HomeMy WebLinkAbout10-17-2017 Item 09 - 2016-17 Annual Report of the Tourism Business Improvement District (TBID)
Meeting Date: 10/17/2017
FROM: Greg Hermann, Acting Assistant City Manager
Prepared By: Molly Cano, Tourism Manager
SUBJECT: 2016-17 ANNUAL REPORT OF THE TOURISM BUSINESS IMPROVEMENT
DISTRICT
RECOMMENDATION
As recommended by the Tourism Business Improvement District (TBID) Board:
1. Receive and approve the Tourism Business Improvement District (TBID) Board’s 2016-17
annual report; and
2. Adopt a resolution of intention to levy and collect assessments within the TBID area in fiscal
year 2017-18 at the same rate as in fiscal year 2016-17.
DISCUSSION
Background
In June 2008, the Council adopted Ordinance No. 1517 establishing a tourism business
improvement district as requested by the local lodging industry. The district was formed under
the State’s Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets
and Highways Code and codified into the City’s Municipal Code under Chapter 12.42.
Pursuant to Municipal Code Section 12.42.060 and Sections 36530 and 36533 of the State’s
Parking and Business Improvement Law, the appointed TBID Advisory Board is to submit an
annual report (Attachment A) that outlines the past year’s efforts and how the funding was used
and to what effect.
Section 36534 further requires that after the approval of the annual report, the Council shall
adopt a resolution of intention (Attachment B) to levy an annual assessment for that fiscal year.
The resolution also sets a public hearing in order to receive any written or oral protests against
the continuation of the district as required by the applicable statute.
Annual Report
On September 13, 2017, the TBID Board met in its regular monthly meeting to finalize the 2016-
17 annual report (Attachment C). Public noticing for the TBID Advisory Board meeting was
performed through the posting of the agenda on the City’s website and in the kiosk in front of
City Hall by 5:00 pm on September 8, 2017. For convenience, the agenda was also distributed to
TBID constituents and stakeholders via email. The annual report reiterates the use of the TBID
funds within the defined marketing platform that guides the strategy used to deliver on the
TBID’s objective and goals. The report content includes:
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1. TBID Background and Advisory Body
2. 2016-17 Year by the Numbers
3. Strategic Plan Implementation and Program Approach
4. 2016-17 Summary of Activities
5. 2016-17 Financial Statement
6. Looking Ahead to 2017-18
7. Charts and Graphs showing various results
Next Steps
Should the City Council approve the annual report and adopt the resolution of intention, a public
hearing will be noticed for November 7, 2017. The public hearing will allow hoteliers to submit
comments, voice concerns, and protest the assessment.
As set forth in Sections 36524 and 36525 of the California Streets and Highways Code, the
Council has the ability to continue the proposed citywide TBID at this public hearing, unless oral
or written protests are received from City hoteliers that pay 50% or more of the proposed
assessments. In that event, the Council cannot consider continuation of the TBID in the City of
San Luis Obispo for at least one year.
Noticing Schedule
Legal notices regarding the City Council’s review and approval of the TBID annual report were
sent to TBID properties on Wednesday, October 4, 2017. For convenience, the link to the agenda
was also distributed to TBID constituents and stakeholders via email.
FISCAL IMPACT
The current unaudited year-end TBID revenue for 2016-17 is approximately $1,440,300.00
which is approximately $5,000 more than the budgeted amount. In 2017-18, the TBID projected
revenue is $1,465,787.00 and is budgeted for program costs including staffing. Approximately
$29,000 is budgeted to cover the City’s administrative costs associated with collecting and
disbursing the assessment.
ALTERNATIVES
The City Council may choose to not approve the report or levy the assessment. This action is not
recommended as the advisory body has fully reviewed the report and recommended the approval
to City Council in order to move forward with the Public Hearing for the Tourism Business
Improvement District.
Attachments:
a - SLOTBID Annual Report 2016–17
b - Resolution of Intention 2017
c - 09-13-2017 TBID minutes DRAFT
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SLO TBID
ANNUAL REPORT
2016–2017
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2 SLO TBID Annual Report 2016-17 A Letter from the Chair
A LETTER FROM THE CHAIR
The Tourism Business Improvement District (TBID) for San Luis Obispo has worked together with its local lodging
constituents to record another year of TOT growth. Faced with an exceptionally wet winter and the sudden and
ongoing closure of the Pacific Coast Highway, San Luis Obispo innkeepers and hoteliers were able to increase
average daily rate (ADR) while mitigating the reduction in occupancy.
In one sense, it is difficult to pinpoint the specific benefit of the TBID’s efforts when everything is going well. If
the weather cooperates and Highway 1 is open, it is less apparent to an individual constituent precisely what is
making the difference between a good year and a great year; there is little incentive to even spend time figuring
it out. Conversely, when the unprecedented year-over-year growth that we had begun to take for granted
begins to taper off, the benefit of a communal marketing effort led by the TBID becomes very clear. The story
of FY16 is essentially this; after many years of growth in occupancy and ADR, SLO hoteliers pushed rate. We set
rates many months to sometimes years in advance, and none of us has a crystal ball—rates are set based on past
performance, instinct and hope. We had no reason to believe the ever-increasing occupancy might taper off. So
we set our rates higher than ever, and were able to maintain increased revenue through higher ADR in spite of
decreased occupancy.
Where does the TBID fit in all this? One anecdote that I feel illustrates what we do well is that we literally have a
program called “Money for a Rainy Day.” When it started raining, and then didn’t stop when it normally does, we
kicked our program into action and were able to demonstrably move the needle—even garnering free publicity
in the LA Times for our unique promotion through our joint PR efforts with the Chamber of Commerce. This
is exactly the function we are meant to serve, and the need for us is greater in challenging years than when
everything comes easily.
After having gone through the Strategic Planning process, and then a completed mid-point check-up, we are
reaching an organizational maturity that is being noticed and emulated. Visit California recognized our efforts
with a “Poppy Award” for best overall marketing program. Our competitors have noticed as well, and we see
discussions taking place in neighboring communities that we were having three years ago. The benefits from the
decisions we are making now will continue to pay dividends for our constituents and the city which we are so
grateful to be a part of for years to come.
Sincerely,
Matthew Wilkins
Sands Inn & Suites
SLO TBID Board Chair
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3 SLO TBID Annual Report 2016-17 Table of Contents
TABLE OF CONTENTS
Background on TBID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Background ............................................4
Advisory Body ..........................................4
2016–17 Advisory Board ..................................4
Advisory Body Bylaws ...................................5
2016-17 Year By the Numbers (TOT) . . . . . . . . . . . . . . . . . . .6
Strategic Plan Implementation
Year & Program Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
TBID Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Snapshot of the Progress ................................8
Branding ...............................................8
Website ...............................................10
Digital & Print Media ....................................11
Social .................................................13
Public Relations ........................................17
Travel & Tradeshows ....................................18
Special Promotions .....................................19
Guest Services ........................................22
Strategic Partnerships .................................24
Event Promotion ......................................26
Industry Relations .....................................27
2016–17 Financial Statement . . . . . . . . . . . . . . . . . . . . . . . . .28
Income ...............................................28
Expenditures ..........................................29
Looking Ahead to 2017–18 . . . . . . . . . . . . . . . . . . . . . . . . . . .30
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
TOT Chart 2016–17 .....................................32
TOT Month to Month 2016–17 ...........................32
OCC Month to Month 2016–17 ...........................33
ADR Month to Month 2016–17 ...........................33
RevPar Month to Month 2016–17 .........................34
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4 SLO TBID Annual Report 2016-17 Background on TBID
BACKGROUND ON TBID
BACKGROUND
In June 2008 the City Council adopted Ordinance 1517 establishing the tourism business improvement
district (TBID) in the City of San Luis Obispo as requested by the local lodging industry. The assessment of
two percent of gross receipts for the district became effective on October 1, 2008 and the use of funds was
defined in Section 12.42.030 of the Municipal Code as follows:
“This ordinance is made and enacted pursuant to the provisions of the Parking and Business
Improvement Area Law of 1989 (Sections 36500 et. seq., of the California Streets and Highways Code).
The purpose of forming the district as a business improvement area under the Parking and Business
Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and
programs promoting tourism which will benefit the operators of hotels in the district through the
promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination.”
ADVISORY BODY
The use of the assessment fund is based on the recommendation of the Tourism Business Improvement
District advisory board that is staffed by City of San Luis Obispo hotel owners, operators, and/or managers.
The board members are appointed by the City Council and serve for an initial term of four years with the
opportunity to serve second term for a maximum of eight years.
2016-17 ADVISORY BOARD
NAME PROPERTY TERM
Dean Hutton Apple Farm 3/31/17 2nd term
Kimberly Walker Granada Hotel & Bistro 3/31/21 2nd term
LeBren Harris Hampton Inn & Suites by Hilton 3/31/21
Nipool Patel (Past Chair)Lamplighter Inn & Suites 3/31/20 2nd term
Pragna Patel-Mueller Lexington Inn 3/31/19
Clint Pearce Madonna Inn 3/31/19 2nd term
Matthew Wilkins (Chair)Sands Inn & Suites 3/31/20 2nd term
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5 SLO TBID Annual Report 2016-17
ADVISORY BODY BYLAWS
In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further
defined its role and functions as:
The functions and duties of the TBID Board shall include, but not be limited to, the following:
A. Planning a comprehensive program to promote tourism to the City of San Luis Obispo and
prepare an annual marketing program consistent with industry goals and objectives.
B. Develop advertising and promotional programs and projects to benefit the lodging industry
in San Luis Obispo.
C. Present an annual assessment report to the City Council regarding the implemented
promotional programs and projects.
D. Perform any other lawful tasks as directed by the Council.
The Board meets monthly on the second Wednesday at 10 a.m. for its regular board meeting.
In 2016–17, the Board met in 11 regular monthly meetings and 2 special meetings. Additionally,
based on the continued implementation of the TBID 5-year Strategic Plan, the Board
maintained the standing subcommittees - the Management Committee and the Marketing
Committee, each is made up of three board members. The Marketing Committee
members also serve on the joint Event Promotion Committee with three members of the
Promotional Coordinating Committee to consider event sponsorship commitments.
In order to keep the lodging constituency abreast of all TBID business, the Board is assigned properties
to liaise. Each board member is responsible for communication with his/her respective group of hotels.
Staff continue to visit all properties at least once a year to personally bring TBID updates and marketing
opportunities to each property.
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6 SLO TBID Annual Report 2016-17 2016-17 Year by the Numbers
2016-17 YEAR BY THE NUMBERS
The 2016-17 fiscal year produced modest growth in the tourism industry in San Luis Obispo. The City
collected nearly $7.4 million dollars (+2.8%) in transient occupancy tax (TOT) – the largest collection ever
recorded for the City of San Luis Obispo. The collections slightly exceeded the City’s forecasted and
budgeted growth which is contributed directly into the City’s General Fund.
However, based on the Smith Travel Research (STR) reports, the occupancy rate in the City decreased by 1.2%.
Overall, occupancy was down consistently for the first three quarters of the fiscal year apart from November
and January. It began to rebound in the fourth quarter where we saw a record 11% occupancy growth in
April 2017. The dip in occupancy can be attributed in part to the seasonal weather patterns achieved by
the mountain regions that produced the significant snow fall, the closure of Highway 1, and the impact of a
competitive and crowded tourism market throughout the region. The 2016-2017 fiscal year concluded with
average annual occupancy rate over 71%, a slight decline in occupancy compared to the 2015-16 fiscal year.
While the occupancy rate decreased, the Average Daily Rate (ADR) was up 2.8% to $143.49. Nearly, every
month within the year out rated the same month in the prior year. Additionally, the RevPAR, defined as
Revenue Per Available Room, grew by 1.8% to $104.13. This means that although the occupancy was down
overall for the properties, the lodging businesses received higher profits based on rate increases with less
day-to-day impact on the properties.
Additionally, the downtown Visitor Center served nearly 86,000 in person guests. San Luis Obispo lodging
properties achieved twenty five sell out weekends in 2016–17.
2016-17 YEAR BY THE NUMBERS
See the appendix for complete graphs.
MEASUREMENT FY 2016-17 RESULT % CHANGE FROM FY 2015-16
TOT $ 7,357,923 2.8 %
Occupancy 71.58 -1.2 %
ADR $ 143.49 2.8 %
RevPAR $ 104.13 1.8 %
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7 SLO TBID Annual Report 2016-17 Strategic Plan Implementation Year & Program Approach
STRATEGIC PLAN IMPLEMENTATION
YEAR & PROGRAM APPROACH
In 2016-17 the TBID continued the focused implementation of the 5-year Strategic Clarity Plan, a document
that serves as the framework for the direction and decisions made by the TBID Board for the tourism
program. The plan defines the work programs for the TBID and is used as a guide for the decisions made for
the overall promotion of San Luis Obispo. Within the plan, the TBID identified five Strategic Imperatives:
• Deliver Smart Growth
• Develop the SLO Brand
• Build Meaningful Partnerships
• Contribute to an Unforgettable SLO Experience
• Ensure Organizational Excellence
This fiscal year marked the halfway point for the plan. In the fall of 2016, the TBID Board held workshop to
revisit the plan and they modified it as needed for the remaining two years of implementation. While none of
the Strategic Imperatives changed, the Board added new initiatives to drive new program efforts.
Mission
The SLO TBID builds awareness to grow tourism, serving as the voice
of San Luis Obispo.
Values
Integrity | Accountability | Adaptability | Collaboration | Determination | Innovation
Unique Role
of Value
The SLO TBID provides
the City of SLO with
comprehensive tourism
brand management
through strategic
partnerships and a robust
marketing and promotional
budget.
Vision In
SLO TBID manages the brand
for the destination of San Luis
Obispo, delivering balanced growth of
tourism, with creativity and integrity.
Vision Out
San Luis Obispo is an
unforgettable place where visitors
engage in a unique lifestyle they
aspire to, become emotionally
attached, and return for renewal.
Brand
Intention
Heart Side: Happy | Pride of Place | Inspiring | Relaxed | Rejuvenating
Head Side: Experiential | Beautiful | Artisinal | Healthy | Authentic
Strategic Imperatives
Deliver Smart Growth | Develop the SLO Brand | Build Meaningful Partnerships | Contribute to an Unforgettable SLO Experience | Ensure Organizational Excellence
Unique Value
Proposition
San Luis Obispo is an authentic and inviting California community where you can play, taste, explore, relax, and recharge.
Strategic Clarity
The elements of our Strategic Clarity are the SLO TBID’s
“North Star” for the upcoming five fiscal years, setting the
level of expectation and the tone and tenor of everything
we plan. As we move into defining specific initiatives, our
Strategic Clarity will serve as a touchstone.
Vision In
What kind of
organizational culture are
we committed to being?
Vision Out
What is the ideal future
state we will strive to
create? What are we
committed to making
happen?Mission
What is most important to
us as we strive to realize
our vision? What is the
focus of our work?Values
What are the
fundamental beliefs that
shape how we work
together to serve our
mission?
Unique Role of
Value
What unique and valuable
role do we play amongst
our peer organizations?
HOW do we provide
value?
Strategic
Imperatives
What must be
accomplished during the
planning horizon?
Unique Value
Proposition
What unique and
sustainable value does the
destination of San Luis
Obispo deliver? WHY San
Luis Obispo?
Brand Intention
WHAT is the experience
we want our destination
to be known for?
Mission
Values
Unique Role
of Value
Vision In Vision Out
Brand
Intention
Strategic Imperatives
Unique Value
Proposition
Vision In
Vision Out
Mission
Values
Unique Role of
Value
Strategic
Imperatives
Unique Value
Proposition
Brand Intention
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8 SLO TBID Annual Report 2016-17 TBID Activities
TBID ACTIVITIES
SNAPSHOT OF THE PROGRESS
Fiscal year 2016–17, was a very accomplished year for the TBID activities.
• Deployed “It Means Something Different Here” campaign 2.0
• Created and distributed unique content that inspired returning and new tourists
• Implemented a marketing automation program to enhance email marketing efforts
• Captured and created a library of candid, “local perspective” video content
• Expanded library of professional photography
• Developed and distributed new collateral materials
• Executed new social media opportunities including Snapchat & Instagram Stories
• Developed seasonal promotional campaigns, including Cal Poly Lodging Loyalty Program,
Money for a Rainy Day, Exclusive Seattle Promotion and tradeshow-specific promotions
• Developed individualized event promotion strategies
• Partnered with Visit SLO CAL on new co-op placements
In order to implement the complex marketing programs, the TBID Board and staff work closely with the
team of contractors from the marketing agencies Barnett Cox & Associates (BCA) and Matchfire formerly
StudioGood, and the San Luis Obispo Chamber of Commerce.
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9 SLO TBID Annual Report 2016-17 TBID Activities
BRANDING
The TBID manages the tourism brand for the destination of San Luis Obispo, delivering balanced growth of
tourism, with creativity and integrity. In fiscal year 2016–17, the advertising campaign “It Means Something
Different Here” was continued across digital and print channels.
Additionally, the TBID expanded their print collateral and created a new small brochure to complement
our SLO Inspiration Guide & Maps brochure featuring eye catching photography. These pieces are used
to promote San Luis Obispo and are disturbed at various tradeshow, events, and through Certified Folder
Displays in airports visitor centers and hotels throughout California.
San Luis Obispo Brand Messaging Pillars:
• Cultural
• Culinary
• Outdoor
• Family
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10 SLO TBID Annual Report 2016-17
WEBSITE
www .SanLuisObispoVacations .com
The City’s official tourism website, SanLuisObispoVacations.com, is the primary marketing tool used to represent
our destination. It is designed mainly for consumers, but also serves the travel trade, meeting planners, TBID
members and media. It features robust content including a detailed calendar of events integrated with SLO
Happenings, lodging property listings for all TBID constituents including hotels and permitted homestay
properties, itinerary suggestions and features, the ShareSLO blog, and featured press coverage.
Search Engine Optimization (SEO) ensures the relevancy and success of the TBID’s website. Organic search
traffic to the site continues to stand as the top traffic channel, making up 36% of site sessions. The work is done
monthly to optimize pages with top keywords, meta tags and meta descriptions, ShareSLO blog posts and
social content were created based on forecasted keyword and search trends. Thus, pages now rank in the top
position on Google for San Luis Obispo searches including Bubblegum Alley, Night Life and Shopping.
Key 2016–17 Website Results:
• 60% increase in site sessions
• 51% increase in average monthly users
• 32% increase in referral traffic year-over-year
Highlights of Website Activities:
• Updated Email Sign-Up Form in August
• Launched Automated Welcome Series and Hotel Page Abandonment Email
• Updated Mobile Navigation, #ShareSLO Blog and Filtering Functionality in November
• Revamped Events Page in February
• Refreshed Hotel & Homestay Property Pages in June
• Added 15 new pages and updated over 35 pages
See the appendix for complete graphs.
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11 SLO TBID Annual Report 2016-17
DIGITAL & PRINT MEDIA
Digital Media
Online programmatic campaigns are the most effective marketing and advertising tool to target the drive
markets in California for leisure travelers to San Luis Obispo. The TBID continues to use branded advertising
to maximize online reach for the promotion of San Luis Obispo through strategic placement on top travel and
lifestyle sites through a programmatic digital advertising program. In 2016-17, the advertising program for the
TBID was focused on the mix of digital display that hit key websites to target the right customer and the use
of video pre-roll using the 5 pillar videos in desired markets.
TBID Activities
CUMULATIVE DIGITAL ADVERTISING MEASUREMENTS
Total Number of Digital Ad Impressions 12,639,406
Total Number of Clicks 879,325
Print Advertising
Limited print advertising placements were continued in the TBID’s media mix through BCA in the 2016–17
fiscal year. Traditional print campaigns are an important tool to reach niche market visitors primarily in the
mature demographic and to reinforce travel inspiration and build brand awareness for the destination. The
TBID placed print ads only in cooperative advertising campaigns with regional partners like Visit SLO CAL
and Central Coast Tourism Council (CCTC).
• SLO CAL Destination Visitors Guide
• Alaska Airlines in-flight magazine
for the launch of the new flight
• SLO Chamber Visitors Guide
• Central Coast Tourism Map ad
• California State Travel Guide in the
8-page Central Coast feature
• BuzzFeed article
• Matador article & video
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12 SLO TBID Annual Report 2016-17
Email Marketing
The TBID continued to utilize email marketing activities through the newsletter to communicate regularly
with potential visitors on activities in SLO to build brand loyalty and encourage repeat visitation and an
extended length of stay. The newsletter promotes upcoming events and special promotions as well as
compliments our seasonal advertising campaigns and public relations outreach.
This year the TBID refocused their attention on enhancing their email marketing efforts beyond the monthly
newsletter. In 2016-17 the TBID concentrated their email marketing on growing their audience, tracking the
behaviors and following up with relevant messaging that ultimately drove visitation to San Luis Obispo.
Their investment in marketing automation garnered nearly 2000 new email subscribers on the TBID site by
updating the form and the placement of the sign up. Additionally, they launched an automated Welcome
Series to acknowledge new subscribers. And they implemented a Hotel Page Abandonment series which
sent visitors a personalized email if they left hotel pages without taking action.
Highlights of Email Marketing Activities:
• 37% increase in database size
• 1,783 submitted through new email sign-up form
• 7 SLO Vacations’ e-newsletters
• 2 ongoing, automated emails based on user behavior
• 9 targeted emails for Lodging Loyalty program
• 6 targeted emails for tradeshow promotion
• 2 targeted emails for Money for a Rainy Day promotion
• 1 promotional email for Festival Mozaic
TBID Activities
NEWSLETTER ACTIVITY MEASUREMENTS
Total Number of Newsletters Sent 25
Database Size 23,361
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13 SLO TBID Annual Report 2016-17
SOCIAL
#SHARESLO
This year, the TBID continued to captivate ShareSLO fans and grow their social media footprint through great,
engaging content. They continued to leverage user-generated content in 2016-17, along with adding TBID
created content including “local perspective” videos. With an emphasis on engaging site content, the TBID
drove social traffic to SanLuisObispoVacations.com by linking to relevant content whenever possible.
ShareSLO continues to maintain a network of engaged social fans on Facebook, Twitter, Instagram
and Snapchat.
In 2016–17, the ShareSLO cumulative social fan base grew by over 62,000 fans and followers across Facebook,
Twitter, and Instagram. The total social media engagements across all platforms was over 203,760,
representing a 74% increase in engagements over 2015–16.
The ShareSLO blog, featured on SanLuisObispoVacations.com continues to perform exceptionally well as a
source to drive traffic to the website. In addition to general content each month, the ShareSLO blog featured
dedicated campaigns including: Meet the Brewers Series in October, ShareSLO Chef Series in January, Bike
Month in April, SLO in the News throughout the year. Thus, the ShareSLO blog saw a 171% increase in page
views within the blog compared to the prior year.
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14 SLO TBID Annual Report 2016-17
#SHARESLO (Cont .)
2016–17 ShareSLO Activities Included:
• 54 ShareSLO blogs published
• Activated on Snapchat & Instagram Stories
• Consistent, daily community management
• Activated Instagram Giveaways: Brews & Bites, SLO Film Fest,
Cal Poly Baseball Tickets & First Pitch Giveaway
• Participated in 3 Visit CA sponsored Twitter chats: #HikerChat, #FoodieChat, #Kidifornia
• Uploaded 4 new videos to ShareSLO’s YouTube channel
• Captured event photography and videography at Cow Parade SLO Launch Event and Amgen Tour
• Real-time posting at events on Facebook, Twitter, Instagram and Snapchat
TBID Activities
SHARESLO PROGRAM MEASUREMENTS
Total Number of Blog Posts 54
Total Number of Fans 118,956
Total Hashtag Uses (Instagram & Twitter only) 41,830
Total Video Views (YouTube)34,181
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15 SLO TBID Annual Report 2016-17 TBID Activities
SHARE SLO SOCIAL METRICS 2016–17 % CHANGE
FROM 2015–16
Facebook
Total New Fans 58,163 226.23%
Average New Fans per Month 4,847 226.18%
Total Fans 104,275 129.09%
Total Reach 8,262,200 31.75%
Average Reach per Post 7,764 45.23%
Average Daily Engaged Users 789 106.01%
Total Engagements 65,207 31.38%
Twitter
New Followers 304 46.57%
Average New Followers per Month 25 46.81%
Total Followers 3,744 8.62%
Total Engagements 6,567 24.87%
Total #ShareSLO 4,294 4.48%
Instagram
New Followers 3,719 25.63%
Total Followers 10,937 51.52%
Total Engagements 131,986 112.44%
Total #ShareSLO 37,536 53.67%
YouTube
Video Views on Main Video 34,181 54.07%
#SHARESLO (Cont .)
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16 SLO TBID Annual Report 2016-17
Paid Social Media
In 2016–17, the TBID continued to invest in paid social media to enhance the effectiveness and reach of the
ShareSLO brand on Facebook. Adding a paid element to the posts has helped to expand the reach and
increase engagement among ShareSLO fans, followers, and friends. Paid promotion on social media is very
cost-effective for the TBID and provides the ability to extend the promotion of San Luis Obispo almost year-
round. Paid social media on Facebook in 2016–17 included ads to drive page likes, website conversions, video
views, lead generation and prompted posts.
TBID Activities
Paid Media Results 2016–17 2015–16 % Change
Facebook
Page Likes
Page Likes 54,173 14,300 278.83%
Impressions 1,091,175 649,193 68.08%
Avg. Cost
per Click $0.24 $0.70 65.71%
Avg. Cost per Like $0.31 $0.75 58.67%
Website
Conversions
Link Clicks 53,887 11,944 351.16%
Actions 150,966 112,103 34.67%
Impressions 3,294,166 1,533,533 114.81%
Avg. CTR (All)2.26%1.67%35.33%
Avg. CTR (Link)1.33%0.73%82.19%
Video Views
Video Views 444,798 915,418 51.41%
Avg. Duration of
Video Viewed 00:00:09 00:00:14 35.71%
Lead
Generation
Leads 2,155 N/A N/A
Total Reach 156,006 N/A N/A
Promoted
Posts
Total Reach 953,384 825,646 15.47%
Total
Engagements 102,527 94,512 8.48%
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17 SLO TBID Annual Report 2016-17
PUBLIC RELATIONS
In 2016–17, the TBID and PCC continued to jointly hold a dedicated contract with the San Luis Obispo
Chamber of Commerce for Public Relations efforts. On behalf of the City’s community promotions program,
the SLO Chamber is responsible for establishing professional relationships with media outlets and journalists
in various markets to build and maintain awareness of San Luis Obispo as a travel destination.
The 2016-17 contract elements with the SLO Chamber for Public Relations included: pitching to media,
bringing in media, coordinating media trips, sending out media releases, responding to natural media
inquiries, use of the Chamber’s photography library for editorial requests and press releases, planning and
executing press trips and developing media kits.
This focused PR effort continued to prove success for San Luis Obispo. During the 2016–17 fiscal year, the
PR activities generated at least 275 total mentions or media placements that highlighted San Luis Obispo
in international, national, regional and even local publications. A few specific publications include: Toronto
Star, Coastal Living Magazine, Travel Channel, Huffington Post, Los Angeles Times and the San Francisco
Chronicle.
A new focus in 2016–17 for PR efforts was tailored to digital media outlets. Primary targets included
influential lifestyle, outdoors and parent with long-term, loyal and engaged audiences that are in line with
San Luis Obispo’s focused messaging efforts. On behalf of the City’s community promotion, the Chamber
proactively connected with various digital outlets to position the San Luis Obispo message. As a result, the
TBID was featured on Sweet, a Snapchat Discover channel that reaches 100 million daily active users. Other
digital outlets include: Goop, Lonely Planet, Thrillist and Matador Network.
Additionally, coordinated media visits or press trips were secured to promote the destination with the goal
of earning valuable editorial coverage. In fiscal year 2016-17, nearly 40 media outlets, both domestic and
international were hosted in San Luis Obispo. Top domestic and international media outlets hosted include:
Fodor’s Travel Guide, General Motors, Los Angeles Magazine, the Toronto Sun.
TBID Activities
PUBLIC RELATIONS MEASUREMENTS
Total Number of Media Outlets Hosted 40
Number of Mentions 275
Potential Reach 769,122,617
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18 SLO TBID Annual Report 2016-17
TRAVEL & TRADESHOWS
Consumer Travel Shows
The TBID continues to maximize the consumer travel show strategy. Consumer shows provide the TBID an
opportunity to take San Luis Obispo on the road to key markets. The three consumer tradeshows attended
were: Los Angeles Travel & Adventure Show, Bay Area Travel & Adventure Show, and San Diego Travel &
Adventure Show. The booth featured key information on San Luis Obispo including lodging information,
maps and upcoming events. Shows were selected based on their anticipated attendance, quality of
attendees, and target drive market location. Booth visitors were presented with the call-to-action to book
two nights in SLO and receive a $100 VISA gift card upon arrival. In addition to one-on-one conversations
with potential visitors, the TBID also met with numerous travel media and operators in the booth.
Industry Tradeshows
In 2016–17, the TBID returned to the industry tradeshow IPW. The U.S. Travel Association’s IPW is the travel
industry’s premier international marketplace and the largest generator of travel to the U.S. The TBID had
previously participated in 2011 and 2012 but had since declined, in order to focus on consumer-only efforts.
However, this year the TBID Board made a strategic decision to partner with SLO CAL, the San Luis Obispo
County’s tourism marketing district, at the show. During the three-day show booked with intensive pre-
scheduled business appointments, the TBID met with over 55 representatives interested in booking travel to
San Luis Obispo.
TBID Activities
CONSUMER TRADE SHOW MEASUREMENTS
Number of Shows Attended 3
Newsletter Registrations Collected 1,798
Total Room Nights Booked Through Promotion 36
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19 SLO TBID Annual Report 2016-17
SPECIAL PROMOTIONS
Money for a Rainy Day
In 2016-17, the TBID Board ran for the second year a special promotional offer designed to drive overnight
stays in the City of San Luis Obispo during the slowest months of the year. Through the promotion, visitors
were required to book two consecutive nights at a lodging property in the City of San Luis Obispo between
January – March 2017 and they would receive a $100 Visa Gift Card to spend how they choose. More than 660
Visa gift cards were redeemed through the promotion. As a result, the promotion garnered over 1500 room
nights during January through March.
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20 SLO TBID Annual Report 2016-17
SPECIAL PROMOTIONS (CONT .)
Seattle Flight Promotion
In April 2017, Alaska Airlines launched non-stop service between San Luis Obispo and Seattle. To maximize
the promotion of this flight, the TBID utilized their $100 VISA card promotion to promote overnight stays
in San Luis Obispo coordinated with the launch of the flight. This promotion was marketed via targeted
facebook ads and through PR outreach. As a result, over 46 room nights were booked in San Luis Obispo in
conjunction with a round trip flight to SLO from Seattle.
Additionally, the TBID partnered with Atascadero on an overnight discovery trip to Seattle. This overnight
trip provided an opportunity for the TBID to participate in the inaugural flight to Seattle, meet with key staff
at the Visit Seattle office, coordinate consumer information with the Seattle AAA office and host a media
dinner with targeted Seattle digital influencers and journalists.
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21 SLO TBID Annual Report 2016-17
SPECIAL PROMOTIONS (CONT .)
Cal Poly Lodging Loyalty Program
In 2016–17 the TBID launched a pilot lodging loyalty program for new Cal Poly Parents. This program
encouraged visiting parents to stay in San Luis Obispo and as a reward after 10 nights achieved the registered
parent would earn one free night stay. The program was launch to a select number of parents and supporters
who had registered with the TBID during the Cal Poly SLO Days events. Over 240 parents signed up for the
program resulting in over 270 room nights consumed in San Luis Obispo.
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22 SLO TBID Annual Report 2016-17
GUEST SERVICES
Through a dedicated contract with the TBID, the San Luis Obispo Chamber of Commerce provides a suite of
guest services to the TBID. In 2016–17 this included:
• Provide dedicated customer service for San Luis Obispo City hotels at the Downtown Visitor Center.
• Provide a 800-number separate phone line exclusively for the TBID. Only SLO TBID properties will
be recommended through this phone line. Provide staff to respond to a TBID-only phone line during
Visitor Center Hours and return after hours phone calls.
• Provide dedicated customer service on SanLuisObispoVacations.com with a Live Chat feature.
*Trialed from August to October
• Perform “hotel availability call arounds” and keep a record of current availability for
all SLO City hotels.
• Educate local hoteliers about the hotel availability program and how they may best utilize it.
During fiscal year 2016–17, Visitor Center staff contacted every TBID property each week and maintained
a record of which hotels were sold out and which have availability for each Thursday, Friday and Saturday
as well as impacted weekdays throughout the year to help guests, who would otherwise need to call each
property on their own to find a room in SLO. This service also allowed for TBID properties to refer their clients
directly to the Visitor Center for centralized guest services. In addition, this information was widely utilized to
assist visitors to the Visitor Center in keeping the traveler in the City of San Luis Obispo. Since July, 2016, the
Chamber was able to make use of this availability information in conjunction with TBID marketing materials
to refer SLO TBID properties 10,266 times.
In addition, the Chamber is contracted to answer each call made to the TBID’s 1-877-SLO-TOWN number,
which is serves as a response tool to the TBID’s advertising efforts and digital presence. This creates the
option for a ‘real person’ to assist in trip planning, ensuring that travelers seeking personal guidance have a
friendly, live voice to shape their experience of San Luis Obispo before even arriving. The telephone number,
1-877-SLO-TOWN, is a separate line that rings in the Chamber and is used solely to refer and promote
TBID properties. During fiscal year 2016–17 over 2000 calls were answered on the 1-877-SLO-TOWN line,
an increase of 270% over the prior year. Much of this is attributed to the seasonal promotions and Cal Poly
Lodging Loyalty program implementation and fulfilment.
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23 SLO TBID Annual Report 2016-17
GUEST SERVICES (CONT .)
Live Chat
To better enhance the San Luis Obispo guest experience, the TBID piloted a live chat service in 2016-17 to
make sure that no potential guest encountered any barrier to staying in SLO. Live chat gave website users
the opportunity to interact with guest service providers in real-time. The service engaged with users and
supported SanLuisObispoVacations.com during peak traffic times when site visitors are planning their trip.
The service was piloted from August – October 2016 and nearly 4000 chats were held during that period.
Chat Topics:
• 30% of chats were hotel related (where to stay, affordable hotels)
• 38% of chats were area related (general activities, transportation)
• 29% of chats were itinerary related (specific activities/destinations)
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24 SLO TBID Annual Report 2016-17
STRATEGIC PARTNERSHIPS
The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing
San Luis Obispo as a destination which makes the TBID more efficient in promotional activities. The TBID’s
strategic partnerships allow the marketing agencies to build relationships with the organizations below,
elevating the destination as a whole. Promotional opportunities with each organization give the TBID new
platforms and audiences to build brand awareness. Top partnerships achievements include:
Cal Poly Athletics
• TBID maintains the exclusive hotel industry sponsor to advertise with Cal Poly Athletics
• TBID hosted nearly 650 room nights for visiting teams, recruits, and coaches
• Basketball suite event for TBID sales teams
• ShareSLO throws 3 first pitches at Cal Poly Baseball
• CP Athletics Facebook page posts
• Banner ad in ongoing Athletics newsletters
• Cal Poly Alumni E-blast & Alumni Getaway Giveaway
• Radio spots for basketball
• Homecoming game ticket giveaway
• New rotating graphics submitted for LED banner at Mott Gym
• Soccer Visiting Teams Guide
• ShareSLO Track & Field Meet
• Program ad
• :15 scoreboard video using new footage
SLO Wine
• Deployed e-newsletters to over 12,000 subscribers that included TBID content, logo, and links
• Hosted travel, lifestyle, wine writers in San Luis Obispo for various media visits resulting in
media coverage in: Wine Enthusiast, SF Gate & SF Chronicle, USA Today, LA Time, 805 Living,
Chicago Tribune
• The “Stay” page on SLOwine.com garnered over 30,000 views
• Partnered to host an integrated marketing experience at LA Magazine’s The Food Event
in October 2016
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25 SLO TBID Annual Report 2016-17
STRATEGIC PARTNERSHIPS (CONT .)
Cal Poly’s New Student & Transition Programs
Cal Poly New Student & Transition Programs (NSTP) sees over 50,000 guests of students and their families
between Open House, Student Life Orientation Days, and Week of Welcome annually. Through a new
partnership in 2016–17 the TBID partnered with NSTP to engage and connect with our new students and their
families. In addition to website presence and logo inclusion, the TBID activations include representation at
the following events:
• Open House
• SLO Days
• Week of Welcome/Move-in Weekend
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26 SLO TBID Annual Report 2016-17
EVENT PROMOTION
In 2016–2017, the TBID sponsored, promoted, and was represented at more than a dozen local events of
different shapes and sizes. Over the course of the year, the TBID continued to shape an event strategy to
ensure all SLO TBID-sponsored events are well-aligned with the brand, and that expectations and best
practices were clear. These guidelines allowed the TBID to reach visitors before, during, and after an event
takes place, which in turn arms the TBID with the tools we need to leverage events to put heads in beds.
In 2016–17, the TBID took a new approach to supporting a few of the sponsored events. Instead of simply
funding out of area marketing, the TBID dedicated their sponsorship dollars along with the marketing
agency time to help create and manage the out of area promotional campaigns. This strategy was
successful for the TBID.
TBID Sponsored Events:
• Sustainable Ag Expo
• Bacon & Barrels SLO
• Festival Mozaic—Winter Mezzo & Summer Event
• CowParade SLO—Sponsorship & Event Promotion
• SLO Beer Week
• SLO Film Festival
• SLO Marathon + Half
• SLO Jazz Festival
• Cal Poly Open House
• Roll Out the Barrels
TBID Activities
EVENT SPONSORSHIP MEASUREMENTS
Number of Events Sponsored 13
Estimated Total Number of Event Attendees
Reached through Sponsorship 28,350
Total Sponsorship Investment $ 104,250
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27 SLO TBID Annual Report 2016-17
INDUSTRY RELATIONS
Visit California
The Visit California partnership has been critical in the growth of our brand within the California Tourism
product. San Luis Obispo has received coverage though the marketing activities performed by Visit California
including travel trade, press, and industry outreach. Monthly submissions are uploaded to Visit California
for media outreach, trade contacts, and newsletter content. Additionally the TBID maintains ongoing
coordination to keep City of San Luis Obispo destination page up to date. ShareSLO also participated in Visit
California sponsored Twitter chats. The TBID attended the Visit California Outlook Forum educational event
in the spring.
Central Coast Tourism Council
The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose
marketing efforts accomplish collectively what no single tourism entity can do alone—promote the entire
California Central Coast as a destination and maximize our members’ tourism revenue. The CCTC serves
as the Central Coast’s voice in Sacramento, and partners with California Tourism’s global marketing and
advertising campaigns. The TBID is actively involved in CCTC with the Tourism Manager as the President and
Regional Board Member. In 2016-17, the TBID leveraged the CCTC activities through media and trade leads,
blog and social presence, and travel trade leads.
SLO CAL
The TBID maintains participation with SLO CAL by having two representatives on the Board of Directors and
the Tourism Manager on the Marketing Committee. The TBID Board leverages the partnership with Visit SLO
CAL to promote San Luis Obispo on a national and international level- beyond the local and state reach the
TBID’s marketing plan focus to achieve. The TBID’s participation in Visit SLO CAL also encompasses group
sales, film commission, county-wide public relations, and county-wide special events like Restaurant Month
and Wine Month. In 2016-17, the TBID partnered with Visit SLO CAL an may initiatives including: participation
in IPW, hosting of a China travel trade delegation familiarization visit, Alaska Airlines in-flight magazine
advertising co-op, and Matador Network and BuzzFeed content and video co-ops.
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28 SLO TBID Annual Report 2016-17
2016–17 FINANCIAL STATEMENT
2016-17 Financial Statement
INCOME SOURCE 2016–17
TOT Revenue Assumption (Revised with Supplement)$7,186,000
TBID Assessment (20% of TOT Revenue)$1,437,200
2016–17 Requested Carryover $68,200
2016–17 Fund Balance $153,000
TBID Fund Reserve $100,000
TBID Program Budget $1,658,400
INCOME
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29 SLO TBID Annual Report 2016-17 2016-17 Financial Statement
EXPENDITURE ALLOCATED
Operations/Staffing
Administration Overhead (2% of TBID
Assessment)$28,744
Tourism Manager Salary (.75 FTE)$89,788
Tourism Coordinator Salary (FTE)$102,000
Contracts
Marketing Contract $814,500
Additional Rainy Day Funding $14,000
RaceSLO Arch $5,000
Chamber of Commerce - PR $51,000
Chamber of Commerce - Phone $34,000
Chamber of Commerce - Media Monitor $8,000
Chamber of Commerce - Live Chat $4,000
Chamber of Commerce - Special Promotion
Partnership $8,000
CCTC Black Diamond Co-op $1,200
Partnerships
Cal Poly Athletics $95,500
SLO Wine $17,000
Cal Poly NSTP $20,000
SLO County History Center $6,700
EXPENDITURE ALLOCATED
Events Promotion
General Events Promotion $108,532
Salmondid Restoration Conference $3,000
CowParade Media Hosting $3,000
ROTB 2016 Expenses $150
Bacon & Barrels SLO Expenses $1,000
Tradeshows
Tradeshows & LA/SF/SD Travel Shows & Seattle $35,000
Tourism Conferences $4,000
IPW Co-op $8.125
Tourism Organizations/Research
Central Coast Tourism Council Membership $1,000
Smith Travel Report $1,500
Support/Meetings
Tourism Manager Expenses $4,000
FAM Trip Hosting $10,000
Getaway Winners $2,500
Past Due CP Rooms $1,000
Corragio Group - Strategic Plan Update $8,000
Cal Poly Printing $600
Earmarked Funds for 2017–18 Programs $100,000
Total Allocated Expenditure $1,353,627
EXPENDITURES
*This figure represents the total allocated expenditures.
The difference will be available for carryover to the 2017-18 program budget.
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30 SLO TBID Annual Report 2016-17 Looking Ahead to 2016-17
LOOKING AHEAD TO 2017–18
As the TBID moves into 2017-18, the Board is committed to the continued implementation of the 5-year
Strategic Clarity Plan. In the next fiscal year, the Board will begin to prepare for the development of their next
plan as well. As stated in the marketing plan, BCA and Matchfire will update the SLO TBID Marketing Plan
each fiscal year. It is imperative to acknowledge trends, be observant of growth or decline and make changes
according to the current tourism climate on an ongoing basis. The SLO TBID Marketing Plan coupled with the
SLO TBID Strategic Clarity Plan provides a foundation for building the City of SLO brand and establishing real
tactics for consistently improving tourism in the City of San Luis Obispo.
The highest priority Strategic Clarity Plan initiatives for the 2017–2018 fiscal year are:
• Deliver Smart Growth
-Develop an engaging and comprehensive marketing plan
-Develop a SLO identity for attracting corporate visitors
-Identify, map and prioritize target audiences for marketing and PR
• Develop the SLO Brand
-Clarify and strengthen the SLO (TBID/City) brand platform, including minimization
of brand confusion
-Identify assets and build a unique identity for the City of SLO
• Build Meaningful Partnerships
-Maximize our strategic partnerships at the national, regional, state and local level
-Create a comprehensive Cal Poly/Cuesta partnership plan
• Contribute to an Unforgettable SLO Experience
• Further define and evaluate the need of a loyalty program
• Create a packaged program for “How to do SLO”
• Develop a world-class event
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31 SLO TBID Annual Report 2016-17 Looking Ahead to 2017–18
LOOKING AHEAD TO 2017–18 (CONT .)
The key program activities include:
• Venture into new geographic markets, including Seattle and Denver
• Explore new tradeshow opportunities, including new markets and B2B events
• Develop content specific to tiered markets and target personas
• Enhance video strategy from real-time activations to short form, pillar videos
• Amplify Cal Poly partnerships through the New Student & Transition Programs, Athletics and Parent
Programs
• Leverage expected travel trend of increased “bleisure” travelers to market to business travelers
during mid-week and shoulder season
• Develop email campaign that delivers interest focused content to spur “traveling by passion”
• Develop new creative campaign and assets to inspire travel to SLO
• Build on existing successful seasonal promotions strategy to increase hotel stays in shoulder season
• Utilize effective event strategies from 2016-17, including personalized media buys and creative, to
increase out-of-area event attendance and stays in San Luis Obispo lodging properties
In addition, the TBID is looking forward to growing the district membership, to include new hotel properties
coming into the City of San Luis Obispo.
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32 SLO TBID Annual Report 2016-17 Appendix
APPENDIX
TOT CHART 2016-17
TOT MONTH TO MONTH 2016-17
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33 SLO TBID Annual Report 2016-17 Appendix
OCC MONTH TO MONTH 2016-17
ADR MONTH TO MONTH 2016-17
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34 SLO TBID Annual Report 2016-17 Appendix
REVPAR MONTH TO MONTH 2016-17
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R ______
RESOLUTION NO. XXXX (2017 Series)
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS
OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE
THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT
DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE
ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE
PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR
2017-18
WHEREAS, the Parking and Business Improvement Law of 1989, sections 36500 et seq.
of the Streets and Highways Code, authorizes cities to establish business improvement districts for
several purposes, one of which is promotion of tourism; and
WHEREAS, the lodging businesses within the proposed City of San Luis Obispo Tourism
Business Improvement District had requested the City of San Luis Obispo establish such a self-
assessment improvement district in 2008; and
WHEREAS, the San Luis Obispo Tourism Business Improvement District was established
in July 2008 and incorporated into the Municipal Code under Chapter 12.42; and
WHEREAS, the assessment went into effect on October 1, 2008; and
WHEREAS, the City Council appointed an advisory board to provide oversight, guidance,
and recommendations regarding the use of the assessment funds; and
WHEREAS, the City Municipal Code and the Parking and Business Improvement Law
require the advisory board to prepare and submit an annual report stating proposed changes,
improvements and activities for the fiscal year; and
WHEREAS, notices regarding the approval of the annual report were sent on October 4,
2017 to all assessed properties.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of San Luis
Obispo as follows:
a) That the Tourism Business Improvement District Annual Report for fiscal year 2016-
17 as filed by the advisory body is hereby approved.
b) The San Luis Obispo City Council proposes to continue the established Tourism
Business Improvement District in the City of San Luis Obispo in accordance with City
Municipal Code Chapter 12.42 and the California Streets and Highways Code, sections
36500 et seq. (Parking and Business Improvement Law of 1989).
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Resolution No. _____ (2017 Series) Page 2
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c) The assessment levied by the Tourism Business Improvement District shall be used to
promote lodging at the hotels within the district and administer a marketing program
that increases overnight hotel stays pursuant to the set goals.
d) The assessment will be levied and allocated by the City of San Luis Obispo.
e) The assessment is proposed to be levied on all “hotels”, as that term is defined in San
Luis Obispo Municipal Code section 3.04.020, to wit: any structure, or any portion of
any structure, which is occupied or intended or designed for occupancy by transients
for dwelling, lodging or sleeping purposes, and includes any hotel, inn, tourist home or
house, motel, studio hotel, bachelor hotel, lodging house, rooming house, apartment
house, dormitory, public or private club, mobile home or house trailer at a fixed
location, or other similar structure or portion thereof.
f) The assessment shall be based on two percent (2%) of gross room rent.
g) New hotels shall not be exempt from immediate assessment.
h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42 and the
Parking and Business Improvement Law of 1989, section 36535 of the Streets and
Highways Code, is to allow for comments on the District and proposed assessment, and
is hereby set for 6 P.M., Tuesday, November 7, 2017, before the City Council of San
Luis Obispo at the City Council Chambers at 990 Palm Street, San Luis Obispo,
California.
i) At the public hearing, the testimony of all interested persons for or against the
continuation of the District, the boundaries of the District, or the furnishing of specified
types of improvements or activities will be heard.
j) Any protest against the continuation of the City of San Luis Obispo Tourism Business
Improvement District and the levying of the assessment, or any aspect thereof, may be
made in writing. A protest may be withdrawn at any time before the conclusion of the
public hearing. Any written protest shall contain a description of the business in which
the person signing the protest is not shown on the official records of the City of San
Luis Obispo as the owner of the business, then the protest shall contain or be
accompanied by written evidence that the person is the owner of the authorized
representative of the business. Any protest as to the regularity or evidence of the
proceedings shall be in writing and clearly state the irregularity or defect to the City of
San Luis Obispo at 990 Palm Street, San Luis Obispo, CA 93401.
k) If, at the conclusion of the public hearing, there are of record, written protests by the
owners of businesses within the proposed San Luis Obispo Tourism Business
Improvement District that will pay fifty percent (50%) or more of the total assessments
of the entire San Luis Obispo Tourism Business Improvement District, no further
proceedings to continue the San Luis Obispo Tourism Business Improvement District
shall occur. New proceedings to form the San Luis Obispo Tourism Business
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Resolution No. _____ (2017 Series) Page 3
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Improvement District shall not be undertaken again for a period of at least one (1) year
from the date of the finding. If the majority of written protests are only as to an
improvement or activity proposed, then that type of improvement or activity shall not
be included in the San Luis Obispo Tourism Improvement District.
BE IT FURTHER THEREFORE RESOLVED, the City Clerk is instructed to provide
notice as required by the City Municipal Code Chapter 12.42 and the Parking and Business
Improvement Law of 1989, section 36534, subpart (a)(7) of the Streets and Highways Code, to
wit: the City Clerk shall give notice of the public hearing by causing the resolution of intention to
be published once in a newspaper of general circulation in the City no less than seven days before
the public hearing.
Upon motion of _______________________, seconded by _______________________,
and on the following roll call vote:
AYES:
NOES:
ABSENT:
The foregoing resolution was adopted this _____ day of _____________________ 2017.
____________________________________
Mayor Heidi Harmon
ATTEST:
____________________________________
Carrie Gallagher
City Clerk
APPROVED AS TO FORM:
_____________________________________
J. Christine Dietrick
City Attorney
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Resolution No. _____ (2017 Series) Page 4
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IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the City
of San Luis Obispo, California, this ______ day of ______________, _________.
______________________________
Carrie Gallagher
City Clerk
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 13, 2017 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, September 13, 2017
Tourism Business Improvement District Board
CALL TO ORDER
A Meeting of the Tourism Business Improvement District Board was called to order on
Wednesday, September 13, 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 Pragna Patel-Mueller, Bruce Skidmore, Kimberly Walker (10:01),
LeBren Young-Harris, and Chair Matthew Wilkins
Absent: Board Member Clint Pearce and Vice Chair Nipool Patel
Staff: Tourism Manager Molly Cano, Tourism Coordinator Liesel Kuehl, and Recording
Secretary Kevin Christian
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER
SKIDMORE, CARRIED 4-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of Meeting on Wednesday, August 9, 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
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 13, 2017 Page 2
PRESENTATIONS
1. Marketing Agency Monthly Report
Representatives from BCA + MatchFire reviewed their monthly marketing activities.
Highlights included new metrics on website book-now use, a promotional video
featuring Bubblegum Alley, #shareslo use increases, and a report on the Cal Poly
Parent Program activity with the students moving in this week.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
2. SLO Chamber of Commerce Monthly Report
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, reviewed their Public Relations report for August. Highlights
discussed included coverage in Seattle Magazine, the Mercury News, the East Bay
Times, and A Practical Wedding which had a piece entitled, “23 Best North American
Honeymoon Destinations.”
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 13, 2017 Page 3
BUSINESS ITEMS
1. 2018 SLO Jazz Festival Sponsorship Consideration
Tourism Manager Cano recapped the TBID Board’s funding requirements for the
awarded $10,000 for the 2018 SLO Jazz Festival. Jazz Festival representative Scott
Andrews reviewed the Jazz Festival concerns about the TBID stipulated marketing
requirements, outlined the Festival’s priorities to increase outside attendance, and
expressed their belief that the marketing efforts should drive attendees directly to the
Jazz Festival website in the most streamlined method possible.
Tourism Manager Cano and representatives from BCA + MatchFire reviewed the past
Jazz Festival website traffic and related ticket sales statistics for the Board and
responded to questions. The Board discussed their priorities and the expressed
marketing concerns of the Jazz Festival.
Jazz Festival representative Scott Andrews was informed that there would be no change
in the funding requirement terms.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. 2016-17 TBID Annual Report
Tourism Manger Cano presented an overview of changes and highlights for the draft
FY 2016-17 TBID annual report, played a sizzle real presentation, and informed the
Board that the report would be presented to the City Council on October 17, 2017.
Board member Patel-Mueller requested a spelling change to her name. Board members
Harris and Walker each requested minor changes to the names of their respective
hotels.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WALKER, SECOND BY BOARD MEMBER
SKIDMORE, CARRIED 5-0, to approve the report with the minor changes discussed.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 13, 2017 Page 4
3. Board Member Committee Assignments
Tourism Manager Cano reviewed the management and marketing committee meeting
schedules. The Board discussed their availability, directed staff to make some changes
to meeting dates, and decided on the following sub committee assignments. The new
committee assignments will begin in October 2017.
Management Marketing
Patel-Mueller Young-Harris
Patel Walker
Pearce Skidmore
Public Comments:
None.
------------------
---End of Public Comments---
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 13, 2017 Page 5
4. Property Liaison Assignments
Tourism Manager Cano reviewed the background and purpose of property liaison
assignments. The Board made changes to the assignments to group them geographically
as follows:
2017-18 Board Liaison Property Name
Clint Budget Inn
Clint Homestead Motel
Clint Los Padres Motel
Clint Madonna Inn Inc
Clint San Luis Obispo Travelodge
Clint Villa San Luis Motel
Bruce Royal Oak
Bruce Economy Motel
Bruce Holiday Inn Express
Bruce La Cuesta Inn Llc
Bruce Vagabond
Bruce Embassy Suites
Kimberly Avenue Inn
Kimberly Granada Hotel & Bistro
Kimberly Hostel Obispo
Kimberly San Luis Creek Lodge
Kimberly SLO Brew Lofts
LeBren Motel 6 #1373
LeBren Motel 6 #138
LeBren Rose Garden Inn
LeBren Courtyard By Marriott
LeBren Hampton Inn & Suites
Matt Inn at San Luis Obispo
Matt Sunbeam
Matt Sands Inn & Suites
Matt Super 8 Motel
Matt The Butler Hotel
Matt Petit Soleil
Nipool America's Best Value Inn
Nipool Lamplighter
Nipool Quality Suites San Luis Obispo
Nipool Ramada Olive Tree Inn
Nipool San Luis Inn & Suites
Pragna Lexington Inn
Pragna Apple Farm
Pragna Garden Street Inn Bed & Breakfast
Pragna Heritage Inn
Pragna Peach Tree Inn
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 13, 2017 Page 6
Public Comments:
None.
------------------
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WALKER, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to approve the assignments as discussed.
TBID LIAISON REPORTS &COMMUNICATIONS
1. Hotelier Update
No further discussion at this time.
2. Management Committee Update
Tourism Manager Cano reported on changes to the STR report contract and additional
committee activity.
3. Marketing Committee Update
Tourism Manager Cano reported on MindBody University, upcoming travel show
booth changes, and approval of the 2017-18 Media Plan.
4. Promotional Coordinating Committee (PCC) Update
Tourism Manager Cano reported on the activities of the PCC, specifically covering
approval of the SLO Happening program plan and work on their Strategic Plan.
5. Visit SLO CAL Update
Tourism Manager Cano reported on activities of the Visit SLO CAL Marketing
Committee.
6. Tourism Program Update
Tourism Manager Cano reviewed the following:
• Cal Poly partnership – Move-In weekend at Cal Poly
• Promotional Gift Cards left over from the Rainy Day promotion
• Central Coast Tourism Council
• Short-term rental program and AirBnB compliance
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 13, 2017 Page 7
ADJOURNMENT
The meeting was adjourned at 11:38 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, October 11, 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
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blank.
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THENewspaper of the Central Coast OCT 16 201?
3825 South Higuera • Post Office Box 112 • San Luis Obispo, California 93406-0112 • (805) 781-7800
In The Superior Court of The State of California
In and for the County of San Luis Obispo
AD #3321401
CITY OF SAN LUIS OBISPO
OFFICE OF THE CITY CLERK
STATE OF CALIFORNIA
ss.
County of San Luis Obispo
I am a citizen of the United States and a resident of the
County aforesaid; I am over the age of eighteen and not
interested in the above entitled matter; I am now, and at
all times embraced in the publication herein mentioned
was, the principal clerk of the printers and publishers of
THE TRIBUNE, a newspaper of general Circulation,
printed and published daily at the City of San Luis
Obispo in the above named county and state; that notice
at which the annexed clippings is a true copy, was
published in the above-named newspaper and not in any
supplement thereof — on the following dates to wit;
OCTOBER 7, 2017 that said newspaper was duly and
regularly ascertained and established a newspaper of
general circulation by Decree entered in the Superior
Court of San Luis Obispo County, State of California, on
June 9, 1952, Case #19139 under the Government Code
of the State of California.
I certify (or declare) under the penalty of perjury that the
foregoing is true and correct.
(Sign -e of Principal Clerk)
DATE: OCTOBER 7, 2017
AD COST: $139.20
CMOF
WwMiumomm
SAN LUIS OBISPO CITY COUNCIL
NOTICE OF PUBLIC MEETING
Tho San Luis Obispo City Council invites
all interested persons to attend a public
meeting on Tuesday, October 17, 2017,
at 6.00 p.m. in the City, Hall Council
Chamber, 990 Palm Street, San Luis Obi-
spo. California, relative to the following:
2018.17 A-.NNUAL REPORT Ol Tf i;
TdURI$Pof BUSitim-impRovEmmi
1713TRICT
1. As Recommended by the Tourism Busi-
ness Improvement District (7130), receive
and approve the TBID Boards 2016.17
annual report; and
2. Adopt a resolution of intention to levy
and CcItact assessments within the TB 10.
area in fiscal year 2017-18 at the same
rate as in fiscal year 2016-17.
For more information, you are invi led to
contact Molly Ca no of the City's Adminlsire -
tlon Department at (805) 781-7165 or by
email at mcanpAsioclty_crg
The City Council may also discuss other
hearings or business items before or after
the Items listed above. Reports for this
meeting will be available for review in the
City Clerk's Office and online at www.slo
city o{gon Wednesday, October 11, 2017
Please call the City Clerk's Oliloe at [805]
781-7100 for cobra Information, The City
Council meeting wHl be lelevlsed live on
Charter Cable Channel 20 and live slream-
Ing on www.slocltv.oro.
Carrie Gallagher
City Clerk
City of San Luis Obispo
Qeiober 7, 2017 3321401
City of San Luis Obispo
Tourism Business Improvement
District: FY 2016-17 Annual Report
10/17/2017 Item 9, Staff Presentation
Established in 2008
7-member Advisory Board
2% assessment on lodging properties
“The purpose of forming the district as a business improvement area
under the Parking and Business Improvement Area Law of 1989 is to
provide revenue to defray the costs of services, activities and programs
promoting tourism which will benefit the operators of hotels in the
district through the promotion of scenic, recreational, cultural and other
attractions in the district as a tourist destination.”
10/17/2017 Item 9, Staff Presentation
10/17/2017 Item 9, Staff Presentation
10/17/2017 Item 9, Staff Presentation
2016-17 YEAR BY THE NUMBERS
10/17/2017 Item 9, Staff Presentation
2016-17 Summarized Financials
Anticipated Revenue:$1,437,200
Total Program Budget:$1,658,400*
Unaudited Expenditures $1,353,627
* Includes carryover & fund balance from 2015-16
**The difference will be available for carryover to the 2017-18 program budget.
2016-17 FINANCIAL STATEMENT
10/17/2017 Item 9, Staff Presentation
STRATEGIC PLAN IMPLEMENTATION
10/17/2017 Item 9, Staff Presentation
2016 –17
TBID Accomplishments
10/17/2017 Item 9, Staff Presentation
LOOKING AHEAD TO 2017-18
10/17/2017 Item 9, Staff Presentation
Countywide Tourism Marketing District
(TMD)
•Development & Implementation of the 3 -year Strategic Plan
•Research Programs
•Visitation
•Share of Wallet
•Conference Center Feasibility
•Countywide Brand Development & Implementation
•Air Service Development
•Seattle
•Denver
•Industry Education
•Co-Op programs
10/17/2017 Item 9, Staff Presentation
Recommendation
1. Receive and approve the Tourism Business Improvement
District (TBID) Board’s 2016-17 annual report.
2. Adopt a Resolution entitled “A Resolution of the City
Council of the City of San Luis Obispo, California, declaring its
intention to continue the San Luis Obispo Tourism Business
Improvement District, to continue the basis for and to levy
the assessment for the district, and to set a date for the
public hearing on the district and the assessment for 2017-
18” at the same rate as in fiscal year 2016-17.
(Public Hearing to be scheduled for November 7, 2017)
10/17/2017 Item 9, Staff Presentation