HomeMy WebLinkAbout03-08-2017 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, March 8, 2017
5:30 P.M.
City Hall – Council Hearing Room
The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the quality of
life available to all residents of and visitors to San Luis Obispo and (2) promote, in a manner consistent with
long-range community goals, the development of San Luis Obispo as a regional and tourist center.
CALL TO ORDER: Interim Chair Jill LeMieux
PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you may
address the Committee on items that are not on the agenda but are of interest to the public and within the subject
matter jurisdiction of the Promotional Coordinating Committee. The Committee may not discuss or take action
on issues that are not on the agenda other than to briefly respond to statements made or questions raised, or ask
staff to follow up on such issues.
CONSENT ITEMS
C.1 Minutes of the Meeting on February 8, 2017
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 SLO Happenings Technology Report
C.8 TOT Report
C.9 Minutes of the Special Meeting on February 4, 2017
C.10 Minutes of the Special Meeting on February 16, 2017
PRESENTATIONS
1. CHAMBER MONTHLY REPORT 10 mins
Representatives from the SLO Chamber will present the report for the public relations activities that
occurred over the past month.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to three minutes of
public testimony.
1. PROMOTIONAL COORDINATING COMMITTEE STRATEGIC PLAN 30 mins
BethMarie Ward from Regenerate Group will present the PCC the complied PCC Strategic Plan for the
committee’s review and adoption.
2. SAN LUIS OBISPO CHAMBER OF COMMERCE PARTNERSHIP CONSIDERATION 20 mins
Representatives from the Chamber of Commerce will present the future program opportunities and
funding requests for the consideration of the committee.
3. 2017-19 FINANCIAL PLAN UPDATE 5 mins
Staff will update the committee on the 2017-19 financial plan budget.
4. ELECTION OF CHAIR & VICE-CHAIR 5 mins
The committee will elect a Chair and Vice-Chair for the term of April 2017 to March 2018.
PCC LIAISON REPORTS & COMMUNICATION
At this time, Committee members will make announcements, report on activities, refer to staff issues for study and
report back to the Committee at a subsequent meeting.
1. GIA UPDATE – LIAISON REPORT
2. TBID BOARD REPORT – TBID Minutes: February 8, 2017
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on March 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
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, February 8, 2017
Regular Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Regular Meeting of the Promotional Coordinating Committee was called to order on
Wednesday, February 8, 2017 at 5:30 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Vice Chair Lemieux.
ROLL CALL
Present: Committee Members Daniel Levi, Patricia Loosley, Deborah Lewis, Sasha Palazzo,
Matthew Wilkins, and Vice-Chair Jill LeMieux.
Absent: (The committee currently has one open seat.)
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 LEVI, SECOND BY VICE CHAIR
LOOSLEY, CARRIED (6-0) to approve the Consent Agenda items C1 to C10.
C.1 Minutes of the Meeting on January 11, 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
C.7 SLO Happenings Technology Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of February 8, 2017 Page 2
C.8 TOT Report
C.9 Notice of Unscheduled Vacancy
C.10 Minutes of the Special Meeting on January 19, 2017
PRESENTATIONS
1. SLO Museum of Art
Jeff-AlMashat SLO Museum of Art Capital Campaign Director, reported that
approximately 10% of the $15 million goal, has been raised at this time.
2. RACESLO Updates
No presentation at this time.
3. Chamber of Commerce Quarterly Report
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, presented the public relations activities report for the past month,
highlighting coverage of the TBID Rainy Day program.
BUSINESS ITEMS
1. 2016-17 Mid Year Budget Update & 2017-19 Financial Plan
Tourism Manager Cano updated the committee on the mid-year budget status for 2016-
17, noting that a total of $ 6000 has been released back to the committee’s budget from
past encumbrances, giving an available balance of $ 8,600. The PCC 2017-19 budget
development timeline was discussed and developed by the committee as follows:
February PCC Meeting – Review timeline.
March PCC Meeting – First review of the base budget amounts. Chamber of
Commerce and Strategic Plan contractor presentations.
April – Chamber of Commerce contract proposals review and discussion; overall
program allocations; SLO Happenings program review and direction.
May Board Meeting – Budget recommendations for 2017-19: SLO Happenings
proposals.
June – Approve program plans for SLO Happenings.
Public Comments:
None.
---End of Public Comments---
No action was taken.
DRAFT Minutes – Promotional Coordinating Committee Meeting of February 8, 2017 Page 3
2. 2017-18 GIA Funding Allocation
Vice Chair LeMieux reviewed the GIA grant application review process and discussed
the funding allocation amount for the 2017-18 GIA grant cycle. The committee
discussed the budget timeline, past allocation amounts, and the expected number of
applicants.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LEWIS, SECOND BY COMMITTEE
MEMBER PALAZZO, CARRIED (6-0) to budget $100,000 for GIA funding for 2017-18.
3. Review of Committee Bylaws
Tourism Manager Cano presented the bi-annual Advisory Body bylaw review process
and responded to questions concerning the current bylaws.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED (6-0) to recommend deleting “and prepare an annual marketing
program” from Article 6, Item 1.
Article 6. Functions and Duties
1 Planning a comprehensive program to promote the City of San Luis Obispo and prepare an
annual marketing program consistent with City goals and objectives.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA Update
No additional report at this time.
2. TBID Board Report
Tourism Manager Cano presented a review of the February 8, 2017 meeting, noting that
additional funding has been allocated to the Rainy Day promotion.
DRAFT Minutes – Promotional Coordinating Committee Meeting of February 8, 2017 Page 4
3. Tourism Program Update
Tourism Manager Cano reported on the following Tourism program events:
Reported that Tourism Coordinator Liesel Kuehl has been focusing on the Rainy
Day promotion and will be assisting with staffing the upcoming tradeshows.
Noted that there are six applicants for the two open PCC board seats.
Reviewed the upcoming trade shows and additional out-of-town promotion events.
Reported that the Amgen Tour of California festival planning is underway with a
meeting for residents along the race scheduled for Monday, February 13th. It was
reported that the festival is now planned to be held on Higuera Street.
ADJOURNMENT
The meeting was adjourned at 6:33 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, March 8, 2017 at 5:30 p.m., in the
Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2017
Community Promotions Budget 2016-17
Budget 2016-17 Amount
Budget 403,609$
2015-16 Released Encumbrances 6,000$
Returned Funds (GIA)
Total Budget 409,609$
Expenditure Last Updated 3/2/2017
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ 100,000$ -$ GIA Recipients
Grants-in-Aid Promotional Support Contract 28,000$ 16,331$ Chamber of Commerce
Event Promotion Funding 40,000$ 40,000$ -$ City Administration
SLO Happenings Program - Technology 15,900$ 15,900$ GFL
SLO Happenings Program - Promotion 30,000$ 17,530$ FreshBuzz
General Contract Services 13,600$ 5,000$ 8,600$ Various: Strategic Plan
Visitors Center 103,000$ 60,081$ Chamber of Commerce
PR Contract 34,000$ 19,831$ Chamber of Commerce
Downtown Maps 8,500$ Chamber of Commerce
Support Cost 5,000$ 3,126$ City Administration
Administration 31,609$ 31,609$ City Administration
Total 409,609$ 309,408$ 8,600$
Report to City of SLO – TBID and PCC
Public Relations Contract
February 2017
Media/Community Relations
1. Participated in Conference call with CCTC’s UK public relations team, Black Diamond.
2. Coordinated beer-cation press trip for Great Beer Now writer Bryan Carey.
3. Began coordinating FAM trip in partnership with Native Trails.
4. Workd with Jackie Burell at Bay Area New Group, Bianca Bahamondes at The Daily
Meal as well as Alison DeRosa at the San Diego Union Tribune on articles about the
TBID’s money for a rainy day promotion.
5. Coordinated and hosted press trip for Cheryl Crabtree who was on assignment with
Fodor’s updating the California Guidebook.
6. Pitched Bubblegum Alley as one of the artsey-ist undiscovered streets ion the world to
Architectural Digest.
7. Worked with Sheobi Anne Ramos of Travelers Today on corrections for her article on
the five most beautiful college towns in America.
8. Worked with the Central Coast Renaissance Festival regarding coverage of the festival
in Westways Magazine.
9. Coordinated press trip for Heather Cassell of the Bay Area Reporter.
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
February 2017
Media Placements
1. San Luis Obispo travel deals
Jackie Burrell’s article in the Mercury News and the East Bay Times about the Money for a
Rainy Day deal also featured information about SLO Wine’s Sip in SLO promotion.
Mercury News Circulation: 397,754 | Unique Views: 8,948,720
East Bay Times Circulation: 147,510 | Unique Views: 21,031
http://www.mercurynews.com/2017/02/06/san-luis-obispo-travel-deals/
http://www.eastbaytimes.com/2017/02/06/san-luis-obispo-travel-deals/
2. Your California Bucket List
LA Times articles included Madonna Inn and Bubblegum Alley as essential California
experiences. The LA Times also ran a second article highlight the release of Visit
California’s Visitor Guide which showcases a full day itinerary for San Luis Obispo.
Unique Views: 23,901,579
http://www.latimes.com/travel/deals/la-tr-deal-california-visitor-guide-free-20170207-
story.html
http://www.latimes.com/travel/la-tr-california-bucket-list-updates-enjoy-bubblegum-alley-in-
san-luis-1481850238-htmlstory.html
Report to City of SLO – TBID and PCC
Public Relations Contract
February 2017
3. Golden State Grub: The Best Things to Eat in California
Food Network highlights Firestone Grill and Tri-Tip sandwiches as one of the 30 most
iconic foods in California.
Unique Views: 26,209,075
http://www.foodnetwork.com/restaurants/photos/what-to-eat-in-california
https://drive.google.com/file/d/0B9A8-93F35NkLURVRFZLblQwTDA/view
4. Swimming Pools and Movie Stars: A History of the World's First Motel
KCET story on the history and future of the Motel Inn.
Unique Views: 279,058
https://www.kcet.org/shows/artbound/checking-in-at-the-worlds-first-motel-san-luis-obispos-
motel-inn?utm_source=facebook&utm_medium=social&utm_campaign=kcet
Report to City of SLO – TBID and PCC
Public Relations Contract
February 2017
5. The Five Most Beautiful College Towns In America
Travelers Today highlights San Luis Obispo as one of the five most beautiful College towns
in America.
Unique Views: 132,006
http://www.travelerstoday.com/articles/38152/20170207/five-beautiful-college-towns-
america.htm
6. Beercation Bliss in San Luis Obispo
Great Beer Now writer Bryan Carey talks about his time in San Luis Obispo, hosted by the
City, as well as a review of SLO Brew.
Unique Views: 14,845
http://www.greatbeernow.com/slo-lofts-beercation-bliss-in-san-luis-obispo
http://www.greatbeernow.com/slo-brew-your-one-stop-shop-for-beer-food-and-live-
entertainment
Report to City of SLO – TBID and PCC
Public Relations Contract
February 2017
7. 5 Things to do in San Luis Obispo
Blogger Mel Says features her favorite things to do in San Luis Obispo including Scout
Coffee, Seeds and Wolff Vineyards.
Unique Views: 12,267
http://melsays.com/5-things-to-do-in-san-luis-obispo/
8. travel journal: California
Allison Day, a blogger, cookbook author, food photographer and nutritionist chronicles her
coffee-fueled California road trip through California including San Luis Obispo on Yummy
Beet.
Unique Views: 10,539
http://yummybeet.com/travel-california/
Report to City of SLO – TBID and PCC
Public Relations Contract
February 2017
9. Kid-Favorite Lodgings
Visit California highlights the Madonna Inn as a top family friendly resort in the state.
http://www.visitcalifornia.com/feature/kid-favorite-
lodgings?utm_source=NEWSL&utm_medium=email&utm_campaign=Feb+3+Family_2017-
02-16_489268&utm_content=11113651&utm_term=_489268_489274
Grants- in-Aid Marketing Support February 2017 Report
Organization Event VC PR SM EC MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X X
Cal Poly Corporation (for Cal Poly Arts)Cal Poly Arts Broadway Series X X X X
California Poppy Foundation Holiday Beer Festival X X X X X
Canzona Women's Ensemble
Canzona Women's Ensemble
Concerts (Choral Music)X X X
Central Coast Shakespeare Festival Shakespeare Under the Stars X X X
Cuesta College Foundation Friends of the CPAC 6th Annual Gala X X X X X
Ecologistics, Inc.Deep Green Convergence X
Festival Mozaic
Festival Mozaic Live Concert
Broadcast in Mission Plaza X X X X
Foundation for San Luis Obispo County
Public Libraries
Book and Author Series (Formerly
Literary Salon)X X
History Center of San Luis Obispo County Friday Night at the Museum X X X X X
Opera San Luis Obispo
La boheme: A City-Wide Arts
Collaboration X X X X X
Orchestra Novo Oz with Orchestra X X X X X X
Performing Arts Center, San Luis Obispo BravoSLO X
Saint Andrew Greek Orthodox Church An Evening in Greece X X X
San Luis Obispo Classical Academy An Evening with Garrison Keillor X X X X X
San Luis Obispo County Arts Council dba
ARTS Obispo
Children's Day in the Plaza with
Passport to the Arts X
San Luis Obispo Little Theatre
SLO Little Theatre 70th Anniversary
Season X X X X
San Luis Obispo Railroad Museum Central Coast Railroad Festival X X X X
San Luis Obispo Soccer Club SLO Summer Classic 2016 X
San Luis Obispo Vocal Arts Ensemble
Vocal Arts Ensemble 40th
Anniversary Year X X X
SLO Downtown Association 41st Annual Holiday Parade X X X
SLO Downtown Association 21st Annual Concerts in the Plaza X X X
SLO Downtown Association Santa's House X X X
SLO Noor Foundation Compassionate Hearts of Noor X
Black is current month, gray is past work
24 Total; 24 served to date or in progress
VC- Dropped off materials for display in Visitor Center; brochures, posters, etc.
PR- Sent out Press Release
SM- Ran event through Social Media outlets
EC- Included in Event Calendar
MTG- Meet with Groups in person to offer public relations advice and support
ST- Sell Tickets for events through the Visitor Center
PC- In place of in person meeting, had phone call with group to discuss details.
Report to City of SLO – PCC
Visitor Services Contract
February 2017
Visitor Interaction
February
2016
January
2017
February
2017
Walk-ins 4,733 4,553 4,955
Farmers’ Market* n/a n/a n/a
Phone calls 393 331 412
Emails 300 512 486
*estimate without people counter
Visitor Center Highlights
Continued the “Rainy Day” promotion for SLO hotels.
Joined City tourism in promoting SLO at two out-of-town tourism tradeshows.
Enjoyed helping every single visitor that came through our doors
Demographic Snapshot
International travelers 396
Asia 4%
Africa 0%
Europe 41%
Australia/New Zeeland 6%
United Kingdom 29%
North America 18%
South America 2%
Domestic travelers
(outside of CA.)
367
West 7%
West Coast 33%
East Coast 17%
Southw est 12%
Midw est 24%
South 7%
California travelers 1,113
Northern CA 26%
Southern CA 23%
Central Coast 38%
Central Valley 10%
Desert 3%
Calendar of Events
February
2017
March
2017
Events in calendar 319 143
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: February 1 – 28, 2017
PROGRAM SUMMARY, SERVICES and RESULTS
Services Delivered: Promotional Mobile App Digital, Social, Content Marketing Strategies, Media Advertising Planning and Execution,
Content Planning and Execution, Creative Design, App and Landing Page Design, and Video Production and Content.
Results Summary: We are actively promoting the new features on all channels and we deployed two #TicketTuesday promotions
(image below) this month. The contest activity has increased engagement and entries which raise the social profile. The drop in app
activity and in the user stats is reflective of the recent rains and an overall slow activity month. We look forward to increased interest
from the February press release. The new video showcasing app 3.0 is in production and will be available very soon.
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
Number of App Sessions: 166 (-1,129 / -57.57%)
Number of Active Users: 106 (-426 / -79.85%)
Number of App Downloads: / New Users: 559 (+69 / -33.00%)
Number of App Page Views: 733 (3,889 / -84.14%)
Number of Submission Sessions: 194 (+24 / +14.12%)
Number of Submission Users: 97 (+3 / +3.19%)
Number of Splash Page Link Clicks: 642 (-1065)
Number of Add Event Page Link Clicks: 1 (-194)
Number of Curated Events Entered / Posted: 78
MEDIA / ADVERTISING
Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Budget
Engagement / Awareness / Clicks to Website 10,767 23,590 5,129 2.34% $216..48
SOCIAL CHANNELS
SOLVE manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline
and digital app contests, connect and engage with the community users and event planners, optimize the media campaigns
and deliver provide quick response monitoring -- incrementally growing all digital channels and user data.
FACEBOOK January 2017 February 2017 +/-
Likes 22,237 22,209 -28
TWITTER January 2017 February 2017 +/-
Tweets 1,244 1,281 +37
Following 2,800 2,803 +3
Followers 2,349 2,404 +55
INSTAGRAM January 2017 February 2017 +/-
Posts 188 196 +8
Followers 2,954 3,090 +136
Following 1,810 1,890 +90
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings February Report
Events
Events : 163
Submissions : 59
From C hamber : 104
User Location
SLO County: 58%
San Francisco: 19%
Los Angeles: 12%
Other: 11%
Most Popular Events:
5th Annual SLO Mardi Gras 0225
Victorian Valentine's Party at Point SLO Lighthouse 0212
SLO Craft Beer Festival 0224 0225
Live Music @ Tap it! Brewing 0203 0303
Valentine's Winemaker Dinner 0217
Usage:
2017 2016
Users :1,231 1,412 ( 13.69% decrease)
Times Opened: 2,210 2,637 ( 17.61% decrease)
Avg. Session Length: 2:17 2:24 ( 4.98% decrease)
TOT Comparison2009‐102010‐11 2011‐12 2012‐13 2013‐142014‐15 2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 3.9% 88.384.7‐4.1 160.52$ 175.369.2 141.66$ 148.484.8August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ ‐1.2% 84.882.6‐2.6 151.23$ 155.112.6 128.23$ 128.09‐0.1September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 1.1% 7874.8‐4.1 140.93$ 152.378.1 109.94$ 114.033.7October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ ‐2.2% 7872.9‐6.6 142.17$ 146.182.8 110.87$ 106.51‐3.9November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 6.2% 65.166.52.1 128.84$ 133.33.5 83.85$ 88.615.7December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,490$ 1.1% 59.758.9‐1.3 118.86$ 123.173.6 70.92$ 72.522.3January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 352,612$ ‐9.0% 55.256.42.2 118.85$ 115.69‐2.7 65.62$ 65.30$ ‐0.5February 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$ 4,205,053$ 72.48 139.55$ 102.30$ 7,186,067$ *January TOT totals missing 1 hotel property and 6 homestaysOccupancy ADR RevPARFigures from Smith Travel Research report
Promotional Coordinating Committee
Special Meeting Minutes
Sunday, February 4, 2017
2:00 pm
Sand Inn & Suites
CALL TO ORDER: Interim Chair Jill LeMieux
PRESENT: LeMieux, Loosley, Wilkins, Lewis, Palazzo, Levi
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. STRATEGIC PLANNING WORKSHOP #2
The committee held the second of three strategic planning workshop sessions to develop the PCC Strategic
Plan. This session was the Practical Vision workshop. See the attached data.
City of San Luis Obispo Promotional Coordinating Committee
Practical Vision Workshop, February 4, 2017
“What do we want to see in place in the next two to three years as a result of our actions?”
Strengthened External Relations Enhanced Programming & Content
Established City
Partnerships
Enhanced
Community
Engagement
Increased
Awareness &
Support of PCC
New, Vibrant
Projects
Effective GIA
Program
Program
Evaluation
Support public art
i.e.- cows/painted
boxes
Identify
partnerships for
beautification
projects
Partnerships with
Community
Foundation, Art
Obispo/Cultural
orgs, City-Park &
Rec, etc.
Bridge between
the community &
visitors
Map/list promo of
current public
features (public
art, temp displays,
walking tours
Community
academy? Learn
about where you
live
Support Plaza and
Cultural Center
downtown
Neighborhood
support
Identify other
ways to better the
community (not
just events)
PCC members
engaged in $ ask
Council
Educate
community of
what PCC does
(scope)
Community
informed of PCC
accomplishments
Locals are aware
that we exist
Stop saying PCC-
make people say
it
More funding
Council & staff
buy in of the PCC
vision
More
events/activities
that benefit all
residents!
Service
businesses we
haven’t been
Projects that the
committee is
passionate about
Visitors &
Residents: Free
Wi-Fi downtown
Support evening
events- next
anchor attraction
(local & visitor
friendly)
Vibrant tourist
destination
Best way to fund
marketing
services for GIA
Workshops to
support GIA
applicants with
other agencies
Effective help to
non-profits
Understand &
evaluate the way
we handle PR
Next generation
SLO Happenings-
not just an app.
This data was created in response to the above focus question by members of the City of SLO PCC. The center columns are the areas where the most consensus was reached by
the most data produced by the group. The facilitated process utilized was a ToP® Practical Vision Consensus Workshop, a method of the Institute of Cultural Affairs. Facilitator:
BethMarie Ward, CTF, www.regenerategroup.com.
Promotional Coordinating Committee
Special Meeting Minutes
Thursday, February 16, 2017
4:30 pm
Sand Inn & Suites
CALL TO ORDER: Interim Chair Jill LeMieux
PRESENT: LeMieux, Loosley, Wilkins, Lewis, Palazzo, Levi
STAFF PRESENT: Molly Cano, Tourism Manager
BUSINESS ITEMS
1. STRATEGIC PLANNING WORKSHOP #3
The committee held the final of three strategic planning workshop sessions to develop the PCC Strategic Plan.
This session was the Strategic Directions and Focused Implementation Workshop, During this meeting they
established the implementation plan for the first year initiatives. The three strategic directions are 1)
Maintaining and updating Current Projects 2) Creating and Establishing New Projects 3) Improving Internal
Operations.
SLO PCC – Timeline—Year One Priorities
Strategic Direction
Project by Priority
Victory July-Sept
2017
Oct-Dec
2017
Jan-Mar
2018
April-June
2018
Resources Needed
Current Projects/
Review GIA
Make
improvements
GIA Support
Launch July
Review existing
survey results
Review current
program
components/
application process
Identify needed
changes
Council
approval?
Implement
changes
PCC
Molly
External
Support
Survey data
Budget
Internal/
Evaluation Process
PCC knows
what they’re
doing
Committee has
a clear
understanding
Launch July
Identify who/what
we need to
evaluate—July (PCC)
Create criteria for
evaluation- July
(PCC)
Create tool to use for
evaluation- August
(Molly)
Implement
evaluation
Oct(quarter)
(PCC)
Review
program
evaluation
(quarter)
Nov. (PCC)
Molly
Committee
Internal/
Communication
Plan
Communication
Clear
understanding
Follow
Through
Launch July
Define the purpose of
the plan- July (PCC)
Form a taskforce to
draft Communication
Plan- July (PCC)
Define who the
message needs to go
to- July- PCC
Identify what we
need to
communicate- July
(PCC)
Present
draft plan-
Oct.
(Taskforce)
Approve &
implement-
Nov. (PCC)
Taskforce &
time
Molly
PCC
Write the draft plan
Aug-Sept.
(Taskforce)
Current
Projects/SLO
Happenings
Review
Launch Oct.
New Projects/
Survey Local
Businesses &
Community
Launch August
New
Projects/Identify
New Partnerships
Launch
January
Internal/ PCC
Member Skillset
Criteria and
Succession Plan
Launch Nov.
This data was generated on February 19, 2017 by the City of SLO PCC Session #3—Strategic Directions and Focused Implementation
Workshop facilitated by BethMarie Ward, Regenerate Group. Data is synthesized by top 7 priorities for Fiscal Year 2017-2018 and
color coded by three strategic directions: 1) Maintaining and updating Current Projects 2) Creating and Establishing New Projects
3) Improving Internal Operations
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, February 8, 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, February 8, 2017 at 10:00 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, Clint Pearce (10:17), Pragna Patel-Mueller (10:03),
LeBren Young-Harris, Vice-Chair Nipool Patel, and Chair Matthew Wilkins
Absent: Amy Swink
Staff: Tourism Manager Molly Cano, Tourism Coordinator Liesel Kuehl, and Recording
Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
CONSENT AGENDA
Item considered following Presentation 3, due to lack of quorum.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER
YOUNG-HARRIS, CARRIED (5-0-1, HUTTON ABSTAINED), to approve Consent Calendar
Items C1 through C6.
C1. Minutes of regular meeting on Wednesday, January 11, 2017
C2. Smith Travel Report
C3. Chamber Public Relations Report
C4. BCA + Matchfire Marketing Report
C5. Chamber Visitor Center Report
C6. Transit Occupancy Tax (TOT) Report
DRAFT Minutes – Tourism Business Improvement District Board Meeting of February 8, 2017 Page 2
PRESENTATIONS
Item considered prior to Consent Agenda items, due to lack of quorum.
1. SLO MUSEUM OF ART
Jeff Al-Mashat, SLO Museum of Art Capital Campaign Director, introduced himself
and presented a report on the San Luis Obispo Museum of Art’s capital campaign.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. SLO WINE MID YEAR REPORT
Heather Muran, Executive Director SLO Wine Country Association, presented the mid-
year activity report for the SLO TBID partnership contract. Highlights included a
review of associate member benefits, digital communications metrics, and a review of
customer demographics. It was noted that out-of-state visitors peak in June and Bay
Area visitors trend in the off-season.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of February 8, 2017 Page 3
3. RACESLO UPDATE
Samantha Pruitt, CEO Race SLO, presented an update on the 2017 SLO Marathon &
the Healthy Running Conference. A demographic review of the participants was
presented along with the economic impact of each event. New events for 2017 were
reported on and the new course for the SLO Marathon was reviewed, stressing the
community outreach being done related to the new course. Of particular note is a new
event for the California Military Department, scheduled for March 2018 at Camp San
Luis Obispo.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
The Consent Agenda Items were considered at this time.
4. MARKETING AGENCY MONTHLY REPORT
Representatives from BCA + Matchfire presented the monthly activity report for their
TBID marketing activities over the past quarter. Recent and upcoming events were
reviewed, the revised Discover San Luis Obispo brochure/map was presented, and it
was noted that the Digital Advertising campaign continues to grow along with overall
digital metrics. The new “Hotel Abandonment” email function, which sends an email to
anybody who has looked at a property page but didn’t book a stay, was presented.
Responding to Board member questions concerning the lodging loyalty program, a
discussion of the room-stay parameters and tracking method of the program ensued.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
5. CHAMBER OF COMMERCE MONTHLY 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 for January. Successes with the LA Times and the East Bay
Times concerning the Rainy Day promotion were discussed, along with upcoming
opportunities with the Fodors’s CA Guide 2018 update.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of February 8, 2017 Page 4
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
BUSINESS ITEMS
Business Item 4 was considered first and Business Item 3 was considered second.
1. 2016-17 MID YEAR BUDGET UPDATE & 2017-19 FINANCIAL PLAN
Tourism Manager Cano reviewed the mid-year budget, discussed the current TBID
Program fund balance and projections for 2017-19, and reviewed the timeline for the
2017-19 Financial Plan creation.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER
YOUNG-HARRIS, CARRIED (6-0), to carry over $ 100,000 of the current fund balance to
2017-18 program budget and hold $ 53,000 for possible use in the current fiscal cycle.
Board Member Pragna Patel-Mueller and Vice-Chair Nipool Patel left the meeting: 11:42.
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
PEARCE, CARRIED (4-0), to use $14,000 of the fund balance for the Rainy-Day promotion.
2. STRATEGIC PLAN UPDATE COMMITTEE ASSIGNMENTS
The Management Committee members reviewed committee assignments for the
Strategic Imperatives and Initiatives.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
YOUNG-HARRIS, CARRIED (4-0), to accept the sub-committee assignments as presented.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of February 8, 2017 Page 5
3. MARKETING COMMITTEE RECOMMENDATIONS
This item was considered second.
Tourism Manager Cano and Board Member Hutton reviewed available funding and
recommended that it be held for future Arts funding.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
HUTTON, CARRIED (4-0), if available to use the remaining funds from the Festival Mozaic
Winter Mezzo sponsorship for the Rainy Day promotion.
4. REVIEW OF COMMITTEE BYLAWS
This item was considered first.
Tourism Manager Cano reviewed the biannual Advisory Bodies bylaws review process
along with changes made to the TBID bylaws in the past four years. The Board
reviewed the current TBID bylaws and Tourism Manager Cano answered questions
concerning recruitment.
Board Member Patel-Mueller suggested that Board Members should be making the
recommendations for who is appointed to the Board, rather than Council, with final
Council approval. The proposal was discussed by the Board and it was determined that
this is a process discussion rather than a bylaw issue. Staff noted that the discussed
topics of; interview appointment scheduling, Board-member make-up of the interview
panel, and what the time lapse requirement is for possible reappointment following
reaching term limits, will be researched by staff.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of February 8, 2017 Page 6
BUSINESS ITEMS
1. HOTELIER UPDATE
No updates at this time.
2. MANAGEMENT COMMITTEE UPDATE
No further report.
3. MARKETING COMMITTEE UPDATE
Tourism Manager Cano reviewed that there was a request to redesign the website
layout for Hotel pages on the website.
4. PCC UPDATE
Chair Wilkins reviewed the PCC Strategic Plan update process to date.
5. VISIT SLO COUNTY UPDATE
Board Member Pearce reviewed discussions on SAVOR on the Road, the current
Conference Center Feasibility Study, and noted that the new name for VSLOC is Visit
SLO CAL
6. TOURISM PROGRAM UPDATE
Tourism Manager Cano;
Introduced Tourism Coordinator Leisel Kuehl, noting that her focus so far has been
on the Rainy Day promotion, and that she will be attending the upcoming
tradeshows.
Reported that Board members Swink and Young-Harris terms are up for
reappointment, and that Board member Hutton is termed out. It was noted that a
past board member has applied for the open seat.
Reviewed the upcoming tradeshow schedule, Visit California Outlook Forum, and
provided a brief update on planning for the Amgen Tour of California downtown
festival.
Notified the Board that the next Management committee meeting will be held on
February 21, 2017.
ADJOURNMENT
The meeting was adjourned at 11:58 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, March 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