HomeMy WebLinkAbout11-09-2016 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, November 9, 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, October 12, 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
C.7 Minutes of Special Meeting on Thursday, October 20, 2016
PRESENTATIONS
1. MARKETING AGENCY MONTHLY REPORT 15 mins
Representatives from BCA + MatchFire (formerly StudioGood) will present the report for the marketing
activities over the past month for 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. 2017-19 GOAL SETTING 15 mins
In preparation of the goal setting process for the 2017-19 Financial Plan, the SLO TBID will finalize their
recommend goals for City Council to consider.
2. TRADESHOW DELEGATION 5 mins
The Board will discuss the selection process for the delegates representing the TBID at the upcoming
tradeshows.
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 –No Meeting
3. MARKETING COMMITTEE UPDATE – Minutes: October 27, 2016
4. PCC UPDATE – Minutes: October 12, 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 November 4, 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, October 12, 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, October 12, 2016 at 10:03 a.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Wilkins.
ROLL CALL
Present: Board Members Dean Hutton, LeBren Young-Harris, Vice-Chair Nipool Patel, and
Chair Matthew Wilkins.
Absent: Clint Pearce and Pragna Patel-Mueller
Staff: Tourism Manager Molly Cano and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECOND BY VICE CHAIR
PATEL, CARRIED 4-0 to approve the Minutes of the Tourism Business Improvement District
Board meeting on September 14, 2016.
By consensus the Committee directed staff to receive and file Consent Agenda Items C.2 – C.6.
PRESENTATIONS
1. Homestay Program Update
Xzandrea Fowler, Deputy Director Community Development, updated the Board on
homestay program activity. A review of the Homestay application process, applicable
fees, parking and site plan requirements, and neighbor notification policies were
presented, along with related staff duties. An analysis of the transient occupancy tax
(TOT) revenues for the past three fiscal years, showing homestay vs. hotel, was
reviewed. Deputy Director Fowler reported that current homestay licensing compliance
DRAFT Minutes – Tourism Improvement District Board Meeting of October 12, 2016 Page 2
is estimated to be 31%, with a goal of 50%. An overview of enforcement strategies,
enforcement priorities, and homestay location data sources was discussed.
Deputy Director Fowler fielded questions from the Board concerning back TOT owed,
actions taken if health and safety violations are found, and if the homestay rules apply
equally to both year-round businesses and occasional weekend business locations.
Public Comments:
John Salisbury, homestay operator, commented that he felt the enforcement and
compliance goal of 50% was lower than it should be.
There was Board consensus that the City should be committed to a 100% compliance
goal.
2. Marketing Agency Quarterly Report
Representatives from BCA + Matchfire (formerly StudioGood) presented the quarterly
report concerning marketing activities for the TBID. Of specific note was the Lodging
Loyalty program which had a total of 238 registrants (maximum funded was 250), with
next steps for this program being discussed. Additionally, it was reported that all
metrics were up for the first quarter compared with Q1, 2015.
In response to Board questions concerning possible changes to the SLO Marathon, the
TBID funding parameters for the event were reviewed and it was noted that a new
racecourse is planned as well.
A video “Sizzle Reel” highlighting the 2015-16 TBID program successes was
previewed. It will be presented to the City Council at their meeting on October 18,
2016.
Public Comments:
None
3. SLO Chamber Quarter Report
Dusty Colyer-Worth, Visitor Center Manager, and Molly Kern, Communications
Director, of the SLO Chamber of Commerce presented the quarter report for the
contracts with the TBID. They noted that the lodging loyalty program and Cal Poly
move-in weekend contributed to an increase in guest calls for the quarter. A review of
TBID guest services related statistics was presented, with the quarterly demographics
review showing an increase of guests from Southern California.
Communications Director Kern reviewed the public relations highlights for the quarter,
noting coverage in the Chicago Tribune, Eater Los Angeles, an LA times piece titled
DRAFT Minutes – Tourism Improvement District Board Meeting of October 12, 2016 Page 3
“Inside the Gum Wall Stand-off Between Seattle and San Luis Obispo”, and a San
Francisco Chronicle piece entitled “Uber Wine Shuttle”. It was noted that print media
exposure garnered 99 placements having a potential reach of 355,593,751 people.
Public Comments:
None
BUSINESS ITEMS
1. Live Chat Pilot Program Results
Dusty Colyer-Worth, Visitor Center Manager SLO Chamber of Commerce, reviewed
the Live Chat Pilot program intent, two-month trial timing, and staffing support.
Statistics on the number of chats, chat subject content, number of hotel nights booked
via chat session, and customer satisfaction were reviewed. Mr. Colyer-Worth noted that
it appears to be a great customer service tool, but not a sales tool.
Public Comments:
None
---- End of Public Comment ---
The Board discussed the value of the service per potential customer, based on the
proposed $2000/month or $20,000/ year fee, and reviewed the budget projection for
2016-17. No Action was taken, thereby terminating the program.
2. SLO Tourism Logo Merchandising
The Management Committee presented their recommendation to partner with the SLO
Chamber Visitor Center on the distribution of SLO Tourism Logo branded merchandise
through a licensing agreement. It was noted that there would be no financial impact to
the TBID for this partnership, that the Chamber would be responsible for purchasing
and storing the merchandise, and that they would retain the sales revenue.
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY COMMITTEE
MEMBER HARRIS, CARRIED 4-0 to grant a merchandising license agreement for
use of the SLO Tourism Logo by the San Luis Obispo Chamber of Commerce Visitor
Center.
The Board requested that staff research and report back on the possibility for hotels to
sell the merchandise and retain the profit as well.
DRAFT Minutes – Tourism Improvement District Board Meeting of October 12, 2016 Page 4
3. 2017-19 Goal Setting
Tourism Manager Cano reviewed the City’s goal setting process, the current financial
context for the City, the TBID recommended goals for 2015-17, and the current 2015-
17 Major City Goals.
Using their past recommended goals, the Board made refinements and additions to
create preliminary goal recommendations for 2017-19, and directed staff to forward
them to the City Finance Director.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update
Chair Wilkins reviewed that there is currently a member of the public attempting to
establish residency at local hotels and advised the Board to be wary.
2. Management Committee Update
No further update.
3. Marketing Committee Update
No update as there was no meeting this past month.
4. PCC Update
The minutes of the September 14, 2016 meeting were reviewed by Tourism Manager
Cano.
5. Visit SLO County Update
Tourism Manager Cano shared copies of the Fiscal Year 2015-16 Annual Report and
encouraged the Board to review the minutes which are available online. Ms. Cano
reported that the board approved $50,000 funding for the 2017 Amgen Tour which
would include both a start and end location in the county, they have set aside a
minimum of $100,000 for air service incentive marketing, and they approved the
Marketing Plan but have yet to finalize the brand mark.
6. Tourism Program Update
Tourism Manager Cano reported that recruitment for the Tourism Coordinator position
is open until October 19th 2016. To date over seventy applications have been received.
Interviews will be schedule in November. Ms Cano also noted that, to-date only one
application for the open Board seat has been received, therefore the deadline has been
extended until October 31. Upcoming Tourism program events and calendar items
DRAFT Minutes – Tourism Improvement District Board Meeting of October 12, 2016 Page 5
include SLO Beer Week, the Los Angeles Magazine “Food Event”, Visit SLO County
Travel/Trade FAM (familiarization) tours, the Visit California Rural Tourism meeting,
and the Central Coast Tourism Committee (CCTC) mid-year workshop.
Meeting updates are as follows: City Council (October 18, 2016, 4:00 pm – Council
Chamber), Strategic Plan Update (October 20, 2016, 9:00 am – Hampton Inn),
Marketing Committee (October 27, 2016, 9:30 am – Council Hearing Room).
ADJOURNMENT
The meeting was adjourned at 12:08 p.m. The next Regular meeting of the Tourism
Improvement District Board is scheduled for Wednesday, November 9, 2016 at 10:00 a.m., in
the Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE TOURISM IMPROVEMENT DISTRICT BOARD: XX/XX/2016
STR Report October 2016
Week of October 2 - 8
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 72.8 80.3 138.98 135.80 101.15 109.01 -9.3 2.3 -7.2 -7.2 0.0 -9.3
City of Pismo Beach 77.8 85.1 157.69 145.91 122.75 124.15 -8.5 8.1 -1.1 -1.2 -0.1 -8.6
City of San Luis Obispo 74.0 82.9 137.31 135.62 101.54 112.43 -10.8 1.2 -9.7 -9.7 0.0 -10.8
Week of October 9 - 15
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 76.7 80.2 145.74 139.18 111.76 111.64 -4.4 4.7 0.1 0.1 0.0 -4.4
City of Pismo Beach 80.3 85.3 163.85 147.49 131.62 125.79 -5.8 11.1 4.6 4.5 -0.1 -5.9
City of San Luis Obispo 80.4 83.5 143.46 136.54 115.37 113.96 -3.6 5.1 1.2 1.2 0.0 -3.6
Week of October 16 - 22
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 76.3 77.8 143.48 138.85 109.44 108.02 -2.0 3.3 1.3 1.3 0.0 -2.0
City of Pismo Beach 77.8 80.4 163.89 150.02 127.48 120.63 -3.3 9.2 5.7 5.6 -0.1 -3.4
City of San Luis Obispo 77.6 79.5 151.75 146.23 117.72 116.25 -2.4 3.8 1.3 1.3 0.0 -2.4
Week of October 23 - 29
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 66.4 69.2 128.45 124.53 85.30 86.23 -4.1 3.1 -1.1 -1.1 0.0 -4.1
City of Pismo Beach 65.2 62.7 147.05 128.01 95.85 80.28 3.9 14.9 19.4 19.3 -0.1 3.8
City of San Luis Obispo 65.2 61.9 126.44 118.58 82.47 73.44 5.3 6.6 12.3 12.3 0.0 5.3
October
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 73.0 76.9 139.52 134.91 101.90 103.73 -5.0 3.4 -1.8 -1.8 0.0 -5.0
City of Pismo Beach 75.3 78.4 159.04 143.81 119.74 112.71 -3.9 10.6 6.2 6.1 -0.1 -4.0
City of San Luis Obispo 74.3 76.9 140.35 135.18 104.29 104.02 -3.4 3.8 0.3 0.3 0.0 -3.4
RevPARADR Percent ChangeOcc %
Current Week - TY vs. LY
Occ %
Current Week - TY vs. LY
RevPARADR
Current Week - TY vs. LY
Current Week - TY vs. LY
ADR
Occ %RevPAR
ADR RevPAR
ADR
Occ %
Occ %RevPAR
Running 28 Days - TY vs. LY
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2016
Media/Community Relations
1. Coordinated and hosted destination aspects of weeklong SLO Beer Week FAM.
2. Hosted Italian Instagram influencers Andrea Tamburrini and Francesco Innocenti
during the San Luis Obispo portion of their trip to California with Visit California Italy.
3. Pitched San Luis Obispo as the best college town for outdoor adventure to Steve
Snyders with The Active Times.
4. Pitched San Luis Obispo as a pet friendly holiday destination to DogTrekker.
5. Worked with Emilia Antonia de Vivo, an Italian writer that we hosted last spring, to fact
check her article in Gambero Russo about best places to eat in California.
6. Worked with Erin Rottman, Travel Editor for 805 Living, to feature The Butler Hotel and
San Luis Obispo events in upcoming issues.
7. Pitched citywide installation of Cow Parade to writers with a focus on street and public
arts.
8. Pitched updates to the San Luis Obispo WikiVoyage page including visitor information
and resources.
9. Worked with Patty Burness on her piece about San Luis Obispo for the Marina Times.
10. Worked with Donna Sozzio, one of the writers hosted through SLO Beer week to feature
San Luis Obispo wines in her upcoming round up of “Best Organic Wines to Try in 2017”
for OrganicAuthority.com.
11. 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
October 2016
Media Placements
1. California’s Central Coast Offers Divine Inspiration
Smart Meetings article discusses San Luis Obispo’s wine legacy on its trip to the
California Missions.
Print Circulation: 44,000
Unique Visitors Per Month: 120,324
http://www.smartmeetings.com/destinations/93319/californias-central-coast-offers-
divine-inspiration
2. 18 great California fall trips
MSN Lifestyle and Sunset Magazine name the harvest in Edna Valley – and a stop in
San Luis Obispo – as one of the top California trips for fall 2016.
Unique Visitors Per Month: 141,108
http://www.msn.com/en-za/travel/tripideas/18-great-california-fall-trips/ss-
BBwZAWT#image=12
Circulation/Audience: 1,264,555
Unique Visitors Per Month: 1,437,580
http://www.sunset.com/travel/california/fall-california-trips/paragon-vineyard
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2016
3. Yes, You Really Should Check Out the Local Farmers’ Market
Afar Magazine uses the example of SLO’s Thursday night farmers market for why you
should visit a farmers market when traveling.
Unique Visitors Per Month: 893,343
http://www.afar.com/magazine/yes-you-really-should-check-out-the-local-farmers-market
4. The Ultimate Cali Road Trip
Australia based Travel Weekly recommends a stop in San Luis Obispo for Bubblegum
Alley and great hikes along your California road trip.
http://www.travelweekly.com.au/article/the-ultimate-cali-roadtrip/
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2016
5. 10 of the wildest West Coast experiences all the way from Frisco to LA
UK based Express recommends an overnight stop in San Luis Obispo to check out the
Mission and nine sisters peaks.
http://www.express.co.uk/travel/activity/720381/10-wildest-West-Coast-experiences-
Frisco-LA
6. The mom-and-pop motel. And the romance of the road.
Houston Chronicle Article recommends that readers come to San Luis Obispo to see
the first motel in America to have a ‘a departure from the script of everyday life, a place
where travelers can still invent a new persona, a new past, a new destination.’
Circulation/Audience: 236,092
Unique Visitors Per Month: 120,991
http://www.houstonchronicle.com/local/gray-matters/article/Twilight-of-the-mom-and-
pop-hotel-9224679.php
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2016
7. California Food Nel Nome di Organic & Natural
Emilia Antonia de Vivo’s article in Gambero Russo, an Italian food magazine, highlights
San Luis Obispo as a culinary must-stop in California.
8. Tour the Central Coast: San Luis Obispo
Marina Times, article by patty Burness, who was hosted by the City last spring,
describes San Luis Obispo as ” laid back, down to earth, and just plain easy. Find rolling
hills, a Mediterranean climate, and endless vistas.”
Print Circulation: 23,000
Yearly unique viewers: 1,000,000 (self-reported)
http://www.marinatimes.com/2016/10/tour-the-central-coast-san-luis-obispo/
SLOTBID AGENCY REPORT October 2016
HAPPENING NOW
• Sustainable Ag Expo
• Festival Mozaic WinterMezzo
• Current SLO Brochure Design Refresh
• New SLO Brochure Design
• Weekend Sherpa Sponsored Story/Photos /
Video
• VSLOC Visitors Guide Ad
• California State Travel Guide Ad
• Digital Media Campaign – Full Force
SLO VACATIONS
• Updated pages
-Beer Tasting
-RaceSLO
-Shopping
-Winter Getaway Vacation Idea
• Added Sustainable Ag Expo page
• Adjusted h1 tags
• Refreshed sitemap
SHARESLO
• Meet the Brewers Series in promotion for
SLO Beer Week
• Captured Photography at Thursday Night
Farmers’ Market and Farm Supply’s Pumpkin
& Scarecrow Contest
-Uploaded Facebook Album
• Community Blog Posts
-Meet the Brewers Series: Central Coast
Brewing
-Meet the Brewers Series: Tap It Brewing Co.
-Meet the Brewers Series: Barrelhouse
Brewing Co.
-Meet the Brewers Series: Libertine Brewing
Company
-SLO Cider Trail
SLOTBID AGENCY REPORT October 2016
EMAIL
• October Email Newsletter, focused on Fall Things to Do, SLO Beer Week
& Festival Mozaic WinterMezzo
• November Perk Email, focused on Harvest on the Coast ticket giveaway
PARTNERSHIPS
• Cal Poly
-Video/Signage/Announcements
in place
-Fall Athletics Tickets
-Winter Athletics start-up
• SLO Wine
-LA Magazine The Food Event –
On the road with SLO Wine
LOOKING AHEAD
• Lodging Loyalty Program – ongoing
• Event Planning / Deliverables
-SLO Craft Beer Week
-SLO Film Festival
-SLO Marathon
-SLO Jazz Festival
• Restaurant Month – January 2017
• Trade Show Strategies
SLOTBID AGENCY REPORT October 2016
SESSIONS PAGE VIEWS USERS REFERRALS
SanLuisObispoVacations.com 19,094 36,847 15,987
slocity.org
m.facebook.com
tripadvisor.com
GOSLO Mobile Experience 16 33 16
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per post
Average Daily Page Engaged Users
Total Engagements
2,731
52,898
568,982
6,884
418
2,551
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
17
3,543
338
280
INSTAGRAM
New Followers
Total Followers
Total Reach
Average Reach per post
Total Engagements
#ShareSLO
263
8,653
97,318
2,263
8,297
2,987
YOUTUBE SLO Promo Video 25,246
Report to City of SLO – TBID
Phone Line and Availability Contract
October 2016
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
Oct 2015
Oct 2016
Calls to
1-877-SLO-TOWN
5 8 14 4 7 31
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Oct 2015 Oct 2016
Email Response 10 10 12 11 45 43
Phone Calls to
Hotels
61 57 68 27 145 213
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Oct 2015
Oct 2016
Visitors Served
(Walk-ins)
1,865 1,335 2,340 1,356
6,605 6,896
Farmers’ Market* n/a n/a 500 n/a 500 500
Hotel Rooms
Referred
453 412
561
307
614 1,733
*estimate without people counter
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%84.8 82.6 -2.6 151.23$ 155.11 2.6 128.23$ 128.09 -0.1
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 636,204$ -1.1%78 74.8 -4.1 140.93$ 152.37 8.1 109.94$ 114.03 3.7
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$ 2,278,828$ 72.41 139.21$ 101.98$
7,186,067$
* September TOT total missing three lodging property contributions
Occupancy ADR RevPAR
Figures from Smith Travel Research report
* August TOT total missing one lodging property contribution
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, October 20, 2016
Special Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
A Special Meeting of the Tourism Business Improvement District Board was called to order on
Thursday, October 20, 2016 at 9:15 a.m. at the Hampton Inn & Suites, located at 1530 Calle
Joaquin, San Luis Obispo, California, by Chair Wilkins.
ROLL CALL
Present: Board Members Dean Hutton, LeBren Young-Harris, Clint Pearce and Pragna Patel-
Mueller, Vice-Chair Nipool Patel, and Chair Matthew Wilkins.
Staff: Tourism Manager Molly Cano
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
BUSINESS ITEMS
1. TBID STRATEGIC PLANNING WORKSHOP
The strategic planning contractors from the Coraggio Group led the TBID Board
through the strategic planning workshop to evaluate and update their 2014-19 strategic
clarity plan. The Board reviewed the accomplishments within the current plan and then
evaluate the work completed and relevancy of the remaining initiatives. Additionally,
the Board strategized new initiatives to add to the plan within each imperative.
Public Comments:
None
---- End of Public Comment ---
The Board discussed the next steps for the plan. Coraggio Group will edit the strategic
clarity document based on the input received. The Management Committee will review
the document for final changes or recommendation to the Board. The Board will review
the updated plan for approval at the December TBID Board meeting.
DRAFT Minutes – Tourism Improvement District Board Meeting of October 12, 2016 Page 2
ADJOURNMENT
The meeting was adjourned at 3:40 p.m. The next Regular meeting of the Tourism Improvement
District Board is scheduled for Wednesday, November 9, 2016 at 10:00 a.m., in the Council
Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE TOURISM IMPROVEMENT DISTRICT BOARD: XX/XX/2016
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Proposed Major City Goals for 2017-19
Background
The Tourism Business Improvement District (TBID) board recommended the
goals for consideration in the 2017-19 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
Recognize tourism as an integral aspect of the City’s economic
development efforts and support the tourism promotion activities of the
TBID and PCC.
Recognize the importance of Open Space in the City’s tourism marketing
efforts. Evaluate barriers between resident and visitor use.
Prioritize the enforcement to gain compliance of properties with the City’s
Homestay Ordinance with the goal for 100% compliance with Homestay
policy within the City.
Support the San Luis Obispo Airport in its efforts to keep and expand
airline service and assist with marketing efforts to bring visitors to San Luis
Obispo by plane.
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.
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.
Strategize and mitigate the revenue impact from the closure of the Diablo
Canyon Power Plant on the tourism industry in the City.
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
October 27, 2016 – 9:30 am
City Hall, Council Hearing Room
PRESENT: Hutton; Wilkins
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. VSLOC Sales & Tradeshow Presentation
The committee received a presentation from Michael Wambolt of VSLOC on the sales strategy
and approach for Visit SLO County and the opportunities for SLO TBID co -op participation in
the programs.
The travel trade program includes:
Visit California Mexico Sales Mission – January 2017
Go West Summit – February 2017&18
NTA – February 2017&18
ITB Berlin – March 2017
Visit California China Sales Mission – April 2017
IPW – June 2017&18
The current co-op opportunities for travel trade include the IPW show in June. The co-op rate is
$4500 plus the additional travel and limited booth costs.
Wambolt shared that Visit California is bringing a new edition of Global Ready China to San
Luis Obispo County in December. The program is designed to prepare California’s tourism
industry to welcome Chinese guests and equip businesses with the information they need on
doing business with China. The session will be held on December 7 at the Courtyard by Marriott
in SLO. The registration is $30 and is open to all Visit California constituents. For additional
travel trade outreach, Visit SLO County for the first time is contracting with Black Diamond for
Travel Trade & Media Representation in the UK/Ireland.
The meeting and conference program includes:
Sacramento Sales Mission November 7th
VSLOC Sponsoring MPI Luncheon
CalSae Season Spectacular December 1st Co-op – Cost $650.00
San Francisco Sales Mission March 2017 Co-op –Cost $250.00
MPI Northern California Expo March 9th Co-op - $250.00 cost
Meeting Planner FAM – April 2017 Co-op Multiple levels
The committee discussed that partnering with Visit SLO County was a good opportunity but that
they would like to have additional discussion on which area of the sales outreach was the best
strategy for their participation.
2. Consumer Brochure Updates
BCA presented the options for the consumer brochure for 2016-17 for the committee’s
consideration and direction. The committee reviewed the inventory and brochure needs. There is
a total estimate of 40,500 brochures needed in 2016/17. BCA presented the opportunity to the
committee to create a modified and simplified thin brochure to use for distribution outside of the
market and to reserve the booklet brochure for special event, tradeshow, and key visitor center
distribution. Financially the difference in the cost of the brochures is roughly $.20 for the thin
brochure and $.60 for the booklet. The estimated total cost for the brochure project would be
$12,000 which is already included in the marketing contract.
Action: The committee approved the budget and the direction on the development of the thin
brochure. BCA will present the brochure design at the next committee meeting.
3. New Business
Committee Discussion
Future Agenda Items
Schedule Next Committee Meeting: Katie will distribute committee meeting date options
for scheduling due to holidays.
Meeting was adjourned at 11:00 am
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, October 12, 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, October 12, 2016 at 5:31 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Roberson.
ROLL CALL
Present: Committee Members, Daniel Levi, Deborah Lewis, Patricia Loosley, Sasha Palazzo,
Vice-Chair Jill LeMieux, and Chair Stephanie Roberson
Absent: Matthew Wilkins
Staff: Tourism Manager Molly Cano and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER
LEVI, CARRIED 6-0 to approve the Minutes of the Promotional Coordinating Committee
meeting on September 14, 2016.
By consensus the Committee directed staff to receive and file Consent Agenda Items C.2 – C.8.
PRESENTATIONS
1. SLO Chamber of Commerce Quarterly Update
Dusty Colyer-Worth, Visitor Center Manager, and Molly Kern, Communications
Director, of the San Luis Obispo Chamber of Commerce presented their first quarter
report, concerning contract obligations with the PCC.
A review of guest services related statistics was presented, highlighting their new
service staffing for Farmer’s Market and staff noted an increase of guests from
Southern California.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 12, 2016 Page 2
Communications Director Kern reviewed the public relations highlights for the quarter,
noting coverage in the Chicago Tribune, Eater Los Angeles, an LA times piece titled
“Inside the Gum Wall Stand-off Between Seattle and San Luis Obispo”, and a San
Francisco Chronicle piece entitled, “Uber Wine Shuttle”. It was noted that the print
media exposure garnered 99 placements having a potential reach of 355,593,751
people.
The Committee discussed the reported public relations pieces and Committee Member
Lemieux noted for the record that she, “loves bubblegum alley.”
2. SLO Happenings Program Quarterly Promotions Update
Judith Cohen and Victoria Moreno, representatives of FreshBuzz Media, presented the
quarterly promotions activity report for the SLO Happenings program. They reviewed
the #TicketTuesday contest success to date, noted that video content continues to get
better exposure than still images, and reported on social media metrics and projections
for the upcoming quarter.
3. SLO Happenings Program Technology Quarterly Update
Mike Holiday, GFI Systems, reported on the technology developments for the SLO
Happenings app, demonstrated the beta version for the requested program updates, and
noted that the user session times are up to just over two minutes.
BUSINESS ITEMS
1. 2017-19 Goal Setting
Tourism Manager Cano reviewed the City’s goal setting process, the current financial
context for the City, the PCC recommended goals for 2015-17, and the current 2015-17
Major City Goals.
Using their past recommended goals, the Committee made refinements and additions to
create preliminary goal recommendations for 2017-19, and directed staff to forward
them to the City Finance Director.
2. Strategic Plan Proposal Update
Tourism Manager Cano reported that interest in the strategic plan proposal RFP has
been low. Feedback received has indicated that the current budget may not be sufficient
for the tasks requested. Meetings have been scheduled with two interested parties for
the upcoming week. Due to the low number of applicants, the Committee provided
input for revising the Strategic Plan Work scope proposal requirements.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 12, 2016 Page 3
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA Update
Stephanie Roberson provided an update on the Festival Mozaic live streaming event
from Mission Plaza.
2. TBID Board Report
Tourism Manager Cano reviewed the minutes from the September 14, 2016 TBID
meeting.
3. Tourism Program Update
Tourism Manager Cano reported that recruitment for the Tourism Coordinator position
is open until October 19th 2016. To date over seventy applications have been received.
Interviews will be schedule in November. Upcoming Tourism program events and
calendar items include SLO Beer Week, the Los Angeles Magazine “Food Event”,
Visit SLO County Travel/Trade FAM (familiarization) tours, the Visit California Rural
Tourism meeting, and the Central Coast Tourism Committee (CCTC) mid-year
workshop.
ADJOURNMENT
The meeting was adjourned at 7:20 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, November 9, 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
Visit San Luis Obispo County
Activity Report, September 2016
Visit San Luis Obispo County Rebrand to be Released this Fall
Due to the lack of a developed and well-known destination brand, VSLOC’s new agency of
record (AOR), BCF, has used the findings from VSLOC’s comprehensive research project
(completed in June 2016) to develop a new Visit San Luis Obispo County brand. BCF created a
comprehensive brand identity, including naming, visual identity, photography and style guide,
along with brand messaging architecture. VSLOC will also be releasing a Marketing Plan that
extends through June 2018. These important components will be reviewed by VSLOC’s
Marketing Committee and Board of Directors this month.
- What’s New -
VSLOC Set to Take SAVOR on the Road this November
Visit San Luis Obispo County will partner with local restaurant, winery, brewery, distillery
and activity partners to take SAVOR on the road for the first time on November 19 at the
San Diego Bay Wine and Food Festival. SAVOR - A San Luis Obispo County Experience will
feature a 20’ x 30’ destination experience tent showcasing some of the best wine, beer,
craft spirits and culinary delicacies of San Luis Obispo County with a goal of encouraging
those attending to plan a trip to San Luis Obispo County and experience the destination
firsthand. SAVOR – A San Luis Obispo County Experience will continue on into 2017, with
a Seattle experience and additional shows being announced soon. Contact Michael
Wambolt at Michael@VisitSanLuisObispoCounty.com or fill out our contact form online
for more details on partnership opportunities: http://bit.ly/savor-contact
Industry Educational Symposium – Videos Now Online
Thank you to those who attended Visit San Luis Obispo County’s Industry Educational
Symposium on Wednesday, October 5, 2016 at the Embassy Suites in San Luis Obispo.
Constituents and members were updated on Visit San Luis Obispo County’s big picture
initiatives and travel trade efforts, and heard presentations from AmericanTours
International, The Wallace Group (on Measure J), and representatives from the Homeless
Foundation and CAPSLO. Visit San Luis Obispo County professionally recorded all of the
presentations and has posted them on its website, along with their respective
presentations in PDF form. Click this link to view: http://bit.ly/fall-2016-symposium.
Reminder: Holiday Events – Content Deadline: October 21
Visit San Luis Obispo County is looking for content for the upcoming holiday season. Please submit all content to VSLOC’s Marketing
Coordinator, Jordan Carson, at Jordan@VisitSanLuisObispoCounty.com. The deadline to submit content is Friday, October 21.
Visit California Films New TV Ad in the Oceano Dunes
For the second year in a row, Visit California will feature San Luis Obispo County in their upcoming
domestic and international television commercial. The ad showcases sandboarders, a growing craze,
at the Oceano Dunes. It will begin airing in January in key domestic markets and internationally in
markets such as China and Mexico, providing great exposure to our region. Visit California’s “Average
Joes” ad last year featured a bubblesmith blowing a large bubble in front of the iconic Morro Rock.
VisaVue Travel Data Now Available to Members
VSLOC is now participating in Visit California’s VisaVue® Travel data co-op for both domestic and
international travelers to SLO County. The reports offer key information on travelers and their VISA
spending by market segment and merchant category code. Reports have been converted into a snapshot
infographic form and are available to download at http://VisitSanLuisObispoCounty.com/Members-Area.
0
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured in AFAR:
SLO Farmers Market
(left); and in
Smarter Travel: SLO
Craft Brew Fest
(right).
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 40,843
UNIQUE VISITORS: 33,635
PAGE VIEWS: 124,889
AVG. PAGE VIEWS/VISIT: 3.06
AVG. TIME ON SITE: 2:17
TOTAL ORGANIC TRAFFIC: 32,285
% OF ORGANIC: 79%
MOBILE VISITS: 24,857
MOST VISITED EVENT PAGE:
AVOCADO AND MARGARITA FESTIVAL
(1,553 VIEWS)
TOTAL BLOG VISITS: 8,667
MOST SHARED BLOG: 5 REASONS
YOU SHOULD VISIT SAN LUIS OBISPO
COUNTY THIS FALL!
HTTP://BIT.LY/VISITSLOCTHISFALL
(711 SHARES)
VISIT SLO COUNTY
SOCIAL MEDIA ACTIVITY
FACEBOOK
LIKES: 17,704 NEW: 323
TOT. IMPRESSIONS: 528,256
HIGHEST ENGAGEMENT: IF YOU'RE
#SCENICSATURDAY DOESN'T LOOK
LIKE THIS, THEN IT'S TIME TO VISIT
SLO COUNTY AND DRIVE THE CA
HWY 1 DISCOVERY ROUTE. (1.4K
ENGAGEMENTS)
MOST REACTIONS: IF YOU'RE
#SCENICSATURDAY DOESN'T LOOK
LIKE THIS... (1.4K REACTIONS)
FOLLOWERS NEW
TWITTER: 6,652 68
31.5K IMPRESSIONS
TWEETS: 6,890
PINTEREST: 683 3
PINS: 802
INSTAGRAM: 6,941 366
POSTS: 827
VISITOR GUIDE DIST.
WEB DOWNLOADS: 64
GUIDES DISTRIBUTED: 1,860
TOTAL: 1,924
THIS MONTH IN SLO COUNTY
SUBSCRIBERS: 36,377
# OF OPENS: 5,594
# OF CLICK-THROUGHS: 974
THIS WEEK IN SLO COUNTY
CIRCULATION: 925
MOST CLICKED LINK:
DOL Issues New Overtime Pay
Rule
Media
Smarter Travel: 8 Beer Festivals Worth Traveling for That Aren’t Oktoberfest http://bit.ly/2ddWgc4
AFAR: Yes, You Really Should Check Out the Local Farmers’ Market http://bit.ly/2e4IRlg
Public Relations
Visit California Chicago Media Boot Camp: November 15-16
Travel Trade
Meeting & Conference Sales Mission: November 7-9 (Sacramento) – co-op opportunities available!
CalSAE Seasonal Spectacular: December 1
Visit California Mexico Sales Mission: January 2017
GoWest Summit Tradeshow: February 2017
National Tour Association Tradeshow (NTA): February 2017
ITB Berlin International Tradeshow: March 2017
US Travel Association’s IPW: June 3-7 (Washington D.C.) – co-op opportunities available!
VSLOC Attends VCA Los Angeles Media Event
Kylee Jepsen, PR Representative for VSLOC, had the opportunity to attend the Visit
California LA Media Event in September. Over 80 Los Angeles based media were in
attendance, including AAA Westways, Disney, Conde Nast and others, giving VSLOC
the opportunity to gain media exposure in this key drive market.
VSLOC Leads Tour & Travel Sales Mission
On September 20-21, Michael Wambolt led a Tour & Travel Sales Mission in Los
Angeles, with a focus on meeting and expanding our relationships with Chinese
receptive tour operators. Wambolt met with representatives from Galaxy Inc,
Hyde Travel, Seagull Tours, ATI, American Ring Travel, and others. During the
mission, he also attended the MPI Southern California networking mixer.
VSLOC Hosts BrandUSA/Visit California China FAM
On September 16-17, VSLOC’s Director of Travel Trade, Michael Wambolt, hosted
10 decision makers consisting of CEOs and Directors from some of China’s largest
tour companies, including Utrip, China CYTS, Carissa Int., Beijing Fancy Tours, CITS
and others. The group enjoyed a tour of Hearst Castle, ziplining, a stay at Allegretto
Vineyard Resort and a traditional Chinese dinner at China Gourmet in Paso Robles.
Compliance Update: DOL Issues Final Overtime Pay Rule
On May 18, 2016, the U.S. Department of Labor (DOL) announced a final rule regarding
overtime wage payment qualifications for the “white collar exemptions” under the Fair
Labor Standards Act (FLSA). The final rule increases the salary an employee must be
paid in order to qualify for a white collar exemption. The required salary level is
increased to $47,476 per year and will be automatically updated every three years. For
complete details on compliance, click here: http://bit.ly/overtime-law.
Trending
California
August 2016 vs August 2015 Lodging Statistics (STR, Inc.)
Monterey/Salinas
Santa Barbara/Santa Maria
Date: October 4, 2016
Client: Visit San Luis Obispo County
Dates: September 2016
Executive Overview
SEO Activities Completed Last Month:
* Monthly call with client.
* Google Analytics Check. No unusual activity noted.
* Crawl error check, a bunch cleared but no legitimate errors.
* Added internal links to blog posts, where appropriate.
* Installed new meta tags in CMS.
* Heatmaps ran for 35 days (Hotels, Trip Ideas). Downloaded and sent to client.
* Started SEO content recommendations.
* Quarterly broken link scan and corrections + spell-check scan and corrections.
Organic Traffic Overview:
Organic sessions increased 20% over last year. Some pages with the best year-over-year organic growth
were: Fairs and Festivals by 9%, Children's Activities 4%, Events by 28%, Music & Dance by 56%, and
Morro Bay by 419%.
Other Notes:
* Total sessions increased by 10%, users increased by 11% and pageviews increased by 5%.
* The blog home page received 149 pageviews last month.
* The entire blog received 8,667 pageviews last month.
Industry Averages
Engagement Metrics Industry Average Your Website % Difference
Total Pages Per Visit:2.41 3.06 21.18%
Total Average Visit Duration:0:02:07 0:02:17 7.51%
Total Bounce Rate:56.09%47.69%-17.61%
Organic Pages Per Visit:2.45 3.21 23.65%
Organic Average Visit Duration:0:02:07 0:02:22 10.58%
Organic Bounce Rate:56.07%44.67%-25.51%
SEO Overview
Page 2 of 19
Date: October 4, 2016
Client: Visit San Luis Obispo County
Date Range: April 1 - September 30, 2016
Total Traffic Overview:
Apr May Jun Jul Aug Sep
Visits:40,417 46,916 48,327 58,075 43,809 40,843
Unique Visitors:34,203 39,349 40,379 47,698 36,664 33,635
Bounce Rate:51%48%47%47%48%48%
Pageviews:110,213 132,744 141,856 172,916 128,985 124,889
Avg Pageviews Per Visit:2.73 2.83 2.94 2.98 2.94 3.06
Avg Time on Site:0:02:01 0:02:07 0:02:15 0:02:13 0:02:13 0:02:17
Total Organic Search Traffic:29,043 36,032 37,646 46,079 34,060 32,285
% of Traffic Organic Search:72%77%78%79%78%79%
Entry Pages From Search:1,882 1,966 1,904 2,045 1,935 1,957
VisitSLOCounty Visits:16,518 6,854 555 286 110 110
VisitSLOCounty Bounce Rate:68%80%55%79%49%64%
Mobile/Tablet SnapShot:
Apr May Jun Jul Aug Sep
Visits:22,655 27,916 28,965 38,096 26,506 24,857
% of visits 56%60%60%66%61%61%
Bounce Rate:53%51%51%51%52%50%
Pageviews: 55,662 70,124 74,402 100,032 69,193 68,494
Avg Time on Site:0:01:46 0:01:49 0:01:49 0:01:52 0:01:54 0:02:01
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Apr May Jun Jul Aug Sep
Total Visits Comparison
Prior Year This Year
79.05%
13.46%
4.34%
2.96%
0.19%
Traffic Sources
Organic Search Direct Referral Social Email 0
8,000
16,000
24,000
32,000
Apr May Jun Jul Aug Sep
Mobile/Tablet Visits
Prior Year This Year
Page 3 of 19
Date: October 4, 2016
Client: Visit San Luis Obispo County
Date Range: September 2016
Organic Traffic % of Total
Site Traffic
Visits 32,285 79.05%
Organic Engagement Compared to Site Engagement
Pageviews Per Visit 3.21 4.94%
Avg. Time on Site 0:02:22 3.43%
New Visits 74.29%-0.03%
Bounce Rate 44.67%-6.32%
Search Engine Visits Percent
google 30,133 93.33%
yahoo 1,231 3.81%
bing 839 2.60%
aol 51 0.16%
ask 13 0.04%
images.google 9 0.03%
Exact Keyword Visits Percent Landing Page Visits Percent
(not provided)31,310 96.98%/events 6,522 20.20%
san luis obispo 70 0.22%/2,160 6.69%
san luis obispo events 25 0.08%/events/all/fairs_and_festivals 1,498 4.64%
morro bay 15 0.05%/community/morro-bay 835 2.59%
pismo beach things to do 13 0.04%/our-area 718 2.22%
events san luis obispo 9 0.03%/events/461 625 1.94%
hearst castle 9 0.03%/community/paso-robles 581 1.80%
morro bay ca 8 0.02%/profile/1468/avila-beach-farmers-market 557 1.73%
slo events 8 0.02%/profile/402/lake-lopez-recreation-area 514 1.59%
cambria scarecrow festival 7 0.02%/events?page=1 503 1.56%
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
Apr May Jun Jul Aug Sep
Organic Visits Comparison
Prior Year Current Year
Page 4 of 19
Date: October 4, 2016
Client: Visit San Luis Obispo County
Date Range: September 2016
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Movie Lovers 18,595
News Junkies/Entertainment & Celebrity News Junkies 15,824
TV Lovers 15,442
Travel Buffs 15,338
Home Decor Enthusiasts 14,366
Shoppers/Shopaholics 14,064
Cooking Enthusiasts/Aspiring Chefs 13,954
Technophiles 13,808
News Junkies 12,350
Music Lovers 11,992
Other Categories:
Top 10 Categories Visits
Arts & Entertainment/Celebrities & Entertainment News 8,725
Travel/Hotels & Accommodations 5,325
Food & Drink/Cooking & Recipes 5,258
News/Weather 5,155
Arts & Entertainment/TV & Video/Online Video 4,897
Real Estate/Real Estate Listings 4,079
News/Politics/Campaigns & Elections 3,871
Sports/Team Sports/American Football 3,866
News/Sports News 3,399
Travel/Air Travel 3,217
Affinity Categories broaden the scope to identify users in terms of
lifestyle; for example, Technophiles, Sports Fans, and Cooking
Enthusiasts. These categories are defined in a similar way to TV
audiences, and represent an opportunity to understand the behavior
of your audience.
Other Categories are used to classify groups of users based on the
specific content they consume, along with how recently and
frequently they consume that content. This category data provides a
more focused view of your users, and lets you analyze behavior more
narrowly than Affinity Categories.
* Per Google
9.03%
15.12%
10.88% 10.41% 11.86%
5.71%
4.47%
7.88%
7.14% 6.61%
6.66%
4.23%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 5 of 19
Date: October 4, 2016
Client: Visit San Luis Obispo County
Date Range: September 2016
Top Content:Geographic:
Top Landing Pages Entrances
/events 7,213
/3,495
/events/all/fairs_and_festivals 1,602
/community/morro-bay 900
/our-area 826
/poly-parents 735
/events/461 682
/community/paso-robles 621
/profile/1468/avila-beach-farmers-market 591
/profile/402/lake-lopez-recreation-area 571
Top Content Pages Pageviews
/events 12,887
/4,986
/events/all/fairs_and_festivals 4,043
/events?page=1 2,514
/our-area 1,697
/events/3038/avocado-and-margarita-festival 1,553
/events/all/childrens_activities 1,244
/events/2456/billabong-s-still-frothy-surf-festival 1,220
/community/morro-bay 1,200/events/3135/cowparade-slo-county-launch-at-the-madonna-
meadows 1,068
Top Exit Pages Exits
/events 2,978
/1,963
/events/all/fairs_and_festivals 1,037
/our-area 878
/events/461 611
/community/morro-bay 586
/profile/1468/avila-beach-farmers-market 571
/events?page=1 542
/poly-parents 521
/profile/402/lake-lopez-recreation-area 463
12%
11% 10%
3%
3%
2%
2%
2% 1%
1%
52%
Top Cities Los Angeles
San Francisco
San Luis Obispo
Paso Robles
Atascadero
Arroyo Grande
Santa Maria
Pismo Beach
Sacramento
Bakersfield
Other
87.0%
1.5%
1.1% 1.0%
0.9%
0.6%
0.6%
0.6%
0.6% 0.5%
5.5%
Top States California
Texas
Arizona
Washington
Nevada
New York
Colorado
Illinois
Oregon
Virginia
Other
31.09%
22.72%
17.11%
4.24% 3.94%
2.77% 2.32%
1.86%
0.94%
0.84%
12.17%
Top Metros Santa Barbara-Santa Maria-San Luis Obispo CA
Los Angeles CA
San Francisco-Oakland-San Jose CA
Fresno-Visalia CA
Sacramento-Stockton-Modesto CA
Monterey-Salinas CA
San Diego CA
Bakersfield CA
Phoenix AZ
Seattle-Tacoma WA
Other
Page 6 of 19
Date: October 4, 2016
Client: Visit San Luis Obispo County
Date Range: September 2016
In-MarketVs Visitor:
4,914
11,072
0 5,000 10,000 15,000 20,000 25,000
In-Market
Out of Market
Desktop Visits
5,766
19,091
0 5,000 10,000 15,000 20,000 25,000
In-Market
Out of Market
Mobile/Tablet Visits
69.26%
30.74%
76.80%
23.20%
Page 7 of 19