HomeMy WebLinkAbout11-13-2019 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, November 13, 2019
10:00 A.M.
The Kinney- 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, October 9, 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 Marketing Committee Approved 2020 Money for a Rainy Day Program Plan
PRESENTATIONS
1. TOT ORDINANCE REVISION UPDATE 15 mins
The Board will receive a presentation from Natalie Harnett on the proposed revisions related to the TOT
ordinance.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of
public testimony.
1. DENVER TRAVEL & ADVENTURE SHOW ACTIVATION 25 mins
The Marketing Committee will present the recommendation for the Denver Travel & Adventure Show
program activation and representation.
2. REVIEW OF COMMITTEE BYLAWS 20 mins
The Board will perform the bi-annual review of the bylaws for the TBID Board and discuss any necessary
amendments to be submitted to the City Council.
3. TBID MARKETING SERVICES RFP UPDATE 10 mins
The RFP Taskforce will update the Board on the RFP timeline and process.
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: November 7, 2019
3. MARKETING COMMITTEE UPDATE – Minutes: November 6, 2019
4. PCC UPDATE –Minutes: October 9, 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 November 8, 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 10/09/2019 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, October 9, 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, October 9, 2019 at 10:01 a.m. in The Kinney at 1800 Monterey Street, San Luis
Obispo, California by Chair Bruce Skidmore.
ROLL CALL
Present: Chair Bruce Skidmore and Board Members Nipool Patel (arrived 10:04a.m., departed 12:02
p.m.), Dean Hutton, Kristen Battaglia, Pragna Patel-Mueller (arrived 10:26 a.m.), and John
Conner
Absent: LeBren Young-Harris
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
C.1 Minutes of Meeting on 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
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER CONNER SECONDED BY COMMITTEE
MEMBER HUTTON CARRIED 4-0-3, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 7.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/09/2019 Pg. 2
PRESENTATIONS
1. NEW PROPERTY PRESENTATION: HOTEL CERRO
Beverly Matthews from Hotel Cerro presented the background, current status, and amenities that will
be available to guests in the much-anticipated downtown property. Board members asked questions
pertaining to the property and team.
Public Comment
None.
--End of Public Comment--
No action was taken on presentation items.
2. MARKETING SERVICES QUARTER REPORT
Brittany Hensley of AMF and Brittany Garcia of Matchfire presented the 2019-20 Q1 marketing
activities. Highlights of the presentation included a debrief on the SLO TBID website metrics and the
overall county trend in comparison, organic social metrics increasing from last year and the Sip, Stay
& Save promotion launce and status. Board members discussed trends and provided feedback to the
agencies.
Public Comment
None.
--End of Public Comment--
No action was taken on presentation items.
3. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT
Dusty Colyer-Worth and Jacqui Clark-Charlesworth of the San Luis Obispo Chamber of Commerce
presented the public relations and guest services activities for the 2019-20 first quarter. Highlights
included increased walk-ins to the Visitor Center, the launch of the Sip, Stay & Save promotion,
impacted weekend reports and hosting partnerships.
Public Comment
None.
--End of Public Comment--
No action was taken on presentation items.
BUSINESS ITEMS
1. MARKETING SERVICES RFP PROCESS
Staff provided an overview of the RFP process and how the taskforce will interact and lead the
initiative in creating and editing the RPF. Board members held a discussion around three primary
components including a not to exceed budget of $1million, a two-year contract with the ability to
renew once for an additional two-year contract, and a non-negotiable non-compete representation of
other San Luis Obispo county destinations.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/09/2019 Pg. 3
Public Comments:
President of Matchfire, Joey Leslie.
---End of Public Comments---
No action was taken on presentation items.
2. 2019-20 TBID BOARD MEETING SCHEDULE
The Board discussed rescheduling the February 2020 meeting due to staff attending Visit California
Outlook Forum. Board members agreed to hold a special meeting on Wednesday, February 19, 2020.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update – Chair Bruce Skidmore invited his TBID liaisons to the meeting.
2. Management Committee Update - None – October meeting was cancelled.
3. Marketing Committee Update – October 2, 2019 minutes are in the packet for review.
4. PCC Update – September 11, 2019 minutes in packet for review.
5. Visit SLO CAL Update – Tourism Manager Cano provided an update on the TMD process.
6. Tourism Program Update – Tourism Manager Cano and Tourism Coordinator Burns reported on
the following:
• CHLA workshop and training available to all SLO TBID properties on October 22, 2019
• The 2018-19 TBID Annual Report was approved by City Council
• The Management Committee will work on Ca power outages plan. Member Hutton
expressed interest in attending the meeting
ADJOURNMENT
The meeting was adjourned at 12:13 p.m.. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, November 13, 2019 at 10:00 a.m., at The Kinney, 1800 Monterey Street, San
Luis Obispo, California.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
October 2019
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 68.0 87.0 73.5 117.38 193.30 143.08 79.85 168.26 105.11 1.7 -5.7 -0.9 4.0 -3.5 -0.7 5.7 -9.0 -1.6
City of Pismo Beach 73.5 88.0 77.7 136.94 228.29 166.52 100.71 200.94 129.35 17.7 -0.9 11.0 -4.0 2.1 -3.2 12.9 1.2 7.4
City of San Luis Obispo 74.8 88.1 78.7 139.67 195.65 157.76 104.51 172.33 124.08 7.3 -1.1 4.5 6.6 3.1 4.6 14.4 2.0 9.3
City of Morro Bay 63.9 87.1 70.5 112.25 182.70 137.10 71.75 159.13 96.72 -2.8 -0.7 -2.0 0.3 1.3 1.0 -2.4 0.5 -1.1
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 66.4 90.6 73.3 112.45 191.07 140.20 74.66 173.06 102.77 -2.2 6.9 0.8 -1.0 -2.4 -0.5 1.6 6.4 0.3
City of Pismo Beach 69.2 92.0 75.7 137.48 223.35 167.30 95.10 205.52 126.65 3.3 9.7 5.4 -4.0 -1.3 -2.1 7.5 8.9 3.2
City of San Luis Obispo 69.4 91.4 75.7 132.34 195.43 154.12 91.83 178.69 116.64 3.1 8.0 4.7 5.2 2.0 4.3 12.0 8.6 9.2
City of Morro Bay 65.8 91.5 73.2 109.00 180.90 134.69 71.77 165.55 98.57 0.8 9.5 3.7 -3.0 1.9 0.2 11.2 12.0 4.0
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 66.4 90.4 73.2 113.62 213.72 148.92 75.42 193.22 109.08 -2.6 -3.5 -3.0 1.8 -0.5 0.5 -0.8 -4.0 -2.5
City of Pismo Beach 72.2 86.1 76.2 141.08 237.43 172.22 101.81 204.53 131.16 12.8 -7.3 5.4 -0.5 -6.5 -5.9 12.3 -13.4 -0.8
City of San Luis Obispo 69.8 88.3 75.1 132.99 205.65 157.41 92.78 181.58 118.15 4.3 -5.9 0.6 3.8 -9.7 -4.0 8.2 -15.0 -3.4
City of Morro Bay 66.7 87.0 72.5 112.07 184.90 137.05 74.72 160.94 99.35 10.1 -8.6 2.9 1.0 -5.6 -4.6 11.2 -13.7 -1.9
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 67.1 90.1 73.7 112.68 195.33 141.55 75.61 175.95 104.28 -1.6 7.9 1.6 0.9 3.9 3.5 -0.7 12.2 5.1
City of Pismo Beach 69.8 90.2 75.7 142.56 234.97 174.05 99.55 212.06 131.69 3.8 12.5 6.6 3.5 12.2 8.2 7.5 26.3 15.4
City of San Luis Obispo 70.8 92.2 76.9 133.77 219.83 163.25 94.68 202.67 125.54 -1.8 11.3 2.3 3.9 23.4 13.1 2.0 37.3 15.7
City of Morro Bay 63.5 91.9 71.6 108.93 188.40 138.07 69.13 173.06 98.83 1.8 15.5 6.4 -0.3 16.3 8.6 1.5 34.3 15.6
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 62.2 79.9 67.3 108.76 175.60 131.43 67.70 140.24 88.42 8.0 -4.9 3.2 0.5 0.1 -1.2 8.5 -4.8 2.0
City of Pismo Beach 54.6 76.4 60.8 127.15 197.51 152.41 69.42 150.98 92.73 10.2 -5.5 4.0 -0.7 0.6 -1.7 9.4 -4.9 2.3
City of San Luis Obispo 52.9 82.2 61.3 120.97 177.69 142.72 63.96 146.04 87.42 -6.0 -4.8 -5.5 4.2 4.0 4.2 -2.0 -1.1 -1.6
City of Morro Bay 51.6 80.8 59.9 98.63 151.37 118.95 50.85 122.29 71.26 12.7 0.1 7.5 -3.4 -1.6 -3.7 8.9 -1.5 3.6
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
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
Week of October 27, 2019 to
November 2, 2019
Week of October 20, 2019 to
October 26, 2019
Week of October 13, 2019 to
October 19, 2019
Week of October 6, 2019 to
October 12, 2019
Week of September 29, 2019 to
October 5, 2019
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2019
Implementation
1) Completed 2019-2020 editorial calendar
2) Completed 2019-2020 key messages/talking points
3) Completed story ideas & evergreen press releases
4) Continued working with Matchfire to build media center page for VisitSLO.com
5) Continued working with Cision on media monitoring services
6) Continued working with Jennifer Sweeney on PR Strategy implementation
Proactive Media Outreach
1) Pitched TBID’s ‘Sip, Stay & Save’ promotion to multiple outlets
2) Confirmed and planned itineraries for four digital influencer activations for ‘Sip, Stay & Save’ promotion
3) Coordinated ‘Sip, Stay & Save’ interview for Molly Cano to speak with KSBY
4) Hosted Visit CA Gold Pass journalist, Bijan Bayne’s visit as part of his Central Coast piece for AFAR and JustLuxe
5) Hosted Kate Retherford’s “Be together here” wellness focused influencer activation
6) Hosted Tanvi Chheda on assignment for Travel + Leisure
7) Met with Anthea Gerrie on assignment with Trip Reporter UK
Partnerships
1) Hosted San Luis Obispo activation for Visit SLO CAL’s ‘Back to Roots’ FAM
2) Met with The Kinney’s FAM & PR representative
3) Coordinated a stay in SLO with SLO Coast Wine for a writer covering Harvest
4) Met with Mindbody & their PR team to discuss future wellness activations trips in 2019-20
5) Met with creators behind The Irish Tatler, being hosted by Visit SLO CAL
6) Attended Visit SLO CAL’s marketing committee
7) Attended Visit SLO CAL’s industry educational symposium
8) Pitched Visit SLO CAL to host a luncheon in SLO for a FAM coming in on the inaugural San Diego flight
9) Provided suggestions on what to do in SLO for Genie Davis on assignment with Diversions LA
10) Began working with Visit SLO CAL to plan San Luis Obispo activation for their February ‘Culinary’ FAM
11) Drafted Visit California ‘Poppy’ Award nomination
12) Participated in call with countywide DMOs on future collaborations
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2019
Media Placements
1. Heading to San Luis Obispo? How to save on hotel rooms and
Uber rides
The Los Angeles Times shared TBID’s ‘Sip, Stay & Save’
promotion along with a discount Hotel SLO is running for it’s
first visitors.
UVPM: 24M
AD VALUE: $28K
2. Escapes: Honestly, is there anything grander than this?
The Los Angeles Times included the ‘Sip, Stay & Save’
promotion again in an editorial roundup of suggested
getaways.
UVPM: 24M
AD VALUE: $28K
3. Travel Deals: San Luis Obispo offers Uber subsidy
The San Diego Union-Tribune also covered the ‘Sip, Stay &
Save’ promotion encouraging visitors to take the train to SLO
and enjoy a full car-free experience.
UVPM: 494K
AD VALUE: $397
4. Free rides around SLO wine country offered for hotel guests
KSBY covered the ‘Sip, Stay & Save’ promotion inviting readers
to take advantage of Uber to explore the SLO Coast Wine
region.
UVPM: 189K
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2019
5. Visiting San Luis Obispo soon? You may qualify for $100 in
Uber credits to go wine tasting
Cal Poly’s Mustang News additionally reported on the “Sip,
Stay & Save’ promotion.
UVPM: 24K
6. Amtrak Announces More Train Services in San Diego for
Thanksgiving Week
NBC San Diego and affiliates reported that the Pacific Surfliner
has added more routes between San Diego and San Luis Obispo
for the busy Thanksgiving travel season.
UVPM: 2.12M
AD VALUE: $487
7. Up & Coming in 2020
Visit California picked up the SLO Children’s Museum upcoming
Mission to Mars exhibit as well as the SLO Public Market at
Bonetti Ranch for what’s new in 2020, California’s 170th
birthday.
UVPM: 1K
8. Day of the Dead San Luis Obispo
SeeCalifornia.com shared the Día de los Muertos festivities in
San Luis Obispo.
UVPM: 44K
9. A Modern Guide to San Luis Obispo: Boutique Hotels, Fresh
Eats + Wine Tasting
7x7 shared multiple things to do, places to stay, shop and dine
noting, “there’s a reason this place has been called America’s
happiest city.”
UVPM: 316K
AD VALUE: $73
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2019
10. 8 Underrated U.S. Destinations That Should Be on Your Radar
in 2020
Oyster named San Luis Obispo third on its list of places to visit.
The article called SLO a favorite destination for LA and SF,
stating that visitors can, “find a laid-back wine country, a health-
conscious community, outdoor adventures, and food and drink
that’ll take you back to your local roots.”
UVPM: 1.54M
AD VALUE: $354
11. 100 Things To Do in California with Kids Before They Leave The
Nest
Mommy Poppins blog shared numerous things to do in SLO
County with family, including stopping by Bubblegum Alley.
UVPM: 434K
12. SLO Brewing is opening up a small batch distillery next month
Craft Brewing Business, an Ohio blog covered the opening of SLO
Brewing Co.’s newest venture, Rob & Hammer’s SLO Stills.
UVPM: 46K
13. San Luis Obispo Guide + The Kinney Hotel
San Diego blogger, Kristy Konicke of Kristy by the Sea was hosted
by the Kinney for a trip to SLO. Her guide featured multiple family
friendly activities and restaurants.
18.8K followers
HAPPENING NOW
• Fall Promotion – Sip Stay Save
• Be Here Refresh & Video Creation
• Rainy Day Promotion Refresh
• Cal Poly Partnership Deliverables
KEY WEBSITE OVERVIEW & METRICS
With our Sip, Stay + Save promotion running we saw
a huge lift in traffic to our hotel page. While there was
no change in the total number of users that visited the
site in October 2019, when compared to October 2018,
we did see a 63% increase in traffic to our hotel page
specifically.
OCTOBER 2019Agency Report
Metrics Month Totals YoY % Change
Sessions 14,498 -2%
Page Views 26,746 -6%
Users 12,561 0%
January – March 2020
See reverse for promotion details.
GET $100 CASH WHEN
YOU STAY IN SLO
Pages Month Totals YoY % Change
Hotel 3,821 +63%
Homestay 225 -19%
WEBSITE AUDIENCE
WEBSITE PAGEVIEWS
Conversions Month Totals YoY % Change
Book Now 243 -21%
Visit Website 172 -24%
Website 259 -7%
WEBSITE GOALS
EMAIL OVERVIEW & HIGHLIGHTS
66 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 43% 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
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 27% increase in total
followers when compared to 2018 and 3,363
uses of #ShareSLO. As Pinterest is one of our
newest channels, we are excited to see that our
channel served 2,063 total impressions and
our audience has grown to 1,370 people.
• Cross-promotion on Cal Poly Social Channels
• Ticket Tuesday Promotion
• Influencer Activation: @allthingskate; Seattle, WA
• Community Blog Posts:
-8 Interesting Pop Culture Facts About SLO
-Top Things to Do for Cal Poly Parents +
Supporters
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 | OCTOBER 2019
Top Demographic Regions
Los Angeles
San Luis Obispo
San Francisco
TOP DEMOGRAPHIC REGIONS
SLOTBID AGENCY REPORT | OCTOBER 2019
BE HERE | WORD OF THE MONTH
Paid Digital Summary
PROGRAMMATIC NATIVE
This month, we served 385,871 impressions and had
74,903 video views for a view rate of 19.41%. There
were an additional 216 clicks on the ads that resulted
in a 0.06% CTR.
GOOGLE SEARCH
We served 27,521 impressions and 1,558 clicks for a
CTR of 5.66%, up from 4.29% in the previous month.
Additionally, we had 1,702 conversions, a major
increase from the 443 conversions in September, as
well as 8 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.
SLOTBID AGENCY REPORT | OCTOBER 2019
FACEBOOK
We received 565,015 impressions and 921 clicks for
a CTR of 0.16%, an improvement from the 0.14% in
September. We were able to reach 326,781 unique users
for an average frequency of 1.73 , which is within our
benchmark goal of 1.50-3.50. Additionally, there were 18
post reactions, 1 comment and 6 post shares for a total
engagement rate of 0.17%.
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 875,009 impressions and 392 clicks
for a CTR of 0.04%. We have reached 256,319 unique
individuals for an average frequency of 3.41 , which is
within our benchmark goal of 1.50-3.50. Additionally,
there were 119 post reactions, 1 post comment, and 3
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 108,445 impressions and 2,912
engagements for an overall engagement rate of 2.69%.
Of these engagements, 2,576 were closeups, 6 were
saves, and 330 were secondary clicks, or direct clicks to
the website, resulting in a CTR of 0.34%, up from 0.29%
in the previous period.
GOOGLE ANALYTICS
Of the 2,186 sessions, 93.82% were new sessions, which
resulted in 1.27 pages viewed per session and 1,352 goal
completions. The bounce rate for the month was 86.69%.
We saw the following improvements from September:
• % New Sessions: Up 26.63% from 67.19%
• Goal Completions: Up 20% from 1,077
Report to City of SLO – TBID
Phone Line and Availability Contract
October 2019
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
October
2018
October
2019
Calls to
1-877-SLO-TOWN
15 19 19 24 73 77
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
October
2018
October
2019
Email Response 14 14 15 16 61 59
Phone Calls to
Hotels
63 64 81 87 252 295
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
October
2018
October
2019
Visitors Served
(Walk-ins)
1,619 1,443 1,283 2,377
6,662 6,722
Farmers’ Market* n/a n/a n/a n/a n/a n/a
Hotel Rooms
Referred
322 364
493
561
1,679 1,740
*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$ 917,282$ 4.9%
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ 815,225$ 844,256$ 3.6%
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ 696,113$ 693,478$ -0.4%
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 77.4 -4.8 166.6 177.3 6.4 135.5 137.3 1.3
September 72.4 73.3 1.2 163.5 161.5 -1.2 118.4 118.3 0.0
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 76.92 -3.2 153.62 175.18 3.9 109.82 135.04 0.5
Occupancy ADR
TOT Comparison
RevPAR
September: Missing 1x Hotel
*Figures from Smith Travel
Research Report
RAINY DAY CAMPAIGN
JAN –MARCH,2020
R A I N Y DAY 2 0 2 0
2018
RAINY DAY
Results
R A I N Y DAY P R O M OT I O N
•1,192 Room Nights Booked
•477 Qualified Entries
•Promotion sold out Feb 7
•5% were first time visitors to SLO
•64% First Time MRD Participant
•Most Bookings from: Newsletter,
Cal Poly, Word of Mouth, LA
Times, Paid and Organic Social
No paid dollars were invested in advertising.
Campaign was fueled by PR only.
2019
RAINY DAY
Results
R A I N Y DAY P R O M OT I O N
•1,182 Room Nights Booked
•527 Qualified Entries
✓Jan –117 stays
✓Feb –253 stays
✓Mar –157 stays
•8% were first time visitors to SLO
•Promotion sold out Feb 10
•45% First Time MRD Participant
•Most Bookings from: Newsletter,
Cal Poly, Word of Mouth, Paid
and Organic Social
No paid dollars were invested in advertising.
Campaign was fueled by PR only.
2020
CAMPAIGN
REFRESH
Budget
PROMOTION HARD COSTS
Fund 500 qualified stays
+ 250 qualified stays =
2020 TOTAL of 750 Available
Stays
$50,000 approved +
$25,000 from unused Sip,
Stay & Save funds
Total: $75,000
(funds available in existing
promotion budget)
*NEW in 2020* PAID MEDIA
New investment in 2020 to
support extra push of additional
entries.
DIGITAL BUY OF $28,000
Targeted FLY Markets. Denver,
Dallas, Seattle
SOCIAL
•FB/IG GEO Targeted FLY Markets
of Denver, Dallas, Seattle
PROGRAMMATIC
•Behavioral Targeting FLY Markets
of Denver, Dallas, Seattle
INFLUENCER MARKETING OF
$15,000
•Use $15,000 remaining influencer
budget in winter to fund high
profile influencers that MF and PR
will vet determine.
R A I N Y DAY P R O M OT I O N
Unused Sip, Stay, Save Funds are saved
for a “Rainy Day” to help fund the bump
to extend campaign length and success
due to the historic early sell out.
NEW LOOK
RAINY DAY PROMOTION
FOCUS TO ACTUAL PHOTOS AND
THE FUN ASPECTS OF THE RAIN.
Public
Relations
R A I N Y DAY P R O M OT I O N
TRADITIONAL
•Digital deal & budget
focused travel outlets
•Target drive markets &
regional outlets
•Larger target publications
with travel deal columns
•Additional focus on fly
markets: Seattle, Denver,
Dallas
DIGITAL INFLUENCERS
•Create custom itineraries
•Host experience while in SLO
Owned
Digital
R A I N Y DAY P R O M OT I O N
WEBSITE
•Dedicated landing page
•Homepage feature
•Travel inspo blog
EMAIL
•Segmented emails
•Inclusion in bi-monthly newsletter
+ monthly event email
SOCIAL
•Influencer activation aligned
with PR tactics
•3-5 high-profile travel bloggers
•Seattle, Denver, Dallas
•Additional supporting social
posts
Advisory Body Handbook February 6, 2018
City of San Luis Obispo 70 | P a g e
N. Tourism Business Improvement District Board Bylaws (T/SP)
ARTICLE 1. PURPOSE
The Tourism Business Improvement District Board (TBID Board) advises the Council in the
administration and use of the TBID assessment funds. The Board recommends projects to promote
tourism to the City of San Luis Obispo to directly benefit the City’s lodging industry.
ARTICLE 2. MEMBERSHIP
The TBID Board shall consist of seven members from the San Luis Obispo City lodging industry
as appointed by the Council. Because of the diversity among assessment district members
represented by the Board, including local, regional and national lodging industry interests, it is
neither practical nor advisable to limit Board membership to City residents. Accordingly,
membership on the TBID Board shall be exempt from residency requirements otherwise applicable
to City Advisory bodies.
Board members shall be appointed for a term of four years, commencing on April 1st or any other
date as directed by the Council. No Board member shall serve more than two consecutive terms
(eight years) on the TBID Board. Any Board member who has been appointed to fill a vacant seat
in mid-term shall not be precluded from thereafter serving two four-year terms (eight years), so
long as the initial, partial term is less than one year.
One member of the TBID Board shall be appointed by the Board to the Promotional Coordinating
Committee for a term concurrent with his/her TBID Board term.
ARTICLE 3. OFFICERS
The officers shall be a Chairperson and a Vice Chairperson, each of whom shall be elected for a
one-year term at the March meeting of the TBID Board for a term starting in April. No Board
member shall serve more than two consecutive one-year terms as Chairperson or Vice
Chairperson. Any Board member who has been appointed to fill a vacant seat as Chairperson or
Vice Chairperson in mid-term shall not be precluded from thereafter serving as Chairperson or
Vice Chairperson for two consecutive one-year terms, so long as the initial, partial term is less
than six months.
The Chairperson shall preside over all meetings of the TBID Board, prepare all meeting agendas
with staff, and otherwise perform such duties as directed by the TBID Board or Council.
The immediate Past Chairperson shall automatically serve as the Vice Chairperson in order to give
support to the incoming Chairperson and guarantee continuity and stability for the board
proceedings during the absence of the Chairperson. The Vice Chairperson shall serve in the
absence or incapacity of the Chairperson.
Advisory Body Handbook February 6, 2018
City of San Luis Obispo 71 | P a g e
ARTICLE 4. MEETINGS
1. The TBID Board shall hold a regular meeting each month and no fewer than ten times per
year.
2. The meetings are to be held in the Council Hearing Room, City Hall, 990 Palm Street, San
Luis Obispo, California the second Wednesday of each month, unless another location
and/or time has been announced as required by California law.
3. The meetings shall be open to the public.
4. A quorum shall consist of a majority of the members currently serving on the TBID Board.
5. All actions of the TBID Board shall be by a majority vote or consensus and shall be directed
through the Chairperson.
6. Minutes of each meeting shall be taken, shall be available as a public record and forwarded
to the Council if requested.
7. A special meeting may be called at any time by the Chairperson or by a majority of the
Board members currently serving on the TBID Board, provided each member is given
written notice of the special meeting at least 24 hours prior to the meeting, and the time
and place of the special meeting is announced as required by California Law.
8. All meetings shall be conducted in general accordance with Robert’s Rules of Order, newly
revised edition, subject to minor variation by the Chair as appropriate to the needs of the
advisory body.
9. All Board members present at a meeting shall vote on any motion or resolution brought
before the TBID Board, except when abstaining due to a conflict of interest.
10. Any Board member with a conflict of interest shall not vote on or participate in any
discussion of an item or in any way attempt to influence the decision on such item.
11. Any failure to attend three consecutive meetings or a total of six regular meetings within
any twelve-month period shall result in that member being automatically considered for
replacement.
Advisory Body Handbook February 6, 2018
City of San Luis Obispo 72 | P a g e
ARTICLE 5. FUNCTIONS AND DUTIES
The functions and duties of the TBID Board shall include, but not be limited to, the following:
1. Plan 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.
2. Develop advertising and promotional programs and projects to benefit the lodging industry
in San Luis Obispo.
3. Present an annual assessment report to the City Council regarding the implemented
promotional programs and projects.
4. Perform any other lawful tasks as directed by the Council.
ARTICLE 6. AMENDMENTS
These bylaws may be amended by the Council, upon the recommendations of two -thirds of the
members currently serving on the TBID Board, provided that the text of any such proposed
amendment shall have first been provided in writing to each Board member.
ARTICLE 7. FUND RESERVE POLICY
The purpose of the Fund Reserve policy for the TBID is to ensure stability of the program under
economic uncertainties. For the TBID Fund the level of the reserve has been established at
$100,000. Under this policy, it is allowable for total expenditures to exceed revenues in a given
year; however, the fund reserve can only be used to fund “one-time,” non-recurring expenditures
upon TBID Board approval. In the instance funds are used, the reserve fund would be replenished
to the established level in the next fiscal year.
Tourism Business Improvement District
Management Committee
Meeting Minutes
Thursday, November 7, 2019 – 10:00 a.m.
Community Development Large Conference Room
919 Palm Street, San Luis Obispo
BOARD MEMBERS PRESENT: Members Nipool Patel, Pragna Patel-Mueller and Kristin
Battaglia
BOARD MEMBERS ABSENT: None.
STAFF PRESENT: Molly Cano, Tourism Manager
Call to order time: 10:06 a.m.
BUSINESS ITEMS
1. Public Safety Power Shutoff (PSPS)
San Luis Obispo Fire Chief Keith Aggson provided an in-depth presentation to the
committee on PSPS preparedness. The committee asked question and discussed the
importance of communicating this information to stakeholders. The committee directed
staff to distribute the resource information and prepare an informational form for TBID
Board members to use to outreach to liaison properties regrading emergency
preparedness.
2. New Business Items
a. Committee Discussion - none
b. Future Agenda Items – none
c. Next Meeting Date – Thursday, December 5, 2019 at 10:00 a.m. in City Hall’s
Council Hearing Room
Meeting was adjourned at 11:10 a.m.
Tourism Business Improvement District
Marketing Committee Meeting
Minutes
Wednesday, November 6, 2019 10:30 a.m.
City Hall, 990 Palm Street, San Luis Obispo
BOARD MEMBERS PRESENT: LeBren Harris, John Conner
BOARD MEMBERS ABSENT: Dean Hutton
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:30 a.m.
BUSINESS ITEMS
1. Seasonal Promotion - 2020 Money for a Rainy Day
Agency representatives presented the 5th annual Money for a Rainy Day promotion with proposed new
creative, paid media strategy and swag. Committee members discussed lowering or removing the
requested proposal for swag and increasing funds into additional advertising. Additionally, committee
members requested a measurable goal of first-time visitors to San Luis Obispo (8% of the 2019 Money
for a Rainy Day qualified entries were first time visits to the City of San Luis Obispo).
Recommendation: The committee recommends Board approval of the presented program plan with the
following changes:
1. Remove swag component
2. Increase media buy by $7-$8k based on marketing agency discretion
3. Establish measurable campaign goal of 15% of entries being first time visitors to San Luis Obispo
2. Public Relations – Strategy Implementation Components
Jacqui Clark-Charlesworth, Public Relations representative, presented the implementation components for
the 2019-20 Public Relations Strategic Plan. Jacqui reviewed the next steps within the plan and addressed
committee members’ questions.
3. 2019-20 Tradeshow Strategy
Tourism Manager Cano recapped the committee’s work on the 2019-20 tradeshow strategy and presented
the objectives and discovery ideas including the Denver Travel & Adventure show packages and
partnership opportunities with MINDBODY. Committee members liked the proposed ideas and directed
staff to further develop the activation.
Recommendation: The committee recommends Board approval of tradeshow strategy as presented and a
not to exceed amount for staff to further develop the activation.
4. New Business
• No Committee Discussion
• No Future Agenda Items Discussed
• Next Committee Meeting: Wednesday, December 4, 2019 at 10:30 a.m. in City Hall’s
Council Hearing Room
Meeting was adjourned at 11:46 a.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 9, 2019 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, October 9, 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, October 9, 2019 at 5:30 p.m. in the Council Hearing Room, located at 990
Palm Street, San Luis Obispo, California, by Chair Matteson.
ROLL CALL
Present: Committee Members Daniel Levi, Ryan Heath, Bruce Skidmore, John Thomas, and
Chair Dana Matteson
Absent: Committee Members Melissa Godsey
Staff: Tourism Manager Molly Cano and Recording Secretary Bailey Hicks
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY COMMITTEE MEMBER LEVI, SECONDED BY
COMMITTEE MEMBER HEATH, CARRIED 5-0-1, (Committee Member Godsey absent) to
approve the Consent Agenda items 1 thru 7.
C.1 Minutes of the Meeting on September 11, 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
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 9, 2019 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS, GIA & VISITOR SERVICES QUARTER REPORT
SLO Chamber of Commerce Visitor Center Manager Dusty Colyer-Worth and
Communications and Business Education Director Jacqui Clark-Charlesworth provided a
PowerPoint presentation and responded to Committee inquiries. Dusty provided information
on the increase of visitors at the Visitor’s Center.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. PUBLIC ART PROGRAM
Lindsay Stephenson, Parks and Recreation Manager provided a PowerPoint presentation and
responded to Committee inquiries.
Public Comment
None
--End of Public Comment--
ACTION: By consensus the Committee Members shared their ideas regarding the Public
Art Program. The Committee also discussed opportunities that they could be a part of the
Public Art Program.
2. BANNER PROJECT UPDATE
Molly Cano, Tourism Manager reviewed the status of the banner project including the
railroad square banners, holiday banners and the style guide development.
Public Comment
None
--End of Public Comment--
ACTION: The Committee discussed the Downtown Banner project, Holiday Banner project
and Railroad Square project, including what was necessary to complete the projects. The
committee gave authority to the Holiday Banner taskforce to complete and approve the
banner designs. The committee gave direction to order seven banners of the current design
for Garden Street through existing PO. Pending project components: Style Guide, production
for retail/merchandising, and additional downtown banners.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 9, 2019 Page 3
3. 2019-20 PCC MEETING SCHEDULE
Molly Cano, Tourism Manager discussed the meeting schedule for the 2019-20 fiscal year
including the rescheduling of the meeting in February due to the conference schedule
conflicts.
Public Comment
None
--End of Public Comment--
ACTION: By consensus the Committee agreed to move the February meeting to February
19, 2020.
4. APPOINTMENT OF VICE CHAIR
Chair Matteson nominated Committee Member John Thomas to be Vice Chair.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER HEATH, SECONDED BY
COMMITTEE MEMBER LEVI, CARRIED 5-0-1 (Committee Member Godsey absent) to
appoint Committee Member Thomas Vice Chair.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA UPDATE- The Committee redistributed Committee Member Dixson’s GIA assignments
2. TBID BOARD REPORT
Commissioner Skidmore provided an overview of the TBID Board meeting.
3. TOURISM PROGRAM UPDATE
Tourism Manager Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 08:00 p.m. The next Regular Promotinal Coordinating Committee
meeting is scheduled for Wednesday, November 13 2019 at 5:30 p.m., in the Council Hearing
Room, 990 Palm Street, San Luis Obispo, California.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 9, 2019 Page 4
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2019