Michelle Shoresman

FY 2026-28 Tourism Marketing & Business Plan

About $1 million in city budget cuts are on the table, with some shared tourism costs possibly shifting to TBID funds.

CACP Grants Program Refinements

Roughly $100,000 in grant funds will be divided among community promotion applicants.

Buy Local Bonus Program

The city spent just under $100,000 on gift cards and got roughly $750,000 in local spending back in return.

Greek Festival Funding at Risk

Grant funds would be returned to the program budget if the event moves to the next fiscal year.

AI's Impact on Destination Marketing Metrics

Changing search behavior could affect the effectiveness of tourism marketing dollars paid for by hotel assessments.

Highway 1 reopening tourism marketing

$6,500 from existing TBID budget lines, effectively matched by partners.

Soft hotel bookings and rising room inventory

Likely fewer hotel room nights during summer orientations compared with prior years.

Visit SLO Branded Promotional Items

Up to $85,000 drawn from a one-time fund balance of about $1.2 million.

Opportunity Zone 2.0 census tract nominations

No direct city cost; a voluntary investment tool only.

Del Mar Wine & Food Festival Culinary Inclusion

Up to $3,000 from a $15,000 tradeshow budget line.

SLO Restaurant Month performance

A 4% year-over-year lift in restaurant sales tax during last year's program month.

Sustainable Ag Expo Sponsorship

$10,000 from the General Events Promotion line item of the TBID budget.

TBID Board Vacancy and Recruitment

Co-op Marketing Spending with Visit SLO Cal

About $60,000 drawn from FY 2026 and FY 2027 TBID marketing, research, and events line items.

Community Action Partnership programs overview

CAPSLO writes roughly $1 million a month in childcare subsidy checks to providers, mostly state-funded.

Cannabis Consumption Lounges Study Request

Could generate additional city revenue and tourism spending if adopted.

Route detours ending and free trolley rides

Sponsorship money covers free trolley fares for as long as possible.

Main Street conference economic impact

Roughly $162,000 injected into the local economy, by the organizers' estimate.

Cultural arts district parking garage opening

A portion of the ~$20,000 remaining placemaking budget will likely go toward this promotion.

Spending down the TBID fund balance on marketing

Up to $400,000 from the district's $1.4 million fund balance could go into added paid media, on top of the regular annual budget.