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Visit San Luis Obispo County
- What’s New -
Activity Report, February 2016
Visit San Luis Obispo County to Create Multi-Year Strategic Plan
The Visit San Luis Obispo County Board of Directors has approved contracting with Coraggio Group on the
creation of a three-year strategic plan. Coraggio Group will conduct interviews and a survey with local tourism
stakeholders over the next couple months in the creation of the plan, which will set the big strategic priorities
of the Tourism Marketing District over the next few years. The development of the plan will also coincide with
the results of Visit San Luis Obispo County’s large-scale research project, which will be complete in May.
San Luis Obispo County Film Month is Here!
Visit San Luis Obispo County is celebrating Film Month throughout the month of March. As the tourism
sponsor of the SLO International Film Festival, happening March 15-20, Visit San Luis Obispo County is leading
a familiarization tour for film scouts interested in scoping out locations throughout the region for future
filming, and is providing resources for out-of-area visitors on the SLO Film Fest website. Moreover, from
March 1-6, Visit San Luis Obispo County will be giving away free tickets to the SLO Film Fest on Facebook.
Visit San Luis Obispo County Organizes American Airlines Co-Op Opportunity
Visit San Luis Obispo County and local DMO partners will be participating in a ten -page advertorial feature in
American Way, the in-flight magazine of American Airlines. SLOTBID, Pismo Beach CVB, Wine Coast Country,
Morro Bay TBID, Atascadero TBID, Avila Beach Tourism Alliance, Travel Paso Robles Alliance and PRWCA will
all be participating in this exciting opportunity. The feature will appear in the April issue of the magazine,
and will reach an estimated 16 million readers. The news comes on the heels of the announcement that
starting Feb. 11, American Airlines will be offering an additional evening flight from the San Luis Obispo
County Regional Airport to Phoenix. For more details on this flight, click here: http://bit.ly/1oTbhCF.
Visit SLO County Takes Home Poppy Award for Best PR Campaign
During their awards dinner on February 23, Visit California awarded VSLOC a 2016 Poppy Award
for Best PR Campaign. The award recognizes VSLOC’s PR campaign for SAVOR the Central Coast.
Visit San Luis Obispo County joined two other SLO County DMOs, SLOTBID and Wine Coast
Country, who also won Poppy Awards. San Luis Obispo County collected 3 of the 10 statewide
tourism awards at the event, the most of any county in California. Pictured, from left to right:
Chuck Davison, Visit San Luis Obispo County; Chase Ramsey, Visit California “Dream Eater”;
Cheryl Cuming, Wine Coast Country; Molly Cano, City of San Luis Obispo.
Save the Date! Tourism Forum: Friday, May 6th
Visit San Luis Obispo County will be hosting its annual Tourism Forum on Friday, May 6 from 1:00-
5:00pm in downtown San Luis Obispo, followed by a reception. The workshop will include
presentations from some of the most engaging speakers in the tourism industry, as well as the results
of Visit San Luis Obispo County’s latest research initiative. Stay tuned for more details!
Visit San Luis Obispo County Takes Over Weekend Sherpa Site
During the week of February 3, Visit San Luis Obispo County was featured on a blog and email
takeover of Weekend Sherpa, a popular outdoor adventure e-publication. The site takeover also
included a guest interview of the publisher on KFOG radio in the Bay Area focused on SLO County. It
quickly became one of Weekend Sherpa’s most popular editorials to-date. Click here to view the
stories: http://bit.ly/1LrIShn. Click here to listen to the KFOG radio clip: http://bit.ly/1QYzHrl.
Reminder: Upload Your Spring Break Deals!
Spring Break is just around the corner. Don’t forget to upload your Spring Break specials and packages to the Deals page of the
Visit San Luis Obispo County website at www.VisitSanLuisObispoCounty.com/Deals.
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured in Bucket
List Publications:
Elephant Seals in San
Simeon (left); and in
Hemispheres
Magazines: Artisan
(right).
Film Commission Sees Significant Increase in Local Filming
The SLO County Film Commission, a department of Visit San Luis Obispo County, reports
a significant increase in the number of filming days in the 2015 calendar year. As of
December 31, 2015, over 100 leads have come through the film commission office for
projects ranging from independent feature films, to television programs, commercials,
catalog shoots, music videos and documentaries. These projects resulted in a total of 271
filming days and an estimated $6.3M economic impact for San Luis Obispo County.
San Luis Obispo County Restaurant Month Recap
On January 4-29, Visit San Luis Obispo County hosted the most successful
Restaurant Month to date, with more than 56 restaurant participants, as well as
67 wineries participating in Local Wine Deals. Restaurant Month received media
coverage from the Tribune, New Times and AGM radio. VSLOC’s Restaurant
Month press release reached a potential total audience of 13,817,790 unique
visitors per day. Visit California’s Dream Eater featured three of the County’s
restaurants as part of a YouTube series that will premiere on March 7. Moreover,
Visit San Luis Obispo County’s Restaurant Month page received 44,883
pageviews. Thank you to all who participated in this promotion.
Public Relations
Will McGough, Gear Patrol FAM – Throughout SLO County: February 28-March 3
SLO International Film Festival FAM: March 20
Visit California New York Media Event: March 22
Visit California Texas Media Bootcamp: April 7-8
North America Travel Journalists Association FAM: April 8-10
Media
Hemispheres Magazine (United): Three Perfect Days: The California Coast http://bit.ly/216exqu
VacationIdea.com: 25 Best Things to Do in Paso Robles http://bit.ly/1oKwfno
Bucket List Publications: What to do in San Luis Obispo http://bit.ly/216erzf
7x7: With 40 Varietals of Wine, Paso Robles is a Taster’s Paradise http://bit.ly/1Lsm9MR
The Daily Meal: 2015 Winery of the Year: Tablas Creek Vineyard http://bit.ly/21EQ7GZ
Travel Trade
MPI Sacramento Tradeshow/Sales Mission: March 15 – co-op opportunity still open!
International Pow Wow (IPW) – New Orleans: June 18-23 – co-op opportunity still open!
Travel Trade Update: MPI Northern CA Expo/Go West Summit
On February 9-10, VSLOC Director of Travel Trade Michael Wambolt travelled to San
Francisco for MPI’s NorCal Expo, which generated 22 qualified leads. He then headed
to Anchorage, Alaska from February 22-24 for ITM’s Go West Summit, where VSLOC
had 42 appointments with international and domestic tour and travel companies.
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 37,694
UNIQUE VISITORS: 31,853
PAGE VIEWS: 107,927
AVG. PAGE VIEWS/VISIT: 2.86
AVG. TIME ON SITE: 2:07
TOTAL ORGANIC TRAFFIC: 24,262
% OF ORGANIC: 64%
MOBILE VISITS: 21,035
MOST VISITED EVENT:
FARMER’S MARKET (835 VIEWS)
TOTAL BLOG VISITS: 8,088
MOST SHARED BLOG: PICK A DATE!
4 GREAT DATE IDEAS IN SAN LUIS
OBISPO COUNTY
HTTP://BIT.LY/1WTTTCG
VISIT SLO COUNTY
FACEBOOK
LIKES: 15,225 NEW: 608
TOT. IMPRESSIONS: 599,690
HIGHEST ENGAGEMENT: BLUE SKIES
ABOUND IN SAN LUIS OBISPO
COUNTY #FANFRIDAY (2619
ENGAGEMENTS)
MOST LIKED: BLUE SKIES ABOUND
IN SAN LUIS OBISPO COUNTY
#FANFRIDAY (2.1K LIKES)
FOLLOWERS NEW
TWITTER: 6,015 114
28.4K IMPRESSIONS
TWEETS: 6,472
PINTEREST: 648 12
PINS: 802
INSTAGRAM: 3,205 604
POSTS: 568
VISITOR GUIDE DIST.
WEB DOWNLOADS: 100
GUIDES DISTRIBUTED: 975
TOTAL: 1975
MONTHLY E-SPECIAL
SUBSCRIBERS: 35,866
# OF OPENS: 5,699
# OF CLICK-THROUGHS: 502
THIS WEEK IN SLO COUNTY
CIRCULATION: 848
MOST CLICKED LINK:
STR Report—Week of 1/24
Trending
California
Monterey/Salinas
Santa Barbara/Santa Maria
January 2016 vs January 2015 Lodging Statistics (STR, Inc.)
Date: March 4, 2016
Client: Visit San Luis Obispo County
Date Range: September 1, 2015 - February 29, 2016
Total Traffic Overview:
Sep Oct Nov Dec Jan Feb
Visits:37,075 37,359 35,523 43,292 50,686 37,694
Unique Visitors:30,275 30,414 28,908 34,379 38,376 31,853
Bounce Rate:47%51%51%48%51%51%
Pageviews:119,020 109,772 109,024 138,722 156,974 107,927
Avg Pageviews Per Visit:3.21 2.94 3.07 3.20 3.10 2.86
Avg Time on Site:0:02:25 0:02:06 0:02:18 0:02:36 0:02:38 0:02:07
Total Organic Search Traffic:26,914 26,711 24,267 31,112 29,823 24,262
% of Traffic Organic Search:73%71%68%72%59%64%
Entry Pages From Search:2,040 1,960 1,843 1,769 1,918 1,934
VisitSLOCounty Visits:0 0 6,592 13,104 13,938 18,182
VisitSLOCounty Bounce Rate:0%0%90%89%86%75%
Mobile/Tablet SnapShot:Industry Averages:
Sep Oct Nov Dec Jan Feb Pages / Visit Avg. Visit Duration Bounce Rate
Visits:20,534 21,160 20,055 25,072 29,441 21,035 Total:2.63 0:02:18 54.56%
% of visits 55%57%56%58%58%56%Organic:2.84 0:02:10 48.93%
Bounce Rate:50%54%54%50%57%57%
Pageviews: 59,683 56,219 55,051 73,318 74,611 51,046
Avg Time on Site:0:02:12 0:01:51 0:02:00 0:02:20 0:02:08 0:01:44
* Visits increased 56% compared to last year.
* Unique Visitors on the site increased 59% year over year.
* Pageviews increased 38% compared over this time last year.
* Organic traffic increased 38% year over year.
* Organic entries to the Thursday Farmers Market page increased by
784% and by 169% on the Fairs and Festivals Events page.
SEO Overview:
0
10,000
20,000
30,000
40,000
50,000
60,000
Sep Oct Nov Dec Jan Feb
Main Site Visits Year-Over-Year
Prior Year This Year
64.37%
14.45%
11.08%
5.77% 2.84%
1.49%
Traffic Sources
Organic Search Direct Referral
Social (Other) Email
Page 2 of 18
Date: March 4, 2016
Client: Visit San Luis Obispo County
Date Range: February 1-29, 2016
Organic Traffic % of Total
Site Traffic
Visits 24,262 64.37%
Organic Engagement Compared to Site Engagement
Pageviews Per Visit 3.12 8.98%
Avg. Time on Site 0:02:20 10.41%
New Visits 76.89%-0.35%
Bounce Rate 45.16%-11.73%
Search Engine Visits Percent
google 21,971 90.56%
yahoo 1,324 5.46%
bing 847 3.49%
aol 67 0.28%
ask 36 0.15%
images.google 11 0.05%
Exact Keyword Visits Percent Landing Page Visits Percent
(not provided)22,888 94.34%/events 3,770 15.54%
san luis obispo 164 0.68%/3,031 12.49%
san luis obispo events 25 0.10%/events/461/thursday-farmers-market 725 2.99%
san luis obispo county 14 0.06%/events/all/fairs_and_festivals 651 2.68%
visit san luis obispo county 11 0.05%/activities 649 2.67%
calendar of events san luis obispo 10 0.04%/our-area 583 2.40%
slo events 10 0.04%/blog/569/love-your-sweetie-with-pure-play-this-valentine-s-day-in-san-luis-obispo-county-california489 2.02%
why.does.spacebarnot.work?10 0.04%/events/all/valentines_day 484 1.99%
san luis obispo calendar of events 9 0.04%/lodging 367 1.51%
events in san luis obispo 8 0.03%/profile/402/lake-lopez-recreation-area 355 1.46%
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Sep Oct Nov Dec Jan Feb
Organic Visits Comparison
Prior Year Current Year
Page 3 of 18
Date: March 4, 2016
Client: Visit San Luis Obispo County
Date Range: February 1 - 29, 2016
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Movie Lovers 14,384
TV Lovers 12,568
News Junkies & Avid Readers/Entertainment & Celebrity News Junkies 11,464
Travel Buffs 10,183
Cooking Enthusiasts/Aspiring Chefs 9,859
News Junkies & Avid Readers 9,591
Home Decor Enthusiasts 8,256
Technophiles 8,167
Health & Fitness Buffs 7,411
Shutterbugs 7,048
Other Categories:
Top 10 Categories Visits
Arts & Entertainment/Celebrities & Entertainment News 7,494
News/Weather 7,191
Arts & Entertainment/TV & Video/Online Video 5,942
Food & Drink/Cooking & Recipes 4,311
Real Estate/Real Estate Listings 3,737
Travel/Hotels & Accommodations 3,361
Sports/Team Sports/American Football 3,116
Reference/General Reference/Dictionaries & Encyclopedias 3,054
Travel/Air Travel 3,042
Internet & Telecom/Email & Messaging 2,647
Affinity Categories broaden the scope to identify users in terms of
lifestyle; for example, Technophiles, Sports Fans, and Cooking
Enthusiasts. These categories are defined in a similar way to TV
audiences, and represent an opportunity to understand the behavior
of your audience.
Other Categories are used to classify groups of users based on the
specific content they consume, along with how recently and
frequently they consume that content. This category data provides a
more focused view of your users, and lets you analyze behavior more
narrowly than Affinity Categories.
* Per Google
8.57%
14.18%
10.49% 9.53% 10.98%
6.26%
4.93%
8.14%
7.26%
6.62%
7.38%
5.68%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 4 of 18
Date: March 4, 2016
Client: Visit San Luis Obispo County
Date Range: February 1 - 29, 2016
Top Content:Geographic:
Top Landing Pages Entrances
/5,951
/events 4,519
/lodging 1,887
/romance-month 1,256
/events/461/thursday-farmers-market 835
/activities 742
/events/all/fairs_and_festivals 734
/our-area 729
/romance-month/598/blog/569/love-your-sweetie-with-pure-play-this-valentine-s-
day-in-san-luis-obispo-county-california 538
Top Content Pages Pageviews
/8,307
/events 7,298
/lodging 3,019
/events/all/fairs_and_festivals 2,177
/our-area 2,097
/romance-month 1,796
/events?page=1 1,363
/deals 1,344
/lodging/all/hotels 1,219
/events/all/valentines_day 1,149
Top Exit Pages Exits
/3,372
/events 2,052
/lodging 1,465
/romance-month 1,264
/our-area 895
/events/461/thursday-farmers-market 738
/romance-month/582
/events/all/fairs_and_festivals 578
/blog/569/love-your-sweetie-with-pure-play-this-valentine-s-day-in-san-luis-obispo-county-california515
/activities 432
12%
9% 9%
3% 2%
2% 2%
2% 2% 2%
56%
Top Cities Los Angeles
San Luis Obispo
San Francisco
Paso Robles
Atascadero
Arroyo Grande
Bakersfield
Fresno
Sacramento
Santa Maria
Other
83.1%
1.7%
1.4% 1.2%
1.0%
0.9%
0.8%
0.8%
0.7% 0.7%
7.3%
Top States California
Texas
Virginia
Arizona
New York
Washington
Illinois
Nevada
Oregon
Florida
Other
26.29%
23.01%
17.50%
4.77% 3.82%
2.28% 2.26%
2.14%
1.40% 1.07%
15.46%
Top Metros Santa Barbara-Santa Maria-San Luis Obispo CA
Los Angeles CA
San Francisco-Oakland-San Jose CA
Fresno-Visalia CA
Sacramento-Stockton-Modesto CA
Bakersfield CA
Monterey-Salinas CA
San Diego CA
Washington DC (Hagerstown MD)
Phoenix AZ
Other
Page 5 of 18
Date: March 4, 2016
Client: Visit San Luis Obispo County
Date Range: February 1 - 29, 2016
In-MarketVs Vistor:
4,557
12,102
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
In-Market
Out of Market
Desktop Visits
3,687
17,348
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000
In-Market
Out of Market
Mobile/Tablet Visits
72.65%
27.35%
82.47%
17.53%
Page 6 of 18