HomeMy WebLinkAbout02-10-16 - PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
PCC Agenda
Wednesday, February 10, 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 January 13, 2016
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. PUBLIC RELATIONS MONTHLY UPDATE 10 mins
Representative from the SLO Chamber will present an update on the public relations activities
during the previous month.
2. 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 FUNDING ALLOCATION 10 mins
The committee will review the funding allocation amount for 2016-17 GIA program for the
direction of the 2016-17 GIA Task Force.
2. 2016-17 BUDGET PROCESS 10 mins
The committee will consider the approach to the budget process for the development of the
2016-17 budgets.
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 – LIA ISON REPORT
2. TBID BOARD REPORT – TBID Minutes: January 13, 2016
3. TOURISM PROGRAM UPDATE
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
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 $100 gift card, attainable
at Visitor’s Center; Committee Member Loosely inquired if the gift card was unrestricted
in terms of where may be redeemed.
3. TOURISM PROGRAM UPDATE
Tourism Manager Molly Cano reported that survey responses from homestays indicate
that while they desire qualified referrals, their booking systems differ substantially from
that of hotels, to inclusion in Helium is not their preferred option.
Tourism Manager Cano reported the CCTC (Central Coast Tourism Council) Retreat is
scheduled for mid-March and will include a mixer at Edna Valley Vineyard, conferences
at Marriott Courtyard, adventure excursion breakouts throughout County (Morro Bay,
Atascadero, and Pismo Beach), dinner at Luna Red one night, and Hearst Castle Visitor’s
Center the following evening. Fifty to seventy-five members are expected with their
spouses.
Committee Member Daniel Levi indicated he would re-apply for his Board seat.
Tourism Manager Cano announced she would attend the Visit California forum in which
our marketing agencies are Finalists for Best Overall Marketing Campaign at the Poppy
Awards. Cano reiterated that the Helium launch would be next week and that Trade Show
season commences in San Diego this month.
ADJOURNMENT
The meeting adjourned at 6:57 p.m. to the next Regular meeting to be held on February 10, 2016,
5:30 p.m.
Respectfully submitted,
John Paul Maier
Assistant City Clerk
Community Promotions Budget 2015-16
Budget 2015-16 Amount
Budget 396,029$
2014-15 Released Encumbrances -$
Returned Funds (GIA)-$
Total Budget 396,029$
Expenditure Last Updated 2/2/2016
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$ 13,998$ Chamber of Commerce
Event Promotion Funding 40,000$ 45,985$ (5,985)$ City Administration
SLO Happenings Program - Technology 16,000$ 15,400$ GFL
SLO Happenings Program - Promotion 28,300$ 17,520$ FreshBuzz
General Contract Services 12,000$ 1,825$ 10,175$ Various: FreshBuzz,
Visitors Center 103,000$ 51,498$ Chamber of Commerce
PR Contract 32,000$ 16,025$ 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
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/
Grants- in-Aid Marketing Support January 2016 Report
Organization Event VC PR SM EC MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show 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
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 X 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 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
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
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
January 2016
Visitor Interaction
January
2015
December
2015
January
2016
Walk-ins 6,096 5,498 4,502
Farmers’ Market n/a n/a n/a
Phone calls 471 256 425
Emails 138 266 284
Visitor Center Highlights
Promoted San Luis Obispo Restaurant Month
Distributed $100 Gift Cards for “Money for a Rainy Day” promotion
Added Helium Hotel Booking service to Visitor Center iPad kiosk
Enjoyed helping every single visitor that came through our doors
Demographic Snapshot
International travelers 207
Asia 7%
Africa 0%
Europe 32%
Australia/New Zeeland 27%
United Kingdom 14%
Canada 9%
South America 11%
Domestic travelers
(outside of CA.)
370
West Coast 24%
East Coast 26%
South West 12%
Mid-West 26%
South 12%
California travelers 1,597
Northern CA 22%
Southern CA 19%
Central Coast 53%
Central Valley 5%
Desert 1%
Calendar of Events
January
2016
February
2016
Events in calendar 85 73
SLO HAPPENINGS MONTHLY REPORT
REPORT PERIOD: January 1 – 31, 2015
PROGRAM SERVICES & RESULTS SUMMARY
Services Delivered: Promotional Social, Content and Promotional Strategies, 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 – [MO / MO (+/-)]
Number of App Sessions: 2,719 (+820)
Number of Active Users: 1,589 (+466)
Number of App Downloads: 1,014 (+587)
Number of Page Views within the App: 16,281 (+4,495)
Splash Page Link Clicks (bit.ly/SLOHappenings): 902 (+35)
Add Event Page Link Clicks (bit.ly/AddYourSLOEvent): 30 (+12)
ADVERTISING
MEDIA OUTLET Impressions Clicks CTR
Facebook Ads for Engagement / Awareness 120,201 2,137 2.38%
Facebook Ads for App Installs 19,259 98 .88%
SOCIAL CHANNELS
In January, 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 app and
channel growth and engagement. With the new app’s official launch promotion scheduled for February
(including a new video), we can expect a rise in results overall when we apply the promotional strategies
and targeted execution
FACEBOOK December 2015 January 2016 +/-
Likes 20,851 20,851 +108
Emails / Entries 172 - -
TWITTER December 2015 January 2016 +/-
Tweets 721 757 +36
Following 2,135 2,225 +90
Followers 1,506 1,600 +94
Likes 84 89 +5
INSTAGRAM December 2015 January 2016 +/-
Posts 69 84 +
Followers 586 789 +
Following 520 520 +
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings January Report
January Events: 102
Submissions: 11
From Chamber: 91
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
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.
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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.
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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.
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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