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HomeMy WebLinkAbout5-10-17 TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business  ImprovementDistrictBoard   Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. Wednesday, May 10, 2017 10:00 A.M. City Hall - Council Hearing Room CALL TO ORDER: Chair Matthew Wilkins PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the agenda. Public comment for each agenda item will be called for separately and is also limited to 2 minutes per speaker. State law does not allow the board to discuss or take action on issues not on the agenda, except that members of the board may briefly respond to statements made or questions posed by the person giving public comment. Staff may be directed by the board to follow-up on such items and/or place them on the next board agenda. CONSENT ITEMS C.1 Minutes of Regular Meeting on Wednesday, April 12, 2017 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 BCA + Matchfire Marketing Report C.5 Chamber Visitor Center Report C.6 TOT Report PRESENTATIONS 1. MARKETING AGENCY MONTHLY REPORT 10 mins Representatives from BCA + MatchFire will present the report for the marketing activities over the past month for the SLO TBID. 2. CHAMBER MONTHLY REPORT 10 mins Representatives from the SLO Chamber will present the report for the public relations activities over the past two months for the SLO TBID. BUSINESS ITEMS Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of public testimony. 1. 2017-19 BUDGET RECOMMENDATION 30 mins The Board will discuss the recommended allocations for the 2017-19 budget as presented by the Management Committee. 2. PARTNERSHIP & FUNDING RECOMMENDATIONS 10 mins The Management Committee will present the partnership recommendations for:  San Luis Obispo Chamber of Commerce  Cal Poly Athletics/ Learfield Sports  SLO Wine Country Association 3. MARKETING AGENCY AGREEMENT AMENDMENTS 10 mins The Management Committee will present the recommendation for the additional marketing contract terms and expenditures for the Board’s approval. 4. 2017-18 ANNUAL EVENT PROMOTION APPLICATION 5 mins The Marketing Committee will present the recommendation for the approval of the 2017-18 Annual Event Promotion Application for the Board’s consideration. 5. 2017 IPW CO-OP CONSIDERATION 10 mins The Management Committee will present the recommendation for participation the 2017 IPW tradeshow with Visit SLO CAL in June 2017. 6. TMD BOARD APPOINTMENT 5 mins The Board will discuss the appointment of the SLO TBID representative to the TMD Board to fill the appointed seat term currently held by Nipool Patel. The seat is up for renewal on July 1, 2017. TBID LIAISON REPORTS & COMMUNICATION At this time board members make announcements, report on activities, refer to staff issues for study and report back to the board at a subsequent meeting. 1. HOTELIER UPDATE – Liaison Reports 2. MANAGEMENT COMMITTEE UPDATE – Minutes: April 25, 2017 3. MARKETING COMMITTEE UPDATE –Minutes: May 2, 2017 4. PCC UPDATE – Minutes: April 12, 2017 5. VISIT SLO CAL UPDATE – Liaison Reports; March Activity Report 6. TOURISM PROGRAM UPDATE – Staff Report 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. 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 STR Report April 2017Week of March 26 - April 1Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 69.1 76.9 125.88 132.29 87.00 101.72 -10.1 -4.8 -14.5 -14.5 0.0 -10.1City of Pismo Beach 72.6 80.0 149.13 165.93 108.25 132.69 -9.2 -10.1 -18.4 -18.4 0.0 -9.2City of San Luis Obispo 71.0 79.6 127.00 135.00 90.23 107.50 -10.8 -5.9 -16.1 -16.1 0.0 -10.8Week of April 2 - 8Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 80.9 72.3 142.75 135.55 115.42 97.98 11.9 5.3 17.8 17.8 0.0 11.9City of Pismo Beach 80.2 72.6 174.59 154.64 140.04 112.25 10.5 12.9 24.8 24.8 0.0 10.5City of San Luis Obispo 83.3 72.2 151.23 135.01 126.04 97.44 15.5 12.0 29.4 29.4 0.0 15.5Week of April 9 - 15Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 83.6 76.4 133.35 139.41 111.47 106.53 9.4 -4.3 4.6 4.6 0.0 9.4City of Pismo Beach 83.3 74.6 172.18 154.40 143.50 115.17 11.7 11.5 24.6 24.6 0.0 11.7City of San Luis Obispo 83.8 75.0 141.09 147.38 118.19 110.52 11.7 -4.3 6.9 6.9 0.0 11.7Week of April 16 - 22Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 75.5 72.8 138.80 132.36 104.79 96.32 3.7 4.9 8.8 8.8 0.0 3.7City of Pismo Beach 76.2 71.4 167.00 149.81 127.24 107.02 6.7 11.5 18.9 18.9 0.0 6.7City of San Luis Obispo 79.4 71.4 143.78 134.45 114.17 96.06 11.1 6.9 18.8 18.8 0.0 11.1Week of April 23 - 29Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 76.0 72.7 135.42 135.76 102.91 98.71 4.5 -0.2 4.3 4.3 0.0 4.5City of Pismo Beach 71.8 70.1 156.23 149.45 112.18 104.70 2.5 4.5 7.1 7.1 0.0 2.5City of San Luis Obispo 74.1 66.7 140.68 134.42 104.30 89.66 11.1 4.7 16.3 16.3 0.0 11.1April2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 78.9 73.5 137.56 135.81 108.60 99.89 7.3 1.3 8.7 8.7 0.0 7.3City of Pismo Beach 77.8 72.2 167.89 152.13 130.64 109.78 7.8 10.4 19.0 19.0 0.0 7.8City of San Luis Obispo 80.1 71.3 144.33 137.99 115.57 98.42 12.3 4.6 17.4 17.4 0.0 12.3RevPARADR Percent ChangeOcc %Running 28 Days - TY vs. LYCurrent Week - TY vs. LYOcc % ADR RevPARCurrent Week - TY vs. LYOcc %Current Week - TY vs. LYRevPARADROcc %Occ %Current Week - TY vs. LYADRADR RevPARRevPARADROcc %RevPARCurrent Week - TY vs. LY 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 SLOTBID AGENCY REPORT April 2017 HAPPENING NOW • SLO Jazz Fest • SLO Jazz Fest Paid Media • Exclusive Seattle Promotion • Marketing Plan 2017 – 2018 • National Bike Month • Matador Network Video Co-Op SLO VACATIONS • Updated Pages -Train -SLO Jazz Fest -Ziplining -Wine Tasting -Wine Tasting Vacation Idea • Created Tours Page • Site Enhancements: Updating Hotel & Homestay landing and property pages • SEO: Broken links fixed EMAIL • Ongoing Welcome Series & Hotel Page Email • April Newsletter, focused on pet- friendly travel and Bike Month • San Diego Tradeshow Follow Up Email, reminding 30-days left to redeem promotion • Lodging Loyalty Follow-Up Emails, reminding participants they have 1–5 nights remaining until free night stay • 280 New Leads SLOTBID AGENCY REPORT April 2017 SHARESLO • Social focused around pet-friendly travel to San Luis Obispo • Activated on Instagram Stories • Community Blog Posts -Top Wildflower Spots around SLO -SLO Craft Beers Worth Planning a Trip For -The Dog Days of San Luis Obispo -Chef Series: Thomas Hill Organics -SLO in the News: March PARTNERSHIPS • Cal Poly Athletics -New “Visiting” Page on GoPoly.com • Cal Poly NTSP Program -What do parents want? Cal Poly Survey -Parent engagement program planning LOOKING AHEAD • Lodging Loyalty Program – Ongoing • Cal Poly Parent & NSTP Partnership Planning • Roll Out the Barrels SLOTBID AGENCY REPORT April 2017 SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 38,907 62,534 29,674 m.facebook.com slocity.org orientation.calpoly.edu FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 14,601 103,516 941,481 7,787 1,749 9,502 TWITTER New Followers Total Followers Total Engagements #ShareSLO 14 3,684 635 435 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 302 10,480 140,186 2,983 15,976 3,495 YOUTUBE SLO Promo Video 31,934 Report to City of SLO – TBID Phone Line and Availability Contract April 2017 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 Apr 2016 Apr 2017 Calls to 1-877-SLO-TOWN 24 38 25 28 91 115 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 Apr 2016 Apr 2017 Email Response 17 12 12 13 44 54 Phone Calls to Hotels 62 55 47 40 104 204 Hotel Referrals Week 1 Week 2 Week 3 Week 4 Apr 2016 Apr 2017 Visitors Served (Walk-ins) 1,661 1,613 1,791 1,560 5,560 6,625 Farmers’ Market* 750 n/a n/a n/a n/a 750 Hotel Rooms Referred 488 374 251 302 1,248 1,415 *estimate without people counter 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 TBID Budget Planning 2017-19 Income Source 16-17 17-18 18-19 TOT Revenue Assumption 7,186,264$ 7,258,126$ 7,403,288$ 7,186,264$ TBID Assessment (20% of TOT Revenue)1,437,253$ 1,437,253$ 1,480,658$ Administration Overhead (2% of TBID Assessment)28,745$ 28,745$ 29,613$ Tourism Staffing 191,788$ 215,000$ 220,000$ Carryover/Fund Balance 221,000$ 100,000$ TBID Program Budget 1,437,720$ 1,293,508$ 1,231,044$ Fund Reserve 100,000$ 100,000$ 100,000$ Expenditure Projected Projected Expenditure (section in gray)16-17 17-18 18-19 Notes Contracts 939,700$ 936,300$ 51,000$ Marketing Contract 814,500$ 833,700$ Increase for the additional expenses for the added costs for the development of the new campaign Additional Rainy Day Funding 14,000$ -$ 16.17 RaceSLO Arch 5,000$ -$ Chamber of Commerce - PR 51,000$ 51,000$ 51,000$ Maintain 60/40 split with PCC for PR efforts for a two year contract Chamber of Commerce - Phone 34,000$ 42,000$ Chamber of Commerce - Media Monitoring Service Fee*8,000$ 8,400$ Maintain full funding for service Chamber of Commerce - Live Chat 4,000$ -$ Chamber - Special Promotion Partnership 8,000$ -$ CCTC Black Diamond co-op 1,200$ 1,200$ Marketing/ Advertising -$ -$ -$ Partnerships 140,200$ 136,500$ 95,500$ Cal Poly Athletics 95,500$ 95,500$ 95,500$ Renew the agreement for 3 year term SLO Wine* 17,000$ 18,000$ SLO Wine Rooms* 1,000$ 3,000$ Cal Poly NSTP*20,000$ 20,000$ Earmarked for partnership - program development in the works with Marketing Agency & Staff SLO County History Center*6,700$ -$ Events Promotion 114,532$ 119,000$ -$ General Events Promotion 114,532$ 117,000$ Event Activations 2,000$ Tradeshows 39,000$ 51,000$ -$ Trade Shows & Travel Shows 35,000$ 45,000$ Additional $10,000 added for the participation in new tradeshow TBD Tourism Conferences 4,000$ 6,000$ Additional $2000 budget added for Tourism Coordinator attendance at conference TBD Tourism Organizations/Research 2,500$ 4,000$ -$ CCTC 1,000$ 1,000$ Smith Travel Report 1,500$ 3,000$ Increase to cover the fee for expanded reports Support/ Meetings 127,250$ 46,708$ -$ Tourism Program Expenses 4000 7000 Additional $3000 added for a CRM database service FAM Trip Hosting 10,000$ 6,000$ Budget reallocation of $2000 to SLO Wine media rooms & reduction overall based on last FY Getaway Winners 2,500$ -$ Costs to be covered by Marketing Agency Past Due CP Rooms 1,000$ 1,000$ Corragio Group - Strategic Plan Update*8,000$ -$ Cal Poly Printing 600$ -$ **Earmarked Funds for 2017-18 programs 100,000$ -$ ROTB 2016 Expenses 150.00$ -$ Bacon & Barrels SLO Expenses 1,000.00$ -$ Contingency 32,708.00$ Subtotal 1,363,182$ 1,293,508$ 146,500$ Budget Remaining 74,538$ (0)$ 1,084,544$ March 2017  1 Proposal to the City of San Luis Obispo   Tourism Business Improvement District  March 2017  Guest Services and Public Relations   Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the  City of San Luis Obispo’s Tourism Business Improvement District to strengthen San Luis Obispo  as an unforgettable place where visitors engage in a unique lifestyle they aspire to live, become  emotionally attached and return to for renewal.    Expertise: The San Luis Obispo Chamber of Commerce looks forward to building on our existing  strengths including a successful track record of promoting San Luis Obispo, strong relationships  throughout the community as well as extensive experience providing public relations and visitor  services.     Looking forward: For more than 40 years, the Chamber has worked with the City of San Luis  Obispo to improve the quality of life and economic vitality of our community. We continue to  seek new opportunities to deepen our partnership and further the understanding of San Luis  Obispo as an exceptional community to live in and visit.          March 2017  2 Table of Contents            Cover letter 1     Qualifications 3     Project Team 4     2017‐18 Proposals  5    Summary 11                                                                                                     March 2017  3 Qualifications     The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of  strengths to assist the Tourism Business Improvement District in fulfilling its mission and  strategic direction.        Direct relationships with more than 1,370 local businesses that represent more than  33,400 employees throughout the county. These long‐term relationships allow us to  work cohesively with local businesses to execute promotions, projects and media visits.     Constant interaction with visitors in our downtown Visitor Center. More than 80,000  visitors were personally greeted and assisted in 2016 and we engaged with thousands  more over the phone and digitally. The center, which is open seven days a week, is  staffed by visitor information professionals who are trained to answer questions and  accommodate requests of locals, visitors and travel writers.       Productive relationships with the media, rooted in our 40+ years of work in San Luis  Obispo public relations. We are the go‐to resource for travel writers due to the strength  of the “chamber of commerce” brand and the strong relationships we have built  through the years.        We have a nimble, responsive PR team, which is well informed about what is happening  in the city and is able to capture the attention of as well as respond to journalists with  timely information, photography and contacts.       Long‐term strategic alliances with local organizations and events that attract visitors  and enhance the tourist experience, including Hearst Castle, SLO Wine Country, Cal Poly,  Festival Mozaic, the PAC and the SLO Film Festival.     Access to a library of more than 50,000 current and historical images of San Luis Obispo  and the surrounding area. The award‐winning images have appeared in publications  such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San  Francisco Chronicle and many more.     The Chamber continues to stay on top of the trends in tourism promotions, working  with regional, statewide and national partners to identify and act on emerging trends  and best practices.                       March 2017  4 Project Team   The SLO Chamber has an experienced, professional staff of 20, who work together to execute  projects to completion with a track record of success. The key team members who will lead the  work for the Tourism Business Improvement District include:    Dusty Colyer‐Worth  Visitor Center Manager  Dusty Colyer‐Worth has been leading the Visitor Center and its team of eight  customer service professionals since  February  2016. Dusty utilizes his  background in community relations, marketing, customer service and retail  management to lead the Chamber’s guest services efforts.       Molly Kern  Director of Communications and Business Education  Molly Kern has been with the Chamber in various roles since December 2012,  including leading the public relations efforts on behalf of the city for the last  three years. In this role Molly works to share “why” San Luis Obispo is a  wonderful place to vacation, live, work and generally enjoy life.      Keri Forsberg  Communications Coordinator  Joining the Chamber staff in 2015, Communications Coordinator Keri Forsberg  has a degree in Recreation, Parks and Tourism from Cal Poly and specializes in  connecting with digital and emerging writers to enhance the region’s tourism  promotion efforts.        Aaron Lambert  Lead Content Creator  Aaron Lambert manages and produces the Chamber’s website content,  including blogs, photographs, videos as well as all editorial for printed  Chamber materials. A professional photographer, Lambert’s work has  appeared in The New York Times, Los Angeles Times, The Washington Post  and USA Today among others.       Ermina Karim  President / CEO  Ermina Karim’s focus is on helping local businesses thrive. She brings her  professional experience and personal passion in economic development to  assisting on the contracts with the TBID and PCC. In addition, she has an  extensive background in journalism including as a local reporter for The  Tribune as well as many years in both print and online media in New York.      March 2017  5 Guest Services   The Chamber’s Visitor Center is in a unique position to provide the San Luis Obispo guest with a  friendly and informative experience before their arrival. This not only entices visitors to San Luis  Obispo but plays a pivotal role in the overall guest experience, encouraging travelers to stay in  and return to SLO. Through relationships developed with each of the TBID constituents we are  able to capitalize on the Visitor Center’s significant face‐to‐face, phone and email traffic to  encourage travelers to stay in San Luis Obispo and match the right guest with the right property.  To this end, we are proposing to continue the current services we provide to the TBID.    The Chamber provides a hotel availability service that is currently exclusive to the TBID. Visitor  Center staff contact every TBID property each week, on behalf of the TBID, and maintain a  record of which hotels are sold out and which have availability for each Thursday, Friday and  Saturday as well as impacted weekdays throughout the year. This helps guests, who would  otherwise need to call each property on their own, easily find a room in the city. This service  also allows for TBID properties to refer their clients directly to the Visitor Center for centralized  guest services. Since July, 2016, the Chamber has been able to utilize this availability information  to refer SLO TBID properties more than 9,000 times.    In addition, Visitor Center staff answers each call made to the TBID’s 1‐877‐SLO‐TOWN phone  number, which serves as a response tool to the TBID’s advertising efforts and digital presence.  This creates the option for a ‘real person’ to assist in trip planning, ensuring that travelers  seeking personal guidance have a friendly, live voice to shape their experience of San Luis  Obispo before even arriving.     The telephone number, 1‐877‐SLO‐TOWN, is a separate line that rings in the Visitor Center and  is used solely to refer and promote TBID properties. 1‐877‐SLO‐TOWN is answered by a Visitor  Center employee during the hours of operation and includes voicemail for after‐hours in which  calls are returned during the next day’s hours of operation. In 2017‐18, the Visitor Center will be  open seven days a week, Sunday‐Wednesday, 9:30 a.m. – 5 p.m., and Thursday‐Saturday, 9:30  a.m. – 6 p.m. for a total of 55.5 hours a week with additional hours seasonally at the Thursday  Downtown Farmers’ Market.     Special Promotions     The Visitor Center also serves as a fulfillment location and customer service lead for TBID special  promotions. From September 2016 through January 2017 more than 300 Visitor Center staff  hours have been spent on TBID special promotions with a “concept to completion” approach  which includes collaboration with marketing partners by the Visitor Center Manager on the  development of promotions, serving as the customer service outlet for guest inquiries in regards  to advertised promotions, and the delivery of promotional materials to guests upon their arrival  in San Luis Obispo. We propose to continue this partnership as it helps maximize the guest  experience in regards marketed promotions and also frees up marketing partners to focus their  time and efforts on the advertising and planning of special promotions.      March 2017  6 Scope of work  The scope of work within this proposal includes:   Tracking room availability Thursday – Saturday through:  o  Weekly email and phone calls to all constituents as well as additional tracking  for impacted weeks throughout the year (i.e. Cal Poly Week of Welcome, Cal  Poly Family Weekend)  o Availability information for impacted times will provided by TBID properties in  order to help maintain guest within the City   o Tracking will be extended to TBID Homestay properties that opt in to the service  o SLO hotel contact information included in advertising on exterior facing monitor  after Visitor Center hours on weekends   Guest service and booking assistance for guests that call the customer service line  seeking tourist information on 1‐877‐SLO‐TOWN   Quarterly site visits by Visitor Center staff to each hotel to build understanding of each  property’s unique offerings, as well as their needs, to ensure that the Visitor Center is  making informed and educated referrals   Assisting visitors who are in the Visitor Center in booking their SLO city hotel room  either by booking for them or helping them to book on their own using a Chamber  provided iPad in the Visitor Center   Up to four activations per year of Visitor Center on‐the‐road service to assist in tourism  promotion at off‐site events, such as trade shows or at in‐county TBID sponsored  events, that fall upon mutually agreed dates. Lodging expenses would be covered by the  city, similar to past years.    Up to four activations per year of Visitor Center involvement in special promotions  including:  o Involvement of Visitor Center manager in the planning to ensure seamless  fulfillment  o Utilization of the Visitor Center as a fulfillment location for guest pick‐up and  delivery of promotion   o Utilization of Visitor Center staff to respond to phone and email inquiries  regarding those promotions      $42,000 a year for Guest Services              March 2017  7 Public Relations  Overview of 2016‐17     Over the past two years, the San Luis Obispo Chamber of Commerce has led tourism public  relations for the City of San Luis Obispo through a partnership between the Promotional  Coordinating Committee and the Tourism Business Improvement District. In this role, the  Chamber is responsible for responsive and proactive public relations to showcase the best of  San Luis Obispo.     Contract elements include pitching story ideas that showcase San Luis Obispo, inviting writers to  experience the destination and coordinating those trips, sending out media releases, responding  to natural media inquiries, use of the Chamber’s photography library for editorial requests and  developing customized media kits. We do all of this public relations work for just one client –  San Luis Obispo.     This focused effort is paying off; in 2016 alone, we contributed to nearly 350 media placements  that highlight San Luis Obispo including those in Lonely Planet, Los Angeles Times, Gambero  Rosso, Afar, San Francisco Chronicle, Thrillist and Sweet.      2017‐19 Strategy     Objectives  1. Build awareness to grow tourism, serving as the voice of San Luis Obispo  2. Promote San Luis Obispo as a regional trade, recreation and tourist center  Target audiences  The two geographic areas of focus for SLO promotional efforts will be:  a. Visitors from outside the area    b. SLO County residents    Across these geographic distinctions, groups that we will focus on include:     Families – new to travel, interested in outdoor activities, child‐friendly events as well as  family‐friendly restaurants. Safety, ease and fun are their main priorities.     Outdoor Adventurers – interested in outdoor activities, easy access to open space and a  laid‐back environment. Looking to get away from an urban center or explore a new  challenge.     Foodies and Oenophiles – interested in the locally grown and sourced food and wines  throughout the area. They care about the process behind every bite and sip almost as  much as the final product.      Craft Beer Enthusiasts – love the story behind the pint and an opportunity to connect  with likeminded hopheads. Will travel for beer.    March 2017  8  Millennials – seeking boutique destinations, insider knowledge, and hidden gems.  Millennials are the ultimate experience seekers and value travel as an integral part of  their lives.    Additional – although narrower – target demographics will be:     Budget Travelers– interested in experiencing all a destination has to offer for a good  price; these travelers are motivated by deals and travel specials as well as off‐season  pricing.      Cal Poly Alum and Parents – interested in revisiting their college stomping grounds and  knowing about where their children are going to school, looking for nostalgic and local  experiences.     Arts Enthusiasts – interested in experiencing the arts in new and unique ways from   non‐traditional venues and outdoor installations to intimate spaces for theater,  performing arts and music.      Travelers with Pets – interested in knowing their pets are warmly welcomed; they feel  valued and comfortable when their pet is taken care of.     Business Travelers – seeking seamless customer service and facilities that allow the  traveler to be productive during the day and have engaging after‐hours experiences.     Tactics to reach target audiences  Telling the right story in the right place  Identifying and pitching the experience that each audience will connect with, to the media that  they trust, by:   Selectively pitching San Luis Obispo to writers and outlets that are seen by the target  audience as a go‐to source for trusted information and inspirational content.   Focusing on delivering content and stories that appeal to what our target audience  values and what will activate their impulse to travel.    Leveraging City‐supported events  Pairing writers that reach our ideal traveler with events that showcase a particular facet of San  Luis Obispo will make the City’s sponsorship more meaningful and fruitful. We propose a  focused partnership with up to four city‐supported events to enhance the writer’s experience of  San Luis Obispo. This could include:   Promoting the event in a way that ties the destination and event together    Meeting in‐person, or by phone with events to sync messaging    Vetting, pitching and hosting writers who will reach a specific audience   Working with event organizers to host select writers that are being brought to the area  by the event        March 2017  9 Increased proactive outreach  We have been successful in hosting individual writers, partnering to host large, international  FAM tours and in pitching San Luis Obispo via email and over the phone. This year, we propose a  continuation of these efforts to increase awareness and grow tourism in San Luis Obispo. A  combination of tactics to increase awareness could include a total of three activations of the  following:   FAM Trip  o Bringing 3‐5 writers to San Luis Obispo for a 2‐3‐day familiarization trip. A trip  completely organized and executed for the purpose of promoting the City of  SLO for a few select writers will be a laser focus tactic that will generate  extended coverage.    Out‐of‐area promotional trip  o Possible opportunities include pairing out‐of‐area trips that strategic partners  are already making to promote a specific facet of our destination, such as SLO  Wine, or sponsored events that take place out of the area but have a strong San  Luis Obispo component like Bacon and Barrels.    Foster Key Relationships  Nationally  Primary targets will be media outlets in California and the Western United States.  Western  United States is defined to include Washington, Oregon, Nevada, Utah, Colorado and Arizona.   In addition, the Chamber will proactively outreach to major national media outlets including  magazines and newspapers as well as target guide books for updated and enhanced content.     Internationally  The Chamber will collaborate on international public relations efforts with Visit California as well  as the Central Coast Tourism Council on their international public relation campaigns.  The  Chamber will continue to build relationships with those organizations to make the City of San  Luis Obispo a top‐ of‐mind choice for those trips.      Digitally   Primary targets include influential lifestyle, outdoors and family centric outlets with long‐term,  loyal and engaged audiences that are in line with San Luis Obispo’s focused messaging efforts.  The Chamber will proactively connect with digital outlets and collaborate with the city’s social  marketing partners for a seamless digital experience.     Locally  The Chamber will proactively seek ways of working with other organizations to both cross  market through public relations initiatives as well as building strategic alliances to promote the  city. In the upcoming year we are excited to deepen our collaboration with local events and  organizations that contribute to the city’s cultural vibrancy.              March 2017  10 Scope of work  The scope of work within this proposal includes:   Proactively pitching story ideas on a monthly basis to national, regional and online  media as well as travel and lifestyle bloggers   Writing press releases throughout the year and distributing through all channels utilizing  an online media management tool   Hosting travel writers on individual trips throughout the year    Fulfilling all media requests that are received   Proactively tying in with Visit California’s public relations efforts to enhance visibility   Access to image and video library for Chamber‐executed public relations work   Promoting San Luis Obispo as the perfect destination for target audiences   Participation in and pitching of City coordinated special promotions    Increasing proactive outreach through up to three activations of:  o Digital FAM trip (2‐3 days, 3‐5 writers)  o Out‐of‐area promotional trips (possible opportunities include partnerships with  strategic partners such as SLO Wine as well as sponsored events such as Bacon  and Barrels). Lodging expenses would be covered by the city, similar to  tradeshows.    Enhanced media presence for up to four significant TIBD‐supported events  o Promoting the event in a way that ties the destination and event together  o Meeting in‐person, or by phone with events to sync messaging  o Pitching and hosting event‐specific writers  o Working with event organizers to host select writers that are being brought to  the area by the event. Writers will be vetted to make sure that their audience  and tone are beneficial to SLO city tourism before being hosted.   Working in coordination with TBID marketing agencies in order to achieve  comprehensive marketing plan and increase brand awareness across all platforms    $85,000 a year for PR Services per year for two years, jointly funded by the TBID and PCC  In 2016‐17, the TBID funded 60% and the PCC funder 40% of the contract                                    March 2017  11 Summary     Guest Services $42,000    Public Relations Services for 2017‐19 $42,500 a year*  $85,000, jointly funded by the TBID and PCC      Media Monitoring Services $4,200*  $8,400, jointly funded by the TBID and PCC         *if shared 50/50 between the TBID and PCC    University Facts & FiguresEnrollment – 21,900Undergrad – 20,960Grad Students – 940Alumni– 170,000Living in California – 140,000Living out of state – 30,000College Sports Fan DemographicsSex:  37% Female        63% MaleAge:  11% 18‐24 18% 25‐34 18% 35‐4417% 45‐54 15% 55‐64 21% 65+Race: 73% White 9% African Am.   7% Asian  11% OtherIncome:  33% $100K+14% $75K‐$99K12% $50 ‐$74K41% $0 ‐$49KFamily:  40% One or more childrenMarried:  53% MarriedHome Owner:      63% own their residencePlease note: A fan is a Central Coast area adult 18+ who has watched listened or attended a Cal Poly Athletics event in the past 12 months. Nielsen Scarborough Research, Los Angeles DMA, 2015 Exclusivity •Exclusive hotel industry sponsor of Cal Poly Athletics with the exception of one ocean front hotel to be used for football recruits•TBID will be the only lodging properties permitted to use the Cal Poly Mustangs logo or marks.•TBID will be given the title of Official Lodging Sponsor of Cal Poly Athletics.•TBID will be the only lodging properties to receive a comprehensive list of all coaches and travel coordinators for teams visiting Cal Poly each season.•Cal Poly Athletics and TBID will work together to create a direct mail campaign directing visiting coaches to TBID website/lodging properties•E‐mail blast to all parents and students pitching City of San Luis Obispo TBID properties as the place to stay for all parents weekends. MOTT Athletic Center Signage•Two (2) NBA Style scrolling LED boards have replaced the back‐lit signs that existed at courtside in previous seasons.  Putting our contracted partners in a low numbered highly visible dynamic rotation•Increase visibility at Mott Athletic Center during Men’s/Women’s Basketball, Volleyball and Wrestling events through courtside LED signageDigital Signage •Premium Scoreboard Signage at Spanos Stadium•Permanent Wall Signage up at Mott Athletics Center for men’s basketball, women’s basketball, volleyball and wrestlingVideoboard and Permanent Wall Signage Outfield Wall SignageBaggett and Janssen Stadium Outfield Wall Signage•8 x 16 Outfield Wall Sign along the outfield wall at Baggett Stadium•6 x 16 Outfield Wall Sign at Janssen Field•Scoreboard signage at Janssen Field•The Outfield Fence has the popular look & feel of MLB stadiums providing branding opportunities that are regularly picked up be covering media Print AdvertisingCreate comprehensive print advertising in our sports programs which are sold at each athletic event.•Full Page Ad in Football Program Your participation as a partner of Cal Poly Athletics & Mustang Sports Properties will include 8 season tickets to all Cal Poly Athletics Events along with the below hospitality access.•Skybox/Suite for one regular season home men’s and women’s basketball gameThe Stampede Club is the heart &  soul of Cal PolyAthletics. Stampede Club gifts help support funding to 500+ student‐athletes.•SPANOS STADIUM PRE GAME TAILGATING•STAMPEDE CLUB PRE GAME BBQ•MOTT ATHLETIC CENT PRE GAME STAMPEDE CORRAL•KRUKOW’S CLUBHOUSE PRE GAME & IN GAME ACCESSSeason Tickets & Hospitality Naming Rights•Naming rights for Cal Poly Softball Classic –Share SLO Mustang Classic•Naming rights for Cal Poly Women’s Basketball Thanksgiving Holiday Tournament –Share SLO Holiday Tournament•Naming rights for Cal Poly Share SLO Track and Field Invitational  SMS/MOBILE DISPLAYPresenting Sponsor of six baseball games per seasonTBID will receive the opportunity to throw out the first pitch, PA reads, a block of tickets and tabling for each designated game as presenting sponsor.Presenting Sponsor ESPN RADIO 1280•The Central Coasts Sports Leader•Cal Poly Flagship StationCOACHES RADIO SHOWS•Tim Walsh Radio Show•Joe Callero Radio Show•Larry Lee Radio Show•Two :30 Commercials during Cal Poly Coaches Show•Four :30 Commercials at all regular season Men’s Basketball•Four : 30 Commercials at all regular season baseball games•Six: 30 Commercials at all regular season football games ESPN Radio Broadcast E‐Mail MarketingEMAIL BLASTS•Four email blasts per year  through Cal Poly Alumni Association•Email blast to all corporate sponsors pitching City of San Luis Obispo TBID properties as the place to stay for business travel•Logo and link on gopoly.com New Sponsor Assets•New script for PA reads at all football, basketball and baseball regular season awaygames•Provide Info on visiting team guide•Surveying teams that have stayed in San Luis Obispo in the last year.•Two (2) week long social media campaigns on the Cal Poly Athletics facebook page•Baseball Outfield banner placement moved towards prime location in centerfield.•Stay page on gopoly.com InvestmentNET INVESTMENT LEVEL:•2017‐18 $  35,000 plus 605 rooms •2018‐19 $  35,000 plus 605 rooms•2019‐20          $  35,000 plus 605 rooms Annual Marketing Campaign July 2017-2018 SLO Wine Country Association SLO Wine Country represents 34 wineries throughout the Edna Valley AVA, Arroyo Grande AVA, and surrounding growing areas including Pismo, Avila, and Cambria. Our focus is to promote and market our wine region to regional and national consumers, trade and media contacts, and travel industry partners. We are a non-profit 501 C6 organization. SLO Wine Country has maintained a dynamic partnership with the City of SLO and its lodging group since 2014. Over the past two years, we have delivered a myriad of public relations, media, marketing and referral opportunities through SLO Wine Country including: -Membership referrals, online promotion through website, e-newsletter and social media marketing -Marketing/advertising through SLO Wine County brochure, website and events -Public Relations/Media/Wine Writer hosting in San Luis Obispo City -Roadshow opportunities San Luis Obispo Wine Country channels wine enthusiasts from all over the world. Our key demographic and geographic targets for visitation include Los Angeles, Bay Area/San Jose, and San Diego. Additional out of CA markets include Arizona, with new potential flight markets in Seattle, WA and Denver, CO. San Luis Obispo City has benefitted as a major partner with SLO Wine and is currently the only co-branded entity having brochure placement at all SLO Wine Country co-op events and roadshows. SLO Wine Country recently featured SLO City promotion for Roll Out the Barrels, with SLO City brochure placement at the Seattle Wine & Food event last month. SLOwine.com has over 200,000 unique visitors each year, with over 30,000 visiting the “Stay” page section of our website. SLO Wine garners over 10,000 Facebook & Instagram followers with a high level of engagement with unique posting each week. We are continuing this promotion with an annual branding campaign, and have invested additional marketing dollars to promote SLO Wine Country through digital and social media marketing. Through our roadshow participation, SLO Wine Country integrated into SLO City booth at Bacon and Barrels in San Diego, CA and provided staff at the event to pour and represent wines. Additionally, SLO Wine and SLO City hosted an integrated marketing experience at LA Magazine’s The Food Event, where we captured new followers and hosted an “Art Bar” experience at the event. As we continue to co-brand the City of San Luis Obispo with SLO Wine Country, we have brainstormed additional opportunities to build onto our robust marketing partnership and will continue to research new opportunities to drive destination marketing awareness. As the largest partnering entity for SLO Wine Country, we will continue to offer benefits for all SLO City Lodging partners to take advantage of. Below are benefits SLOWCA is seeking funding for: 1. Membership & Marketing Benefits: All SLO City lodging partners will continue associate membership to SLO Wine Country at discounted rate (less than $200 annually per lodging partner). Benefits include: a. Invitation to SLO Wine Country’s Annual Associate Member BBQ (July) and membership mixers (4 per year) b. 10% off of ad space in SLO Wine’s popular “San Luis Obispo Wine Country Guide” for all individual properties c. Website branding i. Listing under associate members & “Stay” Section ii. Website banner advertising (annually)—3 banner ads and placement on 5 pages each month iii. Prominent logo placement online iv. NEW: Additional build-out of all lodging partners integrated into San Luis Obispo “Stay” page which will include images, addresses and direct links to all SLO City lodging. d. Event Tickets – 30 complimentary tickets to: i. Roll Out the Barrels & Harvest On the Coast e. E-Newsletter: i. Logo placement in newsletter throughout the year ii. Featured editorial, story and event placement annually in all e-newsletters (consumer, winery, associate member) iii. Additional member placement for deals/offerings into e-newsletters Funding Requested: $6,000/annually 2. NEW: Sip In SLO Tasting Pass Integration: a. Integration and promotion of SLO City Lodging off-season deals during the months of November-December with SLO Wine “Sip In SLO” Tasting pass promotion b. SLO City lodging will have exclusive partnership to offer special hotel deals in the months of November-December Funding Requested: $2000 Annually 3. Visitor Guide/Program Full Page advertisements and listing placement: a. Free full page advertisement in SLO Wine Country Visitors Guide b. Free listing in Visitors Guide c. Free full page advertisement in Harvest on the Coast Auction program d. 50,000 Maps printed with distribution in Monterey, Santa Barbara, Ventura, San Luis Obispo County Funding Requested: $2000/annually 4. PR/Media Hosting: SLO TBID funding to cover hotel costs for media and wine journalists. This would cover nightly stays and additional hosting expenses for wine media/travel journalists who would be covering SLO Wine Country and the City of San Luis Obispo. This is an increase in the amount we have budgeted for in the past as we have are aiming to bring additional journalists this year from outside California and have added additional cost into our budget to fly journalists out. This is the first time SLO Wine Country has had additional funds to cover flight expenses. Aadditional funding in this category will allow for more journalists to be hosted in San Luis Obispo. We have had continued success in acquiring journalists from large publications and have had past coverage in the Chicago Tribune (syndicated in over 20 additional markets), USA Today, and San Diego Union Tribune. Public relations has had the highest impact on building brand awareness for both San Luis Obispo City and SLO Wine Country. Lastly, SLO Wine will have a dedicated feature in each quarterly “SLO Wine Surf Report”, which covers all things new and exciting in SLO Wine Country, along with new and interesting features in SLO County. Past coverage has included: SLO Farmers market, Flour House Restaurant, Granada Hotel & Bistro, SLO Marathon, and Foremost Restaurant. Funding Requested: $3000 (Funding to be drawn on as needed throughout the year and would be directly paid to hotels hosting journalists) 5. Targeted Trade and Media Marketing: SLO TBID and SLO Wine Country to host “roadshows” to targeted regional CA cities to build brand awareness of wine country and SLO City destination. Partnership would include a sweepstakes giveaway to secure emails/lists and social media promotion during event. This was a new addition to last year’s partnership and SLO Wine/SLO City hosted a unique experience at LA Magazine’s “The Food Event”. Sponsor dollars covered some costs for the booth space. Additional $1000 in funding in this category would go towards hosting a “brand experience” with San Luis Obispo Wine Country. Example of this would be: Booth at L Magazine Food event w/ wine seminar placement during the weekend of activities or potential VIP tasting experience the night before the event at a location in Los Angeles. SLO Wine would co-op in with several winemakers to host panel or tasting event. Panel/dinner would tie in the San Luis Obispo experience (example: dinner featuring ingredients from our local farmers, wine panel featuring cheeses from local producers) Other potential roadshows options include: Aspen Food & Wine (w/new Denver direct flight). (Target: 1 Roadshow w/additional potential for seminar/presentation in tandem with event). Funding Requested: $8000 Annually TOTAL FUNDING REQUESTED: $21,000 TOTAL FUNDING TO SLO WINE: $18,000 We believe a partnership at this level will leverage both SLO Wine and the City’s efforts to brand SLO as the place to see, stay, eat/taste and explore when traveling to the Central Coast. Looking long-term, we believe this partnership will create top of mind awareness for wine enthusiasts when booking their stay in SLO County. While cross promoting SLO City lodging partners, SLO Wine is the perfect platform for creating symbiotic relationships as wine tasting becomes more of an integral part of our traveler’s SLO County experience. By continuing this partnership, SLO City will be included in all aspects of promotions and events. 2017-18 Campaign Production Hard Costs April 2017 BCA+Matchfire anticipates developing a new creative campaign in 2017-18, complete with new graphic design for print and digital advertisements, radio spots, videography and photography. The campaign development process will begin in July 2017, at which point your agencies will determine the level of production needed. As always, graphic design and copywritten elements will be covered under SLOTBID’s marketing budget, however any new radio, video or photography will incur hard vendor expenses. The new campaign will replace “It means something different here” -- which has been in use since October 2015 – in all applicable media placements. Videography $40,000 In line with SLOTBID’s spend on past videography production in 2015, to be completed in Fall 2017 for shoulder season launch. Photography $10,000 Specific photography for campaign creative. Radio Production $1200 Produce :30 second radio spots for use in new radio media buy, proposed in 2017 -18 Marketing Plan. Subtotal: $51,200 Less total set aside in proposed 2017-18 Marketing Plan budget: - $32,000 Remaining total to be funded: $19,200* *This estimate is approximate and may change following the development of 2017-18 creative campaign. The estimate is provided for the SLOTBID board’s consideration during the 2017-18 budget setting process.       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                                                                                  Tourism Business Improvement District Management Committee Meeting Minutes April 25, 2017 – 10:00 am City Hall – FIT Conference Room 990 Palm Street, San Luis Obispo PRESENT: LeBren Harris, Nipool Patel STAFF PRESENT: Molly Cano, Tourism Manager; Liesel Kuehl, Tourism Coordinator Call to order time: 10:03 am BUSINESS ITEMS 1. Marketing Agency Budget Discussion BCA and Matchfire presented budget reallocations for the marketing contract for the year 2017- 2018. These re-allocations included decreasing funds in digital media, increases in social media, SEM decreases and an increase in co-op opportunities. The contract with the marketing agencies and TBID is a total of $814,500, and any additional request in funds will be for a new lodging loyalty program and additional hard costs for a new campaign, which will be discussed at the May Board meeting. 2. Budget Allocations The committee began establishing budget allocations for the recommendation to the Board for the 2017-2018 budget. There were some additions to the budget, such as a CRM platform for staff to better manage and analyze data to improve communications, expanded STR reports, and attendance in an additional trade show. 3. Consideration of IPW participation co-cop with VSC Staff presented the opportunity to attend IPW, which has an expected overall cost of $8,100. After discussing the benefits of attending, the committee recommended staff to attend the show if it doesn’t put TBID in a deficit. Staff will research further to see if it fits within the budget and will take it to the Board. 4. Strategic Plan Initiatives The committee will continue to review and develop action plans for the strategic initiatives at the next meeting. 5. New Business Items a. Committee Discussion b. Future Agenda Items c. Next Meeting Date Meeting was adjourned at 11:38 pm. Tourism Business Improvement District Marketing Committee Meeting Minutes May 2, 2017 – 10:30 a.m. BCA – 711 Tank Farm Road, Suite 210 PRESENT: Patel-Mueller, Wilkins, Walker STAFF PRESENT: Molly Cano, Tourism Manager; Liesel Kuehl, Tourism Coordinator BUSINESS ITEMS 1. 2017-18 Draft Marketing Plan BCA and Matchfire presented the changes and enhancements to the 2017-18 marketing plan. The marketing plan includes targeting new geographic areas, such as Seattle and Denver, developing a new campaign that will roll out in the Fall, and producing 3-4 short videos a quarter. The marketing committee provided input and the agencies will prepare a final draft for review at the next committee meeting. 2. 2017-18 Draft Event Funding Application Review The committee reviewed the 2017-18 event promotion sponsorship application and had no changes to recommend. The committee will recommend that the Board approve and release the special events funding application at the next Board meeting. 3. Strategic Plan Initiatives Staff will provide a draft of the marketing committee’s assignments and action plans for individual review. Action plans will be reviewed and discussed at the next marketing committee meeting. 4. New Business  Committee Discussion  Future Agenda Items  Schedule Next Committee Meeting: Thursday, May 25th from 10:00am - 11:30am. Meeting was adjourned at 12:00 pm 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 - What’s New - Highway 1 Crisis Communication Update Since the closure of Highway 1 at Pfeiffer Canyon Bridge, VSC has been working to add clarity and consistency to the messaging around that closure, developing and distributing communication tools to partners both inside and outside the county. We continue to monitor the situation and to update the information we share, working to combat rumors or misinformation around the closure. We are also working to develop an ongoing communication plan to support the north coast region and mitigate impacts of the closure on our local tourism economy. VSC Holds Marketing Strategic Planning Retreat Visit SLO CAL hosted a day-long retreat with Marketing Committee members, local marketing agency representatives and our marketing agency-of-record, BCF, to collaborate and outline ideas for Visit SLO CAL’s marketing in the areas of paid media (including co-ops), owned media and content marketing, earned media/PR, partnerships and travel trade. This valuable discussion will guide the FY 17-18 marketing plan, which will be presented for approval by the Board in May 2017. VSC Pitches to Media in New York VSC represented SLO CAL’s destinations and tourism industry at the Visit California media event in New York City on Tuesday, March 21st. A total of 192 media representatives from broadcast, digital, magazine and newspaper publications RSVP’d for the event. VSC was able to meet with dozens of media, including Travel + Leisure, Fodor’s, Shermans Travel, NBC’s TODAY and others. VSC also conducted additional deskside visits with Conde Nast Traveler, The Rachel Ray Show & Magazine and Successful Meetings. Prior to the event, Visit California reiterated the importance of Highway 1 to California tourism, asking state partners to mention that this experience is still accessible and to report back on awareness and perception. Visit SLO CAL Activity Report, March 2017 Save the Date: 2017 Tourism Exchange is May 11 Mark your calendars for our 2017 Tourism Exchange, May 11, 2017 at the Embassy Suites. Don’t miss this opportunity to hear the latest industry intelligence and trends from guest speakers, learn from tourism industry experts, network and share strategies with your peers. The Tourism Exchange will feature a state of the county tourism update, along with speakers from Visit California, Smith Travel Research and Forbes Travel, as well as a social media influencer panel. For more details, visit http://bit.ly/vsc-tourism-exchange. VSC Heads to Seattle for Market Visit On March 24 & 25, Visit SLO CAL attended the largest food and wine show on the West Coast, Taste Washington. While at the event, VSC’s VP of Marketing, Brooke Burnham collaborated with Visit Seattle on current and future cross-promotions, as well as to assess opportunities for an additional SAVOR on the Road activation in 2018. The event features over 240 wineries, celebrity chef demonstrations, and sees thousands of consumers over multiple days. Burnham also engaged in media and influencer outreach during this Seattle visit. Adventure Cow Wins Award! Congratulations to Adventure Cow on taking home a bronze at the American Advertising Federation Awards Coastal California competition! Kudos to all involved with this video project. 0 - Trending - Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000. Featured in Delta Sky (Japan): Morro Bay (left); and on VisitCalifornia.com: Barrelhouse Brewing (right). Media • VCA: How You Can Visit Big Sur During the Bridge Rebuild http://bit.ly/2nZQMqU • Delta Sky: California (print, in-flight magazine; Japanese) • The Bay Area Reporter: SLO shows visitors how to get happy http://bit.ly/2nZZN36 • Peter Greenberg: 10 animals your kids should meet http://bit.ly/2oX0eJg • Telegraph (UK): The 10 happiest cities in America http://bit.ly/2nUHOte Public Relations • VSC Denver Media Desksides: April 19-20 • Visit California San Francisco Media Reception: May 16 Travel Trade • Visit California China Sales Mission: April 10-14 • Black Diamond UK/Ireland Sales Mission: April 24-28 • VRMA Western Region: May 8-9 (Anaheim) • US Travel Association’s IPW: June 3-7 (Washington D.C.) Film Commission • Association of Film Commissioners International Event: April 6-8 (Burbank) • FLICS Film in CA Event: May 20 (Los Angeles) Travel Trade Update On March 9, Visit SLO CAL Director of Travel Trade Michael Wambolt headed to San Francisco for MPI Northern California, where he showcased SLO CAL to Bay Area meeting planners. This is an annual co-op opportunity, so be sure to reach out to Michael at Michael@SLOCAL.com for information on next year’s event. On March 20-23, Michael attended MPI Sacramento/Sierra, where he met primarily with association and government meeting planners. He then headed to San Jose on March 23-24 for Connect CA, where he met with 17 qualified meeting planners, including corporate, association, incentive and conference planners. VCA Highlights SLO CAL Through Several Posts SLO CAL received great exposure through several Visit California (VCA) feature articles over the last two months, highlighting some of the county’s top culinary and coastal attractions. VCA is scheduled to release even more posts over the coming weeks. This media attention is indicative of the close relationship VSC has forged with VCA over the last two years. Linked here are a couple examples: http://bit.ly/2nLrJnY • http://bit.ly/2nSS1FD VISIT SLO CAL WEB ACTIVITY VISITS: 410,064 UNIQUE VISITORS: 207,036 PAGE VIEWS: 572,584 AVG. PAGE VIEWS/VISIT: 1.40 AVG. TIME ON SITE: 1:02 TOTAL ORGANIC TRAFFIC: 26,398 % OF ORGANIC: 9% MOBILE VISITS: 361,798 MOST VISITED EVENT PAGE: MORRO BAY CITY-WIDE GARAGE SALE (244 VIEWS) TOTAL BLOG VISITS: 79,976 MOST SHARED BLOG: WHERE TO FIND WILDFLOWERS IN SLO CAL THIS SPRING (229 SHARES) VISIT SLO CAL SOCIAL MEDIA ACTIVITY FACEBOOK LIKES: 19,431 NEW: 1,126 TOT. IMPRESSIONS: 7.8M HIGHEST ENGAGEMENT: UNITED AIRLINES WILL OFFER NONSTOP SERVICE BETWEEN SBP AND DEN INTERNATIONAL AIRPORT. (284 ENGAGEMENTS) MOST REACTIONS: UNITED AIRLINES WILL OFFER NONSTOP SERVICE BETWEEN SBP AND DEN INTERNATIONAL AIRPORT. (158 REACTIONS) FOLLOWERS NEW TWITTER: 6,977 74 38.5K IMPRESSIONS TWEETS: 7,105 PINTEREST: 695 4 PINS: 802 INSTAGRAM: 10K 1.2K POSTS: 1,012 VISITOR GUIDE DIST. WEB DOWNLOADS: 150 GUIDES DISTRIBUTED: 1,289 TOTAL: 1,439 THIS MONTH IN SLO CAL SUBSCRIBERS 35,860 OPENS: 5,429 CLICK-THROUGHS: 649 THIS WEEK IN SLO CAL CIRCULATION: 876 MOST CLICKED LINK: California February 2017 vs February 2016 Lodging Statistics (STR, Inc.) Monterey/Salinas Santa Barbara/Santa Maria Date: April 6, 2017 Client: Visit San Luis Obispo County Dates: March 2017 Executive Overview SEO Activities Completed Last Month: * Monthly SEO strategy call and report. * Google Analytics check. No unusual activity noted. * Crawl error review and correction. * Quarterly duplicate content scan; none found. * Quarterly broken link scan; 10 fixed. * Optimized batch of blog posts. * Quarterly spell-check scan and correction. * Put together Summit SEO slide deck. * Research for navigation naming for new site. Organic Traffic Overview: Organic sessions increased 20% over last year. Some high-traffic pages with the best year-over-year organic growth were: Sam Simeon by 162%, Paso Robles by 605%, Pismo Beach by 472%, and Morro Bay by 353%. Other Notes: * Total sessions increased by 961%, users increased by 537% and pageviews increased by 429%. * The Blog home page received 259 pageviews last month. * The entire blog received 79,976 pageviews last month. Industry Averages Engagement Metrics Industry Average Your Website % Difference Total Pages Per Visit:2.33 1.40 -66.87% Total Average Visit Duration:0:02:06 0:01:02 -103.15% Total Bounce Rate:54.70%82.54%33.73% Organic Pages Per Visit:2.32 2.83 17.96% Organic Average Visit Duration:0:02:06 0:02:06 0.30% Organic Bounce Rate:53.35%47.83%-11.53% SEO Overview Page 2 of 20 Date: April 6, 2017 Client: Visit San Luis Obispo County Date Range: October 1, 2016 - March 31, 2017 Total Traffic Overview: Oct Nov Dec Jan Feb Mar Visits:40,780 39,981 47,186 169,053 319,761 410,064 Unique Visitors:33,806 32,866 37,616 114,725 198,300 207,036 Bounce Rate:50%46%46%77%84%83% Pageviews:122,415 129,763 147,724 290,378 444,105 572,584 Avg Pageviews Per Visit:3.00 3.25 3.13 1.72 1.39 1.40 Avg Time on Site:0:02:13 0:02:30 0:02:30 0:01:21 0:00:54 0:01:02 Total Organic Search Traffic:33,020 31,774 36,317 34,513 26,398 35,934 % of Traffic Organic Search:81%79%77%20%8%9% Entry Pages From Search:1,903 1,789 1,703 1,803 1,846 1,659 VisitSLOCounty Visits:84 71 53 201 1 0 VisitSLOCounty Bounce Rate:40%55%40%56%100%0% Mobile/Tablet SnapShot: Oct Nov Dec Jan Feb Mar Visits:24,723 23,531 30,008 138,355 274,931 361,798 % of visits 61%59%64%82%86%88% Bounce Rate:53%49%48%82%86%84% Pageviews: 65,112 68,937 85,929 198,783 355,074 472,630 Avg Time on Site:0:01:53 0:02:07 0:02:08 0:01:07 0:00:51 0:01:01 0 100,000 200,000 300,000 400,000 500,000 Oct Nov Dec Jan Feb Mar Total Visits Comparison Prior Year This Year 57.80% 8.36% 8.26% 1.87% 23.68% Traffic Sources Direct (Other) Organic Search Paid Search Referral 0 8,000 16,000 24,000 32,000 Oct Nov Dec Jan Feb Mar Mobile/Tablet Visits Prior Year This Year Page 3 of 20 Date: April 6, 2017 Client: Visit San Luis Obispo County Date Range: March 1 - 31, 2017 Organic Traffic % of Total Site Traffic Visits 35,934 8.76% Organic Engagement Compared to Site Engagement Pageviews Per Visit 2.83 102.53% Avg. Time on Site 0:02:06 103.75% New Visits 78.59%79.19% Bounce Rate 47.83%-42.04% Search Engine Visits Percent google 33,784 94.02% yahoo 1,193 3.32% bing 924 2.57% aol 11 0.03% ask 8 0.02% baidu 3 0.01% Exact Keyword Visits Percent Landing Page Visits Percent (not provided)35,399 98.51%/events 4,902 13.64% san luis obispo 25 0.07%/3,065 8.53% san luis obispo events 18 0.05%/community/pismo-beach 1,137 3.16% san luis obispo ca 13 0.04%/community/morro-bay 1,126 3.13% san luis obispo california 9 0.03%/our-area 894 2.49% san luis obispo county 9 0.03%/community/paso-robles 769 2.14% coastal escapes inc. cambria ca 8 0.02%/profile/402/lake-lopez-recreation-area 617 1.72% events in san luis obispo 8 0.02%/activities/pismo-beach 515 1.43% slo restaurant month 6 0.02%/community/san-simeon 467 1.30% highway one discovery route 5 0.01%/events?page=1 467 1.30% Organic Search Traffic: 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Oct Nov Dec Jan Feb Mar Organic Visits Comparison Prior Year Current Year Page 4 of 20 Date: April 6, 2017 Client: Visit San Luis Obispo County Date Range: March 1 - 31, 2017 Demographics & Interests Affinity Categories: Top 10 Affinity Categories Visits Mobile Enthusiasts 122,603 Movie Lovers 117,684 News Junkies/Entertainment & Celebrity News Junkies 111,917 Shoppers/Shopaholics 102,377 TV Lovers 98,249 Travel Buffs 97,504 Technophiles 96,864 Home Decor Enthusiasts 87,979 News Junkies 78,425 News Junkies/Political News Junkies 76,495 Other Categories: Top 10 Categories Visits News/Weather 76,713 Arts & Entertainment/Celebrities & Entertainment News 65,512 Internet & Telecom/Service Providers/Phone Service Providers 56,381 Arts & Entertainment/TV & Video/Online Video 32,821 Internet & Telecom/Mobile & Wireless/Mobile Phones 30,053 Jobs & Education/Education/Colleges & Universities 29,510 News/Sports News 26,287 Internet & Telecom/Mobile & Wireless/Mobile Phones/Smart Phones 25,690 Autos & Vehicles/Motor Vehicles (By Type)25,392 Food & Drink/Cooking & Recipes 24,073 Affinity Categories broaden the scope to identify users in terms of lifestyle; for example, Technophiles, Sports Fans, and Cooking Enthusiasts. These categories are defined in a similar way to TV audiences, and represent an opportunity to understand the behavior of your audience. Other Categories are used to classify groups of users based on the specific content they consume, along with how recently and frequently they consume that content. This category data provides a more focused view of your users, and lets you analyze behavior more narrowly than Affinity Categories. * Per Google 6.01% 11.91% 11.33% 6.54% 4.13% 2.06% 7.17% 14.70% 18.11% 10.28% 5.07% 2.70% 18-24 25-34 35-44 45-54 55-64 65+ Age Group by Gender Male Female Page 5 of 20 Date: April 6, 2017 Client: Visit San Luis Obispo County Date Range: March 1 - 31, 2017 Top Content:Geographic: Top Landing Pages Entrances /activities/all/beaches?page=all 43,718 /lodging/all/retreat_camps_and_rvs 41,946 /activities/all/surfing 41,143 /wine-country 39,975/activities/search?search=true&categories[0]=air_adventures& categories[1]=atvs&categories[2]=beaches&categories[3]=bikin 39,085/dining/search?categories[0]=breakfast&categories[1]=brunch &categories[2]=lunch&categories[3]=dinner&categories[4]=nig 38,898/activities/search?search=true&categories[0]=art_galleries&cat egories[1]=performing_arts&categories[2]=childrens_museum 37,551 /just-your-speed/15,882/blog/938/101-ways-to-experience-san-luis-obispo-county- in-2017 12,494 /blog/953/family-time-is-always-play-time-in-slo-cal 7,042 Top Content Pages Pageviews /activities/all/beaches?page=all 51,849 /lodging/all/retreat_camps_and_rvs 50,974 /activities/all/surfing 48,666 /wine-country 47,696/dining/search?categories[0]=breakfast&categories[1]=brunch &categories[2]=lunch&categories[3]=dinner&categories[4]=nig 46,451/activities/search?search=true&categories[0]=air_adventures& categories[1]=atvs&categories[2]=beaches&categories[3]=bikin 46,417/activities/search?search=true&categories[0]=art_galleries&cat egories[1]=performing_arts&categories[2]=childrens_museum 45,711 /just-your-speed/16,757/blog/938/101-ways-to-experience-san-luis-obispo-county- in-2017 13,893 /9,196 Top Exit Pages Exits /activities/all/beaches?page=all 43,115 /lodging/all/retreat_camps_and_rvs 41,713 /activities/all/surfing 40,539 /wine-country 40,129 /activities/search?search=true&categories[0]=air_adventures&categories[1]=atvs&categories[2]=beaches&categories[3]=biking&categories[4]=bird_watching&categories[5]=equestrian_activities&categories[6]=farm_and_ag_tourism&categories[7]=farmers_market&categories[8]=fishing&categories[9]=gardens&categories[10]=golf&categories[11]=hiking&categories[12]=kayaking&categories[13]=lakes&categories[14]=mountain_biking&categories[15]=parks&categories[16]=stewardship&categories[17]=surfing&categories[18]=water_activities38,438 /dining/search?categories[0]=breakfast&categories[1]=brunch&categories[2]=lunch&categories[3]=dinner&categories[4]=nightlife&search=true38,418 /activities/search?search=true&categories[0]=art_galleries&categories[1]=performing_arts&categories[2]=childrens_museums&categories[3]=historic_buildings&categories[4]=missions&categories[5]=museums&page=all37,398 /just-your-speed/15,880 /blog/938/101-ways-to-experience-san-luis-obispo-county-in-2017 11,814 /blog/953/family-time-is-always-play-time-in-slo-cal 6,512 18% 8% 8% 6% 4% 3% 2% 2% 2% 1% 47% Top Cities Los Angeles San Francisco Seattle Phoenix San Diego San Jose Santa Ana Tacoma Anaheim Las Vegas Other 56.5% 16.2% 10.2% 9.6% 1.3% 1.1% 1.0% 0.9% 0.5% 0.4% 2.2% Top States California Washington Arizona Nevada Texas New York New Jersey 32.37% 17.77% 17.42% 11.03% 5.50% 3.26% 2.25% 1.71% 1.14% 1.10% 6.46% Top Metros Los Angeles CA San Francisco-Oakland-San Jose CA Seattle-Tacoma WA Phoenix AZ San Diego CA Santa Barbara-Santa Maria-San Luis Obispo CA New York NY Las Vegas NV Sacramento-Stockton-Modesto CA Washington DC (Hagerstown MD) Other Page 6 of 20 Date: April 6, 2017 Client: Visit San Luis Obispo County Date Range: March 1 - 31, 2017 In-MarketVs Visitor: 5,035 0 5,000 10,000 15,000 20,000 25,000 In-Market Out of Market Desktop Visits 5,171 357,597 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 In-Market Out of Market Mobile/Tablet Visits 89.35% 10.65% 98.57% 1.43% Page 7 of 20