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Home My WebLink About04-14-2021 PCC Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission Agenda PROMOTIONAL COORDINATING COMMITTEE BOARD Wednesday, April 14, 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 (recommended for the best viewing quality): ➢ URL:https://slocity-org.zoom.us/j/96317880684?pwd=bytZcWJjemNKOXJNNWRsdDZOSms1Zz09 ➢ Telephone Attendee: +1 (669) 669-900-6833 ➢ Webinar ID: 963 1788 0684 Passcode: 047056 Note: The City is switching to Zoom Webinar for City Council Meetings. All attendees will enter the meeting muted. An Attendee tutorial is available on YouTube; please test your audio settings. 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 Public Comment is opened for the item you would like to speak on, please raise your virtual hand. Your name will be called and your mic will be unmuted. 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 April 14, 2021 Page 2 CALL TO ORDER John Thomas ROLL CALL : Chair John Thomas, Vice Chair Samantha Welch, Ryan Heath, Lori Lerian, John Conner, Robin Wolf and Maureen Forsberg 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. APPOINTMENT - OATH OF OFFICE Robin Wolf and Maureen Forsberg, appointed by the City Council on March 16, 2021, will take the oath of office to serve on the Promotional Coordinating Committee. CONSENT ITEMS C.1 Minutes of the Meeting on March 10, 2021 C.2 2020-21 Community Promotions Budget Report C.3 SLO Chamber Monthly Public Relations Report C.4 SLO Chamber Visitor Center Report C.5 SLO Chamber Modified GIA Marketing Support Report C.6 TOT Report C.7 Modified GIA Program: Grant + Plaza Partnership Recommendation Report PRESENTATIONS 1. NEW COMMITTEE MEMBER INTRODUCTIONS 10 mins The committee will do a brief introduction with the new members Robin Wolf and Maureen Forsberg. 2. 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 third quarter report on the Support Local marketing activities, and the program recommendations for the final phase of the program for FY 20-21. Promotional Coordinating Committee Board Agenda for April 14, 2021 Page 3 2. SERIES 4 BANNER PROJECT KICKOFF 10 mins The committee will brainstorm the banner concept direction with Katy McGrath from Badger Branding for the series 4 banner project expected for installation in Summer 2021. 3. FY 21-22 BUDGET DIRECTION & CONTRACT EVALUATIONS 30 mins The committee will discuss the priorities and direction for the FY 2021-22 PCC operating budget and the existing contract evaluations. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIASION REPORT – Liaison Assignments 2. COMMITTEE OUTREACH UPDATE – Committee Report 3. TBID BOARD REPORT – TBID Meeting Minutes: March 10, 2021 and March 31, 2021 4. TOURISM PROGRAM UPDATE ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee is scheduled for Wednesday, May 12, 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 March 10, 2021 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, March 10, 2021 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, March 10, 2021 at 5:33 p.m., by Chair Matteson via teleconference. ROLL CALL Present: Committee Members John Conner, Ryan Heath, Lori Lerian, Samantha Welch, Vice Chair John Thomas, and Chair Dana Matteson Absent: Committee Member 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 CONNER, SECONDED BY COMMITTEE MEMBER WELCH, CARRIED 6-0 (WITH COMMITTEE MEMBER STACKHOUSE ABSENT) to approve the Consent Agenda items 1 thru 7. C.1 Minutes of the Meeting on February 10, 2021 C.2 2020-21 Community Promotions Budget Report C.3 SLO Chamber Monthly Public Relations Report C.4 SLO Chamber Visitor Center Report C.5 Modified GIA Marketing Support Report C.6 TOT Report C.7 Modified GIA Program: Grant Recommendation Report DRAFT Minutes – Promotional Coordinating Committee Meeting of March 10, 2021 Page 2 PRESENTATIONS 1. PUBLIC RELATIONS MONTHLY REPORT SLO Chamber of Commerce representative, Jacqui Clark-Charlesworth provided a PowerPoint presentation review and responded to Committee inquiries. Public Comment None. --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. PLAZA PARTNERSHIP UPDATE & MODIFIED GIA MARKETING SUPPORT AMENDMENT Tourism Manager Molly Cano shared an update on the Plaza Partnership program. The Chamber will present the proposed amendments to the GIA Marketing Support agreement for the Plaza Partnership modification. Public Comment None. --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY VICE CHAIR THOMAS, CARRIED 6-0-1 (COMMITTEE MEMBER STACKHOUSE ABSENT) to approve the changes to the Chamber Marketing Support agreement. 2. SERIES 4 BANNER PROJECT Tourism Manager Cano provided an update to the approach to the series 4 banner project expected for installation in Summer 2021. Public Comment --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY COMMITTEE MEMBER WELCH, CARRIED 6-0-1 (COMMITTEE MEMBER STACKHOUSE ABSENT) to move forward with Badger for the Series 4 banners. 3. FY 21-22 BUDGET PROCESS & CONTRACT EVALUATIONS Tourism Manager Cano provided a presentation regarding the timeline and process for the development of the 2021-22 budget for the PCC program. DRAFT Minutes – Promotional Coordinating Committee Meeting of March 10, 2021 Page 3 Public Comment None --End of Public Comment-- ACTION: No action taken 4. ELECTION OF CHAIR & VICE-CHAIR AND SUBCOMMITTEE APPOINTMENTS ACTION: UPON MOTION BY COMMITTEE MEMBER MATTESON, SECONDED BY COMMITTEE MEMBER HEATH, CARRIED 6-0-1 (COMMITTEE MEMBER STACKHOUSE ABSENT) to elect Vice Chair John Thomas to the position of Chair. ACTION: UPON MOTION BY VICE CHAIR THOMAS, SECONDED BY COMMITTEE MEMBER HEATH, CARRIED 6-0-1 (COMMITTEE MEMBER STACKHOUSE ABSENT) to elect Committee Member Samantha Welch to the position of Vice Chair. By consensus, Vice Chair John Thomas and Committee Member Lori Lerian was appointed to the GIA subcommittee. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIAISON REPORT John Thomas provided an update. 2. COMMITTEE OUTREACH UPDATE - None 3. TBID BOARD REPORT – TBID Meeting Minutes: February 10, 2021 John Conner provided a brief overview of the TBID Board Meeting. 4. TOURISM PROGRAM UPDATE Tourism Manager Cano provided a brief Tourism Program update. ADJOURNMENT The meeting was adjourned at 6:57 p.m. The next Regular Promotinal Coordinating Committee meeting is scheduled for Wednesday, April 14, 2021 at 5:30 p.m., via teleconference. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021 Community Promotions Budget 2020‐21Budget 2020‐21 AmountBudget 404,143$ Returned Funds (Previous Year GIA) 8,516$ Total Budget 412,659$ ExpenditureLast Updated 4/9/2021Expenditure Allocated Committed/ExpendedAvailable BalanceContractorGrants‐in‐Aid Funding100,000$ 62,500$ 37,500$ GIA Recipients Grants‐in‐Aid Marketing Support Contract 30,000$ 30,000$ ‐$ Chamber of CommerceCommunity Placemaking & Recovery Projects 50,000$ 53,840$ (3,840)$ Various: Verdin; Various Influnecers General Contract Services 6,646$ ‐$ 6,646$ VariousVisitors Center 119,600$ 119,600$ ‐$ Chamber of CommercePR Contract 46,213$ 46,213$ ‐$ Chamber of CommerceDowntown Maps 9,000$ ‐$ Chamber of CommerceSupport Cost 5,000$ ‐$ City AdministrationAdministration 37,685$ 37,685$ City AdministrationTotal 404,143$ 349,838$ 40,306$ Report to City of SLO – TBID and PCC Public Relations Contract March 2021 PR Activity Implementation/Proactive work 1)Completed Part 2 of the Think Differently series & corresponding collateral 2)Continued working with the City on the ‘Buy Local Bonus’program 3)Pitched Buy Local Bonus Bonus Blowout to regional media 4)Sent April community events release to regional media 5)Drafted ‘Meet Your Neighborhood Wellness Center ’Q&A for VisitSLO.com 6)Drafted ‘Meet Your Neighborhood Arts Supplier ’ Q&A for VisitSLO.com 7)Drafted ‘Meet Your Neighborhood Climbing Gym’ Q&A for VisitSLO.com 8)Continued working on Plaza Pop-Ups pilot program 9)Met with AMF Media Group &SLOMA on launching the first Plaza Pop-Up 10)Continued planning with DCI and the City on a sustainability media event 11)Continued working with Verdin on Support Local Campaign and implementation 12)Continued working with the City and Noble Studios on overall tourism marketing campaign Responsive leads 1)Provided photo to freelancer, Barbara Beckley for story in Travelscope Magazine 2)Worked with TBID constituents and SLO CAL to pitch Spring /Summer Travel Deals to The New York Times 3)Offered suggestions to DCI to help update Thrillest article Partnerships 1)Worked with SLO CAL to coordinate SLO itinerary for freelancer, Chelsie Davies working on an article for Forbes 2)Connected Hotel Cerro with freelancer, Kristin Braswell working on a story for Travel + Leisure 3)Pitched the following content to Visit California: a)Earth Day in California i)Earth Day Alliance Celebration b)New Family Travel Experiences i)Madonna Inn Trail Rides ii)Bite Sized Multigenerational Travel in San Luis Obispo iii)Explore the Art of San Luis Obispo iv)Mission Plaza Light Up Downtown c)The Road Less Traveled: Unknown Summer Road Trips i)Explore San Luis Obispo on two-wheels Report to City of SLO – TBID and PCC Public Relations Contract March 2021 March 2020-21 YTD UVPM 567,734,085 3,087,234,405 AD VALUE $133,073.73 $891,765.33 PLACEMENTS 14 117 Media Placements 1.KEYT,City of San Luis Obispo doubles incentives for local shopping during the pandemic RESULT: Proactive pitching PILLAR: Support Local MENTIONS: Buy Local Bonus UVPM: 131,000 AD VALUE: $30.15 2.THRILLEST,14 Reasons to Drive to San Luis Obispo RESULT: Partnership hosting, ongoing media relationship PILLAR: Cultural, Outdoor, Culinary, Beer/Wine, Family MENTIONS: Hotel Cerro, Brasserie SLO, Big Sky Cafe, Blackwater, Sunset Drive-In, SLO Provisions, Scout Coffee, Cerro San Luis Obispo, Madonna Inn UVPM: 70,800,000 AD VALUE: $16,300.00 3.SAN DIEGO READER,Taking it SLO on California's Central Coast RESULT: Partnership FAM hosting PILLAR: Cultural, Outdoor, Culinary, Beer/Wine MENTIONS: Hotel San Luis Obispo, Hotel Cerro, Bubblegum Alley, Mission San Luis Obispo de Tolosa, Fremont Theatre UVPM: 101,000 AD VALUE: $46.42 Report to City of SLO – TBID and PCC Public Relations Contract March 2021 4.READER’S DIGEST,13 California Road Trips You Should Try to Take at Least Once RESULT: Partnership hosting, ongoing media relationship PILLAR: Cultural, Outdoor, Culinary, Beer/Wine MENTIONS: Madonna Inn, Bubblegum Alley, Mission San Luis Obispo de Tolosa UVPM: 70,666,185 AD VALUE: $16,000.00 5.INSIDER,I stayed at the famous California hotel with over 100 uniquely themed rooms, and it felt like a fairy tale RESULT: Partnership hosting, ongoing media relationship PILLAR: Cultural, Outdoor, Culinary, Beer/Wine MENTIONS: Madonna Inn UVPM: 75,900,000 AD VALUE: $17,500.00 6.TRAVEL + LEISURE,California’s Rugged Central Coast Is a Bird-watcher ’s Paradise PILLAR: Outdoor MENTIONS: SLO Provisions, Laguna Lake Park, San Luis Creek Lodge, Mistura UVPM: 2,000,000 AD VALUE: $1,600.00 7.LOS ANGELES TIMES,Working out and dining indoors again | Photos from California counties in the red tier PILLAR: Cultural MENTIONS: SLO Yoga Center, Finney’s Crafthouse & Kitchen,Firestone Grill, Bubblegum Alley UVPM: 8,100,000 AD VALUE: $1,900.00 8.LOCAL 10,5 places that aren’t on your California bucket list, but they will be after you read this PILLAR: Cultural, Culinary, Cal Poly MENTIONS: Cal Poly, Firestone Grill UVPM: 3,700,000 AD VALUE: $2,200.00 9.LOVE EXPLORING,From castles to caves: the most unusual places to stay around the world PILLAR: Cultural MENTIONS: Madonna Inn UVPM: 67,200,000 Report to City of SLO – TBID and PCC Public Relations Contract March 2021 AD VALUE: $15,400.00 10.LIVE LIKE IT’S THE WEEKEND,22 Most Unique Places to Stay in California PILLAR: Cultural MENTIONS: Madonna Inn UVPM: 268,600,000 AD VALUE: $61,800.00 11.MOM.COM,The Easiest No-Fuss Staycation We Didn't Know We Needed RESULT: Partner hosting PILLAR: Cultural, Outdoor, Family MENTIONS: Hotel San Luis Obispo, Bubblegum Alley,Doc Burnstein’s Ice Cream Lab UVPM: 302,900 AD VALUE: $243.87 12.CISION NEWS,Spring Staycation Specials from California Inns RESULT: Partnership pitching PILLAR: Cultural MENTIONS: Hotel Cerro UVPM: 191,000 AD VALUE: $43.97 13.VISIT CA,10 California Women Who Are Shaping Our World RESULT: Partnership pitching PILLAR: Cultural MENTIONS: Granada Hotel & Bistro UVPM: 1,000 14.NEW TIMES,SLO Cider Company celebrates its one year anniversary amid successful pandemic pivots RESULT: Media hosting PILLAR: Beer/Wine MENTIONS: SLO Cider UVPM: 41,000 AD VALUE: $9.32 Report to City of SLO – PCC Visitor Services Contract March 2021 Visitor Interaction March 2020 February 2021 March 2021 Walk-ins 3,087 4,449 5,507 Phone calls 573 872 847 Emails & Digital 612 1,604 1,518 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. • Featured the Cal Poly Dance exhibit “Shelter”. • 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.) 1,019 West 6% West Coast 20% East Coast 13% Southwest 22% Midwest 20% South 19% California travelers 2,004 Northern CA 20% Southern CA 23% Central Coast 36% Central Valley 19% Desert 2% Grants-in-Aid Marketing Support March 2021 Report Month Applied Event Month Organization Event EC PR PC VC SM MTG ST HD Oct-20 Oct. 17, Nov. 8, Nov. 22, Dec. 12 Cal Poly Corporation on behalf of Cal Poly Arts The Muse Hour NA NA NA NA NA NA NA NA Oct-20 Oct. 3, Nov. 14, Feb. 6, Mar. 6, May 1 San Luis Obispo Symphony Drive-In and Virtual Concert Series X X X NA Oct-20 Dec. 4 - Apr. 2 San Luis Obispo Repertory Theatre The Intermission Show and Virtually Live Online at SLO REP X X D D X D D D Oct-20 Apr. 13, 20, 27 Spokes Strategies to Survive and Thrive During Times of Crisis X X X X X X D D Nov-20 Jan. 7-28 JCC Federation of SLO SLO Jewish Film Festival X NA D D X D D NA Nov-20 TBD Ecologistics and R.A.C.E. Matters SLO BELONGING 2021 Nov-20 Jan. 9 San Luis Obispo Art Museum SLOMA Mural Project NA NA NA X NA NA NA NA Dec-20 Feb. 6 SLO Classical Academy On being human: Classical education as a bridge across divides X X X X X D D D Dec-20 Mar. 9-14 SLO International Film Festival SLO Film Festival X X X X X X D X Jan-21 Mar. 5 History Center of San Luis Obispo County Carnegie Lectures: The Quick and the Dead - Mission Plaza in the 1858 Committee of Vigilence X X D D D D NA D Jan-21 Mar. 31, Apr. 7, 14, 21, 28, May 5, 12, 19, 26, Jun. 2 Front Porch SLO Front Porch Community Nights X X X NA Feb-21 May. 1 Eckerd Connects Expanding Your Post Pandemic Toolkit X X Feb-21 Feb. 24, March 17 & 31, Apr. 24 Cal Poly Arts Virtual National Geographic Live!X X Feb-21 Apr. 29 The Land Conservancy of San Luis Obispo Annual Conservation Reception Feb-21 Apr. 10, 16, 24 Center For Family Strengthening April 2021 Drive Thru Family Resource Events X Feb-21 Apr. 16 San Luis Obispo Master Chorale Spring Video Feb-21 May 1-31 Court Appointed Special Advocates of San Luis Obispo County Hike for CASA Black is current month, gray is past work Boxes marked with "D" indicate that recipients knew about service and declined to utilize. Boxes marked with "NA" indicate that either due to timing of event services or format of event, services were not applicable. 17 Total; 13 served to date or in progress EC- Confirmed/added event(s) in local Event Calendars, including: SLO CAL, SLO Chamber, Visit SLO PR- Included event(s) in seasonal Press Release sent to local/regional media outlets PC- Spoke with recipient(s) via Phone Call to review/discuss promotional opportunities and answer questions VC- Prominently displayed printed promotional materials in Visitor Center; brochures, posters, etc. SM- Promoted event(s) on SLO Chamber Social Media channels via press release from recipients MTG- Met with Groups virtually and offered online event advice and support ST- Sold/are currently selling Tickets for event(s) through the Visitor Center HD - Included printed promotional material in Hotel Distribution 2009‐102010‐11 2011‐122012‐13 2013‐142014‐15 2015‐162016‐172017‐18 2018‐192019‐202020‐21Change +/‐July508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 535,638$ ‐41.3%August511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 622,435$ ‐24.7%September400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 660,475$ ‐8.3%October414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 626,320$ ‐12.0%November280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 420,171$ ‐29.2%December246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ 233,987$ ‐52.1%January230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ 300,504$ ‐42.3%February273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ 425,501$ ‐28.6%March326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ ‐100.0%April423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ ‐100.0%May372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ ‐100.0%June490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ ‐100.0%Total/Average4,478,481$ 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$ 3,825,030$ ‐39.2%2019‐202020‐21 Change +/‐2019‐202020‐21 Change +/‐2019‐202020‐21 Change +/‐July 80.0 54.5 ‐31.9 184.4 165.96‐10.0147.59 90.53 ‐38.7August 77.1 61.0 ‐21.0 173.97 162.84‐6.4134.18 99.27 ‐26.0September 73.3 63.1 ‐14.0 159.48 167.665.1116.97 105.79 ‐9.6October 73.0 61.9 ‐15.2 156.99 162.18 3.3 114.56 100.38 ‐12.4November 67.4 49.85 ‐25.5 147.11 145.06 ‐0.8 99.17 72.32 ‐26.1December 57.733.32‐42.0 134.41123.53‐7.6 77.5941.16‐46.4January 62.3 40.5 ‐34.7 130.45 124.24 ‐4.4 81.27 50.28 ‐37.6February 63.5 54.4 ‐14.4 145.70 138.33 ‐5.1 92.48 75.18 ‐18.7March 34.6 131.11 45.39April 17.7 95.53 16.95May 34.5 119.15 41.15June49.3 152.80 75.39Total/Average57.55 60.13 ‐20.5 144.26 164.66 ‐2.0 86.89 98.99 ‐21.7Updated: 4/9/2021TOT Comparison*Figures from Smith Travel Research Report Occupancy ADR RevPAR Promotional Coordinating Committee Agenda Report DATE: April 9, 2021 FROM: PCC GIA Committee Prepared By: Molly Cano, Tourism Manager SUBJECT: March Grants-In-Aid Awards RECOMMENDATION As recommended by the PCC GIA Committee, approve following grant recipients, and utilize the $8,516 in returned FY 19-20 GIA funds for additional grant allocations: Organization Name Event Name Bike SLO County Bike SLO County, in collaboration with R.A.C.E. Matters SLO, presents Becoming Ruby and Breaking Through Foundation for the Performing Arts Center Live from the PAC Streaming Concert Series History Center of SLO County Carnegie Lecture featuring the La Loma Adobe and Reservoir Canyon Restorative Partners, Inc. SLO Grilled Cheese Festival The Civic Ballet of San Luis Obispo CB Summer Showcase The Gala Pride and Diversity Center Central Coast Pride Organization Name Plaza Partnership Month The Gala Pride and Diversity Center June San Luis Obispo County Arts Council August 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 and support community events in new ways. City of San Luis Obispo, Title, Subtitle The PCC has allocated $100,000 from the FY 20-21 program budget for the GIA program. Due to initial limited response for GIA funding specially for passive type events, the PCC reallocated $50,000 of the total allocation to incentivize non-profit organizations in the installation of month-long passive experiences in Mission Plaza. The program is still within the Modified GIA program. Based on this budget reallocation, in FY 20-21 the PCC has made $50,000 available for modified GIA applications and $50,000 available for Plaza Partnerships. Additionally, the City continues to maintain the investment of $30,000 in promotional support services through the SLO Chamber of Commerce to assist the funded partners with communication to drive attendance and increase event visibility. Within the partnership to activate the Downtown Mission Plaza area, the City will provide three selected non-profit partners with $10,000 grant funding for the build-out of the space for the months of June, July and August, plus a complimentary infrastructure & consultation package through the City’s Activation Contractor to produce the month-long passive activation and a complementary promotional support package from the City’s GIA Marketing Support contractor. In exchange, the selected non- profit partner will be responsible for managing the month-long passive activation including the daily maintenance of the installation and the promotion of the activation to draw visitation and attraction for the duration of the program. March GIA Application Consideration The PCC received applications from six organizations for consideration: Bike SLO County, Foundation for the Performing Arts Center, History Center of SLO County, Restorative Partners, Inc., The Civic Ballet of San Luis Obispo and The Gala Pride and Diversity Center. All six organizations met the qualifications and were approved for grants from the PCC. Bike SLO County: Bike SLO County, in collaboration with R.A.C.E. Matters SLO, presents Becoming Ruby and Breaking Through Kit – 5/1 Bike SLO County will be collaborating with SLOMotion Films and R.A.C.E. Matters SLO for a film screening event/fundraiser of Becoming Ruby and Breaking Through on May 1, 2021. This special event will be an opportunity for the community to come together to view two outstanding short films, and to participate in an engaging panel discussion with Brooklyn Bell and SLO community leaders on diversity, equity, and inclusion. Foundation for the Performing Arts Center: Live from the PAC Streaming Concert Series– April – June The Live from the PAC concert series includes performances, most often from SLO's local artists and musicians, recorded live and interviews with artists about their experiences during quarantine. Programs range from thirty minutes to one-hour in length and are hosted by the Performing Arts Center staff. Anyone can view these concerts on the first Friday of every month and remain available for viewing for an additional week after the airing date. This program gives the PAC an opportunity to reach an increased number of patrons and new audiences due to the flexibility of viewing. The Performing Arts Center will continue to explore streaming programming options once doors reopen for live public performances. City of San Luis Obispo, Title, Subtitle History Center of SLO County: Carnegie Lecture featuring the La Loma Adobe and Reservoir Canyon– 6/4, 6/5, 6/6 The History Center is hosting a Zoom lecture on Friday, June 4 at 5:30, featuring three “Friends of La Loma Adobe” to talk about its history as well as and the waterworks in the nearby spring. For the following two days, the Friends will have a volunteer onsite to engage with visitors, observing all requirements with respect to social distancing and masks, etc. No access to the building will occur; all visitors will stay in the open landscaped area outside of the fence. The History Center will also have volunteers to host visitors to the Reservoir Canyon trailhead for the same hours. Restorative Partners, Inc.: SLO Grilled Cheese Festival– May 1st - June 30th Restorative Partners wants to take this fun food-themed event and turn it back to our local food establishments, which have been hardest hit by the pandemic. The Civic Ballet of San Luis Obispo: CB Summer Showcase– 6/6 This event will showcase a variety of contemporary and classical pieces performed by our company dancers, giving them their first opportunity in over a year to dance in front of a live audience. With our outdoor stage, we can have a limited amount of audience members attend. To reach more of our community members, we will also be streaming our show to view online. Our dancers and teachers are eager to share their gifts with the community of San Luis Obispo. The Gala Pride and Diversity Center: Central Coast Pride– 5/1-5/31 This event series includes TEDX talks, community lounges, a Pride Pet Photo and Pride's Got Talent competition, a drag show, a Transgender evening, a Senior evening, a Youth evening with community lounges and much more which will all be provided virtually. March Plaza Partnership Application Consideration The PCC received two applications from two organizations for the Plaza Partnership activation for consideration: The Gala Pride and Diversity Center (June) and San Luis Obispo County Arts Council (August). Applications for the July activation will still be accepted but the PCC. The Gala Pride and Diversity Center - June The vision for this display is an inclusive engaging community art project that will bring San Luis Obispo City together. The project will consist of 6-8 panels with 30 or more planks inset in the panels. People will paint the planks on both sides, creating a 360-degree art installation. Folks will also have an opportunity to contribute to the "selfie" board - an 8ft x 8ft board - to introduce themselves to the world authentically and with flair. This work will be accomplished through inclusive art workshops during Pride week in May to be ready for a June installation. City of San Luis Obispo, Title, Subtitle The boards themselves are being left to artist's discretion but will be given guidance/ideas about topics such as LGBTQ+ resilience, perseverance, "Strong, Proud and United" (our Pride theme), socially relevant topics and with representative Pride colors including the transgender flag. San Luis Obispo County Arts Council - August Inspired by the Zorastrian symbolism of her Sufi ancestors, the cult of the Instagram pop-up and sculpture made in 2020, SHAHRZAD (Lela Welch) constructs a post-apocalyptic landscape of bright color, Persian symbols and organic shapes. This fantasy landscape is made of rainbow pastel colored concrete sculptures and found objects. At the end of the activation, the landscape will be moved indoors to one of the closed shop fronts downtown. From this location SHAHRZAD will do a final performance with her sculptures, one that can be viewed either behind the store window glass or via live stream on Twitch. The performance will not include nudity, profane language or violence of any kind and will be appropriate for families. The structures will be affixed to weighted, stable concrete plinths and positioned in a way that will allow egress at the entrance to make way for wheelchair access and walkers. GIA Program Status The PCC has allocated $100,000 from the Community Promotions program to the modified GIA program in FY 20-21. Those funds are divided between $50,000 available for modified GIA applications and $50,000 available for Plaza Partnerships. Based on $50,000 in funds available the for the GIA applications, the PCC may award twenty (20) $2,500 grants through the program. Thus far twenty-three (23) grants have been approved including the six (6) recommended in this report. The funding for the additional three grants is due returned FY 19-20 GIA funds in the amount of $8,516. The PCC expects to receive another $5,000 in returned funds, once received the PCC will consider funding two final GIA applications. Based on $50,000 in funds available for the Plaza Partnerships, the PCC may award five (5) $10,000 grants through the program. Thus far four (4) grants have been approved including the two (2) recommended in this report. One additional Plaza Partnership opportunity remains to be awarded. PCC Liaison Assignments Organization Name PCC Liaison Assignment Bike SLO County Lori Foundation for the Performing Arts Center Maureen History Center of SLO County Robin Restorative Partners, Inc. Samantha The Civic Ballet of San Luis Obispo Ryan The Gala Pride and Diversity Center John Thomas t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM QUARTER 3 STAT SUMMARY (JAN-MAR) PROMOTIONAL COORDINATING COMMITTEE April 2, 2021 ADVERTISING ANALYTICS PROGRAMMATIC DIGITAL AD – LOVE SLO LIKE YOU MEAN IT Verdin developed a new video ad to educated viewers on the importance of supporting local. The message was to “Love SLO Like You Mean It,” and it encouraged people to shop local. The campaign video ran in the digital space during the months of February to March. Below are the results: Campaign Results Link Clicks: 783 Impressions: 112,667 CTR: 0.70% Views to 100%: 63,732 SOCIAL MEDIA CAROUSEL AD – RESTAURANT MONTH January was Restaurant Month. Verdin created a social media carousel ad encouraging people to support local dining by ordering take-out or enjoying food in one of the open spaces around town. This social ad ran during the month of January and below are the results. Campaign Results Clicks: 865 Reach: 43,855 Impressions: 256,637 CTR: 0.34% Social Boosted Posts Clicks: 273 Reach: 6,768 Video views: 14,000 Engagements: 208 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 TICKET TUESDAY SNAPSHOT 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. • 1/11 – Hotel SLO Blog page views: 88 Story Views: 2,714 • 1/25 – Rib Line Blog page views: 112 Story Views: 2,748 • 2/1 – Grand Central Music Blog page views: 131 Story Views: 2,306 • 2/22 –Apropos Blog page views: 144 Story Views: 2,291 • 3/8 – SloCo Wellness Blog page views: 90 Story Views: 1,844 • 3/22 – Art Central Blog page views: 45 Story Views: 1,489 #SLOBUSINESSINSIDER UPDATE From January to March, Verdin developed 13 Ticket Tuesday posts featuring local business giveaways. These posts increase visibility for businesses on social media by encouraging people to follow and engage with their accounts. Entrants must 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. • Tom’s Toys: 13 entries • Luna Red: 49 entries • Gold Rush Steak House: 280 entries • Novo: 82 entries • Joliene Bakery: 106 • Malene Winery: 49 entries • Mint + Craft: 126 entries • Cider Bar SLO: 146 entries • SLO Film Fest: 40 entries • Avanti: 179 entries • Blackwater: 41 entries • Chamisal: 56 entries • Gino’s Pizza: 86 entries Budget 2020-21 2019-20 2020-21 Projected Updated: 6/10/20 Budget 405,302$ 404,143$ Carryover Total Budget 405,302$ 404,143$ Expenditure 2019-20 2020-21 Expenditure Staff Notes Grants-in-Aid Funding 100,000$ 100,000$ PCC earmarked in January; consider maintaining allocation for modified program Grants-in-Aid Promotional Support Contract 30,000$ 30,000$ Consider needs within modified program Community Placemaking & Beautification Projects 50,000$ 50,000$ Consider the Expediture Line Item description to be inclusive of other program items SLO Happenings Campaign 15,000$ Evalute program need & PCC role for 20-21 General Contract Services 2,400$ 6,646$ Visitors Center 119,600$ 119,600$ Contract status: 2 year term; Consideration: address contract opportunities/ammedments for year 2 re: COVID PR Contract 34,000$ 46,213$ Contract status: 1 year term with the opportunity to extend to 2nd year; Consideration: different split between PCC & TBID for 20-21; PCC contribution to media monitoring service Communications Plan Consultant Services 2,000$ -$ one time expense to address PR contract support, not needed in 2020-21 Downtown Maps 9,000$ 9,000$ Future Freeze item Support Cost 5,000$ 5,000$ Maintain funding for committee, program & staff expeditures Administration (Staffing) 38,302$ 37,685$ Total 405,302$ 404,144$ Remaining Budget -$ (1)$ Community Promotions Budget Worksheet DRAFT Minutes – Tourism Business Improvement District Board Meeting of 03/10/2021 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, March 10, 2021 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 March 10, 2021 at 10:00 a.m. held via teleconference by Chair John Conner. ROLL CALL Present: Chair John Conner, and Members LeBren Young-Harris, Pragna Patel-Mueller (arrived at 10:15 AM), David Smith and Natalie Ward Absent: Vice Chair Clint Pearce 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 BOARD MEMBER YOUNG-HARRIS SECONDED BY BOARD MEMBER SMITH, CARRIED 4-0-2 (VICE CHAIR PEARCE AND BOARD MEMBER PATEL-MUELLER ABSENT) TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6. C.1 Minutes of Meeting on Wednesday, February 10, 2021 C.2 Smith Travel Report C.3 Transient Occupancy Tax (TOT) Report C.4 Chamber Public Relations Monthly Report C.5 Chamber Guest Services Monthly Report C.6 Noble Studios & DCI Marketing Monthly Report PRESENTATIONS 1. COVID-19 STATUS UPDATE Tourism Manager Molly Cano presented a COVID-19 update to the TBID Board including the status of the TBID marketing programs based on the current response tier and regulations. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 03/10/2021 Pg. 2 BUSINESS ITEMS 1. FY 21-22 BUDGET PROCESS, CONSIDERATIONS & CONTRACT EVALUATION Tourism Manager Molly Cano presented the timeline and process for the development of the 2021-22 TBID program operating budget and introduced the evaluation process for the existing contract commitments. 2. ELECTION OF CHAIR & VICE-CHAIR ACTION: MOTION BY BOARD MEMBER YOUNG-HARRIS SECONDED BY BOARD MEMBER SMITH, CARRIED 4-0-2 (VICE CHAIR PEARCE AND MEMBER PATEL-- MUELLER ABSENT) to elect Chair John Conner to serve as Chair. ACTION: MOTION BY BOARD MEMBER WARD SECONDED BY BOARD MEMBER SMITH, CARRIED 4-0-2 (VICE CHAIR PEARCE AND MEMBER PATEL--MUELLER ABSENT) to elect Member LeBren Young-Harris to serve as Vice Chair. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – Discussion regarding Homeless Meeting. 2. MARKETING COMMITTEE UPDATE – Chair Conner provided and update. 3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: February 4, 2021 Tourism Manager Molly Cano provided an update. 4. PCC UPDATE – Chair Conner highlighted the PCC’s January 13, 2021 meeting. Chair Conner provided an update. 5. VISIT SLO CAL UPDATE – Vice Chair Pearce provided an update. 6. TOURISM PROGRAM UPDATE – Staff Report from Tourism Manager Cano. ADJOURNMENT The meeting was adjourned at 11:08 a.m. The next Tourism Business Improvement District Board meeting is scheduled for Wednesday, March 10, 2021 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX DRAFT Minutes – Tourism Business Improvement District Board Meeting of 3/31/21 Pg. 1 DRAFT Minutes TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, March 31, 2021 Special Teleconference Meeting of the Tourism Business Improvement District Board CALL TO ORDER The special teleconference meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on March 31, 2021 at 9:38 a.m. at Hotel SLO and via Zoom by Vice Chair LeBren Harris. ROLL CALL Present: Chair John Conner (10:17 arrival), Vice Chair LeBren Harris and members Pragna Patel- Mueller, Natalie Ward, David Smith and Matt Wilkins Absent: Stephanie Bolles Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Stewart (remote) PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. --End of Public Comment-- BUSINESS ITEMS 1. Brand and Identity Workshop Representatives from Noble Studios led the TBID Board through a variety of workshop exercises and discussions regarding the SLO TBID’s brand. Public Comment None ---End of Public Comment--- ACTION: No action taken ADJOURNMENT The meeting was adjourned at 12:27 p.m. The next Tourism Business Improvement District Board meeting is scheduled for Wednesday, April 14, 2021 at 10:00 a.m. held remotely and via teleconference.