HomeMy WebLinkAbout06-13-2018 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, June 13, 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, May 9, 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. RESEARCH RESULTS 30 mins
Joe Denneny from AMF will present the results for the consumer research study commissioned by the
SLO TBID.
2. 2018-19 CONTRACTOR WORK SCOPES & AGREEMENTS TERMS 15 mins
The Board will review the 2018-19 contractor and partner work scopes for approval contingent upon City
Council’s approval of the TBID operating program budget.
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: June 7, 2018
3. MARKETING COMMITTEE UPDATE – Minutes: June 6, 2018 Event Promotion Sponsorship Meeting
4. PCC UPDATE –Minutes: May 9, 2018
5. VISIT SLO CAL UPDATE – Liaison Reports; April Activity Report
6. TOURISM PROGRAM UPDATE – Verbal Staff Report
ADJOURN.
POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on June 8, 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 May 9, 2018 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, May 9, 2018
Tourism Business Improvement District Board
CALL TO ORDER
A Meeting of the Tourism Business Improvement District Board was called to order on
Wednesday, May 9, 2018 at 10:02 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 Nipool Patel, LeBren Young-Harris, and Chair Bruce Skidmore, and
Vice Chair Matthew Wilkins (10:06 am)
Absent: Board Member Clint Pearce and Pragna Patel-Mueller, Kimberly Walker
Staff: Tourism Manager Molly Cano, Tourism Coordinator Chantal Burns, and Deputy City
Clerk Heather Goodwin
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
Chair Skidmore requested to reorder the agenda to hear Presentations before the Consent Agenda.
By Consensus, the Board reordered the agenda as requested.
PRESENTATIONS
1. Marketing Agency Monthly Report
Representatives from AMF Media Group + MatchFire reviewed their marketing
activities from the past month for the SLO TBID and responded to Board questions.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 2
2. SLO Chamber of Commerce Monthly Report
Chamber of Commerce representatives Molly Kern, Director of Communications and
Business Education, reviewed the business activity and public relations activities from
the past month for the SLO TBID. The review of their public relations efforts included
outreach with the San Luis Obispo Travel Guide, Amtrak, the Film Festival, Food Net
Work, noting that San Luis Obispo is known for its Tri-tip, and responded to Board
questions.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER PATEL BY BOARD MEMBER WILKINS,
CARRIED 4-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of Meeting on Wednesday, April 11, 2018
C2. Smith Travel Report
C3. Chamber Public Relations Report
C4. AMF + Matchfire Marketing Report
C5. Chamber of Commerce Guest Services Report
C6. Transit Occupancy Tax (TOT) Report
BUSINESS ITEMS
1. 2018-19 TBID Budget Recommendation
Tourism Manager Cano and members of the Management Committee reviewed the 2018-
19 budget allocation recommendations from the Management Committee. Responded to
board member questions.
Public Comments:
None.
---End of Public Comments---
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 3
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER HARRIS, CARRIED (4-0), to allocate the remaining 2016-17 fund balance
into the 2017-18 program budget.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER WILKINS, CARRIED (4-0), to approve the budget as presented including
the carryover of the remaining 2017-18 program budget into the program budget for
2018-19.
2. Contractor & Partnership Funding Recommendations
Tourism Manager Cano presented recommendations on behalf of the Management
Committee for contractor and partnership agreement approvals for the final two-year
contract extension with AMF/Matchfire, SLO Chamber of Commerce and SLO Wine
Country Association. Responded to board member questions.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER HARRIS, CARRIED (4-0), to approve the two-year contract extension to
AMF/Matchfire in the amount of $850,000.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER HARRIS, CARRIED (4-0), to approve the San Luis Obispo Chamber
proposal.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER WILKINS, CARRIED (4-0), to approve the SLO Wine proposal.
3. 2017-2018 Mid-Year Event Applications & 2018-2019 Annual Application
Tourism Manager Cano presented recommendations on behalf of the Marketing
Committee for funding allocations for the mid-year event sponsorship requests for the
Sustainable Ag Expo, SLO Ultra, and Grass Volleyball Tournament. The committee also
recommended the approval of the 2018-19 Annual Event Promotion application.
Responded to board member questions.
Public Comments:
None.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 4
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY
BOARD MEMBER PATEL, CARRIED (4-0), to 1) Approve of Sustainable Ag Expo in
the amount of $7500 out of remaining 2017-18 events budget and 2) Approve of SLO
Ultra in the amount of $5000 out of remaining 2017-18 events budget.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER HARRIS, CARRIED (4-0), to approval of 2018-19 events application with
direction to staff to open the 2018-19 events sponsorship application period in June,
contingent on approval by the Promotional Coordinating Committee.
By consensus, the Board took no action on the Grass Volleyball Tournament item.
4. Event Promotion Strategy & Partnership
Tourism Manager Cano a representative from MatchFire presented recommendations on
behalf of the Marketing Committee for 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). Responded to board member questions.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY
BOARD MEMBER HARRIS, CARRIED (4-0), to approval of the proposal in the
amount of $41,000 from the 2016-17 fund balance.
5. Marketing Committee Recommendations
Tourism Manager Cano and a representative from AMF Media Group presented
recommendations on behalf of the Marketing Committee for the funding
recommendations for various collateral and advertising expenditures to carry the TBID
marketing programs through the summer quarter. Noteworthy marketing items discussed
were promotional swag, stickers, folders, flash drives, bound journals, reusable bags,
socks, gum, and four-foot foam letters. Responded to board member questions.
Public Comments:
None.
---End of Public Comments---
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 5
ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY
BOARD MEMBER PATEL, CARRIED (4-0), to approve proposal as amended in the
amount of $35,500 from the 2016-17 fund balance.
TBID LIAISON REPORTS & COMMUNICATIONS
1. Hotelier Update
Board members reviewed their current activities. Tourism Manager Cano provided an
update on La Quinta Inn and Suites, The Kinney, and the Rose Garden Inn.
2. Management Committee Update
No further report.
3. Marketing Committee Update
No further report.
4. Promotional Coordinating Committee (PCC) Update
No further report.
5. Visit SLO CAL Update
Board Member Patel briefly reviewed progress on the Tourism Exchange.
6. Tourism Program Update
Tourism Manager Cano reviewed and reported on the following:
- IPW
• Planning underway with SLO CAL & CCTC
• May 19-24, Denver
• Check in meeting with SLO CAL on Monday to review appointment
schedule
- The Central Coast Tourism Council Retreat
• East Coast Initiative
• End of year report with VCA and grant application for 2018-19
- SLO Discovery Weekend - TBID program with Cal Poly Parent & Family
Programs
• Next session this weekend, May 12-13
• Noted about 35 registrants
- Roll Out the Barrels promotion
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 6
• Wine cannot be delivered to the guests at the hotels
• SLO wine is working on a solution
- Dates to Remember:
• Wednesday June 6 at 10:30 Marketing Committee – events application
meeting
• Thursday June 7 at 10:00 Management Committee
• Wednesday June 13 @10:00 TBID Board meeting
• Thursday June 14 or Monday June 18 – Marketing Committee – Marketing
Plan meeting
ADJOURNMENT
The meeting was adjourned at 11:33 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, June 13, 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
May 2018
Week of April 29, 2018 to May 5,
2018
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 68.0 92.6 75.0 110.68 190.87 138.96 75.21 176.71 104.21 -2.5 -0.1 -1.7 -6.4 3.9 -1.4 -8.8 3.9 -3.1
City of Pismo Beach 58.7 89.4 67.4 128.46 217.42 162.15 75.35 194.39 109.36 -8.3 3.7 -4.1 -3.9 5.9 2.2 -11.9 9.8 -2.0
City of San Luis Obispo 65.7 89.6 72.5 121.24 191.17 145.94 79.62 171.38 105.84 -3.5 -2.0 -3.0 0.2 6.8 3.3 -3.3 4.7 0.2
Economy
Midscale
Upscale 73.4 91.0 78.4 139.13 213.90 163.91 102.13 194.55 128.54 -1.8 -1.6 -1.7 -1.6 2.3 0.1 -3.4 0.6 -1.7
Week of May 6, 2018 to May 12,
2018
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 66.9 79.0 70.3 113.38 182.28 135.47 75.86 143.92 95.30 3.2 10.1 5.3 -1.8 8.3 2.9 1.3 19.2 8.4
City of Pismo Beach 55.9 77.2 62.0 132.51 210.31 160.19 74.05 162.32 99.27 -2.3 1.8 -0.9 -0.3 5.9 2.9 -2.6 7.9 2.0
City of San Luis Obispo 64.5 75.5 67.7 122.38 180.50 140.90 78.98 136.23 95.34 1.4 -2.0 0.3 2.3 10.2 5.1 3.7 8.0 5.4
Economy
Midscale
Upscale 71.3 78.7 73.4 143.12 205.70 162.29 101.98 161.78 119.07 1.7 -2.3 0.4 2.4 8.8 4.5 4.1 6.3 4.9
Week of May 13, 2018 to May 19,
2018
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 66.7 88.1 72.8 113.73 192.25 140.88 75.80 169.30 102.52 -7.1 2.3 -4.1 -3.0 3.0 0.8 -9.9 5.4 -3.3
City of Pismo Beach 61.3 88.2 69.0 137.48 226.11 169.86 84.26 199.40 117.16 -11.0 0.2 -7.2 1.6 7.8 5.8 -9.6 7.9 -1.8
City of San Luis Obispo 63.5 86.3 70.0 119.84 188.56 144.04 76.05 162.64 100.79 -9.2 -0.8 -6.4 -4.5 7.2 1.3 -13.2 6.4 -5.2
Economy
Midscale
Upscale 69.5 88.1 74.8 137.67 210.92 162.32 95.62 185.75 121.37 -11.2 0.3 -7.7 -5.8 2.9 -1.3 -16.4 3.1 -8.8
Week of May 20, 2018 to May 26,
2018
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 67.2 87.6 73.0 112.87 212.79 147.12 75.84 186.41 107.43 -10.6 -1.6 -7.7 -6.8 0.9 -1.9 -16.7 -0.7 -9.5
City of Pismo Beach 64.8 87.1 71.2 137.52 256.59 179.15 89.12 223.43 127.49 -2.5 -1.7 -2.2 0.2 1.5 1.0 -2.3 -0.2 -1.3
City of San Luis Obispo 64.5 84.8 70.3 122.25 217.69 155.13 78.90 184.56 109.09 -7.0 -4.5 -6.1 3.8 2.9 3.7 -3.4 -1.8 -2.6
Economy
Midscale
Upscale 70.0 87.0 74.9 142.14 233.51 172.47 99.54 203.06 129.12 -10.2 -4.8 -8.5 6.2 1.3 4.7 -4.6 -3.6 -4.2
Week of May 27, 2018 to June 2,
2018
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 62.5 85.6 69.1 127.36 208.23 155.98 79.62 178.23 107.80 -8.9 -0.1 -6.0 -4.0 1.5 -0.5 -12.5 1.4 -6.5
City of Pismo Beach 62.9 81.2 68.1 167.08 246.89 194.23 105.17 200.37 132.37 -4.9 -1.1 -3.6 2.1 14.4 7.3 -2.9 13.0 3.4
City of San Luis Obispo 64.6 83.5 70.0 137.91 198.33 158.50 89.13 165.56 110.96 -0.2 3.3 1.0 5.8 12.3 8.8 5.6 16.0 9.8
Economy
Midscale
Upscale 68.6 87.6 74.0 156.24 222.00 178.49 107.18 194.58 132.15 -3.8 7.2 -0.3 8.1 10.6 10.0 4.0 18.6 9.7
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
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
Media/Community Relations
1. Worked with Central Coast Seasons Magazine on editorial content for upcoming
issues.
2. Continued planning press trips for Seattle based bloggers All things Kate and Style-ish
for August and July respectively.
3. Worked with Visit SLO CAL to suggest restaurants, things to do and ways to promote
San Luis Obispo and coordinated hotel stay for SLO portion of Visit California
Australia press visit.
4. Worked with Visit California UK and CCTC to host a trip for UK based wellness
influencer to SLO as part of their #TravelLikeARoyal campaign.
5. Continued working with the San Francisco Chronicle on an upcoming article about
what’s new in San Luis Obispo.
6. Pitched the Pacific Surfliner to Travel + Leisure for inclusion in their round up of Best
Train Trips in the US.
7. Continued to work with the city, AMF and Matchfire on overall tourism marketing
campaign.
Media Placements
Destination highlight
1. San Luis Obispo, California:
America's happy valley
A former SLO resident takes readers of
The Guardian along for a trip back to her
favorite stops in SLO she says, “this
dreamy college town should be a
destination all of its own.
Unique Visitors Per Month: 14,654,392
2. The Most Underrated Town
in Every State
In their round up of most underrated
cities in each state, Cheapism and MSN
highlight San Luis Obispo saying “beauty
and natural landscape rival any in the
state.”
Combined Unique Visitors Per Month:
119,000
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
3. Perfect Day: San Luis Obispo
Visit California ran a November article
about San Luis Obispo in one of their May
e-blasts.
4. Travel #LikeARoyal
To leverage the upcoming royal wedding
and strengthen the link between the UK
and California, Meghan Markle’s home
state, Visit California and Visit Britain
hosted three influencers in each
country/state, on three unique itineraries
that showcase how to travel ‘Like A Royal’.
In partnership with the CCTC, San Luis
Obispo hosted wellness influencer Carly
Rowena for wine tasting, hiking, meals
and an overnight stay.
Instagram: 143,000 | two posts and 9
stories about her time in SLO
5. Where to Eat and Drink in San Luis
Obispo
The Infatuation calls San Luis Obispo
“the unofficial capital of the Central Coast.”
And lays out all of the best places to eat
and drink.
Unique Visitors Per Month: 617,617
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
6. Seattle Week: Gum Wall
KHON’s show Living808 highlights
Seattle’s gum wall – as well as its
counterpart in San Luis Obispo.
Unique Visitors Per Month: 322,000
7. 8 of California's Most Flavorful Cities
California Delicious names San Luis
Obispo one of the best foodie cities in
California saying, “If you want good wine,
sunshine, and Mediterranean climate all
year round, San Luis Obispo is the perfect
place to find it. The gorgeous natural
landscape makes it perfect for biking,
hiking, or just soaking in some fresh air.
It's not a place that's short on culture or
activity, either.”
8. Amtrak Vacations Offering Flash
Sale on Sleeper Cars
Travel Pulse, Jetsetters and MSN cover
Amtrak offers for May including the Pacific
Surfliner between San Diego and San Luis
Obispo.
Combined Unique Visitors Per Month:
712,000
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
Road trip
9. From baseball to date shakes,
these four California road trips
are made for families
LA Times writer Christopher
Reynolds highlights San Luis
Obispo among the driving trips that
Angelinos can take to “sharpen
your appreciation of California.” In
San Luis Obispo, he highlights the
Mission, Madonna Inn and Apple
Farm as well as hiking Design
Village and Cerro San Luis.
Audience Reach: 431,000
10. 9 Must-See Stops on California's
Pacific Coast Highway
A National Geographic article,
which was also picked up by the
likes of MSN, highlighting attractions
on the PCH includes a stop at the
Madonna Inn.
Combined Unique Visitors Per
Month: 36,145,000
11. 15 Cities to Visit on Your Highway 1
Road Trip
Neighborhoods.com includes an
overnight in San Luis Obispo among
their recommended stops on the PCH
calling it a “quintessential central
California city.”
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
12. Roadtrip: Los Angeles nach San
Francisco
German blog Reisedepeschen (Travel
Dispatches) highlights San Luis Obispo in
their article about road tripping form San
Francisco to LA saying a “stop in San Luis
Obispo is all about your enjoyment
moments.” (translated)
13. 7 Underrated Places You Have to Stop
on Your California Road Trip
Livability names San Luis Obispo as one
of the best places to stop on a California
road trip citing farmers market, bubblegum
alley and the Mission as top attractions in
this “colorful city.”
Unique Visitors Per Month: 601,131
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
Events
14. San Luis Obispo International
Film Festival 2018
MovieMaker Magazine goes into detail
describing the experience of attending the
SLO Film Festival for their recent print
issue.
Audience Reach: 54,000
15. 15 things to do in SLO County on…
The Tribune’s weekly roundup of things
to do throughout the county featured a
number of GIA and SLO City sponsored
events in the month of May including the
Greek Festival, SLO Repertory Theatre
and events at the Performing Arts Center.
Unique Visitors Per Month: 856,264
SLOTBID AGENCY REPORT May 2018
HAPPENING NOW
• Market Research
• Roll Out the Barrels Promotion
• Marketing Plan 2018–2020
• VR Shoot – Baileyana
SLO VACATIONS
• GDPR implementations
• Events management
• SLO Happenings
transition strategy
• Updated Pages
-Beer Tasting Vacation Idea
-Sustainable Vacation Idea
-Surfing
-SLO Happy Hours
-Charles Paddock Zoo
-Media coverage
• SEO
-Broken links fixed
-Alt image tags added
-Position tracking
EMAIL
• 176 new leads from email
sign-up form
• Ongoing Welcome Series &
Hotel Page Email
• Quarterly Member Newsletter
thanks
FOR STAYING
IN SLO
SanLuisObispoVacations.com
1.877.SLO.TOWN Be here.
We hope you’ll come back to visit again
soon! SLO has so much to explore, and
one of our most beautiful seasons is just
around the corner. While every season
is different, there’s something special
about the fall. The local vineyards are
bursting with harvest colors, just like the
sunsets, and the delights around town
are just revving up. Take in the sights and
sounds, unwind and reconnect. Be here.
Visit sanluisobispovacations.com or
call 1-877-SLO TOWN to plan your
fall itinerary today.
SLOTBID AGENCY REPORT May 2018
SHARESLO
• Cross-promotion on Cal Poly social channels
• Influencer activation coordination
• Video production – Best Cheap Eats in SLO
• Community Blog Posts
-How to do SLO: Simple Ways to be Sustainable
-SLO in the News: April
-A Couple’s Guide to a Romantic Getaway to SLO
EVENTS
• SLO Marathon & Half
OTHER
• Swag Design and Production
• Bag Design
• ShareSLO Giant Letters
STRATEGIC PARTNERSHIPS
• 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 June newsletter
-SLO Discovery Weekend
• SLO Wine
-Roll out the Barrels promotion ongoing
-Insert for Wine Box giveaway
-E-blast content
LOOKING AHEAD
• Roll Out the Barrels
• US Trail Conference
• Marketing Research Results
• Marketing Plan
SLOTBID AGENCY REPORT May 2018
SESSIONS PAGE VIEWS USERS REFERRALS
SanLuisObispoVacations.com 22,240 40,704 18,485
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
103,279
604,780
3,987
264
2,145
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
24
4,051
1,438
255
INSTAGRAM
New Followers
Total Followers
Total Reach
Average Reach per post
Total Engagements
#ShareSLO
147
12,870
129,272
3,494
10,463
2,989
YOUTUBE SLO Promo Video 41,353
Report to City of SLO – TBID
Phone Line and Availability Contract
May 2018
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
May
2017
May
2018
Calls to
1-877-SLO-TOWN
18 20 17 28 81 83
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
May
2017
May
2018
Email Response 14 14 15 14 58 57
Phone Calls to
Hotels
41 72 44 70 213 227
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
May
2017
May
2018
Visitors Served
(Walk-ins)
1,648 1,419 1,533 1,777
6,327 6,377
Farmers’ Market* n/a 750 n/a 500 n/a 500
Hotel Rooms
Referred
303 384
327
466
1,415 1,480
*estimate without people counter
TOT Comparison
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 878,786$ 0.2%84.7 84.9 0.3 174.75 174.02 -0.4 148 147.82 -0.1
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 733,970$ -4.1%82.5 76.6 -7.2 155.56 157.94 1.5 128.38 121.01 -5.7
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 715,084$ 10.0%74.8 74.7 -0.02 151.1 158.01 4.6 113.08 118 4.4
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 612,859$ -2.4%72.9 70.3 -3.4 146.18 146.93 0.5 106.51 103.31 -3.0
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 4.4%66.3 66 -0.6 133.3 135.92 1.9 88.61 89.66 1.4
December 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 9.1
January 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 5.8
February 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 16.6
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,166$ 5.0%69.2 68.5 -0.09 131.26 139.88 6.6 90.79 95.85 5.6
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 728,915$ 2.8%79.3 72.7 -8.3 150.01 149.73 0.6 114.02 103.25 -7.8
May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 72 147.7 106.33
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 79 164.33 129.9
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 6,163,723$ 71.47 70.22 143.51 144.44 103.55 101.97
7,294,000$
RevPAR
Figures from Smith Travel Research report
April. - Homestay missing 4
6/7/2018
Occupancy ADR
2018-19 DRAFT
SCOPE OF WORK FOR GUEST SERVICES
1. Defined Goals
- To provide dedicated and knowledgeable customer service for all San Luis Obispo City
lodging properties and visitors at the Downtown Visitors Center.
- To provide lodging availability service to assist visitors seeking lodging in the City of
San Luis Obispo.
- To assist San Luis Obispo lodging properties fill vacant rooms.
2. Program Components
- 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
- Deepen training of Visitor Center staff on the individual hotel properties, through
techniques such as scheduled hotel property visits, to gain an authentic understanding of
each property.
3. Reporting
- Provide written reports on contract activities monthly (by noon on the first Wednesday of
the month) to the City of San Luis Obispo’s Administration Department to be included in
the TBID’s monthly board packets. At a minimum the reports shall include:
- Number of Visitors Served
- Statistical Information on Visitors Served
- Number of phone calls answered for San Luis Obispo Hotels
- Hotel Rooms referred through contract components
- Once a quarter, present the TBID Board with a detailed oral report highlighting
achievements as compared to the work scope.
2018-19 DRAFT
SCOPE OF PARTNERSHIP BENEFITS & EXPENDITURE – SLO WINE
The goal of SLO Wine Country’s annual partnership with SLO TBID is to engage wine lovers, leisure
travelers, and foodies to visit and stay in San Luis Obispo.
San Luis Obispo Wine Country Association will facilitate the following:
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. Dev elop
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 annua lly 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/lis ts 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
Deliverables & Reporting:
• Create and implement promotional and PR campaigns in coordination with the City’s Tourism
Business Improvement District Marketing Goals and Objectives. Coordinating efforts between
the TBID’s agency and SLO Wine are expected.
• When promoting the City of San Luis Obispo utilize the Tourism Business Improvement District
brand, or other creative provided by the City’s Tourism Manager or the TBID marketing agency.
• Once a quarter, or as requested, present the TBID with a detailed oral report highlighting
achievements as compared to the work scope and elaborate on upcoming plans.
California Hotel & Lodging Association Membership
CH&LA to provide:
All CH&LA member benefits to lodging properties on the attached list
Member benefits are listed on the CH&LA website www.calodging.com and are regularly updated.
Member benefits focus on areas such as lodging operations, advocacy, legal and education.
CABBI members (currently 6 properties, listed below) will also receive both CABBI & CH&LA member
benefits.
Lofts at SLO Brew
Heritage Inn
Garden Street Inn Bed & Breakfast
Petit Soleil
Granada Hotel & Bistro
San Luis Creek Lodge
Any properties that are built in the future and added to the membership list will be added to renewal
invoice.
Complimentary membership is included for City of San Luis Obispo tourism staff
An annual in person educational/legislative update.
Membership will begin in the month payment is received.
Membership dues will be refunded on a prorated basis to existing members.
City of San Luis Obispo TID to provide:
Current list of contact names/info for each property
Reach out to members to make them aware membership is paid by City of San Luis Obispo
Tourism Business Improvement District
Management Committee
Meeting Minutes
June 7, 2018 – 10:00 am
990 Palm St, San Luis Obispo
PRESENT: Nipool Patel, Pragna Mueller-Patel, Clint Pearce
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:00 am
BUSINESS ITEMS
1. Strategic Partnerships
Staff reviewed the committee’s goals and approaches to the strategic plan and partnerships. The
committee discussed how a strategic partnership with the Chamber of Commerce’s tourism
website aligns with their goals and would help to expand current efforts and remove duplication.
The committee will begin looking into creating a strategic proposal to move forward.
2. 2018-19 Contractor Scope of Work
The committee reviewed and discussed contractor workscopes for the 2018-19 fiscal year and did
not have any adjustments to the components of the agreements. The committee will recommend
that the Board approve work scopes for the 2018-19 contract with Chamber of Commerce Guest
Services, SLO Wine partnership, and the new California Hotel & Lodging Association group
membership.
Recommendation: The Management Committee recommends the Board approve 2018-19
contract workscopes with Chamber of Commerce, SLO Wine, and the California Hotel &
Lodging Association.
3. Strategic Plan RFP Discussion
Staff reviewed a proposed timeline to accomplish a successful strategic plan. The proposed
timeline would begin with planning and drafting in Summer 2018, Board approval in Spring
2019, and completion of the strategic plan in July 2019 with council adoption. The Strategic Plan
Implementation would begin immediately following Council adoption.
4. New Business Items
a. Committee Discussion – Staff reviewed a budget discrepancy that was found and
resolved with agency partner AMF. Additional video production will be provided by
AMF in the 2018-19 fiscal year to reconcile the disparity.
b. Future Agenda Items – none
c. Next Meeting Date- Thursday, July 19, 2018 at 10:00 am
Meeting was adjourned at 10:56 am
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
June 6, 2018 – 2:00 p.m.
Council Hearing Room - 990 Palm St, San Luis Obispo
BOARD MEMBERS PRESENT: Wilkins, Harris, Skidmore, Levi, Matteson
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 2:05 p.m.
BUSINESS ITEMS
1. Event Application Workshop
Staff presented the 2018-19 TBID/PCC Event Promotion application, process, and general
tips for funding. The workshop attendees were provided with the opportunity to ask
questions. Staff and the subcommittee discussed the application requirements and helped
answer direct questions from the potential applicants.
Meeting was adjourned at 2:42 p.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 9, 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, May 9, 2018 at 5:32 p.m. in the Council Hearing Room, located at 990 Palm Street,
San Luis Obispo, California, by Chair Zoya Dixon.
ROLL CALL
Present: Committee Members Diana Cozzi, Matthew Wilkins (arrived at 5:36 pm), Melissa
Godsey (arrived at 5:34 pm), Dana Matteson, John Thomas, Vice Chair Daniel Levi
and Chair Zoya Dixon
Absent: None
Staff: Tourism Manager Molly Cano and Recording Secretary Teresa Purrington.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Dusty Colyer-Worth, Visitor Center Manager
CONSENT AGENDA
ACTION: MOTION BY VICE CHAIR LEVI, SECOND BY COMMITTEE MEMBER
THOMAS, CARRIED 5-0-2 (MEMBERS GODSEY AND WILKINS ABSENT) to approve the
Consent Agenda items C1 to C7.
C.1 Minutes of the Meeting on April 11, 2018
C.2 2017-18 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 2
C.7 Transit Occupancy Tax (TOT) Report
PRESENTATIONS
1. SLO Chamber of Commerce Quarterly Report
Molly Kern Director of Communication for the Chamber of Commerce provided an
overview of events and program for the last quarter.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
BUSINESS ITEMS
1. SHOWCASE OF THE CITIES
As recommended by the project taskforce, Ariel Shannon, Bluebird Salon provided a
presentation of her proposal for her project titled, “Come Fly With Me Over San Luis
Obispo” for Showcase of the Cities display representing San Luis Obispo and the California
Mid State Fair.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY
COMMITTEE MEMBER MATTESON, CARRIED (7-0) to approve the project and funding.
Committee Member Cozzi suggested to possibly add Cal Poly to the display.
2. 2018-19 SLO HAPPENINGS PROGRAM PROPOSALS
Chelsea Hardin, and Brittany Garcia, Matchfire representatives presented a proposal for the
merging of SLO Happenings into ShareSLO including the development of a calendar of events
for sanluisobispovacations.com in partnership with the Tourism Business Improvement
District (TBID).
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 3
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER WILKINS SECOND BY
COMMITTEE MEMBER MATTESON CARRIED (7-0) to approve the project and funding
OF $19,300.
3. CONTRACTOR & PARTNERSHIP FUNDING RECOMMENDATIONS
Tourism Manager Molly Cano provided an overview of the proposals submitted from SLO
Chamber of Commerce.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY
COMMITTEE MEMBER GODSEY CARRIED (7-0) to approve the 2018-19 partnership
agreements with the Chamber as presented including GIA support at $30,000 and the
production of the tear-off maps at $9,000.
4. 2018-19 BUDGET ALLOCATIONS
The committee established the final recommended budget allocations for the 2018-19
Community Promotions budget for recommendation to the City Council.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY
COMMITTEE MEMBER GODSEY CARRIED (7-0) to approve the budget allocations for
FY 2018-19 reallocating $10,700 from SLO Happenings Program to $10,000 Strategic
Initiatives and $700 General Contract Services.
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 4
5. 2018-19 GRANTS-IN-AID – PRELIMINARY RECOMMENDATION
The Grants-in-Aid Subcommittee presented the preliminary 2018-19 funding
recommendations.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item
6. 2018-19 ANNUAL EVENT PROMOTION APPLICATION
The committee approved the 2018-19 Annual Event Promotion Application and timeline and
directed staff to release the application.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LEVI SECOND BY COMMITTEE
MEMBER MATTESON CARRIED (7-0) to approve the events application and timeline.
By consensus the Committee selected Committee Member Wilkins, Vice Chair Levi and
Committee Member Matteson, and Committee Member Thomas as an alternate to serve on
the subcommittee to review the event applications. The amount to be used for funding is up
to $25,000.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants In Aid (GIA) Update
Flavor SLO update.
2. TBID Board Report
Committee Member Wilkins provided a report on the TBID Board meeting.
3. Tourism Program Update
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 5
Tourism Manager Cano provided a Tourism Program Update.
ADJOURNMENT
The meeting was adjourned at 7:07 p.m. The next regular meeting of the Promotional Coordinating
Committee is scheduled for Wednesday, June 13, 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 Attends Visit California China Sales Mission
Michael Wambolt, VSC’s Director of Travel Trade, attended Visit California’s annual China
Sales Mission on April 9-13. On this sales mission, Wambolt visited Shanghai and Beijing,
held 54 appointments and three agency takeovers. Key takeaways from this mission include:
- Group business is down due to travel visas being rejected
- Seeing a shift from group to FIT travel
- The SLO CAL brand is being recognized during the meetings and is helping the operators
recognize our destination faster
- Operators are looking for experiential travel for their clients, they are moving past the big
sightseeing venues like Disney and Vegas.
o Experience partners need to become China Ready to help this along
- Top inbound operators for their market are JBS Hotels, GTA, Galaxy and Hotelbeds
Visit SLO CAL
Activity Report, April 2018
Winter/Spring Media Update
The winter/spring campaign garnered over 28.6M impressions and 65k website
activities. Bounce rate for this campaign is 41.53% compared to 90.9% for Spring
2017 and 79.37% for Fall 2017. Pages per session is 1.57 compared to 1.20 for
Spring 2017 and 1.05 for Fall 2017. Average session time is 1:14 compared to
0:18 for Spring 2017 and 1:16 for Fall 2017.
VSC Attends Visit California LA Media Event
On April 24-25, VSC’s Director of Communications, Keba Baird, and Hilary
Townsend of Townsend PR attended Visit California’s LA Media Event. Over 120
media professionals attended this annual event. While in LA, VSC held ten deskside
meetings with publications such as Travel + Leisure, Sherman’s Travel, Conde Nast,
Bon Appetit, LA Times, Sunset, Vanity Fair, American Way, Westways, NY Times,
Men's Health, AARP and Food & Wine.
0
- PR and Travel Trade -
VSC-Assisted Media Placements
• New York Lifestyle Magazine: San Luis Obispo: Exploring California’s Central Coast –
http://bit.ly/nylifestylemagSLOCAL
• Resident Magazine: Escape Los Angeles this Spring Season -
http://bit.ly/ResidentMagSLOCAL
• Seattleite: Weekend Wanderings: San Luis Obispo County, California -
http://bit.ly/SeattleiteSLOCAL
Media Visits
• Fodor’s Travel
• LARoadtrips.com
• GettingonTravel.com
Travel Trade
• Visit California China Sales Mission – April 9-13
• LA Sales Mission – May 9-10
• IPW Denver – May 19-23
• UK Sales Mission – June 10-15
Film SLO CAL
• GMC
• Western Film
• Ad Astra
• As of April 30 – 56 filming leads, 27 productions
• 43 filming days
Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Avila Beach featured
in NY Lifestyle
Magazine (left) and
Inn at the Pier
featured in Seattleite
(right).
Film Permitting Partners Meeting
Film SLO CAL will be hosting its bi-annual meeting at Tolosa
Winery in San Luis Obispo on June 5 at 1:00 pm. All permitting
and DMO partners are invited to attend. Seating is limited and
reservations are recommended. If you wish to attend, please email
Kylee Corliss at Kylee@SLOCAL.com.
VISIT SLO CAL
WEB ACTIVITY
SESSIONS: 113,861
UNIQUE VISITORS: 93,686
PAGE VIEWS: 233,155
AVG. PAGE VIEWS/VISIT: 2.05
AVG. TIME ON SITE: 2:23
TOTAL ORGANIC TRAFFIC:
34,891
% OF ORGANIC: 31%
MOBILE SESSIONS: 86,842
MOST VISITED EVENT PAGE:
27TH ANNUAL ROCK & GEM SHOW
(1,116 VIEWS)
TOTAL BLOG VISITS: 9,288
MOST VISITED BLOG: 15 FREE
THINGS TO DO IN SLO CAL
(1.605 VISITS)
VISIT SLO CAL
SOCIAL MEDIA ACTIVITY
FACEBOOK
LIKES: 32,924 NEW: 1,171
TOT. ORGANIC IMPRESSIONS:
157,668
HIGHEST REACH: SUNSHINE,
LONG WALKS ON THE BEACH AND
HUNTING FOR SEASHELLS MAKE
FOR A GREAT DAY IN MORRO BAY
CA.
(20.8K PEOPLE REACHED)
HIGHEST ENGAGEMENT:
SUNSHINE, LONG WALKS ON THE
BEACH AND HUNTING FOR
SEASHELLS MAKE FOR A GREAT
DAY IN MORRO BAY CA.
(1.6K ENGAGEMENTS)
FOLLOWERS NEW
TWITTER: 7,845 58
35.8K IMPRESSIONS
PINTEREST: 737 12
INSTAGRAM: 20.2K 600
VISITOR GUIDE DIST.
GUIDES DISTRIBUTED: 2,069
THIS MONTH IN SLO CAL
SUBSCRIBERS 34,802
OPENS: 5,117
CLICK-THROUGHS: 832
THIS WEEK IN SLO CAL
CIRCULATION: 1,726
MOST CLICKED LINK:
STR REPORT
March 2018 vs March 2017 Lodging Statistics (STR, Inc.)
Date: May 4, 2018
Client: SLO CAL
Date Range: April 1 - 30, 2018
Executive Overview:
SEO Activities Completed Last Month:
* Monthly SEO report & monthly SEO strategy call
* Daily crawl error review post-launch. Corrections made when necessary
* Monthly Google Analytics Review
* Monthly Search Console Review
* Chime meeting with client regarding Event tracking
* Answered client's question about capturing Event tracking in Google Analytics
* Updated Metas for 10 pages
* Internal links added to 25 pages
* Implemented additional tracking pixel via Google Tag Manager
* Broken link scan & correction
* Summit Deck Completed
Organic Traffic Overview:
Organic sessions decreased by almost 18%, organic bounce rate improved almost 77%, and organic avg. session duration
improved by 60% year over year. The top organic landing pages in April were: the home page, Events & Festivals,
15 Free Things to do in SLO CAL, The 27th Annual Rock & Gem Show, Annual Morro Bay Citywide Yard Sale,
Explore SLO CAL, Pismo Beach, Pismo Beach Classic Car Show, and Calendar of Events.
Other Notes:
* Total sessions decreased by almost 78%, pages per session increased by more than 46%, avg. session duration
increased by 124%%, and bounce rate improved almost 77% year over year.
* The Blog home page received 141 pageviews in April. The entire blog received 9,288 pageviews.
Industry Averages:Engagement Metrics Industry Average Your Website % Difference
Total Pages Per Session:2.08 2.05 -1.58%
Total Average Session Duration:0:01:54 0:02:23 20.25%
Total Bounce Rate:52.47%19.06%-175.35%
Organic Pages Per Session:2.25 2.37 5.00%
Organic Average Session Duration:0:02:06 0:03:27 39.18%
Organic Bounce Rate:49.03%11.15%-339.54%
SEO Overview
Page 2 of 25
Date: May 4, 2018
Client: SLO CAL
Date Range: November 1, 2017 - April 30, 2018
Total Traffic Overview:
Nov Dec Jan Feb Mar Apr
Sessions:99,344 49,244 81,285 118,469 112,917 113,861
Users:79,926 39,404 63,169 101,353 95,233 93,686
Bounce Rate:58%41%43%42%41%19%
Pageviews:195,971 140,319 194,881 213,711 191,693 233,155
Avg Pageviews Per Visit:1.97 2.85 2.40 1.80 1.70 2.05
Avg. Session Duration:0:02:06 0:03:00 0:02:54 0:01:40 0:01:44 0:02:23
Total Organic Search Traffic:32,441 34,240 40,453 29,007 30,477 34,891
% of Traffic Organic Search:33%70%50%24%27%31%
Entry Pages From Search:2,071 1,935 2,090 2,879 1,972 2,066
VisitSLOCounty Visits:0 0 0 0 0 0
VisitSLOCounty Bounce Rate:0%0%0%0%0%0%
Mobile/Tablet SnapShot:
Nov Dec Jan Feb Mar Apr
Sessions:71,632 31,041 49,863 84,206 83,690 86,842
% of Sessions:72%63%61%71%74%76%
Bounce Rate:62%47%48%43%45%20%
Pageviews: 121,349 78,074 106,732 132,708 120,007 159,135
Avg. Session Duration:0:01:53 0:02:38 0:02:44 0:01:20 0:01:19 0:02:05
0
100,000
200,000
300,000
400,000
500,000
600,000
Nov Dec Jan Feb Mar Apr
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
200,000
400,000
600,000
Nov Dec Jan Feb Mar Apr
Mobile/Tablet Visits
Prior Year This Year
Page 3 of 25
Date: May 4, 2018
Client: SLO CAL
Date Range: April 1 - 30, 2018
Organic Traffic % of Total
Site Traffic
Sessions 34,891 30.64%
Organic Engagement Compared to Site Engagement
Pages / Session 2.37 15.66%
Avg. Session Duration 0:03:27 44.93%
New Sessions 74.24%-5.49%
Bounce Rate 11.15%-41.46%
Search Engine Visits Percent
google 34,190 97.99%
yahoo 351 1.01%
bing 313 0.90%
ask 23 0.07%
baidu 14 0.04%
Totals 34,891 100.00%
Exact Keyword*Visits Percent Landing Page Visits Percent
(not provided)34,691 99.43%/4,670 13.38%
(not set)14 0.04%/events-and-festivals/3,667 10.51%
amazon 11 0.03%/blog/post/insider-tips-15-free-things-to-do-in-slo-cal/1,203 3.45%
san luis obispo 10 0.03%/event/27th-annual-rock-&-gem-show/3499/825 2.36%
https://www.slocal.com/5 0.01%/event/annual-morro-bay-citywide-yard-sale-2018/1331/768 2.20%
cinco de mayo events in san luis obispo 2 0.01%/explore/554 1.59%
country jam festival san luis 2 0.01%/explore/pismo-beach-shell-beach/455 1.30%
https://www.slocal.com/explore/cayucos/2 0.01%/event/pismo-beach-classic-car-show/2629/453 1.30%
https://www.slocal.com/plan/getting-here/2 0.01%/events-and-festivals/events-calendar/445 1.28%
morro bay 2 0.01%/explore/morro-bay/406 1.16%
*not as good as Search Console findings consider replacing
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Nov Dec Jan Feb Mar Apr
Organic Visits Comparison
Prior Year Current Year
Page 4 of 25
Date: May 4, 2018
Client: SLO CAL
Date Range: April 1 - 30, 2018
Goals:
Goal Completions
Visitors Magazine Request 378
Media Request 2
Meetings RFP 0
Enewsletter Sign-up 178
Google Search Console Search Queries:
Queries Clicks Impressions CTR Position
san luis obispo 2,936 114,151 2.57%3.4
things to do in san luis obispo 328 4,814 6.81%4.5
san luis obispo events 324 938 34.54%1.6
morro bay 233 41,780 0.56%7.4
paso robles 205 45,790 0.45%8.8
pismo beach 202 90,190 0.22%9.2
morro bay farmers market 190 415 45.78%1.2
rock and gem show paso robles 180 219 82.19%1
san luis obispo county 144 6,713 2.15%3
slocal 137 434 31.57%1.6
san luis obispo california 134 9,556 1.40%4.3
santa margarita 134 8,329 1.61%3.7
slo events 130 411 31.63%1.7
cal poly rodeo 120 377 31.83%1.1
visit slo cal 120 189 63.49%1
cambria ca 116 13,721 0.85%8
morro bay city wide yard sale 2018 103 402 25.62%2
things to do in san luis obispo this weekend 103 252 40.87%1.6
paso robles rock and gem show 101 140 72.14%1
slo cal 98 301 32.56%1.4
san miguel ca 92 1,857 4.95%1.8
san simeon ca 90 4,328 2.08%3.5
events in san luis obispo 86 337 25.52%2
Page 5 of 25
Date: May 4, 2018
Client: SLO CAL
Date Range: April 1 - 30, 2018
nipomo ca 84 5,236 1.60%4.8
arroyo grande 84 10,480 0.80%5.3
templeton ca 82 3,936 2.08%3.2
morro bay yard sale 79 284 27.82%2
things to do in slo 76 932 8.15%4.6
grover beach 75 5,058 1.48%4.7
avila beach 74 13,134 0.56%8
san simeon 73 13,616 0.54%5.7
pismo beach car show 73 497 14.69%3.3
visit slo 73 135 54.07%2.6
events san luis obispo 72 328 21.95%1.9
morro bay yard sale 2018 68 252 26.98%2
pismo beach car show 2018 66 650 10.15%3.3
pismo beach farmers market 65 156 41.67%1.1
visit san luis obispo 65 153 42.48%1.3
what to do in san luis obispo 64 1,318 4.86%6.1
morro bay california 64 8,427 0.76%6.7
atascadero 64 11,714 0.55%5.5
cayucos 61 7,043 0.87%7
pismo car show 2018 60 872 6.88%3.4
san luis obispo things to do 59 1,874 3.15%6.2
atascadero ca 55 3,874 1.42%4.3
cayucos ca 55 4,858 1.13%7.1
lopez lake 54 3,986 1.35%5.5
lopez lake fishing 54 213 25.35%1.3
cambria california 53 7,322 0.72%8.3
slo county events 53 104 50.96%1.5
Page 6 of 25
Date: May 4, 2018
Client: SLO CAL
Date Range: April 1 - 30, 2018
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Food & Dining/Cooking Enthusiasts/30 Minute Chefs 30,832
Shoppers/Value Shoppers 27,952
News & Politics/News Junkies/Entertainment & Celebrity News Junkies 27,948
Lifestyles & Hobbies/Family-Focused 22,217
Media & Entertainment/Book Lovers 21,339
Travel/Travel Buffs 20,987
Media & Entertainment/TV Lovers 20,369
Lifestyles & Hobbies/Shutterbugs 19,961
Banking & Finance/Avid Investors 19,684
Lifestyles & Hobbies/Art & Theater Aficionados 18,876
Other Categories:
Top 10 Categories Visits
Arts & Entertainment/Celebrities & Entertainment News 17,704
News/Weather 9,632
Food & Drink/Cooking & Recipes 8,177
Arts & Entertainment/TV & Video/Online Video 7,115
Travel/Air Travel 6,031
News/Sports News 4,728
Travel/Hotels & Accommodations 4,512
Pets & Animals/Pets/Dogs 4,492
News/Politics 4,456
Shopping/Mass Merchants & Department Stores 4,436
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
4.68%
13.15%
10.58% 9.42% 10.96%
8.33%
3.21%
9.35%
8.71%
7.72%
7.76%
6.12%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 7 of 25
Date: May 4, 2018
Client: SLO CAL
Date Range: April 1 - 30, 2018
Top Content:Geographic:
Top Landing Pages Entrances
/43,473
/explore/atascadero/7,275
/events-and-festivals/5,800
(not set)5,447
/things-to-do/4,814
/explore/san-luis-obispo/4,005
/stay/3,008
/explore/pismo-beach-shell-beach/2,092
/plan/getting-here/2,001
/explore/paso-robles/1,886
Top Content Pages Pageviews
/97,354
/events-and-festivals/8,737
/explore/atascadero/8,130
/things-to-do/6,691
/stay/5,632
/explore/san-luis-obispo/5,289
/explore/pismo-beach-shell-beach/2,844
/events-and-festivals/events-calendar/2,817
/stay/vacation-rentals/2,682
/plan/getting-here/2,644
Top Exit Pages Exits
/37,686
/explore/atascadero/7,173
/things-to-do/4,799
/events-and-festivals/4,055
/explore/san-luis-obispo/3,967
/stay/3,118
/explore/pismo-beach-shell-beach/1,907
/plan/getting-here/1,876
/stay/vacation-rentals/1,732
/explore/paso-robles/1,723
14%
8% 4%
4% 4% 3%
3%
1%
1% 1%
58%
Top Cities Los Angeles
San Francisco
Seattle
San Luis Obispo
Denver
Phoenix
San Jose
Paso Robles
Atascadero
San Diego
Other
62.1%
10.7%
8.8%
6.7%
3.8% 1.1%
0.6%
0.5%
0.5%
0.5%
4.5%
Top States California
Washington
Colorado
Arizona
Nevada
Texas
Virginia
Illinois
New York
Oregon
Other
27.90%
19.07%
10.74%
10.19% 8.36% 6.66%
1.72% 1.51%
1.18%
1.16%
11.51%
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 25
Date: May 4, 2018
Client: SLO CAL
Date Range: April 1 - 30, 2018
In-MarketVs Visitor:
4,419
22,572
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
5,220
81,646
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
83.63%
16.37%
93.99%
6.01%
Page 9 of 25