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Home My WebLink AboutLRC2 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