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Home My WebLink AboutPCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee Wednesday, September 13, 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 August 9, 2017 C.2 2017-18 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid Support Report C.5 Visitors Center Report C.6 SLO Happenings Promotions Report C.7 TOT Report PRESENTATIONS 1. CHAMBER MONTHLY REPORT 10 mins Representatives from the SLO Chamber will present the report for the public relations activities that occurred over the past month. BUSINESS ITEMS 1. STRATEGIC PLAN WORK – GIA PROGRAM EVALUATION 20 mins The committee will continue the review of the GIA program evaluation for the implementation of the strategic plan through the planning of an open forum to discuss event support. Additionally, the committee will begin to discuss GIA & Event Promotion support parameters a nd criteria. 2. STRATEGIC PLAN WORK – EVALUATION PROCESS 10 mins The committee will continue to discuss the evaluation process for the implementation of the strategic plan. The committee will finalize the review criteria. 3. STRATEGIC PLAN STATUS REVIEW 10 mins The committee will review the Strategic Plan document to check in on progress made and evaluate priorities and timeline. PCC LIAISON REPORTS & COMMUNICATION At this time Committee members make announcements, report on activities, refer to staff issues for study and report back to the Committee at a subsequent meeting. 1. GIA UPDATE – LIAISON REPORT 2. TBID BOARD REPORT – TBID Minutes August 9, 2017 3. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Liesel Kuehl, Tourism Coordinator, do hereby certify that on September 8, 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, August 9, 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, August 9, 2017 at 5:33 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Levi. ROLL CALL Present: Committee Members, Diana Cozzi, Zoya Dixon, Sasha Palazzo, Matthew Wilkins (5:40), Jill LeMieux, and Chair Daniel Levi Absent: Patricia Loosley Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian. PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Recording Secretary Christian presented a summary of the written public comment from Lea Brooks concerning the proposed bike lanes on Buckley Road, along with their relationship to the Avila Ranch project. CONSENT AGENDA ACTION: MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE MEMBER DIXON, CARRIED (5-0) to approve the Consent Agenda items C1 to C7. C.1 Minutes of the Meeting on July 12, 2017 C.2 2017-18 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 August 9, 2017 Page 2 C.7 Transit Occupancy Tax (TOT) Report PRESENTATIONS 1. Chamber Public Relations Year-End Report Chamber of Commerce representative Molly Kern, Director of Communications and Business Education, reviewed their Public Relations report for fiscal year 2017-18. Highlights discussed were the uber wine service that launched in SLO, and the digital- only media outreach launch for 2016-17 that included Snapchat, goop, Thrillist, and Lonely Planet. BUSINESS ITEMS 1. SLO Happenings Tactical Strategies & Plan Representatives from Solve presented the 2017-18 SLO Happenings work plan, proposed updates, data collection strategies, and summary timeline. The committee discussed time intensive event curation concerns and options for shifting funding from advertising to curation. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE MEMBER WILKINS, CARRIED (6-0) to transfer $600 from the app advertising budget to be used for event curation man-hours. ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECOND BY COMMITTEE MEMBER DIXON, CARRIED (6-0) to transfer up to $375 from the general contract services budget to fund creation of a video opener for the Apple App Store. DRAFT Minutes – Promotional Coordinating Committee Meeting of August 9, 2017 Page 3 2. 2017-18 Event Promotion Funding Recommendations The Events Promotion committee presented their funding recommendations for the 2017-18 Events Promotion sponsorship program. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER WILKINS, CARRIED (6-0) to approve funding for the Central Coast Growing Edible Education Symposium at $500. ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER DIXON, CARRIED (6-0) to approve funding for the City Farm Harvest Festival at $2,900. ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER WILKINS, CARRIED (6-0) to approve funding for Love SLO at $4,250. ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER DIXON, CARRIED (6-0) to approve funding for the New Year's Eve Celebration and Concert at $4,350. ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECOND BY COMMITTEE MEMBER DIXON, CARRIED (6-0) to approve funding for the Roll Out the Barrels Weekend at $4,000. ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER COZZI, CARRIED (6-0) to approve funding for the SLO Craft Beer Festival at $3,000. ACTION: MOTION BY VICE CHAIR LEMIEUX, SECOND BY COMMITTEE MEMBER PALAZZO, CARRIED (6-0) to approve funding for the Festival Mozaic's WinterMezzo at $5,000. ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE MEMBER WILKINS, CARRIED (6-0) to approve funding for “Oklahoma! A Citywide Arts Collaboration” and “The Civic Ballet of SLO Presents the Nutcracker”, each at $2,000. ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECOND BY COMMITTEE MEMBER PALAZZO, CARRIED (5-1) to approve funding for the 5th Annual 2017 SLO Jazz Festival at $3,000, with Committee Member Cozzi voting against the motion. ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECOND BY COMMITTEE MEMBER COZZI, CARRIED (6-0) to approve funding for the San Luis Obispo International Film Festival at $9,000. DRAFT Minutes – Promotional Coordinating Committee Meeting of August 9, 2017 Page 4 3. Strategic Plan Work – GIA Program Evaluation The committee discussed the details of the open forum proposed at the July PCC meeting. The “Purpose” statement was refined, the agenda was further developed, and the following initial timeline was developed: - Review and approval of survey questions at the September 11, 2017 PCC meeting. - Survey responses due September 22, 2017. - Tentative forum date - September. 27, 2017 @ 4:30 Public Comments: None ---End of Public Comments--- No action was taken on this item. 4. Strategic Plan Work – Evaluation Process The committee discussed the need to have a set of evaluation questions, with a focus on collectable data, that are used to evaluate all programs. 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 Tourism Manager Cano gave an update on the currently routing GIA contracts. 2. TBID Board Report Committee Member Wilkins reviewed the August 9, 2017, TBID meeting, specifically highlighting the new marketing campaign, “Be Here”. DRAFT Minutes – Promotional Coordinating Committee Meeting of August 9, 2017 Page 5 3. Tourism Program Update Tourism Manager Cano reviewed and provided updates on the following: - Event Sponsorships - Finalizing contractor contracts for 2017-18 - The City hosted a Redlands City tourism group - The City is working on hosting a City of Temecula tourism focused group - SLO Days partnership (Cal Poly new students and parents) - Central Coast Tourism Council (CCTC) grant funding update and upcoming FAM tour - Short term rental enforcement and compliance ADJOURNMENT The meeting was adjourned at 8:21 p.m. The next regular meeting of the Promotional Coordinating Committee is scheduled for Wednesday, September 13, 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 Community Promotions Budget 2017-18 Budget 2017-18 Amount Budget 404,688$ 2016-17 Encumbrances Returned Funds (GIA) Total Budget 404,688$ Expenditure Last Updated 9/8/2017 Expenditure Allocated Expended Available Balance Contractor Grants-in-Aid Funding 100,000$ 100,000$ -$ GIA Recipients Grants-in-Aid Promotional Support Contract 28,000$ 4,666$ 23,334$ Chamber of Commerce Event Promotion Funding 40,000$ -$ 40,000$ City Administration SLO Happenings Program - Technology 8,000$ 5,000$ 3,000$ GFL SLO Happenings Program - Promotion 30,000$ 5,000$ 25,000$ Solve General Contract Services 5,649$ 375$ 5,274$ Visitors Center 112,600$ 18,766$ 93,834$ Chamber of Commerce PR Contract 34,000$ 5,666$ 28,334.00$ Chamber of Commerce Downtown Maps 8,750$ Chamber of Commerce Support Cost 5,000$ 3,238$ 1,762$ City Administration Strategic Plan Update 2,500$ Regenerate Group - Encumbered from ED Administration 32,689$ 32,689$ -$ City Administration Total 404,688$ 175,400$ 220,538$ Report to City of SLO – TBID and PCC Public Relations Contract July 2017 Media/Community Relations 1. Began working on a press trip for Australian fitness influencer and TV personality Tim Robards. 2. Coordinated San Luis Obispo portion of a press trip for San Diego Blogger Ellis Beardsley. 3. Worked with CCTC partners to coordinate FAM for a group of Adventure Travel Trade Association writers. 4. Pitched Bike Night, the Sunset Drive-In, Bubblegum Alley, Architectural Graveyard, the SLO Skate Park, and the Serenity Swing to 805 Living Magazine for their piece on little known places in the area. 5. Pitched to following for inclusion in the Visit California’s round up of Emerging Trendy Destinations: a. Hoppy town USA - SLO Craft Beer b. Train travel is trending 6. Pitched San Luis Obispo for inclusion in the Visit California’s round up of Rising Art and Cultural Scenes. 7. Pitched the Children’s Museum, Bubblegum Alley, Farmers’ Market, Madonna Inn, and Hiking the Johnson Ranch to Mary Simms for her Huffington Post piece on Kid and Parent Approved End of Summer Fun. 8. Pitched a variety of family friendly activities to Travel Weekly writer who is considering a press trip coordinated by the CCTC. 9. Pitched to following for inclusion in the Visit California’s round up of What’s New this Winter: a. Vegetable Butcher b. La Esquina Taqueria c. 7Sisters Brewing Company 10. Wrote and distributed press release regarding fall events in San Luis Obispo. 11. Worked with Mindbody to coordinate pitches and Identify opportunities to work together when positioning San Luis Obispo as a health and wellness destination. 12. Continued working with Portia Smith to plan a press trip to San Luis Obispo from Seattle. 13. 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 July 2017 Media Placements 1. 15 under-the-radar road trips for when you need to get out of San Francisco Thrillist names San Luis Obispo one of the best road trips from San Francisco citing hiking, craft beer and ‘really good food.’ Unique Visitors Per Month: 11,537,716 https://www.thrillist.com/entertainment/san-francisco/best-weekend-getaways-road-trips- san-francisco 2. 10 Incredible Road Trips to Take With Your Family Parade Magazine included Hwy 1 between San Luis Obispo and Monterey in their round up of best family road trips in the US. Unique Visitors Per Month: 2,072,891 https://parade.com/590236/scott_steinberg/10-incredible-road-trips-to-take-with-your- family/ Report to City of SLO – TBID and PCC Public Relations Contract July 2017 3. 23 best north American honeymoon destinations A Practical Wedding features the PCH as one of their top honeymoon destination – complete with an Instagram worthy stop in San Luis Obispo at the Madonna Inn. Unique Visitors Per Month: 1,297,807 https://apracticalwedding.com/north-american-honeymoon-destinations/ 4. Hoppy times on the ultimate Central Coast brewery tour East Bay Times and Mercury News feature Hop On Beer Tours as the ideal way to get around the Central Coast’s booming craft beer scene with the majority of their time spent in San Luis Obispo. Unique Visitors Per Month: 21,390 http://www.eastbaytimes.com/2017/08/20/ultimate-central-coast-brewery-tours/ Unique Visitors Per Month: 8,945,461 http://www.mercurynews.com/2017/08/20/ultimate-central-coast-brewery-tours/ Report to City of SLO – TBID and PCC Public Relations Contract July 2017 5. 10 Train Trips That Cost $100 (or Less!) You Need to Take Your Family On MSN follows up the House Beautiful round up form earlier this year naming the Pacific Surfliner, with stops in San Diego and San Luis Obispo as one of the most beautiful and economical train trips for families. Unique Visitors Per Month: 10,034,408 http://www.msn.com/en-us/travel/tripideas/10-train-trips-that-cost-dollar100-or-less-you- need-to-take-your-family-on/ss-AAqfDSs#image=8 6. Tips on where to stop along the Pacific Coast Highway and the Shoreline Highway in California Australia based Traveller showcases a stop in San Luis Obispo in their comprehensive guide to the ‘best coastal road trip in the world. http://www.traveller.com.au/the-38-secrets-of-the-pacific-coast-highway-in-california-the- ultimate-guide-to-the-best-coastal-drive-in-the-world-gxydi7 Report to City of SLO – TBID and PCC Public Relations Contract July 2017 7. Thanks to a Direct Flight, This Breathtaking Wine Region is Within Easy Reach From Seattle Seattle Magazine recommends sticking to San Luis Obispo and Edna Valley on your first direct flight. They recommend staying that the SLO Brew Lofts and checking out Old San Luis BBQ as well as Sidecar Cocktail co after a day of wine tasting. Circulation/Audience: 58,984 Unique Visitors Per Month: 97,349 http://www.seattlemag.com/northwest-travel-and-outdoors/thanks-direct-flight- breathtaking-wine-region-within-easy-reach 8. 40 Of America’s Most Buzz-Worthy Coffee Shops The Venue Report includes Scout Coffee in its list of best coffee shops based on what they serve as well as the amazing space. Facebook: 260,000 Instagram: 89,000 Pinterest: 10,000 https://www.venuereport.com/roundups/40-of-americas-most-buzz-worthy-coffee-shops/ Report to City of SLO – TBID and PCC Public Relations Contract July 2017 9. Fun Things To Do San Luis Obispo, CA. Botanical Gardens Blogger Dear Creatives shares a few of her personal favorite things to do in San Luis Obispo – visit the botanical gardens and hike. Unique Visitors Per Month: 45,320 https://www.dearcreatives.com/travel-san-luis-obispo-botanical-gardens/ 10. 12 ultimate stops on Highway No. 1 Blogger Suitcase and Wanderlust takes readers with her along her HWY 1 road trip including a stop in San Luis Obispo for great food, art and hiking. http://www.suitcaseandwanderlust.com/12-ultimate-stops-on-highway-no-1/ Grants-in-Aid Marketing Support August 2017 Report Organization Event VC PR SM EC MTG ST PC Associated Quilt Guilds of the Central Coast (AQGCC)Seven Sisters Quilt Show X Cal Poly Corporation (for Cal Poly Arts) Cal Poly Arts "Masters of American Music" Series X X Canzona Women's Ensemble Canzona Women's Ensemble Concerts Central Coast Shakespeare Festival Shakespeare Under the Stars X X X Cuesta College Foundation Friends of the CPAC 7th Annual Gala Foundation for San Luis Obispo County Public Libraries Library Foundation Book & Author Series X History Revisited Central Coast Renaissance Festival X X Opera San Luis Obispo Madama Butterfly: A Citywide Arts Collaboration X X Orchestra Novo Labor Day Weekend Pops Concert X X X X Performing Arts Center, San Luis Obispo Family Day at the PAC San Luis Obispo Classical Academy An Evening of Story with Jim Wiess San Luis Obispo Little Theatre Introducing the San Luis Obispo Repertory Theatre X X X San Luis Obispo Railroad Museum Central Coast Railroad Festival and Elf Express X San Luis Obispo Soccer Club SLO Summer Classic - Girls Edition X San Luis Obispo Soccer Club SLO Junior's Classic San Luis Obispo Vocal Arts Ensemble 2017-2018 Season X SLO Downtown Association 42nd Annual Holiday Parade X SLO Downtown Association Santa's House (25th Anniversary)X SLO Downtown Association 22nd Annual Concerts in the Plaza X X The Monday Clubhouse Conservancy Becoming Julia Morgan United Way & Rotaract Flavors of SLO 2018 Black is current month, gray is past work 21 Total; 14 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 August 2017 Visitor Interaction August 2016 July 2017 August 2017 Walk-ins 5,936 6,780 5,804 Farmers’ Market* 2,000 2,000 2,000 Phone calls 514 542 526 Emails 302 403 439 *estimate without people counter Visitor Center Highlights • Continued Farmers’ Market booth for the season every Thursday. • Representation at Cal Poly during SLO Days orientation sessions. • Enjoyed helping every single visitor that came through our doors . Demographic Snapshot International travelers 624 Asia 2% Africa 0% Europe 36% Australia/New Zealand 11% United Kingdom 38% North America 10% South America 3% Domestic travelers (outside of CA.) 570 West 5% West Coast 33% East Coast 23% Southw est 16% Midw est 17% South 6% California travelers 1,402 Northern CA 27% Southern CA 26% Central Coast 40% Central Valley 6% Desert 1% Calendar of Events August 2017 September 2017 Events in calendar 194 217 SLO HAPPENINGS MARKETING - MONTHLY REPORT REPORT PERIOD: August 1 – 31, 2017 PROGRAM SUMMARY, SERVICES and RESULTS Services Delivered: Promotional Digital, Content and Social Marketing and Management Strategies, CMS/APP Management, Monitoring & Entry, Media Advertising Design, Planning and Execution, Content Design, Planning and Execution, App and Landing Page Design, and Video Production. Services Summary: Our Q1 efforts center on improving the robustness of the app by submitting a variety of new events to round out the categories and contacting event promoters to educate them about the app and expedite the entry process. As we find events that are not being entered by promoters, we are reaching out to remind them of the app and to provide the link for them to input their events as well as solicit any feedback about the experience for future developments. We will continue to regularly remind people to download/use the app. The social community engagement connects an additional information portal to those who are not yet aware of the app, for updates, and for those who simply rely on Facebook for their social interactions. Ads are paused for Q1. MEDIA / ADVERTISING APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ] • Number of App Downloads: 134 (+34 /+34%) • Number of Users: 1,870 (-54 / -2.8%) • Number of App Sessions: 3,291 (-76/ -2.3%) • Number of Submission Users: 106 (+16 / +17.8%) • Number of Submission Sessions: 253 (+19 / +8.1%) • Number of SLO Happening Splash Page clicks: 22,269 (+60) • Number of Add Event Page clicks: 223 (+5) • Number of Events Entered / Edited / Posted: 200 • Contest / Emails / Survey Entries n/a Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Spend Engagement / Awareness / Clicks to Website (Ads paused Q-1) - - - - - SOCIAL CHANNELS SOLVE manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline and digital app contests, connect and engage with the community users and event planners, optimize the media campaigns and deliver provide quick response monitoring -- incrementally growing all digital channels and user data. FACEBOOK July 2017 August 2017 +/- Likes 22,119 22,123 +4 Followers 21,702 21,707 +5 Video Views 3,900 958 -2,942 TWITTER July 2017 August 2017 +/- Tweets 1,460 1,481 +21 Following 2,824 2,842 +18 Followers 2,640 2,698 +58 INSTAGRAM July 2017 August 2017 +/- Posts 219 226 +7 Followers 3,550 3,568 +18 Following 2,170 2,181 +11 TOT Comparison2009‐102010‐11 2011‐122012‐13 2013‐142014‐15 2015‐162016‐172017‐18Change +/‐2016‐17 2017‐18Change +/‐2016‐172017-18Change +/‐2016‐172017-18Change +/‐July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 878,786$ 0.2% 84.7 71.9 0.5 175.36147.130.8 148.48105.791.3August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 82.6 155.11 128.09September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 74.8 152.37 114.03October414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 72.9 146.18 106.51November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 66.5 133.3 88.61December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 58.9 123.17 72.52January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 56.4 115.69 65.3February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 61.7 128.71 79.36March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 69.1 130.03 89.91April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 80.4 149.96 120.56May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 72 147.7 106.33June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 79 164.33 129.9Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 71.58143.49104.137,186,264$ *April TOT totals missing 2 homestays*May TOT totals missing 3 homestays *June TOT totals missing 2 homestays*July TOT totals missing 5 homestaysOccupancyADRRevPARFigures from Smith Travel Research report Annual PCC Program Evaluation Program: _______________________________________________________ Committee Member: _______________________________________________________ Evaluation Questions Yes (1) No (0) Is the program working favorably for the end user based on survey results? (will have to create survey questions specific for each program and poll users prior to annual review) If there is a contractor involved, are they performing at the expected level and are they good partners? -Do they communicate clearly and report impact/results in an understandable way? -Are they responsive to questions/requests? -Are they friendly/professional to work with? Is the program meeting the PCC’s mission and goals set forth when the program was started/renewed/contracted based on metrics or other information provided in end of year report? Is the program spending/using money within the appropriate areas of the program or is there a component we should reallocate to? Ex: Setup vs. Maintenance Costs or Ads vs. Content, etc. Does the program’s value warrant the current allocation of the overall PCC budget or does it need to be adjusted – up, down or eliminated? Additional Comments & Feedback: _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ 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 Organization Event(s)Event Dates 2017-18 Funding Amount Comments & Funding Requirements Liaison Assignment 1 San Luis Obispo Railroad Museum Central Coast Railroad Festival and Elf Express October 7-15, 2017; December 2, 2017 $5,000.00 2nd year of the sustainably track. Funding to be used toward the media plan as presented on the application. Dan 2 SLO Downtown Association 42nd Annual Holiday Parade December 1, 2017 $2,500.00 Funding to be used toward the media plan as presented on the application. Dan 3 SLO Downtown Association Santa's House (25th Anniversary!) Friday, November 24th - Sunday, December 24th 2017 $4,000.00 Anniversary year for the event. Funding to be used toward the media plan as presented on the application. Dan 4 SLO Downtown Association 22nd Annual Concerts in the Plaza Fridays, June 9th - September 8th, 2017 $2,500.00 Funding to be used toward the media plan as presented on the application. Dan 5 Orchestra Novo Labor Day Weekend Pops Concert September 3, 2017 $4,000.00 Funding to be used toward the media plan as presented on the application. Diana 6 San Luis Obispo Vocal Arts Ensemble 2017-2018 Season December 2017, April 2018, June 2018 $3,500.00 Starting sustainably track. Funding to be used toward the media plan as presented on the application. Committee Note: It was recognized by the committee that the event reduced ask on their own to adhere to the sustainability track. Thank you! Diana 7 Associated Quilt Guilds of the Central Coast (AQGCC)Seven Sisters Quilt Show June 23 & 24, 2018 $4,300.00 Starting sustainably track. Funding to be used toward the overall media plan as presented on the application. Jill 8 Cuesta College Foundation Friends of the CPAC 7th Annual Gala November 12, 2017 $5,000.00 Funding to be used toward the overall media plan as presented on the application. Committee Note: sold out event in 16/17, committee encourages the event to look for ways to expand participation. Jill 9 San Luis Obispo Classical Academy An Evening of Story with Jim Wiess January 12, 2018 $6,000.00 Funding to be used toward the media plan as presented on the application. Jill 10 History Revisited Central Coast Renaissance Festival July 15-16, 2017 $8,000.00 Funding to be used toward the media plan as presented on the application. Matt 13 San Luis Obispo Soccer Club SLO Summer Classic - Girls Edition August 4-6, 2017 $2,000.00 Funding to be used toward the media plan as presented on the application. Committee Note: Based on the similarity of the event and target outreach, the committee suggests combining the advertising for both Aug tournament. Grant funding should be used to promote both tournaments. Matt 14 San Luis Obispo Soccer Club SLO Junior's Classic April 6-8, 2018 $2,000.00 Funding to be used toward the media plan as presented on the application.Matt 15 Cal Poly Corporation (for Cal Poly Arts) Cal Poly Arts "Masters of American Music" Series (2017-2018) September 22, 2017; January 16, 2018; February 26, 2018; + 2 additional dates TBD $10,000.00 Funding to be used toward the media plan as presented on the application. Grant funding is to be divided to $2k per show. Sasha 16 Performing Arts Center, San Luis Obispo Family Day at the PAC April 14, 2018 $3,000.00 Funding to be used toward the media plan as presented on the application. Sasha 18 United Way & Rotaract Flavors of SLO 2018 May 5-6, 2018 $7,775.00 Anniversary year for the event. Funding to be used toward the media plan as presented on the application with the exception of the allocation for GoDaddy expenses and Thank You ad. Funding may not to be used for GoDaddy expenses and Thank You ad. Sasha 20 Central Coast Shakespeare Festival Shakespeare Under the Stars July 13, 2017 - August 6, 2017 $8,000.00 Funding to be used toward the media plan as presented on the application with the exception of the allocation for consultant services. Funding may not to be used for consultant services. Tish 21 Opera San Luis Obispo Madam Butterfly: A Citywide Arts Collaboration October 14-15, 2017 $4,000.00 2nd year of the sustainably track. Funding to be used toward the media plan as presented on the application. Tish 22 San Luis Obispo Little Theatre Introducing the San Luis Obispo Repertory Theatre July 1, 2017 - June 30, 2018 $7,000.00 Funding to be used toward the media plan as presented on the application. Tish 23 Canzona Women's Ensemble Canzona Women's Ensemble Concerts November 5, 2017, March 4, 2018 $3,925.00 Starting sustainably track. Funding to be used toward the media plan as presented on the application with the exception of the allocation for constant contact service. Funding may not to be used for constant contact service fee. Zoya 24 Foundation for San Luis Obispo County Public Libraries Library Foundation Book & Author Series (2017-2018) September 30, 2017; April 15, 2018; TBD $6,000.00 Funding to be used toward the media plan as presented on the application. Zoya 25 The Monday Clubhouse Conservancy Becoming Julia Morgan October 6-8, 2017 $1,500.00 Funding to be used toward the media plan ($1000) & programs only ($500). Zoya Total $100,000.00 $0.00 DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 9, 2017 Page 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, August 9, 2017 Tourism Business Improvement District Board CALL TO ORDER A Meeting of the Tourism Business Improvement District Board was called to order on Wednesday, August 9, 2017 at 10:02 a.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Vice Chair Patel. ROLL CALL Present: Board Members Pragna Patel-Mueller (10:29), Clint Pearce, Bruce Skidmore, LeBren Young-Harris, Vice Chair Nipool Patel, and Chair Matthew Wilkins (10:05) Absent: Board Member Kimberly Walker Staff: Tourism Manager Molly Cano, Tourism Coordinator Liesel Kuehl, and Recording Secretary Kevin Christian PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. OATH OF OFFICE Bruce Skidmore was sworn in. CONSENT AGENDA ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS, CARRIED 5-0, to approve the Consent Calendar Items C1 through C6. C1. Minutes of Special Meeting on Wednesday, July 12, 2017 C2. Smith Travel Report C3. Chamber Public Relations Report C4. BCA + Matchfire Marketing Report C5. Chamber Guest Services Report C6. Transit Occupancy Tax (TOT) Report DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 9, 2017 Page 2 PRESENTATIONS 1. Marketing Agency Monthly Report Representatives from BCA + MatchFire reviewed their monthly marketing activities. Highlights included new and updated pages to SanLuisObispoVacations.com, a review of the impact to site metrics from the previously added hotel pages, and their new “Pride in the Plaza” video. Public Comments: None. ---End of Public Comments--- No action was taken on this item 2. SLO Chamber of Commerce Year End Report Chamber of Commerce representative Molly Kern, Director of Communications and Business Education, reviewed their Public Relations report for fiscal year 2017-18. Highlights discussed were the uber wine service that launched in SLO, and the digital- only media outreach launch for 2016-17 that included Snapchat, goop, Thrillist, and Lonely Planet. Public Comments: None. ---End of Public Comments--- No action was taken on this item. DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 9, 2017 Page 3 BUSINESS ITEMS 1. Cal Poly Student Affairs Strategic Partnership Tourism Manager Cano reviewed the background of TBID involvement with the Cal Poly Student Affairs (Parents Programs), and the work to date in creating a Partnership Plan. It was reported that the proposed plan is for the establishment of a two-year strategic partnership agreement between the SLO TBID and the New Student in Transition Program (NSTP). The partnership request is for $20,000 in funding and would require exclusivity for the City of San Luis Obispo TBID hotel partners, as well as having events focused on off-peak weekends. Tessa Stevens-Espinoza, Director of Parent & Family Programs and Commencement for Cal Poly, reviewed the NSTP organization, and explained its relationship with Student Affairs and the student’s parents as the students mature. With her feedback, the Board discussed the uses for funding, as well as the possibility of NSTP partnering with individual local hotels outside of the proposed strategic partnership. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER PEARCE, CARRIED 6-0, to approve a $20,000 two-year partnership with Student Affairs, allowing flexibility for the New Student in Transition Program to have closed partnerships with San Luis Obispo City hotels. DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 9, 2017 Page 4 2. 2017-18 Event Promotion Funding Recommendations The Marketing Committee presented their funding recommendations for the 2017-18 Events Promotion sponsorship program. The Board discussed the value of the various events, with input from Tourism Manager Cano, representatives from BCA + MatchFire, and Chamber of Commerce representative Molly Kern. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER PEARCE, CARRIED 6-0, to approve funding the 5th Annual 2017 SLO Jazz Festival at $10,000, with no funding approved for the 2017 Fall Festival. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS, CARRIED 6-0, to approve funding the Central Coast Growing Edible Education Symposium at $500. ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD MEMBER PEARCE, CARRIED 6-0, to approve funding the Central Coast Hop Festival at $3000. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS, CARRIED 5-0-1, to approve funding the SLO Craft Beer Festival at $6000, with Board Member Pearce recused. ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY VICE CHAIR PATEL, CARRIED 6-0, to approve funding the Festival Mozaic's WinterMezzo at $5000. ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY VICE CHAIR PATEL, CARRIED 5-0-1, to approve funding the Mission Prep Christmas Classic at $30,000, with Board Member Harris recused. ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD MEMBER HARRIS, CARRIED 6-0, to approve funding the Roll Out the Barrels Weekend at $11,000. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS, CARRIED 5-0-1, to approve funding the SLO Marathon + Half at $15,000, with Board Member Pearce recused. ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER PEARCE, CARRIED 6-0, to move $3,500 to events funding from the contingency fund and fund the following events; US Trail Running Conference at $25,000, and San Luis Obispo International Film Festival at $15,000. DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 9, 2017 Page 5 3. Grass Volleyball Tournament Application Review Tourism Manager Cano reviewed the event and responded to Board questions. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER SKIDMORE, CARRIED 6-0, to fund the event at $5,000. 4. 2017-18 Marketing Campaign Representatives from BCA + Matchfire presented the Marketing Committee’s recommendation for the 2017-19 destination marketing campaign, highlighting changes proposed from the last plan, their “Be Here” campaign theme, and the challenge of differentiating San Luis Obispo City from San Luis Obispo County (SLO CAL) in marketing. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY VICE CHAIR PATEL, CARRIED 6-0, to approve the marketing campaign. 5. Board Member Committee Assignments (skipped) The Board directed staff to move this item to the September 13, 2017, meeting. DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 9, 2017 Page 6 6. 2016-17 TBID Annual Report Preparation The Board directed staff to follow the 2015-16 TBID annual report format in creating the 2016-17 report. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY VICE CHAIR PATEL, CARRIED 6-0, to prepare the 2016-17 TBID annual report for presentation to Council on October 17, 2017 TBID LIAISON REPORTS & COMMUNICATIONS No Liaison reports or Communications updates were provided at this meeting. ADJOURNMENT The meeting was adjourned at 12:11 a.m. The next Regular meeting of the Tourism Business Improvement District Board is scheduled for Wednesday, September 13, 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