HomeMy WebLinkAbout10-02-2018 Item 10 2017-18 Tourism Business Improvement District Annual Report Meeting Date: 10/2/2018
FROM: Greg Hermann, Interim Deputy City Manager
Prepared By: Molly Cano, Tourism Manager
SUBJECT: 2017-18 ANNUAL REPORT OF THE TOURISM BUSINESS IMPROVEMENT
DISTRICT
RECOMMENDATION
As recommended by the Tourism Business Improvement District (TBID) Board:
1. Receive and approve the Tourism Business Improvement District (TBID) Board’s 2017-18
annual report; and
2. Adopt a resolution of intention to levy and collect assessments within the TBID area in fiscal
year 2018-19 at the same rate as in fiscal year 2017-18.
DISCUSSION
Background
In June 2008, the Council adopted Ordinance No. 1517 establishing a tourism business
improvement district as requested by the local lodging industry. The district was formed under
the State’s Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets
and Highways Code and codified into the City’s Municipal Code under Chapter 12.42.
Pursuant to Municipal Code Section 12.42.060 and Sections 36530 and 36533 of the State’s
Parking and Business Improvement Law, the appointed TBID Advisory Board is to submit an
annual report (Attachment A) that outlines the past year’s efforts and how the funding was used
and to what effect.
Section 36534 further requires that after the approval of the annual report, the Co uncil shall
adopt a resolution of intention (Attachment B) to levy an annual assessment for that fiscal year.
The resolution also sets a public hearing in order to receive any written or oral protests against
the continuation of the district as required by the applicable statute.
Annual Report
On September 17, 2018, the TBID Board met in a Special Meeting to finalize the 2017-18 annual
report for recommendation to the City Council (Attachment C). Public noticing for the TBID
Advisory Board meeting was performed through the posting of the agenda on the City’s website
and in the kiosk in front of City Hall by 5:00 pm on September 12, 2018. For convenience, the
agenda was also distributed to TBID constituents and stakeholders via email. The annual report
reiterates the use of the TBID funds within the defined marketing platform that guides the
strategy used to deliver on the TBID’s objective and goals. The report content includes:
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1. TBID Background and Advisory Body
2. 2017-18 Year by the Numbers
3. Strategic Plan Implementation and Program Approach
4. 2017-18 Summary of Activities
5. 2017-18 Financial Statement
6. Looking Ahead to 2018-19
7. Charts and Graphs showing various results
Next Steps
Should the City Council approve the annual report and adopt the resolution of intention, a public
hearing will be noticed for October 16, 2018. The public hearing will allow hoteliers to submit
comments, voice concerns, and protest the assessment.
As set forth in Sections 36524 and 36525 of the California Street s and Highways Code, the
Council has the ability to continue the proposed citywide TBID at this public hearing, unless oral
or written protests are received from City hoteliers that pay 50% or more of the proposed
assessments. In that event, the Council ca nnot consider continuation of the TBID in the City of
San Luis Obispo for at least one year.
Noticing Schedule
Legal notices regarding the City Council’s review and approval of the TBID annual report were
sent to TBID properties on Friday, September 21, 2018. For convenience, the link to the agenda
was also distributed to TBID constituents and stakeholders via email.
FISCAL IMPACT
The current unaudited year-end TBID Assessment Revenue for 2017-18 is $1,499,138 which is
$34,751 more than the budgeted amount. In 2018-19, the TBID projected revenue is $1,473,400
and is budgeted for program costs including staffing. $29,500, or approximately 2% of 2018-19
TBID Assessment Revenue, is budgeted to cover the City’s administrative costs associated with
collecting and disbursing the assessment.
ALTERNATIVES
The City Council may choose to not approve the report or levy the assessment. This action is not
recommended as the advisory body has fully reviewed the report and recommended the approval
to City Council in order to move forward with the Public Hearing for the Tourism Business
Improvement District.
Attachments:
a - SLOTBID Annual Report 2017–18
b - RESOLUTION OF INTENTION_2018 series_DRAFT
c - September 17, 2018 TBID Special Meeting Minutes.DRAFT
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SLO TBID
ANNUAL REPORT
2017–2018
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2 SLO TBID Annual Report 2017-18 A Letter from the Chair
A LETTER FROM THE CHAIR
Wow, what a year! We continue to see increasing TOT collections with the 2017–18 fiscal year being up 1.9% YOY to
nearly $7.5m; up over $200k to original forecast. This was in spite of a slight decrease of 0.8% in occupancy in the
city to slightly under 71% for the year, pointing to an increase in average rate (up 2.7% to $147.41), and RevPAR (up
1.5%), to substantiate the increase in collections.
We have enjoyed great leadership from Matt Wilkins, our immediate past board chair, who continues to play a
major role in our direction as an organization. We also want to thank Kimberly Walker as she steps down from
her board position to focus on the demands from her growing business.
This year, we were fortunate to not have any major issues regarding weather or additional road closures allowing
us to focus, along with Visit California and Visit SLO CAL, on the reopening of Highway 1 in late summer. On the
other hand, we are quick to welcome our new constituents at La Quinta Inn & Suites San Luis Obispo, Hotel Serra,
and Hotel San Luis Obispo in 2019. Our landscape is changing as is the market and our focus on competing with
neighbors to the north, south, and west continues. We remain appreciative of the impact our key marketing and
social media partners provide in helping us drive visitation to our community in the years to come.
With the benefit of past successes like the “Money for a Rainy Day” program, our new focus on the “Be Here”
campaign, and the intelligence we gained from market research we did on what drives SLO Tourism are all
helping us formulate future marketing strategies to benefit all our hotel partners in the future. This research will
also help steer guests to select our destination over other non-SLO municipalities for accommodations. This new
and comprehensive strategic vision on behalf of our accommodation partners to help set them up for success is
extremely encouraging.
Our partnership with Cal Poly and the Office of Student Affairs (NTSP Program, Parent Program and the newly
developed SLO Discovery Weekend), along with our VR experience at tradeshows, all position SLO to further lead
the region in unique and inspiring marketing programs that are all part of our new 2 year marketing plan taking
us from 2018-2020. All of this could not be done without the commitment and dedication of city staff to help
provide consistency and support in the board’s efforts to further position SLO as the number one destination on
the Central Coast.
Sincerely,
Bruce Skidmore
Embassy Suites by Hilton San Luis Obispo
SLO TBID Board Chair
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3 SLO TBID Annual Report 2017-18 Table of Contents
TABLE OF CONTENTS
Background on TBID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Background ............................................4
Advisory Body ..........................................4
2017–18 Advisory Board ..................................4
Advisory Body Bylaws ...................................5
2017-18 Year By the Numbers (TOT) . . . . . . . . . . . . . . . . . . .6
Strategic Plan Implementation
Year & Program Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
TBID Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Snapshot of the Progress ................................8
Branding & Campaign ...................................9
Website ...............................................10
Media .................................................11
Email Marketing ........................................13
Social .................................................14
Public Relations ........................................17
Travel & Tradeshows ....................................18
Special Promotions .....................................19
Guest Services ........................................20
Strategic Partnerships ..................................21
Event Promotion ......................................23
Industry Relations .....................................24
Research .............................................25
2017–18 Financial Statement . . . . . . . . . . . . . . . . . . . . . . . . .27
Income ...............................................27
Expenditures ..........................................28
Looking Ahead to 2018–19 . . . . . . . . . . . . . . . . . . . . . . . . . . .29
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
TOT Chart 2017–18 ......................................31
TOT Month-to-Month 2017–18 ............................31
OCC Month-to-Month 2017–18 ..........................32
ADR Month-to-Month 2017–18 ..........................32
RevPar Month-to-Month 2017–18 ........................33
Visitor Personas .......................................34
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4 SLO TBID Annual Report 2017-18 Background on TBID
BACKGROUND ON TBID
BACKGROUND
In June 2008 the City Council adopted Ordinance 1517 establishing the tourism business improvement
district (TBID) in the City of San Luis Obispo as requested by the local lodging industry. The assessment of
two percent of gross receipts for the district became effective on October 1, 2008 and the use of funds was
defined in Section 12.42.030 of the Municipal Code as follow:
“This ordinance is made and enacted pursuant to the provisions of the Parking and Business
Improvement Area Law of 1989 (Sections 36500 et. seq., of the California Streets and Highways Code).
The purpose of forming the district as a business improvement area under the Parking and Business
Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and
programs promoting tourism which will benefit the operators of hotels in the district through the
promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination.”
ADVISORY BODY
The use of the assessment fund is based on the recommendation of the Tourism Business Improvement
District advisory board that is staffed by City of San Luis Obispo hotel owners, operators, and/or managers.
The board members are appointed by the City Council and serve for an initial term of four years with the
opportunity to serve second term for a maximum of eight years.
2017-18 ADVISORY BOARD
NAME PROPERTY TERM
Bruce Skidmore (Chair)Embassy Suites 3/31/21
Kimberly Walker Granada Hotel & Bistro 3/31/21
LeBren Harris Hampton Inn & Suites by Hilton 3/31/21
Nipool Patel Lamplighter Inn & Suites 3/31/20
Pragna Patel-Muller Lexington Inn - SLO 3/31/19
Clint Pearce Madonna Inn 3/31/19
Matthew Wilkins (Past Chair)Sands Inn & Suites 3/31/20
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5 SLO TBID Annual Report 2017-18
ADVISORY BODY BYLAWS
In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further
defined its role and functions as:
The functions and duties of the TBID Board shall include, but not be limited to, the following:
A. Planning a comprehensive program to promote tourism to the City of San Luis Obispo and
prepare an annual marketing program consistent with industry goals and objectives.
B. Develop advertising and promotional programs and projects to benefit the lodging industry
in San Luis Obispo.
C. Present an annual assessment report to the City Council regarding the implemented
promotional programs and projects.
D. Perform any other lawful tasks as directed by the Council.
The Board meets monthly on the second Wednesday at 10 a.m. for its regular board meeting.
In 2017–18, the Board met in 11 regular monthly meetings. Additionally, based on the continued
implementation of the TBID 5-year Strategic Plan, the board maintained the standing subcommittees -
the Management Committee and the Marketing Committee, each is made up of three board members.
The Marketing Committee members also serve on the joint Event Promotion Committee with three
members of the Promotional Coordinating Committee to consider event sponsorship commitments.
In order to keep the lodging constituency abreast of all TBID business, the Board is assigned properties
to laisse. Each board member is responsible for communication with his/her respective group of hotels.
Staff continue to visit all properties at least once a year to personally bring TBID updates and marketing
opportunities to each property.
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6 SLO TBID Annual Report 2017-18 2017-18 Year by the Numbers
2017-18 YEAR BY THE NUMBERS
The 2017-18 fiscal year produced continued modest growth in the tourism industry in San Luis Obispo. The
City collected nearly $7.5 million dollars (+1.9%) in transient occupancy tax (TOT) continuing the year-over-
year trend of producing the largest collection ever recorded for the City of San Luis Obispo. Additionally,
the collections slightly exceeded the City’s forecasted growth, which in turn contributed over $200,000 in
additional revenue directly into the City’s General Fund.
Although the TOT collection was strong for the City in 2017-18, for the second consecutive year the
occupancy rate in the City showed a minor decrease (-0.8%) resulting in an average annual occupancy rate
slightly under 71% for the year.
While the occupancy rate decreased, the Average Daily Rate (ADR) was up 2.7% to $147.41. With the exception
of July, every month within the year out rated the same month in the prior year. Additionally, the RevPAR,
defined as Revenue Per Available Room, grew by 1.5% to $105.15. This means that although the occupancy
was down, the lodging businesses received higher profits based on rate increases with less day-to-day
impact on the properties.
Additionally, the downtown Visitor Center, operated by the Chamber of Commerce, served nearly 85,000 in
person guests. San Luis Obispo lodging properties achieved twenty-nine impacted or near sellout weekends
in 2017-18. This is up from twenty-five in 2016-17.
2017-18 YEAR BY THE NUMBERS
See the appendix for complete graphs.
MEASUREMENT FY 2017-18 RESULT % CHANGE FROM FY 2016-17
TOT $7,498,864 1.9 %
Occupancy 70.90 %-0.8 %
ADR $ 147.41 2.7 %
RevPAR $ 105.15 1.5 %
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7 SLO TBID Annual Report 2017-18 Strategic Plan Implementation Year & Program Approach
STRATEGIC PLAN IMPLEMENTATION
YEAR & PROGRAM APPROACH
In 2017-18 the TBID continued the focused implementation of the 5-year Strategic Clarity Plan, a document
that serves as the framework for the direction and decisions made by the TBID Board for the tourism
program. The plan defines the work programs for the TBID and is used as a guide for the decisions made for
the overall promotion of San Luis Obispo. Within the plan, the TBID identified five Strategic Imperatives:
• Deliver Smart Growth
• Develop the SLO Brand
• Build Meaningful Partnerships
• Contribute to an Unforgettable SLO Experience
• Ensure Organizational Excellence
Mission
The SLO TBID builds awareness to grow tourism, serving as the voice
of San Luis Obispo.
Values
Integrity | Accountability | Adaptability | Collaboration | Determination | Innovation
Unique Role
of Value
The SLO TBID provides
the City of SLO with
comprehensive tourism
brand management
through strategic
partnerships and a robust
marketing and promotional
budget.
Vision In
SLO TBID manages the brand
for the destination of San Luis
Obispo, delivering balanced growth of
tourism, with creativity and integrity.
Vision Out
San Luis Obispo is an
unforgettable place where visitors
engage in a unique lifestyle they
aspire to, become emotionally
attached, and return for renewal.
Brand
Intention
Heart Side: Happy | Pride of Place | Inspiring | Relaxed | Rejuvenating
Head Side: Experiential | Beautiful | Artisinal | Healthy | Authentic
Strategic Imperatives
Deliver Smart Growth | Develop the SLO Brand | Build Meaningful Partnerships | Contribute to an Unforgettable SLO Experience | Ensure Organizational Excellence
Unique Value
Proposition
San Luis Obispo is an authentic and inviting California community where you can play, taste, explore, relax, and recharge.
Strategic Clarity
The elements of our Strategic Clarity are the SLO TBID’s
“North Star” for the upcoming five fiscal years, setting the
level of expectation and the tone and tenor of everything
we plan. As we move into defining specific initiatives, our
Strategic Clarity will serve as a touchstone.
Vision In
What kind of
organizational culture are
we committed to being?
Vision Out
What is the ideal future
state we will strive to
create? What are we
committed to making
happen?Mission
What is most important to
us as we strive to realize
our vision? What is the
focus of our work?Values
What are the
fundamental beliefs that
shape how we work
together to serve our
mission?
Unique Role of
Value
What unique and valuable
role do we play amongst
our peer organizations?
HOW do we provide
value?
Strategic
Imperatives
What must be
accomplished during the
planning horizon?
Unique Value
Proposition
What unique and
sustainable value does the
destination of San Luis
Obispo deliver? WHY San
Luis Obispo?
Brand Intention
WHAT is the experience
we want our destination
to be known for?
Mission
Values
Unique Role
of Value
Vision In Vision Out
Brand
Intention
Strategic Imperatives
Unique Value
Proposition
Vision In
Vision Out
Mission
Values
Unique Role of
Value
Strategic
Imperatives
Unique Value
Proposition
Brand Intention
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8 SLO TBID Annual Report 2017-18 TBID Activities
TBID ACTIVITIES
SNAPSHOT OF THE PROGRESS
• Deployed “Be Here” campaign
• 2017-19 Campaign Production
- Radio
- 360 Video & Custom VR Goggles
- Digital Ads
- Print Ads
- Photography
• Deployed “SLO Welcomes” campaign
• Sold Out “Money for a Rainy Day” Promotion
• Partnered with Visit SLO CAL on Co-Op placements and Taste Washington booth
• Developed Cal Poly Parent & NSTP Program Partnership — SLO Discovery Weekend
• New Tradeshow Booth with VR Experience
• Partnered with Horizon for a video in Times Square & Canada’s PATH Video Network
• Finished first-ever Market Research for SLO tourism efforts
• Began developing the first two-year Marketing Plan 2018-2020
In order to implement the complex marketing programs, the TBID Board and staff work closely with the
team of contractors including: AMF Media Group (formerly Barnett Cox & Associates) and Matchfire as the
marketing agencies on record, and the San Luis Obispo Chamber of Commerce for Public Relations and
Guest Service initiatives.
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9 SLO TBID Annual Report 2017-18 TBID Activities
BRANDING & CAMPAIGN
The TBID manages the tourism brand for the destination of San Luis Obispo, delivering balanced growth of
tourism, with creativity and integrity. The TBID uses the brand messaging pillars outlined below to showcase
the unique offerings in San Luis Obispo.
San Luis Obispo Brand Messaging Pillars:
• Cultural
• Culinary
• Outdoor
• Family
• Cal Poly
In fiscal year 2017-18, the TBID launched a new marketing campaign titled “Be Here”. The campaign
messaging and aesthetic was meant to inspire visitors to feel like their true self in San Luis Obispo. The
campaign creative featured statements like “Be inspired here.”, “Be bold here.”, and “Be happy here.” The
messaging was accompanied by destination images taken in the first-person perspective with the simple
call-to-action of, Be Here.
To augment the brand messaging the TBID invested in a series of virtual reality videos. That allowed the
prospective visitor to do just that, to virtually be in San Luis Obispo.
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10 SLO TBID Annual Report 2017-18
WEBSITE
www .SanLuisObispoVacations .com
The City’s official tourism website, SanLuisObispoVacations.com is the primary marketing tool used to represent
our destination. It is designed mainly for consumers, but also serves the travel trade, meeting planners, TBID
members and media. It features robust content including a detailed calendar of events integrated with SLO
Happenings, lodging property listings for all TBID constituents including hotels and permitted homestay
properties, itinerary suggestions and features, the ShareSLO blog, and featured press coverage.
Search Engine Optimization (SEO) ensures the relevancy and success of the TBID’s website. Organic search
traffic to the site continues to stand as the top traffic channel, making up 33% of site sessions. The work is done
monthly to optimize pages with top keywords, meta tags and meta descriptions, and ShareSLO blog posts and
social content were created based on forecasted keyword and search trends. As a result, webpages now rank in
the top position on Google for San Luis Obispo searches including Bubblegum Alley, SLO Getaway, SLO Happy
Hours and Shopping.
Key 2017–18 Website Results:
• 18% increase in site sessions
• 17% increase in average monthly users
• 21% increase in referral traffic year-over-year
Highlights of Website Activities:
• Added 14 new pages and updated over 45 pages
• Continued weekly events management
• GDPR recommendations & implementation
• ADA compliance audit & Implementation
• SLO Happenings: proposal & transition
TBID Activities
345,728
293,209
260,000
270,000
280,000
290,000
300,000
310,000
320,000
330,000
340,000
350,000
2017-2018 2016-2017
Sessions
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11 SLO TBID Annual Report 2017-18
MEDIA
The TBID paid media focus remained targeted in 2017-18 to dedicated geographic markets including Los
Angeles, San Francisco, San Jose and San Diego. In addition, through county coordinated co-op advertising
opportunities, the TBID expanded into new flight markets in Denver, Colorado and Seattle, Washington.
Paid media was heavily dedicated toward digital display, mobile, email targeting and SEM. Programmatic and
behavioral retargeting led to the highest performing campaign to-date. By using geo-proximity targeting
in the digital media buy, which uses latitude and longitude to capture mobile device data, the TBID had the
ability to capture late bookings and win over the weekend warriors making lodging property decisions while
they are traveling near or through the area.
The 2017-18 paid media strategy:
• Focused on drive markets and new flight markets
• Continued the successful digital campaign which includes programmatic, behavioral, email, and
geo-proximity targeting & SEM
• Increased budget for co-ops through SLO CAL in order to expand reach and maximize dollars
• Further experimented with traditional media including print & digital advertorials, visitor guides and
FM/streaming radio
• Increased video pre-roll placements and decrease length of video
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12 SLO TBID Annual Report 2017-18
Print Advertising
Limited print advertising placements were continued in the TBID’s media
mix the 2017-18 fiscal year. Traditional print campaigns are an important tool
to reach niche market visitors primarily in the mature demographic and to
reinforce travel inspiration and build brand awareness for the destination.
For the most part, the TBID placed print ads only in cooperative advertising
campaigns with regional partners like Visit SLO CAL and Central Coast Tourism
Council (CCTC).
• SLO County Visitors Guide
• Horizon Travel & Lifestyle Magazine advertorial
placed in Wall Street Journal
• CCTC Map
Outdoor
In fiscal year 2017-18, the TBID participated for the second time in
an outdoor media advertising opportunity with Horizon Travel. The
Board opted to pursue this opportunity again this year based on the
success and direct return from the initial run three years ago.
• Times Square Video partnership with Horizon
- 2,000,000+ Impressions
• Canada PATH Video Network partnership with Horizon
-3,000,000 Impressions
TBID Activities
CUMULATIVE DIGITAL ADVERTISING MEASUREMENTS
Total Number of Digital Ad Impressions 15,573,582
Total Number of Clicks 509,750
• TripAdvisor
• Horizon advertorial
(available online)
• Programmatic Display &
Gmail Targeting
• SEM
• YouTube video pre-rolls
• Pandora
• BANG advertorial
& digital buy
All print and digital advertising is directed toward the website or the toll-free phone number for more information on San Luis Obispo.
Digital Media
Online programmatic campaigns are the most effective marketing
and advertising tool to target the drive markets in California for
leisure travelers to San Luis Obispo. The TBID continues to use
branded advertising to maximize online reach for the promotion
of San Luis Obispo through strategic placement on top travel and
lifestyle sites through a programmatic digital advertising program.
In 2017-18, the advertising program for the TBID was focused
on the mix of digital display that hit key websites to target the
right customer, email targeting, and the use of video pre-roll and
streaming music services like Pandora.
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13 SLO TBID Annual Report 2017-18 TBID Activities
EMAIL MARKETING
The TBID continued to utilize email marketing activities through the newsletter to communicate regularly
with potential visitors on activities in SLO to build brand loyalty and encourage repeat visitation and an
extended length of stay. The newsletter promotes upcoming events and special promotions as well as
compliments our seasonal advertising campaigns and partnerships.
This year the TBID continued their focused attention on enhancing their email marketing efforts beyond the
monthly newsletter. Their investment in marketing automation continued to garner new email subscribers
through the TBID site with over 1,900 new subscribers in 2017–18. They continued the Welcome Series to
acknowledge new subscribers which achieved a 57% open rate (compared to industry average of 20%). And
they continued the Hotel Page Abandonment series which sent visitors a personalized email if they left
hotel pages without taking action. This series achieved a 53% open rate including replied responses seeking
additional support or commenting on their trip to the area after receiving the personalized email.
Highlights:
• 15% increase in database size
• 1,930 submitted through new email sign-up form
• 5 SLO Vacations’ e-newsletters
• 2 ongoing, automated emails based on user behavior
• 2 targeted emails for Money for a Rainy Day promotion
• 1 targeted email for SLO 360 digital experience
• 5 promotional emails for partnerships & events
NEWSLETTER ACTIVITY MEASUREMENTS
Total Number of
Newsletters Sent 17
Database Size 26,744
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14 SLO TBID Annual Report 2017-18 TBID Activities
SOCIAL
This year, the TBID continued to captivate ShareSLO fans and grow their social media footprint through great,
engaging content. They continued to leverage user-generated content in 2017-18, along with adding TBID
created content including short form videos and a new SLO Welcomes series using #SLOWelcomes. With an
emphasis on engaging site content, the TBID drove social traffic to SanLuisObispoVacations.com by linking
to relevant content whenever possible.
ShareSLO continues to maintain a network of engaged social fans on Facebook, Twitter and Instagram. The
total social media engagements across all platforms was 193,834 – with Instagram out performing other
channels by early double.
The ShareSLO blog, featured on SanLuisObispoVacations.com continues to perform exceptionally well as
a source to drive traffic to other sections of the website. In addition to general content each month, the
ShareSLO blog featured dedicated campaigns including: SLO in the News, SLO Welcomes, Seasonal Things
To Do, Romantic Getaway, Traveling with Kids, Sustainable Travel in SLO.
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15 SLO TBID Annual Report 2017-18
2017-18 Social Activities Included:
• Continued to focus on captivating user generated content and videos,
driven by the “local perspective” content strategy
• Consistent, daily community management
• Cross-promotion on Cal Poly social channels
• Collaboration with RaceSLO on Ambassador Toolkit
• Launched pilot program with local influencers: Instagram Takeover
• Participated in 4 Visit CA sponsored Twitter chats #PassionPassport, #DreamEats, #Kidifornia,
#CaliforniaWild
• Created & uploaded 9 new videos to ShareSLO’s YouTube channel Pride in the Plaza, Bubblegum
Alley, SLO Welcomes, Top 5 Activities for Cal Poly Parents & Supporters, Cheap Eats in SLO
Instagram
144,637
Facebook
41,673
Twitter
7,524
193,834
Total Social Media
Engagements
TBID Activities
SHARESLO PROGRAM MEASUREMENTS
Total Number of Blog Posts 37
Total Number of Fans 120,350
Total Hashtag Uses (Instagram & Twitter only) 34,847
Total Video Views (YouTube)41,863
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16 SLO TBID Annual Report 2017-18 TBID Activities
Paid Media Results 2017–18 2016–17 % Change
FACEBOOK
Website
Conversions
Link Clicks 130,559 53,887 142%
Actions 225,313 150,966 49%
Impressions 4,758,629 3,294,166 44%
Avg. CTR (All)2.87% 2.26%27%
Avg. CTR (Link)2.61% 1.33%96%
Promoted
Posts
Total Reach 712,945 953,384 25%
Total
Engagements 232,671 102,527 127%
Paid Social Media
In 2017–18 the TBID continued to invest in paid social media to enhance the effectiveness and reach of the
ShareSLO brand on Facebook. Adding a paid element to the posts has helped to expand the reach and
increase engagement among ShareSLO fans, followers, and friends. Paid promotion on social media is very
cost effective for the TBID and provided the ability to extend the promotion of San Luis Obispo almost year-
round. Paid social media included ads to drive website conversation and prompted posts.
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17 SLO TBID Annual Report 2017-18
PUBLIC RELATIONS
In 2017-18, the TBID and PCC continued to jointly hold a contract with the San Luis Obispo Chamber of
Commerce for Public Relations efforts. On behalf of the City’s community promotions program, the SLO
Chamber is responsible for establishing professional relationships with media outlets and journalists in
various markets to build and maintain awareness of San Luis Obispo as a travel destination.
The 2017-18 contract elements with the SLO Chamber for Public Relations included: pitching to media,
bringing in media, coordinating media trips, sending out media releases, responding to natural media
inquiries, use of the Chamber’s photography library for editorial requests and press releases, planning and
executing press trips and developing media kits.
This focused PR effort continued to prove success for San Luis Obispo. During the 2017-18 fiscal year, the
PR activities generated at least 268 total mentions or media placements that highlighted San Luis Obispo in
international, national, regional and even local publications. Top media coverage included: New York Times,
Guardian, LA Times, Architectural Digest, Seattle Met, Alaska Airlines, National Geographic Explorer, Atlantic,
Inc., and Goop.
Additionally, coordinated media visits or press trips were secured to promote the destination with the goal
of earning valuable editorial coverage. In fiscal year 2017-18, nearly 40 media outlets, both domestic and
international were hosted in San Luis Obispo.
Best of Lists
• Happiest places in the US
• Most charming towns & small cities in CA
• Most tourist-friendly cities in the U.S.
• Cities that can survive an apocalypse
• Great CA fall trips
• Secret Wine Country Escapes
• Thanksgiving weekend getaways to take this
year
• Most Underrated City in California
• Most joyful places to spend the holidays in the
U.S.
• Must-visit stops in northern CA
• The world’s sexiest destinations
• Top brewery visits of 2017
• College towns that parents won’t want to
leave
• CA’s best adventure towns
• Best small towns to visit on a road trip of
America
• Most Underrated Stops on Your California
Road Trip
TBID Activities
PUBLIC RELATIONS MEASUREMENTS
Number of Mentions 268
Potential Reach 893,256,039
Packet Pg. 71
Item 10
18 SLO TBID Annual Report 2017-18
TRAVEL & TRADESHOWS
Consumer Travel Shows
The TBID continues to maximize the consumer travel show strategy. Consumer shows provide the TBID an
opportunity to take San Luis Obispo on the road to key markets. In 2017-18 four consumer tradeshows were
attended – two as San Luis Obispo initially and two in cooperation with other regional partners.
The two individual shows were the San Diego Travel & Adventure Show and the Denver Travel & Adventure
Show, and the two cooperative shows were Los Angeles Magazine Food Event in partnership with SLO Wine
Association and Taste Washington with Visit SLO CAL. At these shows, the booth featured key information
on San Luis Obispo including lodging information, maps and upcoming events – and showcased the new
virtually reality experience for San Luis Obispo. Shows were selected based on their anticipated attendance,
quality of attendees, and target drive and fly market location. Booth visitors were presented with the
opportunity to enter to win a SLO Getaway sweepstakes.
TBID Activities
CONSUMER TRADE SHOW MEASUREMENTS
Number of Shows Attended 4
Newsletter Registrations Collected 1,229
Industry Tradeshows
For the second consecutive year, 2017–18 the TBID participated in the industry tradeshow IPW. The U.S. Travel
Association’s IPW is the travel industry’s premier international marketplace and the largest generator of travel
to the U.S. The TBID had previously participated in 2011 and 2012 but had since declined to focus on consumer
only efforts. However, starting in 2017 and again in 2018, the TBID Board made a strategic decision to partner
with Visit SLO CAL at the show. During the three-day show booked with intensive pre-scheduled business
appointments, the TBID met with over 55 representatives interested in booking travel to San Luis Obispo.
Packet Pg. 72
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19 SLO TBID Annual Report 2017-18
SPECIAL PROMOTIONS
Money for a Rainy Day
In 2017-18, the TBID Board ran for the third year a special promotional offer designed to drive overnight
stays in the City of San Luis Obispo during the slowest months of the year. Through the promotion, visitors
were required to book two consecutive nights at a lodging property in the City of San Luis Obispo between
January – March 2018 and they would receive a $100 cash to spend how they choose. As a result, the
promotion garnered 1,192 room nights during January through March.
TBID ActivitiesPacket Pg. 73
Item 10
20 SLO TBID Annual Report 2017-18 TBID Activities
GUEST SERVICES
Through a dedicated contract with the TBID, the San Luis Obispo Chamber of Commerce provides a suite of
guest services to the TBID. In 2017-18 this included:
• Provide dedicated customer service for San Luis Obispo City hotels at the Downtown Visitor Center.
• Provide a 800-number separate phone line exclusively for the TBID. Only SLO TBID properties will
be recommended through this phone line. Provide staff to respond to a TBID-only phone line during
Visitor Center Hours and return after hours phone calls.
• Provide dedicated customer service on SanLuisObispoVacations.com with a Live Chat feature.
*Trialed from August to October
• Perform “hotel availability call arounds” and keep a record of current availability
for all SLO City hotels.
• Educate local hoteliers about the hotel availability program and how they may best utilize it.
During fiscal year 2017-18, Visitor Center staff contacted every TBID property each week and maintained
a record of which hotels were sold out and which have availability for each Thursday, Friday and Saturday
as well as impacted weekdays throughout the year to help guests, who would otherwise need to call each
property on their own to find a room in SLO. This service also allowed for TBID properties to refer their clients
directly to the Visitor Center for centralized guest services. In addition, this information was widely utilized to
assist visitors to the Visitor Center in keeping the traveler in the City of San Luis Obispo. Since July, 2017, the
Chamber was able to make use of this availability information in conjunction with TBID marketing materials
to refer SLO TBID properties nearly 15,000 times.
In addition, the Chamber is contracted to answer each call made to the TBID’s 1-877-SLO-TOWN number,
which is serves as a response tool to the TBID’s advertising efforts and digital presence. This creates the
option for a ‘real person’ to assist in trip planning, ensuring that travelers seeking personal guidance have a
friendly, live voice to shape their experience of San Luis Obispo before even arriving. The telephone number,
1-877-SLO-TOWN, is a separate line that rings in the Chamber and is used solely to refer and promote TBID
properties. During fiscal year 2017-18 over 990 calls were answered on the 1-877-SLO-TOWN line, an increase
of 9% over the prior year. Much of this is attributed to the seasonal promotions and fulfilment.
Packet Pg. 74
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21 SLO TBID Annual Report 2017-18
STRATEGIC PARTNERSHIPS
The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing
San Luis Obispo as a destination which makes the TBID more efficient in promotional activities. The TBID’s
strategic partnerships allow the marketing agencies to build relationships with the organizations below,
elevating the destination as a whole. Promotional opportunities with each organization give the TBID new
platforms and audiences to build brand awareness. Top partnerships achievements include:
Cal Poly Athletics
• TBID maintains the exclusive hotel industry sponsor to advertise with Cal Poly Athletics
• TBID hosted nearly 605 room nights for visiting teams, recruits, and coaches
• ShareSLO first pitch throws at Cal Poly baseball games
• CP Athletics Facebook page posts
• Banner ad in ongoing Athletics newsletters
• Cal Poly Alumni E-blast & Alumni Getaway Giveaway
• Radio spots for basketball
• Homecoming game ticket giveaway
• New rotating graphics submitted for LED banner at Mott Gym
• Soccer Visiting Teams Guide
• ShareSLO Track & Field Meet
• Program ad
• :15 scoreboard video using new footage
SLO Wine
• Deployed e-newsletters to over 12,000 subscribers that included TBID content, logo, and links
• Hosted travel, lifestyle, wine writers in San Luis Obispo for various media visits resulting in media
coverage in: Wine Enthusiast, SF Gate & SF Chronicle, USA Today, LA Time, 805 Living, Chicago
Tribune
• The “Stay” page on SLOwine.com garnered over 30,000 views
• Partnered to host an integrated marketing experience at
LA Magazine’s The Food Event in October 2017
• Public Relations outreach efforts resulted in Wine Enthusiast naming SLO
Top 10 Wine Destination in the World
TBID ActivitiesPacket Pg. 75
Item 10
22 SLO TBID Annual Report 2017-18
STRATEGIC PARTNERSHIPS (CONT .)
Cal Poly Office of Student Affairs: Parent Program & New Student and Transition Program
Cal Poly New Student & Transition Programs (NSTP) sees over 50,000 guests of students and their families
between Open House, Student Life Orientation Days, and Week of Welcome annually. Through this
partnership in 2017-18, the TBID partnered with NSTP to engage and connect with our new students and their
families from the college acceptance time to orientation. In addition to website presence and logo inclusion,
the TBID activations include representation at the following events:
• Open House
• SLO Days
• Week of Welcome/Move-in Weekend
The Cal Poly Parent Program strategic partnership was a new for 2017-18. The TBID together with the Parent
Program created a series of new events called SLO Discovery Weekends that provide intimate weekend
gatherings in SLO for small groups of parents and families. During the pilot year, two SLO Discovery Weekend
sessions were held.
TBID ActivitiesPacket Pg. 76
Item 10
23 SLO TBID Annual Report 2017-18
EVENT PROMOTION
In 2017–2018, the TBID sponsored, promoted, and was represented at local events of different shapes and
sizes. Over the course of the year, the TBID continued to shape an event strategy to ensure all SLO TBID-
sponsored events are well-aligned with the brand, and that expectations and best practices were clear.
These guidelines allowed the TBID to reach visitors before, during, and after an event takes place, which in
turn arms the TBID with the tools we need to leverage events to put heads in beds.
In 2017–18, the TBID continued their approach to supporting a few of the sponsored events through
agency support in campaign development, creative and media buys. Instead of simply funding out-of-area
marketing, the TBID dedicated their sponsorship dollars along with the marketing agency time to help
create and manage the out-of-area promotional campaigns. This strategy was successful for the TBID
and the events.
TBID Sponsored Events:
• SLO Craft Beer Fest
• SLO Wine Roll Out the Barrels
• SLO Marathon & Half
• Festival Mozaic’s Winter Mezzo
• SLO Film Fest
• Sustainable Ag Expo
• Mission College Prep Winter Classic
• Battle of the West - Grass Volleyball Tournament
TBID Activities
EVENT SPONSORSHIP MEASUREMENTS
Number of Events Sponsored 7
Estimated Total Number of Event Attendees
Reached through Sponsorship 20,000
Total Sponsorship Investment $ 118,000
Packet Pg. 77
Item 10
24 SLO TBID Annual Report 2017-18
INDUSTRY RELATIONS
Visit California
The Visit California partnership has been critical in the growth of our brand within the California Tourism
product. San Luis Obispo has received coverage though the marketing activities performed by Visit California
including travel trade, press, and industry outreach. Monthly submissions are uploaded to Visit California
for media outreach, trade contacts, and newsletter content. Additionally the TBID maintains ongoing
coordination to keep City of San Luis Obispo destination page up to date. ShareSLO also participated in Visit
California sponsored Twitter chats. The TBID attended the Visit California Outlook Forum educational event
in the spring.
Central Coast Tourism Council
The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose
marketing efforts accomplish collectively what no single tourism entity can do alone—promote the entire
California Central Coast as a destination and maximize our members’ tourism revenue. The CCTC serves
as the Central Coast’s voice in Sacramento, and partners with California Tourism’s global marketing and
advertising campaigns. The TBID is actively involved in CCTC with the Tourism Manager as the President and
Regional Board Member. In 2017-18, the TBID leveraged the CCTC activities through media and trade leads,
blog and social presence, and international outreach.
SLO CAL
The TBID maintains participation with SLO CAL by having two representatives on the Board of Directors
and the Tourism Manager on the Marketing Committee. The TBID Board leverages the partnership with
Visit SLO CAL to promote San Luis Obispo on a national and international level- beyond the local and state
reach the TBID’s marketing plan focus to achieve. The TBID’s participation in Visit SLO CAL also encompasses
group sales, film commission, county-wide public relations, and county-wide special events like Restaurant
Month and Wine Month. In 2017–18, the TBID partnered with Visit SLO CAL on many initiatives including:
participation in IPW, Taste Washington, cooperative research studies, and social retargeting co-op ads.
TBID ActivitiesPacket Pg. 78
Item 10
25 SLO TBID Annual Report 2017-18 SLO TBID Annual Report 2017-18
RESEARCH
In 2017–18 the TBID invested in various research projects to better understand the visitor impact and behavior
in San Luis Obispo.
Visitor Volume & Economic Impact
Through a partnership with Visit SLO CAL, the TBID invested in a study to identify the annual volume of
visitors to the city of San Luis Obispo and the economic impact those visitors. The study concluded that
tourism is a major contributor to the San Luis Obispo economy. In 2017, the 1.4 million visitors to San Luis
Obispo spent $338 million in the city – with a total economic impact of $438 million in direct, indirect and
induced impacts. Visitor spending generates income, jobs, and tax revenue. Since 2014, visitor spending has
increased by 9.1% in the city of San Luis Obispo.
In 2017, the city welcomed 1.4 million visitors to San Luis Obispo. The study shows that overnight visitors
outpaced day visitors in 2017, to nearly 1 million visits a 4.8% growth, while day visitors increased 1%
registering 500,000 visits. Altogether, since 2014 the total visits to San Luis Obispo have increased by 7.2%.
27%
23%19%
9%
8%
14%
Source: Tourism Economics
$93m of
spending on
Lodging
$339m in
total visitor
spending
$79m of
spending on
Food and
beverage
$46m of spending on
Local transportation
$30m of spending on
Recreation
Visitor spending in San Luis Obispo, 2017
Dollars, millions and percent of total
$64m of spending on
Retail
$27m of spending on
manufacturing
(wineries)
Visitor spending in San Luis Obispo
| Tourism Economics 13
Visitors to San Luis Obispo spent nearly
$338.4 million in 2017.
Note: Lodging spending includes dollars spent on second homes
Packet Pg. 79
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26 SLO TBID Annual Report 2017-18 SLO TBID Annual Report 2017-18
RESEARCH (CONT .)
Market Research
In the spring of 2018, the TBID completed a comprehensive market research report with the goal to
determine:
1. If SLO City is losing visitors to neighboring destinations in SLO County
2. Find out why people visit SLO City
3. Determine what channels visitors are using to make travel decisions
4. Segment our visitors into personas to better understand where more opportunity exists
within our target demographic
The methodology included 200 intercepts surveys in San Luis Obispo, Pismo Beach and Paso Robles; 800
online surveys targeted in drive markets to people who have visited SLO County; 200 Denver and 200
Seattle online surveys to assess awareness and intent to travel; and persona segmentation on more than
20,000 people who have expressed interest in visiting SLO by signing up for our email database. From the
research, the TBID inferred the following: that the city is losing some heads in beds to neighboring beach-
front destinations and to Paso Robles for wine/culinary focused visitors; surveys showed a general lack of
awareness of our destination, or lack of awareness of activities within our destination; and results showed a
lack of consideration of SLO as a vacation destination. With this information, the TBID is poised to adjust the
marketing strategy to differentiating the SLO experience and focusing on targeted personas to increase the
share of visitors who are specifically interested in what San Luis Obispo has to offer.
The City of San Luis Obispo visitor…
• Travel as couples
• Median age 44.5
• 73% college graduates
• 38% have HHI of $150K+ per year
• Majority travel without children
See appendix for detailed persona information
Packet Pg. 80
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27 SLO TBID Annual Report 2017-18
2017-18 FINANCIAL STATEMENT
2017-18 Financial Statement
INCOME SOURCE 2017–18
TOT Revenue Assumption (Revised with Supplement)$7,294,000
TBID Assessment (20% of TOT Revenue) $1,458,800
2016–17 Requested Carryover $100,000
2016–17 Fund Balance $332,800
TBID Fund Reserve $100,000
TBID Program Budget $1,891,600
INCOME
Packet Pg. 81
Item 10
28 SLO TBID Annual Report 2017-18 SLO TBID Annual Report 2017-18
EXPENDITURE ALLOCATED
Operations/Staffing
Administration Overhead (2% of TBID
Assessment)$29,176
Staffing (1 FTE & .75 FTE)$215,000
Contracts & Marketing Projects
AMF/Matchfire - Marketing Contract $833,700
Chamber of Commerce - Public Relations $51,000
Chamber of Commerce - Guest Services $42,000
Chamber of Commerce - Media Monitor $8,400
CCTC Black Diamond Co-op $1,200
FAM Trip Hosting (Media & Influencers)$11,000
AMF/Matchfire - Events Calendar Development $41,000
AMF/Matchfire - Promotional & Collateral Items $30,500
Partnerships
Cal Poly Athletics $96,500
SLO Wine $18,000
SLO Wine Rooms $3,000
Cal Poly Student Affairs $20,000
Events Promotion
General Events Promotion $120,500
Event Activation $2,000
Tradeshows
Tradeshows & Travel Shows $45,000
Tourism Conferences $6,000
Tourism Organizations/Research
Central Coast Tourism Council Membership $1,000
Smith Travel Report $3,000
Marketing & Persona Research Project $58,800
Support/Meetings
Tourism Program Expenses $7,000
Total Allocated Expenditure $1,643,776
*This figure represents the total allocated expenditures.
The difference will be available for carryover to the 2018-19 program budget.
EXPENDITURES
Packet Pg. 82
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29 SLO TBID Annual Report 2017-18 Looking Ahead to 2018-19
LOOKING AHEAD TO 2018–19
As the TBID moves into 2018–19, the Board is committed to the continued implementation of the final
components of the 5-year Strategic Clarity Plan. In the next fiscal year, the Board will work through the
process to review the accomplishments of the current plan and complete the develop of the next TBID
Strategic Plan.
The TBID will also begin the implementation of the new two-year marketing plan. Although it’s a year, AMF
and Matchfire will thoroughly review, modify and update the plan each fiscal year as needed to ensure the
TBID marketing efforts remain relevant and effective. It is imperative to acknowledge trends, be observant of
growth or decline and make changes according to the current tourism climate on an ongoing basis.
The SLO TBID Marketing Plan coupled with the SLO TBID Strategic Clarity Plan provides a foundation for
building the City of SLO tourism brand and establishing real tactics for consistently improving tourism in the
City of San Luis Obispo.
The highest priority Strategic Clarity Plan initiatives for the 2018–2019 fiscal year, continue to be:
• Deliver Smart Growth
• Develop the SLO Brand
• Build Meaningful Partnerships
• Contribute to an Unforgettable SLO Experience
Packet Pg. 83
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30 SLO TBID Annual Report 2017-18 Looking Ahead to 2018–19
LOOKING AHEAD TO 2018–19 (CONT .)
The key program activities include:
• Implementation of the 2018-20 Marketing Plan
• Address the research findings by shifting our targeting, both geographically, demographically and
psychographically, and incorporating a more focused message surrounding things to do in SLO
• Grow new geographic markets including Seattle
• Add assets to the campaign library, including additional first-person photography and a new first-
person tourism video
• Better target new audiences with relevant content and reengage existing audiences with relevant
content to create repeat visitors
• Create and deploy an influencer marketing strategy that shares real-time, authentic SLO experiences
with social media audience
• Integrate SLO Happenings as part of the ShareSLO campaign making it an ongoing weekly inclusion
in editorial calendars
• Leverage dedicated promotions funds to attract fall and winter stays and set aside funds for special
opportunities to attract specific audiences out of market
In addition, the TBID is looking forward to growing the district membership, to include new hotel properties
coming into the City of San Luis Obispo.
Packet Pg. 84
Item 10
31 SLO TBID Annual Report 2017-18 Appendix
APPENDIX
TOT CHART 2017-18
TOT MONTH TO MONTH 2017-18
0
20
40
60
80
100
2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
200000
400000
600000
800000
1000000
2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
2017-182016-172015-162014-152013-142012-132011-122010-112009-102008-09
0
20
40
60
80
100
2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
200000
400000
600000
800000
1000000
2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
2017-182016-172015-162014-152013-142012-132011-122010-112009-102008-09
Packet Pg. 85
Item 10
32 SLO TBID Annual Report 2017-18 Appendix
OCC MONTH TO MONTH 2017-18
ADR MONTH TO MONTH 2017-18
0
20
40
60
80
100
2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
2000004000006000008000001000000 2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
010000002000000300000040000005000000600000070000008000000 2017-182016-172015-162014-152013-142012-132011-122010-112009-102008-09
0
30
60
90
120
150
2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
50
100
150
200
2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
Packet Pg. 86
Item 10
33 SLO TBID Annual Report 2017-18 Appendix
REVPAR MONTH TO MONTH 2017-18
0
30
60
90
120
150
2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
50100150200 2017-182016-17
JunMayAprMarFebJanDecNovOctSeptAugJuly
Packet Pg. 87
Item 10
34 SLO TBID Annual Report 2017-18 Appendix
TRAVEL AS
COUPLES
The City of
San Luis Obispo
Visitor…VISITOR PERSONAS
MEDIAN AGE 44.5
Age breakdown nearly even between
U–35, 35–54, 55+
73% COLLEGE
GRADUATES
38% HAVE HHI OF
$150K+ PER YEAR
MAJORITY TRAVEL
WITHOUT CHILDREN
YOUNG DIGERATI UPPER CRUST
The residents of Money & Brains
seem to have it all—high incomes,
advanced degrees, and sophisticated
tastes to match their credentials.
Many of these city dwellers are
married couples with few children
who live in fashionable homes on
small, manicured lots with expensive
cars in the driveway.
Movers & Shakers are America's
business class, a wealthy suburban
world of dual income couples who
are highly educated, typically
between the ages of 45-64. Given
its high percentage of executives
and white collar professionals,
there's a decided business bent to
this segment as they enjoy reading
business publications and visits to
business oriented websites.
Young Digerati are tech-savvy and
live in fashionable neighborhoods
on the urban fringe. Auent and
highly educated, Young Digerati
communities are typically filled with
trend apartments and codos,
fitness clubs and clothing
boutiques, casual restaurants and all
types of bars, from juice to coee
to microbrew. Many have chosen to
start families while remaining in an
urban environment.
The nation's most exclusive address,
Upper Crust is a haven for wealthy
empty-nesting couples over the
age of 65. This segment has a high
concentration of residents earning
over $100k per year, and many
posess a post-graduate degree.
They have an oppulant standard of
living—driving expensive cars and
frequently eating out and traveling.
Why Money & Brains matter for SLO…
There are more Money & Brains
residents in California than anywhere
else in the United States, and they
happen to live just a quick drive away in
the Bay Area. They’re familiar with SLO
and make up the largest portion of our
interest list to-date. They may have
attended Cal Poly, and perhaps their
kids did, too. But now that they’re
empty nesters, this group is ready to
travel and has money to spend. They’re
likely to put SLO on the list for its
cultural and culinary experiences, and
it’s just a short distance from home.
Why Movers & Shakers
matter for SLO…
This business class has the most
disposable income of SLO’s top 4
personas. They make up the second
largest group in our interest database,
and there’s good reason: Movers &
Shakers are just a hop, skip, and a jump
away in Marin County. They’re mostly
empty nesters, but may have some
older children in the house who aren’t
likely to travel with them. Highly
educated, the Movers & Shakers are
looking for new experiences, and SLO
has everything to oer them.
Why Young Digerati matter for SLO…
These auent 40-somethings lead
busy lives, and want a getaway that’s
quick, easy, and somewhat familiar.
They’ll likely have kids in tow when they
make their way from the Bay Area, and
will need kid-friendly suggestions for
restaurants, breweries, wineries, and
other things to do. They travel to
explore together, prioritizing
experiences the whole family can enjoy
over kids-only attractions. They’ll seek
the outdoors, new and hip things to do,
and photo-worthy moments with their
loved ones.
Why Upper Crust
matter for SLO…
Upper Crust residents have seen and
done it all: they want to go where the
crowds don’t go, and collect intimate
moments, not Instagram photos.
They’ll be looking for a laid back but
sophisticated experience, which is
just what SLO has to oer. Culinary,
wine (specifically chardonnay),
shopping and culture will appeal to
this class. And if they come with
friends, a round of golf may also be
on the agenda.
MONEY & BRAINS MOVERS & SHAKERS
Reasons for
Visiting…
Family Trip or
Getaway Weekend
Relaxation, Weather,
Restaurants, Scenery,
Sightseeing,
Outdoor Activities
Attractions: Downtown,
Mission Plaza, Creek Walk,
Bubblegum Alley, Cal Poly,
Hiking Biking Trails
Proximity to the coast
or visit new place
Cross Visits…
MORRO BAY
Intercept interviews in
City of SLO indicated that
visitors may stay in Morro
Bay, although visit SLO
Of other destinations to
visit, Morro Bay ranked
highest, followed by Avila
Beach and Pismo Beach
Words/Phrases
Used to
Describe SLO…
Beautiful
55%—Appears in Brand Intention
Relaxing
10%—Appears in Brand Intention
Friendly
8%
Fun
Peaceful
Serene
Online Survey: Beautiful,
Picturesque, Relaxing, Fun,
College Town, Quaint, Peaceful,
Serene, Friendly
Midlife success
HHI $128k, 35-54, mostly with
kids in household
Highest index in San Francisco and
Santa Clara Counties
Listens to CBS radio
Watches football and basketball
Reads print edition New York Times
and uses iPhone
Auent, empty nests
HHI $113k, mostly without
kids in household
Highest Index in Marin County
Listens to news radio, classical, jazz
Reads print edition of Wall Street
Journal and New York Times
Watches Fox Business Network and
Golf Channel
Auent, empty nests
HHI $129k+, age 45-64, mostly
without kids in household
Highest index in Marin County
Listens to news radio, CBS sports,
adult alternative and talk/personality
Reads newspaper on iPad
Reads Wall Street Journal
and New York Times
Auent, empty nests
HHI $105k, Age 55+, mostly without
kids in household
Highest index in San Mateo, San
Francisco, Santa Clara
Listens to news radio, jazz and
classical
Reads New York Times, paper
edition, and Wall Street Journal
Watches basketball
Packet Pg. 88
Item 10
35 SLO TBID Annual Report 2017-18 SLO TBID Annual Report 2017-18
TRAVEL AS
COUPLES
The City of
San Luis Obispo
Visitor…VISITOR PERSONAS
MEDIAN AGE 44.5
Age breakdown nearly even between
U–35, 35–54, 55+
73% COLLEGE
GRADUATES
38% HAVE HHI OF
$150K+ PER YEAR
MAJORITY TRAVEL
WITHOUT CHILDREN
YOUNG DIGERATI UPPER CRUST
The residents of Money & Brains
seem to have it all—high incomes,
advanced degrees, and sophisticated
tastes to match their credentials.
Many of these city dwellers are
married couples with few children
who live in fashionable homes on
small, manicured lots with expensive
cars in the driveway.
Movers & Shakers are America's
business class, a wealthy suburban
world of dual income couples who
are highly educated, typically
between the ages of 45-64. Given
its high percentage of executives
and white collar professionals,
there's a decided business bent to
this segment as they enjoy reading
business publications and visits to
business oriented websites.
Young Digerati are tech-savvy and
live in fashionable neighborhoods
on the urban fringe. Auent and
highly educated, Young Digerati
communities are typically filled with
trend apartments and codos,
fitness clubs and clothing
boutiques, casual restaurants and all
types of bars, from juice to coee
to microbrew. Many have chosen to
start families while remaining in an
urban environment.
The nation's most exclusive address,
Upper Crust is a haven for wealthy
empty-nesting couples over the
age of 65. This segment has a high
concentration of residents earning
over $100k per year, and many
posess a post-graduate degree.
They have an oppulant standard of
living—driving expensive cars and
frequently eating out and traveling.
Why Money & Brains matter for SLO…
There are more Money & Brains
residents in California than anywhere
else in the United States, and they
happen to live just a quick drive away in
the Bay Area. They’re familiar with SLO
and make up the largest portion of our
interest list to-date. They may have
attended Cal Poly, and perhaps their
kids did, too. But now that they’re
empty nesters, this group is ready to
travel and has money to spend. They’re
likely to put SLO on the list for its
cultural and culinary experiences, and
it’s just a short distance from home.
Why Movers & Shakers
matter for SLO…
This business class has the most
disposable income of SLO’s top 4
personas. They make up the second
largest group in our interest database,
and there’s good reason: Movers &
Shakers are just a hop, skip, and a jump
away in Marin County. They’re mostly
empty nesters, but may have some
older children in the house who aren’t
likely to travel with them. Highly
educated, the Movers & Shakers are
looking for new experiences, and SLO
has everything to oer them.
Why Young Digerati matter for SLO…
These auent 40-somethings lead
busy lives, and want a getaway that’s
quick, easy, and somewhat familiar.
They’ll likely have kids in tow when they
make their way from the Bay Area, and
will need kid-friendly suggestions for
restaurants, breweries, wineries, and
other things to do. They travel to
explore together, prioritizing
experiences the whole family can enjoy
over kids-only attractions. They’ll seek
the outdoors, new and hip things to do,
and photo-worthy moments with their
loved ones.
Why Upper Crust
matter for SLO…
Upper Crust residents have seen and
done it all: they want to go where the
crowds don’t go, and collect intimate
moments, not Instagram photos.
They’ll be looking for a laid back but
sophisticated experience, which is
just what SLO has to oer. Culinary,
wine (specifically chardonnay),
shopping and culture will appeal to
this class. And if they come with
friends, a round of golf may also be
on the agenda.
MONEY & BRAINSMOVERS & SHAKERS
Reasons for
Visiting…
Family Trip or
Getaway Weekend
Relaxation, Weather,
Restaurants, Scenery,
Sightseeing,
Outdoor Activities
Attractions: Downtown,
Mission Plaza, Creek Walk,
Bubblegum Alley, Cal Poly,
Hiking Biking Trails
Proximity to the coast
or visit new place
Cross Visits…
MORRO BAY
Intercept interviews in
City of SLO indicated that
visitors may stay in Morro
Bay, although visit SLO
Of other destinations to
visit, Morro Bay ranked
highest, followed by Avila
Beach and Pismo Beach
Words/Phrases
Used to
Describe SLO…
Beautiful
55%—Appears in Brand Intention
Relaxing
10%—Appears in Brand Intention
Friendly
8%
Fun
Peaceful
Serene
Online Survey: Beautiful,
Picturesque, Relaxing, Fun,
College Town, Quaint, Peaceful,
Serene, Friendly
Midlife success
HHI $128k, 35-54, mostly with
kids in household
Highest index in San Francisco and
Santa Clara Counties
Listens to CBS radio
Watches football and basketball
Reads print edition New York Times
and uses iPhone
Auent, empty nests
HHI $113k, mostly without
kids in household
Highest Index in Marin County
Listens to news radio, classical, jazz
Reads print edition of Wall Street
Journal and New York Times
Watches Fox Business Network and
Golf Channel
Auent, empty nests
HHI $129k+, age 45-64, mostly
without kids in household
Highest index in Marin County
Listens to news radio, CBS sports,
adult alternative and talk/personality
Reads newspaper on iPad
Reads Wall Street Journal
and New York Times
Auent, empty nests
HHI $105k, Age 55+, mostly without
kids in household
Highest index in San Mateo, San
Francisco, Santa Clara
Listens to news radio, jazz and
classical
Reads New York Times, paper
edition, and Wall Street Journal
Watches basketball
Packet Pg. 89
Item 10
RESOLUTION NO. XXXX (2018 Series)
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS
OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE
THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT
DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE
ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE
PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR
2018-19
WHEREAS, the Parking and Business Improvement Law of 1989, sections 36500 et seq.
of the Streets and Highways Code, authorizes cities to establish business improvement districts for
several purposes, one of which is promotion of tourism; and
WHEREAS, the lodging businesses within the proposed City of San Luis Obispo Tourism
Business Improvement District had requested the City of San Luis Obispo establish such a self-
assessment improvement district in 2008; and
WHEREAS, the San Luis Obispo Tourism Business Improvement District was established
in July 2008 and incorporated into the Municipal Code under Chapter 12.42; and
WHEREAS, the assessment went into effect on October 1, 2008; and
WHEREAS, the City Council appointed an advisory board to provide oversight, guidance,
and recommendations regarding the use of the assessment funds; and
WHEREAS, the City Municipal Code and the Parking and Business Improvement Law
require the advisory board to prepare and submit an annual report stating proposed changes,
improvements and activities for the fiscal year; and
WHEREAS, notices regarding the approval of the annual report were sent on September
21, 2018 to all assessed properties.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of San Luis
Obispo as follows:
a) That the Tourism Business Improvement District Annual Report for fiscal year 201 7-
18 as filed by the advisory body is hereby approved.
b) The San Luis Obispo City Council proposes to continue the established Tourism
Business Improvement District in the City of San Luis Obispo in accordance with City
Municipal Code Chapter 12.42 and the California Streets and Highways Code, sections
36500 et seq. (Parking and Business Improvement Law of 1989).
Packet Pg. 90
Item 10
Resolution No. _____ (2018 Series) Page 2
R ______
c) The assessment levied by the Tourism Business Improvement District shall be used to
promote lodging at the hotels within the district and administer a marketing program
that increases overnight hotel stays pursuant to the set goals.
d) The assessment will be levied and allocated by the City of San Luis Obispo.
e) The assessment is proposed to be levied on all “hotels”, as that term is defined in San
Luis Obispo Municipal Code section 3.04.020, to wit: any structure, or any portion of
any structure, which is occupied or intended or designed for occupancy by transients
for dwelling, lodging or sleeping purposes, and includes any hotel, inn, tourist home or
house, motel, studio hotel, bachelor hotel, lodging house, rooming house, apartment
house, dormitory, public or private club, mobile home or house trailer at a fixed
location, or other similar structure or portion thereof.
f) The assessment shall be based on two percent (2%) of gross room rent.
g) New hotels shall not be exempt from immediate assessment.
h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42 and the
Parking and Business Improvement Law of 1989, section 36535 of the Streets and
Highways Code, is to allow for comments on the District and proposed assessment, and
is hereby set for 6 P.M., Tuesday, October 16, 2018, before the City Council of San
Luis Obispo at the City Council Chambers at 990 Palm Street, San Luis Obispo,
California.
i) At the public hearing, the testimony of all interested persons for or against the
continuation of the District, the boundaries of the District, or the furnishing of specified
types of improvements or activities will be heard.
j) Any protest against the continuation of the City of San Luis Obispo Tourism Business
Improvement District and the levying of the assessment, or any aspect thereof, may be
made in writing. A protest may be withdrawn at any time before the conclusion of the
public hearing. Any written protest shall contain a description of the business in which
the person signing the protest is not shown on the official records of the City of San
Luis Obispo as the owner of the business, then the protest shall contain or be
accompanied by written evidence that the person is the owner of the author ized
representative of the business. Any protest as to the regularity or evidence of the
proceedings shall be in writing and clearly state the irregularity or defect to the City of
San Luis Obispo at 990 Palm Street, San Luis Obispo, CA 93401.
k) If, at the conclusion of the public hearing, there are of record, written protests by the
owners of businesses within the proposed San Luis Obispo Tourism Business
Improvement District that will pay fifty percent (50%) or more of the total assessments
of the entire San Luis Obispo Tourism Business Improvement District, no further
proceedings to continue the San Luis Obispo Tourism Business Improvement District
shall occur. New proceedings to form the San Luis Obispo Tourism Business
Packet Pg. 91
Item 10
Resolution No. _____ (2018 Series) Page 3
R ______
Improvement District shall not be undertaken again for a period of at least one (1) year
from the date of the finding. If the majority of written protests are only as to an
improvement or activity proposed, then that type of improvement or activity shall not
be included in the San Luis Obispo Tourism Improvement District.
BE IT FURTHER THEREFORE RESOLVED, the City Clerk is instructed to provide
notice as required by the City Municipal Code Chapter 12.42 and the Parking and Business
Improvement Law of 1989, section 36534, subpart (a)(7) of t he Streets and Highways Code, to
wit: the City Clerk shall give notice of the public hearing by causing the resolution of intention to
be published once in a newspaper of general circulation in the City no less than seven days before
the public hearing.
Upon motion of _______________________, seconded by _______________________,
and on the following roll call vote:
AYES:
NOES:
ABSENT:
The foregoing resolution was adopted this _____ day of _____________________ 201 8.
____________________________________
Mayor Heidi Harmon
ATTEST:
____________________________________
Teresa Purrington
City Clerk
APPROVED AS TO FORM:
_____________________________________
J. Christine Dietrick
City Attorney
IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the City
of San Luis Obispo, California, this ______ day of ______________, _________.
______________________________
Teresa Purrington
City Clerk
Packet Pg. 92
Item 10
Minutes – Tourism Business Improvement District Board Meeting of August 9, 2017 Page 1
DRAFT Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Monday, September 17, 2018
Special Meeting
Tourism Business Improvement District Board
CALL TO ORDER
A Special Meeting of the Tourism Business Improvement District Board was called to order on
Monday, September 17, 2018 at 8:08 a.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Skidmore.
ROLL CALL
Present: Board Members Chair Bruce Skidmore, LeBren Young-Harris, Dean Hutton and Vice
Chair Matthew Wilkins
Absent: Board Members Pragna Patel-Mueller, Clint Pearce, and Nipool Patel
Staff: Tourism Manager Molly Cano, Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
OATH OF OFFICE
Dean Hutton was sworn in.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER
HARRIS, CARRIED 4-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of Special Meeting on Monday, August 20, 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
Packet Pg. 93
Item 10
DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 17, 2018 Page 2
PRESENTATIONS
1. Marketing Agency Monthly Report
Representatives from AMF + Matchfire reviewed their monthly and upcoming
marketing activities. Highlights included the new swag that has shipped, higher SEM
metrics, website updates, over one hundred new leads from the email sign-up form, and
over 2,300 book a hotel page views in August. Additionally, the agency representatives
reviewed current strategic partnership engagements and the upcoming draft sizzle real.
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, and current Director of Governmental Affairs for the Chamber
presented the monthly PR highlights. She also provided a looking ahead list of
upcoming publications and public relation opportunities.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
Packet Pg. 94
Item 10
DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 17, 2018 Page 3
BUSINESS ITEMS
1. 2017-18 TBID Annual Report
Tourism Manager Cano reviewed the 2017-18 Annual Report with the Board including
highlights on the ten-year anniversary of the TBID, TOT results, branding and
campaign efforts, research completed, travel and tradeshows, promotions, guest
services, financial expenditures, and looking ahead to future goals and actions.
The Board did not have any edits to the 2017-18 TBID Annual Report but did discuss
future TBID liaison projects and Smith Travel Reporting.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD CHAIR
SKIDMORE, CARRIED 4-0, to approve 2017-18 TBID Annual Report.
2. 2018-20 Marketing Plan
Marketing agency representatives walked the board members through the 2018-20
Marketing Plan while highlighting new or shifted sections on marketing objectives,
research, brand pillars, media strategies, and changes in digital marketing.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER
HUTTON, CARRIED 4-0, to approve the 2018-20 Marketing Plan as presented.
3. Goal Setting Parameters
Tourism Manager Cano presented the City of San Luis Obispo’s Fiscal Health
Response Plan and their two-year budget goal setting process. The TBID will begin to
create goals in interest of the community and what they will recommend to City
Council to consider while staying within the parameters and components of the plan.
Board members will begin drafting goals at the next regularly scheduled board meeting.
Public Comments:
None.
Packet Pg. 95
Item 10
DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 17, 2018 Page 4
---End of Public Comments---
No action was taken on this item
TBID LIAISON REPORTS & COMMUNICATIONS
1. Hotelier Update
Board members provided updates on their liaison properties. With the addition of new
board member Hutton, new liaison assignments will be provided and reviewed at the next
regularly scheduled board meeting.
2. Management Committee Update
Tourism Manager Cano reported on the Management Committee meeting of September
6, 2018. Highlights included potential STR reporting adjustments, the conference center
feasibility study, and URL discussion.
3. Marketing Committee Update
Marketing Committee members reported on the Marketing Committee meeting of
September 5, 2018 reviewing the Live Oak Music Festival date confirmation, review of
the Marketing and Media Plans, and the upcoming LA Magazine Food and Wine Event
in partnership with SLO Wine.
4. PCC Update
Vice Chair and PCC Committee Member Wilkins reviewed the actions from the PCC
Meeting on August 8, 2018.
5. SLO CAL Update
Tourism Manager Cano previewed Visit SLO CAL’s Marketing Committee’s potential
co-op opportunities that will be reviewed with TBID’s Marketing Committee in further
detail.
6. Tourism Program Update
Tourism Manager Cano reviewed the following:
• Cal Poly’s Move in Weekend success at SLO Days and Cal Poly Gathering on
the Green, and Evening with the President Events
• MINDBODY Bold Conference in San Diego
• Central Coast Tourism Council
Packet Pg. 96
Item 10
DRAFT Minutes – Tourism Business Improvement District Board Meeting of September 17, 2018 Page 5
• Strategic Partnerships with Cal Poly Athletics, Cal Poly Student Affairs, and
SLO Wine Country.
• Upcoming dates to remember
ADJOURNMENT
The meeting was adjourned at 10:17 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, October 10, 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/XXXX
Packet Pg. 97
Item 10
Page intentionally left
blank.
Packet Pg. 98
Item 10
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