HomeMy WebLinkAbout10-10-2018 TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business
Improvement District Board
Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public
inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours.
Wednesday, October 10, 2018
10:00 A.M.
City Hall- Council Hearing Room
CALL TO ORDER: Chair Bruce Skidmore
PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the
agenda. Public comment for each agenda item will be called for separately and is also limited to 2 minutes per
speaker.
State law does not allow the board to discuss or take action on issues not on the agenda, except that members
of the board may briefly respond to statements made or questions posed by the person giving public comment.
Staff may be directed by the board to follow-up on such items and/or place them on the next board agenda.
CONSENT ITEMS
C.1 Minutes of Special Meeting on Wednesday, September 17, 2018
C.2 Smith Travel Report
C.3 Chamber Public Relations Report
C.4 AMF + Matchfire Marketing Report
C.5 Chamber Visitor Center Report
C.6 TOT Report
PRESENTATIONS
1. MARKETING AGENCY QUARTER REPORT 15 mins
Representatives from AMF and Matchfire will present the quarter report for the marketing activities for
the SLO TBID.
2. CHAMBER QUARTER REPORT 15 mins
Representatives from the SLO Chamber will present the quarter report for the Guest Service and Public
Relations contracts with 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. STRATEGIC PLAN REQUEST FOR PROPSAL APPROVAL 10 mins
The Management Committee and staff will present the Strategic Plan RFP information and process
timeline for the Board’s consideration and approval.
2. QUARTER TWO SEASONAL PROMOTION 15 mins
Based on the direction from the Marketing Committee, the Marketing Agency will present the program
plan for a new Q2 seasonal promotion for the Board’s review and approval.
3. 2019-21 COUNCIL GOAL SETTING 20 mins
In preparation for the 2019-21 Financial Plan Goal Setting process, the TBID will discuss and begin to
draft goals for Council to consider.
4. SMITH TRAVEL REPORTS (STR) CONTRACT APPROVAL 10 mins
Staff will present the recommended contract adjustments to the 2018-19 STR reports and contract for the
Board’s approval.
5. PROPERTY LIAISON ASSIGNMENTS 5 mins
The Board will review the revised property liaison assignments.
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: October 4, 2018
3. MARKETING COMMITTEE UPDATE – Minutes: October 3, 2018
4. PCC UPDATE –Minutes: September 12, 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 October 5, 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, 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
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.
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.
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
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
September 2018Week 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 7.5Week of September 2, 2018 to September 8, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 65.2 75.7 68.2 125.93 177.38 142.26 82.05 134.29 96.98 -4.8 -21.3 -10.7 -1.0 -10.9 -7.1 -5.7 -29.9 -17.0City of Pismo Beach 67.3 79.7 70.8 174.84 223.96 190.63 117.69 178.48 135.06 -10.6 -17.1 -12.83.7 -6.9 -1.2 -7.3 -22.8 -13.8City of San Luis Obispo 63.8 77.6 67.8 142.06 195.07 159.39 90.69 151.30 108.01 -12.6 -18.5 -14.6 1.7 -13.7 -5.8 -11.1 -29.7 -19.6EconomyMidscaleUpscale68.6 83.2 72.8 158.04 213.01 175.99 108.41 177.21 128.07 -13.5 -13.7 -13.6-1.8 -16.4 -8.2 -15.1 -27.9 -20.7Week of September 9, 2018 to September 15, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 71.7 90.2 77.0 114.83 200.93 143.66 82.33 181.27 110.60 0.3 10.7 3.5 -2.6 7.9 3.1 -2.4 19.5 6.8City of Pismo Beach 68.3 93.2 75.4 146.74 252.56 184.11 100.18 235.37 138.80 -5.4 11.2 -0.1 3.918.7 12.3 -1.7 32.0 12.2City of San Luis Obispo 66.7 90.3 73.5 135.29 227.85 167.81 90.25 205.86 123.28 -1.1 23.2 6.2 5.1 27.2 16.5 3.9 56.7 23.8EconomyMidscaleUpscale74.9 93.2 80.1 152.42 249.29 184.59 114.21 232.24 147.93 -1.9 19.8 4.4 2.0 21.3 11.5 0.1 45.3 16.4Week of September 16, 2018 to September 22, 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 71.6 90.6 77.0 113.53 194.18 140.64 81.30 176.01 108.36 -3.6 0.9 -2.1 -3.9 3.4 -0.2 -7.4 4.3 -2.3City of Pismo Beach 70.2 89.8 75.8 145.30 228.62 173.50 101.97 205.18 131.46 -4.9 0.1 -3.3 1.1 8.2 4.6 -3.9 8.2 1.2City of San Luis Obispo 68.1 88.6 74.0 128.06 181.76 146.43 87.26 161.04 108.34 5.7 2.0 4.4 1.8 1.2 1.3 7.7 3.3 5.8EconomyMidscaleUpscale76.3 90.4 80.3 143.47 202.45 162.44 109.43 183.02 130.45 1.3 3.0 1.8 0.6 -4.3 -1.3 1.9 -1.5 0.5Week of September 23, 2018 to September 29,2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 67.6 86.7 73.1 113.06 188.64 138.68 76.44 163.53 101.33 -10.4 1.2 -6.7 -4.44.2 0.6 -14.3 5.5 -6.2City of Pismo Beach 69.3 87.0 74.4 146.12 220.84 171.09 101.29 192.19 127.26 -9.0 -0.6 -6.3 2.54.7 4.3 -6.7 4.1 -2.3City of San Luis Obispo 69.1 86.0 74.0 134.00 193.06 153.63 92.64 166.09 113.63 -4.3 4.2 -1.6 0.2 6.9 3.5 -4.1 11.4 1.8EconomyMidscaleUpscale79.4 88.7 82.0 153.03 219.20 173.47 121.44 194.44 142.30 -4.6 3.9 -2.1 -0.13.3 1.9 -4.6 7.3 -0.3Current Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParRevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2018
Media/Community Relations
1. Worked with German travel show Wunderschoen to coordinate filming and interviews in
San Luis Obispo.
2. Pitched activities in San Luis Obispo to be included in upcoming SLO Cal FAM trips
focusing on active and craft themes.
3. Submitted winter SLO City supported events to Santa Barbra Seasons Magazine:
a. Art After Dark
b. SLO Rep
c. Cal Poly Arts
d. Central Coast children’s Choir winter concerts
e. SLO Blues Dance Concert
4. Coordinated the SLO City portion of Dan Koday’s trip to San Luis Obispo with SLO
CAL.
5. Submitted pitched on romance, history, harvest and Halloween for inclusion in CCTC
press outreach.
6. Continued planning press trip for freelancer Mary Charlebois.
7. Worked with CCTC team to coordinate day trip to SLO for USA Today columnist
Christopher Elliot.
8. Began coordinating press trip for Philadelphia Sun travel writer.
9. Coordinated press trip for Dallas based writer Stephen Lindsey on assignment with He
Said Magazine.
10. Provided photos of San Luis Obispo to ACT4 Magazine.
11. Submitted the following content for Visit California’s Story Ideas.
a. What’s New
i. SLO Brew Rock – Entertainment Venue
ii. Croma Vera’s new tasting room in SLO
b. Quirky Accommodations
i. Preponderance of pink at the Madonna Inn
ii. Ultimate beer-cation getaway
iii. The Butler Hotel, a tech-savvy traveler’s dream
c. Always in season: California Grown
i. Downtown SLO Farmers’ Market
ii. The biggest little market in SLO (weekend farms market)
iii. Roll out the barrels
12. 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
September 2018
Media Placements
Destination highlights
1. 9 Travel Destinations That Will Be Huge in 2019
Pure Wow names San Luis Obispo as one of the top
travel destinations for 2019 citing experiences like wine
country, proximity to beaches, Farmers’ Market, and
year round sunshine.
UVPM: 3,780,000
2. The Perfect Weekend In San Luis Obispo
Samantha Brown highlights time in San Luis Obispo
including Bubblegum Alley, the Drive-In, Architecture
Graveyard hike and Madonna Inn in her Places to Love
post.
UVPM: 51,000
3. Visit California Media Pitches
A number of recent Visit California media pitches were
recently picked up including:
a. One of a Kind Wineries
b. Alternate transportation in the Golden State
c. It's Easy to Eat Green in California
d. Make Sweet Memories in California
e. Score First-Hand Insight into California Sports
4. All Things Kate
Kate Retherford shares two blog posts about her
Bachelorette trip to San Luis Obispo:
f. How To Plan A Bachelorette Getaway
g. An Extended Weekend Getaway To San Luis
Obispo, California
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2018
5. 9 destinații care vor fi preferate de turiști în 2019 (9
destinations to be preferred by tourists in 2019)
Elle Romaina shares top travel destinations in 2019
including winetasting in San Luis Obispo.
UVPM: 41,000
6. Move over, Paso. SLO County has a new top wine
destination
The Tribune includes a story focusing on SLO Wine
Country in the most recent edition of Vintages.
UVPM: 856,264
Circulation: 80,000
7. San Luis Obispo Airport ranked seventh-fastest
growing airport in North America
Paso Robles Daily News shares study that shows
SLO as one of the fastest growing airports in North
America.
UVPM: 31,000
Events
8. Your Central Coast A&E Calendar
Santa Maria Times includes a number of SLO City supported events in their monthly
calendar of regional arts and entertainment events.
UVPM: 196,000
9. Boots ‘N Brews Kicks Up Country Music & Beer Festival At The Madonna Inn
Pub Club features the Boots and Brews festival.
10. 19 things to do in SLO County on Friday, Sept. 14
SLO City supported events are included in the Tribune’s weekly roundup of events and
activities on the Central Coast.
UVPM: 856,264
11. SLO’s version of Comic-Con will feature creators, artists and a squad of
stormtroopers
Tribune article about upcoming comic festival highlights nationally renowned, locally
based talent.
UVPM: 856,264
12. More twang for your buck
New Times covers Boots and Brews in their top picks for food and drink.
UVPM: 34,988
SLOTBID AGENCY REPORT September 2018
HAPPENING NOW:
• Finalizing 2 Campaign
Commercials
• Inspiration Guide and
Mini-Brochure Updates
• SLO CAL Co-Ops Review
• Guys Weekend and Girls
Getaway Content Videos
• SLOTBID Infographic
• Finalizing paid media
submissions
SLO VACATIONS
• Events management
• SLO Happenings Calendar
Optimization
UPDATE PAGES
• Mission page
• Nightlife page
• Performing Arts page
• Galleries & Events page
• Cal Poly page
• Media page
SEO
• Broken links fixed
• Alt image tags added
• Position tracking
EMAIL
• 95 new leads from email
sign-up form
• Ongoing Welcome Series +
Hotel Page Email
• September Newsletter
• SLO Happenings Newsletter
SLOTBID MARKETING PLAN
DISCOVER
SAN LUIS OBISPO
ITINERARY INSPIRATION AND MAP
SLOTBID AGENCY REPORT September 2018
SHARESLO
• Cross-promotion on Cal Poly social channels
• Influencer activation on ShareSLO Instagram:
@the.rooted.yogi
• Community Blog Posts:
-Top 5 Things to Do in SLO
With Your New Mustang
-Top Things to Do This Fall
-Destination Wedding:
Starring Keanu Reeves & Winona Ryder
STRATEGIC PARTNERSHIPS
Cal Poly Athletics
-Alumni Weekend Facebook Promotion
Development
-Final 18-19 season deliverables
MINDBODY Bold
-Getaway Giveaway for BOLD Conference
-Signage for BOLD Conference
Cal Poly NSTP & Parent Program
-Updated 2019 Rack Card Save the Date
-Gathering on the Green – Getaway Giveaway
Visit California
-California Wine Month
OTHER
• 2018–2020 Marketing Plan Finalized
• 2018–2019 Media Plan Finalized
• 2017–18 Sizzle Reel
• 2017–18 Annual Report
• Swag branded journals, socks, chapsticks,
thumbdrives, bags and bubblegum
EVENTS
• Boots & Brews – PA read and video submitted
LOOKING AHEAD
• Mustang Family Weekend (October 19-21)
• Festival Mozaic WinterMezzo (October 26-28)
Win the Cal Poly Very Important Parent Package!
• $1,000 to spend at a San Luis Obispo
lodging property of your choice!
• Use it to visit your Mustang until June 2019!
Be here.
Plan your trip today at SanLuisObispoVacations.com
1-877-SLO-TOWN
To enter visit bit.ly/slodays
You’ll be the first to know about exclusive events and offers for
Cal Poly parents and supporters.
SLOTBID AGENCY REPORT September 2018
SESSIONS PAGE VIEWS USERS REFERRALS
SanLuisObispoVacations.com 15,014 29,867 12,361
slocity.org
pinterest.com
m.facebook.com
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per Post
Average Daily Page Engaged Users
Total Engagements
0
102,673
128,381
2,395
86
898
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
30
4,118
629
304
INSTAGRAM
New Followers
Total Followers
Total Reach
Average Reach per post
Total Engagements
#ShareSLO
337
13,886
141,306
3,719
20,501
2,684
PINTEREST
Average Daily Profile Impressions
Average Daily Profile Users
Average Monthly Viewers
Average Monthly Engaged
120
62
606
18
YOUTUBE SLO Promo Video 43,494
Report to City of SLO – TBID
Phone Line and Availability Contract
September 2018
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
September
2017
September
2018
Calls to
1-877-SLO-TOWN
18 26 19 12 69 75
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
September
2017
September
2018
Email Response 18 18 13 14 71 63
Phone Calls to
Hotels
86 81 61 47 240 275
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
September
2017
September
2018
Visitors Served
(Walk-ins)
1,240 1,149 2,309 1,025
6,057 5,723
Farmers’ Market* n/a 500 500 n/a 1,000 1,000
Hotel Rooms
Referred
496 474
365
260
1,722 1,595
*estimate without people counter
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 Change +/-
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 815,906$ -7.3%
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 2 hotel & 10 homestay
Informal Request for Proposal
San Luis Obispo Tourism Business Improvement District
Strategic Plan Development
The City of San Luis Obispo’s Tourism Business Improvement District (TBID) is seeking consultant
services to assist in the development of a comprehensive strategic plan. The plan will include long-term
goals, measurable objectives and outcomes, and proposed strategies to meet the constituent needs to
achieve the mission of the TBID for the next five years.
Background:
In 2008 the City of San Luis Obispo established a Tourism Business Improvement District and appointed
an advisory board comprised of city hoteliers to make recommendations to Council regarding the use of
the assessment funds. The board’s primary focus is to promote San Luis Obispo as a tourist destination
to enhance the economic well-being of the lodging industry. The primary purpose of the overall
marketing strategy is to encourage overnight travel and extended stays in San Luis Obispo from visitors
within California and beyond.
In 2014 the TBID Board adopted the first comprehensive five-year TBID Strategic Clarity document for
2014-2019. As this plan timeframe comes to an end, the Board is looking to revisit the process and
establish a new plan pertinent to the changing tourism landscape in San Luis Obispo.
Workscope:
The TBID Board is seeking an experienced, professional facilitator to perform the following, in
collaboration with the TBID constituents, city staff, marketing agency, and various contractors:
• Facilitate planning retreat inclusive of constituents, marketing agency, contractors, and City
staff.
• Facilitate the strategic planning process using a methodology effective for the tourism industry.
• In partnership with the City of San Luis Obispo Tourism Manager, gather data through
constituent research and survey to identify needs over the next five-year period.
• Develop a five-year strategic plan that identifies TBID priorities, goals, objectives, and strategies.
• Targeted retreat date: Winter 2018-19
• Strategic Plan Presentation to TBID Board: Spring 2019
Proposal Requirements:
Proposals must include the following elements:
• A cover letter providing a brief description of the firm or individual, name, address of consultant,
telephone number, e-mail of principal contact person.
• Executive summary of the highlights of the proposal, which should not exceed one page in
length, but convey the facilitator understands the purpose and expected outcomes of this
project.
• A list of key personnel who would be involved in the process, with a description of their
backgrounds and areas of expertise.
• A summary of the consultant’s qualifications and relevant experience. The TBID seeks a
facilitator who has considerable experience in the development of strategic plans. The facilitator
must also possess knowledge of tourism industry, trends, and functions.
• A work plan that contains a description of the methodology, tasks, timeline, and an estimate of
the amount of time that would be spent on the project.
• An example of the final project document.
• A project budget which includes consulting costs, clerical costs, and data analysis costs. Indicate
a “not to exceed” total cost.
• References. Contact information for at least three organizations for which the facilitator has
provided strategic planning services.
Selection Criteria:
The proposals will be reviewed and evaluated by the TBID Board. Criteria for evaluation will include:
• Responsiveness of the written proposal to the purpose and scope of the project.
• Demonstrated knowledge, skills, and experience in conducting strategic planning projects
• Methodology for carrying out tasks in the scope of work.
• Proposed fees.
• Satisfactory performance record.
• Ability to meet deadlines and operate within budget.
• Excellent written and oral communications skills.
The responding consultants bear sole risk and responsibility for costs incurred in the preparation and
delivery of the proposal.
The City of San Luis Obispo will not reimburse costs of preparing the responses.
All information submitted will become public record.
Submission:
Proposals should be submitted electronically to Molly Cano, Tourism Manager, no later than 5:00 pm on
DATE TBD.
Staff Contact:
Molly Cano
mcano@slocity.org
Tourism Business Improvement District
Management Committee
Minutes
October 4, 2018 – 10:00 am
City Hall’s Council Hearing Room
990 Palm Street, San Luis Obispo
BOARD MEMBERS PRESENT: Pragna Patel-Mueller, Bruce Skidmore
BOARD MEMBERS ABSENT: Nipool Patel
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:02 a.m.
BUSINESS ITEMS
1. VisitSLO.com Proposal
Tourism Manager Cano reviewed the discussions and proposal received from the San
Luis Obispo Chamber of Commerce. Ermina Karim, Former Chamber of Commerce
CEO and current proposal representative, presented the conceptual terms for sale with the
committee. Committee members were able to discuss and ask questions. No actions or
direction were taken by committee members at this meeting.
Meeting was adjourned at 10:37 am
BUSINESS ITEMS NOT DISCUSSED
2. Strategic Plan RFP Review
3. Smith Travel Reports
4. New Business Items
a. Committee Discussion
b. Future Agenda Items
c. Next Meeting Date – Thursday, November 1st, 2018 at 10:00 a.m.
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
October 3, 2018 – 10:30 a.m.
Council Hearing Room - 990 Palm St, San Luis Obispo
BOARD MEMBERS PRESENT: Dean Hutton and LeBren Harris
BOARD MEMBERS ABSENT: Matthew Wilkins
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:38 a.m.
BUSINESS ITEMS
1. Marketing Contract Budget Review
AMF representative, Courtney Meznarich, reviewed how the approved media plan fits within the
2018-19 Marketing Services contract budget. Committee members provided feedback and
discussed general clarifications which staff and agency representatives addressed.
2. Co-Op Opportunities
Representatives from the Marketing Agency presented three co-op advertising options, with Visit
SLO CAL, to the committee along with their recommendations. The committee discussed each
option, reviewed how they fit within overall marketing goals, and what they would like to see out
of future co-op opportunities. Based on the information presented by the agency, the committee
decided to not pursue the Arrivalist A3 or Spring Domestic and Platform co-ops at this time. The
committee provided direction to staff and agency to inquire pursue more questions and
clarifications with Visit SLO CAL on co-op opportunities.
Action: The committee will commit to the Fall International Marketing with Brand USA
Destination Landing Page co-op at $5,000 with Europe as the selected international market.
3. Seasonal Promotions
Marketing Agency representatives reviewed the two place holders for seasonal promotions
including the annual Money for a Rainy Day and a recommended Fall or Winter promotion. The
committee brainstormed additional seasonal promotion ideas and discussed the best seasons for
the second promotion option.
The committee provided direction to the agency to assemble a program project plan to present at
the October 10, 2018 board meeting due to a tight timeline. The plan is to include splitting the
second promotion into two parts that will encompass an early winter promotion and a spring
promotion. Additionally, the plan will present suggested promotional weeks based off data.
Action: The Marketing Committee will invest $10k from the earmarked second seasonal
promotion to move forward with a Flash Sale in the Second Quarter and earmark the remaining
$12k to a Spring promotion.
1. New Business
• Committee Discussion – none
• Future Agenda Items - none
• Next Committee Meeting: Wednesday, November 7th, 2018 at 10:30 a.m.
relocated to AMF Conference Room at 711 Tank Farm Road, Suite 210.
Meeting was adjourned at 11:54 a.m.
Minutes – Promotional Coordinating Committee Meeting of September 12, 2018 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, September 12, 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, September 12, 2018 at 5:30 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Chair Zoya Dixon.
ROLL CALL
Present: Committee Members Diana Cozzi, Melissa Godsey (arrived 5:34 pm), Dana Matteson,
John Thomas, Matthew Wilkins (arrived 5:52 pm), Vice Chair Daniel Levi and Chair
Zoya Dixon
Absent: None.
Staff: Tourism Manager Molly Cano and Deputy City Clerk Heather Goodwin.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT AGENDA
ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECOND BY COMMITTEE
MEMBER MATTESON CARRIED 5-0-2 (COMMITTEE MEMBERS GODSEY AND
WILKINS ABSENT) to approve the Consent Agenda items C1 to C7.
C.1 Minutes of the Meeting on August 8, 2018
C.2 2018-19 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
Minutes – Promotional Coordinating Committee Meeting of September 12, 2018 Page 2
C.7 Transit Occupancy Tax (TOT) Report
PRESENTATIONS
1. Introduction of Economic Development Manager
Tourism Coordinator Molly Cano introduced Charlene Rosales as the new Economic
Development for the City of San Luis Obispo.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. Presentation on Parks & Recreation Master Plan
Senior Planner Shawna Scott provided a brief presentation entitled “The Parks and
Recreation Master Plan and General Plan Element Update.” Responded to committee
member inquiries. Tourism Manager Cano passed out comment cards to each of the
committee members for feedback.
Public Comments:
Molly Kern, San Luis Obispo Chamber of Commerce
---End of Public Comments---
Discussion ensued regarding the comment cards that were passed out at the beginning of
the meeting. Tourism Manager Cano encouraged each of the committee members to fill
out the comment cards, share them with friends, colleagues, and neighbors to help get
engage the community. Stated that she would also be emailing a link to the open City
Hall web page to each of the committee members for them to share.
No action was taken on this item.
3. SLO Chamber of Commerce Monthly Report
Chamber of Commerce representative Molly Kern provided an overview of events and
program for the past two months.
Public Comments:
None.
---End of Public Comments---
Minutes – Promotional Coordinating Committee Meeting of September 12, 2018 Page 3
No action was taken on this item.
BUSINESS ITEMS
1. 2019-21 Financial Plan Goal Setting Parameters
Tourism Manager Cano provided a brief presentation entitled “Advisory Bodies 2019-
21 Financial Plan Goal Setting Parameters.” Responded to committee member
inquiries.
The committee asked that the following items be provided at the next meeting:
• 2017-19 PCC Goals
• Financial Plan Template
• Survey that was provided from the August 8th PCC meeting
• Link to the current City Goals
• Slide that talks about the City’s goal parameters
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. PCC Strategic Plan New Initiative Discussion
The committee continued the discussion for the development of a new program or
initiative to be implemented in 2018-19 based on the PCC Strategic Plan document.
Committee members presented and discussed the project ideas prepared by each
committee member.
Below is a list of the proposals discussed by each of the committee members.
Highlighted in yellow were the top 3 proposals that ranked the highest in satisfying the
3 key questions. See table below with detailed information.
Minutes – Promotional Coordinating Committee Meeting of September 12, 2018 Page 4
Discussion ensued regarding the topic of “community pace making.” Tourism
Manager Cano stated that at a future meeting she would invite City Manger Derek
Johnson or Interim Deputy City Manager Greg Hermann to come discuss the concept
of “community pace making.” Encouraged committee members to develop new ideas
to share for the next committee meeting.
Committee Member Cozzi left the meeting at 7:35 p.m.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants In Aid (GIA) Update
Tourism Manger Cano provided a brief update to the Grants In Aid funding. Noted that
the Jazz Festival will not be collecting funds this year; stated that they changed their
festival date.
2. TBID Board Report
Tourism Manger Cano stated the September 12th TBID board meeting was cancelled.
The meeting was rescheduled for Monday, September 17th. Provided an update to from
the August 20th meeting.
3. Tourism Program Update
Tourism Manager Cano provided a Tourism Program Update.
ADJOURNMENT
The meeting was adjourned at 7:47 p.m. The next regular meeting of the Promotional Coordinating
Committee is scheduled for Wednesday, October 10, 2018 at 5:30 p.m., in the Council Hearing
Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2018