HomeMy WebLinkAbout07-10-2018 Item 5 - Community Promotions Program - TBID and PCC Meeting Date: 7/10/2018
FROM: Greg Hermann, Interim Deputy City Manager
Prepared By: Molly Cano, Tourism Manager
SUBJECT: 2018-19 COMMUNITY PROMOTIONS PROGRAM – TBID & PCC
RECOMMENDATION
As recommended by the Tourism Business Improvement District (TBID) Board and the
Promotio nal Coordinating Committee (PCC):
1. Authorize the City Manager to enter into various contracts and program expenditures for
the Tourism Business Improvement District (TBID) not to exceed the 201 8-19 program
budget of $1,473,400 based on the recommendations by the TBID Board.
a. This includes the second and final two-year extension of the contract with AMF
(formerly BCA) and Matchfire (formerly Studio Good) for marketing services in
the amount of $850,000 per fiscal year.
2. Authorize the carryover of $230,000 fro m the remaining 2017-18 program budget for
various contracts and program expenditures in 2018-19.
3. Authorize the City Manager to enter into contracts utilizing the TBID Fund un-
appropriated fund balance from the 2017-18 fiscal year, following the completion of the
City’s financial statement s audit, for tourism marketing expenditures in 2018-19 based on
the recommendations by the TBID Board.
4. Authorize the City Manager to enter into contracts utilizing the TBID Fund Reserve of
$100,000 for tourism marketing expenditures in 2018-19 based on the recommendations
by the TBID Board and in accordance with the TBID reserve policy
5. Authorize the City Manager to enter into various contracts and program expenditures for
Community Promotions not to exceed the 2018-19 program budget of $403,386 based on
the recommendations by the Promotional Coordinating Committee (PCC).
a. This includes the 2018-19 Grants-in-Aid (GIA) allocations in the amount of
$100,000 and authorization to execute individual agreements with each grant
recipient.
b. This includes the contract with Matchfire for promotional services in the amount
of $19,300.
REPORT-IN-BRIEF
The City’s Community Promotions program is comprised of the Tourism Business Improvement
District Board and the Promotional Coordinating Committee. While these advisory bodies have
separate program functions and budgets, together they both work to promote San Luis Obispo
locally, regionally, nationally, and internationally.
After thorough review and consideration beginning in March, the TBID Board has identified the
following program priorities and budget allocations for the focus of the TBID marketing efforts
in fiscal year 2018-19.
1. Strategic Partnerships: continuation of agreements with the San Luis Obispo Chamber of
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Commerce for Guest Services & the second year of the two-year Public Relations
contract, renewal of the annual SLO Wine Country Association partnership, second year
of the three-year partnership with Learfield/Mustang Sports Properties for Cal Poly
Athletics, and second year of the two-year agreement with Cal Poly Office of Student
Affairs.
2. Marketing Services: Extension of the existing Marketing Services Contract including
funding for the development and implementation of a new two-year marketing plan.
3. General Event Promotions: including the sponsorship of community events with a focus
to attract visitors to San Luis Obispo.
4. Industry Associations & Programs: including the Central Coast Tourism Council, the
California Travel Association, and the California Hotel and Lodging Association.
Since the development of the PCC Strategic Plan, the PCC has used this plan as a roadmap for
the committee and its decisions. With this plan in mind, the PCC identified a portion of its
program budget and time to develop a new initiative to support the community. In addition to
that new project the following program priorities and budget allocations for the focus of the
community promotions efforts in fiscal year 2018-19.
1. SLO Happenings Program: this new program approach will evolve the SLO Happenings
program into an expanded campaign in partnership with the TBID for ShareSLO.
2. Chamber of Commerce Contract Services: continuation of agreements with the San Luis
Obispo Chamber of Commerce for the second year of the two-year agreement for Visitor
Center Operations and for the shared public relations services in partnership with the
TBID, renewal of the agreement for marketing and public relations support for the GIA
recipients, and the production & distribution of the City tear-off maps.
3. Strategic Initiatives: funds available for the development of a new project to enhance the
quality of life in San Luis Obispo and for community event funding in coordination with
the TBID.
The last major focus for the PCC is the Grants-In-Aid (GIA) program. After the competitive
review of the applications, the committee recommends awarding $100,000 collectively to nearly
30 local non-profit organizations for the promotion of cultural, social and recreational events
held in the City of San Luis Obispo that will benefit residents and visitors.
DISCUSSION
Background
With the 2018-19 Budget Supplement , the City Council approved the program budget and
defined the work program for the Community Promotions program and the Tourism Business
Improvement District (TBID). Both programs are overseen and administered by advisory bodies
to the City Council. The PCC makes recommendations regarding the use of Community
Promotions funding and the TBID Board recommends the use of the TBID assessment. Both
advisory bodies established recommendations for use of funding in 2018-19 with respective
contract considerations.
Tourism Business Improvement District
The TBID began its program development and budget allocation process in March, when the
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TBID’s Marketing and Management committees began discussing the goals, priorities, and
direction for the 2018-19 TBID program. During this process, the TBID Board communicated
the importance of continuing to align the budget direction, program priorities , and funding
commitments with t he fulfillment of the TBID’s five-year strategic clarity plan imperatives.
During fiscal year 2016-17, the TBID Board performed a mid-plan review and created an
updated plan with revised initiatives to further develop the tourism program. The complete TBID
strategic clarity plan including the updated document is available for review as a Council
Reading File (Attachment g – TBID Strategic Clarity Plan Update).
The TBID strategic initiatives are to:
1. Deliver smart growth.
2. Develop the SLO brand.
3. Build meaningful partnerships.
4. Contribute to an unforgettable SLO experience.
5. Ensure organizational excellence.
In the budget deliberation, the TBID Board, with the recommendation from the Management
Committee, considered all activity and program commitments including: strategic partnerships
and contracts, marketing and advertising, events promotions, tradeshow s, tourism organization
and research, and support.
Strategic Partnerships
Strategic partnership proposals were received from the San Luis Obispo Chamber of C ommerce,
and the SLO Wine Country Association. The full proposals can be reviewed in the Council
Reading File (Attachment h – SLO Chamber 2018-19 TBID Proposal; Attachment i – SLO Wine
2018-19 TBID Annual Partnership Proposal).
Based on the content of t he annual proposals and the recommendation from the Management
Committee, the TBID Board recommends that Council authorize the City Manager to enter into
separate contracts with the following organizations for the specified programs (Attachment a -
TBID Minutes, May 9, 2018):
1. SLO Chamber of Commerce: The Board recommends full funding of proposal for Guest
Services including: the continuation of the phone & availability service and the special
promotions support service in the amount of $45,000. In addition, the committee
recommended the continuation of the the media monitoring service at the fee of $8,400
annually.
2. SLO Wine Country Association: The Board recommends funding the partnership
proposal with SLO Wine at the amount of $21,000. The elements of pa rtnership to be
funded would be: Membership & Marketing Benefits at $7,500; Visitor Guide and
Program advertising at $2,500; PR/Media Hosting as presented but managed by staff and
funded at $3,000; and targeted Trade and Media Marketing at $8,000. For the Trade and
Media Marketing piece, the TBID’s Marketing Committee will consider and approve the
selection of the roadshow activation.
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Industry Associations & Programs
The Board also considered membership and programs with the following industry associatio ns
within California:
1. Central Coast Tourism Council (CCTC): The Board recommends maintaining
membership with the CCTC in the amount of $1,000, as well as expending commitments
and involvement with new and enhanced programs facilitated by the CCTC includin g:
Black Diamond co -op for UK travel trade representation ($1,200 co-op fee) and
earmarked $5,000 for the new East Coast marketing initiative.
2. California Travel Association (CalTravel): The Board recommends membership with the
CalTravel organization in the amount of $1,000.
3. California Hotel & Lodging Association (CHLA): The Board recommends a new
partnership with CHLA to cover the base membership for all TBID member properties
with this organization. The annual cost for this membership is $22,061 as calculated
based on the number of lodging properties in the City.
Marketing Services Contract Extension
Fiscal year 2018-19 will allow for the second and final two-year extension agreement with AMF
and Matchfire for marketing services. The contract amount includes all services and fees
associated with TBID marketing cost . The complete marketing initiatives are being developed
with the Marketing Committee for the new two -year marketing plan. Based on the TBID Board
approved timeline, the new marketing plan will be finalized and approved by September 2018.
Based on the recommendation from the Management Committee, the TBID Board recommends
that Council authorize the second and final two-year extension of the contract with AMF and
Matchfire for marketing services in the amount of $850,000 per fiscal year. (Attachment a -
TBID Minutes, May 9, 2018; Attachment b – AMF_MF Marketing Services Agreement
DRAFT)
General Event Promotions
In their programmatic approach and budget deliberation, both the TBID and the PCC invest in
destination events in San Luis Obispo. To coordinate the effort, both advisory bodies elected
three members to serve on a joint Events Promotion Subcommittee that meets semiannually or as
needed to entertain funding requests from events organizations. To be considered for joint
funding through the TBID and PCC, the event must meet two purposes: 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. In 2018-19, the TBID has allocated $117,000 to
sponsorship funding for events that meet the criteria of tourism promotion advantage to the City
of San Luis Obispo resulting in overnight stays at TBID lodging businesses.
The remaining TBID program funds are allocated to program expenses including: expanded
involvement in various tradeshows and sales efforts in 201 8-19, attendance at industry
conferences, and additional partnerships, marketing and promotional initiatives. (Attachment c –
Line Item Budget Allocations).
Any un-appropriated fund balance from 2017-18 will be used for marketing programs in 2018-
19. These expenditures will be reviewed and approved by the TBID Board.
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Promotional Coordinating Committee
The purpose of the PCC is to enhance the quality of life for residents of San Luis Obispo and to
enhance the quality of experience for visitors to San Luis Obispo. This mission was the guiding
force behind the budget consideration for the PCC. During the May 9, 2018 meeting, the PCC
finalized the 2018-19 budget allocations and the new approach for the SLO Happenings
program, continuation of Visitor Services, event promotions, and GIA funding. (Attachment c –
Line Item Budget Allocations; Attachment d – PCC Minutes May 9, 2018)
Strategic Planning Report
In fiscal year 2016-17, the PCC embarked on a strategic planning process to clarify and define
the program focus for the committee. The plan includes a practical vision for the community,
defines the current reality for the committee, and provides overarching strategies to guide the
committee work for the next three years. The focus of the process was to address how the
Promotional Coordinating Committee, (PCC) can be better positioned to improve and develop
projects to support the commu nit y independently and in collaboration with the Tourism
Improvement Business District (TBID) and serve as an effective advisory body to the City
Council. Three strategic directions were identified through the process:
1. Updating and maintaining current pro jects.
2. Creating and establishing new projects that are innovative and relevant to the community.
3. Improving internal operations and processes more efficiently.
This fiscal year, the PCC held a strategic planning check -in session to review the status of the
plan, update the work as needed and dive into the development of the programs for the
implementation priorities in 2018-19. The committee used these strategic directions to develop
the 2018-19 work programs and priorities. (Council Reading File: Attachment j - PCC Strategic
Planning Report)
SLO Happenings Program
For the past three years, the PCC made a focused effort to refine the purpose of the SLO
Happening program to benefit the needs of the residents by offering a consolidated local events
calendar application and accompanying social media presence. The promotion of the app, the
feature enhancements, and the dedication to expand the content included within the app was
done to further engage the community in the cultural and recreational offering with in the City.
Over the past fiscal year and through the implementation of the strategic plan, the PCC evaluated
the SLO Happenings program’s relevance as a community resource. Through a public, user and
partner survey effort the PCC discovered that more users benefited from the social platform
engagement with SLO Happenings then the app itself. Based on this discovery, the committee
made a strategic decision to sunset the app and focus entirely on digital and social efforts.
During the March meeting, staff presented the committee with options for future program
direction which included: a social media only focus through the work of the existing contractor
or the second option to partner with the TBID on the existing ShareSLO campaign and feature
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SLO Happenings as a campaign message focused on events. The committee directed staff to seek
proposals from the existing contractors for both options. After discussion with staff, the current
SLO Happenings contractor, Solve, elected to not submit a proposal. Matchfire, the agency of
record for the TBID’s ShareSLO program, did submit a proposal at the PCC’s request and with
the approval of the TBID Board. During the April meeting, the PCC received a presentation from
Matchfire on the enhanced calendar of events solut ion on the City’s tourism website and the
integration of SLO Happenings into the ShareSLO campaign.
Based on the new direction for the SLO Happenings program, the PCC recommends an
agreement with Matchfire in the amount of $19,300 for the promotion of the SLO Happenings
campaign within ShareSLO. Matchfire is uniquely suited for this agreement as they are the
agency of record of the TBID to manage the ShareSLO campaign and under that contract they
are the only agency able to execute the work requested by the committee.
The full proposa l can be reviewed in the Council Reading File. (Attachment k – MF SLO
Happenings 2018-19 PCC Proposal; Attachment l – SLO Chamber 2018-19 PCC Proposal)
Chamber of Commerce Contract Services
The PCC received a presentat ion from the Chamber of Commerce for the proposed on-going
contract services. In addition to the continued services for Visitor Center Operations and shared
public relations services in partnership with the TBID which are on the second year of a two-year
contract, the PCC considered the 2018-19 marketing and public relations support of the GIA
recipients and the production of the City tear-off-maps. The Chamber requested a $2000 increase
in contract funding fo r the GIA Support services from the previous fiscal year to the contract
amount of $30,000. A small $275 increase over the previous fiscal year contract was also
requested in the production of the tear-off maps for increased printing costs. The 2018-19 total
tear-off map project amount is $9,000. The full proposals can be reviewed in the Council
Reading File.
During budget deliberations at the May 9, 2018 meeting, the Committee determined that it was
of high priority to maintain contract services with the Chamber of Commerce and decided to
fully fund and authorize all the proposals for the 2018-19 year. (Attachment d – PCC Minutes
May 9, 2018)
Grants-In-Aid (GIA)
In February of each year, the PCC advertises the annual GIA process for the promotion of
cultural, social, and recreational events held in the City of San Luis Obispo that will benefit
residents and visitors. Notices are placed on the City web site and in the Tribune to advertise the
availability of the grant funding application for local non-profit organizations. Additionally,
previous grant recipients are notified via email regarding the grant availability. The PCC
maintained its available budget for GIA awards at $100,000 and is recommending the full
amount in funding based on the application review process.
Grant Application and Evaluation and Process
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The grant cycle was opened on February 1, 2018 and applications were due on March 16, 2018.
On February 7, 2018, the PCC’s GIA subcommittee held a mandatory meeting and event
resource fair with all interested organizations to introduce the grant funding criteria used during
the evaluation process and answers any questions from the applicants. At deadline for grant
application submittal, the City received 28 applications with a funding requests amount of
$234,757. A hard copy of the complete booklet of Grants-in-Aid applications is available for
public review in the City Clerk’s Office (Attachment m – GIA 2018-19 Application Binder).
The PCC’s GIA subcommittee met to review the applications, compare the requests to the grant
criteria, and allocate funding accordingly. On May 16, 2018, the PCC held a public hearing with
all applicants to allow for presentation and discussion before the recommendation be forwarded
to the City Council for consideration and approval. There were over 15 application
representatives present at the meeting. The committee received 12 public comments from the
grant applicants and ultimately approved the recommendation for the 2018-19 GIA funding
allocations (Attachment e– PCC Special Meeting Minutes May 16, 2018; Attachment f- GIA
2018-19 Funding Recommendations).
FISCAL IMPACT
The total amount currently budgeted in the 2018-19 Supplemental Budget for the TBID Fund for
2018-19 is $1,473,400. The TBID fund balance at the end of fiscal year 2017-18 is estimated at
approximately $230,000 in excess of $100,000 policy required fund reserve, bringing the
available TBID program budget to $1,703,400. The exact amount will not be known until the
City’s audited financials for 2017-18 will be substantially complete.
The total amount currently budgeted in the 2018-19 Supplemental Budget for the Community
Promotions Program is $403,386 in 2018-19. Within the 2018-19 budget, the PCC recommends
the total GIA event funding amount of $100,000 based on the application process and evaluation.
There is sufficient funding for the contracts as recommended by the two advisory bodies.
ALTERNATIVES
1. The Council could choose to fund the contracts at different levels or modify the scope of
services. The advisory bodies and staff do not r ecommend adjustments, as the proposed
contracts are the result of careful review, discussion, and ne gotiations between the
parties.
2. The Council could direct the advisory bodies and staff to release Request for Proposals
for all the services outlined. This is not recommended since the recommended contractors
are well positioned to execute the established work scope in a cohesive and economical
manner.
3. The Council could re-allocate funding provided through the GIA process. This is not
recommended as the PCC reviewed the applications thoroughly and applied the funding
per the set criteria and expected benefit to the City’s residents and visitors.
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Attachments:
a - 05-09-2018 TBID minutes
b - AMF_MF Agreement_DRAFT
c - 2018-19 Line Item Budget Allocations
d - 05-09-2018 PCC Minutes
e - 05-16-2018 PCC Special Meeting Minutes
f - GIA 2018-19 PCC Reccomendations
g - TBID Strategic Clarity Plan Update
h - SLO Chamber 2018-19 TBID Proposal
i - SLO Wine 2018-19 TBID Annual Partnership Proposal
j - PCC Strategic Plan Report
k - MF SLO Happenings 2018-19 PCC Proposal
l - SLO Chamber 2018-19 PCC Proposal
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Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 1
Minutes
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
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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---
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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.
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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---
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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
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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: 06/13/2018
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AGREEMENT SECOND EXTENSION
THIS AGREEMENT is made and entered into in the City of San Luis Obispo on this day of
, by and between the CITY OF SAN LUIS OBISPO, a municipal corporation, hereinafter referred to
as City, and AMF/Matchfire (as successor in interest to BCA and Studio Good respectively), hereinafter referred to as
Contractor.
W I T N E S S E T H:
WHEREAS, on December 16, 2013 City requested proposals for marketing services for the City of San Luis
Obispo lodging industry, specifically the Tourism Business Improvement District (TBID) per Specification No. 91275;
WHEREAS, pursuant to said request, Contractor submitted a proposal which was accepted by City for said
services;
WHEREAS, the City entered into an Agreement that allowed for two two-year extensions; and
WHEREAS, the Contractor has executed the campaign in fiscal years 2014-15, 2015-16, 2016-17 and 2017-
18 to the City’s and TBID’s satisfaction; and
WHEREAS, on May 8, 2018 the TBID recommended the second extension the Agreement for a two-year
term as permissible under the initial Agreement terms for fiscal years 2018-19 and 2019-20; and
WHEREAS, the City considered the TBID’s recommendation and approved the Agreement extension.
NOW THEREFORE, in consideration of their mutual promises, obligations, and covenants hereinafter
contained, the parties hereto agree as follows:
1. TERM. The term of this Agreement shall be from the date of this Agreement is made and entered,
as first written above, until June 30, 2020.
2. INCORPORATION BY REFERENCE. City Specification No. 91275 and Contractor's proposal
dated January 31, 2014 are hereby incorporated in and made a part of this Agreement.
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3. CITY'S OBLIGATIONS. For providing services as specified in this Agreement, City will pay and
Contractor shall receive therefore compensation in a total sum not to exceed $850,000 for 2018-19 and $850,000 for
2019-20.
4. CONTRACTOR'S OBLIGATIONS. For and in consideration of the payments and agreements
hereinbefore mentioned to be made and performed by City, Contractor agrees with City to provide services as
described in Exhibit A attached hereto and incorporated into this Agreement.
5. AMENDMENTS. Any amendment, modification, or variation from the terms of this Agreement
shall be in writing and shall be effective only upon approval by the Council of the City.
6. TERMINATION. If, at any time during the term of the contract, the City determines that the
project is not feasible due to funding shortages or unforeseen circumstances, the City reserves the right to terminate
the contract. Consultant will be paid compensation due and payable to the date of termination.
7. COMPLETE AGREEMENT. This written Agreement, including all wr itings specifically
incorporated herein by reference, shall constitute the complete agreement between the parties hereto. No oral
agreement, understanding, or representation not reduced to writing and specifically incorporated herein shall be of any
force or effect, nor shall any such oral agreement, understanding, or representation be binding upon the parties hereto.
8. NOTICE. All written notices to the parties hereto shall be sent by United States mail, postage
prepaid by registered or certified mail addressed as follows:
City City Clerk
City of San Luis Obispo
990 Palm Street
San Luis Obispo, CA 93401
Contractor [ ]
[ ]
[ ]
[ ]
8. AUTHORITY TO EXECUTE AGREEMENT. Both City and Contractor do covenant that each
individual executing this agreement on behalf of each party is a person duly authorized and empowered to execute
Agreements for such party.
Packet Pg. 34
Item 5
3
IN WITNESS WHEREOF, the parties hereto have caused this instrument to be executed the da y and year first
above written.
ATTEST: CITY OF SAN LUIS OBISPO,
A Municipal Corporation
By:
City Clerk Heidi Harmon, Mayor
APPROVED AS TO FORM: CONTRACTOR:
By:
City Attorney AMF
Packet Pg. 35
Item 5
2018-19 Budget Allocation Recommended by the Tourism Business Improvement District (TBID) Board
* Does not include Staffing & Administration Overhead Fee; the un-appropriated fund balance will not be known
until the entire 2017-18 collection has occurred and the City’s audit has been substantially completed
Campaign Elements/Contractors Budget Allocation Work scope
Contracts
Marketing Contract- AMF/Matchfire $ 850,000 General Marketing Services with addendum
Chamber of Commerce - PR $ 51,000
Comprehensive program for Public Relations
and Media Relations in partnership with PCC
Chamber of Commerce - Guest Services $ 45,000
Guest Services including Telephone
Fulfillment & Availability Assistance;
Promotional Support
Chamber of Commerce - Media
Monitoring Service Fee $ 8,400
Digital targeting, distribution and tracking
service for media
Partnerships
Learfield/Cal Poly Athletics $ 95,500
Partnership for 2018-19: Sponsorship & Room
Costs
SLO Wine Partnership $ 21,000
Partnership for 2018-19: Sponsorship & Room
Costs
Cal Poly Student Affairs $ 20,000 Partnership for 2018-19: Sponsorship
Events Promotion
General Events Promotion $ 117,000
Earmarked budget for event sponsorship
commitments
Event Activations $ 4,000
Funds to be used for costs associated with
events
Tradeshows
Trade Shows & Travel Shows $ 45,000
Including: Travel & Adventure Shows; IPW
2019
Tourism Conferences $ 8,000 Industry Conferences like Outlook Forum
Tourism Organizations/Research
Central Coast Tourism Council -
Membership Fee & Black Diamond $ 7,200 Membership & co-op fees
Smith Travel Report $ 3,000
Daily & Monthly in-county data comparison
reports
CalTravel $ 1,000 Membership fee
California Hotel & Lodging Association $ 22,061 Membership fee
Support/ Meetings
Tourism Program Expenses $ 7,000
Expenses associated with program &
database service fee
FAM Trip Hosting $ 6,000
Budget for hosting media and travel/trade
guests
Past Due CP Rooms $ 1,000 Funds for past due rooms
Strategic Plan & Research $ 60,000 Earmarked budget
Contingency $ 100,000 Un-allocated budget for opportunity projects
Total Expenditure $ 1,472,161
Packet Pg. 36
Item 5
2018-19 Budget Allocation Recommended by the Promotional Coordinating Committee (PCC)
Campaign Elements/Contractors Budget Allocation Work scope
Grants-in-Aid Program $ 100,000 Funding used for grant awards
Chamber - Grants-in-Aid Support $ 30,000
Marketing and promotional support to grant
recipients
Strategic Initiatives $ 50,000
Earmarked budget for event sponsorship
commitments and new program development
SLO Happenings Program $ 19,300
Marketing and content support for SLO
Happenings program through ShareSLO
General Contract Services $ 6,484 Un-allocated budget for opportunity projects
Chamber - Visitors Center $ 112,600 Operation of the Visitor Center
PR Contract $ 34,000
Comprehensive program for Public Relations
and Media Relations in partnership with TBID
City Maps $ 9,000
Production and distribution of tear-off City
Maps
Support Cost $ 5,000 Expenses associated with program
Total Expenditure $ 366,386
* Does not include Tourism Manager Staffing expense
Packet Pg. 37
Item 5
Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 1
Minutes
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
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Item 5
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).
Packet Pg. 39
Item 5
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.
Packet Pg. 40
Item 5
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
Packet Pg. 41
Item 5
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: 06/13/2018
Packet Pg. 42
Item 5
Minutes – Promotional Coordinating Committee Meeting of May 16, 2018 Page 1
Minutes
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 16, 2018
Special Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Special Meeting of the Promotional Coordinating Committee was called to order on Wednesday,
May 16, 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, Melissa Godsey, Dana Matteson,
John Thomas, and Chair Zoya Dixon
Absent: Vice Chair Daniel Levi; Matt Wilkins
Staff: Tourism Manager Molly Cano.
BUSINESS ITEMS
1. 2018-19 GRANTS-IN-AID – PRELIMINARY RECOMMENDATION
The Grants-in-Aid Subcommittee presented the preliminary 2018-19 funding
recommendations.
Public Comments:
Public comments were received from the following grant representatives:
• Karen Kile- SLOMA – Thank you for your generous support
• Debra Balke- Central Coast Autism Spectrum Center – will be able to use the funds to
expand the event after 3 years of operations
• Tom Mitchell- SLO Railroad Museum – Thank you for the funding in the past year;
Westways Magazine ads brought in groups from outside the area; now able to expand the
offerings for youth programs; have some good offerings that are new next year and excited to
share; more public outreach; thank you
• Jane Heath- Foundation for SLO Libraries- 100th anniversary for the library celebration;
mobile library will be the beneficiary of the funding; the mobile library will make the library
accessible to the whole community
• Leslie McKinley– United Way – Flavors of SLO event moved to Mission Plaza this year and
increased the impact by 40%
Packet Pg. 43
Item 5
Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 2
• Carmela Vignocchi- Central Coast Shakespeare Festival- thank you for creating an easy to
use application and the time you spent reading and considering the applications; thank you
for the funding last year and this year if approved
• Patty Thayer- SLO Rep – you make a difference to us. The funding for the rebranding has
made a huge difference. The funding has helped us expand our reach.
• Steve Lerian- Cal Poly Arts- thank you for the grant you provided last year. The events
funded last year were for the most part sold out; and the funding has helped us leverage our
buy especially on TV. Thank you for everything we appreciate it very much
• Jessica – Wilshire Hospice & Dia De Los Muertos- thank you for helping to expand out
marketing budget
• Penny Porter- Cuesta College Performing Arts Center- your funding has made a huge impact,
exponential benefit to the marketing funds
• Cliff Swanson- Master Coral- now created a separate non profit and this grant has enabled us
to go on our own to promote the event and all the advertising; show this Sunday
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER MATTESON SECOND BY
COMMITTEE MEMBER COZZI CARRIED (4-0-1) to approve the 2018-19 grants-in-aid
funding for Downtown SLO as presented. (Chair Dixon recused)
ACTION: MOTION BY COMMITTEE MEMBER GODSEY SECOND BY
COMMITTEE MEMBER THOMAS CARRIED (4-0-1) to approve the 2018-19 grants-in-
aid funding for Cal Poly Arts and the Foundation for the Performing Arts as presented.
(Committee Member Matteson recused)
ACTION: MOTION BY COMMITTEE MEMBER COZZI SECOND BY
COMMITTEE MEMBER MATTESON CARRIED (5-0) to approve the remaining 2018-19
grants-in-aid funding recommendations as presented. (Committee Member Matteson
recused)
ADJOURNMENT
The meeting was adjourned at 5:50 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: 06/13/2018
Packet Pg. 44
Item 5
Organization Contact Name Event(s)Event Dates
2018-19 Funding
Recommendation Comments & Funding Requirements
1
ARTS Obispo, the San Luis Obispo
County Arts Council Leona Guidance Art After Dark
7/6/18, 8/3/18, 9/7/18,
10/5/18, 11/2/18,
1/4/19, 2/1/19, 3/1/19,
4/5/19, 5/3/19, 6/7/19 $5,500.00
GIA funding cannot cover any catering expenses. Funds can be applied
toward prioritized list but can not be focused on the Open Studios
Tour (countywide) promotion. Staff to work with Arts Obispo to
clarify requirements.
2
Cal Poly Corporation (on behalf of
Cal Poly Arts)
Denise Leader
Stoeber
Cal Poly Arts Broadway Series
(2018-2019)
10/25/18, 1/17/19,
2/14/19, 3/14/19,
4/10/19, 4/13/19 $6,000.00 Funding toward prioritized list
3
Central Coast Ag Network dba
Central Coast Grown Steven Marx
City Farm Annual Harvest Festival --
2018 7-Oct-18 $2,500.00
Funding toward item #2- no event coordinator expenses to be
covered, design contractor for media/pr could be included
4
Central Coast Autism Spectrum
Center Debra Balke Zombie Invasion SLO October 27, 2018 $2,250.00 Funding toward Facebook request
5 Central Coast Children's Choir Miller Newlon
Central Coast Children's Choir
Winter Concert December 8 & 9, 2018 $2,000.00 Funding toward prioritized list
6 Cuesta College Foundation Wayne Attoe 8th Annual CPAC Council Benefit
Sunday, September 16,
2018 $1,000.00 Funding toward prioritized list
7
Downtown SLO, Formerly San Luis
Obispo Downtown Association Rachel Maiorino 23rd Annual Concerts in the Plaza
6/8, 6/15,6/22,6/29,
7/6, 7/13, 7/20, 7/27,
8/3, 8/10, 8/17, 8/24,
8/31, 9/7, 9/14 $3,500.00 Funding toward prioritized list
8
Foundation for SLO County Public
Libraries
Denise Leader
Stoeber
Library Foundation Centennial Year
Festivities TBD $5,000.00 Funding toward prioritized list
9
Foundation for the Performing
Arts Center Erika Neel Family Day at the PAC April 2019- TBD $3,500.00
web collateral & design and social campaign only; submit proof of
payment for services related to design; social campaign
10 History Revisited Rick Smith Central Coast Renaissance Festival July 21 & 22, 2018 $4,500.00 Funding toward prioritized list
11 JCC-Federation of San Luis Obispo Lauren Bandari Apples and Honey Festival 16-Sep-18 $2,400.00 Funding toward prioritized list
12 Opera San Luis Obispo Sharon Dobson
The Magic Flute: A Citywide Arts
Collaboration October 13 and 14, 2018 $3,050.00 Funding toward prioritized list
13 Orchestra Novo Zette Harbour 4th Annual Pops ON!
Sunday, September 2,
2018 $2,500.00 Funding toward digital campaign
14 San Luis Obispo Master Chorale Clifton Swanson San Luis Obispo Master Chorale
2018-2019 Concert
Series $2,400.00 Funding toward social and radio
15 San Luis Obispo Museum of Art Karen Kile WHAT'S UP AT SLOMA?
July 1, 2018 - June 30,
2019 $6,000.00 Funding toward prioritized list
16 San Luis Obispo Railroad Museum Tom Mitchell Central Coast Railroad Festival October 5, 6, and 7, 2018 $5,000.00 Funding toward prioritized list
17 San Luis Obispo Repertory Theatre Patty Thayer The SLO REP 2018/19 Season
July 1, 2018 - June 30,
2019 $7,000.00 Funding toward prioritized list
18 San Luis Obispo Soccer Club Hugh Payne Junior's Classic April 12-14, 2019 $3,000.00 Funding toward prioritized list; cannot be used not for printing costs
19 San Luis Obispo Symphony Kristen Hintz "Concerts in the Cohen" Series
10/6/18, 11/10/18,
2/2/19, 3/9/19, 5/4/19 $0.00
No funding reccoemended. Funding requested is directed toward
organzation promotion/fan base as opossed to promotion of the event
series. (Season pass holder or memebers) as opposed to event
mailings or ads.
20
San Luis Obispo Vocal Arts
Ensemble Sarah Maggelet Kick Off To Tour Concert 13-Oct-18 $3,000.00 Funding toward prioritized list
21 SLO Blues Society Michael Incase SLO Blues Dance Concerts
11/3/18, 12/1/18,
1/26/19, and 2/23/19 $2,000.00 Funding toward prioritized list
22 SLO Classical Academy Cozy Faber An Evening with Bill Deresiewicz March 8, 2019 $4,500.00 Funding toward print and social (no movie)
23
SLO County Farmers' Market
Association Peter Jankay Farmers' Market 40th Anniversary
Saturday, October 13,
2018 $3,500.00
No entertainment expenses can be covered by grant; Funding toward
media plan
24 SLO Jazz Festival, Inc.Scott Andrews SLO Jazz Festival, Inc.May 17-18, 2019 $2,000.00
Funding for stage rental and artist down payments are not qulified
grant funding expenditures. Funding for media plan - KSBY line item
on the on the prioritized list.
25
St. Andrews Greek Orthodox
Church Michael Stevens San Luis Obispo Greek Festival
May 31, June 1, & June 2,
2019 $3,900.00 Funding toward contracting for agencies
26
The Central Coast Shakespeare
Festival Zoe Saba Shakespeare Under the Stars July 13 - August 4, 2018 $4,000.00 Funding priority 2 and #6, then as they prioritize
27
United Way of San Luis Obispo
County Leslie A. McKinley Flavors of SLO May 4, 2019 $5,000.00
Funding toward prioritized list; thank you ad cannot be covered by
grant funding.
28 Wilshire Hospice Jessica McLoughlin Dia de los Muertos
Saturday, November 3,
2018 $5,000.00 Funding toward prioritized list
Total $100,000.00
0
Packet Pg. 45
Item 5
April 2018
1
Proposal to the City of San Luis Obispo
Promotional Coordinating Committee
April 2018
Promotional Services
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Promotional Coordinating Committee to enhance and enrich the
resident and visitor experience in San Luis Obispo, create a central hub of community and visitor
information, and promote the region to potential visitors.
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’s Promotional Coordinating Committee to create new programs and utilize existing
Chamber assets to improve the quality of life and economic vitality of the community we live in;
we continue to seek new opportunities to deepen our partnership and further the
understanding of San Luis Obispo as an exceptional place to live and visit.
Packet Pg. 46
Item 5
April 2018
2
Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
Proposals 5
Summary 5
Packet Pg. 47
Item 5
April 2018
3
Qualifications
The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of
strengths to assist the Promotional Coordinating Committee 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.
Packet Pg. 48
Item 5
April 2018
4
Project Team
The SLO Chamber has an experienced, professional staff of 20 who work together to execute
projects with a track record of success. The key team members who will lead the proposed work
for the Promotional Coordinating Committee 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 the “why” San Luis Obispo is a
wonderful place to vacation, live, work and generally enjoy life.
Keri Forsberg
Communications Coordinator
Joining the Chamber staff in 2015, Communications Coordinator Keri Forsberg
has a degree in Recreation, Parks and Tourism from Cal Poly and specializes in
connecting with Grants-In-Aid recipients to ensure the events have the
appropriate marketing support to flourish.
Packet Pg. 49
Item 5
April 2018
5
San Luis Obispo City Maps
The tear-off, tableted city maps are the most utilized visitor resource in our Visitor Center as
well as throughout San Luis Obispo. Maps are distributed quarterly and on-demand to all San
Luis Obispo city hotels as well as hospitality partners including Amtrak, wineries and local
museums. The project will be updated and printed each spring and we are proposing an update
of the content for another print run of 150,000 to keep up with the current demand for
distribution of approximately 37,500 maps each quarter.
$9,000 for 150,000 maps with updates
GIA Marketing Support
Over the last eight years, the Chamber has provided event promotion and public relations
support to the PCC’s grants-in-aid recipients. This partnership has been aimed at driving
attendance and support by residents and visitors to events in the city. In the 2018-19 year, we
propose a continuation of this service as it serves the goal of supporting community events that
enhance San Luis Obispo in a way that direct funding can’t. Together, the marketing support and
funding provided by the PCC help the events succeed.
Elements of the contract include:
• Writing and distributing press releases to local, regional and national media outlets
• Promoting events through social media channels
• Including events in event calendars to local tourism-related businesses
• Including events in upcoming event releases to local media outlets
• Meeting in-person, or by phone with groups
• Offering to sell tickets through the Visitor Center (at no charge)
• Promoting events through the Visitor Center by display of event materials- brochures,
posters, etc.
• Distribution of the easy-to-use, monthly local events one-pager to local hospitality
partners that is consistent with the “look and feel” of the city’s messaging efforts
$30,000 a year
Summary
GIA Marketing Support $30,000
San Luis Obispo City Maps $9,000
Packet Pg. 50
Item 5