HomeMy WebLinkAbout11-18-15 - TBID 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, November 18, 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, October 14, 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 FINAL APPROVAL 20 mins
StudioGood will present the final website design for the Board’s approval for site launch.
2. DIGITAL ASSETS PROJECT COMPLETION 10 mins
BCA will present the final videos based on the tourism marketing pillars for the Board’s review.
3. HELIUM UPDATE 15 mins
The Management Committee will discuss the status of the Helium deliverable and contract for
the Board’s consideration and direction.
4. TRADESHOW DELEGATION 5 mins
The Board will discuss the selection process for the member delegates representing the TBID at
the upcoming tradeshows.
5. COW PARADE SLO COUNTY 10 mins
The Marketing Committee will present the recommendation for funding of Cow Parade SLO
County for the Board’s consideration.
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: October 27, 2015 & November 6, 2015
3. MARKETING COMMITTEE UPDATE – Minutes: October 22, 2015 & November 12, 2015
4. PCC UPDATE –Minutes: October 14, 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 November 13,
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.
STR Report October 2015
Week of October 4 - 10
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 79.7 76.9 134.35 129.88 107.07 99.83 3.7 3.4 7.3 10.6 3.1 6.9
City of Pismo Beach 85.1 84.2 145.86 138.44 124.10 116.64 1.0 5.4 6.4 6.5 0.1 1.0
City of San Luis Obispo 82.8 83.1 135.51 127.53 112.26 105.99 -0.3 6.3 5.9 5.9 0.0 -0.3
Week of October 11 - 17
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 79.4 75.0 138.37 131.28 109.89 98.52 5.8 5.4 11.5 15.0 3.1 9.1
City of Pismo Beach 85.3 82.8 147.41 139.87 125.75 115.80 3.0 5.4 8.6 8.7 0.1 3.1
City of San Luis Obispo 83.5 81.5 136.38 125.88 113.82 102.57 2.4 8.3 11.0 11.0 0.0 2.4
Week of October 18 - 24
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 77.1 81.9 137.37 128.69 105.88 105.37 -5.9 6.7 0.5 3.6 3.1 -2.9
City of Pismo Beach 80.4 82.9 149.95 140.58 120.57 116.57 -3.0 6.7 3.4 3.5 0.1 -3.0
City of San Luis Obispo 79.4 80.5 146.16 132.67 116.11 106.86 -1.4 10.2 8.7 8.7 0.0 -1.4
Week of October 25 - 31
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 69.8 64.2 124.22 119.47 86.72 76.70 8.7 4.0 13.1 16.6 3.1 12.1
City of Pismo Beach 62.7 66.0 127.69 124.78 80.04 82.35 -5.0 2.3 -2.8 -2.7 0.1 -5.0
City of San Luis Obispo 61.9 65.1 118.40 117.92 73.27 76.74 -4.9 0.4 -4.5 -4.5 0.0 -4.9
October
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 76.5 74.5 133.86 127.66 102.38 95.11 2.7 4.9 7.6 11.0 3.1 5.9
City of Pismo Beach 78.4 79.0 143.71 136.52 112.62 107.84 -0.8 5.3 4.4 4.5 0.1 -0.7
City of San Luis Obispo 76.9 77.6 135.06 126.42 103.86 98.04 -0.8 6.8 5.9 5.9 0.0 -0.8
RevPARADR
RevPAR
Running 28 Days - TY vs. LY
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Occ %Percent Change
ADR
Current Week - TY vs. LY
Occ %
Current Week - TY vs. LY
RevPARADR
RevPAR
ADR
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Occ %RevPAR
Current Week - TY vs. LY
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ADR
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2015
Media Releases
Record year for SLO tourism
Wrote and distributed press release regarding tremendous 2014-15 year for SLO City tourism.
Media/Community Relations
1. Worked with the city to provide economic development and visitor information to
TheMortgageReports.com for their newly launched Cities Spotlight” series where they
feature some of the best cities across the U.S.
2. Submitted the following for consideration in Visit California’s What's New in California
Winter 2015/16:
a. The Station
b. East Wellbeing & Tea
c. Libertine Brewing Company
d. SLO Provisions
e. La Esquina
3. Submitted the following for consideration in Visit California’s CA B-Side (Done This, Try
That):
a. Try a Different Happiest Place
b. Done Museums, Try Art After Dark
c. Love the wine? Come back to SLO for beer
d. Paths less traveled in San Luis Obispo (alternative hikes)
e. You’ve seen SLO, now make it your own
4. Provided photos to Peter Greenberg line producer, Tim Hill, for his article about San
Luis Obispo.
5. Worked with David Monico with RaceSLO to promote the SLO Marathon as a
destination race.
6. Worked with CCTC to coordinate trip for Yahoo travel writer Lisa McElroy. Her focus
was outdoor and arts activities so we met up and hiked Terrace Hill, toured downtown
SLO and discussed the abundance of arts events.
7. Worked with Visit San Luis Obispo County to coordinate trip for Yahoo writer Sid
Lipsey.
8. Pitched San Luis Obispo travel deals to Alison DaRosa, writer of the Travel Deals
Column for the San Diego Union-Tribune.
9. Coordinated the SLO portion of a trip for Canadian World Traveler journalists Michael
Morcos and Natalie Ayotte.
10. Worked with CowParade SLO to identify community stakeholders who might be
interested in the program.
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2015
11. Continued to work with the city, Barnett Cox & Associates and StudioGood on overall
tourism marketing campaign.
Media Relations/Placement
1. Discovering Food & Wine in San Luis Obispo County
Peter Greenberg line produce Tim Hill describes his experiences in San Luis Obispo
including behind the scenes experiences at Café Roma and Claiborne Churchill
arranged by the SLO Chamber.
Unique Views: 2,341,739
http://petergreenberg.com/2015/10/15/food-wine-san-luis-obispo-county/
2. The Best Train Trips From Los Angeles
Lalist recommends utilizing Amtrak’s Pacific Surfliner for a weekend getaway to San
Luis Obispo from Los Angeles. The blog refers various restaurants, bars and shops
downtown, as well as the Madonna Inn as can’t miss spots.
Unique Views: 198,526
http://laist.com/2015/10/08/best_train_trips.php
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2015
3. Explore California’s Other Wine Country
Smart Meetings magazine describes the Central Coast as being “chock-full of
opportunities for meetings.”
Unique Views: 217,585
http://pubs.royle.com/publication/?i=274089&pre=1
4. Best Towns to Raise a Family in California
San Luis Obispo ranks in Niche’s top 20 best places to raise a family. Numbers based
on school ratings, crime rates, age demographics, and access to affordable housing and
childcare.
https://local.niche.com/rankings/towns/best-places-for-
families/s/california/?utm_source=fbPPC_lRanking_CA_tff&utm_medium=Social&utm_c
ampaign=fbPPC_lRanking_CA_tff
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2015
5. Embassy Suites en San Luis Obispo
Veronica, founder of ViajandoPor.com, discusses her experience at the Embassy
Suites in San Luis Obispo.
Over 223,000 followers
http://www.viajandopor.com/hotel-embassy-suites-san-luis-obispo/
6. 7 Basic Must Do’s In San Luis Obispo
Cara Benson Daisy Barringer with the Odyssey online, lists the top things to do when
visiting America’s Happiest City.
http://theodysseyonline.com/cal-poly/7-to-dos-in-the-happiest-city-in-america/193076
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2015
7. San Luis Obispo collects record amount of tourism lodging revenue
The Tribune article discusses SLO City tourism successes in 2014-15
Unique Views: 504,143
http://www.sanluisobispo.com/news/business/article41206326.html
8. Friday Favorites
Sacramento based blogger, Lendy Salazar, highlights the Apple Farm on her Favorite
Road Trip.
http://www.twoplusluna.com/2015/10/friday-favorites_23.html
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2015
9. Record year for SLO tourism
KSBY describes the successes in SLO tourism in 2014-15.
Unique Views: 222,894
http://www.ksby.com/story/30331893/record-year-for-slo-tourism
10. Take it SLO: A Guide to San Luis Obispo
Amtrak’s blog highlights places to eat and things to do in San Luis Obispo.
http://blog.amtrak.com/2015/10/take-slo-guide-san-luis-obispo/
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2015
11. WinterMezzo will feature music of Mozart, Paginini, Sibelius
The Adobe Press discusses Festival Mozaic’s upcoming WinterMezzo I – the first of
this season’s two chamber music series.
Circulation: 7,700
http://theadobepress.com/entertainment/article_ced395ea-ba4e-5b72-ae14-
58c6d85e12ed.html
12. Best Apple Picking Near Los Angeles
CBS Los Angeles lists See Canyon Fruit Ranch as one of their best places to pick
apples.
Unique Views: 1,194,883
http://losangeles.cbslocal.com/top-lists/best-apple-picking-near-los-angeles-2/
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2015
13. Art After Dark: When the sun goes down, the art comes out
Mustang News article overviews Arts Obispo’s reoccurring Art After Dark.
Circulation: 6,000
http://mustangnews.net/art-dark-sun-goes-art-comes/
14. Madonna Inn
LA based blogger of MoonChild, summarizes her weekend stay in San Luis Obispo.
Focusing on the Madonna Inn, she also mentions her experiences in Downtown SLO.
http://lr-moonchild.blogspot.com/2015/10/madonna-inn.html
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2015
15. Dia de los Muertos festivities set Sunday in Nipomo, SLO
Adobe Press article features GIA recipient Dia de los Muertos festival in article about
cultural celebrations.
Circulation: 7,700
http://theadobepress.com/news/local/columnist/jacqueline_frederick/article_299e1a29-
ae36-52e5-b04f-2080ee8a0531.html
SLOTBID AGENCY REPORT October 2015
HAPPENING NOW:
• 2015-2016 media underway
• 2015-2016 events planning
• Website launch strategy
• Video launch strategy
• Tradeshow strategizing
• Poppy Awards submitted
• Trails map for hotels
• San Diego E-blast & Getaway Giveaway
• Cal Poly Alumni E-blast & Alumni
Getaway Giveaway
SANLUISOBISPOVACATIONS.COM UPDATES
• New pages
-Cal Poly Parents Weekend (Homecoming)
• Ongoing SEO
SHARESLO UPDATES
• Community blog posts
-Learn How to Fly: Aerial Silks
-Kreuzberg Oktoberfest
-SLO Happy Hours
-Downtown Walking Tours: Café Style
-SLO’s Cast of Characters Star in Upcoming
‘Cav & Pag’
-Avila Beach Concerts at the Cove
• Ongoing community management
• Events attended
-Cal Poly Homecoming Football Game
(+ticket giveaway)
PARTNERSHIP/SPONSORSHIPS
• Cal Poly Athletics
-Radio spots submitted for basketball
-Homecoming game ticket giveaway
-CP Athletics Facebook Page post
• CCTC Blogs
-Blog Posts
-ShareSLO Picture of the Week (x3)
LOOKING AHEAD:
• Website launch & Helium Integration
• Holidays planning & ads
• Visit SLO County Ad
• SF Chronicle Destination Ad
SESSIONS PAGE VIEWS UNIQUE
VISITORS REFERRALS
SanLuisObispoVacations.com 5,192 12,834 4,564
slocity.org
m.sanluisobispovacations.com
centralcoast-tourism.com
ShareSLO.com 3,367 4,477 2,922
m.facebook.com
facebook.com
l.facebook.com
GOSLO Mobile Experience 1,232 2,380 1,147
slocity.org
tpc.googlesyndication.com
shareslo.com
index.about.com
m.facebook.com
centralcoast-tourism.com
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
1,318
35,719
286,309
3,333
271
3,888
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
51
3,073
245
238
INSTAGRAM
New Followers
Total Followers
Total Engagements
#ShareSLO
420
3,686
3,539
2,336
MERTICS OVERVIEW October 2015
Report to City of SLO – TBID
Phone Line and Availability Contract
October 2015
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
Week
5
Oct 2015
Calls to
1-877-SLO-TOWN
0 5 1 1 0 7
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Week
5
Oct 2015
Email Response 9 11 9 7 9 45
Phone Calls to
Hotels
29 27 29 31 29 145
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Week
5
Oct 2015
Visitors Served
(Walk-ins)
928 1,770 1,733 1,583
3,423 9,437
Farmers Market n/a 489 400 580 1,020 2,489
Hotel Rooms
Referred
188 381 234 508
551 1,862
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$ 774,501$ 5.8%84.7 84.7 0 144.08$ 150.35$ 4.3 122.01$ 127.37$ 4.4
September 416,859$ 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 15.5%72.7 75.8 4.4 127.59$ 137.53$ 7.8 92.73$ 104.30$ 12.5
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$ 2,262,473$ 72.95 82.90 128.83$ 149.09$ 95.34$ 124.11$
Occupancy ADR RevPAR
Figures from Smith Travel Research report
Tourism Business Improvement District
Management Subcommittee
Meeting Minutes
October 27, 2015 – 3:00 pm
919 Palm Street
PRESENT: Pearce; Wilkins; Harris
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. Helium Milestone Review & Consideration
The committee evaluated the status of the completion of the Milestone #4 for the Helium booking
system. Communication between staff and the vendor has taken place however the required action of
AutoClerk certification has not been provided. The committee discussed that concern over the delay
in the process. Staff reported that status updates have been requested often. The committee directed
staff to prepare legal options for the Board to consider at the November Board meeting should
Milestone #4 not be delivered on/before the Board meeting.
Action: Staff is to work with Attorney’s office to prepare legal options for the TBID Board to
consider at the November Board meeting.
2. Strategic Clarity Plan Next Steps
The committee reviewed the assigned year two Strategic Plan initiatives and discussed the approach
to complete them this fiscal year. The committee identified the priority items to be: Surveys, member
engagement, and member communication tool.
Action: Staff will begin work on the development of a Director of Sales and Marketing event for
engagement.
3. New Business Items
Staff mentioned the following meeting times to the Committee for future discussion. Committee
directed staff to schedule these accordingly:
• December 1 at 3:00 pm
Tourism Business Improvement District
Management Subcommittee
Meeting Minutes
November 6, 2015 – 12:30 pm
City Hall
PRESENT: Pearce; Wilkins; Harris
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. Helium Milestone #4 Review & Consideration
The committee discussed the status of the Milestone #4 deliverable. Staff reported the Zeppelin had
submitted the email certification from AutoClerk earlier in the week. Commissioner Wilkins reported
that he had verified the approval with AutoClerk directly. The committee discussed that this satisfied
their requirement with the Milestone #4 deliverable. Commissioner Harris expressed concern over the
remaining incomplete components beyond the Auto Clerk certification. The committee acknowledged
that the system is not perfect but it will be useful for the constituents.
Action: Pearce/Wilkins to approve the release of Milestone #4 payment to Zeppelin for Helium.
The committee also discussed with StudioGood the impact this will have on the launch of the new
website. StudioGood explained that Helium has been designed around the look of the old website
design and would need to be reskinned to match the website design. The committee agreed that
further delaying the launch of the website was not recommended. StudioGood outlined the timeline
for the projected integration of Helium into the website with the new design for January 13 Board
meeting. The committee agreed this was the appropriate approach.
The committee also discussed the quality of communication and the working relationship between
Zeppelin, staff and the agency. The committee directed staff to address functional communication
concerns with Zeppelin.
Lastly, the committee discussed scheduling the review of Milestone #5 at the November Board
meeting. Since the committee was making the recommendation to delay the Helium launch for the
reskinning until January, the intended soft launch period between Milestone 4 and Milestone 5 would
not be feasible at this point in time.
Tourism Business Improvement District
Marketing Subcommittee
Meeting Minutes
October 22, 2015 – 9:30 am
PRESENT: Hutton; Walker
STAFF PRESENT: Molly Cano, Tourism Manager; Emma Maltbaek, Tourism Intern
BUSINESS ITEMS
1. Potential Future Event Discussion
Joey Leslie and Doug Klein, representatives from StudioGood, discussed a possible event called the
San Luis Obispo’s Business and Entrepreneur Festival. They provided background on the significance
of business and entrepreneurship in SLO. The event would bring people back to SLO multiple times a
year. Cal Poly and Downtown SLO would share venues with a shuttle service between to the two
locations. TBID agreed that the event sounded beneficial for the city, and in line with their Big Idea
event they have been working toward. They asked StudioGood to provide more information and
details at a future meeting.
Recommendation: The Committee to recommend StudioGood to discuss future economic plans,
allocate a budget, propose dates, and find an event planning team.
2. Digital Asset Project Update
Courtney Meznarich, a representative from Barnett Cox & Associates presented revised final videos
to the Committee. TBID discussed what platforms the videos will be played on. BCA and
StudioGood decided that the films will be put on the new website, played at tradeshows, and
uploaded to social media. The Committee agreed to move forward and the final videos will be
presented at the November 18, 2015 monthly TBID Board meeting. The committee also discussed
adding Digital Asset Project to SLO Film Festival sponsorship.
3. 2015-2016 Media Plan
The 2015-2016 Media Plan budget was presented to the Committee by Shari Clark of BCA and
Chelsea Harden from StudioGood. BCA explained Coop Opportunities through Visit SLO County
and StudioGood described the importance of SEO and discussed Facebook and Twitter advertising.
The 2015-2016 Media Plan is based off of the prior year.
4. CowParade SLO
The Marketing Committee discussed the benefits and drawbacks of the sponsorship request from
CowParade SLO. TBID discussed the option of sponsoring 1 or 2 cows to showcase at the north and
south gateways into SLO. The Committee agreed to research more options prior to their next meeting
before moving forward with a sponsorship recommendation.
5. 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. November 12 – Rescheduled November meeting (due to Thanksgiving)
Tourism Business Improvement District
Marketing Subcommittee
Meeting Minutes
November 12, 2015 – 9:30 am
PRESENT: Hutton; Patel
STAFF PRESENT: Molly Cano, Tourism Manager; Emma Maltbaek, Tourism Intern
BUSINESS ITEMS
1. Website Project: Final Review
StudioGood walked the Committee through the final website design highlighting the itinerary option,
blog posts, and hotel page. The Committee praised StudioGood for their dedication and creativity to
the project. Overall, the Committee is pleased with the final product. StudioGood then discussed the
two-phase website launch strategy for the upcoming months. Phase 1 will use promotional tactics to
increase traffic to the site during the week of November 30. Phase 2 is dedicated to increasing traffic
to the website and booking system, Helium, beginning in January.
2. Final Video Review
BCA explained that PMG Film had technical difficulties uploading the various videos. However, the
Committee watched the master video from the homepage of the new website. BCA explained that the
final videos including the master, 40 seconds, and 15 seconds videos will have the new website URL
at the end to direct traffic back to the website. The Committee decided to show the master video, the
40 seconds videos, and one 15 seconds video at the November 18, 2015 monthly TBID Board
meeting.
3. CowParade SLO
The Committee discussed the marketing and sponsorship requests from CowParade SLO and
considered the benefits and drawbacks of the possible options. The Committee agreed that they
should sponsor at least one cow. After discussing the budget, the Committee decided that sponsoring
a media package and hosting journalists in SLO is the most beneficial option for them.
Recommendation: To ask CowParade SLO for a sponsorship of $17,000 total including $12,000
cash for 2 cows and up to $5,000 in-kind to host journalists.
4. Mid-Year Event Promotion Timeline
The Committee reviewed the schedule of the mid-year event promotion applications for
recommendation at the January 13, 2016 TBID Board Meeting. Possible dates include
December 14, 2015 and December 21, 2015. The first week of January 2016 will be used for
final review before the January 13, 2016 meeting.
5. New Business
Staff suggested the scheduling meeting times for December.
Minutes
Promotional Coordinating Committee
Wednesday, October 14, 2015
Regular Meeting of the
Promotional Coordinating Committee
CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to
order on Wednesday, October 14, 2015 at 5:32 p.m. in the Council Hearing Room, located at 990
Palm Street, San Luis Obispo, California, by Chair Palazzo.
ROLL CALL
Present: Committee Members Daniel Levi, Deborah Lewis, Patricia Loosley, Clint Pearce,
and Vice-Chair Jill Lemieux, and Chair Sasha Palazzo
Absent: Stephanie Roberson
Staff
Present: Tourism Manager Molly Cano and Recording Secretary Kevin Christian
PUBLIC COMMENT ON NON-AGENDA ITEMS
There was no public comment on non-agenda items.
CONSENT AGENDA ITEMS
MOTION BY COMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE MEMBER
LEVI, CARRIED 6-0, to approve Consent Calendar Items C1 thru C8.
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, SEPTEMBER 9, 2015
MOTION BY COMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Minutes of the Promotional
Coordinating Committee meeting of September 9, 2015, as presented.
C2. COMMUNITY PROMOTIONS BUDGET REPORT
MOTION BY COMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Community Promotions Budget Report.
C3. PUBLIC RELATIONS REPORT
MOTION BY COMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Public Relations Report.
Draft – Promotional Coordinating Committee Minutes of October 14, 2015 Page 2
City of San Luis Obispo, Title, Subtitle
C4. GRANTS-IN-AID (GIA) SUPPORT REPORT
MOTION BY COMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Grants-in-Aid Support Report.
C5. VISITOR CENTER REPORT
MOTION BY COMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Visitor Center Report.
C6. SLO HAPPENINGS PROMOTIONS REPORT
MOTION BY COMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the SLO Happenings Promotions Report.
C7. SLO HAPPENINGS TECHNOLOGY REPORT
MOTION BY COMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the SLO Happenings Technology Report.
C8. TOT (TRANSIENT OCCUPANCY TAX) REPORT
MOTION BY COMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the TOT Report.
PRESENTATION ITEMS
1. SLO CHAMBER OF COMMERCE QUARTERLY UPDATE
Representatives from the SLO Chamber of Commerce presented their quarterly activity
reporting that they provide GIA marketing support for grant recipients and are helping
with outreach for people living outside of San Luis Obispo County; reported international
print media exposure exceeded one million copies in reach, specifically noting French
and Brazilian print pieces; noted that in national results Sunset magazine’s “Ask a Local”
section focused on the Central Coast with San Luis Obispo as the “hub” to county trips;
reported online highlights noting that Orvitz.com named SLO one of the great wine
destinations that is not NAPA, and Yahoo.com named the Sunset Drive-In one of the best
drive-ins which resulted in a lot of web site hits; the Orange County Register ran a story
on the Craft Beer Scene in San Luis Obispo, the Los Angeles Times called the City’s
skatepark a “work of art”, and Orange Coast Magazine called San Luis Obispo the
“Perfect Getaway”; reviewed development of relationships with high profile bloggers to
extend reach; and reviewed the number of visitors served along with their demographics,
noting they have seen spikes in travelers from Asia, Europe, and the U.K.
Draft – Promotional Coordinating Committee Minutes of October 14, 2015 Page 3
City of San Luis Obispo, Title, Subtitle
2. SLO HAPPENINGS PROMOTIONS QUARTERLY UPDATE
Representatives from FreshBuzz Media provided an update on the design, noting that the
social channels have all been updated and that they are serving their first contest;
reviewed/updated the contract tasks and budget allocation noting that they are happy with
the results from the Facebook marketing; reviewed the site metrics, noting that they
would like to have a discussion about establishing percentage goals; presented a media
summary showing that the “post engagement” rate on Facebook was 6-7 percent (which
is good because the average is less than two percent); reviewed their first promotional
contest campaign (a SAVOR VIP package giveaway promotion with App Dowload pop-
up); reported that the upgraded twitter experience has doubled their followers in this
quarter; reviewed the launch on Instagram in September with metrics to date; and noted
the next step is the final release of revised app.
BUSINESS ITEMS
1. SLO HAPPENINGS COLLATERAL
Representatives from FreshBuzz Media presented two design options (“classic” and
“retro”) for the proposed promotional coaster. The committee discussed additional ideas,
gave design modification direction based on the “classic” design and requested that two
new front designs be presented along with one new back design for final review.
Tourism Manger Cano recommended purchasing 10-15 thousand based on use research.
MOTION BY COMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
LEMIEUX, CARRIED 6-0, to order 10,000 medium weight coasters.
2. SLO HAPPENINGS APP UPDATES & QUARTERLY ACTIVITY REPORT
It was reported that the SLO Happenings App is on target to launch October 26, 2015. An
on-phone test version was demonstrated. It was noted that the entering events function is
now working and being utilized. Tourism Manager Cano reviewed the two-phase launch
approach 1) new design, sharing 2) sharing, geolocating. Phase one will launch on
October 26, 2015, phase two is planned for the first week in January, 2016
Draft – Promotional Coordinating Committee Minutes of October 14, 2015 Page 4
City of San Luis Obispo, Title, Subtitle
3. MID-YEAR EVENT PROMOTION SPONSORSHIP PROCESS
Tourism Manager Cano presented options for the process of selecting events to sponsor,
noting that the TBID (Tourism Business Improvement District) Board has more funding
than the PCC. Applications will be accepted November 1, 2016 through November 30,
2016.
There was committee consensus to review the applications as a full committee at the
December meeting if there are less than twelve applications. If there are more than twelve
applications they prefer the subcommittee review them and present their
recommendations at the January 2016 meeting.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA UPDATE
Chair Palazzo presented a brief report on both the St. Andrew Greek Orthodox Church
and the San Luis Obispo Children’s Museum events.
2. TBID BOARD REPORT
Tourism Manager Cano reviewed the TBID meeting minutes, specifically noting the
approval of the annual report and the upcoming presentation to City Council during the
October 20, 2015 meeting. Also noted was the approval to order 45M tourism brochures.
3. TOURISM PROGRAM UPDATE
Tourism Manager Cano advised that an intern is still being sought and indicated that it
should be someone who can work 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 14th and it isn’t necessary to be a CCTC member.
The workshop will be held on October 15th and is for members only. The TBID Board
has an open seat due to a recent resignation.
ADJOURNMENT
The meeting adjourned at 7:11 p.m. The next meeting will be a Special meeting held on
November 18, 2015, 5:30 p.m.
Respectfully submitted,
Kevin Christian
Recording Secretary
Visit San Luis Obispo County
Visit San Luis Obispo County Co-op Opportunities: Pricing Now Available!
Visit San Luis Obispo County is proud to announce our new co-op advertising opportunities.
Under the new Tourism Marketing District, the approved media plan by the Board of Directors
budgets over $800,000 to be spent in advertising over the next few months in feeder markets
throughout Southern California, Northern California, the Central Valley, Phoenix and Las Vegas.
The co-op advertising opportunities are available only to Visit San Luis Obispo County partners
and gives our constituents the opportunity to reach a greater audience at remarkably affordable
rates. You can view all co-op advertising opportunities on the Members Area page of
VisitSanLuisObispoCounty.com. If you would like to participate in any of these opportunities,
please contact Whitney Bechert at our partner, Catalyst Marketing, immediately via email at
wbechert@teamcatalyst.com or via phone at (714) 549-1757 ext. 220.
- What’s New - Activity Report, October 2015
Visit SLO County Begins Digital Asset Management Import Process
Visit San Luis Obispo County has signed a contract with WebDAM for a new digital asset
management system, which will be the first of its kind in San Luis Obispo County. The system will
house all photo and video assets from various communities and will be the hub for media and
other photo inquiries. Once all assets have been imported, local DMO partners will be asked to
work with WebDAM to ensure their assets are property tagged and credited. Questions on how
to label your photo and video assets? Call Kylee Jepsen at 805.541.8000.
San Luis Obispo County Restaurant Month: Register Today!
Visit San Luis Obispo County is once again working in partnership with Visit California to gear up for
our 9th Annual Restaurant Month, January 4 – 29, 2016. To simplify our program and allow for
maximum participation, participating restaurants will provide the following offer: three-course prix-
fixe meal for $30 per person, or three-course prix-fixe menu for $40 per person. To participate, all
you have to do is create a special menu of three courses. For questions or more information, please
call Kylee at 805.541.8000 or email her at kyleej@visitsanluisobispocounty.com.
Visit San Luis Obispo County Hosts Fall Educational Symposium
On November 4, Visit San Luis Obispo County hosted the first edition of its quarterly educational
symposiums at the Courtyard by Marriott in San Luis Obispo. The symposium featured presentations
from HomeAway and TripAdvisor, as well as a panel on the topic of water conservation during the
drought. The panel included presentations by Rob Fitzroy, Supervising Planner, Planning and
Building Department County of San Luis Obispo (left); Mitchell Masia, Cambria Inns Collection,
Adelaide Inn and Best Western Plus Black Oak; and Steve Watson, Farm Supply. These sessions were
recorded and will be accessible on the Members Area page of VisitSanLuisObispoCounty.com.
Morro Bay Announced as Host City for 2016 Amgen Tour of California
During a special media event on October 22, Amgen officials announced that Morro Bay will
host Stage 4 of the 2016 Amgen Tour of California—America’s most prestigious and largest
professional road cycling race. Riders will take off from Morro Bay on Wednesday, May 18,
racing on Highway 1 south to north, through San Luis Obispo County coastal cities and towns
of Cayucos, Cambria, and San Simeon. Visit San Luis Obispo County has been working closely
with Amgen to ensure that the race continues to run through the San Luis Obispo County
region, and provided $30,000 in sponsorship to secure this year’s race. Hosting this event
brings great exposure to our destination on a regional, national and international level with
TV broadcasts of the race around the world showcasing San Luis Obispo County.
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured in Luxury
Standard:
Atascadero’s Charles
Paddock Zoo (left);
and in Smarter
Travel:
Port San Luis Obispo
(right).
Trending
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 37,359
UNIQUE VISITORS: 30,414
PAGE VIEWS: 109,772
AVG. PAGE VIEWS/VISIT: 2.94
AVG. TIME ON SITE: 2:06
TOTAL ORGANIC TRAFFIC: 26,711
% OF ORGANIC: 71%
MOBILE VISITS: 21,160
MOST VISITED EVENT:
CAMBRIA SCARECROW FESTIVAL
(1,992 VIEWS)
TOTAL BLOG VISITS: 7,663
MOST SHARED BLOG: FAMILY-
FRIENDLY HALLOWEEN EVENTS IN
SLO COUNTY
HTTP://BIT.LY/1JRSJPK
VISIT SLO COUNTY
FACEBOOK
LIKES: 12,926 NEW: 210
TOT. IMPRESSIONS: 94,913
HIGHEST ENGAGEMENT: #TBT TO
1968 WHEN CCR ATE AT THE TACO
BELL IN SAN LUIS OBISPO. (702
ENGAGEMENTS)
MOST LIKED: IT'S ALMOST
MONARCH BUTTERFLY SEASON IN
VISIT PISMO BEACH. (474 LIKES)
FOLLOWERS NEW
TWITTER: 5,660 70
30.7K IMPRESSIONS
TWEETS: 6,176
PINTEREST: 624 7
PINS: 792
INSTAGRAM: 1,556 200
POSTS: 419
VISITOR GUIDE DIST.
WEB DOWNLOADS: 63
GUIDES DISTRIBUTED: 177
TOTAL: 240
MONTHLY E-SPECIAL
SUBSCRIBERS: 36,209
# OF OPENS: 6,182
# OF CLICK-THROUGHS: 720
THIS WEEK IN SLO COUNTY
CIRCULATION: 886
MOST CLICKED LINK:
STR Report Snapshot – Week of
September 20
Public Relations
• Michael Morcos, Canadian Traveller – San Luis Obispo: Nov. 6-7
Media
• Peter Greenberg Discovering Food & Wine in San Luis Obispo County http://bit.ly/1NkBCRA
• Meetings Focus – CA’s resort destinations blossom with group options http://bit.ly/20mOazb
• Smart Meetings – Explore California’s Other Wine Country http://bit.ly/20y2zIX
• Stourbridge News – The Beat Goes On: Exploring the West Coast's Literary Haunts
http://bit.ly/1OigAXj
• Just for Canadian Doctors – California Dreaming http://bit.ly/1kdBtpS
• Smarter Travel – 10 Best Outdoor Towns in America http://bit.ly/1ie0TSw
• Examiner.com – Celebrate the Central Coast http://exm.nr/1ixfWqv
• Luxury Standard – Atascadero isn’t your average getaway destination http://bit.ly/1LoqnXE
• The Tribune – Morro Bay to host leg of 2016 Tour of California http://bit.ly/1PfG8Tz
Travel Trade
• China FAM: Nov. 6
• Australian SuperFAM: Nov. 12
• CalSAE Seasonal Spectacular: Dec. 3
• NTA Travel Exchange: Jan. 31- Feb. 4
• MPI Northern California Expo: Feb. 10
Visit CA Releases “Average Joes” Ad Featuring SLO County
Visit California’s new “Average Joes” commercial, which features a
“bubblesmith” in front of Morro Rock, began airing in the US and internationally
in October. The commercial is San Luis Obispo County's first of this magnitude
on the international TV stage, and is a result of Visit SLO County’s strong
partnership with Visit California. National spots will air on several channels,
including A&E, ABC Family, Animal Planet, Bravo, and ESPN, as well as during
programs like “Good Morning America” on ABC and “The Today Show” on NBC.
The commercials will be deployed digitally through Hulu, Yahoo!, ABC, NBC and
YouTube. You can view the commercial on YouTube here: http://bit.ly/1RCBu1e.
Visit SLO County President & CEO Addresses Cal Poly Students
On October 7, Visit San Luis Obispo County President & CEO Chuck Davison
gave a special presentation to students in Cal Poly’s “Introduction to Hospitality
and Travel” course. Davison discussed the structure of DMOs and their
importance to San Luis Obispo County tourism, and compared them to those of
other destinations. He also offered advice to the students about career paths in
the industry, drawing from his own experience. The presentation was followed
by a robust Q&A session. Thank you to Embassy Suites for hosting!
California
September 2015 vs September 2014 Lodging Statistics (STR, Inc.)
Monterey/Salinas
Santa Barbara/Santa Maria