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10-20-2015 Item 15 - 2014-15 TBID Annual Report
Meeting Date: 10/20/2015 FROM: Derek Johnson, Assistant City Manager Prepared By: Molly Cano, Tourism Manager SUBJECT: 2014-15 TBID ANNUAL REPORT RECOMMENDATION 1. Receive and approve the Tourism Business Improvement District (TBID) Board’s 2014-15 annual report; and 2. Adopt a resolution of intention to levy and collect assessments within the TBID area in fiscal year 2015-16 at the same rate as in fiscal year 2014-15. DISCUSSION Background In June 2008 Council adopted Ordinance 1517 establishing a tourism business improvement district as requested by the local lodging industry. The district was formed under the State’s Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets and Highways Code and incorporated into the City’s Municipal Code under Chapter 12.42. Pursuant to Municipal Code Section 12.42.060 and Sections 36530 and 36533 of the State’s Parking and Business Improvement Law, the appointed TBID Advisory Board is to submit an annual report (Attachment A) that outlines the past year’s efforts and how the funding was used and to what effect. Section 35634 further requires that after the approval of the annual report, the Council shall adopt a resolution of intention (Attachment B) to levy an annual assessment for that fiscal year. The resolution also sets a public hearing in order to receive any written or oral protests against the continuation of the district as required by the applicable statute. Annual Report On September 9, 2015, the TBID Board met in its regular monthly meeting to finalize the 2014- 15 annual report (Attachment C). Public noticing for the TBID Advisory Board meeting was performed through the posting of the agenda on the City’s website and in the kiosk in front of City Hall by 5:00 pm on September 4, 2015. For convenience, the agenda was also distributed to TBID constituents and stakeholders via email. The annual report reiterates the use of the TBID funds within the defined marketing platform that guides the strategy used to deliver on the TBID’s objective and goals. The report content includes: 1. TBID Background and Advisory Body 15 Packet Pg. 154 2. 2014-15 Year by the Numbers 3. Strategic Plan Implementation and Program Approach 4. 2014-15 Summary of Activities 5. 2014-15 Financial Statement 6. Looking Ahead to 2015-16 7. Charts and Graphs showing various results Next Steps Should the City Council approve the annual report and adopt the resolution of intention, a public hearing will be noticed for November 3, 2015. The public hearing will allow hoteliers to submit comments, voice concerns, and protest the assessment. As set forth in Sections 36524 and 36525 of the California Streets and Highways Code, the Council has the ability to continue the proposed citywide TBID at this public hearing, unless oral or written protests are received from City hoteliers that pay 50% or more of the proposed assessments. In that event, the Council cannot consider continuation of the TBID in the City of San Luis Obispo for at least one year. Noticing Schedule Legal notices regarding the City Council’s review and approval of the TBID annual report were sent to TBID properties on Friday, October 9, 2015. For convenience, the link to the agenda was also distributed to TBID constituents and stakeholders via email. FISCAL IMPACT The current unaudited year-end TBID revenues for 2014-15 are $1,364,468, which is approximately $60,000 more than the budgeted amount. In 2015-16, the TBID projected revenue is $1,369,875 and is budgeted for program costs including staffing. Approximatel y $27,376 is budgeted to cover the City’s administrative costs associated with collecting and disbursing the assessment. ALTERNATIVE The City Council may choose to not approve the report or levy the assessment. This is not recommend as the advisory body has fully reviewed the report and recommended the approval to City Council in order to move forward with the Public Hearing for the Tourism Business Improvement District. Attachments: a - SLOTBID Annual Report 2014-15 b - Resolution of Intention 11.3.15 c - 09-09-2015 TBID Minutes_DRAFT 15 Packet Pg. 155 1TBID Annual Report 2014–15 TOURISM BUSINESS IMPROVEMENT DISTRICT ANNUAL REPORT 2014–15 15.a Packet Pg. 156 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 2TBID Annual Report 2014–15 LETTER FROM CHAIR Every year since the inception of the Tourism Business Improvement District (TBID) in October 2008, San Luis Obispo has seen remarkable growth in the tourism industry. The 2014-15 year is no exception. In fact this fiscal year marked the highest collection of Transient Occupancy Tax (TOT) in the history of San Luis Obispo at an unprecedented growth rate of 12% over the previous year. In addition our lodging properties have returned to steady occupancy rates that meet or exceed business prior to the recession. The TBID Board has been steadfast in our programs, strategic planning, and long term vision. In 2014-15 we contracted with a new agency team of record, Barnett Cox & Associates (BCA) and StudioGood to lead our marketing efforts. Through this contract the TBID has accomplished the complete rebrand, made headway in new target markets like San Diego, and expanded results of our strategic partnerships. We dedicated our efforts to the first year of implementation to our 5-year Strategic Clarity Plan and are excited to share the results with the City Council, the TBID stakeholders, and interested citizens. As we forge into 2015-16, we are eager to begin the work efforts to implement our new Marketing Plan developed by our marketing agencies, BCA and StudioGood and under the guidance of our Marketing Committee. We look toward expanded partnerships with the SLO Chamber of Commerce for public relations efforts, particularly the expansion in targeted blogger outreach. Finally, we are encouraged by the new dedication to countywide destination marketing through the newly formed Tourism Marketing District. Through this fusion of efforts, in 2015-16 we will continue to bring incredible value to San Luis Obispo. Sincerely, Nipool Patel Lamplighter Inn & Suites TBID Board Chair 15.a Packet Pg. 157 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 3TBID Annual Report 2014–15 TABLE OF CONTENTS Background on TBID 4 2014-15 Year by the Numbers 6 Strategic Plan Implementation and Program Approach 7 TBID Activities 8 2014-15 Financial Statement 18 Looking Ahead to 2015-16 19 Appendix 20 15.a Packet Pg. 158 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 4TBID Annual Report 2014–15 BACKGROUND ON TBID 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 lodg- ing industry. The assessment of two percent (2%) 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 follows: “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 a second term for a maximum of eight years. 2014-15 Advisory Board NAME PROPERTY TERM Clint Pearce - Past Chair Madonna Inn 3/31/2019 (2nd term) Dean Hutton Apple Farm 3/31/2017 (2nd term) Kevin Phipps Embassy Suites 3/31/2019 Matthew Wilkins Sands Inn & Suites 3/31/2016 Nipool Patel - Chair Lamplighter Inn 3/31/2016 (2nd term) LeBren Harris Hampton Inn 3/31/2017 Kimberly Walker Granada Inn 3/31/2017 (2nd term) 15.a Packet Pg. 159 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 5TBID Annual Report 2014–15 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 2014-15, the Board met in 12 regular monthly meetings and 1 special meeting. Additionally, based on the implementation of the TBID 5-year Strategic Plan, the Board divided into two standing subcommittees. The Management Subcommittee and the Marketing Subcommittee is each made up of the three Board members. The Marketing Subcommittee members also serve on the joint Event Promotion Subcommittee with three members of the Promotional Coordinating Committee (PCC) to consider event sponsorship commitments. In order to keep the lodging constituency abreast of all TBID business, the Board is assigned properties to laisse. 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. An example of the focused communication and outreach by the Board liaisons during the year was for the purpose of the proposed Countywide Tourism Marketing District. In 2014-15, the TBID Board also hosted a member appreciation event in partnership with Cal Poly Athletics. 15.a Packet Pg. 160 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 6TBID Annual Report 2014–15 2014-15 YEAR BY THE NUMBERS The 2014-15 fiscal year produced major growth in the tourism industry in San Luis Obispo. The City collected more than $6.8 million dollars (+12.3%) in transient occupancy tax (TOT). Every month within the year out paced the same month in the prior year. Overall the collections surpassed the City’s forecasted growth of 7% which contributed to a significant increase into the City’s General Fund. Occupancy was upward trending every month in record breaking numbers. For example, January occupancy grew 11% based on the year over year comparison. The 2014-2015 fiscal year concluded with average annual occupancy rate over 73% (+4.4%) and the Average Daily Rate (ADR) up nearly 7.5% at $129.17. The downtown Visitor Center served over 80,000 (+12.8%) in-person guests. San Luis Obispo lodging properties had over twenty sell out weekends in 2014-15, more than have ever occurred in previous years. 2014-15 Year by the Numbers MEASUREMENT RESULT % CHANGE TOT $6,803,224 12.3 % Occupancy 73.1% 4.4 % ADR $129.17 7.4 % RevPAR $95.85 12.6 % See the appendix for complete graphs. 15.a Packet Pg. 161 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 7TBID Annual Report 2014–15 STRATEGIC PLAN IMPLEMENTATION AND PROGRAM APPROACH In 2014-15 the TBID began the focused implementation of the 5-year Strategic Clarity Plan, a document that serves as the framework for the direction and decisions made by the TBID Board for the tourism program. The plan defines the work programs for the TBID and is used as a guide for the decisions made for the overall promotion of San Luis Obispo. Within the plan, the TBID identified five Strategic Imperatives: • Deliver Smart Growth • Develop the SLO Brand • Build Meaningful Partnerships • Contribute to an Unforgettable SLO Experience • Ensure Organizational Excellence Each imperative has a distinct list of metrics used to gauge the success of the implementation. The 2014-15 fiscal year is the benchmark year from which the accomplishments of the plan will be tracked. 2 Mission The SLO TBID builds awareness to grow tourism, serving as the voice of San Luis Obispo. Values Integrity | Accountability | Adaptability | Collaboration | Determination | Innovation Unique Role of Value The SLO TBID provides the City of SLO with comprehensive tourism brand management through strategic partnerships and a robust marketing and promotional budget. Vision In SLO TBID manages the brand for the destination of San Luis Obispo, delivering balanced growth of tourism, with creativity and integrity. Vision Out San Luis Obispo is an unforgettable place where visitors engage in a unique lifestyle they aspire to, become emotionally attached, and return for renewal. Brand Intention Heart Side: Happy | Pride of Place | Inspiring | Relaxed | Rejuvenating Head Side: Experiential | Beautiful | Artisinal | Healthy | Authentic Strategic Imperatives Deliver Smart Growth | Develop the SLO Brand | Build Meaningful Partnerships | Contribute to an Unforgettable SLO Experience | Ensure Organizational Excellence Unique Value Proposition San Luis Obispo is an authentic and inviting California community where you can play, taste, explore, relax, and recharge. Strategic Clarity Strategic Clarity The elements of our Strategic Clarity are the SLO TBID’s “North Star” for the upcoming five fiscal years, setting the level of expectation and the tone and tenor of everything we plan. As we move into defining specific initiatives, our Strategic Clarity will serve as a touchstone. Vision In What kind of organizational culture are we committed to being? Vision Out What is the ideal future state we will strive to create? What are we committed to making happen?Mission What is most important to us as we strive to realize our vision? What is the focus of our work?Values What are the fundamental beliefs that shape how we work together to serve our mission? Unique Role of Value What unique and valuable role do we play amongst our peer organizations? HOW do we provide value? Strategic Imperatives What must be accomplished during the planning horizon? Unique Value Proposition What unique and sustainable value does the destination of San Luis Obispo deliver? WHY San Luis Obispo? Brand Intention WHAT is the experience we want our destination to be known for? 15.a Packet Pg. 162 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 8TBID Annual Report 2014–15 TBID ACTIVITIES Branding The TBID manages the tourism brand for the destination of San Luis Obispo, delivering balanced growth of tourism with creativity and integrity. In 2014-15 the TBID underwent a complete rebrand for San Luis Obispo tourism promotion and the ShareSLO campaign. This decision was in alignment with the Strategic Plan imperative to “Develop the SLO Brand” and based on visitor research collected by Strategic Marketing Group showing the lack of association between San Luis Obispo as a travel destination and the “Sincerely, California” logo and tagline. In September the new tourism logo and brand specifications were implemented and the advertising campaign “It Means Something Different Here” was launched across digital and print channels. In addition, the Board implemented design changes to the ShareSLO campaign including a new logo design, brand specifications, blog design, and social branding. The redesign of both these brands created an opportunity to begin to address internally the TBID Strategic Plan initiative of “breaking the SLO brand log jam.” Brand Messaging Pillars: • Cultural • Culinary • Outdoor • Family A 15.a Packet Pg. 163 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 9TBID Annual Report 2014–15 Digital www.SanLuisObispoVacations.com The City’s official tourism website is designed primarily for consumers, but also serves the travel trade, meeting planners, TBID members and media. It features robust content including a detailed calendar of events, lodging property listings, itinerary suggestions and featured press coverage. In 2014-15, the site garnered nearly 275,000 page views annually from over 80,000 users. Monthly, there was an average of 7,200 users, 8,500 sessions, and 23,000 pages views on the website. m.SanLuisObispoVacations.com The TBID mobile website offered users a gamified mobile experience, called GoSLO. Through the GoSLO game, users can identify their SLO persona and are provided with a list of itinerary items based on that persona. This assists users in planning what to do while they visit San Luis Obispo. Over 81% of traffic to GoSLO were California visitors, with 41% of those visitors coming from out of market - San Francisco, San Jose, San Diego and Los Angeles combined. The trends show that visitor interest continues to grow primarily through mobile traffic. 2014-15 Activities Included: • Site reskin • ShareSLO Integration • SEO • Initial site audit and recommendations • Monthly report and keyword data • Preparation for Helium integration USERS SESSIONS PAGE VIEWS See the appendix for complete graphs. ACTIVITY MEASUREMENTS FOR DIGITAL TRAFFIC SLOVacations.com 84,262 101,850 273,989 m.SLOVacations.com 39,630 46,086 94,320 Cumulative Web Traffic 123,892 147,936 367,309 15.a Packet Pg. 164 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 10TBID Annual Report 2014–15 Advertising Print Advertising Limited print advertising placements were reintroduced to the TBID’s media mix through BCA in the 2014-15 fiscal year. Traditional print campaigns are an important tool to reach niche market visitors primarily in the mature demographic and to reinforce travel inspiration and build brand awareness for the destination. Print advertising was placed in the following publications: LA Times Travel Section, San Francisco Chronicle Destinations, Sunset Magazine and Touring and Tasting Magazine. The TBID also participated in a cooperative advertising opportunity through Visit San Luis Obispo County in the California State Travel Guide and lodging specific ads were placed in regional visitor publications including: SLO Chamber Visitors Guide, Visit SLO County Visitors Guide, and SLO Wine Map. Online Banner Advertising Target marketing, message tailoring, flexible rates, creativity, exposure, speed, and measureable ROI are the top reasons for the growth and attractiveness of online advertising for the TBID. Online campaigns and the reliance on technology continues to be the most effective marketing and advertising tool to target the drive markets in California for leisure travelers to San Luis Obispo. Through BCA, the TBID continues to use branded banner advertising to maximize online reach for the promotion of San Luis Obispo through strategic placement on top travel and lifestyle sites including: Facebook, Twitter, Google Display, Sunset.com, TripAdvisor, Weekend Sherpa, Bay Area News Group online, and LATimes.com. The TBID’s click through rate (.38%) is far higher than industry average (.1%). All print and digital advertising is directed toward the website or the toll-free phone number for more information on San Luis Obispo. CUMULATIVE PRINT ADVERTISING MEASUREMENTS Total Number of Advertising Outlets 8 Total Number of Placements 10 Total Print Reach (Circulation) 2,068,679 CUMULATIVE DIGITAL ADVERTISING MEASUREMENTS Total Number of Impressions 9,985,825 Total Number of Clicks 38,210 CTR % .38% 15.a Packet Pg. 165 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 11TBID Annual Report 2014–15 Email Marketing The TBID utilizes e-newsletters to market regularly to potential visitors regarding activities in SLO. This builds brand loyalty and encourages repeat visitation and an extended length of stay. The newsletter promotes upcoming events and special promotions as well as compli- ments our seasonal advertising campaigns and public relations outreach. 2014-15 Dedicated Newsletters: • SAVOR • Roll out the Barrels • Holiday promotion • SLO Getaway Giveaway NEWSLETTER ACTIVITY MEASUREMENTS Total Number of Newsletters Sent 8 Total Number of Opens 31,625 Database Size 17,000 Social #SHARESLO Through the ShareSLO program, the TBID leverages user generated content to promote San Luis Obispo activities, events and businesses to increase the appeal of and loyalty to San Luis Obispo. ShareSLO content is created by a select group of ShareSLO Influencers whose cumulative social reach organically extends the San Luis Obispo message. Paired with the network of engaged social fans on Facebook, Twitter, and Instagram and the adoption of the #ShareSLO hashtag within those social channels, the TBID is able to aggregate the organic social chatter surrounding San Luis Obispo and display it on ShareSLO.com to better tell our story from the local’s point-of-view. StudioGood leverages tools like social listening reports and user analytics to guide the digital conversation to achieve our brand goals. In 2014-15, the ShareSLO cumulative social fan base grew by 21,186 (+171%) fans and followers across Facebook, Twitter, and Instagram. 15.a Packet Pg. 166 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 12TBID Annual Report 2014–15 SHARESLO PROGRAM MEASUREMENTS Total Number Blog Post 30 Events Attended 18 Total Number of Sessions on ShareSLO.com 14,184 Total Hashtag Uses (Instagram & Twitter only) 7,414 SHARE SLO SOCIAL MEASUREMENTS FACEBOOK 2014-15 RESULTS New Fans 17,615 Total Fans 27,541 Total Reach 3,005,131 Ave Daily Engaged Users 188 Total Engagements 14,152 INSTAGRAM 2014-15 RESULTS New Followers 1,523 Total Followers 2,217 Total Engagements 12,326 Total Use #ShareSLO Users 3,317 Total Engagements 14,152 TWITTER 2014-15 RESULTS New Followers 2,048 Total Followers 2,942 Total Engagements 3,884 Total Use #ShareSLO 4,097 2014-15 Activities Included: • New ShareSLO Logo Design • Website redesign and updated user experience • New approach to ShareSLO program • Identified 17 Influencers to join the team • Published 30 new blog posts • Influencers attended 18+ events as a representative of the ShareSLO program and promoted event attendance through their social media channels and ShareSLO.com 15.a Packet Pg. 167 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 13TBID Annual Report 2014–15 PUBLIC RELATIONS In 2014-15 Public Relations (PR) activities were not a direct area of concertation for the TBID. The PCC held a dedicated contract with the SLO Chamber for Public Relations efforts; however the TBID supported the projects, efforts, and hosting to ensure the complete San Luis Obispo story was delivered. Overview On behalf of the City’s community promotions program, the SLO Chamber works hard to build professional relationships with media outlets and representatives in various markets to build and maintain awareness of the San Luis Obispo as a travel destination. Media is supplied with current information, editorial content, story ideas and imagery. In 2014-15, the PR activities have generated at least 233 total mentions in press editorials, publications and online articles. Press Releases A total of 30 press releases were issued by the Chamber of Commerce to promote tourism in San Luis Obispo during the fiscal year. Press releases supported the San Luis Obispo tourism brand pillars of a cultural, culinary, outdoor and family destination. Media Visits Media visits or press trips are secured to promote the destination with the goal of securing valuable editorial coverage. In 2014-15 over 45 media outlets were hosted, both domestic and international. Top domestic and international media outlets hosted include: ELLE France, Fodor’s Travel, USA Today, New York Times, and HelloGiggles.com. Top Media Coverage: • New York Times • International Traveller • San Francisco Chronicle PUBLIC RELATIONS MEASUREMENTS Total Number of Media Outlets Hosted 45 Press Releases Issued 30 Number of Mentions 233 15.a Packet Pg. 168 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 14TBID Annual Report 2014–15 Sales Consumer Trade Shows The TBID is dedicated to maximizing the TBID trade show strategy. Consumer trade shows provide the TBID an opportunity to take San Luis Obispo on the road to key drive markets. The booth featured key information on San Luis Obispo including lodging information, maps and upcoming events. Shows were selected based on their anticipated attendance, quality of attendees, and target drive market location. Booth visitors were presented with the call- to-action to enter to win a $500 San Luis Obispo Getaway Giveaway. In addition to one-on- one conversation with potential visitors, the TBID also met with numerous travel media and operators in-booth. Trade Shows Attended: • Los Angeles Travel & Adventure Show • Bay Area Travel & Adventure Show • San Diego Travel & Adventure Show • Sunset Celebration Weekend CONSUMER TRADE SHOW MEASUREMENTS Number of Shows Attended 4 Newsletter Registrations Collected 2,370 Number of Brochures Distributed 3,500 FAM Number of FAM Trips Hosted 3 Number of Participants Hosted 46 Travel Trade Familiarization Trips Familiarization (FAM) Trips showcased San Luis Obispo to tour operators and trade media from the UK and China. FAM Trip itineraries highlighted the core visitor experiences in and around San Luis Obispo and showcased numerous tourism partner businesses. The purpose of hosting these FAM is to educate key international trade on the products and experiences in San Luis Obispo in an effort to attract new international travel business. 15.a Packet Pg. 169 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 15TBID Annual Report 2014–15 Event Promotion In 2014-2015, the TBID sponsored, promoted, and was represented at more than a dozen local events of different shapes and sizes. Over the course of the year, the TBID developed an event strategy to ensure all SLO TBID-sponsored events are well-aligned with the brand, and expectations and best practices are clear. These new guidelines allow the TBID to reach visitors before, during, and after an event takes place, which in turn arms us with the tools we need to leverage events to put heads in beds. TBID Sponsored Events: • Cal Poly’s Open House • SLO Marathon, 5K + Family Fitness Day • San Luis Obispo Concours • SLO Jazz Festival • Cal Poly Orientation • SIXEL Airport Conference • Eroica • Roll Out the Barrels • Festival Mozaic • Sunset SAVOR the Central Coast EVENT SPONSORSHIP MEASUREMENTS Number of Events Sponsored 10 Estimated Total Number of Event Attendees Reached through Sponsorship 33,050 Total Sponsorship Investment $137,000 15.a Packet Pg. 170 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 16TBID Annual Report 2014–15 Industry Relations Visit California The Visit California partnership has been critical in the growth of our brand within the California Tourism product. San Luis Obispo has received coverage though the marketing activities performed by Visit California including travel trade, press, and industry outreach. Monthly submissions are uploaded to Visit California for media outreach, trade contacts, and newsletter content. The TBID attended the Visit California Outlook Forum educational event in the spring. Central Coast Tourism Council The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose marketing efforts accomplish collectively what no single tourism entity can do alone—promote the entire California Central Coast as a destination and maximize our members’ tourism revenue. The CCTC serves as the Central Coast’s voice in Sacramento and partners with California Tourism’s global marketing and advertising campaigns. The TBID is actively involved in CCTC with the Tourism Manager as the Marketing Committee Chair and a Regional Board Member. In 2014-15, the TBID leveraged the CCTC activities through media and trade leads, blog and social presence, and travel trade leads. San Luis Obispo also represented CCTC in hosting an educational luncheon event in Sacramento for over 40 Visit California Staff to expand the knowledge and awareness of the Central Coast and San Luis Obispo. Visit San Luis Obispo County 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 also encompasses group sales, film commission, countywide public relations, and countywide special events like Restaurant Month, Wine Month, and Savor the Central Coast. In 2014-15, the TBID invested significant time in outreach and discussion to solidify support for the formation of the Countywide Tourism Marketing District. 15.a Packet Pg. 171 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 17TBID Annual Report 2014–15 Strategic Partnerships The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing San Luis Obispo as a destination which makes the TBID more efficient in promotional activities. The TBID’s strategic partnerships allow the marketing agencies to build relationships with the organizations below, elevating the destination as a whole. Promotional opportunities with each organization give the TBID new platforms and audiences to build brand awareness. Top partnerships achievements include: Cal Poly Athletics • TBID is the exclusive hotel industry sponsor to advertise with Cal Poly Athletics • TBID promotion, logo, and web link was included in monthly email newsletters to 50,000 subscribers SLO Wine • Deployed 92 e-newsletters with SLO TBID logo which resulted in 10,000 click throughs to the TBID website • Hosted 6 travel, lifestyle, and wine writers in San Luis Obispo for Media Tour resulting in media coverage in: PASTE magazine, Monterey Weekly, Monterey Herald, USA TODAY SLO Chamber of Commerce • Provided an 800-number separate phone line exclusively for the TBID. Only SLO TBID properties will be recommended through this phone line. Over 420 calls were received on the phone line • Hotel referrals to TBID properties nearly doubled in 2014-15 to 4,390 total referrals RaceSLO.com • TBID sponsored and designed the inflatable RaceSLO race arch to be used for all RaceSLO.com events for the next three years REFERRALS TO SANLUISOBISPOVACATIONS.COM FROM STRATEGIC PARTNER WEBSITES Centralcoast-tourism.com 1745 sessions Slowine.com 693 sessions Slomarathon.com 488 sessions Gopoly.com 100 sessions Visitsanluisobispocounty.com 54 sessions 15.a Packet Pg. 172 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 18TBID Annual Report 2014–15 2014-15 FINANCIAL STATEMENT INCOME SOURCE 2014-15 TOT Revenue Assumption (Revised with Supplement) $6,289,800 TBID Assessment (20% of TOT Revenue) $1,257,960 Administration Overhead (2% of TBID Assessment) $(25,159) Tourism Manager Salary (.75 FTE) $(78,800) 2013-14 Excess Revenue $121,500 Fund Balance $100,000 TBID Program Budget $1,275,501 UNAUDITED EXPENDITURES CONTRACTS BCA/Studio Good Marketing Contract $650,000 Visit San Luis Obispo County $105,000 Chamber of Commerce $28,000 Helium $121,500 Race Arch $10,000 PARTNERSHIPS Cal Poly Athletics $95,500 SLO Wine $10,000 SLO Wine Rooms $1,000 EVENTS PROMOTION General Events Promotion $107,501 SAVOR 2015 $40,000 TRADESHOWS Travel Shows $25,000 SAVOR Booth Build Out $2,500 Tourism Conferences $3,000 Sunset Celebration Weekend $2,000 TOURISM ORGANIZATIONS/RESEARCH CCTC $1,000 Smith Travel Report $1,500 SUPPORT/ MEETINGS Tourism Manager Expenses $2,500 Digital Assets- Video/Photography $43,000 2014 SLO Chamber VG Ad $3,299 Visit CA Presentation $1,000 Total Allocated Expenditure* $1,253,300 *This figure represents the total allocated expenditures. The difference will be viable for carryover to the 2015-16 program budget. 15.a Packet Pg. 173 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 19TBID Annual Report 2014–15 LOOKING AHEAD TO 2015-16 As the TBID moves into 2015-16, the Board is committed to continued implementation of the strategic plan. As stated in the marketing plan, BCA and StudioGood will update the SLO TBID Marketing Plan each fiscal year. It is imperative to acknowledge trends, be observant of growth or decline and make changes according to the current tourism climate on an ongoing basis. The SLO TBID Marketing Plan coupled with the SLO TBID Strategic Clarity Plan provides a foundation for building the City of SLO brand and establishing real tactics for consistently improving tourism in the City of San Luis Obispo. The highest priority Strategic Clarity Plan initiatives for the 2015-2016 fiscal year are: • Deliver smart growth • Develop the SLO brand • Contribute to an unforgettable SLO experience The key program activities include: • Integrated, responsive SanLuisObispoVacations.com • New videography & photography • Integrated PR effort with SLO Chamber • New tradeshow possibilities • Competitive research • Launch of the booking engine In addition the TBID is looking forward to growing the district membership, to include the recently permitted homestay properties. The implementation of the Countywide Tourism Marketing District will also create new opportunities to leverage additional outreach to promote San Luis Obispo. 15.a Packet Pg. 174 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 20TBID Annual Report 2014–15 TOT Chart 2014–2015 0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $5,000,000 $6,000,000 $7,000,000 $8,000,000 2014-152013-142012-132011-122010-112009-10 APPENDIX TOT Month to Month 2014–2015 $0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000 $800,000 2013-14 2014-15 JuneMay AprilMarFebJanDecNovOctSeptAugJuly 15.a Packet Pg. 175 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 21TBID Annual Report 2014–15 Occ Month to Month 2014–2015 2014-15 2013-14 0 20 40 60 80 100 June May April March February January December November October September August July APPENDIX ADR Month to Month 2014-2015 June May April March February January December November October September August July 2013-14 2014-15 0 30 60 90 120 150 15.a Packet Pg. 176 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) 22TBID Annual Report 2014–15 APPENDIX RevPar Month to Month 2014–2015 $0 $30 $60 $90 $120 $150 2014-15 2013-14 June May April March February January December November October September August July 15.a Packet Pg. 177 At t a c h m e n t : a - S L O T B I D A n n u a l R e p o r t 2 0 1 4 - 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) RESOLUTION NO. XXXX (2015 Series) A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR 2015-16 WHEREAS, the Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets and Highways Code, authorizes cities to establish business improvement districts for several purposes, one of which is promotion of tourism; and WHEREAS, the lodging businesses within the proposed City of San Luis Obispo Tourism Business Improvement District had requested the City of San Luis Obispo establish such a self-assessment improvement district in 2008; and WHEREAS, the San Luis Obispo Tourism Business Improvement District was established in July 2008 and incorporated into the Municipal Code under Chapter 12.42; and WHEREAS, the assessment went into effect on October 1, 2008; and WHEREAS, the City Council appointed an advisory board to provide oversight, guidance, and recommendations regarding the use of the assessment funds; and WHEREAS, the City Municipal Code and the Parking and Business Improvement Law require the advisory board to prepare and submit an annual report stating proposed changes, improvements and activities for the fiscal year; and WHEREAS, notices regarding the approval of the annual report were sent on October 9, 2015 to all assessed properties. NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of San Luis Obispo as follows: a) That the Tourism Business Improvement District Annual Report for fiscal year 2014/15 as filed by the advisory body is hereby approved. b) The San Luis Obispo City Council proposes to continue the established Tourism Business Improvement District in the City of San Luis Obispo in accordance with City Municipal Code Chapter 12.42 and the California Streets and Highways Code, sections 36500 et seq. (Parking and Business Improvement Law of 1989). 15.b Packet Pg. 178 At t a c h m e n t : b - R e s o l u t i o n o f I n t e n t i o n 1 1 . 3 . 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) Resolution No. _____ (2015 Series) Page 2 R ______ c) The assessment levied by the Tourism Business Improvement District shall be used to promote lodging at the hotels within the district and administer a marketing program that increases overnight hotel stays pursuant to the set goals. d) The assessment will be levied and allocated by the City of San Luis Obispo. e) The assessment is proposed to be levied on all “hotels”, as that term is defined in San Luis Obispo Municipal Code section 3.04.020, to wit: any structure, or any portion of any structure, which is occupied or intended or designed for occupancy by transients for dwelling, lodging or sleeping purposes, and includes any hotel, inn, tourist home or house, motel, studio hotel, bachelor hotel, lodging house, rooming house, apartment house, dormitory, public or private club, mobile home or house trailer at a fixed location, or other similar structure or portion thereof. f) The assessment shall be based on two percent (2%) of gross room rent. g) New hotels shall not be exempt from immediate assessment. h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42 and the Parking and Business Improvement Law of 1989, section 36535 of the Streets and Highways Code, is to allow for comments on the District and proposed assessment, and is hereby set for 6 P.M., Tuesday, November 3, 2015, before the City Council of San Luis Obispo at the City Council Chambers at 990 Palm Street, San Luis Obispo, California. i) At the public hearing, the testimony of all interested persons for or against the continuation of the District, the boundaries of the District, or the furnishing of specified types of improvements or activities will be heard. j) Any protest against the continuation of the City of San Luis Obispo Tourism Business Improvement District and the levying of the assessment, or any aspect thereof, may be made in writing. A protest may be withdrawn at any time before the conclusion of the public hearing. Any written protest shall contain a description of the business in which the person signing the protest is not shown on the official records of the City of San Luis Obispo as the owner of the business, then the protest shall contain or be accompanied by written evidence that the person is the owner of the authorized representative of the business. Any protest as to the regularity or evidence of the proceedings shall be in writing and clearly state the irregularity or defect to the City of San Luis Obispo at 990 Palm Street, San Luis Obispo, CA 93401. k) If, at the conclusion of the public hearing, there are of record, written protests by the owners of businesses within the proposed San Luis Obispo Tourism Business Improvement District that will pay fifty percent (50%) or more of the total assessments of the entire San Luis Obispo Tourism Business Improvement District, no further proceedings to continue the San Luis Obispo Tourism Business Improvement District shall occur. New proceedings to form the San Luis Obispo 15.b Packet Pg. 179 At t a c h m e n t : b - R e s o l u t i o n o f I n t e n t i o n 1 1 . 3 . 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) Resolution No. _____ (2015 Series) Page 3 R ______ Tourism Business Improvement District shall not be undertaken again for a period of at least one (1) year from the date of the finding. If the majority of written protests are only as to an improvement or activity proposed, then that type of improvement or activity shall not be included in the San Luis Obispo Tourism Improvement District. BE IT FURTHER THEREFORE RESOLVED, the City Clerk is instructed to provide notice as required by the City Municipal Code Chapter 12.42 and the Parking and Business Improvement Law of 1989, section 36534, subpart (a)(7) of the Streets and Highways Code, to wit: the City Clerk shall give notice of the public hearing by causing the resolution of intention to be published once in a newspaper of general circulation in the City no less than seven days before the public hearing. Upon motion of _______________________, seconded by _______________________, and on the following roll call vote: AYES: NOES: ABSENT: The foregoing resolution was adopted this _____ day of _____________________ 2015. ____________________________________ Mayor Jan Marx ATTEST: ____________________________________ Jon Ansolabehere Interim City Clerk APPROVED AS TO FORM: _____________________________________ J. Christine Dietrick City Attorney IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the City of San Luis Obispo, California, this ______ day of ______________, _________. 15.b Packet Pg. 180 At t a c h m e n t : b - R e s o l u t i o n o f I n t e n t i o n 1 1 . 3 . 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) Resolution No. _____ (2015 Series) Page 4 R ______ ______________________________ Jon Ansolabehere Interim City Clerk 15.b Packet Pg. 181 At t a c h m e n t : b - R e s o l u t i o n o f I n t e n t i o n 1 1 . 3 . 1 5 ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) Minutes Tourism Business Improvement District Board Wednesday, September 9, 2015 Regular Meeting of the Tourism Business Improvement District Board CALL TO ORDER A Regular Meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on Wednesday, September 9, 2015 at 10:04 a.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Patel. ROLL CALL Present: Committee Members Dean Hutton, Kevin Phipps, Matthew Wilkins, and Chair Nipool Patel Absent: Committee Members Kimberly Walker, LeBren Young-Harris, and Vice-Chair Clint Pearce Staff Present: Tourism Manager Molly Cano and Recording Secretary Kevin Christian PUBLIC COMMENT ON NON-AGENDA ITEMS Tom Halen, Managing Partner of the town of Harmony, introduced the “Cow Parade Art Exhibit” concept and discussed various charities that the exhibit benefits. He requested to be agenized in a future meeting to do a full presentation as they are bringing this exhibit to the area in 2016. CONSENT AGENDA ITEMS MOTION BY BOARD MEMBER PHIPPS, SECOND BY BOARD MEMBER WILKINS, CARRIED 4-0, to approve Consent Calendar Items C1 thru C6. PRESENTATION ITEMS 1. MARKETING AGENCY MONTHLY REPORT Representatives of BCA + StudioGood presented a report on the marketing activities over the past month with the following highlights: 1) Interactive painting activity at the booth during the SAVOR event, 2) Video review – PNG Films is working to provide materials in time to coordinate release with the new website, 3) Event Worksheets have been created to help document and track event goals and expectations, and 4) the Visitors Brochure will debut at SAVOR. A metrics overview was presented showing increases since September 2014, with the exception of GOSLO mobile being down. It was noted 15.c Packet Pg. 182 At t a c h m e n t : c - 0 9 - 0 9 - 2 0 1 5 T B I D M i n u t e s _ D R A F T ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) City of San Luis Obispo, Title, Subtitle Draft – Tourism Business Improvement District Board Minutes of September 9, 2015 Page 2 that #ShareSLO is making progress in use. Twitter ads are no longer being run. They may be used in the future, to be decided on a case by case basis. BUSINESS ITEMS 1. TOURISM WEBSITE REDESIGN TBID Marketing Committee and StudioGood, presented the final website design, discussing usability and content on both desktop and mobile platforms. Integration to #ShareSLO was specifically noted, along with multiple ways to link to the booking tool. The “All Things To Do” feature was highlighted and a description on how it will work on the mobile interface was provided, along with a demonstration of how users can sort by categories. The committee gave input on how to rank what items should display at the top of the interface in the “Things To Do” category. MOTION BY BOARD MEMBER PHIPPS, SECOND BY BOARD MEMBER HUTTON, CARRIED 4-0, to approve the design as presented. 2. 2014-15 TBID ANNUAL REPORT Tourism Manager Cano reviewed the draft annual report, noting that it is necessary as part of the TBID bylaws and will be presented to City Council on October 20, 2015. MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER WILKINS, CARRIED 4-0, to approve the report as presented. 3. TOURISM BROCHURE PRINTING BUDGET Tourism Manager Cano reviewed the tourism brochure print budget and noted that there is a need for additional pages in the brochure as well as additional quantity, resulting in a higher than budgeted cost. Advised that the original budget was for 35,000 copies of a 30 page brochure for a total budget of $12,500. Presented a variety of quantity options for the Board’s consideration, recommending a year’s supply of 40,000 copies of a 46-page brochure. The Board discussed concerns about the perishable nature of the content and their understanding of the demand for the product. MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER HUTTON, CARRIED 4-0, to approve the additional expenditure for a quantity of 45,000 brochures, an expenditure increase of $7,102, with funding coming from the TBID unallocated program budget. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE 15.c Packet Pg. 183 At t a c h m e n t : c - 0 9 - 0 9 - 2 0 1 5 T B I D M i n u t e s _ D R A F T ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) City of San Luis Obispo, Title, Subtitle Draft – Tourism Business Improvement District Board Minutes of September 9, 2015 Page 3 John Lozano, Director of Sales at the Courtyard Marriot, was introduced by Tourism Manager Cano. 2. MANAGEMENT COMMITTEE UPDATE Board Member Wilkins commented on the “punch list” items being worked on for the launch of Helium and the need to complete them quickly. Tourism Manager Cano noted that once these are done, “Milestone 4” will return to the committee for approval. The completion of “Milestone 4” signifies that booking tool is launch ready. 3. MARKETING COMMITTEE Referred to the presentation given earlier. 4. PCC UPDATE Tourism Manager Cano reviewed the Promotional Coordinating Committee meeting minutes of August 12, 2015. 5. VISIT SLO COUNTY UPDATE Board Member Phipps noted that Visit SLO County’s Board seats are filled, with the exception of Pismo Beach, and its bylaws have been updated. Noted that there was concern about continuing with SAVOR’s “Opening Night” in the future due to a lack of sales, but also noted the concept of it being paired with San Luis Obispo’s Thursday night Farmers Market as a cost saving effort. Tourism Manager Cano advised that if the County Tourism Marketing District’s (TMD) “prism” study, which profiles visitors to San Luis Obispo County, goes live that hotels will be approached for consumer data. It was noted that a presentation to the Visit SLO County Board would occur in the future to vote on the study. 6. TOURISM PROGRAM UPDATE Tourism Manager Cano advised that an intern is still being sought and indicated that it should be someone who can work 15-20 hours per week. It was noted that the Central Coast Tourism Council (CCTC) will have a mixer and marketing workshop at the Madonna Inn. The mixer will be held on October 15th and it isn’t necessary to be a CCTC member. The workshop will be held on October 16th and is for members only. Tourism Manager Cano reminded the Board that the presentation of the Annual Report to City Council will be on October 20, 2015, and the Public Hearing will be held November 3, 2015. Other important dates reviewed were the Marketing Committee meeting to be held on October 1, 2015 and the Management Committee meeting to be held on September 22, 2015. ADJOURNMENT The meeting adjourned at 11:09 a.m. Respectfully submitted, Kevin Christian Recording Secretary 15.c Packet Pg. 184 At t a c h m e n t : c - 0 9 - 0 9 - 2 0 1 5 T B I D M i n u t e s _ D R A F T ( 1 1 4 0 : 2 0 1 4 - 1 5 T B I D A n n u a l R e p o r t ) Page intentionally left blank. City of San Luis Obispo Tourism Business Improvement District: FY 2014-15 Annual Report Established in 2008 7-member Advisory Board 2% assessment on lodging properties “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.” Deliver Smart Growth Develop the SLO Brand Build Meaningful Partnerships Contribute to an Unforgettable SLO Experience Ensure Organizational Excellence Strategic Partnerships •SLO Chamber of Commerce •Cal Poly Athletics •SLO Wine Country •RaceSLO.com Industry Relations •Visit California •Central Coast Tourism Council •Visit San Luis Obispo County 2014-15 Summarized Financials Anticipated Revenue: $1,364,468 Total Program Budget: $1,275,501* Unaudited Expenditures $1,253,300 * includes carryover from 2012-13 **The difference will be available for carryover to the 2015-16 program budget. 2015-16 Revenue Projection $1,369,875 Recommendation 1. Receive and approve the Tourism Business Improvement District (TBID) Board’s 2014-15 annual report. 2. Adopt a Resolution entitled “A Resolution of the City Council of the City of San Luis Obispo, California, declaring its intention to continue the San Luis Obispo Tourism Business Improvement District, to continue the basis for and to levy the assessment for the district, and to set a date for the public hearing on the district and the assessment for 2015- 16” at the same rate as in fiscal year 2014-15. (Public Hearing to be scheduled for November 3, 2015) CITY OF SAN LUIS OBISPO AFFIDAVIT OF MAILING STATE OF CALIFORNIA j COUNTY OF SAN LUIS OBISPO) SS. CITY OF SAN LUIS OBISPO j AFFIDAVIT OF MAILING NOTICE OF PUBLIC MEETING — TBID ANNUAL REPORT AND INTENT TO LEVY ASSESSMENT I, ANTHONY J. MEJIA, declare as follows: That I am the City Clerk of the City of San Luis Obispo; that copies of the Notice of Public Meeting before the City Council of the City of San Luis Obispo, in conjunction with the above - referenced project, were mailed to each and every person set forth on the attached list on the 9th day of October, 2015. A copy of said Notice is attached. Said mailing was completed by causing a copy of said Notice, with postage prepaid, and depositing same in the U.S. Mail at San Luis Obispo, California. I declare under the penalty of perjury that the foregoing is true and correct. Executed on the 9th day of October, 2015 at San Dais Obispo, California. NY J. MEDIA CITY f ^^V ii Q C..L Vd 0 an C f9 a s U r9 aj N v O `° N O C PO C'�X cu C (6 cyY E 0) > O 'c :ri av E > O u o CO ao u p 'r m n a ba n o - 0- o a o a p o U y — Lr; a a U ra (� - 11 ;' u .E a � '� o ' t _0 w w O O - w 'p vl c p O e C L i y Q. 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SLO STUDIO LOFT Sunbeam Motel Super 8 Motel Vagabond Inn Villa San Luis Motel MEETING: 10/20/2015 ITEM: TBID ANNUAL REPORT MAILING LIST 950 OLIVE ST 2015 MONTEREY ST 345 MARSH ST 2060 MCCOLLUM ST 1001 OLIVE ST 1964 JOHNSON AVE 1605 CALLE JOAQUIN 604 HENDERSON AVE STE 200 652 MORRO ST 625 TORO ST 333 MADONNA RD 1212 GARDEN ST 1126 MORRO ST 1530 CALLE JOAQUIN 978 OLIVE ST 1800 MONTEREY ST 1076 PACIFIC ST 920 OLIVE ST 1617 SANTA ROSA ST 140 KENTUCKY ST 2475 JOHNSON AVE 781 PEACH ST 2074 MONTEREY ST 1604 MONTEREY ST 2050 GARFIELD ST 1575 MONTEREY ST 100 MADONNA RD 269 LOS CERROS DR 1433 CALLE JOAQUIN 1625 CALLE JOAQUIN 2001 MONTEREY ST 1473 MONTEREY ST 1631 MONTEREY ST 1000 OLIVE ST 1585 CALLE JOAQUIN 214 MADONNA RD 1941 MONTEREY ST 404 SANTA ROSA ST 1825 MONTEREY ST 1930 MONTEREY ST 1265 MILL ST 1895 MONTEREY ST 3361 BARRANCA ST 1656 MONTEREY ST 1951 MONTEREY ST 210 MADONNA RD 1670 MONTEREY ST SAN LUIS OBISPO, CA 93405 -2360 SAN LUIS OBISPO, CA 93401 -2617 SAN LUIS OBISPO, CA 93401 -3820 SAN LUIS OBISPO, CA 93405 -2106 SAN LUIS OBISPO, CA 93405 -2361 SAN LUIS OBISPO, CA 93401 -4132 SAN LUIS OBISPO, CA 93405 -7214 SAN LUIS OBISPO, CA 93401 -2646 SAN LUIS OBISPO, CA 93401 -2707 SAN LUIS OBISPO, CA 93401 -2828 SAN LUIS OBISPO, CA 93405 -6506 SAN LUIS OBISPO, CA 93401 -3914 SAN LUIS OBISPO, CA 93401 -3604 SAN LUIS OBISPO, CA 93405 -7205 SAN LUIS OBISPO, CA 93405 -2360 SAN LUIS OBISPO, CA 93401 -2614 SAN LUIS OBISPO, CA 93401 -3624 SAN LUIS OBISPO, CA 93405 -2360 SAN LUIS OBISPO, CA 93401 -3721 SAN LUIS OBISPO, CA 93405 -1428 SAN LUIS OBISPO, CA 93401 -5349 SAN LUIS OBISPO, CA 93401 -2214 SAN LUIS OBISPO, CA 93401 -2618 SAN LUIS OBISPO, CA 93401 -2930 SAN LUIS OBISPO, CA 93401 -2636 SAN LUIS OBISPO, CA 93401 -2927 SAN LUIS OBISPO, CA 93405 -5489 SAN LUIS OBISPO, CA 93405 -1271 SAN LUIS OBISPO, CA 93405 -7203 SAN LUIS OBISPO, CA 93405 -7214 SAN LUIS OBISPO, CA 93401 -2617 SAN LUIS OBISPO, CA 93401 -2925 SAN LUIS OBISPO, CA 93401 -2929 SAN LUIS OBISPO, CA 93405 -2362 SAN LUIS OBISPO, CA 93405 -7205 SAN LUIS OBISPO, CA 93405 -5409 SAN LUIS OBISPO, CA 93401 -2615 SAN LUIS OBISPO, CA 93405 -2440 SAN LUIS OBISPO, CA 93401 -2613 SAN LUIS OBISPO, CA 93401 -2616 SAN LUIS OBISPO, CA 93401 -2814 SAN LUIS OBISPO, CA 93401 -2613 SAN LUIS OBISPO, CA 93401 -6070 SAN LUIS OBISPO, CA 93401 -2930 SAN LUIS OBISPO, CA 93401 -2615 SAN LUIS OBISPO, CA 93405 -5409 SAN LUIS OBISPO, CA 93401 -2930 d> n � C 69 O o� N N O 0 G O r 0 cn .0 O V) O C) ITI r i or) a 'TI ~d C) O N C `., ,j z�° xr �O C) C~ ..d m0 7� >� W CL O C'n ^s C O CD (D CD 1W � C, o C) C/) N O c) CD O o0 o o W N uo 0 o✓ O 7 7 ® 7 c Q.�+ m O I � O- 5 E N 0 7 fi W M m C a �.��- C) N7 6� a' �. 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