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Home My WebLink About06-08-2016 TBID Minutes Minutes Tourism Business Improvement District Board Wednesday, June 08, 2016 Regular Meeting of the Tourism Business Improvement District Board CALL TO ORDER A Regular Meeting of the Tourism Business Improvement District Board was called to order on Wednesday, June 8th, 2016 at 10:00 a.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Matthew Wilkins. ROLL CALL Present: Board Members Dean Hutton, Clint Pearce, LeBren Young-Harris, Vice-Chair Nipool Patel (arrived 10:05), and Chair Matthew Wilkins. Absent: Pragna Patel-Mueller and Kimberly Walker Staff: Tourism Manager Molly Cano, Tourism Intern Maddie Kuber, and Recording Secretary Kevin Christian. PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. CONSENT AGENDA ITEMS C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, MAY 11, 2016 ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER HUTTON, CARRIED 4-0, to approve the Minutes of the Tourism Business Improvement District Board meeting on May 11, 2016. C2. SMITH TRAVEL REPORT By consensus, the Board directed staff to receive and file the Smith Travel Report. C3. CHAMBER PUBLIC RELATIONS REPORT By consensus, the Board directed staff to receive and file the Chamber Public Relations Report. C4. BCA + STUDIOGOOD MARKETING REPORT By consensus, the Board directed staff to receive and file the BCA + StudioGood Marketing Report. Tourism Business Improvement District Board Minutes of June 8th, 2016 Page 2 C5. CHAMBER VISITOR CENTER REPORT By consensus, the Board directed staff to receive and file the Chamber Visitor Center Report. C6. TOT (TRANSIENT OCCUPANCY TAX) REPORT By consensus, the Board directed staff to receive and file the Transient Occupancy Tax Report. PRESENTATIONS 1. MARKETING AGENCY MONTHLY UPDATE Representative from BCA + StudioGood presented upcoming events, reported on partnership activity, specifically reviewing work with the San Luis Obispo Wine Country Association and the upcoming Bacon and Barrels event, reviewed the May metrics for sanluisobispovacations.com, #ShareSLO, and various social media, commenting that referrals and organic traffic are trending upward, along with noting high growth for Instagram. 2. PUBLIC RELATIONS MONTHLY REPORT Molly Kern, Chamber of Commerce Director of Communications and Business Education, noted the following past month highlights support the “hub and spoke” marketing focus which the Chamber stresses. San Luis Obispo was featured in the Lonely Planet list of the top 25 things to do in California, specially noting the Amtrak Surfliner trips; San Luis Obispo is #18 on Thrillist Travel “25 Best Small US Cities To Spend The Weekend” listing, noting the millennial demographic target market; and a Gear Patrol piece titled “72 hours in San Luis Obispo County”. 3. VISIT SLO COUNTY (VSLOC) ANNUAL UPDATE Chuck Davison from VSLOC presented an update on the Countywide Tourism Marketing District (TMD) activities, including a report on the American Airlines, American Way magazine partnership, an update on the VSLOC consumer research initiative and benchmark development for their strategic plan, and highlighted a Visit California sponsored trip to China. Tourism Business Improvement District Board Minutes of June 8th, 2016 Page 3 BUSINESS ITEMS 1. PRESENTATION OF THE 2016-17 MARKETING PLAN Shari Clark, Account Executive BCA + Studio Good, presented the Marketing Plan for fiscal year 2016-17. Past plan highlights and new components were reviewed. It was noted that two new promotions similar to the “Rainy Day” campaign will be included for 2016-17, that expansion of video for paid media is a 2016-17 plan focus, and automation for digital and social media marketing are being planned. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HUTTON, CARRIED 5-0, to approve the 2016-17 Marketing Plan as presented. 2. 2016-17 CONTRACTOR WORK SCOPES & AGREEMENTS TERMS The Board reviewed the 2016-17 contractor and partner work scopes for approval contingent upon City Council’s approval of the TBID operating program budget, and the Management sub-Committee presented their recommendation for the 2-year extension of the marketing contract with BCA + Studio Good. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS, CARRIED 4-0-1 (Pearce abstained), to approve the scope of work for the Chamber of Commerce as presented. ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY VICE CHAIR PATEL, CARRIED 5-0, to approve the scope of work for the San Luis Obispo Wine Country Association as presented. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER PEARCE, CARRIED 5-0, to approve a two year extension of the BCA + StudioGood contract. 3. MARKETING AGENCY CONFLICT OF INTEREST PARAMETERS Tourism Manger Cano reviewed the conflict of interest parameters presented in a letter of agreement from the marketing agency. By consensus the TBID Board directed staff to receive and file the letter of agreement from BCA + StudioGood outlining competing business parameters. Tourism Business Improvement District Board Minutes of June 8th, 2016 Page 4 4. 2016-17 EVENT PROMOTION FUNDING RECOMMENDATIONS Marketing sub-committee member Hutton reviewed the proposed 2016-17 Annual Event Promotion Sponsorship. Each item was discussed by the Board with germane details noted below. Public comment was called for on each item with none being offered. SLO Jazz Festival ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER HUTTON, CARRIED 5-0, to approve $15,000 in funding for the SLO Jazz Festival through in-kind marketing support. Earth Day Food and Wine Festival ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HUTTON, CARRIED 5-0 to approve $15,000 in funding for the Earth Day Food and Wine Festival. Festival Mozaic WinterMezzo Chamber Music Series The Board discussed that the recommended funding is incentive based. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER PEARCE, CARRIED 5-0 to approve $5,000 in funding for the Festival Mozaic WinterMezzo Chamber Music Series through an incentive program. Roll Out the Barrels Weekend No funding was allocated at this time. A funding recommendation will be developed following the scheduled 2016 event being held later this month. San Luis Obispo International Film Festival Tourism Manager Cano reviewed past event sponsorship conflict concerns, and the Board discussed that the specific sponsorship funding for this event is to be focused on out of the area advertising and the hosting of the VIP tent. ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER HUTTON, CARRIED 5-0, to approve $23,500 in funding for the San Luis Obispo International Film Festival. SLO Craft Beer Festival The Board discussed that the funding amount will be in-kind advertising through BCA+ Studio Good. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS, CARRIED 4-0-1 (Pearce abstained), to approve $9,000 in funding for the SLO Craft Beer Festival. Tourism Business Improvement District Board Minutes of June 8th, 2016 Page 5 SLO Marathon + Half The Board discussed the decline in attendance for the event, the general demographics of the event attendees, and that the recommended funding is to be used for out of the area promotion and the establishment of a medical conference in conjunction with the race. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HUTTON, CARRIED 4-0-1 (Pearce abstained), to approve $15,000 in funding for the SLO Marathon + Half. Sustainable Agriculture Exposition Tourism Manager Cano noted that this is a new event for TBID promotion, reviewed the event’s subject and target demographic, and stressed the timing of the event. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS, CARRIED 4-0-1 (Pearce abstained), to approve $10,000 in funding for the Sustainable Agriculture Exposition. 5. MARKETING COMMITTEE RECOMMENDATIONS Tourism Manager Cano reported on the two promotion requests presented to the TBID Marketing sub-committee and their funding recommendations. Steelhead Summit It was reported that the Steelhead Summit focuses on technical education regarding the restoration and recovery of Steelhead fish habitat. The event is planned to be held mid- week, the week of October 20, 2016. ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER HUTTON, CARRIED 5-0, to approve $ 3,000 in funding for the Steelhead Summit. History Center’s Historical Guided Tour Program A brief review of the History Center’s past request for funding for this program and subsequent denial by the TBID Board was presented, followed by an explanation of how the new request conforms to the TBID Board directions following the past denial. ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY VICE CHAIR PATEL, CARRIED 5-0, to approve $ 6,700 in funding for History Center’s Historical Guided Tour Program. 6. 2016-17 BUDGET AMENDMENTS Tourism Manager Cano reviewed the remainder of the current year budget and presented recommendations for budget amendments for fiscal year 2016-17. Tourism Business Improvement District Board Minutes of June 8th, 2016 Page 6 ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS, CARRIED 5-0, to approve payment from the current budget for the RaceSLO Arch at $5,000, for the Chamber of Commerce Media Monitoring Service fee of $8,000, for the CCTC membership of $1,000, for the Smith Travel Report of $1,500, for the SLO Wine Country partnership of $18,000, and for the Strategic Plan Update of $8,000. TBID LIASON REPORTS & COMMUNICATION 1. HOTELIER UPDATE No further report 2. MANAGEMENT COMMITTEE UPDATE No further report 3. MARKETING COMMITTEE UPDATE No further report 4. PCC UPDATE None at this time. 5. VISIT SLO COUNTY UPDATE No further report 6. TOURISM PROGRAM UPDATE Tourism Manager Cano thanked Tourism Intern, Mattie Kuber, for her service and offered congratulations on her upcoming graduation. It was noted that a new intern, Katie Conroy, has been hired for the summer school quarter. She reviewed that the TBID Intern position will be considered by the City Council at their June 14, 2016, meeting, that there will be a TBID Management sub-committee meeting on June 28, 2016, and that the TBID program allocations at the City Council meeting on July 12, 2016. ADJOURNMENT The meeting was adjourned at 12:03 p.m. The next Regular TBID meeting is scheduled for Wednesday, July 13, 2016 at 10:00 a.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: 07/13/2016