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San Luis Obispo County Tourism Business Improvement District Advisory Board

(SLOCTBID)

Agenda

January 20, 2010

10:00 a.m.

County Government Center 1055 Monterey Street, D430 San Luis Obispo CA 93408

DRAFT UNTIL APPROVED

SLOCTBID Members Present: Mike Hanchett, Laila Fiege-Kollmann, John King, Shirley Lyon, Matt Masia, Noreen Martin, Marjorie Ott and Nikki Schmidt, County Administrative Office Call to Order by Chair Hanchett at 10:00 a.m. Public Comment: None Business (action items):

• Interviews with marketing firms The Advisory Board spent the day interviewing marketing firms that had responded to the request for proposal issues in November 2009. No final decision was made and additional discussions will be held at the next regularly scheduled SLOCTBID meeting on January 27, 2010. Adjournment: The meeting was adjourned at 4:45 p.m.


(SLOCTBID)

Agenda

January 20, 2010

10:00 a.m.


SLOCTBID Members Present: Mike Hanchett, Laila Fiege-Kollmann, John King, Shirley Lyon, Matt Masia, Noreen Martin, Marjorie Ott and Nikki Schmidt, County Administrative Office Call to Order by Chair Hanchett at 10:00 a.m. Public Comment: None Business (action items):

• Interviews with marketing firms The Advisory Board spent the day interviewing marketing firms that had responded to the request for proposal issues in November 2009. No final decision was made and additional discussions will be held at the next regularly scheduled SLOCTBID meeting on January 27, 2010. Adjournment: The meeting was adjourned at 4:45 p.m.

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San Luis Obispo County

Tourism Business Improvement District Advisory Board

(CBID)

Minutes

January 27, 2011

9:00 a.m.

Apple Farm ~ Garden Room 2015 Monterey Street

San Luis Obispo, CA 93401

SLO CBID Members Present: Mike Hanchett, Marjorie Ott, Laila Fiege-Kollmann, Shirley Lyon, John King, Noreen Martin & Matt Masia; Nikki Schmidt, County Liaison & Cheryl Cuming, CAO. Guests: Mary Verdin, Ashlee Akers, Verdin Marketing Ink; Alan Perkel, RIESTER; Linda Parker Sanpei, Parker Sanpei Public Relations; Marshall Sumrall, Shoreline Inn. Presenters: John Sorgenfrei, Mark Elterman & Nicole Bordges. Absent: None

Call to Order by Chair Mike Hanchett at 9:06 a.m. Public Comment: CAO Cuming noted that the Happiest Places episode on Oprah (aired January 25, 2011) created a 11% increase in daily unique on WCC.com, and a 600% increased on the visitslo.com (SLO Chamber) site, where WCC.com is currently advertising. Matt Masia noted that a first time visitor in Cambria, after enjoying their vacation in SLO County, stayed and bought a house in Cambria, which emphasizes the importance of the collective PR and marketing efforts. Nikki Schmidt noted that the BID ordinance renewal process has begun and she will provide updates as they are available, and will plan to provide the timeline at the February meeting.

Administrative Items:

• Upcoming Events February Board Meeting will be held on Wednesday, February 23, 2011 from 12 – 3pm. CAO Cuming also noted that recently she was asked, and accepted, to participate in 3 committees that would help support BID efforts – Hearst Cancer Resource Center, Cal Poly RPTA Advisory Council and SLO Chamber Economic Development. Business (action items):

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• Approval of December 15, 2010 meeting minutes Laila Fiege-Kollmann questioned the use of the word “involved” on page 2. John King asked why there was not a budget designated for event support and asked that monies be specified. Chair Hanchett mentioned that local area budgets could be allocated to support area-specific events. John King noted that we may need to develop a policy on the CBID’s approach on supporting events. A motion was made by Laila Fiege-Kollmann, seconded by Matt Masia to approve the December 15, 2010 meeting minutes. With no further discussion, the December 15, 2010 minutes were approved by a unanimous voice vote of the Advisory Board.

• Administrators Report

CAO Cuming reviewed the January Administrator’s Report highlights, and noted that this report is available on YourCBID.com.

• Fiscal Year 2010 2011 Financials Nikki Schmidt presented 2010 2011 Financials month ending December, 2010; the Board did not have any comments or questions. The TOT baseline information was also provided and it is noted on the Stat Summary sheet that TOT baseline is up .06% YTD and flat for the period ending December 2010. Nikki Schmidt asked that all Financials be posted on YourCBID.com, and CAO Cuming confirmed that she will do so.

• Budget Chair Hanchett & Vice Chair Ott asked that the Board discuss how we can best manage our priorities to create the highest impact on ROI. A lengthy discussion ensued and a summary of action items is included: Focus on PLAY (240 goal for Phase II) & EVENTS, EAT profiles are completed for Phase II and VMI|RIESTER will create a form that can be completed and submitted to hold in queue in order to better manage content requests/submissions. Form a Marketing Subcommittee (comprised of Marjorie Ott, Laila Fiege-Kollmann & Shirley Lyon) in order to manage the details of content management. Work on BaseCamp to provide updates on weekly Progress Report. Explore the options to bring on an intern from Cal Poly to manage some administrative tasks & formulate a manual to determine what services they will provide. Focus on continued content updates & additions.

• VMI | RIESTER and Parker Sanpei Linda Parker Sanpei reviewed the Client Action Report for the out of area PR, and highlighted the notable coverage for December, including Luxury Las Vegas, PeterGreenberg.com and TravelAge West. Monthly PR impressions total 1.615 million, and total YTD impressions are 98.5 million. Ashlee Akers reviewed the Stat Summary sheet which showed increases in all areas of WCC.com, including the 24.9% open rate for the e-newsletter. CAO Cuming noted that the Stat Summary report is available on YourCBID.com. Alan Perkel reviewed the updated STAY design to separate Vacation Rentals and Hotel/Motel/B&B search options. The Board agreed to have the split screen design. Alan Perkel

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noted that it would be 2 – 2.5 weeks to launch. Shirley Lyon agreed to work directly with Alan Perkel to provide the 10 – 15 vacation rental photos that will be used in the hero shot rotation. CAO Cuming discussed the issue of updating profiles on partner sites, like the VCB. Vice Chair Marjorie Ott suggested that we notify all constituents that they must update their profile on the VCB site, and Noreen Martin suggested that maybe the VCB could provide the admin support for this function. It was also noted that the SLO Vintners recently provided an update to members and VMI|RIESTER incorporated those changes. CAO Cuming noted that the PRWCA profiles are currently not being updated dynamically and CAO Cuming confirmed she will contact Stacie Jacob to discuss the options. Mary Verdin presented two options (Photo Contest & Itinerary Contest) for the upcoming contest, once the Giveaway Getaway reaches 5,000 entrants. The Board selected the Itinerary Builder promotion. The Media Center proposal was also presented and reviewed. Mary Verdin reviewed the Phase II funding priorities and the Board agreed to move the following items down in priority, which means they will be a focus for Phase II: UGC photo & video gallery ($2,500), Virtual tour on homepage tile ($2,500), Facebook content loop road (($4,200), Facebook photo contest ($6,500), Internal PR other ($4,500). The Board agreed that the following would be priorities in Phase II: Map Evolution ($6,500), New Itinerary Builder Promotion ($5,500), Hearst Web Banners ($1,200), Media Center initial launch ($10,000 - $11,500), Content Submission Form $4,490). Nikki Schmidt suggested the Hearst 3-month test (approved at $10,000), be moved out of the VMI|RIESTER budget and be invoiced directly from Hearst to the CBID. CAO Cuming to process. Items were requested to estimate for the February meeting included a Savor Landing Page, a Savor Countdown, and a Coop Getaway Landing Page. A motion was made by Shirley Lyon, and seconded by Vice Chair Ott to approve the above additions, for a final confirmed total of $397,715. With no further discussion, the budget recap was approved by a unanimous voice vote of the Advisory Board.

• Partnerships CAO Cuming reviewed the partnership overview and noted that the Hearst relationship will begin in February. It was also noted that Morro Bay BID agreed to fund the October FAM an additional $700, for a total contribution of $3,200. The BID Alliance recap consisted of an update from Chair Mike Hanchett to recap the funding model progress, and Noreen Martin noted the marketing plan draft was being finalized and requested that Stacie Jacob have time on the February agenda to present to the CBID Board.

• Local Area Funding Program CAO Cuming reviewed the overview and noted that she will be meeting with County Council to evaluate next steps regarding Board selection.

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Presentations:

John Sorgenfrei & Mark Elterman presented the BID coop ad creative spread for the April US Airways Magazine feature. Nicole Bordges, a rep from US Airways Magazine, was also available for questions. The Board reviewed the spread ad and the splash page creative and agreed to allow CAO Cuming to review with the newly formed Marketing Subcommittee.

Future Agenda Items:

John King requested that the Board review event fund designation in the budget, and to determine the need for a policy on how the CBID will support local events. Nikki Schmidt noted that the revised conflict code information needs to be reviewed and asked that this be placed on the March agenda. Noreen Martin requested that Stacie Jacob present the VCB Marketing Plan draft at the February meeting.

Adjournment: A motion was made by Vice Chair Marjorie Ott, second by Laila Fiege-Kollmann, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 12:48 p.m.


(SLOCTBID)

Agenda

February 1, 2010

1:00 p.m.


SLOCTBID Members Present: Mike Hanchett, Laila Fiege-Kollmann, John King, Shirley Lyon, Matt Masia, Noreen Martin, Marjorie Ott and Nikki Schmidt, County Administrative Office; Guest: Cheryl Cuming Call to Order by Chair Hanchett at 1:00 p.m. Public Comment: None Business (action items):

• Discussion regarding 2010 SLOCTBID meeting dates The Advisory Board discussed changing their monthly meeting from the 4th Wednesday of the month to the 3rd Wednesday of the month. A motion was made by Ms. Fiege-Kollmann to move the monthly meeting of the SLOCTBID from the 4th to the 3rd Wednesday of the month beginning with the February meeting. The motion was seconded by Mr. King. After a brief discussion pertaining to the location of the February 17th meeting, the motion was passed on a unanimous voice vote of the Advisory Board. Additionally, there was consensus that the February 17th meeting would be held at the Apple Farm in San Luis Obispo.

• Discussion and consideration of a contracting for an Executive Director

The Advisory Board discussed at great length their intent to hire an Administrator. They discussed with Ms. Cuming the administrative structure needed for the SLOCTBID. With Ms. Cuming absent, the Advisory Board continued their discussion on the merits of hiring an Administrator. Salary and office expenses were discussed. Ms. Martin volunteered office space in her office, along with a dedicated phone line. Discussions ensued relating to the Administrator’s exclusively to the SLOCTBID. Several motions were made and withdrawn. A motion was made by Mr. King, seconded by Ms. Ott, to negotiate with Ms. Cuming for:

• $96,000 annualized over 6 months • office space and dedicated phone line to be provided • reimbursements for

o mileage (at federal rate) o travel at amounts per the County’s approved travel policy o office supply

• review in 6 months with salary negotiations not to exceed $120,000 annualized

• to work exclusively for the SLOCTBID with the exception of Sunset – Savor the Central Coast and Niner Wine Estates (until April only)

No discussion on the motion ensued, and the motion was approved on a unanimous vote voice of the Advisory Board. After a brief discussion with Ms. Cuming, with Ms. Cuming absent, a lengthy discussion was held by the Advisory Board regarding the terms. A motion was made by Ms. Lyon, seconded by Ms. Fiege-Knollman, to change the terms to:

• $96,000 annualized over 3 months • review in 3 months with salary negotiations not to exceed $120,000

annualized • office space and dedicated phone line to be provided • reimbursements for

o mileage (at federal rate) o travel at amounts per the County’s approved travel policy o office supply

• to work exclusively for the SLOCTBID with the exception of Sunset – Savor the Central Coast and Niner Wine Estates (until April only)

A lengthy discussion by the Advisory Board ensued regarding these terms. Ms. Lyon called for the question which was unanimously approved. The SLOCTBID Advisory Board, on a unanimous voice vote, set the terms as amended. Ms. Cuming accepted the terms. Ms. Schmidt indicated that she would begin prepare the contract for review and signatures.

• Discussion regarding marketing plan, priorities and BID infrastructure

The Advisory Board confirmed their interest in a Sunset Savor sponsorship and agreed to a range of $25,000 - $50,000. Steve Burns of O’donnell lane, LLC, will be contacted to confirm sponsorship. Ms. Cuming asked the Advisory Board to be present for the February 26th, 2010 ground breaking at Santa Margarita Farms. The Friday morning time is in the process of being determined. The Advisory Board discussed the short term scope of services that the Advisory Board

would like the Administrator to begin work on: 1. Select agency;

2. Finalize Sunset sponsorship; 3. Prepare job description and scope of work for Administrator position; 4. Build member inventory system; 5. Marketing Plan; 6. Build team; 7. Communicate with our constituents; 8. Board of Supervisors Presentation; 9. Annual Report

The Advisory Board discussed the January 20th, 2010 presentations from the marketing firms. They decided to ask two (2) firms to present Branding and Website information at the February 17th, 2010 meeting. A letter will be drafted to notify the firms. Future Agenda Items: Mr. Hanchett spoke to the marketing plan being prepared by Carl Ribaudo of Strategic Marketing Group. The 3-5 year marketing plan is ready to be presented and the Advisory Board has consensus that a special meeting, February 24, 2010 at the Apple Farm, would work for Mr. Ribaudo to come and present the marketing plan. Mr. Hanchett would confirm with Mr. Riabudo of this date. Adjournment: A motion was made by Mr. King, second by Ms. Lyon, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:30 p.m.


(SLOCTBID)

Agenda (REVISED)

February 17, 2010

1:00 p.m.

Apple Farm 2015 Monterey Street


DRAFT UNTIL APPROVED SLOCTBID Members Present: Mike Hanchett, John King, Noreen Martin, Shirley Lyon, Matt Masia, Marjorie Ott, Nikki Schmidt (County Administrative Office) & Cheryl Cuming (CAO). Members Absent: Laila Fiege-Kollmann Call to Order by Chair Hanchett at 1:02 p.m. Public Comment: Nikki Schmidt commented that deliberations are open and that most situations are public unless done in a sub-committee. Administrative Items:

• Office space at Martin Resorts

Ms. Martin confirmed the space will be available after March 1 for the new CAO. Ms. Martin confirmed that the Advisory Board agreed that a dedicated phone line was needed. Advisory Board agreed and confirmed that the monthly expense will be reimbursed through the BID.

• Upcoming Board meetings dates

The Advisory Board agreed that due to board member conflicts that Board meetings will be held on the 4th Wednesday of every month versus the 3rd Wednesday, beginning in March 2010. Ms. Cuming confirmed that the next Board meeting would be Wednesday, March 24. Business (action items):

• Approval of January 27, 2010 meeting minutes

A motion was made by Ms. Ott, seconded by Ms. Lyon, to approve the January 27, 2010 meeting minutes. With no discussion, the January 27, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Approval of February 1, 2010 meeting minutes

A motion was made by Ms. Ott, seconded by Ms. Lyon, to approve the February 1, 2010 meeting minutes. With no discussion, the February 1, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Sunset Savor Gold Sponsorship A motion was made by Ms. Ott, seconded by Ms. Martin, to approve the Sunset Savor Gold Sponsorship ($25,000 - $49,999). With no discussion, Ms. Cuming will proceed with defining the details of the sponsorship benefits and reporting back to the Advisory Board.

• Consideration of Administrator Scope of Work Mr. King asked that Event collaboration be added to the document. Furthermore, Ms. Schmidt requested that the Scope be attached to the Agreement of Employment Services contract. A motion was made by Ms. Ott, seconded by Mr. Masia, to approve the Scope of Work. With no discussion, the Ms. Cuming will proceed to submit the final document to Ms. Schmidt and the Advisory Board.

• New Administrator Press Release Ms. Ott asked that our tourism goal be added, and Ms. Schmidt confirmed that the funds collection date should read July and not June. Ms. Martin requested that a photo be submitted along with the release. Ms. Cuming will incorporate said changes and proceed to submit to local publications.

• Board Focus/90-day Priorities Mr. Masia commented that he would like to review the running total of dollars in the TBID fund and the Advisory Board agreed to add this item to the monthly board agenda. Ms. Schmidt discussed the ordinance renewal process and confirmed that the Annual Report must be submitted. Ms. Schmidt will prepare a timeline of deliverables to provide to the Advisory Board. Mr. Hanchett & Ms. Martin discussed the importance of collaborating with the VCB and asked that upcoming board meetings focus on the details of that collaboration. Ms. Cuming will incorporate all additions and publish the final Board focus/90-day Priorities document to the Advisory Board.

• Interviews with marketing firms The Advisory Board spent the afternoon interviewing the marketing firms that had been asked to return to discuss Branding and Website development. Upon the completion of the presentations, the Advisory Board discussed the selection of the firm. Specific criteria was noted to help the Board weight their decision: Depth of knowledge Excellence in process Presentation expertise Ability to meet our goal The Advisory Board agreed that our philosophy is to contract with the professionals best suited for that specific phase, and that costs will be negotiated throughout each phase. Ms. Schmidt will confirm if the parameters of future RFPs as the Board works through the phased approach. Ms. Cuming suggested that a selection statement be provided to Board members to outline guidelines on our selection of Verdin/Riester for Phase I. The Board requested further research on the restaurant collaboration in order to develop a similar program for the SLOCTBID. A motion was made by Ms. Ott, and seconded by Ms. Lyon, to contract with Verdin/Riester for the brand and website development phase, agreeing we will evaluate over the next 6 months and review our process. Vote was 5:1 with Ms. Martin opposing. Future Agenda Items: The consensus of the Advisory Board was to have a special meeting on March 3, 2010 at 1:00 p.m. The tentative agenda would be:

• Presentation by Carl Ribaudo of the Marketing Plan • Brainstorm with selected marketing firm regarding brand development

Adjournment: A motion was made by Ms. Lyon, second by Ms. Ott, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:46 p.m.


(SLOCTBID)

Agenda (REVISED)

February 17, 2010

1:00 p.m.


San Luis Obispo, CA 93401 SLOCTBID Members Present: Mike Hanchett, John King, Noreen Martin, Shirley Lyon, Matt Masia, Marjorie Ott, Nikki Schmidt (County Administrative Office) & Cheryl Cuming (CAO). Members Absent: Laila Fiege-Kollmann Call to Order by Chair Hanchett at 1:02 p.m. Public Comment: Nikki Schmidt commented that deliberations are open and that most situations are public unless done in a sub-committee. Administrative Items:

• Office space at Martin Resorts

Ms. Martin confirmed the space will be available after March 1 for the new CAO. Ms. Martin confirmed that the Advisory Board agreed that a dedicated phone line was needed. Advisory Board agreed and confirmed that the monthly expense will be reimbursed through the BID.


The Advisory Board agreed that due to board member conflicts that Board meetings will be held on the 4th Wednesday of every month versus the 3rd Wednesday, beginning in March 2010. Ms. Cuming confirmed that the next Board meeting would be Wednesday, March 24. Business (action items):

• Approval of January 27, 2010 meeting minutes

A motion was made by Ms. Ott, seconded by Ms. Lyon, to approve the January 27, 2010 meeting minutes. With no discussion, the January 27, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Approval of February 1, 2010 meeting minutes A motion was made by Ms. Ott, seconded by Ms. Lyon, to approve the February 1, 2010 meeting minutes. With no discussion, the February 1, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Sunset Savor Gold Sponsorship A motion was made by Ms. Ott, seconded by Ms. Martin, to approve the Sunset Savor Gold Sponsorship ($25,000 - $49,999). With no discussion, Ms. Cuming will proceed with defining the details of the sponsorship benefits and reporting back to the Advisory Board.

• Consideration of Administrator Scope of Work Mr. King asked that Event collaboration be added to the document. Furthermore, Ms. Schmidt requested that the Scope be attached to the Agreement of Employment Services contract. A motion was made by Ms. Ott, seconded by Mr. Masia, to approve the Scope of Work. With no discussion, the Ms. Cuming will proceed to submit the final document to Ms. Schmidt and the Advisory Board.

• New Administrator Press Release Ms. Ott asked that our tourism goal be added, and Ms. Schmidt confirmed that the funds collection date should read July and not June. Ms. Martin requested that a photo be submitted along with the release. Ms. Cuming will incorporate said changes and proceed to submit to local publications.

• Board Focus/90-day Priorities Mr. Masia commented that he would like to review the running total of dollars in the TBID fund and the Advisory Board agreed to add this item to the monthly board agenda. Ms. Schmidt discussed the ordinance renewal process and confirmed that the Annual Report must be submitted. Ms. Schmidt will prepare a timeline of deliverables to provide to the Advisory Board. Mr. Hanchett & Ms. Martin discussed the importance of collaborating with the VCB and asked that upcoming board meetings focus on the details of that collaboration. Ms. Cuming will incorporate all additions and publish the final Board focus/90-day Priorities document to the Advisory Board.

• Interviews with marketing firms

The Advisory Board spent the afternoon interviewing the marketing firms that had been asked to return to discuss Branding and Website development. Upon the completion of the presentations, the Advisory Board discussed the selection of the firm. Specific criteria was noted to help the Board weight their decision: Depth of knowledge Excellence in process Presentation expertise Ability to meet our goal The Advisory Board agreed that our philosophy is to contract with the professionals best suited for that specific phase, and that costs will be negotiated throughout each phase. Ms. Schmidt will confirm if the parameters of future RFPs as the Board works through the phased approach. Ms. Cuming suggested that a selection statement be provided to Board members to outline guidelines on our selection of Verdin/Riester for Phase I. The Board requested further research on the restaurant collaboration in order to develop a similar program for the SLOCTBID. A motion was made by Ms. Ott, and seconded by Ms. Lyon, to contract with Verdin/Riester for the brand and website development phase, agreeing we will evaluate over the next 6 months and review our process. Vote was 5:1 with Ms. Martin opposing. Future Agenda Items: The consensus of the Advisory Board was to have a special meeting on March 3, 2010 at 1:00 p.m. The tentative agenda would be:

• Presentation by Carl Ribaudo of the Marketing Plan • Brainstorm with selected marketing firm regarding brand development

Adjournment: A motion was made by Ms. Lyon, second by Ms. Ott, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:46 p.m.


(SLOCTBID)

Agenda

March 3, 2010

1:00 p.m.



DRAFT UNTIL APPROVED SLOCTBID Members Present: Mike Hanchett, John King, Noreen Martin, Shirley Lyon, Matt Masia, Marjorie Ott, Laila Fiege-Kollmann, Nikki Schmidt (County Administrative Office) & Cheryl Cuming (CAO). Guests: Carl Ribaudo, Strategic Marketing Group; John Summer, VCB; Mary Verdin, Verdin Marketing Ink; Alan Perkel, Riester. Call to Order by Chair Hanchett at 1:04 p.m. Public Comment: None. Administrative Items:


The Advisory Board agreed that due to board member conflicts with the EVC Board Meeting, that Board meetings will be held on the 4th Wednesday of every month starting at 12pm versus 1pm. Ms. Cuming confirmed the next board meeting is March 24 at 12pm. Business (action items):

• Approval of February 17, 2010 meeting minutes Ms. Kollmann noted that the agency vote should be revised to 5:1 since she was absent from the 2/17 meeting. A motion was made by Ms. Ott, seconded by Ms. Lyon, to approve the February 17, 2010 meeting minutes. With no discussion, the February 17, 2010 minutes were approved on a unanimous voice vote of the Advisory Board. Presentations:

• Marketing Plan Draft ~ Carl Ribuado, SMG

Mr. Ribaudo presented the plan draft and all comments and questions were noted. Mr. Ribaudo will finalize the plan and submit a final version. It was requested that Mr. Ribaudo provide the CA Sustainability Marketing Plan, the DMO/VCB Plan (upon completion) and the El Dorado TOT form. Ms. Cuming will ask to join the CCTC strategic plan committee, and Mr. Summer confirmed that Molly Morrison attended on their behalf.

• Branding Brainstorm ~ Mary Verdin and Alan Perkel, Verdin Riester Ms. Verdin and Mr. Perkel provided details on brand & website development. Ms. Cuming confirmed that she will meet with Board members and provide a scope of services detail that outlines next steps, timelines and associated costs. Ms. Lyon was asked to provide the results of the CCMA vacation rental survey. Future Agenda Items: Ms. Cuming confirmed the following would be on the 3/24 agenda:

• Marketing Plan approval

• Mission, vision & core values

• Branding & website scope of service, timeline & costs

• Sunset Savor Sponsorship proposal and FAM trip proposal

• Constituents Communication Plan The consensus of the Advisory Board was to have a special meeting on April 13, 2010 at 12:00 p.m. The tentative agenda would be: Branding:

• Presentation of draft Brand Architecture ~ including description of visual and digital platform for brand and brand map

• Name for SLOCTBID for marketing purposes & tagline ideas Website:

• Discovery process (two hours) ~ will recap the one-on-one conversations with SLOCTBID board members and explore opportunities for developing a new site

The next Advisory Board meeting on April 28, 2010 at 12:00pm will include (and not be limited to) the following presentation from Verdin/Riester: Branding:

• Present final brand architecture

• Present logo concepts for review

• Tagline refinement Website:

• Site map developed for review

• Recommendations on Features and Functions of website

• Approval of functions and budget

The Board agreed to add upcoming meetings & events to the agenda to determine when & if our Board members &/or CAO should attend. Adjournment: A motion was made by Ms. Ott, second by Ms. Lyon, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:48 p.m.


(SLOCTBID)

Agenda

March 3, 2010

1:00 p.m.


San Luis Obispo, CA 93401 SLOCTBID Members Present: Mike Hanchett, John King, Noreen Martin, Shirley Lyon, Matt Masia, Marjorie Ott, Laila Fiege-Kollmann, Nikki Schmidt (County Administrative Office) & Cheryl Cuming (CAO). Guests: Carl Ribaudo, Strategic Marketing Group; John Summer, VCB; Mary Verdin, Verdin Marketing Ink; Alan Perkel, Riester. Call to Order by Chair Hanchett at 1:04 p.m. Public Comment: None. Administrative Items:


The Advisory Board agreed that due to board member conflicts with the EVC Board Meeting, that Board meetings will be held on the 4th Wednesday of every month starting at 12pm versus 1pm. Ms. Cuming confirmed the next board meeting is March 24 at 12pm. Business (action items):

• Approval of February 17, 2010 meeting minutes Ms. Kollmann noted that the agency vote should be revised to 5:1 since she was absent from the 2/17 meeting. A motion was made by Ms. Ott, seconded by Ms. Lyon, to approve the February 17, 2010 meeting minutes. With no discussion, the February 17, 2010 minutes were approved on a unanimous voice vote of the Advisory Board. Presentations:

• Marketing Plan Draft ~ Carl Ribuado, SMG Mr. Ribaudo presented the plan draft and all comments and questions were noted. Mr. Ribaudo will finalize the plan and submit a final version.

It was requested that Mr. Ribaudo provide the CA Sustainability Marketing Plan, the DMO/VCB Plan (upon completion) and the El Dorado TOT form. Ms. Cuming will ask to join the CCTC strategic plan committee, and Mr. Summer confirmed that Molly Morrison attended on their behalf.

• Branding Brainstorm ~ Mary Verdin and Alan Perkel, Verdin Riester Ms. Verdin and Mr. Perkel provided details on brand & website development. Ms. Cuming confirmed that she will meet with Board members and provide a scope of services detail that outlines next steps, timelines and associated costs. Ms. Lyon was asked to provide the results of the CCMA vacation rental survey. Future Agenda Items: Ms. Cuming confirmed the following would be on the 3/24 agenda:

• Marketing Plan approval

• Mission, vision & core values

• Branding & website scope of service, timeline & costs

• Sunset Savor Sponsorship proposal and FAM trip proposal

• Constituents Communication Plan The consensus of the Advisory Board was to have a special meeting on April 13, 2010 at 12:00 p.m. The tentative agenda would be: Branding:

• Presentation of draft Brand Architecture ~ including description of visual and digital platform for brand and brand map

• Name for SLOCTBID for marketing purposes & tagline ideas Website:

• Discovery process (two hours) ~ will recap the one-on-one conversations with SLOCTBID board members and explore opportunities for developing a new site

The next Advisory Board meeting on April 28, 2010 at 12:00pm will include (and not be limited to) the following presentation from Verdin/Riester: Branding:

• Present final brand architecture

• Present logo concepts for review

• Tagline refinement Website:

• Site map developed for review

• Recommendations on Features and Functions of website

• Approval of functions and budget

The Board agreed to add upcoming meetings & events to the agenda to determine when & if our Board members &/or CAO should attend. Adjournment: A motion was made by Ms. Ott, second by Ms. Lyon, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:48 p.m.


(CBID)

Agenda

March 24, 2010

12:00 p.m.



DRAFT UNTIL APPROVED SLOCTBID Members Present: Mike Hanchett, John King, Shirley Lyon, Matt Masia, Marjorie Ott, Laila Fiege-Kollmann, Nikki Schmidt (County Administrative Office) & Cheryl Cuming (CAO). Guests: Mary Verdin & Cary Woll, Verdin Marketing Ink. Absent: Noreen Martin. Call to Order by Chair Hanchett at 12:08 p.m. Public Comment: None. Administrative Items:

• Administrator’s Report

February and March (through 3/23) was presented and reviewed. Board agreed current Excel format was acceptable. Mr. Masia asked that CAO Cuming meet the BOS and the County Counsel. CAO Cuming will coordinate with Ms. Schmidt. Ms. Ott asked that complete Board packets be provided no later then the Monday prior to that weeks’ meeting and CAO Cuming confirmed.

• Monthly Financials

Ms. Schmidt presented the current financials. Mr. Masia clarified that January assessments are reflected in February reports. Ms. Schmidt confirmed that the Tax Collector is responsible for managing and collecting past due assessments.

• CBID Renewal Process

Ms. Schmidt discussed the process and reviewed the Sequence of Events. The April 21-23 mailing (referred to as the County Mail Notice) will contain Resolution of Intent, Notice and the County has requested that a Ballot be included. Ms Ott and others strongly opposed the inclusion of the Ballot. Ms. Schmidt noted that she will share the Board’s concern with County Counsel. Board agreed that a 1-page recap must be

included so constituents clearly understand the Board’s progress and plans, due to Ms. Schmidt by April 9. Board reviewed a proposed constituents progress letter and timeline, and provided their feedback. Board confirmed the new yourCBID.com information (see Constituents Communication Plan) should be included. This letter and timeline will be mailed to all constituents prior to the County Mail Notice. Mr. King requested that Ms. Schmidt provide a list of past constituents that voted No. CAO Cuming agreed to contact each constituent prior to the County Mail Notice and provide a copy of the list to each Board member. Ms. Schmidt confirmed that the Annual Report must be submitted no later than April 9 for submission to the Board of Supervisors meeting on April 20, 2010. CAO Cuming will provide an outline of the information that will be contained within the Annual Report.

• Constituents Communication Plan

CAO Cuming presented a draft plan for Board review. Comments and questions were noted and the Board agreed that we will refer to ourselves as the CBID. CAO Cuming asked that each Board member review and then a revised version of the Plan will be provided to all Board members for approval at the April meeting. Board confirmed that the vanity phone number 547- CBID and website URL yourCBID.com and email info@yourCBID were acceptable. CAO Cuming will reserve. CAO Cuming will work with VMI | RIESTER to prepare a temporary constituents portal were the CBID can post the marketing plan, the annual report, the Savor link, the letter and timeline, the link to the County Mail Notice.

• Subcommittee Considerations

Board agreed that subcommittees are not needed at this time, and the Board will continue to agree to Special Meetings so quick progress can be made in the short term. CAO Cuming will continue to reach out to individual Board members, compile the comments and provide during meetings. The Board did agree that a sub-committee should be formed for the video project and members will solicited at our 4/13 Special Meeting.

• Ethics Training

Ms. Fiege-Kollman confirmed that she will complete her Ethics Training.

• Upcoming Events

CAO Cuming asked the Board to be present at the 4/20 Resolution of Intent meeting with the Board of Supervisors, as well as the 5/18 Public Hearing.

Business (action items):

• Approval of March 3, 2010 meeting minutes A motion was made by Ms. Ott, seconded by Ms. Fiege-Kollman, to approve the March 3, 2010 meeting minutes. With no discussion, the March 3, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Approval of Marketing Plan & Executive Summary Ms. Fiege-Kollman noted several changes to the Plan and Summary. Ms. Lyon and Ms. Ott also noted that the Experience Chart contained within the Appendix needs to be reviewed more carefully and finalized. Ms. Ott made a motion to approve the Plan and Executive Summary with the noted corrections and additions to the Experience Chart, noting that the Plan is fluid (will be changed and updated as needed) and it will be noted that “Rural San Luis” is a place holder and once the brand is finalized, it will be replaced. Mr. Masis seconded the motion. With no further discussion, the Marketing Plan and Executive Summary were approved on a unanimous voice vote of the Advisory Board.

• Approval of Sunset Savor Sponsorship (including Video) and FAM Trip CAO Cuming reviewed the additional benefits provided for the Platinum Sponsorship and announced the partnership with Morro Bay in the Expo booth. Mr. King requested that Mr. Josh Heiser provide a cost for wine glasses for other uses and CAO Cuming to confirm. It was noted that a temporary CBID logo will be needed for representation on upcoming Savor ads. Ms. Verdin recommended we use the logo presented within their December proposal and the Board agreed to proceed. The Board agreed that passes would be offered to constituents and other partners. Ms. Fiege-Kollmann asked CAO Cuming to confirm if Board members work in the Expo area, that they will be provided entrance to the event. CAO Cuming reviewed the details of the video production and confirmed that the initial 6-minute video is part of the Platinum Sponsorship. It was noted that if the Board agreed, CAO Cuming recommended that we also produce a second version of the 6-minute video with script, voice and sound. This additional video would cost $6,100. The Board asked that CAO Cuming negotiate an all-inclusive price to include the Savor video (6 minutes), the scripted video (edited version of the initial 6-minute video) and the generic footage for the “niche” videos. Mr. King asked that Aspect Studios honor a fixed price per video within the next 12 months to produce the niche videos. A motion was made by Ms. Ott to proceed with the second video and asked that a Scope of Work be submitted with the contract. This motion was seconded by Ms. Fiege-Kollmann, and the $6,100 expense was approved by a unanimous voice vote of the Advisory Board.

A motion was made by Ms. Fiege-Kollmann, seconded by Ms. Lyon, to approve the Platinum Sponsorship for Savor. With no discussion, the sponsorship was approved by a unanimous voice vote of the Advisory Board. CAO Cuming reviewed the proposal for the FAM trip “Treasures of the Central Coast” October 3 – 6, 2010. The Board requested that Ms. Linda Parker attend the April Board meeting and provide case studies with ROI details to better define the value propositions of future FAM trips. Mr. King requested that future details be provided regarding the journalists that will be asked to attend. CAO Cuming noted that the VCB may be interested in collaborating. CAO Cuming will invite Ms. Linda Parker to the April 26 Board meeting for a short presentation.

• VMI | RIESTER Scope of Work Ms. Verdin introduced Ms. Cary Woll who will be working on the CBID account with VMI | RIESTER. Ms. Verdin reviewed the details of the Scope of Work and clarified details around the Focus Group research. Ms. Verdin asked for the Board’s support to provide guest contacts for the April Focus Groups, as well as constituent’s names who will participate. The Board agreed to proceed with a not to exceed contract as outlined in the Scope of Work. Ms. Schmidt has provided the contract to VMI | RIESTER for review and will obtain final County Counsel approval. A motion was made by Mr. Masia, seconded by Ms. Ott, to approve the VMI | RIESTER Scope of Work. With no discussion, the Scope was approved by a unanimous voice vote of the Advisory Board.

• Mission, Vision & Core Values CAO Cuming presented several key words and phrases for development of the Mission, Vision and Core Values. The Board brainstormed and provided additional feedback and CAO Cuming agreed to provide a revised version for review in the April 13 Special Meeting. Presentations: Future Agenda Items: Adjournment: A motion was made by Ms. Ott, second by Ms. Fiege-Kollman, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:13 p.m.


(CBID)

Agenda

March 24, 2010

12:00 p.m.


San Luis Obispo, CA 93401 SLOCTBID Members Present: Mike Hanchett, John King, Shirley Lyon, Matt Masia, Marjorie Ott, Laila Fiege-Kollmann, Nikki Schmidt (County Administrative Office) & Cheryl Cuming (CAO). Guests: Mary Verdin & Cary Woll, Verdin Marketing Ink. Absent: Noreen Martin. Call to Order by Chair Hanchett at 12:08 p.m. Public Comment: None. Administrative Items:


February and March (through 3/23) was presented and reviewed. Board agreed current Excel format was acceptable. Mr. Masia asked that CAO Cuming meet the BOS and the County Counsel. CAO Cuming will coordinate with Ms. Schmidt. Ms. Ott asked that complete Board packets be provided no later then the Monday prior to that weeks’ meeting and CAO Cuming confirmed.

• Monthly Financials

Ms. Schmidt presented the current financials. Mr. Masia clarified that January assessments are reflected in February reports. Ms. Schmidt confirmed that the Tax Collector is responsible for managing and collecting past due assessments.

• CBID Renewal Process

Ms. Schmidt discussed the process and reviewed the Sequence of Events. The April 21-23 mailing (referred to as the County Mail Notice) will contain Resolution of Intent, Notice and the County has requested that a Ballot be included. Ms Ott and others strongly opposed the inclusion of the Ballot. Ms. Schmidt noted that she will share the Board’s concern with County Counsel. Board agreed that a 1-page recap must be included so constituents clearly understand the Board’s progress and plans, due to Ms. Schmidt by April 9.

Board reviewed a proposed constituents progress letter and timeline, and provided their feedback. Board confirmed the new yourCBID.com information (see Constituents Communication Plan) should be included. This letter and timeline will be mailed to all constituents prior to the County Mail Notice. Mr. King requested that Ms. Schmidt provide a list of past constituents that voted No. CAO Cuming agreed to contact each constituent prior to the County Mail Notice and provide a copy of the list to each Board member. Ms. Schmidt confirmed that the Annual Report must be submitted no later than April 9 for submission to the Board of Supervisors meeting on April 20, 2010. CAO Cuming will provide an outline of the information that will be contained within the Annual Report.

• Constituents Communication Plan

CAO Cuming presented a draft plan for Board review. Comments and questions were noted and the Board agreed that we will refer to ourselves as the CBID. CAO Cuming asked that each Board member review and then a revised version of the Plan will be provided to all Board members for approval at the April meeting. Board confirmed that the vanity phone number 547- CBID and website URL yourCBID.com and email info@yourCBID were acceptable. CAO Cuming will reserve. CAO Cuming will work with VMI | RIESTER to prepare a temporary constituents portal were the CBID can post the marketing plan, the annual report, the Savor link, the letter and timeline, the link to the County Mail Notice.

• Subcommittee Considerations

Board agreed that subcommittees are not needed at this time, and the Board will continue to agree to Special Meetings so quick progress can be made in the short term. CAO Cuming will continue to reach out to individual Board members, compile the comments and provide during meetings. The Board did agree that a sub-committee should be formed for the video project and members will solicited at our 4/13 Special Meeting.

• Ethics Training

Ms. Fiege-Kollman confirmed that she will complete her Ethics Training.

• Upcoming Events

CAO Cuming asked the Board to be present at the 4/20 Resolution of Intent meeting with the Board of Supervisors, as well as the 5/18 Public Hearing. Business (action items):

• Approval of March 3, 2010 meeting minutes A motion was made by Ms. Ott, seconded by Ms. Fiege-Kollman, to approve the March 3, 2010 meeting minutes. With no discussion, the March 3, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Approval of Marketing Plan & Executive Summary Ms. Fiege-Kollman noted several changes to the Plan and Summary. Ms. Lyon and Ms. Ott also noted that the Experience Chart contained within the Appendix needs to be reviewed more carefully and finalized. Ms. Ott made a motion to approve the Plan and Executive Summary with the noted corrections and additions to the Experience Chart, noting that the Plan is fluid (will be changed and updated as needed) and it will be noted that “Rural San Luis” is a place holder and once the brand is finalized, it will be replaced. Mr. Masis seconded the motion. With no further discussion, the Marketing Plan and Executive Summary were approved on a unanimous voice vote of the Advisory Board.

• Approval of Sunset Savor Sponsorship (including Video) and FAM Trip CAO Cuming reviewed the additional benefits provided for the Platinum Sponsorship and announced the partnership with Morro Bay in the Expo booth. Mr. King requested that Mr. Josh Heiser provide a cost for wine glasses for other uses and CAO Cuming to confirm. It was noted that a temporary CBID logo will be needed for representation on upcoming Savor ads. Ms. Verdin recommended we use the logo presented within their December proposal and the Board agreed to proceed. The Board agreed that passes would be offered to constituents and other partners. Ms. Fiege-Kollmann asked CAO Cuming to confirm if Board members work in the Expo area, that they will be provided entrance to the event. CAO Cuming reviewed the details of the video production and confirmed that the initial 6-minute video is part of the Platinum Sponsorship. It was noted that if the Board agreed, CAO Cuming recommended that we also produce a second version of the 6-minute video with script, voice and sound. This additional video would cost $6,100. The Board asked that CAO Cuming negotiate an all-inclusive price to include the Savor video (6 minutes), the scripted video (edited version of the initial 6-minute video) and the generic footage for the “niche” videos. Mr. King asked that Aspect Studios honor a fixed price per video within the next 12 months to produce the niche videos. A motion was made by Ms. Ott to proceed with the second video and asked that a Scope of Work be submitted with the contract. This motion was seconded by Ms. Fiege-Kollmann, and the $6,100 expense was approved by a unanimous voice vote of the Advisory Board. A motion was made by Ms. Fiege-Kollmann, seconded by Ms. Lyon, to approve the Platinum Sponsorship for Savor. With no discussion, the sponsorship was approved by a unanimous voice vote of the Advisory Board.

CAO Cuming reviewed the proposal for the FAM trip “Treasures of the Central Coast” October 3 – 6, 2010. The Board requested that Ms. Linda Parker attend the April Board meeting and provide case studies with ROI details to better define the value propositions of future FAM trips. Mr. King requested that future details be provided regarding the journalists that will be asked to attend. CAO Cuming noted that the VCB may be interested in collaborating. CAO Cuming will invite Ms. Linda Parker to the April 26 Board meeting for a short presentation.

• VMI | RIESTER Scope of Work Ms. Verdin introduced Ms. Cary Woll who will be working on the CBID account with VMI | RIESTER. Ms. Verdin reviewed the details of the Scope of Work and clarified details around the Focus Group research. Ms. Verdin asked for the Board’s support to provide guest contacts for the April Focus Groups, as well as constituent’s names who will participate. The Board agreed to proceed with a not to exceed contract as outlined in the Scope of Work. Ms. Schmidt has provided the contract to VMI | RIESTER for review and will obtain final County Counsel approval. A motion was made by Mr. Masia, seconded by Ms. Ott, to approve the VMI | RIESTER Scope of Work. With no discussion, the Scope was approved by a unanimous voice vote of the Advisory Board.

• Mission, Vision & Core Values CAO Cuming presented several key words and phrases for development of the Mission, Vision and Core Values. The Board brainstormed and provided additional feedback and CAO Cuming agreed to provide a revised version for review in the April 13 Special Meeting. Presentations: Future Agenda Items: Adjournment: A motion was made by Ms. Ott, second by Ms. Fiege-Kollman, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:13 p.m.


(CBID)

Agenda

April 13, 2010

12:00 p.m.


San Luis Obispo, CA 93401 SLOCTBID Members Present: Mike Hanchett, John King, Shirley Lyon, Marjorie Ott, Laila Fiege-Kollmann, Noreen Martin, Nikki Schmidt (County Administrative Office) & Cheryl Cuming (CAO). Guests: Mary Verdin & Cary Woll, Verdin Marketing Ink; Alan Perkel & Cara Muccino, Riester. Absent: Matt Masia. Call to Order by Chair Hanchett at 12:09 p.m. Public Comment: None. Administrative Items:


March was presented and reviewed. CAO Cuming noted that this Admin Report was included in the April 9th submission as part of the Annual Report.

• April 28th Board Meeting date moved to 4/27

Due to the EVC Board presentation and a conflict with a Board member, the Board agreed to move the April Board meeting to Tuesday, April 27th at 12pm.

• Sunset Savor Sponsorship & Video Ms. Schmidt confirmed that County Counsel provided their opinion regarding sponsorship tickets and the Board agreed that all tickets will be used to further collaborations. Ms. Schmidt confirmed that the Savor sponsorship contract is in process. Mr. King requested a revised Scope of Work from Aspect Studio that states our ability to guarantee the price of “niche” videos. CAO Cuming will update and submit to Ms. Schmidt for inclusion with the initial invoice. CAO Cuming will reach out to Board members and community contacts to obtain event photos. The Board agreed that a generic tasting room shot meets our needs to keep these shots unrelated to any particular brand.

CAO Cuming confirmed that the VCB is interested in a collaborating for the October FAM trip, and that the Morro Bay BID Board has also shown interest. The Board has requested a presentation by Parker Sanpei at the April Board meeting. Ms. Fiege-Kollmann asked that the temporary logo mark be updated to enlarge the Facebook type. Ms. Cuming will update and resubmit to Savor for inclusion on future ads.

• Subcommittee Considerations Board agreed that the formation of a video subcommittee was not needed. CAO Cuming confirmed that she will continue to manage the process and obtain individual Board input for each community. Ms. Cuming will obtain Board approval on the final shot list and final script. Mr. King suggested that future Board considerations are vetted at the subcommittee level. An application will be created and Ms. Schmidt noted that the BOS will take recommendations regarding future Board members. Ms. Schmidt also confirmed that current Board members can be reappointed and the policy reads that a Board member can “stay on until they are replaced.” CAO Cuming confirmed that a Board succession plan is needed. Ms. Schmidt stated that she had a grant application and she will provide.

• CAO Contract Renewal

Board Chair Hanchett asked the Board to consider renewal of the CAO contract, expiring on April 30, 2010. Board went in to closed session to discuss. The Board concluded that the contract would be extended through 2011 at a rate of $10,000 per month. All related expenses will be reimbursed, including mileage, meals based on County per diem rates and office supplies. Ms. Martin agreed to continue to provide office space at Martin Resorts Corporate Headquarters. An exclusivity clause was discussed and language will be incorporated. Ms. Schmidt will update the contract and submit for review and approval.

• Upcoming Events

Ms. Schmidt also stated that she will confirm BOS meetings with the CAO and Board Chair prior to the May 18th public meeting. Business (action items):

• Approval of March 24, 2010 meeting minutes

A motion was made by Ms. Ott, seconded by Ms. Fiege-Kollman, to approve the March 24, 2010 meeting minutes. With no discussion, the March 24, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Approval of 2010/2011 Budget CAO Cuming presented the 2010/2011 Budget draft as provided in the Annual Report Submission of April 9 for the BOS April 20th meeting. Board agreed to add language to state the budget will continue to evolve and as detail is available, it will be included. A motion was made by Ms. Ott, seconded by Ms. Lyon to approve the budget. With no further discussion, the Budget was approved by a unanimous voice vote of the Advisory Board. Ms. Schmidt confirmed that the April County mailing will include a Resolution of Intent and a Notice. A ballot will not be included. Ms. Schmidt stated that a newsletter will also be sent, and the link for the protest form will be available on the County website. Ms. Schmidt will provide a copy of the protest process to the Board.

• Approval of Constituents Communication Plan CAO Cuming reviewed the Board changes to the Constituents Communication Plan and noted the final changes. Ms. Ott shared a conversation she had with Supervisor Gibson discussing his support of the CBID. A motion was made by Ms. Fiege-Kollmann, seconded by Ms. Ott to approve the plan with noted changes. With no further discussion, the Plan was approved by a unanimous voice vote of the Advisory Board. CAO Cuming passed the 2009 Protest list for review and Ms. Ott and Board Chair Hanchett agreed to provide support to work with protesters from their community. It was agreed unnecessary for CAO Cuming to individually contact each protestor prior to the April mailing. CAO Cuming reviewed the April mailing, including the letter and timeline. Ms. Martin asked that it be formatted on two pages in a letter format, incorporating the temporary logo mark and PO Box. CAO Cuming asked if any Board member had timeline software available and Ms. Martin noted that she may have a solution. A motion was made by Ms. Ott, seconded by Mr. King to approve the letter and timeline with noted changes for mailing by April 20th. With no further discussion, the Mailing was approved by a unanimous voice vote of the Advisory Board.

• Mission, Vision & Core Values CAO Cuming presented updated versions of the Mission, Vision and Core Values. The Board agreed to review and continue to provide input. Presentations:

• VMI | RIESTER Brand Architecture and Website Discovery

RIESTER reviewed their impression of SLO County and discussed the research process and recapped the Focus Groups and 1-1 interview with influencers and constituents. Ms. Cara Muccino confirmed that she will submit the Brand Architecture chart to the Board. Mr. Alan Perkel reviewed the Website Discovery phase and asked the Board to provide key elements for web search when looking for lodging amenities. Ms. Verdin reviewed the list of brand possibilities which will be tested on line with 1,000 past visitors provided through collaboration with the VCB. The initial list that will be tested includes: SLO County Backyard/SLO Trail/Wine.Coast.Country/SloCAL/SLOCo Mr. Perkel requested ongoing dialog with Board members, managed through CAO Cuming to obtain itinerary ideas by region, Event calendar details and Top 10 lists so that this information can be folded in to the website site plan. It was suggested that The SLO Road be considered a possible name for the Highway 1 Loop. Future Agenda Items: The Board requested that we discuss Local Area Funding and Tracking in our April 27th Meeting. Mr. King requested we review the framework for a Sustainability Endowment Program and provided an outline for a Stewardship program. Board asked that this also become part of the April 27th agenda. Adjournment: A motion was made by Ms. Ott, second by Mr. Hanchett, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:42 p.m.


(CBID)

Agenda

April 27, 2010

12:00 p.m.

Apple Farm ~ Harvest Room 2015 Monterey Street


DRAFT UNTIL APPROVED SLOCTBID Members Present: Mike Hanchett, John King, Shirley Lyon, Marjorie Ott, Laila Fiege-Kollmann, Noreen Martin, Matt Masia & Cheryl Cuming (CAO). Guests: Mary Verdin, Cary Woll & Nick Watts, Verdin Marketing Ink; Alan Perkel & Cara Muccino, Riester; Linda Parker Sanpei, Parker Sanpei Public Relations; David Thayer, Aspect Studios and John Summer, VCB. Absent: Nikki Schmidt (County Administrative Office). Call to Order by Chair Hanchett at 12:11 p.m. Public Comment: Chair Hanchett announced that SLO County will be featured on the morning show on Sunday on 5/23. Administrative Items:


April’s Administrators Report was presented and reviewed. CAO Cuming confirmed that the approved Constituents Communication Plan and the approved 2010/2011 Budget where sent to the Board.

• Sunset Savor Sponsorship & Video Parker Sanpei Public Relations presented case studies and ROI analysis to determine the value of FAM trips. The Board confirmed their continued interest in pursing a FAM trip to bring 12 – 18 journalists for 4 days beginning October 3, 2010. CAO Cuming confirmed Morro Bay BID has committed $2,500 to the upcoming FAM trip and this collaboration is anticipated to be approved by the MBBID Board in their May meeting. CAO Cuming requested the Board review the Experience Chart and provides all input by Friday, April 30th as the chart will be used as the framework for the video shot list.

The Board requested the final Savor sponsorship proposal and CAO Cuming will email on Monday, April 3rd along with the Savor website and ticketing information. The temporary logo mark was updated to enlarge the Facebook type. CAO Cuming submitted to Savor for inclusion on future ads.

• 90 Day Priorities for May/June/July After reviewing the upcoming priorities, Chair Hanchett asked that the Marketing Plan be reviewed and that all short term goals be added to the list.

• Sustainability Endowment/Stewardship Program

CAO Cuming clarified that a Sustainability program actively benefits it participants and that the Board must clarify their goals surrounding this program. Ms. Martin asked if a percentage of the local funds will be allocated towards this program, and Ms. Fiege-Kollmann reiterated that this program must support tourism. Mr. King felt that a percentage should come directly out of the general fund and suggested we bring in a grant writer to discuss our options with the Board. Ms. Ott agrees with Mr. King’s recommendation about general funds and stated that the local areas can augment. Mr. Martin and Ms. Ott discussed the use of funds in year 2 and that year 1 funds need to be apportioned to the brand and website development. Mr. Martin suggested that local interest groups submit proposals to outline the use of requested funds so that Board could review and determine next steps. Mr. King suggested a point system and confirmed that we must create rationale and establish criteria. Chair Hanchett asked to clarify the original intent and Mr. Martin and Mr. King stated that the CBID was committed to 100% sustainability and the body agreed that they would involve themselves in the process. Ms. Lyon mentioned that the Board could involve Diane Strachan in future discussions. CAO Cuming confirmed next steps are to 1) Establish criteria 2) Create a Board statement on local area funding and availability of current funds 3) Develop a Budget 4) Send Sustainability Plan to Board 5) Establish a relationship with Cal Poly who is noted in the SMG plan as a key resource in the state of CA.

• Upcoming Events

CAO Cuming confirmed her office open house on May 7 at 4pm. The Board discussed the date of the next special meeting and concluded 5/12. (Upon further discussion, May 12 did not work for all so another meeting date will be suggested). BOS meetings are on May 13 and May 17th and the Board agreed that members will attend who know the Supervisor and CAO Cuming will attend all meetings. CAO Cuming confirmed the Public Meeting/Protest will be on May 18th BOS Meeting.

The May Board meeting for Wednesday, May 26th at 12pm at the Apple Farm. Business (action items):

• Approval of April 13, 2010 meeting minutes A motion was made by Mr. King, seconded by Ms. Ott, to approve the April 13, 2010 meeting minutes. With no discussion, the April 13, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Mission, Vision & Core Values CAO Cuming presented updated versions of the Mission, Vision and Core Values. Board agreed to approve contingent on the review and approval of Ms. Martin. With no discussion, the Mission, Vision and Core Values were approved on a unanimous voice vote of the Advisory Board. Presentations:

• VMI | RIESTER Research Findings, Web Site Map and Logos Ms. Muccino reviewed research findings and previewed the Brand Architecture. RIESTER noted that the complete Power Point is available on Base Camp and that the written report would be available for the May Board meeting. Mr. King asked about collaboration with The Tribune to use the photos submitted by readers. CAO Cuming will confirm. Mr. Perkel reviewed the Web site map and discussed pages and sub pages. Collaborations were mentioned with the Hearst Castle, Menu Club, PRWCA, VCB and how to incorporate non-BID areas in to our website. Mr. Watts presented 6 logo thumbnails and the Board fully eliminated logo #3 (seal) and #6 (SLO in varied type sizes). The Board discussed the use and prominence of grapes in our logo. Board agreed to pursue variations on logo #1 (grapes, hills & highway illustration) and logo #5 (mark with grape, water and leaves). VMI/RIESTER will flush out final logo selections for presentation in May. Future Agenda Items: Adjournment:

A motion was made by Ms. Ott, second by Ms. Lyon, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:27 p.m.


(CBID)

Agenda

April 27, 2010

12:00 p.m.



DRAFT UNTIL APPROVED SLOCTBID Members Present: Mike Hanchett, John King, Shirley Lyon, Marjorie Ott, Laila Fiege-Kollmann, Noreen Martin, Matt Masia & Cheryl Cuming (CAO). Guests: Mary Verdin, Cary Woll & Nick Watts, Verdin Marketing Ink; Alan Perkel & Cara Muccino, Riester; Linda Parker Sanpei, Parker Sanpei Public Relations; David Thayer, Aspect Studios and John Summer, VCB. Absent: Nikki Schmidt (County Administrative Office). Call to Order by Chair Hanchett at 12:11 p.m. Public Comment: Chair Hanchett announced that SLO County will be featured on the morning show on Sunday on 5/23. Administrative Items:


April’s Administrators Report was presented and reviewed. CAO Cuming confirmed that the approved Constituents Communication Plan and the approved 2010/2011 Budget where sent to the Board.

• Sunset Savor Sponsorship & Video Parker Sanpei Public Relations presented case studies and ROI analysis to determine the value of FAM trips. The Board confirmed their continued interest in pursing a FAM trip to bring 12 – 18 journalists for 4 days beginning October 3, 2010. CAO Cuming confirmed Morro Bay BID has committed $2,500 to the upcoming FAM trip and this collaboration is anticipated to be approved by the MBBID Board in their May meeting. CAO Cuming requested the Board review the Experience Chart and provides all input by Friday, April 30th as the chart will be used as the framework for the video shot list.

The Board requested the final Savor sponsorship proposal and CAO Cuming will email on Monday, April 3rd along with the Savor website and ticketing information. The temporary logo mark was updated to enlarge the Facebook type. CAO Cuming submitted to Savor for inclusion on future ads.

• 90 Day Priorities for May/June/July After reviewing the upcoming priorities, Chair Hanchett asked that the Marketing Plan be reviewed and that all short term goals be added to the list.

• Sustainability Endowment/Stewardship Program

CAO Cuming clarified that a Sustainability program actively benefits it participants and that the Board must clarify their goals surrounding this program. Ms. Martin asked if a percentage of the local funds will be allocated towards this program, and Ms. Fiege-Kollmann reiterated that this program must support tourism. Mr. King felt that a percentage should come directly out of the general fund and suggested we bring in a grant writer to discuss our options with the Board. Ms. Ott agrees with Mr. King’s recommendation about general funds and stated that the local areas can augment. Ms. Martin and Ms. Ott discussed the use of funds in year 2 and that year 1 funds need to be apportioned to the brand and website development. Ms. Martin suggested that local interest groups submit proposals to outline the use of requested funds so that Board could review and determine next steps. Mr. King suggested a point system and confirmed that we must create rationale and establish criteria. Chair Hanchett asked to clarify the original intent and Ms. Martin and Mr. King stated that the CBID was committed to 100% sustainability and the body agreed that they would involve themselves in the process. Ms. Lyon mentioned that the Board could involve Diane Strachan in future discussions. CAO Cuming confirmed next steps are to 1) Establish criteria 2) Create a Board statement on local area funding and availability of current funds 3) Develop a Budget 4) Send Sustainability Plan to Board 5) Establish a relationship with Cal Poly who is noted in the SMG plan as a key resource in the state of CA.

• Upcoming Events

CAO Cuming confirmed her office open house on May 7 at 4pm. The Board discussed the date of the next special meeting and concluded 5/12. (Upon further discussion, May 12 did not work for all so another meeting date will be suggested). BOS meetings are on May 13 and May 17th and the Board agreed that members will attend who know the Supervisor and CAO Cuming will attend all meetings. CAO Cuming confirmed the Public Meeting/Protest will be on May 18th BOS Meeting.

The May Board meeting for Wednesday, May 26th at 12pm at the Apple Farm. Business (action items):

• Approval of April 13, 2010 meeting minutes A motion was made by Mr. King, seconded by Ms. Ott, to approve the April 13, 2010 meeting minutes. With no discussion, the April 13, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Mission, Vision & Core Values CAO Cuming presented updated versions of the Mission, Vision and Core Values. Board agreed to approve contingent on the review and approval of Ms. Martin. With no discussion, the Mission, Vision and Core Values were approved on a unanimous voice vote of the Advisory Board. Presentations:

• VMI | RIESTER Research Findings, Web Site Map and Logos Ms. Muccino reviewed research findings and previewed the Brand Architecture. RIESTER noted that the complete Power Point is available on Base Camp and that the written report would be available for the May Board meeting. Mr. King asked about collaboration with The Tribune to use the photos submitted by readers. CAO Cuming will confirm. Mr. Perkel reviewed the Web site map and discussed pages and sub pages. Collaborations were mentioned with the Hearst Castle, Menu Club, PRWCA, VCB and how to incorporate non-BID areas in to our website. Mr. Watts presented 6 logo thumbnails and the Board fully eliminated logo #3 (seal) and #6 (SLO in varied type sizes). The Board discussed the use and prominence of grapes in our logo. Board agreed to pursue variations on logo #1 (grapes, hills & highway illustration) and logo #5 (mark with grape, water and leaves). VMI/RIESTER will flush out final logo selections for presentation in May. Future Agenda Items: Adjournment:

A motion was made by Ms. Ott, second by Ms. Lyon, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:27 p.m.


(CBID)

Agenda

May 10, 2010

12:30 p.m.


San Luis Obispo, CA 93401 CBID Members Present: John King, Shirley Lyon, Marjorie Ott, Laila Fiege-Kollmann, Noreen Martin, Matt Masia, Nikki Schmidt (County Administrative Office) & Cheryl Cuming (CAO). Guests: Mary Verdin & Cary Woll, Verdin Marketing Ink. Absent: Mike Hanchett Call to Order by Vice Chair Ott at 12:45 p.m. Public Comment: None Administrative Items:

• Upcoming Events CAO Cuming confirmed the BOS meetings are on May 13 and May 17th and confirmed which Board members would be in attendance as follows: Thursday, May 13th @ 1:00pm Adam Hill & Jim Patterson Confirmed: Noreen, John, Nikki, Mike Monday, May 17th 11:00am ~ Frank Mecham Confirmed: Noreen, Nikki, Shirley, Laila, Mike, Cheryl 11:30am ~ Bruce Gibson Confirmed: Noreen, Nikki, Shirley, Laila, Mike, Cheryl 1:30pm ~ Katcho Achadjian Confirmed: Noreen, Nikki, Shirley, Laila, Cheryl Tuesday, May 18th BOS meeting Public Meeting for Protest Votes Confirmed: Shirley, Nikki, Noreen, Laila, John, Mike, Cheryl

Nikki noted that BOS may adjourn and meet later in the afternoon if protests are recorded that day. As of Friday, May 7, the protest percentage was 6%.

The May Board will be held Wednesday, May 26th at 12pm at the Apple Farm. The Board also confirmed the June Special Meeting on June 9 at 12pm at the Apple Farm. The Board asked that all members be present to meet with the VCB. Chair Hanchett will confirm with John Summer that the VCB Executive Committee can attend the June 9th meeting. The June Board meeting was confirmed for Wednesday June 23rd at 12pm at the Apple Farm. CAO Cuming asked the Board to confirm a date when Carl Ribuado could present the marketing plan in conjunction with the CBID brand launch. Board confirmed Thursday, June 24th from 2 – 3:30pm. CAO Cuming to confirm with Carl and provide details at future Board meetings. CAO Cuming noted that Michael Kidd is scheduled to appear on Bill Benica Talk is Cheap (AM 1340) at 3:30pm on Thursday May 13. Business (action items):

• Approval of April 27, 2010 meeting minutes A motion was made by Ms. Fiege-Kollmann, seconded by Ms. Lyon, to approve the April 27, 2010 meeting minutes. CAO Cuming noted that the reference to Mr. Martin was revised and reflected. With no further discussion, the April 27, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• CBID Branding Strategy and Positioning CAO Cuming read Chair Hanchett’s comments on his behalf. Each Board member provided their input on the use of San Luis Obispo County within our brand. The Board agreed that we will continue to work collaboratively with the VCB and that they all see the VCB as a viable County resource that must be supported. VMI | RIESTER prepared a written statement regarding their input on the current positioning. A motion was made by Mr. King to use the Wine. Coast. Country. Brand with the use of San Luis Obispo County as a secondary element. Mr. King revised his motion to indicate that Wine. Coast. Country. would be the visual point of emphasis. Mr. Masia offered a motion to call. Ms. Ott seconded Mr. King’s motion. With no further discussion, the brand concept was approved on a unanimous voice vote of the Advisory Board.

Presentations: Future Agenda Items: Adjournment: A motion was made by Ms. Lyon, second by Ms. Fiege-Kollmann, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 2:33 p.m.


(CBID)

Agenda

May 26, 2010

12:00 p.m.


San Luis Obispo, CA 93401 SLOCTBID Members Present: Mike Hanchett, John King, Shirley Lyon, Marjorie Ott, Noreen Martin, Matt Masia, Nikki Schmidt (County Administrative Office) & Cheryl Cuming (CAO). Guests: Mary Verdin & Cary Woll, Verdin Marketing Ink; Alan Perkel, Riester; Kevin Beauchamp & Carolayne Holley, Kaleidoscope Inn. Absent: Laila Fiege-Kollmann Call to Order by Chair Hanchett at 12:13 p.m. Public Comment: Kevin Beauchamp commented on his interest to participate on the CBID Advisory Board to continue to provide South County focus on CBID efforts. Administrative Items:

• Ordinance Renewal and Local Area Meeting Focus Ms. Schmidt reported 75 properties representing a 24.3% weighted protest percentage, noting that the most forms were submitted from out of area vacation rental owners. The Board requested that CAO Cuming focus on meeting with each protestor to determine their concerns. Ms. Schmidt will provide complete protest list to all Board members. Chair Hanchett confirmed that high level of interest in San Simeon to meet about Local Area Funding. CAO Cuming requested timing and the Board confirmed that July will mark the beginning of local area meetings.

• Financial Report Ms. Schmidt presented the June and July Financial Reports. Mr. Masia noted that this represents funds as collected through April 2010. Chair Hanchett asked for additional questions and there were none at this time.

• Upcoming Events

CAO Cuming confirmed the following meeting and events: June Special Meeting ~ 6/9 12pm at Apple Farm. VCB Executive Board will be in attendance to discuss collaborations and how to most effectively focus on each organization's strengths. June Board Meeting ~ 6/23 12pm at Apple Farm. It was noted that Ms. Martin will be unable to attend. Ribuado/CBID Presentation ~ 6/24 2 – 4pm; location TBD. July Special Meeting and Board Meeting ~ 7/14 and 7/28. CAO Cuming noted that Josh Heiser and Steve Burns will present a Sunset’s Savor update and discuss details of the CBID Platinum sponsorship. Business (action items):

• Approval of May 10, 2010 meeting minutes Ms. Fiege-Kollmann noted that “Mr.” should be changed to “Ms.” A motion was made by Ms. Ott, seconded by Ms. Lyon, to approve as amended the May 10, 2010 meeting minutes. With no discussion, the May 10, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• Mission, Vision & Core Values CAO Cuming represented the Mission and Vision and requested the Board review to final approval. The Board requested that the Mission be simplified to read: The mission of the CBID is to promote the economic well being of our constituents (motels, hotels, B&Bs and vacation rentals). A motion was made by Ms. Ott, and seconded by Mr. King to approve the Mission as noted. With no further discussion, the Mission was approved on a unanimous voice vote of the Advisory Board. The Board requested that the Vision be reworked to read: To develop and implement a Countywide tourism effort with the CBID taking a lead role with a focus on quality of purpose and a common goal ~ that all area stakeholders see their competition as those outside San Luis Obispo County and together we improve countywide occupancy levels. A motion was made by Ms. Ott, and seconded by Ms. Martin to approve the Vision as noted. With no further discussion, the Vision was approved on a unanimous voice vote of the Advisory Board.

Core Values were reviewed and no changes were noted. A motion was made by Ms. Lyon, and seconded by Ms. Martin to approve the Core Values. With no discussion, the Core Values were approved on a unanimous voice vote of the Advisory Board.

• Savor Video and FAM Trip The Board reviewed the Video shot list and CAO Cuming noted only minor changes. CAO Cuming will proceed with the script development. CAO Cuming requested the Board’s support to find collaborative partners to help fund the aerial shots and the Board agreed to pursue. The Board reviewed FAM Trip itinerary and proposal and CAO Cuming noted that collaborations with the VCB and Morro Bay BID had been confirmed.

• Constituent Communication CAO Cuming confirmed that the next constituent communication would address the launch of yourCBID.com and Sunset’s Savor and providing information for lodging partners to take advantage of increasing occupancy levels over this 4-day event. Ms. Ott asked that CAO Cuming meet with her to review the accuracy of B&B property types noted on the constituent list. CAO Cuming will finalize the letter and submit to the Board for review.

• CAO Contract Chair Hanchett review the final CAO contract in closed session. A motion was made by Ms. Ott, and seconded by Ms. Lyon to approve the CAO contract. With no discussion, the Contract was approved on a unanimous voice vote of the Advisory Board. Presentations:

• VMI | RIESTER Logo designs, Web Wireframe and YourCBID.com VMI presented 2 versions of the final two logo designs, plus two alternate designs. The Board requested that Logo #2 be slightly revised to add beach and a strong country element, and to review the readability of the script typeface. VMI reviewed the use of “as slice of” and Board agreed that our Wine.Coast.Country brand defines our sub-regions. A motion was made by Mr. King, and seconded by Ms. Martin to accept logo #2 with requested changes. With no discussion, the logo was approved on a unanimous voice vote of the Advisory Board. Mr. Perkel of RIESTER reviewed the wire frame details. Mr. King noted that with the prominence of the “Eat” category, we need to build a future collaboration with local

restaurants to provide funds to the CBID. Ms. Martin noted that our by-laws to allow for other associations to become constituents of the CBID. CAO Cuming suggested we reorder to PLAY-STAY-EAT and Mr. Perkel noted that as they develop the wireframe they will be aware that the emphasis must remain on the constituents. Mr. Perkel then reviewed the newly launched yourCBID.com, and asked each board member to register. Mr. Perkel will provide the list of Attributes for board review so that a comprehensive list can be created. Ms. Lyon mentioned the importance of representing Vacation Rental Management companies with multiple vacation rental homes, and the need to also allow for individual vacation rental representation on the site. Mr. King asked about event representation, and Mr. Perkel noted that he will report more details on this functionality at the June 23rd Board meeting. Mr. King requested the Mr. Perkel review the recently launched SincerelyCalifornia.com site and provide his feedback at the 6/23 meeting. Mr. Perkel will confirm the actual web site launch date. Future Agenda Items: Adjournment: A motion was made by Ms. Ott, second by Ms. Lyon, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 3:31 p.m.


(CBID)

Agenda

June 23, 2010

12:00 p.m.



DRAFT UNTIL APPROVED SLO CBID Members Present: Mike Hanchett, John King, Shirley Lyon, Marjorie Ott, Laila Fiege-Kollmann, Matt Masia, & Cheryl Cuming (CAO). Guests: Marshall Sumrall, Shoreline Inn; Mary Verdin and Cary Woll, Verdin Marketing Ink; Alan Perkel, RIESTER. Absent: Noreen Martin, Nikki Schmidt. Call to Order by Chair Hanchett at 12:06 p.m. Public Comment: none. Administrative Items:

• Financials Ms. Schmidt was unable to attend the meeting due to a work emergency, and it was noted by Chair Hanchett to obtain Financials prior to the monthly Board meeting in avoid such situations in the future. CAO Cuming confirmed that she will request Ms. Schmidt to send the financials to the Board for review.

• Constituent Communication CAO Cuming edited the letter with suggested changes and presented to the Board for final approval to target a July mail. It was noted that YourCBID.com log on instructions will be mentioned first, followed by Sunset’s Savor. Board agreed not to include the ordinance renewal information. CAO Cuming noted that 20 management companies are involved with the majority of the 641 vacation rentals, with only 197 managed privately by individuals. Ms. Lyon requested a letter be mailed to the 197 requesting their email for future communications, and including the above information.

• Upcoming Events Ribuado/CBID Presentation ~ 6/24 from 2 – 4pm; City/County Library Community Room. CAO Cuming ran through the PowerPoint presentation with all present, and the Board confirmed that the program provided all needed information.

July Special Meeting and Board Meeting ~ 7/14 and 7/28. CAO Cuming noted on 7/14 that Josh Heiser and Steve Burns will present a Sunset’s Savor update and John Summer will present the member value program opportunity with the VCB. Business (action items):

• Approval of June 9, 2010 meeting minutes A motion was made by Ms. Fiege-Kollmann, seconded by Ms. Lyon, to approve the June 9, 2010 meeting minutes. With no discussion, the June 9, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• VMI | RIESTER Ms. Verdin presented layouts for letterhead, business card and wine glass (Sunset’s Savor sponsorship), and noted that a Graphics Standards Sheet would be developed to outline use of the logo. Board agreed to they would each like a business card, and that administrative and consumer versions of the letterhead & business cards should be created. CAO Cuming asked the Board to consider that people may log on to WineCoastCountry.com and find that website is not yet active. Mr. Perkel noted it would take 4-5 hours (about $750) to provide a landing page, or suggested we point them to our current Facebook page. The Board agreed to not pursue either option as the logo will not be published heavily until September, at Sunset’s Savor, and the website will be active at that time. Ms. Masia asked about trademark considerations, and CAO Cuming will provide details at the next meeting for both the mark and the W/C/C wording. Ms. Woll discussed the Persona information and noted that 5 personalities will be developed so each will have a different website experience. Handouts were provided at the end of the meeting. Ms. Woll also reviewed the website attributes and it was noted to add hot tubs and fireplaces, spa services and combine hotels/motels. CAO Cuming requested a checklist of Phase I and Phase II functionality to be presented at the 7/28 Board meeting. Mr. Perkel reviewed 5 distinct web designs based on the approved wire frame. Ms. Ott noted that weather should not be pulled from one area due to micro climates so Mr. Perkel recommended a range be given. Details on content approval were discussed and Mr. Perkel noted that CAO Cuming will receive all content for review and provide it out to the Board for comment. After considerable discussion, a motion was made by Ms. Ott, and seconded by Mr. King to approve design #3 (5 photo layout) as the new website design for WineCoastCountry.com, approved on a unanimous voice vote of the Advisory Board.

• 90-Day Priorities, our Marketing Plan & Phase II CAO Cuming provided a recap of all action items from the Marketing Plan, color coded to note: in progress (grey), Fiscal 2010/2011 (yellow) and Fiscal 2011/2012 (blue), along with a 90-day priority list through July 2010. Ms. Fiege-Kollmann noted her disappointment in not launching a sustainable tourism program sooner, and the Board agreed it was important to show progress within the short term. CAO Cuming noted that she had a meeting with Carl Ribaudo on Thursday, June 24 to discuss parameters for such a program. Chair Hanchett noted was must agree to prioritize and CAO Cuming reviewed suggested next steps in Phase II, including PR, Social Media and Advertising.

• Local Area Funding Program CAO Cuming presented next steps and timing for the creation and execution of the Local Area Funding Program to designate the use of the 1% assessment going back to each CBID region. Ms. Ott asked that an additional meeting be added to invite all lodging constituents in each area, once the policy & process have been finalized. It was also noted that selected local leaders should be included in the region meetings as programs are evaluated. Ms. Fiege-Kollmann expressed her disappointment in not meeting sooner with each community and CAO Cuming noted that due to policy and process requirements, the timing is needed to prepare the program properly. CAO Cuming suggested a Board statement be prepared and provided so each Board member could speak to interested local individuals and provide the timeline if needed. Ms. Fiege-Kollmann requested the Board statement and timeline be sent to all Board members.

• Savor Video Fly Over CAO Cuming provided details of the approved collaborations, including Paso TPRA, Morro Bay LTA/BID, Martin Resorts, Port of San Luis, and Josh Heiser (Avila and Santa Margarita Ranch). It was noted that all hard costs were paid, and only $500 remained to cover 55 hours+flying time from Aspect Studios. CAO Cuming requested the Board approve $3,500 to obtain the $4,000 needed to cover a portion of the time. A motion was made by Ms. Ott, and seconded by Ms. Lyon to pay Aspect Studios $3,500 for the fly over video.

• VCB Coop Opportunities CAO Cuming confirmed that two opportunities were currently available with the VCB to coop ads in Skywest and Sunset Magazines. The Board concurred that our ad plan details must be in place prior to approving opportunities such as these.

Presentations:

• TJA & Mental Marketing Coop Program John Sorgenfrei, Mark Elterman and Bill Stansfield presented a “Cooperative Advertising Plan and Program Approach” for Board consideration. Ms. Ott noted that she felt uncomfortable with the weighted percentage calculations, and Mr. King noted that we are provided 50% of the ad space, and pay slightly less then 50% of the costs. Chair Hanchett said our ability to leverage is positive, and that he would suggest the Board preview our Phase II ad plan prior to agreeing to an amount, and Ms. Lyon agreed the plan should be in place prior to any final approvals. The Board agreed that they were interested to pursue the concept for a late fall start. Mr. Perkel suggested a shared landing page be created that would be clickable to individual websites and the Board agreed this approach was a good starting point. Future Agenda Items: Adjournment: A motion was made by Ms. Ott, second by Mr. Masia, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 3:40 p.m.



(CBID)

Agenda

July 14, 2010

12:00 p.m.



DRAFT UNTIL APPROVED

SLO CBID Members Present: Mike Hanchett, John King, Shirley Lyon, Marjorie Ott, Laila Fiege-Kollmann, Matt Masia, Nikki Schmidt, County Liaison & Cheryl Cuming, CAO. Guests: Mary Verdin, Verdin Marketing Ink; John Summer, VCB; Steve Burns & Josh Heiser, Sunset’s Savor the Central Coast. Absent: Noreen Martin.

Call to Order by Chair Mike Hanchett at 12:10 p.m. Public Comment: none.


• Selection of Chair & Vice Chair for 2010/2011 It was the Board’s pleasure to ask Mike Hanchett to continue to serve as Chair, and Marjorie Ott to continue to serve as Vice Chair. A motion was made by Marjorie Ott to approve Mike Hanchett as Chair for 2010/2011, seconded by Shirley Lyon. Furthermore, a motion was made by Shirley Lyon to approve Marjorie Ott as Vice Chair for 2010/2011, seconded by Laila Fiege-Kollmann. With no further discussion, these appointments were approved on a unanimous voice vote of the Advisory Board.

• Financials Nikki Schmidt confirmed that the Tax Collector confirmed that smaller areas can not be shown going forward in order to protect personal financial information, and thus these regions must be consolidated. The Advisory Board agreed to create regions that were large enough whereby this information could be viewed in detail by area. CAO Cheryl Cuming will provide suggestions on at the July 28th Board meeting. Nikki Schmidt presented Financials ending May 2010. Laila Fiege-Kollmann requested that this information be sent to the Board prior to each monthly meeting

for review. Matt Masia asked that a Year Over Year comparison also be provided monthly for Board review.

• June Administrator’s Report CAO Cheryl Cuming reviewed highlights from the June report, including the 6/24 presentation, agreement to form the BID Travel Industry Alliance, negotiation of the VCB Member Value Program including vacation rental management companies, further development of the YourCBID portal, meetings with VCB, SLO Chamber & PRWCA to discuss website content and technology sharing, meeting with Brian Trapp with Visitor TV, focus on relationships with wine industry folks like Archie McLearen, attendance to CalTIA and an ongoing focus on collaborations with all BIDs including SLO TBID. Laila Fiege-Kollmann requested that when publications or memberships are activated on behalf of the CBID, to notify the Board.

• Upcoming Events July Board Meeting ~ 7/28 at Apple Farm Harvest Room. August Special & Board Meeting ~ 8/11 & 8/25. Nikki Schmidt noted that she can not attend the 8/11 meeting so Financials will be presented at the 8/25 meeting. Diablo Tour ~ Offered on 8/27, 9/10 and 9/24 from 8 – 1pm. CAO Cheryl Cuming will email Board with dates and contact information. SLO TBID Planning Meeting ~ 7/15 at Level Studios. Climate Action Plan interview ~ August (date TBD). Board agreed that CBID did have an interest in participating. CAO Cheryl Cuming will plan to attend. Business (action items):

• Approval of June 23, 2010 meeting minutes It was noted that “Ms. Masia” needs to be corrected. CAO Cheryl Cuming suggested that future minutes contain the full name of Board members, participants & guests to avoid incorrect salutations. A motion was made by Marjorie Ott, seconded by Laila Fiege-Kollmann to approve the June 23, 2010 meeting minutes. With no further discussion, the June 23, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• VMI | RIESTER Mary Verdin logged Alan Perkel on to Skype so that he could provide website updates. Alan Perkel confirmed that header changes were made to allow for optimal use on mobile devices and enlarge the hit area. The itinerary builder will

have the capacity to hold up to 99 events, and an area will be designated to show 3 Upcoming Events, which they recommended get called “Feature Events”. Alan Perkel reviewed the opportunities to show a range of weather and the Board agreed to refer to the regions represented as “Coastal” and “Inland”. A collaborative partnership with be explored with both KSBY and KCOY to obtain the weather feed. Mary Verdin confirmed that a “packing list” is also being created to enhance the user experience. Alan Perkel confirmed that the coded home page will be presented at the 7/28 Board meeting. Marjorie Ott asked if they needed photos provided, and Mary Verdin confirmed that photo submissions are welcome and should be emailed to Mary Verdin & Cary Woll. Any photos provided will be noted with a photo credit. Alan Perkel also addressed the need to develop a Content Management Systems (CMS) to enable CAO Cheryl Cuming to upload information to YourCBID.com, noting that additional cost information will be provided at the 7/28 meeting. CAO Cheryl Cuming noted that the upcoming constituent communication will be sent once all information is uploaded and available on YourCBID.com. These communications will be sent prior to July 28th. Mary Verdin presented the consumer and constituent version of the business card and letterhead. Mike Hanchett requested an email template be create and provided to all Board members so email communications will be on the new letterhead. Nikki Schmidt noted that business card shells should be created to be used for future press runs. Mary Verdin also presented the Graphics Standard Sheet, and John King requested that CAO Cheryl Cuming proceed with the remaining details.

• Marketing Plan Action Steps & Phase II The Advisory Board reviewed all action steps extracted from the CBID Marketing Plan, and Mike Hanchett questioned bullet 3b. Develop a sustainable tourism outreach program to begin to educate the local community and set the groundwork for developing a sustainable tourism program. Board discussed whether 3b. should be “blue” indicating action in Fiscal 2011/2012, or should remain “yellow” for action in this fiscal year. CAO Cheryl Cuming confirmed that information on cost and timing was being provided by Carl Ribuado, and priorities could be determined as details were provided. John King noted that sustainability should be mentioned within the local area meetings, with a focus on historical points of interest. Mary Verdin mentioned that the SLO City PCC is working with the Historical Society and creating pod casts. Matt Masia noted that the Advisory Board needs to consider hiring additional resources to help execute some of the highlighted tasks.

CAO Cheryl Cuming reviewed a suggested timeline for Phase II. Nikki Schmidt confirmed that she has spoken to Helen McCann regarding the RFP process, and that she was available to meet with the Board. Helen McCann confirmed that the last RFP is obsolete and that all 4 components involved in Phase II (advertising, PR, social media and SEO) could be created in one RFP, and by defining each specific project scope; an interested party can bid on one or all. It was also recommended to expand the request throughout the state and that the County will facilitate this process. Helen McCann confirmed that a Sole Source Justification is needed to provide strong reasons why a specific firm is the best fit for a particular project. Mike Hanchett asked for clarification on the $25,000 threshold, and Nikki Schmidt confirmed that is in place, and that social media and SEO were within the Phase I scope of work for VMI | RIESTER and an amendment would suffice. Mike Hanchett added that the Advisory Board can work within the $25,000 ceiling for a company to provide short term assistance. Marjorie Ott noted that social media and SEO would be well suited to VMI | RIESTER since they are building the website, and Mary Verdin confirmed that details regarding Phase I and II website cost and functionality would be provided at the 7/28 meeting. Nikki Schmidt recommended a new project scope be created for PR and advertising, and Mary Verdin asked that it clearly be stated on the RFP that any firm can bid on 1 or all 4. CAO Cheryl Cuming will prepare the project scope and email to the Board for review prior to the 7/28 Board meeting. Matt Masia asked about budget development, and CAO Cheryl Cuming confirmed that she and Mike Hanchett were meeting to develop the detail.

• Local Area Funding Program CAO Cheryl Cuming provided the Event Fund request guidelines and form for Board review. Nikki Schmidt noted that the non-profit language should be removed, and CAO Cuming confirmed she would meet with Nikki Schmidt by 7/23 to review the guidelines, and begin to develop the process and contract. CAO Cheryl Cuming requested the Advisory Board submit the suggested names for each region and Laila Fiege-Kollmann provided names for Cayucos, and noted that meetings should include local leaders and constituents. CAO Cuming requested additional names from each region. Marjorie Ott asked that the CBID communicate with all regions about the timing for the local funding program. CAO Cheryl Cuming noted that a statement and timeline was sent to the Advisory Board, and was asked to resend. It was agreed that CAO Cheryl Cuming would meet with Marjorie Ott and Laila Fiege-Kollmann to discuss next steps.

• Video Script CAO Cheryl Cuming read aloud the draft of the video script. It was noted that it will incorporate the approved website design, focus on the lodging properties available in each region and promote WineCoastCountry.com.

John King noted that the script should contain aspects of our county’s history, horseback riding in Los Osos/Montana de Oro and women winemakers. Mike Hanchett asked that the research be reviewed to confirm the 5 reasons why consumers visit SLO County and make sure they are included. CAO Cheryl Cuming will reach out to each Advisory Board member to obtain feedback to provide all script input to Aspect Studios no later then Friday, July 23.

• Trademark CAO Cheryl Cuming confirmed the cost to trademark is $325 and that we can “TM” Wine.Coast.Country and our logo mark as we go through the process to trademark. CAO Cheryl Cuming will begin the trademark process.

• STR Report Options CAO Cheryl Cuming discussed the unavailability of information within the CBID regions due to the lack of participating hotels. Mike Hanchett asked that he and CAO Cuming further explore options to determine next steps. The Advisory Board did agree that we should acquire both Monterey and Santa Barbara County information for comparative purposes.

• VCB Member Value Program Mike Hanchett & Marjorie Ott confirmed that they must abstain as they are VCB Board members and noted that board members requested additional conversation to discuss items that would leverage the membership. Marjorie Ott commented that we need to make this decision sooner then later so all properties can be added to the website. Matt Masia noted his concern with the value of the benefits, and Mike Hanchett also noted that fellow property owners he knows opted to not participate in the VCB, and would they see the CBID joining on their behalf as a benefit. John King noted that the CBID Board agreed that we want to see the VCB continue to thrive and bring tourists in to the communities. Laila Fiege-Kollmann asked if the MVP funds should be drawn from the general CBID monies, or from the local area funds and it was noted that budget was being built and would be presented in August. Marjorie Ott recommended we discuss the items that would provide a greater value and CAO Cheryl Cuming reviewed the list:

• Qualify for Silver Member Benefit level • Access to VCB’s past visitor data base 4 times per year (VCB would send on

CBID’s behalf) • Shared Website content and technology (details to be defined by both

parties) • Shared Website links • Website Banner Ad (40,000 impressions per month) • Inclusion in out of area email communications with link to

Wine.Coast.Country. (eSpecials, This Week of SLO County) • Access to STR data for Santa Barbara and Monterey counties

• Lead Film Commission brainstorming to increase outreach & impact • Provide press clipping service • Input of all CBID constituent information

A motion was made by John King, and seconded by Shirley Lyon to approve participation in the VCB Member Value Program contingent upon the inclusion of the requested items. Presentations:

• Visitor & Conference Bureau, Member Value Program John Summer presented the Member Value Program for Board consideration, whereby all CBID constituents would become members of the VCB for a total investment of $46,863. Marjorie Ott asked how many of the CBID constituents other then vacation rentals are currently VCB members and John Summer confirmed that out of the 75 there are approximately 40 – 45. Marjorie Ott then asked why others where not members, and John Summer confirmed there were various reasons. Nikki Schmidt requested additional detail regarding the $5,000 for data input, and John Summer clarified that there could be an additional charge for inputting the vacation rentals, depending on how the information is provided.

• Sunset’s Savor the Central Coast Platinum Sponsorship Update Steve Burns thanks the CBID for their Platinum Sponsorship and noted the current success of sponsorship and ticket sales. Josh Heiser reviewed the details of the Expo booth, and provided a schematic for layout and design. Mike Hanchett asked for the formation of a sub-committee to approve the details of our Sponsorship, and Marjorie Ott and Laila Fiege-Kollmann agreed to participate. The sub-committee will meet and prepare a final overview for the 7/28 Board meeting.


John King requested that the ED from the Film Festival, Wendy Edison, be asked to attend to discuss opportunities to promote the County to new potential visitors.

Adjournment: A motion was made by John King, second by Matt Masia, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 3:44 p.m.



(CBID)

Agenda

July 28, 2010

12:00 p.m.



SLO CBID Members Present: Mike Hanchett, Shirley Lyon, Marjorie Ott, Laila Fiege-Kollmann, Matt Masia, Nikki Schmidt, County Liaison & Cheryl Cuming, CAO. Guests: Mary Verdin, Verdin Marketing Ink; Cary Woll, Verdin Marketing Ink; Ala Perkel, RIESTER; Ashlye Kennedy, RIESTER; Charles Crellin, King Ventures; Chet Hogobomm, King Ventures; Marshall Sumrall, Shoreline Inn.

Absent: John King.



• Upcoming Events BID Travel Industry Alliance Meeting ~ August 4th 2pm. August Special & Board Meeting ~ 8/11 & 8/25. Climate Action Plan interview ~ August (date TBD). Business (action items):

• Approval of July 14, 2010 meeting minutes A motion was made by Marjorie Ott, seconded by Matt Masia to approve the July 14, 2010 meeting minutes. With no further discussion, the July 14, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• VMI | RIESTER Alan Perkel reviewed the YourCBID portal, and confirmed the CMS is ready to launch, with only CAO Cheryl Cuming and RIESTER having “super admin” access. Matt Masia confirmed the receipt of the constituent communication and CAO Cuming noted that an alternate registration process needs to be created for

vacation rental management companies, and once completed, the letter will be emailed. Marjorie Ott confirmed that lodging properties should upload restaurant information and discussed adding a 6th choice, which will be added later if needed. Noreen Martin noted that Sunday – Thursday qualifier should be added to the $79 rate. CAO Cuming noted that she will work with VMI’s intern to finalize a cost to upload 75 hotels/motels/B&Bs and 20 management companies representing 444 vacation rentals. Alan Perkel suggested preferred placement if the properties opted in to the $79 rate and the Board decided not to pursue since many vacation rental companies could not participate due to the 3 night minimum. Content & technology partner details were discussed and Alan Perkel noted that Hearst Castle, VCB and PRWCA were top priority. Chair Mike Hanchett discussed our approach on existing traffic and how we focus on new traffic to grow the proverbial pie. Alan Perkel reiterated that content share is the goal and that the Hearst Castle relationship will be his focus for his August 25th visit. Nikki Schmidt asked about The Tribune’s bounce rate and how viable those Unique Visitors were to the CBID, and also noted that “Weddings & Event Planning” title should be reviewed for clarity. Marjorie Ott questioned whether we could build the wine information in to the “Favorites” functionality. Coded website pages were reviewed and CAO Cheryl Cuming noted that content review will be done once all copy is loaded and the site is launched. It was suggested that a sub committee be formed to review copy accuracy and flow. Matt Masia questioned whether itinerary selection can be monitored and Alan Perkel noted it would be and updates incorporated as needed. Matt Masia asked if you could access the lodging property website from the Stay landing page, and after some discussion it was agreed RIESTER should incorporate a “Book Now” button. Laila Fiege-Kollmann did not like “Life” following “Experience” in the header and this will be noted during the copy review phase. The Events Page was reviewed and CAO Cheryl Cuming will confirm with RIESTER what is needed. Laila Fiege-Kollmann asked that the Natural History Museum details be included on the Events page. Alan Perkel review that Phase I functionality focus was the Ajax finder, the Itinerary Builder, the Eat Stay Play profiler and the Events calendar. Phase II functionality included: Itinerary Builder version 2, UGC, video & photo gallery, property comparison tool and a shared footer. CAO Cuming suggested other options to consider such as Film Commission content to drive traffic, archived articles and package. Mary Verdin reviewed details of a suggested interim plan to launch in September which will help meet the D6-Drive Traffic component of the scope of work. Further review of the Phase II Scope of Work included web hosting and maintenance, Social Media & Management, Triggered Email blasts, Facebook app, I phone app and a virtual driving tour. CAO Cheryl Cuming requested detail costs breakdown between functionality costs and promotion dollars as VMI | RIESTER move ahead with the Social Media and SEO transition from Phase I in to Phase II. The Advisory Board

agrees that a presentation was not needed in the August 25th meeting due to the level of detail covered in today’s presentation.

• Phase II RFP CAO Cheryl Cuming submitted a draft for the Advertising and Public Relations Scope of Work and asked that the Board review. Nikki Schmidt noted that County Council advised that the Advisory Board agree to create a subcommittee to review the RFP details. With VMI | RIESTER present at all Advisory meetings, the Board did not want to create an unfair advantage by allowing VMI | RIESTER to preview the RFP prior to public release. Marjorie Ott & Shirley Lyon agreed to be members of this subcommittee.

• Local Area Funding Program CAO Cheryl Cuming reviewed the details of her meeting with Nikki Schmidt and confirmed that a current policy being reviewed by the Board of Supervisors will form the framework of the Process and Application for the CBID Local Funding program. CAO Cuming confirmed that the August deadline is the target so that local area meetings can begin in mid to late September. CAO Cheryl Cuming shared the details from the ABA meeting she attended on July 26, and Noreen Martin confirmed that each local committee will consist of a large percent of lodging property owners, plus community leaders. Marjorie Ott noted that the majority of lodging property interests must support this locally in order for it to succeed. Chair Mike Hanchett added that the budget draft will be presented at the August 11th special meeting so the Advisory Board can begin to determine the available funds by area in preparation for the September community meetings. Nikki Schmidt suggested a new breakout for the constituent regions to address the Tax Collector’s concern. It was suggested that unincorporated Morro Bay be combined with Los Osos, that Nipomo be combined with Oceano and that unincorporated SLO/Edna Valley and unincorporated Arroyo Grande combine. The Board agreed that Avila Beach, Cayucos, Cambria and San Simeon would continue to be represented individually. A motion was made by Laila Fiege-Kollmann, and seconded by Shirley Lyon to represent these 7 regions as the CBID constituency. With no further discussion, these regions were approved on a unanimous voice vote of the Advisory Board.

• Sunset Savor CAO Cheryl Cuming met with sub committee members Laila Fiege-Kollmann and Marjorie Ott to confirm details with our platinum sponsorship with Savor. CAO Cuming as for Board approval to invest $2,250 to create the Savor Program full page ad with VMI and the Board approved to proceed.

• VCB Member Value Program

CAO Cheryl Cuming reviewed the revised VCB MVP proposal as resubmitted by John Summer on July 27, 2010. Chair Mike Hanchett continues to request clarity on the strategy of “buying” existing traffic and distributing among county members, versus creating the relationship based on shared content and technology. Marjorie Ott noted that several past VCB members have Gold memberships, and asked that the proposal include paying only the difference between Silver and Gold programs. A motion was made by Shirley Lyon, and seconded by Laila Fiege-Kollmann to approve participation in the VCB Member Value Program contingent upon the inclusion of the requested item. Marjorie Ott, Mike Hanchett & Noreen Martin recues. Matt Masia voted no. Presentations:


Adjournment: A motion was made by Matt Masia, second by Shirley Lyon, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 3:47 p.m.



(CBID)

Agenda

August 11, 2010

12:00 p.m.



SLO CBID Members Present: Mike Hanchett, Shirley Lyon, Marjorie Ott, Laila Fiege-Kollmann, Matt Masia, & Cheryl Cuming, CAO. Guests: Mary Verdin, Verdin Marketing Ink. Absent: John King & Nikki Schmidt, County Liaison.



• Upcoming Events BID Alliance update was provided by Chair Mike Hanchett & Vice Chair Marjorie Ott. They reported that the first BID Alliance meeting was successful with all BIDs present. The BID Alliance agreed to meet monthly and Marjorie Ott noted the September meeting will be hosted by Morro Bay, who is on board with the overall philosophy moving forward. Mike Hanchett confirmed the September agenda had been discussed and that the overall relationship with the VCB was a topic of interest. Matt Masia noted that we do not want to jeopardize the funds provided by the County to the VCB, and to clearly differentiate the goals of the BID Alliance. CAO Cheryl Cuming stated that a mission will be discussed at the next meeting. CAO Cuming also noted that the minutes were available. Shirley Lyon questions whether other Advisory Board members can attend and CAO Cuming confirmed that we need to be aware of the Brown Act and can have up to 3 Board members present. The upcoming BID Alliance meetings are 9/14, 10/12 & 11/9. Climate Action Plan interview ~ 8/23 August Board Meeting ~ 8/25 September Board & Special Meeting ~ 9/8 & 9/22 Sunset’s Savor the Central Coast ~ 9/30 – 10/3

Business (action items):

• Approval of July 28, 2010 meeting minutes The Board asked for clarity on the VCB Member Value Program vote and CAO Cuming confirmed she will research and confirm. A motion was made by Laila Fiege-Kollmann, seconded by Shirley Lyon to approve the July 28, 2010 meeting minutes with any necessary updates to the VCB MVP portion. With no further discussion, the July 28, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• VMI | RIESTER Mary Verdin reviewed a recap of Phase I & Phase II and noted that the 8/25 meeting will contain many updates on the progress made in August. Regal 360 technology added to the area map was discussed and Mike Hanchett asked for clarity around the ability for this technology to drive traffic. Mary Verdin noted we only have “one chance to make a good first impression”, and that functionality like Regal 360 does hold people on a site longer, increases “stickiness”. Furthermore, video is proven to lower bounce rate. Mary Verdin further clarified that “Drive Traffic” does not contain media dollars in Phase I, and that this is contained in Phase II, along with SEO. CAO Cuming clarified that the Advisory Board would favor a Phase II Website Development and Promotions plan presentation from VMI|RIESTER at the 8/25 meeting. Mary Verdin presented two ad concepts for us in the Sunset’s Savor program. Headline 1: You’ve had a taste, see how much is left to discover. Headline 2: So much savored, so much still to discover. Noreen Martin liked the pier shot, and Marjorie Ott agreed that headline 1 was her selected choice. The Advisory Board selected Ad 1, and Mike Hanchett noted that CAO Cuming could finalize ad readability with VMI|RIESTER to meet the 8/13 deadline. CAO Cuming provided the Web Content & Technology Partnership overview. It was noted that the VCB agreed to share their event information. Noreen Martin noted she could assist with the partnership with TPRA and the City of Paso when needed.

• Local Area Funding Program CAO Cheryl Cuming reported that a letter will be prepared by the 8/25 meeting for use by the Advisory Board to provide to local people of interest with details on dates and deliverables. CAO Cuming all confirmed that Nikki Schmidt is working on the Process document with the late September meeting dates as a target.

• VCB Member Value Program

Marjorie Ott reviewed her conversation with John Summer and noted that the VCB could not agree for Gold Members paying only the difference between Silver & Gold memberships because of the potential loss of revenue of $6,000. CAO Cuming noted that the Advisory Board approved the VCB MVP participation and needed to confirm in order to finalize and move forward. The Advisory Board agreed that all information had been vetted and requested CAO Cuming confirm with John Summer that the program will be put in place.

• Budget Chair Mike Hanchett & CAO Cheryl Cuming presented the budget detail and Mike Hanchett walked the Advisory Board through the worksheet set up that Nikki Schmidt provided. CAO Cheryl Cuming noted that all Phase I expenses are shared equally between “General/Umbrella Funds” and “Local Funds”. The philosophy of sharing ongoing expenses was discussed at length with the following comments being noted: Matt Masia noted that the local funding dollars are why the BID got approved. Noreen Martin spoke to the ABA and the local entity must feel empowered, and she visualized that both funds would contribute equally for the first 2-3 years to build the infrastructure. Shirley Lyon noted we need to clearly state what projects the Local Funds have helped support. Mike Hanchett noted that the lodging owners in San Simeon understand that a portion will be used to get things stated and Marjorie Ott agreed Cambria felt the same, and wanted to see a substantial amount remain the local fund moving forward. Matt Masia asked if the percentage should be less if the area is smaller, and questions whether all overhead expenses where included to date, and Mike Hanchett confirmed they were included. CAO Cuming noted that all Phase II expenses are reflected within the General/Umbrella Fund, and a determination is needed to set a policy as we move forward. Several concerns were raised about the total Local Funds available, and what expenses should be considered “shared”. CAO Cuming asked that Board revisit their thoughts and to table the decision for the next meeting. CAO Cuming noted the plans to add local funding collections by month and cash flow detail. Noreen Martin suggested we budget Savor 2011 sponsorship dollars payable within the 2010 – 2011 fiscal year. CAO Cuming requested specific items be approved within the budget detail so we can proceed. A motion was made by Matt Masia, and seconded by Marjorie Ott to approve the following items: VCB MVP, Printing ID Package (stationary), Savor promotional items, FAM Trip, Trademark and Profile Upload expenses. With no further discussion, these expenses were approved on a unanimous voice vote of the Advisory Board. Marjorie Ott requested that we revisit the coop program funding and ask that we split the program evenly with all participants. CAO Cuming will follow up with John Sorgenfrei to request an alternate plan.

CAO Cuming confirmed that Phase II Website Promotions and ongoing Technology Development budget of $300,000 is the not to exceed number that should be used for the 8/25 presentation by VMI|RIESTER. CAO Cuming requested approval of $2,000 to attend the CTTC Sustainability Conference in October 2010. A motion was made by Marjorie Ott, and seconded by Laila Fiege-Kollmann and with no further discussion, the CTTC conference expenses were approved on a unanimous voice vote of the Advisory Board. CAO Cuming requested Phase I website functionality expense for Regal 360 and Video Shorts be approved for a September launch. A motion was made by Matt Masia, and seconded by Marjorie Ott to approve $24,999 and $5,500. With no further discussion, these expenses were approved on a unanimous voice vote of the Advisory Board.

• Phase II RFP CAO Cheryl Cuming confirmed the RFP draft is currently being reviewed by County Council. The Board requested that CAO Cuming review the Sole Source justification details again with Nikki Schmidt. Mike Hanchett noted that the out of market PR may continue to be sourced through the RFP for period to extend beyond the 2010 – 2011 fiscal year.

• Sunset Savor CAO Cheryl Cuming requested that the Advisory Board provide the ability for the sub committee to spend needed monies in support of Savor, and the Board agreed to provide such decision making power going forward to all sub committees and approved the Savor expenses within the Budget detail. A FAM Trip update was provided with CAO Cuming noting the current budget was $3,000 more then the originally approved $27,000 ($19,500 CBID, $5000 VCB & $2500 MB BID). Linda Parker Sanpei will reach out to Board members to work with local restaurants and attractions to decrease overall expense exposure. Nine journalists were interested in attending, with the goal of between 12 – 18.

• CTTC Annual Guide CAO Cheryl Cuming asked that the Advisory Board provide approval to negotiate an ad package so we do not miss out on the 2011 CTTC Annual Travel Guide. Matt Masia noted he does not advertise, and Marjorie Ott stated that print does not pay for itself at her property. Shirley Lyon noted we should consider small space ads and on line ads. Matt Masia noted that the goal of the Paso BID was to build their database. Marjorie Ott agreed to be on the sub committee. A motion was made by Marjorie Ott, and seconded by Matt Masia to authorize up to $10,000 for the Guide with the guidance of the sub committee. With no further discussion, this expense was approved on a unanimous vote of the Advisory Board. Presentations:

Richard Howell & Phil D’Arci reviewed the Air Service presentation and requested a $25,000 conditional pledge, noting Sacramento Airport agreed to match up to the $25,000 for a cross-marketing initiative. Phil D’Arci noted that survey results will be available in late August on deplanement stats of visitors versus business travelers. Marjorie Ott asked when they needed a response and Richard Howell noted that the CBID could commit to the monies verbally in 2010 and fund in the 2011 fiscal budget.


Adjournment: A motion was made by Shirley Lyon, second by Laila Fiege-Kollmann, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 3:29 p.m.



(CBID)

Agenda

August 25, 2010

12:00 p.m.



SLO CBID Members Present: Mike Hanchett, Marjorie Ott, Laila Fiege-Kollmann, John King, Noreen Martin, Nikki Schmidt, County Liaison & Cheryl Cuming, CAO. Guests: Mary Verdin, Verdin Marketing Ink; Alan Perkel, RIESTER; David Thayer & Megan, Aspect Studios; Marshall Sumrall, Shoreline Inn; Curtis Reinhardt.

Absent: Matt Masia & Shirley Lyon.



• Upcoming Events September Board & Special Meeting ~ 9/8 & 9/22 Note: Alan Perkel requested that the last meeting of September be moved to 9/29. Sunset’s Savor the Central Coast ~ 9/30 – 10/3 Business (action items):

• Approval of August 11, 2010 meeting minutes A motion was made by Laila Fiege-Kollmann, seconded by Marjorie Ott to approve the August 11, 2010 meeting minutes. With no further discussion, the August 11, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• VMI | RIESTER Alan Perkel reviewed the staging site (http://staging.winecoastcountry.com) and confirmed that the Board could also view the development site (http://development.winecoastcountry.com) Alan reviewed the Play Eat Stay Events and Region sub-channel pages. Mary Verdin confirmed that actual copy will

be on the site at launch and she would encourage the Board to review it carefully and provide feedback at that time. The Region map was reviewed in detail and the following comments were noted: Highway Loop must be names, mileage must be calculated and the loop route needs to be confirmed. CAO Cuming will meet with Noreen Martin to work through the loop details. The Board agreed that a legend should be created that shows general activities and when you select the activity, the area where it is available lights up on the map. General activities noted were beaches, wine, golf, Farmer’s Markets and Historical sites. The Regal 360 shot list was reviewed and it was suggested that if SLO TBID will pay to shoot the Mission and SLO Farmer’s Market, then two additional shots will be done. Shots considered are Piedres Blancas lighthouse, Zebras at Hearst Castle and Baywood back bay. Board agreed that if SLO TBID did not want to pay for the two SLO shots that they would be done at the CBID’s expense. Cambria’s West Village will be replaced with Fiscillini Ranch, and Nipomo’s Mesa drive will be replaced with a golf shot at Trilogy. San Simeon beach views will be provided by Mike Hanchett and a shot of Ragged Point will be done. CAO Cuming will pursue coops with Pismo Beach, Morro Bay, Paso, SLO and Atascadero, and Mary Verdin will approach Pops by the Sea. Other items noted were: add airport and train station and include art galleries John King asked that Health/Wellness be added to Play, and Alan Perkel noted that “Price” will be removed from the Stay page. CAO Cuming asked that the 7 region consolidation be used for internal financial purposes and that the 10 regions are represented as stand alone areas. CAO Cuming reviewed the web partnerships and confirmed the VCB has agreed to provide event content, as well as the SLO Chamber. Laila Fiege-Kollmann asked if we could include links to Chamber websites from our site and we agreed to pursue for Phase II. Alan Perkel reviewed the upcoming deliverable schedule: Week of September 7th ~ content will be uploaded Week of September 15th ~ Website sent to Board for Quality Assurance check Week of September 20th ~ soft launch September 27 ~ launch

• Local Area Funding Program CAO Cuming presented the letter that will be sent to each local area so local area funding meetings will begin to be confirmed. CAO Cuming confirmed that she required the Board’s support to identify the key people and coordinate the meeting date/location details. CAO Cuming confirmed that she and Nikki Schmidt had been working together on the Policy and Application draft and a final will be presented at the 9/8 Board meeting.

• Budget

The overall philosophy of how expenses should be shared between local and general funds continued to be discussed. Marjorie Ott noted that our decisions today do not set precedence for our ability to request local fund support in future years. The Board agreed that Phase I expenses will be shared, and that Administrative costs will continue to be a shared expense. As we enter Phase II, the general fund will assume expenses to launch and promote the Shoulder Season campaign. John King noted that the Sustainability Plan does not seem to have the necessary meat and the Board confirmed that this will be discussed in more details at a future Board meeting. Laila Fiege-Kollmann asked that the Financials be updated to note “Administrative” and remove specific names from the description. Chair Mike Hanchett asked for a motion to approved the Phase II budget for VMI | RIESTER so they can prepare for the plan presentation in September. A motion was made by Marjorie Ott, seconded by Laila Fiege-Kollmann to approve a range of $300,000 - $480,000 for Phase II, including Web Development, Social Media, SEO, Advertising and constituent/in-market PR. CAO Cuming worked with Marjorie Ott to confirm that final CTTC Annual Travel Guide strategy of purchasing a 1/3 page ad and a listing under lodging properties for WCC.com. Chair Hanchett asked the Board to allow CAO Cuming to work with VMI | RIESTER to finalize the ad and listing copy to meet the 9/10 deadline and the Board concurred.

• Phase II VMI | RIESTER reviewed Phase II Web Development, Social Media and SEO in order of priority: Web hosting, Social Media, Email Blasts, Web app development, Facebook App tab and mobile app. VMI confirmed Phase II will begin October 11 and end June 2011. Chair Mike Hanchett asked about ROI and how we measure our success and Alan Perkel noted we will track size of audience growth, traffic back to the WCC.com through to the lodging properties and impressions. Laila Fiege-Kollmann asked how we would know if they booked and Alan agreed that the content of the email to constituents would need to specify how referrals from WCC.com will need to be tracked. Laila Fiege-Kollmann also noted that we need to define what we want to report monthly and determine what is important to share with constituents. Alan questioned whether we should speak to Yelp locally? John King noted the visibility of restaurants on our site and mentioned we should invite them to participate in the BID. Nikki Schmidt is preparing paperwork for Phase II, including the sole source justification backup and CAO Cuming has asked VMI | RIESTER to prepare an addendum to their Scope of Services for presentation to the BOS in September. The RFP will be finalized for an out-of-market PR partner that will focus on 2010 – 2012 fiscal years. Furthermore, the Board requested that the RFP be prepared for a Phase III Fiscal 2011-2012 outreach, which would be sent to interested agencies in early 2011.

CAO Cuming asked the Board to confirm their agreement that the Phase II baseline will be calculated from TOT data. The Board agreed and CAO Cuming with work with Nikki Schmidt to prepare for the Shoulder Season launch.

• Sunset Savor CAO Cuming provided the Volunteer Schedule so Board members could note their available times. CAO Cuming also confirmed that she will be pursuing partnerships with entities with large email databases to provide Savor tickets for promotions in early September, to then provide access to the email database in October to build WCC.com registrants and the Vacation Getaway Giveaways interest. CAO Cuming also reviewed updates for the FAM trip and confirmed 9 journalists thus far. CAO Cuming thanks Marjorie Ott, Laila Fiege-Kollmann and Shirley Lyon for their efforts with Linda Parker Sanpei to coordinate local restaurant partnerships. CAO Cuming noted that the dup fees for the CBID video will be included in the FAM Trip budget and raised her concerns that currently we have 6 journalists flying in so our budget is approximately $3,000 - $5,000 over, however, as we work with our partners and determine their ability to provide comps, then we can better assess the final spend. Presentations:

The team from Aspect Studios presented the 6-minute CBID video and the following items were noted: Show elephants seals when you introduce “Country”; Shopping seems a low focus, rural feel and lack of towns and activity; fine dining over the water verbiage needs to be more general about dining experiences. Aspect also presented the Savor video, as well as one video short, which will be used on the Region map.


Chair Mike Hanchett requested that the Advisory Board focus on the following for the September 8 meeting: Budget approval, Phase II and Local Area Funds.

Adjournment: A motion was made by Laila Fiege-Kollmann, second by John King, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 3:43 p.m.



(CBID)

Agenda

September 8, 2010

12:00 p.m.



SLO CBID Members Present: Mike Hanchett, Marjorie Ott, Laila Fiege-Kollmann, John King, Noreen Martin, Matt Masia & Shirley Lyon, Nikki Schmidt, County Liaison & Cheryl Cuming, CAO. Guests: Mary Verdin, Verdin Marketing Ink; Alan Perkel, RIESTER (via phone); Marshall Sumrall, Shoreline Inn.

Call to Order by Chair Mike Hanchett at 12:07 p.m. Public Comment: Nikki Schmidt commented that if a timeshare is open to the public and pays TOT, then it is part of the CBID constituency, and if it is privately used and not taxes, then it is not. John King questioned the status of a vacation club and Nikki Schmidt will confirm.


• Upcoming Events September Board Meeting ~ The Board agreed to move the meeting from 9/22 to 9/29. Sunset’s Savor the Central Coast ~ 9/30 – 10/3 October Board Meeting ~ The Board discussed whether 2 meetings will be needed in October and decided to determine at the 9/29 meeting. Currently the suggested October Board meeting date is Wednesday 10/27. Holiday Meetings ~ The Board asked to review the holiday schedule at the September meeting, and discussed the possibility of having a holiday party. Business (action items):

• Approval of August 25, 2010 meeting minutes

It was noted that “East” must be revised to read “Eat” at the top of page 2. A motion was made by Marjorie Ott, seconded by Laila Fiege-Kollmann to approve the August 25, 2010 meeting minutes. With no further discussion, the August 25, 2010 minutes were approved on a unanimous voice vote of the Advisory Board.

• VMI | RIESTER Mary Verdin dialed up Alan Perkel and he provided an update via cell phone. Alan Perkel confirmed the CMS migration is in process, the Regal 360 map design is being finalized and the video shorts will be uploaded after 9/15. Alan Perkel suggested CAO Cuming reach out to reach member to discuss their region following the 9/14 content upload. It was confirmed that the VCB content was exported and that the SLO Vintner’s copy will be input by RIESTER since Becky Grey has been unavailable to assist. Alan Perkel clarified the initial content feed with not be updated automatically. The partners will provide a CVS file and the hopes that future feeds can be provided via RSS or XML. It was noted that Phase II will contain time to upload partner content updates weekly and/or monthly. CAO Cuming confirmed the Regal 360 partnerships included Paso BID, Pismo BID, Morro Bay BID & Atascadero Main Street. SLO TBID, SLO Chamber and Arroyo Grande were also approached and declined to participate for this trip.

• Web Partnerships

CAO Cuming confirmed that PRWCA has agreed to provide member content to populate WCC.com for Phase I. A Memorandum of Understanding will be submitted by 9/09 to outline the details of this partnership. Mike Hanchett reiterated the importance of these types of relationships, and noted that PRWCA has requested the CBID Advisory Board review their new sponsorship opportunities. CAO Cuming will agenda this item for 9/29.

• Local Area Funding Program Marjorie Ott confirmed that first local area funding meeting is in Cambria on 9/23. Nikki Schmidt will finalize the local area funding process and application based on Board input. Matt Masia questioned the Brown Act rules and asked about Ethics training for Local Area Funding Committee members, and Nikki Schmidt to confirm. Shirley Lyon asked if the fund request details must go to the Board of Supervisors and Nikki Schmidt did not believe so and will confirm. The Board agreed one the committee size the funding amounts that would require Board review. Matt Masia confirmed that countywide events should come to the Advisory Board for approval. Further conversations confirmed that Local Area Policy should be used by the regions, and the Event form should be used for requests made outside the region.

• Budget CAO Cuming requested the Board continue to discuss the budget funds philosophy specific to umbrella/general and local area. John King stated that we must look to the future and continue to deliver on our mission. Marjorie Ott agreed, stating fairness is a top priority. Noreen Martin noted that this is a learning experience for all and we can not change mid stream, and it would create a lack of trust, and that we must build the trust and move forward. CAO Cuming provide additional details on the Coop Advertising proposal provided by TJA and Mental Marketing. Matt Masia and Noreen Martin both noted that the Paso BID Board has not yet reviewed and confirmed their participation. A motion was made by Marjorie Ott, and seconded by John King to include the $30,000 in the CBID budget for Phase II. With no further discussion, this budget placeholder was approved on a unanimous voice vote of the Advisory Board. CAO Cuming requested additional review of the FAM trip budget. It was noted that 8 journalists are not flying in, versus the 4 originally budgeted. Furthermore, $2,000 of the $5,000 of support provided by the VCB must be used to purchase Savor tickets. CAO Cuming noted that over $6,000 of the budget is noted for overnight stays, and that hotel constituents may not charge the approved $79 rate (plus tax) so some savings may be realized in this category. John King noted his concern with the Saturday night BBQ with an out of area vendor (Santa Maria) and asked we use an in-county source. A motion was made by Noreen Martin, and seconded by John King to approve the additional not to exceed budget of $9,800. CAO Cuming will approach the MB BID and requested an additional $2,000 to help cover the overage. With no further discussion, the updated FAM Trip budget was approved on a unanimous voice vote of the Advisory Board. Additionally, CAO Cuming asked for Board approval to request a proposal for the $32,000 in out of area PR, based on the momentum created with the October FAM trip. Nikki Schmidt confirmed a RFP is not necessary as we build on the contacts make by Parker Sanpei PR so create the out of area plan. CAO Cuming will ask VMI | RIESTER to coordinate Phase II details with Parker Sanpei. A motion was made by Marjorie Ott, and seconded by Shirley Lyon to request a 9/29 presentation by Parker Sanpei based on a $32,000 budget for out of area PR. With no further discussion, it was approved by unanimous voice vote of the Advisory Board.

• Phase II

CAO Cuming confirmed that Sole Source Justification is being submitted to continue Phase II with VMI | RIESTER, and that a budget range has been provided with a proposal presentation planned for 9/29. Mike Hanchett reminded all that County purchasing requirements must be followed, and Nikki Schmidt agreed that any contingency budgeted as part of Phase II must be less then $5,000 or 25%, which ever is greater. CAO Cuming emphasized the important of including time in Phase II to roll out Phase I tools to our constituents, and asked VMI | RIESTER to create a “tool box” of instructions so this can be put in place.

• Sunset Savor CAO Cuming confirmed that Savor details are being finalized and ticket partnerships have been solidified with Sunset (Facebook Fans) and Tour & Tasting (15,000 e-subscribers). CAO Cuming will continue to pursue a relationship with the VCB and others. The final volunteer schedule, event tickets for volunteers and aprons will be provided at the 9/29 meeting. CAO Cuming will meet with Josh Heiser to confirm all details are covered. Presentations:


Adjournment: A motion was made by Laila Fiege-Kollmann, second by John King, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 2:54 p.m.



(CBID)

Agenda

September 29, 2010

12:00 p.m.



SLO CBID Members Present: Mike Hanchett, Marjorie Ott, Laila Fiege-Kollmann, John King, Noreen Martin, Matt Masia & Shirley Lyon, Nikki Schmidt, County Liaison & Cheryl Cuming, CAO. Guests: Mary Verdin and Ashlee Akers, Verdin Marketing Ink; Alan Perkel and Ashley Kennedy, RIESTER; Linda Parker Sanpei, Parker Sanpei Public Relations; Marshall Sumrall, Shoreline Inn.

Call to Order by Chair Mike Hanchett at 12:06 p.m. Public Comment: None


• Upcoming Events Sunset’s Savor the Central Coast ~ 9/30 – 10/3 FAM Trip ~ 10/3 – 10/7 October Board Meeting ~ The Board agreed one meeting would suffice and the October Board Meeting will be Wednesday 10/27. Holiday Meetings ~ November 17 and December 15 Business (action items):

• Approval of September 8, 2010 meeting minutes A motion was made by John King, seconded by Shirley Lyon to approve the September 8, 2010 meeting minutes. With no further discussion, the September 8, 2010 minutes were approved by a unanimous voice vote of the Advisory Board.

• Fiscal Year 2009 2010 Financials

Nikki Schmidt presented the final Fiscal Year 2009 2010 Financials. CAO Cuming confirmed that Nikki Schmidt and Cuming will develop a detailed budget tracking spreadsheet, outlining Local Area and Umbrella funds. Furthermore, a monthly assessment collection by area (as defined by the 7 regions) and a cash flow will be developed to assist in providing greater detail as the local area funding programs launch.

• VMI | RIESTER Alan Perkel reviewed Phase I accomplishments and walked through progress on the website. It was noted that Board members will be sent their local area copy and their feedback is encouraged. Matt Masia asked that we discuss constituent access to the CBID database and Alan Perkel noted he had some recommendations. CAO Cuming suggested these details be discussed at the October Board meeting. Alan Perkel also confirmed that they are planning to work with a local photographer to upload property shots as part of Phase II. The vacation rental profile information was discussed and it was agreed that CAO Cuming, Shirley Lyon and Alan Perkel would meet prior to the next meeting to discuss a plan for both management companies and independent vacation rentals. Furthermore, the Board agreed that the categories should represent Hotel/Motel/B&B with vacation rentals as a separate category. Marjorie Ott asked is a “view all” button could be added as you preview the lodging property selections. Furthermore, Alan Perkel requested that the Board preview the Amenities List and determine the priorities. It was also discussed that in the Play portal selections under “Activities” should remove “Location” and “Price”. The Board agreed to preview the Eat portal at a later date, and that the Event calendar should identify all areas of the County, not just the CBID region. Marjorie requested that the “Events” versus “Play” content be reviewed for accuracy. The Board agreed that Paso, San Luis Obispo and Pismo Beach information must be added to all area expect “Stay”. As the Board previewed the Regional Map, it was noted that we may want to consider additional Aspect Videos to represent these regions. John King noted that the entire wine region must be shows and will send a map that can be referenced. It was also suggested that we outline next steps for the evolution of the Highway 1 Loop.

• Partnerships CAO Cuming and Mike Hanchett reviewed the progress with Hearst Castle, including ARAMark, Destination Cinemas and State Parks. A revised plan was presented to Shane Wood and Dawn Olsen Plsen, and the CBID requested a confirmation of their interest in the suggested partnership no later than 10/25 so that final details can be discussed at the 10/27 meeting. CAO Cuming presented the PRWCA Sponsorship Package for consideration by the Board for 2010 2011. Stacie Jacob prepared a well detailed plan that would allow the CBID to become a sponsor at a variety of levels, with varying financial

obligations and benefits. The Board requested that a soft copy be emailed so they could review and that the details of the sponsorship be discussed at the 10/27 meeting.

• Local Area Funding Program CAO Cuming confirmed that the first Local Area Meeting had been done in Cambria. Marjorie Ott reported that the attendance included 9 constituents and other interested Cambria business professionals. The meeting concluded with the selection of a Local Area Funding Committee and a confirmation of the first meeting on Tuesday, October 26, 2010. CAO Cuming confirmed that the Oceano Local Area Funding meeting will take place on Thursday, October 28, and that the Avila Business Association has requested the CAO Cuming attend their October Board meeting to provide an overview of the program. Laila Fiege-Kollmann noted that she and Shirley Lyon would focus on Cayucos and get that area meeting set as well.

• Sunset Savor CAO Cuming and Linda Parker Sanpei provided a FAM Trip update, noting that 19 journalists were confirmed. CAO Cuming also noted that Morro Bay BID did not provide any additional funding at this time, and would prefer to wait until the conclusion of the FAM trip to assess the results. Board members were encouraged to participate in any activities they were interested in, so the journalists could meet the CBID Board members. CAO Cuming provided a brief overview of Savor and confirmed that all materials were ready and volunteers were in place. A final Savor recap will be provided at the October Board meeting. CAO Cuming noted that Dena Bellman, Oceano Dunes State Parks, was concerned about the video footage showing an ATV in the water, which is illegal. CAO Cuming asked the Board if they would approve the edit fees of $380 to remove this footage from our current video and replace with general dunes activities shots. A motion was made my Marjorie Ott, and seconded by Laila Fiege-Kollmann to approve the $380 to edit the video. With no further discussion, this expense was approved by a unanimous voice vote of the Advisory Board. Presentations:

• Linda Parker Sanpei, Parker Sanpei Public Relations Linda Parker Sanpei presented a recap of the Shoulder Season out of market PR plan. The strategy is to focus on the momentum created from the October FAM trip and drive coverage in CA publications between November 2010 and June 2011. John King asked how we can realistically determine if PR is working and Linda Sanpei and Alan Perkel confirmed that parameters can be set up through Goggle Analytics to track PR impact through increased visits following the article pub date. Matt Masia noted that the plan covered mostly print, and that there must be a

social media aspect included. Alan Perkel suggested we create a media calendar and content calendar so advertising and PR will blend on all levels. It was also discussed to create an on line media resource center. John King also noted to consider outreach to Cal Poly alumni, and Marjorie Ott mentioned that B&Bs need to be included in the Family Reunion theme. The Board agreed that further detail must be added in order to provide final approval and Parker Sanpei will present these specifics on October 27.

• Mary Verdin, Alan Perkel & Ashley Kennedy, VMI | RIESTER CAO Cuming previewed the Scope of Services submitted to the BOS that outlined the general scope of projects and cost ranges to complete Phase II. Phase II includes Web Development, Advertising, Social Media, SEO and In Market PR. VMI | RIESTER outlined the following for Phase II: more robust Itinerary Builder, User Generated Content and photos, Property Comparison, Driving Tours, Emails blasts, Facebook Tab, Mobile App and Analytics/Reporting. Mary Verdin reviewed the Brand Architecture, and Marjorie Ott noted that “County” must be added. The Board agreed that we must review a more detailed Statement of Work that covers a plan for October – December, then the progress can be assessed, and the Should Season campaign can be adjusted and continued through June 2011. Laila Fiege-Kollmann suggested that CAO Cuming manage the process with both VMI|RIESTER and Parker Sanpei throughout October, and prepare a more detailed plan for presentation at the October 27th Board Meeting. The Board agreed that this process would negate the need for a second October meeting.


Adjournment: A motion was made by Laila Fiege-Kollmann, second by Matt Masia, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 3:41 p.m.



(CBID)

Agenda

October 27, 2010

12:00 p.m.



SLO CBID Members Present: Mike Hanchett, Marjorie Ott, Laila Fiege-Kollmann, John King, & Shirley Lyon, Nikki Schmidt, County Liaison & Cheryl Cuming, CAO. Guests: Mary Verdin, Ashlee Akers and Lisa, Verdin Marketing Ink; Alan Perkel and Mark (via phone), RIESTER; Linda Parker Sanpei, Parker Sanpei Public Relations; Marshall Sumrall, Shoreline Inn. Absent: Noreen Martin & Matt Masia

Call to Order by Chair Mike Hanchett at 12:10 p.m. Public Comment: John King asked about the budget detail for Savor and requested additional information to provide a better understand the financial implications of the event. Mike Hanchett made a conflict of interest announcement and confirmed that Cavalier Hotel did hire VMI | RIESTER to provide website development services. Alan Perkel confirmed that the rate provided is the same rate given to the organization, which is a rate RIESTER extends to all members of the CBID. Marjorie Ott announced the Scarecrow Festival in Cambria was a big success. Alan Perkel requested a photo of the top 10 so that it could be posted on the website, Facebook and Flickr.


• Upcoming Events Oceano Local Area Meeting will take place on Thursday October 28, 2010. Holiday Meetings ~ November 17 and December 15. Note that there is a VCB Board meeting on both CBID Board meeting dates. Business (action items):

• Approval of September 29, 2010 meeting minutes It was noted that page 3 under Presentations “Should” needs to be replaced with “Shoulder”. A motion was made by John King, seconded by Marjorie Ott to approve the September 29, 2010

meeting minutes. With no further discussion, the September 29, 2010 minutes were approved by a unanimous voice vote of the Advisory Board.

• September Administrators Report

CAO Cuming presented the September Administrator Report and noted that the report will not be posted on YourCBID.com. John King asked about the Avila Local Area Fund meeting, and requested CAO Cuming clarifies with Karin Argano, ABA E.D. that restaurants do not have access to the CBID local area funds.

• Fiscal Year 2010 2011 Financials Nikki Schmidt presented current 2010 2011 Financials, including budget detail for approved expenditures, as well as the gross amount for local area funds for July, August & September 2010.

• VMI | RIESTER and Parker Sanpei Mary Verdin got Mark from RIESTER on the speaker phone and together they presented the CBID Phase II Advertising Plan. The plan detailed the $180,000 spend for November 8, 2010 – June 20, 2011 to drive potential visitors to WCC.com focusing on core feeder markets within the state of CA. The plan components include Paid Search, Facebook, behavioral targeting on Yahoo and ad buys on key sites and Tripadvisor with projected total impressions of 148,000,000. Key word strategy was discussed and determined that the CBID would share the key word list with all BIDs, and the 5 key partners, to determine if any words are being purchased by others and should be removed from our list. Ashlee Akers presented three creative executions and noted that they would be tested to see what ad pulls best. Alan Perkel presented the Web SEO/Development Plan detailing the $155,000 - $205,000 spend from November 2010 – June 2011. The Board requested that RIESTER prioritize providing all profiles to the VCB so all constituents can be uploaded on to the VCB site. Mike Hanchett noted that we must add an info page for Ragged Point/Big Sur. Nikki Schmidt questioned the $5,000 carryover figure and noted that her budget reflected a total of $4,000. CAO Cuming will investigate and determine which figure should be used. The Social Media plan was also reviewed, projecting a spend range of $40k - $60k, and well as a Local PR outreach that will focus on the Highway 1 Loop launch and constituent communications, totaling between $12,000 - $13,500. Alan Perkel reviewed web content and technology updates and confirmed that Paso Robles had to be added as a region in order to show the PRWCA winery profiles. Alan Perkel confirmed that he will connect with Stacie Jacob to determine a more efficient export of data as we move forward. The Board requested that the Paso region selection be turned off on the Stay page. Alan Perkel and Ashlee Akers reviewed the next steps on the vacation rental profiles, and the ability to offer Google Street View was discussed, and Alan Perkel will confirm. Working in conjunction with Shirley Lyon, the amenities list was confirmed and Shirley Lyon will review the 196 independent rentals to determine if any should be represented on our site. A motion was made by Marjorie Ott, and seconded by Shirley Lyon to approve the Scope of Services with a note to exceed total of $410,000 which outlines the VMI | RIESTER Shoulder Season Advertising, Web SEO, Social Media, In-Area and Web Development Plan. With no further discussion, the Plan was approved by a unanimous voice vote of the Advisory Board.

Linda Parker Sanpei presented the FAM trip recap reviewing the 19 journalists and their anticipated coverage following their October 3 – 7 trip to SLO County. Marjorie Ott noted that she was not contacted about the dinner being moved at Linn’s, and noted that a travel writer cancelled and she was unable to sell the room. The Board discussed the tight schedule the journalists were on, which did not allow them time to enjoy each area, and the lodging properties. Future FAM trips will be reviewed with this in mind. The FAM budget was reviewed and the Board requested that CAO Cuming meet with Morro Bay to determine their interest in funding above the initial $2,500 commitment, and to work with the VCB on the $3,000 balance owed. CAO Cuming will provide these details at the November Board meeting in order to determine if $1,000 of Parker Sanpei’s time can be covered for Saturday night’s activities. Linda Sanpei presented the Out-of-Area plan, including monthly themes and a Tier 1 and Tier 2 media focus from November 2010 – June 2011. The $32,000 plan included 5-6 journalists coming to SLO for a personalized tour, plus 30 hours per month in outreach and follow up to gain additional coverage from the FAM trip itinerary and coverage from the FAM trip journalists. A motion was made by Shirley Lyon, and seconded by Marjorie Ott to approve the Parker Sanpei Shoulder Season Out-of-Area PR Plan as presented. With no further discussion, the Plan was approved by a unanimous voice vote of the Advisory Board.

• Partnerships CAO Cuming presented the PRWCA sponsorship levels and reviewed the benefits between the $5,000 and $10,000 sponsorships. The Board determined that they would like to pursue the $5,000 sponsorship due to the marketing exposure and value for sponsorship dollars provided overall. Alan Perkel noted that the Board should consider a holding an additional $5,000 in reserves to buy extra banners and email blasts. The Board would like to request coverage for 14 months and explore vacation package opportunities. A motion was made by Shirley Lyon, and seconded by Marjorie Ott to approve the Parker $5,000 PRWCA sponsorship, and to ear mark $5,000 for other PRWCA marketing opportunities. With no further discussion, the sponsorship was approved by a unanimous voice vote of the Advisory Board. The Hearst Castle proposals have been presented and are awaiting their approval. CAO Cuming and Chair Mike Hanchett stated that they would keep the Board updated as to the progress. CAO Cuming provided a list of 12 services that potentially could be provided by the VCB and asked the Board to review and rank their priorities. CAO Cuming will reach out to reach Board member for their input prior to the November 9 BID Alliance meeting.

• Local Area Funding Program Nikki Schmidt confirmed that County Counsel reviewed the Local Area Funds Policy and the changes were noted in yellow on the copy provided to the Board. Nikki Schmidt noted that the final policy will require BOS approval and will be placed on a future agenda. CAO Cuming confirmed that Cambria and Avila were moving forward with forming their Local Fund Advisory Board, and both Oceano/Nipomo and Cayucos meetings are scheduled for November.

• Sunset Savor

CAO Cuming reviewed a recap of the results at the WCC expo area at Savor, as well as the general attendance results overall. It was confirmed that a new attendee visited our booth every 42 seconds, and we obtained 597 newsletter subscribers and over 600 Facebook likes/fans. The Board discussed their interest in continuing to support Savor, and noted that our expo area must have representation of each region, a visible banner, as well as pulling it all together under the WCC brand.

• Sustainable Tourism Conference Recap CAO Cuming presented a recap of the Sustainable Tourism learning and noted that we must more clearly define our next steps thought Sustainable practices and/or Stewardship. Chair Mike Hanchett confirmed that the Advisory Board must determine our direction and begin to develop a plan. Laila Fiege-Kollmann noted that Cottontail Ranch’s website reviews their position and Alan Perkel suggested that the CBID consider an on-line survey. CAO Cuming will resend the Stewardship proposal and the Sustainable Plan proposal for Board review prior to the November Board meeting. Presentations:


CAO Cuming confirmed that Steve Burns has requested to present at the November Board meeting in regard to 2011 Sunset Savor sponsorships.

Adjournment: A motion was made by Shirley Lyon, second by Marjorie Ott, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 4:09 p.m.



(CBID)

Agenda

November 17, 2010

12:00 p.m.



SLO CBID Members Present: Mike Hanchett, Marjorie Ott, John King, Noreen Martin & Matt Masia; Nikki Schmidt, County Liaison & Cheryl Cuming, CAO. Guests: Mary Verdin, Nikki Whitlock, Verdin Marketing Ink; Alan Perkel, RIESTER; Linda Parker Sanpei, Parker Sanpei Public Relations; Marshall Sumrall, Shoreline Inn. Absent: Laila Fiege-Kollmann & Shirley Lyon

Call to Order by Chair Mike Hanchett at 12:14 p.m. Public Comment:


• Upcoming Events Holiday Meetings ~ December 15. Note that there is a VCB Board that morning. 5 Partner Meeting will take place on December 14 or 15 when Alan Perkel is in town. Avila Town Hall Meeting – January 11, 2011 at 5pm. January Board meeting – January 26, 2011 Business (action items):

• Approval of October 27, 2010 meeting minutes It was noted that page 4 under Savor that we must have a banner and representation of each individual region at next year’s expo booth. A motion was made by Marjorie Ott, seconded by John King to approve the October 27, 2010 meeting minutes. With no further discussion, the October 27, 2010 minutes were approved by a unanimous voice vote of the Advisory Board.


CAO Cuming reviewed the highlights of the October Administrator Report and noted that the report will be posted on YourCBID.com. John King asked that CAO Cuming email the report to the Board.

• Fiscal Year 2010 2011 Financials Nikki Schmidt presented current 2010 2011 Financials, and John King requested that Financials be sent to the Board the week before the Advisory meeting for review. Nikki Schmidt confirmed that when the Financials are available, she will send prior.

• Budget John King discussed the need to have a heavy event focus and reviewed the details for both the Beach Volleyball Olympic Trials (July 4th weekend in 2011) and the 2013 Iron Man qualifier (late October). CAO Cuming reviewed the final expense detail for the October FAM trip and requested that the Board consider approving the $1,000 expense to cover the additional time spent to host journalists on Saturday. A motion was made by Marjorie Ott, and seconded by John King to approve the $1,000 expense for Parker Sanpei. With no further discussion, the expense was approved by a unanimous voice vote of the Advisory Board. The Board also discussed the $3,000 outstanding owed by the VCB, and determined that this would be discussed at the December Advisory Board meeting. Furthermore, CAO Cuming requested the Board consider the $2,000 to fund the VCB’s portion of the coop plan, as discussed in the November BID Alliance meeting. Chair Hanchett noted that the CBID Advisory Board had previously approved $30,000 for the coop, and that the $2,000 would fall within that budget. CAO Cuming also requested that a discretionary fund be created to take advantage of media opportunities that require a quick turnaround (Good Morning America requested footage on Friday and aired on Monday morning). Nikki Schmidt confirmed a discretionary fund could be created with a set limit. CAO Cuming presented costs to store the 4,500 wine glasses remaining from Savor, for use in the 2011 event. Noreen Martin noted that she would provide storage at no charge and instructed CAO Cuming to contact her CFO to make arrangements.

• VMI | RIESTER and Parker Sanpei Alan Perkel reported on the beginnings of our website and social media results, since launching at Savor, being on GMA and starting the Shoulder Season campaign on 11/10. Thus far Facebook=661 likes, YouTube=442, E-newsletter signup=981 (also includes entries for the Getaway Giveaway), Total visits=689 and Unique Visitors=251. Mary Verdin did confirm that VMI has reviewed the total assessment contribution by region and they are weighting the presence in Social Media based on the % of contribution. Matt Masia asked if we could prove traffic to each constituent, and Alan Perkel confirmed that we could. Chair Hanchett requested that a Stat Summary Report be created to provide an overview of all web, social media and PR results and send it to the Board with the agenda (1 week prior to the Advisory Board meeting). As Alan Perkel reviewed website functionality updates, the Board noted a few items to add to the Phase III wish list, including sort event calendar by region, “view all” option on Eat, Play, Stay and Events, match the right rail Eat and Play display with the region being search for Stay, and to label all Hero shots. Marjorie Ott requested details on Hero shot resolution and Alan Perkel will confirm and CAO Cuming will post on YourCBID.com. The Regional map was reviewed and RIESTER proposed that we move the map functionality to Google Maps. The map art is going to have too many items, and this suggestion will provide a

better user experience. Chair Hanchett asked what would not be included in the Phase II Scope of Services for Web Development if we did the above suggestions on the map in this Phase. CAO Cuming noted the VMI|RIESTER will prepare an overview to detail Phase II functionality so the Board can make informed choices as we evolve through Phase II and make plans for Phase III. CAO Cuming requested the Board discuss the philosophical approach as we purchase Key Words that are directly targeted at partner and BID URLs and regional buzz words. After a lengthy conversation, the Board agreed that we should address on a case by case basis, and if any partner or BID is concerned with the purchase of any key word, we would eliminate so that the relationship is not placed at risk. Mary Verdin reviewed CCTC map and membership opportunities. The Board agreed not to pursue either at this time. Mary Verdin reviewed the need to become a SLO Chamber member in order to purchase banner ad space on visitSLO.com. The Board determined that the media buy’s focus on out of area audiences is important to the overall media mix. A motion was made by Marjorie Ott, and seconded by Mike Hanchett to proceed with the $295 investment in a SLO Chamber membership in order to buy visitSLO.com. On a voice vote, the majority of the Advisory Board approved the membership and Matt Masia opposed. Linda Parker Sanpei reviewed the Client Action Report and 90-day agenda for the out of area PR. It was noted that these stats should be added to the Stat Summary Report so all results can be previewed on one-sheet.

• Partnerships CAO Cuming reviewed the opportunity to partner with Cal Poly and participate in 2 Cal Poly Sustainable Tourism classes throughout the upcoming school year. The winter class will provide a comprehensive list of all sustainable practicing businesses in the County, and the spring class will provide a framework for the Highway 1 Loop project. CAO Cuming and Chair Hanchett reviewed the status of the Hearst Castle partnership and confirmed that Hearst did agree to provide ad and navigation locations on HearstCastle.com. An initial investment was discussed and the Board determined that up to $10,000 (based on a $50 CPM rate with a one year rate guarantee) would be earmarked for January/February/March 2011 to deliver a weekly impression minimum. RIESTER will track the test results and determine if the HearstCastle.com ad buy will become part of the Phase II Shoulder Season campaign, and monies will be allocated from current budgets within paid search. A motion was made by Marjorie Ott, and seconded by Matt Masia, to approve the not to exceed budget of $10,000 for the 3-month banner and navigation test with HearstCastle.com. On unanimous voice vote of the Advisory Board, CAO Cuming will provide a MOU to Hearst outlining the above details. CAO Cuming reviewed the services ranking of VCB Benefits. The Board requested that CAO Cuming email the spreadsheet, along with the Top 5 choices in preparation for the December BID Alliance meeting, and the ability for CAO Cuming to share the CBID Top 5 with the VCB as they are revising their marketing plan. CAO Cuming reviewed an opportunity for a presence at the Grand Tasting event in Arizona in the 13 AJ Stores. After some discussion, the Advisory Board determined that we must focus on our current Shoulder Season strategy and would be interested in the LA and San Francisco Grand tasting events in March and June 2011.

• Local Area Funding Program Nikki Schmidt reviewed the information obtained from Tax Collector regarding “in good standing” and confirmed that details would not be released publically, and that a lien is issued within 45 days and the information can be accessed via the Tax Collector’s office. Although enforcement would be difficult due to the above mentioned process, the CBID Advisory Board agreed that “in good standing” language should be added to the CBID By Laws, and Matt Masia requested that is also be incorporated in to the Local Fund Policy and By Laws. Nikki Schmidt will add the language to all above mentioned documents and present at the 12/7 BOS meeting. CAO Cuming asked the Advisory Board is a Local Fund Summary would be helpful, and Marjorie Ott agreed that one should be prepared and presented at the December Board meeting.

• Sustainable & Stewardship Due to time constraints, the Board agreed that the details of Sustainability and Stewardship would be discussed at the December Board meeting. It was also suggested that the Board consider the formation of a marketing sub-committee to address the many marketing details, as not to weigh down the Board with so many details at future meetings. Presentations:

Steve Burns presented the Sunset presentation they are sharing with prospective 2011 sponsors, and provided information about the opportunity for lodging packages, a local ticket sales venue, location options John King requested the Board better define the CBID’s financial role to support the VCB and Savor 2011, and to leave the door open to discuss the needs. Chair Hanchett confirmed that Sunset is providing a full run full page ad that may be sold to generate cash flow for the VCB. A motion was made by Marjorie Ott, and seconded by Noreen Martin to provide the green light for CAO Cuming to coordinate with Steve Burns to present sponsorship options at the December Board meeting.


CAO Cuming confirmed that Steve Burns will present at the December Board meeting in regard to 2011 Sunset Savor sponsorship options. Chair Hanchett asked that the Board form a Marketing Sub-committee for 2011.

Adjournment: A motion was made by Marjorie Ott, second by Matt Masia, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 3:51 p.m.

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(CBID)

Minutes

December 15, 2010

12:00 p.m.



SLO CBID Members Present: Mike Hanchett, Marjorie Ott, Laila Fiege-Kollmann, Shirley Lyon & Matt Masia; Nikki Schmidt, County Liaison & Cheryl Cuming, CAO. Guests: Mary Verdin, Ashlee Akers, Verdin Marketing Ink; Alan Perkel, RIESTER; Linda Parker Sanpei, Parker Sanpei Public Relations; Marshall Sumrall, Shoreline Inn. Absent: John King, Noreen Martin

Call to Order by Chair Mike Hanchett at 12:02 p.m. Public Comment: None


• Upcoming Events Avila Town Hall Meeting – CAO Cuming confirmed that this meeting will become an ABA Membership Mixer and that the CBID has been asked to provide a general presentation. January Board meeting – NOTE: The meeting will be moved to January 27 from 9am – 12pm due to a conflict with the VCB Vision Workshop on January 26, 2011. CAO Cuming noted that VMI|RIESTER will attend and donate their time, valued at $900. Business (action items):

• Approval of November 17, 2010 meeting minutes A motion was made by Vice Chair Marjorie Ott, seconded by Matt Masia to approve the November 17, 2010 meeting minutes. With no further discussion, the November 17, 2010 minutes were approved by a unanimous voice vote of the Advisory Board.

Page | 2


CAO Cuming reviewed a new format for the November Administrator’s Report which focused on highlights. CAO Cuming confirmed that activities summarized activities through mid-December. The Board agreed that the new format was acceptable. Vice Chair Marjorie Ott noted that an agreement had not been finalized regarding the VCB Gold memberships under the Member Value Program and CAO Cuming will contact the VCB to finalize.

• Fiscal Year 2010 2011 Financials Nikki Schmidt presented 2010 2011 Financials month ending November 20, 2010. Nikki Schmidt confirmed that the financials will be provided no later than the 15th of each month, and starting in January 2011 financials will be sent 1 week prior to the Board meeting with the Board packet. Nikki Schmidt also reviewed the TOT baseline data showing a .06% increase, comparing Y/Y figures for November 2009|2010 and Shirley Lyon noted that the figures appeared “off”. Nikki responded that the figures are based on collections and that November collections may be reflected in the December financials if collected after the reporting cut-off date. Chair Mike Hanchett suggested the Board considers a 3-month smoothing average, and Laila Fiege-Kollmann requested that the County confirm the annual figures are correct by year.

• Budget Chair Mike Hanchett and CAO Cuming reviewed the budget detail for FY 2010|2011. CAO Cuming noted that the GMA footage created by Aspect Studios was $579.25 against a budget of $500. A motion was made by Shirley Lyon, and seconded by Laila Fiege-Kollmann to approve the $579.25. With no further discussion, the budget was approved by a unanimous voice vote of the Advisory Board. The Board discussed the discretionary fund usage and Vice Chair Marjorie Ott suggested that funds could be spent up to $500 with specifics expense detail provided to the Board as back-up, and anything over $500 the CAO Cuming should involve the Marketing subcommittee. The formation of the Marketing Subcommittee will be discussed in the January 2011 meeting. The Board discussed the Stewardship|Sustainability line item and Chair Hanchett asked if the Board would prefer is these monies where moved in to the contingency and Matt Masia suggested we consider defining as a percentage. The Board determined the item is important to our vision and core values and should remain as a line item in the budget. Sponsorship was reviewed and Matt Masia suggested we denote $55,000, and Vice Chair Marjorie Ott noted that all other sponsorship monies, other than the $5,000 ear-marked for PRWCA, should be placed in contingency. Chair Hanchett reviewed the Grant line item and asked that the Board agree to designate monies for a grant writer in 2011. A motion was made by Vice Chair Marjorie Ott, and seconded by Shirley Lyon to line item monies in the 2010|2011 budget for discretionary funds (under $500), Stewardship|Sustainability ($19,500), Savor ($55,000) and Grant Writer ($18,000). With no further discussion, the budget was approved by a unanimous voice vote of the Advisory Board.

• VMI | RIESTER and Parker Sanpei Linda Parker Sanpei reviewed the Client Action Report for the out of area PR, and noted that since Good Morning America’s coverage on November 8, 2010, we saw a spike and have continued on a steady climb throughout November to mid December.

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CAO Cuming reviewed the newly created Stat Summary and noted that the report is available on www.YourCBID.com. Matt Masia asked if the site visitor left WCC to a lodging website, then time on site ends and Alan Perkel confirmed. Mary Verdin noted that VMI|RIESTER staff log ins are blocked as to not inflate the numbers. Ashlee Akers reviewed the Social media report and noted that Facebook is surpassing Goggle search. Chair Hanchett pointed out the difference between natural and paid search, and noted that it will be reported monthly. Alan Perkel reviewed the new map functionality and noted that the user experience will improve, and Goggle Maps will allow for street view functionality of vacation rentals. Mary Verdin reviewed a cost overview of Phase II functionality so the Board can make informed choices as we evolve through Phase II and make plans for Phase III. The Board discussed the possibility of moving Design & program Blog ($3,000), Blogging ($7,000) and Global Footer ($5,000) to Phase III, in order to place Map Evolution ($6,000) and Loop Road Page ($ TBD) to Phase II. Mary Verdin noted that the blog design does have costs against it so the balance remaining of the $3,000 will be confirmed. CAO Cuming noted that the Highway 1 Loop Development Plan and launch of the initial phases must be placed in Phase II, and that a Highway 1 Loop plan will be presented at the January Board meeting. A motion was made by Vice Chair Marjorie Ott, and seconded by Shirley Lyon to move program blog, blogging and Global Footer to Phase III in order to move up map functionality and Highway 1 Loop development. With no further discussion, the budget was approved by a unanimous voice vote of the Advisory Board. Alan Perkel reviewed the Client Management System (CMS) which will allow constituents to update their profiles through www.WineCoastCountry.com/admin. CAO Cuming will schedule training on the CMS and the launch to the constituents is planned for January, and VMI|RIESTER will create a 1-pager to provide detailed instructions, which will be posted on www.YourCBID.com. Mary Verdin reviewed the constituent communication plans for the video and quarterly newsletter. The first newsletter will be sent in January 2011, and CAO Cuming will work with VMI to train on Emma to develop the newsletter format and content. It was noted that possible topics on the video could include CMS instructions, Shared Tools information, Goggle Analytics log in instructions and places.goggle.com. Future videos could also train lodging property staff how to use WCC as a desktop concierge for current and future guests. Alan Perkel to provide Goggle Toolbar link to Board. A need for a Media Center was discussed and Ashlee Akers noted that a Phase III Wish List is been generated, which contains this item. Chair Hanchett suggested that we removed Triggered Email Blast Set up from Phase II in order to create available dollars for the Media Center. The Board agreed that CAO Cuming should explore Media Center options with Linda Parker Sanpei and Mary Verdin, and to place Triggered Email Blasts on hold for now. Alan Perkel agreed to provide a cost to implement a Media Center at the January Board meeting. Also, Marjorie Ott also requested that a “Home” button be added to the website navigation. Mary Verdin touched on the keyword strategy and Chair Hanchett asked that both Sonoma and Monterey be added to the mix. Mary Verdin also reviewed the additional Regal 360 shots, and CAO Cuming asked that Brandon approach other past clients to see if they would be agreeable to place their footage on WCC. VMI|RIESTER agreed that a new promotion needs to be finalized for January launch once the Getaway Giveaway is complete. Ideas will be provided at the January Board meeting.

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• Partnerships CAO Cuming confirmed that the MOU was submitted to Hearst Castle and once the details are confirmed, Alan Perkel will meet with Tom (Hearst Castle IT) to prepare site for 3-month test. CAO Cuming asked for Board guidance regarding the $3,000 owed by the VCB for the October FAM trip. Chair Hanchett noted that $3,000 has been estimated as the maximum the VCB would charge to upload all of our constituents to the VCB website. The Board requested that CAO Cuming confirm the upload total, and negotiate the balance owed with the VCB for Savor tickets or additional database access.

• Local Area Funding Program CAO Cuming presented the newly created Local Fund Summary and the Advisory Board agreed the format would work well going forward. Nikki Schmidt confirmed that the BOS approved the Local Fund policy, application forms, event sponsorship form and By Laws. Laila Fiege-Kollmann asked about the review process to determine “good standing” status, and Nikki Schmidt suggested the County review the Local Fund Advisory Board member quarterly to confirm they are in good standing. Shirley Lyon asked about Administrative Support as an employee versus a contractor to determine if there are any liability concerns. CAO Cuming will review with Nikki Schmidt and report at the January Board meeting. Marjorie Ott noted that the Cambria Vacation Rental Management Companies are happy with the recent progress. Alan Perkel noted that both Cambria and Avila Beach are looking at updated websites, and if the Local Funds coordinated, a website template could be created that would save on website development. CAO Cuming will communicate with both Funds to determine interest. Presentations:

Steve Burns and Molly Cano presented several sponsorship options for Sunset Savor, focusing on the CBID returning with a $55,000 Platinum level sponsorship. Sunset is interested in pursuing the finale event at Hearst Castle, and the CBID Board expressed interest to provide connections to help make this happen. CAO Cuming will review the list of activities and sponsorship opportunities and provide input to Steve Burns in early January 2011.


Adjournment: A motion was made by Shirley Lyon, second by Vice Chair Marjorie Ott, to adjourn the meeting. On unanimous voice vote, the meeting was adjourned at 3:13 p.m.

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