HomeMy WebLinkAbout10-12-2016 TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business
ImprovementDistrictBoard
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.
Wednesday, October 12, 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, September 14, 2016
C.2 Smith Travel Report
C.3 Chamber Public Relations Report
C.4 BCA + MatchFire Marketing Report
C.5 Chamber Visitor Center Report
C.6 TOT Report
PRESENTATIONS
1. HOMESTAY PROGRAM UPDATE 15 mins
Xzandrea Fowler, Deputy Director Community Development, will update the TBID on the homestay
program activity.
2. MARKETING AGENCY QUARTER REPORT 15 mins
Representatives from BCA + Matchfire (formerly StudioGood) will present the quarter report for the
marketing activities for the SLO TBID.
3. SLO CHAMBER QUARTER REPORT 15 mins
Representatives from the SLO Chamber will present the quarter report for the contracts with the SLO TBID.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of
public testimony.
1. LIVE CHAT PILOT PROGRAM RESULTS 20 mins
Dusty Colyer-Worth, Visitor Center Manager, will present the final program results of Live Chat for the
Board’s consideration of next steps.
2. SLO TOURISM LOGO MERCHANDISING 10 mins
Management Committee will present the recommendation to partner with the SLO Chamber Visitor
Center on the distribution SLO branded merchandise through a licensing agreement.
3. 2017-19 GOAL SETTING 20 mins
In preparation of the goal setting process for the 2017-19 Financial Plan, the Council asks its advisory
bodies to set forth goals and achievements for Council to consider.
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: September 20, 2016
3. MARKETING COMMITTEE UPDATE – No Meeting
4. PCC UPDATE – Minutes: September 14, 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 October 7, 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.
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, September 14, 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, September 14, 2016 at 10:00 in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Wilkins.
ROLL CALL
Present: Board Members Dean Hutton, Clint Pearce, Pragna Patel-Mueller, LeBren Young-
Harris*, Vice-Chair Nipool Patel, and Chair Matthew Wilkins
*Board Member Young-Harris arrived at 10:06 a.m.
Absent: None
Staff: Tourism Manager Molly Cano, Tourism Intern Katie Conroy, and Deputy City Clerk
Heather Goodwin.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY VICE CHAIR
PATEL, CARRIED 5-0 (BOARD MEMBER YOUNG-HARRIS ABSENT), to approve Consent
Calendar Items C1 through C7.
C1. MINUTES OF REGULAR MEETING ON WEDNESDAY, AUGUST 10, 2016
CARRIED 5-0 (BOARD MEMBER YOUNG-HARRIS ABSENT) to approve the Minutes
of the Tourism Business Improvement District Board of Wednesday, August 10, 2016.
C2. SMITH TRAVEL REPORT
CARRIED 5-0 (BOARD MEMBER YOUNG-HARRIS ABSENT) to approve the Smith
Travel Report.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 14, 2016 Page 2
C3. CHAMBER PUBLIC RELATIONS REPORT
CARRIED 5-0 (BOARD MEMBER YOUNG-HARRIS ABSENT) to approve the
Chamber Public Relations Report.
C4. BCA + MATCHFIRE MARKETING REPORT
CARRIED 5-0 (BOARD MEMBER YOUNG-HARRIS ABSENT) to approve the
BCA+Matchfire Marketing Report.
C5. CHAMBER VISITOR CENTER REPORT
CARRIED 5-0 (BOARD MEMBER YOUNG-HARRIS ABSENT) to approve the
Chamber Visitor Center Report.
C6. TRANSIT OCCUPANCY TAX (TOT) REPORT
CARRIED 5-0 (BOARD MEMBER YOUNG-HARRIS ABSENT) to approve the Transit
Occupancy Tax (TOT) Report.
C7. NOTICE OF UNSCHEDULED VACANCY
CARRIED 5-0 (BOARD MEMBER YOUNG-HARRIS ABSENT) to approve the Notice
of Unscheduled Vacancy of Kimberley Walker.
PRESENTATIONS
1. MARKETING AGENCY MONTHLY REPORT
Board Member Young-Harris arrived at 10:06 a.m.
Representatives from BCA + Matchfire presented an activity report for their monthly
marketing activities over the past month for SLO TBID and responded to Board Member
inquiries.
Public Comments:
Scott Andrews, representing the Jazz Festival, questioned whether their upcoming event in
May 2017 would be able to giveaway the new reusable bags.
---End of Public Comments---
In response to public comment, Tourism Manager Cano stated that the Jazz Festival may be
able to giveaway a small number of the new reusable bags, noting that she would need to
know the quantity a head of time.
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 14, 2016 Page 3
2. CHAMBER MONTHLY REPORT
Molly Kern, Chamber of Commerce Director of Communications and Business Education
presented the public relations activities for the past month, and responded to Board
Member inquiries.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
BUSINESS ITEMS
1. 2015-16 TBID ANNUAL REPORT
Tourism Manager Cano reviewed the draft 2015-16 TBID Annual Report. Explained the
next steps for the report. Stated that the first step is creating a sizzle reel which will be
presented to the Board at its next meeting in October, then the report will be presented to
Council for their approval. Responded to Board Member inquiries.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD
MEMBER PEARCE, CARRIED 6-0 to approve the 2015-16 TBID Annual Report.
2. LODGING LOYALTY PROGRAM UPDATE
Tourism Manager Cano provided an update to the Lodging Loyalty Program. Stated that
there are thirty spots available to sign up for the program. Noted that the public has until
September 30, 2016 to register. Explained that the program is a pilot program. Responded
to Board Member inquiries.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 14, 2016 Page 4
3. 2016-17 EVENT PROMOTION FUNDING RECOMMENDATIONS
Tourism Manager Cano provided an update to the 2016-17 Event Promotional Funding
Recommendations. Noted that there were three events (Roll Out the Barrels, Love SLO,
and Fall Fest) that submitted a funding request in August 2016. Responded to board
member questions
Tourism Manager Cano explained the Roll Out the Barrel event.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY VICE-CHAIR PATEL, SECOND BY BOARD MEMBER
HUTTON, CARRIED 6-0 to approve the funding for the Roll Out the Barrel event in the
amount of $14,250.
Tourism Manager Cano explained the Love SLO event.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
Tourism Manager Cano explained the Fall Fest event.
Public Comments:
Scott Andrews, representing the Jazz Festival, urged the Boards support for the upcoming
Jazz Festival, noting that the festival will increase the number of heads in beds in the City,
and explained that the Jazz Festival can extend more benefits if the funding was at the
$5,000.
---End of Public Comments---
In response to public comment, Chair Wilkins stated that his hotel is sold out the weekend
of the Fall Festival. Explained that he likes the idea of the increase of heads in beds, but
did not think the timing was right due to the festival date. Opined that there would be more
of a benefit if the festival was on another date.
ACTION: MOTION BY VICE-CHAIR PATEL, SECOND BY BOARD MEMBER
HUTTON, CARRIED 6-0 to not allocate funding for the Fall Fest event.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 14, 2016 Page 5
4. BLACK DIAMOND PARTNERSHIP WITH CCTC
Tourism Manager Cano presented the Black Diamond Partnership with CCTC report and
Chamber of Commerce Director of Communications and Business Education Kern
provided a brief explanation of the Chambers contract. Responded to Board Member
inquiries.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY CHAIR
WILKINS, CARRIED 6-0 to approve the participation in the CCTC Black Diamond
contract for UK representation for the Central Coast in the amount of $1200.
TBID LIAISON REPORTS & COMMUNICATION
1. HOTELIER UPDATE
Board Member Patel-Mueller stated that she has not introduced herself as the liaison to her
neighboring hotels. Tourism Manager Cano stated that she would be willing to introduce
her as the neighboring liaison.
Vice-Chair Patel stated that new hotelier Andrew Firestone is getting close to breakin g
ground.
Board Member Harris stated that her management company is breaking ground on the
Spring Hill Suites, a new property in the city.
2. MANAGEMENT COMMITTEE UPDATE – MEETING: AUGUST 18, 2016
Tourism Manager Cano noted that there was an error on this item in the agenda packet
presented. Stated that the Management Committee agenda was included in the agenda
packet instead of the Management Committee minutes. A hard copy of the Management
Committee minutes of August 18, 2016 was distributed to the Board Members. Responded
to Board Member inquiries.
3. MARKETING COMMITTEE UPDATE – MINUTES: SEPTEMBER 8, 2016
Tourism Manager Cano reported on the new reusable bags and the partnership with SLO
Wine, Cowparade and Loyalty Program. Stated that TBID would partner with SLO Wine
for the road show piece to the LA Magazine food event on October 16th in Malibu, Ca.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 14, 2016 Page 6
4. PCC UPDATE – MINUTES: JULY 10, 2016
Vice Chair Wilkins reported on the new features of the SLO Happenings. Tourism
Manager Cano stated that the PCC is working on their strategic plan.
5. VISIT SLO COUNTY UPDATE
Board Member Pearce reported on Visit SLO County (VSLOC). Stated that VSLOC has
finalized their strategic plan. Tourism Manager Cano stated that the marketing committee
will be looking at a new county brand, media plan, and overall marketing plan at its next
marking meeting on October 11th. Announced that the VSLOC will be hosting the Industry
Educational Symposium on October 5th at the Embassy Suites in San Luis Obispo.
6. TOURISM PROGRAM UPDATE
Tourism Manager Cano stated that she is working with the City’s Human Resoure
department on the new Tourism Coordinator position. Announced that TBID Board
Member Walker resigned. Explained the recruitment process for both positions. Reported
on SLO Days, Mustang Way, Cowparade, and CCTC Mid-Year Workshop in Monterey,
Ca.
Meeting updates are as follows: Management Committee (September 20th at 3 p.m.),
Marketing Committee (September 22nd – 10 a.m.), TBID Board meeting (October 12th – 10
a.m.) and Strategic Plan Update (October 20th – 9 a.m. – 4 p.m.)
ADJOURN. ADJOURNMENT
The meeting was adjourned at 11:31 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, October 12, 2016 at 10:00 a.m., in the
Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/2016
STR Report September 2016
Week of August 28 - September 3
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 80.1 69.4 137.96 135.38 110.57 93.96 15.5 1.9 17.7 21.9 3.6 19.7
City of Pismo Beach 68.5 69.5 176.38 163.01 120.86 113.29 -1.4 8.2 6.7 6.6 -0.1 -1.5
City of San Luis Obispo 69.0 66.3 138.30 140.47 95.36 93.16 4.0 -1.5 2.4 2.4 0.0 4.0
Week of September 4 - 10
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 75.0 77.6 143.86 144.06 107.85 111.82 -3.4 -0.1 -3.5 -3.5 0.0 -3.4
City of Pismo Beach 77.3 82.7 173.45 166.43 134.01 137.56 -6.5 4.2 -2.6 -2.7 -0.1 -6.6
City of San Luis Obispo 71.2 80.0 152.97 148.96 108.91 119.21 -11.0 2.7 -8.6 -8.6 0.0 -11.0
Week of September 11 - 17
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 81.2 79.5 139.64 136.15 113.43 108.30 2.1 2.6 4.7 4.7 0.0 2.1
City of Pismo Beach 79.9 83.7 166.79 151.24 133.32 126.52 -4.5 10.3 5.4 5.2 -0.1 -4.6
City of San Luis Obispo 77.8 80.8 151.61 138.39 117.91 111.79 -3.7 9.5 5.5 5.5 0.0 -3.7
Week of September 18 - 24
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 81.4 79.4 142.26 134.06 115.78 106.43 2.5 6.1 8.8 8.8 0.0 2.5
City of Pismo Beach 81.8 85.0 160.31 148.57 131.08 126.35 -3.9 7.9 3.7 3.6 -0.1 -4.0
City of San Luis Obispo 79.0 82.3 142.46 131.27 112.48 107.98 -4.0 8.5 4.2 4.2 0.0 -4.0
Week of September 25 - October 1
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 76.9 76.5 137.86 134.81 105.94 103.08 0.5 2.3 2.8 2.8 0.0 0.5
City of Pismo Beach 80.6 84.0 157.04 145.82 126.63 122.53 -4.0 7.7 3.3 3.2 -0.1 -4.2
City of San Luis Obispo 77.5 79.9 134.93 134.09 104.62 107.17 -3.0 0.6 -2.4 -2.4 0.0 -3.0
September
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 78.5 78.2 140.97 137.18 110.72 107.30 0.4 2.8 3.2 3.2 0.0 0.4
City of Pismo Beach 79.9 83.8 164.74 152.95 131.66 128.24 -4.7 7.7 2.7 2.5 -0.1 -4.8
City of San Luis Obispo 76.3 80.7 145.33 138.13 110.83 111.54 -5.6 5.2 -0.6 -0.6 0.0 -5.6
RevPAR
Current Week - TY vs. LY
Occ %ADR RevPAR
Running 28 Days - TY vs. LY
Current Week - TY vs. LY
Current Week - TY vs. LY
ADR
Occ %RevPAR
ADR RevPAR
ADR
Occ %
Occ %
RevPARADR Percent ChangeOcc %
Current Week - TY vs. LY
Occ %
Current Week - TY vs. LY
RevPARADR
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2016
Media/Community Relations
1. Pitched several attractions and restaurants to Andrew Elkin, managing editor of
enRoute, for his visit to the central coast through the Central Coast Tourism Council.
2. Worked with Harold Brown regarding strategies to capture the attention of music
focused writers interested in covering up-and-coming destinations.
3. Sent press release regarding fall events in the city of San Luis Obispo to regional
outlets.
4. Worked with the Tribune on a story about San Luis Obispo being named the best
college town in America.
5. Pitched the SLO Brew Lofts to Michele Herrmann with Orbitz Travel Blog for her piece
on brewery focused hotels.
6. Coordinated arts focused FAM highlighting the city of San Luis Obispo’s participation in
Cow Parade.
7. Coordinated the San Luis Obispo portion of a CCTC press trip for Daniel Otis, a writer
on assignment with the Toronto Star.
8. Began coordinating destination aspects of upcoming SLO Beer Week FAM.
9. Pitched San Luis Obispo as one of the best places to travel if you love wine to Julia
Malacoff with Brit + Co.
10. Coordinated press trip for Tamara Thiessen, freelance writer on a research trip to San
Luis Obispo.
11. Coordinated press trip for Air New Zeeland inflight magazine, KiaOra, Editor Jenny
Farrell.
12. Coordinated press trip for Karen Asp who will be working with GM on a road trip piece.
13. Pitched China town development to Visit California to be featured in their “what’s new”
round up.
14. Pitched the following ideas to Visit California for their round up of “California fun facts”:
a. Happiest town in America
b. World’s first motel
c. First solar powered movie theater in the US
d. First place to ban smoking
15. Continued to work with the city, Barnett Cox & Associates and StudioGood on overall
tourism marketing campaign including the lodging loyalty program and live chat.
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2016
Media Placements
1. Nine hyper-local Uber services you never knew existed
SF Gate and the San Francisco Chronical article highlights Uber Wine in San Luis
Obispo. The article was picked up by several additional sources including MSN and the
Economic Times.
Unique Visitors Per Month: 12,989,925
Circulation/Audience: 167,602
http://www.sfgate.com/business/article/Nine-hyper-local-Uber-services-you-never-knew-
9200447.php
Economic Times Unique Views: 2,488,505
http://economictimes.indiatimes.com/news/international/business/9-hyper-local-uber-
services-you-never-knew-existed/articleshow/53988932.cms
MSN Unique Views: 137,015,929
http://www.msn.com/en-ae/cars/enthusiasts/here-are-the-craziest-and-most-luxurious-
services-uber-offers-its-users/ss-AAiNfFU?li=BBqrVLO
2. 16 Road Trip-Worthy Central Coast Restaurants
Eater Los Angeles article recommends stopping in San Luis Obispo for Firestone and
Scout on a foodie road trip along the Central Coast.
Unique Visitors Per Month: 223,304
http://la.eater.com/maps/best-restaurants-central-coast-california
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2016
3. Road trips: the best driving holidays in the US, as chosen by the Independent's
travel team
Article by the UK based Independent describes the road trip between San Francisco
and LA, with a stop in “like laid-back San Luis Obispo – the midpoint between LA and
San Fran,” as one of their top driving holidays.
69 million monthly unique users (self-reported)
http://www.independent.co.uk/travel/news-and-advice/road-trip-oregon-portland-seattle-
maine-california-holiday-deals-cheap-flights-car-hire-a7230341.html
4. Video: Inside the great gum wall standoff between Seattle and S.L.O.
LA Times “two-minute video shows how S.L.O.’s wall on Higuera Street, also known
as Bubblegum Alley, has grown since the 1970s (or before) into a beloved (yet revolting)
landmark, its tradition fed by local students.”
Unique Visitors Per Month: 27,286,897
http://www.latimes.com/travel/deals/la-tr-video-gum-walls-20160830-snap-story.html
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2016
5. 9 wines from San Luis Obispo introduce you to a region you should know
Chicago tribune article captures the essence of SLO wine country saying “Things don't
always happen so fast in SLO, and certainly that is part of the area's appeal.”
Circulation/Audience: 384,962
Unique Visitors Per Month: 18,635,624
http://www.chicagotribune.com/dining/drink/sc-san-luis-obispo-wine-food-0826-
20160824-column.html
6. Golden State Nightlife
Visit California features Bike Night and Art after Dark in the story development section of
their industry site.
http://media.visitcalifornia.com/Story-Development/Story-Ideas/Story-
Idea/?id=107075#sthash.P1ghtvgH.mXjGSfgu.dpbs
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2016
7. CowParade comes to San Luis Obispo: Are You Ready to Hit the Cow Trails?
On her site Travelling Well for Less, Deborah Schroder, one of the writers involved in
the Arts FAM trip, shares her experience at CowParade.
Unique Visitors Per Month: 37,000 (self-reported)
http://www.travelingwellforless.com/2016/09/26/cowparade-san-luis-obispo/
8. Family Bike Touring Along the California Coast
LA Streets blogger chronicles his family’s car-free trip along the central coast including
San Luis Obispo as a key train stop and a bike friendly community.
Unique Visitors Per Month: 38,869
http://la.streetsblog.org/2016/09/07/family-bike-touring-along-the-california-coast/
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2016
9. San Luis Obispo ranked ‘Best College Town in America’
The Tribune article highlights San Luis Obispo’s placement at the top of the best college
towns in America list.
Circulation/Audience: 29,353
Unique Visitors Per Month: 539,959
http://www.sanluisobispo.com/news/local/article99380427.html
10. 15 can’t-miss events in SLO County this fall
The Tribune article highlights cultural events featured in the SLO City events press
release.
Circulation/Audience: 29,353
Unique Visitors Per Month: 539,959
http://www.sanluisobispo.com/entertainment/music-news-reviews/article100937167.html
SLOTBID AGENCY REPORT September 2016
HAPPENING NOW
• October Email Newsletter
• Sizzle Reel
• Annual Report to City Council
• SLO Beer Week & Meet the Brewers
Series
• Mustang Family Weekend
• Populating New TripAdvisor Features
• Reusable Totes Redesign
• Refreshed Campaign Ads go live
• Lodging Loyalty Program – Month 1
SLO VACATIONS
• Updated meta-descriptions
• Added Pages
-Festival Mozaic WinterMezzo
-The Butler Hotel
• October Perk Email, focused on Mustang
Family Weekend & Tolosa Tailgate
• Lodging Loyalty Program Announcement
Email
SHARESLO
• CowParadeSLO Launch Event
-Live coverage on Instagram, Twitter,
Facebook & Snapchat
-Captured time-lapse of live painting
& uploaded to social channels
• Interviews and Filming for Meet the Brewers
Series
• Community Blog Posts
-Top Things to Do in SLO this Fall
-Art Bar SLO
-Cal Poly SLO Bucket List
-Off the Beaten Path Wineries in SLO
-SLO in the News: August
SLOTBID AGENCY REPORT September 2016
PARTNERSHIPS
• Cal Poly
-Football Season underway – signage and video at Spanos Stadium
-Fall athletics tickets
• SLO Wine
-Exclusive SLO Wine Perks brochure insert for Lodging Loyalty Program Members
-Cal Poly Football Tolosa Tailgate Party for Lodging Loyalty Program Members
LOOKING AHEAD
• Festival Mozaic WinterMezzo
• LA Magazine’s The Food Event
SLOTBID AGENCY REPORT September 2016
SESSIONS PAGE VIEWS USERS REFERRALS
SanLuisObispoVacations.com 21,944 39,708 17,909
m.facebook.com
slocity.org
facebook.com
GOSLO Mobile Experience 22 64 20
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
3,435
50,121
978,535
11,467
828
6,862
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
22
3,531
710
448
INSTAGRAM
New Followers
Total Followers
Total Reach
Average Reach per post
Total Engagements
#ShareSLO
324
8,390
99,433
2,072
11,071
2,741
YOUTUBE SLO Promo Video 24,428
Report to City of SLO – TBID
Phone Line and Availability Contract
September 2016
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
Sept 2015
Sept 2016
Calls to
1-877-SLO-TOWN
4 13 11 6 23 34
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Sept 2015 Sept 2016
Email Response 8 11 12 9 32 40
Phone Calls to
Hotels
61 68 55 26 120 210
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Sept 2015
Sept 2016
Visitors Served
(Walk-ins)
1,557 1,263 1,634 1,826
6,142 6,280
Farmers’ Market* 500 500 500 500 500 2,500
Hotel Rooms
Referred
480 502
437
254
730 1,673
*estimate without people counter and including a 5th Thursday in the month of September
TOT Comparison
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 Change +/-2015-16 2016-17 Change +/-2015-16 2016-17 Change +/-2015-16 2016-17 Change +/-
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 3.9%88.3 84.7 -4.1 160.52$ 175.36 9.2 141.66$ 148.48 4.8
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ -1.2%84.7 82.6 -2.6 151.23$ 155.11 2.6 128.23$ 128.09 -0.01
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 75.8 137.53$ 104.30$
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 77.9 140.91$ 109.70$
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 64.8 127.19$ 82.40$
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 59.2 117.78$ 69.72$
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 55.2 118.80$ 65.57$
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 66.2 129.14$ 85.53$
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 72.3 131.90$ 95.33$
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 72.6 145.81$ 105.81$
May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 70.7 145.55$ 102.93$
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 78.9 $160.81 126.91$
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 1,642,623$ 72.22 138.93$ 101.51$
7,186,067$
Occupancy ADR RevPAR
Figures from Smith Travel Research report
* August TOT total missing one lodging property contribution
SLO Tourism Logo Use & Merchandising
Why:
The TBID is focused on building the awareness and recognition of the City’s tourism logo as a
represented mark for San Luis Obispo. Over the past few years, the Visitors Center has developed a
retail outlet in the center. Its become a go to source for San Luis Obispo merchandise and products.
What:
Establish a mutually beneficial partnership with the TBID & Chamber. The City of SLO will grant
permission to the SLO Chamber to design, purchase, and sell merchandise with the City’s tourism logo in
the Visitor Center.
Parameters:
The agreement will be in the form of a license to use the logo for specified purposes – namely,
for use on promotional retail merchandise such as shirts, bags, hats, etc.
The City would like the opportunity to review and approve all designs utilizing the TBID’s logo to
ensure that it conforms to the TBID’s and City’s mission.
No modifications to the logo would be allowed without the City’s prior written consent.
Merchandise containing the logo through this agreement may only be sold at the Chamber’s
visitor center/ booths or with written approval from the City.
The license would be for a term of one year and would be otherwise terminable at will and upon
limited notice (i.e. ten days).
The Chamber would be allowed to sell any existing inventory after termination.
The City would like to the right to place orders of any such merchandise and pay wholesale cost.
The City would warrant that it owns the logo and that the logo doesn’t infringe on any
trademarks.
Chamber would need to indemnify the City for any liability associated with the sale of any
merchandise, including any product defect claims.
Financial Impact:
No financial impact to the TBID for this partnership. The Chamber would be responsible for purchasing
and storing the merchandise and the Chamber would retain the revenue garnered through the sales.
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Proposed Major City Goals for 2015-17
Background
The Tourism Business Improvement District (TBID) board reviewed its 2013-15
goals and felt that they were still valid. The board recommended some updates
and additions and the members hope that some of the goals will make it into the
2015-17 work program to improve the visitor experience in San Luis Obispo. The
TBID board did not weigh its goals, keeping them all equally important.
Goals
San Luis Obispo Events
Continue to develop a process to make event organization and permitting
easy, cost effective, and user friendly. As a City embrace and facilitate
events as much as possible.
SLO Airport
Support the San Luis Obispo Airport in its efforts to keep airline services in
town and assist with marketing efforts to bring visitors to San Luis Obispo
by plane. Encourage the upgrade of the arrival area in the airport as well
as the expansion of the regional airport.
Establish a City shuttle service to outer areas (LOVR, Madonna, Airport)
as well as the train station to facilitate visits to Downtown San Luis
Obispo.
Increase funding for the Promotional Coordinating Committee in its efforts
to promote cultural, recreational, and social events that bring and keep
tourists in San Luis Obispo. Consider establishing a correlation between
PCC funding and TOT collection.
Beautification of City Gateways and the City’s downtown core and
continue the implementation of the wayfinding sign program ie.
Monument/entrances, plant fountain
Enhance security relative to transient populations throughout the City so
residents and tourists can feel safe while enjoying activities in San Luis
Obispo.
Increase emphasis on making the City more bike and pedestrian friendly
and completion of the Bob Jones bike path as a connection between San
Luis Obispo and the beach.
Tourism Business Improvement District
Management Committee
Meeting Minutes
September 20, 2016 – 3:00 pm
SLO Chamber Office
895 Monterey Street, San Luis Obispo
PRESENT: Clint Pearce, LeBren Harris, Nipool Patel, Dusty Colyer-Worth, Molly Kern, Shari Clark,
Charlotte Ferrari, Chelsea Harden
STAFF PRESENT: Molly Cano, Tourism Manager, Katie Conroy, Tourism Intern
BUSINESS ITEMS
1. Live Chat Program
The Management Committee was briefed by the Chamber of Commerce and MatchFire regarding
key performance indicators of the Live Chat Program. Only four guests initiated the 2,656 chats
that have taken place. Of those chats, 122 were marked as “completed”, or having an average
length of 40 seconds. 75% of users marked the chat as “good” by giving it a thumbs up, and those
who clicked the thumbs down button, marking their overall experience as “bad”, did not
participate in the chat. Of the 122 chats, 30% were hotel-related questions, 38% were area-
related questions, 29% were itinerary- related questions on specific activities, and 3% were
solicitations. The longest chat was a guest looking for senior-focused activities; this chat was over
three minutes in length. At the October Board meeting, the Board will consider continuing Live
Chat for one month to observe progress, or continue the program for a full year, or to not proceed
with the program.
2. SLO Tourism Logo Merchandising
Staff presented the opportunity for the merchandising of the SLO tourism brand through the
Visitor Center. The TBID is focused on building awareness and recognition of the City’s tourism
logo as a represented mark for San Luis Obispo. There is no financial impact to the TBID for this
partnership; the Chamber would be responsible for purchasing and storing the merchandise and
the Chamber would retain the revenue garnered through the sales. This agreement would be in the
form of a license to use the logo for specified purposes. The committee recommends to move
forward with the Merchandising agreement with Clint’s abstention.
Recommendation: The committee recommends to move forward with the Merchandising
agreement with Clint’s abstention.
3. Tourism Trends in SLO
The committee discussed the recent trends in visitor data from the STR Reports for the last six
months. There has been a drop in occupancy, with growth in ADR. Staff indicated the potential
impact to the 2016-17 TBID program budget. Staff also directed concerns of losing possible
market share, and being inconsistent with competitive markets.
4. Staffing Update
The Tourism Coordinator position was posted on September 21 and applications are due October
19. Up to ten applicants will be selected for an in-person interview.
5. Strategic Plan Update
The Board will meet with Corragio on October 20, 9 a.m. to 4 p.m., at the Hampton Inn, for a
Strategic Plan Update Workshop.
6. New Business Items
a. Committee Discussion
b. Future Agenda Items
c. Next Meeting Date: October 25 at 3:00 pm
Meeting was adjourned at 4:01 pm.
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, September 14, 2016
Regular Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Regular Meeting of the Promotional Coordinating Committee was called to order on
Wednesday, September 14, 2016 at 5:32 pm in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Roberson.
ROLL CALL
Present: Committee Members, Daniel Levi, Deoborah Lewis, Patricia Loosley, Sasha Palazzo,
Matthew Wilkins (arrived 5:38),Vice-Chair Jill LeMieux, and Chair Stephanie Roberson
Absent: None
Staff: Tourism Manager Molly Cano and Assistant City Clerk John Paul Maier
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE MEMBER
LEVI CARRIED 6-0 to approve the Consent Calendar Items C.1-C.8.
C.1 Minutes of the Meeting on August 10, 2016
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 SLO Happenings Technology Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of September 14, 2016 Page 2
C.8 TOT Report
PRESENTATIONS
1. CHAMBER MONTHLY REPORT
Molly Kern of the Chamber of Commerce, reported on several types of public relations,
highlighting Tim Richard’s road trip and his publication entitled, “San Luis Obispo: The
Perfect Pit Stop on your California Road Trip.” Ms. Kern spoke about two publishers, Thrillist
and Elite Daily, noting high circulation for their articles related to attractions in the town.
BUSINESS ITEMS
1. PCC COMMITTEE STRATEGIC PLAN PROPOSAL REVIEW
Due to a conflict of interest, Committee Member’s Levi, Palazzo, and Roberson recused
themselves, noting their employment with Cal Poly San Luis Obispo.
Tourism Manager reported that one proposal was received by the deadline for the development
of the PCC Strategic Plan.
By majority, the Committee directed Tourism Manager Cano to extend the deadline for
additional proposals for the Strategic Plan, noting that future applicants shall submit their
proposals by the November meeting, emphasizing that applicants are to provide a full report
with greater details in their submissions.
Tourism Manager Cano stated that she will reach out to potential candidates to seek additional
proposals for the Committee’s approval.
2. 2016-17 EVENT PROMOTION FUNDING RECOMMENDATIONS
Tourism Manager Cano presented an Excel spreadsheet entitled, “Event Promotion
Sponsorship 2016-17,” and further reported funding for various community events. Tourism
Manager Cano spoke about the event, Roll Out the Barrels and noted that there was a decrease
in ticket sales this year and highlighted that the event was extended to increase the number of
vendors.
MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY LEWIS, CARRIED 7-0
to approve the recommendations for the 2016-17 Annual Event Promotion Sponsorship,
endorsing funding for the following events: 1) $3,750 to Roll Out the Barrels Weekend 2)
$4,250 to Love SLO 3) $1,000 to Fall Fest.
DRAFT Minutes – Promotional Coordinating Committee Meeting of September 14, 2016 Page 3
PCC LIAISON REPORTS & COMMUNICATION
1. GIA UPDATE
Committee Member Loosley reported on the GIA event Central Coast Shakespeare Festival and
noted that there was expanded outreach, percentage of sales increased by 18%; and there was
collaboration with the SLO Academy Members regarding the GIA Update.
2. TBID BOARD REPORT – TBID MINUTES: AUGUST 10, 2016
Committee Member Wilkins requested for Tourism Manager Cano to provide the report. Mrs. Cano
reported that emails have been sent to over 1300 Cal Poly parents to encourage an extended stay to
San Luis Obispo through the Lodging Loyalty Program, highlighting incentives as a part of their visit.
Mrs. Cano stated that the launch of the outreach took place on September 1, 2016. The TBID annual
report will be presented to the City Council on October 18, 2016.
3. TOURISM PROGRAM UPDATE
Tourism Manager Cano reported that she is working on the process of recruitment for a Tourism
Coordinator. Tourism Manager Cano announced the Cow Parade to be held on September 17,
2016.
ADJOURN. ADJOURNMENT
The meeting was adjourned at 6:27 p.m. The next Regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, October 12, 2016 at 5:30 p.m., in the
Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2016