HomeMy WebLinkAboutAug 9, 2017 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, August 9, 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 July 12, 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 PUBLIC RELATIONS YEAR-END REPORT 15 mins
Representatives from the SLO Chamber will present the 2016-17 year-end report for the Public Relations
contract with the PCC.
BUSINESS ITEMS
1. SLO HAPPENINGS TACTICAL STRATEGIES & PLAN 15 mins
Solve will present the 2017-18 SLO Happenings work plan and initial tactics for the committee’s review
and approval.
2. 2017-18 EVENT PROMOTION FUNDING RECOMMENDATIONS 15 mins
The Events Promotion committee will present the funding recommendations for the 2017-18 Events
Promotion sponsorship program.
3. 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 by discussing the development of an open forum to discuss event support.
4. STRATEGIC PLAN WORK – EVALUATION PROCESS 20 mins
The committee will continue to discuss the evaluation process for the implementation of the strategic plan.
The committee will discuss and develop review criteria.
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 July 12, 2017
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Liesel Kuehl, Tourism Coordinator, do hereby certify that on August 4, 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, July 12, 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, July 12, 2017 at 5:33 p.m. in the Council Hearing Room, located at 990 Palm Street,
San Luis Obispo, California, by Committee Member Patricia Loosley.
ROLL CALL
Present: Committee Members, Diana Cozzi, Zoya Dixon, Patricia Loosley, Sasha Palazzo,
Matthew Wilkins (5:44), Vice-Chair Jill LeMieux, and Chair Daniel Levi (5:35).
Absent: None
Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Mike Holiday of GFL Systems remarked that he loves the PCC.
CONSENT AGENDA
ACTION: MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER PALAZZO, CARRIED (5-0) to approve the Consent Agenda items C1 to C9.
C.1 Minutes of the Meeting on June 14, 2017
C.2 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid (GIA) Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 SLO Happenings Technology Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of July 12, 2017 Page 2
C.8 Transit Occupancy Tax (TOT) Report
C9 2016-17 Community Promotions Budget Report
PRESENTATIONS
1. SLO Happenings Technology Year End Report
GFL Technology representative Mike Holiday presented the 2016-17 year-end report
for the SLO Happenings Technology contract. A review of the app updates, push
notifications, and events notifications made during Fiscal Year 2016-17 was presented.
2. SLO Happenings Promotion Year End Report
SOLVE representatives presented the past quarter and the 2016-17 year-end report for
the SLO Happenings Promotion contract. It was stressed that outreach to promoters is
key to obtaining event listings. As discussed in the past, there is still a push to obtain
positive reviews of the app which impacts download rates. A review of metrics for
videos, social media, promotional impact, and the app, was presented, along with a
listing of contest successes.
3. SLO Chamber of Commerce Monthly Report
Dusty Colyer-Worth, Chamber of Commerce Visitor Center Manager, reviewed the
guest promotions activities for fiscal year 2016-17. Highlights included a review of
visitor traffic, noting a spike in European visitors.
Public Comments:
None.
---End of Public Comments---
BUSINESS ITEMS
1. GIA Liaison Assignments
The Committee reviewed the 2017-18 recipient list and assigned committee liaisons.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Promotional Coordinating Committee Meeting of July 12, 2017 Page 3
2. Strategic Plan Work – Grants In Aid (GIA) Program Evaluation
Tourism Manager Cano reviewed the background of the Strategic Plan creation
process. The committee discussed the need to add value to the mandatory meeting, and
to create a forum for event applicants to provide input on the sustainable funding
allocation process.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
3. Strategic Plan Work – Evaluation Process
The committee discussed creating an event impact report that shows the social impact
as well as the economic impact of their programs. It was also noted that there is a need
to understand/differentiate the Public Relations impact of the PCC program from TBID
programs. The next step is to develop the evaluation criteria for 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
No reports at this time.
2. TBID Board Report
Committee Member Wilkins reviewed the July 12, 2017, TBID meeting, specifically
highlighting the “SLO Welcomes” initiative.
DRAFT Minutes – Promotional Coordinating Committee Meeting of July 12, 2017 Page 4
3. Tourism Program Update
Tourism Manager Cano reviewed the following:
- The City Council approved the PCC work program and the GIA grants at their July
5, 2017 meeting.
- The Special Events Application is currently open, and closes on July 21st.
- SLO Days (New Student in Transition Program) is beginning. Ten sessions are
planned for the summer.
- Noted that she has been appointed for an additional year as Board President of the
CCTC (Central Coast Tourism Council), and that the 2017-18 funding grant has
been approved.
- Reviewed the CalTravel Summit meeting of June 27-29th
- Announced that the Special Events sub-committee meets July 31st and August 1st.
ADJOURNMENT
The meeting was adjourned at 8:00 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, August 9, 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 2,500$
Returned Funds (GIA)
Total Budget 407,188$
Expenditure Last Updated 8/2/2017
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ 100,000$ GIA Recipients
Grants-in-Aid Promotional Support Contract 28,000$ Chamber of Commerce
Event Promotion Funding 40,000$ 40,000$ City Administration
SLO Happenings Program - Technology 8,000$ GFL
SLO Happenings Program - Promotion 30,000$ Solve
General Contract Services 5,649$ 5,649$
Visitors Center 112,600$ Chamber of Commerce
PR Contract 34,000$ Chamber of Commerce
Downtown Maps 8,750$ Chamber of Commerce
Support Cost 5,000$ 5,000$ City Administration
Strategic Plan Update 2,500$ Regenerate Group
Administration 32,689$ 32,689$ City Administration
Total 407,188$ 132,689$ 50,649$
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2017
Media/Community Relations
1. Worked with Visit SLO Cal to develop a Cal Poly viticulture pitch for the LA Times.
2. Sent press release regarding San Luis Obispo being named the town with the Best
Blend of Sunshine, Food, and Beaches by Outside Magazine.
3. Pitched Bubblegum Alley, the Serenity Swing, Sunset Drive-In, Bike Night and the
Architecture Graveyard for including in the CCTC’s round up of hidden gems of
California's Central Coast.
4. Began working with locally based blogger The Charming Olive to identify opportunities
to share San Luis Obispo with her readers as a travel destination.
5. Worked with Mindbody to coordinate pitches and Identify opportunities to work together
when positioning San Luis Obispo as a health and wellness destination.
6. Continued working with Portia Smith to plan a press trip to San Luis Obispo from
Seattle.
7. 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. Forget Napa Book a Trip to California’s Central Coast Right Now
Bloomberg | Pursuits, article lauds the advantages of visiting San Luis Obispo and the
Central Coast saying “SLO has become one of California’s great, unsung culinary
destinations.” The Atlanta Journal-Constitution Online and more than ten other online
publications picked up the story.
Circulation/Audience: 375,000
Unique Visitors Per Month: 43,730,621
https://www.bloomberg.com/news/articles/2017-07-17/forget-napa-book-a-trip-to-
california-s-central-coast-right-now
Unique Visitors Per Month: 11,850,394
http://www.myajc.com/travel/forget-napa-book-trip-california-central-coast-right-
now/wC4V4gVOnEbJIoKstntlWK/
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2017
2. The Ultimate Guide To Doing San Luis Obispo Right
Thrillist covers the best places to stay, eat, drink and play in their coverage of San Luis
Obispo.
Unique Visitors Per Month: 11,537,716
https://www.thrillist.com/lifestyle/san-francisco/things-to-do-in-san-luis-obispo-ca
3. Eight California Central Coast Dining Destinations Worth the Drive
Eater: Los Angeles highlights SLO Provisions and SLO Donut Company in their round
up of restaurants worth the drive from LA.
Unique Visitors Per Month: 898,877
https://la.eater.com/2017/6/27/15878818/central-california-coast-driving-destination-
restaurants
4. 17 Weird and Wacky hotels across America
CNN | Travel highlights the Madonna Inn in their round up of the most unique hotels.
Unique Visitors Per Month: 29,788,453
http://us.cnn.com/travel/article/united-states-wacky-hotels/index.html
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2017
5. 5 Destinations in San Luis Obispo
Wine Enthusiast outlines the best things for wine lovers to do in SLO Wine Country
including a stop in the city for culture, cheese and great beer.
Circulation/Audience: 178,648
Unique Visitors Per Month: 468,356
http://www.winemag.com/listicle/5-destinations-in-san-luis-obispo/
6. You Can See This Gorgeous Stretch of Pacific Coast by Train for Under $100
Town and Country is the latest lifestyle magazine to highlight the advantages of taking
the train from San Diego to San Luis Obispo.
Unique Visitors Per Month: 1,717,182
http://www.townandcountrymag.com/leisure/travel-guide/a10317281/pacific-coast-train-
ride/
7. SLO Wine Country
Phoenix Magazine shares a first person account of the perfect trip to San Luis Obispo
and how to wine taste you way through the Edna Valley.
Circulation/Audience: 70,648
Unique Visitors Per Month: 44,971
http://www.phoenixmag.com/travel/slo-wine-country.html
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2017
8. 51 Places That Are So Drop Dead Gorgeous You'd Think They're Part Of A Movie
Set
BuzzFeed round up features photos of the Madonna Inn.
Unique Visitors Per Month: 17,634,375
https://www.buzzfeed.com/delaneystrunk/53-real-life-places-that-look-like-sets-from-a-
wes-anderson?utm_term=.hmMJp5vYM#.iqeE0ax5X
9. San Luis Obispo International Film Festival 2017: It’s Quaint at First Glance, but
SLO Has A Lot Going On
Max Winstein, who was hosted by the city during his stay for the SLO Film Fest, writes
“…my feeling about the town upon arrival was that things were almost too quiet. Yet,
L.A.-bound on closing night, I left convinced that this hushed, indie-friendly spot not only
had a lot to offer, but a lot to say.’ The article appeared in MovieMaker Magazine and
online.
Circulation/Audience: 54,000
Unique Visitors Per Month: 145,732
https://www.moviemaker.com/archives/festivals/san-luis-obispo-international-film-
festival-2017/
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2017
10. Postcard Ponderings: Motels -- A uniquely American experience
Antique Trader writes about the history of Motels and the story of the Motel Inn in San
Luis Obispo.
Physical circulation/Audience: 9,444
http://www.antiquetrader.com/antiques/collectibles/motels-uniquely-american-
experience/
Auction Central News
https://www.liveauctioneers.com/news/columns-and-international/postcards-of-the-
past/postcards-motels-became-uniquely-american-experience/
11. Travel: California Diaries - Road Trip San Luis Obispo to San Francisco
Dutch blogger The Styling Dutchman chronicles her trip from San Luis Obispo to San
Francisco.
http://stylingdutchman.blogspot.pt/2017/07/travel-california-diaries-roadtrip-san.html
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2017
12. 101 South: San Luis Obispo, Bubblegum Alley, Mission San Luis Obispo de
Tolosa and SLO Brew
Freelance writer and blogger Carole Terwilliger Meyers shares her trip to San Luis
Obispo through a series of posts on her blog, Weekend Adventures.
https://weekendadventuresupdate.blogspot.com/2017/07/101-south-san-luis-obispo-
bubblegum.html
https://weekendadventuresupdate.blogspot.com/2017/07/101-south-san-luis-obispo-
mission-san.html
https://weekendadventuresupdate.blogspot.com/2017/07/101-south-san-luis-obispo-slo-
brew.html
Grants-in-Aid Marketing Support July 2017 Report
Organization Event VC PR SM EC MTG ST PC
Associated Quilt Guilds of the Central Coast
(AQGCC)Seven Sisters Quilt Show
Cal Poly Corporation (for Cal Poly Arts)
Cal Poly Arts "Masters of American
Music" Series 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
History Revisited Central Coast Renaissance Festival X X
Opera San Luis Obispo
Madama Butterfly: A Citywide Arts
Collaboration
Orchestra Novo Labor Day Weekend Pops Concert
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
San Luis Obispo Railroad Museum
Central Coast Railroad Festival and Elf
Express
San Luis Obispo Soccer Club SLO Summer Classic - Girls Edition
San Luis Obispo Soccer Club SLO Junior's Classic
San Luis Obispo Vocal Arts Ensemble 2017-2018 Season
SLO Downtown Association 42nd Annual Holiday Parade
SLO Downtown Association Santa's House (25th Anniversary)
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; 5 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
July 2017
Visitor Interaction
July
2016
June
2017
July
2017
Walk-ins 6,807 6,718 6,780
Farmers’ Market* 2,000 2,500 2,000
Phone calls 568 445 542
Emails 276 422 403
*estimate without people counter
Visitor Center Highlights
• Continued Farmers’ Market booth for the season every Thursday.
• Participated with a Visitor Center booth at Pride in the Plaza .
• Representation at Cal Poly during SLO Days orientation sessions.
• Enjoyed helping every single visitor that came through our doors .
Demographic Snapshot
International travelers 670
Asia 1%
Africa 0%
Europe 39%
Australia/New Zealand 10%
United Kingdom 39%
North America 9%
South America 2%
Domestic travelers
(outside of CA.)
602
West 6%
West Coast 34%
East Coast 25%
Southw est 14%
Midw est 19%
South 2%
California travelers 1,613
Northern CA 25%
Southern CA 26%
Central Coast 41%
Central Valley 7%
Desert 1%
Calendar of Events
July
2017
August
2017
Events in calendar 287 163
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: July 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 are primarily focused on improving the robustness of the app by submitting a variety of new events to round out
the categories. As we find events that are not being entered by promoters, we are reaching out to remind them of the app and to provide the link for
them to input their events. We will continue to feature all local happenings during this busy summer season while regularly reminding people to
download/use the app for the mobile experience. The community engagement connects an additional information portal to those who are not yet
aware of the app or who had it at one point and haven’t used since the recent updates. We are looking forward to executing the approved
strategies for FY 2017-18. Ads are paused for Q1.
MEDIA / ADVERTISING
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
• Number of App Downloads: 100 (-41 -29.1%)
• Number of Users: 1,924 (+125 / +6.9%)
• Number of App Sessions: 3,367 (+143/ +4.4%)
• Number of Submission Users: 90 (+8 / +9.76%)
• Number of Submission Sessions: 234 (+53 / +29.3%)
• Number of SLO Happening Splash Page clicks: 22,209(+85)
• Number of Add Event Page clicks: 218(+3)
• Number of Curated Events Entered / Posted: 200
• Contest / Emails / Survey Entries n/a
Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Spend
Engagement / Awareness / Clicks to Website All Ads are paused Q-1 $0
SOCIAL CHANNELS
SOLVE manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline and digital
app contests, connect and engage with the community users and event planners, optimize the media campaigns and deliver provide
quick response monitoring -- incrementally growing all digital channels and user data.
FACEBOOK June 2017 July 2017 +/-
Likes 22,141 22,119 +22
Video Views 1,600 3,900 +2,300
TWITTER June 2017 July 2017 +/-
Tweets 1,447 1,476 +29
Following 2,811 2,824 +13
Followers 2,541 2,640 +99
INSTAGRAM June 2017 July 2017 +/-
Posts 216 223 +7
Followers 3,507 3,550 +43
Following 2,141 2,181 +40
TOT Comparison2009‐102010‐11 2011‐12 2012‐13 2013‐142014‐15 2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐2015‐162016‐17 Change +/‐July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 3.9% 88.3 84.7‐4.1 160.52$ 175.36 9.2 141.66$ 148.48 4.8August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ ‐1.2% 84.8 82.6‐2.6 151.23$ 155.11 2.6 128.23$ 128.09‐0.1September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 1.1% 78 74.8‐4.1 140.93$ 152.37 8.1 109.94$ 114.03 3.7October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ ‐2.2% 78 72.9‐6.6 142.17$ 146.18 2.8 110.87$ 106.51‐3.9November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 6.2% 65.1 66.5 2.1 128.84$ 133.3 3.5 83.85$ 88.61 5.7December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 1.2% 59.7 58.9‐1.3 118.86$ 123.17 3.6 70.92$ 72.52 2.3January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 2.4% 55.2 56.4 2.2 118.85$ 115.69‐2.7 65.62$ 65.30$ ‐0.5February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ ‐5.8% 66.2 61.7‐6.8 129.14$ 128.71‐0.5 85.53$ 79.36‐7.3March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ ‐1.7% 72.3 69.1‐4.3 131.95$ 130.03‐1.5 95.34$ 89.91‐5.7April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 16.3% 72.5 80.4 10.9 145.67$ 149.96 2.9 105.62$ 120.56 14.1May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 7.9% 70.7 72 1.8 145.58$ 147.7 1.5 102.92$ 106.33 3.3June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 763,738$ 4.5% 78.9 79 0.2 $160.81 164.33 2.2 126.92$ 129.9 2.3Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,356,299$ 2.8%72.4871.58‐1.2 139.55$ 143.492.8 102.29$ 104.131.87,186,264$ *April TOT totals missing 2 homestays*May TOT totals missing 3 homestays *June TOT totals missing 11 homestaysOccupancy ADR RevPARFigures from Smith Travel Research report
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 tactical road map 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.
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.
SOLVE will provide the strategies, planning and execution 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
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 and tactics:
o App Management and Curation -Execute cms/app management, monitoring, curation and user support
o Brand Messaging and Tagline Updates -We suggest the use of a refresh involving the brand tagline (and possible
hashtag) –as a way to refreshingly re-introduce the app into the SLO community of users, former and soon-to-be users
o Community Outreach -Direct outreach and app support to Event Managers and Promoters
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. AppFollow, 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 and posting events and activities directly to the app
o Event promoter outreach, 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 Post 70 events on the App per calendar month, with up to 200 events being added per
month during Q-1 (depending on actual events available in SLO City)
o Editing Promoter-added events that are require content edits or image adjustment
o Update and distribute on-demand/as needed: “App Marketing Tips for Promoting your
Event”
o Direct email outreach to Event Promoters, including distribution of the how-to doc (teach
them how to fish)
PLAN: We suggest a new brand refresh involving the app splash page, social branding, tagline
(with possible additional hashtag) –as a way to refreshingly re-introduce the app into the SLO
community of users, former and soon-to-be users.
ACTION:
o Continue with the app splash screen for continuity in branding the app and the City of
SLO. Below is an example of an iconic SLO City image. To support the acquisition of new
image, we will submit specs to Molly for BCA to research .
Our plan is to optimize the store search and creative experience on the app store’s mobile
preview page. Once the user finds the app, the on-page creative and messaging will swiftly
engage and convince the user to download.
o APP STORE METADATA –Sections of the App store that will be
reviewed, assessed and optimized as required are:
•Application Title (30-50 chars, use keywords)
•Keyword Phrases for Search Queries
•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.
GOOGLE PLAY STORE APPLE STORE
Descriptive metadata content on both App stores will be optimized as follows:
o Application Title (APPLE: 30 chars, GOOGLE: 50 -use Keywords) –“SLO HAPPENINGS –Events Calendar”
o Application Subtitle (APPLE: 30 chars, GOOGLE: 30 -use Keywords) “Activities in the City of San Luis Obispo”
o Keyword / Phrases for Search Queries events, activities, slo, slo happenings, san luis obispo, san louis, san luis
(and more)
o Categories –CURRENT: Travel, Entertainment NEW: Lifestyle, Entertainment
o Application Description –CURRENT:There is always something happening in the City of San Luis Obispo and our
app puts it all in the palm of your hand. Check out "Happenings This Week" for what's coming up or view the map
to see events near you. Select a category to view event details and save your favorite events for easy reference.
New features include advanced filtering and push notifications for an enhanced user experience. Download now to
see the latest SLO Happenings.
o Application Description –NEW:Find out what is happening in San Luis Obispo with the SLO Happenings app!
“Happenings This Week” will keep you in the loop for events coming up soon, and be sure to save your “Favorites”
for easy reference. Always free to list and use, the SLO Happenings app includes all types of events, concerts,
and activities. Check the local map feature to find events near you. Advanced filtering lets you customize your
experience your way! Download the app today to discover what’s happening in San Luis Obispo today !
See what is
happening in SLO
this week. Check
local map for events
near you.
Full listings and
details of events
happening in the city
of San Luis Obispo
Select the type of
event you are looking
for. Filter events to suit
your interest and save
favorites
APPLE STORE: Screenshots and text design (8 images max)
Easy way to
find your
favorites or
add an
event.
Local map
shows events
near your
location!
Filter events
to better suit
your
interests.
See what is
happening
in SLO this
week
Details on
events, and how
to purchase
tickets, add to
calendar
Full listings of
events
happening in
the city of San
Luis Obispo
Select the
type of event
you are
looking for.
Find your
event and save
to “Favorites”
for later use,
GOOGLE STORE: Screenshots and text design (8 images max)
App preview videos and screenshots take up over half of the screen space on the app preview page. The
video is the first screen showed in the mobile and desktop experience.
An app preview video demonstrates the features, functionality, and UI of your app in a short video that
customers watch directly on the App Store. Video previews can be up to 30 seconds long and must use
footage captured on the device to show the experience of using the app.
FOR YOUR CONSIDERATION:
SOLVE can produce a device-specific App usage video with post production in 3-4 hours –total cost: $375 -
$500
Showcase the App Preview via the current SLO Happenings video (will require YouTube link). The video shows
in the first position.
https://www.youtube.com/watch?v=fl-P7Warogg
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/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
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
Reviews affect how visible the app will be in store search results and how likely
the app is to be featured on the app store. This strategy is essential for app
growth and viability.
PLAN: Leverage AppFollow for app data, ASO and review responses (no additional cost)
ACTIONS:
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 App Follow for timely response)
PLAN: Review the GFL App Review plugin
ACTIONS:
o Evaluate and adjust messaging (must use Apple API V11 Restrictions)
o Evaluate and adjust review pop-up timing and placement
CURRENT POP-UP TIMING and TEXT:
•On a new device the initial popup shows up
after the 4th open.
•If a user selects "No, Thanks" or "Rate it
Now" then they will not receive anymore
popups.
•If a user selects "Remind me later" they will
prompted every 3rd open.
•Here is a screenshot of the popup.
PLAN:
o Research and use Apple Store and Google Play 3rd party app that provides instant
notifications for effective review management
ACTIONS:
o Leverage “App Follow” Monitoring and ASO Tool -To provide close monitoring and timely
review response, we have set up “App Follow” a free App ASO and reviews tool for email
and Slack ReviewBot and ReplyBot monitoring and response to reviews. Also, has a instant
review share (see the image) with a link to the app to download!
Survey data will 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 Zoho or Survey Monkey
o Timeline: Start of Q3 post Updates and ASO
o Distribute via social channels
o Questions to be submitted to Molly and approved prior
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 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 (REVISED)
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 (reallocate $600 out of $900 budget to Event Curation, App Services)
Q-3 -01/01/18 –03/31/18: AD CAMPAIGN ACTIVE (reallocate $600 out of $900 budget to Event Curation, App Services)
Q-4 -04/01/18 –06/30/18: AD CAMPAIGN ACTIVE (reallocate $600 out of $900 budget to Event Curation, App Services)
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
THANK YOU!
Event(s) Organization Event Dates Contact E‐mailFunding Request TBID Recommendation PCC RecommendationRecommended Support Subtotal Subcommittee Notes: 5th Annual 2017 SLO Jazz Festival SLO Jazz Festival, Inc. May 18‐19, 2018 Scott Andrewsscott@slojazzfest.org43,000$ 10,000$ 1,000$ 11,000$ TBID funding: To be used for out‐of‐area marketing purposes only. Funds will go to BCA & Matchifre for ad placements. All artist rooms MUST be housed in SLO City hotel properties with NO exception ‐ if this is not adhered to then future funding will not be considered by TBID and TBID funding towards ads will need to be returned. A housing report is required and should include hotel name and number for rooms & nights booked. TBID will verify the booking consumption. PCC Funding: cash sponsorship toward event. *** PCC would like additional discussion on sponsorship contribution.Sponsorship level must represent full contribution from the City. 2017 Fall FestivalSLO Fall Festival, Inc. September 28‐ November 11, 2017 Scott Andrewsscott@slojazzfest.org10,000$ ‐$ 1,000$ 1,000$ PCC funding only: PCC to contribute funding toward the event at same support level as previous year. *** PCC would like additional discussion on sponsorship contribution. Central Coast Growing Edible Education SymposoumSLO County Food System Coalition, Fiscal Sponsor: SLO County Office of Education October 6‐7, 2017Teresa Lees/Shannon Klischtlees@slocoe.orgsklisch@ucanr.edu 1,000$ 500$ 500$ 1,000$ TBID and PCC to split full fudning of the evet as requested. Central Coast Hop FestivalPouring Productions 21‐Oct‐17 Michael Gasbarragasbarra@att.net16,000$ 3,000$ ‐$ 3,000$ TBID funding only: Funding to be used for out of area marketing only and placed by BCA/Matchfire. Funding is contingent on moving the date to the following weekend (10/28).City Farm Harvest FestivalCentral Coast Grown 8‐Oct‐17 Steven Marxsmarx@calpoly.edu14,900$ ‐$ 2,900$ 2,900$ PCC funding only: Funding to be used for local marketing Festival Mozaic's WinterMezzo Festival MozaicOctober 20‐30, 2017; February 23‐25, 2018 Bettina Swiggerbettina@festivalmozaic.com12,000$ 5,000$ 5,000$ 10,000$ Committee did not want to limit the event to creating new programs if not necessary. Staff to discuss with event organizer. Love SLOMission College Prep 24‐Mar‐18 Chris Blakecblake@missionprep.org4,250$ ‐$ 4,250$ 4,250$ PCC funding only: full funding of the event as requested. Mission Prep Christmas ClassicMission College PrepDecember 15‐19, 2017 Terrance Harristerrancel.harris@yahoo.com30,000$ 30,000$ ‐$ 30,000$ TBID funding only: TBID funding to go towards rooms in SLO hotel properties and to work with BCA/Matchfire for marketing guidance; funding contingent on naming rights for the eventNew Year's Eve Celebration and ConcertSan Luis Obispo Symphony 31‐Dec‐17 Catherine Lansdownecatherine@slosymphony.com 10,000$ ‐$ 4,350$ 4,350$ PCC funding only: Funding to be used towards local advertisingOklahoma! A Citywide Arts CollaborationOpera San Luis Obispo May 12‐13, 2018 Sharon Dobsonsharon@operaslo.org12,000$ ‐$ 2,000$ *** PCC would like additional discussion on sponsorship contribution. Roll Out the Barrels WeekendSan Luis Obispo Wine Country Association June 21‐23, 2017 Heather Muranheather@slowine.com15,000$ 11,000$ 4,000$ 15,000$ Full funding of the event as requested. SLO Craft Beer FestivalPouring ProductionsFebruary 23‐24, 2018 Mike Gasbarragasbarra@att.net16,000$ 6,000$ 3,000$ 9,000$ TBID funding: Funding to be used for out of area marketing only and ads placed by BCA/Matchfire. PCC funding: funding to be used toward local event promotion. San Luis Obispo International Film Festival San Luis Obispo International Film Festival March 13‐18, 2017 Wendy Eidsonwendy@slofilmfest.org35,000$ 12,150$ 8,000$ 20,150$ TBID funding: $8500 of TBID to go towards advertising/PR as listed on the application; remaining TBID funding of $3650 to go towards a media FAM. Sponsorship benefits for the TBID should include: step and repeat in the tent; TBID logo in the tent; TBID videos shown before movie screenings; hosting of media in SLO City hotels. SLO Marathon + Half Race SLO April 27‐29, 2017 Samantha Pruittsamantha@raceslo.com15,000$ 15,000$ ‐$ 15,000$ TBID funding only: full funding of the event as requested. TEDxSanLuisObispo TedxSanLuisObispo 28‐Oct‐17 Meghan Julinmjulin@calpoly.edu8,000$ ‐$ ‐$ ‐$ No funding recommended by TBID or PCC. Student focused event with limited to no benefit to the community or visitors. The Civic Ballet of SLO Presents the NutcrackerCivic Ballet San Luis ObispoDecember 8‐10, 2017 Leslie B. Michelcivicballetofslo@gmail.com7,320$ ‐$ TBD#VALUE!*** PCC would like additional discussion on sponsorship contribution. Committee requested info on GIA funding history. US Trail Running Conference Race SLOLate Aug/Early Sept 2018 Samantha Pruittsamantha@raceslo.com25,000$ 20,000$ ‐$ 20,000$ TBID funding only: date requested for conference to be last full week of August 2018. Subtotal274,470$ 112,650$ 36,000$ #VALUE!Allocated Budget 117,000$ 40,000$ Budget Remaining4,350$ 4,000$ 2017‐18 Annual Event Promotion Sponsorship
DRAFT Minutes – Tourism Business Improvement District Board Meeting of July 12, 2017 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, July 12, 2017
Tourism Business Improvement District Board
CALL TO ORDER
A Meeting of the Tourism Business Improvement District Board was called to order on
Wednesday, June 21, 2017 at 10:00 a.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Wilkins.
ROLL CALL
Present: Board Members Clint Pearce, LeBren Young-Harris, Vice Chair Nipool Patel (exited
10:38), and Chair Matthew Wilkins
Absent: Board Members Pragna Patel-Mueller and Kimberly Walker (one seat empty)
Staff: Tourism Manager Molly Cano and Tourism Coordinator Liesel Kuehl
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Sierra Haddock was introduced as a new member of the MatchFire team.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER
PEARCE, CARRIED 4-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of Special Meeting on Wednesday, June 21, 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 July 12, 2017 Page 2
PRESENTATIONS
Presentation Items were heard following Business Items.
1. Marketing Agency Year End Report
Representatives from BCA + MatchFire reviewed their marketing activities for fiscal
year 2017-18. Highlights included a review of events, metrics, marketing and media
developments and programs, and materials introduced during fiscal year 2017-18.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item
2. SLO Chamber of Commerce Monthly Report
Committee Member Nipool Patel exited the meeting at this time.
Dusty Colyer-Worth, Chamber of Commerce Visitor Center Manager, reviewed the
guest promotions activities for fiscal year 2016-17. Highlights included a review of
visitor traffic – noting a spike in European visitors, impacted weekends, hotel referrals,
and the live-chat trial.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of July 12, 2017 Page 3
BUSINESS ITEMS
The Business item was heard prior to the Presentation items.
1. SLO Welcomes Initiative
The Marketing Committee and the marketing agency representatives presented their
recommendation for the development and promotion of the “SLO Welcomes” initiative.
The initiative aligns with BrandUSA’s One Big Welcome campaign and Visit
California’s All Dreams Welcome. It was noted that a key reason to pursue marketing
with this message is that travelers are making decisions on where to go, by how
inclusive and welcoming a City communicates they are. The City’s welcoming city
resolution was reviewed. A review on how marketing efforts can align with the City
resolution was previewed, with possible marketing concepts, including a video clip of
the Mayor, being presented. It was noted that a strategic goal for the initiative is to
differentiate San Luis Obispo as a leader in the state on inclusivity.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER
PATEL, CARRIED 4-0, to approve the “SLO Welcomes” marketing initiative for
implementation.
TBID LIAISON REPORTS &COMMUNICATIONS
1. Hotelier Update
The Board discussed that business seems a bit light at this time. They further discussed
possible impacts of the Hwy. 1 closure and fires in the area.
2. Management Committee Update
There was no meeting during June. The next meeting will be Monday, July 17th.
3. Marketing Committee Update
The next Marketing Committee meeting will be held Tuesday July 18th and the Event
Application Review will be July 31st.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of July 12, 2017 Page 4
4. Promotional Coordinating Committee (PCC) Update
Tourism Manager Cano reported on the activities of the PCC, specifically covering the
importance of the SLO Happenings app.
5. Visit Slocal Update
Committee Member Pearce noted that he is the new Board Chair and discussed work
done on messaging concerning the Hwy. 1 closures. Activities of the Visit Slocal
Director were reviewed. It was noted that Aaron Graves has joined the Executive
Committee and that the meeting schedule for the Board and Executive Committee have
been modified.
Tourism Manager Cano reported on advertising efforts and upcoming changes
concerning advertising contract services.
6. Tourism Program Update
Tourism Manager Cano reviewed the following:
Bruce Skidmore, Area Director of Sales and Marketing for Embassy Suites, has
been recommended to the open TBID board seat by the Council sub-committee.
City Council approved the TBID work program at their July 5, 2017 meeting.
The Special Events Application is currently open, and closes on July 21st.
SLO Days (New Student in Transition Program) is beginning. Ten sessions are
planned for the summer.
Noted that she has been appointed for an additional year as Board President of the
CCTC (Central Coast Tourism Council), and that the 2017-18 funding grant has
been approved.
Reviewed the CalTravel Summit meeting of June 27-29th
Noted that the City’s Community Development Department is preparing an update
on the Short-Term Rental program for presentation to the TBID.
ADJOURNMENT
The meeting was adjourned at 11:13 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, August 9, 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