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Home My WebLink About01-13-2021 PCC Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission Agenda PROMOTIONAL COORDINATING COMMITTEE BOARD Wednesday, January 13, 2021 5:30 p.m. REGULAR MEETING Teleconference Based on the threat of COVID-19 as reflected in the Proclamations of Emergency issued by both the Governor of the State of California, the San Luis Obispo County Emergency Services Director and the City Council of the City of San Luis Obispo as well as the Governor’s Executive Order N-29-20 issued on March 17, 2020, relating to the convening of public meetings in response to the COVID-19 pandemic, the City of San Luis Obispo will be holding all public meetings via teleconference. There will be no physical location for the Public to view the meeting. Below are instructions on how to view the meeting remotely and how to leave public comment. Additionally, members of the Promotional Coordinating Committee (PCC) Board are allowed to attend the meeting via teleconference and to participate in the meeting to the same extent as if they were present. Using the most rapid means of communication available at this time, members of the public are encouraged to participate in PCC meetings in the following ways: 1. Remote Viewing - Members of the public who wish to watch the meeting can view: • View the Webinar o Registration URL: https://attendee.gotowebinar.com/register/7997124513939441167 o Webinar ID: 837 -237 -107 o Telephone Attendee: (631) 992-3221; Audio Access Code: 991-994-987 o Note: The City uses GoToWebinar to conduct virtual meetings. Please test your speakers and microphone settings prior to joining the webinar. If you experience audio issues, check out this short YouTube tutorial to troubleshoot audio connection issues. 2. Public Comment - The PCC will still be accepting public comment for only items on the agenda. Public comment can be submitted in the following ways: • Mail or Email Public Comment o Received by 3:00 PM on the day of meeting - Can be submitted via email to: advisorybodies@slocity.org or U.S. Mail to City Clerk at 990 Palm St., San Luis Obispo, CA 93401 o Emails sent after 3:00 PM – Can be submitted via email to advisorybodies@slocity.org and will be archived/distributed to the Advisory Body after the meeting. Emails will not be read aloud during the meeting. • Verbal Public Comment o Received by 3:00 PM on the day of the meeting - Call (805) 781-7164; state and spell your name, mention the agenda item number you are calling about and leave your comment (limited to 3 minutes). All voicemails will be forwarded to the PCC members and saved as Agenda Correspondence. Voicemails will not be played during the meeting. o During the meeting – Members of the public who wish to provide public comment can join the webinar (instructions above). Once you have joined the meeting, please put your name and Item # in the questions box. Your mic will be unmuted once Public Comment is called for the I tem and you will have 3 minutes to speak. All comments submitted will be placed into the administrative record of the meeting. Promotional Coordinating Committee Board Agenda for January 13, 2021 Page 2 CALL TO ORDER Chair Dana Matteson ROLL CALL : Chair Dana Matteson, Vice Chair John Thomas, Ryan Heath, Stephanie Stackhouse, Samantha Welch, Lori Lerian and John Conner PUBLIC COMMENT: At this time, people may address the Committee about items not on the agenda. Persons wishing to speak should come forward and state their name and address. Comments are limited to three minutes per person. Items raised at this time are generally referred to staff and, if action by the Committee is necessary, may be scheduled for a future meeting. CONSENT ITEMS C.1 Minutes of the Meeting on December 9, 2020 C.2 2020-21 Community Promotions Budget Report C.3 SLO Chamber Monthly Public Relations Report C.4 SLO Chamber Visitors Center Report C.5 TOT Report C.6 Modified GIA Program: Grant Recommendation Report PRESENTATIONS 1. PUBLIC RELATIONS, VISITOR SERVICES and GIA QUARTER REPORT 20 mins Representatives from the SLO Chamber will present the quarter report on the Public Relations, Visitor Services and GIA contract activities. BUSINESS ITEMS 1. SUPPORT LOCAL PROGRAM UPDATE 30 mins Ashlee Akers from Verdin will present the second quarter report on the Support Local marketing activities, and the campaign concept options & program recommendations for the final phase of the program for FY 20-21. 2. SERIES 3 BANNER PROJECT 30 mins Katy McGrath from Badger Branding will present the Series 3 banner design concept designs for the committee’s review and approval. 3. FY 20-21 MID YEAR BUDGET REVIEW 10 mins Staff will present a budget status review for the committee’s consideration and discussion. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIASION REPORT – Liaison Assignments 2. COMMITTEE OUTREACH UPDATE – Committee Report Promotional Coordinating Committee Board Agenda for January 13, 2021 Page 3 3. TBID BOARD REPORT – TBID Meeting Minutes: December 9, 2020 4. TOURISM PROGRAM UPDATE ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee is scheduled for Wednesday, February 10 , 2021, 2020 at 5:30 p.m. held remotely and via teleconference. The City of San Luis Obispo wishes to make all of its public meetings accessible to the public. Upon request, this agenda will be made available in appropriate alternative formats to persons with disabilities. Any person with a disability who requires a modification or accommodation in order to participate in a meeting should direct such request to the City Clerk’s Office at (805) 781-7100 at least 48 hours before the meeting, if possible. Telecommunications Device for the Deaf (805) 781-7107. Meeting audio recordings can be found at the following web address: http://opengov.slocity.org/WebLink/1/fol/61016/Row1.aspx DRAFT Minutes – Promotional Coordinating Committee Meeting of December 9, 2020 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, December 9, 2020 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, December 9, 2020 at 5:32 p.m., by Chair Matteson via teleconference. ROLL CALL Present: Chair Dana Matteson, Vice Chair John Thomas, Members Ryan Heath, Samantha Welch, Lori Lerian and John Conner Absent: Stephanie Stackhouse Staff: Tourism Manager Molly Cano and City Clerk Teresa Purrington PUBLIC COMMENT ITEMS NOT ON THE AGENDA None --End of Public Comment-- CONSENT ITEMS ACTION: UPON MOTION BY COMMITTEE MEMBER WELCH, SECONDED BY COMMITTEE MEMBER CONNER, CARRIED 6-0 to approve the Consent Agenda items 1 thru 6. C.1 Minutes of the Special Meeting on November 18, 2020 C.2 2020-21 Community Promotions Budget Report C.3 Public Relations Report C.4 Visitors Center Report C.5 TOT Report C.6 Modified GIA Program: Grant Recommendation Report PRESENTATIONS 1. PUBLIC RELATIONS MONTHLY REPORT DRAFT Minutes – Promotional Coordinating Committee Meeting of December 9, 2020 Page 2 Jacqui Clark-Charlesworth, SLO Chamber provided a PowerPoint presentation and responded to Committee inquiries. Public Comment None. --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. SERIES 3 BANNER PROJECT Katy McGrath, Badger Branding provided a PowerPoint presentation and responded to Committee inquiries and direction to be presented at the next meeting. Public Comment None. --End of Public Comment-- 2. 2021-23 COUNCIL GOAL SETTING INPUT Tourism Manager Molly Cano provided a PowerPoint presentation and responded to Committee inquiries. Public Comment None. --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER HEATH, SECONDED BY COMMITTEE MEMBER LERIAN, CARRIED 6-0-1 to adopt the goals as presented in the staff report and forward them to City Council. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIAISON REPORT – Review of GIA Master Database and assignments. 2. COMMITTEE OUTREACH UPDATE – COMMITTEE REPORT - None. 3. TBID BOARD REPORT – TBID Meeting Minutes: November 18, 2020 John Conner provided a brief overview of the TBID Board Meeting. 4. TOURISM PROGRAM UPDATE Tourism Manager Cano provided a brief Tourism Program update. DRAFT Minutes – Promotional Coordinating Committee Meeting of December 9, 2020 Page 3 ADJOURNMENT The meeting was adjourned at 6:42 PM. The next Rescheduled Regular Promotinal Coordinating Committee meeting is scheduled for Wednesday, January 13, 2021 at 5:30 p.m., via teleconference. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2020 Community Promotions Budget 2020-21 Budget 2020-21 Amount Budget 404,143$ Returned Funds (Previous Year GIA)-$ Total Budget 404,143$ Expenditure Last Updated 1/8/2020 Expenditure Allocated Committed/E xpended Available Balance Contractor Grants-in-Aid Funding 100,000$ 17,500$ 82,500$ GIA Recipients Grants-in-Aid Marketing Support Contract 30,000$ 30,000$ Chamber of Commerce Community Placemaking & Recovery Projects 50,000$ 14,630$ 35,370$ Various: Verdin; Various Influnecers General Contract Services 6,646$ -$ 6,646$ Various Visitors Center 119,600$ 119,600$ Chamber of Commerce PR Contract 46,213$ 46,213$ Chamber of Commerce Downtown Maps 9,000$ -$ Chamber of Commerce Support Cost 5,000$ -$ City Administration Administration 37,685$ -$ City Administration Total 404,143$ 227,943$ 124,516$ Funds Remaining -$ 176,201$ Report to City of SLO – TBID and PCC Public Relations Contract December 2020 PR Activity Implementation/Proactive work 1)Continued planning and held Think Differently event 2)Pitched Support Local ‘Buy Local Bonus’ program 3)Drafted ‘Buy Local Bonus’ blog for VisitSLO.com 4)Drafted ‘Meet Your Neighborhood Toy Shop’ Q&A for VisitSLO.com 5)Drafted ‘Meet Your Neighborhood Creative’ Q&A for VisitSLO.com 6)Drafted ‘Meet Your Neighborhood Fashionable Francophile’ Q&A for VisitSLO.com 7)Partnered with Michelle Barrera of Enjoy SLO on Shop Local & Buy Local Bonus campaign 8)Partnered with Brook Pitts @brooklynnpitts on Shop Local & Buy Local Bonus campaign 9)Continued working with Verdin on Support Local Campaign and implementation 10)Continued working with the City and Noble Studios on overall tourism marketing campaign Responsive leads 1)Provided photos to previously hosted journalist, Laurie Jo Miller Farr for Napa Valley Life Magazine 2)Provided images and information to DCI for Oyster story on hotel pets 3)Connected local chefs with DCI for Restaurant Month interviews 4)Shared 2020 Heroes ideas with DCI for media pitching Partnerships 1)Connected local makers with Visit SLO CAL for wellness charcuterie media gift 2)Provided itinerary suggestions and connected with freelancer Amanda Kuehn for 7x7 Magazine hosted in partnership with Hotel SLO 3)Continued working with Visit SLO CAL and Hotel SLO on freelancer Chelsea Davis’s visit via CCTC 4)Pitched the following content to CCTC: a)Virtual Classroom - family friendly offerings i)The Search For Santa's Mouse 5)Pitched the following content to Visit California: a)Relax and Recharge i)Family Wellness Escape in San Luis Obispo b)Black History in California You Don't Know About i)San Luis Obispo’s devoted community activist, Maxine Lloyd Lewis c)California Women Making Their Mark i)Mary Alice, Blackwater boutique in San Luis Obispo ii)Amber Karson, Karson-Butler Events iii)Community activist and diversity leader, Courtney Haile Report to City of SLO – TBID and PCC Public Relations Contract December 2020 Digital influencers 1.Michelle Barrera, @enjoyslo RESULT: Proactive pitching PILLAR: Support local, Cultural FOLLOWERS: 13,800 2.Brooke Pitts, @brooklynpitts RESULT: Proactive pitching PILLAR: Support local, Cultural FOLLOWERS: 33,000 Media Placements 1.EQ LUXE, Taking it SLO RESULT: Media visit PILLAR: Beer/Wine, Culinary, Outdoor, Cultural MENTIONS: Hotel Cerro, Hotel SLO, Big Sky Cafe, Novo Restaurant, Sidecar Cocktail Co., Buona Tavola, Brasserie SLO, Mission Plaza, Breakaway Tours, Wolff Vineyards, Tolosa, Edna Valley Vineyards UVPM: 15,000 December 2020-21 YTD UVPM 363,348,574 1,895,650,760 AD VALUE $26,100.61 $532,691.56 PLACEMENTS 19 64 Report to City of SLO – TBID and PCC Public Relations Contract December 2020 2.OYSTER, Best Hotels With a Pet on Staff RESULT: Responsive lead, SLO CAL PILLAR: Cultural, Culinary MENTIONS: Madonna Inn UVPM: 384,174 AD VALUE: $88.36 3.7X7, Long Weekend on the Central Coast: Foraging, Wine Tasting, Wildlife + Small-Town Inns RESULT: Strategic Partnership PILLAR: Beer/Wine, Culinary, Outdoor, Cultural MENTIONS: Mistura, Novo, Sidecar Cocktail Co., Hotel SLO, SLO Provisions, Chamisal, Malene, Tolosa UVPM: 99,000 AD VALUE: $22.86 4.BUDGET TRAVEL, Outdoor holiday celebrations around the United States RESULT: Partnership pitching PILLAR: Cultural MENTIONS: Light Up Downtown, Mission Plaza UVPM: 56,000 AD VALUE: $12.93 5.HUFFPOST, Chefs Predict How Restaurants Will Change In 2021 RESULT: Responsive lead, SLO CAL PILLAR: Culinary MENTIONS: Luna Red UVPM: 159,600,000 AD VALUE: $10,000.00 6.MSN LIFESTYLE, Old-fashioned hotel stays that will transport you back in time RESULT: Ongoing media relationship PILLAR: Cultural MENTIONS: Madonna Inn UVPM: 201,500,000 AD VALUE: $15,400.00 Report to City of SLO – TBID and PCC Public Relations Contract December 2020 7.THE TRIBUNE, Shopping in SLO? Here’s how you can get free money from the city RESULT: Proactive pitching PILLAR: Support local MENTIONS: Buy Local Bonus UVPM: 856,000 AD VALUE: $393.88 8.NEW TIMES, Local economic relief programs take shape RESULT: Proactive pitching PILLAR: Support local UVPM: 41,000 AD VALUE: $9.32 9.KSBY, City of SLO buying gift cards from local businesses for its "Buy Local Bonus" program RESULT: Proactive pitching PILLAR: Support local MENTIONS: Buy Local Bonus UVPM: 139,000 AD VALUE: $31.97 10.KCBX, Gift cards and grants: SLO County cities offer more local business relief RESULT: Proactive pitching PILLAR: Support local MENTIONS: Buy Local Bonus UVPM: 7,300 11.KSBY, 5 days until Christmas: Holiday shoppers hit local stores for last minute gifts RESULT: Proactive pitching PILLAR: Support local MENTIONS: Buy Local Bonus, Moondoggies, Ambiance, Mint + Craft UVPM: 139,000 AD VALUE: $31.97 12.KEYT, New SLO holiday banners honoring diverse cultural celebrations PILLAR: Cultural UVPM: 131,000 AD VALUE: $30.15 Report to City of SLO – TBID and PCC Public Relations Contract December 2020 13.KSBY, San Luis Obispo offering free parking, curbside pick-up to make it easier for people to shop downtown PILLAR: Support local UVPM: 139,000 AD VALUE: $31.97 14.PASO ROBLES DAILY NEWS, Scavenger hunt downtown SLO invites public to hunt for ‘Santa’s mouse’ PILLAR: Cultural, Family MENTIONS: San Luis Obispo Children’s Museum, Downtown SLO UVPM: 36,000 AD VALUE: $8.27 15.PASO ROBLES DAILY NEWS, SLO Children’s Museum plans ‘Noon Year’s Eve’ virtual celebration PILLAR: Cultural, Family MENTIONS: San Luis Obispo Children’s Museum UVPM: 36,000 AD VALUE: $8.27 16.KSBY, Murals line neighborhood paths in San Luis Obispo PILLAR: Cultural, Support Local UVPM: 139,000 AD VALUE: $31.97 17.INSIDE WEDDINGS, California Honeymoon Hotel Ideas for a Romantic Vacation Close to Home PILLAR: Outdoor, Beer/Wine, Culinary, Family, Cultural MENTIONS: Madonna Inn, Mission San Luis Obispo de Tolosa, Bubblegum Alley UVPM: 30,000 AD VALUE: $6.96 18.BOULDER JEWISH NEWS, Virtual Jewish Film Festivals: January is San Luis Obispo PILLAR: Cultural MENTIONS: JCC Federation of San Luis Obispo UVPM: 1,000 19.RACHEL’S STYLISH LIFE, Hotel Cerro RESULT: Strategic partnership PILLAR: Outdoor, Beer/Wine, Culinary, Cal Poly MENTIONS: Hotel Cerro, Cal Poly, Brasserie SLO UVPM: 100 Report to City of SLO – PCC Visitor Services Contract December 2020 Visitor Interaction December 2019 November 2020 December 2020 Walk-ins 6,688 4,432 4,432 Phone calls 505 1,044 809 Emails & Digital 622 901 1,627 Visitor Center Highlights • Open to best serve our community and visitors . • Working collaboratively with City and regional partners to navigate community through COVID-19 crisis. • Promoting efforts to support local businesses – collaborated, launched, and administrating the Buy Local Bonus program. • Visitor Center Manager serving on the City’s Diversity, Equity, and Inclusion Task Force. • Decorated the Visitor Center for the holidays with the “SLO Bright” theme. • Participated with DTSLO and the Children’s Museum as a “Santa Mouse” location. • Distributed the “Safe New Year” kits for children. • Enjoyed helping every guest that walked through our doors, calls, emails, or otherwise engages from a safe distance. Demographic Snapshot International travelers 0 Asia 0% Africa 0% Europe 0% Australia/New Zealand 0% United Kingdom 0% North America 0% South America 0% Domestic travelers (outside of CA.) 984 West 5% West Coast 28% East Coast 19% Southwest 18% Midwest 15% South 15% California travelers 2,111 Northern CA 18% Southern CA 21% Central Coast 43% Central Valley 16% Desert 2% 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 Change +/- July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 535,691$ -41.3% August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 617,025$ -25.3% September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 647,535$ -10.1% October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 553,956$ -22.1% November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 381,448$ -35.7% December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ -100.0% January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ -100.0% February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ -100.0% March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ -100.0% April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ -100.0% May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ -100.0% June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ -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$ 7,438,338$ 7,873,272$ 6,292,853$ 2,735,656$ -56.5% 2019-20 2020-21 Change +/-2019-20 2020-21 Change +/-2019-20 2020-21 Change +/- July 80.0 54.5 -31.9 184.4 165.96 -10.0 147.59 90.53 -38.7 August 77.1 61.0 -21.0 173.97 162.84 -6.4 134.18 99.27 -26.0 September 73.3 63.1 -14.0 159.48 167.66 5.1 116.97 105.79 -9.6 October 73.0 61.9 -15.2 156.99 162.18 3.3 114.56 100.38 -12.4 November 67.4 49.85 -25.5 147.11 145.06 -0.8 99.17 72.32 -26.1 December 57.7 134.41 77.59 January 62.3 130.45 81.27 February 65.4 145.83 95.42 March 34.6 131.11 45.39 April 17.7 95.53 16.95 May 34.5 119.15 41.15 June 49.3 152.80 75.39 Total/Average 57.72 60.13 -20.5 144.27 164.66 -2.0 87.14 98.99 -21.7 Updated: 1/7/2021 TOT Comparison *Figures from Smith Travel Research Report Occupancy ADR RevPAR Promotional Coordinating Committee Agenda Report Meeting Date: Item Number: DATE: January 8, 2021 FROM: PCC GIA Committee Prepared By: Molly Cano, Tourism Manager SUBJECT: December Grants-In-Aid Awards RECOMMENDATION As recommended by the PCC GIA Committee, approve following grant recipients: Organization Name Event Name SLO Classical Academy On Being Human: Classical education as a bridge across divides San Luis Obispo International Film Festival SLO Film Festival DISCUSSION Background The PCC has been offering Cultural GIA funding for decades. Local non-profit organizations utilize the funding to provide cultural, recreational, or social activities in our community. Due to COVID-19 and the current restrictions on large group gatherings, the PCC was forced to terminate the regular Cultural GIA application process and establish a modified program that meets the current needs of the community. The PCC has reconfigured the GIA program to reflect the current realities and needs of local community events, but has maintained the full allocation ($100,000 in funding and the opportunity for up to $30,000 in promotional support services) intended to support these grants within the program budget to support events in the community in a new way. The PCC has a total of 40 grants at $2500 each to award during the 2020-21 fiscal year. December Application Consideration The PCC received applications three organizations for consideration: SLO Classical Academy, San Luis Obispo Master Chorale, San Luis Obispo International Film Festival. Two applications met the applicant and event eligibility criteria and have unanimously been recommended by the committee for a grant award. The Master Chorale Christmas application has not been recommended due to the grant funding being requested retroactively for an event which took place in December. City of San Luis Obispo, Title, Subtitle SLO Classical Academy: On Being Human – Virtual Event; February 6th, 2021 This event will be an online one-day mini-conference open to the public. It will have two speakers who are both experts in Classical Education, have higher degrees in education and sociology, and have both lived a black experience in the US. They will lead discussions that address the history of classical education, race, diversity, and what that looks like today in the educational realm. Attendees will listen to each of the speakers for approximately 45 minutes and then there will be an open forum question- answer session after each one. The grant will support the marketing and production of a 15-minute video of Master Chorale music director Tom Davies, accompanist Susan Davies, and their two sons, singing carols and Tom discussing his career as a choral director, plus the background on the pieces that will be performed. This will be filmed in his living room in San Luis Obispo County, with only one videographer, plus his immediate family (5 people total). It will be marketed on our local media via print and digital ads, social media, website and through email marketing, and will be available for download/viewing for free on our website and YouTube channel. SLO Film Festival: San Luis Obispo International Film Festival – Hybrid Event; March 9th-14th, 2021 Between March 9th-14th, we will be presenting a hybrid version of the festival with a robust virtual platform and in-person events that work within state-mandated guidelines. SLO Film Festival believes in the powerful role of cinema in shaping lives and know that these stories can transcend any format, whether in person or virtual. Over six days audience members will have virtual access to over 100 films from around the world, along with filmmaker Q&A’s, our awards gala, social hub and more! GIA Program Status Currently of the 40 total grants to be awarded by the PCC, there have been seven granted thus far. These two awarded grants would allow for 31 remaining grants to support additional future events. PCC Liaison Assignments Event Name Organization Name PCC Liaison Assignment On Being Human SLO Classical Academy Ryan Heath SLO Film Festival San Luis Obispo International Film Festival John Conner t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM QUARTER 2 STAT SUMMARY (OCT-DEC) PROMOTIONS COORDINATING COMMITTEE January 5, 2021 ADVERTISING ANALYTICS PROGRAMMATIC DIGITAL AD - #SLOREADY Verdin continued to run the #SLOready campaign video in the digital space during the months of October and early November. The video encouraged safe patronage and thanked viewers for their continued support. Below are the results. Campaign Results Clicks: 1,945 Impressions: 197,214 CTR: 1.05% Views to 100%: 111,278 (57%) Campaign Results Clicks: 1,417 Impressions: 157,918 CTR: 0.9% Views to 100%: 88,994 (55%) Organic social: 192 reactions, 42 comments and 7 shares Social Boosted Posts Clicks: 552 Reach: 23,336 Video views: 18,560 Engagements: 2,073 PROGRAMMATIC DIGITAL AD & SOCIAL BOOSTS – SLOBRIGHT HOLIDAY Verdin created a holiday video encouraging people to shop local this holiday season. In collaboration with the City of SLO team, a Holiday Happenings landing page was developed to guide visitors to additional information on shopping, guides, maps, and ways to support local businesses around town. We ran the video in the programmatic space during the months of late November and December and below are the results. t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 ADDITIONAL ADVERTISING ANALYTICS PROGRAM OVERVIEW The City of San Luis Obispo allocated additional funds to support the shop local holiday campaign. The goal was to extend the reach beyond the current digital media plan. This included print ads in the New Times, social media ads, streaming music platforms, video pre-roll on KSBY.com and SanLuisObispo.com (The Tribune) as well as native digital ads. Below are the results. New Times Holiday Guide and Gift Guide Circulation: 25,000 Native - Digital Clicks: 88 Impressions: 43,792 CTR: 0.25% KSBY Video Pre-roll Clicks: 13 Impressions: 10,007 CTR: 0.13% Tribune Video Pre-roll Clicks: 86 Impressions: 19,607 CTR: 0.44% Streaming Music Impressions: 18,054 100% completion: 17,481 Facebook & Instagram Clicks: 107 Impressions: 9,205 CTR: 0.01% Views to 100%: 299 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM TICKET TUESDAY SNAPSHOT From October to December, Verdin developed and posted 11 Ticket Tuesday posts featuring local business giveaways. The goal is to increase engagement between the community and businesses on social media and to encourage followers to enter to win. To qualify they had to follow the Share SLO Instagram as well as the featured business and tag a friend in the comments. Below are the entry results for this quarter. • Downtown Cal Poly Store: 20 entries • SLODoCo: 83 entries • Lincoln Deli: 40 entries • Active Coffee Co.: 38 entries • Burger Village: 36 entries • Cycle Tribe: 102 entries • SLO Visitor Center: 40 entries • Pipsticks: 19 entries • Apropos: 16 entries • Moondoggies: 78 entries • Twig & Arrow Salon: 105 entries #SLOBUSINESSINSIDER UPDATE In collaboration with the City of SLO team and the SLO Chamber, the #SLOBusinessInsider is a support local program that spotlights different businesses throughout the city. The program features a Q&A with the business owner(s), fun facts, designed social story, organic social post on Instagram and Facebook, and a direct link to a dedicated blog housed on visitslo.com. We feature two businesses per month. Below are the featured businesses from this quarter. • 10/5 – Junk Girls Blog page views: 130 Engagement: 4,314 • 10/19 – SLO Sweets Blog page views: 186 Engagement: 3,238 • 11/2 – SLO Provisions Blog page views: 130 Engagement: 4,448 • 11/16 – Karson Butler Blog page views: 137 Engagement: 5,589 • 12/7 – Tom’s Toys Blog page views: 63 Engagement: 4,394 • 12/14 – SLOCally Made Blog page views: 88 Engagement: 2,133 • 12/21 – Maison Marianne Blog page views: 53 Engagement: 2,383 Organization Name Event Name Event DateOrg. Contact Person E‐mail Address Approved PCC Liaisons Cal Poly Corporation (on behalf of Cal Poly Arts)The Muse HourOct. 17 (Karamo), Nov. 8 (Lila Downs), Nov. 22 (Rhiannon Giddens), Dec. 12 (Pink Martini)Denise Leader Stoeberdleaders@calpoly.eduyes John Conner San Luis Obispo SymphonyDrive‐In & Virtual Concert Series10/3/20, 11/14/20, 2/6/21, 3/6/21, 5/1/21Anna James Miller, Executive Directoranna@slosymphony.orgyes Samantha SLO Repertory TheatreThe Intermission Show and Virtually Live Online at SLO REPDecember 4, 2020 – April 2, 2021 Patty Thayerpatty@slorep.orgyes John Thomas SpokesStrategies to Survive and Thrive During Times of Crisis Feb‐20 Michael Simkinsceo@spokesfornonprofits.orgyes Lori JCC‐Federation of SLO SLO Jewish Film Festival January 7‐28, 2021Bobby Naimarkinfo@jccslo.comyes Ryan BELONGING 2021 Ecologistics, Inc./R.A.C.E. Mat 02/01/21‐04/30/21Stacy Huntstacey@ecologistics.orgyes StephanieSLOMA Mural ProjectSan Luis Obispo Museum of Art 1/9/2021 Leann Standishlstandish@sloma.orgyes Dana SLO Classical AcademyOn being human: Classical education as a bridge across divides 2/6/2021 Cozy Faber cfaber@sloclassical.org yes Ryan San Luis Obispo International Film Festival SLO Film Festival March 9th‐14th 2021 Skye McLennan skye@slofilmfest.org yes John Conner 2020‐21 Modified GIA Master Database DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/09/20 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, December 9, 2020 Regular Meeting of the Tourism Business Improvement District Board CALL TO ORDER The regular teleconference meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on December 9, 2020 at 10:00 a.m. held via GoToWebinar by Chair John Conner. ROLL CALL Present: Chair John Conner, Vice Chair Clint Pearce and Members LeBren Young-Harris, Pragna Patel-Mueller (arrived at 10:18 AM), David Smith (arrived at 10:18 AM) and Natalie Ward Absent: Member John Byrns Staff: Tourism Manager Molly Cano and City Clerk Teresa Purrington PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. --End of Public Comment-- CONSENT ITEMS ACTION: MOTION BY VICE CHAIR PEARCE SECONDED BY COMMITTEE MEMBER WARD, CARRIED 4-0-3 (WITH MEMBERS BYRNS, PATEL-MUELLER, AND SMITH ABSENT), TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6. C.1 Minutes of Meeting on Wednesday, November 18, 2020 C.2 Smith Travel Report C.3 Transient Occupancy Tax (TOT) Report C.4 Chamber Public Relations Monthly Report C.5 Chamber Visitor Center Monthly Report C.6 Noble Studios & DCI Marketing Monthly Report Public Comment None. --End of Public Comment-- DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/09/2020 Pg. 2 BUSINESS ITEMS 1. MARKETING PROGRAM UPDATE & Q3 MEDIA PLAN Tourism Manager Cano and Shyla Lindner reviewed the current marketing status and consider the marketing committee recommendations for approval including the Q3 media plan. Public Comments: None ---End of Public Comments--- ACTION: MOTION BY VICE CHAIR PEARCE, SECONDED BY COMMITTEE MEMBER SMITH, CARRIED 6-0-1 (WITH MEMBER BYRNS ABSENT), to approve the Reallocation the remaining Q2 paid media budget from December ($25,000) to January thru June 2021. ACTION: MOTION BY VICE CHAIR PEARCE, SECONDED BY COMMITTEE MEMBER SMITH, CARRIED 6-0-1 (WITH MEMBER BYRNS ABSENT), to approve the channels and budget outlined in the presentation. 2. 2019-24 SLO TBID STRATEGIC PLAN UPDATE Tourism Manager Cano reviewed the management committee’s recommended amendments to the 2019-24 SLO TBID Strategic Plan and discuss the revisions as presented for the considered approval. Public Comments: None ---End of Public Comments--- ACTION: MOTION BY MEMBER PATEL-MUELLER, SECONDED BY COMMITTEE MEMBER SMITH, CARRIED 6-0-1 (WITH MEMBER BYRNS ABSENT), to approve changes as provided in the staff report. 3. 2021-23 COUNCIL GOAL SETTING INPUT TBID Board will finalize the TBID goal input to submit for the 2021 -23 City Council goal- setting process. ACTION: MOTION BY MEMBER SMITH, SECONDED BY COMMITTEE MEMBER WARD, CARRIED 6-0-1 (WITH MEMBER BYRNS ABSENT), to recommend the proposed Goals and Objectives to the City Council to consider as part of the FY 21-23 Financial Plan process. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/09/2020 Pg. 3 TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – No discussion 2. MARKETING COMMITTEE UPDATE – Update from December 2, 2020 meeting 3. MANAGEMENT COMMITTEE UPDATE –Update from the December 3, 2020 meeting 4. PCC UPDATE – Chair Conner highlighted the PCC’s November 18, 2020 meeting items such as holiday banner program, GIA updates and working on City Council goals. 5. VISIT SLO CAL UPDATE – Liaison Reports by Member Pearce and Tourism Manager Cano. 6. TOURISM PROGRAM UPDATE – Staff Report from Tourism Manager Cano. ADJOURNMENT The meeting was adjourned at 11:20 A.m. The next Tourism Business Improvement District Board meeting is scheduled for Wednesday, January 13, 2021 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX