HomeMy WebLinkAbout05-11-16 - PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, May 11, 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 Stephanie Roberson
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 April 13, 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 on the public relations activities during the
previous month.
BUSINESS ITEMS
1. 2016-17 BUDGET ALLOCATIONS 30 mins
The committee will establish the final recommended budget allocations for the 2016-17 Community
Promotions budget.
2. 2016-17 PARTNERSHIP AGREEMENT RECOMMENDATIONS 20 mins
The committee will consider the contract requests for 2016-17 including:
• SLO Chamber of Commerce
• FreshBuzz
• GFL Systems
3. GRANTS-IN-AID – PRELIMINARY RECOMMENDATION 15 mins
The Grants-in-Aid Subcommittee will present the preliminary recommendations. Based on those findings,
the committee will form its recommendation to the Council. This recommendation will be presented to the
applicants in a special meeting of the PCC on May 18, 2016 at 5:30 pm.
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 April 13, 2016
3. TOURISM PROGRAM UPDATE
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
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
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 5/4/2016
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 95,000$ 94,400$ 600$ GIA Recipients
Grants-in-Aid Support Contract 28,000$ 20,997$ 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$ 11,945$ 55$ Various: FreshBuzz,
Visitors Center 103,000$ 77,247$ Chamber of Commerce
PR Contract 32,000$ 24,037$ Chamber of Commerce
Downtown Maps 8,500$ Chamber of Commerce
Support Cost 5,000$ 1,676$ City Administration
Administration 28,229$ 28,229$ City Administration
Total 396,029$ 170$
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
Grants- in-Aid Marketing Support April 2016 Report
Organization Event VC PR SM EC MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X 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 X 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 X X X
San Luis Obispo Little Theatre 2014-15 Season X 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 X
SLO Noor Foundation
50 Shades of Color Fashion Revue
+ MusicFest X
United Way of San Luis Obispo County Flavor of SLO 2016 X X X X X X 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
April 2016
S:\Visitor Services\PCC Visitor Center Report\PCC VISITOR CENTER CONTRACT REPORTS\2016 PCC
Report\April2016VisitorCenterjm.doc
Visitor Interaction
April
2015
March
2016
April
2016
Walk-ins 6,950 4,886 5,560
Farmers’ Market n/a n/a n/a
Phone calls 521 459 280
Emails 162 201 269
Visitor Center Highlights
On campus booth for Cal Poly Open House
Promoted “Flavor of SLO” at the Historic Jack House
Distributed Edible San Luis Obispo Magazine
Used Helium Hotel Booking service on Visitor Center iPad kiosk
Enjoyed helping every single visitor that came through our doors
Demographic Snapshot
International travelers 196
Asia 3%
Africa 1%
Europe 39%
Australia/New Zeeland 12%
United Kingdom 17%
Canada 15%
South America 13%
Domestic travelers
(outside of CA.)
256
West Coast 28%
East Coast 33%
South West 15%
Mid-West 17%
South 7%
California travelers 755
Northern CA 18%
Southern CA 20%
Central Coast 54%
Central Valley 6%
Desert 2%
Calendar of Events
April
2016
May
2016
Events in calendar 210 131
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: April 1 – 30, 2016
PROGRAM SERVICES & RESULTS SUMMARY
Services Delivered: Promotional Digital, Social, Content and Application Marketing
Strategies, Creative Design, Tactical Planning and Execution, App and Page Design,
Advertising and Video Production.
APP AND CLICKS PERFORMANCE – [ MO / MO (+/-) ]
Number of App Sessions: 4,118 (+723)
Number of Active Users: 2,064 (+386)
Number of App Downloads: / New Users: 998 (+157)
Number of App Page Views: 22,655 (+2,047)
Number of Submission Sessions: 290 (+38)
Number of Submission Users: 147 (+52)
Number of Curated Events Entered: 88 (+21)
Number of Splash Page Link Clicks: 13,604 (+1,475)
Number of Add Event Page Link Clicks: 128 (+15)
ADVERTISING
MEDIA OUTLET: Facebook/Instagram Ads People Reached Impressions Actions Taken CTR Budget
Engagement / Awareness / Clicks to Website 82,891 288,474 25,758 1.08% $762.22
SOCIAL CHANNELS
We are seeing the continuity of excellent results overall with our integrated strategies and execution. The
budget increase and targeted promotional tactical expansion that was implemented last month is
continuing to net exceptional results across all data points. With our digital marketing, targeted
advertising and expanded event to app curation, the stats grew with 15% new users, 23% active users
and a whopping app sessions increase of 21% over last month. We continue to post upcoming events,
promotions and local information, optimize the campaigns and provided quick response engagement ;
incrementally growing all channels. In addition, we continue to receive excellent great feedback from app
users that they actively use the app and the data points certainly back this up.
FACEBOOK March 2016 April 2016 +/-
Likes 21,788 22,036 +248
TWITTER March 2016 April 2016 +/-
Tweets 801 837 +36
Following 2,011 2,268 +257
Followers 1,732 1,803 +71
INSTAGRAM March 2016 April 2016 +/-
Posts 92 102 +10
Followers 1,128 1,388 +110
Following 629 659 +30
EMAILS March 2016 April 2016 +/-
EMAILS 212 No promotion 212
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings April Report
Events
Events : 242
Submissions : 21
From C hamber : 221
User Location
SLO County: 68%
San Francisco: 17%
Los Angeles: 15.5%
Other: 9.5%
Most Popular Events:
Race SLO Presents Family Fitness Day 430
SLO Little Theater Spring Theater Classes 0222 429
Paws to Read at the Library 430
Walk a Mile in Her Shoes 430
28th Annual Children’s Day in the Plaza 49
Usage:
2016 2015
Users :2,064 1,157 ( 73.54% increase)
Times Opened: 4,118 1,995 (102.07% increase)
Avg. Session Length: 2:22 N/A
TOT Comparision
2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-
July 565,637$ 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
2016-17 PCC Line Item Budget Allocations
Updated: 5/4/16
Budget 2015-16 2016-17 2016-17
Budget 396,029$ 403,609$ 403,609$
Total Budget 396,029$ 403,609$ 403,609$
Expenditure Recommendation Requests
2015-16 2016-17 2016-17 Contractor
GIA 123,000$ 100,000$ 128,000$
Grant Funding 95,000$ 100,000$ 100,000$ Various Recipients
Grants Marketing Support 28,000$ 28,000$ Chamber of Commerce
EVENTS 84,300$ -$ 67,700$
Events Promotion Funding 40,000$ Various Recipients
SLO Happenings Program - Technology 16,000$ 31,900$ GFL Technologies
SLO Happenings Program- Marketing 28,300$ 35,800$ Fresh Buzz Media
CONTRACT SERVICES 155,500$ 103,000$ 145,500$
General Contract Services 12,000$ Various Contractors
Visitors Center 103,000$ 103,000$ 103,000$ Chamber of Commerce
PR Contract 32,000$ 34,000$ Chamber of Commerce
Downtown Maps 8,500$ 8,500$ Chamber of Commerce
ADMINISTRATION 33,229$ 36,609$ 36,609$
Support Cost 5,000$ 5,000$ 5,000$ Staff / Support
Administration (.25 FTE)28,229$ 31,609$ 31,609$ Staff / Support
Total 396,029$ 239,609$ 310,109$
Remaining Budget 164,000$ 93,500$
Proposals 2016-17
Proposal to City of San Luis Obispo
Promotional Coordinating Committee
April 2016
Visitor and Promotional Services
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Promotional Coordinating Committee in order to enhance and enrich
the resident and visitor experience in San Luis Obispo, create a central hub of community and
visitor information, and promote the region to potential visitors.
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’s Promotional Coordinating Committee to create new programs and utilize existing
Chamber assets to improve the quality of life and economic vitality of the community we live in;
we continue to seek new opportunities to deepen our partnership and further the
understanding of San Luis Obispo as an exceptional place to live and visit.
1
Proposals 2016-17
Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
Proposals 5
Summary 12
2
Proposals 2016-17
Qualifications
• 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 with a track record of success. The key team members who will lead the work for the
Promotional Coordinating Committee 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 the “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
Visitor Center
The San Luis Obispo Chamber of Commerce Visitor Center is a professionally staffed visitor
center open every day of the week, serving community members and tourists that are walking
in, calling and emailing with questions.
Additionally, we take the visitor center information and professional service on the road to two
of the most influential Cal Poly events, Parents Weekend and Open House. Being on campus
during these events allows us to reach a group of people that will likely be returning again and
again to San Luis Obispo.
In 2015-16, the Chamber implemented a pilot program that expanded the Visitor Center
presence to the Thursday night Farmers’ Market. During that five week trial, we reached over
2,000 individuals that we would have otherwise missed.
In 2016-17, we propose shifting resources to staff a visitor information booth at Farmers’
Market during peak traffic times. This would include closing the Visitor Center at 6 p.m. on
select Thursdays to concentrate staff resources where visitors are most likely to be –enjoying
Farmers’ Market.
Presence at Farmers’ Market from 6-9 p.m. on high traffic Thursdays would extend operational
hours and reach additional visitors that are looking for information but may not be accustomed
to seeking out a visitor center.
For those that come to the center between 6-7 p.m. on these Thursdays, signage directing
visitors to the informational booth would be prominently placed at the Visitor Center so that no
one was left unserved.
$103,000 a year for the 2016-17 fiscal year (no change)
5
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.
6
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
• Updated SanLuisObispoVacations.com
7
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.
• 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.
8
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
9
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.
$8,000 for Media Monitoring Services, funded jointly between the PCC and the TBID
10
Proposals 2016-17
GIA Marketing Support
Over the last six years, the Chamber has provided event promotion and public relations support
to the PCC’s grants-in-aid recipients. This contract has been aimed at driving attendance and
support by residents and visitors to events in the city. In the 2016-17 year, we propose a
continuation of this service as it serves the goal of supporting community events that enhance
San Luis Obispo in a way that direct funding can’t. Together, the marketing support and funding
provided by the PCC help the events succeed.
Elements of the contract include:
• Writing press releases and distributing to local, regional and national media outlets
• Promoting events through social media channels
• Including events in event calendars to local tourism-related businesses
• Including events in upcoming event releases to local media outlets
• Meeting in-person, or by phone with groups
• Offering to sell tickets through the Visitor Center (at no charge)
• Promoting events through the Visitor Center by display of event materials- brochures,
posters, etc.
• Distribution of the easy-to-use, monthly local events one-pager to local hospitality
partners that is consistent with the “look and feel” of the city’s messaging efforts
$28,000 a year
San Luis Obispo City Maps
The tear-off, tableted city maps are the most utilized visitor resource in our Visitor Center as
well as throughout San Luis Obispo. It is distributed quarterly and on-demand to all San Luis
Obispo city hotels as well as hospitality partners including Amtrak, wineries and local museums.
In 2014-15, the PCC grew the printing to 150,000 maps, a 50 percent increase over past years,
and refreshed the map content. The project will be updated and printed this spring for the 2015-
16 fiscal year. We are proposing another print run of 150,000 to keep up with the current
demand for distribution of approximately 37,500 maps each quarter.
$8,500 for 150,000 maps with minor edits
11
Proposals 2016-17
Summary
Visitor Center Operations $103,000 a year (no change)
Public Relations Services $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
GIA Marketing Support $28,000 a year
San Luis Obispo City Maps $8,500 a year
*if shared 50/50 between the TBID and PCC
12
City of SLO -PCC
SLO HAPPENINGS PROGRAM
Period : July 1, 2016 –June 30, 2017
PROPOSAL for SERVICES
INTRODUCTION (Starts with Gratitude)
Thank you for selecting FreshBuzz to serve the Promotional Coordinating
Committee, the SLO Happenings Promotional Program and The City of San
Luis Obispo for FY 2015/2016.
The following is our strategic proposal for achieving the SLO Happenings
marketing goals and objectives in FY 2016/2017. Our integrated
marketing plan includes a dedicated comprehensive, multi-channel
approach to generate awareness, increase engagement and provide
measurable results --while further defining the SLO Happenings brand as
the one-of-a-kind, de facto app with the most comprehensive listings of all
events in the City of SLO.
Our plan is to deftly leverage the success of the SLO Happenings brand
and the app, utilizing social and mobile marketing, paid advertising, media
and community outreach, to funnel traffic to the SLO Happenings app.
Our prime goal and commitment is to continue to be your committed
Marketing Partner. We look forward to strategizing, developing,
promoting, nurturing and magnifying a focused, integrated and successful
promotional marketing program that will continue to lay the foundation for
growth and success in 2016-2017 and beyond.
It is with our utmost gratitude and enthusiasm that we present our plan for
the coming fiscal year.
2
PROPOSAL SCOPE
SERVICES SUMMARY 2016/2017
For 2016/2017, FreshBuzz will continue to provide best practices in
promotional marketing, advertising, content development account and campaign
management to include:
•Strategic Planning and Tactical Scope Development for FY 2016/2017
•Promotional Marketing –Overall Program Planning and Management
•Content and Curation Strategies -Events, Promotions and Local Information
•Social Promotional Strategies -Design, Development & Management –4x a Year
•Video Strategies –Expanded Content and Channel Opportunities
•Advertising and Promotion -Digital/Social and Traditional Media
•Outreach Strategies –Connect with Promoters and Event Planners
•SLO Happenings App 3.0 Recommendations
•Design and Branding -Promotional Marketing Collateral as Approved
•Data Analytics Strategies -Expanded App and Page Data Analytics Repor ting
•Program Goals for 2016/2017
3
SOCIAL STRATEGIES
EFFECTIVE COMMUNITY ENGAGEMENT
4
SOCIAL CHANNEL DEVELOPMENT & MANAGEMENT
•Provide expert-level management and best practices channel design of approved social
platforms.
•Develop, design and post SLO Happenings-branded creative, overlay and stitch-post
messaging.
•Conduct 5-7 updates weekly (upload links, photos, brand images and videos) on the
social channels.
CONTENT CURATION
•Curate and syndicate relevant social content including posts, links, photos and videos
with hashtags and other social tagging.
•Connect with the SLO community with enticing, interesting and relevant content and
images. Showcase trending topics that fuel engagement.
•Leverage the social communities and influencers of the event promoters to encourage
downloads.
•Connect with local SLO Influencers and Bloggers for additional cross-promotion
opportunities.
•Connect to SLO businesses, partners and influential fans and followers by leveraging
local and regional relationships, cross-posting, sharing and tagging.
•Maintain regular communications with SLO City for assets, updates and reports on
upcoming events.
•Recommend actionable best practices to best leverage and amplify on all social
channels.
CONTENT & CURATION
5
ENGAGEMENT STRATEGIES
•Provide best practices of social content development, management and
monitoring of Facebook, Instagram and Twitter channels –driving
traffic to the app and landing pages.
•Develop and post SLO Happenings-branded creative and messaging.
Conduct relevant updates as required (upload links, photos, brand
images and videos) on the social channels.
•Curate and syndicate relevant social content including posts, links,
photos and videos with hashtags and other social tagging.
•Connect with the SLO community with enticing, interesting and relevant
SLO Happenings GIA event and SLO City content.
•Connect to SLO promoters, event planners, partners and influential
channels, fans, and followers by consistently leveraging local and
regional relationships, cross-posting, and tagging.
•Create and launch surveys via social channels to gather data and
encourage interaction.
•Maintain regular communications with SLO City for assets, promotions,
content updates and reports on upcoming events.
•Working together, we will recommend actionable best practices and
key social media design adjustments to best leverage and amplify all of
your social channels.
SOCIAL PROMOTIONS
PROMOTIONAL CONTESTS
THAT CONNECT & ENGAGE
•Continue to design, develop and launch
GIA-event Facebook and Instagram
contests --up to 4 campaigns per year
•Highly recommend an Instagram Video
Contest for creative user-generated
content!
•New opportunity to add App Survey
questions to the contest entry page to
gather key user data!
6
OUTREACH STRATEGIES
EXPANDING THE EVENT INVENTORY
•Continue our effective outreach to Event
Managers and Promoters via direct
invitation on social channels.
•Develop and launch social ads targeting
event promoters and page admins.
•Curate and submit relevant events from
local online and news calendars for cross-
promotion.
7
ADVERT ISING & PROMOTION
SOCIAL ADVERTISING STRATEGIES
•Digital ads accelerate marketing reach, campaign visibility and
effective engagement --ultimately maximizing the SLO
Happenings app downloads and increasing usage.
•We will continue our integrated hyper-targeted ad campaigns on
social channels to reinforce the promotional marketing efforts and
channel engagement.
•Leverage the overall low cost of digital advertising (Facebook
and Instagram) as well as the plethora of targeting options which
effectively market the app to our target SLO audience.
•We have found the combination of quality content with
advertising support to be the most effective strategy in achieving
stellar results!
8
ANALYTICS STRATEGY
EXPAND THE APP, PAGES and SOCIAL ANALYTICS
REPORTING TO INCLUDE THE FOLLOWING DATA POINTS:
TECHNOLOGY:
•App Sessions
•Active Users
•App Downloads: / New Users
•Page Views within the App
•Submission Page Sessions*
•Submission Page Users*
•SLO City Landing Page Users*
•SLO City Landing Page Sessions*
•Events by Source
DIGITAL / SOCIAL:
•Curated Events Entered*
•Splash Page Shortlink Clickthroughs
•Add Event Page Link Clickthroughs
•Social Channels –Likes, Reach, Impressions
* New 2016/2017 data points
APP 3.0 RECOMMENDATIONS
ADDITIONAL UX FEATURES
An ongoing commitment to excellent user experience is
critical to the successful growth and retention of the SLO
Happenings program and app .
For enhanced UX, we recommended these additional
features:
•Push Notifications that are tied to User Favorites
•Facebook Integration with User’s Event Notifications
•Allow Event Submission to publish in maximum two (2)
categories (i.e. crossover events such as Farmers Market
(Outdoor / Food and Drink)
10
ADDITIONAL OPPORTUNITIES
VIDEO MARKETING STRATEGIES
•Produce a new video created for SLO
Happenings campaign promotion for FY
2016/17
•Leverage Video Marketing for
extraordinary ad and engagement
results
•Consider the option of a SLO
Happenings YouTube Channel
showcasing SLO Happenings GIA events
and other shared SLO City resources
•Increased SEO due to the added
channel
11
ADVERT ISING & PROMOTION
EMAIL PROMOTIONAL STRATEGIES
12
•GOAL:Branding, Name Recognition and Downloads
•FLYER SIZE: 8 1/2”wide x 11" ) page ad
•DURATION: 4 /emails / year campaign
•DISTRIBUTION:4,000 emails + online
•DATA: Leverage a dedicated custom shortlink url
•COST:$175 / month x 4 emails = $700
SLO Chamber E-Flyer Program
ADVERT ISING & PROMOTION
TRADITIONAL ADVERTISING STRATEGIES
New Times SLO –Print and Digital Ad
13
•GOAL:Branding, Name Recognition and Downloads
•AD SIZE: 1/8 (5" wide x 3" ) branding ad
•DURATION: 13x weekly campaign
•DISTRIBUTION: Print and web bundle (37,000 print/5,000 impressions)
•DATA: Leverage a dedicated custom shortlink url
•COST: $231 per week @ 13 weeks = $3,003*
*For Summer quarter
ADVERT ISING & PROMOTION
TRADITIONAL ADVERTISING STRATEGIES
KCBX / NPR Radio Sponsored Ads
14
•GOAL -Branding, Name Recognition and Downloads
•DURATION: 3 month campaign
•DISTRIBUTION:54,200 listeners per week from Salinas to Santa Barbara
•TOTAL SPOTS: 65
•Rotate across Morning/Afternoon Drive Times (Mon-Fri 6-9 am, 4-6:30 pm)
•21 spots per month
•14 bonus spots per month at no charge
•DATA: Leverage a dedicated custom shortlink url
•COST -$468 / month = $1,404 / 3 months
•SAMPLE SCRIPT: “Support for KCBX comes from SLO Happenings, a mobile guide for
events in San Luis Obispo. You can download the free app at custom url dot com”
•Fall program not during pledge drive
BUDGET & ALLOCATION
•Strategy, Planning and Tactical Scope $2,500 Waived
•Agency Account Management / Supervision $8,400 ($700/mo)
•Promotional Marketing, Media Planning & Content Management $15,900 ($1,325/mo)
•Creative and Content Design, Development $5,500 ($458/mo)
(Includes Branded Posts,Advertising,Design/Development of 4 Contests with free cloud hosting (value:$792/year)
•Media Budget –Social -Facebook and Instagram $6,000 ($500 /mo)
TOTAL:$35,800
OPTIONAL SERVICES & ADVERTISING
•Media Budget –Email and Traditional $5,107
SLO Chamber -E Flyers -175.00 x 4 Emails = $700
New Times -$231/week x 13 weeks (Summer) = $3,003
KCBX Radio –Sponsored Ads –$468/month x 3 months = $1,404
•Video Content Strategy and Production $2,500
•YouTube Channel Setup, Content Uploading & Curation $1,500
15
Below is our recommended and optional budget allocation for
planning, account management, advertising services and other
deliverables as outlined above.
16
THANK YOU!
~
Q & A
SLO HAPPENINGS
PROMOTIONAL MARKETING BUDGET COMPARISION
FY 2015-2016 vs FY 2016-2017
Below is our recommended 2016/2017 budget compared with the 2015/2016 budget with and
without the Q4 add-ons approved 03/15/16.
- 2 -
2015/2016 BUDGET AND ALLOCATION
NOTE: First section is original 2015/16 budget and does not include add-ons added in Q-4 2016
DESCRIPTION OF ACTIVITY 2015-16 BUDGET
Marketing Audit, Strategic Marketing Planning & Scope
Including New Channels Development $2,500
Promotional Marketing, Media Planning, Content Creation, Promotions
& Community Management $12,000 ($1,000/mo)
Account Management / Supervision $8,400 ($700/mo)
Creative Design and Development
Includes One (1) Facebook / Web App Microsite Template.
Incudes with free cloud hosting (value: $792/year)
$2,400
Media Budget – Social - Facebook $3,000
Onsite Meetings / Monthly and Quarterly Reporting Inclusive
Onsite Meetings / Reporting Inclusive
TOTAL 2015/2016 BUDGET $ 28,300
2016 Q-4 PROMOTIONAL MARKETING ADD’L (FROM 3/15 TO 6/30/16)
DESCRIPTION OF ACTIVITY Q4 - 2015-16
BUDGET
Media Budget – Social - Facebook and Instagram Budget $2,250
Media Planning and Setup ($300 x 3.5 Months): $1,050
City of SLO Events Curation ($200 x 3.5 Months) $700
TOTAL 2016 Q4 ADDITIONAL BUDGET $ 4,000
ALL 2015/2016 TOTAL $ 32,300
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2016/2017 BUDGET AND ALLOCATION
The difference between FY 2015/2016 and FY 2016/2017 budgets are:
1. 2016/17 MEDIA BUDGET - Increased the Ad budget by $200 a month (from $300 to $500).
2. 2016/17 PROMOTIONAL EXECUTION: Added direct to App Event Curation - 80-100 Events a month (with
no extra SLO Chamber work required)
3. 2016/17 CREATIVE EXECUTION: Increased the Creative Design Deliverables to include four (4)
Promotional contest, branded posts and ads as needed.
DESCRIPTION OF ACTIVITY 2016-17 BUDGET
Strategic Marketing Planning & Scope 2016/2017 $2,500 FEE WAIVED
Promotional Marketing, Media Planning, Content Creation, Event
Curation, Promotions & Community Management ($1,325/mo) $15,900
Account Management / Supervision ($700/mo) $8,400
Creative Design and Development ($458/mo)
(Includes Branded Posts, Advertising, Design/Development of 4 GIA
Facebook and Instagram Promotional Contests. Includes free cloud
hosting (value: $792/year)
$5,500
Media Budget – Social - Facebook and Instagram ($500/mo) $6,000
Onsite Meetings / Monthly and Quarterly Reporting Inclusive
TOTAL 2016/17 PROPOSED BUDGET $ 35,800
GFL Systems, Inc. 3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
IT Solutions for Every Business
April 13, 2016
Promotional Coordinating Committee
City of San Luis Obispo
990 Palm Street
San Luis Obispo, CA 93401
SLO Happenings Mobile App Development Update and Future Budget Estimates
Proposed Development Budget for 2016-2017
GFL Systems has been working with the PCC since late 2013 to develop and maintain the SLO Happenings App.
2015 was a big year for the SLO Happenings App. GFL was paid $30,800 in 2015 for the following:
2015 Accomplishments:
●Research new ways to gather event data
●Create web-based event entry system
●Pull event data from SLO Chamber
●Setup event data feed for ShareSLO
●Update App to pull from new data sources
●App Redesign
●Category Realignment
●Added Mapping feature
●Added Search
●Added Favorite Events
●Added App Reviews
●App Support and Maintenance
Event Tagging and Filtering $X4,000
○Tags can be added to events in the backend e.g.
■21+, Volunteer, Live Music, Education/Workshops, Wellness, Performing Arts, Free, Student
Discount, etc.
○Ability to filter by multiple tags and categories by pressing button next to search bar
■We will be able to track the most popular tags
○Ability to Filter by date
○Ability Hide recurring events
Updated Layout
$X3,000
○Display “SLO Happenings This Week” category events directly under category buttons
■This is the most popular page. We will simply give people what they want to see as soon as they
open the app
○Place menu bar on the top left
○Place search bar in the middle top
■Filter button will be in the right side of the search bar
○Map button on the top right
○Put events in numbered list
■Limited to 20 per page
Page | 1
GFL Systems, Inc. 3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
IT Solutions for Every Business
■This will allow easier switching to the map view. The number on the pin will correspond to the
numbers in the listing
Facebook Integration $X7,000
Direct Benefits for user and event organizer
○Improved app and social media experience for user
○Improved visibility of events
SLO Happenings benefits are mostly indirect
○SLO Happenings branding may show in user’s Facebook activity
○App user retention and increased use
Event producers and content managers will add URL to Facebook Event on event submission page
○https://www.facebook.com/events/251820635163266/
○Possibility to strip data directly from Facebook after user enters Facebook event URL.
○GFL and Chamber are discussing how Chamber might manage this
User Stories and High-Level Development Tasks
○Users can connect their Facebook accounts to app
■Facebook Connect button in app
●Prompted on first run of app
○Connect now, later, or “No Thanks”
●List benefits of connecting
●Always accessible from slide out menu
○User can disconnect Facebook from slide out menu
■Pull Facebook login from local mobile app, web cookies, or user entry
■Displays what permissions SLO Happenings App is requesting
■User confirms
■Return to SLO Happenings App home screen
■Possibility to to pull user demographic information
○User can mark “Interested” in event
○User can send a RVSP to Facebook event page
■Action will appear on Facebook Sidebar, user feed and timeline
○Possibility to highlight events that User has already been invited to on Facebook
○Possibility to highlight events that User has already been RSVP’d to
Push Notifications $X5,000
Setup push notifications to remind users of upcoming events
○Define what conditions are need for push notification to occur
■Notify user that an event they marked as a favorite will start…(today, soon, in 1hr, etc)
■Notify users that have not opened the app in XX days/weeks about new events
■Notify user that new events similar to past favorites have been added
○Clicking on notification will take use to event page in SLO Happenings App
Settings page (accessible via slide-out menu)
○Allow user to connect/disconnect account
○Allow user to enable/disable push notifications
Page | 2
GFL Systems, Inc. 3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
IT Solutions for Every Business
Add to Calendar $X1,500
Add a new button to event detail page to add event to personal calendar.
Compatible with either iOS and Android
Will open default calendar application device to add event as appointment.
Featured Evented / Mini-App $X9,000
With current UI, replace “Ongoing Events” with this “Featured Event”
○Featured Event would be a large events in SLO (SLO Beer Week, SLO Marathon, Film Festival, etc)
○Web-based administration for event organizers to manage content
○Replace “Ongoing Events” with Featured Event
○Develop User Authentication and Permissions for “Featured Event” administration
■Setup user accounts for event managers to manage to login and manage their own event info
○Consult with event producers to further define feature and functions
Definition of a Vanilla Event
○Event
■Name, date, time, location, Info URL, Ticket URL
○Promoted date range
○Home screen icon
○Primary image
○Primary text
○Schedule of events
■Event name, date, time, location, text description, image
○Attendee Information
■3 images
■2 text blocks
○Instagram Feed
■Instagram Feed of images and videos from event based upon hashtag
■Hashtag is defined in administration
○Participating Vendors
■Listing of call vendors participating in event (Wineries, restaurants , breweries, etc.)
■Name, address, URL, image, text
Page | 3
GFL Systems, Inc. 3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
IT Solutions for Every Business
Hosting and Maintenance $ X 2,400
●Hosting and standard Maintenance will continue at $200/mo. This entails the following:
○Hosting of event database and images
○Daily backup
○Security and maintenance updates
○Updates to ensure app performs with newer technology
●Maintain and Support event data feed from SLO Chamber
●Maintain and Support event data feed to SLO Vacations
●Review and monitor event submissions
Totals
Event Tagging and Filtering $ X 4,000
Updated Layout $ X 3,000
Facebook Integration $ X 7,000
Push Notifications $ X 5,000
Add to Calendar $ X 1,500
Featured Evented / Mini-App $ X 9,000
Hosting and Maintenance $ X 2,400
Total $31,900
Thank You,
Mike Holliday
GFL Systems, Inc.
805.801.8452 ‐ Mobile
805.768.4351 ‐ Office
Page | 4
Organization Contact Name Event(s)Event Dates
Special
Meeting
# of Prior Yrs
Granted
2016-17
Request
Committee
Recommendation Comments & Funding Requirements PCC Liaisons
1 Almond Country Quilt Guild Cheryl Zelus Seven Sisters Quilt Show June 24 & June 25, 2017 yes 3 $7,500.00 $ 4,300.00 Funding to be used toward advertising expenses as outlined as the prioritized funding request within the application, specifically local newspaper advertising, niche marketing out of the area, printing of the posters and rack cards, and online marketing.
2 Cal Poly Corporation (for Cal Poly Arts)Denise Leader Stoeber Cal Poly Arts Broadway Series October 30, 2016, December 12 or 13, 2016, January 17, 2017, June 2, 2017 yes 2 $7,500.00 $ 4,000.00 Funding to be used toward the media plan expenses as outlined within the application, specifically the regional TV and radio ads. 3 California Poppy Foundation Mike Gasbarra Holiday Beer Festival December 17, 2016 yes 0 $12,000.00 $ 3,000.00 Funding to be used toward the media plan expenses, specifically radio, Facebooks, and local print like New Times. 4 Canzona Women's Ensemble Erin McCall Canzona Women's Ensemble Concerts (Choral Music)November 6, 2016, March, 2017 (TBD)yes 3 $6,500.00 $ 4,050.00 Funding to be used toward the prioritized funding requests as outlined within the application, excluding the request for mailings. 5 Central Coast Shakespeare Festival Zoe Saba Shakespeare Under the Stars July 14, 2016 - August 6, 2016 yes 2 prior to 2008 $7,610.00 $ 4,710.00 Funding to be used toward the priority 1 print ad requested as outlined within the application.
6 Cuesta College Foundation Penny Porter Friends of the CPAC 6th Annual Gala November 13, 2016 yes 0 $5,000.00 $ 4,500.00 Funding to be used toward the prioritized project complements including adverting and the printing of postcards and posters. Grant funds must not be used for toward the program printing expenses. 7 Ecologistics, Inc.Stacey Hunt Deep Green Convergence October 21-23, 2016 yes 0 $12,000.00 $ 7,155.00 Funding to be used toward the radio ands newspaper advertising expenses as outlined within the application.
8 Festival Mozaic Bettina Swigger Festival Mozaic Live Concert Broadcast in Mission Plaza July 20,2016 yes 0 $8,500.00 $ 4,400.00 Funding to be used only toward the promotional costs for the media plan as outlined within the application. (Main event termed out: funding for special feature/new event addition)
9 Foundation for San Luis Obispo County Public Libraries Susan Poteet Book and Author Series (Formerly Literary Salon)February, April and May 2017 yes 2 $12,000.00 $ 5,800.00 Funding to be used toward the prioritized project component request for funding of the online and social media advertising, print/display ads, and radio. Remaining minimal funding to be used toward the tv ads. 10 History Center of San Luis Obispo County Eva Ulz Friday Night at the Museum July 2016-June 2017 yes 1 $2,975.00 $ 2,975.00 Grant requests is full funded as requested. Funds to be used toward the prioritized project components as outlined within the application. 11 Opera San Luis Obispo Sharon Dobson La boheme: A City-Wide Arts Collaboration October 15-16, 2015 yes 5 $12,000.00 $ 4,000.00 Funding to be used equally toward radio and print advertising. 12 Orchestra Novo Zette Harbour Oz with Orchestra December 31, 2016 yes 0 $11,997.00 $ 5,077.00 Funding to be used toward Central Coast public radio and New Times advertising as presented within the media plan, and the placement of the street banner.
13 Performing Arts Center, San Luis Obispo Andrea Castillo BravoSLO October 1, 2016 yes 0 $5,000.00 $ 3,000.00 Funding to be used toward the prioritized project component requests, specifically $2000 toward print advertising and $1000 toward radio advertising. 14 Saint Andrew Greek Orthodox Church Susan Gerakaris An Evening in Greece October 15, 2016 yes 2 $4,500.00 $ 3,000.00 Funding to be used toward the media plan as presented.
15 San Luis Obispo Classical Academy Cozy Faber An Evening with Garrison Keillor November 16, 2016 yes 0 $12,000.00 $ 5,683.00 Funding to be used toward the prioritized list of project components requested, specifically television media advertising, social media advertising, and print media advertising. 16 San Luis Obispo County Arts Council dba ARTS Obispo Angela Tahti A year-long radio marketing campaign July 2016-June 2017 yes 0 $3,641.40 $ - Funding not recommended. 17 San Luis Obispo County Arts Council dba ARTS Obispo Angela Tahti Children's Day in the Plaza with Passport to the Arts April , 2017 yes 2 $4,500.00 $ 4,500.00 Grant requests is full funded as requested. Funds to be used toward the prioritized project components as outlined within the application. 18 San Luis Obispo Little Theatre Patty Thayer SLO Little Theatre 70th Anniversary Season July 1, 2016 - June 30, 2017 yes 4 $7,000.00 $ 7,000.00 Grant requests is full funded as requested. Funds to be used toward the prioritized project components as outlined within the application. 19 San Luis Obispo Railroad Museum Tom Mitchell Central Coast Railroad Festival October 7, 8, 9 2016 yes 4 $10,000.00 $ 3,750.00 Funding to be used toward media plan, specifically radio ads, Tribune ads, and Trains Magazine are presented within the media plan. 20 San Luis Obispo Soccer Club Hugh Payne SLO Summer Classic 2016 August 5, 6, 7, 2016 yes 4 $5,770.00 $ 2,000.00 Funding to be used toward the media plan. 1st year on the sustainability track for funding.
21 San Luis Obispo Vocal Arts Ensemble Sarah Maggelet Vocal Arts Ensemble 40th Anniversary Year September 2016 - June 2017 yes 4 $7,500.00 $ 6,000.00 Funding to be used toward the media buy requested within the prioritized list on project components. Grant funding excludes the request for graphic design of marketing materials. 22 SLO Downtown Association Jennifer DiSanto 41st Annual Holiday Parade December 2, 2016 yes 1 $5,443.00 $ 2,500.00 Funding to be used toward the prioritized list of project components as requested within the application. 23 SLO Downtown Association Jennifer DiSanto 21st Annual Concerts in the Plaza Fridays, June 10th - September 9th, 2016 yes 1 $10,021.00 $ 2,500.00 Funding to be used toward the prioritized list of project components as requested within the application. 24 SLO Downtown Association Jennifer DiSanto Santa's House Friday, November 25th - Saturday, December 24th 2016 yes 0 $4,486.00 $ 2,500.00 Funding to be used toward the prioritized list of project components as requested within the application. 25 SLO Noor Foundation Consuelo Meux Compassionate Hearts of Noor June 25, 2017 yes 1 $3,600.00 $ 3,600.00 Grant request is full funded as requested. Funds to be used toward the prioritized project components as outlined within the application. 26 United Way of San Luis Obispo County Rachel Cementina Flavor of SLO 2016 April 29, 2017 no 3 $5,437.00 $ - Funding not recommended due to no attendance at the mandatory application meeting.
$ 194,480 $ 100,000
2016-17 GIA Subcommittee Reccomendations
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