HomeMy WebLinkAbout09-11-2019 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, September 11, 2019
5:30 P.M.
City Hall – Council Hearing Room
The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the quality of
life available to all residents of and visitors to San Luis Obispo and (2) promote, in a manner consistent with
long-range community goals, the development of San Luis Obispo as a regional and tourist center.
CALL TO ORDER: Chair Zoya Dixon
PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you may
address the Committee on items that are not on the agenda but are of interest to the public and within the subject
matter jurisdiction of the Promotional Coordinating Commi ttee. The Committee may not discuss or take action
on issues that are not on the agenda other than to briefly respond to statements made or questions raised or ask
staff to follow up on such issues.
CONSENT ITEMS
C.1 Minutes of the Meeting on August 14, 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
C.8 Minutes of the Special Meeting on August 13, 2019
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE 10 mins
Representative from the SLO Chamber will present the report for the public relations activities that
occurred over the past month.
BUSINESS ITEMS
1. 2019-20 STRATEGIC COMMUNICATIONS PLAN 20 mins
Representative from the SLO Chamber will present the 2019 -20 Public Relations Strategic
Communications Plan for the Committee’s approval.
2. DOWNTOWN VITALITY MAJOR CITY GOAL 20 mins
Economic Development Manager, Charlene Rosales will present the 2019 -21 City Council Major City
Goal of Downtown Vitality. The committee will review and discuss potential opportunities for PCC
integration in the workplan.
3. BANNER PROJECT UPDATE 15 mins
The Committee will review the status of the banner project including the railroad square banners and the
style guide development.
PCC LIAISON REPORTS & COMMUNICATION
At this time Committee members make announcements, report on activities, refer to staff issues for study and
report back to the Committee at a subsequent meeting.
1. GIA UPDATE – LIAISON REPORT
2. TBID BOARD REPORT – TBID Meeting Minutes: August 14, 2019
3. TOURISM PROGRAM UPDATE
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 – 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
Community Promotions Budget 2019-20
Budget 2019-20 Amount
Budget 405,302$
2018-19 Encumbrances
Returned Funds (GIA)
Total Budget 405,302$
Expenditure Last Updated 9/6/2019
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ GIA Recipients
Grants-in-Aid Promotional Support Contract 30,000$ Chamber of Commerce
Community Placemaking & Beautification Projects 50,000$ Various
SLO Happenings Program 15,000$ Matchfire
General Contract Services 2,400$ Various
Visitors Center 119,600$ Chamber of Commerce
PR Contract 34,000$ Chamber of Commerce
Communications Plan Consultant Services 2,000$ Jennifer Sweeny Consulting
Downtown Maps 9,000$ Chamber of Commerce
Support Cost 5,000$ City Administration
Administration 38,302$ City Administration
Total 405,302$ -$ -$
Funds Remaining -$ -$
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
Grants-in-Aid Marketing Support August 2019 Report
Organization Event EC PR PC VC SM MTG ES ST HD TT DS
Associated Quilt Guilds of the Central
Coast (AQGCC)Seven Sisters Quilt Show X
Cal Poly Corporation on behalf of Cal
Poly Arts 2019-20 Broadway Series X X X
Canzona Women's Ensemble Canzona Women's Ensemble
Concerts X
Central Coast Ag Network, dba City
Farm SLO and (until 2019) as Central
Coast Grown
City Farm SLO Fall Harvest Festival X
Central Coast Autism Spectrum Center Zombie Invasion SLO
Downtown SLO 24th Annual Concerts in the Plaza X X X X X X X D X D
Ecologistics, Inc./ R.A.C.E. Matters BELONGING X
Foundation for the Performing Arts
Center Family Day at the PAC
History Revisited 35th Annual Central Coast
Renaissance Festival X X D X X D X D D X
Loving Farm Animal Sanctuary Central Coast VegFest
Mission College Prep Love SLO
Opera San Luis Obispo South Pacific: A City Wide Arts
Collaboration
Orchestra Novo 5th Annual POPS ON! Labor Day
Weekend Concert X X D X X X X D X X
San Luis Obispo Master Chorale Series of Concerts Accompanied by
Lectures
San Luis Obispo Railroad Museum Central Coast Railroad Festival
San Luis Obispo Repertory Theatre SLO Repertory Theatre 2019-2020
Season X X X X X X
San Luis Obispo Vocal Arts Ensemble "The Feast of Lights" Choral Concert
by the Award- Winning Vocal Arts
SLO Blues Society SLO Blues Society Dance Concerts
SLO Classical Academy An Evening with Chris Burkard X
Spokes Spokes Nonprofit Symposium X X
St. Andrews Greek Orthodox Church San Luis Obispo Greek Festival X X
The Central Coast Shakespeare Festival Shakespeare Under the Stars X X X X X D X D D X
The Monday Clubhouse Conservancy The Monday Club - Women's Vote
Centennial
United Way of San Luis Obispo Flavors of SLO
Wilshire Hospice Dia de los Muertos X
Black is current month, gray is past work
Boxes marked with "D" indicate that recipients knew about service and declined to utilize.
25 Total; 14 served to date or in progress
EC- Confirmed/added event(s) in local Event Calendars, including: SLO CAL, SLO Chamber, SLO Happenings
PR- Included event(s) in seasonal Press Release sent to local/regional media outlets
PC- Spoke with recipient(s) via Phone Call to review/discuss promotional opportunities and answer questions
VC- Prominently displayed printed promotional materials in Visitor Center; brochures, posters, etc.
SM- Promoted event(s) on SLO Chamber Social Media channels via press release from recipients
MTG- Met with Groups in person and offered public relations advice and support
ES - Included Event(s) in monthly Event Sheet distributed digitally to local hotels.
ST- Sold/are currently selling Tickets for event(s) through the Visitor Center
HD - Included printed promotional material in Hotel Distribution
TT - Recipient participated in Ticket Tuesday
DS - Recipient Declined Services
Report to City of SLO – PCC
Visitor Services Contract
August 2019
Visitor Interaction
August
2018
July
2019
August
2019
Walk-ins 5,833 6,481 6,097
Farmers’ Market* 2,000 1,500 2,000
Phone calls 594 513 588
Emails 462 571 547
*estimate without people counter
Visitor Center Highlights
• Training session with staff on this year’s GIA recipients.
• Farmers’ Market booth every Thursday.
• Enjoyed helping every guest that walked through our door.
Demographic Snapshot
International travelers 542
Asia 1%
Africa 0%
Europe 37%
Australia/New Zealand 18%
United Kingdom 39%
North America 3%
South America 2%
Domestic travelers
(outside of CA.)
670
West 11%
West Coast 27%
East Coast 21%
Southwest 14%
Midwest 22%
South 5%
California travelers 1,679
Northern CA 30%
Southern CA 29%
Central Coast 37%
Central Valley 3%
Desert 1%
Calendar of Events
August
2019
September
2019
Events in
calendar 352 233
SLO Happenings | Monthly Report: August 2019
In August, we continued to build out the SLO Happenings calendar with over 944 events and 33
new events added for the month. Weekly calendar optimization ensured events were properly
represented on the site and that all key SLO events were included.
Social Highlights + Performance
Ticket Tuesday Total
Entries
Total
Likes Total Reach
Wine Class at SLO Provisions 48 189 3,821
Boots + Brews 127 312 6,386
5th Annual Pops ON!31 208 4,684
Cal Poly Football Season Opening Game 23 170 3,397
Total 229 879 18,288
Website Highlights + Performance
In August, we continued to see great engagement metrics for our SLO Happenings content and are
happy to report that we are still seeing increases in overall engagement month-to-month. We saw a
very positive lift in our “Ticket Tuesday” content with a 4% increase in total entries. Month-to-month
”Ticket Tuesday” stats vary based on the event that is being given away, so it is very encouraging to
continue to see our audience so excited week after week.
The SLO Happenings event calendar remained within the top 5 most visited pages on
SanLuisObispoVacations.com with 1,876 pageviews.
Top 5 most visited events:
-Cali Auto Fest
-Sip ‘n Saunter
-Paella Party on the Patio
-Brews + Bites
-Boots + Brews
Email Highlights + Performance
Summary
The SLO Happenings email template was revamped in August to include new
ShareSLO creative and to enhance the mobile experience. The email was sent on
8/8 featuring SLO’s August events around town. Open rate was above industry
standard which is 20%.
-Delivered: 6,128
-Open Rate: 25.6%
-Clicks: 218
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
DRAFT Minutes – Promotional Coordinating Committee Special Meeting of August 13,
2019 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, August 13, 2019
Special Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Special Meeting of the San Luis Obispo Promotional Coordinating Committee was called to
order on Tuesday, August 13, 2019 at 4:30 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 Daniel Levi, John Thomas and Bruce Skidmore, Vice Chair
Dana Matteson
Absent: Committee Members Ryan Heath, Melissa Godsey and Chair Zoya Dixon
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
BUSINESS ITEMS
1. Cultural Grants-In-Aid 2019-20 Recipient Workshop
The committee held a GIA Workshop for all 2019-20 grant recipients to go over the grant
requirements, the promotional support offerings, and a meet-and-greet with the team
members.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
ADJOURNMENT
The meeting was adjourned at 6:00 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
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.
Applica
tion # Event Organization Event (s) Event Date(s)
Main
Contact/Contract
Contact
2019‐20 Funding
Recommendation PCC Comments & Notes PCC Liason
1
Associated Quilt Guilds of the
Central Coast (AQGCC) Seven Sisters Quilt Show June 27 & 28, 2020 Cheryl Zelus $ 5,000.00 toward prioritized list Dana
2
Cal Poly Corporation on behalf
of Cal Poly Arts 2019‐20 Broadway Series
12/1/19, 1/14/20, 1/15/20, 4/9/20,
5/13/20, 6/7/20
Denise Leader
Stoeber $ 6,000.00
toward media plan a minimum of
$1000 per show John
3 Canzona Women's Ensemble
Canzona Women's
Ensemble Concerts November 2019 & March 2020 Jill Whaley $ 1,000.00
toward media plan not the
prioritized list Zoya
4
Central Coast Ag Network, dba
City Farm SLO and (until 2019) as
Central Coast Grown
City Farm SLO Fall
Harvest Festival Sunday, October 20, 2019 Steven Marx $ 1,000.00 toward media plan Dan
5
Central Coast Autism Spectrum
Center Zombie Invasion SLO Saturday, October 26, 2019 Irene Huggins $ 2,500.00 toward media plan Bruce
6 Downtown SLO
24th Annual Concerts in
the Plaza
6/14, 6/21, 6/28, 7/5, 7/12, 7/19,
7/26, 8/2, 8/9, 8/23, 8/30, 9/6, 9/13 Niesha Diaz $ 4,894.00 towards the prioritized list Dana
7
Ecologistics, Inc./ R.A.C.E.
Matters BELONGING February 1‐28, 2020 Stacey Hunt $ 7,500.00 funding as requested Zoya
8
Foundation for the Performing
Arts Center Family Day at the PAC Apr‐20 Erika Neel $ 3,500.00 toward media plan Dana
9 History Revisited
35th Annual Central
Coast Renaissance
Festival July 20 & 21, 2019 Rick Smith $ 4,500.00 toward prioritized list Dan
10 Loving Farm Animal Sanctuary Central Coast VegFest Saturday, April 4, 2020 Tracey Soucy $ 5,000.00 toward media plan Melissa
11 Mission College Prep Love SLO Saturday, March 14, 2020 Chris Blake $ 7,250.00 funding as requested Dan
12 Opera San Luis Obispo
South Pacific: A City
Wide Arts Collaboration October 12 & 13, 2019
Brian Asher
Alhadeff $ 3,000.00
toward the prioritized list;
committee requested that org fill in
historical numbers for the
application in the future John
13 Orchestra Novo
5th Annual POPS ON!
Labor Day Weekend
Concert Sunday, September 1, 2019 Sarah Maggelet $ 2,500.00 toward prioritized list Ryan
14 San Luis Obispo Master Chorale
Series of Concerts
Accompanied by
Lectures November 2019 ‐ April 2020 Clifton Swanson $ 2,400.00 toward prioritized list Zoya
15
San Luis Obispo Railroad
Museum
Central Coast Railroad
Festival October 4,5,6 2019 Saphya Lotery $ 5,000.00 toward out of market advertising Bruce
16
San Luis Obispo Repertory
Theatre
SLO Repertory Theatre
2019‐2020 Season July 1, 2019 ‐ June 30, 2020 Patty Thayer $ 7,000.00 toward prioritized list Dana
17
San Luis Obispo Vocal Arts
Ensemble
"The Feast of Lights"
Choral Concert by the
Award‐Winning Vocal
Arts December 7 & 8, 2019 Sarah Maggelet $ 2,500.00
toward prioritized list excluding
direct mail postcards Melissa
18 SLO Blues Society
SLO Blues Society Dance
Concerts
October & December, 2019
January & February 2020 Michael Inase $ 2,778.00 funding as requested Dan
19 SLO Classical Academy
An Evening with Chris
Burkard
TBD (Friday /Saturday evening in
Feb. or March 2020) Cozy Faber $ 3,500.00
toward the prioritized list;
committee requested that org fill in
historical numbers for the
application in the future Melissa
20 Spokes
Spokes Nonprofit
Symposium Tuesday, September 24, 2019 Consuelo Meux $ 1,600.00
for local non‐profit targeted
advertising including mailing, social
& newspaper John
21
St. Andrews Greek Orthodox
Church
San Luis Obispo Greek
Festival May 29, 30, 31, 2020 Michael Stevens $ 4,600.00 towards prioritized list John
2019‐20 GIA Recipients
22
The Central Coast Shakespeare
Festival
Shakespeare Under the
Stars July 11 ‐ August 3, 2019 Zoe Saba $ 4,000.00
toward prioritized list specifically
the out of county components Ryan
23
The Monday Clubhouse
Conservancy
The Monday Club ‐
Women's Vote
Centennial October 14‐19, 2019
Jennifer
Alderman $ 1,594.00
for exterior banner + advertising
plan Melissa
24 United Way of San Luis Obispo Flavors of SLO Thursday, May 2, 2019 Linda Wingert $ 5,000.00
Toward prioritized list specifically for
local/regional focus, should not to be
used for sunset AAA event calendar Ryan
25 Wilshire Hospice Dia de los Muertos Saturday, November 2, 2019 Jessica Mello $ 6,384.00 towards prioritized list Bruce
$ 100,000.00
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