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Unincorporated San Luis Obispo County Tourism Business Improvement District (CBID)

Local Fund Area Support Guidelines & Application

Updated: April 2017

We appreciate your interest in partnering with our Local Fund Area (LFA) for support for your organization’s

event. We are pleased to receive your application for review, and look forward to learning more about your event,

and how it will bring tourists to our area, which is our primary mission.

The Local Fund Areas (LFAs) support events and projects that are directly related to an increase in lodging (overnight stays, length of stay and return visits) within the unincorporated CBID regions: San Simeon Los Osos/Baywood/Unincorporated Morro Bay Cambria Nipomo/Oceano Cayucos Arroyo Grande Unincorporated/San Luis Obispo Unincorporated Avila Beach

As a public entity, we must adhere to certain standards as we consider each request. If the LFA board chooses to

support your funding application, the CBID Advisory Board will then review each application, and will provide the

final approval to support or deny funding requests. Funding requests under $4,999 will be reviewed by a sub-

committee of the CBID Advisory Board consisting of the Chair, Vice-Chair and CAO, and this sub-committee has the

authority to approve, deny or bring to the full CBID Advisory board for approval. All funding applications are

reviewed and approved at the next available CBID Advisory Board meeting following the LFA board meeting.

Funding applications must be submitted to LFA board a minimum of 120 days prior to the event date, and a

minimum of 14 days before the LFA board meeting date.

Criteria for Application Consideration:

Economic Impact: Your project or event will need to support how it will bring in additional room nights, with a goal of delivering a minimum of 50% of attendees from outside of SLO County

Marketing: Reach outside of SLO County Brand Support: Visibility of the destination brand with inclusion in marketing and promotional materials Location: Takes place within an unincorporated CBID region Timing: Generates interest in the off-season (October through June) Usage of funds: A percentage of the funds need to be used to support an out-of-area marketing promotion,

and funds should not be used to fund overhead or maintenance

All paperwork should be filled out completely prior to submission and be accompanied by supporting documents.

All items below need to be included in order for your submission to be considered complete:

All questions within the application addressed with thorough, complete answers

Financials, including all expenses and income related to your event/project

For events, a marketing plan will need be provided, including media, spend per outlet & audience reached

Prior event outcomes (post event follow-up report if previous funding has been provided)

Action required by CBID LFA boards: Included with the application submission and supporting documents

provided by the requesting organization, the LFA board minutes must clearly outline why the LFA board is

approving the funding request and how it directly connects to helping meet the mission for increased overnight

stays as a result of the LFAs financial support. The minutes should also specify what measurable data and/or

follow-up the board will require from the requesting organization.

If you meet these criteria, please advance to the requirements and application details.

Requirements of Sponsorship: In order to ensure that your event meets our goal to drive overnight stays, the following objective and criteria are required to ensure that your effort will create exposure for the tourism brand while encouraging increased visitors. The objectives outlined are key to any sponsorship ask: Objectives

Educate and build awareness among the event participants of the benefits of the supporting community as

a tourism destination

Provide an avenue to encourage participants and families to stay in order to generate room nights

Integrate the local tourism brand into the event messaging

Criteria for Event Sponsorship

Visibility of lodging messaging: Accommodations/Places to Stay section on your website and Facebook page,

with active links to lodging information on the LFA tourism site.

Inclusion in promotions: Tourism logo needs to be listed as a sponsor / partner on promotional materials

including website and social media. Printed materials must also include the logo, and we ask that the tourism

brand be publicly recognized as a sponsor at the event (when applicable).

Database acquisition: A mechanism to gather email addresses and zip codes from attendees, with the agreement

that these emails will be shared for inclusion in the LFA email database. Zip code data will be used to substantiate

out-of-county attendance percentage.

Tickets for promotional purposes: Ticketed events are required to provide 4 tickets to be used by the LFA for

promotional purposes.

Program ad: If the event includes a program, ad space is required.

We pledge our marketing support

The LFA, and the unincorporated CBID, will promote your event within our existing marketing assets, including a featured event profile on our website/s and social media messaging.


Local Area Fund: Application

Event Title: Harvest on the Coast

Event Dates: __November 3-5, 2017__ (emphasis will be placed on events that occur in the off-season October – June)

Amount of funding requested: __$15,000______________ Overall budget: ___$102,000

Organization Information:

Local Area: Avila Beach Tourism Alliance

Submitted by:___Heather Muran__ Phone:_805-541-5868___E-mail:[email protected]________________

Organization receiving funds: San Luis Obispo Wine Country Association

Mailing Address: PO Box 607, Pismo Beach, CA 93448 _______________________________________________________

Contact Person: _Heather Muran________________________________________________Phone:____805-541-5868_____________

Event description, including website link: http://www.slowine.com/events/harvest-on-the-coast.php The 27th Annual SLO Wine Country Harvest on the Coast Celebration is a showcase of the Central Coast's top chefs and world class wineries from the SLO Wine region. Over 1,300 people enjoy new releases and older vintages and delight in scrumptious culinary delights from winemakers and chefs throughout the area. SLO Wine Country is looking to once again partner with Visit Avila Beach to host the event at the Avila Beach Resort on Saturday, November 4th with our Grand Tasting and Wine & Lifestyle auction. The event features live music, a fabulous and lively auction with amazing lifestyle packages, and the opportunity for guests to purchase reserve auction seating, early bird entry to sample reserve and limited release wines, and also visit wineries on Sunday for events held at winery sites. SLO Wine will continue to donate to several high end charity auctions to attract visitors from outside the county, as well as pursue additional strategic partnerships with the United Mileage Plus Program. With this partnership, SLO Wine is poised to draw a target demographic of high level wine collectors and enthusiasts, along with marketing and promoting the event at several high level charity auctions across California and northwestern US.

Attendee Demographics

In 2016, 70% of the attendees reside out of San Luis Obispo County and stay two or more nights in the area. Most are single family homeowners with a median household income of $250K. Their hobbies and lifestyle habits include cooking, food & wine, upscale living, and outdoor activities. We are making great strides in garnering more out of area attendees from LA, SF, and with our increased promotional and brand awareness through social media, we are also maximizing engagement with new audiences in fly markets of Seattle, WA, Denver, CO and Phoenix, AZ.

Event Details Last Year Current Year (projected) Total Revenue $175,000 $185,000 Total Expenditures $102,000 $110,000 # Attendees 1250 1500 Percent of out of area Attendees 70% 80% # Room Nights* Room night calculation: Grant funding $__15,000______/$100 (average ADR) = ______150____ (number of room nights that must be secured in order for event sponsorship investment to break-even) *please consider a vacation rental as 1 room/unit Describe how this event will support overnight stays.

SLO Wine Country would like to continue our partnership with Avila CBID to promote Harvest On the Coast and Avila

Beach as a premiere wine & food vacation destination. Our organization will use a diverse marketing strategy, utilizing

http://www.slowine.com/events/harvest-on-the-coast.php

radio, print, social media and web advertising, video advertising, sweepstakes contests, e-blasts, web banner placement,

and an ancillary tasting event to co-brand Harvest on the Coast with Avila Beach and increase overnight stays. We know

we attract and fill rooms as we have requests from past attendees that will contact us to get the dates for next years’ event

so they can book one year in advance as the hotel they stay at fills up quickly. November also maximized the off-season

aspects and fills rooms during a less busy time of year. The marketing campaign strategies Avila CBID will be supporting

include:

Regional Targeted Marketing Campaign ($9,000) - SLO Wine Country will target specific demographics from outside the

region (primarily drive markets of Southern California, Central Valley and Bay Area) with a print advertising, postcard &

poster, online marketing, online banner and video advertising, and e-blasts to over 10,000 wine enthusiasts. All printed

materials would include direct links, approved language for Avila Beach partners, direct links to Visit Avila Beach and

ticket discount promotion.

Exclusive Partnership ($6,000) – The sponsorship of Grand Tasting will offer Visit Avila Beach on-site promotion and

branding of Avila Beach logo, along with branded marketing and event materials (including full page ad in event program),

Trolley service from local hotels to event, on-site at event, free event tickets for giveaways and VIP table of 8, promotional

mentions during event and giveaways to help promote the “Stay In Avila” promotion. This successful partnership of the

Avila TBID and SLO Wine Country Association last year created a synergistic campaign that cross promoted both

organizations. This promotion also includes sweepstakes package for Mileage Plus Program through United Airlines email

list.

In the past, SLO Wine Country has offered a discount incentive for people who stay in Avila Beach. Due to declining use of

promo codes, along with the highly affluent target market attracting over 250-300 auction attendees (with 20%

purchasing at least one lot of $3000 or more), we feel the discount is not being utilized as much and not as popular as

prior years. We are instead looking to offer real value to the attendees who we are attracting. For 2017, SLO Wine

Country proposes to offer an exclusive experience at Harvest on the Coast for those who stay in Avila Beach. Included in

this report are two proposed options for the enhanced experience:

1. On-site enhanced experience: SLO Wine is working with Avila Beach Resort to review options for buildout of a VIP

lounge inside the event. SLO wine is reviewing options to expand our footprint onto the putting green/tented area and

buildout a VIP lounge for winemakers to staff and limited to “Stay in Avila” purchasers only. Attendees would show their

key at the door and receive a special lanyard/wristband to enter the VIP lounge. Visit Avila Beach would have the option

to have a spokesperson at the tent to connect with travelers who stay in Avila. Winemakers would be pouring

magnums/library wines and new releases at the bar and would connect with Stay in Avila Beach attendees, offering them

an elevated experience inside the event. A second buildout option would be to expand the VIP booth toward ticketing

area. This would not be the ideal location but could be an option if the putting green area is not available.

2. Gifts for those staying in Avila: At our last events meeting we discussed gift options for attendees as an elevated

experience. This concept is also a viable option for SLO Wine Country but would be on a limited basis. This would also

offer a partnership where logo would be engraved on the box along with SLO Wine Country. Wines would be

purchased/donated by members so cost would be just for boxes, which I have priced to be between $1500-$2500

depending on quality of box. This opportunity would be limited to the first 100 “Stay in Avila” purchasers and would offer

a high end touch and gift for those that stay in Avila. Another option would be to leave gift boxes at hotels for staff to

deliver to the guests rooms upon check-in.

As part of your application submission, please include financials (revenue and expenditures). Funds requested should not be used for overhead or maintenance. Keep in mind that a percentage of the requested event sponsorship funds need to be attributed to out-of-area marketing. A detailed marketing plan should be part of your application submission. Note if your organization has received funding in previous years, include the follow-up report as part of your application submission. If funded, a Follow-up Report will need to be submitted 60 days following the conclusion of your event.

Please acknowledge that the following will be provided by initialing each:

__HAM____Visibility of lodging messaging: Accommodations/Places to Stay section on your website and Facebook

page, with active links to lodging information on the local fund tourism site.

__ HAM _____Inclusion in promotions: Tourism logo needs to be listed as a sponsor / partner on promotional materials

including website and social media. Printed materials must also include the logo, and we ask that the tourism brand be

publicly recognized as a sponsor at the event (when applicable).

___ HAM _____Database acquisition: A mechanism must be implemented to gather email addresses from attendees,

with the agreement that these emails will be shared for inclusion in the local fund email database.

___ HAM _____Tickets for promotional purposes: Ticketed events are requested to provide 4 tickets to be used by the

tourism board for promotional purposes.

___ HAM _____Program ad: If the event includes a program, ad space is required.

If you did not initial the sponsorship criteria above, please provide an explanation of why this criterion is unable to be met: Before signing the statement below, please confirm that each of the following is included within your submission: _____ Completed & signed Application _____ Financials _____ Marketing Plan _____ Prior year Follow-Up Report (if local fund monies have been provided in the past) _____ Submitting 120 days prior to event date, and 14 days prior to the LFA board meeting APPLICANT'S STATEMENT

I have reviewed the foregoing application submitted by _________SLO Wine Country___________________________ proposing a contractual project to the San Luis Obispo County Tourism Business Improvement District (CBID). I understand that the contract which the CBID will enter into with the organization requires that the organization be responsible for any damage claims or other liabilities arising out of the performance of the contract. Applicant is able to provide proof of insurance to the CBID, with the CBID named as an additional insured on the policy for the project. Additionally, the applicant understands that he/she is entering into a contract with the CBID for a specific program/project and/or event and the CBID is not making a charitable gift to the applicant. I have reviewed this application on behalf of the organization named herein-above. I am informed and believe that the applicant and/or organization can and will carry out the program/project and/or event as described. I declare under penalty of perjury that the foregoing is true and correct. Executed at,

____________________, California, on this _________ day of _______________, 20_____.

By (Signature): ____________________________________________Print Name: ______Heather Muran__________

Title: ________Executive Director___________________________________________________________

____________________________________ Revised: May 1, 2017 Local Fund Chair Date ____________________________________ Local Fund Co-Chair Date

Follow-up Report

A final report must be received within 60 days of the conclusion of the event, and will be required if future funding is sought.

Organization: ___SLO Wine Country ________________________________________ Event: _________Harvest on the Coast________________________________ The report must include the following: Overview: A brief synopsis of the event or project. Please include a statement describing activities/services/programs and how it met the goal to increase overnight stays. Visitor Data: Include the number of participants overall, and the percentage of out-of-area attendees. Please provide email addresses (Excel format) that will be imported into the existing tourism database. Brand Support: Provide proof of the tourism logo usage in promotional materials, and how the “stay” message was integrated into the overall campaign. Marketing: Please summarize the results of the marketing efforts by illustrating engagement, click-throughs and web page views. Financial Report: A financial statement that details how the funds were expended.

STATION MARKET Run Dates TOTAL COST MEDIUM MARKET TOTAL COST

KRUSH SLO/SM 10/9-11/3 500$

Sponsor Buildout (on-site buildout & Stay in Avila Promotion &

Trolley) $3,000

KCBX SLO/SM 10/9-11/4 500$ Enhanced Experience Option 1 $2,000

KSTT SLO/SM 10/9-11/5 500$ Enhanced Experience Option 2 $2,000

Grape Encounters Radio SLO/SM 10/9-11/6 500$

Printing costs (program/posters/ad

placements)Sponsor inclusion $1,000

Grape Encounters Radio

Nationally Syndicated 1,000$ $5,000

1,000$

MEDIUM MARKET Run Date TOTAL COST

MEDIUM MARKET Run Dates TOTAL COSTwith Enhanced

Experiencemarkets--

Purchased Hotel $1,000

Mileage Plus National OctoberIncluded

w/sposorship

KSBY SAN LUIS OBISP0 10/9-10/27 $3,000Charity Auction

PartnershipsValley/Wineson

g July/SeptSLO Wine Members$1,000

$3,000MEDIUM MARKET Run Date TOTAL COST

Vintages SLO SLO September $974Vintages Fresno Fresno September $1,000

MEDIUM MARKET Run Dates TOTAL COST Edible SLO Fall Issue/SLO Septemeber $1,400RADIO SLO COUNTY ALL STATIONS10/9-11/3 FREE 805 Living Sponsor Trade September $1,000

FACEBOOK

SO CAL AREA (LA AND OC BEACH

CITES)TARGETING 35-64, INCOME 9/11-10/13 3,500$ $1,000

GOOGLE AD WORDS

SO CAL AREA (LA AND OC BEACH

CITES)TARGETING ADULTS 30+ 9/11-10/14 3,500$ ADDITIONAL SLO

WINE SPEND/SOCIAL

MEDIA ADS

DRIVE/FLIGHT MARKETS: LABAY AREA/CENTRAL

VALLEY/PHOENIX/ 9/1-11/3 8,000.00$ TOTAL TOURISM

EXP 15,000$ TOTAL ABTA: $7,000

TOTAL ABTA

Print

INTERNET ADVERTISING

TELEVISION ADVERTISING

Sponsorship Buildout

TOTAL ABTA

SLO WINE COUNTRY--Harvest on the Coast

Sweepstakes Giveaway

Harvest on the Coast 11/3-11/5

RADIO

TOTAL

TOTAL ABTA:

TOTAL ABTA

1:25 PM 02/06/17 Accrual Basis

San Luis Obispo Wine Country Association

P&L - Years - HC January 2012 through December 2016

Jan - Dec 12 Jan - Dec 13 Jan - Dec 14 Jan - Dec 15 Jan - Dec 16

Ordinary Income/Expense

Income

3000 · Income

3020 · Sponsorship 1,950.00 950.00 600.00 0.00 5,450.00

3021 · Grant Income 6,000.00 10,000.00 0.00 0.00

3025 · Auction Income

3025.1 · Live Auction Income 0.00 0.00 655.88 95,200.00 101,290.06

3025.2 · Silent Auction Income 0.00 0.00 0.00 4,965.00 0.00

3025 · Auction Income - Other 64,487.82 76,110.99 65,134.35 -480.00 0.00

Total 3025 · Auction Income 64,487.82 76,110.99 65,790.23 99,685.00 101,290.06

3030 · Raffle Sales 2,540.00 915.00 0.00 0.00 1,522.30

3035 · Merchandise Sales 0.00 762.79 446.50 614.88 648.00

3039 · Grant Ticket Discount -1,080.00 -1,080.00 -740.00 0.00 0.00

3040 · Ticket Sales 54,337.78 57,403.51 50,634.48 51,998.68 51,003.13

3044 · Parking Sales 0.00 0.00 923.98 990.00 415.00

3047 · TBID/CBID Annual Funding 0.00 0.00 10,000.00 15,000.00 15,000.00

Total 3000 · Income 128,235.60 145,062.29 127,655.19 168,288.56 175,328.49

3999 · Uncategorized Income 0.00 0.00 0.00 0.00 0.00

Total Income 128,235.60 145,062.29 127,655.19 168,288.56 175,328.49

Gross Profit 128,235.60 145,062.29 127,655.19 168,288.56 175,328.49

Expense

5000 · Expenses

5005 · Advertising 9,623.19 8,188.58 8,686.19 10,370.45 6,197.60

5006 · In Kind Advertising 0.00 0.00 0.00 0.00 0.00

5007 · Grant Expense 4,765.58 8,928.99 9,259.19 16,389.52 13,722.00

5007.1 · TBIDCBID Expenses 0.00 0.00 0.00 0.00 0.00

5008 · In Kind Grant Tickets 0.00 0.00 0.00 0.00 0.00

5015 · Auction Expense

5015.1 · Live Auction Expense 0.00 0.00 0.00 9,418.11 6,536.24

5015.2 · Silent Auction Expense 0.00 0.00 0.00 0.00 47.76

5015 · Auction Expense - Other 8,328.56 7,095.50 11,318.75 2,153.55 1,610.31

Total 5015 · Auction Expense 8,328.56 7,095.50 11,318.75 11,571.66 8,194.31

5016 · In Kind Auction Lot Expense 0.00

5020 · Auctioneer 2,000.00 2,500.00 2,500.00 2,500.00 2,500.00

5025 · Bank and Credit Card Fees 4,195.31 4,248.50 3,650.56 6,266.85 70.15

5030 · Brochure 0.00 0.00 0.00 1,440.00 0.00

5035 · Charitable Donations 0.00 0.00 0.00 0.00 0.00

5050 · Dinner Expense 5,459.93 4,659.85 5,560.25 7,644.00 6,479.31

5060 · Entertainment

5060.2 · Misc Entertainment 0.00 0.00 0.00 0.00 2,745.00

5060.1 · Meals - Bus & Travel 0.00 0.00 0.00 0.00 44.92

5060 · Entertainment - Other 1,300.00 1,575.00 1,620.00 3,360.00 0.00

Total 5060 · Entertainment 1,300.00 1,575.00 1,620.00 3,360.00 2,789.92

5065 · Event Coordinator 5,540.00 10,000.00 7,700.00 8,294.18 6,563.22

Page 1 of 2

1:25 PM 02/06/17 Accrual Basis

San Luis Obispo Wine Country Association

P&L - Years - HC January 2012 through December 2016

Jan - Dec 12 Jan - Dec 13 Jan - Dec 14 Jan - Dec 15 Jan - Dec 16

5075 · Food 1,464.73 2,343.60 2,659.72 2,485.00 2,567.00

5080 · Glasses 3,251.31 3,460.65 3,764.13 3,378.16 3,705.84

5085 · Graphic Design 3,663.50 3,606.80 0.00 7,524.80 0.00

5110 · License 145.00 125.00 125.00 125.00 125.00

5115 · Miscellaneous 0.00 0.00 0.00 420.00 0.00

5125 · Postage & Freight 1,179.44 23.65 16.90 68.69 94.00

5127 · PR Travel

5127.1 · PR Travel - Meal Expense 0.00 0.00 0.00 0.00 694.50

Total 5127 · PR Travel 0.00 0.00 0.00 0.00 694.50

5130 · Promotion 4,468.20 867.05 3,352.66 252.77 0.00

5148 · Raffle Expense 915.85 496.80 0.00 0.00 20.00

5155 · Rental Supplies 21,264.45 33,003.03 28,094.22 28,274.80 27,729.20

5160 · Sales Tax 0.00 0.00 0.00 167.12 261.19

5165 · Security 3,050.00 3,180.00 3,855.00 3,990.01 5,490.24

5175 · Signage 858.61 367.50 1,144.20 0.00 0.00

5180 · Supplies 2,983.21 5,910.13 5,240.89 10,962.97 11,314.95

5190 · T-Shirt Costs 743.74 438.26 270.33 0.00 0.00

5195 · Tickets/Programs 3,459.20 3,292.39 2,834.59 3,430.62 3,479.01

5205 · Travel/Mileage 1,613.55 1,376.30 1,838.40 662.60 778.14

5215 · Website 0.00 62.50 0.00 0.00 0.00

6009 · Depreciation 0.00 0.00 0.00 0.00 0.00

Total 5000 · Expenses 90,273.36 105,750.08 103,490.98 129,579.20 102,775.58

Total Expense 90,273.36 105,750.08 103,490.98 129,579.20 102,775.58

Net Ordinary Income 37,962.24 39,312.21 24,164.21 38,709.36 72,552.91

Other Income/Expense

Other Expense

2045 · Suspense Expenses 700.00 0.00 0.00 0.00 0.00

Total Other Expense 700.00 0.00 0.00 0.00 0.00

Net Other Income -700.00 0.00 0.00 0.00 0.00

Net Income 37,262.24 39,312.21 24,164.21 38,709.36 72,552.91

Page 2 of 2

2016 Harvest on the Coast Recap Weekend

Friday Collaborative Winemaker Dinner

● Sold out--price point at $120 was good.

● Ocean Grill location was great, good feedback on food and ambiance of restaurant.

● Next year we will give away magnums to the chef and GM/owners at the end of the

event.

2016 Harvest on the Coast Recap - Main Event

74-degrees: 11:00am-4:00pm || 45 booths shared (6 wineries on their own): Avila Beach Resort

1119 Tickets sold with an additional 160 vendors || $103,100 Live Auction || $42,000 for BBBS

Advertising Overview and Promotions

● Utilized Jon Hansen Advertising to implement advertising campaigns

● Google Ad word campaigns were very effective (Reference Breakdown One-sheet)

● Added traditional media (Radio/Print/TV) and social media for effective marketing mix

● Additional ticket giveaway via Facebook got great engagement

● Additional Sponsors: Aer Lingus, Sunset Honda, 805 Living, KSBY, The Manse on Marsh

Social Media

● See additional handouts with complete social media breakdown and CPM

● Extremely effective and targeted medium with excellent engagement

Traditional Media

● Utilized Print/Radio/TV for following marketing efforts: ○ Vintages Magazine (Distribution in Fresno/Bako) ○ Edible Magazine--Full Page Ad ○ 805 Living--Full Page Ad (Sponsored) ○ KSBY ○ Fresno/Bako Radio

Ticket Giveaway/Sponsor Benefits

● Only 28 tickets discounted (down about 20 tickets from PY)

● Higher cost of event=more affluent travelers who are not interested in discounts

Public Relations:

● Hosted 6 journalists over the event weekend. Coverage from the following:

○ 805 Living ○ Entertainment Voice (LA)

Wine Industry Advisor ○ Santa Cruz Sentinal

○ Modesto Bee / Merced Sun-Star ○ Antelope Valley Press ○ Santa Maria Times

Modesto Bee / Merced Sun-Star ○ Victorville Daily Press ○ Santa Clarita Valley Signal ○ The Wine Buzz

SLO Tribune

What Can We Improve on Next Year?

1

Draft Until Approved Avila Beach Tourism Alliance

Board Meeting Minutes

June 14, 2017 – Sycamore Mineral Springs Resort Conference Room, Avila Beach Board Members Present: Others Present: Charles Crellin, Sycamore Mineral Springs Resort Stephanie Rowe, ABTA admin Kalie Howard, Avila Lighthouse Suites Kaci Knighton, TJA Advertising Christopher King, Avila Village Inn Rick Turton, TJA Advertising Heather Muran, SLO Wine Country Association Absent: None Pam Roberts, Visit SLO CAL Michael Wambolt, Visit SLO CAL CBID: Absent

1. Call to Order: by board chair Charles Crellin at 10:04 am

2. Public Comment: None

3. Consent Items: The May 10, 2017 minutes were approved for review and approval. A motion was made by Kalie Howard and seconded by Chris King. With no further discussion, the May 10th minutes were approved by a unanimous voice vote of the local Advisory Board.

4. CBID and Financials Update: Cheryl Cuming was not in attendance. Rick Turton gave an update on the website stats in the past month:

a. There has been a 42% increase in website sessions YTD and 36% increase in unique visitors. b. Avila Beach had 726 page views and 67 lodging page views. c. TOT for Avila was down 18.4%. Everyone was down due to the rain. d. During the Rural Road Trip promotion, Avila had 6,900 video views/5,200 FB clicks/280k FB

impressions/3,770 new subscribers.

5. Budget Update: Stephanie Rowe confirmed that collections in April totaled $10,416.22. Available funds (including the 2015-2016 carry-forward) total $132,773.20 and funds after approved applications and anticipated expenses removed are $29,334.78. The projected unused TJA funds for the current contract are $39,048.53. Total after projected unused TJA funds returned to budget is $68,383.31.

6. Committee Reports: a. Stewardship Travel Program – Christopher King and Katie Sturtevant: Chris noted that the

stewardship tote bags originally chosen were out of stock so another thinner bag was chosen. When the order was submitted, the thinner bags were deemed out of stock. Therefore, the original thicker bags could be re-ordered with 50% of the additional cost waived. Overall, the cost of the bags would still be over $1,000 less than the original quote approved by the board. Stephanie Rowe confirmed with Charles that the additional cost of $608 was fine and to proceed with the order.

b. TJA Activity Report/Website Analytics Update – John Sorgenfrei, Kaci Knighton, Rick Turton:

Kaci gave an update on social media in the last month. Facebook fans are over 73,000. She showed the top posts and videos that received the most Facebook engagements with “Orcas in

2

Avila Beach” and “Mummy, Daddy and Me” being very popular. She showed the top Instagram posts. The Instagram video ads had over 44,000 views; the Facebook Canvas ads had over 19,000 clicks and she gave a reminder that Instagram Website ads have been terminated. The travel blog was repurposed from the “Our California Family Road Trip” and “Orcas in Avila Beach”. YouTube lifetime video views are at over 268,000. Rick noted that there were over 13,500 visitor sessions in May for a 13% gain year-over-year. Over 2,700 were referred from Facebook. The highest pages viewed on mobile devices are lodging and hotel pages. He noted that he tracks 18 key words and Avila has 12 of the key words. Chris King asked if our website was https certified. Rick noted that there didn’t seem to be a need at this time. Charles Crellin noted that we should stay in front of it.

7. Action/Discussion Items:

a. Michael Wambolt, Visit SLO CAL Group Opportunities: Michael gave an update of group opportunities with Visit SLO CAL. He gave an overview on their participation at IPW in Washington DC June 6-8; their travel trade and PR missions to UK, Ireland and China. They also hosted a FAM trip for partners in the UK. Michael noted that there was upcoming co-op space and the Board agreed that they were interested in FAM tours. The Highway 1 Road Closure Detour flyer and latest brochures were also passed around.

b. Heather Muran, 2017 Harvest on the Coast Fund Application Consideration: Heather reviewed the revised fund application for requested funds of $15,000 from $18,000 for the following: Regional Targeted Marketing Campaign ($9,000) and Exclusive Partnership ($6,000). The Exclusive Partnership, in past years, focused on offering a $20 discount to attendees who stayed in Avila Beach. Heather noted that, in the last couple of years, the offer was not providing a real value to attendees. For 2017, she is proposing they offer an exclusive experience for those staying in Avila Beach. The two proposed options are: 1) VIP Lounge buildout inside the event for winemakers and staff pouring exclusive wines and limited to “Stay in Avila” purchasers only. 2) High end engraved wine boxes with wine for those staying in Avila. Chris King commented that people value experience over stuff. Charles noted that he would like all the marketing material to promote stays in Avila. Chris asked if an Avila restaurant could also be located in the VIP Lounge. The Board reviewed the marketing plan. Kalie Howard noted that they are looking closely at all event sponsorships and would like to see a decrease in funds requested in subsequent years. Chris wondered if the Facebook and Google Ad Words could be reduced next year or potentially have TJA place the ads in order to reduce the cost.

A motion was made by Charles Crellin, and seconded by Chris King, to approve $15,000 to sponsor the Harvest on the Coast Celebration, November 3-5, 2017 with the Enhanced Experience Option 1 VIP Lounge promotion for stays in Avila Beach. With no further discussion, the event funding was approved by a unanimous voice vote of the local Advisory Board.

c. Review TJA 2016-2017 Marketing Recap / 2017-2018 Marketing Plan Renewal Proposal: Kaci Knighton showed the draft of the first e-newsletter scheduled to start in July. Then she gave an overview of the 2016-2017 Marketing Recap. Fans are at 77,000 which is good growth over the year which started with just under 60,000. She showed the top posts. Instagram has grown to 12,000 followers and YouTube showed good growth also. Other advertising elements included SFGate, Bay Area News Group, Buzzfeed and branding development and design.

Kaci gave an overview of the Bay Area News Group Report for the campaign. Kaci noted that the first report sent was inaccurate and she received a second report. Rick noted that they have concerns about the data. So either the data is inaccurate or the campaign was not successful. Charles noted that he would like TJA to report if something is not successful. Kaci noted that she is

3

working with the Bay Area News Group and has put them on notice for accurate data. If not, they will not be recommending them to their clients. Rick noted that the data showed a small number of contest entries but when he checked there were 700 new emails. Kalie recommended having a quarterly marketing meeting to delve into questions.

Kaci gave an over of the 2017-2018 contract proposal for an annual cost of $195,500 up from a cost of $169,600 last year. Charles noted that the board had approved a 40% overall marketing budget allocation. Stephanie Rowe reminded the Board about the approved overall budget allocations: 40% for marketing, 30% for event sponsorships, 10% for admin and 20% for contingency. Charles asked Kaci to go back to John Sorgenfrei and reduce the budget proposal to around $140,000. The Board discussed approving a not to exceed amount for three months in order to keep things going while having the time to reach an acceptable budget.

A motion was made by Charles Crellin, and seconded by Chris King, to approve a not to exceed amount of $20,000 for the proposed TJA Marketing Plan for a 3-month period, July 1, 2017 - September 30, 2017 contingent upon reaching an acceptable marketing plan budget. With no further discussion, the 3-month marketing funding was approved by unanimous voice vote of the local Advisory Board.

d. Discuss Potential Dates for 2018 SLO Ultra: The Board discussed if there were slow dates in August to move the SLO Ultra. They agreed that there were slow days during the weekday but not necessarily on the weekends so it would be difficult to move the event to August.

e. TJA Advertising Projects: None

8. Future Agenda Items/New Business: a. Samantha Pruitt, SLO Ultra and GranFondo Marketing Update b. Katie Sturtevant, Stewardship Travel Program Recap and Upcoming Plans c. Review Revised 2017-2018 TJA Contract Proposal d. Review Fiscal Year 2017-2018 Budget Proposal e. Discuss 2017 Harvest on the Coast Booth/Giveaway Consideration f. 2017 SLO Ultra and GranFondo Post Reports (after Oct) g. 2017 Bubblyfest Post Report (after Oct) h. 2017 Harvest on the Coast Post Report (after Nov)

9. Closing Comments: None

10. Next ABTA Local Fund Advisory Board Meetings: Dates: July 17, 2017 AND July 19, 2017 Time: 12:00 – 2:00 pm 10:00 am – 12:00 pm Location: Sycamore Mineral Springs Resort Boardroom

11. Adjournment: The meeting was adjourned at 12:34 pm.

© SOLVE Agency, Inc.

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WEBSITE DEVELOPMENT SERVICES PROPOSAL AND SCOPE OF WORK

for

SLO WINE LODGING ALLIANCE

WE ARE SOLVE. SLO WINE LODGING’S MARKETING PARTNER.

OUR MISSION: To serve as a dedicated Marketing Partner with the SLO Wine Lodging Alliance, and other key stakeholders to develop and manage a focused promotional marketing program that provide a richly engaging, rewarding and informative and bookings-converting experience of the Edna and Arroyo Grande Valley


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INTRODUCTION AND OVERVIEW

Thank you for inviting our submission to your request for Proposal for FY 2017-18. We are grateful for the opportunity to outline our strategic and comprehensive approach to achieving the SWLA’s marketing goals and objectives for FY 2017-18.

Our proposal provides a comprehensive, integrated and multi-channel approach intended to generate awareness, increase engagement, and provide measurable results, while further defining the premiere and truly unique Wine Country lodging destinations experience for individuals, groups, events, weddings, and family vacations -- with a multitude of activities to suit a wide variety of travelers.

What distinguishes SOLVE from other agencies? We possess a clear and driven commitment to our clients, to best practices, providing real results and measurable ROI. Our roots are in Central Coast destination marketing since 2010, and our leadership possesses real world experience and service with regional, national and international hotels and destinations well as VCB and BID boards.

Our process is straightforward. We will work closely with you to develop specific strategies designed to showcase the benefits of staying in EV and AGV. Leveraging data-driven intelligence, we use proven inbound and outbound marketing tactics to funnel traffic to the websites, resulting in increased traffic and occupancies.

SOLVE has created a process that puts our clients’ needs first and delivers superior returns on investment. We will provide your destination with a marketing effort that is extraordinary, always “on” and achieves results. We are talented professionals and our team members combine creative excellence, with comprehensive local market knowledge, brilliant content, and leading-edge industry minds. This winning combination has made SOLVE one of San Luis Obispo County’s leading tourism marketing agencies.

WE WILL EXECUTE THIS 4-STEP PROCESS TO ASSURE CLIENT OBJECTIVES ARE MET

1. Undertake review and analysis of existing marketing elements, and research to understand visitor profiles, as well as the stakeholders and members.

2. Work closely with all stakeholders to understand individual roles and responsibilities and to identify unique marketing opportunities.

3. Implementation of the determined plan, providing regular communication to all key parties; supplying monthly/annual reports and detailed analysis of actions completed and results generated.

4. Continually review, pivot and revise to adjust to changing market conditions, optimal results, and client needs.

Our prime objective is clear. Drive occupancy among your lodging properties through expert, strategic and tactical efforts, and to increase visibility in both drive time markets and local market share. We will strengthen the website experience and SEO, expand and leverage the community dialogue, and utilize new technologies to establish the SLO Wine Lodging as the Central Coast’s premier Wine Country destination.

On behalf of the best team in the business, thank you again for requesting our proposal. We appreciate the opportunity to earn your continued trust and business. With all gratitude,

Judith Cohen, CEO


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EXPERIENCE AND QUALIFICATIONS

SOLVE Agency is an award-winning, full-service marketing agency headquartered in San Luis Obispo County.

The SOLVE team is comprised of leading strategic, marketing, media relations, reputation, creative, and interactive specialists, and affiliated partners, with decades of dedicated experience. We are experts at leveraging innovative digital technologies and channels combined with intelligent brand strategy principles to amplify our client’s media presence to engage their customers and visitors, drive business growth and increase revenues, retention and ROI.

We provide key strategic, creative and management services to focused and visionary organizations, municipalities, and brands locally regionally, and nationally. We specialize in integrated marketing, including branding and user experience, digital and social marketing, campaign programming and development, website design, media relations, video production, and community development.

SOLVE has been an innovator in tourism and destination marketing since 2010.

We were the first agency in San Luis Obispo County to:

• Win the Visit California Poppy Award -- Take a first time, first year BID and WIN the state’s top Tourism award besting agencies 10x our size and budget

• Roll out the very first EVER branding and marketing campaign program for Cambria • Embrace advanced Social Media strategies to their full potential from day one • Develop custom Tourism and Destination social media-driven experiences • Establish promotion and conversion tracking dashboards to monitor ROI and advertising effectiveness

Since our inception, SOLVE has designed, developed and managed programs and campaigns for over 60 destination brands and municipalities including: City of San Luis Obispo, San Luis Obispo County, Sunset Savor the Central Coast, Visit SLOCAL, Visit Cambria, Morro Bay Golf Course, Grand Millennium Hotels, Starwood Hotels and Resorts, Le Meridien Hotels, and many more.

Our data-driven strategies and integrated marketing solutions enable our clients to tap into multiple consumer acquisition channels, to increase engagement and generate positive engagement and incrementally expand growth. Our innovative approach to creative branding, promotional marketing, and digital-social marketing merges cutting-edge design with effective integrated programs.

Using intelligent design and the latest in communications, content and tracking technologies, we amplify our client’s online and offline presence and create robust channels for information and a place for your community to engage and grow.


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AGENCY MANAGEMENT

In business, as in life, it’s important to choose the right people. With SOLVE, you will work with passionately talented professionals who are not only efficient and effective, but real innovators who thrive on challenges.

We love what we do and….

We are the people you want to work with.

AGENCY LEADERSHIP

Judith L. Cohen, Founder & Chief Executive Officer

As Principal of SOLVE, Judith oversees all activities of the firm. With more than 25 years of enterprise and agency-side experience, Judith directs the SOLVE team in creating and executing award-winning creative and digital programs that have consistently met and surpassed client objectives. Prior to founding the agency in 2009, she served in management roles at Grey Worldwide, Winker Advertising and Zoo Media in San Francisco. In addition, she founded several sports, event and concert organizations, developing extraordinary events and festivals across California.

Victoria S. Moreno, Managing Director

Victoria expertly leads our agency's strategic planning and client initiatives -- and is an exceptional professional chef to boot! Prior to joining SOLVE in 2012, Victoria founded a successful destination B&B, as well as an acclaimed Central Coast social strategies consultancy. Her hospitality and marketing background, coupled with a diverse career path and marketing degree, has equipped her with the key skills to readily adapt to each client’s unique requirements. Her expertise includes: strategy, branding, inbound marketing, campaign programming, advertising, and media relations.

Pacha Hornaday, Chief Creative Officer

Pacha is our brilliant Executive Chef of Creative. With the serene eye of an artist and sharp mind of a designer, Pacha has the spot-on instincts and skills to create conspicuously extraordinary designs for SOLVE and our clients. Prior to joining us in 2011, Pacha served as the Creative Director for the acclaimed design agency, Puro Nectar. Pacha’s decade-plus of experience equip her with a unique perspective and thorough knowledge of the industry, while her fervently artistic spirit keeps her ideas fresh and at the forefront in this rapidly changing world of branding, design and marketing.

Zach Barton, Chief Technology Officer Since 2016, Zack has provided senior account and project-level technology leadership at SOLVE. He possesses over 13 years of experience in extensive design and development with leading brands including Eddie Bauer, Wet Seal, and The Vitamin Shoppe, and other consumer brands with extremely high standards. His expertise includes project management, UI / UX, development, SEO / SEM, and data/analytics.

Monica Carinio, Director of Content Management Monica provides the required content and community strategies-brilliance for our client’s diverse requirements. Prior to joining SOLVE in 2016, Monica served as the Social Media Manager at Etna Interactive. Prior to Etna, Monica spent 10 years at Sun Microsystems in various capacities which included product marketing, marketing operations and strategic marketing. Her expertise includes; strategic content and social strategies and development, and campaign programming.


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AGENCY SCOPE OF SERVICES

As a full-service digital, marketing, and advertising agency, SOLVE provides the following services:

STRATEGY

o Research and Planning o Identify and Create Brand Identity o Concept Design and Development o Cause Marketing and Promotion o Advertising: Social, Search, Mobile, Remarketing, Offline o Digital: Social, Local, Mobile

CREATIVE

o Website / eCommerce Design o Graphic Design o User Experience / User Interface o Promotional Campaigns o Advertising and Collateral o Digital Brand Identity and Voice o Video Production (Ground, Aerial, 360, Virtual) o Retail and Packaging o Vehicle / Outdoor

MARKETING

o Advertising / Media Planning (local/regional/national) o Search and Content Assessment and Optimization o Social Channels, Online Communities o Blog Design and Development o Copywriting, Content Development and Management o Media, Public Relations and Reputation o Monitoring, Conversion Tracking and Analytics

TECHNOLOGY

o Website Development, Programming, Content o Management Systems (CMS), o Booking and eCommerce Design and Development o Digital Micro-site and Social Applications o Mobile and Digital Apps o Mobile SMS / Push Notifications

o


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AGENCY CLIENTS

YOU'RE IN GOOD COMPANY We are proud to help ambitious brands succeed.

Just like yours.


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2017-2018 – AGENCY SERVICES - SUMMARY

SOLVE proposes the following Design, Marketing and Management Services

o Advertising Strategies, Planning, Design and Execution

o Blog Development and Content Management

o Design and development of Promotional Contests

o Email design, development and implementation

o Marketing Management and Curation of Social Content and Promotions

o Program Goals, Data and Reporting / Tracking of Results

o Social, Digital and Other Graphical Design and Placement

o Video Development and Content Management

o Website UI, Design and Development


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WEBSITE DESIGN AND DEVELOPMENT (PHASE 2)

CONSTITUENT / SITE BOOKING STRATEGIES Our suggestion would be to continue (per SLWA request) the efforts of FY 2016-17 to strategize, design and develop the SLO Wine Lodging website to include an additional “Book Now” digital design, functionality and development based on approved parameters. Below are 3 unique strategies to accomplish this – which should be determined prior to final scope and implementation.

1) Design and development STAY experience of all AGV/EV properties (inserting, styling the widget code into the existing site, creating (design and development) of required new page(s) leveraging the county-owned and maintained database (EV/AGV) STAY data and content. This allows for search based on location and what the guest is looking for. Here is a live example: http://visitcambriaca.com/stay/. You can also use the API for specific regional-focused EAT: http://visitcambriaca.com/eat/ and EVENTS http://visitcambriaca.com/events/.

Estimated site design and development hours: 15 – 25 hours (depending on design / development required)

2) Design and development of a STAY experience of all AGV/EV properties to include image and info with a CTA button to BOOK NOW. This could point to internal pages for more info (and a few less clicks to get there!) or directly to the booking site for the constituent’s website, VRBO, Airbnb, et al. It would not be a searchable database. Note: We could build a custom database, however this would be very costly in terms of development architecture and hours. In addition, this would require ongoing maintenance and updates

Estimated site design and development hours: 60 - 120 hours (depending on development / database required)

3) Design and development of a STAY experience using a low-cost booking referral engine (inserting into the existing site, new pages) such as Jack Rabbit (https://www.jackrabbitsystems.com/products/book-direct/ (and there are others as well including what the CBID now uses called: RoomKnights (https://www.roomknights.com/dmocvb/. They charge either a percentage or a set-up fee. These are both robust booking tools that that provide excellent responsive design and database access to the properties.

Estimated site design and development hours: 15 – 25 hours (depending on development / database required)


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BLOG DEVELOPMENT AND CONTENT MANAGEMENT

We suggest developing a destination blog that provides a SEO-rich, informative and engaging experience of SLO Wine Lodging’s properties, events and activities.

The SWL Travel Blog will provide an informative yet engaging experience of SLO Wine Lodging as well as serve effective focal point of content generation and provide a topical platform for all other social media engagement. Blog posts can be linked into e-Newsletter updates for partners and followers. Through increased reach and frequency, the Discover SLO Wine Lodging Blog will effectively share the SLO Wine Country experience.

Blog postings will enable readers to experience through the eyes of the writer, highlighting all the unique places to stay, things to see and experiences to be had and can include:

• Coverage of activities, including more features on SLO wine Lodging unique properties hidden gems, activities, and experiences found within each member area and searchable by consumer interests such as wine and beer tasting, cuisine, nature adventures, horseback riding, golf, lake sports, surfing, shopping, fishing, etc.

• Constituent Lodging packages and special offerings • Hidden Treasures of SLO Wine Country - A Local Perspective • Subscriber submission – the readers’ personal experience • Stewardship Travel Experiences across the Valley

WEBSITE MAINTENANCE, MANAGEMENT & UPDATES

As a necessary and ongoing service, SOLVE provides all required WordPress design and development updates to include:

o Design and development updates o Required site and CMS/Wordpress updates o Required plug-in updates o Required Spam removal o Backup setup, management and restore services o Site SEO Tag and Keyword optimization


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VIDEO STRATEGIES, PRODUCTION AND MARKETING

Showcase the beauty and capitalize on the viral opportunities of online video sharing and streaming across all platforms. Targeted video content works in engaging visitors and building further awareness of EV and AGV. Leveraging social allows for simplified, swift and immediate video engagement and sharing

Video marketing has taken over all online resources as the lead format for shared and advertising content marketing – and the SOLVE team is uniquely equipped to provide all required video services including:

• Professional Video Production - Talent, direction and launch • Aerial / Drone Production • 360 / Immersive Production • Live Streaming Production (Facebook/Instagram)

We highly recommend expanding your video assets. This included generating original content, as well as soliciting user-generated video. Additional edited options include formatting images into a video, and sharing video footage of compelling interest.

There are several areas to approach this endeavor including aerial and 360 footage and leverage online video sharing platforms like YouTube and Vimeo content on all platforms -- this is a major driving force for engagement now and into the years ahead.

In addition, videos will also serve as the focus for our ad budget as the remarkably low cost per view makes this an exceptionally affordable outreach to existing and new markets. Suggested services include:

• Produce a single or series of short videos that showcases the SWL region and diverse properties • Expand and leverage video content on You Tube and Vimeo channels. • Keyword optimize all videos to obtain the most traffic (YouTube’s keyword tool) • Install and embed content in relevant outbound marketing tactics (emails, newsletters, website, landing

pages, etc.)


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EMAIL MARKETING, DESIGN AND DEVELOPMENT

SOLVE specializes in effective email marketing strategies that outperform other direct marketing techniques, measurably improving conversions—and keeps customers informed. Our skilled team can provide uniquely designed, brand-centric, targeted and responsive email campaigns that connect and resonate with new and returning customers and visitors. At SOLVE, it’s never “just an email.” It’s a creative, strategic message that, reinforces brand awareness, builds customer loyalty and drives audiences to engage on a more personal “in-box” level.

We will custom design a fully functional, hand-coded HTML, mobile-responsive email template which will include selected branding, graphics, and messaging.

SET-UP

• Set-up email channel (Mailchimp is suggested) including opt-in response headers and brand colors.

• Database management - Install the opted-in email lists provided into the database. CUSTOM DESIGN

We will create an eye-catching and effective email newsletter consistent with your website and brand image.

• 2 Creative Design Concepts • Unlimited Revisions of the Chosen Concept

HTML CODING

Hand coding service to convert an existing image to email html template. The final result is an email that looks great on 52 email clients.

• Pixel Perfect Conversion • Commented Markup • Tested on up to 52 Email Clients and Devices

RESPONSIVE EMAIL

We can develop your newsletter to reorder and scale its content differently depending on the device it is opening on. • Pixel Perfect Conversion • Tested on up to 52 Email Clients and Devices • Commented Markup • Screenshots from all Supported Email Clients • Sliced Artwork in the Final Archive

MAILCHIMP

We will integrate your custom MailChimp template with the MailChimp's Design Editor, making it editable and re-usable for future campaigns. You'll be able to change texts, images, switch, add or remove sections.

• All MailChimp Tags Included • Editable Template Through MailChimp Admin Area

• Tested on up to 52 Email Clients / Devices and MailChimp Admin Area


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SOCIAL MARKETING: CREATIVE AND MANAGEMENT SERVICES

ALWAYS LEVERAGING BEST PRACTICES

By consistently providing our expert social strategies, creative, integrated community and content, SOLVE will continue to provide the program management and collaboration that will drive measurable results.

WE PROPOSE:

• Collaborate with SWLA to strategize and develop Social Media promotional programs that provides a richly vibrant, viral, engaging, rewarding experience of the overall SWLA brand and message.

• Refine, expand and implement social strategies that engage and connect with

visitors and fans by utilizing an integrated program of content syndication and intelligent conversation.

• Integrate the online and social efforts with hyper-targeted social cross-posts to coordinate, leverage and reinforce your social media marketing efforts and page engagement.

• Expert-level social media community, content management and campaign services to engage with and

share the Edna Valley and Arroyo Grande Valley destinations.

• Provide timely responses to all inquiries from fans, followers and guests on all social platforms.

The overall marketing efforts provided by SOLVE, will feature branded messaging throughout the most effective social / digital channels:

● Enhance relationships with visitors and fan base ● Gather valuable feedback about the interests of visitors and fans ● Build enthusiasm for the unique attributes of SWL properties ● Reinforce PR and marketing campaigns ● Funnel traffic to the website landing page, or another designated landing page ● Promote events and attractions ● Amplify lodging promotions and packages ● Boost organic SEO for website and social channels


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COMMUNITY OUTREACH: CURATION, CONTENT, MONITORING AND RESPONSE SOCIAL MARKETING & MANAGEMENT

• Provide expert-level management and best practices channel design of relevant social platforms pages to include Facebook and other channels as approved.

• Develop and post branded creative, overlay and stitch-post messaging. • Conduct consistent updates weekly (upload links, photos, brand images and videos) on the approved social

channels. CONTENT CURATION

Curate and syndicate relevant social content including posts, links, photos and videos with hashtags and other social tagging.

• Connect with the community with enticing, interesting and relevant content and images. • Leverage the social communities and influencers of the event promoters to encourage downloads. • Connect to partners and influential channels, fans, and followers by consistently leveraging local and

regional relationships, cross-posting, and tagging. • Maintain regular communications with SWLA for assets, updates and reports on upcoming events. • Monitor and report channel performance for Reach and ROI with full reporting provided monthly. • Working with your team, we will implement actionable best practices and key social media design

adjustments to best leverage and amplify all of your social channels.

BRANDED FACEBOOK, INSTAGRAM AND TWITTER CONTENT Design unique branded posts that capture attention, encourage action and stimulate sharing.


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RECOMMENDED CHANNELS AND CONTENT EXECUTION

The following is our recommended #SLOWineLodging program channels and content action plan:

FACEBOOK

• Focus: Continued growth and increasing engagement • Post 3-5x per week • Plan and post relevant and branded posts, events and other content • Provide information on current events and things to do • Provide links to events and links to download app • Reply to all questions and comments from fans • Curate and post images and videos of events

TWITTER

• Focus: Increase Followers & Retweets • Plan and post relevant images and videos • Tweet 5-7x per week • Conduct outreach to increase followers – consumers, vendors & brands • Tag vendors and influential Twitter accounts. • Follow new people/businesses and organizations every week • Tweet content related to SLWA • Retweet content from partners, constituents, and other businesses and individuals • Unfollow inactive accounts and people who do not follow • Follow Twitter influencers and engage with Retweets and Direct Messaging

INSTAGRAM

• Focus: Growth and engagement of followers, increase image library • Plan and post, re-post relevant content: images and videos • Post 1-2x per week • Add SLO Wine Lodging content as created, increase Social SEO

YOU TUBE (For when SWLA builds a video library)

• Focus: Growth and engagement of followers, increase video library • Add SLO Wine Lodging content as created, increase Social SEO


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TARGETED SOCIAL ADVERTISING SERVICES

Below is our recommended targeted social advertising plan to accelerate swift marketing reach with the commitment to maximize the effectiveness of SLO Wine Lodging’s digital visibility and engagement. SOCIAL ADVERTSING

Facebook and Instagram presents a unique advertising opportunity that is both highly targetable and cost effective. These ads can be micro-targeted with hundreds of selections including demographic, financial, spending patterns, travel habits and so much more. The combination of these elements will provide an excellent opportunity to reach potential visitors on the wildly popular site where they spend much of their leisure time. Targeted posts with attached ad spend can effectively increase reach and visibility and advanced CPC targeting allows us to fine tune the audience and deliver it in a way that increases visibility and brand awareness at minimal cost.

SELECT TARGET AUDIENCES

SOLVE will focus efforts on the visitors most likely to visit SLO. The majority of visitors are from CA and Western states, so a deeper effort will be directed at exposing this hidden gem to those looking for something new and special, who may not be aware of the opportunity to stay in Edna Valley and Arroyo Grande Valley. Also, it is important to target the visitors who are driving the iconic road trip, showcasing the advantages and benefits of a stay in SLO Wine country on their journey along the coast.

ANALYTICS AND ROI TRACKING

By providing an insightful look into the success of our collaborative marketing efforts, SOLVE will track, review and analyze the marketing tactics, campaigns and paid ad programs. The following services are inclusive with all SOLVE management and campaign programs.

• Insights to track demographics, reach, engagement, sharing, referring sites, tab views, top posts, impressions percentages and level of participation.

• Set-up the new Landing page and social media with key ROI tracking codes to track social mentions and clicks

• Provide reports with social and conversion insights and analysis

MEDIA ADVERTISING STRATEGIES and PLANNING

We use hyper-targeted Facebook and Instagram image and video ads as they are the most versatile and cost effective on the market. We focus the media budget on Facebook and Instagram ads with tight advanced targeting strategies. The ability to use a pay-per-click option and the focused demographic targeting mean your dollars are spent on only those most likely to actually click and view.


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TARGETED SOCIAL ADVERTISING SERVICES, CONT’D.

ADS TYPES AND CREATIVE

We will focus on mobile ads and smartphone users for increased app downloads. Using the PPC (pay-per-click) option for Facebook and Instagram ads will allow us to pay a set amount per actual click. This allows for greater visual exposure as we are not charged for impressions, only actions taken. We will utilize the low cost and high visibility option of video ads and will focus creative efforts on new content. Video ads are getting a much higher engagement at a vastly lower cost

TARGETED FACEBOOK & INSTAGRAM ADs INCLUDE:

• Ads Types o Click to Website / Landing Page o Page Engagement o Video Views

• Ad Experiences

o Image o Video o Carousel

• Media Budget

o PPC Ads Budget: $150 per month o Date of Adverting services: 07/01/17 to 06/30/17

o Management

o Ads will be continuously reviewed and adjusted (optimized) for performance and results (click to download, clicks to website, likes).


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DETERMINATION & TRACKING OF RESULTS

There are key benchmarks that will reflect the success of this s marketing plan and help us to adjust tactics as necessary. They fall into two categories – Tourism Revenues and Marketing Indicators - both of which are critical to the success of these marketing initiatives. Our dedicated team can quickly adapt to market changes and the ever-evolving worlds of online marketing and social media.

TOURISM REVENUE INDICATORS

● Increased TOT for SLO Wine Lodgings (Edna Valley and Arroyo Grande Valley)

● Increased length of stays ● Stabilized revenues across shoulder season ● Strong ROI on all specific ads and marketing efforts via conversion tracking

MARKETING INDICATORS

● Increased visits to the website and/or landing pages ● Increase email database for newsletters ● Increase engagement, followers and activity on all social media channels ● Steadily increasing CTR and/or response rate for any paid advertising


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FEES & BUDGET ALLOCATION - 07/01/2017 – 06/30/2018

The below pricing reflects a greatly reduced agency rate to accommodate SWLA budgeting restrictions.

SOCIAL STRATEGIES - CONTENT, DESIGN, MANAGEMENT & MONITORING SERVICES $750 / month

o Including: advertising management, targeting, execution & optimization services (8 hours a month)

FACEBOOK / INSTAGRAM MONTHLY AD BUDGET $150 / month

• Dates: 07/01/17 to 06/30/18

EMAIL STRATEGIES - TEMPLATE DESIGN, DEVELOPMENT and IMPLEMENTATION

• Email Template Set-up, Design, Development, Coding – 2 Concepts – 1 Template $650 (7-8 hours)

• Monthly Email Research, Content and Copy Services – 1 email per month $450 / month (4-5 hours)

BLOGGING STRATEGIES - DESIGN, DEVELOPMENT & IMPLMENTATION

o Blogging Site Design and Development – 1 Template $400 (4 hours)

o Monthly Blog Content Development, Research, Copy, Original Content $350 / month and SEO-Optimized and Deploy (3-4 hours/month)

VIDEO STRATEGIES PRODUCTION, DEVELOPMENT and MARKETING $2,500+

o Video Design, Videography, Production, Management and Marketing Integration - Per (1) 60 sec Video

WEBSITE STRATEGIES - DESIGN, DEVELOPMENT AND IMPLMENTATION – PHASE 2 Cost: TBD

o Site to be designed and custom-developed per EV/AGV contracted scope o Includes design and development of specific booking traffic pages and functionality o Research, Content, Design and Development time required: (TBD) hours o Fee does not include additional plugins, lightboxes, video or image assets

WEBSITE MAINTENANCE and UPDATING SERVICES $85/hour

o All required site and CMS/Wordpress updates that can include design and development updates, updating and optimizing pages, packages, offers, photos, testimonials, contact forms, events, social media and mobile user plugins. Hourly and monthly retained plans are available.


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PROJECT TIMELINE AND TASKS

Anticipated Timeline

Tasks

15 - 45 days+

• Digital Design, Development, Coding and Integration • Integrated Content Management & Ad Campaign Program Management • Team sign-off of design and content

Note: All timelines to be confirmed upon contract approval and commencement of work.

SERVICES AND PAYMENT TERMS

Service

Terms / Info

One-time deliverables - DIGITAL

• Website / Blog Development • Email Development

50% non-refundable deposit due at Agreement signing with balance due upon deliverable and/or launch. Terms: Net 30

One-time deliverables - GRAPHICS

• Brand Creative Graphics

100% due at completion of deliverable Terms: Net 30

Recurring Fees:

• Digital / Social / Ad Management • Email Design and Implementation

Due at completion of previous month. Terms: Net 30

This proposal includes all strategy, design and development, coding, installation, implementation and delivery of design and development as quoted. The fee is based on work performed on a fixed cost basis. Should the scope of the project change after acceptance of terms and pricing, we will provide a detailed scope change to define additional work and associated costs.


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NEXT STEPS

To proceed with this scope, please take the following steps:

• Accept the Proposal as is or discuss desired changes. Please note that changes to the scope of the project can be made at any time, but additional charges may apply.

• Finalize and sign pending County Contract. • Submit initial payment of total project fee (depending on scope).

Once these steps have been completed we will begin the project with a kick off meeting to introduce relevant personnel and begin preliminary project activities. Sincerely,

Judith Cohen, CEO

SIGNATURE / ACCEPTANCE:

Signature: _____________________________

Name: _______________________________

Title: _______________________________

Date: _______________________________


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With our gratitude for your consideration.

SOLVE is ready. We offer every level of service from strategic consulting to full-scale design, execution and management of key marketing and promotional programs. We

are dedicated and passionate about creativity, integration and data as a key strategy to create and sustain essential growth.

We look forward to working together to better leverage and expand your marketing strategies and efforts, engage and grow your community -- and take the Adelaide Inn

and Cambria Inns Collection properties to an extraordinarily prosperous outcome.

The results will definitively make you glad you chose us.

We promise.

Annual Marketing Campaign, SLO Wine Lodging Alliance

SLO Wine Country represents 32 wineries throughout the Edna Valley AVA, Arroyo Grande AVA, and

surrounding growing areas including Pismo Beach, Avila Beach, Nipomo and Cambria. Our focus is to promote

and build brand awareness for our coastal wine region to regional and national consumers, trade and media

contacts, and travel industry partners. As our wine region grows in recognition, we continue to find unique and

creative ways to tell our story while including the destination experience in all our branding efforts. Our focus

is to bring more wine and travel enthusiasts to San Luis Obispo Wine Country, and to build brand awareness

throughout California and the southwestern US. SLOWCA is a non-profit 501-C6 organization.

As part of our partnership with the SLO Wine Lodging Alliance, SLOWCA will continue to develop cross-

marketing promotional opportunities in an effort to increase top of mind awareness throughout the year for both

our wine region and the lodging partners within our wine country. With an ongoing partnership, SLO Wine will

work collaboratively with properties in Edna/Arroyo Grande Valley to offer the following:

-Membership Benefits including referral services for wedding, conference and special event venues

-Inclusion of the destination experience in media visits

We are looking to grow awareness of both SLO Wine Country and the Edna/Arroyo Grande regions through

this creative marketing partnership. This funding would cover a multitude of cross-promotional marketing

opportunities. Below is a listing of benefits:

1. Associate Membership: All SLO Wine Lodging partners will be associate members to SLO Wine

Country. Benefits include:

-A full page ad in the SLOWCA Visitors Guide in 2017 (Value: $2500)

-Optional booth space at Harvest on the Coast OR promotional flyers/information at Auction Tables and

inside event. ($500 Value)

-Annual Banner ads on SLOWCA website (sizes: 250px (w) x 250px (l), 250(w) x 500, 250(w) x 750).

($500 Value)

-Hosting owner's meetings at lodging properties

-Website Branding with listing under associate members & “Stay” Section ($500 Value)

-E-Newsletter Branding & Content Submission ($1500 Value)

-Social Media Branding & Content Share

-Event Tickets – 8 complimentary tickets to Harvest On the Coast Grand Tasting ($600 Value)

2. Trade & Media Hosting:

-Funding will off-set costs for travel/wine/food writers coming to the area and be used to host

media/trade when available. (Value: Placement of organic written stories in national/syndicated

publications)

Total Funding Requested: $4000

We hope to establish an annual cross-promotional campaign with SLO Wine Lodging partners to connect SLO

Wine Country with those individuals staying in wine country. We believe a partnership at this level will

leverage both SLO Wine and SLO Wine Lodging’s efforts to brand wine coast country as the place to see, stay,

eat/taste and explore when traveling to the Central Coast.

Looking long-term, we think this partnership will create top of mind awareness for wine enthusiasts when

booking their stay in SLO County. While cross promoting our Edna & AG partners, we feel SLO Wine is the

perfect platform for creating symbiotic relationships and that wine tasting is becoming more and more an

integral part of our traveler’s central coast experience.

STATISTICS, MARKETING AND PUBLIC RELATIONS BREAKDOWN:

WEB 2016:

168,000 Visits with over 115,000 Unique Visitors

4.5 M Web Hits

537,000 Page Views

Visit Page: Over 7200 Views 2016

Stay in Arroyo Grande/Edna Valley Webpage: 2400 Views 2016

E-Newsletter: Logo inclusion in 75 e-newsletters July 2017-June 2017, Avg. Open Rate: 34%

Avg. Click Rate 6%

SOCIAL MEDIA:

Facebook Likes: 8821

Instagram: 2500 Followers

PUBLIC RELATIONS:

See attached report for all publicity 2016

VISITOR GUIDE DISTRIBUTION:

60,000 Printed

Distribution through Certified Folder in: San Luis Obispo County Area, CA Welcome Center Pismo Beach,

CA Welcome Center Oxnard, Santa Barbara/Ventura (Super Cities), San Jose Airport, Monterey Bay Area

(Super Cities), CA Welcome Center Merced, CA Welcome Center San Francisco, CA Welcome Center Santa

Rosa, Sonoma County Airport, San Jose/Santa Clara (Super Cities).

Visitor TV Video and SLO Wine Visitor Guides at SLO Airport

Draft Until Approved

SLO Wine Lodging Alliance Board Meeting Minutes

July 11, 2017 - 741 Twin Creeks Way, San Luis Obispo

Board Members Present: CBID: Ed Kurtz Cheryl Cuming (CAO) Laura Jeffrey Others Present: Pat Goetz Landy Fike, Admin Lizzy Thompson Judith Cohen, Solve Agency Pattea Torrence Heather Muran, SLO Wine Country Katie Sturtevant, STP Leigh Woolpert Absent: n/a Jena Wilson ______________________________________________________________________

1. Call to Order: by Ed Kurtz at 3:05 pm.

2. Public Comment: None 3. Introduced Leigh Woolpert of Biddle Ranch. Leigh gave a brief history of her background and involvement in the community. Leigh is also on the SLO Wine Country Board. Leigh’s application for the EVAGV Local Fund Board was included in the board packet. 4. Consent Items: The May 9, 2017 minutes were submitted for review and approval. A motion was made by Pat Goetz and seconded by Lizzy Thompson to approve the minutes. With no further discussion, the minutes were approved by a voice vote of the local advisory board. Ed Kurtz and Laura Jeffrey abstained. 5. CBID Local Fund Update: CAO Cuming reviewed the results of the May Rural Road Trip Contest. EVAGV was the last community to be featured with 152,206 impressions, 758 video views, 1,778 Facebook clicks and 2,418 emails for the data base. All of the videos, press releases, blog entries are available for use by the constituents. June’s summary included the successful partnership with The Tribune by providing editorial for Beach Towns of the Central Coast publication that was distributed in Fresno County. The year-end was completed and renewed for another year. In the 2016/17 Co-op recap, SWLA was always represented: SF Gate digital paper native advertising; Alaskan Air, ad with SLOCal; CCTC ad in Sunset; Visit CA and Pismo Beaching the Brand USA outdoors; native ads with BuzzFeed. July’s summary showed emails at 59,630 and YouTube views increased to 13,295 from May’s 658. The CBID 2017/18 budget was approved and includes a sponsorship for Kind Traveler that works with the Stewardship Traveler Program. Also in the mix will be

250,000 H1DR maps distributed. An infrastructure/beautification application is available for local funds to pursue things like signage, playground equipment or lighting. A bright spot in the north county is Ragged Point being able to host weddings that have been cancelled in the Big Sur areas. 6. Introduced Jena Wilson of Greengate Ranch & Vineyard. Jena gave a brief history of her background and involvement in the community. Jena’s application for the EVAGV Local Fund Board was included in the board packet. 7. Presentations: Katie Sturtevant, director of the Stewardship Travel Program Reviewed the CBID end of year report. Noted that the STP won the Cal Poppy Award for “Contribution to Community. Due to its popularity, STP is reprinting their Wildlife Viewing tips and Stewardship tips. Success Stories: The 4th annual Coastal Discovery was a big success. Partnered with Whale Trail on seven interpretive signs. Avila Beach started beach cleanup tote bags with local art printed on them to encourage participation. STP workshop collaborations with constituents, parks & rec and the Land Conservancy in Avila Beach, Los Osos, Cayucos and Cambria were well received. Katie gave stats that show 75% of travelers believe it’s important that their travel dollars benefit the communities they visit. Katie explained the sponsorship of Kind Traveler. It is a hotel booking platform that gives the booker a discount on hotels when the booker donates to a charity on their site. Katie spoke briefly on the creation of a Heritage Trail that follows the H1DR. Heather Muran, Executive Director, SLO Wine Country Heather spoke to the growth in their brand recognition in travel and wine publications. There are 32 member wineries with the potential for 5-7 member growth. She mails 100 - 150 map brochures weekly. The maps are also available digitally. New this spring is the ability to plan your wine trail with Google maps. The brochure/maps are available in Monterey, Santa Barbara and Oxnard but have pulled out of the San Jose Airport. SLO Wine Country has partnered at events with SLOCal, City of SLO and Pismo Beach. Pat asked if SLO Wine is planning any new events and Heather replied no as it is too expensive and she hasn’t enough bandwidth. Associate membership benefits include: listings on website; a booth or 8 tickets to Harvest on the Coast; newsletter contend and branding; social media branding; content sharing; and banners ads on slowine.com. Judith Cohen, CEO, Solve Judith reviewed the 2016/17 services and proposal for 2017/18. She recommended considering a branded blog on the SWLA website. With the objective of creating more storytelling which translate into more social media interest and sharing. Pattea asked how and where would the content come from. Items for consideration:

• Booking Strategy - need to flesh out

• Blog development

http://slowine.com/

• Website maintenance, management and updates

• Video Strategies

• Email Marketing, template & monthly newsletter 8. Katie, Heather and Judith were invited to stay but left the meeting before discussion of their proposals. 9. Budget Update: action/discussion item 10. Action/Discussion Items: a. 2016/17 Budget Review: Ed reviewed the overall budget, reflecting $12,000 was the budget for 2106 and projecting for 2017 would be $20,000. Projected carry forward would be $11,000. Ed asked if we could change the budget layout to take care of known costs, not to exceed $20,000. Costs: Admin - General fund + district = $2,940 - Local fund ($250/mo) = $2,000 Chamber Membership = $ 260 SLO Wine Country = $4,000 Solve = $9,000 _______- Maintenance = $1,800 = $20,000 Extras: Chamber ad - $1,200 Facebook campaign $1,800 It was asked why we have $1800 in maintenance for a landing page when Judith said it was easy and less than a hour a month to manage. It was pointed out that H1DR is free to us. Ed reminded us that we have a very good partnership with Solve and they are the most invested in our success. Cheryl said that Solve is giving EVAGV more than other LFB are receiving from their agencies. It was agreed that Ed would ask Solve for a decrease in the maintenance cost. Will review strategy at next meeting. A motion was made by Pat Goetz, and seconded by Pattea Torrence, to approve an overall budget amount of $20,000. With no further discussion, it was approved by a unanimous voice vote of the local Advisory Board. A motion was made by Pat Goetz, and seconded by Pattea Torrence, to approve a budget of $10,800 for Solve. With no further discussion, it was approved by a unanimous voice vote of the local Advisory Board.

b. SLO Wine Country membership renewal Ed feels that the $4,000 membership is a good value. Pat would still like to replace the Harvest booth option with tickets to the event or decrease the membership cost to $3,500. Pat is going to contact Heather to proposed the change. A motion was made by Pat Goetz, and seconded by Lizzy Thompson, to approve the SLO Wine Country membership for $4,000. With no further discussion, it was approved by a unanimous voice vote of the local Advisory Board. c. Board Renewals Pattea asked Jenna and Leigh to give several reasons why they would add a different voice to the board. Both cited their youthful outlook and understanding of the millennial wants and needs. A motion was made by Lizzy Thompson and seconded by Pat Goetz to approve the board application of Leigh Woolpert. With no further discussion, the motion was approved by a voice vote of the local advisory board. A motion was made by Pattea Torrence and seconded by Lizzy Thompson to approve the board application of Jena Wilson. With no further discussion, the motion was approved by a voice vote of the local advisory board. d. September Meeting date change Ed is unable to make the meeting on September 12th and asked if the meeting could be moved to another day. It was agreed that Wednesday, September 20th at 3 pm would work for the board members. 11. Future Agenda Items/New Business: Landing Page discussion Discussion on how to spend a portion of our carryover Solve maintenance costs 10. Closing Comments: None 11. Next SLO Wine Lodging Alliance Board Meeting: Date: September 20, 2017 Time: 3:00 pm Location: Ed Kurtz to determine 11. Adjournment: The meeting was adjourned at 5:15 pm.

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San Simeon Tourism Alliance Social Media and Public Relations

April – September 2017

Scope of Services Solterra Strategies brings expertise to the San Simeon Tourism Alliance in a variety of areas including: unique brand positioning, brand development, public and media relations, trade relations, strategic partnerships, digital marketing expertise, which includes social media strategy and execution. The Solterra team - Stacie Jacob, Jennifer Bravo and Mike Dawson brings more than 25 years of wine and tourism marketing experience with an emphasis on developing genuine brand messaging across several platforms. Solterra proposes working with the San Simeon Tourism Alliance in two ways: 1) social media marketing and 2) media and public relations. Together we continue moving the strategies set forth during the shoulder season campaign into the spring: March – July 2017. The first phase has been focused on establishing systems, benchmarking consumer engagement and understanding your audience. The next phase will allow us to keep the plan engaged and moving forward. Solterra will bring creative thinking and innovative ideas to generate awareness for this unique destination. Media and Public Relations – Solterra will work with the San Simeon Tourism Alliance to leverage timely events happening along the Highway 1 Coast. This proposal includes one (1) press release during the timeframe to communicate itinerary ideas for this coastal destination. Solterra will target travel and lifestyle media in an effort to generate content specific to San Simeon to then use via the social media campaign. Specifically targeting bloggers and regional media will kickoff the public relations campaign to generate results that can be leveraged through digital media channels. This strategy will boost awareness and create specific content unique to the San Simeon’s coastal destination. Media and public relations actions include:

Communication with key local and regional travel and lifestyle journalists about travel ideas the happenings on the San Simeon Coast: April – July 2017.

Keep the San Simeon destination offerings top-of-mind with key industry associations: Visit SLO County, Visit California, Highway 1 Discovery Route, etc. as well as key wine associations: Pacific Coast Wine Trail, Paso Robles Wine Country Alliance, SLO Vintners, etc.

Solterra proposes developing one (1) press release on travel ideas as summer 2017 approaches. Write, distribute and follow-up with key journalists and bloggers.

Social Media Marketing and Digital Advertising – Solterra Strategies brings strategy to social media helping clients understand their goals with these communication channels. Now that we’ve established a strategy and San Simeon’s goals on social media, Solterra will continue developing content for each social media channel: Facebook, Twitter and Instagram and execute day-to-day social media interaction with followers. Solterra will work with social media influencers to help leverage interaction with all of San Simeon’s social media channels. Solterra will help create a unified “voice” of the destination and use it across all platforms, offering creativity, spurring interaction and creating engaging, beautiful and fun content. Solterra will continue to manage all social platforms.

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With the first phase nearly complete we know there is still work to grow your audience. Having the approved $500 per month to leverage your digital marketing platform will us further engage audiences and drive traffic numbers. Fee Schedule: Monthly Retainer - $3,000 Solterra recommends the proposed Scope of Services for a monthly fee of $3,000, based on a 4-month contract: April – July 2017 with a two-month extension August – September 2017. This is a monthly equivalent of 30-35 hours. Either party may void this contract with a two-month (60-day) written notice. Expenses (if applicable) Travel and business expenses including mileage, lodging, meals and other approved out of pocket expenses (i.e., Facebook boosts, advertising, contests, etc.) will be billed on a monthly basis. An agreed upon up to $500 per month has been integrated into the plan to pay for online tools (i.e., Mail Chimp, Facebook ads) and other opportunities that arise to leverage the digital media platform.

Stacie Jacob Michael R. Hanchett Solterra Strategies, LLC San Simeon Tourism Alliance


Local Area Fund: Application

Event Title: Cambria Film Festival: Celebrating Romance and Romantic Comedy

Event Dates: __February 8-11, 2018____ (emphasis will be placed on events that occur in the off-season October –

June)

Amount of funding requested: ___$1,500___ Overall budget: _____$20,000___

Organization Information:

Local Area: San Simeon Tourism Alliance

Submitted by:__Nancy Green Phone:___805-927-5952__E-mail:_______ Nancy Green <[email protected]> _____

Organization receiving funds: CAMBRIA CENTER FOR THE ARTS

Mailing Address: 1350 MAIN STREET, CAMBRIA, CA 93428

Contact Person: __NANCY GREEN_____Phone:__805-927-5952

Event description, including website link:

The Cambria Film Festival showcases classic and new romance and romantic comedies (including feature films and

shorts) in an intimate film festival set in a small seaside village. It targets both local and out of area attendees for this

multi-day event. Its inaugural festival will occur February 8 to 11, 2018.

www.cambriafilmfestival.com

Event Details

Last Year Current Year (projected) Total Revenue : na $20,000 Total Expenditures : na $20,000 # Attendees na 1,500 screening attendees Percent of out of area Attendees: 50 % OF PASS HOLDERS (SEE ATTACHMENT FOR OTHER AREAS)

# Room Nights: 84* Room night calculation: Grant funding $__4500__/$100 (average ADR) = __45__ (number of room nights that must be secured in order for event sponsorship investment to break-even) *please consider a vacation rental as 1 room/unit Describe how this event will support overnight stays.

By taking place the second weekend in February, the event is scheduled for a slower tourism period. (We recognize that the following weekend, President’s Weekend, is often already a well-booked period.) This activity is designed to support both San Simeon and Cambria tourism. The gala kickoff event will be held at the HC Theater. The Festival will seek to work with San Simeon hoteliers to promote ‘stay and view’ film packages to interested parties.

http://www.cambriafilmfestival.com/

As noted above, we anticipate at least 84 hotel nights will be booked as a result of this event, based on overall screening attendance of approximately 1500 and unique individual attendance of between 300 and 500. We will be able to track impact in multiple ways, including:

Our marketing plan will focus on developing a strong email database for on-going communication, but also permitting reviewing demographics

These are all ticketed events. For tickets sold online through Brown Paper Tickets, we will know by event how many out-of-area tickets were sold. For tickets sold on-site we will request zip code information for demographic tracking purposes.

We will create links between our website and the tourism board’s hotel links. The Festival will reach out to interested hotels to encourage them to create a Film Festival Romance Package for the weekend, in which they can provide two Silver Passes to guests who book two nights at their location. The Festival will make such passes available to the hotel at a special discounted rate. Participating hotels will be featured on our web site with links to their hotel reservation web site.

As part of your application submission, please include financials (revenue and expenditures). Funds requested should not be used for overhead or maintenance. SEE ATTACHED FACT SHEET

Keep in mind that a percentage of the requested event sponsorship funds need to be attributed to out-of-area marketing. A detailed marketing plan should be part of your application submission. Note if your organization has received funding in previous years, include the follow-up report as part of your application submission. If funded, a Follow-up Report will need to be submitted 60 days following the conclusion of your event.

Please acknowledge that the following will be provided by initialing each:

_NG____Visibility of lodging messaging: Accommodations/Places to Stay section on your website and Facebook page,

with active links to lodging information on the local fund tourism site.

___NG___Inclusion in promotions: Tourism logo needs to be listed as a sponsor / partner on promotional materials

including website and social media. Printed materials must also include the logo, and we ask that the tourism brand be

publicly recognized as a sponsor at the event (when applicable).

___NG___Database acquisition: A mechanism must be implemented to gather email addresses from attendees, with the

agreement that these emails will be shared for inclusion in the local fund email database.

___NG___Tickets for promotional purposes: Ticketed events are requested to provide 4 tickets to be used by the tourism

board for promotional purposes.

___NG___Program ad: If the event includes a program, ad space is required.

If you did not initial the sponsorship criteria above, please provide an explanation of why this criterion is unable to be met: Before signing the statement below, please confirm that each of the following is included within your submission: ___X__ Completed & signed Application ___X__ Financials ___X__ Marketing Plan __n/a__ Prior year Follow-Up Report (if local fund monies have been provided in the past) ___X__ Submitting 120 days prior to event date, and 14 days prior to the LFA board meeting APPLICANT'S STATEMENT I have reviewed the foregoing application submitted by ________________________________________ proposing a contractual project to the San Luis Obispo County Tourism Business Improvement District (CBID). I understand that the contract which the CBID will enter into with the organization requires that the organization be responsible for any damage claims or other liabilities arising out of the performance of the contract. Applicant is able to provide proof of insurance to the CBID, with the CBID named as an additional insured on the policy for the project. Additionally, the applicant understands that he/she is entering into a contract with the CBID for a specific program/project and/or event and the CBID is not making a charitable gift to the applicant. I have reviewed this application on behalf of the organization named herein-above. I am informed and believe that the applicant and/or organization can and will carry out the program/project and/or event as described. I declare under penalty of perjury that the foregoing is true and correct. Executed at,

____________________, California, on this _________ day of _______________, 20_____.

By (Signature): ____________________________________________Print Name: _______________________________________

Title: ___________________________________________________________________

____________________________________ Revised: May 1, 2017 Local Fund Chair Date ____________________________________ Local Fund Co-Chair Date

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San Simeon Tourism Alliance MEETING MINUTES DRAFT UNTIL APPROVED

July 18, 2017, 1:00 pm Cavalier Cove Room 250 San Simeon Ave., San Simeon, CA

The meeting was called to order at 1:08 pm

WELCOME & INTRODUCTIONS

Board Members Present: Mike Hanchett and Kaushik (Ken) Patel, and Paul Panchal. Staff: Cheryl Cuming, SLO CBID CAO; Michele Roest, Visitor Center Coordinator and Recording Secretary. Guests: Mike Hanchett Jr, Cavalier Resort; Mark Hucek - Cavalier Resort; Stacy Jacob & Brad Rubin -- Solterra; Tim Bridwell - Friends of the Elephant Seal (FES); Debi & Jim Saunders - Hearst Ranch Winery; Carolyn Skinder -- Monterey Bay National Marine Sanctuary & Coastal Discovery Center; Miguel Sandoval -- San Simeon Lodge and Beach Bar & Grill; Bonny Panchal -- Silver Surf; Taylor Hilden -- Cambria Scarecrows; Nancy Green & Dennis Frahman, Cambria Center for the Arts (CCAT); Alison Dorendt -- Expedia.

ACTION: Board President Mike Hanchett requested approval of revised agenda to add an Action Item of a funding request by the Cambria Film Festival. Paul made the Motion, Ken 2nd, All In Favor. PUBLIC COMMENT(S) Mike Hanchett commented that he will be submitting the quarterly invoice for Chamber funding to the CBID; he also indicated that Letters of Intent to continue serving on the San Simeon CBID advisory board were submitted by himself (Mike Hanchett Sr) and Paul Panchal. A report from CORRESPONDENCE None

APPROVAL OF MINUTES for June 20, 2017. Ken made the Motion, Paul 2nd; All in Favor.

SLO CBID UPDATE Cheryl confirmed that the CBID budget was renewed for another year. The marketing contract was also renewed. The HW1DR map has been revised and is being reprinted (about 250,000 copies to be distributed to Welcome Centers). The CBID Board is currently in development of a strategic and operational plan, which Cheryl will share when it is complete. Cheryl pointed out that a new grant application has been developed for funds that are not event-focused. She reminded the Board that there is also a separate County Beautification and Infrastructure Grant with a total of $100,000 available per year. The SLOCBID recently

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became a sponsor of Kind Traveler, which has similar goals as the Stewardship Travel Program. Financial Report as of May 2017: SSTA contributed 21% to the CBID.

OTHER REPORTS/UPDATES: 1. Visitor Center Report: Michele reported that visitation for June was about the same as

for May and also for June of last year. Michele and Jeanne from the Cavalier Resort hosted a table at Cambria’s Independence Day celebration. About 60 people signed up for a two-day weekend getaway. Stewardship Travel bags were also distributed.

2. Alliance Partners Report/Update: FES: Tim reported that the highway closure has affected income. With fewer visitors, donations and sales are down. Also, one-time memberships are down. This has affected the budget for printing the E-Seal newsletter and rack cards. Cheryl suggested that the CBID might consider creating a publicity piece promoting all north coast attractions that would be distributed through Certified Folder. Mike suggested that improvements with the website and SEO could increase the reach for all north coast attractions. Scarecrows: Taylor said that they are in high production with four scarecrow workshops going this week. She said they are reaching for high quality scarecrows and displays and have support from a lot of volunteers. They are adding weekend highlights to their website, which will go live next week. Coastal Discovery Center: Carolyn brought flyers for the Discovery Fair, to be held on August 26 from 11-4. The event celebrates the 25th anniversary of the Monterey Bay National Marine Sanctuary, the opening of the new History of Whaling exhibit. Congressman Salud Carbahal will attend.

3. Website & Analytics Scorecard: Riester’s report is attached. 4. Riester Audit & Search Strategy Update. Report is on its way. 5. PR/Marketing Solterra: Stacy reported that they are building the social media base

through the website and weekend getaway. The winner (Long Beach) and runner up (Watsonville) have been selected and notified.

6. Highway 1 Closure Update & Discussion. Mike reported that he has been communicating with tourism groups in Big Sur, Monterey and Santa Barbara. He is hoping to form a group for weekly conference calls with updates on the Mud Creek slide. He has reviewed the Coast highway Management Plan, developed in 2004, but pointed out that the Mud Creek slide is larger than any since then. He is reaching out to elected officials and will keep everyone posted.

7. Highway Gateway Signage update. Mike received a tentative estimate of $14,500 to complete the lettering and landscaping. This fits within the original amount of $25,000 approved by the SSTA Board. So far, $10,000 has been encumbered. Waiting on a formal bid before a vote is required. Solterra will be coordinating the ribbon cutting ceremony.

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DISCUSSION 1. Fall Promotion. Mike would like to maximize efforts between Solterra and Riester. He proposed a workshop in August to develop a plan for managing digital presence. All agreed that Mike should pursue a date and agenda for a workshop in August. 2. Expedia Presentation. Alison Dorendt from Expedia gave a presentation on programs that are available to highlight San Simeon as a destination on Expedia. Cheryl confirmed that Expedia is meeting with the CBID Board this week and there is discussion of co-op marketing proposals for the north coast and Morro Bay. Ken requested that she send them an outline of available options. No Action taken. Further discussion will be considered at the workshop in August.

ACTION ITEMS

1. Extend Solterra Contract through end of September. Motion to extend the Solterra contract as is through the end of September 2017, with a limit of $7,000. Paul made the Motion, Ken 2nd, All In Favor.

2. Cambria Film Festival. Funding request to approve $1,500 for marketing and outreach for the first Cambria Film Festival highlighting romance and romantic comedy films. Ken made the Motion, Paul 2nd, All In Favor.

Meeting adjourned: 2:40 pm Next Advisory Board Meeting: Tuesday, September 19 @ 1:00 pm No SSTA meeting in August. Location: Cavalier Cove Room

unincorporated san luis obispo county tourism business ... · regional targeted marketing campaign...

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