HomeMy WebLinkAboutSeptember 9 2015 Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business
Improvement District Board
Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public
inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours.
TBID Board Agenda
Wednesday, September 9, 2015
10:00 A.M.
City Hall- Council Hearing Room
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, August 12, 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. 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. TOURISM WEBSITE REDESIGN 25 mins
The Marketing Committee and StudioGood will present the final website design for the City’s
tourism website, SanLuisObispoVacations.com, for the TBID Board review and approval.
2. TBID ANNUAL REPORT 15 mins
The Board will review the FY 2014-15 TBID annual report for recommendation to City Council
on October 20, 2015. Pending the City Council’s approval of the report, the annual public
hearing for the TBID will be scheduled for the November 3, 2015 City Council meeting.
3. TOURISM BROCHURE PRINTING BUDGET 10 mins
The Board will discuss the allocation of additional dollars from the available TBID budget for
the printing of the new tourism brochure.
TBID LIAISON REPORTS & COMMUNICATION
At this time board members make announcements, report on activities, refer to staff issues for study and
report back to the board at a subsequent meeting.
1. HOTELIER UPDATE – Liaison Reports
2. MANAGEMENT COMMITTEE UPDATE – Minutes: August 20, 2015 & August 25,2015
3. MARKETING COMMITTEE UPDATE – Minutes: August 12, 2015 & September 3, 2015
4. PCC UPDATE –Minutes: August 12, 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 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.
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
STR Report August 2015
Week of August 2 - 8
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 89.2 88.4 143.17 140.95 127.68 124.62 0.9 1.6 2.4 5.6 3.1 4.0
City of Pismo Beach 94.9 94.5 194.91 178.34 185.05 168.47 0.5 9.3 9.8 9.9 0.1 0.6
City of San Luis Obispo 93.1 93.4 158.56 140.80 147.54 131.49 -0.4 12.6 12.2 12.2 0.0 -0.4
Week of August 9 - 15
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 90.1 89.2 144.73 136.43 130.45 121.73 1.0 6.1 7.2 10.5 3.1 4.2
City of Pismo Beach 93.0 91.9 192.39 176.27 178.98 161.91 1.3 9.1 10.5 10.6 0.1 1.3
City of San Luis Obispo 93.1 89.8 152.94 138.66 142.36 124.48 3.7 10.3 14.4 14.4 0.0 3.7
Week of August 16 - 22
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 86.4 77.8 130.73 132.03 112.97 102.77 11.0 -1.0 9.9 13.4 3.1 14.5
City of Pismo Beach 89.2 83.0 171.85 162.62 153.24 134.99 7.4 5.7 13.5 13.6 0.1 7.5
City of San Luis Obispo 87.7 78.8 136.87 132.48 119.99 104.37 11.3 3.3 15.0 15.0 0.0 11.3
Week of August 23 - 29
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 74.8 67.2 128.64 133.65 96.28 89.86 11.3 -3.7 7.2 10.5 3.1 14.8
City of Pismo Beach 77.3 75.6 159.70 158.73 123.48 120.00 2.3 0.6 2.9 3.0 0.1 2.3
City of San Luis Obispo 76.3 69.2 130.44 135.18 99.59 93.54 10.3 -3.5 6.5 6.5 0.0 10.3
August
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 85.1 80.7 137.31 136.03 116.91 109.74 5.5 0.9 6.5 9.8 3.1 8.8
City of Pismo Beach 88.6 86.2 180.82 169.71 160.17 146.34 2.7 6.5 9.5 9.5 0.1 2.8
City of San Luis Obispo 87.4 82.8 145.12 137.06 126.86 113.47 5.6 5.9 11.8 11.8 0.0 5.6
RevPARADR
RevPAR
Running 28 Days - TY vs. LY
Occ %
Occ %
Current Week - TY vs. LY
Occ %
Current Week - TY vs. LY
RevPARADR
RevPAR
ADR
Occ %
Occ %
Percent Change
RevPAR
ADR
Current Week - TY vs. LY
Current Week - TY vs. LY
ADR
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
SLOTBID AGENCY REPORT September 2015
HAPPENING NOW:
• Media planning
• Website rebuild – creative development
• SAVOR planning – final details & deliverables
• PR/Marketing collaboration planning
• Cow Parade planning
• Video review, revisions and music
• Event worksheets
• Visitors Brochure
SANLUISOBISPOVACATIONS.COM UPDATES
• Ongoing site updates
• Events updates
-via dei Colori SLO
-Labor Day Getaway
-Thursday Night Farmers’ Market
• Events updates
SHARESLO UPDATES
• Community Blog Posts
-SLO Beach Tasting
-Say Cheese!
-Festival Mozaic Family Concert
-Festival Mozaic’s Portland Cello Project (2)
• Ongoing Community Management
• Events attended
-Mac & Cheese Festival in Avila
PARTNERSHIP/SPONSORSHIPS
• Cal Poly Athletics:
-:15 ShareSLO video provided
-CP Alumni copy in e-blast
-CP Athletics banner ad in e-blast
• CCTC Blogs:
-Welcome back Cal Poly Mustangs and
Parents
-Come visit us at SAVOR the Central Coast
LOOKING AHEAD:
• Helium launch
• Creative review for website
• SAVOR Central Coast
METRICS OVERVIEW
SESSIONS PAGE VIEWS UNIQUE
VISITORS REFERRALS
SanLuisObispoVacations.com 7,251 19,521 6,321
slocity.org
m.sanluisobispovacations.com
centralcoast-tourism.com
ShareSLO.com 1,508 2,174 1,372
m.facebook.com
facebook.com
l.facebook.com
GOSLO Mobile Experience 1,529 3,274 1,369
slocity.org
m.facebook.com
centralcoast-tourism.com
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
1,669
31,246
175,837
2,145
169
2,283
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
40
2,984
472
388
INSTAGRAM
New Followers
Total Followers
Total Engagements
#ShareSLO
356
2,844
2,452
1,684
August 2015
Report to City of SLO – TBID
Phone Line and Availability Contract
August 2015
Response to TBID Advertising
Week 1 Week 2 Week 3 Week 4 Aug 2015
Calls to
1-877-SLO-TOWN
3 6 9 2 20
Hotel Availability Tracker
Week 1 Week 2 Week 3 Week 4 Aug 2015
Email Response 6 6 5 9 26
Phone Calls to
Hotels
32 32 33 29 126
Hotel Referrals
Week 1 Week 2 Week 3 Week 4 Aug 2015
Visitors Served
(Walk-ins)
3999 3101 2788 2004 10,129
Farmers’ Market 2,000
Hotel Rooms
Referred
314 372 479 348
1,673
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
Tourism Business Improvement District
Management Subcommittee
Meeting Minutes
August 20, 2015 – 10:00 am
Hampton Inn
PRESENT: Pearce; Harris
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. Helium Update
Chad McNeill of Zeppelin, INC presented the Milestone #4 deliverable for the Helium booking
system for the committee’s review and discussion. Chad walked the committee through the backend
of the system functionality and the front end appearance to the visitor. The committee was unable to
use an AutoClerk test bench to understand the fully integrated system. The committee was pleased
with the overall look but had some concerns about the reservation process for completion. The
committee, staff and StudioGood noted several incomplete functions in the system. The committee
also expressed the concerns on the clarity and functionality of ongoing maintenance, customer service
issues and property issues, and reporting. Staff inquired on the analytics of the system for the on-
going tracking. Chad maintained that property analytics software would be used and the TBID, City,
or agency of record would not have access into the system. Additional areas of concern were
discussed. The committee would reconvene on August 25 to review and discuss the deliverable
approval.
2. New Business
Staff mentioned the following meeting times to the Committee for future discussion.
Committee directed staff to schedule these accordingly:
• August 25 at 3:00 pm
• September 22 at 3:00 pm
Tourism Business Improvement District
Management Subcommittee
Meeting Minutes
August 25, 2015 – 3:00 Pm
City Hall
PRESENT: Pearce; Harris
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. Helium Update
The committee evaluated the completion of the Milestone #4 deliverable for the Helium booking
system. The committee determined that the milestone was incomplete and outlined the areas to be
addressed for staff to communicate to Zeppelin, INC. (See Attached) The committee expressed
that all terms outlined must be met for the deliverable to be approved. Based on this
determination Helium final approval could not be scheduled until the October Board meeting at
the earliest.
2. Update on Internship
Staff provided an update to the committee on the status of the internship recruitment. Two interviews
had been held but an intern has not yet been selected due to the lack of time any of the qualified
applicants are available to commit.
3. New Business Items
Staff mentioned the following meeting times to the Committee for future discussion. Committee
directed staff to schedule these accordingly:
• Week of September 8 for Milestone #4 re-review (tentative)
• September 22 at 3:00 pm
Helium Milestone #4 Deliverable Requirements for Approval
QA Deliverable Requirements:
Tourism Business Improvement District
Marketing Subcommittee
Meeting Minutes
August 12, 2015 – 11:45 am
PRESENT: Walker; Phipps; Hutton
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. Website Rebuild Project: Creative Concepts
StudioGood presented 3 website creative concepts to the Marketing Committee for review. The
Committee was walked through each design and unique features. The Committee then discussed
each design and gave feedback. The Committee reached consensus to move forward with concept
version 1 with few edited design elements including but not limited to: larger logo, BOOK button
more prominent, limit or change circles, align rollover text with mobile version, add weather
icon.
2. New Business
Staff suggested the following dates for the Committee’s upcoming meetings. The Committee
approved and directed staff to schedule accordingly.
a. 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
Tourism Business Improvement District
Marketing Subcommittee
Meeting Minutes
September 3, 2015 – 9:30 am
PRESENT: Walker; Phipps; Hutton
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. Website Rebuild Project: Final Site Design & Copy
StudioGood presented the final website design to the Marketing Committee for review. The
Committee reviewed the design for each page style throughout the desktop and mobile site format.
The Committee provided feedback on the About SLO section within the footer and suggested moving
the TBID page listing to the bottom of the list. Overall the committee was very pleased with the
design comps. The Committee reached consensus to present the design to the TBID Board during the
September meeting with the recommendation to approve so the development could begin.
StudioGood also noted the complete copy detail and review that has been put together to accompany
the design comps for the development.
Recommendation: To approve the final website design and copy.
2. SAVOR 2015: Plan & Activation
BCA presented an update on the SAVOR 2015 Main Event booth plan and direction to the
Committee. As discussed with committee in June the booth will have an Art Bar experience. BCA
explained that artist Steve Thomas edited his vintage travel poster style artwork into a simplified line
drawing for the booth visitors to paint at the event. BCA showed the example of the piece before
being painted and then what it will look like when it is complete. Through partnership with SLO
Wine, wine will also be provided to the guests who paint. BCA highlighted a few of the objectives for
having the painting experience: 1. Cultural pillar by promoting the arts 2. more qualified time with
potential visitors 3. Added expose at SAVOR by having guests carry around the finished paintings.
BCA also discussed the Travel Stage demo and the tie into the arts as well.
3. New Business
Staff mentioned the following items to the Committee for future discussion. Committee directed staff
to schedule these accordingly:
• Event Funding Requests application period to be scheduled
• TBID Opportunities: CowParade 2016, Craft Beer Week
The committee also briefly discussed Bishop Peak as another new business item. Staff explained that
direct imagery of Bishop Peak was not to be used in any tourism promotion efforts as directed in the
Bishop Peak Conservation adopted by Council in July. Staff noted that work would be done to
outreach and educate properties on alternative open space areas to direct guests to enjoy. The
Committee expressed frustration over this issue because of the iconic nature of Bishop Peak to San
Luis Obispo. Staff will continue to work with the marketing teams, PR, various City departments and
TBID constituents on this direction.
Staff suggested the following dates for the Committee’s upcoming meetings. The Committee
approved and directed staff to schedule accordingly.
a. Meeting Dates:
i. October 1- Moved from 9/27
ii. October 22 – Regular Scheduled meeting – Website Final Approval
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
Visit San Luis Obispo County
2016 San Luis Obispo County Visitors Magazine
Production of the official 2016 San Luis Obispo County Visitors Magazine has begun! Visit San Luis
Obispo County is once again partnering with Pace Communications to produce a fresh, content rich
piece that is the gateway for tourists pursuing more information about our region's unique Culinary,
Coastal and Cultural assets. The magazine will continue to feature custom advertorial content,
original stories and compelling photography, creating a colorful, all-in-one, travel planner. Based on
the popularity of the newly designed 2015 Visitors Magazine, we are increasing production from
45,000 copies to 55,000 copies of the new magazine. Custom content space reservations are first-
come, first-served—so don’t miss this special year-round opportunity to speak directly to those who
are planning a visit to our area. View the Digital Media Kit here: http://bit.ly/1X7tCsG.
Space reservation is due November 20, 2015. Please call us at 805-541-8000 with questions.
- What’s New -
Activity Report, August 2015
SAVOR Media Preview Event
Volvo Presents Sunset SAVOR the Central Coast welcomed over 20 members of the local media to Edna
Valley Vineyards on Thursday, August 20 for an afternoon showcasing the new events, culinary
headliners and experiences happening at the sixth annual Sunset SAVOR the Central Coast. Attendees
enjoyed a three-course lunch prepared by participating SAVOR chefs including: popular food blogger and
author Brigit Binns, Chef Kenny Toledo of Thomas Hill Organics, and Chef Chiara Adorno of TenderFork.
Alongside wine pairings from Edna Valley Vineyards, the preview included a sneak peek at the musical
performances occurring during the brand new opening night event, Strings at Sunset, as well as the
opportunity to learn about this year’s new Adventure Tours, special events, dinners and more!
Sunset SAVOR the Central Coast Announces New $100 Combo Ticket
The $100 SAVOR Combo Ticket is here! This limited edition ticket package includes admission to Strings at
Sunset on Thursday, September 24 and the Main Event on Sunday, September 27. Only available from
September 1 until September 15, food and wine lovers will indulge in two of Sunset SAVOR the Central Coast’s
premier experiences for only $100, for a total savings of $70. Visit savorcentralcoast.com for details.
Visit SLO County Has Moved!
Visit San Luis Obispo County is pleased to announce that its office moved to the City of San Luis
Obispo on August 12th, putting the organization back in the hub of the county. The new office is
at 1334 Marsh Street, just east of Johnson Avenue. The image to the right is a rendering of our
new space, which is set to be completed early next year. Be sure to stop by and say hello!
NEW: Countywide STR Reports
As San Luis Obispo County’s tourism industry resource, Visit San Luis Obispo County has initiated a
subscription to weekly and monthly Smith Travel Research (STR) reports. On the third page of every
activity report will be a monthly report on 11 segments of San Luis Obispo County, as well as a
comparison with Monterey/Salinas, CA, Santa Barbara/Santa Maria, CA, and California as a whole.
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured in Food &
Beverage Magazine:
“Traveling with the
Editor”
The Olive Oil Cake at
Thomas Hill Organics
(left); and in
TravelingMom.com:
Morro Bay’s Skateboard
Museum
(right).
Trending
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 37,447
UNIQUE VISITORS: 30,571
PAGE VIEWS: 113,518
AVG. PAGE VIEWS/VISIT: 3.03
AVG. TIME ON SITE: 2:19
TOTAL ORGANIC TRAFFIC: 27,187
% OF ORGANIC: 73%
MOBILE VISITS: 15,432
MOST VISITED EVENT:
FARMERS MARKET – SAN LUIS
OBISPO (649 VIEWS)
TOTAL BLOG VISITS: 7,699
MOST SHARED BLOG: CHOOSE
YOUR OWN ADVENTURE: THE
CAMBRIA STORY
HTTP://BIT.LY/1PBYCFQ
VISIT SLO COUNTY
FACEBOOK
LIKES: 12,539 NEW: 158
TOT. IMPRESSIONS: 41,207
HIGHEST ENGAGEMENT:
#FANFRIDAY PHOTO OF SEAL AT
AVILA BEACH (309 ENGAGEMENTS)
MOST LIKED: #FANFRIDAY PHOTO
OF SEAL AT AVILA BEACH (240
LIKES)
FOLLOWERS NEW
TWITTER: 5,462 87
177.1K IMPRESSIONS
TWEETS: 6,039
PINTEREST: 608 8
PINS: 773
INSTAGRAM: 1,251 93
POSTS: 365
VISITOR GUIDE DIST.
WEB DOWNLOADS: 61
GUIDES DISTRIBUTED: 200
TOTAL: 261
MONTHLY E-SPECIAL
SUBSCRIBERS: 36,617
# OF OPENS: 7,408
# OF CLICK-THROUGHS: 757
THIS WEEK IN SLO COUNTY
CIRCULATION: 888
MOST CLICKED LINK:
SAVOR the Central Coast
Lodging Partner Information
Public Relations
• Delicious Magazine Australia – San Luis Obispo: Sept. 4-5
• Sarah Freeman, Destination of the World News (Dubai) – San Luis Obispo/Edna Valley: Sept. 6-7
• Sid Lipsey, Yahoo! Travel – San Luis Obispo, Paso Robles, Pismo Beach, Avila Beach: Sept. 10 & 13
• Holly Black, UK Daily Mail – Pismo Beach: Sept. 17-18
• Chris Flavell, UK Newsquest Midlands – Cambria: Sept. 21
• Peter Greenberg – Throughout San Luis Obispo County: Sept. 23-26
• Melanie Hearse – San Simeon, Cambria, Paso Robles, San Luis Obispo: Sept. 25-27
• Darcie Maranich, SuchTheSpot.com – TBD: Sept. 25-27
• Mike Osborne, AAP Network Australia – Cambria, Paso Robles and Pismo Beach: Sept. 27-28
• Visit California San Francisco Media Event: Sept. 29
Media
• HuffPost – 7 Great California Getaways Perfect for the End of Summer http://huff.to/1Ug1y7D
• Yahoo! Travel – 7 Small Town Summer Drive-In Theatres You Can’t Miss http://yhoo.it/1PFLsh5
• TravelingMom.com – Two Fun Days in Morro Bay http://bit.ly/1ErEUlm
• Food & Beverage Magazine – Traveling with the Editor http://bit.ly/1JqC64V
• About.com Travel – Getaway to Cambria http://abt.cm/1Eu2HRR
• 10Best.com – State of Grape: Take in One of These California Wine Fests http://bit.ly/1JnjBAB
Travel Trade
• UK SuperFAM – Paso Robles: Sept. 26-27, Finale Event in Sacramento: Sept. 30
Film Commission Update
San Luis Obispo County is slated to be featured in many upcoming commercials, still shoots
and online/TV productions. Credits include the Visit California Dreamers Commercial
(Morro Bay); the 2015 Toyota Avalon still camera shoot, (Avila Beach); Awesomeness TV
(Oceano Dunes); Travelocity's still camera shoot (Morro Bay State Beach); and an Audi Car
commercial (Oceano Dunes/Montana de Oro). Additionally, Animal Planet’s The Redwood
Kings continues to shoot their TV series throughout San Luis Obispo County.
Awesomeness TV to Air Episode Featuring Oceano Dunes
On September 19, Awesomeness TV will air an episode that highlights the
Oceano Dunes. The program, produced in partnership with Visit California, will
reach an aggregate base of 24 million subscribers. This episode is valued at
$50,000, and is anticipated to engage at least 400,000 viewers.
Visit California Commercial to Highlight SLO County
Visit California will highlight San Luis Obispo County in its newest “California
Dreamers" commercial. The commercial includes a clip of a “bubblesmith” blowing
a gigantic bubble in front of the iconic Morro Rock. This opportunity is the result of
Visit San Luis Obispo County’s continued strategic partnership with Visit California.
July 2015 vs July 2014 Lodging Statistics (STR, Inc.)
Santa Barbara/ Santa Maria
Monterey/Salinas
California