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Visit San Luis Obispo County Activity Report, November 2016
VSLOC Announces Co-op Marketing Opportunities for Destination Partners
Visit San Luis Obispo County has released its 2017 cooperative marketing opportunities, featuring partnerships
with Buzzfeed, Matador Network and Brand USA. VSLOC worked with its agency, BCF, to develop opportunities
which allow VSLOC and its partners to widen the scope of marketing in order to attract new visitors to our
County. Space is limited, and participation will be awarded on a first come, first served basis. The deadline for
reserving space in any of these opportunities is January 3, 2017. For more details, and for the co-op application,
visit our Members Area at www.VisitSanLuisObispoCounty.com/Members-Area.
- What’s New -
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! The SAVOR experience in San Diego was a huge success and became one of the
most talked about exhibits of the San Diego Bay Wine + Food Festival. Due to the large impact
of the event, we will 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 Michael
Wambolt, Director of Travel Trade at Michael@VisitSanLuisObispoCounty.com.
VSLOC Initiates Countywide Conference Center Feasibility Study
In November, Visit San Luis Obispo County’s Board of Directors approved the initiation of a countywide conference
center feasibility study. As part of its multi-year Strategic Plan, VSLOC is looking to understand demand for a
countywide conference facility that would attract new business to the County. VSLOC will be working with B&D,
the company that performed Cal Poly’s 2013 feasibility study, to complete the project, which will include the
review of multiple communities in the County and the prioritization of up to five possible location sites.
VSLOC Hosts Visit California Global Ready China Seminar
On December 7, Visit San Luis Obispo County hosted a first-of-its-kind Visit California Global Ready
China Seminar in San Luis Obispo County. This seminar provided insight into China’s unique market
and culture so as to better serve travelers’ needs. Attendees gained an understanding of the Chinese
tourist and insight on how to welcome this growing market. Following the event, VSLOC facilitated a
DMO luncheon, at which our local DMO partners had the opportunity to meet with presenters and
Visit California team members, and learn more about how to better support constituent efforts.
VSLOC Heads to Chicago to Attract New Flights
Visit San Luis Obispo County’s President & CEO Chuck Davison, along with
representatives from the SLO County Regional Airport, met with officials at United
Airline’s headquarters in Chicago on December 2 to discuss the potential for additional
air service to San Luis Obispo from destinations like Denver, Colorado.
VSLOC Delegation Heads to Sacramento for CalSAE Seasonal Spectacular
On December 1, Visit San Luis Obispo County led a delegation of five lodging partners to
Sacramento for CalSAE’s Seasonal Spectacular. Embassy Suites, SeaCrest OceanFront Hotel,
Allegretto Vineyard Resort, SpringHill Suites and Martin Resorts joined VSLOC’s Director of
Travel Trade, Michael Wambolt, in pitching the county to qualified association industry
professionals. Prior to the show, the delegation held a sales blitz, visiting 30 associations in
Sacramento, and VSLOC held nine qualified, pre-arranged appointments. During the show, the
group collected 18 meeting and association leads and RFPs, as well as 97 contacts.
0
Visit San Luis Obispo County is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Featured on
TripAdvisor: Morro
Bay (left); and in the
California
Restaurant Month
Recipe Book:
Firestone DBA &
Cheddar Soup from
Enoteca, Paso
Robles (right).
Media
• Expedia: 101 most comfortable cities for travelers (#32 – Avila Beach) http://bit.ly/2gdzq2F
• TripAdvisor: 14 Beautiful Little Beach Towns in the USA http://bit.ly/28XSzXl
• Travel Planners Radio (no link)
• Il Gambero Rosso: California food—nel nome di organic & natural (Italian Magazine, no link)
• Visit California Restaurant Month Cookbook
Public Relations
• Toronto Sun Press: December 14 (Pismo Beach)
• 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.) – co-op opportunities available!
VSLOC Heads to Chicago for Visit California Media Boot Camp
On November 14-15, Visit San Luis Obispo County’s Sr. Communications
Coordinator & Film Commission Liaison, Kylee Corliss pitched San Luis Obispo
County to more than 20 media and digital influencers in Chicago, IL. Media
included writers from Delta Sky, Chicago Tribune, Dallas Morning News,
National Geographic Traveler, USA Today and other outlets.
Trending
VISIT SLO COUNTY
WEB ACTIVITY
VISITS: 39,981
UNIQUE VISITORS: 32,866
PAGE VIEWS: 129,763
AVG. PAGE VIEWS/VISIT: 3.25
AVG. TIME ON SITE: 2:30
TOTAL ORGANIC TRAFFIC: 31,774
% OF ORGANIC: 79%
MOBILE VISITS: 23,531
MOST VISITED EVENT PAGE:
CAMBRIA CHRISTMAS MARKET
(2,612 VIEWS)
TOTAL BLOG VISITS: 12,463
MOST SHARED BLOG: BE JOLLY BY
GOLLY: HOLIDAY HAPPENINGS IN
SLO COUNTY
HTTP://BIT.LY/2GWRSXN
(397 SHARES)
VISIT SLO COUNTY
SOCIAL MEDIA ACTIVITY
FACEBOOK
LIKES: 18,305 NEW: 295
TOT. IMPRESSIONS: 428,353
HIGHEST ENGAGEMENT: WE LOVE
OUR GOLDEN HILLS… #FANFRIDAY
(1.4K ENGAGEMENTS)
MOST REACTIONS: WE LOVE OUR
GOLDEN HILLS… #FANFRIDAY (1.3K
REACTIONS)
FOLLOWERS NEW
TWITTER: 6,766 60
26.4IMPRESSIONS
TWEETS: 6,950
PINTEREST: 688 4
PINS: 802
INSTAGRAM: 7,601 341
POSTS: 906
VISITOR GUIDE DIST.
WEB DOWNLOADS: 55
GUIDES DISTRIBUTED: 2,648
TOTAL: 2,703
THIS MONTH IN SLO COUNTY
SUBSCRIBERS: 36,172
# OF OPENS: 6,340
# OF CLICK-THROUGHS: 1,262
THIS WEEK IN SLO COUNTY
CIRCULATION: 912
MOST CLICKED LINK:
STR Report
SLO County Film Commission Quarterly Updates
The San Luis Obispo County Film Commission now provides a quarterly update for location
scouts, producers and filming professionals. The new quarterly e-blast features information
on local film permitting offices and filming locations, and it showcases why filmmakers
should film in SLO County. The SLOC Film Commission sent the first e-blast in October.
VSLOC Hosts Visit California Japan FAM
On November 15-16, VSLOC worked in partnership with Visit California
Japan to bring a seven-person media FAM to our region. The FAM stayed
at the Paso Robles Inn, and visited Morro Bay for lunch and Hearst Castle
for a private tour. Journalists represented publications and influencers
from Delta Sky, Croissant Online, California Style Vol.7, Link-USA, Ameba
Official Blog, Hiro Hirano SNS, Platt! and Tabi Labo.
VSLOC Builds Hype for SAVOR in San Diego Media Blitz
Leading up to the San Diego Bay Wine & Food Festival, VSLOC’s President & CEO, Chuck
Davison, whet the appetites of San Diegans for SAVOR – A San Luis Obispo County
Experience with a live appearance on CW San Diego 6’s Morning Show. Davison also
held meetings with Dining Out San Diego and Taste of Wine.
California
October 2016 vs October 2015 Lodging Statistics (STR, Inc.)
Monterey/Salinas
Santa Barbara/Santa Maria
October 2016 vs October 2015 Lodging Statistics (STR, Inc.)
Atascadero
0.6%
2016 2015
Occupancy
2016 2015
$124.58 $126.43
1.5%
2016 2015
0.9%
ADR RevPAR
$77.36 $78.0462.1%61.7%
Morro Bay
0.7%
Occupancy
2016 2015
$126.75 $122.67
3.3%
2016 2015
4.1%
ADR RevPAR
$87.51 $84.0769.0%68.5%
Paso Robles
7.5%
Occupancy
2016 2015
$141.60 $138.63
2.1%
2016 2015
5.5%
ADR RevPAR
$102.06 $108.0072.1%77.9%
San Luis Obispo
6.6%
Occupancy
2015
$146.18 $142.17
2.8%
2015
3.9%
ADR RevPAR
$106.51 $110.8772.9%78.0%
2016 2016
Pismo Beach
Occupancy
2015
$164.87 $151.64
8.7%
2015
ADR RevPAR
$120.07 $120.7472.8%79.6%
2016 2016
0.6%
2016 2015
2016 2015
2016 2015
2016 2015
8.5%
Five Cities
7.4%
2016 2015
Occupancy
2016 2015
$157.49 $146.86
7.2%
2016 2015
ADR RevPAR
$112.63 $113.4771.5%77.3%
North Coast
1.5%
Occupancy
2016 2015
$155.44 $153.02
1.6%
2016 2015
0.1%
ADR RevPAR
$110.12 $110.0270.8%71.9%
North County
5.7%
Occupancy
2016 2015
$137.56 $135.91
1.2%
2016 2015
4.5%
ADR RevPAR
$95.50 $100.0569.4%73.6%
South County
7.0%
Occupancy
2015
$152.11 $144.64
5.2%
2015
2.2%
ADR RevPAR
$109.74 $112.2472.1%77.6%
2016 2016
2016 2015
2016 2015
2016 2015
San Simeon
3.2%
Occupancy
2015
$127.06 $126.18
0.7%
2015
ADR RevPAR
$82.16 $84.2464.7%66.8%
2016 2016
2.5%
2016 2015
0.7%
San Luis Obispo County
Occupancy
2015
$147.38 $142.31
3.6%
2015
ADR RevPAR
$104.75 $106.6171.1%74.9%
2016 2016
1.7%
SOURCE: STR, INC. REPUBLICATION OR OTHER RE-USE OF THIS DATA WITHOUT THE
EXPRESS WRITTEN PERMISSION OF STR IS STRICTLY PROHIBITED.
5.1%
Santa Barbara/Santa Maria
2.4%
2016 2015
Occupancy
2016 2015
$193.49 $179.25
7.9%
2016 2015
5.3%
ADR RevPAR
$143.55 $136.3274.2%76.1%
Monterey/Salinas
0.8%
Occupancy
2016 2015
$194.82 $198.24
1.7%
2016 2015
0.9%
ADR RevPAR
$148.79 $150.1676.4%75.7%
California
0.1%
Occupancy
2016 2015
$162.71 $157.28
3.5%
2016 2015
3.3%
ADR RevPAR
$126.54 $122.4777.8%76.9%
2016 2015
2016 2015
Comparatives:
Date: December 5, 2016
Client: Visit San Luis Obispo County
Dates: November 2016
Executive Overview
SEO Activities Completed Last Month:
* Monthly SEO strategy call.
* Google Analytics check. No unusual activity noted.
* Crawl error review, mapping, and corrections.
* Added internal links to 10 more pages.
* Reviewed agency's tags in Google Tag Manager and approved.
* Added link from SLO Wikipedia page.
Organic Traffic Overview:
Organic sessions increased 31% over last year. Some pages with the best year-over-year organic growth
were: Holiday Activities by 38%, Events by 45%, Cambria Christmas Market by 38%, Fairs & Festivals
by 15%, and Lighted Boat Parade event by 281%.
Other Notes:
* Total sessions increased by 13%, users increased by 14% and pageviews increased by 19%.
* The blog home page received 121 pageviews last month.
* The entire blog received 12,463 pageviews last month.
Industry Averages
Engagement Metrics Industry Average Your Website % Difference
Total Pages Per Visit:2.29 3.25 29.44%
Total Average Visit Duration:0:02:02 0:02:30 18.86%
Total Bounce Rate:55.66%46.33%-20.13%
Organic Pages Per Visit:2.32 3.36 30.98%
Organic Average Visit Duration:0:02:04 0:02:36 20.67%
Organic Bounce Rate:53.93%44.75%-20.50%
SEO Overview
Page 2 of 19
Date: December 5, 2016
Client: Visit San Luis Obispo County
Date Range: June 1 - November 30, 2016
Total Traffic Overview:
Jun Jul Aug Sep Oct Nov
Visits:48,327 58,075 43,809 40,843 40,780 39,981
Unique Visitors:40,379 47,698 36,664 33,635 33,806 32,866
Bounce Rate:47%47%48%48%50%46%
Pageviews:141,856 172,916 128,985 124,889 122,415 129,763
Avg Pageviews Per Visit:2.94 2.98 2.94 3.06 3.00 3.25
Avg Time on Site:0:02:15 0:02:13 0:02:13 0:02:17 0:02:13 0:02:30
Total Organic Search Traffic:37,646 46,079 34,060 32,285 33,020 31,774
% of Traffic Organic Search:78%79%78%79%81%79%
Entry Pages From Search:1,904 2,045 1,935 1,957 1,903 1,789
VisitSLOCounty Visits:555 286 110 110 84 71
VisitSLOCounty Bounce Rate:55%79%49%64%40%55%
Mobile/Tablet SnapShot:
Jun Jul Aug Sep Oct Nov
Visits:28,965 38,096 26,506 24,857 24,723 23,531
% of visits 60%66%61%61%61%59%
Bounce Rate:51%51%52%50%53%49%
Pageviews: 74,402 100,032 69,193 68,494 65,112 68,937
Avg Time on Site:0:01:49 0:01:52 0:01:54 0:02:01 0:01:53 0:02:07
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Jun Jul Aug Sep Oct Nov
Total Visits Comparison
Prior Year This Year
79.47%
11.42%
5.92% 3.06%
0.13%
Traffic Sources
Organic Search Direct Referral Social Email 0
8,000
16,000
24,000
32,000
Jun Jul Aug Sep Oct Nov
Mobile/Tablet Visits
Prior Year This Year
Page 3 of 19
Date: December 5, 2016
Client: Visit San Luis Obispo County
Date Range: November 1 - 30, 2016
Organic Traffic % of Total
Site Traffic
Visits 31,774 79.47%
Organic Engagement Compared to Site Engagement
Pageviews Per Visit 3.36 3.57%
Avg. Time on Site 0:02:36 3.96%
New Visits 73.96%-0.26%
Bounce Rate 44.75%-3.41%
Search Engine Visits Percent
google 29,676 93.40%
yahoo 1,216 3.83%
bing 807 2.54%
aol 53 0.17%
ask 10 0.03%
images.google 5 0.02%
Exact Keyword Visits Percent Landing Page Visits Percent
(not provided)30,870 97.15%/events 5,438 17.11%
san luis obispo 39 0.12%/2,278 7.17%
san luis obispo events 15 0.05%/blog/770/your-guide-to-thanksgiving-dining-on-the-central-coast 2,126 6.69%
san luis obispo california 10 0.03%/events/all/holiday_activities 1,207 3.80%
share email button sharebutton.to 10 0.03%/community/morro-bay 592 1.86%
events in san luis obispo 9 0.03%/blog/778/new-years-on-the-central-coast 588 1.85%
vk share button sharebutton.to 9 0.03%/events/all/fairs_and_festivals 524 1.65%
website buttons sharebutton.to 9 0.03%/our-area 520 1.64%
avila beach 8 0.03%/community/paso-robles 502 1.58%
email share button sharebutton.to 8 0.03%/events/942/christmas-at-the-castle 462 1.45%
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
Jun Jul Aug Sep Oct Nov
Organic Visits Comparison
Prior Year Current Year
Page 4 of 19
Date: December 5, 2016
Client: Visit San Luis Obispo County
Date Range: November 1 - 30, 2016
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Movie Lovers 17,921
News Junkies/Political News Junkies 15,766
News Junkies/Entertainment & Celebrity News Junkies 15,583
Travel Buffs 15,480
TV Lovers 15,380
Shoppers/Shopaholics 14,441
Technophiles 14,339
Cooking Enthusiasts/Aspiring Chefs 14,157
Home Decor Enthusiasts 13,681
Shutterbugs 12,851
Other Categories:
Top 10 Categories Visits
News/Politics/Campaigns & Elections 11,911
Arts & Entertainment/Celebrities & Entertainment News 8,378
News/Weather 6,421
Food & Drink/Cooking & Recipes 5,697
Arts & Entertainment/TV & Video/Online Video 5,054
News/Sports News 3,409
Sports/Team Sports/American Football 3,137
Travel/Hotels & Accommodations 3,018
Reference/General Reference/Dictionaries & Encyclopedias 2,987
Travel/Air Travel 2,963
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: December 5, 2016
Client: Visit San Luis Obispo County
Date Range: November 1 - 30, 2016
Top Content:Geographic:
Top Landing Pages Entrances
/events 5,980
/4,829/blog/770/your-guide-to-thanksgiving-dining-on-the-central-
coast 2,338
/events/all/holiday_activities 1,313
/community/morro-bay 636
/blog/778/new-years-on-the-central-coast 623
/our-area 608
/events/all/fairs_and_festivals 567
/community/paso-robles 543/blog/934/be-jolly-by-golly-holiday-happenings-in-san-luis-
obispo-county-2016 532
Top Content Pages Pageviews
/events 12,882
/9,091/blog/770/your-guide-to-thanksgiving-dining-on-the-central-
coast 4,684
/events/all/holiday_activities 3,195
/events/2593/cambria-christmas-market 2,612
/events/all/fairs_and_festivals 2,050
/events?page=1 1,958
/events/2041/lighted-boat-parade 1,525
/our-area 1,455
/events/all/childrens_activities 1,227
Top Exit Pages Exits
/3,210
/events 2,756
/blog/770/your-guide-to-thanksgiving-dining-on-the-central-coast 1,408
/events/2593/cambria-christmas-market 729
/our-area 704
/events/all/holiday_activities 651
/hearst-castle 511
/events/all/fairs_and_festivals 466
/events/942/christmas-at-the-castle 441
/blog/934/be-jolly-by-golly-holiday-happenings-in-san-luis-obispo-county-2016433
12%
10% 10% 3% 3%
3% 2%
2% 2%
1%
52%
Top Cities Los Angeles
San Luis Obispo
San Francisco
Paso Robles
Atascadero
Arroyo Grande
Pismo Beach
Santa Maria
Baywood-Los Osos
Morro Bay
Other
87.6%
1.2%
1.1% 0.8% 0.8%
0.7%
0.7%
0.6%
0.6%
0.6%
5.1%
Top States California
Texas
Arizona
Oregon
Washington
Illinois
New York
Nevada
Florida
Colorado
Other
33.08%
21.81%
17.10%
3.80% 3.64%
3.23% 2.43%
1.51%
0.93%
0.78%
11.69%
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
New York NY
Other
Page 6 of 19
Date: December 5, 2016
Client: Visit San Luis Obispo County
Date Range: November 1 - 30, 2016
In-MarketVs Visitor:
5,153
11,297
0 5,000 10,000 15,000 20,000 25,000
In-Market
Out of Market
Desktop Visits
5,658
17,873
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000
In-Market
Out of Market
Mobile/Tablet Visits
68.67%
31.33%
75.96%
24.04%
Page 7 of 19