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Home My WebLink About01-09-2019 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, January 9, 2019 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, December 12, 2018 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 AMF + Matchfire Marketing Report C.5 Chamber Visitor Center Report C.6 TOT Report PRESENTATIONS 1. MARKETING AGENCY QUARTER REPORT 25 mins Representatives from AMF and Matchfire will present the quarter report for the marketing activities for the SLO TBID. 2. CHAMBER QUARTER REPORT 15 mins Representatives from the SLO Chamber will present the quarter report for the Guest Service and Public Relations contracts with the SLO TBID. BUSINESS ITEMS Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of public testimony. 1. VISITSLO.COM AQUISTION UPDATE 10 mins Staff will update the Board on the status of the VisitSLO.com acquisition. 2. TBID STRATEGIC PLAN 15 mins The committee will begin the discussion on the timeline and next steps for the TBID strategic planning process. 3. SCHEDULING OF FEBURARY TBID BOARD SPECIAL MEETING 5 mins The Board will discuss the scheduling of a Special Meeting of the Board in February and the cancellation of the regular monthly meeting due to staff’s attendance at a conference on behalf of the TBID. 4. BLACK DIAMOND: VISIT CALIFORNIA QUIZ NIGHT CO-OP 10 mins Staff will present the co-op proposal through the Black Diamond partnership to participate in the Visit California Quiz Night program. 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: NO MEETING 3. MARKETING COMMITTEE UPDATE – Minutes: January 2, 2019 4. PCC UPDATE –Minutes: December 12, 2018 5. SLO CAL UPDATE – Liaison Reports; November Activity Report & October STR 6. TOURISM PROGRAM UPDATE – Staff Report ADJOURN. POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on January 4, 2019, 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, December 12, 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, December 12, 2018, at 10:01 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, Clint Pearce Nipool Patel and Chair Bruce Skidmore Absent: Vice Chair Matthew Wilkins Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Jill Stollmeyer, Owner of East Wellbeing & Tea introduced herself and new business additions including a TukTuk style taxi and tours. --End of Public Comment-- 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 PUBLIC COMMENT None DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/12/2018 Pg. 2 --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER PATEL, SECONDED BY COMMITTEE MEMBER HUTTON, CARRIED 6-0-1, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6. PRESENTATIONS 1. SLO TROLLEY REPORT City of San Luis Obispo’s Transit Manager, Gamaliel Anguiano, presented the SLO Trolley route, experience, free holiday season rides, costs, ridership, and token system. The Board was able ask questions, review trolley materials, and request additional brochures to have at their properties. Public Comment None. --End of Public Comment-- No action was taken on this item. 2. MARKETING AGENCY REPORT Representatives from AMF and Matchfire presented a review of the November 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. 3. CHAMBER OF COMMERCE 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. Additionally, future publications to watch out for were presented. Public Comment DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/12/2018 Pg. 3 None --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. 2019 TRAVEL & ADVENTURE SHOW DELEGATION SELECTION With direction from the Board, staff collected interest forms from TBID property representatives to be entered a lottery for the two 2019 Travel & Adventure tradeshows delegate selections. Public Comment None --End of Public Comment-- Through the random lottery selection, Embassy Suites Delegate will be attending the Los Angeles show in February and Apple Farm will be attending the San Francisco/Bay Area show in March. The Apple Farm was selected as the alternate for the Los Angeles show and The Kinney was selected as the alternate for the San Francisco/Bar Area Show. 2. TRAVMEDIA IMM USA 2019 CCTC REPRESENTATION CO-OP Tourism Manager Cano presented the CCTC commitment to the 2019 Travmedia IMM USA event in New York and the opportunity to attend as the representative for the Central Coast. By committing to the co-op there will be additional opportunity for media appointments separate from the event. The committee discussed Cano’s recommendation to attend the event as the CCTC Representative and extend the trip by a day to include San Luis Obispo TBID specific media appointments. CCTC will pay for event registration and TBID will pay for travel and lodging. Public Comment Molly Kern commented on the event from a public relations perspective. --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER, SECONDED BY COMMITTEE MEMBER PATEL CARRIED 5-0-1, TO APPROVE BUDGET ALLOCATION OF $3,290 FOR PARTICIPATION WITH THE TRAVMEDIA IMM USA 2019 AS THE CCTC REPRESENTATIVE AS PRESENTED. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/12/2018 Pg. 4 3. WEBSITE UPDATE PROPOSAL With the recommendation from the Management Committee, Tourism Manager Cano presented the recommendation for the new VisitSLO.com website restructure and merging project by Matchfire. Board members provided feedback and asked questions of the Management Committee, Matchfire representative and staff. Public Comment None. --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER, SECONDED BY COMMITTEE MEMBER PEARCE CARRIED 5-0-1, TO APPROVE THE FEE OF $51,000 as presented in the proposal FOR THE PROPOSED WEBSITE PROJECT OVER THE COURSE OF TWO YEARS ACCORDING TO THE PROPOSED PAYMENT SCHEDULE. Approved the website development project as proposed at the investment of $51k 4. TBID STRATEGIC PLAN CONSULTANT SELECTION Tourism Manager Cano reviewed the process of receiving Strategic Plan proposals and Management Committees recommended selection based off of a rating system. Public Comment None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECONDED BY COMMITTEE MEMBER PATEL CARRIED 5-0-1, TO APPROVE THE SELECTION AND CONTRACTING OF THE CORAGGIO GROUP FOR THE 2019-2024 SAN LUIS OBISPO TBID STRATEGIC PLAN DEVELOPMENT. TBID LIAISON REPORTS AND COMMUNICATION 1. Hotelier Update Board Member Pearce reminded the members that he will be terming out in March 2019. 2. Management Committee Update DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/12/2018 Pg. 5 Tourism Manager Cano reviewed the December 6th, 2018 meeting. 3. Marketing Committee Update Marketing Committee Members Harris reviewed the December 5th, 2018 meeting. 4. PCC Update Tourism Manager Cano reviewed the minutes of the November 14th, 2018 meeting. 5. SLO CAL Update 6. Tourism Program Update 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 December 2018WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 59.4 54.8 58.1 107.37 133.66 114.46 63.77 73.25 66.48 2.0 -24.1 -6.6 2.9 -0.4 0.2 5.0 -24.4 -6.4City of Pismo Beach 39.7 48.8 42.3 111.16 151.90 124.59 44.12 74.09 52.68 -18.1 -40.6 -27.2 0.5-3.0 -3.5 -17.7 -42.4 -29.8City of San Luis Obispo 54.0 53.4 53.8 111.13 135.60 118.06 60.04 72.41 63.57 -7.5 -37.5 -18.6 3.4 -10.6 -4.6 -4.3 -44.1 -22.3City of Morro Bay37.6 46.4 40.1 90.34 119.29 99.92 33.94 55.41 40.07 -11.0 -39.8 -23.2 -0.3 -7.1 -6.2 -11.3 -44.0 -27.9WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 54.2 49.7 52.9 104.93 127.36 110.95 56.91 63.32 58.74 -9.1 -6.8 -8.5 1.1 1.21.2 -8.1 -5.6 -7.4City of Pismo Beach 38.9 53.0 43.0 111.50 156.00 127.19 43.42 82.73 54.65 -25.0 -11.0 -20.6 0.77.5 4.6 -24.5 -4.4 -16.9City of San Luis Obispo 49.5 61.8 53.0 108.18 153.47 123.26 53.55 94.84 65.35 -14.3 10.5 -7.4 2.8 18.6 10.1 -11.8 31.0 2.0City of Morro Bay33.0 46.4 36.8 87.64 124.98 101.10 28.91 58.05 37.23 -35.2 -4.5 -26.7 -4.1 9.0 3.3 -37.9 4.1 -24.3WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 46.9 57.2 49.8 100.61 130.26 110.33 47.15 74.46 54.95 1.9 22.5 7.8 0.3 2.4 2.0 2.1 25.4 10.0City of Pismo Beach 41.0 56.6 45.4 109.13 154.24 125.19 44.72 87.33 56.89 -19.3 9.5 -10.9 -4.1 -0.6 -0.5 -22.6 8.8 -11.4City of San Luis Obispo 49.9 54.1 51.1 104.17 132.90 112.86 51.97 71.88 57.66 1.9 7.8 3.6 -5.3 -2.2 -4.0 -3.5 5.3 -0.5City of Morro Bay37.3 52.7 41.7 86.94 124.42 100.47 32.44 65.56 41.91 -13.8 15.3 -5.1 -3.7 3.6 1.3 -17.0 19.4 -3.9WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 64.8 89.0 71.7 118.43 157.57 132.31 76.76 140.26 140.26 -6.5 20.2 1.5 -1.8 7.7 3.1 -8.1 29.4 4.7City of Pismo Beach 68.1 88.5 74.0 157.66 195.29 170.53 107.43 172.82 172.82 -5.3 5.4 -1.9 -3.73.5 -0.7 -8.8 9.1 -2.5City of San Luis Obispo 67.5 89.9 73.9 135.46 164.78 145.65 91.38 148.06 148.06 -5.9 15.8 0.6 2.5 8.2 5.3 -3.6 25.3 6.0City of Morro Bay66.9 88.8 73.1 124.44 155.70 135.28 83.22 138.20 138.20 -2.6 11.6 1.9 -1.1 5.8 2.0 -3.8 18.1 3.9Current Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParRevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRWeek of December 23, 2018 to December 29, 2018Week of December 16, 2018 to December 22, 2018Week of December 3, 2018 to December 15, 2018Week of December 2, 2018 to December 8, 2018 Report to City of SLO – TBID and PCC Public Relations Contract December 2018 Media/Community Relations 1. Pitched San Luis Obispo for inclusion in the Phoenix Magazine’s 2019 adventure guide. 2. Continued planning influencer Jackie McEwan’s wellness focused press trip to SLO in February. 3. Hosted freelancer on assignment with Fodors for site tours of new hotels in the City of SLO and planned second trip for early January. 4. Continued working with the ‘Beyond the Campus Tour’ group of destinations to pitch the press trip. 5. Began planning for ‘Money for a Rainy Day’ launch with a focus on digital and deal/budget focused travel outlets. 6. Provided photos for Brit+Co. article about the SLO Tri-Tip Challenge. 7. Worked with the LOSSAN – Pacific Surfliner team to update destination information about San Luis Obispo for their site and pitches. 8. Submitted the following content for Visit California’s Story Ideas. a. What’s New i. The Mark SLO ii. Leroy’s at The Kinney SLO iii. Live Oak Music Festival iv. McConnell’s Fine Ice Cream Comes to SLO v. Downtown Donut Factory vi. New ‘Out There’ Brewery Comes to SLO vii. Hotel Serra viii. SLO Creek Lodge Bed & Breakfast ix. BoltAbout x. Hotel San Luis Obispo xi. Big SLO Bike b. Pitches & Leads: (California’s Murals and Street Art) i. San Luis Obispo Library Mural ii. Utility Box Art Program iii. The Creamery Marketplace iv. Kreuzberg Murals c. Pitches & Leads: (Accessible Travel for Families) i. Madonna Inn Trail Rides ii. Sunset Drive-In (experience the movies from the comfort of your own car) iii. San Luis Obispo Children’s Museum Report to City of SLO – TBID and PCC Public Relations Contract December 2018 9. Submitted the following content for CCTC a. Accessible Travel for Families i. San Luis Obispo Children’s Museum ii. SLO Railroad Museum iii. Sunset Drive-In iv. Madonna Trail Rides b. Central Coast Murals i. “Movimiento Mundial” (SLO Public Library) ii. Utility Box Art Program iii. Canned Pineapple Co. (“SLO Irresistible” in the creamery) iv. Kreuzberg Murals v. Marsh Street Parking Garage vi. Bubblegum Alley vii. Cowparade Cows 10. 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 December 2018 1. 5 Off-the-Beaten-Path Hiking Trails to Tackle in 2019 Brit + Co. featured the Central Coast Tri-Tip challenge which includes hiking popular trails and then eating at Firestone Grill. UVPM: 6.71M 2. 7 Hotels That Will Help You Achieve Your New Year’s Resolutions VOGUE highlights the Coast Starlight Train as a part of their article, which notes a stop in San Luis Obispo. UVPM: 6.6M 3. California Road Trip | Santa Barbara to Big Sur London Blogger, Lucy Williams writes about San Luis Obispo in her blog, Fashion Me Now. She mentions stopping at Madonna Inn and High Street Deli. 4. The Tribune posted about things to do in SLO on multiple dates. Highlights include Holiday Performances at the SLO Rep, the Levity Academy and Cal Poly’s Performing Arts Center. a. 18 things to do in SLO County on Sunday, Dec. 9 b. 14 things to do in SLO County on Friday, Dec. 14 Report to City of SLO – TBID and PCC Public Relations Contract December 2018 c. 18 things to do in SLO County on Saturday, Dec. 15 d. 13 things to do in SLO County on Friday, Dec. 21 e. 15 things to do in SLO County on Saturday, Dec. 22 f. 13 things to do in SLO County on Sunday, Dec. 23 g. 11 things to do in SLO County on Friday, Dec. 28 h. 10 things to do in SLO County on Saturday, Dec. 29 UVPM: 850K 5. Mission San Luis Obispo de Tolosa Visit California features the Mission in downtown San Luis Obispo and specifically calls out the concerts in the Plaza. It was featured again by Visit California in another article on missions on the Central Coast. UVPM: 1K 6. Looking to turn up the heat in the bedroom? Try one of these sexy 'Cuffing Season' getaways Numerous news outlets including Canoe.com and The Toronto Sun picked up this story which featured The Kinney SLO, a hotel that brings back the best parts of college. UVPM: 12.8M 7. Travel in 2019 – What’s HOT on the horizon! Lifestyle blog Champagne Living also featured The Kinney SLO calling it “a fun place to ear, sleep and play for the young at heart.” UVPM: 55.3K Report to City of SLO – TBID and PCC Public Relations Contract December 2018 8. Six Producers Bringing out the Best in California Zinfandel Wine Enthusiast featured Bill & Tom Greenough of Saucelito Canyon known for their Zinfandel. UVPM: 462K 9. Numerous outlets reported on the added flights by American Airlines which include the first addition in April to SBP. These sources include: a. American Airlines Adds 16 Regional Routes for Summer 2019, Expands Europe Frequencies b. American Airlines to add 18 routes, including new flights to Glacier National Park c. Summertime, and the Travel Is Easy: American Airlines Introduces 18 New Routes and Adds Seats to Paris and Madrid d. American Airlines Announces Several New Routes in 2019 e. Routes: American, United bulk up + Emirates celebrates + Delta boss in BOS + more f. American Airlines Announces 18 New Routes UVPM: 150M 10. Local news outlets The Tribune and Paso Robles Daily News covered the new Dallas flight as well. a. SLO County airport to add new flight to Dallas- Fort Worth b. San Luis Obispo Airport launches new nonstop service to Dallas/Fort Worth c. Journeys of Discovery: San Luis Obispo, home to America's 5th fastest-growing airport UVPM: 887K 11. The Friday Flyer a club newsletter published by Golding Publications highlighted the Amtrak journey from San Diego to SLO which includes a stay at the Madonna Inn. UVPM: 6K Report to City of SLO – TBID and PCC Public Relations Contract December 2018 12. Celebrate the new year at the annual Jewish Film Festival Paso Robles Daily News wrote about the SLO Jewish Film Festival, a weekend long event. UVPM: 29.4K 13. The Travel Splurge You Should Treat Yourself To Next Year, Based On Your Zodiac Sign My Style News blog suggested those born between June 21-July 22 “Get Quirky at The Madonna Inn”. UVPM: 16.4M 14. You Need to Go: New Year's Eve entertainment The Santa Maria Times showcases Michael Nowak and Orchestra Novo performing at the Cal Poly Performing Arts Center. UVPM: 187K Report to City of SLO – TBID and PCC Public Relations Contract December 2018 15. Cover Stars: Sue Mackintosh UK travel agent from SuperFAM, Sue Mackitosh talked about visiting SLO’s “incredible” and “magical” Farmers Market in Travel Weekly. UVPM: 16.9K 16. The Best Beach Vacation for Every Month of the Year Reader’s Digest highlighted The Kinney as their pick of where to stay in October. They also referenced downtown’s SLO’s BBQ, Bubblegum Alley and the Farmer’s Market as must-dos. UVPM: 16.4M SLOTBID AGENCY REPORT December 2018 HAPPENING NOW • 2018–2020 Campaign Underway • Web Performance Review • Our Gift to You Seasonal Promotion • SLO Discovery Weekend Planning • Rainy Day Promotion Preparation • SLO Craft Beer Fest Promotion Planning • Live Oak Music Festival Marketing Assist SLO VACATIONS • Events Management UPDATED PAGES • San Luis Obispo Museums • San Luis Obispo Downtown Trolley • San Luis Obispo Restaurant Month SEO • Broken links fixed • Alt image tags added • Position tracking EMAIL • 69 new leads from email sign-up form • Ongoing Welcome Series + Hotel Page Email • SLO Happenings: December Events • Consumer Email: Rainy Day Promo SHARESLO • Influencer Program -Influencer Outreach -Presentation of Candidates • Cross-promotion on Cal Poly Social Channels • Ticket Tuesday Promotion • Community Blog Posts: -SLO Coffee Shops -Ring in the New Year in SLO SLOTBID AGENCY REPORT STRATEGIC PARTNERSHIPS Visit SLO CAL -Visitors Guide -Brand USA -Arrivalist review SLO Wine Country -e-Newsletter content Cal Poly -Alumni Weekend -e-blast LOOKING AHEAD • Rainy Day promotion kicks off January 1 • Roll-out two new social videos • SLO Craft Beer Festival Feb 22–23 • Festival Mosaic Winter Mezzo Feb 22–24 • Cal Poly Baseball sponsorship December 2018 SLOTBID AGENCY REPORT SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 15,691 28,118 13,436 slocity.org facebook.com instagram.com FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 0 102,250 186,139 3,864 108 1,746 TWITTER New Followers Total Followers Total Engagements #ShareSLO 23 4,156 362 681 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 90 14,510 132,580 3,489 8,531 3,056 PINTEREST Average Daily Profile Impressions Average Daily Profile Users Average Monthly Viewers Average Monthly Engaged 31 19 681 16 YOUTUBE SLO Promo Video 44,794 December 2018 Report to City of SLO – TBID Phone Line and Availability Contract December 2018 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 December 2017 December 2018 Calls to 1-877-SLO-TOWN 11 11 13 15 47 50 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 December 2017 December 2018 Email Response 14 15 16 13 63 58 Phone Calls to Hotels 38 42 61 40 174 181 Hotel Referrals Week 1 Week 2 Week 3 Week 4 December 2017 December 2018 Visitors Served (Walk-ins) 1,360 1,312 1,879 1,516 6,191 6,067 Farmers’ Market* n/a n/a n/a n/a n/a n/a Hotel Rooms Referred 283 276 374 388 1,490 1,321 *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$ 681,424$ 11.2%November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 394,707$ ‐24.0%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$ 3,407,398$ ‐54.6%*Figures from Smith Travel Research Report 2017‐18 2018‐19 Change +/‐2017‐18 2018‐19Change +/‐2017‐18 2018‐19Change +/‐July 84.8 85.2 0.5 174.1 175.1 0.6 147.7 149.2 1.0August 76.3 81.3 6.7 158.2 166.5 5.2 120.7 135.4 12.2September 74.5 72.3 ‐2.9 158.4 163.1 3.0 117.9 117.9 0.0October 70.0 72.7 3.9 147.1 151.2 2.8 102.9 109.9 6.8November 65.7 67.7 3.1 136.3 143.0 4.9 89.5 96.7 8.1December 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 70.79 75.84147.51159.77105.05121.82Occupancy ADRTOT ComparisonRevPARNov. - missing 12x TBID TOT Tourism Business Improvement District Marketing Committee Meeting Meeting Minutes January 2, 2019 – 10:30 a.m. City Hall Chamber Hearing – 990 Palm Street, San Luis Obispo BOARD MEMBERS PRESENT: Dean Hutton and LeBren Harris BOARD MEMBERS ABSENT: Matthew Wilkins STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:31 a.m. BUSINESS ITEMS 1. Our Gift to You Promotion Recap Tourism Coordinator Burns presented the 2018 ‘Our Gift to You’ promotion recapitulation. The summary included the tracking process, promotion marketing, results, and TBID constituent participation. The committee discussed the statistics presented, their property’s occupancy during the promotion, and suggestions for future promotions. 2. Website Analytics Discussion Agency representatives reviewed the SanLuisObispoVacations.com website metrics with the committee and provided insight on the current strategic direction and spend allocations. The committee discussed key performance indicators and what factors directly corelate to the industry and website traffic. No action was taken. 3. New Business • Committee Discussion – o Board Member Hutton announced that an Apple Farm team member will be leaving. o Influencer program status o Rose Bowl Wine Symposium o Upcoming meeting dates • January Board Meeting will stay the same • February Board Meeting may change due to Outlook Forum • Future Agenda Items – o Tradeshows – Taste of Washington o Fund balance discussion o Influencer program • Next Committee Meeting: Wednesday, January 2nd, 2019 at 10:30 a.m. in City Hall’s Council Hearing Room. Meeting was adjourned at 11:37 a.m. DRAFT Minutes – Promotional Coordinating Committee Meeting of December 12, 2018 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, December 12, 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, December 12, 2018 at 5:32 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Vice Chair Levi. ROLL CALL Present: Committee Members Diana Cozzi, Melissa Godsey, Dana Matteson, John Thomas, and Vice Chair Daniel Levi Absent: Committee Member Matthew Wilkins and Chair Zoya Dixon 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 the Regular Meeting of Wednesday, November 14, 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 December 12, 2018 Page 2 PUBLIC COMMENT None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER GODSEY, SECONDED BY COMMITTEE MEMBER MATTESON, 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 public relations activities, highlighting coverage in the Philadelphia Sun, Amtrak publications, and The Scottish Sun. Public Comment None --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. Strategic Plan Work – Community Placemaking Tourism Manager Cano reviewed City Management feedback on the “Community Placemaking” concept and their relationship to other City programs, and presented additional ideas introduced by City Management. Public Comment None --End of Public Comment-- ACTION: No action at this time. DRAFT Minutes – Promotional Coordinating Committee Meeting of December 12, 2018 Page 3 2. PCC Strategic Plan Funding The committee discussed their current budget, the range of topics still to be addressed, and the potential costs for further work. Tourism Manager Cano introduced the idea of focusing their work on the creation of the Community Placemaking program and possibly hiring a facilitator with that focus. Public Comment None --End of Public Comment-- ACTION: By consensus the committee directed staff to further research the possibility of hiring a facilitator to help focus on the Community Placemaking project. 3. 2019 Mid-State Fair Showcase of Cities The committee reviewed the challenges faced in participation in the 2018 Mid-State Fair Showcase of Cities and discussed sponsorship to participate in the 2019 event. Public Comment None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECONDED BY COMMITTEE MEMBER MATTESON, CARRIED 5-0, TO ALLOCATE $100 TO RESERVE A SPOT FOR PARTICIPATION IN THE 2019 SHOWCASE. 4. GIA Application Review The committee reviewed the 2018-19 GIA application template and discussed resultant issues and successes from the changes made for the 2018-19 application process. There was consensus that the 2018-19 process worked well and should be continued for 2019-20. Public Comment None --End of Public Comment-- ACTION: No Action at this time. DRAFT Minutes – Promotional Coordinating Committee Meeting of December 12, 2018 Page 4 PCC LIAISON REPORTS AND COMMUNICATION 1. Grants-in-Aid (GIA) Update Tourism Manager Cano reviewed two Cal Poly projects and the City Farm project. 2. Tourism Business Improvement District (TBID) Board Report Tourism Manager Cano reported that the TBID decided to enter into an agreement to purchase the “VisitSLO.com” website domain name at their November 14th meeting, dedicated approx. $ 51,000 to development of the site at the December 12th meeting, and approved travel to a media event in January 2019 for the Tourism Manager. 3. Tourism Program Update St Tourism Manager Cano presented an update on the recent and upcoming Tourism Program activities, including: • Advisory body recruitment – Committee members John Thomas and Diana Cozzi terms are expiring in March. Both are eligible to apply for another term. • 2019-21 Financial Plan process o Open City Hall online allows for input until January 16, 2019 o Community Forum - January 23, 2019 6 p.m. – 9 p.m. o Council Goal Setting Workshop – February 4, 2019 • Strategic partners o SLO Coast Wine Collective (previously known as SLO Wine) elected Tourism Manager Cano to a Board position. • Central Coast Tourism Council o Reviewed the January media event in New York o Noted selection of top two picks from the Marketing Agency RFP • Cal Travel – Hosting a sustainable hospitality summit in Monterey in January ADJOURNMENT The meeting was adjourned at 6:49 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, January 9, 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 Activity Report, November 2018 Comfort Inn Downtown and Visit SLO CAL Recognized by Assemblyman Jordan Cunningham Hemant and Jalpa Patel, owners of the Comfort Inn, Morro Bay were honored as Assemblyman Jordan Cunningham's Small Business of the Month in November. The Patels were recognized for the investments they have made to enhance the quality of tourism in Morro Bay and the county. As a lodging investor and member of the Visit SLO CAL Board of Directors, Hemant Patel is helping drive marketing, sales and air service development initiatives that will benefit the industry and broader community of SLO CAL. Visit SLO CAL and its board were also recognized by the office of Assemblyman Cunningham at the November board meeting for their successes over the last three years. T his honor included their work to drive economic impact of the tourism industry in SLO CAL, leading the industry through the closure of Highway 1 and for winning Visit California’s 2018 Poppy Award for Best Digital Campaign. Visit SLO CAL Takes SAVOR to the San Diego Bay Wine & Food Festival On November 17 Visit SLO CAL’s Vice President of Marketing Brooke Burnham and Marketing & Brand Manager Jordan Carson attended the San Diego Bay Wine & Food Festival. In it s third year, the SAVOR booth moved to a new, larger location allowing for consumers to linger longer, play yard games, interact with partners and soak in the SLO CAL way of life. Ten wine, beer, distillery, artisan product and food partners filled the space, of which 6 were first-time attendees. On the Horizon: Taste Washington March 30-3 1 in Seattle New Brand Photography + Videography Produced During the week of November 27, Visit SLO CAL’s creative agency BCF traveled around San Luis Obispo and Highway 1 capturing new brand photography and videography. Locations included Irish Hills and Cerro San Luis with hikers and mountain bikers, Cayucos, Cambria, San Simeon and Ragged Point. The Farmers Market shoot had to be postponed due to rain and will be re-scheduled for the next creation trip. These new assets will be used to refresh the spring/winter paid media campaign set to launch in January. 0 - PR and Travel Trade - VSC-Assisted Media Placements ● Newsweek – Road Tripping the California Coast ● The Arizona Republic – San Luis Obispo is the Laid-Back California Vacation Spot You’ve Been Looking For ● Global Travel Info – San Luis Obispo County Offers a Slow-Paced, but Action-Packed Vacation Destination ● Paste Magazine – How to Drink Your Way Through Laid Back Central California Media Visits • Visit California Scandinavian FAM Travel Trade o World Travel Market & Germany Sales Days § London and Frankfurt, November 3-9 o FAM – Holiday Architects § November 26-28 Film SLO CAL • Statistics as of November 27: o 93 productions o 210 filming days o # of rooms used: 1,319 Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000. SLO Wine Country featured on PasteMagazine.com (left); Morro Bay featured on Newsweek.com (right). VISIT SLO CAL WEB ACTIVITY SESSIONS: 64,485 USERS: 52,719 PAGE VIEWS: 136,012 AVG. PAGE VIEWS/VISIT: 2.11 AVG. TIME ON SITE: 2:42 TOTAL ORGANIC TRAFFIC: 32,594 MOBILE SESSIONS: 45,856 MOST VISITED EVENT PAGE: MORRO BAY LIGHTED BOAT PARADE (1.7K) TOTAL BLOG VISITS: 6,937 MOST VISITED BLOG: 15 FREE THINGS TO DO IN SLO CAL (601 VISITS) VISIT SLO CAL SOCIAL MEDIA ACTIVITY FACEBOOK: 42,588 TOT. ORGANIC IMPRESSIONS: 151,561 HIGHEST ORGANIC REACH: MONARCH BUTTERFLY GROVE OPENING (28.5K PEOPLE REACHED) HIGHEST ORGANIC ENGAGEMENT: MONARCH BUTTERFLY GROVE OPENING (2.9K ENGAGEMENTS) FOLLOWERS TWITTER: 8,330 TOT. ORGANIC IMPRESSIONS: 31K PINTEREST: 745 INSTAGRAM: 22,629 VISITOR GUIDE DIST. GUIDES DISTRIBUTED: 651 THIS MONTH IN SLO CAL SUBSCRIBERS 34,937 OPENS: 4,142 CLICK-THROUGHS: 655 THIS WEEK IN SLO CAL CIRCULATION: 1,916 MOST CLICKED LINK: STR REPORT Visit SLO CAL Attends World Travel Market and Germany Sales Days From November 3-9 Visit SLO CAL’s Director of Travel Trade Michael Wambolt attended World Travel Market in London, the largest global travel event in the United Kingdom. SLO CAL was one of only two Central Coast destinations and utilized its partnership with Black Diamond to book appointments with trade and media during this three-day event. Wambolt also attended the accompanying Visit California Germany Sales Days in Frankfurt, meeting with trade and media as well as taking part in an evening event with 100+ trade and media in attendance. October 2018 vs October 2017 Lodging Statistics (STR, Inc.) Date: December 7, 2018 Client: SLO CAL Date Range: October 1 - 31, 2018 Executive Overview: Organic Traffic Overview: Sessions increased by .5%. Avg. session duration improved by 9%, and pages/session decreased by 29%. The top organic landing pages this month were: the home page, Events and Festivals, Lighted Boat Parade, Holiday Events and Festivals, Calendar of Events, Annual Cayucos Car Festival, Live Music Concerts, 52nd Annual South County Holiday Parade Total Traffic Overview: Sessions decreased by 35% (-32,865 sessions). Top Losses by Channel: Social: - 95% (-23,383), Display - 78% (-4,760), Direct: -45%% (-4,004) Top Loss by Category: Blog -63% (7,363) SEO Snapshot: YoY Organic Landing Page Traffic Comparison - Top Areas Events Pages saw a -39% change in Sessions. (-4,193 Sessions) Listing (Profile) Pages saw a -60% difference in Sessions (-3,107 Sessions) The Home Page saw a +114% change in Sessions. (+ 2,450 Sessions) Things to Do (Activities) saw a +61% difference in Sessions. (+ 1,005 Sessions) Blog Pages saw a -55% difference in Sessions. (-3,126 Sessions) Explore Pages saw +3% change in Sessions. (108 Sessions) SEO Recommendation: Avoid using numbers in URL (2018, 52nd, Top 10). Numbers in URLs can limit the shelf life of pages. Keeping a URL for a blog/page/event and updating the content allows the page to grow in authority Industry Averages:Engagement Metrics Industry Average Your Website % Difference Total Pages Per Session:1.97 2.11 6.60% Total Average Session Duration:0:01:42 0:02:42 36.96% Total Bounce Rate:55.78%14.52%-284.29% Organic Pages Per Session:2.05 2.26 9.19% Organic Average Session Duration:0:01:56 0:03:33 45.51% Organic Bounce Rate:50.17%10.68%-369.63% SEO Overview Page 2 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: June 1 - November 30, 2018 Total Traffic Overview: Jun Jul Aug Sep Oct Nov Sessions:81,115 71,143 72,972 55,258 73,266 64,485 Users:64,714 55,701 59,051 44,998 58,915 52,719 Bounce Rate:12%17%23%21%27%15% Pageviews:218,200 155,972 152,518 114,473 137,885 136,012 Avg Pageviews Per Visit:2.69 2.19 2.09 2.07 1.88 2.11 Avg. Session Duration:0:02:44 0:03:21 0:03:02 0:02:57 0:02:35 0:02:42 Total Organic Search Traffic:39,939 49,878 37,191 30,913 32,590 32,594 % of Traffic Organic Search:49%70%51%56%44%51% Entry Pages From Search:1,831 2,026 1,834 1,772 1,760 1,703 VisitSLOCounty Visits:0 0 0 1 0 0 VisitSLOCounty Bounce Rate:0%0%0%100%0%0% Mobile/Tablet SnapShot: Jun Jul Aug Sep Oct Nov Sessions:58,038 47,254 50,247 38,574 52,974 45,856 % of Sessions:72%66%69%70%72%71% Bounce Rate:14%16%25%24%31%14% Pageviews: 126,463 82,084 85,035 64,301 79,413 85,494 Avg. Session Duration:0:02:12 0:02:51 0:02:30 0:02:27 0:02:07 0:02:18 0 20,000 40,000 60,000 80,000 100,000 120,000 Jun Jul Aug Sep Oct Nov 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 20,000 40,000 60,000 80,000 Jun Jul Aug Sep Oct Nov Mobile/Tablet Visits Prior Year This Year Page 3 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: June 1 - November 30, 2018 Organic Traffic % of Total Site Traffic Sessions 32,594 50.55% Organic Engagement Compared to Site Engagement Pages / Session 2.26 7.03% Avg. Session Duration 0:03:33 31.57% New Sessions 70.21%-8.32% Bounce Rate 10.68%-26.40% Search Engine Visits Percent google 31,797 97.55% yahoo 394 1.21% bing 376 1.15% ask 26 0.08% google images 1 0.00% Totals 32,594 100.00% Top 10 Links to Site Links Pages Landing Page Visits Percent visitcalifornia.com 39,512 29 /4,598 14.11% reside.org 17,033 1 /events-and-festivals/3,214 9.86% destinationpasorobles.com 14,444 2 /event/lighted-boat-parade/3609/1,192 3.66% coterealtors.com 9,916 1 /events-and-festivals/holiday-events-festivals/1,163 3.57% centralcoast-tourism.com 7,907 20 /events-and-festivals/events-calendar/803 2.46% centralcoastrealestatephotography.com 7,392 4 /event/annual-cayucos-car-show/2540/708 2.17% pasowine.com 6,504 2 /events-and-festivals/live-music-concerts/595 1.83% digitalinteractive.us 6,270 2 /event/52nd-annual-south-county-holiday-parade/3527/447 1.37% tombarket.com 4,241 1 /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/435 1.33% theccrg.com 3,915 3 /things-to-do/402 1.23% Organic Search Traffic: 0 10,000 20,000 30,000 40,000 50,000 60,000 Jun Jul Aug Sep Oct Nov Organic Visits Comparison Prior Year Current Year Page 4 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: November 1 - 30, 2018 Goals: Goal Completions Visitors Magazine Request 142 Media Request 1 Meetings RFP 0 Enewsletter Sign-up 47 Top 20 Google Search Console Search Queries: Queries Clicks Impressions CTR Position san luis obispo 3,310 118,920 2.78%2 cayucos car show 2018 353 553 63.83%1 san luis obispo events 311 947 32.84%1.3 pismo beach 239 60098 0.40%8 grover beach christmas parade 2018 199 315 63.17%1 slo events 197 529 37.24%1.4 morro bay 171 43997 0.39%7.9 cayucos car show 145 398 36.43%1.6 paso robles 130 33487 0.39%9 slocal 122 514 23.74%1.7 things to do in san luis obispo this weekend 118 391 30.18%1.9 events in san luis obispo 117 353 33.14%1.4 visit slo cal 115 179 64.25%1 tall ships morro bay 2018 110 178 61.80%1.2 morro bay boat parade 108 1033 10.45%2.8 santa margarita 106 7369 1.44%3.3 morro bay lighted boat parade 104 374 27.81%1.4 vine street paso robles 2018 93 609 15.27%2.6 Page 5 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: November 1 - 30, 2018 hearst castle 93 91032 0.10%8.1 morro bay lighted boat parade 2018 89 682 13.05%1.9 Select Google Search Console Search Queries Year over Year Comparison: Reporting Month Change Reporting Month Change arroyo grande 67 67 11,030 11,030 arroyo grande hotels 0 0 60 60 atascadero hotels 0 0 76 70 avila beach 48 48 13,180 13,180 avila beach hotels 0 0 255 255 cambria ca 59 59 10,103 10,103 cambria ca hotels 0 0 417 417 cayucos 71 71 8,124 8,124 cayucos hotels 0 0 169 169 morro bay 171 171 43,997 43,997 morro bay hotels 0 0 288 288 nipomo ca 83 83 4,331 4,331 nipomo hotels 0 0 13 13 oceano hotels 0 0 28 28 paso robles 130 130 33,487 33,487 paso robles hotels 0 0 226 226 pismo beach 239 239 60,098 60,098 pismo beach hotels 0 0 831 831 san luis obispo 3310 3,278 118,920 118,920 san luis obispo hotels 17 17 6,576 6,576 san miguel ca 58 58 1,225 1,225 san simeon 46 46 12,621 12,621 santa margarita 106 106 7,369 7,369 YoY Clicks Queries YoY Impressions Page 6 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: November 1 - 30, 2018 santa margarita hotels 0 0 41 41 shell beach 32 32 2,528 2,528 shell beach hotels 0 0 216 216 Page 7 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: June 1 - November 30, 2018 External Links Listings: Link to Website Top 10 URLs Total Clicks Top 10 Websites Total Clicks vimeo.com/254752474 880 Nitt Witt Ridge 52 www.morrobay.org/events/lighted-boat-parade 451 Swinging Bridge 48 cayucoschamber.com 403 Mission San Luis Obispo de Tolosa 42 morrobaywinterfest.com/281 Sunbuggy Fun Rentals 38 www.applefarm.com/dining 182 Moonstone Beach 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.jpg181California Highway 1 Discovery Route 34 artcentermorrobay.org 163 Dia Feliz Spa 33 www.groverbeach.org 154 Pismo Coast Village RV Resort 30 www.historicalseaport.org/public-tours-sails/sailing-schedule/morro-bay-california/138 Freshwater Fishing Lopez Lake 29 www.slowine.com/events/harvest-on-the-coast.php 133 Ragged Point Beach 28 Listings: Link to Detail Top 10 Listings Total Clicks Nitt Witt Ridge 78 Swinging Bridge 76 California Highway 1 Discovery Route 60 El Moro Elfin Forest 51 Mission San Luis Obispo de Tolosa 35 Dia Feliz Spa 34 Morro Bay State Park 32 Ragged Point Beach 30 Mission San Miguel Arcangel 28 Moonstone Beach 27 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Jun Jul Aug Sep Oct Nov External Links Total Clicks Page 8 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: June 1 - November 30, 2018 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Jun Jul Aug Sep Oct Nov Listings: Link to Website Total Clicks 0 1,000 2,000 3,000 4,000 5,000 6,000 Jun Jul Aug Sep Oct Nov Listings: Link to Detail Total Clicks 0 2,000 4,000 6,000 8,000 10,000 12,000 Jun Jul Aug Sep Oct Nov Total Partner Referrals Page 9 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: November 1 - 30, 2018 Demographics & Interests Affinity Categories: Top 10 Affinity Categories Visits Shoppers/Value Shoppers 16,195 Food & Dining/Cooking Enthusiasts/30 Minute Chefs 15,666 Travel/Travel Buffs 13,264 Lifestyles & Hobbies/Pet Lovers 13,133 News & Politics/Avid News Readers 12,904 Lifestyles & Hobbies/Art & Theater Aficionados 12,883 Media & Entertainment/Book Lovers 12,544 Sports & Fitness/Health & Fitness Buffs 12,390 Media & Entertainment/Movie Lovers 11,767 Media & Entertainment/Music Lovers 11,279 Other Categories: Top 10 Categories Visits Arts & Entertainment/Celebrities & Entertainment News 8,672 News/Politics/Campaigns & Elections 5,079 Food & Drink/Cooking & Recipes 4,768 News/Weather 4,286 Travel/Air Travel 3,192 Arts & Entertainment/TV & Video/Online Video 3,174 Online Communities/Social Networks 2,915 News/Sports News 2,672 Sports/Team Sports/American Football 2,517 Real Estate/Real Estate Listings/Residential Sales 2,464 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 4.04% 15.37% 13.91% 9.99% 11.49% 7.73% 1.88% 9.63% 8.51% 7.07% 5.80% 4.58% 18-24 25-34 35-44 45-54 55-64 65+ Age Group by Gender Male Female Page 10 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: November 1 - 30, 2018 Top Content:Geographic: Top Landing Pages Entrances /18,765 /events-and-festivals/3,796 (not set)3,421 /event/lighted-boat-parade/3609/1,343 /events-and-festivals/holiday-events-festivals/1,212 /events-and-festivals/events-calendar/870 /event/annual-cayucos-car-show/2540/750 /events-and-festivals/live-music-concerts/628 /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/601 /explore/510 Top Content Pages Pageviews /41,609 /events-and-festivals/6,073 /events-and-festivals/events-calendar/2,734 /things-to-do/2,237 /events-and-festivals/holiday-events-festivals/2,046 /event/lighted-boat-parade/3609/1,660 /stay/1,308 /events-and-festivals/live-music-concerts/1,292 /things-to-do/attractions/1,172 /explore/1,119 Top Exit Pages Exits /14,847 /events-and-festivals/2,324 /event/lighted-boat-parade/3609/1,280 /events-and-festivals/events-calendar/1,055 /things-to-do/882 /events-and-festivals/holiday-events-festivals/857 /event/annual-cayucos-car-show/2540/726 /events-and-festivals/live-music-concerts/678 /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/491 /explore/472 16% 8% 7% 3% 2% 2% 2% 2% 2% 2% 57% Top Cities Los Angeles San Francisco San Luis Obispo Phoenix Seattle Atascadero Arroyo Grande Paso Robles Denver San Diego Other 76.2% 6.0% 4.7% 3.6% 1.8% 1.0% 0.6% 0.5% 0.5% 0.4% 4.4% Top States California Arizona Washington Colorado Nevada Texas New York Oregon Florida Virginia Other 31.38% 19.02% 16.67% 5.82% 4.71% 3.56% 2.39% 2.24% 2.05% 1.62% 10.55% 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: December 7, 2018 Client: SLO CAL Date Range: November 1 - 30, 2018 Top Referrers: Sessions Bounce Rate Avg. Session Duration Pages / Sessions visitcalifornia.com 697 9.76%0:04:03 2.76 m.facebook.com 358 15.08%0:01:34 1.78 madonnainn.com 192 5.21%0:04:01 3.16 avilavillageinn.com 177 11.30%0:03:57 2.37 slocal.simpleviewcms.com 157 2.55%0:13:20 8.01 facebook.com 129 15.50%0:01:20 1.64 blog.thediscoverer.com 80 1.25%0:01:58 2.35 slocal.com 78 62.82%0:00:38 1.68 l.facebook.com 77 7.79%0:01:51 1.66 pinterest.com 61 4.92%0:01:16 2.21 Totals 3,004 11.68%0:04:01 2.81 Top Campaigns: Campaign Source / Medium Sessions % New Sessions Avg. Session Duration Bounce Rate CA_TO-DO goodway / sem 4,491 89.47%0:01:16 26.16% Sitelink goodway / sem 1,599 79.24%0:01:41 16.07% CA_BEACH goodway / sem 1,563 87.27%0:01:31 29.69% fy19_miles sharethrough / native 1,422 92.97%0:00:45 75.74% CA_TRAVEL goodway / sem 714 87.96%0:02:08 19.47% CA_OUTDOOR goodway / sem 456 89.25%0:01:31 20.39% fy19miles sojern / display 454 95.81%0:00:39 30.84% fy19miles mediaiq / display 451 88.47%0:01:39 15.52% fy19miles adara / display 300 86.67%0:00:57 36.67% fy19miles samsung / video 190 74.21%0:02:34 4.21% fy19_miles youtube / video 159 89.31%0:02:19 6.92% fy19miles samsung / display 125 88.00%0:01:16 8.80% fy19miles mediaiq / video 94 93.62%0:00:54 10.64% fy19_miles samsung / video 70 85.71%0:01:41 4.29% fy19_miles mediaiq / video 43 90.70%0:00:53 25.58% Totals 12,258 87.71%0:01:23 29.40% Referrer Page 12 of 28 Date: December 7, 2018 Client: SLO CAL Date Range: November 1 - 30, 2018 In-MarketVs Visitor: 4,281 14,348 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 In-Market Out of Market Desktop Visits 6,032 39,824 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 In-Market Out of Market Mobile/Tablet Visits 77.02% 22.98% 86.85% 13.15% Page 13 of 28