HomeMy WebLinkAbout02-08-2017 TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business
Improvement District Board
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, February 8, 2017
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, January 11, 2017
C.2 Smith Travel Report
C.3 Chamber Public Relations Report
C.4 BCA + Matchfire Marketing Report
C.5 Chamber Visitor Center Report
C.6 TOT Report
PRESENTATIONS
1. SLO MUSEUM OF ART 10 mins
Jeff Al-Mashat will present a report on the San Luis Obispo Museum of Art’s capital campaign.
2. SLO WINE MID YEAR REPORT 10 mins
Heather Muran from the SLO Wine Country Association will present the activity report for the annual
partnership contract status with the SLO TBID.
3. RACESLO UPDATES 10 mins
Samantha Pruitt will present an update on the 2017 SLO Marathon & the Healthy Running Conference
and share the Race SLO Economic Impact report findings.
4. MARKETING AGENCY MONTHLY REPORT 10 mins
Representatives from BCA + MatchFire (formerly StudioGood) will present the report for the marketing
activities over the past month for the SLO TBID.
5. CHAMBER MONTHLY REPORT 10 mins
Representatives from the SLO Chamber will present the report for the public relations activities over the
past two months 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. 2016-17 MID YEAR BUDGET UPDATE & 2017-19 FINANCIAL PLAN 15 mins
Management Committee and Staff will update the TBID Board on the mid-year budget adjustments for
2016-17. Staff will discuss the timeline and process for the development of the 2017-19 financial plan
budget.
2. STRATEGIC PLAN UPDATE COMMITTEE ASSIGNMENTS 5 mins
The Management Committee will review the committee assignments for the Strategic Imperatives and
Initiatives.
3. MARKETING COMMITTEE RECOMMENDATIONS 15 mins
The Marketing Committee will present and discuss recommendations with the TBID Board f or approval.
4. REVIEW OF COMMITTEE BYLAWS 5 mins
The Board will perform the bi-annual review of the bylaws for the TBID and discuss any amendments to
be submitted to the City Council.
TBID LIAISON REPORTS & COMMUNICATION
At this time board members make announcements, report on activities, refer to staff issues for study and report
back to the board at a subsequent meeting.
1. HOTELIER UPDATE – Liaison Reports
2. MANAGEMENT COMMITTEE UPDATE – Minutes: January 24, 2017
3. MARKETING COMMITTEE UPDATE – No Minutes posted for review: Meeting held on February 6,
2017
4. PCC UPDATE – Minutes: January 11, 2017
5. VISIT SLO COUNTY UPDATE – Liaison Reports; December Activity Report
6. TOURISM PROGRAM UPDATE – Staff Report
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on February 3, 2017, 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, January 11, 2017
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, January 11, 2017 at 10:03 a.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Vice-Chair Nipool Patel.
ROLL CALL
Present: Board Members Clint Pearce, Pragna Patel-Mueller (10:05), LeBren Young-Harris
(10:05), Amy Swink, and Vice-Chair Nipool Patel
Absent: Chair Matthew Wilkins and Board Member Dean Hutton
Staff: Tourism Manager Molly Cano, Deputy Director of Community Development Xzandrea
Fowler, and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
OATH OF OFFICE
Board Member, Amy Swink, was sworn in by Recording Secretary, Kevin Christian.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER
YOUNG-HARRIS, CARRIED (4-0), to approve Consent Calendar Items C1 through C6.
C1. Minutes of regular meeting on Wednesday, December 14, 2016
C2. Smith Travel Report
C3. Chamber Public Relations Report
C4. BCA + Matchfire Marketing Report
C5. Chamber Visitor Center Report
DRAFT Minutes – Tourism Business Improvement District Board Meeting of January 11, 2017 Page 2
C6. Transit Occupancy Tax (TOT) Report
PRESENTATIONS
1. MARKETING AGENCY MONTHLY REPORT
Representatives from BCA + Matchfire presented an activity report for their TBID
marketing activities over the past quarter and responded to Board Member questions.
Highlights included the upcoming SLO Craft Beer Fest, the design of their Itinerary
Inspiration Guide brochure, and staged site enhancements. It was noted that Gmail
Interest Targeting is new and is slowly growing.
The Board requested that click through rates be tracked by hotel as well as the overall
site.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. CHAMBER OF COMMERCE QUARTERLY REPORT
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, presented the activity report for the public relations and
phone/availability contracts from the previous quarter for the SLO TBID. Highlights
included an increase in Asian visitors, and a high number of calls for hotel availability
generated by the Thanksgiving holiday.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of January 11, 2017 Page 3
BUSINESS ITEMS
1. HOMESTAY PROGRAM UPDATE
Xzandrea Fowler, Deputy Director Community Development, and Steve Orozco,
Planning Technician, provided an update on the homestay program activity for FY
2015-16. Included in the update was a report on registration compliance, non-
compliance fees, and a discussion of the difficulties in gathering data on listing
locations. Based on an analysis of various on-line booking services, it was noted that
there is a 33% compliance rate for registrations. A review of the costs and benefits of
using a “host-compliance” service was presented. An updated report on the homestay
program will be presented to City Council in March.
The Board expressed concerns about the unknown impacts of further regulation, but
noted they would like the rules that apply to hotels be applied similarly to homestays.
Interest was expressed in the use of a “host-compliance” service, remarking that
compliance fees should be used to offset costs. The Board requested that they receive a
quarterly report on the home-stay program rather than an annual update.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. WINTER PROMOTION APPROVAL
Due to the success of the 2016 winter promotion, representatives from BCA +
Matchfire recommended doing a “Money for a Rainy Day” promotion again for Winter
2017. The number of hotel nights booked and promotional feedback from 2016 were
reviewed. An overview of the promotion and revised creative were presented. The
following Rules and Restrictions were presented:
To Redeem:
Email your lodging confirmation to info@sanluisobispovacations.com to received a
promotion confirmation letter (emailed).
Bring all 3 items noted below to the San Luis Obispo Chamber of Commerce
Visitor Center (895 Monterey Street, San Luis Obispo, CA 93401).
Promotion confirmation letter (printed or digital accepted)
Your lodging confirmation showing proof of booking and travel dates (both must be
between Jan. 15, 2017 and March 31, 2017)
Hotel room key
You’ll receive a $100 Visa Gift Card from Visitor Center staff to spend how you
choose!
DRAFT Minutes – Tourism Business Improvement District Board Meeting of January 11, 2017 Page 4
Valid on new bookings only for travel dates between January 15, 2017 – March 31,
2017. Visitor must send proof of purchase to info@sanluisobispovacations.com to
reserve this promotion, then show proof of purchase and room key to San Luis
Obispo Chamber of Commerce Visitors Center staff to pick up $100 Visa Gift
Card. Gift cards will not be mailed and must be picked up in person during the time
of your stay at the San Luis Obispo Chamber of Commerce Visitors Center, 895
Monterey Street, San Luis Obispo, CA 93401. Offer limited to first 470 reservations
to claim. Some exclusions, including blackout dates of February 18-19, apply. For
questions regarding this offer, email info@sanluisobispovacations.com. One (1)
Visa Gift Card per 2-night stay. Three (3) Visa Gift Cards maximum. Offer cannot
be combined with any other offers. Must use entire $100 gift card by December 31,
2017.
The Board requested that if this program is continued again for 2018, that it be
modified to start at the beginning of January 2018.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER YOUNG-HARRIS, SECOND BY BOARD
MEMBER SWINK, CARRIED (5-0), to accept the Winter promotion program as presented.
TBID LIAISON REPORTS & COMMUNICATION
1. HOTELIER UPDATE
Board Member Patel-Mueller noted that she has meetings scheduled with her hotels.
2. MANAGEMENT COMMITTEE UPDATE – No meeting
3. MARKETING COMMITTEE UPDATE – No meeting
4. PCC UPDATE – MINUTES: December 14, 2016
Tourism Manager Cano reported on the PCC meeting with their strategic plan vendor.
5. VISIT SLO COUNTY UPDATE
Tourism Manager Cano highlighted the Savor-on-the-Road publication piece, and
reported on discussions concerning the Conference Center feasibility study.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of January 11, 2017 Page 5
6. TOURISM PROGRAM UPDATE
Tourism Manager Cano,
Reviewed the programs and projects that the new Tourism Coordinator, Liesel
Kuehl will be working on, noting that she begins work January 12, 2017.
Announced that Board Members Swink and Hutton are up for reappointment in
April, and that Board Member Hutton will be terming out, leaving an open Board
seat.
Passed out new #shareslo bags that will be used as promotional items at the
upcoming tradeshows.
Announced that the Amgen Tour of CA will be coming through the City on
Tuesday, May 16th, and that there are currently discussions on what route may be
used through the City.
Reported that the recently released Visit California digital guide, highlights San
Luis Obispo with a “perfect day” itinerary in for the Central Coast.
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, February 8, 2017 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/2017
STR Report January 2017
Week of January 1 - 7
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 47.2 43.0 108.05 105.95 50.97 45.61 9.6 2.0 11.7 11.7 0.0 9.6
City of Pismo Beach 55.9 43.8 121.05 118.17 67.61 51.81 27.4 2.4 30.5 30.5 0.0 27.4
City of San Luis Obispo 51.5 43.4 101.50 102.64 52.29 44.58 18.6 -1.1 17.3 17.3 0.0 18.6
Week of January 8 - 14
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 59.9 56.8 115.22 112.73 68.97 64.03 5.4 2.2 7.7 7.7 0.0 5.4
City of Pismo Beach 50.3 54.8 123.33 123.68 62.06 67.83 -8.3 -0.3 -8.5 -8.5 0.0 -8.3
City of San Luis Obispo 57.9 61.7 111.47 114.71 64.52 70.81 -6.2 -2.8 -8.9 -8.9 0.0 -6.2
Week of January 15 - 21
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 58.2 53.8 113.10 109.51 65.87 58.96 8.2 3.3 11.7 11.7 0.0 8.2
City of Pismo Beach 52.1 52.3 119.52 121.20 62.21 63.45 -0.6 -1.4 -1.9 -1.9 0.0 -0.6
City of San Luis Obispo 59.5 58.1 109.82 114.45 65.39 66.51 2.5 -4.0 -1.7 -1.7 0.0 2.5
Week of January 22 - 28
Percent Change
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 56.2 50.9 111.97 107.18 62.97 54.59 10.4 4.5 15.3 15.3 0.0 10.4
City of Pismo Beach 55.4 51.3 121.16 117.76 67.13 60.41 8.0 2.9 11.1 11.1 0.0 8.0
City of San Luis Obispo 62.9 51.3 113.88 109.98 71.58 56.37 22.6 3.6 27.0 27.0 0.0 22.6
January
2016 2015 2016 2015 2016 2015 Occ ADR RevPAR Room Rev Room Avail Room Sold
City of Paso Robles 55.4 51.1 112.38 109.08 62.21 55.79 8.2 3.0 11.5 11.5 0.0 8.2
City of Pismo Beach 53.5 50.6 121.96 120.35 65.27 60.86 5.8 1.3 7.2 7.2 0.0 5.8
City of San Luis Obispo 57.9 53.5 109.06 111.15 63.15 59.46 8.2 -1.9 6.2 6.2 0.0 8.2
RevPARADR Percent ChangeOcc %
Running 28 Days - TY vs. LY
Occ %RevPAR
ADR RevPAR
RevPAR
Current Week - TY vs. LY
ADR
ADR
Occ %
Occ %
Current Week - TY vs. LY
Current Week - TY vs. LY
Occ %
Current Week - TY vs. LY
RevPARADR
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2017
Media/Community Relations
1. Wrote release regarding updates to the SLO Happenings App.
2. Coordinated beer-cation press trip for Great Beer Now writer Bryan Carey.
3. Coordinated lodging for foodie Instagram influencer Priya Prabhakar (@Food.Drunk)
who was in the City with Visit SLO County and Visit California to cover Restaurant
Month.
4. Pitched the TBID’s Money for a rainy day promotion to several outlets including the LA
Times, San Diego Union Tribune, Thrillist and the Bay Area News Group.
5. Pitched San Luis Obispo as one of the best stops along the Pacific Coast Highway to
Greig Santos-Buch of Winederlusting.com.
6. Pitched San Luis Obispo to be featured in a roundup of undiscovered wine
destinations for 2017.
7. Pitched the following ideas to Visit California for their new family travel platform
‘Kidifornia’:
a. SLO Skate Park
b. Sunset Drive-In
c. Children’s Museum
d. Hiking trails in San Luis Obispo
e. Farmers’ Market
f. SLO Railroad Museum
g. Bubblegum alley
8. Pitched San Luis Obispo as the perfect fit for a round-up of Slow Travel Experiences
Around the World that focus on connecting with the people, food and culture of a
destination.
9. Began coordinating press trip for Cheryl Crabtree who is updating the Central Coast
section of the Fodor’s 2018 California guidebook.
10. Continued to work with the city, Barnett Cox & Associates and StudioGood on overall
tourism marketing campaign including the lodging loyalty program and working with City
sponsored events.
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2017
Media Placements
1. How to score a free $100 gift card on your next visit to San Luis Obispo
Mary Forgione’s article in the LA Times about the Money for a Rainy Day deal was picked
up by more than 10 outlets in the first day it was live.
Unique Views: 23,901,579 (LA Tmes); 546,479 (other outlets combined)
http://www.latimes.com/travel/deals/la-tr-deal-san-luis-obispo-gift-card-20170126-story.html
2. Girl Beer Geek: How to make brewpubs a part of your New Years resolutions
Merideth Canham-Nelson’ article for the Santa Cruz Sentinel and the Monterey Herald
directs readers to San Luis Obispo as the recommended southern destination for beer
travel.
Unique Visitors Per Month: 344,472
http://www.montereyherald.com/lifestyle/20170125/girl-beer-geek-how-to-make-brewpubs-a-
part-of-your-new-years-resolutions
Unique Visitors Per Month: 831,620
http://www.santacruzsentinel.com/lifestyle/20170125/girl-beer-geek-how-to-make-brewpubs-
a-part-of-your-new-years-resolutions
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2017
3. Here are our 2017 travel goals. What are yours?
Arizona Republic travel reporter Dawn Gilbertson lists San Luis Obispo as one of her travel
goals in 2017.
Unique Visitors Per Month: 10,856,623
http://www.azcentral.com/story/travel/destinations/2017/01/06/2017-travel-goals/96195988/
4. Where to Eat on the Central Coast of California
Via magazine includes Foremost Wine Company, Flour House, and Sally Loo’s Café in their
updated article (originally posted in 2015) on the six best places to eat on the Central Coast.
Unique Views: 35,269
https://www.viamagazine.com/destinations/where-to-eat-central-coast-california
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2017
5. Perfect Day in San Luis Obispo
The Visit California Visitors Guide features a spread on San Luis Obispo including a day-
long itinerary.
http://www.nxtbook.com/nxtbooks/time/california_vg2017/#/126
6. No surprise here: SLO County a top ‘fitness-friendly’ spot
Tribune article reporting on San Luis Obispo’s #6 spot on the Smart Asset list of most fitness
friendly places.
Unique Visitors Per Month: 676,202
http://www.sanluisobispo.com/news/local/article124242054.html
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2017
7. 2016 IN REVIEW | not all doom and gloom
Aussie on the Road blogger includes his stop in San Luis Obispo along his US roadtrip as
a highlight of 2016.
Instagram: 9,742
Facebook: 3,624
Twitter: 15,100
http://www.aussieontheroad.com/2016-in-review/
8. Somm vs. Cicerone
Meridith May’s article for The Clever Root covers the SLO Beer Week sommelier vs.
cicerone pair-off dinner.
Circulation/Audience: 50,000
Report to City of SLO – TBID
Phone Line and Availability Contract
January 2017
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
Jan 2016
Jan 2017
Calls to
1-877-SLO-TOWN
5 17 35 30 67 87
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Jan 2016 Jan 2017
Email Response 11 13 10 9 33 43
Phone Calls to
Hotels
30 27 51 44 115 152
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Jan 2016
Jan 2017
Visitors Served
(Walk-ins)
1,127 1,079 960 1,367
4,502 4,553
Farmers’ Market* n/a n/a n/a n/a n/a n/a
Hotel Rooms
Referred
399 424
511
527
1,569 1,861
*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$ 650,117$ 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$ 628,049$ -2.2%78 72.9 -6.6 142.17$ 146.18 2.8 110.87$ 106.51 -3.9
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 6.2%65.1 66.5 2.1 128.84$ 133.3 3.5 83.85$ 88.61 5.7
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,490$ 1.1%59.7 58.9 -1.3 118.86$ 123.17 3.6 70.92$ 72.52 2.3
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$ 3,852,442$ 72.48 139.55$ 102.30$
7,186,067$
Occupancy ADR RevPAR
Figures from Smith Travel Research report
*December TOT totals missing 3 homestays.
Committee Assignments - Updated Plan
Imperative Initiative Committee Owner
Develop an engaging and comprehensive
Marketing Plan Marketing
Develop a SLO identity for attracting
corporate visitors Marketing
Identify, map and prioritize target audiences
for marketing and PR Marketing
Research future tourism trends Management
Clarify and strengthen the SLO (TBID/City)
brand platform, including minimization of
brand confusion Marketing
Identify assets and build a unique identity
for the City of SLO Marketing
Create a comprehensive Cal Poly/ Cuesta
partnership plan Management
Maximize partnership/ relationships at the
national, state, regional, and local levels Management
Foster utilization of referral services Management
Implement a plan to develop our next
strategic plan Management
Develop new ways to connect and
effectively communicate with our
stakeholders Management
Relevant Information Management
Develop strategies to make board
membership attractive, sustainable, and
easier Management
Further develop our loyalty program Marketing
Create a packaged program for "How to do
SLO" Marketing
Develop a world class event Marketing
Contribute to an Unforgettable SLO
Experience
Deliver Smart Growth
Develop SLO Brand
Build Meaningful Partnerships
Ensure Organizational Excellence
Advisory Body Handbook September 15, 2015
City of San Luis Obispo 60 | P a g e
M. Tourism Business Improvement District Board Bylaws
ARTICLE 1. PURPOSE
The Tourism Business Improvement District Board (TBID Board) advises the Council in the
administration and use of the TBID assessment funds. The Board recommends projects to promote
tourism to the City of San Luis Obispo to directly benefit the City’s lodging industry.
ARTICLE 2. MEMBERSHIP
The TBID Board shall consist of seven members from the San Luis Obispo City lodging industry
as appointed by the Council. Because of the diversity among assessment district members
represented by the Board, including local, regional and national lodging industry interests, it is
neither practical nor advisable to limit Board membership to City residents. Accordingly,
membership on the TBID Board shall be exempt from residency requirements otherwise applicable
to City Advisory bodies.
Board members shall be appointed for a term of four years, commencing on April 1st or any other
date as directed by the Council. No Board member shall serve more than two consecutive terms
(eight years) on the TBID Board. Any Board member who has been appointed to fill a vacant seat
in mid-term shall not be precluded from thereafter serving two four-year terms (eight years), so
long as the initial, partial term is less than one year.
One member of the TBID Board shall be appointed by the Board to the Promotional Coordinating
Committee for a term concurrent with his/her TBID Board term.
ARTICLE 3. OFFICERS
The officers shall be a Chairperson and a Vice Chairperson, each of who m shall be elected for a
one-year term at the March meeting of the TBID Board for a term starting in April. No Board
member shall serve more than two consecutive one-year terms as Chairperson or Vice
Chairperson. Any Board member who has been appointed to fill a vacant seat as Chairperson or
Vice Chairperson in mid-term shall not be precluded from thereafter serving as Chairperson or
Vice Chairperson for two consecutive one-year terms, so long as the initial, partial term is less
than six months.
The Chairperson shall preside over all meetings of the TBID Board, prepare all meeting agendas
with staff, and otherwise perform such duties as directed by the TBID Board or Council.
The immediate Past Chairperson shall automatically serve as the Vice Chairperson in order to give
support to the incoming Chairperson and guarantee continuity and stability for the board
proceedings during the absence of the Chairperson. The Vice Chairperson shall serve in the
absence or incapacity of the Chairperson.
Advisory Body Handbook September 15, 2015
City of San Luis Obispo 61 | P a g e
ARTICLE 4. MEETINGS
1. The TBID Board shall hold a regular meeting each month and no fewer than ten times per
year.
2. The meetings are to be held in the Council Hearing Room, City Hall, 990 Palm Street, San
Luis Obispo, California the second Wednesday of each month, unless another location
and/or time has been announced as required by California law.
3. The meetings shall be open to the public.
4. A quorum shall consist of a majority of the members currently serving on the TBID Board.
5. All actions of the TBID Board shall be by a majority vote or consensus and shall be directed
through the Chairperson.
6. Minutes of each meeting shall be taken, shall be available as a public record and forwarded
to the Council if requested.
7. A special meeting may be called at any time by the Chairperson or by a majority of the
Board members currently serving on the TBID Board, provided each member is given
written notice of the special meeting at least 24 hours prior to the meeting, and the time
and place of the special meeting is announced as required by California Law.
8. All meetings shall be conducted in general accordance with Robert’s Rules of Order, newly
revised edition, subject to minor variation by the Chair as appropriate to the needs of the
advisory body.
9. All Board members present at a meeting shall vote on any motion or resolution brought
before the TBID Board, except when abstaining due to a conflict of interest.
10. Any Board member with a conflict of interest shall not vote on or participate in any
discussion of an item or in any way attempt to influence the decision on such item.
11. Any failure to attend three consecutive meetings or a total of six regular meetings within
any twelve-month period shall result in that member being automatically considered for
replacement.
Advisory Body Handbook September 15, 2015
City of San Luis Obispo 62 | P a g e
ARTICLE 5. FUNCTIONS AND DUTIES
The functions and duties of the TBID Board shall include, but not be limited to, the following:
1. Plan 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.
2. Develop advertising and promotional programs and projects to benefit the lodging industry
in San Luis Obispo.
3. Present an annual assessment report to the City Council regarding the implemented
promotional programs and projects.
4. Perform any other lawful tasks as directed by the Council.
ARTICLE 6. AMENDMENTS
These bylaws may be amended by the Council, upon the recommendations of two -thirds of the
members currently serving on the TBID Board, provided that the text of any such proposed
amendment shall have first been provided in writing to each Board member.
ARTICLE 7. FUND RESERVE POLICY
The purpose of the Fund Reserve policy for the TBID is to ensure stability of the program under
economic uncertainties. For the TBID Fund the level of the reserve has been established at
$100,000. Under this policy, it is allowable for total expenditures to exceed revenues in a given
year; however, the fund reserve can only be used to fund “one-time,” non-recurring expenditures
upon TBID Board approval. In the instance funds are used, the reserve fund would be replenished
to the established level in the next fiscal year.
(COUNCIL ADOPTED ON 09/15/2015)
Tourism Business Improvement District
Management Committee
Meeting Minutes
January 24, 2017 – 3:00 pm
City Hall - Council Hearing Room
990 Palm Street, San Luis Obispo
PRESENT: Clint Pearce, LeBren Harris, Nipool Patel
STAFF PRESENT: Molly Cano, Tourism Manager, Liesel Kuehl, Tourism Coordinator
Call to order time: 3:01pm
BUSINESS ITEMS
1. Budget Updates
The Management Committee was briefed regarding TBID’s growth up until November 2016. The
months of July through September usually reflect the city’s largest growth numbers but were
lower this year due to TOT collections. We were expecting a 5% growth but are currently at a
1.34% growth. Finance has readjusted TBID’s budget to a 1% growth for the remainder of FY
2016-17 and will be budgeting a 0% growth for FY 2017-18. The committee discussed the effects
on the budget based on these adjustments and directed Staff to present this update at the
upcoming Board meeting. Staff will also work with Finance on the 2015-16 fund balance amount
to offset the adjustment in the budget reduction.
2. Strategic Plan Update
The Management Committee went through a list of Strategic Imperatives & Initiatives from the
updated Strategic Plan, and determined if the projects were best for the Management Committee
or the Marketing Committee. The Management Committee will meet with the Board on February
8, 2017 from 10:00am to 12:00pm., at the Council Hearing Room, to discuss the strategic plan
and the committee’s assignments.
3. New Business Items
a. Committee Discussion
b. Future Agenda Items
c. Next Meeting Date: February 21st at 3:00 pm
Meeting was adjourned at 3:47 pm.
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, January 11, 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, January 11, 2017 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, Patricia Loosley, Deborah Lewis, Sasha Palazzo
(5:38), Vice-Chair Jill LeMieux and Chair Stephanie Roberson.
Absent: Committee Member Matthew Wilkins
Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Council Member Carlyn Christianson introduced herself as the PCC Council liaison for this year
and reminded the committee that there will be an Advisory Body recognition event on Tuesday,
February 28, 2017.
CONSENT AGENDA
ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECOND BY VICE CHAIR
LEMIEUX, CARRIED (5-0 PALAZZO NOT YET PRESENT) to approve the Consent Agenda
items C1 to C8.
C.1 Minutes of the Meeting on December 14, 2016
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid (GIA) Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 11, 2017 Page 2
C.7 SLO Happenings Technology Report
C.8 TOT Report
PRESENTATIONS
1. SLO Chamber of Commerce Quarterly Report
Chamber of Commerce representatives Molly Kern, Director of Communications and
Business Education, and Dusty Colyer-Worth, Visitor Center Manager, presented their
public relations activities report for the second quarter and responded to Committee
Member inquiries. Highlights included an increase in Asian visitors, a review of the
GIA Marketing support, and international print and media placements.
2. SLO Happenings Program Quarterly Promotions Update
Representative from FreshBuzz Media presented the quarterly promotions activity
report and responded to committee member questions. Highlights included the Golden
Ticket Giveaway promotion, the #Ticket Tuesday contest, and the launch of the SLO
Happenings app version 3.0 on January 10, 2017.
3. SLO Happenings Program Technology Quarterly Update
Representative Mike Holiday, GFL Systems, presented the second quarter activity
report for the technology developments on the SLO Happenings program and discussed
the new version of the SLO Happenings app.
BUSINESS ITEMS
1. 2017 Amgen Tour of California
Tourism Manager Cano reviewed the history of the Amgen Tour of California in the
City of San Luis Obispo and announced that this year’s race will come through the
City, Tuesday May 16, 2017. The race will pass through town with a Sprint point on
Chorro Street in front of the Mission, rather than be a start or stop location as it has
been in the past.
San Luis Obispo Downtown Association Executive Director, Dominic Tartaglia,
requested funding for a bicycling themed event to coincide with the Tour of California.
It was noted that the race date occurs during Bike to Work Week of Bike Month.
Challenges with closing streets in the downtown, for both businesses and residences,
along with the benefits and opportunities to engage the community were discussed.
Public Comments:
None.
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 11, 2017 Page 3
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LEWIS, SECOND BY COMMITTEE
MEMBER PALAZZO, CARRIED (6-0) to supply $ 5,000 to the Downtown Association to
support an event centered on the Amgen Tour of California.
2. 2017-18 GIA Application Final Review
The committee reviewed the revised 2017-18 GIA application form and timeline.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE
MEMBER LOOSLEY, CARRIED (6-0) to approve the revised application form and timeline.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA Update
A subcommittee for GIA application review was formed consisting of Committee
Members Daniel Levi, Deborah Lewis, and Matthew Wilkins.
2. TBID Board Report
Tourism Manager Cano presented a review of the minutes from the December meeting,
noting that Tourism Intern Katie Conroy presented her Senior Project, that hotelier
tradeshow representatives were selected, and that the Board reviewed their strategic
plan update.
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 11, 2017 Page 4
3. Tourism Program Update
Tourism Manager Cano,
Reviewed the programs and projects that the new Tourism Coordinator, Liesel
Kuehl will be working on, noting that she begins work January 12, 2017.
Announced that Chair Roberson will be leaving the PCC due to a change in
residence, and the Committee Member Lewis has applied for reappointment.
Reported that the recently released Visit California digital guide highlights San Luis
Obispo for a “perfect day” itinerary in for the Central Coast.
Upcoming meetings:
o February 8th - Mandatory Meeting for GIA applicants, followed by the
regular PCC meeting.
o February 28th - Advisory Body recognition event at the SLO Little Theatre.
o May 17th - PCC Preliminary Grant Recommendation, special meeting.
o January 19th and February 4th, Strategic Planning workshops.
ADJOURNMENT
The meeting was adjourned at 6:52 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, February 8, 2017 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/2017
Visit San Luis Obispo County Activity Report, December 2016
Join Us for SAVOR – A San Luis Obispo County Experience in Seattle!
Visit San Luis Obispo County is taking SAVOR on the road again, this time to Seattle, Washington! We are
partnering again partner with local restaurant, winery, brewery, spirit and activity partners at the Seattle Wine
& Food Experience Grand Tasting on Sunday, February 26, 2017. SAVOR - A San Luis Obispo County Experience
will feature a large destination-experience exhibit, showcasing some of the best wine, beer, craft spirits and
culinary delicacies of SLO County. If your business would like to partner and go on the road with VSLOC and
participate in an upcoming SAVOR - A San Luis Obispo County Experience, please contact Pam Roberts,
Membership and Travel Trade Sales Coordinator, at Pam@VisitSanLuisObispoCounty.com by January 11.
- What’s New -
VSLOC Builds Up Digital Assets with Film and Photo Shoot
Visit San Luis Obispo County recently partnered with its agency, BCF, to execute a five-day
countywide film and photo shoot. The assets will be used in the strategic marketing campaign
mentioned above, and to launch the new San Luis Obispo County brand in early 2017. Stay
tuned for these exciting pre-roll videos and photos!
VSLOC Welcomes Brooke Burnham, Vice President of Marketing
Visit San Luis Obispo County is excited to welcome its new VP of Marketing—Brooke Burnham.
Brooke comes to VSLOC from Estes Park, Colorado, the basecamp for Rocky Mountain National Park.
There, she was the Director of Marketing and Communications for Visit Estes Park, overseeing a $1.1
million marketing budget. While at Visit Estes Park, Brooke was integral in managing crisis
communications during a forest fire and a flood, and in winning awards for both public relations and
advertising campaigns. Brooke has over seven years of destination marketing experience, including
sales, public relations, advertising and international marketing. She holds a bachelor degree in public
relations from Colorado State University and an MBA from the University of Northern Iowa. Brooke is
moving to SLO County with her husband, Charles, and two sons, ages seven and ten.
New Marketing Campaign Set to Launch January 23
Visit San Luis Obispo County has been working with its agency, BCF, to develop a new countywide
brand awareness campaign, set to launch this month. This highly-targeted, research-based
campaign will feature a variety of iconic sites and scenes in the area, complemented by fresh,
vibrant branding. An interactive landing page, updated social media presence and synchronized PR
efforts will support the online advertising campaign. Watch for more details in the coming weeks!
VSLOC Contracts with Black Diamond to Build UK Presence
Visit San Luis Obispo County now has direct travel trade and media representation in the
United Kingdom and Ireland through Black Diamond. Black Diamond will expand our
presence in this key international market, pitching SLO County at trade and consumer
shows, supplying market intelligence and analysis, delivering travel trade and media
FAMs, and providing other key support.
VSLOC Board Seat Open – Call for Applications
Visit San Luis Obispo County currently has an open seat on its Board of Directors. Applicants
should be on the management team of a lodging business in the unincorporated area of San Luis
Obispo County and be able to serve through June 2019. Meetings are on the first Wednesday of
each month from 8:30am-10:30am. Please contact Nikki Schmidt at the County of San Luis
Obispo via email at nschmidt@co.slo.ca.us for more details and information on how to apply.
0
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured on Go World
Travel: Elephant Seals
in San Simeon (left);
and in The Coast News
Group – Taste of Wine:
Miso Glazed Black Cod
at Foremost Wine
Company (right).
Media
• Go World Travel: Driving the Pacific Coast Highway http://bit.ly/2j5JPiz
• KCBX Radio: Chinese tourists poised to soon become CA Central Coast’s #1 international
demographic http://bit.ly/2iQKcyg
• North Hills Monthly: The Laid-back Life: Visiting San Luis Obispo County, CA http://bit.ly/2iJkWMZ
• KSBY: Central Coast businesses trying to attract more Chinese travelers http://bit.ly/2hU6mB3
• Love Wins Texas: Grape Adventures (print)
• The Coast News Group – Taste of Wine: The Wine & Food of San Luis Obispo County (print)
• The Wine Buzz: SLO Wine Country (print)
Public Relations
• Visit California New York Media Reception: March 21
Travel Trade
• GoWest: February 22-23 (Reno, NV)
• NTA: February 26-3/1 (St. Louis, MO)
• ITB: March 8-12 (Berlin, Germany)
• US Travel Association’s IPW: June 3-7 (Washington D.C.)
SLO County Launches Restaurant Month
January is Restaurant Month in San Luis Obispo County! From January 2-31,
participating restaurants are offering special pre-fixe menus of three courses at
$30-$40 per person or other special offerings. Help us promote Restaurant
Month in your social media channels by sharing our Restaurant Month page at
VisitSanLuisObispoCounty.com/Restaurant-Month.
Trending
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 47,186
UNIQUE VISITORS: 37,616
PAGE VIEWS: 147,724
AVG. PAGE VIEWS/VISIT: 3.13
AVG. TIME ON SITE: 2:30
TOTAL ORGANIC TRAFFIC: 36,317
% OF ORGANIC: 77%
MOBILE VISITS: 30,008
MOST VISITED EVENT PAGE:
HOLIDAY ACTIVITIES (8,065 VIEWS)
TOTAL BLOG VISITS: 11,977
MOST SHARED BLOG: 101 WAYS TO
EXPERIENCE SLO COUNTY
HTTP://BIT.LY/2IMADRW
(88 SHARES)
VISIT SLO COUNTY
SOCIAL MEDIA ACTIVITY
FACEBOOK
LIKES: 18,305 NEW: 295
TOT. IMPRESSIONS: 277,698
HIGHEST ENGAGEMENT: LET’S ALL
GO TO THE SUNSET DRIVE-IN…WITH
ADVENTURE COW (820
ENGAGEMENTS)
MOST REACTIONS: WE LOVE OUR
GOLDEN HILLS… #FANFRIDAY (211
REACTIONS)
FOLLOWERS NEW
TWITTER: 6,819 53
28.8K IMPRESSIONS
TWEETS: 6,982
PINTEREST: 688 4
PINS: 802
INSTAGRAM: 7973 372
POSTS: 937
VISITOR GUIDE DIST.
WEB DOWNLOADS: 46
GUIDES DISTRIBUTED: 102
TOTAL: 148
THIS MONTH IN SLO COUNTY
SUBSCRIBERS: 36,067
# OF OPENS: 5,640
# OF CLICK-THROUGHS: 1,047
THIS WEEK IN SLO COUNTY
CIRCULATION: 912
MOST CLICKED LINK:
MEMBERS AREA
Submit Your Romance Month Deals Today!
February is Romance Month in San Luis Obispo County, and we are
looking for your top romantic activities and deals to include in blogs,
social media and pitches to journalists. Submit your romantic activities,
lodging packages, or other special deals to our website by logging on to
your profile at VisitSanLuisObispoCounty.com/Members. Be sure to
mark 'Romance' and 'Valentine's Day' in the category section. Also,
please email your content to Jordan@VisitSanLuisObispoCounty.com
and include photos and descriptions that are no longer than 150
words. All submissions are due by January 16.
California
November 2016 vs November 2015 Lodging Statistics (STR, Inc.)
Monterey/Salinas
Santa Barbara/Santa Maria
November 2016 vs November 2015 Lodging Statistics (STR, Inc.)
Atascadero
5.2%
2016 2015
Occupancy
2016 2015
$110.64 $112.24
1.4%
2016 2015
3.7%
ADR RevPAR
$64.53 $62.2058.3%55.4%
Morro Bay
9.6%
Occupancy
2016 2015
$115.03 $109.75
4.8%
2016 2015
14.8%
ADR RevPAR
$68.33 $59.5059.4%54.2%
Paso Robles
0.2%
Occupancy
2016 2015
$128.97 $124.24
3.8%
2016 2015
3.6%
ADR RevPAR
$89.01 $85.9569.0%69.2%
San Luis Obispo
2.1%
Occupancy
2015
$133.30 $128.84
3.5%
2015
5.7%
ADR RevPAR
$88.61 $83.8566.5%65.1%
2016 2016
Pismo Beach
Occupancy
2015
$151.95 $144.23
5.3%
2015
ADR RevPAR
$92.34 $87.8960.8%60.9%
2016 2016
5.1%
2016 2015
2016 2015
2016 2015
2016 2015
0.3%
Five Cities
0.6%
2016 2015
Occupancy
2016 2015
$145.24 $138.43
4.9%
2016 2015
ADR RevPAR
$86.49 $81.9759.6%59.2%
North Coast
3.1%
Occupancy
2016 2015
$143.66 $137.94
4.1%
2016 2015
7.4%
ADR RevPAR
$85.20 $79.3259.3%57.5%
North County
1.0%
Occupancy
2016 2015
$124.68 $121.55
2.6%
2016 2015
3.6%
ADR RevPAR
$82.51 $79.6566.2%65.5%
South County
1.3%
Occupancy
2015
$139.28 $133.68
4.2%
2015
5.6%
ADR RevPAR
$87.49 $82.8662.8%62.0%
2016 2016
2016 2015
2016 2015
2016 2015
San Simeon
3.4%
Occupancy
2015
$119.23 $111.93
6.5%
2015
ADR RevPAR
$63.77 $57.8853.5%51.7%
2016 2016
10.2%
2016 2015
5.5%
Cambria
Occupancy
2015
$164.69 $160.03
2.9%
2015
ADR RevPAR
$106.43 $100.3264.6%62.7%
2016 2016
6.1%
SOURCE: STR, INC. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE
EXPRESS WRITTEN PERMISSION OF STR IS STRICTLY PROHIBITED.
3.1%
Santa Barbara/Santa Maria
2.2%
2016 2015
Occupancy
2016 2015
$175.75 $160.52
9.5%
2016 2015
11.9%
ADR RevPAR
$116.63 $104.2266.4%64.9%
Monterey/Salinas
6.7%
Occupancy
2016 2015
$177.99 $180.22
1.2%
2016 2015
5.4%
ADR RevPAR
$114.51 $108.6864.3%60.3%
California
2.9%
Occupancy
2016 2015
$148.69 $143.55
3.6%
2016 2015
6.6%
ADR RevPAR
$104.15 $97.7370.0%68.1%
2016 2015
2016 2015
Comparatives:
Occupancy
2015
$134.51 $129.55
3.8%
2015
ADR RevPAR
$84.35 $79.3462.7%61.2%
2016 2016
6.3%2.4%
San Luis Obispo County
Date: January 4, 2017
Client: Visit San Luis Obispo County
Dates: December 2016
Executive Overview
SEO Activities Completed Last Month:
* Monthly SEO strategy call and report.
* Google Analytics check. No unusual activity noted.
* Crawl error review; none to correct at this time.
* Quarterly duplicate content scan.
* Input tracking tags and coordinated getting trigger installed.
* Quarterly site speed check.
* Quarterly broken link scan and correction.
Organic Traffic Overview:
Organic sessions increased 17% over last year. Some pages with the best year-over-year organic growth
were: Holiday Activities by 101%, Events by 31%, Cambria Christmas Market by 49%, Fairs & Festivals
by 12%, and Lighted Boat Parade event by 226%.
Other Notes:
* Total sessions increased by 9%, users increased by 9% and pageviews increased by 6.5%.
* The blog home page received 74 pageviews last month.
* The entire blog received 11,977 pageviews last month.
Industry Averages
Engagement Metrics Industry Average Your Website % Difference
Total Pages Per Visit:2.21 3.13 29.41%
Total Average Visit Duration:0:01:56 0:02:30 22.89%
Total Bounce Rate:56.21%45.96%-22.30%
Organic Pages Per Visit:2.28 3.24 29.61%
Organic Average Visit Duration:0:02:01 0:02:41 24.66%
Organic Bounce Rate:54.00%44.82%-20.47%
SEO Overview
Page 2 of 19
Date: January 4, 2017
Client: Visit San Luis Obispo County
Date Range: July 1 - December 31, 2016
Total Traffic Overview:
Jul Aug Sep Oct Nov Dec
Visits:58,075 43,809 40,843 40,780 39,981 47,186
Unique Visitors:47,698 36,664 33,635 33,806 32,866 37,616
Bounce Rate:47%48%48%50%46%46%
Pageviews:172,916 128,985 124,889 122,415 129,763 147,724
Avg Pageviews Per Visit:2.98 2.94 3.06 3.00 3.25 3.13
Avg Time on Site:0:02:13 0:02:13 0:02:17 0:02:13 0:02:30 0:02:30
Total Organic Search Traffic:46,079 34,060 32,285 33,020 31,774 36,317
% of Traffic Organic Search:79%78%79%81%79%77%
Entry Pages From Search:2,045 1,935 1,957 1,903 1,789 1,703
VisitSLOCounty Visits:286 110 110 84 71 53
VisitSLOCounty Bounce Rate:79%49%64%40%55%40%
Mobile/Tablet SnapShot:
Jul Aug Sep Oct Nov Dec
Visits:38,096 26,506 24,857 24,723 23,531 30,008
% of visits 66%61%61%61%59%64%
Bounce Rate:51%52%50%53%49%48%
Pageviews: 100,032 69,193 68,494 65,112 68,937 85,929
Avg Time on Site:0:01:52 0:01:54 0:02:01 0:01:53 0:02:07 0:02:08
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Jul Aug Sep Oct Nov Dec
Total Visits Comparison
Prior Year This Year
76.97%
12.68%
5.29% 4.89%
0.18%
Traffic Sources
Organic Search Direct Social Referral Email 0
8,000
16,000
24,000
32,000
Jul Aug Sep Oct Nov Dec
Mobile/Tablet Visits
Prior Year This Year
Page 3 of 19
Date: January 4, 2017
Client: Visit San Luis Obispo County
Date Range: December 1 - 31, 2016
Organic Traffic % of Total
Site Traffic
Visits 36,317 76.97%
Organic Engagement Compared to Site Engagement
Pageviews Per Visit 3.24 3.46%
Avg. Time on Site 0:02:41 6.76%
New Visits 71.24%-1.46%
Bounce Rate 44.82%-2.47%
Search Engine Visits Percent
google 34,105 93.91%
yahoo 1,262 3.47%
bing 904 2.49%
aol 22 0.06%
ask 14 0.04%
baidu 5 0.01%
Exact Keyword Visits Percent Landing Page Visits Percent
(not provided)35,420 97.53%/events 6,086 16.76%
san luis obispo 32 0.09%/events/all/holiday_activities 3,424 9.43%
share buttons sharebutton.to 19 0.05%/blog/778/new-years-on-the-central-coast 3,215 8.85%
events in san luis obispo county december 2016 12 0.03%/2,267 6.24%
morro bay 12 0.03%/blog/937/countdown-to-2017-new-year-s-eve-in-san-luis-obispo-county 1,313 3.62%
san luis obispo events 11 0.03%/restaurant-month 902 2.48%
central coast christmas activities 10 0.03%/events/195/30th-annual-vine-street-victorian-showcase 584 1.61%
pismo beach 10 0.03%/community/paso-robles 533 1.47%
san luis obispo county 9 0.02%/our-area 511 1.41%
website buttons sharebutton.to 9 0.02%/community/morro-bay 491 1.35%
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
Jul Aug Sep Oct Nov Dec
Organic Visits Comparison
Prior Year Current Year
Page 4 of 19
Date: January 4, 2017
Client: Visit San Luis Obispo County
Date Range: December 1 - 31, 2016
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Movie Lovers 21,467
Technophiles 18,768
TV Lovers 18,590
Shoppers/Shopaholics 18,328
Travel Buffs 18,039
News Junkies/Entertainment & Celebrity News Junkies 17,853
Cooking Enthusiasts/Aspiring Chefs 17,458
Home Decor Enthusiasts 16,569
Shutterbugs 15,501
Music Lovers 14,183
Other Categories:
Top 10 Categories Visits
Arts & Entertainment/Celebrities & Entertainment News 9,238
News/Politics/Campaigns & Elections 7,995
Food & Drink/Cooking & Recipes 7,581
News/Weather 7,387
Shopping/Mass Merchants & Department Stores 6,157
Arts & Entertainment/TV & Video/Online Video 6,028
Shopping/Consumer Resources/Coupons & Discount Offers 4,157
Food & Drink/Food/Baked Goods 3,959
Sports/Team Sports/American Football 3,923
Travel/Air Travel 3,604
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%
16.02%
11.93% 10.37% 11.64%
5.89%
4.03%
8.16%
7.14%
6.00% 5.79%
4.02%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 5 of 19
Date: January 4, 2017
Client: Visit San Luis Obispo County
Date Range: December 1 - 31, 2016
Top Content:Geographic:
Top Landing Pages Entrances
/events 6,657
/5,635
/events/all/holiday_activities 3,702
/blog/778/new-years-on-the-central-coast 3,452
/restaurant-month 2,035/blog/937/countdown-to-2017-new-year-s-eve-in-san-luis-
obispo-county 1,561
/events/195/30th-annual-vine-street-victorian-showcase 700
/our-area 612
/community/paso-robles 569
/community/morro-bay 530
Top Content Pages Pageviews
/events 14,267
/12,792
/events/all/holiday_activities 8,065
/blog/778/new-years-on-the-central-coast 5,261
/restaurant-month 4,425
/events/2593/cambria-christmas-market 2,881/blog/937/countdown-to-2017-new-year-s-eve-in-san-luis-
obispo-county 2,725
/events/3299/hearst-castle-holiday-twilight-tours 2,055
/events?page=1 1,790
/events/2041/lighted-boat-parade 1,634
Top Exit Pages Exits
/3,939
/events 3,172
/blog/778/new-years-on-the-central-coast 2,291
/events/all/holiday_activities 1,791
/restaurant-month 1,724
/blog/937/countdown-to-2017-new-year-s-eve-in-san-luis-obispo-county1,342
/events/2593/cambria-christmas-market 966
/events/195/30th-annual-vine-street-victorian-showcase 744
/our-area 685
/events/3299/hearst-castle-holiday-twilight-tours 588
12%
11% 11% 4%
4% 3% 2%
2% 2%
2%
49%
Top Cities Los Angeles
San Francisco
San Luis Obispo
Paso Robles
Atascadero
Arroyo Grande
Santa Maria
Pismo Beach
Morro Bay
Baywood-Los Osos
Other
88.4%
1.2%
0.9% 0.8% 0.8%
0.7%
0.7%
0.6%
0.5%
0.5%
4.6%
Top States California
Texas
Arizona
Illinois
New York
Washington
Nevada
Virginia
Oregon
Colorado
Other
36.48%
19.89%
17.54%
3.75%
3.70%
3.51% 1.79%
1.25%
0.86%
0.76%
10.48%
Top Metros Santa Barbara-Santa Maria-San Luis Obispo CA
Los Angeles CA
San Francisco-Oakland-San Jose CA
Fresno-Visalia CA
Monterey-Salinas CA
Sacramento-Stockton-Modesto CA
San Diego CA
Bakersfield CA
New York NY
Phoenix AZ
Other
Page 6 of 19
Date: January 4, 2017
Client: Visit San Luis Obispo County
Date Range: December 1 - 31, 2016
In-MarketVs Visitor:
6,006
11,172
0 5,000 10,000 15,000 20,000 25,000
In-Market
Out of Market
Desktop Visits
7,908
22,100
0 5,000 10,000 15,000 20,000 25,000
In-Market
Out of Market
Mobile/Tablet Visits
65.04%
34.96%
73.65%
26.35%
Page 7 of 19