HomeMy WebLinkAboutTBID_2021-05-19_AgendaPacket ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA
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THE
MEETING:
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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
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City
procedure
for resolving
reasonable
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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.
*COVID-19 NOTICE *
Based on the threat of COVID-19 as reflected in Emergency Proclamations
issued by the State of California, County of San Luis
Obispo and City of Atascadero and consistent with Executive Order
N-29-20 the Atascadero Tourism Business Improvement District Meeting
will not be physically open to the public and Board Members will be
teleconferencing into the meeting.
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, May 19, 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
Interim Vice Chairperson Patricia Harden, SpringHill Suites by Marriott
Board Member Deana Alexander, The Carlton Hotel
Board Member Amar Sohi, Holiday Inn Express and Suites
Vacancy
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 – April 21, 2021
•Recommendation: Approve the Draft Action Minutes of April 21, 2021. [Big Red
Marketing]
B.BUSINESS ITEMS
1.Draft 2021-2022 Visit Atascadero Annual Report & Budget
•Recommendation: Review and provide staff direction on the 2021-2022 Annual
Report and Budget for Visit Atascadero. [City Staff/Big Red Marketing]
•Fiscal Impact: None.
2.TOT Collection Software Billing Platform
•Recommendation: Review and provide staff direction on software billing platform
to allow monthly TOT collection. [City Staff]
•Fiscal Impact [GL TBD]: Approx. $10,000 Annually.
3.In-Person Meetings
•Recommendation: Approve in-person meetings option starting August 2021. [Big
Red Marketing]
•Fiscal Impact: None.
f
4.Atascadero Fall Fest Ad Hoc Committee Update
•Recommendation: Receive and file Atascadero Fall Fest Update. [Ad Hoc
Committee]
•Fiscal Impact: None.
5. Monthly Budget Report
•Recommendation: Receive and file Monthly 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.Destination Management Update – Big Red Marketing
4. City Business Update – City Manager’s Office
D. BOARD MEMBER COMMENTS
E.FUTURE AGENDA ITEMS
1.Chairperson and Vice Chairperson Nomination
2.Tourism Political Action Ad Hoc Committee
3.Political/Action Topics Presentation by the Mayor and/or County Supervisor
F. ADJOURNMENT
!
!
!!
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, April 21, 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:
Chairperson O’Malley called the meeting to order at 2:34 p.m.
ROLL CALL:
Present: Chairperson O’Malley, Board Member Alexander, Board Member
Harden, Board Member Sohi
Vacant: One vacancy.
Absent: None.
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 roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1.ATBID Draft Action Minutes – February 17, 2021
•Recommendation: Approve the Draft Action Minutes of March 17, 2021. [Big Red
Marketing]
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the consent calendar.
Motion passed 3:0 by a roll call vote.
A-1ITEM NUMBER:
DATE: 05/19/21
Page 4 of 23
B.BUSINESS ITEMS
1.Atascadero Fall Fest Event Sponsorship Presentation
•Recommendation: Review and provide staff direction for the Atascadero Fall Fest
event sponsorship presentation. [Fall Fest]
•Fiscal Impact [GL 2801]: $5,000.
The representative from Atascadero Fall Fest was unable to attend the meeting.
Chairperson O’Malley appointed an AdHoc committee to continue conversations with
Ataschadero Fall Fest event management. The AdHoc committee of Board Member Sohi
and Board Member Harden were given permission to approve or deny the sponsorship
opportunity based on event dates provided by management.
PUBLIC COMMENT: None.
The Atascadero Fall Fest Event Sponsorship Presentation
was received and filed.
2.Atascadero Lakeside Wine Passport Sponsorship Presentation
•Recommendation: Review and provide direction for the Atascadero Lakeside
Wine Passport sponsorship program. [Atascadero Lakeside Wine Festival]
•Fiscal Impact [GL 2801]: $5,000.
Atascadero Lakeside Wine Festival representative, Josh Cross, presented the Atascadero
Lakeside Wine Passport sponsorship and answered questions from the Board. Public
member Ketchum requested additional considerations for transportation options.
PUBLIC COMMENT: Corina Ketchum.
MOTION: By Board Member Sohi and seconded by Chairperson O’Malley to
approve event sponsorship in the amount of $5,000 for the
Atascadero Lakeside Wine Passport Sponsorship.
Motion passed 4:0 by a roll call vote.
3.Destination Management Services and Destination Marketing Services
Contract Renewals
1.Recommendation: Review and provide staff direction for the renewal of the Big
Red Marketing 2021/2022 fiscal year contract. [Big Red Marketing]
2.Recommendation: Review and provide staff direction for the renewal of the Verdin
Marketing 2021/2022 fiscal year contract. [Verdin]
•Fiscal Impact [GL Varied]: $251,250.
Destination Management Consultants, Hanna Meisinger and Amanda Diefenderfer,
presented Big Red Marketing’s scope of work and tentative 2021/2022 fiscal year budget
and answered questions from the Board.
PUBLIC COMMENT: None.
A-1ITEM NUMBER:
DATE: 05/19/21
Page 5 of 23
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the extension of Big Red Marketing’s
contract for one year.
Motion passed 4:0 by a roll call vote.
Destination Marketing Consultant Ashlee Akers presented information from their efforts
during the 2020/2021 fiscal year (exhibit A) and answered questions from the Board.
PUBLIC COMMENT: None.
MOTION: By Chairperson O’Malley and seconded by Board Member
Alexander to approve the extension of Verdin Marketing’s contract
for one year.
Motion passed 4:0 by a roll call vote.
4.Interim Vice Chairperson Nomination
•Recommendation: Discuss and provide staff direction for the interim Vice
Chairperson position. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Hanna Meisinger presented information on the interim
Vice Chairperson position, included term length. Chairperson O’Malley shared that Board
Member Harden had expressed interest in the position.
PUBLIC COMMENT: None.
MOTION: By Board Member Alexander and seconded by Board Member
Sohi to approve the nomination of Board Member Harden as the
interim Vice Chairperson.
Motion passed 4:0 by a roll call vote.
5.Monthly Budget Report
•Recommendation: Receive and file Monthly Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Hanna Meisinger presented the monthly budget report
and answered questions from the Board.
PUBLIC COMMENT: None.
The Monthly 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 Update including updates on the Oceano
Dunes and the Visit SLO CAL Asset Co-op. Sohi answered questions from the Board.
A-1ITEM NUMBER:
DATE: 05/19/21
Page 6 of 23
2.Visit SLO CAL Marketing Committee Update – City Manager’s Office – Deputy City
Manager Banish presented updates from the Visit SLO CAL Marketing Committee
including updates from the marketing retreat. Banish answered questions from the
Board.
3.Destination Management Update – Big Red Marketing – Destination Management
Consultant Meisinger provided the Destination Management update including
information about the May 3, 2021 Nomination Meeting, the upcoming Annual
Assessment meetings, the cancellation of the 2021 Central Coast CiderFest, and the
resignation of a Board Member. Meisinger answered question from the Board,
including a request from Chairperson O’Malley to consider in-person meetings.
4.City Business Update – City Manager’s Office – Deputy City Manager Banish
provided updates from City Business including an update on the Brew at the Zoo, the
summer concert series, and Zoo Garden opening. Banish answered questions from
the Board.
D.BOARD MEMBER COMMENTS
Chairperson O’Malley requested the opportunity to discuss having a Tourism Political
Action committee on a future agenda item.
E. FUTURE AGENDA ITEMS
1.Chairperson and Vice Chairperson Nomination
2.In-Person Meetings
3.Tourism Political Impact Committee
4.Political/Action Topics Presentation by the Mayor and/or County Supervisor
E. ADJOURNMENT
Chairperson O’Malley adjourned the meeting at 3:53 p.m.
_______________________________________________
Hanna Meisinger, Destination Management Consultant
APPROVED:
Exhibit A: Verdin Marketing 2020/2021 Analytics
A-1ITEM NUMBER:
DATE: 05/19/21
Page 7 of 23
ITEM NUMBER: B-1
DATE: 05/19/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Draft 2021-2022 Visit Atascadero Annual Report & Budget
RECOMMENDATION:
Review and provide staff direction on the 2021-2022 Annual Report and Budget for Visit
Atascadero.
DISCUSSION:
The City of Atascadero established the Atascadero Tourism Business Improvement
District (ATBID) to levy annual assessments under the Parking and Business
Improvement Area Law of 1989, by adopting Title 3, Chapter 16 of the Atascadero
Municipal Code in April 2013. The activities to be funded by the assessments on lodging
businesses within the ATBID are tourism promotions and marketing programs to promote
the City as a tourism destination. The formation and operation of a Tourism Business
Improvement District is governed by the California Streets & Highways Code (Section
36500 et. Seq.) The budget for the ATBID is submitted in conjunction with the City’s
annual budget that will go for review at the City Council meeting on Tuesday, May 25,
2021.
The City Council appoints ATBID Advisory Board Members to serve at the pleasure of
the Council. The Advisory Board is made up of lodging business owners or employees,
or other representatives holding the written consent of a lodging business owner within
the ATBID area.
The Streets & Highways Code requires that the Advisory Board provide a report to the
City Council annually for the expenditure of funds derived from the assessment paid by
lodging businesses within the City. The annual report must identify: (1) proposed
activities, programs and projects for the fiscal year; (2) the approximate cost of such
activities, programs and projects for the fiscal year; (3) the amount of surplus or deficit
revenues carried over from a previous fiscal year; and (4) contributions received other
than assessments. The annual report must meet the requirements of the California
Page 8 of 23
ITEM NUMBER: B-1
DATE: 05/19/21
Streets and Highway Code §36533. The City Council may approve the report as filed or
may modify any particular contained in the report and approve it as modified.
After the approval of the report, the City Council is required to adopt a Resolution of
Intention, and set a date and time for a public hearing. The purpose of the public hearing
is to receive public comment prior to the assessment being collected. Staff is proposing
that the hearing be conducted at the next regular meeting scheduled for June 8, 2021.
FISCAL IMPACT: None
ATTACHMENT:
1. ATBID Annual Report 2021-2022
2. ATBID Annual Budget 2021-2023
Page 9 of 23
ATBID Annual Report
Fiscal Year 2021-2022
(Pursuant to Streets & Highways Code Section 36533)
1.Proposed activities, programs and projects for the fiscal year:
•Contract services
o Marketing Firm
o Administration Services
•Marketing Plan
•Maintenance of Visual Assets
o Photography & Content
o Creative Services
•Digital Marketing
o Website Content & Updates (i.e., Visit Atascadero; VisitSLOCAL)
o Social Media
•Advertising
o Print & Promotional Items
o Digital
o Reactive Opportunities
•Public Relations
o Group FAM (familiarization tours for journalists, tour operators and
meeting & event coordinators)
o Individual Journalist Hosted Itineraries
o Press Releases
•Tour & Travel
o Collaboration with CCTC FAMs
o Collaboration with Visit CA FAMs
o Collaboration with Visit SLOCAL FAMs
•Consumer Outreach
o Event Sponsorships Opportunities
o Event Marketing
o Email Marketing
•Administration of TBID fund
2.Approximate cost of such activities, programs and projects for the fiscal year is
projected to be $308,540.
3.Amount of fund balance as of June 30, 2021 is projected to be $349,857.
4.Estimated fund balance for June 30, 2022 is budgeted at $334,367.
5.Contributions received other than assessments:
•Estimated interest income of $5,150 for fiscal year 2020/2021
•Estimated interest income for fiscal year 2021/22 is budgeted at $6,950.
B-1ITEM NUMBER:
DATE: ATTACHMENT:05/19/21
1
Page 10 of 23
H-1
ACTIVITY DETAIL
OBJECT EXPENSE 2017-2018 2018-2019 2019-2020 2020-2021 2021-2022 2022-2023 2023-2024 2024-2025 2025-2026 2026-2027 2027-2028
NUMBER CLASSIFICATION ACTUAL ACTUAL ACTUAL ESTIMATED REQUESTED REQUESTED REQUESTED REQUESTED REQUESTED REQUESTED REQUESTED
Revenues:
Tourism assessments 275,295 278,184 224,608 248,780 286,100 291,820 297,660 303,620 309,700 315,900 322,220
ATBID Tax Penalties - - 133 - - - - - - - -
Interest income 1,580 9,631 10,721 5,150 6,950 6,640 4,750 4,510 4,320 4,190 4,140
276,875 287,815 235,462 253,930 293,050 298,460 302,410 308,130 314,020 320,090 326,360
OPERATIONS
6050000 Office Expense -$ -$ -$ -$ 250$ 250$ 250$ 250$ 250$ 250$ 250$
6070000 Advertising 144,521 178,720 120,110 90,000 165,000 165,000 170,000 172,500 175,000 175,650 176,000
6400000 Operating Supplies - - - - - - - - - - -
6500000 Contract Services 172,938 143,481 120,525 85,250 140,000 145,000 145,000 145,000 145,000 145,000 145,000
6600000 Professional Development 425 425 - - 430 450 450 450 450 450 450
6700000 Business Development 3,000 - - - - - - - - - -
6900000 Administration 2,753 2,782 2,246 2,490 2,860 2,920 2,980 3,040 3,100 3,160 3,220
Total Operations 323,637 325,408 242,881 177,740 308,540 313,620 318,680 321,240 323,800 324,510 324,920
Net change in fund balance (46,762) (37,593) (7,419) 76,190 (15,490) (15,160) (16,270) (13,110) (9,780) (4,420) 1,440
Fund balance, beginning 365,441 318,679 281,086 273,667 349,857 334,367 319,207 302,937 289,827 280,047 275,627
Fund balance, ending 318,679 281,086 273,667 349,857 334,367 319,207 302,937 289,827 280,047 275,627 277,067
Projected net income 69,782 (14,362) (15,270) (16,350) (13,190) (9,860) (4,500) 1,350
Divide by 6 to Arrive at Average Increase in Cash 11,630 (2,394) (2,545) (2,725) (2,198) (1,643) (750) 225
Beginning Balance 273,667 343,449 329,087 313,817 297,467 284,277 274,417 269,917
Average Cash Balance 285,297 341,055 326,542 311,092 295,269 282,634 273,667 270,142
Interest Rate 1.8%2.0%2.0%1.5%1.5%1.5%1.5%1.5%
Expected interest 5,140 6,820 6,530 4,670 4,430 4,240 4,110 4,050
Less GASB31 adjustment -6398 1258
Net interest income (1,258) 8,078 6,530 4,670 4,430 4,240 4,110 4,050
B-1ITEM NUMBER:
DATE: ATTACHMENT:05/19/21
2
Page 11 of 23
ITEM NUMBER: B-2
DATE: 05/19/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
TOT Collection Software Billing Platform
RECOMMENDATION:
Review and provide staff direction on software billing platform to allow monthly TOT
collection.
DISCUSSION:
The City of Atascadero currently processes TOT billing each quarter to the lodging
owners for the Atascadero Tourism Business Improvement District (ATBID) assessment
for monthly TOT tax collection. Monthly TOT tax collection totals 13.5% and is broken out
as 10% TOT, the ATBID Assessment of 2% and the County TMD Assessment of 1.5%.
Over the past six years, the number of lodging owners has grown from 21 properties in
2013 to 119 properties in 2021. The cost to the ATBID for the City to process the billing
and collection of TOT tax on a quarterly basis is approximately $2,700 annually.
Each year the ATBID Advisory Council looks at ways to take the billing from quarterly to
monthly. The minimal cost to do so would be $8,300 annually and that dollar amount does
not capture the labor that this involves from City staff. The monthly billing would provide
a better measurement of tourism trends and would allow the ATBID to work quickly to
modify Visit Atascadero marketing efforts based on information that is more current. In
addition, monthly reporting would provide a better way to analyze the market with other
destinations in our County, which report monthly.
The estimated cost of the annual fees from HdL for the existing number of lodging
establishments is approximately $10,000. This would also include HdL tracking AirBNB
type listings for new establishments and ‘encouraging’ those businesses to register and
pay.
FISCAL IMPACT: Approx. $10,000 Annually
ATTACHMENT: None
Page 12 of 23
ITEM NUMBER: B-3
DATE: 05/19/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
In-Person Meetings
RECOMMENDATION:
Approve in-person meetings option starting August 2021.
DISCUSSION:
On March 19, 2020, California issued a mandatory stay-at-home order to help slow the
spread of the COVID-19 virus. At that time, the Atascadero Tourism Business
Improvement District Advisory Board began hosting official meetings via video
conferences. Recognizing the decrease in current risk level and restrictions, the
Atascadero TBID Advisory Board requested the option to resume in-person Advisory
Board Meetings.
Due to staffing needs and additional requirements, the City Hall meeting space that
regularly hosts the Atascadero TBID Board Meetings is unavailable for in-person
meetings until July 2021.
Recognizing the importance of safety, if in-person meetings resume, the option to join via
video conference will remain in place. Technological infrastructure will be prepared in
advance to allow for in-person and video conferencing attendance options at each
Atascadero TBID meeting.
FISCAL IMPACT:
None.
ATTACHMENT:
None.
Page 13 of 23
ITEM NUMBER: B-4
DATE: 05/19/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Atascadero Fall Fest Ad Hoc Committee Update
RECOMMENDATION:
Receive and file Atascadero Fall Fest Ad Hoc Committee Update.
DISCUSSION:
The Atascadero Fall Fest will be a first annual event held on November 19 from 5-10pm
and November 20-21 from 12-10pm.
This zero-emission, free admission event will feature a full carnival, 30+ bands, a beer
and wine station, and food and retail vendors. The event is geared towards bringing in
many people from outside of Atascadero to enjoy a weekend of “Fun for the Whole
Family.”
The anticipated attendee count is 15,000 with 30% expected from outside of the county.
During the April 21, 2021 Atascadero TBID Board Meeting, an Ad Hoc Committee was
appointed to approve or deny sponsorship of the event based on the determined date.
With the announcement of the postponing of a conflicting event on the same weekend,
the Ad Hoc Committee moved forward to approve the sponsorship of Atascadero Fall
Fest, November 19-21, 2021, for the amount of $5,000.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. 2021 Atascadero Fall Fest Event Application
Page 14 of 23
LA I It OR!\ IA
Event Support Application Form
Requesting Organization (_IA., fue-, t' f Vt,�
�r tJ �0 PhoneN umber Cto�} L/4.-(f-�� Contact:
Email: l�}o e_ ��v .h,,uv-ksl-u;� Mailing Address: [DJ 1.--G-i�, � Tltr µJI.ii,..
City St t Z. /' • n,�,.__ ._,, : q_ 1 Cit � 1oL1 , a e, 1p: __ V'--_.:...i._...___�_·_.,__ ___ --L-�-----------
N ame of Event __ ------'Y\h____.__J c,,_"�---�-a-�_!_}_11 _\,0\t___,_f _____ _
Event Description : 1h:.r w1J( {:e, �. "-:ht! &,.nc.'vwl I L-<"}i...}vr ?o ,-b."{.,.J,r
�v �I-W' K S kt. h ,.,,..,r I +.,.'° hi k)::,) h ., Pl l--k--f�✓ �' ;, 1hd ' ' {t,i,.I
f,/ -th-wl,..i r.._, l·uml7 . ,, ,,. '
Event Dates/Times: "F-nA"-7, /IJ;y-, /'f,J,,.. {r-lcr ""-·) .... .£.M.A-..,, /J•""_. e.,t :S t-
( ri-l()t�) Is event located in Atascadero? Yes □ No ,,,, � -:, p-,-i- �v.V,
Venue Name: gt--tl?<,,\c l�v-k-V'. r 1�1� ll-vt,, I t;,. �a J /?C1.ll?.j Wt-"'2-,x l-HJ l,kr �f, I Venue Location: l CU,,,-5c., • .J't,,�
Event Web site: � / u/411,,, � �} . t./,, �
Are you receiving in-kind or financial support from the City of Atascadero?
liJ Yes □No
Total Anticipated Attendees: 151 o�u Portion From Outside SLO County: ?O %
Is this the first year the event will take place? plJ Yes □ N o
4
B-4ITEM NUMBER:
DATE:
ATTACHMENT:
05/19/21
1
Page 15 of 23
If this event has taken place previously, please provide historical data including
attendance numbers:
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Are tickets sold for your event? If so, please provide the price per ticket and any
package opportunities.
Crowd Control Safety Plan Details:
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Will the event require an ABC Permit? Jf1 Yes □ N o
Has a City permit been issued for your event or contracted the venue for your
event date? b' Yes □No
Describe how the event supports Visit Atascadero's mission and goats: �v� w1 �1 � °'""" e,v"wv\-· � ,.� Gvkw{ h /2.vwi, ,,,,.,,--,
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5
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Select eligible event tier for your event {eligib ility is based on one or more
qualifying factors and additional considerations):
□
□
•Attracts ·, ,::>ulJT 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 75.0 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):
,j"' 5 Po,)
:ligible for
1-kind Support
� l •I
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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_
�....,-,;"'
•• Jt '•I,;'-· needed).
Event Item Amount
Ex. Social Media Ads $2,000
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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
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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.
How will your organization recognize Visit Atascadero's support (including but
not limited to promotional materials, website, and at the event)?
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What opportunities do you plan to offer that specifically promote lodging In
Atascadero?
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Additional Details:
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9
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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 ATBIO 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 ATBIO'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 ATBIO 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. A. � -z,,/11-/'--1 Applicant Signature --.,;,,,81:Q_-�---------Date ____ _
In case of questions or the need for clarification, please contact Destination Management Consultant, Hanna Meisinger at .L!..!Sfvoigr,•d,n ...ll :5!.� •
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ITEM NUMBER: B-5
DATE: 05/19/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file Monthly Budget Report.
DISCUSSION:
The 2020/21 Fiscal Year Budget shows all expenditures through March 31, 2021. With
changes in anticipated spending and time allotted due to COVID-19, some sections show
spending over the anticipated budget; however, those funds were reallocated from other
areas. The budget remains well within the anticipated spend as of March 31, 2021.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. 2020/21 ATBID Budget
Page 22 of 23
GL #
REVENUE PROJECTIONS July August September October November December January February March Actuals Budget
1100 2% BID Revenue July 2020 - June 2021 67,286.00$ 2,132.00$ -$ 43,541.00$ 6,407.00$ 2,398.00$ 43,108.00$ 164,872.00$ $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 $500.00
2104 Lodging Ordinance Enforcement 5,153.00$ 5,153.00$ $5,200.00
2105 Big Red Marketing 750.00$ 750.00$ 750.00$ 750.00$ 750.00$ 650.00$ 800.00$ 1,000.00$ 800.00$ 7,000.00$ $9,375.00
2106 Verdin 885.90$ 2,002.90$ 1,288.30$ 1,588.90$ 1,585.30$ 915.20$ 556.50$ 1,093.00$ $515.90 10,431.90$ $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$ 900.00$ 950.00$ 900.00$ 6,645.00$ $8,625.00
2202 Financial Management 500.00$ 500.00$ 500.00$ 500.00$ 250.00$ 650.00$ 350.00$ 500.00$ 550.00$ 4,300.00$ $8,512.00
2203 Strategy 280.00$ 280.00$ 900.00$ 280.00$ 600.00$ 300.00$ 1,000.00$ 900.00$ 900.00$ 5,440.00$ $3,675.00
2204 COVID 1,000.00$ 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$ 268.50$ $470.80 $117.20 12,548.41$ $23,000.00
2303 Creative Services - Out of Scope 245.50$ 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$ 47.95$ 47.95$ 189.55$ 1,068.55$ $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$ 1,439.40$ 1,682.80$ $1,575.10 13,936.00$ $18,800.00
2404 E-Newsletter 41.99$ 41.99$ 611.29$ 42.00$ 43.19$ 299.09$ 43.19$ 638.89$ $370.39 2,132.02$ $3,700.00
2500 Advertising $64,576.00 24.86%
2501 Planned Media Buys 488.94$ 104.65$ 6651.56 $11,430.96 18,676.11$ $50,000.00
2502 Reactive Advertising & Co-Ops 1,000.00$ 1,000.00$ $10,000.00
2503 Verdin Media Retainer 128.00$ 128.00$ 236.30$ $58.00 550.30$ $4,576.00
2600 Public Relations $4,500.00 1.73%
2601 FAMs/ Individual Itineraries $1,500.00
2602 PR Retainer & Reactive Planning 101.50$ 315.00$ $87.00 503.50$ $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$ 350.00$ 350.00$ 300.00$ 3,250.00$ $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$ 5,985.04$ 14,836.30$ 22,947.10$ 106,678.39$ $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-5ITEM NUMBER:
DATE:
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