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Home My WebLink About09-11-2019 PCC Agenda PacketCity of San Luis Obispo, Agenda, Promotional Coordinating Committee Wednesday, September 11, 2019 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 Commi ttee. 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 August 14, 2019 C.2 2019-20 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 Activity Report C.7 TOT Report C.8 Minutes of the Special Meeting on August 13, 2019 PRESENTATIONS 1. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE 10 mins Representative from the SLO Chamber will present the report for the public relations activities that occurred over the past month. BUSINESS ITEMS 1. 2019-20 STRATEGIC COMMUNICATIONS PLAN 20 mins Representative from the SLO Chamber will present the 2019 -20 Public Relations Strategic Communications Plan for the Committee’s approval. 2. DOWNTOWN VITALITY MAJOR CITY GOAL 20 mins Economic Development Manager, Charlene Rosales will present the 2019 -21 City Council Major City Goal of Downtown Vitality. The committee will review and discuss potential opportunities for PCC integration in the workplan. 3. BANNER PROJECT UPDATE 15 mins The Committee will review the status of the banner project including the railroad square banners and the style guide development. 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 Meeting Minutes: August 14, 2019 3. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on September 6, 2019 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 August 14, 2019 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, August 14, 2019 Regular Meeting of the Promotional Coordinating Committee CALL TO ORDER A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on Wednesday, August 14, 2019 at 5:30 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Vice Chair Matteson. ROLL CALL Present: Committee Members Melissa Godsey, Daniel Levi, John Thomas and Bruce Skidmore, Vice Chair Dana Matteson Absent: Committee Members Ryan Heath and Chair Zoya Dixon Staff: Tourism Manager Molly Cano and Teresa Purrington, City Clerk PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None --End of Public Comment-- CONSENT ITEMS C.1 Minutes of the Meeting on July 10, 2019 C.2 2019-20 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 Activity Report C.7 TOT Report Public Comment None DRAFT Minutes – Promotional Coordinating Committee Meeting of August 14, 2019 Page 2 --End of Public Comment-- ACTION: MOTION BY MEMBER LEVI, SECONDED BY MEMBER SKIDMORE, CARRIED 5-0-2 (Member Heath and Chair Dixson absent), to approve the consent agenda items C1 through C7. PRESENTATIONS 1. SLO Chamber of Commerce Year-End Report SLO Chamber of Commerce Visitor Center Communications and Business Education Director Jacqui Clark-Charlesworth, presented monthly report. Public Comment None --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. Banner Project Update Tourism Manager Molly Cano gave an update on the Downtown Banner project, the Railroad Square Banner project and the style guide for other banner projects in the future. Public Comment None --End of Public Comment-- No action was taken on this item. 2. Community Placemaking and Beautification Projects The Committee continued discussing placemaking and beautification projects and provided their feedback/ideas received from their discussions with other residents, businesses and organizations. Public Comment None --End of Public Comment-- DRAFT Minutes – Promotional Coordinating Committee Meeting of August 14, 2019 Page 3 No action was taken on this item. Discussions to continue at next meeting. PCC LIAISON REPORTS AND COMMUNICATION 1. Grants-in-Aid (GIA) Update Member Thomas indicated he met with Greek Festival coordinator regarding the attendance at the event which exceeded projections on all days. 2. Tourism Business Improvement District (TBID) Board Report Member Skidmore reviewed the TBID Board meeting of August 14, 2019. 3. Tourism Program Update Tourism Manager Cano presented an update on the recent and upcoming Tourism Program activities, including: Announcing that Chair Zoya will be resigning from the Committee Working on the Strategic Communications Plan Conference Center Feasibility Study Cal Poly presentations Events application process Photos of IPW event ADJOURNMENT The meeting was adjourned at 7:02 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, September 11, 2019 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/2019 Community Promotions Budget 2019-20 Budget 2019-20 Amount Budget 405,302$ 2018-19 Encumbrances Returned Funds (GIA) Total Budget 405,302$ Expenditure Last Updated 9/6/2019 Expenditure Allocated Expended Available Balance Contractor Grants-in-Aid Funding 100,000$ GIA Recipients Grants-in-Aid Promotional Support Contract 30,000$ Chamber of Commerce Community Placemaking & Beautification Projects 50,000$ Various SLO Happenings Program 15,000$ Matchfire General Contract Services 2,400$ Various Visitors Center 119,600$ Chamber of Commerce PR Contract 34,000$ Chamber of Commerce Communications Plan Consultant Services 2,000$ Jennifer Sweeny Consulting Downtown Maps 9,000$ Chamber of Commerce Support Cost 5,000$ City Administration Administration 38,302$ City Administration Total 405,302$ -$ -$ Funds Remaining -$ -$ Report to City of SLO – TBID and PCC Public Relations Contract August 2019 Media/Community Relations 1) Attended Visit SLO CAL Marketing Committee Meeting & participated in PR discussion 2) Continued working on 2019-20 PR Communications Strategy 3) Began pitching TBID’s promotion ‘Sip, Stay & Save’ to media and digital influencers for a fall FAM activation 4) Worked with SLO Coast Wine to host and meet Mark Anderson on assignment for Shakers Magazine 5) Connected with Tanvi Chheda on assignment with Travel + Leisure for an October visit 6) Continued planning Winter FAM activation with Hotel SLO & Hotel Cerro’s teams. 7) Began planning Visit CA Gold Pass itinerary for writer on assignment with AFAR & JustLuxe 8) Sent suggested itineraries to Charles Anyiam, editor-in-chief of the African Times-USA 9) Met with Jessica Yadegaran, writer & editor for Bay Area News Group’s ‘Eat, Drink, Play’ 10) Continued planning Kate Retherford’s, @allthingskate trip to SLO in October 11) Continued working with The Kinney’s team to plan fall FAM 12) Connected with Seattle writer, Rick Rosner’s on assignment for 425 and South Sound Magazine. 13) Met with Anne Roderique-Jones for a piece titled “SLO Stays, Three Ways” for Enterprise Pursuits and Shermans Travel. 14) Sent out August/September events release to local and regional media outlets 15) Pitched numerous restaurants and hotels for a Travel Awaits train travel feature in partnership with Visit SLO CAL 16) Pitched SLO to the New York Times for an extended summer story 17) Pitched hotel packages for VISIT SLO CAL’s Canada Media Mission 18) Pitched an inaugural Uptown SLO Pop Up hosted by the Butler Hotel to local media and community groups Report to City of SLO – TBID and PCC Public Relations Contract August 2019 19) Continued conversations with Cision to determine options for new reporting in PR strategy 20) Pitched the following content for Visit California’s Story Ideas. o How to Spend Halloween California-Style I. Trick-or-Treating in the heart of San Luis Obispo II. Fall harvest yields endless opportunity for food and drink in San Luis Obispo III. Fall Family Friendly Events in San Luis Obispo IV. Zombies are in San Luis Obispo! Either run to survive or prepare to fight. V. Listen to tales and watch movies that will chill your spine in San Luis Obispo VI. Pumpkin patches, corn mazes, and scarecrow contests in San Luis Obispo 21) Continued to work with the city, AMF and Matchfire on overall tourism marketing campaign. Media Placements 1. 18 Family-Friendly Destinations You'll Love at Any Age Brit + Co included San Luis Obispo in their roundup of family-friendly destinations, specifically naming the town’s low-key atmosphere and The Kinney SLO as a place to stay. The piece specifically noted the heated pool, sun deck and pub with family-friendly games. UVPM: 10.2M 2. Santa Barbara to Monterey: How to Spend an Epic Long Weekend Along California’s Highway 1 From Press featured San Luis Obispo as a key stopping point on a California coastal road trip. Among the must-dos were dining at our well- known BBQ restaurants, strolling through Farmers’ Market & hiking Cerro San Luis among other trails in the city. UVPM: 8.7K Report to City of SLO – TBID and PCC Public Relations Contract August 2019 3. The 6 Most Scenic Amtrak Train Routes Oyster touts the Pacific Surfliner journey from San Luis Obispo to San Diego as a “short and sweet train route” and suggest staying at the Best Western Royal Oak Hotel. UVPM: 1.45M 4. 7 Pacific Coast Stops To Make While Riding The Coast Starlight Travel Awaits included hotels and restaurants we pitched to them for this train travel piece. The story also noted the walkable and lively downtown as well as the hiking trails, wineries and college town vibe. 5. Hitting the Road We provided photos and detailed information on Hotel SLO and Hotel Cerro to CSQ Magazine which they included in their roundup of what’s new on the coast of California. Another notable San Luis Obispo mentions were Tolosa winery and its new Perinet Tasting Experience. UVPM: 10K 6. Fall Road Trip: California’s Central Coast AARP touts SLO’s slow pace, historic district and suggest multiple activities including attending Farmers’ Market, happy hour at Central Coast Brewing, eating cake at Madonna and staying at Apple Farm Inn. UVPM: 68K Report to City of SLO – TBID and PCC Public Relations Contract August 2019 7. Quilt Sampler Magazine Better Homes & Garden’s Quilt Sampler Magazine featured a five-page spread on Picking Daisies as a top-10 shop in the country. The story included multiple photos of the Creamery Marketplace located shop as well as the fabric store’s unique offerings and beginnings in SLO. The piece also called out SLO as one of America’s happiest places, including other business in the Creamery, the Farmers’ Market and Madonna Inn as places to check out when visiting. UVPM: 30.3K UVPM: 8. Where to Eat & Drink Between Los Angeles and San Francisco Chowhound includes SLO’s Santa Maria style BBQ and Madonna Inn’s Gold Rush Steak House as their top meal picks in San Luis Obispo and suggests a stay at the inn as well. UVPM: 10.2M 9. Become a Connoisseur in California Wine Country Visit California included 101 Wine and Breakaway Wine Tours in their feature on wine education experiences throughout the state. UVPM: 1K Report to City of SLO – TBID and PCC Public Relations Contract August 2019 10. 10 Top Farmers Markets Visit California included San Luis Obispo in their roundup of the best ten farmers’ markets in the state. The story calls the downtown market “a sensory treasure trove, with amazing sights, smells, sounds, and of course tastes.” UVPM: 1K 11. The 7 best spots for photos in SLO County, according to Instagram The Tribune reported on the top spots among thousands that both locals and visitors have shared on Instagram. Included on the list of the top seven are Bubblegum Alley and Madonna Inn. UVPM: 850K 12. Hotel Cerro: The Central Coast’s New “Green” Jewel in California Jetsetterblog posted about Hotel Cerro’s impending opening, calling the groundbreaking new hotel a “game- changer for San Luis Obispo in more ways than one”. It included design highlights with a nod toward the building’s historic roots, eco-conscious details and LEED Silver specifications. UVPM: 10K Report to City of SLO – TBID and PCC Public Relations Contract August 2019 13. DOWN THE MIDDLE: CENTRAL COAST TRAVEL GUIDE Zia Domic is a LA digital influencer who recapped her trip to SLO on her blog, the Hunter Collector highlighting her family’s stay at the Kinney and their quick road trip to SLO. UVPM: 5K 14. Cuisineist, a husband and wife sommelier team posted two rave reviews of San Luis Obispo dining experiences. i. Ciopinot, A Place Where Pinot Noir and Sea-Food are a Perfect Match ii. Buona Tavola in San Luis Obispo UVPM: 46.2K Events: 15. California Wine Month Kicks Off in September with Celebrations Across the State The Wine Institute included Downtown SLO’s Sip ‘n Saunter in their statewide compilation of Wine Month events. The story was picked up by multiple KLKN affiliates, Cal Travel & other wine tourism sites. UVPM: 23M 16. Fremont Theater movie nights benefit school district New Times reported on Fremont Theater’s Back to School Movie Nights benefitting the San Luis Coastal Unified School District. UVPM: 26K Report to City of SLO – TBID and PCC Public Relations Contract August 2019 17. Things to do on the Central Coast The Lompoc Record tells readers the music, food and people watching at the weekly SLO Farmers’ Market makes the drive worth it. UVPM: 247.7K 18. SLO Rep presents Greater Tuna New Times shared a synopsis of SLO Repertory Theatre’s running of the Off Broadway hit, Greater Tuna along with ticketing information. UVPM: 26K Grants-in-Aid Marketing Support August 2019 Report Organization Event EC PR PC VC SM MTG ES ST HD TT DS Associated Quilt Guilds of the Central Coast (AQGCC)Seven Sisters Quilt Show X Cal Poly Corporation on behalf of Cal Poly Arts 2019-20 Broadway Series X X X Canzona Women's Ensemble Canzona Women's Ensemble Concerts X Central Coast Ag Network, dba City Farm SLO and (until 2019) as Central Coast Grown City Farm SLO Fall Harvest Festival X Central Coast Autism Spectrum Center Zombie Invasion SLO Downtown SLO 24th Annual Concerts in the Plaza X X X X X X X D X D Ecologistics, Inc./ R.A.C.E. Matters BELONGING X Foundation for the Performing Arts Center Family Day at the PAC History Revisited 35th Annual Central Coast Renaissance Festival X X D X X D X D D X Loving Farm Animal Sanctuary Central Coast VegFest Mission College Prep Love SLO Opera San Luis Obispo South Pacific: A City Wide Arts Collaboration Orchestra Novo 5th Annual POPS ON! Labor Day Weekend Concert X X D X X X X D X X San Luis Obispo Master Chorale Series of Concerts Accompanied by Lectures San Luis Obispo Railroad Museum Central Coast Railroad Festival San Luis Obispo Repertory Theatre SLO Repertory Theatre 2019-2020 Season X X X X X X San Luis Obispo Vocal Arts Ensemble "The Feast of Lights" Choral Concert by the Award- Winning Vocal Arts SLO Blues Society SLO Blues Society Dance Concerts SLO Classical Academy An Evening with Chris Burkard X Spokes Spokes Nonprofit Symposium X X St. Andrews Greek Orthodox Church San Luis Obispo Greek Festival X X The Central Coast Shakespeare Festival Shakespeare Under the Stars X X X X X D X D D X The Monday Clubhouse Conservancy The Monday Club - Women's Vote Centennial United Way of San Luis Obispo Flavors of SLO Wilshire Hospice Dia de los Muertos X Black is current month, gray is past work Boxes marked with "D" indicate that recipients knew about service and declined to utilize. 25 Total; 14 served to date or in progress EC- Confirmed/added event(s) in local Event Calendars, including: SLO CAL, SLO Chamber, SLO Happenings PR- Included event(s) in seasonal Press Release sent to local/regional media outlets PC- Spoke with recipient(s) via Phone Call to review/discuss promotional opportunities and answer questions VC- Prominently displayed printed promotional materials in Visitor Center; brochures, posters, etc. SM- Promoted event(s) on SLO Chamber Social Media channels via press release from recipients MTG- Met with Groups in person and offered public relations advice and support ES - Included Event(s) in monthly Event Sheet distributed digitally to local hotels. ST- Sold/are currently selling Tickets for event(s) through the Visitor Center HD - Included printed promotional material in Hotel Distribution TT - Recipient participated in Ticket Tuesday DS - Recipient Declined Services Report to City of SLO – PCC Visitor Services Contract August 2019 Visitor Interaction August 2018 July 2019 August 2019 Walk-ins 5,833 6,481 6,097 Farmers’ Market* 2,000 1,500 2,000 Phone calls 594 513 588 Emails 462 571 547 *estimate without people counter Visitor Center Highlights • Training session with staff on this year’s GIA recipients. • Farmers’ Market booth every Thursday. • Enjoyed helping every guest that walked through our door. Demographic Snapshot International travelers 542 Asia 1% Africa 0% Europe 37% Australia/New Zealand 18% United Kingdom 39% North America 3% South America 2% Domestic travelers (outside of CA.) 670 West 11% West Coast 27% East Coast 21% Southwest 14% Midwest 22% South 5% California travelers 1,679 Northern CA 30% Southern CA 29% Central Coast 37% Central Valley 3% Desert 1% Calendar of Events August 2019 September 2019 Events in calendar 352 233 SLO Happenings | Monthly Report: August 2019 In August, we continued to build out the SLO Happenings calendar with over 944 events and 33 new events added for the month. Weekly calendar optimization ensured events were properly represented on the site and that all key SLO events were included. Social Highlights + Performance Ticket Tuesday Total Entries Total Likes Total Reach Wine Class at SLO Provisions 48 189 3,821 Boots + Brews 127 312 6,386 5th Annual Pops ON!31 208 4,684 Cal Poly Football Season Opening Game 23 170 3,397 Total 229 879 18,288 Website Highlights + Performance In August, we continued to see great engagement metrics for our SLO Happenings content and are happy to report that we are still seeing increases in overall engagement month-to-month. We saw a very positive lift in our “Ticket Tuesday” content with a 4% increase in total entries. Month-to-month ”Ticket Tuesday” stats vary based on the event that is being given away, so it is very encouraging to continue to see our audience so excited week after week. The SLO Happenings event calendar remained within the top 5 most visited pages on SanLuisObispoVacations.com with 1,876 pageviews. Top 5 most visited events: -Cali Auto Fest -Sip ‘n Saunter -Paella Party on the Patio -Brews + Bites -Boots + Brews Email Highlights + Performance Summary The SLO Happenings email template was revamped in August to include new ShareSLO creative and to enhance the mobile experience. The email was sent on 8/8 featuring SLO’s August events around town. Open rate was above industry standard which is 20%. -Delivered: 6,128 -Open Rate: 25.6% -Clicks: 218 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 Change +/- July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 874,775$ 900,365$ 2.9% August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ 815,225$ -100.0% September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ 696,113$ -100.0% October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 613,045$ 704,568$ -100.0% November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 565,129$ -100.0% December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ 491,517$ -100.0% January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,461$ 468,705$ -100.0% February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ 526,793$ -100.0% March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,221$ 606,841$ -100.0% April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 653,881$ 751,077$ -100.0% May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 626,025$ 688,231$ -100.0% June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 795,368$ 843,999$ -100.0% Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,498,864$ 8,032,974$ -100.0% 7,875,000$ 2018-19 2019-20 Change +/-2018-19 2019-20 Change +/-2018-19 2019-20 Change +/- July 85.2 80.1 -6.1 175.2 186.7 6.6 149.2 149.5 0.1 August 81.3 166.5 135.4 September 72.3 163.1 117.9 October 72.7 151.2 109.9 November 67.7 143.0 96.7 December 59.1 135.2 79.9 January 59.3 125.9 74.6 February 66.4 140.5 93.3 March 68.0 142.8 97.1 April 76.4 161.2 123.2 May 66.1 155.7 102.9 June 75.0 182.7 137.1 Total/Average 70.80 80.08 -6.1 153.58 186.72 6.6 109.77 149.53 0.1 Occupancy ADR TOT Comparison RevPAR*Figures from Smith Travel Research Report DRAFT Minutes – Promotional Coordinating Committee Special Meeting of August 13, 2019 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, August 13, 2019 Special Meeting of the Promotional Coordinating Committee CALL TO ORDER A Special Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on Tuesday, August 13, 2019 at 4:30 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Vice Chair Matteson. ROLL CALL Present: Committee Members Daniel Levi, John Thomas and Bruce Skidmore, Vice Chair Dana Matteson Absent: Committee Members Ryan Heath, Melissa Godsey and Chair Zoya Dixon Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns BUSINESS ITEMS 1. Cultural Grants-In-Aid 2019-20 Recipient Workshop The committee held a GIA Workshop for all 2019-20 grant recipients to go over the grant requirements, the promotional support offerings, and a meet-and-greet with the team members. Public Comment None --End of Public Comment-- No action was taken on this item. ADJOURNMENT The meeting was adjourned at 6:00 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, September 11, 2019 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/2019 J T: 805.786.2770 JACQUI@SLOCHAMBER.ORG City of San Luis Obispo Public Relations Strategic Plan 2019-20 PREPARED FOR: City of San Luis Obispo Public Relations Strategic Plan 2019-20 2 STRATEGIC APPROACH This plan lays the foundation for the next year of earned media success for the Public Relations activities for the city of San Luis Obispo. While this plan and its supporting documents are the roadmap to success for SLO’s PR strategy, it should be recognized that the backdrop for media relations is continually changing and the opportunity for SLO’s PR team to be nimble and pivot when necessary is an asset. The public relations program will share the story of the unique offerings San Luis Obispo has for both residents and visitors by highlighting the character of the community and why locals love to call SLO home. This includes the promotion of community events and the sharing of distinctive experiences which set the San Luis Obispo community apart from other destinations. New developments in the city, expansions and renovations, key partnerships and events will guide our public relations storytelling in 2019-20. We will position San Luis Obispo as a lively university town in the heart of the Central Coast and the ideal place to experience excellent dining, disconnect while reconnecting with loved ones, discover our wine country and immerse in arts and culture. Additionally, as our fly markets grow, we will continue to assess awareness of San Luis Obispo in connecting destinations, while continuously focusing on easily accessible drive markets. Public Relations and earned media are valuable channels to reach potential visitors to San Luis Obispo and a vital part of a strategic communications plan. Credible third-party editorial content in the form of print and social media stories are effective ways to reach potential visitors and are valuable channels in telling story of SLO. We will pitch publications in our target west-coast market that hold a high level of credibility with the public. Audiences tend to view media placements as unbiased and as providing powerful endorsements of a destination. Earned, editorial coverage is designed to inspire its audience to take the next step to discover more about the city of San Luis Obispo. It is important that San Luis Obispo is top of mind when consumers are looking to travel. Additionally, we have taken into consideration the following trends in the travel industry that will help inform our overall storytelling for 2019-20: Wellness: According to the Global Wellness Institute, wellness motivated travel could reach upwards of 1 billion trips in 2019. Society is asking more and more for health and wellness in their lives and it is motivating where people travel so they can immerse themselves in the experience. Travelers are looking to unplug from technology, connect with nature and pamper their mind, body and spirit on holiday. Farm to Table 2.0: The farm to table trend is not new, but food still motivates travel. Also known as gastro-tourism, this trend is defined by travel in the pursuit of unique food and beverage experiences. Everybody must eat and experiences with local fare help create a lasting impression of a destination. This can include anything from consumer involvement in the food sourcing process to an educational meal hosted by the chef, as long as the experience feels special. Multigenerational travel: According to the 2019 Virtuoso Luxe Report – a survey of more than 1,000 Virtuoso travel advisors – multigenerational travel is this year’s top vacation trend. Multigenerational travel is defined as a leisure trip where at least three generations from the City of San Luis Obispo Public Relations Strategic Plan 2019-20 3 same family are travelling together. Many travelers reported that spending time with loved ones is the most important factor when planning a trip. Taking these top travel trends into consideration, SLO will ensure our family, outdoor and culinary key messages are featured prominently in all our storytelling. As these messages are core to the destination, we imagine a seamless integration and the ability to tap into our local partnerships to highlight all San Luis Obispo has to offer. Objectives 1. Promote San Luis Obispo as a destination to live, play and stay driving visitation and delivering economic impact. 2. Build consumer awareness serving as the voice of SLO by amplifying the destination brand and reaching audiences locally, regionally and nationally. 3. Communicate the vitality and character of San Luis Obispo and the community. Target Audience Consumers falling into our visitor profiles seeking leisure travel range from millennials to baby boomers, in defined key travel markets (Los Angeles, San Francisco, Seattle), as well as those with special interests such as food and wine, outdoor activities and arts and culture. Central Coast residents’ looking to rediscover what is in their backyard and learn about events and new happenings within their community. Target Media Audience SLO’s public relations strategy is focused on securing placements across digital and print media channels in its target markets. Digital influencers are also a crucial piece of the media mix given their ability to share aspirational messaging in real time to appropriate niche audiences. Lifestyle, business and news media are all appropriate targets for SLO’s PR activities and will be prioritized by several criteria: Target Media Audience Objectives 1. Niche publications by pillar 1, 2 2. Digital Influencers 2, 3 3. Feeder Market publications 1, 2 4. Central Coast publications 1, 3 5. National Travel & Lifestyle 1, 2 IMPLEMENTATION Develop Editorial Calendar Taking into consideration diverse media interests and trends within target media, an official editorial calendar will outline when and what content is needed throughout the year. This organized method will provide ample lead-time to create content or develop assets for pitches, press releases, events, building City of San Luis Obispo Public Relations Strategic Plan 2019-20 4 itineraries etc. The editorial calendar is meant to complement the TBID’s marketing plan as well as partner activities and community events to ensure overall efficiency and benefit. Deliverable: Curate an editorial calendar that aligns with marketing efforts and provides an at-a- glance view of the year’s activities Timeline: October 2019 Launch the SLO Media Center As creating awareness of San Luis Obispo is a priority of the public relations strategy, it is imperative that the media center has the latest destination information. The media center on VisitSLO.com will serve as a resource in proactive outreach as well as for responding to media inquiries. It will be updated quarterly with top press mentions as well as hosting story ideas, press releases, itineraries, a media intake form and key messages. Deliverable: Work with marketing agency, Matchfire to build out Media Center on new VisitSLO.com website Timeline: November 2019 Update Key Messages Based on SLO’s defined pillars and key messages already in place, we will work to update and improve upon the current key destination messaging. These pillars represent the core of San Luis Obispo and guide the storytelling used in public relations. Pillars/Key Messages: o Culinary o Beer/Wine o Cal Poly o Family o Outdoor o Cultural Deliverable: Confirm updated key messaging Timeline: October 2019 Develop Target Media List This list will be informed by our defined target media list and will include a mix of print publications, both digital and online. We will also work with our DMO partners to ensure there is minimal duplication in our pitching efforts. Deliverable: Pull together list of 70-80 outlets that fit in our target media audience Timeline: September 2019 City of San Luis Obispo Public Relations Strategic Plan 2019-20 5 Story Ideas & Press Releases Hosting evergreen story ideas on the media center will ensure consistent brand messaging. General press releases as well as event releases sent to targeted media will also be available in the media center to ensure up to date information on San Luis Obispo is readily available. Deliverable: Posted on media center and on hand for responsive leads Timeline: September 2019 PROACTIVE MEDIA OUTREACH At its core, San Luis Obispo’s public relations program will showcase the city’s abundance of activities, one-of-a-kind experiences and vital and engaging community. SLO’s PR team will act as a resource by sharing story ideas, creating unique content and assets and engaging both traditional and social media through an array of media relations tactics. SLO’s public relations program both amplifies consumer-marketing efforts and reaches audiences beyond the scope of paid efforts to promote the SLO brand. In addition, successful public relations will build relationships between SLO, its tourism partners, local businesses and the general public. Content Pitching With the media landscape constantly changing, SLO’s efforts in public relations are informed by trends in consumer travel and by our key messages. Throughout the year, we will be pitching San Luis Obispo to a variety of editors and freelancers on our targeted media list. This will include event releases as well as story ideas defined by key messages, travel trends and news hooks. This proactive work is in combination with responsive content pitching. Deliverable: Press releases are sent to targeted media 2-3 times per quarter with responsive lead opportunities coming in daily. Timeline: Quarterly Press Visits & FAMS There is no substitute for experiencing San Luis Obispo firsthand. Press trips play a major role in generating editorial placements that tell the San Luis Obispo story and showcase our key messages. These placements inspire travel and educate consumers on the destination. Deliverable: Secure 5-6 individual media visits Timeline: Throughout 2019-20 Digital Influencer Hosting As the digital influencer-sphere is growing, we have dedicated more attention to these content creators. The public relations team has taken the lead with SLO’s digital influencer strategy and has found success in the authentic relationship building that defines its approach. We will form partnerships with digital influencers that are relevant to the SLO brand, resonate with our target audience and have a desired reach on their platform(s). City of San Luis Obispo Public Relations Strategic Plan 2019-20 6 Deliverable: Secure 5-6 digital influencer partnerships Timeline: Throughout 2019-20 RESPONSIVE LEADS A good responsive strategy takes work, consideration and preparation. The reputation and standing of the SLO Chamber of Commerce makes it a natural partner for SLO’s tourism PR efforts as media regularly reach out to the Chamber for destination and visitor information. The efficiency and accuracy of delivering information on San Luis Obispo to media is vital in positioning ourselves as the expert for the destination. Having defined information on hand will also guarantee we are prepared to submit pitches to the 3x daily HARO service should a request fit in with our target audience and overall strategy. Leveraging Partnerships Visit California: San Luis Obispo will leverage the large international megaphone that belongs to Visit California by participating in its PR programs. SLO will regularly submit content to Visit California’s editorial board, participate in Visit California-led press trips, share content on Visit California’s social media channels and attend domestic media marketplaces. Central Coast Tourism Council: SLO will leverage the Central Coast Tourism Council’s growing reach by participating in its PR efforts and positioning the destination as the heart of the Central Coast. Visit SLO CAL: SLO will leverage the national and international reach of Visit SLO CAL by partnering closely with their PR team and participating in their PR programs. SLO will regularly submit content to Visit SLO CAL’s editorial board, participate in Visit SLO CAL-led press trips and represent through their channels San Luis Obispo as the heart of SLO CAL. SLO Coast Wine Collective: Understanding that the budding wine region is a flourishing aspect of our destination, SLO will work with SLO Coast Wine’s team on telling that story and publicizing the destination together. Cal Poly: Cal Poly is not only one of the community’s largest economic drivers, but also a huge draw for visitors whether they be families of students or those seeking the university’s many cultural offerings. Through our built-in relationship with Cal Poly, we are able to work with them to get in front of additional audiences. MINDBODY: SLO has a great relationship with MINDBODY’s PR team that we will continue to grow through our joint interest in representing San Luis Obispo as a wellness destination, in addition to highlighting our community as one where start-ups such as MINDBODY thrive. SLO Lodging Properties: SLO will work with the city’s lodging partners and their PR teams to lead the destination portion of any hosted media or FAMS. As there is a shared interest for success of both promoting the hotels and the destination, this partnership is built in but also tactical in its approach. Events While the current PR strategy does not have attending press events as a tactic, the team will remain open to opportunities as they come and assess participation on a case by case basis. City of San Luis Obispo Public Relations Strategic Plan 2019-20 7 MEASURING SUCCESS Develop a system of regular reporting and stakeholder feedback. Monthly written reports of PR activities and media placements with quarterly presentations to TBID and monthly presentations to PCC. Delivery of all aspects of strategic plan within 2019-20 timeline. The public relations team is currently vetting new metrics for reporting through the media monitoring service we utilize, Cision. Applica tion # Event Organization Event (s) Event Date(s) Main Contact/Contract Contact 2019‐20 Funding Recommendation PCC Comments & Notes PCC Liason 1 Associated Quilt Guilds of the Central Coast (AQGCC) Seven Sisters Quilt Show June 27 & 28, 2020 Cheryl Zelus $ 5,000.00 toward prioritized list Dana 2 Cal Poly Corporation on behalf of Cal Poly Arts 2019‐20 Broadway Series 12/1/19, 1/14/20, 1/15/20, 4/9/20, 5/13/20, 6/7/20 Denise Leader Stoeber $ 6,000.00 toward media plan a minimum of $1000 per show John 3 Canzona Women's Ensemble Canzona Women's Ensemble Concerts November 2019 & March 2020 Jill Whaley $ 1,000.00 toward media plan not the prioritized list Zoya 4 Central Coast Ag Network, dba City Farm SLO and (until 2019) as Central Coast Grown City Farm SLO Fall Harvest Festival Sunday, October 20, 2019 Steven Marx $ 1,000.00 toward media plan Dan 5 Central Coast Autism Spectrum Center Zombie Invasion SLO Saturday, October 26, 2019 Irene Huggins $ 2,500.00 toward media plan Bruce 6 Downtown SLO 24th Annual Concerts in the Plaza 6/14, 6/21, 6/28, 7/5, 7/12, 7/19, 7/26, 8/2, 8/9, 8/23, 8/30, 9/6, 9/13 Niesha Diaz $ 4,894.00 towards the prioritized list Dana 7 Ecologistics, Inc./ R.A.C.E. Matters BELONGING February 1‐28, 2020 Stacey Hunt $ 7,500.00 funding as requested Zoya 8 Foundation for the Performing Arts Center Family Day at the PAC Apr‐20 Erika Neel $ 3,500.00 toward media plan Dana 9 History Revisited 35th Annual Central Coast Renaissance Festival July 20 & 21, 2019 Rick Smith $ 4,500.00 toward prioritized list Dan 10 Loving Farm Animal Sanctuary Central Coast VegFest Saturday, April 4, 2020 Tracey Soucy $ 5,000.00 toward media plan Melissa 11 Mission College Prep Love SLO Saturday, March 14, 2020 Chris Blake $ 7,250.00 funding as requested Dan 12 Opera San Luis Obispo South Pacific: A City Wide Arts Collaboration October 12 & 13, 2019 Brian Asher Alhadeff $ 3,000.00 toward the prioritized list; committee requested that org fill in historical numbers for the application in the future John 13 Orchestra Novo 5th Annual POPS ON! Labor Day Weekend Concert Sunday, September 1, 2019 Sarah Maggelet $ 2,500.00 toward prioritized list Ryan 14 San Luis Obispo Master Chorale Series of Concerts Accompanied by Lectures November 2019 ‐ April 2020 Clifton Swanson $ 2,400.00 toward prioritized list Zoya 15 San Luis Obispo Railroad Museum Central Coast Railroad Festival October 4,5,6 2019 Saphya Lotery $ 5,000.00 toward out of market advertising Bruce 16 San Luis Obispo Repertory Theatre SLO Repertory Theatre 2019‐2020 Season July 1, 2019 ‐ June 30, 2020 Patty Thayer $ 7,000.00 toward prioritized list Dana 17 San Luis Obispo Vocal Arts Ensemble "The Feast of Lights" Choral Concert by the Award‐Winning Vocal Arts December 7 & 8, 2019 Sarah Maggelet $ 2,500.00 toward prioritized list excluding direct mail postcards Melissa 18 SLO Blues Society SLO Blues Society Dance Concerts October & December, 2019 January & February 2020 Michael Inase $ 2,778.00 funding as requested Dan 19 SLO Classical Academy An Evening with Chris Burkard TBD (Friday /Saturday evening in Feb. or March 2020) Cozy Faber $ 3,500.00 toward the prioritized list; committee requested that org fill in historical numbers for the application in the future Melissa 20 Spokes Spokes Nonprofit Symposium Tuesday, September 24, 2019 Consuelo Meux $ 1,600.00 for local non‐profit targeted advertising including mailing, social & newspaper John 21 St. Andrews Greek Orthodox Church San Luis Obispo Greek Festival May 29, 30, 31, 2020 Michael Stevens $ 4,600.00 towards prioritized list John 2019‐20 GIA Recipients 22 The Central Coast Shakespeare Festival Shakespeare Under the Stars July 11 ‐ August 3, 2019 Zoe Saba $ 4,000.00 toward prioritized list specifically the out of county components Ryan 23 The Monday Clubhouse Conservancy The Monday Club ‐ Women's Vote Centennial October 14‐19, 2019 Jennifer Alderman $ 1,594.00 for exterior banner + advertising plan Melissa 24 United Way of San Luis Obispo Flavors of SLO Thursday, May 2, 2019 Linda Wingert $ 5,000.00 Toward prioritized list specifically for local/regional focus, should not to be used for sunset AAA event calendar Ryan 25 Wilshire Hospice Dia de los Muertos Saturday, November 2, 2019 Jessica Mello $ 6,384.00 towards prioritized list Bruce $ 100,000.00 DRAFT Minutes – Tourism Business Improvement District Board Meeting of 8/14/2019 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, August 14, 2019 Special Meeting of the Tourism Business Improvement District Board CALL TO ORDER The regular meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on Wednesday, August 14, 2019 2019 at 9:59 a.m. in The Kinney’s Gallery Room, located at 1800 Monterey Street, San Luis Obispo, California, by Chair Bruce Skidmore. ROLL CALL Present: Chair Bruce Skidmore and Board Members Nipool Patel (departed 11:22 p.m.) Dean Hutton, LeBren Young-Harris (arrived at 10:02 a.m.), Kristen Battaglia Absent: Pragna Patel-Mueller Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. CONSENT ITEMS C.1 Minutes of Meeting on Wednesday, June 12, 2019 C.2 Smith Travel Report C.3 SLO Chamber Public Relations Activities Report C.4 AMF + Matchfire Marketing Services Report C.5 SLO Chamber Guest Services Report C.6 Transient Occupancy Tax (TOT) Report C.7 Notice of Unscheduled Vacancy – Matthew Wilkins Public Comment None. --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER HUTTON, SECONDED BY COMMITTEE MEMBER PATEL, CARRIED 5-0-2, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 7. PRESENTATIONS 1. REVIEW OF APPROVED 2019-20 MARKETING PLAN Agency representatives presented a review of the approved 2019-20 Marketing Plan with emphasis on updated personas and budget allocations within the media strategy. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 8/14/2019 Pg. 2 Public Comment None. --End of Public Comment-- No action was taken on presentation items. BUSINESS ITEMS 1. 2019 FALL SEASONAL PROMOTION CAMPAIGN Agency representatives from AMF and Matchfire presented the Marketing Committee’s recommended 2019 Fall promotion campaign for board review and action. Board members discussed the components of the promotion and Tourism Manager Cano reviewed the earmarked funds with SLO Coast Wine Collective as an added promotional partnership benefit. Public Comments: Constituent John Conner of Petit Soleil. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER BATTAGLIA, CARRIED 5-0-1, to move forward with the presented promotion and approve the release of carryover funds for promotion use. ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER HARRIS, CARRIED 5-0-1, to utilize the $7,600 earmarked funds within the SLO Coast Wine Collective contract for promotion use. 2. 2018-19 TBID ANNUAL REPORT PREPARATION The Board reviewed the annual report timeline and components presented by Tourism Manager Cano. Staff will present the draft 2018-19 Annual Report at the regular September board meeting. Public Comments: Constituent John Conner of Petit Soleil. ---End of Public Comments--- 3. COUNTYWIDE TOURISM MARKETING DISTRICT RENEWAL PROCESS Tourism Manager Cano walked members board members through a discussion of the process, role and strategy for SLO TBID involvement in the TMD renewal. Board members provided direction to request a special meeting for Visit SLO CAL to present and educate SLO TBID constituents. Public Comments: Constituent John Conner of Petit Soleil. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 8/14/2019 Pg. 3 ---End of Public Comments--- TBID LIAISON REPORTS AND COMMUNICATION 1. Hotelier Update – None. 2. Management Committee Update - None. 3. Marketing Committee Update – August 7, 2019 minutes are in the packet for review. 4. PCC Update – August 6, 2019 minutes in packet for review. 5. SLO CAL Update – Tourism Manager Cano; Visit SLO CAL Activity Report & STR in agenda packet. 6. Tourism Program Update – Tourism Manager Cano reported on the following: • VisitSLO.com status • Public Relations Contract work • New Board Member will be sworn in a the September 11, 2019 meeting • Conference Center Feasibility Study • Strategic Partners • Upcoming TBID Meetings: ➢ Marketing Committee on Wednesday, September 4th, 2019 at 10:30 a.m. ➢ Management Committee on Thursday, September 5th, 2019 at 10:00 a.m. ➢ Board Meeting on Wednesday, September 11th, 2019 at 10:00 a.m. ADJOURNMENT The meeting was adjourned at 11:59 a.m. The next Tourism Business Improvement District Board meeting is scheduled for Wednesday, September 11, 2019 at 10:00 a.m., at City Hall, 990 Palm Street, San Luis Obispo, CA. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX