HomeMy WebLinkAbout05-11-16 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, May 11, 2016
10:00 A.M.
City Hall- Council Hearing Room
CALL TO ORDER: Chair Matthew Wilkins
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, April 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 10 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 10 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. ANNUAL PARTNERSHIP & FUNDING RECOMMENDATIONS 10 mins
The Management Committee will present the partnership recommendations for 2016-17:
• San Luis Obispo Chamber of Commerce
• SLO Wine Country Association
2. 2015-16 BUDGET RECOMMENDATION 25 mins
The Management Committee will present the 2016-17 budget allocation recommendations for the Board’s
consideration and approval.
3. MARKETING AGENCY AGREEMENT AMENDMENTS 10 mins
The Management Committee will request input from the Board for the consideration of additional
marketing contract terms.
4. TOURISM COORDINATOR JOB DESCRIPTION 10 mins
The Management Committee will present their input for the development of the Tourism Coordinator job
description for the approval of the Board.
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: April 25, 2016
3. MARKETING COMMITTEE UPDATE – Minutes: April 28, 2016
4. PCC UPDATE –Minutes: April 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 May 6, 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.
DRAFT Minutes
Tourism Business Improvement District Board
Wednesday, April 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, April 13, 2016 at 10:00 a.m. in the Council Hearing Room,
located at 990 Palm Street, San Luis Obispo, California, by Chair Matthew Wilkins.
ROLL CALL
Present: Board Members Dean Hutton (departed following Business Item 2), Pragna Patel-
Mueller, Clint Pearce, LeBren Young-Harris, Kimberley Walker (arrived 10:09,
departed following Business Item 2), Vice-Chair Nipool Patel, and Chair Matthew
Wilkins
Staff
Present: Tourism Manager Molly Cano, Tourism Intern Maddie Kuber, and Recording
Secretary Kevin Christian
PUBLIC COMMENT ON NON-AGENDA ITEMS
John Salisbury thanked the committee for placing homestays on the web site and indicated that it
is useful and effective.
Newly appointed member Pragna Patel-Mueller and reappointed members Nipool Patel and
Matthew Wilkins, were sworn in by Deputy City Clerk Heather Goodwin.
CONSENT AGENDA ITEMS
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, MARCH 9, 2016
MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
NIPOOL PATEL, CARRIED 6-0, to approve the Minutes of the Tourism Business
Improvement District Board meeting on March 9, 2016.
C2. SMITH TRAVEL REPORT
By consensus, the Committee directed staff to receive and file the Smith Travel Report.
Draft – Tourism Business Improvement District Board Minutes of April 13, 2016 Page 2
City of San Luis Obispo, Title, Subtitle
C3. CHAMBER PUBLIC RELATIONS REPORT
By consensus, the Committee directed staff to receive and file the Chamber Public
Relations Report.
C4. BCA + STUDIOGOOD MARKETING REPORT
By consensus, the Committee directed staff to receive and file the BCA + StudioGood
Marketing Report.
C5. CHAMBER VISITOR CENTER REPORT
By consensus, the Committee directed staff to receive and file the Chamber Visitor
Center Report.
C6. TOT (TRANSIENT OCCUPANCY TAX) REPORT
By consensus, the Committee directed staff to receive and file the Transient Occupancy
Tax Report.
PRESENTATION ITEMS
1. CHAMBER OF COMMERCE QUARTERLY REPORT
Molly Kern, Director of Communications, and Dusty Colyer-Worth, Visitor Center
Manager, reviewed the functions they provide for the TBID and presented an activity
report for their public relations and contact and bookings contracts from the previous
quarter. Highlights noted were that visitors from Europe were the highest non-local
demographic, events promoted has seen a steady rise, and for public relations there were
109 media placements with a potential reach of 88,041,668 viewers.
2. MARKETING AGENCY QUARTERLY REPORT
Representatives from BCA + StudioGood presented an activity report for their marketing
efforts in the previous quarter. A review of the quarter metrics and events was presented
along with comments concerning using gathered statistics to determine future advertising
focus. Large increases were noted in metrics related to SanLuisObispoVacations.com,
remarking this was likely due to the “Rainy Day” promotion. A breakdown of data from
the “Rainy Day” promotion (i.e. where people were from, number of nights booked, how
people heard about the promotion, etc.) was presented. Upcoming events noted are the
SLO Jazz Festival, Bacon & Barrels in San Diego, and the SLO Marathon + Half.
Tourism Manager Cano stressed the importance of communicating the “Rainy Day”
promotion data to the member hotels by the TBID board member liaisons.
Draft – Tourism Business Improvement District Board Minutes of April 13, 2016 Page 3
City of San Luis Obispo, Title, Subtitle
BUSINESS ITEMS
1. ANNUAL PARTNERSHIP & FUNDING REQUESTS
The Board received presentations on the annual and strategic partnership requests for
2016-17 from the San Luis Obispo Chamber of Commerce and the SLO Wine Country
Association.
Molly Kern, San Luis Obispo Chamber of Commerce reviewed their current services and
proposed the following new services: after hours signage and sharing room availability.
Ms. Kern spoke about live chat support from SanLuisObispoVacations.com and “Special
Promotions” support and noted the similarity to the service provided for the “Rainy Day”
promotion.
Heather Muran, Executive Director of SLO Wine Country Association, reviewed past
partnership benefits; recent and upcoming member events; marketing and social media
statistics; presented the economic impact study statistics for the local wine industry; and
proposed a “roadshow” partnership for 2016-2017 along with a potential joint marketing
opportunity with American Airlines.
The Board discussed the funding process and included their initial thoughts on the
presentations, the budget, and the role of the management sub-committee. The
management sub-committee, which consists of Clint Pearce, LeBren Young-Harris, and
Nipool Patel, will present their recommendations concerning the funding requests at the
May 11th meeting.
2. SAN LUIS OBISPO MUSEUM OF ART (SLOMOA)
The Management sub-Committee introduced the SLOMOA request for establishing a
collaborative partnership with the TBID in applying for a “Creative California
Community” (CCC) designation.
Karen Kile, SLOMOA Executive Director, described the California Arts Council
“Creative California Community” grant, noting a matching funds requirement as the
purpose for this request, and presented the Museum’s vision to create an Arts Festival in
Spring 2017. The proposal being to establish a collaborative partnership, requesting
$30,000 in funding from the TBID that will bring $60,000 in funding through the grant.
Public Comment:
Ermina Karim, President/CEO San Luis Obispo Chamber of Commerce, expressed
excitement about the potential CCC designation that could result from the proposed
collaboration.
Draft – Tourism Business Improvement District Board Minutes of April 13, 2016 Page 4
City of San Luis Obispo, Title, Subtitle
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY VICE CHAIR
PATEL, CARRIED 7-0 to fund the request at $30,000 from the Events line item of the
TBID budget, contingent on the grant being awarded.
3. 2016-17 BUDGET DISCUSSION
Tourism Manager Cano reviewed the general allocations for the 2016-17 budget,
followed by Board discussion.
4. 2016-17 ANNUAL EVENT PROMOTION APPLICATION
Marketing sub-committee member Vice Chair Patel briefly reviewed the Events
Promotion Program timeline. There were no further questions.
MOTION BY VICE-CHAIR PATEL, SECOND BY BOARD MEMBER YOUNG-
HARRIS, CARRIED 5-0 to approve the timeline and the release of the application.
5. BACON AND BARRELS SAN DIEGO EVENT
Tourism Manager Cano reviewed the event, the resources needed to staff the event, and
the recommended funding.
Public Comment: Heather Muran, Executive Director, SLO Wine Country Association
offered the potential to supply wine for the event.
MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER PEARCE,
CARRIED 5-0 to supply $5,000 funding to support the event staffing.
6. PROPERTY LIAISON ASSIGNMENTS
Tourism Manager Cano presented the revised assignments.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE
There were no updates.
2. MANAGEMENT COMMITTEE UPDATE
Tourism Manger Cano reported that the committee discussed the Tourism Coordinator job
description.
3. MARKETING COMMITTEE
Draft – Tourism Business Improvement District Board Minutes of April 13, 2016 Page 5
City of San Luis Obispo, Title, Subtitle
Tourism Manager Cano reported that the Marketing sub Committee has approved a second
cow for the Cow Parade. A live event called a “roundup” is being planned using the artist
Man One.
4. PCC UPDATE
Tourism Manger Cano reviewed the March 9, 2016, Promotional Coordinating Committee
minutes.
5. VISIT SLO COUNTY UPDATE
Board Member Pearce reported that sixteen applications are being considered for the board
marketing contractor, expressed the board’s pleasure with a recent 10-page print piece in
American Airlines magazine, and that the Corragio Group has begun development of their
three-year strategic plan.
6. TOURISM PROGRAM UPDATE
Tourism Manger Cano introduced Maddie Kuber, the new Tourism Intern, and reviewed
the projects that she is working on; reported that two Helium workshops are being scheduled
later in April; reviewed the events schedule for April; reported on discussions with Amtrak
for partnership promotion; and reported that the Central Coast Tourism Council (CCTC) has
approved a new web contractor.
ADJOURNMENT
The meeting was adjourned at 12:22 to the next Regular meeting, to be held on
Wednesday, May 11th, 2016.
Respectfully submitted,
Kevin Christian
Recording Secretary
STR Report April 2016
Week of March 27 - April 2
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 76.8 79.0 132.07 121.16 101.42 95.71 -2.8 9.0 6.0 24.5 17.5 14.2
City of Pismo Beach 80.0 88.6 165.93 151.22 132.69 133.98 -9.7 9.7 -1.0 -1.0 -0.1 -9.8
City of San Luis Obispo 79.6 86.7 135.00 126.83 107.50 109.92 -8.1 6.4 -2.2 -2.2 0.0 -8.1
Week of April 3 - 9
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 72.3 83.1 135.50 128.38 97.98 106.66 -13.0 5.6 -8.1 7.9 17.5 2.3
City of Pismo Beach 72.6 86.9 154.64 154.75 112.25 134.41 -16.4 -0.1 -16.5 -16.5 -0.1 -16.5
City of San Luis Obispo 72.2 89.4 135.01 130.72 97.44 116.92 -19.3 3.3 -16.7 -16.7 0.0 -19.3
Week of April 10 - 16
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 76.5 77.2 139.28 127.30 106.48 98.26 -1.0 9.4 8.4 27.3 17.5 16.4
City of Pismo Beach 74.6 73.7 154.40 146.60 115.17 108.07 1.2 5.3 6.6 6.5 -0.1 1.1
City of San Luis Obispo 75.0 75.5 147.38 137.00 110.52 103.44 -0.7 7.6 6.8 6.8 0.0 -0.7
Week of April 17 - 23
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 72.8 69.2 132.30 130.50 96.29 90.26 5.2 1.4 6.7 25.4 17.5 23.6
City of Pismo Beach 71.5 69.3 149.86 140.37 107.12 97.31 3.1 6.8 10.1 10.0 -0.1 3.0
City of San Luis Obispo 71.5 72.6 134.50 131.89 96.14 95.78 -1.6 2.0 0.4 0.4 0.0 -1.6
Week of April 24 - 30
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 72.9 68.7 135.44 134.50 98.67 92.37 6.1 0.7 6.8 25.5 17.5 24.7
City of Pismo Beach 70.1 70.4 149.25 143.29 104.70 100.89 -0.4 4.2 3.8 3.7 -0.1 -0.4
City of San Luis Obispo 66.8 73.4 134.21 133.13 89.64 97.76 -9.0 0.8 -8.3 -8.3 0.0 -9.0
April
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 73.6 74.5 135.67 130.00 99.85 96.89 -1.3 4.4 3.1 21.1 17.5 16.0
City of Pismo Beach 72.2 75.1 152.08 146.74 109.78 110.17 -3.8 3.6 -0.4 -0.4 -0.1 -3.9
City of San Luis Obispo 71.3 77.8 137.94 133.09 98.42 103.48 -8.2 3.6 -4.9 -4.9 0.0 -8.2
RevPARADR
Current Week - TY vs. LY
Occ %ADR RevPAR
Current Week - TY vs. LY
Occ %
Current Week - TY vs. LY
RevPARADR
Occ %
ADR
Occ %RevPAR
Percent Change
ADR RevPAR
ADR
RevPAR
Running 28 Days - TY vs. LY
Occ %
Current Week - TY vs. LY
Current Week - TY vs. LY
Occ %
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2016
Media Releases
Media/Community Relations
1. Coordinated walking brewery tour of downtown San Luis Obispo led by Hop On Beer
Tours to host for 13 writers who were part of the National American Travel Journalists
Association FAM that covered SLO County.
2. Coordinated at SLO Provisions for 30 writers who were part of the National American
Travel Journalists Association FAM that covered SLO County.
3. Worked with Jaime Lewis and 805 Living Magazine to include Thursday night Farmers’
Market as well as the numerous accolades that San Luis Obispo has received in recent
years.
4. Worked with Bay Area blog Hello Mrs. regarding a dedicated travel piece on San Luis
Obispo.
5. Worked with the team of TBID sponsored event ‘Bacon and Barrels’ to organize media
dinner in San Diego on May 21st.
6. Followed up with Jeanne Sullivan regarding earlier pitches the for the following
attractions to be featured in Visit California’s Whats New in CA release and media
resource site:
a. SLO Provisions
b. SLO Brew (downtown)
c. SLO Brew Rock
d. BarrelHouse Speakeasy
7. Worked with Nick Kontis and John Anderson to develop articles following their
participation in the NATJA FAM.
8. Coordinated media visit for Marina Times and JustLuxe.com writer Patty Burness
focusing on food, wine and arts experiences.
9. Met with Tourism Manager Molly Cano and SLO Film Fest Executive Director Wendy
Eidson to review media from the event and brainstorm opportunities for next year.
10. Worked with Janet Walker, previously hosted writer, to pitch a San Luis Obispo travel
book to publishers. Provided tourism industry data, destination information and Photos
to support the pitch.
11. Worked with Matthew Meltzer, editor for Thrillist, to feature San Luis Obispo as one of
the best small cities to spend the weekend.
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2016
12. Began coordinating press trip for Emilia Antonia De Vivo, an Italian writer with Artribune
and Gambero Rosso.
13. 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
April 2016
Media Placements
1. How one Left Coast town markets itself: San Luis Obispo's award-winning tourism
video
The Island Packet, a South Carolina ‘sister’ outlet to the Tribune, shared the TBID’s
marketing video to their online audience.
Unique Visitors Per Month: 221,925
http://www.islandpacket.com/news/business/article69610192.html
2. Road trip: Seeking beer on the California coast
Draft Magazine features SLO breweries including Libertine Brewing Co. and Tapit
Brewing Co.
Unique Views: 112,306
http://draftmag.com/california-coast-road-trip-breweries-beer-bars/
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2016
3. 50 Film Festivals Worth the Entry Fee, 2016
MovieMaker, ranks the SLO Film Fest as one of their 50 Film Festivals worth the entry
fee telling filmmakers ‘Your film will find an intelligent, engaged audience who really gets
it.”
Physical Circulation: 54,000
*Unique Viewers per year: 1.5 million (self-reported)
http://www.moviemaker.com/archives/festivals/50-film-festivals-worth-the-entry-fee-
2016/5/
4. Wherever I May Roam Posts:
Travel blogger Melody Pittman, who was hosted by the TBID in March, writes two
articles about her time in SLO.
Unique Visitors Per Month: 26,348
http://www.whereverimayroamblog.com/visit-hearst-castle-enchanted-hill/
http://www.whereverimayroamblog.com/slos-foodie-hotspot-is-big-sky-cafe/
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2016
5. Celebrating The Blonde Abroad Blog’s 4th Birthday at the Madonna Inn
Consistently named among the best travel bloggers, The Blonde Abroad followed up
post about the perfect girls road trip (with a stop in SLO) with a celebration of the blog’s
fourth ‘birthday’ in San Luis Obispo at the Madonna Inn.
Instagram: 128,000
Facebook: 25,242
Twitter: 14,400
http://theblondeabroad.com/2016/04/14/celebrating-the-blonde-abroad-blogs-4th-
birthday-at-the-madonna-inn/
6. San Luis Obispo, California - A Reason For All Seasons
Janet Walker, a writer hosted by the TBID in March, posted about her time in San Luis
Obispo including what to do, how to get here and what to eat.
http://www.haute-lifestyle.com/168-haute-this-issue/2041-san-luis-obispo-california-a-
reason-for-all-seasons.html
Unique Visitors Per Month: 70,915
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2016
7. An SLO Siren Song
Australian travel blogger Chris Walker-Bush captures the top five reasons he loved his
trip to SLO saying, “There’s a youthful, Bohemian energy about San Luis Obispo that is
hard to resist.”
http://www.aussieontheroad.com/5-reasons-i-love-san-luis-obispo/#
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2016
8. SLO County takes home three tourism awards
The Tribune covers the Poppy awards received by SLO County marketing agencies and
shares the TBID’s video.
Unique Visitors Per Month: 539,959
http://www.sanluisobispo.com/news/business/article74007787.html
9. The 9 Best Farmers’ Markets on the West Coast
MSN Food & Drink article Calls the SLO Farmers’ Market one of the best on the West
Coast.
Unique Views: 139,025,413
http://www.msn.com/en-us/foodanddrink/foodculture/the-9-best-farmers%E2%80%99-
markets-on-the-west-coast/ar-BBsl6n5#page=3
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2016
10. 50 Reasons to Love the Central Coast
805 Living Magazine highlights Farmers’ Market, recent press coverage and the
Madonna Inn as some of the reasons to love the Central Coast.
http://online.publicationprinters.com/launch.aspx?eid=55bd3bb7-5c76-457a-ac32-
a40f6bfdd5d6&pnum=59
11. 10 Best…College Small Towns
USA Today names SLO the 7th best small college Town in the nation.
Unique Visitors Per Month: 13,716,850
http://www.10best.com/awards/travel/best-small-college-town/
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2016
12. What’s New in California
Visit California includes SLO Provisions and Barrelhouse Speakeasy in their April
round up of what’s new in California.
http://media.visitcalifornia.com/story-development/whats-new/
13. Transporting Trips You Can Do in a Weekend from Los Angeles
LONNY Magazine and Spot Blog include a stop in SLO in their weekend getaway
guide.
Unique Visitors Per Month: 300,971
http://www.lonny.com/Escapes/articles/8gcB5C_AQwb/Transporting+Trips+Can+Weeke
nd+Los+Angeles
http://blog.spot.com/post/132543920339/transporting-trips-you-can-do-in-a-weekend-
from
14. Weekend Central Coast events expected to pack a punch for economy
KSBY coverage of the SLO Marathon, among other events, and the economic impact it
has on the community.
Unique Visitors Per Month: 262,176
http://www.ksby.com/story/31854763/weekend-central-coast-events-expected-to-pack-a-
punch-for-economy
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2016
15. These Are The Wine Trips You Should Absolutely Take This Year
Liquour.com article says, “Over Napa and Sonoma? Try: Edna Valley, Calif.”
Unique Visitors Per Month: 1,290,476
http://www.liquor.com/articles/wine-vacations-2016/
16. 8 Reasons to Take a Train This Summer
Mental_Floss included the traintrip from San Diego to SLO as one of the examples of
great views you get when taking the train.
Unique Visitors Per Month: 3,599,562
http://www.mentalfloss.com/article/79339/8-reasons-take-train-summer
SLOTBID AGENCY REPORT April 2016
HAPPENING NOW
• Bacon and Barrels San Diego Planning
• SLO Jazz Fest Planning
• Roll out the Barrels Planning
• Marketing Plan 2016/17
SLO VACATIONS
• Ongoing SEO and site management
• Added pages:
-Roll out the Barrels
-Roll out the Barrels Promotion
SHARESLO
• Eroica California
-Captured event photography and
videography at Eroica’s Opening Night at
Fremont Theatre
-Conducted video interviews with Eroica
founder, professional cyclists and more
• Cal Poly Open House
-Captured video interviews with current and
prospective parents
• Moonshiner Collective ticket giveaway on
Instagram
• Community Blog Posts
-Meet the Musicians: Ted Wulfers
-Top 10 Eats in SLO
-SLO Provisions
-Things to do this Spring
PARTNERSHIPS
• Cal Poly
-SLOHS Asst. Principal throws first pitch for
ShareSLO baseball game
• SLO Wine
-Presence at Bacon & Barrels in San Diego
-Roll out the Barrels Giveaway
SLOTBID AGENCY REPORT April 2016
PARTNERSHIPS (CONTINUED)
• CCTC Blog Posts
-Do the SLO Bucket List
-ShareSLO Photo of the Week: Going the
extra mile
-ShareSLO Photo of the Week: Scaling
Cuesta Grade
-ShareSLO Photo of the Week: Lunch at
the Habit
-Musician Ted Wulfers talks about his
Ode to SLO
-ShareSLO Photo of the Week: Farmers’
Market Corn
-ShareSLO Photo of the Week: Hike
above the Clouds
SLOTBID AGENCY REPORT April 2016
SESSIONS PAGE VIEWS USERS REFERRALS
SanLuisObispoVacations.com 18,418 36,039 15,368
m.facebook.com
slocity.org
facebook.com
GOSLO Mobile Experience 25 66 22
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
1,146
42,932
576,737
7,441
418
4,089
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
39
3,355
581
421
INSTAGRAM
New Followers
Total Followers
Total Engagements
#ShareSLO
448
6,315
9,029
2,777
YOUTUBE SLO Promo Video 18,960
Report to City of SLO – TBID
Phone Line and Availability Contract
April 2016
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
Apr 2015
Apr 2016
Calls to
1-877-SLO-TOWN
37 31 13 10 30 91
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Apr 2015 Ap r 2016
Email Response 10 12 12 10 34 44
Phone Calls to
Hotels
27 25 25 27 118 104
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Apr 2015
Apr 2016
Visitors Served
(Walk-ins)
1,043 2,287 998 1,232
6,950 5,560
Farmers’ Market n/a n/a n/a n/a n/a n/a
Hotel Rooms
Referred
210 153
122
139
426 624
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$ 387,304$ -3.2%60.8 55.2 -9.3 112.18$ 118.80$ 5.9 68.26$ 65.57$ -3.9
February 292,343$ 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 455,257$ 5.5%67.2 66.2 -1.5 $121.40 129.14$ 6.3 $81.63 85.53$ 4.8
March 289,506$ 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 550,798$ 5.8%70.5 72.3 2.5 121.88$ 131.90$ 8.2 85.94$ 95.33$ 10.9
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$ 5,195,669$ 6.3%73.03 71.59 129.42$ 134.78$ 95.85$ 97.84$
6,843,873$ 5.0%
** Doesn't reflect all TOT #'s
Occupancy ADR RevPAR
Figures from Smith Travel Research report
Proposals 2016-17
Proposal to City of San Luis Obispo
Tourism Business Improvement District
April 2016
Guest Services and Public Relations
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Tourism Business Improvement District in order to strengthen San Luis
Obispo as an unforgettable place where visitors engage in a unique lifestyle they aspire to live,
become emotionally attached and return to for renewal.
Expertise: The San Luis Obispo Chamber of Commerce looks forward to building on our existing
strengths including a successful track record of promoting San Luis Obispo, strong relationships
throughout the community, extensive experience providing public relations and visitor services,
and powerful online reach.
Looking forward: For more than 40 years, the Chamber has worked with the City of San Luis
Obispo to improve the quality of life and economic vitality of our community. We continue to
seek new opportunities to deepen our partnership and further the understanding of San Luis
Obispo as an exceptional community to live and visit.
1
Proposals 2016-17
Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
2016-17 Proposals 5
Summary 14
2
Proposals 2016-17
Qualifications
The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of
strengths to assist the Tourism Business Improvement District in fulfilling its mission and
strategic direction.
• Direct relationships with more than 1,450 local business members who represent more
than 33,000 employees throughout the county. These long-term relationships allow us
to work cohesively with local businesses to execute promotions, projects and media
visits.
• Constant interaction with visitors in our downtown Visitor Center. More than 80,000
visitors were personally greeted and assisted in 2015. The center, which is open seven
days a week, is staffed by visitor information professionals who are trained to answer
questions and accommodate requests of locals, visitors and travel writers.
• Productive relationships with the media, rooted in our 40+ years of work in San Luis
Obispo public relations. We are the go-to resource for travel writers due to the strength
of the “Chamber of Commerce” brand and the strong relationships we have built
through the years.
• We have a nimble, responsive PR team, which is well informed about what is happening
in the city and is able to get journalists timely information and contacts.
• Long-term strategic alliances with local organizations and events that attract visitors
and enhance the tourist experience, including Hearst Castle, SLO Wine Country, Cal Poly,
Festival Mozaic, the PAC, the SLO Film Festival and more.
• Access to a library of more than 50,000 current and historical images of San Luis Obispo
and the surrounding area. The award-winning images have appeared in publications
such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San
Francisco Chronicle and many more.
• Connected with more than 385,000 unique visitors a year through our local websites
and engage with both locals and visitors multiple times a day in person, over the phone
and digitally.
• Produce and distribute a high-quality visitors guide on an annual basis that highlights
the assets of the city and surrounding areas and supports our media relations. Each year
the guide contains current information as well as new photos of the best things to see
and do throughout San Luis Obispo County.
• The Chamber continues to stay on top of the trends in tourism promotions, working
with regional, statewide and national partners to identify and act on emerging trends
and best practices.
3
Proposals 2016-17
Project Team
The SLO Chamber has an experienced, professional staff of 16, who work together to execute
projects to completion with a track record of success. The key team members who will lead the
work for the Tourism Business Improvement District include:
Dusty Colyer-Worth
Visitor Center Manager
Dusty Colyer-Worth officially joined the Chamber staff as the Visitor Center
Manager in February of this year bringing his background in marketing and
retail management from his years with Whole Foods/New Frontiers. Managing
a Visitor Center staff of seven customer service professionals, Dusty leads the
Chamber’s guest services efforts.
Molly Kern
Director of Communications and Business Education
Molly Kern has been with the Chamber in various roles since December 2012,
including leading the public relations efforts on behalf of the city for the last
two years. In this role Molly works to share “why” San Luis Obispo is a
wonderful place to vacation, live, work and generally enjoy life.
Keri Forsberg
Communications Coordinator
Joining the Chamber staff in 2015, Communications Coordinator Keri Forsberg
has a degree in Recreation, Parks and Tourism from Cal Poly and specializes in
connecting with digital and emerging writers to enhance the region’s tourism
promotion efforts.
Aaron Lambert
Lead Content Creator
Aaron Lambert manages and produces the Chamber’s website content,
including blogs, photographs, videos and social media entries as well as all
editorial for printed Chamber materials. A professional photographer,
Lambert’s work has appeared in The New York Times, Los Angeles Times, The
Washington Post and USA Today among others.
Ermina Karim
President / CEO
Ermina Karim’s focus is on helping local businesses thrive. She brings her
professional experience and personal passion in economic development to
assisting on the contracts with the TBID and PCC. In addition, she has an
extensive background in journalism including as a local reporter for The Tribune
as well as many years in both print and online media in New York.
4
Proposals 2016-17
TBID-Specific Guest Services
The Chamber’s Visitor Center is in a unique position to provide the San Luis Obispo guest with a
friendly and informative experience before their arrival. This not only entices visitors to San Luis
Obispo but plays a pivotal role in the overall guest experience, encouraging travelers to stay in
and return to SLO. Through relationships developed with each of the TBID constituents we are
able to capitalize on the Visitor Center’s significant face-to-face, phone and email traffic to
encourage travelers to stay in San Luis Obispo and match the right guest with the right property.
To this end, we are proposing to continue and enhance the current services we provide the
TBID.
The Chamber provides a hotel availability service that is currently exclusive to the TBID. Visitor
Center staff contact every TBID property each week and maintain a record of which hotels are
sold out and which have availability for each Thursday, Friday and Saturday as well as impacted
weekdays throughout the year to help guests, who would otherwise need to call each property
on their own, easily find a room in SLO. This service also allows for TBID properties to refer their
clients directly to the Visitor Center for centralized guest services. In addition, this information is
widely utilized to assist visitors to the Visitor Center in keeping the traveler in the City of San
Luis Obispo. Since July, 2015, the Chamber was able to make use of this availability information
in conjunction with TBID marketing materials to refer SLO TBID properties 4,905 times.
In addition, the Chamber answers each call made to the TBID’s 1-877-SLO-TOWN number, which
is serves as a response tool to the TBID’s advertising efforts and digital presence. This creates
the option for a ‘real person’ to assist in trip planning, ensuring that travelers seeking personal
guidance have a friendly, live voice to shape their experience of San Luis Obispo before even
arriving.
The telephone number, 1-877-SLO-TOWN, is a separate line that rings in the Chamber and is
used solely to refer and promote TBID properties. 1-877-SLO-TOWN is answered by a Visitor
Center employee during the hours of operation and includes voicemail for after-hours in which
calls are returned during the next day’s hours of operation. The Visitor Center is open seven
days a week, 55 hours a week, Sunday-Wednesday, 10 a.m. – 5 p.m. and Thursday-Saturday,
10 a.m. – 7 p.m.
5
Proposals 2016-17
Scope of work
The scope of work within this proposal includes:
1) Tracking room availability Thursday – Saturday through weekly email and phone calls to
all constituents and sharing hotel availability information with every TBID property each
Thursday to support their front desk in keeping travelers in SLO.
2) Inclusion in advertising on exterior facing monitor which will display hotels with
availability for weekends and impacted weeks when the Visitor Center is not open. The
information will be displayed in English, Spanish, Portuguese, German and Chinese.
3) Guest service and direct booking of guests that call the customer service line seeking
tourist information on 1-877-SLO-TOWN.
4) Deepen training of Visitor Center staff on the individual hotel properties, through
techniques such as scheduled hotel property visits, to gain an authentic understanding
of each property.
5) Assisting visitors who are in the Visitor Center in booking their SLO City hotel room
either by booking for them or allowing them to book on their own using the Chamber
provided iPad in the Visitor Center.
6) Visitor Center on the Road service to assist in tourism promotion at off-site events, such
as trade shows or in-county TBID sponsored events that fall upon mutually agreed
dates. (3 times/year)
$34,000 a year for Guest Services
6
Proposals 2016-17
Live Chat
In exploring options to better serve the TBID, enhance the San Luis Obispo guest experience,
and assist in overall tourism promotion efforts, we propose adding a live chat service to make
sure that no potential guest encounters barriers to staying in SLO.
Live chat gives you the opportunity to interact with website users in real-time through dedicated
Visitor Center staff and begin a great San Luis Obispo experience before arrival. Having helpful,
knowledgeable customer service can increase the likelihood of booking and help us better
understand the interest, needs and impressions of our potential visitors.
Scope of work
For the coming year, we propose adding to our existing customer service support with a live
chat service:
1) Assist guests that are on the SanLuisObispoVacations.com site with questions, hotel
availability and booking assistance via an integrated Live Chat tool.
2) Live chat available during peak website and travel information gathering days/hours:
Monday-Thursday, 10:30 a.m.-1 p.m. & 3:30-6 p.m. While chat agents are offline a guest
can leave a message and their email address so that agents can respond later.
3) Provide analytic reporting on guests assisted via live chat including results of chats, FAQs
and general website use statistics.
4) Utilize “triggers” to initiate chats with website guests. (i.e. guest has been on site for 1
minute, guest initiates an event search)
5) Work with TBID marketing agencies to ensure the look of chat widow is consistent with
the website.
$24,000 a year for Live Chat Support
Trial Period on Live Chat
Understanding the need to test new strategies, we recommend a trial period on the Live Chat
feature with a successful trial leading to a full year implementation.
1) Two months – August & September
2) Scope of work will run the same as full-year version.
$4,000 for two month trial of Live Chat Support
7
Proposals 2016-17
Special Promotions Partnership
While piloting the utilization of the Visitor Center as a fulfillment location for special
promotions, close to 200 Visitor Center staff hours were spent assisting guests specifically with
the Rainy Day Promotion. After a successful, free, trial run with the Rainy Day Promotion, we
have an opportunity to further enhance our services and relationship by proposing the addition
of special promotions support and build on that success.
Scope of work
For the coming year, we propose adding to our existing customer service support with
assistance, planning and execution of up to four TBID focused Special Promotions:
1) Involvement of Visitor Center Manager in the planning of Special Promotions to ensure
seamless fulfillment. (involvement to begin 1 month prior to launch of promotion)
2) Utilize Visitor Center as fulfillment location for guest pick-up/delivery of promotion.
3) Utilize Visitor Center staff to respond to phone and email inquiries regarding promotion.
We believe this will help maximize the guest experience in regards to Special Promotions and
also free up marketing partners to focus their time and efforts on the advertising and planning
of promotional items.
$8,000 a year for Special Promotions Partnership
8
Proposals 2016-17
Public Relations
Overview of 2015-16
The San Luis Obispo Chamber of Commerce leads tourism public relations for the City of San Luis
Obispo through a partnership between the Promotional Coordinating Committee and the
Tourism Business Improvement District. In this role, the Chamber is responsible for responsive
and proactive public relations to showcase the best of San Luis Obispo.
Contract elements include: pitching to media, bringing in media, coordinating media trips,
sending out media releases, responding to natural media inquiries, use of the Chamber’s
photography library for editorial requests and press releases, planning and executing press trips
and developing media kits. We do all of this public relations work for just one client – San Luis
Obispo.
This focused effort is paying off; in the past year, we have contributed to nearly 270 media
placements that highlight San Luis Obispo including those in the New York Times, GQ China,
National Geographic Traveler and Travel+Leisure.
2016-17 Strategy
Objectives
1. Build awareness to grow tourism, serving as the voice of San Luis Obispo
2. Promote San Luis Obispo as a regional trade, recreation and tourist center
Target audiences
The two geographic areas of focus for SLO promotional efforts will be:
a. Visitors from outside the area
b. SLO County residents
Across these geographic distinctions, groups that we will focus on include:
• Families – new to travel, interested in outdoor activities, child-friendly events as well as
family friendly restaurants. Safety, ease and fun are their main concerns.
• Outdoor Adventurers – interested in outdoor activities as well as events, food, wine and
beer. Looking to get away from an urban environment or explore a new challenge.
• Foodies – interested in the locally grown and sourced foods throughout the area as well
as wine and beer. They care about the process behind every bite and sip.
• Millennials – seeking boutique destinations, insider knowledge, and hidden gems.
Millennials are the ultimate experience seekers and value travel as an integral part of
their lives.
9
Proposals 2016-17
• Arts Enthusiasts – interested in experiencing the arts in new and unique ways from non-
traditional venues and outdoor installations to intimate spaces for theater and
performing arts and music.
• Budget Travelers – interested in experiencing all a destination has to offer for a good
price. Often overlaps with millennial and Cal Poly associated visitors.
• Cal Poly Alum and Parents – interested in re-visiting their college stomping grounds and
knowing about where their children are going to school, looking for fun local
experiences while they’re here.
• Travelers with Pets – interested in knowing their pets are warmly welcomed. They feel
valued and comfortable when their pet is.
Tactics to reach target audiences
Telling the right story in the right place
Identifying and pitching the experience that each audience will connect with to the media that
they trust by:
• Selectively pitching San Luis Obispo to writers and outlets that are seen by the target
audience as a go-to source for trusted information and inspirational content.
• Focusing on delivering content and stories that appeal to what our target audience
values and what will activate their impulse to travel.
Leveraging City-supported events
Pairing writers that reach our ideal traveler with events that showcase a particular facet of San
Luis Obispo will make the City’s sponsorship more meaningful and rewarding. We propose a
focused partnership with up to five city-supported events to enhance the writer’s experience of
San Luis Obispo. This could include:
• Promoting the event in a way that ties the destination and event together
• Meeting in-person, or by phone with events to sync messaging
• Pitching and hosting writers who will reach a specific target audience
• Working with event organizers to host select writers that are being brought to the area
by the event. Writers would be vetted to ensure that their audience and tone are
beneficial to SLO City tourism before being hosted.
Enhancing information delivery
Updating the format and content of the San Luis Obispo media kit to highlight new tourism
promotions assets including:
• Photography
• Video
• Interactive itinerary planning features
• SanLuisObispoVacations.com
10
Proposals 2016-17
Increasing proactive outreach
We have been successful in hosting individual writers, partnering to host large, international
FAM tours and in pitching San Luis Obispo via email and over the phone. This year, we propose
an expansion of these efforts to increase awareness and grow tourism in San Luis Obispo. A
combination of tactics to increase awareness could include a total of three activations of the
following:
• FAM Trip:
o Bringing 3-5 writers to San Luis Obispo for a 2-3 day familiarization trip. A trip
completely organized and executed for the purpose of promoting the City of
SLO for a few select writers will be a laser focus tactic that will generate
extended coverage.
o We recommend again setting aside $5,000 at the Tourism Manager’s discretion
for hard costs associated with hosting a FAM.
• Out-of-area promotional trip:
o Possible opportunities include pairing out of area trips that strategic partners
are already making to promote a specific facet of our destination, such as SLO
Wine, or sponsored events that take place out of the area but have a strong San
Luis Obispo component like Bacon and Barrels.
Foster Key Relationships
Nationally
Primary targets will be media outlets in California and the Western United States. Western
United States is defined to include Washington, Oregon, Nevada, Utah, Colorado and Arizona.
In addition, the Chamber will proactively outreach to major national media outlets including
magazines and newspapers as well as target guide books for updated and enhanced content.
Internationally
The Chamber will collaborate on international public relations efforts with California’s State
Office of Tourism as well as the Central Coast Tourism Council on their international public
relation campaigns. The Chamber will continue to build relationships with those organizations
to make the City of San Luis Obispo a top of mind choice for those trips.
Digitally
Primary targets include influential lifestyle, outdoors and parent with long-term, loyal and
engaged audiences that are in line with San Luis Obispo’s focused messaging efforts. The
Chamber will proactively connect with digital outlets and collaborate with the City’s social
marketing partners for a seamless digital experience.
Locally
The Chamber will proactively seek ways of working with other organizations to both cross
market through public relations initiatives as well as building strategic alliances to promote the
City. In the upcoming year we are excited to deepen our collaboration with local events and
organizations that contribute to the city’s cultural vibrancy.
11
Proposals 2016-17
Scope of work
The scope of work within this proposal includes:
• Proactively pitching story ideas on a monthly basis to national, regional and online
media as well as travel and lifestyle bloggers.
• Writing at least 12 press releases a year and distributing through all channels including
an online media management tool.
• Hosting travel writers on individual trips throughout the year.
• Fulfilling all media requests that are received.
• Proactively tying in with the State Tourism Office’s public relations efforts to enhance
local visibility.
• Access to image and video library for Chamber-executed public relations work
• Promoting San Luis Obispo as the perfect destination for target audiences
• Updating media kit to highlight new tourism promotions assets. Kit would be integrated
into SanLuisObispoVacations.com
• Participation in and pitching of comprehensive promotions designed to drive shoulder
season stays
• Increasing proactive outreach through up to three activations of:
o Digital FAM trip (2-3 days, 3-5 digital writers)
o Out-of-area promotional trips (possible opportunities include partnerships with
strategic partners such as SLO Wine as well as sponsored events like bacon and
barrels and SLO Craft Beer Week). Lodging expenses would be covered by the
City, similar to tradeshows.
• Enhanced media presence at up to five significant TIBD-supported events
o Promoting the event in a way that ties the destination and event together
o Meeting in-person, or by phone with events to sync messaging
o Pitching and hosting event specific writers
o Working with event organizers to host select writers that are being brought to
the area by the event. Writers would need to be vetted to make sure that their
audience and tone are beneficial to SLO City tourism before being hosted.
• Working in coordination with TBID marketing agencies in order to achieve
comprehensive marketing plan and increase brand awareness across all platforms
$85,000 a year for PR Services, jointly funded by the TBID and PCC
12
Proposals 2016-17
Media monitoring
Over the past years, the PCC and TBID have enhanced their PR strategy with a media monitoring
tool. Last year Vocus merged with Cision and is now able to provide us an enhanced version of
the Vocus PR Suite that brings together the best features including access to 1.6 million writers
and editors, an expanded press release distribution network and expanded monitoring through
partnerships including Associated Press, LexisNexis, Critical Mention and Twitter.
This tool has allowed better access to journalists, assesses media impact and has allowed the
PCC and TBID to know that the Chamber is effectively fulfilling the contract. This year, we again
recommend that the PCC and TBID invest in this pass-through contract.
$8,00 for Media Monitoring Services, jointly funded by the TBID and PCC
13
Proposals 2016-17
Summary
Guest Services $34,000 a year
1-877-SLO-TOWN, Availability, Tradeshows
Special Promotion Partnership $8,000 a year
Live Chat Support $24,000 a year
$4,000 for two month trial
Public Relations $42,500 a year*
$85,000, jointly funded by the TBID and PCC
Media Monitoring Services $4,000 a year*
$8,745, jointly funded by the TBID and PCC
*if costs are shared 50/50 between TBID and PCC
14
Overview of Partnership, San Luis Obispo TBID 2016-2017
Membership, Advertising & Social Media Marketing: As a partner of SLO Wine Country Association, SLO City TBID and lodging constituents continue to receive value as associate members of SLO Wine Country. Since July 2015, SLOwine.com has received over 108,000 unique visitors, along with over 4 million page hits and 480K page views. The “Visit” or “Stay” page has also had over 8,000 unique views, with over 2800 direct referrals to the sanluisobispovacations.com website. San Luis Obispo Vacations web ads have been viewed by over 30,000 unique visitors on SLOWine.com webpages. SLO Wine has also emailed 41 e-newsletters including the SLO TBID logo and additional editorial information, videos, events and news stories to over 12,000 consumers each month, with 1-2 master list newsletters (over 10K) e-mailed each month. Our e-newsletter open rate is about 20% on average, along with a 3% click through ratio. SLO TBID lodging partners have saved 10% on advertising in the SLO Wine Country map and brochure, and as part of this partnership; SLO City has received a full page advertisement in our brochure, with distribution to over 60,000 maps to local, regional, national and international markets. SLO Wine Country has mailed over 800 maps to 36 states and 16 countries including Germany, China, Switzerland, Netherlands, Great Britain, Canada, Australia, New Zealand, Argentina, Austria, England, Denmark, Ireland, Italy, South Africa, and Mexico. As part of our continued social media outreach and marketing efforts, SLOWCA has featured several SLO City events, blog posts, media posts and additional stay information on multiple social media platforms including Facebook, Twitter, Instagram and You Tube. San Luis Obispo vacation brochures have been distributed to all tasting rooms in SLO Wine Country. SLOWCA will host a branding seminar in June 6th, 2016 at 9am. SLO TBID lodging partners front of desk staff are encouraged to join us for an educational seminar about the wine region. Information and RSVP will be delivered in late April 2016.
Media and Press: In 2015, San Luis Obispo Wine Country, in partnership with the City of SLO and SLO Chamber of Commerce hosted seven
journalists from around national and regional magazines, newspapers and blogs that featured the winemakers, wineries and local attractions and
lodging in San Luis Obispo city. Editorial published in the fall/winter of 2015 included: USA TODAY: “SLO City to Sea” San Francisco Chronicle: “10 Reasons to Visit SLO County”, Sacramento Magazine: 4 page feature story on SLO Wine, Monterey County Weekly: “32 Hours in SLO Wine Country”, Detroit News: “Calif’s Ocean Gems”, PASTE MAGAZINE: “SLO California’s Hidden Gem”, 805 Living: “Lowdown on SLO”, Arizona Daily Sun: “Magic in the Middle”, LA Weekly: “Wine Country’s Best Kept Secret”. SLO Wine Country has also partnered with LO Chamber to host journalists in SLO Wine Country. Recent coverage includes: Huffington Post Travel “SLO the New Napa”, NBC Bay Area “Worth the Trip” Six New Wine Trails, Flavors of the USA “SLO Wine Country Goes Coastal” (featuring Mission de Tolosa, SLO area attractions). Also, SLOWCA recently hosted a writer from Phoenix Magazine, with potential article on Thursday farmers market and Granada Hotel & Bistro. SLOWCA, working in collaboration with Mooncatcher PR will be focusing on bringing additional media to stay in San Luis Obispo through June 2016.
Targeted Trade and Media Marketing: SLO Wine Country has booked a premier booth and potential panel tasting at SommCon and San Diego Bay Wine & Food Festival in November 2016. The target market of San Diego was selected after a joint meeting with the TBID marketing committee and SLO Wine where we proposed several options for partnership. After researching multiple events throughout the year, the team at SLO Wine felt this was the best opportunity to make a large presence at an event that attracts a more affluent wine consumer. SLO Wine is continuing to work with SLO TBID to showcase both the destination experience of SLO, tied in with the “Go Coastal” SLO Wine experience. Additionally, SLO Wine will be promoting Roll Out the Barrels at the upcoming Scottsdale Culinary festival in April and promoting a 20% off ticket promotion for all hotels for consumers who book their stay in SLO. SLO City is prominently featured in our new electronic media kit.
Past Support SLO TBID has hosted a collaborative partnership with SLO Wine Country for the last two years which includes membership and marketing benefits as well as a partnership to tie in media and journalists with hosted stays in San Luis Obispo. We are now approaching our third year of partnership with SLO TBID and SLO City, with our initial partnership growing to $18,000. SLO Wine Country has provided mid-year and annual reports detailing measurable impacts of the partnership, along with a complete media and press report at the end of each fiscal year.
Looking Forward As part of SLOWCA’s application for CDFA Specialty Crop Grant funding, SLO TBID was included as an ‘in-kind” partner in our efforts to promote the SLO Wine region. As part of our recent CDFA grant proposal, SLO Wine will be looking to increase consumption of SLO wines in Colorado, Arizona and Nevada and has presented a comprehensive marketing plan to educate media, wine buyers/distributors, and consumers about SLO Wine Country and the destination experience. We will know in October if we have been selected for funding, with the 3-year marketing project amounting to over $200,000.
SAN LUIS OBISPO WINE COUNTRY ASSOCIATION
805-541-5868 slowine.com
As an in-kind partner, SLO TBID will be poised to benefit from our marketing efforts in the Southwest US. In addition to our membership and public relations funding support, SLO Wine is looking to open up our $7,000 roadshow partnership to include co-op marketing and promotional opportunities. SLO Wine Country is approached with numerous marketing opportunities for print, digital, and film, and in turn cannot participate in many high level advertising/advertorial campaigns. With additional funding available from SLO TBID, SLO Wine can work together to pursue co-op partnerships to build on opportunities both SLO Wine and SLO City feel are beneficial to communicating the destination message. Examples of marketing campaigns SLO Wine has been approached to buy into include: Wine Enthusiast Magazine (digital and print), Touring and Tasting Magazine, Tasting Panel Magazine, 805 Living, Bay Area Newsgroup. and the Wine Bloggers Conference to name a few. In addition, SLOWCA has been working on a potential joint marketing opportunity with the SLO Airport and American Airlines to provide in-flight tasting and potential winetasting flight with marketing materials in the preferred flyer lounge at the Phoenix, AZ airport. Additional opportunities may also exist in other flight markets including LAX. SLO Wine is working together with growers, wineries, and winemakers across coastal SLO to build a new Coastal AVA that will cover the entire coast from Cambria to Nipomo. SLO Coast AVA Association is in the process of collecting climate and soils data to prepare our petition to the TTB. We continue to look for strategic partners who would be in support of this effort and are in the process of raising $60,000 to complete the petition. Lastly, SLO Wine completed an economic impact study in partnership with Paso Robles Wine Alliance and UC David to showcase the impacts of wine production in the county. Below are several statistics that were taken to showcase SLOWCA’s impact within the county: -SLO Coast region represents 11% of countywide industry -Direct Value of Wine Industry Output of SLO County: $732 Million -Total Value of direct and indirect Output of SLO County Wine Industry: $814 Million -$81 Million in Tax Revenue generated from SLO County Wine Industry -Total Economic Value of SLO Coast Wines (including Edna Valley and Arroyo Grande Valley AVAs): $40,600,000 -Total Tonnage of grapes crushed (2015): 38,884
SLO Wine Country Partnership The goal of SLO Wine Country’s annual partnership with SLO TBID is to engage wine lovers, leisure travelers, and foodies to visit and stay in San Luis Obispo.
San Luis Obispo Wine Country Association seeks a total of $15,000 to facilitate the following: • $10,000 in associate membership funding to provide overall membership benefits to all 39 lodging constituents, including website promotion, logo placement, editorial placement, website advertising, e-newsletter marketing and social media marketing. • $7000 in potential co-op partnerships, out-of-area marketing campaigns. This can include potential roadshows, tradeshows, social media marketing and sweepstakes promotions in targeted regional markets, including Los Angeles, San Francisco/Bay Area, San Diego, Orange County and the Central Valley. • $1000 in hosted media visits in San Luis Obispo city at lodging partner hotels.
SLO TBID Benefits We are committed to creating programs that are mutually beneficial and open to additional ideas available on partnerships and special campaigns with co-op advertising campaigns, social media, etc. As annual partners, SLO Wine Country will provide the following benefits: *Member benefits include: -SLO Vacations listing on SLOWINE.com -Website advertising opportunities for all lodging partners -Associate member newsletter subscription for all lodging partners -Opportunity to place business information/promotional opportunities into member’s newsletter -Discount on brochure listing in SLO Wine brochure -Invitation to SLO Wine mixers and meetings -Associate Member BBQ (July) -Referrals to winery professionals -Direct referrals from SLO Wine from consumers -Co-Op pricing and discounts to wine business symposiums and local/regional events -Market events to SLO Wine e-newsletter list of 10,000+subscribers -Job Postings to SLOWINE.com -Social Media opportunities -Opportunity to attend open comment periods at Board Meetings -Opportunity to present at Owners meeting with 10 minute presentation (limited to SLO TBID representative) -Opportunity to present at Tasting Room Manager Meetings (limited to SLO TBID representative) *Public relations hosting opportunities for lodging partners (on-going) *Thirty (30) complimentary General Admission tickets to use as giveaways, local promotions, or area package lots for ROTB and Harvest on the Coast *Logo recognition: website, e-newsletters, wine country map brochure.
SAN LUIS OBISPO WINE COUNTRY ASSOCIATION
805-541-5868 slowine.com
TBID Budget Planning 2016-17
Updated: 4/25/16
Income Source 2016-17 2015-16
TOT Revenue Assumption 7,170,000$ 6,844,000$
TBID Assessment (20% of TOT Revenue)1,434,000$ 1,368,800$
Administration Overhead (2% of TBID Assessment)28,680$ 27,376$
Tourism Manager Salary (.75 FTE)89,788$ 84,686$
Tourism Coordinator Salary (FTE)97,000$ n/a
TBID Fund Reserve 100,000$ 100,000$
Fund Balance -$ 144,676$
TBID Program Budget 1,218,532$ 1,401,414$
Expenditure
Expenditure (section in gray)
2016-17
Reccomendations
2015-16
Expenditures
Contracts 924,500$ 941,950$
Marketing Contract 814,500$ 700,000$
Website Redesign n/a 70,000$
Rainy Day Campaign n/a 80,000$
RaceSLO Arch 5,000$ 5,000$
Chamber of Commerce - PR 51,000$ 48,000$
Chamber of Commerce - Phone 34,000$ 31,000$
Chamber of Commerce - Media Monitoring Service Fee 8,000$ 7,950$
Chamber of Commerce - Live Chat 4,000$
Chamber - Special Promotion Partnership 8,000$
Marketing/ Advertising -$ 8,176$
Additional SAVOR Bags n/a $ 8,176
Partnerships 113,500$ 163,500$
Cal Poly Athletics 95,500$ 95,500$
SLO Wine 18,000$ 18,000$
SLOMA -$ 30,000$
Cal Poly New Student & Transition Program -$ 20,000$
Events Promotion 113,532$ 195,000$
General Events Promotion 113,532$ 195,000$
Tradeshows 39,000$ 30,500$
LA/SF/SD Travel Show 35,000$ 25,000$
SAVOR Booth Build Out n/a 2,500$
Tourism Conferences 4,000$ 3,000$
Tourism Organizations/Research 2,500$ 2,500$
CCTC 1,000$ 1,000$
Smith Travel Report 1,500$ 1,500$
Support/ Meetings 25,500$ 19,301$
Tourism Manager Expenses 4,000$ 3,000$
FAM Trip Hosting 10,000$ 5,000$
Additional Brochure Printing -$ 7,201$
Getaway Winners 2,500$ 3,000$
Past Due CP Rooms 1,000$ 1,100$
Strategic Plan Update 8,000$
Total Committed 1,218,532$ 1,360,927$
Funds Remaining -$ 40,487$
Total 1,218,532$ 1,401,414$
Draft Job Description Summary
JOB TITLE: TOURISM COORDINATOR
JOB SUMMARY:
The Tourism Coordinator supports the planning, development and implementation of activities that
enhance the tourism promotion efforts within Community Promotions and Economic Development
programs.
CLASS CHARACTERISTICS:
• The Tourism Coordinator is distinguished from the Tourism Manager by the Manager’s broader
range and higher level of program responsibility.
• This position has no supervisory responsibilities.
SUPERVISION RECEIVED AND EXERCISED:
• Under general direction, performs various complex professional and administrative work related
to all programs and activities in support of the City’s Tourism Business Improvement District
(TBID), including public relations, media relations, constituent relations, community relations,
marketing, advertising and promotions to enhance City income derived from the tourism
industry.
• Represent the City at consumer trade shows and special events.
• Office support duties of considerable complexity requiring thorough knowledge of the program,
its procedures, and operational details; provides administrative support to management;
composes and prepares correspondence using considerable judgment in content and style;
performs skilled word processing and data entry; provides information to the public and staff;
provides complex and responsible support to the Tourism Manager for a wide variety of
assignments related to administration of budgets, contracts, research projects, and department
programs; and performs related work as required.
EXAMPLES OF DUTIES AND RESPONSIBILITIES:
(Any one position may not include all of the duties listed nor do the listed examples include all tasks that
may be found in positions of this class.)
• Participates in the development and coordinates the implementation of goals, objectives,
policies, and priorities for the City’s tourism program.
• Represents the City at consumer shows and trade shows; responsible for coordination of travel
details, event logistics, and sales features.
• Solicits and organizes participation from local hospitality businesses in direct sales promotions,
trade shows, conferences, advertising opportunities, and other promotional programs.
• Supports the planning, organization, and performance of familiarization tours of the City and
surrounding attractions for groups, travel writers, and other travel professionals as necessary.
• Oversees the implementation of event promotion agreements to ensure adherence to City
standards and legal provisions; ensures that deliverables and reports are submitted on time and
budget, progress, and activations are consistent with City policy and contract provisions.
• Provides administrative support to Tourism Manager by assisting with duties of a complex
nature, including preparing and editing: agenda items for Board and Committee meetings; City
Manager Reports; and program agreements and support documentation.
• Acts as a department representative within community groups to relay or obtain relevant
information regarding departmental activities; coordinates and integrates department services
and activities with other City departments and outside agencies.
• Schedules and/or coordinates meetings, seminars, conferences, and training sessions for
tourism program; acts as meeting and/or committee secretary including preparing agendas and
informational packets, and taking and transcribing minutes for subcommittees.
• Assists or administers assigned projects and/or programs as assigned by management staff; may
oversee or provide assistance to the Tourism Manager in various research and department-
related projects.
• Organizes and carries out administrative assignments; researches, compiles, and organizes
information and data from various sources on a variety of specialized topics related to programs
in assigned area, including budget requests; checks and tabulates standard mathematical or
statistical data; prepares and assembles reports, manuals, articles, announcements, and other
informational materials.
• Composes, types, edits, and proofreads a variety of complex documents, including forms,
memos, administrative, statistical, financial, and staff reports, newsletters, brochures,
correspondence, and other specialized documents; inputs and retrieves data using a computer
terminal; checks draft documents for punctuation, spelling, and grammar; makes or suggests
corrections.
• Prepares and processes reports, forms, and records, such as requests for payments, purchase
orders, invoices, requests for proposals, bid packages, contracts and agreements, drafts of
hearing notices, draft resolutions, and mailing lists for public hearing items.
• Screens calls, visitors, and incoming mail; receives and responds to calls received; provides
information to the public by phone or in person to ensure an understanding of department and
City policies and procedures; listens to questions and interprets and applies regulations, policies,
procedures, systems, rules, and precedents according to existing guidelines; responds to citizen
and staff inquiries and complaints; refers citizens to the appropriate department source;
coordinates or resolves problems of a moderate nature when appropriate.
• Develop, implement and maintain file, tracking, and record-keeping systems; researches records
within areas of assigned responsibility to prepare reports and provides follow-up information to
public and staff inquiries.
• Verifies and reviews forms and reports for completeness and conformance with established
regulations and procedures; applies departmental and program policies and procedures in
determining completeness of applications, records, and files.
• Monitors and orders office and other related supplies; prepares, processes, and tracks purchase
requisitions for services and materials; receives vendor invoices; prepares request for payment
for the Tourism Manager approval.
• Operates modern office equipment including computer equipment and specialized software
applications programs.
• Performs related duties similar to the above in scope and function as required.
KNOWLEDGE AND ABILITIES:
Knowledge of:
• Principles, practices, and procedures related to advertising, marketing, public relations, and
travel and tourism.
• Techniques for effectively representing the City in contacts with governmental agencies,
community groups, various business, professional, educational and regulatory organizations,
and with property owners, developers, contractors, and the public.
• Techniques for providing a high level of customer service by effectively interacting with the
public, vendors, contractors, and City staff.
• Recent and on-going developments, current literature, and sources of information marketing,
advertising, public information, travel, and tourism programs, activities, and projects.
• Practices of researching issues, evaluating alternatives, making sound recommendations, and
preparing and presenting effective staff reports.
• Modern office administrative practices and procedures, including the use of standard office
equipment.
• Organization and function of public agencies, including the role of an elected City Council and
appointed boards and commissions.
• Applicable Federal, State, and local laws, regulatory codes, ordinances, and procedures relevant
to assigned area of responsibility.
• Business letter writing and the standard format for reports and correspondence
• Principles and practices of data collection and report preparation.
• Computer applications related to the work, including word processing, web design, database,
and spreadsheet applications.
• Business mathematics and basic statistical techniques.
• Record keeping principals and procedures.
• English usage, grammar, spelling, vocabulary, and punctuation.
Ability to:
• Implement goals, objectives, and practices for providing effective and efficient services.
• Administer complex and technical marketing, advertising, public information, travel, and
tourism programs in an independent and cooperative manner.
• Analyze, interpret, summarize, and present administrative and technical information and data in
an effective manner.
• Effectively represent the program and the City in meetings with governmental agencies,
community groups, and various businesses, professional, and regulatory organizations and in
meetings with individuals.
• Organize and prioritize a variety of projects and multiple tasks in an effective and timely
manner; organize own work, set priorities, and meet critical time deadlines.
• Perform responsible administrative support work with accuracy, speed, and minimal
supervision.
• Understand the organization and operation of the City and of outside agencies as necessary to
assume assigned responsibilities.
• Interpret, apply, and explain administrative and departmental policies and procedures.
• Compose correspondence and reports independently or from brief instructions.
• Make accurate mathematical, financial, and statistical computations.
• Enter and retrieve data from a computer with sufficient speed and accuracy to perform assigned
work.
• Establish and maintain a variety of filing, record-keeping, and tracking systems.
• Operate modern office equipment including computer equipment and specialized software
application programs.
• Use English effectively to communicate in person, over the telephone, and in writing.
• Use tact, initiative, prudence, and independent judgment within general policy and legal
guidelines in politically sensitive situations.
• Establish, maintain, and foster positive and harmonious working relationships with those
contacted in the course of work.
EDUCATION AND EXPERIENCE:
• Graduation from a four-year college or university with major coursework in marketing,
advertising, public or business administration, or a related field is highly desirable.
And/Or
• Two (2) years of experience in business administration, tourism promotion programs,
marketing, public relations or related sales.
• An equivalent combination of education and experience.
• Practical experience in tourism and/or the hospitality industry is highly desired.
Tourism Business Improvement District
Management Subcommittee
Meeting Minutes
April 25, 2016 – 10:00-12:00pm
City Hall
PRESENT: Harris; Patel; Pearce
STAFF PRESENT: Molly Cano, Tourism Manager; Maddie Kuber, Tourism Intern
BUSINESS ITEMS
1. Proposal Follow Up Questions & Discussion
The committee reviewed the proposals presented by the San Luis Obispo Chamber of Commerce and
SLO Wine Country. Molly Kern and Ermina Karim were both present to answer all questions
regarding the proposal from the Chamber. There was discussion regarding the Live Chat Support
feature on the Chamber’s website and the committee gave direction to try a two month trial at a price
of $4,000.00 per month. There was also discussion on the Special Promotions Partnership and the
committee agreed that the partnership should be presented to the Board as recommendation to pursue.
Heather Muran represented SLO Wine Country and provided an overview of the proposed partnership
for the 2016-17 year.
2. Marketing Agency Budget Consideration
Shari Clark, Courtney Meznarich, Chelsea Harden, and Charlotte Ferrari represented BCA and Studio
Good. The committee discussed the allocation for the 2016-17 year for the marketing contract with
both firms for TBID marketing efforts. Based the current year contract funded at $700,000 and the
addition of the marketing programs including Rainy Day promotion. Website redesign, and the video
project, the total marketing contract cost was $893,000 in FY 2015-16. Based on the base budget of
$700,000 for 2016-17 plus the addition of new initiatives, the agency suggested $814,500 for the
2016-17 contract.
2016-17 Marketing Budget Overview:
$700K Contract Base Budget
Additional budget items to consider:
Fall 2016 Promotion $50,000.00
Winter 2017 Promotion $50,000.00
Still Photography Needs $ 14,500.00
3. 2016-17 Budget Development
The committee reviewed the budget documents and considered the direction given by the Board, as
well as the funding requests received and the commitments already made for the upcoming fiscal
year. The committee began establishing budget allocations for the recommendation to the Board for
the 2016-17 budget. There was discussion on adding a new trade show in the upcoming year to
market San Luis Obispo to businesses rather than consumers. After filling out the prospective budget,
the committee was significantly over budget for the ideal allocations budget made adjustments to
balance the budget. The largest reduction was in the General Events Promotion line, which was
reduced to $113,532.00 for event sponsorship. The committee discussed that this number could be
increased should additional event request funding at the mid-year application should the TBID
receive a fund balance carryover from 2015-16.
4. BCA Request for Consideration
BCA owners, Maggie and Dave Cox presented a request for consideration to the committee. The
request was for input on BCA submitting a bid for to be the marketing agency of record for and the
City of Santa Maria newly formed TMD. After their presentation, the committee discussed the
request at great length particularly the pro/cons of having an agency represent competing destinations,
the philosophical reasoning behind the concern over competing representation, and the impact that
would make on the TBID as well as the agency. Ultimately, the committee directed staff to report
back to BCA that the committee would understand their interest to submit a bid for the business and
didn’t want to impede on business growth for BCA, however the committee would rather they didn’t
bid on the business as it was viewed as a competing destinations based on proximity and shared target
markets.
5. New Business Items
The next Management Committee meeting is scheduled for May 24th at 3:00 pm.
Tourism Business Improvement District
Marketing Subcommittee
Meeting Minutes
April 28, 2016 – 1:00-2:30pm
BOARD MEMBERS PRESENT: P. Patel; Walker; Hutton
STAFF PRESENT: Molly Cano, Tourism Manager; Maddie Kuber, Tourism Intern
BUSINESS ITEMS
1. Marketing Plan Development
BCA and Studio Good presented their 2016-17 Fiscal Year Marketing Plan to the subcommittee.
The internal marketing team provided information regarding their plan to improve the marketing
plan from the previous year. These suggestions included…
• Loyalty program (Targeted at Cal Poly parents)
• Seasonal Promotions in Fall 2016 & Winter 2017
• New videos (In -house production for Instagram & Facebook)
• Still photos (Indoor photos)
• Swag
• Events (More communication with planners throughout the process)
• Social (SLO takeovers)
• Website (Bring SEO in-house, “Add to itinerary” feature, forecast trends)
• Creative (GIFs and expanding banners)
• Email marketing (Research automated email marketing platforms like Marketo, increase
touchpoints)
• Media (Extend media budget, utilize to strongest media outlets)
There was discussion on new Strategic Partnerships including the SLO Museum of Art and the
Cal Poly New Student and Transition Program. The subcommittee also discussed the addition of
attending a B2B tradeshow in the 2016-17 fiscal year that would connect SLO with group sales
businesses. There will be research conducted on this sector and the subcommittee and marketing
team was enthusiastic about the potential opportunity.
2. New Business
The next Marketing Subcommittee meeting will take place on Tuesday, May 17th at 3pm.
Location TBD.
Adjourned: 2:28pm
DRAFT Minutes
Promotional Coordinating Committee
Wednesday, April 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, April 13, 2016 at 5:31 p.m. in the Council Hearing Room, located at 990
Palm Street, San Luis Obispo, California, by Chair Roberson.
ROLL CALL
Present: Committee Members Daniel Levi, Patricia Loosley, Matthew Wilkins,
Vice-Chair Jill Lemieux and Chair Stephanie Roberson
Absent: Committee Members Deborah Lewis and Sasha Palazzo
Staff Present: Tourism Manager Molly Cano, Tourism Intern Maddie Kuber,
and Recording Secretary Kevin Christian
PUBLIC COMMENT ON NON-AGENDA ITEMS
Molly Kern, Chamber of Commerce Director of Communications, introduced the Chamber’s
new Visitor Center Manager, Dusty Colyer-Worth.
APPOINTMENT – OATH OF OFFICE
Lee Price, Interim City Clerk, swore-in reappointed Committee Member Daniel Levi.
CONSENT AGENDA ITEMS
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, MARCH 9, 2016
ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 4-0, to approve the Minutes of the Promotional
Coordinating Committee meeting of March 9, 2016 as presented (COMMITTEE
MEMBER WILKINS ABSTAINED).
C2. COMMUNITY PROMOTIONS BUDGET REPORT
By consensus, the Committee directed staff to receive and file the Community
Promotions Budget Report.
Draft – Promotional Coordinating Committee Minutes of April 13, 2016 Page 2
City of San Luis Obispo, Title, Subtitle
C3. PUBLIC RELATIONS REPORT
By consensus, the Committee directed staff to receive and file the Public Relations
Report.
C4. GRANTS-IN-AID (GIA) SUPPORT REPORT
By consensus, the Committee directed staff to receive and file the Grants-In-Aid Support
Report.
C5. VISITOR CENTER REPORT
By consensus, the Committee directed staff to receive and file the Visitor Center Report.
C6. SLO HAPPENINGS PROMOTIONS REPORT
By consensus, the Committee directed staff to receive and file the SLO Happenings
Promotions Report.
C7. SLO HAPPENINGS TECHNOLOGY REPORT
By consensus, the Committee directed staff to receive and file the SLO Happenings
Technology Report.
C8. TOT (TRANSIENT OCCUPANCY TAX) REPORT
By consensus, the Committee directed staff to receive and file the TOT Report.
PRESENTATIONS
1. SLO CHAMBER OF COMMERCE QUARTERLY UPDATE
Molly Kern, Chamber of Commerce Director of Communications, presented the past
quarter’s report, and reviewed the GIA (Grants In Aid) marketing support that the
Chamber can provide. Quarter highlights noted were that visitors from Europe were the
highest non-local demographic, events promoted have seen a steady rise, and for public
relations there were 109 media placements with a potential reach of 88,041,668 viewers.
2. SLO HAPPENINGS PROGRAM QUARTERLY PROMOTIONS UPDATE
Judith Cohen of Fresh Buzz media showed a promotional video for the SLO Happenings
app. and presented a summary of the app. metrics from the past quarter. Highlights noted
were that; user’s time spent per visit are up; a Facebook newsfeed contest was held; and
social media metrics have met the promotional goals for growth set for the quarter.
Fourth quarter growth goals have been set the same as the third quarter goals.
Draft – Promotional Coordinating Committee Minutes of April 13, 2016 Page 3
City of San Luis Obispo, Title, Subtitle
3. SLO HAPPENINGS PROGRAM TECHNOLOGY QUARTERLY UPDATE
Mike Holiday of GFL Systems gave a report on activity during the past quarter, noting a
66% increase in people launching the app.
BUSINESS ITEMS
1. SPONSORSHIP REQUEST FOR VIETNAM WAR VETERANS TRIBUTE
Joseph Brocato reviewed the history and purpose of the Military Order of the World
Wars and presented a sponsorship request for funds towards the Vietnam War Veterans
Tribute luncheon on October 27, 2016. The committee reviewed available funding and
held action until hearing from the second funding request (Business Item 2).
2. AMERICA IN BLOOM
Lee Price, Interim City Clerk, reviewed the background of the America In Bloom
volunteer program, the benefits of participating in the program, and presented a
sponsorship request for the America In Bloom Symposium, to be held on October 5-8,
2016.
The committee discussed the two proposals, available funding, and committee goals that
might be served with sponsorship of the items.
ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED 5-0, to support the America in Bloom request with a $1,000
sponsorship.
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECOND BY
COMMITTEE MEMBER LOOSELY, CARRIED 5-0, to support the Vietnam War
Veterans Tribute with a $910 sponsorship.
3. SAN LUIS OBISPO CHAMBER OF COMMERCE PARTNERSHIP
CONSIDERATION
Molly Kern, San Luis Obispo Chamber of Commerce reviewed their current services and
their funding request, which will include the following new services: after hours signage,
promotion at a Thursday night Farmer’s Market booth, a redesigned media kit, and
hosting a FAM trip for 3-5 writers that focuses just on San Luis Obispo.
The Committee discussed past funding vs. the current proposal and what sort of split on
funding might be considered with the Tourism Business Improvement District (TBID)
Board. If needed, the committee designated Committee Members Loosley and Roberson
to attend the next TBID Management Committee meeting where this item will be
discussed.
Draft – Promotional Coordinating Committee Minutes of April 13, 2016 Page 4
City of San Luis Obispo, Title, Subtitle
4. 2016-17 SLO HAPPENINGS PROGRAM CONSIDERATION
Fresh Buzz and GFL, contractors for the SLO Happenings program, reviewed the current
program and presented future program opportunities, along with their budget funding request
for the upcoming fiscal year. Enhancements proposed include “Push Notifications” that are
tied to user favorites, Facebook integration with User’s Event Notifications, and adding tags
when searching Event categories.
They also presented additional opportunities that were not part of the funding request for
future consideration, including the option to change the “Ongoing Events” button to a
“Featured Event” focus button on the App.
5. 2016-17 ANNUAL EVENT PROMOTION APPLICATION
The committee reviewed the proposed events promotion application.
ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECOND BY VICE CHAIR
LEMIEUX, CARRIED 5-0, to approve the 2016-17 Annual Event Promotion Application
and timeline as presented and directed staff to release the application.
6. SUBCOMMITTEE ASSIGNMENTS
The committee reviewed the assignments of the new committee members to the PCC’s
Events Promotion subcommittee and GIA subcommittee and agreed to the modifications as
presented by staff. The subcommittee assignments are: GIA committee - Commissioners
Levi, Wilkins and Lewis; Events committee- Chair Roberson, Vice Chair LeMieux and
Commissioner Loosley.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA UPDATE
Tourism Manger Cano reported that Arts International still has not been able to supply
proper reporting for the 2016 funding. A request has been made for a return of past funding.
2. TBID (TOURISM BUSINESS IMPROVEMENT DISTRICT) BOARD REPORT
Tourism Manager Cano reviewed the minutes of the March 9th, 2016 TBID meeting,
highlighting the success of the Rainy Day promotion and discussion of funding a Tourism
Coordinator position.
Draft – Promotional Coordinating Committee Minutes of April 13, 2016 Page 5
City of San Luis Obispo, Title, Subtitle
3. TOURISM PROGRAM UPDATE
Tourism Manager Cano reviewed the hours and duties of Tourism Intern Maddie Kuber,
described a possible promotion with AMTRAK, and outlined the upcoming month’s
event schedule.
ADJOURNMENT
The meeting adjourned at 8:04 p.m. to the next Regular meeting to be held on May 11,
2016, 5:30 p.m.
Respectfully submitted,
Kevin Christian, Recording Secretary