HomeMy WebLinkAbout05-10-17 - Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, May 10, 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: Chair Daniel Levi
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 Commi ttee. 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 April 12, 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
PRESENTATIONS
1. SLO CHAMBER OF COMMERCE MONTHLY UPDATE 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. 2017-18 SLO HAPPENINGS PROGRAM PROPOSALS 20 mins
The contractors on record, GFL and SOLVE will present the 2017 -18 proposals for the SLO Happenings
program based on the direction and work scope requests given by the committee during the April meeting.
2. 2017-19 BUDGET ALLOCATIONS 15 mins
The committee will establish the final recommended budget allocations for the 2017-19 Community
Promotions budget.
3. CONTRACTOR AGREEMENT RECOMMENDATIONS 10 mins
The committee will direct staff on the terms of the agreements for the following contractors:
SLO Chamber of Commerce
SOLVE
GFL Systems
4. 2017-18 GRANTS-IN-AID – PRELIMINARY RECOMMENDATION 20 mins
The Grants-in-Aid Subcommittee will present the preliminary 2017-18 funding recommendations. Based
on those findings, the committee will form the recommendation to the City Council. This recommendation
will be presented to the applicants in a special meeting of the PCC on May 17, 2017 at 5:30 pm.
5. 2017-18 ANNUAL EVENT PROMOTION APPLICATION 5 mins
The committee will approve the 2017-18 Annual Event Promotion Application and timeline and direct
staff to release the application.
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: April 12, 2017
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Liesel Kuehl, Tourism Coordinator, do hereby certify that on May 5, 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, April 12, 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, April 12, 2017 at 5:30 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Daniel Levi.
ROLL CALL
Present: Committee Members, Diana Cozzi, Zoya Dixon, Patricia Loosley, Matthew Wilkins
(5:57), Vice-Chair Jill LeMieux, and Chair Daniel Levi.
Absent: Sasha Palazzo
Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
OATH OF OFFICE
Committee Members Diana Cozzi and Zoya Dixon were sworn in by Recording Secretary, Kevin
Christian.
CONSENT AGENDA
ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER
LOOSLEY, CARRIED (5-0) to approve the Consent Agenda items C1 to C8.
C.1 Minutes of the Meeting on March 8, 2017
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid (GIA) Support Report
C.5 Visitors Center Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 12, 2017 Page 2
C.6 SLO Happenings Promotions Report
C.7 SLO Happenings Technology Report
C.8 TOT Report
PRESENTATIONS
1. Book Presentation
Gareth Kelly, author of “100 Things To Do In San Luis Obispo County Before You
Die” introduced himself, reviewed his background, and presented the book information
to the Board.
Tourism Manger Cano noted that copies of this book will be given to participants of the
inaugural SLO/Seattle flight on 4/13/17.
Public Comments:
None.
---End of Public Comments---
2. 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 the
public relations activities report for the past quarter, along with a review of their Grants
In Aid (GIA) services. A review of service metrics for the past quarter was presented,
noting that the Rainy Day promotion drove much of the traffic they received during the
past quarter. In a discussion concerning a magazine piece entitled, Epic Cross Country
Train Rides, it was stressed that the Chamber presents the City in an apolitical manner.
The public relations highlights included Spoon University rating San Luis Obispo the
seventh healthiest City to eat in, in the U.S.
Public Comments:
None.
---End of Public Comments---
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 12, 2017 Page 3
3. SLO Happenings Program Quarterly Promotions Update
Judith Cohen and Victoria Moreno, representatives from Solve, presented the quarterly
promotions activity report for the SLO Happenings program, showed their new
promotional video, reviewed strategy and successes for their outreach promotions, and
announced that they have created a marketing tips booklet for how to most effectively
use the SLO Happenings app.
Public Comments:
None.
---End of Public Comments---
4. SLO Happenings Program Technology Quarterly Update
Mike Holiday from GFL Systems presented the quarterly activity report for the
technology developments with the SLO Happenings program.
Public Comments:
None.
---End of Public Comments---
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 12, 2017 Page 4
BUSINESS ITEMS
1. San Luis Obispo (SLO) Little Theatre Beatification Funding Request
Kevin Harris, Managing Artistic Director, and Patty Thayer, Communications and
Development Director, reviewed the history, current production capacity, and the
potential economic impact of the SLO Little Theatre. They announced that the Little
Theatre is going to be rebranded as the SLO Repertory Theatre, asked for a one-time
$5,000 grant to help fund the rebranding, and responded to questions from the
committee.
Tourism Manager Cano reviewed remaining available funding in the current fiscal year
budget.
The Committee requested that the words “San Luis Obispo” in the previewed logo be
studied for word spacing legibility.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER
WILKINS, CARRIED (6-0) to support signage rebranding the SLO Little Theatre to the SLO
Repertory Theatre, at $5,000.
2. Promotional Coordinating Committee Strategic Plan
Tourism Manager Cano reviewed the final PCC Strategic Planning Report and the
process for presentation to City Council.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER
COZZI, CARRIED (6-0) to adopt the Strategic Plan as presented.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 12, 2017 Page 5
3. Final Review of Committee Bylaws
The Board reviewed bylaw amendments discussed during the February meeting.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED (6-0) to amend the Committee Bylaws as follows:
ARTICLE 6. Item 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.
4. San Luis Obispo Chamber of Commerce Partnership Consideration
(Committee Member LeMieux recused herself from the meeting during this item.)
Tourism Manger Cano reviewed the financial outlook for the City and how it relates to
contract commitments. Chamber of Commerce representative Molly Kern, Director of
Communications and Business Education, and Dusty Colyer-Worth, Visitor Center
Manager presented the proposed two-year contract rate, along with single year contract
rate options for both the Visitor Center services and the Public Relations service.
The Committee determined that they should consider Business Item 5 prior to any
decisions being made concerning the contract options.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 12, 2017 Page 6
5. Initial Budget Allocations
Tourism Manager Cano reviewed the anticipated budget and commitments for 2017-18.
The committee discussed their priorities and needs concerning support cost, the SLO
Happenings app marketing and programming, and event promotion funding needs.
Initial recommended line item allocations for the 2017-18 Community Promotions
budget were developed, with final determination to be made at the May meeting.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants In Aid (GIA) Update
Chair Levi, and Committee Members Lemieux and Wilkins are the sub-committee for
the GIA grant review. The sub-committee will bring recommendations to the full
committee on specific organization funding at the May meeting. A brief review of the
overall process was presented for the new committee members.
2. TBID Board Report
Committee Member Wilkins reviewed the April 12, 2017 meeting, noting that
Kimberly Walker has been reappointed to the TBID.
3. Tourism Program Update
Tourism Manager Cano reported on the following Tourism program events:
- Reviewed the inaugural Alaska airlines flight between SLO and Seattle on April 13,
2017, and the tourism outreach planned around the launch.
- The Visit SLOCAL Tourism Exchange meeting will be held on May 11.
- The new Central Coast Tourism map is being printed, with distribution projected
for the beginning of May.
- Staff will be attending the Visit California May 31st meeting.
- The May 16th AMGEN Tour of California race road closures and downtown block-
party plans.
- Road closures for the SLO Marathon on April 29-30.
- A GIA sub-committee meeting will be held on April 26th.
- There will be a special PCC GIA meeting to announce specific grant award
allocation on May 17th.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 12, 2017 Page 7
ADJOURNMENT
The meeting was adjourned at 8:03 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, May 10, 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 5/2/2017
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ 100,000$ -$ GIA Recipients
Grants-in-Aid Promotional Support Contract 28,000$ 20,997$ 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$ 22,442$ FreshBuzz
General Contract Services 13,600$ 10,000$ 3,600$ Various: Strategic Plan; SLO Little Theatre
Visitors Center 103,000$ 77,247$ Chamber of Commerce
PR Contract 34,000$ 25,497$ Chamber of Commerce
Downtown Maps 8,500$ Chamber of Commerce
Support Cost 5,000$ 3,881$ City Administration
Administration 31,609$ 31,609$ City Administration
Total 409,609$ 347,573$ 3,600$
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
Media/Community Relations
1. Coordinated and hosted the San Luis Obispo portion of a press trip for Lisa Gipson,
managing editor of San Diego Family.
2. Worked with SLO Wine to a host press trip for Robin Soslow, who contributes to
Newsday and The Dallas Morning News in addition to a variety of wellness and vegan
lifestyle outlets.
3. Coordinated a dinner for lifestyle bloggers based in Seattle to promote the destination,
new direct flight and the TBID’s corresponding promotion.
4. Wrote and distributed a release regarding Seattle to SLO travel deal.
5. Distributed a release regarding updates to SLO Happenings event app.
6. Worked with Bobby Laurie to feature San Luis Obispo in an upcoming episode of The
Jet Set which covers destinations that are educational for kids and fun for adults.
7. Worked with Wine Country This Month to feature San Luis Obispo in the upcoming
edition of their concierge book.
8. Continued to work with Adam Edwards on his article for the Sunday Times Travel
Magazine.
9. Pitched the Butler Hotel to a freelance writer looking for small boutique hotels (4-6
rooms) for luxe getaway travel feature.
10. Began coordinating a press trip for Far Out Magazine in cooperation with the CCTC
and Visit SLO CAL.
11. Worked with KSBY to shape the story and suggest contacts for their piece on the SLO
Marathon.
12. 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
April 2017
Media Placements
1. A Design Lover’s Weekend in San Luis Obispo
Shelby Way, who was part of the city’s arts FAM in fall of 2016, shares an itinerary of things
to do and see as well as places to stay and eat in San Luis Obispo in the design focused
publication Lonny Magazine.
Unique Views: 5,190,818
http://www.lonny.com/A+Design+Lover's+Weekend+In+San+Luis+Obispo
2. 6 spots to wine and dine along California’s Central Coast
Daniel Otis, who was hosted in SLO through our partnership with the CCTC, highlights his
experiences at SLO Brew, Sidecar and SLO Provisions in an article for The Toronto Star.
Circulation/Audience: 361,323
Unique Views: 9,373,163
https://www.thestar.com/life/travel/2017/04/05/6-spots-to-wine-and-dine-along-californias-
central-coast.html
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
3. 52 Perfect Weekend Getaways In and Around L.A.
LA Magazine includes San Luis Obispo as one of its top getaways for adventure
highlighting the cycling, food and places to stay as reasons you should visit.
Circulation/Audience: 142,177
Unique Views: 698,471
http://www.lamag.com/52-great-saturdays/weekend-getaways-los-angeles/
4. Top 20 Destinations for Craft Spirits
Talia Avakian’s article for Travel+Leisure showcases San Luis Obispo’s ranking as one of
the top places in America for craft spirits. The rankings were developed by Travelocity and
the American Distilling Institute was picked up by more than nine additional outlets.
Unique Views: 12,288,741
http://www.travelandleisure.com/food-drink/america-top-craft-distilling
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
5. The Most Scenic Train Rides In The U.S.
Allison Fox’s article about the most scenic train rides was picked up by eight outlets
including MSN platforms and the Huffington Post and features both the Coast Starlight and
the Pacific Surfliner.
Unique Views: 10,034,422
http://www.msn.com/en-ph/travel/news/the-most-scenic-train-rides-in-the-us/ar-
BBzs7sw#page=2
Unique Views: 22,865,758
http://www.huffingtonpost.com/entry/most-scenic-train-rides-in-the-
us_us_58dd1bf1e4b08194e3b7c149?comm_ref=false&ir=Style%3Fview%3Dprint&utm_hp_
ref=style
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
6. You Can See This Gorgeous Stretch of Pacific Coast by Train for Under $100
Article featured on Good Housekeeping, House Beautiful and Country Living article
highlights the trip from San Diego to SLO including the numerous hotels that are close to the
train station.
Unique Views: 3,819,862
http://www.housebeautiful.com/lifestyle/news/a8444/pacific-coast-train-ride/
Unique Views: 11,526,810
http://www.countryliving.com/life/travel/a42516/pacific-coast-train-ride/
Unique Views: 9,421,053
http://www.goodhousekeeping.com/life/travel/news/a43573/pacific-coast-train-ride/
7. Highway 101: The best roadside eats between San Francisco and Santa Barbara
The (San Jose) Mercury News article encourages Bay Area readers to stop at Old San
Luis BBQ on their culinary tour of the Central Coast.
Circulation/Audience: 397,754
Unique Views: 8,943,587
http://www.mercurynews.com/2017/04/09/highway-101-the-10-best-roadside-eats/
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
8. OC Mom Blog
Shelby Barone, founder of OC Mom Blog, talks about her stop in San Luis Obispo -
covering Motel Inn, Tonita’s Mexican food and Bubblegum Alley – in a series of posts about
her mother-daughter road trip from Orange County to Monterey.
Unique Views: 52,888
http://ocmomblog.com/visit-first-motel-world/
http://ocmomblog.com/bubblegum-alley-san-luis-obispo/
http://ocmomblog.com/tonitas-mexican-food-san-luis-obispo/
9. This Amtrak Route Is the Coolest (and Cheapest!) Way to See the SoCal Coast
Alexandria Hinchey’s post about the Pacific Surfliner for PopSugar was also picked up by a
variety of other outlets including MSN.
Unique Views: 19,197,725
https://www.popsugar.com/smart-living/California-Coast-Amtrak-Route-43418368
Unique Views: 10,034,422
http://www.msn.com/en-za/travel/tripideas/this-amtrak-route-is-the-coolest-and-cheapest-
way-to-see-the-socal-coast/ss-BBzMCX0
http://www.msn.com/en-us/travel/tripideas/this-amtrak-route-is-the-coolest-and-cheapest-
way-to-see-the-socal-coast/ss-BBzMCX0
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
10. San Luis Obispo International Film Festival
MovieMaker Magazine and The Tribune featured articles about the SLOIFF and Leonard
Maltin discussed it on his podcast Maltin on Movies.
Circulation/Audience: 54,000
Unique Views: 148,506
http://www.moviemaker.com/archives/festivals/50-film-festivals-worth-the-entry-fee-2017/4/
Unique Views: 831,335
http://www.sanluisobispo.com/entertainment/movies-news-reviews/article145799314.html
Unique Views: 562,670
http://nerdist.com/maltin-on-movies-123-film-festivals/
11. This Bright Pink Hotel Is One of the Biggest (and Best!) Secrets in California
Pop Sugar’s US and UK sites feature a slideshow of popular Instagram posts of the
Madonna Inn calling it “undoubtedly be the most unique hotel you'll ever visit.”
Unique Views: 19,197,725
https://www.popsugar.com/smart-living/Madonna-Inn-San-Luis-Obispo-CA-43444305
https://www.popsugar.co.uk/smart-living/Madonna-Inn-San-Luis-Obispo-CA-43446274
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
12. Photo of the day: mountain biking in San Luis Obispo
Mountain Bike Action features a photo of San Luis Obispo as their ‘photo of the day’ and
recommends that readers take a ride while visiting and consider Cal Poly for their children
that are looking to continue mountain biking in college.
Unique Views: 17,695
http://mbaction.com/home-page/photo-of-the-day-mountain-biking -in-san-luis-obispo
13. Best of Road: Texas and California
Allison Otto, the videographer on the Best of the Road, tours the best small towns in CA
and TX including San Luis Obispo.
Unique Views: 9,428,486
http://www.travelchannel.com/interests/road-trips/photos/best-of-road-texas-and-california
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
14. Travel with AAA Highroads
Dan Davis visits Madonna Inn on this episode of his TV show AAA Highroads.
Unique Views: 1,093,173
http://www.azfamily.com/clip/13279455/travel-with-aaa-highroads
15. 5 Fun Things To Do in SLO for (Almost) Free
Her Campus article showcases things to do in San Luis Obispo on a budget.
Unique Views: 1,501,572
http://www.hercampus.com/school/cal-poly/5-fun-things-do-slo-almost-free
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
16. Escape to the Coast
Phoenix Magazine includes a stop in San Luis Obispo wine country as the perfect coastal
escape, referencing the convenient flight and the vibe, ‘There’s just a different energy and
feel about San Luis Obispo where everybody is just nice and happy and more relaxed than
they are in most other cities.’
Circulation/Audience: 70,648
Unique Views: 45,096
http://www.phoenixmag.com/travel/escape-to-the-coast.html
17. Weekend Getaway: 48 hours in SLO
TVN calls San Luis Obispo the perfect location for a road trip “It’s just far away enough that
it feels like a getaway, but not so far that you feel like you’re never going to get there.”
Unique Views: 17,695
http://trueviralnews.com/weekend-getaway-48-hours-in-san-luis-obispo/
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2017
18. Stepping Back in Time, at Barrelhouse Speakeasy
Great Beer Now writer Bryan Carey shares his experience at Barrelhouse Speakeasy while
he was in San Luis Obispo on a hosted press trip.
Unique Views: 14,845
http://www.greatbeernow.com/stepping-back-in-time-at-barrelhouse-speakeasy
Grants- in-Aid Marketing Support April 2017 Report
Organization Event VC PR SM EC MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X 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 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 (Family Day at the PAC)X X X X 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 X 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 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 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
April 2017
Visitor Interaction
April
2016
March
2017
April
2017
Walk-ins 5,560 6,202 6,625
Farmers’ Market* n/a n/a 750
Phone calls 280 493 387
Emails 269 478 455
*estimate without people counter
Visitor Center Highlights
•Took the Visitor Center on the road to Farmers’ Market during Cal Poly Open House.
•Promoted SLO at Cal Poly Open House resource fair.
•Distributed GIA materials while making quarterly visits to area hotels.
•Enjoyed helping every single visitor that came through our doors
Demographic Snapshot
International travelers 596
Asia 3%
Africa 0%
Europe 41%
Australia/New Zeeland 4%
United Kingdom 32%
North America 18%
South America 2%
Domestic travelers
(outside of CA.)
530
West 6%
West Coast 33%
East Coast 18%
Southw est 15%
Midw est 23%
South 5%
California travelers 1,457
Northern CA 23%
Southern CA 26%
Central Coast 40%
Central Valley 9%
Desert 2%
Calendar of Events
April
2017
May
2017
Events in calendar 207 244
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: APRIL 1 – 30, 2017
PROGRAM SUMMARY, SERVICES and RESULTS
Services Delivered: Promotional Mobile App Digital, Social, Content Marketing and Management Strategies, Media Advertising Design, Planning and
Execution, Content Design Planning and Execution, App and Landing Page Design, and Video Production.
Summary: We continue to highlight the new features on the app and to share local happenings and events on all SLO Happenings digital
channels. We keep the social community engaged while reminding them via earned & paid media to use the app for ease and functionality. We are
looking forward to a busy, events-filled Summer across the SLO City events spectrum. This season will be an excellent opportunity to remind promoters
to submit events and activities for the upcoming months. Our consistent efforts in curating a wide visibility of Facebook events creates both
engagement and incentive for users to stay connected to the social channels and use the app.
MEDIA / ADVERTISING
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
Number of App Downloads: 569 (-625 / -52%)
Number of Users: 1,604 (+3 / +.2%)
Number of App Sessions: 2,951 (+65 / +2.3%)
Number of Submission Users: 94 (-8 / +3.30%
Number of Submission Sessions: 194 (-9 / -4.43.%)
Number of SLO Happening Splash Page clicks: 21,506 (+271)
Number of Add Event Page clicks: 207 (+4)
Number of Curated Events Entered / Posted: 75
Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Spend
Engagement / Awareness / Clicks to Website 16,389 30,096 24,590 .73% $235.92
SOCIAL CHANNELS
The SOLVE team manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline
and digital app contests, connect and engage with the community users and event planners, optimize the media campaigns and de liver
provide quick response monitoring -- incrementally growing all digital channels and user data.
FACEBOOK March 2017 April 2017 +/-
Likes 22,281 22,176 -105
TWITTER March 2017 April 2017 +/-
Tweets 1,345 1,386 +41
Following 2,835 2,831 -4
Followers 2,447 2,484 +37
INSTAGRAM March 2017 April 2017 +/-
Posts 202 208 +6
Followers 3,232 3,312 +80
Following 1,981 2,026 +45
VIMEO March 2017 April 2017 +/-
Views - 16 +16
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings April Report
Events
Events : 156
Submissions : 62
From C hamber : 94
User Location
SLO County: 61%
San Francisco: 17%
Los Angeles: 13%
Other: 9%
Most Popular Events:
2017 Poly Royal Rodeo at Cal Poly State University 407 408
Easter at the Apple Farm 415 416
39th Annual Children’s D ay in the Plaza 408
Zesty Pop Up Brunch 402
Record Store Day at Boo Boo Records! 422
Usage:
2017 2016
Users :1,604 2,064 ( 22.29% decrease)
Times Opened: 2,951 4,118 ( 28.34% decrease)
Avg. Session Length: 2:30 2:22 ( 5.63% increase)
TOT Comparison2009‐102010‐11 2011‐12 2012‐13 2013‐142014‐15 2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐July 508,195$ 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$ 434,836$ 1.2% 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$ 396,437$ 2.4% 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$ 439,735$ ‐5.8% 66.261.7‐6.8 129.14$ 128.71‐0.5 85.53$ 79.36‐7.3March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ ‐1.7% 72.369.1‐4.3 131.95$ 130.03‐1.5 95.34$ 89.91‐5.7April 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$ 5,238,602$ 72.48 139.56$ 102.30$ 7,186,264$ *January TOT totals missing 2 homestays*February TOT totals missing 2 homestays*March TOT totals missing 3 homestaysOccupancy ADR RevPARFigures from Smith Travel Research report
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
May 1 2017
Molly Cano
Tourism Manager
City of San Luis Obispo
990 Palm Street
San Luis Obispo, CA 93401
SLO H appening Mobile App IT Management Proposal Fiscal Year 20172018
GFL Systems has developed and maintained the SLO Happenings App, since its inception, for the Promotional
Coordinating C ommittee of the City of San Luis Obispo. GFL Systems proposes the following scope of w ork and
associated costs for the city’s fiscal year 20172018.
Development
●Work with city staff and marketing vendor to design new methodology for displaying recurring events.
●Implement new methodology in mobile app and webbased entry system as needed.
●Improve inapp analytics
Maintenance
●Maintain app releases for iOS and Android marketplaces.
●Update app as need to repair any bugs, apply necessary security updates
Event Management System
●Maintain webbased event entry system on slohappenings.com
●Perform updates as need to repair any bugs and apply necessary security updates
●Maintain functionality between SLO Chamber and SLO Happenings App
●Maintain functionality between SLO Chamber, SLO H appenings App and Share SLO Calendar
Reporting
●Improve reporting system
●Automate monthly and quarterly reports
●Ensure marketing vendor has full access to information required for reporting to PC C
Costs
Maintenance and hosting $5,000
Development and improvements to reporting system $3,000
Total $8,000
*Previous maintenance and hosting was subsidized by ongoing development costs.
Thank you,
Mike Holliday
GFL Systems Inc.
Thank you for selecting SOLVE to continue to serve the Promotional Coordinating
Committee, the SLO Happenings Promotional Program and The City of San Luis
Obispo for FY 2017-18
The following is our proposal for achieving the SLO Happenings marketing goals and
objectives. Our integrated marketing plan includes a dedicated comprehensive,
multi-channel approach to generate awareness, increase engagement and provide
measurable results --while further defining the SLO Happenings brand as the events
app standard with the most comprehensive listings of all events in the City of San Luis
Obispo.
With best-practices marketing and advertising efforts fully in motion and creating
results, for 2017-18, we suggest expanding the marketing-focused execution including
additional key strategies to include app store optimization, user experience, feedback
communications, review acquisition and surveys/data collection.
We look forward to strategizing, developing, promoting, nurturing and magnifying a
focused, integrated and successful promotional marketing program that will continue
to lay the foundation for growth and success in 2017-2018 and beyond.
It is with our utmost gratitude and enthusiasm that we present our plan for the coming
fiscal year.
SOLVE will provide the strategies and expand the best practices in promotional marketing,
advertising, optimization, content development, account and campaign management to include:
•Strategic Planning and Tactical Scope Development for FY 2017/2018
•Promotional Marketing –Program Planning and Management
•Content and Curation Strategies -Events, Contest, Promotions and Local Information
•Video Content –Expanded Advertising and Event Content
•Advertising and Promotion -Digital/Social and Traditional Media
•Outreach Strategies –Connect with Promoters and Event Planners
•App Store Optimization: Design, Keyword, User Experience, Reviews
•App Management Services & Support –Event Review and Curation
•User Surveys Intelligence and Data Collection
•Design and Branding -Promotional Marketing Collateral
•Data Analytics Strategies -App and Page Data Analytics Reporting
•Program Goals for 2017/2018
Like the City of San Luis Obispo, the mobile app market
is constantly expanding, and publishers (and their partner
agencies) need to continually assess and execute
marketing strategies that ensures that the their app stands
out as the go-to resource. We believe this c hallenge
requires a strategic pivot to continue the upward
trajectory of SLO Happenings app in an increasingly
noisy marketplace.
Now is the time to better leverage these opportunities with
best practices. SLO Happenings is an amazing, engaging
and highly functional app and deserves a vast, loyal, and
engaged audience.
Our goal is to encourage users to download the app and use it over and over (and over) again.
Leveraging industry standard tactics and tools, our 2017-18 plan will power the engine of
marketing, user acquisition and optimization efforts.
Developing a compelling marketing strategy in a constantly changing and growing market requires
utilizing all the acronyms, metrics and mobile marketing avenues available.
Expanding the strategic marketing focus will include app store optimization, user acquisition,
feedback communications, as well as review outreach and acquisition.
An amazing app demands a loyal and engaged audience, but first they have to find the app, and
take action.
For 2017-18, with marketing and advertising efforts in play and creating results, we are
expanding the focus to include the following app marketing strategies:
o App Store Optimization (ASO) -Evaluate, plan and execute best practices in App Store
Optimization to include Messaging/ Keywords, Categories, Screenshots Design, and Video to
make the SLO Happenings app more discoverable, engaging and useful to users.
o App User Acquisition Strategies –Evaluate, plan and execute best practices in user acquisition,
communications/feedback and response optimization --leveraging of industry standard in-App
and Email Response Tools (e.g. HelpShift). These effort are in addition to our standard social
promotion, marketing and advertising services.
o App Reviews Strategies –Evaluate, plan and execute best practices optimization of reviews
including the app plugin and timing, unique messaging, user experience and feedback/response
optimization.
o App Surveys / Data Collection –Evaluate, plan and execute user surveys and collection via social
and email channels for data intelligence
WHAT IS APP STORE OPTIMIZATION (ASO)?
App Store Optimization (also known as Mobile SEO) the ongoing process of designing, optimizing and
measuring updates to app store marketing assets in order to increase visibility and drive downloads. An
app’s keywords, icon, screenshots and user reviews are all part of an app store page, and there are ways
to leverage those elements to attract and onboard new users.
Onboarding doesn’t begin when users open the app for the first time —it begins at the app store.
Providing the right mix of app metadata (e.g., name, description and creative assets) helps to reduce
friction during discovery, download and first use.
STRATEGIC EFFORTS WOULD INCLUDE:
o Enhanced Store Images and Video: First impressions matter. The use of video and screenshot
images have an enormous impact on discovery. Showcasing what the SLO Happenings app has
to offer and the new features can be enhanced beyond a simple screenshot, and illustrated
through featured images with overlaid text that incorporates catchy, digestible content.
o Categorize SLO Happenings for Discoverability: In addition to keywords optimization, we
would review the primary and secondary categories on both device stores for best search
results. This strategy will take into account where we be most competitive as well as where we
can organically attract the most relevant users.
o Leverage Organic Reviews and Positive Feedback:Potential users often rely on app ratings
and reviews to decide whether to try the app and repeated use. We would take actions to
encourage maximum reviews acquisition, monitoring and timely feedback response for a
maximum user experience.
WHAT IS USER ACQUISIONS (UA)?
User Acquisition (UA) is the overall process of acquiring new users for your app. Reaching and engaging potential users,
and convincing them to download your app is imperative for long-term success. When we build an app store presence
that people can’t ignore, the next step is to draw users to the app. That’s where UA tactics come into play. Various
cadences of outreach, media, optimization and data monitoring are all part of today’s UA toolkit.
STRATEGIC EFFORTS WILL INCLUDE:
Paid:
o Social Ads –Desktop, Mobile, Video
Owned:
o Content and Contest Marketing
o Social Media Curation and Posts –Branded and Unbranded
o ASO on App Store Pages
Earned:
o Public Relations (SLO Chamber)
o Word-of-Mouth / Influencer Marketing
o Social and App Reviews
APP REVIEWS MANAGEMENT: IMPACTING VISABILITY
The opinions of other users do play a major role in people’s decisions,
whether the opinions are about restaurants, plumbers, or apps. With
respect to apps, reviews affect how visible the app will be in store search
results and how likely they will be featured on the app store. This
strategy is essential for app growth and viability.
STRATEGIC EFFORTS WILL INCLUDE:
o Evaluate, research, plan and execute best practices in the use of
review plugin, unique messaging, user experience and pop -up timing
optimization.
o Track the rankings and reviews to see how users respond to app, as
well as new updates and features. Additional opportunity is to mine
this feedback for insights.
o Provide monitoring, responsive customer service and in-app support
and feedback (leverage in app tool e.g. HelpShift ).
o To improve the likelihood of receiving a positive reviews, we will
request feedback when a user is having a great moment with the app.
USER FEEDBACK AND ANALYSIS
Survey data can be tracked over time and integrated with marketing efforts
and data from various sources, including social media. Leveraging surveys to
collect this information can give valuable insights into areas such as target
markets, app feedback, user responsiveness and loyalty, understanding buying
habits and brand awareness (to name just a few).
STRATEGIC EFFORTS WILL INCLUDE:
o Evaluate, plan and execute user surveys and collection via social and email
channels for data intelligence
o Determine survey goals and formulate targeted questions regarding app
usage and/or other datapoints(s)
o Promote the survey via varied platforms: social channels, and survey
programs (e.g. SurveyMonkey or Google Forms).
o Provide reporting on data collection and assessment
STRATEGIC EFFORTS WILL INCLUDE:
SOCIAL CHANNEL BRANDING, DEVELOPMENT & MANAGEMENT
o Provide expert-level management and best practices design and content and events curation on SLO
Happening’s social platforms -driving traffic to the app and landing pages.
o Develop and post SLO Happenings-branded creative and messaging. Conduct relevant updates as
required (upload links, photos, brand images and videos) on the social channels.
o Conduct regular updated (upload links, photos, brand images and videos) on approved social
channels.
CONTENT CURATION
o Curate and syndicate relevant social content including posts, links, photos and videos with hashtags
and other social tagging.
o Connect with the SLO community with enticing, interesting and relevant content and images. Showcase
trending topics that fuel engagement.
o Connect to SLO promoters, GIA and non-GIA event planners, partners and influential channels, fans,
and followers by consistently leveraging local and regional relationships, cross-posting, and tagging.
o Maintain regular communications with Molly / SLO City for assets, promotions, content updates and
reports on upcoming events Recommend actionable best practices to best leverage and amplify on all
social channels.
o Working together, we will recommend actionable best practices and key social media design
adjustments to best leverage and amplify all social channels.
o We will continue our integrated and SLO-targeted ad campaigns on
social channels to reinforce the promotional marketing efforts, channel
engagement, and app downloads.
o Digital ads accelerate marketing reach, campaign visibility and
effective engagement --ultimately maximizing the SLO Happenings
app downloads and increasing usage.
o Leverage the low PPC cost of digital advertising (Facebook and
Instagram, desktop and mobile) utilizing the vast targeting options
which effectively market the app to our target SLO audience.
o The combination of the promotional video and immersive, virtual 360°
content with advertising support is the most effective strategy in
achieving great results with minimal cost.
STRATEGIC EFFORTS WILL INCLUDE:
o Continue direct outreach to Event Managers and Promoters
o Develop and launch social ads and posts targeting event promoters
and page admins.
o Curate and post events from local online and news calendars for cross-
promotion.
o Develop and share ongoing Series of Tips for App Users and Event
Producers
o Connect with GIA recipients for cross-promotion via newsfeed contesting
(e.g. SLO Little Theatre #TicketTuesday)
o Reach out and leverage the social communities and influencers of the
event promoters to encourage downloads.
STRATEGIC EFFORTS WILL INCLUDE:
STRATEGIC EFFORTS WILL INCLUDE:
o SLO Happenings CMS Event Review and Approvals
o Event Promoter Communications and Support
o Image Optimization (if required)
Below is our recommended budget allocation for planning, account management, app
management, advertising services and other deliverables as outlined above.
•Strategic Marketing and Promotional Planning and Tactical Scope $2,500 fee waived
•Agency Account Management / Supervision and Reports Execution $4,800 ($400/mo.)
•Promotional Marketing and Management $14,400 ($1,200/mo.)
Includes: Management, Media Planning/Advertising, Social and Ad Content Creation, App Store Optimization, User Acquisition and Reviews, Surveys and Data Collection
•Creative and Content Branded Design and Execution $1,200 ($100/mo.)
Includes:Branded Posts,Advertising,Design/Development of 12 Branded Timeline Contests
•Media Budget –Social -Facebook and Instagram $3,600 ($300 /mo.)
•CMS / Application Monitoring and Support $3,600 ($300 /mo.)
•Event and Facebook Curation and Entry (avg. 70 events/mo.)$2,400 ($200/mo.)
_________
TOTAL:$30,000
THANK YOU!
Organization Event(s)Event Dates
Special
Meeting
# of Prior Yrs
Granted
2017-18
Request
2017-18 Funding
Reccomendation
Comments & Funding
Requirements
Associated Quilt Guilds of
the Central Coast (AQGCC)
Seven Sisters Quilt
Show June 23 & 24, 2018 YES 4 $7,500.00 $4,300.00
starting ST - toward overall media
plan
Cal Poly Corporation (for
Cal Poly Arts)
Cal Poly Arts
"Masters of
American Music"
Series (2017-
2018)
September 22, 2017;
January 16, 2018;
February 26, 2018; + 2
additional dates TBD YES 3 $12,000.00 $10,000.00
$2k per show - toward media
plan
Canzona Women's
Ensemble
Canzona Women's
Ensemble Concerts
November 5, 2017,
March 4, 2018 YES 4 $4,785.00 $3,925.00
starting ST - not to be used for
constant contact service, to be
used toward media plan
Central Coast Shakespeare
Festival
Shakespeare
Under the Stars
July 13, 2017 - August 6,
2017 YES 2 prior to 2008 $9,570.00 $8,000.00
toward media plan - no funding
for consultant services
Cuesta College Foundation
Friends of the
CPAC 7th Annual
Gala November 12, 2017 YES 1 $5,000.00 $5,000.00 fully funded - media plan
Foundation for San Luis
Obispo County Public
Libraries
Library
Foundation Book
& Author Series
(2017-2018)
September 30, 2017;
April 15, 2018; TBD YES 3 $12,000.00 $6,000.00 towards media plan
History Revisted
Central Coast
Renaissance
Festival July 15-16, 2017 YES na $8,000.00 $8,000.00 fully funded - media plan
Opera San Luis Obispo
Madama Butterfly:
A Citywide Arts
Collaboration October 14-15, 2017 YES 6 $12,000.00 $4,000.00 2nd yr ST- toward media plan
Orchestra Novo
Labor Day
Weekend Pops
Concert September 3, 2017 YES 0 $6,549.00 $4,000.00 toward media plan
Performing Arts Center, San
Luis Obispo
Family Day at the
PAC April 14, 2018 YES 1 $5,000.00 $3,000.00 toward the media plan
Saint Andrew Greek
Orthodox Church
An Evening in
Greece October 21, 2017 NO 3 $4,500.00 $0.00
Saint Andrew Greek
Orthodox Church
San Luis Greek
Festival June 2nd - 3rd, 2018 NO 0 $4,500.00 $0.00
San Luis Obispo Classical
Academy
An Evening of
Story with Jim
Wiess January 12, 2018 YES 1 $6,500.00 $6,000.00 toward media plan
San Luis Obispo Little
Theatre
Introducing the
San Luis Obispo
Repertory Theatre
July 1, 2017 - June 30,
2018 YES 6 $12,000.00 $7,000.00 toward media plan
San Luis Obispo Railroad
Museum
Central Coast
Railroad Festival
and Elf Express
October 7-15, 2017;
December 2, 2017 YES 5 $7,500.00 $5,000.00 2nd year ST- toward media
San Luis Obispo Soccer Club
SLO Summer
Classic - Girls
Edition August 4-6, 2017 YES 5 $4,000.00 $2,000.00
for media plan - combine the
adverstying for both Aug tourn
into one
San Luis Obispo Soccer Club
SLO Summer
Classic - Boys
Edition August 11-13, 2017 YES 0 $4,000.00 $0.00
San Luis Obispo Soccer Club
SLO Junior's
Classic April 6-8, 2018 YES 0 $4,000.00 $2,000.00 toward media plan
San Luis Obispo Symphony
New Year's Eve
Celebration and
Concert December 31, 2017 NO 5 $10,000.00 $0.00 did not attend meeting
San Luis Obispo Vocal Arts
Ensemble 2017-2018 Season
December 2017, April
2018, June 2018 YES 5 $3,500.00 $3,500.00
1st year ST- full funding toward
media plan; reduced ask based on
model on own
SLO Downtown Association
42nd Annual
Holiday Parade December 1, 2017 YES 2 $6,473.00 $2,500.00 toward media plan
SLO Downtown Association
Santa's House
(25th
Anniversary!)
Friday, November 24th -
Sunday, December 24th
2017 YES 1 $4,935.00 $4,000.00 anniverasy year
SLO Downtown Association
22nd Annual
Concerts in the
Plaza
Fridays, June 9th -
September 8th, 2017 YES 2 $7,991.00 $2,500.00 toward media plan
The Monday Clubhouse
Conservancy
Becoming Julia
Morgan October 6-8, 2017 YES 0 $7,500.00 $1,500.00
media plan ($1000) & programs
only ($500)
United Way & Rotaract
Flavors of SLO
2018 May 5-6, 2018 YES 3 $10,000.00 $7,775.00
10 yr anni, no godaddy, no thank
you ad
$179,803.00 $100,000.00
Dear Interested Organization:
The City of San Luis Obispo's Community Promotions Program comprised of the Tourism Business Improvement
District (TBID) and the Promotional Coordinating Committee (PCC), under direction of the City Council, recognizes
that cultural, social and recreational events make significant contributions to the overall quality of life in and visitor
attraction to the City of San Luis Obispo. Accordingly, the City maintains a local special event sponsorship program,
referred to as the Events Promotion through this application process, to assist in the development and promotion
of such activities within our community.
The purpose of the Event Promotion sponsorship is to develop a year‐round diverse calendar of destination events
in the City of San Luis Obispo. The City is seeking new destination events that showcase the attributes of our City to
significantly attract tourists to our destination and enhance the experience for the local community, or existing
destination events that are developing new features to their program. Events applying should maintain the
intention to keep the event located in the City of San Luis Obispo even after the sponsorship support has been
termed out.
To be considered for local special event sponsorship funding, events must have clearly stated goals, and the event
producer must be able to demonstrate that their financial management practices are sound and insure
accountability. The City is unlikely to fund new projects which duplicate or conflict with existing programs, services,
or events. Project collaboration among organizations is encouraged.
Sponsorship funding is subject to budget constraints. Based on the limited amount of funding available, applications
will be reviewed in consideration of all application submissions, and the submission of a complete application does
not guarantee funding. This application process does not limit the TBID or PCC from directly funding special events
outside of this application process.
The application must be submitted in the following manner:
A. One digital copy sent to lkuehl@slocity.org.
B. Eight sets (8) of the application (typed, clipped, and 3‐hole punched).
C. One copy of:
your event’s previous year financial statement or budget details for a start‐up event
a listing of all officers and/or staff
tax exempt certification/ or business license in the City of SLO (City of SLO business license must be
obtained if funds are awarded)
signed statement of limitations and payment disbursement (Attachment 4)
PLEASE DO NOT SUBMIT OTHER SUPPLEMENTAL MATERIALS WITH THE APPLICATION OR BIND/STAPLE YOUR
APPLICATION MATERIALS.
It is important that your application provide all the requested information. Clear, concise and original applications
are best. Your original application should be hand delivered or mailed to:
Community Promotions Program‐ Events Subcommittee
Attn: Tourism Coordinator
City of San Luis Obispo Administration
990 Palm Street
San Luis Obispo, CA 93401
Events Promotion Program Timeline
Please note the following dates:
1. July 5, 2017 ‐ Application information available on the City’s website.
2. July 13, 2017 at 11:00am Special Meeting of the Events Promotion Subcommittee ‐ An informational
workshop will be held at City Hall, 990 Palm Street, to answer questions regarding the special event
sponsorship process.
3. August 11, 2017 ‐ Completed applications will be due to the City Administration Office by 5:00 p.m. LATE
OR INCOMPLETE APPLICATIONS WILL NOT BE ACCEPTED.
4. Week of August 21 – August 25 ‐ Events will be required to participate in a question and answer session
with the subcommittee members. (Applicants will be notified of this meeting by email).
5. September 13, 2017 ‐ Recommendations from the subcommittee will be made to PCC/TBID Boards during
regular committee meetings.
6. October 2017 ‐ Grant contracting with organizations. Grants available to approved organizations when fully
executed agreements are returned.
If you have any questions, please contact Liesel Kuehl at 781‐7152 or lkuehl@slocity.org.
COMMUNITY PROMOTIONS PROGRAM
SPECIAL EVENT SPONSORSHIP APPLICATION ASSESSMENT CRITERIA
Applications submitted to the TBID/PCC will be evaluated both in terms of the applicant and the event proposal
using the following criteria:
APPLICANT CRITERIA
1. Applicant organization must have a clearly stated purpose and function and be responsible for the planning
and provision of a cultural, social or recreational program/event.
2. Applicant must demonstrate that it has the managerial and fiscal competence to complete the proposed
project. Repeat applicants must have a successful history of using prior sponsorship funds, as evidenced by
a completed and accepted Final Report.
4. The organization must give evidence that it has examined and weighed the financial ability of the target
population to support its program or event.
5. The organization must extend its program to the general public and may not exclude anyone by reason of
race, religion, sex, national origin, sexual orientation, age, physical, mental or economic status.
6. The applicant organization must comply with the final report evaluation process as requested by the Events
Subcommittee. Final report must be received within 60 days of the conclusion of the event unless
otherwise approved in writing by the Tourism Coordinator.
7. Applicant does not need to maintain non‐profit status for sponsorship consideration.
8. Events who have received funding through the PCC’s grants‐in‐aid (GIA) program for the current event
year, will not be eligible for additional event sponsorship funds through this application.
SPONSORSHIP CRITERIA & GUIDELINES
1. Priority will be given to organizations requesting “seed money” for new destination events or to enter new
promotional markets outside of San Luis Obispo.
2. Priority will be given to events that take place in the City of San Luis Obispo or events of special benefit to
the City of San Luis Obispo.
3. Event sponsorship requests must meet both of the purposes below:
Of tourism promotion advantage to the City of San Luis Obispo and;
Of cultural, social, and/or recreational benefit to the residents of the City of San Luis Obispo.
4. Priority may be given to events that take place in “non‐peak” tourism months (October through March)
with the goal of bringing people to San Luis Obispo.
5. Priority will be given to requests pertaining to marketing and promotional efforts for the event in order
to drive visitors and tourists to the City of San Luis Obispo.
6. Organization must disclose other requests for City support that are being pursued (i.e support from Parks &
Rec, Public Works, etc).
7. Organization must state co‐opportunities or other tourism sponsors that are actively pursued.
8. Demonstrated financial need is considered, although events with potentially greater promotional
benefit to the City of San Luis Obispo will be given higher consideration.
The following tiered structure provides guidelines that will be used to establish the consideration of the event
support.
Category One:
An existing event in pursuit of expanding current marketing outreach to draw in new attendees from
outside San Luis Obispo County and bring tourists to the City of San Luis Obispo. The organization
effectively brings tourists from outside San Luis Obispo County to the City of San Luis Obispo. The
organization agrees to at minimum: incorporate the City’s tourism logo, tourism website, and lodging
phone number on all marketing material and event website; the event must encourage overnight stays
with the City’s lodging partners; the organization must include City of San Luis Obispo visitor and tourism
information in its mailings and marketing outreach; event will provide tickets for participation/promotion.
Category Two:
An existing event offering “new” event components, features, or experiences. Events that are expanding
their event offerings in addition to marketing reach beyond San Luis Obispo County. The organization
effectively brings tourists from outside San Luis Obispo County to the City of San Luis Obispo. The
organization agrees to at minimum: incorporate the City’s tourism logo, tourism website, and lodging
phone number on all marketing material and event website; the event must encourage overnight stays
with the City’s lodging partners; the organization must include City of San Luis Obispo visitor and tourism
information in its mailings and marketing outreach; if appropriate provide City promotional space (booth)
at the event; event will provide tickets for participation/promotion.
Category Three:
A new destination event applying for seed money to fund the event startup. This is a brand new event that
is looking for significant sponsorship to support the initial launch of the event. The event will effectively
bring tourists from outside San Luis Obispo County to the City of San Luis Obispo. The organization agrees
to at minimum: incorporate the City’s tourism logo, tourism website, and lodging phone number on all
marketing material and event website; the organization must include City of San Luis Obispo visitor and
tourism information in its mailings and marketing outreach; if appropriate provide City promotional space
(booth) at the event; event will provide tickets for participation/promotion. The event will also exclusively
promote the City’s lodging partners as the “place to stay”.
Sustainable Funding Process
The Sustainable Funding process allows an organization to receive up to three years of sponsorship funding.
Repeat recipients can anticipate a reduction in sponsorship funding. After the initial year of funding, repeat
recipient awards are typically reduced by one third each year for a total of three years of funding or as budgets
allow. This rule has been established to assure the Community Promotions Program will have the opportunity
to foster new events for the City of San Luis Obispo and encourage event organizers to become self‐sustaining
by cultivating new community partners and securing ongoing diverse funding options. The TBID and PCC
request that in applying for sponsorship funds, the event has the intention to keep the event located in the City
of San Luis Obispo once the three‐year sustainable funding model has been exhausted. Adherence to this
process is at the discretion of the TBID and PCC committees.
EVENT SPONSORSHIP APPLICATION FORM
DATE(S) OF EVENT: __________________________________________________
NAME OF EVENT: ____________________________________________________
EVENT LOCATION: ___________________________________________________
NAME OF ORGANIZATION:
ADDRESS OF ORGANIZATION:
_______________________________________________________________________________
WEBSITE URL: ________________________________________________________________
NAME OF CONTACT PERSON:
TELEPHONE NUMBER:
E‐MAIL ADDRESS:
TOTAL AMOUNT REQUESTED:
PURPOSE OF SPONSORSHIP REQUEST (check all that apply):
In‐County Event Advertising/ Promotion
Out‐of‐County Event Advertising/ Promotion
Event Logistics
Event Production
Event Staff Compensation
Other: ___________________________________________________________________
Please select the category that best represents your funding request:
Category One: An existing event in pursuit of expanding current marketing outreach to draw in new
attendees from outside San Luis Obispo County and bring tourists to the City of San Luis Obispo.
Category Two: An existing event offering “new” event components, features, or experiences.
Category Three: A new destination event applying for seed money to fund the event startup.
Please complete the entire application, answering all requests for information.
1. Provide a brief description of your organization and its cause.
2. Provide a brief description of your event.
3. Provide a brief description of how/what the requested funds will be used?
4. Will your event be taking place within the City of San Luis Obispo?
Yes ___ No ____
Venue Name:
Venue Location:
5. Has a City permit been issued for your event or have contracted the venue for your event date?
Yes ___ No ____
Note: For use of City facilities, venues, or services, applications must be received no later than 90
days in advance and can be accepted up to 1 year in advance. The application form can be found on
the slocity.org. Application and fees are payable to the City of San Luis Obispo and can be submitted
directly to the Parks and Recreation Department located at 1341 Nipomo Street, San Luis Obispo, CA
93401. Event applicants shall be responsible for securing a separate Special Event Permit with the
City.
6. If you are a for‐profit organization, do you give a percentage of your income from this event to a
charity? Yes ___ No ____
If yes, please complete the following questions:
Is the charity local or national? Local _____ National _____
Name of the Charity/ies): ___________________________
How does the charity benefit for your donation? Cash ______ In‐Kind_______
Explain:
How do you select the charity?
7. Is this a first year the event will take place? Yes ___ No ____
If yes, skip to question number 13
8. If not, how many years has it taken place?
9. Where has it taken place previously?
10. How is this year’s event different this year from prior years?
11. Historical Attendance:
12. Historical percentage breakdown of in‐county vs. out‐of‐county attendees:
13. What is the return on investment trend for your event?
14. Expected Event Attendance:
15. Expected percentage of in‐county vs. out‐of‐county attendees:
____________ in‐county attendees
____________ out‐of‐county attendees
16. Who is your target audience?
17. Where is your primary and secondary geographic target market?
Primary _____________________ Secondary ______________________
18. Do you sell tickets or is it a free event? Tickets____ Free____
If tickets are required, please provide the price range.
19. Have you requested funding from other organizations/entities? Yes ___ No ___
If yes, please provide the names of these organizations and funding entities.
20. When are the funds needed for the event?
21. What is the overall budget for the event?
22. What are you willing to offer the City and TBID members in exchange for the sponsorship funds
for your event? (Ex. Exclusive lodging partnership, discounted tickets for lodging packages,
complimentary tickets for promotional use, etc)
23. Is it your intention to keep the event located in San Luis Obispo once City sponsorship funding is
exhausted?
Yes ___ No ___
24. What is the anticipated longevity of the event to take place in the City of San Luis Obispo?
Event Worksheets
The worksheets below are simplified examples of what information we are looking to review.
Please use a separate sheet if more space is needed.
Line Item Funding Request: Indicate total amount requested from the City of San Luis Obispo, including a
prioritized list of individual line items making up the total.
Event Component Amount
Total $
Line Item Event Budget: Provide a detailed budget for the complete event, listing all available support
and income sources.
Source Amount
TOTAL $
Detailed Media Plan: Provide a detailed Media Plan including traditional and online media.
Media Outlet Type & Frequency Cost of advertising
Example:
LA Times Online Banners / 1,000 impressions $ XXXXX
The Tribune ½ page ads / 3 times $ XXXXX
Crowd control plan: Provide your crowd control and safety plan (parades or large special events only).
Please provide any additional information you would like to share.
Be sure to include all supplemental materials as requested. Thank you.
Return Application to:
Community Promotions Program – Events Subcommittee
Attn: Tourism Coordinator
City of San Luis Obispo Administration
990 Palm Street
San Luis Obispo, CA 93401
Post‐Event Final Report Guidelines
Organization: ___________________________________________
Event Dates: ___________________
** Final report must be received within 60 days of the conclusion of the event unless otherwise approved
in writing by the Tourism Coordinator.
The report must include the following:
Administrator’s Report: A brief synopsis of the event. Please include a statement describing
activities, services, or programs provided, and any changes that have occurred during the reporting
period.
Statistical Survey: Include the number of participants in the event. Survey should also include, to
the best of your ability, the demographic make‐up of participants, i.e., residents, non‐residents, and
age groups (youth, teens, adults or senior citizens), and the source the data is based on. This section
should also include the return‐on‐investment details from the event for the City of San Luis Obispo
and TBID members.
Financial Report: A financial statement that details how the Events Promotion sponsorship funds
have been expended.
Recognition: Provide proof of your organization’s acknowledgement of the City’s support in
promotional materials used for the event and how City Tourism message was integrated into the
overall event campaign. Please submit reports that illustrate how the event generated leads and
traffic.
COMMUNITY PROMOTIONS PROGRAM
STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT
Please read the following document and sign to indicate that you have read and understand it.
Limitations:
This application does not commit the sponsor to award sponsorship or to pay any costs incurred in the
preparation of this application or to procure or contract for services or supplies. The City reserves the right
to accept or reject any or all applications received, to fund on a line item basis, to negotiate with all qualified
applicants, or to cancel in part or in its entirety this program, if it is in the best interest of the City to do so.
Payment of Funds:
All duties, obligations, and disbursements of funds are shall be governed by the provisions of the agreement
between the City and the applicant receiving funds.
An applicant that is awarded funds shall enter into a contractual agreement with the City of San Luis
Obispo for stated program during the current grant period.
The payment schedule will be stated in the contractual agreement.
The contracting agency will agree to provide reports in such form and detail as may be required by the
City and the TBID/PCC to monitor contract performance prior to payment for programs.
The contracting agency will provide the City with an annual audit by an independent auditor to be
approved by the City, if the City should so request.
Should the funds not be used in the manner specified within the contract, the organization will be
required to return the funds to the City of San Luis Obispo,
(Sample copies of standard City contract forms can be provided by the Tourism Coordinator upon request.)
I, , (printed or typed name of authorized applicant organization representative),
have read the above statement and fully understand its contents and implications. I further attest that all
the information contained in this application is accurate to the best of my knowledge.
Signature Date
Title
Applicant Organization
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 12, 2017 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, April 12, 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, April 12, 2017 at 10:02 a.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Wilkins.
ROLL CALL
Present: Board Members Clint Pearce, LeBren Young-Harris, Kimberly Walker, and Chair
Matthew Wilkins
Absent: Board Member Pragna Patel-Mueller and Vice-Chair Nipool Patel
Staff: Tourism Manager Molly Cano, Tourism Coordinator Liesel Kuehl, and Recording
Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
OATH OF OFFICE
Board Members LeBren Young-Harris and Kimberly Walker were sworn in by Recording
Secretary, Kevin Christian.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER
HARRIS, CARRIED (4-0), to approve the Consent Calendar Items C1 through C6.
C1. Minutes of regular meeting on Wednesday, March 8, 2017
C2. Smith Travel Report
C3. Chamber Public Relations Report
C4. BCA + Matchfire Marketing Report
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 12, 2017 Page 2
C5. Chamber Visitor Center Report
C6. Transit Occupancy Tax (TOT) Report
PRESENTATIONS
1. Book Presentation
Gareth Kelly, author of “100 Things To Do In San Luis Obispo County Before You
Die” introduced himself, reviewed his background, and presented the book information
to the Board.
Tourism Manger Cano noted that copies of this book will be given to participants of the
inaugural SLO/Seattle flight on 4/13/17.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. Marketing Agency Quarterly Report
Representatives from BCA + MatchFire presented their marketing activities for the past
quarter for the SLO TBID. Current promotions, promotional metrics, and newsletter
items were reviewed. It was noted that theater advertising is being tested in the San
Diego and San Francisco areas. A 31% year over year increase of awarded Rainy Day
promotions was reported, noting that the highest category for how people heard about
the promotion was via newspaper advertisement.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 12, 2017 Page 3
3. 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 the
public relations activities report for the past quarter. Following a brief review of their
contract scope, service metrics were reviewed, noting that the Rainy Day promotion
drove much of the traffic they received during the past quarter. Public relations
highlights included San Luis Obispo being rated the seventh healthiest City to eat in by
Spoon University.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
BUSINESS ITEMS
1. Cal Poly Athletics Partnership Proposal
Mustangs Sports Properties Matt Mendez, General Manager, and Katie Conroy,
Business Development Manager presented their strategic partnership proposal with Cal
Poly Athletics. A review of the current TBID exclusive sponsorship was presented. The
following new partnership items will be offered at no additional charge; PA reads at
away games; branding on the visiting team guide; visiting team survey data; social
media enhancements; and baseball field banner placement.
Mr. Mendez responded to Board questions concerning the exclusivity of hotel
promotion, and desires for television marketing opportunities. The Board directed staff
to pursue exclusivity on hotel promotion in the upcoming contract.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 12, 2017 Page 4
2. 2017-19 Budget Discussion
Board Member Pearce was recused from any conversation regarding the Chamber of
Commerce contract on this agenda item.
Tourism Manager Cano reported the initial 2017-19 budget allocation
recommendations from the Management Committee, reviewed roll-over funding
amounts, funding requests initially received, and noted that it is expected to be a non-
growth budget cycle.
The Management Committee will present a finalized budget allocation recommendation
to the Board at the next meeting.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
3. Final Review of Committee Bylaws
No further discussion was conducted on this item.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER
WALKER, CARRIED (4-0), to recommend the TBID bylaws remain as is with no change.
4. Property Liaison Assignments
The Board reviewed the revised property liaison assignments presented during the
meeting (Attachment A).
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 12, 2017 Page 5
5. Seattle Flight Launch Promotion
Staff reviewed the marketing roll-out plan for the Alaska Air, SLO to Seattle inaugural
flight on April 13, 2017. It was reported that Visit SLOCAL dropped their marketing
funding for the event, therefore the Management sub-Committee recommended
providing $2,000 funding for staffing, along with providing 100 of the Rainy Day
Promotion gift cards.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER
HARRIS, CARRIED (4-0), to allocate $2,000 from the Tradeshow and Marketing budget to fund
staffing for this event.
TBID LIAISON REPORTS &COMMUNICATIONS
1. HOTELIER UPDATE
Board Member Walker noted that the Granada Hotel reservation system has been
hacked by “ransomware” and recommended spreading the word to other area hotels.
2. MANAGEMENT COMMITTEE UPDATE
Tourism Manager Cano reviewed the Minutes of the April 4, 2017 meeting,
highlighting work done on the strategic plan initiative.
3. MARKETING COMMITTEE UPDATE
Tourism Manager Cano reviewed the Minutes of the March 2, 2017 and March 23,
2017 meetings, noting tradeshow updates, hotel page input, the marketing plan
approach, and initial discussion on event funding.
4. PCC UPDATE
Chair Wilkins reported on the PCC strategic plan and announced the upcoming Grants
In Aid (GIA) award process has begun.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 12, 2017 Page 6
5. VISIT SLOCAL UPDATE
Tourism Manager Cano and Board Member Pearce reported that the Visit SLOCAL
Tourism Exchange meeting will be held on May 11; reviewed current board vacancies;
reviewed discussions on the Hwy. 1 closure impact; reported on SAVOR On-the-Road
branding; and noted that the Conference Center demand analysis focus was on need
rather than specific location.
6. TOURISM PROGRAM UPDATE
Tourism Manager Cano reviewed the following:
- The TBID has an open seat due to the resignation of Amy Swink, and that
recruitment is currently open, with one application received.
- The Central Coast Tourism Council (CCTC) retreat is scheduled for April 27-28 in
Santa Barbara.
- The new Central Coast Tourism map is being printed, with distribution projected
for the beginning of May.
- Staff will be attending the Visit California May 31st meeting.
- The May 16th AMGEN Tour of California race road closures and downtown block-
party.
- Road closures for the SLO Marathon on April 29-30.
- Upcoming management sub-committee meeting will be held on April 25.
- Upcoming marketing sub-committee meeting will be held on May 2.
ADJOURNMENT
The meeting was adjourned at 11:54 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, May 10, 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
Attachment A
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 12, 2017 Page 7
2016-17 Board
Liason Property Name
Clint Budget Inn
Clint Homestead Motel
Clint Los Padres Motel
Clint Madonna Inn Inc
Clint San Luis Obispo Travelodge
Clint Villa San Luis Motel
TBD Apple Farm
TBD Economy Motel
TBD Holiday Inn Express
TBD La Cuesta Inn Llc
TBD Super 8 Motel
TBD Petit Soleil
Kimberly Avenue Inn
Kimberly Granada Hotel & Bistro
Kimberly Hostel Obispo
Kimberly San Luis Creek Lodge
Kimberly Sunbeam Motel
LeBren Motel 6 #1373
LeBren Motel 6 #138
LeBren Rose Garden Inn
LeBren Embassy Suites Hotel
LeBren Courtyard By Marriott
LeBren Hampton Inn & Suites
Matt Inn at San Luis Obispo
Matt SLO Brew Lofts
Matt Sands Inn & Suites
Matt Vagabond Inn
Matt The Butler Hotel
Nipool America's Best Value Inn
Nipool Lamplighter
Nipool Quality Suites San Luis Obispo
Nipool Ramada Olive Tree Inn
Nipool San Luis Inn & Suites
Pragna Lexington Inn
Pragna Royal Oak Motor Hotel
Pragna
Garden Street Inn Bed &
Breakfast
Pragna Heritage Inn
Pragna Peach Tree Inn