HomeMy WebLinkAboutTBID_2021-02-17_AgendaPacket ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA
* COVID-19 NOTICE *
Consistent with Executive Orders N-25-20 and No. N-29-20 from the
Executive Department of the State of California and the San Luis Obispo
County Health Official’s March 18, 2020 Shelter at Home Order, the
Atascadero Tourism Business Improvement District Meeting will not be
physically open to the public and Advisory Board Members will be
teleconferencing into the meeting.
HOW TO OBSERVE THE MEETING:
To maximize public safety while still maintaining transparency and public access,
the meeting will be available by visiting https://zoom.us/j/99761657551.
HOW TO SUBMIT PUBLIC COMMENT:
Members of the public are highly encouraged to join the video conference to listen
and provide public comment.
AMERICAN DISABILITY ACT ACCOMMODATIONS:
Any member of the public who needs accommodations should contact the City
Clerk’s Office at cityclerk@atascadero.org or by calling 805-470-3400 at least 48
hours prior to the meeting or time when services are needed. The City will use their
best efforts to provide reasonable accommodations to afford as much accessibility
as possible while also maintaining public safety in accordance with the City procedure
for resolving reasonable accommodation requests.
Atascadero Tourism Business Improvement District Board Meeting agendas and
minutes may be viewed on the City's website: www.atascadero.org.
Copies of the staff reports or other documentation relating to each item of business referred to on
the Agenda are on file in the office of the City Clerk and are available for public inspection on our
website, www.atascadero.org. Contracts, Resolutions and Ordinances will be allocated a number
once they are approved by the City Council. The Minutes of this meeting will reflect these numbers.
All documents submitted by the public during Council meetings that are either read into the record
or referred to in their statement will be noted in the Minutes and available for review by contacting
the City Clerk's office. All documents will be available for public inspection during City Hall business
hours once City Hall is open to the public following the termination of the Shelter at Home Order.
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, February 17, 2021 at 2:30 P.M.
Video Conference: https://zoom.us/j/99761657551
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Tom O’Malley, Portola Inn
Vice Chairperson Lucian Caprau, Best Western Plus Colony Inn
Board Member Deana Alexander, The Carlton Hotel
Board Member Patricia Harden, SpringHill Suites by Marriott
Board Member Amar Sohi, Holiday Inn Express and Suites
APPROVAL OF AGENDA:
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address
the Board on any matter not on this agenda and over which the Board has jurisdiction.
Speakers are limited to three minutes. Please state your name for the record before making
your presentation. The Board may take action to direct the staff to place a matter of business
on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless
changed by the Board.
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – November 18, 2020
• Recommendation: Approve the Draft Action Minutes of November 18, 2020. [Big
Red Marketing]
B. BUSINESS ITEMS
1. Central Coast Craft Beer Fest Event Sponsorship
• Recommendation: Review and provide direction for the 2021 Central Coast Craft
Beer Fest event sponsorship. [Central Coast Brewers Guild]
• Fiscal Impact [GL 2801]: $5,000.
2. Central Coast Reserve Weekend’s Atascadero Lakeside Wine Festival Event
Sponsorship Presentation
• Recommendation: Review and provide direction for the Central Coast Reserve
Weekend’s Atascadero Lakeside Wine Festival event sponsorship presentation.
[Atascadero Lakeside Wine Festival Committee Member]
• Fiscal Impact [GL 2801]: $5,000.
f
3. Quarterly Marketing Statistics
• Recommendation: Receive and file Quarterly Marketing Statistics. [Verdin]
• Fiscal Impact: None.
4. Quarterly Detailed Budget Report
• Recommendation: Receive and file Quarterly Detailed Budget Report. [Big Red
Marketing]
• Fiscal Impact: None.
C. UPDATES
1. Visit SLO CAL TMD Update – Board Member Sohi
2. Visit SLO CAL Marketing Committee Update –City Manager’s Office
3. Visit SLO CAL PR Task Force - Verdin
4. Destination Management Update – Big Red Marketing
5. City Business Update – City Manager’s Office
D. BOARD MEMBER COMMENTS
E. FUTURE AGENDA ITEMS
1. Mid-State Fair Sponsorship Opportunities
2. Garagiste Sponsorship Opportunities
3. Chairperson and Vice Chairperson Nomination
F. ADJOURNMENT
!
!
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Atascadero Tourism Business Improvement District (ATBID)
WELCOME TO THE ATBID MEETING
The ATBID Advisory Board meets in regular session on the third Wednesday of each month at 2:30 p.m. Board
meetings will be held at the Atascadero City Hall, 6500 Palma Avenue, Atascadero. Matters are considered
by the Advisory Board in the order of the printed Agenda.
Copies of the staff reports or other documentation relating to each item of business referred to on the Agenda
are on file in the office of the City Clerk and are available for public inspection during City Hall business hours
at the Atascadero City Hall, 6500 Palma Avenue, Atascadero, and on our website, www.atascadero.org. All
documents submitted by the public during Advisory Board meetings that are either read into the record or
referred to in their statement will be noted in the minutes and available for review in the City Clerk's office.
In compliance with the Americans with Disabilities Act, if you need special assistance to participate in a
City meeting or other services offered by this City, please contact the City Manager’s Office or the City
Clerk’s Office, both at (805) 470-3400. Notification at least 48 hours prior to the meeting or time when services
are needed will assist the City staff in assuring that reasonable arrangements can be made to provide
accessibility to the meeting or service.
TO SPEAK ON SUBJECTS NOT LISTED ON THE AGENDA
Under the Agenda item, “PUBLIC COMMENT”, the Chairperson will call for anyone from the audience wishing
to speak concerning any item not on the Agenda to approach the lectern and be recognized.
1. Give your name for the record (not required)
2. State the nature of your business.
3. All comments are limited to 3 minutes.
4. All comments should be made to the Chairperson and Advisory Board.
5. No person shall be permitted to make slanderous, profane or negative personal remarks concerning
any other individual, absent or present.
This is the time items not on the Agenda may be brought to the Advisory Board’s attention. A maximum of 30
minutes will be allowed for PUBLIC COMMENT (unless changed by the Advisory Board). If you wish to use a
computer presentation to support your comments, you must notify the City Clerk's office at least 24 hours prior
to the meeting. Digital presentations must be brought to the meeting on a USB drive or CD. You are required
to submit to the City Clerk a printed copy of your presentation for the record. Please check in with the City
Clerk before the meeting begins to announce your presence and turn in your printed copy.
TO SPEAK ON AGENDA ITEMS (from Title 2, Chapter 1 of the Atascadero Municipal Code)
Members of the audience may speak on any item on the agenda. The Chairperson will identify the subject,
staff will give their report, and the Advisory Board will ask questions of staff. The Chairperson will announce
when the public comment period is open and will request anyone interested to address the Advisory Board
regarding the matter being considered to step up to the lectern. If you wish to speak for, against or comment
in any way:
1. You must approach the lectern and be recognized by the Chairperson
2. Give your name (not required)
3. Make your statement
4. All comments should be made to the Chairperson and Advisory Board
5. No person shall be permitted to make slanderous, profane or negative personal remarks concerning
any other individual, absent or present
6. All comments limited to 3 minutes
The Chairperson will announce when the public comment period is closed, and thereafter, no further public
comments will be heard by the Advisory Board.
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, November 18, 2020 at 2:30 P.M.
Video Conference: https://zoom.us/j/99761657551
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Board Member Alexander called the meeting to order at 2:41 p.m.
ROLL CALL:
Present: Board Member Alexander, Board Member Harden, Board Member Sohi
Vacant: None.
Absent: Chairperson O’Malley, Vice Chairperson Caprau
Staff Present: Destination Management Consultant Hanna Meisinger, Destination
Management Consultant Amanda Diefenderfer, Marketing Consultant
Ashlee Akers and Deputy City Manager/Outreach Promotions Terrie
Banish.
APPROVAL OF AGENDA:
MOTION: By Board Member Sohi and seconded by Board Member Harden
to approve the agenda.
Motion passed 3:0 by a voice vote.
PUBLIC COMMENT: Dominique Lau, Brendan Pringle, Josh Cross, and Corina Ketchum.
A.CONSENT CALENDAR
1.ATBID Draft Action Minutes – October 21, 2020
•Recommendation: Approve the Draft Action Minutes of October 21, 2020. [Big
Red Marketing]
MOTION: By Board Member Alexander and seconded by Board Member
Harden to approve the consent calendar.
Motion passed 3:0 by a roll call vote.
A-1ITEM NUMBER:
DATE: 02/17/21
Page 4 of 37
B.BUSINESS ITEMS
1.Citywide Yard Sale Event Sponsorship and Marketing Plan
•Recommendation: Discuss and provide staff direction on the Citywide Yard Sale
Sponsorship after reviewing the Marketing Plan. [Parents for Joy]
•Fiscal Impact [GL 2801]: Up to $3,750.
Marketing Consultant Akers met with Kate to plan, including paid media strategy to help
promote the event. No past data and demographics are available to refer to, however,
demographics will be recorded for future reference. Akers answered questions from the
board.
PUBLIC COMMENT: Josh Cross.
MOTION: By Board Member Alexander and seconded by Board Member
Harden to decline $3,750 sponsorship opportunity and
promotional plan but to offer their in-kind support.
Motion passed 3:0 by a roll call vote.
2.Revised Event Tiers and Application
•Recommendation: Approve revised event tiers and sponsorship application. [Big
Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger presented the revised event tiers and
sponsorship application and answered questions from the Board.
PUBLIC COMMENT: None.
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the revised event tiers and sponsorship
application with additions of milestones to note percent payout.
Motion passed 3:0 by a roll call vote.
3.Cancelled Event Updates
•Recommendation: Discuss and provide staff direction for the cancelled events that
received sponsorship funding. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger reviewed the Central Coast Craft Beer
Festival (Exhibit A) and Central Coast CiderFest (Exhibit B) sponsorship financial reports
and answered questions from the Board.
PUBLIC COMMENT: None.
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the 2020 sponsorship as is without
requesting any financial support to be returned.
Motion passed 3:0 by a roll call vote.
A-1ITEM NUMBER:
DATE: 02/17/21
Page 5 of 37
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to request the sponsorship funds less the $2,658.47 be
returned and saved for the 2021 event.
Motion passed 3:0 by a roll call vote.
4.Big Red Marketing Meeting Roles
•Recommendation: Receive and file Big Red Marketing Meeting Roles. [Big Red
Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger gave an overview of Big Red Marketing
meeting roles and answered questions from the Board.
PUBLIC COMMENT: Josh Cross.
The Big Red Marketing Meeting Roles presentation
was received and filed.
5.Quarterly Marketing Statistics
•Recommendation: Receive and file Quarterly Marketing Statistics. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Akers presented the Quarterly Marketing Statistics and answered
questions from the Board.
PUBLIC COMMENT: None.
The Quarterly Marketing Statistics
was received and filed.
6.Quarterly Detailed Budget Report
•Recommendation: Receive and file Quarterly Detailed Budget Report. [Big Red
Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger reviewed the Quarterly Detailed Budget
Report and answered questions from the Board.
PUBLIC COMMENT: None.
The Quarterly Detailed Budget Report
was received and filed.
C.UPDATES
1.Visit SLO CAL TMD Update – Board Member Sohi – Board Member Sohi presented
an update from the Visit SLO CAL TMD meeting, which included the midweek focus
instead of off-season focus and the Visit California Welcome Center. Sohi answered
questions from the board.
A-1ITEM NUMBER:
DATE: 02/17/21
Page 6 of 37
2.Visit SLO CAL Marketing Committee Update – City Manager’s Office – Deputy City
Manager Banish presented an update from Visit SLO CAL Marketing Committee
meeting, which included updates on the Spartan Race and Restaurant Month.
3.Visit SLO CAL PR Task Force – Verdin – There was no update since there was no
meeting with the Visit SLO CAL PR Task Force.
4.Destination Management Update – Big Red Marketing – Destination Management
Consultant Meisinger reminded that the next Board meeting is in February 2021.
5.City Business Update – City Manager’s Office – Deputy City Manager Banish
presented updates from City businesses including the updated Brews & Burgers
billboard and the Christmas celebration contest.
6.Short Term Rental Update – City Manager’s Office – Deputy City Manager Banish
presented on short term rental updates and provided the Board with short term rental
reports (Exhibit C).
D.BOARD MEMBER COMMENTS
Board Member Alexander and Board Member Sohi.
E. FUTURE AGENDA ITEMS
None.
F.ADJOURNMENT
Board Member Alexander adjourned the meeting at 4:38 p.m.
_______________________________________________
Hanna Meisinger, Destination Management Consultant
APPROVED:
Exhibit A: Central Coast Craft Beer Fest Financial Report
Exhibit B: Central Coast Cider Festival Financial Report
Exhibit C: Short Term Rental Report
A-1ITEM NUMBER:
DATE: 02/17/21
Page 7 of 37
ITEM NUMBER: B-1
DATE: 02/17/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Craft Beer Fest Event Sponsorship
RECOMMENDATION:
Review and provide direction for the 2021 Central Coast Craft Beer Fest event
sponsorship.
DISCUSSION:
At the August 16, 2017, ATBID Board Meeting the Central Coast Brewers Consortium
presented a sponsorship request for the 2018 Central Coast Craft Beer Fest. Following
the presentation, the Board moved to approve a $7,500 sponsorship of the 2018 Central
Coast Craft Beer Fest. The Board also approved a $5,000 sponsorship of the 2019
Central Coast Beer Fest. The Central Coast Brewers Guild applied for a $5,000
sponsorship for the 2020 Central Coast Craft Beer Fest and was approved. Due to
COVID-19, the 2020 Central Coast Craft Beer Fest was postponed twice and inevitably
cancelled; however, the Central Coast Brewers Guild held multiple virtual beer tastings
to bring awareness to the festival.
The 2021 Central Coast Craft Beer Fest was originally scheduled for March 27, 2021.
The event has been rescheduled for July 24, 2021, in hopes that the later date will allow
for the event to exist at full capacity. The attached sponsorship application provides
details on the Central Coast Brewers Guild’s request.
FISCAL IMPACT (GL 2801):
$5,000
ATTACHMENTS:
1.2021 Central Coast Craft Beer Fest Event Support Application Form
Page 8 of 37
CALIFORNIA
Event Support Application Form
Requesting Organization _""""Ce;_..· ._\-\_htr,_�........__-=G._,1"--! t'--. ----'�'---'-(L,_ll't,Vr ___ G_-\N_� _�l_u\ __
Contact: jb,lVt,!f' tJ� Phone N umber C �OS') '-14 f.,, 1-o 1-o
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City, State, Zip: S:,\.,. l.vvt'J O b.s ('' 1 C-k
Name of Event lr.hhuvt Uc,{}--Cv-J-J---Cat �S\.--1 �
Eve�t Descripti�n: c.i1_\,Y?l � \�"1 (gW� v'wAA--\.? !l,(,V� _
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Event Dates/Tim es: �IA . J \J ,..,\ 1 l,'-{ l I L, '-( f""
Is event located in Atascadero? � Yes C N o
Venue N ame: �lo,b ["1"'4-�-�
Venue Location: 'Dawh+<iW.,.. �\-Gt (l,�c,�vQ
Event Website: �� \ifA,1 (./• "'>t:�v V./ ! {a�, \ c! . C& W\
Are you receiving in-kind or financial support from the City of Atascadero?
IZ,l Yes C No
Total Anticipated Attendees: 1. 1 Oc,� +-Portion From O utsid� S..O County: 50 %
Is this the first year the event will take place? C Yes Ji{' N o
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DATE:
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If this event has taken place previously, please provide historical data including
attendance numbers: 1kll. Q.,'hh½<N l
UJ l � : I, '7,,,�o �S·r:c
/fJf t,,ui,r Qvi-,1� 5'(.,,1 &-.Ar-i--z .' �1-vM M,t,1n� ,· C/rv?>' JVt/vt-t;; /
Are tickets sold for your event? If so, please provide the price per ticket and any C�-i ltu-fl. _ht.l..(
p.;,r ,� package opportunities. �""'1..-.. fk,.�'1
I 4 r �J M 1vv ,,,,� I t�-Vil'
bJ e-t?t l fr, htw"-' J,/,o i..ul �if,y fu-r � k4-- {' � t- VI f hJL.Llr
Crowd Control Safety Plan Details:
W1/ll,-1µ11\ .... vw' �,Liwr�h CA)�<AeW1 � e,J,\. futr.h-J f�CrCNAvvt,½ 1 �rt.. 1 �-¼ �) P\�-<Ik(iw.
Will the event require an ABC Permit? � Yes C No
Has a City permit been issued for your event or contracted the venue for your
event date? fl{ Yes □ N o
Describe how the event supports Visit Atascadero's mission and goals:
/)v,v rt pJ -\---o ,�C,¥"t.G{,K, � fAtJ (;J-/l-kJlq,dv-,u./'"
VI'S ,t.,a,-h h ( ClL k<-h�,hv\J\, ..}- � kw tv. w�.o� � rf' cit t1f.-C'tk/4&,"-f �,� Oy;,,. �.f1.r
t)h :f:bt., +-Yl -(J,'½,, b:ht---1· •
5
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DATE:
ATTACHMENT:
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Select eligible event tier for your event (eligibility is based on one or more
qualifying factors and additional considerations}:
□
□
•Attracts ·1,ouu-t-anenaees•At least 35-40% of target market is out-of-town visitors•Marketing campaigns reach at least 1,000 subscribers•Event encourages multi-night stay in Atascadero
•Attracts 750+ attendees•At least 25-30% of target market is out-of-town visitors•Marketing campaigns reach at least 500 subscribers•Event encourages overnight stay in Atascadero
•Attracts 750 or less attendees•Marketing message encourages visiting Atascadero•Marketing campaigns reach at least 500 subscribers•Event encourages overnight stay in Atascadero•Event appears sustainable and offers growth potential in r
Additional details about eligible event tier qualification:
Support Request (desired monetary amount or in-kind marketing support}:
(t§,, OO<J k �lt<h°J ,Ysve.wwr flv�fti"i:" t-
:ligible for 1-kind Support
B-1ITEM NUMBER:
DATE:
ATTACHMENT:
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Page 11 of 37
Detail how awarded funding will be utilized, include any in-kind or additional
support provided by Visit Atascadero (feel free to attach additional sheets as
needed).
Event Item Amount
Ex. Social Media Ads $2,000
�vi� �),h, t1rD
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5H, Jl,\,w / � Ti '4-vf flt?.fb""
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Please include all sources of income that have been secured and those that are
being solicited to support event (feel free to attach additional sheets as needed).
Income Source Amount
· Ex. City of Atascadero $2,500 in-kind venue sponsorship
\.r1/1-Af'1JC�✓-"'°0 QC).'
7
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DATE:
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Page 12 of 37
What opportunities do you plan to offer that specifically promote lodging in
Atascadero? V l ( f "lklu.yvs & t: ,..A...,,;..., 1.,,½r "1 · ;;�
�� J U..�fGA-'\':) \A:I k--, � k-----Hu"',1 "V\,AJ> k-
c, � $'°Li) CclAvh .
Additional Details:
9
B-1ITEM NUMBER:
DATE:
ATTACHMENT:
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Page 13 of 37
Please describe your paid advertising and the outlets you plan to utilize. Include
the amount you plan to spend with each outlet or provide a copy of your
marketing plan.
Media O utlet & Type & Frequency Cost of Advertising
Geographic Location of
advertising
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Please share your intended public relations outreach . .fvuoJ ( �l,'\ r' f f'Uf �t"� u'0 t w, �':9tv, fu l"0vl �7j , ii� �1.Yhi�V � ev�.-wr"C,•�,1
j) ()1,4/t-vb � �Hirt.JI� D, J' .J-v,c.f,:.
How will your organization recognize Visit Atascadero's support (including but
not limited to promotional materials, website, and at the event)? o� Qt�, ���� � w-w t 1 5\q(.�,,V'(, , Q�
8
B-1ITEM NUMBER:
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***Please include a detailed event budget and marketing strategy. Feel free to attach
additional information for consideration with application.
***You must submit copies of additional required documents two weeks prior to event.
The Atascadero TBID Board reserves the right to withdraw funding if the appropriate
documents are not obtained for the event.
You must acknowledge and agree to the rules and regulations on Page 10.
IMPORTANT: Future ATBID event sponsorship funding requests may be affected
should any discrepancies, including, but not limited to, event application, planning,
marketing materials or website, be brought to ATBID's attention.
Cancellation Policy: Should the event not take place as presented and scheduled;
event coordinators are required to reimburse the ATBID for sponsorship support. If the event is cancelled by the Event Coordinator because of sickness, accidents, riots,
strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions
beyond either party's control, the Event Coordinator agrees to provide a financial report
showing the current status of funds used. The ATBID Board will follow the official event cancellation protocol and will determine the fund quantity to either be refunded or rolled
forward to future events based on the financial report.
�pplicant Signature--,-�--------Date _t/_1,.-_r_( ""v_1
In case of questions or the need for clarification, please contact Destination
Management Consultant, Hanna Meisinger at hmeis@bigredmktg.com.
11
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DATE:
ATTACHMENT:
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Page 15 of 37
ITEM NUMBER: B-2
DATE: 02/17/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Reserve Weekend’s
Atascadero Lakeside Wine Festival
Event Sponsorship Presentation
RECOMMENDATION:
Review and provide direction for the Central Coast Reserve Weekend’s Atascadero
Lakeside Wine Festival event sponsorship presentation.
DISCUSSION:
Each year, the Atascadero Chamber of Commerce manages the Central Coast Reserve
Weekend’s events including the main event, the Atascadero Lakeside Wine Festival. The
Wine Festival will be in its 25th year in 2021 and the Chamber will be working to promote
this event as part of the “Central Coast Reserve Experience.” Due to COVID-19, the dollars
that the ATBID approved for the 2020 event of $5,000 were never received by the Wine
Festival, as the event had to be postponed to 2021. At this time, the County is in the Purple
Tier and while the focus is to reduce the case rates per 100,000 people to get to the next
tier, the wine festival committee is planning a virtual event that includes a weekend
“Passport” in an effort to keep this event on track and encourage visitors to explore the
variety of wineries in our area.
In the past, the Wine Festival brings in 70-85 vendors including wine, beer, spirits, food
and artists. The festival is typically held at the Atascadero Lake Park with a set ticket price
for the festival and about 1,500 in attendance.
This year, the Wine Festival Committee is looking to host a virtual festival for 200-250
people. This virtual event will follow the same dates as the regular Central Coast Reserve
weekend, June 25-27th. The Kiwanis Mayor’s Winemaker Dinner will kick off the weekend
virtually on Friday, June 25th, and the virtual Wine Festival will follow on Saturday, June
26th from 3-6 pm. The “Weekend Passport” is a new feature that will be another ticket
program for those who wish to visit participating winery and brewery locations from Friday,
June 25th through June Sunday, June 27th.
The Central Coast Reserve Weekend presentation will provide an overview of the details
of the Atascadero Lakeside Wine Festival and the Weekend Passport.
Page 16 of 37
FISCAL IMPACT (GL 2801):
$5,000.
ATTACHMENTS:
1.Atascadero Lakeside Wine Festival Event Application
ITEM NUMBER:
DATE:
B-2
02/17/21
Page 17 of 37
The Atascadero Tourism Business Improvement District (TBID) was established to promote
Atascadero as an overnight destination. The mission of the Atascadero TBID is to
encourage visitors to discover what makes Atascadero a simply genuine travel destination
resulting in increased revenue for the local community.
We appreciate the efforts of community partners to design events that attract visitors to
Atascadero and would like to offer our support of those events that align themselves with
the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing
efforts are set aside each year to help maximize the effect of these efforts. If you would like
to be considered for support, please complete the following application. The application
must be received at least 6 months in advance of the funding deadline to request
support from the Atascadero TBID. Unfortunately, we are unable to provide assistance
for all events, but please know each request will be considered thoroughly.
Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and
authentic outdoor recreation, culinary adventures, and welcoming hospitality.
In order to qualify for event sponsorship, your organization must meet the following
requirements or provide a three-year plan detailing how you will ultimately meet these
requirements:
1.Support the Visit Atascadero mission
2.Attract visitors from outside San Luis Obispo County
3.Encourage overnight stays of one night or more
4.Obtain the necessary ABC permits, law enforcement approval, city permits, safety
guidelines, and any additional documents needed for the event
5.Provide a detailed event budget and marketing plan
6.Provide post-event metrics which show positive effect on Atascadero tourism
In addition to these requirements, ATBID Board will consider the following factors:
1.Does event support Visit Atascadero objectives?
2.Will event be held during off-season (January – March)?
3.Is event new or existing? If existing, how was previously awarded money spent?
4.What is the three-year growth plan for the event?
5.Is there statistical data on the demographic status of your attendees or targeted
attendees?
6.Can the organization prove complete fiduciary responsibility of all event expenses?
7.Do your event organizers and attendees garner influence and have the ability to
promote Atascadero tourism?
Please submit application and all additional documents by email to Hanna Meisinger
at hmeis@bigredmktg.com in PDF format. You will receive a confirmation that we have
received the application. Typically, we ask that event planners attend a Board Meeting to
present their event to the Board which provides an opportunity to ask questions. Atascadero
TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30
ITEM NUMBER:
DATE:
ATTACHMENT:
B-2
02/17/21
1
Page 18 of 37
p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
Event Sponsorship Requirements Checklist
The following requirements must ALL be met in order to qualify for sponsorship and
receive funding. Please be sure to carefully read and submit all necessary
documentation and information.
Complete application and submit at least 6 months prior to event (Note:
renewed event request from 2020 to 2021)
Include requested sponsorship amount in application
Select eligible event tier and describe how your event meets qualification
Provide event budget with line items detailing how sponsorship funding will be
used
Provide a detailed marketing plan
Include a financial statement from your organization – applicant must be able to
demonstrate financial accountability for event expenses
Describe all sources of event income and additional sponsorships that have been
secured
If requested, attend an ATBID Board Meeting to provide event presentation
If awarded event sponsorship funding, plan to attend two ATBID Board Meetings:
o Provide planning progress update at least two months prior to event
o Provide an event recap detailing attendance, marketing efforts and results,
impact on Atascadero tourism and future plans
ITEM NUMBER:
DATE:
ATTACHMENT:
B-2
02/17/21
1
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Event Support Application Form
Requesting Organization: Atascadero Lakeside Wine Festival Committee
Contact: Barbie Butz* Phone Number: (805) 461-1234
Email: barbiewb@hotmail.com Mailing Address: 6907 El Camino Real
City, State, Zip: Atascadero, CA 93422
(*Note: Terrie Banish presenting on behalf of the Wine Festival Committee)
Name of Event: “Central Coast Reserve Weekend” ~ Atascadero Lakeside Wine
Festival & Central Coast Reserve Weekend Passport
Event Description: Annual Atascadero Lakeside Wine Festival in a typical year brings
in over 75+ vendors from around the county including over 1,500 wine festival
participants. In 2021, we are looking to keep Atascadero’s annual event on the map and
in its 25th year, offering a one-of-a-kind, Virtual Wine Festival experience for approx.
250-300 guests with another 200 Wine Weekend Passports being sold to those who
wish to enjoy participating wineries. Bringing these two opportunities together will keep
Atascadero on the map and keep visitors coming to our a rea.
Event Dates/Times: June 25-June 27, 2021
Is event located in Atascadero? X - Yes
Venue Name: Virtual Wine Festival filmed at the Atascadero Lake Park, Pavilion on the
Lake & Charles Paddock Zoo
ITEM NUMBER:
DATE:
ATTACHMENT:
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02/17/21
1
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Venue Location: 9100 Morro Road, Atascadero
Event Website: www.centralcoastreserve.com
Are you receiving in-kind or financial support from the City of Atascadero?
X - Yes
Total Anticipated Attendees: 500 (virtual festival & in-person passport)
Portion from Outside SLO County: 40%
Is this the first year the event will take place? Virtually – Yes (25th Annual)
If this event has taken place previously, please provide historical data including
attendance numbers: In the past, the event would bring in 1500-2000 in attendance.
Typically, the attendance is 60% local and 40% outside of SLO County, primarily from
Central Valley, and secondary audience from Los Angeles.
Are tickets sold for your event? Yes. If so, please provide the price per ticket and
any package opportunities. The admission will range from either a regular ticket
priced at either $120 for a virtual tasting or $200 (based on a case of wine) & $150 for a
VIP ticket for the Virtual Wine Festival that includes a tasting kit, wine glasses, link to
the event and weekend passports or $250 if the tasting kit is swapped out for a case of
wine. The virtual tasting kit or the case of wine are what the committe e will focus on
determining which is best; Ticket price for the Weekend Passport is $40/ per person that
will include a total of 8 Wineries/breweries/ cider tastings (or flights) plus discounted
purchases for wine/ cider/ beer purchases from participating locations. Opportunity to
package with Visit Atascadero for hotels and attractions like Zip lining.
Crowd Control Safety Plan Details: None needed for 2021.
Will the event require an ABC Permit? Yes, the virtual event will need the permit due
to shipping requirements of tasting kits. The permit will be pulled from the Chamber.
ITEM NUMBER:
DATE:
ATTACHMENT:
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02/17/21
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Has a City permit been issued for your event or contracted the venue for your
event date? X -Yes
Describe how the event supports Visit Atascadero’s mission and goals: It
continues to bring awareness to our City for the Virtual event as well as encouraging
visitors to support our wineries/ breweries/ cideries with the Wine Weekend passport.
The “Weekend Passport” would also include packages for both the hoteliers, local
restaurants and for our boutique shops.
Select eligible event tier for your event (eligibility is based on one or more
qualifying factors and additional considerations): Tier 2
X
Additional details about eligible event tier qualification:
The target will be a minimum of 25-30% out of area visitors and the marketing campaign
will reach a minimum of 500 people. That campaign will be digital and social media
focused as well as an email outreach campaign to past ticket holders.
Support Request (desired monetary amount or in-kind marketing support):
We would be honored to receive the same level of monetary support from the ATBID to
help us offset our marketing efforts along with the ability to have the virtual support from
Tier 1
Tier 2
Tier 3
Attracts 1,500+ attendees
At least 35-40% of target market is out-of-town visitors
Marketing campaigns reach at least 1,000 subscribers
Event encourages multi-night stay in Atascadero
Attracts 750+ attendees
At least 25-30% of target market is out-of-town visitors
Marketing campaigns reach at least 500 subscribers
Event encourages overnight stay in Atascadero
Attracts 750 or less attendees
Marketing message encourages visiting Atascadero
Marketing campaigns reach at least 500 subscribers
Event encourages overnight stay in Atascadero
Event appears sustainable and offers growth potential in number of
days and/or attendance to grow to Tier 2
Total Support =
Up to $10,000
Total Support =
Up to $7,500
Eligible for
In-kind Support
ITEM NUMBER:
DATE:
ATTACHMENT:
B-2
02/17/21
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En Fuego events, who is a 3rd party contractor that has effectively marketed the virtual
beer festivals including the Brew at the Zoo event help at the Charles Paddock Zoo in
September 2020 with over 325 in attendance for a sell-out event.
Detail how awarded funding will be utilized, include any in-kind or additional
support provided by Visit Atascadero (feel free to attach additional sheets as
needed).
Event Item Amount
En Fuego Events (includes social media,
marketing to former ticket holders across
southern Calif & Central Valley, video
production & hosting event)
$6,500
Event Website & Social Media $1,500
Local Media $1,500
Wine glasses (plastic), tasting kits,
wine, shipping, labor to pack boxes
$7,000 (kits)- $19,200 (cases)
Marketing plan is in progress for the
virtual event & passport.
Total $16,500 - $28,700
ITEM NUMBER:
DATE:
ATTACHMENT:
B-2
02/17/21
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Please include all sources of income that have been secured and those that are
being solicited to support event (feel free to attach additional sheets as needed).
Income Source Amount
City of Atascadero $2,000 (in-kind)– staff, Wi-Fi to air from
location, plus Zoo & Pavilion for virtual
event recordings.
Please describe your paid advertising and the outlets you plan to utilize. Include
the amount you plan to spend with each outlet or provide a copy of your
marketing plan.
Media Outlet &
Geographic Location of
advertising : Central Valley,
Ventura/ LA County & SLO
County
Type & Frequency
Social media Boosted
posts 6 weeks out;
Digital geo-fenced at
100,000 impressions
month prior to event.
Cost of Advertising
$1,500
Marketing plan is in
progress at this time. We will
provide the plan as soon as
the Committee has it
confirmed.
Please share your intended public relations outreach.
Outreach to Central Valley, Ventura County & portions of LA County markets.
How will your organization recognize Visit Atascadero’s support (including but
not limited to promotional materials, website, and at the event)? We will include
ITEM NUMBER:
DATE:
ATTACHMENT:
B-2
02/17/21
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what to do while visiting Atascadero along with helpful information on the website and
social media pages. There will be an opportunity to include segments on what to do and
where to stay during the virtual event.
What opportunities do you plan to offer that specifically promote lodging in
Atascadero? Opportunities will be provided on the website and the social media pages
for the Central Coast Reserve Weekend that will promote lodging from former ticket
holders in all of the material promoting ticket sales and on the website.
Additional Details: Goal is to promote and keep visitors here in Atascadero and the
neighboring communities. We are happy to work with the ATBID to also include travel
itineraries that could also be a part of the “Weekend Passport” program.
Rules and Regulations for Event Coordinators
Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero
logo included on event marketing materials like glassware) if event support from the
ATBID Board totals $7,500 or more.
Please also reference the Expectations of Event Organizer by Tier to ensure you are
correctly and accurately recognizing Visit Atascadero’s support. It is the
ITEM NUMBER:
DATE:
ATTACHMENT:
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responsibility of the event organizer to follow up with Visit Atascadero for necessary
branding pieces needed to fit the promotion requirements.
Funding will be invoiced in sections based on promotion compliance and specific
event expectations. Funding percentages and invoice timelines will be determined in
advance between the Atascadero TBID Board and the event organizer.
***Please include a detailed event budget and marketing strategy. Feel free to attach
additional information for consideration with application.
***You must submit copies of additional required documents two weeks prior to event.
The Atascadero TBID Board reserves the right to withdraw funding if the appropriate
documents are not obtained for the event.
You must acknowledge and agree to the rules and regulations on Page 10.
IMPORTANT: Future ATBID event sponsorship funding requests may be affected
should any discrepancies, including, but not limited to, event application, planning,
marketing materials or website, be brought to ATBID’s attention.
Cancellation Policy: Should the event not take place as presented and scheduled;
event coordinators are required to reimburse the ATBID for sponsorship support. If the
event is cancelled by the Event Coordinator because of sickness, accidents, riots,
strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions
beyond either party’s control, the Event Coordinator agrees to provide a financial report
showing the current status of funds used. The ATBID Board will follow the official event
cancellation protocol and will determine the fund quantity to either be refunded or rolled
forward to future events based on the financial report.
Applicant Signature ____Terrie Banish_________ Date __2/5/21______
In case of questions or the need for clarification, please contact Destination
Management Consultant, Hanna Meisinger at hmeis@bigredmktg.com.
ITEM NUMBER:
DATE:
ATTACHMENT:
B-2
02/17/21
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ITEM NUMBER: B-3
DATE: 02/17/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Quarterly Marketing Statistics
RECOMMENDATION:
Receive and file Quarterly Marketing Statistics.
DISCUSSION:
During the months of November, December, and January, Verdin implemented two
local business takeovers highlighting the Charles Paddock Zoo and Colony Market &
Deli. We received 3,071 impressions for the two takeovers, which illustrate an engaged
audience within our social channel. Four local business spotlights were featured through
Instagram Stories highlighting general information about the business as well as
inspiring photos. The posts received 2,789 impressions. We filmed and produced two
new brand videos based on the approved "Recharge" campaign concept. This was not
launched in the paid media space due to the stay-at-home order but will be deployed in
Spring now that the order is lifted. Social media remains the primary marketing channel
at this time. We will continue to work closely with our partners and introduce new
marketing tactics as travel begins to increase.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.November/December/January Stat Summary
Page 27 of 37
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
NOVEMBER STAT SUMMARY
ATASCADERO TBID
December 1, 2020
WEB ANALYTICS (2020 vs. 2019)
WEBSITE TRAFFIC
Page Views:
8,216 vs. 16,035 (-49%)
New Visitors:
3,114 vs. 8,461 (-63%)
Total Sessions:
3,874 vs. 10,295 (-62%)
Mobile Views: 1,845 (-65%)
Desktop Views: 1,256 (-60%)
PPV (Page Per Visit): 2.12 (+36%)
TOS (Time on Site): 001:12 (+73%)
ACQUISITION
Social: 228 (-84%)
Direct: 955 (-74%)
Organic: 1,687 (-36%)
Referral: 443 (-65%)
GEOGRAPHIC REFERRALS
Atascadero: 588 (-31%)
Paso Robles: 485 (-10%)
Los Angeles: 291 (-75%)
San Francisco: 281 (-51%)
San Luis Obispo: 154 (-42%)
San Jose: 62 (+32%)
Los Osos: 54 (+35%)
Santa Ana: 35 (+66%)
Morro Bay: 31 (-44%)
Sacramento: 27 (-73%)
PAGE VIEWS
Things to Do: 636 (-25%)
Events: 736 (-52%)
Home: 666 (-51%)
Trail of Lights: 557
Brews/Burger: 387(-
89%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,704
Impressions: 10,149
Organic: 9,711
Paid: 1,293
Engagements: 547
Top Post: Trail of Lights (boosted)
Reach: 2,925
Main audience: Women over 35, living in SLO
County and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 2,951
New Followers: 40
Likes received: 936
Comments received: 21
Main audience: Women 35-44 on the Central Coast
Twitter Followers: 318
Engagements: 27
Main audience: Men ages 35-44
B-3ITEM NUMBER:
DATE: ATTACHMENT:02/17/21
1
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t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
SOCIAL TAKEOVER CAMPAIGN
This month, Verdin ran the second round of videos and photos featuring the Charles Paddock Zoo. The posts
went live throughout the day on November 24 and included photos, videos and interactive quizzes on the
Visit Atascadero Instagram story.
Social Takeover Results
This post included 7 videos and
photos throughout the day on
Nov. 24.
Story Taps Forward: 695
Impressions: 974
Average Reach per Story: 121
Story Replies: 0
SOCIAL MEDIA ACTIVITES
LOCAL BUSINESS SPOTLIGHT
In November, Verdin featured 2 local businesses in the Local Business Spotlight campaign: Ancient Peaks
Winery and Chaparral Gardens. Each spotlight included an intro and outro slide, along with three photo
slides highlighting the business with photos and general information. These were shared on Nov. 5 and Nov.
23 on the Visit Atascadero Instagram story.
Local Spotlight Results
This post included 10 story slides (5
per day) on Nov. 5 and Nov. 23.
Story Taps Forward: 1,137
Impressions: 1,457
Average Reach per Story: 262
Story Replies: 1
B-3ITEM NUMBER:
DATE: ATTACHMENT:02/17/21
1
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t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
DECEMBER STAT SUMMARY
ATASCADERO TBID
January 4, 2021
WEB ANALYTICS (2020 vs. 2019)
WEBSITE TRAFFIC
Page Views:
17,368 vs. 17,211 (+0.9%)
New Visitors:
6,853 vs. 8,565 (-20%)
Total Sessions:
8,921 vs. 10,870 (-18%)
Mobile Views: 4,971 (-8%)
Desktop Views: 1,918 (-41%)
PPV (Page Per Visit): 1.95 (+23%)
TOS (Time on Site): 001:24 (+73%)
ACQUISITION
Social: 808 (-8%)
Direct: 2,165 (-37%)
Organic: 2,793 (-25%)
Referral: 1,688 (-51%)
GEOGRAPHIC REFERRALS
Atascadero: 1,904 (+74%)
Paso Robles: 1,390 (+78%)
Los Angeles: 637 (-46%)
San Francisco: 834 (+0.6%)
San Luis Obispo: 339 (-25%)
Arroyo Grande: 131 (+58%)
Santa Ana: 100 (+244%)
Los Osos: 90 (+12%)
Morro Bay: 54 (-34%)
Sacramento: 49 (-43%)
PAGE VIEWS
Things to Do: 636 (-25%)
Events: 1,753 (-3%)
Home: 936 (-34%)
Trail of Lights: 6,649 (new)
Drive Holiday 806 (new)
Pop Up Farm: 524 (new)
Hike/Bike: 360 (+193%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,703
Impressions: 20,363
Organic: 8,579
Paid: 11,526
Engagements: 2,163
Top Post: Holiday donuts from SloDoCo
Reach: 563
Main audience: Women over 35, living in SLO
County and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 2,980
New Followers: 27
Likes received: 1,078
Comments received: 21
Main audience: Women ages 35-44 in SLO County
Twitter Followers: 321
Engagements: 35
Main audience: Men ages 35-44
B-3ITEM NUMBER:
DATE: ATTACHMENT:02/17/21
1
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3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 4
SOCIAL TAKEOVER CAMPAIGN
This month, Verdin featured Colony Market & Deli. The posts went live throughout the day on
Tuesday, December 29, 2020.
SOCIAL MEDIA ACTIVITIES
LOCAL BUSINESS SPOTLIGHT
In December, two businesses were featured in the Local Business Spotlight campaign: JUICEBOSS
and Colony Mash Brewing. Each spotlight included an intro and outro slide, along with three photo slides
highlighting the business with photos and general information. These were shared on Dec. 17 and Dec. 23 on
the Visit Atascadero Instagram story.
Social Takeover Results
This post included 5 videos and 2
photos throughout the day on
Dec. 29.
Story Taps Forward: 1,686
Impressions: 2,097
Average Reach per Story: 123
Story Replies: 2
Local Spotlight Results
This post included 10 story slides (5
per day) on Dec. 17 and Dec. 23.
Story Taps Forward: 1,131
Impressions: 1,332
Average Reach per Story: 265
Story Replies: 2
B-3ITEM NUMBER:
DATE: ATTACHMENT:02/17/21
1
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3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 5
JANUARY STAT SUMMARY
ATASCADERO TBID
February 1, 2021
WEB ANALYTICS (2021 vs. 2020)
WEBSITE TRAFFIC
Page Views:
5,453 vs. 26,873 (-80%)
New Visitors:
2,336 vs. 13,986 (-83%)
Total Sessions:
2,769 vs. 17,715 (-84%)
Mobile Views: 1,459 (-84%)
Desktop Views: 896 (-81%)
PPV (Page Per Visit): 1.99 (+30%)
TOS (Time on Site): 00:57 (+8%)
ACQUISITION
Social: 163 (-92%)
Direct: 615 (-84%)
Organic: 1,530 (-76%)
Referral: 142 (-95%)
GEOGRAPHIC REFERRALS
Atascadero: 407 (-75%)
Paso Robles: 306 (-78%)
Los Angeles: 171 (-90%)
San Francisco: 213 (-88%)
San Luis Obispo: 89 (-90%)
Arroyo Grande: 46 (81%)
Santa Ana: 26 (-10%)
Los Osos: 30 (-81%)
Morro Bay: 30 (-82%)
Sacramento: 22 (-87%)
PAGE VIEWS
Things to Do: 463 (-51%)
Events: 272 (-82%)
Home: 494 (-72%)
Parks: 316 (+9%)
Brews/Burgers: 278(-87%)
Mexican Eats: 224 (+4%)
Hike/Bike: 233 (+69%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,689
Impressions: 5,976
Organic: 5,892
Paid: 0
Reach: 6,957
Engagements: 221
Top Post: Tamale Festival
Reach: 569
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 3,011
New Followers: 28
Likes received: 900
Comments received: 20
Main audience: Women ages 35-44
Twitter Followers: 320
Engagements: 50
Main audience: Men ages 35-44
B-3ITEM NUMBER:
DATE: ATTACHMENT:02/17/21
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t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
SOCIAL TAKEOVER CAMPAIGN
Verdin paused the remaining two social takeovers and plan to deploy in the Spring. We are currently working
on new content focused around our retail business community.
SOCIAL MEDIA ACTIVITIES
CREATIVE
This quarter the Verdin team has been developing the “Recharge” campaign that was put on hold due to the
stay-at-home order initiated in December 2020. We have completed two new brand videos and will be
launching programmatic advertising in the month of February based on our target audiences and personas.
SPRING CAMPAIGN
B-3ITEM NUMBER:
DATE: ATTACHMENT:02/17/21
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Page 33 of 37
ITEM NUMBER: B-4
DATE: 02/17/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Quarterly Detailed Budget Report
RECOMMENDATION:
Receive and file Quarterly Detailed Budget Report.
DISCUSSION:
The 2020/21 Fiscal Year Budget shows all expenditures through December 31, 2020.
Due to lack of income, there are no updated TOT Reports at this time.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.2020/21 ATBID Budget
2.Fund Summary Report
3.TOT Report
Page 34 of 37
GL #
REVENUE PROJECTIONS July August September October November December Actuals Budget
1100 2% BID Revenue July 2020 - June 2021 67,286.00$ 2,132.00$ -$ 43,541.00$ 112,959.00$ $326,770.00
1200 Estimated Fund Balance from 2020/2021 $256,830.00
1300 Revenue from Use of Money $4,670.00
Total $588,270.00
Budget Recommended
Budget Updates % of Total Budget
2100 Admin $38,385.00 14.78%
2101 City Admin Fees $2,610.00
2102 Office Expense $2,500.00
2103 Operating Supplies and misc. expenses $500.00
2104 Lodging Ordinance Enforcement $5,200.00
2105 Big Red Marketing 750.00$ 750.00$ 750.00$ 750.00$ 750.00$ 650.00$ 4,400.00$ $9,375.00
2106 Verdin 885.90$ 2,002.90$ 1,288.30$ 1,588.90$ 1,585.30$ 915.20$ 8,266.50$ $18,200.00
2200 ATBID Management $20,812.00 8.01%
2201 Board Management & Coordination 850.00$ 1,200.00$ $845.00 100.00$ 200.00$ 700.00$ 3,895.00$ $8,625.00
2202 Financial Management 500.00$ 500.00$ 500.00$ 500.00$ 250.00$ 650.00$ 2,900.00$ $8,512.00
2203 Strategy 280.00$ 280.00$ 900.00$ 280.00$ 600.00$ 300.00$ 2,640.00$ $3,675.00
2204 COVID 1,000.00$ 2,000.00$ 3,000.00$ $0.00
2300 Visual Assets and Branding $23,000.00 8.85%
2301 Photography & Video $0.00
2302 Creative Services - Verdin Scope 1,306.10$ 1,816.50$ 1,202.40$ 1,776.70$ 5,287.81$ 302.40$ 11,691.91$ $23,000.00
2303 Creative Services - Out of Scope 245.50$ 245.50$ $0.00
2304 Promotional Items & Visit Atascadero Brochure $0.00
2400 Digital Marketing $23,480.00 9.04%
2401 Website Updates 129.80$ 47.95$ 105.95$ 451.45$ 47.95$ 783.10$ $780.00
2402 Social Media contest hard costs $200.00
2403 Social Media/Contest Management 1,579.20$ 1,560.60$ 1,379.90$ 1,627.60$ 1,526.30$ 1,565.10$ 9,238.70$ $18,800.00
2404 E-Newsletter 41.99$ 41.99$ 611.29$ 42.00$ 43.19$ 299.09$ 1,079.55$ $3,700.00
2500 Advertising $64,576.00 24.86%
2501 Planned Media Buys 488.94$ 104.65$ 593.59$ $50,000.00
2502 Reactive Advertising & Co-Ops 1,000.00$ 1,000.00$ $10,000.00
2503 Verdin Media Retainer 128.00$ 128.00$ $4,576.00
2600 Public Relations $4,500.00 1.73%
2601 FAMs/ Individual Itineraries $1,500.00
2602 PR Retainer & Reactive Planning $3,000.00
2700 Tour & Travel $10,000.00 3.85%
2701 Trade Show $10,000.00
2800 Consumer Outreach $35,000.00 13.47%
2801 Event Sponorship 5,000.00$ 5,000.00$ $30,000.00
2802 Management of Event Sponorship 300.00$ 450.00$ 400.00$ 350.00$ 400.00$ 350.00$ 2,250.00$ $5,000.00
2900 Recovery Plan $40,000.00 15.40%
2901 Social Videos 960.80$ 792.70$ 617.40$ 120.00$ 2,490.90$ $10,000.00
2902 Social Takeover Management 302.10$ 244.10$ 833.20$ 529.60$ 787.60$ 2,696.60$
2903 Recovery Campaigns/Giveaways $10,000.00
2904 Public Relations Tactics 465.60$ 87.00$ 58.00$ 610.60$ $5,000.00
2905 Partnership Programs $10,000.00
2906 Signage $5,000.00
TOTAL EXPENSES 8,088.59$ 9,951.89$ 10,089.64$ 16,364.19$ 11,743.65$ 6,671.99$ 62,909.95$ $259,753.00
Cash Reserves $58,000.00
Funds Unallocated $270,517.00
Total Budget $588,270.00
ATBID 2020/21 BUDGETED P&L
B-4ITEM NUMBER:
DATE:
ATTACHMENT:
02/17/21
1
Page 35 of 37
2/8/21
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL 2020-2021 BUDGETED
2014-2015 2015-2016 2016-2017 2017-2018 2018-2019 2019-2020 through 12/31/2020 2020-2021
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 278,184$ 224,609$ 112,959$ 326,770$
45920.0003 Assessment Penalties - - - - - 133 20 -
46110.0000 Investment Earnings 2,068 5,458 724 1,580 9,631 10,720 - 4,670
Total Revenue 164,104 246,536 268,231 276,875 287,815 235,462 112,979 331,440
EXPENSES
6050000 Office Expense - 5,164 - - - - - 1,000
6070000 Advertising 3,450 86,914 91,005 144,521 178,720 120,110 11,520 160,000
6400000 Operating Supplies - 1,217 120 - - - - 500
6500000 Contract Services 26,173 105,314 138,414 172,938 143,482 120,525 51,390 151,250
6600000 Professional Development - - 425 425 425 - - 430
6740000 Business Development - 5,000 - 3,000 - - - -
6900000 Administration 1,620 2,411 2,675 2,753 2,782 2,246 1,130 3,270
Total Expenses 31,243 206,020 232,639 323,636 325,408 242,881 64,040 316,450
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (37,593) (7,419) 48,939 14,990
BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 365,441 318,679 281,086 273,667 256,830
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 365,441$ 318,679$ 281,086$ 273,667$ 322,606$ 271,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-4ITEM NUMBER:
DATE:
ATTACHMENT:
02/17/21
2
Page 36 of 37
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 158,389.32$ 134,033.44$ 232,385.37$ 779,365.59$
Fiscal Year 2015 262,246.00$ 171,527.07$ 204,920.33$ 261,362.41$ 900,055.81$
Fiscal Year 2016 387,196.75$ 260,522.61$ 234,591.13$ 359,952.40$ 1,242,262.89$
Fiscal Year 2017 441,814.34$ 259,716.23$ 236,432.90$ 399,564.75$ 1,337,528.22$
Fiscal Year 2018 446,835.24$ 307,035.82$ 237,705.86$ 384,921.01$ 1,376,497.93$
Fiscal Year 2019 442,255.82$ 305,426.85$ 236,855.54$ 406,434.26$ 1,390,972.47$
Fiscal Year 2020 454,062.15$ 325,569.25$ 207,088.63$ 136,898.64$ 1,123,618.67$
Fiscal Year 2021
B-4ITEM NUMBER:
DATE:
ATTACHMENT:
02/17/21
3
Page 37 of 37