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12-12-2018 TBID AgendaPacket
City 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, December 12, 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, November 14, 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. SLO TROLLEY REPORT 15 mins Gamaliel Anguiano, Transit Manager will present an overview of the Old SLO Trolley services. 2. MARKETING AGENCY MONTHLY REPORT 10 mins Representatives from AMF and Matchfire will present the quarter report for the marketing activities for the SLO TBID. 3. SLO CHAMBER MONTHLY REPORT 10 mins Representatives from the SLO Chamber will present the monthly report on the Public Relations activities. BUSINESS ITEMS Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of public testimony. 1. 2019 TRAVEL & ADVENTURE SHOW DELEGATION SELECTION 5 mins The Board will complete the selection of the delegates to represent the TBID at the upcoming Bay Area & Los Angeles Travel & Adventure Shows in 2019. 2. TRAVMEDIA IMM USA 2019 CCTC REPRESENATION CO-OP 15 mins Staff will present the opportunity to participate in the California Pavilion at IMM as a representative for the Central Coast Tourism Council. 3. WEBSITE UPDATE PROPSAL 15 mins Management Committee will present the recommendation for the approval of the website update proposal including the scope of work, timeline and payment schedule. 4. TBID STRATEGIC PLAN CONSULTANT SELECTION 15 mins Management Committee will present the recommendation of the consultant from the Strategic Plan Development proposals received through the Bid Specification 1811-001 for approval of the Board. 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: December 6, 2018 3. MARKETING COMMITTEE UPDATE – Minutes: December 5, 2018 4. PCC UPDATE –Minutes: November 14, 2018 5. SLO CAL UPDATE – Liaison Reports; October Activity Report & September STR 6. TOURISM PROGRAM UPDATE – Staff Report ADJOURN. POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on December 7, 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 11/14/2018 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, November 14, 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, November 14, 2018, at 10:07 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, LeBren Young-Harris, Pragna Patel-Mueller (10:07), Vice Chair Matthew Wilkins (10:08), Nipool Patel (10:08), and Chair Bruce Skidmore Absent: Clint Pearce Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Molly Kern, Director of Governmental Affairs for the San Luis Obispo Chamber of Commerce, introduced Jacqui Clark-Charlesworth as her replacement for the Public Relations position on the account. --End of Public Comment-- 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 PUBLIC COMMENT None DRAFT Minutes – Tourism Business Improvement District Board Meeting of 11/14/2018 Pg. 2 --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECONDED BY COMMITTEE MEMBER HARRIS, CARRIED 6-0-1, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6. PRESENTATIONS 1. Marketing Agency Monthly Report Representatives from AMF and Matchfire presented a review of the October month’s 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 Monthly Report Representatives from the SLO Chamber of Commerce presented the previous month’s 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. 3. SLO Wine Quarter Report Representatives from SLO Wine Country presented the quarter report for the SLO Wine contracts and responded to Board questions. In addition to her reports, Heather Muran of SLO Wine announced that her job posting is live and that she will be continuing as is until the end of 2018. Public Comment DRAFT Minutes – Tourism Business Improvement District Board Meeting of 11/14/2018 Pg. 3 None --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. WEBSITE AQUISTION DISCUSSION With the recommendation from the Management Committee, Tourism Manager Cano presented the recommendation for the acquisition of the VisitSLO.com website from the SLO Chamber of Commerce to the Board. Board members provided feedback and asked questions of the Management Committee and staff. Public Comment Molly Kern --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER, SECONDED BY COMMITTEE MEMBER PATEL CARRIED 5-0-1-1, TO APPROVE THE URL ACQUISITION AS PRESENTED FOR $95K OVER TWO YEARS. BOARD MEMBER HARRIS WAS RECUSED DUE TO CONFLICT OF INTEREST. By consensus, the Board directed staff to complete a timeline, budget, and plan of Matchfire’s additional website services proposed for the Management Committee to review. 2. 2019-21 COUNCIL GOAL SETTING Board members discussed and edited their finalized 2019-21 Financial Plan Goals for Council to consider. Public Comment None --End of Public Comment-- By consensus, the Board finalized their goals for consideration by Council. No action was taken on this item. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 11/14/2018 Pg. 4 3. TRADESHOW DELEGATION The Board discussed the process for the delegates representing the TBID at the upcoming tradeshows. The Board directed staff to move forward with collecting interested delegates for the randomly selected lottery. Public Comment None --End of Public Comment-- TO RECEIVE AND FILE: MOTION BY COMMITTEE MEMBER WILKINS, SECONDED BY COMMITTEE MEMBER HUTTON, CARRIED 6-0-1, TO APPROVE AND CONTINUE THE LOTTERY PROCESS FOR TRADESHOW DELEGATE SELECTION. TBID LIAISON REPORTS AND COMMUNICATION 1. Hotelier Update Board Member Patel-Mueller recently attended an event where she connected with many of the economy to mid-scale property owners in San Luis Obispo. She in took their concerns about the new properties coming into market and how TBID will help them gain more business. The Board discussed ideas and feedback. Board Member Harris announced that a TownePlace Suites by Marriott will be expected to open in early 2020 with a 15 month buildout. Tourism Manager Cano reminded the Board that the member newsletter has gone out, the updated liaison assignments have been emailed, and that she has been meeting with the three new properties on a more regular basis. 2. Management Committee Update Tourism Manager Cano reviewed the November 1, 2018 meeting. 3. Marketing Committee Update Marketing Committee Members Harris and Wilkins reviewed the November 7, 2018 meeting. 4. PCC Update DRAFT Minutes – Tourism Business Improvement District Board Meeting of 11/14/2018 Pg. 5 Tourism Manager Cano reviewed the minutes of the October 10, 2018 meeting. 5. SLO CAL Update Tourism Coordinator Burns reported on the November 13, 2018 SLO CAL Marketing Committee Meeting. 6. Tourism Program Update Tourism Manager Cano reported on SLO Discovery Weekend dates and open ticket sales, Visit CA Outlook Forum registration has started for February 2019, Cano and Burns will attending the CCTC workshop in Monterey this week, and future meeting dates. ADJOURNMENT The meeting was adjourned at 11:55 a.m. The next Regular Tourism Business Improvement District Board meeting is scheduled for Wednesday, December 12, 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 November 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 61.7 86.4 68.7 107.25 179.00 133.02 66.13 154.67 91.43 -17.5 -5.4 -13.5 -5.5 5.2 0.7 66.1 154.7 91.4City of Pismo Beach 52.3 83.1 61.1 126.06 207.74 157.80 65.96 172.71 96.46 -7.9 -8.5 -8.1 1.8 7.1 4.4 66.0 172.7 96.5City of San Luis Obispo 63.9 87.1 70.6 120.23 177.88 140.57 76.86 155.01 99.18 1.0 -6.3 -1.7 1.2 8.03.5 76.9 155.0 99.2City of Morro Bay52.7 83.9 61.6 100.45 159.84 123.55 52.95 134.08 76.13 -1.5 -9.0 -4.5 1.0 7.2 3.2 52.9 134.1 76.1WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 65.8 89.1 72.4 109.50 160.25 127.33 72.01 142.77 92.22 1.5 14.4 5.7 1.6 10.46.2 3.1 26.4 12.2City of Pismo Beach 54.9 87.0 64.1 127.11 186.72 150.24 69.75 162.45 96.24 0.8 22.2 8.1 6.6 8.4 9.3 7.4 32.4 18.2City of San Luis Obispo 64.0 87.6 70.8 118.54 160.72 133.46 75.91 140.84 94.46 1.3 21.2 7.5 0.3 11.95.8 1.7 35.6 13.8City of Morro Bay51.9 84.6 61.2 99.21 145.82 117.61 51.45 123.33 71.99 0.1 27.6 9.4 -1.7 10.05.3 -1.6 40.3 15.3WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 70.1 75.4 71.6 120.91 169.18 135.42 84.81 127.49 97.00 2.5 -10.1 -1.7 -0.6 2.6 -0.3 1.9 -7.8 -2.0City of Pismo Beach 73.9 76.0 74.5 166.58 214.92 180.68 123.12 163.40 134.63 5.9 -9.9 0.7 5.5 6.5 4.9 11.7 -4.0 5.7City of San Luis Obispo 70.8 73.2 71.5 133.59 171.98 144.82 94.57 125.88 103.51 12.0 -3.3 7.0 1.7 5.4 2.2 13.9 1.9 9.4City of Morro Bay71.9 73.4 72.4 127.75 172.54 140.73 91.92 126.64 101.84 16.3 -5.0 9.2 2.5 8.9 3.5 19.1 3.4 13.0WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 50.0 60.9 53.1 105.36 139.79 116.64 52.68 85.10 61.94 -7.2 -5.5 -6.7 0.0 1.80.8 -7.2 -3.8 -5.9City of Pismo Beach 39.2 50.7 42.5 115.04 170.31 133.90 45.04 86.34 56.84 -1.6 -7.6 -3.8 2.5 19.6 8.9 0.9 10.5 4.8City of San Luis Obispo 50.1 57.3 52.2 109.83 138.86 118.94 55.08 79.59 62.08 2.4 2.6 2.5 -0.6 2.9 0.7 1.8 5.6 3.2City of Morro Bay39.2 52.1 42.9 90.32 137.40 106.66 35.40 71.54 45.73 12.7 -2.3 7.0 -0.3 11.33.5 12.3 8.8 10.7RevPar Occupancy (%) ADR RevParADR RevPar Occupancy (%) ADRCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADRWeek of November 25, 2018 to December 1, 2018Week of November 18, 2018 to November 24, 2018Week of November 11, 2018 to November 17, 2018Week of November 4, 2018 to November 10, 2018RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) Report to City of SLO – TBID and PCC Public Relations Contract November 2018 Media/Community Relations 1. Pitched San Luis Obispo for inclusion in the Diablo Magazine summer issues focusing on road trips, outdoor adventures and weekend getaways. 2. Continued planning influencer Jackie McEwan’s wellness focused press trip to SLO in February. 3. Pitched the TBID’s ‘Our Gift to You’ promotion to local media outlets as well as select social influencers based in Seattle. 4. Met with the MINDBODY team to discuss ways we could partner to promote SLO as the home of MINDBODY through the upcoming MINDBODY University event as well as with select wellness influencers through the year. 5. Began working on assessable travels for families and central Coast Murals pitches for the Central Coast Tourism Council. 6. Wrote and distributed release highlighting winter events in the City of SLO to regional outlets. 7. Pitched San Luis Obispo by train and the Car-Free SLO program as an eco-friendly destination this holiday season. 8. Submitted the following content for Visit California’s Story Ideas. a. Music, Film, Art and Literature Destinations i. Destination Wedding, San Luis Obispo ii. Lady Antebellum – The Real Heart Break Hotel iii. Lady Gaga at Hearst Castle – 2014 b. Romantic Destinations i. Romantic Weekend in San Luis Obispo 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 November 2018 Media Placements 1. 7 reasons why traveling by train is better than flying Insider highlights the Coast Starlight train service from San Francisco to San Luis Obispo as a better way to travel in California. UVPM: 72M 2. This 350-Mile Train Ride Is The Most Relaxing Way To Enjoy Southern California Scenery Only In Your State notes the beautiful landscapes and leisurely ride visitors to SLO can experience on the Pacific Surfliner. UVPM: 5.25M 3. Top Holiday Events in Southern California Pacific Surfliner’s blog features Santa’s arrival on the Surlier at the San Luis Obispo station. Families can greet him either at the station or at the Railroad Museum. The post also makes sure to note the downtown storefronts nearby for holiday shopping. 4. San Luis Obispo’s most recently remodeled hotel, The Kinney, received numerous accolades including features in the SF Chronicle, The Jet Set, Travel Pulse, AmazingAdventuresTravel.com and Recommend.com. UVPM: 41.4M 5. Take a holiday to San Luis Obispo County in California for an amazing American experience complete with fantastic wine and stunning views Mary McCool, a Scottish travel writer we hosted this past summer in partnership with Visit SLOCAL gave nod to numerous SLO city treasures including the SLO Brew Lofts, Farmers’ Market & the Copper Café. Report to City of SLO – TBID and PCC Public Relations Contract November 2018 6. Central Coast Living: Apple Farm decks the halls for the holidays Apple Farm has been prepping for this holiday season since the last one ended reports KSBY. The hotel, gift shop and café showcase different scenes with nods to different religious holidays and 25 themed days and events in December. UVPM: 193K 7. A Family Tradition Returns to Mission Plaza KVEC & KSBY announced Santa’s House and the Classic Carousel are coming back to Mission Plaza right after the Thanksgiving holiday. UVPM: 398K 8. The best family-friendly hikes in SLO County The Tribune showcases six hikes in San Luis Obispo that the whole family can participate in. In San Luis Obispo, they highlight the Cal Poly ‘Architecture Graveyard’ and Johnson Ranch Open Space. UVPM: 856K 9. Hotel Serra Heads to Cali Boutique Design highlighted Hotel Serra. This property, located in the heart of San Luis Obispo, will incorporate two brick storefronts and along with three dining options, claim SLO’s first rooftop pool deck. UVPM: 12K 10. San Luis Obispo offering $100 to hotel guests TBID’S ‘Our Gift to You’ $100 promotion to hotel stayers was picked up by KSBY. Booking dates are Nov 26- Dec 21. UVPM: 386.6K Report to City of SLO – TBID and PCC Public Relations Contract November 2018 11. Malene Wines featured on Wine Country this Week introduced two new rosés and their airstream tasting room that will be permanently parked adjacent to Chamisal’s winery. UVPM: 10K 12. San Luis Obispo County Regional Airport Receives Top Honors for Terminal Opening Outreach Aviation Pros showcases the award SBP won for “excellence in planning and executing unique special events in pursuit of the airport’s mission” within the community. UVPM: 148.8K 13. Flying For Thanksgiving? This Airline Checks Your Wine For Free Travel Noire, Forbes and Inquisitr encourage their readers to take advantage this holiday season of Alaskan Airline’s policy that allows Mileage Plan Members to fly a case of wine with no baggage fee in addition to their luggage with San Luis Obispo as one of the recommended destinations. UVPM: 58K Events in SLO: 14. The Tribune posted multiple articles about SLO City happenings such as the Lawless San Luis Walking Tour, a comedy show at SLO Brew, a Cal Poly Holiday Sale & Hanukah Downtown. I. 12 things to do in SLO County on Friday, Nov. 13 II. 17 things to do in SLO County on Saturday, Nov. 24 III. 12 things to do in SLO County on Sunday, Nov. 25 IV. 19 things to do in SLO County on Sunday, Dec. 2 UVPM: 856K Report to City of SLO – TBID and PCC Public Relations Contract November 2018 15. You Need to Go: Kodachrome Kitsch, Los Tigres del Norte, ARMNHMR The Santa Ynez Valley News and the Lompoc Record point out some shows that will entice readers from northern Santa Barbara County to SLO, including a Cal Poly Arts sponsored “Retro Holiday Jubilee Slide Show” and a dance music concert, both at the Fremont Theatre. UVPM: 69.9K 16. 6 things to do this weekend on the Central Coast KSBY suggest multiple community events people can take part in on the first weekend in November, including the Arbor Day Celebration and the Día de los Muertos celebration in Mission Plaza. UVPM: 69.9K 17. A college town morphs into a pop-up party Visit California put a spotlight on San Luis Obispo, specifically noting downtown’s Thursday’s Farmers’ Market as a “sensory treasure trove” for all to enjoy. 18. Smooth Traveler: California Coast ‘Town and Gown College’ Tour Travel writer, Renee S. Gordon, notes in the Philadelphia Sun that San Luis Obispo is one of top three ideal places to attend university in the state. Some of the highlights include multiple downtown restaurants, Granada and Petit Soleil. UVPM: 20K SLOTBID AGENCY REPORT November 2018 HAPPENING NOW • 2018–2020 Campaign Underway • Our Gift to You Seasonal Promotion • SLO Discovery Weekend Planning • Rainy Day Promotion Preparation • SLO Craft Beer Fest Promotion Planning SLO VACATIONS • Events Management UPDATED PAGES • Bubblegum Alley • Hearst Castle • Avila Valley Barn SEO • Broken links fixed • Alt image tags added • Position tracking EMAIL • 80 new leads from email sign-up form • Ongoing Welcome Series + Hotel Page Email • SLO Happenings: November Events • Consumer Email: Our Gift to You SHARESLO • Influencer Program Prep -Influencer Sourcing -Pitch Materials -Outreach Emails • Cross-promotion on Cal Poly Social Channels • Ticket Tuesday Promotion • Community Blog Posts: -SLOcally Made 2.0 -How to Do SLO: Family Getaway -Small Business Saturday in SLO -Top Things to Do in SLO: Winter 2018 SLOTBID AGENCY REPORT STRATEGIC PARTNERSHIPS Visit SLO CAL -Finalize assessment of co-op options Cal Poly -Alumni Weekend LOOKING AHEAD - Rainy Day promotion kicks-off Jan 1 - Roll-out two new social videos - Mission Prep Christmas Classic Dec 19-22 - SLO Craft Beer Festival Feb 22-23 - Festival Mosaic Winter Mezzo Feb 22-24 - Cal Poly Baseball sponsorship November 2018 SLOTBID AGENCY REPORT SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 16,887 30,657 14,507 ksby.com m.facebook.com slocity.org FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 0 102,404 221,321 2,305 132 1,524 TWITTER New Followers Total Followers Total Engagements #ShareSLO 15 4,133 306 381 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 223 14,424 123,262 3,331 9,900 2,836 PINTEREST Average Daily Profile Impressions Average Daily Profile Users Average Monthly Viewers Average Monthly Engaged 53 36 818 19 YOUTUBE SLO Promo Video 44,455 November 2018 Report to City of SLO – TBID Phone Line and Availability Contract November 2018 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 November 2017 November 2018 Calls to 1-877-SLO-TOWN 13 14 19 17 40 63 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 November 2017 November 2018 Email Response 15 15 16 17 70 63 Phone Calls to Hotels 39 44 82 41 183 206 Hotel Referrals Week 1 Week 2 Week 3 Week 4 November 2017 November 2018 Visitors Served (Walk-ins) 1,401 1,232 1,175 1,692 5,016 5,500 Farmers’ Market* n/a n/a n/a n/a n/a n/a Hotel Rooms Referred 266 312 404 371 1,295 1,353 *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$ 779,965$ 6.1%September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ 676,527$ ‐3.5%October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 613,045$ 681,394$ 11.1%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$ 3,012,661$ ‐59.8%*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 70.0 72.7 3.9 147.10 151.17 2.77 102.91 109.87 6.76November 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 70.82 77.88147.48163.97105.07128.09Occupancy ADRTOT ComparisonRevPAROct. - missing 15x homestay San Luis Obispo TBID Strategic Plan Proposal RFP# 1811-001 November 27, 2018 Submitted by Coraggio Group 503.493.1452 | coraggiogroup.com Photo from Visit SLO CAL Facebook San Luis Obispo TBID Strategic Plan Proposal | 2 November 27, 2018 Molly Cano Tourism Manager San Luis Obispo TBID Dear Molly, It’s hard to believe that it’s already time for the SLO TBID to create another strategic plan! To help you succeed in developing a clear, actionable and agile strategic plan, implement its actions and manage its outcomes, you need a partner who has the skills and expertise to take you on that journey. We believe Coraggio is that partner. No doubt you will be talking with several prospective partners during your consultant selection process, all of them uniquely qualified based on their backgrounds, experiences and approaches. If you remember nothing else about our proposal, we hope you’ll remember what we believe sets our firm apart from others: • Strategy is a core competency of our firm. In fact, more than two-thirds of our work is strategic planning or strategy-related. • Through the years we have developed deep experience in the destination marketing space, which means we bring an understanding of industry best practices to a DMO strategic planning process. • Our experience with stakeholder insights, organizational assessment and market research helps ground the strategic direction of the organizations we serve. • Our engagements are designed to provide an engaging, enlightening and rigorous process that integrates human dynamics, organizational culture and strategic process. • We believe that our experience in helping you create your last strategic plan, as well as our work with you at the mid-point of your strategic plan implementation, uniquely positions us to assist you in planning your next five years. • Finally, we have done over ten projects with seven different San Luis Obispo County clients over the past few years—we know and understand your region well. On behalf of the Coraggio team, thank you for considering our firm for this work—it would be a pleasure to work with you again. Please feel free to contact us if you have any questions about our submission or if you need any additional information in your decision-making process. All my best, Matthew Landkamer Principal, Coraggio Group San Luis Obispo TBID Strategic Plan Proposal | 1 Submittal Forms San Luis Obispo TBID Strategic Plan Proposal | 2 The ACORD name and logo are registered marks of ACORD CERTIFICATE HOLDER ©1988-2014 ACORD CORPORATION.All rights reserved. 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THISCERTIFICATE DOES NOT AFFIRMATIVELY OR NEGATIVELY AMEND, EXTEND OR ALTER THE COVERAGE AFFORDED BY THE POLICIESBELOW.THIS CERTIFICATE OF INSURANCE DOES NOT CONSTITUTE A CONTRACT BETWEEN THE ISSUING INSURER(S), AUTHORIZEDREPRESENTATIVE OR PRODUCER, AND THE CERTIFICATE HOLDER. IMPORTANT:If the certificate holder is an ADDITIONAL INSURED, the policy(ies) must be endorsed. If SUBROGATION IS WAIVED, subject tothe terms and conditions of the policy, certain policies may require an endorsement. A statement on this certificate does not confer rights to thecertificate holder in lieu of such endorsement(s). COVERAGES CERTIFICATE NUMBER:REVISION NUMBER: INSURED PHONE(A/C, No, Ext): PRODUCER ADDRESS:E-MAIL FAX(A/C, No): CONTACTNAME: NAIC # INSURER A : INSURER B : INSURER C : INSURER D : INSURER E : INSURER F : INSURER(S)AFFORDING COVERAGE SHOULD ANY OF THE ABOVE DESCRIBED POLICIES BE CANCELLED BEFORETHE EXPIRATION DATE THEREOF, NOTICE WILL BE DELIVERED INACCORDANCE WITH THE POLICY PROVISIONS. INS025 (201401) 8/27/2018 Bisnett Insurance 310 North State St Suite 220 Lake Oswego OR 97034 Sue Martin (503)635-4482 (503)635-4585 smartin@bisnett.com The Coraggio Group, Inc 2240 N. Interstate Ave Suite 300 Portland OR 97227 Hartford Insurance Employers Travelers 17/18 Master A X X X X 52 SBA PV1079 12/1/2017 12/1/2018 2,000,000 1,000,000 10,000 2,000,000 4,000,000 4,000,000 Hired and Non-Owned Auto 2,000,000 A x x 12/1/2017 12/1/2018 52 SBA PV1079 2,000,000 A x x 52 SBA PV1079 12/1/2017 12/1/2018 2,000,000 2,000,000 B EIG 1592745 05 12/1/2017 12/1/2018 x 1,000,000 1,000,000 1,000,000 C EPL 106451743 1/27/2017 1/27/2019 $1,000,000 C Professional 105711140 11/25/2017 11/25/2018 Occurrence / Aggregate $1 M/ $2 M The State of Oregon, its officers, employees and agents are named as additional insureds and coverage is primary and non-contributory per form SS 00 08 04 05. Sue Martin/CR Oregon Department of Energy 550 Capitol Street NE Salem, OR 97301 San Luis Obispo TBID Strategic Plan Proposal | 316 REFERENCES Number of years engaged in providing the services included within the scope of the specifications under the present business name: 12 years. Describe fully the last three contracts performed by your firm that demonstrate your ability to provide the services included with the scope of the specifications. Attach additional pages if required. The City reserves the right to contact each of the references listed for additional information regarding your firm's qualifications. Reference No. 1 Customer Name Visit SLO CAL Contact Individual Chuck Davison, President & CEO Telephone 805-541-8000 Street Address 1334 Marsh St City, State, Zip Code San Luis Obispo, CA 93401 Description of services provided including contract amount, when provided and project outcome Services included strategic planning, operational planning, and an organizational assessment. Total contract amount is $66,750 and the outcome was positive with all projects delivered on budget. Reference No. 2 Customer Name Santa Monica Travel & Tourism Contact Individual Misti Kerns, President & CEO Telephone mkearns@santamonica.com or 1 (800) 544-5319 Street Address 2427 Main St, Santa Monica City, State, Zip Code Santa Monica, CA Description of services provided including contract amount, when provided and project outcome Services have included strategic planning, destination perception audit, board retreat facilitation, tourism stakeholder retreat, operational planning. Total contract amount is $358,600 and the outcome was positive with all projects delivered on budget. Reference No. 3 Customer Name Unincorporated SLO County TBID Contact Individual Cheryl Cuming Telephone 805-547-2243 Street Address PO BOX 1875 City, State, Zip Code San Luis Obispo, CA 93406 Description of services provided including contract amount, when provided and project outcome Services have included marketing plan development, strategic vision, operational planning, service strategy and change management support. Total contract amount is $118,150 and the outcome was positive with all projects delivered on budget. San Luis Obispo TBID Strategic Plan Proposal | 4 Qualifications Experience Performing Similar Services Strategic planning is the core of our work at Coraggio. More than two thirds of the work we do is strategic planning related. Over time, we have learned a few things about what makes a strategic planning process successful and what makes the resulting plan work well for an organization and its people. Some of these are particularly important for your planning process: 1. We believe every organization has the potential for excellence, and that the path to that excellence is through a parallel focus on smart strategies and active development of people. Focusing only on process will leave you with a depleted team that isn’t ready to implement the decisions they have made. On the other hand, focusing only on the people won’t help you develop the rigorous plan you need. We work hard to bring both the people and process into all aspects of our client engagements. 2. You have valuable insight—You understand the nuance of your business. Our job is to blend our knowledge and expertise with your insights, while fostering the conversations that can bring consensus and lead to common ground. 3. Engagement of your stakeholders is critical for building momentum and buy-in for plan implementation. That engagement needs to be genuine, meaning that participants must feel they have a real opportunity to influence the outcome of the process. That engagement must also be timely—asking for input early in the process before decisions are made, and checking in during the process to ensure they feel they’ve been heard. 4. Implementation doesn’t happen by accident. Turning a strategic plan into results means identifying specific actions, assigning ownership of those actions, determining timing and phasing, and considering budget implications. It also means preparing to course-correct if the operating environment changes, and building mechanisms for that adaptive posture. Executed Since 2005 For Both Public & Private Organizations Coraggio’s focus is strategy. Whether we’re helping a tourism agency develop a destination development plan, assisting a private company plan for growth, or helping a newly-consolidated state agency define its future, our consultants are always valued for their experienced strategic counsel. 262 Strategic Plans A few of our Destination Marketing Clients: San Luis Obispo TBID Strategic Plan Proposal | 5 Qualifications Resumes and Hourly Billing Rates Matthew Landkamer, Principal Rate: $325 Matthew helps clients think through, better understand and then take action on their most important strategy, organizational change, and brand challenges. His art and design background, combined with hands-on business experience, allows him to bring a unique balance of creative design thinking and strategic rigor to each of his client engagements. He is a skilled facilitator and problem solver with an impressive ability to start the conversations that need to be had inside organizations, and among organizational leaders—the kind of conversations that lead to valuable insights, bold thinking and needed results. Matthew has spent 20 years leading marketing and strategy initiatives for organizations of all sizes from large companies to small, entrepreneurial ventures. Before joining Coraggio, he was a leader of the marketing group at a Seattle-based global architecture firm, where he also helped lead strategy for that firm’s Planning and Urban Design practice. He leads Coraggio’s Tourism & Travel sector team, and has worked with a wide range of Travel & Tourism organizations such as Visit SLO CAL, San Luis Obispo TBID, Travel Portland, Visit West Hollywood and Santa Monica Travel & Tourism. Beau Bennett, Associate Principal Rate: $250 With a passion for problem solving, Beau analyzes the biggest problems organizations face to develop practical solutions. His critical thinking and objectivity challenges clients to think beyond conventional ideas to discover more effective approaches. By combining diverse points of view and methodologies, he delivers customized solutions that meet each clients’ unique functional and cultural needs. Beau’s passion for continuous improvement can be seen in everything he does both at Coraggio and with his clients. His talent for embedding improvement practices, drives him to maintain accountability on each engagement ensuring his client’s project deliverables, scope, and budget are met. Prior to joining Coraggio, Beau led strategic initiatives as a management consultant for seven years in the manufacturing sector. He spent several years in Europe leading the assessment of business processes and facilitating process redesign for clients across a wide array of company and national cultures. Previously, Beau also worked in the IT industry developing and implementing management software and systems for business clients. San Luis Obispo TBID Strategic Plan Proposal | 6 Yahya Haqiqi, Business Analyst Rate: $125 Yahya is a passionate and motivated professional with a proven record of analyzing and finding solutions to business challenges. Skilled at researching, collecting, and effectively presenting large and complex data sets, Yahya prides himself on helping clients find the road to success. As a Business Analyst, Yahya works with clients to help them find insights and creative solutions to their most complex problems. He is passionate about riding alongside his clients to help them identify roadblocks and how to overcome them. Prior to joining Coraggio, Yahya was the Business Manager for New Avenues for Youth. During his four years with the organization, he oversaw the development and day-to-day operations of one of their social enterprises. He successfully implemented and drove the business towards sustainability, increasing revenue by nearly 50% while driving down costs. During his time as a student for Portland State University, he worked on various consulting projects for small businesses like Tropic Salvage and Cipriano Designs as well as Portland State University’s Audio Visual Department. Statement of Disqualification n/a - Coraggio does not have any instances where our firm has been removed from a project or disqualified. Qualifications San Luis Obispo TBID Strategic Plan Proposal | 7 Work Program | Project Approach GET CLEAR GET FOCUSED GET MOVING • Immersion Session • Stakeholder Engagement • Insight Report • Strategic Planning Work Sessions One and Two: Strategic Clarity • Strategic Planning Work Sessions Three and Four: Strategic Focus and Action • Strategic Planning Work Session Five: Plan Finalization • Strategic Plan Documentation Phase One: Get Clear GET CLEAR Designing an effective strategic planning process for an organization with the complexity of the SLO TBID’s stakeholder network requires careful consideration. Coraggio proposes a straightforward, three-phase framework to Get Clear, Get Focused, and Get Moving on your next Strategic Plan. We have identified the general components of our approach including deliverables for each stage. We expect to more precisely scope our work with you once we begin the engagement and have the opportunity to more deeply understand your needs for this round of strategic planning. The Get Clear phase represents the foundation for the project and sets the stage for early wins and ongoing success from start to finish. We will work with you to create and maintain the conditions necessary for an open, transparent, and innovative strategic planning process—one that serves as a galvanizing mechanism for further unifying your stakeholders and consistently reflects the values of the organization. Immersion Session To start from a solid foundation, we will meet with key team members in a two-hour virtual work session to understand the big picture from your perspective and clearly define success as it pertains to this project. We will also want to get clear on the range of stakeholders who need to be engaged to make this work a success. We will come prepared with an outline, educated questions, and a recommended approach for the project plan and stakeholder engagement approach. Stakeholder Engagement We believe that a wealth of wisdom and good ideas come from within an organization and its external stakeholders. Therefore, the majority of our projects include a series of organized interviews, focus groups, and surveys. We tailor our approach to meet the specific needs of the organization. Based on our experience with other destination marketing organizations and information in your request for proposals, we recommend: • Eight one-on-one phone interviews with a mix of board and staff • An online survey for stakeholders—Board members, tourism industry partners, community members, and other partner organizations—to help us build a broad understanding of the opportunities and challenges facing the visitor economy in San Luis Obispo San Luis Obispo TBID Strategic Plan Proposal | 8 We will use what we learn in the Immersion Session to develop an organized approach with targeted questions that draw out the needed information while demonstrating to participants that this process is being accomplished with them, not done to them. Our questions will be both strategic and tactical—we will want to understand how they envision the future of tourism in San Luis Obispo, and how the SLO TBID can make progress toward that future. Insight Report We will work to create a report that summarizes the various themes and insights from the immersion and engagement efforts. We will support each theme will data and anonymous quotes from our interviews. The report will provide us decision criteria by which to filter strategic decisions that will be made during the planning process. In other words, we will have a way to ask the question, “How does this decision support or align with the insights we gathered in our engagement activities?” Phase Two: Get Focused GET FOCUSED The Get Focused phase is where we will roll up our sleeves and get to the work at hand: building the strategic plan for the SLO TBID. This plan will provide an overall strategic vision for the organization, and a plan to make progress toward that vision over the next five years. That plan, and the process to create it, follows our flexible Strategic Planning Framework, illustrated below: InitiativesObjectivesImperativesPositionReputationMission ValuesVision ActionFocusClarity We propose drafting these elements in five focused, high-energy workshops with your Strategic Planning Team. To save on travel costs and to maximize momentum, we will pair workshops, with an afternoon session on the first day and a morning session on the second day. Strategic Planning Work Sessions One and Two: Strategic Clarity In the first pair of work sessions, we will focus on the part of the plan we call “Strategic Clarity.” This is the high-level view of your strategy, and includes the following elements: • Vision - What is the ideal future state we are trying to create? • Mission - What is our purpose? What are we here to make happen? • Values - What are the fundamental beliefs that shape how we work together and serve our mission? • Reputation- What do we want to be known for? What is the enduring perception or emotion that describes the total experience of our organization? • Position - What unique and sustainable value do we deliver, where do we deliver it, and for whom? • Strategic Imperatives - What must be accomplished over the planning horizon? Recognizing that you have many of these elements in place from your past strategic planning process, we see the work in this first session as revisiting the existing elements of your Strategic Clarity to see if they still serve the organization as written and revising them if needed. Project Approach San Luis Obispo TBID Strategic Plan Proposal | 9 Strategic Planning Work Sessions Three and Four: Strategic Focus and Action In the second pair of sessions, we will work with the team to refine the Strategic Imperatives and to define the remainder of the “Focus” part of the plan and the “Action” part of the plan, including these elements: • Objectives - How will we measure success? • Initiatives - What collective, transformative actions do we need to take to achieve our Imperatives? Strategic Planning Work Session Five: Plan Finalization In the final session, which will be a single half-day, we will work with your team to revisit and finalize all the elements of your Strategic Plan, as well as prepare for communicating the plan to your Board and stakeholder community. We will use this session to polish the language in the plan and check the new plan against the Insight Report to ensure it addresses the needs of your stakeholders. At the end of this session we recommend inviting the full Board to participate in a feedback session where the planning team walks the Board through the draft plan and lets them ask questions and provide feedback. Strategic Plan Documentation Once we return from the workshops and have feedback from the Board, we will take some time to collect everything the strategic planning team decided into one coherent document. We have a one-page Strategic Plan format that has proven very effective at helping participants and non-participants alike to understand the overview of the strategic plan, while also being able quickly reference the specifics. In this way, the final document acts as both a guide to working the plan, and as a tool for communicating it. Phase Three: Get Moving GET MOVING Phase of Work Tasks/Deliverables DEC JAN FEB MAR Get Clear • Immersion Session • Stakeholder Engagement • Insight Report Get Focused • Strategic Planning Work Sessions One and Two: Strategic Clarity • Strategic Planning Work Sessions Three and Four: Strategic Focus and Action Get Moving • Strategic Planning Work Session Five: Plan Finalization • Strategic Plan Documentation The chart below reflects Coraggio’s anticipated delivery schedule for San Luis Obispo TBID Strategic Planning Proposal. Proposed Schedule Project Approach San Luis Obispo TBID Strategic Plan Proposal | 10 Estimated Hours Phase of Work Tasks/Deliverables Matthew Beau Yahya Get Clear • Immersion Session 2.5 2.5 1.5 • Stakeholder Engagement 1 10 4 • Insight Report 0 4 6 Get Focused • Strategic Planning Work Sessions One and Two: Strategic Clarity 14 16 0 • Strategic Planning Work Sessions Three and Four: Strategic Focus and Action 13 15 0 Get Moving • Strategic Planning Work Session Five: Plan Finalization 9 11 0 • Strategic Plan Documentation 0 2 0 Services or Data Provided by the City n/a - Coraggio does not need any services or data provided by the City San Luis Obispo TBID Strategic Plan Proposal | 11 Sample Budget Phase of Work Task Subtotal Get Clear • Immersion Session • Stakeholder Engagement • Insight Report $6,901.00 Get Focused • Strategic Planning Work Sessions One and Two: Strategic Clarity • Strategic Planning Work Sessions Three and Four: Strategic Focus and Action $20,020.75 Get Moving • Strategic Planning Work Session Five: Plan Finalization • Strategic Plan Documentation $7,860.25 Project Total $34,782.00 The work described in this proposal results in a proposed all-inclusive not-to-exceed budget of $34,782 as itemized in the table below. If selected for this project, we will work with San Luis Obispo TBID to re- apportion the budget as necessary to ensure that we are best meeting the needs of your organization and your budget requirements. Administrative Fees We have included a small administrative budget to cover administration, printing, print production, and other expenses. Terms All activities are invoiced on a monthly basis and are due net 30. Travel is included in the cost below. San Luis Obispo TBID Strategic Plan Proposal | 12 Phase of Work Tasks/Deliverables Month Amount Get Clear • Immersion Session • Stakeholder Engagement December $3,038.50 • Stakeholder Engagement • Insight Report • Strategic Planning Work Sessions One and Two: Strategic Clarity January $14,169.00 Get Focused • Strategic Planning Work Sessions Three and Four: Strategic Focus and Action • Strategic Planning Work Session Five: Plan Finalization February $17,059.50 Get Moving • Strategic Plan Documentation March $515.00 Total:$34,782.00 Compensation All activities are invoiced on a monthly basis and are due net 30. Travel is included in the cost above. Tourism Business Improvement District Management Committee Meeting Minutes December 6, 2018 – 10:00 am City Hall’s Council Hearing Room - 990 Palm Street, San Luis Obispo BOARD MEMBERS PRESENT: Clint Pearce, Nipool Patel, and Pragna Patel-Mueller (10:06 a.m.) BOARD MEMBERS ABSENT: none STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:01 a.m. BUSINESS ITEMS 1. Strategic Plan Proposals Review The committee discussed and provided criteria ratings for each Strategic Plan Development proposal received through the Bid Specification 1811-001. Recommendation: The Management Committee recommends that the TBID Board move forward with the proposal presented by Coraggio Group for the San Luis Obispo TBID Strategic Plan. 2. Website Update Proposal Matchfire representative, Brittany Garcia, presented a detailed proposal for the website restructuring and redesign based on the approved acquisition of VisitSLO.com. The proposal focused on deliverables, timeline and cost estimates. The committee discussed the proposal and clarification questions. Recommendation: The committee recommends that the TBID Board move forward with the presented proposal for website restructuring and redesign by Matchfire with the exception of a new proposed fees payment schedule. The recommended fees would require 30% payable on signed agreement with an additional 30% between January and March 2019 instead of the proposed 60% on signed contract. 3. New Business Items a. Committee Discussion - • Tourism Manger Cano provided updates on SLO Wine Country Association and that she now sits on the Association’s Board. b. Future Agenda Items – • TMD renewal process c. Next Meeting Date – Thursday, January 3rd, 2019 at 10:00 a.m. • The committee discussed changing the scheduled January meeting due to scheduling conflicts. The Board will review January meeting dates and times. Meeting was adjourned at 10:50 a.m. Tourism Business Improvement District Marketing Committee Meeting Meeting Minutes December 5, 2018 – 10:30 a.m. City Hall Chamber Hearing – 990 Palm Street, San Luis Obispo BOARD MEMBERS PRESENT: Dean Hutton, LeBren Harris and Matthew Wilkins (10:43 a.m.) BOARD MEMBERS ABSENT: none STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:31 a.m. BUSINESS ITEMS 1. SLO CAL’s SAVOR on the Road Co-Op: Taste Washington Staff reviewed the TBID’s participation in the DMO experience at the 2018 SLO CAL’s SAVOR on the road activation at Taste Washington and commitment to the 2019 event. The committee discussed ideas and goals for the 2019 activation. Staff will present a strategy for the 2019 Taste of Washington event at the January meeting and complete all necessary commitment paperwork. 2. 2019 Travel & Adventure Show Plan Staff presented the consumer tradeshow plan for the Los Angeles and Bay Area Travel & Adventure Show activations. Visuals and examples of the 2018 San Diego Travel & Adventure show were reviewed and discussed with the committee along with candidate lottery interest progress. 3. Property Segment Discussion Representatives from AMF and Matchfire presented statistics and findings on web referrals, campaigns and Expedia details based on property segments based on Smith Travel Reporting. The committed discussed an array of ideas, topics, and questions to continue asking other constituents. No direction was taken at this time. 4. New Business • Committee Discussion - none • Future Agenda Items – o Seattle activations o Fund balance discussion • Management – will go over strategic plan • Next Committee Meeting: Wednesday, January 2nd, 2019 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 November 14, 2018 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, November 14, 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, November 14, 2018 at 5:30 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Dixon. ROLL CALL Present: Committee Members Diana Cozzi, Melissa Godsey (5:31), Dana Matteson, John Thomas, Matthew Wilkins (5:40), Vice Chair Daniel Levi and Chair Zoya Dixon Absent: None Staff: Tourism Manager Molly Cano and Deputy City Clerk Kevin Christian PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Molly Kern, Chamber of Commerce Director of Government Affairs, introduced the Chamber’s new Director of Communications and Business Education, Jacqui Clark-Charlesworth. --End of Public Comment-- CONSENT ITEMS C.1 Minutes of the Regular Meeting of Wednesday, October 10, 2018 C.2 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 November 14, 2018 Page 2 PUBLIC COMMENT None --End of Public Comment-- ACTION: MOTION BY VICE CHAIR LEVI, SECONDED BY COMMITTEE MEMBER COZZI, CARRIED 5-0, TO APPROVE THE CONSENT AGENDA ITEMS 1 THROUGH 7. PRESENTATIONS 1. SLO Chamber of Commerce Monthly Report Molly Kern, Chamber of Commerce Director of Government Affairs, reported on the past month’s activities concerning PCC contracts and responded to Committee questions. Public Comment None --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. 2019-21 Council Goal Setting The Committee made minor edits to their 2019-21 draft goals as compiled in the staff report. Public Comment None --End of Public Comment-- ACTION: By consensus, the Committee directed staff to submit the draft goals to the City Council. DRAFT Minutes – Promotional Coordinating Committee Meeting of November 14, 2018 Page 3 2. Strategic Plan Work The committee reviewed proposals presented at the September meeting, brainstormed additional ideas, debated the difference between having a project that has a physical presence versus projects that are more focused on community involvement, and discussed how to differentiate these projects from the Grants-in-Aid (GIA) promotion projects. Public Comment Jacqui Clark-Charlesworth, Chamber of Commerce Director of Communications and Business Education, commented on a gumball machine that had been at a downtown business. --End of Public Comment-- ACTION: By consensus, the committee directed staff to have the ideas they discussed, reviewed by additional City staff for feedback on possible challenges and opportunities. PCC LIAISON REPORTS AND COMMUNICATION 1. Grants-in-Aid (GIA) Update Tourism Manager Cano reviewed what is required of GIA recipients to receive their funding. 2. Tourism Business Improvement District (TBID) Board Report Committee Member Wilkins reported on the November 14, 2018 meeting, highlighting progress on the acquisition of the VisitSLO.com web address. 3. Tourism Program Update Tourism Manager Cano presented an update on the recent and upcoming Tourism Program activities, including: • Cal Poly SLO-Discovery weekend dates; January 24-27, and March 7-10 • Reported on the LA Magazine Food event in Malibu, October 21 • Strategic partner planning with Cal Poly athletics • TBID Strategic Plan RFP • Central Coast Tourism Council Fall workshop • Tradeshow and Travel Planning • IPW tradeshow in Anaheim June • Visit California Outlook Forum DRAFT Minutes – Promotional Coordinating Committee Meeting of November 14, 2018 Page 4 ADJOURNMENT The meeting was adjourned at 6:43 p.m. The next Regular Promotinal Coordinating Committee meeting is scheduled for Wednesday, December 12, 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 - Industry Engagement - Visit SLO CAL Holds Industry Educational Symposium Visit SLO CAL held the fall Industry Educational Symposium at SLO Brew Rock on Wednesday, October 24. In addition to an update from Visit SLO CAL’s President & CEO Chuck Davison, over 95 lodging investors and partners heard from Nate Huff, Senior Vice President at Miles Partnership; Keith Ireland, CEO & Chief Creative Officer at BCF Agency; and Aida Osta, Director of Travel Trade Marketing for Visit California. Videos and presentations are now available on SLOCAL.com/Partners. Visit SLO CAL Activity Report, October 2018 Visit SLO CAL Attends SoCal Visitor Industry Outlook Conference On Thursday, October 25, Visit SLO CAL's Operations Manager, Brendan Pringle, attended the 30th Annual Southern California Visitor Industry Outlook Conference, which provided valuable information on industry trends through 2019. A few of the major takeaways include: • Industry growth will persist comfortably through 2018 and after • The market will soften in 2020 – plan for slowdown, but not downturn • Increasing construction costs will stunt new hotel construction • 2019 SLO CAL Forecast: o Occ: 70.6% (5.3% up), est. 6% increase in supply o ADR: $168.09 (2.6% up) o RevPAR: $118.60 (1.9% up) You can access the presentations, as well as CBRE's 2019 Forecast, via the folder link here (Password: SCVIOC). Visit SLO CAL Releases Visitor Volume Study As part of Visit SLO CAL’s Strategic Direction 2020 and our goal of providing “strategic research and sharing of vital tourism knowledge to our stakeholders, partners and communities," Visit SLO CAL was pleased to showcase the very first quarterly results from the newly-commissioned Visitor Volume Study through Tourism Economics. In this report we saw overnight visitors outpaced day visitors in Q2 2018, increasing 2.2% over Q2 2017 levels to 1.23 million visits; with day visitors increasing 1.1% over Q2 2017 levels, registering 0.71 million visits. This led to overall visitor growth, both overnight and day trips, within the first two quarters year over year even though Highway 1 remained closed to access from the North. These numbers reflect the overall success of Visit SLO CAL’s $1.2M advertising campaign in addition to the efforts of our overall tourism community and the dedication of you, our lodging investors and partners. Here’s to another successful quarter for SLO CAL! 0 - PR and Travel Trade - VSC-Assisted Media Placements ● Reader’s Digest – These are the 15 Best Places to Move in the U.S. (Before They Get Too Crowded) ● Money Inc. – California’s Central Coast: Where Will the Road Take You? Media Visits • Fall Adventure Media FAM – October 25-29 • Bridges & Balloons • Marie Claire • Erik Conover + Mike Sheffer – YouTube o California Road Trip Travel Guide Travel Trade • Vacation Rental Management Association National Conference o October 27-30 • CalSAE Seasonal Spectacular o December 12-13 Film SLO CAL • Attended American Film Market (Oct 21-Nov 7) • Statistics as of November 5: o 141 filming leads o 93 productions o 211 filming days Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000. Parrish Family Vineyards featured on MoneyInc.com (left); Hearst Castle featured in Mike Sheffer’s YouTube video (right). VISIT SLO CAL WEB ACTIVITY SESSIONS: 73,266 UNIQUE VISITORS: 58,915 PAGE VIEWS: 137,885 AVG. PAGE VIEWS/VISIT: 1.88 AVG. TIME ON SITE: 2:35 TOTAL ORGANIC TRAFFIC: 32,590 MOBILE SESSIONS: 52,974 MOST VISITED EVENT PAGE: PISMO BEACH CLAM FESTIVAL WALK (1,378 VIEWS) TOTAL BLOG VISITS: 17,111 MOST VISITED BLOG: EXPLORE SLO CAL THIS FALL (6,725 VISITS) VISIT SLO CAL SOCIAL MEDIA ACTIVITY FACEBOOK: 41,470 TOT. ORGANIC IMPRESSIONS: 127,588 HIGHEST ORGANIC REACH: ELEPHANT SEALS (4.2K PEOPLE REACHED) HIGHEST ORGANIC ENGAGEMENT: ELEPHANT SEALS (320 ENGAGEMENTS) FOLLOWERS TWITTER: 8,296 TOT. ORGANIC IMPRESSIONS: 33K PINTEREST: 743 INSTAGRAM: 22,355 VISITOR GUIDE DIST. GUIDES DISTRIBUTED: 1930 THIS MONTH IN SLO CAL SUBSCRIBERS 34,955 OPENS: 4,798 CLICK-THROUGHS: 607 THIS WEEK IN SLO CAL CIRCULATION: 1,841 MOST CLICKED LINK: STR REPORT Fall Media Adventure FAM October 25-29, Visit SLO CAL hosted five journalists on a countywide FAM trip focusing on outdoor adventure. These journalists write for outlets such as Forbes, Fodor’s, Outdoorsy.com, Alaska Airlines Magazine, Outside Magazine, SmarterTravel.com, Huffpost.com, Elevation Outdoors Magazine, Paste Magazine, Trip Savvy and Arizona Republic. Itinerary items included learning to sail in Avila Beach, a hummer ride at the Oceano Dunes, paragliding in Santa Margarita and a wine tasting bike excursion through Edna Valley. September 2018 vs September 2017 Lodging Statistics (STR, Inc.) Date: November 2, 2018 Client: SLO CAL Date Range: October 1 - 31, 2018 Executive Overview: Organic Traffic Overview: Sessions decreased by 8%. Avg. session duration improved by 30%, and pages/session decreased by 25%. The top organic landing pages this month were: the home page, Events and Festivals, Pismo Beach Clam Festival Wine Walk, Calendar of Events, Live Music Concerts, Family Friendly Halloween Events in SLO CAL, Insider Tips 15 Free Things to Do in SLO CAL Total Traffic Overview: Sessions decreased by 18% (15,847 sessions). Top Losses by Channel: Direct: - 52% (5,361 Sessions), Organic: - 8% (2,991 Sessions), Referral: 53% (2,635) Top Loss by Category: Listings: -63% (4,703) SEO Snapshot: YoY Organic Landing Page Traffic Comparison - Top Areas Events Pages saw a -47% change in Sessions. (-5,255 Sessions) Listing (Profile) Pages saw a -66% difference in Sessions (-4,241 Sessions) The Home Page saw a +72% change in Sessions. (+ 1,939 Sessions) Things to Do (Activities) saw a +35% difference in Sessions. (+ 653 Sessions) Blog Pages saw a -24% difference in Sessions. (-1161 Sessions) Explore Pages saw -26% change in Sessions. (-1,278 Sessions) SEO Recommendation: Search numbers as well as numbers of impressions justify the creation of a page for San Luis Obispo Hotels 4,972 Impressions, 13 Clicks, 40,500 AMS Industry Averages:Engagement Metrics Industry Average Your Website % Difference Total Pages Per Session:2.00 1.88 -6.44% Total Average Session Duration:0:01:47 0:02:35 31.13% Total Bounce Rate:55.32%26.66%-107.50% Organic Pages Per Session:2.08 2.37 12.32% Organic Average Session Duration:0:01:57 0:03:39 46.39% Organic Bounce Rate:49.95%11.35%-339.95% SEO Overview Page 2 of 28 Date: November 2, 2018 Client: SLO CAL Date Range: May 1 - October 31, 2018 Total Traffic Overview: May Jun Jul Aug Sep Oct Sessions:72,618 81,115 71,143 72,972 55,258 73,266 Users:58,790 64,714 55,701 59,051 44,998 58,915 Bounce Rate:8%12%17%23%21%27% Pageviews:234,064 218,200 155,972 152,518 114,473 137,885 Avg Pageviews Per Visit:3.22 2.69 2.19 2.09 2.07 1.88 Avg. Session Duration:0:03:01 0:02:44 0:03:21 0:03:02 0:02:57 0:02:35 Total Organic Search Traffic:36,476 39,939 49,878 37,191 30,913 32,590 % of Traffic Organic Search:50%49%70%51%56%44% Entry Pages From Search:1,924 1,831 2,026 1,834 1,772 1,760 VisitSLOCounty Visits:0 0 0 0 1 0 VisitSLOCounty Bounce Rate:0%0%0%0%100%0% Mobile/Tablet SnapShot: May Jun Jul Aug Sep Oct Sessions:47,329 58,038 47,254 50,247 38,574 52,974 % of Sessions:65%72%66%69%70%72% Bounce Rate:9%14%16%25%24%31% Pageviews: 128,267 126,463 82,084 85,035 64,301 79,413 Avg. Session Duration:0:02:31 0:02:12 0:02:51 0:02:30 0:02:27 0:02:07 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 May Jun Jul Aug Sep Oct Total Visits Comparison Prior Year This Year 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Traffic Channels 0 100,000 200,000 300,000 May Jun Jul Aug Sep Oct Mobile/Tablet Visits Prior Year This Year Page 3 of 28 Date: November 2, 2018 Client: SLO CAL Date Range: October 1 - 31, 2018 Organic Traffic % of Total Site Traffic Sessions 32,590 44.48% Organic Engagement Compared to Site Engagement Pages / Session 2.37 25.89% Avg. Session Duration 0:03:39 40.71% New Sessions 69.74%-8.34% Bounce Rate 11.35%-57.42% Search Engine Visits Percent google 31,803 97.59% bing 385 1.18% yahoo 377 1.16% ask 21 0.06% baidu 2 0.01% msn 1 0.00% Top 10 Links to Site Links Pages Landing Page Visits Percent visitcalifornia.com 33,323 28 /4,632 14.21% reside.org 17,319 1 /events-and-festivals/3,688 11.32% blairproperties.net 11,560 1 /event/pismo-beach-clam-festival-wine-walk/2412/1,002 3.07% destinationpasorobles.com 10,862 2 /events-and-festivals/events-calendar/745 2.29% coterealtors.com 10,235 1 /events-and-festivals/live-music-concerts/701 2.15% centralcoast-tourism.com 7,893 20 /blog/post/family-friendly-halloween-events-in-slo-cal/692 2.12% pasowine.com 6,660 2 /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/493 1.51% centralcoastrealestatephotography.com 6,513 4 /things-to-do/474 1.45% digitalinteractive.us 5,375 2 /event/pumpkins-in-the-park/2470/409 1.25% tombarket.com 3,730 1 /event/annual-cayucos-car-show/2540/405 1.24% Organic Search Traffic: 0 10,000 20,000 30,000 40,000 50,000 60,000 May Jun Jul Aug Sep Oct Organic Visits Comparison Prior Year Current Year Page 4 of 28 Date: November 2, 2018 Client: SLO CAL Date Range: May 1 - October 31, 2018 External Links Listings: Link to Website Top 10 URLs Total Clicks Top 10 Websites Total Clicks www.pismoclamfestival.com/index.html 507 Nitt Witt Ridge 48 cayucoschamber.com 259 Swinging Bridge 45 cambriascarecrows.com/214 Dia Feliz Spa 35 assets.simpleviewcms.com/simpleview/image/fetch/c_limit,q_75,w_1200/https://res.cloudinary.com/simpleview/image/upload/v1513016017/clients/slocal/default_image_2b340c7b-df28-446b-9afa-ca8f8504c729.jpg172Sunbuggy Fun Rentals 35 www.pismojazz.com 142 Moonstone Beach 34 vimeo.com/254752474 140 The Fremont Theater 34 www.slowine.com/events/harvest-on-the-coast.php 133 Mission San Luis Obispo de Tolosa 33 www.pismobeach.org 115 Morro Dunes RV Park 33 www.morrobay.org/events/lighted-boat-parade 107 Old Edna Townsite 30 events.avilabeachresort.com/104 Pismo Coast Village RV Resort 30 Listings: Link to Detail Top 10 Listings Total Clicks Nitt Witt Ridge 57 Swinging Bridge 54 El Moro Elfin Forest 40 California Highway 1 Discovery Route 38 Mission San Luis Obispo de Tolosa 38 Avila Beach Horseback Riding 33 Ragged Point Beach 32 Sycamore Mineral Springs Resort & Spa 29 Whale Rock Resevoir 29 Bishop Peak 28 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 May Jun Jul Aug Sep Oct External Links Total Clicks Page 8 of 28 Date: November 2, 2018 Client: SLO CAL Date Range: May 1 - October 31, 2018 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 May Jun Jul Aug Sep Oct Listings: Link to Website Total Clicks 0 1,000 2,000 3,000 4,000 5,000 6,000 May Jun Jul Aug Sep Oct Listings: Link to Detail Total Clicks 0 2,000 4,000 6,000 8,000 10,000 12,000 May Jun Jul Aug Sep Oct Total Partner Referrals Page 9 of 28 Date: November 2, 2018 Client: SLO CAL Date Range: October 1 - 31, 2018 Demographics & Interests Affinity Categories: Top 10 Affinity Categories Visits Food & Dining/Cooking Enthusiasts/30 Minute Chefs 17,543 Shoppers/Value Shoppers 17,039 Lifestyles & Hobbies/Pet Lovers 15,531 News & Politics/Avid News Readers 14,272 Travel/Travel Buffs 14,167 Lifestyles & Hobbies/Art & Theater Aficionados 14,005 Media & Entertainment/Book Lovers 13,987 Sports & Fitness/Health & Fitness Buffs 13,265 Media & Entertainment/Movie Lovers 13,145 Lifestyles & Hobbies/Family-Focused 12,870 Other Categories: Top 10 Categories Visits Arts & Entertainment/Celebrities & Entertainment News 10,035 News/Weather 5,025 Food & Drink/Cooking & Recipes 4,876 Travel/Air Travel 3,921 Arts & Entertainment/TV & Video/Online Video 3,820 News/Politics 3,304 Sports/Team Sports/American Football 3,084 Online Communities/Social Networks 3,060 News/Sports News 2,889 Real Estate/Real Estate Listings/Residential Sales 2,857 Affinity Categories broaden the scope to identify users in terms of lifestyle; for example, Technophiles, Sports Fans, and Cooking Enthusiasts. These categories are defined in a similar way to TV audiences, and represent an opportunity to understand the behavior of your audience. Other Categories are used to classify groups of users based on the specific content they consume, along with how recently and frequently they consume that content. This category data provides a more focused view of your users, and lets you analyze behavior more narrowly than Affinity Categories. * Per Google 4.16% 16.73% 12.63% 9.94% 11.83% 9.02% 2.12% 7.99% 7.66% 6.48% 5.96% 5.50% 18-24 25-34 35-44 45-54 55-64 65+ Age Group by Gender Male Female Page 10 of 28 Date: November 2, 2018 Client: SLO CAL Date Range: October 1 - 31, 2018 Top Content:Geographic: Top Landing Pages Entrances /events-and-festivals/13,808 /9,555 /blog/post/explore-slo-cal-this-fall/6,725 (not set)3,710 /event/pismo-beach-clam-festival-wine-walk/2412/1,087 /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/839 /events-and-festivals/events-calendar/815 /blog/post/family-friendly-halloween-events-in-slo-cal/776 /events-and-festivals/live-music-concerts/758 /things-to-do/547 Top Content Pages Pageviews /21,131 /events-and-festivals/17,477 /blog/post/explore-slo-cal-this-fall/7,356 /events-and-festivals/events-calendar/3,156 /things-to-do/2,109 /events-and-festivals/live-music-concerts/1,510 /event/pismo-beach-clam-festival-wine-walk/2412/1,378 /stay/1,242 /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/1,065 /explore/1,012 Top Exit Pages Exits /events-and-festivals/11,723 /6,702 /blog/post/explore-slo-cal-this-fall/6,253 /events-and-festivals/events-calendar/1,219 /event/pismo-beach-clam-festival-wine-walk/2412/1,073 /events-and-festivals/live-music-concerts/784 /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/732 /things-to-do/729 /blog/post/family-friendly-halloween-events-in-slo-cal/717 /event/pumpkins-in-the-park/2470/436 16% 8% 6% 4% 2% 2% 2% 1% 1% 1% 57% Top Cities Los Angeles San Francisco San Luis Obispo Phoenix Seattle Denver Paso Robles San Diego San Jose Arroyo Grande Other 71.5% 7.3% 5.8% 4.1% 3.0% 1.1% 0.7% 0.6% 0.5% 0.5% 4.7% Top States California Arizona Washington Colorado Nevada Texas New York Illinois Virginia Florida Other 31.14% 16.51% 15.81% 7.17% 5.78% 4.12% 2.52% 2.20% 2.01% 1.44% 11.29% Top Metros Los Angeles CA Santa Barbara-Santa Maria-San Luis Obispo CA San Francisco-Oakland-San Jose CA Phoenix AZ Seattle-Tacoma WA Denver CO Sacramento-Stockton-Modesto CA Fresno-Visalia CA San Diego CA Monterey-Salinas CA Other Page 11 of 28 Date: November 2, 2018 Client: SLO CAL Date Range: October 1 - 31, 2018 Top Referrers: Sessions Bounce Rate Avg. Session Duration Pages / Sessions m.facebook.com 664 13.10%0:01:52 1.11 visitcalifornia.com 655 9.16%0:04:02 2.61 avilavillageinn.com 213 15.49%0:03:40 2.33 rd.com 172 10.47%0:01:27 1.45 lm.facebook.com 142 11.27%0:02:09 1.40 slocal.simpleviewcms.com 136 2.21%0:13:53 5.11 facebook.com 118 14.41%0:01:49 1.53 l.instagram.com 83 10.84%0:02:09 1.71 slocal.com 73 73.97%0:00:58 1.52 parent.calpoly.edu 62 12.90%0:03:25 2.23 Totals 3,457 12.61%0:03:30 2.28 Top Campaigns: Campaign Source / Medium Sessions % New Sessions Avg. Session Duration Bounce Rate CA_TO-DO goodway / sem 4,028 91.41%0:01:30 25.35% fy19_miles sharethrough / native 2,949 94.78%0:00:48 75.08% CA_BEACH goodway / sem 1,742 86.62%0:01:30 27.04% Sitelink goodway / sem 1,475 81.02%0:01:37 17.83% fy19miles mediaiq / display 847 89.26%0:01:41 18.42% fy19miles sojern / display 823 94.65%0:00:47 30.62% CA_TRAVEL goodway / sem 712 87.08%0:02:25 14.19% CA_OUTDOOR goodway / sem 451 90.47%0:01:12 19.29% fy19miles adara / display 406 86.70%0:00:58 44.58% fy19miles samsung / video 337 88.13%0:01:10 13.95% fy19_miles youtube / video 179 88.83%0:01:34 8.38% fy19miles samsung / display 171 91.23%0:01:34 15.79% fy19_miles samsung / video 115 92.17%0:00:56 10.43% fy19_miles facebook / video 65 90.77%0:00:32 6.15% slocalspring GoodwayGroup / display 59 22.03%0:02:49 18.64% Totals 14,532 89.49%0:01:21 33.78% Referrer Page 12 of 28 Date: November 2, 2018 Client: SLO CAL Date Range: October 1 - 31, 2018 In-MarketVs Visitor: 4,606 15,686 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 In-Market Out of Market Desktop Visits 5,399 47,575 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 In-Market Out of Market Mobile/Tablet Visits 77.30% 22.70% 89.81% 10.19% Page 13 of 28