HomeMy WebLinkAbout05-08-2019 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, May 8, 2019
10:00 A.M.
Embassy Suites
333 Madonna Road, 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.
CONSENT ITEMS
C.1 Minutes of Meeting on Wednesday, April 10, 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. HDL ROLLOUT 15 mins
Representatives from the City of San Luis Obispo’s Finance Department will present the rollout of HDL
for the online TOT remittance.
2. MARKETING AGENCY MONTHLY ACTIVITY REPORT 15 mins
Representatives from AMF and Matchfire will present the monthly report for the marketing activities for
the SLO TBID.
3. SLO CHAMBER MONTHLY PUBLIC RELATIONS ACTIVITIES REPORT 15 mins
Representative from the SLO Chamber of Commerce will present the monthly activity report for the Public
Relations 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. 2019-20 MARKETING PLAN 20 mins
The Board will approve the work plan for the second year of the 2018-20 Marketing Plan.
2. EVENT PROMOTION APPLICATION 15 mins
The TBID will review the event promotion application for the 2019 Boots and Brews Country Music
Festival event.
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: May 2, 2019
3. MARKETING COMMITTEE UPDATE – Minutes: April 15, 2019 and May 1, 2019
4. STRATEGIC PLAN UPDATE – Minutes: April 29, 2019 and April 30, 2019
5. PCC UPDATE –Meeting Minutes: April 10, 2019
6. VISIT SLO CAL UPDATE – Liaison Reports; Visit SLO CAL Activity Report & STR
7. TOURISM PROGRAM UPDATE – Staff Report
ADJOURN.
POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on May 3, 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 4/10/2019 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, April 10, 2019
Special 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, April 10, 2019 at 10:02 a.m. in the Hampton Inn & Suites, located at 1530 Calle
Joaquin, San Luis Obispo, California, by Chair Skidmore.
ROLL CALL
Present: Board Members Dean Hutton, LeBren Young-Harris, Pragna Patel-Mueller, Nipool Patel,
Vice Chair Matthew Wilkins (10:27 a.m.) and Chair Bruce Skidmore
Absent: none
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
OATH OF OFFICE
Board Member Patel-Mueller was sworn in by City Clerk, Teresa Purrington.
CONSENT ITEMS
C.1 Minutes of Special 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
PUBLIC COMMENT
None
--End of Public Comment--
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 04/10/2019 Pg. 2
ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECONDED BY COMMITTEE
MEMBER PATEL, CARRIED 5-0-1, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU
6.
PRESENTATIONS
1. MARKETING AGENCY QUARTERLY REPORT
Representatives from AMF and Matchfire presented a review of the third fiscal year quarter’s
marketing activities, website and social media metrics, upcoming planned activities, and responded
to Board questions.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
2. CHAMBER QUARTERLY REPORT
Director of Communications and Business Education, Jacqui Clark-Charlesworth from the SLO
Chamber of Commerce presented the quarter’s Public Relations contracts. Additionally, the Chamber
of Commerce Visitor Center Manager, Dusty Colyer-Worth presented the fiscal year’s third quarter
guest service intake data and activities.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
3. SLO WINE QUARTERLY REPORT
Anne Steinhauer introduced herself as the new Executive Director for the San Luis Obispo Wine
Country Association and presented the third quarter activities. Anne prefaced the next quarter’s focus
revolving around the new website and had also offered invites to the upcoming quarter’s member bbq
and committee meetings.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 04/10/2019 Pg. 3
BUSINESS ITEMS
1. ANNUAL PARTNERSHIP & FUNDING REQUESTS
The Board received presentations on the annual and strategic partnership requests from the Cal Poly
Office of Student Affairs, the SLO Wine Country Association and the San Luis Obispo Chamber of
Commerce.
Cal Poly Office of Student Affairs:
Tessa Stevens Espinoza, Senior Director, Strategy and Engagement of Cal Poly’s Student Affairs
presented the previous activities completed and ongoing due to the partnership and proposed another
two-year contract for the 2019-21 years.
SLO Wine Country Association:
Anne Steinhauer, Executive Director of SLO Wine Association presented the new SLO Wine
Collective website to the Board to emphasis the direction of the association and benefits offered to the
TBID. Steinhauer proposed another two-year contract for 2019-21 that will include membership for
all constituents, media hosting, tickets to annual events, and road shows.
San Luis Obispo Chamber of Commerce:
Chamber of Commerce representatives Jim Dantona, CEO, Jacqui Clark-Charlesworth, Director of
Communications and Business Education, and Dusty Colyer-Worth, Visitor Center Manager
presented an extended two-year contract for the Guest Services and Public Relations in 2019-21.
Representatives recapped the success of the previous contract including visitor center statistics, direct
relationship with the San Luis Obispo lodging properties, tradeshow participation, handling media
requests, targeting segmented markets, and tracking media.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update – No report given.
2. Management Committee Update - March 28, 2019 minutes in packet for review. No report given
at this point.
3. Marketing Committee Update - March 27. 2019 minutes in packet for review. No report given at
this point.
4. PCC Update – March 13, 2019 minutes in packet for review. No report given.
5. SLO CAL Update - report given at this point.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 04/10/2019 Pg. 4
6. Tourism Program Update – No report given past a reminder of the Monday, April 15, 2019 Special
Marketing Meeting at AMF.
ADJOURNMENT
The meeting was adjourned at 12:08 p.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, April 10, 2019 at 10:00 a.m., at Embassy Suites, 333 Madonna Road, San
Luis Obispo, CA.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
April 2019WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 72.0 81.7 74.8 114.99 182.15 135.97 82.75 148.90 101.65 -4.5 -5.0 -4.7 -1.2-4.6 -2.7 -5.7 -9.3 -7.2City of Pismo Beach 72.5 84.6 76.0 148.90 208.43 167.84 108.01 176.28 127.52 -8.2 3.1 -4.9 -8.6-0.1 -4.8 -16.1 3.0 -9.5City of San Luis Obispo 75.2 89.8 79.4 138.26 189.61 154.86 104.01 170.32 122.95 -9.2 7.5 -4.4 1.5 3.2 3.3 -7.8 11.0 -1.2City of Morro Bay67.2 86.9 72.8 112.46 165.78 130.63 75.57 144.01 95.13 -8.3 12.6 -2.1 -4.8 1.1 -0.8 -12.6 13.9 -2.8WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 68.3 91.7 75.0 116.75 196.15 144.50 79.71 179.88 108.33 4.3 4.2 4.3 2.6 1.4 2.0 7.0 5.6 6.4City of Pismo Beach 65.0 89.9 72.2 144.62 231.60 175.60 94.06 208.30 126.70 1.9 2.8 2.2 4.0 6.8 5.4 6.0 9.8 7.7City of San Luis Obispo 69.7 91.3 75.9 140.56 217.01 166.85 97.95 198.17 126.58 7.2 4.6 6.3 7.2 7.9 7.3 14.9 12.8 14.0City of Morro Bay62.0 89.6 69.9 111.01 183.05 137.39 68.87 164.05 96.07 11.7 7.3 10.1 4.5 7.55.4 16.7 15.4 16.1WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 76.5 69.7 74.5 118.06 175.41 133.38 90.30 122.21 99.41 18.3 -13.5 7.7 3.6 -1.7 -1.5 22.6 -15.0 6.1City of Pismo Beach 83.3 82.7 83.1 171.09 228.53 187.42 142.47 188.90 155.73 43.6 -3.0 26.4 27.2 8.7 15.3 82.7 5.4 45.7City of San Luis Obispo 80.3 76.4 79.2 145.35 189.62 157.55 116.68 144.79 124.71 27.6 -8.5 15.1 11.4 4.2 6.3 42.2 -4.6 22.3City of Morro Bay82.4 80.7 81.9 122.18 172.51 136.35 100.72 139.27 111.73 62.9 -1.7 37.5 13.9 4.3 4.8 85.6 2.6 44.1WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 64.9 86.6 71.1 114.81 197.01 143.42 74.46 170.58 101.92 0.2 -3.5 -1.1 2.0 0.3 0.7 2.2 -3.2 -0.5City of Pismo Beach 70.3 88.2 75.4 153.28 225.95 177.56 107.76 199.32 133.92 20.9 1.2 13.5 15.33.6 7.7 39.3 4.8 22.2City of San Luis Obispo 71.1 90.2 76.5 140.67 203.06 161.67 99.96 183.08 123.71 13.7 2.8 9.8 11.8 5.4 7.9 27.2 8.3 18.4City of Morro Bay67.9 89.4 74.1 115.62 181.58 138.36 78.55 162.32 102.48 25.0 4.9 17.3 11.9 6.5 7.1 39.9 11.7 25.6Current 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 April 21, 2019 to April 28, 2019Week of April 14, 2019 to April 20, 2019Week of April 7, 2019 to April 13, 2019Week of March 31, 2019 to April 6, 2019
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 3/13/2019 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, April 10, 2019
Special 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, April 10, 2019 at 10:02 a.m. in the Hampton Inn & Suites, located at 1530 Calle
Joaquin, San Luis Obispo, California, by Chair Skidmore.
ROLL CALL
Present: Board Members Dean Hutton, LeBren Young-Harris, Pragna Patel-Mueller, Nipool Patel,
Vice Chair Matthew Wilkins (10:27 a.m.) and Chair Bruce Skidmore
Absent: none
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
OATH OF OFFICE
Board Member Patel-Mueller was sworn in by City Clerk, Teresa Purrington.
CONSENT ITEMS
C.1 Minutes of Special 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
PUBLIC COMMENT
None
--End of Public Comment--
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 04/10/2019 Pg. 2
ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECONDED BY COMMITTEE
MEMBER PATEL, CARRIED 5-0-1, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU
6.
PRESENTATIONS
1. MARKETING AGENCY QUARTERLY REPORT
Representatives from AMF and Matchfire presented a review of the third fiscal year quarter’s
marketing activities, website and social media metrics, upcoming planned activities, and responded
to Board questions.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
2. CHAMBER QUARTERLY REPORT
Director of Communications and Business Education, Jacqui Clark-Charlesworth from the SLO
Chamber of Commerce presented the quarter’s Public Relations contracts. Additionally, the Chamber
of Commerce Visitor Center Manager, Dusty Colyer-Worth presented the fiscal year’s third quarter
guest service intake data and activities.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
3. SLO WINE QUARTERLY REPORT
Anne Steinhauer introduced herself as the new Executive Director for the San Luis Obispo Wine
Country Association and presented the third quarter activities. Anne prefaced the next quarter’s focus
revolving around the new website and had also offered invites to the upcoming quarter’s member bbq
and committee meetings.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 04/10/2019 Pg. 3
BUSINESS ITEMS
1. ANNUAL PARTNERSHIP & FUNDING REQUESTS
The Board received presentations on the annual and strategic partnership requests from the Cal Poly
Office of Student Affairs, the SLO Wine Country Association and the San Luis Obispo Chamber of
Commerce.
Cal Poly Office of Student Affairs:
Tessa Stevens Espinoza, Senior Director, Strategy and Engagement of Cal Poly’s Student Affairs
presented the previous activities completed and ongoing due to the partnership and proposed another
two-year contract for the 2019-21 years.
SLO Wine Country Association:
Anne Steinhauer, Executive Director of SLO Wine Association presented the new SLO Wine
Collective website to the Board to emphasis the direction of the association and benefits offered to the
TBID. Steinhauer proposed another two-year contract for 2019-21 that will include membership for
all constituents, media hosting, tickets to annual events, and road shows.
San Luis Obispo Chamber of Commerce:
Chamber of Commerce representatives Jim Dantona, CEO, Jacqui Clark-Charlesworth, Director of
Communications and Business Education, and Dusty Colyer-Worth, Visitor Center Manager
presented an extended two-year contract for the Guest Services and Public Relations in 2019-21.
Representatives recapped the success of the previous contract including visitor center statistics, direct
relationship with the San Luis Obispo lodging properties, tradeshow participation, handling media
requests, targeting segmented markets, and tracking media.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update – No report given.
2. Management Committee Update - March 28, 2019 minutes in packet for review. No report given
at this point.
3. Marketing Committee Update - March 27. 2019 minutes in packet for review. No report given at
this point.
4. PCC Update – March 13, 2019 minutes in packet for review. No report given.
5. SLO CAL Update - report given at this point.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 04/10/2019 Pg. 4
6. Tourism Program Update – No report given past a reminder of the Monday, April 15, 2019 Special
Marketing Meeting at AMF.
ADJOURNMENT
The meeting was adjourned at 12:08 p.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, April 10, 2019 at 10:00 a.m., at Embassy Suites, 333 Madonna Road, San
Luis Obispo, CA.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
SLOTBID AGENCY REPORT April 2019
HAPPENING NOW
• 2018–2020 Campaign Underway
• Be Here campaign creative refresh
• Live Oak Marketing Support
SLO VACATIONS
• Events Management
UPDATED PAGES
• Festival Mozaic
• SLO Airport
• News & Media
SEO
• Broken links fixed
• Alt image tags added
• Position tracking
EMAIL
• 126 new leads from email sign-up form
• Ongoing Welcome Series + Hotel
Abandonment
• SLO Happenings: April
SHARESLO
• 16K followers on Instagram
• Cross-promotion on Cal Poly social channels
• Ticket Tuesday promotion
• Community blog posts:
-Race SLO Half Marathon, Relay Races
-Dog Friendly Things to Do in San Luis
Obispo
-Bike Month in San Luis Obispo
-Be Here: 10 Reasons to Visit San Luis
Obispo From Dallas
SLOTBID AGENCY REPORT
LOOKING AHEAD
• Roll Out the Barrels June 20-22
• Live Oak Music Festival June 21-23
• Marketing Plan Review
April 2019
SLOTBID AGENCY REPORT
SESSIONS PAGE VIEWS USERS
SanLuisObispoVacations.com 17,013 29,323 14,592
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per Post
Average Daily Page Engaged Users
Total Engagements
0
101,647
2,587,204
20,469
221
2,585
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
24
4,226
289
323
INSTAGRAM
New Followers
Total Followers
Total Reach
Average Reach per post
Total Engagements
#ShareSLO
475
16,159
139,344
4,098
12,164
2,524
PINTEREST
Average Daily Profile Impressions
Average Daily Profile Users
Average Monthly Viewers
Average Monthly Engaged
74
48
1,130
29
YOUTUBE SLO Promo Video 46,463
April 2019
Report to City of SLO – TBID
Phone Line and Availability Contract
April 2019
Response to TBID Advertising
Week
1
Week
2
Week
3
Week
4
April
2018
April
2019
Calls to
1-877-SLO-TOWN
25 31 14 19 91 90
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
April
2018
April
2019
Email Response 14 14 15 16 57 59
Phone Calls to
Hotels
61 74 38 41 219 214
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
April
2018
April
2019
Visitors Served
(Walk-ins)
1,360 2,441 1,442 1,516
6,459 6,759
Farmers’ Market* n/a n/a n/a n/a n/a n/a
Hotel Rooms
Referred
488 501
320
412
1,492 1,721
*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$ 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$ 491,517$ 2.4%January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,461$ 468,705$ 12.8%February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ 526,793$ 4.8%March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,221$ 387,032$ ‐32.9%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$ 5,529,858$ ‐26.3%7,875,000$ *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 61.3 59.1 ‐3.6 129.3 135.2 4.5 79.3 79.9 0.7January 58.0 59.3 2.3 119.3 125.9 5.5 69.2 74.6 7.9February 68.8 66.4 ‐3.5 134.3 140.5 4.6 92.4 93.3 1.0March 68.4 68.0 ‐0.6 139.9 142.8 2.0 95.8 97.1 1.4April 72.7 149.73 103.25May 69.7 150.35 104.77June 78.9 174.18 137.37Total/Average 70.75 70.22147.60149.24105.05106.00Occupancy ADRTOT ComparisonRevPARMarch - missing 18x TBID
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California Beer Festival was established in 2009 with one purpose in mind,to create a
marketing machine for our vendors and sponsors, by producing amazing live event
experiences. Now one of the leading California Event Production Companies, CBF
produces fourteen annual large scale events, in seven different markets,making a one
stop shop for our sponsors. CBF Festivals & Events draw between 4,000 – 20,000
people per day at each Festival, depending on Festival/Event type and location. CBF
draws adults 25-54, with an approximate combined household income of $125,000 -
$350,000. 70% of CBF attendees come from surrounding cities, within 150 miles of the
Festival/Event location.
Boots & Brews Country Music Festival is a one-day festival all about celebrating Friends,
Boots, Craft Beer and Great Country Music! Grab your best dancing boots and get ready
for an amazing Country lineup! Boots & Brews is a family friendly event with great
country music, good food and craft beer in beautiful San Luis Obispo!
Media buy for existing ad campaign for radio, social media and targeted email blasts to
feeder markets including: San Francisco, Monterey County, Ventura County, Los
Angeles County, Lancaster and Bakersfield. We will encourage guests to make the
festival a weekend getaway.
✔
Madonna Inn Meadows
100 Madonna Rd, San Luis Obispo, CA 93405
●
California Beer Festival was established in 2009 with one purpose in mind,to create a
marketing machine for our vendors and sponsors, by producing amazing live event
experiences. Now one of the leading California Event Production Companies, CBF
produces fourteen annual large scale events, in seven different markets,making a one
stop shop for our sponsors. CBF Festivals & Events draw between 4,000 – 20,000
people per day at each Festival, depending on Festival/Event type and location. CBF
draws adults 25-54, with an approximate combined household income of $125,000 -
$350,000. 70% of CBF attendees come from surrounding cities, within 150 miles of the
Festival/Event location.
Boots & Brews Country Music Festival is a one-day festival all about celebrating Friends,
Boots, Craft Beer and Great Country Music! Grab your best dancing boots and get ready
for an amazing Country lineup! Boots & Brews is a family friendly event with great
country music, good food and craft beer in beautiful San Luis Obispo!
Media buy for existing ad campaign for radio, social media and targeted email blasts to
feeder markets including: San Francisco, Monterey County, Ventura County, Los
Angeles County, Lancaster and Bakersfield. We will encourage guests to make the
festival a weekend getaway.
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proceeds donated from the event will remain in SLO.
We have been working with the foundation for over 9 years.
●
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Billboard Billboard Ad/ 8 Weeks $5,000
Detailed crowd control plan is available upon request
Marketing funds provided by The City of San Luis Obispo's Community
Promotions Program will be used to drive out of county traffic to the City, focusing
on overnight stays and to help generate sales tax. With additional funds, weare
expecting to increase hotel nights from our target market areas.
Detailed crowd control plan is available upon request
Marketing funds provided by The City of San Luis Obispo's Community
Promotions Program will be used to drive out of county traffic to the City, focusing
on overnight stays and to help generate sales tax. With additional funds, weare
expecting to increase hotel nights from our target market areas.
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9/28/19
Tourism Business Improvement District
Management Committee
Regular Meeting Minutes
Thursday, May 2, 2019 – 10:00 a.m.
City Hall’s Council Human Resources Room - 990 Palm Street, San Luis Obispo
BOARD MEMBERS PRESENT: Members Pragna Patel-Mueller, Nipool Patel and Bruce Skidmore
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:02 a.m.
BUSINESS ITEMS
1. Contractor Proposals Review
The committee reviewed and discussed the contractor proposals presented at the April
board meeting. Committee members considered alternative contracts lengths, a more
proactive plan and additional services from contractors.
Committee member Skidmore volunteered to participate in the PCC’s strategic consultant
evaluation and Patel-Mueller volunteered as an alternate.
2. 2019-20 Budget Draft
Tourism Manager Cano reviewed the 2019-20 draft budget with tentative dollar figures
plugged in for the committee to discuss.
3. New Business Items
a. Committee Discussion - none
b. Future Agenda Items – none
c. Next Meeting Date – Committee members agreed to reschedule the regular
June meeting to Thursday, May 30, 2019 at 10:00 a.m. in City Hall’s Council
Hearing Room due to participation in IPW.
Meeting was adjourned at 11:06 a.m.
Tourism Business Improvement District
Special Marketing Committee Meeting
Meeting Minutes
April 15, 2019 – 10:00 a.m.
AMF Media Group – 711 Tank Farm Road, Suite 210, San Luis Obispo
BOARD MEMBERS PRESENT: Dean Hutton, Matt Wilkins and LeBren Harris
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:04 a.m.
BUSINESS ITEMS
1. 2019-20 Event Promotion Partnership Program
Tourism Manager Cano reminded the committee members of the Event Promotion Program
history while Tourism Coordinator Burns reviewed survey and SWOT analysis results with the
committee. Committee members discussed ideas for the 2019-20 application and overall program.
Staff will begin working on a draft application for committee review. No action was taken.
Meeting was adjourned at 11:25 a.m.
Tourism Business Improvement District
Special Marketing Committee Meeting
Meeting Minutes
May 1, 2019 – 9:30 a.m.
Apple Farm Inn – 2015 Monterey Street, San Luis Obispo
BOARD MEMBERS PRESENT: Dean Hutton, Matt Wilkins and LeBren Harris
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 9:41 a.m.
BUSINESS ITEMS
1. 2019-20 Marketing Plan
Agency representatives from AMF Media Group and Matchfire presented the updated draft
marketing plan to the committee. Committee members provided feedback and approval to move
forward with presenting the 2019-20 Marketing Plan as presented.
2. 2019-20 Event Promotion
Staff presented proposed changes to the current Event Promotion program for the committee to
consider and provide feedback on. The primary changes to the program in addition to no longer
being a joint process with the Promotional Coordinating Committee would be using a
standardized scoring rubric, moving to quarterly reviewed and separating out a two-category
application for cash sponsorship or hosted room sponsorship from an event RFP process and a
group program. The committee discussed the proposed program shift, provided edits to the
scoring rubric and approved staff to move forward in drafting the application.
Meeting was adjourned at 11:01 a.m.
Tourism Business Improvement District
2019-2025 Strategic Plan Immersion Session
Special Meeting Minutes
Wednesday, April 29, 2019– 11:00 a.m.
Hampton Inn & Suites – 1530 Calle Joaquin, San Luis Obispo
BOARD MEMBERS PRESENT: Members Nipool Patel, LeBren Harris, Dean Hutton, Matt Wilkins,
Bruce Skidmore and Pragna Patel-Mueller
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:07 a.m.
BUSINESS ITEMS
1. SLO TBID Strategic Planning Work Session Three
Coraggio Group reviewed the previous sessions’ work, presented measurable objectives and lead
the Board in a brainstorming session of initiatives.
2. New Business
• Next Strategic Planning Meeting: Tuesday, April 30, 2019 at 9:00 a.m. at Hampton Inn &
Suites
Meeting was adjourned at 2:38 p.m.
Tourism Business Improvement District
2019-2025 Strategic Plan Immersion Session
Special Meeting Minutes
Thursday, April 30, 2019– 9:00 a.m.
Hampton Inn & Suites – 1530 Calle Joaquin, San Luis Obispo
BOARD MEMBERS PRESENT: Members Nipool Patel, LeBren Harris, Dean Hutton, Matt Wilkins,
Bruce Skidmore and Pragna Patel-Mueller
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 9:00 a.m.
BUSINESS ITEMS
1. SLO TBID Strategic Planning Work Session Four
Coraggio Group reviewed the previous session’s brainstormed initiatives and then had board
members participate in a refining and finalizing activity.
2. New Business
• Next Strategic Planning Meeting: None. May 20, 2019 tentative meeting was cancelled
Meeting was adjourned at 1:00 p.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 10, 2019 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, April 10, 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, April 10, 2019 at 5:30 p.m. in the Council Hearing Room, located at 990
Palm Street, San Luis Obispo, California, by Chair Dixon.
OATH OF OFFICE
Deputy City Clerk Goodwin administered the Oath of Office to Committee Member Heath and
Committee Member Thomas.
ROLL CALL
Present: Committee Members Melissa Godsey, Ryan Heath, John Thomas, Matthew Wilkins
(5:37), Vice Chair Dana Matteson and Chair Zoya Dixon
Absent: Committee Member Daniel Levi
Staff: Tourism Manager Molly Cano and Deputy City Clerk Heather Goodwin
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
C.1 Minutes of the Regular Meeting of Wednesday, March 13, 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 April 10, 2019 Page 2
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER MATTESON, SECONDED BY
COMMITTEE MEMBER THOMAS, CARRIED 5-0-2 (COMMITTEE MEMBER LEVI AND
WILKINS ABSENT), to approve the consent agenda items 1 through 7.
PRESENTATIONS
1. SLO Chamber of Commerce Quarterly Report
Dusty Colyer-Worth Visitor, Center Manager and Jacqueline Clark-Charlesworth, Director
of Communications and Business Education, San Luis Obispo Chamber of Commerce
Representatives, reported on the past quarter activities for the contracts with the PCC.
Highlights included demographic reporting’s, Grants-in-Aid Marketing support for March
2019, Public Relations, and Cultural Attractions. Responded to Committee Member
inquiries.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
2. SLO Happenings Program quarterly Promotions Update
Brittany Garcia, Matchfire Representative, reported on the quarterly report for the SLO
Happenings program. Highlights included website highlights, email highlights, and social
highlights. Responded to Committee Member inquiries.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 10, 2019 Page 3
BUSINESS ITEMS
1. Community placemaking: banner project
Tourism Manger Cano introduced Katie McGrath, Account Director from (iii) Design.
Provided a brief history on her background and previous work experience working with the
PCC and TBID.
The Committee reviewed banner design concepts presented by (iii) Design. The 3 banner
design concepts presented were City Celebration, City Sights and SLO in Action. (iii) Design
explained Phase One (aka the Pilot program) of the proposed project. Stated that the committee
was to select 1 concept for Phase One. Indicated that the location of Phase One will be at Rail
Road Square. Noted that the banner signs would remain at Rail Road Square after the said pilot
program was complete. Responded to Committee Member inquiries.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECONDED BY
COMMITTEE MEMBER GODSEY, CARRIED 6-0, to select Concept 2 - City Sights as
Phase One for the proposed project.
Tourism Manager Cano provided an update to the Banner Arm Project Scope Phase on the
following projects: Railroad Square, Downtown, and Banner Design. It was noted that the
Banner Budget had a total of $31,000 and Total of $30,500 for Project Expenditures.
Responded to Committee Member inquiries.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER GODSEY, SECONDED BY
COMMITTEE MEMBER HEATH, CARRIED 6-0, to have (iii) Design submit a proposal in
the amount of $5,000 for the Style Guide.
2. San Luis Obispo Chamber Partnership Proposals
Dusty Colyer-Worth Visitor, Center Manager and Jacqueline Clark-Charlesworth, Director of
Communications and Business Education, and Jim Dantona, President and CEO, San Luis
Obispo Chamber of Commerce Representatives, presented their partnership proposals for
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 10, 2019 Page 4
public relations, visitor services and Grants-in-Aid promotional support for the committee’s
consideration. Responded to Committee Member inquiries.
Public Comment
None
--End of Public Comment--
No action was taken
3. 2019-21 Community Promotions Budget Process
Tourism Manager Cano reviewed the Community Promotions Budget Worksheet for 2019-
20 and 2020-21 projected budget cycle. Stated that the proposed overall allocations will be
presented at the April 16, 2019 City Council meeting. Responded to Committee Member
inquiries.
Public Comment
None
--End of Public Comment--
No action was taken.
4. Work scope planning process
Tourism Manager Cano reviewed the approach to the facilitated work scope planning process.
Explained the process on how a facilitated session is conducted. Briefly described background
of the few potential consultants she reached out to. Responded to Committee Member inquires.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECONDED BY
COMMITTEE MEMBER MATTESON, CARRIED 6-0, move forward with Michell Carlyn
as the work scope planning facilitator consultant.
5. International Festival Events Association world festival & event city award application
Tourism Manager Cano described the International Festival Events Association (IFEA) World
Festival & Event City Award process. Stated that this would give the City an opportunity to
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 10, 2019 Page 5
be recognized internationally. Noted that the fee to apply is $895 and the application deadline
is July 8, 2019. Responded to Committee Member inquires.
The Committee urged the Administration Interns to do more research on other leading city’s
success.
Public Comment
None
--End of Public Comment--
No action was taken.
6. Mid State Fair Showcase Of Cities Project Plan
Tourism Manager Cano discussed the project plan and next steps for the window design for
the Mid State Fair Showcase of the Cities display. Responded to Committee Member inquires.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER GODSEY, SECONDED BY
COMMITTEE MEMBER THOMAS, CARRIED 6-0, to receive a proposal from (iii) Design
for the Mid State Fair Showcase of the Cities display.
7. 2019 Roll Out The Barrels Sponsorship Adjustment
Tourism Manager Cano proposed adjusting the sponsorship specification for the 2019 Roll Out
the Barrels event. Stated that the Committee funded $2,000 on the following 2 components
(Towards enhanced experience/build out of event). Explained that she needed clarification
from the Committee on how to allocate the funds. Responded to Committee Member inquires.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECONDED BY
COMMITTEE MEMBER MATTESON, CARRIED 6-0, to adjust the funding towards the
Build Out of Event.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 10, 2019 Page 6
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants-in-Aid (GIA) Update
Tourism Manager Cano provided a brief update and noted that she is working with the
Attorney’s Office on how to proceed in the process. Stated that she is considering amending
the application process for next year.
2. Tourism Business Improvement District (TBID) Board Report
Committee member Wilkins and Tourism Manager Cano reported on the TBID Board
meeting of April 10, 2019.
3. Tourism Program Update
Tourism Manager Cano presented an update on the recent and upcoming Tourism Program
activities, including:
• Central Coast Tourism Council
• Annual Board Retreat in Monterey
• New Marketing Agency Contract
• Events
• SLO Film Fest – wrap up
• Live Oak
• Roll Out the Barrel Planning
• Upcoming Tradeshows
• IPW June 3-6 Anaheim
ADJOURNMENT
The meeting was adjourned at 8:15 p.m. The next Regular Promotional Coordinating Committee
meeting is scheduled for Wednesday, May 8, 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, March 2019
Visit SLO CAL Holds Annual Strategic Marketing Committee Retreat
On March 12 Visit SLO CAL, its agencies and Marketing Committee members
gathered in Avila Beach to dig into learnings from the previous year and start
mapping the strategy for the year to come which will form the basis of the
FY2019/20 Marketing Plan. Topics of discussion included market priority & long-term
trajectory, reducing duplication in PR and reducing duplication in paid, owned and
sales.
.
Visit SLO CAL Attends Taste Washington for 2nd Year in A Row
On March 30-31, Visit SLO CAL staff and destination partners from Paso Robles
and San Luis Obispo brought SAVOR and SLO CAL to life at Taste Washington
in Seattle. Consumers were able to sample product from Central Coast
Creamery, Yes Cocktail Co., Root Elixirs and The Groves on 41 during the
Grand Tasting event while Peachy Canyon Winery poured at The New Vintage
event on Friday, March 29.
In keeping with last year, the booth featured a farmers market theme with fresh
vegetables, fruit and flowers displayed amongst rustic tables and wood
flooring. Although a pallet with the booth’s décor and branding was lost in
transit, Visit SLO CAL was able to quickly engage a plan B to ensure SLO CAL
made a splash. Thank you to our partners from Travel Paso, San Luis Obispo
and Visit Seattle for assisting and making this event a success.
Join Us at the 2019 Visit SLO CAL Destination Summit
In the framework of the National Travel & Tourism Week, Visit SLO CAL is
hosting the annual Destination Summit (formerly Tourism Exchange) at the
Embassy Suites in San Luis Obispo on May 9th, 2019 from 11 am to 4:30 pm
with reception to follow. Join us as we highlight the accomplishments of the
past year and outline the major initiatives for the year ahead. Hear from
industry leaders during educational sessions that will help build your business
for tomorrow as we grow our destination together.
For tickets and speaker information, go to SLOCAL.com/Summit.
Board Approves Four New Marketing Committee Members
At the February Marketing Committee Meeting, the Committee recommended the Board
approve four new members. On March 28, the Board approved Joel Peterson, Paso
Robles Wine Country Alliance; Anne Steinhauer, SLO Coast Wine Country; Lori Keller,
Blu Hotel Management; and Janine Dion, Boutique Hotel Collection. The Marketing
Committee reviews the marketing priorities of the Board of Directors and considers the
goals, objectives, strategies and tactics to implement the initiatives outlined in our
Strategic Direction 2020 to advise Visit SLO CAL’s marketing programs.
.
0
- PR and Travel Trade -
Visit SLO CAL-Assisted Media Placements
• TravelChannel.com –10 Spring Break Destinations for Families with Teens in Tow
• ReadySetJetSet.com – 5 Adventurous Things to do in San Luis Obispo County
• MensJournal.com – The 7 Best Wine Destinations in the World
• ReadersDigest.com– The Best Beach Vacation for Every Month of the Year
• Airbnb Magazine (Print) – Cruising California’s Central Coast
Travel Trade
• Attended Black Diamond UK Sales Mission, March 16-23
o Visited Edinburgh, Glasgow and London
o 11 appointments, 55 event attendees, 15 agents trained
• Hosted Black Diamond FAM, March 27-29
o Toured Paso Robles, San Luis Obispo, Pismo Beach and Hearst Castle
• Hosted Virgin Holiday FAM, March 29-30
o Toured Pismo Beach and San Luis Obispo
• Attending VCA Asia Sales Mission, April 6-18
o Visiting South Korea, Japan and China
• Upcoming
o IPW, June 1-5
§ Partners include: Boutique Hotel Collection, Pismo Beach, Paso Robles,
Atascadero, San Luis Obispo, Morro Bay and Holiday Inn Express,
Atascadero
Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000.
SLO CAL featured on
TravelChannel.com
(left); SLO CAL Wine
Country featured on
MensJournal.com
(right).
VISIT SLO CAL
WEB ACTIVITY
SESSIONS: 106,677
USERS: 90,346
PAGE VIEWS: 189,103
AVG. PAGE VIEWS/VISIT: 1.59
AVG. TIME ON SITE: 2:04
TOTAL ORGANIC TRAFFIC: 37,159
MOBILE SESSIONS: 83,001
MOST VISITED EVENT PAGE: MORRO
BAY CITYWIDE YARD SALE (1,669
ORGANIC VISITS)
MOST VISITED BLOG: SIP BACK AND
RELAX ON CALIFORNIA’S CENTRAL
COAST (3,885 ORGANIC VISITS)
VISIT SLO CAL
SOCIAL MEDIA ACTIVITY
FACEBOOK: 48,252
TOT. ORGANIC IMPRESSIONS:
172,355
HIGHEST ORGANIC REACH: GREEN
AS FAR AS THE EYE CAN SEE ON
#SLOCAL TRAILS (15,055)
HIGHEST ORGANIC ENGAGEMENT:
GREEN AS FAR AS THE EYE CAN SEE
ON #SLOCAL TRAILS (1,700)
FOLLOWERS
TWITTER: 8,471
TOT. ORGANIC IMPRESSIONS:
33,705
PINTEREST: 760
INSTAGRAM: 25,200
TOT. ORGANIC IMPRESSIONS:
227668
VISITOR GUIDE DIST.
SLOCAL.COM: 449
LOCAL DELIVERY: 7,500
THIS MONTH IN SLO CAL
SUBSCRIBERS 35,865
OPENS: 5,017
CLICK-THROUGHS: 1,213
THIS WEEK IN SLO CAL
CIRCULATION: 1,786
MOST CLICKED LINK:
STR REPORT
Film SLO CAL Hosts Film Scout FAM Tour
March 18-19, three location scouts and producers blitzed
the county in two days as part of the annual location
scout tour. The group visited Avila Beach, Montana de
Oro, Morro Bay, Harmony, San Simeon, Paso Robles, San
Luis Obispo, Pismo Preserve, Arroyo Grande/Huasna
Valley and Oceano. A special thank you to all the tourism
partners who participated in hosting the group.
.
February 2019 vs February 2018 Lodging Statistics (STR, Inc.)
Date: April 4, 2019
Client: SLO CAL
Date Range: March 1 - 31, 2019
Executive Overview:
Organic Traffic Overview:
Total Traffic Overview:
Sessions decreased by 5.5% (112917 sessions).
Top Gains/Losses by Channel: Paid: +155% (20,839), Other: +91% (7,718), Display: - 61% (-12,436)
Top Loss by Category: Home Page -45% (-20,102)
SEO Snapshot:
YoY Organic Landing Page Traffic Comparison - Top Areas
Listing Pages saw a -41.01% difference in Sessions (-1835 Sessions)
Events Pages saw a 15.80% difference in Sessions (740 Sessions)
Things to Do (Activities) saw a 57.30% difference in Sessions (1393 Sessions)
Blog Pages saw a -13.4 % difference in Sessions (-610 Sessions)
The Home Page saw a 39.88 % difference in Sessions (1663 Sessions)
Explore Pages saw -4.74 % difference in Sessions (-232 Sessions)
SEO Recommendation:
Industry Averages:Engagement Metrics Industry Average Your Website % Difference
Total Pages Per Session:2.04 1.59 -28.69%
Total Average Session Duration:0:01:52 0:02:17 18.03%
Total Bounce Rate:51.42%30.27%-69.86%
Organic Pages Per Session:2.11 2.01 -4.99%
Organic Average Session Duration:0:02:04 0:03:24 39.15%
Organic Bounce Rate:47.48%13.09%-262.65%
SEO Overview
This is the first full month that we are able to compare YoY traffic of the new site. Sessions increased 22% (+2.6% to
2017). Top Organic Pages by Section : Listing: Irish Hills Natural Reserve, Events: Main Page, Things to Do: Main
Page. Blog: Insider Tips 15 Free Things to Do in Slo Cal, Explore: Main Page. Eat and Drink: Bars Lounges, Stay: Main
Page.
Consider building pages for events in general, specific events, specific attractions/venues, specific types of places to
stay for the city of Paso Robles. Paso Robles Events - 880 AMS, Paso Robles Concerts - 590 AMS, Hotels in Paso
Robles - 1,900, Paso Robles Bed and Breakfast - 1,300 AMS, Paso Robles Vacation Rentals - 880, Vina Robles
Amphitheatre - 5,400 AMS, Paso Robles Wine Tours - 1,900 AMS. Events and Attractions pages lend themselves to
creating content for and links to, places to stay, restaurants, and things to do near. Exposing more users to more
opportunities to view listings should help reverse the YoY loss of traffic in that particular section. Also creating pages
for city-specific searched for items will bolster traffic to that section.
Page 2 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: October 1, 2018 - March 31, 2019
Total Traffic Overview:
Oct Nov Dec Jan Feb Mar
Sessions:73,266 64,485 68,468 96,653 79,856 106,677
Users:58,915 52,719 56,225 75,599 67,366 90,346
Bounce Rate:27%15%13%16%26%30%
Pageviews:137,885 136,012 154,119 295,055 135,050 169,103
Avg Pageviews Per Visit:1.88 2.11 2.25 3.05 1.69 1.59
Avg. Session Duration:0:02:35 0:02:42 0:02:45 0:03:20 0:02:24 0:02:17
Total Organic Search Traffic:32,590 32,594 36,264 42,137 28,680 37,159
% of Traffic Organic Search:44%51%53%44%36%35%
Entry Pages From Search:1,760 1,703 1,675 1,746 1,712 1,730
VisitSLOCounty Visits:0 0 0 0 0 0
VisitSLOCounty Bounce Rate:0%0%0%0%0%0%
Mobile/Tablet SnapShot:
Oct Nov Dec Jan Feb Mar
Sessions:52,974 45,856 50,501 70,874 59,045 83,001
% of Sessions:72%71%74%73%74%78%
Bounce Rate:31%14%13%17%27%33%
Pageviews: 79,413 85,494 101,530 188,753 85,403 114,792
Avg. Session Duration:0:02:07 0:02:18 0:02:22 0:02:49 0:02:00 0:01:56
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Oct Nov Dec Jan Feb Mar
Total Visits Comparison
Prior Year This Year
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Traffic Channels
0
50,000
100,000
Oct Nov Dec Jan Feb Mar
Mobile/Tablet Visits
Prior Year This Year
Page 3 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: October 1, 2018 - March 31, 2019
Organic Traffic % of Total
Site Traffic
Sessions 37,159 34.83%
Organic Engagement Compared to Site Engagement
Pages / Session 2.01 26.78%
Avg. Session Duration 0:03:24 49.15%
New Sessions 71.83%-10.51%
Bounce Rate 13.09%-56.75%
Search Engine Visits Percent
google 35,984 96.84%
bing 530 1.43%
yahoo 503 1.35%
duckduckgo 101 0.27%
ask 26 0.07%
sogou 10 0.03%
Top 10 Links to Site Links Pages Landing Page Visits Percent
visitcalifornia.com 37,818 27 /5,834 15.70%
destinationpasorobles.com 18,937 2 /events-and-festivals/3,124 8.41%
visitsanluisobispocounty.com 14,904 245 /event/annual-morro-bay-citywide-yard-sale-2019/1331/1,654 4.45%
reside.org 12,012 1 /events-and-festivals/events-calendar/1,092 2.94%
pasowine.com 8,695 2 /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/768 2.07%
centralcoast-tourism.com 5,820 23 /blog/post/8-ways-to-spend-st-patricks-day-in-slo-cal/736 1.98%
centralcoastrealestatephotography.com 5,127 4 /events-and-festivals/live-music-concerts/678 1.82%
theccrg.com 5,014 3 /things-to-do/629 1.69%
coterealtors.com 4,538 1 /explore/539 1.45%
tombarket.com 4,115 1 /event/cayucos-sea-glass-festival/4719/490 1.32%
Organic Search Traffic:
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Oct Nov Dec Jan Feb Mar
Organic Visits Comparison
Prior Year Current Year
Page 4 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: March 1 - 31, 2019
Goals:
Goal Completions
Visitors Magazine Request 449
Media Request 7
Meetings RFP 0
Enewsletter Sign-up 91
Top 20 Google Search Console Search Queries:
Queries Clicks Impressions CTR Position
san luis obispo 11,571 372,866 3.10%2.1
slo restaurant month 1005 1312 76.60%1.1
san luis obispo events 843 2962 28.50%1.2
restaurant month slo 711 868 81.90%1.1
morro bay 677 135725 0.50%7.5
slo restaurant month 2019 611 725 84.30%1.2
visit slo cal 580 820 70.70%1
slocal 539 1592 33.90%2.4
paso robles 519 141506 0.40%9.1
tamale festival atascadero 477 1958 24.40%2.3
slo events 477 1429 33.40%1.2
pismo beach 469 213482 0.20%8.8
slo 451 126995 0.40%5.6
san luis obispo restaurant month 419 598 70.10%1.1
paso robles wine festival 415 2418 17.20%2.5
san luis obispo county 353 19740 1.80%3
restaurant month san luis obispo 344 411 83.70%1.3
santa margarita 333 26345 1.30%3.7
Page 5 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: March 1 - 31, 2019
things to do in san luis obispo 320 16306 2.00%6
events in san luis obispo 308 1142 27.00%1.2
Select Google Search Console Search Queries Year over Year Comparison:
Reporting
Month Change Reporting
Month Change
arroyo grande 71 -20 11,316 379
arroyo grande hotels 0 -1 77 49
atascadero hotels 0 0 74 52
avila beach 77 -1 20,419 4,416
avila beach hotels 0 0 357 271
cambria ca 35 -70 12,696 -2,001
cambria ca hotels 0 0 391 -54
cayucos 79 4 10,739 2,853
cayucos hotels 0 0 197 132
morro bay 239 -11 51,464 11,385
morro bay hotels 0 0 352 178
nipomo ca 24 -33 4,935 -269
nipomo hotels 0 0 22 21
oceano hotels 0 0 31 31
paso robles 210 16 48,765 3,475
paso robles hotels 0 0 282 96
pismo beach 204 -193 87,658 4,204
pismo beach hotels 0 0 893 250
san luis obispo 4209 1,624 134,190 15,871
san luis obispo hotels 12 12 6,276 5,891
san miguel ca 45 -36 1,199 -710
san simeon 57 -18 17,854 4,971
santa margarita 139 36 9,153 678
YoY Clicks
Queries
YoY Impressions
Page 6 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: March 1 - 31, 2019
santa margarita hotels 1 1 74 17
shell beach 38 29 3,967 1,879
shell beach hotels 0 0 237 164
Page 7 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: October 1, 2018 - March 31, 2019
External Links Listings: Link to Website
Top 10 URLs Total Clicks Top 10 Websites Total Clicks
www.SLOCAL.com/Restaurant-Month 502 Nitt Witt Ridge 88
wwwslocal.com/restaurant-month 492 Swinging Bridge 82
www.labellasera.com 259 Mission San Luis Obispo de Tolosa 58
www.visitatascadero.com/events/index.php?id=154 252 Sunbuggy Fun Rentals 57
www.facebook.com/events/145596949556861/240 Freshwater Fishing Lopez Lake 50
www.fishgaucho.com 184 Moonstone Beach 50
www.morrobay.org 172 Carrizo Plain National Monument 47
www.madonnainn.com/events-calendar/171 The Fremont Theater 46
www.bluemoonoveravila.com 156 Montana de Oro State Park 44
www.granadahotelandbistro.com/#bistro 153 SeaVenture Restaurant 44
Listings: Link to Detail
Top 10 Listings Total Clicks
Nitt Witt Ridge 129
Swinging Bridge 122
California Highway 1 Discovery Route 73
Morro Bay State Park 62
Avila Beach Horseback Riding 57
Mission San Luis Obispo de Tolosa 57
El Moro Elfin Forest 49
Bishop Peak 47
Ragged Point Beach 44
Central Coast Outdoors 34
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Oct Nov Dec Jan Feb Mar
External Links Total Clicks
Page 8 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: October 1, 2018 - March 31, 2019
0
1,000
2,000
3,000
4,000
5,000
6,000
Oct Nov Dec Jan Feb Mar
Listings: Link to Website
Total Clicks
0
1,000
2,000
3,000
4,000
5,000
6,000
Oct Nov Dec Jan Feb Mar
Listings: Link to Detail
Total Clicks
0
2,000
4,000
6,000
8,000
10,000
12,000
Oct Nov Dec Jan Feb Mar
Total Partner Referrals
Page 9 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: March 1 - 31, 2019
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Shoppers/Value Shoppers 25,956
Food & Dining/Cooking Enthusiasts/30 Minute Chefs 24,119
Lifestyles & Hobbies/Pet Lovers 20,479
Travel/Travel Buffs 19,678
Lifestyles & Hobbies/Art & Theater Aficionados 18,935
Lifestyles & Hobbies/Business Professionals 18,602
Sports & Fitness/Health & Fitness Buffs 18,227
Technology/Technophiles 17,971
Lifestyles & Hobbies/Outdoor Enthusiasts 17,927
Media & Entertainment/Book Lovers 17,811
Other Categories:
Top 10 Categories Visits
Arts & Entertainment/Celebrities & Entertainment News 18,202
News/Weather 7,622
Food & Drink/Cooking & Recipes 6,854
Arts & Entertainment/TV & Video/Online Video 6,818
Travel/Air Travel 5,685
Jobs & Education/Education/Colleges & Universities 4,366
Online Communities/Social Networks 3,960
Pets & Animals/Pets/Dogs 3,913
Real Estate/Real Estate Listings/Residential Sales 3,719
News/Sports News 3,678
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
3.11%
12.54% 13.16% 12.29% 12.62% 10.93%
1.77%
7.56% 7.40%
6.67% 6.09%
5.85%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 10 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: March 1 - 31, 2019
Top Content:Geographic:
Top Landing Pages Entrances
/26,995
/dfw/8,279
/blog/post/sip-back-and-relax-on-californias-central-coast/5,074
(not set)4,919
/explore/paso-robles/4,079
/events-and-festivals/3,844
/event/annual-morro-bay-citywide-yard-sale-2019/1331/1,769
/explore/morro-bay/1,442
/plan/visitors-magazine/1,391
/events-and-festivals/events-calendar/1,313
Top Content Pages Pageviews
/30,783
/dfw/8,735
/events-and-festivals/6,162
/blog/post/sip-back-and-relax-on-californias-central-coast/5,467
/explore/paso-robles/4,771
/events-and-festivals/events-calendar/3,405
/things-to-do/3,125
/plan/visitors-magazine/2,519
/stay/2,344
/explore/2,112
Top Exit Pages Exits
/21,757
/dfw/8,087
/blog/post/sip-back-and-relax-on-californias-central-coast/5,016
/explore/paso-robles/3,734
/events-and-festivals/2,677
/event/annual-morro-bay-citywide-yard-sale-2019/1331/1,740
/plan/visitors-magazine/1,472
/events-and-festivals/events-calendar/1,435
/explore/morro-bay/1,317
/things-to-do/1,281
14%
7%
7%
4%
2%
2% 2%
1% 1%
1%
59%
Top Cities Los Angeles
Dallas
San Francisco
San Luis Obispo
Phoenix
San Diego
Seattle
Denver
San Jose
Paso Robles
Other
64.7% 15.0%
4.2% 4.1%
3.4%
2.3%
0.6% 0.5%
0.5%
0.4% 4.1%
Top States California
Texas
Washington
Arizona
Colorado
Nevada
Illinois
New York
Florida
Oregon
Other
31.12%
14.59%
14.19% 10.67%
4.16%
3.96%
3.32% 2.45%
2.28%
2.08%
11.17%
Top Metros Los Angeles CA
San Francisco-Oakland-San Jose CA
Dallas-Ft. Worth TX
Santa Barbara-Santa Maria-San Luis Obispo CA
Seattle-Tacoma WA
Phoenix AZ
Denver CO
Sacramento-Stockton-Modesto CA
San Diego CA
Fresno-Visalia CA
Other
Page 11 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: March 1 - 31, 2019
Top Referrers:
Sessions Bounce Rate Avg. Session Duration Pages / Sessions
m.facebook.com 1,814 22.33%0:01:30 1.30
visitcalifornia.com 1,076 12.45%0:04:15 2.50
facebook.com 336 19.05%0:01:57 1.54
madonnainn.com 191 15.71%0:03:13 2.88
avilavillageinn.com 182 10.99%0:03:36 2.10
visitavilabeach.com 169 11.83%0:04:27 2.56
instagram.com 161 32.92%0:00:58 1.39
slocal.com 160 63.75%0:00:28 1.68
slocal.simpleviewcms.com 147 4.76%0:14:59 4.23
lm.facebook.com 128 15.63%0:02:06 1.45
Totals 5,893 18.72%0:03:17 2.00
Top Campaigns:
Campaign Source / Medium Sessions % New Sessions Avg. Session Duration Bounce Rate
CA_TO-DO goodway / sem 5,094 89.67%0:01:28 20.06%
fy19_miles_dallas adara / display 3,722 85.30%0:01:24 60.83%
fy19miles mediaiq / display 2,746 78.70%0:01:32 68.97%
Sitelink goodway / sem 2,523 78.76%0:01:44 18.75%
fy19_miles sharethrough / native 2,046 92.62%0:00:50 71.41%
fy19dallas_miles sharethrough / native 2,007 88.49%0:00:32 79.07%
fy19miles pandora / audio 1,224 89.62%0:01:07 69.12%
CA_BEACH goodway / sem 1,195 84.44%0:01:49 22.68%
CA_TRAVEL goodway / sem 916 88.86%0:02:10 15.50%
CA_OUTDOOR goodway / sem 781 86.56%0:01:43 22.41%
fy19miles sojern / display 498 76.91%0:00:57 72.29%
fy19miles samsung / display 348 90.52%0:01:09 65.52%
fy19miles adara / display 311 83.28%0:01:19 69.77%
fy19_miles youtube / video 178 89.89%0:02:30 52.81%
fy19miles samsung / video 134 89.55%0:00:50 70.15%
Totals 24,004 85.95%0:01:23 46.98%
Referrer
Page 12 of 28
Date: April 4, 2019
Client: SLO CAL
Date Range: March 1 - 31, 2019
In-MarketVs Visitor:
3,981
19,376
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000
In-Market
Out of Market
Desktop Visits
5,564
77,755
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 65,000 70,000 75,000 80,000
In-Market
Out of Market
Mobile/Tablet Visits
82.96
17.04%
93.32%
6.68%
Page 13 of 28