HomeMy WebLinkAbout10-09-2019 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, October 9, 2019
10:00 A.M.
The Kinney- Gallery Room
1800 Monterey 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.
CONSENT ITEMS
C.1 Minutes of Meeting on Wednesday, September 11, 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 Minutes of Special Meeting on Thursday, September 19, 2019
PRESENTATIONS
1. NEW PROPERTY PRESENTATION: HOTEL CERRO 10 mins
The Board will receive a presentation from Beverley Matthews on the status of the new downtown hotel
property, Hotel Cerro.
2. MARKETING SERVICES QUARTER REPORT 25 mins
Representatives from AMF and Matchfire will present the quarter report for the marketing activities for
the SLO TBID.
3. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT 20 mins
Representatives from the SLO Chamber will present the quarter report for the Public Relations and Guest
Services activities with the SLO TBID.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of
public testimony.
1. 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.
2. 2019-20 TBID BOARD MEETING SCHEDULE 10 mins
The Board will discuss the meeting schedule for the 2019-20 fiscal year including the rescheduling of the
Board meeting in February due to the conference schedule conflicts.
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: No Meeting
3. MARKETING COMMITTEE UPDATE – Minutes: October 2, 2019
4. PCC UPDATE –Minutes: September 11, 2019
5. VISIT SLO CAL UPDATE – Liaison Reports
6. TOURISM PROGRAM UPDATE – Staff Report
ADJOURN.
POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on October 4, 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 9/11/19 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, September 11, 2019
Regular 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, September 11, 2019 at 10:01 a.m. in in City Hall, located at 990 Palm Street, San
Luis Obispo, California, by Chair Bruce Skidmore.
ROLL CALL
Present: Chair Bruce Skidmore and Board Members Nipool Patel, Dean Hutton, LeBren Young-
Harris, Pragna Patel-Mueller, and John Conner
Absent: Pragna Patel-Mueller and Kristin Battaglia,
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Madison Quiring, Communications Manager of Visit SLO CAL.
--End of Public Comment--
OATH OF OFFICE
Board Member John Conner was sworn in by City Clerk, Teresa Purrington.
CONSENT ITEMS
C.1 Minutes of Meeting on 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
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER HARRIS, SECONDED BY COMMITTEE
MEMBER CONNER, CARRIED 5-0-2, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 9/11/19 Pg. 2
ACTION: MOTION BY COMMITTEE MEMBER PATEL, SECONDED BY COMMITTEE MEMBER
HUTTON, CARRIED 4-0-3 (HARRIS RECUSED), TO APPROVE THE CONSENT AGENDA ITEM 6.
BUSINESS ITEMS
1. 2019-20 STRATEGIC COMMUNICATIONS PLAN
As recommended by the Marketing Committee, Jacqui Clark-Charlesworth the SLO Chamber’s PR
representative, presented the 2019-20 Public Relations Strategic Communications Plan for the
Board’s review and approval.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HUTTON, SECOND BY BOARD MEMBER
CONER, CARRIED 5-0-2, to approve the presented 2019-20 Strategic Communications Plan.
2. 2018-19 TBID ANNUAL REPORT
The Board viewed the FY 2018-19 TBID sizzle reel to accompany the reviewed annual report for
recommendation to City Council on October 1, 2019 and provided feedback. Feedback included
extending the data driven slides times within the sizzle reel is possible. Agency representatives
addressed questions and will work with staff in updating the sizzle reel slides.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER HUTTON,
CARRIED 5-0-2, approved the presented 2018-19 FY Annual Report and sizzle real with discussed
time edits to be recommended to City Council at the October 1, 2019 meeting.
3. VISITSLO.COM WEBSITE
As recommended by the Marketing Committee, Brittany Garcia of Matchfire presented 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.
Public Comments:
Jim Dantona, President and CEO of the San Luis Obispo Chamber of Commerce.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER CONNER, SECOND BY BOARD MEMBER PATEL,
CARRIED 5-0-2, to approve the presented website and to go live.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 9/11/19 Pg. 3
4. CCTC EAST COAST INITIATIVE CO-OP
Tourism Manager Cano presented an update on the CCTC East Coast initiative including the campaign
direction and brand development for the Board’s co-op consideration. Board members discussed the
different co-op options and requested staff’s recommendation.
Public Comments:
Madison Quiring, Communications Manager of Visit SLO CAL.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER CONNER, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0-2, to approve $10,000 and commit TBID’s participation in the CCTC co-op
at the Gold Sponsorship tier from the existing marketing co-op budget.
5. MARKETING SERVICES RFP PROCESS
Tourism Manager Cano introduced the general Request for Proposal (RFP) process and timeline for
the upcoming Marketing Services contract. Board members discussed the workplan and Board Chair
Skidmore recommended a taskforce including one member from the Management Committee, one
member from the Marketing Committee and Board Chair. Board member Conner, Battaglia and Chair
Skidmore was appointed to the taskforce.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER CONNER,
CARRIED 5-0-2, to approve a taskforce consisting of marketing committee member Conner,
management committee member Battaglia, and chair Skidmore to begin work on the RFP workplan.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update – Board members reported on their constituent outreach and communications about
the TMD renewal including Sands Inn & Suites having a new General Manager, Sum Beam has a
new point of contact and previous Vice Chair Wilkins may come to a future meeting as public.
2. Management Committee Update - September 5, 2019 minutes are in the packet for review.
3. Marketing Committee Update – September 4, 2019 minutes are in the packet for review.
4. PCC Update – Chair and PCC member Skidmore provided highlights on the August 14, 2019
meeting and reported that PCC member Matteson will be stepping in as the new chair as Chair Dixon
moves outside of city limits.
5. SLO CAL Update – Tourism Manager Cano; Visit SLO CAL Activity Report & STR in agenda
packet.
6. Tourism Program Update – Tourism Manager Cano and Tourism Coordinator Burns reported on
the following:
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 9/11/19 Pg. 4
• CHLA Workshop on Tuesday, October 22, 2019
• The new Fall promotion, Sip, Stay and Save will begin October 1, 2019
• Google My Business Workshop on Tuesday, September 24, 2019
• Upcoming TBID Meetings:
o Marketing Committee on Wednesday, October 2rd, 2019 at 10:30 a.m.
o Management Committee on Thursday, October 3rd, 2019 at 10:00 a.m.
ADJOURNMENT
The meeting was adjourned at 12:03 p.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, October 9, 2019 at 10:00 a.m., at The Kinney, 1800 Monterey Street, San Luis
Obispo, CA.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
September 2019WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 63.3 76.3 67.0 121.38 180.77 140.71 76.83 137.99 94.30 -1.6 2.9 -0.2 -4.9 1.0 -2.2 -6.5 3.9 -2.4City of Pismo Beach 68.2 85.2 73.0 169.72 220.82 186.74 115.76 188.05 136.41 1.4 7.3 3.3 -3.2 -1.7 -2.3 -1.8 5.4 0.9City of San Luis Obispo 63.8 79.3 68.2 145.98 194.58 162.12 93.08 154.23 110.55 0.1 2.7 1.0 2.2 -0.71.2 2.4 2.0 2.3City of Morro Bay63.4 83.8 69.2 134.43 192.88 154.64 85.22 161.58 107.04 2.8 7.4 4.3 -3.7 0.1-1.8 -1.0 7.5 2.5WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 63.9 89.0 71.1 111.02 202.24 143.66 70.96 180.04 102.13 -9.3 -0.6 -6.4 -3.4-1.3 -1.1 -12.4 -1.8 -7.4City of Pismo Beach 71.4 93.6 77.7 143.81 251.27 180.77 102.64 235.06 140.48 4.8 0.4 3.3 -2.0 -0.9 -2.0 2.7 -0.4 1.2City of San Luis Obispo 67.8 91.7 74.6 136.88 239.85 173.02 92.84 219.93 129.15 1.8 1.5 1.7 1.1 4.0 2.4 2.9 5.6 4.2City of Morro Bay64.9 92.1 72.7 114.94 204.58 147.42 74.58 188.51 107.13 -1.1 2.5 0.2 -2.6 0.7 -0.5 -3.7 3.2 -0.3WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 73.8 91.0 78.7 120.66 192.71 144.45 89.08 175.37 113.74 4.8 1.1 3.5 5.9 -3.31.2 11.0 -2.2 4.8City of Pismo Beach 75.2 92.8 80.2 144.24 229.32 172.36 108.40 212.74 138.21 7.3 3.4 6.0 -0.8 0.2 -0.7 6.5 3.7 5.2City of San Luis Obispo 71.7 87.8 76.3 138.78 191.93 156.26 99.49 168.47 119.20 5.4 -0.8 3.3 8.3 5.26.5 14.1 4.4 10.0City of Morro Bay69.7 87.7 74.9 116.21 185.34 139.35 81.05 162.60 104.35 2.1 -5.2 -0.5 0.4 0.7 -0.3 2.6 -4.6 -0.7WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 71.7 93.2 77.9 118.21 197.71 145.40 84.81 184.35 113.25 7.1 8.9 7.7 4.1 3.0 3.8 11.4 12.2 11.8City of Pismo Beach 79.5 91.5 82.9 141.93 225.09 168.15 112.79 205.94 139.40 14.8 5.3 11.6 -2.91.7 -1.8 11.5 7.1 9.6City of San Luis Obispo 76.0 90.8 80.2 137.66 194.48 156.03 104.63 176.66 125.21 10.2 5.4 8.6 2.6 0.0 1.1 13.1 5.4 9.8City of Morro Bay72.2 91.9 77.8 119.14 184.82 141.30 85.99 169.78 109.93 5.6 5.9 5.7 1.7 3.1 2.3 7.4 9.2 8.2Current Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParRevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week Totals Percent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRWeek of September 22, 2019 to September 28, 2019Week of September 15, 2019 to September 21, 2019Week of September 8, 2019 to September 14, 2019Week of September 1, 2019 to September 7, 2019
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2019
Implementation
1) Finalized approved 2019-20 PR Strategic Plan
2) Completed development of targeted media list
3) Completed 2019-2020 editorial calendar
4) Began drafting 2019-2020 key messages
5) Worked with Matchfire to start building media center page for VisitSLO.com
Proactive Media Outreach
1) Pitched TBID’s ‘Sip, Stay & Save’ promotion to multiple outlets
2) Continued planning digital influencer activation for ‘Sip, Stay & Save’ promotion
3) Finalized Visit CA Gold Pass journalist, Bijan Bayne’s itinerary on assignment for AFAR and JustLuxe
4) Continued planning Kate Retherford’s “Be together here” focused itinerary
5) Continued planning media visit with Tanvi Chheda on assignment for Travel + Leisure
6) Pitched the ‘Google My Business’ workshop hosted by Visit SLO CAL & TBID in partnership with Downtown SLO
& the SLO Chamber
7) Sent out City fall events press release to local and regional media
Partnerships
1) Pitched and subsequently coordinated interviews with Lonely Planet for Farmhouse Corner Market’s chef &
Malene’s winemaker via a Visit SLO CAL opportunity
2) Connected SLO Coast Wine with Visit SLO CAL to feature bio-dynamic wineries through Fodor’s & Oyster
3) Continued planning San Luis Obispo activation for Visit SLO CAL ‘Back to Roots’ FAM
4) Continued working with The Kinney’s PR team to plan FAM
5) Met with Visit SLO CAL to discuss future partnerships
6) Met with Mindbody about future wellness activations trips in 2019-20
7) Submitted content for Visit California’s September PR story ideas:
o Hotel Cerro – San Luis Obispo
o Hotel San Luis Obispo
o The Carrisa – SLO Brew
o San Luis Obispo Public Market at Bonetti Ranch
o New non-stop flights to San Diego, CA and Portland, OR from San Luis Obispo
o San Luis Obispo’s Children’s Museum new exhibit: Mission to Mars
o REI – Co-op Store, San Luis Obispo
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2019
Media Placements
1) The Winners of Our Readers’ Choice 2019 Travel
Awards
San Luis Obispo’s downtown Farmers’ Market was
chosen through Sunset Magazine readers’ poll as the
best farmers’ market on the West Coast. SLO also won a
notable mention for best bike town.
UVPM: 4M
2) Want to tour SLO wine country? You can get free Uber
rides with a hotel stay
The Tribune shared TBID’s ‘Sip, Stay & Save’ promotion
online and in print. The article reported on the
specifications of the deal and Harvest events happening
within the timeframe.
UVPM: 850K
3) Central Coast Inn-Escapable: 3 beautiful SLO County
hotels
The Mercury News highlighted places to stay while in SLO
including the Kinney and Hotel SLO. We partnered with
SLO Coast Wine to coordinate Bay Area News Group
writer, Jessica Yadegaran’s stay at the Kinney and met
with her to share more about San Luis Obispo.
UVPM: 8.9M
AD VALUE: $40.9
4) Central Coast: 5 great new San Luis Obispo County
restaurants
The Mercury News published another piece in their
Lifestyle section by Jessica Yadegaran which highlighted
restaurants, including Farmhouse Corner Market and all
it has to offer, menu and market wise saying she,
“…simply didn’t want to leave.”
UVPM: 9M
AD VALUE: $61.1
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2019
5) San Luis Obispo city guide: Where to eat, drink, shop
and stay on California’s Central Coast
Yahoo! Lifestyle noted that San Luis Obispo basks in its
location, “surrounded by wineries, volcanic mountain
peaks and pale, velvety hills”. We worked with Ella
Buchan of The Independent UK to share what’s new in
SLO. Her story included the new hotels, wineries &
Farmers’ Market.
UVPM: 8.8M
6) The Dog-Lovers Shopping Guide to San Luis Obispo
We connected with travel writer Belinda Jones through
Visit SLO CAL to assist on a San Luis Obispo feature for
her blog. She featured an extensive round-up of local SLO
retail owners and their furry friends highlighting the
many businesses on her blog, Bodie on the Road.
7) Your Laid-Back Coastal Getaway Awaits: The Best Things
to Do in San Luis Obispo
PureWow touted SLO as having a “smattering of college
cool” a few hours north of LA. The piece included staying
at the Kinney and wine tasting in Edna Valley on its short
list of must-sees in SLO.
UVPM: 3.83
AD VALUE: $880
8) A Tasting Yurt, an Airstream, and More Unique Ways to
Experience Wine in the West
Sunset Magazine included Malene Wines custom 1969
Airstream in their top unique ways to wine taste on the
West Coast.
UVPM: 2.06M
AD VALUE: $948
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2019
9) Alaska Airlines announces San Luis Obispo flight
Multiple outlets including Travel Daily, Aviation Pros &
Travel Codex covered Alaska Airline’s new daily nonstop
service from SLO to San Diego and Portland stating that
the new flights offer travel enthusiasts “easier connectivity
to California’s fastest growing wine and recreation
region.”
UVPM: 1.6M
AD VALUE: $374
10) New San Diego Air Routes Open to Central California and
Oregon
The Coronado Times reported on the new flights out of
SLO, saying it offers more flexibility to the student
population as well as tourist and business travelers coming
to the west coast.
UVPM: 53.9K
AD VALUE: $12
11) 5 SERIOUS BEERCATION HOTELS
American Craft Beer included SLO Brew Lofts in their list
of five hotels across the U.S. for serious beer lovers noting
the proximity to good beer, vibes and SLO’s urban
aesthetic.
UVPM: 19.8K
AD VALUE: $4.6
12) Best B&Bs and Boutique Hotels in California’s College Towns
California Association of Boutique & Breakfast Inns put a
spotlight on SLO, noting Cal Poly as one of the largest
campuses in the U.S. and the alma mater to many in
Silicon Valley. The piece listed an array of properties,
including Petit Soleil, Granada Hotel & Garden Street Inn.
Report to City of SLO – TBID and PCC
Public Relations Contract
September 2019
13) San Luis Obispo, Calif., gets new full-service luxury hotel
Hotel Management reported on Hotel Cerro’s opening,
specifically calling out it’s LEEDS certification and
sustainable features such as the edible herb garden and use
of natural products.
14) Central Coast Living: First look at the renovated Octagon
Barn property
KSBY reported on the grand reopening of the Octagon Barn
and the community celebration that took place.
UVPM: 189K
AD VALUE: $43
HAPPENING NOW
• VisitSLO.com Launch in September
• Sizzle Reel & Annual Report Presentations
• Fall Promotion Launch
• Be Here Creative Planning
KEY WEBSITE OVERVIEW & METRICS
September was the offi cial launch of VisitSLO.com with
more comprehensive vacation planning tools, which
in turn brought our website a new audience. With
the launch of a new URL comes expected challenges
in terms of Google site health and search. The team
is working to navigate and remedy those changes.
However, the site did see a slight increase in site users
with at 2% increase and did see a 17% increase in hotel
page views, when compared to 2018. A total of 85% of
site users were new.
SEPTEMBER 2019Agency Report
Metrics Month Totals YoY % Change
Sessions 14,498 -3%
Page Views 26,746 -10%
Users 12,561 +2%
1 Hour
2 Hours
3 Hours
SANTA
BARBARA
FRESNOFRESNOFRESNOFRESNOFRESNOFRESNOFRESNOFRESNO
SANTASANTASANTASANTASANTACRUZ
MONTEREYMONTEREYMONTEREYMONTEREYMONTEREYMONTEREYMONTEREYMONTEREY
SAN
SIMEON
BIGBIGBIGSUR
SAN FRANCISCO(3.5 hrs. from SLO)
HEARST CASTLE
(1 hr. from SLO)
LOS ANGELES
(3.5 hrs. from SLO)
VisitSLO.comVisitSLO.comVisitSLO.com
Pages Month Totals YoY % Change
Hotel 3,416 +17%
Homestay 225 -30%
WEBSITE AUDIENCE
WEBSITE PAGEVIEWS
EMAIL OVERVIEW & HIGHLIGHTS
56 new leads were added to our database from the
email sign-up form on our website. Our newsletter
audience continues to be very engaged with our
content with an average 47% open rate during the
month of September. That is over double the industry
standard of 20%.
• Ongoing: Welcome Series, SLO Happenings,
Hotel Abandonment
• Consumer Newsletter: Sip, Stay + Save
• Website: VisitSLO.com Announcement
SHARESLO OVERVIEW & HIGHLIGHTS
Our social channels continue to show successful
growth and engagement. Instagram is a standout
channel where we are seeing the most engaged
audience who actively interacts with our content. We
saw a 44% increase in total followers when compared
to 2018 and 3,274 uses of #ShareSLO. As Pinterest is
one of our newest channels we are excited to see that
our channel served 3,569 total impressions and our
audience has grown to 1,263 people.
KELSEY SEE CANYON WINERY
CROMA VERA WINES
El Lugar Wines
Devolet Wines
CAL POLY WINE & VITICULTURE
TIMBRE WINERY
LAETITIA VINEYARD & WINERY
WOLFF VINEYARDS
SAUCELITO CANYON
VINEYARD
CAMBRIA
TEMPLETON46
SANTA ROSA CR
E
E
K
R
D
GREEN V
A
L
L
E
Y
R
D
1. AUTRY CELLARS
2. BAILEYANA, TANGENT & TRUE MYTH
3. BIDDLE RANCH VINEYARD
4. CAL POLY WINE & VITICULTURE
5. CENTER OF EFFORT
6. CHAMISAL VINEYARDS
7. CLAIBORNE & CHURCHILL WINERY
8. CROMA VERA WINES
9. EDNA VALLEY VINEYARD
10. FILIPPONI RANCH
11. KELSEY SEE CANYON WINERY
12. KYNSI WINERY
13. LAETITIA VINEYARD & WINERY
14. MALENE WINES
15. PELOTON CELLARS
16. VERDAD & LINDQUIST FAMILY WINES
17. SAUCELITO CANYON
VINEYARD
18. SEXTANT WINES
19. SINOR-LAVALLEE
20. STEPHEN ROSS
21. TALLEY VINEYARDS
22. TIMBRE WINERY
23. TOLOSA WINERY
24. WOLFF VINEYARDS
1. AUTRY CELLARS
2.
BAILEYANA, TANGENT & TRUE MYTH
3. BIDDLE RANCH VINEYARD
4.
5.
CENTER OF EFFORT
6.
CHAMISAL VINEYARDS
7. CLAIBORNE & CHURCHILL WINERY
Piedra Creek Winery8.
9.
EDNA VALLEY VINEYARD
10.
FILIPPONI RANCH
11.
12. KYNSI WINERY
13.
14. MALENE WINES
15.
PELOTON CELLARS
Cutruzzola Vineyards
Stolo Vineyards
Niner Wine Estates
16. VERDAD & LINDQUIST FAMILY WINES
17.
18.
SEXTANT WINES
19.
SINOR-LAVALLEE
20.
STEPHEN ROSS
21.
TALLEY VINEYARDS
22.
23.
TOLOSA WINERY
24.
25.
26.
27.
28.
29.
30.
CAMBRIA
46
TEMPLETON
MORRO BAY
*Restrictions apply- valid 10/1 - 11/30 stay. Not valid for Saturday arrival. Blackout dates 10/25 - 10/27; 11/14 - 11/17; 11/27 - 11/28.
Visit SanLuisObispoVacations.com for additional restrictions and qualifications.
CORE OF THE COAST
1. AUTRY CELLARS
2. TOLOSA WINERY
3. BIDDLE RANCH VINEYARD
4. EDNA VALLEY VINEYARD
5. SAUCELITO CANYON VINEYARD
6. CLAIBORNE & CHURCHILL WINERY
EDNA VALLEY BACKROADS
7. WOLFF VINEYARDS
8. BAILEYANA, TANGENT & TRUE MYTH
9. CHAMISAL VINEYARDS
10. KYNSI WINERY
11. CENTER OF EFFORT
SOUTHERN CHARM
12. TALLEY VINEYARDS
13. VERDAD & LINDQUIST FAMILY WINES
14. TIMBRE WINERY
15. LAETITIA VINEYARD & WINERY
URBAN
16. CROMA VERA WINES
17. DEVOLET WINES
18. STEPHEN ROSS WINE CELLARS
19. FILIPPONI RANCH
AVILA BEACH TRAIL
20. KELSEY SEE CANYON WINERY
21. SINOR-LAVALLEE
22. PELOTON CELLARS
POINTS NORTH
23. CUTRUZZOLA VINEYARDS
24. STOLO VINEYARDS
25. NINER WINE ESTATES
26. OCEANO WINES
SLOTBID AGENCY REPORT | SEPTEMBER 2019
Conversions Month Totals YoY % Change
Book Now 243 -23%
Visit Website 172 -24%
Website 259 -45%
Top Demographic Regions
Los Angeles
San Luis Obispo
San Francisco
WEBSITE GOALS
TOP DEMOGRAPHIC REGIONS
SLOTBID AGENCY REPORT | SEPTEMBER 2019
BE HERE | WORD OF THE MONTH
• Cross-promotion on Cal Poly
Social Channels
• Ticket Tuesday Promotion
• Pinterest Strategy Execution
• Community Blog Posts:
-Things to Do This Fall in
San Luis Obispo
-Your Wine Destination: San Luis
Obispo’s Edna Valley
-Your Guide to Downtown SLO’s
Farmers’ Market
Paid Digital Summary
PROGRAMMATIC NATIVE
This month, we served 310,217 impressions and had
290,182 video views for a view rate of 93.54%. There
was an additional 72 clicks on the ads that resulted in
a 0.02% CTR.
We also had the following engagements as a result:
• 1 post-view visit & 1 post-click visit to Find a Hotel page
• 2 post-view visits to homepage
The Native Video campaign has shown very high view
rates and we have been happy with the performance.
For the retargeting tactic, we think that utilizing the
static Native ad might be a good sub adgroup. We
will make this change in October. Static ads in the
retargeting adgroup will also likely enhance the click
rate as users have already seen the ads/viewed videos.
GOOGLE SEARCH
We served 28,478 impressions and 1,221 clicks for a
CTR of 4.29%. Additionally, we had 443 conversions,
up from 148 in July to the “Find a Hotel” page, as well
as 11 phone calls. SEM is our bottom-funnel, search
oriented tactic, as can be seen by the higher CTR,
which typically averages in the 1.00–1.25% CTR.
The optimizations that we made in August
were extensive, and have already improved the
performance of this campaign.
GMAIL
We served 22,443 impressions and yielded 4,922
clicks for a CTR of 21.93%. There were 4 Forwards, 27
Saves and 265 Opening Ad and clicking to site. There
was a total of 553 conversions.
This tactic continues to perform above industry
average and has proven to be a good driver of new
unique visitors to our site.
SLOTBID AGENCY REPORT | SEPTEMBER 2019
FACEBOOK
We received 585,961 impressions and 839 clicks for a
CTR of 0.14%. We reached 341,750 unique users for an
average frequency of 1.71 , within our benchmark goal
of 1.50-3.50. There were 46 post reactions and 4 post
shares for a total engagement rate of 0.15%.
We are testing a new campaign strategy to focus on
reach. So far, it is driving 15-20x more impressions and
reach than we had before testing this campaign type.
INSTAGRAM
We have seen 905,289 impressions and 374 clicks
for a CTR of 0.04%. We have reached 271,280 unique
individuals for an average frequency of 3.34. Additionally,
there were 99 post reactions, 1 post comment, and 6 post
shares.
We are testing a new campaign strategy to focus on
reach. So far, it is driving 6-10x more impressions and
reach than we had before testing this campaign type.
PINTEREST
There have been 237,354 impressions and 14,045
engagements for an overall engagement rate of 5.92%.
Of these engagements, 13,376 were closeups (when
someone expands the pin), 9 were saves, and 660 were
secondary clicks, or direct clicks to the website, resulting
in a CTR of 0.29%.
GOOGLE ANALYTICS
Of the 3,530 sessions, 67.19% were new sessions, which
resulted in 1.32 pages viewed per session and 1,077 goal
completions. The bounce rate for the month was 84.64%.
We saw the following improvements from August:
• Sessions: Up 66% from 1,213
• New Users: Up 47% from 1,073
• Goal Completions: Up 46% from 584
SLOTBID AGENCY REPORT | SEPTEMBER 2019
Report to City of SLO – TBID
Phone Line and Availability Contract
September 2019
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
September
2018
September
2019
Calls to
1-877-SLO-TOWN
18 26 23 13 75 80
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
September
2018
September
2019
Email Response 15 15 18 14 63 62
Phone Calls to
Hotels
67 94 89 44 275 294
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
September
2018
September
2019
Visitors Served
(Walk-ins)
1,406 1,354 2,395 1,441
5,723 6,596
Farmers’ Market* 500 500 500 n/a 1,000 1,500
Hotel Rooms
Referred
371 548
502
266
1,595 1,687
*estimate without people counter
2009‐102010‐112011‐122012‐132013‐142014‐152015‐162016‐172017‐18 2018‐192019‐20Change +/‐July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 874,775$ 916,606$ 4.8%August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ 815,225$ 719,680$ ‐11.7%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 2019‐20Change +/‐2018‐19 2019‐20Change +/‐2018‐19 2019‐20Change +/‐July 85.2 80.1 ‐6.1 175.2 186.7 6.6 149.2 149.5 0.1August 81.3 77.4 ‐4.8 166.6 177.3 6.4 135.5 137.3 1.3September 72.3 163.1 117.9October 72.7 151.2 109.9November 67.7 143.0 96.7December 59.1 135.2 79.9January 59.3 125.9 74.6February 66.4 140.5 93.3March 68.0 142.8 97.1April 76.4 161.2 123.2May 66.1 155.7 102.9June 75.0 182.7 137.1Total/Average 70.80 78.74 ‐5.4 153.59 182.03 6.5 109.78 143.40 0.7Occupancy ADRTOT ComparisonRevPARTOT - Missing 3x Hotel & 28x Homestay*Figures from Smith Travel Research Report
DRAFT Minutes – Tourism Business Improvement District Board Special Meeting 9/19/2019
Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Thursday, September 19, 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 Thursday, September 19, 2019 at 1:00 p.m. in City Hall, located at 990 Palm Street, San Luis
Obispo, California, by Chair Bruce Skidmore.
ROLL CALL
Present: Chair Bruce Skidmore, Vice Chair Nipool Patel and Board Members Dean Hutton, LeBren
Young-Harris, Pragna Patel-Mueller, Kristen Battaglia, John Conner
Absent: None.
Staff: Tourism Manager Molly Cano and Economic Development Manager Charlene Rosales
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
BUSINESS ITEMS
1. VISIT SLO CAL – COUNTYWIDE TMD RENEWAL
The Board met for the consideration of the proposed renewal of the countywide Tourism Marketing
District. Visit SLO CAL presented the district results to date and provided information on the
proposed renewal as described in the Management District Plan. The Board discussed action in the
form of a recommendation to City Council on the consideration of granting consent to the County
Board of Supervisors to authorize the assessment in the City of SLO.
Public Comments:
None.
---End of Public Comments---
After the motion was made and seconded, the Board held additional discussion on the item before
Chair Skidmore called for the vote.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER HARRIS
CARRIED 5-2-0 (DISSENTING VOTES FROM PATEL-MUELLER & CONNER), the
DRAFT Minutes – Tourism Business Improvement District Board Special Meeting
9/19/2019 Pg. 2
recommendation to City Council for the approval of the resolution granting consent to the County
Board of Supervisors to authorize the Tourism Marketing District (TMD) assessment renewal in the City
of SLO.
ADJOURNMENT
The special meeting was adjourned at 1:41 pm. The next Tourism Business Improvement District Board
meeting is scheduled for Wednesday, October 9, 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
Tourism Business Improvement District
Special Marketing Committee Meeting
Meeting Minutes
Wednesday, October 2, 2019 10:30 a.m.
Apple Farm – 2015 Monterey Street, San Luis Obispo
BOARD MEMBERS PRESENT: Dean Hutton, LeBren Harris
BOARD MEMBERS ABSENT: John Conner
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:45 a.m.
BUSINESS ITEMS
1. 2019-20 Tradeshow Strategy
Staff presented an overview of the 2019-20 tradeshow strategy including objectives of
participating in tradeshows, the different tradeshow categories to consider, an analysis of the
tradeshow program and potential 2019-20 tradeshow options and recommendations to consider.
Committee members discussed the different options, ideas for participation, and feedback to staff
on what approach they would like to consider.
2. SLO Happenings Event Promotion – Q2 Draft
Committee members discussed the SLO Happenings Event Promotion Q1 process and provide
edits and suggestions to staff for Q2 applications and process. Staff presented an updated scoring
matrix based off previous committee member feedback to review.
Direction: Staff will provide committee members with a physical binder of applications received
each quarter. The Marketing Committee will use the updated matrix as provided for future event
application scoring with continued committee discretion in funding recommendations.
3. 2019 “Sip, Stay, Save” Promotion Update
Due to lack of meeting time, this business item will be presented at the upcoming October 9th,
2019 board meeting within the agency’s quarterly report.
4. New Business
a. Committee Discussion - none
b. Future Agenda Items - none
c. Next Committee Meeting: Wednesday, November 6, 2019 at 10:30 a.m. in City Hall’s
Council Hearing Room
Meeting was adjourned at 11:44 a.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of September 11, 2019 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, September 11, 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, September 11, 2019 at 5:33 p.m. in the Council Hearing Room, located at
990 Palm Street, San Luis Obispo, California, by Chair Dixon.
ROLL CALL
Present: Committee Members Ryan Heath, Melissa Godsey, Bruce Skidmore, John Thomas,
Vice Chair Dana Matteson and Chair Zoya Dixon
Absent: Daniel Levi
Staff: Tourism Manager Molly Cano and Bailey Hicks, Recording Secretary
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
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
Public Comment
None
--End of Public Comment--
DRAFT Minutes – Promotional Coordinating Committee Meeting of September 11, 2019 Page 2
ACTION: UPON MOTION BY COMMITTEE MEMBER MATTESON, SECONDED BY
COMMITTEE MEMBER SKIDMORE, CARRIED 6-0-1, to approve the Consent Agenda items
C1 thru C8.
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE
Jacqui Clark-Charlesworth, SLO Chamber Director of Communications and Business Education,
provided a PowerPoint presentation and responded to Committee inquiries. Highlights included:
TBID’s Sip Stay & Save promotion, co-op media hosting with Morro Bay and Pismo Beach,
event promotion like Uptown SLO popup, and select media highlights.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
2. 2019-20 STRATEGIC COMMUNICATIONS PLAN
Jacqui Clark-Charlesworth, SLO Chamber Director of Communications and Business Education,
provided a PowerPoint presentation on the key points of the Strategic Communication Plan and
responded to Committee inquiries.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER SKIDMORE, SECONDED BY
COMMITTEE MEMBER GODSEY, CARRIED 6-0-1, to approve the 2019-20 Strategic
Communication Plan.
3. DOWNTOWN VITALITY MAJOR CITY GOAL
Charlene Rosales, Economic Development Manager provided a PowerPoint presentation on the
Council’s Major City Goal of Downtown Vitality and responded to Committee inquiries. Rosales
Provided opportunity suggestions for the PCC to be involved in from the goal workplan.
Public Comment
None
DRAFT Minutes – Promotional Coordinating Committee Meeting of September 11, 2019 Page 3
--End of Public Comment--
ACTION: None
4. Banner Project Update
Tourism Manager Molly Cano gave an update on the banner project. This included an update on
the Downtown banner feedback and what is next for the project, an update on the Railroad Square
project, and an update banner style guide.
Tourism Manager Cano introduced the idea of adding holiday banners to the downtown banner
project. The Committee members discussed the iii proposal for the project, the formation of a task
force with authority to direct design decisions, and the overall project budget needed.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER GODSEY, SECONDED BY
COMMITTEE MEMBER SKIDMORE, CARRIED 6-0-1, to approve an up to $15,750 Holiday
Banner Project budget amount and project proposal. Formed a taskforce to oversee the Holiday
Banner Project, including members Godsey, Heath, and Thomas.
ACTION: UPON MOTION BY COMMITTEE MEMBER MATTESON, SECONDED BY
COMMITTEE MEMBER THOMPSON, CARRIED 6-0-1, to approve the iii project proposal,
with a proposed budget of $7,250 within the overall project budget.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA UPDATE – LIAISON REPORT. John Spokes event moved to November. Tourism Manager
Cano mentioned the final reports coming in and the committee needs to reassign Zoya’s liaisons.
2. TBID BOARD REPORT – Committee Member Skidmore gave an update from the TBID meeting
from September 11th, 2019.
3. TOURISM PROGRAM UPDATE
Tourism Manager Cano provided a brief Tourism Program update.
Including:
• The Acknowledgement of Committee Chair Zoya leaving the committee.
• Conference Center visibility
• TBID co-sponsoring a Google workshop with SLOCAL.
• Cal Poly move in weekend
DRAFT Minutes – Promotional Coordinating Committee Meeting of September 11, 2019 Page 4
• The Boots and Brews event at Madonna Inn.
ADJOURNMENT
The meeting was adjourned at 7:46 p.m. The next Regular Promotinal Coordinating Committee
meeting is scheduled for Wednesday, October 9, 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/2018