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Home My WebLink About03-09-16 - Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee Wednesday, March 9, 2016 5:30 P.M. City Hall – Council Hearing Room The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the quality of life available to all residents of and visitors to San Luis Obispo and (2) promote, in a manner consistent with long-range community goals, the development of San Luis Obispo as a regional and tourist center. CALL TO ORDER: Chair Sasha Palazzo PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you may address the Committee on items that are not on the agenda but are of interest to the public and within the subject matter jurisdiction of the Promotional Coordinating Committee. The Committee may not discuss or take action on issues that are not on the agenda other than to briefly respond to statements made or questions raised, or ask staff to follow up on such issues. CONSENT ITEMS C.1 Minutes of the Meeting on February 10, 2016 C.2 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid Support Report C.5 Visitors Center Report C.6 SLO Happenings Promotions Report C.7 SLO Happenings Technology Report C.8 TOT Report PRESENTATIONS 1. PUBLIC RELATIONS MONTHLY UPDATE 10 mins Representative from the SLO Chamber will present an update to the Board on the public relations activities during the previous month. BUSINESS ITEMS 1. ELECTION OF CHAIR & VICE-CHAIR 5 mins The committee will elect a Chair and Vice-Chair for the term of April 2015 to March 2016. 2. 2016-17 BUDGET PROCESS 45 mins The committee will receive the general budget instruction from staff and begin to discuss the initial allocations for the development of the fiscal year 2016-17 budget. The committee will discuss the various programs and contracts status to provide direction on future contract features. 3. 2015-16 BUDGET STATUS UPDATE The committee will review the remaining funds available within the current fiscal year budget and discuss possibilities for the use of the funds. PCC LIAISON REPORTS & COMMUNICATION At this time Committee members make announcements, report on activities, refer to staff issues for study and report back to the Committee at a subsequent meeting. 1. GIA UPDATE – LIAISON REPORT 2. TBID BOARD REPORT – TBID Minutes February 10, 2016 3. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on March 4, 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 Promotional Coordinating Committee Wednesday, February 10, 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, February 10, 2016 at 5:32 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Palazzo. ROLL CALL Present: Committee Members Daniel Levi, Patricia Loosley, Clint Pearce, Stephanie Roberson, Vice-Chair Jill Lemieux and Chair Sasha Palazzo Absent: Deborah Lewis Staff Tourism Manager Molly Cano and Recording Secretary Kevin Christian Present: PUBLIC COMMENT ON NON-AGENDA ITEMS There was no public comment on non-agenda items. CONSENT AGENDA ITEMS C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, JANUARY 13, 2016 MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER ROBERSON, CARRIED 6-0, to approve the Minutes of the Promotional Coordinating Committee meeting on January 13, 2016 as presented. C2. COMMUNITY PROMOTIONS BUDGET REPORT By consensus, the Committee directed staff to receive and file the Community Promotions Budget Report. C3. PUBLIC RELATIONS REPORT By consensus, the Committee directed staff to receive and file the Public Relations Report. Draft – Promotional Coordinating Committee Minutes of February 10, 2015 Page 2 City of San Luis Obispo, Title, Subtitle 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 the TOT Report. PRESENTATIONS 1. PUBLIC RELATIONS MONTHLY UPDATE Representatives from the San Luis Obispo Chamber of Commerce presented an update on the public relations activities during the previous month, noting that Visitor Center is the distribution location for the “Money for a Rainy Day” promotion; reported that an LA Times piece on the promotion has been picked up by other media outlets leading to additional promotion opportunities; noted that the San Francisco Chronicle had pieces focusing on staying in San Luis Obispo and on the Craft Beer scene; and reported that upcoming events include the SLO Film Festival, the Eroica bike tour with a VIP opening night hosted in SLO, a focus on “Maker” events, and a renewed focus on outdoor activities. Draft – Promotional Coordinating Committee Minutes of February 10, 2015 Page 3 City of San Luis Obispo, Title, Subtitle 2. SLO HAPPENINGS PROGRAM TECHNOLOGY QUARTERLY UPDATE Mike Holiday of GFL Systems reported that following the App launch last month they have seen a rise in use; noted that the App calendar integration with the City’s tourism website is being “fine-tuned”; specified that the second phase of the App launch adds a mapping feature for events and favorites, along with adding the ability to add events; reported that events are propagated to the App by individual users, pulled from the SLO Chamber events list, and then pushed to the sanluisobispovacations.com calendar. He also clarified that the number of event submissions only counts approved events. BUSINESS ITEMS 1. 2016-17 GIA (GRANTS IN AID) FUNDING ALLOCATION Tourism Manager Cano reviewed that the PCC typically allocates $90,000 to $100,000 for GIA funding, and reported that attendance at the mandatory GIA applicant meeting was similar in number to past year’s. The Committee discussed that the past year’s budget had funding for the development of the App and that this year’s budget shouldn’t have as high a need for the App as it will be for maintenance only. MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER LOOSLEY, CARRIED 6-0, to earmark $100,000 for the 2016-17 GIA funding allocations. 2. 2016-17 GIA BUDGET PROCESS Tourism Manager Cano reviewed the following proposed budget action timeline and requested direction from the committee concerning their preference to use a sub- committee in the process. March 3/9 – PCC Meeting – Review Preliminary Budget and Discuss Program Direction • Discuss and decide on direction for 2016-17 SLO Happenings contracts April 4/13 – PCC Meeting – Contractor Pitch Presentations & Committee Discussion May 5/11 – PCC Meeting – Establishment of Initial Committee Budget Allocations June 6/7 – City Council Meeting Draft – Promotional Coordinating Committee Minutes of February 10, 2015 Page 4 City of San Luis Obispo, Title, Subtitle 6/8 – PCC Meeting – Approval of 2016-17 budget allocations for submission to City Council; Review and Approval of Contractor Work Scopes July 7/5 – Council Meeting – Council approval of 2016-17 Program & Budget By consensus the Committee directed staff to plan for the budget process to involve the whole committee rather than to step through a sub-committee process. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA UPDATE Committee Member Loosley reported that the Noor event was going to proceed as originally planned. Chair Palazzo reported that the Holiday Parade event went well. 2. TBID (TOURISM BUSINESS IMPROVEMENT DISTRICT) BOARD REPORT Committee Member Pearce reviewed the TBID minutes; highlighted that the tourism marketing campaign had been nominated for a “Poppy Award” by Visit California; reported that there is a need to represent “Homestay Properties” on the website as they are not served by HELIUM; and reviewed that a $4,000 budget allocation was approved for the CCTC (Central Coast Tourism Council) retreat sponsorship. 3. TOURISM PROGRAM UPDATE Tourism Manager Cano reported that the TBID board had funded the Cal Poly New Student & Transitions Program as an exclusive strategic sponsorship; that PCC Committee Member Daniel Levi is to be reappointed to the PCC; reviewed her upcoming travel and conference schedule; noted that the TBID City promotion video is being used by the City’s Human Resources department in staff recruitment efforts; suggested that the Committee might be interested in Pierre Rademaker’s presentation on the downtown transformation over the years in conjunction with the update of the City’s Downtown Concept Plan; and reminded the committee that the City’s Advisory Body Recognition Reception will be held at Embassy Suites on March 22nd. ADJOURNMENT The meeting adjourned at 6:19 p.m. to the next Regular meeting to be held on March 9, 2016, 5:30 p.m. Respectfully submitted, Kevin Christian, Recording Secretary Community Promotions Budget 2015-16 Budget 2015-16 Amount Budget 396,029$ 2014-15 Released Encumbrances -$ Returned Funds (GIA)-$ Total Budget 396,029$ Expenditure Last Updated 3/2/2016 Expenditure Allocated Expended Available Balance Contractor Grants-in-Aid Funding 95,000$ 94,400$ 600$ GIA Recipients Grants-in-Aid Support Contract 28,000$ 16,331$ Chamber of Commerce Event Promotion Funding 40,000$ 40,485$ (485)$ City Administration SLO Happenings Program - Technology 16,000$ 15,400$ GFL SLO Happenings Program - Promotion 28,300$ 19,539$ FreshBuzz General Contract Services 12,000$ 1,825$ 10,175$ Various: FreshBuzz, Visitors Center 103,000$ 60,081$ Chamber of Commerce PR Contract 32,000$ 18,696$ Chamber of Commerce Downtown Maps 8,500$ Chamber of Commerce Support Cost 5,000$ 877$ City Administration Administration 28,229$ 28,229$ City Administration Total 396,029$ 10,290$ Report to City of SLO – TBID and PCC Public Relations Contract February 2016 Media Releases San Luis Obispo Launches Updated Events App Distributed release regarding the updated SLO Happenings app. San Luis Obispo Receives Statewide Tourism Marketing Award Wrote release announcing San Luis Obispo’s Visit California Poppy Award for best overall marketing campaign. Media/Community Relations 1. Continued to coordinate April 2016 press trip for travel writer Patty Burness. 2. Continued to coordinate March 2016 press trip for Melody Pittman of Wherever I May Roam. 3. Worked with Eroica to plan hosted experiences for writers and influencers attending their event. 4. Began coordinating press trip for Chuck Hanney an assignment with Adventure Cyclist Magazine. 5. Began coordinating press trip for TerriAnn van Gosliga, a family focused blogger with Cookies and Clogs. 6. Worked with the SLO Film Fest to plan hosted experiences for writers and influencers attending their event. 7. Worked with City Tourism Manager and local partners to coordinate SLO Adventure tour as part of countywide FAM for writers with the North American Travel Journalists Association. 8. Provided photos to Darling Magazine for their digital article about San Luis Obispo. 9. Worked with Landis Communications to coordinate FAM trip on behalf of their San Luis Obispo client, Native Trails. 10. Attended the Visit California Outlook Forum. 11. 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 February 2016 Media Relations/Placement 1. Discover San Luis Obispo's relaxed, bohemian sensibility on a weekend getaway LA Times article about a weekend getaway to San Luis Obispo that was picked up by numerous outlets calls it a “Sweetheart of a town.” Unique Views: 253,614 http://www.latimes.com/travel/la-tr-d-escape-slo-20160221-story.html 2. The Lazy Man's Road Trip: A Scenic Drive From L.A. to San Fran Yahoo Travel Writer Lisa McElroy writes about her road trip along the CA coast, Arranged by the CCTC, including her stop in San Luis Obispo. Unique Views: 1,527,961 https://www.yahoo.com/travel/the-lazy-man-39-s-road-1358152053727286.html Report to City of SLO – TBID and PCC Public Relations Contract February 2016 3. Winter travel deals for you and your valentine San Diego Union Tribune travel deals columnist Alison DaRosa shares the ‘rainy day promotion with her readers following San Luis Obispo presence at San Diego tradeshow. Unique Views: 1,527,961 http://www.sandiegouniontribune.com/news/2016/feb/06/travel-deals-winter-valentine- trips/ 4. The Most Fitness-Friendly Cities for 2016 Huffington Post and Smart Asset article names San Luis Obispo as the #5 most fitness friendly city in the nation saying, “the Nine Sisters chain of mountains offers the perfect set of day hikes, ranging from relatively short and easy to difficult.” Unique Views: 253,614 http://www.huffingtonpost.com/smartassetcom/the-most-fitnessfriendly- _b_9243320.html?utm_hp_ref=healthy-living&ir=Healthy+Living http://www.hangoutnetworks.com/the-most-fitness-friendly-cities-for-2016/ https://smartasset.com/ Report to City of SLO – TBID and PCC Public Relations Contract February 2016 5. CITY GUIDE: SAN LUIS OBISPO Darling Magazine post describes what to do, where to stay, eat and drink in San Luis Obispo. Unique Views: 114,484 http://darlingmagazine.org/city-guide-san-luis-obispo/ 6. America’s Best Wine Destinations Smart Asset names San Luis Obispo among America’s Best Wine Destinations saying, “The Edna Valley has emerged as one of America’s top wine regions for both the quality of its offering and the beauty of its scenery.” https://smartasset.com/credit-cards/americas-best-wine-destinations Report to City of SLO – TBID and PCC Public Relations Contract February 2016 7. Here’s the pizza capital of every state FindTheHome and News FX recognized San Luis Obispo as the Pizza Capital of California. Unique Views: 54,256 http://cw39.com/2016/02/09/heres-the-pizza-capital-of-every-state/ 8. ‘The Glass Castle’ author Jeannette Walls to speak in SLO The Tribune article highlights GIA recipient Foundation for San Luis Obispo County Public Libraries event with author Jannette Walls. Unique Views: 539,959 http://www.sanluisobispo.com/entertainment/books/article59193343.html Report to City of SLO – TBID and PCC Public Relations Contract February 2016 9. Celebrating love in Central Coast Wine Country Santa Maria Times and Lompoc Record article highlights San Luis Obispo Wineries specifically, Stephen Ross Winery. Unique Views: 49,646 http://santamariatimes.com/lifestyles/columnist/from_the_vine/celebrating-love-in- central-coast-wine-country/article_efbebdff-bcb9-5977-96de-0b77177896ce.html Unique Views: 35,180 http://lompocrecord.com/lifestyles/columnist/celebrating-love-in-central-coast-wine- country/article_08caad25-92ad-5d30-930c-620a541dedfc.html 10. California Coast Road Trip My Life at Playtime blogger describes her family’s trip to San Luis Obispo and the Madonna Inn saying, “I haven't seen my kids this enthralled with a place or hotel in a very long time. Everything was special and crazy and weird. But it was just the best thing in the world to watch them. I highly highly recommend this hotel for families.” http://www.mylifeatplaytime.com/home/2016/2/3/california-coast-road-trip Grants- in-Aid Marketing Support February 2016 Report Organization Event VC PR SM EC MTG ST PC Almond Country Quilt Guild Seven Sisters Quilt Show X Cal Poly Corporation: Cal Poly Arts La Guitarra California Festival 2015 X X X Canzona Women's Ensemble Canzona Women's Ensemble Concerts X X X X X Central Coast Arts International SLO Multicultural Music & Dance Showcase X Central Coast Children's Choir Annual Concerts X X Civic Ballet 2014 Nutcracker Ballet X Ecologistics, Inc. All-Star Benefit Concert to SLO Down Cancer Foundation for San Luis Obispo County Public Libraries Library Foundation Literary Salon X X X History Center of San Luis Obispo County SLO Souls: Meet the Eternal Residents of San Luis Obispo X X X X Institute for Sustainable Living ReSkilling Expo 2016: Learn Practical Skills for Living JCC - Federation of San Luis Obispo SLO Jewish Film Festival X X X Opera San Luis Obispo Cavalleria Rusticana & Pagliacci: A City-Wide Arts Collaboration X X X X Saint Andrew Greek Orthodox Church Evening in Greece X X X San Luis Obispo County Arts Council Children's Day in the Plaza with Passport to the Arts X San Luis Obispo Little Theatre 2014-15 Season X X X San Luis Obispo Railroad Museum Central Coast Railroad Festival X X X X X X San Luis Obispo Soccer Club SLO Summer Classic X San Luis Obispo Symphony New Year's Eve Celebration X X San Luis Obispo Vocal Arts Ensemble 2016 California International Choral Festival Senior Volunteer Services 7th Annual Giveaway Raffle X X X X SLO Children's Museum Via Dei Colori SLO X X X X SLO Downtown Association 40th Annual Holiday Parade X SLO Downtown Association 20th Annual Concerts in the Plaza X X SLO Noor Foundation 50 Shades of Color Fashion Revue + MusicFest X United Way of San Luis Obispo County Flavor of SLO 2016 X Wilshire Hospice Dia de los Muertos in Mission Plaza X X X X X Black is current month, gray is past work Returned or forfeited grant 25 Total; 23 served to date or in progress VC- Dropped off materials for display in Visitor Center; brochures, posters, etc. PR- Sent out Press Release SM- Ran event through Social Media outlets EC- Included in Event Calendar MTG- Meet with Groups in person to offer public relations advice and support ST- Sell Tickets for events through the Visitor Center PC- In place of in person meeting, had phone call with group to discuss details. Report to City of SLO – PCC Visitor Services Contract February 2016 Visitor Interaction February 2015 January 2016 February 2016 Walk-ins 5,308 4,502 5,569 Farmers’ Market n/a n/a n/a Phone calls 446 425 393 Emails 134 284 300 Visitor Center Highlights  Promoted Imagine Downtown SLO Workshops in Mission Plaza  Represented San Luis Obispo at the LA Travel & Adventure Show  Distributed $100 Gift Cards for “Money for a Rainy Day” promotion  Used Helium Hotel Booking service on Visitor Center iPad kiosk  Enjoyed helping every single visitor that came through our doors Demographic Snapshot International travelers 181 Asia 14% Africa 0% Europe 20% Australia/New Zeeland 10% United Kingdom 18% Canada 22% South America 16% Domestic travelers (outside of CA.) 261 West Coast 27% East Coast 20% South West 16% Mid-West 30% South 7% California travelers 1,193 Northern CA 24% Southern CA 23% Central Coast 49% Central Valley 3% Desert 1% Calendar of Events February 2016 March 2016 Events in calendar 137 195 SLO HAPPENINGS MONTHLY REPORT REPORT PERIOD: February 1 – 29, 2016 PROGRAM SERVICES & RESULTS SUMMARY Services Delivered: Promotional Social, Content and Promotional Strategies, Marketing and Design, Application Marketing Strategies, Tactical Planning and Execution, App and Splash Page Design, PPC Advertising And Video Production. APP AND CLICKS PERFORMANCE – [MO / MO (+/-)] Number of App Sessions: 2,718 (+214) Number of Active Users: 1,477 (-83) Number of App Downloads: / New Users: 773 (-36) Number of Page Views within the App: 17,174 (+942) Splash Page Link Clicks (bit.ly/SLOHappenings): 9,205 (+8,903) Add Event Page Link Clicks (bit.ly/AddYourSLOEvent): 68 (+38) ADVERTISING MEDIA OUTLET: Facebook Ads People Reached Impressions Actions taken CTR Spend Engagement / Awareness / Clicks to Wwebsite 50,840 131,447 2,073 1.08% $318.83 SOCIAL CHANNELS In February, we focused on driving traffic to the website for download and on the new features showing the ease of use and look of the new update. For advertising, the focus remains on local geo-targeted ads and mobile users, with spectacular results occurring from those efforts. We curated upcoming events, promotions and local information on all channels, optimized the campaigns and provided quick response engagement, incrementally growing all channels. With the new app’s official launch promotion in February (including a new video), we saw exceptional results overall when we apply the promotional strategies and targeted execution . Clicks to the splash page link in February were 10X the previous month! FACEBOOK January 2016 February 2016 +/- Likes 20,851 21,571 +720 Emails / Entries - - TWITTER January 2016 February 2016 +/- Tweets 757 780 +33 Following 2,225 2,042 -183 Followers 1,600 1,664 +2 INSTAGRAM January 2016 February 2016 +/- Posts 84 92 +8 Followers 789 935 +146 Following 520 628 +108 3765 S. Higuera St. Suite 120 San Luis Obispo, CA 93401 SLO Happenings February Report February Events: 139 Submissions: 26 From Chamber: 113 TOT Comparision 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/- July 565,637$ 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$ 382,048$ **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$ 66.8 $116.20 $77.57 March 289,506$ 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 70.3 121.44$ 85.32$ April 391,891$ 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 78 133.83$ 104.34$ May 393,431$ 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 70.4 137.58$ 101.05$ June 456,098$ 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 82 149.08$ 122.30$ Total/Average 4,720,046$ 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 4,184,359$ 8.1%72.98 72.26 128.95$ 135.99$ 95.46$ 99.96$ ** Doesn't reflect all TOT #'s Occupancy ADR RevPAR Figures from Smith Travel Research report Minutes Tourism Business Improvement District Board Wednesday, February 10, 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, February 10, 2016 at 10:00 a.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Patel. ROLL CALL Present: Board Members Matthew Wilkins (arrived at 10:05), LeBren Young-Harris (arrived at 10:12), Dean Hutton, Vice-Chair Clint Pearce, and Chair Nipool Patel Absent: Board Members Kimberley Walker Staff Present: Tourism Manager Molly Cano, Tourism Intern Emma Maltbaek, and Recording Secretary Kevin Christian PUBLIC COMMENT ON NON-AGENDA ITEMS There was no public comment. CONSENT AGENDA ITEMS C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, JANUARY 13, 2016 MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER WILKINS, CARRIED 5-0, to approve the Minutes of the Tourism Business Improvement District Board meeting on January 13, 2015. 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 February 10, 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 TOT Report. PRESENTATION ITEMS 1. MARKETING AGENCY MONTHLY UPDATE Representatives from BCA + StudioGood presented an activity report for their marketing activities over the previous month for the SLO TBID. They noted that in a survey they conducted while attending a trade show in San Diego that the top three reasons given by respondents for visiting San Luis Obispo were, relaxing getaway, food/wine/beer discovery, and outdoor adventure. Further data from the survey revealed that “beautiful”, “relaxed” and “happy” were the top three words used to describe San Luis Obispo. The “Money for a Rainy Day” promotion was reviewed and reported as initially successful. A report of the various media buys was given and highlighted that the Tourism Video is performing well. Site and social media metrics were noted as “really good” and SEO (Search Engine Optimization) data show a 77% increase in organic site visits helping to rank sanluisobispovactions.com “above the fold” (first page of google listing) in google searches for “Things to do in San Luis Obispo”. A “mix and mingle” event was held with Cal Poly Athletics as part of a partnership program. Current event promotions are being worked on with Eroica (Bicycle Ride) and the San Luis Obispo International Film Festival. 2. PUBLIC RELATIONS MONTHLY UPDATE Molly Kern from the SLO Chamber of Commerce presented their first monthly update on public relations activities (previously they presented updates on a quarterly basis). They highlighted media coverage on San Luis Obispo in LA Parent Magazine for visiting SLO and the San Francisco Chronicle for both hotels and the craft brew scene. It was noted that the SLO Visitor Center is serving as the distribution point for the Money for a Rainy Day promotion. Ms. Kern reported that the Chamber is pursuing a promotion focus on the “Maker” scene and a refocus on outdoors as we have green hills again with little rain. Draft – Tourism Business Improvement District Board Minutes of February 10, 2016 Page 3 City of San Luis Obispo, Title, Subtitle BUSINESS ITEMS 1. CAL POLY NEW STUDENT & TRANSITIONS PROGRAMS SPONSORSHIP REQUEST Nate Alcorn and Christina Tutt, representatives from Cal Poly, presented a sponsorship request for the “New Student & Transitions Programs” for the Board’s consideration. They reviewed the dates of programs as presented in the agenda packet, noting that approximately 8,000 people attend from outside the community for the “Open House” in spring, 5,500 for “Student Life Orientation Days” during summer, and 20,000 for “Week of Welcome” in the fall. The Board discussed the desire for the sponsorship to be exclusive to the City of San Luis Obispo lodging partners and reviewed funding options and amounts available in their budget. By consensus the committee agreed that funding should be through Strategic Partnership and from the remaining fund balance line of the budget. MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER PEARCE, CARRIED 5-0, to fund the New Student & Transitions Program in the amount of $20,000 as an exclusive sponsorship for all the program components. 2. 2016-17 BUDGET PROCESS Staff presented the proposed budget timeline (below): March 3/1- Management Committee – Contractor Discussion & Brainstorm 3/7 – Marketing Committee – Contractor Discussion & Brainstorm 3/9 – TBID Board Meeting – Review Preliminary Budget April 4/13 – TBID Board Meeting Contractor and Strategic Partner Pitch Presentations & Board Discussion 4/26 – Management Committee –Establish Initial Budget Allocation Recommendations May 5/11 – TBID Board Meeting – Management Committee Recommendation of Budget Allocations & Board Approval 2016-17 Budget for submission to City Council June 6/7 – City Council Meeting 6/8- TBID Board Meeting – Board Approval 2016-17 Budget for submission to City Council (if needed based on Council Input on 6/7); Review and Approval of Contractor & Strategic Partner Work Scopes July 7/5/16 – Council Meeting- Council approval of 2016-17 TBID Program & Budget The timeline was approved as presented by Board consensus. Draft – Tourism Business Improvement District Board Minutes of February 10, 2016 Page 4 City of San Luis Obispo, Title, Subtitle TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE Board member Hutton brought up a hotelier expressed concern about a recent hotel theft and noted that the communication by PD to the hotels worked well. 2. MANAGEMENT COMMITTEE UPDATE Tourism Manager Cano reported that the committee agreed to participate in a research project opportunity presented by Visit SLO County that will help identify the demographic and sociographic profile of both current and potential visitors, specific to the City of San Luis Obispo. Funding from the marketing budget will be used for this project. Reports are expected in April. The committee also discussed developing a support position which would assist with the City’s Tourism program. 3. MARKETING COMMITTEE Tourism Manager Cano reported that the SLO Jazz festival presented their marketing plan which included the committee’s recommendation for a 40% advertisement buy outside of the area. Additionally the committee received updates on the “Money for a Rainy Day” promotion and the San Diego “Bacon and Barrel” project. The next meeting is scheduled for March 7, 2016. 4. PCC UPDATE Vice Chair Pearce reviewed that the PCC received presentations on the City’s Open Space Update plan, SLO Chamber of Commerce quarterly update, and reviewed the GIA (Grants in Aid) application. 5. VISIT SLO COUNTY UPDATE Tourism Manager Cano reported that SAVOR the Central Coast has been “put on hold” for next year but there may be opportunities to participate in some “on-the-road” events instead. The marketing committee is developing a preliminary list of events for possible attendance which will be presented at the April marketing committee meeting. Outside of California locations are being considered, with Las Vegas, Phoenix, and Seattle specifically mentioned. It was noted that the board voted 11 – 3 to use “booking.com” as the hotel booking service. A RFP (Request For Proposal) has been released to begin the search for a new marketing agency; the Corragio Group is being used to develop a three- year strategic plan; event sponsorship funding was granted to Festival Mozaic and the International Chardonnay Symposium, both at lower than requested amounts; and a Co- Op marketing opportunity with America Airlines was reviewed. Draft – Tourism Business Improvement District Board Minutes of February 10, 2016 Page 5 City of San Luis Obispo, Title, Subtitle 6. TOURISM PROGRAM UPDATE Tourism Manager Cano reported that TBID members Nipool Patel and Matthew Wilkins have reapplied and that two additional applications have been received for the one open seat on the TBID Board; noted that the 2014-15 tourism campaign has been nominated for a “Poppy” award by Visit California, and the video is being used for recruitment purposes by the City’s Human Resources Department; reviewed the upcoming travel show schedule; reminded the committee that the upcoming CCTC (Central Coast Tourism Council) dinner will be held March 15th at Luna Red; suggested that the board might be interested in Pierre Rademaker’s presentation on the downtown transformation over the years in conjunction with the update of the City’s Downtown Concept Plan; and reminded the board to save the date for the upcoming Advisory Body Reception dinner on March 22. ADJOURNMENT MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER PEARCE, CARRIED 5-0, to adjourn at 11:16 a.m. to the next Regular meeting, to be held on Wednesday, March 9th, 2016. Respectfully submitted, Kevin Christian Recording Secretary