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08-14-2019 TBID Agenda Packet
City of San Luis Obispo, Agenda, Tourism Business Improvement District Board Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. Amended Agenda Wednesday, August 14, 2019 10:00 A.M. The Kinney’s Gallery Room 1800 Monterey Street, San Luis Obispo Agenda amended due to change of location 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 two 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, July 10, 2019 C.2 Smith Travel Report C.3 SLO Chamber Public Relations Activities Report C.4 AMF + Matchfire Marketing Services Report C.5 SLO Chamber Guest Services Report C.6 Transient Occupancy Tax (TOT) Report PRESENTATIONS 1. REVIEW OF APPROVED 2019-20 MARKETING PLAN 20 mins Agency representatives will review the approved 2019 -20 Marketing Plan and discuss the media strategy with budget allocations to address Board member inquires from the July 10, 2019 meeting. 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 FALL SEASONAL PROMOTION CAMPAIGN 30 mins The Marketing Committee & Marketing Agency Representatives will present the 2019 Fall Seasonal Promotion Campaign concept including theme, promotional offer, target markets, marketing tactics, strategic partner involvement, budget and overall program implementation plan for the Board’s review and approval. 2. 2018-19 TBID ANNUAL REPORT PREPARATION 15 mins The Board will direct staff on development of the TBID’s written annual report to the City Council to be presented on October 1, 2019. The Board is to review the 2017-18 report as an example of the format and information that has been included in the previous year report in order to propose changes for this year’s report. 3. COUNTYWIDE TOURISM MARKETING DISTRICT RENEWAL PROCESS 15 mins Staff will present the proposed outline for the TBID involvement in the TMD renewal process, based on the Board direction given on July 11, 2018, for the Board’s review and discussion. 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 – No Committee Meeting 3. MARKETING COMMITTEE UPDATE – Minutes: August 7, 2019 4. STRATEGIC PLAN UPDATE – Minutes: August 6, 2019 5. PCC UPDATE –Minutes: July 10, 2019 6. 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 August 12, 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 7/10/2019 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, July 10, 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, July 10, 2019 at 10:00 a.m. in City Hall, located at 990 Palm Street, San Luis Obispo, California, by Chair Bruce Skidmore. ROLL CALL Present: Chair Bruce Skidmore and Board Members Nipool Patel (departed 10:44 a.m.), Dean Hutton, LeBren Young-Harris, Pragna Patel-Mueller , Kristen Battaglia, Pragna Patel- Mueller (arrived 10:10 a.m., departed 11:51 a.m.) Absent: none Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns COMMENT ON ITEMS NOT ON THE AGENDA As marketing agency representatives stepped out of the room, the board members discussed the procedure and seating of presenters and agency during board meetings. Board members addressed constituent concerns on the seating arrangements and decided to move forward as is with an addition of a 6” gap between presenting tables. Public Comment John Conner provided input and history of where the agency representatives have sat in the past. --End of Public Comment-- No action was taken on this item. CONSENT ITEMS C.1 Minutes of Meeting on Wednesday, June 12, 2019 C.2 Smith Travel Report C.3 SLO Chamber Public Relations Activities Report C.4 AMF + Matchfire Marketing Services Report C.5 SLO Chamber Guest Services Report C.6 Transient Occupancy Tax (TOT) Report C.7 Notice of Unscheduled Vacancy – Matthew Wilkins DRAFT Minutes – Tourism Business Improvement District Board Meeting of 07/10/2019 Pg. 2 Public Comment None. --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECONDED BY COMMITTEE MEMBER HARRIS, CARRIED 5-0-1, TO APPROVE THE CONSENT AGENDA ITEM 6 AFTER REVIEWING UPDATED TOT NUMBERS. ACTION: MOTION BY COMMITTEE MEMBER PATEL, SECONDED BY COMMITTEE MEMBER HARRIS , CARRIED 6-0, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 5 AND 7 PRESENTATIONS 1. NEW PROPERTY PRESENTATION: HOTEL SLO David Smith from Hotel SLO provided a presentation on the property’s features and history of the parties involved with the property. Smith also provided an update on hiring staff and accepting reservations for the much-anticipated Fall 2019 opening. 2. 2018-19 MARKETING SERVICES YEAR-END REPORT Marketing agency representatives Brittany Hensley form AMF Media Group and Brittany Garcia from Matchfire presented a review of 2018-2019 marketing activities, website and social media metrics, upcoming planned activities, and responded to Board questions. 3. 2018-19 PUBLIC RELATIONS & GUEST SERVICES YEAR-END REPORT Director of Communications and Business Education, Jacqui Clark-Charlesworth and Visitor Center Manager, Dusty Colyer-Worth from the San Luis Obispo Chamber of Commerce presented the 2018- 2019 highlights of public relations and guest services pertaining to work contracted with the TBID. 4. 2018-19 SLO COAST WINE ANNUAL PARTNERSHIOP REPORT The Executive Director of SLO Coast Wine, Anne Steinhauer, presented 2018-2019 efforts for the annual strategic partnership with the SLO TBID and highlighted upcoming events and projects for the organization. Public Comment None. --End of Public Comment-- No action was taken on presentation items. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 07/10/2019 Pg. 3 BUSINESS ITEMS 1. 2019-20 MARKETING SERVICES BUDGET Agency representatives from AMF and Matchfire presented their proposed 2019-20 marketing services and budget allocations within the second of the two-year marketing contract. Board members discussed the proposal as well as requested a copy of last year’s allocated marketing services budget to compare with the recommended and presented allocations. Public Comments: John Conner. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER HUTTON, CARRIED 4-0-2, to approve the overall 2019-20 Marketing Services budget with the caveat of being able to shift the specific allocations of dollars within the plan. 2. APPOINTMENT OF TBID BOARD VICE CHAIRPERSON The Board appointed the most recent past president Nipool Patel as the Vice Chairperson as to fulfill the unscheduled vacancy of the previously elected Vice Chairperson. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER HARRIS, CARRIED 4-0-2, to approve the appointment of board member Patel as the TBID Board Vice Chairperson for the remainder of the term. 3. APPOINTMENT OF TBID REPRESENTATIVE TO THE PCC The Board appointed Chair Bruce Skidmore as the TBID representative to the Promotional Coordinating Committee (PCC) due to the unscheduled vacancy of the previously appointed TBID representative. Public Comments: John Conner. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER BATTAGLIA, CARRIED 4-0-2, to appoint Board Chair Skidmore DRAFT Minutes – Tourism Business Improvement District Board Meeting of 07/10/2019 Pg. 4 4. 2019-20 BOARD LIAISON ASSIGNMENTS & RESPONSIBILITIES Staff presented a prepared example liaison list for the board members to consider. Public Comments: John Conner. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER HUTTON, CARRIED (4-0-2), to approve the presented liaison assignments except for Member Harris switching Peach Tree Inn for Motel 6. TBID LIAISON REPORTS AND COMMUNICATION 1. Hotelier Update – None. 2. Management Committee Update - None. 3. Marketing Committee Update – June 24, 2019 minutes are in the packet for review. 4. PCC Update – June 12, 2019 minutes in packet for review. 5. SLO CAL Update – None. 6. Tourism Program Update – None. ADJOURNMENT The meeting was adjourned at 12:00 p.m. The next Tourism Business Improvement District Board meeting is scheduled for Wednesday, August 14, 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 July 2019WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 68.3 90.8 74.7 131.32 203.31 156.31 89.66 184.57 116.78 -5.8 8.7 -1.2 5.4 10.6 9.1 -0.7 20.3 7.8City of Pismo Beach 78.1 93.0 82.4 218.26 280.82 238.43 170.56 261.07 196.42 0.3 0.7 0.4 -0.6 10.6 3.4 -0.3 11.4 3.8City of San Luis Obispo 68.8 89.9 74.8 163.01 227.04 185.00 112.09 204.14 138.39 -2.2 3.9 -0.2 11.412.6 12.4 8.9 17.0 12.2City of Morro Bay72.0 90.6 77.3 163.82 222.26 183.38 117.98 201.36 141.80 1.4 0.3 1.0 4.3 13.9 7.9 5.7 14.3 9.0WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 68.7 75.7 70.7 117.94 195.33 141.63 80.99 147.95 100.12 -17.3 -17.4 -17.3 -6.4 -0.8 -4.1 -22.6 -18.1 -20.7City of Pismo Beach 75.1 87.8 78.8 181.23 264.78 207.85 136.16 232.55 163.70 -7.8 -4.9 -6.9 -2.0 -3.0 -2.2 -9.6 -7.8 -8.9City of San Luis Obispo 67.0 83.6 71.7 153.69 218.25 175.18 102.94 182.38 125.64 -21.3 -5.2 -16.5 4.6 1.2 4.8 -17.6 -4.1 -12.5City of Morro Bay65.0 83.0 70.2 145.40 212.13 167.97 94.51 176.12 117.83 -18.2 -7.8 -14.9 2.3 0.3 2.6 -16.3 -7.5 -12.8WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 75.3 88.5 79.1 146.39 244.61 177.79 110.25 216.37 140.57 -9.6 -1.3 -7.1 -3.1 5.9 1.5 -12.4 4.5 -5.7City of Pismo Beach 83.4 94.9 86.7 197.93 293.36 227.80 164.99 278.52 197.43 -3.6 -1.3 -2.9 0.21.9 1.1 -3.4 0.6 -1.8City of San Luis Obispo 81.2 94.1 84.9 167.74 246.23 192.60 136.20 231.65 163.47 -4.0 1.6 -2.3 5.6 7.8 7.0 1.5 9.5 4.6City of Morro Bay78.3 92.9 82.5 153.66 236.56 180.34 120.32 219.74 148.72 -6.4 -1.0 -4.7 2.13.4 3.2 -4.4 2.4 -1.6WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 80.7 92.2 84.0 193.39 220.47 201.88 156.05 203.19 169.52 -8.8 -3.9 -7.3 3.2-1.5 1.7 -5.9 -5.3 -5.7City of Pismo Beach 87.4 95.6 89.8 206.10 289.29 231.42 180.21 276.66 207.77 -7.0 -3.5 -5.9 -2.5 -2.2 -2.1 -9.3 -5.5 -7.9City of San Luis Obispo 81.7 94.9 85.5 174.93 244.34 196.94 142.97 231.85 168.36 -11.7 -2.8 -9.1 3.4 2.3 3.8 -8.7 -0.6 -5.6City of Morro Bay82.5 92.9 85.5 157.36 238.61 182.60 129.82 221.78 156.10 -11.0 -5.8 -9.5 -2.9 2.2 -0.4 -13.6 -3.7 -9.8WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 77.0 90.0 80.7 127.97 214.45 155.53 98.49 193.02 125.50 -7.8 -4.6 -6.8 0.7 4.5 2.7 -7.2 -0.3 -4.3City of Pismo Beach 86.4 95.4 89.0 202.72 293.38 230.48 175.25 279.85 205.13 -4.1 -2.4 -3.6 2.81.1 2.3 -1.4 -1.3 -1.4City of San Luis Obispo 81.4 94.1 85.1 162.60 241.57 187.57 132.41 227.43 159.56 -4.5 -2.7 -4.0 8.03.6 6.4 3.1 0.8 2.1City of Morro Bay79.4 92.0 83.0 153.32 232.08 178.26 121.71 213.45 147.92 -7.8 -6.0 -7.3 2.3-1.2 1.0 -5.8 -7.2 -6.3Week of July 28, 2019 to August 3, 2019Week of July 21, 2019 to July 27, 2019Week of July 14, 2019 to July 20, 2019Week of July 07, 2019 to July 13, 2019Week of June 30, 2019 to July 06, 2019RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevPar Report to City of SLO – TBID and PCC Public Relations Contract July 2019 Media/Community Relations 1) Participated in strategic PR planning sessions with consultant Jennifer Sweeney 2) Began planning Winter FAM activation with Hotel SLO & Hotel Cerro’s teams. 3) Partnered with Morro Bay and Pismo Beach to apply for a Visit CA Gold Pass to host a writer on assignment with AFAR & JustLuxe 4) Pitched SLO to Brand USA & Visit CA’s California Pop video feature of SLO and connected them with Madonna Inn. 5) Worked with Winetraveler to feature SLO Coast Wine in their online directory and guide. 6) Worked with SLO Coast Wine to plan SLO itinerary for Bay Area News Group ‘Eat, Drink, Play’ writer & editor 7) Continued planning Kate Retherford’s, @allthingskate trip to SLO in October. 8) Continued working with The Kinney’s team to plan fall FAM 9) Assisted VISIT SLO CAL in planning Seattle writer, Rick Rosner’s itinerary on assignment for 425 and South Sound Magazine. 10) Continued planning journalist, Anne Roderique-Jones for a piece titled “SLO Stays, Three Ways” for Enterprise Pursuits and Shermans Travel. 11) Submitted “What’s New” in SLO to Visit SLO CAL for their 2020 Visitors Guide 12) Shared “What’s New” in SLO with 805 Living 13) Pitched a SLO inaugural Pop-Up Jazz Club to local media and community groups 14) Pitched Hotel Cerro to Visit CA for eco-friendly travel experiences in their Visitor’s Guide & Artful Living for the best new designer hotels. 15) Pitched SLO for a best romantic getaway feature in Travel + Leisure. 16) Pitched the Sunset Drive-In to Wherever Family 17) Provided photos to Matador Network for a piece entitled “7 US cities with pristine nature in their backyard 18) Pitched the following content for Visit California’s Story Ideas. I. “Become a Connoisseur in California Wine Country” Report to City of SLO – TBID and PCC Public Relations Contract July 2019 o Corkscrew Development Exhibit at the Wine History Project of SLO County o Mysteries of Zinfandel & Wine Legend Bill Greenough: New Exhibit at Saucelito Canyon Winery 19) Continued to work with the city, AMF and Matchfire on overall tourism marketing campaign. Media Placements 1. SAN LUIS OBISPO: HEALTHY THINGS TO DO IN AMERICA’S HAPPIEST CITY Mel Phillips of Headstands and Heels recaps her trip to SLO with a blog post, two posts and 61 stories on Instagram. Some of the highlights include staying at the Madonna Inn, teaching a community yoga class at MINDBODY campus and attending Barrels in the Plaza. We hosted her trip in partnership with MINDBODY. UVPM: 75k 2. A guide to a few of my favorite spots on the CA Central Coast — SLO, Cambria & Big Sur Corey Marshall of Miss Foodie Problems rounds up her Central Coast road trip with a blog post, three posts and 41 stories on Instagram. Her custom itinerary included taking part in the Taste of SLO Walking tour, wine tasting and staying at SLO’s newest property, La Quinta. UVPM: 80k 3. San Luis Obispo: Tips for a quick stop or overnight in the area Brazilian writer, Mari Vidigal wraps up her trip to SLO in a detailed piece on her blog, Ideas from the Suitcase. The thorough recap includes multiple places to dine, enjoy family outings and must-see attractions. We connected with her at IPW and coordinated her family’s stay at La Quinta. Report to City of SLO – TBID and PCC Public Relations Contract July 2019 4. NEW VENUE SPOTLIGHT: THE KINNEY SLO Meetings Mags features the Kinney as a feature on top meeting spaces in SLO. The piece features SLO attractions such as the Mission, wine county and downtown aspects and is a result of our partnership with a Kinney FAM trip. UVPM: 9k 5. Affordable Adventure Trips in North America Outside names San Luis Obispo in its list of affordable destinations. The piece specifically calls out the Farmers’ Market, Avenue Inn & wine tasting. UVPM: 3.8m 6. Polaroids That Prove the Madonna Inn Is the IRL Barbie Dreamhouse Fodor’s Travel features an in-depth spread on Madonna Inn and all of the property’s offerings, calling it “whimsical” and a “majestic pink paradise”. UVPM: 4.75m 7. 10 Trips You Should Take With Your Sister MSN tells readers to “make a splash” at the Madonna Inn poolside and enjoy SLO’s laid-back vibes while taking in the Inn’s one of a kind décor. UVPM: 9k 8. Donna Polizzi: You’ll Find Your Get Up and Go in San Luis Obispo Noozhawk features travel writer Donna Polizzi’s guide to all things San Luis Obispo. The piece features the best of SLO for all ages which includes hiking Cerro San Luis, heading to the Railroad Museum and checking out the charming downtown district as a few options. UVPM: 103k Report to City of SLO – TBID and PCC Public Relations Contract July 2019 9. 5 American road trips to take with the family this Summer TEGNA media & affiliates picked up a story from The Points Guy that features staying in SLO’s Hilton Garden Inn and visiting the Seven Sisters as part of the tried-and-true family tradition of the great American road trip. (Other publications: KFMB, KARE, WUSA, WKYC, WHAS, WWL, KING, WGRZ, WXIA, KXTV, KVUE, WZZM, WFMY, WFAA, KGW, KSDK, WCNC, KTHV, KWES, WLTX, WTVC, KPNX, WJXX, KFMB-AM, WTOL, KXVA) UVPM: 25.2m 10. MEET ME IN SAN LOUIE: A SAN LUIS OBISPO COUNTY TRAVEL DIARY Kenwood Travel, a UK travel blog shared a full Central Coast itinerary that highlighted SLO’s proximity to cultural attractions and the Apple Farm Inn as the choice for a picturesque place to stay near downtown. EVENTS: 11. Rebranding spotlights ‘best-kept secret’ tri-county wine region Pacific Coast Business Times reports on SLO Coast Wine Collective’s new brand as well as their signature event, Roll Out the Barrels. The piece touts previous accolades such as “Wine Country’s Best-Kept Secret” from LAWeekly and “California’s Best Unsung Wine Regions” from Wine Enthusiast. UVPM: 37k 12. Events scheduled throughout weekend for Central Coast Pride celebration KSBY reported on all the different Pride events and how to celebrate with the community. UVPM: 189K Report to City of SLO – TBID and PCC Public Relations Contract July 2019 13. 6 things to do this weekend on the Central Coast Several TEGNA affiliates lists multiple things to do on the third weekend on July in SLO including the Central Coast Renaissance Festival & SLO Brew Rock’s Barrelled Craft Wine Market. UVPM: 189k 14. Classical Music News of the Week, July 13, 2019 Classical Candor features Festival Mozaic’s 49th annual summer festival, Music of the Old World among its list of international events. Report to City of SLO – TBID and PCC Public Relations Contract July 2019 Copyright 2019 Santa Maria Times. All Rights Reserved. ...several events during the annual SLO Coast Wine Collective (San Luis Obispo) Roll Out the Barrels (ROTB) passport festival. It's a three-day... LexisNexis Terms & Conditions | Privacy Policy | © 2019 LexisNexis. Source Santa Maria Times - Jun 29, 2019 https://meetingsmags.com/new-venue-spotlight-kinney-slo letters to the editor Copyright 2019 The San Diego Union-Tribune. All Rights Reserved. ...need for impacting sensitive coastal resources. I traveled to San Luis Obispo last week and the route between Santa Barbara and SLO was... LexisNexis Terms & Conditions | Privacy Policy | © 2019 LexisNexis. Source The San Diego Union-Tribune - Jul 30, 2019 https://www.noozhawk.com/article/donna_polizzi_youll_find_your_get_up_and_go_in_san_lui s_obispo_20190727 https://www.news9.com/story/40834721/native-arts-and-cultures-foundation-announces- open-call-for-mentor-artist-fellowship-applications https://www.newtimesslo.com/sanluisobispo/humankind-fair-trade-in-slo-celebrates-10-years- of-giving-back-globally/Content?oid=8657706 https://ocmomblog.com/category/family/autos/general-motors/ https://www.ksby.com/news/local-news/2019/07/23/bang-the-drum-brewery-announces-new- location-in-san-luis-obispo http://www.kzoz.com/2019/07/23/pge-pays-slo-county-23-8-million-dollars/ https://www.msn.com/en-us/travel/tripideas/10-trips-you-should-take-with-your-sister/ss- AAEKCow#image=3 Report to City of SLO – TBID and PCC Public Relations Contract July 2019 https://www.pacbiztimes.com/2019/07/19/san-luis-ranch-mixed-use-development-breaks- ground-2/ https://www.outsideonline.com/2399717/affordable-trips-north-america https://www.newtimesslo.com/sanluisobispo/a-new-child-care-service-opens-in-downtown- slo/Content?oid=8634456 https://slochamber.org/san-luis-obispo-triathlon-celebrates-40-years-in-2019-2/ https://www.planetware.com/california/top-rated-campgrounds-near-big-sur-pfeiffer-big-sur- state-park-ca-us-ca-496.htm https://www.keyt.com/traffic/public-transit-usage-rises-in-san-luis-obispo/1095688386 https://www.fodors.com/world/north-america/usa/california/the-central- coast/experiences/news/polaroids-that-prove-the-madonna-inn-is-the-irl-barbie-dreamhouse https://www.ktvb.com/article/money/personal-finance/the-points-guy/5-american-road-trips- to-take-with-the-family-this-summer/277-4b4ff509-3e50-4778-ab71-d31bf1f299fc https://www.pacbiztimes.com/2019/07/05/dubroff-contour-airlines-taking-off-on-the-central- coast/ Finney's brings craft beer to an old Ventura landmark Copyright 2019 Ventura County Star. All Rights Reserved. ...facade but not much else.A fourth Finney's is heading to downtown San Luis Obispo, where it is slated to open in December at 857 Monterey... LexisNexis Terms & Conditions | Privacy Policy | © 2019 LexisNexis. Source Ventura County Star - Jul 05, 2019 https://www.newtimesslo.com/sanluisobispo/palm-theatre-screens-a-breast-expose-the- breast-kept-secret/Content?oid=8584718 What's new? Here are the SLO County restaurants and shops that have opened so far in 2019 Copyright 2019 The Tribune - Paso Robles Bureau. All Rights Reserved. San Luis Obispo County has welcomed a bunch of new businesses this year, from sandwich shops and supermarkets to fine-dining restaurants and... LexisNexis Terms & Conditions | Privacy Policy | © 2019 LexisNexis. Source The Tribune - Paso Robles Bureau - Jun 30, 2019 Report to City of SLO – TBID and PCC Public Relations Contract July 2019 Newlywed bliss on the Central Coast? San Luis Obispo named top honeymoon destination - lifestyle ...your honeymoon anytime soon? You might want to check out San Luis Obispo -- according to Livability.com, which recently compiled a list... Source Att net - Jul 01, 2019 SLO Brew Rock adding a distillery, while downtown bar to get interior makeover Copyright 2019 The Tribune - Paso Robles Bureau. All Rights Reserved. Changes are coming to SLO Brew's two San Luis Obispo locations. A long-anticipated distillery producing a rye, bourbon and other liquors is... LexisNexis Terms & Conditions | Privacy Policy | © 2019 LexisNexis. Source The Tribune - Paso Robles Bureau - Jun 29, 2019 Events: https://www.pacbiztimes.com/2019/07/19/rebranding-spotlights-best-kept-secret-tri-county- wine-region/ https://www.ksby.com/news/local-news/2019/07/19/6-things-to-do-this-weekend-on-the- central-coast-59 https://classicalcandor.blogspot.com/2019/07/classical-music-news-of-week-july-13.html https://www.ksby.com/news/local-news/2019/07/12/events-scheduled-throughout-weekend- for-central-coast-pride-celebration 'Queer rights are human rights.' SLO adds new march, rally to local pride events Copyright 2019 The Tribune - Paso Robles Bureau. All Rights Reserved. Fifty years after the Stonewall riots, a San Luis Obispo group is calling on community members to remember gay pride's radical roots with a... LexisNexis Terms & Conditions | Privacy Policy | © 2019 LexisNexis. Source The Tribune - Paso Robles Bureau - Jul 10, 2019 SLOTBID AGENCY REPORT July 2019 HAPPENING NOW • 2018–2020 Campaign Underway • New Website Underway • Be Here creative refresh • Sizzle Reel • Annual Report SLO VACATIONS • Events Management • Website Redesign: Creative Comps Completed • WordPress Platform + Plug-in Updates • Updated Event + Consumer Email Templates • Crowdriff Strategy + Training • Implementation UTM Code Tracking for all Lodging Properties UPDATED PAGES • Deals • Horseback Riding • Wine Tasting SEO • Broken links fixed • Alt image tags added • Position tracking EMAIL • 120 new leads from email sign- up form • Ongoing: Welcome Series • SLO Happenings: July SLOTBID AGENCY REPORT SHARESLO • Cross-promotion on Cal Poly social channels • Ticket Tuesday promotion • Updated Instagram Highlight Stories • Community blog posts: -Be Indulged Here: The Unbeatable Culinary Destination -Be Well Here: The Ultimate Wellness Destination LOOKING AHEAD • VisitSLO.com Launch • Sizzle Reel & Annual Report Presentation • Fall Promotion July 2019 Happi e s t C i t y i n A m e r i c a –The O p r a h W i n f r e y S h o w Healthiest C i t y –USA To d a y Perfect We e k e n d G e t a w a y –Conde N a s t Be happyhere. experience the best san luis obispo has to offer 1-877-SLO-TOWN VisitSLO.com Follow us on social media! SLOTBID AGENCY REPORT SESSIONS PAGE VIEWS USERS REFERRALS SanLuisObispoVacations.com 14,317 27,437 11,844 FACEBOOK New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 0 101,181 1,791,062 14,646 72 558 TWITTER New Followers Total Followers Total Engagements #ShareSLO 18 4,266 247 201 INSTAGRAM New Followers Total Followers Total Reach Average Reach per post Total Engagements #ShareSLO 260 17,085 147,955 4,110 11,296 3,322 PINTEREST Average Daily Profile Impressions Average Daily Profile Users Average Monthly Viewers Average Monthly Engaged 38 28 799 26 YOUTUBE SLO Promo Video 47,443 PAID DIGITAL MEDIA Search Engine Marketing Facebook Instagram Pinterest 727 Clicks 808 Clicks 655 Clicks 883 Clicks, 48,875 engagements July 2019 Report to City of SLO – TBID Phone Line and Availability Contract July 2019 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 July 2018 July 2019 Calls to 1-877-SLO-TOWN 22 31 21 28 70 102 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 July 2018 July 2019 Email Response 15 16 14 16 55 61 Phone Calls to Hotels 61 64 47 62 220 234 Hotel Referrals Week 1 Week 2 Week 3 Week 4 July 2018 July 2019 Visitors Served (Walk-ins) 1,684 1,346 1,726 1,725 6,196 6,481 Farmers’ Market* n/a 500 500 500 2,000 1,500 Hotel Rooms Referred 312 389 384 303 1,022 1,388 *estimate without people counter 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 Change +/- July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 874,775$ -0.6% August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ 815,225$ 10.9% September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ 696,113$ -0.7% October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 613,045$ 704,568$ 14.9% November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 565,129$ 8.8% December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ 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$ 606,841$ 5.1% April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 653,881$ 751,077$ 14.9% May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 626,025$ 688,231$ 9.9% June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 795,368$ 843,999$ 6.1% 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$ 8,032,974$ 7.1% 7,875,000$ *Figures from Smith Travel Research Report 2017-18 2018-19 Change +/-2017-18 2018-19 Change +/-2017-18 2018-19 Change +/- July 84.8 85.2 0.5 174.1 175.1 0.6 147.7 149.2 1.0 August 76.3 81.3 6.7 158.2 166.5 5.2 120.7 135.4 12.2 September 74.5 72.3 -2.9 158.4 163.1 3.0 117.9 117.9 0.0 October 70.0 72.7 3.9 147.1 151.2 2.8 102.9 109.9 6.8 November 65.7 67.7 3.1 136.3 143.0 4.9 89.5 96.7 8.1 December 61.3 59.1 -3.6 129.3 135.2 4.5 79.3 79.9 0.7 January 58.0 59.3 2.3 119.3 125.9 5.5 69.2 74.6 7.9 February 68.8 66.4 -3.5 134.3 140.5 4.6 92.4 93.3 1.0 March 68.4 68.0 -0.6 139.9 142.8 2.0 95.8 97.1 1.4 April 72.6 76.4 5.3 151.8 161.2 6.2 110.2 123.2 11.8 May 69.5 66.1 -5.0 150.6 155.7 3.4 104.7 102.9 -1.7 June 79.0 75.0 -5.0 174.3 182.7 4.8 137.7 137.1 -0.4 Total/Average 70.74 70.79 0.1 147.80 153.57 4.0 105.65 109.77 4.1 Occupancy ADR TOT Comparison RevPAR SLOTBID MARKETING PLAN Year 2 Extension 2019–2020 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. 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 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 THE SAN LUIS OBISPO VISITOR Travel as couples,median age 44.5, are college graduates, travel without children, listen to the radio and read newspaper/magazines either digitally or in print. Has a combined HH Income ranging from $93,000 -$130,000. •Money & Shakers (have it all –money & degrees, 45-64) •Digerati (tech-savvy, live in urban fringe, 35-54) •Upper Crust (wealthy, 65+) •Ready for Retirement (budget conscious, 55+) Personas 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 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 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 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 Paid Media Budget Allocations LAST YEAR UPCOMING YEAR 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 DELIVERABLES/CREATIVE •Create a "generic" Visit SLO video •New "Be Here" Ads for Print •New "Be Here" Radio ads for Cal Poly Partnership •New "Be Here"video ads for Native & Social (IG & FB) Paid Media OBJECTIVES •Fall –Harvest 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 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 Timeline/ Calendar QUESTIONS? SLOTBID FALL PROMOTION October -November 2019 Goals 1.Drive TOT and hotel stays in October –November 1.October 2018 Occ = 72.7 %, ADR $151.17, RevPAR $109.87 2.November 2018 Occ = 67.7%, ADR $142.96, RevPAR $96.75 2.Leverage partnership Uber and SLO Coast Wine Collective members and database(s). 3.Drive an additional 500 awarded promotions Inspiration Harvest Specific focus •Local wineries, sustainability practices and harvest process •Showcase abundance of farm to table options, locally sourced Leverage the abundance of events happening around SLO during Harvest •Winery/Harvest Pick Up Parties –October & November •Cambria Scarecrow Festival –entire month of October •Central Coast Railroad Festival –October 4, 2019 •Morro Bay Harbor Festival –October 5, 2019 •Templeton Oktoberfest –October 5, 2019 •Central Coast Airfest in Santa Maria –October 12, 2019 •City to Sea Half Marathon –Sunday October 13, 2019 •Pismo Beach Clam Festival –October 18 –20, 2019 •Madonna Expo Concert –Cody Johnson –Oct 18, 2019 •Harvest Wine Weekend (Paso)–October 18 -20, 2019 •Golden Oak Honey Festival (Paso)–October 26, 2019 •Hard Core Cider Tour –El Chorro –Oct 26, 2019 •Harvest on the Coast (Avila) –November 1 –3, 2019 •Cayucos Car Show –November 2, 2019 •Dia De Los Muertos (SLO Mission)–November 2, 2019 •Soupabration (Avila)–November 3, 2019 •Paso Gargiste Festival –November 9, 2019 Sip, Stay & Save •Book two night minimum at a SLO Hotel •Excludes Saturday Arrivals •Valid 10/1 -11/30 •Black-out dates ➢Cal Poly Parents Weekend 10/25 -10/27 ➢Alumni Weekend 11/14 -11/17 ➢Thanksgiving Week 11/27 -11/28 •Receive $100 in Uber credits to use toward your custom wine tasting itinerary. The Offer Drive Market Focus •Los Angeles –Money & Shakers ✓Supports Brand Pillars: Cal Poly, Culinary, Cultural •San Francisco –Digerati & Upper Crust ✓Supports Brand Pillars: Cal Poly, Culinary, Beer/Wine, Cultural Fly Market Focus •Seattle, Portland, SF, LA, SD –Money & Shakers + Digerati + Upper Crust ✓Supports Brand Pillars: Cal Poly, Culinary, Cultural, Outdoor, Beer/Wine Persona Targeting Hard Costs $43,000 approved + $7,000 carryover = $50,000 •$50,000 for (500) $100 Uber Credits Media Costs Native Video –(APPROVED)$20k spend (Oct $10k and Nov $10k)Target the drive markets. •New :15 and :30 made from existing footage Facebook & Instagram -$10,000 carryover (Oct $5k and Nov $5k) Influencers –(APPROVED)Use $10k if needed for hard costs to fly influencers in, room stays, meals, wine tastings, itinerary planning etc. Print Media -Alaska Airlines In Flight Magazine -$12,400 carryover •(2) Half Page Ads -$12,400 Sept (Food & Wine), Oct (Best of CA –SLO Feature) $30,000 approved + $22,400 carryover =$52,400 Total Budget $73,000 approved + $29,400 carryover = $102,400 Spend Timeline AUG SEPT OCT NOV PITCHES Media/Influencers Media/Influencers HOSTING Influencers Influencers COPY/ART/VIDEOS Copywriting, Print Ad, Winery Outreach Materials Digital Ads/Videos, Website Updates, Organic Social Posts Newsletter Copywriting, Organic Social Posts Organic Social Posts PRINT Alaska Air (Food & Wine) Alaska Air (SLO Feature) NATIVE VIDEO Content Creation Content Creation Ads Running SF Area & LA Ads Running SF Area & LA PAID SOCIAL Facebook/IG Facebook/IG Creating Awareness Traditional Media Pitching to our media contacts for coverage •Ex. NBC LA,LA Times, SF Chronicle, Bay Area News Group, Local Getaways,The SD Union Tribune, Central Valley Pubs Social Media Influencers Influencer FAM activation in early October •Targeted demographics and personas •Experience Harvest itinerary PR Plan •Communication and outreach to all members of SLO Coast Wine Collective with offer details. •Rack card distribution to wineries with ask to be included in outgoing wine shipments and pick up party cases. •Assets (logos/verbiage/images)in press kit to be distributed to all members. •Maps from SLO Coast Wine for inclusion in pick up packets from Visitor's Center. •Outreach to all SLOTBID hotels and home stays with press kit for their own outreach purposes. Partnership Needs Website •Dedicated landing page linked in menu •Feature on Deals page Social •Leverage SLO Wine Collective's social platforms •Create organic social content for ShareSLO •Create promotional blog post; itinerary inspiration Digital Tactics Email •Leverage program partner email newsletters; Visit SLOCAL, SLO Wine and Cal Poly •Opportunity to re-engage our database –28k subscribers •Custom template with campaign imagery and messaging •Specifically Target: •Past Money for a Rainy-Day participants •Cal Poly Parents + Supporters Digital Tactics What success looks like to SLOTBID •Elevated overnight stays in City of SLO hotels during fall months •Increased response from strategic partner audiences during slow season •Amplified interest in fall travel to SLO to encourage return visits Success Questions? SLO TBID ANNUAL REPORT 2017–2018 2 SLO TBID Annual Report 2017-18 A Letter from the Chair A LETTER FROM THE CHAIR Wow, what a year! We continue to see increasing TOT collections with the 2017–18 fiscal year being up 1.9% YOY to nearly $7.5m; up over $200k to original forecast. This was in spite of a slight decrease of 0.8% in occupancy in the city to slightly under 71% for the year, pointing to an increase in average rate (up 2.7% to $147.41), and RevPAR (up 1.5%), to substantiate the increase in collections. We have enjoyed great leadership from Matt Wilkins, our immediate past board chair, who continues to play a major role in our direction as an organization. We also want to thank Kimberly Walker as she steps down from her board position to focus on the demands from her growing business. This year, we were fortunate to not have any major issues regarding weather or additional road closures allowing us to focus, along with Visit California and Visit SLO CAL, on the reopening of Highway 1 in late summer. On the other hand, we are quick to welcome our new constituents at La Quinta Inn & Suites San Luis Obispo, Hotel Serra, and Hotel San Luis Obispo in 2019. Our landscape is changing as is the market and our focus on competing with neighbors to the north, south, and west continues. We remain appreciative of the impact our key marketing and social media partners provide in helping us drive visitation to our community in the years to come. With the benefit of past successes like the “Money for a Rainy Day” program, our new focus on the “Be Here” campaign, and the intelligence we gained from market research we did on what drives SLO Tourism are all helping us formulate future marketing strategies to benefit all our hotel partners in the future. This research will also help steer guests to select our destination over other non-SLO municipalities for accommodations. This new and comprehensive strategic vision on behalf of our accommodation partners to help set them up for success is extremely encouraging. Our partnership with Cal Poly and the Office of Student Affairs (NTSP Program, Parent Program and the newly developed SLO Discovery Weekend), along with our VR experience at tradeshows, all position SLO to further lead the region in unique and inspiring marketing programs that are all part of our new 2 year marketing plan taking us from 2018-2020. All of this could not be done without the commitment and dedication of city staff to help provide consistency and support in the board’s efforts to further position SLO as the number one destination on the Central Coast. Sincerely, Bruce Skidmore Embassy Suites by Hilton San Luis Obispo SLO TBID Board Chair 3 SLO TBID Annual Report 2017-18 Table of Contents TABLE OF CONTENTS Background on TBID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Background ............................................4 Advisory Body ..........................................4 2017–18 Advisory Board ..................................4 Advisory Body Bylaws ...................................5 2017-18 Year By the Numbers (TOT) . . . . . . . . . . . . . . . . . . .6 Strategic Plan Implementation Year & Program Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 TBID Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Snapshot of the Progress ................................8 Branding & Campaign ...................................9 Website ...............................................10 Media .................................................11 Email Marketing ........................................13 Social .................................................14 Public Relations ........................................17 Travel & Tradeshows ....................................18 Special Promotions .....................................19 Guest Services ........................................20 Strategic Partnerships ..................................21 Event Promotion ......................................23 Industry Relations .....................................24 Research .............................................25 2017–18 Financial Statement . . . . . . . . . . . . . . . . . . . . . . . . .27 Income ...............................................27 Expenditures ..........................................28 Looking Ahead to 2018–19 . . . . . . . . . . . . . . . . . . . . . . . . . . .29 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31 TOT Chart 2017–18 ......................................31 TOT Month-to-Month 2017–18 ............................31 OCC Month-to-Month 2017–18 ..........................32 ADR Month-to-Month 2017–18 ..........................32 RevPar Month-to-Month 2017–18 ........................33 Visitor Personas .......................................34 4 SLO TBID Annual Report 2017-18 Background on TBID BACKGROUND ON TBID BACKGROUND In June 2008 the City Council adopted Ordinance 1517 establishing the tourism business improvement district (TBID) in the City of San Luis Obispo as requested by the local lodging industry. The assessment of two percent of gross receipts for the district became effective on October 1, 2008 and the use of funds was defined in Section 12.42.030 of the Municipal Code as follow: “This ordinance is made and enacted pursuant to the provisions of the Parking and Business Improvement Area Law of 1989 (Sections 36500 et. seq., of the California Streets and Highways Code). The purpose of forming the district as a business improvement area under the Parking and Business Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and programs promoting tourism which will benefit the operators of hotels in the district through the promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination.” ADVISORY BODY The use of the assessment fund is based on the recommendation of the Tourism Business Improvement District advisory board that is staffed by City of San Luis Obispo hotel owners, operators, and/or managers. The board members are appointed by the City Council and serve for an initial term of four years with the opportunity to serve second term for a maximum of eight years. 2017-18 ADVISORY BOARD NAME PROPERTY TERM Bruce Skidmore (Chair)Embassy Suites 3/31/21 Kimberly Walker Granada Hotel & Bistro 3/31/21 LeBren Harris Hampton Inn & Suites by Hilton 3/31/21 Nipool Patel Lamplighter Inn & Suites 3/31/20 Pragna Patel-Muller Lexington Inn - SLO 3/31/19 Clint Pearce Madonna Inn 3/31/19 Matthew Wilkins (Past Chair)Sands Inn & Suites 3/31/20 5 SLO TBID Annual Report 2017-18 ADVISORY BODY BYLAWS In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further defined its role and functions as: The functions and duties of the TBID Board shall include, but not be limited to, the following: A. Planning a comprehensive program to promote tourism to the City of San Luis Obispo and prepare an annual marketing program consistent with industry goals and objectives. B. Develop advertising and promotional programs and projects to benefit the lodging industry in San Luis Obispo. C. Present an annual assessment report to the City Council regarding the implemented promotional programs and projects. D. Perform any other lawful tasks as directed by the Council. The Board meets monthly on the second Wednesday at 10 a.m. for its regular board meeting. In 2017–18, the Board met in 11 regular monthly meetings. Additionally, based on the continued implementation of the TBID 5-year Strategic Plan, the board maintained the standing subcommittees - the Management Committee and the Marketing Committee, each is made up of three board members. The Marketing Committee members also serve on the joint Event Promotion Committee with three members of the Promotional Coordinating Committee to consider event sponsorship commitments. In order to keep the lodging constituency abreast of all TBID business, the Board is assigned properties to laisse. Each board member is responsible for communication with his/her respective group of hotels. Staff continue to visit all properties at least once a year to personally bring TBID updates and marketing opportunities to each property. Background on TBID 6 SLO TBID Annual Report 2017-18 2017-18 Year by the Numbers 2017-18 YEAR BY THE NUMBERS The 2017-18 fiscal year produced continued modest growth in the tourism industry in San Luis Obispo. The City collected nearly $7.5 million dollars (+1.9%) in transient occupancy tax (TOT) continuing the year-over- year trend of producing the largest collection ever recorded for the City of San Luis Obispo. Additionally, the collections slightly exceeded the City’s forecasted growth, which in turn contributed over $200,000 in additional revenue directly into the City’s General Fund. Although the TOT collection was strong for the City in 2017-18, for the second consecutive year the occupancy rate in the City showed a minor decrease (-0.8%) resulting in an average annual occupancy rate slightly under 71% for the year. While the occupancy rate decreased, the Average Daily Rate (ADR) was up 2.7% to $147.41. With the exception of July, every month within the year out rated the same month in the prior year. Additionally, the RevPAR, defined as Revenue Per Available Room, grew by 1.5% to $105.15. This means that although the occupancy was down, the lodging businesses received higher profits based on rate increases with less day-to-day impact on the properties. Additionally, the downtown Visitor Center, operated by the Chamber of Commerce, served nearly 85,000 in person guests. San Luis Obispo lodging properties achieved twenty-nine impacted or near sellout weekends in 2017-18. This is up from twenty-five in 2016-17. 2017-18 YEAR BY THE NUMBERS See the appendix for complete graphs. MEASUREMENT FY 2017-18 RESULT % CHANGE FROM FY 2016-17 TOT $7,498,864 1.9 % Occupancy 70.90 %-0.8 % ADR $ 147.41 2.7 % RevPAR $ 105.15 1.5 % 7 SLO TBID Annual Report 2017-18 Strategic Plan Implementation Year & Program Approach STRATEGIC PLAN IMPLEMENTATION YEAR & PROGRAM APPROACH In 2017-18 the TBID continued the focused implementation of the 5-year Strategic Clarity Plan, a document that serves as the framework for the direction and decisions made by the TBID Board for the tourism program. The plan defines the work programs for the TBID and is used as a guide for the decisions made for the overall promotion of San Luis Obispo. Within the plan, the TBID identified five Strategic Imperatives: • Deliver Smart Growth • Develop the SLO Brand • Build Meaningful Partnerships • Contribute to an Unforgettable SLO Experience • Ensure Organizational Excellence Mission The SLO TBID builds awareness to grow tourism, serving as the voice of San Luis Obispo. Values Integrity | Accountability | Adaptability | Collaboration | Determination | Innovation Unique Role of Value The SLO TBID provides the City of SLO with comprehensive tourism brand management through strategic partnerships and a robust marketing and promotional budget. Vision In SLO TBID manages the brand for the destination of San Luis Obispo, delivering balanced growth of tourism, with creativity and integrity. Vision Out San Luis Obispo is an unforgettable place where visitors engage in a unique lifestyle they aspire to, become emotionally attached, and return for renewal. Brand Intention Heart Side: Happy | Pride of Place | Inspiring | Relaxed | Rejuvenating Head Side: Experiential | Beautiful | Artisinal | Healthy | Authentic Strategic Imperatives Deliver Smart Growth | Develop the SLO Brand | Build Meaningful Partnerships | Contribute to an Unforgettable SLO Experience | Ensure Organizational Excellence Unique Value Proposition San Luis Obispo is an authentic and inviting California community where you can play, taste, explore, relax, and recharge. Strategic Clarity The elements of our Strategic Clarity are the SLO TBID’s “North Star” for the upcoming five fiscal years, setting the level of expectation and the tone and tenor of everything we plan. As we move into defining specific initiatives, our Strategic Clarity will serve as a touchstone. Vision In What kind of organizational culture are we committed to being? Vision Out What is the ideal future state we will strive to create? What are we committed to making happen?Mission What is most important to us as we strive to realize our vision? What is the focus of our work?Values What are the fundamental beliefs that shape how we work together to serve our mission? Unique Role of Value What unique and valuable role do we play amongst our peer organizations? HOW do we provide value? Strategic Imperatives What must be accomplished during the planning horizon? Unique Value Proposition What unique and sustainable value does the destination of San Luis Obispo deliver? WHY San Luis Obispo? Brand Intention WHAT is the experience we want our destination to be known for? Mission Values Unique Role of Value Vision In Vision Out Brand Intention Strategic Imperatives Unique Value Proposition Vision In Vision Out Mission Values Unique Role of Value Strategic Imperatives Unique Value Proposition Brand Intention 8 SLO TBID Annual Report 2017-18 TBID Activities TBID ACTIVITIES SNAPSHOT OF THE PROGRESS • Deployed “Be Here” campaign • 2017-19 Campaign Production - Radio - 360 Video & Custom VR Goggles - Digital Ads - Print Ads - Photography • Deployed “SLO Welcomes” campaign • Sold Out “Money for a Rainy Day” Promotion • Partnered with Visit SLO CAL on Co-Op placements and Taste Washington booth • Developed Cal Poly Parent & NSTP Program Partnership — SLO Discovery Weekend • New Tradeshow Booth with VR Experience • Partnered with Horizon for a video in Times Square & Canada’s PATH Video Network • Finished first-ever Market Research for SLO tourism efforts • Began developing the first two-year Marketing Plan 2018-2020 In order to implement the complex marketing programs, the TBID Board and staff work closely with the team of contractors including: AMF Media Group (formerly Barnett Cox & Associates) and Matchfire as the marketing agencies on record, and the San Luis Obispo Chamber of Commerce for Public Relations and Guest Service initiatives. 9 SLO TBID Annual Report 2017-18 TBID Activities BRANDING & CAMPAIGN The TBID manages the tourism brand for the destination of San Luis Obispo, delivering balanced growth of tourism, with creativity and integrity. The TBID uses the brand messaging pillars outlined below to showcase the unique offerings in San Luis Obispo. San Luis Obispo Brand Messaging Pillars: • Cultural • Culinary • Outdoor • Family • Cal Poly In fiscal year 2017-18, the TBID launched a new marketing campaign titled “Be Here”. The campaign messaging and aesthetic was meant to inspire visitors to feel like their true self in San Luis Obispo. The campaign creative featured statements like “Be inspired here.”, “Be bold here.”, and “Be happy here.” The messaging was accompanied by destination images taken in the first-person perspective with the simple call-to-action of, Be Here. To augment the brand messaging the TBID invested in a series of virtual reality videos. That allowed the prospective visitor to do just that, to virtually be in San Luis Obispo. 10 SLO TBID Annual Report 2017-18 WEBSITE www .SanLuisObispoVacations .com The City’s official tourism website, SanLuisObispoVacations.com is the primary marketing tool used to represent our destination. It is designed mainly for consumers, but also serves the travel trade, meeting planners, TBID members and media. It features robust content including a detailed calendar of events integrated with SLO Happenings, lodging property listings for all TBID constituents including hotels and permitted homestay properties, itinerary suggestions and features, the ShareSLO blog, and featured press coverage. Search Engine Optimization (SEO) ensures the relevancy and success of the TBID’s website. Organic search traffic to the site continues to stand as the top traffic channel, making up 33% of site sessions. The work is done monthly to optimize pages with top keywords, meta tags and meta descriptions, and ShareSLO blog posts and social content were created based on forecasted keyword and search trends. As a result, webpages now rank in the top position on Google for San Luis Obispo searches including Bubblegum Alley, SLO Getaway, SLO Happy Hours and Shopping. Key 2017–18 Website Results: • 18% increase in site sessions • 17% increase in average monthly users • 21% increase in referral traffic year-over-year Highlights of Website Activities: • Added 14 new pages and updated over 45 pages • Continued weekly events management • GDPR recommendations & implementation • ADA compliance audit & Implementation • SLO Happenings: proposal & transition TBID Activities 345,728 293,209 260,000 270,000 280,000 290,000 300,000 310,000 320,000 330,000 340,000 350,000 2017-2018 2016-2017 Sessions 11 SLO TBID Annual Report 2017-18 MEDIA The TBID paid media focus remained targeted in 2017-18 to dedicated geographic markets including Los Angeles, San Francisco, San Jose and San Diego. In addition, through county coordinated co-op advertising opportunities, the TBID expanded into new flight markets in Denver, Colorado and Seattle, Washington. Paid media was heavily dedicated toward digital display, mobile, email targeting and SEM. Programmatic and behavioral retargeting led to the highest performing campaign to-date. By using geo-proximity targeting in the digital media buy, which uses latitude and longitude to capture mobile device data, the TBID had the ability to capture late bookings and win over the weekend warriors making lodging property decisions while they are traveling near or through the area. The 2017-18 paid media strategy: • Focused on drive markets and new flight markets • Continued the successful digital campaign which includes programmatic, behavioral, email, and geo-proximity targeting & SEM • Increased budget for co-ops through SLO CAL in order to expand reach and maximize dollars • Further experimented with traditional media including print & digital advertorials, visitor guides and FM/streaming radio • Increased video pre-roll placements and decrease length of video TBID Activities 12 SLO TBID Annual Report 2017-18 Print Advertising Limited print advertising placements were continued in the TBID’s media mix the 2017-18 fiscal year. Traditional print campaigns are an important tool to reach niche market visitors primarily in the mature demographic and to reinforce travel inspiration and build brand awareness for the destination. For the most part, the TBID placed print ads only in cooperative advertising campaigns with regional partners like Visit SLO CAL and Central Coast Tourism Council (CCTC). • SLO County Visitors Guide • Horizon Travel & Lifestyle Magazine advertorial placed in Wall Street Journal • CCTC Map Outdoor In fiscal year 2017-18, the TBID participated for the second time in an outdoor media advertising opportunity with Horizon Travel. The Board opted to pursue this opportunity again this year based on the success and direct return from the initial run three years ago. • Times Square Video partnership with Horizon - 2,000,000+ Impressions • Canada PATH Video Network partnership with Horizon -3,000,000 Impressions TBID Activities CUMULATIVE DIGITAL ADVERTISING MEASUREMENTS Total Number of Digital Ad Impressions 15,573,582 Total Number of Clicks 509,750 • TripAdvisor • Horizon advertorial (available online) • Programmatic Display & Gmail Targeting • SEM • YouTube video pre-rolls • Pandora • BANG advertorial & digital buy All print and digital advertising is directed toward the website or the toll-free phone number for more information on San Luis Obispo. Digital Media Online programmatic campaigns are the most effective marketing and advertising tool to target the drive markets in California for leisure travelers to San Luis Obispo. The TBID continues to use branded advertising to maximize online reach for the promotion of San Luis Obispo through strategic placement on top travel and lifestyle sites through a programmatic digital advertising program. In 2017-18, the advertising program for the TBID was focused on the mix of digital display that hit key websites to target the right customer, email targeting, and the use of video pre-roll and streaming music services like Pandora. 13 SLO TBID Annual Report 2017-18 TBID Activities EMAIL MARKETING The TBID continued to utilize email marketing activities through the newsletter to communicate regularly with potential visitors on activities in SLO to build brand loyalty and encourage repeat visitation and an extended length of stay. The newsletter promotes upcoming events and special promotions as well as compliments our seasonal advertising campaigns and partnerships. This year the TBID continued their focused attention on enhancing their email marketing efforts beyond the monthly newsletter. Their investment in marketing automation continued to garner new email subscribers through the TBID site with over 1,900 new subscribers in 2017–18. They continued the Welcome Series to acknowledge new subscribers which achieved a 57% open rate (compared to industry average of 20%). And they continued the Hotel Page Abandonment series which sent visitors a personalized email if they left hotel pages without taking action. This series achieved a 53% open rate including replied responses seeking additional support or commenting on their trip to the area after receiving the personalized email. Highlights: • 15% increase in database size • 1,930 submitted through new email sign-up form • 5 SLO Vacations’ e-newsletters • 2 ongoing, automated emails based on user behavior • 2 targeted emails for Money for a Rainy Day promotion • 1 targeted email for SLO 360 digital experience • 5 promotional emails for partnerships & events NEWSLETTER ACTIVITY MEASUREMENTS Total Number of Newsletters Sent 17 Database Size 26,744 14 SLO TBID Annual Report 2017-18 TBID Activities SOCIAL This year, the TBID continued to captivate ShareSLO fans and grow their social media footprint through great, engaging content. They continued to leverage user-generated content in 2017-18, along with adding TBID created content including short form videos and a new SLO Welcomes series using #SLOWelcomes. With an emphasis on engaging site content, the TBID drove social traffic to SanLuisObispoVacations.com by linking to relevant content whenever possible. ShareSLO continues to maintain a network of engaged social fans on Facebook, Twitter and Instagram. The total social media engagements across all platforms was 193,834 – with Instagram out performing other channels by early double. The ShareSLO blog, featured on SanLuisObispoVacations.com continues to perform exceptionally well as a source to drive traffic to other sections of the website. In addition to general content each month, the ShareSLO blog featured dedicated campaigns including: SLO in the News, SLO Welcomes, Seasonal Things To Do, Romantic Getaway, Traveling with Kids, Sustainable Travel in SLO. 15 SLO TBID Annual Report 2017-18 2017-18 Social Activities Included: • Continued to focus on captivating user generated content and videos, driven by the “local perspective” content strategy • Consistent, daily community management • Cross-promotion on Cal Poly social channels • Collaboration with RaceSLO on Ambassador Toolkit • Launched pilot program with local influencers: Instagram Takeover • Participated in 4 Visit CA sponsored Twitter chats #PassionPassport, #DreamEats, #Kidifornia, #CaliforniaWild • Created & uploaded 9 new videos to ShareSLO’s YouTube channel Pride in the Plaza, Bubblegum Alley, SLO Welcomes, Top 5 Activities for Cal Poly Parents & Supporters, Cheap Eats in SLO Instagram 144,637 Facebook 41,673 Twitter 7,524 193,834 Total Social Media Engagements TBID Activities SHARESLO PROGRAM MEASUREMENTS Total Number of Blog Posts 37 Total Number of Fans 120,350 Total Hashtag Uses (Instagram & Twitter only) 34,847 Total Video Views (YouTube)41,863 16 SLO TBID Annual Report 2017-18 TBID Activities Paid Media Results 2017–18 2016–17 % Change FACEBOOK Website Conversions Link Clicks 130,559 53,887 142% Actions 225,313 150,966 49% Impressions 4,758,629 3,294,166 44% Avg. CTR (All)2.87% 2.26%27% Avg. CTR (Link)2.61% 1.33%96% Promoted Posts Total Reach 712,945 953,384 25% Total Engagements 232,671 102,527 127% Paid Social Media In 2017–18 the TBID continued to invest in paid social media to enhance the effectiveness and reach of the ShareSLO brand on Facebook. Adding a paid element to the posts has helped to expand the reach and increase engagement among ShareSLO fans, followers, and friends. Paid promotion on social media is very cost effective for the TBID and provided the ability to extend the promotion of San Luis Obispo almost year- round. Paid social media included ads to drive website conversation and prompted posts. 17 SLO TBID Annual Report 2017-18 PUBLIC RELATIONS In 2017-18, the TBID and PCC continued to jointly hold a contract with the San Luis Obispo Chamber of Commerce for Public Relations efforts. On behalf of the City’s community promotions program, the SLO Chamber is responsible for establishing professional relationships with media outlets and journalists in various markets to build and maintain awareness of San Luis Obispo as a travel destination. The 2017-18 contract elements with the SLO Chamber for Public Relations included: pitching to media, bringing in media, coordinating media trips, sending out media releases, responding to natural media inquiries, use of the Chamber’s photography library for editorial requests and press releases, planning and executing press trips and developing media kits. This focused PR effort continued to prove success for San Luis Obispo. During the 2017-18 fiscal year, the PR activities generated at least 268 total mentions or media placements that highlighted San Luis Obispo in international, national, regional and even local publications. Top media coverage included: New York Times, Guardian, LA Times, Architectural Digest, Seattle Met, Alaska Airlines, National Geographic Explorer, Atlantic, Inc., and Goop. Additionally, coordinated media visits or press trips were secured to promote the destination with the goal of earning valuable editorial coverage. In fiscal year 2017-18, nearly 40 media outlets, both domestic and international were hosted in San Luis Obispo. Best of Lists • Happiest places in the US • Most charming towns & small cities in CA • Most tourist-friendly cities in the U.S. • Cities that can survive an apocalypse • Great CA fall trips • Secret Wine Country Escapes • Thanksgiving weekend getaways to take this year • Most Underrated City in California • Most joyful places to spend the holidays in the U.S. • Must-visit stops in northern CA • The world’s sexiest destinations • Top brewery visits of 2017 • College towns that parents won’t want to leave • CA’s best adventure towns • Best small towns to visit on a road trip of America • Most Underrated Stops on Your California Road Trip TBID Activities PUBLIC RELATIONS MEASUREMENTS Number of Mentions 268 Potential Reach 893,256,039 18 SLO TBID Annual Report 2017-18 TRAVEL & TRADESHOWS Consumer Travel Shows The TBID continues to maximize the consumer travel show strategy. Consumer shows provide the TBID an opportunity to take San Luis Obispo on the road to key markets. In 2017-18 four consumer tradeshows were attended – two as San Luis Obispo initially and two in cooperation with other regional partners. The two individual shows were the San Diego Travel & Adventure Show and the Denver Travel & Adventure Show, and the two cooperative shows were Los Angeles Magazine Food Event in partnership with SLO Wine Association and Taste Washington with Visit SLO CAL. At these shows, the booth featured key information on San Luis Obispo including lodging information, maps and upcoming events – and showcased the new virtually reality experience for San Luis Obispo. Shows were selected based on their anticipated attendance, quality of attendees, and target drive and fly market location. Booth visitors were presented with the opportunity to enter to win a SLO Getaway sweepstakes. TBID Activities CONSUMER TRADE SHOW MEASUREMENTS Number of Shows Attended 4 Newsletter Registrations Collected 1,229 Industry Tradeshows For the second consecutive year, 2017–18 the TBID participated in the industry tradeshow IPW. The U.S. Travel Association’s IPW is the travel industry’s premier international marketplace and the largest generator of travel to the U.S. The TBID had previously participated in 2011 and 2012 but had since declined to focus on consumer only efforts. However, starting in 2017 and again in 2018, the TBID Board made a strategic decision to partner with Visit SLO CAL at the show. During the three-day show booked with intensive pre-scheduled business appointments, the TBID met with over 55 representatives interested in booking travel to San Luis Obispo. 19 SLO TBID Annual Report 2017-18 SPECIAL PROMOTIONS Money for a Rainy Day In 2017-18, the TBID Board ran for the third year a special promotional offer designed to drive overnight stays in the City of San Luis Obispo during the slowest months of the year. Through the promotion, visitors were required to book two consecutive nights at a lodging property in the City of San Luis Obispo between January – March 2018 and they would receive a $100 cash to spend how they choose. As a result, the promotion garnered 1,192 room nights during January through March. TBID Activities 20 SLO TBID Annual Report 2017-18 TBID Activities GUEST SERVICES Through a dedicated contract with the TBID, the San Luis Obispo Chamber of Commerce provides a suite of guest services to the TBID. In 2017-18 this included: • Provide dedicated customer service for San Luis Obispo City hotels at the Downtown Visitor Center. • Provide a 800-number separate phone line exclusively for the TBID. Only SLO TBID properties will be recommended through this phone line. Provide staff to respond to a TBID-only phone line during Visitor Center Hours and return after hours phone calls. • Provide dedicated customer service on SanLuisObispoVacations.com with a Live Chat feature. *Trialed from August to October • Perform “hotel availability call arounds” and keep a record of current availability for all SLO City hotels. • Educate local hoteliers about the hotel availability program and how they may best utilize it. During fiscal year 2017-18, Visitor Center staff contacted every TBID property each week and maintained a record of which hotels were sold out and which have availability for each Thursday, Friday and Saturday as well as impacted weekdays throughout the year to help guests, who would otherwise need to call each property on their own to find a room in SLO. This service also allowed for TBID properties to refer their clients directly to the Visitor Center for centralized guest services. In addition, this information was widely utilized to assist visitors to the Visitor Center in keeping the traveler in the City of San Luis Obispo. Since July, 2017, the Chamber was able to make use of this availability information in conjunction with TBID marketing materials to refer SLO TBID properties nearly 15,000 times. In addition, the Chamber is contracted to answer each call made to the TBID’s 1-877-SLO-TOWN number, which is serves as a response tool to the TBID’s advertising efforts and digital presence. This creates the option for a ‘real person’ to assist in trip planning, ensuring that travelers seeking personal guidance have a friendly, live voice to shape their experience of San Luis Obispo before even arriving. The telephone number, 1-877-SLO-TOWN, is a separate line that rings in the Chamber and is used solely to refer and promote TBID properties. During fiscal year 2017-18 over 990 calls were answered on the 1-877-SLO-TOWN line, an increase of 9% over the prior year. Much of this is attributed to the seasonal promotions and fulfilment. 21 SLO TBID Annual Report 2017-18 STRATEGIC PARTNERSHIPS The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing San Luis Obispo as a destination which makes the TBID more efficient in promotional activities. The TBID’s strategic partnerships allow the marketing agencies to build relationships with the organizations below, elevating the destination as a whole. Promotional opportunities with each organization give the TBID new platforms and audiences to build brand awareness. Top partnerships achievements include: Cal Poly Athletics • TBID maintains the exclusive hotel industry sponsor to advertise with Cal Poly Athletics • TBID hosted nearly 605 room nights for visiting teams, recruits, and coaches • ShareSLO first pitch throws at Cal Poly baseball games • CP Athletics Facebook page posts • Banner ad in ongoing Athletics newsletters • Cal Poly Alumni E-blast & Alumni Getaway Giveaway • Radio spots for basketball • Homecoming game ticket giveaway • New rotating graphics submitted for LED banner at Mott Gym • Soccer Visiting Teams Guide • ShareSLO Track & Field Meet • Program ad • :15 scoreboard video using new footage SLO Wine • Deployed e-newsletters to over 12,000 subscribers that included TBID content, logo, and links • Hosted travel, lifestyle, wine writers in San Luis Obispo for various media visits resulting in media coverage in: Wine Enthusiast, SF Gate & SF Chronicle, USA Today, LA Time, 805 Living, Chicago Tribune • The “Stay” page on SLOwine.com garnered over 30,000 views • Partnered to host an integrated marketing experience at LA Magazine’s The Food Event in October 2017 • Public Relations outreach efforts resulted in Wine Enthusiast naming SLO Top 10 Wine Destination in the World TBID Activities 22 SLO TBID Annual Report 2017-18 STRATEGIC PARTNERSHIPS (CONT .) Cal Poly Office of Student Affairs: Parent Program & New Student and Transition Program Cal Poly New Student & Transition Programs (NSTP) sees over 50,000 guests of students and their families between Open House, Student Life Orientation Days, and Week of Welcome annually. Through this partnership in 2017-18, the TBID partnered with NSTP to engage and connect with our new students and their families from the college acceptance time to orientation. In addition to website presence and logo inclusion, the TBID activations include representation at the following events: • Open House • SLO Days • Week of Welcome/Move-in Weekend The Cal Poly Parent Program strategic partnership was a new for 2017-18. The TBID together with the Parent Program created a series of new events called SLO Discovery Weekends that provide intimate weekend gatherings in SLO for small groups of parents and families. During the pilot year, two SLO Discovery Weekend sessions were held. TBID Activities 23 SLO TBID Annual Report 2017-18 EVENT PROMOTION In 2017–2018, the TBID sponsored, promoted, and was represented at local events of different shapes and sizes. Over the course of the year, the TBID continued to shape an event strategy to ensure all SLO TBID- sponsored events are well-aligned with the brand, and that expectations and best practices were clear. These guidelines allowed the TBID to reach visitors before, during, and after an event takes place, which in turn arms the TBID with the tools we need to leverage events to put heads in beds. In 2017–18, the TBID continued their approach to supporting a few of the sponsored events through agency support in campaign development, creative and media buys. Instead of simply funding out-of-area marketing, the TBID dedicated their sponsorship dollars along with the marketing agency time to help create and manage the out-of-area promotional campaigns. This strategy was successful for the TBID and the events. TBID Sponsored Events: • SLO Craft Beer Fest • SLO Wine Roll Out the Barrels • SLO Marathon & Half • Festival Mozaic’s Winter Mezzo • SLO Film Fest • Sustainable Ag Expo • Mission College Prep Winter Classic • Battle of the West - Grass Volleyball Tournament TBID Activities EVENT SPONSORSHIP MEASUREMENTS Number of Events Sponsored 7 Estimated Total Number of Event Attendees Reached through Sponsorship 20,000 Total Sponsorship Investment $ 118,000 24 SLO TBID Annual Report 2017-18 INDUSTRY RELATIONS Visit California The Visit California partnership has been critical in the growth of our brand within the California Tourism product. San Luis Obispo has received coverage though the marketing activities performed by Visit California including travel trade, press, and industry outreach. Monthly submissions are uploaded to Visit California for media outreach, trade contacts, and newsletter content. Additionally the TBID maintains ongoing coordination to keep City of San Luis Obispo destination page up to date. ShareSLO also participated in Visit California sponsored Twitter chats. The TBID attended the Visit California Outlook Forum educational event in the spring. Central Coast Tourism Council The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose marketing efforts accomplish collectively what no single tourism entity can do alone—promote the entire California Central Coast as a destination and maximize our members’ tourism revenue. The CCTC serves as the Central Coast’s voice in Sacramento, and partners with California Tourism’s global marketing and advertising campaigns. The TBID is actively involved in CCTC with the Tourism Manager as the President and Regional Board Member. In 2017-18, the TBID leveraged the CCTC activities through media and trade leads, blog and social presence, and international outreach. SLO CAL The TBID maintains participation with SLO CAL by having two representatives on the Board of Directors and the Tourism Manager on the Marketing Committee. The TBID Board leverages the partnership with Visit SLO CAL to promote San Luis Obispo on a national and international level- beyond the local and state reach the TBID’s marketing plan focus to achieve. The TBID’s participation in Visit SLO CAL also encompasses group sales, film commission, county-wide public relations, and county-wide special events like Restaurant Month and Wine Month. In 2017–18, the TBID partnered with Visit SLO CAL on many initiatives including: participation in IPW, Taste Washington, cooperative research studies, and social retargeting co-op ads. TBID Activities 25 SLO TBID Annual Report 2017-18 SLO TBID Annual Report 2017-18 RESEARCH In 2017–18 the TBID invested in various research projects to better understand the visitor impact and behavior in San Luis Obispo. Visitor Volume & Economic Impact Through a partnership with Visit SLO CAL, the TBID invested in a study to identify the annual volume of visitors to the city of San Luis Obispo and the economic impact those visitors. The study concluded that tourism is a major contributor to the San Luis Obispo economy. In 2017, the 1.4 million visitors to San Luis Obispo spent $338 million in the city – with a total economic impact of $438 million in direct, indirect and induced impacts. Visitor spending generates income, jobs, and tax revenue. Since 2014, visitor spending has increased by 9.1% in the city of San Luis Obispo. In 2017, the city welcomed 1.4 million visitors to San Luis Obispo. The study shows that overnight visitors outpaced day visitors in 2017, to nearly 1 million visits a 4.8% growth, while day visitors increased 1% registering 500,000 visits. Altogether, since 2014 the total visits to San Luis Obispo have increased by 7.2%. 27% 23%19% 9% 8% 14% Source: Tourism Economics $93m of spending on Lodging $339m in total visitor spending $79m of spending on Food and beverage $46m of spending on Local transportation $30m of spending on Recreation Visitor spending in San Luis Obispo, 2017 Dollars, millions and percent of total $64m of spending on Retail $27m of spending on manufacturing (wineries) Visitor spending in San Luis Obispo | Tourism Economics 13 Visitors to San Luis Obispo spent nearly $338.4 million in 2017. Note: Lodging spending includes dollars spent on second homes 26 SLO TBID Annual Report 2017-18 SLO TBID Annual Report 2017-18 RESEARCH (CONT .) Market Research In the spring of 2018, the TBID completed a comprehensive market research report with the goal to determine: 1. If SLO City is losing visitors to neighboring destinations in SLO County 2. Find out why people visit SLO City 3. Determine what channels visitors are using to make travel decisions 4. Segment our visitors into personas to better understand where more opportunity exists within our target demographic The methodology included 200 intercepts surveys in San Luis Obispo, Pismo Beach and Paso Robles; 800 online surveys targeted in drive markets to people who have visited SLO County; 200 Denver and 200 Seattle online surveys to assess awareness and intent to travel; and persona segmentation on more than 20,000 people who have expressed interest in visiting SLO by signing up for our email database. From the research, the TBID inferred the following: that the city is losing some heads in beds to neighboring beach- front destinations and to Paso Robles for wine/culinary focused visitors; surveys showed a general lack of awareness of our destination, or lack of awareness of activities within our destination; and results showed a lack of consideration of SLO as a vacation destination. With this information, the TBID is poised to adjust the marketing strategy to differentiating the SLO experience and focusing on targeted personas to increase the share of visitors who are specifically interested in what San Luis Obispo has to offer. The City of San Luis Obispo visitor… • Travel as couples • Median age 44.5 • 73% college graduates • 38% have HHI of $150K+ per year • Majority travel without children See appendix for detailed persona information 27 SLO TBID Annual Report 2017-18 2017-18 FINANCIAL STATEMENT 2017-18 Financial Statement INCOME SOURCE 2017–18 TOT Revenue Assumption (Revised with Supplement)$7,294,000 TBID Assessment (20% of TOT Revenue) $1,458,800 2016–17 Requested Carryover $100,000 2016–17 Fund Balance $332,800 TBID Fund Reserve $100,000 TBID Program Budget $1,891,600 INCOME 28 SLO TBID Annual Report 2017-18 SLO TBID Annual Report 2017-18 EXPENDITURE ALLOCATED Operations/Staffing Administration Overhead (2% of TBID Assessment)$29,176 Staffing (1 FTE & .75 FTE)$215,000 Contracts & Marketing Projects AMF/Matchfire - Marketing Contract $833,700 Chamber of Commerce - Public Relations $51,000 Chamber of Commerce - Guest Services $42,000 Chamber of Commerce - Media Monitor $8,400 CCTC Black Diamond Co-op $1,200 FAM Trip Hosting (Media & Influencers)$11,000 AMF/Matchfire - Events Calendar Development $41,000 AMF/Matchfire - Promotional & Collateral Items $30,500 Partnerships Cal Poly Athletics $96,500 SLO Wine $18,000 SLO Wine Rooms $3,000 Cal Poly Student Affairs $20,000 Events Promotion General Events Promotion $120,500 Event Activation $2,000 Tradeshows Tradeshows & Travel Shows $45,000 Tourism Conferences $6,000 Tourism Organizations/Research Central Coast Tourism Council Membership $1,000 Smith Travel Report $3,000 Marketing & Persona Research Project $58,800 Support/Meetings Tourism Program Expenses $7,000 Total Allocated Expenditure $1,643,776 *This figure represents the total allocated expenditures. The difference will be available for carryover to the 2018-19 program budget. EXPENDITURES 29 SLO TBID Annual Report 2017-18 Looking Ahead to 2018-19 LOOKING AHEAD TO 2018–19 As the TBID moves into 2018–19, the Board is committed to the continued implementation of the final components of the 5-year Strategic Clarity Plan. In the next fiscal year, the Board will work through the process to review the accomplishments of the current plan and complete the develop of the next TBID Strategic Plan. The TBID will also begin the implementation of the new two-year marketing plan. Although it’s a year, AMF and Matchfire will thoroughly review, modify and update the plan each fiscal year as needed to ensure the TBID marketing efforts remain relevant and effective. It is imperative to acknowledge trends, be observant of growth or decline and make changes according to the current tourism climate on an ongoing basis. The SLO TBID Marketing Plan coupled with the SLO TBID Strategic Clarity Plan provides a foundation for building the City of SLO tourism brand and establishing real tactics for consistently improving tourism in the City of San Luis Obispo. The highest priority Strategic Clarity Plan initiatives for the 2018–2019 fiscal year, continue to be: • Deliver Smart Growth • Develop the SLO Brand • Build Meaningful Partnerships • Contribute to an Unforgettable SLO Experience 30 SLO TBID Annual Report 2017-18 Looking Ahead to 2018–19 LOOKING AHEAD TO 2018–19 (CONT .) The key program activities include: • Implementation of the 2018-20 Marketing Plan • Address the research findings by shifting our targeting, both geographically, demographically and psychographically, and incorporating a more focused message surrounding things to do in SLO • Grow new geographic markets including Seattle • Add assets to the campaign library, including additional first-person photography and a new first- person tourism video • Better target new audiences with relevant content and reengage existing audiences with relevant content to create repeat visitors • Create and deploy an influencer marketing strategy that shares real-time, authentic SLO experiences with social media audience • Integrate SLO Happenings as part of the ShareSLO campaign making it an ongoing weekly inclusion in editorial calendars • Leverage dedicated promotions funds to attract fall and winter stays and set aside funds for special opportunities to attract specific audiences out of market In addition, the TBID is looking forward to growing the district membership, to include new hotel properties coming into the City of San Luis Obispo. 31 SLO TBID Annual Report 2017-18 Appendix APPENDIX TOT CHART 2017-18 TOT MONTH TO MONTH 2017-18 0 20 40 60 80 100 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 0 200000 400000 600000 800000 1000000 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 2017-182016-172015-162014-152013-142012-132011-122010-112009-102008-09 0 20 40 60 80 100 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 0 200000 400000 600000 800000 1000000 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 2017-182016-172015-162014-152013-142012-132011-122010-112009-102008-09 32 SLO TBID Annual Report 2017-18 Appendix OCC MONTH TO MONTH 2017-18 ADR MONTH TO MONTH 2017-18 0 20 40 60 80 100 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 0 2000004000006000008000001000000 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 010000002000000300000040000005000000600000070000008000000 2017-182016-172015-162014-152013-142012-132011-122010-112009-102008-09 0 30 60 90 120 150 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 0 50 100 150 200 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 33 SLO TBID Annual Report 2017-18 Appendix REVPAR MONTH TO MONTH 2017-18 0 30 60 90 120 150 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 0 50100150200 2017-182016-17 JunMayAprMarFebJanDecNovOctSeptAugJuly 34 SLO TBID Annual Report 2017-18 Appendix TRAVEL AS COUPLES The City of San Luis Obispo Visitor…VISITOR PERSONAS MEDIAN AGE 44.5 Age breakdown nearly even between U–35, 35–54, 55+ 73% COLLEGE GRADUATES 38% HAVE HHI OF $150K+ PER YEAR MAJORITY TRAVEL WITHOUT CHILDREN YOUNG DIGERATI UPPER CRUST The residents of Money & Brains seem to have it all—high incomes, advanced degrees, and sophisticated tastes to match their credentials. Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots with expensive cars in the driveway. Movers & Shakers are America's business class, a wealthy suburban world of dual income couples who are highly educated, typically between the ages of 45-64. Given its high percentage of executives and white collar professionals, there's a decided business bent to this segment as they enjoy reading business publications and visits to business oriented websites. Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Auent and highly educated, Young Digerati communities are typically filled with trend apartments and codos, fitness clubs and clothing boutiques, casual restaurants and all types of bars, from juice to coee to microbrew. Many have chosen to start families while remaining in an urban environment. The nation's most exclusive address, Upper Crust is a haven for wealthy empty-nesting couples over the age of 65. This segment has a high concentration of residents earning over $100k per year, and many posess a post-graduate degree. They have an oppulant standard of living—driving expensive cars and frequently eating out and traveling. Why Money & Brains matter for SLO… There are more Money & Brains residents in California than anywhere else in the United States, and they happen to live just a quick drive away in the Bay Area. They’re familiar with SLO and make up the largest portion of our interest list to-date. They may have attended Cal Poly, and perhaps their kids did, too. But now that they’re empty nesters, this group is ready to travel and has money to spend. They’re likely to put SLO on the list for its cultural and culinary experiences, and it’s just a short distance from home. Why Movers & Shakers matter for SLO… This business class has the most disposable income of SLO’s top 4 personas. They make up the second largest group in our interest database, and there’s good reason: Movers & Shakers are just a hop, skip, and a jump away in Marin County. They’re mostly empty nesters, but may have some older children in the house who aren’t likely to travel with them. Highly educated, the Movers & Shakers are looking for new experiences, and SLO has everything to oer them. Why Young Digerati matter for SLO… These auent 40-somethings lead busy lives, and want a getaway that’s quick, easy, and somewhat familiar. They’ll likely have kids in tow when they make their way from the Bay Area, and will need kid-friendly suggestions for restaurants, breweries, wineries, and other things to do. They travel to explore together, prioritizing experiences the whole family can enjoy over kids-only attractions. They’ll seek the outdoors, new and hip things to do, and photo-worthy moments with their loved ones. Why Upper Crust matter for SLO… Upper Crust residents have seen and done it all: they want to go where the crowds don’t go, and collect intimate moments, not Instagram photos. They’ll be looking for a laid back but sophisticated experience, which is just what SLO has to oer. Culinary, wine (specifically chardonnay), shopping and culture will appeal to this class. And if they come with friends, a round of golf may also be on the agenda. MONEY & BRAINS MOVERS & SHAKERS Reasons for Visiting… Family Trip or Getaway Weekend Relaxation, Weather, Restaurants, Scenery, Sightseeing, Outdoor Activities Attractions: Downtown, Mission Plaza, Creek Walk, Bubblegum Alley, Cal Poly, Hiking Biking Trails Proximity to the coast or visit new place Cross Visits… MORRO BAY Intercept interviews in City of SLO indicated that visitors may stay in Morro Bay, although visit SLO Of other destinations to visit, Morro Bay ranked highest, followed by Avila Beach and Pismo Beach Words/Phrases Used to Describe SLO… Beautiful 55%—Appears in Brand Intention Relaxing 10%—Appears in Brand Intention Friendly 8% Fun Peaceful Serene Online Survey: Beautiful, Picturesque, Relaxing, Fun, College Town, Quaint, Peaceful, Serene, Friendly Midlife success HHI $128k, 35-54, mostly with kids in household Highest index in San Francisco and Santa Clara Counties Listens to CBS radio Watches football and basketball Reads print edition New York Times and uses iPhone Auent, empty nests HHI $113k, mostly without kids in household Highest Index in Marin County Listens to news radio, classical, jazz Reads print edition of Wall Street Journal and New York Times Watches Fox Business Network and Golf Channel Auent, empty nests HHI $129k+, age 45-64, mostly without kids in household Highest index in Marin County Listens to news radio, CBS sports, adult alternative and talk/personality Reads newspaper on iPad Reads Wall Street Journal and New York Times Auent, empty nests HHI $105k, Age 55+, mostly without kids in household Highest index in San Mateo, San Francisco, Santa Clara Listens to news radio, jazz and classical Reads New York Times, paper edition, and Wall Street Journal Watches basketball 35 SLO TBID Annual Report 2017-18 SLO TBID Annual Report 2017-18 TRAVEL AS COUPLES The City of San Luis Obispo Visitor…VISITOR PERSONAS MEDIAN AGE 44.5 Age breakdown nearly even between U–35, 35–54, 55+ 73% COLLEGE GRADUATES 38% HAVE HHI OF $150K+ PER YEAR MAJORITY TRAVEL WITHOUT CHILDREN YOUNG DIGERATI UPPER CRUST The residents of Money & Brains seem to have it all—high incomes, advanced degrees, and sophisticated tastes to match their credentials. Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots with expensive cars in the driveway. Movers & Shakers are America's business class, a wealthy suburban world of dual income couples who are highly educated, typically between the ages of 45-64. Given its high percentage of executives and white collar professionals, there's a decided business bent to this segment as they enjoy reading business publications and visits to business oriented websites. Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Auent and highly educated, Young Digerati communities are typically filled with trend apartments and codos, fitness clubs and clothing boutiques, casual restaurants and all types of bars, from juice to coee to microbrew. Many have chosen to start families while remaining in an urban environment. The nation's most exclusive address, Upper Crust is a haven for wealthy empty-nesting couples over the age of 65. This segment has a high concentration of residents earning over $100k per year, and many posess a post-graduate degree. They have an oppulant standard of living—driving expensive cars and frequently eating out and traveling. Why Money & Brains matter for SLO… There are more Money & Brains residents in California than anywhere else in the United States, and they happen to live just a quick drive away in the Bay Area. They’re familiar with SLO and make up the largest portion of our interest list to-date. They may have attended Cal Poly, and perhaps their kids did, too. But now that they’re empty nesters, this group is ready to travel and has money to spend. They’re likely to put SLO on the list for its cultural and culinary experiences, and it’s just a short distance from home. Why Movers & Shakers matter for SLO… This business class has the most disposable income of SLO’s top 4 personas. They make up the second largest group in our interest database, and there’s good reason: Movers & Shakers are just a hop, skip, and a jump away in Marin County. They’re mostly empty nesters, but may have some older children in the house who aren’t likely to travel with them. Highly educated, the Movers & Shakers are looking for new experiences, and SLO has everything to oer them. Why Young Digerati matter for SLO… These auent 40-somethings lead busy lives, and want a getaway that’s quick, easy, and somewhat familiar. They’ll likely have kids in tow when they make their way from the Bay Area, and will need kid-friendly suggestions for restaurants, breweries, wineries, and other things to do. They travel to explore together, prioritizing experiences the whole family can enjoy over kids-only attractions. They’ll seek the outdoors, new and hip things to do, and photo-worthy moments with their loved ones. Why Upper Crust matter for SLO… Upper Crust residents have seen and done it all: they want to go where the crowds don’t go, and collect intimate moments, not Instagram photos. They’ll be looking for a laid back but sophisticated experience, which is just what SLO has to oer. Culinary, wine (specifically chardonnay), shopping and culture will appeal to this class. And if they come with friends, a round of golf may also be on the agenda. MONEY & BRAINSMOVERS & SHAKERS Reasons for Visiting… Family Trip or Getaway Weekend Relaxation, Weather, Restaurants, Scenery, Sightseeing, Outdoor Activities Attractions: Downtown, Mission Plaza, Creek Walk, Bubblegum Alley, Cal Poly, Hiking Biking Trails Proximity to the coast or visit new place Cross Visits… MORRO BAY Intercept interviews in City of SLO indicated that visitors may stay in Morro Bay, although visit SLO Of other destinations to visit, Morro Bay ranked highest, followed by Avila Beach and Pismo Beach Words/Phrases Used to Describe SLO… Beautiful 55%—Appears in Brand Intention Relaxing 10%—Appears in Brand Intention Friendly 8% Fun Peaceful Serene Online Survey: Beautiful, Picturesque, Relaxing, Fun, College Town, Quaint, Peaceful, Serene, Friendly Midlife success HHI $128k, 35-54, mostly with kids in household Highest index in San Francisco and Santa Clara Counties Listens to CBS radio Watches football and basketball Reads print edition New York Times and uses iPhone Auent, empty nests HHI $113k, mostly without kids in household Highest Index in Marin County Listens to news radio, classical, jazz Reads print edition of Wall Street Journal and New York Times Watches Fox Business Network and Golf Channel Auent, empty nests HHI $129k+, age 45-64, mostly without kids in household Highest index in Marin County Listens to news radio, CBS sports, adult alternative and talk/personality Reads newspaper on iPad Reads Wall Street Journal and New York Times Auent, empty nests HHI $105k, Age 55+, mostly without kids in household Highest index in San Mateo, San Francisco, Santa Clara Listens to news radio, jazz and classical Reads New York Times, paper edition, and Wall Street Journal Watches basketball Property Name 2019‐20 Board Liaison Hotel SLO Bruce Motel 6 #0138 Bruce Royal Oak Motel Bruce San Luis Inn & Suites Bruce Embassy Suites Bruce Petit Soleil Bruce San Luis Creek Lodge Dean Sands Inn & Suites Dean University Inn at SLO Dean Peach Tree Inn Dean Apple Farm Inn Dean Homestead Motel Dean Hotel Cerro Dean Los Padres Motel Kristin Budget Inn Kristin Heritage Inn Kristin La Cuesta Inn Kristin Olive Tree Inn Kristin SLO Brew Lofts Kristin The Kinney (Holiday Inn Express) Kristin Motel 6 #1373 LeBren Courtyard by Marriott LeBren Hampton Inn & Suites LeBren La Quinta Inn & Suites LeBren SLO Inn (Americas Best Value Inn) LeBren Villa San Luis Motel LeBren Granada Hotel & Bistro LeBren Super 8 Nipool Economy Motel Nipool Hostel Obispo Nipool Lamplighter Inn Nipool Quality Suites San Luis Obispo Nipool Sunbeam Motel Nipool Avenue Inn Nipool Vagabond Pragna Garden Street Inn Pragna Hotel Buena Vista (Lexington Inn) Pragna Madonna Inn Pragna Rose Garden Inn Pragna The Butler Hotel Pragna Inn at San Luis Obispo Pragna 2019‐20 Board Member Liaison Assignments Tourism Business Improvement District Special Marketing Committee Meeting Meeting Minutes Wednesday, August 7, 2019 – 10:00 a.m. City Hall – 990 Palm Street, San Luis Obispo BOARD MEMBERS PRESENT: Dean Hutton, Chair Bruce Skidmore, LeBren Harris (10:19 a.m.) BOARD MEMBERS ABSENT: none STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:10 a.m. BUSINESS ITEMS 1. VisitSLO.com Site Development Update Tourism Manager Cano provided a recap on the new website status and recent communications on the purchase, transfer of listings and current timelines. Brittany Garcia from Matchfire previewed the new design elements of the website for committee provide feedback. The final site approval will be presented at the next committee meeting for review and direction. 2. 2019 Fall Campaign Proposal Agency representatives presented the 2019 Fall Campaign concept including theme, promotional offer, target markets, tactics and overall program implementation plan. The committee provided input, discussed logistics and qualified participant requirements. Direction: Move forward with the presented Sip, Stay & Save promotion theme, target markets, tactics, and implementation with the below changes as a recommendation to The Board: • Add Thursday, November 28 and Friday, November 29, 2019 to blackout dates • Change to a two night stay minimum excluding Saturday arrivals • Adjust promotional voucher to a $100 uber voucher 3. Review of Approved 2019-20 Marketing Plan, Personas and Budget Agency representatives presented the compiled 2019-20 Marketing Plan and supporting documents, and specially addressed how the updated personas are used to inform lifestyle targeting that is layered with brand pillars and geographic target markets in order to achieve the marketing tactics. 4. 2019-20 Tradeshow Strategy Staff and committee members discussed potential options for the 2019-20 tradeshow strategy and reviewed the allocated budget changes for the 2019-20 year. Direction: Direction was given to not participate in the California based consumer show that TBID has participated in the past (California based Travel and Adventure Show series). Staff will explore other options for shows in different business segments and consumer shows options outside of California for committee review and discussion at the next regularly scheduled committee meeting. 5. New Business a. Committee Discussion – none b. Future Agenda Items – none c. Next Committee Meeting: Wednesday, September 4, 2019 at 10:30 a.m. in City Hall’s Council Hearing Room Meeting was adjourned at 12:04 p.m. Tourism Business Improvement District Special Meeting Meeting Minutes Tuesday, August 6, 2019 – 10:00 a.m. Hampton Inn & Suites – 1530 Calle Joaquin, San Luis Obispo BOARD MEMBERS PRESENT: Chair Bruce Skidmore, LeBren Harris (10:12 a.m.), Nipool Patel, Pragna Patel-Mueller, Kristin Battaglia and Dean Hutton BOARD MEMBERS ABSENT: none STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:06 a.m. BUSINESS ITEMS SLO TBID STRATEGIC PLANNING WORK SESSION 5 Coraggio Group representatives led board members in a review of the strategic plan to ensure board alignment and understanding. The Board also participated in activities to identify priority and sequence of strategic initiative implantation and develop initiative action steps and timeline. Action: A Conference Center Taskforce was created. Members include Board Chair Bruce Skidmore, Board Member Nipool Patel, and TBID Constituent John Conner 1. New Business a. Committee Discussion – none b. Future Agenda Items – none c. Next Committee Meeting - none Meeting was adjourned at 1:49 p.m. DRAFT Minutes – Promotional Coordinating Committee Meeting of July 10, 2019 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, July 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, July 10, 2019 at 5:31 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 Christian administered the oath of office to incoming committee member Bruce Skidmore (Tourism Business Improvement District Board liaison). ROLL CALL Present: Committee Members, John Thomas, Bruce Skidmore, Vice Chair Dana Matteson and Chair Zoya Dixon Absent: Committee Members Melissa Godsey, Ryan Heath and 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, June 12, 2019 C.2 2019-20 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 2018-19 Community Promotions Budget Report DRAFT Minutes – Promotional Coordinating Committee Meeting of July 10, 2019 Page 2 Public Comment None --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER THOMAS, SECONDED BY COMMITTEE MEMBER SKIDMORE, CARRIED 4-0-3, to approve the consent agenda items 1 through 8. PRESENTATIONS 1. SLO Happenings Promotion Year-End Report Brittany Garcia, Account Director from Matchfire presented the 2018-19 year-end report for the SLO Happenings Promotion contracted services for the PCC. Highlights included the SLO Happening program transition, a contract of services review, and website highlights. Public Comment None --End of Public Comment-- No action was taken on this item. 2. SLO Chamber of Commerce Year-End Report SLO Chamber of Commerce Visitor Center Manager Dusty Colyer-Worth and Communications and Business Education Director Jacqui Clark-Charlesworth, presented the 2018-19 year-end report for the contracted Visitor Services, GIA Support and Public Relations. Highlights presented included the Guest Services and Events Promotions statistics, overall Public Relations messaging and statistics, new market growth, and outreach to social media “influencers.” Public Comment None --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. GIA Liaison Assignments Tourism Manager Cano reviewed the GIA program administration, liaison responsibilities, and noted that 25 applicants were approved for funding by City Council. The Committee reviewed the 2019-20 GIA recipient list and assigned committee liaisons. DRAFT Minutes – Promotional Coordinating Committee Meeting of July 10, 2019 Page 3 2. Community Placemaking and Beautification Projects Tourism Manager Cano reviewed the purpose of the banner project, specific banner locations downtown, final designs, and updated the committee on the status of the Railroad Square location. The Committee discussed how to approach Community Placemaking and Beautification and decided that Committee Members would; ask their continuants what placemaking looks like or means to them, keep an eye open for areas of the City that may benefit from a project, check other communities for successful projects, and bring ideas back to the committee for future discussion and project development. Public Comment None --End of Public Comment-- No action was taken on this item. PCC LIAISON REPORTS AND COMMUNICATION 1. Grants-in-Aid (GIA) Update None at this time. 2. Tourism Business Improvement District (TBID) Board Report Tourism Manager Cano reviewed the TBID Board meeting of July 10, 2019. 3. Tourism Program Update Tourism Manager Cano presented an update on the recent and upcoming Tourism Program activities, including: • Mid-State Fair Showcase of City display installation • Mural Design update • www.visitslo.com website design update • Conference Center feasibility update – consultant has been selected • Cal Poly SLO Days (parent/supporter program) • GIA Contract status update ADJOURNMENT The meeting was adjourned at 7:12 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, August 14, 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 Visit SLO CAL Wraps Winter/Spring Media Campaign Visit SLO CAL recently completed its winter/spring paid media campaign. Below you’ll find insights and findings. •Over 61M impressions across 6 partners on the display side •72.5K clicks, 27.5K pageviews and 12.5K engagements •# of arrivals from target markets: 2,463 •YouTube – 2.1M impressions, 998K views with a view through rate of 47% •Social: 116K landing page views, 96% video completion rate •SEM resulted in 79K clicks to SLOCAL.com – up YOY with $48.8K less spend •SEM click through rate was up 1.24% YOY (3.37%) o ‘Things To Do’ & ‘Events’ pages were top performers •SEM conversions up 66.7% YOY -Industry Engagement - Visit SLO CAL Activity Report, June 2019 Visit SLO CAL Takes IPW by Storm and Hosts Post-IPW FAM Tour June 1-5 Visit SLO CAL, along with 7 partners, attended IPW, the leading international inbound travel trade show, in Anaheim. Visit SLO CAL held 56 appointments with tour operators, receptives and bedbanks, as well as 30 press meetings in the Media Marketplace. Firestone Walker beer, Edna Valley Winery, JUSTIN Vineyards and Field Recordings wine were poured in-booth every day. Outside the trade show floor, Visit California created a CA Plaza activation at the entrance of the convention center. Visit SLO CAL sponsored a large section of this highly-engaging and successful space where people could enjoy the SLO CAL life via video chairs, a Life’s Too Beautiful to Rush selfie wall and a bar that poured Firestone Walker beer, JUSTIN wine and a variety of other wineries. The cities of Paso Robles, Pismo Beach and San Luis Obispo each sponsored a specific time of the SLO CAL activation bringing in destination-specific food and beverage. Following IPW, Visit SLO CAL hosted 26 travel trade representatives and media across SLO CAL. Attendees visited six cities and participated in 13 activities across 3 days. New 4x Weekly Flight from Las Vegas to SBP On June 26, Visit SLO CAL’s President & CEO Chuck Davison, along with Kevin Bumen, SLO County Regional Airport, Supervisor Adam Hill and Matt Chaifetz, CEO of Contour Airlines, announced a brand-new flight to Las Vegas from the SLO County Regional Airport. This 4-times weekly flight will begin October 17, 2019 and is available to book now. 0 - PR and Travel Trade - Visit SLO CAL-Assisted Media Placements • Roadfood (Online) – Restaurant Reviews • 425 Magazine (Print & Online) – Chillin' in SLO CAL • Fodor’s (Online) – The Dreamiest Venues for a Rustic Destination Wedding in the U.S. • MyDomaine (Online) – The Most Delectable Gifts for the Foodies in Your Life in 2019 • TLCme (Online) – Charming Resort Wedding Venues Around the U.S. • TLCme (Online) – The 20 Smartest Library Venues Around the U.S. • TLCme (Online) – 22 Historic Venues That Will Take Your Wedding Back in Time Recent Media Hosted • Selling Travel Magazine – June 10-14 • The Travel Magazine & Travel Begins – June 16-17 • House of Coco Magazine – June 23-25 • Forbes.com – June 23-25 Travel Trade • Lodging Meeting: o Held lodging meeting in Arroyo Grande • Recent: o Post-IPW FAM – June 6-8 o Meeting & Conference Sales Mission, Sacramento – June 17-19 o Black Diamond UK Agent FAM – June 21-24 • Upcoming: o Tour and Travel Sales Mission, Southern CA – September 9-11 § $250 Co-op Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000. Morro Bay featured on 425 Magazine (left) Carnegie Library featured on TLCme.com (right) VISIT SLO CAL WEB ACTIVITY SESSIONS: 94,331 USERS: 79,837 PAGE VIEWS: 165,491 AVG. PAGE VIEWS/VISIT: 1.75 AVG. TIME ON SITE: 2:27 TOTAL ORGANIC TRAFFIC: 45,466 PARTNER REFERRALS: 8,287 MOST VISITED EVENT PAGE: 4TH OF JULY FIREWORKS CELEBRATION (2,285 ORGANIC VISITS) MOST VISITED BLOG: FOURTH OF JULY IN SLO CAL (2,464 ORGANIC VISITS) VISIT SLO CAL SOCIAL MEDIA ACTIVITY FACEBOOK: 58,084 TOT. ORGANIC IMPRESSIONS: 108,544 HIGHEST ORGANIC REACH: SEEING SLO CAL FROM NEW HEIGHTS THIS #MOVEITMONDAY IN MORRO BAY. (6,099) HIGHEST ORGANIC ENGAGEMENT: SEEING SLO CAL FROM NEW HEIGHTS THIS #MOVEITMONDAY IN MORRO BAY. (410) FOLLOWERS TWITTER: 8,589 TOT. ORGANIC IMPRESSIONS: 29,018 PINTEREST: 763 INSTAGRAM: 28,045 TOT. ORGANIC IMPRESSIONS: 392,617 VISITOR GUIDE DIST. SLOCAL.COM: 377 LOCAL DELIVERY: 654 THIS MONTH IN SLO CAL SUBSCRIBERS 35,457 OPENS: 4,118 CLICK-THROUGHS: 1,117 THIS WEEK IN SLO CAL CIRCULATION: 1,825 MOST CLICKED LINK: STR REPORT SLO CAL Storytellers Explore South Coast In June, the SLO CAL Storytellers, Visit SLO CAL’s local brand ambassadors, explored and ventured around SLO CAL’s south coast. In the morning, the group learned how to surf in Pismo Beach with Central Coast Surf School before heading to Avila Beach where they traversed the Bob Jones Trail out to Avila Valley Barn on electric bikes from Pedego. After a full morning, the group headed to Grover Beach for lunch at The Spoon Trade and then were off to the Oceano Dunes for a hummer ride with Pacific Adventure Tours. Capping off an already eventful day, the group visited Oso Flaco Lake in Nipomo before enjoying dinner and SLO Cocktail Month drinks at Mason Bar & Kitchen in Arroyo Grande. . May 2019 vs May 2018 Lodging Statistics (STR, Inc.) Date: July 3, 2019 Client: SLO CAL Date Range: June 1 - 30, 2019 Executive Overview: Organic Traffic Overview: SEO Snapshot: YoY Organic Landing Page Traffic Comparison - Top Areas Listing Pages saw a -21.26% difference in Sessions (-867 Sessions) Events Pages saw a 26.71% difference in Sessions (4131 Sessions) Things to Do (Activities) saw a 45.41% difference in Sessions (1190 Sessions) Blog Pages saw a 20.62 % difference in Sessions (960 Sessions) The Home Page saw a -11.6 % difference in Sessions (-637 Sessions) Explore Pages saw 28.35 % difference in Sessions (1279 Sessions) Analysis and Recommendations Listings: Almost half of the YoY session loss is due to the loss of the Pismo Beach Farmers Market page. Adding content with relevant keywords on listings could improve YoY performance Explore Pages have been performing better since SEO overview and adjustments were made Industry Averages:Engagement Metrics Industry Average SloCal.com % Difference Total Pages Per Session:1.90 1.75 -8.30% Total Average Session Duration:0:01:39 0:02:27 32.84% Total Bounce Rate:57.30%58.12%1.41% Organic Pages Per Session:2.09 2.06 -1.37% Organic Average Session Duration:0:01:59 0:03:07 36.50% Organic Bounce Rate:48.06%47.34%-1.52% SEO Overview Sessions increased 16%. Top Organic Pages by Section : Listing: Irish Hills Natural Reserve, Events: Main Page, Things to Do: Main Page. Blog: Fourth of July the Slo Cal way, Explore: Pismo Beach Shell Beach. Eat and Drink: Bars Lounges, Stay: Main Page. Pozo got 2,065 impressions but only 3 clicks. Consider adding 150 -200 words, include internal links to any nearby things to do, attractions, places to stay, and places to eat. Morro Bay Restaurants got nearly 2,000 impressions but only 3 clicks. Consider adding 80-100 words of content, be sure to include the phrases Morro Bay Restaurants, Places to Eat in Morro Bay, and variations thereof. Also include internal links to any nearby things to do, attractions, and places to stay. Page 2 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: January 1 - June 30, 2019 Total Traffic Overview: Jan Feb Mar Apr May Jun Sessions:96,653 79,856 106,677 137,526 91,571 94,331 Users:75,599 67,366 90,346 115,996 76,814 79,837 Bounce Rate:16%26%30%42%60%58% Pageviews:295,055 135,050 169,103 204,819 150,732 165,491 Avg Pageviews Per Visit:3.05 1.69 1.59 1.49 1.65 1.75 Avg. Session Duration:0:03:20 0:02:24 0:02:17 0:01:59 0:02:15 0:02:27 Total Organic Search Traffic:42,137 28,680 37,159 41,686 42,861 45,466 % of Traffic Organic Search:44%36%35%30%47%48% Entry Pages From Search:1,746 1,712 1,730 1,811 1,871 1,940 VisitSLOCounty Visits:0 0 0 0 0 0 VisitSLOCounty Bounce Rate:0%0%0%0%0%0% Mobile/Tablet SnapShot: Jan Feb Mar Apr May Jun Sessions:70,874 59,045 83,001 110,701 69,668 71,737 % of Sessions:73%74%78%80%76%76% Bounce Rate:17%27%33%44%65%64% Pageviews: 188,753 85,403 114,792 147,616 98,319 107,009 Avg. Session Duration:0:02:49 0:02:00 0:01:56 0:01:44 0:01:54 0:02:03 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 Jan Feb Mar Apr May Jun Total Visits Comparison Prior Year This Year 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 Traffic Channels 0 50,000 100,000 150,000 Jan Feb Mar Apr May Jun Mobile/Tablet Visits Prior Year This Year Page 3 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: January 1 - June 30, 2019 visitSLOcounty 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 Jan Feb Mar Apr May Jun YoY Users 2017-18 2018-19 0% 10% 20% 30% 40% 50% 60% 70% Jan Feb Mar Apr May Jun YoY Bounce Rate 2017-18 2018-19 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Jan Feb Mar Apr May Jun YoY Pageviews 2017-18 2018-19 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 Jan Feb Mar Apr May Jun YoY Avg. Pageviews/Session 2017-18 2018-19 0:00:00 0:00:43 0:01:26 0:02:10 0:02:53 0:03:36 Jan Feb Mar Apr May Jun YoY Avg. Session Duration 2017-18 2018-19 0 500 1,000 1,500 2,000 2,500 3,000 3,500 Jan Feb Mar Apr May Jun YoY Entry Pages From Search 2017-18 2018-19 Page 4 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: June 1 - 30, 2019 Organic Traffic % of Total Site Traffic Sessions 45,466 48.20% Organic Engagement Compared to Site Engagement Pages / Session 2.06 17.52% Avg. Session Duration 0:03:07 27.13% New Sessions 73.77%-6.19% Bounce Rate 47.34%-18.55% Search Engine Visits Percent google 44,085 96.96% yahoo 609 1.34% bing 596 1.31% duckduckgo 128 0.28% ask 25 0.05% sogou 19 0.04% Top 10 Linking Sites Landing Page Visits Percent visitcalifornia.com /4,828 10.62% destinationpasorobles.com /events-and-festivals/3,396 7.47% reside.org /blog/post/fourth-of-july-the-slo-cal-way/1,865 4.10% pasowine.com /event/annual-4th-of-july-fireworks-celebrate/5949/1,823 4.01% centralcoast-tourism.com /event/cayucos-4th-of-july-celebration/4836/1,598 3.51% tombarket.com /events-and-festivals/events-calendar/1,176 2.59% coterealtors.com /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/903 1.99% centralcoastrealestatephotography.com /event/circus-vargas/5925/762 1.68% dmoproz.com /event/annual-4th-of-july-fireworks-celebration/2633/739 1.63% theccrg.com /explore/pismo-beach-shell-beach/710 1.56% Organic Search Traffic: 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 Jan Feb Mar Apr May Jun Organic Visits Comparison Prior Year Current Year Page 5 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: June 1 - 30, 2019 total organic 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Jan Feb Mar Apr May Jun YoY Organic Users 2017-18 2018-19 0% 10% 20% 30% 40% 50% 60% Jan Feb Mar Apr May Jun YoY Organic Bounce Rate 2017-18 2018-19 0 50,000 100,000 150,000 200,000 Jan Feb Mar Apr May Jun YoY Organic Pageviews 2017-18 2018-19 0.00 1.00 2.00 3.00 4.00 5.00 Jan Feb Mar Apr May Jun YoY Avg. Organic Pgvws/Sn 2017-18 2018-19 0:00:00 0:00:43 0:01:26 0:02:10 0:02:53 0:03:36 0:04:19 0:05:02 Jan Feb Mar Apr May Jun YoY Avg. Organic Sn Duration 2017-18 2018-19 Page 6 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: June 1 - 30, 2019 Goals: Goal Completions Visitors Magazine Request 381 Media Request 1 Meetings RFP 1 Enewsletter Sign-up 173 Top 20 Google Search Console Search Queries: Queries Clicks Impressions CTR Position san luis obispo 3,546 125,046 2.80%2.6 san luis obispo events 374 1321 28.30%1.1 pismo beach 318 130285 0.20%8.8 circus vargas 290 1913 15.20%2.9 cayucos 267 14129 1.90%5.4 pismo beach fireworks 257 588 43.70%1.6 pismo beach 4th of july 243 872 27.90%1.7 morro bay 238 57426 0.40%8.6 edna valley wineries 216 1448 14.90%5.6 slo events 210 687 30.60%1.3 circus vargas san luis obispo 207 1099 18.80%3.5 greek festival san luis obispo 206 638 32.30%3.5 paso robles 203 60760 0.30%10.4 pismo beach fireworks 2019 184 450 40.90%1.3 avila beach 182 31466 0.60%7.6 rebelution avila beach 177 2234 7.90%2.1 pismo fireworks 2019 170 354 48.00%1.1 circus vargas slo 163 1439 11.30%4.9 things to do in san luis obispo 156 6795 2.30%5.4 cayucos 4th of july 144 350 41.10%1.1 Page 7 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: June 1 - 30, 2019 Select Google Search Console Search Queries Year over Year Comparison: Reporting Month Change Reporting Month Change arroyo grande 92 9 12,043 839 arroyo grande hotels 0 0 75 36 atascadero hotels 0 0 103 63 avila beach 182 102 31,466 7,484 avila beach hotels 1 1 389 292 cambria ca 6 -37 2,687 -4,741 cambria ca hotels 0 0 420 -8 cayucos 267 217 14,129 4,385 cayucos hotels 0 0 205 158 morro bay 238 -53 57,426 3,877 morro bay hotels 0 0 424 295 nipomo ca 17 -43 4,502 -296 nipomo hotels 0 0 25 21 oceano hotels 0 0 50 50 paso robles 203 18 60,760 13,715 paso robles hotels 0 0 318 151 pismo beach 318 -9 130,285 16,835 pismo beach hotels 0 0 938 398 san luis obispo 3546 -522 125,046 14,419 san luis obispo hotels 23 23 9,273 9,002 san miguel ca 43 -20 1,216 -682 san simeon 53 -9 20,306 5,967 santa margarita 92 -27 9,479 538 santa margarita hotels 0 0 49 -14 shell beach 41 -9 5,099 674 shell beach hotels 0 0 241 77 YoY Clicks Queries YoY Impressions Page 8 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: January 1 - June 30, 2019 External Links Listings: Link to Website Top 10 URLs Total Clicks Top 10 Websites Total Clicks www.experiencepismobeach.com/event/annual-4th-of-july-fireworks-celebration/297/820 Swinging Bridge 68 www.cayucoschamber.com/Calendar.html 522 Freshwater Fishing Lopez Lake 59 www.circusvargas.com/tickets.html 495 Moonstone Beach 51 www.eventbrite.com/e/rebelution-good-vibes-summer-tour-2019-tickets-56070201482?aff=odwdwdspacecraft287Nitt Witt Ridge 51 www.visitatascadero.com/events/236 Hardie Park 50 www.seapinesgolfresort.com/concerts-on-the-green 234 Biddle Ranch Vineyard Tasting Room 48 www.atascaderowinefestival.com 229 Sunbuggy Fun Rentals 43 www.groverbeach.org/Calendar.aspx?NID=1&FID=206 224 Clam Digging 41 www.sensoriopaso.com/203 Sycamore Mineral Springs Resort & Spa 41 www.cambriachamber.org/jul.php 172 Mission San Luis Obispo de Tolosa 39 Listings: Link to Detail Top 10 Listings Total Clicks Swinging Bridge 88 Nitt Witt Ridge 84 Avila Beach Horseback Riding 52 Ragged Point Beach 52 Morro Bay State Park 47 Sunbuggy Fun Rentals 39 Moonstone Beach 37 Festival Mozaic 36 Mission San Luis Obispo de Tolosa 33 Sycamore Mineral Springs Resort & Spa 33 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Jan Feb Mar Apr May Jun External Links Total Clicks Page 9 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: January 1 - June 30, 2019 0 1,000 2,000 3,000 4,000 5,000 6,000 Jan Feb Mar Apr May Jun Listings: YoY Link to Website Total Clicks 2019 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Jan Feb Mar Apr May Jun Listings: Link to Detail Total Clicks 0 2,000 4,000 6,000 8,000 10,000 12,000 1/1/2019 2/1/2019 3/1/2019 4/1/2019 5/1/2019 6/1/2019 Total Partner Referrals Page 10 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: June 1 - 30, 2019 Demographics & Interests Affinity Categories: Top 10 Affinity Categories Visits Shoppers/Value Shoppers 18,818 Food & Dining/Cooking Enthusiasts/30 Minute Chefs 16,746 Travel/Travel Buffs 16,487 Sports & Fitness/Health & Fitness Buffs 16,120 Lifestyles & Hobbies/Art & Theater Aficionados 15,410 Lifestyles & Hobbies/Business Professionals 15,328 Media & Entertainment/Movie Lovers 14,649 Lifestyles & Hobbies/Pet Lovers 14,035 Beauty & Wellness/Frequently Visits Salons 13,901 Technology/Technophiles 13,819 Other Categories: Top 10 Categories Visits Arts & Entertainment/Celebrities & Entertainment News 12,720 Food & Drink/Cooking & Recipes 5,152 News/Weather 4,490 Arts & Entertainment/TV & Video/Online Video 4,137 Travel/Air Travel 3,602 Travel/Hotels & Accommodations 3,561 Real Estate/Real Estate Listings/Residential Sales 3,305 Arts & Entertainment/TV & Video/TV Shows & Programs/TV Reality Shows 3,156 Law & Government/Government/Royalty 3,100 News/Sports News 2,925 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 3.42% 14.18% 12.67% 10.88% 11.32% 8.84% 1.99% 8.51% 7.98% 7.57% 6.70% 5.95% 18-24 25-34 35-44 45-54 55-64 65+ Age Group by Gender Male Female Page 11 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: June 1 - 30, 2019 Top Content:Geographic: Top Landing Pages Entrances /17,671 /dfw/8,004 /events-and-festivals/4,314 /blog/post/sip-back-and-relax-on-californias-central-coast/3,608 (not set)3,189 /blog/post/fourth-of-july-the-slo-cal-way/2,166 /event/annual-4th-of-july-fireworks-celebrate/5949/1,942 /event/cayucos-4th-of-july-celebration/4836/1,789 /events-and-festivals/events-calendar/1,622 /explore/paso-robles/1,143 Top Content Pages Pageviews /20,414 /dfw/8,414 /events-and-festivals/7,753 /events-and-festivals/events-calendar/4,412 /blog/post/sip-back-and-relax-on-californias-central-coast/3,776 /blog/post/fourth-of-july-the-slo-cal-way/2,984 /things-to-do/2,867 /event/annual-4th-of-july-fireworks-celebrate/5949/2,474 /event/cayucos-4th-of-july-celebration/4836/2,364 /stay/1,931 Top Exit Pages Exits /13,433 /dfw/7,917 /blog/post/sip-back-and-relax-on-californias-central-coast/3,504 /events-and-festivals/2,988 /blog/post/fourth-of-july-the-slo-cal-way/1,988 /event/annual-4th-of-july-fireworks-celebrate/5949/1,929 /events-and-festivals/events-calendar/1,792 /event/cayucos-4th-of-july-celebration/4836/1,751 /plan/enewsletter/1,098 /things-to-do/1,066 12% 8% 8% 5% 2% 2% 1% 1% 1% 1% 59% Top Cities Los Angeles Dallas San Francisco San Luis Obispo Paso Robles Atascadero San Diego Fresno San Jose Sacramento Other 67.7% 16.0% 2.8% 2.2% 2.2% 1.5% 1.3% 0.8% 0.5% 0.4% 4.5% Top States California Texas Arizona Washington Colorado Nevada Illinois New York Florida Virginia Other 24.65% 16.29% 15.34% 15.12% 3.65% 3.03% 2.53% 2.13% 2.05% 2.02% 13.19% Top Metros Los Angeles CA Santa Barbara-Santa Maria-San Luis Obispo CA San Francisco-Oakland-San Jose CA Dallas-Ft. Worth TX Fresno-Visalia CA Sacramento-Stockton-Modesto CA Phoenix AZ Seattle-Tacoma WA Denver CO San Diego CA Other Page 12 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: June 1 - 30, 2019 Top Referrers: Sessions Bounce Rate Avg. Session Duration Pages / Sessions visitcalifornia.com 3,119 76.85%0:01:18 1.60 m.facebook.com 1,243 77.47%0:00:58 1.31 msn.com 635 48.82%0:02:25 2.21 avilavillageinn.com 495 41.01%0:03:35 2.68 slocal.com 341 65.40%0:00:45 1.70 visitavilabeach.com 337 44.21%0:02:59 2.27 facebook.com 320 71.88%0:02:09 1.65 slocal.simpleviewcms.com 213 8.45%0:13:24 5.86 lm.facebook.com 117 66.67%0:02:00 1.37 slocal.extranet.simpleviewcrm.com 106 8.49%0:09:54 4.86 Totals 8,391 62.47%0:02:31 2.03 Top Campaigns: Campaign Source / Medium Sessions % New Sessions Avg. Session Duration Bounce Rate fy19_miles_dallas adara / display 4,503 69.33%0:01:28 72.80% CA_TO-DO goodway / sem 3,204 90.39%0:01:02 69.66% CA_BEACH goodway / sem 1,230 88.70%0:01:15 60.08% fy19_miles_dallas sharethrough / native 1,181 93.99%0:00:23 91.28% Sitelink goodway / sem 1,134 75.66%0:01:22 60.93% CA_TRAVEL goodway / sem 635 89.13%0:01:50 61.10% CA_OUTDOOR goodway / sem 354 88.70%0:01:29 72.03% fy19_miles youtube / video 93 89.25%0:01:21 59.14% fy17-vsloc outbrain / media 9 66.67%0:04:16 66.67% 68cfe476e4-EMAIL_CAMPAIGN_2019_06_21_09_23Visit Arroyo Grande Newsletter / email 4 50.00%0:04:37 0.00% fy19_miles samsung / display 4 50.00%0:03:02 25.00% slocalspring GoodwayGroup / display 4 75.00%0:01:02 50.00% slocalspring goodway / social 3 66.67%0:01:43 33.33% visitslocalfall goodway / social 3 66.67%0:01:20 66.67% fy19_miles sharethrough / native 2 100.00%0:02:13 50.00% Totals 12,376 81.33%0:01:15 70.61% Referrer Page 13 of 14 Date: July 3, 2019 Client: SLO CAL Date Range: June 1 - 30, 2019 In-MarketVs Visitor: 4,524 18,213 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 In-Market Out of Market Desktop Visits 8,142 63,451 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 80.10 19.90% 88.63% 11.37% Page 14 of 14