year as follows: 13M% new fans, 11M% total reach on Facebook, Twitter 220% increase. • Partnerships/Sponsorships formed (SLO Wine Newsletter, Cal Poly Athletics, CCTC Blogs) • SAVOR artwork and planning – 44 days away • Videography (still in process) • Working on Event worksheets • Continue to do SAVOR promotions in general across social media • Helium is launching soon BUSINESS ITEMS 1. TBID STRATEGIC PLAN REVIEW Staff presened the status update on the strategic plan accomplishments and progress made during the 2014-15 fiscal year toward the TBID Strategic Plan. Staff noted the 12% growth this year in TOT and Reviewed scorecard and how to use. 2. TBID ANNUAL REPORT Staff reviewed the annual report process. The report will be presented to City Council on October 20, 2015. COMMITTEE COMMUNICATION HOTELIER UPDATE None. MANAGEMENT COMMITTEE UPDATE Has not met yet MARKETING COMMITTEE UPDATE Has not met yet Tourism Board Improvement District Minutes Page 3 PCC UPDATE Commissioner Pearce reviewed the minutes with the Board. VISIT SLO COUNTY UPDATE Commissioners Phipps and Pearce are liaisons, along with staff Cano being on the Board. TOURISM PROGRAM UPDATE • Helium is close to launching. Three tiers of integration have been built in to the process: o Referral only o Manually load and manage data by individual properties o Full implementation (integration in to hotel’s current system electronic booking systems) The current delay in implementation is from the “Autoclerk” platform as it is not yet ready to integrate with Helium. Once this is complete a one month soft launch is planned, followed by full live rollout. Eighteen properties attended the training session (22 participants). • Staff reviewed promotion of SAVOR. • Reviewed the process for the website rebuild which is expect to be presented to the committee at the September meeting. • Reviewed Central Coast Tourism partnership (CCTC). Looking at a retreat on Oct. 15-16. Expect between 30 and 50 attendees. • Reviewed Special Olympics Host Town event. Received very positive media coverage. 87 visiting athletes participated. Meeting adjourned at 11:42 pm