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Home My WebLink AboutC1 Minutes Tourism Business Improvement District Board Wednesday, December 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, December 9, 2015 at 10:02 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, LeBren Harris, Matthew Wilkins, Kimberly Walker, and Vice-Chair Clint Pearce, and Chair Nipool Patel Absent: None Staff Present: Tourism Manager Molly Cano, Recording Secretary Kevin Christian, and Recording Secretary Brad T. Opstad PUBLIC COMMENT ON NON-AGENDA ITEMS Carol Nelson-Selby, Opera San Luis Obispo, presented and distributed Opera SLO shopping bags to the Board, noting that a city of this size has the special distinction of a professional opera company employing 275 individuals from the arts community for each staged production; requested to make a presentation at a future Regular Meeting. In response to Ms. Nelson-Selby’s request, Tourism Manager Cano indicated that the January docket was full, suggesting that the presentation can be made during the months of February or March. CONSENT AGENDA ITEMS C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, NOVEMBER 18, 2015 MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER HARRIS, CARRIED 6-0, to approve the Minutes of the Tourism Business Improvement District Board meeting of November 18, 2015 and to approve Consent Agenda Items C1 thru C6. C2. SMITH TRAVEL REPORT C3. CHAMBER PUBLIC RELATIONS REPORT City of San Luis Obispo, Title, Subtitle Draft – Tourism Business Improvement District Board Minutes of December 9, 2015 Page 2 C4. BCA + STUDIOGOOD MARKETING REPORT C5. CHAMBER VISITOR CENTER REPORT C6. TOT (TRANSIENT OCCUPANCY TAX) REPORT PRESENTATION ITEMS 1. MARKETING AGENCY MONTHLY REPORT Representatives from BCA + StudioGood reported successes for the month of November relating to the launch of the website & videos; noted that the 2015-16 planning strategy for sponsored events is in process, the new YouTube video received over 50,000 views. Representatives from BCA + StudioGood stated that the trade show season will commence on January 16, 2016 in San Diego with LA and SF to follow in February and March, respectively; booth details are being strategized.. Additionally, the Cal Poly Alumni e-blast, SLO County Visitors Guide advertisement, SF Chronicle destinations tab and Wall Street Journal ad were discussed while the 5-second video with URL branding and phone number to air in Times Square over Holidays was noted, adding that paid media will be partly dedicated to pre-rolls in the first week of December with statistics to follow. #ShareSLO blog posts are running strong for December. Representatives from BCA + StudioGood narrated a PowerPoint slide and explained the following metrics: Trip Advisor; Sunset.com,Bay Area News Group, and sanluisobispo.com performed well with high click-through rates; added that Discover SD attempted a first-run, showing ample short-term results; and explained that Google Network Display, a re-targeting engine for tourism shoppers, performed above expectations. Representatives from BCA + StudioGood shared the November 19th launch news of the new website: SanLuisObispovacations.com, stating that numbers related to its inaugural period were substantial; added that there was a 361% increase in mobile users, affirming that the site is mobile-friendly; explained that the new website was integrated into #ShareSLO and performed as well as expected. #GoSLO continues to be monitored and drop-off has occurred as suspected. Representatives from BCA + StudioGood announced Good Morning SLO’s Wish You Were Here postcard, showcasing the Cal Poly Athletics’ Suite event; stated that the CCTC’s website has featured blog posts. BUSINESS ITEMS 1. TRADESHOW DELEGATION SELECTION AND APPROACH City of San Luis Obispo, Title, Subtitle Draft – Tourism Business Improvement District Board Minutes of December 9, 2015 Page 3 Tourism Manager Cano reported that no member properties are available to assist with shows this year, stating that San Diego’s booth will be staffed by City Tourism Intern Emma Maltbaek, two agency representatives and Jim Allen of Hearst Castle, for which no budget is required; explained that the $500 SLO Getaway prize will be extended to entrants participating in a survey consisting of 3-5 engaging and interactive questions; added that the new brochure, bag & sunglasses will be handed out at booth; and noted that the primary purposes of the survey, beyond acquiring contact information, is set up to garner feedback. The following tradeshows in Los Angeles and Bay Area will be manned by staff, marketing agency representatives, and a Chamber of Commerce representative. The Board expressed that they agreed with the show strategy as presented by staff. MOTION BY BOARD MEMBER WALKER, SECOND BY BOARD MEMBER HUTTON, CARRIED 6-0, to approve the delegation and Chamber of Commerce contract use. 2. 2014-15 FUND BALANCE UPDATE Tourism Manager Cano reported there are $144,000 of unappropriated funds remaining plus the $100,000 reserve. The Board discussed options for the use of the funds in the 2015-16 year. They discussed the idea of creating a “big idea” line item in the budget to hold a portion of these funds, or to use the funds for advertising, or to allocate a portion of these funds to increase the fund balance amount. Ultimately the Board directed the management committee to explore marketing opportunities and other options to utilize the funds. MOTION BY BOARD MEMBER HUTTON, SECOND BY VICE-CHAIR PEARCE, CARRIED 6-0, to transfer unappropriated funds into the current TBID operating budget. 3. HELIUM UPDATE Staff presented three options for integration of Homestays into the Helium booking system: #1: Developer, Zeppelin, to build out Homestay class in Helium as detailed in their presented Scope of Work (SOW) at a cost of $23,490 using a milestone payment model over a 2-month timeframe. Estimate 6 weeks to delivery. #2: Delay Helium launch to research actual Homestay property needs, refine the SOW and present to TBID in January or February, followed by build-out pages and refining over future months; cost to be determined, 3-month timeframe. #3 Launch Helium as scheduled with no Homestay Property integration. Request a proposal from StudioGood to develop homestay representation on the website. Cost to be determined. Present timeline to TBID at January 2016 meeting. City of San Luis Obispo, Title, Subtitle Draft – Tourism Business Improvement District Board Minutes of December 9, 2015 Page 4 The Board discussed the options presented; expressed concerns regarding equal treatment of homestays, timing of homestay integration, methodology, and design options for web site integration, and the costs of integration. John Salisbury, Homestay Operator: Expressed support for Option 3 but is concerned that homestays not be forgotten. MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER WALKER, CARRIED 6-0, to proceed with Option #3 MOTION BY VICE-CHAIR PEARCE, SECOND BY BOARD MEMBER HUTTON, CARRIED 5-0, to direct staff to research the best method to integrate Homestays into the website (January Proposal, February solution). TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE Vice-Chair Pearce and Board Members Hutton & Walker have e-mailed TBID members with no return reply; the Board mentioned the open Board seat and thee upcoming renewal; noted that the Tribune article advertised the available seat. 2. MANAGEMENT COMMITTEE UPDATE No further report. 3. MARKETING COMMITTEE UPDATE No further report. 4. PCC UPDATE Vice-Chair Pearce reported that the SLO Happenings application is complete; explained that the media promotion with the 2-pronged targeted outreach plan involves event organizers and social media; is a nice tool. 5. VISIT SLO COUNTY UPDATE The San Luis Obispo County Tourism Marketing District (TMD) marketing plan was approved and the “SAVOR” event had a $12,000 gain over 2014. Board Member Walker voiced concerns about the TMD avoiding duplication of the TBID marketing efforts. City of San Luis Obispo, Title, Subtitle Draft – Tourism Business Improvement District Board Minutes of December 9, 2015 Page 5 Tourism Manager Cano explained that she is a member of the TMD and assured the board that she is sensitive to the duplication concern. Tourism Manager Cano announced that the TMD has issued a RFP for research services focused on both “share the wallet” and “awareness and barrier to travel”. Tourism Manager Cano announced that a fall radio campaign is scheduled for the San Francisco Bay and Los Angeles areas; explained that a separate countywide icon has been developed for countywide co-branding. The icon design shows the state of California with a pinpoint drop in circular area of the County. 6. TOURISM PROGRAM UPDATE Tourism Manager Cano announced events sponsorship funding applications closed on the 30th, noting that six applications were received; explained that the review process has commenced and copies can be made available to Marketing Committee and can be available to full board members via request; noted that recommendations forthcoming in January and will be presented at the January 2016 TBID meeting. Central Coast Tourism Council (CCTC) retreat will be scheduled for March or April 2016. Sponsorship opportunities for the TBID as the host community will be presented soon. Internship Update: Fall Quarter is just ending, will return by Winter Quarter and participate in the upcoming trade shows. The January 28th Cal Poly Basketball game will be used as a mixer to engage property sales teams. December 22nd is the next Management Committee meeting. ADJOURNMENT The meeting adjourned at 11:22 a.m. to the next Regular meeting, to be held on Wednesday, January 13, 2016. Respectfully submitted, Brad T. Opstad Recording Secretary Trainee