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Home My WebLink About03-09-2022 PCC Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission Agenda PROMOTIONAL COORDINATING COMMITTEE REGULAR MEETING Wednesday, March 9, 2022 Council Hearing Room 5:30 PM 990 Palm Street Public Comment during the meeting: If you would like to provide public comment during the meeting you must attend in person. Public Comment prior to the meeting 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 o 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. All comments submitted will be placed into the administrative record of the meeting. If you have questions, contact the office of the City Clerk at cityclerk@slocity.org or (805) 781-7100. Promotional Coordinating Committee Agenda for March 9, 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 February 9, 2022 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. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE 15 mins Representative from the SLO Chamber will present the report for the public relations activities that occurred over the past month. BUSINESS ITEMS 1. PUBLIC ART PROMOTIONAL PLAN INTAKE SESSION 60 mins Ashlee Akers of Verdin Marketing will lead the committee through an intake session for the development of a Public Art Promotional Plan. 2. FY 22-23 COMMUNITY PROMOTIONS PLANNING PROCESS 20 mins Staff will present the suggested FY 22-23 planning process for the development of the committee’s year-two program and budget priorities and allocations for the PCC to review and discuss. 3. CHAIR & VICE CHAIR APPOINTMENTS 5 mins The committee will appoint the PCC Chair and Vice Chair with appointment terms commencing in April 2022 through March 2023. Promotional Coordinating Committee Agenda for March 9, 2022 PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIAISON REPORT – Liaison Assignments 2. COMMITTEE OUTREACH UPDATE – Committee Report 3. TBID BOARD REPORT – TBID Meeting Minutes: February 9, 2022 Regular Meeting Minutes and February 23, 2022 Special Meeting Minutes 4. TOURISM PROGRAM UPDATE ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee is scheduled for Wednesday, April 13, 2022, 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- 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 February 9, 20222 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, February 9, 2022 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, February 9, 2022 at 5:32 p.m., by Chair Thomas. ROLL CALL Present: Chair John Thomas, Vice Chair Samantha Welch and Committee Members, John Conner, Maureen Forsberg, Lori Lerian, Anni Wang, and Robin Wolf Absent: None 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 WOLF, SECONDED BY VICE CHAIR WELCH, CARRIED 7-0 to approve the Consent Agenda items 1 thru 7. C.1 Minutes of the Meeting on January 12, 2022 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. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE DRAFT Minutes – Promotional Coordinating Committee Meeting of January 12, 2022 Page 2 Jacqui Clark-Charlesworth, SLO Chamber presented the report on the public relations activities for the month. Public Comment Dusty Colyer-Worth --End of Public Comment-- No action was taken on this item. 2. VACANT WINDOW PROJECT UPDATE Bettina Swigger and Rachel Lackmann, Downtown SLO presented a project update on the vacant window beautification project. Public Comment Dusty Colyer-Worth --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. EDUCATIONAL SESSIONS AND WORKSHOPS PROPOSAL Jacqui Clark-Charlesworth, and Dusty Colyer-Worth, SLO Chamber presented proposals for educational sessions and workshops related to DEI and sustainability practices for community events. Public Comment None --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER FORSBERG, SECONDED BY COMMITTEE MEMBER WANG, CARRIED 7-0 to approve the budget oF $20,000 for the educational sessions and workshops. 2. PUBLIC ART PROMOTIONAL SUPPORT Tourism Manager Molly Cano presented an outline and contractor recommendation for the development of a Public Art Promotional Plan for the committee’s review and approval. Public Comment None --End of Public Comment-- DRAFT Minutes – Promotional Coordinating Committee Meeting of January 12, 2022 Page 3 ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY COMMITTEE MEMBER LERIAN, CARRIED 7-0 to approve the proposal submitted by Verdin and approve the allocation of $10,000 and assigned a taskforce of Committee Member Lerian, Committee Member Wang and Vice Chair Welch. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIAISON REPORT - None 2. COMMITTEE OUTREACH UPDATE – None. 3. TBID BOARD REPORT – TBID Meeting Minutes: February 9, 2022 TBID Chair John Conner provided a brief overview of the TBID Board Meeting. 4. TOURISM PROGRAM UPDATE Tourism Manager Cano provided a brief Tourism Program update. ADJOURNMENT The meeting was adjourned at 7:02 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, March 9, 2022 at 5:30 p.m. via teleconference. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2022 Community Promotions Budget 2021-22 Budget 2021-22 Amount Budget 405,898$ Returned Funds (Previous Year GIA) Total Budget 405,898$ Expenditure Last Updated 3/4/2022 Expenditure Allocated Committed/Expended Available Balance Contractor Grants-in-Aid Funding 100,000$ 88,000$ 12,000$ GIA Recipients Grants-in-Aid Marketing Support Contract 30,000$ 30,000$ -$ Chamber of Commerce Community Placemaking & Recovery Projects 52,000$ 56,000$ (4,000)$ Various 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$ 529$ 4,471$ City Administration Prepay FY 21-22 Media Monitoring Services Prepaid: $3527 from 20-21 Administration 38,150$ 38,150$ City Administration Total 405,150$ 386,279$ 18,871$ Report to City of SLO – TBID and PCC Public Relations Contract February 2022 PR ACTIVITY Implementation/Proactive Work Continued planning TBID's midweek promotion with the City and Noble Studios Continued pitching the Midweekend Promotion to media Drafted ‘Meet Your Neighborhood Ethiopian Restaurant’ Q&A for VisitSLO.com Drafted itinerary for DCI immersion visit 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 Hosted freelancer Cori Soloman and SoCal Restaurant Show's Andy Harris Continued working with Kimberly Daugherty's team on influencer visit Partnerships Attended Visit California Outlook Forum conference in San Francisco Continued planning Arts + Culture FAM with Hotel San Luis Obispo & SLOMA Continued planning Sustainable SLO FAM media visit with DCI In partnership with DCI, continued planning Anna Haines media visit on assignment for Forbes Pitched "What's New in Sustainability and "Innovation Outside of Silicon Valley" story ideas to Visit California PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF KSBY City of San Luis Obispo offers $100 to midweek travelers 281,900.00 $64.84 Support Local Proactive pitching THE TRIBUNE Want $100 in gifts to stay at a SLO hotel? A new midweek promotion delivers just that 186,600.00 $832.12 Support Local Proactive pitching HUFFPOST Experts Predict The Most Popular Travel Destinations Of 2022 429,000.00 -Cultural Ongoing media relationship JOHNNY JET 12 Things in Travel You Need to Know Today 156,317.00 $1,446.00 Support Local DCI pitching PUBCLUB.COM California’s San Luis Obispo Offering $100 Gift Certificates For Travel Thru March 42,656 $395.00 Support Local DCI pitching GREER'S OC Enjoy A Two-Night Midweek Escape to SLO 22,866.00 $212.00 Support Local DCI pitching AMIGO'S 805 Visit San Luis Obispo — Enjoy a two-night midweek escape to San Luis Obispo, receive $100 in gift cards 2,100.00 $19.00 Support Local DCI pitching THE DENVER POST ONLINE 7 nonstop flights from Denver airport to break up the monotony of winter in Colorado 2,000,000 $6,100.00 Outdoor DCI responsive pitching TRAVELLER The 10 amazing travel bubbles that have nothing to do with COVID 314,000 -Cultural PERCEPTIVE TRAVEL Train Trips From Los Angeles – Where Can You Go?3,942 -Cultural THE PLANET D 16 BEST CITIES IN CALIFORNIA 53,616.00 -Outdoor GLOBAL TRAVELER Daytrip from LA: SLO 4,000.00 -Cultural UPROXX The Absolute Best Vodkas For Shots, According To Bartenders 919,658 -Beer/Wine FOOD WINE TRAVEL MAGAZINE Six Sparkling Wines to Elevate your Valentine's Day 804.00 $0.18 Beer/Wine MEDIAFEED.ORG Yes, you can (and should!) pair wine with fried chicken!8,000.00 $1.95 Beer/Wine THE SUN BEST Taking it slow in San Luis Obispo, a sleepy stretch of California 396,300.00 -Cultural Visit SLO CAL hosting TOTALS 16 4,821,759.00 $9,071.09 TOTAL YTD 168 2,399,868,422.00 $717,521.42 184 2,404,690,181.00 $726,592.51 Report to City of SLO – PCC Visitor Services Contract February 2022 Visitor Interaction February 2021 January 2022 February 2022 Walk-ins 4,449 5,232 5,178 Phone calls 872 742 771 Emails & Digital 1,604 1,255 935 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. • Kicked off the TBID’s “MidWeekend Promotion”. • Enjoyed helping every guest that walked through our doors, calls, emails, or otherwise engages from a safe distance. Demographic Snapshot International travelers 24 Asia 73% Africa 0% Europe 27% Australia/New Zealand 0% United Kingdom 0% North America 0% South America 0% Domestic travelers (outside of CA.) 641 West 4% West Coast 19% East Coast 17% Southwest 21% Midwest 21% South 18% California travelers 1,211 Northern CA 21% Southern CA 24% Central Coast 39% Central Valley 15% Desert 1% February 2022 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 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 X 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 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 Wilshire Health & Community Services The Aging Project CAPSLO - Child Care Planning Council Children's Day in the Plaza Black is current month, gray is past work Boxes marked with "D" indicate that recipients knew about service and declined to utilize. 20 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 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 2021-22 Change +/- to FY 19-20 July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 530,064$ 1,214,080$ 133.0% August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 623,523$ 992,620$ 120.1% September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 660,405$ 965,595$ 134.0% October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 632,733$ 889,485$ 125.0% November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 422,488$ 722,487$ 121.8% December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ 236,391$ 638,253$ 130.6% January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ 302,621$ 490,009$ 94.1% February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ 426,144$ March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ 614,973$ April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ 742,477$ May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ 760,006$ June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ 973,975$ Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,438,338$ 7,873,272$ 6,292,853$ 6,925,799$ 5,912,529$ 2020-21 2021-22 Change +/-2020-21 2021-22 Change +/-2020-21 2021-22 Change +/- July 54.5 82.2 50.7%165.96 226.69 36.6%90.53 186.23 105.7% August 61.0 71.9 17.9%162.84 213.77 31.3%99.27 153.67 54.8% September 63.1 70.9 12.4%167.66 214.67 28.0%105.79 152.30 44.0% October 61.9 68.1 10.0%162.18 200.80 23.8%100.38 136.81 36.3% November 49.85 63.10 26.6%145.06 182.97 26.1%72.32 115.47 59.7% December 33.32 53.50 60.5%123.53 175.56 42.1%41.16 93.90 128.1% January 40.5 50.6 25.0%124.24 152.39 22.7%50.28 77.08 53.3% February 54.4 138.33 75.18 March 66.7 144.67 96.55 April 70.5 169.50 119.42 May 65.8 181.33 119.38 June 76.0 203.39 154.53 Missing 2 properties Total/Average 58.13 65.76 0.29 157.39 195.26 0.30 93.73 130.78 0.69 Updated: 3/2/2022 TOT Comparison Occupancy ADR RevPAR*Figures from Smith Travel Research Report DATE:March 9, 2022 FROM:PCC GIA Subcommittee Prepared By:Molly Cano, Tourism Manager SUBJECT:February Grants-In-Aid Awards RECOMMENDATION As recommended by the PCC GIA Committee, approve following grant recipients: Organization Name Event Name SLO Village Meet SLO Village at the Octagon Barn Gala Pride & Diversity Center SLO PRIDEfest 2022 The History Center of San Luis Obispo County Maria Acension “Cen” Dallidet Hispanic Heritage Day 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. Because of the long term impacts of COVID-19 upon the community and local organizations, the PCC has chosen to pursue a modified Cultural GIA application process and establish a modified program that meets the current needs of the community. Applications for a $4000 grant will be open throughout the year to applicable organizations and activities. The total program disbursement of $100,000 remains consistent with previous years. 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. February Application Consideration The PCC received applications from four organizations for consideration. One organization, Friends of SLO City Dog Parks, was not recommended for approval during this month's consideration and are invited to reapply in following application periods if and when they can address the unqualified component of their application. Three organizations meet the qualifications and have been recommended by the GIA subcommittee to the PCC for approval for grants from the PCC. Approved Organizations SLO Village SLO Village is a vibrant community working together to create a better experience of aging. Members and volunteers enjoy social events, activities, and educational programs. SLO Village is dedicated to enhancing the lives of its members through a menu of services and programs that enable members to live healthy, meaningful and engaged lives. The event is expected to raise awareness of the needs of older adults, the importance of community, the value of volunteerism and how SLO Village meets the needs of older adults who choose to age in their own homes and communities. The goal of this event is to create a multigenerational event in which the public, students, SLO Village and The Land Conservancy members and volunteers will learn about the history and restoration of the Octagon Barn, the “Learning Among the Oaks” program and membership and volunteer opportunities at SLO Village. The event will take place on May 10, 2022. Gala Pride & Diversity Center The GALA Pride & Diversity Center supports & empowers people of all sexual orientations, gender identities, and expressions to strengthen & unite our central coast community. This Pride celebration will provide a family oriented weekend focused on free expression of sexual orientation and gender identity that will appeal to the larger San Luis Obispo community. SLO PRIDEfest 2022 is a celebration of the central coast community. This three day celebration from May 20-22, 2022 will include music, dance, art, food and spirits. There will be LGBTQ+ affirming vendors, an art show and a resource fair, places for families to gather and - of course - some drag queens. The History Center of San Luis Obispo County The History Center promotes the understanding and appreciation of the history of San Luis Obispo County. The History Center believes that understanding of the past is vital for success in the present and the future, and they are committed to providing the opportunity for the residents of SLO County to learn about those who came before us. The Dallidet Family lived in San Luis Obispo from the 1850s through the 1950s, and their home, gardens, objects, books, and journals have been in the possession of the History Center since 1958. This seated luncheon event with table service will celebrate the Spanish heritage of Cen Dallidet specifically, and the Spanish, Hispanic, and Latino heritage of San Luis Obispo County more generally. Food, wine, music, and art will fill the gardens with the alegría de vivir for which Spain is celebrated. Local artists will be invited to hold pop-up galleries. A silent auction will be full of items to spotlight the cultural, artistic, and culinary contributions of Spain. The event will be held on June 11, 2022. PCC Liaison Assignments Organization Name PCC Liaison Assignment SLO Village Samantha Welch Gala Pride & Diversity Center Robin Wolf The History Center of San Luis Obispo County Maureen Forsberg DRAFT Minutes – Tourism Business Improvement District Board Meeting of 2/9/2022 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, February 9, 2022 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 February 9, 2022 at 10:03 a.m. by Chair John Conner. ROLL CALL Present: Chair John Conner, Vice Chair LeBren Harris and Members David Smith, Matthew Wilkins, Pragna Patel-Mueller (Joined meeting at 10:05 a.m.), and Natalie Ward (Joined meeting at 10:05 a.m.) Absent: Member Stephanie Bolles Staff: Tourism Manager Molly Cano and Tourism Coordinator Matt Teel PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA San Luis Obispo City Manager, Derek Johnson commented on the SLO TBID lodging industry challenges during the COVID-19 pandemic. City Manager Johnson commended the work of staff at all local lodging properties for their continued work during the pandemic and how their commitment has positively impacted the city of San Luis Obispo’s local economy, visitors, and residents. --End of Public Comment-- CONSENT ITEMS ACTION: MOTION BY BOARD MEMEBR SMITH SECONDED BY BOARD VICE CHAIR HARRIS, CARRIED 6-0-1 TO APPROVE THE CONSENT AGENDA ITEMS C1 THRU C7 WITH BOARD MEMBERS BOLLES ABSENT. C.1 Minutes of Meeting on Wednesday, January 12, 2022 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 BUSINESS ITEMS DRAFT Minutes – Tourism Business Improvement District Board Meeting of 2/9/2022 Pg. 2 1. COUNTYWIDE FESTIVALS AND EVENT STRATEGY COLLABORATION Melissa Murray from Visit SLO CAL presented the revised countywide commitment to collaborate in the development and implementation of a strategy for tourism related festivals and events for the board’s review and commitment. Murray covered the plans for developing a centralized calendar of events to allow destinations to manage their own events, enhance collaboration between municipalities, and ideally maximize the positive economic impacts of visitor-related events. This commitment can also help residents gain a clearer understanding of the benefits that events and festivals bring to each community, reduce confusion surrounding events, and enhance the county tourism experience through an increase in available events, festivals, and activities. Visit SLO CAL is funding the effort, and no additional investment is required from collaborating entities. Public Comment None. --End of Public Comment-- ACTION: MOTION BY MEMBER WILKINS SECONDED BY BOARD VICE CHAIR HARRIS CARRIED 6-0-1 (Member Bolles was absent) to approve the commitment to collaborate in the countywide festivals and event strategy. 2. SUPPLEMENTAL ASSETS Tourism Manager Molly Cano reviewed a proposal to acquire photography and videography assets of downtown adjacent areas to be used in partnership with the Promotional Coordinating Committee’s neighborhood maps project. Tourism Manager Cano provided an update on the status of the neighborhood maps, reviewed the SLO TBID Board’s request for photography and videography assets outside of downtown San Luis Obispo, and outlined the plans for gathering new media assets using available SLO TBID funding. The plan to gather new photography and videography assets will include a two-day shoot of downtown adjacent areas of San Luis Obispo using local talent and the total cost of the project is $11,500.00. Member Patel-Mueller asked about the locations of the photo shoot and business selection for neighborhood maps. Tourism Manager Cano explained the plans to shoot diverse local talent in areas of San Luis Obispo that have not been covered yet. Board Vice Chair Harris asked how the maps will be used in print and online. Tourism Manager Cano reviewed the recent printing of neighborhood maps to be used in the San Luis Obispo Chamber of Commerce Visitor Center and explained that the maps and supplemental assets will be featured on visitslo.com. Board Chair John Conner addressed the PCC’s goal to highlight areas of San Luis Obispo outside of downtown and how the neighborhood map development can support this goal. Public Comment Katy McGrath from Badger Branding provided insight on the digital options for further buildout of the neighborhood maps, design limitations, and budgeting considerations should more updates be requested by the TBID board. PCC Chair, John Thomas thanked the SLO TBID Board and staff for helping to promote various neighborhoods within the city. Dusty Colyer-Worth commented on how the neighborhood maps help tell the story of the benefits of visiting San Luis Obispo. Jacqueline Clark- Charlesworth reviewed the selection process of businesses for the neighborhood maps and how the visuals were selected to represent a diverse variety of businesses on the maps. --End of Public Comment-- ACTION: MOTION BY MEMBER WILKINS SECONDED BY MEMBER PATEL-MUELLER CARRIED 6-0-1 (Member Bolles was absent) to approve the spending of $11,500.00 from the SLO TBID unallocated fund balance to develop supplemental assets to support the Promotional Coordinating Committee’s neighborhood maps project. 3. SLO BRAND & SENTIMENT SURVEY RESEARCH FINDINGS DRAFT Minutes – Tourism Business Improvement District Board Meeting of 2/9/2022 Pg. 3 Mark Wiser from Wiser Insights presented the research findings gathered from the SLO Brand Tracker Baseline and Local Tourism Sentiment Survey. Local sentiment on tourism, focus group awareness of tourism in San Luis Obispo, brand positioning, key activity trends, and next steps for raising familiarity of San Luis Obispo as an activities hub were reviewed. B.C. LeDoux from Noble studios reviewed how these findings will help shape the direction for the SLO TBID Board’s marketing efforts moving forward. Public Comment None. --End of Public Comment-- ACTION: None. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – The Board discussed hotel activities. 2. PCC UPDATE – John Conner provided an update on the Meeting Minutes from the PCC meeting on January 12, 2022. 3. VISIT SLO CAL UPDATE – Board Member Wilkins provided an update. 4. TOURISM PROGRAM UPDATE – Tourism Manager Cano and Tourism Coordinator Teel provided current project updates. ADJOURNMENT The meeting was adjourned at 11:54 a.m. The next Tourism Business Improvement District Board Regular meeting is scheduled for March 9, 2022 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX DRAFT Minutes – Tourism Business Improvement District Board Meeting of 2/23/2022 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, February 23, 2022 Special Meeting of the Tourism Business Improvement District Board CALL TO ORDER The special meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on February 23, 2022 at 10:03 a.m. by Chair John Conner. ROLL CALL Present: Chair John Conner, Vice Chair LeBren Harris and Members David Smith, Matthew Wilkins, and Natalie Ward (Joined meeting at 10:18 a.m.) Absent: Members Stephanie Bolles and Pragna Patel-Mueller Staff: Tourism Manager Molly Cano and Tourism Coordinator Matt Teel PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. --End of Public Comment-- BUSINESS ITEMS 1. SLO TBID BRAND BOOK B.C. LeDoux from Noble Studios presented a proposal for the development of a comprehensive brand book for the Board’s consideration. The purpose of the Brand Book is to serve as a tool to layout out the SLO TBID’s brand hierarchy, strategy, messaging, and identity. The total cost for the brand book as presented in the proposal was $35,000. Public Comment None. --End of Public Comment-- ACTION: MOTION BY BOARD VICE CHAIR HARRIS SECONDED BY MEMBER WARD CARRIED 5-0-2 (Members Bolles and Patel-Mueller were absent) to spend $35,000.00 from the SLO TBID unallocated fund balance to develop the SLO TBID Brand Book. 2. SLO CAL IPW CO-OP CONSIDERATION Tourism Manager Molly Cano presented a co-op opportunity for participation in IPW during June 4- 8, 2022, in Orlando, Florida in partnership with Visit SLO CAL. The projected total expense for staff to attend the conference is $8,590 and this amount would be drawn from the available TBID tradeshow budget total of $13,000. Board Vice Chair Harris asked about budgeting available and Tourism Manager Cano provided an update on SLO TBID budgeting. Public Comment None. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 2/23/2022 Pg. 2 --End of Public Comment-- ACTION: MOTION BY MEMBER WILKINS SECONDED BY VICE CHAIR HARRIS CARRIED 5-0-2 (Members Bolles and Patel-Mueller were absent) to approve the co-op participation for IPW 2022. 3. VISITSLO.COM WEBSITE REDESIGN DISCUSSION Kimberly Pedego of Noble Studios lead the Board through the overview of the website redesign project and lead a discussion on early input inspiration and desires from the Board. During the presentation, member Ward asked about website ADA compliance and what it means. Pedego elaborated on what website ADA compliance is and why it is important for building new websites. Member Smith asked about video streaming on websites and asked for insight from noble studios. Pedego commented on how video streaming can affect website engagement, user experience and how there are many factors to consider. Vice Chair Harris asked about booking hotel stays directly through the website. Pedego commented that the purpose of the website is to be to help people plan their travel rather than trying to compete with the wide options of travel sites. Member Ward asked about hierarchy of hotels page and whether there is an opportunity for properties to solicit their own specific deals on the website within the deals section. Pedego commented on the current settings of the site and the potential for TBID constituents to list deals. Vice Chair Harris expressed the need for listing more hotels on the find a hotel page rather than limiting the page to six total listings. Vice Chair Harris also commented on the need to include homestays and alternative lodging options within navigation of site. Member Wilkins commented on other booking sites and how they display lodging options. Pedego commented on current hotel listing page and how we can improve the user experience through the website redesign. Chair John Conner and Tourism Manager Cano commented on the need to keep the website inclusive and that allowing constituents to pay for promotions on visitslo.com is not ideal for keeping balanced lodging representation. Tourism Manager Cano asked the Board if there are any other website features that visitslo.com is missing. Vice Chair Harris commented on how a website heat map could help staff and contractor teams understand what users are looking at on the website. Katy McGrath from Badger Branding asked about the current SLO TBID partnership with the San Luis Obispo Chamber of Commerce to keep website event content up to date. Tourism Manager Cano reviewed the current system in place for working with the SLO Chamber team to update event content. Pedego reviewed next steps in the website redesign process and what the SLO TBID Board can expect to review in the future. Public Comment None. --End of Public Comment-- ACTION: None. ADJOURNMENT The meeting was adjourned at 11:29 a.m. The next Tourism Business Improvement District Board Regular meeting is scheduled for March 9, 2022 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX