HomeMy WebLinkAbout02-10-16 - TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business
Improvement District Board
Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public
inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours.
Wednesday, February 10, 2016
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, January 13, 2016
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 UPDATE 15 mins
Representatives from BCA + StudioGood will present an update to the Board on the marketing activities
during the previous month.
2. PUBLIC RELATIONS MONTHLY UPDATE 15 mins
Representative from the SLO Chamber will present an update to the Board on the public relations
activities during the previous month.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of
public testimony.
1. CAL POLY NEW STUDENT & TRANSITIONS PROGRAMS SPONSORSHIP REQUEST 15 mins
In response to the Board’s request to expand the sponsorship package for the New Student & Transitions
Programs including Open House and Orientation, representatives from Cal Poly will present the
sponsorship requests for the Board’s consideration.
2. 2016-17 BUDGET PROCESS 10 mins
Staff will present the Board with the proposed budget process for discussion and the development of the
2016-17 budget.
TBID LIAISON REPORTS & COMMUNICATION
At this time board members make announcements, report on activities, refer to staff issues for study and report
back to the board at a subsequent meeting.
1. HOTELIER UPDATE – Liaison Reports
2. MANAGEMENT COMMITTEE UPDATE – Minutes: January 26, 2016
3. MARKETING COMMITTEE UPDATE – Minutes: February 2, 2016
4. PCC UPDATE –Minutes: January 13, 2016
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 February 5, 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
Tourism Business Improvement District Board
Wednesday, January 13, 2016
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, January 13, 2016 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 Matthew Wilkins, LeBren Young-Harris,
and Vice-Chair Clint Pearce, and Chair Nipool Patel
Absent: Board Members Kimberly Walker and Dean Hutton
Staff
Present: Tourism Manager Molly Cano and Deputy City Clerk Heather Goodwin
PUBLIC COMMENT ON NON-AGENDA ITEMS
Chuck Davidson, Visit SLO County, introduced Becky Singh as the new Director of Marketing;
provided an update to the Visit SLO County’s marketing committee; announced that an
educational seminar will take place on February 3, 2016; stated that the Morro Bay City Council
approved to have an in-house Tourism program at their January 12, 2016 City Council meeting.
CONSENT AGENDA ITEMS
MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER HARRIS
CARRIED 4-0, to approve Consent Calendar Items C1 thru C6.
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, DECEMBER 9, 2015
MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER
HARRIS CARRIED 4-0, to approve the Minutes of the Tourism Business Improvement
District Board meeting of December 9, 2015, as presented.
C2. SMITH TRAVEL REPORT
MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER
HARRIS CARRIED 4-0, to approve the Smith Travel Report.
Draft – Tourism Business Improvement District Board Minutes of January 13, 2016 Page 2
City of San Luis Obispo, Title, Subtitle
C3. CHAMBER PUBLIC RELATIONS REPORT
MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER
HARRIS CARRIED 4-0, to approve the Chamber Public Relations Report.
C4. BCA + STUDIOGOOD MARKETING REPORT
MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER
HARRIS CARRIED 4-0, to approve the BCA + StudioGood Marketing Report.
C5. CHAMBER VISITOR CENTER REPORT
MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER
HARRIS CARRIED 4-0, to approve the Chamber Visitor Center Report.
C6. TOT (TRANSIENT OCCUPANCY TAX) REPORT
MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER
HARRIS CARRIED 4-0, to approve the TOT Report.
PRESENTATION ITEMS
1. MARKETING AGENCY QUARTERLY REPORT
Representatives from BCA + StudioGood presented an activity report for their marketing
activities over the previous quarter for the SLO TBID; stated that the Visit SLO County
Visitors Guide will be published late February 2016; announced that January is
Restaurant month; spoke about the TripAdvisor advisor banner campaign, noting that the
focus will be on indoor activities during the holiday season; stated that Helium’s website
integration is underway; reported that there have been an increase in the total of website
users specifically in mobile traffic; reported that Central Coast Tourism Council (CCTC)
are continuing to do blog posts for promoting purposes; spoke about upcoming events
such as Helium website integration, Basketball Site Event, February eBlast, Long Beach
and San Francisco Trade Shows, SLO Film Festival, and SLO Marathon + Half
Marathon.
2. CHAMBER OF COMMERCE QUARTERLY REPORT
Representatives from the SLO Chamber presented their activity report for the public
relations and phone/availability contracts from the previous quarter for the SLO TBID;
stated that there has been an increase in hotel referrals to the Visitor Center; stated that
Visitor Center staff have been trained to help answer public questions; stated that walk-
ins and phone calls are up but email traffic were down; noted that there has been an
increase in calls from the retirement community locally and outside of the area; reported
on guest demographics.
Draft – Tourism Business Improvement District Board Minutes of January 13, 2016 Page 3
City of San Luis Obispo, Title, Subtitle
3. SLO WINE MID YEAR REPORT
Representatives from the SLO Wine Country Association presented their activity report
for the annual partnership contract status with the SLO TBID; spoke about brining
awareness to San Luis Obispo County; stated that SLO Wine will be hosting a
membership barbeque and several mixers; reported on website branding and partnering
with iiiDesign; stated that social media and website visitors have increased; spoke about
upcoming opportunities such as Roll Out the Barrels, the Road Shows in San Diego and
San Francisco, Familiarization Tour, and Taste the Place Campaign.
BUSINESS ITEMS
1. HOMESTAY MEMBER WEBSITE REPRESENTATION
The Board received a proposal from Studio Good for the listing of the Homestay properties
on the tourism website, SanLuisObispoVacations.com and responded to Board Member
inquires. Representatives from Studio Good spoke about making minor changes to the
SanLuisObispoVacations.com website, noting that the board is not asking for additional
funds; explained that the website will have an option to select either a hotel or homestay
which would then direct them to Helium’s website.
Board Member Harris questioned whether all homestays will be represented on the
SanLuisObispoVacations.com website. In response to Board Member inquiry, Tourism
Manager Cano explained that all permitted homestay properties will be able to opt-in to be
listed on the site.
Board Member Patel questioned whether homestays will have their own link on the
SanLuisObispoVacations.com website. In response to Board Member inquiry, Tourism
Manager Cano explained that there will be a direct link under the stay section for homestays.
MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER WILKINS,
CARRIED 4-0, to approve the final website design for site launch.
2. HELIUM LAUNCH APPROVAL
The Board reviewed the final Helium demonstration for the consideration to launch the
system on the website and responded to Board Member inquires. Tourism Manager Cano
provided an update to the launch of Helium’s website; stated that the were major server
updates which caused a delay in the launching of the website; stated that at the time of the
launch there would be minimal to no inventory and rooms loaded into the system which
would not allow visitors to book and room. With this lack of inventory in the system,
Zeppelin has stated that they will not be able to launch marketing efforts included in the
contract and would not be able to make their guarantees The Board discussed focused
outreach to the hotels to encourage adding inventory and rates. Once more properties are in
the system then the Board would request Zeppelin to initiate the advertising and booking
guarantees.
MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER HARRIS,
CARRIED 4-0, to approve do a soft launch of Helium and revisit marketing elements at a
future meeting.
Draft – Tourism Business Improvement District Board Minutes of January 13, 2016 Page 4
City of San Luis Obispo, Title, Subtitle
3. SUPPLEMENTAL ADVERTISING OPPORTUNITIES
The Board received a presentation from their marketing agencies, BCA/Studio Good on
supplemental advertising opportunities for consideration and responded to Board Member
inquires.
MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER WILKINS,
CARRIED 4-0, to approve up to $80,000 from the 2014-15 un-appropriated funds balance
for the supplemental advertising opportunity referred to as the “Rainy Day” promotion.
4. CENTRAL COAST TOURISM COUNCIL RETREAT SPONSORSHIP
The Board considered a sponsorship commitment for the hosting of the Central Coast
Tourism Council Annual Planning Retreat and responded to Board Member inquires.
MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER PEARCE,
CARRIED 4-0, to approve up to $4000 for the sponsorship support of the CCTC Annual
Retreat expenditures.
5. MID-YEAR EVENT PROMOTION FUNDING RECOMMENDATIONS
The Marketing Committee presented the funding recommendations for the 2015-16 Mid-
Year Events Promotion sponsorship program and responded to Board Member inquires; the
Board asked staff to work with Cal Poly on their sponsorship application in order for the
Board to fund the events in a way that would better serve the TBID and present that
opportunity at a future meeting.
MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER WILKINS,
CARRIED 4-0, to approve $8,000 in sponsorship funding for the 2016 San Diego Bacon &
Barrels and $27,000 in sponsorship funding for 2016 SLO Craft Beer Week.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE
No further report.
2. MANAGEMENT COMMITTEE UPDATE
No further report.
3. MARKETING COMMITTEE
No further report.
Draft – Tourism Business Improvement District Board Minutes of January 13, 2016 Page 5
City of San Luis Obispo, Title, Subtitle
4. PCC UPDATE
Vice Chair Pearce provided an update from the PCC.
5. VISIT SLO COUNTY UPDATE
Vice Chair Pearce reported on the activities from Visit SLO County.
6. TOURISM PROGRAM UPDATE
Tourism Manager Cano reported on program updates.
ADJOURNMENT
The meeting adjourned at 12:02 p.m. to the next Regular meeting, to be held on Wednesday,
February 10, 2016.
Respectfully submitted,
Heather Goodwin
Deputy City Clerk
STR Report January 2016
Week of January 3 - 9
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 43.2 51.6 105.87 100.24 45.79 51.71 -16.2 5.6 -11.5 4.0 17.5 -1.5
City of Pismo Beach 44.4 52.0 117.44 108.81 52.09 56.55 -14.6 7.9 -7.9 -7.9 -0.1 -14.7
City of San Luis Obispo 43.5 51.2 102.47 99.48 44.56 50.96 -15.1 3.0 -12.5 -12.5 0.0 -15.1
Week of January 10 - 16
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 56.8 67.1 112.63 111.45 64.00 74.83 -15.4 1.1 -14.5 0.5 17.5 -0.6
City of Pismo Beach 54.8 55.7 123.56 116.18 67.76 64.74 -1.6 6.4 4.7 4.6 -0.1 -1.6
City of San Luis Obispo 61.4 65.5 114.81 111.19 70.50 72.80 -6.2 3.3 -3.2 -3.2 0.0 -6.2
Week of January 17 - 23
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 53.8 61.1 109.38 104.96 58.90 64.13 -11.9 4.2 -8.2 7.9 17.5 3.6
City of Pismo Beach 52.4 59.0 121.00 114.93 63.40 67.82 -11.2 5.3 -6.5 -6.6 -0.1 -11.3
City of San Luis Obispo 57.8 64.6 114.50 106.84 66.21 69.01 -10.5 7.2 -4.1 -4.1 0.0 -10.5
Week of January 24 - 30
Percent Change
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 51.0 52.4 107.14 103.13 54.63 54.02 -2.7 3.9 1.1 18.8 17.5 14.4
City of Pismo Beach 51.3 52.7 117.76 111.02 60.41 58.46 -2.6 6.1 3.3 3.3 -0.1 -2.6
City of San Luis Obispo 51.3 54.4 109.98 103.32 56.37 56.17 -5.7 6.4 0.4 0.4 0.0 -5.7
January
2015 2014 2015 2014 2015 2014 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 51.2 58.1 109.02 105.38 55.85 61.17 -11.8 3.5 -8.7 7.3 17.5 3.7
City of Pismo Beach 50.7 54.8 120.16 112.86 60.93 61.89 -7.5 6.5 -1.6 -1.6 -0.1 -7.6
City of San Luis Obispo 53.5 58.9 111.14 105.68 59.46 62.26 -9.2 5.2 -4.5 -4.5 0.0 -9.2
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
Occ %Percent Change
ADR RevPAR
ADR
Occ %
Occ %RevPAR
RevPARADR
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2016
Media Releases
San Luis Obispo launches updated events app
Wrote release regarding the updated SLO Happenings app.
Media/Community Relations
1. Worked with regional partners to coordinate press trip for Kim Westad of the Times
Colonist from Victoria, BC.
2. Submitted Barrelhouse Brewing Co. new location and SLO Provisions expansion to Visit
California for their quarterly ‘What’s New in CA’ round up.
3. Pitched the SLO TBID’s ‘money for a rainy day’ promotion to Ventana Monthly, LA
Times, Local Getaways, San Diego Union Tribune, Westways, Yahoo Travel, 805
Living and Trekaroo.
4. Coordinated San Luis Obispo portion of press trip for Alison Stephenson,
the Entertainment Editor of News.com.au.
5. Worked with Visit San Luis Obispo County on Sports Heritage angle for BucketList
Publications FAM.
6. Pitched San Luis Obispo as the best small town shopping experience to Small Town
Big Deal.
7. Worked with Landis Communications to coordinate FAM trip on behalf of their San
Luis Obispo client, Native Trails.
8. Coordinated April 2016 press trip for travel writer Patty Burness.
9. Coordinated March 2016 press trip for Melody Pittman of Wherever I May Roam.
10. 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
January 2016
Media Relations/Placement
San Francisco Chronicle travel supplement
The San Francisco Chronical and corresponding digital outlets SFGate.com and
SFChronicle.com cover local breweries, hotels, events and trends in San Luis Obispo.
Circulation/Audience: 211,779
Unique Visitors Per Month: 10,196,173
Articles: 5
1. The new craft-brew artisans in San Luis Obispo County
This piece was pitched to the author Lynne Bennett last April.
http://www.sfchronicle.com/travel/centralcoasting/article/The-new-craft-brew-artisans-in-
San-Luis-Obispo-6743846.php?t=900ea25d7000af33be&cmpid=twitter-premium
2. Granada Hotel and Bistro, San Luis Obispo
http://www.sfgate.com/travel/centralcoasting/article/Granada-Hotel-and-Bistro-San-Luis-
Obispo-6749768.php
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2016
3. Things to do in San Luis County
All of the events listed take place in San Luis Obispo City.
http://www.sfgate.com/travel/centralcoasting/article/Things-to-do-in-San-Luis-County-
6749766.php
4. Stomping grounds for the spandex set
http://www.sfgate.com/travel/centralcoasting/article/Stomping-grounds-for-the-spandex-
set-6749769.php#photo-9191259
5. Hit the trails
Article highlights the Bob Jones and Johnson Ranch trails.
http://www.sfgate.com/travel/centralcoasting/article/Hit-the-trails-6749773.php
6. Five California Winemaking Regions You Probably Haven’t Been To
The Bold Italic article highlights Edna Valley as a region that produces “some of the
most balanced and elegant wines in California.” The article goes on to recommend
dining in downtown San Luis Obispo and staying at the Madonna Inn.
Unique Visitors Per Month: 25,516
http://www.thebolditalic.com/articles/7340-five-california-winemaking-regions-you-
probably-haven-t-been-to-
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2016
7. Deal: $100 gift card with a hotel stay in San Luis Obispo? Yes, please!
LA Times article highlights the TBID’s Rainy Day promotion. The article was also picked
up by several other outlets and bloggers.
Unique Visitors Per Month: 25,599,578
http://www.latimes.com/travel/california/la-trb-san-luis-obispo-hotel-gift-card-20160127-
story.html
https://www.travelingmom.com/get-paid-100-visit-san-luis-obispo/
http://www.wopular.com/deal-100-gift-card-hotel-stay-san-luis-obispo-yes-please
http://news.list-online.com/deal-100-gift-card-with-a-hotel-stay-in-san-luis-obispo-yes-
please/
8. $100 Reasons to Visit San Luis Obispo Before March 31
Local Getaways dedicated email blast about the TBID’s Rainy Day promotion, calling
San Luis Obispo ‘one of my favorite California cities to visit.’
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2016
9. Best Solo trips for 2016
SmarterTravel.com article features a California coast road trip, with a stop in San Luis
Obispo, as one of the best solo trips to take in 2016. The article was picked up by 20+
outlets and bloggers including USA Today.
Unique Visitors Per Month: 13,716,850
http://www.usatoday.com/story/travel/destinations/2016/01/14/single-solo-travel-
ideas/78758620/
Unique Visitors Per Month: 3,116,287
http://www.smartertravel.com/photo-galleries/editorial/best-solo-trips-for-
2016.html?id=1123
10. Here’s What Happened When I Road Tripped Around Southern California
BuzzFeed article highlights San Luis Obispo as a stop along the author’s California road
trip.
Unique Visitors Per Month: 20,379,899
http://www.buzzfeed.com/travelinganna/california-
dreamin?utm_term=.ytgx2WX6g#.mdqGEOARV
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2016
11. Been Dreaming of California
Canadian World Traveler article highlights time spent in San Luis Obispo on recent
press trip saying she wished she ‘had an extra day to linger here.’
Circulation/Audience: 58,000
http://canadianworldtraveller.com/Destinations_&_Articles_California_%20Winter_2015-
16.htm
12. Top three things to do in San Luis Obispo
Hello Megan O blog post highlights the outdoors, coffee shops and craft beer options in
San Luis Obispo.
Self-reported stats:
Monthly Page Views: 1,500+
Twitter Followers: 230+
Facebook Followers: 130+
Instagram Followers: 690+
http://hellomegano.com/top-3-things-to-do-in-san-luis-obispo/
SLOTBID AGENCY REPORT
HAPPENING NOW
• Rainy Day Promotion marketing
• February E-Blast
• CCTC Map Photo
SLO VACATIONS
• Launched Hel ium and integrated with website
• Added pages:
-SLO Film Fest
-Eroica
-Rainy Day Promotion
• Targeted e-blasts to San Diego for Rainy Day
Promotion
• Targeted e-blasts to master database for Rainy
Day Promotion
• New banner ad creative for Rainy Day
Promotion
SHARESLO
• ShareSLO Chef Series
• Rainy Day Promotion – Facebook ads
• #Foodiechats- Visit CA sponsored Twitter Chat
PARTNERSHIPS
• Cal Poly
-Basketball Suite Event for TBID sales &
marketing teams
-Banner ad in ongoing Athletics
newsletters
• SLO Chamber
-Rainy Day promotion coordination
• Events
-Deliverables coordination with currently
sponsored TBID events
• CCTC
-ShareSLO Picture of the Week (4)
-Discover new restaurants during SLO
Restaurant Month
LOOKING AHEAD
• Long Beach, San Francisco 2016 Tradeshows
• SLO Film Fest Planning
• Eroica Planning
• SLO Marathon + Half Planning
January 2016
SESSIONS PAGE VIEWS USERS REFERRALS
SanLuisObispoVacations.com 24,197 45,181 20,366
m.facebook.com
slocity.org
facebook.com
GOSLO Mobile Experience 28 71 25 index.about.com
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
1.349
38,659
696,295
6,011
485
3,027
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
54
3,226
396
310
INSTAGRAM
New Followers
Total Followers
Total Engagements
#ShareSLO
417
4,837
4,156
1,476
YOUTUBE SLO Promo Video 14,913
METRICS OVERVIEW January 2016
Report to City of SLO – TBID
Phone Line and Availability Contract
January 2016
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
Jan 2016
Calls to
1-877-SLO-TOWN
7 5 33 22 67
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Jan 2016
Email Response 10 10 4 9 33
Phone Calls to
Hotels
27 27 33 28 115
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Jan 2016
Visitors Served
(Walk-ins)
1,326 1,048 1,022 1,106
4,502
Farmers Market n/a n/a n/a n/a
Hotel Rooms
Referred
521 631 385
425
1,962
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$ 429,600$ 9.8%57 59.2 3.9 $110.70 117.78$ 6.4 $63.06 69.72$ 10.6
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$ 3,802,310$ 8.1%72.97 75.10 128.84$ 138.86$ 95.36$ 105.69$
Occupancy ADR RevPAR
Figures from Smith Travel Research report
ORIENTATION.CALPOLY.EDU
TBID PROPOSAL
NEW STUDENT & TRANSITION PROGRAMS
DATES
OPEN HOUSE
• April 14–16, 2016
STUDENT LIFE ORIENTATION (SLO) DAYS
• Session 1: Wednesday/Thursday, July 6–7
• Session 2: Saturday/Sunday, July 9–10
• Session 3: Tuesday/Wednesday, July 12–13
• Session 4: Monday/Tuesday, July 18–19
• Session 5: Thursday/Friday, July 21–22
• Session 6: Tuesday/Wednesday, July 26–27
• Session 7: Saturday/Sunday, July 30–31
• Session 8: Tuesday/Wednesday, August 2–3
• Session 9 (Mustang Express): Wednesday/Thursday, August 10–11
• Session 10 (Off site): Saturday, August 13
• Transfer Session: Sunday/Monday, August 14–15
• Session 11 (September SLO Day): Saturday, September 17
WEEK OF WELCOME (WOW)
• Sunday/Sunday, September 18–25
• Sunday, September 18: Big Fall Welcome
• Monday, September 19: College Connection
• Thursday, September 22: First Day of Fall Classes
• Friday, September 23: Evening Programming Resumes
• Sunday, September 25: Campus-Wide Club Showcase
NEW STUDENT &
TRANSITION PROGRAMS
New Student & Transition Programs
serves as a home and resource to all
new students and their supporters
and to ensure their successful
transition to Cal Poly.
NSTP’s three flagship programs
include:
Open House. Open to all admitted
students and their supporters as well
as the San Luis Obispo and Cal Poly
communities. Join us for the 23rd
Annual Open House, Celebrating the
Mustang Legacy, April 14th-16th.
Student Life Orientation Days.
Summer orientation program
mandatory for all new students.
New students will get their first on
campus experience as new Mustangs.
Make connections with new students,
leaders, and your college and explore
campus and the San Luis Obispo
community in this two-day, overnight
event.
Week of Welcome. Known simply as
“WOW”, Week of Welcome is a nearly
60 year-old tradition at Cal Poly
taking place in September leading up
to and around your first days of class.
Start off your career as a Mustang
in this full immersion week in you
and your group and WOW Leaders
move-in, kick off the year with the
Big Fall Welcome, explore the central
coast, learn about your role as part
of the Mustang Nation, start on
your Journey to Academic Success,
and make life-long connections.
Mandatory for all new students,
starting September 17th through the
first day of classes September 22nd.
Club Preview Night at Farmers’ Market
14THURSDAY
Campus Showcase
Poly Royal Parade
Kids’ Fair
Poly Royal Stage
Special Events
Admitted Students Preview Day
Friday Nite Invite
Coffee House
SANLUISOBISPOVACATIONS.COM
1-877-SLO-TOWN
orientation.calpoly.edu/openhouse
@cporientation
calpolyopenhouse
VISIT THE LINKS BELOW FOR MORE INFO!
guidebook.com/g/CPOH2016
Download the app to personalize your schedule!
MU S T AN GCELEBRATING TH E
OPEN HOUSE
APRIL 2016
UNLIMITED POSSIBILITIES
15FRIDAY
16SATURDAY
Left: Open House poster design.
The year-long theme stems from
the design used during Open
House. Cal Poly motifs were used
to represent the idea of the Cal Poly
legacy. Student-designed by NSTP
graphic designers, Jillian Ray and
Angelina DiFrancesco.
MU S TAN GCELEBRATING TH E
CAL POLY OPEN HOUSE
MU S TAN GCELEBRATING TH E
CAL POLY OPEN HOUSE
MU S TAN GCELEBRATING TH E
CAL POLY WEEK OF WELCOME
TBID PROPOSAL
NEW STUDENT & TRANSITION PROGRAMS
ORIENTATION.CALPOLY.EDU
PROPOSAL BREAKDOWN
SPRING
• Tourism logo and website information on all Open House & orientation marketing collateral given to all potential and matriculated students
• Table at Resource Fair during Open House, April 16th
• Inclusion in the annual Orientation Mailer via a quarter page “Plan your visit” section, sent to all new students and their families who have accepted their offer (approximately 5,500 students)
• Opportunity to have SLO Tourism Printed handout and insert given to parents and students at check in of Open House
• Open House “Platinum” level sponsor benefits:
• On-Campus tabling, Open House Admitted Students Day, April 15th
• Banner in Guidebook App, available to all Open House guests as downloadable customized schedule
• Banner displayed throughout Open House weekend in University Union Plaza
• Logo printed on back of volunteer T-Shirts
• Link to website on Open House web page
• Logo on official Open house banner displayed around campus of Open House weekend and during the Poly Royal Parade
• Listed in Guidebook App and printed schedule available to all attendees
SUMMER
• Inclusion of handout/tourism materials as part of SLO Days check-in materials given to all new students and their families
• Inclusion of SLO Tourism multimedia materials in SLO Days family and student programming
• Table at Resource Fair during SLO Days dates
• Banner displayed during all SLO Days dates in University Union Plaza
FALL
• Table at Resource Fair during Week of Welcome
• Banner displayed during Week of Welcome in University Union Plaza
YEAR ROUND
• “Plan your visit” tab on NSTP website with direct link
PROPOSAL AMOUNTS
For these benefits, we propose that TBID funds NSTP $20,000
PROPOSAL
OVERVIEW
Cal Poly New Student & Transition
Programs (NSTP) sees over 50,000 guests of
students and their families between Open
House, Student Life Orientation Days, and
Week of Welcome annually. NSTP becomes
the first stop for these students and
parents and they begin their careers at Cal
Poly, serving as a resource as they begin
their transition to life at Cal Poly, San Luis
Obispo. NSTP provides inherit benefits to
San Luis Obispo tourism, not only drawing
guests in for our events, but by being the
first stop of programming, education,
and exposure to San Luis Obispo and
the California Central Coast. NSTP can
help provide more opportunities for this
exposure and education through our
programs and materials to help give more
resources to our students and parents as
they engage and connect further with San
Luis Obispo as well as plan future visits.
Below, here are the opportunities that San
Luis Obispo tourism can use to further
engage and connect with our new students
and their families:
Tourism Business Improvement District
Management Subcommittee
Meeting Minutes
January 26, 2016 – 3:00 pm
City Hall
PRESENT: Pearce; Harris; Wilkins
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. Helium Launch Update
The committee reviewed the initial feedback on the status of Helium post launch from staff and
StudioGood. Staff presented the functionality issues due to server crashes, lack of inventory and rates
in the system, and the compatibility and customizability of the system to serve our needs. The
committee gave direction to staff and StudioGood to continue moving forward with the system on the
site and to continue to encourage properties to load their inventory and rates in the system.
2. Visit SLO County Research Project Buy-In
The committee reviewed and discussed the opportunity for co-op buy-in on the Visit SLO County
research projects to more clearly define existing and potential visitors of the area. Based on the
recommendation from the agencies the committee directed the staff and agency to move forward with
on research project.
Action: To participate in the “Assignment 1” research project directed at the demographic and
psychographic profile of current and potential visitors to SLO. The funding for this research project
would come from the existing marketing budget, specifically the funds earmarked for Visit SLO
County co-op program.
3. Tourism Program Considerations
The committee revisited the discussion on the considerations for the future tourism programs
including the long term support plan. The committee specially discussed the need to establish a
support position for the program, similar to other tourism program staffing structures in other
competing destinations throughout the region. This position would support the efforts of the Tourism
Manager and the committee noted that creating this position was timely based on their needs and
future projects.
Action: The committee directed staff to create a scope of the position, perform fiscal research to
anticipate budget impacts, and explore various funding options.
4. New Business Items
The next Management Committee meeting is scheduled for March 1 at 3:00 pm.
Tourism Business Improvement District
Marketing Subcommittee
Meeting Minutes
February 2, 2016 – 2:00 pm
BOARD MEMBERS PRESENT: Hutton; Patel; Walker
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. 2016 SLO Jazz Festival Marketing Plan
The committee received a presentation from Scott Andrews on the 2016 SLO Jazz Festival’s
proposed marketing plan. The committee noted that they were pleased to see the focused attention on
the out of area advertising including: Monterey, Santa Barbara, Los Angeles, and Bay Area. The
committee also discussed Pandora ads. The media plan for out of area advertising was about 40% of
the ad buy. Scott will follow up after the event to present the results to the committee.
2. Rainy Day Promotion Update
The committee received an update from BCA on the Rainy Day promotion and campaign. To date the
campaign had received nearly 200 reservations in the 12 days since the campaign launched. The stays
are confirmed at various properties of all tiers throughout the City. The committee noted the success
of the offer at the San Diego tradeshow. BCA reviewed the collateral pieces, PR mentions, and media
placements for the campaign.
3. Bacon and Barrels, San Diego
Staff provided an update on the event planning and efforts made by the event producer. The
committee will continue to discuss the opportunities for the sponsorship activation at this event and
consider budget allocations at a meeting in the future.
4. New Business
The next meeting date has been set for Monday, March 7, 2016.
Minutes
Promotional Coordinating Committee
Wednesday, January 13, 2016
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, January 13th, 2016 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 Patricia Loosley, Daniel Levi, Chair Sasha Palazzo, and
Vice-Chair Jill LeMieux
Absent: Clint Pearce, Stephanie Roberson, Deborah Lewis
Staff Tourism Manager Molly Cano, Assistant City Clerk John Paul Maier and
Present: Recording Secretary Brad T. Opstad
PUBLIC COMMENT ON NON-AGENDA ITEMS
Traci R. McGinley, Incoming City Clerk, provided a brief introduction.
CONSENT AGENDA ITEMS
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, DECEMBER 9, 2015
MOTION BY COMMITTEE MEMBER LEVI, SECOND BY VICE-CHAIR
LEMIEUX, CARRIED 4-0, to approve the Minutes of the Promotional Coordinating
Committee meeting on December 9, 2015, as presented.
C2. COMMUNITY PROMOTIONS BUDGET REPORT
By consensus, the Committee directed staff to receive and file a presentation on the
Community Promotions Budget Report.
C3. PUBLIC RELATIONS REPORT
By consensus, the Committee directed staff to receive and file a presentation on the
Public Relations Report.
C4. GRANTS-IN-AID (GIA) SUPPORT REPORT
By consensus, the Committee directed staff to receive and file a presentation on the
Grants-In-Aid (GIA) Support Report.
Draft – Promotional Coordinating Committee Minutes of January 13, 2016 Page 2
City of San Luis Obispo, Title, Subtitle
C5. VISITOR CENTER REPORT
By consensus, the Committee directed staff to receive and file a presentation on the
Visitor Center Report.
C6. SLO HAPPENINGS PROMOTIONS REPORT
By consensus, the Committee directed staff to receive and file a presentation on the SLO
Happenings Promotions Report.
C7. SLO HAPPENINGS TECHNOLOGY REPORT
By consensus, the Committee directed staff to receive and file a presentation on the SLO
Happenings Technology Report.
C8. TOT (TRANSIENT OCCUPANCY TAX) REPORT
By consensus, the Committee directed staff to receive and file a presentation on the TOT
(Transient Occupancy Tax) Report.
PRESENTATIONS
1. OPEN SPACE UPDATE
Natural Resource Manager, Robert A. Hill, provided a brief introduction on City open
space and varying types of reserves in the City, stated that there were fourteen (14) open
space properties, and presented the City’s Open Space Trailhead Beautification and
Enhancement Project. Hill spoke briefly on the funds that contributed to the Open Space
Maintenance Plan including the role the PCC played in catalyzing the ideas into the
development of a Major City Goal, identified amenities that are included on the
trailheads, and presented the design concepts illustrate the kiosk design options for the
various open space properties.
Pierre Rademaker of Pierre Rademaker Design spoke on the difference between City
functional amenities and the importance of incorporating the City’s standard style guide
into the kiosk design, highlighted two categories of information focusing on the character
of trailhead kiosks and the continuity within the kiosk system.
2. SLO CHAMBER OF COMMERCE QUARTERLY UPDATE
SLO Chamber of Commerce Director of Communications and Business Education,
Molly Kern, spoke on the Chamber’s marketing support, presented the SLO Chamber of
Commerce Quarterly Report in which she provided data highlighting national and
international results of public relations, featuring SLO International Film Festival, wine
tours and several other City tourist attractions. Kern accentuated the Latest Best article
“Best Apple Picking Near Los Angeles” as representative of the variety of tourism
inducements SLO possesses, spoke on positive impacts from tourism that benefit the City
and explained the promotion of blogger focus, especially those which recommend family-
oriented and cultural activities.
Draft – Promotional Coordinating Committee Minutes of January 13, 2016 Page 3
City of San Luis Obispo, Title, Subtitle
Molly Kern further provided an update on the number of visitors served in the City as
reported by Visitor Center foot traffic, phone calls and e-mails received, and the events
added to the calendar of events.
Vice-Chair Lemieux spoke on the Public Relations work that is done and expressed
gratitude for the report provided.
Committee Member Levi inquired about why the Central Valley has a noticeably small
number reported in Visitor Center demographics. Molly Kern explained that Chamber
public relations efforts are not predominantly spent in Central Valley whereas SLO
County coastal cities do focus publicity efforts in that region.
3. SLO HAPPENINGS PROGRAM QUARTERLY PROMOTIONS UPDATE
Judith L. Cohen and Victoria Moreno of FreshBuzz Media presented the SLO
Happenings Program Quarterly Report and provided a brief design production history
relating to the new live pages of the SLO Happenings 2.0 App.
FreshBuzz Media noted that they underspent on the Facebook page until the final App
revisions are complete. In explaining App metrics and results since its September 1st
inception, they highlighted the increase in downloads (9860 for last two quarters), total
users (adding 3050 to new total of 12,910), page views (now totaling 76,629) and
clickthroughs on its new Splash Page.
The representatives of FreshBuzz Media also spoke on second quarter media results,
including the SLO Happenings’ promotional swag, Holiday Greeting brand content and
outreach to promoters, while accentuating timeline contests on social platforms
(Facebook, Twitter, #SLO, Instagram).
They discussed the release of the App in tandem with the Chamber of Commerce this
week and their promotional goals for it, which include Number of Downloads, Sessions
and Page Views, as well as Percentage of New Sessions.
4. SLO HAPPENINGS TECHNOLOGY QUARTERLY UPDATE
By consensus, this Item of the SLO Happenings Program Quarterly Promotions Update is
tabled until the February meeting.
BUSINESS ITEMS
1. 2016-17 GIA APPLICATION FINAL REVIEW
The committee reviewed the application with the changes requested at the December
meeting.
MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 4-0, to approve the 2016-17 GIA Application.
The GIA Task Force is currently in the second year of its cycle. The committee discussed
the pros and cons of naming new members to the task force and designated Committee
Draft – Promotional Coordinating Committee Minutes of January 13, 2016 Page 4
City of San Luis Obispo, Title, Subtitle
Member LeMieux as “backup” should Committee Member Pearce no longer be the
Tourism Business Improvement District (TBID) Board designee. This will be decided at
the April meeting.
PCC LIAISON REPORTS & COMMUNICATION
1. GIA UPDATE
Committee Member Loosely reported on the Holiday Parade attendee prospectus.
Tourism Manager Cano indicated that funding for the Noor Foundation event had been
forfeited because the event had been changed, but that they are eligible to reapply for the
funding.
2. TBID BOARD REPORT
Tourism Manager Cano provided a brief report of the December TBID Meeting,
highlighted fund balances, and announced the “Rainy Day” campaign launch in which
guests lodging in SLO on two consecutive nights may receive a $100 gift card, attainable
at Visitor’s Center; Committee Member Loosely inquired if the gift card was unrestricted
in terms of where may be redeemed.
3. TOURISM PROGRAM UPDATE
Tourism Manager Molly Cano reported that survey responses from homestays indicate
that while they desire qualified referrals, their booking systems differ substantially from
that of hotels, to inclusion in Helium is not their preferred option.
Tourism Manager Cano reported the CCTC (Central Coast Tourism Council) Retreat is
scheduled for mid-March and will include a mixer at Edna Valley Vineyard, conferences
at Marriott Courtyard, adventure excursion breakouts throughout County (Morro Bay,
Atascadero, and Pismo Beach), dinner at Luna Red one night, and Hearst Castle Visitor’s
Center the following evening. Fifty to seventy-five members are expected with their
spouses.
Committee Member Daniel Levi indicated he would re-apply for his Board seat.
Tourism Manager Cano announced she would attend the Visit California forum in which
our marketing agencies are Finalists for Best Overall Marketing Campaign at the Poppy
Awards. Cano reiterated that the Helium launch would be next week and that Trade Show
season commences in San Diego this month.
ADJOURNMENT
The meeting adjourned at 6:57 p.m. to the next Regular meeting to be held on February 10, 2016,
5:30 p.m.
Respectfully submitted,
John Paul Maier
Assistant City Clerk