HomeMy WebLinkAboutPCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, June 14, 2017
5:30 P.M.
City Hall – Council Hearing Room
The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the quality of
life available to all residents of and visitors to San Luis Obispo and (2) promote, in a manner consistent with
long-range community goals, the development of San Luis Obispo as a regional and tourist center.
CALL TO ORDER: Chair Daniel Levi
PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you may
address the Committee on items that are not on the agenda but are of interest to the public and within the subject
matter jurisdiction of the Promotional Coordinating Committee. The Committee may not discuss or take action
on issues that are not on the agenda other than to briefly respond to statements made or questions raised, or ask
staff to follow up on such issues.
CONSENT ITEMS
C.1 Minutes of the Meeting on May 10, 2017
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 SLO Happenings Technology Report
C.8 TOT Report
C.9 Minutes of the Special Meeting on May 17, 2017
PRESENTATIONS
1. SLO CHAMBER OF COMMERCE MONTHLY UPDATE 10 mins
Representatives from the SLO Chamber will present the report for the public relations activities that
occurred over the past month.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to three minutes of
public testimony.
1. 2017-18 SLO HAPPENINGS PROGRAM PROPOSALS UPDATES 30 mins
The contractors on record will present the updated 2017-18 proposals for the SLO Happenings program
based on the direction and work scope requests given by the committee during the May meeting and the
further discussion with the task force.
2. 2017-18 CONTRACTOR WORK SCOPES & AGREEMENTS TERMS 10 mins
The committee will review the 2017-18 contractor work scopes for approval, contingent upon the City
Council’s approval of the program budget.
3. 2016-17 FINAL BUDGET REVIEW 10 mins
The PCC will review the year end program budget for 2016-17 and discuss any final allocations.
4. PCC STRATEGIC PLAN REVIEW 10 mins
The committee will review the PCC Strategic Planning document for discussion and preparation of the
implementation in 2017-18.
PCC LIAISON REPORTS & COMMUNICATION
At this time, Committee members will make announcements, report on activities, refer to staff issues for study and
report back to the Committee at a subsequent meeting.
1. GIA UPDATE – LIAISON REPORT
2. TBID BOARD REPORT – TBID Minutes: May 10, 2017
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Liesel Kuehl, Tourism Coordinator, do hereby certify that on June 9, 2017 by 5:00 p.m., a
true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet access to agendas and
related material is available at www.slocity.org.
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, 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
Community Promotions Budget 2016-17
Budget 2016-17 Amount
Budget 403,609$
2015-16 Released Encumbrances 6,000$
Returned Funds (GIA)
Total Budget 409,609$
Expenditure Last Updated 6/2/2017
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ 100,000$ -$ GIA Recipients
Grants-in-Aid Promotional Support Contract 28,000$ 20,997$ Chamber of Commerce
Event Promotion Funding 40,000$ 40,000$ -$ City Administration
SLO Happenings Program - Technology 15,900$ 15,900$ GFL
SLO Happenings Program - Promotion 30,000$ 24,878$ FreshBuzz
General Contract Services 13,600$ 10,000$ 3,600$ Various: Strategic Plan; SLO Little Theatre
Visitors Center 103,000$ 77,247$ Chamber of Commerce
PR Contract 34,000$ 25,497$ Chamber of Commerce
Downtown Maps 8,500$ Chamber of Commerce
Support Cost 5,000$ 3,881$ City Administration
Administration 31,609$ 31,609$ City Administration
Total 409,609$ 350,009$ 3,600$
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
Grants- in-Aid Marketing Support May 2017 Report
Organization Event VC PR SM EC MTG ST PC
Almond Country Quilt Guild Seven Sisters Quilt Show X X X
Cal Poly Corporation (for Cal Poly Arts)Cal Poly Arts Broadway Series X X X X
California Poppy Foundation Holiday Beer Festival X X X X X
Canzona Women's Ensemble
Canzona Women's Ensemble
Concerts (Choral Music)X X X X
Central Coast Shakespeare Festival Shakespeare Under the Stars X X X
Cuesta College Foundation Friends of the CPAC 6th Annual Gala X X X X X
Ecologistics, Inc.Deep Green Convergence X
Festival Mozaic
Festival Mozaic Live Concert
Broadcast in Mission Plaza X X X X
Foundation for San Luis Obispo County
Public Libraries
Book and Author Series (Formerly
Literary Salon)X X X
History Center of San Luis Obispo County Friday Night at the Museum X X X X X
Opera San Luis Obispo
La boheme: A City-Wide Arts
Collaboration X X X X X
Orchestra Novo Oz with Orchestra X X X X X X
Performing Arts Center, San Luis Obispo BravoSLO (Family Day at the PAC)X X X X X
Saint Andrew Greek Orthodox Church An Evening in Greece X X X
San Luis Obispo Classical Academy An Evening with Garrison Keillor X X X X X
San Luis Obispo County Arts Council dba
ARTS Obispo
Children's Day in the Plaza with
Passport to the Arts X X X
San Luis Obispo Little Theatre
SLO Little Theatre 70th Anniversary
Season X X X X
San Luis Obispo Railroad Museum Central Coast Railroad Festival X X X X
San Luis Obispo Soccer Club SLO Summer Classic 2016 X
San Luis Obispo Vocal Arts Ensemble
Vocal Arts Ensemble 40th
Anniversary Year X X X X
SLO Downtown Association 41st Annual Holiday Parade X X X
SLO Downtown Association 21st Annual Concerts in the Plaza X X X
SLO Downtown Association Santa's House X X X
SLO Noor Foundation Compassionate Hearts of Noor X X X
Black is current month, gray is past work
24 Total; 24 served to date or in progress
VC- Dropped off materials for display in Visitor Center; brochures, posters, etc.
PR- Sent out Press Release
SM- Ran event through Social Media outlets
EC- Included in Event Calendar
MTG- Meet with Groups in person to offer public relations advice and support
ST- Sell Tickets for events through the Visitor Center
PC- In place of in person meeting, had phone call with group to discuss details.
Report to City of SLO – PCC
Visitor Services Contract
May 2017
Visitor Interaction
May
2016
April
2017
May
2017
Walk-ins 5,036 6,625 6,327
Farmers’ Market* n/a 750 n/a
Phone calls 356 387 362
Emails 224 455 388
*estimate without people counter
Visitor Center Highlights
• Added on a Farmers’ Market booth during Cal Poly Open House.
• Promoted SLO at Cal Poly Open House resource fair.
• Distributed GIA materials while making quarterly visits to area hotels.
• Enjoyed helping every single visitor that came through our doors
Demographic Snapshot
International travelers 605
Asia 2%
Africa 0%
Europe 40%
Australia/New Zeeland 6%
United Kingdom 39%
North America 11%
South America 2%
Domestic travelers
(outside of CA.)
522
West 6%
West Coast 31%
East Coast 22%
Southw est 13%
Midw est 22%
South 6%
California travelers 1,398
Northern CA 25%
Southern CA 24%
Central Coast 41%
Central Valley 8%
Desert 2%
Calendar of Events
May
2017
June
2017
Events in calendar 304 255
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD : May 1 – 31, 2017
PROGRAM SUMMARY, SERVICES and RESULTS
Services Delivered: Promotional Digital, Content and Social Marketing and Management Strategies, Media Advertising Design, Planning and
Execution, Content Design and Planning and Execution, App and Landing Page Design, and Video Production.
Services Summary: We increased our event curation efforts to maximize the content within the app. Our focus is on generating more events from
promoters and educating them to add their events well in advance for optimal exposure. We will continue to feature all l ocal happenings during this
busy summer season while regularly reminding people to download /use the app for a bigger selection. The contest and community engagement serves
as additional information portal to those who are not yet aware of the app or who had it at one point and haven’t used since the recent updates. The
new video ad remains in play and we will utili ze it as a tool for education of the features and ease of use. During this time when the committee ’s goals
are shifting, we are morphing our current plan into one that coincides with upcoming changes to scope. While users and sessions are up , we have seen
a dip in new d ownloads and this is attributed to market saturation given the tight SLO County targeting.
MEDIA / ADVERTISING
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
• Number of App Downloads: 100 (-469 / -17.5%)
• Number of Users: 1,762 (+158 / +9.9%)
• Number of App Sessions: 3,224 (+273/ +9.3%)
• Number of Submission Users: 95 (+1 / +1.1%)
• Number of Submission Sessions: 194 (+39 / +16.7.%)
• Number of SLO Happening Splash Page clicks: 21,708 (+202)
• Number of Add Event Page clicks: 212 (+5)
• Number of Curated Events Entered / Posted: 74
• Current Contest / Emails / Survey Entries 160
Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Spend
Engagement / Awareness / Clicks to Website 19,462 39,085 15,195 1.61% $301.46
SOCIAL CHANNELS
The SOLVE team manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline
and digital app contests, connect and engage with the community users and event planners, optimize the media campaigns and
deliver provide quick response monitoring -- incrementally growing all digital channels and user data.
FACEBOOK April 2017 May 2017 +/-
Likes 22,176 22,169 -8
TWITTER April 2017 May 2017 +/-
Tweets 1,386 1,426 +40
Following 2,729 2,831 +102
Followers 2,484 2,520 +36
INSTAGRAM April 2017 May 2017 +/-
Posts 208 213 +5
Followers 3,312 3,445 +133
Following 2,026 2,117 +91
3765 S. Higuera St. Suite 120
San Luis Obispo, CA 93401
SLO Happenings May Report
Events
Events : 237
Submissions : 76
From C hamber : 161
User Location
SLO County: 62%
San Francisco: 16%
Los Angeles: 13%
Other: 9%
Most Popular Events:
Flavor of SLO 506
California Festival of Beers 527
SLO Railroad Museum hosts Pomar Junction WineRail Excursion 505
Shabang 2017: Live Music &; Art Festival 0506
Sunday Funday @ Baileyana 521
Usage:
2017 2016
Users :1,762 1,955 ( 10.38% decrease)
Times Opened: 3,224 3,973 ( 20.81% decrease)
Avg. Session Length: 2:29 2:23 ( 4.10% increase)
TOT Comparison2009‐102010‐11 2011‐12 2012‐13 2013‐142014‐15 2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐July 508,195$ 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
SPECIAL MEETING Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 17, 2017
Special Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Regular Meeting of the Promotional Coordinating Committee was called to order on
Wednesday, May 17, 2017 at 5:34 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Vice Chair Patricia Loosley.
ROLL CALL
Present: Vice-Chair Patricia Loosley and Committee Members Diana Cozzi, Matthew Wilkins,
Jill LeMieux, Zoya Dixon, and Sasha Palazzo.
Absent: Chair Daniel Levi.
Staff: Tourism Manager Molly Cano.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Public comment from:
Vanessa Martinez, Downtown Association, spoke regarding Santa’s House, Holiday Parade,
Concerts in the Plaza
Tom Mitchell, SLO Railroad Museum, spoke regarding Central Coast Railroad Festival and Elf
Express
Vicki Carroll, The Monday Clubhouse Conservatory, spoke regarding Becoming Julie Morgan
event
Cozy Faber, SLO Classical Academy, spoke regarding An Evening of Story Telling with Jim
Wiess
Brian Asher Alhadeff, Opera San Luis Obispo, spoke regarding Madame Butterfly
Andrea Castillo and Chris Milfen, Performing Arts Center, spoke regarding Family Day
Patty Thayer, SLO Little Theatre, spoke regarding Introducing the San Luis Obispo Repertory
Theatre
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 17, 2017 Page 2
Leslie McKinley, United Way of SLO County, spoke regarding Flavors of SLO
Dave Kastner, Central Coast Shakespeare Festival, spoke regarding Summer Plays 2017
Susan Poteet, Foundation for San Luis Obispo County Public Libraries, spoke regarding Book
and Author Series
Denise Leader Stoeber, Cal Poly Arts, spoke regarding American Masters Series
Diane Marchetti, SLO Railroad Museum, spoke regarding Central Coast Railroad Festival and
Elf Express
BUSINESS ITEMS
1. GRANTS-IN-AID 2017-18 ALLOCATIONS
The committee presented the preliminary recommendation for the 2017-18 Grants-In-
Aid grant funding allocations. Vice-Chair Loosley introduced the item and noted that
the committee meet during our regular monthly meeting on May 10 and reviewed the
initial recommendations made by the GIA subcommittee. There were no proposed
changes made to recommended allocations. The committee commented and
acknowledged the work the applicants did to complete the applications.
Public Comments:
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER MATTHEW WILKINS, SECOND BY
COMMITTEE MEMBER JILL LEMIEUX, CARRIED (6-0) to recommend to City the approval
of the 2017-18 GIA awards as presented, excluding the Downtown Association’s grants for
Santa’s House, Concerts in the Plaza and the Holiday Parade.
ACTION: MOTION BY COMMITTEE MEMBER JILL LEMIEUX, SECOND BY
COMMITTEE MEMBER DIANA COZZI, CARRIED (5-0-1) to recommend to City Council
the approval of the 2017-18 GIA awards for the Downtown Association’s grant requests for 2017
Santa’s House, 2017 Concerts in the Plaza and the 2017 Holiday Parade. (Committee Member
Zoya Dixon was recused from voting on this item.)
ADJOURNMENT
The meeting was adjourned at 5:59 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, June 14, 2017 at 5:30 p.m., in the Council
Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2017
Thank you for selecting SOLVE to continue to serve the Promotional Coordinating
Committee, the SLO Happenings Promotional Program and The City of San Luis
Obispo for FY 2017-18
The following is our proposal for achieving the SLO Happenings marketing goals and
objectives. Our integrated promotional marketing and management plan includes a
dedicated comprehensive, multi-channel approach to generate awareness, increase
engagement and provide measurable results --while further defining the SLO
Happenings brand as the events app standard with the most comprehensive listings of
all events in the City of San Luis Obispo.
With best-practices marketing and advertising efforts fully in motion and creating
results for 2017-18 --we suggest expanding the marketing-focused execution to
include event, curation, app store optimization, user experience, feedback
communications, review acquisition and surveys/data collection.
We look forward to strategizing, developing, promoting, nurturing and magnifying a
focused, integrated and successful promotional marketing program that will continue
to lay the foundation for growth and success in 2017-2018 and beyond.
The overall guiding goal for this program is to position, curate and market
the SLO Happenings app as the go-to resource for all events and activities
in the City of San Luis Obispo.
In preparation for 2017-2018 planning, we ask the question…
“What would be the BEST plan of action that would leverage these
tools and impact the UPWARD growth in app downloads, usage, and
engagement?“
Our 2017-18 plan will answer that question and power the engine of
effective event curation, content marketing, user acquisition and
optimization efforts.
It is with our utmost gratitude and enthusiasm that we present our plan for
the coming fiscal year. The following presentation synopsizes our efforts
and recommendations to achieving the goals articulated by the SLO PCC.
SOLVE will provide the strategies and provide execution with best practices in promotional
marketing, advertising, optimization, content development, account and campaign
management, to include:
•Strategic Planning and Tactical Scope Development for FY 2017/2018
•App Management Services –Monitoring, Approvals & Support
•App Store Optimization -Design, Keyword, User Experience, Reviews
•App Events Management –Research, Curation and Entry
•Content Management –Events, Ticket Giveaways, Promotions, and Local Information
•Outreach Strategies –Connect with Promoters and Event Planners
•User Surveys Intelligence and Data Collection
•Promotional Marketing –Program Planning and Management
•Advertising and Promotion -Digital/Social and Traditional Media
•Data Analytics -App and Page Data Analytics Reporting
Like the City of San Luis Obispo, the mobile app market is
constantly expanding, and publishers (and their partner agencies)
need to continually assess and execute marketing strategies that
ensures that their app stands out as the go-to resource.
We believe this challenge requires a strategic pivot to continue the
upward trajectory of SLO Happenings app in an increasingly
noisy marketplace. The app updates planned for the first quarter
will upgrade the user experience and the increase in event
inventory will further interest in the app and invigorate user
sessions.
SLO Happenings is an amazing, engaging and highly functional
app and deserves a vast, loyal, and engaged audience.
The prime goal is to encourage users to download the app and use it over and over (and over) again.
Developing a compelling marketing strategy in a constantly changing and growing market requires utilizing
all the acronyms, metrics and mobile marketing avenues available. With key marketing and advertising
efforts in play and creating results, we will expanding the focus to include the following app
marketing strategies:
o App Management, Curation and Support –Adhering to the App Task Force’s decision, we will provide the
research and data for the required assessment of the app, and will manage support, approvals, and event
content for the app.
o App Store Optimization (ASO) -Evaluate, plan and execute best practices in App Store Optimization to include
Messaging/ Keywords, Categories, Screenshots Design, and Video to make the SLO Happenings app more
discoverable, engaging and useful to users.
o App User Acquisition (UA) –Evaluate, plan and execute best practices in user acquisition,
communications/feedback and response optimization --leveraging of industry standard in-App and Email
Response Tools (e.g. HelpShift). These effort are in addition to our standard social promotion, marketing and
advertising services.
o App Reviews –Evaluate, plan and execute best practices optimization of reviews including the app plugin and
timing, unique messaging, user experience and feedback/response optimization.
o App Surveys / Data Collection –Evaluate, plan and execute user surveys and collection via social and email
channels for data intelligence.
PLAN:
o SLO Happenings CMS Event Review, Approvals, Interfacing and Image Optimization
o Research / Posting minimum 70 events per month direct to app (depending on actual
events available in SLO City)
o Event Promoter Outbound Promotion, Communications and Support
ACTIONS:
o Provide CMS event review and approvals on regular and timely basis
o Audit App entries for errors, location, and photo issues
o Interface directly with the user in the event of incomplete post, image optimization (as
required).
o “Featured Events” management: working with Molly –choose and post a featured event
o Discover “Unique events” throughout San Luis Obispo
o Post 70 events on the App per calendar month. Note: First quarter will have additional
resources and up to 200 events added per month during the busy summer event season.
o Produce and distribute: “App Marketing Tips for Promoting your Event”
PLAN:
o Direct outreach to Event Managers and Promoters
o Develop and launch social ads and posts targeting event promoters and page admins
o Curate and post events from local online and news calendars for cross-promotion.
o Share Tips for Event Promoters
o Connect with GIA recipients for cross-promotion via newsfeed contesting (e.g. SLO Little Theatre
#TicketTuesday)
o Reach out and leverage the social communities and influencers of the event promoters to
encourage downloads
ACTIONS:
o Outreach to Vendors and Promoters via social and direct messaging
o Distribute via email/fb messenger the SLO Happenings info sheet, “Tips for Marketing
your Event”
o Focused advertising to event promoters
o Identify and cultivate other active social brands in San Luis Obispo (ie: Concerts in the
Plaza) and share content for additional exposure
It is imperative to create an excellent experience on the app store’s mobile preview page.
Once the user finds the app, the on-page creative and messaging needs to swiftly engage
and convince a user to download. Optimizing search and creative will impact both the CTR
and downloads.
PLAN:
o Enhanced Store Images and Video: First impressions matter. The use of video
and screenshot images have an enormous impact on discovery. Showcasing what
the SLO Happenings app has to offer and the new features can be enhanced
beyond a simple screenshot, and illustrated through featured images with overlaid
text that incorporates catchy, digestible content.
o Categorize SLO Happenings for Discoverability: In addition to keywords
optimization, we would review the primary and secondary categories on both
device stores for best search results. This strategy will take into account where we
be most competitive as well as where we can organically attract the most relevant
users.
o Leverage Organic Reviews and Positive Feedback:Potential users often rely on
app ratings and reviews to decide whether to try the app and repeated use. We
would take actions to encourage maximum reviews acquisition, monitoring and
timely feedback response for a maximum user experience.
ACTIONS:
o APP STORE METADATA –Sections of the App store that will be
reviewed, assessed and optimized as required are:
•Application Title (50-80 chars)
•Keyword Phrases for Search Queries (100 chars)
•App Description
o APP STORE CATEGORIES –Review, audit, and optimize each
app store’s app categories.
o APP SCREENSHOTS and VIDEO –Update and optimize the app
preview page with informative and compelling screenshots that
list the main features and functionality. App preview videos and
screenshots take up over half of the screen space on the app
preview page.
o DATA TESTING –We will continually assess and test app usage
data vs. app store optimization.
WHAT IS USER ACQUISION (UA)?
User Acquisition (UA) is the overall process of acquiring new users for a app. Reaching and engaging potential users, and convincing
them to download your app is imperative for long-term success. When we build an app store presence that people can’t ignore, the
next step is to draw users to the app. That’s where UA tactics come into play. Various cadences of outreach, media, optimization and
data monitoring are all part of today’s UA toolkit.
PLAN:
Paid:
o Social Ads –Desktop, Mobile, Video
Owned:
o Content and Contest Marketing
o Social Media Curation and Posts –Branded and Unbranded
o ASO on App Store Pages
Earned:
o Public Relations (SLO Chamber)
o Word-of-Mouth / Influencer Marketing
o Social and App Reviews
ACTIONS:
o Implement Targeted Focused Advertising
o Cross-Promotion of Channels and Local Events
o Event Promoter Outreach
o Influencer Outreach
APP REVIEWS MANAGEMENT: IMPACTING VISIBILITY
The opinions of other users certainly plays a major role in people’s decisions, whether
the opinions are about restaurants, plumbers, or apps. With respect to apps, reviews
affect how visible the app will be in store search results and how likely they will be
featured on the app store. This strategy is essential for app growth and viability.
PLAN:
o Evaluate, research, plan and implement best practices in the use of review
plugin, unique messaging, user experience and pop-up timing optimization
o Track the rankings and reviews to see how users respond to app, as well
as new updates and features. Additional opportunity is to mine this
feedback for insights
o Provide monitoring, responsive customer service and in-app support and
feedback (leverage in app tool e.g. HelpShift)
o To improve the likelihood of receiving a positive reviews, we will request
feedback when a user is having a great moment with the app
ACTIONS:
o Review the GFL App Review plugin
•Evaluate the design
•Evaluate the review pop-up timing and placement
•Evaluate the messaging
•Plan the responses
o Evaluate iOS and Google Play plugins that provide a direct in-app and/or email access
•Our Suggestion: Integrate Helpshift into the app to communicate directly with the
users through a live two-way instant messaging window. Helpshift is used by a
number of accredited startups and companies. The product’s services include in-app
FAQs and support. Users can message SOLVE team directly for help, which can
increase engagement and boost user satisfaction.
•Cost: Free for one user and under 10,000 monthly active users (MAU).
o Request Reviews
•We will continue to request for app store reviews on social content posts and
engagement. Will consider outbound email with further assessment
o Monitoring and Response
•We will provide close monitoring and provide excellent responsive and sincere
customer service and timely review response.
Survey data can be tracked over time and integrated with marketing efforts and data from various sources, including
social media. Leveraging surveys to collect this information can give valuable insights into areas such as target markets,
app feedback, user responsiveness and loyalty, understanding buying habits and brand awareness (to name just a few).
PLAN:
o Evaluate, plan and execute user surveys and collection via social and email channels for data intelligence
o Determine survey goals and formulate targeted questions regarding app usage and/or other datapoints(s)
o Promote the survey via varied platforms: social channels, and survey programs (e.g. SurveyMonkey or Google Forms)
o Provide reporting on data collection and assessment
ACTIONS:
o Implement Survey via social channels and opt-in emails
o Collect, assess, and review results
o Report on findings
o Recommend actions to mitigate results
SOCIAL CHANNEL BRANDING, DEVELOPMENT & MANAGEMENT
o Provide expert-level management and best practices design and content and events curation on
SLO Happening’s social platforms -driving traffic to the app and landing pages.
o Develop and post SLO Happenings-branded creative and messaging. Conduct relevant updates
as required (upload links, photos, brand images and videos) on the social channels.
o Conduct regular updated (upload links, photos, brand images and videos) on approved social
channels.
CONTENT CURATION
o Curate and syndicate relevant social content including posts, links, photos and videos with hashtags
and other social tagging.
o Connect with the SLO community with enticing, interesting and relevant content and images.
Showcase trending topics that fuel engagement.
o Connect to SLO promoters, GIA and non-GIA event planners, partners and influential channels,
fans, and followers by consistently leveraging local and regional relationships, cross-posting, and
tagging.
o Maintain regular communications with SLO City/PCC for assets, promotions, content updates and
reports on upcoming events Recommend actionable best practices to best leverage and amplify on
all social channels.
o Working together, we will provide key social media design adjustments to best leverage and
amplify all social channels.
ACTIONS PER CHANNEL:
FACEBOOK:
Focus: Continued growth, CTR and engagement
Design: Refresh of cover image and profile icon
Post 3-5x per week -images, videos, 360 videos, CTAs, events and other content
Monitoring and Response: daily
Provide information on current events and things to do
Provide links to events and links to download app
Add Promoter Events to SLO Happenings Page events
Curate and post images and videos of events
TWITTER:
Focus: Engagement, Increase Followers & Retweets
Design: Refresh background, cover image and profile icon
Post 4-6x per week -images, videos, 360 videos, CTAs, events and other content
Monitoring and Response: daily
Conduct outreach to increase followers –users, vendors and promoters
Follow influencers, new locals/businesses and organizations
Tweet content related to SLO
Retweet content from partners, ShareSLO, and other city businesses and destinations
Follow Twitter influencers in the area and engage with RTs and DM
INSTAGRAM:
Focus: Growth and engagement of followers, increase image library
Design: Refresh of profile icon
Post 1-2x per week -images, videos, 360 videos, CTAs, events and other content
Monitoring and Response: daily
Follow influencers, new locals/businesses and organizations
PLAN:
o We will continue our integrated and SLO-targeted ad campaigns on approved social channels to reinforce the promotional
marketing efforts, channel engagement, and app downloads. We will leverage the low PPC cost of digital advertising
(Facebook and Instagram, desktop and mobile) utilizing the vast targeting options which effectively market the app to our
target SLO audience
o The combination of the promotional video and immersive, virtual 360°content with advertising support is the most effective
strategy in achieving great CTR results with minimal cost
ACTIONS:
o Targeted Social Ads to Local Event Promoters
o Utilize App Video for Advertising
o Adjust Budget and Schedule for best ROI
2017-18 ADVERTISING CAMPAIGN SCHEDULE (SUGGESTED)
Q-1 -07/01/17 –09/30/17: AD CAMPAIGN PAUSED (reallocate $900 budget to Event Curation)
Q-2 -10/01/17 –12/31/17: AD CAMPAIGN ACTIVE
Q-3 -01/01/18 –03/31/18: AD CAMPAIGN ACTIVE
Q-4 -04/01/18 –06/30/18: AD CAMPAIGN ACTIVE
There are key benchmarks that will reflect the success of this marketing plan over the 12-month period and help us to adjust
tactics and pivot as necessary. Below is our approach to the data collection and representation of the program.
DELIVERABLES & PRESENTATIONS TO BE PROVIDED
o Submittal of a monthly activity report
o Quarterly in-person presentation of activities
o Annual in-person presentation of activities
By providing an insightful look into the success of our marketing efforts, SOLVE will track, review and analyze the program
marketing tactics, campaigns and paid ad programs. Our dedicated team can quickly adapt to market changes and the ever-
evolving world of online marketing and social media.
The following analytics tracking and reporting services are a key part of this proposal:
o Insights to track demographics, reach, engagement, sharing, referring sites, top posts, impressions and level of
participation
o Work with GFL on new features and app updates
o Provide comprehensive reports with social insights and analysis of activity, insights and stats
WE WILL PROVIDE REPORTING & METRICS AS FOLLOWS:
o Number of App Sessions
o Number of Active Users
o Number of App Downloads / New Users
o Number of App Page Views
o Number of Submission Sessions
o Number of Submission Users
o Number of Splash Page Link Clicks
o Number of Add Event Page Link Clicks
o Number of Curated Events Entered
o Number of Contest Entries / Emails Collected
o Survey Data and Results
o Engagement / Awareness / Clicks to Website
o Social Media (Organic) Insights and Data
o Social Advertising Insights and Data
…and other data per request.
Q-1-JULY –SEPT
•Prepare and present Promotional ‘17-18 timeline (TBD after SLO Council approvals)
•Discover / Enter 200 events per month (depending on numbers and discoverability)
•Implement survey and data collection
•Implement ASO enhancements and optimization
•Holiday outreach to Promoters (start early!)
Q-2 -OCT -DEC
•Ad campaign resumed with additional focus > event promoters
•Reinvigorate existing user base (outreach, ads, targeted messaging)
•Discover / enter approximately 70 Events per month
Q-3 –JAN -MAR
•Outreach to past event promoters with tip sheet
•Reminder to Promoters enter events early for best results
•Discover / enter approximately 70 events per month
Q-4 –APRIL -JUNE
•Summer events outreach
•Discover / enter approximately 70 events per month
•Evaluation of annual results and app metrics
ONGOING SERVICES
o App Management Services –Monitoring, Approvals & Support
o App Store Optimization -Design, Keyword, User Experience,
Reviews
o App Events Management –Research, Curation and Entry
o Content Management –Social, Video, Events, Ticket
Giveaways, Promotions, and Local Information
o Outreach Strategies –Connect with Promoters and Event Planners
o User Surveys and Data Collection
o Account Management / Data and Reporting
Below is our recommended budget allocation for planning, account management, app management/curation,
advertising services and other deliverables as outlined above.
•Strategic Marketing, Planning and Tactical Scope $2,500 fee waived
•Agency Account Management / Supervision and Reports Execution $4,800 ($400/mo.)
•Promotional Marketing and Management $14,400 ($1,200/mo.)
Includes: Management, Media Planning/Advertising, Social and Ad Content Creation, App Store Optimization, User Acquisition and Reviews, Surveys and Data
•Creative and Content Branded Design and Execution $1,200 ($100/mo.)
Includes:Branded Posts,Advertising,Design/Development of Holiday,and up to 6 Branded Timeline Contests
•Media Budget –Facebook and Instagram (9 months)$2,700 ($300 /mo.)
Note:Ads paused Q1 (07/1 –9/30/17 with funds ($900)reallocated to Q1 App Management and Curation
•CMS / Application Monitoring and Support $3,600 ($300 /mo.)
•Event Curation and Entry (Minimum 70 events/mo. First quarter up to 200 events/mo.)$3,300 ($500/mo. Q1)
($200/mo. Q2,3,4)
TOTAL:$30,000
THANK YOU!
Strategic Planning Report
City of San Luis Obispo Promotional Coordinating Committee—January- March 2017
Facilitated by Regenerate Group: BethMarie Ward, CTF
Contents
Workshop Review Pages
ToP® Participatory Strategic Planning .......................... p. 2
Strategic Plan Summary ............................................... p. 3
3 Year Practical Vision ...............................................p. 4-6
Current Reality (underlying contradictions) ................... p. 7
2 Year Strategic Directions ........................................... p. 8
Focused Implementation Pages
Priorities ....................................................................... p. 9
First Year Accomplishments .................................. p. 10-11
First Year Calendar and Responsibilities .............. p. 10-11
90-Day Implementation Steps | Blank Worksheet ....... p. 12
Appendix Pages
Recommendations for Keeping the Plan on Track .. p.13-14
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 2 of 14
TECHNOLOGY OF PARTICIPATION® | Participatory Strategic Planning Process
Overarching Question for the Entire Process: How can the Promotional Coordinating Committee, (PCC), be better positioned to improve and
develop projects to support the community independently and in collaboration with the Tourism Improvement Business District, (TBID), and serve as an
effective advisory body to City Council?
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Page 3 of 14
Prepared by BethMarie Ward, CTF Regenerate Group
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan
PRACTICAL VISION
What we want to see in place
in the next 3 years…
Strengthened External Relations:
1. Established City Partnerships
2. Enhanced Community Engagement
3. Increased Awareness and Support of PCC
Enhanced, Relevant Programming and
Content:
4. New, Vibrant Projects
5. Effective GIA Program
6. Program Evaluation
CURRENT REALITY
What does our current reality look like in terms
of our strengths and weaknesses to achieve our
practical vision…
We examined our internal strengths and
weaknesses, external opportunities and
threats, and the benefits and dangers of
success. The Current Reality allows us to
examine the current status so that we can
strategically leverage our strengths and
overcome our blocks that may get in the way.
STRATEGIC DIRECTIONS
What will deal with underlying contradictions
and move us towards our vision…
1. Updating and maintaining current
projects.
2. Creating and establishing new projects
that are innovative and relevant to our
community.
3. Improving internal operations and
processes more efficiently.
KEEPING THE PLAN ON TRACK
Recommend planning retreat in January 2018 to review and update the
plan and set 2018-2019 strategic directions and focused implementation
IMPLEMENTATION
What are our priority actions for the first year?
1. Establishing evaluation guidelines
2. Communications plan
3. Review GIA Program
4. Survey local business community
5. SLO Happenings review
6. Identify new partnerships
7. PCC member skillset criteria and succession plan
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 4 of 14
PRACTICAL VISION | Definition and Summary
The Practical Vision workshop asks the question:
What do we want to see in place the next 2-3 years
as a result of our efforts?
The vision of an organization is held in part by all its stakeholders. This workshop seeks to bring representatives together to create their shared picture of
the future. The practical vision is the responsive statement of hope within the given environment. It provides a sense of the destination of the effort. It
tells us where we are going, what the accomplishments, outcomes, changes and results are that we are seeking by our efforts.
Our vision is to continuously strengthen external relationships and enhance programming that is relevant to the needs of our community highlighting our
unique regional economy and natural resources.
The PCC conducted a survey to grant/funding recipients, strategic partners, city staff/council members, past PCC members and other advisory body
members. Over 100 surveys were sent out with 34 responses, most whom were GIA recipients. The responses were mainly feedback about the GIA
program experience and ways that the program might be improved. There was a 98% positive response regarding programming and staffing. A more
targeted business survey for finding ways to collaborate with our business community is set in our priorities in the first year to more actively engage
businesses with the promotion of the City of San Luis Obispo.
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 5 of 14
3 YEAR PRACTICAL VISION
City of San Luis Obispo Promotional Coordinating Committee Practical Vision Workshop, February 4, 2017
“What do we want to see in place in the next two to three years as a result of our actions?”
Strengthened External Relations: Enhanced, Relevant Programming & Content:
Established City
Partnerships
Enhanced
Community
Engagement
Increased
Awareness &
Support of PCC
New, Vibrant
Projects
Effective GIA
Program
Program
Evaluation
Support public art
i.e.- cows/painted
boxes
Identify
partnerships for
beautification
projects
Partnerships with
Community
Foundation, Art
Obispo/Cultural
orgs, City-Park &
Rec, etc.
Bridge between
the community &
visitors
Map/list promo of
current public
features (public
art, temp displays,
walking tours
Community
academy? Learn
about where you
live
Support Plaza and
Cultural Center
downtown
Neighborhood
support
Identify other
ways to better the
community (not
just events)
PCC members
engaged in $ ask
Council
Educate
community of
what PCC does
(scope)
Community
informed of PCC
accomplishments
Locals are aware
that we exist
Stop saying PCC-
make people say
it: Promotional
Coordinating
Committee!
More funding
Council & staff
buy in of the PCC
vision
More
events/activities
that benefit all
residents!
Service
businesses we
haven’t been
Projects that the
committee is
passionate about
Visitors &
Residents: Free
Wi-Fi downtown
Support evening
events- next
anchor attraction
(local & visitor
friendly)
Vibrant tourist
destination
Best way to fund
marketing
services for GIA
Workshops to
support GIA
applicants with
other agencies
Effective help to
non-profits
Understand &
evaluate the way
we handle PR
Next generation
SLO Happenings-
not just an app.
This data was created in response to the above focus question by members of the City of SLO PCC. The center columns are the areas where the most consensus was reached by the most
data produced by the group. The facilitated process utilized was a ToP® Practical Vision Consensus Workshop, a method of the Institute of Cultural Affairs. Facilitator: BethMarie Ward, CTF,
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 6 of 14
VICTORY!
Images of success!
How will we know our plan is successful?
What will be in place in on year? What will
people be saying? What will be happening
because of our actions?
✓ Communication & clear understanding
✓ PCC made a greater difference in the community
✓ Commitment and follow through in our work
✓ PCC knows what they are doing
✓ We’re feeding into the economy
-----------------------------------------------------------------
➢ New category of programs
➢ New appreciation of people
➢ City Pride
➢ San Luis seen as innovative city
➢ Flawless implementation and collaboration
➢ GIA bigger budget
➢ GIA support for recipients
➢ PCC and community partnerships=strong
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 7 of 14
CURRENT REALITY
Internal Strengths
Committee members responsive to collaboration
Diverse viewpoints
City support
Fiscally responsible
Various networking contributions
Thought, deliberate decision making
Molly
Commitment
Internal Weaknesses
Limited budget
City’s budget might soften
Satisfaction funding granted
Possible decreased enthusiasm for existing projects
Lack of ability to pursue projects with less resources
Limited communication with elected
Additional staff support decrease
City capacity/limitation
Committee member turnover = less history
External Opportunities
New relationship with City Council
New relationships with businesses
New events
Informed about new businesses in town for new
opportunities
New programs
Regional Business: Wine/Beer/Spirits
External Threats
Lack of City Council funding/support
Rebellion of established non-profits that might not like
changes
Competition with media and other organizations
Too much success encouraging tourism: local vs. tourists
City limitation
Benefits of Success
Positive city image
Well- rounded cultural offerings
Increased city departmental collaboration
Larger contribution to economic development
More opportunities for business/community engagement
Increased budgets
Internal & external satisfaction
Dangers of Success
Upset non-profits
Setting the bar higher might make it harder to maintain
quality
More funding, less programming quality
More responsibility for PCC and staff
More expectations and visibility requires more time
commitments
Prepared by BethMarie Ward, CTF Regenerate Group
Page 8 of 14
ty of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
➢ Analyze/ review SLO Happenings App projects
➢ Develop and improve marketing plan for GIA events
➢ Create and expand promotions throughout SLO County cities
➢ Survey local businesses to collaborate with them
➢ Identify new community service project in partnership with another city department
➢ Provide support for Downtown Master Plan
➢ Create new, innovative category
➢ Identify possible partnerships and categorize purpose
➢ Establish more effective evaluation method for current programming &contracts
➢ Determine skill set needed for new PCC members & recruit
➢ Develop a communication plan
➢ Prioritize and set budget for long term goals
Action removes the doubt that theory and analysis cannot solve. In signing up to work on a ‘strategic direction’ and scheduling
actions and accomplishments, commitment and realism are brought into the planning efforts. The journey of implementation is
mapped out and steps are decided which will begin the realization of our vision.
This data was generated on February 19, 2017 by the City of SLO PCC Session #3—Strategic Directions and Focused Implementation Workshop facilitated
by BethMarie Ward, Regenerate Group. Data is synthesized by top 7 priorities for Fiscal Year 2017-2018 and color coded by three strategic directions:
1) Updating and Maintaining Current Projects 2) Creating and Establishing New Projects 3) Improving Internal Operations
Ci Strategic Directions focus question: What innovative, substantial actions will deal with our Current Reality and
move us toward our vision?
towards…Improving
Internal Operations
towards…Updating
and maintaining
current projects
towards...Creating and
establishing new
projects
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Page 9 of 14
Prepared by BethMarie Ward, CTF Regenerate Group
FOCUSED IMPLEMENTATION | Priorities | July 2017- August 2018
Focus Question: “What will our specific, measurable accomplishments be for our first year?” We generated Specific, Measurable, Actions, Results
Oriented and Timebound.
This prioritization data was set in the Focused Implementation Workshop on February 19, 2017.
SLO Happenings Review
October
Review GIA Program-
July &
Communications Plan-
July Establish
evaluation
guidelines- July Survey Local Business Community-
August
PCC member skillset
criteria and succession
plan November
Identify new
partnerships January
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 10 of 14
SLO PCC – Timeline—Year One Priorities
Strategic Direction
Project by Priority
Victory July-Sept
2017
Oct-Dec
2017
Jan-Mar
2018
April-June
2018
Resources Needed
Current Projects/
Review GIA
Make
improvements
GIA Support
Launch July
Review existing survey
results
Review current program
components/ application
process
Identify needed
changes
Council
approval
if needed
Implement
changes
PCC
Molly
External Support
Survey data
Budget
Internal/ Evaluation
Process
PCC knows what
they’re doing
Committee has a
clear
understanding
Launch July
Identify who/what we
need to evaluate— July
(PCC)
Create criteria for
evaluation- July (PCC)
Create tool to use for
evaluation- August
(Molly)
Implement
evaluation
Oct(quarter)
(PCC)
Review
program
evaluation
(quarter)
Nov.
(PCC)
Molly
Committee
Internal/
Communication Plan
Communication
Clear
understanding
Follow Through
Launch July
Define the purpose of
the plan- July (PCC)
Form a taskforce to
draft Communication
Plan- July (PCC)
Define who the
Present draft
plan- Oct.
(Taskforce)
Approve &
implement-
Nov. (PCC)
Taskforce & time
Molly
PCC
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 11 of 14
message needs to go
to- July- PCC
Identify what we need to
communicate- July
(PCC)
Write the draft plan
Aug-Sept. (Taskforce)
Current Projects/SLO
Happenings Review
PCC made
difference in the
community
Launch Oct.
Assess current
program based
on needs and
goals
Identify
program
changes
Develop RFP
Complete, release
RFP
Identify contractor
Committee
Molly
Task Force
New Projects/
Survey Local
Businesses &
Community
Feeding into the
economy
PCC made
difference in the
community
Launch Nov.
Develop survey
Develop
stakeholder
database
Release survey
Collect results
Analyze results Survey
Molly
Committee
Stakeholder
New
Projects/Identify
New Partnerships
Communication
and clear
understanding
Launch April
Use survey results
for discussion and
prioritization for
2019
Molly
Committee
Survey results
Internal/ PCC
Member Skillset
Criteria and
Succession Plan
PCC knows what
we are doing
Launch Nov.
Evaluate current
description
Identify areas
for
opportunities
and updates
Committee
participation
and
recruitment
Chair/Vice
Chair
participation
interview/selec
tion
Develop
onboarding
plan
Onboarding
committee
members
Molly
Committee
Council liaisons
Clerk’s office
New members
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 12 of 14
FOCUSED IMPLEMENTATION | 90-Day Implementation Steps | Blank Worksheet
STRATEGIC DIRECTION ACCOMPLISHMENT/ ACTION
INTENT: (ARTICULATE ONCE MORE...WHY ARE WE DOING THIS?) START DATE END DATE
IMPLEMENTATION STEPS (HOW)
1.
2.
3.
4.
5.
WHO WHEN WHERE
COORDINATOR COLLABORATORS/ PARTNERS EVALUATION MEASURES BUDGET NEXT MEETING DATE
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 13 of 14
Recommendations for Keeping the Plan on Track
Strategic planning bears the most fruit when seen as both a planning retreat or event and a continuous process in which the plan is regularly reviewed, evaluated and
refined. The following Quarterly Evaluation flow will be crucial in keeping the City of San Luis Obispo Promotional Coordinating Committee plan “on track” for monitoring
and evaluation purposes.
Quarterly Evaluation and Refinement Sessions:
Check into affirm accomplishments, acknowledge struggles, capture learnings, make adjustments, build anticipation, and establish commitment for the next
quarter.
The face-to-face nature of this event is very important. Memos, emails, and other forms of communication do not allow for adequate team building and
consensus building.
These Quarterly Evaluation events work best if everyone who is involved in the implementation attends. At minimum, those responsible for the
accomplishments should attend quarterly evaluation and refinement sessions
Invisible benefits often include strengthening the organization’s learning process and allows for system-wide adjustment to unforeseen influences that must be
considered.
Annual Planning:
The 4th Quarter evaluation is the time to do a new 12-month plan.
Review the whole year
Develop plan for the next year
Celebrate, celebrate, celebrate!
Proposed Planning Rhythm:
Objectives: Assess accomplishments, plan for the next period; affirm and re-energize individuals and teams
Product/Outcome: Clear tasks and roles for the next period
Quarterly Planning Event Agenda:
Review Vision, Obstacles, Strategic Directions
Evaluation of 90-Day Plans – accomplishments? What didn’t getdone,
blocks, learning, implications
Plan for the next 90 Days – Measurable accomplishments on quarterly
timeline, 90-day action plan for each accomplishment
Annual Planning Event Agenda
Review Vision, Obstacles, Strategic Directions
Evaluation of 90-Day Plans – accomplishments? What didn’t getdone,
blocks, learning, implications
Development of measurable accomplishments for next 12 monthson
quarterly calendar
Plan for next 90 Days (first quarter, new year)
City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report, March 2017
Prepared by BethMarie Ward, CTF Regenerate Group
Page 14 of 14
The Facilitator
Thank you for this opportunity to work with you all and congratulations on your plan!
Kind regards,
-BethMarie Ward, Regenerate Group
Please contact us at:
BethMarie Ward, MA, CTF
Regenerate Group
www.regenerategroup.com
bmw@regenerategroup.com
612-210-5657
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