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Home My WebLink About08-08-2018 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, August 8, 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, July 11, 2018 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 AMF + Matchfire Marketing Report C.5 Chamber Visitor Center Report C.6 TOT Report PRESENTATIONS 1. MARKETING AGENCY MONTHLY REPORT 10 mins Representatives from AMF and 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 Guest Service and 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. 2017-18 TBID ANNUAL REPORT PREPARATION 10 mins The Board will direct staff on development of the TBID’s written annual report to the City Council to be presented on October 2, 2018. The Board is to review the 2016-17 report as an example of the format and the formation that has been included in the previous year report. 2. MARKETING COMMITTEE RECCOMENDATIONS 10 mins The Marketing Committee will present the funding recommendations for the Central Coast Tourism Council’s Black Diamond co-op opportunity. 3. STRATEGIC PLAN RFP INPUT 10 mins The Management Committee will seek input and discussion from the Board on the Strategic Plan RFP process and timeline. 4. 2018-19 EVENT PROMOTION SUBCOMMITTEE FUNDING RECOMMENDATIONS 20 mins The Marketing Committee will present the funding recommendations for the 2018 -19 Events Promotion sponsorship program. 5. Strategic Partnership Opportunity 15 mins The Board will discuss a potential new strategic partnership opportunity with MINDBODY. 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: July 26, 2018 3. MARKETING COMMITTEE UPDATE – Minutes: July 25, 2018 4. PCC/TBID EVENT PROMOTION COMMITTEE UPDATE – Minutes: July 16, 2018 and July 24, 2018 5. PCC UPDATE –Minutes: July 11, 2018 6. SLO CAL UPDATE – Liaison Reports 7. TOURISM PROGRAM UPDATE – Staff Report ADJOURN. POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on August 3, 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. Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, July 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, July 11, 2018 at 10:05 a.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Board Chair Skidmore. ROLL CALL Present: Board Members Clint Pearce, LeBren Young-Harris, Vice Chair Matthew Wilkins (entered at 10:07a.m.), and Chair Bruce Skidmore Absent: Nipool Patel and Pragna Patel-Mueller (one seat empty) Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Becky Moore was introduced as a new Account Executive for AMF, Sandi Sigurdson introduced herself as the Interim CEO of the SLO Chamber, Christine Robertson introduced herself as the new Destination Management Strategy Leader for Visit SLOCAL, and Cheryl W akefield introduced herself representing the Kinney SLO and Pacifica Hotels. CONSENT AGENDA ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER HARRIS, CARRIED 4-0, to approve the Consent Calendar Items C.1 through C.7. C.1 Minutes of Meeting on Wednesday, June 13, 2018 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 AMF + Matchfire Marketing Report C.5 Chamber Visitor Center Report C.6 TOT Report C.7 Notice of Unscheduled Vacancy – Kimberly Walker DRAFT Minutes – Tourism Business Improvement District Board Meeting of July 11, 2018 Page 2 PRESENTATIONS 1. Marketing Agency Year-End Report Representatives from AMF Media Group + Matchfire reviewed their marketing activities from the 2017-18 fiscal year for the SLO TBID and responded to Board questions. A few highlights from the year included the “Be Here” and “Welcome” Campaigns, first-ever market research for San Luis Obispo, media placements, above average site metrics, expanding social and newsletter outreach, successful partnerships and tradeshows, and being nominated for a Poppy Award. The 2018-20 Marketing Plan and Annual Report to City Council are items to look forward to. Public Comments: None ---End of Public Comments--- No action was taken on this item 2. Chamber Year-End Report Representatives from the SLO Chamber presented the 2017-18 year-end report for the Guest Service and Public Relations contracts with the SLO TBID. Highlights included 268 San Luis Obispo publication placements and almost 100 million potential reach this past year, making 16 best of lists, promoting 30 more events within the city this year over previous years, and increased hotel referrals from the Visitor Center. Committee members were interested in the referral and conversions Public Comments: None ---End of Public Comments--- No action was taken on this item DRAFT Minutes – Tourism Business Improvement District Board Meeting of July 11, 2018 Page 3 BUSINESS ITEMS 1. County Tourism Marketing District Renewal Staff reviewed the process and timeline of the renewal of the County Tourism Marketing District (SLO CAL) with the Board. The Board then discussed their previous involvement in the renewal and will have the Management Committee further work on the timeline and TBID constituent outreach plan. The Board provided direction to staff to invite Visit SLO CAL to present on their program success and future goals at the August board meeting. Public Comments: None ---End of Public Comments--- No action was taken on this item TBID LIAISON REPORTS & COMMUNICATIONS 1. Hotelier Update Board members reviewed their current activities. Tourism Manager Cano added updates on meeting with the new Hotel Serra property. 2. Management Committee Update There was no Management Committee meeting in June. 3. Marketing Committee Update Tourism Manager Cano and Board Member Young-Harris reviewed research project work conducted in the June 14, 2018 meeting. 4. Promotional Coordinating Committee (PCC) Update Board Member Wilkins reported that the highlights of the PCC meeting of June 13, 2018 were phasing out the SLO Happenings app, reviewing the 2018-19 Grants In Aid applicant recipients, finalizing their 2018-19 budget, and beginning to work on the “Big Idea” research and project. DRAFT Minutes – Tourism Business Improvement District Board Meeting of July 11, 2018 Page 4 5. Visit SLO CAL Update Board Member Pearce reviewed the community analysis survey that will be conducted on tourism, an upcoming meeting with American Airlines on a potential direct flight to Dallas, Highway 1 reopening marketing efforts, and the transitions in their marketing agency. Pearce also informed the Board that Brendan Pringle has been awarded 30 Under 30 by Destinations International. 6. Tourism Program Update Tourism Manager Cano reviewed and reported on the following: - Visit SLO CAL, CCTC, and Visit Ca’s Highway 1 reopening messaging and grand opening event that will take place August 8 -9, 2018 and TBID’s participation - City Council’s approvals of TBID Consent Items at the July 10, 2018 meeting - Participation in Cal Poly’s SLO Days has begun and is going smoothly - IPW leads have been distributed to TBID properties and a workshop will be provided in partnership with Michael from Visit SLO CAL in August - Cano is now the past president of the Central Coast Tourism Council and has submitted their end of year report to Visit CA. The CCTC will now be working on the 2018-2020 Marketing Plan and Tourism Coordinator Burns has joined the CCTC Marketing Committee. - Staff is making efforts to complete strategic partner meetings for the new fiscal year - The City of San Luis Obispo has signed a contract with Airbnb and homestay properties will now be paying assessment starting August 1, 2018 - The first Keep It In SLO (KIIS) lead referral has been processed - The 2018-19 Event Promotion application period has closed and all applicants will have the opportunity to present to the subcommittee on July 16 - A TBID Board seat has officially opened after Kimberly Walker’s resignation and the application process is open - The Marketing Committee will have a special 1.5 hour meeting on Wednesday, July 25, 2018 to review the 2018-20 Marketing Plan with the Agency. - The Management committee will have a combined July and August meeting - Board Member Young-Harris will not be able to attend the August 9, 2018 Board Meeting ADJOURNMENT The meeting was adjourned at 12:03 p.m. The next Regular meeting of the Tourism Business Improvement District Board is scheduled for Wednesday, August 8, 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/2018 July 2018Week of July 1, 2018 to July 7, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 72.0 84.5 75.5 125.51 181.74 143.48 90.32 153.50 108.37 -6.1 -4.5 -5.6 -10.8 -1.4 -7.1 -16.2 -5.8 -12.3City of Pismo Beach 77.9 92.4 82.0 219.92 253.80 230.82 171.29 234.41 189.32 -6.4 -1.1 -4.7 -3.0 0.9 -1.5 -9.2 -0.2 -6.2City of San Luis Obispo 70.1 86.7 74.8 146.80 201.22 164.80 102.91 174.37 123.33 -11.0 -2.9 -8.4 -2.9 2.5 -0.3 -13.6 -0.5 -8.7EconomyMidscaleUpscale71.8 86.5 76.0 162.93 224.69 183.02 116.97 194.36 139.08 -14.5 -4.4 -11.5 -5.4 0.8 -2.4 -19.2 -3.6 -13.6Week of July 8, 2018 to July 14, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 83.3 92.7 86.0 126.91 194.93 147.86 105.76 180.69 127.17 3.5 2.1 3.1 -3.8 0.7 -2.1 -0.4 2.9 0.9City of Pismo Beach 81.5 92.5 84.7 184.87 272.65 212.27 150.71 252.11 179.68 -3.2 -1.0 -2.5 2.06.5 4.0 -1.3 5.5 1.3City of San Luis Obispo 85.2 88.2 86.1 146.97 214.59 166.78 125.21 189.37 143.54 8.1 -0.9 5.3 2.5 4.5 2.6 10.8 3.6 8.0EconomyMidscaleUpscale87.5 88.8 87.9 171.33 238.73 190.78 150.00 211.99 167.71 1.9 -2.9 0.4 3.4 5.3 3.7 5.3 2.3 4.2Week of July 15, 2018 to July 21, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 84.3 90.5 86.0 151.06 228.44 174.31 127.29 206.66 149.97 -6.5 -3.1 -5.5 -2.4 -0.6 -1.4 -8.7 -3.8 -6.8City of Pismo Beach 86.6 96.2 89.4 197.35 287.53 225.09 170.97 276.74 201.19 -3.1 0.0 -2.1 1.5 4.3 2.9 -1.6 4.3 0.6City of San Luis Obispo 84.6 92.6 86.9 158.44 227.81 179.56 134.00 210.94 155.98 -4.1 -0.2 -2.9 2.9-0.2 2.0 -1.3 -0.4 -0.9EconomyMidscaleUpscale86.5 91.5 87.9 184.44 249.03 203.64 159.51 227.76 179.01 -6.8 -3.0 -5.7 2.3-2.8 0.7 -4.6 -5.7 -5.0Week of July 22, 2018 to July 28, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 89.8 95.9 91.6 185.47 221.45 196.24 166.55 212.46 179.67 0.9 2.8 1.5 -3.0 1.5 -1.5 -2.1 4.3 0.0City of Pismo Beach 94.0 99.0 95.4 210.01 290.88 233.97 197.49 287.89 223.32 3.5 3.2 3.4 3.7 6.34.6 7.3 9.7 8.2City of San Luis Obispo 92.6 97.6 94.0 168.67 237.46 189.07 156.17 231.82 177.79 5.6 6.2 5.8 0.7 8.03.3 6.4 14.7 9.3EconomyMidscaleUpscale93.5 97.6 94.7 193.57 263.23 214.08 181.06 256.82 202.71 4.0 4.5 4.2 -2.8 7.3 0.7 1.1 12.1 4.9RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevPar Report to City of SLO – TBID and PCC Public Relations Contract July 2018 Media/Community Relations 1. Began planning October press trip for Mary Charlebois. 2. Continued planning press trips for Seattle based bloggers All things Kate and Style- ish. 3. Met with East Wellbeing and Tea to discuss opportunities to partner in promoting San Luis Obispo as a wellness destination. 4. Submitted content about San Luis Obispo as a ‘Trail Town’ to TrailRunner.com 5. Began planning the SLO City portion of the Visit California Dram Drive FAM tour. 6. Organized press trip for writer on assignment with California Wedding Day featuring unique wedding venues around the city. 7. Continued working with The San Francisco Chronicle on an upcoming SLO travel section. 8. Submitted the following content for Santa Barbara Seasons Fall Calendar. a. Art After Dark b. Finding Neverland – Cal Poly Arts c. 23rd Annual Concerts in the Plaza – September dates d. Apples and Honey Festival e. 4th Annual Pops ON! f. Central Coast Railroad Festival g. SLO Rep: A Funny Thing Happened on the way to the Forum h. SLO Rep: Art by Yasmina Reza i. SLO Rep: The Glass Menagerie j. SLO Blues Dance Concerts k. Dia de los Muertos 9. Sent information and photos to CCTC for Adventure Sports & Outdoor Activities in San Luis Obispo for inclusion in their PR pitches. 10. Pitched the following to Visit California for inclusion in their Alternate Transportation call for media relations content: a. Old SLO Trolley b. Amtrak Discount c. Trendy Train Travel 11. Pitched a piece on SLO as a destination to Go SLO – the new Mustang News publication for incoming families the 12. Continued working with freelancer Nick Kontis, who visited SLO on a FAM trip a few years ago, on an upcoming article about visiting the city. Report to City of SLO – TBID and PCC Public Relations Contract July 2018 13. Began working with SLO Wine to coordinate press trip for Kansas City Star writer in September. 14. Continued working with a group from Google who will be visiting SLO in August, developing itinerary suggestions to entice the 500 attendees to extend their trip. 15. Continued to work with the city, AMF and Matchfire on overall tourism marketing campaign. Media Placements Destination highlights 1. A Central Coast Stop for New Yorkers NYC ePeak shares the The Blond Abroad’s California Coast road trip, including a stay at the Madonna Inn, which she says no trip to San Luis Obispo is complete without. Combined Unique Visitors Per Month: 689,700 2. Cities where you can work less but earn more, and San Luis Obispo is one Value Walk lists took a look at RewardExpert’s latest report to find out where “people work fewer, better-compensated ours per week.” And San Luis Obispo was in the top 10 cities reinforcing the Cities brand as a place for work-life balance and wellness. Unique Visitors Per Month: 1,700,000 3. America’s Most Unusual Hotel Attractions “There are hotels designed after Italy in Las Vegas and Legos in San Diego, but there’s nothing quite like the 108, uniquely themed rooms of the Madonna Inn.” A highlight from Go World Travel – the Caveman Suite. Unique Visitors Per Month: 37,000 4. Highway 101 Roadtrip Driving from Los Angeles to Paso Robles can be done in a day, but as Josh from California Through My Lens shows, it’s worth spending a few hours in SLO to eat at Firestone, shop at Boo Boo Records, and take a look at Bubblegum Alley. Report to City of SLO – TBID and PCC Public Relations Contract July 2018 5. 13 Best Cities to Find a Job in 2018 Out of 386 metropolitan areas nationwide, San Luis Obispo comes in as the No. 2 best market to find a job in 2018. According to Business Insider, “location is crucial.” Unique Visitors Per Month: 36,784,440 6. Racing Through 72 Hours In the SLO Lane According to Kathy Chin Leong, who we hosted last fall and also wrote the New York Times piece on SLO, if you only have 72 hours to spend in SLO, Active Over 50 has an itinerary ready to keep those over, and under, 50 on the move, well fed, and busy boutique or wine shopping in and around SLO. Reach: 200,000+ print and online (self-reported) 7. Stay on track from California Adam Edwards, who was hosted in SLO in the summer of 2017, tell readers that “A slice of pure Americana” can be found in San Luis Obispo, with his World Traveller article recognizing the plethora of farmers’ markets, unique shopping and lodging options available. Unique Visitors Per Month: 15,000 8. Top Three Destinations for Solo Female Travel As We Travel imagines a trip along the PCH in a convertible with sunglasses and a camera at ready for their road trip from LA to SF, with a stop on day one in San Luis Obispo. Unique Visitors Per Month: 37,000 9. A Sticky Tradition Since the 1950s Two walls stretching 70 feet are covered in gum, garnering the name Bubblegum Alley. Believed to have started as a rivalry between SLO High and Cal Poly students, per MSN.com, the sticky tradition lives on. Unique Visitors Per Month: 10,033,031 Report to City of SLO – TBID and PCC Public Relations Contract July 2018 10. 10 Reasons California is the Green Escape You Need Sit back and relax on a low carbon footprint journey, per ecophiles, between SoCal and Central Cal on Amtrack’s Pacific Surfliner. Start down south and arrive in San Luis Obispo, taking in the beautiful land and seascapes along the way. Unique Visitors Per Month: 15,000 11. Guide to the Ultimate California Coast Road Trip Luxury Retreats directs readers up the PCH from LA to San Francisco but diverges to make a stop in the “eclectic city of San Luis Obispo,” for the Thursday night farmers market, “exceptional” nachos and “sophisticated craft cocktails.” Unique Visitors Per Month: 341,000 12. Serving as Inspiration for Fixing State Street The Santa Barbara Independent interviewed director of community development Michael Codron about what makes downtown San Luis a vibrant, economically stable place that is attractive to residents and visitors alike. Unique Visitors Per Month: 188,230 13. Everyday Discounts on Train Travel All Summer Greer’s OC blog has kept SoCal residents up to speed on the latest trends – like taking the Amtrack Pacific Surfliner to San Luis Obispo using this summer’s various discount codes. Unique Visitors Per Month: 12,630 Report to City of SLO – TBID and PCC Public Relations Contract July 2018 Events 14. Apples and Honey Festival Returns to Mitchell Park The celebration of the Jewish New Year in SLO was spotlighted by the Paso Robles Daily News encouraging people from throughout the region to attend this SLO City event. Unique Visitors Per Month: 31,130 15. Tribune Event Coverage The Tribune featured a variety of TBID and PCC supported events in their weekly event roundups, including “Broadway: A Tribute,” Movies at the Rock series, SLO Brew Comedy Series, Circus Vargas, and “Music Without Borders.” Combined Unique Visitors Per Month: 4,281,320 16. The Central Coast Shakespeare Festival A family feud turned “magical, chaotic journey,” per the New Times SLO, makes Shakespeare’s “As You Like It” a summer must see during this year’s festival. Unique Visitors Per Month: 25,426 17. Boots and Brews Music Festival to Debut in SLO The Tribune highlights the new festival which is expected to draw a significant crowd from outside the area a country music event the concert producer called “a dream.” Unique Visitors Per Month: 856,264 18. Grammy-award winning artists perform at the Fremont Theater The Santa Maria Times highlights SLO’s cultural attractions including the Grammy-award winning folk duo The Indigo Girls. Unique Visitors Per Month: 195,644 Report to City of SLO – TBID and PCC Public Relations Contract July 2018 19. Central Coast Renaissance Festival Opens Imagination Dianne Brooke’s column for the Tribune recounts her introduction to the world of the Renaissance Festival (a GIA recipient) inspiring her to join the mystical world of merchants to bring the Faire to life each year. Unique Visitors Per Month: 856,264 20. 48th Annual Summer Season of Festival Mozaic Focused on “music without borders,” Santa Barbara Seasons explores the unique gathering of musicians that make up the 2018 Festival Mozaic series including a number of events in the City of SLO. Circulation: 36,000 SLOTBID AGENCY REPORT July 2018 HAPPENING NOW • Marketing Plan 2018–2020 • 2018–19 Media Planning • VR Pillar Videos & Revised Master • Swag Production • Be Here Campaign Promo Video SLO VACATIONS • Events management • SLO Happenings: event calendar design + implementation • Updated Pages -Fitness page -Restaurant page • SEO -Broken links fixed -Alt image tags added -Position tracking EMAIL • 185 new leads from email sign-up form • Ongoing Welcome Series + Hotel Page Email • July Newsletter SLOTBID MARKETING PLAN JULY 2018 CONCERTS IN THE PLAZA Downtown Plaza October 6-13 MOVIES IN THE MISSION Mission Theatre October 3 & 4, 10 & 11 CONCERTS IN THE PLAZA Downtown Plaza October 6-13 MOVIES IN THE MISSION Mission Theatre October 3 & 4, 10 & 11 CONCERTS IN THE PLAZA Downtown Plaza October 6-13 MOVIES IN THE MISSION Mission Theatre October 3 & 4, 10 & 11 CONCERTS IN THE PLAZA Downtown Plaza October 6-13 MOVIES IN THE MISSION Mission Theatre October 3 & 4, 10 & 11 ONGOING EVENTS CONCERTS IN THE PLAZA Downtown Plaza October 6-13 MOVIES IN THE MISSION Mission Theatre October 3 & 4, 10 & 11 CONCERTS IN THE PLAZA Downtown Plaza October 6-13 MOVIES IN THE MISSION Mission Theatre October 3 & 4, 10 & 11 CONCERTS IN THE PLAZA Downtown Plaza October 6-13 MOVIES IN THE MISSION Mission Theatre October 3 & 4, 10 & 11 CONCERTS IN THE PLAZA Downtown Plaza October 6-13 MOVIES IN THE MISSION Mission Theatre October 3 & 4, 10 & 11 CALIFORNIA PHOTO FESTIVAL RENAISSANCE FESTIVAL SLO HAPPENINGS Check out a full list of events at SanLuisObispoVacations.com/events @shareslo @ShareSLO_@shareslo.com SLOTBID AGENCY REPORT July 2018 SHARESLO • Cross-promotion on Cal Poly social channels • “Showcase of Cities” promotion • Launch “This Week’s SLO Happenings” + “Ticket Tuesday Giveaway” • Community Blog Posts -Meet Ariel Shannon: “Showcase of Cities” Artist -Beat the Heat in SLO with a Sweet Treat -How to do SLO: Wellness Vacation STRATEGIC PARTNERSHIPS • Cal Poly Athletics -Preparing deliverables for 2018-19 Season -Visiting Teams Guide ad -Football Program Ad and Season Ticket Booklet Ad -Radio Spots & Reads for Football, Basketball & Baseball -Courtside Rotational LED -End Zone Banner • Cal Poly Parent Program -E-blast content for July Newsletter LOOKING AHEAD • In-Market Campaign Launch October 1 • Campaign Promo Video • Content Videos x 2 for October & November • Annual Report & Sizzle Reel SLOTBID AGENCY REPORT July 2018 SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 22,407 46,309 18,742 slocity.org pinterest.com m.facebook.com FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 36 103,015 483,152 5,964 313 1,545 TWITTER New Followers Total Followers Total Engagements #ShareSLO 38 4,112 422 229 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 184 13,300 125,142 3,476 10,884 3,109 YOUTUBE SLO Promo Video 42,374 Report to City of SLO – TBID Phone Line and Availability Contract July 2018 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 July 2017 July 2018 Calls to 1-877-SLO-TOWN 14 20 20 16 60 70 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 July 2017 July 2018 Email Response 14 14 13 14 61 55 Phone Calls to Hotels 76 49 44 51 220 220 Hotel Referrals Week 1 Week 2 Week 3 Week 4 July 2017 July 2018 Visitors Served (Walk-ins) 1,704 1,526 1,368 1,598 6,780 6,196 Farmers’ Market* 500 500 500 500 2,000 2,000 Hotel Rooms Referred 248 260 253 261 1,312 1,022 *estimate without people counter TOT Comparison2009‐102010‐11 2011‐122012‐13 2013‐142014‐15 2015‐162016‐172017‐18Change +/‐2016‐17 2017‐18Change +/‐ 2016‐172017‐18Change +/‐ 2016‐172017‐18Change +/‐July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 878,786$ 0.2% 84.7 84.9 0.3 174.75 174.02 ‐0.4 148 147.82 ‐0.1August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 733,970$ ‐4.1% 82.5 76.6 ‐7.2 155.56 157.94 1.5 128.38 121.01 ‐5.7September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 715,084$ 10.0% 74.8 74.7 ‐0.02 151.1 158.01 4.6 113.08 118 4.4October414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 612,859$ ‐2.4% 72.9 70.3 ‐3.4 146.18 146.93 0.5 106.51 103.31 ‐3.0November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 4.4% 66.3 66 ‐0.6 133.3 135.92 1.9 88.61 89.66 1.4December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ 10.3% 58.9 61.5 4.4 123.58 129.11 4.5 72.52 79.39 9.1January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,461$ 4.8% 56.3 58 3.1 115.68 118.75 2.7 65.09 68.89 5.8February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ 14.3% 61.7 69 11.9 128.66 134.06 4.2 79.35 92.5 16.6March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,166$ 5.0% 69.2 68.5 ‐0.09 131.26 139.88 6.6 90.79 95.85 5.6April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 735,992$ 3.8% 79.3 72.7 ‐8.3 150.01 149.73 0.6 114.02 103.25 ‐7.8May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 591,812$ ‐8.3%71.9 69.7 ‐3.1 148.09 150.35 1.5 106.54 104.77 ‐1.7June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 48,765$ ‐93.6%79.0 78.9 ‐0.1 164.53 174.18 5.9 129.93 137.37 5.7Total/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$ 6,811,378$ 71.4670.90143.56147.41103.57105.157,294,000$ ***update will be provided mid-month with missing numbers and full reportRevPARFigures from Smith Travel Research report June - missing 42x TOT & 36x homestay May- missing 3x TOT & 5x homestay8/3/2018 Pending:OccupancyADR Application #Organization Event(s) Event Dates Funding Request TBID Recommendation PCC Recommendation Recommended Support Subtotal Subcommittee Notes: 1 All California Young People in AA (ACYPAA)ACYPAA Round Up (all california young people in alcoholics Thurs. pm through Sun. AM (late Feb. , mar, apr) $ 12,000 $ - $ - $ - TBID/PCC: no funding 2 California Beer Festival, LLC Boots & Brews Country Music Festival Saturday, September 29, 2018 $ 10,000 $ 8,000 $ - $ 8,000 TBID: funding towards marketing3Central Coast Ag Network dba Central Coast Grown A Taste of Spring under the Pergola Saturday, May 18, 2019 $ 3,500 $ - $ 1,750 $ 1,750 PCC: towards advertising 4 Central Coast Vegans Central Coast Veg Fest Saturday, February 16 or March 2, 2019 $ 7,800 $ 1,000 $ 3,000 $ 4,000 PCC: towards advertising | TBID: up to $1,000 towards City of San Luis Obispo lodging property rooms 5 KCBX, Inc Live Oak Music Festival June 13-17, 2019 $ 50,000 $ 50,000 $ - $ 50,000 TBID: Funds towards marketing of venue and date change. Pull aside and earmark $50k total funding with caveat of $15K promotional marketing funding this year if date is not changed from graduation weekend. Full $50k on 6 Michael Gasbarra dba Pouring SLO Craft Beer Festival February 22-23, 2019 $ 16,000 $ 6,000 $ - $ 6,000 TBID: towards marketing7Mission College Prep Love SLO Saturday, March 16, 2019 $ 7,250 $ - $ 7,250 $ 7,250 PCC: towards requested funding list8Mission College Prep Mission Prep Christmas Classic December 19-22, 2019 $ 25,000 $ 20,000 $ - $ 20,000 TBID: Funding towards 200 room nights with City of San Luis Obispo lodging properties ($100/night all inclusive 9 Mozart Festival Association dba Festival Mozaic Festival Mozaic's WinterMezzo Chamber Music Series October 25-27, 2018 & February 22-24, 2019 $ 12,000 $ 8,000 $ 4,000 $ 12,000 PCC: towards requested list | TBID: towards requested list and general brand alignment (PBS tv show)10 San Luis Obispo International Film Festival SLO Film Fest March 12-17, 2019 $ 35,000 $ 15,000 $ 5,000 $ 20,000 PCC: towards requested list's advertising and promo | TBID: $10k towards advertising and $5K towards media 11 San Luis Obispo Wine Country Roll Out the Barrels June 20-22, 2019 $ 16,000 $ 9,000 $ 2,000 $ 11,000 PCC: Towards enhanced experience/build out of event | TBID: Towards out of town marketing/advertising 12 The Civic Ballet of San Luis Obispo The Nutcracker December 8-9, 2018 $ 5,000 $ - $ 2,000 $ 2,000 PCC: Towards requested list (Note: last year of funding through this process)Totals 199,550$ 117,000$ 25,000$ 142,000$ 2018-2019 TBID/PCC Event Promotion Funding Tourism Business Improvement District Management Committee Special Meeting Minutes July 26, 2018 – 10:00 am AMF Media Group Conference Room 711 Tank Farm Rd., Suite 210, San Luis Obispo PRESENT: Nipool Patel (arrived at 10:07 a.m.), Pragna Mueller-Patel, Clint Pearce STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:03 am BUSINESS ITEMS 1. Strategic Plan RFP Staff reviewed the Strategic Plan RFP timeline and process with the committee members. Committee members discussed the timeline and development of the plan presented by staff and want to focus on goals and initiatives rather than fully re-establishing the foundation pieces of the plan. 2. Countywide TMD (SLO CAL) Renewal The committee reviewed and discussed the timeline for the renewal of the County Tourism Marketing District (SLO CAL) and the Board’s discussion from the July meeting. Staff updated the committee on recent communication with SLO CAL and will continue to provide updates as received. 3. New Business Items a. Committee Discussion – Staff updated the committee on the VisitSLO.com meetings and that Board Chair Bruce Skidmore will be assisting in these discussions. b. Future Agenda Items – Nipool Patel informed the staff and the committee that he will not be able to attend the August 8, 2018 board meeting. c. Next Meeting Date- Normal Thursday, September 6, 2018 at 10:00 a.m. Meeting was adjourned at 10:33 a.m. Tourism Business Improvement District Marketing Committee Meeting Minutes July 25, 2018 – 10:00 a.m. Council Hearing Room - 990 Palm St, San Luis Obispo BOARD MEMBERS PRESENT: Wilkins, Harris (exited at 11:42 a.m.), Skidmore STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:11 a.m. BUSINESS ITEMS 1. Marketing Plan Draft Marketing agency representatives from AMF Media Group and Matchfire presented the two-year marketing plan draft to the committee. Throughout the presentation AMF and Matchfire answered the committee members questions, addressed edit suggestions, and thoroughly walked through new initiatives and highlights of the plan. 2. Travel & Adventure Tradeshows Staff reviewed the 2018-19 Travel & Adventure Tradeshows opportunities with the committee. Staff proposed having a single booth at the Los Angeles and SF/Bay Area to coincide with the marketing research and presented two-year marketing plan. Recommendation: The committee recommended the TBID move forward with the staff proposed tradeshows and single booth size for the 2018-19 year. 3. SLO Happenings Calendar Matchfire reviewed the new website design with the committee and provided a tutorial of the new features. A focus on the SLO Happenings Event Calendar was thoroughly reviewed where committee members provided feedback and learned about the event submission process. Recommendation: The committee recommended the Board approve the new SLO Happenings Event Calendar as presented. 4. TBID/PCC Events Promotion The committee had the opportunity to discuss any potential changes or suggestions to the July 24th Event Promotion meeting recommendations. The committee did not have comment or requested changes. They plan to move forward with the recommendations made at the subcommittee meeting with PCC. In addition, they will reopen the application process if there are available funds to events on a first applied first considered basis. 5. CCTC Black Diamond Co-Op Staff presented the CCTC Black Diamond co-op opportunity and reviewed the previous two years of participation and how they differ. The Black Diamond Co-op has a $10,000 contract cost which will be divided evenly among the participating partners. The committee has allocated $1,200 which staff believes will be lower than what is needed based on the interested partners. The committee discussed their interest in wanting to continue with the opportunity and setting a threshold as a contingency line item in the budget. Staff will review a more specific dollar amount for the partnership with CCTC before commitment. 6. New Business Items a. Committee Discussion – none b. Future Agenda Items – none c. Next Meeting Date- Wednesday, September 5th, 2018 at 10:30 am Meeting was adjourned at 11:49 a.m. Tourism Business Improvement District/Promotional Coordinating Committee Event Promotion Subcommittee Meeting Minutes July 16, 2018 1:00 p.m. Council Hearing Room - 990 Palm St, San Luis Obispo BOARD MEMBERS PRESENT: Wilkins, Harris, Skidmore (1:16 p.m), Matteson, and Levi STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 1:04 p.m. BUSINESS ITEMS 1. 2018-19 Event Promotion Applicant Review All applicants were provided with the opportunity to present their event to the subcommittee within five minutes. Events that received funding during the 2017-18 fiscal year were provided an additional three minutes to recap on the event results. 9 out of the 12 applicants attended the meeting and presented their funding request to the subcommittee. The subcommittee provided feedback and asked questions after each presentation. 2. New Business Items a. Committee Discussion Staff informed the subcommittee that there was an application turned in after the deadline. b. Future Agenda Items – none c. Next Meeting Date- Tuesday, July 24, 2018 3:00 p.m.-5:00 p.m. Meeting was adjourned at 2:52 p.m. Tourism Business Improvement District/Promotional Coordinating Committee Event Promotion Subcommittee Meeting Minutes July 24, 2018 3:00 p.m. Council Hearing Room - 990 Palm St, San Luis Obispo BOARD MEMBERS PRESENT: Wilkins, Harris, Skidmore (3:12 p.m.), Matteson, and Levi STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 3:07 p.m. BUSINESS ITEMS 1. 2018-19 Event Promotion Applicant Review The subcommittee reviewed and discussed each applicant for consideration of grant allocation. The subcommittee earmarked funds for 2018-19 applied events and will open up the event process to a first come first serve basis for unused funds to be considered. Recommendation: The subcommittee members will provide recommendations to PCC and TBID Boards based on earmarked funding allocations. 2. New Business Items a. Committee Discussion - none b. Future Agenda Items – none c. Next Meeting Date- none Meeting was adjourned at 4:50 p.m. DRAFT Minutes – Promotional Coordinating Committee Meeting of June 13, 2018 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, July 11, 2018 Special Meeting of the Promotional Coordinating Committee CALL TO ORDER A Regular Meeting of the Promotional Coordinating Committee was called to order on Wednesday, July 11, 2018 at 2:07 p.m. in the Conference Room of Quality Suites downtown San Luis Obispo, located at 1631 Monterey Street, San Luis Obispo, California, by Chair Dixon. ROLL CALL Present: Committee Members Melissa Godsey, Diana Cozzi, Dana Matteson (entered 2:13), John Thomas, Matthew Wilkins, Vice Chair Daniel Levi and Chair Zoya Dixon Absent: none Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None CONSENT AGENDA ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE MEMBER GODSEY, CARRIED (5-0) to approve the Consent Agenda items C1 to C8. C.1 Minutes of the Meeting on June 13, 2018 C.2 2017-18 Community Promotions Budget Report C.3 Public Relations Report, June Activity C.4 Grants-in-Aid (GIA) Support Report, June Activity C.5 Visitors Center Report, June Activity C.6 SLO Happenings Promotions Report, June Activity C.7 Transit Occupancy Tax (TOT) Report DRAFT Minutes – Promotional Coordinating Committee Meeting of July 11, 2018 Page 2 C.8 2018-19 Community Promotions Budget Report PRESENTATIONS 1. SLO Happening Promotion Year-End Report Representatives from SOLVE were absent due to a family emergency. They will present at the regular August meeting. 2. SLO Chamber of Commerce Quarterly Report Molly Kern, Chamber of Commerce Director of Communications and Business Education reviewed the business activity and public relations activities from the past month. Dusty Colyer-Worth, Chamber of Commerce Visitor Center Manager also reviewed the Visitor Center’s quarterly statistics and activity. The committee discussed how they could further help The Chamber of Commerce reach the GIA participants. Public Comments: None. ---End of Public Comments--- No action was taken on this item. BUSINESS ITEMS 1. GIA Liaison Assignments Tourism Manager Cano provided updates on City Council providing final approval on the committee’s action at the July 10th, 2018 meeting. The committee volunteered to each be a liaison to GIA recipients and were assigned by Cano. Public Comments: None. ---End of Public Comments--- DRAFT Minutes – Promotional Coordinating Committee Meeting of July 11, 2018 Page 3 2. PCC Strategic Plan New Initiative Discussion The committee reviewed and discussed their outreach and project progress. The committee will continue to look for diverse perspectives and will present their finding at the regular August PCC Board meeting. Public Comments: None. ---End of Public Comments--- PCC LIAISON REPORTS AND COMMUNICATION 1. Grants In Aid (GIA) Update No reports at this time. 2. TBID Board Report Committee member and TBID Board member Wilkins reviewed the TBID marketing research report presented at the June 13, 2018 meeting. 3. Tourism Program Update Tourism Manager Cano provided a Tourism Program Update. ADJOURNMENT The meeting was adjourned at 3:35 p.m. The next meeting of the Promotional Coordinating Committee will be a regular meeting and is scheduled for Wednesday, August 8, 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