HomeMy WebLinkAboutDecember 9, 2015 Agenda Packet
City of San Luis Obispo, Agenda, Tourism Business
Improvement District Board
TBID Board Agenda
Wednesday, December 9, 2015
10:00 A.M.
City Hall- Council Hearing Room
CALL TO ORDER: Chair Nipool Patel
PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on
the agenda. Public comment for each agenda item will be called for separately and is also limited to
2 minutes per speaker.
State law does not allow the board to discuss or take action on issues not on the agenda, except that
members of the board may briefly respond to statements made or questions posed by the person
giving public comment. Staff may be directed by the board to follow-up on such items and/or place
them on the next board agenda.
CONSENT ITEMS
C.1 Minutes of Regular Meeting on Wednesday, November 18, 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. 2016 TRADESHOW DELEGATION SELECTION AND APPROACH 10 mins
The Board will complete the selection of the delegates to represent the TBID at the upcoming
tradeshows in 2016 and will discuss the approach and strategy for the shows.
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.
2. 2014-15 FUND BALANCE UPDATE 10 mins
Staff will present the unaudited 2014-15 fund balance report for the Board’s allocation into the
current fiscal year budget.
3. HELIUM UPDATE 15 mins
Staff will present an update to the Board on Helium and discuss the options for integration of
Homestays into the booking system.
TBID LIAISON REPORTS & COMMUNICATION
At this time board members make announcements, report on activities, refer to staff issues for study and
report back to the board at a subsequent meeting.
1. HOTELIER UPDATE – Liaison Reports
2. MANAGEMENT COMMITTEE UPDATE – No Meetings Held
3. MARKETING COMMITTEE UPDATE – No Meetings Held
4. PCC UPDATE –Minutes: November 18, 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 December 4,
2015, by 5:00 p.m., a true and correct copy of this agenda was posted on the bulletin board outside
City Hall. Internet access to agendas and related material is available at www.slocity.org.
Minutes
Tourism Business Improvement District Board
Wednesday, November 18, 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, November 18, 2015 at 10:00 a.m. in the Council Hearing Room,
located at 990 Palm Street, San Luis Obispo, California, by Chair Patel.
ROLL CALL
Present: Board Members Dean Hutton, Matthew Wilkins, LeBren Young-Harris,
and Vice-Chair Clint Pearce, and Chair Nipool Patel
Absent: Kimberly Walker
Staff
Present: Tourism Manager Molly Cano and Recording Secretary Kevin Christian
PUBLIC COMMENT ON NON-AGENDA ITEMS
Maggie Cox, Barnett Cox & Associates Inc., complimented the Board and staff for their
successful presentation of its annual report to the City Council on October 20, 2015 and
expressed gratitude for the opportunity to be part of that success.
Bettina Swigger, Executive Director for Festival Mosaic, reported record ticket sales for the first
weekend of their sponsored event, thanking the Board, the City, and media contacts for their part
in this success. She also announced that Festival Mosaic will be bringing a group of Arts leaders
to town in January and will keep the Board informed concerning opportunities that may arise
related to this event.
John Salisbury introduced himself as a Homestay operator and stated that he was interested in
learning how the Board and Board sponsored programs support homestays.
CONSENT AGENDA ITEMS
MOTION BY BOARD MEMBER H UTTON, SECOND BY BOARD MEMBER HARRIS,
CARRIED 5-0, to approve Consent Calendar Items C1 thru C6.
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, OCTOBER 14, 2015
MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to approve the Minutes of the Tourism Business Improvement
District Board meeting of October 14, 2015, as presented.
Draft – Tourism Business Improvement District Board Minutes of November 18, 2015 Page 2
City of San Luis Obispo, Title, Subtitle
C2. SMITH TRAVEL REPORT
MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to approve the Smith Travel Report.
C3. CHAMBER PUBLIC RELATIONS REPORT
MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to approve the Chamber Public Relations Report.
C4. BCA + STUDIOGOOD MARKETING REPORT
MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to approve the BCA + StudioGood Marketing Report.
C5. CHAMBER VISITOR CENTER REPORT
MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to approve the Chamber Visitor Center Report.
C6. TOT (TRANSIENT OCCUPANCY TAX) REPORT
MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to approve the TOT Report.
PRESENTATION ITEMS
1. MARKETING AGENCY QUARTERLY REPORT
Representatives from BCA + StudioGood reported that 2015-16 media and events
planning are currently underway; reviewed advertisement placement on Trip Advisor,
Sunset Magazine, Bay Area News Group, SanLuisObispo.com (the Tribunes website),
and the San Diego Union Tribune; specifically noting that the San Diego area is being
targeted for marketing San Luis Obispo.
It was further reported that website and social media metrics are down over October,
2014; stated that SEO (Search Engine Optimization) efforts are ongoing; noted that a
ticket giveaway for the Cal Poly homecoming game was coordinated with #ShareSLO
and Cal Poly Athletics; and noted that the CCTC (Central Coast Tourism Council) blogs
are driving traffic to the website.
The Board was apprised that upcoming advertisements will be featured in the San
Francisco Chronicle, Horizon Travel and Lifestyle magazine, as well as a video
advertisement in Time Square, New York City; informed that a #ShareSLO campaign
reaching out to local chefs for Restaurant Month in January is planned.
Draft – Tourism Business Improvement District Board Minutes of November 18, 2015 Page 3
City of San Luis Obispo, Title, Subtitle
BUSINESS ITEMS
1. TOURISM WEBSITE FINAL APPROVAL
Representatives from StudioGood presented the final website design for the Board’s
approval. They noted that with the Board’s approval, the site launch will be in two stages;
Stage One will consist of making the site live to the public on November 19, 2015, with a
media push following the holidays, and Stage Two will be with the integration of Helium
in January, 2016, with a corresponding media push. It was noted that the web address
SLOvacations.com has been purchased and that it will be redirected to the official
website address, SanLuisObispovacations.com
Tourism Manger Cano reminded the Board that the new tourism website design is
aligned with the goals of the TBID strategic plan.
The Board discussed the website design noting that they were very satisfied with the
product and the working relationship with the agency, the increased functionality for
mobile device users, and the increase of available images and videos created as a
byproduct of the project.
MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
WILKINS, CARRIED 5-0, to approve the final website design for site launch.
2. DIGITAL ASSETS PROJECT COMPLETION
Representatives from BCA presented videos created for use on the new website and for
social media; noted that the music was created by the local band, Moonshiner Collective,
specifically for the web site and that different scores were generated for use by the San
Luis Obispo Symphony and the Cal Poly Marching Band.
The Board expressed their overall favorable impressions of the videos. Chair Patel
opened the item for public comment.
Bettina Swigger, Executive Director for Festival Mosaic, requested the music score. A
representative of BCA indicated that the request would be researched.
3. HELIUM UPDATE
Board member Wilkins reported that Helium integration with AutoClerk was approved
the week of November 9, 2015.
Tourism Manager Cano informed the Board that approval of “Milestone 5” is dependent
on AutoClerk approval of Helium integration.
Tourism Manager Cano noted that StudioGood is now in direct communication with the
developer to integrate the function into the new website; reported that information is now
being gathered from homestay rentals for integration with Helium in the January roll out.
Draft – Tourism Business Improvement District Board Minutes of November 18, 2015 Page 4
City of San Luis Obispo, Title, Subtitle
The Committee discussed the desire to have a live test location; requested and confirmed
that Board Member Wilkins’ property could be used for this test.
MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER
HUTTON, CARRIED 5-0, to approve Milestone 5 and to include Board Member
Wilkins’ property as a test property for live integration with AutoClerk.
4. TRADESHOW DELEGATION
Tourism Manager Cano outlined the process of candidate submittal for the upcoming
tradeshow delegation and announced that final selections will be made during the
December TBID Board meeting.
The Committee discussed the value of tradeshows and Board Member Pearce explained
that hoteliers involved in the delegation help promote the whole area, not their particular
property.
5. COW PARADE SLO COUNTY
Tourism Manager Cano announced that BCA is representing the Cow Parade so they will
not give input to the TBID concerning financial support for this event.
Tourism Manager Cano reviewed the options for sponsorship as they were considered by
the Marketing Subcommittee. The final recommendation from the Marketing
Subcommittee presented to the Board is to become the Official Press and Media Host
Partner for CowParade, with a $14,000 cash commitment for two cows and up to $3,000
in-kind to host journalists.
The Committee discussed the event, known commitments made by other local cities, and
the potential for tourism generation from the event. It was specifically noted that
exposure could be up to 500,000 out-of-the-area followers and that this will be the only
California location for the event.
MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to approve the Marketing Subcommittee recommendation to
become the Official Press and Media Host Partner for CowParade, with a $14,000 cash
commitment for 2 cows and up to $3,000 in-kind to host journalists.
The Board gave staff direction to use event funding for this sponsorship.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE
None at this time.
2. MANAGEMENT COMMITTEE UPDATE
Draft – Tourism Business Improvement District Board Minutes of November 18, 2015 Page 5
City of San Luis Obispo, Title, Subtitle
No further report.
3. MARKETING COMMITTEE
No further report.
4. PCC UPDATE
Board Member Pearce reviewed the last Promotional Coordinating Committee meeting,
noting that considerable time was spent in discussion on the SLOHappenings app.
5. VISIT SLO COUNTY UPDATE
Board Member Pearce reported that the SLO County marketing plan has been approved and
that a new web site is being worked on.
Tourism Manager Cano noted that the Marketing Committee is working on an icon in the
shape of the state of CA with San Luis Obispo County pinpointed. This icon will be used to
help integrate all SLO County marketing initiatives.
6. TOURISM PROGRAM UPDATE
Tourism Manager Cano announced that mid-year event sponsorships are open for
application; reported that the TBID was approved for another year by the City Council at the
Public Hearing on November 3rd; announced that the CCTC retreat will be held in the City
of San Luis Obispo early next year; reminded the board members that applications for the
open TBID seat are available on the City’s web site; reported that homestay data has been
requested from local businesses for integration into Helium; and updated the Board on the
Tourism Intern’s activities.
ADJOURNMENT
The meeting adjourned at 11:20 a.m. to the next Regular meeting, to be held on Wednesday,
December 9, 2015.
Respectfully submitted,
Kevin Christian
Recording Secretary
STR Report November 2015
Week of November 1 - 7
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 78.2 68.6 127.27 119.84 99.58 82.23 14.0 6.2 21.1 24.9 3.1 17.6
City of Pismo Beach 63.8 69.6 135.79 125.25 86.57 87.17 -8.4 8.4 -0.7 -0.6 0.1 -8.3
City of San Luis Obispo 70.2 73.2 126.92 119.02 89.07 87.14 -4.2 6.6 2.2 2.2 0.0 -4.2
Week of November 8 - 14
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 65.0 69.4 118.63 117.28 77.17 81.37 -6.2 1.2 -5.2 -2.2 3.1 -3.3
City of Pismo Beach 61.0 68.7 132.30 121.92 80.73 83.79 -11.2 8.5 -3.6 -3.6 0.1 -11.2
City of San Luis Obispo 62.2 70.3 121.00 113.85 75.31 80.02 -11.5 6.3 -5.9 -5.9 0.0 -11.5
Week of November 15 - 21
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 66.6 62.7 116.13 109.92 77.35 68.88 6.3 5.6 12.3 32.0 17.5 24.9
City of Pismo Beach 55.6 52.6 125.77 115.45 69.96 60.73 5.8 8.9 15.2 15.3 0.1 5.8
City of San Luis Obispo 58.7 59.0 115.28 108.30 67.64 63.88 -0.5 6.4 5.9 5.9 0.0 -0.5
Week of November 22 - 28
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 75.0 70.3 130.68 124.08 97.96 87.18 6.7 5.3 12.4 32.0 17.5 25.4
City of Pismo Beach 74.9 73.6 153.89 144.60 115.30 106.41 1.8 6.4 8.3 8.4 0.1 1.9
City of San Luis Obispo 74.1 71.3 127.85 121.13 94.70 86.31 3.9 5.5 9.7 9.7 0.0 3.9
November
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 71.2 67.7 124.10 117.99 88.42 79.92 5.2 5.2 10.6 30.0 17.5 23.6
City of Pismo Beach 63.8 66.1 138.15 127.82 88.14 84.53 -3.5 8.1 4.3 4.3 0.1 -3.5
City of San Luis Obispo 66.3 68.4 123.22 115.92 81.63 79.33 -3.2 6.3 2.9 2.9 0.0 -3.2
Occ %Percent Change
ADR RevPAR
ADR
Occ %
Occ %RevPAR
RevPARADR
RevPAR
Running 28 Days - TY vs. LY
Occ %
Current Week - TY vs. LY
Current Week - TY vs. LY
ADR
Current Week - TY vs. LY
Occ %
Current Week - TY vs. LY
RevPARADR
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2015
Media Releases
City of SLO unveils newly redesigned tourism website and videos
Wrote press release regarding redesigned SanLuisOBispoVacations.com and promotional
videos.
Media/Community Relations
1. Worked with StudioGood to include story ideas in media section of redesigned
SanLuisoObispoVacations.com.
2. Spoke on Cal Poly Admissions web show about what it is like to live in San Luis
Obispo and what prospective students should do in the city when they come to look at
Cal Poly.
3. Attended Festival Mozaic Innovator Night.
4. Distributed downtown maps and GIA recipient materials to SLO City Hotels.
5. Worked with Visit San Luis Obispo County to share holiday events happening in San
Luis Obispo.
6. Worked with Mary Forgione on her LA Times article about the cleaning of Seattle’s
bubblegum wall.
7. Coordinated the SLO portion of a trip for Canadian World Traveler journalists Michael
Morcos and Natalie Ayotte.
8. Worked with Anna Hart on her Telegraph article about her Uber Wine experience in San
Luis Obispo.
9. Submitted the following for consideration in Visit California’s California Bike Tours or
Trails:
a. The Madonna Inn bike path
b. Historic San Luis Obispo by Bike
c. Mountain Biking Cerro San Luis
10. Provided craft beer photos to Meetings Today for an upcoming piece on San Luis
Obispo.
11. Connected Visit San Luis Obispo County and SAS Airlines with Sunset Drive-In to film
a promotional video.
12. Pitched San Luis Obispo as one of the 10 Best Towns for Christmas to Carri Wilbanks
of USA Today.
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2015
13. Worked with Landis Communications to brainstorm a SLO FAM tour this March.
Landis Communications represents Native Trails.
14. Pitched Winter WonderSLO as a unique ice skating experience associated with a hotel.
15. Continued to work with the city, Barnett Cox & Associates and StudioGood on overall
tourism marketing campaign.
Media Relations/Placement
1. Visiting San Luis Obispo — the ‘Happiest City in America’
Yahoo Travel writer Sid Lipsey talks about the seven reasons he thinks San Luis
Obispo is home to the happiest people.
Unique Views: 240,207
https://www.yahoo.com/travel/visiting-san-luis-obispo-the-1299367452573750.html
2. Chew on this: Seattle's Gum Wall to be blasted clean
In her LA Times article about Seattle’s gum wall being cleaned, Mary Forgione
suggests that readers ‘go to Bubblegum Alley in San Luis Obispo for a chewing gum art
fix.’
Unique Visitors: 23,773,049
http://www.latimes.com/travel/california/la-trb-seattle-gum-wall-cleaning-20151103-
htmlstory.html
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2015
3. Off the Path: discovering the charm of three less-visited cities
Chevrolet’s New Roads Magazine features San Luis Obispo calling it ‘one of the most
beautiful small cities in the state.’
608,000 Instagram followers, 4,071,368 Facebook followers, 791,000 twitter
followers
http://newroads3.mynetworkcontent.com/
4. Uber Wine – how a taxi service just got so much better
Anna Hart’s article for Telegraph UK follows her experience testing out Uber Wine in
San Luis Obispo. Winery suggestions and timelines were coordinated by the SLO
Chamber, the City of SLO and SLO Wine Country.
Unique Views: 16,700,000 (self reported)
http://www.telegraph.co.uk/food-and-drink/wine/uber-wine--how-a-taxi-service-just-got-
so-much-better/
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2015
5. An Octopus Typewriter by Courtney Brown
NPR’s Fresh Air and Colossal, a visual culture website, cover the San Luis Obispo
Museum of Art’s annual California Sculpture SLAM.
4,300,000 Monthly Visitors (self-reported)
http://www.thisiscolossal.com/2015/11/an-octopus-typewriter-by-courtney-brown/
http://nprfreshair.tumblr.com/post/133089147563/photo-break-as-part-of-the-san-luis-
obispo
6. SLO named a Gold Level Bike Friendly Community
Bike World News and The Tribune articles highlight San Luis Obispo’s designation as
one of only four gold level bike friendly communities in California.
Circulation/Audience: 831,666
http://www.sanluisobispo.com/news/local/article45273849.html
Unique Visitors Per Month: 120,335
http://www.bikeworldnews.com/2015/11/16/bicycle-friendly-community-program-adds-
platinum-gold-cities/
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2015
7. New San Luis Obispo tourism video shows off beauty of Central Coast
KSBY covers TBID’s new San Luis Obispo video.
Unique Views: 290,189
http://www.ksby.com/clip/12028035/new-san-luis-obispo-tourism-video-shows-off-
beauty-of-central-coast
8. The Best Places to Go in California With a Newborn Baby
Global Post article calls the central coast of California, and specifically San Luis Obispo,
one of the best places to travel with a newborn.
5+ million monthly unique visitors (self-reported)
http://everydaylife.globalpost.com/places-california-newborn-baby-17246.html
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2015
9. 10 Bucket List Trips to Take in College
The Blonde Abroad includes a California Road Trip, with a stop in San Luis Obispo on
her college travel bucket list.
95,600 Instagram followers, 18,371 Facebook followers, 10,400 twitter followers
http://theblondeabroad.com/2015/11/02/10-bucket-list-trips-to-take-in-college/
10. 10 Selfies You've Taken in SLO
HerCampus.com article features a list of selfie spots in SLO.
Unique Visitors: 1,367,652
http://www.hercampus.com/school/cal-poly/10-selfies-youve-taken-slo
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2015
11. 5 ways to enjoy the outdoors this weekend in SLO County
The Tribune article highlights the outdoor activities in our community saying ‘San Luis
Obispo alone offers more than 40 miles of hiking trails.’
Circulation/Audience: 831,666
http://www.sanluisobispo.com/news/local/article46572180.html
12. Enjoy the Journey and the Destinations, Your Guide to SLO and Santa Barbara
Amtrak.com blogpost highlights San Luis Obispo’s outdoor activities, mixed with a little
shopping.
22,800 Instagram followers, 473,021 Facebook followers, 102,000 twitter followers
http://blog.amtrak.com/2015/11/enjoy-journey-destinations-guide-slo-santa-barbara/
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2015
13. Utah’s Alta Lodge offers fourth-night discount
San Diego Union Tribune deals columnist Allison DaRosa features Apple Farm in her
monthly piece highlighting the best travel deals across the nation.
Unique Visitors: 1,828,975
http://www.sandiegouniontribune.com/news/2015/oct/31/utahs-alta-lodge-offers-fourth-
night-discount/
14. Hello Growing Grounds
Local jewelry designer Lisa Leonard’s blog post about Growing Grounds in downtown
San Luis Obispo.
44,400 Instagram followers, 390,660 Facebook followers, 14,700 twitter followers
https://www.lisaleonard.com/blog/san-luis-obispo/hello-growing-grounds
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2015
15. ‘Symphony in Sandstone’ exhibit opens at SLO Museum of Art
Lompoc Record article highlights San Luis Obispo Museum of Art exhibit.
Unique Views: 34,953
http://lompocrecord.com/entertainment/symphony-in-sandstone-exhibit-opens-at-slo-
museum-of-art/article_21472bcf-bbb6-5229-9236-ab18fe627bc6.html
16. Ciopinot, A Place Where Pinot Noir and Sea-Food are a Perfect Match.
Cuisineist.com article shares experience in San Luis Obispo and at Ciopinot, Buona
Tavola.
Unique Views: 15,375
http://cuisineist.com/cuisine/californias-central-coast/ciopinot-a-place-where-pinot-noir-
and-sea-food-are-a-perfect-match/
Unique Views: 15,375
http://cuisineist.com/cuisine/californias-central-coast/buona-tavola-in-san-luis-obispo/
SLOTBID AGENCY REPORT November 2015
HAPPENING NOW:
• 2015-2016 media underway
• 2015-2016 events planning
• Website announcement e-blast
• Tradeshow strategizing
• Beer, wine maps for website
• San Diego E-blast #2
• Cal Poly Alumni E-blast & Alumni Getaway
Giveaway
• SLO County Visitors Guide Ad
• San Francisco Chronicle Ad
• Horizons Ad and Times Square Video
• Pre-rolls
• December ShareSLO Blog Posts
SLO VACATIONS
• New website launched
• Helium integration underway
• Ongoing SEO
SHARESLO UPDATES
• Community blog posts
-Harvest on the Coast
• Ongoing community management
• Events attended
-Harvest on the Coast
PARTNERSHIP/SPONSORSHIPS
• SLO Chamber
-Debuted new video at Good Morning SLO
• Cal Poly Athletics
-Basketball Suite Event for TBID hoteliers
-CP Athletics Facebook Page post
• Cal Poly Alumni E-blast & Alumni Getaway
Giveaway
• Events
-Deliverables coordination with currently
sponsored TBID events
LOOKING AHEAD:
• Website Helium integration
• Holidays planning & ads
• ShareSLO Chef Series
• 2016 Tradeshows
SESSIONS PAGE VIEWS UNIQUE
VISITORS REFERRALS
SanLuisObispoVacations.com 11,537 26,522 10,158
slocity.org
m.facebook.com
facebook.com
ShareSLO.com (Nov. 1 – 19)1,523 1,959 1,393
m.facebook.com
facebook.com
l.facebook.com
GOSLO Mobile Experience 2,556 3,786 2,421
tpc.googlesyndication.com
slocity.org
smithsonianmag.com
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
768
36,492
289,787
6,412
296
4,801
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
39
3,106
200
264
INSTAGRAM
New Followers
Total Followers
Total Engagements
#ShareSLO
397
4,083
3,387
1,978
YOUTUBE SLO Promo Video 12,064
METRICS OVERVIEW November 2015
Report to City of SLO – TBID
Phone Line and Availability Contract
November 2015
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
Nov 2015
Calls to
1-877-SLO-TOWN
10 7 1 21 39
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Nov 2015
Email Response 8 11 8 9 36
Phone Calls to
Hotels
30 27 30 29 116
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Nov 2015
Visitors Served
(Walk-ins)
1,244 1,161 1,084 1,794
5,283
Farmers Market n/a n/a n/a n/a
Hotel Rooms
Referred
395 320 298
250
1,263
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$ ** $642,221 **8.112%78 77.9 -0.2 130.39$ 140.91$ 8.1 101.68$ 109.70$ 7.9
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$ 72.96 81.65 128.83$ 147.05$ 95.35$ 120.51$
Occupancy ADR RevPAR
Figures from Smith Travel Research report
**Total does not include 1 outstanding TOT.
Minutes
Promotional Coordinating Committee
Wednesday, November 18, 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, November 18, 2015 at 5:30 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, Clint Pearce, Stephanie Roberson,
and Chair Sasha Palazzo
Absent: Deborah Lewis, Patricia Loosley, and Vice-Chair Jill LeMieux
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 COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, to approve Consent Calendar Items C1 thru C8.
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, OCTOBER 14, 2015
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, to approve the Minutes of the Promotional Coordinating
Committee meeting on October 14, 2015, as presented.
C2. COMMUNITY PROMOTIONS BUDGET REPORT
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, to approve the Community Promotions Budget Report.
Draft – Promotional Coordinating Committee Minutes of November 18, 2015 Page 2
City of San Luis Obispo, Title, Subtitle
C3. PUBLIC RELATIONS REPORT
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, to approve the Public Relations Report.
C4. GRANTS-IN-AID (GIA) SUPPORT REPORT
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, to approve the Grants-In-Aid Support Report.
C5. VISITOR CENTER REPORT
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, to approve the Visitor Center Report.
C6. SLO HAPPENINGS PROMOTIONS REPORT
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, approve the SLO Happenings Promotions Report.
C7. SLO HAPPENINGS TECHNOLOGY REPORT
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, to approve the SLO Happenings Technology Report.
C8. TOT (TRANSIENT OCCUPANCY TAX) REPORT
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, to approve the TOT Report.
BUSINESS ITEMS
1. SLO HAPPENINGS COLLATERAL
Tourism Manager Cano presented the final coaster designs created by FreshBuzz media
based on input from the Committee during their October 14, 2015 meeting.
The committee discussed additional changes to the back side design.
MOTION BY COMMITTEE MEMBER ROBERSON, SECOND BY COMMITTEE
MEMBER PEARCE, CARRIED 4-0, to accept the design with discussed changes to be
made by FreshBuzz and approved by Tourism Manager Cano.
Draft – Promotional Coordinating Committee Minutes of November 18, 2015 Page 3
City of San Luis Obispo, Title, Subtitle
2. SLO HAPPENINGS APP MEDIA PROMOTION & PLAN
Tourism Manager Cano presented a “two pronged” targeted outreach plan for the SLO
Happenings app; one being a focus on event organizers who are populating the app
content; the second targeting users via press releases and a social media push.
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
ROBERSON, CARRIED 4-0, to approve the plan as presented.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA UPDATE
Chair Palazzo stated that the Via Dei Colori SLO event reported a low turnout and that
the promoter felt it was due to the event coinciding with the SAVOR event; the Evening
in Greece promoter reported a successful event with a “good crowd”.
There were no further liaison event reports.
Tourism Manager Cano reported that the following three events have not yet been funded
as the required paperwork has not been completed: “La Guitarra California Festival
2015”, “San Luis Obispo Multicultural Music & Dance Showcase”, and “Children’s Day
in the Plaza with Passport to the Arts”.
2. TBID (TOURISM BUSINESS IMPROVEMENT DISTRICT) BOARD REPORT
Committee Member Pearce reported that the marketing agency presented its quarterly
report, specifically highlighting the video and photography assets produced for the project;
noted that the Chamber of Commerce reported strong public exposure results; stated that the
Eroica funding has been continued and expanded for its second year; stated that Helium has
progressed to “Milestone 5”.
3. TOURISM PROGRAM UPDATE
Tourism Manager Cano reported that the new web site will be launched on Thursday,
November 19, 2015; highlighted the integration of the SLO Happenings app and
coordinated calendar; stated the mid-year event sponsorship applications are due by
November 30, 2015, noting the Committee will review funding for these events at the
December 9, 2015 meeting; reported the TBID received approval at the City Council
meeting of November 3, 2015, allowing the Board formation to continue for another year;
updated the committee on the schedule and current projects of the Tourism program intern.
Draft – Promotional Coordinating Committee Minutes of November 18, 2015 Page 4
City of San Luis Obispo, Title, Subtitle
ADJOURNMENT
The meeting adjourned at 5:55 p.m. to the next Regular meeting to be held on December 9, 2015,
5:30 p.m.
Respectfully submitted,
Kevin Christian
Recording Secretary