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Visit San Luis Obispo County
- What’s New -
Activity Report, December 2015
Visit San Luis Obispo County Unveils New Countywide Icon
The new Countywide Icon, recommended by the Marketing Committee and approved
by the Visit San Luis Obispo County Board of Directors, is now available on our website
in multiple versions and file formats as requested. Color and black & white versions of
the icon can be downloaded at VisitSanLuisObispoCounty.com/Countywide-Icon.
VSLOC is asking all DMOs to include this emblem in their marketing efforts and
distribute this information to your constituents in order to better help connect the
dots of the many communities and assets in the county for potential visitors.
San Luis Obispo County Restaurant Month is Here!
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. More than 50 restaurants throughout the
County are participating this year, and will be offering a three-course prix-fixe meal for $30 per
person or three-course prix-fixe menu for $40 per person. Visit San Luis Obispo County is also
partnering with SLO Wine and PRWCA to offer Local Wine Deals. For questions or more information,
please call Kylee at 805.541.8000 or email her at kyleej@visitsanluisobispocounty.com.
Visit San Luis Obispo County Welcomes Director of Marketing Becky Singh
Visit San Luis Obispo County is excited to welcome our Director of Marketing, Becky Singh. Singh brings
more than 15 years of strategic marketing and communications experience to Visit San Luis Obispo
County, having most recently worked as the Marketing and Communications Director for the Foundation
for the Performing Arts Center in San Luis Obispo. Originally from the San Francisco Bay Area, Singh
began her career in marketing with the largest business-consulting firm in California, Armanino LLP.
Taking a detour to the Northwest, Singh worked for global innovation consultancy, Ziba, in Portland,
Oregon, and consulted with advertising agencies and on consumer brand projects, before settling on the
Central Coast in 2012. Singh and her family live in South County, where she serves on the board of
directors for the Lucia Mar Foundation for Innovation, and Pale Kai Outrigger Club in Avila Beach.
Digital Asset Management System Set to Launch this Winter
Visit San Luis Obispo County is finalizing the import of digital assets into its new digital asset
management system—the first of its kind in San Luis Obispo County. Visit San Luis Obispo
County has received thousands of photos from its local partners, providing ease of access to
media, film scouts, and to local DMOs. Training on accessing the WebDAM system and tagging
photos will be forthcoming in January, with the goal of doing a soft launch at the end of January.
The 2016 Countywide Event Calendar is now available!
Download it today from the Visit San Luis Obispo County Blog at VisitSanLuisObispoCounty.com/Blog!
Visit San Luis Obispo County Attends CalSAE Seasonal Spectacular
On December 3, Visit San Luis Obispo County Director of Travel Trade Michael Wambolt led a
delegation of representatives from SeaCrest, SpringHill Suites, Embassy Suites, the Pismo
Beach VCB and Martin Resorts to the CalSAE Seasonal Spectacular in Sacramento. The event
produced 34 qualified leads and RFPs ranging from small board retreats to major conferences.
From these leads and contacts, Visit San Luis Obispo County will be facilitating a sales mission
into the Sacramento area during the first quarter of 2016. In addition, Visit San Luis Obispo
County organized a lunch with five qualified planners who submitted an RFP during the show.
During the lunch, the lodging partners had a chance to present their properties.
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured on MSN:
Hearst Castle (left);
and in Chevrolet
New Roads:
Montaña de Oro
(right).
Trending
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 43,292
UNIQUE VISITORS: 34,379
PAGE VIEWS: 138,722
AVG. PAGE VIEWS/VISIT: 3.20
AVG. TIME ON SITE: 2:36
TOTAL ORGANIC TRAFFIC: 31,112
% OF ORGANIC: 72%
MOBILE VISITS: 25,072
MOST VISITED EVENT:
ROCK THE HOLIDAYS (3,461 VIEWS)
TOTAL BLOG VISITS: 13,702
MOST SHARED BLOG: WIN THE
ULTIMATE SAN LUIS OBISPO COUNTY
VACATION HTTP://BIT.LY/1PE9UM6
VISIT SLO COUNTY
FACEBOOK
LIKES: 13,704 NEW: 401
TOT. IMPRESSIONS: 315,681
HIGHEST ENGAGEMENT:
#12DAYSOFSLOCOUNTY: THE
ICONIC PISMO BEACH PIER LIGHTED
TREE (884 ENGAGEMENTS)
MOST LIKED:
#12DAYSOFSLOCOUNTY: THE
ICONIC PISMO BEACH PIER LIGHTED
TREE (688 LIKES)
FOLLOWERS NEW
TWITTER: 5,815 62
43.9K IMPRESSIONS
TWEETS: 6,333
PINTEREST: 627 3
PINS: 802
INSTAGRAM: 2,110 349
POSTS: 486
VISITOR GUIDE DIST.
WEB DOWNLOADS: 40
GUIDES DISTRIBUTED: 2705
TOTAL: 2745
MONTHLY E-SPECIAL
SUBSCRIBERS: 36,158
# OF OPENS: 7,058
# OF CLICK-THROUGHS: 1,253
THIS WEEK IN SLO COUNTY
CIRCULATION: 906
MOST CLICKED LINK:
Upcoming Events in San Luis
Obispo County
Public Relations
Trishna Patel, JohnnyJet.com – Paso Robles: December 28-29
Gerry Benson, Travelbiz – San Simeon: January 1
Kim Welstad, Times Colonist (Canada) – Arroyo Grande, San Luis Obispo: January 4-6
News.com.au: January 28-29
Visit California New York Media Reception: March 22
Visit California Texas Media Bootcamp: April 7-8
Media
USA TODAY – Best Historic Home Tour (Hearst Castle, #7) http://bit.ly/1UfKLNF
Sunset – A Perfect Day in Pismo Beach http://bit.ly/1RsY5Pp
New Roads – Off the Path http://bit.ly/1krjzPQ
MSN – Beaches, a castle, sipping and zipping in SLO http://bit.ly/1NPgR1d
o Also featured in Yahoo! New Zealand and GolfLink.com.au
Travel Trade
Smart Meetings Northern California Event: Jan. 6
Visit California Mexico Sales Mission: Jan. 17-21
NTA Travel Exchange: Jan. 31- Feb. 4
MPI Northern California Expo: Feb. 10
Visit SLO County to Network with Event Planners at
Smart Meetings Northern California Event
On January 6, Visit San Luis Obispo County Director of Travel Trade Michael
Wambolt will attend the Smart Meetings Northern California (Bay
Area/Silicon Valley) event at Levi’s Stadium in San Francisco. At this event, we
have 15-20 pre-scheduled appointments and networking time with the event
planners for companies such as Cisco, Lucas Films, Intel, Yahoo and Oracle.
This show will launch our sales presence into the Bay Area/Silicon Valley for
2016. Stay on the lookout for follow-up sales missions into the market!
Visit San Luis Obispo County Prepares for
First-Ever Mexico Sales Mission
For the first time in its history, Visit San Luis Obispo County is partnering with
Visit California on their 2016 Mexico Sales Mission, happening January 17-21,
2016. On this mission, Director of Travel Trade Michael Wambolt will meet
the top 100 travel agents, tour operators and media from Mexico City, Leon,
and Guadalajara. The travel trade program will include breakfast sessions and
training seminars designed to educate travel agents and the industry in the
primary and secondary markets. During the sales mission , Wambolt will have
one-on-one appointments with travel agents, tour operators and media to
pitch San Luis Obispo County and gain new sales contacts and FAM trips.
California
November 2015 vs November 2014 Lodging Statistics (STR, Inc.)
Monterey/Salinas
Santa Barbara/Santa Maria
Date: January 4, 2016
Client: Visit San Luis Obispo County
Date Range: July 1 - December 31, 2015
Total Traffic Overview:
Jul Aug Sep Oct Nov Dec
Visits:46,651 37,447 37,075 37,359 35,523 43,292
Unique Visitors:38,075 30,571 30,275 30,414 28,908 34,379
Bounce Rate:50%49%47%51%51%48%
Pageviews:138,129 113,518 119,020 109,772 109,024 138,722
Avg Pageviews Per Visit:2.96 3.03 3.21 2.94 3.07 3.20
Avg Time on Site:0:02:17 0:02:19 0:02:25 0:02:06 0:02:18 0:02:36
Total Organic Search Traffic:33,837 27,187 26,914 26,711 24,267 31,112
% of Traffic Organic Search:73%73%73%71%68%72%
Entry Pages From Search:2,185 2,012 2,040 1,960 1,843 1,769
Mobile/Tablet SnapShot:
Jul Aug Sep Oct Nov Dec
Visits:26,406 20,530 20,534 21,160 20,055 25,072 Industry Averages:
% of visits 57%55%55%57%56%58%Pages / Visit Avg. Visit Duration Bounce Rate
Bounce Rate:53%52%50%54%54%50%2.40 0:02:03 57.32%
Pageviews: 69,141 55,887 59,683 56,219 55,051 73,318
Avg Time on Site:0:01:57 0:02:08 0:02:12 0:01:51 0:02:00 0:02:20
* Visits increased 17% compared to last year.
* Unique Visitors on the main site increased 18% year over year.
* Pageviews increased 19% compared over this time last year.
* Organic traffic increased 13% year over year.
* Organic entries to the Holiday Activities page increased by 35%, and by
by 487% on the 2014 New Year's on the Central Coast blog post.
SEO Overview:
0
10,000
20,000
30,000
40,000
50,000
Jul Aug Sep Oct Nov Dec
Visits Year-Over-Year
Prior Year This Year
71.87%
18.04%
7.76% 1.68%
0.66%
Traffic Sources
Organic Search Direct Referral Social Email
Page 2 of 18
Date: January 4, 2016
Client: Visit San Luis Obispo County
Date Range: December 1-31, 2015
Organic Traffic % of Total
Site Traffic
Visits 31,112 71.87%
Organic Engagement Compared to Site Engagement
Pageviews Per Visit 3.34 4.20%
Avg. Time on Site 0:02:44 4.66%
New Visits 71.55%-0.44%
Bounce Rate 44.16%-7.52%
Search Engine Visits Percent
google 28,703 92.26%
yahoo 1,382 4.44%
bing 850 2.73%
aol 115 0.37%
ask 33 0.11%
images.google 9 0.03%
Exact Keyword Visits Percent Landing Page Visits Percent
(not provided)29,267 94.07%/events 5,123 16.47%
san luis obispo 62 0.20%/blog/778/new-years-on-the-central-coast 3,390 10.90%
san luis obispo events 22 0.07%/2,247 7.22%
new years eve san luis obispo 16 0.05%/events/all/holiday_activities 1,503 4.83%
san luis obispo christmas parade 2015 15 0.05%/events/924/lighted-boat-parade-and-tree-lighting 1,213 3.90%
san luis obispo new years eve 2015 14 0.04%/events/1867/2015-new-year-s-eve-party-at-novo 971 3.12%
events in san luis obispo 10 0.03%/restaurant-month 833 2.68%
san luis obispo map 10 0.03%/activities 565 1.82%
san luis obispo county 9 0.03%/events/461/thursday-farmers-market 481 1.55%
slo county events 9 0.03%/events/195/28th-annual-vine-street-victorian-showcase 422 1.36%
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Jul Aug Sep Oct Nov Dec
Organic Visits Comparison
Prior Year Current Year
Page 3 of 18
Date: January 4, 2016
Client: Visit San Luis Obispo County
Date Range: December 1 - 31, 2015
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Movie Lovers 14,959
TV Lovers 13,574
Cooking Enthusiasts/Aspiring Chefs 13,536
News Junkies & Avid Readers/Entertainment & Celebrity News Junkies 11,939
News Junkies & Avid Readers 11,440
Travel Buffs 10,886
Technophiles 10,115
Shoppers/Shopaholics 9,800
Home Decor Enthusiasts 9,205
Health & Fitness Buffs 8,571
Other Categories:
Top 10 Categories Visits
Arts & Entertainment/Celebrities & Entertainment News 8,259
News/Weather 8,076
Arts & Entertainment/TV & Video/Online Video 6,495
Food & Drink/Cooking & Recipes 6,271
Shopping/Consumer Resources/Coupons & Discount Offers 4,128
Reference/General Reference/Dictionaries & Encyclopedias 3,715
Real Estate/Real Estate Listings 3,413
Food & Drink/Food/Baked Goods 3,314
Travel/Air Travel 2,606
Internet & Telecom/Email & Messaging 2,601
Affinity Categories broaden the scope to identify users in terms of
lifestyle; for example, Technophiles, Sports Fans, and Cooking
Enthusiasts. These categories are defined in a similar way to TV
audiences, and represent an opportunity to understand the behavior
of your audience.
Other Categories are used to classify groups of users based on the
specific content they consume, along with how recently and
frequently they consume that content. This category data provides a
more focused view of your users, and lets you analyze behavior more
narrowly than Affinity Categories.
* Per Google
9.28%
16.62%
11.22% 8.90% 10.60%
5.60%
4.57%
8.82%
7.35%
6.17%
6.15%
4.72%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 4 of 18
Date: January 4, 2016
Client: Visit San Luis Obispo County
Date Range: December 1 - 31, 2015
Top Content:Geographic:
Top Landing Pages Entrances
/events 6,260
/3,883
/blog/778/new-years-on-the-central-coast 3,837
/restaurant-month 2,435
/events/all/holiday_activities 1,690
/events/924/lighted-boat-parade-and-tree-lighting 1,439
/events/1867/2015-new-year-s-eve-party-at-novo 1,039
/our-area 729
/activities 619
/events/461/thursday-farmers-market 562
Top Content Pages Pageviews
/events 12,164
/blog/778/new-years-on-the-central-coast 7,082
/restaurant-month 7,020
/5,654
/events/all/holiday_activities 4,330
/events/2641/rock-the-holidays 3,461
/events/2593/cambria-christmas-market 2,283
/events/1867/2015-new-year-s-eve-party-at-novo 1,900
/events/924/lighted-boat-parade-and-tree-lighting 1,632
/our-area 1,598
Top Exit Pages Exits
/events 2,727
/blog/778/new-years-on-the-central-coast 2,570
/2,147
/restaurant-month 2,128
/events/924/lighted-boat-parade-and-tree-lighting 1,318
/events/2593/cambria-christmas-market 854
/events/2641/rock-the-holidays 822
/events/all/holiday_activities 791
/events/1867/2015-new-year-s-eve-party-at-novo 773
/our-area 754
11%
11% 11% 5% 4%
3%
2% 2%
2%
2%
46%
Top Cities Los Angeles
San Luis Obispo
San Francisco
Paso Robles
Atascadero
Arroyo Grande
Baywood-Los Osos
Santa Maria
Morro Bay
Nipomo
Other
88.4%
1.3%
1.1% 1.0%
0.8%
0.6%
0.6%
0.5%
0.5% 0.5%
4.5%
Top States California
Georgia
Texas
New York
Arizona
Washington
Oregon
Nevada
Colorado
Illinois
Other
36.83%
20.17%
18.19%
3.99% 3.35%
2.69% 1.70% 1.59% 1.25%
1.13%
9.13%
Top Metros Santa Barbara-Santa Maria-San Luis Obispo CA
Los Angeles CA
San Francisco-Oakland-San Jose CA
Fresno-Visalia CA
Sacramento-Stockton-Modesto CA
Monterey-Salinas CA
San Diego CA
Bakersfield CA
Atlanta GA
New York NY
Other
Page 5 of 18
Date: January 4, 2016
Client: Visit San Luis Obispo County
Date Range: December 1 - 31, 2015
In-MarketVs Vistor:
6,892
11,327
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
In-Market
Out of Market
Desktop Visits
7,180
17,892
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000
In-Market
Out of Market
Mobile/Tablet Visits
62.17%
37.83%
71.36%
28.64%
Page 6 of 18