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Home My WebLink About07-14-2021 PCC Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission Agenda PROMOTIONAL COORDINATING COMMITTEE BOARD Wednesday, July 14, 2021 5:30 p.m. City Hall - Council Hearing Room 990 Palm Street, San Luis Obispo REGULAR MEETING CALL TO ORDER John Thomas ROLL CALL : Chair John Thomas, Vice Chair Samantha Welch, 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. CONSENT ITEMS C.1 Minutes of the Meeting on June 9, 2021 C.2 2020-21 Community Promotions Budget Report C.3 2021-22 Community Promotions Budget Report C.4 SLO Chamber Monthly Public Relations Report C.5 SLO Chamber Visitor Center Report C.6 SLO Chamber Modified GIA Marketing Support Report C.7 TOT Report PRESENTATIONS 1. SLO CHAMBER Q4 & YEAR-END PRESENTATION 25 mins Representatives from the SLO Chamber will present the 2020-21 year-end report for the contracted Visitor Services, Modified GIA Support and Public Relations efforts for the PCC. 2. SUPPORT LOCAL Q4 & YEAR-END REPORT 20 mins Verdin will present the 2020-21 year-end report for the Support Local contracted services for the PCC and preview the work plan for the 2021-22 program. Promotional Coordinating Committee Board Agenda for July 14, 2021 BUSINESS ITEMS 1. PCC ANNUAL PROGRAM PLANNING 30 mins The committee will review and discuss projects, timelines, and priorities for the 2021-22 fiscal year. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIASION REPORT – Liaison Assignments 2. COMMITTEE OUTREACH UPDATE – Committee Report 3. TBID BOARD REPORT – TBID Meeting Minutes: June 9, 2021 4. TOURISM PROGRAM UPDATE ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee is scheduled for Wednesday, August 11, 2021, at 5:30 p.m. held at City Hall. 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 June 9, 2021 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, June 9, 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, June 9, 2021 at 5:31 p.m., by Chair Thomas via teleconference. ROLL CALL Present: Chair John Thomas, Vice Chair Samantha Welch, Committee Members John Conner, Maureen Forsberg, Ryan Heath, Lori Lerian, and Robin Wolf Absent: None Staff: Tourism Manager Molly Cano and Deputy City Clerk Kevin Christian PUBLIC COMMENT ITEMS NOT ON THE AGENDA Dana Matteson --End of Public Comment-- CONSENT ITEMS ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY COMMITTEE MEMBER WOLF, CARRIED 7-0 to approve the Consent Agenda items 1 thru 6. C.1 Minutes of the Meeting on May 12, 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 DRAFT Minutes – Promotional Coordinating Committee Meeting of June 9, 2021 Page 2 PRESENTATIONS 1. PUBLIC RELATIONS, MONTHLY REPORT SLO Chamber of Commerce representative, Jacqui Clark-Charlesworth presented highlights from the public relations report for the month and responded to committee questions. Public Comment None. --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. SERIES 4 BANNER CONCEPTS Katy McGrath from Badger Branding presented two versions of the series 4 banner design concepts for final committee consideration. Public Comment Dusty Colyer-Worth Dana Matteson Jacqui Clark-Charlesworth --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER HEATH, SECONDED BY VICE CHAIR WELCH, CARRIED 6-1 (Committee Member Conner Opposed) to approve the simple icon design, with modifications as discussed to be approved by Tourism Manager Cano. 2. FY 20-21 PROGRAM BUDGET STATUS Tourism Manager Cano presented the status of the FY 20-21 budget and responded to committee questions. Public Comment None. --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY VICE CHAIR WELCH, CARRIED 7-0 to allocate $3,527 to prepay for FY 21-22 Media Monitoring Services. ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY COMMITTEE MEMBER FORSBERG, CARRIED 7-0 to extend the dates of the GIA program from end of Fiscal Year 20-21, through to end of the calendar year 2021. DRAFT Minutes – Promotional Coordinating Committee Meeting of June 9, 2021 Page 3 3. FY 21-22 MODIFIED GIA PROGRAM Chair Thomas reviewed the COVID-19 induced recommended modifications to the GIA program for FY 21-22, and responded to committee questions. Tourism Manager Cano reviewed the timeline. Public Comment Dana Matteson --End of Public Comment-- ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE MEMBER WOLK, CARRIED 7-0 to approve the Modified GIA Program as presented. 4. FY 21-22 COMMUNITY PROMOTIONS PROGRAM BUDGET Tourism Manager Cano presented the outline of the FY 21-22 budget considerations and responded to committee questions. Public Comment Katy McGrath Dusty Colyer-Worth --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER WOLF, SECONDED BY COMMITTEE MEMBER CONNER, CARRIED 7-0 to approve the FY 21-22 Community Promotions budget allocations and recommend to City Council. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIAISON REPORT Vice Chair Welch reported on Restorative Partners Grill Cheese Festival. 2. COMMITTEE OUTREACH UPDATE - Committee Member Forsberg reported on SLO Chamber of Commerce ribbon cutting events. 3. TBID BOARD REPORT – TBID Meeting Minutes: May 12, 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, highlighting the Buy Local Bonus program. DRAFT Minutes – Promotional Coordinating Committee Meeting of June 9, 2021 Page 4 ADJOURNMENT The meeting was adjourned at 6:46 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, July 14, 2021 at 5:30 p.m. The location in person or via teleconference will be announced when the agenda is posted, based on COVID-19 re-opening protocol. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021 Community Promotions Budget 2020-21 Budget 2020-21 Amount Budget 404,143$ Returned Funds (Previous Year GIA)17,266$ Total Budget 421,409$ Expenditure Last Updated 6/30/2021 Expenditure Allocated Committed/Exp ended Available Balance Contractor Grants-in-Aid Funding 100,000$ 112,500$ 4,766$ GIA Recipients Grants-in-Aid Marketing Support Contract 30,000$ 30,000$ -$ Chamber of Commerce Community Placemaking & Recovery Projects 50,000$ 53,840$ (3,840)$ 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$ 9,000$ -$ Chamber of Commerce Support Cost 5,000$ 2,458$ 2,542$ City Administration Prepay FY 21-22 Media Monitoring Services (3,527)$ Option for $3527 prepay Administration 37,685$ 37,685$ City Administration Total 404,143$ 411,296$ 6,586$ Community Promotions Budget 2021-22 Budget 2021-22 Amount Budget 405,898$ Returned Funds (Previous Year GIA) Total Budget 405,898$ Expenditure Last Updated 7/9/2021 Expenditure Allocated Committed/Exp ended Available Balance Contractor Grants-in-Aid Funding 100,000$ -$ 100,000$ GIA Recipients Grants-in-Aid Marketing Support Contract 30,000$ 30,000$ -$ Chamber of Commerce Community Placemaking & Recovery Projects 52,000$ -$ 52,000$ 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$ -$ City Administration Prepay FY 21-22 Media Monitoring Services Prepaid: $3527 from 20-21 Administration 38,150$ 38,150$ City Administration Total 405,150$ 241,750$ 158,400$ Report to City of SLO – TBID and PCC Public Relations Contract June 2021 PR Activity Implementation/Proactive work 1)Hosted freelancer Tanvi Chheda’s ‘wine tasting with kids in tow’ visit to SLO 2)In partnership with Mindbody, continued planning micro-influencer Jacki Carr ’s rescheduled visit to SLO 3)Pitched GALA Pride & Diversity Center ’s Plaza Pop-Up to regional media 4)Finalized ‘Support Local Pledge’program and pitched to regional media 5)Drafted ‘Meet Your Neighborhood Chinatown Chef ’ Q&A for VisitSLO.com 6)Drafted ‘Meet Your Neighborhood Coffee Shop’ Q&A for VisitSLO.com 7)Drafted ‘Support Local Pledge’ blog for VisitSLO.com 8)Continued working on the Plaza Pop-Ups pilot program 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)Helped coordinate all property ask for Father ’s Day deals for tory in Budget Travel 2)Provided photos of Hotel Cerro to DCI for Michele Herrmann for story in Cheaptickets 3)Provided story ideas to DCI for LGBTQ story in Thrillist Partnerships 1)Hosted Marci DeWolf ’s on assignment for Gannett ’s Travel News Service in partnership with SLO CAL 2)Began planning media visit for Si SI Penaloza of Maxim and JetSet Magazine in partnership with SLO CAL 3)Pitched the following content to Visit California: a)Food Trucks and Roadside Must-eats i)Bear & The Wren ii)Malene Rosé Airstream Trailer in San Luis Obispo iii)Feed My Seoul Food Truck June 2020-21 YTD UVPM 123,023,300 3,560929205 AD VALUE $70,855.51 $1,091,040.94 PLACEMENTS 21 180 Report to City of SLO – TBID and PCC Public Relations Contract June 2021 Media Placements 1.KSBY,Pledge to support local businesses in SLO and receive a $20 gift card RESULT: Proactive pitching PILLAR: Support Local UVPM: 139,000 AD VALUE: $31.97 2.THE TRIBUNE,Pledge to shop in SLO and get a free $20 gift card. Here’s how RESULT: Proactive pitching PILLAR: Support Local UVPM: 332,800 AD VALUE: $110.18 3.CAL COAST NEWS,SLO giving $20 gift cards to people who pledge to shop locally RESULT: Proactive pitching PILLAR: Support Local UVPM: 24,000 AD VALUE: $5.58 4.FORBES,Three Restaurants Leading Downtown San Luis Obispo, California’s Culinary Scene RESULT: Partnership hosting PILLAR: Culinary, Beer/Wine MENTIONS: Park 1039, SLO Provisions, Brasserie SLO UVPM: 33,900,000 AD VALUE: $38,800.00 5.LOS ANGELES TIMES ‘ESCAPES’ NEWSLETTER RESULT: Pitching w/DCI PILLAR: Support Local MENTIONS: Plaza Pop-Ups UVPM: 100,000 6.TRAVELSCOPE,Summer 2021 RESULT: Partnership hosting PILLAR: Culinary, Beer/Wine, Cultural, Family Report to City of SLO – TBID and PCC Public Relations Contract June 2021 MENTIONS: Hotel Cerro, SLO Brew Lofts, Luna Red, Farmers’ Market, Mission San Luis Obispo de Tolosa, SLO Brew, Hop on Beer Tours, Chamisal Vineyards, Malene Wines, Stephen Ross Wine Cellars, Wolff Vineyards 7.LALASCOOP,Returning to Travel: San Luis Obispo RESULT: Media hosting w/DCI PILLAR: Culinary, Beer/Wine, Cultural, Family, Outdoor Adventure MENTIONS: Hotel San Luis Obispo, Mission San Luis Obispo de Tolosa, SLO Arts District, SLO Museum of Art, Luna Red, Piadina, Kreuzberg, Ah Louis General Store, Baxter Moerman,Boo Boo Records, Ambiance, History Center Walking Tour, Lincoln Market & Deli,Terrace Hill Open Space, Cerro San Luis Lemon Grove Loop, Tolosa Winery UVPM: 500 8.LALASCOOP,A Sustainable Lifestyle Is an Attainable Lifestyle RESULT: Media hosting w/DCI PILLAR: Beer/Wine MENTIONS: Tolosa Winery, Wolff Vineyards, Chamisal Vineyards, UVPM: 500 9.SANTA BARBARA INDEPENDENT,Contemporary Art and Sophisticated Design in San Luis Obispo RESULT: Partnership hosting PILLAR: Culinary, Cultural MENTIONS: Hotel Cerro, Park 1039, SLOMA UVPM: 88,000 AD VALUE: $20.27 10.COAST TO COAST NEWSPAPER,Traveling to San Luis Obispo,Carmel, Monterey- Lodging, Dining, Activities driving up Highway 1- June 2021 RESULT: Partnership hosting PILLAR: Culinary, Beer/Wine, Outdoor Adventure MENTIONS: The Kinney, Brasserie SLO, Big Sky Cafe,Mother ’s Tavern, Louisa’s Place UVPM: 43,500 11.VISIT CALIFORNIA,Where to Celebrate Pride in California RESULT: Proactive pitching PILLAR: Support Local, Cultural Report to City of SLO – TBID and PCC Public Relations Contract June 2021 UVPM: 1,000 12.LUXURY TRAVEL MAGAZINE,Hotel San Luis Obispo’s New Package Encourages Guests to Explore the Road Less Traveled RESULT: Partnership pitching PILLAR: Cultural UVPM: 15,000 AD VALUE: $3.40 13.SKIFT,Stress Test for Destination Marketing Could Lead to Strategy Changes UVPM: 276,000 AD VALUE: $63.38 14.KSBY,Central Coast airports add new flights; COVID precautions remain UVPM: 139,000 AD VALUE: $31.97 15.NEWS BREAK & PASO ROBLES DAILY NEWS,Nonstop flight service begins from SLO to both San Diego and Portland UVPM: 7,610,000 AD VALUE: $1,800.00 Events: 16.LOS ANGELES TIMES,#Vanlife doesn’t have to be crunchy.But luxury experiences may cost you PILLAR: Beer/Wine MENTIONS: Roll Out the Barrels, Baileyana, Wolff Vineyards UVPM: 11,600,000 AD VALUE: $13,300.00 17.KSBY,Downtown SLO Farmers’ Market expanding to pre-pandemic route PILLAR: Culinary, Cultural, Family UVPM: 139,000 AD VALUE: $31.97 18.THE TRIBUNE,Was that Mozart? Festival Mozaic celebrates 50 years of classical music in SLO County PILLAR: Cultural UVPM: 67,200,000 AD VALUE: $15,600.00 19.KEYT,BBQ and tri-tip make triumphant return at Downtown SLO Farmers’ Market Report to City of SLO – TBID and PCC Public Relations Contract June 2021 PILLAR: Culinary, Cultural, Family UVPM: 131,000 AD VALUE: $30.15 20.SANTA MARIA SUN,Live, in-person theater makes a Central Coast comeback with SLO Rep's 'The Complete Works of William Shakespeare [abridged]' PILLAR: Cultural UVPM: 4,000 21.KNBC-TV ONLINE,Enjoy Yoga With a Gaggle of Baby Goats at the Madonna Inn PILLAR: Outdoor Adventure UVPM: 1,280,000 AD VALUE: $1,026.64 Report to City of SLO – PCC Visitor Services Contract June 2021 Visitor Interaction June 2020 May 2021 June 2021 Walk-ins 2,080 5,866 6,813 Phone calls 1,102 961 925 Emails & Digital 1,263 952 1,061 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. • Launched the “Support Local Pledge” to immediate success. • Enjoyed helping every guest that walked through our doors, calls, emails, or otherwise engages from a safe distance. Demographic Snapshot International travelers 18 Asia 0% Africa 0% Europe 50% Australia/New Zealand 0% United Kingdom 0% North America 0% South America 50% Domestic travelers (outside of CA.) 1,307 West 5% West Coast 18% East Coast 12% Southwest 24% Midwest 19% South 22% California travelers 2,481 Northern CA 18% Southern CA 20% Central Coast 44% Central Valley 17% Desert 1% Grants-in-Aid Marketing Support June 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 D Feb-21 May. 1 Eckerd Connects Expanding Your Post Pandemic Toolkit X X X X X X NA D Feb-21 Feb. 24, March 17 & 31, Apr. 24 Cal Poly Arts Virtual National Geographic Live!X X NA Feb-21 Apr. 29 The Land Conservancy of San Luis Obispo Annual Conservation Reception X NA NA Feb-21 Apr. 10, 16, 24 Center For Family Strengthening April 2021 Drive Thru Family Resource Events X X X NA NA 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 X X X X X Mar-21 May. 1 Bike SLO County Bike SLO County, in collaboration with R.A.C.E. Matters SLO, presents Becoming Ruby and Breaking Through X X X X X Mar-21 April - June Foundation for the Performing Arts Center Live from the PAC Streaming Concert Series X X X Mar-21 June 4-6 History Center of SLO County Carnegie Lecture featuring the La Loma Adobe and Reservoir Canyon X X NA Mar-21 May 1 - June 30 Restorative Partners, Inc.SLO Grilled Cheese Festival X X X X X NA X Mar-21 June . 6 The Civic Ballet of San Luis Obispo CB Summer Showcase X X X D X NA D Mar-21 May 16-23 The Gala Pride and Diversity Center Central Coast Pride X X X X NA X Apr-21 June .12 Central Coast State Parks Association Get Outside! Film Series X X X X NA X Apr-21 May.13 Wilshire Health and Community Services The Aging Project NA NA NA NA NA NA NA NA 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. 25 Total; 23 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$ 614,863$ 129.0%April423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ 742,319$ 973.0%May372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ 728,950$ 316.6%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$ 5,911,162$ ‐6.1%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 33.6 66.7 98.4 130.78 144.67 10.6 44.00 96.55 119.4April 18.3 70.5 285.2 91.88 169.50 84.5 16.80 119.42 610.7May 33.6 65.8 96.0 114.29 181.33 58.7 38.38 119.38 211.0June49.3 152.80 75.39Total/Average57.44 56.50 25.5 143.52 153.21 11.6 86.53 88.21 66.0Updated: 7/8/2021TOT Comparison*Figures from Smith Travel Research Report Occupancy ADR RevPAR t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM QUARTER 4 STAT SUMMARY (APR-JUN) PROMOTIONAL COORDINATING COMMITTEE July 8, 2021 ADVERTISING ANALYTICS PROGRAMMATIC DIGITAL AD – LOVE SLO LIKE YOU MEAN IT Verdin pivoted the “Love SLO” video message from educational to overall community support. We closed with a call to action to support local and keep dollars here at home. The campaign video ran in the digital space. Below are the results: Campaign Results Link Clicks: 1,621 Impressions: 225,535 CTR: 0.72% Views to 100%: 123,268 TICKET TUESDAY SNAPSHOT From April to June, Verdin developed 12 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. • Hoagies: 282 entries • YouuNess Body Work: 112 entries • High Street Deli: 589 entries • Taste of SLO Food Tour: 196 entries • A French Touch: 29 entries • Broad Street Giant Grinder: 65 entries • Claiborne & Churchill: 104 entries • Linnaea’s Café: 122 entries • Café Roma: 167 entries • Club Pilates: 60 entries • Sidecar: 623 entries • Summerland: 214 entries t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 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. • 4/5: The Pad Climbing Blog page views: 219 Story Views: 1,163 • 4/19: HumanKind Fair Trade Blog page views: 79 Story Views: 1,808 • 5/3: Bread Bike Blog page views: 293 Story Views: 1,821 • 5/17: Feed My Seoul Blog page views: 194 Story Views: 1,677 • 6/7: Mee Heng Low Blog page views: 257 Story Views: 2,002 • 6/21: Skipper’s Brew Blog page views: 187 Story Views: 3,081 #SLOBUSINESSINSIDER UPDATE DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/9/2021 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, June 9, 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 June 9, 2021 at 10:02 a.m. held via teleconference by Chair John Conner. ROLL CALL Present: Chair John Conner, Vice Chair LeBren Harris and members, Pragna Patel-Mueller (arrived 10:17 a.m.), David Smith (arrived at 10:13 a.m.) Natalie Ward, Stephanie Bolles and Matt Wilkins Absent: none. Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Stewart PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. --End of Public Comment-- CONSENT ITEMS ACTION: MOTION BY BOARD MEMBER HARRIS SECONDED BY BOARD VICE CHAIR BOLLES, CARRIED 5-0-2 (SMITH AND PATEL-MUELLER ABSENT) TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 9. C.1 Minutes of Meeting on Wednesday, May 12, 2021 C.2 Minutes of Special Meeting on Thursday, May 13, 2021 C.3 Smith Travel Report C.4 Transient Occupancy Tax (TOT) Report C.5 Chamber Public Relations Monthly Report C.6 Chamber Guest Services Monthly Report C.7 Noble Studios & DCI Marketing Monthly Report C.8 Marketing Committee: Co-Op Program Commitments Report C.9 SLO TBID Resilience Assessment Report BUSINESS ITEMS 1. SLO CAL EVENTS AND FESTIVALS STRATEGY Melissa Murray, Destination Management Project Manager from Visit SLO CAL presented the Experience SLO CAL 2050 Events and Festivals Strategy project scope. Highlighted components included the development and implementation of a county-wide event calendar with a plug-in to VisitSLO.com with work planned to begin in October 2021. The Board had no questions or discussion on a recommendation for City’s support and participation in the process. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/9/2021 Pg. 2 Public Comment None. --End of Public Comment-- ACTION: MOTION BY BOARD MEMBER YOUNG-HARRIS SECONDED BY BOARD MEMBER BOLLES, CARRIED 7-0-0 to move forward with supporting the Visit SLO CAL Events and Festival Strategy MOU as a recommendation to City for support and participation in the process. 2. SLO TBID BRAND ASSET PRODUCTION Tourism Manager Cano presented the recommendation from the Marketing Committee to allocate up to $50k from the FY 20-21 contingency budget for SLO TBID photography and videography production through Noble Studios. The Board had no questions or discussion. Public Comment None. --End of Public Comment-- ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER WARD, CARRIED 7-0-0 to move forward with the Marketing Committee recommendation as is to allocate up to $50K from the FY 2020-21 contingency budget line item for photography and videography production managed by Noble Studios. 3. FY 2021-22 TBID PROGRAM BUDGET Tourism Manager Cano presented the recommended FY 2021-22 TBID program operating budget allocations for Board approval and recommendation to City Council. Highlighted changes to the 21- 22 budget as recommended by the Management Committee are the agency contract increasing from $500K to $650K ($275K towards the media spend and $375K for standard agency fees) and the development of a sales strategy pulled from the research and program development line item. Board members discussed the option of increasing the paid media amount up to $375 to be pulled from this FY 2020-21 contingency line item to prepay for some services and contracts. By consensus, members agreed that it makes sense to free up budget for the summer months and that it could be useful to have additional paid media budget available as and if needed. Public Comment None. --End of Public Comment-- ACTION: MOTION BY BOARD MEMBER HARRIS SECONDED BY BOARD MEMBER BOLLES, CARRIED 7-0-0 to increase the proposed paid media budget by $100K for a total of up to $375K increasing the overall agency contract to $750K for the FY 2021-22 and to prepay the Cal Poly Athletics Contract, Media Monitoring Services and CrowdRiff renewal from the current contingency budget line item. ACTION: MOTION BY BOARD MEMBER SMITH SECONDED BY BOARD MEMBER HARRIS, CARRIED 7-0-0 to approve the FY 2021-22 TBID program budget as recommended with the discussed budget adjustments and to recommend to City Council for approval. 4. TBID CONTRACT CONSIDERATIONS Tourism Manager Cano presented the recommended TBID contract commitments to Cal Poly Athletics for a two-year term, the amendment to the second year of the two-year contract with Noble Studios to $750K and the Chamber of Commerce’s Public Relations and Guest Services contracts as presented for Board approval. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/9/2021 Pg. 3 Public Comment None. --End of Public Comment-- ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER SMITH, CARRIED 6-0-1 (HARRIS RECUSED FROM Cal Poly Athletics and Chamber of Commerce contract recommendations due to conflicts of interest) to move forward with the contracts as recommended by the Management Committee. 5. CONTENT MARKETING SERVICES RFP Staff presented the draft RFP for Content Marketing Services for Board discussion and recommendation to City Council. There were no suggested edits to the presented RFP or timeline. Board members formed a taskforce including members Smith, Ward and Patel-Mueller to review proposals and to recommend suggested contractors to the TBID Board for final interviews. Public Comment None. --End of Public Comment-- ACTION: MOTION BY BOARD MEMBER WARD SECONDED BY BOARD MEMBER SMITH, CARRIED 7-0-0 to move forward with the Content Marketing Services RFP as presented. 6. BRAND EQUITY RESEARCH CONSIDERATION The Board received additional information and clarification from marketing members and agency representatives on the proposed Brand Equity research. The Marketing Committee recommended the proposed project for up to $65K and to be funded from the FY 20-21 contingency budget. Public Comment None. --End of Public Comment-- ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER SMITH, CARRIED 7-0-0 to move forward with the proposed Brand Equity Research for up to $65K and to be funded from the FY 20-21 contingency budget line item. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – a. Dusty Colyer-Worth reported that most properties are sold out for graduation weekend. Conner reported that many current visitors are trying to reserve not knowing that it is graduation weekend and Harris reported that she is receiving bookings for next year’s CP graduation. b. Harris reported meeting with Sandy Wirick the new Area Director of Sales & Marketing for Embassy Suites 2. MARKETING COMMITTEE UPDATE – None. 3. MANAGEMENT COMMITTEE UPDATE – None. 4. PCC UPDATE – Chair Conner reported on activities such as banners, neighborhood map and contractor proposals. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/9/2021 Pg. 4 5. VISIT SLO CAL UPDATE – Tourism Manager Cano reported and highlighted that Cathy Tull is the new COO and will be relocating to SLO CAL and is leading the efforts for the month of July while Chuck Davison will be on sabbatical. Additionally, VSC has started a hospitality jobs board. 6. TOURISM PROGRAM UPDATE – Staff reported and highlighted the below: a. COVID-19 update – San Luis Obispo County is now in the yellow tier as of this morning b. Google Destination Co-op continues and Tourism Coordinator Stewart has seen positive progress in the destination’s google photos. Collectively the TBID has over seven million views on uploaded photos and will be participating in the VSC photo shoot on June 21st, 2021 due to completing priority buy-in items. c. Dates to remember – i. July 6, 2021 is the Council Meeting where the TBID budget will be reviewed ii. July 7, 2021 10 am Marketing Meeting iii. July Management Meeting is cancelled iv. July 14, 2021 10 am Board Meeting ADJOURNMENT The meeting was adjourned at 11:39 a.m. The next Tourism Business Improvement District Board meeting will be a special meetin and is scheduled for Thursday, July 14, 2021 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX