The hearing body tasked with considering an appeal can affirm, affirm in part, or reverse the decision being appealed. Macoma nasuta) from Morro Bay, as well as the harvesting of acorns and vegetables from the surrounding areas. American Community Survey, 2011 American Community Survey 5-Year Estimates, Table B19301. Retain appropriate public relations consultant that has both traditional and online/social media expertise.2. Brand DevelopmentGiven the creation of Rural San Luis and in order toestablish the destination it is critical for the CBID tosuccessfully brand and differentiate the destination. The city of San Luis Obispo had exactly the same number of violent incidents in 2019 as in the previous year, or 192 offenses, including 44 rapes the most of any jurisdiction 34 robberies . For statistical purposes, defined by the United States Census Bureau as a. U.S. Census Bureau. 26.0% of all households were made up of individuals, and 10.3% had someone living alone who was 65 years of age or older. Given the natural assets of the area combined with its existing scale of business and availability of nature based recreation and activity, the unincorporated area of San Luis Obispo County has an excellent opportunity to take advantage of this trend and position itself as the key sustainable element within the county. In 1998 an election was held to form the Los Osos Community Services District (LOCSD) by residents as a response to the high cost of the original sewer proposal. 1,595 households (26.8%) were made up of individuals, and 717 (12.0%) had someone living alone who was 65 years of age or older. The reference to Rural San Luis is a placeholder and when the final brand is approved, this place holder will be replaced.Project ObjectiveTo assist the newly formed unincorporated San Luis Obispo County CBID in developing a tourism marketing plan toprovide a positive return on investment for the invested CBID funds.MethodologyIn considering the development of a strategic marketing plan Strategic Marketing Group (SMG) implemented a threephased process vital to the successful creation of said plan. About the County - County of San Luis Obispo Multimedia Develop multi media short videos to be included in select online media buys, on the website, as well as in social media profiles on Facebook and YouTube (along with any future social media sites of note). Los Osos serves as the entrance to Montaa de Oro State Park. It is this brand that can serve as an areawithin the county much in the same way that Pismo Beach, the City of San Luis Obispo as well as others arefeatured. In April 2008, the California Secretary of State reported that there were 147,326 registered voters in San Luis Obispo County. Visitor information assumes the development of some basic fullfillment piece and distribution of the piece. DifferentiationPart of successfully building the Rural San Luis brand is to clearly differentiate the destination from the competitionand make it relevant in the mind of consumers. What does it mean to be unincorporated? Cholame, California - Wikipedia Short-term rental operators in San Luis Obispo County must obtain a valid County Business License. There were 6,488 housing units at an average density of 507.5 per square mile (195.9/km2), of which 4,034 (67.7%) were owner-occupied, and 1,924 (32.3%) were occupied by renters. The area also offers the potential for experiential activities like caring for the environment.History and Cultural Events Education Rural San Luis historical and cultural events provide travelers with an educational component that complements the recreational experience and gives context for the preservation of historical sites.Wine Industry Activity Engagement/Destination Experience San Luis Obispo County has become one of the major wine areas within the state of California and Rural San Luis can take advantage of this demand while offering visitors cooler coastal temperatures.It is critical that the authenticity of the area serves as a key point of differentiation to help to build the Rural San Luisbrand. The $500,000 allocated for local programs and grants has no allocation for administration of those funds. Two thirds (65%) of the 98.3 million travelers who are online (63.8 million)used the Internet to make travel plans. Just south of the Five Cities, San Luis Obispo County borders northern Santa Barbara County. Activity Participation Specific activities segments that locals are engaged in including the following (see Chart 10 for detailed listing of activities by area): o Outdoor recreation o Hiking o Road biking o Mountain biking o Motorcycle touring o Fishing o Kayaking o Boating o Wine Small town rural experience & Coastal Communities; Dining, shopping, art galleries, special events Major Attraction: California Coastline, Hearst CastleSee Appendix section for additional demographic data/information.Plan Insight One of the key elements for success is to focus on the niche activities available in Rural San Luis and invite the local community who participates in those activities to be a part of the Rural San Luis marketing efforts. The coastal location providessome spectacular scenery and serves as a base for a variety of recreational activities. Develop a specific banner ad for Rural San Luis and give to each business to put on their website along with a (tracking) link to the Rural San Luis website in order to leverage efforts and to create a strong brand association for the entire county.3. Figure 3 2006 Total California Travel Visitor Volume (Millions) Source: California Travel & Tourism CommissionWith regard to business and leisure travel within the state, approximately 75% of individual person trips are for leisurepurposes and 25% for business.II. Subscribe to Smith Travel Research with lodging information from San Luis Obispo County and competitive areas identified previously in this report for monthly/seasonal comparisons.Long-term Tactics: (2012 and beyond)1. Research & Measurement is for basic level research and measurement programs 9. In an effort to maximize those funds the CBIDadvisory board sought to develop a strategic marketing plan to help guide efforts in a comprehensive and systematicway.NOTE: This plan is designed to be fluid and will be updates as needed. The development of way finding programs can be accomplished in both a region wideeffort as well as within specific locations within the unincorporated areas of the county. San Luis Obispo County ( / sn lus obspo / ( listen) ), officially the County of San Luis Obispo, is a county on the Central Coast of California. Use tracking codes and website measurement software to measure website performance and ROI by measuring metrics including monthly user sessions, click-through rates (links) to specific pages and partner websites, visitor behavior on partner sites after they leave Rural San Luis, in order to continually improve the sites value, usefulness and efficiency for target market segments.4. Table 9 San Luis Obispo County Lodging Trends 2009 % Change 2008 % Change 2007 % ChangeOccupancy 61.20% -2.10% 62.50% -4.40% 65.40% 2.30%ADR $110.63 -3.00% $114.07 -1.00% $115.23 5.20%Rev Par $67.71 -5.10% $71.34 -5.40% $75.39 7.70% Source: Smith TravelAs can be seen above the lodging trends within the county are a reflection of the overall challenging economicenvironment that was referenced previously in this report.B. Additionally distribute visitor guide/brochure in key Southern and Central California corporate location and . In addition to visibility, consumers seek an assurance of quality with the brandsthey are loyal to. According to the state of California, $97.6 billion was generated by direct travel spending in 2008, a .93% increase over the preceding year. AnnualHouseholds (Millions) 34 2012 % ChangeTotal Personal Income (Billions 1997$) 12 40.8Per Capita Personal Income (1997$) $1,192 13.7 13%Avg. Here are the basic details: Plans call for 1,318 homes to be built over several years. One of the first steps is to build a photo library of high quality photos that include the following: Key geographic area Hearst Castle Specific activities Wine Country Special events Lodging Lifestyle photos that capture and communicate the feel for the area Rural San Luis should consider using freely available Creative Commons images that can be found on photo sites such as Flickr, along with inviting fans and friends to submit their photos of the destination, including activities, events and themselves.2. This trendhas broad implications for the tourism industry. [25] While the district had enough money to cover day-to-day needs, it did not have enough money to cover its legal fees and consultant fees. Don't hesitate to try it out as it's easy to switch back to the Second, it can develop online surveys to determine how people got to the website. Home - San Luis Obispo County Cannabis Industry Alliance 52, San Luis Obispo County CBID Marketing PlanI. Incremental Revenue is defined as the difference in revenue from one year to the next. 51, San Luis Obispo County CBID Marketing PlanH. For every 100 females there were 105.6 males. Develop annual marketing report that includes all marketing activity performance data to use as a baseline for measuring against future years results.3. Highlighting Paso Robles (El Paso de Robles) in red. Ensure that tracking is developed such that visitors to the Rural San Luis website are tagged in order to track their behavior as they leave to visit member lodging and attraction sites.9. The Los Osos School District and school was founded in 1872. [6] For statistical purposes, the United States Census Bureau has defined Nipomo as a census-designated place (CDP). [35] Prior to 2008, the last Democrat to win a majority in the county was Lyndon Johnson in 1964, although Bill Clinton won a plurality in 1992. HH Income (2001$) $33,326 $1,746 14% $100,923 4.3% $42,700 2.8% $126,000 2.5%Source: Center for Continuing Study of the California PopulationDuring the 2003-2012 time period, the California population is projected to increase from 34 million to 40 million, a 13%increase. Please note that this list only includes incorporated cities and not all . . 30, San Luis Obispo County CBID Marketing PlanSection VI: CBID Marketing StrategiesA. This page was last edited on 13 June 2023, at 13:39. Fire Hazard Severity Zones Map - California Home Departments Planning & Building How to Apply for a Permit in Unincorporated SLO County Land Use & Zoning Land Use Permits Apply for a Land Use Permit Wireless Communication Facility Wireless Facility - Attachments Necessary for an Online Submittal Wireless Facility - Attachments Necessary for an Online Submittal For every 100 females age 18 and over, there were 105.2 males. Leverage print advertising exposure with online advertising such as banner ads that reach niche market segments including motorcycle riders, hikers, fishermen, campers, wine enthusiast etc.3. How the Rural San Luis Strategy Works 1. Once the target segment is attracted, they either show interest (go to the website) or not. A Adelaida, California Asuncion, California B Baywood-Los Osos, California Bee Rock, California Bern, California C California Valley, California Cambria Pines, California Cholame, California H Halcyon, California Harmony, California The Portol expedition was the beginning of a push by Spain to explore the northwestern frontier of Las Californias, and to establish both military outposts and missions. American Community Survey, 2011 American Community Survey 5-Year Estimates, Table B03003. Winters are mild, with January averaging at 55F (13C) with around 8 days of measurable precipitation. AdvertisingShort-term Tactics: (2010/11)1. San Luis Obispo County Land Use Code. This should continue to be interwoven and communicated throughout all aspects of the tourism marketingefforts over the long-term. Visitor Information 51H. The unincorporated area of San Luis Obispo County also has significant highway access from all market areas as well as airport access via the San Luis Obispo County Airport The unincorporated area of San Luis Obispo County also has significant and ongoing marketing funds with which to promote the area.Weaknesses Intra region competition - As can happen within a complex region there can be intra area competition. As can be seen in Table 5 below, theHispanic segment is projected to be the single largest ethnic segment in California by 2012. That compares the new brand to competitor brands and seeks to understand awareness levels and positive brand associations.3. Development of a Highway 1 Loop. Based on similar map concepts by Ixnayonthetimmay . Mission San Luis Obispo de Tolosa was founded on September 1, 1772, in the area that is now the city of San Luis Obispo. [2] Located on the Central Coast of California, Los Osos had a population estimated to be 16,533 in 2019. Date: 30 July 2007: Source: My own work, based on public domain information. For example asking area road bikers to contribute content to the website section on road biking. 10, San Luis County CBID Marketing PlanB. Plan Insight It is absolutely critical to maximize the areas strengths and minimize its weaknesses. The racial makeup of San Luis Obispo County was 222,756 (82.6%) White, 5,550 (2.1%) African American, 2,536 (0.9%) Native American, 8,507 (3.2%) Asian (1.0% Filipino, 0.6% Chinese, 0.4% Japanese, 0.3% Indian, 0.3% Korean, 0.2% Vietnamese), 389 (0.1%) Pacific Islander, 19,786 (7.3%) from other races, and 10,113 (3.8%) from two or more races. 9999901. Create advertisements using messages and photos that effectively promote the areas key attractions Include photos and message points about area that have been identified above.5. Data updated continuously. California Polytechnic State University has almost 20,000 students. Marketing efforts (advertising, Internet promotions, trade shows, public relations, special events, etc.) Develop a visitor information plan that takes into account overall needs and uses available technology to further differentiate the area and reinforce the brand.2. Develop a basic public relations program that reaches target market segments in Southern and Central California.3. Wireless Communication Facility - County of San Luis Obispo However, potentialvisitors can find several websites and promotion organizations that represent the various regions of San Luis ObispoCounty. Unincorporated definition, not chartered as a corporation; lacking the powers and immunities of a corporate enterprise: an unincorporated business. Los Osos Valley Road reaches the coast at the south end of Estero Bay and continues south into the state park. Address Verification - County of San Luis Obispo collections process that would include the following data: Total rooms available Total rooms sold Average room rate Total room revenue Total T.O.T. Change will occur in several noteworthy areas including those listed below. CreativeShort-term Tactics: (2010/11)1. [2] Located on the Central Coast of California, Los Osos had a population estimated to be 16,533 in 2019. 3. The town of San Simeon is located at the foot of the ridge where newspaper publisher William Randolph Hearst built Hearst Castle. Learn more. (Previously identified in this plan.)5. Our mission is to increase economic prosperity through big thinking, bold action, and regional collaboration. Located in the Los Osos Valley, Los Osos is largely a bedroom community for San Luis Obispo, which is 10.6 miles (17.1km) east, and to a lesser extent, Morro Bay, which is 2.3 miles (3.7km) to the north. 36, San Luis Obispo County CBID Marketing PlanB. Research & MeasurementOne of the most significant needs for a tourism promotion is one definitive source for all-inclusive, area research datain order to base decisions and strategies. It also helps to build the database for future marketing efforts. Local taxes generated are approximately $4.5 million.It is interesting to note that while the North Coast area is the smallest within San Luis Obispo County, it has been thesecond fastest growing area (in terms of travel spending) within the county. As has been written many times, vacation trips have become significantly shorter in duration. 8. Arroyo Grande UI/Edna Valley- Located two miles east of the Pacific Ocean, Arroyo Grande maintains a distinct village character throughout its vibrant downtown shopping and dining district. San Luis Obispo County imposes a 9% Transient Occupancy Tax (TOT) on reservations of fewer than 30 nights. [31] In 2019, nine agricultural research permits were still active. Additionally, it is important to minimize the areas weaknesses including intra region competition which the unincorporated area can take an active role in, developing more mid week business and building tourism promotion infrastructure. The projected growth in the San Joaquin Valleycoupled with the size and proximity of Southern California and Bay Area markets should be a long-term opportunity tothe unincorporated area of San Luis Obispo County. As of May 26, 2020 all property owners within the sewer project area have connected to the sewer. 5. Whenever buying media always negotiate value added components such as free editorial and website exposure such as free banner ads and online newsletter editorial as part of the print ad buys.4. Organize CBID members to participate in the brand development process.3. It is essential for all logging properties within the unincorporated area of the county to have a website so they might be able to obtain leads from the efforts of the CBID. Unincorporated communities exist "by tradition." These communities typically do not have elected officials at the town level. 5, San Luis County CBID Marketing PlanSection I: California Tourism Trend AnalysisThere can be no doubt that tourism in any location does not operate in a vacuum, but rather is subject to a variety ofmacro trends including economic, travel, social, cultural and demographic trends. Los Osos was combined with the adjoining unincorporated area of Baywood Park to form the census-designated place of Baywood-Los Osos, but they were split into separate CDPs for the 2010 census. Unincorporated Area San Luis Obispo County Tourism Business Improvement District (CBID) Marketing Plan Strategic Marketing Plan for the San Luis . The California Coastal Commission has denied the County a permit to proceed due to "Substantial Issues" that were cited during an appeals hearing. California Economic TrendsAs can be seen in Table 1 below, both the United States and California economic picture has changed significantlyover time. Additionally, through 2008 this travel spending translated into 924,000 jobs. SMG interviewed the following board members: o Mike Hanchett, Best Western The Cavalier o Marjorie Ott, Olallieberry Inn B&B o Shirley Lyon, See Lyon Beach Rentals o Laila Fiege-Kollmann, Shoreline Inn ~ on the beach o Noreen Martin, Martin Resorts o John King, King Ventures o Matt Masia, Blue Dolphin SMG reviewed previously collected data from the Economic Vitality Corporation report o Economic information1 18 of the online CBID members surveyed generated completed responses. This information is then used to continue to keep visitors educated as well as to refine the approach in each subsequent visitor attraction cycle. The county fire department also serves Los Osos, Pismo Beach and Avila Beach. with final criteria for funding to be approved by the board of directors.2. In 2008, Barack Obama won the county with 51.2 percent of the vote. It is also important for the CBID to develop informationtools that can be used by Rural San Luis as well as (SLOCVCB).Short-term Tactics: (2010/11)1. Percentages of party members with respect to registered voters follow. Los Osos is part of the San Luis Coastal Unified School District, and is served by these public schools: There are two roads connecting Los Osos to other communities: South Bay Boulevard, which leads to Morro Bay via Highway 1, and Los Osos Valley Road, which leads to San Luis Obispo. According to the United States Census Bureau, the CDP covers an area of 12.8square miles (33.1km2), 99.84% of it land, and 0.16% of it water. File:San Luis Obispo County California Incorporated and Unincorporated Brand Confusion - Currently there are a number of destinations with San Luis Obispo all promoting different elements of the county as such, there can be brand confusion among all the different regions. 16.3% of the population were Hispanic or Latino of any race. o The most important reasons why visitors decide to visit the area are fourfold, including: The beach Weather Outdoor recreation Area attractions o In terms of target markets the order of preference included: Southern California (Greater Los Angeles Area) Northern California (Greater Bay Area) Central California (Bakersfield/Fresno) o The most important priority for the CBID is to increase occupancy vs. increasing average daily rate o In terms of measurement it was felt that increasing occupancy levels was the realistic measurement for the success of the CBID funds used. CBID can also develop guided tours both audio, brochure and mobile phone application toinform visitors of the local history and culture. Though in occupancy the area expereinced higher occupancy than Montery but trailed Santa Barbara. interface you're used to. Psychographic Segmentation: Young at heart mindset and one that considered themselves passionate about the outdoors and a small community experience An active participant who spends time with outdoor activities and prefers the rural feel and ambiance of San Luis Obispo County Appreciation for and active recreation based outdoor lifestyle4. Develop advertising that is specifically designed to promote the areas special events to bolster awareness and stimulate visits to the county specifically in the target seasons. As such it is important to understandthe environment in which the new CBID is operating. [5] These peoples traditionally rely on the harvesting of fish and shellfish (e.g. o Natural assets -the unincorporated area of San Luis Obispo County possesses key natural assets including the coastal area. The area is located withexcellent proximity to both Southern and Northern California as well as other regions within the county.The rural feel and development level of the area provides a unique respite for those visitors that seek a refuge from amore hectic lifestyle. Table 6 San Luis Obispo County Direct Travel Impacts, 1991-2007p Spen din g Earnin gs Empl oymen t Tax Receip ts ($ Millio n) ($ Million) ($ Million) (J obs ) Lo cal Stat e 896.7 299.3 16,6392001 902.3 308.8 16,253 21.0 34.22002 926.4 322.0 16,342 21.5 35.32003 21.3 36.32004 970.0 333.8 16,218 21.3 38.22005 1,025.3 346.2 16,458 22.3 40.32006 1,084.5 369.1 16,612 24.3 42.02007p 1,121.2 383.3 16,824 25.5 43.1Annual Per centa ge Change06-07p 3.4 3.8 1.3 4.9 2.6 4.001-07p 3.8 4.2 0.2 3.3Source: Dean Runyan Associates, Estimates for 2007 are preliminary. With respect to the California State Assembly, the county is in the 35th Assembly District, represented by Democrat Jasmeet Bains. San Luis Obispo: San Luis Rey (Oceanside)* 8.250%: San Diego: San Marcos* 7.750%: San Diego: San Marino* 9.500%: Los Angeles: San Martin: 9.125%: Santa Clara: San Mateo* 9.625%: San Mateo: San Miguel: 7.250%: San Luis Obispo: San Pablo* 9.500%: Contra Costa: San Pedro (Los Angeles)* 9.500%: Los Angeles: San Quentin: 8.250%: Marin: San Rafael* 9 . Its population is approximately 16,000 and total population at build-out is limited to approximately 26,000.
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