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HomeMy WebLinkAbout06-14-2017 PCC Minutes Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 1 Minutes PROMOTIONAL COORDINATING COMMITTEE Wednesday, June 14, 2017 Regular Meeting of the Promotional Coordinating Committee CALL TO ORDER A Regular Meeting of the Promotional Coordinating Committee was called to order on Wednesday, June 14, 2017 at 5:31 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Daniel Levi. ROLL CALL Present: Committee Members, Diana Cozzi, Zoya Dixon, Jill LeMieux (5:41), Sasha Palazzo, Vice-Chair Patricia Loosley and Chair Daniel Levi. Absent: Committee Member Matthew Wilkins Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian. PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Mike Holiday noted that he “Loves the PCC”. CONSENT AGENDA ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY COMMITTEE MEMBER DIXON, CARRIED (5-0) to approve the Consent Agenda items C1 to C9. C.1 Minutes of the Meeting on May 10, 2017 C.2 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid (GIA) Support Report C.5 Visitors Center Report C.6 SLO Happenings Promotions Report C.7 SLO Happenings Technology Report Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 2 C.8 TOT Report C9 Minutes of the Special Meeting on May 17, 2017 PRESENTATIONS 1. SLO Chamber of Commerce Monthly Report Chamber of Commerce representative Molly Kern, Director of Communications and Business Education, presented the public relations activities report for the past month. Highlights included San Luis Obispo named among the best small towns to visit in all 50 states by Thrillist, Outside Magazine named San Luis Obispo as a top small town, and coverage by the Travel and the Toronto Star. Public Comments: None. ---End of Public Comments--- BUSINESS ITEMS 1. 2017-18 SLO Happenings Program Proposals Contractors for SOLVE and GFL presented their updated 2017-18 proposals for the SLO Happenings program, based on the direction and work scope requests given by the committee during the May meeting, and further direction from the program task-force that was formed during the May meeting. The Committee expressed thanks to SOLVE for the work scope focus but also expressed concern regarding the proposed workload for entering events. The committee requested that SOLVE provide feedback in the future on the event entry workload. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE MEMBER COZZI, CARRIED (6-0) to approve the $ 30,000 budget and the scope of work as presented. Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 3 2. 2017-18 Contractor Work Scope and Agreement Terms The committee reviewed the 2017-18 draft contractor work scopes (Attachment A) for approval, contingent upon the City Council’s approval of the program budget. The contractors responded to questions from the Committee. Public Comments: None. ---End of Public Comments--- Committee Member Lemieux was recused during consideration of Chamber of Commerce services. ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE MEMBER LOOSLEY, CARRIED (5-0) to approve the Chamber of Commerce Visitors Information Services scope of work as presented. ACTION: MOTION BY COMMITTEE MEMBER DIXON, SECOND BY COMMITTEE MEMBER COZZI, CARRIED (5-0) to approve the Chamber of Commerce Public Relations scope of work as presented. ACTION: MOTION BY COMMITTEE MEMBER LOOSLEY, SECOND BY COMMITTEE MEMBER PALAZZO, CARRIED (5-0) to approve the Chamber of Commerce Marketing Support Services to the GIA Program scope of work as presented. ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE MEMBER LOOSLEY, CARRIED (6-0) to approve the GFL scope of work as presented. 3. 2016-17 Final Budget Review The Committee reviewed the year end program budget for 2016-17 and discussed possible uses for the remaining $ 3,600 in the General Contract Services line item, including; Tear-off downtown maps, coasters, and future strategic plan update costs. Public Comments: Dusty Colyer-Worth, Chamber of Commerce Visitor Center Manager, noted that the coasters are very popular at Cal Poly promotional events. ---End of Public Comments--- ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY COMMITTEE MEMBER DIXON, CARRIED (6-0) to dedicate $ 2,500 towards a Strategic Plan Review session, with the remainder going towards the purchase of additional coasters. Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 4 4. PCC Strategic Plan Review The committee reviewed their Strategic Plan timeline and year-one priorities, City of San Luis Obispo Promotional Coordinating Committee Strategic Plan Report – March 2017. The committee gave direction to staff for modifications to the timeline. Public Comments: None. ---End of Public Comments--- No action was taken on this item. PCC LIAISON REPORTS AND COMMUNICATION 1. Grants In Aid (GIA) Update No reports at this time. 2. TBID Board Report Tourism Manager Cano reviewed the May 10, 2017, TBID meeting minutes. 3. Tourism Program Update Tourism Manager Cano reviewed the following: - Due to the lack of quorum at the June 14, 2017 TBID meeting, the Special Events application and Informational Meeting will be delayed until July 5th. - Provided an update on the Highland/Santa Rosa, City entrance monument and the City Hall informational kiosk. - Reviewed the IPW International Tradeshow in Washington DC. - Noted the Central Coast Tourism Committee (CCTC) board election is on June 15th. - Announced the upcoming June 20th Visit California meeting. - Reviewed the AMGEN Tour of California race activities. - Upcoming Events: Roll out the Barrels, June 22-24, Cal Travel summit, June 26-30. - July 5th Program budget before City Council ADJOURNMENT The meeting was adjourned at 7:13 p.m. The next regular meeting of the Promotional Coordinating Committee is scheduled for Wednesday, July 12, 2017 at 5:30 p.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: 07/12/2017 ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 5 SCOPE OF WORK FOR VISITORS INFORMATION SERVICES The San Luis Obispo Chamber of Commerce shall provide and perform services to facilitate the welcoming and hospitality of visitors to San Luis Obispo, in a manner designed to promote the unique character, heritage and special attributes of the community and enhance the economic vitality of the City of San Luis Obispo. Such services shall include, but are not limited to: 1. Maintain a public office in a central location in Downtown San Luis Obispo for visitor information (the “Visitors Center”) that has regular hours that suits the needs of visitors. 2. Assist in implementing the City’s Tourism efforts, goals, and objectives. 2.1. Continue to maintain and improve upon strategic alliances including supporting partnership opportunities with Cal Poly Open House & Alumni relations, the Arts Community on special events, the City’s Parks and Recreation Department through special events and marketing opportunities and Grants-in Aid recipients and allow the use of the Visitors’ Center as an outlet for events and possible ticket sales. 3. Use the City of San Luis Obispo’s tourism logo and tourism URL in visitor information materials commissioned and paid for by the City of San Luis Obispo. 4. Provide visitor information that suits the needs of visitors to San Luis Obispo. 4.1. Provide high level of personal customer service to visitors with an adequate number of trained employees to handle the seasonal flow of visitors to the Visitors Center. 4.2. Respond to high volumes of information requests including telephone calls and emails. 4.3. Serve as a contact for information requests from potential visitors as well as an activity resources and a referral agency to the City’s lodging members. 4.4. Maintain an annual events calendar. 4.5. In the Visitors Center dispense City maps, hotel/motel directories, visitors’ guides, brochures, pamphlets, and general statistics about San Luis Obispo. 5. Provide written reports on activities monthly (by noon on the first Wednesday of the month) to the City of San Luis Obispo’s Administration Department to be included in the Promotional Coordinating Committee’ monthly meeting packets. At a minimum the reports shall include: 5.1. Summary of activities & achievements relating to work scope as outlined in Exhibit A 5.2. Number of visitors to the center for the month in comparison to historical data. 5.3. Number of events and activities promoted for the month and aggregated total. 5.4. Summary of monthly telephone and email information requests in comparison to historical data. 5.5. Type and quantity of any special materials distributed to groups. 5.6. Summary of partnerships with event organizations in the Visitors Center ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 6 6. Once a quarter, present the PCC with a detailed oral report highlighting achievements as compared to the work scope and elaborate on upcoming plans and events. 7. Once a year, upon request, provide a cost summary for the Visitors Center that details operational line-item expenditure for the previous calendar year. ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 7 PUBLIC RELATIONS WORK SCOPE Objectives 1. Build awareness to grow tourism, serving as the voice of San Luis Obispo 2. Promote San Luis Obispo as a regional trade, recreation and tourist center The scope of work for this agreement includes:  Proactively pitching story ideas on a monthly basis to national, regional and online media as well as travel and lifestyle bloggers  Writing press releases throughout the year and distributing through all channels utilizing an online media management tool  Hosting travel writers on individual trips throughout the year  Fulfilling all media requests that are received  Proactively tying in with Visit SLOCAL, CCTC and Visit California’s public relations efforts to enhance visibility  Access to image and video library for Chamber-executed public relations work  Promoting San Luis Obispo as the perfect destination for target audiences  Participation in and pitching of City coordinated special promotions  Increasing proactive outreach through up to three activations of: o Digital FAM trip (2-3 days, 3-5 writers) o Out-of-area promotional trips (possible opportunities include partnerships with strategic partners such as SLO Wine as well as sponsored events such as Bacon and Barrels). Lodging expenses would be covered by the city, similar to tradeshows.  Enhanced media presence for up to four significant TBID-supported events o Promoting the event in a way that ties the destination and event together o Meeting in-person, or by phone with events to sync messaging o Pitching and hosting event-specific writers o Working with event organizers to host select writers that are being brought to the area by the event. Writers will be vetted to make sure that their audience and tone are beneficial to SLO city tourism before being hosted.  Working in coordination with TBID marketing agencies to achieve comprehensive marketing plan and increase brand awareness across all platforms Reporting  Monitor outreach effectiveness by providing analysis based on media monitoring system established metrics.  Provide written reports on activities monthly (by noon on the first Wednesday of the month) to the City of San Luis Obispo’s Administration Department to be included in the TBID’s monthly board packets and the Promotional Coordinating Committee’ monthly meeting packets. ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 8 At a minimum the reports shall include: o Summary of activities & achievements relating to the work scope o Summary of media highlights/ coverage earned over the course of the month o Number and copies of press releases distributed o Listing of media outlets contacted and worked with over the course of the month o As needed include information specific to PR involvement in TBID-supported events and FAM trips and/or out-of-area promotional trips  Monthly present an oral report to the TBID Board & PCC highlighting monthly achievements as compared to the work scope.  Once a quarter, present an oral report to the TBID Board & PCC highlighting in detail the achievements of the quarter as compared to the work scope.  Annually, present an oral & written report to the TBID Board & PCC highlighting in detail the achievements of the year as compared to the work scope. ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 9 SCOPE OF WORK FOR MARKETING SUPPORT SERVICES TO GIA PROGRAM Objective: Secure ROI of the GIA investment by assisting the organizations in utilizing the funding to increase attendance and nurture collaboration. Goal: Increase awareness of the supported events to attract residences and visitors in order to maximize the event income to move toward self-sufficiency. 1. Manage a comprehensive marketing support program available to all Grants-in-Aid recipients to enhance event visibility and increase event attendance. The program will include support through:  Writing press releases and distributing to local, regional and national media outlets  Promoting events through social media channels  Including events in event calendars to local tourism-related businesses  Including events in upcoming event releases to local media outlets  Meeting in-person, or by phone with groups  Offering to sell tickets through the Visitor Center (at no charge)  Promoting events through the Visitor Center by display of event materials- brochures, posters, etc. 2. Prepare and distribute an easy-to-use, monthly local events one-pager to local hospitality partners that is consistent with the “look and feel” of the city’s messaging efforts 3. Provide written reports all support activities monthly (by noon on the first Wednesday of the month) to the City of San Luis Obispo’s Administration Department to be included in the PCC’s meeting packets. At a minimum the reports shall include:  Matrix of services fulfilled for each organization  List of issues encountered and current and future opportunities  List of media reached out to and copy of press releases sent  Copy of the monthly events calendar.  Summary on generated media coverage for events.  Maintenance of a digital clip book of articles garnered through media outreach.  Monitoring of ROI achieved from media outreach and reporting on, at minimum, ad value equivalency, overall impressions, and circulation figures. 4. Once a quarter, present the PCC with a detailed oral report highlighting achievements as compared to the work scope and elaborate on upcoming plans and events. 5. Annually, present an oral & written report to the PCC highlighting in detail the achievements of the year as compared to the work scope. ATTACHMENT A DRAFT CONTRACTOR WORK SCOPE Minutes – Promotional Coordinating Committee Meeting of June 14, 2017 Page 10 SCOPE OF WORK FOR GFL Development  Work with city staff and marketing vendor to design new methodology for displaying recurring events.  Implement new methodology in mobile app and web based entry system as needed.  Improve in‐app analytics Maintenance  Maintain app releases for iOS and Android marketplaces.  Update app as need to repair any bugs, apply necessary security updates Event Management System  Maintain web based event entry system on slohappenings.com  Perform updates as need to repair any bugs and apply necessary security updates  Maintain functionality between SLO Chamber, SLO Happenings App and Share SLO Calendar App & Use Reporting  Improve reporting system  Automate monthly and quarterly reports  Ensure marketing vendor has full access to information Contract Reporting  Once every three months or as needed, the contractor will provide an oral report to the PCC to discuss the progress, changes or suggestions for the app.