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Home My WebLink About03-14-2018 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee Wednesday, March 14, 2018 5:30 P.M. City Hall – Council Hearing Room The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the quality of life available to all residents of and visitors to San Luis Obispo and (2) promote, in a manner consistent with long-range community goals, the development of San Luis Obispo as a regional and tourist center. CALL TO ORDER: Chair Daniel Levi PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you may address the Committee on items that are not on the agenda but are of interest to the public and within the subject matter jurisdiction of the Promotional Coordinating Committee. The Committee may not discuss or take action on issues that are not on the agenda other than to briefly respond to statements made or questions raised or ask staff to follow up on such issues. CONSENT ITEMS C.1 Minutes of the Meeting on January 10, 2018 C.2 2017-18 Community Promotions Budget Report C.3 Public Relations Report, January + February Activities C.4 Grants-in-Aid Support Report, January + February Activities C.5 Visitors Center Report, January + February Activities C.6 SLO Happenings Promotions Report, January + February Activities C.7 TOT Report C.8 Minutes of the Special Meeting on February 7, 2018 C.9 Minutes of the Special Meeting on February 24, 2018 PRESENTATIONS 1. FUNDING THE FUTURE OF SLO PRESENTATION 25 mins Staff will present the “Funding the Future of SLO” initiative. This initiative includes the comprehensive review of the 70 discrete projects outlined within the various city plans and the proposed funding mechanisms for the projects. 2. CHAMBER MONTHLY REPORT 10 mins Representatives from the SLO Chamber will present the report for the public relations activities that occurred over the past two-months. BUSINESS ITEMS 1. PROMOTIONAL COORDINATING COMMITTEE STRATEGIC PLAN 20 mins The committee will review the 2018 Retreat Report as prepared by BethMarie Ward and discuss the next steps in the PCC Strategic Plan implementation. 2. 2017-18 MID YEAR BUDGET UPDATE & 2018-19 BUDGET PROCESS 10 mins Staff will update the committee on the mid-year budget status for 2017-18. Staff will discuss the timeline and process for the development of the 201 8-19 budget. 3. MID STATE FAIR SHOWCASE OF CITIES 15 mins The committee will consider the Mid State Showcase of the Cities opportunity. 4. 2018-19 GIA FUNDING ALLOCATION 5 mins The committee will review the funding allocation amount for 201 8-19 GIA program for the direction of the 2018-19 GIA Task Force. 5. ELECTION OF CHAIR & VICE-CHAIR 5 mins The committee will elect a Chair and Vice-Chair for the term of April 2018 to March 2019. PCC LIAISON REPORTS & COMMUNICATION At this time Committee members make announcements, report on activities, refer to staff issues for study and report back to the Committee at a subsequent meeting. 1. GIA UPDATE – LIAISON REPORT 2. TBID BOARD REPORT – TBID Minutes January 10, 2018 3. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on March 9, 2018 by 5:00 p.m., a true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet access to agendas and related material is available at www.slocity.org. DRAFT Minutes – Promotional Coordinating Committee Meeting of January 10, 2018 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, January 10, 2018 Regular Meeting of the Promotional Coordinating Committee CALL TO ORDER A Regular Meeting of the Promotional Coordinating Committee was called to order on Wednesday, December 13, 2017 at 5:33 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Levi. ROLL CALL Present: Committee Members Diana Cozzi, Jill LeMieux, Sasha Palazzo (5:35), John Thomas, Matthew Wilkins (5:39), Vice Chari Zoya Dixon (6:00), and Chair Daniel Levi Absent: None Staff: Tourism Manager Molly Cano, and Recording Secretary Kevin Christian. PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None CONSENT AGENDA ACTION: MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE MEMBER COZZI, CARRIED (4-0) to approve the Consent Agenda items C1 to C7. C.1 Minutes of the Meeting on December 13, 2017 C.2 2017-18 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid (GIA) Support Report C.5 Visitors Center Report C.6 SLO Happenings Promotions Report C.7 Transit Occupancy Tax (TOT) Report DRAFT Minutes – Promotional Coordinating Committee Meeting of January 10, 2018 Page 2 PRESENTATIONS Committee Members Palazzo and Wilkins arrived after the start of this presentation. 1. SLO Chamber of Commerce Quarterly Update Chamber of Commerce representative Molly Kern, Director of Communications and Business Education, and Dusty Colyer-Worth, Visitor Center Manager, reviewed the past quarter, highlighting the demographics of San Luis Obispo visitors. It was noted that the City ranking in the National Geographic Happiest places caused a ripple effect to other publications and television promoting San Luis Obispo, which is reflected by an increase in both the “placement” and “potential reach” statistics. Public Comments: None. ---End of Public Comments--- No action was taken on this item. 2. SLO Happenings Program Quarterly Promotions Update Representatives from Solve presented the quarterly promotions activit y report for the SLO Happenings program highlighting events curation activity, outreach to event promotors, and app store optimization. Of specific note was a new iOS user video, an outreach survey, and #tickettuesday promotion. Public Comments: None. ---End of Public Comments--- No action was taken on this item. BUSINESS ITEMS Committee Member Dixon arrived during staff presentation for this item. 1. 2018-19 GIA Application Approval Tourism Manager Cano presented changes made to the 2018-19 GIA application and reviewed the timeline. The committee discussed the changes, the proposed educational opportunities to be offered at the mandatory meeting for applicants, and finalized the date and time for the meeting as February 7, 2018 4:30 p.m. at the Ludwick Center. DRAFT Minutes – Promotional Coordinating Committee Meeting of January 10, 2018 Page 3 The committee discussed the need to assign ongoing committee members to the GIA subcommittee since two current sub-committee members will no longer be on the PCC when the GIA applications are evaluated. Committee members Dixon, Cozzi, and Thomas volunteered for the subcommittee. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE MEMBER WILKINS, CARRIED (6-0) to approve the application as presented with the selected date. 2. Strategic Plan Work – PCC Succession Planning Staff reviewed the current open recruitment efforts for filling the two PCC seats that will become available at the end of March 2018, and asked the committee for ideas and to spread the word. The committee suggested reaching out to GIA applicants and local businesses. Public Comments: None. ---End of Public Comments--- No action was taken on this item. 3. PCC Strategic Plan Preparation The Committee continued preparation for the strategic plan update workshop which will be held Saturday February 24, 2018. Items that will be discussed at the workshop will include, but are not limited to, budget constraints, SLOHappenings changes, Event Promotion, and New Projects. Public Comments: None. ---End of Public Comments--- No action was taken on this item. DRAFT Minutes – Promotional Coordinating Committee Meeting of January 10, 2018 Page 4 PCC LIAISON REPORTS AND COMMUNICATION 1. Grants In Aid (GIA) Update Committee member LeMieux reported on SLO Classical Academy. 2. TBID Board Report Committee Member Wilkins reviewed the January 10, 2018 TBID meeting. 3. Tourism Program Update Tourism Manager Cano reviewed and reported on the following: • Announced that Chantal Burns has begun as the Tourism Coordinator • Announced that Lee Johnson, Economic Development Manager, is leaving the City • Reviewed upcoming Tradeshow dates that staff will be attending • SLO Discovery Weekend with Cal Poly • Reviewed the TBID sponsored Rainy-Day promotion • Upcoming Meeting dates: - Strategic Plan workshop, January 24, 2018 - GIA workshop, February 7, 2018 4:30 p.m. • The February Regular scheduled meeting of the PCC has been cancelled due to conflicts with Tradeshows ADJOURNMENT The meeting was adjourned at 6:52 p.m. The next regular meeting of the Promotional Coordinating Committee is scheduled for Wednesday, March 14, 2018 at 5:30 p.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2018 Encumbrance #Company Name Contract Description Encumbrance Amount Account 39117 Regenerate Group Strategic Plan Review 2,500.00$ 11300 7227 2017-18 Encumbrances Report to City of SLO – TBID and PCC Public Relations Contract January 2018 Media/Community Relations 1. Pitched San Luis Obispo’s “Money for a Rainy Day” promotion. 2. Worked with the Bay Area News Group advertorial team for an upcoming SLO City promotion. 3. Worked with Alaska Airlines inflight magazine for a feature on San Luis Obispo. 4. Worked with Central Coast Seasons/Santa Barbara Seasons to cover the SLO Film Fest in the upcoming spring issue. 5. Hosted activities for freelance writer Mary Lancing’s press trip to SLO. 6. Pitched a variety of attractions for inclusion in the CCTC’s Budget Road Trip round up. 7. Continued working with the SLO Film Fest to identify writers for a hosted trip to SLO so that they can experience the festival. 8. Worked with Triathlete Magazine to feature photos of SLO in the March issue. 9. Pitched the following to Visit California for inclusion in their story ideas pitches to media: a. Family Friendly: i. Bubblegum Alley ii. Concerts in the Plaza iii. SLO Children’s Museum iv. Family Hiking v. SLO Railroad Museum vi. Downtown SLO Farmers’ Market vii. Horseback Riding in San Luis Obispo viii. Children’s Day in the Plaza ix. Sunset Drive-In b. Performing Arts: i. Festival Mozaic Summer Music Festival ii. Central Coast Renaissance Festival iii. Performing Arts Center, San Luis Obispo iv. SLO Repertory Theatre v. SLO Jazz Festival 10. Worked with the CCTC on an upcoming blog post. 11. Provided information to Livability for inclusion in their 2018 Best Places to Live rankings. 12. Shared photos of San Luis Obispo with Active Over 50 for their upcoming story about San Luis Obispo. Report to City of SLO – TBID and PCC Public Relations Contract January 2018 13. Wrote talking points for a welcome reception at the inaugural SLO Discovery Weekend. 14. Worked with San Diego based blogger Ellis Beardsley to plan a ‘guys getaway’ trip. 15. Worked with Visit SLO CAL to host Clara Hogan who was in the city on assignment with 7x7. 16. Continued to work with the city, Barnett Cox & Associates and Matchfire on overall tourism marketing campaign. Media Placements 1. Money for a Rainy Day Mercury News, San Diego Union Tribune and East Bay Times cover SLO’s Money for a Rainy Day promotion in print and online. Circulation/Audience: 277,793 | Unique Visitors Per Month: 8,943,521 https://www.mercurynews.com/2018/01/27/san-luis-obispos-hotel-deals-for-february- and-march/ Circulation/Audience: 157,286 | Unique Visitors Per Month: 493,406 http://www.sandiegouniontribune.com/lifestyle/travel/sd-tr-travel-deals-20180103- story.html Circulation/Audience: 277,793 | Unique Visitors Per Month: 21,326 https://www.eastbaytimes.com/2018/01/27/san-luis-obispos-hotel-deals-for-february- and-march/ Unique Visitors Per Month: 155,802 https://www.equities.com/news/san-luis-obispo-s-hotel-deals-for-february-and-march Report to City of SLO – TBID and PCC Public Relations Contract January 2018 2. 2018 Top 100 Best Places to Live Livability names San Luis Obispo as one of the best places to live in the US citing “stunning natural attractions,” “an eye-pleasing downtown,” and “a robust network of parks and trails.” Unique Visitors Per Month: 601,131 https://livability.com/best-places/top-100-best-places-to-live/2018/ca/san-luis-obispo 3. SAN LUIS OBISPO : Guide, actualité, adresses, avis (SAN LUIS OBISPO: Guide, latest news, addresses, reviews) Digital article and updated information about San Luis Obispo was published by French guide book Petit Fute. Both the articles and guidebook entries were written by Nelly Jacques, who was hosted in the city in June of 2017. 8 million guidebooks sold each year | Unique monthly visitors: 1.67 million https://www.petitfute.com/v54597-san-luis-obispo/ Report to City of SLO – TBID and PCC Public Relations Contract January 2018 4. 25 happiest cities in the United States Chicago Tribune, Newsday, International Business Times and the Star Tribune cover National Geographic’s Happiest Towns in the US, including San Luis Obispo. Circulation/Audience: 438,015 | Unique Visitors Per Month: 23,920,802 http://www.chicagotribune.com/lifestyles/travel/sc-trav-trips-vagabond-ireland-0116- story.html Circulation/Audience: 382,530 | Unique Visitors Per Month: 3,167,313 https://www.newsday.com/travel/happiest-u-s-cities-1.16365947 Circulation/Audience: 264,479 | Unique Visitors Per Month: 10,822,197 http://www.startribune.com/america-s-happiest-towns-are-named-see-south-africa-from- a-motorcycle-sidecar/471174223/ Unique Visitors Per Month: 15,770,748 http://www.ibtimes.sg/illinois-connecticut-becomes-worst-possible-state-live-boulder- tops-list-happiest-place-23710 Report to City of SLO – TBID and PCC Public Relations Contract January 2018 5. Wine Enthusiast Unveils 10 Best Wine Getaways of 2018 Wine Enthusiast Magazine names San Luis Obispo one of their top ten getaways in 2018, an accolade which has been picked up by other publications including Luxury Travel Magazine. Circulation/Audience: 178,648 Unique Visitors Per Month: 464,167 http://www.winemag.com/top-10-wine-travel-getaways-2018/san-luis-obispo-california- usa/ Unique Visitors Per Month: 131,596 http://www.luxurytravelmagazine.com/news-articles/wine-enthusiast-unveils-10-best- wine-getaways-of -2018-28315.php 6. Visit California Story Ideas San Luis Obispo is included in Visit California’s story ideas including “De-stress and Detox in California,” “Guys Weekend Getaways in California” and “Celebrity Travel Favorites.” These briefs are designed to help writers develop a pitch, get the story started and formulate feature articles. http://media.visitcalifornia.com/Story-Development/Story-Ideas/Story- Idea/?id=109559#sthash.pKcdR4Gx.dpbs http://media.visitcalifornia.com/Story-Development/Story-Ideas/Story- Idea/?id=109564#sthash.qVTCRaOQ.dpbs http://media.visitcalifornia.com/Story-Development/Story-Ideas/Story- Idea/?id=109558#sthash.CYC9fdiO.dpbs Report to City of SLO – TBID and PCC Public Relations Contract January 2018 7. 8 offbeat American hotels and motels Madonna Inn is named as one of the top eight unique hotels that entice RV travelers to stay the night. Unique Visitors Per Month: 19,350 http://exclusive.multibriefs.com/content/8-offbeat-american-hotels-and-motels/recreation- leisure 8. Top 10 Places to Retire in the USA – 2018 San Luis Obispo was names one of the best places to retire in the US citing amenities for active retirees, cultural heritage and Mediterranean climate. http://www.best-place-to-retire.com/top-10-places-to-retire-in-the-usa Report to City of SLO – TBID and PCC Public Relations Contract February 2018 Media/Community Relations 1. Worked with San Diego based blogger Ellis Beardsley to plan a ‘guys getaway’ trip. 2. Worked with Visit SLO CAL to host Clara Hogan who was in the city on assignment with 7x7. 3. Began working with Visit Berkley and Discover Clairmont for a Spring “Beyond the Campus” FAM tour. 4. Worked with Visit SLO Cal to begin planning media outreach for Taste Washington trip. 5. Continued to work with Alaska Airlines inflight magazine for a feature on San Luis Obispo. 6. Worked with DatingAdvice.com on a feature article about San Luis Obispo. 7. Pitched Bubblegum Alley as one of the Top 50 Coolest Wall Art Murals Around the World for a feature on Brit + Co. 8. Continued working with the SLO Film Fest to identify writers for a hosted trip to SLO so that they can experience the festival. 9. Hosted freelancer Brad Auerbach on assignment for Entertainment Tonight. 10. Invited select locals to be featured in the All Dreams Welcome #ShareSLO blog series. 11. Send information about evacuee resources in SLO to regional media. 12. Provided content and scheduled a tour for Clara Hogan on assignment with 7x7 and Livability.com. 13. Pitched the following to Visit California for inclusion in their story ideas pitches to media: a. Teenage Travel: i. SLO Skate Park ii. Sunset Drive-In b. Most Instagrammable: i. California's Most Instagrammable Alley ii. #PixOnPeaks iii. Sip in SLO 14. Continued to work with the city, Barnett Cox & Associates and Matchfire on overall tourism marketing campaign. Report to City of SLO – TBID and PCC Public Relations Contract February 2018 Media Placements 1. California 123 | California Trip Trios Alaska Beyond, the infight magazine for Alaska airlines, features San Luis Obispo as one of their featured California destinations. Circulation/Audience: 91,210 2. 10 Best U.S. States for Road Trips (Plus Amazing Sights to See Along the Way) Our Family World highlights the Big Sur Coast Drive, including a stop in San Luis Obispo as their number one road trip in the nation. Unique Visitors Per Month: 153,971 https://www.ourfamilyworld.com/2018/02/02/10-best-u-s-states-for-road-trips/ Report to City of SLO – TBID and PCC Public Relations Contract February 2018 3. The Most Instagrammable Places in California Smart Meetings Magazine features the Madonna Inn as one of the The Most Instagrammable Places in California. Circulation/Audience: 44,000 Unique Visitors Per Month: 53,815 https://www.smartmeetings.com/destinations/105516/instagrammable-places-california 4. A Modern Guide to San Luis Obispo: Boutique Hotels, Fresh Eats + Wine Tasting Clara Hogan’s article for 7x7 shows off the best places to stay, eat, shop and play in San Luis Obispo. 1.6 million pageviews (self-reported) http://www.7x7.com/a-modern-guide-to-san-luis-obispo-2532312862.html Report to City of SLO – TBID and PCC Public Relations Contract February 2018 5. VISITING THE “SLO” LIFE IN SAN LUIS OBISPO, CALIFORNIA Mary Lancing shares the highlights of her hosted trip to SLO for Food Wine Travel Magazine. Unique Visitors Per Month: 35,069 http://fwtmagazine.com/visiting-slo-life-san-luis-obispo-california 6. That case of wine you want to bring home? Alaska Airlines expands Wine Flies Free perk Alaska Airlines wine flies free program is highlighted by more than 15 outlets including LA Times. Unique Visitors Per Month: 23,904,510 http://www.latimes.com/travel/la-tr-alaska-airlines-expands-wine-flies-free-program- 20180215-story.html Report to City of SLO – TBID and PCC Public Relations Contract February 2018 7. HIGHWAY 1 ROAD TRIP / A SURFER’S GUIDE TO THE CALIFORNIA COAST Surf and lifestyle influencers share their road trip experience along Highway 1 including a stop in San Luis Obispo on Lush Palm. 19.8 K Instagram Followers | 17.7 K Twitter followers http://lushpalm.com/highway-1-road-trip/ 8. Petit Fute guidebook The largest French travel guidebook company, Petit Fute, features San Luis Obispo in their updated guide to California, Arizona, Utah and Nevada. Unique visitors per month: 1,665,600 Approximately 8 million guides sold per year file:///S:/Tourism/Tourism%20PR/2017- 18/Media%20Placements/Californie%20_%20Petit%20Fute.pdf https://www.petitfute.com/v54597-san-luis-obispo/ Grants- in-Aid Marketing Support January 2018 Report Organization Event VC PR SM EC MTG ST PC Associated Quilt Guilds of the Central Coast (AQGCC)Seven Sisters Quilt Show X X Cal Poly Corporation (for Cal Poly Arts) Cal Poly Arts "Masters of American Music" Series X X X X Canzona Women's Ensemble Canzona Women's Ensemble Concerts X X Central Coast Shakespeare Festival Shakespeare Under the Stars X X X Cuesta College Foundation Friends of the CPAC 7th Annual Gala X X X Foundation for San Luis Obispo County Public Libraries Library Foundation Book & Author Series X X X History Revisited Central Coast Renaissance Festival X X Opera San Luis Obispo Madama Butterfly: A Citywide Arts Collaboration X X X X Orchestra Novo Labor Day Weekend Pops Concert X X X X X Performing Arts Center, San Luis Obispo Family Day at the PAC X San Luis Obispo Classical Academy An Evening of Story with Jim Wiess X X X San Luis Obispo Little Theatre Introducing the San Luis Obispo Repertory Theatre X X X X San Luis Obispo Railroad Museum Central Coast Railroad Festival and Elf Express X X X San Luis Obispo Soccer Club SLO Summer Classic - Girls Edition X San Luis Obispo Soccer Club SLO Junior's Classic San Luis Obispo Vocal Arts Ensemble 2017-2018 Season X X X SLO Downtown Association 42nd Annual Holiday Parade X X X SLO Downtown Association Santa's House (25th Anniversary)X X X SLO Downtown Association 22nd Annual Concerts in the Plaza X X X The Monday Clubhouse Conservancy Becoming Julia Morgan X X X X United Way & Rotaract Flavors of SLO 2018 Black is current month, gray is past work 21 Total; 19 served to date or in progress VC- Dropped off materials for display in Visitor Center; brochures, posters, etc. PR- Sent out Press Release SM- Ran event through Social Media outlets EC- Included in Event Calendar MTG- Meet with Groups in person to offer public relations advice and support ST- Sell Tickets for events through the Visitor Center PC- In place of in person meeting, had phone call with group to discuss details. Grants- in-Aid Marketing Support February 2018 Report Organization Event VC PR SM EC MTG ST PC Associated Quilt Guilds of the Central Coast (AQGCC)Seven Sisters Quilt Show X X Cal Poly Corporation (for Cal Poly Arts) Cal Poly Arts "Masters of American Music" Series X X X X Canzona Women's Ensemble Canzona Women's Ensemble Concerts X X Central Coast Shakespeare Festival Shakespeare Under the Stars X X X Cuesta College Foundation Friends of the CPAC 7th Annual Gala X X X Foundation for San Luis Obispo County Public Libraries Library Foundation Book & Author Series X X X History Revisited Central Coast Renaissance Festival X X Opera San Luis Obispo Madama Butterfly: A Citywide Arts Collaboration X X X X Orchestra Novo Labor Day Weekend Pops Concert X X X X X Performing Arts Center, San Luis Obispo Family Day at the PAC X San Luis Obispo Classical Academy An Evening of Story with Jim Wiess X X X San Luis Obispo Little Theatre Introducing the San Luis Obispo Repertory Theatre X X X X San Luis Obispo Railroad Museum Central Coast Railroad Festival and Elf Express X X X San Luis Obispo Soccer Club SLO Summer Classic - Girls Edition X San Luis Obispo Soccer Club SLO Junior's Classic San Luis Obispo Vocal Arts Ensemble 2017-2018 Season X X X SLO Downtown Association 42nd Annual Holiday Parade X X X SLO Downtown Association Santa's House (25th Anniversary)X X X SLO Downtown Association 22nd Annual Concerts in the Plaza X X X The Monday Clubhouse Conservancy Becoming Julia Morgan X X X X United Way & Rotaract Flavors of SLO 2018 Black is current month, gray is past work 21 Total; 19 served to date or in progress VC- Dropped off materials for display in Visitor Center; brochures, posters, etc. PR- Sent out Press Release SM- Ran event through Social Media outlets EC- Included in Event Calendar MTG- Meet with Groups in person to offer public relations advice and support ST- Sell Tickets for events through the Visitor Center PC- In place of in person meeting, had phone call with group to discuss details. Report to City of SLO – PCC Visitor Services Contract January 2018 Visitor Interaction January 2017 December 2017 January 2018 Walk-ins 4,553 6,191 4,380 Farmers’ Market* n/a n/a n/a Phone calls 331 430 403 Emails 512 541 488 *estimate without people counter Visitor Center Highlights • Acting as distribution point for the City’s “Rainy Day Promotion”. • Promoted Restaurant Month to locals and visitors. • Represented SLO at a San Diego tourism trade show. • Enjoyed helping every single guest that came through our doors. Demographic Snapshot International travelers 452 Asia 0% Africa 0% Europe 39% Australia/New Zealand 15% United Kingdom 38% North America 7% South America 1% Domestic travelers (outside of CA.) 523 West 10% West Coast 29% East Coast 28% Southw est 12% Midw est 17% South 4% California travelers 1,366 Northern CA 28% Southern CA 29% Central Coast 39% Central Valley 3% Desert 1% Calendar of Events January 2018 February 2018 Events in calendar 184 157 Report to City of SLO – PCC Visitor Services Contract February 2018 Visitor Interaction February 2017 January 2018 February 2018 Walk-ins 4,955 4,380 4,576 Farmers’ Market* n/a n/a n/a Phone calls 393 403 412 Emails 300 488 426 *estimate without people counter Visitor Center Highlights • Acting as distribution point for the City’s “Rainy Day Promotion”. • Distributed GIA event materials to local hotels. • Enjoyed helping every single guest that came through our doors. Demographic Snapshot International travelers 488 Asia 0% Africa 0% Europe 38% Australia/New Zealand 16% United Kingdom 36% North America 9% South America 1% Domestic travelers (outside of CA.) 549 West 12% West Coast 30% East Coast 27% Southw est 11% Midw est 16% South 4% California travelers 1,512 Northern CA 27% Southern CA 31% Central Coast 37% Central Valley 4% Desert 1% Calendar of Events February 2018 March 2018 Events in calendar 192 168 SLO HAPPENINGS MARKETING - MONTHLY REPORT REPORT PERIOD: January 1 - 30, 2018 PROGRAM SUMMARY, SERVICES and RESULTS Services Delivered: Promotional Digital, Content and Social Marketing and Management Strategies, CMS & APP Management, Monitoring & Entry, Media Advertising Design, Planning and Execution, Content Design, Planning and Execution, App and Landing Page Design, and Video Production. Services Summary: Our Q3 efforts continue the strategic execution set forth of ongoing events curation management, social engagement and monitoring, branded design and optimization the user and app store experience. The prime focus remains curation and editing, keeping the flow of events coming in from promoters and planners. In addition, SOLVE is providing SH marketing support for the upcoming PCC GIA Resource Fair 2/7. MEDIA / ADVERTISING APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ] • Number of App Downloads: 138 (+22 / +16%) • Number of Users: 1,722 (+109 / +7%) • Number of App Sessions: 2,927 (+137/ +5%) • Number of Submission Users: 112 (+48 / +75%) • Number of Submission Sessions: 213 (+77 / +75%) • Number of SLO Happening Splash Page clicks: 22,484 (+444 / +2%) • Number of Add Event Page clicks: 241 (+10 / +2%) • Number of Events Entered / Edited / Posted: 160 • Contest / Emails / Survey Entries n/a Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Budget Engagement / Awareness / Clicks to Website 5,739 13,083 7611 20% $117.34 SOCIAL CHANNELS SOLVE manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline and digital app contests, connect and engage with the community users and event planners, optimize the media campaigns and deliver provide quick response monitoring -- incrementally growing all digital channels and user data. FACEBOOK December 2017 January 2018 +/- Likes 22,079 22,056 -23 Followers 21,748 21,736 -12 Video Views 2,741 1,477 -1,264 TWITTER December 2017 January 2018 +/- Tweets 1,503 1,529 +15 Followers 2,834 2,865 +31 Following 2,823 2,921 +102 INSTAGRAM December 2017 January 2018 +/- Posts 252 264 +12 Followers 3,688 3,715 +27 Following 2,346 2,494 +148 YOUTUBE December 2017 January 2018 +/- Views 41 64 +25 SLO HAPPENINGS MARKETING - MONTHLY REPORT REPORT PERIOD: February 1 - 28, 2018 PROGRAM SUMMARY, SERVICES and RESULTS Services Delivered: Promotional Digital, Content and Social Marketing and Management Strategies, CMS & APP Management, Monitoring & Entry, Media Advertising Design, Planning and Execution, Content Design, Planning and Execution, App and Landing Page Design, and Video Production. Services Summary: Our Q3 efforts continue the strategic execution set forth of ongoing events curation management, social engagement and monitoring, branded design and optimization the user and app store experience. The prime focus remains curation and editing, keeping the flow of events coming in from promoters and planners. In addition, SOLVE provided event marketing content and attendance at the PCC GIA Resource Fair on 2/7. MEDIA / ADVERTISING APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ] • Number of App Downloads: 138 (+63 / +84%) • Number of Users: 1,691 (-31 / +2%) • Number of App Sessions: 3,043 (+116/ +4%) • Number of Submission Users: 114 (+2 / +2%) • Number of Submission Sessions: 240 (+27 / +13%) • Number of SLO Happening Splash Page clicks: 22,556 (+72 / +1%) • Number of Add Event Page clicks: 285 (+44/ +15%) • Number of Events Entered / Edited / Posted: 147 • Contest / Emails / Survey Entries n/a Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Budget Engagement / Awareness / Clicks to Website 3,630 6,150 1873 4.65% $117.57 SOCIAL CHANNELS SOLVE manages, curates and posts upcoming events, promotions and local information, executed branded design, timeline and digital app contests, connect and engage with the community users and event planners, optimize the media campaigns and deliver provide quick response monitoring -- incrementally growing all digital channels and user data. FACEBOOK January 2018 February 2018 +/- Likes 22,056 22,029 -27 Followers 21,736 21,716 -20 Video Views 1,477 4,730 +3253 TWITTER January 2018 February 2018 +/- Tweets 1,529 1,564 +35 Followers 2,865 2,821 -44 Following 2,921 2,898 -23 INSTAGRAM January 2018 February 2018 +/- Posts 264 278 +14 Followers 3,715 3,750 +35 Following 2,494 2,539 +45 YOUTUBE January 2018 February 2018 +/- Views 69 69 +0 TOT Comparison 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-2016-17 2017-18 Change +/- July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 878,786$ 0.2%84.7 84.9 0.3 174.75 174.02 -0.4 148 147.82 -0.1 August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 733,970$ -4.1%82.5 76.6 -7.2 155.56 157.94 1.5 128.38 121.01 -5.7 September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 715,084$ 10.0%74.8 74.7 -0.02 151.1 158.01 4.6 113.08 118 4.4 October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 612,859$ -2.4%72.9 70.3 -3.4 146.18 146.93 0.5 106.51 103.31 -3.0 November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 518,972$ 4.4%66.3 66 -0.6 133.3 135.92 1.9 88.61 89.66 1.4 December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,844$ 10.4%58.9 61.5 4.4 123.58 129.11 4.5 72.52 79.39 9.1 January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 413,510$ 4.3%56.3 58 3.1 115.68 118.75 2.7 65.09 68.89 5.8 February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 61.7 128.71 79.36 March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 69.1 130.03 89.91 April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 80.4 149.96 120.56 May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 72 147.7 106.33 June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 79 164.33 129.9 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$ 4,353,026$ 71.55 70.29 143.41 145.81 104.02 104.01 *Nov TOT totals missing 1 homestays *Dec TOT totals missing 1 homestay *Jan TOT total missing 1 + 3 missing homestays Occupancy ADR RevPAR Figures from Smith Travel Research report Minutes – Special Meeting of the Promotional Coordinating Committee on Feburary 7, 2018 Page 1 Minutes PROMOTIONAL COORDINATING COMMITTEE Wednesday, February 7, 2018 Special Meeting of the Promotional Coordinating Committee CALL TO ORDER A Special Meeting of the Promotional Coordinating Committee was called to order on Wednesday, February 7, 2018 at 4:35 p.m. in the Ludwick Community Center, located at 864 Santa Rosa Street, San Luis Obispo, California, by Daniel Levi. ROLL CALL Present: Chair Daniel Levi, Committee Members Zoya Dixon, Sasha Palazzo, Diana Cozzi, John Thomas and Jill LeMieux. Absent: Committee Member Matthew Wilkins. Staff: Tourism Manager Molly Cano, and Tourism Coordinator Chantal Burns BUSINESS ITEMS 1. GRANTS-IN-AID MANDATORY MEETING & RESOURCE FAIR The committee held a mandatory meeting with all potential 2018-19 GIA applicants to discuss the 2018-19 Cultural GIA application. Following the presentation, there was be a short questions & answer session with the PCC’s grant readers, and then the attendees were invited to explore the resource fair which featured the PCC, SLO Happenings, Chamber of Commerce and Parks and Recreation. ADJOURNMENT The meeting was adjourned at 5:30 p.m. The next regular meeting of the Promotional Coordinating Committee is scheduled for Wednesday, March 14, 2018 at 5:30 p.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/XXXX Minutes – Special Meeting of the Promotional Coordinating Committee on Feburary 7, 2018 Page 1 Minutes PROMOTIONAL COORDINATING COMMITTEE Wednesday, February 24, 2018 Special Meeting of the Promotional Coordinating Committee CALL TO ORDER A Special Meeting of the Promotional Coordinating Committee was called to order on Saturday, February 24, 2018 at 9:00 a.m. in the Sands Inn & Suites, located at 1930 Monterey Street, San Luis Obispo, California, by Daniel Levi. ROLL CALL Present: Chair Daniel Levi, Committee Members Zoya Dixon, Sasha Palazzo, Diana Cozzi, John Thomas, Matthew Wilkins and Jill LeMieux. Staff: Tourism Manager Molly Cano. BUSINESS ITEMS 1. STRATEGIC PLANNING WORKSHOP The committee participated in the Strategic Planning Workshop for the review and update the two-year PCC Strategic Plan. The committee members reviewed the current strategic plan and reflected on the successes and challenges of the first- year projects, timelines, and goals. Then they prioritized projects from the strategic directions for 2018-19 in a realistic timeframe. ADJOURNMENT The meeting was adjourned at 1:00 p.m. The next regular meeting of the Promotional Coordinating Committee is scheduled for Wednesday, March 14, 2018 at 5:30 p.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/XXXX Pay to: BethMarie Ward Regenerate Group 1445 Prefumo Canyon Rd. Unit 28 San Luis Obispo, CA 93405 Phone 612-210-5657 PURCHASE ORDER PO 6-19-2017 DATE: JUNE 19, 2017 TO: Molly Cano, Tourism Manager City of San Luis Obispo 990 Palm Street San Luis Obispo, CA 93401 FOR: STRATEGIC PLAN UPDATES, YEAR TWO, 2018 DESCRIPTION/ Deliverables HOURS RATE AMOUNT HALF DAY RETREAT IN SPRING 2018 TO UPDATE STRATEGIC PLAN AND TEAM BUILDING $2,500.00 $2,500.00 Make all checks payable to BethMarie Ward , Regenerate Group Thank you for your business! California Mid State Fair Showcase of Cities- Inaugural presentation in 2018. Updated as of March 7, 2018 We live and work in the most beautiful County in the United States. All of us are proud of our community. Where is that special place we can visit all that San Luis Obispo County has to offer in one location? Where can we see the city or town we call home while others also enjoy our town by viewing the beauty, the people, the experience, the history, the business opportunities, shopping, lifestyle and the landscape of the Central Coast? The Answer? The Showcase of Cities at the California Mid State Fair. Displays will be fun, animated, three dimensional and educational while presenting what is BEST about our San Luis Obispo Communities to more than 420,000 persons over 12 action packed days. These exhibits are intended to encourage future opportunities for the viewer to take pride in their home town, discover hidden treasures, make visitation plans and special features each city has to offer. Cities are encouraged to also have fun while incorporating theme elements such as history, commerce, recreation, lifestyle, food, entertainment, architecture tourism, industry, agriculture, art and/or natural resources. These can be very specific or a combination of elements. Our goal is to cerate a memorable moment for each guest. This program will be part of our Marketing program each year. A soft announcement was made at our Annual Dinner February 2,2018. Suggested criteria for content design and presentation: Each display should incorporate Marketability, Craftsmanship, Creative use of products/produce/artifacts, Technology/animation and special effects. Who participates: Any city or town within San Luis Obispo County as approved by local government leadership. Complete Cost of the display is the responsibility of each city. Cities may share window display space if desired. For example, if Cayucos, Harmony and Cambria wanted to share a window as a northern coastal city display, that is fine. The Fair is will hold a People’s Choice award presented in the First year. Space is provided on a first come first serve basis. When: Displays are presented annually in late July at the fair. The 2018 dates are July 18-29. Written Commitment to space must take place by May 1, 2018. Displayers submit concepts by June 1 and installation may begin July 5, 2018. Displays must be completed and ready for inspection no later than Noon, July 16, 2018. Installation and work on the displays on site is to take place during business hours from July 5- 16, 2018. An unveiling reception for the Press will be planned before the Fair opens each year. Where Displays will be installed and presented at the Paso Robles Events Center in Paso Robles, home of the California Mid State Fair. In 2018 the displays will be housed in very large Showcase windows that face the very popular Frontier Town Walkway. Power and some lighting is available within those window units. All spaces are equal in size. In Future Years we would like to consider larger displays/exhibits. Display Space All City Displays will be installed housed and showcased in large display window boxes very similar to those one would see on Main Street in Disneyland. Located in Frontier Town the exhibit window boxes are the following dimensions: Eight Feet (8’) Wide Six Feet (6’) High Two Feet (2’) deep Each display window has 110 power and one lighting fixture. Each display window is accessed from inside the building from a 4’ X 4’ square opening. Additional lighting is recommended, and designers may want to consider battery powered animation elements. Displays after dark can be quite dramatic with appropriate lighting. Any interested community representative may visit the Paso Robles Event Center to view the display area. Although staffing is not required, we encourage volunteers from your town, particularly on weekends. Commitments to date Commitment from the following cities and towns through the initial assistance of each Mayor includes: Paso Robles Atascadero Arroyo Grande San Luis Obispo We encourage engagement from each city’s Chamber of Commerce as well. We have room for at least 10 windows. We expect they will fill up fast so enter early by contacting us! We are planning a press release to go out by March 15 with complete information and a list of cities making the commitment to be here. Join the team now! For more Information contact: Michael Bradley, CEO California Mid State Fair michael@midstatefair.com 805-237-6550 DRAFT Minutes – Tourism Business Improvement District Board Meeting of January 10, 2018 Page 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, January 10, 2018 Tourism Business Improvement District Board CALL TO ORDER A Meeting of the Tourism Business Improvement District Board was called to order on Wednesday, January 10, 2018 at 10:00 a.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Wilkins. ROLL CALL Present: Board Members Clint Pearce, Pragna Patel-Mueller, Vice Chair Nipool Patel, and Chair Matthew Wilkins Absent: Board Members Bruce Skidmore, Kimberly Walker, and LeBren Young-Harris Staff: Tourism Manager Molly Cano, Tourism Coordinator Chantal Burns, and Recording Secretary Kevin Christian PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. CONSENT AGENDA ACTION: MOTION BY VICE CHAIR PATEL, SECOND BY BOARD MEMBER PEARCE, CARRIED 4-0, to approve the Consent Calendar Items C1 through C6. C1. Minutes of Meeting on Wednesday, December 13, 2017 C2. Smith Travel Report C3. Chamber Public Relations Report C4. BCA + Matchfire Marketing Report C5. Chamber Guest Services Report C6. Transit Occupancy Tax (TOT) Report DRAFT Minutes – Tourism Business Improvement District Board Meeting of January 10, 2018 Page 2 PRESENTATIONS 1. Marketing Agency Quarterly Report Representatives from BCA + MatchFire reviewed their marketing activities from the past quarter, highlighting the Money for a Rainy-Day promotion, website and social media metrics, the new #SLOWelcomes video for ShareSLO, and Partnership program successes and opportunities for improvement. Public Comments: None ---End of Public Comments--- No action was taken on this item 2. SLO Chamber of Commerce Quarterly Report Chamber of Commerce representative Molly Kern, Director of Communications and Business Education, and Dusty Colyer-Worth, Visitor Center Manager, reviewed the past quarter. Guest services metrics compared almost equal to the same quarter of the previous year, with exceptions of phone and email support which both increased. It was noted that the City ranking in the National Geographic Happiest places caused a ripple effect to other publications and television promoting San Luis Obispo, which is reflected by an increase in both the “placement” and “potential reach” statistics. Public Comments: None. ---End of Public Comments--- No action was taken on this item. 3. SLO Wine Mid-Year Report Heather Muran from the SLO Wine Country Association presented the mid-year activity report. A review of the Associate Member Benefits, new additions to the website and website metrics, social media metrics, public relations features, and Roadshow metrics were reviewed. Public Comments: None. ---End of Public Comments--- No action was taken on this item. DRAFT Minutes – Tourism Business Improvement District Board Meeting of January 10, 2018 Page 3 BUSINESS ITEMS 1. Event Promotion Sponsorship Update Tourism Manager Cano provided a review of existing funding and reported that the Marketing Committee’s Event Promotion Sponsorship funding approach for the remainder of the fiscal year will be on a first come, first served, basis. Public Comments: None. ---End of Public Comments--- No action was taken on this item. TBID LIAISON REPORTS &COMMUNICATIONS 1. Hotelier Update None at this time. 2. Management Committee Update No Management sub-committee meeting was held. 3. Marketing Committee Update Marketing Committee Member Wilkins reported that funding for Weekend Sherpa have been reallocated for use in the partnership with Bay Area News Group, and discussed the sponsored conference room process which will be agendized for Board review at an upcoming meeting. 4. Promotional Coordinating Committee (PCC) Update Chair Wilkins and Tourism Manager Cano reviewed the Minutes of the December 13, 2017 meeting, highlighting work done on the Strategic Plan, and discussion focused on changing the SLO Happenings program from an App to a mobile site. DRAFT Minutes – Tourism Business Improvement District Board Meeting of January 10, 2018 Page 4 5. Visit SLO CAL Update Board Member Pearce reported on the communications plan for Hwy 1 updates, destination development planning which will include an audit of the region’s assets, noted that the new website is scheduled to launch on February 13th, and listed upcoming tradeshow attendance plans. Tourism Manager Cano reviewed the marketing committee meeting, highlighting work with the new advertising agency, the creation of marketing assets, discussion on starting an ambassador program, and noted that there will not be a printed inflight co-op marketing piece. Tourism Coordinator Burns reported on attending a recent Visit SLO CAL workshop highlighting the new website and its launch. 6. Tourism Program Update Tourism Manager Cano reviewed and reported on the following: • Announced that Lee Johnson, Economic Development Manager, is leaving the City • Reviewed upcoming Tradeshow dates, hotel partnership participation, and noted staff attendance • SLO Discovery Weekend with Cal Poly • Upcoming Meeting dates: - Management sub-committee, February 1, 2018 10:00 a.m. - Marketing sub-committee, February 7, 2018 10:30 a.m. • The March Regular scheduled meeting of the TBID has been cancelled due to conflicts with Tradeshows ADJOURNMENT The meeting was adjourned at 11:15 a.m. The next Regular meeting of the Tourism Business Improvement District Board is scheduled for Wednesday, March 14, 2018 at 10:00 a.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/2017