HomeMy WebLinkAbout11-08-2017 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, November 8, 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 October 11, 2017
C.2 2017-18 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 TOT Report
PRESENTATIONS
1. CHAMBER MONTHLY REPORT 10 mins
Representatives from the SLO Chamber will present the report for the public relations activities that
occurred over the past month.
BUSINESS ITEMS
1. VICE CHAIR APPOINTMENT 5 mins
The PCC will appoint a new Vice Chair through March 2018 due to a recent vacancy.
2. FISCAL HEALTH RESPONSE PLAN EXERCISE 20 mins
The PCC will review the potential budget impact and begin the exercise of program prioritization.
3. STRATEGIC PLAN WORK – SLO HAPPENINGS REVIEW 20 mins
The committee will continue to discuss the review of the SLO Happenings program for the
implementation of the strategic plan.
4. 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.
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 October 11, 2017
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on November 3, 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.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 11, 2017 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, October 11, 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, October 11, 2017 at 5:31 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Levi.
ROLL CALL
Present: Committee Members Diana Cozzi, Zoya Dixon, Jill LeMieux, Sasha Palazzo (5:37),
Matthew Wilkins (5:56), and Chair Daniel Levi
Absent: There is one vacant position.
Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
none
CONSENT AGENDA
ACTION: MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (4-0) to approve the Consent Agenda items C1 to C9.
C.1 Minutes of the Meeting on September 13, 2017
C.2 2017-18 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid (GIA) Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 Transit Occupancy Tax (TOT) Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 11, 2017 Page 2
C.8 Minutes of the Special Meeting on September 27, 2017
C.9 Notice of Unscheduled Vacancy
PRESENTATIONS
1. SLO Chamber of Commerce Quarterly Report
This item was heard following Presentation Item 2.
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, and Dusty Colyer-Worth, Visitor Center Manager, reviewed their
Public Relations report for the past quarter. Highlights discussed included visitor center
statistics on customer contacts via email, phone, and in person; events promoted and
visitor demographics; public relations and partnership successes; and capitalizing on
the SLO healthy lifestyle brand.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. SLO Happenings Program Quarterly Promotions Update
This item was heard following Business Item 1 and prior to Presentation Item 1.
Representatives from SOLVE presented the quarterly promotions activity report for the
SLO Happenings program. Highlights included a focus on user experience, app training
for event promoters, app store optimization, as well as site and social media metrics.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 11, 2017 Page 3
BUSINESS ITEMS
1. Fiscal Health Response Plan
This item was heard prior to the Presentation Items.
Economic Development Manager, Lee Johnson presented the City’s approach to the
development of the Fiscal Health Response Plan concerning the CalPERS increased
pension costs. The Committee was informed that they will have the opportunity to give
input at a future meeting for possible solutions to be considered by Council.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. Strategic Plan Work – Grant-In-Aid (GIA) Program Evaluation
The committee reviewed and discussed the GIA survey results and feedback from their
recent GIA applicant forum. Discussion ensued on eliminating items from the grant
contract limitations list and broadening scope to enable applicants to more effectively
take advantage of available funding. Based on this discussion, staff will present an
updated list to the Committee at their next meeting. Additional discussion was held on
the similarities and differences between the GIA and the Events Promotion programs,
on the merits of the sustainability track, and researching the possibility of offering
media marketing sources for applicants.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (6-0) to modify the GIA grant process by removing the
sustainability track, continue to evaluate each application on a competitive basis, and limit each
individual organization to a single application per grant cycle.
ACTION: MOTION BY COMMITTEE MEMBER WILKENS, SECOND BY COMMITTEE
MEMBER LEMIEUX, CARRIED (6-0) to loosen the restrictions for which the grant money
may be used.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 11, 2017 Page 4
3. Strategic Plan Work – SLO Happenings Review
Tourism Manager Cano presented the strategic plan timeline for SLO Happenings. The
committee reviewed their program evaluation questions and directed staff to research
ways to survey users and event organizers via the App, to start the evaluation process.
Also identified as a future meeting discussion item is whether the program should
continue to be promoted/supported by the App or if a website should be considered
instead.
Public Comments:
None.
---End of Public Comments---
No further action was taken on this item.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants In Aid (GIA) Update
Committee Member GIA liaisons reported on recent communications they have had
with their assigned events.
2. TBID Board Report
Tourism Manager Cano reviewed the September 13, 2017 TBID meeting, noting an
appeal by the 2018 SLO Jazz Festival. Committee Member Wilkins reviewed the
October 11, 2017 TBID meeting, highlighting the 360 video demonstration.
3. Tourism Program Update
Tourism Manager Cano reviewed the following:
• Announced that the Tourism Coordinator has resigned and reviewed the process
and timeline for filling the vacated position.
• City Council will hold the annual public hearing review of the TBID program at the
upcoming November 7, 2017 meeting
• LA Magazine Food event on October 15, 2017
• Mustang Family Weekend Oct 20-22
• Fall workshop for CCTC November 1-2
• Hosting Visit Temecula Valley November 8-10
• Sustainable Agriculture Expo. November 13-15
• San Diego Bay Food and Wine event November 18
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 11, 2017 Page 5
ADJOURNMENT
The meeting was adjourned at 8:36 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, November 8, 2017 at 5:30 p.m., in the
Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2017
Community Promotions Budget 2017-18
Budget 2017-18 Amount
Budget 404,688$
2016-17 Encumbrances
Returned Funds (GIA)
Total Budget 404,688$
Expenditure Last Updated 11/3/2017
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ 100,000$ -$ GIA Recipients
Grants-in-Aid Promotional Support Contract 28,000$ 6,999$ 21,001$ Chamber of Commerce
Event Promotion Funding 40,000$ -$ 40,000$ City Administration
SLO Happenings Program - Technology 8,000$ 5,000$ 3,000$ GFL
SLO Happenings Program - Promotion 30,000$ 7,500$ 22,500$ Solve
General Contract Services 5,649$ 375$ 5,274$
Visitors Center 112,600$ 28,149$ 84,451$ Chamber of Commerce
PR Contract 34,000$ 8,499$ 25,501.00$ Chamber of Commerce
Downtown Maps 8,750$ Chamber of Commerce
Support Cost 5,000$ 3,273$ 1,727$ City Administration
Strategic Plan Update 2,500$ Regenerate Group - Encumbered from ED
Administration 32,689$ 32,689$ -$ City Administration
Total 404,688$ 192,484$ 203,454$
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2017
Media/Community Relations
1. Coordinated San Luis Obispo portion of press trip for 2TravelDads.
2. Worked with Santa Barbara Seasons on a piece about San Luis Obispo as a historical
destination.
3. Continued to work with CCTC partners to coordinate FAM for Adventure Travel Trade
Association influencers, writers, photographers and videographers.
4. Worked with LA Times on a piece about San Luis Obispo as a must see Central Coast
stop on your trip north from Los Angeles.
5. Worked with Race SLO to pitch San Luis Obispo as ‘Trial Town USA’ to Trail Runner
Magazine.
6. Worked with Noozhawk, a digital news outlet focused on Santa Barbara on a piece
about San Luis Obispo’s vibrant downtown.
7. Pitched San Luis Obispo as one of the best American Small Towns to Visit on a Road
Trip to Auto Accessories Garage.
8. Pitched the Madonna Inn to the Travel Channel for inclusion in their round up of ‘hotels
that pop with color.’
9. Hosted press trip for Kathy Chin Leong on assignment with Active Over 50 and the New
York Times.
10. Worked with TravelMag.com to feature San Luis Obispo as one of the most charming
towns and small cities in California.
11. Pitched a number of activities in San Luis Obispo to be featured in the CCTC’s holiday
round up.
12. Pitched the following to Visit California for inclusion in their “What’s new in 2018” round
up:
a. Hotel Serra San Luis Obispo
b. The SLO – Hotel San Luis Obispo
13. Pitched the following to Visit California for inclusion in their story ideas pitches to media:
a. De-stress and detox at California spas
i. The Spa at Madonna Inn
ii. SLOCO Massage and Wellness Spa
iii. East Wellbeing and Tea
b. American Sports: Highlighting California
i. Cal Poly Rodeo
ii. San Luis Obispo Blues
c. Extreme Sports
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2017
i. SLO Skate Park
ii. Mountain Biking in SLO – Cerro San Luis
14. Worked with Expedia on a story featuring San Luis Obispo as one of the most tourist
friendly destinations in America.
15. Planned press trip for Allison Williams with Seattle Met for her article featuring the City
of SLO as a new, convenient destination.
16. Continued to work with Mindbody to coordinate pitches and identify opportunities to
work together when positioning San Luis Obispo as a health and wellness destination.
17. Worked with Amex Essentials to feature San Luis Obispo as a destination feature for
their site.
18. Hosted press trip for Portia Smith, a blogger/influencer based in Seattle.
19. 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
October 2017
Media Placements
1. These Are the Happiest Cities in the United States
National Geographic Explorer and best-selling author Dan Buettner searched for the
happiest Americans and San Luis Obispo came in at the #5 spot where they are likely to
live. The story was picked up by more than 65 additional outlets including the Today
Show.
Circulation/Audience: 3,066,534
Unique Visitors Per Month: 26,084,862
https://www.nationalgeographic.com/travel/destinations/north-america/united-
states/happiest-cities-united-states-2017/
Unique Visitors Per Month: 23,920,536
https://www.today.com/health/happiest-cities-us-national-geographic-index-t117616
2. 10 Cities That Can Survive an Apocalypse
Realtor.com researchers analyzed the 200 largest U.S. metros to identify the cities with
the best chances of surviving a nuclear apocalypse and San Luis Obispo came in at #8.
Circulation/Audience: 1,144,216
Unique Visitors Per Month: 20,050
http://realtormag.realtor.org/daily-news/2017/10/30/10-cities-can-survive-apocalypse
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2017
3. Road Trip: San Francisco to San Luis Obispo, California
Coastal Living breaks down the trip between Seattle to San Diego and part five
included an overnight stop in San Luis Obispo.
Circulation/Audience: 657,215
Unique Visitors Per Month: 863,102
https://www.coastalliving.com/travel/california/san-francisco-luis-obispo-california-road-
trip
4. 18 Great California Fall Trips
Sunset Magazine features harvest in Edna Valley and San Luis Obispo in their round
up of best fall trips. The article was featured online and in their October email to
subscribers.
Unique Visitors Per Month: 2,097,882
http://www.sunset.com/travel/california/fall-california-trips
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2017
5. Top 15 Secret Wine Country Escapes
The same newsletter also featured SLO wine country as one of Sunset Magazine’s
picks for secret wine country escapes.
Unique Visitors Per Month: 2,097,882
http://www.sunset.com/travel/california/fall-california-trips
6. The Essential Road Trip Itinerary for California’s Highway 1
Vogue Magazine encourages readers to stop in San Luis Obispo for seasonal
ingredients and light healthy dishes at Thomas Hill Organic Kitchen before driving on to
LA.
Circulation/Audience: 1,222,069
Unique Visitors Per Month: 6,599,310
https://www.smartmeetings.com/destinations/102875/californias-central-coast-open-
business
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2017
7. 21 FAMILY-FRIENDLY THINGS TO DO IN SAN LUIS OBISPO
Seattle blogger/influencer Portia Smith talks about her time in SLO, including the
convenient new flight, in her family’s trip to SLO. She also shared their experiences in
real time to her thousands of social media followers.
Unique Visitors Per Month: 6,599,310
http://www.obsessedbyportia.com/21-family-friendly-things-to-do-in-san-luis-obispo/
8. 16 Most tourist-friendly cities in the U.S.
Expedia Viewfinder names SLO one of the most tourist friendly places in the U.S.
saying “Though California is tolerant and laidback, some of its bigger cities can be
difficult to navigate and in too much of a hurry to be much help to a curious tourist. One
of the friendliest cities in the U.S., SLO embodies just the opposite.”
Unique Visitors Per Month: 3,613,559
https://viewfinder.expedia.com/features/16-tourist-friendly-cities-u-s/
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2017
9. San Luis Obispo, California: SLO Cal at its best
2TravelDads take readers along with their family on a trip from Santa Maria to Cambria
with a multiday stop in SLO. They also shared their trip in real time with more than 50k
followers.
Unique Visitors Per Month: 20,000
http://www.travelmag.com/articles/most-charming-small-cities-california/
10. California’s Central Coast is Open for Business
Smart Meetings included Madonna Inn and Embassy Suites in their list of major
meeting venues and gives a shout out to incoming hotels that will supercharge SLO’s
appeal for meeting planners.
Circulation/Audience: 44,000
Unique Visitors Per Month: 53,815
https://www.smartmeetings.com/destinations/102875/californias-central-coast-open-
business
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2017
11. The world's weirdest tourist attractions
Bubblegum Alley continues its streak as one of the most unusual attractions garnering
international attention, this time from UK based The Week.
Unique Visitors Per Month: 1,285,957
http://www.theweek.co.uk/88809/the-worlds-weirdest-tourist-attractions
12. THE 20 MOST CHARMING TOWNS AND SMALL CITIES IN CALIFORNIA
TravelMag names San Luis Obispo one of the most charming towns citing the
“congenial, community vibe and bounty of hiking and biking trails, wineries, micro-
breweries and famed farmers’ markets.”
Unique Visitors Per Month: 10,965
http://www.travelmag.com/articles/most-charming-small-cities-california/
Grants-in-Aid Marketing Support October 2017 Report
Organization Event VC PR SM EC MTG ST PC
Associated Quilt Guilds of the Central Coast
(AQGCC)Seven Sisters Quilt Show X
Cal Poly Corporation (for Cal Poly Arts)
Cal Poly Arts "Masters of American
Music" Series X X X X
Canzona Women's Ensemble
Canzona Women's Ensemble
Concerts X X
Central Coast Shakespeare Festival Shakespeare Under the Stars X X X
Cuesta College Foundation Friends of the CPAC 7th Annual Gala X X X
Foundation for San Luis Obispo County
Public Libraries
Library Foundation Book & Author
Series X X X
History Revisited Central Coast Renaissance Festival X X
Opera San Luis Obispo
Madama Butterfly: A Citywide Arts
Collaboration X X X X
Orchestra Novo Labor Day Weekend Pops Concert X X X X X
Performing Arts Center, San Luis Obispo Family Day at the PAC
San Luis Obispo Classical Academy An Evening of Story with Jim Wiess
San Luis Obispo Little Theatre
Introducing the San Luis Obispo
Repertory Theatre X X X X
San Luis Obispo Railroad Museum
Central Coast Railroad Festival and Elf
Express X X X
San Luis Obispo Soccer Club SLO Summer Classic - Girls Edition X
San Luis Obispo Soccer Club SLO Junior's Classic
San Luis Obispo Vocal Arts Ensemble 2017-2018 Season X X
SLO Downtown Association 42nd Annual Holiday Parade X
SLO Downtown Association Santa's House (25th Anniversary)X X
SLO Downtown Association 22nd Annual Concerts in the Plaza X X X
The Monday Clubhouse Conservancy Becoming Julia Morgan X X X X
United Way & Rotaract Flavors of SLO 2018
Black is current month, gray is past work
21 Total; 17 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
October 2017
Visitor Interaction
October
2016
September
2017
October
2017
Walk-ins 6,896 6,057 6,918
Farmers’ Market* 500 1,000 n/a
Phone calls 438 566 524
Emails 522 482 537
*estimate without people counter
Visitor Center Highlights
Distributed GIA recipient materials to SLO hotel properties.
Represented SLO at the LA Magazine Food & Wine show.
Representation with a booth on campus at the Cal Poly Family Weekend event.
Participated in the DowntownSLO Trick or Treat event.
Demographic Snapshot
International travelers 688
Asia 1%
Africa 0%
Europe 35%
Australia/New Zealand 17%
United Kingdom 37%
North America 8%
South America 2%
Domestic travelers
(outside of CA.)
664
West 7%
West Coast 31%
East Coast 25%
Southw est 15%
Midw est 17%
South 5%
California travelers 1,980
Northern CA 29%
Southern CA 24%
Central Coast 40%
Central Valley 6%
Desert 1%
Calendar of Events
October
2017
November
2017
Events in calendar 265 173
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: October 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 Q2 efforts continue our proven efforts optimizing the user and app store experience, a strong focus on curation and editing,
keeping the flow of events coming in from promoters and planners and sound social media engagement. We regularly remind the community to
download/use the app. The social community engagement connects an additional information portal to those who are not yet aware of the app, for
updates, and for those who simply rely on Facebook for their social interactions. In addition, our team has been diligent on addressing numerous
development issues and the new iOS app store video will be released in November!
MEDIA / ADVERTISING
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
• Number of App Downloads: 137 (-1,795/-93%)
• Number of Users: 1,904 (+15 / +1%)
• Number of App Sessions: 3,351 (-30/ -1%)
• Number of Submission Users: 110 (+14 / +14.58%)
• Number of Submission Sessions: 250 (+20 / +8.70%)
• Number of SLO Happening Splash Page clicks: 23,862 (+46 / +0.2%)
• Number of Add Event Page clicks: 231 (+8 / +.3.6%)
• Number of Events Entered / Edited / Posted: 170
• Contest / Emails / Survey Entries n/a
Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Budget
Engagement / Awareness / Clicks to Website 3,586 5,166 1,660 1.37 $39.12
SOCIAL CHANNELS
SOLVE manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline and digital
app contests, connect and engage with the community users and event planners, optimize the media campaigns and deliver provide
quick response monitoring -- incrementally growing all digital channels and user data.
FACEBOOK September 2017 October 2017 +/-
Likes 22,113 22,096 -17
Followers 21,680 21,765 +85
Video Views 1,958 2,242 +284
TWITTER September 2017 October 2017 +/-
Tweets 1,486 1,492 +6
Following 2,822 2,877 +55
Followers 2,761 2,770 +9
INSTAGRAM September 2017 October 2017 +/-
Posts 229 232 +3
Followers 3,586 3,607 +21
Following 2,244 2,262 +18
YOUTUBE September 2017 October 2017 +/-
Views 21 30 +9
TOT Comparison
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 878,786$ 0.2%84.7 84.9 0.3 174.75 174.02 -0.4 148 147.82 -0.1
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 733,970$ -4.1%82.5 76.6 -7.2 155.56 157.94 1.5 128.38 121.01 -5.7
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 681,785$ 4.9%74.8 74.7 -0.02 151.1 158.01 4.6 113.08 118 4.4
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 72.9 146.18 106.51
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 66.5 133.3 88.61
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 58.9 123.17 72.52
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 56.4 115.69 65.3
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 61.7 128.71 79.36
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 69.1 130.03 89.91
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 80.4 149.96 120.56
May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 72 147.7 106.33
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 79 164.33 129.9
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 2,294,542$ 71.58 143.37 104.04
*Sept TOT totals missing 3 hotels and 7 homestays
Occupancy ADR RevPAR
Figures from Smith Travel Research report
Organization Event(s)Event Dates
2017-18 Funding
Amount Comments & Funding Requirements
Liaison
Assignment
1 San Luis Obispo Railroad Museum
Central Coast Railroad
Festival and Elf Express
October 7-15, 2017;
December 2, 2017 $5,000.00
2nd year of the sustainably track. Funding to be used
toward the media plan as presented on the
application. Dan
2 SLO Downtown Association 42nd Annual Holiday Parade December 1, 2017 $2,500.00
Funding to be used toward the media plan as
presented on the application. Dan
3 SLO Downtown Association
Santa's House (25th
Anniversary!)
Friday, November 24th -
Sunday, December 24th 2017 $4,000.00
Anniversary year for the event. Funding to be used
toward the media plan as presented on the
application. Dan
4 SLO Downtown Association
22nd Annual Concerts in the
Plaza
Fridays, June 9th - September
8th, 2017 $2,500.00
Funding to be used toward the media plan as
presented on the application. Dan
5 Orchestra Novo
Labor Day Weekend Pops
Concert September 3, 2017 $4,000.00
Funding to be used toward the media plan as
presented on the application. Diana
6
San Luis Obispo Vocal Arts
Ensemble 2017-2018 Season
December 2017, April 2018,
June 2018 $3,500.00
Starting sustainably track. Funding to be used toward
the media plan as presented on the application.
Committee Note: It was recognized by the committee
that the event reduced ask on their own to adhere to
the sustainability track. Thank you! Diana
7
Associated Quilt Guilds of the
Central Coast (AQGCC)Seven Sisters Quilt Show June 23 & 24, 2018 $4,300.00
Starting sustainably track. Funding to be used toward
the overall media plan as presented on the
application. Jill
8 Cuesta College Foundation
Friends of the CPAC 7th
Annual Gala November 12, 2017 $5,000.00
Funding to be used toward the overall media plan as
presented on the application.
Committee Note: sold out event in 16/17, committee
encourages the event to look for ways to expand
participation. Jill
9 San Luis Obispo Classical Academy
An Evening of Story with Jim
Wiess January 12, 2018 $6,000.00
Funding to be used toward the media plan as
presented on the application. Jill
10 History Revisited
Central Coast Renaissance
Festival July 15-16, 2017 $8,000.00
Funding to be used toward the media plan as
presented on the application. Matt
13 San Luis Obispo Soccer Club
SLO Summer Classic - Girls
Edition August 4-6, 2017 $2,000.00
Funding to be used toward the media plan as
presented on the application.
Committee Note: Based on the similarity of the event
and target outreach, the committee suggests
combining the advertising for both Aug tournament.
Grant funding should be used to promote both
tournaments. Matt
14 San Luis Obispo Soccer Club SLO Junior's Classic April 6-8, 2018 $2,000.00
Funding to be used toward the media plan as
presented on the application.Matt
15
Cal Poly Corporation (for Cal Poly
Arts)
Cal Poly Arts "Masters of
American Music" Series
(2017-2018)
September 22, 2017; January
16, 2018; February 26, 2018;
+ 2 additional dates TBD $10,000.00
Funding to be used toward the media plan as
presented on the application. Grant funding is to be
divided to $2k per show. Sasha
16
Performing Arts Center, San Luis
Obispo Family Day at the PAC April 14, 2018 $3,000.00
Funding to be used toward the media plan as
presented on the application. Sasha
18 United Way & Rotaract Flavors of SLO 2018 May 5-6, 2018 $7,775.00
Anniversary year for the event. Funding to be used
toward the media plan as presented on the
application with the exception of the allocation for
GoDaddy expenses and Thank You ad. Funding may
not to be used for GoDaddy expenses and Thank You
ad. Sasha
20 Central Coast Shakespeare Festival Shakespeare Under the Stars
July 13, 2017 - August 6,
2017 $8,000.00
Funding to be used toward the media plan as
presented on the application with the exception of
the allocation for consultant services. Funding may
not to be used for consultant services. Tish
21 Opera San Luis Obispo
Madam Butterfly: A Citywide
Arts Collaboration October 14-15, 2017 $4,000.00
2nd year of the sustainably track. Funding to be used
toward the media plan as presented on the
application. Tish
22 San Luis Obispo Little Theatre
Introducing the San Luis
Obispo Repertory Theatre July 1, 2017 - June 30, 2018 $7,000.00
Funding to be used toward the media plan as
presented on the application. Tish
23 Canzona Women's Ensemble
Canzona Women's Ensemble
Concerts
November 5, 2017, March 4,
2018 $3,925.00
Starting sustainably track. Funding to be used toward
the media plan as presented on the application with
the exception of the allocation for constant contact
service. Funding may not to be used for constant
contact service fee. Zoya
24
Foundation for San Luis Obispo
County Public Libraries
Library Foundation Book &
Author Series (2017-2018)
September 30, 2017; April
15, 2018; TBD $6,000.00
Funding to be used toward the media plan as
presented on the application. Zoya
25
The Monday Clubhouse
Conservancy Becoming Julia Morgan October 6-8, 2017 $1,500.00
Funding to be used toward the media plan ($1000) &
programs only ($500). Zoya
Total $100,000.00
$0.00
DRAFT Minutes – Tourism Business Improvement District Board Meeting of October 11, 2017 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, October 11, 2017
Tourism Business Improvement District Board
CALL TO ORDER
A Meeting of the Tourism Business Improvement District Board was called to order on
Wednesday, October 11, 2017 at 10:01 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, Bruce Skidmore, Kimberly Walker (10:01), LeBren
Young-Harris, Vice Chair Nipool Patel and Chair Matthew Wilkins
Absent: Board Member Pragna Patel-Mueller
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 VICE CHAIR PATEL, SECOND BY BOARD MEMBER HARRIS,
CARRIED 6-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of Meeting on Wednesday, September 13, 2017
C2. Smith Travel Report
C3. Chamber Public Relations Report
C4. BCA + Matchfire Marketing Report
C5. Chamber Guest Services Report
C6. Transit Occupancy Tax (TOT) Report
DRAFT Minutes – Tourism Business Improvement District Board Meeting of October 11, 2017 Page 2
PRESENTATIONS
1. Marketing Agency Quarterly Report
Representatives from BCA + MatchFire briefly reviewed current activity, highlighting
additional work on backlink outreach, the 360 degree videos, “SLO Discovery
Weekend” planning, and a renewed TripAdvisor contract. Past quarter highlights also
included website content updates, site and social media metrics, and partnership
projects.
Responding to board questions, a brief discussion ensued concerning the “Sip in SLO”
promotion with Board partner, SLO Wine.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
2. SLO Chamber of Commerce Quarterly Report
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, and Dusty Colyer-Worth, Visitor Center Manager reviewed their
Public Relations report for the past quarter. Highlights discussed included visitor center
statistics on customer contacts via email, phone, and in person; events promoted and
visitor demographics; public relations and partnership successes; and capitalizing on
the SLO healthy lifestyle brand.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of October 11, 2017 Page 3
BUSINESS ITEMS
1. Fiscal Health Response Plan
Economic Development Manager, Lee Johnson presented the City’s approach to the
development of the Fiscal Health Response Plan concerning the CalPERS increased
pension costs. The Board was informed that they will have the opportunity to give input
at future meetings towards solutions to be considered by Council.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. 2017-19 Tourism Marketing Campaign Presentation
Representatives from BCA + MatchFire presented the final campaign elements for the
2017-19 tourism marketing campaign titled “Be Here” and responded to Board
questions. The Board participated in a demonstration of the 360 degree video and
discussed the potential marketing impact.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
TBID LIAISON REPORTS &COMMUNICATIONS
1. Hotelier Update
Board Member Walker reviewed a website ADA related lawsuit she is experiencing,
and noted that the topic should be communicated to TBID members.
2. Management Committee Update
Tourism Manager Cano reported on the Management Committee meeting of October 3,
2017.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of October 11, 2017 Page 4
3. Marketing Committee Update
Marketing Committee members and Tourism Manager Cano reported on the Marketing
Committee meeting of September 19, 2017, reviewing a discussion on the TBID room-
block request policy.
4. Promotional Coordinating Committee (PCC) Update
Chair Wilkins reported on the activities of the PCC, specifically reviewing outreach to
Grants-In-Aide (GIA) applicants via a recent forum.
5. Visit Slocal Update
Board Member Pearce reported on activities of the Visit Slocal Marketing Committee,
highlighting an agreement made with airbnb.
6. Tourism Program Update
Tourism Manager Cano reviewed the following:
• Contract with Host Compliance to enforce compliance short term rental agreements
• Reviewed the process and timeline for filling the Tourism Coordinator position.
• City Council will hold the annual public hearing review of the TBID program at the
upcoming November 7, 2017 meeting
• LA Magazine Food event on October 15, 2017
• Mustang Family Weekend Oct 20-22
• Fall workshop for CCTC November 1-2
• Hosting Visit Temecula Valley November 8-10
• Sustainable Agriculture Expo. November 13-15
• San Diego Bay Food and Wine event November 18
ADJOURNMENT
The meeting was adjourned at 12:02 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, November 8, 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