HomeMy WebLinkAbout07-05-2017 Item 06 - 2017-18 Community Promotions Program - Tourism Business Improvement District (TBID) & Promotional Coordinating Committee (PCC) Meeting Date: 7/5/2017
FROM: Derek Johnson, Assistant City Manager
Prepared By: Molly Cano, Tourism Manager
SUBJECT: 2017-18 COMMUNITY PROMOTIONS PROGRAM – TBID & PCC
RECOMMENDATION
As recommended by the Tourism Business Improvement District (TBID) Board and the
Promotional Coordinating Committee (PCC):
1. Authorize the City Manager to enter into various contracts and program expenditures for
the Tourism Business Improvement District (TBID) not to exceed the 2017-18 program
budget of $1,340,345 based on the recommendations by the TBID Board.
a. This includes the addendum to the first two-year extension of the contract with
BCA and Matchfire (formerly Studio Good) for marketing services in the amount
of $19,200; and
2. Authorize the City Manager to enter into contracts utilizing the TBID Fund un-
appropriated fund balance from the 2016-17 fiscal year, following the completion of the
city’s financial statements audit, for tourism marketing expenditures in 2017-18 based on
the recommendations by the TBID Board; and
3. Authorize the City Manager to enter into contracts utilizing the TBID Fund Reserve of
$100,000 for tourism marketing expenditures in 2017-18 based on the recommendations
by the TBID Board; and
4. Authorize the City Manager to enter into various contracts and program expenditures for
Community Promotions not to exceed the 2017-18 program budget of $404,688 based on
the recommendations by the Promotional Coordinating Committee (PCC).
a. This includes the 2017-18 Grants-in-Aid (GIA) allocations in the amount of
$100,000 and authorization to execute individual agreements with each grant
recipient.
b. This includes the second one-year term renewal of the contract with Solve
(formerly FreshBuzz) for promotional services in the amount of $30,000; and
5. Adopt the strategic planning report prepared by the Promotional Coordinating Committee
for implementation starting in fiscal year 2017-18.
REPORT-IN-BRIEF
The City’s Community Promotions program is comprised of the Tourism Business Improvement
District Board and the Promotional Coordinating Committee. While these advisory bodies have
separate program functions and budgets, together they both work to promote San Luis Obispo
locally, regionally, nationally and internationally.
After thorough review and consideration beginning in January, the TBID Board has identified
the following program priorities and budget allocations for the focus of the TBID marketing
efforts in fiscal year 2017-18. In addition to expanded involvement in various tradeshows and
sales efforts in 2017-18, attendance at industry conferences, and additional partnerships,
marketing and promotional initiatives – the TBID Board has prioritized these items:
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• Strategic Partnerships: Chamber of Commerce for Guest Services & two-year Public
Relations contract, annual SLO Wine Country Association partnership, and a three-year
partnership with Learfield/Mustang Sports Properties for Cal Poly Athletics.
• Additions to the existing Marketing Services Contract: including funding for the
development of the new marketing campaign.
• General Event Promotions: including the sponsorship of community events with a focus
to attract visitors to San Luis Obispo.
Over the course of the past year, the PCC has developed a Strategic Planning Report to identify
work functions and committee focus. This document will be a roadmap for the committee for
their decisions and they will continue to revise the report when needed. With this plan in mind,
the PCC identified the following program priorities and budget allocations for the focus of the
community promotions efforts in fiscal year 2017-18.
• SLO Happenings Program: continue to utilize the promotional services of the agency on
record Solve for the marketing of the app and utilize GFL Technologies for the
maintenance of the app.
• Chamber of Commerce Contract Services: two-year agreement for Visitor Center
Operations, shared public relations services in partnership with the TBID for two years,
marketing and public relations support of the GIA recipients, and the production &
distribution of the city tear-off-maps
• General Event Promotions: sponsorship of community events with a focus to enhance the
quality of life for residents & visitor experience in coordination with the TBID.
The last major focus for the PCC is the Grants-In-Aid (GIA) program. After the competitive
review of the applications, the committee recommends the awarding of $100,000 collectively to
over 20 local non-profit organizations for the promotion of cultural, social and recreational
events held in the City of San Luis Obispo that will benefit residents and visitors.
DISCUSSION
Background
With the 2017-19 Financial Plan, the City Council approved the budget and defined the work
program for the Community Promotions program and the Tourism Business Improvement
District (TBID) (Attachment a - Council Action Update from June 20, 2017). Both programs are
overseen and administered by advisory bodies to the City Council. The PCC makes
recommendations regarding the use of Community Promotions funding and the TBID Board
recommends the use of the TBID assessment. Both advisory bodies developed a budget and
work program for the 2017-19 Financial Plan, and thus established recommendations for use of
funding in 2017-18 with respective contract considerations.
Tourism Business Improvement District
The TBID began their program development and budget allocation process in January, when the
TBID’s Marketing and Management committees began discussing the goals, priorities and
direction for the 2017-18 TBID programs. During this process, the TBID Board communicated
the importance of continuing to align the budget direction, program priorities and funding
commitments with the fulfillment of the TBID’s five-year strategic clarity plan imperatives.
During fiscal year 2016-17, the TBID Board preformed a mid-plan review and created an
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updated plan with revised initiatives to further develop the tourism program. The complete TBID
strategic clarity plan including the updated document is available for review as a Council
Reading File.
The TBID strategic initiatives are to:
• Deliver smart growth.
• Develop the SLO brand.
• Build meaningful partnerships.
• Contribute to an unforgettable SLO experience.
• Ensure organizational excellence.
Strategic Partnerships
Strategic partnership proposals were received from the San Luis Obispo Chamber of Commerce,
SLO Wine Country Association, and Learfield/Mustang Sports Properties representing Cal Poly
Athletics. The full proposals can be reviewed in the Council Reading File.
In the budget deliberation, the TBID Board, with the recommendation from the Management
Committee, considered all activity and program commitments including: strategic partnerships
and contracts, marketing and advertising, events promotions, tradeshow, tourism organization
and research, and support. Based on the content of the annual proposals and the recommendation
from the Management Committee, the TBID Board recommends that Council authorize the City
Manager to enter into separate contracts with the following organizations for the specified
programs (Attachment b - TBID Minutes, May 10, 2017):
1. SLO Chamber of Commerce: The Board recommends full funding of proposal for Guest
Services including: the continuation of the phone & availability service and the Special
Promotions support service in the amount of $42,000. In addition, the committee
recommended the continuation of the TBID’s partnership with PCC for the public
relations services. The investment into this program directly supports the TBID’s
strategic initiative to develop the SLO brand and is an efficient approach to partner with
the PCC which maximizes the contract scope and reduces duplication of efforts. The
Board recommends that the TBID maintain funding up to 60% of the two-year Public
Relations service agreement at $51,000 each year and fully cover the media mo nitoring
service at the fee of $8,400 annually.
2. SLO Wine Country Association: The Board recommends funding the partnership
proposal with SLO Wine at the amount of $21,000. The elements of partnership to be
funded would be: Membership & Marketing Benefits at $6,000; Sip in SLO tasting pass
integration at $2,000; Visitor Guide and Program advertising at $2,000; PR/Media
Hosting as presented but managed by staff and funded at $3,000; and targeted Trade and
Media Marketing at $8,000. For the Trade and Media Marketing piece, the TBID’s
Marketing Committee will weigh in and approve the selection of the roadshow activation.
3. Learfield/Mustang Sports Properties for Cal Poly Athletics: The Board recommends
renewing the partnership with Learfield/Mustang Sports Properties for Cal Poly Athletics
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for an additional three-year commitment with an annual sponsorship fee of $35,000 plus
605 complimentary rooms, to be purchased through the TBID not to exceed $60,500, for
a total package of $95,500. Through the previous partnership, the Board established a
reimbursement schedule that allocates a specific amount ($100 inclusive) paid per room/
per night. This agreement will continue the exclusivity of San Luis Obispo lodging for all
events and teams connected to Cal Poly Athletics with one exception. The football team
will continue to lodge its recruits at an oceanfront property in Pismo Beach due to the
capacity of San Luis Obispo hotels individually and the requirements of the football
guests. In addition, through this agreement the TBID will partner with Cal Poly Alumni
Association and receive the opportunity to promote San Luis Obispo tourism to the over
80,000 active email addresses of alumni, most of who live within the TBID’s top target
markets of Los Angeles and the Bay Area. Staff is expected to continue to coordinate
between Cal Poly and the hotels. This will be the third renewal of the exclusive
partnership with Cal Poly Athletics.
Marketing Services Contract Addendum
The TBID is currently within the first two-year extension agreement with BCA and Matchfire for
marketing services. The base contract amount is $814,500 which includes all services and fees
associated with TBID marketing costs. In 2017-18, the TBID Board recommends amending the
current agreement to include the hard costs associated with the development of the new
marketing campaign in the amount of $19,200. These funds will go toward the creation of new
graphic design for print and digital advertisements, radio spots, videography and photography.
The new campaign, which is expected to launch in the fall of 2017, will replace the “It Means
Something Different Here” campaign which has been used since October 2015.
The complete marketing initiatives are outlined within the marketing plan that was presented at
the June 14, 2017 TBID Board meeting. The 2017-18 TBID Marketing Plan is available for
review as a Council Reading File.
Based on the recommendation from the Management Committee, the TBID Board recommends
that Council authorize the addendum of the contract with BCA and Matchfire for campaign
production hard costs in the amount of $19,200. (Attachment b - TBID Minutes, May 10, 2017)
General Event Promotions
In their programmatic approach and budget deliberation, both the TBID and the PCC invest i n
destination events in San Luis Obispo. In order to coordinate the effort, both advisory bodies
elected three members to serve on a joint Events Promotion Subcommittee that meets
semiannually entertain funding requests from events organizations. To be considered for joint
funding through the TBID and PCC, the event must meet both purposes: 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. In 2017-18, the TBID has allocated $117,000 to
sponsorship funding for events that meet the criteria of tourism promotion advantage to the City
of San Luis Obispo resulting in overnight stays at TBID lodging businesses.
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The remaining program funds are allocated to program expenses including: expanded
involvement in various tradeshows and sales efforts in 2017-18, attendance at industry
conferences, and additional partnerships, marketing and promotional initiatives. (Attachment c –
Line Item Budget Allocations).
Any un-appropriated fund balance from 2016-17 will be used for marketing programs in 2017-
18.
Promotional Coordinating Committee
The purpose of the PCC is to enhance the quality of life for residents of San Luis Obispo and to
enhance the quality of experience for visitors to San Luis Obispo. This mission was the guiding
force behind the budget consideration for the PCC. During the May 10, 2017 meeting, the PCC
finalized the 2017-18 budget allocations and continued programmatic approach for the SLO
Happenings program, Visitor Services, event promotions, and GIA funding. (Attachment c –
Line Item Budget Allocations; Attachment d – PCC Minutes May 10, 2017)
Strategic Planning Report
In fiscal year 2016-17, the PCC embarked on a strategic planning process to clarify and define
the program focus for the committee. The plan includes a practical vision for the community,
defines the current reality for the committee, and provides overarching strategies to guide the
committee work for the next three years. The focus of the process was to address how the
Promotional Coordinating Committee, (PCC) can be better positioned to improve and develop
projects to support the community, independently and in collaboration with the Tourism
Improvement Business District (TBID), and serve as an effective advisory body to City Council.
The three strategic directions were identified through the process:
1. Updating and maintaining current projects.
2. Creating and establishing new projects that are innovative and relevant to our
community.
3. Improving internal operations and processes more efficiently.
The committee used these strategic directions to develop the 2017-18 work programs and
priorities. (Attachment e– PCC Strategic Planning Report)
SLO Happenings Program
In fiscal year 2015-16, the PCC made a focused effort to refine the purpose of the SLO
Happening mobile app to benefit the needs of the residents by offering a consolidated local
events calendar application. The promotion of the app, the feature enhancements, and the
dedication to expand the content included within the app was done to further engage the
community in the cultural and recreational offering with the City. Over the course of the past two
years the enhancements made to the app have significantly increased the usership. Currently the
app has over 13,000 downloads and over 200 event listings.
Based on the success of the division of work for the SLO Happening program in the functions of
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technology management and program promotions, the PCC recommends continuing the
technology service agreement with GFL Technologies in the amount of $8,000 for the hosting
and maintenance of the SLO Happenings app. GFL is uniquely suited for this agreement as they
are the custom developers of the app and the maintenance can not be done efficiently by an
alternative vendor. In addition, the PCC has allocated $30,000 for the promotional plan and
services to Solve (formerly FreshBuzz Media) and recommends the approval of the second of
three one-year term extensions noted within their agreement for the contract services. The full
proposals can be reviewed in the Council Reading File.
Chamber of Commerce Contract Services
The PCC received a presentation from the Chamber of Commerce for the proposed on-going
contract services which include: Visitor Center Operations, shared public relations services in
partnership with the TBID, marketing and public relations support of the GIA recipients, and the
production of the city tear-off-maps. The Chamber requested an increase in contract funding for
the Visitor Center operations contract due to increased costs in operation and the addition of
services; increase in the production of the tear off maps for increased printing costs; and two -
year agreements for both Visitor Center Operations and Public Relations. The full proposals can
be reviewed in the Council Reading File.
During budget deliberations at the May 10, 2017 meeting, the Committee determined that it was
of high priority to maintain contract services with the Chamber of Commerce and decided to
fully fund and authorize all the proposals for the 2017-18 year including the establishment of
two-year agreements for the Visitor Center Operations and Public Relations Services.
(Attachment d – PCC Minutes May 10, 2017)
Grants-In-Aid (GIA)
In February of each year the PCC advertises the annual GIA process for the promotion of
cultural, social and recreational events held in the City of San Luis Obispo that will benefit
residents and visitors. Notices are placed on the City web site and in the Tribune to advertise the
availability of the grant funding application for local non-profit organizations. Additionally,
previous grant recipients are notified via email regarding the grant availability. The PCC
maintained their available budget for GIA awards at $100,000 and is recommending that full
amount in funding based on the application review process.
Grant Application and Evaluation and Process
The grant cycle was opened on February 1, 2017 and applications were due on March 17, 2017.
On February 8, 2017, the PCC’s GIA subcommittee held a mandatory meeting with all interested
organizations to introduce the grant funding criteria used during the evaluation process and
answers any questions from the applicants. At deadline for grant applicati on submittal, the City
had received 25 applications with a funding requests amounted to $179,803. GIA applications
can be reviewed in the Council Reading File.
The PCC’s GIA subcommittee met to review the applications, compare the requests to the grant
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criteria, and allocate funding accordingly. On May 17, 2017, the PCC held a public hearing with
all applicants to allow for presentation and discussion before the recommendation was forwarded
to the City Council for consideration and approval. There were ov er 15 application
representatives present at the meeting. The committee received 12 public comments from the
grant applicants and ultimately approved the recommendation for the 2017-18 GIA funding
allocations (Attachment f – PCC Minutes May 17, 2017; Attachment g- GIA Funding
Recommendations).
FISCAL IMPACT
The total amount currently budgeted in the 2017-19 Financial Plan for the TBID Fund for 2017-
18 is $1,340,345. The TBID fund balance at the end of fiscal year 2016-17 is estimated at
approximately $100,000 in access of $100,000 policy required fund reserve, bringing the
available TBID program budget to $1,440,345. The exact amount will not be known until the
City’s audited financials for 2016-17 will be substantially complete.
The total amount currently budgeted in the 2017-19 Financial Plan for the Community
Promotions Program is $404,688 in 2017-18. Within the 2017-18 budget, the PCC recommends
the total GIA event funding amount of $100,000 based on the application process and evaluation.
There is sufficient funding for the contracts as recommended by the two advisory bodies.
ALTERNATIVES
1. The Council could choose to fund the contracts at different levels or modify the scope of
services. The advisory bodies and staff do not recommend adjustments, as the proposed
contracts are the result of careful review, discussion, and negotiations between the
parties.
2. The Council could direct the advisory bodies and staff to release Request for Proposals
for all the services outlined. This is not recommended since the recommended contractors
are well positioned to execute the established work scope in a cohesive and economical
manner.
3. The Council could re-allocate funding provided through the GIA process. This is not
recommended as the PCC reviewed the applicati ons thoroughly and applied the funding
per the set criteria and expected benefit to the City’s residents and visitors.
AVAILABLE FOR REVIEW IN THE CITY CLERK’S OFFICE
A hard copy of the Grants in Aid applications is available for public review in the City Clerk’s
Office.
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Attachments:
a - 06-20-2017 Agenda Action Update
b - 05-10-2017 TBID minutes DRAFT
c - 2017-18 Line Item Budget Allocations
d - 05-10-2017 PCC Minutes DRAFT
e - PCC Strategic Planning Report
f - 05-17-2017 PCC Special Meeting Minutes DRAFT
g - GIA 2017-18 PCC Recommendations
h - Council Reading File - TBID Strategic Clarity Plan Update
i - Council Reading File - 2017-18 TBID Proposal Chamber of Commerce
j - Council Reading File - 2017-18 TBID Proposal SLO Wine
k - Council Reading File - 2017-20 TBID Proposal Cal Poly Athletics
l - Council Reading File - SLOTBID 2017–18 Marketing Plan
m - Council Reading File - 2017-18 PCC Proposal GFL SLO Happenings
n - Council Reading File - 2017-18 PCC Propsal SOLVE SLO Happenings
o - Council Reading File - 2017-18 PCC Proposal Chamber of Commerce
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Action Update
CITY OF SAN LUIS OBISPO CITY COUNCIL
Tuesday, June 20, 2017
Regular Meeting of the City of San Luis Obispo City Council
ROLL CALL
Present: Council Members Carlyn Christianson, Aaron Gomez, Andy Pease, Vice Mayor Dan
Rivoire, and Mayor Heidi Harmon
Absent: None.
Staff: Katie Lichtig, City Manager; Christine Dietrick, City Attorney; Derek Johnson, Assistant
City Manager; and Heather Goodwin, Deputy City Clerk
AGENDA ITEMS ACTION
CLOSED SESSION
A) CONFERENCE WITH LEGAL COUNSEL –EXISTING
LITIGATION
Paragraph (1) of subdivision (d) of Government Code § 54956.9
Name of case: Friends of 71 Palomar v. City Council of San Luis
Obispo, et al.; San Luis Obispo Superior Court Case No. 17CV-
0259
NO REPORTABLE
ACTION
PRESENTATIONS
1) PRESENTATION - POLICE DEPARTMENT
COMMENDATIONS /AWARD PINNING
PRESENTED
2) PROCLAMATION - SAN LUIS OBISPO MUSEUM OF ART PRESENTED
CONSENT CALENDAR
3) WAIVE READING IN FULL OF ALL RESOLUTIONS AND
ORDINANCES
APPROVED
(5-0)
4) MINUTES OF MARCH 28, 2017 APPROVED
(5-0)
5) REVISED 2016 WATER RESOURCES STATUS REPORT APPROVED
(5-0)
6) RESOLUTION EXTENDING THE DELEGATION OF
INVESTMENT AUTHORITY TO THE CITY TREASURER
THROUGH THE 2017-18 FISCAL YEAR
RESOLUTION 10809 (2017 SERIES)
ADOPTED
(5-0)
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Action Update – City of San Luis Obispo City Council Meeting of June 20, 2017 Page 2
7) APPROVAL OF THE FINAL MAP FOR TRACT 2928, 1321
OSOS STREET (TR 96-13)
RESOLUTION 10810 (2017 SERIES)
ADOPTED
(5-0)
8) RESOLUTION AUTHORIZING PETSAFE® BARK FOR
YOUR PARK™ GRANT PROGRAM APPLICATION
RESOLUTION 10811 (2017 SERIES)
ADOPTED
(5-0)
9) APPROVAL OF A REIMBURSEMENT AGREEMENT
WITH AMBIENT COMMUNITIES FOR OFFSITE AND
OVERSIZED PUBLIC IMPROVEMENTS ASSOCIATED
WITH ORCUTT AREA SPECIFIC PLAN DEVELOPMENT
PROJECTS
CONTINUED TO
AFTER ITEM 13
10) RESOLUTION AUTHORIZING THE COUNTY’S
COLLECTION OF FIRE AND LIFE SAFETY INSPECTION
FEES
RESOLUTION 10813 (2017 SERIES)
ADOPTED
(5-0)
11) MONTEREY/OSOS TRAFFIC SIGNAL INSTALLATION,
SPECIFICATION NO. 91377
APPROVED
(5-0)
12) APPROPRIATIONS LIMIT FOR 2017-18
RESOLUTION 10814 (2017 SERIES)
ADOPTED
(5-0)
PUBLIC HEARING ITEMS AND BUSINESS ITEMS
13) PUBLIC HEARING - ADOPTION OF 2017-19 FINANCIAL
PLAN AND 2017-18 BUDGET
RESOLUTION 10815 (2017 SERIES) – As Amended:
1. Amend the Major City Goals Work Program to eliminate the
Citizen Task Force on pg C1-37 of the Financial Plan;
include where appropriate as separate item or as amendment
to the existing work program number 2 on pg C1-38 of the
Financial Plan other options to engage the community to
achieve those goals including the following: create a
speakers’ bureau, establish a repository of information
available to the public, and/or hold community
meetings/workshops.
2. Amend the Major City Goals Work Program to include a new
section 13 to implement strategies to reduce plastic water
bottles consumption at City facilities and implement
ADOPTED
(5-0)
As Amended
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Action Update – City of San Luis Obispo City Council Meeting of June 20, 2017 Page 3
measures to reduce plastic straws through a program of only
demand on request.
CONSENT CALENDAR CONTINUED
9) APPROVAL OF A REIMBURSEMENT AGREEMENT WITH
AMBIENT COMMUNITIES FOR OFFSITE AND
OVERSIZED PUBLIC IMPROVEMENTS ASSOCIATED
WITH ORCUTT AREA SPECIFIC PLAN DEVELOPMENT
PROJECTS
RESOLUTION 10812 (2017 SERIES)
ADOPTED
(5-0)
PUBLIC HEARING ITEMS AND BUSINESS ITEMS
14) PUBLIC HEARING - TAX AND EQUITY FISCAL
RESPONSIBILITY ACT (TEFRA) HEARING REGARDING
THE HOUSING AUTHORITY OF SAN LUIS OBISPO
ISSUANCE OF A TAX-EXEMPT DEBT OBLIGATION TO
FINANCE THE REHABILITATION BOND OF 55
AFFORDABLE HOUSING UNITS AT 1092 ORCUTT
ROAD, 1102 IRONBARK, AND 1363 PISMO STREET
RESOLUTION 10816 (2017 SERIES)
ADOPTED
(5-0)
15) RESCINDING THE LOCAL DROUGHT EMERGENCY
AND ASSOCIATED RESOLUTIONS
RESOLUTION 10817 (2017 SERIES) – As Amended
1. Strike Section 3 and Recital 4 and any other necessary
changes to the resolution (Attachment F) to conform to the
Councils action to allow limited non-resident use of
corporation yard well for a period of time and eliminate use
of the well by City residents.
2. Directed staff to send a letter from the City Council to the
Board of Supervisors letting them know the actions that took
place from tonight’s meeting; look at an alternative way to
monitor the Corp Yard well use; continue the Corp Yard
well program for O’Conner Way, Cotton Wood, West
Foothill area where the wells are dry; and work with the
community and county to see what solutions present
themselves. Staff to provide an update to Council within 1
year.
ADOPTED
(5-0)
As amended and
direction received
16) COMMUNITY BUDGET TASK FORCE
ITEM NOT HEARD
Removed from Work
Program in Item 13
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Action Update – City of San Luis Obispo City Council Meeting of June 20, 2017 Page 4
17) BUSINESS LICENSE COMPLIANCE PROGRAM
IMPLEMENTATION PLAN
ADOPTED
(5-0)
As Amended:
Extend the
implementation period
to 3 months
18) SUPPORT FOR THE GOALS OF CALIFORNIA SENATE
BILL 562: THE HEALTHY CALIFORNIA ACT
RESOLUTION 10818(2017 SERIES)
ADOPTED
(4-1) (CHRISTIANSON
VOTING NO)
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 10, 2017 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, May 10, 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, May 10, 2017 at 10:03 a.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Wilkins.
ROLL CALL
Present: Board Members Pragna Patel-Mueller, LeBren Young-Harris, Vice-Chair Nipool Patel,
and Chair Matthew Wilkins
Absent: Board Members Clint Pearce and Kimberly Walker (one seat empty)
Staff: Tourism Manager Molly Cano, Tourism Coordinator Liesel Kuehl, and Recording
Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Ermina Karim, Chamber of Commerce President/CEO, invited everybody to Visit the “Expo at
the Expo” which is a business-to-business trade show being held from 4pm to 7pm today.
CONSENT AGENDA
ACTION: MOTION BY VICE-CHAIR PATEL, SECOND BY BOARD MEMBER PATEL-
MUELLER, CARRIED 4-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of regular meeting on Wednesday, April 12, 2017
C2. Smith Travel Report
C3. Chamber Public Relations Report
C4. BCA + Matchfire Marketing Report
C5. Chamber Visitor Center Report
C6. Transit Occupancy Tax (TOT) Report
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 10, 2017 Page 2
PRESENTATIONS
1. Marketing Agency Monthly Report
Representatives from BCA + MatchFire presented their marketing activities for the past
month for the SLO TBID . Current promotions, promotional metrics, and newsletter
items were reviewed. It was noted that a break from using paid media promotion during
the upcoming summer tourism season is planned, that updated homestay pages will be
launched in June, and that there is now a new “Visiting” web page on GoPoly.com
directing users to SanLuisObispoVacation.com
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. SLO Chamber of Commerce Quarterly Report
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, presented the public relations activities report for the past month.
Highlights included a review of Hosted Experiences, television programs, and
magazines pieces which featured San Luis Obispo. An increase of pieces covering
travel on the Amtrak Coast Star Light was specifically noted.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 10, 2017 Page 3
BUSINESS ITEMS
1. 2017-19 Budget Recommendation
Tourism Manager Cano and members of the Management sub-Committee reviewed the
2017-19 budget allocation recommendations from the Management sub-Committee. It
was noted that the Board had previously decided to budget based on a no-growth
assumption from the current budget. The Cal Poly New Student Transition Program
(NSTP), was discussed, along with noting that further consideration of tradeshows by
the Marketing committee is planned.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY VICE-CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS,
CARRIED 4-0, to approve the Budget Recommendation as presented in B1 of the Agenda
Packet.
2. Partnership & Funding Recommendation
The Management sub-Committee partnership recommendations for the San Luis
Obispo Chamber of Commerce, Cal Poly Athletics/Learfield Sports, and the SLO Wine
Country Association were briefly reviewed:
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY VICE-CHAIR PATEL, SECOND BY BOARD MEMBER PATEL-
MUELLER, CARRIED (4-0), to approve the Partnership and Funding proposal for the San Luis
Obispo Chamber of Commerce as presented in B2 of the Agenda Packet.
ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD
MEMBER HARRIS, CARRIED (4-0), to approve the Partnership and Funding proposal for Cal
Poly Athletics/Learfield Sports as presented in B2 of the Agenda Packet, contingent upon an
exclusive hotel partnership.
ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY VICE-
CHAIR PATEL, CARRIED 4-0, to approve the Partnership and Funding proposal for the SLO
Wine Country Association as presented in B2 of the Agenda Packet.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 10, 2017 Page 4
3. Marketing Agency Agreement Amendments
The Management sub-Committee recommendation for additional marketing contract
terms and expenditures were reviewed.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY VICE CHAIR PATEL,
CARRIED 4-0, to approve the marketing agency agreement funding amendments as presented in
B3 of the Agenda Packet.
4. 2017-18 Annual Event Promotion Application
The 2017-18 Annual Event Promotion Application was reviewed.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL- MUELLER, SECOND BY VICE
CHAIR PATEL, CARRIED 4-0, to approve the application and timeline, contingent on approval
by the Promotional Coordinating Committee.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 10, 2017 Page 5
5. 2017 IPW Co-op Consideration
The Management sub-Committee presented their recommendation to begin
participation at the 2017 IPW tradeshow with Visit SLO CAL in June 2017, and to
consider it for future events. Tourism Manager Cano reviewed past participation by the
TBID, explained the cost breakdown proposal total of $ 8,125, reviewed line item
budget sources for funding, and described the need to view this as a long-term
investment for participation.
Public Comments:
Bruce Skidmore, Director of Sales and Marketing for Embassy Suites, expressed his
support, noting the value of connections made at this event.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD
MEMBER PATEL, CARRIED 3-1 (HARRIS NO), to approve participation at the IPW
tradeshow with representation done by Tourism Manager Cano.
6. Tourism Marketing District (TMD) Board Appointment
The Board discussed the appointment of the SLO TBID representative to the TMD
Board. The position is currently held by Vice Chair Patel and the seat is up for renewal
on July 1, 2017.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY CHAIR WILKINS, SECOND BY BOARD MEMBER HARRIS,
CARRIED (4-0), to approve continued Tourism Marketing District Board representation by Vice
Chair Patel.
TBID LIAISON REPORTS &COMMUNICATIONS
1. Hotelier Update
No reports at this time.
2. Management Committee Update
No further updates at this time.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 10, 2017 Page 6
3. Marketing Committee Update
No further updates at this time.
4. Promotional Coordinating Committee (PCC) Update
Chair Wilkins reported on the current status of PCC GIA event applications,
encouraged the TBID board members to download and review the SLO Happenings
app, and noted that there are new members on the committee.
5. Visit SLOCAL Update
Tourism Manager Cano reviewed recent activity by the committee, reported the
approval and three-year extension for the CEO, noted that the Conference Center
Feasibility Study was released on May 9, 2017, and noted top web traffic came from
the Los Angeles and Seattle areas.
6. Tourism Program Update
Tourism Manager Cano reviewed the following:
- Recruitment for the open TBID seat is ongoing, with one application received to
date.
- Inaugural flight to Seattle
- Visit SLO CAL Tourism Exchange activities
- CCTC retreat review
- The next Visit California meeting will be held May 31, 2017
- AMGEN Tour of California May 16th activities and downtown “block party”
- Jazz Festival May 20th need for additional ticket sales
- The next Management sub-Committee meeting will be held May 23, 3 pm
- The next Marketing sub-Committee meeting will be held May 25, 10 am
ADJOURNMENT
The meeting was adjourned at 11:21 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, June 14, 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
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2017-18 Budget Allocation Recommended by the Tourism Business Improvement District (TBID) Board
* Does not include Staffing & Administration Overhead Fee; the un-appropriated fund balance will not be known
until the entire 2016-17 collection has occurred and the City’s audit has been substantially completed
Campaign Elements/Contractors Budget Allocation Work scope
Contracts $ 935,100
Marketing Contract- BCA/Matchfire $ 833,700
General Marketing Services with
addendum
Chamber of Commerce - PR $ 51,000
Comprehensive program for Public
Relations and Media Relations in
partnership with PCC
Chamber of Commerce - Guest
Services $ 42,000
Guest Services including Telephone
Fulfillment & Availability Assistance;
Promotional Support
Chamber of Commerce - Media
Monitoring Service Fee $ 8,400
Digital targeting, distribution and tracking
service for media
Partnerships $ 116,500
Learfield/Cal Poly Athletics $ 95,500
Partnership for 2017-18: Sponsorship &
Room Costs
SLO Wine Partnership $ 21,000
Partnership for 2017-18: Sponsorship &
Room Costs
Events Promotion $ 119,000
General Events Promotion $ 117,000
Earmarked budget for event sponsorship
commitments
Event Activations $ 2,000
Funds to be used for costs associated
with events
Tradeshows $ 51,000
Trade Shows & Travel Shows $ 45,000
Including: Travel & Adventure Shows;
IPW 2018
Tourism Conferences $ 6,000 Industry Conferences like Outlook Forum
Tourism Organizations/Research $ 5,200
Central Coast Tourism Council -
Membership Fee & Black Diamond $ 2,200 Membership & co-op fees
Smith Travel Report $ 3,000
Daily & Monthly in-county data
comparison reports
Support/ Meetings $ 46,708
Tourism Program Expenses $ 7,000
Expenses associated with program &
database service fee
FAM Trip Hosting $ 6,000
Budget for hosting media and
travel/trade guests
Past Due CP Rooms $ 1,000 Funds for past due rooms
Contingency $ 32,708
Un-allocated budget for opportunity
projects
Total Expenditure $ 1,273,508
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2017-18 Budget Allocation Recommended by the Promotional Coordinating Committee (PCC)
Campaign Elements/Contractors Budget Allocation Work scope
Grants-in-Aid Program $ 100,000 Funding used for grant awards
Chamber - Grants-in-Aid Support $ 28,000
Marketing and promotional support to
grant recipients
General Events Promotion $ 40,000
Earmarked budget for event sponsorship
commitments
GFL - SLO Happenings Program $ 8,000
Technology & maintenance for SLO
Happenings program
Solve - SLO Happenings Program $ 30,000
Marketing and content support for SLO
Happenings program
General Contract Services $ 5,649
Un-allocated budget for opportunity
projects
Chamber - Visitors Center $ 112,600 Operation of the Visitor Center
PR Contract $ 34,000
Comprehensive program for Public
Relations and Media Relations in
partnership with TBID
City Maps $ 8,750
Production and distribution of tear-off
City Maps
Support Cost $ 5,000 Expenses associated with program
Total Expenditure $ 371,999
* Does not include Tourism Manager Staffing expense
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Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 10, 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, May 10, 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, Vice-Chair Patricia Loosley, Matthew Wilkins
(5 :37), and Chair Daniel Levi.
Absent: Committee Members Zoya Dixon, Sasha Palazzo, and Jill LeMieux
Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
Consent items were reviewed following Presentation Item 1.
ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (4-0) to approve the Consent Agenda items C1 to C8.
C.1 Minutes of the Meeting on April 12, 2017
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid (GIA) Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
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DRAFT Minutes – Promotional Coordinating Committee Meeting of May 10, 2017 Page 2
C.7 SLO Happenings Technology Report
C.8 TOT Report
PRESENTATIONS
This item was presented following the call for Public Comment On Items Not On the Agenda.
1. SLO Chamber of Commerce Monthly Report
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, presented the public relations activities report for the past month.
Highlights included a review of Hosted Experiences, television programs, and
magazines pieces which featured San Luis Obispo. An increase of pieces covering
travel on the Amtrak Coast Star Light was specifically noted.
Public Comments:
None.
---End of Public Comments---
BUSINESS ITEMS
1. 2017-18 SLO Happenings Program Proposals
Contractors for SOLVE and GFL presented their 2017-18 proposals for the SLO
Happenings program based on the direction and work scope requests given by the
committee during the April meeting. SOLVE presented a detailed review of their
proposed promotional strategies along with event promotion outreach strategies, and
responded to committee questions. GFL presented highlights of proposed changes for
2017-18, reviewed ongoing management and maintenance of the app, and responded to
committee questions.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECOND BY COMMITTEE
MEMBER LOOSLEY, CARRIED (4-0) to form a task force consisting of Committee Members
Wilkins and Levi for a one month period, to review the SLO Happenings app user experience,
and provide feedback to the contractors.
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DRAFT Minutes – Promotional Coordinating Committee Meeting of May 10, 2017 Page 3
2. 2017-19 Budget Allocations
Tourism Manager Cano reviewed the proposed budget allocations for the 2017-19
Community Promotions budget.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (4-0) to approve the budget as presented (Attachment A).
3. Contractor Agreement Recommendations
The Committee discussed terms of the agreements for the SLO Chamber of Commerce,
SOLVE, and GFL Systems.
By consensus as discussed during presentation of Business Item 1, the Committee
agreed to the overall cost presented by SOLVE and GFL Specific work scope budget
line item discussion will be held during the June meeting following recommendations
to be made by the formed task force.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECOND BY COMMITTEE
MEMBER LOOSLEY, CARRIED (4-0) to approve the SLO Chamber of Commerce agreement
for Visitor Center and Public Relations on a 2-year term, GIA Support, and City Maps.
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DRAFT Minutes – Promotional Coordinating Committee Meeting of May 10, 2017 Page 4
4. 2017-18 Grants-In-Aid (GIA) Preliminary Recommendation
The GIA sub-committee presented their preliminary 2017-18 funding recommendations
reviewing each of the twenty-five applicants. “Comments and Funding Requirements”
notes were modified per committee discussion and will be presented to applicants
during the upcoming special meeting.
Public Comments:
None.
---End of Public Comments---
No action was taken at this time.
5. 2017-18 Annual Event Promotion Application
The committee reviewed the following revised 2017-18 Annual Event Promotion
Application and timeline:
June 19 – application information available
June 21 – special meeting of the Events Promotion subcommittee
July 21 – completed application due
July 31 to August 4 – Events required question and answer session with
subcommittee
August 9 – subcommittee recommendations presented to PCC/TBID
September – grants available to approved organizations
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY COMMITTEE
MEMBER COZI, CARRIED (4-0) to accept the revised timeline as presented, contingent on
approval by the TBID.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants In Aid (GIA) Update
No additional reports at this time.
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DRAFT Minutes – Promotional Coordinating Committee Meeting of May 10, 2017 Page 5
2. TBID Board Report
Committee Member Wilkins reviewed the May 10, 2017 meeting, noting that the Board
approved their budget and approved funding for Tourism Manager Cano to attend the
IPW tradeshow in June.
3. Tourism Program Update
Tourism Manager Cano reviewed the following:
- Inaugural flight to Seattle
- Visit SLO CAL Tourism Exchange activities
- CCTC retreat review
- The next Visit California meeting will be held May 31, 2017
- AMGEN Tour of California May 16th activities and downtown “block party”
- Jazz Festival May 20th need for additional ticket sales
- There will be a special PCC GIA meeting to announce specific grant award
allocation on May 17th.
ADJOURNMENT
The meeting was adjourned at 7:29 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, June 14, 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
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ATTACHMENT A
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 10, 2017 Page 6
Budget 2017-19 Amount 2017-18 Projected 2018-19 Projected
Budget 403,609$ 404,688$
Carryover 6,000$
Total Budget 409,609$ 404,688$ -$
Expenditure
2016-2017 2017-18 2018-19 Notes
Expenditure
Grants-in-Aid Program 100,000$ 100,000$
Grants-in-Aid Support 28,000$ 28,000$
Events Promotion 40,000$ 40,000$
SLO Happenings Program
(Tech)15,900$ 8,000$
SLO Happenings Program
(Marketing/Support)30,000$ 30,000$
General Contract Services 13,600$ 5,649$
Visitors Center 103,000$ 112,600$ 112,600$ 2 year request
PR Contract 34,000$ 34,000$ 34,000$
2 year with exisiting 60/40 split
with TBID
Downtown Maps 8,500$ 8,750$
Support Cost 5,000$ 5,000$
Media Monitoring Services -$
$8400 in the proposal- TBID has
covered 100% in past 2 years
Administration (.25 FTE)31,609$ 32,689$ 34,326$
Subtotal Amount 409,609$ 404,688$ 180,926$
Funds Remaining -$ -$ (180,926)$
Total 404,688$ -$
Community Promotions Budget Worksheet
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Strategic Planning Report
City of San Luis Obispo Promotional Coordinating Committee—January- March 2017
Facilitated by Regenerate Group: BethMarie Ward, CTF
Contents
Workshop Review Pages
ToP® Participatory Strategic Planning .......................... p. 2
Strategic Plan Summary ............................................... p. 3
3 Year Practical Vision ...............................................p. 4-6
Current Reality (underlying contradictions) ................... p. 7
2 Year Strategic Directions ........................................... p. 8
Focused Implementation Pages
Priorities ....................................................................... p. 9
First Year Accomplishments .................................. p. 10-11
First Year Calendar and Responsibilities .............. p. 10-11
90-Day Implementation Steps | Blank Worksheet ....... p. 12
Appendix Pages
Recommendations for Keeping the Plan on Track .. p.13-14
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 2 of 14
TECHNOLOGY OF PARTICIPATION® | Participatory Strategic Planning Process
Overarching Question for the Entire Process: How can the Promotional Coordinating Committee, (PCC), be better positioned to improve and
develop projects to support the community independently and in collaboration with the Tourism Improvement Business District, (TBID), and serve as an
effective advisory body to City Council?
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Page 3 of 14
Prepared by BethMarie Ward, CTF Regenerate Group
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan
PRACTICAL VISION
What we want to see in place
in the next 3 years…
Strengthened External Relations:
1. Established City Partnerships
2. Enhanced Community Engagement
3. Increased Awareness and Support of PCC
Enhanced, Relevant Programming and
Content:
4. New, Vibrant Projects
5. Effective GIA Program
6. Program Evaluation
CURRENT REALITY
What does our current reality look like in terms
of our strengths and weaknesses to achieve our
practical vision…
We examined our internal strengths and
weaknesses, external opportunities and
threats, and the benefits and dangers of
success. The Current Reality allows us to
examine the current status so that we can
strategically leverage our strengths and
overcome our blocks that may get in the way.
STRATEGIC DIRECTIONS
What will deal with underlying contradictions
and move us towards our vision…
1. Updating and maintaining current
projects.
2. Creating and establishing new projects
that are innovative and relevant to our
community.
3. Improving internal operations and
processes more efficiently.
KEEPING THE PLAN ON TRACK
Recommend planning retreat in January 2018 to review and update the
plan and set 2018-2019 strategic directions and focused implementation
IMPLEMENTATION
What are our priority actions for the first year?
1. Establishing evaluation guidelines
2. Communications plan
3. Review GIA Program
4. Survey local business community
5. SLO Happenings review
6. Identify new partnerships
7. PCC member skillset criteria and succession plan
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
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Page 4 of 14
PRACTICAL VISION | Definition and Summary
The Practical Vision workshop asks the question:
What do we want to see in place the next 2-3 years
as a result of our efforts?
The vision of an organization is held in part by all its stakeholders. This workshop seeks to bring representatives together to create their shared picture of
the future. The practical vision is the responsive statement of hope within the given environment. It provides a sense of the destination of the effort. It
tells us where we are going, what the accomplishments, outcomes, changes and results are that we are seeking by our efforts.
Our vision is to continuously strengthen external relationships and enhance programming that is relevant to the needs of our community highlighting our
unique regional economy and natural resources.
The PCC conducted a survey to grant/funding recipients, strategic partners, city staff/council members, past PCC members and other advisory body
members. Over 100 surveys were sent out with 34 responses, most whom were GIA recipients. The responses were mainly feedback about the GIA
program experience and ways that the program might be improved. There was a 98% positive response regarding programming and staffing. A more
targeted business survey for finding ways to collaborate with our business community is set in our priorities in the first year to more actively engage
businesses with the promotion of the City of San Luis Obispo.
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
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Page 5 of 14
3 YEAR PRACTICAL VISION
City of San Luis Obispo Promotional Coordinating Committee Practical Vision Workshop, February 4, 2017
“What do we want to see in place in the next two to three years as a result of our actions?”
Strengthened External Relations: Enhanced, Relevant Programming & Content:
Established City
Partnerships
Enhanced
Community
Engagement
Increased
Awareness &
Support of PCC
New, Vibrant
Projects
Effective GIA
Program
Program
Evaluation
Support public art
i.e.- cows/painted
boxes
Identify
partnerships for
beautification
projects
Partnerships with
Community
Foundation, Art
Obispo/Cultural
orgs, City-Park &
Rec, etc.
Bridge between
the community &
visitors
Map/list promo of
current public
features (public
art, temp displays,
walking tours
Community
academy? Learn
about where you
live
Support Plaza and
Cultural Center
downtown
Neighborhood
support
Identify other
ways to better the
community (not
just events)
PCC members
engaged in $ ask
Council
Educate
community of
what PCC does
(scope)
Community
informed of PCC
accomplishments
Locals are aware
that we exist
Stop saying PCC-
make people say
it: Promotional
Coordinating
Committee!
More funding
Council & staff
buy in of the PCC
vision
More
events/activities
that benefit all
residents!
Service
businesses we
haven’t been
Projects that the
committee is
passionate about
Visitors &
Residents: Free
Wi-Fi downtown
Support evening
events- next
anchor attraction
(local & visitor
friendly)
Vibrant tourist
destination
Best way to fund
marketing
services for GIA
Workshops to
support GIA
applicants with
other agencies
Effective help to
non-profits
Understand &
evaluate the way
we handle PR
Next generation
SLO Happenings-
not just an app.
This data was created in response to the above focus question by members of the City of SLO PCC. The center columns are the areas where the most consensus was reached by the most
data produced by the group. The facilitated process utilized was a ToP® Practical Vision Consensus Workshop, a method of the Institute of Cultural Affairs. Facilitator: BethMarie Ward, CTF,
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
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Page 6 of 14
VICTORY!
Images of success!
How will we know our plan is successful?
What will be in place in on year? What will
people be saying? What will be happening
because of our actions?
✓ Communication & clear understanding
✓ PCC made a greater difference in the community
✓ Commitment and follow through in our work
✓ PCC knows what they are doing
✓ We’re feeding into the economy
-----------------------------------------------------------------
➢ New category of programs
➢ New appreciation of people
➢ City Pride
➢ San Luis seen as innovative city
➢ Flawless implementation and collaboration
➢ GIA bigger budget
➢ GIA support for recipients
➢ PCC and community partnerships=strong
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
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Page 7 of 14
CURRENT REALITY
Internal Strengths
Committee members responsive to collaboration
Diverse viewpoints
City support
Fiscally responsible
Various networking contributions
Thought, deliberate decision making
Molly
Commitment
Internal Weaknesses
Limited budget
City’s budget might soften
Satisfaction funding granted
Possible decreased enthusiasm for existing projects
Lack of ability to pursue projects with less resources
Limited communication with elected
Additional staff support decrease
City capacity/limitation
Committee member turnover = less history
External Opportunities
New relationship with City Council
New relationships with businesses
New events
Informed about new businesses in town for new
opportunities
New programs
Regional Business: Wine/Beer/Spirits
External Threats
Lack of City Council funding/support
Rebellion of established non-profits that might not like
changes
Competition with media and other organizations
Too much success encouraging tourism: local vs. tourists
City limitation
Benefits of Success
Positive city image
Well- rounded cultural offerings
Increased city departmental collaboration
Larger contribution to economic development
More opportunities for business/community engagement
Increased budgets
Internal & external satisfaction
Dangers of Success
Upset non-profits
Setting the bar higher might make it harder to maintain
quality
More funding, less programming quality
More responsibility for PCC and staff
More expectations and visibility requires more time
commitments
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Prepared by BethMarie Ward, CTF Regenerate Group
Page 8 of 14
ty of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
➢ Analyze/ review SLO Happenings App projects
➢ Develop and improve marketing plan for GIA events
➢ Create and expand promotions throughout SLO County cities
➢ Survey local businesses to collaborate with them
➢ Identify new community service project in partnership with another city department
➢ Provide support for Downtown Master Plan
➢ Create new, innovative category
➢ Identify possible partnerships and categorize purpose
➢ Establish more effective evaluation method for current programming &contracts
➢ Determine skill set needed for new PCC members & recruit
➢ Develop a communication plan
➢ Prioritize and set budget for long term goals
Action removes the doubt that theory and analysis cannot solve. In signing up to work on a ‘strategic direction’ and scheduling
actions and accomplishments, commitment and realism are brought into the planning efforts. The journey of implementation is
mapped out and steps are decided which will begin the realization of our vision.
This data was generated on February 19, 2017 by the City of SLO PCC Session #3—Strategic Directions and Focused Implementation Workshop facilitated
by BethMarie Ward, Regenerate Group. Data is synthesized by top 7 priorities for Fiscal Year 2017-2018 and color coded by three strategic directions:
1) Updating and Maintaining Current Projects 2) Creating and Establishing New Projects 3) Improving Internal Operations
Ci Strategic Directions focus question: What innovative, substantial actions will deal with our Current Reality and
move us toward our vision?
towards…Improving
Internal Operations
towards…Updating
and maintaining
current projects
towards...Creating and
establishing new
projects
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Page 9 of 14
Prepared by BethMarie Ward, CTF Regenerate Group
FOCUSED IMPLEMENTATION | Priorities | July 2017- August 2018
Focus Question: “What will our specific, measurable accomplishments be for our first year?” We generated Specific, Measurable, Actions, Results
Oriented and Timebound.
This prioritization data was set in the Focused Implementation Workshop on February 19, 2017.
SLO Happenings Review
October
Review GIA Program-
July &
Communications Plan-
July Establish
evaluation
guidelines- July Survey Local Business Community-
August
PCC member skillset
criteria and succession
plan November
Identify new
partnerships January
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
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SLO PCC – Timeline—Year One Priorities
Strategic Direction
Project by Priority
Victory July-Sept
2017
Oct-Dec
2017
Jan-Mar
2018
April-June
2018
Resources Needed
Current Projects/
Review GIA
Make
improvements
GIA Support
Launch July
Review existing survey
results
Review current program
components/ application
process
Identify needed
changes
Council
approval
if needed
Implement
changes
PCC
Molly
External Support
Survey data
Budget
Internal/ Evaluation
Process
PCC knows what
they’re doing
Committee has a
clear
understanding
Launch July
Identify who/what we
need to evaluate— July
(PCC)
Create criteria for
evaluation- July (PCC)
Create tool to use for
evaluation- August
(Molly)
Implement
evaluation
Oct(quarter)
(PCC)
Review
program
evaluation
(quarter)
Nov.
(PCC)
Molly
Committee
Internal/
Communication Plan
Communication
Clear
understanding
Follow Through
Launch July
Define the purpose of
the plan- July (PCC)
Form a taskforce to
draft Communication
Plan- July (PCC)
Define who the
Present draft
plan- Oct.
(Taskforce)
Approve &
implement-
Nov. (PCC)
Taskforce & time
Molly
PCC
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message needs to go
to- July- PCC
Identify what we need to
communicate- July
(PCC)
Write the draft plan
Aug-Sept. (Taskforce)
Current Projects/SLO
Happenings Review
PCC made
difference in the
community
Launch Oct.
Assess current
program based
on needs and
goals
Identify
program
changes
Develop RFP
Complete, release
RFP
Identify contractor
Committee
Molly
Task Force
New Projects/
Survey Local
Businesses &
Community
Feeding into the
economy
PCC made
difference in the
community
Launch Nov.
Develop survey
Develop
stakeholder
database
Release survey
Collect results
Analyze results Survey
Molly
Committee
Stakeholder
New
Projects/Identify
New Partnerships
Communication
and clear
understanding
Launch April
Use survey results
for discussion and
prioritization for
2019
Molly
Committee
Survey results
Internal/ PCC
Member Skillset
Criteria and
Succession Plan
PCC knows what
we are doing
Launch Nov.
Evaluate current
description
Identify areas
for
opportunities
and updates
Committee
participation
and
recruitment
Chair/Vice
Chair
participation
interview/selec
tion
Develop
onboarding
plan
Onboarding
committee
members
Molly
Committee
Council liaisons
Clerk’s office
New members
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 12 of 14
FOCUSED IMPLEMENTATION | 90-Day Implementation Steps | Blank Worksheet
STRATEGIC DIRECTION ACCOMPLISHMENT/ ACTION
INTENT: (ARTICULATE ONCE MORE...WHY ARE WE DOING THIS?) START DATE END DATE
IMPLEMENTATION STEPS (HOW)
1.
2.
3.
4.
5.
WHO WHEN WHERE
COORDINATOR COLLABORATORS/ PARTNERS EVALUATION MEASURES BUDGET NEXT MEETING DATE
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 13 of 14
Recommendations for Keeping the Plan on Track
Strategic planning bears the most fruit when seen as both a planning retreat or event and a continuous process in which the plan is regularly reviewed, evaluated and
refined. The following Quarterly Evaluation flow will be crucial in keeping the City of San Luis Obispo Promotional Coordinating Committee plan “on track” for monitoring
and evaluation purposes.
Quarterly Evaluation and Refinement Sessions:
Check into affirm accomplishments, acknowledge struggles, capture learnings, make adjustments, build anticipation, and establish commitment for the next
quarter.
The face-to-face nature of this event is very important. Memos, emails, and other forms of communication do not allow for adequate team building and
consensus building.
These Quarterly Evaluation events work best if everyone who is involved in the implementation attends. At minimum, those responsible for the
accomplishments should attend quarterly evaluation and refinement sessions
Invisible benefits often include strengthening the organization’s learning process and allows for system-wide adjustment to unforeseen influences that must be
considered.
Annual Planning:
The 4th Quarter evaluation is the time to do a new 12-month plan.
Review the whole year
Develop plan for the next year
Celebrate, celebrate, celebrate!
Proposed Planning Rhythm:
Objectives: Assess accomplishments, plan for the next period; affirm and re-energize individuals and teams
Product/Outcome: Clear tasks and roles for the next period
Quarterly Planning Event Agenda:
Review Vision, Obstacles, Strategic Directions
Evaluation of 90-Day Plans – accomplishments? What didn’t getdone,
blocks, learning, implications
Plan for the next 90 Days – Measurable accomplishments on quarterly
timeline, 90-day action plan for each accomplishment
Annual Planning Event Agenda
Review Vision, Obstacles, Strategic Directions
Evaluation of 90-Day Plans – accomplishments? What didn’t getdone,
blocks, learning, implications
Development of measurable accomplishments for next 12 monthson
quarterly calendar
Plan for next 90 Days (first quarter, new year)
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City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 14 of 14
The Facilitator
Thank you for this opportunity to work with you all and congratulations on your plan!
Kind regards,
-BethMarie Ward, Regenerate Group
Please contact us at:
BethMarie Ward, MA, CTF
Regenerate Group
www.regenerategroup.com
bmw@regenerategroup.com
612-210-5657
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SPECIAL MEETING Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 17, 2017
Special Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Regular Meeting of the Promotional Coordinating Committee was called to order on
Wednesday, May 17, 2017 at 5:34 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Vice Chair Patricia Loosley.
ROLL CALL
Present: Vice-Chair Patricia Loosley and Committee Members Diana Cozzi, Matthew Wilkins,
Jill LeMieux, Zoya Dixon, and Sasha Palazzo.
Absent: Chair Daniel Levi.
Staff: Tourism Manager Molly Cano.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Public comment from:
Vanessa Martinez, Downtown Association, spoke regarding Santa’s House, Holiday Parade,
Concerts in the Plaza
Tom Mitchell, SLO Railroad Museum, spoke regarding Central Coast Railroad Festival and Elf
Express
Vicki Carroll, The Monday Clubhouse Conservatory, spoke regarding Becoming Julie Morgan
event
Cozy Faber, SLO Classical Academy, spoke regarding An Evening of Story Telling with Jim
Wiess
Brian Asher Alhadeff, Opera San Luis Obispo, spoke regarding Madame Butterfly
Andrea Castillo and Chris Milfen, Performing Arts Center, spoke regarding Family Day
Patty Thayer, SLO Little Theatre, spoke regarding Introducing the San Luis Obispo Repertory
Theatre
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DRAFT Minutes – Promotional Coordinating Committee Meeting of May 17, 2017 Page 2
Leslie McKinley, United Way of SLO County, spoke regarding Flavors of SLO
Dave Kastner, Central Coast Shakespeare Festival, spoke regarding Summer Plays 2017
Susan Poteet, Foundation for San Luis Obispo County Public Libraries, spoke regarding Book
and Author Series
Denise Leader Stoeber, Cal Poly Arts, spoke regarding American Masters Series
Diane Marchetti, SLO Railroad Museum, spoke regarding Central Coast Railroad Festival and
Elf Express
BUSINESS ITEMS
1. GRANTS-IN-AID 2017-18 ALLOCATIONS
The committee presented the preliminary recommendation for the 2017-18 Grants-In-
Aid grant funding allocations. Vice-Chair Loosley introduced the item and noted that
the committee meet during our regular monthly meeting on May 10 and reviewed the
initial recommendations made by the GIA subcommittee. There were no proposed
changes made to recommended allocations. The committee commented and
acknowledged the work the applicants did to complete the applications.
Public Comments:
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER MATTHEW WILKINS, SECOND BY
COMMITTEE MEMBER JILL LEMIEUX, CARRIED (6-0) to recommend to City the approval
of the 2017-18 GIA awards as presented, excluding the Downtown Association’s grants for
Santa’s House, Concerts in the Plaza and the Holiday Parade.
ACTION: MOTION BY COMMITTEE MEMBER JILL LEMIEUX, SECOND BY
COMMITTEE MEMBER DIANA COZZI, CARRIED (5-0-1) to recommend to City Council
the approval of the 2017-18 GIA awards for the Downtown Association’s grant requests for 2017
Santa’s House, 2017 Concerts in the Plaza and the 2017 Holiday Parade. (Committee Member
Zoya Dixon was recused from voting on this item.)
ADJOURNMENT
The meeting was adjourned at 5:59 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, June 14, 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
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Organization Event(s)Event Dates
Special
Meeting
2017-18
Request
2017-18 Funding
Recommendation Comments & Funding Requirements
1
Associated Quilt Guilds of the
Central Coast (AQGCC)Seven Sisters Quilt Show June 23 & 24, 2018 YES $7,500.00 $4,300.00
Starting sustainably track. Funding to be used toward
the overall media plan as presented on the
application.
2
Cal Poly Corporation (for Cal Poly
Arts)
Cal Poly Arts "Masters of
American Music" Series
(2017-2018)
September 22, 2017; January
16, 2018; February 26, 2018;
+ 2 additional dates TBD YES $12,000.00 $10,000.00
Funding to be used toward the media plan as
presented on the application. Grant funding is to be
divided to $2k per show.
3 Canzona Women's Ensemble
Canzona Women's Ensemble
Concerts
November 5, 2017, March 4,
2018 YES $4,785.00 $3,925.00
Starting sustainably track. Funding to be used toward
the media plan as presented on the application with
the exception of the allocation for constant contact
service. Funding may not to be used for constant
contact service fee.
4 Central Coast Shakespeare Festival Shakespeare Under the Stars
July 13, 2017 - August 6,
2017 YES $9,570.00 $8,000.00
Funding to be used toward the media plan as
presented on the application with the exception of
the allocation for consultant services. Funding may
not to be used for consultant services.
5 Cuesta College Foundation
Friends of the CPAC 7th
Annual Gala November 12, 2017 YES $5,000.00 $5,000.00
Funding to be used toward the overall media plan as
presented on the application.
Committee Note: sold out event in 16/17, committee
encourages the event to look for ways to expand
participation.
6
Foundation for San Luis Obispo
County Public Libraries
Library Foundation Book &
Author Series (2017-2018)
September 30, 2017; April
15, 2018; TBD YES $12,000.00 $6,000.00
Funding to be used toward the media plan as
presented on the application.
7 History Revisited
Central Coast Renaissance
Festival July 15-16, 2017 YES $8,000.00 $8,000.00
Funding to be used toward the media plan as
presented on the application.
8 Opera San Luis Obispo
Madam Butterfly: A Citywide
Arts Collaboration October 14-15, 2017 YES $12,000.00 $4,000.00
2nd year of the sustainably track. Funding to be used
toward the media plan as presented on the
application.
9 Orchestra Novo
Labor Day Weekend Pops
Concert September 3, 2017 YES $6,549.00 $4,000.00
Funding to be used toward the media plan as
presented on the application.
10
Performing Arts Center, San Luis
Obispo Family Day at the PAC April 14, 2018 YES $5,000.00 $3,000.00
Funding to be used toward the media plan as
presented on the application.
11
Saint Andrew Greek Orthodox
Church An Evening in Greece October 21, 2017 NO $4,500.00 $0.00
No funding due to not attending the mandatory
meeting.
12
Saint Andrew Greek Orthodox
Church San Luis Greek Festival June 2nd - 3rd, 2018 NO $4,500.00 $0.00
No funding due to not attending the mandatory
meeting.
13 San Luis Obispo Classical Academy
An Evening of Story with Jim
Wiess January 12, 2018 YES $6,500.00 $6,000.00
Funding to be used toward the media plan as
presented on the application.
14 San Luis Obispo Little Theatre
Introducing the San Luis
Obispo Repertory Theatre July 1, 2017 - June 30, 2018 YES $12,000.00 $7,000.00
Funding to be used toward the media plan as
presented on the application.
15 San Luis Obispo Railroad Museum
Central Coast Railroad
Festival and Elf Express
October 7-15, 2017;
December 2, 2017 YES $7,500.00 $5,000.00
2nd year of the sustainably track. Funding to be used
toward the media plan as presented on the
application.
16 San Luis Obispo Soccer Club
SLO Summer Classic - Girls
Edition August 4-6, 2017 YES $4,000.00 $2,000.00
Funding to be used toward the media plan as
presented on the application.
Committee Note: Based on the similarity of the event
and target outreach, the committee suggests
combining the advertising for both Aug tourament.
Grant funding should be used to promote both
tournaments.
17 San Luis Obispo Soccer Club
SLO Summer Classic - Boys
Edition August 11-13, 2017 YES $4,000.00 $0.00 See above
18 San Luis Obispo Soccer Club SLO Junior's Classic April 6-8, 2018 YES $4,000.00 $2,000.00
Funding to be used toward the media plan as
presented on the application.
19 San Luis Obispo Symphony
New Year's Eve Celebration
and Concert December 31, 2017 NO $10,000.00 $0.00
No funding due to not attending the mandatory
meeting.
20
San Luis Obispo Vocal Arts
Ensemble 2017-2018 Season
December 2017, April 2018,
June 2018 YES $3,500.00 $3,500.00
Starting sustainably track. Funding to be used toward
the media plan as presented on the application.
Committee Note: It was recognized by the committee
that the event reduced ask on their own to adhere to
the sustainability track. Thank you!
21 SLO Downtown Association 42nd Annual Holiday Parade December 1, 2017 YES $6,473.00 $2,500.00
Funding to be used toward the media plan as
presented on the application.
22 SLO Downtown Association
Santa's House (25th
Anniversary!)
Friday, November 24th -
Sunday, December 24th
2017 YES $4,935.00 $4,000.00
Anniversary year for the event. Funding to be used
toward the media plan as presented on the
application.
23 SLO Downtown Association
22nd Annual Concerts in the
Plaza
Fridays, June 9th -
September 8th, 2017 YES $7,991.00 $2,500.00
Funding to be used toward the media plan as
presented on the application.
24
The Monday Clubhouse
Conservancy Becoming Julia Morgan October 6-8, 2017 YES $7,500.00 $1,500.00
Funding to be used toward the media plan ($1000) &
programs only ($500).
25 United Way & Rotaract Flavors of SLO 2018 May 5-6, 2018 YES $10,000.00 $7,775.00
Anniversary year for the event. Funding to be used
toward the media plan as presented on the
application with the exception of the allocation for
GoDaddy expenses and Thank You ad. Funding may
not to be used for GoDaddy expenses and Thank You
ad.
Total $179,803.00 $100,000.00
$0.00
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