HomeMy WebLinkAbout09-11-2019 TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business
Improvement District Board
Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available f or public
inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours.
Wednesday, September 11, 2019
10:00 A.M.
City Hall- Council Hearing Room
990 Palm Street, San Luis Obispo
CALL TO ORDER: Chair Bruce Skidmore
PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the
agenda. Public comment for each agenda item will be called for separately and is also limited to 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.
APPOINTMENT - OATH OF OFFICE
John Conner, appointed by the City Council on September 3, 2019, will take the oath of office to serve on the
TBID Board to complete an unexpired term through March 31, 2020.
CONSENT ITEMS
C.1 Minutes of Meeting on Wednesday, August 14, 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 Q1 SLO Happenings Event Promotion Sponsorship Allocations
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of
public testimony.
1. 2019-20 STRATEGIC COMMUNICATIONS PLAN 20 mins
As recommended by the Marketing Committee, the SLO Chamber’s PR representative will present the
2019-20 Public Relations Strategic Communications Plan for the Board’s approval.
2. 2018-19 TBID ANNUAL REPORT 20 mins
The Board will review the draft FY 2018-19 TBID annual report for recommendation to City Council on
October 1, 2019. Pending the City Council’s approval of the report, the annual public hearing for the
TBID will be scheduled for the November 5, 2019 City Council meeting.
3. VISITSLO.COM WEBSITE 20 mins
As recommended by the Marketing Committee, agency representatives will present the website redesign
and new functionality for the Board’s review and approval. Staff will discuss the plan for TBID
communications announcing the new website URL and functionality.
4. CCTC EAST COAST INITIATIVE CO-OP 15 mins
Staff will present an update on the CCTC East Coast initiative including the campaign direction and brand
development for the Board’s co-op consideration.
5. MARKETING SERVICES RFP PROCESS 20 mins
Staff will introduce the general Request for Proposal (RFP) process for the upcoming Marketing Services
contract for the Boards discussion and direction on the workplan.
TBID LIAISON REPORTS & COMMUNICATION
At this time board members make announcements, report on activities, refer to staff issues for study and report
back to the board at a subsequent meeting.
1. HOTELIER UPDATE – Liaison Reports
2. MANAGEMENT COMMITTEE UPDATE – Minutes: September 5, 2019
3. MARKETING COMMITTEE UPDATE – Minutes: September 4, 2019
4. PCC UPDATE –Minutes: August 14, 2019
5. SLO CAL UPDATE – Liaison Reports; Visit SLO CAL Activity Report & STR
6. TOURISM PROGRAM UPDATE – Staff Report
ADJOURN.
POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on September 6, 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 8/14/2019 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, August 14, 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, August 14, 2019 2019 at 9:59 a.m. in The Kinney’s Gallery Room, located at 1800
Monterey Street, San Luis Obispo, California, by Chair Bruce Skidmore.
ROLL CALL
Present: Chair Bruce Skidmore and Board Members Nipool Patel (departed 11:22 p.m.) Dean Hutton,
LeBren Young-Harris (arrived at 10:02 a.m.), Kristen Battaglia
Absent: Pragna Patel-Mueller
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
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
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECONDED BY COMMITTEE
MEMBER PATEL, CARRIED 5-0-2, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 7.
PRESENTATIONS
1. REVIEW OF APPROVED 2019-20 MARKETING PLAN
Agency representatives presented a review of the approved 2019-20 Marketing Plan with emphasis on
updated personas and budget allocations within the media strategy.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 8/14/2019 Pg. 2
Public Comment
None.
--End of Public Comment--
No action was taken on presentation items.
BUSINESS ITEMS
1. 2019 FALL SEASONAL PROMOTION CAMPAIGN
Agency representatives from AMF and Matchfire presented the Marketing Committee’s recommended 2019
Fall promotion campaign for board review and action. Board members discussed the components of the
promotion and Tourism Manager Cano reviewed the earmarked funds with SLO Coast Wine Collective as an
added promotional partnership benefit.
Public Comments:
Constituent John Conner of Petit Soleil.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER
BATTAGLIA, CARRIED 5-0-1, to move forward with the presented promotion and approve the
release of carryover funds for promotion use.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER HARRIS,
CARRIED 5-0-1, to utilize the $7,600 earmarked funds within the SLO Coast Wine Collective
contract for promotion use.
2. 2018-19 TBID ANNUAL REPORT PREPARATION
The Board reviewed the annual report timeline and components presented by Tourism Manager Cano.
Staff will present the draft 2018-19 Annual Report at the regular September board meeting.
Public Comments:
Constituent John Conner of Petit Soleil.
---End of Public Comments---
3. COUNTYWIDE TOURISM MARKETING DISTRICT RENEWAL PROCESS
Tourism Manager Cano walked members board members through a discussion of the process, role and
strategy for SLO TBID involvement in the TMD renewal. Board members provided direction to request
a special meeting for Visit SLO CAL to present and educate SLO TBID constituents.
Public Comments:
Constituent John Conner of Petit Soleil.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 8/14/2019 Pg. 3
---End of Public Comments---
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update – None.
2. Management Committee Update - None.
3. Marketing Committee Update – August 7, 2019 minutes are in the packet for review.
4. PCC Update – August 6, 2019 minutes in packet for review.
5. SLO CAL Update – Tourism Manager Cano; Visit SLO CAL Activity Report & STR in agenda
packet.
6. Tourism Program Update – Tourism Manager Cano reported on the following:
• VisitSLO.com status
• Public Relations Contract work
• New Board Member will be sworn in a the September 11, 2019 meeting
• Conference Center Feasibility Study
• Strategic Partners
• Upcoming TBID Meetings:
➢ Marketing Committee on Wednesday, September 4th, 2019 at 10:30 a.m.
➢ Management Committee on Thursday, September 5th, 2019 at 10:00 a.m.
➢ Board Meeting on Wednesday, September 11th, 2019 at 10:00 a.m.
ADJOURNMENT
The meeting was adjourned at 11:59 a.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, September 11, 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
August 2019
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City 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 -4.3
City 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 2.8 1.1 2.3 -1.4 -1.3 -1.4
City 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 8.0 3.6 6.4 3.1 0.8 2.1
City of Morro Bay 79.4 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 -6.3
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 79.2 90.0 82.3 125.70 213.25 153.05 99.57 191.86 125.94 -6.4 -5.0 -5.9 -1.6 0.8 -0.4 -7.8 -4.2 -6.3
City of Pismo Beach 84.1 91.9 86.3 197.35 282.27 223.18 165.98 259.36 192.66 -9.0 -5.5 -8.0 -0.6 -1.0 -0.4 -9.6 -6.5 -8.4
City of San Luis Obispo 78.4 90.7 81.9 157.19 226.38 179.09 123.18 205.34 146.65 -11.8 -5.6 -9.9 5.4 -0.9 3.5 -7.0 -6.4 -6.8
City of Morro Bay 77.5 89.9 81.0 148.69 222.21 171.99 115.17 199.66 139.31 -12.2 -7.4 -10.7 -0.5 -1.3 -0.3 -12.6 -8.6 -11.0
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 71.2 82.0 74.3 120.97 200.16 145.95 86.07 164.14 108.38 -5.4 -7.8 -6.2 -1.6 -1.0 -1.6 -6.9 -8.7 -7.7
City of Pismo Beach 78.5 87.1 80.9 182.65 270.37 209.61 143.38 235.42 169.68 -4.4 -7.4 -5.3 -0.9 -0.5 -1.0 -5.2 -7.9 -6.3
City of San Luis Obispo 74.5 83.9 77.2 150.52 218.59 171.68 112.10 183.50 132.50 -7.5 -8.5 -7.8 3.2 1.7 2.5 -4.5 -7.0 -5.5
City of Morro Bay 74.1 85.5 77.3 140.94 211.72 163.30 104.38 181.01 126.27 -4.3 -8.8 -5.8 -0.6 -0.8 -1.1 -4.9 -9.5 -6.8
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 69.5 78.0 71.9 118.43 187.76 139.92 82.25 146.48 100.60 -9.26 2.00 -6.04 -0.9 3.7 2.1 -10.0 5.8 -4.1
City of Pismo Beach 76.0 89.5 79.8 166.40 239.16 189.72 126.39 214.10 151.45 -2.05 2.28 -0.70 -1.2 -0.8 -0.7 -3.2 1.5 -1.4
City of San Luis Obispo 72.3 82.0 75.0 143.38 198.89 160.71 103.60 163.02 120.58 -2.43 2.08 -1.06 3.1 4.1 3.8 0.6 6.2 2.7
City of Morro Bay 68.7 81.3 72.3 133.32 193.01 152.50 91.58 156.93 110.25 -3.11 -0.91 -2.41 -1.0 2.0 0.4 -4.0 1.1 -2.0
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 62.5 85.6 69.1 111.36 206.65 145.08 69.65 176.95 100.31 0.5 2.9 1.4 -2.4 2.0 0.1 -1.8 5.0 1.5
City of Pismo Beach 62.3 90.2 70.3 151.74 266.82 193.92 94.59 240.57 136.30 0.5 2.1 1.1 -2.9 -0.2 -1.3 -2.4 1.9 -0.3
City of San Luis Obispo 62.5 86.8 69.5 134.84 227.32 167.85 84.33 197.28 116.60 -1.0 2.5 0.2 5.4 6.5 6.4 4.4 9.1 6.6
City of Morro Bay 59.3 87.7 67.4 118.89 215.06 154.64 70.46 188.54 104.20 0.1 3.3 1.3 -3.3 1.1 -0.7 -3.2 4.4 0.6
Week of August 25, 2019 to August 31, 2019
Week of August 18, 2019 to August 24, 2019
Week of August 11, 2019 to August 17, 2019
Week of August 4, 2019 to August 10, 2019
Week of July 28, 2019 to August 3, 2019
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2019
Media/Community Relations
1) Attended Visit SLO CAL Marketing Committee Meeting & participated in PR discussion
2) Continued working on 2019-20 PR Communications Strategy
3) Began pitching TBID’s promotion ‘Sip, Stay & Save’ to media and digital influencers for a fall FAM
activation
4) Worked with SLO Coast Wine to host and meet Mark Anderson on assignment for Shakers Magazine
5) Connected with Tanvi Chheda on assignment with Travel + Leisure for an October visit
6) Continued planning Winter FAM activation with Hotel SLO & Hotel Cerro’s teams.
7) Began planning Visit CA Gold Pass itinerary for writer on assignment with AFAR & JustLuxe
8) Sent suggested itineraries to Charles Anyiam, editor-in-chief of the African Times-USA
9) Met with Jessica Yadegaran, writer & editor for Bay Area News Group’s ‘Eat, Drink, Play’
10) Continued planning Kate Retherford’s, @allthingskate trip to SLO in October
11) Continued working with The Kinney’s team to plan fall FAM
12) Connected with Seattle writer, Rick Rosner’s on assignment for 425 and South Sound Magazine.
13) Met with Anne Roderique-Jones for a piece titled “SLO Stays, Three Ways” for Enterprise Pursuits and
Shermans Travel.
14) Sent out August/September events release to local and regional media outlets
15) Pitched numerous restaurants and hotels for a Travel Awaits train travel feature in partnership with Visit
SLO CAL
16) Pitched SLO to the New York Times for an extended summer story
17) Pitched hotel packages for VISIT SLO CAL’s Canada Media Mission
18) Pitched an inaugural Uptown SLO Pop Up hosted by the Butler Hotel to local media and community
groups
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2019
19) Continued conversations with Cision to determine options for new reporting in PR strategy
20) Pitched the following content for Visit California’s Story Ideas.
o How to Spend Halloween California-Style
I. Trick-or-Treating in the heart of San Luis Obispo
II. Fall harvest yields endless opportunity for food and drink in San Luis Obispo
III. Fall Family Friendly Events in San Luis Obispo
IV. Zombies are in San Luis Obispo! Either run to survive or prepare to fight.
V. Listen to tales and watch movies that will chill your spine in San Luis Obispo
VI. Pumpkin patches, corn mazes, and scarecrow contests in San Luis Obispo
21) Continued to work with the city, AMF and Matchfire on overall tourism marketing campaign.
Media Placements
1. 18 Family-Friendly Destinations You'll Love at
Any Age
Brit + Co included San Luis Obispo in their
roundup of family-friendly destinations,
specifically naming the town’s low-key
atmosphere and The Kinney SLO as a place to
stay. The piece specifically noted the heated
pool, sun deck and pub with family-friendly
games.
UVPM: 10.2M
2. Santa Barbara to Monterey: How to Spend an
Epic Long Weekend Along California’s
Highway 1
From Press featured San Luis Obispo as a key
stopping point on a California coastal road trip.
Among the must-dos were dining at our well-
known BBQ restaurants, strolling through
Farmers’ Market & hiking Cerro San Luis among
other trails in the city.
UVPM: 8.7K
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2019
3. The 6 Most Scenic Amtrak Train Routes
Oyster touts the Pacific Surfliner journey from
San Luis Obispo to San Diego as a “short and
sweet train route” and suggest staying at the
Best Western Royal Oak Hotel.
UVPM: 1.45M
4. 7 Pacific Coast Stops To Make While Riding
The Coast Starlight
Travel Awaits included hotels and restaurants
we pitched to them for this train travel piece.
The story also noted the walkable and lively
downtown as well as the hiking trails, wineries
and college town vibe.
5. Hitting the Road
We provided photos and detailed information
on Hotel SLO and Hotel Cerro to CSQ Magazine
which they included in their roundup of what’s
new on the coast of California. Another notable
San Luis Obispo mentions were Tolosa winery
and its new Perinet Tasting Experience.
UVPM: 10K
6. Fall Road Trip: California’s Central Coast
AARP touts SLO’s slow pace, historic district and
suggest multiple activities including attending
Farmers’ Market, happy hour at Central Coast
Brewing, eating cake at Madonna and staying at
Apple Farm Inn.
UVPM: 68K
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2019
7. Quilt Sampler Magazine
Better Homes & Garden’s Quilt Sampler Magazine featured a
five-page spread on Picking Daisies as a top-10 shop in the
country. The story included multiple photos of the Creamery
Marketplace located shop as well as the fabric store’s unique
offerings and beginnings in SLO. The piece also called out SLO
as one of America’s happiest places, including other business
in the Creamery, the Farmers’ Market and Madonna Inn as
places to check out when visiting.
UVPM: 30.3K
UVPM:
8. Where to Eat & Drink Between Los Angeles and
San Francisco
Chowhound includes SLO’s Santa Maria style BBQ
and Madonna Inn’s Gold Rush Steak House as
their top meal picks in San Luis Obispo and
suggests a stay at the inn as well.
UVPM: 10.2M
9. Become a Connoisseur in California Wine
Country
Visit California included 101 Wine and
Breakaway Wine Tours in their feature on wine
education experiences throughout the state.
UVPM: 1K
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2019
10. 10 Top Farmers Markets
Visit California included San Luis Obispo in their
roundup of the best ten farmers’ markets in the
state. The story calls the downtown market “a
sensory treasure trove, with amazing sights,
smells, sounds, and of course tastes.”
UVPM: 1K
11. The 7 best spots for photos in SLO County, according to
Instagram
The Tribune reported on the top spots among thousands
that both locals and visitors have shared on Instagram.
Included on the list of the top seven are Bubblegum Alley
and Madonna Inn.
UVPM: 850K
12. Hotel Cerro: The Central Coast’s New “Green” Jewel in
California
Jetsetterblog posted about Hotel Cerro’s impending
opening, calling the groundbreaking new hotel a “game-
changer for San Luis Obispo in more ways than one”. It
included design highlights with a nod toward the
building’s historic roots, eco-conscious details and LEED
Silver specifications.
UVPM: 10K
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2019
13. DOWN THE MIDDLE: CENTRAL COAST TRAVEL
GUIDE
Zia Domic is a LA digital influencer who recapped
her trip to SLO on her blog, the Hunter Collector
highlighting her family’s stay at the Kinney and
their quick road trip to SLO.
UVPM: 5K
14. Cuisineist, a husband and wife sommelier team
posted two rave reviews of San Luis Obispo
dining experiences.
i. Ciopinot, A Place Where Pinot Noir
and Sea-Food are a Perfect Match
ii. Buona Tavola in San Luis Obispo
UVPM: 46.2K
Events:
15. California Wine Month Kicks Off in September
with Celebrations Across the State
The Wine Institute included Downtown SLO’s Sip
‘n Saunter in their statewide compilation of Wine
Month events. The story was picked up by
multiple KLKN affiliates, Cal Travel & other wine
tourism sites.
UVPM: 23M
16. Fremont Theater movie nights benefit school
district
New Times reported on Fremont Theater’s Back
to School Movie Nights benefitting the San Luis
Coastal Unified School District.
UVPM: 26K
Report to City of SLO – TBID and PCC
Public Relations Contract
August 2019
17. Things to do on the Central Coast
The Lompoc Record tells readers the music, food
and people watching at the weekly SLO Farmers’
Market makes the drive worth it.
UVPM: 247.7K
18. SLO Rep presents Greater Tuna
New Times shared a synopsis of SLO Repertory
Theatre’s running of the Off Broadway hit, Greater
Tuna along with ticketing information.
UVPM: 26K
SLOTBID AGENCY REPORT August 2019
HAPPENING NOW
• 2018-2020 campaign underway
• New website almost complete
• Be Here creative refresh
• Sizzle Reel
• Annual Report
• Fall Promotion planning &
preparation
SLO VACATIONS
• Events Management
• Website Redesign
• WordPress Platform + Plug-in
Updates
SEO
• Broken links fi xed
• Alt image tags added
• Position tracking
EMAIL
• 63 new leads from email sign-
up form
• Ongoing: Welcome Series
• SLO Happenings: August
• Consumer Newsletter: Bi-
Monthly
• Member Newsletter: Quarterly
Update
1-877-SLO-TOWN SanLuisObispoVacations.com
*Valid on new bookings made for travel dates between October 1, 2019 to November 30, 2019. Visitor must send proof of purchase to info@sanluisobispovacations.com to
reserve this promotion, then show proof of purchase and room key to San Luis Obispo Chamber of Commerce Visitor Center staff to pick up promo code with $100 in Uber
credits. Promo code will not be mailed or emailed and must be picked up in person during the time of your stay at the San Luis Obispo Chamber of Commerce Visitor Center,
895 Monterey St, San Luis Obispo, CA 93401. Offer limited to fi rst 500 reservations to claim. Some exclusions, including blackout dates of October 25–27, November 17, and
November 27–28 apply. For questions regarding this offer, email info@sanluisobispovacations.com. One (1) redemption per 2-night stay. Three (3) redemptions maximum.
Offer cannot be combined with any other offers. Lost or stolen codes will not be refunded.
CONGRATULATIONS!CONGRATULATIONS!
Your stay is eligible for the
Sip Stay & Save promotion,
which includes $100 in
Uber credits!
Bring all three items below to
the San Luis Obispo Chamber of
Commerce Visitor Center during
open hours:
1) This email (digital or printed
will be accepted)
2) A photo ID, such as a driver’s
license or passport
3) Hotel room key
The Visitor Center is located at
895 Monterey Street,
San Luis Obispo, CA 93401.
Hours are:
Sunday–Wednesday, 9:30am–5pm
Thursday–Saturday, 9:30am–6pm
This offer must be redeemed
during your qualifi ed stay. Not valid
once travel dates have passed.
To redeem your Uber
credits during your
stay in SLO:
A
SLOTBID AGENCY REPORT
SHARESLO
• Cross-promotion on Cal Poly social
channels
• Ticket Tuesday promotion
• Infl uencer Reporting
• Pinterest Strategy Approval
• Community blog posts:
-Top Insta-worthy Places in SLO
-The Perfect Picnic in San Luis
Obispo
-14 Things You Didn’t Know About
San Luis Obispo
LOOKING AHEAD
• VisitSLO.com launch in September
• Sizzle Reel and Annual Report
presentations
• Fall Promotion launch Fall
Promotion
August 2019
1-877-SLO-TOWN
SanLuisObispoVacations.com
VisitSLO.comRestrictions apply.
$100 in
credits to explore our
SLO coast wine trails
Stay 2 nights in a SLO hotel & receive
SLOTBID AGENCY REPORT
SESSIONS PAGE VIEWS USERS REFERRALS
SanLuisObispoVacations.com 13,705 25,883 11,198
FACEBOOK
New Fans
Total Fans
Total Reach
Average Reach per Post
Average Daily Page Engaged Users
Total Engagements
0
101,049
1,746,189
14,480
80
756
TWITTER
New Followers
Total Followers
Total Engagements
#ShareSLO
17
4,283
295
220
INSTAGRAM
New Followers
Total Followers
Total Reach
Average Reach per post
Total Engagements
#ShareSLO
297
17,382
146,809
4,318
10,480
3,274
PINTEREST
Total Impressions
Total Audience
Total Link Clicks
Total Engagements
3,569
1,263
33
189
YOUTUBE SLO Promo Video 47,726
PAID DIGITAL MEDIA
Search Engine Marketing
Facebook
Instagram
Pinterest
633 Clicks
843 Clicks
382 Clicks
890 Clicks, 29,116 engagements
August 2019
Report to City of SLO – TBID
Phone Line and Availability Contract
August 2019
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
August
2018
August
2019
Calls to
1-877-SLO-TOWN
22 25 14 19 76 80
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
August
2018
August
2019
Email Response 16 16 15 17 65 64
Phone Calls to
Hotels
71 79 57 86 289 293
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
August
2018
August
2019
Visitors Served
(Walk-ins)
1,774 1,608 1,372 1,343
5,833 6,097
Farmers’ Market* 500 500 500 500 2,000 2,000
Hotel Rooms
Referred
315 328
292
291
1,012 1,223
*estimate without people counter
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 Change +/-
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 874,775$ 900,365$ 2.9%
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ 815,225$ -100.0%
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ 696,113$ -100.0%
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 613,045$ 704,568$ -100.0%
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 565,129$ -100.0%
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ 491,517$ -100.0%
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,461$ 468,705$ -100.0%
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ 526,793$ -100.0%
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,221$ 606,841$ -100.0%
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 653,881$ 751,077$ -100.0%
May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 626,025$ 688,231$ -100.0%
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 795,368$ 843,999$ -100.0%
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,498,864$ 8,032,974$ -100.0%
7,875,000$
2018-19 2019-20 Change +/-2018-19 2019-20 Change +/-2018-19 2019-20 Change +/-
July 85.2 80.1 -6.1 175.2 186.7 6.6 149.2 149.5 0.1
August 81.3 166.5 135.4
September 72.3 163.1 117.9
October 72.7 151.2 109.9
November 67.7 143.0 96.7
December 59.1 135.2 79.9
January 59.3 125.9 74.6
February 66.4 140.5 93.3
March 68.0 142.8 97.1
April 76.4 161.2 123.2
May 66.1 155.7 102.9
June 75.0 182.7 137.1
Total/Average 70.80 80.08 -6.1 153.58 186.72 6.6 109.77 149.53 0.1
Occupancy ADR
TOT Comparison
RevPAR*Figures from Smith Travel
Research Report
App #Application
Type Event Event
Organization
Day of the
Week Event Date(s)Historical # of
Attendees
Historical %
of our out of
area
Historical # of
out-of-area
Attendees
Committee Notes Funded
Amount
1 Marketing Central Coast Youth Chorus 2019-2020
Concert Series
Central Coast Youth
Chorus Weekends
December 7 & 8, 2019,
April 18, 2020, May 16 &
17, 2020
300 2%6
Organization needs to review TBID goals and initiatives. Marketing dollars will only to
be used in out of area markets to promote event and overnight stays in San Luis
Obispo .
$ 1,250.00
2 Marketing &
Lodging Live Oak Music Festival KCBX, Inc.Friday - Sunday June 19-21, 2020 3832 33%1265
80% of event attendees camp onsite (~253 potential out of area non campers).
Marketing dollars must be used solely for out of area marketing to promote overnight
stays in a San Luis Obispo property. No hosted rooms approved due to incomplete
plan and strategy provided.
$ 1,250.00
3 Lodging Mission Prep Christmas Classic Mission College Prep Wednesday -
Saturday December 18-21, 2019 1400 85%1190 Up to $10k towards hosted rooms for requested traveling teams. Event organization
to determine properties and negotiate rates $ 10,000.00
4 Marketing New Year's Eve POPS: A Night at the
Oscars
San Luis Obispo
Symphony Tuesday December 31 2019 1000 8%80
Organization needs to review TBID goals and initiatives. Marketing dollars will only to
be used in out of area markets to promote event and overnight stays in San Luis
Obispo .
$ 1,250.00
5 Marketing San Luis Obispo International Film
Festival
San Luis Obispo
International Film
Festival
Tuesday- Sunday March 17-22, 2020 14500 25%3625 Marketing sponsorship must be used to promote event and overnights stays in San
Luis Obispo to out of area markets. $ 8,750.00
6 Marketing &
Lodging SLO Craft Beer Festival Pouring Productions Friday - Saturday February 21-22, 2020 3000 15%450
Marketing sponsorship to be used only toward budgeted out of area media as listed in
application's promotional plan. No hosted lodging approved based off of application
plan and strategy.
$ 3,964.00
7 Marketing SLO Half Marathon, Relay Race, 5k,
Kids Race & Hall of Fame Ceremony Race SLO Saturday - Sunday May 2-3 OR April 25-26,
2020 4350 67%2915 Marketing sponsorship to be used towards out of area promotion of event.
Stipulation that sponsorship must be applied to May 2-3, 2020 event dates. $ 7,500.00
8 Marketing Sustainable Ag Expo & International
Sustainable Winegrowing Summit Vineyard Team Monday - Thursday November 11- 14, 2019 625 63%394 Marketing sponsorship must be used to promote event and overnights stays in San
Luis Obispo to out of area markets. $ 10,000.00
2019-20 Q1 Sponsorship $ 43,964.00
2019-20 Event Sponsorship Budget $ 60,000.00
2019-20 Remaining $ 16,036.00
Event & Organization Application Data
2019 - 20 Q1 SLO Happenings Event Promotion Sponsorship
TBID Sponsorship
J
T: 805.786.2770
JACQUI@SLOCHAMBER.ORG
City of San Luis Obispo Public Relations
Strategic Plan 2019-20
PREPARED FOR:
City of San Luis Obispo Public Relations Strategic Plan 2019-20
2
STRATEGIC APPROACH
This plan lays the foundation for the next year of earned media success for the Public Relations activities
for the city of San Luis Obispo. While this plan and its supporting documents are the roadmap to success
for SLO’s PR strategy, it should be recognized that the backdrop for media relations is continually
changing and the opportunity for SLO’s PR team to be nimble and pivot when necessary is an asset.
The public relations program will share the story of the unique offerings San Luis Obispo has for both
residents and visitors by highlighting the character of the community and why locals love to call SLO
home. This includes the promotion of community events and the sharing of distinctive experiences
which set the San Luis Obispo community apart from other destinations.
New developments in the city, expansions and renovations, key partnerships and events will guide our
public relations storytelling in 2019-20. We will position San Luis Obispo as a lively university town in the
heart of the Central Coast and the ideal place to experience excellent dining, disconnect while
reconnecting with loved ones, discover our wine country and immerse in arts and culture. Additionally,
as our fly markets grow, we will continue to assess awareness of San Luis Obispo in connecting
destinations, while continuously focusing on easily accessible drive markets.
Public Relations and earned media are valuable channels to reach potential visitors to San Luis Obispo
and a vital part of a strategic communications plan. Credible third-party editorial content in the form of
print and social media stories are effective ways to reach potential visitors and are valuable channels in
telling story of SLO. We will pitch publications in our target west-coast market that hold a high level of
credibility with the public. Audiences tend to view media placements as unbiased and as providing
powerful endorsements of a destination. Earned, editorial coverage is designed to inspire its audience to
take the next step to discover more about the city of San Luis Obispo. It is important that San Luis
Obispo is top of mind when consumers are looking to travel.
Additionally, we have taken into consideration the following trends in the travel industry that will help
inform our overall storytelling for 2019-20:
Wellness: According to the Global Wellness Institute, wellness motivated travel could reach
upwards of 1 billion trips in 2019. Society is asking more and more for health and wellness in
their lives and it is motivating where people travel so they can immerse themselves in the
experience. Travelers are looking to unplug from technology, connect with nature and pamper
their mind, body and spirit on holiday.
Farm to Table 2.0: The farm to table trend is not new, but food still motivates travel. Also
known as gastro-tourism, this trend is defined by travel in the pursuit of unique food and
beverage experiences. Everybody must eat and experiences with local fare help create a lasting
impression of a destination. This can include anything from consumer involvement in the food
sourcing process to an educational meal hosted by the chef, as long as the experience feels
special.
Multigenerational travel: According to the 2019 Virtuoso Luxe Report – a survey of more than
1,000 Virtuoso travel advisors – multigenerational travel is this year’s top vacation trend.
Multigenerational travel is defined as a leisure trip where at least three generations from the
City of San Luis Obispo Public Relations Strategic Plan 2019-20
3
same family are travelling together. Many travelers reported that spending time with loved ones
is the most important factor when planning a trip.
Taking these top travel trends into consideration, SLO will ensure our family, outdoor and culinary key
messages are featured prominently in all our storytelling. As these messages are core to the destination,
we imagine a seamless integration and the ability to tap into our local partnerships to highlight all San
Luis Obispo has to offer.
Objectives
1. Promote San Luis Obispo as a destination to live, play and stay driving visitation and delivering
economic impact.
2. Build consumer awareness serving as the voice of SLO by amplifying the destination brand and
reaching audiences locally, regionally and nationally.
3. Communicate the vitality and character of San Luis Obispo and the community.
Target Audience
Consumers falling into our visitor profiles seeking leisure travel range from millennials to baby boomers,
in defined key travel markets (Los Angeles, San Francisco, Seattle), as well as those with special interests
such as food and wine, outdoor activities and arts and culture.
Central Coast residents’ looking to rediscover what is in their backyard and learn about events and new
happenings within their community.
Target Media Audience
SLO’s public relations strategy is focused on securing placements across digital and print media channels
in its target markets. Digital influencers are also a crucial piece of the media mix given their ability to
share aspirational messaging in real time to appropriate niche audiences. Lifestyle, business and news
media are all appropriate targets for SLO’s PR activities and will be prioritized by several criteria:
Target Media Audience Objectives
1. Niche publications by pillar 1, 2
2. Digital Influencers 2, 3
3. Feeder Market publications 1, 2
4. Central Coast publications 1, 3
5. National Travel & Lifestyle 1, 2
IMPLEMENTATION
Develop Editorial Calendar
Taking into consideration diverse media interests and trends within target media, an official editorial
calendar will outline when and what content is needed throughout the year. This organized method will
provide ample lead-time to create content or develop assets for pitches, press releases, events, building
City of San Luis Obispo Public Relations Strategic Plan 2019-20
4
itineraries etc. The editorial calendar is meant to complement the TBID’s marketing plan as well as
partner activities and community events to ensure overall efficiency and benefit.
Deliverable: Curate an editorial calendar that aligns with marketing efforts and provides an at-a-
glance view of the year’s activities
Timeline: October 2019
Launch the SLO Media Center
As creating awareness of San Luis Obispo is a priority of the public relations strategy, it is imperative that
the media center has the latest destination information. The media center on VisitSLO.com will serve as
a resource in proactive outreach as well as for responding to media inquiries. It will be updated
quarterly with top press mentions as well as hosting story ideas, press releases, itineraries, a media
intake form and key messages.
Deliverable: Work with marketing agency, Matchfire to build out Media Center on new
VisitSLO.com website
Timeline: November 2019
Update Key Messages
Based on SLO’s defined pillars and key messages already in place, we will work to update and improve
upon the current key destination messaging. These pillars represent the core of San Luis Obispo and
guide the storytelling used in public relations.
Pillars/Key Messages:
o Culinary
o Beer/Wine
o Cal Poly
o Family
o Outdoor
o Cultural
Deliverable: Confirm updated key messaging
Timeline: October 2019
Develop Target Media List
This list will be informed by our defined target media list and will include a mix of print publications,
both digital and online. We will also work with our DMO partners to ensure there is minimal duplication
in our pitching efforts.
Deliverable: Pull together list of 70-80 outlets that fit in our target media audience
Timeline: September 2019
City of San Luis Obispo Public Relations Strategic Plan 2019-20
5
Story Ideas & Press Releases
Hosting evergreen story ideas on the media center will ensure consistent brand messaging. General
press releases as well as event releases sent to targeted media will also be available in the media center
to ensure up to date information on San Luis Obispo is readily available.
Deliverable: Posted on media center and on hand for responsive leads
Timeline: September 2019
PROACTIVE MEDIA OUTREACH
At its core, San Luis Obispo’s public relations program will showcase the city’s abundance of activities,
one-of-a-kind experiences and vital and engaging community. SLO’s PR team will act as a resource by
sharing story ideas, creating unique content and assets and engaging both traditional and social media
through an array of media relations tactics.
SLO’s public relations program both amplifies consumer-marketing efforts and reaches audiences
beyond the scope of paid efforts to promote the SLO brand. In addition, successful public relations will
build relationships between SLO, its tourism partners, local businesses and the general public.
Content Pitching
With the media landscape constantly changing, SLO’s efforts in public relations are informed by trends
in consumer travel and by our key messages. Throughout the year, we will be pitching San Luis Obispo to
a variety of editors and freelancers on our targeted media list. This will include event releases as well as
story ideas defined by key messages, travel trends and news hooks.
This proactive work is in combination with responsive content pitching.
Deliverable: Press releases are sent to targeted media 2-3 times per quarter with responsive
lead opportunities coming in daily.
Timeline: Quarterly
Press Visits & FAMS
There is no substitute for experiencing San Luis Obispo firsthand. Press trips play a major role in
generating editorial placements that tell the San Luis Obispo story and showcase our key messages.
These placements inspire travel and educate consumers on the destination.
Deliverable: Secure 5-6 individual media visits
Timeline: Throughout 2019-20
Digital Influencer Hosting
As the digital influencer-sphere is growing, we have dedicated more attention to these content creators.
The public relations team has taken the lead with SLO’s digital influencer strategy and has found success
in the authentic relationship building that defines its approach. We will form partnerships with digital
influencers that are relevant to the SLO brand, resonate with our target audience and have a desired
reach on their platform(s).
City of San Luis Obispo Public Relations Strategic Plan 2019-20
6
Deliverable: Secure 5-6 digital influencer partnerships
Timeline: Throughout 2019-20
RESPONSIVE LEADS
A good responsive strategy takes work, consideration and preparation. The reputation and standing of
the SLO Chamber of Commerce makes it a natural partner for SLO’s tourism PR efforts as media
regularly reach out to the Chamber for destination and visitor information. The efficiency and accuracy
of delivering information on San Luis Obispo to media is vital in positioning ourselves as the expert for
the destination. Having defined information on hand will also guarantee we are prepared to submit
pitches to the 3x daily HARO service should a request fit in with our target audience and overall strategy.
Leveraging Partnerships
Visit California: San Luis Obispo will leverage the large international megaphone that belongs to Visit
California by participating in its PR programs. SLO will regularly submit content to Visit California’s
editorial board, participate in Visit California-led press trips, share content on Visit California’s social
media channels and attend domestic media marketplaces.
Central Coast Tourism Council: SLO will leverage the Central Coast Tourism Council’s growing reach by
participating in its PR efforts and positioning the destination as the heart of the Central Coast.
Visit SLO CAL: SLO will leverage the national and international reach of Visit SLO CAL by partnering
closely with their PR team and participating in their PR programs. SLO will regularly submit content to
Visit SLO CAL’s editorial board, participate in Visit SLO CAL-led press trips and represent through their
channels San Luis Obispo as the heart of SLO CAL.
SLO Coast Wine Collective: Understanding that the budding wine region is a flourishing aspect of our
destination, SLO will work with SLO Coast Wine’s team on telling that story and publicizing the
destination together.
Cal Poly: Cal Poly is not only one of the community’s largest economic drivers, but also a huge draw for
visitors whether they be families of students or those seeking the university’s many cultural offerings.
Through our built-in relationship with Cal Poly, we are able to work with them to get in front of
additional audiences.
MINDBODY: SLO has a great relationship with MINDBODY’s PR team that we will continue to grow
through our joint interest in representing San Luis Obispo as a wellness destination, in addition to
highlighting our community as one where start-ups such as MINDBODY thrive.
SLO Lodging Properties: SLO will work with the city’s lodging partners and their PR teams to lead the
destination portion of any hosted media or FAMS. As there is a shared interest for success of both
promoting the hotels and the destination, this partnership is built in but also tactical in its approach.
Events
While the current PR strategy does not have attending press events as a tactic, the team will remain
open to opportunities as they come and assess participation on a case by case basis.
City of San Luis Obispo Public Relations Strategic Plan 2019-20
7
MEASURING SUCCESS
Develop a system of regular reporting and stakeholder feedback. Monthly written reports of PR
activities and media placements with quarterly presentations to TBID and monthly presentations to PCC.
Delivery of all aspects of strategic plan within 2019-20 timeline.
The public relations team is currently vetting new metrics for reporting through the media monitoring
service we utilize, Cision.
DRAFTSLO TBID
ANNUAL REPORT
2018–2019
DRAFT2 SLO TBID Annual Report 2018-19 A Letter from the Chair
A LETTER FROM THE CHAIR
Another productive year for the SLO TBID. We are pleased to see continuing growth in TOT collections in
the 2018‐19 fiscal year being up 7.3% YOY to just over $8m. This year’s growth exceeded initial City
projections of 5% growth resulting in an additional $169k into the City’s General Fund. Occupancy was
relatively flat (.07% growth), at just slightly under 71% for the year, pointing to an increase in average rate
(up 4% to $153.57), and RevPAR (up 4.1% to $109.77), to substantiate the increase in collections.
We also had some transition this year as Clint Pearce with Madonna Enterprises ended his term. Through
his time on the Board, he provided great leadership and we appreciate his contributions over the years.
We are also pleased to share Pragna Patel‐Muller renewed her position and will continue providing
invaluable contributions for another term and we welcomed new Board Member, Kristin Battaglia.
This year we were fortunate by avoiding any major situations that would impact occupancy or demand in
San Luis Obispo as we once again are seeing regular and uninterrupted travel on Highway 1; a key corridor
for travelers to our city. One of our new hotel partners, La Quinta Inn & Suites San Luis Obispo, celebrated
their grand opening this past May and look to be enjoying brisk business levels already. In the coming
year, we continue to look forward to welcoming the opening of Hotel SLO and Hotel Cerro, with both
expecting to open before the end of calendar 2019. As we add new inventory, and some of our competing
cities to the north and south do the same, it will be most important that we continue working with all our
key partners to drive awareness and demand for hotels in the city.
We continue to see great success with our “Money for a Rainy Day” program, and the new focus “Be Here”
campaign has really taken shape and certainly contributes to the success we had in maintaining our city
occupancy levels and allowed us to grow rate as well at the same time. We added another promotion this
past year between Thanksgiving and Christmas called “Our Gift To You” that had good results and brought
in some new visitors as well. There is even more to come next year as we continue to create new and
inspiring promotions at other times of the year to help spread out and create new demand for our
destination.
Our key partnerships with Cal Poly Athletics, Cal Poly’s Office of Student Affairs (NTSP Program, Parent
Program and the newly developed SLO Discovery Weekend), SLO Coast Wine Collective, and an increased
level of partnership with MINDBODY continue to show our organization’s focus on community outreach
and partnership involvement. As we will continue to mention, none 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
DRAFT3 SLO TBID Annual Report 2018-19 Table of Contents
TABLE OF CONTENTS
Background on TBID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Background ....................................................4
Advisory Body .................................................4
2018–19 Advisory Board ........................................4
Advisory Body Bylaws .........................................5
2018-19 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
2018–19 Financial Statement . . . . . . . . . . . . . . . . . . . . . . . .27
Income ........................................................27
Expenditures ..................................................28
Looking Ahead to 2019–20 . . . . . . . . . . . . . . . . . . . . . . . . . .29
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
TOT Chart 2018–19 .............................................31
TOT Month-to-Month 2018–19 .................................31
OCC Month-to-Month 2018–19 ................................32
ADR Month-to-Month 2018–19 ................................32
RevPar Month-to-Month 2018–19 .............................33
Visitor Personas ...............................................34
DRAFT4 SLO TBID Annual Report 2018-19 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.
2018-19 ADVISORY BOARD
NAME PROPERTY TERM
Dean Hutton Apple Farm 3/31/21
Bruce Skidmore (Chair)Embassy Suites by Hilton San Luis Obispo 3/31/21
LeBren Harris Hampton Inn & Suites by Hilton 3/31/21
Pragna Patel‐Mueller Hotel Buena Vista 3/31/23
Kristin Battaglia*The Kinney SLO 3/31/23
Nipool Patel Lamplighter Inn & Suites 3/31/20
Clint Pearce**Madonna Inn 3/31/19
Matthew Wilkins (Past Chair)Sands Inn & Suites 3/31/20
*Kristin Battaglia was appointed on May 21, 2019 to fill the vacant seat on the TBID Board.
**Clint Pearce completed his second consecutive term on March 31, 2019 and was not eligible for reappointment.
DRAFT5 SLO TBID Annual Report 2018-19
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 2018‐19, the Board met a total of 15 times for scheduled Monthly Board Meetings and Special Board Meetings.
They held nine regularly scheduled Monthly Board Meetings, two Special Board Meetings rescheduled due to
lack of quorum, one rescheduled Special Board Meeting due to staff’s TBID related travel, and three Special
Board Meetings related to TBID 5‐year Strategic Plan development. Additionally, the board utilized the two
standing committees (comprised of Board Members) ‐ the Management Committee and the Marketing
Committee, to execute detailed work and form thoroughly considered recommendations to the Board. In
2018‐19, the Marketing Committee members also served on the joint Event Promotion Committee with
members of the Promotional Coordinating Committee to consider event sponsorship commitments.
Background on TBID
DRAFT6 SLO TBID Annual Report 2018-19
MEASUREMENT FY 2018-19 RESULT % CHANGE FROM FY 2017-18
TOT $8,043,692 7.3 %
Occupancy 70.79 %0.07 %
ADR $153.57 4.0 %
RevPAR $ 109.77 4.1 %
2017-18 Year by the Numbers
2018-19 YEAR BY THE NUMBERS
The 2018‐19 fiscal year produced relative growth in the tourism industry in San Luis Obispo. The City collected
over $8 million dollars (+7.3%) 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 and breaking the eight‐million‐dollar mark.
Additionally, the collections exceeded the City’s forecasted growth (+5%) which in turn contributed nearly
$169,000 more dollars directly into the City’s General Fund.
Although the TOT collection was strong for the City in 2018‐19, this year the occupancy rate in the City remained
flat (+0.07%) resulting in an average annual occupancy rate slightly under 71% for the year. The months showing
the most significant growth in occupancy were August (+6.7%) and April (+5.3). The most negatively impacted
occupancy months were May and June both resulting in a decrease in occupancy of 5% compared to the same
month the prior year.
However, the Average Daily Rate (ADR) was up 4% to $153.57 which nearly doubled the growth from the prior
year. Every month within 2018‐19 out rated the same month in the prior year. Additionally, the RevPAR, defined
as Revenue Per Available Room, grew by 4.1% to $109.77. This means that although the occupancy was flat, the
lodging businesses received higher profits based on rate increases with less day‐to‐day impact on
the properties.
As another measurement of success, the downtown Visitor Center served nearly 85,000 in‐person guests. San
Luis Obispo lodging properties achieved thirty‐one impacted or near sellout weekends in 2018‐19, which is up
by six weekends over the past two years.
2018-19 YEAR BY THE NUMBERS
*see appendix for complete graphs
DRAFT7 SLO TBID Annual Report 2018-19 Strategic Plan Implementation Year & Program Approach
STRATEGIC PLAN IMPLEMENTATION
In 2018‐19 the TBID implemented the final year of the initial five‐year Tourism Strategic Clarity Plan. This
document has served as the framework for the direction and decisions made by the TBID Board for the tourism
program this fiscal year as well as the prior years since its adoption in 2014. As defined within the plan, the TBID
focused on fulfillment of 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
STRATEGIC PLAN INVESTMENT
This year the TBID Board made two significant investments to expand the impact of the and longevity of
their initial strategic plan. Those decisions include the successful acquisition of the tourism URL VisitSLO.com
and the development of their next strategic plan document. The 2019‐24 TBID Strategic Plan development was
DRAFT8 SLO TBID Annual Report 2018-19
TBID CONSTITUENT RELATIONS
As an important commitment to the imperative to “Ensure Organizational Excellence” the TBID Board
expanded their constituent relations efforts in 2018‐19. New this year, after a successful pilot program the TBID
Board issued a quarterly constituent newsletter that provided all interested constituents with information
including updates on Board activities, opportunities for seasonal promotions, and items impacting their
industry. The three newsletters distributed resulted in an open rate of 46%.
Additionally, in 2018‐19 the SLO TBID welcomed new hotel properties in San Luis Obispo. As a means to connect
to the new lodging properties, the Board invited representatives to present at a monthly Board meeting in
order to meet their colleagues and learn about eachother. This practice will continue into 2019‐20 as additional
new lodging properties join the SLO TBID.
As an ongoing effort, in order to keep the lodging constituency abreast of all TBID business, the Board was
assigned properties to laisse. Each board member was responsible for communication with his/her respective
group of hotels and then asked to report out on their findings during the “Hotel Update” portion of each Board
meeting agenda.
Lastly, for the seventh year the TBID leveraged the outreach support of SLO Chamber’s contracted services to
perform weekly lodging call arounds and quarterly hotel visits. This resulted in 3,438 touch points with San Luis
Obispo hotels through phone calls and emails, and four quarterly visits to distribute downtown maps and other
import visitor serving collateral.
Background on TBID
an important step to address the TBID’s imperative to “Ensure Organizational Excellence” as it will give longer
range goals for the Board, create consistency in the program direction as leadership changes, and provide a
framework for new opportunities.
The acquisition of VisitSLO.com marks a milestone for destination promotion in the city of San Luis Obispo.
In 2018‐19, the SLO TBID Board reached a compromise with the San Luis Obispo Chamber of Commerce
leadership regarding the terms of a partnership that would create an online centralized location for San Luis
Obispo visitor information, further the missions both organizations, and ultimately reduce duplication between
the SLO Chamber and the TBID. The compromise included the transfer of ownership of the authoritative
URL, VisitSLO.com from the SLO Chamber to the City’s TBID and would replace the TBID’s current URL,
SanLuisObispoVacations.com, as the official visitor serving website for San Luis Obispo moving toward the goal
to “develop the SLO brand” and overcome the SLO brand log jam.
DRAFT9 SLO TBID Annual Report 2018-19 TBID Activities
TBID MARKETING ACTIVITIES
SNAPSHOT OF THE PROGRESS
In 2018‐19 the TBID Board focused on the following key marketing activities:
• Refresh of “Be Here” campaign which include new 2018‐19 Campaign Production
• Produced 6 Video Ads
• Produced Radio Ad Series
• Produced New “Be Here” Creatives for Print and Digital
• Successful Seasonal Promotions: Our Gift to You & Money for a Rainy Day
• Support of Partnerships & Events
• Support of Influencer Marketing with SLO Chamber
• Continuing with the second year of our 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 and Matchfire as the marketing agencies on record, and
the San Luis Obispo Chamber of Commerce for Public Relations and Guest Service initiatives.
DRAFT10 SLO TBID Annual Report 2018-19 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
After a successful campaign launch in 2017‐18, the TBID marketing campaign titled “Be Here” was refreshed,
enhanced and expanded in 2018‐19. The campaign messaging and aesthetic was meant to inspire visitors to
feel like their true self in San Luis Obispo, and the evolution of the “Be Here” campaign meant to inspire the
emotions connected to why people love visiting San Luis Obispo.
To tell this story, new promotional assets were produced to reach the targeted audience. This included: six
new videos each depicting a persona and popular trip theme as inspiration; a radio campaign geared to a very
prominent listener base; and refreshed creative ads were continuously rolled out for the print placements and
digital campaigns.
DRAFT11 SLO TBID Annual Report 2018-19
WEBSITE
www .SanLuisObispoVacations .com
The City’s official tourism website, SanLuisObispoVacations.com, is the primary marketing tool used to represent
the 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 45% of site sessions‐ this is up from 33% in
2017‐18. The work is done monthly to optimize pages with top keywords, meta tags and meta descriptions, and
ShareSLO blog posts and social content 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.
Additionally, in partnership with the Promotional Coordinating Committee (PCC), the TBID developed a
new calendar of events feature on the website. This calendar of events called “SLO Happenings”
showcases all the events in the city. The SLO Happenings calendar is managed by the TBID, but members
of the community can submit events to be listed. As part of the integrated approach for the SLO
Happenings program, the TBID and PCC also promote the calendar through monthly TBID event
newsletters and on social media through the weekly Ticket Tuesday program. Since its launch in August
2018, the SLO Happenings calendar had 23,758 pageviews.
TBID Activities
Key 2018–19 Website Results:
• 221,062 site sessions
• 412,436 page views
• 187,577 users
• 14,000 referrals to
constituent websites
Highlights of Website Activities:
• Added 10 new pages and updated over 34 pages
• Launched redesigned “SLO Happenings” event calendar
• Revamped homepage
• Continued weekly events management
• Email database transfer
• Updated email sign‐up forms across the site
• Initiated the VisitSLO.com URL transition and website redesign
*see appendix for complete graphs
DRAFT12 SLO TBID Annual Report 2018-19
PAID MEDIA
In 2018‐19, the TBID took a refined approach to paid media based on the insights garnered from the
comprehensive market research study and report in 2018. The goal was to use the findings to better target
audiences with relevant content and reengage existing audiences to create repeat visitors.
In addition to the psychographic targeting based on visitor interests aligned with the visitor personas, the
media strategy targeted the geographic markets of the Bay area (Marin, Santa Clara, San Francisco, San Mateo),
Los Angeles area and Seattle. Paid media was heavily dedicated toward programmatic display, video (including
connected TV), social, email targeting and SEM.
The 2018-19 paid media strategy:
• Targeted advertising geographically, demographically, and psychographically
• Focused on a digital campaign which included programmatic, behavioral, email, and
geo‐ proximity targeting & SEM
• Introduced connected TV & broadcast advertising
• Invested in a new travel site partner, Expedia
• Maintained budget for co‐ops through Visit SLO CAL in order to expand reach and
maximize investments
TBID Activities
*see appendix for persona descriptions
DRAFT13 SLO TBID Annual Report 2018-19
Paid Social Media
In 2018‐19 the TBID continued to invest in paid social media as a
means of advertising, however tactics were changed from that of
prior years with reallocating the investment from Facebook only
into Instagram and Pinterest too. This resulted in a significant
decrease in Facebook results but added new results from the two
new paid channels, Instagram and Pinterest. Instagram saw a
187% increase in impressions allowing the TBID to reach an ever‐
growing audience as Facebook grows older and Instagram grows
more popular. And Pinterest tactics also expanded the reach to
the growing popularity of pinning for trips and itineraries and
travel inspirations.
• Total Social Impressions: 7,387502
Broadcast Advertising
Based on the insights from the market research, in 2018‐19 the TBID invested in a
broadcast advertising campaign via radio. The targeted radio campaign ran in the
Bay Area on the very popular KCBS radio station and a micro‐site that the radio
station had set up for the campaign tracked site visits after the commercial aired.
Results:
• 317 Site Visits within 8‐minutes of those commercials airing
• 5,306 Total Site Visitors
- 80% of Site Visitors were new to the site
TBID Activities
CUMULATIVE DIGITAL ADVERTISING MEASUREMENTS
Total Number of Digital Ad Impressions 12,747,280
Total Number of Clicks 569,612
• Programmatic Display
• Conversion Zone Targeting
• SEM
• Gmail Promotional Tab Targeting
• Facebook
• Instagram
• Pinterest
• Programmatic Video ‐ YouTube
• Programmatic Connected TV
• Visit California E‐Newsletter
• Expedia
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.
DRAFT14 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19
TBID Activities
Search Engine Marketing ‐ SEM
Search Engine Marketing with Google Ad Words is one portion of the TBID’s “always‐on” adverting tactics.
From July 2018‐June 2019, SEM delivered 240,000 impressions and 10,200 direct clicks to the TBID’s website.
The refined messaging in key word phrases and terms zeroed in on top performers that allowed the marketing
agency to adjust the campaign accordingly to ensure a very high click through rate was achieved. The top
performing areas were for the SEM campaign were Los Angeles, San Jose, San Diego, San Francisco, Ventura
and Mountain View.
Print Advertising
Limited print advertising placements were continued in the TBID’s media mix the 2018‐19 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 in cooperative advertising campaigns and with publications of regional partners like Visit SLO CAL, Cal
Poly and Central Coast Tourism Council (CCTC). This year the refreshed creative featured the “Be Here” message
and showcased some of the accolades San Luis Obispo continues to round up from major publications.
Print Advertising Placements included:
• Visit SLO CAL Visitors Guide
• SLO Chamber Visitor Guide
• Cal Poly’s GoSLO Magazine
• CCTC Map
Expedia
Based on the market research performed by the TBID, Online Travel Agencies continue to top the list of ways
visitors book lodging in San Luis Obispo (36%) and second to direct property reservations at 39% of bookings.
Based on this data the TBID pilot tested a partnership with Expedia in 2018‐19. The Expedia partnership
provided San Luis Obispo with a sponsorship page while the campaign ran that provided information to better
inform potential visitors about the destination offerings as well as lodging options. The Expedia campaign ran
from November 2018 – February 2019.
Results:
• Impressions: 1,800,000
• Clicks: 1,100
• Hotel Bookings: $1.8M = 11.6% YOY increase
• Room Nights: 10,700 = 9.8% YOY increase
• ROAS: 51:5
DRAFT15 SLO TBID Annual Report 2018-19 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, 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 public relations outreach.
This year the TBID continued the 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 1,280 new subscribers in 2018‐19. The TBID continued the Welcome Series to
acknowledge new subscribers which achieved a 64% 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 58% open rate including replied response seeking additional
support or commenting on their trip to the area after receiving the personalized email.
Highlights:
• 12 SLO Happenings event emails
• 4 SLO Vacations’ consumer newsletters
• 2 ongoing, automated emails based on user behavior
• 4 Seasonal Promotion emails ‐ Our Gift to You promotion & Money for a Rainy Day promotion
• 5 promotional email for sponsored offers with strategic & event partners
NEWSLETTER ACTIVITY MEASUREMENTS
Total Number of
Newsletters Sent 25
Database Size 31,807
2018-19 EMAIL MARKETING
DRAFT16 SLO TBID Annual Report 2018-19 TBID Activities
SOCIAL MEDIA ‐ #SHARESLO
This year, the TBID continued to captivate ShareSLO fans and grow the social media footprint through
great, engaging content. ShareSLO leveraged user‐generated content, along with adding TBID created
content like the six new videos. With an emphasis on engaging site content, the TBID drove social traffic to
SanLuisObispoVacations.com by linking to relevant content whenever possible, especially through the blog.
ShareSLO continues to maintain a network of engaged social fans on Facebook, Twitter and Instagram.
The total social media engagements across all platforms was 177,252 – with Instagram outperforming other
channels by eight times the results.
The ShareSLO blog, featured on SanLuisObispoVacations.com, continues to perform exceptionally well as a
source to drive traffic deeper into the website.
DRAFT17 SLO TBID Annual Report 2018-19
2018-19 Social Activities Included:
• ShareSLO Blogs: 34 ShareSLO blogs published
• Campaigns: Be Here, Wellness, Bucket List, Things to Do
• Cross‐promotionon Cal Poly social channels
• Launched new Pinterest profile
• VisitCA Twitter Chat participation
• Initiation of live streaming local events on social channels
• Collaboration with SLO Chamber on influencer initiatives
TBID Activities
SHARESLO PROGRAM MEASUREMENTS
Total Number of Blog Posts 34
Total Number of Fans 122,403
Total Hashtag Uses (Instagram & Twitter only) 38,154
Total Video Views (YouTube)47,158
Total Social Engagements 177,252
Total Social Impressions 9,663,112
Ticket Tuesday
As part of the SLO Happenings campaign with the PCC, the TBID rolled out a series on Instagram called
Ticket Tuesdays. Each Tuesday throughout the year, the ShareSLO Instagram page would offer a sweepstakes
for fans to enter to win tickets to various happenings in the city. This on‐going weekly campaign reached over
208,000 people.
DRAFT18 SLO TBID Annual Report 2018-19
Paid Social Media Measurements
TBID Activities
Paid Media Results 2017-2018 2018-2019 % CHANGE
FACEBOOK
Impressions 6,490,594 2,386,982 -63%
Clicks 197,651 4,816 -97%
CTR 3.05% 0.20% -93%
Total Reach 6,490,594 615,690 -90%
Frequency 4.04 3.57 -11.63
INSTAGRAM
Impressions 921,548 2,647,781 +187%
Clicks 3,663 2,106 -42%
CTR 0.40% .08% -80%
Total Reach 524,236 715,764 +37%
PINTEREST
Impressions -2,352,739 -
Clicks -9,349 -
Avg. CTR -0.40% -
Engagements -373,045 -
CTR -175 -
*A strategic reallocation of funds out of Facebook and into other marketing channels is displayed in the downward YOY percentages
DRAFT19 SLO TBID Annual Report 2018-19
PUBLIC RELATIONS
In 2018‐19, the TBID and PCC continued to jointly hold a dedicated 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 2018‐19 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 proved to be successful for San Luis Obispo. During the 2018‐19 fiscal year,
the PR activities generated at least 271 total mentions or media placements that highlighted San Luis
Obispo in international, national, regional and even local publications. Top media coverage included:
VOGUE, Fodor’s, Matador Network, Outside, and Sunset.
Additionally, coordinated media visits or press trips were secured to promote the destination with the
goal of earning valuable editorial coverage. In fiscal year 2018‐19, 45 media outlets, both
domestic and international were hosted in San Luis Obispo.
Best of Lists
• Top Three Destinations for Solo Female Travel
• 10 Stunning Train Trips for an Unforgettable
Vacation in Motion
• If You Road Trip This Summer Make It This One
• 20 Best Weekend Getaways from Every
USA Region
• 9 Travel Destinations That Will Be Huge in 2019
• 16 Destinations You Should Visit Before They
Become Tourist Traps
• 10 Best Places to Stop Along Highway 101
• 2019 Best Affordable US Honeymoon Spots
revealed
• Top 8 Farmers’ Markets to Visit Across America
• The 7 Best Wine Destinations in the World
• From The Mountains To The Coast, These Are 7
Of California’s Most Scenic Towns To Visit
TBID Activities
PUBLIC RELATIONS MEASUREMENTS
Number of Mentions 271
Potential Reach 1,126,325,071
DRAFT20 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19
Influencer Relations
In 2018‐19, the TBID created an Influencer
Strategy & Program aimed at utilizing social
media influencers to build awareness and
reach of San Luis Obispo. While this tactic
was originally approached this fiscal year as a
paid media tactic, through research, testing
and thorough review it was determined that
a media pitching approach (like PR) would
be a more cost‐effective way to garner these
relationships.
In 2018‐19 the TBID welcomed seven social media influencers in San Luis Obispo. A selection of those hosted are:
• Jackie Aanonsen McEwan @glutenfree.followme // 117k followers // culinary & wellness
• Jacki Carr @jackicarr // 16.2k followers // wellness & outdoors (MINDBODY)
• Melanie Phillips @headstandsandheels // 21.4k followers // wellness (MINDBODY)
• Corey Marshall @missfoodieproblems // 79.5k followers // culinary
• Kate Retherford @allthingskate // 44.4k followers // fly‐market
DRAFT21 SLO TBID Annual Report 2018-19
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 2018-19 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 Los Angeles Travel & Adventure Show and the Bay Area 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 event. 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 Getaways sweepstakes.
TBID Activities
CONSUMER TRADE SHOW MEASUREMENTS
Number of Shows Attended 4
Newsletter Registrations Collected 3,528
Industry Tradeshows
For the third consecutive year, 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. In 2018‐19 the tradeshow took place in Anaheim California, which provided new opportunities
for participation and sponsorship. During the three day show booked with intensive prescheduled business
appointments, the TBID met with over 5,055 representatives interested in booking travel to San Luis Obispo.
In addition to the success on the tradeshow floor, the TBID also made the sponsorship investment with
Visit SLO CAL to exhibit in the new California Plaza area added to the show for 2019. As part of the
sponsorship investment and since the show was in California, the TBID was also able to host 30
international media and trade participants in the post tradeshow familiarization tour which among other
destinations in the county featured San Luis Obispo, including Thursday Night Farmers Market, a walking
tour of downtown and a wine tasting experience in the Edna Valley.
DRAFT22 SLO TBID Annual Report 2018-19
SEASONAL PROMOTIONS
Our Gift to You
In 2018‐19, the TBID added a new seasonal promotion to their offerings. This promotion ran from post‐
Thanksgiving to Christmas and was called “Our Gift to You”. It offered $100 to new guests that booked
two or more consecutive nights in a SLO hotel. This promotion was a pilot for a new seasonal promotion.
It garnered 166 room nights booked between November 26 – December 21. Of the 57 qualified
entries, 9% were first time visitors to San Luis Obispo.
Money for a Rainy Day
In light of the previous three years of success, the TBID Board offered the “Money for a Rainy Day”
special promotion again. In 2018‐19, it was intended to drive overnight stays in the City of San Luis
Obispo during the slowest months of the year between January ‐ March. Through the promotion,
visitors were required to book and stay for a minimum of two consecutive nights at a lodging property in
the City of San Luis Obispo and they would receive a $100 cash to spend how they choose. As a result,
the promotion garnered 1,182 qualified room nights during January through March. The campaign
provided a 3:1 return on investment generating over $160,000 in lodging revenue during the promotion period.
TBID Activities
DRAFT23 SLO TBID Annual Report 2018-19 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 2018‐19 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 afterhours phone calls.
The SLO Chamber is contracted for the Visitor Center to answer each call made to the TBID’s 1‐877‐SLOTOWN
number, which 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 2018‐19 over 1,000 calls were answered on the 1‐877‐SLO‐TOWN line, an increase
of 11% over the prior year. Much of this is attributed to the seasonal promotions and the new connections made
with Cal Poly Parents & Supporters.
DRAFT24 SLO TBID Annual Report 2018-19
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 partnership achievements include:
Cal Poly Athletics
• TBID maintains the exclusive hotel industry sponsor to advertise with Cal Poly Athletics
• TBID hosted nearly 650 room nights for visiting teams, recruits, and coaches
• ShareSLO throws 3 first pitches at Cal Poly Baseball
• 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
TBID Activities
DRAFT25 SLO TBID Annual Report 2018-19
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 2018-19, 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
Cal Poly Parent Program strategic partnership continued the series of events called SLO Discovery
Weekends that provide intimate weekend gatherings in SLO for small groups of parents and families. In
2018‐19 two SLO Discovery Weekend sessions were held.
MINDBODY
In 2018‐19 the TBID expanded the partnership with MINDBODY aimed to support the shared goal of
positioning SLO as the “Home of MINDBODY” and a top wellness destination. This partnership included
the TBID’s participation in MINDBODY’s annual client conference, BOLD where the TBID connected with
over 2,000 domestic and international clients. Additionally, MINDBODY and the TBID cohost two key wellness
influencers from destinations like Denver and New York.
TBID Activities
DRAFT26 SLO TBID Annual Report 2018-19
EVENT PROMOTION
In 2018‐2019, the TBID sponsored, promoted, and was represented at more than a dozen 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 2018‐19, 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 Half Marathon
• Festival Mozaic’s Winter Mezzo
• SLO Film Fest
• Sustainable Ag Expo
• Mission College Prep Winter Classic
• Live Oak Music Festival
• Boots & Brews Country Music Festival
• Veg Fest
TBID Activities
EVENT SPONSORSHIP MEASUREMENTS
Number of Events Sponsored 10
Estimated Total Number of Event Attendees
Reached through Sponsorship 20,000
Total Sponsorship Investment $ 134,500
DRAFT27 SLO TBID Annual Report 2018-19
INDUSTRY RELATIONS
California Hotel & Lodging Association (CHLA)
A new industry partnership for the TBID in 2018‐19 is with the California Hotel & Lodging Association
(CHLA). CHLA protects the rights and interests of the California lodging industry. Legislative advocacy,
educational training, communication, and cost‐saving programs are provided for all segments of the
industry. Through the TBID, all lodging properties in the City of SLO are members of CHLA and can utilize
the services offered. In 2018‐19, CHLA provided an educational workshop for all TBID members
regarding key legislative actions and business requirements that will impact the industry.
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 the 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 2018-19, the TBID leveraged the CCTC activities through media and trade leads, blog and
social presence, and international outreach.
Visit SLO CAL
The TBID maintains participation with Visit 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 focuses 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 2019–20, the TBID partnered with Visit SLO CAL on many initiatives including: participation
in IPW & California Plaza activation, Taste Washington, co‐operative software solutions like Crowdriff, and Brand
USA destination page investment.
TBID Activities
DRAFT28 SLO TBID Annual Report 2018-19
2018-19 FINANCIAL STATEMENT
2017-18 Financial Statement
INCOME SOURCE 2018–19
TOT Revenue Assumption (Adjusted Mid Year)$7,875,000
TBID Assessment (20% of TOT Revenue)$ 1,575,000
2017–18 Carryover $ 230,000
TBID Fund Reserve $100,000
2018-19 TBID Program Budget $1,891,600
INCOME
DRAFT29 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19
EXPENDITURE ALLOCATED
Operations/Staffing
Administration Overhead (2% of TBID
Assessment)$ 31,500
Staffing (1 FTE & .75 FTE)$200,000
Contracts & Marketing Projects
AMF/Matchfire - Marketing Contract $850,000
Chamber of Commerce - Public Relations $51,000
Chamber of Commerce - Guest Services $45,000
Chamber of Commerce - Media Monitor $8,400
CCTC Black Diamond Co-op $2,650
FAM Trip Hosting (Media & Influencers)$6,000
AMF/Matchfire - Website Design $35,000
Chamber of Commerce- URL Aquisition $48,500
Partnerships
Cal Poly Athletics $96,500
SLO Wine $18,000
SLO Wine Media Hosting $3,000
Cal Poly Student Affairs $20,000
CCTC East Coast Initiative $5,000
Events Promotion
General Events Promotion $134,000
Event Activation $4,000
Tradeshows
Tradeshows & Travel Shows $45,000
Tourism Conferences $8,000
Tourism Organizations/Research
Central Coast Tourism Council Membership $1,000
Smith Travel Report $3,100
California Travel Association (Cal Travel)$1,000
California Hotel & Lodging Association $ 22,061
Strategic Plan Development $35,000
Research Project $25,000
Support/Meetings
Tourism Program Expenses $7,000
Total Allocated Expenditure $1,705,711
*This figure represents the total allocated expenditures.
The difference will be available for carryover to the 2018-19 program budget.
EXPENDITURES
DRAFT30 SLO TBID Annual Report 2018-19 Looking Ahead to 2018-19
LOOKING AHEAD TO 2019–20
As the TBID moves into 2019‐20, there are three key issues that remain top of mind for the work of the
Board in the next fiscal year:
1. The addition of new inventory in the market
2. The implementation of the new TBID Strategic Plan
3. The required Request for Proposal process for the Marketing Services contract
While these are not the only subjects that the TBID Board will be focused on, these three will influence a
lot of their work efforts.
In addition, other key program activities include:
• Implementation of the 2019‐20 Marketing Plan
• 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
• Leverage dedicated promotions funds to attract fall and winter stays and set aside funds for special
opportunities to attract specific audiences out of market
Overall, the TBID is looking forward to growing the district membership to include new hotel properties
coming into the City of San Luis Obispo and focusing on building the awareness and increasing the
demand for visitors to San Luis Obispo.
DRAFT31 SLO TBID Annual Report 2018-19 Appendix
APPENDIX
TOT CHART 2018-19
TOT MONTH TO MONTH 2018-19
0
2000000
4000000
6000000
8000000
10000000
2018-192017-182016-172015-162014-152013-142012-132011-122010-112009-10
0
200000
400000
600000
800000
1000000
2018-192017-18
JunMayAprMarFebJanDecNovOctSeptAugJuly
DRAFT32 SLO TBID Annual Report 2018-19 Appendix
OCC MONTH TO MONTH 2018-19
ADR MONTH TO MONTH 2018-19
0
20
40
60
80
100
JunMayAprMarFebJanDecNovOctSeptAugJuly
2017-18 2018-19
0
50
100
150
200
2018-192017-18
JunMayAprMarFebJanDecNovOctSeptAugJuly
DRAFT33 SLO TBID Annual Report 2018-19 Appendix
REVPAR MONTH TO MONTH 2017-18
MONTHLY SITE METRICS
0
30
60
90
120
150
2018-192017-18
JunMayAprMarFebJanDecNovOctSeptAugJuly
DRAFT34 SLO TBID Annual Report 2018-19 Appendix
UPPER CRUST
Ages 65+ (Baby Boomers & Silent Generation)
Combined HH Income of $113,000
Urbanicity: Suburban
Household Technology: Above Average
Employment Levels: Mix
Married or divorced, second or third marriages, Empty nester
couples. Blended families with grown kids. Grandparents.
Brand Pillars: Cultural, Culinary, Beer/Wine
MONEY & SHAKERS
Ages 45–64 (Baby Boomers & Silent Generation)
Combined HH Income of $105,000–$130,000
Urbanicity: Suburban and Urban
Household Technology: Average to Above Average
Employment Levels: Management & Professional
Married without children, few children or children in college or new
grandparents. Divorced, remarried, second families.
Brand Pillars: Cal Poly, Culinary, Cultural
DRAFT35 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19
DIGERATI
Ages 35–54 (Generation X, Generation Y, Xennials, Millennials)
Combined HH Income of $128,498
Urbanicity: Urban
Household Technology: Trend Setters (Grew up with Technology)
Employment Levels: Management & Professional (Tech Jobs)
Married with no kids, married with one or two kids, divorced, single
parent, sharing custody, blended families.
Brand Pillars: Cal Poly, Culinary, Beer/Wine, Outdoor, Cultural
READY FOR RETIREMENT
Ages 55+ (Baby Boomers & Silent Generation, Generation X soon)
Combined HH Income of $93,000 (Budget Conscious)
Urbanicity: Suburban
Household Technology: Average
Employment Levels: Management & Professional
Married without children, divorced—blended families, second
families, children out of home, new grandparents.
Brand Pillars: Family, Outdoor, Beer/Wine
Tourism Business Improvement District
Management Committee
Meeting Minutes
Thursday, September 5, 2019 – 10:00 a.m.
City Hall’s Council Human Resources Room - 990 Palm Street, San Luis Obispo
BOARD MEMBERS PRESENT: Members Nipool Patel and Kristin Battaglia
BOARD MEMBERS ABSENT: Pragna Patel-Mueller
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:0 4 a.m.
BUSINESS ITEMS
1. CHLA Membership Renewal Agreement & Fall Educational Workshop
Tourism Manager Cano reviewed the 2018-19 membership benefits with committee
members who discussed membership benefit requests for the 2019-20 year. Additionally,
the committee discussed the Fall workshop as a proposed training over two days in
October including topics and certification as a membership benefit for TBID
Constituents.
2. 2019-24 TBID Strategic Plan Workplan & Priority Review
Tourism Manager Cano walked committee members through the workplan and priority
document prepared by Coraggio Group based on the 2019-24 Strategic Plan. The
committee discussed the initiatives and future ideas to execute them.
3. Board Meeting Management
The committee discussed and provided feedback on ways to improve board meeting
reports, presentations, attendance and governance to improve efficiency.
4. New Business Items
a. Committee Discussion -TMD Discussion
b. Future Agenda Items – none
c. Next Meeting Date – Thursday, October 3, 2019 at 10:00 a.m.
Meeting was adjourned at 11:05 a.m.
Tourism Business Improvement District
Special Marketing Committee Meeting
Meeting Minutes
Wednesday, September 4, 2019 – 10:30 a.m.
Apple Farm – 2015 Monterey Street, San Luis Obispo
BOARD MEMBERS PRESENT: Dean Hutton, Chair Bruce Skidmore, LeBren Harris (departed at
12:50 p.m.)
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:31 a.m.
BUSINESS ITEMS
1. VisitSLO.com Site Development Update
Tourism Manager Cano provided a recap on the new website development status and communications
made by and with the San Luis Obispo Chamber of Commerce on the acquisition. Brittany Garcia of
Matchfire presented the new site’s developments on redesigned pages and requested suggestions and
feedback from committee members.
Recommendation: The committee recommends the presented website with suggested edits to the
Board for approval.
2. 2019-20 Public Relations Strategy Review
Jacqui Clark-Charlesworth presented the draft 2019-20 Public Relations Strategy for the committee’s
review and recommendation to the Board. Committee members provided feedback and suggested
edits.
Recommendation: The committee recommends the 2019-20 Public Relations Strategic Plan as
presented with suggested edits to the Board for approval.
3. SLO Happenings Event Promotion – Q1 Application Review
Committee members evaluated, scored and discussed the 2019-20 Q1 SLO Happenings Event
Promotion applications and established funding recommendations for Board approval as listed below:
1. Central Coast Youth Chorus 2019-20 Concert Series –marketing sponsorship at $1,250
2. Live Oak Music Festival – marketing sponsorship at $1,250; no hosted lodging
3. Mission Prep Christmas Classic –hosted lodging sponsorship up to $10,000
Board Member Harris was recused from discussion due to conflict of interest.
4. New Year’s Eve POPS: A Night at the Oscars - marketing sponsorship at $1,250
5. San Luis Obispo International Film Festival – marketing sponsorship at $8,750
6. SLO Craft Beer Festival - marketing sponsorship at $3,964; no hosted lodging
7. SLO Half Marathon Relay Race + 5k & Kid’s Race & Hall of Fame Ceremony - marketing
sponsorship at $7,500
8. Sustainable Ag Expo & International Sustainable Winegrowing Summit - marketing sponsorship
at $10,000
4. 2019 “Sip, Stay, Save” Promotion Update
This item was tabled due to insufficient meeting time.
5. Central Coast Tourism Council East Coast Initiative
This item was tabled due to insufficient meeting time.
6. 2019-20 Tradeshow Strategy
This item was tabled due to insufficient meeting time.
7. New Business
a. Committee Discussion – none
b. Future Agenda Items – none discussed
c. Next Committee Meeting: Wednesday, October 2, 2019 at 10:30 a.m. in City Hall’s Council
Hearing Room
Meeting was adjourned at 1:11 p.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of August 14, 2019 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, August 14, 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, August 14, 2019 at 5:30 p.m. in the Council Hearing Room, located at 990
Palm Street, San Luis Obispo, California, by Vice Chair Matteson.
ROLL CALL
Present: Committee Members Melissa Godsey, Daniel Levi, John Thomas and Bruce
Skidmore, Vice Chair Dana Matteson
Absent: Committee Members Ryan Heath and Chair Zoya Dixon
Staff: Tourism Manager Molly Cano and Teresa Purrington, City Clerk
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
C.1 Minutes of the Meeting on July 10, 2019
C.2 2019-20 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Activity Report
C.7 TOT Report
Public Comment
None
DRAFT Minutes – Promotional Coordinating Committee Meeting of August 14, 2019 Page 2
--End of Public Comment--
ACTION: MOTION BY MEMBER LEVI, SECONDED BY MEMBER SKIDMORE,
CARRIED 5-0-2 (Member Heath and Chair Dixson absent), to approve the consent agenda items
C1 through C7.
PRESENTATIONS
1. SLO Chamber of Commerce Year-End Report
SLO Chamber of Commerce Visitor Center Communications and Business Education
Director Jacqui Clark-Charlesworth, presented monthly report.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. Banner Project Update
Tourism Manager Molly Cano gave an update on the Downtown Banner project, the
Railroad Square Banner project and the style guide for other banner projects in the future.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
2. Community Placemaking and Beautification Projects
The Committee continued discussing placemaking and beautification projects and provided
their feedback/ideas received from their discussions with other residents, businesses and
organizations.
Public Comment
None
--End of Public Comment--
DRAFT Minutes – Promotional Coordinating Committee Meeting of August 14, 2019 Page 3
No action was taken on this item. Discussions to continue at next meeting.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants-in-Aid (GIA) Update
Member Thomas indicated he met with Greek Festival coordinator regarding the
attendance at the event which exceeded projections on all days.
2. Tourism Business Improvement District (TBID) Board Report
Member Skidmore reviewed the TBID Board meeting of August 14, 2019.
3. Tourism Program Update
Tourism Manager Cano presented an update on the recent and upcoming Tourism Program
activities, including:
Announcing that Chair Zoya will be resigning from the Committee
Working on the Strategic Communications Plan
Conference Center Feasibility Study
Cal Poly presentations
Events application process
Photos of IPW event
ADJOURNMENT
The meeting was adjourned at 7:02 p.m. The next Regular Promotional Coordinating Committee
meeting is scheduled for Wednesday, September 11, 2019 at 5:30 p.m., in the Council Hearing
Room, 990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2019
- Industry Engagement -
Visit SLO CAL
Activity Report, JULY 2019
Visit SLO CAL Hosts DMA West Leadership Summit
July 29-31, Visit SLO CAL hosted DMA West’s annual Leadership
Summit, which took place at the SeaCrest OceanFront Hotel in Pismo
Beach, and attracted CEOs from across the western U.S. Chuck
Davison, President & CEO, participated in several sessions including
an opening leadership learning and tasting session with David
Walker, co-founder of Firestone Walker Brewing Company, and a
panel on destination management, moderated by Chris Fair, President
of Resonance
Visit SLO CAL also organized activities and facilitated a bonfire at the
Oceano Dunes on Tuesday night, complete with s’mores.
Chuck Davison Receives Certified Destination Management
Executive Credential
During Destinations International (DI)’s Annual Convention, Chuck Davison,
President & CEO of Visit SLO CAL, officially received his Certified
Destination Management Executive (CDME) credential, which DI considers
the industry’s highest educational achievement. This credential speaks to the
value Visit SLO CAL brings to this industry. Davison is currently the only
person in the county who has a CDME credential.
Visit SLO CAL Attends Destinations International’s Annual
Convention
July 23-25, Visit SLO CAL President & CEO Chuck Davison, Director of Travel
Trade Michael Wambolt, and Director of Community Engagement & Advocacy
Derek Kirk attended Destinations International’s Annual Convention in St. Louis,
MO.
Key Takeaways:
• There is an industry shift recognizing residents as customers
• We need to be authentic about being inclusive but also stop walking on
egg shells
• Visit SLO CAL is leading the industry with the Destination Management
Strategy – m any are discussing similar work, but very few have actually
begun or have a plan
0
- PR and Travel Trade -
Visit SLO CAL-Assisted Media Placements
• Roadtrippers: Here’s your chance to swim in Hearst Castle’s freshly restored Neptune Pool—if
you can afford it
• Oyster: The Best Places to Travel in August in the U.S.
• Livability: Newlywed bliss on the Central Coast? San Luis Obispo named top honeymoon
destination
• HoneyTrek: SLO CAL: The Best of California’s Central Coast
• Modern Farmer: This Finger Lime Farm Is Nothing to Shake a Finger At
• AARP: Fall Road Trip: California’s Central Coast
• Simplemost: 9 Wine-Country Getaways That Are More Affordable Than Napa
• Outside: Affordable Adventure Trips in North America
Recent Media Hosted
• @Allen_Meyer, July 28-30
Travel Trade
• Upcoming:
o Tour and Travel Sales Mission, Southern CA – October (TBD)
§ $250 Co-op
Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Allegretto featured on
HoneyTrek.com (left);
Shanley Farms
featured on
ModernFarmer.com
(right)
VISIT SLO CAL
WEB ACTIVITY
SESSIONS: 85,978
USERS: 69,100
PAGE VIEWS: 158,975
AVG. PAGE VIEWS/VISIT: 1.85
AVG. TIME ON SITE: 2:34
TOTAL ORGANIC TRAFFIC: 53,092
PARTNER REFERRALS: 12,834
MOST VISITED EVENT PAGE:
CAYUCOS 4TH OF JULY CELEBRATION
(4,826 ORGANIC VISITS)
MOST VISITED BLOG: FOURTH OF
JULY IN SLO CAL (3,681 ORGANIC
VISITS)
VISIT SLO CAL
SOCIAL MEDIA ACTIVITY
FACEBOOK: 58,084
TOT. ORGANIC IMPRESSIONS:
128,009
HIGHEST ORGANIC REACH: HAVE
YOU BEEN UP TO RAGGED POINT?...
(5,783)
HIGHEST ORGANIC ENGAGEMENT:
HAVE YOU BEEN UP TO RAGGED
POINT?... (673)
FOLLOWERS
TWITTER: 8,639
TOT. ORGANIC IMPRESSIONS:
33,290
PINTEREST: 760
INSTAGRAM: 28,868
TOT. ORGANIC IMPRESSIONS:
679,678
VISITOR GUIDE DIST.
SLOCAL.COM: 220
LOCAL DELIVERY: 979
THIS MONTH IN SLO CAL
SUBSCRIBERS 35,483
OPENS: 5,126
THIS WEEK IN SLO CAL
CIRCULATION: 1,848
MOST CLICKED LINK:
STR REPORT
Content R equests
Visit SLO CAL is looking for content regarding the following themes to be shared
on SLOCAL.com and SLO CAL social media channels. Please send all information
and photos to Haley Cahill, Marketing Coordinator, at HaleyC@SLOCAL.com.
• California W ine Month – themes include unique varietals, winemaker
features, wine dogs, perfect pairings, etc.
• C A Surfing Day – themes include SLO CAL surf spots, local surfers,
surfing basics, etc.
• Fall/Harvest – themes include where to go this fall, u-pick farms, what to
pick and when, recipes, events, etc.
June 2019 vs June 2018 Lodging Statistics (STR, Inc.)
SLO CAL
Search Engine Optimization Campaign Update
July 2019
Date: August 5, 2019
Client: SLO CAL
Date Range: July 1 - 31, 2019
Executive Overview:
Organic Traffic Overview:
SEO Snapshot:
YoY Organic Landing Page Traffic Comparison - Top Areas
Listing Pages saw a -13.15% difference in Sessions (-572 Sessions)
Events Pages saw a 12.86% difference in Sessions (2654 Sessions)
Things to Do (Activities) saw a 45.42% difference in Sessions (1459 Sessions)
Blog Pages saw a 19.71 % difference in Sessions (1173 Sessions)
The Home Page saw a -25.8 % difference in Sessions (-1682 Sessions)
Explore Pages saw 29.00 % difference in Sessions (1514 Sessions)
Notes and Recommendations
The four most recent blog posts that you sent over for optimization were responsible for 57 sessions.
Half of those sessions were from pages less than a month old. Paddleboarding: 6 sessions,
8 Wild Animals: 26 sessions,Summer Guide to SLO Children's Museum: 16 sessions,
Farm to Table Paradise: 9 Sessions
Industry Averages:Engagement Metrics Industry Average SloCal.com % Difference
Total Pages Per Session:1.99 1.85 -7.62%
Total Average Session Duration:0:01:47 0:02:34 30.73%
Total Bounce Rate:54.99%54.57%-0.77%
Organic Pages Per Session:2.08 1.98 -5.10%
Organic Average Session Duration:0:01:57 0:02:58 34.31%
Organic Bounce Rate:47.77%49.73%3.95%
SEO Overview
Sessions increased 6.4%. Top Organic Pages by Section : Listing: Irish Hills Natural Reserve, Events: Cayucos 4th of
July Celebration, 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.
What to Do in San Luis Obispo gets 1,600 AMS. "what to do" is a good phrase to use as a related phrase when
creating "things to do" content.
Halloween with its many blog-able activities is just around the corner. Topics to consider: Top Haunted Houses, Top
Trick or Treat Locations for Kids, Top Costume Contests. Top Bars/Nightclubs for Halloween. Most Halloween
activities take place at night which lend itself to developing content and links to places to stay.
Page 2 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: February 1 - July 31, 2019
Total Traffic Overview:
Feb Mar Apr May Jun Jul
Sessions:79,856 106,677 137,526 91,571 94,331 85,978
Users:67,366 90,346 115,996 76,814 79,837 69,100
Bounce Rate:26%30%42%60%58%55%
Pageviews:135,050 169,103 204,819 150,732 165,491 158,975
Avg Pageviews Per Visit:1.69 1.59 1.49 1.65 1.75 1.85
Avg. Session Duration:0:02:24 0:02:17 0:01:59 0:02:15 0:02:27 0:02:34
Total Organic Search Traffic:28,680 37,159 41,686 42,861 45,466 53,092
% of Traffic Organic Search:36%35%30%47%48%62%
Entry Pages From Search:1,712 1,730 1,811 1,871 1,940 2,133
VisitSLOCounty Visits:0 0 0 0 0 0
VisitSLOCounty Bounce Rate:0%0%0%0%0%0%
Mobile/Tablet SnapShot:
Feb Mar Apr May Jun Jul
Sessions:59,045 83,001 110,701 69,668 71,737 64,036
% of Sessions:74%78%80%76%76%74%
Bounce Rate:27%33%44%65%64%60%
Pageviews: 85,403 114,792 147,616 98,319 107,009 101,433
Avg. Session Duration:0:02:00 0:01:56 0:01:44 0:01:54 0:02:03 0:02:11
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Feb Mar Apr May Jun Jul
Total Visits Comparison
Prior Year This Year
0
10,000
20,000
30,000
40,000
50,000
60,000
Traffic Channels
0
50,000
100,000
150,000
Feb Mar Apr May Jun Jul
Mobile/Tablet Visits
Prior Year This Year
Page 3 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: February 1 - July 31, 2019
visitSLOcounty
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Feb Mar Apr May Jun Jul
YoY Users
2017-18 2018-19
0%
10%
20%
30%
40%
50%
60%
70%
Feb Mar Apr May Jun Jul
YoY Bounce Rate
2017-18 2018-19
0
50,000
100,000
150,000
200,000
250,000
Feb Mar Apr May Jun Jul
YoY Pageviews
2017-18 2018-19
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
Feb Mar Apr May Jun Jul
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
Feb Mar Apr May Jun Jul
YoY Avg. Session Duration
2017-18 2018-19
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Feb Mar Apr May Jun Jul
YoY Entry Pages From Search
2017-18 2018-19
Page 4 of 14
Date: August 2, 2019
Client: SLO CAL
Date Range: February 1 - July 31, 2019
Organic Traffic % of Total
Site Traffic
Sessions 53,092 61.75%
Organic Engagement Compared to Site Engagement
Pages / Session 1.98 7.03%
Avg. Session Duration 0:02:58 15.30%
New Sessions 71.67%-4.47%
Bounce Rate 49.73%-8.86%
Search Engine Visits Percent
google 51,407 96.83%
yahoo 713 1.34%
bing 707 1.33%
duckduckgo 187 0.35%
ask 33 0.06%
sogou 18 0.03%
Top 10 Linking Sites Landing Page Visits Percent
visitcalifornia.com /4,836 9.11%
destinationpasorobles.com /event/cayucos-4th-of-july-celebration/4836/3,740 7.04%
reside.org /events-and-festivals/3,182 5.99%
pasowine.com /blog/post/fourth-of-july-the-slo-cal-way/2,606 4.91%
centralcoast-tourism.com /event/annual-4th-of-july-fireworks-celebrate/5949/2,415 4.55%
tombarket.com /events-and-festivals/events-calendar/1,701 3.20%
dmoproz.com /blog/post/insider-tips-15-free-things-to-do-in-slo-cal/1,039 1.96%
coterealtors.com /blog/post/dog-friendly-beaches-abound-in-slo-county/894 1.68%
digitalinteractive.company /event/11th-annual-central-coast-lavender-festival/2150/825 1.55%
centralcoastrealestatephotography.com /explore/pismo-beach-shell-beach/818 1.54%
Organic Search Traffic:
0
10,000
20,000
30,000
40,000
50,000
60,000
Feb Mar Apr May Jun Jul
Organic Visits Comparison
Prior Year Current Year
Page 5 of 14
Date: August 2, 2019
Client: SLO CAL
Date Range: February 1 - July 31, 2019
total
organic
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
Feb Mar Apr May Jun Jul
YoY Organic Users
2017-18 2018-19
0%
10%
20%
30%
40%
50%
60%
Feb Mar Apr May Jun Jul
YoY Organic Bounce Rate
2017-18 2018-19
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Feb Mar Apr May Jun Jul
YoY Organic Pageviews
2017-18 2018-19
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
Feb Mar Apr May Jun Jul
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
Feb Mar Apr May Jun Jul
YoY Avg. Organic Sn Duration
2017-18 2018-19
Page 6 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: July 1 - 31, 2019
Goals:
Goal Completions
Visitors Magazine Request 290
Media Request 0
Meetings RFP 2
Enewsletter Sign-up 126
Top 20 Google Search Console Search Queries:
Queries Clicks Impressions CTR Position
san luis obispo 3,515 140,351 2.50%2.6
cayucos 4th of july 918 2290 40.09%1.7
cayucos 388 16597 2.34%4.4
pismo beach 361 150839 0.24%8.4
san luis obispo events 330 1368 24.12%1.1
pismo beach fireworks 328 2043 16.05%4.8
morro bay 319 66841 0.48%8.3
pismo beach 4th of july 258 901 28.63%2.6
things to do in san luis obispo 254 8414 3.02%5.5
circus vargas 250 2254 11.09%2.9
edna valley wineries 234 1414 16.55%4.5
paso robles 221 70833 0.31%9.9
slo events 209 647 32.30%1.1
pismo fireworks 2019 191 1024 18.65%4.8
avila beach 179 37594 0.48%7.7
pismo beach fireworks 2019 150 1139 13.17%5.8
circus vargas san luis obispo 136 968 14.05%4.6
santa margarita 97 10045 0.97%4.2
shell beach 81 6400 1.27%5.4
arroyo grande 74 12506 0.59%5.7
Page 7 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: July 1 - 31, 2019
Select Google Search Console Search Queries Year over Year Comparison:
Reporting
Month Change Reporting
Month Change
arroyo grande 74 -24 12,506 72
arroyo grande hotels 0 0 118 59
atascadero hotels 0 0 119 53
avila beach 179 55 37,594 598
avila beach hotels 1 0 452 352
cambria ca 15 -68 4,959 -9,806
cambria ca hotels 0 0 417 -22
cayucos 388 301 16,597 2,197
cayucos hotels 0 0 274 211
morro bay 319 87 66,841 -27,477
morro bay hotels 0 0 498 341
nipomo ca 31 1 5,145 -447
nipomo hotels 0 0 20 11
oceano hotels 0 0 93 89
paso robles 221 18 70,833 17,019
paso robles hotels 0 0 486 331
pismo beach 361 -16 150,839 4,353
pismo beach hotels 0 0 967 430
san luis obispo 3515 -1,304 140,351 14,032
san luis obispo hotels 17 17 6,985 6,574
san miguel ca 54 -21 1,372 -682
san simeon 62 -6 21,970 2,980
santa margarita 97 -30 10,045 358
santa margarita hotels 0 0 48 30
shell beach 81 47 6,400 746
shell beach hotels 0 0 257 64
YoY Clicks
Queries
YoY Impressions
Page 8 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: February 1 - July 31, 2019
External Links Listings: Link to Website
Top 10 URLs Total Clicks Top 10 Websites Total Clicks
www.cayucoschamber.com/Calendar.html 911 Swinging Bridge 78
www.experiencepismobeach.com/event/annual-4th-of-july-fireworks-celebration/297/873 Elephant Seal Vista Point 74
vimeo.com/254752474 481 Moonstone Beach 60
www.circusvargas.com/tickets.html 419 Sunbuggy Fun Rentals 57
www.sensoriopaso.com/399 Nitt Witt Ridge 56
pasoroblesdowntown.org/downtown-calendar/292 Charles Paddock Zoo 54
www.groverbeach.org/Calendar.aspx?NID=1&FID=206 287 Mission San Luis Obispo de Tolosa 47
www.seapinesgolfresort.com/concerts-on-the-green 214 Freshwater Fishing Lopez Lake 46
assets.simpleviewinc.com/simpleview/image/fetch/c_limit,q_80,w_1200/https://assets.simpleviewinc.com/simpleview/image/upload/crm/slocal/Field-of-Light-at-Sensorio_Copyright---2019-Bruce-Munro.-All-rights-reserved.-Photography-by-Serena-Munro_10_a55c862b-5056-a36a-0b4925d3683d9ca4.jpg200Wolff Vineyards Edna Valley 46
www.midstatefair.com/193 Hardie Park 45
Listings: Link to Detail
Top 10 Listings Total Clicks
Swinging Bridge 124
Nitt Witt Ridge 110
Ragged Point Beach 63
Morro Bay State Park 60
Bishop Peak 51
Festival Mozaic 49
Hearst Castle 49
San Luis Obispo Farmers Markets 49
Avila Beach Horseback Riding 46
El Moro Elfin Forest 44
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Feb Mar Apr May Jun Jul
External Links Total Clicks
Page 9 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: February 1 - July 31, 2019
0
1,000
2,000
3,000
4,000
5,000
6,000
Feb Mar Apr May Jun Jul
Listings: YoY Link to Website
Total Clicks
2019 0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Feb Mar Apr May Jun Jul
Listings: Link to Detail
Total Clicks
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2/1/2019 3/1/2019 4/1/2019 5/1/2019 6/1/2019 7/1/2019
Total Partner Referrals
Page 10 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: July 1 - 31, 2019
Demographics & Interests
Affinity Categories:
Top 10 Affinity Categories Visits
Shoppers/Value Shoppers 18,651
Travel/Travel Buffs 16,833
Sports & Fitness/Health & Fitness Buffs 16,684
Food & Dining/Cooking Enthusiasts/30 Minute Chefs 16,177
Lifestyles & Hobbies/Art & Theater Aficionados 15,540
Lifestyles & Hobbies/Business Professionals 14,947
Media & Entertainment/Movie Lovers 14,716
Banking & Finance/Avid Investors 14,045
Lifestyles & Hobbies/Outdoor Enthusiasts 13,856
Technology/Technophiles 13,430
Other Categories:
Top 10 Categories Visits
Arts & Entertainment/Celebrities & Entertainment News 10,972
Food & Drink/Cooking & Recipes 5,252
News/Weather 4,083
Travel/Hotels & Accommodations 3,899
Travel/Air Travel 3,762
Arts & Entertainment/TV & Video/Online Video 3,553
Real Estate/Real Estate Listings/Residential Sales 3,493
Arts & Entertainment/TV & Video/TV Shows & Programs/TV Reality Shows 3,288
News/Sports News 3,264
Online Communities/Social Networks 2,867
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
3.49%
14.04% 11.74% 10.33% 11.23% 9.36% 1.86%
9.77%
8.67%
7.32% 6.41%
5.78%
18-24 25-34 35-44 45-54 55-64 65+
Age Group by Gender Male
Female
Page 11 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: July 1 - 31, 2019
Top Content:Geographic:
Top Landing Pages Entrances
/11,391
/event/cayucos-4th-of-july-celebration/4836/4,109
/events-and-festivals/3,960
/blog/post/fourth-of-july-the-slo-cal-way/2,924
(not set)2,833
/event/annual-4th-of-july-fireworks-celebrate/5949/2,611
/?utm_campaign_=fy20_miles_engagement 2,315
/events-and-festivals/events-calendar/2,141
/?fy20_traffic_awareness_miles=1,544
/blog/post/insider-tips-15-free-things-to-do-in-slo-cal/1,122
Top Content Pages Pageviews
/13,931
/events-and-festivals/7,355
/events-and-festivals/events-calendar/4,894
/event/cayucos-4th-of-july-celebration/4836/4,826
/blog/post/fourth-of-july-the-slo-cal-way/3,681
/event/annual-4th-of-july-fireworks-celebrate/5949/3,196
/things-to-do/3,031
/?utm_campaign_=fy20_miles_engagement 2,597
/stay/1,874
/events-and-festivals/live-music-concerts/1,712
Top Exit Pages Exits
/7,929
/event/cayucos-4th-of-july-celebration/4836/4,041
/blog/post/fourth-of-july-the-slo-cal-way/2,725
/events-and-festivals/2,708
/event/annual-4th-of-july-fireworks-celebrate/5949/2,594
/events-and-festivals/events-calendar/2,029
/?utm_campaign_=fy20_miles_engagement 1,886
/?fy20_traffic_awareness_miles=1,407
/things-to-do/1,192
/event/11th-annual-central-coast-lavender-festival/2150/913
15%
10%
7%
2% 2%
2%
2%
2%
2%
1%
56%
Top Cities Los Angeles
San Francisco
San Luis Obispo
Paso Robles
Atascadero
Baywood-Los
Osos
Arroyo Grande
Phoenix
78.5%
3.7% 3.5%
2.4%
2.2%
2.2% 1.4% 0.8%
0.5% 0.5%
4.1%
Top States California
Texas
Arizona
Washington
Nevada
Colorado
Illinois
New York
Virginia
Florida
Other
27.62%
22.15%
17.66%
3.82%
3.42%
3.16%
3.04%
2.35%
2.13%
2.11%
12.53%
Top Metros Los Angeles CA
Santa Barbara-Santa Maria-San Luis Obispo CA
San Francisco-Oakland-San Jose CA
Fresno-Visalia CA
Phoenix AZ
Dallas-Ft. Worth TX
Sacramento-Stockton-Modesto CA
Seattle-Tacoma WA
Denver CO
San Diego CA
Other
Page 12 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: July 1 - 31, 2019
Top Referrers:
Sessions Bounce Rate Avg. Session Duration Pages / Sessions
visitcalifornia.com 1,026 38.79%0:04:05 2.54
m.facebook.com 760 73.82%0:01:18 1.41
avilavillageinn.com 480 39.58%0:03:34 2.43
visitavilabeach.com 321 47.35%0:03:04 2.18
facebook.com 309 81.55%0:01:05 1.35
slocal.com 281 55.16%0:00:49 1.95
slocal.simpleviewcms.com 218 11.93%0:12:08 5.04
blog.thediscoverer.com 129 62.79%0:01:45 1.51
l.instagram.com 74 62.16%0:02:17 1.54
l.facebook.com 65 55.38%0:02:51 1.82
Totals 4,949 49.46%0:03:16 2.23
Top Campaigns:
Campaign Source / Medium Sessions % New Sessions Avg. Session Duration Bounce Rate
Sitelink goodway / sem 1,257 78.68%0:01:37 62.21%
fy20_miles MiQ / display 613 87.77%0:01:30 65.74%
fy20_miles Sojern / display 575 75.30%0:01:01 70.09%
CA_TO-DO goodway / sem 228 84.65%0:01:08 71.05%
fy20_video_miles facebook / video 202 96.53%0:00:33 79.70%
fy19_miles_dallas adara / display 172 33.72%0:01:43 76.16%
fy20_miles_video facebook / video 127 98.43%0:00:44 76.38%
CA_OUTDOOR goodway / sem 96 91.67%0:01:14 64.58%
CA_BEACH goodway / sem 34 67.65%0:04:03 41.18%
fy20_miles Sharethrough / Native 29 0.00%0:01:31 31.03%
fy19_miles youtube / video 19 89.47%0:00:40 73.68%
CA_TRAVEL goodway / sem 15 86.67%0:00:11 86.67%
visitslocalfall goodway / social 12 75.00%0:01:37 58.33%
fy19_miles facebook / video 6 0.00%0:05:38 16.67%
fy20_miles Sharethrough / Video 6 16.67%0:01:24 66.67%
Totals 3,438 78.71%0:01:23 66.52%
Referrer
Page 13 of 14
Date: August 5, 2019
Client: SLO CAL
Date Range: July 1 - 31, 2019
In-MarketVs Visitor:
4,964
16,981
0 5,000 10,000 15,000 20,000 25,000 30,000 35,000
In-Market
Out of Market
Desktop Visits
11,034
52,998
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
77.38%
22.62%
82.77%
17.23%
Page 14 of 14