CC 2019-09-24_11a Supplemental No. 1
MEMORANDUM
TO: CITY COUNCIL
FROM: JAMES A. BERGMAN, CITY MANAGER
SUBJECT: SUPPLEMENTAL INFORMATION
AGENDA ITEM 11.a. – SEPTEMBER 24, 2019 CITY COUNCIL MEETING
CONSIDERATION OF SAN LUIS OBISPO COUNTY TOURISM
MARKETING DISTRICT (SLOCTMD) RENEWAL
DATE: SEPTEMBER 24, 2019
Attached is correspondence received regarding the above referenced item.
cc: City Attorney
City Clerk
Public Review Binder
September 24, 2019
RE: Support for the Renewal of the San Luis Obispo County Tourism Marketing District
Dear SLO County Supervisors, Mayors and Councilmembers,
On behalf of the Central Coast region’s business community, our coalition strongly urges your
support for the renewal of the San Luis Obispo County Tourism Marketing District (SLOCTMD)
managed by Visit SLO CAL.
In less than five years since the SLOCTMD was unanimously approved by the seven cities and
SLO County, Visit SLO CAL has added tremendous value to our region and each of our unique
communities by accomplishing what none of our individual communities could accomplish
alone. The regional partnership model is critical to the future success and competitiveness of
our region, not only for tourism, but for the broad economic health and vibrancy of our region
and quality of life of all our residents.
Nearly five years ago, industry leaders recognized that for SLO County to compete nationally
and globally in the tourism industry, we needed to have a regional identity and the collective
scaling power that the SLOCTMD provides which led them to organize and create the
SLOCTMD. Looking back at the value the SLOTMD provided, industry leaders across the County
have petitioned to assess a 1.5% fee on the services they provide for another ten years in order
to expand and extend the value that Visit SLO CAL provides to the industry and the community.
Visit SLO CAL has created a compelling brand that competes at the highest levels with other
destinations like Napa, Sonoma, Monterey and Santa Barbara allowing our region to punch far
above the weight class of any individual community, reaching many hundreds of thousands
more potential visitors each year.
The Travel and Tourism industry is the County’s second largest economic driver. The industry
represents 9.7% of the County’s annual GDP and brings broad community benefit. In 2018,
Economic data showed that visitors spend $1.81B in SLO County and generate $80.1M in local
tax revenue annually.
One exemplary example of the collective impact and community benefit of Visit SLO CAL is the
addition of so many new flights to new destinations. Over the last 3 years, air service
development has been a tremendous boon for SLO County. It is only through the leadership of
Visit SLO CAL, the County Board of Supervisors and the SLO County Airport that air service has
seen the addition of six new direct flight options, ten new non-stop flights and two new carriers
allowing visitors and residents to have direct access to Denver, Seattle, Dallas, Las Vegas,
Portland and San Diego. On any given flight, the passengers include a roughly 50/50 split of
visitors and residents, proving the efforts of Visit SLO CAL are not only bringing visitors into the
County, but providing connectivity for our residents and local business community as well.
Renewal of the SLOCTMD will assure we continue to expand air service, which is a key
component to our region’s present and future economic success.
Lastly, another key indicator of the district’s success cannot be ignored, prior to its formation
the average length of a visitor stay was 1.7 nights in SLO County. Now the average length of
stay is 3.2 nights. This is very good news for the lodging and business community.
It is clear that the collective power of the SLOCTMD for marketing, advertising, and air service
development has generated tremendous support for the value and economic benefit it yields
for each of our communities. We simply ask for your support for the renewal of the SLOCTMD -
a proven success that needs to be enhanced and strengthened.
Thank you for your consideration.
Sincerely,
Jocelyn Brennan
President & CEO South County Chambers of Commerce
Emily Reneau
President & CEO Atascadero Chamber of Commerce
Dawn Rodden
President & CEO Los Osos/Baywood Park Chamber of Commerce
Mary Ann Carson
President & CEO Cambria Chamber of Commerce
Jessica Maine
President & CEO Templeton Chamber of Commerce
Erica Crawford
President & CEO Morro Bay Chamber of Commerce
David Archer
President & CEO Pismo Beach Chamber of Commerce
Michael E. Manchak
President & CEO Economic Vitality Corporation
Kevin R. Bumen A.A.E., C.A.E.
Director of Airports
Melissa James
President & CEO Hourglass Project
Jeffrey D. Armstrong
President Cal Poly