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HomeMy WebLinkAboutJune 21 2017 Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business  ImprovementDistrictBoard   Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. Special Meeting Wednesday, June 21, 2017 11:00 A.M. City Hall - Council Hearing Room CALL TO ORDER: Chair Matthew Wilkins PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the agenda. Public comment for each agenda item will be called for separately and is also limited to 2 minutes per speaker. State law does not allow the board to discuss or take action on issues not on the agenda, except that members of the board may briefly respond to statements made or questions posed by the person giving public comment. Staff may be directed by the board to follow-up on such items and/or place them on the next board agenda. CONSENT ITEMS C.1 Minutes of Regular Meeting on Wednesday, May 10, 2017 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 BCA + Matchfire Marketing Report C.5 Chamber Visitor Center Report C.6 TOT Report PRESENTATIONS 1. CHAMBER MONTHLY REPORT 10 mins Representatives from the SLO Chamber will present the report for the public relations activities over the past month for the SLO TBID. 2. MARKETING AGENCY MONTHLY REPORT 10 mins Representatives from BCA + MatchFire will present the report for the marketing activities over the past month for the SLO TBID BUSINESS ITEMS Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of public testimony. 1. PRESENTATION OF THE 2017-18 MARKETING PLAN 30 mins The Marketing Committee and the marketing agency representatives will present the marketing plan document for fiscal year 2017-18 for the Board’s review and adoption. 2. 2017-18 CONTRACTOR WORK SCOPES & AGREEMENTS TERMS 10 mins The Board will review the 2017-18 contractor and partner work scopes for approval contingent upon City Council’s approval of the TBID operating program budget. 3. 2017-18 ANNUAL EVENT PROMOTION APPLICATION 5 mins The Board will approve the 2017-18 Annual Event Promotion Application and revised timeline and direct staff to release the application. 4. 2017-18 TRADE SHOW STRATEGY & PARTICIPATION 10 mins The Marketing Committee will present the 2017-18 tradeshow strategy and the specific show participation recommendation for the Board’s approval. 5. MARKETING COMMITTEE RECOMMENDATIONS 10 mins The Marketing Committee will present the recommendations for the following items as considered during the committee meeting:  Sponsorship funding for the 2017 Sustainable Ag Expo  Sponsorship funding for a 2017 Grass Volleyball Tournament 6. APPROVAL OF STRATEGIC PLAN ACTION STEPS 10 mins The Board will review and approve the action steps the for the Strategic Plan Update as recommended by the Management Committee and Marketing Committee. TBID LIAISON REPORTS & COMMUNICATION At this time board members make announcements, report on activities, refer to staff issues for study and report back to the board at a subsequent meeting. 1. HOTELIER UPDATE – Liaison Reports 2. MANAGEMENT COMMITTEE UPDATE – Minutes: May 23, 2017 3. MARKETING COMMITTEE UPDATE –Minutes: May 30, 2017 4. PCC UPDATE – Minutes: May 10, 2017 5. VISIT SLO CAL UPDATE – Liaison Reports; April Activity Report 6. TOURISM PROGRAM UPDATE – Staff Report ADJOURN. POSTING STATEMENT: I, Liesel Kuehl, Tourism Coordinator, do hereby certify that on June 16, 2017, by 5:00 p.m., a true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet access to agendas and related material is available at www.slocity.org. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 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 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. 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. 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. 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. 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 STR Report May 2017Week of April 30 - May 6Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 76.4 69.8 140.83 130.59 107.56 91.18 9.4 7.8 18.0 18.0 0.0 9.4City of Pismo Beach 70.8 66.7 158.02 149.43 111.82 99.62 6.1 5.7 12.2 12.2 0.0 6.1City of San Luis Obispo 74.8 68.9 141.14 134.05 105.59 92.41 8.5 5.3 14.3 14.3 0.0 8.5Week of May 7 - 13Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 66.9 73.3 131.67 137.96 88.11 101.06 -8.7 -4.6 -12.8 -12.8 0.0 -8.7City of Pismo Beach 62.6 72.5 155.56 150.95 97.40 109.43 -13.6 3.1 -11.0 -11.0 0.0 -13.6City of San Luis Obispo 67.9 71.9 133.72 135.43 90.76 97.34 -5.6 -1.3 -6.8 -6.8 0.0 -5.6Week of May 14 - 20Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 76.0 76.4 139.69 140.55 106.12 107.39 -0.6 -0.6 -1.2 -1.2 0.0 -0.6City of Pismo Beach 74.5 78.2 160.41 155.01 119.43 121.24 -4.8 3.5 -1.5 -1.5 0.0 -4.8City of San Luis Obispo 74.9 73.0 142.10 137.92 106.43 100.66 2.6 3.0 5.7 5.7 0.0 2.6Week of May 21 - 27Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 79.4 78.6 149.99 148.74 119.04 116.91 1.0 0.8 1.8 1.8 0.0 1.0City of Pismo Beach 72.8 77.3 177.53 168.48 129.23 130.26 -5.8 5.4 -0.8 -0.8 0.0 -5.8City of San Luis Obispo 75.0 73.1 149.63 149.95 112.26 109.56 2.7 -0.2 2.5 2.5 0.0 2.7Week of May 28 - June 3Percent Change2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 73.8 76.4 157.03 153.79 115.86 117.46 -3.4 2.1 -1.4 -1.4 0.0 -3.4City of Pismo Beach 70.9 73.8 180.82 176.63 128.19 130.35 -3.9 2.4 -1.7 -1.6 0.0 -3.9City of San Luis Obispo 69.4 69.3 145.71 144.88 101.16 100.38 0.2 0.6 0.8 0.8 0.0 0.2May 2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev Room Avail Room SoldCity of Paso Robles 74.0 76.2 144.93 145.36 107.21 110.70 -2.9 -0.3 -3.2 -3.2 0.0 -2.9City of Pismo Beach 70.2 75.5 168.87 162.77 118.52 122.82 -7.0 3.7 -3.5 -3.5 0.0 -7.0City of San Luis Obispo 71.7 71.8 143.00 142.04 102.55 101.98 -0.1 0.7 0.6 0.6 0.0 -0.1RevPARADR Percent ChangeOcc %Running 28 Days - TY vs. LYCurrent Week - TY vs. LYOcc % ADR RevPARCurrent Week - TY vs. LYOcc %Current Week - TY vs. LYRevPARADROcc %Occ %Current Week - TY vs. LYADRADR RevPARRevPARADROcc %RevPARCurrent Week - TY vs. LY Report to City of SLO – TBID and PCC Public Relations Contract May 2017 Media/Community Relations 1. Worked with the CCTC to host San Luis Obispo portion of press trip for Far Out Magazine. 2. Pitched San Luis Obispo as one of the best small towns in the United States (under 60 K), focusing on attractions and amenities that appeal to millennials. 3. Worked with SLO Wine to feature dog-friendly photos of San Luis Obispo in Robin Soslow’s upcoming articles (she was hosted in partnership with SLO Wine in April). 4. Pitched the following ideas to Visit California for inclusion in their Urban Outdoor Recreation round up: a. 40 miles of trails in minutes of downtown b. The Madonna Inn bike path c. SLO Skate Park d. Historic San Luis Obispo by Bike e. Cerro San Luis Obispo 5. Pitched the following ideas to Visit California for inclusion in their ADA family travel: a. Children’s Day in the Plaza b. Madonna Inn Trail Rides 6. Pitched San Luis Obispo as a great weekend trip from LA to Cheapism. 7. Pitched Libertine, Central Coast Brewing and SLO Brew as contenders for best US breweries and brewpubs. 8. 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. 9. Worked with Visit SLOCAL to host Petite Fute writer for inclusion in the 2018 version of the guidebook as well as online. 10. Provided photos and fact checking for San Luis Obispo portion of Lisa Gipson’s upcoming article for San Diego Family. 11. Continued to work with the city, Barnett Cox & Associates and Matchfire on overall tourism marketing campaign. Report to City of SLO – TBID and PCC Public Relations Contract May 2017 Media Placements 1. Pacific Coast Highway Road Trip Travel Channel slideshow calls San Luis Obispo a ‘fairytale fantasy’ in its round up of must see stops along the PCH. Unique Visitors Per Month: 9,428,486 http://www.travelchannel.com/interests/road-trips/photos/pacific-coast-highway-road-trip 2. Road tripping along California’s central coast Daniel Otis, who was hosted in San Luis Obispo in September 2016, writes about his experiences along the central coast for his article in the Toronto Star. Circulation: 361,323 Unique Visitors Per Month: 9,373,163 https://www.thestar.com/life/travel/2017/04/05/road-tripping-along-californias-central- coast.html Report to City of SLO – TBID and PCC Public Relations Contract May 2017 3. The best small town to visit in all 50 states Thrillist article identifies San Luis Obispo as the best small town in California for the accessible art and music along with hiking and biking trails and a prime location in the center of the state. The article was also picked up by local outlets including The Tribune and KSBY. Thrillist Unique Views: 11,537,237 https://www.thrillist.com/travel/nation/best-small-towns-in-america Tribune Unique Views: 845,368 http://www.sanluisobispo.com/news/local/article151931877.html KSBY Unique Views: 195,190 http://www.ksby.com/story/35487947/report-san-luis-obispo-ranked-best-small-town-to-visit- in-california 4. All things pink! And caveman... King 5 features the new flight between Seattle and San Luis Obispo and a stay at the Madonna Inn, in their daily round up of ‘what's interesting around the Seattle region, the world, and what's happening at KING 5.’ Unique Views: 3,146,776 http://www.king5.com/news/todays-5/re5-seattle-is-that-you/444142428 Report to City of SLO – TBID and PCC Public Relations Contract May 2017 5. 9 Bucket List Road Trips From L.A. For That Well-Deserved Getaway Jetset Times post features San Luis Obispo as a ‘super underrated’ getaway with wine, mountains and great weather. Unique Visitors Per Month: 46,006 http://jetsettimes.com/2017/05/16/road-trips-los-angeles/ 6. Smaller college towns with the best music scenes Good Deed Seats, a ticket vendor that enables portions of their sales to be directed to nonprofits, highlights San Luis Obispo in its college town round up citing concerts in the plaza, frequent brewery concerts and venues such as the Alex Madonna Expo Center and the Fremont. https://gooddeedseats.com/50-best-college-town-music-scenes/ Report to City of SLO – TBID and PCC Public Relations Contract May 2017 7. SLO Train Day draws crowds KEYT showcases the San Luis Obispo Railroad Museum and Train Day to their Santa Barbara and south San Luis Obispo audience. Unique Visitors Per Month: 195,804 http://www.keyt.com/news/slo-train-day-draws-crowds/497047637 8. 5 unbeatable beer gardens in SLO county The Tribune article highlights the best beer gardens, three of which are located in the city. Unique Views: 845,368 http://www.sanluisobispo.com/living/food-drink/article153627214.html Report to City of SLO – TBID and PCC Public Relations Contract May 2017 9. The 10 best farmers markets in California Best Things California names San Luis Obispo’s Thursday night Farmers’ Market the fifth best in the state, just ahead of the San Francisco Ferry Building market. https://bestthingsca.com/farmers-markets/ 10. Amtrak is taking 25% off fares on Pacific Surfliner route Miles to the Max, a travel deals website, features the Pacific Surfliner which travels from San Diego to San Luis Obispo. http://www.milestothemax.com/2017/05/23/amtrak-taking-25-off-fares-pacific-surfliner-route- san-diego-san-luis-obispo/ Report to City of SLO – TBID and PCC Public Relations Contract May 2017 11. Strike the membrane at the beat of the drum brewery Great Beer Now writer Bryan Carey shares his experience at Bang the Drum while he was in San Luis Obispo on a hosted press trip. Unique Views: 14,845 http://www.greatbeernow.com/strike-the-membrane-at-bang-the-drum-brewery 12. Wine tasting: Baileyana in San Luis Obispo Blogger Hoot n Annie recaps Mother’s Day spent at Baileyana Winery I San Luis Obispo. Unique Visitors Per Month: 8,639 http://www.threeadventure.com/hootnannie/2017/05/26/wine-tasting-baileyana-san-luis- obispo/ 13. California road trip ~ part four: everybody loves SLO aka san Luis Obispo UK based blogger Lucie Loves talks about her three day stop in San Luis Obispo on her California road trip including the Madonna Inn, Sunset Drive in and downtown nightlife. http://lucieloves.co.uk/post/158711688264/travel-california-road-trip-san-luis-obispo-where- to-go SLOTBID AGENCY REPORT May 2017 HAPPENING NOW • Marketing Plan 2017–2018 • Updating Hotel & Homestay Pages • June Newsletter • Cal Poly Planning • Roll Out the Barrels SLO VACATIONS • Updated Pages -Downtown -Festival Mozaic -Music • Created Concerts in the Plaza & SLO Car Free Page SEO • Broken Links Fixed • Title Tags Shortened • Duplicate Title Tags and Meta Descriptions Updated EMAIL • Ongoing Welcome Series & Hotel Page Email • Lodging Loyalty “Thank You” Email, encouraging participants to book their stay before end of the school year • 202 New Leads 1 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. SLO TBID MARKETING PLAN 2017–2018 SLOTBID AGENCY REPORT May 2017 SHARESLO • Social focused around biking in San Luis Obispo • Activated on Instagram Stories for Edna Valley Vineyard Opening & SLO Jazz Fest • Community Blog Posts -Bike Month in SLO (Updated) -Planes, Trains & Automobiles! Ways to Get to SLO -2016 SLO Jazz Fest Experience -Summer Concerts in SLO 2017 -SLO in the News: April LOOKING AHEAD • Cal Poly SLO Days • Event Reports SLOTBID AGENCY REPORT May 2017 SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 34,711 55,578 24,867 slocity.com m.facebook.com orientation.calpoly.edu FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 742 104,290 796,486 6,731 996 4,176 TWITTER New Followers Total Followers Total Engagements #ShareSLO 31 3,715 546 450 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 260 10,740 134,320 2,798 16,869 3,158 YOUTUBE SLO Promo Video 33,010 Report to City of SLO – TBID Phone Line and Availability Contract May 2017 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 May 2016 May 2017 Calls to 1-877-SLO-TOWN 13 19 23 26 62 81 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 May 2016 May 2017 Email Response 15 16 15 12 44 58 Phone Calls to Hotels 58 61 43 51 104 213 Hotel Referrals Week 1 Week 2 Week 3 Week 4 May 2016 May 2017 Visitors Served (Walk-ins) 1,490 1,395 1,905 1,537 5,036 6,327 Farmers’ Market* n/a n/a n/a n/a n/a n/a Hotel Rooms Referred 488 374 251 302 1,248 1,415 *estimate without people counter TOT Comparison2009‐102010‐11 2011‐12 2012‐13 2013‐142014‐15 2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐July 508,195$        541,806$        591,184$        636,778$        699,845$          761,346$          844,845$          877,391$          3.9% 88.384.7‐4.1 160.52$   175.369.2 141.66$    148.484.8August 511,564$        542,194$        574,395$        623,655$        674,244$          732,271$          774,501$          765,232$           ‐1.2% 84.882.6‐2.6 151.23$   155.112.6 128.23$    128.09‐0.1September 400,023$        437,543$        490,524$        508,583$        505,954$          557,002$          643,127$          650,117$          1.1% 7874.8‐4.1 140.93$   152.378.1 109.94$    114.033.7October 414,870$        442,586$        437,805$        469,977$        509,435$          594,032$          642,221$          628,049$           ‐2.2% 7872.9‐6.6 142.17$   146.182.8 110.87$    106.51‐3.9November 280,913$        330,924$        347,437$        359,163$        425,769$          475,360$          468,016$          497,162$          6.2% 65.166.52.1 128.84$   133.33.5 83.85$       88.615.7December 246,684$        274,417$        314,784$        319,451$        355,315$          391,132$          429,600$          434,836$          1.2% 59.758.9‐1.3 118.86$   123.173.6 70.92$       72.522.3January 230,279$        256,351$        276,165$        302,153$        331,853$          400,239$          387,304$          396,437$          2.4% 55.256.42.2 118.85$   115.69‐2.7 65.62$       65.30$      ‐0.5February 273,373$        302,246$        323,359$        344,160$        366,980$          431,510$          466,915$          439,735$          ‐5.8% 66.261.7‐6.8 129.14$   128.71‐0.5 85.53$       79.36‐7.3March 326,099$        333,783$        392,266$        426,879$        448,103$          520,795$          559,235$          549,642$          ‐1.7% 72.369.1‐4.3 131.95$   130.03‐1.5 95.34$       89.91‐5.7April 423,158$        451,133$        475,913$        486,850$        564,617$          610,894$          609,439$          708,724$          16.3% 72.580.410.9 145.67$   149.962.9 105.62$    120.5614.1May 372,997$        433,874$        447,116$        489,862$        546,916$ 601,614$ 598,093$ 70.7 145.55$   102.93$    June 490,326$        512,543$        578,234$        610,948$        630,729$          727,028$          731,038$          78.9 $160.81 126.91$    Total/Average 4,478,481$    4,859,400$    5,249,181$    5,578,460$    6,059,758$       6,803,224$       7,154,334$       5,947,326$       72.48 139.54$   102.29$    7,186,264$ *January TOT totals missing 2 homestays*February TOT totals missing 2 homestays*March TOT totals missing 3 homestays*April TOT toals missing 3 homestaysOccupancy ADR RevPARFigures from Smith Travel Research report 1 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. SLO TBID MARKETING PLAN 2017–2018 2 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. TABLE OF CONTENTS INTRODUCTION 3 OUR APPROACH 5 DIGITAL 8 SOCIAL 10 LODGING LOYALTY 11 SEASONAL PROMOTIONS 12 CREATIVE 13 PAID MEDIA 14 STRATEGIC PARTNERSHIPS 16 EVENTS 18 CONCLUSION 20 ADDENDUM A 21 ADDENDUM B 22 3 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. INTRODUCTION The following plan outlines our approach to deliver on SLOTBID’s Strategic Clarity Plan for 2017–18. Following a successful and accomplished 2016–2017, BCA & Matchfire are primed to capitalize on our discoveries about what works, what doesn’t and what’s next. Before we dive into our plan, take a look at a snapshot of the past year’s progress. SNAPSHOT OF 2016-2017 • Deployed “It Means Something Different Here” campaign 2.0, with addition of ‘Going Up,’ ‘In a Jam,’ and ‘Bubblegum’ print and digital ads • Created and distributed unique content that inspired returning and new tourists • Implemented a marketing automation program to enhance email marketing efforts • Captured and created a library of candid, “local perspective” video content • Expanded library of professional photography, including indoor and family-focused activities • Developed and distributed new collateral materials, including the revised Itinerary Inspiration Guide and the new Lodging Properties rack card • Executed new social media opportunities including Snapchat and Instagram Stories • Developed seasonal promotional campaigns, including Cal Poly Lodging Loyalty Program, Money for a Rainy Day, Exclusive Seattle Promotion, and tradeshow-specific promotions • Developed individualized event promotion strategies, including some media plans for SLOTBID-sponsored events • Partnered with Visit SLOCAL on new co-op placements in formerly out-of-reach publications NEW OPPORTUNITIES FOR 2017-2018 • Venture into new geographic markets, including Seattle and Denver • Explore new tradeshow opportunities, including new markets and B2B events • Develop content specific to tiered markets and target personas • Enhance video strategy from real-time activations to short form, pillar videos • Amplify Cal Poly partnerships through the New Student & Transition Programs, Athletics and Parent Programs • Leverage expected travel trend of increased “bleisure” travelers to market to business travelers during mid-week and shoulder season • Develop email campaign that delivers interest focused content to spur “traveling by passion” • Develop new creative campaign and assets to inspire travel to SLO • Build on existing successful seasonal promotions strategy to increase hotel stays in shoulder season • Utilize effective event strategies from 2016-17, including personalized media buys and creative, to increase out-of-area event attendance and stays in San Luis Obispo lodging properties 4 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. TBID STRATEGIC CLARITY PLAN In 2017–18, we will link updated Strategic Clarity Plan marketing initiatives to specific action items within the Marketing Plan. The highest priority Strategic Clarity Plan initiatives for the 2017–18 fiscal year are: • Deliver Smart Growth ◊ Develop an engaging and comprehensive marketing plan ◊ Develop a SLO identity for attracting corporate visitors ◊ Identify, map and prioritize target audiences for marketing and PR • Develop the SLO Brand ◊ Clarify and strengthen the SLO (TBID/City) brand platform, including minimization of brand confusion ◊ Identify assets and build a unique identity for the City of SLO • Build Meaningful Partnerships ◊ Maximize our strategic partnerships at the national, regional, state and local level ◊ Create a comprehensive Cal Poly/Cuesta partnership plan • Contribute to an Unforgettable SLO Experience ◊ Further develop our loyalty program ◊ Create a packaged program for “How to do SLO” ◊ Develop a world-class event 5 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. OUR APPROACH We’ve spent the past three years learning the ins and outs of marketing the City of San Luis Obispo. We’ve celebrated our successes and what has worked, and noted the areas for improvement and new opportunities. Moving into the 2017-2018 fiscal year, we are using our experience, the goals outlined in the Strategic Clarity Plan, and research on the leading industry trends to shape our plan for the coming year. Our approach includes: • Research • Content Marketing • Video & Photography • SEO • Marketing Automation • Social Media • Lodging Loyalty Program • New Creative • Paid Media • Strategic Partnerships • Event Promotion • Seasonal Promotions • Tradeshows 6 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. RESEARCH While trend research and visitor data has always been at the center of SLOTBID’s marketing strategy, your agencies will focus on data aggregation in 2017-2018, utilizing information pulled from SLOTBID owned channels including social media, website traffic, email database, display ad performance, promotion redemptions and more. This research will connect to a larger picture as we develop specific personas and tiers for our marketing efforts. We’ll continue to monitor trends in tourism marketing and travel to inform our marketing strategy. In addition, we’ll review economic factors as part of our promotions strategy to address potential impacts. • Economic Impacts ◊ Expansion of SLOTBID properties: Motel Inn, Granada Hotel Expansion, Hotel Serra, Chinatown Hotel, Monterey Hotel, totalling to over 300 additional rooms ◊ Changes & Fluctuation in Occupancy, ADR and RevPAR within 2016-2017 ◊ Expanding Competition with Airbnbs, VRBOs and more ◊ Projected 2017 Growth in California Travel (Sourced from Visit CA, Tourism Economics; US Dept. of Commerce) • Total visitation for 2017 is forecasted to increase 2.0% * Domestic travel is forecasted to increase 2.0% * International travel is forecasted to decrease 1.0% • Total spending for 2017 is forecasted to increase 2.5% * Domestic spending is forecasted to increase 3.8% * International spending is forecasted to decrease 2.9% • Travel Trends for 2017 ◊ Growth in Experiential Travel: Person-to-person interaction is increasingly important. Modern day travelers have desire to bring humanity back into travel with the digital overload. ◊ Growth in Travel from China to California: Travel from China is potentially surpassing Mexico & Canada’s market share. Visit California poses China as top international market with India as top emerging market. ◊ Travel Growth Segments: People are increasingly traveling by a passion with growth in the following segments: Meetings & Events, Health & Wellness, Culinary and Ecotourism. There is also rapid growth within the “bleisure” segment, mixing business and pleasure. ◊ Increase in Local Travel amongst Millennials: Paralleling the growth in experiential travel, millennials value experience over things. ◊ Content Marketing: Content marketing has evolved from a novelty into the mainstream within travel industry, with increasing spends. 7 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. PERSONA & TIERED MARKETING DEVELOPMENT To more accurately target the types of travelers we have identified within our five pillars, we will create detailed personas to keep us on a dedicated path to attract the budget minded outdoor adventurer or those empty nesters with high interest in arts and film in addition to the various other travel types in between. By meticulously creating personas or cohorts, we can more accurately target the niche markets that we aspire to attract. We need to be aware of the traits, trends and detailed travel habits of several different personas that feed into our current pillars for City of San Luis Obispo visitors. • Develop an overarching creative campaign that speaks to all travelers, inspiring them to visit San Luis Obispo • Drill down into campaign to deliver specific messages to various levels and types of travelers, always driving millennials, young families and baby boomers to specific hotel types • Vary the parameters of age, household income, interests within specific campaigns • Create short videos geared toward budget oriented travelers, families seeking mid-range accommodations and luxury hotel seekers • Whitelist certain websites so SLOTBID ads appear on appropriate range of sites, such as budget travel sites, mid-range travel sites, high end culinary, mid-range food/beer/wine 8 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. DIGITAL With a strong digital infrastructure completed in 2015 that included a redesigned and fully responsive website, we focused our efforts in 2016-2017 on expanding our audience and growing our reach. Our primary focus centered around delivering relevant messaging to engaged audience members with a strong call to action that encouraged bookings at San Luis Obispo properties. Additionally, we implemented marketing automation with trigger campaigns based on user behavior, which allowed us to deliver relevant content to users at the most opportune time. Aligning with digital trends in the coming year, we will focus on big data, content marketing and video in addition to continuing an integrated marketing strategy that consists of SEO, marketing automation and a mobile first approach applied to all digital efforts. IN REGARDS TO BIG DATA, WE WILL— • Leverage big data to inform our marketing efforts, including but not limited to search data, Google Analytics, social metrics, email insights, survey and promotion data • Analyze historical data to forecast future trends • Utilize relevant city, regional and state-level research • Track trends to enhance marketing strategies, content development and delivery methods FOR CONTENT MARKETING, WE WILL— • Continue to position SanLuisObispoVacations.com as the go-to resource for SLO travel information • Create and implement a cohesive content strategy and calendar, aligning digital efforts across our strategic partnerships, events, promotions and SEO trends • Develop and expand site pages monthly, including things to do, vacation ideas and deals, specific to all tiered markets and target personas • Create engaging content on ShareSLO community blog that inspires travel • Continue to leverage guest bloggers whenever possible • Develop a packaged program for “How To Do SLO” on SanLuisObispoVacations.com and social channels WITH VIDEO, WE WILL— • Integrate video marketing strategy into master content calendar • Create short, captivating video content, optimized for mobile, as a tool to inspire travel through greater storytelling • Activate on social platforms’ live video avenues to showcase authentic, exclusive content, including but not limited to Instagram Stories, Snapchat and Facebook Live 9 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. OUR SEO PLAN, IS TO— • Maintain search rankings to continue to position SanLuisObispoVacations.com as the authority for the city’s tourism information • Continue to manage and refine keyword selection and distribution across site • Seek opportunities to incorporate ADA Compliant Regulations as they become available WITH MARKETING AUTOMATION, WE WILL— • Build upon and amplify marketing automation efforts that were established in 2016–2017 • Continue templated monthly and promotional emails, using search trends and audience insights to create content • Revamp the current newsletter template to encourage action and direct users to • SanLuisObispoVacations.com • Clean database to keep a captivated and engaged audience • Create unique trigger emails based on user behavior and identified interests, strategically targeting users with valuable information at the right time ◊ Enhance the current “welcome series” to engage users from the start ◊ Continue automated hotel abandonment follow up email, based on last year’s successful metrics ◊ Develop automated emails for events, showcasing upcoming SLOTBID sponsored events ◊ Establish annual birthday series, including special offers for traveling to SLO on their birthday • Launch a quarterly membership newsletter, informing constituents of SLOTBID updates, current promotions and marketing efforts OUR MOBILE FIRST APPROACH WILL ENTAIL— • Execute all site updates for mobile optimization • Develop all email templates with responsive design • Create content that can be conveniently consumed across all devices • Design all site pages that can transcend all devices seamlessly In alignment with the refreshed Strategic Clarity Plan, we aim to amplify the digital presence of the San Luis Obispo brand while delivering smart growth and focusing on contributing to an unforgettable SLO experience. By activating on the major digital trends in the coming year, we are providing the ideal digital landscape for a user to plan their vacation to San Luis Obispo. 10 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. SOCIAL Today’s modern travelers are “experience collectors,” looking for authenticity, immersion and enrichment. With its growing dominance in the digital space, social media now plays a major role in people’s travel decisions. Due to social media’s ever-evolving landscape, we’ll continue to adjust our strategies as new platforms and opportunities arise. Research shows the growing importance of social media, specifically Facebook and Instagram, with 1 in 5 minutes on mobile phones spent on these social platforms. Over half of travelers mentioned that social media influenced their travel plans, too. Due to last year’s successes, we will continue to focus on using user generated content and leverage San Luis Obispo’s “wow-factor” assets by capturing unique photos and videos. We will provide our followers with an authentic look at San Luis Obispo through our “local perspective” content strategy, inspired by the successes of the ongoing ShareSLO campaign. With Facebook standing as the leading referral to SanLuisObispoVacations.com, we’ll increase the social paid media budget and continue to promote posts, boosting engagement and driving users back to the site. OUR PLAN IS TO – • Focus on growing our fan base on Instagram while continuing to strengthen presence on Facebook and Twitter • Curate captivating, user generated content to increase engagement across platforms • Ignite greater storytelling through increased use of video, optimized for mobile and tailored to the fast-paced traveler • Amplify YouTube presence with additional video assets, specific to various target markets • Engage with visitors in-the-moment by activating on live stream and story capabilities, tapping into the growth of experiential travel • Tailor and optimize social content based on search trends and historical data • Explore Instagram and Twitter takeovers with influencers • Leverage social to increase adoption of SLOTBID promotions, driving travel during the shoulder season • Activate social giveaways in partnership with SLOTBID sponsored events and strategic partners such as Cal Poly, SLO Wine and Amtrak • Actively monitor social channels, #ShareSLO and other related travel hashtags to increase interactions with both locals and visitors • Utilize social listening tools to monitor social conversations, ensuring reputation management 11 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. LODGING LOYALTY Last year, we launched the lodging loyalty program exclusive to incoming Cal Poly parents. Taking a traditional loyalty punch card approach, registered participants would collect punches for every night they stayed at a City of San Luis Obispo lodging property. Once they reach 10 night stays, the participant could redeem a free night stay, up to $250 value. Although there was initially strong interest, the activation led to low adoption rates due to the laborious, complicated process and required night stays before reward. This year, we are focusing on a new approach to streamline the process, based less on incentives and more on exclusive offerings. We’ll work closely with the board to develop a solution that is effective for branded and non-branded properties. We’ll also further develop our relationship with Cal Poly parents, and glean valuable insight about their SLO travel preferences. 12 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. SEASONAL PROMOTIONS To address seasonal dips in occupancy, we’ll continue to develop promotions that put heads in beds when they’re needed most. The successful “Money for a Rainy Day” $100 gift card promotion has developed a loyal following over the past two years during its January–March campaign, and will be the likely promotion of choice for this same time period in 2018. In addition, we’ll utilize other dedicated promotions funds to attract fall stays, and set aside funds for special opportunities to attract specific audiences out of market, such as Seattle and Denver, SLO County Airport’s newest destinations. Fulfillment will be coordinated through the SLO Chamber. 13 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. CREATIVE SLOTBID’s 2015-2017 creative campaign showed viewers why San Luis Obispo is a desirable destination by comparing stunning San Luis Obispo photography to the mundane, stressful, and black and white world many of our visitors are coming from. “It Means Something Different Here” rolled out in digital and print alongside a brand new SLOTBID logo in 2015. Over the course of 2015-2016, SLOTBID worked to identify San Luis Obispo’s assets to define the types of travel experiences one could get in the city, then worked those pillars into new videography and photography. Since then, the logo, campaign, and photography and videography assets have served us well, and 2017–18 brings SLOTBID a new opportunity to analyze the messaging that was successful, fill in the gaps in our library of assets, and most importantly, create a new creative campaign that speaks to the hearts and minds of today’s ever-changing traveler. According to Visit California, the 2017-2018 traveler is looking for immersive experiences, choosing their travel destinations by the passions they align with, including SLOTBID’s pillars of Arts & Culture, Outdoor, Culinary and Family. The modern traveler wants to feel connected, not only to the sights and sounds in their destination of choice, but to themselves. In addition, today’s traveler makes his/her decision only after viewing a massive number of content pieces, sometimes up to 400, including videos, photos, reviews, articles and informational websites. Our campaign message must be applicable across various platforms in order to sell a holistic idea of San Luis Obispo. OUR 2017–19 CREATIVE CAMPAIGN WILL— • Bring humanity back into travel by selling the feeling of SLO, from landscapes to people • Captivate the prospective visitor and deliver customized messages within the pillars in which they align, with visuals that speak to their passions of Arts & Culture, Outdoor, Culinary and Family • Increase intention to travel by increasing campaign engagement • Include immersive video that acts as advertisement and as a sales tool for SLOTBID marketing and our strategic partnerships • Include print, digital, and social elements to be used in all aspects of our media plan Campaign development and production will take place June–August 2017, in order to launch paid media in the fall. 14 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. PAID MEDIA Our paid media sights remain set on Los Angeles, San Francisco, San Jose and San Diego as well as expanding into and testing new flight markets in Denver, Colorado and Seattle, Washington, where applicable, and in accordance with Visit SLOCAL’s media plan to not duplicate efforts. The development of SLOTBID visitor personas and tiers, including budget, mid-range, luxury, will guide our demographic ad placement strategy. Paid media was heavily dedicated toward digital display, mobile, email targeting and SEM in 2016– 2017. These buys were a combination of static, GIF and pre-roll video ads, and were highly adaptable, accommodating SLOTBID’s needs to target various demographics and geographic locations based on time of year, sponsored events, or seasonal promotions. This programmatic and behavioral retargeting led to the highest performing campaign to-date, and we plan to utilize the same flexible placement methods in 2017–2018 in order to amplify the high-performing creative and scale back and adjust the creative that isn’t hitting the mark with our target audiences. In addition, we’ll be adding geo-proximity targeting to our digital media buy, which uses latitude and longitude to capture mobile device data. This will help SLOTBID capture late bookings and win over the weekend warriors making lodging property decisions while they’re traveling near or through the area. Visit SLOCAL continues to offer appealing co-opportunities for paid media buys in several markets that were formerly unreachable within SLOTBID’s budget, including the recent Buzzfeed advertorial, Matador advertorial and video, and Alaska Airlines Magazine in 2016–2017. A larger portion of the paid media budget will be set aside for 2017–2018 co-opportunities should they arise. SLOTBID participated in several print and digital advertorial buys in 2016–2017, including a number of custom content pieces, visitor guides, and special section print ad placements. In addition to these traditional placements, we will expand into radio and streaming music sources in 2017–2018, as more travel brands experiment with traditional media forms to cut through the digital clutter. We made optimal use of the new SLOTBID video assets in 2016–2017, including video pre-rolls embedded in online articles that aligned with our pillars, serving up video ads to audiences who were targeted for relevancy. Videos were also shown as video previews at movie theaters in San Jose and San Diego. While theater engagement is incalculable, digital delivery of video pre-rolls exceeded expectations, with an average 100% view rate of 23%. We plan to remove theater advertising in 2017–2018 due to the difficult nature of measuring ROI, and expand preroll delivery, with focus on the trend of shorter video lengths, as short as :06 seconds, according to industry insights, in order to increase video view time. 15 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. FOR PAID MEDIA, WE WILL— • Focus on drive markets and new flight markets, in alignment with Visit SLOCAL’s media buy to prevent duplicating efforts • Continue the successful digital campaign which includes programmatic, behavioral, email, and geo-proximity targeting & SEM • Increase budget for co-ops through Visit SLOCAL in order to expand reach and maximize dollars • Further experiment with traditional media including print & digital advertorials, visitor guides and FM/streaming radio • Increase video pre-roll placements and decrease length of video 16 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. STRATEGIC PARTNERSHIPS SLOTBID’s strategic partnerships allow the marketing agencies to build relations with the organizations below, elevating the destination as a whole. Promotional opportunities with each organization gives SLOTBID new platforms and audiences to build brand awareness and amplify our message. Amtrak • Partner with LOSSAN’s Pacific Surfliner route to encourage travel to and from SLO by train • Develop mutually beneficial promotions with Amtrak, including RTA discounts once guest arrives • Provide and receive digital assets for cross promotion Visit California • Utilize Visit CA-provided research on visitor growth trends • Align content calendar with statewide tourism efforts • Participate in marketing opportunities & activations within Visit CA pillars, including Kidifornia, Dream Eater, Golden State of Luxury, Jonny Moseley’s Wildest Dreams, Dream 365 and more • Participate in Visit California’s Official Visitors Guide CCTC • Work with CCTC to resurrect blog page and return referral traffic to SanLuisObispoVacations.com back to historical levels, if not better • Increase monthly blog content to boost referral traffic • Place and update banner ads as needed • Coordinate with representative to keep events listing up to date • Align content calendars to ensure maximal content reach • Add new “buzzwords” such as “overlanding” to blog content • Focus on wellness and a retreat-like experience Visit SLOCAL • Take full advantage of applicable co-opportunities provided by Visit SLOCAL for high value media placements • Coordinate content calendars to ensure maximal content reach • Continue efforts to break the SLO log jam by working in partnership with SLOCAL to differentiate and clarify brand purposes • Continually update SLOCAL’s WebDAM database of SLO assets for editorial use • Prepare media buys in accordance with SLOCAL’s existing media plan in order to prevent duplication of efforts • Provide ongoing content updates as needed for SLOCAL’s SLOTBID web listing and other SLO mentions 17 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. Cal Poly Athletics • Update all PA reads to customize message for in-market and out-of-market audiences (ShareSLO in, SanLuisObispoVacations.com out) • Update all athletic event signage per agreement • Provide ongoing content for Cal Poly Athletics e-newsletters • Coordinate two social media campaigns to Cal Poly Athletics fans • Utilize Presenting Sponsor games for SLOTBID member engagement events • Use sporting event tickets for planned giveaways, hosted media and potentially Lodging Loyalty 2.0 • Fulfill additional deliverables as outlined in SLOTBID’s contract, including content/ad for the visiting teams guide Cal Poly Parent Program • Implement event strategies for Open House, Student Life Orientation (SLO) Days, and • Week of Welcome to get SLOTBID and ShareSLO brands in front of new students and parents • Develop a co-branded campaign to equally fulfill Cal Poly and SLOTBID goals of connecting parents to and developing a relationship between the campus and the City • Leverage Cal Poly Parent Advisory Committee as sounding board and focus group for generating additional room nights in San Luis Obispo • Work toward finding in-roads with Cal Poly Alumni via successes with the Parent Program and Athletics SLO Wine • Update SLOWine.com banner ads to reflect SLOTBID sponsored events and promotions • Provide monthly content for SLO Wine e-newsletter and social media • Promote SLO Wine events in accordance with SLOTBID’s event strategy guidelines • Attend SLO Wine member meetings to provide seasonal information about promotions and other brand integration opportunities SLO Chamber of Commerce & Visitor Center • Coordinate SLOTBID sponsored event coverage with event organizers by utilizing • Chamber’s public relations contract to enhance marketing efforts • Align foreknowledge of media mentions & stories with advertising strategy to target new, niche markets • Utilize Visitors Center for seasonal promotions • Utilize staff-collected visitor data in ongoing SLO visitor research efforts 18 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. EVENTS In 2015–2016, your marketing agencies developed and implemented an event strategy and deliverables document to be included in event contracts to ensure all SLOTBID sponsored events are well-aligned with the SLOTBID and ShareSLO brand, and that our expectations for brand integration at these events is clear from the moment the event signs the SLOTBID’s contract. While the document outlined event organizer responsibilities and goals for reaching the guest before, during, and after the event, execution often didn’t measure up to SLOTBID’s vision, and the intention for sponsorship dollars seemed to be lost in the chaos of event planning. In addition, post-event reporting was hard to come by. In 2016-2017, we took a new approach to event funding as an experiment in ROI. Some events were granted sponsorships, however those sponsorship dollars were funneled differently on: • Event promotions, directly measurable and conceived by your marketing agencies, including discounts and gift cards that mandated hotel stays in San Luis Obispo in order to redeem • Promotions that tracked out-of-town guests specifically • Out-of-town media buys, placed by your marketing agencies, to connect the event to the City of SLO through co-branding • Graphic design support, provided by your marketing agencies, for display ads that promoted the event and staying in SLO This approach allowed us to more accurately measure the events’ impact on hotel stays, and more directly control where and how the SLOTBID brand was being shown. Sponsorship successes varied, and highlighted the need for the event review process to be based on the event’s ability to generate and prove heads in beds. In addition, your marketing agencies will continue to work with the tourism manager and SLOTBID board to identify already established and successful tourism-driving events from out of market that could be successful in San Luis Obispo. 19 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. TRADESHOWS SLOTBID tried a new on-site approach at the three Travel & Adventure tradeshows the team regularly attend in Los Angeles, Santa Clara and San Diego. Instead of promoting the widely publicized Rainy Day Promotion, we developed a nearly-identical promotion with a different fulfillment email address in order to directly track the conversion of tradeshow attendees to San Luis Obispo visitors. In addition, we col- lected email addresses from willing attendees in exchange for a reusable SLO-branded bag. Response to this particular promotion did not meet expectations, which could be attributed to a variety of factors including the Rainy Day promotion running simultaneously and a new location for the Los Angeles trade- show. As suggested in 2016–2017, we’d like to take an objective look at the value of currently attended tradeshows and make decisions based on prior year’s attendance, specific numbers, demographics and quality of audience. In 2017–2018, we will research new tradeshow options, including shows that align with our pillars and aren’t crowded with competing tourism organizations, shows in new or emerging markets, shows that may elevate business or mid-week travel, and opportunities to attend shows alongside our strategic partners. We’ll also explore the possibilities of co-opportunities with Visit SLOCAL in the groups and meetings space. 20 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. CONCLUSION BCA & Matchfire will update the SLOTBID Marketing Plan each fiscal year, with a two-year plan for 2018– 2020. We feel that it is imperative to acknowledge trends, be observant of growth or decline and make changes according to the current tourism climate on an ongoing basis. The SLOTBID Marketing Plan coupled with the SLOTBID Strategic Clarity Plan provides a foundational outline for building the City of SLO brand and establishing real tactics for consistently improving tourism in the City of San Luis Obispo. 21 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM A SLO TBID: 2017/2018 Marketing Budget DESCRIPTION OF ACTIVITY TOTAL % BUDGET Paid Media 34% Offline Media $25,000 4% Social Media $50,000 6% Digital Media $65,000 8% Mobile Advertising $60,000 7% SEM $37,000 5% Visit SLO CAL Co-op $40,000 4% Design/Creative 18% Design Support $15,000 2% Creative/Online $20,000 2% Creative/Offline $15,000 2% Content Creation, Management & Distro $105,000 13% Website 4% Website Maintenance $20,000 2% SEO $20,000 2% Social Media 3% Social Media $28,000 3% Agency Services 13% Account Management $70,000 9% Event Strategies $15,000 2% Media Planning $20,000 2% Hard Costs 26% Marketing Automation $37,500 5% Seasonal Promotion #1 $50,000 6% Seasonal Promotion #2 $25,000 3% Collateral $20,000 2% Campaign Production $32,000 4% Hosting $6,000 1% Video Production $24,000 3% Contingency Fund 2% Contingency Fund $15,000 2% TOTAL $814,500 100% Approved Incremental Budget Beyond Approved Budget Campaign Production (additional funds)$19,200 22 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM B CONTENT CALENDAR JULY AUGUST SEPTEMBER SEASONAL CONTENT/THEMES Summer California Wine Month - SLO Wine National Dog Week (last week of Sept) EVENTS & TRADESHOWS Bacon & Barrels SLO (July 14-16) Festival Mozaic (July 19-30) Shakespeare Festival (July 14–Aug 5) Pride Celebration (July 7-9) Concerts in the Plaza Cal Poly Student Life Orientation Days Shakespeare Festival (July 14–Aug 5) Concerts in the Plaza Movies at the Mission Cal Poly Student Life Orientation Days SLO Ultra (Sept 9) Cal Poly Week of Welcome (Sept 10–17) Brews & Bites (TBD) Concerts in the Plaza Labor Day (Sept 4) WEBSITE Update Cal Poly TTD Page Update Cal Poly Vacation Idea Page Update Low Cost Getaway Page Update California Wine Month Page Update Wine Vacation Idea Page Update RaceSLO Page-Ultra & GranFondo Create Business Travel Vacation Idea Page Update Mustang Family Weekend Page Update Boat Page Update Kayak Page Create Hot Springs Page SHARESLO BLOG Endless Things to Do in Montaña De Oro Historical Sites to See in SLO Bubblegum Alley Blog SLO in the News: June Labor Day in San Luis Obispo How to Do SLO: “Bleisure” SLO in the News: July Top Things to Do this Fall 2017 Cal Poly Parent Blog How to Do SLO: Top List of Wines from Edna Valley Meet the Winemaker Series SLO in the News: August SOCIAL MEDIA THEMES/CAMPAIGNS Summer Lovin’CA Wine Month VIDEO First Reactions to Bubblegum Alley How To Do SLO: Cal Poly Advice from Parents & Students Wine Focused Video EMAIL Spring Newsletter CP Lodging Loyalty Program Announcement Email (TBD) Quarterly Member Newsletter Ongoing Welcome Series Ongoing Hotel Page Visitors Ongoing Welcome Series Ongoing Hotel Page Visitors Enhance Welcome Series (Birthday & Interests) Ongoing Hotel Page Visitors PROMOTIONS CP Lodging Loyalty Program (Launch)-TBD PAID MEDIA SLOCAL MONTHLY PROMOTIONS CA Wine Month VISIT CALIFORNIA PROMOTIONS CA Wine Month KEYWORD TOPICS Beaches, Day Trips, Bubblegum Alley, Events Cal Poly, Wineries Hot Springs in San Luis Obispo, Labor Day Weekend TOP KEYWORDS Beaches near San Luis Obispo, San Luis Obispo Beaches, Day Trips from San Luis Obispo, Things to Do Near San Luis Obispo, Avila Beach, Fun Things to Do in San Luis Obispo, Best Beach in California, Pismo Beach, Bubble Gum Alley, Bubblegum Alley, What to Do in San Luis Obispo, San Luis Obispo Events, Events in San Luis Obispo, SLO Brew Events Cal Poly, Cal Poly SLO, Cal Poly San Luis Obispo, Wineries Near San Luis Obispo, California Wine Country, Edna Valley Wineries, Central Coast Wine Map Hot Springs in San Luis Obispo, Avila Hot Springs San Luis Obispo, Sycamore Mineral Springs, San Luis Obispo Labor Day Weekend, Labor Day Weekend San Luis Obispo QUARTER 1 23 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM B CONTENT CALENDAR OCTOBER NOVEMBER DECEMBER SEASONAL CONTENT/THEMES Arts & Culture Holidays in SLO EVENTS & TRADESHOWS City to Sea Half Marathon (Oct 8) Central Coast Railroad Festival (Oct 13-15) Mustang Family Weekend (Oct 20-22) SLO Gran Fondo (Oct 28) Pumpkins on Parade at Farmers (TBD) Munchkin March (TBD) Harvest on the Coast (Nov 4-6) Festival Mozaic WinterMezzo (TBD) SLO Bacon Fest (Nov 21) Sustainable Ag Expo (Nov 13-15) Santa’s House in Mission Plaza Holiday in the Plaza Craft Fair Downtown Holiday Parade (TBD) Reindeer Run (TBD) Holiday in the Plaza Santa’s House in Mission Plaza CP Commencement (Dec 9) WEBSITE Update Festival Mozaic WinterMezzo Page Update Winter Getaway Vacation Idea Update Performing Arts Page Create a Health & Wellness Vacation Idea Page Update Walking Tours Page Update Skate Page Update Horseback Riding Page Update Nightlife Page Update Restaurant Month Page Update Restaurant Page Update SLO Marathon Page Update Galleries SHARESLO BLOG Thankful Blog with Thanksgiving Theme Arts & Culture Blog SLO in the News: September Top Things to Do this Winter 2017 Treat your Kids to a SLO Vacation: Feature Kid-Friendly Activities and Events How to Do SLO: List of Happy Hours (Updated) SLO in the News: October Update SLO Holiday Gift List Cal Poly Parent Blog How to Do SLO: Farmers’ Market (What’s In Season & Where to Grab) SLO in the News: November SOCIAL MEDIA THEMES/ CAMPAIGNS Arts & Culture Family-Friendly Travel Holidays VIDEO How to Do SLO: Ways to Get Around SLO (Train, Trolley, Busses, Taxi, Uber, Rental Car, Bike) Q&A with Kids - What are your favorite things to do in San Luis Obispo? (Kidifornia) How to Do SLO: Holidays (Santa’s House, Carousel, Trolley, etc) EMAIL November/December Newsletter CP Lodging Loyalty Program Announcement Email (TBD) Quarterly Member Newsletter Ongoing Welcome Series Ongoing Hotel Page Visitors Develop Birthday Offer Email Ongoing Welcome Series Ongoing Hotel Page Visitors Ongoing Birthday Offer Email Ongoing Welcome Series Ongoing Hotel Page Visitors Ongoing Birthday Offer Email Develop Events Follow Up Email PROMOTIONS Exclusive Cal Poly Parent Events (TBD) Cal Poly Lodging Loyalty Program (TBD) PAID MEDIA New Campaign—Digital Media, Offline Media, Mobile Advertising & SEM Campaigns (Late September-Mid May) SLOCAL MONTHLY PROMOTIONS VISIT CALIFORNIA PROMOTIONS KEYWORD TOPICS Hiking, Performing Arts, Winter Getaway Airport, Museums, Amtrak, Weather Christmas/Holidays, Farmers’ Market TOP KEYWORDS San Luis Obispo Hikes, Hiking San Luis Obispo, Madonna Mountain Hike, Cal Poly P, Performing Arts Center San Luis Obispo, San Luis Obispo Performing Arts Center, San Luis Obispo Performing Arts, Fremont Theater, Fremont Theater SLO, Winter Getaways California, Best Winter Getaways in California San Luis Obispo Airport, San Luis Obispo Airport Arrivals, San Luis Obispo Museum, San Luis Obispo Railroad Museum, San Luis Obispo Museum of Art, San Luis Obispo Museums, San Luis Obispo Amtrak, Amtrak San Luis Obispo, San Luis Obispo Amtrak Station, San Luis Obispo Weather, Weather San Luis Obispo San Luis Obispo Holiday Parade, San Luis Obispo Christmas Parade, San Luis Obispo Farmers Market, Farmers Market San Luis Obispo, San Luis Obispo Farmers Market Thursday QUARTER 2 24 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM B CONTENT CALENDAR JANUARY FEBRUARY MARCH SEASONAL CONTENT/THEMES Restaurant Month Valentine’s Day/Romance Spring EVENTS & TRADESHOWS Restaurant Month (Jan 1-31) Festival Mozaic WinterMezzo (TBD) TRADESHOW San Diego (Jan 13-14) SLO Craft Beer Festival (TBD) Festival Mozaic WinterMezzo (TBD) TRADESHOW Bay Area (Feb 17-18) TRADESHOW Los Angeles (Feb 24-25)” SLO Film Fest (March 13-18) Love SLO (TBD) TRADESHOW Denver (March 24-25) WEBSITE Update SLO Craft Beer Fest Page Update Money for a Rainy Day Page Update Family Vacation Idea Page Create Roadtrip to SLO Vacation Idea Page Update Outdoor Vacation Idea Page Update SLO Film Fest Page Create Cal Poly Open House Page Update Trolley Page Update SLO Jazz Fest Page Update Roll Out the Barrels Page Update Music Page Update ATV Page SHARESLO BLOG ShareSLO Chef Series Top Sweet Tooth Treats in SLO Update Top Brunch Spots Blog Post Update Top 10 Eats in SLO Blog Post SLO in the News: December Top Things to Do on Valentine’s Day How to Do SLO: Magical Spots for Weddings SLO in the News: January Top Things to Do this Spring 2017 Wildflowers in SLO Cal Poly Parent Blog SLO in the News: February SOCIAL MEDIA THEMES/ CAMPAIGNS Restaurant Month SLO in Love VIDEO Foodie Video Recap Video of CP Parent Exclusive Event (TBD) Ask a Local Video Wildflowers Video CP Open House Video EMAIL Money for a Rainy Day Announcement Email (TBD) Tradeshow Follow Up Survey Email (TBD) February/March Newsletter Tradeshow Follow Up Survey Email (TBD) Tradeshow Follow Up Survey Email (TBD) Quarterly Member Newsletter Ongoing Welcome Series Ongoing Hotel Page Visitors Ongoing Birthday Offer Email Ongoing Events Email Ongoing Welcome Series Ongoing Hotel Page Visitors Ongoing Birthday Offer Email Ongoing Events Email Ongoing Welcome Series Ongoing Hotel Page Visitors Ongoing Birthday Offer Email Ongoing Events Email PROMOTIONS Money for a Rainy Day (TBD) Exclusive Cal Poly Parent Events (TBD) Cal Poly Lodging Loyalty Program (TBD) PAID MEDIA New Campaign-Digital Media, Offline Media, Mobile Advertising & SEM Campaigns (Late September-Mid May) SLOCAL MONTHLY PROMOTIONS Restaurant Month CA Wine Month VISIT CALIFORNIA PROMOTIONS Restaurant Month CA Wine Month KEYWORD TOPICS Restaurants, Family Mission, Weekend Getaway, Trolley ATV, Attractions, Romantic Getaway TOP KEYWORDS Restaurants San Luis Obispo, San Luis Obispo Restaurants, Downtown SLO Restaurants, Restaurant Month San Luis Obispo, Brunch San Luis Obispo, San Luis Obispo County Restaurant Month, Family Vacations in California, California Family Vacations Mission San Luis Obispo de Tolosa, Mission San Luis Obispo, Mission San Luis, San Luis Obispo Mission, Weekend Getaways in California, California Weekend Getaways, Central Coast Weekend Getaways, Trolley San Luis Obispo, San Luis Obispo Trolley, Beach Trolley Oceano Dunes ATV Rental, San Luis Obispo ATV Rentals, San Luis Obispo ATV, San Luis Obispo Attractions, Attractions in San Luis Obispo, Tourist Attractions San Luis Obispo, Romantic Getaways in California, Romantic Weekend Getaways QUARTER 3 25 Copyright © 2017 - Barnett Cox & Associates. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization. ADDENDUM B CONTENT CALENDAR APRIL MAY JUNE SEASONAL CONTENT/THEMES Spring & Pet-Friendly Travel Bike Month Beer National Travel & Tourism Month Summer EVENTS & TRADESHOWS Cal Poly Open House (April 12-14) SLO Marathon (April 29) SLO Jazz Fest (TBD) American Craft Beer Week (TBD) California Festival of Beer (TBD) Avila Beach Blues Festival (TBD) Greek Festival (TBD) National Travel & Tourism Week (May 6-12) Mother’s Day (May 13) Cal Poly Graduation (June 16-17) SLO Wine ROTB (TBD) Father’s Day (June 17) WEBSITE Update Pet-Friendly Vacation Ideas Update Avila Barn Page Update Bubblegum Alley Update Golf Page Update Beer Tasting Vacation Idea Page Update Zoo Page Update Sustainability Vacation Idea Page Update Surf Page Update About SLO Page Update Girls’ Getaway Vacation Idea Page Create Wedding Vacation Idea Page SHARESLO BLOG Top Spas in SLO Pet-Friendly Blog How to Do SLO: Shopping (Favorite Stores) SLO in the News: March Bike Month in San Luis Obispo Biking Focused Blog (Cycling/ Overlanding) How to Do SLO: Beer Tasting (Update SLO Beer Trail) SLO in the News: April Top Things to Do this Summer 2017 Beach-Fun Blog Summer Concerts/Concerts in the Plaza SLO in the News: May SOCIAL MEDIA THEMES/CAMPAIGNS Pet-Friendly Bike Month & Beer Summer Lovin’ VIDEO How to Do SLO: Pets (Pet-Friendly Video) Bike Focus Video—Bike Night or Mountain Biking SLO Craft Beer—Interviews with Brewers Summer Video EMAIL April/May Newsletter June Newsletter Quarterly Member Newsletter Ongoing Welcome Series Ongoing Hotel Page Visitors Ongoing Birthday Offer Email Ongoing Events Email Ongoing Welcome Series Ongoing Hotel Page Visitors Ongoing Birthday Offer Email Ongoing Events Email Ongoing Welcome Series Ongoing Hotel Page Visitors Ongoing Birthday Offer Email Ongoing Events Email PROMOTIONS ROTB/California Wine Month Promotion in September (TBD) Cal Poly Lodging Loyalty Program (TBD) PAID MEDIA New Campaign—Digital Media, Offline Media, Mobile Advertising & SEM Campaigns (Late September–Mid May) SLOCAL MONTHLY PROMOTIONS V ISIT CALIFORNIA PROMOTIONS National Tourism & Travel Week KEYWORD TOPICS Spa, Biking, Pet Friendly, Whale Watching Sunset Drive-In, Shopping, Botanical Gardens, Breweries, Hearst Castle Beaches, Kayaking, Edna Valley, Things to Do in San Luis Obispo TOP KEYWORDS Spa San Luis Obispo, San Luis Obispo Spa, Sycamore Mineral Springs, San Luis Obispo Bike Shop, Bike Trails in San Luis Obispo, San Luis Obispo Mountain Biking, Pet Friendly Hotels in San Luis Obispo, San Luis Obispo Dog Friendly Hotels, Pet Friendly San Luis Obispo, Whale Watching San Luis Obispo, California Whale Watching Season, Morro Bay Boat Tours Sunset Drive In, Sunset Drive In Theater, Sunset Drive in SLO, Sunset Drive in San Luis Obispo, Shopping San Luis Obispo, San Luis Obispo Botanical Garden, SLO Botanical Garden, Downtown San Luis Obispo, Breweries in San Luis Obispo, San Luis Obispo Brewery, Hearst Castle, Hearst Castle Tours, Hearst Castle History Things to Do in San Luis Obispo, Things to Do in San Luis Obispo this Weekend, Beaches near San Luis Obispo, San Luis Obispo Beaches, Kayak San Luis Obispo, Morro Bay Boat Tours, Kayaking in Morro Bay, Avila Beach Paddlesports, Edna Valley, Edna Valley Chardonnay, Edna Valley Wineries QUARTER 4 SCOPE OF WORK FOR GUEST SERVICES 1. Defined Goals - To provide dedicated and knowledgeable customer service for all San Luis Obispo City lodging properties and visitors at the Downtown Visitors Center. - To provide lodging availability service to assist visitors seeking lodging in the City of San Luis Obispo. - To assist San Luis Obispo lodging properties to fill vacant rooms. - To serve as a fulfillment location and customer service lead for TBID special promotions. 2. Program Components - Tracking room availability Thursday – Saturday through: o Weekly email and phone calls to all constituents as well as additional early tracking for impacted weeks throughout the year (i.e. Cal Poly Week of Welcome, Cal Poly Family Weekend, special event weekends) o Availability information for impacted times will be provided by TBID properties to identify available accommodations, in order to accommodate inquiring guests within the City o Tracking will be extended to TBID Homestay properties that opt in to the service o SLO hotel contact information included in advertising/display on exterior facing monitor after Visitor Center hours on weekends - Operation of the guest service and booking assistance for visitors that call the customer service line seeking tourist information on 1-877-SLO-TOWN - Quarterly site visits by Visitor Center staff to each hotel to build understanding of each property’s unique offerings, as well as their needs, to ensure that the Visitor Center is making informed and educated referrals - Assisting visitors who are in the Visitor Center in booking their SLO city hotel room either by booking for them or helping them to book on their own using a Chamber provided iPad in the Visitor Center - Up to four activations per year of Visitor Center on-the-road service to assist in tourism promotion at off-site events, such as trade shows or at in-county TBID sponsored events, that fall upon mutually agreed dates. Lodging expenses would be covered by the city, similar to past years. - Up to four activations per year of Visitor Center involvement in special promotions (ie. Rainy Day) including: o Involvement of Visitor Center manager in the planning to ensure seamless fulfillment o Utilization of the Visitor Center as a fulfillment location for guest pick-up and delivery of promotion o Utilization of Visitor Center staff to respond to phone and email inquiries regarding those promotions o Frequent communication with Tourism Manager & Coordinator on promotion 3. Reporting - Provide written reports on contract 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. - At a minimum the availability reports shall include: i. Number of Visitors Served ii. Statistical Information on Visitors Served iii. Number of phone calls answered for San Luis Obispo Hotels iv. Hotel Rooms referred through contract components v. As needed include information specific to Visitor Center involvement in special promotions & on-the-road activations - Once a quarter, present the TBID Board with a detailed oral report highlighting achievements of the quarter as compared to the work scope. - Annually, present an oral & written report to the TBID Board highlighting in detail the achievements of the year as compared to the work scope. 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. 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. SCOPE OF PARTNERSHIP BENEFITS – Cal Poly Athletics Exclusivity • Exclusive hotel industry sponsor of Cal Poly Athletics with the exception of one ocean front hotel to be used for football recruits • TBID will be the only lodging properties permitted to use the Cal Poly Mustangs logo or marks. • TBID will be given the title of Official Lodging Sponsor of Cal Poly Athletics. • TBID will be the only lodging properties to receive a comprehensive list of all coaches and travel coordinators for teams visiting Cal Poly each season. • Cal Poly Athletics and TBID will work together to create a direct mail campaign directing visiting coaches to TBID website/lodging properties • E-mail blast to all parents and students pitching City of San Luis Obispo TBID properties as the place to stay for all parents weekends. Digital  Email Blasts o 4 Email Blasts Dedicated/Co-Branded Blast to Cal Poly Alumni Association  Online Advertising o 1 Static Promotion/Banner  Social Media o 2 Social Engagement Campaign - Engagement driven campaign (Enter to win, photo contest, voting, polls, etc) on Facebook/Twitter or other social platform (50,000 impressions guaranteed)  Promotion of special tourism event happening in San Luis Obispo to alumni email addresses Game/Event Sponsorship  Baseball o 6 Mutually Agreed Upon Games as Presenting Sponsor – First Pitch, tabling, pa reads, tickets included.  Basketball Videoboard Feature at all MOTT Athletic Center Men’s Basketball Games Marks & Logos  Exclusivity o Exclusive Lodging Partner of Athletics – Only lodging property permitted to use Cal Poly Mustang logo or marks o TBID will be the exclusive hotel industry sponsor to advertise at Cal Poly Athletics with the exception of one oceanfront hotel to be used for football recruits. If TBID is unable to accommodate any requests, Cal Poly reserves the right to negotiate trade with a back-up hotel partner o TBID will be the only lodging properties to receive a list of all coaches and travel coordinators for teams visiting Cal Poly each season. o  Official Designation o Official Lodging Sponsor of Cal Poly Athletics Naming Rights o Cal Poly Softball Classic – Share SLO Mustang Classic o Cal Poly Women’s Basketball Thanksgiving Holiday Tournament – Share SLO Holiday Tournament o Cal Poly Share SLO Track and Field Invitational Print  Football o 1 Program - Full Page Color Radio  All Sports Coaches Show o 2 :30 commercials during each Coaches Show o 4 :30 commercials at all regular season men’s basketball games o 4 :30 commercials at all regular season baseball games o 6 :30 commercials at all regular season football games Signage  Baseball/Softball o 1 Outfield Wall - Permanent Signage Display on Outfield Wall o 1 Outfield Wall sign at Janssen Field – Permanent Signage Display on Outfield Wall o Baseball Outfield banner placement moved towards prime location in centerfield.  Basketball o LED Courtside signage for all regular season home games at MOTT Athletic Center o 4 Videoboard Replays - Videoboard Replays  Football o Scoreboard signage at Spanos Stadium 2 PA Reads with new script for all regular season football games New script for PA reads at all football, basketball and baseball regular season away games Logo and link on gopoly.com & exclusive representation on Stay page on gopoly.com Provide TBID info on visiting team guides Surveying teams that have stayed in San Luis Obispo in the last year. Tickets/Hospitality  All Sport Season Ticket o 8 Season Tickets to all Regular Season Home Games with pregame hospitality included  Men's and Woman’s Basketball Luxury Skybox o 1 mutually agreed upon game for men’s basketball o 1 mutually agreed upon game for women’s basketball Reporting o Annually, present an oral & written report to the TBID Board highlighting in detail the achievements of the year as compared to the work scope for the partnership. SCOPE OF PARTNERSHIP BENEFITS & EXPENDITURE – SLO WINE   The goal of SLO Wine Country’s annual partnership with SLO TBID is to engage wine lovers, leisure travelers, and foodies to visit and stay in San Luis Obispo. San Luis Obispo Wine Country Association will facilitate the following:  Associate membership funding to provide overall membership benefits to all SLO TBID lodging constituents, including website promotion, logo placement, editorial placement, website advertising, e-newsletter marketing and social media marketing. (Funding amount: $8,000)  Development and implementation of potential co-op partnerships, out-of-area marketing campaigns. This can include potential roadshows, tradeshows, social media marketing and sweepstakes promotions in targeted regional markets, including Los Angeles, San Francisco/Bay Area, San Diego, Orange County and the Central Valley. (Funding amount: $8,000)  Hosted media visits in San Luis Obispo city at lodging partner hotels. (Funding amount: $3,000)  Exclusive integration and promotion of SLO City Lodging off-season deals during the months of November-December with SLO Wine “Sip In SLO” Tasting pass promotion. (Funding amount: $2,000) SLO TBID Benefits: As an annual partner, SLO Wine Country will provide TBID and/or all SLO lodging properties with the following benefits:  All SLO City lodging properties will be considered associate membership to SLO Wine Country at discounted rate (less than $200 annually per lodging partner).  Invitation to SLO Wine Country’s Annual Associate Member BBQ (July) and membership mixers (4 per year)  Free full page advertisement in SLO Wine Country Visitors Guide for TBID o 10% off ad space in SLO Wine’s popular “San Luis Obispo Wine Country Guide” for all individual properties o 50,000 Maps printed with distribution in Monterey, Santa Barbara, Ventura, San Luis Obispo County  Website branding o Listing under associate members & “Stay” Section o Website banner advertising (annually)—3 banner ads and placement on 5 pages each month o Prominent logo placement online o NEW: Additional build-out of all lodging partners integrated into San Luis Obispo “Stay” page which will include images, addresses and direct links to all SLO City lodging.  Event Tickets – 30 complimentary tickets to: o Roll Out the Barrels & Harvest On the Coast  E-Newsletter: o Logo placement in newsletter throughout the year o Featured editorial, story and event placement annually in all e-newsletters (consumer, winery, associate member) o additional member placement for deals/offerings into e-newsletters  Free full page advertisement in Harvest on the Coast Auction program Deliverables & Reporting:  Create and implement promotional and PR campaigns in coordination with the City’s Tourism Business Improvement District Marketing Goals and Objectives. Coordinating efforts between the TBID’s agency and SLO Wine are expected.  When promoting the City of San Luis Obispo utilize the Tourism Business Improvement District brand, or other creative provided by the City’s Tourism Manager or the TBID marketing agency.  Once a quarter, or as requested, present the TBID with a detailed oral report highlighting achievements as compared to the work scope and elaborate on upcoming plans.  Annually provide a written & oral report detailing achievements as compared to the work scope.       Dear Interested Organization:    The City of San Luis Obispo's Community Promotions Program comprised of the Tourism Business Improvement  District (TBID) and the Promotional Coordinating Committee (PCC), under direction of the City Council, recognizes  that cultural, social and recreational events make significant contributions to the overall quality of life in and visitor  attraction to the City of San Luis Obispo.  Accordingly, the City maintains a local special event sponsorship program,  referred to as the Events Promotion through this application process, to assist in the development and promotion  of such activities within our community.     The purpose of the Event Promotion sponsorship is to develop a year‐round diverse calendar of destination events  in the City of San Luis Obispo. The City is seeking new destination events that showcase the attributes of our City to  significantly attract tourists to our destination and enhance the experience for the local community, or existing  destination events that are developing new features to their program. Events applying should maintain the  intention to keep the event located in the City of San Luis Obispo even after the sponsorship support has been  termed out.    To be considered for local special event sponsorship funding, events must have clearly stated goals, and the event  producer must be able to demonstrate that their financial management practices are sound and insure  accountability.  The City is unlikely to fund new projects which duplicate or conflict with existing programs, services,  or events.  Project collaboration among organizations is encouraged.     Sponsorship funding is subject to budget constraints. Based on the limited amount of funding available, applications  will be reviewed in consideration of all application submissions, and the submission of a complete application does  not guarantee funding. This application process does not limit the TBID or PCC from directly funding special events  outside of this application process.       The application must be submitted in the following manner:    A. One digital copy sent to lkuehl@slocity.org.   B. Eight sets (8) of the application (typed, clipped, and 3‐hole punched).   C. One copy of:   your event’s previous year financial statement or budget details for a start‐up event    a listing of all officers and/or staff   tax exempt certification/ or business license in the City of SLO (City of SLO business license must be  obtained if funds are awarded)   signed statement of limitations and payment disbursement (Attachment 4)    PLEASE DO NOT SUBMIT OTHER SUPPLEMENTAL MATERIALS WITH THE APPLICATION OR BIND/STAPLE YOUR  APPLICATION MATERIALS.            It is important that your application provide all the requested information. Clear, concise and original applications  are best. Your original application should be hand delivered or mailed to:    Community Promotions Program‐ Events Subcommittee   Attn:  Tourism Coordinator   City of San Luis Obispo Administration  990 Palm Street  San Luis Obispo, CA  93401    Events Promotion Program Timeline      Please note the following dates:    1. June 22, 2017 ‐ Application information available on the City’s website.     2. July 5, 2017 at 11:30 a.m. Special Meeting of the Events Promotion Subcommittee ‐ An informational  workshop will be held at City Hall, 990 Palm Street, to answer questions regarding the special event  sponsorship process.     3. July 21, 2017 ‐ Completed applications will be due to the City Administration Office by 5:00 p.m.  LATE OR  INCOMPLETE APPLICATIONS WILL NOT BE ACCEPTED.    4. Week of July 31st – August 4th ‐ Events will be required to participate in a question and answer session with  the subcommittee members. (Applicants will be notified of this meeting by email).     5. August 9, 2017 ‐ Recommendations from the subcommittee will be made to PCC/TBID Boards during  regular committee meetings.    6. September 2017 ‐ Grant contracting with organizations. Grants available to approved organizations when  fully executed agreements are returned.    If you have any questions, please contact Liesel Kuehl at 781‐7152 or lkuehl@slocity.org.                                           COMMUNITY PROMOTIONS PROGRAM   SPECIAL EVENT SPONSORSHIP APPLICATION ASSESSMENT CRITERIA    Applications submitted to the TBID/PCC will be evaluated both in terms of the applicant and the event proposal  using the following criteria:      APPLICANT CRITERIA    1. Applicant organization must have a clearly stated purpose and function and be responsible for the planning  and provision of a cultural, social or recreational program/event.    2. Applicant must demonstrate that it has the managerial and fiscal competence to complete the proposed  project.  Repeat applicants must have a successful history of using prior sponsorship funds, as evidenced by  a completed and accepted Final Report.    4. The organization must give evidence that it has examined and weighed the financial ability of the target  population to support its program or event.    5. The organization must extend its program to the general public and may not exclude anyone by reason of  race, religion, sex, national origin, sexual orientation, age, physical, mental or economic status.    6. The applicant organization must comply with the final report evaluation process as requested by the Events  Subcommittee. Final report must be received within 60 days of the conclusion of the event unless  otherwise approved in writing by the Tourism Coordinator.     7.  Applicant does not need to maintain non‐profit status for sponsorship consideration.     8.  Events who have received funding through the PCC’s grants‐in‐aid (GIA) program for the current event  year, will not be eligible for additional event sponsorship funds through this application.         SPONSORSHIP CRITERIA & GUIDELINES    1. Priority will be given to organizations requesting “seed money” for new destination events or to enter new  promotional markets outside of San Luis Obispo.    2.  Priority will be given to events that take place in the City of San Luis Obispo or events of special benefit to  the City of San Luis Obispo.    3. Event sponsorship requests must meet both of the purposes below:   Of tourism promotion advantage to the City of San Luis Obispo and;   Of cultural, social, and/or recreational benefit to the residents of the City of San Luis Obispo.     4. Priority may be given to events that take place in “non‐peak” tourism months (October through March)  with the goal of bringing people to San Luis Obispo.     5.  Priority will be given to requests pertaining to marketing and promotional efforts for the event in order  to drive visitors and tourists to the City of San Luis Obispo.    6. Organization must disclose other requests for City support that are being pursued (i.e support from Parks &  Rec, Public Works, etc).    7.  Organization must state co‐opportunities or other tourism sponsors that are actively pursued.     8. Demonstrated financial need is considered, although events with potentially greater promotional  benefit to the City of San Luis Obispo will be given higher consideration.      The following tiered structure provides guidelines that will be used to establish the consideration of the event  support.    Category One:    An existing event in pursuit of expanding current marketing outreach to draw in new attendees from  outside San Luis Obispo County and bring tourists to the City of San Luis Obispo. The organization  effectively brings tourists from outside San Luis Obispo County to the City of San Luis Obispo. The  organization agrees to at minimum: incorporate the City’s tourism logo, tourism website, and lodging  phone number on all marketing material and event website; the event must encourage overnight stays  with the City’s lodging partners; the organization must include City of San Luis Obispo visitor and tourism  information in its mailings and marketing outreach; event will provide tickets for participation/promotion.     Category Two:   An existing event offering “new” event components, features, or experiences. Events that are expanding  their event offerings in addition to marketing reach beyond San Luis Obispo County. The organization  effectively brings tourists from outside San Luis Obispo County to the City of San Luis Obispo. The  organization agrees to at minimum: incorporate the City’s tourism logo, tourism website, and lodging  phone number on all marketing material and event website; the event must encourage overnight stays  with the City’s lodging partners; the organization must include City of San Luis Obispo visitor and tourism  information in its mailings and marketing outreach; if appropriate provide City promotional space (booth)  at the event; event will provide tickets for participation/promotion.      Category Three:   A new destination event applying for seed money to fund the event startup. This is a brand new event that  is looking for significant sponsorship to support the initial launch of the event. The event will effectively  bring tourists from outside San Luis Obispo County to the City of San Luis Obispo. The organization agrees  to at minimum: incorporate the City’s tourism logo, tourism website, and lodging phone number on all  marketing material and event website; the organization must include City of San Luis Obispo visitor and  tourism information in its mailings and marketing outreach; if appropriate provide City promotional space  (booth) at the event; event will provide tickets for participation/promotion. The event will also exclusively  promote the City’s lodging partners as the “place to stay”.     Sustainable Funding Process   The Sustainable Funding process allows an organization to receive up to three years of sponsorship funding.  Repeat recipients can anticipate a reduction in sponsorship funding. After the initial year of funding, repeat  recipient awards are typically reduced by one third each year for a total of three years of funding or as budgets  allow. This rule has been established to assure the Community Promotions Program will have the opportunity  to foster new events for the City of San Luis Obispo and encourage event organizers to become self‐sustaining  by cultivating new community partners and securing ongoing diverse funding options. The TBID and PCC  request that in applying for sponsorship funds, the event has the intention to keep the event located in the City  of San Luis Obispo once the three‐year sustainable funding model has been exhausted. Adherence to this  process is at the discretion of the TBID and PCC committees.   EVENT SPONSORSHIP APPLICATION FORM       DATE(S) OF EVENT: __________________________________________________    NAME OF EVENT:  ____________________________________________________    EVENT LOCATION: ___________________________________________________    NAME OF ORGANIZATION:             ADDRESS OF ORGANIZATION:    _______________________________________________________________________________    WEBSITE URL: ________________________________________________________________    NAME OF CONTACT PERSON:             TELEPHONE NUMBER:             E‐MAIL ADDRESS:             TOTAL AMOUNT REQUESTED:               PURPOSE OF SPONSORSHIP REQUEST (check all that apply):     In‐County Event Advertising/ Promotion    Out‐of‐County Event Advertising/ Promotion    Event Logistics   Event Production   Event Staff Compensation   Other: ___________________________________________________________________       Please select the category that best represents your funding request:      Category One:  An existing event in pursuit of expanding current marketing outreach to draw in new  attendees from outside San Luis Obispo County and bring tourists to the City of San Luis Obispo.    Category Two: An existing event offering “new” event components, features, or experiences.    Category Three:  A new destination event applying for seed money to fund the event startup.    Please complete the entire application, answering all requests for information.    1. Provide a brief description of your organization and its cause.                        2. Provide a brief description of your event.                       3. Provide a brief description of how/what the requested funds will be used?                           4. Will your event be taking place within the City of San Luis Obispo?   Yes ___  No ____    Venue Name:     Venue Location:     5. Has a City permit been issued for your event or have contracted the venue for your event date?   Yes ___  No ____    Note: For use of City facilities, venues, or services, applications must be received no later than 90  days in advance and can be accepted up to 1 year in advance. The application form can be found on  the slocity.org.  Application and fees are payable to the City of San Luis Obispo and can be submitted  directly to the Parks and Recreation Department located at 1341 Nipomo Street, San Luis Obispo, CA  93401.  Event applicants shall be responsible for securing a separate Special Event Permit with the  City.     6. If you are a for‐profit organization, do you give a percentage of your income from this event to a  charity?    Yes ___  No ____     If yes, please complete the following questions:     Is the charity local or national?  Local _____  National _____    Name of the Charity/ies): ___________________________    How does the charity benefit for your donation? Cash ______ In‐Kind_______  Explain:             How do you select the charity?                7. Is this a first year the event will take place?  Yes ___  No ____   If yes, skip to question number 13    8. If not, how many years has it taken place?          9. Where has it taken place previously?             10. How is this year’s event different this year from prior years?                 11. Historical Attendance:          12. Historical percentage breakdown of in‐county vs. out‐of‐county attendees:            13. What is the return on investment trend for your event?           14. Expected Event Attendance:            15. Expected percentage of in‐county vs. out‐of‐county attendees:        ____________ in‐county attendees       ____________ out‐of‐county attendees       16. Who is your target audience?             17. Where is your primary and secondary geographic target market?    Primary _____________________  Secondary   ______________________      18. Do you sell tickets or is it a free event?  Tickets____ Free____    If tickets are required, please provide the price range.           19. Have you requested funding from other organizations/entities?     Yes ___ No ___    If yes, please provide the names of these organizations and funding entities.             20. When are the funds needed for the event?            21. What is the overall budget for the event?             22. What are you willing to offer the City and TBID members in exchange for the sponsorship funds  for your event? (Ex. Exclusive lodging partnership, discounted tickets for lodging packages,  complimentary tickets for promotional use, etc)          23. Is it your intention to keep the event located in San Luis Obispo once City sponsorship funding is  exhausted?      Yes ___ No ___      24. What is the anticipated longevity of the event to take place in the City of San Luis Obispo?         Event Worksheets  The worksheets below are simplified examples of what information we are looking to review.   Please use a separate sheet if more space is needed.        Line Item Funding Request: Indicate total amount requested from the City of San Luis Obispo, including a  prioritized list of individual line items making up the total.              Event Component Amount                    Total $       Line Item Event Budget: Provide a detailed budget for the complete event, listing all available support  and income sources.    Source Amount                       TOTAL $        Detailed Media Plan: Provide a detailed Media Plan including traditional and online media.    Media Outlet Type & Frequency Cost of advertising                          Example:  LA Times Online   Banners / 1,000 impressions $ XXXXX   The Tribune      ½ page ads / 3 times  $ XXXXX      Crowd control plan: Provide your crowd control and safety plan (parades or large special events only).                      Please provide any additional information you would like to share.                       Be sure to include all supplemental materials as requested.  Thank you.    Return Application to:  Community Promotions Program – Events Subcommittee   Attn: Tourism Coordinator  City of San Luis Obispo Administration  990 Palm Street  San Luis Obispo, CA 93401    Post‐Event Final Report Guidelines  Organization: ___________________________________________    Event Dates: ___________________      ** Final report must be received within 60 days of the conclusion of the event unless otherwise approved  in writing by the Tourism Coordinator.    The report must include the following:     Administrator’s Report:  A brief synopsis of the event.  Please include a statement describing  activities, services, or programs provided, and any changes that have occurred during the reporting  period.       Statistical Survey:  Include the number of participants in the event.  Survey should also include, to  the best of your ability, the demographic make‐up of participants, i.e., residents, non‐residents, and  age groups (youth, teens, adults or senior citizens), and the source the data is based on. This section  should also include the return‐on‐investment details from the event for the City of San Luis Obispo  and TBID members.        Financial Report:  A financial statement that details how the Events Promotion sponsorship funds  have been expended.       Recognition:  Provide proof of your organization’s acknowledgement of the City’s support in  promotional materials used for the event and how City Tourism message was integrated into the  overall event campaign.  Please submit reports that illustrate how the event generated leads and  traffic.    COMMUNITY PROMOTIONS PROGRAM   STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT      Please read the following document and sign to indicate that you have read and understand it.     Limitations:    This application does not commit the sponsor to award sponsorship or to pay any costs incurred in the  preparation of this application or to procure or contract for services or supplies.  The City reserves the right  to accept or reject any or all applications received, to fund on a line item basis, to negotiate with all qualified  applicants, or to cancel in part or in its entirety this program, if it is in the best interest of the City to do so.    Payment of Funds:     All duties, obligations, and disbursements of funds are shall be governed by the provisions of the agreement  between the City and the applicant receiving funds.     An applicant that is awarded funds shall enter into a contractual agreement with the City of San Luis  Obispo for stated program during the current grant period.      The payment schedule will be stated in the contractual agreement.     The contracting agency will agree to provide reports in such form and detail as may be required by the  City and the TBID/PCC to monitor contract performance prior to payment for programs.     The contracting agency will provide the City with an annual audit by an independent auditor to be  approved by the City, if the City should so request.     Should the funds not be used in the manner specified within the contract, the organization will be  required to return the funds to the City of San Luis Obispo,     (Sample copies of standard City contract forms can be provided by the Tourism Coordinator upon request.)      I,                                                     , (printed or typed name of authorized applicant organization representative),  have read the above statement and fully understand its contents and implications.  I further attest that all  the information contained in this application is accurate to the best of my knowledge.    Signature                                                                                                    Date                                            Title                                                                                                                 Applicant Organization                                                                                  2017 Travel & Adventure Trade Shows Bay Area February 11-12 at Santa Clara Convention Center Attendee Profile: •19,954 attendees •72% of attendees earn over $100,000 per year •74% were 35-65 years of age •58% spend over $5,000 per year on travel Show Results: •686 emails collected, 578 qualified emails (338 in 2016) Los Angeles February 18-19 at the Los Angeles Convention Center Attendee Profile: •35,621 attendees (4.5% increase over 2016) •63% of attendees earn over $100,000 per year •72% were 35-65 years of age •58% spend over $5,000 per year on travel Show Results: •621 emails collected, 496 qualified leads (371 in 2016) San Diego March 4-5 at the San Diego Convention Center Attendee Profile: •15,302 attendees •67% of attendees earn over $100,000 per year •+68% spend over $5,000 per year on travel Show Results: •363 emails collected, 295 qualified leads (228 in 2016) Overall Show Recap Tradeshow promotion: Book 2 nights in the City of SLO and receive a free $100 visa gift card •18 people from the tradeshows participated in the promotion, resulting in 36 room nights •5 participants from Bay Area •8 participants from Los Angeles •5 participants from San Diego 2018 Travel & Adventure Show Schedule •San Diego –January 13-14 •Bay Area –February 17-18 •Los Angeles –February 24-25 •Denver –March 24-25 * 2017-18 CONSUMER TRADESHOW RECCOMENDATIONS Travel & Adventure Shows –January & March 2018 •San Diego –January 13-14, 2018 •Denver-March 24-25, 2018 •Booth cost $4000 per show + travel & booth expenses LA Magazine’s The Food Event –October 2017 •Booth cost already covered in SLO Wine partnership + travel & booth expenses (estimated at $1500-$2000) *Continue participation in IPW 2018 in Denver for business to business show * Identify one additional show –possible partnership w VSC for meetings market 1 EVENT SPONSORSHIP APPLICATION FORM DATE(S) OF EVENT: ______November 13-15, 2017_____ NAME OF EVENT: _Sustainable Ag Expo__________________________________ EVENT LOCATION: __Madonna Expo Center__________________________ NAME OF ORGANIZATION: Central Coast Vineyard Team ADDRESS OF ORGANIZATION: _____5915 El Camino Real, Atascadero, CA 93422 WEBSITE URL: _______sustainableagexpo.org__________________________________________ NAME OF CONTACT PERSON: Kris Beal, Executive Director TELEPHONE NUMBER: 466-2288 E-MAIL ADDRESS: kris@vineyardteam.org TOTAL AMOUNT REQUESTED: $7500 PURPOSE OF SPONSORSHIP REQUEST (check all that apply):  In-County Event Advertising/ Promotion XX Out-of-County Event Advertising/ Promotion  Event Logistics  Event Production  Event Staff Compensation Other: ___________________________________________________________________ Please select the category that best represents your funding request: XX Category One: An existing event in pursuit of expanding current marketing outreach to draw in new attendees from outside San Luis Obispo County and bring tourists to the City of San Luis Obispo.  Category Two: An existing event offering “new” event components, features, or experiences.  Category Three: A new destination event applying for seed money to fund the event startup. 2 Please complete the entire application, answering all requests for information. 1. Provide a brief description of your organization and its cause. The Vineyard Team is a non-profit organization promoting sustainable vineyard practices since 1994. The organization represents 80K acres and over 300 members and conducts robust research and education programs, in addition to farmworker outreach. The Vineyard Team is a trusted and influential agricultural organization, interfacing with regulatory agencies, university, and community. 2. Provide a brief description of your event. The Sustainable Ag Expo historically was a two-day educational symposium plus complete trade show highlighting goods and services supporting sustainable ag practices. The event attracts agricultural vendors and decision makers from outside of SLO County and attracts high profile speakers. The 2016 event tested adding program content to a 3rd day, which was well received by attendees and vendors. The 2017 will build upon this success and add a complete day of program, making it a three-day event. 3. Provide a brief description of how/what the requested funds will be used? $7500 for non-local advertising 4. Will your event be taking place within the City of San Luis Obispo? Yes XX No ____ Venue Name: Madonna Inn Expo Center Venue Location: 5. Has a City permit been issued for your event or have contracted the venue for your event date? Yes XX No ____ Note: For use of City facilities, venues, or services, applications must be received no later than 90 days in advance and can be accepted up to 1 year in advance. The application form can be found on the slocity.org. Application and fees are payable to the City of San Luis Obispo and can be submitted directly to the Parks and Recreation Department located at 1341 Nipomo Street, San Luis Obispo, CA 93401. Event applicants shall be responsible for securing a separate Special Event Permit with the City. 6. If you are a for-profit organization, do you give a percentage of your income from this event to a charity? Yes n/a No ____ Net revenue from this event goes back into the Vineyard Team (non-profit) programs to support sustainable ag research and education. 7. Is this a first year the event will take place? Yes ___ No XX 3 8. If not, how many years has it taken place? 12 years 9. Where has it taken place previously? San Luis Obispo, Paso Robles, Monterey 10. How is this year’s event different this year from prior years? This event will add an entire day of programming making it a full three day event, adding lodging opportunities for Wednesday night. 11. Historical Attendance: 500 attendees – farmers, speakers, vendors, sponsors 12. Historical percentage breakdown of in-county vs. out-of-county attendees: Pre-2016 40% out of county 60% SLO county 2016 60% out of county 40% SLO county 13. What is the return on investment trend for your event? Additional length of stay for historical out of county visitors 60% of 550 attendees = 330 ppl @ $127 ADR = $41,910 14. Expected Event Attendance: 550 15. Expected percentage of in-county vs. out-of-county attendees: 40% in-county attendees 60% out-of-county attendees 16. Who is your target audience? Farmers, Managers, Owners Ag Company reps University, Consultant, Pest Control Advisors 17. Where is your primary and secondary geographic target market? 4 Primary ___North Coast___________ Secondary __Central Valley_____________ 18. Do you sell tickets or is it a free event? Tickets XX Free____ If tickets are required, please provide the price range. $175 - $425 19. Have you requested funding from other organizations/entities? Yes ___ No XX 20. When are the funds needed for the event? Immediately, to secure print and digital advertising 21. What is the overall budget for the event? $135K 22. What are you willing to offer the City and TBID members in exchange for the sponsorship funds for your event? (Ex. Exclusive lodging partnership, discounted tickets for lodging packages, complimentary tickets for promotional use, etc) We will offer exclusive lodging partnerships and logo recognition/visitor welcome packets for all promotional materials (web, email, ad, signage, program). We are committed to customizing a mutually beneficial package. 23. Is it your intention to keep the event located in San Luis Obispo once City sponsorship funding is exhausted? Yes XX No ___ 24. What is the anticipated longevity of the event to take place in the City of San Luis Obispo? We anticipate anchoring the Sustainable Ag Expo in San Luis Obispo for the long-term. By investing in the event, we are investing in new visitors and extending the length of stay for current visitors. Many of these become repeat visitors, so the value extends into the future. 5 Event Worksheets The worksheets below are simplified examples of what information we are looking to review. Please use a separate sheet if more space is needed. Line Item Funding Request: Indicate total amount requested from the City of San Luis Obispo, including a prioritized list of individual line items making up the total. Event Component Amount Non local advertising $7500 Total $ 6 Line Item Event Budget: Provide a detailed budget for the complete event, listing all available support and income sources. EXPO Event TOTAL Jan - Dec 17 Jan - Dec 17 Income EXPO Income 135,000.00 135,000.00 Total Income 135,000.00 135,000.00 Expense Consultant 8,000.00 8,000.00 Credit Card Processing Fees 1,500.00 1,500.00 Event Receptions 15,000.00 15,000.00 Insurance - Health 1,500.00 1,500.00 Insurance - Liability 300.00 300.00 Licenses, Fees, Permits (govt) 150.00 150.00 Mileage, Parking,Transportation 2,500.00 2,500.00 Office Supplies, Expense 1,000.00 1,000.00 Outreach, Promo Materials 5,000.00 5,000.00 Payroll Fees 150.00 150.00 Payroll - Gross Wages 25,000.00 25,000.00 Payroll Taxes - FICA, SUI et al 2,000.00 2,000.00 Postage, Delivery 1,000.00 1,000.00 Printing, Copies 2,000.00 2,000.00 Professional Fees - Accounting 2,000.00 2,000.00 Rent - Equip, Facilities 18,000.00 18,000.00 Simple IRA - Employer Match 500.00 500.00 Travel, Lodging 3,500.00 3,500.00 Utilities 200.00 200.00 Website, Internet Consultant 500.00 500.00 Total Expense 89,800.00 89,800.00 Net Income 45,200.00 45,200.00 7 Detailed Media Plan: Provide a detailed Media Plan including traditional and online media. Media Outlet Type & Frequency Cost of advertising Trade Media Ex. Western Farm Press, Ag Alert Print - 4x $7500 Example: LA Times Online Banners / 1,000 impressions $ XXXXX The Tribune ½ page ads / 3 times $ XXXXX Crowd control plan: Provide your crowd control and safety plan (parades or large special events only). n/a Please provide any additional information you would like to share. The successful 2016 trial of adding additional content for a day 3 was successful. TBID investment supported the hard costs of the additional day (speaker, venue, staff time) in addition to advertising. Out of town visitors increased from 40-60%, which is a tremendous increase. This presents an excellent launching point to extend the day 3 program for a full day, driving additional stays on Wednesday night. We are open to creative promotional ideas and are excited to maximize exposure of SLO as a desirable business event destination. We believe that the success of this event can be used to help market SLO to other professional event planners. We are committed to incentivizing lodging in SLO, through packages, promotions, and exclusive/dedicated rates. Be sure to include all supplemental materials as requested. Thank you. Return Application to: Community Promotions Program – Events Subcommittee Attn: Tourism Coordinator City of San Luis Obispo Administration 990 Palm Street San Luis Obispo, CA 93401 8 Post-Event Final Report Guidelines Organization: ___________________________________________ Event Dates: ___________________ ** Final report must be received within 60 days of the conclusion of the event unless otherwise approved in writing by the Tourism Coordinator. The report must include the following:  Administrator’s Report: A brief synopsis of the event. Please include a statement describing activities, services, or programs provided, and any changes that have occurred during the reporting period.  Statistical Survey: Include the number of participants in the event. Survey should also include, to the best of your ability, the demographic make-up of participants, i.e., residents, non-residents, and age groups (youth, teens, adults or senior citizens), and the source the data is based on. This section should also include the return-on-investment details from the event for the City of San Luis Obispo and TBID members.  Financial Report: A financial statement that details how the Events Promotion sponsorship funds have been expended.  Recognition: Provide proof of your organization’s acknowledgement of the City’s support in promotional materials used for the event and how City Tourism message was integrated into the overall event campaign. Please submit reports that illustrate how the event generated leads and traffic. 9 COMMUNITY PROMOTIONS PROGRAM STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT Please read the following document and sign to indicate that you have read and understand it. Limitations: This application does not commit the sponsor to award sponsorship or to pay any costs incurred in the preparation of this application or to procure or contract for services or supplies. The City reserves the right to accept or reject any or all applications received, to fund on a line item basis, to negotiate with all qualified applicants, or to cancel in part or in its entirety this program, if it is in the best interest of the City to do so. Payment of Funds: All duties, obligations, and disbursements of funds are shall be governed by the provisions of the agreement between the City and the applicant receiving funds.  An applicant that is awarded funds shall enter into a contractual agreement with the City of San Luis Obispo for stated program during the current grant period.  The payment schedule will be stated in the contractual agreement.  The contracting agency will agree to provide reports in such form and detail as may be required by the City and the TBID/PCC to monitor contract performance prior to payment for programs.  The contracting agency will provide the City with an annual audit by an independent auditor to be approved by the City, if the City should so request.  Should the funds not be used in the manner specified within the contract, the organization will be required to return the funds to the City of San Luis Obispo, (Sample copies of standard City contract forms can be provided by the Tourism Coordinator upon request.) I, Kris Beal, for the Vineyard Team , (printed or typed name of authorized applicant organization representative), have read the above statement and fully understand its contents and implications. I further attest that all the information contained in this application is accurate to the best of my knowledge. Signature Kris Beal Date 5/18/17 Title Executive Director Applicant Organization Vineyard Team Strategic Imperative Strategic Initiative Action Step  Deliver Smart Growth Research future tourism trends Define and prioritize relevant trend data for targeting  Identify and access trend source content  Incorporate trend highlights into quarterly report  Utilize & leverage existing reports ‐ SLO County Research; Visit CA research Identify and evaluate need to purchase research/ reports with outside vendor Incorporate trends into the marketing plan development  Budget for reports accordingly  Build Meaningful Partnerships  Create a comprehensive Cal Poly/ Cuesta partnership  plan Identify and prioritize the  sources of business (dept./ programs) Develop relationship with Conference & Event Planning  Maximize relationship with Athletics  Expand relationship with Alumni  Expand relationship with Parents ‐ NSTP/Parent Programs   Define what success of partnerships would be for the Board  Track the partnerships to gauge success  Maximize partnership/ relationships at the national,  state, regional, and local levels Continuing to partner with VSC, CCTC, Visit CA on marketing opportunities and promotions Identify and create new partnerships/relationship: ex. Amtrak Leverage and expand opportunities with existing strategic partners (Cal Poly, SLO Wine)  Develop a partnership program policy that defines & outlines paid vs in‐kind partnership  Develop partnership agreement/terms for paid and in‐kind partnership Establish a partnership review process that is feasible for the Board to utilize   Ensure Organizational Excellence Foster utilization of referral services Outline the current referral services  Annual communication of the existing services to members Evaluate and establish the referral traffic reporting (Board/ member properties)  Education & outreach to members on the guest services (hotel availability/number)  Define what success of the referral services would be for the Board  Track to gauge success  Implement a plan to develop our next strategic plan  Develop & release an RFP or call for proposals (based on budget)  for the development of a 2nd  phase strategic plan   Receive and review proposals Select a contractor  Budget accordingly in 2018‐19 for plan development  Begin plan development in 2018‐19  Develop new ways to connect and effectively  communicate with our stakeholders Outline the current communications tools  Identify successful methods for outreach   Identify new communication tools or constituent outreach services  Implement communication tools  Define what success of communication evaluation would be for the Board  Track the program to gauge success  Deliver relevant information to our stakeholders Develop/ maintain an information tool kit of TBID programs  Expand members section of website with relevant info  Develop a stakeholder communication plan  Implement stakeholder communication plan  Develop strategies to make board membership  attractive, sustainable, and easier define and identify barriers to participation  develop solutions to reduce the barriers  develop a board membership action plan  implement the board membership action plan  Establish and implement Annual Board retreat for the review of programs and processes Strategic Imperative Strategic Initiative Action Step  Deliver Smart Growth Develop an engaging and comprehensive Marketing Plan Move to development of a 2 year plan moving forward Annual review of the plan to refresh program elements as needed Develop "Personas" for the SLO visitor and implement marketing  strategies to target the based on personas  Implement a Tiered marketing strategy ‐ Budget (family), Leisure,  Business Continued alignment with current pillars: culinary, family, outdoor, arts  & culture, Cal Poly Develop a SLO identity for attracting corporate visitors Identify assets & unique SLO position attractive to corporate visitor  Create sell sheet for the City of SLO  Buildout page on website Coordinate PR efforts Pitch to corporate travelers Display ads on business meetings website, publications Content opportunities: co‐op, blog, newsletter, etc Local business partnerships: increase communication, incentivize,  create packages Identify, map and prioritize target audiences for marketing and PR compile data‐ use strategic partnerships, events, existing data look for different types of domestic diversity and target accordingly identify conference group business and position SLO as a destination to  them  Develop "Personas" for the SLO visitor and implement marketing  strategies to target the based on personas  Implement a Tiered marketing strategy ‐ Budget (family), Leisure,  Business Continued alignment with current pillars: culinary, family, outdoor, arts  & culture, Cal Poly Develop SLO Brand Clarify and strengthen the SLO (TBID/City) brand platform,  including minimization of brand confusion  Leverage “city” designation for logo/name use across broader swath of  materials (i.e. Cal Poly) Develop boilerplate messaging for use on website (TBID page), press  outreach, etc. Develop a standards document for when, where, and how to site and  refer to the organization  Refresh the SLO TBID branding campaign  Identify assets and build a unique identity for the City of SLO Take an assessment of the assets of SLO   Identify and communicate SLO's unique position‐ locally, regionally,  and state  Utilize the local voice through ShareSLO  Integrate unique assets into brand positioning (assets, messaging)  Contribute to an Unforgettable SLO Experience Further develop our loyalty program Assess the purpose, goals and intended need of a loyalty program  Identify what a success of the program will look like Develop program strategies to achieve the goal Define the target audience for the program  Create a packaged program for "How to do SLO" Assess the purpose, goals and intended need of the program  Identify what a success of the program will look like Develop program strategies to achieve the goal Quick access to itineraries on website (create new feature, how to  showcase itinerary feature on website) Make information easily accessible for hoteliers so they can  communicate with guests Develop a world class event Assess the purpose, goals and intended need of the event Identify what a success of the event will look like Identify strategies to target the event  Tourism Business Improvement District Management Committee Meeting Minutes May 23, 2017 – 3:00 pm City Hall – Council Hearing Room 990 Palm Street, San Luis Obispo PRESENT: LeBren Harris, Nipool Patel, Clint Pearce STAFF PRESENT: Molly Cano, Tourism Manager; Liesel Kuehl, Tourism Coordinator Call to order time: 3:01 pm BUSINESS ITEMS 1. Contractor Workscope Discussion The committee reviewed and discussed contractor workscopes for 2017-18 and did not have any changes or adjustments to the components of the agreements. The committee will recommend the Board approve 2017-18 contracts with SLO Wine, Cal Poly Athletics and the Chamber. Recommendation: The committee recommends the Board approve 2017-18 contract work scopes with SLO Wine, Cal Poly Athletics and the Chamber. 2. Strategic Plan Initiatives Staff presented action plans for the committee’s strategic plan initiatives. The committee suggested establishing and implementing an Annual Board Retreat for the review of programs and processes. Staff will prioritize the committee’s action plans and present the suggestions at the next Board meeting. 3. New Business Items a. Committee Discussion b. Future Agenda Items c. Next Meeting Date: June 21, 2017 at 3:00 pm Meeting was adjourned at 3:34 pm. Tourism Business Improvement District Marketing Committee Meeting Minutes May 30, 2017 – 12:30 p.m. BCA – 711 Tank Farm Road, Suite 210 PRESENT: Patel-Mueller, Wilkins STAFF PRESENT: Molly Cano, Tourism Manager; Liesel Kuehl, Tourism Coordinator BUSINESS ITEMS 1. Sustainable Ag Expo Proposal for Funding Sponsorship Kris Beal, the Executive Director for the Vineyard Team, presented the sponsorship opportunity for TBID support for the Sustainable Ag Expo held midweek in November. This event brings speakers from all over the country to educate people in sustainable agriculture. Last year, 60% of the 500 attendees were from out of the county. Kris requested $7,500 for non-local marketing. Recommendation: The committee recommends funding the event at $7,500 from the remaining 2016-17 event promotion budget. 2. Special Event Funding for Volleyball Tournament Staff presented the opportunity to support a volleyball tournament in Fall 2017 that will bring participants from Northern and Southern California. The event isn’t finalized, but because it aligns with the TBID’s goals, the committee recommends to earmark money in the budget for potential funding sponsorship. Recommendation: The committee recommends allocating funding to the event in the amount of $5000 from the remaining 2016-17 event promotion budget pending the approval of the event funding application. 3. Marketing Plan Review BCA presented the changes that have been made to the 2017-18 marketing plan. The committee didn’t have any changes and will present the marketing plan to the Board in June. Recommendation: The committee approved the changes to the Marketing Plan and recommends the adoption of the 2017-18 Marketing Plan by the TBID Board. 4. Strategic Plan Initiatives Staff presented the committee’s strategic initiatives and action plans for 2017-18. The committee approved the action plans and will present it to the Board in June. 5. Tradeshows Staff presented an overview of TBID’s participation at the Travel and Adventure shows and discussed opportunities for 2017-18 tradeshow participation. The committee recommends staff attend the San Diego and Denver Travel and Adventure Show, IPW and LA Magazine Food Event in 2017-18. Staff will research opportunities for a fifth show in 2017-18 that aligns with the TBID’s goals. Recommendation: The recommends participating in the Denver and San Diego Travel & Adventure series trade shows, IPW 2018 tradeshow co-op participation with Visit SLO CAL, and the 2017 LA Magazine Food Event with SLO Wine. 6. New Business  Committee Discussion  Future Agenda Items  Schedule Next Committee Meeting: Thursday, June 22nd from 10:30 - 11:30am. Meeting was adjourned at 2:12 pm 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 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. 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. 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. 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 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 - What’s New - VSC Heads to UK/Ireland for Travel Trade & PR Mission From April 24-28, Visit SLO CAL President & CEO Chuck Davison and Director of Travel Trade Michael Wambolt were in Dublin and London as part of a travel trade and media mission organized by Black Diamond. The trip included 10 travel trade appointments, 13 media appointments, lunch with key Irish travel trade and media contacts in Dublin and a SLO CAL event that attracted over 30 media and travel trade representatives in London. The mission yielded seven travel trade leads and seven media leads, and provided the ideal opporutnity to distribute information about Highway 1 closure information and detour routes. VSC Celebrates Seattle Inaugural Flight Launch On April 13, Visit SLO CAL, the SLO Airport and the SLO EVC celebrated Alaska Airline’s inaugural flight from Seattle to SLO. VSC and its partners welcomed passengers with special Visit SLO CAL swag bags, Madonna Inn cake and coffee and plenty of cheers. The event attracted media coverage from KCOY, KSBY and 98.1 KJUG. Visit SLO CAL is currently planning for a similar event to celebrate new flight service from Denver through United Airlines. Visit SLO CAL Activity Report, APRIL 2017 2017 SLO CAL Tourism Exchange & Reception On May 11, Visit SLO CAL hosted its 2017 Tourism Exchange at the Embassy Suites, attracting more than 170 constituents, members and local leaders. The Tourism Exchange featured a state of the county tourism update from VSC President & CEO Chuck Davison, a keynote presentation from Visit California President & CEO Caroline Beteta, and other educational insight sessions. Sessions were recorded and will be available along with speaker presentations on the Members Area on the VSC website by Thursday, May 18. Welcome Chie Evans, Executive Assistant to the President & CEO Chie was born and raised in Gunma, Japan, and moved to the U.S. to study English after high school. After receiving a Master’s degree in Criminal Justice from John Jay College of Criminal Justice in New York City, she worked as a legal assistant at Amster, Rothstein & Ebenstein LLP and Sheppard, Mullin, Richter, & Hampton LLP in New York City. She recently made her dream of living on the Central Coast come true by moving to SLO CAL. She is extremely happy to be a part of a team who is devoted to promoting this beautiful area. VSC Set to Take on DC for IPW 2017 On June 3-7, Visit SLO CAL will be traveling to Washington D.C. for IPW 2017 along with our partners throughout the County, including Boutique Hotel Collection, Pismo Beach CVB, Travel Paso Robles Alliance, City of Morro Bay and the Holiday Inn Express – Atascadero. VSC will be pouring local wine and beer each day of the event. If you would like to participate in IPW 2018, please contact Michael Wambolt at Michael@SLOCAL.com. 0 - Trending - Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000. Featured in Toronto Star: SLO Provisions (left); and in TravelAlerts.ca: Kayaking in Morro Bay (right). Media • TravelAlerts.ca: A California road trip: from desert to coast http://bit.ly/2r0AWvz • Toronto Star: 6 spots to wine and dine along CA’s Central Coast http://bit.ly/2qQTK34 • Toronto Star: Road tripping along California’s Central Coast Public Relations • SO Magazine (Charlie Bond): May 12 • Seattle Times (Tan Vinh): May 12 • Visit California San Francisco Media Reception: May 16 • City AM: May 20 • Where to Retire (Ahn Phan): March 2018 Travel Trade • Black Diamond FAM (Ireland/England: May 17-19 • US Travel Association’s IPW: June 3-7 (Washington D.C.) • Tour and Travel Sales Mission: July (Los Angeles) – co-op opportunities available ($300) Film Commission • FLICS Film in CA Event: May 20 (Los Angeles) VSC Heads to China for VCA Sales Mission On April 10-14, Visit SLO CAL Director of Travel Trade Michael Wambolt made key contacts in three major Chinese cities – Chengdu, Hangzhou and Guangzhou – with Visit California for their annual China Sales Mission. The sales mission included 60 appointments, 3 agency takeovers, 35 leads and two site visits. VISIT SLO CAL WEB ACTIVITY VISITS: 510,628 UNIQUE VISITORS: 268,867 PAGE VIEWS: 715,222 AVG. PAGE VIEWS/VISIT: 1.40 AVG. TIME ON SITE: 1:04 TOTAL ORGANIC TRAFFIC: 42,459 % OF ORGANIC: 8% MOBILE VISITS: 462,948 MOST VISITED EVENT PAGE: MORRO BAY CITY-WIDE GARAGE SALE (244 VIEWS) TOTAL BLOG VISITS: 89,483 MOST SHARED BLOG: STEP INTO SLO CAL HISTORY WITH THESE RIVETING CULTURAL DESTINATIONS (32 SHARES) VISIT SLO CAL SOCIAL MEDIA ACTIVITY FACEBOOK LIKES: 20,700 NEW: 1,269 TOT. IMPRESSIONS: 11.8M HIGHEST ENGAGEMENT: THEY DON'T CALL IT A SUPER BLOOM FOR NOTHING! (CARRIZO PLAIN) (3325 ENGAGEMENTS) MOST REACTIONS: THEY DON'T CALL IT A SUPER BLOOM FOR NOTHING! (CARRIZO PLAIN) (2K REACTIONS) FOLLOWERS NEW TWITTER: 7,068 91 38.3K IMPRESSIONS TWEETS: 7,133 PINTEREST: 708 13 PINS: 819 INSTAGRAM: 12K 2K POSTS: 1,070 VISITOR GUIDE DIST. WEB DOWNLOADS: 163 GUIDES DISTRIBUTED: 2,146 TOTAL: 2,309 THIS MONTH IN SLO CAL SUBSCRIBERS 35,848 OPENS: 5,302 CLICK-THROUGHS: 574 THIS WEEK IN SLO CAL CIRCULATION: 916 MOST CLICKED LINK: UPCOMING EVENTS VSC Attends VRMA Conference On May 8-9, Visit SLO CAL Director of Travel Trade Michael Wambolt attended the Vacation Rental Management Association’s 2017 Western Regional Conference in Anaheim. This was the first time VSC attended this annual conference, and Michael gained some valuable industry insight into this important segment of SLO CAL’s unique lodging mix. VSC Conducts Denver Desksides In April, Brooke arranged ten successful deskside visits with publications in the Denver market, including AAA Encompass, 5280 Magazine, Denver Post and National Geographic Social, telling writers about United’s new flight service from Denver to SLO. VSC is already reporting impressive traction from these meetings. California March 2017 vs March 2016 Lodging Statistics (STR, Inc.) Monterey/Salinas Santa Barbara/Santa Maria Visit San Luis Obispo County Search Engine Optimization Campaign Update April 2016 Date: May 3, 2016 Client: Visit San Luis Obispo County Date Range: April 1-30, 2016 Executive Overview SEO Activities completed last month: * Crawl errors reviewed, no errors needed corrections. * 25 meta tags updated and installed to the website. * Quarterly site speed check completed, no action needed at this time. * Sent heat map overview report for the home page. * New content recommendations document completed and sent for review. Organic Traffic Overview: Organic traffic increased by 30% over last year. Some of the pages with the best year-over-year growth were the Fairs and Festivals events page by 58%, the Our Area page by 17%, the Thursday Farmers Market event page by 159% and the Cambria overview page by 89%. While your site has experienced a slight drop in traffic from Bing and Yahoo, traffic from Google has increased by 35% which was around 6,900 new sessions. Other Notes: * Total visits increased by 32%, unique visitors increased by 35% and pageviews increased by 14%. * The blog home page received 1,586 pageviews last month. * The entire blog received 9,382 pageviews last month. Industry Averages Engagement Metrics Industry Average Your Website % Difference Total Pages Per Visit:2.45 2.73 10.15% Total Average Visit Duration:0:02:06 0:02:01 -4.27% Total Bounce Rate:56.87%50.67%-12.23% Organic Pages Per Visit:2.68 2.87 6.76% Organic Average Visit Duration:0:02:08 0:02:09 0.82% Organic Bounce Rate:50.63%46.19%-9.62% SEO Overview Page 2 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Date Range: November 1, 2015 - April 30, 2016 Total Traffic Overview: Nov Dec Jan Feb Mar Apr Visits:35,523 43,292 50,686 37,694 38,636 40,417 Unique Visitors:28,908 34,379 38,376 31,853 32,504 34,203 Bounce Rate:51%48%51%51%50%51% Pageviews:109,024 138,722 156,974 107,927 108,338 110,213 Avg Pageviews Per Visit:3.07 3.20 3.10 2.86 2.80 2.73 Avg Time on Site:0:02:18 0:02:36 0:02:38 0:02:07 0:02:04 0:02:01 Total Organic Search Traffic:24,267 31,112 29,823 24,262 28,907 29,043 % of Traffic Organic Search:68%72%59%64%75%72% Entry Pages From Search:1,843 1,769 1,918 1,934 1,943 1,882 VisitSLOCounty Visits:6,592 13,104 13,938 18,182 14,643 16,518 VisitSLOCounty Bounce Rate:90%89%86%75%73%68% Mobile/Tablet SnapShot: Nov Dec Jan Feb Mar Apr Visits:20,055 25,072 29,441 21,035 21,612 22,655 % of visits 56%58%58%56%56%56% Bounce Rate:54%50%57%57%54%53% Pageviews: 55,051 73,318 74,611 51,046 53,305 55,662 Avg Time on Site:0:02:00 0:02:20 0:02:08 0:01:44 0:01:45 0:01:46 0 10,000 20,000 30,000 40,000 50,000 60,000 Nov Dec Jan Feb Mar Apr Total Visits Comparison Prior Year This Year 71.86% 14.87% 8.23% 3.37% 0.94% 0.73% Traffic Sources Organic Search Direct Referral (Other) Social Email 0 8,000 16,000 24,000 32,000 Nov Dec Jan Feb Mar Apr Mobile/Tablet Visits Prior Year This Year Page 3 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Date Range: April 1-30, 2016 Organic Traffic % of Total Site Traffic Visits 29,043 71.86% Organic Engagement Compared to Site Engagement Pageviews Per Visit 2.87 5.41% Avg. Time on Site 0:02:09 6.80% New Visits 77.05%-0.70% Bounce Rate 46.19%-8.86% Search Engine Visits Percent google 26,762 92.15% yahoo 1,383 4.76% bing 797 2.74% aol 60 0.21% ask 24 0.08% images.google 11 0.04% Exact Keyword Visits Percent Landing Page Visits Percent (not provided)27,662 95.24%/events 4,738 16.31% san luis obispo 116 0.40%/3,339 11.50% www.share-button.xyz 25 0.09%/profile/402/lake-lopez-recreation-area 1,157 3.98% san luis obispo events 22 0.08%/events/all/fairs_and_festivals 841 2.90% lake lopez camping 13 0.04%/our-area 679 2.34% events in san luis obispo 11 0.04%/activities 595 2.05% i came up with a method and 1,5 years forcing all-seeing eye of google to distribute my advertisements to millions best paying google clients for free! ha ha! vitaly popov11 0.04%/events/461/thursday-farmers-market 585 2.01% lopez lake camping 10 0.03%/profile/1468/avila-beach-farmers-market 503 1.73% lopez lake 9 0.03%/lodging 447 1.54% san luis obispo hotels 9 0.03%/community/cambria 305 1.05% Organic Search Traffic: 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Nov Dec Jan Feb Mar Apr Organic Visits Comparison Prior Year Current Year Page 4 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Date Range: April 1 - 30, 2016 Demographics & Interests Affinity Categories: Top 10 Affinity Categories Visits Movie Lovers 14,976 TV Lovers 12,839 News Junkies & Avid Readers/Entertainment & Celebrity News Junkies 12,594 Travel Buffs 12,017 Cooking Enthusiasts/Aspiring Chefs 11,280 Home Decor Enthusiasts 10,262 News Junkies & Avid Readers 10,180 Technophiles 9,508 Health & Fitness Buffs 8,657 Shoppers/Shopaholics 8,346 Other Categories: Top 10 Categories Visits Arts & Entertainment/Celebrities & Entertainment News 8,326 News/Weather 6,703 Arts & Entertainment/TV & Video/Online Video 5,735 Food & Drink/Cooking & Recipes 5,153 Travel/Hotels & Accommodations 4,795 Real Estate/Real Estate Listings 4,007 Reference/General Reference/Dictionaries & Encyclopedias 3,637 Travel/Air Travel 3,573 Internet & Telecom/Email & Messaging 3,173 Arts & Entertainment/Humor 2,298 Affinity Categories broaden the scope to identify users in terms of lifestyle; for example, Technophiles, Sports Fans, and Cooking Enthusiasts. These categories are defined in a similar way to TV audiences, and represent an opportunity to understand the behavior of your audience. Other Categories are used to classify groups of users based on the specific content they consume, along with how recently and frequently they consume that content. This category data provides a more focused view of your users, and lets you analyze behavior more narrowly than Affinity Categories. * Per Google 8.51% 15.28% 11.61% 10.00% 10.05% 5.58% 4.52% 8.66% 7.54% 7.00% 6.62% 4.64% 18-24 25-34 35-44 45-54 55-64 65+ Age Group by Gender Male Female Page 5 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Date Range: April 1 - 30, 2016 Top Content:Geographic: Top Landing Pages Entrances /events 5,616 /5,323 /profile/402/lake-lopez-recreation-area 1,401 /blog 1,382 /events/all/fairs_and_festivals 945 /our-area 848 /activities 701 /romance-month 694 /events/461/thursday-farmers-market 680 /profile/1468/avila-beach-farmers-market 587 Top Content Pages Pageviews /events 9,581 /7,246 /events/all/fairs_and_festivals 2,624 /our-area 2,105 /profile/402/lake-lopez-recreation-area 1,785 /blog 1,586 /events?page=1 1,534 /events/all/childrens_activities 1,203 /deals 1,104 /activities 1,081 Top Exit Pages Exits /3,136 /events 2,638 /blog 1,314 /profile/402/lake-lopez-recreation-area 1,076 /our-area 943 /romance-month 678 /events/all/fairs_and_festivals 647 /events/461/thursday-farmers-market 608 /profile/1468/avila-beach-farmers-market 571 /activities 420 11% 10% 10% 3% 3% 2% 2% 2% 2% 1% 54% Top Cities Los Angeles San Luis Obispo San Francisco Paso Robles Atascadero Arroyo Grande New York Santa Maria Bakersfield Morro Bay Other 83.7% 2.4% 1.5% 1.2% 0.9% 0.8% 0.8% 0.8% 0.7% 0.7% 6.0% Top States California New York Texas Arizona Nevada Washington Colorado Illinois Virginia Florida Other 30.12% 22.05% 17.02% 3.99% 3.33% 2.53% 2.17% 2.06% 2.02% 1.01% 13.70% Top Metros Santa Barbara-Santa Maria-San Luis Obispo CA Los Angeles CA San Francisco-Oakland-San Jose CA Fresno-Visalia CA Sacramento-Stockton-Modesto CA New York NY Monterey-Salinas CA San Diego CA Bakersfield CA Phoenix AZ Other Page 6 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Date Range: April 1 - 30, 2016 In-MarketVs Vistor: 5,080 12,682 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 In-Market Out of Market Desktop Visits 4,765 17,890 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 In-Market Out of Market Mobile/Tablet Visits 71.40% 28.60% 78.97% 21.03% Page 7 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Date Range: April 1 - 30, 2016 TopReferrers: Referrer Sessions Bounce Rate Avg. Session Duration Pages / Session visitslocounty.com 756 58.73%00:01:33 2.29 ib.adnxs.com 427 100.00%00:00:00 1.00 visitcalifornia.com 316 31.65%00:03:03 4.16 centralcoast-tourism.com 237 50.21%00:02:17 3.24 m.facebook.com 190 78.42%00:00:53 1.43 rank-checker.online 182 99.45%00:00:00 1.01 parent.calpoly.edu 128 51.56%00:02:42 2.64 facebook.com 93 51.61%00:05:00 3.23 TopCampaigns: Campaign Source / Medium Sessions %New Sessions Avg. Session Duration Bounce Rate brand-usa_in-market_Canada_Spring2016 brand-usa / taboola 1,361 95.89%00:00:12 90.23% 51eaa2d5bb-This_Week_in_SLO_County_April_12_2016 Master List / email 72 15.28%00:06:33 41.67% 44dbdc40cf-This_Week_in_SLO_County_April_21_2016 Master List / email 64 31.25%00:03:02 48.44% f8524208a0-This_Week_in_SLO_County_March_24_2016 Master List / email 42 21.43%00:02:55 57.14% 02f96dd8f9-This_Week_in_SLO_County_March_31_2016 Master List / email 30 3.33%00:06:19 30.00% fdbb447943-This_Week_in_SLO_County_April_28_2016 Master List / email 30 26.67%00:03:15 60.00% 540614d3db-This_Week_in_SLO_County_April_07_2016 Master List / email 28 21.43%00:03:33 35.71% VSLOCWeekend newsletterWS / email 8 75.00%00:05:32 62.50% Promo_Opp:_Watch_List_4/27/16 newsletter / email 7 28.57%00:02:12 71.43% 1b8c49b44f-This_Week_in_SLO_County_March_17_2016 Master List / email 4 0.00%00:01:36 50.00% 2db0457017-This_Week_in_SLO_County_February_11_2016 Master List / email 3 0.00%00:01:06 33.33% Promo_Opp:_Watch_List_4/20/16 newsletter / email 3 33.33%00:00:24 66.67% 5a1b830939-This_Week_in_SLO_County_March_9_2016 Master List / email 2 0.00%00:00:00 100.00% 9cbf3ac431-January_2016_Newsletter 1_2_2016 Cambria Inns Collection Email List / email 1 0.00%00:00:42 0.00% b03b9c0de4-This_Week_in_SLO_County_March_3_Lodging_3_3_2016 Master List / email 1 0.00%00:00:00 100.00% fc4c4865d0-This_Week_in_SLO_County_January_28_2016 Master List / email 1 0.00%00:00:00 100.00% Totals 1,657 82.62%00:00:55 82.62% Page 8 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Arroyo Grande 7 12 12 1st Page Result Arroyo Grande Activities 7 10 10 2nd Page Result Arroyo Grande Beaches 6 37 37 3rd Page Result Arroyo Grande CA 7 26 26 After 3rd Page Arroyo Grande California 7 29 29 Arroyo Grande Dining 18 17 17 Arroyo Grande Events 5 6 6 Arroyo Grande Hotel 45 98 98 Arroyo Grande Hotels 39 69 69 Arroyo Grande Lodging 23 30 30 Arroyo Grande Packages 18 101 101 Arroyo Grande Restaurants 69 67 67 Arroyo Grande RV Parks 54 101 101 Arroyo Grande Things to do 7 15 15 Arroyo Grande Vacation 41 56 56 Arroyo Grande Vacation Rental 33 88 88 Arroyo Grande Vacation Rentals 31 85 85 Arroyo Grande Vacations 60 95 95 Arroyo Grande Wineries 20 23 23 Atascadero 101 95 95 Atascadero Activities 12 14 14 Atascadero CA 101 101 101 Atascadero California 101 101 101 Atascadero Dining 16 44 44 Atascadero Events 5 21 21 Atascadero Hotel 32 68 68 Atascadero Hotels 37 95 95 Atascadero Lodging 31 25 25 Atascadero Packages 54 90 90 Atascadero Restaurants 32 99 99 Ranking Highlights: Page 9 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: Atascadero RV Parks 39 95 95 1st Page Result Atascadero Things to do 10 29 29 2nd Page Result Atascadero Vacation 39 55 55 3rd Page Result Atascadero Vacation Rental 29 57 57 After 3rd Page Atascadero Vacation Rentals 30 55 55 Atascadero Vacations 45 77 77 Atascadero Wineries 19 18 18 Avila Beach 8 10 10 Avila Beach Activities 7 5 5 Avila Beach CA 7 23 23 Avila Beach California 6 24 24 Avila Beach Dining 22 18 18 Avila Beach Events 8 24 24 Avila Beach Hotel 28 58 58 Avila Beach Hotels 23 51 51 Avila Beach Lodging 24 38 38 Avila Beach Packages 27 94 94 Avila Beach Restaurants 25 32 32 Avila Beach RV Parks 69 101 101 Avila Beach Things to do 10 26 26 Avila Beach Vacation 15 49 49 Avila Beach Vacation Rental 15 20 20 Avila Beach Vacation Rentals 16 37 37 Avila Beach Vacations 37 79 79 Avila Beach Wineries 55 61 61 Baywood Park CA 6 76 76 Bubblegum Alley 17 22 22 California Central Coast 101 101 101 California Central Coast Activities 31 35 35 California Central Coast Dining 24 99 99 Page 10 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: California Central Coast Events 3 32 32 1st Page Result California Central Coast Hotel 101 101 101 2nd Page Result California Central Coast Hotels 101 101 101 3rd Page Result California Central Coast Lodging 101 101 101 After 3rd Page California Central Coast Packages 101 101 101 California Central Coast Restaurants 27 101 101 California Central Coast RV Parks 45 101 101 California Central Coast Things to do 43 91 91 California Central Coast Vacation 96 101 101 California Central Coast Vacation Rental 52 101 101 California Central Coast Vacation Rentals 53 101 101 California Central Coast Vacations 71 101 101 California Central Coast Wineries 101 101 101 California Valley 9 101 101 Cambria 34 87 87 Cambria Activities 5 10 10 Cambria Beaches 37 69 69 Cambria CA 6 67 67 Cambria California 6 44 44 Cambria Dining 55 52 52 Cambria Events 19 25 25 Cambria Hotel 101 101 101 Cambria Hotels 101 91 91 Cambria Lodging 71 61 61 Cambria Packages 101 101 101 Cambria Restaurants 32 44 44 Cambria RV Parks 50 101 101 Cambria Things to do 10 43 43 Cambria Vacation 29 89 89 Cambria Vacation Rental 29 87 87 Page 11 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: Cambria Vacation Rentals 30 85 85 1st Page Result Cambria Vacations 44 101 101 2nd Page Result Cambria Wineries 101 101 101 3rd Page Result Cayucos 26 22 22 After 3rd Page Cayucos Activities 5 13 13 Cayucos Beaches 30 61 61 Cayucos CA 25 50 50 Cayucos California 20 76 76 Cayucos Dining 17 26 26 Cayucos Events 7 9 9 Cayucos Hotel 34 89 89 Cayucos Hotels 31 54 54 Cayucos Lodging 28 42 42 Cayucos Packages 30 98 98 Cayucos Restaurants 52 45 45 Cayucos RV Parks 61 101 101 Cayucos Things to do 12 26 26 Cayucos Vacation 25 97 97 Cayucos Vacation Rental 30 98 98 Cayucos Vacation Rentals 27 92 92 Cayucos Vacations 27 101 101 Cayucos Wineries 82 58 58 Central Coast 101 101 101 Central Coast Activities 3 33 33 Central Coast Dining 18 101 101 Central Coast Events 3 33 33 Central Coast Golf 101 101 101 Central Coast Hotel 101 101 101 Central Coast Hotels 101 101 101 Central Coast Lodging 100 97 97 Page 12 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: Central Coast Packages 101 101 101 1st Page Result Central Coast Restaurants 22 101 101 2nd Page Result Central Coast RV Parks 48 101 101 3rd Page Result Central Coast Things to do 22 60 60 After 3rd Page Central Coast Vacation 86 101 101 Central Coast Vacation Rental 85 101 101 Central Coast Vacation Rentals 89 101 101 Central Coast Vacations 67 101 101 Central Coast Wine Tasting 57 101 101 Central Coast Wineries 101 101 101 Cholame CA 28 101 101 Classic California 101 101 101 County of San Luis Obispo 8 4 4 Creston CA 101 101 101 Edna Valley 23 7 7 Edna Valley Wineries 25 28 28 Grover Beach 8 8 8 Grover Beach Activities 9 5 5 Grover Beach CA 9 9 9 Grover Beach California 9 11 11 Grover Beach Dining 19 21 21 Grover Beach Events 7 3 3 Grover Beach Hotel 53 84 84 Grover Beach Hotels 32 27 27 Grover Beach Lodging 46 28 28 Grover Beach Packages 33 87 87 Grover Beach Restaurants 38 78 78 Grover Beach RV Parks 77 101 101 Grover Beach Things to do 8 17 17 Grover Beach Vacation 23 77 77 Page 13 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: Grover Beach Vacation Rental 28 82 82 1st Page Result Grover Beach Vacation Rentals 26 101 101 2nd Page Result Grover Beach Vacations 37 101 101 3rd Page Result Grover Beach Wineries 27 17 17 After 3rd Page Harmony CA 13 101 101 Hearst Castle 58 21 21 Los Osos CA 101 101 101 Mission San Luis Obispo de Tolosa 27 94 94 Morro Bay 8 19 19 Morro Bay Activities 12 10 10 Morro Bay Beaches 101 30 30 Morro Bay CA 7 48 48 Morro Bay California 7 22 22 Morro Bay Dining 28 45 45 Morro Bay Events 4 7 7 Morro Bay Fishing 39 91 91 Morro Bay Hotel 54 92 92 Morro Bay Hotels 42 99 99 Morro Bay Lodging 29 90 90 Morro Bay Packages 70 89 89 Morro Bay Restaurants 33 74 74 Morro Bay Rock 46 101 101 Morro Bay RV Parks 29 101 101 Morro Bay Things to do 12 72 72 Morro Bay Vacation 26 101 101 Morro Bay Vacation Rental 33 101 101 Morro Bay Vacation Rentals 32 101 101 Morro Bay Vacations 34 101 101 Morro Bay Wineries 25 70 70 Nipomo CA 7 19 19 Page 14 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: Oceano CA 54 101 101 1st Page Result Oceano Dunes 28 47 47 2nd Page Result Paso Robles 10 78 78 3rd Page Result Paso Robles Activities 18 40 40 After 3rd Page Paso Robles CA 9 82 82 Paso Robles California 7 82 82 Paso Robles Dining 29 56 56 Paso Robles Events 10 34 34 Paso Robles Golf 33 101 101 Paso Robles Hotel 50 97 97 Paso Robles Hotels 32 67 67 Paso Robles Lodging 27 46 46 Paso Robles Packages 78 101 101 Paso Robles Restaurants 23 82 82 Paso Robles RV Parks 101 101 101 Paso Robles Things to do 29 53 53 Paso Robles Vacation 16 101 101 Paso Robles Vacation Rental 15 82 82 Paso Robles Vacation Rentals 15 64 64 Paso Robles Vacations 79 101 101 Paso Robles Wine Tasting 81 101 101 Paso Robles Wineries 75 93 93 Paso Robles Winery 101 101 101 Pismo 8 33 33 Pismo Beach 36 17 17 Pismo Beach Activities 7 21 21 Pismo Beach CA 55 43 43 Pismo Beach California 34 20 20 Pismo Beach Dining 22 17 17 Pismo Beach Dunes 65 101 101 Page 15 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: Pismo Beach Events 5 5 5 1st Page Result Pismo Beach Hotel 61 88 88 2nd Page Result Pismo Beach Hotels 78 65 65 3rd Page Result Pismo Beach Lodging 53 80 80 After 3rd Page Pismo Beach Packages 47 95 95 Pismo Beach Restaurants 33 45 45 Pismo Beach RV Parks 56 101 101 Pismo Beach Things to do 6 39 39 Pismo Beach Vacation 33 92 92 Pismo Beach Vacations 47 101 101 Pismo Beach Wineries 24 43 43 Ragged Point CA 20 87 87 San Luis Obispo 5 5 5 San Luis Obispo Accommodations 6 5 5 San Luis Obispo Activities 1 2 2 San Luis Obispo Attractions 5 11 11 San Luis Obispo Beaches 8 3 3 San Luis Obispo Bed and Breakfast 7 7 7 San Luis Obispo CA 5 5 5 San Luis Obispo California 5 8 8 San Luis Obispo Camping 38 38 38 San Luis Obispo County 4 2 2 San Luis Obispo Dining 10 3 3 San Luis Obispo Events 1 2 2 San Luis Obispo Farmers Market 6 8 8 San Luis Obispo Golf 7 19 19 San Luis Obispo Hotel 8 12 12 San Luis Obispo Hotels 9 7 7 San Luis Obispo Lodging 5 3 3 San Luis Obispo Map 2 2 2 Page 16 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: San Luis Obispo Motels 7 13 13 1st Page Result San Luis Obispo Museums 19 16 16 2nd Page Result San Luis Obispo Packages 11 33 33 3rd Page Result San Luis Obispo Restaurants 12 6 6 After 3rd Page San Luis Obispo Things to do 4 10 10 San Luis Obispo Vacation 8 17 17 San Luis Obispo Vacations 7 9 9 San Luis Obispo Weather 29 60 60 San Luis Obispo Wineries 10 10 10 San Miguel CA 4 8 8 San Simeon 8 14 14 San Simeon Activities 4 5 5 San Simeon Beaches 23 34 34 San Simeon CA 6 20 20 San Simeon California 6 7 7 San Simeon Dining 18 7 7 San Simeon Events 4 3 3 San Simeon Hotel 55 40 40 San Simeon Hotels 49 61 61 San Simeon Lodging 40 31 31 San Simeon Packages 14 96 96 San Simeon Restaurants 44 15 15 San Simeon RV Parks 83 101 101 San Simeon Things to do 8 23 23 San Simeon Vacation 9 37 37 San Simeon Vacation Rental 19 28 28 San Simeon Vacation Rentals 21 33 33 San Simeon Vacations 11 63 63 San Simeon Wineries 21 58 58 Santa Margarita CA 4 72 72 Page 17 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: Shandon CA 101 99 99 1st Page Result Templeton 75 83 83 2nd Page Result Templeton Activities 4 3 3 3rd Page Result Templeton CA 6 14 14 After 3rd Page Templeton California 7 17 17 Templeton Dining 37 41 41 Templeton Events 2 19 19 Templeton Hotel 101 101 101 Templeton Hotels 13 65 65 Templeton Lodging 10 22 22 Templeton Packages 101 101 101 Templeton Restaurants 26 65 65 Templeton RV Parks 32 101 101 Templeton Things to do 4 18 18 Templeton Vacation 26 74 74 Templeton Vacation Rental 30 65 65 Templeton Vacation Rentals 23 64 64 Templeton Vacations 49 84 84 Templeton Wineries 101 96 96 Things to do in Arroyo Grande 7 21 21 Things to do in Atascadero 13 32 32 Things to do in Avila Beach 10 18 18 Things to do in Cambria 12 71 71 Things to do in Cayucos 13 28 28 Things to do in Grover Beach 6 22 22 Things to do in Morro Bay 14 67 67 Things to do in Paso Robles 23 65 65 Things to do in Pismo Beach 6 45 45 Things to do in San Luis Obispo 4 7 7 Things to do in San Simeon 8 24 24 Page 18 of 19 Date: May 3, 2016 Client: Visit San Luis Obispo County Results Date: Average for April 2016 Keyword Google Bing Yahoo Legend Ranking Highlights: Things to do in Templeton 4 19 19 1st Page Result Travel Paso Robles 23 89 89 2nd Page Result Visit Arroyo Grande 3 3 3 3rd Page Result Visit Atascadero 2 3 3 After 3rd Page Visit Avila Beach 4 8 8 Visit California Central Coast 99 101 101 Visit Cambria 8 8 8 Visit Cayucos 5 9 9 Visit Grover Beach 3 5 5 Visit Morro Bay 4 7 7 Visit Paso Robles 18 16 16 Visit Pismo Beach 7 6 6 Visit San Simeon 5 3 3 Visit Templeton 1 1 1 Page 19 of 19