HomeMy WebLinkAbout71217PromotionalCoordinatiCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, July 12, 2017
5:30 P.M.
City Hall – Council Hearing Room
The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the quality
of life available to all residents of and visitors to San Luis Obispo and (2) promote, in a manner consistent with
long-range community goals, the development of San Luis Obispo as a regional and tourist center.
CALL TO ORDER: Chair Daniel Levi
PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you may
address the Committee on items that are not on the agenda but are of interest to the public and within the
subject matter jurisdiction of the Promotional Coordinating Committee. The Committee may not discuss or
take action on issues that are not on the agenda other than to briefly respond to statements made or questions
raised, or ask staff to follow up on such issues.
CONSENT ITEMS
C.1 Minutes of the Meeting on June 14, 2017
C.2 2017-18 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 SLO Happenings Technology Report
C.8 TOT Report
C.9 2016-17 Community Promotions Budget Report
PRESENTATIONS
1. SLO HAPPENINGS TECHNOLOGY YEAR-END REPORT 5 mins
Representatives from GFL will present the 2016-17 year-end report for the SLO Happenings Technology
contracted services for the PCC.
2. SLO HAPPENINGS PROMOTION YEAR-END REPORT 15 mins
Representatives from SOLVE (formerly FreshBuzz) will present the 2016-17 year-end report for the SLO
Happenings Promotion contracted services for the PCC.
3. CHAMBER YEAR-END REPORT 10 mins
Representatives from the SLO Chamber will present the 2016-17 year-end report for the contracted Visitor
Services for the PCC.
BUSINESS ITEMS
1. GIA LIAISON ASSIGNMENTS 5 mins
The Committee will review the 2017-18 GIA recipient list and assign committee liaisons.
2. STRATEGIC PLAN WORK – GIA PROGRAM EVALUATION 20 mins
The committee will begin the GIA program evaluation for the implementation of the strategic plan by
reviewing and discussing the feedback related to the GIA on the stakeholder survey.
3. STRATEGIC PLAN WORK – EVALUATION PROCESS 20 mins
The committee will discuss the evaluation process for the implementation of the strategic plan.
PCC LIAISON REPORTS & COMMUNICATION
At this time Committee members make announcements, report on activities, refer to staff issues for study and
report back to the Committee at a subsequent meeting.
1. GIA UPDATE – LIAISON REPORT
2. TBID BOARD REPORT – TBID Minutes June 21, 2017
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Liesel Kuehl, Tourism Coordinator, do hereby certify that on July 7, 2017 by 5:00 p.m., a
true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet access to agendas and
related material is available at www.slocity.org.
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 14, 2017 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, June 14, 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, June 14, 2017 at 5:31 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, Jill LeMieux (5:41), Sasha Palazzo,
Vice-Chair Patricia Loosley and Chair Daniel Levi.
Absent: Committee Member Matthew Wilkins
Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Mike Holiday noted that he “Loves the PCC”.
CONSENT AGENDA
ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY COMMITTEE
MEMBER DIXON, CARRIED (5-0) to approve the Consent Agenda items C1 to C9.
C.1 Minutes of the Meeting on May 10, 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
C.7 SLO Happenings Technology Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 2
C.8 TOT Report
C9 Minutes of the Special Meeting on May 17, 2017
PRESENTATIONS
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 San Luis Obispo named among the best small towns to visit in all
50 states by Thrillist, Outside Magazine named San Luis Obispo as a top small town,
and coverage by the Travel and the Toronto Star.
Public Comments:
None.
---End of Public Comments---
BUSINESS ITEMS
1. 2017-18 SLO Happenings Program Proposals
Contractors for SOLVE and GFL presented their updated 2017-18 proposals for the
SLO Happenings program, based on the direction and work scope requests given by the
committee during the May meeting, and further direction from the program task-force
that was formed during the May meeting.
The Committee expressed thanks to SOLVE for the work scope focus but also
expressed concern regarding the proposed workload for entering events. The committee
requested that SOLVE provide feedback in the future on the event entry workload.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (6-0) to approve the $ 30,000 budget and the scope of work as
presented.
DRAFT Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 3
2. 2017-18 Contractor Work Scope and Agreement Terms
The committee reviewed the 2017-18 draft contractor work scopes (Attachment A) for
approval, contingent upon the City Council’s approval of the program budget. The
contractors responded to questions from the Committee.
Public Comments:
None.
---End of Public Comments---
Committee Member Lemieux was recused during consideration of Chamber of Commerce
services.
ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE
MEMBER LOOSLEY, CARRIED (5-0) to approve the Chamber of Commerce Visitors
Information Services scope of work as presented.
ACTION: MOTION BY COMMITTEE MEMBER DIXON, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (5-0) to approve the Chamber of Commerce Public Relations
scope of work as presented.
ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY COMMITTEE
MEMBER PALAZZO, CARRIED (5-0) to approve the Chamber of Commerce Marketing
Support Services to the GIA Program scope of work as presented.
ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE
MEMBER LOOSLEY, CARRIED (6-0) to approve the GFL scope of work as presented.
3. 2016-17 Final Budget Review
The Committee reviewed the year end program budget for 2016-17 and discussed
possible uses for the remaining $ 3,600 in the General Contract Services line item,
including; Tear-off downtown maps, coasters, and future strategic plan update costs.
Public Comments:
Dusty Colyer-Worth, Chamber of Commerce Visitor Center Manager, noted that the
coasters are very popular at Cal Poly promotional events.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY COMMITTEE
MEMBER DIXON, CARRIED (6-0) to dedicate $ 2,500 towards a Strategic Plan Review
session, with the remainder going towards the purchase of additional coasters.
DRAFT Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 4
4. PCC Strategic Plan Review
The committee reviewed their Strategic Plan timeline and year-one priorities, City of
San Luis Obispo Promotional Coordinating Committee Strategic Plan Report – March
2017. The committee gave direction to staff for modifications to the timeline.
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
No reports at this time.
2. TBID Board Report
Tourism Manager Cano reviewed the May 10, 2017, TBID meeting minutes.
3. Tourism Program Update
Tourism Manager Cano reviewed the following:
- Due to the lack of quorum at the June 14, 2017 TBID meeting, the Special Events
application and Informational Meeting will be delayed until July 5th.
- Provided an update on the Highland/Santa Rosa, City entrance monument and the
City Hall informational kiosk.
- Reviewed the IPW International Tradeshow in Washington DC.
- Noted the Central Coast Tourism Committee (CCTC) board election is on June 15th.
- Announced the upcoming June 20th Visit California meeting.
- Reviewed the AMGEN Tour of California race activities.
- Upcoming Events: Roll out the Barrels, June 22-24, Cal Travel summit, June 26-30.
- July 5th Program budget before City Council
ADJOURNMENT
The meeting was adjourned at 7:13 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, July 12, 2017 at 5:30 p.m., in the Council
Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2017
ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE
DRAFT Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 5
SCOPE OF WORK FOR VISITORS INFORMATION SERVICES
The San Luis Obispo Chamber of Commerce shall provide and perform services to facilitate the
welcoming and hospitality of visitors to San Luis Obispo, in a manner designed to promote the
unique character, heritage and special attributes of the community and enhance the econom ic
vitality of the City of San Luis Obispo. Such services shall include, but are not limited to:
1. Maintain a public office in a central location in Downtown San Luis Obispo for visitor
information (the “Visitors Center”) that has regular hours that suits the needs of visitors.
2. Assist in implementing the City’s Tourism efforts, goals, and objectives.
2.1. Continue to maintain and improve upon strategic alliances including supporting
partnership opportunities with Cal Poly Open House & Alumni relations, the Arts
Community on special events, the City’s Parks and Recreation Department through
special events and marketing opportunities and Grants-in Aid recipients and allow the use
of the Visitors’ Center as an outlet for events and possible ticket sales.
3. Use the City of San Luis Obispo’s tourism logo and tourism URL in visitor information
materials commissioned and paid for by the City of San Luis Obispo.
4. Provide visitor information that suits the needs of visitors to San Luis Obispo.
4.1. Provide high level of personal customer service to visitors with an adequate number of
trained employees to handle the seasonal flow of visitors to the Visitors Center.
4.2. Respond to high volumes of information requests including telephone calls and emails.
4.3. Serve as a contact for information requests from potential visitors as well as an activity
resources and a referral agency to the City’s lodging members.
4.4. Maintain an annual events calendar.
4.5. In the Visitors Center dispense City maps, hotel/motel directories, visitors’ guides,
brochures, pamphlets, and general statistics about San Luis Obispo.
5. Provide written reports on activities monthly (by noon on the first Wednesday of the month) to
the City of San Luis Obispo’s Administration Department to be included in the Promotional
Coordinating Committee’ monthly meeting packets. At a minimum the reports shall include:
5.1. Summary of activities & achievements relating to work scope as outlined in Exhibit A
5.2. Number of visitors to the center for the month in comparison to historical data.
5.3. Number of events and activities promoted for the month and aggregated total.
5.4. Summary of monthly telephone and email information requests in comparison to historical
data.
5.5. Type and quantity of any special materials distributed to groups.
5.6. Summary of partnerships with event organizations in the Visitors Center
ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE
DRAFT Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 6
6. Once a quarter, present the PCC with a detailed oral report highlighting achievements as
compared to the work scope and elaborate on upcoming plans and events.
7. Once a year, upon request, provide a cost summary for the Visitors Center that details
operational line-item expenditure for the previous calendar year.
ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE
DRAFT Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 7
PUBLIC RELATIONS WORK SCOPE
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
The scope of work for this agreement 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 SLOCAL, CCTC and 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 TBID-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 to achieve comprehensive
marketing plan and increase brand awareness across all platforms
Reporting
• Monitor outreach effectiveness by providing analysis based on media monitoring system
established metrics.
• Provide written reports on activities monthly (by noon on the first Wednesday of the
month) to the City of San Luis Obispo’s Administration Department to be included in the
TBID’s monthly board packets and the Promotional Coordinating Committee’ monthly
meeting packets.
ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE
DRAFT Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 8
At a minimum the reports shall include:
o Summary of activities & achievements relating to the work scope
o Summary of media highlights/ coverage earned over the course of the month
o Number and copies of press releases distributed
o Listing of media outlets contacted and worked with over the course of the month
o As needed include information specific to PR involvement in TBID-supported
events and FAM trips and/or out-of-area promotional trips
• Monthly present an oral report to the TBID Board & PCC highlighting monthly
achievements as compared to the work scope.
• Once a quarter, present an oral report to the TBID Board & PCC highlighting in detail
the achievements of the quarter as compared to the work scope.
• Annually, present an oral & written report to the TBID Board & PCC highlighting in
detail the achievements of the year as compared to the work scope.
ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE
DRAFT Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 9
SCOPE OF WORK FOR MARKETING SUPPORT SERVICES TO GIA PROGRAM
Objective: Secure ROI of the GIA investment by assisting the organizations in utilizing the
funding to increase attendance and nurture collaboration.
Goal: Increase awareness of the supported events to attract residences and visitors in order to
maximize the event income to move toward self-sufficiency.
1. Manage a comprehensive marketing support program available to all Grants-in-Aid recipients
to enhance event visibility and increase event attendance. The program will include support
through:
• Writing press releases and distributing to local, regional and national media outlets
• Promoting events through social media channels
• Including events in event calendars to local tourism-related businesses
• Including events in upcoming event releases to local media outlets
• Meeting in-person, or by phone with groups
• Offering to sell tickets through the Visitor Center (at no charge)
• Promoting events through the Visitor Center by display of event materials- brochures,
posters, etc.
2. Prepare and distribute an easy-to-use, monthly local events one-pager to local hospitality
partners that is consistent with the “look and feel” of the city’s messaging efforts
3. Provide written reports all support activities monthly (by noon on the first Wednesday of the
month) to the City of San Luis Obispo’s Administration Department to be included in the
PCC’s meeting packets. At a minimum the reports shall include:
• Matrix of services fulfilled for each organization
• List of issues encountered and current and future opportunities
• List of media reached out to and copy of press releases sent
• Copy of the monthly events calendar.
• Summary on generated media coverage for events.
• Maintenance of a digital clip book of articles garnered through media outreach.
• Monitoring of ROI achieved from media outreach and reporting on, at minimum, ad value
equivalency, overall impressions, and circulation figures.
4. Once a quarter, present the PCC with a detailed oral report highlighting achievements as
compared to the work scope and elaborate on upcoming plans and events.
5. Annually, present an oral & written report to the PCC highlighting in detail the achievements
of the year as compared to the work scope.
ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE
DRAFT Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 10
SCOPE OF WORK FOR GFL
Development
• Work with city staff and marketing vendor to design new methodology for displaying
recurring events.
• Implement new methodology in mobile app and web based entry system as needed.
• Improve in-app analytics
Maintenance
• Maintain app releases for iOS and Android marketplaces.
• Update app as need to repair any bugs, apply necessary security updates
Event Management System
• Maintain web based event entry system on slohappenings.com
• Perform updates as need to repair any bugs and apply necessary security updates
• Maintain functionality between SLO Chamber, SLO Happenings App and Share SLO Calendar
App & Use Reporting
• Improve reporting system
• Automate monthly and quarterly reports
• Ensure marketing vendor has full access to information
Contract Reporting
• Once every three months or as needed, the contractor will provide an oral report to the PCC
to discuss the progress, changes or suggestions for the app.
Community Promotions Budget 2017-18
Budget 2017-18 Amount
Budget 404,688$
2016-17 Encumbrances 2,500$
Returned Funds (GIA)
Total Budget 407,188$
Expenditure Last Updated 7/7/2017
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ GIA Recipients
Grants-in-Aid Promotional Support Contract 28,000$ Chamber of Commerce
Event Promotion Funding 40,000$ 40,000$ City Administration
SLO Happenings Program - Technology 8,000$ GFL
SLO Happenings Program - Promotion 30,000$ Solve
General Contract Services 5,649$ 5,649$
Visitors Center 112,600$ Chamber of Commerce
PR Contract 34,000$ Chamber of Commerce
Downtown Maps 8,750$ Chamber of Commerce
Support Cost 5,000$ 5,000$ City Administration
Strategic Plan Update 2,500$ Regenerate Group
Administration 32,689$ 32,689$ City Administration
Total 407,188$ 32,689$ 50,649$
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2017
Media/Community Relations
1. Worked with Matchfire to feature San Luis Obispo in an upcoming episode of The Jet
Set which will showcase destinations that are educational for kids and fun for adults.
2. Worked with Visit SLO CAL to host Nelle Jacques, an editor with Petite Fute, for
inclusion in the 2018 version of the guidebook as well as online.
3. Pitched the following ideas to Visit California for inclusion in their insider travel tips
round up:
a. SLO Happenings App
b. Winter in San Luis Obispo
c. History Center Podcast Tour
d. Late Night at the Children’s Museum
e. Art After Dark
f. Bike Night
g. The Biggest Little Market in SLO (Saturday Farmers’ Market)
4. Pitched Coyote + Oak and Edible SLO as indie food and travel magazines to Mic.com.
5. Continued to work with Lisa Gipson at San Diego Family Magazine on her article about
San Luis Obispo.
6. Pitched San Luis Obispo as a destination that is perfect for a dog-friendly getaway to
Fido Friendly.
7. Pitched the new Airport terminal to Visit California for inclusion in their What’s New in
California: Fall 2017 round up.
8. Provided photos of Cerro San Luis to El Universal in Mexico City for inclusion in their
print article.
9. Pitched Hotel Serra and The SLO - Hotel San Luis Obispo to Global Traveler for their
article on properties opening in 2018.
10. W rote press release regarding San Luis Obispo being named the town with the Best
Blend of Sunshine, Food, and Beaches by Outside Magazine.
11. Pitched The Downtown SLO Farmers’ Market to Bon Appetit for an article on their
‘Healthyish’ section about best farmers’ markets.
12. Pitched San Luis Obispo as one of the best destinations for wine lovers to BuzzFeed.
13. Worked with the BBC’s The Travel Show to feature San Luis Obispo in their segment on
best places to visit between San Francisco and San Diego.
14. Pitched San Luis Obispo as one of the best places to visit this summer.
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2017
15. Pitched the Central Coast Railroad Festival to Visit California for inclusion in their round
up of events that celebrate California history.
16. Pitched the following ideas to Visit California for inclusion in their active travel:
a. SLO Marathon + Half
b. Warrior Trail Run Adventure
c. City to the Sea
d. Amgen Tour of California
17. Continued working with Portia Smith to plan a press trip to San Luis Obispo from Seattle.
18. Continued to work with the city, Barnett Cox & Associates and Matchfire on overall
tourism marketing campaign.
Media Placements
1. You can’t take a road trip without pit stops. Here’s the lowdown on 7 spots
Los Angeles Times highlights Madonna Inn and Apple Farm as can’t miss stops on the
101 between Los Angeles and San Francisco.
Unique Views: 23,969,120
http://www.latimes.com/travel/la-tr-road-trips-pit-stops-20170607-htmlstory.html
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2017
2. California’s Highway 1 is the most beautiful road trip in the country. Here’s the
proof.
Matador Network article explores the ‘plan B’ road trip from San Francisco to Los
Angeles – with a stop in San Luis Obispo –avoiding the closed section of HWY 1.
Unique Visitors Per Month: 3,805,118
https://matadornetwork.com/read/californias-highway-1-beautiful-road-trip-country-heres-
proof/
3. Family Road Trip: 6 Fun Stops Along California’s Central Coast
San Diego Family editor Lisa Gipson, who was hosted in San Luis Obispo earlier this
year, writes about the natural beauty, delicious food and fun things to do in SLO.
Unique Views: 44,922
http://www.sandiegofamily.com/travel/family-travel/2050-ca-road-trip
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2017
4. San Francisco to San Luis Obispo
Coastal Living Magazine outlines how to get from SF to SLO on the fifth leg of their
road trip from Seattle to San Diego.
Circulation/Audience: 659,309
Unique Visitors Per Month: 854,995
5. A rail of a time
Sunday Times Magazine features a story by Adam Edwards, who was hosted in San
Luis Obispo earlier this year, about his train trip along the California Coast.
Circulation/Audience: 50,062
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2017
6. The Golden State
Air New Zealand’s inflight magazine, KiaOra, features the classic California road trip that
was experienced by editor Jenny Farrel when she was hosted in Fall of 2016. Faller calls
SLO a ‘vibrant university town, with a cheerful buzz that was immediately welcoming.’
Available to 750,000 domestic passengers (self-reported)
7. For a Beery Good Time Call: SLO
Genie Davis, who was hosted during SLO Beer Week, wrote two articles for Diversions
LA about her time in SLO.
http://diversionsla.com/?p=6779
Staying SLO Brew Style - A Weekend in San Luis Obispo
http://diversionsla.com/?p=6186
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2017
8. Drinking California’s Central Coast
Forbes article by Amber Gibson calls the Central Coast the ‘most underrated wine
region in the country,’ and highlights Chamisal and Edna Valley Vineyard in San Luis
Obispo.
Unique Views: 29,761,498
https://www.forbes.com/sites/ambergibson/2017/06/01/drinking-californias-central-
coast/#1fa5e4231fa5
9. 30 Most Charming College Town Main Streets 2017-2018
Best Value Schools highlights San Luis Obispo’s Higuera Street as one of the most
Charming citing the youthful energy, Thursday Night Farmers’ Market and nearby creek.
The rankings were picked up by more than 30 additional sites.
http://www.bestvalueschools.com/charming-college-town-main-streets/
Spoke
Unique Views: 1,995,280
http://www.spoke.com/press_releases/593557fbb2691edc59001160
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2017
10. Pacific Coast Highway Road Trip: Los Angeles to San Francisco on CA Highway 1
TripSavvy tells readers how they can experience HWY 1 even with the Big Sur closure.
Unique Views: 128,461
https://www.tripsavvy.com/road-trip-los-angeles-san-francisco-4064567
11. An Inside Look: Niven Family Wine Estates
Blogger Minnesota Girl in the World showcases Niven Family Wines calling it the
perfect stop on your next trip to San Luis Obispo.
Unique Visitors Per Month: 11,814
http://mngirlinla.com/2017/06/03/inside-look-niven-family-wine-estates/
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2017
12. Top 7 Places for Nature Lovers in the United States
UK based blogger Chelsea Mamma names the Pacific Coast Highway, with a stop in
San Luis Obispo, as one of her best destinations for nature lovers in the US.
Unique Views: 41,897
https://chelseamamma.co.uk/2017/06/top-7-places-nature-lovers-united-states/
13. These 12 Towns In Southern California Have The Best Main Streets
Only In Your State highlights Higuera Street as one of the best main streets in
California.
http://www.onlyinyourstate.com/southern-california/best-main-streets-so-cal/
Renae Walker – Real Estate Agent Blog
https://realestaterenae.wordpress.com/2017/06/05/these-12-towns-in-southern-
california-have-the-best-main-streets-you-gotta-visit/
Report to City of SLO – TBID and PCC
Public Relations Contract
June 2017
14. America’s Happiest Town: Wining and Dining In San Luis Obispo
Plum Deluxe makes recommendations on where to stay, what to do and what to eat
while in San Luis Obispo.
Unique Views: 25,781
https://www.plumdeluxe.com/weekend-getaway-in-san-luis-obispo
15. Classical Music News of the Week, June 24, 2017
Classical Candor highlights Festival Mozaic in their weekly roundup of notable
Classical music events.
https://classicalcandor.blogspot.com/2017/06/classical-music-news-of-week-june-
24.html
Grants- in-Aid Marketing Support June 2017 Report
Organization Event VC PR SM EC MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X X X X
Cal Poly Corporation (for Cal Poly Arts)Cal Poly Arts Broadway Series X X X X
California Poppy Foundation Holiday Beer Festival X X X X X
Canzona Women's Ensemble
Canzona Women's Ensemble
Concerts (Choral Music)X X X X
Central Coast Shakespeare Festival Shakespeare Under the Stars X X X
Cuesta College Foundation Friends of the CPAC 6th Annual Gala X X X X X
Ecologistics, Inc.Deep Green Convergence X
Festival Mozaic
Festival Mozaic Live Concert
Broadcast in Mission Plaza X X X X
Foundation for San Luis Obispo County
Public Libraries
Book and Author Series (Formerly
Literary Salon)X X X
History Center of San Luis Obispo County Friday Night at the Museum X X X X X
Opera San Luis Obispo
La boheme: A City-Wide Arts
Collaboration X X X X X
Orchestra Novo Oz with Orchestra X X X X X X
Performing Arts Center, San Luis Obispo BravoSLO (Family Day at the PAC)X X X X X
Saint Andrew Greek Orthodox Church An Evening in Greece X X X
San Luis Obispo Classical Academy An Evening with Garrison Keillor X X X X X
San Luis Obispo County Arts Council dba
ARTS Obispo
Children's Day in the Plaza with
Passport to the Arts X X X
San Luis Obispo Little Theatre
SLO Little Theatre 70th Anniversary
Season X X X X
San Luis Obispo Railroad Museum Central Coast Railroad Festival X X X X
San Luis Obispo Soccer Club SLO Summer Classic 2016 X
San Luis Obispo Vocal Arts Ensemble
Vocal Arts Ensemble 40th
Anniversary Year X X X X
SLO Downtown Association 41st Annual Holiday Parade X X X
SLO Downtown Association 21st Annual Concerts in the Plaza X X X
SLO Downtown Association Santa's House X X X
SLO Noor Foundation Compassionate Hearts of Noor X X X
Black is current month, gray is past work
24 Total; 24 served to date or in progress
VC- Dropped off materials for display in Visitor Center; brochures, posters, etc.
PR- Sent out Press Release
SM- Ran event through Social Media outlets
EC- Included in Event Calendar
MTG- Meet with Groups in person to offer public relations advice and support
ST- Sell Tickets for events through the Visitor Center
PC- In place of in person meeting, had phone call with group to discuss details.
Report to City of SLO – PCC
Visitor Services Contract
June 2017
Visitor Interaction
June
2016
May
2017
June
2017
Walk-ins 6,232 6,327 6,718
Farmers’ Market* 1,500 n/a 2,500
Phone calls 531 362 445
Emails 288 388 422
*estimate without people counter
Visitor Center Highlights
• Launched Farmers’ Market booth for the season.
• Distributed GIA materials to area hotels and other key locations.
• Enjoyed helping every single visitor that came through our doors
Demographic Snapshot
International travelers 682
Asia 1%
Africa 0%
Europe 40%
Australia/New Zealand 9%
United Kingdom 38%
North America 10%
South America 2%
Domestic travelers
(outside of CA.)
594
West 7%
West Coast 34%
East Coast 24%
Southw est 13%
Midw est 21%
South 1%
California travelers 1,520
Northern CA 24%
Southern CA 27%
Central Coast 39%
Central Valley 9%
Desert 1%
Calendar of Events
June
2017
July
2017
Events in calendar 327 282
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: June 1 – 30, 2017
PROGRAM SUMMARY, SERVICES and RESULTS
Services Delivered: Promotional Digital, Content and Social Marketing and Management Strategies, Media Advertising Design, Planning and
Execution, Content Design and Planning and Execution, App and Landing Page Design, and Video Production.
Services Summary: Our efforts are now primarily focused on improving the robustness of the app by submitting a variety of new events to round out
the categories. As we find events that are not being entered by promoters, we are reaching out to remind them of the app and to provide the link for
them to input their events. We will continue to feature all local happenings during this busy summer season while regularly reminding people to
download/use the app for the mobile experience. The community engagement connects an additional information portal to those who are not yet
aware of the app or who had it at one point and haven’t used since the recent updates. The video ad remains in play and we will utilize it as a tool
for education of the features and ease of use. Contest survey results will be provided in quarterly report. We are looking forward executing the
approved strategies for FY 2016-17.
MEDIA / ADVERTISING
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
• Number of App Downloads: 141 (+41 / +41%)
• Number of Users: 1,799 (+37 / +2%)
• Number of App Sessions: 3,224 (-94 / -3%)
• Number of Submission Users: 82 (-13 / -14%)
• Number of Submission Sessions: 181 (-13 / -6.7%)
• Number of SLO Happening Splash Page clicks: 21,795 (+85)
• Number of Add Event Page clicks: 215 (+3)
• Number of Curated Events Entered / Posted: 74
• Contest / Emails / Survey Entries 258
Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Spend
Engagement / Awareness / Clicks to Website 12,240 23,321 2,120 1.63% $102.30
SOCIAL CHANNELS
SOLVE manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline and digital
app contests, connect and engage with the community users and event planners, optimize the media campaigns and deliver provide
quick response monitoring -- incrementally growing all digital channels and user data.
FACEBOOK May 2017 June 2017 +/-
Likes 22,132 22,141 +9
TWITTER May 2017 June 2017 +/-
Tweets 1,426 1,447 +21
Following 2,831 2,826 +5
Followers 2,520 2,541 +21
INSTAGRAM May 2017 June 2017 +/-
Posts 210 216 +6
Followers 3,445 3,507 +62
Following 2,117 2,141 +24
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings June Report
Events
Events : 245
Submissions : 80
From C hamber : 165
User Location
SLO County: 61%
San Francisco: 17%
Los Angeles: 14%
Other: 8%
Most Popular Events:
SLO Concerts in the Plaza: TROPO 609
SLO Concerts in the Plaza: Fialta 616
Roll Out the Barrels in SLO Wine C ountry 622 625
SLO Concerts in the Plaza: The Tipsy Gypsies 623
Surf Movie Night: Big Waves on the Big Screen 602
Usage:
2017 2016
Users :1,717 2,185 ( 23.98% decrease)
Times Opened: 2,987 4,408 ( 38.43% decrease)
Avg. Session Length: 2:23 2:22 (0 .69% decrease)
TOT Comparison2009‐102010‐11 2011‐12 2012‐13 2013‐142014‐15 2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 3.9% 88.3 84.7‐4.1 160.52$ 175.36 9.2 141.66$ 148.48 4.8August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ ‐1.2% 84.8 82.6‐2.6 151.23$ 155.11 2.6 128.23$ 128.09‐0.1September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 1.1% 78 74.8‐4.1 140.93$ 152.37 8.1 109.94$ 114.03 3.7October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ ‐2.2% 78 72.9‐6.6 142.17$ 146.18 2.8 110.87$ 106.51‐3.9November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 6.2% 65.1 66.5 2.1 128.84$ 133.3 3.5 83.85$ 88.61 5.7December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 1.2% 59.7 58.9‐1.3 118.86$ 123.17 3.6 70.92$ 72.52 2.3January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,437$ 2.4% 55.2 56.4 2.2 118.85$ 115.69‐2.7 65.62$ 65.30$ ‐0.5February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ ‐5.8% 66.2 61.7‐6.8 129.14$ 128.71‐0.5 85.53$ 79.36‐7.3March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ ‐1.7% 72.3 69.1‐4.3 131.95$ 130.03‐1.5 95.34$ 89.91‐5.7April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 16.3% 72.5 80.4 10.9 145.67$ 149.96 2.9 105.62$ 120.56 14.1May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 635,273$ 6.2% 70.7 72 1.8 145.58$ 147.7 1.5 102.92$ 106.33 3.3June 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$ 6,582,598$ 72.48 139.55$ 102.28$ 7,186,264$ *January TOT totals missing 2 homestays*February TOT totals missing 2 homestays*March TOT totals missing 3 homestays*April TOT totals missing 3 homestays*May TOT totals missing 1 hotel and 5 homestays Occupancy ADR RevPARFigures from Smith Travel Research report
Community Promotions Budget 2016-17
Budget 2016-17 Amount
Budget 403,609$
2015-16 Released Encumbrances 6,000$
Returned Funds (GIA)
Total Budget 409,609$
Expenditure Last Updated 7/6/2017
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ 100,000$ -$ GIA Recipients
Grants-in-Aid Promotional Support Contract 28,000$ 28,000$ Chamber of Commerce
Event Promotion Funding 40,000$ 40,000$ -$ City Administration
SLO Happenings Program - Technology 15,900$ 15,900$ GFL
SLO Happenings Program - Promotion 30,000$ 29,704$ FreshBuzz
General Contract Services 13,600$ 13,774$ (174)$ Various: Strategic Plan; SLO Little Theatre
Visitors Center 103,000$ 103,000$ Chamber of Commerce
PR Contract 34,000$ 34,000$ Chamber of Commerce
Downtown Maps 8,500$ 8,500$ -$ Chamber of Commerce
Support Cost 5,000$ 3,981$ 1,019$ City Administration
Administration 31,609$ 31,609$ City Administration
Total 409,609$ 408,468$ 845$
Organization Event(s)Event Dates
2017-18 Funding
Recommendation Comments & Funding Requirements Column1
1
Associated Quilt Guilds of the
Central Coast (AQGCC)Seven Sisters Quilt Show June 23 & 24, 2018 $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 $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 $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 $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 $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 $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 $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 $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 $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 $3,000.00
Funding to be used toward the media plan as
presented on the application.
13 San Luis Obispo Classical Academy
An Evening of Story with Jim
Wiess January 12, 2018 $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 $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 $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 $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.
18 San Luis Obispo Soccer Club SLO Junior's Classic April 6-8, 2018 $2,000.00
Funding to be used toward the media plan as
presented on the application.
20
San Luis Obispo Vocal Arts
Ensemble 2017-2018 Season
December 2017, April 2018,
June 2018 $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 $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 $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 $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 $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 $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 $100,000.00
$0.00
PCC Strategic Plan Survey Results
PCC Strategic Plan Survey Results
Question #2: What does the PCC consistently do well?
We are very grateful for the support of the PCC and have found the application process to be
clear and well organized. Funds always seem to be distributed evenly to groups across the
county. Molly is very helpful and does a great job administering the program.
The PCC consistently does a great job in communicating with stakeholders.
The PCC does a very good job of patiently sifting through dozens of grant proposals each and
every year, and doing their utmost to fairly distribute the limited funds they have. They also do
an excellent job of listening for the most urgent needs with regards to City tourism; allocating
funds for signage and creating infrastructure for ongoing marketing. Molly Cano is an excellent
staff contact for both the PCC and the TBID.
Provides us with the funding and guidance to successfully promote our events.
From my perspective, it promotes local events that draw out of town guests.
Molly Cano is a wonderful staff liaison for the PCC. The process for applications is transparent
and communications are timely. The existing PCC GIA program does a good job of encouraging
small organizations and start-up events to streamline and strategize their marketing efforts.
short, concise application, consistent amount available
Consistently looking at what will enhance the quality of life and experience here.
Choose to assist vital non-profits trying to bring attendees to the City to spend their tourist
dollars
The PCC provided clear information about the GIA application and process. The benefits and
expectations were also clearly presented. The PCC's support of the work of nonprofit charitable
institutions is appreciated and admirable.
Sticks to budget, considers their directive, finds variety in their projects chosen for support,
separates their purview from TBID, understands the diversity of visitors & residents (ie that not
everyone finds the same things fun.) Very good at upholding requirements for solid ideas in
solid applications, for the most part. (see number 3)
I have insufficient experience with PCC to answer.
Supports nonprofit events through GIA; provides services to locals/visitors through the Visitor
Center and SLO Happenings; promotes the city
Offer support / funding.
Consistently supports local organizations and businesses to promote the SLO lifestyle
PCC Strategic Plan Survey Results
The committee does an excellent job of distribution of funds to nonprofit, a difficult and time
consuming task
Communication is clear, timely and professional with grant applicants. Phone calls are returned
promptly and I felt well cared throughout the application and grant process
Let visitors know choices of what to do while they are here.
The process is clearly defined and funding decisions seem to be transparent, well-thought out,
based on stated criteria, and fairly administered. The annual informational meeting is very
helpful, especially to introduce the program to new applicants.
Keep funding needed culture in our community
Question #3: What does the PCC need to improve upon in it’s service to the community?
It would be great to see more support of tourism to San Luis Obispo from within our county, in
addition to those visiting from outside the area. Attendance at the information meeting could
possibly be mandatory for first-time applicants only, and optional for those groups who have
already been funded by the PCC.
Information sharing with all PCC grant in aid recipients. It would be nice to have the statistics
shared in PCC grant final reports shared with all organizations who receive funding.
The PCC could definitely use a larger budget for GIA funding. Supporting new events as well as
providing consistent support for established cultural institutions should be a part of the annual
City budget. Local arts and cultural institutions play a major role in “improving the quality of life
for all City residents.” They also do an excellent job promoting their events countywide and
beyond with very limited funds. The City can enhance their tourism marketing efforts by
consistently funding those institutions with a track record of success.
Possibly have a classes on promotions. Many of us non-profits are all amateur events folks. Any
training we can get will help us in properly focusing our efforts and promotion money.
It would be helpful if the PCC had a bigger budget for promoting events.
It would be helpful if the PCC could amend its policies to shift from funding events to funding
organizations that have demonstrated long-term programming that is effective in drawing
residents and visitors to San Luis Obispo, the cultural center of SLO County. The mandatory
meeting is unnecessary. If the mandatory meeting is to continue, it would be wonderful to
improve upon that experience by including more dialogue, strategy development and/or
capitalizing on the collective brainpower in the room. Having attended these meetings for more
than five years, it often feels like a wasted opportunity to gather so many cultural leaders and
not have a broader conversation about what we all do to enhance the quality of life.
PCC Strategic Plan Survey Results
direct assistance to non profits to help promote their events (not just monetary)
Looking at outside of the box ideas to keep our City in the eyes of the world.
It would be nice to see more interaction from the PCC with the grant recipients. I think both
would learn a great deal from one another in the process.
This was our first experience with the PCC and I do not have any recommendations for
improvement.
I would like to see more of a fact-based connection between social media expenditures and ROI.
I know that social media is very important but more nuanced articulation about what exactly is
expected from such investment might be helpful. Seems a fuzzy connection to me.
I have insufficient experience with PCC to answer.
With a smaller budget and broad mission, the PCC could focus in many directions with little
impact or choose a few things that are currently going well and focus impact around those
initiatives. For example, they could consider supporting fewer for-profit events and instead
focus on the GIA program which is unique to that committee and has been an historically strong
program.
Communication with potential and past recipients on process, deadlines, expectations.
I think there is room to be more inclusive of participation from organizations beyond GIA. It
could also help to recruit new commissioners
Focus on fewer projects rather than spreading funding to too many organizations that have little
real impact on the community.
Not sure
Let potential grant recipients know how they can qualify for help.
As the media landscape evolves, traditional advertising seems to be having significantly less
impact, especially print advertising. It might be helpful to develop a tool that grantees can use to
collect data for the next cycle or two about which types of advertising have the most impact on
their events so that the PCC can adjust its priorities. From my own experience, social networking
has a much greater impact on event attendance than paid advertising. Finding a way to support
those activities financially (not sure what that would be!) could be an important change.
PCC Strategic Plan Survey Results
Question #4: In your opinion, what are the top 1-3 things that the PCC should focus on for the next 2-3
years (new or existing programs)?
If possible, I think it would be beneficial to support both new and existing programs, possibly
with two different categories of funding. This would enable the PCC to encourage organizations
to develop new projects, while also supporting long standing arts and cultural organizations.
This in turn would enable long standing arts organizations to think strategically about long term
goals and planning.
The PCC should focus on a combination of new and existing programs as both types contribute
to the PCC's mission. Also, greater direction about what qualifies for PCC grant application and
TBID event support.
--Support the Mission Plaza Master Plan and the creation of a cultural district. --Seek increased
funding for promotions and GIA -- Create an Arts & Culture Commission (or fund Arts Obispo to
become one) with a dedicated budget for arts and culture promotions and infrastructure.
Continued to support newer events. Last year the PCC/TBID helped us with funding for two new
events. Both were successful and this year we see both growing. Addition promotion funds
would make that growth larger. Neither of our events can sustain the promotion funding on
their own yet.
Is there a way that the PCC could raise funds or partner with another agency to create a city
center events center? The Mission Plaza is not a practical place for such a center. It is very
difficult to do events there. 2. Start a new advertising campaign promoting the city for it's
environmental diversity and great climate.
Divide the PCC GIA funds into two buckets: - One to support organizations who have long-term
programming and events in place that can demonstrate serving large groups of the population,
bringing residents and visitors to SLO and enhancing the city's reputation as a cultural center for
the County. These funds could be allocated based on budget size of applicant organization or
number of people served by their programs. -The other to support start-up/new events and act
as seed money to launch new initiatives that serve the goals as listed above. 2. Provide best
practices and help organizations to effectively leverage their marketing. Consider hosting
workshops from the City's PR agency in topics like social media engagement, copywriting and
press release distribution. 3. Advocate for a dedicated stream of funding to enhance the cultural
brand of San Luis Obispo as an arts center, by using data-driven metrics to demonstrate the
ways in which arts and culture organizations, institutions and activities enhance the quality of
life for residents and visitors, and how without them, San Luis Obispo would lack identity.
ag tourism vacation rentals and alternative hospitality help non profits with media buy in out of
area media focus on "experiences" (hotel stay coupled with an activity)
PCC Strategic Plan Survey Results
Good access for bikes and infrastructure for enabling a good bike experience. 2. Help develop
ideas to make up-town Monterey Street more desirable. 3. Study thriving small-downtown cities
and glean more opportunities to enrich ours.
In the existing grant program, I think it takes a very long time to realize the results from
improved marketing. Marketing is difficult for non-profits, it's usually not their strength. It would
be wonderful to fully fund the grant recipients and assist this focused group of recipients in
really moving their marketing to the next level. The track relationship is great, and I understand
the need to wean recipients off the funding, but if the marketing goals are not met in that
period of time, it's clear more specialized help or services are needed. It would be so nice for
these non-profits to receive that specialized assistance and troubleshooting from this program.
Maybe through partnerships with Cal Poly, or with firms that specialize in this effort?
Support events that enrich SLO's cultural offerings and highlight our home as a rich artistic
community.
My nature is to consolidate and reorganize, but I'm not sure that's consistent with PCC's
direction to lend resources to new, innovative efforts & since this isn't my forte, I don't know if I
have much to offer here. I personally like PCC efforts in the arts, sports, and those that keep the
focus on SLO city itself. Information dissemination is always an important ongoing challenge, so
websites, apps--finding things that really work, as evidenced by participation in the event itself
(not just in the website or app)
I have insufficient experience with PCC to answer.
Honing it's mission so that it is not a catch all for one-off events or initiatives that need funding
or city support. Working with other City advisory bodies when appropriate to fun projects that
benefit locals and visitors. Building leadership within the advisory body.
Healthy community activities for families, social interactive events that bring the entire
community together for one cause or experience to build relationships between all ages,
groups, ect.
PCC should focus on growing their membership and finding a way to include stakeholders in
more actions to promote the community beyond funding events. PCC may be able to coordinate
an organized promotion from all of our organizations - perhaps through a bigger push through
SLO Happenings.
Physical improvements: Entrances to the city and downtown. Increase promotional funding to
nonprofits
It seems to me that if an event can prove high attendance and that it is adding value to the SLO
community, it should be considered for funding even if it is an existing program. I understand
the reasoning behind supporting new programs and fully support that, however, a successful
existing event holds a different kind of value for patrons and folks visiting SLO. There is a lot to
be said for building tradition and creating a sense of nostalgia for visitors to SLO that is lost if
successful existing programs aren't supported.
PCC Strategic Plan Survey Results
Music, art, and community activities such as speakers.
See comment above about studying the value of various kinds of advertising in the San Luis
Obispo market. Many organizations lack the resources to undertake this kind of study on their
own, and even if they could, the PCC would have a unique advantage to compile data collected
through dozens of organizations and the events they promote with PCC funding.
Grants in aid SLO happenings Open spaces signage
Question #5: What new relationships and/or initiatives should the PCC support or develop in the
future?
It would be wonderful to see dedicated funds in the budget to support Arts & Cultural
organizations in San Luis Obispo. Possibly partnering with Arts Obispo or the Community
Foundation as a re-granting agency.
More coordination between SLO Chamber and Visit SLO County would be more efficient and
encompass city and county wide marketing efforts. Inspire collaboration among organizations so
groups have incentive to work more closely together to achieve stronger results than they can
on their own.
Re-organize the GIA funding mechanism into two separate tracks: #1 - Encourage new events
from all sectors with seed money #2 - Reward success with consistent funding. The sustainable
funding track does not recognize the value of longstanding cultural institutions that provide
year-round high quality events, performances, exhibits and more. These organizations not only
serve residents, but are proven tourism assets and drivers year after year.
Training for non-profits in event planning and promotions. Also, possibly packing multiple events
on one ad in Sunset or other national/ regional publications that we cannot afford on an
individual basis.
In addition to the initiatives listed above, the PCC should consider creating or advocating for an
Arts Commission, which would advocate and support various cultural institutions, individual
artists, public art projects and historical sites. This could be a combined effort with the County
or could be operated in alignment with Arts Obispo, the County Arts Council.
more partnerships with wineries, breweries
Not sure, the arts and history component of our city is always a good idea to continue to
support and develop.
Perhaps partnerships with groups, businesses, students resources with marketing expertise to
really set the grant recipients on the correct path for realizing their goals?
Perhaps include some consideration of the environmental sustainability of events.
PCC Strategic Plan Survey Results
Work with economic opportunity efforts around planning for Diablo Closure, ie a slowly
softening economy. Attracting visits from people who might potentially add to the economy
long-term...?? Not a marketing person so don't know for sure here, but we're going to have to
think about PCC relation to bigger efforts and all row on the same boat. How that works I'm not
sure!
I have insufficient experience with PCC to answer.
Helping event producers put SLO on the map locally, regionally, state wide and then nationally
as a healthy, fit, outdoor active lifestyle destination to visit, work, live to ensure economic
growth for local & small businesses
Downtown SLO will be rebranding and pushing an initiative to grow downtown services, events
and promotions. We would value support and involvement in the coming year or two at
minimum but I think that there will be plenty of room for a continuing partnership as we fight to
make downtown a stronger more vibrant downtown than ever before.
Closer ties to downtown; TBID; Parks & Rec
Not sure
Not sure, but I will ask around.
It would be nice to see more cooperation between SLO's PCC and other municipalities as well as
Visit SLO County.
Question #6: Is there anything else you would like to share with us about the PCC?
Thank you for all you!
Many thanks for the hours you devote to your positions on the PCC.
I truly appreciate this all-volunteer committee’s efforts on behalf of City residents (and I am
one) as well as the arts organizations I have served.
The PCC, Chamber of Commerce and City Staff have been very helpful in answering questions in
a timely manner.
In late summer/early Fall, the results of a study of the economic impact of arts and culture in
San Luis Obispo County will be released. This study is part of a national survey conducted with
Americans for the Arts - more than 300 communities nationwide are participating. The PCC
should be aware of this study. Also, please consider making the application online only. It takes
so much paper to apply for this funding - consider the trees. Thank you.
PCC Strategic Plan Survey Results
No, they are a great bunch of hard working people.
Really thankful for the opportunities we have benefitted from in being grant recipients and
forging this new marketing path for our non-profit event.
We have appreciated the support of our event and look forward to future, mutually beneficial
partnerships.
Keep up the great work!
I am pleased that the Grants-in-Aid program exists and found it very helpful in expanding my
organization's outreach.
Thank you!
I appreciate everything that the PCC team puts into the community. It is a challenging job and
everybody does it so graciously, many people have no idea how important the work that PCC
does is to this community.
Thanks to the PCC volunteers and staff for the hard work and dedication.
Thank you, your program is a great support mechanism here in SLO.
Our organization is grateful for the opportunity to publicize to visitors because of the PCC.
I really appreciate the service provided by the committee members. I'm not sure that grant
recipients realize how much volunteer time is involved in reviewing and evaluating proposals!
DRAFT Minutes – Tourism Business Improvement District Board Meeting of June 21, 2017 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, June 21, 2017
Special Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
A Special Meeting of the Tourism Business Improvement District Board was called to order on
Wednesday, June 21, 2017 at 11:04 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, Kimberly Walker, Clint
Pearce, Chair Matthew Wilkins, and Vice Chair Nipool Patel
Absent: (one seat empty)
Staff: Tourism Manager Molly Cano and Tourism Coordinator Liesel Kuehl
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Angee Johnson of Taste SLO commented on her food and beverage tours of downtown.
CONSENT AGENDA
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER
PEARCE, CARRIED 6-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of regular meeting on Wednesday, May 10, 2017
C2. Smith Travel Report
C3. Chamber Public Relations Report
C4. BCA + Matchfire Marketing Report
C5. Chamber Visitor Center Report
C6. Transit Occupancy Tax (TOT) Report
DRAFT Minutes – Tourism Business Improvement District Board Meeting of June 21, 2017 Page 2
PRESENTATIONS
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 Thrillist naming SLO the best small towns to visit and
one of the top getaway destinations by Jetset Times.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. Marketing Agency Monthly Report
Representatives from BCA + MatchFire presented their marketing activities for the past
month for the SLO TBID. Current promotions, promotional metrics, and newsletter
items were reviewed. Highlights included a review of impressions of digital ads,
updates to the website and over 200 new leads for newsletters.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of June 21, 2017 Page 3
BUSINESS ITEMS
1. Presentation of the 2017-18 Marketing Plan
The Marketing Committee and the marketing agency representatives presented the
marketing plan document for fiscal year 2017-18 for Board adoption.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS,
CARRIED 6-0, to approve Marketing Plan as presented.
2. 2017-18 Contractor Work Scopes and Agreement Terms
The Board reviewed the 2017-18 contractor and partner work scopes for approval
contingent upon City Council’s approval of the TBID operating program budget. The
Board recommended to add a section to Cal Poly Athletics’ contract specifically for
halftime promotions during basketball and football games.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WALKER, SECOND BY VICE CHAIR
PATEL, CARRIED (6-0), to approve the contractor work scopes and agreement terms for Cal
Poly Athletics and SLO Wine.
ACTION: MOTION BY BOARD MEMBER WALKER, SECOND BY VICE CHAIR
PATEL, BOARD MEMBER PEARCE ABSTENTION, CARRIED (5-0-1), to approve the
contractor work scopes and agreement terms with the Chamber of Commerce for Guest Services
and Public Relations.
3. 2017-18 Annual Event Promotion Application
The Board considered the 2017-18 Annual Event Promotion Application and revised
timeline.
Public Comments:
None.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of June 21, 2017 Page 4
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WALKER, SECOND BY VICE CHAIR
PATEL, CARRIED 6-0, directed staff to release the application.
4. 2017-18 Trade Show Strategy and Participation
The Marketing Committee and staff presented the 2017-18 tradeshow strategy and the
specific show participation recommendation for the Board’s approval. The Board
discussed the participation in only the San Diego and Denver shows for the Travel &
Adventure Show series. They also approved the participation in IPW co-op with Visit
SLO CAL and directed staff to explore an additional show for the Marketing
Committee’s consideration.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY VICE CHAIR PATEL,
CARRIED 6-0, to approve the Tradeshow strategy and participation as recommended.
5. Marketing Committee Recommendation
The Marketing Committee presented their recommendations for sponsorship funding
for the 2017 Sustainable Ag Expo and the 2017 Grass Volleyball Tournament. The
funding for the Grass Volleyball Tournament will be contingent on the Marketing
Committee’s acceptance and approval of the sponsorship application.
Public Comments:
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WALKER, SECOND BY BOARD MEMBER
HARRIS, PEARCE ABSTENTION, CARRIED 5-0-1, to approve sponsorship funding in the
amount of $7,500 for the 2017 Sustainable Ag Expo.
MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER WALKER,
CARRIED 6-0, $5,000 for the 2017 Grass Volleyball Tournament contingent on the Marketing
Committee’s acceptance and approval of the sponsorship application.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of June 21, 2017 Page 5
6. Approval of Strategic Plan Action Steps
The Board reviewed and approved the action steps the for the Strategic Plan Update as
recommended by the Management Committee and Marketing Committee. The Board
would like to explore the addition of language to adopt a position on homestay policies.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WALKER , SECOND BY BOARD MEMBER
PATEL-MUELLER, CARRIED (6-0), to approve the Strategic Plan Update action steps as
presented.
TBID LIAISON REPORTS &COMMUNICATIONS
1. Hotelier Update
- Patel-Mueller commented on addressing issues to maintain safe environments at hotel
properties.
- Wilkins commented that electricity was lost on Monterey Street during Cal Poly
graduation weekend.
- Harris commented on emphasizing the TBID’s goals in the event sponsorship application
process.
2. Management Committee Update
No further updates at this time.
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, May 10,
2017.
5. Visit SLOCAL Update
Tourism Manager Cano provided a current update on Visit SLO CAL activities.
- Highway 1 Support
- Liaison meeting with the Mayor, City Manager, VSC, Pearce, Patel and Cano in
July
DRAFT Minutes – Tourism Business Improvement District Board Meeting of June 21, 2017 Page 6
6. Tourism Program Update
Tourism Manager Cano reviewed the following:
- Event Application Informational Meeting
o July 5th at 11:30 am in the Council Chambers
- Board Seat
o Open recruitment for the open seat
o One application has already been received
o Interview scheduled for later this week
- IPW-
o Washington DC – 6/3-6/8
o Held over 55 appointments
o Focused on targeted international markets: UK, China, Germany,
Mexico/South America, South Korea – in line with the VSC international
participation
o Met with international OTAs, receptives, operators
o Leads have been distributed to TBID members
- Visit California
o June 20 in person Rural Committee meeting
o ATTA influencer FAM (mission & farmers with SLO), year end reports,
and grant application
- Amgen Tour of CA – recap
o Tuesday May 16
o Ride came through SLO
o Very large turnout for race viewing
o Currently debriefing with all organizations involved and considering next
steps for next year as route is defined
- SLO Jazz Festival – May 20
o Internal meeting with Scott & team next week for initial debrief and prep for
his final report
- Coming Up: Roll Out the Barrels – June 22-24
o Stay in SLO ticket package – over 12 packages sold
- Cal Travel Summit – June 27-29
o Newport Beach
ADJOURNMENT
The meeting was adjourned at 12:40 p.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, July 12, 2017 at 10:00 a.m., in the
Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/2017