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Home My WebLink About01-12-2022 PCC Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission Agenda PROMOTIONAL COORDINATING COMMITTEE BOARD Wednesday, January 12, 2022 5:30 p.m. REGULAR MEETING Teleconference Pursuant to Executive Orders N-60-20 and N-08-21 executed by the Governor of California, and subsequently Assembly Bill 361, enacted in response to the state of emergency relating to novel coronavirus disease 2019 (COVID-19) and enabling teleconferencing accommodations by suspending or waiving specified provisions in the Ralph M. Brown Act (Government Code § 54950 et seq.), commissioners and members of the public may participate in this regular meeting by teleconference. Using the most rapid means of communication available at this time, members of the public are encouraged to participate in teleconference meetings in the following ways: 1. Remote Viewing - Members of the public who wish to watch the meeting can:  View the Webinar (recommended for the best viewing quality):  URL: https://slocity-org.zoom.us/j/87230036593?pwd=dHhTNnJKYi9pZFNoTHUrdEViYXVuZz09  Telephone Attendee: +1 669 900 6833  Webinar ID: 872 3003 6593; Passcode: 639045 Note: The City utilizes Zoom Webinar for remote meetings. All attendees will enter the meeting muted. An Attendee tutorial is available on YouTube; test your audio settings. 2. Public Comment - 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 members of the Advisory Body the day after the meeting. Emails will not be read aloud at the meeting.  Verbal Public Comment a. Received by 3:00 PM on the day of the meeting - Call (805) 781-7164; state and spell your name, the agenda item number you are calling about and leave your comment. The verbal comments must be limited to 3 minutes. All voicemails will be forwarded to Advisory Body Members and saved as Agenda Correspondence. Voicemails will not be played during the meeting. o During the meeting – Join the webinar (instructions above). Once public comment for the item you would like to speak on is called, please raise your virtual hand, your name will be called, and your microphone will be unmuted. If you have questions, contact the office of the City Clerk at cityclerk@slocity.org or (805) 781-7100. All comments submitted will be placed into the administrative record of the meeting. Promotional Coordinating Committee Board Agenda for January 12, 2022 CALL TO ORDER Chair John Thomas ROLL CALL: Chair John Thomas, Vice Chair Samantha Welch, Lori Lerian, John Conner, Robin Wolf, Maureen Forsberg and Anni Wang PUBLIC COMMENT: At this time, people may address the Committee about items not on the agenda. 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 8, 2021 C.2 2021-22 Community Promotions Budget Report C.3 SLO Chamber Monthly Public Relations Report C.4 SLO Chamber Visitor Center Report C.5 SLO Chamber GIA Support Report C.6 TOT Report PRESENTATIONS 1. SUPPORT LOCAL QUARTER REPORT 15 mins Representatives from Verdin will present the second quarter report for the Support Local marketing activities and the plan for the next phase of the program. 2. PUBLIC RELATIONS, GIA & VISITOR SERVICES QUARTER REPORT 20 mins Representatives from the SLO Chamber will present the second quarter report for the Public Relations, GIA and Visitor Services activities. BUSINESS ITEMS 1. MIDYEAR BUDGET + PROGRAM REVIEW 15 mins The committee will review the current budget status for discussion on priorities and adjustments for the reminder of the fiscal year. 2. PUBLIC ART PROMOTIONAL SUPPORT 30 mins The committee will continue the discussion on public art promotional support. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIASION REPORT – Liaison Assignments 2. COMMITTEE OUTREACH UPDATE – Committee Report Promotional Coordinating Committee Board Agenda for January 12, 2022 3. TBID BOARD REPORT – TBID Meeting Minutes: December 8, 2021 4. TOURISM PROGRAM UPDATE ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee is scheduled for Wednesday, February 9, 2022, at 5:30 p.m. held remotely 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) 781-7410. 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 8, 2021 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, December 8, 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, December 8, 2021 at 5:30 p.m., by Chair Thomas. ROLL CALL Present: Chair John Thomas, Committee Members, John Conner, Maureen Forsberg, Lori Lerian and Anni Wang Absent: Vice Chair Samantha Welch, and Committee Member Robin Wolf Staff: Tourism Manager Molly Cano and Tourism Coordinator Matt Teel 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 FORSBERG, CARRIED 5-0-2 (with Vice Chair Welch and Member Wolf absent) to approve the Consent Agenda items 1 thru 7. C.1 Minutes of the Meeting on November 10, 2021 C.2 2021-22 Community Promotions Budget Report C.3 SLO Chamber Monthly Public Relations Report C.4 SLO Chamber Visitor Center Report C.5 SLO Chamber GIA Support Report C.6 TOT Report C.7 Modified GIA Program: Grant Recommendation Report PRESENTATIONS 1. NEW COMMITTEE MEMBER & STAFF INTRODUCTIONS DRAFT Minutes – Promotional Coordinating Committee Meeting of December 8, 2021 Page 2 New PCC Member Anni Wang and new staff person Matt Teel, Tourism Coordinator were introduced to the committee. 2. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE Jacqui Clark-Charlesworth, SLO Chamber presented the report on the public relations activities that occurred over the past month. Public Comment None. --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. PUBLIC ART PROMOTIONAL SUPPORT Tourism Manager Molly Cano and Jacqui Clark-Charlesworth, SLO Chamber presented an approach to public art promotional support for the committee to consider, including an opportunity to partner with SLOMA on a public art media group FAM. Public Comment None --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY COMMITTEE MEMBER FORSBERG, CARRIED 5-0-2 (with Vice Chair Welch and Member Wolf absent) to approve the budget allocation of $6,000 for an arts and cultural FAM trip. 2. PCC SUSTAINABILITY RESOURCES Tourism Manager Molly Cano presented an outline of the sustainability resources for the committee’s approval. Public Comment Dusty Colyer-Worth --End of Public Comment-- ACTION: By consensus the Board approved the sustainability resource. 3. 2022-2023 GIA PROCESS DISCUSSION Tourism Manager Molly Cano outlined of the Cultural GIA program for fiscal year 2022-2023 based on the direction from the November meeting. DRAFT Minutes – Promotional Coordinating Committee Meeting of December 8, 2021 Page 3 Public Comment --End of Public Comment-- ACTION: By consensus the Committee approved the proposed GIA process as presented at the meeting and the grants will be reviewed on a rotating taskforce format. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIAISON REPORT Member Lerian reported on the Cal Poly Arts Broadway series. 2. COMMITTEE OUTREACH UPDATE – None. 3. TBID BOARD REPORT – TBID Meeting Minutes: November 10, 2021 TBID Chair John Conner provided a brief overview of the TBID Board Meeting. 4. TOURISM PROGRAM UPDATE Tourism Manager Cano provided a brief Tourism Program update. ADJOURNMENT The meeting was adjourned at 7:31 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, January 12, 2022 at 5:30 p.m. via teleconference. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021 Community Promotions Budget 2021-22 Budget 2021-22 Amount Budget 405,898$ Returned Funds (Previous Year GIA) Total Budget 405,898$ Expenditure Last Updated 1/6/2022 Expenditure Allocated Committed/Expended Available Balance Contractor Grants-in-Aid Funding 100,000$ 72,000$ 28,000$ GIA Recipients Grants-in-Aid Marketing Support Contract 30,000$ 30,000$ -$ Chamber of Commerce Community Placemaking & Recovery Projects 52,000$ 6,000$ 46,000$ Various: Verdin; Various Influnecers General Contract Services 6,400$ -$ 6,400$ Various Visitors Center 119,600$ 119,600$ -$ Chamber of Commerce PR Contract 45,000$ 45,000$ -$ Chamber of Commerce Downtown Maps 9,000$ 9,000$ -$ Chamber of Commerce Support Cost 5,000$ 497$ 4,503$ City Administration Prepay FY 21-22 Media Monitoring Services Prepaid: $3527 from 20-21 Administration 38,150$ 38,150$ City Administration Total 405,150$ 320,247$ 84,903$ Report to City of SLO – TBID and PCC Public Relations Contract December 2021 PR ACTIVITY Implementation/Proactive Work Set up Socal Sidecar Tour for Chamber and City staff Continued planning TBID's midweek promotion with the City and Noble Studios Sent winter events release to local and regional media Drafted ‘Meet Your Neighborhood Streetwear Shop’ Q&A for VisitSLO.com Continued planning Stacey Freeman @poshinprogress's SLO visit in partnership with DCI (cancelled) Conducted outreach to businesses for Buy Local Bonus Thank You campaign Continued working with Verdin on Support Local Campaign and implementation Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign Responsive leads Provided fact checking for Parents.com on behalf of Visit California Offered itinerary ideas and suggestions to Real Mom of SFV upon media request Offered itinerary ideas and suggestions to The Jeep Girls upon media request Partnerships Connected with Leslie Westbrook on what's new in SLO for a story in Montecito Journal Continued planning Arts + Culture FAM with Hotel San Luis Obispo & SLOMA Submitted images to Visit California request for Keys for Trees pitch Pitched "Diversity Across California's Tourism Businesses" and "What's Old and Still Going Strong" story ideas to Visit California PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF THE TRIBUNE SLO launches program to plant 10,000 trees by 2035 — and hotels are funding initial costs 146,000.00 $67.27 Sustainability Proactive pitching PASO ROBLES DAILY NEWS San Luis Obispo visitors will help plant 10,000 trees by 2035 36,000.00 $8.27 Sustainability Proactive pitching VISIT CALIFORNIA What's New in California Quarterly Roundup --Sustainability Proactive pitching VISIT CALIFORNIA California is Home to the Weird and Wonderful 1,000.00 -Cultural Proactive pitching PASADENA MAGAZINE The Best of Pasadena’s Holiday Getaway Cuisine 2,000.00 -Culinary Partnership hosting IN PICKLEBALL CALIFORNIA DREAMIN’30,000.00 -Outdoor Responsive pitching MATADOR NETWORK San Luis Obispo launches tree-planting initiative funded by local hotels 793,000.00 $638.73 Sustainability DCI proactive pitching THE WORLD TRAVEL BLOG San Luis Obispo is Preparing for a Green Future 67,363 $623.00 Sustainability DCI proactive pitching PASO ROBLES DAILY NEWS Downtown SLO Farmers’ Market named best in California 36,000.00 $8.27 Culinary DCI responsive pitching THE TRIBUNE This SLO County farmers market is the best in California, nutrition site says 146,000.00 $67.27 Culinary DCI responsive pitching KOGO NEWS RADIO This Is The Best Farmers' Market In California 33,500.00 $15.42 Culinary DCI responsive pitching LOVE EXPLORING Brilliant US cities you might not have thought to visit 134,300,000.00 -Cultural STACKER This is the college whose graduates earn the most money, according to data 67,150,000.00 $54,057.00 Cal Poly LOVE EXPLORING Beat the crowds at these off-season US destinations 134,300,000.00 -Cultural THE TRIBUNE This SLO brewery is one of the top 10 in the country, Martha Stewart Living says 788,800.00 $426.79 Beer/Wine ICON VS. ICON SLO Brew releases Holidaze IPA 76,800.00 $17.67 Beer/Wine FOX28 TownePlace Suites San Luis Obispo, California Opens 1,900,000.00 $1,400.00 Cultural WINE ENTHUSIAST Golden State Terroir: Four Central Coast Vineyards to Know 306,000.00 $70.36 Beer/Wine PASTE MAGAZINE A Self-Care Gift Guide for People Who Need Some Calm in Their Life 756,000.00 $347.87 Support Local NEWS-PRESS.Give the gift of wine: 10 supremely slurp-worthy gifts for the wine lover on your list 176,000.00 $80.81 Beer/Wine DAILY CHRONICLE Uncorked: Choosing 21 wines for 2021 not an easy task 2,200.00 -Beer/Wine LOCAL MAGAZINE How to Spend the Perfect 24 Hours in San Luis Obispo 25,000.00 $5.66 Cultural SPLASH MAGAZINES Christmas Dining Out Options for 2021 6,900.00 $1.58 Culinary KSBY Cal Poly students are ready to drive the Rose Float on New Year's Day 1,200,000.00 $265.65 Cal Poly KSBY Cal Poly students prep Rose Float for New Year's Day parade 139,000.00 $31.97 Cal Poly KEYT Cal Poly float team ready for Rose Parade 1,100,000.00 $263.83 Cal Poly ASSOCIATED PRESS ONLINE Independent Retailers Embrace Zero-Waste Propane for Recreation 50,800,000.00 $15,300.00 Sustainability USA TODAY 10BEST If pink is your favorite color, you'll love these 10 hotels 383,000.00 $308.55 Cultural THE ALCOHOL PROFESSOR When Sizzle Meets Fizz: 7 Terrific Sparkling Wine & Fried Food Pairings 13,000.00 -Beer/Wine PASO ROBLES DAILY NEWS SLO Symphony to feature Andrew Balio in ‘Sound the Trumpet’ 36,000.00 $8.27 Cultural THE TRIBUNE SLO celebrates season with 45th annual Holiday Parade 146,200.00 $727.63 Family PASO ROBLES DAILY NEWS Jewish Film Festival returns this January 36,000.00 $8.27 Cultural UK TIME NEWS Incredible pastries worth a visit --Culinary TOTALS 33 394,931,763.00 $74,750.14 TOTAL YTD 111 1,967,353,822.00 $605,206.67 144 2,362,285,585.00 $679,956.81 Report to City of SLO – PCC Visitor Services Contract December 2021 Visitor Interaction December 2020 November 2021 December 2021 Walk-ins 5,154 7,729 10,195 Phone calls 809 979 813 Emails & Digital 1,627 1,462 2,408 Visitor Center Highlights • Open to best serve our community and visitors . • Working collaboratively with City and regional partners to navigate community through pandemic reopening and recovery. • Buy Local Bonus Grand Central! • Partnered with the Children’s Museum to be a stop on the Santa Mouse hunt. • Enjoyed helping every guest that walked through our doors, calls, emails, or otherwise engages from a safe distance. Demographic Snapshot International travelers 97 Asia 0% Africa 0% Europe 70% Australia/New Zealand 0% United Kingdom 5% North America 15% South America 10% Domestic travelers (outside of CA.) 1,944 West 3% West Coast 18% East Coast 13% Southwest 21% Midwest 24% South 21% California travelers 3,703 Northern CA 17% Southern CA 20% Central Coast 51% Central Valley 11% Desert 1% December 2021 Grants-in-Aid Marketing Support Activity Organization Event EC PR PC VC SM MTG ST HD DS Cal Poly Corporation (on behalf of Cal Poly Arts)Cal Poly Arts 2021-22 Broadway Series X X X X Central Coast Follies A Whole Lot of Nonsense X X X X X X Hospice SLO County Light Up A Life X X X X X X Land Conservancy of San Luis Obispo County Wonders of the Oak Woodland Youth Art Show X X X One Cool Earth One Cool Earth’s 2nd Annual Garden Party Restorative Partners,Inc.SLO Grilled Cheese Festival X San Luis Obispo Repertory Theatre Gala Musical: The Marvelous Wonderettes X X San Luis Obispo Symphony 2021-22 Main Stage Concerts X X X X X JCC SLO SLO Jewish Film Festival X X X Master Chorale The French Connection; 6th Annual Sing-along Messiah; The Poets SpeakXX Ecologistics Central Coast Bioneers Conference X SLOMA SLOMA 2022 Mural Project X X X MCSC Women's Business Center 15th Anniversary Celebration X X Opera SLO Hansel and Gretel: An Opera in Two Acts X San Luis Obispo International Film Festival SLO Film Festival X X X Saint Andrew Greek Orthodox Church San Luis Obispo Greek Festival San Luis Obispo Railroad Museum SLO Train Day X X The Civic Ballet of San Luis Obispo The Civic Ballet Presents Rodeo and the Scarlet Ibis Black is current month, gray is past work Boxes marked with "D" indicate that recipients knew about service and declined to utilize. 18 Total; 15 served to date or in progress EC- Confirmed/added event(s) in local Event Calendars, including: SLO CAL, SLO Chamber, SLO Happenings PR- Included event(s) in seasonal Press Release sent to local/regional media outlets PC- Spoke with recipient(s) via Phone Call to review/discuss promotional opportunities and answer questions VC- Prominently displayed printed promotional materials in Visitor Center; brochures, posters, etc. SM- Promoted event(s) on SLO Chamber Social Media channels via press release from recipients MTG- Met with Groups in person and offered public relations advice and support ST- Sold/are currently selling Tickets for event(s) through the Visitor Center HD - Included printed promotional material in Hotel Distribution DS - Recipient Declined Services January 6, 2022 City of SLO Q2 Stat Report Summary of Performance Verdin developed two paid media campaigns in the second quarter with the continued goal of encouraging people to support local. The first campaign was a social series that featured facts about business diversity, history and a SLO secret. Four creative sets were developed, and each ended with a custom animation that read “The More You SLO.” This concept was inspired by the classic program “The More You Know,” but in a style that feels like SLO. The second campaign focused on the holiday season and the abundance of unique, one-of-a-kind gifts as well as the ease of shopping local in SLO. Paid Media Quarterly Results: Channel Creative Impressions Clicks CTR Views - 100% Programmatic Video Holiday 119,072 281 0.24%94,563 Social Media Holiday 99,542 318 0.32%N/A Social Media The More You SLO 68,433 124 0.18%N/A KCBX Holiday 80 NA NA NA New Times Gift Guide Holiday 114,000 NA NA NA Total Campaign Summary: ●Number of radio spots: 80 ●New Times Readership: 114,000 ●Impressions: 287,047 ●Clicks: 723 ●CTR: 0.25% ●Views to 100%: 94,563 Buy Local Bonus Program Verdin assisted in the creation of marketing materials for the Buy Local Bonus program, including an updated graphic, business toolkit (social posts, info sheet with hashtags, program logo and posters) and print ad. Ticket Tuesday Verdin developed three Ticket Tuesday posts featuring local business giveaways. These posts increased visibility for businesses on social media by encouraging people to follow and engage with their accounts. Entrants were required to follow the Share SLO Instagram, the featured business and tag a friend in the comments. Below are the results for the quarter. ●Growing Grounds: 210 entries ●Bliss Cafe: 162 entries ●Milk Room: 28 entries SLO Business Insider In collaboration with the City of SLO and the SLO Chamber, the #SLOBusinessInsider is a support local program that spotlights dierent 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 link to a dedicated blog housed on visitslo.com. Below are the featured businesses from this quarter. ●10/26: Growing Grounds Blog Pageviews: 80 Story Views: 1,175 Video Views: 255 ●11/9: Bliss Cafe Blog Pageviews: 51 Story Views: 929 Video Views: 420 ●12/21: Milk Room Blog Pageviews: 20 Story Views: 1,092 Video Views: 312 Support Local Website Analytics: Verdin updated the Support Local landing page to feature holiday messaging, information on the Buy Local Bonus program, a link to the MoJo map, parking information and direct links to the business insider blogs. Below are the landing page stats for Q2. Metric Stat Pageviews 1,184 Unique views 1,013 Avg. Time on Page 2:29 DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/8/2021 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, December 8, 2021 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 December 8, 2021 at 10:00 a.m. by Chair John Conner. ROLL CALL Present: Chair John Conner, Vice Chair LeBren Harris and Members Stephanie Bolles, David Smith, Pragna Patel-Mueller (left meeting at 10:31 a.m.), and Matthew Wilkins Absent: Natalie Ward Staff: Tourism Manager Molly Cano and Tourism Coordinator Matt Teel PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. --End of Public Comment-- CONSENT ITEMS ACTION: MOTION BY VICE CHAIR HARRIS SECONDED BY BOARD MEMBER SMITH, CARRIED 6-0-1 TO APPROVE THE CONSENT AGENDA ITEMS C1 THRU C7 WITH BOARD MEMBER WARD ABSENT. C.1 Minutes of Meeting on Wednesday, November 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 C.7 Badger Branding Organic Social Report PRESENTATION ITEMS 1. NEW STAFF INTRODUCTION Staff introduced the new Tourism Coordinator, Matt Teel to Board Members. Public Comment None. --End of Public Comment-- DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/8/2021 Pg. 2 No action was taken on this item. 2. SLO TBID Q3 MEDIA PLAN REVIEW The Board received a presentation from Noble Studios on the Q3 SLO TBID media plan. Noble Studios will be continuing to optimize their paid media budget for target markets. The paid media forms include paid search, display ads, video ads, 3rd party ads, and print ads. The overall goals for the media plan are to increase awareness of tourism in San Luis Obispo, increase engagement with the Visitslo.com website, and encourage conversion with partner websites. Public Comment None. --End of Public Comment-- The Board received and filed this report. BUSINESS ITEMS 1. SLO TBID MID WEEK PROMOTION CONCEPT The Board received a presentation on the new mid-week promotion concept from staff and the contractor team as a follow up from the November Marketing Committee meeting. Staff and the contractor team reviewed the concept, budget, goals, planned promotion details, and projected timeline for promotion build out with the board. Public Comment Dusty Colyer-Worth provided insight on past similar promotions and how beneficial these campaigns can be for small local business and visitors of San Luis Obispo. --End of Public Comment-- ACTION: MOTION BY VICE CHAIR HARRIS SECONDED BY BOARD MEMBER SMITH CARRIED 5-0 (Member Patel-Mueller left meeting before business item was reviewed) to approve the “Mid Week” promotion concept with the addition of the February 20 black-out date and budget of $25,000 from the TBID contingency budget to match to match the Economic Development budget commitment of $25,000 for the purchase of the gift card through the SLO Chamber fulfilment. 2. TBID AUDIENCE SEGMENT INCLUSION The Board continued the discussion on the diversification of audience segments in the TBID marketing efforts and programs. Board Member Patel-Mueller discussed her thoughts on her general customer base and how the TBID marketing efforts could be better geared towards this customer base. Chair John Conner asked about this customer base and their interest. Board Member Patel- Mueller explained in further detail what interests her customer base. Tourism Manager Molly Cano addressed Board Member Patel-Mueller’s points and reviewed the steps that have been taken to improve the TBID marketing effort audience segmentation inclusion in addition to upcoming actions that will be made. Public Comment Dusty Colyer-Worth provided insight on the visitor demographics that he sees at the San Luis Obispo Chamber of Commerce Visitor Center and provided insight on how these demographics align with Board Member Patel-Mueller’s discussion points. --End of Public Comment-- ACTION: By consensus, the Board agreed to improve upon audience segment inclusion via TBID marketing efforts and programs where feasible. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/8/2021 Pg. 3 3. TBID BOARD SUBCOMMITTEE STRUCTURE The Board discussed the idea of holding two monthly Board Meetings to replace the current subcommittee structure for the remainder of the 2021-22 FY. Tourism Manager Molly Cano discussed how updating the subcommittee structure could work and how it could benefit the efficiency and communication for Board Members. Public Comment Dusty Colyer-Worth agreed with the new subcommittee structure. --End of Public Comment-- ACTION: By consensus, the Board agreed to shift from the current Marketing and Management subcommittee structure to a second meeting monthly as a working “special meeting” starting in February. 4. EVENT FUNDING APPROACH With the return of visitor serving events, the Board discussed the TBID’s approach to future event funding. Chair John Conner reviewed the history of the TBID’s prior funding of events pre-pandemic. Board Member Smith commented on prior event funding. Tourism Manager Molly Cano provided insight on how to potentially improve upon event funding, tracking the success of this program for the TBID, and asked Board Members how to proceed with upcoming events. Vice Chair Harris commented that creating a clear model for supporting event funding could be beneficial for the TBID. Board Member Smith commented that there is a need for tracking the success of event funding and benefits for constituents. Chair John Conner reiterated that the need for a model structure is important. Board Member Wilkins commented on the pros and cons to event funding and the need to review events on a case-by-case basis. Tourism Manager Molly Cano provided insight on next steps for reviewing events, budgeting and how the board can work to review upcoming event funding opportunities. Public Comment None --End of Public Comment-- ACTION: By consensus the Board agreed to build a model structure for event funding and to consider event funding for specific events on a case-by-case basis. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – The Board discussed hotel activities. 2. MARKETING COMMITTEE UPDATE – Meeting Minutes: None. 3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: None. 4. PCC UPDATE – John Conner provided an update on the Meeting Minutes from the PCC meeting on November 10, 2021. 5. VISIT SLO CAL UPDATE – Board Member Wilkins provided an update. 6. TOURISM PROGRAM UPDATE – Tourism Manager Cano provided current project updates. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/8/2021 Pg. 4 ADJOURNMENT The meeting was adjourned at 11:37 a.m.. The next Tourism Business Improvement District Board Regular meeting is scheduled for Wednesday, January 12, 2022 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX