RESOLUTION NO. R-2022-040
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF PISMO BEACH,
CALIFORNIA AUTHORIZING THE CITY MANAGER TO ENTER INTO AGREEMENTS WITH TJA ADVERTISING & PUBLIC RELATIONS, INC. FOR THE THREE-YEAR PERIOD OF JULY 1, 2022, THROUGH JUNE 30, 2025, FOR THE PROVISION OF
PROMOTION AND MARKETING SERVICES FOR THE CITY OF PISMO BEACH
CONFERENCE & VISITORS BUREAU AND THE PISMO BEACH LODGING
BUSINESS IMPROVEMENT DISTRICT (LBID)
WHEREAS, the City's current vendor agreements for Promotion and Marketing Services expire on June 30, 2022; and
WHEREAS, staff issued a Request for Proposals, including direct contact with fourteen agencies, four of whom responded by submitting proposals; and WHEREAS, on April 7, 2022, the CVB Board Marketing Subcommittee met to review the proposals received and contact references; and on April 13, 2022, the Subcommittee had the two top agencies present their proposals; and
WHEREAS, on April 20, 2022, the Conference and Visitors Bureau Board / Lodging Business Improvement District Board received a report on the Subcommittee's findings, and recommended that the City Council award two separate contracts for the period of July 1, 2022—June 30, 2025 to TJA Advertising & Public Relations for promotion and marketing of the Conference and Visitors Bureau (CVB) and the Pismo Beach Lodging Business Improvement District (LBID); and
WHEREAS, the General Fund and LBID Fund are projected to have sufficient operating surpluses to support the three-year agreement.
NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of Pismo Beach hereby awards and authorizes the City Manager to execute two separate Promotion and Marketing Agreements to TJA Advertising & Public Relations, Inc. for the period of July 1, 2022—June 30, 2025:
1. An agreement for General Fund CVB services in the amount of $669,000 over three fiscal years, or $223,000 per year in Fiscal Year (FY) 2023, 2024, and 2025 (scope provided in Exhibit A and compensation provided in Exhibit B); and
2. An agreement for LBID services in the amount of $3,852,355 over three fiscal years, or $1,222,000 in FY 2023, $1,283,100 in FY 2024, and $1,347,255 in FY 2025 (scope provided in Exhibit A and compensation provided in Exhibit B).
BE IT FURTHER RESOLVED that the City Council of the City of Pismo Beach hereby appropriates $3,953 in the advertising and promotions account and deappropriates $3,907 in the professional services account of the FY 2023 General Fund Tourism & Events Department CVB Division budget; and appropriates $224,150 in the advertising and promotions account and $29,100 in the professional services account of the FY 2023 LBID Fund Tourism & Events Department CVB Division budget.
PAGE 1 OF 18
R-2022-040
UPON MOTION OF Council Member Blake, seconded by Mayor Pro Tem Reiss, the foregoing resolution was adopted by the City Council of the City of Pismo Beach this 17th day of May 2022, by the following vote:
AYES: 4 Blake, Reiss, Newton, Waage
NOES: 1 Guthrie
ABSENT: 0
ABSTAIN: 0
RECUSED: 0
Approved: Attest:
Ed Waage, Mayo
PAGE 2 OF 18
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R-2022-040
Pismo Beach CVB Strategic Plan
Vision
The Pismo Beach CVB manages, with
integrity, the brand for the destination of
Pismo Beach through its relationships
with strategic partners, and delivering
smart tourism growth by utilizing
leading edge promotional tactics.
Pismo Beach is a Classic California
beach town, where visitors emotionally
attach themselves to its laid back,
coastal lifestyle. With a rich wine
region just 10 miles away, and outdoor
adventure opportunities that are
unsurpassed, visitors experience
destination loyalty that inspires them to
return regularly. We create meaningful
experiences with our visitors so they
return and share their positive travel
stays with family and friends.
12 City of Pismo Beach/LBID
CVB
Strategic Plan
Mission Statement
The Pismo Beach CVB builds overnight
visitor revenues, as well as destination
awareness, by consistently promoting
an identifiable, effective, and ongoing,
targeted promotional message. The
CVB serves as the voice of Pismo
Beach tourism.
Role
The Pismo Beach CVB provides the
City of Pismo Beach and the lodging
industry comprehensive tourism brand
management and awareness through
collaborative partnerships and a
targeted marketing and promotional
budget. The Board also serves as an
advisory group to the Pismo Beach
City Council as it relates to tourism
and collaborates with the Pismo Beach
Hospitality Associates on marketing
initiatives.
Grow tourism in a targeted and
responsible way; work with tourism
partners; expand brand initiatives; and
ensure repeat customers through
visitor satisfaction.
PAGE 3 OF 18
R-2022-040
1 Pismo Beach CVB Strategic Imperatives
Smart Tourism Growth
Conduct focused Behavioral and
Demographic targeting to ensure growth
is not limited to occupancy, but also
drives RevPar and TOT growth. This
will create a lower impact on the local
community, enjoying the beaches and
other City of Pismo Beach resources.
Develop a Sustainable Tourism Plan
that will have specific goals and
objectives on how to limit the impact on
the residents of Pismo Beach from the
visitor population coming into the City.
Collaborative partnerships and strategic
alliances increase the awareness of
tourism available in the City of Pismo
Beach by working collaboratively with
Visit SLO CAL, Visit California, CCTC,
PBHA, the Chamber of Commerce,
SLOCoast Wine Collective, Edna Valley
Wineries and the Land Conservancy of
SLO County.
Strategic
Imperatives
Brand Awareness
Expand brand initiative and awareness,
and increase tourism competitiveness,
by communicating to visitors who we
are through our branding. The Classic
California brand works to ensure that
customers connect with Pismo Beach's
unique lifestyle and everything else the
City has to offer. Continue to promote
Wine & Waves branding and Outdoor
Coastal Adventure with the addition of
the Pismo Preserve.
Visitors and Residents
Excellent overall satisfaction of visitors,
who are excited to return and share
experiences with their friends, is the
measurement that proves we have
accomplished our goals of standing
behind our brand, Classic California.
Various research projects will be
done to help to guide us on providing
better satisfaction from both the visitor
population as well as residents of Pismo
Beach.
City of Pismo Beach/LBID 13
PAGE 4 OF 18
Target Market and Demogaphics
To support travel to Pismo Beach in the off-season (non -summer), when the lodging properties need it most, the following target demographics are listed in the order of importance and emphasis.
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1 Empty Nesters
Able to travel mid -week and during the off-season.
Upscale visitors who spend more and stay longer.
3 M..
NextGen Travelers
Younger singles and couples, feel good travelers,
seeking stewardship and eco-fnendly travel using
most recent technologies to navigate trips.
Multigenerational Travelers
Share experiences and build memories with
their kids and grandkids. Tend to plan trips
around milestone events.
Day Trip Visitors
Enjoy the beach, water activities, wine and
dining, nature and relaxing, and shopping.
5 Focus efforts on the 4 to 6 hour drive market to
• Market to Southern and Northern California.
• New marketing to Sacramento and San Diego.
• Market to Bakersfield and Fresno to encourage
overnight stays and avoid day -tripping. using
lodging specials in the off season
Pismo Beach, including:
Work with Visit SLO CAL on co-op opportunities in
the fly markets of San Diego, Seattle, and Portland.
Develop a "Stay Vacation" campaign within
Northern Santa Barbara County (Santa Maria) and
San Luis Obispo County to encourage overnight
stays versus day -tripping in the off season.
0 14 City of Pismo Beach/LBID
Pismo Beach Creative
Utilizing the recent research studies done by the CVB and Visit SLO CAL, we will target our efforts on a drive market, with emphasis on both Northern and Southern California, and add Sacramento and San Diego. The target audiences, demographics and goals and objectives have been covered in the RFP for more detail. Creative will feature relaxation, fun, family, the chance for introspection, and a destination that offers value and less stress.
R-2022-040
Savor the flavor
of California's
favorite beach town.
Pismo Beach
Explore. Exhale
Experiefic
,: our rnrp `.....
PAGE 6 OF 18
City of Pismo Beach/LBID 15
s Marketing Strategies
V
s
!1 Pismo Beach is truly Classic California, famous for its historic pier, miles of beautiful white sand beaches, and a rich wine region only minutes 2 away. It's where sand, sun, sea, and sky converge to create the ideal getaway. California's golden past is alive and well in Pismo Beach. ill --Pismo Beach's Branding Position Statement ie
Objectives
1. Increase shoulder season growth and mid -week travel to lower the impact of visitors on the resident population and aid the lodging properties when occupancy slows.
2. Continue to market to the areas of Southern California and Bay Area and target a higher demographic spender, keeping occupancy level while providing more revenue.
3. Continue to not promote Day -tripping in any market to avoid overcrowding in the town and lessen the impact on our local residents.
4. Explore new markets of Sacramento and San Diego to increase overnight stays and limit day-trippers.
5. Expand our marketing and targeting to the outdoor enthusiast by the offering of the Pismo Preserve and other coastal attractions.
6. Continue to market to the wine enthusiast with our Wine & Waves branding and the ongoing cooperative work with the SLO Wine Collective.
Strategies
1. Targeting and research to increase effectiveness at reaching various markets with a trackable call to action.
2. Attend industry tradeshows to secure group and FIT business that maximizes revenues for lodging properties.
3. Promote and maximize the potential of local events that encourage visitors to stay longer via a variety of activities.
4. All banners, marketing materials, brochures, and social media posts/videos will have a call to action to utilize ExperiencePismoBeach.com.
5. Develop and explore co-op and marketing opportunities to exploit the new air service to San Luis Obispo.
6. Develop targeted marketing tactics to support the new Pismo Preserve and other coastal adventure activities.
Measurements
1. Increase RevPAR and TOT Growth by 3% each year 2022-2025.
2. Calculate how many group tours came through Pismo Beach.
3. Obtain surveys from event organizers showing out of area attendee data.
4. 20% increase in visitors to ExperiencePismoBeach.com through the call to action.
5. Track visitors to ExperiencePismoBeach.com and lodging pages.
6. Grow Social Media by 10% each year 2022-2025 across all platforms.
7. Track Trip Advisor visits.
16 City of Pismo Beach/LBID
PAGE 7 OF 18
Q Collaborative Partnerships and Strategic Alliances
E
w Objectives
1. Foster relationships with strategic partners and the lodging community.
2. Increase communication with local businesses and the hospitality industry on efforts and upcoming events.
3. Enhance hospitality industry experience: national tourism week, restaurant month, and cooperative marketing.
4. Work closely with Visit SLO CAL to explore future co-op opportunities and to avoid duplication of efforts wherever possible.
Strategies
1. Attend Summits and Board Meetings of state and county tourism organizations.
2. Participate in memberships and activities that are mutually beneficial to maximize opportunities for Pismo Beach.
3. Distribute a monthly newsletter that is beneficial and informative for all partners.
4. Work to package, partner, or co-op with Brand USA, Visit California, CCTC, Visit SLO CAL, LBID, Chamber of Commerce, and SLO Coast Wine Collective.
5. To identify quality Influencers and have them support the Social Media tactics, with followers as well as gaining photography and video to add to the creative library for Pismo Beach
6. Support Social Media, advertising and PR with partnership with regional magazines, such as LA Magazine, Orange Coast, 805 Living, and other targeted publications and digital platforms.
Measurements
1. Track meeting attendance.
2. Evaluate participation in CVB events and newsletter call to action.
3. Create a semi-annual survey to send to partners to evaluate relationship and participation to make sure we are maximizing our efforts.
4. Co-op advertising placed with a trackable call to action.
5. Measure FAM Trip stories.
6. Track future lodging stays from FAM trips.
7. Look at both visitor satisfaction as well as resident satisfaction and determine how programs are received to improve satisfaction to both groups.
City of Pismo Beach/LBID 17
PAGE 8 OF 18
R-2022-040
Expanding Brand Initiatives and Awareness
1E
Objectives
w
1. Attract visitors to Pismo Beach by utilizing Pismo Beach brands of Classic California, Wine & Waves, Experience Pismo Beach, and Outdoor Adventure. Utilize Research and Development to support these current brands and ensure that these continue to be important and significant as our target markets evolve and change.
2. Continue to target mid -week travelers and empty nesters to increase revenue during the off season.
3. Continue to seek out co-op opportunities for additional research and development with Visit SLO CAL and Visit California to perform research and studies on target markets, visitor analysis, and other visitor surveys to help guide all marketing programs.
Strategies
1. Develop more video content to support our branding and marketing.
2. Develop more native content to support our brands.
3. Sponsor events and activities that align with and further develop our brands.
Measurements
1. Continue to report impressions and referrals to the Lodging page after each advertising campaign on ExperiencePismoBeach.com.
2. Monitor TOT, RevPAR, and occupancy, as well as followers on Instagram and fans on Facebook.
3. Measure success of advertised events by attendance and ticket sales.
4. Continue to measure newsletters open rate and subscriber growth.
5. Continue to report website stats and growth for ExperiencePismoBeach.com. 18 City of Pismo Beach/LBID
PAGE 9 OF 18
R-2022-040
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Visitor and Resident Satisfaction
Objectives
1. Provide a unique and memorable experience to visitors that will create destination loyalty and inspire them to return again.
2. Increase brand awareness and social engagements, such as likes, comments, shares, and pins, throughout social media platforms.
3. Develop and execute new resident awareness campaign showing the value of tourism and its delivery of needed revenue to . . pay for city services that the residents enjoy.
4. Create a PSA campaign with Sam and Pam the clams to educate and inform visitors howl be a better guest while in Pismo Beach.
5. Create a new campaign to promote exclusive offers of discounts in lodging, dining, and oWr retail businesses in Pismo Beach for residents to enjoy.
6. Continue to work with Visit SLO CAL and SLO Wine Collective on co-op programs for advertising, research, and event participation.
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City of Pismo Beach/LBID 19
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Advertising and Marketing Objectives
Short and Long Term
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Smart Tourism Growth
• Create a PSA campaign with Sam and Pam the Clams to educate and inform visitors how to be a better guest while in Pismo Beach. • Create and increase multiple overnight stays in all lodging properties in Pismo Beach, with major emphasis on mid -week travel in the shoulder seasons of fall, winter, and spring. • Increase website traffic and referrals to the lodging pages. • Collect more data and research about the City's market position. • Develop a sub -branding for the outdoor enthusiasts with new marketing targeted to this group in California. • Increase group, business, and corporate retreat business. • Motivate visitors to stay longer with a variety of multi -day events and activities. • Develop more geo-targeted campaigns to beach and wine travelers within our markets. • Advertising designed to get more revenue (RevPAR) with fewer visitors overall, quality versus quantity, to build resident buy -in. • Develop a Designation Management Study to help guide the City in ways to manage the guests, while making sure to provide the residents of Pismo Beach with a comfortable quality of life that balances the need for tourism with a positive lifestyle in Pismo Beach.
Collaborative Partnerships
• Create marketing and communication tools for the various lodging properties to co -promote events and activities. • Create a new marketing portal to house current marketing and media plans, press releases, photography, videos, campaigns, and results.
This portal will be password protected and will grant access to all lodging properties in Pismo Beach, as well as the City Council, City Staff, CVB Board, and PBHA members.
• Develop and maintain strategic alliances primarily with Visit SLO CAL,Visit California, and the Central Coast Tourism Council. • Continue the partnership with San Luis Obispo County wine region to further the branding of Wine & Waves. • Produce cooperative marketing opportunities with related entities. • Provide fulfillment collateral for advertising responses and press inquiries. 20 City of Pismo Beach/LBID
PACE 11 OF 18
R-2022-040
Pismo Beach Stewardship and Educational Outreach
We are developing, promoting, and enhancing our Stewardship Tourism by creating the Pismo Beach Stewardship & Educational Outreach Program. To develop this program, we have added to our team Eileen Morris, our Director of Stewardship & Educational Outreach. Eileen enjoyed over 23 years of educating children in the Los Angeles Unified School District and implementing her school's STEAM program. She has extensive business training, and holds a Master's Degree in Educational Administration. Her absolute love, curiosity, and respect for the Central Coast and its history guides her creative ideas to educate, inspire, and excite community members, visitors, educators, and students about this area.
This program creates opportunities to practice Stewardship in Pismo Beach, and it involves both 'them on how their personal impact and involvement can sustain and improve our area for generations to come. This program will be available to all and can be accessed in person or virtually through the Pismo Beach CVB's website and social media channels (e.g., Podcasts, Tik Toks, Pinterest, lnstagram, downloadable activities, etc.), which will communicate information generated by this program on regularly planned activities, events, volunteer opportunities, and news.
Stewardship & Educational Opportunities will include:
Goldie Dog Blog: Create "Pismo Pooch Ambassador" program and incorporate it into our Educational Outreach, addressing how to be sensitive to the environment while enjoying outings with your canine companions.
Pismo Preserve: Working with the SLO Land Conservancy,
participants will learn about Pismo Beach's rich California history, including the native people, plants, and animals, a California State Standard.
22 City of Pismo Beach/LBID
Monarch Butterfly Grove: In conjunction with the Monarch Butterfly program by the California State Parks, we will continue to promote environmental awareness, ecology, and life science education.
Pismo State Beach Cleanup: Organize and publicize quarterly beach cleanup days to teach environmental awareness to spread the "leave it better than you found it" philosophy. Incentives can include fulfilling student volunteer requirement hours; scouting badges; and environmentally conscientious "Pismo Beach" swag bags. Meet ups begin at CVB Visitor Center Airstream on Pismo Beach Pier.
PAGE 12 OF 18
R-2022-040
Pismo Beach Dunes: Tell the history and importance of this beautiful sensitive ecosystem and the importance of preserving it for generations to come.
Educational activities and information: Provide quarterly outreach and engaging lessons to local school districts, as well as drive market school districts, educators, and parents. Develop engaging downloadable stewardship projects and educational materials.
Earth Day (April 22): Promote Earth Day through Social Media driving interested readers to the Stewardship & Educational Outreach Blog posts. Invite visitors to celebrate Earth Day in Pismo Beach.
Pismo Clam Watch: Leading up to and surrounding the Pismo Beach Clam Festival, focus on the Pismo Clam research and repopulation efforts with Cal Poly Center for Coastal Marine Sciences and children's activities at the upcoming festival.
Tree Planting (Arbor Day is the last Friday in April): Co-op with SLO Land Conservancy for activities including pulling invasive weeds or planting native shrubs and trees at Pismo Preserve.
Migrating Bird Appreciation Season (Spring/Fall): Teach about the variety of migratory birds living on our coast and the surrounding area and how important it is to conserve, protect, and respect their nesting grounds from dogs and humans.
Chumash and Tongva Education and Appreciation: During National Native American Heritage Month (November), provide resources to both residents and visitors about the rich ancestry and traditions of the first inhabitants of the Pismo Beach area.
Whale Watching Season (December -May): Teach about the variety of whales migrating off our coast and the surrounding area and how important it is to conserve, protect, and respect their passage.
City of Pismo Beach/LBID 23
PACE 13 OF 18
R-2022-040
1 Marketing and Media Plan 2022 to 2023
The new marketing and media plan for 2022-2023 incorporates past successful media partners, such as SFGATE, Los Angeles Times, Bay Area News Group, and Trip Advisor, with emphasis on targeted digital campaigns, behavioral targeting and retargeting, native content, social media, and video placement. Also, we explore new media for next year with Sojern, Vox, and Undertone, with the possibility of co-op with Visit SLO CAL or our own dedicated effort. We will expand our efforts with 2022-2023 Budget Pismo Beach CVB
Branding Graphic Design
Public Relations
Event Marketing and Promotion
Los Angeles Magazine Food and Wine Show
Social Media
Website Design Maintenance
Grand total
$15,000
$18,000
$18,000
$18,000
$23,000
$20,000
$112,000
Future of Digital Marketing
We will continue to produce and implement short -form vertical video production and posting. Videos are being favored in the algorithms across all platforms, and the content can be used on Facebook, Instagram, YouTube, TikTok, Reels, etc.
Glocally for influencer campaigns to build social media engagements and new creative content both for video and stills. The target audienc- es and demographics are covered in the RFP, as well target markets, which consist primarily of Northern and Southern California, with new effort in Sacramento. Co-op advertising h Visit SLO CAL to cover the fly markets help to expand our reach to these new markets as well. 2022-2023 Budget Pismo Beach LBID
Advertising and Media
YouTube, Facebook, Instagram Advertising
Branding Graphic Design
Public Relations
Contingency Advertising
Cooperative Media
Event Marketing and Promotion
Social Media
Influencer/Content Development
Website Design Maintenance
Video Production for Social Media & Website
Grand total
PAGE 14 OF 18
R-2022-040
$482,258
$60,000
$25,000
$70,000
$35,000
$32,000
$58,000
$80,000
$20,000
$84,000
$50,000
$996,258
Additional Budget LBID Reserves Media and Market
Suggested Allocation 2022-2023
Advertising and Media
On March 16, 2022, at the most recent CVB Advisory Board meeting, a request was made for TJA to suggest new budget and media allocations using some of the successful buildup in the LBID reserves for marketing. Listed below are the recommendations TJA is suggesting after reviewing the comments made both at the recent CVB meeting and at the PBHA meeting. These recommendations are also based on the findings from the most recent research studies conducted by SMARI Research. The studies involved the best new markets to pursue, as well as the markets to consider which encourage overnight stays and reduce Day-trippers.
1. Increase spending in the drive markets of Northern California and Southern California. Continue to develop new digital and native advertising campaigns with proven top media outlets utilizing targeted email, social media, and retargeting. Some of those media partners are Los Angeles Times, Tripadvisor SFGATE, Bay Area News Group, Ventura Star, Google, Facebook, and Instagram targeted ads. Continue to work with advanced machine learning platforms, such as AdTheorent, in addition to co-op programs from Visit SLO CAL and Visit California included in these markets.
Budget $150,000 ($75,000 in Northern California and $75,000 in Southern California)
2. Target new markets that offer the highest likelihood of visiting Pismo Beach in the near future and booking overnight stays, with emphasis on mid -week and off-season travel. These markets are Sacramento, Portland, and Seattle. The same media strategy will be carried out for these markets, with the addition of regional print and digital publications. The possibility of in -market opportunities will be explored regarding events and travel shows, as well.
Budget $150,000 ($50,000 in each of the three markets)
26 City of Pismo Beach/LBID
3. Explore the possibility of adding new events to encourage longer term stays, such as for the recent 2021 Pismo Beach ISA World Para Surfing Championships event. Possibilities for new events could include NCAA Volleyball Tournaments, which are presently held in Alabama. Other ideas are a National Sandcastle Building Contest, bringing in participants from across the country to compete for a $10,000 prize. Some areas currently doing something similar are San Diego, Galveston, and Treasure Island, Florida. Another example is expanding upon the existing Pismo Beach Jazz Jubilee by the Sea into a festival with higher caliber artists and local wine and food.
Budget $50,000 (to be utilized for research and to promote a future event)
TOTAL ADDITIONAL SPENDING $350,000
Portland
WASHINGTON
OREGON
Sacramento
San Francisco
PISMO BEACH
NEVADA
Southern California
PAGE 15 OF 18
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Agency Compensation and Budget
It has always been our goal to ensure most of our clients' budgets are spent on media and advertising, rather than on compensation for agency time, such as phone calls, meetings, and in general every time we interact with you. Our agency always makes an effort to offer all outside purchases, such as printings and mailings, with the standard agency markup of only 15%. Each time the City of Pismo Beach receives a statement from our agency, all vendor invoices will be included for your review.
In our approach to the City of Pismo and LBID advertising account, our goal will be to spend the vast majority of the allocated dollars on public relations, media, events, and promotions for the marketing of the City and its many assets. TJA will take the standard 15% agency commission on all media. If the media is not commissionable, the agency will mark it up by only 15%.
This framework provides the agency the freedom to recommend all media, whether it offers a commission or not. Those areas that are non - media or not compensated by the 15% arrangement, such as public relations, social media, website, and art and design, will be billed on an hourly basis of $95.00 per hour.
TJA, in appreciation for our long tenure with Pismo Beach, will hold our present rate, which has stayed at $95.00 per hour for the last five years.
TJA is very flexible and will work with the CVB Board and Director to find the most cost-effective form of payment preferable. If a retainer for some services is requested by the City, TJA will work to establish that form of compensation in the future.
Finally, accountability is about fiscal responsibility. We promise cost efficiency. Our pledge to all our clients is to minimize agency fees in order to maximize media dollars. Therefore, Pismo Beach tourism can benefit from more of the budget going to media and less going to agency overhead.
TJA will provide the City of Pismo Beach with stronger creative, more media know-how, enhanced advertising clout, and more strategic alliances, which will culminate in a greater impact per ad dollar spent.
Agency hourly fee rates
Media Planning & Placement includes Research, Coordination, Media Verification (covered by 15% Media Commissions)
Accounting and Billing (covered by 15% Media Commissions) $95 per hour Account Service
$95 per hour Art Direction
$95 per hour Broadcast Production
$95 per hour Website Coordination
$95 per hour Social Media Marketing Planning
$95 per hour Public Relations Coordination
`Extensive campaigns for public relations, digital and social media will be quoted and approved in advance. Hourly charges are not to exceed approved budget amounts for each category without Executive Director approval.
Aor
City of Pismo Beach/LBID
27 PAGE 16 OF 18
0 9
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CVB Budget FY 2023-2025
Product
2023 2024
2025 Total
Graphic Production
Public Relations
*Event Promotion
Stewardship and Education
Social Media
*Stay Vacation Campaign
Website Design Maintenance
General Fund
Hourly Rate
Media
15% Commissions
Total General Fund
$10,000
$18,000
$70,000
$40,000
$20,000
$50,000
$15,000
$223,000
15% $18,000
FY 2023
$ 103,000
102,000
18,000
$ 223,000
$10,000
$18,000
$70,000
$40,000
$20,000
$50,000
$15,000
$223,000
$10,000
$18,000
$70,000
$40,000
$20,000
$50,000
$15,000
$223,000 $669,000
$18,000 $18,000
FY 2024
$ 103,000
102,000
18,000
$ 223,000
FY 2025 3-Year Total
$ 103,000 $ 309,000
102,000 306,000
18,000 54,000
$ 223,000 $ 669,000
PAGE 17 OF 18
R-2022-040
1 , i
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LBID Budget FY 2023-2025
Product
2023 2,024.00
2,025.00 Total
*Advertising and Media, Digital, Print, Broadcast, Streaming *YouTube, Facebook, Instagram Advertising
Branding Graphic Design
Public Relations
*Contingency Advertising
*Cooperative Media
*New Market Development Sacramento, San Diego and Portland Event Marketing and Development
Social Media
Influencer/Content Development
Website Design and Maintenance
Video Production for Social Media, Events, Website
LBID Fund
Hourly Rate
Media
15% Commissions
Total LBID Fund
$473,000
$70,000
$35,000
$70,000
$40,000
$40,000
$130,000
$100,000
$80,000
$50,000
$84,000
$50,000
$1,222,000
15% $112,950.00
FY 2023
$ 469,000
640,050
112,950
$ 1,222,000
496,650.00
73,500.00
36,750.00
73,500.00
42,000.00
42,000.00
136,500.00
105,000.00
84,000.00
52,500.00
88,200.00
52,500.00
1,283,100.00
118,598.00
FY 2024
$ 492,450 $
672,052
118,598
$ 1,283,100 $
521,482.00
77,175.00
38,588.00
77,175.00
44,100.00
44,100.00
143,325.00
110,250.00
88,200.00
55,125.00
92,610.00
55,125.00
1,347, 255.00
124,528.00
FY 2025
co
$3,852,355u.
0 co
W
0 a_
3-Year Total
517,073 $ 1,478,523
705,654 2,017,756
124,528 356,076
1,347,255 $ 3,852,355
R-2022-040