HomeMy WebLinkAbout04-11-2018 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, April 11, 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: Vice 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.
APPOINTMENT - OATH OF OFFICE
Melissa Godsey and Dana Matteson, appointed by the City Council on March 20, 2018, will take the oath of
office to serve on the Promotional Coordinating Committee.
CONSENT ITEMS
C.1 Minutes of the Meeting on March 14, 2018
C.2 2017-18 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Grants-in-Aid Support Report
C.5 Visitors Center Report
C.6 SLO Happenings Promotions Report
C.7 TOT Report
PRESENTATIONS
1. SAN LUIS OBISPO MUSEUM OF ART UPDATE 10 mins
Jeff Al-Mashat, Capital Campaign Director, will present an update on the SLOMA programs and capital
campaign project.
2. SLO CHAMBER OF COMMERCE QUARTERLY UPDATE 10 mins
Representatives from the SLO Chamber of Commerce will present the quarterly report for their contracts
with the PCC.
3. SLO HAPPENINGS PROGRAM QUARTERLY PROMOTIONS UPDATE 10 mins
Representatives from Solve will present the quarterly promotions activity report for the SLO Happenings
program.
BUSINESS ITEMS
1. SAN LUIS OBISPO CHAMBER OF COMMERCE PARTNERSHIP CONSIDERATION 10 mins
Representatives from the Chamber of Commerce will present the partnership proposals for 2018-19.
2. SLO HAPPENINGS PROGRAM DISCUSSION 20 mins
Staff will present program options for the evolution of the SLO Happenings program for the committee’s
discussion.
3. 2018-19 EVENT PROMOTION FUNDING DISCUSSION 20 mins
The committee will discuss the PCC’s participation in the 2018-19 Event Promotion funding process with
the TBID.
4. 2018-19 COMMUNITY PROMOTIONS BUDGET 10 mins
Staff will present the anticipated 2018-19 program budget for the PCC.
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 March 14, 2018
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on April 6, 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, March 14, 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, March 14, 2018 at 5:31 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, John Thomas,
Vice Chair Zoya Dixon, and Chair Daniel Levi
Absent: Committee Members Sasha Palazzo and Matthew Wilkins
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 DIXON, CARRIED (5-0) to approve the Consent Agenda items C1 to C9.
C.1 Minutes of the Meeting on January 10, 2018
C.2 2017-18 Community Promotions Budget Report
C.3 Public Relations Report, January and February Activity
C.4 Grants-in-Aid (GIA) Support Report, January and February Activity
C.5 Visitors Center Report, January and February Activity
C.6 SLO Happenings Promotions Report, January and February Activity
C.7 Transit Occupancy Tax (TOT) Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 14, 2018 Page 2
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
Greg Hermann, Acting Assistant City Manager, presented the “Funding the Future of
SLO” initiative to inform the committee on the process and to receive their feedback to
bring to City Council. A review of the City’s Major City Goals was presented, along
with funding concerns related to the closure of Diablo Canyon Nuclear Power Plant,
unfunded pension liabilities, and projected costs for future projects and ongoing
maintenance. Measure G funding was reviewed, with discussion on increasing
maintenance needs and its mechanism for funding new projects. Possible future funding
options presented were a Cannabis tax, sales tax increase, a general obligation bond,
and community facilities district fees. Feedback will be presented to City Council on
April 17, 2018, in order to be considered for a possible ballot measure on the upcoming
regular November Election ballot.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
2. SLO Chamber of Commerce Report
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, reviewed the public relations activities for January and February.
Highlights included: a piece in the Alaska Airlines “Beyond” magazine, coverage in the
blog Lush Palm, three pieces highlighting the TBID sponsored Rainy Day promotion in
Bay Are News publications, a new ranking as #17 Best Place to Live in the US,
coverage from 7x7 through a partnership with SLO CAL targeting the Bay Area, and
media hosting related to the SLO Film Festival.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 14, 2018 Page 3
BUSINESS ITEMS
1. Promotional Coordinating Committee Strategic Plan
The committee reviewed the 2018 Retreat Report as prepared by BethMarie Ward. A
discussion on the “Action Steps” listed in the plan was held to clarify the group’s
understanding of them.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY COMMITTEE
MEMBER LEMIEUX, CARRIED (5-0) to approve the report as part of the Strategic Action
Plan.
2. 2017-18 Mid Year Budget Update and 2018-19 Budget Process
Tourism Manager Cano reviewed the 2017-18 mid-year budget line item status. A
review of the 2018-19 budget process, including the following timeline was presented.
April PCC Meeting – First review of the base budget amounts; receive Chamber of
Commerce contract proposals; possible review & discussions on SLO Happenings
program; possible review & discussions on event budget allocation
May PCC Meeting – Finalize Budget Recommendations for 2018-19
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 14, 2018 Page 4
3. Mid-State Fair Showcase of Cities
The California Mid-State Fair has invited the City to participate in a new program
called “Showcase of Cities”. The “Showcase of Cities” will be a series of window
displays promoting the County Cities at the Mid State Fair, with an award offered for
best display. The participation commitment deadline is May 1st.
The committee considered the opportunity, discussed creating a task force to oversee
the project, possibilities for attracting a creator or creative team, the timeline, and the
budget.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER DIXON, SECOND BY COMMITTEE
MEMBER LEMIEUX, CARRIED (5-0) to allocate up to $5,000 to create a window display for
the “Showcase of Cities”.
Zoya Dixon and Daniel Levi volunteered to be on a task force to oversee the project.
4. 2018-19 GIA Funding Allocation
The committee reviewed the funding allocation amount for the 2018-19 GIA program
to establish funding direction for the 2018-19 GIA Task Force.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY COMMITTEE
MEMBER LEMIEUX, CARRIED (5-0) to set the 2018-19 GIA budget at $100,000.
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 14, 2018 Page 5
5. Election of Chair and Vice Chair
Tourism Manager Cano reviewed the bylaws for election of Chair and Vice-Chair for
the term of April 2018 to March 2019. It was announced that current Chair Levi would
be willing to relinquish the position even though he is eligible to hold it for a second
term.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (5-0) to elect Zoya Dixon as Chair.
ACTION: MOTION BY COMMITTEE MEMBER LEMIEUX, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (5-0) to elect Daniel Levi as Vice Chair.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants In Aid (GIA) Update
none
2. TBID Board Report
Tourism Manager Cano reviewed the January 10, 2018 TBID meeting, noting the SLO
Wine mid-year report and reporting on remaining event promotion funding. The report
for the March 14, 2018 meeting noted that Bruce Skidmore was elected Chair, with
outgoing Chair Wilkins becoming the Vice Chair. It was additionally reported that the
TBID committed to research projects for marketing data at the March meeting.
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 14, 2018 Page 6
3. Tourism Program Update
Tourism Manager Cano reviewed and reported on the following:
- GIA applications close on March 16th
- Trade show participation: The VR glasses experience was a success at the San
Diego show. The next show to be attended will be in Denver the week of 03/19/18.
- Taste of Washington, part of “SAVOR on the Road” is scheduled for 03/22-23.
- IPW tradeshow, May 19-24 in Denver
- CCTC meeting, April 18-20 in Solvang
- SLO Discovery Weekend: Approximately 60 parents participated in the first session
held in February. It was well received, and improvement opportunities were noted
for inclusion during the upcoming session, May 11-13.
- The Rainy Day promotion sold out approximately one month faster than last year,
and that almost 1800 room nights have already been reserved. It was noted that a
“strong response” has been received from the Seattle WA area.
- The Advisory Bodies will be recognized at the upcoming March 20th City Council
meeting. New member appointments will follow.
ADJOURNMENT
The meeting was adjourned at 7:35 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, April 11, 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
Community Promotions Budget 2017-18
Budget 2017-18 Amount
Budget 404,688$
2016-17 Encumbrances
Returned Funds (GIA)
Total Budget 404,688$
Expenditure Last Updated 4/6/2018
Expenditure Allocated Expended
Available
Balance Contractor
Grants-in-Aid Funding 100,000$ 100,000$ -$ GIA Recipients
Grants-in-Aid Promotional Support Contract 28,000$ 20,997$ 7,003$ Chamber of Commerce
Event Promotion Funding 40,000$ 40,000$ -$ City Administration
SLO Happenings Program - Technology 8,000$ 7,000$ 1,000$ GFL
SLO Happenings Program - Promotion 30,000$ 23,671$ 6,329$ Solve
General Contract Services 5,649$ 5,550$ 99$
Visitors Center 112,600$ 84,447$ 28,153$ Chamber of Commerce
PR Contract 34,000$ 25,497$ 8,503.00$ Chamber of Commerce
Downtown Maps 8,750$ 8,750$ Chamber of Commerce
Support Cost 5,000$ 4,040$ 960$ City Administration
Strategic Plan Update 2,500$ 2,500$ Regenerate Group - Encumbered from ED
Administration 32,689$ 32,689$ -$ City Administration
Total 404,688$ 346,391$ 60,797$
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2018
Media/Community Relations
1. Submitted destination brief to CCTC for their itinerary development project.
2. Compiled media kit for the DC bureau chief of Jyllands-Posten, Denmark's largest
newspaper.
3. Worked with regional media to generate awareness about resources for evacuees
including special hotel rates.
4. Met in person or over the phone with Seattle based bloggers, freelancers and
influencers to promote San Luis Obispo as a convenient, sunny getaway for people in
the Pacific Northwest.
a. Obsessed by Portia
b. Hello Rigby
c. All things Kate
d. Marissa Tejada
e. Lara Dunning
f. Style-ish
g. Thrifty Northwest Mom
5. Pitched 7Sisters Brewing and historic adobe buildings to Sunset Magazine writer
looking for unique riffs "keeping cool."
6. Pitched the following to Visit California for inclusion in their media relations round up:
a. What’s new Summer 2018:
i. Central Coast Brewing Co. No. 2
b. Educational Tourism
i. Hop on Beer Tours
ii. Central Coast Food Tours
iii. Ranger Lead Hikes
iv. Monday Club tours
v. History of Downtown San Luis Obispo via Podcast Tour
c. Top Music Venues
i. Madonna Inn
ii. Serenade Sunday at Bang the Drum Brewery
iii. SLO Brew
iv. Performing Arts Center, San Luis Obispo
7. Continued to work with Mindbody on promotional partnership opportunities.
8. Pitched a number of craft breweries in SLO for CCTC use in itinerary development.
9. Hosted two writers covering the SLO Film Festival, one with Variety and the other with
Moviemaker Magazine.
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2018
10. Continued working with Visit Berkley and Discover Clairmont for a Spring “Beyond the
Campus” FAM tour.
11. Worked with Visit SLO Cal to host food blogger/influencer Jane Ko on her trip to San
Luis Obispo County.
12. Pitched San Luis Obispo as one of the best places to hike in the US to HealthyWay.
13. Continued working with DatingAdvice.com on a feature article about San Luis Obispo.
14. Pitched Festival Mozaic to a number of outlets as an example of the caliber of
arts/culture attractions in San Luis Obispo.
15. Hosted 360 Magazine on assignment with Chevy for a guy’s trip.
16. Continued to work with the city, AMF and Matchfire on overall tourism marketing
campaign.
Media Placements
Trip planning
1. 9 Incredible Long Weekend
Getaways
Seattle Met writer Allison Williams,
who was hosted in SLO last fall,
includes San Luis Obispo in her round
up of best weekend trips.
Unique Visitors Per Month: 443,127
2. Only True Californians Know About
These Golden State Adventures
Thrillist includes Madonna Inn and
Libertine in their round up of
“experiences that fly under the radar
except to the area’s locals.”
Unique Visitors Per Month:
11,520,668
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2018
3. West Coast Travel for Families
Ontario based blogger Tales of a
Ranting Ginger includes San Luis
Obispo in her “4 amazing ideas for
West Coast travel for families.”
Unique Visitors Per Month: 151,303
4. Wine Wanderlust Guide:
March 2018
Wine Spectator includes both the
Alaska Airlines Wine Flies Free
Program and the SLO Film Festival in
their March round up of things to know
when planning wine related travel in
March.
Unique Visitors Per Month: 431,679
5. Planning a Short California Road Trip
UK based blogger Tales of Annie Bean talks
about her honeymoon road trip though
California including an overnight stop in San
Luis Obispo where she enjoyed “Lots of craft
beer houses and music.”
6. How to Have the Best Spring Break While Staying in SLO
Her Campus blogger shares her top tips for staycationing in SLO.
Unique Visitors Per Month: 149,1126
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2018
7. Road Trip
Cool Hunting takes a road trip from
Los Angeles and stops at Scout and
Hearst Castle.
Unique Visitors Per Month: 430,780
8. Top-rated pit stops along
popular road-trip highways
USA Today and eight partner sites
include San Luis Obispo station in as a
top stop along the Pacific Coast
Highway.
Combined Unique Visitors Per
Month: 41,460,000
Places to stay
9. Quirky Weekend Getaways Near LA
CBS Los Angeles includes the
Madonna Inn as one of their top
places to stay on weekend getaways
from Los Angeles.
Unique Visitors Per Month:
27,820,000
10. 19 Great Small Places to Stay
Santa Barbara Seasons features
Petit Soleil, Granada Hotel and Bistro
and Garden Street Inn in their round
up of best boutique hotels in Santa
Barbara and San Luis Obispo
Counties.
Audience Reach: 36,000
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2018
11. 8 Hotel Suites That Bring
Your Favorite Fairy Tale to Life
Travelocity rounds up the best fairy
tale hotel rooms saying “The Queen
of Hearts from Alice in Wonderland
would feel right at home in the Hearts
& Flowers room at Central Coast gem
the Madonna Inn.”
Unique Visitors Per Month:
10,856,379
12. Hotels booked up with South Coast storm evacuees
KSBY encourages evacuees to come to SLO as hotels in Santa Barbara were already
booked. “Evacuees can call the San Luis Obispo Visitor Center at 1-877-SLO-TOWN for
help finding a place to stay and any other resources they may need while they're away
from home.”
Unique Visitors Per Month: 193,000
Happiness and Wellbeing
13. Is This California Town the
Happiest Place in America?
Clara Hogan, who was hosted in
partnership with Visit SLO Cal, writes
about San Luis Obispo for Livability
saying, “SLO’s pristine coastline,
year-round sunny weather, and
relaxed pace of life make it a place
that many dream of calling home (not
to mention one of our Top 100 Best
Places to Live) — and a destination
that certainly deserves a spot on your
travel bucket list.”
14. Happiness Advice from the
World’s Happiest Places
Goop interviews Dan Butner about
what makes a place happy including
how “moving to a place like Boulder,
Colorado or San Luis Obispo,” can
help increase someone’s happiness.
Unique Visitors Per Month:
1,710,000
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2018
15. Gallup and Sharecare Announce
Annual Community Rankings
Gallup released its annual community
rankings, naming San Luis Obispo as
one of the top ten communities with
the highest well-being for the 2016-17
year. The rankings were picked up by
more than 33 outlets.
Combined Unique Visitors Per
Month: 39,720,000
Food, Wine and Beer
16. A Beautiful Breakfast at Big Sky
Café
Blogger Along Comes Mary, who
was hosted in San Luis Obispo earlier
this year, shares an in-depth review of
Big Sky Café.
Unique Visitors Per Month: 14,737
17. Sights and Bites from the
Central Coast Veg Fest
Spoon University covers the
inaugural Central Coast Veg Fest in
San Luis Obispo. Unique Visitors
Per Month: 3,717,788
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2018
18. San Luis Obispo
360 Magazine, hosted in SLO the last
weekend in March, posts a roundup of
top restaurants, wineries and
breweries in San Luis Obispo as well
as a review of the SLO Brew Lofts.
Audience Reach: 110,000
19. Rosé craze makes its way
to cider, beer, vodka
USA Today and 16 partner sites post
a roundup of most exciting Rosé
launches in 2018 including Chamisal’s
“Malene” Rosé trailer in San Luis
Obispo.
Combined Unique Visitors Per
Month: 53,873,760
20. Drink rosé all day in this 1969
Airstream tasting room
7x7 and Rachael Ray Every Day
write about Chamisal’s new rosé
airstream saying” this boozy
Airstream channels the laid-back
vibes of SLO.”
Combined Unique Visitors Per
Month: 1,790,000
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2018
21. Wine Flies Free
Afar Magazine and four other outlets
cover the Alaska Airlines Wine Flies
Free program. Combined Unique
Visitors Per Month: 1,070,000
Events
22. SLO Film Fest
Nine articles about the SLO Film Fest
ran in the Tribune, Paso Robles
Daily News, and the Modesto Bee.
Combined Unique Visitors Per
Month: 5,220,000
Grants- in-Aid Marketing Support March 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 X X
Black is current month, gray is past work
21 Total; 20 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
March 2018
Visitor Interaction
March
2017
February
2018
March
2018
Walk-ins 6,202 4,576 6,037
Farmers’ Market* n/a n/a n/a
Phone calls 493 412 506
Emails 478 426 463
*estimate without people counter
Visitor Center Highlights
• Acting as distribution point for the City’s “Rainy Day Promotion”.
• Promoted San Luis Obispo at a Denver tourism tradeshow.
• Enjoyed helping every single guest that came through our doors.
Demographic Snapshot
International travelers 608
Asia 0%
Africa 0%
Europe 35%
Australia/New Zealand 20%
United Kingdom 25%
North America 19%
South America 1%
Domestic travelers
(outside of CA.)
689
West 10%
West Coast 33%
East Coast 22%
Southw est 10%
Midw est 21%
South 4%
California travelers 1,841
Northern CA 29%
Southern CA 29%
Central Coast 38%
Central Valley 3%
Desert 1%
Calendar of Events
March
2018
April
2018
Events in calendar 253 136
o
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: March 1 - 31, 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 continued the strategic planning and execution with efforts focused on events curation management, social and
promotional engagement and monitoring, branded design and optimization the user and app store experience. The prime goal remains curation and
editing, supporting the flow of events from promoters and planners to the SLO City community.
MEDIA / ADVERTISING
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
• Number of App Downloads: 113 (+25 / -22%)
• Number of Users: 1,841 (+150/ +9%)
• Number of App Sessions: 3,306 (+263/ +8%)
• Number of Submission Users: 112 (+2 / +2%)
• Number of Submission Sessions: 234 (-6 / -3%)
• Number of SLO Happening Splash Page clicks: 22,616 (+60 / +0.26%)
• Number of Add Event Page clicks: 245 (-40/ +16%)
• Number of Events Entered / Edited / Posted: 130
• Contest / Emails / Survey Entries n/a
Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Budget
Engagement / Awareness / Clicks to Website 3,443 6,505 1,652 25.39% $100
SOCIAL CHANNELS
SOLVE manages, designs, curates and posts upcoming events, promotions and local information, executed branded design, timeline and
digital app contests, connect and engage with the community users and event planners, optimize the media campaigns and deliver
provide quick response monitoring -- incrementally growing all digital channels and user data.
FACEBOOK February 2018 March 2018 +/-
Likes 22,029 21,998 -31
Followers 21,716 21,694 -22
Video Views 4,730 4,400 -330
TWITTER February 2018 March 2018 +/-
Tweets 1,564 1597 +33
Followers 2,821 2817 -4
Following 2,898 2914 +16
INSTAGRAM February 2018 March 2018 +/-
Posts 278 288 +10
Followers 3,750 3,779 +29
Following 2,539 2,811 +272
YOUTUBE February 2018 March 2018 +/-
Views 69 80 +11
TOT Comparison
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-2016-17 2017-18 Change +/-
July 508,195$ 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$ 501,883$ 14.1%61.7 69 11.9 128.66 134.06 4.2 79.35 92.5 16.6
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$ 4,854,909$ 71.55 70.13 143.40 144.34 104.02 102.57
7,294,000$
*3/7 - Jan. TOT missing 1 & Homestay missing 3
*4/5 - Feb. Homestay missing 5
Occupancy ADR RevPAR
Figures from Smith Travel Research report
*3/7 - Dec. Homestay missing 1
*3/7 - Nov. Homestay missing 2
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 14, 2018 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, March 14, 2018
Tourism Business Improvement District Board
CALL TO ORDER
A Meeting of the Tourism Business Improvement District Board was called to order on
Wednesday, March 14, 2018 at 10:14 a.m. in the Embassy Suites, located at 333 Madonna Road,
San Luis Obispo, California, by Chair Wilkins.
ROLL CALL
Present: Board Members Clint Pearce, Pragna Patel-Mueller, Bruce Skidmore, LeBren Young-
Harris, Vice Chair Nipool Patel, and Chair Matthew Wilkins
Absent: Board Member Kimberly Walker
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 PATEL-
MUELLER, CARRIED 6-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of Meeting on Wednesday, January 10, 2018
C2. Smith Travel Report, January and February Activities
C3. Chamber Public Relations Report, January and February Activities
C4. BCA + Matchfire Marketing Report, January and February Activities
C5. Chamber Guest Services Report, January and February Activities
C6. Transit Occupancy Tax (TOT) Report
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 14, 2018 Page 2
PRESENTATIONS
1. Funding the Future of SLO Presentation
Shelly Stanwyck, Parks and Recreation Director, presented the “Funding the Future of
SLO” initiative to inform the board on the process and to receive their feedback to
bring to City Council. A review of the City’s Major City Goals was presented, along
with funding concerns related to the closure of Diablo Canyon Nuclear Power Plant,
unfunded pension liabilities, and projected costs for future projects and ongoing
maintenance. Measure G funding was reviewed, with discussion on increasing
maintenance needs and its mechanism for funding new projects. Possible future funding
options presented were a Cannabis tax, sales tax increase, a general obligation bond,
and community facilities district fees. Feedback will be presented to City Council on
April 17, 2018, in order to be considered for a possible ballot measure on the upcoming
regular November Election ballot.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
2. Marketing Agency Monthly Report
Representatives from AMF Media Group + MatchFire reviewed their marketing
activities for January and February. It was noted the Rainy Day promotion has sold out.
Additional highlights included that their website metrics are outperforming industry
averages, that they have modified their Pandora outreach for improvement, and that the
Craft Beer Festival sold out with page views up 100% over last year. A review of email
marketing metrics and two new promotional videos was presented.
The Board discussed a desire to promote longer stays at any future Craft Beer events
given this event has sold out twice.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 14, 2018 Page 3
3. SLO Chamber of Commerce Monthly Report
Chamber of Commerce representative Molly Kern, Director of Communications and
Business Education, reviewed the public relations activities for January and February.
Highlights included: a piece in the Alaska Airlines “Beyond” magazine, coverage in the
blog Lush Palm, three pieces highlighting the TBID sponsored Rainy Day promotion in
Bay Are News publications, a new ranking as #17 Best Place to Live in the US,
coverage from 7x7 through a partnership with SLO CAL targeting the Bay Area, and
media hosting related to the SLO Film Festival.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
BUSINESS ITEMS
1. TBID Budget Update
Tourism Manager Cano reviewed the mid-year 2017-18 budget, 2016-17 fund balance
and presented the proposed budget process for the development of the 2018-19 budget.
It was noted that TBID funds are not impacted by the City budget through the Fiscal
Health Response plan work. Staff presented that the 2016-17 audited TBID fund
balance was reported at approximately $274,000 based on increase in revenues
collected and the incremental savings within the TBID program allocations that fiscal
year. Staff stated that those funds are available at the Board’s direction for one-time use
and can be allocated as needed. The Board also has approximately $29,000 in
unallocated budget for 2017-18.
The 2018-19 budget timeline was reviewed as follows:
- Contractors will present during the April meeting.
- The Management committee will review allocations during their May meeting and
make recommendations to the Board.
- TBID will make final decisions at the May meeting.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 14, 2018 Page 4
2. 2018-20 Marketing Plan – Approach & Research
Tourism Manager Cano introduced the proposal by AMF Media Group for market data
research, as an added component of the TBID 2018-20 Marketing Plan. The project has
previously been reviewed and recommended by the TBID Marketing committee. The
goal of the project is to incorporate research results on visitor desires/needs into
insights that will inform the development of the 2018-20 Marketing Plan.
The research objective is to better understand why (California) vacationers chose their
California travel destinations, including San Luis Obispo, and to determine if-and-why
the city of San Luis Obispo is losing market share to other destinations.
Agency representatives reviewed four potential study targets of the project as:
- Base Proposal: Conduct an online study of 800 adults within California, but outside
San Luis Obispo County.
- Element 1: Add an additional study group of 400 from Denver and Seattle.
- Element 2: Conduct an intercept survey consisting of 200 people in three locations
within the County.
- Element 3: Email data base – 20,000 targeted “persona” and “lifestyle.”
The total cost for the research project is $58,800 and staff recommended that funding
for this research could come from the available 2016-17 fund balance. Responding to
Board questions, AMF representative Cox noted that the collected data findings should
be valid for up to four years and that the data will be collected in May.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER
SKIDMORE, CARRIED 5-1 (PATEL-MUELLER - NO), to approve the AMF Media Group
data collection research proposal in the amount $58,800.
Staff confirmed with the Board the funding for this project would come from the 2016-17 fund
balance revenue.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 14, 2018 Page 5
3. Visit SLO CAL Research CO-OP
The Board discussed a co-op participation in the Tourism Economic Impact and Visitor
Volume Analysis reports with Visit SLO CAL and how it uniquely differs from the
market data research project proposed by AMF Media Group. The pricing for this co-
op is based on the number of destination participants and ranges from $5,000-$6,000
for the Economic Impact study and $3,500-$4,500 for the Visitor Volume study.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER
SKIDMORE, CARRIED 6-0, to approve participation in the Economic Impact study and the
Visitor Volume study as a Visit SLO CAL co-op.
Staff confirmed with the Board that the funding for this co-op project would come from the
remaining SLO CAL co-op allocation within the Market Agency budget.
4. Election of Chair and Vice Chair
Tourism Manager Cano reviewed the bylaws for election of Chair and Vice-Chair for
the term of April 2018 to March 2019, noting that Chair Wilkins is not eligible for
another term as Chair.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PEARCE, SECOND BY BOARD MEMBER
PATEL-MUELLER, CARRIED 6-0, to elect Board Member Skidmore as Chair.
Per the TBID bylaws, Board Member Wilkins becomes the Vice Chair.
TBID LIAISON REPORTS &COMMUNICATIONS
1. Hotelier Update
Tourism Manager Cano reported that the Monterey Street property “La Quinta” owned
by Andrew Firestone is expected to be open by this summer. Board Member Skidmore
reported the Holiday Inn Express is going independent. Chamber of Commerce
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 14, 2018 Page 6
representative Molly Kern, requested that liaisons let them know updates so they may
have the information for the public.
2. Management Committee Update
Tourism Manger Cano reviewed the Management committee discussion on an annual
retreat, noting that the decision was not to hold a retreat.
3. Marketing Committee Update
Tourism Manager Cano reviewed discussion on the Visit SLO CAL co-op, and noted
that the committee approved Horizon advertorial insert into Wall Street journal with
funds from the Advertising budget.
4. Promotional Coordinating Committee (PCC) Update
Chair Wilkins and Tourism Manager Cano reported on work done on the PCC Strategic
Plan update which has a goal of refining the focus of the committee. It was also noted
that there were seven applicants for two open seats on the committee in the recently
concluded recruitment.
5. Visit SLO CAL Update
Board Member Pearce reviewed the destination development plan.
Tourism Manager Cano noted that a new Communications Director is starting in April
and they are in the final process of recruitment for a Destination Development Director.
6. Tourism Program Update
Tourism Manager Cano reviewed and reported on the following:
- GIA applications close on March 16th
- Trade show participation: The VR glasses experience was a success at the San
Diego show. The next show to be attended will be in Denver the week of 03/19/18.
- Taste of Washington, part of “SAVOR on the Road” is scheduled for 03/22-23.
- IPW tradeshow, May 19-24 in Denver
- CCTC meeting, April 18-20 in Solvang
- SLO Discovery Weekend: Approximately 60 parents participated in the first session
held in February. It was well received, and improvement opportunities were noted
for inclusion during the upcoming session, May 11-13.
- The Rainy Day promotion sold out approximately one month faster than last year,
and that almost 1800 room nights have already been reserved. It was noted that a
“strong response” has been received from the Seattle WA area.
- The Advisory Bodies will be recognized at the upcoming March 20th City Council
meeting. New member appointments will follow.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of March 14, 2018 Page 7
ADJOURNMENT
The meeting was adjourned at 12:11 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, April 11, 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