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Home My WebLink About12-13-2017 TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business ImprovementDistrictBoard Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. Wednesday, December 13, 2017 10:00 A.M. City Hall- Council Hearing Room CALL TO ORDER: Chair Matthew Wilkins PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the agenda. Public comment for each agenda item will be called for separately and is also limited to 2 minutes per speaker. State law does not allow the board to discuss or take action on issues not on the agenda, except that members of the board may briefly respond to statements made or questions posed by the person giving public comment. Staff may be directed by the board to follow-up on such items and/or place them on the next board agenda. CONSENT ITEMS C.1 Minutes of Meeting on Wednesday, November 8, 2017 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 BCA + Matchfire Marketing Report C.5 Chamber Guest Services Report C.6 TOT Report PRESENTATIONS 1. MARKETING AGENCY MONTHLY REPORT 10 mins Representatives from BCA + Matchfire will present the report for the marketing activities over the past month for the SLO TBID. 2. CHAMBER MONTHLY REPORT 10 mins Representatives from the SLO Chamber will present the report for the public relations activities over the past month for the SLO TBID. BUSINESS ITEMS Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of public testimony. 1. HOMESTAY PROGRAM UPDATE 15 mins Xzandrea Fowler, Deputy Director Community Development, will update the TBID on the homestay program activity. 2. 2018 TRADESHOW DELEGATION SELECTION 10 mins The Board will complete the selection of the delegates to represent the TBID at the upcoming tradeshows in 2018. 3. MARKETING COMMITTEE RECCOMDATIONS 10 mins The Marketing Committee will present the recommendation for TBID participation in the Visit SLO CAL SAVOR on the Road experience at the Taste of Washington event in March 2018. TBID LIAISON REPORTS & COMMUNICATION At this time board members make announcements, report on activities, refer to staff issues for study and report back to the board at a subsequent meeting. 1. HOTELIER UPDATE – Liaison Reports 2. MANAGEMENT COMMITTEE UPDATE – Minutes: December 6, 2017 3. MARKETING COMMITTEE UPDATE – Minutes: December 7, 2017 4. PCC UPDATE –Minutes: November 8, 2017 5. VISIT SLOCAL UPDATE – Liaison Reports; October Activity Report 6. TOURISM PROGRAM UPDATE – Staff Report ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on December 8, 2017, by 5:00 p.m., a true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet access to agendas and related material is available at www.slocity.org. DRAFT Minutes – Tourism Business Improvement District Board Meeting of November 8, 2017 Page 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, November 8, 2017 Tourism Business Improvement District Board CALL TO ORDER A Meeting of the Tourism Business Improvement District Board was called to order on Wednesday, November 8, 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, Clint Pearce, Bruce Skidmore, Kimberly Walker, LeBren Young-Harris, Vice Chair Nipool Patel and Chair Matthew Wilkins Absent: None. Staff: Tourism Manager Molly Cano, Tourism Coordinator Liesel Kuehl, and Deputy City Clerk Heather Goodwin PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Bettina Swigger CONSENT AGENDA ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER PEARCE, CARRIED 7-0, to approve the Consent Calendar Items C1 through C6. C1. Minutes of Meeting on Wednesday, October 11, 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 November 8, 2017 Page 2 PRESENTATIONS 1. Marketing Agency Monthly Report Representatives from BCA + MatchFire briefly reviewed their current marketing activities for the month of October, highlighting the “Be Here Campaign Roll Out,” “Rainy Day Promotion,” enhanced website content updates, site and social media metrics and partnership projects. Responded to Board Member inquires. 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 the past month. Highlights included coverage in National Geographic, Coastal Living, Sunset Magazine, Expedia Viewfinder, and Realtor.com. Responded to Board Member inquires. Public Comments: None. ---End of Public Comments--- No action was taken on this item. DRAFT Minutes – Tourism Business Improvement District Board Meeting of November 8, 2017 Page 3 BUSINESS ITEMS 1. Tradeshow Delegation Tourism Manager Cano outlined the process for the delegates representing the TBID at the upcoming 2018 tradeshows. Explained the specifications and approach to partner outreach. Staff responded to Board Member inquires. Board discussed the creation of a cancellation fee for properties who fail to attend the shows after they have committed. Staff will crate a draft agreement and cancellation fee terms for discussion with the Management Committee. Staff will open the lottery entry for travel show participation. Board will make the selection at the December meeting. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER PATEL-MULLER, SECOND BY BOARD MEMBER SKIDMORE, CARRIED 7-0, to direct staff to reach out to TBID properties for interest in participation in both 2018 Travel & Adventures shows. 2. Fiscal Health Response Plan Input Tourism Manager Cano discussed the input from the Marketing and Management committees communications regarding the Fiscal Health Response Plan. Responded to Board Member inquires. Board input urged the council to not support an increase in the transient occupancy tax (TOT). An increase in the TOT would have a direct impact on the lodging industry and the occupancy rates in the city of San Luis Obispo. It would increase the total cost of a stay in the city and put hoteliers at a further disadvantage compared to short-term rentals, especially those operating illegally. With the increase of minimum wage as well as other economic factors, now is not the proper time to put more strain on the hotel properties. Although an increase in the TOT may appear minor, it would contribute to the total cost of a stay in San Luis Obispo and deter visitors from hotels and possibly the city as whole. Board noted that TOT should not be the solution to help increase city revenues as it does not address the problems at its core. Regarding the code enforcement on short-term rental in the city, the TBID Board encourages council to focus on proper enforcements on homestays and short-term rentals. Not only do illegal operators not collect the transient occupancy tax, but they are impacting hoteliers in the process. There should also be proper code enforcement regarding commercial use property regulation and policies as well as operating with the proper business license and permits. The total cost of staying at an illegal short-term rental is much lower because they are not charging the proper taxes to contribute to the city revenue. This lower total cost is unfairly competing with hotel properties and decreasing occupancy. DRAFT Minutes – Tourism Business Improvement District Board Meeting of November 8, 2017 Page 4 Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER WALKER, SECOND BY BOARD MEMBER SKIDMORE, CARRIED 7-0, for the Board Chair to submit a formal letter to the City Council on behalf of the TBID to include the following: 1) encourage the City Council to support the Code Enforcement Priorities for homestay properties in the City and 2) urge the City Council to not increase Transit Occupancy Tax (TOT) and include proper enforcement on illegal operators. 3. 2018 Rainy Day Promotion The Marketing committee shared the program plan for the 2018 Rainy Day campaign for the Board’s review and approval. Responded to Board Member inquires. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER PATEL-MULLER, SECOND BY BOARD MEMBER PATEL, CARRIED 7-0, to offer $100 cash and a customized bill holder to hotel guests booking a 2-night stay minimum in the City of San Luis Obispo during the 2018 Rainy Day promotional period (January 1, 2018 through March 23, 2018). TBID LIAISON REPORTS &COMMUNICATIONS 1. Hotelier Update Board Members Skidmore and Walker provided hotel updates. 2. Management Committee Update Board Member Pearce and Tourism Manager Cano reported on the recent Management Committee; highlights included the new star reports. 3. Marketing Committee Update Board Member Walker reported on the 2018 Rainy Day Promotion. 4. Promotional Coordinating Committee (PCC) Update DRAFT Minutes – Tourism Business Improvement District Board Meeting of November 8, 2017 Page 5 Chair Wilkins reported on the activities of the PCC. 5. Visit SLO CAL Update Board Member Pearce reported on activities of the Visit SLO CAL Marketing Committee Meeting. 6. Tourism Program Update Tourism Manager Cano reviewed the following: • Tourism Coordinator recruitment • Tourism Intern Berlin Lopez work schedule • TBID Annual Report to City Council on October 17, 2017 • TBID Public Hearing to City Council on November 7, 2017 • Central Coast Tourism Council • Visit with Temecula Valley destination trip • Management Committee Meeting – December 7th – 10:00 am • Marketing Committee Meeting – December 6th – 10:30 am • TBID Board Meeting – December 13th 10:00 am • Board Member Young-Harris on maternity leave ADJOURNMENT The meeting was adjourned at 11:42 a.m. The next Regular meeting of the Tourism Business Improvement District Board is scheduled for Wednesday, December 13, 2017 at 10:00 a.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/2017 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 57.2 83.9 64.9 108.01 160.65 127.47 61.81 134.84 82.68 -5.7 -0.4 -3.8 -2.0 -3.0 -2.0 -7.7 -3.4 -5.7 City of Pismo Beach 51.5 74.6 58.3 120.32 175.77 141.11 62.02 131.14 82.27 0.1 -12.3 -4.6 1.8 -3.8 -1.9 1.8 -15.6 -6.4 City of San Luis Obispo 55.0 81.6 62.6 113.34 160.49 130.90 62.35 131.00 81.97 -1.3 -7.2 -3.6 7.3 0.0 3.2 5.9 -7.2 -0.5 Economy 48.3 75.7 56.1 80.05 115.67 93.77 38.68 87.56 52.64 -0.2 -10.0 -4.2 2.9 -1.0 0.0 2.7 -10.8 -4.2 Midscale 41.5 81.1 52.8 97.68 143.64 117.85 40.51 116.49 62.22 -10.1 -4.6 -7.8 0.5 -4.7 -1.7 -9.6 -9.1 -9.4 Upscale 64.1 84.9 70.0 130.64 188.00 150.52 83.71 159.69 105.42 1.0 -6.8 -1.9 9.5 1.5 5.0 10.6 -5.4 3.0 Week of November 5 - 11 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 74.8 91.8 79.7 113.59 171.94 132.81 84.93 157.91 105.79 9.5 -3.1 5.0 3.7 3.7 2.5 13.5 0.5 7.6 City of Pismo Beach 56.8 90.8 66.5 123.88 194.17 151.29 70.40 176.37 100.68 2.9 -1.6 1.1 3.1 3.3 2.7 6.1 1.7 3.8 City of San Luis Obispo 63.1 92.8 71.6 119.62 166.32 136.91 75.53 154.40 98.06 1.8 0.1 1.1 8.0 6.2 7.1 9.9 6.3 8.3 Economy 54.1 89.0 64.1 83.66 123.52 99.48 45.27 109.98 63.76 1.4 -2.7 -0.3 6.6 5.3 5.5 8.1 2.4 5.2 Midscale Upscale 73.0 95.3 79.4 138.79 192.50 157.21 101.34 183.49 124.81 2.8 0.4 2.0 12.1 5.7 9.0 15.2 6.1 11.2 Week of 12 - 18 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 64.9 77.8 68.6 107.80 144.90 119.83 69.92 112.77 82.16 0.4 0.6 0.5 -1.4 0.9 -0.5 -1.0 1.5 -0.1 City of Pismo Beach 54.6 70.2 59.0 119.36 170.17 136.63 65.13 119.45 80.65 1.5 -3.8 -0.4 3.8 6.8 4.6 5.4 2.8 4.3 City of San Luis Obispo 63.3 72.2 65.8 118.06 143.07 125.89 74.72 103.33 82.90 4.9 3.0 4.3 10.1 5.0 8.1 15.5 8.2 12.8 Economy 52.4 66.4 56.4 83.18 106.66 91.09 43.55 70.83 51.34 2.8 -0.4 1.7 7.1 6.0 6.5 10.1 5.6 8.3 Midscale 50.2 63.0 53.8 96.93 115.50 103.14 48.62 72.74 55.51 -4.5 -1.4 -3.5 -4.1 -10.5 -6.4 -8.5 -11.7 -9.7 Upscale 74.4 79.1 75.7 136.74 168.08 146.09 101.76 132.89 110.65 8.8 6.2 8.0 13.3 8.1 11.4 23.3 14.8 20.2 Week of November 19 - 25 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 68.4 83.8 72.8 121.56 164.86 135.80 83.19 138.20 98.90 4.6 9.7 6.2 -2.2 -0.3 -1.1 2.3 9.4 5.0 City of Pismo Beach 69.8 84.4 73.9 157.47 201.69 171.88 109.88 170.15 127.10 0.7 7.4 2.8 3.5 5.9 4.7 4.2 13.7 7.7 City of San Luis Obispo 63.1 75.6 66.7 131.07 162.74 141.33 82.76 123.10 94.29 -3.5 -2.9 -3.3 4.9 6.2 5.4 1.2 3.1 1.9 Economy 54.7 72.5 59.8 100.13 125.95 109.07 54.77 91.26 65.20 -2.7 -2.2 -2.5 4.5 5.9 5.1 1.7 3.5 2.4 Midscale 52.8 71.0 58.0 106.18 130.53 114.70 56.01 92.71 66.50 -3.1 0.3 -1.9 -3.5 -2.9 -3.1 -6.5 -2.6 -5.0 Upscale 71.8 79.2 73.9 150.90 192.21 163.55 108.39 152.23 120.92 -3.9 -4.3 -4.0 7.1 9.3 7.8 2.9 4.6 3.5 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 54.0 64.0 56.9 105.34 137.55 115.69 56.91 88.05 65.81 4.9 4.3 4.7 1.9 11.2 5.2 6.9 16.0 10.2 City of Pismo Beach 41.6 55.2 45.5 111.00 138.63 120.58 46.19 76.51 54.85 8.3 -3.0 4.1 4.5 1.7 2.7 13.2 -1.3 6.9 City of San Luis Obispo 49.2 55.9 51.1 110.31 134.08 117.73 54.29 74.94 60.19 2.7 -8.3 -1.0 10.8 9.4 9.7 13.8 0.3 8.6 Economy 39.4 51.0 42.7 78.94 95.33 84.53 31.13 48.58 36.12 -2.1 -4.3 -2.9 8.0 5.3 6.8 5.7 0.8 3.8 Midscale 37.1 47.5 40.1 91.69 115.54 99.76 34.05 54.93 40.01 -2.5 -4.7 -3.2 2.8 7.2 4.4 0.3 2.1 1.0 Upscale 59.3 61.9 60.0 126.01 156.64 135.03 74.73 96.94 81.07 5.9 -11.0 0.3 12.2 12.1 11.2 18.8 -0.2 11.6 Week of November 26 - December 2 Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Week of October 29 - November 4 Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR Report to City of SLO – TBID and PCC Public Relations Contract November 2017 Media/Community Relations 1. Worked with AmEx Essentials on a story about the top things to see, do and experience in San Luis Obispo. 2. 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. 3. Worked with Denver Life Magazine on an upcoming article about San Luis Obispo. 4. Continued working with Seattle Met on an article featuring the City of SLO as a new, convenient destination. 5. Began planning press trip for Bri Grajkowski, creative director with BriGeeski.com. 6. Continued working with Kathy Chin Leong for her article with Active Over 50. 7. Began working on destination portion of a press trip for blogger and influencer Mary Lansing. 8. Pitched SLO as one of the most instagrammable destinations to Smart Meetings Magazine. 9. Pitched the following to Visit California for inclusion in their story ideas pitches to media: a. Celebrity Travel Favorites i. Madonna Inn b. Guys' Weekend Getaways i. Adventure weekend in SLO ii. Hop on Beer Tours iii. Barrelhouse San Luis Obispo Taproom and Barber Shop c. California Pop Culture i. Lady Antebellum’s “Heart Break Hotel” ii. Lady Gaga’s favorite California Castle 10. 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 November 2017 Media Placements 1. Top 5 Happiest Cities in the United States National Geographic profiles the five happiest places in the US as identified by Dan Butner and Gallup saying “The SLO life, as it’s called, makes the most of local beauty (there are rolling hills, sand dunes, and incredible beaches a short drive away) and bounty (farm-to-table living is the norm, and vineyards dot those rolling hills). Who could ask for anything more?” Unique Visitors Per Month: 26,084,862 https://www.nationalgeographic.com/travel/destinations/north-america/united-states/top- five-happiest-cities-united-states-2017/ 2. A Lazy Person's Guide to Happiness The Atlantic interviews Dan Butner on what makes that happiest places. He talks about San Luis Obispo and the “push for aesthetics, social gathering places, and streets built for humans, not just cars.” Circulation/Audience: 572,164 Unique Visitors Per Month: 23,930,525 https://www.theatlantic.com/health/archive/2017/10/get-rid-of-everything/543384/ Report to City of SLO – TBID and PCC Public Relations Contract November 2017 3. 16 of the world’s sexiest destinations Expedia Viewfinder names SLO one of their sexiest destinations citing the “alluring wine country, lavishly romantic accommodations, and coastal charm of this city.” Unique Visitors Per Month: 3,613,559 https://viewfinder.expedia.com/features/16-worlds-sexiest-destinations/ 4. 7 Must-Visit Stops In Northern California Along The Drive Between San Francisco And Los Angeles Along with Apple’s new campus, San Luis Obispo is named a top stop along the drive from San Francisco to Los Angeles for the ‘interesting history and culture’ by Only in Your State. Unique Visitors Per Month: 5,253,291 http://www.onlyinyourstate.com/northern-california/stops-between-sf-and-la-nor-cal/ Report to City of SLO – TBID and PCC Public Relations Contract November 2017 5. The 11 Most Joyful Places to Spend the Holidays in the U.S. San Luis Obispo is named the #2 most joyful place to spend the holidays by art auction site Invaluable. Unique Monthly Visitors: 3 Million (self reported) https://www.invaluable.com/blog/top-11-holiday-destinations/ 6. 5 Thanksgiving Weekend Getaways to Take This Year fabfitfun calls SLO a “must-visit” for a West Coast Thanksgiving getaway. Unique Visitors Per Month: 480,437 https://fabfitfun.com/magazine/thanksgiving-weekend-getaways/ Report to City of SLO – TBID and PCC Public Relations Contract November 2017 7. Your California holiday road trip survival guide The Mercury New and East Bay Times suggest bay area readers stop in SLO for “window shopping and a stop at Mission San Luis Obispo” in their holiday road trip survival guide. Unique Visitors Per Month: 8,943,521 http://www.mercurynews.com/2017/11/19/your-california-holiday-road-trip-survival-guide/ Unique Visitors Per Month: 21,326 http://www.eastbaytimes.com/2017/11/19/your-holiday-road-trip-survival-guide/ 8. 10 Most Unusual Destinations Where Visitors Forget Which Planet They Live On Cetus includes Bubblegum Alley in their round up of “wackiest places you should definitely visit at least once in your life.” Unique Visitors Per Month: http://www.cetusnews.com/life/The%C2%A010-Most-Unusual-Destinations-Where- Visitors-Forget-Which-Planet-They-Live-On.HyJANrpkz.html Report to City of SLO – TBID and PCC Public Relations Contract November 2017 9. US Trail Running Conference 2018 Releases Details of Event Sports Destination Management features SLO’s upcoming trail running conference in their events section. Unique Visitors Per Month: 18,000 http://www.sportsdestinations.com/destinations/california/news/us-trail-running- conference-2018-releases-details-13732 10. Get a Taste of California's Coffee Scene Visit California includes SLO favorites Kruzberg, Scout and Acendo in their media pitch regarding California’s coffee scene. http://media.visitcalifornia.com/Story-Development/Story-Ideas/Story- Idea/?id=109486#sthash.TKiagpLv.dpbs 11. Classical Music News of the Week Classical Candor features Festival Mozaic’s WinterMezzo. https://classicalcandor.blogspot.com/2017/11/classical-music-news-of-week- november.html Report to City of SLO – TBID and PCC Public Relations Contract November 2017 12. When to catch the best holiday events in downtown SLO The Tribune shared the best times to catch holiday celebrations in downtown SLO. Unique Visitors Per Month: 856,264 http://www.sanluisobispo.com/living/family/article186161068.html 13. Catch the Downtown SLO Holiday Parade Dec. 1 New Times highlights GIA recipient the Downtown SLO Holiday Parade. Unique Visitors Per Month: 25,426 https://www.newtimesslo.com/sanluisobispo/catch-the-downtown-slo-holiday-parade- dec-1/Content?oid=3865150 SLOTBID AGENCY REPORT November 2017 HAPPENING NOW • 2017–19 Campaign Underway • SLO Discovery Weekend Planning • Tradeshow Booth Design • Rainy Day Promotion Preparation • VR Goggle Direct Mail Campaigns -Sip in SLO -Money for a Rainy Day • VR Videos Phase 2 Planning • ShareSLO Mission Prep Christmas Classic Dec. 15–19 • SLO CAL Visitors’ Guide SLO VACATIONS • Created and launched teaser 360º video on homepage • Updated Pages -San Luis Obispo 360º with new video -Skate Park -Nightlife -Walking Tours -Pacific Coast Highway -Money for a Rainy Day -Restaurant Month • Added Pages -Movie Theaters -Sip in SLO • SEO -Broken links fixed -Alt image tags added EMAIL • 90 new leads from email sign-up form • Ongoing Welcome Series & Hotel Page Email REDEEMING IS EASY! 1. Email your lodging confi rmation to info@sanluisobispovacations.com to receive a promotion confi rmation letter (emailed). 2. Bring all 3 items noted below to the San Luis Obispo Chamber of Commerce Visitor Center (895 Monterey Street, San Luis Obispo, CA 93401). • Promotion confi rmation letter (printed or digital accepted) • Your lodging confi rmation showing proof of booking and travel dates (both must be between Jan. 1, 2018 – Mar. 23, 2018) • Hotel room key 3. You’ll receive $100 cash from Visitor Center staff to spend how you choose! *Valid on new bookings made between January 1, 2018 – March 23, 2018 only for travel dates between January 1, 2018 - March 23, 2018. Visitor must send proof of purchase to info@sanluisobispovacations.com to reserve this promotion, then show proof of purchase and room key to San Luis Obispo Chamber of Commerce Visitors Center staff to pick up $100. Cash will not be mailed and must be picked up in person during the time of your stay at the San Luis Obispo Chamber of Commerce Visitors Center, 895 Monterey St, San Luis Obispo, CA 93401. Offer limited to fi rst 500 reservations to claim. Some exclusions, including blackout dates of January 13-14, February 2-3 and February 17-18, apply. For questions regarding this offer, email info@sanluisobispovacations.com. One (1) redemption per 2-night stay. Three (3) redemptions maximum. Offer cannot be combined with any other offers. Lost or stolen cash will not be refunded. You were one of the fi rst 200 people to sign up to receive these exclusive ShareSLO VR goggles. Now use them with your phone and experience SLO in virtual reality at SanLuisObispo360.com Once your FOMO kicks in you’ll want to take advantage of our Money for Rainy Day promotion: Starting Jan. 1, 2018, book a 2-night stay in SLO for travel dates between Jan. 1 – Mar. 23, and we’ll give you $100 cash when you get here.* Starting Jan. 1, 2018, book a 2-night stay in SLO for travel dates between Jan. 1 – Mar. 23, and we’ll give you Starting Jan. 1, 2018, book a 2-night stay in SLO for travel dates between *Booking must take place AFTER January 1, 2018 for travel dates between Jan. 1 – Mar. 23, 2018. Visit SanLuisObispo360.com for our VR video, click on the icon, then insert your phone! 17-SLOTBID-0625 VR Goggles Mailing Insert-V4.indd 1 12/4/17 12:40 PM SLOTBID AGENCY REPORT November 2017 SHARESLO • Created teaser 360º video • Activated on Instagram Stories • Participated in Visit CA’s #CaliforniaWild Twitter chat • Cross-promotion on Cal Poly social channels • Community Blog Posts -Top Things to Do this Winter in SLO -10 Reasons to be Thankful for SLO -13 Cultural & Art Activities You Can’t Miss in SLO -Where is San Luis Obispo? -SLO in the News: September PARTNERSHIPS • Cal Poly Parent & NSTTP Partnership -SLO Discovery Weekend -T-Shirt -E-blast -Designated web pages -Rack card • SLO Wine -Sip in SLO promotion underway -Insert in VR goggle delivery -San Diego Food & Wine Event • ShareSLO Mission Prep Classic -Content on event website • TripAdvisor -Updated events & videos -Scheduled Rainy Day blog LOOKING AHEAD • San Diego Travel & Adventure Show, January, Jan. 13–14 • SLO Discovery Weekend, Feb. 1–4 • Visit California Outlook Forum, Feb. 13–15 • Festival Mozaic, Feb. 23–25 • SLO Craft Beer Fest, Feb. 23–25 HI FIRSTNAME, AN EXCLUSIVE OFFER FROM REDEEMING IS EASY! 1. Book a two-night stay at a City of SLO lodging property (see eligible properties at sanluisobispovacations.com/fi nd-a-hotel) for travel dates between now & Dec. 31, 2017 2. Email your lodging confi rmation to info@sanluisobispovacations.com 3. Receive 2 Sip in SLO tickets to use during your stay! See sanluisobispovacations.com/deals/sip-in-slo for event details. *Valid on new bookings only for travel dates in November & December, 2017. Visitor must send proof of purchase to info@sanluisobispovacations.com to reserve this promotion. Digital tickets will be emailed. Tickets will not be mailed. Lost or stolen tickets will not be refunded. Offer limited to fi rst 10 reservations to claim. For questions regarding this offer, email info@sanluisobispovacations.com. Two (2) tickets per 2-night stay. Offer cannot be combined with any other offers. Great to meet you last month at Los Angeles Magazine’s The Food Event 2017 in Malibu. Since you’re a fan of great food and wine, we’d like to invite you to visit us in San Luis Obispo and enjoy everything our wine country has to offer! Want a sneak peek of what it’s like to be here? Experience SLO in virtual reality with the enclosed VR goggles and your mobile phone at sanluisobispo360.com Once your FOMO kicks in, you’ll want to take advantage of this offer: Be one of the fi rst 10 people to book a 2-night stay at a City of San Luis Obispo lodging property between now and December 31, 2017, and we will provide a complimentary Sip in SLO ticket, which allows you to taste at 4 SLO Wine Country wineries of your choice through 2017! 17-SLOTBID-0625 VR Goggles Mailing Insert-V4.indd 1 11/16/17 11:55 AM Thursday, Feb. 1 – Sunday, Feb. 4, 2018 Thursday, May 10 – Sunday, May 13, 2018 Whether you’re visiting your Mustang or just visiting for fun, SLO Discovery Weekend offers special parent & supporter events and itineraries so you can discover SLO both on and off campus! Choose from one or all the exclusive offerings. Cal Poly parents and supporters receive a limited-edition Weekend Bag just for staying in SLO! Just a sample of SLO Discovery Weekend offerings: • Stay and relax at any of the City of SLO’s lodging properties • Experience the city’s world-famous Downtown SLO Farmers’ Market on Thursday night • Participate in Cal Poly campus activities & community tours planned just for participants • Enjoy an exclusive parent & supporter Welcome Reception for the SLO Discovery Weekend • Discover SLO through exclusive community tours including wine tasting excursions, brewery tours, and walking food tours Look out for more information and a link to register from the Cal Poly Parent Program. Book your stay now at SanLuisObispoVacations.com. SLO Discovery Weekend made possible by: Feb. 1 – Feb. 4, 2018 May 10 – May 13, 2018 SanLuisObispoVacations.com 1-877-SLO-TOWN SLOTBID AGENCY REPORT November 2017 SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 26,657 40,934 21,639 facebook.com slocity.org m.facebook.com FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 0 103,873 441,410 6,742 664 3,950 TWITTER New Followers Total Followers Total Engagements #ShareSLO 29 3,911 621 291 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 128 11,753 172,224 3,664 14,266 2,492 YOUTUBE SLO Promo Video 37,624 Report to City of SLO – TBID Phone Line and Availability Contract November 2017 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 November 2016 November 2017 Calls to 1-877-SLO-TOWN 8 7 14 11 38 40 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 November 2016 November 2017 Email Response 15 19 19 17 44 70 Phone Calls to Hotels 35 41 63 44 139 183 Hotel Referrals Week 1 Week 2 Week 3 Week 4 November 2016 November 2017 Visitors Served (Walk-ins) 962 1,289 1,233 1,531 5,372 5,016 Farmers’ Market* n/a n/a n/a n/a n/a n/a Hotel Rooms Referred 257 304 412 322 1,263 1,295 *estimate without people counter 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$ 608,813$ -3.1%72.9 70.3 -3.4 146.18 146.93 0.5 106.51 103.31 -3.0 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$ 2,903,354$ 71.58 143.37 104.04 *Sept TOT totals missing 3 hotels and 7 homestays *Oct TOT totals missing 2 hotels and 7 homestays Occupancy ADR RevPAR Figures from Smith Travel Research report Tourism Business Improvement District Management Committee Meeting Minutes December 7, 2017 – 10:00 am Council Hearing Room - 990 Palm St, San Luis Obispo PRESENT: Clint Pearce, Nipool Patel, Pragna Patel-Mueller STAFF PRESENT: Molly Cano, Tourism Manager Call to order time: 10:03 a.m. BUSINESS ITEMS 1. Tradeshow Partner Agreements Staff presented the draft Tradeshow Partner Agreement document for the committee’s review and input. The committee reviewed the document and suggested minor changes. They approved the $500 cancellation fee and the not reimbursing the air fare if the representative fails to attend the show. Action: The committee approved the partner agreement forms and the $500 cancellation fee. 2. Marketing Agency Changes The committee learned more about the BCA merger and asked questions regarding change. Maggie Cox and Courtney Meznarich discussed the change and assured the committee all agreements and terms within the existing campaign would remain intact. 3. Cal Poly/ Cuesta Partnership Plan The committee began the development of the comprehensive Cal Poly/ Cuesta partnership plan. The committee identified and began to prioritize potential sources of business within those organizations. Cuesta included: athletics, alumni, nursing program, skills USA, and the new students program were identified as potential new sources of business and partnership. Cal Poly priorities are: alumni and conference services over the next 2 years. Action: Management committee members will connect staff with key Cuesta contacts for discussion on potential partnership opportunities. 4. Staffing Update Staff presented an update on the Tourism Coordinator hiring process. Staff is hoping to make an offer within the next few days and have the new staff on board by the end of the month. 5. New Business Items a. Committee Discussion – the committee provided input on the Visit SLO CAL community questions; the committee discussed the fire evacuees b. Future Agenda Items – none c. Next Meeting Date - January 4, 2018 – the committee directed staff to cancel the meeting Meeting was adjourned at 11:01 a.m. Tourism Business Improvement District Marketing Committee Meeting Minutes December 6, 2017 – 10:30 a.m. Council Hearing Room - 990 Palm St, San Luis Obispo BOARD MEMBERS PRESENT: Walker, Skidmore, Wilkins STAFF PRESENT: Molly Cano, Tourism Manager Call to order time: 10:33 a.m. BUSINESS ITEMS 1. SLO CAL SAVOR On-The-Road Opportunity Staff presented the opportunity to represent San Luis Obispo in the DMO experience at SLO CAL’s SAVOR on the road activation at Taste of Washington in Seattle on March 24 & 25, 2018. The committee discussed the opportunity and benefits of the participation. The estimated total cost to participate in the event including travel, promotion and co-op is estimated at around $9000 which is consistent with the remaining tradeshow budget. Recommendation: The committee recommended that the TBID co-op with Visit SLO CAL for the SAVOR on the Road Taste of Washington event, and that the Board allocate the remaining tradeshow budget to the participation in the event. 2. Rainy Day Promotion Direction The committee reviewed the virtual reality videos and provided input to the marketing agency on the development of the next videos. They discussed incorporating in the Fremont Theater, airport, and bocce ball at a winery in addition to the items outlined by the marketing agency. The discussed removing Children’s Museum and SLO Rep from the list. For families the new Sinshiemer Park was discussed. Action: The committee directed the marketing agency to review incorporating these suggestions into the videos. They reminded the agency to keep the targeted viewer in mind when selecting activities and locations to represent in he videos. 3. New Business No new business was discussed. Meeting was adjourned at 11:27 am DRAFT Minutes – Promotional Coordinating Committee Meeting of November 8, 2017 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, November 8, 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, November 8, 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, Sasha Palazzo, Matthew Wilkins (5:44 PM,) and Chair Daniel Levi Absent: Jill LeMieux and one vacant position. Staff: Tourism Manager Molly Cano, and Recording Secretary Teresa L. Purrington PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Kevin Harris, SLO Repertoire Theater ---End of Public Comments--- CONSENT AGENDA ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE MEMBER DIXON, CARRIED 4 - 0 - 2 to approve the Consent Agenda items C1 to C7. 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 DRAFT Minutes – Promotional Coordinating Committee Meeting of November 8, 2017 Page 2 PRESENTATIONS 1. CHAMBER MONTHLY REPORT Chamber of Commerce Representative Molly Kern, Director of Communications and Business Education presented a PowerPoint regarding the public relations highlights for the month of October. Public Comments: None. ---End of Public Comments--- No action was taken on this item. BUSINESS ITEMS 1. VICE CHAIR APPOINTMENT The PCC appointed a new Vice Chair through March 2018 due to a recent vacancy. Zoya Dixon was nominated for the position. Public Comments: None. End of Public Comments ACTION: MOTION BY COMMITTEE MEMBER PALAZZO, SECOND BY COMMITTEE MEMBER COZZI, to approve Committee Member Zoya Dixon as Vice Chair. MOTION CARRIED BY A VOTE OF 4 - 0 - 2. Committee Member Wilkins arrived at 5:44 PM. 2. FISCAL HEALTH RESPONSE PLAN EXERCISE The committee the discussion regarding which programs costs should be looked at first if cuts are required and which costs should not be considered. They outlined those priorties for future consideration. DRAFT Minutes – Promotional Coordinating Committee Meeting of November 8, 2017 Page 3 Expenditure Priority (A to C) Notes Grants-in-Aid Program keep whole Grants-in-Aid Support C last priority option Events Promotion C option SLO Happenings Program (Tech) B option SLO Happenings Program (Marketing/Support) B option General Contract Services A option Visitors Center* keep whole PR Contract* keep whole Downtown Maps A option Support Cost A option Public Comments: None. End of Public Comments No action taken on this item. 3. STRATEGIC PLAN WORK – SLO HAPPENINGS REVIEW The committee continued to discuss the review of the SLO Happenings program for the implementation of the strategic plan. They held the discussion regarding who should be surveyed, and they established the questions that will be on the survey. Public Comments: None. End of Public Comments ACTION: MOTION BY VICE CHAIR DIXON, SECOND BY COMMITTEE MEMBER COZZI, TO AUTHORIZE STAFF TO ALLOCATE UP TO $100 TO BE SPENT ON THE SURVEY, MOTION CARRIED BY A VOTE OF 5 - 0 - 2. 4. STRATEGIC PLAN WORK – GIA PROGRAM EVALUATION The committee continued the review of the GIA program evaluation for the implementation of the strategic plan. The committee held the discussion regarding creating a Special Projects line item to possibly replace the Event Promotion allocation. They also discussed utilizing the mid plan check in time with BethMarie to discuss the new opportunities for the use of the funds. DRAFT Minutes – Promotional Coordinating Committee Meeting of November 8, 2017 Page 4 Public Comments: None. ---End of Public Comments--- No action was taken on this item. PCC LIAISON REPORTS AND COMMUNICATION 1. Grants In Aid (GIA) Update Committee Member GIA liaisons reported on recent communications they have had with their assigned events. With the resignation of Patricia Loosley, Committee Member Diana Cozzi offered to be the liaison to the Repertoire Theater. 2. TBID Board Report Committee Member Wilkins provided an overview of what was discussed at the November 8, 2017 TBID meeting. 3. Tourism Program Update Tourism Manager Molly Cano provided an update on the Tourism Coordinator recruitment, the new tourism intern, the annual report presented to City Council the October 17, 2017 for the SLO TBID, and that Visit Temecula Valley destination visit. ADJOURNMENT The meeting was adjourned at 7:40p.m. The next regular meeting of the Promotional Coordinating Committee is scheduled for Wednesday, December 13, 2017 at 5:30 p.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2017 - Industry Engagement - VSC Attends Grand Opening of New SLO County Regional Airport Terminal On October 14, VSC’s President & CEO Chuck Davison, VP of Marketing Brooke Burnham and Membership & Events Manager Pam Roberts attended the Grand Opening of the new San Luis Obispo County Regional Airport Terminal. The new terminal features one large SLO CAL banner welcoming visitors in the terminal area as well as one in baggage claim above the rental car kiosks (pictured to the right). Upcoming Opportunities & Events • Holiday Events: The holidays are fast approaching and VSC is beginning to promote holiday travel. Please help us by logging into your member profile to update and upload your holiday events today. • Restaurant Month: Restaurant Month is January 1-31, 2018 and Visit SLO CAL is taking sign ups now through November 20. If you would like to participate, please email Jordan Carson. Visit SLO CAL Activity Report, October 2017 VSC Constituents and Members Gather for Fall Packaging Party Visit SLO CAL, along with 16 lodging partners and 18 activity, restaurant and transportation members gathered at Oyster Ridge at Ancient Peaks Winery for the fall Packaging Party. Utilizing a speed-dating format, all attendees were able to meet and make connections over the course of a quick three-minute conversation to create new and dynamic package deals for visitors. VSC Welcomes Kimberly Headington and Yarina Valverde In October, Visit SLO CAL grew our team by two! Please join us in welcoming Kimberly Headington as the Executive Assistant to the President & CEO and Yarina Valverde as VSC’s new Brand & Digital Manager, in charge of managing VSC’s owned and paid media programs. Visit SLO CAL Launches Fall Media Campaign Visit SLO CAL launched the fall advertising campaign in October. Working with our new media partner, Goodway Group, and our creative agency, BCF, VSC is delivering digital banners, search engine marketing (SEM) and social media ads in six key feeder markets: LA, San Francisco, Phoenix, Seattle, Denver and Las Vegas. Using Goodway’s proprietary algorithm, this digital-only campaign will be optimized for performance to drive high-value traffic to the SLO CAL website. The fall campaign will run through mid- November to avoid holiday shopping competition and a winter-spring campaign will kick off in 2018, with SEM running year-round. 0 - PR and Travel Trade - Media Placements • Vogue: The Essential Road Trip Itinerary for California’s Highway 1 - http://bit.ly/SLOCALVogue • Sunset: Top 20 Beach Hotels - http://bit.ly/SunsetSLOCAL • Telegraph UK: Four Great Californian Road Trips - http://bit.ly/UKSLOCAL • Telegraph UK: A Foodie’s Guide to California’s Central Coast - http://bit.ly/TelegraphSLOCAL • Los Angeles Times: Best Places on California’s Coast to See Monarch Butterflies This Fall and Winter - http://bit.ly/LaTimesSLOCAL • Toronto Sun: 10 Hidden Gems in California: http://bit.ly/TorontoSLOCAL Media Visits • October Media FAM (pictured above) – Westways, Orange Coast Magazine, Santa Barbara Life & Style Magazine, Travel + Leisure, Hemisphere’s Magazine, Good Morning Arizona • Afar • Santa Barbara Independent Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000. Group Media FAM olive oil tasting at Pasolivo (left) and visiting Covell’s Clydesdales (right). 2018 Southern California Lodging Forecast On October 20, VSC Operations Manager Brendan Pringle attended the 2017 Southern California Visitor Industry Outlook Conference in Huntington Beach, CA. At the conference, CBRE unveiled their 2018 Southern California Lodging Forecast, linked here. The document includes their forecast for SLO CAL on pages 90-100. VSC Attends RVIA and VRMA Michael Wambolt, VSC Director of Travel Trade attended the 65th annual Recreational Vehicle Industry Association (RVIA) show in Pomona, CA. From October 6-15 the SLO CAL booth saw over 1000 RVIA attendees with 200 signups for the getaway sweepstakes. Wambolt also attended the Vacation Rental Management Association National Convention in Orlando, FL October 15-18. VISIT SLO CAL WEB ACTIVITY SESSIONS: 89,118 UNIQUE VISITORS: 74,059 PAGE VIEWS: 189,252 AVG. PAGE VIEWS/VISIT: 2.12 AVG. TIME ON SITE: 2:03 TOTAL ORGANIC TRAFFIC: 35,581 % OF ORGANIC: 40% MOBILE SESSIONS: 60,436 MOST VISITED EVENT PAGE: CAMBRIA SCARECROW FESTIVAL (1,674 VIEWS) TOTAL BLOG VISITS: 17,582 MOST SHARED BLOG: YOUR SPIRIT WILL COME ALIVE IN CAMBRIA THIS FALL (5.1K SHARES) VISIT SLO CAL SOCIAL MEDIA ACTIVITY FACEBOOK LIKES: 25,633 NEW: 1,142 TOT. ORGANIC IMPRESSIONS: 83,661 HIGHEST REACH: LIFE IS SHORT AND THE WORLD IS JUST WAITING… (115K PEOPLE REACHED) HIGHEST ENGAGEMENT: LIFE IS SHORT AND THE WORLD IS JUST WAITING… (5K ENGAGEMENTS) FOLLOWERS NEW TWITTER: 7,535 44 22.3K IMPRESSIONS PINTEREST: 712 2 INSTAGRAM: 16K 700 VISITOR GUIDE DIST. WEB DOWNLOADS: 234 GUIDES DISTRIBUTED: 1,259 TOTAL: 1,493 THIS MONTH IN SLO CAL SUBSCRIBERS 35,257 OPENS: 5,072 CLICK-THROUGHS: 805 THIS WEEK IN SLO CAL CIRCULATION: 1,309 MOST CLICKED LINK: STR REPORT September 2017 vs September 2016 Lodging Statistics (STR, Inc.) California Monterey/Salinas Santa Barbara/Santa Maria