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HomeMy WebLinkAbout05-09-2018 TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business  Improvement District Board   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, May 9, 2018 10:00 A.M. City Hall- Council Hearing Room CALL TO ORDER: Chair Bruce Skidmore 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, April 11, 2018 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 AMF + Matchfire Marketing Report C.5 Chamber Guest Services Report C.6 TOT Report PRESENTATIONS 1. MARKETING AGENCY MONTHLY REPORT 10 mins Representatives from AMF + 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. 2018-19 TBID BUDGET RECCOMENDATION 20 mins The Board will discuss the recommended allocations for the 2018-19 budget as presented by the Management Committee. 2. CONTRACTOR & PARTNERSHIP FUNDING RECOMMENDATIONS 10 mins The Management Committee will present the recommendations contractor and partnership agreement approvals for the final two-year contract extension with AMF/Matchfire, SLO Chamber of Commerce and SLO Wine Country Association. 3. 17-18 MID-YEAR EVENT APPLICATIONS & 18-19 ANNUAL APPLICTION 10 mins The Marketing Committee will present the recommendation for funding allocations for the mid-year event sponsorship requests for the Sustainable Ag Expo, SLO Ultra, and Grass Volleyball Tournament. The committee will also recommend the approval of the 2018-19 Annual Event Promotion application. 4. EVENT PROMOTION STRATEGY & PARTNERSHIP 15 mins The Marketing Committee will present the recommendation to the funding of a new ShareSLO /SLO Happenings event promotion strategy including the development of a new events calendar solution on SanLuisObispoVacations.com in partnership with the Promotional Coordinating Committee (PCC). 5. MARKETING COMMITTEE RECCOMENDATIONS 10 mins The Marketing Committee will present the funding recommendations for various collateral and advertising expenditures to carry the TBID marketing programs through the summer quarter. 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: April 9, 2018; May 3, 2018 3. MARKETING COMMITTEE UPDATE – Minutes: May 2, 2018 4. PCC UPDATE –Minutes: April 11, 2018 5. VISIT SLO CAL UPDATE – Liaison Reports; March Activity Report 6. TOURISM PROGRAM UPDATE – Verbal Staff Report ADJOURN. POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on May 4, 2018, 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 April 11, 2018 Page 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, April 11, 2018 Tourism Business Improvement District Board CALL TO ORDER A Meeting of the Tourism Business Improvement District Board was called to order on Wednesday, April 11, 2018 at 10:04 a.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Board Member Patel. ROLL CALL Present: Board Members Clint Pearce, Nipool Patel, Pragna Patel-Mueller, LeBren Young- Harris, Vice Chair Matthew Wilkins (10:15) Absent: Board Member Kimberly Walker and Chair Bruce Skidmore Staff: Tourism Manager Molly Cano, Tourism Coordinator Chantal Burns, and Recording Secretary Kevin Christian PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. CONSENT AGENDA ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD MEMBER HARRIS, CARRIED 4-0, to approve the Consent Calendar Items C1 through C6. C1. Minutes of Meeting on Wednesday, March 14, 2018 C2. Smith Travel Report, March Activities C3. Chamber Public Relations Report, March Activities C4. AMF + Matchfire Marketing Report, March Activities C5. Chamber of Commerce Guest Services Report, March Activities C6. Transit Occupancy Tax (TOT) Report DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 2 PRESENTATIONS 1. San Luis Obispo Museum of Art (SLOMA) Update Jeff Al-Mashat, SLOMA Capital Campaign Director, presented an update on their current fund-raising status, their vision of community partnerships, relationships with local business, museum infrastructure and staffing, and envisioned future funding sources and programs were presented. Public Comments: None ---End of Public Comments--- No action was taken on this item 2. Marketing Agency Quarterly Report Representatives from AMF Media Group + MatchFire reviewed their marketing activities from the past quarter and responded to Board questions concerning website metrics and advertorial wording. It was noted that the intercept-survey project will begin in May. Additional highlights included promotion partnerships with SLO Wine (Roll out the Barrels) and Cal Poly Athletics (ShareSLO First Pitch), and the Horizon Advertorial and Time Square video. Additionally, highlights from social media, digital and website outreach, and traditional media metrics were presented, along with discussion on current outside impacts to Facebook use. Public Comments: None ---End of Public Comments--- No action was taken on this item DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 3 3. SLO Chamber of Commerce Quarterly Report Chamber of Commerce representatives Dusty Colyer-Worth, Visitor Center Manager and Molly Kern, Director of Communications and Business Education, reviewed the business activity and public relations activities from the past quarter. The review of their public relations efforts included outreach with Thrillist and the SLO Film Festival. It was reported that “wellness” and “happiness” continue to be strong keyword trends in referencing San Luis Obispo in both online and traditional print news. A review of marketing efforts to promote San Luis Obispo in the Seattle market was also presented. Public Comments: None. ---End of Public Comments--- No action was taken on this item. 4. Rainy Day Promotion Results Tourism Coordinator Chantal Burns presented the results of the 2018 Rainy Day promotion, which has a goal of bringing more visitors to the City during a traditionally low visitor time of year. The promotion was sold out by February 7th, approximately one month faster than last year’s promotion. This year cash was given rather than gift cards, which provided funding and staff time savings, as well as allowing for additional interaction with visitors at the Chamber of Commerce. A report on the public relations outreach results was presented. Southern California visitors represented almost half the promotion visitation, and ten percent were from out of state with Washington state being the leader. Public Comments: None. ---End of Public Comments--- No action was taken on this item. BUSINESS ITEMS 1. Annual Partnership and Funding Requests San Luis Obispo Chamber of Commerce: Molly Kern, Director of Communications and Business Education and Dusty Colyer-Worth, Visitor Center Manager, reviewed their 2018-19 partnership proposals for Guest Services and Media Monitoring. A review of current Guest Services was presented, with the proposal being to maintain the same level of service for the upcoming year. Representatives responded to Board questions concerning the use of Cision, a PR and communications data gathering tool. The DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 4 contract proposal amount presented was $45,000 for Guest Services and $8,400 for the Media Monitoring service tool. SLO Wine Country Association: Heather Muran, Executive Director, reviewed their marketing service and partnership with the TBID since 2014. The new wine maps were highlighted and it was noted that there will be two market versions for this year. Airport signage, social metrics, and a traveler marketing study were reviewed. The overall funding request is the same as the past year. The partnership proposal funding was presented at $18,000 for partnership services and $3,000 for media hosting expenses for a total of $21,000. Public Comments: None. ---End of Public Comments--- No action was taken on this item. 2. TBID Budget Update Tourism Manager Cano reviewed the preliminary 2018-19 budget projection, which is 20% of the projected TOT. It was reported that the projected budget is based on a 1% growth. The projected TBID revenue for 2018-19 is estimated at $1,437,400. Public Comments: None. ---End of Public Comments--- No action was taken on this item. 3. Property Liaison Assignments The Board reviewed the property liaison assignments and made no assignment changes. Public Comments: None. ---End of Public Comments--- No action was taken on this item. DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 5 TBID LIAISON REPORTS & COMMUNICATIONS (Board member Patel left the meeting at this time.) 1. Hotelier Update Board members reviewed their current activities. 2. Management Committee Update Tourism Manger Cano reviewed the Management sub-committee discussion on the strategic plan update, the budget for conference attendance by staff, and the projected TBID budget. 3. Marketing Committee Update Tourism Manager Cano and Board Member Young-Harris reviewed research project work conducted in the April 4, 2018 meeting 4. Promotional Coordinating Committee (PCC) Update Tourism Manager Cano reported that the highlights of the PCC meeting of March 14th were further work on their strategic plan update, that they received their mid-year budget update, and they approved funding for a project highlighting the City at the upcoming mid-state Fair. It was noted that their new Chair is Zoya Dixon and Vice Chair is Daniel Levi. 5. Visit SLO CAL Update Board Member Pearce reviewed progress on the Destination Development plan and local air service expansion. Tourism Manager Cano noted the marketing committee discussed the public relations process with the hoteliers and reported on the “Tourism Exchange” which will be conducted on May 8th. DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 6 6. Tourism Program Update Tourism Manager Cano reviewed and reported on the following: - Reviewed tradeshow participation, noting that the VR experience was well received - IPW is scheduled for May 19-24, 2018 - The Central Coast Tourism Council retreat is April 18-20, 2018 in Solvang - SLO Discovery Weekend, May 12-13, has slow ticket sales - April 18th is the Advisory Body Training - May 2nd Marketing sub-committee meeting ADJOURNMENT The meeting was adjourned at 11:56 a.m. The next Regular meeting of the Tourism Business Improvement District Board is scheduled for Wednesday, May 9, 2018 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 APRIL 2018 Week of April 1, 2018 to April 7, 2018 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 75.2 86.3 78.3 116.00 187.75 138.58 87.20 162.02 108.58 -0.6 -7.5 -2.9 -1.2 -2.9 -2.8 -1.8 -10.2 -5.6 City of Pismo Beach 79.0 82.1 79.9 162.83 208.32 176.19 128.60 171.04 140.72 3.7 -8.0 0.0 6.8 -5.7 1.0 10.7 -13.3 1.0 City of San Luis Obispo 82.8 83.6 83.0 136.07 182.98 149.57 112.64 153.01 124.18 4.7 -10.1 -0.1 6.1 -8.1 -0.9 11.1 -17.5 -1.0 Economy Midscale 80.0 79.3 79.8 114.27 158.89 126.95 91.37 126.01 101.26 16.3 -9.5 7.6 -1.2 -14.1 -8.7 14.9 -22.2 -1.8 Upscale 90.9 89.6 90.5 158.71 210.10 173.25 144.19 188.30 156.80 3.7 -5.7 0.8 7.8 -7.7 1.0 11.8 -12.9 1.9 Week of April 8, 2018 to April 14, 2018 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 65.6 88.1 72.1 112.59 189.67 139.52 73.90 167.17 100.55 -20.9 4.3 -13.6 -6.4 14.5 4.6 -26.0 19.4 -9.6 City of Pismo Beach 64.0 87.7 70.8 138.78 216.65 166.36 88.81 190.09 117.75 -22.7 4.4 -14.8 -13.2 6.7 -3.5 -32.9 11.3 -17.8 City of San Luis Obispo 65.1 87.4 71.4 130.67 200.31 155.02 85.02 175.10 110.76 -22.7 6.8 -14.5 -0.5 20.0 9.7 -23.1 28.2 -6.2 Economy Midscale Upscale 71.1 89.5 76.4 151.15 230.26 177.65 107.46 206.15 135.66 -22.0 4.2 -14.8 -1.1 22.6 9.4 -22.9 27.8 -6.8 Week of April 15, 2018 to April 21, 2018 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 64.4 80.6 69.0 112.40 173.99 132.95 72.36 140.26 91.76 -7.4 -10.7 -8.5 -3.9 -4.0 -4.3 -10.9 -14.2 -12.4 City of Pismo Beach 58.0 85.2 65.7 134.47 209.77 162.36 77.93 178.75 106.74 -16.6 -8.2 -13.7 -7.1 0.3 -2.9 -22.5 -7.9 -16.1 City of San Luis Obispo 62.4 83.1 68.4 130.79 182.32 148.69 81.66 151.58 101.64 -15.3 -11.1 -13.9 3.6 2.0 3.3 -12.2 -9.3 -11.0 Economy Midscale Upscale 70.4 85.2 74.6 151.65 209.13 170.41 106.70 178.21 127.13 -14.4 -10.3 -13.1 3.6 1.8 3.2 -11.4 -8.8 -10.4 Week of April 22, 2018 to April 28, 2018 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 64.6 89.6 71.8 111.59 190.50 139.74 72.11 170.65 100.26 -10.7 5.9 -5.4 -4.8 9.2 3.2 -15.0 15.7 -2.4 City of Pismo Beach 58.3 87.2 66.5 133.03 217.89 164.79 77.55 189.92 109.66 -10.6 -0.8 -7.2 1.2 7.6 5.4 -9.5 6.7 -2.1 City of San Luis Obispo 62.5 87.7 69.7 125.81 192.16 149.66 78.62 168.48 104.29 -10.2 2.9 -5.9 1.6 9.7 6.4 -8.8 12.9 0.1 Economy Midscale Upscale 71.3 91.2 77.0 143.19 215.23 167.57 102.17 196.36 129.08 -7.9 6.3 -3.5 -1.2 6.9 3.2 -9.0 13.5 -0.4 RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Report to City of SLO – TBID and PCC Public Relations Contract April 2018 Media/Community Relations 1. Began planning press trips for Seattle based bloggers All things Kate and Style-ish. 2. Pitched the following to Visit California for inclusion in their media relations round up: a. Best California Ice Cream: i. Doc Burstein’s b. California Makers i. Naomi Howard ii. Kendra Aaronson 3. Continued to work with Mindbody on promotional partnership opportunities that showcase San Luis Obispo as a health and wellness destination. 4. Met with Freelancer Cheryl Crabtree to discuss new attractions and story angles for San Luis Obispo. 5. Submitted city supported events consideration in Santa Barbara/Central Coast Seasons. 6. Continued working with Visit Berkley and Discover Clairmont for a Spring “Beyond the Campus” FAM tour. 7. Pitched the Embassy Suites renovation to USA Today for their round up of recent hotel renovations. 8. Updated the description of San Luis Obispo for Visit SLO CAL’s film commission newsletter. 9. Shared information on all of the pet friendly hotels in San Luis Obispo with the CCTC for their ‘Pet Friendly Central Coast’ call for content. 10. Worked with Visit CA and Visit SLO Cal to coordinate hosting for an Australian media visit in May. 11. Worked with the San Francisco Chronicle on an upcoming article about what’s new in San Luis Obispo. 12. Suggested restaurants, things to do and ways to promote San Luis Obispo to Visit SLO CAL for their upcoming FAM tour. 13. Continued to work with the city, AMF and Matchfire on overall tourism marketing campaign. Report to City of SLO – TBID and PCC Public Relations Contract April 2018 Media Placements Destination highlight 1. San Luis Obispo County California Travel Guide Food blogger (a Taste of Koko) and Instagram Influencer Jane Ko writes about her time in SLO County and the food she loved in the city. We worked closely with Visit SLO Cal to coordinate the San Luis Obispo portion of her hosted trip. Unique Visitors Per Month: 80,000 (self-reported) 2. 5 Places in SLO to Take Your Family Her Campus article talks about where to take your family if they come visit you (a Cal Poly Student) in SLO. Suggestions included Downtown SLO, farmers markets and hiking. Unique Visitors Per Month: 1,490,000 3. 10 Funkiest Motels for Families Lara Dunning, a Seattle-based freelancer, writes about Madonna Inn for her Family Vacation Critic article about hotels as attractions for families. 25,227 Facebook followers Report to City of SLO – TBID and PCC Public Relations Contract April 2018 4. San Luis Obispo, California is a Perfect Destination for Couples to Enjoy Hiking, Theater, and Wineries DatingAdvice.com article lauds San Luis Obispo as the perfect romantic destination. “Some travel destinations are known for the outdoors, food, and drink scene. Others are known for their arts and culture. But few cities offer travelers a taste of all of the above. San Luis Obispo, California, is one of those rare places…” Unique Visitors Per Month: 541,000 (self-reported) 5. Top 25 Record Stores In Canada & The U.S. Yelp includes Boo Boo Records in their round up of the top 25 record stores in Canada and the US saying “Independent record stores remain musical meccas and gathering spaces for the true music fans, many who are on lifelong scavenger hunts for specific vinyl treasures.” Unique Visitors Per Month: 31,000 6. SLO county recognized as one of the world’s 10 best wine regions Santa Barbara Seasons covers SLO Wine Country’s designation as one of the top 10 wine destinations in the world by Wine Enthusiast Magazine. Unique Visitors Per Month: 13,000 Report to City of SLO – TBID and PCC Public Relations Contract April 2018 7. Golden State Grub: The Best Things to Eat in California Food Network includes a stop in SLO for Firestone tri-tip in their annual round up of best things to eat in California. Unique Visitors Per Month: 26,240,000 8. California Road Trip Itinerary Part 1 (LA To San Luis Obispo) Vancouver based blogger To Vogue or Bust takes readers along for the ride on the first leg of her CA road trip saying “SLO just had a very cool vibe, very relaxed with tons of great food and shopping, beautiful homes, etc.” Unique Visitors Per Month: 9,972 Getting here 9. Amtrak Pacific Surfliner Offers Spring Savings for Train Travel to Top Coastal Destinations 113 outlets including Travel Pulse cover Pacific Surfliner deal to Ventura, Santa Barbara and SLO. Combined Unique Visitors Per Month: 53,990,000 10. CA: SLO Airport Adds Another Flight to Denver -- and Bigger Planes AviationPros includes the addition of a flight and increased capacity in their California news section. Unique Visitors Per Month: 149,000 Report to City of SLO – TBID and PCC Public Relations Contract April 2018 11. The Most Scenic Motorbike Rides Around the World Urban Daddy article included a drive down the Pacific Coast Highway saying, “From Santa Cruz’s Monterey Bay to San Luis Obispo’s art galleries to Santa Barbara that is the “American Riviera,” there’s something for everyone.” Unique Visitors Per Month: 321,000 History 12. Roadside motels unsung heroes of road trips The Chronicle Herald talks about the history of American road trips and the advent of the motel including the story of the first motel which was located in SLO. Unique Visitors Per Month: 396,000 Events 13. SLO Film Festival MovieMaker Magazine highlights the SLO Film Fest as one of the best value festivals for film makers to submit their work citing the great care that is taken of attendees and film makers as well as the high rate of alumni submissions. The Tribune covers high attendance and the event from an attendee perspective. Combined Unique Visitors Per Month: 1,700,000 SLOTBID AGENCY REPORT April 2018 HAPPENING NOW • Market Research • Roll Out the Barrels Promotion • Visit SLO CAL Co-Op • Marketing Plan 2018-2020 • Final VR Shoots • SLO Discovery Weekend SLO VACATIONS • Event management • GDPR audit + discussion • Updated Pages -Pet Friendly Vacation Ideas -Avila Valley Barn -Bubblegum Alley -Golf -Travel by Train • SEO -Broken links fixed -Alt image tags added -Eliminate duplicative content -Position tracking EMAIL • 157 new leads from email sign-up form • Ongoing Welcome Series + Hotel Page Email • Roll Out the Barrels Promotion • April-May Newsletter Be here. Money for a Rainy Day promotion oered $100 cash to visitors who booked two or more nights at a SLO lodging property between January 1–March 23, 2018. Blackout dates included January 13–14, February 2–3, and February 17–18. 2018 RESULTS PROMOTION BUDGET $50,000 ROOM NIGHTS BOOKED 1,192 PROMOTION SELLOUT FEB 07 PR COVERAGE COMBINED TOTAL REACH34.89M AVERAGE NIGHT STAY 2.3 RETURN ON INVESTMENT $156,032 .80 FIRST TIME VISITING SLO? 95% NO 5% YES FIRST TIME PARTICIPATING IN RAINY DAY PROMOTION? 36% NO 64% YES QUALIFIED STAYS BY PROPERTY TYPE 2018 Economy Midscale Upscale Homestay TOTAL 121 103 293 2 519 TYPE TOP 5 BOOKED PROPERTIES STAYS Apple Farm PROPERTY Embassy Suites Quality Suites Holiday Inn Express Peach Tree 62 48 42 30 29 HOW DID YOU HEAR ABOUT THE PROMOTION? 27% NEWSLETTER 26% CAL POLY PARENTS 15% LA TIMES 13% WORD OF MOUTH 9% SOCIAL MEDIA 5% GENERAL WEB SEARCH 5% OTHER NEWS OUTLETS REGION 2018 Northern California Southern California Central Valley California Central Coast California Out of State Out of Country TOTAL 32% 49% 3.5% 5% 10.3% 0% 100% PERCENT OF PARTICIPANTS BY REGION STAYS BY MONTH JANUARY165 FEBRUARY236 MARCH118 SLOTBID AGENCY REPORT April 2018 SHARESLO • Cross-promotion on Cal Poly social channels • Collaboration with Adventure Aide • Roll Out the Barrels promotional video • Community Blog Posts -Bike Month: May 2018 -How to do SLO: Gluten Free Style -SLO County’s Top 5 Adventures You Can Enjoy Right Now -Doggone Fun Things to Do in SLO EVENTS • SLO Marathon & Half OTHER • Rainy Day Results Graphic • IPW STRATEGIC PARTNERSHIPS • Visit SLO CAL -Co-op Digital Display Buy thru April 30 -Research Co-op • Cal Poly Athletics -2 Presenting Sponsor Games w/ShareSLO First Pitch -Facebook Co-Op Promotion for SLO Discovery Weekend • Cal Poly Parent Program -E-blast content for May newsletter -SLO Discovery Weekend • SLO Wine -Roll out the Barrels promotion ongoing -E-blast to Taste Washington signups -E-blast content LOOKING AHEAD • IPW • Roll Out the Barrels • US Trail Conference • Marketing Research Results • Marketing Plan SLOTBID AGENCY REPORT April 2018 SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 30,723 48,721 26,195 slocity.org m.facebook.com pinterest.com FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 0 103,405 697,313 6,446 745 5,543 TWITTER New Followers Total Followers Total Engagements #ShareSLO 22 4,027 385 230 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 189 12,723 129,149 3,587 10,523 3,064 YOUTUBE SLO Promo Video 40,650 Report to City of SLO – TBID Phone Line and Availability Contract April 2018 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 April 2017 April 2018 Calls to 1-877-SLO-TOWN 20 27 22 22 115 91 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 April 2017 April 2018 Email Response 15 15 13 14 54 57 Phone Calls to Hotels 72 68 41 38 204 219 Hotel Referrals Week 1 Week 2 Week 3 Week 4 April 2017 April 2018 Visitors Served (Walk-ins) 1,336 2,746 1,120 1,257 6,625 6,459 Farmers’ Market* n/a 750 n/a n/a 750 n/a Hotel Rooms Referred 437 430 303 292 1,415 1,492 *estimate without people counter TOT Comparison2009‐10 2010‐11 2011‐12 2012‐13 2013‐14 2014‐15 2015‐16 2016‐17 2017‐18Change +/‐2016‐17 2017‐18 Change +/‐ 2016‐172017‐18Change +/‐ 2016‐172017‐18Change +/‐July 508,195$           541,806$            591,184$          636,778$            699,845$           761,346$           844,845$              877,391$             878,786$             0.2% 84.7 84.9 0.3 174.75 174.02 ‐0.4 148 147.82 ‐0.1August 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 ‐5.7September 400,023$           437,543$            490,524$          508,583$            505,954$           557,002$           643,127$              650,117$             715,084$             10.0% 74.8 74.7 ‐0.02 151.1 158.01 4.6 113.08 118 4.4October 414,870$           442,586$            437,805$          469,977$            509,435$           594,032$          642,221$             628,049$              612,859$              ‐2.4% 72.9 70.3 ‐3.4 146.18 146.93 0.5 106.51 103.31 ‐3.0November 280,913$           330,924$            347,437$          359,163$            425,769$           475,360$           468,016$              497,162$             519,193$             4.4% 66.3 66 ‐0.6 133.3 135.92 1.9 88.61 89.66 1.4December 246,684$           274,417$            314,784$          319,451$            355,315$           391,132$           429,600$              434,836$             479,813$             10.3% 58.9 61.5 4.4 123.58 129.11 4.5 72.52 79.39 9.1January 230,279$           256,351$            276,165$          302,153$            331,853$           400,239$           387,304$              396,559$             415,461$             4.8%56.3 58 3.1 115.68 118.75 2.7 65.09 68.89 5.8February 273,373$           302,246$            323,359$          344,160$            366,980$           431,510$           466,915$              439,735$             502,476$             14.3%61.7 69 11.9 128.66 134.06 4.2 79.35 92.5 16.6March 326,099$           333,783$            392,266$          426,879$            448,103$           520,795$          559,235$             549,642$             571,401$              4.0%69.2 68.5 ‐0.09 131.26 139.88 6.6 90.79 95.85 5.6April 423,158$           451,133$            475,913$          486,850$            564,617$           610,894$           609,439$             708,724$             80.4 149.96 120.56May 372,997$           433,874$            447,116$          489,862$            546,916$           601,614$           598,093$             645,114$             72 147.7 106.33June 490,326$           512,543$            578,234$          610,948$            630,729$           727,028$           731,038$             765,362$             79 164.33 129.9Total/Average 4,478,481$        4,859,400$         5,249,181$       5,578,460$         6,059,758$        6,803,224$        7,154,334$           7,357,923$           5,429,044$          71.5669.94143.51143.85104.09101.837,294,000$ Jan. - TOT missing 1 & Homestay missing 1Feb. - Homestay missing 3March - TOT missing 1 & Homestay missing 12*5/4 Occupancy ADR RevPARFigures from Smith Travel Research report April 2018 1 Proposal to the City of San Luis Obispo Tourism Business Improvement District April 2018 Guest Services and Media Monitoring Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the City of San Luis Obispo’s Tourism Business Improvement District to strengthen San Luis Obispo as an unforgettable place where visitors engage in a unique lifestyle they aspire to live, become emotionally attached and return to for renewal. Expertise: The San Luis Obispo Chamber of Commerce looks forward to building on our existing strengths including a successful track record of promoting San Luis Obispo, strong relationships throughout the community as well as extensive experience providing public relations and visitor services. Looking forward: For more than 40 years, the Chamber has worked with the City of San Luis Obispo to improve the quality of life and economic vitality of our community. We continue to seek new opportunities to deepen our partnership and further the understanding of San Luis Obispo as an exceptional community to live in and visit. April 2018 2 Table of Contents Cover letter 1 Qualifications 3 Project Team 4 2018-19 Proposals 5 Summary 7 April 2018 3 Qualifications The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of strengths to assist the Tourism Business Improvement District in fulfilling its mission and strategic direction. • Direct relationships with more than 1,370 local businesses that represent more than 33,400 employees throughout the county. These long-term relationships allow us to work cohesively with local businesses to execute promotions, projects and media visits. • Constant interaction with visitors in our downtown Visitor Center. More than 80,000 visitors will be personally greeted and assisted in 2017 and we engage with thousands more over the phone and digitally. The center, which is open seven days a week, is staffed by visitor information professionals who are trained to answer questions and accommodate requests of locals, visitors and travel writers. • Productive relationships with the media, rooted in our 40+ years of work in San Luis Obispo public relations. We are the go-to resource for travel writers due to the strength of the “chamber of commerce” brand and the strong relationships we have built through the years. • We have a nimble, responsive PR team, which is well informed about what is happening in the city and is able to capture the attention of as well as respond to journalists with timely information, photography and contacts. • Long-term strategic alliances with local organizations and events that attract visitors and enhance the tourist experience, including Hearst Castle, SLO Wine Country, Cal Poly, Festival Mozaic, the PAC and the SLO Film Festival. • Access to a library of more than 50,000 current and historical images of San Luis Obispo and the surrounding area. The award-winning images have appeared in publications such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San Francisco Chronicle and many more. • The Chamber continues to stay on top of the trends in tourism promotions, working with regional, statewide and national partners to identify and act on emerging trends and best practices. April 2018 4 Project Team The SLO Chamber has an experienced, professional staff of 20, who work together to execute projects to completion with a track record of success. The key team members who will lead the work for the Tourism Business Improvement District include: Dusty Colyer-Worth Visitor Center Manager Dusty Colyer-Worth has been leading the Visitor Center and its team of eight customer service professionals since February 2016. Dusty utilizes his background in community relations, marketing, customer service and retail management to lead the Chamber’s guest services efforts. Molly Kern Director of Communications and Business Education Molly Kern has been with the Chamber in various roles since December 2012, including leading the public relations efforts on behalf of the city for the last four years. In this role Molly works to share “why” San Luis Obispo is a wonderful place to vacation, live, work and generally enjoy life. April 2018 5 Guest Services The Chamber’s Visitor Center is in a unique position to provide the San Luis Obispo guest with a friendly and informative experience before their arrival. This not only entices visitors to San Luis Obispo but plays a pivotal role in the overall guest experience, encouraging travelers to stay in and return to SLO. Through relationships developed with each of the TBID constituents we are able to capitalize on the Visitor Center’s significant face-to-face, phone and email traffic to encourage travelers to stay in San Luis Obispo and match the right guest with the right property. To this end, we are proposing to continue the current services we provide to the TBID. The Chamber provides a hotel availability service that is currently exclusive to the TBID. Visitor Center staff contact every TBID property each week, on behalf of the TBID, and maintain a record of which hotels are sold out and which have availability for each Thursday, Friday and Saturday as well as impacted weekdays throughout the year. This helps guests, who would otherwise need to call each property on their own, easily find a room in the city. This service also allows for TBID properties to refer their clients directly to the Visitor Center for centralized guest services. Since July, 2017, the Chamber has been able to utilize this availability information to refer SLO TBID properties more than 10,000 times. In addition, Visitor Center staff answers each call made to the TBID’s 1-877-SLO-TOWN phone number, which 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 Visitor Center and is used solely to refer and promote TBID properties. 1-877-SLO-TOWN is answered by a Visitor Center employee during the hours of operation and includes voicemail for after-hours in which calls are returned during the next day’s hours of operation. In 2018-19, the Visitor Center will be open seven days a week, Sunday-Wednesday, 9:30 a.m. – 5 p.m., and Thursday-Saturday, 9:30 a.m. – 6 p.m. for a total of 55.5 hours a week with additional hours seasonally at the Thursday Downtown SLO Farmers’ Market. The Visitor Center also serves as a fulfillment location and customer service lead for TBID special promotions using a “concept to completion” approach which includes collaboration with marketing partners by the Visitor Center Manager on the development of promotions, the Visitor Center acts as the customer service outlet for guest inquiries regarding advertised promotions, as well as the delivery of promotional materials to guests upon their arrival in San Luis Obispo. We propose to continue this partnership as it helps maximize the guest experience in regards marketed promotions and also frees up marketing partners to focus their time and efforts on the advertising and planning of special promotions. April 2018 6 Scope of work The scope of work within this proposal includes: • Tracking room availability Thursday – Saturday through: o Weekly email and phone calls to all constituents as well as additional tracking for impacted weeks throughout the year (i.e. Cal Poly Week of Welcome, Cal Poly Family Weekend) o Availability information for impacted times is provided to TBID properties in order to help keep guest in the City, even after Visitor Center hours o Tracking availability for TBID Homestay properties if they opt in o SLO hotel contact information included in advertising on exterior facing monitor 24 hours a day, 7 days a week • Guest service and booking assistance for guests that call the customer service line seeking tourist information on 1-877-SLO-TOWN • Quarterly site visits by Visitor Center staff to each hotel to build understanding of each property’s unique offerings, as well as their needs, ensuring that the Visitor Center team is making informed and educated referrals • Assisting visitors, either in person or over the phone, in booking their SLO City hotel room by booking for them or helping them to book on their own • Up to four activations per year of the Visitor Center on-the-road to assist in tourism promotion at events such as trade shows or at in-county TBID sponsored events, that fall upon mutually agreed dates. If required, lodging expenses would be covered by the city, similar to past years. • Up to four activations per year of Visitor Center related special promotions including: o Involvement of Visitor Center manager in the planning to ensure seamless fulfillment o Utilization of the Visitor Center as a fulfillment location for guest pick-up and delivery of promotion o Utilization of Visitor Center staff to respond to phone and in person inquiries $45,000 a year Media Monitoring 2018-19, we propose a continuation of the media monitoring contract with Cision which allows the TBID to see the impact of public relations work, gives our PR team access to contact information for outlets, freelancers and influencers, and allows for whitelisted distribution of media releases. This is a pass-through contract and, because of the Chamber’s nonprofit status, the service is available at a significant discount. $8,400 a year April 2018 7 Summary Guest Services $45,000 Media Monitoring Services $8,400 Overview of Annual Marketing Partnership July 2018-2019 SLO Wine Country Association About SLO Wine Country Association SLO Wine Country is a non-profit 501 C6 organization representing 34 wineries throughout the Edna Valley AVA, Arroyo Grande AVA, and surrounding growing areas including Pismo, Avila, and Cambria. Our growing region extends from the Monterey County line down to the south coast of the county at the Santa Barbara County line, less than 15 miles from the Pacific Ocean. Our focus is to promote and market our wine region to regional and national consumers, trade and media contacts, and travel industry partners. We have a board of 7 directors, with one full time staffer (Executive Director) and one part-time staffer (Membership & Marketing Coordinator). San Luis Obispo Wine Country channels wine enthusiasts from all over the world. Our key demographic and geographic targets for visitation include Los Angeles, Bay Area/San Jose, and San Diego. Additional out of CA markets include Arizona, Washington and Colorado. Past Support SLO Wine Country has maintained a dynamic partnership with the City of SLO and its lodging group since 2014. Over the past four years, we have delivered a myriad of public relations, media, marketing and referral opportunities through SLO Wine Country including: -Membership referrals, online promotion through website, e-newsletter and social media marketing -Marketing/advertising through SLO Wine County brochure, website and events -Public Relations/Media/Wine Writer hosting in San Luis Obispo City -Roadshow opportunities San Luis Obispo City has benefitted as a major partner with SLO Wine with brochure placement and promotion at all SLO Wine Country co-op events and roadshows. SLO Wine Country was recently named one of the Top 10 Wine Getaway Destinations in the world by Wine Enthusiast Magazine (February 2018), with the City of SLO and two lodging properties being mentioned in the article. SLO Wine Country has provided mid-year and annual reports detailing measurable impacts of the partnership, along with a complete media and press report at the end of each fiscal year. Membership, Advertising & Social Media Marketing As a partner of SLO Wine Country Association, SLO City TBID and lodging constituents continue to receive value as associate members of SLO Wine Country. The SLOwine.com has grown to reach over 250,000 unique visitors, along with over 4 million page hits and 675K page views. The “Visit/Stay” page has also had over 8,000 unique views, with over 3000 direct referrals to the sanluisobispovacations.com website. San Luis Obispo Vacations web ads have been viewed by over 30,000 unique visitors on SLOWine.com webpages. SLO Wine has also emailed 67 e-newsletters including the SLO TBID logo and additional editorial information, videos, events and news stories to over 12,000 consumers each month, with 1 -2 master list newsletters (over 10K) e-mailed each month. Our e-newsletter open rate is about 20% on average for our consumer list, and 37% for all lists, along with a 3% click through ratio. SLO TBID lodging partners have saved 10% on advertising in the SLO Wine Country map and brochure, and as part of this partnership. In addition, SLO City has received a full page advertisement in our brochure, with distribution to over 55,000 maps to local, regional, national and international markets. SLO Wine Country mailed over 1000 maps last year 36 states and 16 countries including Germany, China, Switzerland, Netherlands, Great Britain, Canada, Australia, New Zealand, Argentina, Austria, England, Denmark, Ireland, Italy, South Africa, and Mexico. As part of our continued social media outreach and marketing efforts, SLOWCA has featured several SLO City events, blog posts, media posts and additional stay information on multiple social media platforms including Facebook, Twitter, Instagram and You Tube. San Luis Obispo vacation brochures have been distributed to all tasting rooms in SLO Wine Country. SLO Wine garners over 15,000 Facebook & Instagram followers with a high level of engagement with unique and insightful postings each week. We are continuing this promotion with an annual branding campaign, and have invested additional marketing dollars to promote SLO Wine Country through digital and social media marketing, spending funds monthly to build brand awareness in key drive markets of Los Angeles, Bay Area, San Diego as well as flight markets in Washington, Colorado and Arizona. Through our roadshow participation, SLO Wine and SLO City hosted an integrated marketing experience at LA Magazine’s The Food Event for the past two years, where we captured new followers and hosted an “Art Bar” and “Virtual Reality” tour at our San Luis Obispo Experience booth. As we continue to co-brand the City of San Luis Obispo with SLO Wine Country, we continue to research new opportunities to drive destination marketing awareness. As the largest partnering entity for SLO Wine Country, we will continue to offer benefits for all SLO City Lodging partners to take advantage of. Media and Press In 2017, San Luis Obispo Wine Country, in partnership with the City of SLO and SLO Chamber of Commerce hosted six journalists from national and regional magazines, newspapers and blogs that featured the winemakers, wineries and local attractions and lodging in San Luis Obispo city. Editorial published in the fall/winter/spring of 2017/2018 included: Seattle Magazine, Tasting Panel Magazine, Wine Enthusiast, Phoenix Magazine, Dallas Morning News, Outside Magazine, Horizon (Alaska Airlines), Jerusalem Post, Napa Valley Register, NBC LA, San Jose Newsgroup, Food & Wine Magazine. A complete media report has been included in handouts. SLO Wine Country has also partnered with SLO City to host one-off media visits throughout the year. SLO Wine will utilize media funds available through SLO City partnership dollars to continue to host journalists. SLOWCA, working in collaboration with Mooncatcher PR will be focusing on bringing additional media to stay in San Luis Obispo through December 2018. In addition, SLO Wine will be hosting several wine journalists through regional tasting panels and have selected to host these experiences to be held within the City of SLO. Looking Forward As part of SLOWCA’s application for CDFA Specialty Crop Grant funding, SLO TBID was included as an ‘in-kind” partner in our efforts to promote the SLO Wine region. In October of 2017, SLO Wine was chosen as a CDFA Specialty Crop Grant recipient and will receive over $196,000 over the next two years to promote the SLO Wine region to multiple drive markets and flight markets over the next 2 years. SLO Wine has established benchmarks for wine sales and traffic and will monitor efforts as part of grant deliverables. SLO Wine Country has created a comprehensive marketing plan to educate media, wine buyers/distributors, and consumers about SLO Wine Country and destination experience. As an in-kind supporter, SLO City will be included in marketing aspects of the CDFA. SLO WINE COUNTRY ANNUAL MARKETING PARTNERSHIP 1. Membership Benefits: All SLO City lodging partners will continue as Associate Members to SLO Wine Country at discounted rate (less than $200 annually per lodging partner). Benefits include: a. Invitation to SLO Wine Country’s Annual Associate Member BBQ (July) and industry events b. Referrals to SLO City Lodging from consumers interested in staying in SLO c. 10% off of ad space in SLO Wine’s popular “San Luis Obispo Wine Country Guide” for all individual properties d. NEW: Integrated story placement in Quarterly Media Surf Report, Social Media Content, and SLO Wine blog: i. Develop concepts/organic stories for articles, blog posts, and social media content by tying together City of SLO and SLO Wine Country destination experience. ii. Work with SLO City/PR team to develop organic stories/unique experiences featuring SLO Wine Country in tandem with the Stay in SLO experience. Develop content around tasting/tours, restaurants, shopping while tying in the “SLO Life” mantra of living in SLO. e. Website branding: i. Listing under associate members & “Stay” Section ii. Website banner advertising (annually)—3 banner ads and placement on 5 pages each month iii. Prominent logo placement online f. Event Tickets – 30 complimentary tickets to: i. Roll Out the Barrels & Harvest On the Coast (15 each) g. E-Newsletter: i. Logo placement in newsletter throughout the year ii. Featured editorial, story and event placement annually in all e-newsletters (consumer, winery, associate members) iii. Additional member placement for deals/offerings into e-newsletters Funding Requested: $7500/annually 2. Visitor Guide/Rack Card Map a. Free full page advertisement in SLO Wine Country Visitors Guide b. Free listing in Visitors Guide c. Free full page advertisement in Harvest on the Coast Auction program d. 75,000 Maps printed with distribution in Monterey, Santa Barbara, Ventura, San Luis Obispo County Funding Requested: $2500/annually 3. Public Relations and Media SLO TBID to cover hotel costs for media and wine journalists including: a. Stays and additional hosting expenses for wine media/travel journalists who would be covering SLO Wine Country and the City of San Luis Obispo. We have had continued success in acquiring journalists from large publications and have had past coverage in the Chicago Tribune (syndicated in over 20 additional markets), USA Today, and San Diego Union Tribune. Earned/organic media has had the highest impact on building brand awareness for both San Luis Obispo City and SLO Wine Country. SLO City and will have a dedicated feature in each quarterly “SLO Wine Surf Report”, which covers all things new and exciting in SLO Wine Country, along with new and interesting features in SLO County . Past coverage has included: Vegetable Butcher, Butler Hotel, SLO Marathon, and Foremost Restaurant. Funding Requested: $3000 (Funding to be drawn on as needed throughout the year and would be directly paid to hotels hosting journalists) 4. Targeted Roadshow Marketing: SLO TBID and SLO Wine Country to host “roadshows” to targeted regional CA cities to build brand awareness of wine country and SLO City destination. Partnership would include a sweepstakes giveaway to secure emails/lists and social media promotion during event. This was a new addition to last year’s partnership and SLO Wine/SLO City hosted a unique experience at LA Magazine’s “The Food Event”. Sponsor dollars covered some costs for the booth space. Other potential roadshows options include: LA Food & Wine Festival, Aspen Food & Wine (w/new Denver direct flight). Funding Requested: $8000 Annually TOTAL FUNDING REQUESTED: $21,000 TOTAL FUNDING TO SLO WINE: $18,000 We believe a partnership at this level will leverage both SLO Wine and the City’s efforts to brand SLO as the place to see, stay, eat/taste and explore when traveling to the Central Coast. Looking long-term, this partnership will create top of mind awareness for wine enthusiasts when booking their stay in SLO County. While cross promoting SLO City lodging partners, SLO Wine is the perfect platform for creating symbiotic relationships as wine tasting becomes more of an integral part of our traveler’s SLO County experience. By continuing this partnership, SLO City will be included in all aspects of marketing within the scope of SLO Wine Country’s promotional efforts. 2018-19 DRAFT Dear Interested Organization: The City of San Luis Obispo's Community Promotions Program comprised of the Tourism Business Improvement District (TBID) and the Promotional Coordinating Committee (PCC), under direction of the City Council, recognizes that cultural, social and recreational events make significant contributions to the overall quality of life in and visitor attraction to the City of San Luis Obispo. Accordingly, the City maintains a local special event sponsorship program, referred to as the Events Promotion through this application process, to assist in the development and promotion of such activities within our community. The purpose of the Event Promotion sponsorship is to develop a year-round diverse calendar of destination events in the City of San Luis Obispo. The City is seeking new destination events that showcase the attributes of our City to significantly attract tourists to our destination and enhance the experience for the local community, or existing destination events that are developing new features to their program. Events applying should maintain the intention to keep the event located in the City of San Luis Obispo even after the sponsorship support has been termed out. To be considered for local special event sponsorship funding, events must have clearly stated goals, and the event producer must be able to demonstrate that their financial management practices are sound and insure accountability. The City is unlikely to fund new projects which duplicate or conflict with existing programs, services, or events. Project collaboration among organizations is encouraged. Sponsorship funding is subject to budget constraints. Based on the limited amount of funding available, applications will be reviewed in consideration of all application submissions, and the submission of a complete application does not guarantee funding. This application process does not limit the TBID or PCC from directly funding special events outside of this application process. The application must be submitted in the following manner: A. One digital copy sent to cburns@slocity.org. B. Eight sets (8) of the application (typed, clipped, and 3-hole punched). C. One copy of: • your event’s previous year financial statement or budget details for a start-up event • a listing of all officers and/or staff • tax exempt certification/ or business license in the City of SLO (City of SLO business license must be obtained if funds are awarded) • signed statement of limitations and payment disbursement (Attachment 4) PLEASE DO NOT SUBMIT OTHER SUPPLEMENTAL MATERIALS WITH THE APPLICATION OR BIND/STAPLE YOUR APPLICATION MATERIALS. 2018-19 DRAFT It is important that your application provide all the requested information. Clear, concise and original applications are best. Your original application should be hand delivered or mailed to: Community Promotions Program- Events Subcommittee Attn: Tourism Coordinator City of San Luis Obispo Administration 990 Palm Street San Luis Obispo, CA 93401 Events Promotion Program Timeline Please note the following dates: 1. June 1, 2018 - Application information available on the City’s website. 2. June 6, 2018 at TBD Special Meeting of the Events Promotion Subcommittee - An informational workshop will be held in the Council Chambers at City Hall, 990 Palm Street, to answer questions regarding the special event sponsorship process. 3. July 6, 2018 - Completed applications will be due to the City Administration Office by 5:00 p.m. LATE OR INCOMPLETE APPLICATIONS WILL NOT BE ACCEPTED. 4. Weeks of July 16th – July 27th - Events will be required to participate in a question and answer session with the subcommittee members. (Applicants will be notified of this meeting by email). 5. August 8, 2018 - Recommendations from the subcommittee will be made to PCC/TBID Boards during regular committee meetings. 6. September 2018 - Grant contracting with organizations will begin. Grants available to approved organizations when fully executed agreements are returned. If you have any questions, please contact Chantal Burns at 781-7152 or cburns@slocity.org. 2018-19 DRAFT COMMUNITY PROMOTIONS PROGRAM SPECIAL EVENT SPONSORSHIP APPLICATION ASSESSMENT CRITERIA Applications submitted to the TBID/PCC will be evaluated both in terms of the applicant and the event proposal using the following criteria: APPLICANT CRITERIA 1. Applicant organization must have a clearly stated purpose and function and be responsible for the planning and provision of a cultural, social or recreational program/event. 2. Applicant must demonstrate that it has the managerial and fiscal competence to complete the proposed project. Repeat applicants must have a successful history of using prior sponsorship funds, as evidenced by a completed and accepted Final Report. 4. The organization must give evidence that it has examined and weighed the financial ability of the target population to support its program or event. 5. The organization must extend its program to the general public and may not exclude anyone by reason of race, religion, sex, national origin, sexual orientation, age, physical, mental or economic status. 6. The applicant organization must comply with the final report evaluation process as requested by the Events Subcommittee. Final report must be received within 60 days of the conclusion of the event unless otherwise approved in writing by the Tourism Coordinator. 7. Applicant does not need to maintain non-profit status for sponsorship consideration. 8. Events who have received funding through the PCC’s grants-in-aid (GIA) program for the current event year, will not be eligible for additional event sponsorship funds through this application. SPONSORSHIP CRITERIA & GUIDELINES 1. Priority will be given to organizations requesting “seed money” for new destination events or to enter new promotional markets outside of San Luis Obispo. 2. Priority will be given to events that take place in the City of San Luis Obispo or events of special benefit to the City of San Luis Obispo. 3. Event sponsorship requests must meet both of the purposes below: • Of tourism promotion advantage to the City of San Luis Obispo and; • Of cultural, social, and/or recreational benefit to the residents of the City of San Luis Obispo. 2018-19 DRAFT 4. Priority may be given to events that take place in “non-peak” tourism months (October through March) with the goal of bringing people to San Luis Obispo. 5. Priority will be given to requests pertaining to marketing and promotional efforts for the event in order to drive visitors and tourists to the City of San Luis Obispo. 6. Organization must disclose other requests for City support that are being pursued (i.e support from Parks & Rec, Public Works, etc). 7. Organization must state co-opportunities or other tourism sponsors that are actively pursued. 8. Demonstrated financial need is considered, although events with potentially greater promotional benefit to the City of San Luis Obispo will be given higher consideration. The following tiered structure provides guidelines that will be used to establish the consideration of the event support.  Category One: An existing event in pursuit of expanding current marketing outreach to draw in new attendees from outside San Luis Obispo County and bring tourists to the City of San Luis Obispo. The organization effectively brings tourists from outside San Luis Obispo County to the City of San Luis Obispo. The organization agrees to at minimum: incorporate the City’s tourism logo, tourism website, and lodging phone number on all marketing material and event website; the event must encourage overnight stays with the City’s lodging partners; the organization must include City of San Luis Obispo visitor and tourism information in its mailings and marketing outreach; event will provide tickets for participation/promotion.  Category Two: An existing event offering “new” event components, features, or experiences. Events that are expanding their event offerings in addition to marketing reach beyond San Luis Obispo County. The organization effectively brings tourists from outside San Luis Obispo County to the City of San Luis Obispo. The organization agrees to at minimum: incorporate the City’s tourism logo, tourism website, and lodging phone number on all marketing material and event website; the event must encourage overnight stays with the City’s lodging partners; the organization must include City of San Luis Obispo visitor and tourism information in its mailings and marketing outreach; if appropriate provide City promotional space (booth) at the event; event will provide tickets for participation/promotion.  Category Three: A new destination event applying for seed money to fund the event startup. This is a brand new event that is looking for significant sponsorship to support the initial launch of the event. The event will effectively bring tourists from outside San Luis Obispo County to the City of San Luis Obispo. The organization agrees to at minimum: incorporate the City’s tourism logo, tourism website, and lodging phone number on all marketing material and event website; the organization must include City of San Luis Obispo visitor and tourism information in its mailings and marketing outreach; if appropriate provide City promotional space (booth) at the event; event will provide tickets for participation/promotion. The event will also exclusively promote the City’s lodging partners as the “place to stay”. 2018-19 DRAFT Sustainable Funding Process The Sustainable Funding process allows an organization to receive up to three years of sponsorship funding. Repeat recipients can anticipate a reduction in sponsorship funding. After the initial year of funding, repeat recipient awards are typically reduced by one third each year for a total of three years of funding or as budgets allow. This rule has been established to assure the Community Promotions Program will have the opportunity to foster new events for the City of San Luis Obispo and encourage event organizers to become self-sustaining by cultivating new community partners and securing ongoing diverse funding options. The TBID and PCC request that in applying for sponsorship funds, the event has the intention to keep the event located in the City of San Luis Obispo once the three-year sustainable funding model has been exhausted. Adherence to this process is at the discretion of the TBID and PCC committees. 2018-19 DRAFT EVENT SPONSORSHIP APPLICATION FORM DATE(S) OF EVENT: __________________________________________________ NAME OF EVENT: ____________________________________________________ EVENT LOCATION: ___________________________________________________ NAME OF ORGANIZATION: ADDRESS OF ORGANIZATION: _______________________________________________________________________________ WEBSITE URL: ________________________________________________________________ NAME OF CONTACT PERSON: TELEPHONE NUMBER: E-MAIL ADDRESS: TOTAL AMOUNT REQUESTED: PURPOSE OF SPONSORSHIP REQUEST (check all that apply):  In-County Event Advertising/ Promotion  Out-of-County Event Advertising/ Promotion  Event Logistics  Event Production  Event Staff Compensation  Other: ___________________________________________________________________ Please select the category that best represents your funding request:  Category One: An existing event in pursuit of expanding current marketing outreach to draw in new attendees from outside San Luis Obispo County and bring tourists to the City of San Luis Obispo.  Category Two: An existing event offering “new” event components, features, or experiences.  Category Three: A new destination event applying for seed money to fund the event startup. 2018-19 DRAFT Please complete the entire application, answering all requests for information. 1. Provide a brief description of your organization and its cause. 2. Provide a brief description of your event. 3. Provide a brief description of how/what the requested funds will be used? 4. Will your event be taking place within the City of San Luis Obispo? Yes ___ No ____ Venue Name: Venue Location: 5. Has a City permit been issued for your event or have contracted the venue for your event date? Yes ___ No ____ 2018-19 DRAFT Note: For use of City facilities, venues, or services, applications must be received no later than 90 days in advance and can be accepted up to 1 year in advance. The application form can be found on the slocity.org. Application and fees are payable to the City of San Luis Obispo and can be submitted directly to the Parks and Recreation Department located at 1341 Nipomo Street, San Luis Obispo, CA 93401. Event applicants shall be responsible for securing a separate Special Event Permit with the City. 6. If you are a for-profit organization, do you give a percentage of your income from this event to a charity? Yes ___ No ____ If yes, please complete the following questions: Is the charity local or national? Local _____ National _____ Name of the Charity/ies): ___________________________ How does the charity benefit for your donation? Cash ______ In-Kind_______ Explain: How do you select the charity? 7. Is this a first year the event will take place? Yes ___ No ____ If yes, skip to question number 13 8. If not, how many years has it taken place? 9. Where has it taken place previously? 10. How is this year’s event different this year from prior years? 2018-19 DRAFT 11. Historical Attendance: 12. Historical percentage breakdown of in-county vs. out-of-county attendees: 13. What is the return on investment trend for your event? 14. Expected Event Attendance: 15. Expected percentage of in-county vs. out-of-county attendees: ____________ in-county attendees ____________ out-of-county attendees 16. Who is your target audience? 17. Where is your primary and secondary geographic target market? Primary _____________________ Secondary ______________________ 18. Do you sell tickets or is it a free event? Tickets____ Free____ If tickets are required, please provide the price range. 2018-19 DRAFT 19. Have you requested funding from other organizations/entities? Yes ___ No ___ If yes, please provide the names of these organizations and funding entities. 20. When are the funds needed for the event? 21. What is the overall budget for the event? 22. What are you willing to offer the City and TBID members in exchange for the sponsorship funds for your event? (Ex. Exclusive lodging partnership, discounted tickets for lodging packages, complimentary tickets for promotional use, etc) 23. Is it your intention to keep the event located in San Luis Obispo once City sponsorship funding is exhausted? Yes ___ No ___ 24. What is the anticipated longevity of the event to take place in the City of San Luis Obispo? 2018-19 DRAFT Event Worksheets The worksheets below are simplified examples of what information we are looking to review. Please use a separate sheet if more space is needed. Line Item Funding Request: Indicate total amount requested from the City of San Luis Obispo, including a prioritized list of individual line items making up the total. Event Component Amount Total $ Line Item Event Budget: Provide a detailed budget for the complete event, listing all available support and income sources. Source Amount TOTAL $ 2018-19 DRAFT Detailed Media Plan: Provide a detailed Media Plan including traditional and online media. Media Outlet Type & Frequency Cost of advertising Example: LA Times Online Banners / 1,000 impressions $ XXXXX The Tribune ½ page ads / 3 times $ XXXXX Crowd control plan: Provide your crowd control and safety plan (parades or large special events only). Please provide any additional information you would like to share. Be sure to include all supplemental materials as requested. Thank you. Return Application to: Community Promotions Program – Events Subcommittee Attn: Tourism Coordinator City of San Luis Obispo Administration 990 Palm Street San Luis Obispo, CA 93401 2018-19 DRAFT Post-Event Final Report Guidelines Organization: ___________________________________________ Event Dates: ___________________ ** Final report must be received within 60 days of the conclusion of the event unless otherwise approved in writing by the Tourism Coordinator. The report must include the following:  Administrator’s Report: A brief synopsis of the event. Please include a statement describing activities, services, or programs provided, and any changes that have occurred during the reporting period.  Statistical Survey: Include the number of participants in the event. Survey should also include, to the best of your ability, the demographic make-up of participants, i.e., residents, non-residents, and age groups (youth, teens, adults or senior citizens), and the source the data is based on. This section should also include the return-on-investment details from the event for the City of San Luis Obispo and TBID members.  Financial Report: A financial statement that details how the Events Promotion sponsorship funds have been expended.  Recognition: Provide proof of your organization’s acknowledgement of the City’s support in promotional materials used for the event and how City Tourism message was integrated into the overall event campaign. Please submit reports that illustrate how the event generated leads and traffic. COMMUNITY PROMOTIONS PROGRAM STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT Please read the following document and sign to indicate that you have read and understand it. Limitations: This application does not commit the sponsor to award sponsorship or to pay any costs incurred in the preparation of this application or to procure or contract for services or supplies. The City reserves the right to accept or reject any or all applications received, to fund on a line item basis, to negotiate with all qualified applicants, or to cancel in part or in its entirety this program, if it is in the best interest of the City to do so. Payment of Funds: All duties, obligations, and disbursements of funds are shall be governed by the provisions of the agreement between the City and the applicant receiving funds. • An applicant that is awarded funds shall enter into a contractual agreement with the City of San Luis Obispo for stated program during the current grant period. • The payment schedule will be stated in the contractual agreement. • The contracting agency will agree to provide reports in such form and detail as may be required by the City and the TBID/PCC to monitor contract performance prior to payment for programs. • The contracting agency will provide the City with an annual audit by an independent auditor to be approved by the City, if the City should so request. • Should the funds not be used in the manner specified within the contract, the organization will be required to return the funds to the City of San Luis Obispo, (Sample copies of standard City contract forms can be provided by the Tourism Coordinator upon request.) I, , (printed or typed name of authorized applicant organization representative), have read the above statement and fully understand its contents and implications. I further attest that all the information contained in this application is accurate to the best of my knowledge. Signature Date Title Applicant Organization 1   EVENT SPONSORSHIP APPLICATION FORM       DATE(S) OF EVENT: ______November 12‐14, 2018_____    NAME OF EVENT:  _Sustainable Ag Expo__________________________________    EVENT LOCATION: __Madonna Expo Center__________________________    NAME OF ORGANIZATION: Central Coast Vineyard Team         ADDRESS OF ORGANIZATION:    _____5915 El Camino Real, Atascadero, CA 93422  WEBSITE URL: _______sustainableagexpo.org__________________________________________    NAME OF CONTACT PERSON:  Kris Beal, Executive Director         TELEPHONE NUMBER:  466‐2288          E‐MAIL ADDRESS:     kris@vineyardteam.org         TOTAL AMOUNT REQUESTED:  $7500               PURPOSE OF SPONSORSHIP REQUEST (check all that apply):     In‐County Event Advertising/ Promotion   XX   Out‐of‐County Event Advertising/ Promotion    Event Logistics   Event Production   Event Staff Compensation       Other: ___________________________________________________________________       Please select the category that best represents your funding request:     XX Category One:  An existing event in pursuit of expanding current marketing outreach to draw in new attendees from  outside San Luis Obispo County and bring tourists to the City of San Luis Obispo.    Category Two: An existing event offering “new” event components, features, or experiences.    Category Three:  A new destination event applying for seed money to fund the event startup.    2 Please complete the entire application, answering all requests for information.    1. Provide a brief description of your organization and its cause.  The Vineyard Team is a non‐profit organization promoting sustainable vineyard practices since 1994. The  organization represents 80K acres and over 300 members and conducts robust research and education programs, in  addition to farmworker outreach. The Vineyard Team is a trusted and influential agricultural organization, interfacing  with regulatory agencies, university, and community.    2. Provide a brief description of your event.   The Sustainable Ag Expo historically was a two‐day educational symposium plus complete trade show highlighting  goods and services supporting sustainable ag practices. The event attracts agricultural vendors and decision makers  from outside of SLO County and attracts high profile speakers.     The 2017 successfully added a full day to this event and was well received by attendees and vendors. Staff will build  upon this success to continue to attract mid‐week out of town visitors to San Luis Obispo.    3. Provide a brief description of how/what the requested funds will be used?   $7500 for non‐local advertising    4. Will your event be taking place within the City of San Luis Obispo?   Yes XX    No ____  Venue Name:  Madonna Inn Expo Center    5. Has a City permit been issued for your event or have contracted the venue for your event date?   Yes XX    No ____    6. If you are a for‐profit organization, do you give a percentage of your income from this event to a charity?      Yes n/a       No ____    Net revenue from this event goes back into the Vineyard Team (non‐profit) programs to support sustainable ag  research and education.    7. Is this a first year the event will take place?   Yes ___   No XX     8. If not, how many years has it taken place?  13 years    9. Where has it taken place previously?   San Luis Obispo, Paso Robles, Monterey    10. How is this year’s event different this year from prior years?      This year’s event will bring in a headline speaker from Australia to attract high quality visitors from outside the  region and strengthen the Day 3 programming to retain visitors for the full conference.    11. Historical Attendance:  2017 total attendees was 630 and includes attendees, speakers, vendors, sponsors    12. Historical percentage breakdown of in‐county vs. out‐of‐county attendees:    The event continues to see growth both in total attendees and non‐local attendees from prior years. Non‐local event  attendees increased from 315 to 401 from 2016 to 2017. Non local visitors represented 63% of the total attendance  to this year’s Sustainable Ag Expo. Non‐local attendees came from Northern California, Southern California, and the  San Joaquin Valley. 63 people visited from outside of California.    13. What is the return on investment trend for your event?   3 At $127 ADR, the value of 401 non‐local visitors is $152,781 (assuming a three night stay). This is conservative  considering most non‐locals would actually need to stay four nights. This does not include other dollars spent in San  Luis Obispo on dining. It is typical for vendors and sponsors to host clients at premium type meals during this event.    14. Expected Event Attendance:  650    15. Expected percentage of in‐county vs. out‐of‐county attendees:    35% in‐county attendees   65% out‐of‐county attendees     16. Who is your target audience?   Farmers, Managers, Owners  Ag Company reps  University, Consultant, Pest Control Advisors    17. Where is your primary and secondary geographic target market?  Primary ___North Coast___________  Secondary   __Central Valley_____________    18. Do you sell tickets or is it a free event?    Tickets XX  Free____  If tickets are required, please provide the price range.     $175 ‐ $425    19. Have you requested funding from other organizations/entities?     Yes ___  No  XX    20. When are the funds needed for the event?  Immediately, to secure print and digital advertising    21. What is the overall budget for the event?   $135K    22. What are you willing to offer the City and TBID members in exchange for the sponsorship funds for your event?  (Ex. Exclusive lodging partnership, discounted tickets for lodging packages, complimentary tickets for promotional use,  etc)  We will offer exclusive lodging partnerships and logo recognition/visitor welcome packets for all promotional  materials (web, email, ad, signage, program). We are committed to customizing a mutually beneficial package.    23. Is it your intention to keep the event located in San Luis Obispo once City sponsorship funding is exhausted?  Yes   XX  No ___    24. What is the anticipated longevity of the event to take place in the City of San Luis Obispo?     We anticipate anchoring the Sustainable Ag Expo in San Luis Obispo for the long‐term. By investing in the event, we  are investing in new visitors and extending the length of stay for current visitors. Many of these become repeat  visitors, so the value extends into the future.      Event Worksheets  The worksheets below are simplified examples of what information we are looking to review.   Please use a separate sheet if more space is needed.        Line Item Funding Request: Indicate total amount requested from the City of San Luis Obispo, including a prioritized list of  individual line items making up the total.    4           Event Component  Amount  Non local advertising  $7500     Total $7500       Line Item Event Budget: Provide a detailed budget for the complete event, listing all available support and income  sources.    EXPO Event Jan - Dec 18 Income EXPO Income 165,000.00 Total Income 165,000.00 Expense Consultant 10,000.00 Credit Card Processing Fees Event Receptions 35,000.00 Insurance - Health 2,000.00 Insurance - Liability 250.00 Licenses, Fees, Permits (govt) Mileage, Parking,Transportation 3,000.00 Office Supplies, Expense 500.00 Outreach, Promo Materials 2,500.00 Payroll Fees 125.00 Payroll - Gross Wages 25,000.00 Payroll Taxes - FICA, SUI et al 1,250.00 Postage, Delivery 4,000.00 Printing, Copies 2,000.00 Professional Fees - Accounting 2,000.00 Rent - Equip, Facilities 32,000.00 Simple IRA - Employer Match 1,000.00 Travel, Lodging 3,000.00 Website, Internet Consultant 1,500.00 Total Expense 123,125.00 Net Income 41,875.00   5 Detailed Media Plan: Provide a detailed Media Plan including traditional and online media.    Media Outlet  Type & Frequency  Cost of advertising  Digital ‐       Trade – WBM,   6x ‐ Fall  $2500  Social Ongoing with Look Alike Audiences  and Targeting $2500  Google Ad Geographic and Key Word  Targeting 2500            Crowd control plan: Provide your crowd control and safety plan (parades or large special events only).    n/a    Please provide any additional information you would like to share.     Prior advertisement focused on print and postcards. We already have the lists to continue the postcard efforts and  would like to expand targeted social media marketing with specific look alike audiences based on our current  stakeholders. This has been successful in other areas and we use the immediate feedback and metrics associated  with digital marketing to refine tactics and goals.     We anticipate that bringing in an international expert this year will also grow credibility and attendance. We find  that we have a lot of repeat attendees, so attracting new people typically means a return visitor over time.     We are open to creative promotional ideas and are excited to maximize exposure of SLO as a desirable business  event destination. We believe that the success of this event can be used to help market SLO to other professional  event planners. We are committed to incentivizing lodging in SLO, through packages, promotions, and  exclusive/dedicated rates.    Be sure to include all supplemental materials as requested.  Thank you.    Return Application to:  Community Promotions Program – Events Subcommittee   Attn: Tourism Coordinator  City of San Luis Obispo Administration  990 Palm Street  San Luis Obispo, CA 93401  6   COMMUNITY PROMOTIONS PROGRAM   STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT      Please read the following document and sign to indicate that you have read and understand it.     Limitations:    This application does not commit the sponsor to award sponsorship or to pay any costs incurred in the  preparation of this application or to procure or contract for services or supplies.  The City reserves the right  to accept or reject any or all applications received, to fund on a line item basis, to negotiate with all qualified  applicants, or to cancel in part or in its entirety this program, if it is in the best interest of the City to do so.    Payment of Funds:     All duties, obligations, and disbursements of funds are shall be governed by the provisions of the agreement  between the City and the applicant receiving funds.     An applicant that is awarded funds shall enter into a contractual agreement with the City of San Luis  Obispo for stated program during the current grant period.      The payment schedule will be stated in the contractual agreement.     The contracting agency will agree to provide reports in such form and detail as may be required by the  City and the TBID/PCC to monitor contract performance prior to payment for programs.     The contracting agency will provide the City with an annual audit by an independent auditor to be  approved by the City, if the City should so request.     Should the funds not be used in the manner specified within the contract, the organization will be  required to return the funds to the City of San Luis Obispo,     (Sample copies of standard City contract forms can be provided by the Tourism Coordinator upon request.)      I,  Kris Beal, for the Vineyard Team                                       , (printed or typed name of authorized applicant  organization  representative),  have  read  the  above  statement  and  fully  understand  its  contents  and  implications.  I further attest that all the information contained in this application is accurate to the best of  my knowledge.    Signature        Kris Beal                                                                                           Date  5/18/17                         Title   Executive Director                                                                           Applicant Organization        Vineyard Team                                 Causemedia Group, LLC, dba Matchfire 1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150 SLO TBID | EVENTS CALENDAR PROPOSAL May 2, 2018 Summary Currently, the events calendar on SanLuisObispoVacations.com is powered by the SLO Happenings CMS. Community members can upload their events to the CMS and through an API, it is imported into our Wordpress CMS. Events are held in our Wordpress CMS for moderation, reviewed and then published. The SLO Happenings CMS and accompanying app is managed by the Promotional Coordinating Committee (PCC). The PCC has decided to phase out the SLO Happenings Ap p, and the agency managing the events calendar will be stepping away from the project July 1, 2018. This, in effect, has created two problems – 1. TBID needs a solution to power events on SanLuisObispoVacations.com 2. PCC needs a strategy for phasing out the SLO Happenings app, and for “Phase 2” of SLO Happenings as a brand/campaign Solution Events Calendar The phase out of SLO Happenings gives us an opportunity to rebuild the TBID events calendar and achieve several things: • Create THE events calendar for San Luis Obispo • Enhance our website user experience and visitor experience • Continue to allow community members, organizations, etc. to enter their event • Enhance relationships with organizations and venues who offer events in SLO Technical Solution The TBID events calendar is currently populated by the SLO Happenings event calendar, powered by a hosted API (software as a service). The current, hosted API requires multiple technical “hacks” and manual adjustments needed to accurately populate the SanLuisObispoVacations.com calendar. Additionally, the API doesn’t handle recurring or multi -day events, well, nor does it allow for multiple tags or related events. Due to these restrictions, we’ve currently turned off automation of the API and switched to a manual approval process – this is not sustainable nor our preferred approach. Our recommendation is to switch from a hosted API, to a third -party module, Event On: http://www.myeventon.com/. This third-party WordPress module includes all the features and functionality needed for our site. Additionally, we would have access to the code to extend it as needed, but Event On maintains the code, providing updates as needed. Causemedia Group, LLC, dba Matchfire 1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150 Why we like it: • Widely supported and widely used full event management system • Many front-end features for users to customize their searching and display of events (Calendar, List, This Week, Filters, etc.) • Handles many variations of event timeframes • Extensive library of add ons available to extend functionality o User permissions to allow for certain users to submit their events without moderation o Photo galleries for events o Add to calendar functionality • Is software we install, not a software as a service, so we can extend and r ework ourselves • JSON API can allow for quickly extending and syndicating into other partner sites or apps • CSV Import can allow for easy bulk import of events when appropriate • Events have multiple options with Photos, Maps, Directions, Organizer Feature, Ca lendar Integrations, Social Sharing • Allows for user submitted events with moderation The new calendar would integrate into SanLuisObispoVacations.com as follows: • Style all the various views to match the overall look and feel of the current site • Import all current events into new event architecture • Extend current filtering and relating of events • Add in related event modules in blog articles and pages • Provide multiple ways to view matching events (List, Calendar, Tiles) • Extend over time using API or modifying code directly to support email integrations, custom APIs, etc. Promotion of New Calendar • Paid – o Facebook + Instagram Boosted Posts – ▪ Promote a weekly What’s Happening in SLO post – promote regionally, features SLO City specific events/happenings. o SEM – Excluded from cost; would be included in TBID paid media plan for FY 18 -20. ▪ Purchase exact match keywords for SLO Happenings; keep location targeting narrow and include those “interested in your location” to capture visitors. ▪ Purchase “local events” keywords; targeted to SLO County specifically (PCC). • Community outreach – o Tourism Coordinator to setup informational/training session with local organizations to show them how to use the new calendar and become a “power users.” Foster better, more collaborative relationships with organizations hosting multiple events throughout the year: ▪ PAC SLO ▪ SLO Repertory Theatre Causemedia Group, LLC, dba Matchfire 1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150 ▪ SLO Museum of Art ▪ Children’s Museum ▪ Cal Poly ▪ Chamber o Tourism Coordinator to work with above organizations to create content for the ShareSLO blog, on ongoing basis. Enables events to create awareness about their event and generates content for ShareSLO for a variety of authors. o Tourism Coordinator will also add events to the calendar weekly, sourcing from various local calendars. o Matchfire will continue to dedicate 0.5-1 hour weekly, managing the event calendar. SLO Happenings App + Brand Part of the TBID’s original Strategic Clarity Plan was fixing the “SLO Brand Log Jam.” The phase out of the SLO Happenings App is the perfect time to consolidate the SLO Happenings Brand with ShareSLO and eliminate some of the brand confusion. This also gives us an opportunity to incorporate SLO Happenings content into the ShareSLO. This will be done by – • Directing SLO Happenings fans to like/follow ShareSLO – July 1 – 31 o Organic posts • Publishing “Sorry this page has closed!” post – August 1 – 30 o Redirect SLOHappenings.com to SanLuisObispoVacations.com o Redirect SLOCity.org mentions of SLO Happenings to new calendar on SanLuisObispoVacations.com o Attempt to merge Facebook Pages • Phase out of app – July 1 – 31 o Notify install base o Remove from App Store • Unpublishing social channels on August 1 • Incorporate SLO Happenings Content in ShareSLO – There is an organic affinity between the two brands that lends itself to easily incorporating SLO Happenings Content into ShareSLO. We propose making “SLO Happenings” an ongoing campaign with weekly content features, as noted below. This not only maintains the SLO Happenings identity, but boosts the potential reach and engagement of ShareSLO content: o Weekly “What’s Happening This Weekend in SLO” Instagram Story featuring events and happenings. o Ticket Tuesday giveaway on Instagram – Managed by Tourism Coordinator and Matchfire. Tickets for events will be sourced and distributed by Tourism Coordinator. o Promoted post of Weekly What’s Happening in SLO (City specific events) (promoted regional). o “What’s Happening in SLO” events monthly email Causemedia Group, LLC, dba Matchfire 1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150 o Monthly reminder to community to upload events via social media (and sec tion of above email). Sunset the App The phase out of the SLO Happenings App should begin June 1 with a notification to existing install base that as of July 1 the app will no longer be available. Direct them to SanLuisObispoVacations.com for event listings. Remove the app from the App Store on July 1. Cost + Timeline We’re requesting that this initiative be jointly funded by the SLO TBID and the PCC, as follows – Cost Fee Schedule TBID Design + Development of Events Calendar $20,000 One-time, due upon signing (FY 17-18) Outreach, Content Strategy + Setup* $20,000 One-time, due upon signing (FY 17-18) License Fee (hard cost) $1,000/annually Annual, 1 website (FY 17-18) PCC Phase out of SLO Happenings App + Social Channels $2,500 One-time, due upon signing (FY 18-19) Weekly What’s Happening in SLO Post + Promotion of Post + Monthly One-Sheet Report $1,200/monthly Billed quarterly (FY 18-19) Paid Media Spend (hard cost) $200/monthly Billed quarterly (FY 18-19) Causemedia Group, LLC, dba Matchfire 1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150 *Includes: • Training Tourism Coordinator on new calendar • Assisting with strategy for community outreach and developing accompanying outreach materials • Coordinating + posting + monitoring Ticket Tuesday content • Design + development + content of new monthly OR weekly events email Ph 805 545 8887 711 Tank Farm Road Ste. 210 San Luis Obispo, CA 93401 www.amfmediagroup.com May 2, 2018 ESTIMATE SLOTBID Marketing Items Promotional Swag SLOTBID Logo Stickers for folders, folders, flash drives, bound journals, reusable bags, chapsticks, logo socks, logo gum. $19,000 Extended SEM Program May 2018 – September 2018 $8,000 Influencer Marketing Initiative Hard costs to host influencers over summer months $5,000 Foam Letters 4-foot foam letter installation for brand activations at SLOTBID sponsored events, to spell #ShareSLO, for photo opportunities $3,500 Total: $35,000 Estimate is +\- 10%. Although due diligence is exercised to ensure accuracy and legal compliance, the client accepts full responsibility for all statements and claims. Estimate does not include state and/or local sales taxes. Estimate does not include applicable shipping and/or handing, unless specified. Client accepts responsibility to inspect the product on receipt and advise agency immediately of any errors. Estimate is based on project initiation within 60 days. Any rush charges incurred will be billed separately. Estimate does not include purchase of photographs or other images. Client will be charged at standard hourly rates once estimate time has been exceeded. A 100% advance payment for postage, when applicable, is required upon acceptance of this estimate. Balance due upon receipt of goods and/or services. A 50% deposit is required for any outside miscellaneous expenses (such as photography, mailing services, videography, etc.), upon acceptance of this estimate. Balance due upon receipt of goods and/or services. A ____% deposit is required upon acceptance of this estimate. Balance due upon receipt of goods and/or services. AMF Media Group acts solely as agent for the above named client(s) according to specific authorization signed and given to AMF by the Client. The Client having accepted full liability, AMF is hereby relieved of personal liability for space, time, engravings, composition, printing, and/or other items ordered under the Client's authorization. Unless otherwise set forth by AMF, the Supplier agrees to hold AMF solely liable for payment to the extent proceeds have cleared from the Client to AMF for materials and/or services ordered in accordance with the contract. For sums owing but not cleared to AMF, the Supplier agrees to hold the Client herein named solely liable. AMF agrees to undertake collection, including related expenses, and forward moneys due the Supplier under this order, with diligence and good faith. Approved by:_______________________________________________ Date:________________ Causemedia Group, LLC, dba Matchfire 1880 Santa Barbara Ave, Suite 260 · San Luis Obispo, CA 93401 · 805.786.0150 ShareSLO Influencer Strategy Strategy Word of mouth is one of the most trusted forms of advertising for a tourism brand, as it relates to influencing the behaviors of potential customers. While the concept of word of mouth marketing is not a new marketing tactic it has been greatly empowered with the rise of social media. Social Media has introduced a new level of individual influence that is changing how consumers research and plan their next vacation. Individual influence becomes powerful with engaging, polished content and distribution that aligns with the destination’s brand values. Matchfire would like to launch a pilot influencer program, leveraging local influencers to share the inside scoop on SLO. This program is intended to: • Re-engage and re-invigorate the ShareSLO brand • Share authentic SLOcal experiences • Create reusable first-person content • Extend ShareSLO’s content reach to new audiences • Increase ShareSLO’s brand trust • Grow ShareSLO’s community engagement • Test concept to create infrastructure for future expanded program Tactics • Leverage local influencers and their reach • Activate creative SLOcal itineraries • Create real-time Instagram stories for ShareSLO account Budget Matchfire is requesting TBID allocate $5,000 to support this pilot program. The funds will be used for: • Event tickets • Activity fees • Hotel rooms • Meals • Thank you swag Tourism Business Improvement District Management Committee Meeting Minutes April 9, 2018– 4:00 pm Conference Room #1- 919 Palm St, San Luis Obispo PRESENT: Clint Pearce, Nipool Patel, Pragna Mueller-Patel STAFF PRESENT: Molly Cano, Tourism Manager; Chantal Burns, Tourism Coordinator Call to order time: 4:03 pm BUSINESS ITEMS 1. Strategic Plan Refresh Staff reviewed the timeline and process of developing the TBID strategic plan with the committee. The committee then discussed the previous plan’s implementation and would like to have an in-depth review of the current plan’s impacts and results with the Board. The committee discussed the value of holding a full strategic plan process vs. another update process for the plan. Staff will agendize the strategic plan planning process for future committee discussion as well as the Board. 2. Conference Budget Approval Staff presented the opportunity for the Tourism Coordinator, Chantal Burns, to attend the 2018 CCTC (Central Coast Tourism Council) retreat. The retreat aligns with Chantal’s personal and professional goals to be more involved and knowledgeable within the tourism industry and join a CCTC Committee. Having Chantal attend the retreat will also help staff divide and participate in more segments of the retreat. Staff confirmed that it would be around $1,000 for Chantal to attend and that there are unused budget dollars available to shift from the Tourism Manager’s approved travel allocations. The committee discussed and agreed that the Tourism Coordinator will attend the 2018 CCTC Retreat in April. 3. TBID Budget The committee discussed the current budget status, fund balance and the planning timeline for the 2018-19 fiscal year budget. The committee also discussed an additional analysis of what type of cushion or fund balance is optimal. 4. New Business Items i. Committee Discussion – the committee reviewed AMF’s requested to bid on the SLO Wine Country Association’s request for proposals for any conflicts with the established non-compete MOU. The committee did not feel there were any conflicts. ii. Future Agenda Items – none iii. Next Meeting Date- Thursday, May 3, 2018 at 10:30am Meeting was adjourned at 4:51 pm Tourism Business Improvement District Management Committee Meeting Minutes May 3, 2018– 10:30 am 990 Palm St, San Luis Obispo PRESENT: Nipool Patel, Pragna Mueller-Patel, Bruce Skidmore STAFF PRESENT: Molly Cano, Tourism Manager Call to order time: 10:31 am BUSINESS ITEMS 1. Fund Balance Review As follow up from the April Management Committee meeting, staff presented the fund reserve language from the current bylaws. The committee then discussed establishing a separate contingency fund within the annual program budget that would be available for the board to allocate as needed within a fiscal year. This fund would carry forward year to year as available This policy would be separate from and in addition to the funds reserve required dictated in the bylaws. 2. 2018-19 TBID Budget Preparation The committee discussed budget allocations for 2018-2019 fiscal year and directed staff on the recommended allocations. The committee allocated marketing agency $850,000 for the renewal of the 2nd and final 2-year contract extension. They allocated full funding for Chamber of Commerce Guest Service contract at $45,000 and the media monitoring service at $8400, and SLO Wine partnership in the requested amount of $21,000. Additional budget allocations were added in the following areas: Earmarked $5000 for the Central Coast Tourism Council East Coast Initiative, $5000 for California Hotel & Lodging Association group membership, $35,000 for Strategic Plan Development, $25,000 for Research Projects, and $100,000 for the new contingency fund. 3. New Business Items a. Committee Discussion – none b. Future Agenda Items – none c. Next Meeting Date- Thursday, June 7, 2018 at 10:00 am Meeting was adjourned at 11:42 am Tourism Business Improvement District Marketing Committee Meeting Minutes May 2, 2018 – 10:30 a.m. Council Hearing Room - 990 Palm St, San Luis Obispo BOARD MEMBERS PRESENT: Wilkins, Harris STAFF PRESENT: Molly Cano, Tourism Manager Call to order time: 10:46 a.m. BUSINESS ITEMS 1. Event Application Presentations and Review Representatives from the Sustainable Ag Expo and RaceSLO Ultra presented sponsorship opportunities for TBID support. Additionally, staff presented on behalf of the Grass Volleyball Tournament. Staff shared that based on the remaining funds available from the 2017-18 event promotion budget, there was up to $28,000 available for allocation. The committee reviewed the opportunities in-depth and establish recommendations to the Board on sponsorship support. Additionally, the committee reviewed the 2018-19 Annual Events Promotion Sponsorship application and timeline. The committee had no changes or adjustments. Recommendation: The committee recommended the Board approve the 2018-19 Events Promotion Sponsorship allocation and the funding for the following events for the remaining 2017-18 available event promotion budget: • Sustainable Ag Expo – sponsor the event as requested at $7,500 • RaceSLO Ultra – sponsor the event as requested at $5,000 • Grass Volleyball Tournament – sponsor the event at $5,000 contingent upon the organizer moving the event dates to either September 8-9 or September 22-23 due to Cal Poly move-in weekend. 2. Calendar of Events Discussion Matchfire presented the proposal for the merging of SLO Happenings into ShareSLO including the development of a new calendar of events solution for SanLuisObispoVacations.com. The committee discussed this with the agency and staff in detail and considered the impacts and opportunities for the TBID’s marketing programs. Ultimately the committee felt this solution and strategy would benefit the TBID and strengthen quality of content available to users as well as support the strategic initiative of “Breaking the SLO Brand log jam”. Recommendation: The committee recommended the TBID move forward with the proposal as presented. The funding for the program in the amount of $41,000 would come from the remaining fund balance. 3. Marketing Budget Review Staff and the marketing agencies presented recommendations for various collateral and advertising expenditures to carry the TBID marketing programs through the summer quarter until the two-year 2018-20 Marketing Plan is implemented. The recommendations included: promotional swag for $19,000, extended SEM program for May-September for $8,000, an influencer initiative for $5,000, and a reusable event installation feature (4’ SHARESLO foam letters) for $3,500. Recommendation: The committee recommended the approval of the collateral and advertising expenditures in the total amount of $35,000 as presented. The funding for the expenditures in the amount of $35,000 would come from the remaining fund balance. 4. New Business Items a. Committee Discussion – none b. Future Agenda Items – none c. Next Meeting Date- Wednesday, June 6, 2018 at 10:30 am Meeting was adjourned at 12:13 p.m. DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, April 11, 2018 Regular Meeting of the Promotional Coordinating Committee CALL TO ORDER A Regular Meeting of the Promotional Coordinating Committee was called to order on Wednesday, April 11, 2018 at 5:32 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Vice Chair Levi. ROLL CALL Present: Committee Members Diana Cozzi, Matthew Wilkins, Melissa Godsey, Dana Matteson, John Thomas, and Vice Chair Daniel Levi Absent: Chair Zoya Dixon Staff: Tourism Manager Molly Cano and Recording Secretary Kevin Christian. PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None OATH OF OFFICE Oath of office administered to new committee members Melissa Godsey and Dana Matteson. CONSENT AGENDA ACTION: MOTION BY COMMITTEE MEMBER WILKENS, SECOND BY COMMITTEE MEMBER COZZI, CARRIED (6-0) to approve the Consent Agenda items C1 to C7. C.1 Minutes of the Meeting on March 14, 2018 C.2 2017-18 Community Promotions Budget Report C.3 Public Relations Report, March Activity C.4 Grants-in-Aid (GIA) Support Report, March Activity C.5 Visitors Center Report, March Activity DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 2 C.6 SLO Happenings Promotions Report, March Activity C.7 Transit Occupancy Tax (TOT) Report PRESENTATIONS 1. San Luis Obispo Museum of Art (SLOMA) Update Jeff Al-Mashat, SLOMA Capital Campaign Director, presented an update on their current fund raising status, their vision of community partnerships, relationships with local business, museum infrastructure and staffing, and envisioned future funding sources and programs were presented. 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 Dusty Colyer-Worth, Visitor Center Manager reviewed the business activity and public relations activities from the past quarter. It was noted that recent weather disaster impacts to areas close to San Luis Obispo in turn impacted local tourism. It was also noted that the Rainy-Day promotion sold out quickly. Molly Kern, Director of Communications and Business Education reviewed the Chamber contract for marketing support, including their support on the PCC Grants in Aid program. The review of their public relations efforts included outreach with Thrillist and the SLO Film Festival. It was reported that “wellness” and “happiness” continue to be strong keyword trends in referencing San Luis Obispo in both online and traditional print news. A review of marketing efforts to promote San Luis Obispo in the Seattle market was also presented. Public Comments: None. ---End of Public Comments--- No action was taken on this item. DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 3 3. SLO Happenings Programs Quarterly Promotions Report Representatives from Solve presented their quarterly promotions activity report for the SLO Happenings program, highlighting an increase in video views. A review of the program services was presented, including ticket giveaways, app store optimization, an app tips and tricks document that was delivered to GIA applicants, and program metrics. Public Comments: None ---End of Public Comments--- No action was taken on this item BUSINESS ITEMS 1. San Luis Obispo Chamber of Commerce Partnership Consideration Molly Kern, Director of Communications and Business Education reviewed their 2018- 19 partnership proposals for Grant In Aid Support and City Tear Off Maps. A review of the map program and the marketing services offered to Grants in Aid recipients was presented. Public Comments: None. ---End of Public Comments--- No action was taken on this item DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 4 2. SLO Happenings Program Discussion (Committee Member Cozzi left at 7:05 during discussion of this item.) Tourism Manager Cano reviewed the program history, challenges, and potential options for the evolution of the SLO Happenings program. Options presented were: 1) Social media only. This would include possible expansion of social medial platforms currently being utilized. 2) Reposition the program as a campaign within ShareSLO, the TBID funded website platform. The committee discussed the pros and cons of the two proposed options and staff responded to questions for how funding might be allocated for either option. Public Comments: None. ---End of Public Comments--- By consensus, the committee directed staff to solicit proposals on the two discussed options with agencies of record, with the following expressed criteria: - Preference to move forward on a path that doesn’t continue to go up in cost. - Include a physical way for the community to input their events. - Maintain the SLO Happenings identity. - Continue to maintain a San Luis Obispo City community events focus. 3. 2018-19 Event Promotion Funding Discussion Tourism Manager Cano reviewed the history of the event promotion partnership between the PCC and the Tourism Business Improvement District (TBID), along with the funding calendar. The committee discussed the differences between the Grants in Aid (GIA) event promotion program for local non-profits, and special event promotion for events that fall outside of the GIA guidelines. Public Comments: None. ---End of Public Comments--- By consensus, the committee gave direction to staff to continue the programs “as is” for one final year. Following, they would prefer that events would only be eligible for funding from a single program budget. DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 5 4. 2018-19 Community Promotions Budget Tourism Manager Cano presented the anticipated 2018-19 program budget. The committee discussed the various line items considering presentation from vendors in Business Items 1 and 2, and developed the following preliminary budget: 2018-19 Expenditure Grants-in-Aid Program $ 100,000 Grants-in-Aid Support $ 30,000 Strategic Initiatives $ 40,000 SLO Happenings Program (Marketing/Support) $ 30,000 General Contract Services/ New Project $ 6,400 Visitors Center $ 112,600 PR Contract $ 34,000 Downtown Maps $ 9,000 Support Cost $ 5,000 Administration (.25 FTE) $ 36,386 Subtotal Amount $ 403,386 Funds Remaining $ - Total $ 403,386 Public Comments: None. ---End of Public Comments--- DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 6 PCC LIAISON REPORTS AND COMMUNICATION 1. Grants In Aid (GIA) Update No reports at this time. 2. TBID Board Report Committee Member and TBID Board member Wilkins reviewed the funding approval for a tourism survey. 3. Tourism Program Update - Tourism Manager Cano and reported that the City Showcase window project for the mid-state Fair has been advertised for artists, noted that the TBID VR experience was well received during recent tradeshow participation, reported that the Cal Poly related “SLO Discovery Weekend”, May 12-13, has had slow ticket sales, and reviewed upcoming meeting dates. ADJOURNMENT The meeting was adjourned at 8:25 p.m. The next regular meeting of the Promotional Coordinating Committee is scheduled for Wednesday, May 9, 2018 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/2018 - Industry Engagement - VSC Holds Annual Strategic Marketing Committee Retreat On March 13 Visit SLO CAL, its agencies and Marketing Committee members gathered in Avila Beach to dig into learnings from the previous year and start mapping the strategy for the year to come which will form the basis of the FY2018/19 Marketing Plan. Topics of discussion included DMO funnel & alignment including barriers and solutions, how we can align with Visit Calfiornia strategy and initiatives, and how to reduce duplication. Visit SLO CAL Activity Report, March 2018 Winter/Spring Media Update The winter/spring campaign garnered over 27M impressions and 76k website activities. Video was the top performing tactic during this campaign as it accounted for 46% of all activities. Los Angeles generated the most conversions with 7,266 activities and Las Vegas had the lowest overall eCPA at $2.34. The top display creatives included the SLO CAL Adventure brand video and Pear Valley banner, while top social creative was the outdoor carousel. 2018 Visit SLO CAL Tourism Exchange Join Visit SLO CAL at our 2018 Tourism Exchange on Tuesday, May 8 from 11 am- 4:30 pm at the Embassy Suites as we highlight the accomplishments of the past year and outline the major initiatives for the year ahead. Hear from industry leaders during educational sessions that will help build your business for tomorrow as we grow our destination together. The main event will include a luncheon and keynote presentations, followed by three educational insight sessions. Mix, mingle and share in the excitement with a special reception after the event. Click this link to RSVP today: https://bit.ly/2uZ4sbh Successful SAVOR on the Road at Taste Washington On March 24-25, VSC staff and destination partners from Paso Robles, San Luis Obispo and Pismo Beach, as well as partners from Central Coast Creamery, Yes Cocktail Co., Paso Almonds, The Groves on 41 and Marisol Restaurant brought SAVOR and SLO CAL to life at Taste Washington in Seattle. The booth’s farmers market theme featured fresh vegetables, fruit and flowers displayed amongst rustic tables and wood flooring, ideally situated in the middle of the event floor next to Alaska Airlines. VSC and destination partners arrived early to meet with in-market media at desk sides throughout the city. VSC also worked closely with Visit Seattle for pre- and post-event giveaways. 0 - PR and Travel Trade - VSC-Assisted Media Placements • Sunset Magazine: 10 Amazing Art Museums in the West – http://bit.ly/MBSkateSunset • Sunset Magazine: 10 Best Craft Beer Taprooms in the West - http://bit.ly/BeerSunsetMag • MoneyInc.com: Life’s Too Beautiful to Rush: Savor the California Central Coast - http://bit.ly/MoneyIncSLOCAL • Travelocity: 8 Hotel Suites that Bring Your Favorite Fairytale to Life - http://bit.ly/HotelSLOCAL • San Francisco Magazine: Big Coast, Small Wonders - http://bit.ly/SFMagSLOCALCoast • Resident Magazine: Escape Los Angeles This Spring Season - http://bit.ly/ResidentMagSLOCAL Media Visits • 365 Atlanta Family • Wine Enthusiast • Air Canada EnRoute • Conde Nast Traveler Travel Trade • Visit California Mexico Sales Mission – March 11-16 • Visit California China Sales Mission – April 9-13 • IPW Denver – May 19-23 Film SLO CAL • Twin Turbos – Discovery Channel • Outside TV • Extreme RV – Travel Channel • Kipling Handbags - Commercial • HGTV Mountain Life Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000. Morro Bay featured on MoneyInc.com (left) and SLO Brew featured on Sunset.com (right). Film Scout Location FAM Tour Film SLO CAL recently hosted eight filmmakers and location scouts on the annual film location tour in SLO CAL. In partnership with the SLO International Film Festival, the tour participants blitzed the county in two days, traveling from San Simeon to Paso Robles to Arroyo Grande and everything in between. A special thank you to all the tourism partners who participated in hosting the group. VISIT SLO CAL WEB ACTIVITY SESSIONS: 112,917 UNIQUE VISITORS: 95,233 PAGE VIEWS: 191,693 AVG. PAGE VIEWS/VISIT: 1.70 AVG. TIME ON SITE: 1:44 TOTAL ORGANIC TRAFFIC: 30,477 % OF ORGANIC: 27% MOBILE SESSIONS: 83,690 MOST VISITED EVENT PAGE: EASTER EGGSTRAVAGANZA (820 VIEWS) TOTAL BLOG VISITS: 11,250 MOST VISITED BLOG: 15 FREE THINGS TO DO IN SLO CAL (1.374 VISITS) VISIT SLO CAL SOCIAL MEDIA ACTIVITY FACEBOOK LIKES: 31,923 NEW: 1,750 TOT. ORGANIC IMPRESSIONS: 163,316 HIGHEST REACH: WHAT DO 80 MILES OF SLO CAL COAST LOOK LIKE? (VIDEO) (5.2K PEOPLE REACHED) HIGHEST ENGAGEMENT: THE 2018 SAN LUIS OBISPO INTERNATIONAL FILM FESTIVAL KING VIDOR… (2.1K ENGAGEMENTS) FOLLOWERS NEW TWITTER: 7,787 43 34.8K IMPRESSIONS PINTEREST: 725 6 INSTAGRAM: 19.5K 400 VISITOR GUIDE DIST. GUIDES DISTRIBUTED: 1,441 THIS MONTH IN SLO CAL SUBSCRIBERS 34,822 OPENS: 4,543 CLICK-THROUGHS: 773 THIS WEEK IN SLO CAL CIRCULATION: 1,660 MOST CLICKED LINK: STR REPORT February 2018 vs February 2017 Lodging Statistics (STR, Inc.) Date: April 9, 2018 Client: SLO CAL Date Range: March 1 - 31, 2018 Executive Overview: SEO Activities Completed Last Month: * Monthly SEO report & monthly SEO strategy call. * Compiled recommendations from Visitors Guide content. * Daily crawl error review post-launch. Corrections made when necessary. * Set up a new Campaign in Moz. * Monthly Google Analytics reviews. * Answered client's question about February report. * Answered client's question about capturing referral data in Google Analytics. * Retrieved and sent to client internal search reports from year before launch and from launch to early March. * Spell-check scan; 4 corrections made. * Internal links added to 25 pages. * Updated keywords tracked in unbiased ranking tool. * Implemented additional tracking pixels via Google Tag Manager. * Broken link scan & correction. Organic Traffic Overview: Organic sessions decreased by almost 15%, organic bounce rate improved almost 72%, and organic avg. session duration improved almost 42% year over year. The top organic landing pages in March were: the home page, Events & Festivals, 15 Free Things to do in SLO CAL, Pismo Beach/Shell Beach, Explore, Easter Eggstravaganza, Things to Do When it Rains on the Central Coast, Live Music & Concerts, and Things to Do. Other Notes: * Total sessions decreased by 72%, pages per session increased almost 22%, avg. session duration increased by 67%, and bounce rate improved almost 51% year over year. * The Blog home page received 185 pageviews in March. The entire blog received 11,250 pageviews. Industry Averages:Engagement Metrics Industry Average Your Website % Difference Total Pages Per Session:2.12 1.70 -24.88% Total Average Session Duration:0:01:58 0:01:44 -13.71% Total Bounce Rate:52.00%40.52%-28.32% Organic Pages Per Session:2.09 2.38 12.08% Organic Average Session Duration:0:01:53 0:02:59 36.99% Organic Bounce Rate:49.35%13.68%-260.85% SEO Overview Page 2 of 27 Date: April 9, 2018 Client: SLO CAL Date Range: October 1, 2017 - March 31, 2018 Total Traffic Overview: Oct Nov Dec Jan Feb Mar Sessions:89,118 99,344 49,244 81,285 118,469 112,917 Users:74,059 79,926 39,404 63,169 101,353 95,233 Bounce Rate:56%58%41%43%42%41% Pageviews:189,252 195,971 140,319 194,881 213,711 191,693 Avg Pageviews Per Visit:2.12 1.97 2.85 2.40 1.80 1.70 Avg. Session Duration:0:02:03 0:02:06 0:03:00 0:02:54 0:01:40 0:01:44 Total Organic Search Traffic:35,581 32,441 34,240 40,453 29,007 30,477 % of Traffic Organic Search:40%33%70%50%24%27% Entry Pages From Search:2,319 2,071 1,935 2,090 2,879 1,972 VisitSLOCounty Visits:0 0 0 0 0 0 VisitSLOCounty Bounce Rate:0%0%0%0%0%0% Mobile/Tablet SnapShot: Oct Nov Dec Jan Feb Mar Sessions:60,436 71,632 31,041 49,863 84,206 83,690 % of Sessions:68%72%63%61%71%74% Bounce Rate:60%62%47%48%43%45% Pageviews: 110,010 121,349 78,074 106,732 132,708 120,007 Avg. Session Duration:0:01:49 0:01:53 0:02:38 0:02:44 0:01:20 0:01:19 0 100,000 200,000 300,000 400,000 500,000 Oct Nov Dec Jan Feb Mar Total Visits Comparison Prior Year This Year 0 5000 10000 15000 20000 25000 30000 35000 40000 Organic Search Social Display Paid Search Direct Traffic Channels 0 100,000 200,000 300,000 400,000 Oct Nov Dec Jan Feb Mar Mobile/Tablet Visits Prior Year This Year Page 3 of 27 Date: April 9, 2018 Client: SLO CAL Date Range: March 1 - 31, 2018 Organic Traffic % of Total Site Traffic Sessions 30,477 26.99% Organic Engagement Compared to Site Engagement Pages / Session 2.38 40.03% Avg. Session Duration 0:02:59 72.81% New Sessions 77.57%-5.36% Bounce Rate 13.68%-66.25% Search Engine Visits Percent google 29,400 96.47% yahoo 548 1.80% bing 501 1.64% ask 17 0.06% baidu 7 0.02% avg 1 0.00% Exact Keyword Visits Percent Landing Page Visits Percent (not provided)30,219 99.15%/4,169 13.68% amazon 14 0.05%/events-and-festivals/3,463 11.36% https://www.slocal.com/things-to-do/12 0.04%/blog/post/insider-tips-15-free-things-to-do-in-slo-cal/1,055 3.46% san luis obispo 8 0.03%/explore/pismo-beach-shell-beach/646 2.12% (not set)7 0.02%/explore/564 1.85% https://visitsanluisobispocounty.us4.list-manage.com/track/click?u=b0628bb247031f6d4c3b47709&id=459f752dbd&e=a7ddff8ab73 0.01%/event/easter-eggstravaganza/2623/534 1.75% july 4 san luis obispo 3 0.01%/blog/post/7-things-to-do-when-it-rains-on-the-central-coast/405 1.33% visit slo cal 3 0.01%/events-and-festivals/live-music-concerts/398 1.31% atascadero 2 0.01%/things-to-do/382 1.25% city of san luis obispo event calendar 2 0.01%/listing/morro-bay-farmers-markets/1757/380 1.25% Organic Search Traffic: 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Oct Nov Dec Jan Feb Mar Organic Visits Comparison Prior Year Current Year Page 4 of 27 Date: April 9, 2018 Client: SLO CAL Date Range: March 1 - 31, 2018 Google Search Console Search Queries: Queries Clicks Impressions CTR Position san luis obispo 2,585 118,319 2.18%4.6 pismo beach 397 83,454 0.48%7.6 things to do in san luis obispo 363 5,781 6.28%4.7 san luis obispo events 328 947 34.64%1.4 morro bay 250 40,079 0.62%8.3 morro bay farmers market 221 497 44.47%1.1 paso robles 194 45,290 0.43%9.2 slo events 161 439 36.67%1.6 san luis obispo county 127 8,143 1.56%5 san luis obispo california 119 11,112 1.07%5.6 slocal 117 402 29.10%2.8 atascadero 111 14,268 0.78%5.4 cambria ca 105 14,697 0.71%9.2 visit slo cal 105 173 60.69%1.9 santa margarita 103 8,475 1.22%4.7 slo cal 96 280 34.29%1.7 things to do in slo 92 1,160 7.93%5.1 arroyo grande 91 10,937 0.83%4.7 events in san luis obispo 90 292 30.82%1.6 events san luis obispo 84 326 25.77%2.2 things to do in san luis obispo this weekend 82 235 34.89%1.6 san miguel ca 81 1,909 4.24%2 avila beach 78 16,003 0.49%7.9 san luis obispo things to do 76 2,272 3.35%6.1 san simeon 75 12,883 0.58%6.2 cayucos 75 7,886 0.95%7 what to do in san luis obispo 70 1,411 4.96%6 visit san luis obispo 70 176 39.77%1.3 morro bay california 69 8,143 0.85%6.7 san simeon ca 67 5,333 1.26%4.5 Page 5 of 27 Date: April 9, 2018 Client: SLO CAL Date Range: March 1 - 31, 2018 pismo beach farmers market 67 151 44.37%1.1 grover beach 59 4,536 1.30%6 visit slo 59 118 50.00%1.2 cambria california 59 9,160 0.64%9.3 templeton ca 57 3,666 1.55%3.6 nipomo ca 57 5,204 1.10%6.3 san miguel california 55 1,102 4.99%2.6 paso robles farmers market 53 191 27.75%3.3 cayucos ca 53 5,246 1.01%8.4 farmers market morro bay 52 134 38.81%1.1 san luis obispo upcoming events 49 304 16.12%1.7 lopez lake 49 3,290 1.49%5 arroyo grande california 49 2,589 1.89%4.2 paso robles ca 47 5,798 0.81%6.7 morro bay yard sale 2018 47 332 14.16%2 morro bay ca 47 7,271 0.65%7.1 san louis obispo 45 1,825 2.47%4.4 events in slo 43 126 34.13%1.4 san luis obispo mall 42 236 17.80%2 los osos farmers market 41 175 23.43%1.7 Page 6 of 27 Date: April 9, 2018 Client: SLO CAL Date Range: March 1 - 31, 2018 Demographics & Interests Affinity Categories: Top 10 Affinity Categories Visits Food & Dining/Cooking Enthusiasts/30 Minute Chefs 30,574 News & Politics/News Junkies/Entertainment & Celebrity News Junkies 29,557 Shoppers/Value Shoppers 28,719 Lifestyles & Hobbies/Family-Focused 22,529 Media & Entertainment/Book Lovers 21,880 Travel/Travel Buffs 21,247 Lifestyles & Hobbies/Shutterbugs 20,644 Media & Entertainment/TV Lovers 20,499 Banking & Finance/Avid Investors 19,993 Lifestyles & Hobbies/Art & Theater Aficionados 19,823 Other Categories: Top 10 Categories Visits Arts & Entertainment/Celebrities & Entertainment News 18,043 News/Weather 10,109 Food & Drink/Cooking & Recipes 7,942 Arts & Entertainment/TV & Video/Online Video 7,419 Travel/Air Travel 6,177 Arts & Entertainment/Fun & Trivia/Fun Tests & Silly Surveys 5,720 Pets & Animals/Pets/Dogs 4,630 Reference/General Reference/Dictionaries & Encyclopedias 4,451 News/Sports News 4,392 Travel/Hotels & Accommodations 4,390 Affinity Categories broaden the scope to identify users in terms of lifestyle; for example, Technophiles, Sports Fans, and Cooking Enthusiasts. These categories are defined in a similar way to TV audiences, and represent an opportunity to understand the behavior of your audience. Other Categories are used to classify groups of users based on the specific content they consume, along with how recently and frequently they consume that content. This category data provides a more focused view of your users, and lets you analyze behavior more narrowly than Affinity Categories. * Per Google 5.30% 13.21% 10.26% 9.63% 10.35% 8.80% 3.69% 9.00% 8.35% 7.70% 7.55% 6.16% 18-24 25-34 35-44 45-54 55-64 65+ Age Group by Gender Male Female Page 7 of 27 Date: April 9, 2018 Client: SLO CAL Date Range: March 1 - 31, 2018 Top Content:Geographic: Top Landing Pages Entrances /44,470 /explore/atascadero/7,206 /stay/6,603 /things-to-do/5,750 /events-and-festivals/5,448 /explore/san-luis-obispo/4,058 (not set)2,455 /stay/vacation-rentals/2,189 /plan/getting-here/1,973 /things-to-do/beaches-parks-nature/1,362 Top Content Pages Pageviews /56,157 /stay/9,912 /events-and-festivals/8,535 /explore/atascadero/8,091 /things-to-do/7,861 /explore/san-luis-obispo/5,333 /stay/vacation-rentals/2,920 /plan/getting-here/2,634 /explore/2,251 /things-to-do/beaches-parks-nature/2,097 Top Exit Pages Exits /39,388 /explore/atascadero/7,081 /stay/6,455 /things-to-do/5,668 /events-and-festivals/4,134 /explore/san-luis-obispo/4,017 /stay/vacation-rentals/2,004 /plan/getting-here/1,838 /things-to-do/beaches-parks-nature/1,387 /explore/846 14% 7% 4% 4% 4% 3% 3% 1% 1% 1% 59% Top Cities Los Angeles San Francisco Seattle Phoenix Denver San Luis Obispo San Jose Paso Robles Mesa San Diego Other 60.6% 10.6% 9.2% 8.1% 3.5% 1.2% 0.7% 0.5% 0.5% 0.5% 4.4% Top States California Washington Colorado Arizona Nevada Texas Virginia New York Illinois Michigan Other 27.37% 18.99% 10.67% 9.11% 8.63% 7.96% 1.74% 1.55% 1.17% 1.06% 11.75% Top Metros Los Angeles CA San Francisco-Oakland-San Jose CA Seattle-Tacoma WA Santa Barbara-Santa Maria-San Luis Obispo CA Denver CO Phoenix AZ Sacramento-Stockton-Modesto CA Fresno-Visalia CA San Diego CA Monterey-Salinas CA Other Page 8 of 27 Date: April 9, 2018 Client: SLO CAL Date Range: March 1 - 31, 2018 In-MarketVs Visitor: 4,124 25,191 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 In-Market Out of Market Desktop Visits 4,414 79,188 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 In-Market Out of Market Mobile/Tablet Visits 85.93% 14.07% 94.72% 5.28% Page 9 of 27