HomeMy WebLinkAboutAgenda Packet - August 12 2015City 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, August 12, 2015
10:00 A.M.
Apple Farm Restaurant - 2015 Monterey Street
CALL TO ORDER: Chair Nipool Patel
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.
CONSENT ITEMS
C.1 Minutes of Regular Meeting on Wednesday, July 8, 2015
C.2 Smith Travel Report
C.3 Chamber Public Relations Report
C.4 BCA + StudioGood Marketing Report
C.5 Chamber Visitor Center Report
C.6 TOT Report
PRESENTATIONS
1. VISIT SLO COUNTY YEAR END REPORT 20 mins
Representative from the Visit SLO County will present the 2014-15 year-end report for the
contract with the SLO TBID.
2. SLO WINE COUNTRY YEAR END REPORT 20 mins
Representative from the SLO Wine Country will present the 2014-15 year-end report for the
contract with the SLO TBID.
3. MARKETING AGENCY MONTHLY REPORT 15 mins
Representatives from BCA + StudioGood will present the report for the marketing activities over
the previous month 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. TBID STRATEGIC PLAN REVIEW 10 mins
Staff will present a status update on the strategic plan accomplishments and progress made
during the 2014-15 fiscal year toward the TBID Strategic Plan.
2. TBID ANNUAL REPORT 10 mins
The Board will direct staff on development of the TBID’s written annual report to the City
Council on to be presented on October 20, 2015. The Board is encouraged to review the 2013-14
report as an example of the format and information that has been included in the past.
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 –NO MEETING MINUTES
3. MARKETING COMMITTEE UPDATE –Minutes: July 23, 2015
4. PCC UPDATE –Minutes: July 8, 2015
5. VISIT SLO COUNTY UPDATE – Liaison Reports
6. TOURISM PROGRAM UPDATE – Staff Report
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on August 7,
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, 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
STR Report July 2015
Week of June 28 - July 4
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 73.1 74.4 144.20 144.20 105.40 107.25 -1.7 0.0 -1.7 1.3 3.1 1.3
City of Pismo Beach 83.7 83.4 191.70 181.69 160.46 151.51 0.4 5.5 5.9 6.0 0.1 0.4
City of San Luis Obispo 83.2 77.7 152.45 141.89 126.86 110.27 7.1 7.4 15.1 15.1 0.0 7.1
Week of July 5 - 11
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 74.3 78.3 138.69 133.31 103.10 104.44 -5.1 4.0 -1.3 1.8 3.1 -2.1
City of Pismo Beach 84.5 85.6 183.28 170.99 154.92 146.40 -1.3 7.2 5.8 5.9 0.1 -1.2
City of San Luis Obispo 82.2 82.5 147.54 135.95 121.21 112.18 -0.4 8.5 8.1 8.1 0.0 -0.4
Week of July 12 - 18
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 81.1 84.2 143.78 155.12 116.60 130.56 -3.6 -7.3 -10.7 -7.9 3.1 -0.6
City of Pismo Beach 89.6 91.1 186.20 178.91 166.86 163.01 -1.6 4.1 2.4 2.4 0.1 -1.6
City of San Luis Obispo 87.6 89.2 151.31 143.00 132.57 127.53 -1.8 5.8 4.0 4.0 0.0 -1.8
Week of July 19 - 25
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 89.9 89.6 162.71 169.20 146.20 151.62 0.3 -3.8 -3.6 -0.6 3.1 3.4
City of Pismo Beach 93.9 94.4 193.79 181.50 182.06 171.42 -0.5 6.8 6.2 6.3 0.1 -0.5
City of San Luis Obispo 92.9 93.1 159.23 145.23 147.85 135.21 -0.3 9.6 9.3 9.3 0.0 -0.3
Week of July 26 - August 1
Percent Change
2014 2013 2014 2013 2014 2013 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 91.1 85.7 176.83 137.65 161.10 117.90 6.4 28.5 36.6 40.9 3.1 9.7
City of Pismo Beach 95.7 94.6 195.86 179.21 187.35 169.47 1.2 9.3 10.6 10.6 0.1 1.2
City of San Luis Obispo 93.7 91.1 165.84 143.79 155.45 130.93 2.9 15.3 18.7 18.7 0.0 2.9
July
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 84.1 84.4 156.70 149.37 131.79 126.13 -0.4 4.9 4.5 7.7 3.1 2.7
City of Pismo Beach 91.0 91.4 190.17 177.80 172.99 162.58 -0.5 7.0 6.4 6.5 0.1 -0.5
City of San Luis Obispo 89.1 89.0 156.35 142.15 139.29 126.46 0.1 10.0 10.1 10.1 0.0 0.1
Percent Change
RevPAR
ADR
Current Week - TY vs. LY
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Occ %ADR RevPAR
ADR
Current Week - TY vs. LY
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Current Week - TY vs. LY
RevPARADR
RevPAR
ADR
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RevPARADR
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Running 28 Days - TY vs. LY
Occ %
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Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
Media Releases
Savor in SLO
Sent second distribution of release to lifestyle contacts touting the Exclusive $100 Sunset
SAVOR the Central Coast weekend pass.
San Luis Obispo to host International Special Olympics athletes
Wrote and distributed release to California contacts highlighting SLO’s involvement in the
Special Olympics World Games Host Town program.
Closing Night Dinner for the Special Olympics World Games Host Town program
Wrote and distributed media alert to local and regional contacts detailing San Luis Obispo’s
involvement in the Host Town program, specifically the closing night dinner.
Media/Community Relations
1. Pitched original, cool check-in drinks in San Luis Obispo to Gina Hamadey with Wine
Enthusiast for her article on hotel trends.
2. Followed up with journalists from GQ, Trading UP, Esquire, National Geographic
Traveler and Traveler Weekly who were hosted in San Luis Obispo last month. Sent
photos and additional information for upcoming articles.
3. Provided photos to Jamie Reith for her article in USA T oday.
4. Sent information and photos for the CCTC’s online media center. Categories included
itineraries, outdoor adventures, family fun, food & drink, events and lodging.
5. Provided downtown maps to the Cal Poly SOAR program for student and parent use.
6. Worked with Steve Atlas on an article about car free vacations in San Luis Obispo.
7. Pitched San Luis Obispo’s participation in the Special Olympics World Games, the
Host Town Program and Torch Run to the Tribune, KCBX and KSBY.
8. Pitched downtown San Luis Obispo as one of the best U.S. neighborhoods for al fresco
dining to Lydia Schrandt with USA TODAY/10Best.
9. Provided lead ideas to Visit San Luis Obispo County for the Visit California San
Francisco Media Event.
10. Chamber staff and volunteers participated in the Special Olympics World Games Host
Town closing dinner.
11. Coordinated trip for Goleta Valley Chamber of Commerce as part of concerted efforts to
grow mid-week business travel.
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
12. Attended the SLO Railroad Museum open house.
13. Attended the Apple Farm Millhouse Suites reception.
14. Submitted photos of the Mission, nine sisters, open space and hotels for a piece in New
Roads, the Chevrolet consumer magazine.
15. Continued to work with Sunset Magazine on an article for their September issue.
16. Pitched San Luis Obispo as the perfect unique family vacation for this fall and winter.
17. Pitched several San Luis Obispo restaurants to veteran travel blogger/social media
specialist Andrew Hickey for his trip along Highway 1 with his 5-year old son.
18. Continued to work with the city, Barnett Cox & Associates and StudioGood on overall
tourism marketing campaign.
Media Relations/Placement
1. San Luis Obispo, Calif.'s city-to-sea wine trail
USA Today article by Jamie Reith, a writer hosted as part of the SLO Wine Roll Out the
Barrels FAM, calls out San Luis Obispo attractions such as Farmers’ Market, Art Bar and
wine.
Unique Views: 16,679,184
http://experience.usatoday.com/food-and-wine/story/tours-and-trails/wine-tours-and-
trails/2015/07/14/san-luis-obispo-city-coast-wine/30130875/
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
2. Special Section dedicated to San Luis Obispo
San Fransisco Chronical and SFGate.com articles highlight San Luis Obispo
attractions including Farmer’s Market, Fromagerie Sophie, Kelsey Sea Canyon,
Claiborne & Churchill, Madonna Inn’s Oktober Fest, Sextant Wines, Bang the Drum
Brewery, SLO Brew and Tap It Brewing Co.,.
San Francisco Chronicle
Circulation/Audience: 211,779
http://www.sfchronicle.com/travel/centralcoasting/article/10-reasons-to-visit-SLO-County-
6402596.php
http://www.sfchronicle.com/travel/centralcoasting/article/The-best-little-dive-bar-in-San-
Luis-Obispo-County-6402624.php
http://www.sfgate.com/travel/centralcoasting/article/San-Luis-Obispo-County-Which-
beach-town-suits-6402594.php
http://www.sfgate.com/travel/centralcoasting/article/Santa-Maria-barbecue-is-hot-ticket-
at-farmers-6402627.php
http://www.sfgate.com/travel/centralcoasting/article/The-best-little-dive-bar-in-San-Luis-
Obispo-County-6402624.php
Houston Chronicle
Circulation/Audience: 370,961
http://www.chron.com/travel/centralcoasting/article/The-best-little-dive-bar-in-San-Luis-
Obispo-County-6402624.php
http://www.chron.com/travel/centralcoasting/article/Santa-Maria-barbecue-is-hot-ticket-
at-farmers-6402627.php
http://www.chron.com/travel/centralcoasting/article/10-reasons-to-visit-SLO-County-
6402596.php
Beaumont Enterprise
Circulation/Audience: 21,717
http://www.beaumontenterprise.com/travel/centralcoasting/article/10-reasons-to-visit-
SLO-County-6402596.php
http://www.beaumontenterprise.com/travel/centralcoasting/articleGallery/San-Luis-
Obispo-County-Which-beach-town-suits-6402594.php
http://www.beaumontenterprise.com/travel/centralcoasting/article/Santa-Maria-barbecue-
is-hot-ticket-at-farmers-6402627.php
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
3. On the Road
Article written by Bérénice Rocfort-Giovanni, who was part of our hosted FAM tour in
March, ran in French weekly magazine, L'Obs. The article features her entire trip in
California and highlights her time at Claiborne and Churchill in San Luis Obispo.
Print: 498,558 copies
Reach: 1,860,000 readers
http://www.marcovasco.fr/sites/www.planetveo.com/files/23_04_20151784l_obs.pdf
4. Pacific Road
Article written by Alexandre Kauffmann, who was part of our hosted FAM tour in March,
ran in French daily newspaper, Les Echos Serie Limitee.
Print: 123,636 copies
Reach : 528,000 readers
http://archives.lesechos.fr/archives/2015/SerieLimitee/00143-052-SLI.htm
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
5. La Highway 1 entre San Francisco et Los Angeles
Article written by Romuald Jay, who was part of our hosted FAM tour in March, ran in
French monthly magazine, Biba. The online article focuses on Madonna Inn saying
(translation) “This hotel is for Europe a real historical record, such as Eifel Tower in
Paris.”
Print: 123,636 copies
Reach : 528,000 readers
http://www.bibamagazine.fr/style-de-vie/voyages/madonna-inn-lhotel-le-plus-etonnant-
de-californie-32716
6. Road trip pela Califórnia: San Luis Obispo, o lugar mais feliz dos Estados Unidos
Sunday Cooks article by Brazilian journalist, Paulo Mancha D’Amaro who we hosted as
part of a FAM tour in May.
Circulation/Audience: 81,610
http://sundaycooks.com/2015/07/23/road-trip-pela-california-san-luis-obispo-o-lugar-
mais-feliz-dos-estados-unidos/
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
7. 8 California Towns You Need To Be Spending A Lot More Time In
The Thrillist highlights SLO assets including “biking, hiking, surfing, kayaking, sea
caves (!!), farm-to-fork eating, and wine/craft beer drinking in addition to, you know,
being one of the most gorgeous towns along the coast of California.”
Unique Views: 1,480,273
http://www.thrillist.com/entertainment/los-angeles/8-underrated-california-towns-worth-
visiting-san-luis-obispo-encinitas-gualala
8. Go to San Luis Obispo County for the wine? Sure - but stay for the craft beer
scene.
The Orange County Register says the “The proximity of a burgeoning craft beer scene
to well-established wineries, however, has led to innovative collaborations in the local
beer culture.”
Unique Views: 1,052,176
http://www.ocregister.com/articles/beer-670061-tea-craft.html
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
9. Perfect Getaway: San Luis Obispo
Orange Coast Magazine says: “the educational and cultural scene percolating and the
dining landscape has a farm-to-fork vibe.”
Circulation/Audience: 48,501
http://www.orangecoast.com/travel/perfect-getaway-san-luis-obispo/
10. America’s Best 100 Wine Restaurants 2015
Foremost Wine Company makes Wine Enthusiast’s list of America’s Best 100 Wine
Restaurants 2015.
Circulation/Audience: 182,609
http://www.winemag.com/100-Best-Wine-Restaurants-2015
http://www.foodrepublic.com/2015/07/01/wine-enthusiast-announces-2015s-best-100-
wine-restaurants-in-america/
http://www.ksby.com/story/29548875/central-coast-restaurants-make-top-100-list-in-
wine-enthusiast-magazine
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
11. 7 Small Town Summer Drive-In Theaters You Can’t Miss
Yahoo Travel article says “San Luis is known for having sunshine 315 days out of every
year, so why not watch the sunset while you take in a cheesy rom-com?”
Unique Visitors Per Month: 261,009
https://www.yahoo.com/travel/7-small-town-summer-drive-in-theaters-you-cant-
124854417789.html
12. Dine Like a Local: The OpenTable 2015 Summer Road Trip Restaurant Guide
OpenTable blog post features a stop in San Luis Obispo in their California road trip
guide.
Unique Views: 81,515
http://blog.opentable.com/2015/opentable-2015-summer-road-trip-restaurant-guide/
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
13. 5 awesome American road trips
BT.com Names the drive between San Francisco and LA, with a stop in San Luis
Obispo, one of the best US road trips to take this summer.
Unique Views: 1,307,031
http://home.bt.com/lifestyle/5-awesome-american-road-trips-11363990152548
14. The 5 Best Coastal Drives In The World
MSN Travel suggests drivers stop at “San Luis Obispo, "America's happiest city," for
smoked salmon and a glass of wine at Koberl at Blue.” on their Highway 1 road trip.
Unique Views: 154,811,271
http://www.msn.com/en-gb/travel/article/the-5-best-coastal-drives-in-the-world/ar-
AAc2zNa#page=2
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
15. My US Love Affair
Australian based blogger Aussie on the Road includes San Luis Obispo as the second
stop on his month long road trip across the US.
Unique Views: 307,594
http://www.aussieontheroad.com/great-us-road-trip/
16. Journeys of a Lifetime: 10 Breathtaking US Roads to Drive With the Whole Family
MiniTime article, also featured on the Huffington Post, features SLO as a great stop
along Highway One when driving with children.
Unique Views: 33,647,468
http://www.huffingtonpost.com/minitime/journeys-of-a-lifetime-
10_b_7788962.html?utm_hp_ref=travel&ir=Travel
Unique Views: 190,100
http://www.minitime.com/trip-tips/Journeys-of-a-Lifetime-10-Breathtaking-US-Roads-to-
Drive-with-the-Whole-Family-article
17. Tourism fueling new Central Coast businesses
KSBY piece highlights tourism impact and growth in San Luis Obispo.
Unique Views: 290,189
http://www.ksby.com/story/29535769/tourism-fueling-new-central-coast-businesses
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
18. Special Olympics Host Town Coverage
Tribune
Unique Views: 672,909
http://www.sanluisobispo.com/2015/07/23/3733554/special-olympics-county-
residents.html
http://www.sanluisobispo.com/2015/07/23/3733566/special-olympics-host-towns-
support.html
KSBY
Unique Views: 290,189
http://www.ksby.com/story/29629909/warm-central-coast-send-off-for-special-olympic-
athletes
http://www.ksby.com/clip/11706259/special-olympics-dinner-in-san-luis-obispo
Paso Robles Daily News
Unique Views: 31,720
http://pasoroblesdailynews.com/several-cities-in-the-county-to-be-host-towns-for-special-
olympics-program/38739/
KEYT
Unique Views: 320,408
http://www.keyt.com/news/special-olympics-world-games-torch-arrives-on-central-
coast/34228686
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
19. Tribune stories highlighting GIA Recipient, Pride in the Plaza.
Circulation/Audience: 831,666
http://www.sanluisobispo.com/2015/07/10/3716526/belinda-carlisle-slo-pride.html
http://www.sanluisobispo.com/2015/07/03/3707045_july-fair-festival-summer.html?rh=1
20. 24 hours in San Luis Obispo
Seventy2Minutes, a UK based magazine, guides readers through a 24 hour stop in San
Luis Obispo.
http://issuu.com/72m_magazine/docs/i18_july_2015/20
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
21. Big Sur-Ing
Style Blogger Susanna Lau AKA Susie Bubble, stays at Madonna Inn on her road trip
to Big Sur.
Unique Views: 1,369,341
http://stylebubble.co.uk/style_bubble/2015/07/big-sur-ing.html
22. MOUNTAIN BIKING IN SAN LUIS OBISPO, CALIFORNIA
Mountain Bike Action features SLO in their “Photo of the Day”
Circulation/Audience: 66,239
http://mbaction.com/home-page/photo-of-the-day-mountain-biking-in-san-luis-obispo-
california-2
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2015
23. DAILY VLOGS - SIS'SISSI EN CALIFORNIE Jour 8 - San Luis Obispo + Solvang +
Santa Barbara
San Jose based French, family vlogger, NyCyLa, shares her family’s road trip through
San Luis Obispo.
http://www.hellocoton.fr/to/1doAG#http://www.nycyla.com/2015/07/san-luis-obispo-
solvang-santa-barbara.html
24. 5 Weird, Wacky and Wonderful Attractions You Won’t Want to Miss
Frugal Travel Guy article showcases Bubblegum Alley among affordable off-the-
beaten-path attractions around the world.
Unique Visitors: 92,587
http://www.frugaltravelguy.com/2015/07/5-weird-wacky-and-wonderful-attractions-you-
wont-want-to-miss.html
25. City Guide // a Weekend in San Luis Obispo
SLO based international travel blogger Where is Kait wrote a response to the NYT 36
hours article to “share a taste of the wide variety of all the incredible places this city has
to offer, and leave people wanting more.”
http://www.whereiskait.com/city-guide-san-luis-obispo/
SLOTBID AGENCY REPORT August 2015
HAPPENING NOW:
• Website Rebuild – creative development
• SAVOR artwork & planning
• Visitors’ Brochure & Map
• Videography – SLO Symphony coordination
• Event worksheets
SANLUISOBISPOVACATIONS.COM UPDATES
• Ongoing site updates
• Events updates
• Ongoing SEO
SHARESLO UPDATES
• Community Blog Posts:
- Top 5 Reasons to Add San Luis Obispo
Farmers’ Markets to Your Summer Schedule
- Learning the Art of Hand Lettering
- Batter Up! SLO Blues Baseball
• Ongoing Community Management
• Events attended:
- Special Olympics Dinner for UAE Athletes
- Festival Mozaic
• Facebook advertising
PARTNERSHIP/SPONSORSHIPS
• SLO Wine Newsletter content provided
• Cal Poly Athletics:
- Radio scripts
- Program ad
- E-blast banner ad
• CCTC Blogs:
- San Luis Obispo offers a wide variety of
eateries
- Mission San Luis Obispo de Tolosa: More
than an old church
- Visit historic San Luis Obispo Railroad
Museum
LOOKING AHEAD:
• Helium launch
• Creative review for website
• SAVOR Central Coast
• Completion/printing of Itinerary Inspiration &
Map visitors’ guide
METRICS OVERVIEW
SESSIONS PAGE VIEWS UNIQUE
VISITORS REFERRALS
SanLuisObispoVacations.com 8,803 23,283 7,677
slocity.org
m.sanluisobispovacations.com
centralcoast-tourism.com
ShareSLO.com 1,225 1,797 1,107
m.facebook.com
facebook.com
l.facebook.com
GOSLO Mobile Experience 2,578 5,440 2,341
m.facebook.com
slocity.org
centralcoast-tourism.com
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
1,967
29,563
544,457
2,678
316
1,543
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
17
2,955
568
365
INSTAGRAM
New Followers
Total Followers
Total Engagements
#ShareSLO
271
2,488
2,457
1,592
August 2015
Report to City of SLO – TBID
Phone Line and Availability Contract
July 2015
Response to TBID Advertising
Week 1 Week 2 Week 3 Week 4 Week 5 July 2015
Calls to
1-877-SLO-TOWN
8 9 6 9 7 39
Hotel Availability Tracker
Week 1 Week 2 Week 3 Week 4 Week 5 July 2015
Email Response 7 6 8 5 7 33
Phone Calls to
Hotels
31 32 31 33 32 159
Hotel Referrals
Week 1 Week 2 Week 3 Week 4 Week 5 July 2015
Visitors Served
(Walk-ins)
1,555 2,156 1,900 1,992 1,490 9,093
Hotel Rooms
Referred
411 398 410 421 396 2,036
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$ 601,614$ 10.0%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$ ***82 76.6 7.1 149.08$ 139.95$ 6.5 122.30$ 107.20$ 14.1
Total/Average 5,064,103$ 4,720,046$ 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,076,196$ 73.13 70.08 4.4 129.17$ 120.27$ 7.4 95.85$ 85.10$ 12.6
***Total to be determined.
Occupancy ADR RevPAR
Figures from Smith Travel Research report
Tourism Business Improvement District
Annual Report 2013-14
1 TBID Annual Report 2013-14
Letter from the Chair
This year the City of San Luis Obispo’s Tourism
Business Improvement District (TBID) marked the fifth
year of business since the district was established. This
momentous year brought with it tremendous results
of our marketing program and also the opportunity to
move our efforts forward into the next phase of
tourism marketing for San Luis Obispo.
In fiscal year 2013-14, the Transient Occupancy Tax
reached it’s the highest annual collection amount in
the City’s history, just over $6 million in total. Nearly every month produced record setting
numbers for both occupancy and Average Daily Rate (ADR). This achievement proves that our
efforts are returning great value to our members and the City as a whole.
Over the past year, the TBID Board welcomed two new commissioners to our seven member
advisory Board: John Conner of Petit Soleil and Michael Adams of the Courtyard by Marriott.
Commissioner Conner is no stranger to the TBID, in fact he can be credited with spearheading
the formation of the district and subsequently served two complete terms as Board Chair.
Commissioner Adams, while being new to the role of an official Board Member, as a constituent
member he has served on numerous TBID taskforces and committees over the past five years
and has also represented the City at various travel industry and consumer tradeshows. Their
dedication and leadership will serve the San Luis Obispo lodging businesses well.
This was the year of forward thinking for the district. We dedicated much of our time and effort
on looking toward the opportunities that the next five years can bring for tourism in the San Luis
Obispo. The Board and staff invested significant time, resources, and hard work in developing a
five year strategic clarity document that will serve as the framework for the direction that the
TBID will purse moving forward. Our development of a long-term strategic plan for our TBID has
once again shown our leadership amongst local TBIDs, many of whom are now pursuing a
similar process. This year we commissioned new technologies for our marketing program
including: GoSLO a mobile gamification platform and the Helium booking engine to ensure that
we were continuing to be relevant in the constantly changing travel business.
2013-14 was also the final year of our marketing contract with Rosetta, our trusted agency who
guided us through the establishing our tourism marketing efforts from the very beginning. As
that partnership came to a close, we redefined our future programs by selecting two local
marketing agencies, Barnett Cox and Associates (BCA) and StudioGood, through a very
competitive process to manage and further develop our brand. We are proud of our
accomplishments this year and we are excited for what’s coming next!
Sincerely,
Nipool Patel
2 TBID Annual Report 2013-14
Contents
Background ………………………………………………………………….3
Goals & Objectives ………………………………………………………..5
Marketing Platform …………………………………………………….…6
2013-14 Summary………………………………………………………….7
2013-14 Data Comparison ……………………………………………14
Financial Statement………………………………………………………16
3 TBID Annual Report 2013-14
Tourism Business Improvement District (TBID) – Background
In June 2008 the City Council adopted Ordinance 1517 establishing the tourism business
improvement district (TBID) in the City of San Luis Obispo as requested by the local lodging
industry. The assessment of two percent of gross receipts for the district became effective on
October 1, 2008 and the use of funds was defined in Section 12.42.030 of the Municipal Code as
follow:
“This ordinance is made and enacted pursuant to the provisions of
the Parking and Business Improvement Area Law of 1989
(Sections 36500 et. seq., of the California Streets and Highways
Code). The purpose of forming the district as a business
improvement area under the Parking and Business Improvement
Area Law of 1989 is to provide revenue to defray the costs of
services, activities and programs promoting tourism which will
benefit the operators of hotels in the district through the
promotion of scenic, recreational, cultural and other attractions in
the district as a tourist destination.”
Advisory Body
The use of the assessment fund is based on the recommendation of the Tourism Business
Improvement District advisory board that is staffed by City of San Luis Obispo hotel owners,
operators, and/or managers. The board members are appointed by the City Council and serve
for an initial term of four years with the opportunity to serve second term for a maximum of
eight years.
2013-14 Advisory Board
Name Property Term
Clint Pearce - Past Chair Madonna Inn 3/31/2015
Dean Hutton Apple Farm 3/31/2017 (2nd term)
John Conner Petit Soleil 3/31/2015
Matthew Wilkins Sands Inn 3/31/2016
Nipool Patel - Chair Comfort Inn 3/31/2016 (2nd term)
Michael Adams Courtyard 3/31/2017
Kimberly Walker Granada Inn 3/31/2017 (2nd term)
4 TBID Annual Report 2013-14
Advisory Body Bylaws
In addition to the governing City ordinance, the TBID Board established its advisory body bylaws
and further defined its role and functions as:
The functions and duties of the TBID BOARD shall include, but not be limited to, the following:
A. Planning a comprehensive program to promote tourism to the City of San Luis Obispo and
prepare an annual marketing program consistent with industry goals and objectives.
B. Develop advertising and promotional programs and projects to benefit the lodging industry in
San Luis Obispo.
C. Present an annual assessment report to the City Council regarding the implemented
promotional programs and projects.
D. Perform any other lawful tasks as directed by the Council.
The board meets monthly on the second Wednesday at 10 a.m. for its regular board meeting. In
2013-14, the board met in 12 regular monthly meetings and 7 special meetings. Additionally, it
appointed a budget task force, strategic plan taskforce, and marketing RFP taskforce and
appointed three of its members to serve on the events promotion subcommittee together with
three members of the Promotional Coordinating Committee. In order to keep the lodging
constituency abreast of all TBID business, the board assigned liaisons and each board member is
responsible for communication with his/her respective group of hotels. The board chair and
staff continue to visit all properties at least once a year to personally bring TBID updates and
marketing opportunities to each property.
5 TBID Annual Report 2013-14
Goals and Objectives
Objective
The TBID’s objective is to promote tourism to San Luis Obispo and expeditiously increase
overnight stays in City hotels or simply: “Put heads in hotel beds”.
Goals
The goals to achieve the objective are five-fold and are the base for all promotional efforts and
the programmatic approach within the marketing strategy:
1. Increase occupancy at all 38 hotel properties throughout the year;
2. Increase occupancy during shoulder months;
3. Increase occupancy mid-week;
4. Stabilize bookings and emphasize the City as a year-round destination;
5. Increase the length of stay.
The objective and the goals are at the core of all efforts put forth under the TBID annual work
program. The initial efforts concentrated on an advertising campaign centered around the
tourism website www.sanluisobispovacations. After five years, the TBID’s program has matured
into a promotional marketing platform utilizing a multitude of elements in support of the
defined goals and set objective.
6 TBID Annual Report 2013-14
2013-14 Marketing Strategy
All of the TBID’s efforts are driven by the objective and goals to increase demand for overnight
stays and hotel occupancy. The City’s tourism website www.sanluisobispovacations.com
continues to remain the center piece to which all other efforts drive traffic. A key measure
within the site is the use of the “Hotel Finder” which is dominantly placed on all pages within
the site. Subsequently, the TBID has developed an additional website www.shareslo.com
focused on aggregating content produced by residents to tell our community’s unique stories
and serve as the foundation of our social media marketing efforts.
In 2013-14 the five pillar marketing platform approach was expanded to include a sixth pillar for
social media. These pillars utilized distinct elements to broaden awareness of San Luis Obispo as
a destination and to actively bring people to town.
2013-14 Marketing Platform
Advertising Partnerships Tradeshows
Events
Promotion
Tourism
Organizations Social Media
7 TBID Annual Report 2013-14
2013-14 Marketing Detail
Advertising
With a fully operating media funnel for the past four years, the
campaign has been able to advance the objectives in the recovering
travel market. The funnel concentrates on the four key elements:
utilizing traditional and online advertising, social media, search tools,
and a monthly newsletter to drive traffic through the funnel and
ultimately result in booking a hotel room in San Luis Obispo.
In fiscal year 2013-14, the TBID maintained the budget allocations
initiated in 2012-13 and as a result, the marketing and advertising
contract was stabilized at the previous year investment level.
Based on this approach, the marketing strategy was adjusted to the
focus “back to the basics” of the TBID’s proven success. The 2013-14
marketing campaign continued to deepen the targeting of experience specific interests and
maximized the user experience on the website, using current traveler research and site analytics
aggregated from the previous year.
The executed plan utilized the following strategies:
o Re-engage a Search Engine Optimization (SEO) and Search Engine Marketing
(SEM) strategies
o Leverage the targeted email strategy
o Create new banner suites to take advantage of partnership programs
o Normalize the media spend
Focusing on SEO and SEM, the City’s Marketing Agency for the TBID, Rosetta Marketing
completed a full website audit for thorough analysis of the website's strengths and weaknesses.
They reviewed user behavior, traffic sources and site usability to provide a comprehensive view
of the site's performance. Based on the results from the audit, the agency’s web team
completely optimized the content on the site in order to increase the site performance and
enhance the user’s experience. They also evaluated and adjusted the keyword strategy to
ensure that the search results related to San Luis Obispo would result in visits to
www.sanluisobispovacations.com .
The results of these efforts included:
• 49% increase in visits to website in 2014 vs. 2013 year cycle
• 54% increase in overall users
• 18% increase in page views
8 TBID Annual Report 2013-14
Website Traffic Comparison for 2013-14 to 2012-13
Expenditure Detail
As mentioned above, Rosetta Marketing, continued to purse an aggressive digital heavy media
campaign. Due to aggressive media buying, constant monitoring and campaign adjustment, the
agency spent the complete $600,000 of the budget on general marketing expenditures and
campaign overall.
A significant portion of the targeted digital advertising spend was specifically invested in in the
high performers like Display in Google, which is cost per click instead of impression-based, and
Trip Advisor, a primary travel research outlet. These outlets were pursued because they are
both mid-funnel in the buyers behavior with a lower cost to convert to a booking. Rosetta also
kept the low-funnel pay-per-click SEM in intact to not miss travelers actively looking for San Luis
Obispo travel options and lodging.
Additionally, the agency added support to further grow the TBID’s social media presence by
investing in regular Facebook ads and promotions for the ShareSLO program.
Social Media
The TBID’s social media platform has been built on a program called ShareSLO. In 2012-13,
ShareSLO is one of the major marketing initiatives and the program continued in 2013-14. The
program is aimed at developing a new approach to managing social media networks though
consistent and relevant content upload and participation. The program was crafted as a way to
launch the TBID into the social media networks through creating a unique platform and program
to build community support and content integration.
In 2013-14, the ShareSLO program continued to be focused on building the community. In order
to accomplish this, the key strategies included:
• Interacting and engaging with the public to expand awareness
• Connect with event organizers for potential promotional opportunities in SLO
• Promote San Luis Obispo and events on social networks reaching outside area to
increase visitors
• Document events and activities and share on social networks
• Contribute ti the community forum blog on ShareSLO.com
9 TBID Annual Report 2013-14
ShareSLO.com is a community-generated information hub providing up-to-date and entertaining
accounts of life in the happiest city in North America. It celebrates all that San Luis Obispo has to
offer, through the eyes of real residents and visitors. With a local events calendar, community
blog and live feeds from Twitter and Instagram, ShareSLO.com helps visitors live like the locals.
The ShareSLO.com blog reports on activities and events, local hot spots and backroad
adventures that are all uniquely San Luis Obispo. Whether wine, food, outdoor activities or Cal
Poly life, ShareSLO bloggers are in-the-know when it comes to local happenings and Central
Coast life. Visitors can find them out on the town and online enjoying everything that makes our
city great.
ShareSLO.com is populated with content provided by community members and the Street
Team. The Street Team is encouraged to use the hashtag term (#shareslo) on their social posts
in order for the results and reach of their post to be tracked. Serving as the TBID’s social media
platform, the campaign generated substantial results and reach for the SLO TBID.
ShareSLO Results by the Numbers
Mobile Experience Development
The mobile trend has been on a continual growth trajectory. The TBID’s website,
www.sanluisobispovacations.com, has seen incredible growth in mobile usage up 46% over last
year. Previously, the TBID’s website was mobile compatible but not responsive which negatively
impacted the user experience. Below is a chart reflecting the increase in mobile traffic since the
launch of the City’s tourism website in 2010.
10 TBID Annual Report 2013-14
Mobile Traffic to sanluisobispovacations.com
In response to this influx in mobile traffic, the TBID prioritized the development of new
technologies for the TBID’s website to enhance the mobile experience. The analytics that
showed that visits to the mobile site were mostly likely in market while a
traveler was already in San Luis Obispo, so in response Rosetta designed
a complete mobile experience rather than just updating the site to be
responsive.
The mobile experience called GOSLO is a gamification take on traditional
itinerary planning an serves as an on-the-go mobile companion to the
City’s tourism website, SanLuisObispoVacations.com. Much like a
‘matchmaking’ scenario, GOSLO allows users to choose activities from a
series of illustrated cards. Based on their preferences, GOSLO generates
their ‘SLO style badge’ with a customized vacation itinerary. GOSLO
vacation styles include the SLOcavore for wine and food enthusiasts,
SLOmancer for those wishing for a romantic getaway and the Kerouwhack for travelers looking
for quirky, off-the beaten path recommendations. This experience launched in late May 2014.
Partnerships
In 2013-14, this element of the marketing mix continued to expanded from solely focusing on
partnerships for exclusive lodging in San Luis Obispo to include partners that could help
strategically support and expand the marketing efforts of the TBID overall.
For example, a new partnership in 2013-14 was with San Luis Obispo
Wine Country Association. This relationship was something that the TBID
had hoped to establish for a number of years but was unsuccessful in
doing. However in 2013-14, the TBID was able to establish a beneficial
marketing partnership with SLO Wine. The main objective was to establish
a dynamic partnership to build tourism in conjunction with the wine
industry and increase awareness of the region overall. In addition to the
opportunities to work with SLO Wine to host media , trade, and VIP consumers, the TBID and its
constituents received outstanding membership benefits from SLO Wine including:
11 TBID Annual Report 2013-14
• Announcements and hyperlinked logo on over 50 in SLO Wine E-Newsletters distributed
to over 10,000 subscribers which resulted in over 200 direct click throughs to the TBID’s
website
• Website branding on SLOWine.com with listing under associate members and “Stay”
Section, the TBID logo & banner ads featured throughout website and premier logo
placement under member partner page
• Ad space in SLO Wine Country Map with 60,000 maps printed and distributed in all
hotels, CA Visitors Centers, Chambers, and in Ventura & SB County.
The longest standing partnership with Cal Poly Athletics began in 2011-12,
when the City entered into a three-year agreement to host all of Cal Poly’s
conference visiting teams, recruits, and athletic guests. In 2013-14 the
contract was in the final year and the program continued stronger than ever.
Again, 575 guests from eight different sports were lodged in San Luis Obispo
not including visiting parents and other guests travelling with the teams.
Besides the direct lodging component, the sponsorship benefits opened the
Cal Poly Athletics newsletter and alumni list to the promotional efforts of the TBID in addition to
exclusivity on hotel messaging at all the stadiums, programs, and promotional tools of Cal Poly
Athletics. This partnership expanded to help support the ShareSLO campaign and to build
awareness with students and Cal Poly fans to #shareslo.
In 2013-14, the exclusive partnership with Nature Corps to secure
lodging of all volunteer vacation participants in San Luis Obispo was
continued for the third year. Since 1987 the Nature Corps has organized
luxury volunteer vacations to help bridge the gap between dwindling
resources and the growing need for preservation and rehabilitation of
fragile wilderness ecosystems within the national and state parks. In San
Luis Obispo County, the Corps offers two packages that benefit Morro
Bay and Hearst Castle State Parks. Volunteer vacations have tremendously gained in popularity
as people are not only looking to visit scenic places, but to give meaning to their travels.
Volunteer vacations offer this experience as they mix meaningful restoration work in the
country’s national and state parks with sightseeing and entertainment. Ideally, the packages
were to bring Nature Corps participants to San Luis Obispo for stays Monday through Friday and
were placed in the shoulder months in alignment with the TBID’s goals. In 2013-14 the Nature
Corps team moved forward with Rosetta to realign their brand and website to better serve the
guest in an effort to return results for the TBID. The updates drew great interest and finally
resulted in one major group booking in February of 2014.
In 2013-14 was the second year for a new program with the Chamber of Commerce to provide a
telephone assistance and hotel availability program exclusively for the TBID hotels and guests. In
2013-14, the Chamber was able to refer TBID properties over 2000 times and made 100%
contact with the TBID properties, either by phone or email, to gather availability information.
Also launched this past year was a phone line tied to a specific and dedicated phone number
that serves as a response tool to the TBID’s online advertising efforts and website presence- 1-
12 TBID Annual Report 2013-14
877-SLO-TOWN. The phone number creates the option for a
‘real’ planning experience, namely connecting with someone to
talk to and answer questions. The staff person only recommends
TBID properties through that phone line. The telephone number,
1-877-SLO-TOWN, is a separate line that rings into the Chamber
and is for TBID use only. During the first year of the program,
119 calls were received. Increased visibility of the phone number
and greater market penetration has generated significantly more usage; the line received 479
calls through the end of the fiscal year.
The City of San Luis Obispo has contributed to the marketing efforts of the
San Luis Obispo County VCB now Visit San Luis Obispo County for many
years. Traditionally, this payment came out of the Community Promotions
program overseen by the Promotional Coordinating Committee. Due to the
changes within Community Promotions since the creation of the TBID, the
Visit San Luis Obispo County funding shifted to the TBID because of the Visit
San Luis Obispo County’s marketing efforts promote the County of San Luis
Obispo as a tourist destination. In addition, since 2009-10 fiscal year, the
TBID Board has covered the expense of all membership dues for San Luis Obispo lodging
properties in order to create equal membership benefits for all San Luis Obispo hotels. The TBID
Board leverages the partnership with Visit San Luis Obispo County to promote San Luis Obispo
on a national and international level- beyond the local and state reach the TBID’s marketing plan
focus to achieve. The TBID’s investment in Visit San Luis Obispo County is also encompasses
group sales, film commission, countywide public relations, and countywide special events (like
Restaurant Month, Wine Month, Savor the Central Coast).
Tradeshows
In 2013-14, the TBID continued the participation in two consumer
shows, the Los Angeles and the San Francisco Travel and Adventure
Shows. With the historic success of the participation in those shows,
the TBID Board approved the participation in the new San Diego
Travel and Adventure Show. All three shows were a great success with
32,000 people attending the Los Angeles show, 16,000 visiting San
Francisco, and nearly 13,000 at the new San Diego based show. In
addition to the direct contact made at the booth to excite people
about travelling to San Luis Obispo, staff promoted upcoming events,
the ShareSLO campaign and blog, and distributed hotel and
destination information. This year the TBID also partnered with Hearst
Castle which generated increase interest in the booth. In total, the
three shows garnered nearly 2,500 new subscribers to the newsletter.
Events Promotion
In 2013-14, the TBID invested in several high profile events and provided the seed money
needed to establish them in San Luis Obispo. One of the stipulations for funding is exclusivity for
13 TBID Annual Report 2013-14
San Luis Obispo lodging and the events are required to actively promote stays in TBID member
hotels.
Jazz Festival – May 17, 2014
In May 2014, the first annual SLO Jazz Festival was hosted in
Mission Plaza. This particular event had been in development for
multiple years; however lack of funding had made it impossible to
produce. Based on the organizers response to the TBID’s request
throughout those previous years, in 2014 the event was finally held
for the first time. The event attracted over 1500 attendees of which over 17% were from out of
the area. In addition the event generated $1.5 million in economic impact.
SLO Marathon – April 25-27, 2014
The San Luis Obispo Marathon, half
marathon and 5K had another
exceptional year in 2014. The event
continues to make a national
presence in the running industry and
is on the list of many runners as
“must do” race. Race weekend saw nearly 4300 athletes participate in five races. The 2014
Economic Impact for the community was $3.28 Million. Over three years, the SLO Marathon has
created $8.49 Million in Economic Impact. In a survey conducted of 2014 participants, 92% rated
the SLO Marathon very good or outstanding and 92% would recommend the race to their
friends. Also, 60% of respondents said they will very likely or definitely be back on a vacation
and 88% said they would recommend San Luis Obispo as a place to visit to their friends. Once
again, the San Luis Obispo Marathon, Half Marathon and 5K had impressive demographics with
60% Out-of-Market vs 40% In-Market Participation.
SLO Wine’s Roll Out the Barrels – June 19-23 2014
This was the second year the TBID has partnered with SLO Wine Country Association for the Roll
Out the Barrels event. The purpose of the partnership was to establish lodging promotions with
SLO Wine for San Luis Obispo hotels as well as provide SLO Wine the much needed funding to
expand the event advertising outside the area. In total the event attracted 1881 attendees and
about 30% were from out of the area. The survey results show that attendees from outside the
area attendee 3 events on average and stayed on average 3 nights in the area. Based on the Stay
in SLO $20 discount ticket promotion, 87 ticket packages were sold and approximately 130 track
able room nights were consumed at SLO TBID hotels.
Additional Events Promotion Support was given to the following Events:
SLO Concours
Cal Poly Open House
Remnants of the Past Vintage Show in November of 2013
14 TBID Annual Report 2013-14
Sunset SAVOR the Central Coast
Central Coast Railroad Festival
2013-14 Data Comparison
Transient Occupancy Tax (TOT) 2007 - 2014
TOT 2013-14 versus 2012-13
$-
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14
$-
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
2012-13
2013-14
15 TBID Annual Report 2013-14
Occupancy 2012-13 and 2013-14
Average Daily Rate (ADR) 2012-13 versus 2013-14
0 20 40 60 80 100
July
August
September
October
November
December
January
February
March
April
May
June
2013-14
2012-13
$- $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 $160.00
July
August
September
October
November
December
January
February
March
April
May
June
2013-14
2012-13
Tourism Business Improvement District
Marketing Subcommittee
Meeting Minutes
July 23, 2015 – 9:30 am
PRESENT: Walker; Phipps; Hutton
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. SLO Tourism Brochure
BCA presented the redesign of the City of SLO tourism brochure. The committee was very
pleased with the overall direction and layout. The liked the photo centric approach. The
committee discussed that the agency consider another word instead of “guide” for the cover.
September is the scheduled date for delivery in time for SAVOR.
The Committee approved the direction and categories. They gave the agency and staff direction
to being design and provided an update at a future marketing committee meeting.
2. Website Rebuild Project: Wireframes
StudioGood presented the website wireframes to the Marketing Committee for input and
approval. The committee reviewed and discussed at great length. The committee also discussed
the build out schedule and determined that the design does not need to go back to the Board. The
Board will receive the presentation on the website redesign later in the process.
3. New Business
a. Proposed Meeting Dates:
i. August 12 for creative concept recommendation
ii. September 3 for final design and copy approval
iii. Cancel August 27 Marketing Committee meeting
Promotional Coordinating Committee
Meeting Minutes
Wednesday, July 8, 2015
5:30 pm at City Hall
CALL TO ORDER: Chair Sasha Palazzo
PRESENT: Pearce, Palazzo, Roberson, Lewis, LeMieux, Loosley
STAFF PRESENT: Molly Cano, Tourism Manager
Meeting to order at 5:30 pm
PUBLIC COMMENT
None.
APPOINTMENT
It was reported that earlier in the day City Clerk, Anthony Mejia had performed the swearing in of Tish
Loosley to the PCC Committee.
CONSENT AGENDA
ACTION: Moved by Pearce/LeMieux to approve the consent agenda.
Motion carried 6:0
PRESENTATIONS
1. CHAMBER YEAR-END REPORT
Molly Kern from the SLO Chamber presented the 2014-15 year-end report for the contracted services
for the PCC. Highlights included: GIA support for 23 of the 25 groups including press releases, social
media promotions, inclusion in calendars, meeting in person and over the phone, and ticket sales.
There was a great result of PR achieved through the efforts the GIA events specifically both locally
and regionally. Other PR highlights aside from the GIA events included over 700 press mentions of
San Luis Obispo this year and over 45 outlets were hosted. The Visitor Center highlights included: a
13% increase in visitor traffic into the Visitor Center, 2346 events added to the calendar, and over
8,000 people served through phone or email. The Visitor Center also represented the City at Cal Poly
Parents Weekend and Open House.
Promotional Coordinating Committee Minutes
Page 2
BUSINESS ITEMS
1. 2015-16 EVENT PROMOTION FUNDING RECOMMENDATIONS
The Events Subcommittee presented the funding recommendations for the 2015-16 Events Promotion
sponsorship program. Commissioner Pearce and staff informed the PCC of the TBID’s decisions and
discussion earlier in the day regarding these events and specifically the increase in TBID funding to the
SLO Jazz Festival.
ACTION: Moved by LeMieux/Roberson to not provide sponsorship funding to Erocia as
recommended by the committee based on the full support of the event by the TBID.
Motion carried 6:0
ACTION: Moved by LeMieux/Lewis to sponsor Festival Mozaic WinterMezzo Chamber Music
Series’s promotional plan at $4,985 as recommended by the committee.
Motion carried 6:0
ACTION: Moved by Roberson/LeMieux to sponsor the Holiday Train Celebration / Elf Express and
SLO Train Day at $3,00 as recommended by the committee.
Motion carried 6:0
ACTION: Moved by LeMieux/Roberson to not sponsor the Mud Mash as recommended by the
committee.
Motion carried 5:0:1
Abstention: Pearce
ACTION: Moved by Lewis/LeMieux to sponsor San Luis Obispo International Film Festival at
$10,000 as recommended by the committee.
Motion carried 6:0
ACTION: Moved by LeMieux/Roberson to sponsor the SLO Marathon at $5,000 as recommended
by the committee.
Motion carried 5:0:1
Abstention: Pearce
ACTION: Moved by LeMieux/Roberson to sponsor the SLO Concours at $2,500 as recommended
by the committee.
Motion carried 5:0:1
Abstention: Pearce
ACTION: Moved by Pearce/Lewis to sponsor the SLO Jazz Festival at $9,000 as recommended by
the committee and support the TBID’s direction on the marketing plan.
Motion carried 6:0
ACTION: Moved by LeMieux/Lewis to sponsor the SLO Wine’s Roll Out the Barrels at $5,000 as
recommended by the committee.
Motion carried 6:0
2. SLO HAPPENINGS PROMOTIONAL PLAN AUDIT RESULTS
FreshBuzz Media presented the initial results of the program audit and led the committee through a
discussion for the development direction for the 2015-16 SLO Happenings Promotional Plan. The
committee reviewed the design concepts and gave direction that the liked the larger font, no shadow
effect, include the ticket and refresh the icons. The discussed included the promotion plan in the agenda
for next month’s meeting so the committee could review in advance.
Promotional Coordinating Committee Minutes
Page 3
3. SLO HAPPENINGS TECHNOLOGY APPROVAL
The Committee received a presentation from GFL on the completed contracted technology
enhancements for the SLO Happenings app for final approval.
ACTION: Moved by Pearce/LeMieux to approve the final technology update for the 2014-15 SLO
Happenings enhancements with GFL Technologies, and direct staff to release payment for the project
when the feature is live.
Motion carried 6:0
4. 2015-16 CONTRACTOR WORK SCOPES
The Committee reviewed the 2015-16 contractor work scopes for approval.
ACTION: Moved by Lewis/Palazzo to approve the 2015-16 contract workscope for GFL
Technologies for the SLO Happenings technology agreement with the change to show GFL handling
the content management tasks.
Motion carried 6:0
ACTION: Moved by Lewis/Roberson to approve the 2015-16 contract workscope for the Chamber of
Commerce for the Grants In Aid Assistance agreement.
Motion carried 4:0:2
Abstention: Pearce & LeMieux
ACTION: Moved by Lewis/Palazzo to approve the 2015-16 contract workscope for the Chamber of
Commerce for the Visitor Services agreement.
Motion carried 4:0:2
Abstention: Pearce & LeMieux
ACTION: Moved by Palazzo/Lewis to approve the 2015-16 contract workscope for the Chamber of
Commerce for the Public Relations Services agreement.
Motion carried 4:0:2
Abstention: Pearce & LeMieux
5. GIA LIAISON ASSIGNMENTS
The Committee reviewed the 2015-16 GIA recipient list and assigned the committee liaison to each event.
COMMITTEE COMMUNICATION
GIA Report:
None.
TBID Report:
Pearce reported on the TBID updates.
Tourism Program Update:
Molly Cano presented the 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
- Event Promotion
o Festival Moziac
10% off tickets
o SAVOR – special offer for SLO hotels $100 pass through June & July
Promotional Coordinating Committee Minutes
Page 4
- CCTC Vice Chair – hosting the CCTC retreat in the Spring
- Special Olympics Host Town event on July 23rd
- SLO Railroad Museum will be hosting a FAM Reception for regional tourism
professionals and board members on Tuesday, July 28th. The event will run from 5-7pm
at the Museum and will include hosted beverages and food as well as tours of the
museum and our historic La Cuesta Parlor Car.
Meeting adjourned at 7:32 pm
Visit San Luis Obispo County
Visit SLO County Announces Marketing Agency Partnership to
Accelerate Year One Priorities
Visit SLO County has announced its first-year priorities and their new marketing agency
partnership with Catalyst Marketing. The Tourism Marketing District will expand the
marketing budget of the organization, allocating an estimated $3.4M in Year One to be used
towards promoting and marketing the region. Targeting the off-peak, slower months for
visiting travelers and tourist spending, Visit SLO County and Catalyst will plan an integrated
marketing campaign to reach new customers and encourage visitors to choose SLO County as
a preferred destination. Set to launch this fall, the campaign will be the most extensive
outreach effort by the countywide marketing agency, and in the initial phase, includes
advertising in key feeder markets: the Bay Area, Southern California and the Central Valley.
June 2015 vs June 2014 Lodging Statistics
Occ % ADR RevPAR
2015 2014 2015 2014 +/- 2015 2014 +/-
California 80.4 77.9 152.83 142.91 6.9% 122.81 111.31 10.3%
Santa Barbara/Santa Maria, CA 83.8 78.1 187.96 181.15 3.8% 157.58 141.52 11.3%
San Luis Obispo/Paso Robles, CA 77.9 75.9 153.12 145.82 5.0% 119.31 110.70 7.8%
Monterey/Salinas, CA 78.2 74.5 179.97 174.52 3.1% 140.78 130.07 8.2%
SAVOR Lodging Partner Marketing Toolkit
Marketing Toolkits are now available for Sunset SAVOR the Central Coast Lodging Partners! Not a Lodging partner
yet? Sign up today to receive your marketing toolkit, increase your occupancy and add value for your guests
through participation in 2015 Sunset SAVOR the Central Coast Lodging Partner opportunities. As a Lodging Partner,
you will have access to two types of discounted tickets that you may choose to use in packaging your guests’
SAVOR offer. Details on the program and the enriched listings are available here: http://bit.ly/1fC26BT.
- What’s New -
Activity Report, July 2015
Visit SLO County Welcomes FY2015-16 Board of Directors
Visit SLO County welcomed its new Board of Directors in July: Kevin Phipps, Embassy Suites (SLO) – Chair; Jay Jamison,
Pismo Coast Village (PB) - Vice Chair; Clint Pearce, Madonna Inn (SLO) – Treasurer; JP Patel, Best Western Plus Colony
Inn (AT) – Secretary; Noreen Martin, Martin Resorts (SLO County Unincorporated) – Past President; John Arnold, Holiday
Inn Express (PR); Kathleen Bonelli, Paso Robles Vacation Rentals (PR); Mark Eads, SeaVenture Beach Hotel (PB); Lois Fox,
Belvino Viaggio B&B (PR); Sam Miller, Holiday Inn Express (GB); Rachel Patranella, Hampton Inn & Suites (AG); Val
Seymour, The Front Street Inn & Spa (MB). Congratulations to our new board members and thank you for your service!
Poly Parent Adventures 2015 Set to Launch in September
Visit SLO County and Cal Poly are once again partnering together for the second year of Poly
Parent Adventures. Poly Parent Adventures features local deals and specials, allowing parents
to explore SLO County. This program encourages mid-week business and focuses on assisting
Cal Poly parents in creating a vacation out of dropping their students off at school for Cal Poly
Week of Welcome. For details, please email Kylee at kyleej@visitsanluisobispocounty.com.
Visit SLO County Prepares Move to Downtown SLO
Visit San Luis Obispo County is pleased to announce that its office will be moving to the
City of San Luis Obispo on August 12th, putting the organization back in the hub of the
county. The new office will be at 1334 Marsh Street, just east of Johnson Avenue.
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured in Vicky Flip
Flop Travels:
“My Pacific Coast
Highway Road Trip”
Oceano Dunes (left);
and in OC Register
Firestone Walker
Brewing Company
(right).
Trending
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 46,651
UNIQUE VISITORS: 38,075
PAGE VIEWS: 138,129
AVG. PAGE VIEWS/VISIT: 2.96
AVG. TIME ON SITE: 2:17
TOTAL ORGANIC TRAFFIC: 33,837
% OF ORGANIC: 73%
MOBILE VISITS: 20,591
MOST VISITED EVENT:
FARMERS MARKET – SAN LUIS
OBISPO (1401 VIEWS)
TOTAL BLOG VISITS: 12,413
MOST SHARED BLOG: AN
INTERVIEW WITH LUKE UDSEN, MR.
BEAVERSTOCK http://bit.ly/1LiXxZi
VISIT SLO COUNTY
FACEBOOK
LIKES: 12,381 NEW: 205
TOT. IMPRESSIONS: 104,567
HIGHEST ENGAGEMENT:
#FANFRIDAY PHOTO OF MORRO
ROCK (599 ENGAGEMENTS)
MOST LIKED: #FANFRIDAY PHOTO
OF MORRO ROCK (141 LIKES)
FOLLOWERS NEW
TWITTER: 5,375 120
25.7K IMPRESSIONS
TWEETS: 5,974
PINTEREST: 600 10
PINS: 773
INSTAGRAM: 1,158 91
POSTS: 349
VISITOR GUIDE DIST.
WEB DOWNLOADS: 69
GUIDES DISTRIBUTED: 374
TOTAL: 443
MONTHLY E-SPECIAL
SUBSCRIBERS: 34,769
# OF OPENS: 6,055
# OF CLICK-THROUGHS: 1,029
THIS WEEK IN SLO COUNTY
CIRCULATION: 820
MOST CLICKED LINK:
Upcoming Events in San Luis
Obispo County
New Research from Project: Time Off
Project: Time Off's latest study, "The Work Martyr's Affair: How
America's Lost Week Quietly Threatens Our Relationships," examines the
balance in workers' professional and personal lives. Nearly all employees
(96%) report that their families understand when work infringes on
family time. Yet 36% of couples argue about the time needed for work
versus the amount of quality time needed for each other.
Read the full study here: http://bit.ly/1gXL2r3
Touring & Tasting Features SLO County Advertorial
In their Summer/Fall issue, Touring & Tasting featured a twenty-page advertorial
about SLO County, highlighting the coastal, culinary, and cultural possibilities for
visitors. This Visit SLO County co-op advertising partnership reached a circulation
of 66,000. Read the individual stories here: http://bit.ly/1h1lnOi.
Public Relations
• Volkswagen Magazine (published by Brutus) – San Luis Obispo: August 5-6
• TravelingMom.com/LA Parent Magazine – Morro Bay: August 13
• UK Daily Mail – Pismo Beach: September 17
Media
• Travel Weekly – Ocean Drive http://bit.ly/1ghUh5t
• Daily Meal – 101 Best Wineries in America for 2015 http://bit.ly/1MSZMlb
• Wine Spectator – 2015 Award of Excellence http://bit.ly/1VKj6qR
• Sunset – Best California Beach Vacation Spots http://bit.ly/1evxMs3
• Vicky Flip Flop Travels – My Pacific Coast Highway Road Trip http://bit.ly/1VKisJL
• OC Register – Go to SLO County for the wine? Sure - but stay for the craft beer scene
http://bit.ly/1Kv1zwr
Travel Trade
• UK SuperFAM – Paso Robles: September 26-27
San Francisco Chronicle and SFGATE Highlight
“10 Reasons to Visit SLO County”
This month, the San Francisco Chronicle and SFGATE published a travel
section devoted to the attractions of San Luis Obispo County. The article
highlighted Sunset SAVOR the Central Coast, several local wineries and
craft breweries, Margarita Adventures, Madonna Inn, and other
members. Read the full story here: http://bit.ly/1MtXfQn
Date: August 3, 2015
Client: Visit San Luis Obispo County
Date Range: February 1 - July 31, 2015
Total Traffic Overview:
Feb Mar Apr May Jun Jul
Visits:24,147 28,478 30,648 37,667 42,305 46,651
Unique Visitors:20,009 23,833 25,365 31,136 35,058 38,075
Bounce Rate:48%49%48%49%52%50%
Pageviews:77,981 90,475 96,341 116,951 128,578 138,129
Avg Pageviews Per Visit:3.23 3.18 3.14 3.10 3.04 2.96
Avg Time on Site:0:02:30 0:02:19 0:02:23 0:02:21 0:02:19 0:02:17
Total Organic Search Traffic:17,546 20,287 22,385 27,209 28,464 33,837
% of Traffic Organic Search:73%71%73%72%67%73%
Entry Pages From Search:1,788 1,954 1,826 1,996 2,013 2,185
Mobile SnapShot:
Feb Mar Apr May Jun Jul
Visits:8,036 9,566 11,424 14,734 17,022 20,591
% of visits 33%34%37%39%40%44%
Bounce Rate:53%54%53%53%56%55%
Pageviews: 21,817 24,678 29,455 38,438 42,110 50,941
Avg Time on Site:0:01:56 0:01:42 0:01:47 0:01:51 0:01:44 0:01:46
* Visits increased 74% compared to last year.
* Unique Visitors on the main site increased 71% year over year.
* Pageviews increased 47% compared over this time last year.
* Organic traffic increased 70% year over year.
* Organic entries to the Events page increased by 15%, by 17% on the
Activities page, and by 68% on the Home page.
SEO Overview:
0
10,000
20,000
30,000
40,000
50,000
Feb Mar Apr May Jun Jul
Visits Year-Over-Year
Prior Year This Year
72.53%
12.89%
9.62%
4.51% 0.45%
Traffic Sources
Organic Search Direct Referral Social Email
Page 2 of 16
Date: August 3, 2015
Client: Visit San Luis Obispo County
Date Range: July 1-31, 2015
Organic Traffic % of Total
Site Traffic
Visits 33,837 72.53%
Organic Engagement Compared to Site Engagement
Pageviews Per Visit 3.14 6.10%
Avg. Time on Site 0:02:25 5.77%
New Visits 74.94%-0.03%
Bounce Rate 45.63%-9.52%
Search Engine Visits Percent
google 30,951 91.47%
yahoo 1,915 5.66%
bing 751 2.22%
aol 144 0.43%
ask 50 0.15%
baidu 11 0.03%
Exact Keyword Visits Percent Landing Page Visits Percent
(not provided)31,125 91.99%/events 7,548 22.31%
san luis obispo 242 0.72%/3,945 11.66%
san luis obispo events 36 0.11%/activities 1,151 3.40%
san luis obispo ca 27 0.08%/events/461/thursday-farmers-market 891 2.63%
events in san luis obispo 18 0.05%/events/all/fairs_and_festivals 780 2.31%
san luis obispo farmers market 18 0.05%/our-area 743 2.20%
erot.co 17 0.05%/lodging 687 2.03%
san luis obispo county 16 0.05%/events/1791/rock-to-pier-fun-run-half-marathon 569 1.68%
avila beach 15 0.04%/community/avila-beach 527 1.56%
visit san luis obispo county 14 0.04%/events/178/central-coast-renaissance-festival 510 1.51%
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Feb Mar Apr May Jun Jul
Organic Visits Comparison
Prior Year Current Year
Page 3 of 16
Date: August 3, 2015
Client: Visit San Luis Obispo County
Date Range: July 1 - 31, 2015
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
TV Lovers 188
Movie Lovers 186
News Junkies & Avid Readers 138
Travel Buffs 138
Technophiles 136
Cooking Enthusiasts/Aspiring Chefs 130
Shutterbugs 114
Music Lovers 106
Health & Fitness Buffs 105
Cooking Enthusiasts 104
Other Categories:
Top 10 Categories Visits
News/Weather 64
Internet & Telecom/Email & Messaging 63
Arts & Entertainment/Celebrities & Entertainment News 62
Food & Drink/Cooking & Recipes 62
Online Communities/Social Networks 59
Arts & Entertainment/TV & Video/Online Video 41
Travel/Hotels & Accommodations 41
Real Estate/Real Estate Listings 40
Reference/General Reference/Dictionaries & Encyclopedias 36
Travel/Tourist Destinations/Beaches & Islands 36
Affinity Categories broaden the scope to identify users in terms of
lifestyle; for example, Technophiles, Sports Fans, and Cooking
Enthusiasts. These categories are defined in a similar way to TV
audiences, and represent an opportunity to understand the behavior
of your audience.
Other Categories are used to classify groups of users based on the
specific content they consume, along with how recently and
frequently they consume that content. This category data provides a
more focused view of your users, and lets you analyze behavior more
narrowly than Affinity Categories.
* Per Google
8.00%
11.67% 10.33%
15.33%
11.00%
4.67%
3.33%
8.33%
8.33%
8.67%
5.33%
5.00%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 4 of 16
Date: August 3, 2015
Client: Visit San Luis Obispo County
Date Range: July 1 - 31, 2015
Top Content:
Top Landing Pages Entrances Top Content Pages Pageviews
/events 8,773 /events 14,714
/7,781 /10,704
/activities 1,289 /our-area 2,668
/our-area 1,064 /events/all/fairs_and_festivals 2,625
/events/461/thursday-farmers-market 973 /events?page=1 1,910
/events/all/fairs_and_festivals 866 /activities 1,818
/lodging 841 /events/all/childrens_activities 1,689/blog/838/avila-beach-4-on-top-10-list-of-best-beaches-in-us-by-
better-homes-gardens 651 /lodging 1,489
/events/1791/rock-to-pier-fun-run-half-marathon 636 /events/461/thursday-farmers-market 1,262/blog/839/10-places-to-celebrate-the-4th-of-july-in-san-luis-obispo-
county 621 /deals 1,228
Geographic:
11%
11%
11% 4%
4% 2% 2%
2% 2% 1%
51%
Top Cities
Los Angeles San Luis Obispo San Francisco
Paso Robles Atascadero Arroyo Grande
(not set) Bakersfield Sacramento
Baywood-Los Osos Other
79.0%
1.4%
1.1% 1.0%
0.8% 0.7%
0.6%
0.6% 0.5%
0.5%
13.7%
Top States
California Texas Arizona New York
Nevada Washington Illinois Florida
Oregon Colorado Other
Page 5 of 16
16 TBID Annual Report 2013-14
2013-14 Financial Statement
Time Frame Amount
TBID Budget July 2013- June 2014 $1,020,000
2012-13 Carry-Over /Excess Revenue $104,098
Fund Balance $100,000
Total Budget Fiscal Year 2013-14 $1,224,098
Expenditure 2013-14
Rosetta Contract July 2013- June 2014 $600,000
SLO County VCB July 2013- June 2014 $104,997
Chamber of Commerce July 2013- June 2014 $ 25,000
STR Report $1,250
Central Coast Tourism Council $610
CA State Visitors Guide $2,500
Events Promotion $179,500
Tradeshows/ Conferences $ 27,500
Partnerships – Cal Poly, Nature Corps $ 103,500
Marketing/Advertising/Special Projects $20,789
City Administration/ Tourism Manager $100,500
Booking Engine- Helium $18,500
Strategic Plan Contractor/Expenses $25,000
Total Expenditure $1,209,646