HomeMy WebLinkAboutAgenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
PCC Agenda
Wednesday, January 13, 2016
5:30 pm
City Hall- Council Hearing Room
The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve
the quality of life available to all residents of and visitors to San Luis Obispo and (2) promote, in a
manner consistent with long-range community goals, the development of San Luis Obispo as a
regional and tourist center.
CALL TO ORDER: Chair Sasha Palazzo
PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time,
you may address the Committee on items that are not on the agenda but are of interest to the public
and within the subject matter jurisdiction of the Promotional Coordinating Committee. The
Committee may not discuss or take action on issues that are not on the agenda other than to briefly
respond to statements made or questions raised, or ask staff to follow up on such issues.
CONSENT ITEMS
C.1 Minutes of the Meeting on December 9, 2015
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 SLO Happenings Technology Report
C.8 TOT Report
PRESENTATIONS
1. OPEN SPACE UPDATE 20 mins
The committee will receive an update presentation from Bob Hill, Natural Resource Manager,
and Pierre Rademaker on the Open Space beatification plan.
2. SLO CHAMBER OF COMMERCE QUARTERLY UPDATE 20 mins
Representatives from the SLO Chamber of Commerce will present the quarterly report for their
contracts with the PCC.
3. SLO HAPPENINGS PROGRAM QUARTERLY PROMOTIONS UPDATE 10 mins
Representatives from FreshBuzz will present the quarterly promotions activity report for the
SLO Happenings program.
4. SLO HAPPENINGS PROGRAM TECHNOLOGY QUARTERLY UPDATE 10 mins
Representatives from GFL will present the quarterly activity report for the technology
developments with the SLO Happenings program.
BUSINESS ITEMS
1. 2016-17 GIA APPLICATION FINAL REVIEW 15 mins
The committee will approve the revised 2016-17 GIA application and timeline, direct staff to
release the application in February, and assign the 2016-17 GIA Task Force.
PCC LIAISON REPORTS & COMMUNICATION
At this time Committee members make announcements, report on activities, refer to staff issues for
study and report back to the Committee at a subsequent meeting.
1. GIA UPDATE – LIAISON REPORT
2. TBID BOARD REPORT – TBID Minutes: December 9, 2015
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on January 8, 2016 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 (DRAFT)
Promotional Coordinating Committee
Wednesday, December 9, 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, December 9, 2015 at 5:30 p.m. in the Council Hearing Room, located at
990 Palm Street, San Luis Obispo, California, by Vice Chair Lemieux.
ROLL CALL
Present: Chair Sasha Palazzo, Committee Members Daniel Levi, Deborah Lewis, Patricia
Loosley, Clint Pearce, Stephanie Roberson, and Vice-Chair Jill Lemieux
Staff Tourism Manager Molly Cano, Senior Civil Engineer Bridget Fraser, Engineer
Present: Michael McGuire, 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 PEARCE, SECOND BY COMMITTEE MEMBER
LEVI, CARRIED 6-0, to approve Consent Calendar Items C1 thru C8.
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, NOVEMBER 18, 2015
MOTION BY COMMITTEE MEMBER PEARCE, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Minutes of the Promotional
Coordinating Committee meeting on November, 2015, as presented.
C2. COMMUNITY PROMOTIONS BUDGET REPORT
MOTION BY COMMITTEE MEMBER PEARCE, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Community Promotions Budget Report.
Draft – Promotional Coordinating Committee Minutes of December 9, 2015 Page 2
City of San Luis Obispo, Title, Subtitle
C3. PUBLIC RELATIONS REPORT
MOTION BY COMMITTEE MEMBER PEARCE, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Public Relations Report.
C4. GRANTS-IN-AID (GIA) SUPPORT REPORT
MOTION BY COMMITTEE MEMBER PEARCE, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Grants-In-Aid Support Report.
C5. VISITOR CENTER REPORT
MOTION BY COMMITTEE MEMBER PEARCE, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the Visitor Center Report.
C6. SLO HAPPENINGS PROMOTIONS REPORT
MOTION BY COMMITTEE MEMBER PEARCE, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the SLO Happenings Promotions Report.
C7. SLO HAPPENINGS TECHNOLOGY REPORT
MOTION BY COMMITTEE MEMBER PEARCE, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the SLO Happenings Technology Report.
C8. TOT (TRANSIENT OCCUPANCY TAX) REPORT
MOTION BY COMMITTEE MEMBER PEARCE, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 6-0, to approve the TOT Report.
BUSINESS ITEMS
Chair Palazzo arrived at 5:45.
1. WAYFINDING SIGN PROJECT
City Senior Civil Engineer Bridget Fraser reviewed the background of the project, noting
that it commenced in 2011; explained the timeline and budget overview for the pedestrian
component will include ten signs to be installed in the downtown area by March 2016.
Draft – Promotional Coordinating Committee Minutes of December 9, 2015 Page 3
City of San Luis Obispo, Title, Subtitle
Designer Pierre Rademaker reviewed the Downtown Map Kiosks and the City Hall Kiosk
design; noted that the primary purpose of the map kiosks is to help visitors orient
themselves near the City’s transit center, parking garages, and the Mission Plaza; added
that the principal elements of the design include: location maps, walking distance timing,
key building names, and the international information “i” symbol. Mr. Rademaker
reported that the City Hall kiosk is designed to blend with the architecture of City Hall
rather than matching the pedestrian kiosk design; noted that the three elements of the
current kiosk include: office location, public noticing, and mailboxes.
Senior Civil Engineer Fraser noted that the next phases are presentation to the Cultural
Heritage Committee, the Architectural Review Commission, and the City Council,
following final design considerations, further funding, and lastly fabrication and
installation.
The Committee discussed potential opportunities and obstacles of the project design,
providing input concerning sight impairment access, kiosk height, kiosk location, content,
and size.
MOTION BY COMMITTEE MEMBER PEARCE, SECOND BY COMMITTEE
MEMBER LEWIS, CARRIED 7-0, to approve the current design direction.
2. MID-YEAR EVENT PROMOTION SPONSORSHIP ALLOCATION
Tourism Manager Cano noted that six applications were received for possible
sponsorship.
Holly Holiday, Director of Create Promotions spoke on the SLO Craft Beer Festival and
the Bacon and Barrels San Diego event, explaining her level of involvement; noted that
the SLO Craft Beer Festival is planned for late October 2016, adding that it will be a
week-long event and the event is targeted at the millennial and Gen-X markets; stated
that the event will showcase know Craft Beer names from around the country, including
“stars” from the Central Coast. She stated that while the Bacon and Barrels San Diego
event is not local, the intent is to further support the San Luis Obispo City brand at the
event, highlighting the products from the City.
Eva Ulz, Director of the History Center of San Luis Obispo County, explained that the
History Center’s application is to establish a history tour service; noted that the intent is
to create a history component offering it to tour companies, explaining that it would
encourage longer stays in the town; added that the revenue will fund staff time, noting
after initial funding, the project is planned to be self-sustaining.
Tourism Manager Cano reviewed the current balances: sponsorship balance, $2,515, the
Grants-In-Aid residual balance, $6,100, and the General Contract Services balance,
$10,175, noting a total possible funding of $18,790.
Draft – Promotional Coordinating Committee Minutes of December 9, 2015 Page 4
City of San Luis Obispo, Title, Subtitle
Committee Member Roberson expressed that the Love SLO project is her top preference,
prior to withdrawing from the meeting at 6:37.
The Committee discussed the funding balances and how they may be used, future needs
for the funding, and the general fit of the various projects to the Committee’s mission,
regarding promotion of the City that is designed for both residents and visitors.
The Promotional Coordinating Committee discussed the following projects:
Cal Poly’s Open House: The committee discussed support for printing only and the need
for sustainability as they have funded this project previously. Chair Palazzo abstained
from discussion due to a conflict of interest.
Cal Poly Orientation: The committee explained that the project request for the
transportation funding did not fit with the committee’s mission. Chair Palazzo abstained
from discussion due to a conflict of interest.
Love SLO 2016: The potential impacts of the project were discussed, relating to the
group’s current partnerships and the project as it aligns with the goals of the committee.
By consensus, the committee expressed support to the project.
Bacon and Barrels San Diego: By consensus, the committee explained that this project is
better suited for the Tourism Business Improvement District (TBID) Board funding,
noting that this is a great project for the promotion of San Luis Obispo; encouraged the
TBID Board to support the event and requested for staff to express their support to the
TBID Board.
SLO Craft Beer Week: By consensus, the committee expressed support to the local
advertising funding request.
SLO County History Tours: The committee expressed support of the idea of the project,
noting however, that the funding of a staff position is not available at this time; expressed
concerns with the project, adding that the committee’s intent is to fund San Luis Obispo
City programs. By consensus, the committee directed staff to provide feedback to the
applicant to help focus the event in a manner that promotes the committee’s goals and is
therefore eligible for future funding.
The Committee further discussed the funding balances and how they may be used.
MOTION BY VICE CHAIR LEMIEUX, DIED FOR LACK OF SECOND, to move the
Grants-In-Aid residual balance to the Events Sponsorship budget for the non-profit
events presented.
MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER
PEARCE, CARRIED 5-1 with committee member Levi opposed, to move the Grants-In-
Aid residual balance to the Events Sponsorship budget for support of community events.
Draft – Promotional Coordinating Committee Minutes of December 9, 2015 Page 5
City of San Luis Obispo, Title, Subtitle
MOTION BY COMMITTEE MEMBER LEWIS, SECOND BY VICE CHAIR
LEMIEUX, CARRIED 5-0, chair Palazzo abstained, to support the Cal Poly Open house
in the amount of $1,250.
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER
LOOSLEY, CARRIED 6-0, to support the Love SLO event in the amount of $4,250.
MOTION BY COMMITTEE MEMBER LEWIS, SECOND BY COMMITTEE
MEMBER PEARCE, CARRIED 6-0, to support the SLO Craft Beer Week event in the
amount of $3,000.
3. GIA APPLICATION REVIEW
Tourism Manager reviewed changes made to the GIA application, the overall program
budget, funding request, and media plan sections.
The Committee provided direction to staff to include check boxes with the questionnaire,
show both expenses and incomes in the budget, modify questions so that media funding
is also included in the funding priorities, and to state that printing costs are allowed for
funding.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA UPDATE
Committee Member Loosley reported that the organizers of the Noor event desire to
change their event focus. Staff explained that the funding must be returned when an event
is changed, adding that the applicant can then reapply for the funding. The Committee
clarified that the application must be presented in writing.
2. TBID (TOURISM BUSINESS IMPROVEMENT DISTRICT) BOARD REPORT
Committee Member Pearce reported that the new web site and promotional videos have
launched; added that the booking instrument, Helium, has been authorized at milestone 5
and launches in January; stated that TBID invested in two Cows for the Cow Parade event.
3. TOURISM PROGRAM UPDATE
Tourism Manager Cano reported that the coasters order is expected December 23;
explained that the Central Coast Tourism Council (CCTC) is focusing on three potential
dates for a retreat in March; and updated the Committee on the Tourism Intern projects.
Draft – Promotional Coordinating Committee Minutes of December 9, 2015 Page 6
City of San Luis Obispo, Title, Subtitle
ADJOURNMENT
The meeting adjourned at 7:47 p.m. to the next Regular meeting to be held on January 13, 2016,
5:30 p.m.
Respectfully submitted,
Kevin Christian
Recording Secretary
Community Promotions Budget 2015-16
Budget 2015-16 Amount
Budget 396,029$
2014-15 Released Encumbrances -$
Returned Funds (GIA)-$
Total Budget 396,029$
Expenditure Last Updated 1/7/2016
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 95,000$ 88,900$ 6,100$ GIA Recipients
Grants-in-Aid Support Contract 28,000$ 11,665$ Chamber of Commerce
Event Promotion Funding 40,000$ 45,985$ (5,985)$ City Administration
SLO Happenings Program - Technology 16,000$ 7,800$ GFL
SLO Happenings Program - Promotion 28,300$ 15,518$ FreshBuzz
General Contract Services 12,000$ 1,825$ 10,175$ Various: FreshBuzz,
Visitors Center 103,000$ 42,915$ Chamber of Commerce
PR Contract 32,000$ 13,354$ Chamber of Commerce
Downtown Maps 8,500$ Chamber of Commerce
Support Cost 5,000$ 848$ City Administration
Administration 28,229$ 28,229$ City Administration
Total 396,029$ 10,290$
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2015
Media Releases
City of SLO unveils newly redesigned tourism website and videos
Distributed press release regarding redesigned SanLuisObispoVacations.com and promotional
videos.
Love SLO Brings a Community-Wide Day of Service to San Luis Obispo
Edited and distributed press release for City sponsored event Love SLO.
Pacific Coast Railway Exhibit Grand Opening
Edited and distributed press release for GIA recipient SLO Railroad Museum to train enthusiast
and California History publications.
Media/Community Relations
1. Worked with Bridget Wiegman with the Milken Institute for her Best-Performing Cities
article.
2. Provided San Luis Obispo B-roll to Ryan Armstrong with the LOSSAN Rail Corridor
Agency for promotion of Amtrak’s Pacific Surfliner service to SLO.
3. Pitched San Luis Obispo as the Perfect Romantic destination for Valentine’s Day to Visit
California.
4. Submitted the following for consideration in Visit California’s Top Events and Festivals:
a. SLO Film Fest
b. Roll Out the Barrels
c. Eroica California
d. SLO Jazz Festival
e. Festival Mozaic
f. Love SLO
g. SLO Marathon
h. The Central Coast Railroad Festival
5. Submitted the following for consideration in Visit California’s Unique Multigenerational
Family-Owned Businesses:
a. Cattaneo Brothers
b. Firestone Grill
c. Cafè Roma
6. Submitted the following for consideration in Visit California’s 2016 Preview:
a. Discovery SLO
b. SLO Brew move and remodel
7. Provided photos to Chip Neuenschwander with Cal Poly for use in their student affairs
promotional materials.
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2015
8. Pitched San Luis Obispo as a great destination for girls’ trips to Theresa Edwards with
SheKnows.com.
9. Worked with regional partners to coordinate press trip for Kim Westad of the Times
Colonist from Victoria, BC.
10. Began coordinating March 2016 press trip for Melody Pittman of Wherever I May Roam.
11. Worked with the Central Coast Tourism Council to pitched the Design Village,
Reservoir Canyon hike and SLO’s craft beer scene as Hidden Gems to be featured in
Visit California’s 8-part video series spotlighting off-the-beaten path attractions.
12. Continued to work with the city, Barnett Cox & Associates and StudioGood on overall
tourism marketing campaign.
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2015
Media Relations/Placement
1. 20 Best Under-the-radar Film Festivals in 2016
Vacation Idea highlights the San Luis Obispo International Film Festival, pointing out
that “some of the screened independent films cannot be seen anywhere else outside the
festival.”
Unique Views: 280,495
http://vacationidea.com/weekend_getaways/best-under-the-radar-film-festivals.html
2. California adventure dream (Aventura soñadaen California)
Leila Cobo’s seven page spread in NEXOS, an American Airlines inflight magazine, calls
San Luis Obispo “the picturesque university town famous for its mission, vineyards and
hills.”
Circulation: 212,008
http://www.ink-live.com/emagazines/nexos/2281/december-2015/#90
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2015
3. Best Performing Cities
San Luis Obspo was named the tenth best performing Large Metro area in the nation by
the Milken Institute rising “14 places to join the Top 10 this year, building on its
impressive climb up the rankings last year.”
http://www.best-cities.org/bestcities.taf?rankyear=2015&type=large-cities&metro=MSLO
4. Best of 2015: Cultural Destinations
KCET Artbound article shares a list of the five “most commented, shared and viewed
stories” from 2015.
Unique Views: 363,840
http://www.kcet.org/arts/artbound/counties/best-california-destinations-2015.html
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2015
5. Glide through the holidays with ice skating in SLO
Santa Maria Times features WinterWonderSLO in its list family friendly activities during
the holidays.
Unique Views: 61,833
http://santamariatimes.com/news/local/military/vandenberg/glide-through-the-holidays-
with-ice-skating-in-slo/article_fd1c848b-0bbf-5d3d-8261-cd58c0bc7f8c.html
6. A SLO drive home
Ashley Stern blogs about her first time visit to San Luis Obispo on SternFrancisco.com
saying “There were a bunch of cool spots in SLO, so we will definitely be back.”
http://www.sternfrancisco.com/2015/12/a-slo-drive-home.html
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2015
7. City’s New Visitor Website & Videos
Noodls.com posted the press release regarding the redesigned
SanLuisObsipoVacations.com
http://www.noodls.com/viewNoodl/31240762/city-of-san-luis-obispo-ca/city8217s-new-
visitor-website--videos
8. Guess What? SLO here we come…
Two Plus Luna blogger, Lendy Salazar shares her family holiday experience in San
Luis Obispo over two blog posts that showcase large photos of both the Madonna Inn
and Apple Farm.
http://www.twoplusluna.com/2015/12/guess-what-slo-here-we-come.html
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2015
9. Top 10 Cities for Life Coaches
Thumbtack.com ranks San Luis Obispo within the top ten best cities for life coaches.
Unique Views: 200,000 (self-reported)
https://www.thumbtack.com/blog/lifecoach/
10. Our Road Trip Up the Coast
The Braund Bulletin
Kristyn and Mike Braund spend Thanksgiving weekend in San Luis Obispo, capturing
their hike up Poly Canyon, lunch at Firestone Grill and downtown.
http://thebraundbulletin.blogspot.com/2015/12/our-road-trip-up-coast.html
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2015
11. Top 10 Places to Retire in the USA – 2016
TheBestPlacetoRetire.com ranks San Luis Obispo in the top 10 places to retire in the
USA. Rankings based on area amenities and things to do, climate and weather, housing
options, cost of living, senior assistance, area demographics and job & volunteer
opportunities.
http://www.best-place-to-retire.com/top-10-places-to-retire-in-the-usa
Grants- in-Aid Marketing Support December 2015 Report
Organization Event VC PR SM EC MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X X
Cal Poly Corporation: Cal Poly Arts
La Guitarra California Festival
2015 X X X
Canzona Women's Ensemble
Canzona Women's Ensemble
Concerts X X X
Central Coast Arts International
SLO Multicultural Music & Dance
Showcase X
Central Coast Children's Choir Annual Concerts X X
Civic Ballet 2014 Nutcracker Ballet X X X
Ecologistics, Inc.
All-Star Benefit Concert to SLO
Down Cancer X X
Foundation for San Luis Obispo County Public
Libraries Library Foundation Literary Salon X
History Center of San Luis Obispo County
SLO Souls: Meet the Eternal
Residents of San Luis Obispo X X X X
Institute for Sustainable Living
ReSkilling Expo 2016: Learn
Practical Skills for Living
JCC - Federation of San Luis Obispo SLO Jewish Film Festival X X
Opera San Luis Obispo
Cavalleria Rusticana & Pagliacci: A
City-Wide Arts Collaboration X X X X
Saint Andrew Greek Orthodox Church Evening in Greece X X X
San Luis Obispo County Arts Council
Children's Day in the Plaza with
Passport to the Arts X
San Luis Obispo Little Theatre 2014-15 Season X X X
San Luis Obispo Railroad Museum Central Coast Railroad Festival X X X X X X
San Luis Obispo Soccer Club SLO Summer Classic X
San Luis Obispo Symphony New Year's Eve Celebration X X X X
San Luis Obispo Vocal Arts Ensemble
2016 California International
Choral Festival X
Senior Volunteer Services 7th Annual Giveaway Raffle X X X X
SLO Children's Museum Via Dei Colori SLO X X X X
SLO Downtown Association 40th Annual Holiday Parade X X X
SLO Downtown Association 20th Annual Concerts in the Plaza X X
SLO Noor Foundation
50 Shades of Color Fashion Revue
+ MusicFest X
United Way of San Luis Obispo County Flavor of SLO 2016 X
Wilshire Hospice
Dia de los Muertos in Mission
Plaza X X X X X
Black is current month, gray is past work
Returned or forfeited grant
25 Total; 23 served to date or in progress
VC- Dropped off materials for display in Visitor Center; brochures, posters, etc.
PR- Sent out Press Release
SM- Ran event through Social Media outlets
EC- Included in Event Calendar
MTG- Meet with Groups in person to offer public relations advice and support
ST- Sell Tickets for events through the Visitor Center
PC- In place of in person meeting, had phone call with group to discuss details.
Report to City of SLO – PCC
Visitor Services Contract
December 2015
Visitor Interaction
December
2014
November
2015
December
2015
Walk-ins 5,994 5,283 5,498
Farmers’ Market n/a n/a n/a
Phone calls 576 415 256
Emails 142 300 266
Visitor Center Highlights
• Promoted the San Luis Obispo Blues Society Christmas Dance Concert
• Promoted Santa’s House in The Mission Plaza
• Promoted Holiday in the Plaza Arts and Crafts
• Promoted the Cal Poly Choir presents ‘A Christmas Celebration’
• Enjoyed helping every single visitor that came through our doors
Demographic Snapshot
International travelers 212
Asia 17%
Africa 0%
Europe 31%
Australia/New Zeeland 12%
United Kingdom 18%
Canada 12%
South America 10%
Domestic travelers
(outside of CA.)
217
West Coast 8%
East Coast 33%
South West 27%
Mid-West 25%
South 7%
California travelers 1,250
Northern CA 20%
Southern CA 15%
Central Coast 60%
Central Valley 4%
Desert 1%
Calendar of Events
December
2015
January
2016
Events in calendar 298 54
SLO HAPPENINGS MONTHLY REPORT
REPORT PERIOD: December 1 – 31, 2015
PROGRAM SERVICES & RESULTS SUMMARY
Services Delivered: Promotional Social, Content and Promotional Straegies, Marketing and
Design, Application Marketing Strategies, Tactical Planning and Execution, App and Splash
Page Design and Promotional Coaster Design, Printing and Delivery.
APP AND CLICKS PERFORMANCE:
Number of App Sessions: 1,899
Number of Active Users: 1,123
Number of App Downloads: 427
Number of Page Views within the App: 11,786
Splash Page Link Clicks (bit.ly/SLOHappenings): 867
Add Event Page Link Clicks (bit.ly/AddYourSLOEvent): 19
ADVERTISING
MEDIA OUTLET Impressions Clicks CTR
Facebook Ads for Engagement / Awareness 41,355 540 2.65%
Facebook Ads for App Installs 1,365 31 .94%
*note: Media budget this month was underspent as we finalized changes to the app. We also stopped ads during the times the shortlink was
inaccurate. We will be setting up and optimizing the media spend for the next 2 quarters to promote the new revision.
SOCIAL CHANNELS
In December, we curated upcoming events, promotions and local information on all channels, optimized the
ad campaigns and provided quick response engagement, incrementally growing all channels. With the
ongoing targeting focused on local awareness, mobile users, as well as likes outreach, we continue to see
channel growth and engagement. We also launched a Holiday campaign featuring a Winter Wonder SLO
tickets giveaway campaign (see below image). We can expect a rise in results overall when we apply the
promtional strategies and targeted execution for the 2.0 version release in January.
FACEBOOK November 2015 December 2015 +/-
Likes 20,743 20,851 +108
Emails / Entries 379 172 +207
TWITTER November 2015 December 2015 +/-
Tweets 685 721 +
Following 1,835 2,135 +
Followers 1,405 1,506 +
Likes 79 84 +
INSTAGRAM November 2015 December 2015 +/-
Posts 56 69 +13
Followers 416 586 +170
Following 445 520 +75
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings December Report
December Events: 114
Submissions: 9
From Chamber: 105
Development Status
Development for the second app update was completed and submitted to the Google and Apple stores on time. Android
is already approved and Apple is due to be approved this w eek as per the schedule.
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$ 8.1%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$ 468,016$ -1.5%67.9 64.8 -4.5 $120.78 127.19$ 5.3 $81.96 82.40$ 0.5
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$ 3,372,710$ 7.8%72.97 78.28 128.82$ 143.08$ 95.35$ 112.89$
Occupancy ADR RevPAR
Figures from Smith Travel Research report
DRAFT
February 1, 2016
Dear Interested Organization:
The City of San Luis Obispo's Promotional Coordinating Committee (PCC), under direction of the City
Council, recognizes that cultural, social and recreational organizations make significant contributions to the
overall quality of life in the City of San Luis Obispo. Accordingly, the City sponsors a Grants-In-Aid program
to promote such activities within our community. The City awards annual grants totaling approximately
$90,000 to approximately 25 organizations each year.
At this time the City of San Luis Obispo invites you to apply for grant funding to be awarded as part of this
program.
To be considered for grant funding, organizations must have non-profit status (Articles of Incorporation,
501(c)(3) or (c)(6) status, Federal ID number and Tax Exempt Notification) prior to grant submittal. They must
also have clearly stated goals, and be able to demonstrate that their financial management practices are sound
and insure accountability. The City is unlikely to fund new projects which duplicate or conflict with existing
programs, services, or events. Project collaboration among organizations is encouraged.
Grant requests must be for programs and events that occur during the funding cycle, July 1, 2016– June
30, 2017.
Organizations that received promotional grants during the 2015-16 funding cycle must have complied with all
reporting requirements to be considered for a 2016-17 grant.
To be considered for a grant, organizations must have attended the mandatory meeting on Wednesday
February 10, 2016, at 5:00 pm in the Council Chamber and apply, using the attached application form, by NO
LATER THAN 5:00 p.m., Friday March 11, 2015. Late or incomplete applications will not be accepted.
The application must provide the following information:
Please submit 10 sets (typed, clipped, and 3-hole punched) of the attached application. Additionally,
please submit one copy (clipped) of the following:
• your organization's financial statement
• by-laws
• tax exempt certification
• a listing of all officers and staff
• signed statement of limitations and payment disbursement (Attachment 4)
PLEASE DO NOT SUBMIT OTHER SUPPLEMENTAL MATERIALS WITH THE REQUESTED
APPLICATION OR BIND/STAPLE YOUR APPLICATION MATERIALS.
It is important that your application provide all the requested information. Clear, concise and original
applications are best. Ten copies of your original application should be hand delivered or mailed to:
Promotional Coordinating Committee
Attn: Molly Cano
City of San Luis Obispo
990 Palm Street
San Luis Obispo, CA 93401
DRAFT
Please note the following dates:
1. February 1, 2016 - Application information available on the City’s website at
www.slocity.org/culturalGIA.
2. February 10, 2016 at 5:00 p.m., Special Meeting of the PCC - An informational workshop will be
held in the Council Chamber at City Hall, 990 Palm Street, to answer questions regarding the Grants-
In-Aid process. This meeting is mandatory for all applicants, as the PCC will elaborate on the
grant criteria to be applied.
3. March 11, 2016 - Completed applications will be due to the City Administration Office by 5:00 p.m.
LATE OR INCOMPLETE APPLICATIONS WILL NOT BE ACCEPTED.
4. May 18, 2016 at 5:30 p.m., Special Meeting of the PCC - Committee will present its preliminary
2016-17 Grants-In-Aid recommendations to applicants at a public meeting (all applicants will be
notified of this meeting by email).
5. June 2016 - City Council reviews PCC recommendations and makes final funding decisions.
6. July 2016 – Grant contracting with organizations.
7. August 2016 - Grants available to approved organizations when fully executed agreements are
returned.
If you have any questions, please contact Molly Cano at 781-7165 or mcano@slocity.org.
Sincerely,
Sasha Palazzo
Chairperson, PCC
DRAFT
PROMOTIONAL COORDINATING COMMITTEE
GRANT APPLICATION ASSESSMENT CRITERIA
Applications submitted to the Promotional Coordinating Committee will be evaluated both in terms of the
applicant and the grant proposal using the following criteria:
A. APPLICANT CRITERIA
1. Applicant organization must have a clearly stated purpose and function and be responsible for the planning
and provision of a cultural, social or recreational program/event.
2. Applicant must demonstrate that it has the managerial and fiscal competence to complete the proposed
project. Repeat applicants must have a successful history of using prior grant funds, as evidenced by a
completed and accepted Final Report.
3. The organization must have non-profit status as defined in Section 501(c)(3) or (c)(6) of the Internal
Revenue Code (no exceptions made).
4. The organization must give evidence that it has pursued other sources of financial support, and that it has
examined and weighed the financial ability of the target population to support its program or event.
5. The organization must extend its program to the general public and may not exclude anyone by reason of
race, religion, sex, national origin, sexual orientation, age, physical, mental or economic status.
6. The applicant organization must comply with the final report evaluation process as requested by the
Promotional Coordinating Committee.
B. GRANT CRITERIA & GUIDELINES
1. Priority will be given to events that take place in the City of San Luis Obispo or events of special benefit
to the City of San Luis Obispo.
2. Grant requests must meet one or both of the purposes below:
• Of tourism promotion advantage to the City of San Luis Obispo and/or;
• Of cultural, social, and/or recreational benefit to the residents of the City of San Luis Obispo.
3. Events and programs must take place during the City’s fiscal year July 1 through June 30. Priority will
be given to events that take place in “non-peak” tourism months (October through March) and bring
people to San Luis Obispo.
4. Priority will be given to requests pertaining to marketing and promotional efforts for the event in order
to drive visitors and tourists to the City of San Luis Obispo.
5. Additional consideration will be given to organizations celebrating an anniversary or grand opening.
6. Additional consideration will be given to organizations requesting “seed money” for new events or to
enter new promotional markets outside of San Luis Obispo.
7. Amount of other City support requested and co-op opportunities that are actively pursued will be
considered.
DRAFT
8. Demonstrated financial need is considered, although events with potential promotional benefit to the
City of San Luis Obispo will be given higher consideration.
9. Past grant performance of the organization is considered. Please note that integration of the City’s logo
and the City’s support of the event are imperative in order to receive grant funding for a
consecutive year.
10. Grants are not given for the following expenses:
a. Office overhead or staff
b. Equipment
c. Rental of space
d. Scholarships / Honoraria
e. Website design and maintenance
f. Mailing expenses
g. Printing expenses
h. Email systems
i. Video production
j. Prize give-aways
The following tiered structure will be guidelines to establish the grant amount:
First Tier: Up to $3,000
Organization of local reach with a cultural, social, and recreational benefit to the residents of San Luis Obispo.
The organization agrees to place the City’s logo on all its marketing material and its website (if one is available).
Second Tier: $3,001 to $7,500
Organizations that reach countywide and bring patrons to San Luis Obispo. The events have a distinct benefit to
the City’s residents, but also drive traffic from around the county to the City for the event. The organization agrees
to incorporate the City’s logo on marketing material and its website. In addition, the organization will include City
of San Luis Obispo visitors and tourism information in its mailings and marketing outreach.
Third Tier: $7,501 to $12,000
The organization effectively brings patrons from outside the county to San Luis Obispo and has the means to drive
tourism to the City. In addition to the integration of the City’s logo on marketing material and its website, the
organization will include City of San Luis Obispo visitors and tourism information in its mailings and marketing
outreach and allow physical presence of City Tourism at the event. The organization is encouraged to submit a
proposal to that effect.
Please note: as the City’s Grants-in-Aid program is considered by the Promotional Coordinating
Committee each year funding is provided, all applicants will have to compete for funding anew every year.
Sustainable Funding Program
If an organization receives continuous funding from PCC, Grants In Aid, it will be placed on the Sustainable
Funding Program tract. The Sustainable Funding Program will allow an organization to receive up to 8 years of
GIA funding. The intention of the Sustainable Funding Program is to provide initial support to local
organizations as their event becomes more established in the City of San Luis Obispo and the organizers have
the opportunity to cultivate new community partners and secure ongoing diverse funding options in order to
become self-sustaining.
Recipients on the Sustainable Funding Program can anticipate a reduction in GIA funds. After four years of
DRAFT
funding Grants In Aid award amounts may be reduced by one third each year for a maximum of four years or as
budgets allow. As organizations/events advance from the Sustainable Funding Program the PCC will have
greater opportunity to fund different organizations and foster new program events for the City of San Luis
Obispo. Once an event has advanced from the Sustainable Funding Program, the PCC will offer the event the
opportunity to receive the In-Kind Promotional Support from the City of San Luis Obispo.
In-Kind Promotional Support
The PCC acknowledges that once an event advances from the Sustainable Funding Program, the event may
wish to receive support from the City in a non-monetary manner. The PCC has created an In-Kind Promotional
Support package to offer post sustainable funded events that may include:
- Inclusion in the SLO Happenings campaign promotions
- Inclusion in the #ShareSLO campaign promotions
- Event listing on SanLuisObispoVacations.com
- Limited PR Support: Inclusion in the activity round-up press releases
- Use of City/ Tourism logo
If the event meets certain criteria defined by the City, the event may be provided with the City’s
Tourism logo and/or City emblem
- Letter of Support endorsing the event to be used to seek other event funding or grants
If the event meets certain criteria defined by the City, the event may be provided with a letter of
endorsement
To qualify for the In-Kind Promotional Support package, the event must have advanced from the Sustainable
Funding Program and must complete the required portion of the GIA application annually. As with the GIA
funding applications, the PCC will review the application for consideration prior to awarding the package.
DRAFT
APPLICANT: Please use this as a checklist for your application. It does not need to be submitted with the
application. Everything on this checklist is required, unless otherwise indicated.
1. Grant Application Form
a. Description of project or activities to be supported by the grant.
b. Description of who will benefit from the project, including any tourist
attraction potential.
c. Description of any collaborative efforts with other agencies relative to this
project.
d. The total amount requested, including a prioritized breakdown of individual
line items within that total.
e. Detailed budget for the project, indicating expenditures to be supported by
the grant and expenditures supported by other grant sources.
f. Crowd control safety plan (parades or large special events only).
g. Description of how your agency will acknowledge the City in your
promotional materials.
h. Organization’s website URL
2. Your organization’s most recent complete annual financial statement
3. Your organization’s by-laws
4. Your organization’s tax-exempt certification
5. A listing of all officers and staff
6. A signed statement of limitations and payment disbursement (Attachment 4)
NOTE: Please do not bind or staple your application materials.
Submit 10 sets (typed, clipped & 3-hole punched) of item # 1
Submit 1 set (clipped) of items # 2-6
LATE OR INCOMPLETE APPLICATIONS WILL NOT BE ACCEPTED.
Completed applications are due to the City Administration Office on
March 11, 2016 by 5:00 pm
DRAFT Page 1 of 5
GRANT APPLICATION FORM
DATE(S) OF EVENT: ___________________________________________________________
NAME OF EVENT: ____________________________________________________________
EVENT LOCATION: ___________________________________________________________
NAME OF ORGANIZATION:
ADDRESS OF ORGANIZATION:
_______________________________________________________________________________
_______________________________________________________________________________
WEBSITE URL: ________________________________________________________________
NAME OF CONTACT PERSON:
TELEPHONE NUMBER:
E-MAIL ADDRESS:
TOTAL AMOUNT REQUESTED:
In-Kind Promotional Support Only
PURPOSE OF GRANT REQUEST: (Word Limit: 100 max)
DRAFT Page 2 of 5
Please complete the entire application, answering all requests for information.
*Indicates required questions for In-Kind Promotional Support package applicants
1. Provide a brief description of the event or activity. (Word Limit: 100 max)*
2. Provide a brief description of your organization and its cause including how the project or
activities support the overall goals of the organization. (Word Limit: 250 max)*
3. Will your event be taking place within the City of San Luis Obispo?*
Yes ___ No ____
Venue Name: __________________________________________________________________
Venue Location: ________________________________________________________________
4. Has a City permit been issued for your event or have contracted the venue for your event date?
Yes ___ No ____
DRAFT Page 3 of 5
Note: Event applicants shall be responsible for securing a separate Special Event Permit with the
City. For use of City facilities, venues, or services, applications must be received no later than 90
days in advance and can be accepted up to 1 year in advance. The application form can be found at
the link provided. Application and fees are payable to the City of San Luis Obispo and can be
submitted directly to the Parks and Recreation Department located at 1341 Nipomo Street, San Luis
Obispo, CA 93401.
5. Is this a first year the event will take place? Yes ___ No ____
If yes, skip to question number 13
6. If not, how many years has it taken place?*
7. Where has it taken place previously?
8. What was the historical attendance?*
9. What is the expected event attendance?*
10. Expected percentage of in-county vs. out-of-county attendees:
11. Who is your target audience?*
12. Do you sell tickets or is it a free event? Tickets____ Free____
DRAFT Page 4 of 5
If tickets are required, please provide the price range. ________________________________
13. Describe any collaborative efforts with other agencies relative to this project. (Word Limit: 100
max and bulleted list is acceptable.) *
14. Overall Program Budget: Provide a detailed budget for the whole program/event, listing all
available support and income sources. Attach a separate sheet if more space is needed.
Source Amount
TOTAL $
15. Funding Request: Indicate total amount requested from the City of San Luis Obispo. Use the chart
below to prioritize the list of individual line items making up the total. Attach a separate sheet if
more space is needed.
Project Component Amount
Total $
DRAFT Page 5 of 5
16. Media Plan: Provide a detailed Media Plan including traditional and online media. Attach a separate
sheet if more space is needed.
Media Outlet Type & Frequency Cost of Advertising
Example:
LA Times Online Banners / 1,000 impressions $ XXXXX
The Tribune ½ page ads / 3 times $ XXXXX
17. Provide your crowd control and safety plan (parades or large special events only).
18. Describe how your organization will acknowledge the City’s support in your promotional materials.
(Word Limit: 100 max and bulleted list is acceptable.)
Be sure to include all supplemental materials as requested. Thank you.
Return Grant Application to:
Promotional Coordinating Committee
Attn: Molly Cano
City of San Luis Obispo
990 Palm Street
San Luis Obispo, CA 93401
DRAFT
PROMOTIONAL COORDINATING COMMITTEE
STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT
Please read the following document and sign to indicate that you have read and understand it.
Limitations:
This grant application does not commit the sponsor to award a grant or to pay any costs incurred in the
preparation of this application or to procure or contract for services or supplies. The Promotional
Coordinating Committee reserves the right to accept or reject any or all applications received, to fund on a
line item basis, to negotiate with all qualified applicants, or to cancel in part or in its entirety this
application, if it is in the best interest of the City to do so.
Payment of Funds:
All duties, obligations, and disbursements of funds are to be governed by the provisions of the agreement
between the City and the applicant receiving funds.
• An applicant awarded funds shall enter into a contractual agreement with the City of San Luis Obispo
for stated programs for the current grant period July 1, 2016 through June 30, 2017.
• The payment schedule will be stated in the contractual agreement.
• The contracting agency will agree to provide reports in such form and detail as may be required by the
City and the PCC to monitor contract performance prior to payment for programs.
• Contracting agency will provide City with an annual audit by an independent auditor to be approved by
the City, if the City should so request.
(Sample copies of standard City contract forms are on file with the City Clerk.)
I, , (printed or typed name of authorized applicant organization
representative), have read the above statement and fully understand its contents and implications. I further
attest that all the information contained in this application is accurate to the best of my knowledge.
Signature Date
Title
Applicant Organization
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