HomeMy WebLinkAboutB1 - SLO WINE TBID 2016-17 partnership
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