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HomeMy WebLinkAboutLRC2 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