HomeMy WebLinkAboutLRC2Tourism 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.