HomeMy WebLinkAbout09-17-2018 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.
Special Meeting Agenda
Monday, September 17, 2018 8:00 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.
APPOINTMENT - OATH OF OFFICE
Dean Hutton, appointed by the City Council on September 4, 2018, will take the oath of office to serve on the
Tourism Business Improvement District Board.
CONSENT ITEMS
C.1 Minutes of Special Meeting on Monday, August 20, 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. INTRODUCTION OF ECONOMIC DEVELOPMENT MANAGER 5 mins
Charlene Rosales, the City’s new Economic Development Manager will be introduced to the committee.
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 20 mins
The Board will review the draft FY 2017-18 TBID annual report for recommendation to City Council on
October 2, 2018. Pending the City Council’s approval of the report, the annual public hearing for the
TBID will be scheduled for the October 16, 2018 City Council meeting.
2. 2018-20 MARKETING PLAN 30 mins
The Board will review the 2018-20 Marketing Plan presented by the Marketing Committee and agency
representatives.
3. GOAL SETTING PARAMETERS 15 mins
In preparation for the 2019-21 Financial Plan Goal Setting process, the TBID will receive a presentation
on the goal parameters.
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: September 6, 2018
3. MARKETING COMMITTEE UPDATE – Minutes: September 5, 2018
4. PCC UPDATE –Minutes: August 8, 2018
5. SLO CAL UPDATE – Liaison Reports
6. TOURISM PROGRAM UPDATE – Staff Report
ADJOURN.
POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on September 13, 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 August 9, 2017 Page 1
DRAFT Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Monday, August 20, 2018
Tourism Business Improvement District Board
CALL TO ORDER
A Meeting of the Tourism Business Improvement District Board was called to order on Monday,
August 20, 2018 at 10:06 a.m. in the Council Hearing Room, located at 990 Palm Street, San
Luis Obispo, California, by Chair Skidmore.
ROLL CALL
Present: Board Members Pragna Patel-Mueller, Clint Pearce, Chair Bruce Skidmore, LeBren
Young-Harris, Nipool Patel, and Vice Chair Matthew Wilkins (10:30)
Absent: none
Staff: Tourism Manager Molly Cano, Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER
PATEL-MUELLER, CARRIED 5-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of Meeting on Wednesday, July 11, 2018
C2. Smith Travel Report
C3. Chamber Public Relations Report
C4. AMF + Matchfire Marketing Report
C5. Chamber Visitor Center Report
C6. Transit Occupancy Tax (TOT) Report
DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 20, 2018 Page 2
PRESENTATIONS
1. Marketing Agency Monthly Report
Representatives from AMF + MatchFire reviewed their monthly and upcoming
marketing activities. Highlights included new the new swag and sizzle real updates, a
review of the newsletter and site metrics, and the new ShareSLO Events Calendar
engagement.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item
2. SLO Chamber of Commerce Monthly Report
Chamber of Commerce representative Molly Kern, former Director of Communications
and Business Education, announced that she is now the Chamber’s Governmental
Affairs Director for the Chamber. She will continue to provide Public Relations
services throughout the transition to a new Communications Director to fulfill and
prioritize the current contract with the Chamber. Kern reported highlights for the
month of July which included standout blog posts that mentions San Luis Obispo and
future pieces and influencers.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 20, 2018 Page 3
BUSINESS ITEMS
1. 2017-18 TBID Annual Report Preparation
Tourism Manager Cano provided the Board with the previous year’s plans and reports
as a refresher on how the documents correspond. Board members discussed the
previous year’s preparation timeline and what is included. Board members expressed
that they liked the presentation of last year’s Annual Report and want to continue with
the same format.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER
HARRIS, CARRIED 6-0, to approve and use the same format as the 2016-17 Annual Report for
this year’s 2017-18 TBID Annual Report.
2. Marketing Committee Recommendations
Tourism Manager Cano and the Marketing Committee presented the co-op opportunity
with the Central Coast Tourism Council’s Black Diamond contract to market in the
UK. The total cost of the marketing contract is $10,000. Historically, the cost used to be
based on size of the DMO participating, but now will be split evenly amongst the
partners looking to participate. There are currently five partners looking to commit to
participation. The Marketing Committee had earmarked $1,200 to participate but
recommended to the Board to allocate an additional $800 from the contingency line for
a total of up to $2,000 to commit City of San Luis Obispo’s participation.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER
PEARCE, CARRIED 6-0, to add an additional $800 to earmarked Black Diamond co-op
contract for a total of $2,000 from the 2018-19 budget contingency line.
3. Strategic Plan RFP Input
Tourism Manager Cano and the Management Committee presented the timeline that
begins with the September board meeting approval of the RFP to selecting a consultant
in November and having the new contract begin in December of this year.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 20, 2018 Page 4
Board members provided feedback and had questions but did not have any changes to
the timeline or process. Cano will provide the RFP draft to the Management Committee
for final review.
Public Comments:
None.
---End of Public Comments---
4. 2017-18 Event Promotion Subcommittee Funding Recommendations
The Marketing Committee presented their funding recommendations for the 2018-19
Events Promotion sponsorship program. The Board discussed the value of the various
events, with input from Tourism Manager Cano and Tourism Coordinator Burns. The
subcommittee also reviewed the larger and newly sponsored events in great detail. In
addition, the full allocation of this cycle’s Event Promotion budget and how this effects
regularly funded events that did not meet the application requirements or deadline was
discussed.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY VICE CHAIR WILKINS, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-1, to approve funding the Boots & Brews Country Music Festival at
$8,000
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER
PATEL, CARRIED 6-0, to approve funding the Central Coast Veg Fest at $1,000.
ACTION: MOTION BY VICE CHAIR WILKINS, SECOND BY BOARD MEMBER
PATEL, CARRIED 6-0, to approve funding Live Oak Music Festival at $50,000.
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY CHAIR SKIDMORE,
CARRIED 5-0-1, to approve funding the SLO Craft Beer Festival at $6,000, with Board Member
Pearce recused.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY CHAIR SKIDMORE,
CARRIED 5-0-1, to approve funding the Mission Prep Christmas Classic at $20,000, with Board
Member Harris recused.
ACTION: MOTION BY VICE CHAIR WILKINS, SECOND BY BOARD MEMBER
HARRIS, CARRIED 6-0, to approve funding the Festival Mozaic's WinterMezzo Chamber
Music Series at $8,000.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 20, 2018 Page 5
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY VICE CHAIR
WILKINS, CARRIED 6-0, to approve funding the SLO Film Fest at $15,000.
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY CHAIR SKIDMORE,
CARRIED 6-0, to approve funding the Roll Out the Barrels at $9,000.
5. Strategic Partnership Opportunity
Tourism Manager Cano reviewed an opportunity to attend MINDBODY BOLD
Conference in September to further leverage an ongoing partnership as the “Home of
MINDBODY”. TBID will provide a featured activation booth with the VR experience
and getaway to San Luis Obispo promotion. Cano presented the cost of estimated
$2,200 to cover travel, meals, activation of the booth space. Tourism Manager Cano
and Visitor Center Manager Dusty Colyer-Worth will attend the conference.
Public Comments:
Chamber of Commerce representative Molly Kern provided input on MINDBODY
becoming a nationally recognized brand and that Michelle Obama will be speaking at
the conference. She would highly recommend TBID’s participation in the conference
for public relations purposes.
---End of Public Comments---
ACTION: MOTION BY VICE CHAIR WILKINS, SECOND BY BOARD CHAIR
SKIDMORE, CARRIED 6-0, to attend the 2018 MINDBODY BOLD Conference.
TBID LIAISON REPORTS & COMMUNICATIONS
1. Hotelier Update
Board members did not have any updates. Tourism Manager Cano provided an update on
the three new incoming properties and how to work with them on what TBID does before
they are open.
2. Management Committee Update
Tourism Manager Cano reported on the Management Committee meeting of July 26,
2018.
3. Marketing Committee Update
Marketing Committee members reported on the Marketing Committee meeting of July
25, 2018, reviewing the commitment to the LA and Bar Area Travel and Adventure
Tradeshows.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of August 20, 2018 Page 6
4. TBID/PCC Event Promotion Committee Update
Committee Member Wilkins reviewed the Event Promotion Committee meetings of July
16 and 24, 2018.
5. PCC Update
Vice Chair and PCC Committee Member Wilkins reviewed the PCC Board Meeting of
July 11, 2018.
6. SLO CAL Update
Board Member Pearce reviewed SLO Cal’s Marketing Committee highlighting the HWY
1 reopening, the Dream Drives event with Visit California, and potential work with
American Airlines.
7. Tourism Program Update
Tourism Manager Cano reviewed the following:
• Cal Poly SLO Days and Cal Poly Gathering on the Green Event
• The August 10th Travel Trade Workshop in partnership with Visit SLO CAL for
TBID Members
• Central Coast Tourism Council
• Strategic Partnerships with Cal Poly Athletics, Cal Poly Student Affairs, and
SLO Wine Country.
• KIIS Program
• Dean Hutton of Apple Farm is going to Council for approval of the open TBID
Board seat
• Upcoming dates to remember
ADJOURNMENT
The meeting was adjourned at 11:37 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, September 12, 2018 at 10:00 a.m., in
the Council Hearing Room, 990 Palm Street, San Luis Obispo, California.
August 2018Week of July 29, 2018 to August 04, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 84.7 94.8 87.6 127.54 204.13 151.23 108.03 193.61 132.48 4.3 0.7 3.1 -3.4 0.4 -2.2 0.7 1.1 0.9City of Pismo Beach 90.3 97.9 92.4 197.08 289.39 225.00 177.91 283.19 207.99 4.6 1.1 3.5 3.2 5.23.7 7.9 6.4 7.3City of San Luis Obispo 85.5 96.9 88.7 150.82 228.24 174.97 128.92 221.19 155.28 2.8 4.1 3.2 2.6 0.11.7 5.5 4.2 4.9EconomyMidscaleUpscale89.0 97.8 91.5 170.68 244.87 193.34 151.87 239.48 176.90 0.5 3.6 1.4 -0.3 -4.6 -1.7 0.2 -1.1 -0.3Week of August 05, 2018 to August 11, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 85.7 95.1 88.4 128.59 209.30 153.39 110.26 198.95 135.60 6.5 9.5 7.4 -1.8 2.6 0.3 4.5 12.4 7.7City of Pismo Beach 92.5 97.3 93.9 198.49 284.48 223.95 183.69 276.81 210.30 7.3 5.3 6.7 5.2 7.15.8 12.9 12.7 12.9City of San Luis Obispo 88.9 96.2 90.9 149.22 229.79 173.56 132.60 220.95 157.84 7.6 10.3 8.4 3.2 6.2 4.6 11.0 17.0 13.4EconomyMidscaleUpscale92.7 97.1 94.0 169.46 253.06 194.13 157.13 245.62 182.41 3.4 5.2 3.9 1.3 5.63.1 4.7 11.1 7.1Week of August 12, 2018 to August 18, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 76.21 89.51 80.01 123.20 198.29 147.20 93.9 177.5 117.8 0.6 4.4 1.8 -2.4 4.50.8 -1.8 9.1 2.6City of Pismo Beach 82.21 94.06 85.60 184.17 271.37 211.55 151.4 255.2 181.1 2.5 1.4 2.2 4.7 7.45.7 7.3 8.9 7.9City of San Luis Obispo 80.62 91.83 83.82 145.76 214.26 167.20 117.5 196.8 140.2 7.1 7.5 7.3 7.4 7.27.4 15.1 15.3 15.2EconomyMidscaleUpscale85.88 92.47 87.76 165.42 235.07 186.39 142.1 217.4 163.6 1.4 3.1 1.9 6.3 4.55.8 7.8 7.7 7.8Week of August 19, 2018 to August 25, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 76.9 76.8 76.9 119.62 178.36 136.39 92.01 137.05 104.88 11.5 -6.4 5.7 -2.0 0.7 -2.5 9.2 -5.8 3.1City of Pismo Beach 77.6 87.5 80.4 168.44 240.74 190.91 130.73 210.65 153.56 8.1 5.0 7.1 7.4 8.17.4 16.0 13.5 15.0City of San Luis Obispo 74.2 80.2 75.9 140.05 190.96 155.42 103.89 153.06 117.94 12.3 1.4 8.8 8.0 3.1 5.2 21.2 4.6 14.5EconomyMidscaleUpscale82.1 83.8 82.6 158.40 209.44 173.20 130.04 175.59 143.05 9.7 4.5 8.1 6.9 -0.1 3.9 17.3 4.4 12.4Week of August 26, 2018 to September 1, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 63.3 85.3 69.6 114.35 199.64 144.21 72.44 170.32 100.40 6.4 -4.0 2.5 -2.9 0.1 -2.7 3.3 -3.9 -0.3City of Pismo Beach 62.5 88.7 70.0 156.62 268.03 196.95 97.92 237.73 137.87 -1.6 -3.5 -2.3 6.9 8.1 7.2 5.2 4.3 4.7City of San Luis Obispo 63.4 84.8 69.5 131.83 223.77 163.86 83.64 189.77 113.96 7.1 -3.5 3.1 6.1 11.5 7.3 13.7 7.6 10.7EconomyMidscaleUpscale70.2 86.1 74.7 148.88 249.67 182.06 104.47 214.93 136.03 4.2 -3.2 1.7 3.5 10.4 5.7 7.9 6.9 7.5RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevPar
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2018
Media/Community Relations
1. Hosted press trip for Seattle based blogger/influencer All things Kate.
2. Pitched San Luis Obispo as the ‘best underrated city in California’ to House Method.
3. Hosted the SLO City portion of the Visit California Dram Drive FAM tour.
4. Began planning a press trip for blogger/influencer CJ Neal.
5. Continued planning press trip for freelancer Mary Charlebois.
6. Provided photos of downtown San Luis Obispo to California Style magazine.
7. Continued working with The San Francisco Chronicle on August SLO travel section.
8. Submitted the following content for Visit California’s Story Ideas.
a. One of a Kind W ineries
i. Filipponi Ranch
ii. Claiborne & Churchill Winery
iii. Chamisal Winery and Malene Wines
iv. Wolff Winery
v. Saucelito Canyon
vi. Biddle Ranch Vineyard
vii. Stephen Ross Wine Cellars
viii. Tolosa Winery
ix. Baileyana-Tangent-True Myth
b. Yogi's Guide to California
i. Pour yourself in to California’s heart center, San Luis Obispo
c. New Fitness and Wellness Trends
i. San Luis Obispo - Where wellness is a way of life
9. Continued to work with the city, AMF and Matchfire on overall tourism marketing
campaign.
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2018
Media Placements
Destination highlights
1. If You Road Trip This Summer Make It This
One
MyDomaine and Vidmid recommend wineries,
restaurants, and places to stay in San Luis
Obispo saying that “its tranquil atmosphere makes
it well worth a stop.”
Combined Unique Visitors Per Month: 919,000
2. San Luis Obispo Travel Guide
The San Francisco Chronicle includes three
articles on the City of SLO in their recent travel
section.
• Suite Spot: Chic offerings in SLO-more
on the way
• Ultimate guide to going local in San
Luis Obispo
• Tech and modern aspirations pushing
SLO into fast lane
Unique Visitors Per Month: 1,004,008
3. All About Kate Bachelorette Weekend
San Luis Obispo hosted Seattle based influencer
Kate Retherford’s active/wellness bachelorette
weekend. She posted 56 Instagram stories
featuring 16 SLO businesses, used #ShareSLO in
23 Instagram stories, and posted three photos
from her experience, all using #ShareSLO.
43,300 followers
4. Itsy Bitsy Indulgences
Blogger Shannon Pulsifer shares wine
recommendations including highlights like Edna
Valley Winery, Tolosa and Chamisal that have
“beautiful grounds, great wines (especially rosé),
and friendly faces.”
Unique Visitors Per Month: 27,500
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2018
5. What It’s Like to Visit One of America’s
‘Happiest Places’ on California’s Central Coast
From award winning wineries and breweries to an
abundance of outdoor recreation complimenting
the laid-back lifestyle, it’s easy for Going Places
blogger Nicholas Kontis, who was hosted in SLO
in 2016, to see why San Luis Obispo “consistently
ranks in the top 10 of the happiest towns or areas
in the United States.”
6. 30 Cities You Can Experience in One Weekend
MSN and Travel Pulse sum up San Luis Obispo
as “a relaxing destination with some of the
happiest locals that travelers are likely to come
across.”
Unique Visitors Per Month: 10,731,390
7. 10 things to do in San Luis Obispo
What A Small World This Is blogger recommends
San Luis Obispo for its “good food, a highly
walkable downtown” and “unexpected natural
beauty.” Farmers’ Market, Sunset Drive-In and
more provide for an activity packed trip.
8. 20 Best Weekend Getaways from Every USA
Region
Trip Advisor call San Luis Obispo “central
California’s laid-back response to the Bay Area’s
bustle.”
Unique Visitors Per Month:
43,839,550
9. 8 Underrated California Destinations
For a vacation spent enjoying the outdoors and a
“refreshing small city with a laid-back vibe”, Trips
to Discover says San Luis Obispo is your spot.
From visiting the local breweries to wandering the
SLO Farmers’ market, there is “lots to see and do.”
Unique Visitors Per Month: 148,000
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2018
10. 10 Stunning Train Trips for an Unforgettable
Vacation in Motion
If you’re looking for a way to kick back and
experience California’s costal beauty without the
roadtrip, Sunset suggests the Amtrack Pacific
Surfliner. Trips to and from the “laid back enclave of
San Luis Obispo” south offer the best views.
Unique Visitors Per Month: 2,100,000
11. 21 of the world’s strangest tourist attractions
According to MSN this local landmark with a nearly
50-year history “is a must-see for gum chewers.”
Unique Visitors Per Month: 10,030,000
Events
12. SLO Ultra
Sports Destination Management and Endurance
Sportswire cover the new courses at the SLO
Ultra & Dirt Festival. “All levels are welcome to run
or hike these private trails made of golden hills,
tree lined canyons and epic mountain top views of
the Seven Sisters coastal range.” Fitness, food,
and a music festival. It’s the SLO Life.
Unique Visitors Per Month: 92,200
13. Other Tribune Event Coverage
The Tribune featured a variety of SLO City
supported events in their weekly event roundups,
including “A Funny Thing Happened on the Way
to the Forum,” and more listed here.
Combined Unique Visitors Per Month: 865,264
14. Live Oak Music Festival
Summer in San Luis Obispo will be a whole lot
more musical starting June 2019 with the
relocation of the Live Oak Music Festival to San
Luis Obispo. Coverage by Santa Barbara based
Noozhawk as well as The Tribune mention better
temps, more foliage for shade and more make this
new spot ideal for musicians and attendees!
Combined Unique Visitors Per Month:
1,200,000
SLOTBID AGENCY REPORT August 2018
HAPPENING NOW:
• Marketing Plan 2018-2020
• 2018-19 Media Planning
• Swag Production
• Be Here Campaign Promo
Video
• October/November Content
Video
• Mini Brochure & Inspiration
Guide Updates
SLO VACATIONS
• Events management
• SLO Happenings launch
UPDATE PAGES
• Shopping page
• Wine Month page
• Wine Tasting page
• Wine Tasting Getaway page
SEO
• Broken links fixed
• Alt image tags added
• Position tracking
EMAIL
• 117 new leads from email sign-
up form
• Ongoing Welcome Series +
Hotel Page Email
SLOTBID AGENCY REPORT August 2018
SHARESLO
• Cross-promotion on Cal Poly social channels
• Launched new Pinterest profile
• Secured local influencer for September activation
on ShareSLO Instagram
• Epic Views video promotion
• Community Blog Posts:
o How to do SLO: Shopping
o SLO Welcomes: Takuto
STRATEGIC PARTNERSHIPS
MINBODY
-Bold Conference September 18-22
Cal Poly Athletics
-Ongoing sponsorship fulfillment for 2018-19
Cal Poly Parent Program
-E-blast content for August Newsletter
SEASON LOOKING AHEAD
In-Market Campaign Launch October 1
Annual Report & Sizzle Reel at Council October 2
LA Magazine “The Food Event” October 21
SLOTBID AGENCY REPORT August 2018
SESSIONS PAGE VIEWS USERS REFERRALS
SanLuisObispoVacations.com 16,766 35,401 13,86
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
0
102,820
109,382
4,891
106
1,833
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
0
4,088
389
293
INSTAGRAM
New Followers
Total Followers
Total Reach
Average Reach per post
Total Engagements
#ShareSLO
76
13,376
143,604
3,476
10,442
2,960
YOUTUBE SLO Promo Video 43,034
Report to City of SLO – TBID
Phone Line and Availability Contract
August 2018
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
August
2017
August
2018
Calls to
1-877-SLO-TOWN
17 24 18 17 84 76
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
August
2017
August
2018
Email Response 17 20 14 14 75 65
Phone Calls to
Hotels
78 71 64 76 282 289
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
August
2017
August
2018
Visitors Served
(Walk-ins)
1,535 1,562 1,235 1,501
5,804 5,833
Farmers’ Market* 500 500 500 500 2,000 2,000
Hotel Rooms
Referred
244 256
239
273
1,132 1,012
*estimate without people counter
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 Change +/-
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 873,058$ -0.8%
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ -100.0%
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ -100.0%
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 613,045$ -100.0%
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ -100.0%
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ -100.0%
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,461$ -100.0%
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ -100.0%
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,221$ -100.0%
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 736,170$ -100.0%
May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 608,076$ -100.0%
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 799,229$ -100.0%
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,567,065$ -100.0%
7,294,000$
Figures from Smith Travel
Research Report
2017-18 2018-19 Change +/-2017-18 2018-19 Change +/-2017-18 2018-19 Change +/-
July 84.8 85.2 0.5 174.1 175.07 0.6 147.66 149.16 1
August 76.6 157.94 121.01
September 74.7 158.01 118
October 70.3 146.93 103.31
November 66 135.92 89.66
December 61.5 129.11 79.39
January 58 118.75 68.89
February 69 134.06 92.5
March 68.5 139.88 95.85
April 72.7 149.73 103.25
May 69.7 150.35 104.77
June 78.9 174.18 137.37
Total/Average 70.89 85.20 147.41 175.07 105.14 149.16
Occupancy ADR
TOT Comparison
RevPAR
July 2018 missing 7 homestay properties
Tourism Business Improvement District
Management Committee
Regular Meeting Minutes
September 6, 2018 – 10:00 am
City Hall’s Council Hearing Room
990 Palm Street, San Luis Obispo
PRESENT: Nipool Patel, Bruce Skidmore
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:30 a.m.
BUSINESS ITEMS
1. VisitSLO.com Proposal Review
Tourism Manager Cano reviewed the discussions and negotiations that staff and TBID
Board Chair Skidmore have been having with the San Luis Obispo Chamber of
Commerce representatives. The outcome, process, and timeline goals were reviewed and
discussed by the committee.
2. Conference Center Study
Tourism Manager Cano reviewed and presented the importance of a feasibility study to
have a Conference Center in the City of San Luis Obispo. The committee discussed the
supporting the City and partnering on completing research.
Direction: The committee directed staff to provide TBID’s interest in playing a
leadership role and supporting the efforts of the City in conducting a San Luis Obispo
specific conference center feasibility study. The committee directed staff to readdress the
study with the committee if bids are over $30,000.
3. Strategic Plan RFP Review
The committee reviewed the Strategic Plan RFP draft document and did not have any
edits.
Recommendation: The committee approved the Strategic Plan RFP draft and
recommends it to be presented at the next Board Meeting for approval.
4. Smith Travel Reports
Tourism Manager Cano reviewed the TBID’s current contract and decrease in properties
reporting to the Smith Travel Reports. The committee discussed the features of the
reports they would like to omit and have added into the renewal proposal.
Direction: The committee directed staff to acquire the number of hotel properties in
market and number of rooms currently being reported to Smith Travel Reports.
5. New Business Items
a. Committee Discussion - none
b. Future Agenda Items - none
c. Next Meeting Date – Thursday, October 4th, 2018 at 10:00 a.m.
Meeting was adjourned at 11:16 a.m.
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
September 5, 2018 – 10:30 a.m.
Council Hearing Room - 990 Palm St, San Luis Obispo
BOARD MEMBERS PRESENT: Matthew Wilkins, Bruce Skidmore, and LeBren Harris (arrived at
10:33 a.m.)
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:31 a.m.
BUSINESS ITEMS
1. 2018-20 Marketing Plan Final Review
AMF representative, Courtney Meznarich, reviewed the final Marketing Plan with the Committee
and highlighted that it is still a fluid working document as time goes on. She highlighted new
items in the 2018-20 plan such as the research section, new imagery, metric goals, new
opportunity target market focus, media channels, and addition of the editorial content calendar.
Recommendation: The committee approved to move forward with the reviewed 2018-20
Marketing Plan as presented and recommend the final draft to the Board at the September
meeting.
2. 2018-19 Media Plan
Representatives from the Marketing Agency presented the 2018-19 Media Plan for the committee
to review, provide feedback, and direction. Highlights of the media plan presented included new
shifts in OTA marketing, local magazine addition, and shift in radio focus. Tourism Manager
Cano provided clarification on the marketing contract and spend within the budget.
Direction: The committee approved the 2018-19 Media Plan as presented.
3. 2019 Live Oak Music Festival Update
Tourism Manager Cano reviewed the updated festival dates of June 21st -23rd, 2019 and the
meeting held with the Festival Team. Cano also reviewed the intent and discussions with ROTB
regarding overlapping weekend dates and how this could be built into an opportunity to cross
promote. The committee discussed different events and ideas to investigate further.
4. MINDBODY BOLD Conference & LA Magazine Food + Wine Event
Tourism Manager Cano reviewed the MBO BOLD activation, setup, and giveaway for the
conference in September. TBID will be positioned as the “home of MINDBODY” and
represented by the Tourism Manager, Molly Cano, and Visitor Center Manager, Dusty Colyer-
Worth.
Cano reviewed the current commitment to the LA Magazine Food + Wine Event on October 21,
2018 in partnership with SLO Wine Country and how the TBID will have a featured sweepstakes
in LA Magazine’s social platforms and newsletter. A potential opportunity to bring the Malene
Wine Airstream as an additional activation feature was proposed to the committee. Cano
proposed pulling additional funds from this coming year’s SLO Wine grant to make up the
difference for a larger booth space to the committee. The committee discussed the additional
activation and the benefits.
Direction: The committee provided direction to staff to use discretion in booking and additional
spend required for the larger activation space.
1. New Business
• Committee Discussion – This will be Bruce’s last Marketing Committee meeting
because Dean Hutton will be sworn in at next week’s board meeting
• Future Agenda Items
• Comprehensive budget
• LA Magazine larger activation space decision
• Seasonal promotion items
• Next Committee Meeting: Wednesday, October 3rd, 2018 at 10:30 am
Meeting was adjourned at 11:30 a.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of August 8, 2018 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, August 8, 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, August 8, 2018 at 5:30 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Dixon.
ROLL CALL
Present: Committee Members Diana Cozzi, Melissa Godsey, Dana Matteson, John Thomas,
Matthew Wilkins (5:35), Vice Chair Daniel Levi and Chair Zoya Dixon
Absent: none
Staff: Tourism Manager Molly Cano and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Chamber of Commerce representative Molly Kern announced that she has accepted the position
of Director of Governmental Affairs for the Chamber but noted that she will continue to work on
the PCC projects.
CONSENT AGENDA
ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (6-0) to approve the Consent Agenda items C1 to C7.
C.1 Minutes of the Special Meeting on July 11, 2018
C.2 2018-19 Community Promotions Budget Report
C.3 Public Relations Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 Transit Occupancy Tax (TOT) Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of August 8, 2018 Page 2
PRESENTATIONS
1. SLO Happenings Promotion Year-End Report
Representatives from SOLVE presented the 2017-18 year-end report. This was the final
report for the app based SLO Happenings promotion.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
BUSINESS ITEMS
1. 2018-19 Event Promotion Funding Recommendations
Events Promotion sub-committee member Dana Matteson reviewed the
organization/event requests and presented the sub-committee funding recommendations
for the 2018-19 Events Promotion sponsorship program. The total funding for all of the
recommendations are $25,000.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER
GODSY, CARRIED 7-0, to approve Event Promotion Funding as presented in the following
table.
DRAFT Minutes – Promotional Coordinating Committee Meeting of August 8, 2018 Page 3
setaD tnevE)s(tnevEnoitazinagrO Funding
Request :setoN eettimmocbuSnoitadnemmoceR CCP
All California Young People in AA
(ACYPAA)
ACYPAA Round Up (all california young
people in alcoholics anonymous)
Thurs. pm through Sun. AM (late Feb.
$ 000,21 $ )rpa ,ram ,‐ TBID/PCC: No funding
California Beer Festival, LLC Boots & Brews Country Music Festival Saturday, September 29, 2018 $ 10,000 $ ‐ TBID: Funding towards marketing
Central Coast Ag Network dba Central
,81 yaM ,yadrutaSalogreP eht rednu gnirpS fo etsaT AnworG tsaoC 2019 $ 3,500 $ 1,750 PCC: Funding towards advertising
Central Coast Vegans Central Coast Veg Fest
Saturday, February 16 or March 2,
000,3 $ 008,7 $ 9102
PCC: Funding towards advertising | TBID: up to $1,000 towards City of
San Luis Obispo lodging property rooms
000,05 $ 9102 ,71‐31 enuJlavitseF cisuM kaO eviLcnI ,XBCK $ ‐
TBID: Funds towards marketing of venue and date change. Earmark
$50k total funding with caveat of festival date change. $15K
promotional marketing funding this year if date is not changed from
graduation weekend.
Michael Gasbarra dba Pouring
1 $ 9102 ,32‐22 yraurbeFlavitseF reeB tfarC OLSsnoitcudorP 6,000 $ ‐ TBID: Funding towards marketing
$ 9102 ,61 hcraM ,yadrutaSOLS evoLperP egelloC noissiM 7,250 $ 7,250 PCC: Towards requested funding list
Mission College Prep Mission Prep Christmas Classic December 19‐22, 2019 $ 25,000 $ ‐
TBID: Funding towards 200 room nights with City of San Luis Obispo
lodging properties ($100/night all inclusive model)
Mozart Festival Association dba
Festival Mozaic
Festival Mozaic's WinterMezzo Chamber
Music Series
October 25‐27, 2018 & February 22‐
000,4 $ 000,21 $ 9102 ,42
PCC: Towards requested list | TBID: towards requested list and general
brand alignment (PBS tv show)
San Luis Obispo International Film
$ 000,53 $ 9102 ,71‐21 hcraMtseF mliF OLSlavitseF 5,000
PCC: Towards requested list's advertising and promo lines | TBID: $10k
towards advertising and $5K towards media hosting
102 ,22‐02 enuJslerraB eht tuO lloRyrtnuoC eniW opsibO siuL naS 9 $ 16,000 $ 2,000
PCC: Towards enhanced experience/build out of event | TBID: Towards
out of town marketing/advertising
,9‐8 rebmeceDrekcarctuN ehTopsibO siuL naS fo tellaB civiC ehT 2018 $ 5,000 $ 2,000
PCC: Towards requested list (Note: last year of funding through this
process)
TOTAL
ALLOCATED $ 25,000
2018‐2019 TBID/PCC Event Promotion Funding
DRAFT Minutes – Promotional Coordinating Committee Meeting of August 8, 2018 Page 4
2. PCC Strategic Plan New Initiative Discussion
Tourism Manager Cano reviewed the committee outreach assignments. Committee
members from the various assignment areas discussed their outreach experience and
reviewed the gathered data. The committee then reviewed their initiative priorities,
refined the identified issues into themes, and by consensus decided to each create a
project idea proposal to help vet possible next steps. Their project ideas will be
presented for discussion during the September meeting.
Public Comments:
Molly Kern of the SLO Chamber of Commerce suggested keeping differing
generational needs in mind when developing targeted issues.
---End of Public Comments---
No action was taken on this item.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants In Aid (GIA) Update
Contracts are being routed with the various grant recipients.
2. TBID Board Report
The 08-08-2018 TBID meeting was cancelled.
3. Tourism Program Update
Tourism Manager Cano provided a Tourism Program Update.
ADJOURNMENT
The meeting was adjourned at 7:30 p.m. The next meeting of the Promotional Coordinating
Committee will is scheduled for Wednesday, September 12, 2018 at 5:00 p.m., in the Council
Hearing Room, located at 990 Palm Street, San Luis Obispo, California
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2018