HomeMy WebLinkAbout05-09-2018 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, May 9, 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 Zoya Dixon
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 April 11, 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. SLO CHAMBER OF COMMERCE MONTHLY UPDATE 10 mins
Representatives from the SLO Chamber will present the report for the public relations activities that
occurred over the past month.
BUSINESS ITEMS
1. SHOWCASE OF THE CITIES 15 mins
The committee will receive a presentation from the Showcase of the Cities taskforce selected artist and
approve the selection of that artist for the project.
2. 2018-19 SLO HAPPENINGS PROGRAM PROPOSALS 30 mins
At the request of the PCC, Matchfire will present the proposal for the merging of SLO Happenings into
ShareSLO including the development of a calendar of events for sanluisobispovacations.com in
partnership with the Tourism Business Improvement District (TBID).
3. CONTRACTOR & PARTNERSHIP FUNDING RECOMMENDATIONS 10 mins
The Committee will review and approve the 2018-19 partnership agreements with SLO Chamber of
Commerce.
4. 2018-19 BUDGET ALLOCATIONS 15 mins
The committee will establish the final recommended budget allocations for the 2018-19 Community
Promotions budget.
5. 2018-19 GRANTS-IN-AID – PRELIMINARY RECOMMENDATION 20 mins
The Grants-in-Aid Subcommittee will present the preliminary 2018-19 funding recommendations. Based
on those findings, the committee will form the recommendation to the City Council. This recommendation
will be presented to the applicants in a special meeting of the PCC on May 16, 2018 at 5:30 pm.
6. 2018-19 ANNUAL EVENT PROMOTION APPLICATION 5 mins
The committee will approve the 2018-19 Annual Event Promotion Application and timeline and direct
staff to release the application.
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 April 11, 2018
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on May 4, 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 April 11, 2018 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, April 11, 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, April 11, 2018 at 5:32 p.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Vice Chair Levi.
ROLL CALL
Present: Committee Members Diana Cozzi, Matthew Wilkins, Melissa Godsey, Dana Matteson,
John Thomas, and Vice Chair Daniel Levi
Absent: Chair Zoya Dixon
Staff: Tourism Manager Molly Cano and Recording Secretary Kevin Christian.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None
OATH OF OFFICE
Oath of office administered to new committee members Melissa Godsey and Dana Matteson.
CONSENT AGENDA
ACTION: MOTION BY COMMITTEE MEMBER WILKENS, SECOND BY COMMITTEE
MEMBER COZZI, CARRIED (6-0) to approve the Consent Agenda items C1 to C7.
C.1 Minutes of the Meeting on March 14, 2018
C.2 2017-18 Community Promotions Budget Report
C.3 Public Relations Report, March Activity
C.4 Grants-in-Aid (GIA) Support Report, March Activity
C.5 Visitors Center Report, March Activity
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 2
C.6 SLO Happenings Promotions Report, March Activity
C.7 Transit Occupancy Tax (TOT) Report
PRESENTATIONS
1. San Luis Obispo Museum of Art (SLOMA) Update
Jeff Al-Mashat, SLOMA Capital Campaign Director, presented an update on their
current fund raising status, their vision of community partnerships, relationships with
local business, museum infrastructure and staffing, and envisioned future funding
sources and programs were presented.
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 Dusty Colyer-Worth, Visitor Center Manager
reviewed the business activity and public relations activities from the past quarter. It
was noted that recent weather disaster impacts to areas close to San Luis Obispo in turn
impacted local tourism. It was also noted that the Rainy-Day promotion sold out
quickly. Molly Kern, Director of Communications and Business Education reviewed
the Chamber contract for marketing support, including their support on the PCC Grants
in Aid program. The review of their public relations efforts included outreach with
Thrillist and the SLO Film Festival. It was reported that “wellness” and “happiness”
continue to be strong keyword trends in referencing San Luis Obispo in both online and
traditional print news. A review of marketing efforts to promote San Luis Obispo in the
Seattle market was also presented.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 3
3. SLO Happenings Programs Quarterly Promotions Report
Representatives from Solve presented their quarterly promotions activity report for the
SLO Happenings program, highlighting an increase in video views. A review of the
program services was presented, including ticket giveaways, app store optimization, an
app tips and tricks document that was delivered to GIA applicants, and program
metrics.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
BUSINESS ITEMS
1. San Luis Obispo Chamber of Commerce Partnership Consideration
Molly Kern, Director of Communications and Business Education reviewed their 2018-
19 partnership proposals for Grant In Aid Support and City Tear Off Maps. A review of
the map program and the marketing services offered to Grants in Aid recipients was
presented.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 4
2. SLO Happenings Program Discussion
(Committee Member Cozzi left at 7:05 during discussion of this item.)
Tourism Manager Cano reviewed the program history, challenges, and potential options
for the evolution of the SLO Happenings program. Options presented were:
1) Social media only. This would include possible expansion of social medial
platforms currently being utilized.
2) Reposition the program as a campaign within ShareSLO, the TBID funded website
platform.
The committee discussed the pros and cons of the two proposed options and staff
responded to questions for how funding might be allocated for either option.
Public Comments:
None.
---End of Public Comments---
By consensus, the committee directed staff to solicit proposals on the two discussed
options with agencies of record, with the following expressed criteria:
- Preference to move forward on a path that doesn’t continue to go up in cost.
- Include a physical way for the community to input their events.
- Maintain the SLO Happenings identity.
- Continue to maintain a San Luis Obispo City community events focus.
3. 2018-19 Event Promotion Funding Discussion
Tourism Manager Cano reviewed the history of the event promotion partnership
between the PCC and the Tourism Business Improvement District (TBID), along with
the funding calendar.
The committee discussed the differences between the Grants in Aid (GIA) event
promotion program for local non-profits, and special event promotion for events that
fall outside of the GIA guidelines.
Public Comments:
None.
---End of Public Comments---
By consensus, the committee gave direction to staff to continue the programs “as is” for
one final year. Following, they would prefer that events would only be eligible for
funding from a single program budget.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 5
4. 2018-19 Community Promotions Budget
Tourism Manager Cano presented the anticipated 2018-19 program budget.
The committee discussed the various line items considering presentation from vendors
in Business Items 1 and 2, and developed the following preliminary budget:
2018-19
Expenditure
Grants-in-Aid Program $ 100,000
Grants-in-Aid Support $ 30,000
Strategic Initiatives $ 40,000
SLO Happenings Program
(Marketing/Support) $ 30,000
General Contract Services/ New Project $ 6,400
Visitors Center $ 112,600
PR Contract $ 34,000
Downtown Maps $ 9,000
Support Cost $ 5,000
Administration (.25 FTE) $ 36,386
Subtotal Amount $ 403,386
Funds Remaining $ -
Total $ 403,386
Public Comments:
None.
---End of Public Comments---
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 11, 2018 Page 6
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants In Aid (GIA) Update
No reports at this time.
2. TBID Board Report
Committee Member and TBID Board member Wilkins reviewed the funding approval
for a tourism survey.
3. Tourism Program Update
- Tourism Manager Cano and reported that the City Showcase window project for the
mid-state Fair has been advertised for artists, noted that the TBID VR experience
was well received during recent tradeshow participation, reported that the Cal Poly
related “SLO Discovery Weekend”, May 12-13, has had slow ticket sales, and
reviewed upcoming meeting dates.
ADJOURNMENT
The meeting was adjourned at 8:25 p.m. The next regular meeting of the Promotional
Coordinating Committee is scheduled for Wednesday, May 9, 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 5/4/2018
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$ Chamber of Commerce
Event Promotion Funding 40,000$ 39,500$ 500$ City Administration
SLO Happenings Program - Technology 8,000$ 7,000$ GFL
SLO Happenings Program - Promotion 30,000$ 23,671$ Solve
General Contract Services 5,649$ 5,550$ 99$
Visitors Center 112,600$ 84,447$ Chamber of Commerce
PR Contract 34,000$ 25,497$ Chamber of Commerce
Downtown Maps 8,750$ Chamber of Commerce
Support Cost 5,000$ 4,331$ 669$ City Administration
Strategic Plan Update 2,500$ 2,500$ Regenerate Group - Encumbered from ED
Administration 32,689$ 32,689$ -$ City Administration
Total 404,688$ 346,182$ 1,268$
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2018
Media/Community Relations
1. Began planning press trips for Seattle based bloggers All things Kate and Style-ish.
2. Pitched the following to Visit California for inclusion in their media relations round up:
a. Best California Ice Cream:
i. Doc Burstein’s
b. California Makers
i. Naomi Howard
ii. Kendra Aaronson
3. Continued to work with Mindbody on promotional partnership opportunities that
showcase San Luis Obispo as a health and wellness destination.
4. Met with Freelancer Cheryl Crabtree to discuss new attractions and story angles for
San Luis Obispo.
5. Submitted city supported events consideration in Santa Barbara/Central Coast
Seasons.
6. Continued working with Visit Berkley and Discover Clairmont for a Spring “Beyond the
Campus” FAM tour.
7. Pitched the Embassy Suites renovation to USA Today for their round up of recent hotel
renovations.
8. Updated the description of San Luis Obispo for Visit SLO CAL’s film commission
newsletter.
9. Shared information on all of the pet friendly hotels in San Luis Obispo with the CCTC for
their ‘Pet Friendly Central Coast’ call for content.
10. Worked with Visit CA and Visit SLO Cal to coordinate hosting for an Australian media
visit in May.
11. Worked with the San Francisco Chronicle on an upcoming article about what’s new in
San Luis Obispo.
12. Suggested restaurants, things to do and ways to promote San Luis Obispo to Visit SLO
CAL for their upcoming FAM tour.
13. Continued to work with the city, AMF and Matchfire on overall tourism marketing
campaign.
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2018
Media Placements
Destination highlight
1. San Luis Obispo County California Travel Guide
Food blogger (a Taste of Koko) and
Instagram Influencer Jane Ko writes
about her time in SLO County and
the food she loved in the city. We
worked closely with Visit SLO Cal to
coordinate the San Luis Obispo
portion of her hosted trip.
Unique Visitors Per Month: 80,000
(self-reported)
2. 5 Places in SLO to Take Your Family
Her Campus article talks about where to take your family if they come visit you (a Cal
Poly Student) in SLO. Suggestions included Downtown SLO, farmers markets and
hiking.
Unique Visitors Per Month: 1,490,000
3. 10 Funkiest Motels for Families
Lara Dunning, a Seattle-based
freelancer, writes about Madonna Inn
for her Family Vacation Critic article
about hotels as attractions for families.
25,227 Facebook followers
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2018
4. San Luis Obispo, California is a
Perfect Destination for Couples to
Enjoy Hiking, Theater, and Wineries
DatingAdvice.com article lauds San
Luis Obispo as the perfect romantic
destination. “Some travel destinations
are known for the outdoors, food, and
drink scene. Others are known for their
arts and culture. But few cities offer
travelers a taste of all of the above.
San Luis Obispo, California, is one of
those rare places…”
Unique Visitors Per Month: 541,000
(self-reported)
5. Top 25 Record Stores In Canada &
The U.S.
Yelp includes Boo Boo Records in their
round up of the top 25 record stores in
Canada and the US saying
“Independent record stores remain
musical meccas and gathering spaces
for the true music fans, many who are
on lifelong scavenger hunts for specific
vinyl treasures.”
Unique Visitors Per Month: 31,000
6. SLO county recognized as one of the
world’s 10 best wine regions
Santa Barbara Seasons covers SLO
Wine Country’s designation as one of
the top 10 wine destinations in the world
by Wine Enthusiast Magazine.
Unique Visitors Per Month: 13,000
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2018
7. Golden State Grub: The Best Things
to Eat in California
Food Network includes a stop in SLO
for Firestone tri-tip in their annual round
up of best things to eat in California.
Unique Visitors Per Month: 26,240,000
8. California Road Trip Itinerary Part 1
(LA To San Luis Obispo)
Vancouver based blogger To Vogue or
Bust takes readers along for the ride on
the first leg of her CA road trip saying
“SLO just had a very cool vibe, very
relaxed with tons of great food and
shopping, beautiful homes, etc.”
Unique Visitors Per Month: 9,972
Getting here
9. Amtrak Pacific Surfliner Offers Spring
Savings for Train Travel to Top
Coastal Destinations
113 outlets including Travel Pulse
cover Pacific Surfliner deal to Ventura,
Santa Barbara and SLO.
Combined Unique Visitors Per Month:
53,990,000
10. CA: SLO Airport Adds Another Flight to Denver -- and Bigger Planes
AviationPros includes the addition of a flight and increased capacity in their California
news section.
Unique Visitors Per Month: 149,000
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2018
11. The Most Scenic Motorbike Rides
Around the World
Urban Daddy article included a drive
down the Pacific Coast Highway saying,
“From Santa Cruz’s Monterey Bay to San
Luis Obispo’s art galleries to Santa
Barbara that is the “American Riviera,”
there’s something for everyone.”
Unique Visitors Per Month: 321,000
History
12. Roadside motels unsung heroes of
road trips
The Chronicle Herald talks about the
history of American road trips and the
advent of the motel including the story of
the first motel which was located in SLO.
Unique Visitors Per Month: 396,000
Events
13. SLO Film Festival
MovieMaker Magazine highlights the
SLO Film Fest as one of the best value
festivals for film makers to submit their
work citing the great care that is taken of
attendees and film makers as well as
the high rate of alumni submissions. The
Tribune covers high attendance and the
event from an attendee perspective.
Combined Unique
Visitors Per Month: 1,700,000
Grants- in-Aid Marketing Support April 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 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 X
San Luis Obispo Soccer Club SLO Summer Classic - Girls Edition X
San Luis Obispo Soccer Club SLO Junior's Classic X
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 X
The Monday Clubhouse Conservancy Becoming Julia Morgan X X X X
United Way & Rotaract Flavors of SLO 2018 X X X X
Black is current month, gray is past work
21 Total; 21 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
April 2018
Visitor Interaction
April
2017
March
2018
April
2018
Walk-ins 6,625 6,037 6,459
Farmers’ Market* 750 n/a 750
Phone calls 387 506 506
Emails 455 463 463
*estimate without people counter
Visitor Center Highlights
• Set up Farmers’ Market booth for Cal Poly Open House kick-off.
• Promoted San Luis Obispo on Cal Poly campus at the Open House resource fair .
• Enjoyed helping every single guest that came through our doors.
Demographic Snapshot
International travelers 612
Asia 0%
Africa 0%
Europe 34%
Australia/New Zealand 19%
United Kingdom 27%
North America 20%
South America 0%
Domestic travelers
(outside of CA.)
733
West 10%
West Coast 30%
East Coast 23%
Southw est 13%
Midw est 20%
South 4%
California travelers 1,920
Northern CA 28%
Southern CA 30%
Central Coast 39%
Central Valley 2%
Desert 1%
Calendar of Events
April
2018
May
2018
Events in calendar 328 191
SLO HAPPENINGS MARKETING - MONTHLY REPORT
REPORT PERIOD: September 1 – 30, 2017
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 Q1 efforts continue to be centered on improving the user experience and keeping the flow of events coming in from
promoters. Our efforts are now focusing more towards outreach and editing as we are not finding the goal of 200 new events a month to be a
sustainable one, this also includes edits and outreach efforts. We will regularly remind people to download/use the app. The social community
engagement connects an additional information portal to those who are not yet aware of the app, for updates, and for those who simply rely on
Facebook for their social interactions. Ads are paused for Q1.
MEDIA / ADVERTISING
APP, CLICKS & CURATION PERFORMANCE – [ MO / MO (+/-) ]
• Number of App Downloads: 1,932 (+1,798 /+1,342%)
• Number of Users: 1,889 (+19 / +1.2%)
• Number of App Sessions: 3,381 (+90 / +2.7%)
• Number of Submission Users: 96 (-10 / -9.43%)
• Number of Submission Sessions: 230 (-23/ -9.09%)
• Number of SLO Happening Splash Page clicks: 23,816 (+1547 / +6.95%)
• Number of Add Event Page clicks: 223 (+0 / +.0%)
• Number of Events Entered / Edited / Posted: 184
• Contest / Emails / Survey Entries n/a
Facebook / Instagram Ads People Reached Impressions Actions Taken CTR Spend
Engagement / Awareness / Clicks to Website (Ads paused Q-1) - - - - -
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 August 2017 September 2017 +/-
Likes 22,123 22,113 -100
Followers 21,707 21,780 +73
Video Views 3,910 1,958 -1,952
TWITTER August 2017 September 2017 +/-
Tweets 1,471 1,486 +15
Following 2,782 2,822 +40
Followers 2,698 2,761 +63
INSTAGRAM August 2017 September 2017 +/-
Posts 220 229 +9
Followers 3,568 3,586 +18
Following 2,181 2,244 +63
TOT Comparison2009‐10 2010‐11 2011‐12 2012‐13 2013‐14 2014‐15 2015‐16 2016‐17 2017‐18Change +/‐2016‐17 2017‐18 Change +/‐ 2016‐172017‐18Change +/‐ 2016‐172017‐18Change +/‐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 ‐0.1August 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 ‐5.7September 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 4.4October 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 ‐3.0November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 4.4% 66.3 66 ‐0.6 133.3 135.92 1.9 88.61 89.66 1.4December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ 10.3% 58.9 61.5 4.4 123.58 129.11 4.5 72.52 79.39 9.1January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,461$ 4.8%56.3 58 3.1 115.68 118.75 2.7 65.09 68.89 5.8February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ 14.3%61.7 69 11.9 128.66 134.06 4.2 79.35 92.5 16.6March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 571,401$ 4.0%69.2 68.5 ‐0.09 131.26 139.88 6.6 90.79 95.85 5.6April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 80.4 149.96 120.56May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 72 147.7 106.33June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 79 164.33 129.9Total/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$ 5,429,044$ 71.5669.94143.51143.85104.09101.837,294,000$ Jan. - TOT missing 1 & Homestay missing 1Feb. - Homestay missing 3March - TOT missing 1 & Homestay missing 12*5/4 Occupancy ADR RevPARFigures from Smith Travel Research report
COME FLY WITH ME over San Luis Obispo
SUMMER2018
Hello! I own Bluebird Salon (10 years strong in downtown this year!) and was asked to enter your Call-for-Artists for the Mid State Fair. I have always enjoyed creating amazing displays for my salon each holiday and would love to have the opportunity to create a display that represents the spirit and vibrancy of San Luis Obispo at the Mid State Fair.
My concept for the display is simple: showcase the many locations in San My concept for the display is simple: showcase the many locations in San Luis Obispo that are bright with community and culture by doing a ‘fly-over’ in hot air balloons. The backdrop for the display will be our beautiful mountains, Cerro San Luis and Bishop’s Peak. The foreground will be an array of 3-D hot air balloons, each one representing an iconic SLO locale: Madonna Inn, Mission Plaza, The Fremont Theater, Farmer’s Market on Higuera, and Bubble Gum Alley, to name a few.
Balloons will be lit internall Balloons will be lit internally, with the scenes being cast in silhouettes on the surface of the balloons. While we may not see many hot air balloons in SLO proper, I think they are an excellent embodiment of the spirit of ‘The Happiest City in America.’ (Thanks Oprah!)
I love SLO and would consider it an honor to be chosen!
All happiness,
Ariel Shannon
Ariel Shannon
ariel@bluebirdsalon.com
805.215.6246
742 Marsh St.
SLO, CA 93401
GIANT SNOWFLAKEORNAMENTS
2015
Giant ornaments were constructed from cardboard, duct tape, metal screws and bolts, and roof flashing. The structure was painted in layers with snowflake stencils and distressed with sandpaper. Finally they were hung and suspended in our windows (which turned out to be no easy feat). The floor was dusted in ‘snow’ and the window was painted with a giant snowflasnowflake in acrylic paint for depth.
GINGERBREADHOLIDAY
2016
The goal of this display was to create a visual treat that looked good enough to eat for passerbys young and young-at-heart. I built the structures from custom wooden frames, covered them in carboard that was textured with wall spray and dusted with flour for a dusted with flour for a realistic gingerbread look. They were then ‘frosted’ with wall spackle, piped from piping bags, and lit up internally.
WINTERWONDERLAND
2017
An entire pallette of foam board was cut into intricate shapes to create this winter wonderland. The original design was created in illustrator and then projected on to the foam board and traced. Every shape was cut by hand with a heated exacto knife. The windows were then taped off on the inside to create a frame shape and the negative space was sprayed with spray snow. Snow flurry details we Snow flurry details were painted in acrylic on the outside. Scene pieces were attached to 2 x 4s on the bottom and strung up with fishing line to the ceiling.
COME FLY WITH ME over San Luis Obispo
BUDGET Artist Design and Labor: $2500
Additional Labor: $500
Materials: $1200
Transportation: $100
Installation: $500
Dismantling:$200
TTotal Budget $5000
Ariel Shannon
ariel@bluebirdsalon.com
805.215.6246
742 Marsh St.
SLO, CA 93401
Causemedia Group, LLC, dba Matchfire
1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150
SLO TBID | EVENTS CALENDAR PROPOSAL
May 2, 2018
Summary
Currently, the events calendar on SanLuisObispoVacations.com is powered by the SLO Happenings CMS.
Community members can upload their events to the CMS and through an API, it is imported into our
Wordpress CMS. Events are held in our Wordpress CMS for moderation, reviewed and then published.
The SLO Happenings CMS and accompanying app is managed by the Promotional Coordinating
Committee (PCC). The PCC has decided to phase out the SLO Happenings Ap p, and the agency managing
the events calendar will be stepping away from the project July 1, 2018.
This, in effect, has created two problems –
1. TBID needs a solution to power events on SanLuisObispoVacations.com
2. PCC needs a strategy for phasing out the SLO Happenings app, and for “Phase 2” of SLO
Happenings as a brand/campaign
Solution
Events Calendar
The phase out of SLO Happenings gives us an opportunity to rebuild the TBID events calendar and
achieve several things:
• Create THE events calendar for San Luis Obispo
• Enhance our website user experience and visitor experience
• Continue to allow community members, organizations, etc. to enter their event
• Enhance relationships with organizations and venues who offer events in SLO
Technical Solution
The TBID events calendar is currently populated by the SLO Happenings event calendar, powered by a
hosted API (software as a service). The current, hosted API requires multiple technical “hacks” and
manual adjustments needed to accurately populate the SanLuisObispoVacations.com calendar.
Additionally, the API doesn’t handle recurring or multi -day events, well, nor does it allow for multiple
tags or related events. Due to these restrictions, we’ve currently turned off automation of the API and
switched to a manual approval process – this is not sustainable nor our preferred approach.
Our recommendation is to switch from a hosted API, to a third -party module, Event On:
http://www.myeventon.com/.
This third-party WordPress module includes all the features and functionality needed for our site.
Additionally, we would have access to the code to extend it as needed, but Event On maintains the code,
providing updates as needed.
Causemedia Group, LLC, dba Matchfire
1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150
Why we like it:
• Widely supported and widely used full event management system
• Many front-end features for users to customize their searching and display of events (Calendar,
List, This Week, Filters, etc.)
• Handles many variations of event timeframes
• Extensive library of add ons available to extend functionality
o User permissions to allow for certain users to submit their events without moderation
o Photo galleries for events
o Add to calendar functionality
• Is software we install, not a software as a service, so we can extend and r ework ourselves
• JSON API can allow for quickly extending and syndicating into other partner sites or apps
• CSV Import can allow for easy bulk import of events when appropriate
• Events have multiple options with Photos, Maps, Directions, Organizer Feature, Ca lendar
Integrations, Social Sharing
• Allows for user submitted events with moderation
The new calendar would integrate into SanLuisObispoVacations.com as follows:
• Style all the various views to match the overall look and feel of the current site
• Import all current events into new event architecture
• Extend current filtering and relating of events
• Add in related event modules in blog articles and pages
• Provide multiple ways to view matching events (List, Calendar, Tiles)
• Extend over time using API or modifying code directly to support email integrations, custom
APIs, etc.
Promotion of New Calendar
• Paid –
o Facebook + Instagram Boosted Posts –
▪ Promote a weekly What’s Happening in SLO post – promote regionally, features
SLO City specific events/happenings.
o SEM – Excluded from cost; would be included in TBID paid media plan for FY 18 -20.
▪ Purchase exact match keywords for SLO Happenings; keep location targeting
narrow and include those “interested in your location” to capture visitors.
▪ Purchase “local events” keywords; targeted to SLO County specifically (PCC).
• Community outreach –
o Tourism Coordinator to setup informational/training session with local organizations to
show them how to use the new calendar and become a “power users.” Foster better,
more collaborative relationships with organizations hosting multiple events throughout
the year:
▪ PAC SLO
▪ SLO Repertory Theatre
Causemedia Group, LLC, dba Matchfire
1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150
▪ SLO Museum of Art
▪ Children’s Museum
▪ Cal Poly
▪ Chamber
o Tourism Coordinator to work with above organizations to create content for the
ShareSLO blog, on ongoing basis. Enables events to create awareness about their event
and generates content for ShareSLO for a variety of authors.
o Tourism Coordinator will also add events to the calendar weekly, sourcing from various
local calendars.
o Matchfire will continue to dedicate 0.5-1 hour weekly, managing the event calendar.
SLO Happenings App + Brand
Part of the TBID’s original Strategic Clarity Plan was fixing the “SLO Brand Log Jam.” The phase out of the
SLO Happenings App is the perfect time to consolidate the SLO Happenings Brand with ShareSLO and
eliminate some of the brand confusion. This also gives us an opportunity to incorporate SLO Happenings
content into the ShareSLO.
This will be done by –
• Directing SLO Happenings fans to like/follow ShareSLO – July 1 – 31
o Organic posts
• Publishing “Sorry this page has closed!” post – August 1 – 30
o Redirect SLOHappenings.com to SanLuisObispoVacations.com
o Redirect SLOCity.org mentions of SLO Happenings to new calendar on
SanLuisObispoVacations.com
o Attempt to merge Facebook Pages
• Phase out of app – July 1 – 31
o Notify install base
o Remove from App Store
• Unpublishing social channels on August 1
• Incorporate SLO Happenings Content in ShareSLO – There is an organic affinity between the two
brands that lends itself to easily incorporating SLO Happenings Content into ShareSLO. We
propose making “SLO Happenings” an ongoing campaign with weekly content features, as noted
below. This not only maintains the SLO Happenings identity, but boosts the potential reach and
engagement of ShareSLO content:
o Weekly “What’s Happening This Weekend in SLO” Instagram Story featuring events and
happenings.
o Ticket Tuesday giveaway on Instagram – Managed by Tourism Coordinator and
Matchfire. Tickets for events will be sourced and distributed by Tourism Coordinator.
o Promoted post of Weekly What’s Happening in SLO (City specific events) (promoted
regional).
o “What’s Happening in SLO” events monthly email
Causemedia Group, LLC, dba Matchfire
1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150
o Monthly reminder to community to upload events via social media (and sec tion of
above email).
Sunset the App
The phase out of the SLO Happenings App should begin June 1 with a notification to existing install base
that as of July 1 the app will no longer be available. Direct them to SanLuisObispoVacations.com for
event listings. Remove the app from the App Store on July 1.
Cost + Timeline
We’re requesting that this initiative be jointly funded by the SLO TBID and the PCC, as follows –
Cost Fee Schedule
TBID Design + Development of
Events Calendar
$20,000 One-time, due upon signing
(FY 17-18)
Outreach, Content Strategy
+ Setup*
$20,000
One-time, due upon signing
(FY 17-18)
License Fee
(hard cost)
$1,000/annually Annual, 1 website
(FY 17-18)
PCC Phase out of SLO
Happenings App + Social
Channels
$2,500 One-time, due upon signing
(FY 18-19)
Weekly What’s Happening
in SLO Post + Promotion of
Post + Monthly One-Sheet
Report
$1,200/monthly Billed quarterly
(FY 18-19)
Paid Media Spend
(hard cost)
$200/monthly Billed quarterly
(FY 18-19)
Causemedia Group, LLC, dba Matchfire
1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150
*Includes:
• Training Tourism Coordinator on new calendar
• Assisting with strategy for community outreach and developing accompanying outreach
materials
• Coordinating + posting + monitoring Ticket Tuesday content
• Design + development + content of new monthly OR weekly events email
April 2018
1
Proposal to the City of San Luis Obispo
Promotional Coordinating Committee
April 2018
Promotional Services
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Promotional Coordinating Committee to enhance and enrich the
resident and visitor experience in San Luis Obispo, create a central hub of community and visitor
information, and promote the region to potential visitors.
Expertise: The San Luis Obispo Chamber of Commerce looks forward to building on our existing
strengths including a successful track record of promoting San Luis Obispo, strong relationships
throughout the community as well as extensive experience providing public relations and visitor
services.
Looking forward: For more than 40 years, the Chamber has worked with the City of San Luis
Obispo’s Promotional Coordinating Committee to create new programs and utilize existing
Chamber assets to improve the quality of life and economic vitality of the community we live in;
we continue to seek new opportunities to deepen our partnership and further the
understanding of San Luis Obispo as an exceptional place to live and visit.
April 2018
2
Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
Proposals 5
Summary 5
April 2018
3
Qualifications
The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of
strengths to assist the Promotional Coordinating Committee in fulfilling its mission and strategic
direction.
• Direct relationships with more than 1,370 local businesses that represent more than
33,400 employees throughout the county. These long-term relationships allow us to
work cohesively with local businesses to execute promotions, projects and media visits.
• Constant interaction with visitors in our downtown Visitor Center. More than 80,000
visitors will be personally greeted and assisted in 2017 and we engage with thousands
more over the phone and digitally. The center, which is open seven days a week, is
staffed by visitor information professionals who are trained to answer questions and
accommodate requests of locals, visitors and travel writers.
• Productive relationships with the media, rooted in our 40+ years of work in San Luis
Obispo public relations. We are the go-to resource for travel writers due to the
strength of the “chamber of commerce” brand and the strong relationships we have
built through the years.
• We have a nimble, responsive PR team, which is well informed about what is happening
in the city and is able to capture the attention of as well as respond to journalists with
timely information, photography and contacts.
• Long-term strategic alliances with local organizations and events that attract visitors
and enhance the tourist experience, including Hearst Castle, SLO Wine Country, Cal Poly,
Festival Mozaic, the PAC and the SLO Film Festival.
• Access to a library of more than 50,000 current and historical images of San Luis Obispo
and the surrounding area. The award-winning images have appeared in publications
such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San
Francisco Chronicle and many more.
• The Chamber continues to stay on top of the trends in tourism promotions, working
with regional, statewide and national partners to identify and act on emerging trends
and best practices.
April 2018
4
Project Team
The SLO Chamber has an experienced, professional staff of 20 who work together to execute
projects with a track record of success. The key team members who will lead the proposed work
for the Promotional Coordinating Committee include:
Dusty Colyer-Worth
Visitor Center Manager
Dusty Colyer-Worth has been leading the Visitor Center and its team of eight
customer service professionals since February 2016. Dusty utilizes his
background in community relations, marketing, customer service and retail
management to lead the Chamber’s guest services efforts.
Molly Kern
Director of Communications and Business Education
Molly Kern has been with the Chamber in various roles since December 2012,
including leading the public relations efforts on behalf of the city for the last
Four years. In this role Molly works to share the “why” San Luis Obispo is a
wonderful place to vacation, live, work and generally enjoy life.
Keri Forsberg
Communications Coordinator
Joining the Chamber staff in 2015, Communications Coordinator Keri Forsberg
has a degree in Recreation, Parks and Tourism from Cal Poly and specializes in
connecting with Grants-In-Aid recipients to ensure the events have the
appropriate marketing support to flourish.
April 2018
5
San Luis Obispo City Maps
The tear-off, tableted city maps are the most utilized visitor resource in our Visitor Center as
well as throughout San Luis Obispo. Maps are distributed quarterly and on-demand to all San
Luis Obispo city hotels as well as hospitality partners including Amtrak, wineries and local
museums. The project will be updated and printed each spring and we are proposing an update
of the content for another print run of 150,000 to keep up with the current demand for
distribution of approximately 37,500 maps each quarter.
$9,000 for 150,000 maps with updates
GIA Marketing Support
Over the last eight years, the Chamber has provided event promotion and public relations
support to the PCC’s grants-in-aid recipients. This partnership has been aimed at driving
attendance and support by residents and visitors to events in the city. In the 2018-19 year, we
propose a continuation of this service as it serves the goal of supporting community events that
enhance San Luis Obispo in a way that direct funding can’t. Together, the marketing support and
funding provided by the PCC help the events succeed.
Elements of the contract include:
• Writing and distributing press releases to local, regional and national media outlets
• Promoting events through social media channels
• Including events in event calendars to local tourism-related businesses
• Including events in upcoming event releases to local media outlets
• Meeting in-person, or by phone with groups
• Offering to sell tickets through the Visitor Center (at no charge)
• Promoting events through the Visitor Center by display of event materials- brochures,
posters, etc.
• Distribution of the easy-to-use, monthly local events one-pager to local hospitality
partners that is consistent with the “look and feel” of the city’s messaging efforts
$30,000 a year
Summary
GIA Marketing Support $30,000
San Luis Obispo City Maps $9,000
Budget 2018 -19 2017-18 Budget 2018-19 Projected
Budget 404,688$ 403,386$
Carryover
Total Budget 404,688$ 403,386$
Expenditure
2017-18 2018-19 Notes
Expenditure
Grants-in-Aid Program 100,000$ 100,000$ Earmarked in March
Grants-in-Aid Support 28,000$ 30,000$
Strategic Initiatives 40,000$ 40,000$
SLO Happenings Program
(Marketing/Support)38,000$ 30,000$
General Contract Services/ New
Project 5,649$ 6,400$
Visitors Center 112,600$ 112,600$ 2 year agreement
PR Contract 34,000$ 34,000$ 2 year agreement
Downtown Maps 8,750$ 9,000$
Support Cost 5,000$ 5,000$
Administration (.25 FTE)32,689$ 36,386$
Subtotal Amount 404,688$ 403,386$
Funds Remaining -$ -$
Total 404,688$ 403,386$
Community Promotions Budget Worksheet
Organization Contact Name Event(s)Event Dates Special Meeting
2018-19
Request
2018-19 Funding
Recommendation Comments & Funding Requirements
1
ARTS Obispo, the San Luis Obispo
County Arts Council Leona Guidance Art After Dark
7/6/18, 8/3/18, 9/7/18,
10/5/18, 11/2/18,
1/4/19, 2/1/19, 3/1/19,
4/5/19, 5/3/19, 6/7/19 Yes $11,000.00 $5,500.00
GIA funding cannot cover any catering expenses. Funds can be
applied toward prioritized list but can not be focused on the Open
Studios Tour (countywide) promotion. Staff to works with Arts
Obispo to clarify requirements.
2
Cal Poly Corporation (on behalf of
Cal Poly Arts)
Denise Leader
Stoeber
Cal Poly Arts Broadway Series
(2018-2019)
10/25/18, 1/17/19,
2/14/19, 3/14/19,
4/10/19, 4/13/19 Yes $12,000.00 $6,000.00 Funding toward prioritized list
3
Central Coast Ag Network dba
Central Coast Grown Steven Marx
City Farm Annual Harvest Festival --
2018 7-Oct-18 Yes $6,800.00 $2,500.00
Funding toward item #2- no event coordinator expenses to be
covered, design contractor for media/pr could be included
4
Central Coast Autism Spectrum
Center Debra Balke Zombie Invasion SLO October 27, 2018 Yes $11,750.00 $2,250.00 Funding toward Facebook request
5 Central Coast Children's Choir Miller Newlon
Central Coast Children's Choir
Winter Concert December 8 & 9, 2018 Yes $2,850.00 $2,000.00 Funding toward prioritized list
6 Cuesta College Foundation Wayne Attoe 8th Annual CPAC Council Benefit
Sunday, September 16,
2018 Yes $5,000.00 $1,000.00 Funding toward prioritized list
7
Downtown SLO, Formerly San Luis
Obispo Downtown Association Rachel Maiorino 23rd Annual Concerts in the Plaza
6/8, 6/15,6/22,6/29,
7/6, 7/13, 7/20, 7/27,
8/3, 8/10, 8/17, 8/24,
8/31, 9/7, 9/14 Yes $8,411.00 $3,500.00 Funding toward prioritized list
8
Foundation for SLO County Public
Libraries
Denise Leader
Stoeber
Library Foundation Centennial Year
Festivities TBD Yes $12,000.00 $5,000.00 Funding toward prioritized list
9
Foundation for the Performing
Arts Center Erika Neel Family Day at the PAC April 2019- TBD Yes $7,500.00 $3,500.00
web collateral & design and social campaign only; submit proof of
payment for services related to design; social campaign
10 History Revisited Rick Smith Central Coast Renaissance Festival July 21 & 22, 2018 Yes $8,340.00 $4,500.00 Funding toward prioritized list
11 JCC-Federation of San Luis Obispo Lauren Bandari Apples and Honey Festival 16-Sep-18 Yes $4,800.00 $2,400.00 Funding toward prioritized list
12 Opera San Luis Obispo Sharon Dobson
The Magic Flute: A Citywide Arts
Collaboration October 13 and 14, 2018 Yes $12,000.00 $3,050.00 Funding toward prioritized list
13 Orchestra Novo Zette Harbour 4th Annual Pops ON!
Sunday, September 2,
2018 Yes $6,599.00 $2,500.00 Funding toward digital campaign
14 San Luis Obispo Master Chorale Clifton Swanson San Luis Obispo Master Chorale
2018-2019 Concert
Series Yes $7,500.00 $2,400.00 Funding toward social and radio
15 San Luis Obispo Museum of Art Karen Kile WHAT'S UP AT SLOMA?
July 1, 2018 - June 30,
2019 Yes $12,000.00 $6,000.00 Funding toward prioritized list
16 San Luis Obispo Railroad Museum Tom Mitchell Central Coast Railroad Festival October 5, 6, and 7, 2018 Yes $11,000.00 $5,000.00 Funding toward prioritized list
17 San Luis Obispo Repertory Theatre Patty Thayer The SLO REP 2018/19 Season
July 1, 2018 - June 30,
2019 Yes $10,000.00 $7,000.00 Funding toward prioritized list
18 San Luis Obispo Soccer Club Hugh Payne Junior's Classic April 12-14, 2019 Yes $4,000.00 $3,000.00 Funding toward prioritized list; cannot be used not for printing costs
19 San Luis Obispo Symphony Kristen Hintz "Concerts in the Cohen" Series
10/6/18, 11/10/18,
2/2/19, 3/9/19, 5/4/19 Yes $7,500.00 $0.00
No funding reccoemended. Funding requested is directed toward
organzation promotion/fan base as opossed to promotion of the
event series. (Season pass holder or memebers) as opposed to event
mailings or ads.
20
San Luis Obispo Vocal Arts
Ensemble Sarah Maggelet Kick Off To Tour Concert 13-Oct-18 Yes $4,800.00 $3,000.00 Funding toward prioritized list
21 SLO Blues Society Michael Incase SLO Blues Dance Concerts
11/3/18, 12/1/18,
1/26/19, and 2/23/19 Yes $2,828.00 $2,000.00 Funding toward prioritized list
22 SLO Classical Academy Cozy Faber An Evening with Bill Deresiewicz March 8, 2019 Yes $7,575.00 $4,500.00 Funding toward print and social (no movie)
23
SLO County Farmers' Market
Association Peter Jankay Farmers' Market 40th Anniversary
Saturday, October 13,
2018 Yes $7,500.00 $3,500.00
No entertainment expenses can be covered by grant; Funding toward
media plan
24 SLO Jazz Festival, Inc.Scott Andrews SLO Jazz Festival, Inc.May 17-18, 2019 Yes $12,000.00 $2,000.00
Funding for stage rental and artist down payments are not qulified
grant funding expenditures. Funding for media plan - KSBY line item
on the on the prioritized list.
25
St. Andrews Greek Orthodox
Church Michael Stevens San Luis Obispo Greek Festival
May 31, June 1, & June 2,
2019 Yes $10,000.00 $3,900.00 Funding toward contracting for agencies
26
The Central Coast Shakespeare
Festival Zoe Saba Shakespeare Under the Stars July 13 - August 4, 2018 Yes $9,680.00 $4,000.00 Funding priority 2 and #6, then as they prioritize
27
United Way of San Luis Obispo
County Leslie A. McKinley Flavors of SLO May 4, 2019 Yes $10,000.00 $5,000.00
Funding toward prioritized list; thank you ad cannot be covered by
grant funding.
28 Wilshire Hospice Jessica McLoughlin Dia de los Muertos
Saturday, November 3,
2018 Yes $9,324.00 $5,000.00 Funding toward prioritized list
Total $234,757.00 $100,000.00
$0.00 0
2018-19 DRAFT
Dear Interested Organization:
The City of San Luis Obispo's Community Promotions Program comprised of the Tourism Business
Improvement District (TBID) and the Promotional Coordinating Committee (PCC), under direction of the City
Council, recognizes that cultural, social and recreational events make significant contributions to the overall
quality of life in and visitor attraction to the City of San Luis Obispo. Accordingly, the City maintains a local
special event sponsorship program, referred to as the Events Promotion through this application process, to
assist in the development and promotion of such activities within our community.
The purpose of the Event Promotion sponsorship is to develop a year-round diverse calendar of destination
events in the City of San Luis Obispo. The City is seeking new destination events that showcase the attributes
of our City to significantly attract tourists to our destination and enhance the experience for the local
community, or existing destination events that are developing new features to their program. Events applying
should maintain the intention to keep the event located in the City of San Luis Obispo even after the
sponsorship support has been termed out.
To be considered for local special event sponsorship funding, events must have clearly stated goals, and the
event producer must be able to demonstrate that their financial management practices are sound and insure
accountability. The City is unlikely to fund new projects which duplicate or conflict with existing programs,
services, or events. Project collaboration among organizations is encouraged.
Sponsorship funding is subject to budget constraints. Based on the limited amount of funding available,
applications will be reviewed in consideration of all application submissions, and the submission of a complete
application does not guarantee funding. This application process does not limit the TBID or PCC from directly
funding special events outside of this application process.
The application must be submitted in the following manner:
A. One digital copy sent to cburns@slocity.org.
B. Eight sets (8) of the application (typed, clipped, and 3-hole punched).
C. One copy of:
• your event’s previous year financial statement or budget details for a start-up event
• a listing of all officers and/or staff
• tax exempt certification/ or business license in the City of SLO (City of SLO business license must
be obtained if funds are awarded)
• signed statement of limitations and payment disbursement (Attachment 4)
PLEASE DO NOT SUBMIT OTHER SUPPLEMENTAL MATERIALS WITH THE APPLICATION OR BIND/STAPLE
YOUR APPLICATION MATERIALS.
2018-19 DRAFT
It is important that your application provide all the requested information. Clear, concise and original
applications are best. Your original application should be hand delivered or mailed to:
Community Promotions Program- Events Subcommittee
Attn: Tourism Coordinator
City of San Luis Obispo Administration
990 Palm Street
San Luis Obispo, CA 93401
Events Promotion Program Timeline
Please note the following dates:
1. June 1, 2018 - Application information available on the City’s website.
2. June 6, 2018 at TBD Special Meeting of the Events Promotion Subcommittee - An informational
workshop will be held in the Council Chambers at City Hall, 990 Palm Street, to answer questions
regarding the special event sponsorship process.
3. July 6, 2018 - Completed applications will be due to the City Administration Office by 5:00 p.m. LATE
OR INCOMPLETE APPLICATIONS WILL NOT BE ACCEPTED.
4. Weeks of July 16th – July 27th - Events will be required to participate in a question and answer session
with the subcommittee members. (Applicants will be notified of this meeting by email).
5. August 8, 2018 - Recommendations from the subcommittee will be made to PCC/TBID Boards during
regular committee meetings.
6. September 2018 - Grant contracting with organizations will begin. Grants available to approved
organizations when fully executed agreements are returned.
If you have any questions, please contact Chantal Burns at 781-7152 or cburns@slocity.org.
2018-19 DRAFT
COMMUNITY PROMOTIONS PROGRAM
SPECIAL EVENT SPONSORSHIP APPLICATION ASSESSMENT
CRITERIA
Applications submitted to the TBID/PCC will be evaluated both in terms of the applicant and the event
proposal using the following criteria:
APPLICANT CRITERIA
1. Applicant organization must have a clearly stated purpose and function and be responsible for the
planning and provision of a cultural, social or recreational program/event.
2. Applicant must demonstrate that it has the managerial and fiscal competence to complete the
proposed project. Repeat applicants must have a successful history of using prior sponsorship funds,
as evidenced by a completed and accepted Final Report.
4. The organization must give evidence that it has examined and weighed the financial ability of the
target population to support its program or event.
5. The organization must extend its program to the general public and may not exclude anyone by
reason of race, religion, sex, national origin, sexual orientation, age, physical, mental or economic
status.
6. The applicant organization must comply with the final report evaluation process as requested by the
Events Subcommittee. Final report must be received within 60 days of the conclusion of the event
unless otherwise approved in writing by the Tourism Coordinator.
7. Applicant does not need to maintain non-profit status for sponsorship consideration.
8. Events who have received funding through the PCC’s grants-in-aid (GIA) program for the current
event year, will not be eligible for additional event sponsorship funds through this application.
SPONSORSHIP CRITERIA & GUIDELINES
1. Priority will be given to organizations requesting “seed money” for new destination events or to enter
new promotional markets outside of San Luis Obispo.
2. Priority will be given to events that take place in the City of San Luis Obispo or events of special benefit
to the City of San Luis Obispo.
3. Event sponsorship requests must meet both of the purposes below:
• Of tourism promotion advantage to the City of San Luis Obispo and;
• Of cultural, social, and/or recreational benefit to the residents of the City of San Luis Obispo.
2018-19 DRAFT
4. Priority may be given to events that take place in “non-peak” tourism months (October through
March) with the goal of bringing people to San Luis Obispo.
5. Priority will be given to requests pertaining to marketing and promotional efforts for the event in
order to drive visitors and tourists to the City of San Luis Obispo.
6. Organization must disclose other requests for City support that are being pursued (i.e support from
Parks & Rec, Public Works, etc).
7. Organization must state co-opportunities or other tourism sponsors that are actively pursued.
8. Demonstrated financial need is considered, although events with potentially greater promotional
benefit to the City of San Luis Obispo will be given higher consideration.
The following tiered structure provides guidelines that will be used to establish the consideration of the event
support.
Category One:
An existing event in pursuit of expanding current marketing outreach to draw in new attendees from
outside San Luis Obispo County and bring tourists to the City of San Luis Obispo. The organization
effectively brings tourists from outside San Luis Obispo County to the City of San Luis Obispo. The
organization agrees to at minimum: incorporate the City’s tourism logo, tourism website, and lodging
phone number on all marketing material and event website; the event must encourage overnight
stays with the City’s lodging partners; the organization must include City of San Luis Obispo visitor
and tourism information in its mailings and marketing outreach; event will provide tickets for
participation/promotion.
Category Two:
An existing event offering “new” event components, features, or experiences. Events that are
expanding their event offerings in addition to marketing reach beyond San Luis Obispo County. The
organization effectively brings tourists from outside San Luis Obispo County to the City of San Luis
Obispo. The organization agrees to at minimum: incorporate the City’s tourism logo, tourism website,
and lodging phone number on all marketing material and event website; the event must encourage
overnight stays with the City’s lodging partners; the organization must include City of San Luis Obispo
visitor and tourism information in its mailings and marketing outreach; if appropriate provide City
promotional space (booth) at the event; event will provide tickets for participation/promotion.
Category Three:
A new destination event applying for seed money to fund the event startup. This is a brand new event
that is looking for significant sponsorship to support the initial launch of the event. The event will
effectively bring tourists from outside San Luis Obispo County to the City of San Luis Obispo. The
organization agrees to at minimum: incorporate the City’s tourism logo, tourism website, and lodging
phone number on all marketing material and event website; the organization must include City of
San Luis Obispo visitor and tourism information in its mailings and marketing outreach; if appropriate
provide City promotional space (booth) at the event; event will provide tickets for
participation/promotion. The event will also exclusively promote the City’s lodging partners as the
“place to stay”.
2018-19 DRAFT
Sustainable Funding Process
The Sustainable Funding process allows an organization to receive up to three years of sponsorship
funding. Repeat recipients can anticipate a reduction in sponsorship funding. After the initial year of
funding, repeat recipient awards are typically reduced by one third each year for a total of three years of
funding or as budgets allow. This rule has been established to assure the Community Promotions Program
will have the opportunity to foster new events for the City of San Luis Obispo and encourage event
organizers to become self-sustaining by cultivating new community partners and securing ongoing diverse
funding options. The TBID and PCC request that in applying for sponsorship funds, the event has the
intention to keep the event located in the City of San Luis Obispo once the three-year sustainable funding
model has been exhausted. Adherence to this process is at the discretion of the TBID and PCC
committees.
2018-19 DRAFT
EVENT SPONSORSHIP APPLICATION FORM
DATE(S) OF EVENT: __________________________________________________
NAME OF EVENT: ____________________________________________________
EVENT LOCATION: ___________________________________________________
NAME OF ORGANIZATION:
ADDRESS OF ORGANIZATION:
_______________________________________________________________________________
WEBSITE URL: ________________________________________________________________
NAME OF CONTACT PERSON:
TELEPHONE NUMBER:
E-MAIL ADDRESS:
TOTAL AMOUNT REQUESTED:
PURPOSE OF SPONSORSHIP REQUEST (check all that apply):
In-County Event Advertising/ Promotion
Out-of-County Event Advertising/ Promotion
Event Logistics
Event Production
Event Staff Compensation
Other: ___________________________________________________________________
Please select the category that best represents your funding request:
Category One: An existing event in pursuit of expanding current marketing outreach to draw in new
attendees from outside San Luis Obispo County and bring tourists to the City of San Luis Obispo.
Category Two: An existing event offering “new” event components, features, or experiences.
Category Three: A new destination event applying for seed money to fund the event startup.
2018-19 DRAFT
Please complete the entire application, answering all requests for information.
1. Provide a brief description of your organization and its cause.
2. Provide a brief description of your event.
3. Provide a brief description of how/what the requested funds will be used?
4. Will your event be taking place within the City of San Luis Obispo?
Yes ___ No ____
Venue Name:
Venue Location:
5. Has a City permit been issued for your event or have contracted the venue for your event date?
Yes ___ No ____
2018-19 DRAFT
Note: For use of City facilities, venues, or services, applications must be received no later than 90
days in advance and can be accepted up to 1 year in advance. The application form can be found on
the slocity.org. Application and fees are payable to the City of San Luis Obispo and can be submitted
directly to the Parks and Recreation Department located at 1341 Nipomo Street, San Luis Obispo, CA
93401. Event applicants shall be responsible for securing a separate Special Event Permit with the
City.
6. If you are a for-profit organization, do you give a percentage of your income from this event to a
charity? Yes ___ No ____
If yes, please complete the following questions:
Is the charity local or national? Local _____ National _____
Name of the Charity/ies): ___________________________
How does the charity benefit for your donation? Cash ______ In-Kind_______
Explain:
How do you select the charity?
7. Is this a first year the event will take place? Yes ___ No ____
If yes, skip to question number 13
8. If not, how many years has it taken place?
9. Where has it taken place previously?
10. How is this year’s event different this year from prior years?
2018-19 DRAFT
11. Historical Attendance:
12. Historical percentage breakdown of in-county vs. out-of-county attendees:
13. What is the return on investment trend for your event?
14. Expected Event Attendance:
15. Expected percentage of in-county vs. out-of-county attendees:
____________ in-county attendees
____________ out-of-county attendees
16. Who is your target audience?
17. Where is your primary and secondary geographic target market?
Primary _____________________ Secondary ______________________
18. Do you sell tickets or is it a free event? Tickets____ Free____
If tickets are required, please provide the price range.
2018-19 DRAFT
19. Have you requested funding from other organizations/entities? Yes ___ No ___
If yes, please provide the names of these organizations and funding entities.
20. When are the funds needed for the event?
21. What is the overall budget for the event?
22. What are you willing to offer the City and TBID members in exchange for the sponsorship funds
for your event? (Ex. Exclusive lodging partnership, discounted tickets for lodging packages,
complimentary tickets for promotional use, etc)
23. Is it your intention to keep the event located in San Luis Obispo once City sponsorship funding is
exhausted?
Yes ___ No ___
24. What is the anticipated longevity of the event to take place in the City of San Luis Obispo?
2018-19 DRAFT
Event Worksheets
The worksheets below are simplified examples of what information we are looking to review.
Please use a separate sheet if more space is needed.
Line Item Funding Request: Indicate total amount requested from the City of San Luis Obispo, including a
prioritized list of individual line items making up the total.
Event Component Amount
Total $
Line Item Event Budget: Provide a detailed budget for the complete event, listing all available support and
income sources.
Source Amount
TOTAL $
2018-19 DRAFT
Detailed Media Plan: Provide a detailed Media Plan including traditional and online media.
Media Outlet Type & Frequency Cost of advertising
Example:
LA Times Online Banners / 1,000 impressions $ XXXXX
The Tribune ½ page ads / 3 times $ XXXXX
Crowd control plan: Provide your crowd control and safety plan (parades or large special events only).
Please provide any additional information you would like to share.
Be sure to include all supplemental materials as requested. Thank you.
Return Application to:
Community Promotions Program – Events Subcommittee
Attn: Tourism Coordinator
City of San Luis Obispo Administration
990 Palm Street
San Luis Obispo, CA 93401
2018-19 DRAFT
Post-Event Final Report Guidelines
Organization: ___________________________________________
Event Dates: ___________________
** Final report must be received within 60 days of the conclusion of the event unless otherwise approved
in writing by the Tourism Coordinator.
The report must include the following:
Administrator’s Report: A brief synopsis of the event. Please include a statement describing
activities, services, or programs provided, and any changes that have occurred during the reporting
period.
Statistical Survey: Include the number of participants in the event. Survey should also include, to the
best of your ability, the demographic make-up of participants, i.e., residents, non-residents, and age
groups (youth, teens, adults or senior citizens), and the source the data is based on. This section
should also include the return-on-investment details from the event for the City of San Luis Obispo
and TBID members.
Financial Report: A financial statement that details how the Events Promotion sponsorship funds
have been expended.
Recognition: Provide proof of your organization’s acknowledgement of the City’s support in
promotional materials used for the event and how City Tourism message was integrated into the
overall event campaign. Please submit reports that illustrate how the event generated leads and
traffic.
COMMUNITY PROMOTIONS PROGRAM
STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT
Please read the following document and sign to indicate that you have read and understand it.
Limitations:
This application does not commit the sponsor to award sponsorship or to pay any costs incurred in the
preparation of this application or to procure or contract for services or supplies. The City reserves the right
to accept or reject any or all applications received, to fund on a line item basis, to negotiate with all qualified
applicants, or to cancel in part or in its entirety this program, if it is in the best interest of the City to do so.
Payment of Funds:
All duties, obligations, and disbursements of funds are shall be governed by the provisions of the agreement
between the City and the applicant receiving funds.
• An applicant that is awarded funds shall enter into a contractual agreement with the City of San Luis
Obispo for stated program during the current grant period.
• The payment schedule will be stated in the contractual agreement.
• The contracting agency will agree to provide reports in such form and detail as may be required by the
City and the TBID/PCC to monitor contract performance prior to payment for programs.
• The contracting agency will provide the City with an annual audit by an independent auditor to be
approved by the City, if the City should so request.
• Should the funds not be used in the manner specified within the contract, the organization will be
required to return the funds to the City of San Luis Obispo,
(Sample copies of standard City contract forms can be provided by the Tourism Coordinator upon request.)
I, , (printed or typed name of authorized applicant organization representative),
have read the above statement and fully understand its contents and implications. I further attest that all the
information contained in this application is accurate to the best of my knowledge.
Signature Date
Title
Applicant Organization
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, April 11, 2018
Tourism Business Improvement District Board
CALL TO ORDER
A Meeting of the Tourism Business Improvement District Board was called to order on
Wednesday, April 11, 2018 at 10:04 a.m. in the Council Hearing Room, located at 990 Palm
Street, San Luis Obispo, California, by Board Member Patel.
ROLL CALL
Present: Board Members Clint Pearce, Nipool Patel, Pragna Patel-Mueller, LeBren Young-
Harris, Vice Chair Matthew Wilkins (10:15)
Absent: Board Member Kimberly Walker and Chair Bruce Skidmore
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 BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD
MEMBER HARRIS, CARRIED 4-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of Meeting on Wednesday, March 14, 2018
C2. Smith Travel Report, March Activities
C3. Chamber Public Relations Report, March Activities
C4. AMF + Matchfire Marketing Report, March Activities
C5. Chamber of Commerce Guest Services Report, March Activities
C6. Transit Occupancy Tax (TOT) Report
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 2
PRESENTATIONS
1. San Luis Obispo Museum of Art (SLOMA) Update
Jeff Al-Mashat, SLOMA Capital Campaign Director, presented an update on their
current fund-raising status, their vision of community partnerships, relationships with
local business, museum infrastructure and staffing, and envisioned future funding
sources and programs were presented.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
2. Marketing Agency Quarterly Report
Representatives from AMF Media Group + MatchFire reviewed their marketing
activities from the past quarter and responded to Board questions concerning website
metrics and advertorial wording. It was noted that the intercept-survey project will
begin in May. Additional highlights included promotion partnerships with SLO Wine
(Roll out the Barrels) and Cal Poly Athletics (ShareSLO First Pitch), and the Horizon
Advertorial and Time Square video. Additionally, highlights from social media, digital
and website outreach, and traditional media metrics were presented, along with
discussion on current outside impacts to Facebook use.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 3
3. SLO Chamber of Commerce Quarterly Report
Chamber of Commerce representatives Dusty Colyer-Worth, Visitor Center Manager
and Molly Kern, Director of Communications and Business Education, reviewed the
business activity and public relations activities from the past quarter. The review of
their public relations efforts included outreach with Thrillist and the SLO Film Festival.
It was reported that “wellness” and “happiness” continue to be strong keyword trends in
referencing San Luis Obispo in both online and traditional print news. A review of
marketing efforts to promote San Luis Obispo in the Seattle market was also presented.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
4. Rainy Day Promotion Results
Tourism Coordinator Chantal Burns presented the results of the 2018 Rainy Day
promotion, which has a goal of bringing more visitors to the City during a traditionally
low visitor time of year. The promotion was sold out by February 7th, approximately
one month faster than last year’s promotion. This year cash was given rather than gift
cards, which provided funding and staff time savings, as well as allowing for additional
interaction with visitors at the Chamber of Commerce. A report on the public relations
outreach results was presented. Southern California visitors represented almost half the
promotion visitation, and ten percent were from out of state with Washington state
being the leader.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
BUSINESS ITEMS
1. Annual Partnership and Funding Requests
San Luis Obispo Chamber of Commerce: Molly Kern, Director of Communications and
Business Education and Dusty Colyer-Worth, Visitor Center Manager, reviewed their
2018-19 partnership proposals for Guest Services and Media Monitoring. A review of
current Guest Services was presented, with the proposal being to maintain the same
level of service for the upcoming year. Representatives responded to Board questions
concerning the use of Cision, a PR and communications data gathering tool. The
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 4
contract proposal amount presented was $45,000 for Guest Services and $8,400 for the
Media Monitoring service tool.
SLO Wine Country Association: Heather Muran, Executive Director, reviewed their
marketing service and partnership with the TBID since 2014. The new wine maps were
highlighted and it was noted that there will be two market versions for this year. Airport
signage, social metrics, and a traveler marketing study were reviewed. The overall
funding request is the same as the past year. The partnership proposal funding was
presented at $18,000 for partnership services and $3,000 for media hosting expenses for
a total of $21,000.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
2. TBID Budget Update
Tourism Manager Cano reviewed the preliminary 2018-19 budget projection, which is
20% of the projected TOT. It was reported that the projected budget is based on a 1%
growth. The projected TBID revenue for 2018-19 is estimated at $1,437,400.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
3. Property Liaison Assignments
The Board reviewed the property liaison assignments and made no assignment changes.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 5
TBID LIAISON REPORTS & COMMUNICATIONS
(Board member Patel left the meeting at this time.)
1. Hotelier Update
Board members reviewed their current activities.
2. Management Committee Update
Tourism Manger Cano reviewed the Management sub-committee discussion on the
strategic plan update, the budget for conference attendance by staff, and the projected
TBID budget.
3. Marketing Committee Update
Tourism Manager Cano and Board Member Young-Harris reviewed research project
work conducted in the April 4, 2018 meeting
4. Promotional Coordinating Committee (PCC) Update
Tourism Manager Cano reported that the highlights of the PCC meeting of March 14th
were further work on their strategic plan update, that they received their mid-year
budget update, and they approved funding for a project highlighting the City at the
upcoming mid-state Fair. It was noted that their new Chair is Zoya Dixon and Vice
Chair is Daniel Levi.
5. Visit SLO CAL Update
Board Member Pearce reviewed progress on the Destination Development plan and
local air service expansion.
Tourism Manager Cano noted the marketing committee discussed the public relations
process with the hoteliers and reported on the “Tourism Exchange” which will be
conducted on May 8th.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of April 11, 2018 Page 6
6. Tourism Program Update
Tourism Manager Cano reviewed and reported on the following:
- Reviewed tradeshow participation, noting that the VR experience was well received
- IPW is scheduled for May 19-24, 2018
- The Central Coast Tourism Council retreat is April 18-20, 2018 in Solvang
- SLO Discovery Weekend, May 12-13, has slow ticket sales
- April 18th is the Advisory Body Training
- May 2nd Marketing sub-committee meeting
ADJOURNMENT
The meeting was adjourned at 11:56 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, May 9, 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