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Home My WebLink About04-11-2018 TBID minutes Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 1 Minutes 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 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 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 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. 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. 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: 05/09/2018