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HomeMy WebLinkAbout06-08-2016 Agenda Packet City of San Luis Obispo, Agenda, Promotional Coordinating Committee Wednesday, June 8, 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 May 11, 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 C.9 Minutes of the Special Meeting on May 18, 2016 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 EVENT PROMOTION FUNDING RECOMMENDATIONS 20 mins The Events Subcommittee will present the funding recommendations for the 2016-17 Events Promotion sponsorship program. 2. 2016-17 SLO HAPPENINGS PROMOTIONAL MARKETING PROPOSAL 20 mins The committee will review the 2016-17 SLO Happenings promotional marketing proposal and budget allocation based on the committee’s funding allocation specified during the May 11, 2016 meeting. 3. 2016-17 CONTRACTOR WORK SCOPES & AGREEMENTS TERMS 10 mins The committee will review the 2016-17 contractor work scopes for approval, contingent upon the City Council’s approval of the program budget. 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 May 11, 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, May 11, 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, May 11, 2016 at 5:30 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, Deborah Lewis, Patricia Loosley, Matthew Wilkins, Vice-Chair Jill Lemieux and Chair Stephanie Roberson Absent: Committee Member Palazzo Staff Present: Tourism Manager Molly Cano and Recording Secretary Kevin Christian CONSENT AGENDA ITEMS C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, APRIL 13, 2016 ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER LEVI, CARRIED 6-0, to approve the Minutes of the Promotional Coordinating Committee meeting of April 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. C4. GRANTS-IN-AID (GIA) SUPPORT REPORT By consensus, the Committee directed staff to receive and file the Grants-In-Aid Support Report. City of San Luis Obispo, Title, Subtitle Draft – Promotional Coordinating Committee Minutes of May 11, 2016 Page 2 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. PUBLIC RELATIONS MONTH UPDATE Chamber of Commerce representative, Keri Forsberg, reported that San Luis Obispo placed high on a recent USA Today reader’s poll; a Liquor.com headline promoted Edna Valley over Napa and Sonoma; that Draft Magazine contained a “road trip” piece featuring SLO craft brews; and reviewed eight additional magazines with upcoming features that mention San Luis Obispo. BUSINESS ITEMS 1. 2016-17 BUDGET ALLOCATIONS The Committee discussed Business Item 3 first, then Business Items 1 and 2 together. Vice Chair Lemieux recused herself during discussion of the Chamber of Commerce contract items for the 2016-17. The Committee discussed funding Chamber of Commerce Grants Marketing Support at the same level as 2015-16, the continuation of the Visitor Center contract which is currently mid-cycle in a two-year contract, the importance of the Downtown Maps, and the proposed modification of visitor center hours to accommodate staffing a booth at Farmer’s Market. ACTION: MOTION BY COMMITTEE MEMBER LEWIS, SECOND BY COMMITTEE MEMBER LOOSLEY, CARRIED 5-0, to approve the Chamber of Commerce budget request recommendations and the proposed visitor center staffing hours change, specially: City of San Luis Obispo, Title, Subtitle Draft – Promotional Coordinating Committee Minutes of May 11, 2016 Page 3  Visitor Center Operations $103,000  Public Relations Services $34,000 and jointly funded by the TBID and PCC  GIA Marketing Support $28,000  San Luis Obispo City Maps $8,500 The Committee reviewed the GFL Systems, Inc. and FreshBuzz Media budget request items, and discussed their priorities for the SLO Happenings app with the given budget restraints. The Committee determined that the proposed “Facebook Integration” and “Featured Evented / Mini-App” from the GFL Systems, Inc. proposal will not be pursued at this time, and noted that work on “Push Notifications” should not begin until the Committee further defines their needs. Direction on Committee priorities was given to FreshBuzz Media along with a request for them to return with contract item specifics, given the budget parameters shown in Attachment A. ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER LEWIS, CARRIED 6-0, to approve the overall 2016-17 budget recommendations as shown in attachment A. 2. 2016-17 PARTNERSHIP AGREEMENT RECOMMENDATIONS See above discussion. ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER LOOSLEY, CARRIED 6-0, to approve the 2016-17 Partnership Agreement budget in thhee amount of $15,900 for GFL Technologies. ACTION: MOTION BY COMMITTEE MEMBER LEWIS, SECOND BY VICE CHAIR LEMIEUX, CARRIED 6-0, to approve a 2016-17 Partnership Agreement budget of $30,000 for Freshbuzz Media, with the requirement that they return with details conforming to the given amount. 3. GRANTS-IN-AID – PRELIMINARY RECOMMENDATION This item was addressed prior to Items 1 and 2. The Grants-in-Aid Subcommittee recommended $100,000 for Grant Funding for 2016-17. It was noted that there were two grant applications for the funding cycle that were not recommended for funding, Arts Obispo Radio Campaign and United Way “Flavor of SLO”. The first was determined by the sub-committee to not be in alignment with the mission of the PCC, the second did not attend the mandatory pre-application meeting. The Committee generally discussed the application events and recommended funding allocations. A Special meeting for final acceptance of the recommended allocations is scheduled for May 18, 2016 at 5:30 pm. Public Comment: Bettina Swigger, Executive Director Festival Mozaic, asked what the rubric was for determining the recommended allocations. City of San Luis Obispo, Title, Subtitle Draft – Promotional Coordinating Committee Minutes of May 11, 2016 Page 4 Clarification was provided on the criteria used to determine funding allocations. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA UPDATE No further updates. 2. TBID (TOURISM BUSINESS IMPROVEMENT DISTRICT) BOARD REPORT Committee Member Wilkins reported that the TBID agreed to cover 60% of the PR Contract for the Chamber of Commerce. Tourism Manager Cano reported the TBID supported a matching grant fund for the San Luis Obispo Museum of Art that would designate downtown as a “California Creative Community” and allocated additional funding for the Bacon and Barrels San Diego event. 3. TOURISM PROGRAM UPDATE Tourism Manager Cano reported that the City Council committed needed funding for the America in Bloom program at their May 3rd, 2016 meeting. It was noted that a “champion” (community group or citizen) needs to be found for this program. She further reported that the current Tourism Intern will complete her tenure the week of June 6th and that a new summer intern is being sought; noted the upcoming month events include the SLO Jazz Festival, Roll Out the Barrels, and Bacon and Barrels in San Diego; stated an Events applications meeting will be held on June 1st; and noted that City Council has approved a partnership with Amtrak Surfliner users for complimentary rides on SLO Transit while staying in town. ADJOURNMENT The meeting adjourned at 6:59 p.m. to the next Regular meeting to be held on June 8th, 2016, 5:30 p.m. Respectfully submitted, Kevin Christian, Recording Secretary City of San Luis Obispo, Title, Subtitle Draft – Promotional Coordinating Committee Minutes of May 11, 2016 Page 5 ATTACHMENT A 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 $ 128,000 $ 128,000 Grant Funding $ 95,000 $ 100,000 $ 100,000 Various Recipients Grants Marketing Support $ 28,000 $ 28,000 $ 28,000 Chamber of Commerce EVENTS $ 84,300 $ 85,900 $ 67,700 Events Promotion Funding $ 40,000 $ 40,000 Various Recipients SLO Happenings Program - Technology $ 16,000 $ 15,900 $ 31,900 GFL Technologies SLO Happenings Program- Marketing $ 28,300 $ 30,000 $ 35,800 Fresh Buzz Media CONTRACT SERVICES $ 155,500 $ 153,100 $ 145,500 General Contract Services $ 12,000 $ 7,600 Various Contractors Visitors Center $ 103,000 $ 103,000 $ 103,000 Chamber of Commerce City of San Luis Obispo, Title, Subtitle Draft – Promotional Coordinating Committee Minutes of May 11, 2016 Page 6 ATTACHMENT A PR Contract $ 32,000 $ 34,000 $ 34,000 Chamber of Commerce Downtown Maps $ 8,500 $ 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 $ 403,609 $ 310,109 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 6/2/2016 Expenditure Allocated Expended Available Balance Contractor Grants-in-Aid Funding 95,000$ 94,400$ 600$ GIA Recipients Grants-in-Aid Support Contract 28,000$ 23,330$ Chamber of Commerce Event Promotion Funding 40,000$ 40,485$ (485)$ City Administration SLO Happenings Program - Technology 16,000$ 16,400$ GFL SLO Happenings Program - Promotion 28,300$ 25,006$ FreshBuzz General Contract Services 12,000$ 11,945$ 55$ Various: FreshBuzz, Visitors Center 103,000$ 85,830$ Chamber of Commerce PR Contract 32,000$ 26,708$ Chamber of Commerce Downtown Maps 8,500$ 8,500$ Chamber of Commerce Support Cost 5,000$ 1,934$ City Administration Administration 28,229$ 28,229$ City Administration Total 396,029$ 170$ Report to City of SLO – TBID and PCC Public Relations Contract May 2016 Media/Community Relations 1. Pitched itineraries and photos of San Luis Obispo to Cheryl Crabtree for the upcoming travel site Bindu Media. 2. Hosted Emilia Antonia De Vivo, an Italian travel writer and architect with Artribune, bi- monthly magazine specialized in art, culture and design, and for Gambero Rosso, magazine dedicated to food and wine. 3. Worked with Kristi Marcelle, a Family Vacation Consultant with Ciao Bambino! to plan a trip to SLO in January 2017. 4. Pitched content and photos to Matthew Meltzer with Thrillist to f eature San Luis Obispo as one of the best small towns to visit in the U.S. 5. Worked with the team of TBID sponsored event ‘Bacon and Barrels’ on media dinner and SLO destination booth in San Diego. 6. Pitched the following ideas to Visit California for the ‘most Instagrammed locations/best selfie spots:’ a. Jack House & Gardens b. Sunset Drive-In c. Bubblegum Alley d. Fremont Theatre e. Madonna Inn f. Cerro San Luis 7. Worked with George Garcia on media plan for the launch of the Butler Hotel. 8. Partnered with Visit SLO County to coordinate press trip for Chaney Kwak, a writer on reconnaissance trip with Conde Nast. 9. 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 May 2016 Media Placements 1. The 25 Best Small Us Cities To Spend The Weekend Thrillist article lists SLO’s public art, Farmers’ Market and nightlife as just some of the reasons it is the #18 best small city to spend the weekend. Unique Visitors Per Month: 3,047,773 https://www.thrillist.com/travel/nation/the-25-best-small-us-cities-to-spend-the-weekend- carmel-portland-lake-tahoe/travel 2. 72 Hours in San Luis Obispo County, California Will Mcgough’s article, which was picked up in Gear Patrol and Travel Pulse, highlights what to eat, where to stay and what to do in SLO. Unique Visitors Per Month: 1,255,129 http://gearpatrol.com/2016/05/02/travel-guide-san-luis-obispo-county/ Unique Visitors Per Month: 143,133 http://www.travelpulse.com/news/features/where-cowboys-meet-surfers-best-towns-of- calis-central-coast-on-highway-1.html Report to City of SLO – TBID and PCC Public Relations Contract May 2016 3. Top 25 experiences in California Lonely Planet’s highlights California Missions and the Pacific Surfliner trip to SLO as top experiences in California. Unique Visitors Per Month: 7,051,575 https://www.lonelyplanet.com/usa/travel-tips-and-articles/top-25-experiences-in-california 4. Weekend Getaway: Travel Light & Right Los Angeles based lifestyle and fashion blogger Linh Winn talks about what she packs for a vacation to her favorite destinations, including San Luis Obispo. Unique Visitors Per Month: 11,271 http://www.linhwinn.com/2016/05/weedkend-getaway-travel-light-right.html Report to City of SLO – TBID and PCC Public Relations Contract May 2016 5. 'Wit' at SLO Little Theatre tackles cancer, life, and death New Times article highlights GIA recipient SLO Little Theatre. Unique Visitors Per Month: 50,202 http://www.newtimesslo.com/art/13774/wit-at-slo-little-theatre-tackles-cancer-life-and- death/ 6. Gearing up for a season of rocks in high and low places Adventure Sports Journal’s ‘Mountain Monday’ article talks about being inspired to hike and be active in summer while outdoors in San Luis Obispo. Circulation/Audience: 35,000 http://adventuresportsjournal.com/mountain-monday-pining-for-summertime/ Report to City of SLO – TBID and PCC Public Relations Contract May 2016 7. The Girl’s Guide to a California Coast Road Trip The Blonde Abroad highlights SLO as a stop on the perfect road trip in California. Instagram: 128,000 Facebook: 25,242 Twitter: 14,400 http://theblondeabroad.com/2016/05/10/girls-guide-california-coast-road-trip/ 8. San Luis Obispo: Hike, Eat, & Drink Paso Robles blogger Hoot n’ Annie write about their ‘Staycation’ to San Luis Obispo. Unique Visitors Per Month: 36,420 http://www.threeadventure.com/hootnannie/2016/05/17/san-luis-obispo-hike-eat-drink/ Report to City of SLO – TBID and PCC Public Relations Contract May 2016 9. 26th Annual Rollout: Have a Barrel of Fun Lompoc Record and Santa Maria Times highlight TBID supported event Roll Out the Barrels. Unique Visitors Per Month: 35,180 http://lompocrecord.com/lifestyles/columnist/th-annual-rollout-have-a-barrel-of- fun/article_5a2d76dc-2a82-56fb-adc2-807cff6a0650.html Unique Visitors Per Month: 49,646 http://santamariatimes.com/lifestyles/columnist/from_the_vine/th-annual-rollout-have-a- barrel-of-fun/article_18f8874c-ecc3-593b-b2c3-32c57ef4eea9.html Grants- in-Aid Marketing Support May 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 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 X X 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 May 2016 S:\Visitor Services\PCC Visitor Center Report\PCC VISITOR CENTER CONTRACT REPORTS\2016 PCC Report\May2016VisitorCenter.doc Visitor Interaction May 2015 April 2016 May 2016 Walk-ins 4,890 5,560 5,036 Farmers’ Market n/a n/a n/a Phone calls 468 280 356 Emails 180 269 224 Visitor Center Highlights  Distributed event materials for Greek Fest, Vocal Ensemble, SLO Little Theater and Quilt Guild.  Sold tickets for SLO Jazz Festival.  Used Helium Hotel Booking service on Visitor Center iPad kiosk  Enjoyed helping every single visitor that came through our doors Demographic Snapshot International travelers 229 Asia 2% Africa 1% Europe 42% Australia/New Zeeland 13% United Kingdom 17% Canada 13% South America 12% Domestic travelers (outside of CA.) 238 West Coast 27% East Coast 35% South West 15% Mid-West 17% South 6% California travelers 706 Northern CA 19% Southern CA 20% Central Coast 52% Central Valley 7% Desert 2% Calendar of Events May 2016 June 2016 Events in calendar 241 146 SLO HAPPENINGS MARKETING - MONTHLY REPORT REPORT PERIOD: May 1 – 31, 2016 PROGRAM SERVICES & RESULTS SUMMARY Services Delivered: Promotional Mobile App Digital, Social, Content Marketing Strategies, Media Advertsiing Planning and Execution, Content Planning and Execution, Creative Design, App and Page Design, and Video Production. Results Summary: We are seeing robust results overall with our integrated strategies and execution. User numbers remain high and they continue to both use and share the app, resulting in steady results across all data points. The slight decrease in the May results are to be expected as it is traditionally a slow month with Cal Poly finals and the last weeks of school in session. Please note that the ad budget was not fully spent in May, and therefore the balance will be applied to June final ad budget. APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ] Number of App Sessions: 3,941 (-177) Number of Active Users: 1,940 (-124) Number of App Downloads: / New Users: 699 (-299 Number of App Page Views: 20,584 (-2,071) Number of Submission Sessions: 300 290 (+10) Number of Submission Users: 177 147 (+30) Number of Splash Page Link Clicks: 14,279 (+675) Number of Add Event Page Link Clicks: 140 (+12) Number of Curated Events Entered: 92 (+3) MEDIA / ADVERTISING OUTLET: Facebook/Instagram Ads People Reached Impressions Actions Taken CTR Budget Engagement / Awareness / Clicks to Website 65,519 203,760 18,885 .37% $575.38 SOCIAL CHANNELS We post upcoming events, promotions and local information, provide branded designs, timeline and app-based contests, connect and engage with the community users and event planners, optimize the ad campaigns and deliver provide quick response monitoring-- incrementally growing all channels. FACEBOOK April 2016 May 2016 +/- Likes 22,036 22,129 +93 TWITTER April 2016 May 2016 +/- Tweets 837 873 +35 Following 2,268 2,473 +205 Followers 1,803 1,910 +107 INSTAGRAM April 2016 May 2016 +/- Posts 102 115 +13 Followers 1,388 1,578 +190 Following 659 679 +20 EMAILS April 2016 May 2016 +/- EMAILS 212 No promotion 212 3765 S. Higuera St. Suite 120   San Luis Obispo, CA 93401      SLO Happenings May Report    Events  Events :                  235  Submissions :         36  From C hamber :     199    User Location  SLO County:      57%   San Francisco:      17%  Los Angeles:         14%  Other:                    12%    Most Popular Events:  Oreos & Percocet Presented by SLO Little Theatre ­ 4­08 ­ 06­16  Bewilder ­ Be Wilder: The Art of Jenny Kendler ­ 5­07 ­ 5­30  New Spring Menu at Foremost ­ 5­07 ­ 5­31  The Red Line ­ An Exhibit by Artist Doron Gazit ­ 5­07 ­ 5­31  Wild Child Bubble Show at the Library 6­22    Usage:  2016 2015  Users :1,955 1,508      ( 29.64%   increase)  Times Opened: 3,973 2,469          (60.92%   increase)  Avg. Session Length: 2:19                  N/A      TOT Comparision 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/-2014-15 2015-16 Change +/- July 565,637$ 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$ 600,664$ -1.7%78.1 72.6 -7.1 134.95$ 145.81$ 8.1 105.36$ 105.81$ 0.4 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$ 5,796,333$ 5.5%73.04 71.69 129.51$ 135.88$ 95.93$ 98.64$ 6,843,873$ 5.0% ** Doesn't reflect all TOT #'s Occupancy ADR RevPAR Figures from Smith Travel Research report Promotional Coordinating Committee Special Meeting Minutes Wednesday, May 18, 2016 5:30 pm City Hall - Council Hearing Room CALL TO ORDER: Chair Stephanie Roberson PRESENT: LeMieux, Roberson, Loosley, Wilkins, Lewis STAFF PRESENT: Molly Cano, Tourism Manager PUBLIC HEARING 1. GRANTS-IN-AID 2016-17 The public hearing was scheduled to allow the Grants-in-Aids applicants to address the committee regarding the preliminary recommendation as discussed during the May 11, 2011 regular committee meeting. Many recipients provided words of thanks for the grant awards. ACTION: Moved by Lewis/Loosley to recommend to the City Council the 2016-17 GIA award allocation for BravoSLO in the amount of $3000. Motion carried 4:0:1 Abstention by Roberson ACTION: Moved by LeMieux/Lewis to recommend to the City Council the 2016-17 GIA award allocations as approved during the May 18, 2016 PCC Special Meeting. Motion carried 5:0 Meeting adjourned at 6:02 pm © FreshBuzz www.freshbuzzmedia.com connect@freshbuzzmedia.com - 1 - SLO HAPPENINGS PROMOTIONAL MARKETING BUDGET & ALLOCATION FY 2016-2017 Revised – 05.23.2016 © FreshBuzz www.freshbuzzmedia.com connect@freshbuzzmedia.com - 2 - DESCRIPTION OF ACTIVITY 2016-17 BUDGET STRATEGIC MARKETING PLANNING & TACTICAL SCOPE Deliverable:  2016/2017 Promotional Marketing Plan $2,500 FEE WAIVED MARKETING SERVICES ($1,200/MO) Services include: Promotional Marketing, Media Planning, Social Content Creation, Ad Content Creation, Installation and Optimization, Event On-App Curation, Social Surveys (2 per year), Event Planners Outreach and Engagement, Promotions and Community Channel Engagement, Management and Monitoring Deliverables Per Month (18 – 22 Hours)  20 - 28 Social Posts - Conduct updates weekly (upload links, photos, brand images and videos) on the social channels.  10 - 12 Facebook Ads including ongoing optimization  4 - 6 Instagram Ads including ongoing optimization  80 – 100 Events Curated / New Events Added to App  Daily Community Outreach, Management, Monitoring / Customer Service, Follower Growth and Surveys $14,400 ACCOUNT MANAGEMENT / SUPERVISION ($700/MO) Account Services includes: Dedicated Account Manager, Phone Conference and Onsite Planning Meetings, Contest Prize Communications and Outreach, Email Communications Logistics and Delivery, Data Analysis, Reports Preparation, Monthly and Quarterly Reporting and Presentation Deliverables Per Month (8 - 10 Hours)  Client Communications and Meetings  Client Reports and Presentation  Internal Meetings for Analysis, Management and Strategies $8,400 © FreshBuzz www.freshbuzzmedia.com connect@freshbuzzmedia.com - 3 - CREATIVE DESIGN AND DEVELOPMENT ($300/mo) Design Services includes: Branded (Holidays) Posts, Branded Advertising, Timeline Covers, Application Microsite Design/Development and Launch of One (1) Facebook Promotional Contest and 3 Facebook Timeline Contests. Deliverables Per Month (4 - 5 Hours)  Custom Branded Post Designs, Timeline designs  Social (Facebook) Microsite Contest Design  Facebook Timeline (Newsfeed) Contests Design  Facebook Social Ads Design  Instagram Social Ads Design Note: Includes free contest application and hosting (value: $792/year) $3,600 MEDIA BUDGET – FACEBOOK AND INSTAGRAM ($300/mo) Note: Per budget restrictions, the 15% industry-standard agency surcharge is WAIVED. $3,600 TOTAL 2016/17 BUDGET $30,000 DRAFT Minutes Tourism Business Improvement District Board Wednesday, May 11, 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, May 11, 2016 at 10:03 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, Pragna Patel-Mueller, LeBren Young-Harris, and Chair Matthew Wilkins Absent Clint Pearce, Kimberly Walker, and Vice-Chair Nipool Patel Staff Present: Tourism Manager Molly Cano and Recording Secretary Kevin Christian CONSENT AGENDA ITEMS C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, APRIL 13, 2016 ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER HARRIS, CARRIED 4-0, to approve the Minutes of the Tourism Business Improvement District Board meeting on April 13, 2016. C2. SMITH TRAVEL REPORT By consensus, the Committee directed staff to receive and file the Smith Travel Report. 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. Draft – Tourism Business Improvement District Board Minutes of May 11, 2016 Page 2 City of San Luis Obispo, Title, Subtitle 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. MARKETING AGENCY MONTHLY REPORT Representative from BCA + StudioGood presented upcoming events, noted they are working on the 2016-17 TBID Marketing Plans, reported on partnership activity, and reviewed the April metrics for sanluisobispovacations.com, #ShareSLO, and various social media. 2. PUBLIC RELATIONS MONTHLY UPDATE Chamber of Commerce Director of Communications, Molly Kern, reported that San Luis Obispo placed high on a recent USA Today reader’s poll; a Liquor.com headline promoted Edna Valley over Napa and Sonoma; that Draft Magazine contained a “road trip” piece featuring SLO craft brews; and reviewed eight additional magazines with upcoming features that mention San Luis Obispo. BUSINESS ITEMS 1. ANNUAL PARTNERSHIP & FUNDING RECOMMENDATIONS TBID Management Committee Member Harris summarized the committee recommendations for funding the San Luis Obispo Chamber of Commerce 2016-17 contract as shown in Attachment A. The Board discussed the recommendation that the new “Live Chat” feature in the contract be for a two-month trial, and discussed the scope of work for guest services. Harris further reported that the Management Committee recommended funding the 2016-17 SLO Wine Country annual partnership. ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER HUTTON, CARRIED 4-0, to approve funding for the San Luis Obispo Chamber of Commerce 2016-17 contracts as recommended by the TBID Management Committee, specifically: • Guest Services in the amount of $34,000 a year for the 1-877-SLO-TOWN, Availability, Tradeshows • Special Promotion Partnership in the amount of $8,000 a year Draft – Tourism Business Improvement District Board Minutes of May 11, 2016 Page 3 City of San Luis Obispo, Title, Subtitle • Live Chat Support in the amount of $4,000 for two month trial • Public Relations in the amount of $51,000 a year and jointly funded by the TBID and PCC • Media Monitoring Services in the amount of $8,000 a year ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER PATEL-MUELLER, CARRIED 4-0, to approve funding of $18,000 for the San Luis Obispo Wine Country Association 2016-17 contract, as recommended by the TBID Management Committee. 2. 2016-17 BUDGET RECOMMENDATION TBID Management Committee Member Harris summarized the committee recommendations for funding the 2016-17 TBID budget items: “Marketing Contract”; “Events Promotion”; “Tradeshows”; “Tourism Organizations/Research”, and “Support/Meetings”. The Board discussed the recommendations as compared to the 2015-16 expenditures. Board member Patel-Mueller requested that percentages be added to the budget worksheet in the future. ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER HARRIS, CARRIED 4-0, to approve the 2016-17 budget as recommended by the Management Committee. 3. MARKETING AGENCY AGREEMENT AMENDMENTS The Board discussed the need for a 2-year extension of the marketing agency agreement and their concerns regarding conflict of interest, vis-à-vis the agency’s other clients. Tourism Manager Cano reviewed that the Board’s historic position that they didn’t want the agency representing other tourism business. The Board directed the Management Committee to draft an Memorandum of Understanding (MOU) based on these discussions, at minimum defining a geographic region and outside-of-region promotion opportunity restrictions, to be presented to the Board for consideration at a future meeting. 4. TOURISM COORDINATOR JOB DESCRIPTION Tourism Manager Cano reviewed the Tourism Coordinator draft job description, noting that it will be presented to the Human Resources Department following Board approval, and then will be presented to City Council for approval on June 14th, 2016. ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER HUTTON, CARRIED 3-0-1, to approve the Tourism Coordinator Job Description as presented (Patel-Mueller abstained). TBID LIAISON REPORTS AND COMMUNICATION Draft – Tourism Business Improvement District Board Minutes of May 11, 2016 Page 4 City of San Luis Obispo, Title, Subtitle 1. HOTELIER UPDATE Tourism Manager Cano reported that two new hotels, The Butler and The Lofts at SLO Brew, are expected to join the district soon. 2. MANAGEMENT COMMITTEE UPDATE No further report. 3. MARKETING COMMITTEE Marketing Committee Member Hutton mentioned that the draft 2016-17 Marketing Plan prepared by the Agency had been presented to the Committee, and noted that attending a business to business (B2B) tradeshow was discussed. 4. PCC UPDATE Chair Wilkins and Tourism Manager Cano reported that the PCC reviewed their Grants in Aid (GIA) applications and that they approved sponsorship funding for the 2016 America in Bloom Annual Symposium to be held in San Luis Obispo in October. 5. VISIT SLO COUNTY UPDATE Tourism Manager Cano stated that the Visit SLO County (VSLOC) research findings profiling visitors to SLO County will be available on June 6, 2016. She further reported that VSLOC have hired a new marketing agency; provided a status update on their strategic plan update; and noted that establishing a quarterly sales review meeting was discussed. 6. TOURISM PROGRAM UPDATE Tourism Manger Cano reported on training for “Helium” and discussed general issues with the program as reported by the properties; reviewed upcoming events and meeting dates; and noted that Council has approved a partnership with Amtrak Surfliner users for complimentary rides on SLO Transit while staying in town. ADJOURNMENT The meeting was adjourned at 12:08 to the next Regular meeting, to be held on Wednesday, June 8th, 2016. Respectfully submitted, Kevin Christian Recording Secretary