HomeMy WebLinkAbout06-13-2018 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee
Wednesday, June 13, 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 May 9, 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
C.8 Special Minutes of the Meeting on May 16, 2018
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. 2018-19 CONTRACTOR WORK SCOPES & AGREEMENTS TERMS 10 mins
The committee will review the 2018-19 contractor work scopes for approval, contingent upon the City
Council’s approval of the program budget.
2. 2017-18 FINAL BUDGET REVIEW 10 mins
The PCC will review the year end program budget for 2017 -18 and discuss any final allocations.
3. PCC STRATEGIC PLAN NEW INITIATIVE DISCUSSION 30 mins
The committee will begin the discussion for the development of the new program or initiative to be
implemented in 2018-19 based on the PCC Strategic Plan document.
4. JULY PCC MEETING SCHEDULE 10 mins
The committee will discuss the July meeting date and time.
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 May 9, 2018
3. TOURISM PROGRAM UPDATE
ADJOURN.
POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on June 8, 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 May 9, 2018 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 9, 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, May 9, 2018 at 5:32 p.m. in the Council Hearing Room, located at 990 Palm Street,
San Luis Obispo, California, by Chair Zoya Dixon.
ROLL CALL
Present: Committee Members Diana Cozzi, Matthew Wilkins (arrived at 5:36 pm), Melissa
Godsey (arrived at 5:34 pm), Dana Matteson, John Thomas, Vice Chair Daniel Levi
and Chair Zoya Dixon
Absent: None
Staff: Tourism Manager Molly Cano and Recording Secretary Teresa Purrington.
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Dusty Colyer-Worth, Visitor Center Manager
CONSENT AGENDA
ACTION: MOTION BY VICE CHAIR LEVI, SECOND BY COMMITTEE MEMBER
THOMAS, CARRIED 5-0-2 (MEMBERS GODSEY AND WILKINS ABSENT) to approve the
Consent Agenda items C1 to C7.
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
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 2
C.7 Transit Occupancy Tax (TOT) Report
PRESENTATIONS
1. SLO Chamber of Commerce Quarterly Report
Molly Kern Director of Communication for the Chamber of Commerce provided an
overview of events and program for the last quarter.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
BUSINESS ITEMS
1. SHOWCASE OF THE CITIES
As recommended by the project taskforce, Ariel Shannon, Bluebird Salon provided a
presentation of her proposal for her project titled, “Come Fly With Me Over San Luis
Obispo” for Showcase of the Cities display representing San Luis Obispo and the California
Mid State Fair.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY
COMMITTEE MEMBER MATTESON, CARRIED (7-0) to approve the project and funding.
Committee Member Cozzi suggested to possibly add Cal Poly to the display.
2. 2018-19 SLO HAPPENINGS PROGRAM PROPOSALS
Chelsea Hardin, and Brittany Garcia, Matchfire representatives presented a 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).
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 3
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER WILKINS SECOND BY
COMMITTEE MEMBER MATTESON CARRIED (7-0) to approve the project and funding
OF $19,300.
3. CONTRACTOR & PARTNERSHIP FUNDING RECOMMENDATIONS
Tourism Manager Molly Cano provided an overview of the proposals submitted from SLO
Chamber of Commerce.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY
COMMITTEE MEMBER GODSEY CARRIED (7-0) to approve the 2018-19 partnership
agreements with the Chamber as presented including GIA support at $30,000 and the
production of the tear-off maps at $9,000.
4. 2018-19 BUDGET ALLOCATIONS
The committee established the final recommended budget allocations for the 2018-19
Community Promotions budget for recommendation to the City Council.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER COZZI, SECOND BY
COMMITTEE MEMBER GODSEY CARRIED (7-0) to approve the budget allocations for
FY 2018-19 reallocating $10,700 from SLO Happenings Program to $10,000 Strategic
Initiatives and $700 General Contract Services.
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 4
5. 2018-19 GRANTS-IN-AID – PRELIMINARY RECOMMENDATION
The Grants-in-Aid Subcommittee presented the preliminary 2018-19 funding
recommendations.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item
6. 2018-19 ANNUAL EVENT PROMOTION APPLICATION
The committee approved the 2018-19 Annual Event Promotion Application and timeline and
directed staff to release the application.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER LEVI SECOND BY COMMITTEE
MEMBER MATTESON CARRIED (7-0) to approve the events application and timeline.
By consensus the Committee selected Committee Member Wilkins, Vice Chair Levi and
Committee Member Matteson, and Committee Member Thomas as an alternate to serve on
the subcommittee to review the event applications. The amount to be used for funding is up
to $25,000.
PCC LIAISON REPORTS AND COMMUNICATION
1. Grants In Aid (GIA) Update
Flavor SLO update.
2. TBID Board Report
Committee Member Wilkins provided a report on the TBID Board meeting.
3. Tourism Program Update
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 5
Tourism Manager Cano provided a Tourism Program Update.
ADJOURNMENT
The meeting was adjourned at 7:07 p.m. The next regular meeting of the Promotional Coordinating
Committee is scheduled for Wednesday, June 13, 2018 at 5:30 p.m., in the Council Hearing Room,
990 Palm Street, San Luis Obispo, California.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2018
Community Promotions Budget 2017-18
Budget 2017-18 Amount
Budget 404,688$
2016-17 Encumbrances
Returned Funds (GIA)
Total Budget 404,688$
Expenditure Last Updated 6/8/2018
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$ 8,000$ GFL
SLO Happenings Program - Promotion 30,000$ 26,371$ 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$ 4,431$ 569$ City Administration
Strategic Plan Update 2,500$ 2,500$ Regenerate Group - Encumbered from ED
Administration 32,689$ 32,689$ -$ City Administration
Total 404,688$ 349,982$ 1,168$
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
Media/Community Relations
1. Worked with Central Coast Seasons Magazine on editorial content for upcoming
issues.
2. Continued planning press trips for Seattle based bloggers All things Kate and Style-ish
for August and July respectively.
3. Worked with Visit SLO CAL to suggest restaurants, things to do and ways to promote
San Luis Obispo and coordinated hotel stay for SLO portion of Visit California
Australia press visit.
4. Worked with Visit California UK and CCTC to host a trip for UK based wellness
influencer to SLO as part of their #TravelLikeARoyal campaign.
5. Continued working with the San Francisco Chronicle on an upcoming article about
what’s new in San Luis Obispo.
6. Pitched the Pacific Surfliner to Travel + Leisure for inclusion in their round up of Best
Train Trips in the US.
7. Continued to work with the city, AMF and Matchfire on overall tourism marketing
campaign.
Media Placements
Destination highlight
1. San Luis Obispo, California:
America's happy valley
A former SLO resident takes readers of
The Guardian along for a trip back to her
favorite stops in SLO she says, “this
dreamy college town should be a
destination all of its own.
Unique Visitors Per Month: 14,654,392
2. The Most Underrated Town
in Every State
In their round up of most underrated
cities in each state, Cheapism and MSN
highlight San Luis Obispo saying “beauty
and natural landscape rival any in the
state.”
Combined Unique Visitors Per Month:
119,000
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
3. Perfect Day: San Luis Obispo
Visit California ran a November article
about San Luis Obispo in one of their May
e-blasts.
4. Travel #LikeARoyal
To leverage the upcoming royal wedding
and strengthen the link between the UK
and California, Meghan Markle’s home
state, Visit California and Visit Britain
hosted three influencers in each
country/state, on three unique itineraries
that showcase how to travel ‘Like A Royal’.
In partnership with the CCTC, San Luis
Obispo hosted wellness influencer Carly
Rowena for wine tasting, hiking, meals
and an overnight stay.
Instagram: 143,000 | two posts and 9
stories about her time in SLO
5. Where to Eat and Drink in San Luis
Obispo
The Infatuation calls San Luis Obispo
“the unofficial capital of the Central Coast.”
And lays out all of the best places to eat
and drink.
Unique Visitors Per Month: 617,617
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
6. Seattle Week: Gum Wall
KHON’s show Living808 highlights
Seattle’s gum wall – as well as its
counterpart in San Luis Obispo.
Unique Visitors Per Month: 322,000
7. 8 of California's Most Flavorful Cities
California Delicious names San Luis
Obispo one of the best foodie cities in
California saying, “If you want good wine,
sunshine, and Mediterranean climate all
year round, San Luis Obispo is the perfect
place to find it. The gorgeous natural
landscape makes it perfect for biking,
hiking, or just soaking in some fresh air.
It's not a place that's short on culture or
activity, either.”
8. Amtrak Vacations Offering Flash
Sale on Sleeper Cars
Travel Pulse, Jetsetters and MSN cover
Amtrak offers for May including the Pacific
Surfliner between San Diego and San Luis
Obispo.
Combined Unique Visitors Per Month:
712,000
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
Road trip
9. From baseball to date shakes,
these four California road trips
are made for families
LA Times writer Christopher
Reynolds highlights San Luis
Obispo among the driving trips that
Angelinos can take to “sharpen
your appreciation of California.” In
San Luis Obispo, he highlights the
Mission, Madonna Inn and Apple
Farm as well as hiking Design
Village and Cerro San Luis.
Audience Reach: 431,000
10. 9 Must-See Stops on California's
Pacific Coast Highway
A National Geographic article,
which was also picked up by the
likes of MSN, highlighting attractions
on the PCH includes a stop at the
Madonna Inn.
Combined Unique Visitors Per
Month: 36,145,000
11. 15 Cities to Visit on Your Highway 1
Road Trip
Neighborhoods.com includes an
overnight in San Luis Obispo among
their recommended stops on the PCH
calling it a “quintessential central
California city.”
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
12. Roadtrip: Los Angeles nach San
Francisco
German blog Reisedepeschen (Travel
Dispatches) highlights San Luis Obispo in
their article about road tripping form San
Francisco to LA saying a “stop in San Luis
Obispo is all about your enjoyment
moments.” (translated)
13. 7 Underrated Places You Have to Stop
on Your California Road Trip
Livability names San Luis Obispo as one
of the best places to stop on a California
road trip citing farmers market, bubblegum
alley and the Mission as top attractions in
this “colorful city.”
Unique Visitors Per Month: 601,131
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2018
Events
14. San Luis Obispo International
Film Festival 2018
MovieMaker Magazine goes into detail
describing the experience of attending the
SLO Film Festival for their recent print
issue.
Audience Reach: 54,000
15. 15 things to do in SLO County on…
The Tribune’s weekly roundup of things
to do throughout the county featured a
number of GIA and SLO City sponsored
events in the month of May including the
Greek Festival, SLO Repertory Theatre
and events at the Performing Arts Center.
Unique Visitors Per Month: 856,264
Grants- in-Aid Marketing Support May 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
May 2018
Visitor Interaction
May
2017
April
2018
May
2018
Walk-ins 6,327 6,459 6,377
Farmers’ Market* n/a 750 500
Phone calls 362 506 544
Emails 388 463 489
*estimate without people counter
Visitor Center Highlights
• Kicked off our summer Farmers’ Market season.
• Promoted the Visitor Center as a destination at the Chamber EXPO.
• Enjoyed helping every single guest that came through our doors.
Demographic Snapshot
International travelers 601
Asia 0%
Africa 0%
Europe 32%
Australia/New Zealand 17%
United Kingdom 28%
North America 22%
South America 1%
Domestic travelers
(outside of CA.)
706
West 11%
West Coast 30%
East Coast 24%
Southw est 14%
Midw est 18%
South 3%
California travelers 1,855
Northern CA 29%
Southern CA 29%
Central Coast 37%
Central Valley 4%
Desert 1%
Calendar of Events
May
2018
June
2018
Events in calendar 294 176
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 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$ 519,193$ 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$ 479,813$ 10.3%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$ 415,461$ 4.8%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$ 502,476$ 14.3%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$ 577,166$ 5.0%69.2 68.5 -0.09 131.26 139.88 6.6 90.79 95.85 5.6
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 728,915$ 2.8%79.3 72.7 -8.3 150.01 149.73 0.6 114.02 103.25 -7.8
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$ 6,163,723$ 71.47 70.22 143.51 144.44 103.55 101.97
7,294,000$
RevPAR
Figures from Smith Travel Research report
April. - Homestay missing 4
6/7/2018
Occupancy ADR
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 16, 2018 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 16, 2018
Special Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Special Meeting of the Promotional Coordinating Committee was called to order on Wednesday,
May 16, 2018 at 5:32 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis
Obispo, California, by Chair Zoya Dixon.
ROLL CALL
Present: Committee Members Diana Cozzi, Matthew Wilkins, Melissa Godsey, Dana Matteson,
John Thomas, and Chair Zoya Dixon
Absent: Vice Chair Daniel Levi; Matt Wilkins
Staff: Tourism Manager Molly Cano.
BUSINESS ITEMS
1. 2018-19 GRANTS-IN-AID – PRELIMINARY RECOMMENDATION
The Grants-in-Aid Subcommittee presented the preliminary 2018-19 funding
recommendations.
Public Comments:
Public comments were received from the following grant representatives:
• Karen Kile- SLOMA – Thank you for your generous support
• Debra Balke- Central Coast Autism Spectrum Center – will be able to use the funds to
expand the event after 3 years of operations
• Tom Mitchell- SLO Railroad Museum – Thank you for the funding in the past year;
Westways Magazine ads brought in groups from outside the area; now able to expand the
offerings for youth programs; have some good offerings that are new next year and excited to
share; more public outreach; thank you
• Jane Heath- Foundation for SLO Libraries- 100th anniversary for the library celebration;
mobile library will be the beneficiary of the funding; the mobile library will make the library
accessible to the whole community
• Leslie McKinley– United Way – Flavors of SLO event moved to Mission Plaza this year and
increased the impact by 40%
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 9, 2018 Page 2
• Carmela Vignocchi- Central Coast Shakespeare Festival- thank you for creating an easy to
use application and the time you spent reading and considering the applications; thank you
for the funding last year and this year if approved
• Patty Thayer- SLO Rep – you make a difference to us. The funding for the rebranding has
made a huge difference. The funding has helped us expand our reach.
• Steve Lerian- Cal Poly Arts- thank you for the grant you provided last year. The events
funded last year were for the most part sold out; and the funding has helped us leverage our
buy especially on TV. Thank you for everything we appreciate it very much
• Jessica – Wilshire Hospice & Dia De Los Muertos- thank you for helping to expand out
marketing budget
• Penny Porter- Cuesta College Performing Arts Center- your funding has made a huge impact,
exponential benefit to the marketing funds
• Cliff Swanson- Master Coral- now created a separate non profit and this grant has enabled us
to go on our own to promote the event and all the advertising; show this Sunday
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER MATTESON SECOND BY
COMMITTEE MEMBER COZZI CARRIED (4-0-1) to approve the 2018-19 grants-in-aid
funding for Downtown SLO as presented. (Chair Dixon recused)
ACTION: MOTION BY COMMITTEE MEMBER GODSEY SECOND BY
COMMITTEE MEMBER THOMAS CARRIED (4-0-1) to approve the 2018-19 grants-in-
aid funding for Cal Poly Arts and the Foundation for the Performing Arts as presented.
(Committee Member Matteson recused)
ACTION: MOTION BY COMMITTEE MEMBER COZZI SECOND BY
COMMITTEE MEMBER MATTESON CARRIED (5-0) to approve the remaining 2018-19
grants-in-aid funding recommendations as presented. (Committee Member Matteson
recused)
ADJOURNMENT
The meeting was adjourned at 5:50 p.m. The next regular meeting of the Promotional Coordinating
Committee is scheduled for Wednesday, June 13, 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
SCOPE OF WORK FOR MARKETING SUPPORT SERVICES TO GIA PROGRAM
Objective: Secure ROI of the GIA investment by assisting the organizations in utilizing the
funding to increase attendance and nurture collaboration.
Goal: Increase awareness of the supported events to attract residences and visitors in order to
maximize the event income to move toward self-sufficiency.
1. Manage a comprehensive marketing support program available to all Grants-in-Aid recipients
to enhance event visibility and increase event attendance. The program will include support
through:
• Writing press releases and distributing 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.
2. Prepare and distribute an 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
3. Provide written reports all support activities monthly (by noon on the first Wednesday of the
month) to the City of San Luis Obispo’s Administration Department to be included in the
PCC’s meeting packets. At a minimum the reports shall include:
• Matrix of services fulfilled for each organization
• List of issues encountered and current and future opportunities
• List of media reached out to and copy of press releases sent
• Copy of the monthly events calendar.
• Summary on generated media coverage for events.
• Maintenance of a digital clip book of articles garnered through media outreach.
• Monitoring of ROI achieved from media outreach and reporting on, at minimum, ad value
equivalency, overall impressions, and circulation figures.
4. Once a quarter, present the PCC with a detailed oral report highlighting achievements as
compared to the work scope and elaborate on upcoming plans and events.
5. Annually, present an oral & written report to the PCC highlighting in detail the achievements
of the year as compared to the work scope.
Causemedia Group, LLC, dba Matchfire
1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150
PROMOTION COORDINATING COMMITTEE (PCC)
SLO HAPPENINGS PHASE-OUT
May 16, 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 App, 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
Below outlines the solution for phasing out the SLO Happenings app and social channels, along with
ongoing promotion of the new calendar (funded by SLO TBID) via social media.
Promotion of New Calendar
SLO Happenings App + Brand
We will use the phase out of the SLO Happenings App to consolidate the SLO Happenings Brand with
ShareSLO. 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
Causemedia Group, LLC, dba Matchfire
1880 Santa Barbara Ave, Suite 260 ∙ San Luis Obispo, CA 93401 ∙ 805.786.0150
• 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 Paid: Promoted post (Facebook + Instagram) of Weekly What’s Happening in SLO (City
specific events) – Starting July 2018
▪ Targeted regional
Sunset the App
The phase out of the SLO Happenings App should begin around June 1 with a notification to existing
install base that as of July 1 (tentative) 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 (tentative).
Cost & Fee Schedule
Cost Fee Schedule
PCC Phase out of SLO
Happenings App + Social
Channels
$2,500 One-time, July 1, 2018
(FY 18-19)
Weekly What’s Happening
in SLO Post + Promotion of
Post + Monthly One-Sheet
Report
$1,200/monthly Billed quarterly, July 1, 2018,
October 1, 2018, January 1, 2019,
April 1, 2019
(FY 18-19)
Paid Media Spend
(hard cost)
$200/monthly Billed quarterly, July 1, 2018,
October 1, 2018, January 1, 2019,
April 1, 2019
(FY 18-19)
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, May 9, 2018
Tourism Business Improvement District Board
CALL TO ORDER
A Meeting of the Tourism Business Improvement District Board was called to order on
Wednesday, May 9, 2018 at 10:02 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 Nipool Patel, LeBren Young-Harris, and Chair Bruce Skidmore, and
Vice Chair Matthew Wilkins (10:06 am)
Absent: Board Member Clint Pearce and Pragna Patel-Mueller, Kimberly Walker
Staff: Tourism Manager Molly Cano, Tourism Coordinator Chantal Burns, and Deputy City
Clerk Heather Goodwin
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
Chair Skidmore requested to reorder the agenda to hear Presentations before the Consent Agenda.
By Consensus, the Board reordered the agenda as requested.
PRESENTATIONS
1. Marketing Agency Monthly Report
Representatives from AMF Media Group + MatchFire reviewed their marketing
activities from the past month for the SLO TBID and responded to Board questions.
Public Comments:
None
---End of Public Comments---
No action was taken on this item
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 2
2. SLO Chamber of Commerce Monthly Report
Chamber of Commerce representatives Molly Kern, Director of Communications and
Business Education, reviewed the business activity and public relations activities from
the past month for the SLO TBID. The review of their public relations efforts included
outreach with the San Luis Obispo Travel Guide, Amtrak, the Film Festival, Food Net
Work, noting that San Luis Obispo is known for its Tri-tip, and responded to Board
questions.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
CONSENT AGENDA
ACTION: MOTION BY BOARD MEMBER PATEL BY BOARD MEMBER WILKINS,
CARRIED 4-0, to approve the Consent Calendar Items C1 through C6.
C1. Minutes of Meeting on Wednesday, April 11, 2018
C2. Smith Travel Report
C3. Chamber Public Relations Report
C4. AMF + Matchfire Marketing Report
C5. Chamber of Commerce Guest Services Report
C6. Transit Occupancy Tax (TOT) Report
BUSINESS ITEMS
1. 2018-19 TBID Budget Recommendation
Tourism Manager Cano and members of the Management Committee reviewed the 2018-
19 budget allocation recommendations from the Management Committee. Responded to
board member questions.
Public Comments:
None.
---End of Public Comments---
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 3
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER HARRIS, CARRIED (4-0), to allocate the remaining 2016-17 fund balance
into the 2017-18 program budget.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER WILKINS, CARRIED (4-0), to approve the budget as presented including
the carryover of the remaining 2017-18 program budget into the program budget for
2018-19.
2. Contractor & Partnership Funding Recommendations
Tourism Manager Cano presented recommendations on behalf of the Management
Committee for contractor and partnership agreement approvals for the final two-year
contract extension with AMF/Matchfire, SLO Chamber of Commerce and SLO Wine
Country Association. Responded to board member questions.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER HARRIS, CARRIED (4-0), to approve the two-year contract extension to
AMF/Matchfire in the amount of $850,000.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER HARRIS, CARRIED (4-0), to approve the San Luis Obispo Chamber
proposal.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER WILKINS, CARRIED (4-0), to approve the SLO Wine proposal.
3. 2017-2018 Mid-Year Event Applications & 2018-2019 Annual Application
Tourism Manager Cano presented recommendations on behalf of the Marketing
Committee for funding allocations for the mid-year event sponsorship requests for the
Sustainable Ag Expo, SLO Ultra, and Grass Volleyball Tournament. The committee also
recommended the approval of the 2018-19 Annual Event Promotion application.
Responded to board member questions.
Public Comments:
None.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 4
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY
BOARD MEMBER PATEL, CARRIED (4-0), to 1) Approve of Sustainable Ag Expo in
the amount of $7500 out of remaining 2017-18 events budget and 2) Approve of SLO
Ultra in the amount of $5000 out of remaining 2017-18 events budget.
ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD
MEMBER HARRIS, CARRIED (4-0), to approval of 2018-19 events application with
direction to staff to open the 2018-19 events sponsorship application period in June,
contingent on approval by the Promotional Coordinating Committee.
By consensus, the Board took no action on the Grass Volleyball Tournament item.
4. Event Promotion Strategy & Partnership
Tourism Manager Cano a representative from MatchFire presented recommendations on
behalf of the Marketing Committee for the funding of a new ShareSLO /SLO Happenings
event promotion strategy including the development of a new events calendar solution
on SanLuisObispoVacations.com in partnership with the Promotional Coordinating
Committee (PCC). Responded to board member questions.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY
BOARD MEMBER HARRIS, CARRIED (4-0), to approval of the proposal in the
amount of $41,000 from the 2016-17 fund balance.
5. Marketing Committee Recommendations
Tourism Manager Cano and a representative from AMF Media Group presented
recommendations on behalf of the Marketing Committee for the funding
recommendations for various collateral and advertising expenditures to carry the TBID
marketing programs through the summer quarter. Noteworthy marketing items discussed
were promotional swag, stickers, folders, flash drives, bound journals, reusable bags,
socks, gum, and four-foot foam letters. Responded to board member questions.
Public Comments:
None.
---End of Public Comments---
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 5
ACTION: MOTION BY BOARD MEMBER WILKINS, SECOND BY
BOARD MEMBER PATEL, CARRIED (4-0), to approve proposal as amended in the
amount of $35,500 from the 2016-17 fund balance.
TBID LIAISON REPORTS & COMMUNICATIONS
1. Hotelier Update
Board members reviewed their current activities. Tourism Manager Cano provided an
update on La Quinta Inn and Suites, The Kinney, and the Rose Garden Inn.
2. Management Committee Update
No further report.
3. Marketing Committee Update
No further report.
4. Promotional Coordinating Committee (PCC) Update
No further report.
5. Visit SLO CAL Update
Board Member Patel briefly reviewed progress on the Tourism Exchange.
6. Tourism Program Update
Tourism Manager Cano reviewed and reported on the following:
- IPW
• Planning underway with SLO CAL & CCTC
• May 19-24, Denver
• Check in meeting with SLO CAL on Monday to review appointment
schedule
- The Central Coast Tourism Council Retreat
• East Coast Initiative
• End of year report with VCA and grant application for 2018-19
- SLO Discovery Weekend - TBID program with Cal Poly Parent & Family
Programs
• Next session this weekend, May 12-13
• Noted about 35 registrants
- Roll Out the Barrels promotion
DRAFT Minutes – Tourism Business Improvement District Board Meeting of May 9, 2018 Page 6
• Wine cannot be delivered to the guests at the hotels
• SLO wine is working on a solution
- Dates to Remember:
• Wednesday June 6 at 10:30 Marketing Committee – events application
meeting
• Thursday June 7 at 10:00 Management Committee
• Wednesday June 13 @10:00 TBID Board meeting
• Thursday June 14 or Monday June 18 – Marketing Committee – Marketing
Plan meeting
ADJOURNMENT
The meeting was adjourned at 11:33 a.m. The next Regular meeting of the Tourism Business
Improvement District Board is scheduled for Wednesday, June 13, 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