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06-08-2016 TBID Agenda Packet
City of San Luis Obispo, Agenda, Tourism Business Improvement District Board Wednesday, June 8, 2016 10:00 A.M. City Hall- Council Hearing Room CALL TO ORDER: Chair Matthew Wilkins PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the agenda. Public comment for each agenda item will be called for separately and is also limited to 2 minutes per speaker. State law does not allow the board to discuss or take action on issues not on the agenda, except that members of the board may briefly respond to statements made or questions posed by the person giving public comment. Staff may be directed by the board to follow-up on such items and/or place them on the next board agenda. CONSENT ITEMS C.1 Minutes of Regular Meeting on Wednesday, May 11, 2016 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 BCA + StudioGood Marketing Report C.5 Chamber Visitor Center Report C.6 TOT Report PRESENTATIONS 1. MARKETING AGENCY MONTHLY UPDATE 10 mins Representatives from BCA + StudioGood will present an update to the Board on the marketing activities during the previous month. 2. PUBLIC RELATIONS MONTHLY UPDATE 10 mins Representative from the SLO Chamber will present an update to the Board on the public relations activities during the previous month. 3. VISIT SLO COUNTY ANNUAL UPDATE 10 mins Representative from the Visit SLO County will present an update to the Board on the Countywide Tourism Marketing District (TMD) activities during the first year of operation. BUSINESS ITEMS Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of public testimony. 1. PRESENTATION OF THE 2016-17 MARKETING PLAN 20 mins The Marketing Committee and the marketing agency representatives will present the marketing plan document for fiscal year 2016-17 for the Board’s review and adoption. Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. 2. 2016-17 CONTRACTOR WORK SCOPES & AGREEMENTS TERMS 10 mins The Board will review the 2016-17 contractor and partner work scopes for approval contingent upon City Council’s approval of the TBID operating program budget. The Management Committee will also present the recommendation for the 2-year extension of the marketing contract with BCA + Studio Good. 3. MARKETING AGENCY CONFLICT OF INTEREST PARAMETERS 5 mins The Management Committee will present the marketing agency conflict of interest parameters. 4. 2016-17 EVENT PROMOTION FUNDING RECOMMENDATIONS 10 mins The Marketing Committee will present the funding recommendations for the 2016-17 Events Promotion sponsorship program. 5. MARKETING COMMITTEE RECOMMENDATIONS 10 mins The Marketing Committee will present the recommendations for funding of the 2016 Steelhead Summit and the History Center’s Historical Guided Tour Program as considered during the committee meeting. 6. 2016-17 BUDGET AMENDMENTS 5 mins Staff will present recommendations for budget amendments for fiscal year 2016-17. TBID LIAISON REPORTS & COMMUNICATION At this time board members make announcements, report on activities, refer to staff issues for study and report back to the board at a subsequent meeting. 1. HOTELIER UPDATE – Liaison Reports 2. MANAGEMENT COMMITTEE UPDATE – Minutes: May 24, 2016 3. MARKETING COMMITTEE UPDATE – Minutes: June 2, 2016 4. PCC UPDATE –Minutes: May 11, 2016 5. VISIT SLO COUNTY UPDATE – Liaison Reports 6. TOURISM PROGRAM UPDATE – Staff Report ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on June 3, 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 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 STR Report May 2016 Week of May 1 - 7 Percent Change 2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold City of Paso Robles 69.9 69.3 130.42 125.97 91.18 87.23 1.0 3.5 4.5 22.8 17.5 18.6 City of Pismo Beach 66.7 62.3 149.43 140.35 99.62 87.44 7.0 6.5 13.9 13.8 -0.1 6.9 City of San Luis Obispo 68.9 67.1 134.05 123.19 92.41 82.69 2.7 8.8 11.8 11.8 0.0 2.7 Week of May 8 - 14 Percent Change 2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold City of Paso Robles 73.3 74.5 137.93 137.18 101.09 102.16 -1.6 0.5 -1.0 16.3 17.5 15.6 City of Pismo Beach 72.5 71.0 151.06 145.94 109.48 103.59 2.1 3.5 5.7 5.6 -0.1 2.0 City of San Luis Obispo 71.9 71.4 135.52 128.43 97.40 91.76 0.6 5.5 6.1 6.1 0.0 0.6 Week of May 15 - 21 Percent Change 2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold City of Paso Robles 76.4 77.6 140.52 143.86 107.42 111.58 -1.4 -2.3 -3.7 13.1 17.5 15.8 City of Pismo Beach 78.2 75.6 155.01 153.35 121.24 115.92 3.5 1.1 4.6 4.5 -0.1 3.3 City of San Luis Obispo 73.0 78.8 137.92 137.87 100.66 108.69 -7.4 0.0 -7.4 -7.4 0.0 -7.4 Week of May 22 - 28 Percent Change 2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold City of Paso Robles 78.6 75.4 148.77 146.95 116.98 110.83 4.3 1.2 5.6 24.0 17.5 22.5 City of Pismo Beach 77.3 75.3 168.51 155.23 130.31 116.84 2.7 8.6 11.5 11.4 -0.1 2.6 City of San Luis Obispo 73.1 73.8 149.96 135.20 109.58 99.84 -1.0 10.9 9.8 9.8 0.0 -1.0 May 2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold City of Paso Robles 74.6 74.2 139.68 138.79 104.16 102.95 0.5 0.6 1.2 18.9 17.5 18.1 City of Pismo Beach 73.7 71.0 156.29 149.15 115.15 105.95 3.7 4.8 8.7 8.6 -0.1 3.6 City of San Luis Obispo 71.7 72.8 139.43 131.49 100.00 95.74 -1.5 6.0 4.4 4.4 0.0 -1.5 RevPARADR Percent ChangeOcc % Current Week - TY vs. LY Occ % Current Week - TY vs. LY RevPARADR Occ % ADR Occ %RevPAR ADR RevPAR ADR RevPAR Running 28 Days - TY vs. LY Occ % Current Week - TY vs. LY Current Week - TY vs. LY 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 SLOTBID AGENCY REPORT May 2016 HAPPENING NOW • Roll Out the Barrels Planning • Marketing Plan 2016-2017 • Media Planning 2016-2017 • Events Strategies SLO VACATIONS • Updated Pages -Festival Mozaic SHARESLO • SLO Jazz Fest ticket giveaway on Instagram • Participated in National Travel & Tourism Week • Social Campaign around Bike Month • Kidical Mass – video captured • Barrels in the Plaza – video captured • Community Blog Posts -Bike Month in SLO -SLO in the News: March 2016 -Krukow’s Klubhouse -Bob Jones Bike Trail -Pedego Electric Bikes -SLO in the News: April 2016 PARTNERSHIPS • CCTC Blog Posts -SLO County Bucket List -SLO Blues -ShareSLO Photo of the Week: SLO Marathon -ShareSLO Photo of the Week: Biking Poly Canyon -ShareSLO Photo of the Week: SLO Jazz Fest -ShareSLO Photo of the Week: Blaze Pizza in SLO SLOTBID AGENCY REPORT May 2016 PARTNERSHIPS (CONTINUED) • Cal Poly -Aaron Black throws first pitch for ShareSLO baseball game • SLO Wine -Roll Out the Barrels event LOOKING AHEAD • Festival Mozaic Planning • Final 2016-2017 Marketing Plan • Comprehensive Media Plan for 2016-2017 SLOTBID AGENCY REPORT May 2016 SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 17,483 36,487 14,272 slocity.org m.facebook.com facebook.com GOSLO Mobile Experience 16 47 16 FACEBOOK New Fans Total Fans Total Reach Average Reach per post Average Daily Page Engaged Users Total Engagements 1,318 44,231 569,332 5,502 359 3,965 TWITTER New Followers Total Followers Total Engagements #ShareSLO 55 3,405 510 400 INSTAGRAM New Followers Total Followers Total Engagements #ShareSLO 381 6,696 10,514 2,889 YOUTUBE SLO Promo Video 20,160 Report to City of SLO – TBID Phone Line and Availability Contract May 2016 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 May2015 May2016 Calls to 1-877-SLO-TOWN 13 11 16 22 39 62 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 May2015 May2016 Email Response 12 12 10 10 34 44 Phone Calls to Hotels 25 25 27 27 118 104 Hotel Referrals Week 1 Week 2 Week 3 Week 4 May2015 May2016 Visitors Served (Walk-ins) 1,154 1,146 1,128 1,608 4,890 5,036 Farmers’ Market n/a n/a n/a n/a n/a n/a Hotel Rooms Referred 139 211 123 232 613 705 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 SLO TBID MARKETING PLAN 2016-2017 2 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. TABLE OF CONTENTS INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 SLO TBID STRATEGIC CLARITY PLAN . . . . . . . . . . . . .4 OUR APPROACH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 DIGITAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 SOCIAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 PAID MEDIA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 STRATEGIC PARTNERSHIPS . . . . . . . . . . . . . . . . . . .10 EVENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 SALES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 ADDENDUM A . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 ADDENDUM B . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 ADDENDUM C . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 3 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. INTRODUCTION The following plan outlines our approach to deliver on SLO TBID’s Strategic Clarity Plan for 2016-2017. Following a successful and accomplished 2015-2016, BCA & StudioGood are primed to capitalize on our discoveries about what works, what doesn’t and what’s next. Before we dive into our plan, take a look at a snapshot of the past year’s progress. SNAPSHOT OF 2015-2016 • Launched the redesigned, fully responsive SanLuisObispoVacations.com • Integrated Helium, the SLO TBID custom booking engine • Leveraged new videography & photography in the digital landscape • Enhanced our social media presence with more organic content • Implemented successful promotional campaign, Money for a Rainy Day • Developed and implemented deliverables document to align sponsored events with SLO TBID goals • Developed and implemented sponsored event worksheets to track event successes and opportunities • Created new brochure and wine, beer, hotels and hiking maps for statewide visitor center distribution • Planned SLO TBID member engagement events using strategic partnership with Cal Poly • Took home Visit California’s Poppy Award for Best Overall Marketing Program NEW OPPORTUNITIES FOR 2016-2017 • Focus on creating content to inspire returning and new tourists • Explore marketing automation • Capture more candid, “local perspective” video content • Continue to explore new social media opportunities • Develop seasonal promotional campaigns and coordinate fulfillment with SLO Chamber • Develop loyalty program targeted to Cal Poly parents • Utilize sponsored event worksheets from 2015-2016 to improve ROI for 2016-2017 events • Explore new tradeshow locations and business-to-business options • Leverage new “Creative Community” designation as part of SLO TBID’s Arts & Culture pillar 4 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. SLO TBID STRATEGIC CLARITY PLAN The highest priority Strategic Clarity Plan initiatives for the 2016-2017 fiscal year are: • Deliver smart growth • Develop the SLO brand • Ensure organizational excellence • Contribute to an unforgettable SLO experience Some of these initiatives have been completed, some are a work in progress and some need our undivided attention in the coming year. The following items will allow us to deliver on the above high priority initiatives: • Maximize tradeshow strategy by researching new shows, new cities, opportunities and strategies • Align unique target audience with marketing efforts • Elevate SLO Brand awareness • Energize SLO TBID membership participation • Continue to research competitive destinations on all levels 5 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. OUR APPROACH We’ve spent the past two years learning the ins and outs of marketing the City of San Luis Obispo. We’ve celebrated our successes and what has worked, and noted the areas for improvement and new opportunities. Moving into the 2016-2017 fiscal year, we are using our experience, the goals outlined in the Strategic Clarity Plan (specifically, delivering smart growth, developing the SLO brand and contributing to an unforgettable SLO experience) and research on the leading industry trends to shape our plan for the coming year. Our approach includes: • Focus on creating content to inspire returning and new tourists • Continue to coordinate with strong strategic partners to maximize all marketing efforts • Exploring external markets not previously targeted • Develop innovative seasonal promotional campaigns 6 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. DIGITAL Our focus in 2015 was on the rebuilding the digital foundation for the SLO TBID. We achieved this by launching a completely redesigned, fully responsive website with stunning photography and videography. In addition, the new site integrated the #ShareSLO blog, finally uniting the two brands. The digital overhaul was a huge success as seen in the climbing site metrics. Now that the infrastructure is built, we are focusing our efforts in 2016-2017 on growing our audience, tracking their behaviors and following up with relevant messaging that ultimately drives them to book in San Luis Obispo. This can be summarized as content and automated marketing. In regards to content marketing, we will: • Implement a cohesive content strategy and calendar across all digital assets (see Master Content Calendar in Addendum B) • Optimize and develop site pages with extensive information and useful resources • Update “Things to Do” pages • Develop and expand vacation ideas • Highlight “Add to Itinerary” feature • Leverage search data and track trends to enhance content • Create engaging content on #ShareSLO blog that inspires travel • Engage guest bloggers whenever possible • Position SanLuisObispoVacations.com as the go-to resource for SLO travel information 7 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. DIGITAL (CONTINUED) With marketing automation, we will: • Develop and cultivate unique relationships with each subscriber through trigger and follow up emails based on their behavior • Create a “welcome series” to automatically deliver to all new email subscribers • Use search trends and audience insights to build monthly newsletters • Segment our database based on user behavior and additional consumer insights • Strategically target individual users with relevant and valuable content • Enhance design and user experience of emails including ability to embed video • Increase engagement, leading to higher ROI In alignment with the Strategic Clarity Plan, we want to continue to strengthen the digital presence of the San Luis Obispo brand while focusing on contributing to an unforgettable SLO experience. With the potential of live chat, booking engine and “itinerary” feature in addition to next year’s content and automated email marketing efforts, we are providing visitors with a superior digital experience to create their ultimate SLO vacation. 8 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. SOCIAL We will continue to captivate our fans and grow our social media footprint through great, engaging content. Last year, we focused on using user-generated content and saw a huge boost in engagement because of it. We’ll continue that in 2016-2017, along with adding our own content including “local perspective” videos. With an emphasis on engaging site content, we’ll drive social traffic to SanLuisObispoVacations.com by linking to relevant content whenever possible. Research shows that Instagram produces high engagement specifically for travel brands, therefore we will focus on growing our fan base on Instagram while amplifying our presence on Facebook and Twitter. Our plan is to: • Capture “wow-factor” creative content and aggregate user generated content through active social media monitoring of #ShareSLO and other related hashtags • Intensify video marketing strategy for greater storytelling through more short, organic videos or webisodes • Monitor search trends to optimize social posts with keywords and content trends • Enhance the content strategy to include: -Unique itinerary ideas to inspire travel -Encourage dialogue with followers to increase engagement -Real-time posting of organic, in-the-moment content -Boost follower loyalty by sharing behind-the-scenes content, specifically at SLO TBID sponsored events -Activate more photo and video contests to entice fans through giveaways -Work with social influencers for #ShareSLO takeovers -Continue to increase frequency of posting on Twitter • Activate more on Snapchat for raw, exclusive content with potential of exploring additional platforms such as Facebook Live • Explore use of Snapchat’s On-Demand Geofilters for events to expand reach to millennials • Increase real-time engagement with visitors by commenting, liking and sharing their posts • Launch more social campaigns in parallel with promotions to increase travel during shoulder season • Monitor social conversations and assess audience to refine content 9 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. PAID MEDIA • Paid media efforts in 2015-2016 were very successful. We monitored and reported the highest impressions and click thru rates to date, and will shift media buys accordingly in 2016-2017 to maximize performance. • We’ve seen very healthy interest and results from our 2015-2016 geo-targets. We see value in continuing the push in LA, San Francisco, San Jose and San Diego as well as expanding into and testing a few more geographical areas, such as Palm Springs and Phoenix. • Industry standard shows 60% of travelers are using mobile devices to shop, book and navigate trips. Invest large portion of media spend in mobile advertising. • We made optimal use of the new SLO TBID video assets, placing video pre-rolls on all channels, utilizing videos on social media platforms and getting the videos in front of the right audiences and literally millions of eyes. Our video efforts will continue and expand in 2016-2017. • We had great success with a programmatic buy that performed very well within the Rainy Day Promotion. We are currently in process of seeing how this media can perform for us in an expanded format in the 2016-2017 fiscal year. • We propose to expand the length of media exposure for SLO TBID by approximately 10 weeks in comparison to 2015-2016 fiscal year. Our goal is to run media from late September 2016 through mid-May 2017 for elevated results throughout the year. 10 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. STRATEGIC PARTNERSHIPS SLO TBID’s strategic partnerships allow the marketing agencies to build relations with the organizations below, elevating the destination as a whole. Promotional opportunities with each organization gives SLO TBID new platforms and audiences to build brand awareness. CHAMBER • Coordinate SLO TBID sponsored event coverage with event organizers by utilizing Chamber’s public relations contract to enhance marketing efforts • Align foreknowledge of media mentions & stories with advertising strategy to target new, niche markets • Utilize Visitors Center for seasonal promotions and possible Cal Poly loyalty program • Work with Chamber to integrate live chat feature on SLO TBID site CAL POLY ATHLETICS • Utilize Presenting Sponsor games for SLO TBID member engagement events • Use sporting event tickets for planned giveaways, hosted media and Cal Poly loyalty program • Expand partnership opportunities with other university departments, including Cal Poly Alumni and parents CCTC • Increase monthly blog content • Coordinate with rep to keep events listing up to date • Align content calendar with social media, website, #ShareSLO blog, Visit SLO County and Visit California schedule SLO WINE • Update SLOWine.com banner ads to reflect SLO TBID sponsored events and promotions • Provide monthly content for SLO Wine e-newsletter and social media • Promote SLO Wine events in accordance with SLO TBID’s event strategy guidelines • Attend SLO Wine member meetings to provide seasonal information about promotions and other brand integration opportunities 11 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. STRATEGIC PARTNERSHIPS (CONTINUED) SLOMA CREATIVE COMMUNITIES • Creative Communities grant will provide SLO TBID with funding to focus additional marketing efforts on Arts & Culture pillar • Coordinate efforts and share resources with new Creative Communities committee to expand reach to audiences we know are interested in SLO’s art and cultural assets • Work closely with the Creative Communities committee during the development process on an art festival and celebration to take place during low-season to bring in mid-week stays CAL POLY NEW STUDENT & TRANSITIONS PROGRAMS • Implement event strategies for Open House, Student Life Orientation (SLO) Days, and Week of Welcome to get SLO TBID and ShareSLO brands in front of new students and parents • Work with programs to reach current and new parents with Loyalty Program information to encourage return stays 12 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. EVENTS In 2015-2016 your marketing agencies developed and implemented an event strategy and deliverables document to be included in event contracts to ensure all SLO TBID sponsored events are well-aligned with the SLO TBID and ShareSLO brand, and that our expectations for brand integration at these events is clear from the moment the event signs the SLO TBID’s contract. The document outlines event organizer and marketing agency responsibilities and goals for reaching the guest before, during, and after the event. In addition, your agencies created a worksheet for SLO TBID to use as an internal benchmark for event success, and we’ll use these internal worksheets in 2016-2017 to determine return on investment for SLO TBID sponsored events, and to enhance and adjust strategies associated with events based on past performance. See the Event Strategy and Deliverables document in Addendum C. In 2016-2017, your marketing agencies will also be taking part in the event application review process to determine, in advance of SLO TBID funding, if the event aligns with SLO TBID’s goal of putting heads in beds. The review process will be based in part on past performance, and for new events – on the agencies’ assessment of potential performance. In addition, your marketing agencies will work with the tourism manager and SLO TBID board to identify already established and successful tourism-driving events from out of market that could be successful in San Luis Obispo. 13 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. SALES TRADESHOWS In 2016-2017, we’d like to take an objective look at the value of currently attended tradeshows and make decisions based on prior year’s attendance, specific numbers, demographics and quality of audience. In addition, we’ll: • Explore alternative tradeshows that may elevate business or mid-week travel to SLO • Consider business-to-business tradeshow opportunities • Research possible tradeshow opportunities with other SLO organizations and strategic partners • Explore options for tradeshows that align with SLO TBID marketing priorities -Cal Poly -Food & Wine -Outdoor -Craft Beer -Arts & Culture GROUPS & MEETINGS • Explore the possibilities of a co-op with Visit SLO County for new opportunities 14 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. CONCLUSION BCA and StudioGood will update the SLO TBID Marketing Plan each fiscal year. We feel that it is imperative to acknowledge trends, be observant of growth or decline and make changes according to the current tourism climate on an ongoing basis. The SLO TBID Marketing Plan coupled with the SLO TBID Strategic Clarity Plan provides a foundation for building the City of SLO brand and establishing real tactics for consistently improving tourism in the City of San Luis Obispo. 15 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM A SLO TBID 2016/2017 MARKETING BUDGET DESCRIPTION OF ACTIVITY TOTAL % BUDGET PAID MEDIA 35% Offline Media $30,000.00 4% Digital Media $80,000.00 10% Social Media Advertising $37,000.00 5% Mobile Advertising $90,000.00 11% SEM $40,000.00 5% DESIGN/CREATIVE 20% Design Support $15,000.00 2% Creative / Online $20,000.00 2% Creative / Offline $15,000.00 2% Content Creation, Management & Distribution $110,000.00 14% WEBSITE 4% Website Maintenance $20,000.00 2% SEO $20,000.00 2% SOCIAL MEDIA 3% Social Media $28,000.00 3% AGENCY SERVICES 13% Account Management $70,000.00 9% Event Strategies $15,000.00 2% Media Planning $20,000.00 2% HARD COSTS 23% Marketing Automation $40,000.00 5% Tradeshows $15,000.00 2% Seasonal Promotion #1 $50,000.00 6% Seasonal Promotion #2 $50,000.00 6% Collateral $20,000.00 2% Still Photography $14,500.00 2% CONTINGENCY FUND 2% Contingency Fund $15,000.00 2% TOTAL $814,500 .00 100% 16 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM B MASTER CONTENT CALENDAR: Q1 July August September October November December January February March April May June Seasonal Content/Themes California Wine Month - SLO Wine National Dog Week (last week of Sept)Craft Beer Restaurant Month Valentine's Day/Romance Spring Spring & Pet Friendly Travel Bike Month National Travel & Tourism Month Summer Events Bacon & Barrels SLO (July 15-17) Festival Mozaic Concerts in the Plaza Shakespeare Festival Pride Celebration Cal Poly Student Life Orientation Days Concerts in the Plaza Shakespeare Festival Cal Poly Student Life Orientation Days Concerts in the Plaza Brews & Bites (Sept 3) SLO Ultra (Sept 10) Cow Parade Launch (Sept 17) Cal Poly Week of Welcome (Sept 18-25) Madonna Inn Oktoberfest (Oct 1) Central Coast Railroad Festival (Oct 7- 9) Craft Beer Week (Oct 16-22) Mustang Family Weekend (Oct 20- 23) SLO Gran Fondo (Oct 29-30) Harvest on the Coast (Nov 4-6) Santa's House in Mission Plaza Festival Mozaic (WinterMezzo) SLO Bacon Fest? Holiday in the Plaza Santa's House in Mission Plaza Holiday Train Celebration? Restaurant Month Festival Mozaic (WinterMezzo) Festival of the Arts SLO Film Fest Festival of the Arts Cal Poly Open House SLO Marathon (April 29-30) Eroica Children’s Day in the Plaza SLO Jazz Fest California Festival of Beer Avila Beach Blues Festival Mother's Day (May 14) SLO Train Day Cow Parade Auction Bike Month Cal Poly Graduation Father's Day (June 18) SLO Wine ROTB Barrels in the Plaza Concerts in the Plaza Greek Festival Website Festival Mozaic Music Beaches Bubblegum Alley Trolley Cal Poly Cal Poly Vacation Ideas ATV Family Vacation Idea California Wine Month Wine Tasting Wine Tasting Vacation Idea Cow Parade Labor Day Weekend (Sept 5) Race SLO Shopping Museums SLO Craft Beer Week Beer Tasting Beer Tasting Vacation Idea CP Homecoming Weekend Race SLO Festival Mozaic Winter Getaway Botanical Gardens Weekend Getaway to SLO (New Vacation Idea) Restaurant Month Restaurants Mission Festival Mozaic Festival of the Arts Romantic Getaways Salons and Spas Girls' Weekend SLO Film Fest Hiking Biking Race SLO Eroica Pet Friendly Vacation Idea SLO Jazz Fest Transportation Boat Kayak ROTB Farmers' Market Day Trips ShareSLO Blog Bacon & Barrels in SLO Concerts in the Plaza Farmers' Market SLO in the News Festival Mozaic ATV Adventure in SLO SLO in the News Fall Things to Do Cow Parade Launch Event with Man One Wine Tasting in SLO SLO in the News What CP Loves About SLO Historic Walking Tour Meet the Brewers / SLO Brewery Review SLO Craft Beer Week SLO in the News Things to Do this Winter Harvest on the Coast Holiday Gifts from SLO SLO in the News Things to Do on NYE in SLO Holiday Season SLO in the News Restaurants #ShareSLO Chef Series Tour Mission San Luis Obispo de Tolosa SLO in the News Top Things to Do on Valentine's Day Cow Parade SLO Trail SLO in the News Things to Do this Spring Off the Beaten Path Hiking SLO Film Fest SLO in the News Pet Friendly Attractions Hop on the SLO Trolley Botanical Gardens SLO in the News Car-Free Travel to SLO (Amtrak) Bike Month SLO Jazz Fest Cow Parade SLO in the News Things to Do this Summer Beaches SLO Wine ROTB/Barrels in the Plaza Day Trips SLO in the News Social Media Themes/Campaigns SLO Wine Giveaway CA Wine Month Craft Beer Restaurant Month SLO in Love Arts & Culture?Pet Friendly Bike Month Newsletter CA Wine Month Wine Tasting in SLO Labor Day Weekend Beer Tasting Craft Beer Week Winter Getaway to SLO Restaurant Month SLO in Love Car-Free Travel to SLO Bike Month Promotions Bacon & Barrels / Craft Beer Week in October ROTB / California Wine Month in September Paid Media PR VSLOC Monthly Promotions Culinary Harvest Month Golf and Stay Month Holidays Restaurant Month Month of Love Film & Arts Month Pet-Friendly Month Bike Month National Travel & Tourism Month SLO County Great Outdoors Month CCTC Historic Markers, Buildings and Monuments Month. Concerts in the Plaza overview and preview. Riding the SLO trolley. SLO County Family Travel Tips.CA Wine Month; CowParade begins. Top brewers in SLO; Interesting facts about local cemeteries (for Halloween) Festival Mozaic; Planning your 4-day Thanksgiving weekend in SLO Interview with Mission Santa; New Year's Eve post: Best tings to look forward to in 2017 Best BBQ in town; Hippest restaurants in SLO Best places to propose in SLO. Things to do on a rainy day in SLO SLO Film Fest; SLO skatepark Things to do with a pet; Best bike rides in SLO (pegged to Eroica) CowParade wraps up; Jazz Fest t Visit California Promotions Holidays Restaurant Month National Tourism & Travel Week Keyword Topics CA Wine Month Shopping Events Edna Valley Wineries Museums Edna Valley Wineries Christmas/Holidays Trolley Weekend Getaway Botanical Gardens Christmas/Holidays Restaurants Mission Hiking San Luis Obispo Getaway Spa Romantic Things to Do ATV Biking Hiking Biking Trolley Events Attractions ATV Trolley Events Hiking Whale Watching Kayaking Beaches Getaway Hot Air Balloon Day Trips Top Keywords Beaches Points of Interest Bubblegum Alley Events Things to Do Shopping Trolley ATV Things to Do Bubblegum Alley Labor Day Weekend Attractions/Points of Interest Beaches Shopping in San Luis Obispo Shopping San Luis Obispo San Luis Obispo Events Edna Valley Wineries Edna Valley Winery San Luis Obispo Museums Edna Valley Wineries Edna Valley Winery San Luis Obispo Shopping San Luis Obispo Christmas San Luis Obispo Christmas Parade San Luis Obispo Trolley SLO Trolley Central Coast Getaways Weekend Getaways California Weekend Getaways California Coast San Luis Obispo Botanical Garden Botanial Gardens San Luis Obispo Christmas Lights San Luis Obispo Christmas Parade Restaurant Month San Luis Obispo SLO Restaurant Month Romantic Restaurants in San Luis Obispo San Luis Obispo County Restaurant Month Mission San Luis Obispo San Luis Obispo De Tolosa Mission San Luis Obispo de Tolosa San Luis Obispo Hiking Trails Hikes in San Luis Obispo Best Hikes in SLO Spa San Luis Obispo San Luis Obispo Getaway Romantic Things to Do in San Luis Obispo San Luis Obispo Bachelorette Party Things to Do in San Luis Obispo ATV San Luis Obispo San Luis Obispo ATV Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Hiking Trails Hikes in San Luis Obispo Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Trolley What to do in San Luis Obispo this Weekend San Luis Obispo Events SLO Events Dog Friendly San Luis Obispo Pet Friendly San Luis Obispo San Luis Obispo Attractions San Luis Obispo CA Points of Interest San Luis Obispo ATV ATV San Luis Obispo San Luis Obispo Trolley SLO Trolley San Luis Obispo Things to Do this Weekend Events in San Luis Obispo San Luis Obispo Hiking Whale Watching San Luis Obispo Kayaking San Luis Obispo San Luis Obispo Beaches Beaches near San Luis Obispo San Luis Obispo Beach San Luis Obispo Getaway San Luis Obispo Weekend Things to Do in San Luis Obispo This Weekend Hot Air Balloon San Luis Obispo Day Trips fom San Luis Obispo Quarter 1 Quarter 2 Quarter 3 Quarter 4 Fall 2016 Promotion Race SLO / Training in the Off Season Winter 2017 Promotion Summer Holidays in SLO Summer Lovin' July August September October November December January February March April May June Seasonal Content/Themes California Wine Month - SLO Wine National Dog Week (last week of Sept)Craft Beer Restaurant Month Valentine's Day/Romance Spring Spring & Pet Friendly Travel Bike Month National Travel & Tourism Month Summer Events Bacon & Barrels SLO (July 15-17) Festival Mozaic Concerts in the Plaza Shakespeare Festival Pride Celebration Cal Poly Student Life Orientation Days Concerts in the Plaza Shakespeare Festival Cal Poly Student Life Orientation Days Concerts in the Plaza Brews & Bites (Sept 3) SLO Ultra (Sept 10) Cow Parade Launch (Sept 17) Cal Poly Week of Welcome (Sept 18-25) Madonna Inn Oktoberfest (Oct 1) Central Coast Railroad Festival (Oct 7- 9) Craft Beer Week (Oct 16-22) Mustang Family Weekend (Oct 20- 23) SLO Gran Fondo (Oct 29-30) Harvest on the Coast (Nov 4-6) Santa's House in Mission Plaza Festival Mozaic (WinterMezzo) SLO Bacon Fest? Holiday in the Plaza Santa's House in Mission Plaza Holiday Train Celebration? Restaurant Month Festival Mozaic (WinterMezzo) Festival of the Arts SLO Film Fest Festival of the Arts Cal Poly Open House SLO Marathon (April 29-30) Eroica Children’s Day in the Plaza SLO Jazz Fest California Festival of Beer Avila Beach Blues Festival Mother's Day (May 14) SLO Train Day Cow Parade Auction Bike Month Cal Poly Graduation Father's Day (June 18) SLO Wine ROTB Barrels in the Plaza Concerts in the Plaza Greek Festival Website Festival Mozaic Music Beaches Bubblegum Alley Trolley Cal Poly Cal Poly Vacation Ideas ATV Family Vacation Idea California Wine Month Wine Tasting Wine Tasting Vacation Idea Cow Parade Labor Day Weekend (Sept 5) Race SLO Shopping Museums SLO Craft Beer Week Beer Tasting Beer Tasting Vacation Idea CP Homecoming Weekend Race SLO Festival Mozaic Winter Getaway Botanical Gardens Weekend Getaway to SLO (New Vacation Idea) Restaurant Month Restaurants Mission Festival Mozaic Festival of the Arts Romantic Getaways Salons and Spas Girls' Weekend SLO Film Fest Hiking Biking Race SLO Eroica Pet Friendly Vacation Idea SLO Jazz Fest Transportation Boat Kayak ROTB Farmers' Market Day Trips ShareSLO Blog Bacon & Barrels in SLO Concerts in the Plaza Farmers' Market SLO in the News Festival Mozaic ATV Adventure in SLO SLO in the News Fall Things to Do Cow Parade Launch Event with Man One Wine Tasting in SLO SLO in the News What CP Loves About SLO Historic Walking Tour Meet the Brewers / SLO Brewery Review SLO Craft Beer Week SLO in the News Things to Do this Winter Harvest on the Coast Holiday Gifts from SLO SLO in the News Things to Do on NYE in SLO Holiday Season SLO in the News Restaurants #ShareSLO Chef Series Tour Mission San Luis Obispo de Tolosa SLO in the News Top Things to Do on Valentine's Day Cow Parade SLO Trail SLO in the News Things to Do this Spring Off the Beaten Path Hiking SLO Film Fest SLO in the News Pet Friendly Attractions Hop on the SLO Trolley Botanical Gardens SLO in the News Car-Free Travel to SLO (Amtrak) Bike Month SLO Jazz Fest Cow Parade SLO in the News Things to Do this Summer Beaches SLO Wine ROTB/Barrels in the Plaza Day Trips SLO in the News Social Media Themes/Campaigns SLO Wine Giveaway CA Wine Month Craft Beer Restaurant Month SLO in Love Arts & Culture?Pet Friendly Bike Month Newsletter CA Wine Month Wine Tasting in SLO Labor Day Weekend Beer Tasting Craft Beer Week Winter Getaway to SLO Restaurant Month SLO in Love Car-Free Travel to SLO Bike Month Promotions Bacon & Barrels / Craft Beer Week in October ROTB / California Wine Month in September Paid Media PR VSLOC Monthly Promotions Culinary Harvest Month Golf and Stay Month Holidays Restaurant Month Month of Love Film & Arts Month Pet-Friendly Month Bike Month National Travel & Tourism Month SLO County Great Outdoors Month CCTC Historic Markers, Buildings and Monuments Month. Concerts in the Plaza overview and preview. Riding the SLO trolley. SLO County Family Travel Tips.CA Wine Month; CowParade begins. Top brewers in SLO; Interesting facts about local cemeteries (for Halloween) Festival Mozaic; Planning your 4-day Thanksgiving weekend in SLO Interview with Mission Santa; New Year's Eve post: Best tings to look forward to in 2017 Best BBQ in town; Hippest restaurants in SLO Best places to propose in SLO. Things to do on a rainy day in SLO SLO Film Fest; SLO skatepark Things to do with a pet; Best bike rides in SLO (pegged to Eroica) CowParade wraps up; Jazz Fest t Visit California Promotions Holidays Restaurant Month National Tourism & Travel Week Keyword Topics CA Wine Month Shopping Events Edna Valley Wineries Museums Edna Valley Wineries Christmas/Holidays Trolley Weekend Getaway Botanical Gardens Christmas/Holidays Restaurants Mission Hiking San Luis Obispo Getaway Spa Romantic Things to Do ATV Biking Hiking Biking Trolley Events Attractions ATV Trolley Events Hiking Whale Watching Kayaking Beaches Getaway Hot Air Balloon Day Trips Top Keywords Beaches Points of Interest Bubblegum Alley Events Things to Do Shopping Trolley ATV Things to Do Bubblegum Alley Labor Day Weekend Attractions/Points of Interest Beaches Shopping in San Luis Obispo Shopping San Luis Obispo San Luis Obispo Events Edna Valley Wineries Edna Valley Winery San Luis Obispo Museums Edna Valley Wineries Edna Valley Winery San Luis Obispo Shopping San Luis Obispo Christmas San Luis Obispo Christmas Parade San Luis Obispo Trolley SLO Trolley Central Coast Getaways Weekend Getaways California Weekend Getaways California Coast San Luis Obispo Botanical Garden Botanial Gardens San Luis Obispo Christmas Lights San Luis Obispo Christmas Parade Restaurant Month San Luis Obispo SLO Restaurant Month Romantic Restaurants in San Luis Obispo San Luis Obispo County Restaurant Month Mission San Luis Obispo San Luis Obispo De Tolosa Mission San Luis Obispo de Tolosa San Luis Obispo Hiking Trails Hikes in San Luis Obispo Best Hikes in SLO Spa San Luis Obispo San Luis Obispo Getaway Romantic Things to Do in San Luis Obispo San Luis Obispo Bachelorette Party Things to Do in San Luis Obispo ATV San Luis Obispo San Luis Obispo ATV Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Hiking Trails Hikes in San Luis Obispo Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Trolley What to do in San Luis Obispo this Weekend San Luis Obispo Events SLO Events Dog Friendly San Luis Obispo Pet Friendly San Luis Obispo San Luis Obispo Attractions San Luis Obispo CA Points of Interest San Luis Obispo ATV ATV San Luis Obispo San Luis Obispo Trolley SLO Trolley San Luis Obispo Things to Do this Weekend Events in San Luis Obispo San Luis Obispo Hiking Whale Watching San Luis Obispo Kayaking San Luis Obispo San Luis Obispo Beaches Beaches near San Luis Obispo San Luis Obispo Beach San Luis Obispo Getaway San Luis Obispo Weekend Things to Do in San Luis Obispo This Weekend Hot Air Balloon San Luis Obispo Day Trips fom San Luis Obispo Quarter 1 Quarter 2 Quarter 3 Quarter 4 Fall 2016 Promotion Race SLO / Training in the Off Season Winter 2017 Promotion Summer Holidays in SLO Summer Lovin' 17 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM B MASTER CONTENT CALENDAR: Q2 July August September October November December January February March April May June Seasonal Content/Themes California Wine Month - SLO Wine National Dog Week (last week of Sept)Craft Beer Restaurant Month Valentine's Day/Romance Spring Spring & Pet Friendly Travel Bike Month National Travel & Tourism Month Summer Events Bacon & Barrels SLO (July 15-17) Festival Mozaic Concerts in the Plaza Shakespeare Festival Pride Celebration Cal Poly Student Life Orientation Days Concerts in the Plaza Shakespeare Festival Cal Poly Student Life Orientation Days Concerts in the Plaza Brews & Bites (Sept 3) SLO Ultra (Sept 10) Cow Parade Launch (Sept 17) Cal Poly Week of Welcome (Sept 18-25) Madonna Inn Oktoberfest (Oct 1) Central Coast Railroad Festival (Oct 7- 9) Craft Beer Week (Oct 16-22) Mustang Family Weekend (Oct 20- 23) SLO Gran Fondo (Oct 29-30) Harvest on the Coast (Nov 4-6) Santa's House in Mission Plaza Festival Mozaic (WinterMezzo) SLO Bacon Fest? Holiday in the Plaza Santa's House in Mission Plaza Holiday Train Celebration? Restaurant Month Festival Mozaic (WinterMezzo) Festival of the Arts SLO Film Fest Festival of the Arts Cal Poly Open House SLO Marathon (April 29-30) Eroica Children’s Day in the Plaza SLO Jazz Fest California Festival of Beer Avila Beach Blues Festival Mother's Day (May 14) SLO Train Day Cow Parade Auction Bike Month Cal Poly Graduation Father's Day (June 18) SLO Wine ROTB Barrels in the Plaza Concerts in the Plaza Greek Festival Website Festival Mozaic Music Beaches Bubblegum Alley Trolley Cal Poly Cal Poly Vacation Ideas ATV Family Vacation Idea California Wine Month Wine Tasting Wine Tasting Vacation Idea Cow Parade Labor Day Weekend (Sept 5) Race SLO Shopping Museums SLO Craft Beer Week Beer Tasting Beer Tasting Vacation Idea CP Homecoming Weekend Race SLO Festival Mozaic Winter Getaway Botanical Gardens Weekend Getaway to SLO (New Vacation Idea) Restaurant Month Restaurants Mission Festival Mozaic Festival of the Arts Romantic Getaways Salons and Spas Girls' Weekend SLO Film Fest Hiking Biking Race SLO Eroica Pet Friendly Vacation Idea SLO Jazz Fest Transportation Boat Kayak ROTB Farmers' Market Day Trips ShareSLO Blog Bacon & Barrels in SLO Concerts in the Plaza Farmers' Market SLO in the News Festival Mozaic ATV Adventure in SLO SLO in the News Fall Things to Do Cow Parade Launch Event with Man One Wine Tasting in SLO SLO in the News What CP Loves About SLO Historic Walking Tour Meet the Brewers / SLO Brewery Review SLO Craft Beer Week SLO in the News Things to Do this Winter Harvest on the Coast Holiday Gifts from SLO SLO in the News Things to Do on NYE in SLO Holiday Season SLO in the News Restaurants #ShareSLO Chef Series Tour Mission San Luis Obispo de Tolosa SLO in the News Top Things to Do on Valentine's Day Cow Parade SLO Trail SLO in the News Things to Do this Spring Off the Beaten Path Hiking SLO Film Fest SLO in the News Pet Friendly Attractions Hop on the SLO Trolley Botanical Gardens SLO in the News Car-Free Travel to SLO (Amtrak) Bike Month SLO Jazz Fest Cow Parade SLO in the News Things to Do this Summer Beaches SLO Wine ROTB/Barrels in the Plaza Day Trips SLO in the News Social Media Themes/Campaigns SLO Wine Giveaway CA Wine Month Craft Beer Restaurant Month SLO in Love Arts & Culture?Pet Friendly Bike Month Newsletter CA Wine Month Wine Tasting in SLO Labor Day Weekend Beer Tasting Craft Beer Week Winter Getaway to SLO Restaurant Month SLO in Love Car-Free Travel to SLO Bike Month Promotions Bacon & Barrels / Craft Beer Week in October ROTB / California Wine Month in September Paid Media PR VSLOC Monthly Promotions Culinary Harvest Month Golf and Stay Month Holidays Restaurant Month Month of Love Film & Arts Month Pet-Friendly Month Bike Month National Travel & Tourism Month SLO County Great Outdoors Month CCTC Historic Markers, Buildings and Monuments Month. Concerts in the Plaza overview and preview. Riding the SLO trolley. SLO County Family Travel Tips.CA Wine Month; CowParade begins. Top brewers in SLO; Interesting facts about local cemeteries (for Halloween) Festival Mozaic; Planning your 4-day Thanksgiving weekend in SLO Interview with Mission Santa; New Year's Eve post: Best tings to look forward to in 2017 Best BBQ in town; Hippest restaurants in SLO Best places to propose in SLO. Things to do on a rainy day in SLO SLO Film Fest; SLO skatepark Things to do with a pet; Best bike rides in SLO (pegged to Eroica) CowParade wraps up; Jazz Fest t Visit California Promotions Holidays Restaurant Month National Tourism & Travel Week Keyword Topics CA Wine Month Shopping Events Edna Valley Wineries Museums Edna Valley Wineries Christmas/Holidays Trolley Weekend Getaway Botanical Gardens Christmas/Holidays Restaurants Mission Hiking San Luis Obispo Getaway Spa Romantic Things to Do ATV Biking Hiking Biking Trolley Events Attractions ATV Trolley Events Hiking Whale Watching Kayaking Beaches Getaway Hot Air Balloon Day Trips Top Keywords Beaches Points of Interest Bubblegum Alley Events Things to Do Shopping Trolley ATV Things to Do Bubblegum Alley Labor Day Weekend Attractions/Points of Interest Beaches Shopping in San Luis Obispo Shopping San Luis Obispo San Luis Obispo Events Edna Valley Wineries Edna Valley Winery San Luis Obispo Museums Edna Valley Wineries Edna Valley Winery San Luis Obispo Shopping San Luis Obispo Christmas San Luis Obispo Christmas Parade San Luis Obispo Trolley SLO Trolley Central Coast Getaways Weekend Getaways California Weekend Getaways California Coast San Luis Obispo Botanical Garden Botanial Gardens San Luis Obispo Christmas Lights San Luis Obispo Christmas Parade Restaurant Month San Luis Obispo SLO Restaurant Month Romantic Restaurants in San Luis Obispo San Luis Obispo County Restaurant Month Mission San Luis Obispo San Luis Obispo De Tolosa Mission San Luis Obispo de Tolosa San Luis Obispo Hiking Trails Hikes in San Luis Obispo Best Hikes in SLO Spa San Luis Obispo San Luis Obispo Getaway Romantic Things to Do in San Luis Obispo San Luis Obispo Bachelorette Party Things to Do in San Luis Obispo ATV San Luis Obispo San Luis Obispo ATV Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Hiking Trails Hikes in San Luis Obispo Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Trolley What to do in San Luis Obispo this Weekend San Luis Obispo Events SLO Events Dog Friendly San Luis Obispo Pet Friendly San Luis Obispo San Luis Obispo Attractions San Luis Obispo CA Points of Interest San Luis Obispo ATV ATV San Luis Obispo San Luis Obispo Trolley SLO Trolley San Luis Obispo Things to Do this Weekend Events in San Luis Obispo San Luis Obispo Hiking Whale Watching San Luis Obispo Kayaking San Luis Obispo San Luis Obispo Beaches Beaches near San Luis Obispo San Luis Obispo Beach San Luis Obispo Getaway San Luis Obispo Weekend Things to Do in San Luis Obispo This Weekend Hot Air Balloon San Luis Obispo Day Trips fom San Luis Obispo Quarter 1 Quarter 2 Quarter 3 Quarter 4 Fall 2016 Promotion Race SLO / Training in the Off Season Winter 2017 Promotion Summer Holidays in SLO Summer Lovin' JulyAugust September October November December January February March April May June Seasonal Content/Themes California Wine Month - SLO Wine National Dog Week (last week of Sept)Craft Beer Restaurant Month Valentine's Day/Romance Spring Spring & Pet Friendly Travel Bike Month National Travel & Tourism Month Summer Events Bacon & Barrels SLO (July 15-17) Festival Mozaic Concerts in the Plaza Shakespeare Festival Pride Celebration Cal Poly Student Life Orientation Days Concerts in the Plaza Shakespeare Festival Cal Poly Student Life Orientation Days Concerts in the Plaza Brews & Bites (Sept 3) SLO Ultra (Sept 10) Cow Parade Launch (Sept 17) Cal Poly Week of Welcome (Sept 18-25) Madonna Inn Oktoberfest (Oct 1) Central Coast Railroad Festival (Oct 7- 9) Craft Beer Week (Oct 16-22) Mustang Family Weekend (Oct 20- 23) SLO Gran Fondo (Oct 29-30) Harvest on the Coast (Nov 4-6) Santa's House in Mission Plaza Festival Mozaic (WinterMezzo) SLO Bacon Fest? Holiday in the Plaza Santa's House in Mission Plaza Holiday Train Celebration? Restaurant Month Festival Mozaic (WinterMezzo) Festival of the Arts SLO Film Fest Festival of the Arts Cal Poly Open House SLO Marathon (April 29-30) Eroica Children’s Day in the Plaza SLO Jazz Fest California Festival of Beer Avila Beach Blues Festival Mother's Day (May 14) SLO Train Day Cow Parade Auction Bike Month Cal Poly Graduation Father's Day (June 18) SLO Wine ROTB Barrels in the Plaza Concerts in the Plaza Greek Festival Website Festival Mozaic Music Beaches Bubblegum Alley Trolley Cal Poly Cal Poly Vacation Ideas ATV Family Vacation Idea California Wine Month Wine Tasting Wine Tasting Vacation Idea Cow Parade Labor Day Weekend (Sept 5) Race SLO Shopping Museums SLO Craft Beer Week Beer Tasting Beer Tasting Vacation Idea CP Homecoming Weekend Race SLO Festival Mozaic Winter Getaway Botanical Gardens Weekend Getaway to SLO (New Vacation Idea) Restaurant Month Restaurants Mission Festival Mozaic Festival of the Arts Romantic Getaways Salons and Spas Girls' Weekend SLO Film Fest Hiking Biking Race SLO Eroica Pet Friendly Vacation Idea SLO Jazz Fest Transportation Boat Kayak ROTB Farmers' Market Day Trips ShareSLO Blog Bacon & Barrels in SLO Concerts in the Plaza Farmers' Market SLO in the News Festival Mozaic ATV Adventure in SLO SLO in the News Fall Things to Do Cow Parade Launch Event with Man One Wine Tasting in SLO SLO in the News What CP Loves About SLO Historic Walking Tour Meet the Brewers / SLO Brewery Review SLO Craft Beer Week SLO in the News Things to Do this Winter Harvest on the Coast Holiday Gifts from SLO SLO in the News Things to Do on NYE in SLO Holiday Season SLO in the News Restaurants #ShareSLO Chef Series Tour Mission San Luis Obispo de Tolosa SLO in the News Top Things to Do on Valentine's Day Cow Parade SLO Trail SLO in the News Things to Do this Spring Off the Beaten Path Hiking SLO Film Fest SLO in the News Pet Friendly Attractions Hop on the SLO Trolley Botanical Gardens SLO in the News Car-Free Travel to SLO (Amtrak) Bike Month SLO Jazz Fest Cow Parade SLO in the News Things to Do this Summer Beaches SLO Wine ROTB/Barrels in the Plaza Day Trips SLO in the News Social Media Themes/Campaigns SLO Wine Giveaway CA Wine Month Craft Beer Restaurant Month SLO in Love Arts & Culture?Pet Friendly Bike Month Newsletter CA Wine Month Wine Tasting in SLO Labor Day Weekend Beer Tasting Craft Beer Week Winter Getaway to SLO Restaurant Month SLO in Love Car-Free Travel to SLO Bike Month PromotionsBacon & Barrels / Craft Beer Week in October ROTB / California Wine Month in September Paid Media PR VSLOC Monthly Promotions Culinary Harvest Month Golf and Stay Month Holidays Restaurant Month Month of Love Film & Arts Month Pet-Friendly Month Bike Month National Travel & Tourism Month SLO County Great Outdoors Month CCTC Historic Markers, Buildings and Monuments Month. Concerts in the Plaza overview and preview. Riding the SLO trolley. SLO County Family Travel Tips.CA Wine Month; CowParade begins. Top brewers in SLO; Interesting facts about local cemeteries (for Halloween) Festival Mozaic; Planning your 4-day Thanksgiving weekend in SLO Interview with Mission Santa; New Year's Eve post: Best tings to look forward to in 2017 Best BBQ in town; Hippest restaurants in SLO Best places to propose in SLO. Things to do on a rainy day in SLO SLO Film Fest; SLO skatepark Things to do with a pet; Best bike rides in SLO (pegged to Eroica) CowParade wraps up; Jazz Fest t Visit California Promotions Holidays Restaurant Month National Tourism & Travel Week Keyword Topics CA Wine Month Shopping Events Edna Valley Wineries Museums Edna Valley Wineries Christmas/Holidays Trolley Weekend Getaway Botanical Gardens Christmas/Holidays Restaurants Mission Hiking San Luis Obispo Getaway Spa Romantic Things to Do ATV Biking Hiking Biking Trolley Events Attractions ATV Trolley Events Hiking Whale Watching Kayaking Beaches Getaway Hot Air Balloon Day Trips Top Keywords Beaches Points of Interest Bubblegum Alley Events Things to Do Shopping Trolley ATV Things to Do Bubblegum Alley Labor Day Weekend Attractions/Points of Interest Beaches Shopping in San Luis Obispo Shopping San Luis Obispo San Luis Obispo Events Edna Valley Wineries Edna Valley Winery San Luis Obispo Museums Edna Valley Wineries Edna Valley Winery San Luis Obispo Shopping San Luis Obispo Christmas San Luis Obispo Christmas Parade San Luis Obispo Trolley SLO Trolley Central Coast Getaways Weekend Getaways California Weekend Getaways California Coast San Luis Obispo Botanical Garden Botanial Gardens San Luis Obispo Christmas Lights San Luis Obispo Christmas Parade Restaurant Month San Luis Obispo SLO Restaurant Month Romantic Restaurants in San Luis Obispo San Luis Obispo County Restaurant Month Mission San Luis Obispo San Luis Obispo De Tolosa Mission San Luis Obispo de Tolosa San Luis Obispo Hiking Trails Hikes in San Luis Obispo Best Hikes in SLO Spa San Luis Obispo San Luis Obispo Getaway Romantic Things to Do in San Luis Obispo San Luis Obispo Bachelorette Party Things to Do in San Luis Obispo ATV San Luis Obispo San Luis Obispo ATV Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Hiking Trails Hikes in San Luis Obispo Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Trolley What to do in San Luis Obispo this Weekend San Luis Obispo Events SLO Events Dog Friendly San Luis Obispo Pet Friendly San Luis Obispo San Luis Obispo Attractions San Luis Obispo CA Points of Interest San Luis Obispo ATV ATV San Luis Obispo San Luis Obispo Trolley SLO Trolley San Luis Obispo Things to Do this Weekend Events in San Luis Obispo San Luis Obispo Hiking Whale Watching San Luis Obispo Kayaking San Luis Obispo San Luis Obispo Beaches Beaches near San Luis Obispo San Luis Obispo Beach San Luis Obispo Getaway San Luis Obispo Weekend Things to Do in San Luis Obispo This Weekend Hot Air Balloon San Luis Obispo Day Trips fom San Luis Obispo Quarter 1 Quarter 2 Quarter 3 Quarter 4 Fall 2016 Promotion Race SLO / Training in the Off Season Winter 2017 Promotion Summer Holidays in SLO Summer Lovin' 18 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM B MASTER CONTENT CALENDAR: Q3 July August September October November December January February March April May June Seasonal Content/Themes California Wine Month - SLO Wine National Dog Week (last week of Sept)Craft Beer Restaurant Month Valentine's Day/Romance Spring Spring & Pet Friendly Travel Bike Month National Travel & Tourism Month Summer Events Bacon & Barrels SLO (July 15-17) Festival Mozaic Concerts in the Plaza Shakespeare Festival Pride Celebration Cal Poly Student Life Orientation Days Concerts in the Plaza Shakespeare Festival Cal Poly Student Life Orientation Days Concerts in the Plaza Brews & Bites (Sept 3) SLO Ultra (Sept 10) Cow Parade Launch (Sept 17) Cal Poly Week of Welcome (Sept 18-25) Madonna Inn Oktoberfest (Oct 1) Central Coast Railroad Festival (Oct 7- 9) Craft Beer Week (Oct 16-22) Mustang Family Weekend (Oct 20- 23) SLO Gran Fondo (Oct 29-30) Harvest on the Coast (Nov 4-6) Santa's House in Mission Plaza Festival Mozaic (WinterMezzo) SLO Bacon Fest? Holiday in the Plaza Santa's House in Mission Plaza Holiday Train Celebration? Restaurant Month Festival Mozaic (WinterMezzo) Festival of the Arts SLO Film Fest Festival of the Arts Cal Poly Open House SLO Marathon (April 29-30) Eroica Children’s Day in the Plaza SLO Jazz Fest California Festival of Beer Avila Beach Blues Festival Mother's Day (May 14) SLO Train Day Cow Parade Auction Bike Month Cal Poly Graduation Father's Day (June 18) SLO Wine ROTB Barrels in the Plaza Concerts in the Plaza Greek Festival Website Festival Mozaic Music Beaches Bubblegum Alley Trolley Cal Poly Cal Poly Vacation Ideas ATV Family Vacation Idea California Wine Month Wine Tasting Wine Tasting Vacation Idea Cow Parade Labor Day Weekend (Sept 5) Race SLO Shopping Museums SLO Craft Beer Week Beer Tasting Beer Tasting Vacation Idea CP Homecoming Weekend Race SLO Festival Mozaic Winter Getaway Botanical Gardens Weekend Getaway to SLO (New Vacation Idea) Restaurant Month Restaurants Mission Festival Mozaic Festival of the Arts Romantic Getaways Salons and Spas Girls' Weekend SLO Film Fest Hiking Biking Race SLO Eroica Pet Friendly Vacation Idea SLO Jazz Fest Transportation Boat Kayak ROTB Farmers' Market Day Trips ShareSLO Blog Bacon & Barrels in SLO Concerts in the Plaza Farmers' Market SLO in the News Festival Mozaic ATV Adventure in SLO SLO in the News Fall Things to Do Cow Parade Launch Event with Man One Wine Tasting in SLO SLO in the News What CP Loves About SLO Historic Walking Tour Meet the Brewers / SLO Brewery Review SLO Craft Beer Week SLO in the News Things to Do this Winter Harvest on the Coast Holiday Gifts from SLO SLO in the News Things to Do on NYE in SLO Holiday Season SLO in the News Restaurants #ShareSLO Chef Series Tour Mission San Luis Obispo de Tolosa SLO in the News Top Things to Do on Valentine's Day Cow Parade SLO Trail SLO in the News Things to Do this Spring Off the Beaten Path Hiking SLO Film Fest SLO in the News Pet Friendly Attractions Hop on the SLO Trolley Botanical Gardens SLO in the News Car-Free Travel to SLO (Amtrak) Bike Month SLO Jazz Fest Cow Parade SLO in the News Things to Do this Summer Beaches SLO Wine ROTB/Barrels in the Plaza Day Trips SLO in the News Social Media Themes/Campaigns SLO Wine Giveaway CA Wine Month Craft Beer Restaurant Month SLO in Love Arts & Culture?Pet Friendly Bike Month Newsletter CA Wine Month Wine Tasting in SLO Labor Day Weekend Beer Tasting Craft Beer Week Winter Getaway to SLO Restaurant Month SLO in Love Car-Free Travel to SLO Bike Month Promotions Bacon & Barrels / Craft Beer Week in October ROTB / California Wine Month in September Paid Media PR VSLOC Monthly Promotions Culinary Harvest Month Golf and Stay Month Holidays Restaurant Month Month of Love Film & Arts Month Pet-Friendly Month Bike Month National Travel & Tourism Month SLO County Great Outdoors Month CCTC Historic Markers, Buildings and Monuments Month. Concerts in the Plaza overview and preview. Riding the SLO trolley. SLO County Family Travel Tips.CA Wine Month; CowParade begins. Top brewers in SLO; Interesting facts about local cemeteries (for Halloween) Festival Mozaic; Planning your 4-day Thanksgiving weekend in SLO Interview with Mission Santa; New Year's Eve post: Best tings to look forward to in 2017 Best BBQ in town; Hippest restaurants in SLO Best places to propose in SLO. Things to do on a rainy day in SLO SLO Film Fest; SLO skatepark Things to do with a pet; Best bike rides in SLO (pegged to Eroica) CowParade wraps up; Jazz Fest t Visit California Promotions Holidays Restaurant Month National Tourism & Travel Week Keyword Topics CA Wine Month Shopping Events Edna Valley Wineries Museums Edna Valley Wineries Christmas/Holidays Trolley Weekend Getaway Botanical Gardens Christmas/Holidays Restaurants Mission Hiking San Luis Obispo Getaway Spa Romantic Things to Do ATV Biking Hiking Biking Trolley Events Attractions ATV Trolley Events Hiking Whale Watching Kayaking Beaches Getaway Hot Air Balloon Day Trips Top Keywords Beaches Points of Interest Bubblegum Alley Events Things to Do Shopping Trolley ATV Things to Do Bubblegum Alley Labor Day Weekend Attractions/Points of Interest Beaches Shopping in San Luis Obispo Shopping San Luis Obispo San Luis Obispo Events Edna Valley Wineries Edna Valley Winery San Luis Obispo Museums Edna Valley Wineries Edna Valley Winery San Luis Obispo Shopping San Luis Obispo Christmas San Luis Obispo Christmas Parade San Luis Obispo Trolley SLO Trolley Central Coast Getaways Weekend Getaways California Weekend Getaways California Coast San Luis Obispo Botanical Garden Botanial Gardens San Luis Obispo Christmas Lights San Luis Obispo Christmas Parade Restaurant Month San Luis Obispo SLO Restaurant Month Romantic Restaurants in San Luis Obispo San Luis Obispo County Restaurant Month Mission San Luis Obispo San Luis Obispo De Tolosa Mission San Luis Obispo de Tolosa San Luis Obispo Hiking Trails Hikes in San Luis Obispo Best Hikes in SLO Spa San Luis Obispo San Luis Obispo Getaway Romantic Things to Do in San Luis Obispo San Luis Obispo Bachelorette Party Things to Do in San Luis Obispo ATV San Luis Obispo San Luis Obispo ATV Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Hiking Trails Hikes in San Luis Obispo Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Trolley What to do in San Luis Obispo this Weekend San Luis Obispo Events SLO Events Dog Friendly San Luis Obispo Pet Friendly San Luis Obispo San Luis Obispo Attractions San Luis Obispo CA Points of Interest San Luis Obispo ATV ATV San Luis Obispo San Luis Obispo Trolley SLO Trolley San Luis Obispo Things to Do this Weekend Events in San Luis Obispo San Luis Obispo Hiking Whale Watching San Luis Obispo Kayaking San Luis Obispo San Luis Obispo Beaches Beaches near San Luis Obispo San Luis Obispo Beach San Luis Obispo Getaway San Luis Obispo Weekend Things to Do in San Luis Obispo This Weekend Hot Air Balloon San Luis Obispo Day Trips fom San Luis Obispo Quarter 1 Quarter 2 Quarter 3 Quarter 4 Fall 2016 Promotion Race SLO / Training in the Off Season Winter 2017 Promotion Summer Holidays in SLO Summer Lovin' JulyAugustSeptemberOctoberNovember December January February March April May June Seasonal Content/ThemesCalifornia Wine Month - SLO Wine National Dog Week (last week of Sept)Craft Beer Restaurant Month Valentine's Day/Romance Spring Spring & Pet Friendly Travel Bike Month National Travel & Tourism Month Summer Events Bacon & Barrels SLO (July 15-17) Festival Mozaic Concerts in the Plaza Shakespeare Festival Pride Celebration Cal Poly Student Life Orientation Days Concerts in the Plaza Shakespeare Festival Cal Poly Student Life Orientation Days Concerts in the Plaza Brews & Bites (Sept 3) SLO Ultra (Sept 10) Cow Parade Launch (Sept 17) Cal Poly Week of Welcome (Sept 18-25) Madonna Inn Oktoberfest (Oct 1) Central Coast Railroad Festival (Oct 7- 9) Craft Beer Week (Oct 16-22) Mustang Family Weekend (Oct 20- 23) SLO Gran Fondo (Oct 29-30) Harvest on the Coast (Nov 4-6) Santa's House in Mission Plaza Festival Mozaic (WinterMezzo) SLO Bacon Fest? Holiday in the Plaza Santa's House in Mission Plaza Holiday Train Celebration? Restaurant Month Festival Mozaic (WinterMezzo) Festival of the Arts SLO Film Fest Festival of the Arts Cal Poly Open House SLO Marathon (April 29-30) Eroica Children’s Day in the Plaza SLO Jazz Fest California Festival of Beer Avila Beach Blues Festival Mother's Day (May 14) SLO Train Day Cow Parade Auction Bike Month Cal Poly Graduation Father's Day (June 18) SLO Wine ROTB Barrels in the Plaza Concerts in the Plaza Greek Festival Website Festival Mozaic Music Beaches Bubblegum Alley Trolley Cal Poly Cal Poly Vacation Ideas ATV Family Vacation Idea California Wine Month Wine Tasting Wine Tasting Vacation Idea Cow Parade Labor Day Weekend (Sept 5) Race SLO Shopping Museums SLO Craft Beer Week Beer Tasting Beer Tasting Vacation Idea CP Homecoming Weekend Race SLO Festival Mozaic Winter Getaway Botanical Gardens Weekend Getaway to SLO (New Vacation Idea) Restaurant Month Restaurants Mission Festival Mozaic Festival of the Arts Romantic Getaways Salons and Spas Girls' Weekend SLO Film Fest Hiking Biking Race SLO Eroica Pet Friendly Vacation Idea SLO Jazz Fest Transportation Boat Kayak ROTB Farmers' Market Day Trips ShareSLO Blog Bacon & Barrels in SLO Concerts in the Plaza Farmers' Market SLO in the News Festival Mozaic ATV Adventure in SLO SLO in the News Fall Things to Do Cow Parade Launch Event with Man One Wine Tasting in SLO SLO in the News What CP Loves About SLO Historic Walking Tour Meet the Brewers / SLO Brewery Review SLO Craft Beer Week SLO in the News Things to Do this Winter Harvest on the Coast Holiday Gifts from SLO SLO in the News Things to Do on NYE in SLO Holiday Season SLO in the News Restaurants #ShareSLO Chef Series Tour Mission San Luis Obispo de Tolosa SLO in the News Top Things to Do on Valentine's Day Cow Parade SLO Trail SLO in the News Things to Do this Spring Off the Beaten Path Hiking SLO Film Fest SLO in the News Pet Friendly Attractions Hop on the SLO Trolley Botanical Gardens SLO in the News Car-Free Travel to SLO (Amtrak) Bike Month SLO Jazz Fest Cow Parade SLO in the News Things to Do this Summer Beaches SLO Wine ROTB/Barrels in the Plaza Day Trips SLO in the News Social Media Themes/CampaignsSLO Wine Giveaway CA Wine MonthCraft Beer Restaurant Month SLO in Love Arts & Culture?Pet Friendly Bike Month Newsletter CA Wine Month Wine Tasting in SLO Labor Day Weekend Beer Tasting Craft Beer Week Winter Getaway to SLO Restaurant Month SLO in Love Car-Free Travel to SLO Bike Month PromotionsBacon & Barrels / Craft Beer Week in October ROTB / California Wine Month in September Paid Media PR VSLOC Monthly PromotionsCulinary Harvest MonthGolf and Stay Month Holidays Restaurant Month Month of Love Film & Arts Month Pet-Friendly Month Bike Month National Travel & Tourism Month SLO County Great Outdoors Month CCTC Historic Markers, Buildings and Monuments Month. Concerts in the Plaza overview and preview. Riding the SLO trolley. SLO County Family Travel Tips.CA Wine Month; CowParade begins. Top brewers in SLO; Interesting facts about local cemeteries (for Halloween) Festival Mozaic; Planning your 4-day Thanksgiving weekend in SLO Interview with Mission Santa; New Year's Eve post: Best tings to look forward to in 2017 Best BBQ in town; Hippest restaurants in SLO Best places to propose in SLO. Things to do on a rainy day in SLO SLO Film Fest; SLO skatepark Things to do with a pet; Best bike rides in SLO (pegged to Eroica) CowParade wraps up; Jazz Fest t Visit California Promotions Holidays Restaurant Month National Tourism & Travel Week Keyword TopicsCA Wine Month Shopping Events Edna Valley Wineries Museums Edna Valley Wineries Christmas/Holidays Trolley Weekend Getaway Botanical Gardens Christmas/Holidays Restaurants Mission Hiking San Luis Obispo Getaway Spa Romantic Things to Do ATV Biking Hiking Biking Trolley Events Attractions ATV Trolley Events Hiking Whale Watching Kayaking Beaches Getaway Hot Air Balloon Day Trips Top Keywords Beaches Points of Interest Bubblegum Alley Events Things to Do Shopping Trolley ATV Things to Do Bubblegum Alley Labor Day Weekend Attractions/Points of Interest Beaches Shopping in San Luis Obispo Shopping San Luis Obispo San Luis Obispo Events Edna Valley Wineries Edna Valley Winery San Luis Obispo Museums Edna Valley Wineries Edna Valley Winery San Luis Obispo Shopping San Luis Obispo Christmas San Luis Obispo Christmas Parade San Luis Obispo Trolley SLO Trolley Central Coast Getaways Weekend Getaways California Weekend Getaways California Coast San Luis Obispo Botanical Garden Botanial Gardens San Luis Obispo Christmas Lights San Luis Obispo Christmas Parade Restaurant Month San Luis Obispo SLO Restaurant Month Romantic Restaurants in San Luis Obispo San Luis Obispo County Restaurant Month Mission San Luis Obispo San Luis Obispo De Tolosa Mission San Luis Obispo de Tolosa San Luis Obispo Hiking Trails Hikes in San Luis Obispo Best Hikes in SLO Spa San Luis Obispo San Luis Obispo Getaway Romantic Things to Do in San Luis Obispo San Luis Obispo Bachelorette Party Things to Do in San Luis Obispo ATV San Luis Obispo San Luis Obispo ATV Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Hiking Trails Hikes in San Luis Obispo Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Trolley What to do in San Luis Obispo this Weekend San Luis Obispo Events SLO Events Dog Friendly San Luis Obispo Pet Friendly San Luis Obispo San Luis Obispo Attractions San Luis Obispo CA Points of Interest San Luis Obispo ATV ATV San Luis Obispo San Luis Obispo Trolley SLO Trolley San Luis Obispo Things to Do this Weekend Events in San Luis Obispo San Luis Obispo Hiking Whale Watching San Luis Obispo Kayaking San Luis Obispo San Luis Obispo Beaches Beaches near San Luis Obispo San Luis Obispo Beach San Luis Obispo Getaway San Luis Obispo Weekend Things to Do in San Luis Obispo This Weekend Hot Air Balloon San Luis Obispo Day Trips fom San Luis Obispo Quarter 1Quarter 2 Quarter 3 Quarter 4 Fall 2016 Promotion Race SLO / Training in the Off Season Winter 2017 Promotion Summer Holidays in SLO Summer Lovin' 19 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM B MASTER CONTENT CALENDAR: Q4 July August September October November December January February March April May June Seasonal Content/Themes California Wine Month - SLO Wine National Dog Week (last week of Sept)Craft Beer Restaurant Month Valentine's Day/Romance Spring Spring & Pet Friendly Travel Bike Month National Travel & Tourism Month Summer Events Bacon & Barrels SLO (July 15-17) Festival Mozaic Concerts in the Plaza Shakespeare Festival Pride Celebration Cal Poly Student Life Orientation Days Concerts in the Plaza Shakespeare Festival Cal Poly Student Life Orientation Days Concerts in the Plaza Brews & Bites (Sept 3) SLO Ultra (Sept 10) Cow Parade Launch (Sept 17) Cal Poly Week of Welcome (Sept 18-25) Madonna Inn Oktoberfest (Oct 1) Central Coast Railroad Festival (Oct 7- 9) Craft Beer Week (Oct 16-22) Mustang Family Weekend (Oct 20- 23) SLO Gran Fondo (Oct 29-30) Harvest on the Coast (Nov 4-6) Santa's House in Mission Plaza Festival Mozaic (WinterMezzo) SLO Bacon Fest? Holiday in the Plaza Santa's House in Mission Plaza Holiday Train Celebration? Restaurant Month Festival Mozaic (WinterMezzo) Festival of the Arts SLO Film Fest Festival of the Arts Cal Poly Open House SLO Marathon (April 29-30) Eroica Children’s Day in the Plaza SLO Jazz Fest California Festival of Beer Avila Beach Blues Festival Mother's Day (May 14) SLO Train Day Cow Parade Auction Bike Month Cal Poly Graduation Father's Day (June 18) SLO Wine ROTB Barrels in the Plaza Concerts in the Plaza Greek Festival Website Festival Mozaic Music Beaches Bubblegum Alley Trolley Cal Poly Cal Poly Vacation Ideas ATV Family Vacation Idea California Wine Month Wine Tasting Wine Tasting Vacation Idea Cow Parade Labor Day Weekend (Sept 5) Race SLO Shopping Museums SLO Craft Beer Week Beer Tasting Beer Tasting Vacation Idea CP Homecoming Weekend Race SLO Festival Mozaic Winter Getaway Botanical Gardens Weekend Getaway to SLO (New Vacation Idea) Restaurant Month Restaurants Mission Festival Mozaic Festival of the Arts Romantic Getaways Salons and Spas Girls' Weekend SLO Film Fest Hiking Biking Race SLO Eroica Pet Friendly Vacation Idea SLO Jazz Fest Transportation Boat Kayak ROTB Farmers' Market Day Trips ShareSLO Blog Bacon & Barrels in SLO Concerts in the Plaza Farmers' Market SLO in the News Festival Mozaic ATV Adventure in SLO SLO in the News Fall Things to Do Cow Parade Launch Event with Man One Wine Tasting in SLO SLO in the News What CP Loves About SLO Historic Walking Tour Meet the Brewers / SLO Brewery Review SLO Craft Beer Week SLO in the News Things to Do this Winter Harvest on the Coast Holiday Gifts from SLO SLO in the News Things to Do on NYE in SLO Holiday Season SLO in the News Restaurants #ShareSLO Chef Series Tour Mission San Luis Obispo de Tolosa SLO in the News Top Things to Do on Valentine's Day Cow Parade SLO Trail SLO in the News Things to Do this Spring Off the Beaten Path Hiking SLO Film Fest SLO in the News Pet Friendly Attractions Hop on the SLO Trolley Botanical Gardens SLO in the News Car-Free Travel to SLO (Amtrak) Bike Month SLO Jazz Fest Cow Parade SLO in the News Things to Do this Summer Beaches SLO Wine ROTB/Barrels in the Plaza Day Trips SLO in the News Social Media Themes/Campaigns SLO Wine Giveaway CA Wine Month Craft Beer Restaurant Month SLO in Love Arts & Culture?Pet Friendly Bike Month Newsletter CA Wine Month Wine Tasting in SLO Labor Day Weekend Beer Tasting Craft Beer Week Winter Getaway to SLO Restaurant Month SLO in Love Car-Free Travel to SLO Bike Month Promotions Bacon & Barrels / Craft Beer Week in October ROTB / California Wine Month in September Paid Media PR VSLOC Monthly Promotions Culinary Harvest Month Golf and Stay Month Holidays Restaurant Month Month of Love Film & Arts Month Pet-Friendly Month Bike Month National Travel & Tourism Month SLO County Great Outdoors Month CCTC Historic Markers, Buildings and Monuments Month. Concerts in the Plaza overview and preview. Riding the SLO trolley. SLO County Family Travel Tips.CA Wine Month; CowParade begins. Top brewers in SLO; Interesting facts about local cemeteries (for Halloween) Festival Mozaic; Planning your 4-day Thanksgiving weekend in SLO Interview with Mission Santa; New Year's Eve post: Best tings to look forward to in 2017 Best BBQ in town; Hippest restaurants in SLO Best places to propose in SLO. Things to do on a rainy day in SLO SLO Film Fest; SLO skatepark Things to do with a pet; Best bike rides in SLO (pegged to Eroica) CowParade wraps up; Jazz Fest t Visit California Promotions Holidays Restaurant Month National Tourism & Travel Week Keyword Topics CA Wine Month Shopping Events Edna Valley Wineries Museums Edna Valley Wineries Christmas/Holidays Trolley Weekend Getaway Botanical Gardens Christmas/Holidays Restaurants Mission Hiking San Luis Obispo Getaway Spa Romantic Things to Do ATV Biking Hiking Biking Trolley Events Attractions ATV Trolley Events Hiking Whale Watching Kayaking Beaches Getaway Hot Air Balloon Day Trips Top Keywords Beaches Points of Interest Bubblegum Alley Events Things to Do Shopping Trolley ATV Things to Do Bubblegum Alley Labor Day Weekend Attractions/Points of Interest Beaches Shopping in San Luis Obispo Shopping San Luis Obispo San Luis Obispo Events Edna Valley Wineries Edna Valley Winery San Luis Obispo Museums Edna Valley Wineries Edna Valley Winery San Luis Obispo Shopping San Luis Obispo Christmas San Luis Obispo Christmas Parade San Luis Obispo Trolley SLO Trolley Central Coast Getaways Weekend Getaways California Weekend Getaways California Coast San Luis Obispo Botanical Garden Botanial Gardens San Luis Obispo Christmas Lights San Luis Obispo Christmas Parade Restaurant Month San Luis Obispo SLO Restaurant Month Romantic Restaurants in San Luis Obispo San Luis Obispo County Restaurant Month Mission San Luis Obispo San Luis Obispo De Tolosa Mission San Luis Obispo de Tolosa San Luis Obispo Hiking Trails Hikes in San Luis Obispo Best Hikes in SLO Spa San Luis Obispo San Luis Obispo Getaway Romantic Things to Do in San Luis Obispo San Luis Obispo Bachelorette Party Things to Do in San Luis Obispo ATV San Luis Obispo San Luis Obispo ATV Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Hiking Trails Hikes in San Luis Obispo Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Trolley What to do in San Luis Obispo this Weekend San Luis Obispo Events SLO Events Dog Friendly San Luis Obispo Pet Friendly San Luis Obispo San Luis Obispo Attractions San Luis Obispo CA Points of Interest San Luis Obispo ATV ATV San Luis Obispo San Luis Obispo Trolley SLO Trolley San Luis Obispo Things to Do this Weekend Events in San Luis Obispo San Luis Obispo Hiking Whale Watching San Luis Obispo Kayaking San Luis Obispo San Luis Obispo Beaches Beaches near San Luis Obispo San Luis Obispo Beach San Luis Obispo Getaway San Luis Obispo Weekend Things to Do in San Luis Obispo This Weekend Hot Air Balloon San Luis Obispo Day Trips fom San Luis Obispo Quarter 1 Quarter 2 Quarter 3 Quarter 4 Fall 2016 Promotion Race SLO / Training in the Off Season Winter 2017 Promotion Summer Holidays in SLO Summer Lovin' JulyAugustSeptemberOctoberNovemberDecemberJanuary February March April May June Seasonal Content/ThemesCalifornia Wine Month - SLO Wine National Dog Week (last week of Sept)Craft BeerRestaurant MonthValentine's Day/Romance Spring Spring & Pet Friendly Travel Bike Month National Travel & Tourism Month Summer Events Bacon & Barrels SLO (July 15-17) Festival Mozaic Concerts in the Plaza Shakespeare Festival Pride Celebration Cal Poly Student Life Orientation Days Concerts in the Plaza Shakespeare Festival Cal Poly Student Life Orientation Days Concerts in the Plaza Brews & Bites (Sept 3) SLO Ultra (Sept 10) Cow Parade Launch (Sept 17) Cal Poly Week of Welcome (Sept 18-25) Madonna Inn Oktoberfest (Oct 1) Central Coast Railroad Festival (Oct 7- 9) Craft Beer Week (Oct 16-22) Mustang Family Weekend (Oct 20- 23) SLO Gran Fondo (Oct 29-30) Harvest on the Coast (Nov 4-6) Santa's House in Mission Plaza Festival Mozaic (WinterMezzo) SLO Bacon Fest? Holiday in the Plaza Santa's House in Mission Plaza Holiday Train Celebration? Restaurant MonthFestival Mozaic (WinterMezzo) Festival of the Arts SLO Film Fest Festival of the Arts Cal Poly Open House SLO Marathon (April 29-30) Eroica Children’s Day in the Plaza SLO Jazz Fest California Festival of Beer Avila Beach Blues Festival Mother's Day (May 14) SLO Train Day Cow Parade Auction Bike Month Cal Poly Graduation Father's Day (June 18) SLO Wine ROTB Barrels in the Plaza Concerts in the Plaza Greek Festival Website Festival Mozaic Music Beaches Bubblegum Alley Trolley Cal Poly Cal Poly Vacation Ideas ATV Family Vacation Idea California Wine Month Wine Tasting Wine Tasting Vacation Idea Cow Parade Labor Day Weekend (Sept 5) Race SLO Shopping Museums SLO Craft Beer Week Beer Tasting Beer Tasting Vacation Idea CP Homecoming Weekend Race SLO Festival Mozaic Winter Getaway Botanical Gardens Weekend Getaway to SLO (New Vacation Idea) Restaurant Month Restaurants Mission Festival Mozaic Festival of the Arts Romantic Getaways Salons and Spas Girls' Weekend SLO Film Fest Hiking Biking Race SLO Eroica Pet Friendly Vacation Idea SLO Jazz Fest Transportation Boat Kayak ROTB Farmers' Market Day Trips ShareSLO Blog Bacon & Barrels in SLO Concerts in the Plaza Farmers' Market SLO in the News Festival Mozaic ATV Adventure in SLO SLO in the News Fall Things to Do Cow Parade Launch Event with Man One Wine Tasting in SLO SLO in the News What CP Loves About SLO Historic Walking Tour Meet the Brewers / SLO Brewery Review SLO Craft Beer Week SLO in the News Things to Do this Winter Harvest on the Coast Holiday Gifts from SLO SLO in the News Things to Do on NYE in SLO Holiday Season SLO in the News Restaurants #ShareSLO Chef Series Tour Mission San Luis Obispo de Tolosa SLO in the News Top Things to Do on Valentine's Day Cow Parade SLO Trail SLO in the News Things to Do this Spring Off the Beaten Path Hiking SLO Film Fest SLO in the News Pet Friendly Attractions Hop on the SLO Trolley Botanical Gardens SLO in the News Car-Free Travel to SLO (Amtrak) Bike Month SLO Jazz Fest Cow Parade SLO in the News Things to Do this Summer Beaches SLO Wine ROTB/Barrels in the Plaza Day Trips SLO in the News Social Media Themes/CampaignsSLO Wine Giveaway CA Wine MonthCraft BeerRestaurant MonthSLO in Love Arts & Culture?Pet Friendly Bike Month Newsletter CA Wine Month Wine Tasting in SLO Labor Day Weekend Beer Tasting Craft Beer WeekWinter Getaway to SLORestaurant MonthSLO in Love Car-Free Travel to SLO Bike Month PromotionsBacon & Barrels / Craft Beer Week in October ROTB / California Wine Month in September Paid Media PR VSLOC Monthly PromotionsCulinary Harvest MonthGolf and Stay MonthHolidaysRestaurant MonthMonth of Love Film & Arts Month Pet-Friendly Month Bike Month National Travel & Tourism Month SLO County Great Outdoors Month CCTC Historic Markers, Buildings and Monuments Month. Concerts in the Plaza overview and preview. Riding the SLO trolley. SLO County Family Travel Tips.CA Wine Month; CowParade begins. Top brewers in SLO; Interesting facts about local cemeteries (for Halloween) Festival Mozaic; Planning your 4-day Thanksgiving weekend in SLO Interview with Mission Santa; New Year's Eve post: Best tings to look forward to in 2017 Best BBQ in town; Hippest restaurants in SLO Best places to propose in SLO. Things to do on a rainy day in SLO SLO Film Fest; SLO skatepark Things to do with a pet; Best bike rides in SLO (pegged to Eroica) CowParade wraps up; Jazz Fest t Visit California PromotionsHolidaysRestaurant Month National Tourism & Travel Week Keyword TopicsCA Wine Month Shopping Events Edna Valley Wineries Museums Edna Valley Wineries Christmas/Holidays Trolley Weekend Getaway Botanical Gardens Christmas/Holidays Restaurants Mission Hiking San Luis Obispo Getaway Spa Romantic Things to Do ATV Biking Hiking Biking Trolley Events Attractions ATV Trolley Events Hiking Whale Watching Kayaking Beaches Getaway Hot Air Balloon Day Trips Top Keywords Beaches Points of Interest Bubblegum Alley Events Things to Do Shopping Trolley ATV Things to Do Bubblegum Alley Labor Day Weekend Attractions/Points of Interest Beaches Shopping in San Luis Obispo Shopping San Luis Obispo San Luis Obispo Events Edna Valley Wineries Edna Valley Winery San Luis Obispo Museums Edna Valley Wineries Edna Valley Winery San Luis Obispo Shopping San Luis Obispo Christmas San Luis Obispo Christmas Parade San Luis Obispo Trolley SLO Trolley Central Coast Getaways Weekend Getaways California Weekend Getaways California Coast San Luis Obispo Botanical Garden Botanial Gardens San Luis Obispo Christmas Lights San Luis Obispo Christmas Parade Restaurant Month San Luis Obispo SLO Restaurant Month Romantic Restaurants in San Luis Obispo San Luis Obispo County Restaurant Month Mission San Luis Obispo San Luis Obispo De Tolosa Mission San Luis Obispo de Tolosa San Luis Obispo Hiking Trails Hikes in San Luis Obispo Best Hikes in SLO Spa San Luis Obispo San Luis Obispo Getaway Romantic Things to Do in San Luis Obispo San Luis Obispo Bachelorette Party Things to Do in San Luis Obispo ATV San Luis Obispo San Luis Obispo ATV Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Hiking Trails Hikes in San Luis Obispo Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Trolley What to do in San Luis Obispo this Weekend San Luis Obispo Events SLO Events Dog Friendly San Luis Obispo Pet Friendly San Luis Obispo San Luis Obispo Attractions San Luis Obispo CA Points of Interest San Luis Obispo ATV ATV San Luis Obispo San Luis Obispo Trolley SLO Trolley San Luis Obispo Things to Do this Weekend Events in San Luis Obispo San Luis Obispo Hiking Whale Watching San Luis Obispo Kayaking San Luis Obispo San Luis Obispo Beaches Beaches near San Luis Obispo San Luis Obispo Beach San Luis Obispo Getaway San Luis Obispo Weekend Things to Do in San Luis Obispo This Weekend Hot Air Balloon San Luis Obispo Day Trips fom San Luis Obispo Quarter 1Quarter 2 Quarter 3 Quarter 4 Fall 2016 Promotion Race SLO / Training in the Off SeasonWinter 2017 Promotion Summer Holidays in SLO Summer Lovin' 20 Copyright © 2016 - BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM C SLO TBID EVENT STRATEGY DELIVERABLES TO AND FROM SLO TBID SLO TBID-sponsored events must provide the following information to SLO TBID’s marketing agency contact for promotion: • Basic event information, including date, time, attendance expected • Press Release for Chamber use/distribution • Direct contact(s) (email & phone) for any agency questions/needs regarding the event and event promotion • High-resolution vector file logo to be used on SLO TBID collateral, digital campaigns and social media, or where applicable • Photos from past events, if available, and photo release form granting SLO TBID permission to use the photos in all digital and collateral applications • Schedule of event’s promotional tools – including any planned advertisements, e-blasts, social media posts, etc. • A list of event influencers/ambassadors, if applicable, as well as opportunity to interview with one or all for use on SLO TBID digital properties including ShareSLO.com, SanLuisObispoVacations.com, and social media • A database (if available) for one time use to allow the agency to reach out to the intended audience either before or after the event takes place • An agreed upon exclusive promotional opportunity for SLO TBID, i.e. book your hotel in SLO, receive $10 off your ticket • 6-8 tickets for #ShareSLO influencers to attend the event and promote before, during and after Listed items should be provided to the marketing agency before registration and/or ticket sales begin. It is imperative the SLO brand is well ingrained in the event before, during, and after the event takes place. In addition, the event must make the following accommodations to ensure SLO TBID branding: • Space at the event for SLO TBID/#ShareSLO’s Step & Repeat, plus staff person to set up/ tear down • #ShareSLO promotion in social media posts • In exchange for the listed items above, SLO TBID’s marketing agency will provide: • E-blast to promote the event and the exclusive promotional opportunity • Influencer blog(s) and social media post(s) via #ShareSLO • Influencer attendance • Banner ads to promote the event and the exclusive promotional opportunity, for use on event’s owned digital properties • SLO TBID blog on CentralCoast-Tourism.com • Event promotion on San Luis Obispo’s TripAdvisor sponsorship page • Slider image/promotional page on SanLuisObispoVacations.com Tourism Business Improvement District Management Committee Meeting Minutes May 24, 2016 – 3:00pm City Hall PRESENT: N. Patel; Pearce; Harris; Clark; Harden; Ferrari; Cox (BCA) STAFF PRESENT: Molly Cano, Tourism Manager; Maddie Kuber, Tourism Intern BUSINESS ITEMS 1. Cal Poly New Student & Transition Program Molly Cano, Tourism Manager, discussed the feedback from Cal Poly on the exclusivity element within the TBID’s sponsorship commitment to the Cal Poly New Student & Transition Program. The specific counter proposal items included: a. Dates: June 1, 2016 – May 31, 2017 – this captures the current fiscal year the TBID has earmarked the $20,000 and would allow for a full NSTP program cycle b. Original NSTP proposal– we propose this begin Summer 2016 and conclude in the Spring of 2017 c. Exceptions: • NSTP has the ability to seek individual one-time sponsorship from TBID participating hotels for event-specific activities (e.g. hotel sponsorship of Open House) • NSTP will not seek any hotel-type sponsorships for any reason outside of the City of San Luis Obispo during the contract year The committee agreed with the parameters and exceptions and directed staff to move forward with the partnership. 2. Marketing Agency Conflict of Interest Parameters Dave Cox, BCA, presented agency feedback on the potential boundaries that would be mutually set by the TBID and BCA+SG. All committee members offered their insight on the terms of the parameters. It was agreed that BCA+SG would not seek or conduct tourism promotion work with central coast community regions such as Santa Cruz County, Monterey County, and Santa Barbra County, while contracted with the SLO TBID. Staff was directed to work with BCA + SG to produce a draft Memorandum of Understanding that would be presented at a future Board meeting. 3. Marketing Contract Amendments The current marketing contract was presented to the committee and the contract amount and terms were discussed. Recommendation: The committee recommended utilizing $814,500 as thee contract amount for the next 2-year term and recommended the extension of the marketing contract with BCA+SG. 4. New Business Items The next Management Committee meeting will be held on June 28, 2016 at 3:00 pm. Meeting adjourned: 3:45 pm Tourism Business Improvement District Marketing Committee Meeting Minutes June 2, 2016 – 9:00 am BCA PRESENT: Hutton; Walker STAFF PRESENT: Molly Cano, Tourism Manager; Maddie Kuber, Tourism Intern BUSINESS ITEMS 1. Proposal for Sponsorship of the Steelhead Summit Freddy Otte, City Biologist, discussed his need for sponsorship funding for the 2016 Steelhead Summit that is planned to take place in San Luis Obispo. The biggest goal of the conference is to educate members on the health of the steelhead population in are regions, but specifically San Luis Obispo. The conference would bring in visitors from Santa Cruz, Big Sur, Santa Barbara, and Ventura. It is expected to pull 100 attendees mostly from out of the area. The conference will be held midweek during the week of October 20th. The expected cost of the event is $25,000 and the TBID is being asked to fund $3,000-$5,000. Recommendation: The committee recommended funding of the conference in the amount of $3,000 for sponsorship funding. 2. Proposal for the Historical Guided Tour Program Eva Ulz, Curator and Director of the History Center of San Luis Obispo County, presented her need for the sponsorship of the San Luis Obispo historical guided tour program. This sponsorship would aid in the creation of marketing collateral and the work of a local photographer to capture historical sites throughout the county. The TBID is being asked for $7,000. Recommendation: The committee recommended funding in the amount of $6,700 along with photo rights. 3. Marketing Plan Development Shari Clark, BCA, presented the changes that were made to the FY 2016-2017 Marketing Plan. The changes included the addition of SLOMA Creative Communities and Cal Poly New Student & Transition Programs. Additional clauses were included in the Events and Sales sections. Per committee request, the budget layout was also rearranged into a more legible style that included the Description of Activity, the total dollar amount, and the percentage of budget that activity used. Recommendation: The committee recommended the Board adoption of the plan. Meeting was adjourned at 10:07 am 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