The URL can be used to link to this page

Home My WebLink About10-18-2016 Item 01 2015-16 Annual Report of the Tourism Business Improvement District Meeting Date: 10/18/2016 FROM: Derek Johnson, Assistant City Manager Prepared By: Molly Cano, Tourism Manager SUBJECT: 2015-16 ANNUAL REPORT OF THE TOURISM BUSINESS IMPROVEMENT DISTRICT RECOMMENDATION As recommended by the Tourism Business Improvement District (TBID) Board: 1. Receive and approve the Tourism Business Improvement District (TBID) Board’s 2015-16 annual report; and 2. Adopt a resolution of intention to levy and collect assessments within the TBID area in fiscal year 2016-17 at the same rate as in fiscal year 2015-16. DISCUSSION Background In June 2008, the Council adopted Ordinance No. 1517 establishing a tourism business improvement district as requested by the local lodging industry. The district was formed under the State’s Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets and Highways Code and codified into the City’s Municipal Code under Chapter 12.42. Pursuant to Municipal Code Section 12.42.060 and Sections 36530 and 36533 of the State’s Parking and Business Improvement Law, the appointed TBID Advisory Board is to submit an annual report (Attachment A) that outlines the past year’s efforts and how the funding was used and to what effect. Section 36534 further requires that after the approval of the annual report, the Council shall adopt a resolution of intention (Attachment B) to levy an annual assessment for that fiscal year. The resolution also sets a public hearing in order to receive any written or oral protests against the continuation of the district as required by the applicable statute. Annual Report On September 14, 2016, the TBID Board met in its regular monthly meeting to finalize the 2015- 16 annual report (Attachment C). Public noticing for the TBID Advisory Board meeting was performed through the posting of the agenda on the City’s website and in the kiosk in front of City Hall by 5:00 pm on September 9, 2016. For convenience, the agenda was also distributed to TBID constituents and stakeholders via email. The annual report reiterates the use of the TBID funds within the defined marketing platform that guides the strategy used to deliver on the TBID’s objective and goals. The report content includes: 1 Packet Pg. 9 1. TBID Background and Advisory Body 2. 2015-16 Year by the Numbers 3. Strategic Plan Implementation and Program Approach 4. 2015-16 Summary of Activities 5. 2015-16 Financial Statement 6. Looking Ahead to 2016-17 7. Charts and Graphs showing various results Next Steps Should the City Council approve the annual report and adopt the resolution of intention, a p ublic hearing will be noticed for November 1, 2016. The public hearing will allow hoteliers to submit comments, voice concerns, and protest the assessment. As set forth in Sections 36524 and 36525 of the California Streets and Highways Code, the Council has the ability to continue the proposed citywide TBID at this public hearing, unless oral or written protests are received from City hoteliers that pay 50% or more of the proposed assessments. In that event, the Council cannot consider continuation of the TBID in the City of San Luis Obispo for at least one year. Noticing Schedule Legal notices regarding the City Council’s review and approval of the TBID annual report were sent to TBID properties on Friday, October 7, 2016. For convenience, the link to t he agenda was also distributed to TBID constituents and stakeholders via email. FISCAL IMPACT The current unaudited year-end TBID revenues for 2015-16 are $1,432,000, which is approximately $62,000 more than the budgeted amount. In 2016-17, the TBID projected revenue is $1,434,000 and is budgeted for program costs including staffing. Approximately $28,680 is budgeted to cover the City’s administrative costs associated with collecting and disbursing the assessment. ALTERNATIVES The City Council may choose to not approve the report or levy the assessment. This action is not recommended as the advisory body has fully reviewed the report and recommended the approval to City Council in order to move forward with the Public Hearing for the Tourism Business Improvement District. Attachments: a - 2015-16 Annual Report Draft b - Resolution of Intention c - 09-14-2016 TBID Minutes Draft 1 Packet Pg. 10 SLO TBID ANNUAL REPORT 2015-2016 1.a Packet Pg. 11 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 2 SLO TBID Annual Report 2015-16 A Letter from the Chair A LETTER FROM THE CHAIR The Tourism Business Improvement District (TBID) led the San Luis Obispo lodging community to a banner year in 2014-15, recording a 12 percent increase in transient occupancy tax collection (TOT) over the previous year. That was a not an easy act to follow, but I am pleased to report that the final tally for 2015-2016 did not disappoint, again showing strong growth with a 5.2 percent gain in TOT. While occupancy did tick down slightly from last year’s peak, the average daily rate went up by 7 percent for a 5.4 percent gain in revenue per available room (RevPAR). The TBID Board continues to follow the road map laid out in our 5-year Strategic Clarity Plan. Guided by these principles, we have improved focus on our mission and increased efficiency in our efforts. We have streamlined and simplified the criteria for which events we sponsor and what trade shows in which we participate, all leading to the best possible use of our dollars for maximal impact and reach. The TBID Board is made up of a diverse group of hoteliers that represents the spectrum of properties in our community. We have added some new faces in the past year, and the fresh perspectives they have brought with them has been a great benefit. We are also fortunate to have our efforts bolstered by a very driven staff working side by side with our team of adept marketers from Barnett Cox & Associates (BCA) and Matchfire (formerly StudioGood). With all of these elements in place, we have been able to achieve a long list of accomplishments, the highlights of which include the creation and launch of a new responsive website, new videos and a host of other digital assets. Our efforts did not go unnoticed, as we have been recognized by Visit California for Best Overall Marketing Program as well as being emulated by our neighbors. As we look forward into the next few years, we feel we are extremely well positioned to give us the best chance at continued success. We have strengthened our strategic partnerships with the Chamber of Commerce to spread our message and the newly formed county-wide Tourism Marketing District (TMD) entity Visit San Luis Obispo County to help us tap new markets from Seattle to China. We are also excited about the growth of our constituency, from the incorporation of licensed Home-Stays to new hotels downtown. The TBID Board would like to express our gratitude to the City Council for its continued support. Sincerely, Matthew Wilkins Sands Inn & Suites SLO TBID Board Chair 1.a Packet Pg. 12 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 3 SLO TBID Annual Report 2015-16 Table of Contents TABLE OF CONTENTS Background on TBID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Background ............................................4 Advisory Body ..........................................4 Advisory Body Bylaws ...................................5 2015-16 Year By the Numbers (TOT) . . . . . . . . . . . . . . . . . . .6 Strategic Plan Implementation Year & Program Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 TBID Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Snapshot of the Progress ................................8 Branding ...............................................8 Digital .................................................10 Digital & Print Media ....................................13 Social .................................................14 Public Relations ........................................17 Tradeshows ............................................19 Special Promotions ....................................20 Guest Services .........................................21 Strategic Partnerships .................................22 Event Promotion ......................................23 Industry Relations .....................................24 2015-16 Financial Statement . . . . . . . . . . . . . . . . . . . . . . . . .25 Income ...............................................25 Expenditures ..........................................26 Looking Ahead to 2016-17 . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 TOT Chart 2015-16 .....................................28 TOT Month to Month 2015-16 ...........................28 OCC Month to Month 2015-16 ...........................29 ADR Month to Month 2015-16 ...........................29 RevPar Month to Month 2015-16 .........................30 1.a Packet Pg. 13 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 4 SLO TBID Annual Report 2015-16 Background on TBID BACKGROUND ON TBID BACKGROUND In June 2008 the City Council adopted Ordinance 1517 establishing the tourism business improvement district (TBID) in the City of San Luis Obispo as requested by the local lodging industry. The assessment of two percent of gross receipts for the district became effective on October 1, 2008 and the use of funds was defined in Section 12.42.030 of the Municipal Code as follows: “This ordinance is made and enacted pursuant to the provisions of the Parking and Business Improvement Area Law of 1989 (Sections 36500 et. seq., of the California Streets and Highways Code). The purpose of forming the district as a business improvement area under the Parking and Business Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and programs promoting tourism which will benefit the operators of hotels in the district through the promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination.” ADVISORY BODY The use of the assessment fund is based on the recommendation of the Tourism Business Improvement District advisory board that is staffed by City of San Luis Obispo hotel owners, operators, and/or managers. The board members are appointed by the City Council and serve for an initial term of four years with the opportunity to serve second term for a maximum of eight years. 2015-16 ADVISORY BOARD NAME PROPERTY TERM Dean Hutton Apple Farm 3/31/17 2nd term Kimberly Walker Granada Inn 3/31/17 2nd term LeBren Harris Hampton Inn 3/31/17 Nipool Patel (Past Chair)Lamplighter Inn & Suites 3/31/20 2nd term Pragna Patel-Muller Lexington Inn 3/31/19 Clint Pearce Madonna Inn 3/31/19 2nd term Matthew Wilkins (Chair)Sands Inn & Suites 3/31/20 2nd term 1.a Packet Pg. 14 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 5 SLO TBID Annual Report 2015-16 ADVISORY BODY BYLAWS In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further defined its role and functions as: The functions and duties of the TBID Board shall include, but not be limited to, the following: A. Planning a comprehensive program to promote tourism to the City of San Luis Obispo and prepare an annual marketing program consistent with industry goals and objectives. B. Develop advertising and promotional programs and projects to benefit the lodging industry in San Luis Obispo. C. Present an annual assessment report to the City Council regarding the implemented promotional programs and projects. D. Perform any other lawful tasks as directed by the Council. The Board meets monthly on the second Wednesday at 10 a.m. for its regular board meeting. In 2015-16, the Board met in 12 regular monthly meetings. Additionally, based on the implementation of the TBID 5-year Strategic Plan, the board divided into two standing subcommittees. The Management Committee and the Marketing Committee each made up of the three board members. The Marketing Committee members also serve on the joint Event Promotion Committee with three members of the Promotional Coordinating Committee to consider event sponsorship commitments. In order to keep the lodging constituency abreast of all TBID business, the Board is assigned properties to laisse. Each board member is responsible for communication with his/her respective group of hotels. The Board Chair and staff continue to visit all properties at least once a year to personally bring TBID updates and marketing opportunities to each property. An example of the focused communication and outreach by the Board liaisons during the year was the launch of the new TBID website in October followed by the Helium booking solution in early 2016. In 2015-16, the TBID Board also hosted a member appreciation event in partnership with Cal Poly Athletics. Background on TBID 1.a Packet Pg. 15 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 6 SLO TBID Annual Report 2015-16 2015-16 Year by the Numbers 2015-16 YEAR BY THE NUMBERS The 2015-16 fiscal year produced moderate growth in the tourism industry in San Luis Obispo. The City collected over $7.1 million dollars (+5.2%) in transient occupancy tax (TOT) – the largest collection ever recorded for the City of San Luis Obispo. The collections met the City’s forecasted and budgeted growth of 5% which is contributed directly into the City’s General Fund. However, based on the Smith Travel Research (STR) reports, the occupancy rate in the City decreased by an annual average of 1.5%. Occupancy remained consistently the highest during the summer and fall months between June through October, then dipped in the winter and spring months of December through April. This can be attributed in part to the seasonal weather patterns achieved by the mountain regions that produced the first significant snow fall in over five years. This impacted the visitation from the drive market guests. The 2015-2016 fiscal year concluded with average annual occupancy rate over 72% (-1.5%) compared to the 2014-15 fiscal year. While the occupancy rate decreased, the Average Daily Rate (ADR) was up 7% at $138.76. Every month within the year out rated the same month in the prior year. Additionally the RevPAR, defined as Revenue Per Available Room, grew by over 5.4% to $101.35. This means that although the occupancy was down overall for the properties, the lodging businesses received higher profits based on rate increases with less day-to-day impact on the properties. Additionally, the downtown Visitor Center served over 84,000 (+3.1%) in person guests. San Luis Obispo lodging properties maintained over twenty sell out weekends in 2015-16. 2015-16 YEAR BY THE NUMBERS See the appendix for complete graphs. MEASUREMENT FY 2015-16 RESULT % CHANGE FROM FY 2014-15 TOT $ 7,155,007 5.2 % Occupancy 72.21 -1.5 % ADR $ 138.76 7.0 % RevPAR $ 101.35 5.4 % 1.a Packet Pg. 16 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 7 SLO TBID Annual Report 2015-16 Strategic Plan Implementation Year & Program Approach STRATEGIC PLAN IMPLEMENTATION YEAR & PROGRAM APPROACH In 2015-16 the TBID continued the focused implementation of the 5-year Strategic Clarity Plan, a document that serves as the framework for the direction and decisions made by the TBID Board for the tourism program. The plan defines the work programs for the TBID and is used as a guide for the decisions made for the overall promotion of San Luis Obispo. Within the plan, the TBID identified five Strategic Imperatives: • Deliver Smart Growth • Develop the SLO Brand • Build Meaningful Partnerships • Contribute to an Unforgettable SLO Experience • Ensure Organizational Excellence Each imperative has a distinct list of metrics used to gauge the success of the implementation. The 2014-15 fiscal year was determined the benchmark year from which the accomplishments of the plan will be tracked. Mission The SLO TBID builds awareness to grow tourism, serving as the voice of San Luis Obispo. Values Integrity | Accountability | Adaptability | Collaboration | Determination | Innovation Unique Role of Value The SLO TBID provides the City of SLO with comprehensive tourism brand management through strategic partnerships and a robust marketing and promotional budget. Vision In SLO TBID manages the brand for the destination of San Luis Obispo, delivering balanced growth of tourism, with creativity and integrity. Vision Out San Luis Obispo is an unforgettable place where visitors engage in a unique lifestyle they aspire to, become emotionally attached, and return for renewal. Brand Intention Heart Side: Happy | Pride of Place | Inspiring | Relaxed | Rejuvenating Head Side: Experiential | Beautiful | Artisinal | Healthy | Authentic Strategic Imperatives Deliver Smart Growth | Develop the SLO Brand | Build Meaningful Partnerships | Contribute to an Unforgettable SLO Experience | Ensure Organizational Excellence Unique Value Proposition San Luis Obispo is an authentic and inviting California community where you can play, taste, explore, relax, and recharge. Strategic Clarity The elements of our Strategic Clarity are the SLO TBID’s “North Star” for the upcoming five fiscal years, setting the level of expectation and the tone and tenor of everything we plan. As we move into defining specific initiatives, our Strategic Clarity will serve as a touchstone. Vision In What kind of organizational culture are we committed to being? Vision Out What is the ideal future state we will strive to create? What are we committed to making happen?Mission What is most important to us as we strive to realize our vision? What is the focus of our work?Values What are the fundamental beliefs that shape how we work together to serve our mission? Unique Role of Value What unique and valuable role do we play amongst our peer organizations? HOW do we provide value? Strategic Imperatives What must be accomplished during the planning horizon? Unique Value Proposition What unique and sustainable value does the destination of San Luis Obispo deliver? WHY San Luis Obispo? Brand Intention WHAT is the experience we want our destination to be known for? Mission Values Unique Role of Value Vision In Vision Out Brand Intention Strategic Imperatives Unique Value Proposition Vision In Vision Out Mission Values Unique Role of Value Strategic Imperatives Unique Value Proposition Brand Intention 1.a Packet Pg. 17 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 8 SLO TBID Annual Report 2015-16 TBID Activities TBID ACTIVITIES SNAPSHOT OF THE PROGRESS Fiscal year 2015-16, was a very accomplished year for the TBID activities. With the branding foundation established in 2014-15, this year was about expanding that brand and the services provided. A few of the notable accomplishment include: • Launched the redesigned, fully responsive website and integrated the Helium booking solution • Designed, launched, and leveraged new videography & photography for digital and print campaign elements • Enhanced our social media presence • Implemented successful promotional campaign, Money for a Rainy Day • Created new brochure and maps for statewide visitor center distribution • Invested in Public Relations efforts • Received the Visit California’s Poppy Award for Best Overall Marketing Program • Awarded the Best of Show at the American Advertising Federation Awards In order to implement the complex marketing programs, the TBID Board and staff work closely with the team of contractors from the marketing agencies Barnett Cox & Associates (BCA) and Matchfire formerly StudioGood, and the San Luis Obispo Chamber of Commerce. BRANDING The TBID manages the tourism brand for the destination of San Luis Obispo, delivering balanced growth of tourism, with creativity and integrity. Fiscal year 2015-16 was the first complete year the new San Luis Obispo tourism promotion and the ShareSLO campaign brands were utilized. The advertising campaign “It Means Something Different Here” was continued across digital and print channels. 1.a Packet Pg. 18 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 9 SLO TBID Annual Report 2015-16 TBID Activities BRANDING (CONT .) The TBID Board invested in the production of visual branding elements including videos and photography. The created a series of videos based off of the brand messaging pillars that were used for promotional efforts. Additionally, the TBID reimagined their print collateral and created a new SLO Inspiration Guide & Maps brochure featuring eye catching photography. This is the primary printed piece used to promote San Luis Obispo. It is disturbed at various tradeshow, events, and through Certified Folder Displays in airports visitor centers and hotels throughout California. Brand Messaging Pillars: • Cultural • Culinary • Outdoor • Family 1.a Packet Pg. 19 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 10 SLO TBID Annual Report 2015-16 DIGITAL www .SanLuisObispoVacations .com One of the most notable accomplishments in 2015-16 was the complete redesign and launch of the City’s tourism website, SanLuisObispoVacations.com. The City’s official tourism website is designed primarily for consumers, but also serves the travel trade, meeting planners, TBID members and media. It features robust content including a detailed calendar of events integrated with SLO Happenings, lodging property listings, itinerary suggestions and features, the ShareSLO blog, and featured press coverage. Prior to the launch of the new site, the digital landscape for the TBID consisted of three websites: SanLuisObispoVacations.com, ShareSLO.com, and m.SanLuisObispoVacations.com. With three websites, the brand messaging was fragmented and less effective. In addition, the mobile experience left users wanting more information, but unable to access it. In alignment with the Strategic Clarity Plan, the TBID also wanted to continue to strengthen and develop the digital presence of the SLO Brand. The best way to do this and address the mobile issue was by simplifying the digital presence of the brand – consolidating the three websites into a single, fully-responsive website. The new website launched in November 2015 was completely redesigned for both function and aesthetics, and was created to be fully responsive to all technology devices a user may access the site through including mobile and desktop. The integration of the ShareSLO blog into the SanLuisObispoVacations.com site, continued to address internally the TBID Strategic Plan initiative of “breaking the SLO brand log jam.” The TBID Board recognized the importance the Search Engine Optimization or SEO for the performance of the site. The annual SEO site audit, monthly reports and keyword data were used to optimize all pages with top keywords, metatags and meta-descriptions during website rebuild and as a result, pages now rank in search engines within the top 4 positions such as Farmers’ Market, Wine Tasting and Day Trips. As a result, organic traffic to the site continues to increase, hitting a new record in June with 8,551 organic sessions, an 81% increase from June 2015. In 2015-16, the site traffic increased by 80% with over 183,000 total site sessions. The 5-year Strategic Clarity Plan defined the success of site traffic growth by 10% year-over-year. TBID Activities 1.a Packet Pg. 20 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 11 SLO TBID Annual Report 2015-16 Helium The customized booking system called Helium was integrated into SanLuisObispoVacations.com in January 2016. The system was intended to serve as a way for guests to book or request reservations directly through SanLuisObispoVacations.com. In order for the system to operate effectively, lodging properties were required to input inventory and rates to populate the system. Although the Board, staff and contractor team invested a year in the development of the system, there was a low number in property participation. Ultimately, Helium remains as a complimentary booking solution for interested properties to utilize as a service through SanLuisObispoVacations.com but it does not act as the sole reservation referral solution. 2015-16 activities included: • Launched the redesigned, fully responsive SanLuisObispoVacatons.com in November -Integrated ShareSLO Blog -Optimized all pages based on SEO keyword reports -Implemented “Add to Itinerary” feature -Leveraged stunning new photography and videography • Launched Helium in January • Added Homestay Property Pages in February • Added over 20 pages to the website See the appendix for complete graphs. TBID Activities SESSIONS % CHANGE FROM JULY 2015 PAGE VIEWS % CHANGE FROM JULY 2015 USERS % CHANGE FROM JULY 2015 REFERRALS SanLuisObispoVactions.com 18,425 109% 42,298 82% 14,740 92% slocity.org m.facebook.com orientation.calpoly.edu GOSLO Mobile Experience 23 99% 76 99% 22 99% 1.a Packet Pg. 21 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 12 SLO TBID Annual Report 2015-16 Email Marketing The TBID utilized email marketing activities through the newsletter to communicate regularly with potential visitors on activities in SLO to build brand loyalty and encourage repeat visitation and an extended length of stay. The newsletter promotes upcoming events and special promotions as well as compliments our seasonal advertising campaigns and public relations outreach. 2015-16 Dedicated Newsletters: • Cal Poly Open House Getaway Giveaway • Roll Out the Barrels Promotion • Money for a Rainy Day Promotion • Wish You Were Here – New Website Announcement • All Roads Lead to SAVOR Central Coast • Plus 5 Monthly Newsletters TBID Activities NEWSLETTER ACTIVITY MEASUREMENTS Total Number of Newsletters Sent 10 Total Number of Opens 37,903 Database Size 17,633 1.a Packet Pg. 22 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 13 SLO TBID Annual Report 2015-16 DIGITAL & PRINT MEDIA Digital Media Target marketing, message tailoring, flexible rates, creativity, exposure, speed, and measurable ROI are the top reasons for the growth and attractiveness of the online advertising for the TBID. Online campaigns and the reliance on technology continues to be the most effective marketing and advertising tool to target the drive markets in California for leisure travelers to San Luis Obispo. Through BCA, the TBID continues to use branded advertising to maximize online reach for the promotion of San Luis Obispo through strategic placement on top travel and lifestyle sites including: Facebook, Twitter, Google Display, Sunset.com, TripAdvisor, Weekend Sherpa, Bay Area News Group online, and San Diego Union Tribune. In 2015-16, the strategy expanded to include the use of the new video content for the placement of pre-roll and social video ads. All print and digital advertising is directed toward the website or the toll-free phone number for more information on San Luis Obispo. TBID Activities CUMULATIVE DIGITAL ADVERTISING MEASUREMENTS Total Number of Digital Ad Impressions 18,172,601 Total Number of Pre-Roll Ad Impressions 2,830,193 Print Advertising Limited print advertising placements were continued in the TBID’s media mix through BCA in the 2015-16 fiscal year. Traditional print campaigns are an important tool to reach niche market visitors primarily in the mature demographic and to reinforce travel inspiration and build brand awareness for the destination. Print advertising was placed in the following publications: San Francisco Chronicle, Horizon advertorial insert, San Diego Union Tribune and the Mustang News 100 Year addition. The TBID also participated in a cooperative advertising opportunity through Visit San Luis Obispo County in the California State Travel Guide and lodging specific ads were placed in regional visitor publications including: SLO Chamber Visitors Guide, Visit SLO County Visitors Guide, Central Coast Tourism Council map, and SLO Wine Map. 1.a Packet Pg. 23 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 14 SLO TBID Annual Report 2015-16 SOCIAL #SHARESLO Through the ShareSLO program, the TBID leverages user generated content to promote San Luis Obispo activities, events and businesses to increase the appeal of and loyalty to San Luis Obispo. Early in 2015-16 it was determined that the buzz around the ShareSLO campaign had been created since the hashtag was being used and shared daily. The TBID departed from strictly utilizing a select group of ShareSLO Influencers and from focusing heavily on events to promote ShareSLO - to instead emphasizing attractions and activities that visitors can find in SLO all year long. ShareSLO continues to maintain a network of engaged social fans on Facebook, Twitter, and Instagram. New in fiscal year 2015-16, ShareSLO joined Snapchat. Matchfire, formerly StudioGood leverages tools like social listening reports and user analytics to guide the digital conversation to achieve the TBID brand goals. In 2015-16 dedicated campaigns like ShareSLO Chef Series in January and Bike Month in May, were executed through ShareSLO social media channels. The enhanced social media presence and new approach created more organic, user-generated content and video. A new addition to keep fans engaged featured real-time posting at events on Twitter, Instagram and Snapchat. And there was the activation of Instagram giveaways throughout the year to reward fans. In 2015-16, the ShareSLO cumulative social fan base grew by 23,399 fans and followers across Facebook, Twitter, and Instagram. The total social media engagements across all platforms was over 117,000, representing a 285% increase in engagements over 2014-15. TBID Activities 1.a Packet Pg. 24 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 15 SLO TBID Annual Report 2015-16 #SHARESLO (Cont .) 2015-16 activities included: • New approach to social look & feel • Enhanced social media presence with more organic, user-generated content and video • Joined Snapchat • Consistent, daily community management • Activated Instagram Giveaways: • Harvest on the Coast, Cal Poly Homecoming Football Game, Moonshiner Collective, SLO Jazz Fest • Participated in 5 Visit CA sponsored Twitter chats : #CaliforniaEats, #TravelSkills, #DreamEats, #KidsNTrips, #FoodieChats • Uploaded 10 new, captivating pillar & event promotion videos to ShareSLO’s YouTube channel TBID Activities SHARESLO PROGRAM MEASUREMENTS % CHANGE Total Number Blog Post 56 87% Total Hashtag Uses (Instagram & Twitter only) 28,536 285% 1.a Packet Pg. 25 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 16 SLO TBID Annual Report 2015-16 TBID Activities SHARE SLO SOCIAL METRICS 2015-16 % CHANGE FROM 2014-15 Facebook Total New Fans 17,829 1.2% Average New Fans per Month 1,486 1.3% Total Fans 45,518 65% Total Reach 6,271,082 109% Average Reach per post 5,346 178% Average Daily Engaged Users 383 104% Total Engagements 49,633 251% Twitter New Followers 569 72% Average New Followers per Month 47 72% Total Followers 3,447 17% Total Engagements 5,259 35% Average #ShareSLO per Month 343 0.59% Total #ShareSLO 4,110 0.32% Instagram New Followers 5,001 228% Average New Followers per Month 7,218 226% Total Followers 62,128 404% Total Engagements 24,426 n/a #SHARESLO (Cont .) 1.a Packet Pg. 26 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 17 SLO TBID Annual Report 2015-16 PUBLIC RELATIONS Beginning in fiscal year 2015-16, Public Relations (PR) activities became a direct area of concentration for the TBID. The TBID and PCC jointly held a dedicated contract with the San Luis Obispo Chamber of Commerce for Public Relations efforts. On behalf of the City’s community promotions program, the SLO Chamber is responsible for establishing professional relationships with media outlets and journalists in various markets to build and maintain awareness of San Luis Obispo as a travel destination. The 2015-16 contract elements with the SLO Chamber for Public Relations included: pitching to media, bringing in media, coordinating media trips, sending out media releases, responding to natural media inquiries, use of the Chamber’s photography library for editorial requests and press releases, planning and executing press trips and developing media kits. This focused PR effort was successful. During the 2015-16 fiscal year, the PR activities generated at least 308 total mentions or media placements that highlighted San Luis Obispo including those in the New York Times, GQ China, National Geographic Traveler and Travel+Leisure. Additionally, coordinated media visits or press trips were secured to promote the destination with the goal of earning valuable editorial coverage. In fiscal year 2015-16, over 60 media outlets, both domestic and international were hosted in San Luis Obispo. Top domestic and international media outlets hosted include: Huffington Post, Yahoo Travel, Peter Greenberg Worldwide, and Conde Nast. TBID Activities 1.a Packet Pg. 27 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 18 SLO TBID Annual Report 2015-16 PUBLIC RELATIONS (CONT .) Top Media Coverage: 1. Visit CA China FAM GQ 460,000 - Alex Sun Trading UP 450,000 - Becky Liu Esquire 400,000 - Will Wang National Geographic Traveler 494,200- Lu Yi Traveler Weekly 250,000 - Huang Lei 2. Visit CA French FAM On the Road by Bérénice Rocfort-Giovanni, in French weekly magazine, L’Obs . Claiborne and Churchill in San Luis Obispo. Print: 498,558 copies Reach: 1,860,000 readers Pacific Road written by Alexandre Kauffmann, ran in French daily newspaper, Les Echos Serie Limitee. Print: 123,636 copies Reach: 528,000 readers La Highway 1 entre San Francisco et Los Angeles French monthly magazine, Biba. Print: 123,636 copies Reach : 528,000 readers 3. Multiple LA Times features TBID Activities PUBLIC RELATIONS MEASUREMENTS Total Number of Media Outlets Hosted 60 Number of Mentions 308 Potential Reach 730,634,941 1.a Packet Pg. 28 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 19 SLO TBID Annual Report 2015-16 TRADESHOWS The TBID continues to maximize the consumer trade show strategy. Consumer trade shows provide the TBID an opportunity to take San Luis Obispo on the road to key drive markets. The three consumer tradeshows attended were: Los Angeles Travel & Adventure Show, Bay Area Travel & Adventure Show, and San Diego Travel & Adventure Show. The booth featured key information on San Luis Obispo including lodging information, maps and upcoming events. Shows were selected based on their anticipated attendance, quality of attendees, and target drive market location. Booth visitors were presented with the call-to-action to enter to win a $500 San Luis Obispo Getaway Giveaway. In addition to one-on-one conversations with potential visitors, the TBID also met with numerous travel media and operators in the booth. In 2015-16 the tradeshow strategy was expanded to utilize the potential visitor feedback through a survey about San Luis Obispo. The survey was designed to check the alignment of the brand intention for San Luis Obispo with the awareness of San Luis Obispo from the potential visitors. Highlights of the survey results included: • Respondents said the top 3 reasons they’d visit SLO is for a relaxing getaway, food/wine/beer discovery, or an easy family getaway • Most respondents said they first heard about SLO at the tradeshow, followed by a friend or family member referral • In LA, Relaxed, beautiful and happy were the top three words respondents used to describe SLO. In San Francisco, relaxed, beautiful and beachy were the top three words. TBID Activities CONSUMER TRADE SHOW MEASUREMENTS Number of Shows Attended 3 Newsletter Registrations Collected 937 Number of Surveys Completed 2114 1.a Packet Pg. 29 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 20 SLO TBID Annual Report 2015-16 SPECIAL PROMOTIONS Money for a Rainy Day In 2015-16 the TBID Board created, funded and launched a special promotional offer designed to drive overnight stays in the City of San Luis Obispo during the slowest months of the year. Through the promotion, visitors were required to book two consecutive nights at a lodging property in the City of San Luis Obispo between January – March 2016 and they would receive a $100 Visa Gift Card to spend how they choose. There were up to 500 Visa gift cards available for redemption through the promotion. Postcards for tradeshow distribution, Eblasts, Online/Mobile Marketing, content to all strategic partners all specifically focused on Money for a Rainy Day promotion were used to advertise the offer. As a result, the promotion garnered over 1100 room nights during January through March. TBID Activities 1.a Packet Pg. 30 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 21 SLO TBID Annual Report 2015-16 GUEST SERVICES In addition to the PR support, the Chamber provides an exclusive hotel availability service to the TBID. During fiscal year 2015-16, Visitor Center staff contacted every TBID property each week and maintained a record of which hotels were sold out and which have availability for each Thursday, Friday and Saturday as well as impacted weekdays throughout the year to help guests, who would otherwise need to call each property on their own to find a room in SLO. This service also allowed for TBID properties to refer their clients directly to the Visitor Center for centralized guest services. In addition, this information was widely utilized to assist visitors to the Visitor Center in keeping the traveler in the City of San Luis Obispo. Since July, 2015, the Chamber was able to make use of this availability information in conjunction with TBID marketing materials to refer SLO TBID properties 6,800 times. In addition, the Chamber is contracted to answer each call made to the TBID’s 1-877-SLO-TOWN number, which is serves as a response tool to the TBID’s advertising efforts and digital presence. This creates the option for a ‘real person’ to assist in trip planning, ensuring that travelers seeking personal guidance have a friendly, live voice to shape their experience of San Luis Obispo before even arriving. The telephone number, 1-877-SLO-TOWN, is a separate line that rings in the Chamber and is used solely to refer and promote TBID properties. During fiscal year 2015-16 over 550 calls were answered on the 1-877-SLO-TOWN line, an increase of 30% over the prior year. TBID Activities 1.a Packet Pg. 31 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 22 SLO TBID Annual Report 2015-16 STRATEGIC PARTNERSHIPS The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing San Luis Obispo as a destination which makes the TBID more efficient in promotional activities. The TBID’s strategic partnerships allow the marketing agencies to build relationships with the organizations below, elevating the destination as a whole. Promotional opportunities with each organization give the TBID new platforms and audiences to build brand awareness. Top partnerships achievements include: Cal Poly Athletics • TBID maintains the exclusive hotel industry sponsor to advertise with Cal Poly Athletics • TBID hosted over 600 room nights for visiting teams, recruits, and coaches • Basketball suite event for TBID sales teams • ShareSLO throws 3 first pitches at Cal Poly Baseball • CP Athletics Facebook page posts • Banner ad in ongoing Athletics newsletters • Cal Poly Alumni E-blast & Alumni Getaway Giveaway • Radio spots for basketball • Homecoming game ticket giveaway • New rotating graphics submitted for LED banner at Mott Gym • Soccer Visiting Teams Guide • ShareSLO Track & Field Meet • Program ad • :15 scoreboard video using new footage SLO Wine • Deployed 41 e-newsletters to over 12,000 subscribers that included TBID content, logo, and links • Hosted travel, lifestyle, wine writers in San Luis Obispo for various media visits resulting in media coverage in: Wine Enthusiast, SF Gate & SF Chronicle, USA Today, LA Time, 805 Living, Chicago Tribune • The “Stay” page on SLOwine.com garnered over 8,000 unique views, with over 2800 direct referrals to the sanluisobispovacations.com website. • TBID web ads were viewed by over 30,000 visitors on SLOWine.com webpages TBID Activities 1.a Packet Pg. 32 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 23 SLO TBID Annual Report 2015-16 EVENT PROMOTION In 2015-2016, the TBID sponsored, promoted, and was represented at more than a dozen local events of different shapes and sizes. Over the course of the year, the TBID continued to shape an event strategy to ensure all SLO TBID-sponsored events are well-aligned with the brand, and that expectations and best practices were clear. These guidelines allowed the TBID to reach visitors before, during, and after an event takes place, which in turn arms us with the tools we need to leverage events to put heads in beds. This year the activation at many of the larger events featured various personal interaction with San Luis Obispo. At SAVOR the Central Coast and the Bacon & Barrel events, the San Luis Obispo representation featured water color painting stations and wine tasting opportunities. At the Film Festival, Roll Out the Barrels, and Eroica the activation featured photo stations with the San Luis Obispo step & repeat. TBID Sponsored Events: • SAVOR the Central Coast • EROICA California • Festival Mozaic - WinterMezzo Chamber Music Series • Holiday Train Celebration / Elf Express and SLO Train Day • San Luis Obispo International Film Festival • San Luis Obispo Marathon, Half Marathon, 5K + Family Fitness • SLO Jazz Festival • SLO Wine Roll Out the Barrels • CowParade SLO sponsorship • Bacon & Barrels San Diego • Bacon & Barrels San Luis Obispo • Inaugural SLO Craft Beer Week Sponsorship • Central Coast Tourism Council Annual Retreat TBID Activities EVENT SPONSORSHIP MEASUREMENTS Number of Events Sponsored 13 Estimated Total Number of Event Attendees Reached through Sponsorship 28,350 Total Sponsorship Investment $ 164,250 1.a Packet Pg. 33 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 24 SLO TBID Annual Report 2015-16 INDUSTRY RELATIONS Visit California The Visit California partnership has been critical in the growth of our brand within the California Tourism product. San Luis Obispo has received coverage though the marketing activities performed by Visit California including travel trade, press, and industry outreach. Monthly submissions are uploaded to Visit California for media outreach, trade contacts, and newsletter content. Additionally the TBID maintains ongoing coordination to keep City of San Luis Obispo destination page up to date. ShareSLO also participated in 5 Visit California sponsored Twitter chats. The TBID attended the Visit California Outlook Forum educational event in the spring and during that event was awarded the industry’s Poppy Award for Best Overall Marketing Campaign. Central Coast Tourism Council The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose marketing efforts accomplish collectively what no single tourism entity can do alone—promote the entire California Central Coast as a destination and maximize our members’ tourism revenue. The CCTC serves as the Central Coast’s voice in Sacramento, and partners with California Tourism’s global marketing and advertising campaigns. The TBID is actively involved in CCTC with the Tourism Manager as the Vice President and Regional Board Member and the Marketing Committee Chair. In 2015-16, the TBID leveraged the CCTC activities through media and trade leads, blog and social presence, and travel trade leads. The TBID provided 54 new blog posts about San Luis Obispo. The TBID also hosted and coordinated the inaugural fall Mid-Year Workshop by hosting over 50 CCTC members in San Luis Obispo and also the Annual Planning Retreat in the spring attended by over 100 members. Visit San Luis Obispo County Fiscal year 2015-16 was the first year of the new countywide Tourism Marketing District. The TBID maintains participation in the new structure of Visit SLO County by having two representatives on the Board of directors and the Tourism Manager on the Marketing Committee. The TBID Board leverages the partnership with Visit San Luis Obispo County to promote San Luis Obispo on a national and international level- beyond the local and state reach the TBID’s marketing plan focus to achieve. The TBID’s participation in Visit San Luis Obispo County also encompasses group sales, film commission, countywide public relations, and countywide special events like Restaurant Month, Wine Month, Savor the Central Coast. In 2015-16, the TBID partnered with visit SLO County in cooperative advertising opportunities including American Way Magazine Feature and the California Visitor’s Guide. TBID Activities 1.a Packet Pg. 34 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 25 SLO TBID Annual Report 2015-16 2015-16 FINANCIAL STATEMENT 2015-16 Financial Statement INCOME SOURCE 2015-16 TOT Revenue Assumption (Revised with Supplement)$6,844,000 TBID Assessment (20% of TOT Revenue)$1,368,800 Administrative Overhead (2% of TBID Assessment)$27,376 Tourism Manager Salary (.75 FTE)$84,686 2014-15 Fund Balance $144,676 TBID Fund Reserve $100,000 TBID Program Budget $1,401,414 INCOME 1.a Packet Pg. 35 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 26 SLO TBID Annual Report 2015-16 2015-16 Financial Statement EXPENDITURE ALLOCATED Contracts Marketing Contract $700,000 Website Redesign $70,000 RaceSLO Arch $5,000 Chamber of Commerce - Guest Services $31,000 Chamber of Commerce - PR $48,000 Chamber of Commerce - Media Monitor $7,950 Marketing/Advertising/Promotions SAVOR Bags $8,176 Rainy Day Campaign $80,000 Additional Brochure Printing $7,201 Video Asset Project - Music $8,000 Partnerships Cal Poly Athletics $95,500 Cal Poly New Student & Transition Program $20,000 SLO Wine $18,000 History Center - Guided Tour Program $6,700 Support/Meetings Tourism Expenses $3,000 FAM Trip Hosting $5,000 Past Due CP Rooms $1,100 2014-15 Gateway Winners $3,000 Events Promotion General Events Promotion $195,000 2016 Steelhead Summit $3,000 Bacon & Barrels SD Event Expenses $5,000 Tradeshows Tradeshows Expenses $25,000 SAVOR Booth Build Out $2,500 Tourism Conferences $3,000 Tourism Organizations/Research Central Coast Tourism Council Membership $1,000 Smith Travel Report $1,500 Total Allocated Expenditure $1,353,627 EXPENDITURES *This figure represents the total allocated expenditures. The difference will be available for carryover to the 2016-17 program budget. 1.a Packet Pg. 36 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 27 SLO TBID Annual Report 2015-16 Looking Ahead to 2016-17 LOOKING AHEAD TO 2016-17 As the TBID moves into 2016-17, the Board is committed to the continued implementation of the 5-year Strategic Clarity Plan. In the next fiscal year, the Board will review the plan in the mid-way point to address any changes and plan amendments. As stated in the marketing plan, BCA and Matchfire will update the SLO TBID Marketing Plan each fiscal year. 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. 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 The key program activities include: • 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 In addition the TBID is looking forward to growing the district membership, to include new hotel properties coming into the City of San Luis Obispo. 1.a Packet Pg. 37 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 28 SLO TBID Annual Report 2015-16 Appendix APPENDIX TOT CHART 2015-16 TOT MONTH TO MONTH 2015-16 $8m $7m $6m $5m $4m $3m $2m $1m 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 $8m $9m $7m $6m $5m $4m $3m $2m $1m Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun 2015-16 2014-15 1.a Packet Pg. 38 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 29 SLO TBID Annual Report 2015-16 Appendix OCC MONTH TO MONTH 2015-16 ADR MONTH TO MONTH 2015-16 June 2015-16 May April March February January December November October September August July 0 10 20 30 40 50 60 70 80 90 2014-15 June 2015-16 May April March February January December November October September August July $20$0 $40 $60 $80 $100 $120 $140 $160 2014-15 1.a Packet Pg. 39 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) 30 SLO TBID Annual Report 2015-16 Appendix REVPAR MONTH TO MONTH 2015-16 June 2015-16 May April March February January December November October September August July $20$0 $40 $60 $80 $100 $120 $140 2014-15 1.a Packet Pg. 40 Attachment: a - 2015-16 Annual Report Draft (1475 : 2015-16 TBID Annual Report) R ______ RESOLUTION NO. XXXX (2016 SERIES) A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR 2016-17 WHEREAS, the Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets and Highways Code, authorizes cities to establish business improvement districts for several purposes, one of which is promotion of tourism; and WHEREAS, the lodging businesses within the proposed City of San Luis Obispo Tourism Business Improvement District had requested the City of San Luis Obispo establish such a self- assessment improvement district in 2008; and WHEREAS, the San Luis Obispo Tourism Business Improvement District was established in July 2008 by Ordinance No. 1517 and codified into Chapter 12.42 of the City’s Municipal Code; and WHEREAS, the assessment went into effect on October 1, 2008; and WHEREAS, the City Council appointed an advisory board to provide oversight, guidance, and recommendations regarding the use of the assessment funds; and WHEREAS, the City Municipal Code and the Parking and Business Improvement Law require the advisory board to prepare and submit an annual report stating proposed changes, improvements and activities for the fiscal year; and WHEREAS, notices regarding the approval of the annual report were sent on October 7, 2016 to all assessed properties. NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of San Luis Obispo as follows: a) That the Tourism Business Improvement District Annual Report for fiscal year 2015- 16 as filed by the advisory body is hereby approved. b) The San Luis Obispo City Council proposes to continue the established Tourism Business Improvement District in the City of San Luis Obispo in accordance with City Municipal Code Chapter 12.42 and the California Streets and Highways Code, sections 36500 et seq. (Parking and Business Improvement Law of 1989). 1.b Packet Pg. 41 Attachment: b - Resolution of Intention (1475 : 2015-16 TBID Annual Report) Resolution No. _____ (2016 Series) Page 2 R ______ c) The assessment levied by the Tourism Business Improvement District shall be used to promote lodging at the hotels within the district and administer a marketing program that increases overnight hotel stays pursuant to the set goals. d) The assessment will be levied and allocated by the City of San Luis Obispo. e) The assessment is proposed to be levied on all “hotels”, as that term is defined in San Luis Obispo Municipal Code section 3.04.020, to wit: any structure, or any portion of any structure, which is occupied or intended or designed for occupancy by transients for dwelling, lodging or sleeping purposes, and includes any hotel, inn, tourist home or house, motel, studio hotel, bachelor hotel, lodging house, rooming house, apartment house, dormitory, public or private club, mobile home or house trailer at a fixed location, or other similar structure or portion thereof. f) The assessment shall be based on two percent (2%) of gross room rent. g) New hotels shall not be exempt from immediate assessment. h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42 and the Parking and Business Improvement Law of 1989, section 36535 of the Streets and Highways Code, is to allow for comments on the District and proposed assessment, and is hereby set for 6 p.m., Tuesday, November 1, 2016, before the City Council of San Luis Obispo at the City Council Chambers at 990 Palm Street, San Luis Obispo, California. i) At the public hearing, the testimony of all interested persons for or against the continuation of the District, the boundaries of the District, or the furnishing of specified types of improvements or activities will be heard. j) Any protest against the continuation of the City of San Luis Obispo Tourism Business Improvement District and the levying of the assessment, or any aspect thereof, may be made in writing. A protest may be withdrawn at any time before the conclusion of the public hearing. Any written protest shall contain a description of the business in which the person signing the protest is not shown on the official records of the City of San Luis Obispo as the owner of the business, then the protest shall contain or be accompanied by written evidence that the person is the owner of the authorized representative of the business. Any protest as to the regularity or evidence of the proceedings shall be in writing and clearly state the irregularity or defect to the City of San Luis Obispo at 990 Palm Street, San Luis Obispo, CA 93401. k) If, at the conclusion of the public hearing, there are of record, written protests by the owners of businesses within the proposed San Luis Obispo Tourism Business Improvement District that will pay fifty percent (50%) or more of the total assessments of the entire San Luis Obispo Tourism Business Improvement District, no further proceedings to continue the San Luis Obispo Tourism Business Improvement District shall occur. New proceedings to form the San Luis Obispo Tourism Business 1.b Packet Pg. 42 Attachment: b - Resolution of Intention (1475 : 2015-16 TBID Annual Report) Resolution No. _____ (2016 Series) Page 3 R ______ Improvement District shall not be undertaken again for a period of at least one (1) year from the date of the finding. If the majority of written protests are only as to an improvement or activity proposed, then that type of improvement or activity shall not be included in the San Luis Obispo Tourism Improvement District. BE IT FURTHER RESOLVED, that the City Clerk is instructed to provide notice as required by the City Municipal Code Chapter 12.42 and the Parking and Business Improvement Law of 1989, section 36534, subpart (b) of the Streets and Highways Code, to wit: the City Clerk shall give notice of the public hearing by causing the resolution of intention to be published once in a newspaper of general circulation in the City no less than seven days before the public hearing. Upon motion of _______________________, seconded by _______________________, and on the following roll call vote: AYES: NOES: ABSENT: The foregoing resolution was adopted this _____ day of _____________________ 2016. ____________________________________ Mayor Jan Marx ATTEST: ____________________________________ Carrie Gallagher City Clerk APPROVED AS TO FORM: _____________________________________ J. Christine Dietrick City Attorney IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the City of San Luis Obispo, California, this ______ day of ______________, _________. ______________________________ Carrie Gallagher City Clerk 1.b Packet Pg. 43 Attachment: b - Resolution of Intention (1475 : 2015-16 TBID Annual Report) 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. 1.c Packet Pg. 44 Attachment: c - 09-14-2016 TBID Minutes Draft (1475 : 2015-16 TBID Annual 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. 1.c Packet Pg. 45 Attachment: c - 09-14-2016 TBID Minutes Draft (1475 : 2015-16 TBID Annual Report) 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. 1.c Packet Pg. 46 Attachment: c - 09-14-2016 TBID Minutes Draft (1475 : 2015-16 TBID Annual Report) 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. 1.c Packet Pg. 47 Attachment: c - 09-14-2016 TBID Minutes Draft (1475 : 2015-16 TBID Annual Report) 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. 1.c Packet Pg. 48 Attachment: c - 09-14-2016 TBID Minutes Draft (1475 : 2015-16 TBID Annual Report) 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 1.c Packet Pg. 49 Attachment: c - 09-14-2016 TBID Minutes Draft (1475 : 2015-16 TBID Annual Report) Page intentionally left blank. . -cJ VED TT-1E L8LO Newspaper of the Central Coast Ir T�� CITY CLER,C MBUNE 3825 South Higuera • Post Office Box 112 • San Luis Obispo, California 93406-0112 • (805) 781-7800 In The Superior Court of The State of California In and for the County of San Luis Obispo AFFIDAVIT OF PUBLICATION AD # 2712846 [.`utyOF SRIQi3�Pil CITY OF SAN LUIS OBISPO SAN LUIS OBISPO CITY COUNCIL OFFICE, OF CITY CLERK NOTICE OF PUBLIC MEETING' The San Luis Obispo City Council invites STATE OF CALIFORNIA all interested persons to attend a public meeting on Tuesday, October 18, 2016, ss. at 4.00 p.m. In the City Hell Council County of San Luis Obispo Chamber, 990 Palm Street, San Luis Obi- spo, California, relative to the following: 1 am a citizen of the United States and a resident of the County aforesaid; I am over the age of eighteen and not interested in the above entitled matter; I am now, and at all times embraced in the publication herein mentioned was, the principal clerk of the printers and publishers of THE TRIBUNE, a newspaper of general Circulation, printed and published daily at the City of San Luis Obispo in the above named county and state; that notice at which the annexed clippings is a true copy, was published in the above-named newspaper and not in any supplement thereof — on the following dates to wit; OCTOBER 7, 2016, that said newspaper was duly and regularly ascertained and established a newspaper of general circulation by Decree entered in the Superior Court of San Luis Obispo County, State of California, on June 9, 1952, Case # 19139 under the Government Code of the State of California. I certify (or declare) under the penalty of perjury that the foregoing is true and correct. xa' V/v_ C� . 1 (Si n tore of Principal Clerk) DATED: OCTOBER 7, 2016 AD COST: $139.20 2a15•f6ANNUAL _REPORT OF THE TQRISIy _B_USINESIMPHOVEM�tCT pl T f T 1. As Recommended by the Tourism Susl- ness Improvement. District (TB(D), receive and approve the TBID Board's 2015-16 an- nual report; and 2. Adopt a resolution of intention to levy and collect assessments within the TBID area In fiscal year 2016-17 at the same , rate as in fiscal year 2015-16. For more Information, you are invited to contact Molly Cano of the City's Administra- tion Department at (805) 781-7165 or by email at mcanogstocity.crr _ The City Council may also discuss other hearings or business items before or after the items listed above. Reports for this meeting will be available for review in the City Clerk's Office and online at www.slo rltk4rg on Wednesday, October 12, 2016. Please call 1he City Clerk's Office at (805) 781-7100 for more information. The City Council meeting will be televised live on Charter Cable Channel 20 and live stream - Ing on www.slocitv.ora. fe Gallagher Clerk of San Luis Obispo qer 7, 2016 2712646 City of San Luis Obispo Tourism Business Improvement District: FY 2015-16 Annual Report Established in 2008 7-member Advisory Board 2% assessment on lodging properties “The purpose of forming the district as a business improvement area under the Parking and Business Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and programs promoting tourism which will benefit the operators of hotels in the district through the promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination.” 2015-16 YEAR BY THE NUMBERS 2015-16 Summarized Financials Anticipated Revenue:$1,368,800 Total Program Budget:$1,401,414* Unaudited Expenditures $1,353,627 * includes carryover from 2014-15 **The difference will be available for carryover to the 2016-17 program budget. 2015-16 FINANCIAL STATEMENT STRATEGIC PLAN IMPLEMENTATION LOOKING AHEAD TO 2016-17 Recommendation 1. Receive and approve the Tourism Business Improvement District (TBID) Board’s 2015-16 annual report. 2. Adopt a Resolution entitled “A Resolution of the City Council of the City of San Luis Obispo, California, declaring its intention to continue the San Luis Obispo Tourism Business Improvement District, to continue the basis for and to levy the assessment for the district, and to set a date for the public hearing on the district and the assessment for 2016- 17” at the same rate as in fiscal year 2015-16. (Public Hearing to be scheduled for November 1, 2016)