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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