HomeMy WebLinkAbout04-12-17 - PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, April 12, 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.
APPOINTMENT - OATH OF OFFICE
Diana Cozzi and Zoya Dixon, appointed by the City Council on March 21, 2017, will take the oath of office to
serve on the Promotional Coordinating Committee.
CONSENT ITEMS
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 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. BOOK PRESENTATION 5 mins
Gareth Kelly, author of “100 Things to do in San Luis Obispo County before you Die ” will present the
book information to the committee.
2. SLO CHAMBER OF COMMERCE QUARTERLY UPDATE 15 mins
Representatives from the SLO Chamber of Commerce will present the quarterly report for their contracts
with the PCC.
3. SLO HAPPENINGS PROGRAM QUARTERLY PROMOTIONS UPDATE 10 mins
Representatives from Solve will present the quarterly promotions activity report for the SLO Happenings
program.
4. SLO HAPPENINGS PROGRAM TECHNOLOGY QUARTERLY UPDATE 5 mins
Representatives from GFL will present the quarterly activity report for the technology developments with
the SLO Happenings program.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to three minutes of
public testimony.
1. SLO LITTLE THEATRE BEATIFICATION FUNDING REQUEST 15 mins
Representatives from the SLO Little Theatre will present a funding request for beautification and branding
project for the theater.
2. PROMOTIONAL COORDINATING COMMITTEE STRATEGIC PLAN 5 mins
The committee will have a final review of the PCC Strategic Planning Report for the committee’s review
and adoption.
3. FINAL REVIEW OF COMMITTEE BYLAWS 5 mins
The committee will review amendments discussed during the February meeting to the bylaws for the
Promotional Coordinating Committee for approval to be submitted to the City Council.
4. SAN LUIS OBISPO CHAMBER OF COMMERCE PARTNERSHIP CONSIDERATION 10 mins
Representatives from the Chamber of Commerce will present the expanded options related to funding
single vs. multi-year contract commitments for the consideration of the committee.
5. INITIAL BUDGET ALLOCATIONS 30 mins
Staff will update the committee on the anticipated 2017-18 program budget. The committee will determine
the initial recommended budget allocations for the 2017-18 Community Promotions budget.
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: March 8, 2017
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on April 7, 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, March 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, March 8, 2017 at 5:37 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, Sasha Palazzo (5:46), Matthew
Wilkins, and Vice-Chair Jill LeMieux.
Absent: Deborah Lewis, (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 WILKINS, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED (4-0) to approve the Consent Agenda items C1 to C10.
C.1 Minutes of the Meeting on February 8, 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 March 8, 2017 Page 2
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 of Commerce Monthly Report
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, presented the public relations activities report for the past month.
Highlighted items included travel articles with the LA Times featuring San Luis
Obispo, and the Visit California “Kidifornia” website page featuring the Madonna Inn.
BUSINESS ITEMS
1. Promotional Coordinating Committee (PCC) Strategic Plan
BethMarie Ward from Regenerate Group presented the PCC Strategic Plan for the
committee’s review and adoption. The four Strategic Plan workshops were reviewed.
Work load, timeline, and suggestions for follow-up prioritization and planning were
discussed.
The Committee discussed that they would provide feedback to staff by the end of
March for possible changes to the plan. The final plan will be presented to the
Committee at the next regular meeting of the PCC.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. San Luis Obispo Chamber of Commerce Partnership Consideration
Vice Chair Lemieux recused herself for this presentation.
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, and Dusty Colyer-Worth, Visitor Center Manager, presented the
services that their current contract contains, their overall service statistics for the
current contract year, and a summary of projected operating costs for the upcoming
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 8, 2017 Page 3
year. A two-year contract for Public Relations and one-year contract for Guest Services
was proposed.
Ms. Kern responded to Committee questions and Staff Cano reviewed the timeline for
setting the budget.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
3. 2017-19 Financial Plan Update
Tourism Manager Cano updated the committee on the City’s 2017-19 financial plan
budget, specifically noting the activation of the City’s Fiscal Health Contingency Plan.
A brief presentation on what the impacts of this may be was presented.
Responding to Committee questions, Tourism Manager Cano reviewed the
Committee’s overall budgeting timeline.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 8, 2017 Page 4
4. Election of Chair & Vice Chair
The Committee discussed the responsibilities of the Chair and Vice Chair positions and
the need for alternative committee members to hold office.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE
MEMBER LOOSLEY, CARRIED (5-0) to elect Committee Member Levi as Chair for the term
of April 2017 to March 2018.
ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE
MEMBER LEVI, CARRIED (5-0) to elect Committee Member Loosley as Vice Chair for the
term of April 2017 to March 2018.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA Update
No additional report at this time.
2. TBID Board Report
Committee Member Wilkins reviewed the March 8, 2017 meeting, noting that he has
been reappointed as the Chair.
3. Tourism Program Update
Tourism Manager Cano reported on the following Tourism program events:
- Reviewed staff attendance at the Santa Clara, Los Angeles, and San Diego trade
shows, as well as the Visit California Outlook Forum,
- Vice Chair Lemieux reported that she represented the PCC in accepting a
beautification award from the Downtown Association for the City Wayfinding signs.
- Reminded the Committee that GIA applications are due March 17th.
ADJOURNMENT
The meeting was adjourned at 7:11 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, April 12, 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 4/6/2017
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$ 19,947$ 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$ 3,881$ City Administration
Administration 31,609$ 31,609$ City Administration
Total 409,609$ 312,580$ 8,600$
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2017
Media/Community Relations
1. Coordinated and hosted press trip for Heather Cassell of the Bay Area Reporter.
2. Coordinated and hosted the San Luis Obispo portion of a press trip for Sunday Times
Travel Magazine writer Adam Edwards on assignment writing about a car-free “road
trip” throughout California utilizing Amtrak and public transportation.
3. Worked with the Film Festival to host Max Weinstein’s stay while on assignment with
MovieMaker Magazine.
4. Submitted media pitches for upcoming Visit California media events in San Francisco
and New York City.
5. Began working with SLO W ine to host May FAM trip in San Luis Obispo.
6. Pitched the following ideas to Visit California for the summer 2017 issue of What's New
in California:
a. Mint + Craft
b. Libertine Brewing Company
c. SLO Brew Rock
7. Pitched San Luis Obispo as the perfect place for a girls getaway for spring break to
Christina-Lauren Pollack with Inspirations & Celebrations.
8. Began working with the CCTC to host Lisa Gipson, Managing Editor of San Diego
Family.
9. Submitted photos of Amgen in San Luis Obispo to be featured on the CCTC website.
10. Began working with Shem Hooda on a partnership to feature San Luis Obispo in
upcoming blog posts on Sugar and Stamps.
11. Worked with PHOENIX magazine on their May issue which will feature destinations
throughout California and photos of San Luis Obispo.
12. Pitched the Madonna Inn to Eva Fedderly who is writing a trend piece on an iconic,
woman run hotels for FOX News Channel.
13. Pitched San Luis Obispo, and the SLO Car Free program, as a ‘real green vacation’ to
Christopher Elliott with The Washington Post.
14. Pitched San Luis Obispo as a destinations that is educational for kids, fun for adults to
Bobby Laurie for an upcoming TV show.
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2017
15. Worked with lifestyle bloggers based in Seattle to set up dinner with Molly Cano to
promote the destination, new direct flight and the TBID’s corresponding promotion.
16. Wrote and distributed media release about spring events in San Luis Obispo.
17. 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
March 2017
Media Placements
1. San Luis Obispo travel deals
Allison DaRosa’s monthly travel column in the San Diego Union Tribune opens with San
Luis Obispo’s Rainy Day deal in both the print and online editions.
Circulation: 180,899 | Unique Online Views: 493,796
http://www.sandiegouniontribune.com/lifestyle/travel/sd-tr-travel-deals-20170301-story.html
2. SLO shows visitors how to get happy
Heather Cassell’s article for The Bay Area Reporter about visiting San Luis Obispo and
Paso Robles includes the Film Festival, wine tasting, and downtown San Luis Obispo.
Circulation: 25,415 | Unique Online Views: 54,147
http://ebar.com/news/article.php?sec=news&article=72467
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2017
3. Where to Eat in the 10 Healthiest Cities in America
Spoon University article highlights the ten healthiest cities (based on the Gallup-
Healthways rankings) including San Luis Obispo.
Unique Views: 3,722,325
https://spoonuniversity.com/place/where-to-eat-in-the-healthiest-cities-in-america
4. Epic cross-country train rides Trump wants to shut down
Thrillist features the Coast Starlight as one of the “beautiful and iconic journeys to
experience before it's too late” in an article about proposed budget cuts to long-distance
train travel.
Unique Views: 11,515,501
https://www.thrillist.com/travel/nation/donald-trump-budget-cross-country-amtrak-train-rides-
tickets/travel
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2017
5. Top 10 Farmers Markets
Visit California highlights the San Luis Obispo Thursday night farmers’ market as one of
the best in the state through their email campaign and on their website.
http://www.visitcalifornia.com/feature/10-top-farmers-
markets?utm_source=NEWSL&utm_medium=email&utm_campaign=March+4+Family_3-
23-2017_498819&utm_content=11113651&utm_term=_498819_498827
6. Looking for Adventure? Try San Luis Obispo on for Size.
TravelPulse encourages readers to go to San Luis Obispo to “upgrade your Instagram feed
and get an adrenaline rush,” citing advertorial developed by the TBID and Matador Network.
Unique Views: 707,507
http://www.travelpulse.com/news/destinations/looking-for-adventure-try-san-luis-obispo-on-
for-size.html
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2017
7. San Luis Obispo International Film Festival
Local and regional coverage of the film festival that reinforces the reputation of San Luis
Obispo as a place with high quality arts and cultural events.
KSBY Unique Views: 192,382
http://www.ksby.com/story/34784278/23rd-annual-slo-film-fest-kicks-off-tuesday
Tribune Unique Views: 831,335
http://www.sanluisobispo.com/entertainment/movies-news-reviews/article137528343.html
Grants- in-Aid Marketing Support March 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
March 2017
Visitor Interaction
March
2016
February
2017
March
2017
Walk-ins 4,886 4,955 6,202
Farmers’ Market* n/a n/a n/a
Phone calls 459 412 493
Emails 201 486 478
*estimate without people counter
Visitor Center Highlights
•Continued fulfillment of guest serving portion of the “Rainy Day” promotion.
•Joined City Tourism Manager and team to promote SLO at two out-of-town tradeshows.
•Promoted and distributed materials for SLO Film Fest.
•Enjoyed helping every single visitor that came through our doors.
Demographic Snapshot
International travelers 558
Asia 3%
Africa 0%
Europe 39%
Australia/New Zeeland 5%
United Kingdom 31%
North America 20%
South America 2%
Domestic travelers
(outside of CA.)
496
West 8%
West Coast 31%
East Coast 19%
Southw est 13%
Midw est 22%
South 7%
California travelers 1,364
Northern CA 24%
Southern CA 25%
Central Coast 41%
Central Valley 8%
Desert 2%
Calendar of Events
February
2017
March
2017
Events in calendar 197 102
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: January 1 – 31, 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 excited to begin promoting the new features and expect to see more downloads and usage in the
upcoming months. The page views are still showing usage and activity and on their own are still strong numbers even though they
reflect a dip in usage from last month. The recent rains, political unrest, and a typically slow month, are reflected in the user stats.
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
Number of App Sessions: 1,961 (-1,129 / -57.57%)
Number of Active Users: 526 (-500 / -52.14%)
Number of App Downloads: / New Users: 113 (-208 / -64.80%)
Number of App Page Views: 4,622 (6,178 / -57.20%)
Number of Submission Sessions: 170 (+62 / +57.41%)
Number of Submission Users: 94 (+48 / +104.35%)
Number of Splash Page Link Clicks: 20,087 (+1,707)
Number of Add Event Page Link Clicks: 195 (+1)
Number of Curated Events Entered / Posted: 80
MEDIA / ADVERTISING
Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Budget
Engagement / Awareness / Clicks to Website 14,856 30,286 11,998 5.31% $247.62
SOCIAL CHANNELS
SOLVE manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline
and digital app contests, connect and engage with the community users and event planners, optimize the media campaigns
and deliver provide quick response monitoring -- incrementally growing all digital channels and user data.
FACEBOOK December 2016 January 2017 +/-
Likes 22,268 22,237 -31
TWITTER December 2016 January 2017 +/-
Tweets 1,223 1244 +21
Following 2,804 2,804 +0
Followers 2,347 2,349 +2
INSTAGRAM December 2016 January 2017 +/-
Posts 180 188 +8
Followers 2,951 2.954 +3
Following 1,801 1,810 +9
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings March Report
Events
Events : 165
Submissions : 65
From C hamber : 100
User Location
SLO County: 60%
San Francisco: 19%
Los Angeles: 11%
Other: 10%
Most Popular Events:
San Luis Obispo International Film Festival 314 319
BarrelH ouse Brewing C ompany presents: 2017 Anniversary Celebration! 325
Childcare & Preschool Open Enrollment SLO 309
Feeding America FOOD Festival 311
SLO Comedy Festival 32 35
Usage:
2017 2016
Users :1,607 1,678 ( 4.32% decrease)
Times Opened: 2,886 3,395 ( 16.20% decrease)
Avg. Session Length: 2:25 2:34 ( 6.02% decrease)
TOT Comparison
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 Change +/-2015-16 2016-17 Change +/-2015-16 2016-17 Change +/-2015-16 2016-17 Change +/-
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 3.9%88.3 84.7 -4.1 160.52$ 175.36 9.2 141.66$ 148.48 4.8
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ -1.2%84.8 82.6 -2.6 151.23$ 155.11 2.6 128.23$ 128.09 -0.1
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 1.1%78 74.8 -4.1 140.93$ 152.37 8.1 109.94$ 114.03 3.7
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ -2.2%78 72.9 -6.6 142.17$ 146.18 2.8 110.87$ 106.51 -3.9
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 6.2%65.1 66.5 2.1 128.84$ 133.3 3.5 83.85$ 88.61 5.7
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 1.2%59.7 58.9 -1.3 118.86$ 123.17 3.6 70.92$ 72.52 2.3
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,437$ 2.4%55.2 56.4 2.2 118.85$ 115.69 -2.7 65.62$ 65.30$ -0.5
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ -5.8%66.2 61.7 -6.8 129.14$ 128.71 -0.5 85.53$ 79.36 -7.3
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$ 4,688,960$ 72.48 139.55$ 102.30$
7,186,264$
*January TOT totals missing 2 homestays
*February TOT totals missing 2 homestays
Occupancy ADR RevPAR
Figures from Smith Travel Research report
The San Luis Obispo Little Theatre, soon to be known as the San Luis
Obispo Repertory Theatre, respectfully requests $5,000 from the City
of San Luis Obispo’s Promotional Coordinating Committee in the form
of enhanced promotions funds. This amount will supplement funds that
have already been secured for this transition, and will be used to partially
fund new signage for the theatre located at 888 Morro Street in San Luis
Obispo. This signage will enhance the image of the new SLO Rep and
significantly raise the visibility of our current location, announcing our
new name and new vision for the organization, engaging residents and
visitors alike, inspiring them to attend and enjoy professional, live theatre
in downtown San Luis Obispo.
Looking Back: History of the San Luis Obispo Little Theatre
The San Luis Obispo Little Theatre was founded in the fall of 1947 by a
small group of theatre-lovers. Since then, the organization has presented
70 continuous seasons of live theatre on the Central Coast, performing
more than 900 plays in 25 locations across the county. For the first 65
years of the SLO Little Theatre’s history, we functioned as a non-profit
community theatre, depending on local volunteer performers to fill out
our casts. Over the last 5 years, we have begun to bring in nationally-
recognized directors and actors in order to increase the overall quality of
the theatre we produce. Due to these and other organizational changes:
• Season ticket sales have increased by nearly 50% since 2012.
• Our performances are at an average of 94% capacity.
• Overall annual attendance is greater than the San Luis Obispo
Symphony, Festival Mozaic, and the Civic Ballet combined.
Since 2012, the Little Theatre has grown exponentially—both in terms of
ticket sales and in philanthropic support—and is currently ranked in the
top 3% of non-profit theatres in the nation.
Looking Forward: A Professional, Regional Theatre in San Luis Obispo
In 2016, a Feasibility Study was conducted to determine if the Little
Theatre was ready to launch a multi-million dollar campaign to build
a new theatre within the City’s designated Cultural District, as part of
the Mission Plaza Master Plan. The results of that study made it clear
to us that it would be very difficult to run a successful capital campaign
as a non-profit community theatre. In order to prepare for a successful
campaign and to more accurately reflect the mission and goals of our
organization, it is now time for the Little Theatre to evolve into a fully
professional theatre under the new name San Luis Obispo Repertory
Theatre. This transition will allow us to add performances, increase the quality and consistency of our plays, and
to fully establish our organization as the premier professional live theatre in the area, setting the stage for future
growth AND a planned capital campaign for a new theatre, scheduled to launch within the 2017-2018 Season.
SAN LUIS OBISPO REPERTORY THEATRE
Honoring our 70 year history as the San Luis Obispo Little Theatre.
Designing our future as the premier nonprofit professional theatre in San Luis Obispo.
You Can’t Separate San Luis Obispo from
the San Luis Obispo Repertory Theatre
Blithe Spirit, 1948
Picasso at the Lapin Agile, 2014
Bleacher Bums, 1986
Cabaret, 2016
Why San Luis Obispo Repertory Theatre
The name San Luis Obispo Repertory Theatre is the natural evolution for our company.
By changing only one word—“little” to “repertory”—we are simply and clearly defining
the internal and external changes that have already occurred in our organization.
Our theatre is no longer “little”, nor are we following the precepts of the larger Little
Theatre movement from the last century. The word “Repertory” means that our
company presents a wide variety of plays throughout the season.
Rebranding as the San Luis Obispo Repertory Theatre is a strategic move that positions
the theatre to fulfill its vision of becoming a nationally recognized regional theatre,
and an economic driver for San Luis Obispo, drawing visitors from near and far to
experience everything that our wonderful City has to offer.
New Name Needs New Signage
The Promotional Coordinating Committee is well aware of the value of effective signage that clearly directs visitors
to City landmarks, parking, services, entertainment and more. The Committee has funded attractive and informative
new signage throughout the downtown area and continues to work with experienced contractors such as Pierre
Rademaker to expand that program.
We at SLO Rep are excited and prepared to take advantage of our “rebranding roll-out” to redesign our building
signage at 888 Morro Street. Working with the talented designers at Subplot Studio, we are re-designing our
monument sign, our marquee signs and creating new signage on the Palm Street side of our building, for better
visibility and to more effectively showcase our performances throughout the year.
Well-designed signage will attract and draw more tourists and residents to our current location, and enhance
the perception of SLO Rep as the best place to experience live theatre on the Central Coast. As SLO Rep grows
in stature, the City of San Luis Obispo’s reputation as the cultural center of the County will also be enhanced and
promoted, inspiring visitors to Stay in SLO where there is an abundance of theatre, art, culture and a great night life!
PROJECT BUDGET ...................................................................................................................................................
Monument Sign Marquee: $8,000
Located outside main entrance at 888 Morro Street
New monument sign will include a larger space within the monument itself for individual show promotion, better
lighting and adjusted placement for increased visibility from Palm Street.
Large Marquee: $1,000
Located outside box office at main entrance
Promotes current and upcoming shows with creative visual images. Remove old marquee case and print larger
poster images of entire season.
Small Marquee: $ 500
Located on patio area adjacent to building near City Hall
Update logo and refurbish existing glass marquee to house upcoming show posters.
Palm Street Window Images: $3,000
To be located on the Palm Street side of our building.
Large decal images from past productions placed in building windows
will engage and inspire curiosity in those walking or driving by,
encouraging them to check out what’s happening at SLO Rep!
Morro Street Window Images: $ 200
Located outside box office at main entrance.
Update logo on recently installed window decals
TOTAL EXPENSE: $12,700
INCOME: Individual Contributions $ 6,000
PCC Funding $ 5,000
In-Kind Contributions $ 1,700
Strategic Planning Report
City of San Luis Obispo Promotional Coordinating Committee—January- March 2017
Facilitated by Regenerate Group: BethMarie Ward, CTF
Contents
Workshop Review Pages
ToP® Participatory Strategic Planning .......................... p. 2
Strategic Plan Summary ............................................... p. 3
3 Year Practical Vision ............................................... p. 4-6
Current Reality (underlying contradictions) ................... p. 7
2 Year Strategic Directions ........................................... p. 8
Focused Implementation Pages
Priorities ....................................................................... p. 9
First Year Accomplishments .................................. p. 10-11
First Year Calendar and Responsibilities .............. p. 10-11
90-Day Implementation Steps | Blank Worksheet ....... p. 12
Appendix Pages
Recommendations for Keeping the Plan on Track .. p.13-14
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 2 of 14
TECHNOLOGY OF PARTICIPATION® | Participatory Strategic Planning Process
Overarching Question for the Entire Process: How can the Promotional Coordinating Committee, (PCC), be better positioned to improve and
develop projects to support the community independently and in collaboration with the Tourism Improvement Business District, (TBID), and serve as an
effective advisory body to City Council?
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 3 of 14
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan
PRACTICAL VISION
What we want to see in place
in the next 3 years…
Strengthened External Relations:
1. Established City Partnerships
2. Enhanced Community Engagement
3. Increased Awareness and Support of PCC
Enhanced, Relevant Programming and
Content:
4. New, Vibrant Projects
5. Effective GIA Program
6. Program Evaluation
CURRENT REALITY
What does our current reality look like in terms
of our strengths and weaknesses to achieve our
practical vision…
We examined our internal strengths and
weaknesses, external opportunities and
threats, and the benefits and dangers of
success. The Current Reality allows us to
examine the current status so that we can
strategically leverage our strengths and
overcome our blocks that may get in the way.
STRATEGIC DIRECTIONS
What will deal with underlying contradictions
and move us towards our vision…
1. Updating and maintaining current
projects.
2. Creating and establishing new projects
that are innovative and relevant to our
community.
3. Improving internal operations and
processes more efficiently.
IMPLEMENTATION
What are our priority actions for the first year?
1. Establishing evaluation guidelines
2. Communications plan
3. Review GIA Program
4. Survey local business community
5. SLO Happenings review
6. Identify new partnerships
7. PCC member skillset criteria and succession plan
A.
KEEPING THE PLAN ON TRACK
Recommend planning retreat in January 2018 to review and update the
plan and set 2018-2019 strategic directions and focused implementation
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 4 of 14
PRACTICAL VISION | Definition and Summary
The Practical Vision workshop asks the question:
What do we want to see in place the next 2-3 years
as a result of our efforts?
The vision of an organization is held in part by all its stakeholders. This workshop seeks to bring representatives together to create their shared picture of
the future. The practical vision is the responsive statement of hope within the given environment. It provides a sense of the destination of the effort. It
tells us where we are going, what the accomplishments, outcomes, changes and results are that we are seeking by our efforts.
Our vision is to continuously strengthen external relationships and enhance programming that is relevant to the needs of our community highlighting our
unique regional economy and natural resources.
The PCC conducted a survey to grant/funding recipients, strategic partners, city staff/council members, past PCC members and other advisory body
members. Over 100 surveys were sent out with 34 responses, most whom were GIA recipients. The responses were mainly feedback about the GIA
program experience and ways that the program might be improved. There was a 98% positive response regarding programming and staffing. A more
targeted business survey for finding ways to collaborate with our business community is set in our priorities in the first year to more actively engage
businesses with the promotion of the City of San Luis Obispo.
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 5 of 14
3 YEAR PRACTICAL VISION
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, Relevant 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: Promotional
Coordinating
Committee!
• 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,
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 6 of 14
VICTORY!
Images of success!
✓ Communication & clear understanding
✓ PCC made a greater difference in the community
✓ Commitment and follow through in our work
✓ PCC knows what they are doing
✓ We’re feeding into the economy
-----------------------------------------------------------------
➢ New category of programs
➢ New appreciation of people
➢ City Pride
➢ San Luis seen as innovative city
➢ Flawless implementation and collaboration
➢ GIA bigger budget
➢ GIA support for recipients
➢ PCC and community partnerships=strong
How will we know our plan is successful?
What will be in place in on year? What will
people be saying? What will be happening
because of our actions?
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 7 of 14
CURRENT REALITY
Internal Strengths
• Committee members responsive to collaboration
• Diverse viewpoints
• City support
• Fiscally responsible
• Various networking contributions
• Thought, deliberate decision making
• Molly
• Commitment
Internal Weaknesses
• Limited budget
• City’s budget might soften
• Satisfaction funding granted
• Possible decreased enthusiasm for existing projects
• Lack of ability to pursue projects with less resources
• Limited communication with elected
• Additional staff support decrease
• City capacity/limitation
• Committee member turnover = less history
External Opportunities
• New relationship with City Council
• New relationships with businesses
• New events
• Informed about new businesses in town for new
opportunities
• New programs
• Regional Business: Wine/Beer/Spirits
External Threats
• Lack of City Council funding/support
• Rebellion of established non-profits that might not like
changes
• Competition with media and other organizations
• Too much success encouraging tourism: local vs. tourists
• City limitation
Benefits of Success
• Positive city image
• Well- rounded cultural offerings
• Increased city departmental collaboration
• Larger contribution to economic development
• More opportunities for business/community engagement
• Increased budgets
• Internal & external satisfaction
Dangers of Success
• Upset non-profits
• Setting the bar higher might make it harder to maintain
quality
• More funding, less programming quality
• More responsibility for PCC and staff
• More expectations and visibility requires more time
commitments
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 8 of 14
➢ Analyze/ review SLO Happenings App projects
➢ Develop and improve marketing plan for GIA events
➢ Create and expand promotions throughout SLO County cities
➢ Survey local businesses to collaborate with them
➢ Identify new community service project in partnership with another city department
➢ Provide support for Downtown Master Plan
➢ Create new, innovative category
➢ Identify possible partnerships and categorize purpose
➢ Establish more effective evaluation method for current programming & contracts
➢ Determine skill set needed for new PCC members & recruit
➢ Develop a communication plan
➢ Prioritize and set budget for long term goals
Action removes the doubt that theory and analysis cannot solve. In signing up to work on a ‘strategic direction’ and scheduling
actions and accomplishments, commitment and realism are brought into the planning efforts. The journey of implementation is
mapped out and steps are decided which will begin the realization of our vision.
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) Updating and Maintaining Current Projects 2) Creating and Establishing New Projects 3) Improving Internal Operations
Strategic Directions focus question: What innovative, substantial actions will deal with our Current Reality and
move us toward our vision?
towards…Improving
Internal Operations
towards…Updating
and maintaining
current projects
towards...Creating and
establishing new
projects
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 9 of 14
Establish
evaluation
guidelines- July
Review GIA Program-
July &
Communications Plan-
July
Survey Local Business Community-
August
SLO Happenings Review
October
Identify new
partnerships January
PCC member skillset
criteria and succession
plan November
FOCUSED IMPLEMENTATION | Priorities | July 2017- August 2018
Focus Question: “What will our specific, measurable accomplishments be for our first year?” We generated Specific, Measurable, Actions, Results
Oriented and Timebound.
This prioritization data was set in the Focused Implementation Workshop on February 19, 2017.
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 10 of 14
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
• Present draft
plan- Oct.
(Taskforce)
• Approve &
implement-
Nov. (PCC)
• Taskforce & time
• Molly
• PCC
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 11 of 14
message needs to go
to- July- PCC
• Identify what we need
to communicate- July
(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.
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 12 of 14
FOCUSED IMPLEMENTATION | 90-Day Implementation Steps | Blank Worksheet
STRATEGIC DIRECTION
ACCOMPLISHMENT/ ACTION
INTENT: (ARTICULATE ONCE MORE...WHY ARE WE DOING THIS?)
START DATE
END DATE
IMPLEMENTATION STEPS (HOW)
1.
2.
3.
4.
5.
WHO
WHEN
WHERE
COORDINATOR
COLLABORATORS/ PARTNERS
EVALUATION MEASURES
BUDGET
NEXT MEETING DATE
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 13 of 14
Recommendations for Keeping the Plan on Track
Strategic planning bears the most fruit when seen as both a planning retreat or event and a continuous process in which the p lan is regularly reviewed, evaluated and
refined. The following Quarterly Evaluation flow will be crucial in keeping the City of San Luis Obispo Promotional Coordinating Committee plan “on track” for monitoring
and evaluation purposes.
Quarterly Evaluation and Refinement Sessions:
• Check into affirm accomplishments, acknowledge struggles, capture learnings, make adjustments, build anticipation, and establish commitment for the next
quarter.
• The face-to-face nature of this event is very important. Memos, emails, and other forms of communication do not allow for adequate team building and
consensus building.
• These Quarterly Evaluation events work best if everyone who is involved in the implementation attends. At minimum, those res ponsible for the
accomplishments should attend quarterly evaluation and refinement sessions
• Invisible benefits often include strengthening the organization’s learning process and allows for system-wide adjustment to unforeseen influences that must be
considered.
Annual Planning:
The 4th Quarter evaluation is the time to do a new 12-month plan.
• Review the whole year
• Develop plan for the next year
• Celebrate celebrate celebrate!
Proposed Planning Rhythm:
Objectives: Assess accomplishments, plan for the next period; affirm and re-energize individuals and teams
Product/Outcome: Clear tasks and roles for the next period
Quarterly Planning Event Agenda:
• Review Vision, Obstacles, Strategic Directions
• Evaluation of 90-Day Plans – accomplishments? What didn’t get done,
blocks, learning, implications
• Plan for the next 90 Days – Measureable accomplishments on quarterly
timeline, 90-day action plan for each accomplishment
Annual Planning Event Agenda
• Review Vision, Obstacles, Strategic Directions
• Evaluation of 90-Day Plans – accomplishments? What didn’t get done,
blocks, learning, implications
• Development of measurable accomplishments for next 12 months on
quarterly calendar
• Plan for next 90 Days (first quarter, new year)
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 14 of 14
The Facilitator
Thank you for this opportunity to work with you all and congratulations on your plan! Kind regards,
-BethMarie Ward, Regenerate Group
Please contact us at:
BethMarie Ward, MA, CTF
Regenerate Group
www.regenerategroup.com
bmw@regenerategroup.com
612-210-5657
L. Promotional Coordinating Committee Bylaws
ARTICLE 1. PURPOSE
The Promotional Coordinating Committee (PCC) advises the Council in working to improve the
quality of life for all City residents and our visitors. The Committee recommends projects to help
promote the City as a regional trade, recreation, and tourist center, consistent with community
goals.
ARTICLE 2. MEMBERSHIP
The PCC shall consist of seven members appointed by the Council. Six of the members shall be
residents of the City of San Luis Obispo. The seventh member shall be the Chair of the Tourism
Business Improvement District (TBID) Board as appointed by the TBID Board. Committee
members shall be appointed for a term of four years, commencing on April 1st or other date as
directed by the Council. No Committee member shall serve more than two consecutive terms (eight
years) on the PCC. Any Committee member who has been appointed to fill a vacant seat in mid -
term shall not be precluded from thereafter serving two four-year terms (eight years), so long as
the initial, partial term is less than one year. The represent ative from the TBID Board shall serve
a term concurrent with his/her term as the Chairperson of the TBID Board.
ARTICLE 3. OFFICERS
The officers shall be a Chairperson and a Vice Chairperson, each of whom shall be elected for a
one-year term at the March meeting of the PCC for the term starting in April. No Committee
member shall serve more than two consecutive one-year terms as Chairperson or Vice
Chairperson. Any Committee member who has been appointed to fill a vacant seat as Chairperson
or Vice Chairperson in mid-term shall not be precluded from thereafter serving as Chairperson or
Vice Chairperson for two consecutive one-year terms, so long as the initial, partial term is less
than six months.
The Chairperson shall preside over all meetings of the PCC, prepare all meeting agendas with staff,
and otherwise perform such duties as directed by the PCC or Council.
The Vice Chairperson shall serve in the absence or incapacity of the Chairperson.
ARTICLE 4. MEETINGS
1. The PCC shall hold a regular meeting each month, but no fewer than ten times per year.
2. The meetings are to be held at City Hall, the second Wednesday of each month, unless
another location and/or time has been announced as required by California law.
3. The meetings shall be open to the public.
4. A quorum shall consist of a majority of the Committee member currently serving on the
PCC.
5. All actions of the PCC shall be by a majority vote or consensus and shall be directed
through the Chairperson.
6. Minutes of each meeting shall be taken and forwarded to the Council and shall be -available
as a public record.
7. A special meeting may be called at any time by the Chairperson or by a majority of the
Committee members currently serving on the PCC, provided each member is given written
notice of the special meeting at least 24 hours prior to the meeting, and the time and place
of the special meeting is announced as required by California Law.
8. All meetings shall be conducted in general accordance with Robert’s Rules of Order, newly
revised edition, subject to minor variation by the Chair as appropriate to the needs of the
advisory body.
9. All Committee members present at a meeting shall vote on any motion or resolution
brought before the PCC, except when abstaining due to a conflict of interest.
10. Any Committee member with a conflict of interest shall not vote on or participate in any
discussion of an item or in any way attempt to influence the decision on such item.
11. Any member who fails to attend three regular meetings within any twelve-month period
may be automatically considered for replacement at the discretion of the Committee.
ARTICLE 5. SUBCOMMITTEES
Subcommittees shall be appointed, as needed, by the Chairperson. Standing subcommittees are the
Grants-in-Aid and Events Promotion subcommittees. The subcommittee members will serve for a
two year term. After two years they will automatically rotate to the other standing subcommittee.
ARTICLE 6. FUNCTIONS AND DUTIES
The functions and duties of the PCC shall include, but not be limited to, the following:
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.
2. Develop promotional programs and projects for the City of San Luis Obispo.
3. Hear requests for financial aid from cultural and promotional groups seeking grants from
the City of San Luis Obispo and make recommendations to the Council thereon.
4. Present an annual assessment report to the City Council regarding the Promotional
Coordinating Committee’s Grants-in-Aid program and other programs as appropriate.
5. Initiate and support community activities that are meaningful to residents and visitors of
the City of San Luis Obispo.
6. Provide a liaison to Grant-In -Aid recipients who work to promote the quality of life for
residents and visitors of the City of San Luis Obispo.
7. Perform any other lawful tasks as directed by the Council.
ARTICLE 7. AMENDMENTS
These bylaws may be amended by the Council, upon the recommendations of two-thirds of the
Committee members currently serving on the PCC, provided that the text of any such proposed
amendment shall have first been provided in writing to each Committee member.
(COUNCIL ADOPTED ON 09/15/2015)
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, March 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, March 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, Pragna Patel-Mueller (10:06), LeBren
Young-Harris, Vice-Chair Nipool Patel, and Chair Matthew Wilkins
Absent: (one vacant seat)
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
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
VICE CHAIR PATEL, CARRIED (5-0), to approve Consent Calendar Items C1 through C7.
C1. Minutes of regular meeting on Wednesday, February 8, 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
C7 Notice of Unscheduled Vacancy
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 8, 2017 Page 2
PRESENTATIONS
1. City of SLO Cost of Service Fees Update
Special Projects Manager, Marcus Carloni provided an overview of the City’s Cost of
Service Fee Study, with a focus on State mandated Fire Inspection Fees.
Special Projects Manager Carloni and Fire Marshall Maggio responded to questions
from the Board concerning fee levels for hotel size and Homestay inspection rules.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. Marketing Agency Monthly Report
Representatives from BCA + MatchFire presented their marketing activities over the
past month for the SLO TBID. Highlighted items were statistics from the SLO Craft
Beer Festival, Money-for-a-Rainy-Day, and the “Mustang Giveaway” promotion. It
was noted that the individual property pages on the website are being redesigned and
that the top blog post for ShareSLO was “20 things to do under $20 in SLO.”
Tourism Manager Cano reviewed the TBID’s funding support of the SLO Craft Beer
Festival and explained the impact of that support related to the presented statistics.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 8, 2017 Page 3
3. Chamber Monthly Report
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, presented the public relations activities report for the past month
for the SLO TBID. Highlighted items included travel articles with the LA Times
featuring San Luis Obispo, and the Visit California “Kidifornia” website page featuring
the Madonna Inn.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
BUSINESS ITEMS
1. Annual Partnership & Funding Requests
The Board received presentations on the annual and strategic partnership requests for
2017-18 from the San Luis Obispo Chamber of Commerce and the SLO Wine Country
Association.
San Luis Obispo Chamber of Commerce Presentation:
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, and Dusty Colyer-Worth, Visitor Center Manager, presented the
services that their current contract contains, and their overall service statistics as they
relate to the TBID strategic plan. To efficiently offer programs that operate on longer
timelines, a two-year contract for Public Relations was proposed, with a one-year
contract for Guest Services.
SLO Wine Country Association:
Heather Muran, Executive Director SLO Wine Country Association, provided an
overview of the SLO Wine Country Association’s proposal to continue offering their
contract membership and marketing benefits, the Visitor Guide program, PR/Media
Hosting, and Targeted Consumer Marketing and Roadshow partnership. Included as a
new item in the 2017-18 proposal is their “Sip in SLO Tasting” program.
Public Comments:
None.
---End of Public Comments---
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 8, 2017 Page 4
2. ELECTION OF CHAIR & VICE CHAIR
Tourism Manager Cano explained that the Board bylaws require a yearly election for
the Board Chair, that the position is seated for one-year, with the ability to serve up to
two-consecutive terms, and that the immediate past Chair becomes the Vice-Chair. The
upcoming term will be for April 2017 through March 2018.
Board member Pearce nominated current Chair Wilkins for the upcoming term. No
other nominations were offered. Chair Wilkins accepted the nomination.
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
HARRIS, CARRIED (6-0), to elect current Chair Wilkins for a second one-year term as Chair.
.
3. HIGHWAY 1 CLOSURE DISCUSSION
Tourism Manager Cano reviewed the current closures on Highway 1, how current
communications on closure updates are being provided by the State, and potential
impacts to tourism in the City of San Luis Obispo.
The Board discussed the conceivable ramifications of the closures and possible ways to
help direct traffic to the City, suggesting a Monterey / San Luis Obispo City
partnership.
Public Comments:
None.
---End of Public Comments---
TBID LIAISON REPORTS &COMMUNICATIONS
1. HOTELIER UPDATE
No updates at this time.
2. MANAGEMENT COMMITTEE UPDATE
Tourism Manager Cano reviewed the Minutes of February 21, 2017 meeting,
highlighting the Cal Poly athletics partnership, STR (Smith Travel Accommodations
Report), and reported that the Strategic Plan discussion was tabled due to time
constraints.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 8, 2017 Page 5
3. MARKETING COMMITTEE UPDATE
Tourism Manager Cano reviewed the Minutes of February 6, 2017 meeting which
included discussions on the Marketing Plan, modifications to hotel landing pages, and
event funding process and timing.
4. PCC UPDATE
Chair Wilkins noted that the PCC will be receiving their Strategic Plan at their
upcoming meeting.
5. VISIT SLOCAL UPDATE
Board Member Pearce reported on discussion concerning the Conference Center
Research report, noting that there was some community focused partisan discussion
regarding the possible location of the proposed conference center.
Tourism Manager Cano reported that there will be an all-day Marketing Committee
meeting on March 14th.
6. TOURISM PROGRAM UPDATE
Tourism Manager Cano;
- Recognized Board Member Dean Hutton for his service on the Board since 2009.
- Recognized Board Member LeBren Young-Harris for her service, having
completed her first term.
- Updated the Board on the current TBID open seats.
- Announced that there will be Management sub-Committee meeting on March 28th.
- Announced that there will be Marketing sub-Committee meeting on March 23rd.
ADJOURNMENT
The meeting was adjourned at 12:12 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, April 12, 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