Visit SLO CAL Tourism Marketing District Renewal

Background

On January 14, 2020, the San Luis Obispo County Board of Supervisors unanimously approved Visit SLO CAL’s proposal to renew the Tourism Marketing District (TMD). The original five-year term of the TMD was set to expire on June 30, 2020. This approval increases the current 1.0% assessment to a 1.5% assessment on short-term lodging stays throughout San Luis Obispo County and extends the district through June 30, 2030.

This approval continues and strengthens the established and unified district with the goal of increasing awareness of SLO CAL® and its offerings, as well as driving visitor demand. The assessment dollars collected under the TMD are used to market San Luis Obispo County throughout regional, national and international feeder markets. Assessed lodging partners, including hotels and motels, vacation rentals, bed & breakfasts and RV parks, receive Visit SLO CAL marketing benefits. The Management District Plan outlines the structure for the district.

Key Priorities

Through preparing for the renewal of the district, Visit SLO CAL explored what the future competitive landscape of tourism will look like and how to best compete for visitors, discussing those findings with lodging investors and government officials. Through those conversations, the industry identified five key areas of priority requiring long‑term, strategic investment to keep SLO CAL competitive.

Industry‑identified priorities include:

1. Increased advertising in Visit SLO CAL’s key domestic feeder markets 

2. Elevation of key sales initiatives and support 

3. Growth of international markets 

4. Continued support and expansion of air service development 

5. Execute Experience SLO CAL 2050 recommendations that are tourism-related and/or owned by Visit SLO CAL

For more details, see Allocation of Additional Funding.

Results and Resources

Visit SLO CAL has created resources to showcase the key metrics of the Tourism Marketing District (TMD) to-date and to explain how additional TMD funding will be allocated. Click the images below to download and review these reports and supporting documents. The Management District Plan, which outlines the proposed structure of the new district, is also linked below.

TMD Renewal Timeline

The TMD Renewal process required a series of hearings in each community and at the County to consider and approve the formation of the District. The timeline below reflects actions that were made.

• Petition Launch - Week of July 29

• Arroyo Grande TBID Meeting - August 26, 2019 - TBID voted unanimously to recommend approval to the Council

• Travel Paso Meeting (1 of 2) - August 27, 2019 - Presentation with no position taken by Travel Paso

• Paso Robles City Council Hearing (1 of 2) - September 5, 2019 - Presentation with no position taken by Council

• Grover Beach City Council Hearing - September 16, 2019 - Council voted unanimously to adopt Resolution

• Travel Paso Meeting (2 of 2) - September 17, 2019 - Travel Paso voted 4:3 to recommend approval to the Council

• Atascadero TBID Meeting - September 18, 2019 - TBID voted unanimously to recommend approval to the Council

• Pismo Beach CVB Meeting - September 18, 2019 - CVB voted unanimously to recommend approval to the Council

• Morro Bay TBID Meeting - September 19, 2019 - TBID voted unanimously to recommend approval to the Council

• San Luis Obispo TBID Meeting - September 19, 2019 - TBID voted 5:2 to recommend approval to the Council

• Arroyo Grande City Council Hearing - September 24, 2019 - Council voted unanimously to adopt Resolution

• Unincorporated CBID Meeting - September 25, 2019 - CBID voted 3:1 to recommend approval to the Board of Supervisors

• Paso Robles City Council Hearing (2 of 2) - October 1, 2019 - Council voted unanimously to adopt Resolution

• San Luis Obispo City Council Hearing - October 1, 2019 - Council voted unanimously to adopt Resolution

• Atascadero City Council Hearing - October 8, 2019 - Council voted unanimously to adopt Resolution

• Morro Bay City Council Hearing - October 8, 2019 - Council voted unanimously to adopt Resolution

• Pismo Beach City Council Hearing - October 15, 2019 - Council voted unanimously to adopt Resolution

• County of San Luis Obispo Board of Supervisors Hearing #1 - November 19, 2019 - Resolution of Intent unanimously approved under Consent Agenda. 

• County of San Luis Obispo Board of Supervisors Hearing #2 - December 10, 2019  - Board of Supervisors formally opened the public hearing process.

• County of San Luis Obispo Board of Supervisors Final Hearing - January 14, 2020 - Board of Supervisors formally closed the public hearing process and unanimously approved the renewal of the District, under the recommended terms.

Together We Can...

Cultivate Awareness

Establish New Markets

Foster International Visitation

Drive More Demand

Advocate for our Future

...Secure SLO CAL's Success

*Source: STR, Inc.