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Home My WebLink About11-17-2016 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee Thursday, November 17, 2016 5:30 P.M. Sand Inn & Suites 1930 Monterey Street, San Luis Obispo The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the quality of life available to all residents of and visitors to San Luis Obispo and (2) promote, in a manner consistent with long-range community goals, the development of San Luis Obispo as a regional and tourist center. CALL TO ORDER: Chair Stephanie Roberson PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you may address the Committee on items that are not on the agenda but are of interest to the public and within the subject matter jurisdiction of the Promotional Coordinating Committee. The Committee may not discuss or take action on issues that are not on the agenda other than to briefly respond to statements made or questions raised, or ask staff to follow up on such issues. CONSENT ITEMS C.1 Minutes of the Meeting on October 12, 2016 C.2 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid Support Report C.5 Visitors Center Report C.6 SLO Happenings Promotions Report C.7 SLO Happenings Technology Report C.8 TOT Report PRESENTATIONS 1. CHAMBER MONTHLY REPORT 10 mins Representatives from the SLO Chamber will present the report for the public relations activities that occurred over the past month. BUSINESS ITEMS 1. FINALIZE 2017-19 GOAL SETTING 10 min In preparation of the goal setting process for the 2017-19 Financial Plan, the committee will finalize their recommended goals for Council to consider. 2. PCC COMMITTEE STRATEGIC PLAN PROPOSAL REVIEW 40 mins The PCC will review and discuss the proposal received for the development of the PCC Strategic Plan and workshop facilitation. The committee will also review and discuss the next steps in the process for committee direction and input. PCC LIAISON REPORTS & COMMUNICATION At this time Committee members make announcements, report on activities, refer to staff issues for study and report back to the Committee at a subsequent meeting. 1. GIA UPDATE – LIAISON REPORT 2. TBID BOARD REPORT – TBID Minutes: October 12, 2016 3. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on November 10, 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 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 Community Promotions Budget 2016-17 Budget 2016-17 Amount Budget 403,609$ 2015-16 Released Encumbrances -$ Returned Funds (GIA)-$ Total Budget 403,609$ Expenditure Last Updated 11/10/2016 Expenditure Allocated Expended Available Balance Contractor Grants-in-Aid Funding 100,000$ 100,000$ -$ GIA Recipients Grants-in-Aid Promotional Support Contract 28,000$ 9,332$ Chamber of Commerce Event Promotion Funding 40,000$ 40,000$ -$ City Administration SLO Happenings Program - Technology 15,900$ 9,100$ GFL SLO Happenings Program - Promotion 30,000$ 10,186$ FreshBuzz General Contract Services 7,600$ 5,000$ 2,600$ Various: Strategic Plan Visitors Center 103,000$ 34,332$ Chamber of Commerce PR Contract 34,000$ 11,332$ Chamber of Commerce Downtown Maps 8,500$ Chamber of Commerce Support Cost 5,000$ 50$ City Administration Administration 31,609$ 31,609$ City Administration Total 403,609$ 2,600$ 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/ Grants- in-Aid Marketing Support October 2016 Report Organization Event VC PR SM EC MTG ST PC Almond Country Quilt Guild Seven Sisters Quilt Show X X Cal Poly Corporation (for Cal Poly Arts)Cal Poly Arts Broadway Series X X X California Poppy Foundation Holiday Beer Festival Canzona Women's Ensemble Canzona Women's Ensemble Concerts (Choral Music)X X X Central Coast Shakespeare Festival Shakespeare Under the Stars X X X Cuesta College Foundation Friends of the CPAC 6th Annual Gala X X X X X Ecologistics, Inc.Deep Green Convergence X Festival Mozaic Festival Mozaic Live Concert Broadcast in Mission Plaza X Foundation for San Luis Obispo County Public Libraries Book and Author Series (Formerly Literary Salon)X History Center of San Luis Obispo County Friday Night at the Museum X X Opera San Luis Obispo La boheme: A City-Wide Arts Collaboration X X X X X Orchestra Novo Oz with Orchestra X Performing Arts Center, San Luis Obispo BravoSLO Saint Andrew Greek Orthodox Church An Evening in Greece X X San Luis Obispo Classical Academy An Evening with Garrison Keillor X X X X X San Luis Obispo County Arts Council dba ARTS Obispo Children's Day in the Plaza with Passport to the Arts San Luis Obispo Little Theatre SLO Little Theatre 70th Anniversary Season X X X X San Luis Obispo Railroad Museum Central Coast Railroad Festival X X X X San Luis Obispo Soccer Club SLO Summer Classic 2016 X San Luis Obispo Vocal Arts Ensemble Vocal Arts Ensemble 40th Anniversary Year X X X SLO Downtown Association 41st Annual Holiday Parade SLO Downtown Association 21st Annual Concerts in the Plaza X X X SLO Downtown Association Santa's House X SLO Noor Foundation Compassionate Hearts of Noor X Black is current month, gray is past work 24 Total; 20 served to date or in progress VC- Dropped off materials for display in Visitor Center; brochures, posters, etc. PR- Sent out Press Release SM- Ran event through Social Media outlets EC- Included in Event Calendar MTG- Meet with Groups in person to offer public relations advice and support ST- Sell Tickets for events through the Visitor Center PC- In place of in person meeting, had phone call with group to discuss details. Report to City of SLO – PCC Visitor Services Contract October 2016 Visitor Interaction October 2015 September 2016 October 2016 Walk-ins 6,605 6,280 6,896 Farmers’ Market* 500 2,500 500 Phone calls 307 523 438 Emails 625 412 522 *estimate without people counter Visitor Center Highlights  Set up a Visitor Center booth in the Downtown Farmers’ Market for CP Family Weekend  Distributed GIA recipient event materials to all SLO hotel properties  Staffed visitor resource booth during Family Weekend at Cal Poly  Enjoyed helping every single visitor that came through our doors Demographic Snapshot International travelers 471 Asia 4% Africa 1% Europe 39% Australia/New Zeeland 16% United Kingdom 25% North America 10% South America 5% Domestic travelers (outside of CA.) 430 West 6% West Coast 19% East Coast 24% Southw est 19% Midw est 24% South 8% California travelers 1,218 Northern CA 27% Southern CA 28% Central Coast 39% Central Valley 5% Desert 1% Calendar of Events October 2016 November 2016 Events in calendar 178 137 SLO HAPPENINGS MARKETING - MONTHLY REPORT REPORT PERIOD: October 1 – 31, 2016 PROGRAM SERVICES & RESULTS SUMMARY Services Delivered: Promotional Mobile App Digital, Social, Content Marketing Strategies, Media Advertising Planning and Execution, Content Planning and Execution, Creative Design, App and Page Design, and Video Production & Editing . Results Summary: Fall is in full swing and with fewer events than over the Summer, we are seeing slight reduction in results overall, but user numbers remain steady and they continue to both use and share the app. We look forward to the new app feature rollout and promoting all added benefits, and to soliciting new reviews on the app stores. APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ] Number of App Sessions: 2,847 (-147 / -4.91%) Number of Active Users: 1,479 (-127 / -7.91%) Number of App Downloads: / New Users: 331 409 (-78) / -19-07%) Number of App Page Views: 15,732 (-75 / -0.47%) Number of Submission Sessions: 177 (-24 / -11.94%) Number of Submission Users: 83 99 (-16 / -16.16%) Number of Splash Page Link Clicks: 17,745 (+326) Number of Add Event Page Link Clicks: 194 (+5) Number of Curated Events Entered / Posted: 78 Number of Contest Entries (Emails Collected) 251 MEDIA / ADVERTISING Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Budget Engagement / Awareness / Clicks to Website 17,080 43,752 14,583 .59% $247.06 SOCIAL CHANNELS The FreshBuzz team manages, curates and posts upcoming events, promotions and local information, provide branded designs, timeline and digital app contests, connect and engage with the community users and event planners, optimize the media campaigns and deliver provide quick response monitoring -- incrementally growing all channels. FACEBOOK September 2016 October 2016 +/- Likes 22,330 22,325 -5 TWITTER September 2016 October 2016 +/- Tweets 1,041 1,089 +48 Following 2459 2455 -4 Followers 2,102 2,148 +46 Likes 118 119 +1 INSTAGRAM September 2016 October 2016 +/- Posts 153 164 +11 Followers 2,436 2,591 +115 Following 1,112 1,283 +171 3765 S. Higuera St. Suite 120 San Luis Obispo, CA 93401 SLO Happenings October Report Events Events : 265 Submissions : 74 From C hamber : 191 User Location SLO County: 55% San Francisco: 16% Los Angeles: 14% Other: 15% Most Popular Events: EXHIBITION: What of the Night? Inventing the Motel Inn 103 Mother ’s Tavern 48 1001 1031 Kids Eye View 107 1030 Airport D ay with Cal Fire 1015 EXHIBITION: SLO County En Plein Air 1007 1030 Usage: 2016 2015 Users :1,479 1,407 ( 5.12% increase) Times Opened: 2,790 2,237 (24.72% increase) Avg. Session Length: 2:17 1:07 (104.87% increase) TOT Comparison 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 Change +/-2015-16 2016-17 Change +/-2015-16 2016-17 Change +/-2015-16 2016-17 Change +/- July 508,195$ 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 PROMOTIONAL COORDINATING COMMITTEE Proposed Major City Goals for 2017-19 Background Consistent with its assigned role, the adopted goals concentrate on improvements and enhancements that would make the City of San Luis Obispo an even better place to reside and visit. The PCC did not weigh the goals since the members felt that they were equally important. Goals  Beautification of the City and opportunities to incorporate art into public spaces. Support the enforcement of City policies affecting the look of the City and the gateways.  Increase the efforts to make SLO more pedestrian and bike friendly by enhancing the local infrastructure and signage, and increase the awareness of their availability.  Enhance awareness and availability of the natural spaces in and around town to residents and visitors. Support the effort of the Tree Committee and the enhancement of the Urban Forest.  As a City embrace and facilitate ways to enhance the quality of life for residents and visitors. o Find ways to make the event/activity processes easy, cost effective, and user friendly. o Support collaboration with local cultural, recreational and competitive sports events to drive visitors to San Luis Obispo. o Recognize and support the individual contributions of the PCC and TBID in our efforts to collaborate. o Increased GIA funding to support nonprofits.  Implementation of the Mission Plaza Concept Plan.  Finish the build-out of the directional wayfinding program.  Address the issues relative to the transient and homeless populations throughout the City.  Support the update of the Economic Development Strategic Plan to address the quality of life. 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