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Home My WebLink About11-14-2018 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, November 14, 2018 10:00 A.M. City Hall- Council Hearing Room CALL TO ORDER: Chair Bruce Skidmore PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the agenda. Public comment for each agenda item will be called for separately and is also limited to 2 minutes per speaker. State law does not allow the board to discuss or take action on issues not on the agenda, except that members of the board may briefly respond to statements made or questions posed by the person giving public comment. Staff may be directed by the board to follow-up on such items and/or place them on the next board agenda. CONSENT ITEMS C.1 Minutes of Meeting on Wednesday, October 10, 2018 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 AMF + Matchfire Marketing Report C.5 Chamber Visitor Center Report C.6 TOT Report PRESENTATIONS 1. MARKETING AGENCY MONTHLY REPORT 10 mins Representatives from AMF and Matchfire will present the quarter report for the marketing activities for the SLO TBID. 2. SLO CHAMBER MONTHLY REPORT 10 mins Representatives from the SLO Chamber will present the quarter report for the Guest Service and Public Relations contracts with the SLO TBID. 3. SLO WINE QUARTER REPORT 15 mins Representatives from the SLO Wine will present the quarter report for the Strategic Promotional Partnership contract 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. WEBSITE AQUISTION DISCUSSION 25 mins Management Committee will present to the TBID Board, the recommendation for the acquisition of the VisitSLO.com website from the SLO Chamber of Commerce. 2. 2019-21 COUNCIL GOAL SETTING 20 mins In preparation for the 2019-21 Financial Plan Goal Setting process, the TBID will continue to discuss and finalize goals for Council to consider. 3. TRADESHOW DELEGATION 5 mins The Board will discuss the selection process for the delegates representing the TBID at the upcoming tradeshows. 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: November 1, 2018 3. MARKETING COMMITTEE UPDATE – Minutes: November 7, 2018 4. PCC UPDATE –Minutes: October 10, 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 November 9, 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. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/10/2018 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, October 10, 2018 Regular Meeting of the Tourism Business Improvement District Board CALL TO ORDER A Regular Meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on Wednesday, October 10, 2018, at 10:00 a.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Skidmore. ROLL CALL Present: Board Members Dean Hutton, Nipool Patel (10:02), Pragna Patel-Mueller, Clint Pearce, LeBren Young-Harris, Vice Chair Matthew Wilkins (10:12), and Chair Bruce Skidmore Absent: None Staff: Tourism Manager Molly Cano and Deputy City Clerk Kevin Christian PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None --End of Public Comment-- 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 PUBLIC COMMENT None --End of Public Comment-- DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/10/2018 Pg. 2 ACTION: MOTION BY COMMITTEE MEMBER HARRIS, SECONDED BY COMMITTEE MEMBER HUTTON, CARRIED 5-0-2, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6. PRESENTATIONS 1. Marketing Agency Quarter Report Representatives from AMF and Matchfire presented a review of the past quarter marketing activities, website and social media metrics, upcoming planned activities, and responded to Board questions. Public Comment None. --End of Public Comment-- No action was taken on this item. 2. Chamber of Commerce Quarter Report Representatives from the SLO Chamber of Commerce presented the quarter report for the Guest Service and Public Relations contracts and responded to Board questions. Public Comment None --End of Public Comment-- No action was taken on this item. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/10/2018 Pg. 3 BUSINESS ITEMS 1. Strategic Plan Request for Proposal Approval (RFP) Tourism Manager Cano reviewed work completed to-date on the Strategic Plan RFP, reviewed the RFP proposal requirements and process document, and presented three timeline options for RFP implementation. Board members discussed pros and cons of the presented timelines. Public Comment None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER PATEL, SECONDED BY COMMITTEE MEMBER PATEL-MUELLER, CARRIED 7-0-0, TO APPROVE THE RFP DOCUMENT WITH THE FOLLOWING TIMELINE: October 2018 - 10/10: TBID Board approval of the RFP November 2018 - 11/1: Open RFP - 11/23: Close RFP December 2018 - 12/6: Management Committee review proposals and narrow down/recommend top proposal(s) - 12/12: TBID Board to select consultant - 12/17: Staff to commence contracting period January 2019 1/1: Contract to begin. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/10/2018 Pg. 4 2. Quarter Two (Q2) Seasonal Promotion Tourism Manager Cano reviewed the program plan for a new Q2 seasonal promotion. The Marketing Team presented the proposed new promotion marketing plan named, “Our Gift to You,” noting that it is a $10k investment, and responded to Board questions. Public Comment Cheryl Wakefield Dusty Colyer-Worth --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER PEARCE, SECONDED BY COMMITTEE MEMBER HARRIS, CARRIED 7-0-0, TO APPROVE THE “OUR GIFT TO YOU” PROMOTION AS PRESENTED. 3. 2019-21 Council Goal Setting Tourism Manager Cano reviewed the goal setting parameters, the TBID 2017-19 community goals as presented to Council, and the 2017-19 City of San Luis Obispo Major City Goals. The Board discussed priorities regarding their 2017-19 goals lists, along with possible edits and new items for 2019-21. Public Comment None. --End of Public Comment-- By consensus, the Board decided to submit their priorities and suggested edits to staff for final consideration during the November meeting. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/10/2018 Pg. 5 4. Smith Travel Reports (STR) Contract Approval Tourism Manager Cano reviewed the current contract, discussed the usefulness of various report data, and presented possible contract adjustments or additions for the 2018-19 STR contract. Public Comment None --End of Public Comment-- A motion by Board Member Patel-Mueller to approve a contract that removes compiled monthly data died for lack of a second. ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER, SECONDED BY COMMITTEE MEMBER WILKINS, CARRIED 7-0-0, TO CONTINUE THE CONTRACT WITH THE FOLLOWING CHANGES: ADD MORRO BAY DATA AND ELIMINATE THE MONTEREY COUNTY / SANTA BARBARA COUNTY COMPARISON DATA ACTION: MOTION BY COMMITTEE MEMBER PEARCE, SECONDED BY COMMITTEE MEMBER WILKINS, CARRIED 7-0-0, TO INCLUDE AN 18-MONTH FORECAST. 5. Property Liaison Assignments The Board reviewed and discussed their preferences concerning current property liaison assignments. Public Comment None --End of Public Comment-- By consensus, the Board directed staff to update assignments per their stated preferences and to provide an updated listing to Board members via email. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/10/2018 Pg. 6 TBID LIAISON REPORTS AND COMMUNICATION 1. Hotelier Update None. 2. Management Committee Update Tourism Manager Cano reviewed the October 4, 2018 meeting. 3. Marketing Committee Update No additional reporting at this time. 4. PCC Update Tourism Manager Cano reviewed the minutes of the September 12, 2018 meeting. 5. SLO CAL Update Board Member Pearce provided an update on the Destination Management Strategy process, additional airline flight work, and provided a brief Hwy. 1 tourism update. Tourism Manager Cano reported on board staff changes. 6. Tourism Program Update Due to time constraints, Tourism Manger Cano will provide the Board with an email update on the Tourism Program. ADJOURNMENT The meeting was adjourned at 12:01 p.m. The next Regular Tourism Business Improvement District Board meeting is scheduled for Wednesday, November 14, 2018 at 10:00 a.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/2018 October 2018 *Please note change in report includes City of Morro Bay Week of September 30, 2018 to October 6, 2018 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 67.3 92.1 74.4 112.51 196.52 142.23 75.75 181.05 105.84 0.3 -0.8 -0.1 0.5 4.5 2.3 0.8 3.6 2.1 City of Pismo Beach 62.5 88.8 70.0 142.56 222.51 171.52 89.16 197.60 120.15 -3.9 -3.8 -3.9 2.3 2.2 2.3 -1.7 -1.6 -1.7 City of San Luis Obispo 69.6 89.1 75.2 130.46 187.55 149.80 90.80 167.15 112.61 14.9 -0.2 9.3 8.3 1.6 3.9 24.5 1.5 13.6 Upscale 76.7 89.5 80.3 150.46 214.60 170.88 115.34 192.04 137.25 11.1 -0.7 7.1 8.3 -1.8 2.8 20.4 -2.4 10.1 Week of October 7, 2018 to October 13, 2018 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 68.2 85.5 73.1 112.23 192.61 139.08 76.50 164.59 101.67 -5.3 -8.1 -6.2 -2.1 3.5 0.0 -7.3 -4.9 -6.2 City of Pismo Beach 67.1 84.0 71.9 142.93 225.88 170.62 95.86 189.80 122.70 -5.0 -9.4 -6.5 2.5 2.9 2.2 -2.7 -6.8 -4.5 City of San Luis Obispo 67.4 84.7 72.3 125.39 190.38 147.15 84.45 161.32 106.41 0.1 -8.8 -3.1 4.0 1.2 1.8 4.2 -7.7 -1.3 Upscale 74.5 89.1 78.7 144.70 214.57 167.31 107.79 191.22 131.63 -1.5 -5.6 -2.9 3.2 -2.6 0.3 1.7 -8.1 -2.6 Week of Ocotber 14, 2018 to October 20, 2018 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 68.3 93.6 75.5 110.59 212.43 146.66 75.49 198.78 110.72 -8.4 -0.5 -5.7 -4.2 2.3 0.2 -12.2 1.8 -5.5 City of Pismo Beach 64.0 92.9 72.3 141.71 253.96 182.95 90.73 236.04 132.25 -8.3 2.4 -4.6 3.1 4.9 5.6 -5.4 7.5 0.7 City of San Luis Obispo 66.9 93.8 74.6 128.04 227.38 163.73 85.71 213.38 122.18 2.7 2.1 2.5 2.7 4.2 3.4 5.5 6.4 5.9 City of Morro Bay 61.1 95.3 70.9 112.20 198.26 145.27 68.53 188.94 102.93 3.5 2.6 3.1 1.7 4.9 3.2 5.2 7.6 6.4 Week of October 21, 2018 to October 27, 2018 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 69.0 84.0 73.3 111.47 182.43 134.70 76.96 153.25 98.76 -6.6 -0.6 -4.7 -3.5 3.6 0.1 -9.9 2.9 -4.6 City of Pismo Beach 67.3 80.3 71.0 137.64 208.86 160.65 92.65 167.79 114.12 -4.5 -4.0 -4.3 5.8 6.8 6.3 1.1 2.5 1.7 City of San Luis Obispo 72.1 83.1 75.2 128.56 177.16 143.90 92.69 147.23 108.28 3.1 -0.4 1.9 3.3 5.5 3.9 6.4 5.1 5.9 City of Morro Bay 62.9 79.6 67.7 109.67 163.03 127.61 68.97 129.84 86.36 5.1 1.8 4.0 5.2 6.8 5.5 10.5 8.7 9.7 Week of October 28, 2018 to November 03, 2018 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total City of Paso Robles 57.9 83.6 65.3 107.38 171.07 130.68 62.21 142.98 85.29 1.3 -0.4 0.7 -0.5 6.3 2.5 0.7 5.9 3.1 City of Pismo Beach 49.6 80.8 58.5 128.05 195.99 154.84 63.54 158.32 90.62 -3.3 8.5 0.8 6.7 10.3 9.3 3.2 19.7 10.1 City of San Luis Obispo 56.3 86.4 64.9 115.98 169.78 136.44 65.25 146.62 88.50 2.4 5.8 3.7 2.3 5.4 4.0 4.7 11.6 7.8 City of Morro Bay 45.8 80.2 55.7 102.60 154.39 123.92 47.04 123.85 68.98 2.1 6.4 3.8 6.5 7.8 7.6 8.7 14.7 11.7 RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Current Week Totals Percent Change Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar Report to City of SLO – TBID and PCC Public Relations Contract October 2018 Media/Community Relations 1. Began working with Jackie McEwan to plan a wellness focused trip to SLO in February. 2. Worked with Visit Berkeley and Visit Clairmont to host Philadelphia Sun travel writer on a multistep ‘beyond the campus’ trip to California. 3. Hosted SLO City portion of press trip for freelancer Mary Charlebois. 4. Pitched upcoming hotel openings to LA Based freelancer Tanvi Chheda. 5. Coordinated City of SLO spokesperson and a few hospitality partners to be on camera with German travel show Wunderschoen. 6. Pitched several SLO properties to House Method for inclusion in their round up of Best Boutique Hotels in the US. 7. Worked with the team at the newly rebranded Kinney to identify hosting opportunities into the future. 8. Submitted the following content for Visit California’s Story Ideas. a. California’s Best Bars i. Sidecar Cocktail Co. ii. BarrelHouse Speakeasy b. Instagram Worthy Hotels i. Granada Hotel and Bistro ii. Garden Street Inn Bed and Breakfast iii. Petit Soleil iv. SLO Brew Lofts v. Butler Hotel vi. Madonna Inn 9. Continued to work with the city, AMF and Matchfire on overall tourism marketing campaign. Report to City of SLO – TBID and PCC Public Relations Contract October 2018 Media Placements 1. Amtrak Pacific Surfliner, Caltrans Introduce New, Cleaner Locomotives at Los Angeles Union Station The Buffalo News highlights 14 new clean diesel-electric passenger Pacific Surfliner trains with service from San Diego to San Luis Obispo. These trains offer an even more sustainable option for visitors looking to have a car free trip to SLO. UVPM: 55,000,000 2. Amtrak Urges Travelers to Book Thanksgiving Trains Early This Year Matador Network & Smarter Travel both encourage travelers to book their seats for a Thanksgiving trip on the Pacific Surfliner to SLO as it is the busiest travel time of the year. UVPM: 3,490,000 3. These 6 Christmas-Themed Hotels Are Seriously Perfect To Spend The Holidays In Apple Farm Inn is number four on the list of top hotels Elite Daily suggests travelers countrywide go to get their fill of Christmas cheer. UVPM: 20,300,000 4. Planning a perfect weekend in wine country? Try SLO County, new travel book says Lonely Planet focuses ion Edna Valley in their latest edition of W ine Country Trails; USA and Canada. The placement was also picked up by Travel Wire News. Report to City of SLO – TBID and PCC Public Relations Contract October 2018 5. Your Ultimate Guide to Southern California Craft Beer—By Train A weeklong brewery tour itinerary of Southern California by train highlighting SLO breweries such as Central Coast, Tap It, Libertine, Bang the Drum, SLO Brew, and Barrelhouse was in MSN, Travel Pulse & three other publications. UVPM: 719,000 6. Stephen Ross Wine Cellars Wine Country this Week features Stephen Ross Wine Cellars, highlighting the urban tasting room, sustainable practices and phenomenal Pinot Noirs. UVPM: 10,000 7. Events in SLO The Tribune posted thrice about fun things to do in San Luis Obispo on three separate days through October including Rocktober Fest at SLO Brew, ‘A Little Bit of Broadway’ at the Fremont & a Cal Poly faculty musical showcase. a. 17 things to do in SLO County on Friday, Oct. 5 b. 16 things to do in SLO County on Sunday, Oct. 7 c. 9 things to do in SLO County on Friday, Oct. 19 UVPM: 856,000 8. A Weekend Getaway from LA // 36 Hours LA Blogger, Runaway Chef, featured numerous SLO businesses such as Len Collective, Ruby Rose & Scout Coffee on her central coast road trip celebrating her anniversary. 9. Road Tripping With Shane Fonner Down The Dreamy Pacific Coast Highway One of A Hotel Life’s contributors, Shane Fonner, features the “charming and delicious” Granada Hotel & Bistro along his Highway 1 road trip. UVPM: 11,200 Report to City of SLO – TBID and PCC Public Relations Contract October 2018 10. Two-Week California Road Trip For Nature Lovers Scottish blogger, Sabina, posted about her dream road trip on her blog Girl vs Globe. The post highlights San Luis Obispo and Madonna Inn specifically as points of interest. 11. Top 10 Historic Trail Drives News resource Kopitiam Bot highlighted a National Geographic article which featured the San Luis Obispo North Coast Byway drive beginning at the Mission de Tolosa. 12. The Kinney San Luis Obispo Hospitality Net announces the new 100 room hotel. The piece calls San Luis Obispo “Central California's vibrant college town known as one of the "happiest places in America." 13. Forget Route 66, This Is Actually America’s Greatest Road Trip. MSN urges readers to visit one of the happiest cities in America and enjoy time exploring all SLO has to offer including dining at Novo and exploring the expansive outdoors. UVPM: 11,100 14. ROAD TRIP: CALIFORNIA’S HIGHWAY 1 Visit California makes note to stop at Madonna Inn and the Copper Café, downtown SLO to explore and stay Thursday for the Farmer’s Market, all in their guide to a quintessential California road trip. Report to City of SLO – TBID and PCC Public Relations Contract October 2018 15. 15 Alternative Escapes That Outdo the Usual Suspects Real Clear | Life partnered with InsideHook, a men’s lifestyle magazine to find substitutes for a few travel destination clichés. They suggest heading to SLO instead of Austin, TX for your BBQ fix. Old San Luis BBQ Company, Firestone Grill, Rib Line & Mo’s Smokehouse make the cut for recommendations. UVPM: 17,000 16. 10 Things to do in San Luis Obispo for First Time Visitors Benjamin Smith highlights his top 10 must do’s while visiting SLO in Money Inc. including Farmer’s Market, visiting the Mission, going to the Railroad & Art Museums & taking a walk through historic downtown. UVPM: 16,000 17. 16 Destinations You Should Visit Before They Become Tourist Traps MSN & Yahoo! both included San Luis Obispo as a top domestic destination noting it’s 80 miles of coastline and 315 days of sunshine a year. UVPM: 14,000 SLOTBID AGENCY REPORT October 2018 HAPPENING NOW • Our Gift to You Seasonal Promotion Buildout • KCBS Radio Campaign Launch • Expedia Campaign Launch SLO VACATIONS • Events Management • Website Management • SLO Happenings Calendar Optimization • Implementation of new Privacy Policy • 360 Video Updates UPDATED PAGES • Salons & Spas • Galleries & Art Events • Downtown SLO • SLO Country Regional Airport SEO • Broken links fixed • Alt image tags added • Position tracking EMAIL • 73 new leads from email sign-up form • Ongoing Welcome Series + Hotel Page Email • October Member Newsletter • SLO Happenings: Welcome SLOTBID AGENCY REPORT SHARESLO • Cross-promotion on Cal Poly social channels • Ticket Tuesday promotion • Community blog posts: -The Best Tacos in SLO -SLO Welcomes: Shannon Len -How to Do SLO: Nightlife STRATEGIC PARTNERSHIPS SLO Wine -LA Magazine The Food Event • Event-day booth and giveaway • Giveaway activation on LA Magazine channels -Harvest on the Coast Print Ad Visit SLO CAL -Co-Op Options Reviewed w/ Marketing Committee Cal Poly Athletics -Getaway Giveaway for Cal Poly Alumni Weekend -Social cross-promotion between ShareSLO and CP Alumni Cal Poly Parent & NSTP -Gathering on the Green Getaway Giveaway Poster OTHER Finalized Campaign Commercials -Digerati & Empty Nester versions • Finalized Content Videos 2 of 6 -Girls Weekend -Guys Weekend • Finalized VR Pillar Videos • Black Diamond Co-Op -Copy and assets provided LOOKING AHEAD Cal Poly Alumni Weekend (Nov. 8-11) Our Gift to You Promotion Period (Nov. 26-Dec. 21) Expedia monthly reporting begins in December October 2018 SLOTBID AGENCY REPORT SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 18,054 32,168 15,518 slocity.org m.facebook.com pinterest.com FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 0 102,527 150,248 2,021 108 1,021 TWITTER New Followers Total Followers Total Engagements #ShareSLO 14 4,118 344 283 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 315 14,201 138,539 3,646 10,499 2,583 PINTEREST Average Daily Profile Impressions Average Daily Profile Users Average Monthly Viewers Average Monthly Engaged 114 40 1,538 41 YOUTUBE SLO Promo Video 44,014 October 2018 Report to City of SLO – TBID Phone Line and Availability Contract October 2018 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 October 2017 October 2018 Calls to 1-877-SLO-TOWN 21 24 15 13 57 73 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 October 2017 October 2018 Email Response 16 17 14 14 72 61 Phone Calls to Hotels 72 78 61 41 235 252 Hotel Referrals Week 1 Week 2 Week 3 Week 4 October 2017 October 2018 Visitors Served (Walk-ins) 1,734 1,557 1,662 1,709 6,918 6,662 Farmers’ Market* n/a 500 500 n/a n/a n/a Hotel Rooms Referred 480 466 491 242 1,708 1,679 *estimate without people counter 2009‐10 2010‐11 2011‐12 2012‐13 2013‐14 2014‐15 2015‐16 2016‐17 2017‐18 2018‐19Change +/‐July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 874,775$ ‐0.6%August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ 779,780$ 6.1%September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ 669,588$ ‐4.5%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$ 653,881$ ‐100.0%May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 626,025$ ‐100.0%June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 795,368$ ‐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$ 7,498,864$ 2,324,143$ ‐69.0%*Figures from Smith Travel Research Report 2017‐18 2018‐19 Change +/‐2017‐18 2018‐19Change +/‐2017‐18 2018‐19Change +/‐July 84.8 85.2 0.5 174.1 175.07 0.6 147.66 149.16 1August 76.3 81.3 6.7 158.22 166.5 5.2 120.67 135.44 12.2September 74.5 72.3 ‐2.9 158.36 163.13 3.0 117.91 117.89 ‐0.02October 70.3 146.93 103.31November 66 135.92 89.66December 61.5 129.11 79.39January 58 118.75 68.89February 69 134.06 92.5March 68.5 139.88 95.85April 72.7 149.73 103.25May 69.7 150.35 104.77June 78.9 174.18 137.37Total/Average 70.85 79.61147.47168.23105.10134.16Occupancy ADRTOT ComparisonRevPARSept. - missing 1x TOT & 24x homestay CITY OF SAN LUIS OBISPO, QUARTER REPORT, JULY-OCT 2018 Partnership Success Measurements: Below is a list of metrics SLOWCA has tracked from July-October 2018: Website: Traffic including referrals to SanLuisObispoVacations.com: Total Referrals: 1829 Totals for SLOWine.com Website: Visits:Pages: July:21,687 55,105 Aug: 22,578 57,997 Sept: 20,712 57,910 Oct: 20,312 56,093 Social media engagement: July: Campaign: Summer Lovin’ Page Likes and FB/IG Brand Recall Lift: Page Views: 4,011 Likes: 110 Reached: 16,680 Impressions: 56,588 Clicks: 364 August: First HOTC Local Traffic Ad, Measured Landing Page Views: 125 Likes: 15 Reached: 10,788 Impressions: 61,456 Clicks: 500 September: HOTC Video Views 1: Local and Out-of-Market. Measured 10-second views: Views: 95,173 Likes: 20 Reached: 135,423 Impressions: 248,659 Clicks: 1,810 October: Report not completed until mid November PR statistics including mentions of San Luis Obispo city within articles: See separate PR Report & Engagement. Number of Roadshow emails collected: Attended LA Magazine Roadshow, 141 signups. Added Malene Airstream and SLO Letters which added big splash at event, lots of attendees and people hanging out at our booth and inside the trailer. Added addition of social sweeps: waiting to collect social sweeps stats in mid-November. Deliverables & Reporting: Create and implement promotional and PR campaigns in coordination with the City’s Tourism Business: Journalist Dave Eckert hosted in San Luis Obispo (hosted at Granada): Attended Farmer’s Market, dinner with Molly Kern & Heather Muran at Novo. Improvement District Marketing Goals and Objectives. Coordinating efforts between the TBID’s agencies and SLO Wine is expected: Coordinated messaging for LA Magazine Food Event. SLO Wine has been compiling data from winery members in collecting responses from visitors who are visiting tasting rooms. For the month of September, we asked wineries to collect data on the following benchmarks including: How Many Visitors, Where are they from, Where are they Staying (City)? 61% of tasters in SLO WIne Country are staying in SLO Lodging Partner Properties. In the month of September, the SLO Wine Country Region saw: -1,307 Visitors (up 15% YOY) -Sales Up 19% YOY -Average Sale pp: $111 -Over $83,000 in Sales (only 70% of tasting rooms reporting) Tourism Business Improvement District Management Committee Minutes November 1, 2018 – 10:00 am City Hall’s Council Hearing Room 990 Palm Street, San Luis Obispo BOARD MEMBERS PRESENT: Bruce Skidmore, Nipool Patel BOARD MEMBERS ABSENT: Pragna Patel-Mueller STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:07 a.m. BUSINESS ITEMS 1. VisitSLO.com Proposal Tourism Manager Cano reviewed the recent discussions with Former Chamber of Commerce CEO, Ermina Karim, who presented the new proposal for TBID consideration. The new proposal outlined the conceptual terms of sale, key commitments and a sale price of $95,000 payable over two years. Brittany Garcia representing Matchfire then presented an overview with two options for the potential purchase of VisitSLO.com and how the SLO TBID will integrate and update SanLuisObispoVacations.com with the revisions. Committee members were able to discuss the proposal from the San Luis Obispo Chamber of Commerce and potential proposed digital updates from Matchfire and ask questions of all parties. Recommendation: The committee recommends the TBID Board approve and move forward with the purchase of the San Luis Obispo Chamber of Commerce’s VisitSLO.com website and associated owned URLs at $95,000. The committee also recommends the TBID Board commit to using Matchfire’s proposed Option #2 for comprehensive site restructuring and redesign at the $50,000 - $60,000 amount. 2. Conference Center Study Tourism Manager Molly Cano with support from Economic Development Manager Charlene Rosales presented the work plan for the Conference Center study and next phase of the research for the City of San Luis Obispo. The committee provided feedback and asked questions but did not have any action to take. Meeting was adjourned at 10:59 a.m. BUSINESS ITEMS NOT DISCUSSED 3. New Business Items a. Committee Discussion b. Future Agenda Items c. Next Meeting Date – Thursday, December 6th, 2018 at 10:00 a.m. Tourism Business Improvement District Marketing Committee Special Meeting Meeting Minutes November 7, 2018 – 10:30 a.m. AMF Media Group – 711 Tank Farm Rd, Suite 210, San Luis Obispo BOARD MEMBERS PRESENT: Dean Hutton, LeBren Harris and Matthew Wilkins (10:41 a.m.) BOARD MEMBERS ABSENT: none STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:35 a.m. BUSINESS ITEMS 1. Influencer Strategy Marketing agency representative Brittany Garcia recapped ShareSLO’s initial influencers and then presented the new program’s strategy, purpose, budget, goals, and tactics used to accomplish a high-level process. The committee provided feedback, asked clarification questions, and supported the strategy provided as is. No action was needed or taken. 2. Seasonal Promotion – Money for a Rainy Day Representatives from the Marketing Agency presented the fourth annual Money for a Rainy Day promotion plan to the committee. Committee members discussed black out dates and weekday booking requirements. Committee members approved the plan as presented and move forward with the promotion excluding the black-out dates of January 19th & 20th and February 16th & 17th, 2019. 3. SLO CAL Co-op Opportunities Marketing Agency representative Courtney Meznarich presented new information on the Arrivalist A3 Platform co-op. She informed the committee that additional tracking specifics will be reviewed with Visit SLO CAL staff to support co-op specific questions and will know more on the number of interested partners after the Visit SLO CAL Marketing meeting on November 13, 2018. The committee discussed the supplemental details provided and felt comfortable with the opportunity. They requested staff and marketing agency representatives to use discretion if any new information becomes available that would make a significant impact or adjustment to the commitment. Should that come up, staff will bring the commitment back to marketing committee. Direction: Committee members directed staff to provide partner commitment to Visit SLO CAL in the Arrivalist A3 Platform co-op based on the information know at this time in the amount of $13,000 from the co-op budget within the marketing agency budget. 4. New Business • Committee Discussion o Our Gift to You Promotion has started and only marketed on Expedia. There have been no qualified entries, so the marketing agency is resolving the ad ineffectiveness with Expedia and will also be adding the promotion to the regularly scheduled SanLuisObispoVacations.com newsletter. o Courtney Meznarich’s last day with AMF Media is November 9th, 2018. Maggie Cox, President, Central California of AMF Media Group will be stepping in as the account interim along with Becky Moore who is currently on the marketing team. • Future Agenda Items - none • Next Committee Meeting: Wednesday, December 5th, 2018 at 10:30 a.m. in City Hall’s Council Hearing Room. Meeting was adjourned at 11:38 a.m. DRAFT Minutes – Promotional Coordinating Committee Meeting of October 10, 2018 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, October 10, 2018 Regular Meeting of the Promotional Coordinating Committee CALL TO ORDER A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on Wednesday, October 10, 2018 at 5:30 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Dixon. ROLL CALL Present: Committee Members Melissa Godsey (5:33), John Thomas, Matthew Wilkins (5:36), Vice Chair Daniel Levi and Chair Zoya Dixon Absent: Committee Members Diana Cozzi and Dana Matteson Staff: Tourism Manager Molly Cano and Deputy City Clerk Kevin Christian PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None --End of Public Comment-- CONSENT ITEMS This item was heard following the Presentation Items. C.1 Minutes of the Regular Meeting of Wednesday, September 12, 2018 C.2 2018-19 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid Support Report C.5 Visitor Center Report C.6 SLO Happenings Activity Report C.7 TOT Report DRAFT Minutes – Promotional Coordinating Committee Meeting of October 10, 2018 Page 2 PUBLIC COMMENT None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECONDED BY COMMITTEE MEMBER WILKINS, CARRIED 5-0-0, TO APPROVE THE CONSENT AGENDA ITEMS 1 THROUGH 7. PRESENTATIONS Presentation items were heard prior to the Consent Items. 1. SLO Chamber of Commerce Quarterly Update Representatives from the SLO Chamber of Commerce presented the past quarter report for Guest Services and Public Relations contracts and responded to Committee questions. Public Comment None --End of Public Comment-- No action was taken on this item. 2. SLO Happenings Program Quarterly Promotions Update Brittany Garcia, Matchfire Account Director, reported on the transition from the SLOHappenings App, to the SLO Happenings Social Channels and website conduits. Homepage interface elements, event calendaring, and a review of various changes and revelations related to the startup were presented. Public Comment None --End of Public Comment-- No action was taken on this item. DRAFT Minutes – Promotional Coordinating Committee Meeting of October 10, 2018 Page 3 BUSINESS ITEMS 1. 2019-21 Council Goal Setting Tourism Manager Cano reviewed the goal setting parameters, the PCC 2017-19 community goals as presented to Council, and the 2017-19 City of San Luis Obispo Major City Goals. The Committee discussed the following themes for their draft goals:  Quality of Life and Public Art  Bike friendly / Sustainability  Homelessness / Mental Health and Safety  Vitality of downtown and other business districts  Open Space Public Comment None --End of Public Comment-- By consensus, the Committee directed staff to create draft goals from the above list to be finalized at the next meeting. 2. 2018-19 Budget Status Update Tourism Manager Cano presented the PCC program budget status update for the 2018-19 fiscal year. The PCC received approval for the $2,000 carryover request for the strategic plan updated in 2018-19. Additionally, it was noted that checks for approved GIA grants have now been approved for release. Public Comment None --End of Public Comment-- No action was taken on this item. DRAFT Minutes – Promotional Coordinating Committee Meeting of October 10, 2018 Page 4 PCC LIAISON REPORTS AND COMMUNICATION 1. GIA Update It was noted that Committee Members needing assistance answering questions from grant recipients, can use the Chamber of Commerce account representatives as a primary resource. No liaison updates were presented at this time. 2. TBID Board Report Committee Member Wilkins reported on the October 10, 2018 meeting, highlighting discussion on the Smith Travel Report. Tourism Manager Cano reviewed the September 17, 2018 meeting, highlighting the TBID annual report presented to City Council, October 2, 2018. 3. Tourism Program Update Tourism Manager Cano presented an update on the recent and upcoming Tourism Program activities, including:  Public Hearing for the TBID will be at the City Council meeting on October 16, 2018  Cal Poly focused promotions  SLO Discovery Weekends January 24-27 and March 7-10  Mustang Family Weekend, October 19-21  MINDBODY Bold Conference  LA Magazine Food event ADJOURNMENT The meeting was adjourned at 6:56 p.m. The next Regular Promotinal Coordinating Committee meeting is scheduled for Wednesday, November 14, 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