HomeMy WebLinkAbout07-02-2019 Item 03 - 2019-20 TBID and PCC programs
Department Name: City Administration
Cost Center: 1006
For Agenda of:
Placement:
Estimated Time:
FROM: Greg Hermann, Deputy City Manager
Prepared By: Molly Cano, Tourism Manager
SUBJECT: 2019-20 COMMUNITY PROMOTIONS PROGRAM – TBID & PCC
RECOMMENDATION
As recommended by the Tourism Business Improvement District (TBID) Board and the
Promotional Coordinating Committee (PCC):
1. Authorize the City Manager to enter into various contracts and program expenditures for the
TBID not to exceed the 2019-20 program budget of $1,402,800 (excludes staffing costs)
based on the recommendations by the TBID Board and the adopted TBID Fund revenue
projections as part of the 2019-21 Financial Plan.
a. This includes the contract funding for the second year of the final two-year extension of
the contract with AMF (formerly BCA) and Matchfire (formerly Studio Good) for
marketing services in the amount of $850,000 per fiscal year.
2. Authorize the City Manager to enter into contracts utilizing the TBID Fund un-appropriated
fund balance from the 2018-19 fiscal year, following the completion of the City’s financial
statements audit, for tourism marketing expenditures in 2019-20 based on the
recommendations by the TBID Board.
3. Authorize the City Manager to use the TBID Fund Reserve of $100,000 for tourism
marketing expenditures in 2019-20 in accordance with the TBID reserve policy.
4. Adopt the 2019-24 TBID Strategic Plan to guide the focus of the City’s tourism efforts as
established by the TBID Board.
5. Authorize the City Manager to enter into various contracts and program expenditures for
Community Promotions not to exceed the 2019-20 program budget of $367,000 (excludes
staffing costs) based on the recommendations by the PCC.
a. This includes the 2019-20 Grants-in-Aid (GIA) allocations in the amount of $100,000
and authorization to execute individual agreements with each grant recipient.
REPORT-IN-BRIEF
The City’s Community Promotions program is comprised of the TBID and the PCC. While these
advisory bodies have separate program functions and budgets, together they both work to
promote San Luis Obispo locally, regionally, nationally, and internationally.
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Item 3
After thorough review and consideration beginning in March 2019, the TBID Board has
identified the following program priorities and budget allocations for the focus of the TBID
marketing efforts in fiscal year 2019-20.
1. Strategic Partnerships: continuation of agreements with the San Luis Obispo Chamber of
Commerce for Guest Services and Public Relations through contracted work efforts, renewal
of the annual SLO Coast Wine Collective (formerly SLO Wine Country Association)
partnership, third year of the current three-year partnership with Learfield/Mustang Sports
Properties for Cal Poly Athletics, and the renewal of the two-year agreement with Cal Poly
Office of Student Affairs.
2. Marketing Services: final year of the Marketing Services Contract with AMF & Matchfire
including the second year of funding for the development and implementation of a website
functionality update based on the acquisition of the URL VisitSLO.com; and second year of
payment to the San Luis Obispo Chamber of Commerce for the acquisition of the URL
VisitSLO.com.
3. General Event Promotions: including the sponsorship of community events with a focus to
attract visitors to San Luis Obispo.
4. Membership in Industry Associations & Programs: including the Central Coast Tourism
Council, the California Travel Association, and the California Hotel and Lodging
Association.
5. Strategic Plan Implementation: funding allocated to development of the implementation plan
for the 2019-24 TBID Strategic Plan.
Since the development of the PCC Strategic Plan, the PCC has used this plan as a roadmap for
the committee and its decisions. With this plan in mind, the PCC identified a portion of its
program budget and time to develop a new initiative to support the community. In addition to
that new project the following program priorities and budget allocations for the focus of the
community promotions efforts in fiscal year 2019-20.
1. SLO Happenings Program: this second year of the new program approach will continue to
evolve the SLO Happenings program into an expanded campaign in partnership with the
TBID for ShareSLO with placing PCC focus on event content curation and strategy.
2. Chamber of Commerce Contract Services: continuation of agreements with the San Luis
Obispo Chamber of Commerce for the two-year agreement for Visitor Center operations and
for the shared public relations services in partnership with the TBID, renewal of the
agreement for marketing and public relations support for the GIA recipients, and the
production & distribution of the City tear-off maps.
3. Strategic Initiatives: funds available for the development of new projects to enhance the
quality of life in San Luis Obispo through strategic and programmatic placemaking
investments.
The last major focus for the PCC, is the Grants-In-Aid (GIA) program. After the competitive
review of the applications, the committee recommends awarding $100,000 collectively to 25
local non-profit organizations for the promotion of cultural, social and recreational events held in
the City of San Luis Obispo that will benefit residents and visitors.
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Item 3
DISCUSSION
Background
With the 2019-21 Financial Plan, the City Council approved the program budget and defined the
work program for the Community Promotions program and the TBID. Both programs are
overseen and administered by advisory bodies to the City Council. The PCC makes
recommendations regarding the use of Community Promotions funding and the TBID Board
recommends the use of the TBID assessment. Both advisory bodies established
recommendations for use of funding in 2019-20 with respective contract considerations.
Tourism Business Improvement District
The TBID began its program development and budget allocation process in March 2019, when
the TBID’s Marketing and Management committees began discussing the goals, priorities, and
direction for the 2019-20 TBID program. During this process, the TBID Board communicated
the importance of continuing to align the budget direction, program priorities, and funding
commitments with the fulfillment of the TBID’s new and revised five-year strategic clarity plan
imperatives. During fiscal year 2018-19, the TBID Board performed a final year plan review and
created a new five-year plan for 2019-24 with revised initiatives to further develop the tourism
program. The complete TBID strategic clarity plan including the updated document is available
for review as a Council Reading File (Attachment A – 2019-24 TBID Strategic Plan).
The TBID strategic initiatives are to:
1. Elevate the SLO Brand & Experience.
2. Deliver Smart Growth.
3. Build Meaningful Partnerships.
4. Ensure Organizational Excellence.
In the budget deliberation, the TBID Board, with the recommendation from the Management
Committee, considered all activity and program commitments including strategic partnerships
and contracts, marketing and advertising, events promotions, tradeshows, tourism organization
and research, and support.
Strategic Partnerships
Strategic partnership proposals were received from the San Luis Obispo Chamber of Commerce,
and SLO Coast Wine Collective (formerly SLO Wine Country Association). The full proposals
can be reviewed in the Council Reading File (Attachment B – 2019-21 SLO Chamber TBID
Proposal; Attachment C –2019-20 SLO Coast Wine TBID Proposal). An additional partnership
presentation proposal was received by Cal Poly Office of Student Affairs.
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Item 3
Based on the content of the annual proposals and the recommendation from the Management
Committee, the TBID Board recommends that Council authorize the City Manager to enter into
separate contracts with the following organizations for the specified programs (Attachment D -
TBID Minutes, June 12, 2019 DRAFT; Attachment E - 2019-20 TBID Contract Terms Outline):
1. SLO Chamber of Commerce: The Board recommends full funding of the proposal for Guest
Services in the amount of $47,500, which includes the continuation of the phone &
availability service and the special promotions support service. In addition, the committee
recommended funding the Public Relations contract (shared with the PCC) in the TBID
amount of $51,000 for the TBID portion and the continuation of the media monitoring
service at the fee of $8,820 annually.
2. SLO Coast Wine Collective (formerly SLO Wine Country Association): The Board
recommends funding the partnership proposal with SLO Wine at the amount of $20,000. The
elements of partnership to be funded would be: Membership & Marketing Benefits at
$11,400; PR/Media Hosting as presented but managed by staff and funded at $1,000; and
targeted Trade and Media Marketing at $7,600. For the Trade and Media Marketing piece,
these funds will be earmarked for this purpose but will not be contracted until the TBID
Board has approved the program plan for the use of these funds.
3. Cal Poly Office of Student Affairs: The Board recommends funding the partnership between
the City of SLO TBID and Cal Poly’s Office of Student Affairs in the amount of $20,000 for
the promotional partnership with New Student & Transition Programs, Cal Poly Parent
Program, and Cal Poly Alumni Association.
Industry Associations & Programs
The Board also considered membership and programs with the following industry associations
within California:
1. Central Coast Tourism Council (CCTC): The Board recommends maintaining membership
with the CCTC in the amount of $1,000, as well as expending commitments and involvement
with enhanced programs facilitated by the CCTC including the co-op for UK travel trade
representation ($3,000 co-op fee).
2. California Travel Association (CalTravel): The Board recommends membership with the
CalTravel organization in the amount of $1,000.
3. California Hotel & Lodging Association (CHLA): The Board recommends maintaining
membership with the partnership with CHLA to cover the base membership for all TBID
member properties with this organization. The annual cost for this membership is $26,566 as
calculated based on the number of lodging properties in the City.
Marketing Services Contract Extension
Fiscal year 2019-20 will allow for the second year of the final two-year extension agreement
with AMF and Matchfire for marketing services. The contract amount includes all services and
fees associated with TBID marketing cost. The marketing initiatives are identified in the two-
year marketing plan, and the implementation of the second year of the plan was approved with
minor modifications by the TBID Board during the May TBID Board meeting.
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Item 3
Based on the recommendation from the Management Committee, the TBID Board recommends
that Council authorize the second year of the final two-year extension of the contract with AMF
and Matchfire for marketing services in the amount of $850,000 for the 2019-20 fiscal year.
(Attachment D - TBID Minutes, June 12, 2019; Attachment F – TBID Marketing Plan
Extension)
General Event Promotions
In their programmatic approach and budget deliberation, the TBID continues to invest in
destination events in San Luis Obispo. To be considered for event funding through the TBID, the
event must meet the purpose of tourism promotion advantage to the City of San Luis Obispo. In
2018-19, the TBID has developed a new event promotion funding program called “SLO
Happenings Event Promotion Funding” which includes an application matrix in which event
applications will be scored to determine funding amounts. In 2019-20 the TBID has allocated
$60,000 to sponsorship funding for events that meet the criteria of tourism promotion advantage
to the City of San Luis Obispo resulting in overnight stays at TBID lodging businesses and
achieve the corresponding application score.
The remaining TBID program funds are allocated to program expenses including: involvement in
various tradeshows and sales efforts in 2019-20, attendance at industry conferences, and
additional partnerships, marketing and promotional initiatives. (Attachment G – TBID Line Item
Budget Allocation).
Any un-appropriated fund balance from 2018-19 will be used for marketing programs in 2019-
20. These expenditures will be reviewed and approved by the TBID Board.
Promotional Coordinating Committee
The purpose of the PCC is to enhance the quality of life for residents of San Luis Obispo and to
enhance the quality of experience for visitors to San Luis Obispo. This mission was the guiding
force behind the budget consideration for the PCC. During the June 12, 2019 meeting, the PCC
finalized the 2019-20 budget allocations and the evolution of the new approach for the SLO
Happenings program, continuation of Visitor Services, Public Relations efforts, strategic
initiative investment for community placemaking and beautification, and GIA funding.
(Attachment H – PCC Line Item Budget Allocations; Attachment I – PCC Minutes June 12,
2019 DRAFT)
Strategic Planning Report
In fiscal year 2016-17, the PCC embarked on a strategic planning process to clarify and define
the program focus for the committee. The plan includes a practical vision for the community,
defines the current reality for the committee, and provides overarching strategies to guide the
committee work for the next three years. The focus of the process was to address how the (PCC)
can be better positioned to improve and develop projects to support the community
independently and in collaboration with the TBID and serve as an effective advisory body to the
City Council. Three strategic directions were identified through the process:
1. Updating and maintaining current projects.
2. Creating and establishing new projects that are innovative and relevant to the community.
3. Improving internal operations and processes more efficiently.
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Item 3
This fiscal year, the PCC held a strategic planning session to review the status and effectiveness
of the major PCC contracts with the SLO Chamber in an effort to serve as the best stewards of
the public funds for promotional programs. The committee used these strategic conversations to
develop the 2019-21 work programs, priorities and contract specifications.
Chamber of Commerce Contract Services
The PCC received a presentation from the Chamber of Commerce for the proposed on-going
contract services. This included the contracted services for Visitor Center operations, the shared
public relations services in partnership with the TBID, the marketing and public relations support
of the GIA recipients, and the production of the City tear-off-maps. As a summary, the Chamber
requested:
1. Visitor Services: a two-year contract representing $119,600 per year for the continuation of
the Visitor Center operations. This requested increase in contract funding for the Visitor
Center operations is due to increased costs in operation and the addition of services.
2. Public Relations: a two-year contract in the amount of $90,000 per year shared 60/40
between the TBID & PCC. The increase is due to the rising staff cost and the cost of doing
business.
3. Tear Off City Maps: the annual production and printing of the tear-off maps at the same
$9,000 fee for the pass-through production and printing costs.
4. GIA support contract: a one-year term at the contract cost of $30,000 for the promotional
support of GIA recipient events.
The full proposals can be reviewed in the Council Reading File. (Attachment J – 2019-21 SLO
Chamber 2019-21 PCC Proposal)
The PCC held a special meeting through the work of their strategic plan implementation to fully
vet and discuss the contract proposals based on the effectiveness it provides for the City. During
budget deliberations at the June 12, 2019 meeting, the Committee determined that it was of high
priority to maintain contract services with the Chamber of Commerce and decided to fully fund
and authorize all the proposals for the 2019-20 year. (Attachment I – PCC Minutes June 12, 2019
DRAFT; Attachment K – 2019-20 PCC Contract Terms Outline)
SLO Happenings Program
In 2018-19 the PCC made a strategic decision to sunset the SLO Happenings app and focus
entirely on digital and social media efforts of the program. Matchfire, the agency of record for
the TBID’s ShareSLO program, was contracted to establish an enhanced calendar of events
solution on the City’s tourism website and the integration of SLO Happenings into the ShareSLO
campaign.
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Item 3
As the program continues to evolve, the PCC will continue to move SLO Happenings into the
new direction, one in which the PCC establishes an event curation strategy and supplements
calendar content with this information. In order to do that, the PCC recommends an agreement
with Matchfire in the amount of $15,000 for the strategy and content curation of the SLO
Happenings event calendar. Matchfire is uniquely suited for this agreement as they are the
agency of record of the TBID to manage the ShareSLO campaign and under that contract they
are the only agency able to execute the work requested by the committee.
The full proposal can be reviewed in the Council Reading File. (Attachment L – 2019-20
Matchfire Proposal)
Grants-In-Aid
In February of each year, the PCC advertises the annual GIA process for the promotion of
cultural, social, and recreational events held in the City of San Luis Obispo that will benefit
residents and visitors. Notices are placed on the City web site and in the New Times to advertise
the availability of the grant funding application for local non-profit organizations. Additionally,
previous grant recipients are notified via email regarding the grant availability. The PCC
maintained its available budget for GIA awards at $100,000 and is recommending the full
amount in funding based on the application review process.
Grant Application and Evaluation and Process
The grant cycle was opened on February 1, 2019 and applications were due on March 15,
2019. On February 6, 2019, the PCC held a mandatory meeting and event resource fair with
all interested organizations to introduce the grant funding criteria used during the evaluation
process and answers any questions from the applicants. At deadline for grant application
submittal, the City received 27 applications with a funding requests amount of $205,115. A
copy of the complete booklet of Grants-in-Aid applications is available for public review in
the Council Reading File (Attachment M – GIA 2019-20 Application Binder).
The PCC’s GIA subcommittee met to review the applications, compare the requests to the
grant criteria, and allocate funding accordingly. On May 15, 2019, the PCC held a public
hearing with all applicants to allow for presentation and discussion before the
recommendation be forwarded to the City Council for consideration and approval. There
were over 12 application representatives present at the meeting. The committee received 10
public comments from the grant applicants and ultimately approved the recommendation for
the 2019-20 GIA funding allocations (Attachment N – PCC Special Meeting Minutes May
15, 2019 DRAFT; Attachment O - GIA 2019-20 Funding Recommendations).
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Item 3
Previous Advisory Body Action
The following advisory body actions were taken to support these recommendations:
• TBID approval of the line item budget and contract terms on June 12, 2019 and
recommended to City Council for approval. (Attachment D - TBID Minutes, June 12, 2019
DRAFT)
• PCC Approval of the 2019-20 GIA funding allocations and recommended to City Council for
approval. (Attachment N – PCC Special Meeting Minutes May 15, 2019 DRAFT)
• PCC approval of the line item budget and contract terms on June 12, 2019 and recommended
to City Council for approval. (Attachment I – PCC Minutes June 12, 2019 DRAFT)
Policy Context
As referenced in the City’s Municipal Code, Section 12.42.030 (Authorized Use), TBID revenue
is used for the promotion of tourism.1
Public Engagement
The public engagement was adequately done in order to prepare these recommendations to City
Council. All Advisory Body Meetings for the TBID and PCC were noticed in accordance with
Brown Act standards. Additionally, the recommended outreach for noticing of the PCC’s GIA
application for funding was completed.
ENVIRONMENTAL REVIEW
The California Environmental Quality Act (CEQA) does not apply to the recommended action in
this report, because the action does not constitute a “project” under CEQA Guidelines sec.
15278.
FISCAL IMPACT
Budgeted: Yes (Pg. 119 and 276 of the 2019-21 Financial Plan) Budget Year: 2019-20
Funding Identified: Yes
Fiscal Analysis:
The 2019-20 projected TBID Revenue, based upon 20% of Transient Occupancy Tax, is
$1,606,600. However, in the 2019-21 Financial Plan the TBID expense budget only accounts for
$1,533,586, a difference of $72,740. Staff recommends that the Council fully appropriate the
difference into the TBID expense budget for various contracts and program expenditures. It is
the fiscal responsibility of the TBID to utilize the maximum amount of revenue each year to
further the marketing reach for the district’s promotional efforts. In the event that TBID
revenues do not reach projections, staff is recommending the Council authorize the City Manager
to utilize funds in the TBID Fund Reserve to offset those revenues.
1 12.42.030 – Authorized Use: A. The general promotion of tourism within the district is to include costs as
specified in the business plan to be adopted annually by the city council.
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Item 3
The total amount currently budgeted in the 2019-21 Financial Plan for the Community
Promotions Program is $405,302 in 2019-20. Within the 2019-20 budget, the PCC recommends
the total GIA event funding amount of $100,000 based on the application process and evaluation.
There is sufficient funding for the contracts as recommended by the two advisory bodies.
ALTERNATIVES
1. The Council could choose to fund the contracts at different levels or modify the scope of
services. The advisory bodies and staff do not recommend adjustments, as the proposed
contracts are the result of careful review, discussion, and negotiations between the parties.
2. The Council could direct the advisory bodies and staff to release Request for Proposals for all
the services outlined. This is not recommended since the recommended contractors are well
positioned to execute the established work scope in a cohesive and economical manner.
3. The Council could re-allocate funding provided through the GIA process. This is not
recommended as the PCC reviewed the applications thoroughly and applied the funding per
the set criteria and expected benefit to the City’s residents and visitors.
Attachments:
Attachment a - 2019-24 TBID Strategic Plan
Attachment b - 2019-21 SLO Chamber TBID Proposal
Attachment c - 2019-20 SLO Coast Wine TBID Proposal
Attachment d - 6-12-2019 TBID Minutes DRAFT
Attachment e- 2019-20 TBID Contract Terms Outline
Attachment f - 2019-20 TBID Mkt Pln Ext
Attachment g - TBID Line Item Budget Allocations
Attachment h - PCC Line Item Budget Allocations
Attachment i - 06-12-2019 PCC Minutes Draft
Attachment j - 2019-21 SLO Chamber PCC Proposal
Attachment k - 2019-20 PCC Contract Terms Outline
Attachment l - 2019-20 PCC Matchfire Proposal
Attachment n - 05-15-2019 PCC Special Meeting Minutes
Attachment o - 2019-20 GIA Funding Allocation
Attachment m - READING FILE 2019-20 GIA APPLICATIONS
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Item 3
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/12//2019 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, June 12, 2019
Special Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
The regular meeting of the San Luis Obispo Tourism Business Improvement District Board was called to
order on Wednesday, June 12, 2019 at 10:12 a.m. in City Hall, located at 990 Palm Street, San Luis Obispo,
California, by Vice Chair Wilkins.
ROLL CALL
Present: Board Vice Chair Matthew Wilkins and Board Members Dean Hutton, LeBren Young-
Harris, Pragna Patel-Mueller , Kristen Battaglia (10:23 a.m.)
Absent: Board Chair Bruce Skidmore and Member Nipool Patel
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
CONSENT ITEMS
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECONDED BY COMMITTEE
MEMBER HUTTON, CARRIED 4-0-2, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6
C.1 Minutes of Special Meeting on Wednesday, May 8, 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
OATH OF OFFICE
Kristen Battaglia was sworn in by City of San Luis Obispo Deputy City Clerk Kevin Christian.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of 06/12/2019 Pg. 2
PRESENTATIONS
1. MARKETING AGENCY MONTHLY REPORT
AMF Account Supervisor Brittany Hensley presented a review of May 2019 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 MONTHLY REPORT
Director of Communications and Business Education, Jacqui Clark-Charlesworth from the SLO
Chamber of Commerce presented the May public relation highlights.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of 06/12/2019 Pg. 3
BUSINESS ITEMS
1. CONTRACT WORK SCOPES & AGREEMENTS TERMS
Tourism Manager Cano and Member Patel-Mueller presented the Management Committee’s
recommendations for the contract work scopes and agreement terms with AMF/Matchfire, Cal Poly
Office of Student Affairs and SLO Coast Wine Collective (previously SLO Wine). The San Luis
Obispo’s Chamber of Commerce Public Relations and Guest Services recommendation was reviewed
separately without Board Member Harris who was recused.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD
MEMBER HARRIS, CARRIED (5-0-2), to approve the recommended proposals:
AMF/Matchfire – funding of $850,000 towards the final contract year within the current two-year
contract.
Cal Poly Office of Student Affairs – funding of the $20,000 proposal as is towards a one-year contract
with the opportunity to extend to a two-year term.
SLO Coast Wine Collective (previously SLO Wine) – proposal as presented with $11,400 towards
membership of all TBID properties and changes to earmarking $7,600 for potential programs and
$1,000 held and spent on an as presented basis for media.
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
PATEL-MUELLER, CARRIED 4-0-2 (HARRIS RECUSED), for the San Luis Obispo Chamber of
Commerce proposal with the recommended changes of a one-year term and ability to extend to year
two if approved by TBID for the Public Relations component.
2. 2019-20 BUDGET ALLOCATIONS
Management Committee’s recommended budget allocations for the 2019-20 TBID program budget were
presented with staff reviewing each item.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER PATEL-
MUELLER, CARRIED 4-0-2 (HARRIS RECUSE), to approve budget allocations as recommended
and presented by the Management Committee.
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Item 3
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 06/12/2019 Pg. 4
3. STRATEGIC PLAN APPROVAL
Management Committee and staff presented the final draft of the 2019 – 24 TBID Strategic Plan with the
correct edit of dates. Members reviewed and discussed the next steps to be taken with Corragio Group.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER HUTTON,
CARRIED 5-0-2, to adopt the 2019-24 Strategic Plan.
4. SLO HAPPENINGS EVENT APPLICATION PROCESS APPROVAL
Marketing Committee Members and Staff presented the new SLO Happenings Event Promotion
Sponsorship applications including separate applications designated for lodging and marketing sponsorship
opportunities.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER
BATTAGLIA, CARRIED (5-0-2), to approve the SLO Happenings Event Promotion applications,
timeline and program changes as presented.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update – Member Harris reported a new general manager has started at the Courtyard
Marriott.
2. Management Committee Update - May 30, 2019 minutes in packet for review.
3. Marketing Committee Update – May 29, 2019 minutes are in the packet for review.
4. PCC Update – April 8, 2019 minutes in packet for review. Member Wilkins and Tourism Manager
Cano reviewed the upcoming banner project timeline.
5. SLO CAL Update - report given at this point.
6. Tourism Program Update –
• The Conference Center status
• 2019 Money for a Rainy Day statistics
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of 06/12/2019 Pg. 5
• IPW and other events were reported on by staff
• Liaison duties to help connect TBID properties with available resources
• Upcoming calendared meeting dates:
• Marketing Committee – June 24, 2019
• Management Committee – Cancelled
• Board Meeting – July 10, 2019
ADJOURNMENT
The meeting was adjourned at 11:57 a.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, July 10, 2019 at 10:00 a.m., at City Hall, 990 Palm Street, San Luis Obispo,
CA.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
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Proposed 2019-20 TBID Partnership & Contract Agreement Terms
• AMF+ Matchfire
o Approval of the funding for the final contract year within the final 2-year extension
o Execution of the Marketing Plan approved at the May 2019 meeting
o $850,000 for final contact year
• Chamber of Commerce
o Public Relations
▪ Management committee recommendation of 1-year term w ability to extend to
yr. 2 if approved by TBID & PCC
▪ Year 1 - $85,000 total split 60/40 with PCC + $5000 split 60/40 with PCC toward
consultant services for development of the Communications Plan
▪ Year 2- $90,000 total split 60/40 with PCC based on the approval of the TBID &
PCC
o Guest Services
▪ Management Committee recommendation to approve as presented with data
additions for strategic plan tracking & research
▪ $47,500 - 1-year term
• Cal Poly Office of Student Affairs
o Parent Program/NSTP/Alumni
▪ Management Committee recommendation to approve as presented
▪ $20,000 funding for 1-year term w ability to extend to year 2 if approved by
TBID
• SLO Coast Wine Collective (SLO Wine)
o Management Committee recommendation to fund membership and media hosting and
to earmark promotional funding for specific program to be presented
o $11,400 for membership benefits 1-year term
o $1,000 for media hosting 1-year term
o $7,600 to be earmarked and approved later
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Item 3
SLOTBID
MARKETING PLAN
Year 2 Extension
2019–2020
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Accomplishments
Year One
HIGHLIGHTS
•Reframed strategy and messaging.
•Refined digital and social plan.
•Adapted approach to travel sites.
•Designed and implemented creative campaign
with "Be Here" messaging.
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INSIGHTS
•Continued development of "Be Here" campaign
•Lead with a video approach
•Reallocate media investment to maximize brand
activations and fall promotions
•Refine content strategy to engage target
personas
•Refine digital plan and GEO targeting areas
based on success of 2018/2019 campaigns
Key
Takeaways
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OPPORTUNITIES
•Deeper integration of "Be Here" messaging
across owned & paid channels
•Increased inventory coming online
•Deeper insight into target personas' digital behavior
•Launch of VisitSLO.com
•Fall brand activation
•Integrate "voice" activation
•Maximize partnerships
Opportunities
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Item 3
THE SAN LUIS OBISPO VISITOR
Travel as couples,median age 44.5, are college graduates, HHI of
$150k+, travel without children, listen to the radio and
read newspaper/magazines either digitally or in print.
•Money & Brains (have it all –money & degrees)
•Movers & Shakers (America's business class)
•Young Digerati (tech-savvy, live in urban fringe)
•Upper Crust (wealthy, 65+)
Personas
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Item 3
Personas
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Personas
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Item 3
OBJECTIVES
•Align website creative and content to amplify the
"Be Here" campaign
•Enhance user experience
DELIVERABLES
•VisitSLO.com launch
•Incorporate new site functionality and content
display types
•Refine user flows
•Develop "Be Here" blogs and itineraries
Web
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Item 3
OBJECTIVES
•Amplify the "Be Here" campaign message
•Activate past subscribers
•Nurture Cal Poly email database
DELIVERABLES
•Launch re -engagement campaign
•Segment users based on interests and
behaviors
•Update email template creative
Email
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Item 3
OBJECTIVES
•Maintain search rankings to ensure the website is an
authority
DELIVERABLES
•Refine SEO strategy to support the new domain,
VisitSLO.com
•Research voice search and implement entry level
changes to our SEO strategy
•Develop content based on key search terms
•Monitor search rankings
SEO
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Item 3
OBJECTIVES
•Amplify the "Be Here" campaign message
•Continue to curate real-time, authentic San Luis Obispo
experiences
•Refine Pinterest strategy to utilize platform for inspirational
vacation planning
•Grow audience in target markets
DELIVERABLES
•Create "Be Here" themed social content
•Activate an influencer campaign
•Leverage Instagram video,Instagram live and Instagram stories
Social
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Item 3
Paid Media
Budget
Allocations
LAST YEAR UPCOMING YEAR
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Item 3
OBJECTIVES
•Video focus (move away from Static ads)
•Target Seattle/West Coast fly zone for Fall Activation
•Geofence tradeshows
•Realign Social spend on (IG and FB) Channels.
•Digital radio campaigns
DELIVERABLES/CREATIVE
•Create a "generic" Visit SLO video
•New "Be Here" Ads for Print
•New "Be Here" Radio ads
•New "Be Here"video ads for Social (IG & FB)
Paid Media
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OBJECTIVES
•Late summer/fall -target Upper Crust persona with Seattle promotion
•Focus to new inventory and level of service available
•Winter –continue Rainy Day promotion
DELIVERABLES/CREATIVE
•Focused messaging to: Be Pampered, Present, Catered, Pleased, Nurtured, Guided,Encouraged, Soothed, Fulfilled, Rejuvenated & Reunited
•Explore opportunities for properties to utilize co -op
Promotions
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OBJECTIVES
•Streamline Selection Process
•Leverage audiences of partners and events
•Add a Fall event to the line -up
DELIVERABLES
•New structure with events taking on
responsibilities of coordinating best marketing
efforts for dollars they are awarded.
•Make sure "Be Here" messaging is a part of
the Partnership communication.
Events &
Partnerships
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Item 3
Timeline/
Calendar
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Item 3
QUESTIONS?
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Item 3
2019-20 Budget Allocation Recommended by the Tourism Business Improvement District (TBID) Board
Campaign Elements/Contractors Budget Allocation Work scope
Contracts
Marketing Contract- AMF/Matchfire $ 850,000
General Marketing Services – Final Contract
Year
Public Relations -Chamber of Commerce $ 51,000
Comprehensive program for Public Relations
and Media Relations in partnership with PCC
Guest Services - Chamber of Commerce $ 47,500
Guest Services including Telephone
Fulfillment & Availability Assistance;
Promotional Support
Media Monitoring Service Fee - Chamber
of Commerce $ 8,820
Digital targeting, distribution and tracking
service for media
Communications Plan Development-
Consultant Services $ 3,000
Earmarked budget for funding for the
development of a Communications Plan in
partnership with PCC
Website Acquisition - Chamber of
Commerce $ 47,500
Second year funding for the acquisition of
URL
Website Development - AMF/Matchfire $ 16,000
Second year of funding for the website
development for acquisition terms
Partnerships
Learfield/Cal Poly Athletics $ 95,500
Partnership for 2019-20: Sponsorship & Room
Costs
SLO Coast Wine Partnership $ 20,000
Partnership for 2019-20: Sponsorship & Room
Costs
Cal Poly Student Affairs $ 20,000 Partnership for 2019-20: Sponsorship
Events Promotion
General Events Promotion $ 60,000
Earmarked budget for event sponsorship
commitments
Tradeshows
Trade Shows & Travel Shows $ 43,000
Earmarked budget for tradeshow
commitments including: IPW 2020
Tourism Conferences $ 8,000
Earmarked budget for Industry Conferences
including Outlook Forum
Tourism Organizations/Research
Central Coast Tourism Council -
Membership Fee & UK Co-Op $ 4,000 Membership & co-op fees
Smith Travel Report $ 3,000
Daily & Monthly in-county data comparison
reports
CalTravel $ 1,000 Membership fee
California Hotel & Lodging Association $ 26,566 Membership fee
Strategic Plan Implementation $ 25,000
Earmarked budget for Industry Conferences
including Outlook Forum
Support/ Meetings
Tourism Program Expenses $ 5,000 Expenses associated with program
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* Does not include Staffing & Administration Overhead Fee
The un-appropriated fund balance will not be known until the entire 2018-19 collection has occurred and the City’s
audit has been substantially completed
FAM Trip Hosting $ 5,000
Budget for hosting media and travel/trade
guests
Past Due CP Rooms $ 1,000 Funds for past due rooms
Contingency $ 29,782 Un-allocated budget for opportunity projects
Total Expenditure* $ 1,370,668
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Item 3
2019-20 Budget Allocation Recommended by the Promotional Coordinating Committee (PCC)
Campaign Elements/Contractors Budget Allocation Work scope
Grants-in-Aid Program $ 100,000 Funding used for grant awards
Grants-in-Aid Support - Chamber of
Commerce $ 30,000
Comprehensive program for marketing and
promotional support to grant recipients
Community Placemaking & Beautification
Projects $ 50,000
Earmarked budget for funding of the
development and implementation of
community placemaking projects
SLO Happenings Program - Matchfire $ 15,000
Comprehensive program for content support
for SLO Happenings program through
ShareSLO
General Contract Services $ 2,400 Un-allocated budget for opportunity projects
Visitor Services - Chamber of Commerce $ 119,600 Operation of the Visitor Center
Public Relations - Chamber of Commerce $ 34,000
Comprehensive program for Public Relations
and Media Relations in partnership with TBID
Communications Plan Development-
Consultant Services $ 2,000
Earmarked budget for funding for the
development of a Communications Plan in
partnership with TBID
City Tear Off Maps - Chamber of
Commerce $ 9,000
Production and distribution of tear-off City
Maps
Support Cost $ 5,000 Expenses associated with program
Total Expenditure* $ 367,000
* Does not include Tourism Manager Staffing costs
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DRAFT Minutes – Promotional Coordinating Committee Meeting of June 12, 2019 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, June 12, 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, June 12, 2019 at 5:32 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, Ryan Heath, John Thomas, Matthew
Wilkins, Vice Chair Dana Matteson and Chair Zoya Dixon
Absent: Committee Member Daniel Levi
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 Meeting of Wednesday, May 8, 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
C.8 Minutes of the Special Meeting on May 15, 2019
C.9 Minutes of the Special Meeting on May 28, 2019
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DRAFT Minutes – Promotional Coordinating Committee Meeting of June 12, 2019 Page 2
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY VICE CHAIR MATTESON, SECONDED BY COMMITTEE
MEMBER THOMAS, CARRIED 6-0-1, to approve the consent agenda items 1 through 9.
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. Reported highlights included coverage by Trivago magazine and micro-influencer
Jacki Carr.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. Community Placemaking: Banner Project
Tourism Manager Cano presented the banner designs and discussed the locations and
number of banners to be produced.
The Committee discussed a possible re-design of the Railroad Square "Heritage" design
and gave direction to staff on what design changes they would like made.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECONDED BY VICE
CHAIR MATTESON, CARRIED 6-0-1, to approve the various banners as presented and
to authorize a redesign of the Railroad Square Banner, not to exceed $500.00.
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DRAFT Minutes – Promotional Coordinating Committee Meeting of June 12, 2019 Page 3
2. 2018-19 Final Budget Review
Tourism Manager Cano reviewed the overall budget, noting values of still available
program funds and potential refunds. A detailed review of the costs for the Railroad Square
component of the Banner Project was presented and possible options for funding were
discussed.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY VICE CHAIR MATTESON, SECONDED BY COMMITTEE
MEMBER WILKINS, CARRIED 6-0-1, to allow Tourism Manager Cano to manage use of
the remaining funds, prioritizing funding for the banner project and downtown “tear-off”
maps.
3. 2019-20 SLO Happenings Program Proposal
Tourism Manager Cano reviewed the program updates requested by the Committee, the
strategy for creating a program given a limited budget and reviewed the program proposal
and program timeline as submitted by Matchfire.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER WILKINS, SECONDED BY
COMMITTEE MEMBER HEATH, CARRIED 6-0-1, to approve the SLO Happenings
Program Proposal as submitted.
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DRAFT Minutes – Promotional Coordinating Committee Meeting of June 12, 2019 Page 4
4. SLO Chamber of Commerce Work Scopes & Agreement Terms
Tourism Manager Cano presented a detailed review of the work programs that the Chamber
of Commerce oversees for the PCC, along with the staff and consultant recommendations
presented for each in the proposal.
Public Comment
None
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER GODSEY, SECONDED BY
COMMITTEE MEMBER HEATH, CARRIED 6-0-1, to approve the Public Relations
Work Scope and Agreement Terms contract as presented.
ACTION: MOTION BY VICE CHAIR MATTESON, SECONDED BY COMMITTEE
MEMBER GODSEY, CARRIED 6-0-1, to approve the Grants-in-Aid Work Scope and
Agreement Terms contract as presented.
ACTION: MOTION BY COMMITTEE MEMBER HEATH, SECONDED BY
COMMITTEE MEMBER WILKINS, CARRIED 6-0-1, to approve the Visitor Services
Work Scope and Agreement Terms contract as presented.
5. 2019-2020 Budget Allocations
Tourism Manager Cano reviewed the 2019-20 Community Promotions budget and
responded to Committee questions.
Public Comment
None
--End of Public Comment—
ACTION: MOTION BY COMMITTEE MEMBER THOMAS, SECONDED BY
COMMITTEE MEMBER GODSEY, CARRIED 6-0-1, to approve the budget as presented.
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DRAFT Minutes – Promotional Coordinating Committee Meeting of June 12, 2019 Page 5
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants-in-Aid (GIA) Update
Committee Member Thomas reported that the Greek Festival increased their attendance by
almost 100%.
2. Tourism Business Improvement District (TBID) Board Report
Committee Member Wilkins reported on the TBID Board meeting of June 12, 2019.
3. Tourism Program Update
Tourism Manager Cano presented an update on the recent and upcoming Tourism Program
activities, including:
• Mid-State Fair display
• Conference Center feasibility update
• Cal Poly parent/supporter program
• Upcoming events: Live Oak and Roll Out the Barrels
• Trade Shows: IPW, City-Nation Placemaking
• July 2, 2019 City Council meeting will consider PCC budget recommendations
ADJOURNMENT
The meeting was adjourned at 6:58 p.m. The next Regular Promotional Coordinating Committee
meeting is scheduled for Wednesday, Julu 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
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Item 3
Proposed 2019-20 PCC SLO Chamber Contract Agreement Terms
o Public Relations
o Staff & Consultant Recommendation: 1-year term w ability to extend to second year if
approved by TBID & PCC.
▪ Year 1 - $85,000 total split with TBID (60/40) + $5,000 total split with TBID
(60/40) toward consultant services for development of the Communications
Plan
• PCC Portion: $34,000 toward contract + $2000 toward plan consultant
▪ Year 2- $90,000 total split with TBID (60/40) based on the approval of the TBID
& PCC
• PCC Portion: $36,000 toward contract
o GIA Promotional Support
o Staff & Consultant Recommendation: maintain funding of the contract based on a
defined execution plan for communicating with events and establishing a performance
metric to evaluate the fulfilment.
▪ $30,000 toward contract
o Visitor Services
o Staff & Consultant Recommendation: Recommend funding as requested and addressing
the opportunity areas within the scope of work.
▪ $ 119,600 toward contract
▪ Two-year term
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Item 3
Minutes – Promotional Coordinating Committee Meeting of May 15, 2019 Page 1
Minutes
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 15, 2019
Special Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Special Meeting of the Promotional Coordinating Committee was called to order on Wednesday,
May 15, 2019 at 5:32 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis
Obispo, California, by Chair Zoya Dixon.
ROLL CALL
Present: Committee Members Ryan Heath, Matthew Wilkins, Melissa Godsey, John Thomas,
and Chair Zoya Dixon.
Absent: Committee Member Dana Matteson and Vice Chair Daniel Levi.
Staff: Tourism Manager Molly Cano
BUSINESS ITEMS
1. 2019-20 GRANTS-IN-AID – PRELIMINARY RECOMMENDATION
The Grants-in-Aid Subcommittee presented the preliminary 2019-20 funding
recommendations.
Public Comments:
Public comments were received from various grant representatives.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER HEATH SECOND BY
COMMITTEE MEMBER THOMSAN CARRIED (4-0-1) to approve the 2019-20 grants-in-
aid funding for SLO Classical Academy as presented. (Godsey recused)
ACTION: MOTION BY COMMITTEE MEMBER GODSEY SECOND BY
COMMITTEE MEMBER THOMAS CARRIED (5-0) to approve the remaining 2019-20
grants-in-aid funding recommendations as presented.
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Minutes – Promotional Coordinating Committee Meeting of May 16, 2018 Page 2
ADJOURNMENT
The meeting was adjourned at 6:17 p.m. The next regular meeting of the Promotional Coordinating
Committee is scheduled for Wednesday, June 12, 2019 at 5:30 p.m., in the Council Hearing Room,
990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: 06/12/2019
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Item 3
Applicat
ion #Organization Event (s)
2019-20
Requested
Amount
2019-20 Funding
Recommendation PCC Comments & Notes
1
Associated Quilt Guilds of the
Central Coast (AQGCC)Seven Sisters Quilt Show $ 10,000.00 $ 5,000.00 toward prioritized list
2
Cal Poly Corporation on behalf
of Cal Poly Arts 2019-20 Broadway Series $ 12,000.00 $ 6,000.00
toward media plan a
minimum of $1000 per
show
3 Canzona Women's Ensemble
Canzona Women's
Ensemble Concerts $ 3,000.00 $ 1,000.00
toward media plan not
the prioritized list
4
Central Coast Ag Network, dba
City Farm SLO and (until 2019) as
Central Coast Grown
City Farm SLO Fall
Harvest Festival $ 3,000.00 $ 1,000.00 toward media plan
5
Central Coast Autism Spectrum
Center Zombie Invasion SLO $ 5,000.00 $ 2,500.00 toward media plan
6 Civic Ballet of San Luis Obispo
The Civic Ballet of SLO
Presents The Nutcracker unknown $ -
funding not
recommended :
incomplete application &
funding cant be used for
orchestra expenses
7 Downtown SLO
24th Annual Concerts in
the Plaza $ 11,894.00 $ 4,894.00
towards the prioritized
list
8
Ecologistics, Inc./ R.A.C.E.
Matters BELONGING $ 7,500.00 $ 7,500.00 funding as requested
9
Foundation for the Performing
Arts Center Family Day at the PAC $ 5,500.00 $ 3,500.00 toward media plan
10 History Revisited
35th Annual Central
Coast Renaissance
Festival $ 8,400.00 $ 4,500.00 toward prioritized list
2019-20 GIA Applicants
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Item 3
11 Loving Farm Animal Sanctuary Central Coast VegFest $ 12,000.00 $ 5,000.00 toward media plan
12 Mission College Prep Love SLO $ 7,250.00 $ 7,250.00 funding as requested
13 Opera San Luis Obispo
South Pacific: A City Wide
Arts Collaboration $ 12,000.00 $ 3,000.00
toward the prioritized
list; committee
requested that org fill in
historical numbers for
the application in the
future
14 Orchestra Novo
5th Annual POPS ON!
Labor Day Weekend
Concert $ 7,000.00 $ 2,500.00 toward prioritized list
15 San Luis Obispo Master Chorale
Series of Concerts
Accompanied by Lectures $ 7,500.00 $ 2,400.00 toward prioritized list
16
San Luis Obispo Railroad
Museum
Central Coast Railroad
Festival $ 11,000.00 $ 5,000.00
toward out of market
advertising
17
San Luis Obispo Repertory
Theatre
SLO Repertory Theatre
2019-2020 Season $ 7,500.00 $ 7,000.00 toward prioritized list
18
San Luis Obispo Vocal Arts
Ensemble
"The Feast of Lights"
Choral Concert by the
Award-Winning Vocal
Arts $ 5,500.00 $ 2,500.00
toward prioritized list
excluding direct mail
postcards
19 SLO Blues Society
SLO Blues Society Dance
Concerts $ 2,778.00 $ 2,778.00 funding as requested
20 SLO Classical Academy
An Evening with Chris
Burkard $ 11,050.00 $ 3,500.00
toward the prioritized
list; committee
requested that org fill in
historical numbers for
the application in the
future
21 Spokes
Spokes Nonprofit
Symposium $ 6,000.00 $ 1,600.00
for local non-profit
targeted advertising
including mailing, social
& newspaper
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Item 3
22
St. Andrews Greek Orthodox
Church
San Luis Obispo Greek
Festival $ 5,600.00 $ 4,600.00 towards prioritized list
23
The Central Coast Shakespeare
Festival
Shakespeare Under the
Stars $ 9,740.00 $ 4,000.00
toward prioritized list
specifically the out of
county components
24
The Monday Clubhouse
Conservancy
The Monday Club -
Women's Vote
Centennial $ 6,579.00 $ 1,594.00
for exterior banner +
advertising plan
25 United Way of San Luis Obispo Flavors of SLO $ 10,000.00 $ 5,000.00
Toward prioritized list
specifically for
local/regional focus,
should not to be used for
sunset AAA event
calendar
26 Wilshire Hospice Dia de los Muertos $ 10,224.00 $ 6,384.00 towards prioritized list
27
Women's March San Luis Obispo
(WMSLO)
Fourth Annual Women's
March in San Luis $ 7,100.00 $ -
funding not
recommended : ad plan
focused on the
development of a plan to
address negative
comments which was
not in line with the
perceived community
benefit requirement of
the grant
$ 205,115.00 $ 100,000.00
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