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Home My WebLink About04-10-2019 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, April 10, 2019 10:00 A.M. Hampton Inn & Suites 1530 Calle Joaquin, San Luis Obispo 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. APPOINTMENT - OATH OF OFFICE Pragna Patel, appointed by the City Council on March 19, 2019, will take the oath of office to serve a second term on the TBID Board. CONSENT ITEMS C.1 Minutes of Meeting on Wednesday, March 13, 2019 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 20 mins Representatives from AMF and Matchfire will present the quarter report for the marketing activities for the SLO TBID. 2. CHAMBER QUARTER REPORT 20 mins Representatives from the SLO Chamber will present the quarter report for the Guest Service and Public Relations contracts with the SLO TBID. 3. SLO WINE QUARTER REPORT 15 mins Representatives from the SLO Wine will present the quarter report for the Strategic Promotional Partnership contract with the SLO TBID. BUSINESS ITEMS Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of public testimony. 1. ANNUAL PARTNERSHIP & FUNDING REQUESTS 60 mins The Board will receive presentations on the annual partnership requests. The partnership proposals will be presented by: • San Luis Obispo Chamber of Commerce • SLO Wine Country Association • Cal Poly Office of Student Affairs 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: March 28, 2019 3. MARKETING COMMITTEE UPDATE – Minutes: March 27, 2019 4. PCC UPDATE –Meeting Minutes: March 13, 2019 5. VISIT SLO CAL UPDATE – Liaison Reports; Visit SLO CAL Activity Report & STR 6. TOURISM PROGRAM UPDATE – Staff Report ADJOURN. POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on April 5, 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 3/13/2019 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, March 13, 2019 Regular Meeting of the Tourism Business Improvement District Board CALL TO ORDER A Special Meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on Wednesday, March 13, 2019 at 10:05 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, Nipool Patel (10:07 a.m.), Vice Chair Matthew Wilkins (10:06 a.m.) and Chair Bruce Skidmore Absent: Board Member Clint Pearce Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None --End of Public Comment-- CONSENT ITEMS C.1 Minutes of Special Meeting on Wednesday, February 20, 2019 C.2 Smith Travel Report C.3 Chamber Public Relations Report C.4 AMF + Matchfire Marketing Report C.5 Chamber Visitor Center Report C.6 TOT Report PUBLIC COMMENT None --End of Public Comment-- DRAFT Minutes – Tourism Business Improvement District Board Meeting of 03/13/2019 Pg. 2 ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECONDED BY COMMITTEE MEMBER PATEL, 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 February’s marketing activities, website and social media metrics, upcoming planned activities, and responded to Board questions. Additionally, Tourism Manager Cano reviewed the status of the Influencer Program. Public Comment None. --End of Public Comment-- No action was taken on this item. 2. CHAMBER MONTHLY REPORT Director of Communications and Business Education, Jacqui Clark-Charlesworth from the SLO Chamber of Commerce presented the previous month’s Public Relations contracts and responded to Board questions. Additionally, future publications to watch out for were presented. Public Comment None. --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. VISIT SLO CAL: 2019 IPW ACTIVATION CO-OP Tourism Manager Cano presented the co-op opportunity with Visit SLO CAL for the 2019 IPW Conference. The Marketing Committee provided their input and initial split opinions on the board recommendation. The Board discussed the activation options and interest in afternoon or evening co-op space. Public Comment DRAFT Minutes – Tourism Business Improvement District Board Meeting of 03/13/2019 Pg. 3 Jim Dantona, President and CEO of the San Luis Obispo Chamber of Commerce, provided input on the Anaheim Convention Center and proposed co-op activation space based on previous attendance at a conference held there. --End of Public Comment-- ACTION: MOTION BY BOARD CHAIR SKIDMORE, SECOND BY BOARD MEMBER WILKINS, CARRIED 6-0-1, to commit $10,000 from the available co-op budget for the City of San Luis Obispo TBID’s participation in the 2019 IPW co-op with Visit SLO CAL. 2. SLO HALF MARATHON EVENT PROMOTION SPONSORSHIP The Marketing Committee presented the event sponsorship application received from Race SLO for the 2019 Half Marathon Weekend Event to the board with the recommendation of an in-kind digital advertising offer through AMF instead of the requested items. The board discussed and provided feedback. Public Comment None --End of Public Comment-- ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD CHAIR SKIDMORE, CARRIED 6-0-1, to sponsor Race SLO’s 2019 SLO Half Marathon, Relay Races, 5k and Kids Races Event by providing $5,000 in-kind digital advertising through AMF Media Group from this year’s fiscal year budget research line item. 3. 2019-21 FINANCIAL PLAN: TBID BUDGET Tourism Manager Cano presented the proposed budget figures and the TBID process for the development of the 2019-21 budget allocations. Public Comment None --End of Public Comment-- No action was taken on this item. 4. ELECTION OF CHAIR & VICE-CHAIR DRAFT Minutes – Tourism Business Improvement District Board Meeting of 03/13/2019 Pg. 4 Tourism Manager Cano reviewed the bylaws for election of Chair and Vice-Chair for the term of April 2018 to March 2019, noting that Chair Wilkins is not eligible for another term as Chair. Public Comments: None --End of Public Comments--- ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY BOARD MEMBER HUTTON, CARRIED 6-0-1, to nominate Skidmore as Board Chair for the 2019- 20 year. Per the TBID bylaws, as past Board Chair, Board Member Wilkins continues to be the Vice Chair. 5. TBID STRATEGIC PLAN SCHEDULING Tourism Manager proposed potential dates for the next strategic planning sessions. Board members discussed current schedule and by consensus, calendared the following dates for Strategic Planning: Monday, April 29, 2019 Tuesday, April 30, 2019 Monday, May 20, 2019 Public Comment None --End of Public Comment-- No action was taken on this item. TBID LIAISON REPORTS AND COMMUNICATION 1. Hotelier Update Sands Inn and Suites recently was involved in a lawsuit regarding compliance of ADA room specifics not being listed on their website. The Red Lion will be eliminating the entire Lexington Inn brand. The Lexington Inn – San Luis Obispo will be going independent and changing its name to Buena Vista in the next four to six weeks. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 03/13/2019 Pg. 5 2. Management Committee Update Tourism Manager Cano reviewed the March 7, 2019 meeting. 3. Marketing Committee Update Tourism Manager Cano Hutton reviewed the March 6, 2019 meeting. 4. PCC Update Tourism Manager Cano reviewed the minutes of the February 20, 2019 meeting. A highlight of the meeting was a focus on the community place making project. 5. SLO CAL Update Tourism Manager Cano reviewed the recent Marketing Committee Retreat and updates on the upcoming IPW Co-op. 6. Tourism Program Update Tourism Coordinator Burns reviewed the recent March 2019 SLO Discovery Weekend and updates on the Money for a Rainy Day promotion. Tourism Manger Cano provided updates on partner contracts, event promotions, board member applications and upcoming scheduled regular and special TBID meetings: • Wednesday, March 27, 2019 - Marketing Committee at AMF • Wednesday, March 28, 2019 - Management Committee at City Hall • Wednesday, April 10, 2019 – TBID Board Meeting at Hampton Inn • Wednesday, April 10, 2019 – TBID Strategic Plan Session at Hampton Inn ADJOURNMENT The meeting was adjourned at 11:57 a.m. The next Tourism Business Improvement District Board meeting is scheduled for Wednesday, April 10, 2019 at 10:00 a.m., in Hampton Inn & Suites Conference Room, 1530 Calle Joaquin, San Luis Obispo, CA. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX Smith Travel Report ‐ March 2019WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 55.4 73.4 60.6 104.80 150.89 120.77 58.05 110.83 73.13 6.5 9.8 7.6 -3.1 -2.3-2.5 3.3 7.3 5.0City of Pismo Beach 51.9 71.4 57.5 122.21 177.78 141.92 63.48 126.89 81.59 -0.4 -0.7 -0.5 2.7 -1.3 0.9 2.4 -2.0 0.4City of San Luis Obispo 57.9 76.9 63.3 123.44 172.04 140.29 71.50 132.22 88.85 -1.5 -2.2 -1.7 2.1 6.0 3.7 0.6 3.7 1.9City of Morro Bay43.1 67.9 50.1 95.08 143.73 113.90 40.93 97.58 57.12 -2.6 -6.3 -4.1 -0.4 -1.7 -1.5 -3.0 -8.0 -5.5WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 66.8 80.4 70.7 112.24 185.52 136.04 75.00 149.09 96.17 25.0 0.7 15.9 2.7 -4.0 -3.3 28.3 -3.4 12.0City of Pismo Beach 58.1 80.1 64.4 124.32 188.46 147.12 72.20 150.90 94.69 12.9 10.9 12.1 0.5 -1.4 -0.6 13.4 9.3 11.5City of San Luis Obispo 62.3 73.4 65.4 123.96 165.03 137.12 77.17 121.15 89.74 4.4 0.4 3.1 2.1 -2.3 0.1 6.6 -1.9 3.2City of Morro Bay52.1 76.2 59.0 98.76 148.97 117.30 51.42 113.52 69.16 14.2 16.2 14.9 4.1 2.33.4 18.9 18.9 18.9WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 62.8 79.2 67.5 109.45 160.55 126.58 68.75 127.11 85.42 2.0 5.4 3.1 -5.5 -2.8-4.1 -3.6 2.4 -1.1City of Pismo Beach 62.7 81.4 68.0 133.25 196.33 154.83 83.49 159.88 105.32 23.9 2.8 15.8 4.7 3.1 2.1 29.8 6.1 18.3City of San Luis Obispo 64.8 81.5 69.6 125.89 172.05 141.34 81.57 140.18 98.31 8.6 -0.6 5.3 4.2 5.9 4.2 13.2 5.2 9.8City of Morro Bay57.2 78.4 63.3 101.23 154.13 119.97 57.88 120.90 75.89 24.2 1.5 15.1 2.7 2.60.6 27.6 4.2 15.7WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 64.2 84.0 69.9 107.31 163.90 126.75 68.92 137.74 88.58 -10.8 20.9 -2.0 -6.18.4 1.8 -16.2 31.1 -0.2City of Pismo Beach 64.0 84.0 69.7 137.73 201.56 159.70 88.17 169.29 111.35 -24.7 -0.3 -17.8 -11.6 -2.3 -6.2 -33.5 -2.6 -22.9City of San Luis Obispo 67.9 83.7 72.4 125.48 169.01 139.86 85.19 141.41 101.25 -16.4 10.4 -9.1 -2.2 4.8 1.9 -18.2 15.7 -7.4City of Morro Bay58.2 81.0 64.7 104.25 158.94 123.81 60.68 128.77 80.14 -28.1 6.2 -18.7 -9.42.1 -1.9 -34.8 8.4 -20.2Current Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParRevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRWeek of March 24, 2019 to March 30, 2019Week of March 17, 2019 to March 23, 2019Week of March 10, 2019 to March 16, 2019Week of March 3, 2019 to March 9, 2019 Report to City of SLO – TBID and PCC Public Relations Contract March 2019 Media/Community Relations 1. Coordinated travel, stay & a hosted reception for SLO Film Fest press. 2. Partnered with the Kinney’s PR team to host destination portion of trip for writer on assignment with We Like LA. 3. Met with Susan Guillory of The Unexplorer for a partially hosted long weekend in SLO. 4. Provided talking points for the SLO city manager for a story on tech in SLO in the SF Chronicle. 5. Hosted travel writer Vancouverscape’s luxury focused trip to SLO in partnership with Visit CA. 6. Worked with Visit SLO Cal to coordinate the SLO portion of their Spring Fam trip. 7. Met with Denver influencer and life coach, Jacki Carr and began working in partnership with Mindbody’s PR Team to bring her out in April. 8. Continued working with Mindbody’s PR team to plan NYC influencer @headstandsandheels trip to SLO in June. 9. Outreached to SF based wellness influencers as part of TBID’s influencer strategy. 10. Started promotional talks for National Pink Day with Madonna Inn. 11. Continued working with Mary Charlebois for an upcoming feature with Amtrak. 12. Provided photos to The Kinney’s PR team for a feature on SLO in Inside Hook. 13. Submitted the following content for Visit California’s Story Ideas. What’s New: o Hotels: ▪ Hotel Cerro, Downtown San Luis Obispo ▪ Hotel San Luis Obispo, Downtown San Luis Obispo ▪ La Quinta Inn & Suites, San Luis Obispo o Restaurants: ▪ Burger Village New Developments and Milestones happening in SLO in 2019-20 o 40th SLO City Triathlon, San Luis Obispo 14. 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 March 2019 FILM FEST COVERAGE: 1. SLO Film Fest: KATHARINE Ross and Hollywood Dynasties Nathaniel Rogers of the Film Experience posted thrice about the SLO Film Fest, noting that SLO was named the “Happiest Place in America” and that at least four locals told him that within hours of arrival. He also notes the temperate climate and beautiful Fremont Theater. Other posts include: I. SLO Film Fest: Franchot & Fascism II. SLO Film Fest: Wolves, Sharks, and that “Delicate Balance” UVPM: 134K 2. Exploring the 2019 San Luis Obispo Film Festival Kaitlyn Booth, Editor-in-Chief of Bleeding Cool highlighted SLO Film Fest’s wine and surf culture comparing it to Sundance’s and Park City’s culture. UVPM: 1.5M 3. Surf’s Up at the 25th San Luis Obispo International Film Festival Don Lewis from Hammer to Nail wrote an anticipatory article with a big focus on Surf Night and how it pays homage to the surf culture of the area. UVPM: 9K 4. Kalifornien - Eine Reise auf dem Highway 1 Tamina Kallert on assignment with Wunderschön covered California’s iconic Highway 1 roadtrip and stopped in SLO along the way. She showcased Madonna Inn, the Mission, Bubblegum Alley & more. Report to City of SLO – TBID and PCC Public Relations Contract March 2019 5. Things To Do In San Luis Obispo For Families! We hosted Thrifty NW Mom on a family road trip from Seattle to Disneyland. The recap article featured multiple businesses and activities calling SLO “a great walking city” and noting how the city is “surrounded by so much outdoor beauty”. UVPM: 258K 6. Race SLO Announces Portfolio Expansion With Inaugural YogaMusic Fest Endurance Sportswire promoted the 8th annual SLO Half-Marathon weekend and expanded weekend offerings including the inaugural YogaMusic Fest. UVPM: 29K 7. San Luis Obispo to be featured on C-SPAN Cities Tour KEYT covered C-Span’s visit to SLO and their work to record the history and non-literary life of the city. UVPM: 188K 8. 5 Affordable Coastal Honeymoon Spots in the U.S. You Probably Haven’t Thought Of MSN highlighted SLO as “ideal for those looking to kick back California-style without the extra crowds and cost”. The article also called out the city’s romantic restaurants and boutique vineyards you can explore by horseback. UVPM: 6K Report to City of SLO – TBID and PCC Public Relations Contract March 2019 9. The Madonna Inn has been a popular spot for celebrities since it opened in 1958. Bette Midler and Martin Have Attended Bootleg Betty showcased Madonna Inn as the premier place for celebrations since its inception. 10. The 7 craziest hotel interiors in the world Matador Network featured Madonna Inn for its décor as well as other property features, including the steakhouse and garden. UVPM: 7.7M 11. A Beginner’s Guide to San Luis Obispo Wine Country featured multiple restaurant, hotels & things to do while in SLO. The top three rights of passage given while visiting SLO were historical Mission tour, Bubblegum Alley visit & a trip to Farmers’ Market. UVPM: 66K 12. Places to stop on a 101 roadtrip south from the Bay Area 510 Families highlighted SLO as “the perfect place to break up the drive” between the Bay Area and LA. Specific callouts are the Madonna Inn & the San Luis Obispo Children’s Museum. UVPM: 41K 13. The 7 Best Wine Destinations in the World Men’s Journal named San Luis Obispo as a premier wine destination, highlighting the easy access by train and Hotel SLO opening in Spring. UVPM: 3.47M Report to City of SLO – TBID and PCC Public Relations Contract March 2019 14. America’s Top 50 Bike Friendly Colleges and College Towns Great Value Colleges included CalPoly & SLO on its list of best cycling colleges, touting its over 8,000 bike parking spaces. EVENTS: 15. Your Central Coast A&E Calendar Santa Maria Times posted of events in SLO including events at the Fremont, the PAC & SLO High. UVPM: 187K SLOTBID AGENCY REPORT March 2019 HAPPENING NOW • 2018–2020 Campaign Underway • Be Here campaign creative refresh • Visit SLOCAL Co-op • RaceSLO Marketing Support • Live Oak Marketing Support SLO VACATIONS • Events Management UPDATED PAGES • SLO Half Marathon • Cal Poly Open House • Live Oak Music Festival • News & Media SEO • Broken links fixed • Alt image tags added • Position tracking EMAIL • 118 new leads from email sign-up form • Ongoing Welcome Series • SLO Happenings: March Events • Promotional Emails: RaceSLO, Cal Poly Open House SHARESLO • Cross-promotion on Cal Poly social channels • Ticket Tuesday promotion • Community blog posts: -Things to do in San Luis Obispo this Spring -Super Bloom: Top Wildflower Spots around San Luis Obispo SLOTBID AGENCY REPORT LOOKING AHEAD • Race SLO Half Marathon April 17 • Roll Out the Barrels June 20-22 • Live Oak Music Festival June 21-23 • Marketing Plan Review March 2019 SLOTBID AGENCY REPORT SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 18,931 34,922 16,142 FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 0 101,802 217,553 6,940 153 1,653 TWITTER New Followers Total Followers Total Engagements #ShareSLO 28 4,202 266 339 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 382 15,684 131,629 3,989 11,223 3,565 PINTEREST Average Daily Profile Impressions Average Daily Profile Users Average Monthly Viewers Average Monthly Engaged 67 40 904 39 YOUTUBE SLO Promo Video 46,023 March 2019 Report to City of SLO – TBID Phone Line and Availability Contract March 2019 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 March 2018 March 2019 Calls to 1-877-SLO-TOWN 42 41 42 38 153 163 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 March 2018 March 2019 Email Response 15 14 16 16 58 61 Phone Calls to Hotels 62 54 50 61 233 227 Hotel Referrals Week 1 Week 2 Week 3 Week 4 March 2018 March 2019 Visitors Served (Walk-ins) 1,267 1,492 1,695 1,699 6,037 6,153 Farmers’ Market* n/a n/a n/a n/a n/a n/a Hotel Rooms Referred 442 427 533 508 1,771 1,910 *estimate without people counter 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 Change +/- July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 874,775$ -0.6% August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ 815,225$ 10.9% September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ 696,113$ -0.7% October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 613,045$ 704,568$ 14.9% November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 565,129$ 8.8% December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ 490,674$ 2.3% January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,461$ 467,515$ 12.5% February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ 511,765$ 1.8% 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$ 5,125,765$ -31.6% 7,875,000$ *Figures from Smith Travel Research Report 2017-18 2018-19 Change +/-2017-18 2018-19 Change +/-2017-18 2018-19 Change +/- July 84.8 85.2 0.5 174.1 175.1 0.6 147.7 149.2 1.0 August 76.3 81.3 6.7 158.2 166.5 5.2 120.7 135.4 12.2 September 74.5 72.3 -2.9 158.4 163.1 3.0 117.9 117.9 0.0 October 70.0 72.7 3.9 147.1 151.2 2.8 102.9 109.9 6.8 November 65.7 67.7 3.1 136.3 143.0 4.9 89.5 96.7 8.1 December 61.3 59.1 -3.6 129.3 135.2 4.5 79.3 79.9 0.7 January 58.0 59.3 2.3 119.3 125.9 5.5 69.2 74.6 7.9 February 68.8 66.4 -3.5 134.3 140.5 4.6 92.4 93.3 1.0 March 68.5 139.88 95.85 April 72.7 149.73 103.25 May 69.7 150.35 104.77 June 78.9 174.18 137.37 Total/Average 70.75 70.50 147.60 150.05 105.06 107.11 Feb. TBID - missing 3 Occupancy ADR TOT Comparison RevPAR Feb. Homestay - missing 25 Tourism Business Improvement District Management Committee Special Meeting Minutes Thursday, March 28, 2019 – 1:00 p.m. City Hall’s Council Human Resources Room - 990 Palm Street, San Luis Obispo BOARD MEMBERS PRESENT: Members Nipool Patel and Bruce Skidmore BOARD MEMBERS ABSENT: Pragna Patel-Mueller STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 1:02 p.m. BUSINESS ITEMS 1. 2019-20 Budget Preparation The committee reviewed the projected budget for the 2019-20 fiscal year. Committee members discussed the standing annual partnership agreements and upcoming funding requests which will be presented at the regular April board meeting. 2. New Business Items a. Committee Discussion - none b. Future Agenda Items – Review partnership funding requests c. Next Meeting Date – Thursday, May 2, 2019 at 10:00 a.m. in City Hall’s Council Hearing Room. Meeting was adjourned at 1:59 p.m. Tourism Business Improvement District Marketing Committee Meeting Special Meeting Minutes March 27, 2019 – 10:30 a.m. AMF Media Group – 711 Tank Farm Road, Suite 210, San Luis Obispo BOARD MEMBERS PRESENT: Matthew Wilkins, Dean Hutton and LeBren Harris BOARD MEMBERS ABSENT: none STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:43 a.m. BUSINESS ITEMS 1. 2019-20 Budget Preparation and Marketing Plan Agency representatives from AMF Media Group and Matchfire presented an outline of the 2019- 20 marketing strategies and promotions. The committee provided feedback and asked questions throughout the presentation for agency and staff to address or clarify. 2. 2019-20 Event Promotion Partnership The committee concluded that there was not enough time to fully execute this business item and decided to schedule a special meeting on Monday, April 15, 2019 in AMF’s Conference Room from 10-11a.m. to further discuss. 3. New Business • Committee Discussion – none • Future Agenda Items – Event Promotion Partnership • Next Committee Meeting: o Special Meeting at AMF- Wednesday, March 27, 2019 at 10:00 a.m. o Regular Meeting at City Hall – Wednesday, May 1, 2019 at 10:30 a.m. Meeting was adjourned at 11:50 a.m. DRAFT Minutes – Promotional Coordinating Committee Meeting of March 13, 2019 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, March 13, 2019 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, March 13, 2019 at 5:30 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Dixon. ROLL CALL Present: Committee Members Melissa Godsey (5:33), Dana Matteson, John Thomas, Matthew Wilkins (5:45), Vice Chair Daniel Levi and Chair Zoya Dixon Absent: Committee Member Diana Cozzi 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 Special Meeting of Wednesday, February 20, 2019 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 March 13, 2019 Page 2 Public Comment None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER MATTESON, SECONDED BY COMMITTEE LEVI MEMBER, CARRIED 4-0, TO APPROVE THE CONSENT AGENDA ITEMS 1 THROUGH 7. PRESENTATIONS 1. SLO Chamber of Commerce Monthly Report Jacqui Clark-Charlesworth, SLO Chamber Director of Communications and Business Education, reported on the past month activities for the Public Relations contract with the PCC. Highlights included Fodor’s Travel, “Veg Fest,” Amtrak magazine coverage, Money for a Rainy Day promotion activity, and SLO Film Festival activity. Public Comment None --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. 2018-19 Mid-Year Budget Update and 2019-21 Financial Plan Budget Process Tourism Manager Cano reviewed the committee’s mid-year budget status and discussed the process timeline for developing the 2019-21 financial plan budget for the PCC program. The committee discussed possible event promotion funding for the SLO Half-Marathon as well as committee needs for analysis of their existing programs. Public Comment None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER THOMAS, SECONDED BY COMMITTEE MEMBER WILKINS, CARRIED 6-0, TO ALLOCATE $1,750 FOR SLO HALF-MARATHON PROMOTION. ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECONDED BY COMMITTEE MEMBER LEVI, CARRIED 6-0, TO ALLOCATE $2,000 FOR A FACILITATOR TO GUIDE THE DISCUSSION AND ANALYSIS OF EXISTING PCC PROGRAMS. DRAFT Minutes – Promotional Coordinating Committee Meeting of March 13, 2019 Page 3 2. Contract Evaluations Tourism Manager Cano presented compiled evaluation ranking received from the committee for the PCC contracts. Using the ranking values, the committee discussed missing needs and opportunities for contract modifications. Dusty Colyer-Worth, SLO Chamber of Commerce Visitor Center Manager, responded to committee questions. Public Comment None --End of Public Comment-- By consensus, the committee decided to gather GIA applicant feedback on the service value of GIA Support from the Chamber of Commerce contract. 3. Community Placemaking: Banner Project (Committee Member Wilkins excused himself from the meeting prior to action on this item.) Tourism Manager Cano updated the committee concerning banner arm specification research, reviewed banner arm inventory, size, and mounting height at Railroad Square, and reviewed the mapping of existing banner arms in the downtown. Based on the mapping work, twenty-eight banner arm sets have been ordered for Downtown. The committee reviewed two proposals for light pole banner development and design. Public Comment None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER LEVI, SECONDED BY COMMITTEE MEMBER MATTESON, CARRIED 5-0, TO ACCEPT THE DESIGN PROPOSAL FROM “iii” (three-i). 4. Mid-State Fair Showcase of Cities Planning (Committee Member Wilkins returned.) Tourism Manager Cano reviewed the Mid-State Fair Showcase of Cities project and the committee discussed options for seeking a designer for this year’s project. Public Comment None --End of Public Comment-- By consensus, the committee decided to budget $5,000 toward the project. DRAFT Minutes – Promotional Coordinating Committee Meeting of March 13, 2019 Page 4 5. Election of Chair and Vice-Chair Tourism Manager Cano reviewed the bylaws for election of Chair and Vice-Chair for the term of April 2019 to March 2020, noting that Chair Dixon is eligible for a second term. Chair Zoya Dixon expressed that she was willing to continue as Chair for a second term. Public Comment None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECONDED BY COMMITTEE MEMBER MATTESON, CARRIED 6-0, TO ELECT ZOYA DIXON AS CHAIR. ACTION: MOTION BY COMMITTEE CHAIR DIXON, SECONDED BY COMMITTEE MEMBER GOSEY, CARRIED 6-0, TO ELECT DANA MATTESON AS VICE-CHAIR. PCC LIAISON REPORTS AND COMMUNICATION 1. Grants-in-Aid (GIA) Update Committee member Godsey reported on the SLO Classical Academy. 2. Tourism Business Improvement District (TBID) Board Report Committee member Wilkins and Tourism Manager Cano reported on the TBID Board meeting of March 13, 2019. 3. Tourism Program Update Tourism Manager Cano presented an update on the recent and upcoming Tourism Program activities, including: • Rainy Day promotion – sold out • SLO Discovery Weekend – final of fiscal year • GIA applications due Friday of this week – twelve submitted to date. • TBID Strategic Partner review • SLO Film Festival • Love SLO is scheduled for the upcoming weekend • Live Oak promotion planning • Travel Show schedule • March 13th is Advisory Body recognition event at the City Council meeting, 5:00 p.m. DRAFT Minutes – Promotional Coordinating Committee Meeting of March 13, 2019 Page 5 ADJOURNMENT The meeting was adjourned at 7:52 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, April 10, 2019 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/2019 - Industry Engagement - Visit SLO CAL Activity Report, February 2019 Visit SLO CAL Launches Paid Media Campaign in Dallas/Ft. Worth In February, Visit SLO CAL launched a paid media campaign in Dallas/Ft. Worth to support the new flight to San Luis Obispo County Regional Airport launching April 2. New banners, video and native ad content were created and are running on social media, ADARA and Sharethrough. Visit SLO CAL Welcomes Digital Marketing Coordinator Please help Visit SLO CAL welcome Vanessa Robbins, Digital Marketing Coordinator. Born and raised in Santa Margarita, Vanessa comes to Visit SLO C AL with a degree in Business Administration and over 5 years of experience in Digital Marketing. As the Digital Marketing Coordinator, Vanessa is responsible for dissecting the data that helps lead our efforts across paid media, SLOCAL.com and owned media. Brand new to the tourism segment, Vanessa is excited to learn more about destination marketing and management while further developing her marketing skills. Visit SLO CAL Attends Visit California Outlook Forum On February 10-13 Visit SLO CAL attended Visit California’s Outlook Forum. Speakers from many facets of the tourism industry shared insights and case studies during engaging keynote and educational sessions. Below are some key takeaways: § Destination Management - Critical to the long-term success of tourism communities - when tourism isn’t managed, the guest experience suffers § International travel c ontinues to grow in opportunity, in spite of some markets flattening out • Top markets are: § Canada, China, Japan and UK (by spend) § Canada, China, UK, Australia, Mexico (by numbers) § India, China, Brazil, Canada, Scandinavia & UK (by a vg. # of nights) • Ctrip is the way into China business and FIT is growing • India is a market on the top watch list for growth § Leisure slowdown - • Sentiment Index will go down in next 12 months • 32% of domestic US vacations are considering price § Business - • 12% plan to take fewer trips, 32% plan to take more • 4% increase expected for 2019 in conventions and meeting travel § International - US share of long-haul global travel - down to 12% - recent peak in 2013 at 16% § Disrupters - Amazon is the next big disrupter in travel, and is leveraging Prime membership and consumer data - 44% would consider Amazon as their first choice for travel, if available 0 - PR and Travel Trade - VSC-Assisted Media Placements ● TLCme.com (online) – 17 Incredibly Retro Wedding Venues ● amNewYork (print + online) – Escape to San Luis Obispo for Beaches, Wine Country and More Media Visits • @ReadySetJetSet– Influencer • @FashionbyAlly - Influencer Travel Trade • Attended GoWest Summit, February 25-28 • Black Diamond UK Sales Mission, March 16-23 • Up Next: o Black Diamond FAM, March 27-29 o Virgin Holiday FAM, March 29-30 o VCA Asia Sales Mission, April 16-17 Film SLO CAL • Recent shoots: o Mercedes Benz o Jeep o Sony • Filming Stats as of February 28 o 12 Filming leads o 21 Productions o 36 Filming Days o 14 Rooms Used Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000. Madonna Inn featured on TLCme.com (left); Pismo Beach surfers featured on @ReadySetJetSet (right). VISIT SLO CAL WEB ACTIVITY SESSIONS: 79,856 USERS: 67,366 PAGE VIEWS: 135,050 AVG. PAGE VIEWS/VISIT: 1.69 AVG. TIME ON SITE: 2:24 TOTAL ORGANIC TRAFFIC: 28,680 MOBILE SESSIONS: 59,045 MOST VISITED EVENT PAGE: MORRO BAY CITYWIDE GARAGE SALE (567) MOST VISITED BLOG: ICONIC EATS EVERY VISITOR SHOULD TRY (2,252) VISIT SLO CAL SOCIAL MEDIA ACTIVITY FACEBOOK: 46,170 TOT. ORGANIC IMPRESSIONS: 163,088 HIGHEST ORGANIC REACH: LEARN THE LINGO BLOG (10K) HIGHEST ORGANIC ENGAGEMENT: SLO International Film Festival (4.6K) FOLLOWERS TWITTER: 8,405 TOT. ORGANIC IMPRESSIONS: 39K PINTEREST: 755 INSTAGRAM: 24,222 VISITOR GUIDE DIST. SLOCAL.COM: 541 LOCAL DELIVERY: 3,500 THIS MONTH IN SLO CAL SUBSCRIBERS 35,514 OPENS: 5,652 CLICK-THROUGHS: 1,574 THIS WEEK IN SLO CAL CIRCULATION: 1,789 MOST CLICKED LINK: STR REPORT Upcoming Events & Content Needs. • What’s New & Summer Deals: Visit SLO CAL is seeking information about What’s New in SLO CAL in 2019 as well as summer deals. Be sure to send Jordan Carson (Jordan@SLOCAL.com) any unique happenings and offers for potential inclusion in blog posts, e-blasts and on social media. • Destination Summit: Visit SLO CAL will be holding its annual Destination Summit (formerly Tourism Exchange on Thursday, May 9 at the Embassy Suites from 11:00 am – 4:30 pm with reception to follow. To RSVP, visit http://bit.ly/2019DestinationSummit. January 2019 vs January 2018 Lodging Statistics (STR, Inc.) V IS IT S L O C A L RESTAURANTS:157.4 LODGING:98.5 FUEL:55.9 GROCERY:47.2 FAST FOOD:38.1 WHOLESALE CLUBS:20.3 ATTRACTIONS:18.1 WINE/BEER/LIQUOR:16.5 SERVICE STATIONS:11 DISCOUNT STORES:10.1 Top Originating MSAs Y/Y $ Growth 4% 10% 7% 7% 4% 6% 5% 7% 5% LA/ORANGE/RIVERSIDE (LA) SF/OAKLD/SAN JOSE (SF) S. BARBARA/S. MARIA (SB) FRESNO BAKERSFIELD (BF) SAN DIEGO (SD) SACRAMENTO/YOLO (SAC) VISALIA/TUL./P.VILLE (VIS) SALINAS (SAL) 0 2 4 6 8 10 V IS IT S L O C A L Cardholder Count Trend JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC 0 500,000 1,000,000 Top Originating MSAs Y/Y Cardholder Growth 4% 3.4% 0.3% 4.4% 0.7% 2.9% 0.8% 1.4% 3.4% LA/ORANGE/RIVERSIDE (LA) SF/OAKLD/SAN JOSE (SF) S. BARBARA/S. MARIA (SB) FRESNO BAKERSFIELD (BF) SAN DIEGO (SD) SACRAMENTO/YOLO (SAC) SALINAS (SAL) VISALIA/TUL./P.VILLE (VIS) 0 1 2 3 4 5 LA:147.8 SF:110.1 SB:107.5FRESNO:46.4 BF:38.9 SD:23 SAC:22.6 VIS:22.6 SAL:17.3 T O P O R I G I N A T I N G M S A s B Y S P E N D A M O U N T ($M ) CONSUMER COMMERCIAL LA:810.8 SF:556.6 SB:266 FRESNO:205.9 BF:159 SD:124.7 SAC:104.9 VIS:85.2 SAL:85.2 T O P O R I G I N A T I N G M S A s B Y C A R D H O L D E R C O U N T (1 0 0 0 's ) T O P M A R K E T S E G M E N T S B Y S P E N D A M T ($M ) CARDHOLDER COUNT 193,074 2,993,342 COMMERCIAL CONSUMER $0 $1,000,000 $2,000,000 $3,000,000 TRANSACTION COUNT 803,596 13,334,128 COMMERCIAL CONSUMER $0 $5,000,000 $10,000,000 VisaVue® Travel - Domestic Tourism - San Luis Obispo County - 2018 Annual Report TOTAL SPEND: $697,572,612 $635,022,823 $62,549,788 Report represents 1/1/18-12/31/18. Source: VVT/VISA V IS IT S L O C A L RESTAURANTS:157.4 LODGING:98.5 FUEL:55.9 GROCERY:47.2 FAST FOOD:38.1 WHOLESALE CLUBS:20.3 ATTRACTIONS:18.1 WINE/BEER/LIQUOR:16.5 SERVICE STATIONS:11 DISCOUNT STORES:10.1 Top Originating MSAs Y/Y $ Growth 4% 10% 7% 7% 4% 6% 5% 7% 5% LA/ORANGE/RIVERSIDE (LA) SF/OAKLD/SAN JOSE (SF) S. BARBARA/S. MARIA (SB) FRESNO BAKERSFIELD (BF) SAN DIEGO (SD) SACRAMENTO/YOLO (SAC) VISALIA/TUL./P.VILLE (VIS) SALINAS (SAL) 0 2 4 6 8 10 V IS IT S L O C A L Cardholder Count Trend JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC 0 500,000 1,000,000 Top Originating MSAs Y/Y Cardholder Growth 4% 3.4% 0.3% 4.4% 0.7% 2.9% 0.8% 1.4% 3.4% LA/ORANGE/RIVERSIDE (LA) SF/OAKLD/SAN JOSE (SF) S. BARBARA/S. MARIA (SB) FRESNO BAKERSFIELD (BF) SAN DIEGO (SD) SACRAMENTO/YOLO (SAC) SALINAS (SAL) VISALIA/TUL./P.VILLE (VIS) 0 1 2 3 4 5 LA:147.8 SF:110.1 SB:107.5FRESNO:46.4 BF:38.9 SD:23 SAC:22.6 VIS:22.6 SAL:17.3 T O P O R I G I N A T I N G M S A s B Y S P E N D A M O U N T ($M ) CONSUMER COMMERCIAL LA:810.8 SF:556.6 SB:266 FRESNO:205.9 BF:159 SD:124.7 SAC:104.9 VIS:85.2 SAL:85.2 T O P O R I G I N A T I N G M S A s B Y C A R D H O L D E R C O U N T (1 0 0 0 's ) T O P M A R K E T S E G M E N T S B Y S P E N D A M T ($M ) CARDHOLDER COUNT 193,074 2,993,342 COMMERCIAL CONSUMER $0 $1,000,000 $2,000,000 $3,000,000 TRANSACTION COUNT 803,596 13,334,128 COMMERCIAL CONSUMER $0 $5,000,000 $10,000,000 VisaVue® Travel - Domestic Tourism - San Luis Obispo County - 2018 Annual Report TOTAL SPEND: $697,572,612 $635,022,823 $62,549,788 Report represents 1/1/18-12/31/18. Source: VVT/VISA Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 Executive Overview: Organic Traffic Overview: Sessions decreased by 1%. Avg. session duration improved by 29%, and pages/session decreased by 20%. The top organic landing pages this month were: home page, Events and Festivals, Calendar of Events, Live Music & Concerts, Annual Morro Bay Citywide Yard Sale 15 Free Things to Do, Things to Do, Explore, Nipomo Total Traffic Overview: Sessions decreased by 33% (-38613 sessions). Top Gains/Losses by Channel: Paid: +62% (8,421), Other: +107% (6,023), Social: - 89% (-38,803) Top Loss by Category: Home Page -45% (-20,102) SEO Snapshot: YoY Organic Landing Page Traffic Comparison - Top Areas Listing Pages saw a -66.60% difference in Sessions (-3793 Sessions) Events Pages saw a 39.71% difference in Sessions (2807 Sessions) Things to Do (Activities) saw a 37.05% difference in Sessions (741 Sessions) Blog Pages saw a -36.0 % difference in Sessions (-1309 Sessions) The Home Page saw a 59.30 % difference in Sessions (1803 Sessions) Explore Pages saw -20.2 % difference in Sessions (-935 Sessions) SEO Recommendation: Industry Averages:Engagement Metrics Industry Average Your Website % Difference Total Pages Per Session:2.12 1.69 -25.36% Total Average Session Duration:0:01:58 0:02:24 17.79% Total Bounce Rate:50.60%25.96%-94.94% Organic Pages Per Session:2.19 2.15 -1.80% Organic Average Session Duration:0:02:07 0:03:35 40.88% Organic Bounce Rate:46.59%12.78%-264.58% SEO Overview Create a direct link from the Attractions area in the navigation to the Hearst Castle (135,000 AMS) evergreen page. Restructure that page with a jump list to each section and H2 titles for each section, sections could cover the location, history, things to do near there hotels near there. Add internal links to pages in the sections where applicable. Page 2 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: September 1, 2018 - February 28, 2019 Total Traffic Overview: Sep Oct Nov Dec Jan Feb Sessions:55,258 73,266 64,485 68,468 96,653 79,856 Users:44,998 58,915 52,719 56,225 75,599 67,366 Bounce Rate:21%27%15%13%16%26% Pageviews:114,473 137,885 136,012 154,119 295,055 135,050 Avg Pageviews Per Visit:2.07 1.88 2.11 2.25 3.05 1.69 Avg. Session Duration:0:02:57 0:02:35 0:02:42 0:02:45 0:03:20 0:02:24 Total Organic Search Traffic:30,913 32,590 32,594 36,264 42,137 28,680 % of Traffic Organic Search:56%44%51%53%44%36% Entry Pages From Search:1,772 1,760 1,703 1,675 1,746 1,712 VisitSLOCounty Visits:1 0 0 0 0 0 VisitSLOCounty Bounce Rate:100%0%0%0%0%0% Mobile/Tablet SnapShot: Sep Oct Nov Dec Jan Feb Sessions:38,574 52,974 45,856 50,501 70,874 59,045 % of Sessions:70%72%71%74%73%74% Bounce Rate:24%31%14%13%17%27% Pageviews: 64,301 79,413 85,494 101,530 188,753 85,403 Avg. Session Duration:0:02:27 0:02:07 0:02:18 0:02:22 0:02:49 0:02:00 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Sep Oct Nov Dec Jan Feb 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 50,000 100,000 Sep Oct Nov Dec Jan Feb Mobile/Tablet Visits Prior Year This Year Page 3 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 Organic Traffic % of Total Site Traffic Sessions 28,680 35.91% Organic Engagement Compared to Site Engagement Pages / Session 2.15 27.21% Avg. Session Duration 0:03:35 49.67% New Sessions 69.16%-12.79% Bounce Rate 12.78%-50.77% Search Engine Visits Percent google 27,900 97.28% yahoo 346 1.21% bing 332 1.16% duckduckgo 74 0.26% ask 22 0.08% so.com 3 0.01% Top 10 Links to Site Links Pages Landing Page Visits Percent visitcalifornia.com 38,910 28 /4,843 16.89% destinationpasorobles.com 16,353 2 /events-and-festivals/2,990 10.43% visitsanluisobispocounty.com 12,289 269 /events-and-festivals/events-calendar/935 3.26% reside.org 11,566 1 /events-and-festivals/live-music-concerts/620 2.16% pasowine.com 8,675 2 /event/annual-morro-bay-citywide-yard-sale-2019/1331/562 1.96% coterealtors.com 7,153 1 /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/512 1.79% centralcoastrealestatephotography.com 6,192 4 /things-to-do/494 1.72% centralcoast-tourism.com 5,884 23 /explore/393 1.37% theccrg.com 5,480 3 /explore/nipomo/373 1.30% digitalinteractive.us 4,237 2 /event/slo-comedy-festival/4725/319 1.11% Organic Search Traffic: 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Sep Oct Nov Dec Jan Feb Organic Visits Comparison Prior Year Current Year Page 4 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 Goals: Goal Completions Visitors Magazine Request 524 Media Request 2 Meetings RFP 0 Enewsletter Sign-up 102 Top 20 Google Search Console Search Queries: Queries Clicks Impressions CTR Position san luis obispo 10,676 340,904 3.10%2.1 slo restaurant month 1057 1347 78.50%1.2 san luis obispo events 892 2834 31.50%1.2 restaurant month slo 766 931 82.30%1.1 slo restaurant month 2019 683 808 84.50%1.2 morro bay 615 123574 0.50%7.5 visit slo cal 539 768 70.20%1 slo events 517 1445 35.80%1.1 tamale festival atascadero 499 2080 24.00%2.3 morro bay boat parade 484 2240 21.60%2.4 slocal 478 1490 32.10%2.5 san luis obispo restaurant month 455 623 73.00%1.1 slo 429 118344 0.40%5.6 pismo beach 384 180321 0.20%9.1 paso robles 384 117420 0.30%9.4 restaurant month san luis obispo 384 455 84.40%1.3 santa margarita 322 25124 1.30%3.4 events in san luis obispo 322 1073 30.00%1.1 Page 5 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 cambria 313 37270 0.80%9.2 things to do in san luis obispo 302 14984 2.00%5.7 Select Google Search Console Search Queries Year over Year Comparison: Reporting Month Change Reporting Month Change arroyo grande 64 44 9,777 6,930 arroyo grande hotels 0 0 55 38 atascadero hotels 0 0 56 45 avila beach 44 -4 14,353 8,291 avila beach hotels 0 0 304 273 cambria ca 34 8 10,479 7,048 cambria ca hotels 0 0 382 192 cayucos 47 27 8,676 6,313 cayucos hotels 0 0 181 156 morro bay 203 125 39,395 25,858 morro bay hotels 0 0 291 199 nipomo ca 148 126 14,463 12,741 nipomo hotels 0 0 25 21 oceano hotels 0 0 17 17 paso robles 112 39 46,832 32,502 paso robles hotels 0 0 235 144 pismo beach 123 -35 60,334 34,297 pismo beach hotels 0 0 771 493 san luis obispo 3420 2,679 124,349 44,622 san luis obispo hotels 5 5 2,828 2,676 san miguel ca 36 11 1,024 486 san simeon 56 6 18,487 13,970 santa margarita 92 68 8,015 5,735 YoY Clicks Queries YoY Impressions Page 6 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 santa margarita hotels 0 0 68 50 shell beach 18 13 2,744 2,144 shell beach hotels 0 0 209 176 Page 7 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 External Links Listings: Link to Website Top 10 URLs Total Clicks Top 10 Websites Total Clicks www.SLOCAL.com/Restaurant-Month 502 Swinging Bridge 49 wwwslocal.com/restaurant-month 492 Mission San Luis Obispo de Tolosa 47 www.labellasera.com 259 Nitt Witt Ridge 45 www.visitatascadero.com/events/index.php?id=154 252 Apple Farm Restaurant 40 www.facebook.com/events/145596949556861/240 Sunbuggy Fun Rentals 40 www.fishgaucho.com 184 Sycamore Mineral Springs Resort & Spa 38 www.morrobay.org 172 The Fremont Theater 38 www.madonnainn.com/events-calendar/171 Central Coast Trailrides 35 www.bluemoonoveravila.com 156 Apple Farm 34 www.granadahotelandbistro.com/#bistro 153 Mint + Craft 34 Listings: Link to Detail Top 10 Listings Total Clicks Swinging Bridge 77 Nitt Witt Ridge 71 California Highway 1 Discovery Route 49 Avila Beach Horseback Riding 43 El Moro Elfin Forest 40 Bishop Peak 37 Ragged Point Beach 36 Morro Bay State Park 35 Margarita Adventures 31 Mission San Luis Obispo de Tolosa 31 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Sep Oct Nov Dec Jan Feb External Links Total Clicks Page 8 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 0 1,000 2,000 3,000 4,000 5,000 Sep Oct Nov Dec Jan Feb Listings: Link to Website Total Clicks 0 1,000 2,000 3,000 4,000 5,000 Sep Oct Nov Dec Jan Feb Listings: Link to Detail Total Clicks 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 Sep Oct Nov Dec Jan Feb Total Partner Referrals Page 9 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 Demographics & Interests Affinity Categories: Top 10 Affinity Categories Visits Shoppers/Value Shoppers 20,737 Food & Dining/Cooking Enthusiasts/30 Minute Chefs 20,511 Lifestyles & Hobbies/Pet Lovers 18,382 Travel/Travel Buffs 16,621 News & Politics/Avid News Readers 16,507 Lifestyles & Hobbies/Art & Theater Aficionados 16,063 Media & Entertainment/Book Lovers 16,023 Lifestyles & Hobbies/Family-Focused 15,203 Lifestyles & Hobbies/Business Professionals 14,613 Sports & Fitness/Health & Fitness Buffs 14,608 Other Categories: Top 10 Categories Visits Arts & Entertainment/Celebrities & Entertainment News 13,229 News/Weather 7,041 Food & Drink/Cooking & Recipes 6,267 Sports/Team Sports/American Football 4,961 Arts & Entertainment/TV & Video/Online Video 4,729 Travel/Air Travel 4,132 News/Politics 3,844 Online Communities/Social Networks 3,476 Pets & Animals/Pets/Dogs 3,132 News/Sports News 3,102 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 3.06% 13.17% 12.14% 11.20% 14.38% 11.88% 1.45% 7.32% 7.26% 6.85% 6.12% 5.18% 18-24 25-34 35-44 45-54 55-64 65+ Age Group by Gender Male Female Page 10 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 Top Content:Geographic: Top Landing Pages Entrances /24,476 /dfw/4,391 (not set)3,858 /events-and-festivals/3,497 /blog/post/iconic-eats-every-visitor-should-try/1,846/blog/post/5-things-you-didnt-know-about-the-slo- international-film-fest/1,481 /plan/visitors-magazine/1,363 /events-and-festivals/events-calendar/1,105 /road-trip/1,082 /blog/post/learn-the-lingo/1,081 Top Content Pages Pageviews /28,370 /events-and-festivals/5,553 /dfw/4,754 /events-and-festivals/events-calendar/2,991 /things-to-do/2,487 /plan/visitors-magazine/2,386 /blog/post/iconic-eats-every-visitor-should-try/2,252 /stay/1,849/blog/post/5-things-you-didnt-know-about-the-slo- international-film-fest/1,652 /explore/1,542 Top Exit Pages Exits /20,116 /dfw/4,267 /events-and-festivals/2,187 /blog/post/iconic-eats-every-visitor-should-try/1,717 /blog/post/5-things-you-didnt-know-about-the-slo-international-film-fest/1,441 /plan/visitors-magazine/1,292 /events-and-festivals/events-calendar/1,221 /blog/post/learn-the-lingo/1,079 /road-trip/1,044 /things-to-do/962 13% 6% 5% 3% 3% 2% 2% 2% 1% 1% 63% Top Cities Los Angeles San Francisco San Luis Obispo Dallas Phoenix Seattle San Diego Denver San Jose Paso Robles Other 66.5% 7.6% 5.3% 5.1% 3.9% 3.3% 0.9% 0.9% 0.6% 0.5% 5.2% Top States California Texas Arizona Washington Colorado Nevada New York Illinois Kansas Florida Other 30.37% 14.15% 13.28% 6.77% 5.13% 5.12% 3.85% 2.89% 2.28% 2.24% 13.91% Top Metros Los Angeles CA San Francisco-Oakland-San Jose CA Santa Barbara-Santa Maria-San Luis Obispo CA Dallas-Ft. Worth TX Phoenix AZ Seattle-Tacoma WA Denver CO Sacramento-Stockton-Modesto CA San Diego CA Fresno-Visalia CA Other Page 11 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 Top Referrers: Sessions Bounce Rate Avg. Session Duration Pages / Sessions m.facebook.com 3,486 20.48%0:01:53 1.17 visitcalifornia.com 968 10.85%0:04:21 2.59 facebook.com 540 16.48%0:01:28 1.19 instagram.com 265 36.60%0:01:23 1.27 madonnainn.com 238 14.71%0:03:23 2.47 avilavillageinn.com 179 16.20%0:03:39 2.37 slocal.com 176 61.36%0:00:28 1.67 slocal.simpleviewcms.com 166 4.22%0:14:25 6.40 lm.facebook.com 159 16.98%0:02:01 1.45 visitavilabeach.com 138 9.42%0:03:47 1.99 Totals 7,657 19.07%0:02:54 1.79 Top Campaigns: Campaign Source / Medium Sessions % New Sessions Avg. Session Duration Bounce Rate CA_TO-DO goodway / sem 3,995 88.84%0:01:15 24.86% CA_BEACH goodway / sem 1,661 86.88%0:01:30 25.05% Sitelink goodway / sem 1,495 78.80%0:01:34 18.93% fy19miles pandora / audio 1,098 94.26%0:00:54 71.77% fy19_miles sharethrough / native 1,053 93.26%0:00:51 70.85% fy19_miles_dallas adara / display 857 88.56%0:01:29 56.24% CA_TRAVEL goodway / sem 765 87.58%0:02:08 18.69% fy19miles mediaiq / display 665 82.41%0:01:43 66.17% fy19dallas_miles sharethrough / native 640 92.50%0:00:48 72.66% fy19miles sojern / display 525 74.48%0:00:23 76.19% fy19miles adara / display 442 83.03%0:00:43 84.39% CA_OUTDOOR goodway / sem 330 83.03%0:02:04 15.76% fy19miles samsung / display 286 90.21%0:01:26 67.83% fy19_miles youtube / video 266 89.47%0:02:25 56.39% fy19miles samsung / video 160 88.13%0:01:20 68.75% Totals 14,556 87.25%0:01:19 42.91% Referrer Page 12 of 28 Date: March 4, 2019 Client: SLO CAL Date Range: February 1 - 28, 2019 In-MarketVs Visitor: 3,858 16,953 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 In-Market Out of Market Desktop Visits 5,064 53,981 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 55,000 60,000 In-Market Out of Market Mobile/Tablet Visits 81.46% 18.54% 91.42% 8.58% Page 13 of 28