HomeMy WebLinkAboutTBID_2021-06-16_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, June 16, 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 – May 19, 2021
•Recommendation: Approve the Draft Action Minutes of May 19, 2021. [Big Red
Marketing]
B.BUSINESS ITEMS
1.Election of Chairperson and Vice Chairperson for the Atascadero Tourism
Business Improvement District (ATBID) Advisory Board for the 21/22 Fiscal
Year Term
•Recommendation: ATBID Board to elect one member to serve as Chairperson
and to elect one member to serve as Vice Chairperson for the ATBID Advisory
Board for the 21/22 Fiscal Year Term. [Big Red Marketing]
•Fiscal Impact: None.
2.Tourism Political Action Ad Hoc Committee
•Recommendation: Review and provide staff direction on the creation of a Tourism
Political Action Ad Hoc Committee. [Chairperson O’Malley]
•Fiscal Impact: None.
f
3.Visit SLO CAL Events & Festivals Strategy MOU
•Recommendation: Review and provide staff direction on the Visit SLO CAL Events
& Festivals Strategy MOU. [Visit SLO CAL]
•Fiscal Impact: None.
4.Visit SLO CAL Co-op Opportunities
•Recommendation: Review and provide staff direction on the 2021-2022 Co-op
Opportunities from Visit SLO CAL for Asset Development and EDI Research. [Visit
SLO CAL]
•Fiscal Impact (GL Varied): Up to $17,500.
5.Mid State Fair Sponsorship Opportunities
•Recommendation: Review and provide staff direction on the 2021 Mid-State Fair
Sponsorship Opportunity. [California Mid-State Fair]
•Fiscal Impact (GL 2801): Up to $3,750.
6.Detailed Quarterly Marketing Report
•Recommendation: Receive and file the Detailed Quarterly Marketing Report.
[Verdin Marketing]
•Fiscal Impact: None.
7. Detailed Quarterly Budget Report
•Recommendation: Receive and file the Detailed Quarterly 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.Political/Action Topics Presentation by the Mayor and/or County Supervisor
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, 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:
Chairperson O’Malley called the meeting to order at 2:32 p.m.
ROLL CALL:
Present: Chairperson O’Malley, Interim Vice Chairperson Harden, Board
Member Sohi
Vacant: One vacancy.
Absent: Board Member Alexander.
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 Interim Vice Chairperson
Harden to approve the agenda.
Motion passed 3:0 by a voice vote.
PUBLIC COMMENT: Loreli Cappel and Cindy Chavez.
A.CONSENT CALENDAR
1.ATBID Draft Action Minutes – April 21, 2021
•Recommendation: Approve the Draft Action Minutes of April 21, 2021. [Big Red
Marketing]
MOTION: By Board Member Sohi and seconded by Interim Vice
Chairperson Harden to approve the consent calendar.
Motion passed 3:0 by a voice vote.
A-1ITEM NUMBER:
DATE: 06/16/2021
Page 4 of 39
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.
City of Atascader representative, Cindy Chavez, presented the budget to the Board.
Deputy City Manager, Terrie Banish, presented information about the budget and the
annual report and answered questions from the Board.
PUBLIC COMMENT: None.
MOTION: By Chairperson O’Malley and seconded by Interim Vice
Chairperson Harden to approve the Draft 2021-2022 Visit
Atascadero Annual Report & Budget.
Motion passed 3:0 by a roll call vote.
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.
Deputy City Manager, Terrie Banish, introduced Cindy Chavez again, who presented on the
TOT Collection Software Billing Platform and answered questions from the Board. There
were questions relating to opportunities with host compliance.
PUBLIC COMMENT: Brendan Pringle.
MOTION: By Board Member Sohi and seconded by Interim Vice Chairperson
Harden to approve TOT Collection Software Billing Platform.
Motion passed 3:0 by a roll call vote.
3.In-Person Meetings
•Recommendation: Approve in-person meetings option starting August 2021. [Big
Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger shared the updates on in-person meetings,
including the first available date to start in-person meetings. Deputy City Manager Banish
provided an update from the City regarding the meeting space and answered questions from
the Board.
PUBLIC COMMENT: None.
MOTION: By Board Member Sohi and seconded by Interim Vice Chairperson
Harden to approve in-person meetings option starting August
2021.
A-1ITEM NUMBER:
DATE: 06/16/2021
Page 5 of 39
4.Atascadero Fall Fest Ad Hoc Committee Update
•Recommendation: Receive and file Atascadero Fall Fest Update. [Ad Hoc
Committee]
•Fiscal Impact: None.
Destination Management Consultant Meisinger provided an update from the Atascadero Fall
Fest Ad Hoc Committee, including the set date and approval of event support. Meisinger
answered questions from the Board.
PUBLIC COMMENT: None.
The Atascadero Fall Fest Ad Hoc Committee Update
was received and filed.
5.Monthly Budget Report
•Recommendation: Receive and file Monthly Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger provided updates on the Budget and
answered questions from the Board.
PUBLIC COMMENT: None.
The Monthly Budget Report
was received and filed.
C.UPDATES
1.Visit SLO CAL Marketing Committee Update – City Manager’s Office – Deputy City
Manager Banish shared updates from the Visit SLO CAL Marketing Committee
Update including the Spartan Race, Google My Business, and House of Brands.
Destination Marketing Consultant Akers provided updates from Visit CA. Banish
answered questions from the Board.
2.Visit SLO CAL TMD Update – Board Member Sohi – Board Member Sohi shared
additional Visit SLO CAL information and answered questions from the Board.
3.Destination Management Update – Big Red Marketing – Destination Management
Consultant Meisinger provided updates including nomination meeting updates, the
annual assessment, and the Spartan Race. Meisinger answered questions from the
Board.
4.City Business Update – City Manager’s Office – Deputy City Manager Banish
provided city business updates including Cruisin’ Weekend, Dancing in the Streets,
the opening of the Zoo Garden and answered questions from the Board.
D.BOARD MEMBER COMMENTS
None.
A-1ITEM NUMBER:
DATE: 06/16/2021
Page 6 of 39
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
4.STR Reports
E.ADJOURNMENT
Chairperson O’Malley adjourned the meeting at 3:49 p.m.
_______________________________________________
Hanna Meisinger, Destination Management Consultant
APPROVED:
A-1ITEM NUMBER:
DATE: 06/16/2021
Page 7 of 39
ITEM NUMBER: B-1
DATE: 06/16/2021
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Election of Chairperson and Vice Chairperson for the
Atascadero Tourism Business Improvement District
(ATBID) Advisory Board for the 21/22 Fiscal Year Term
RECOMMENDATION:
ATBID Board to elect one member to serve as Chairperson and to elect one member to
serve as Vice Chairperson for the ATBID Advisory Board for the 21/22 Fiscal Year
Term.
DISCUSSION:
The ATBID Chairperson facilitates ATBID Board meetings and is expected to be
prepared and knowledgeable about items on the agenda, vendors, and Board policies
and procedures. Additionally, the ATBID Chairperson should be aware of the legalities
and practices regarding public advisory boards.
The Vice Chairperson is expected to act as ATBID Chairperson in case of absence.
Board Member Tom O’Malley has served as the Chairperson for the ATBID Board for
the previous term and the Chairperson seat is up for reelection for the 21/22 fiscal year.
Board Member Lucian Caprau had served as the Vice Chairperson for the ATBID Board
for a partial term and Board Member Patrica Harden was elected for the Interim Vice
Chairperson position. The Vice Chairperson seat is up for reelection for the 21/22 fiscal
year.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 8 of 39
ITEM NUMBER: B-2
DATE: 06/16/2021
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Tourism Political Action Ad Hoc Committee
RECOMMENDATION:
Review and provide staff direction on the creation of a Tourism Political Action Ad Hoc
Committee.
DISCUSSION:
During the April 2021 Atascadero TBID Advisory Board Meeting, Chairperson O’Malley
requested the opportunity to appoint an Ad Hoc committee to discuss political actions
related to the Tourism Industry.
Upon the request of Chairperson O’Malley, the Board will discuss the possibility of a
Tourism Political Action Ad Hod Committee that will be able to be activated when
necessary to help the Board take quick action in response to political opportunities and
decisions related to the Tourism Industry.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 9 of 39
ITEM NUMBER: B-3
DATE: 06/16/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit SLO CAL Events & Festivals Strategy MOU
RECOMMENDATION:
Review and provide staff direction on the Visit SLO CAL Events & Festivals Strategy
MOU.
DISCUSSION:
Over the next fiscal year, Visit SLO CAL and an external agency that specializes in
strategic planning, will be working with a dedicated work group, comprised of key
investors and partners within the tourism community, county and municipal stakeholders
as well as those involved with organizing and producing countywide events to create a
comprehensive Events and Festivals strategy. The purpose of the EFS is to do a full
analysis of existing tourism-related events and use those results to strategically outline
and inform when and where events take place, what type of events are needed and how
sponsorship of events should occur. By doing so, SLO CAL has the ability to eliminate
events during peak periods, reduce duplication across communities, establish and
streamline the event funding process and model, increase demand during off-season and
mid-week periods and assist the lodging community with yielding rate. All this, by design,
will reduce the overall impact on our local communities and increase the quality of life for
SLO CAL residents while creating consistent economic and tourism growth to the region
year-round versus only during peak seasons. It will also establish standards for identifying
future signature events - for pursuit and funding - that focus on SLO CAL’s strengths in
the areas of outdoor and coastal activities as well as food and wine.
The Events & Festival Strategy will be a resource to all destinations and will also provide
a master countywide event and festivals calendar that will be housed on Visit SLO CAL’s
website, www.slocal.com.
Next steps in order for Visit SLO CAL to implement the Events & Festivals Strategy is to
obtain a Memorandum of Understanding from each of the destinations to make sure
Page 10 of 39
ITEM NUMBER: B-3
DATE: 06/16/21
everyone is clear on the direction of the Strategy initiative. The main reason for this is to
ensure that each destination supports the strategy scope and the work to be done, as
well as adhere and utilize the strategy post-implementation.
After the approval of the Events & Festivals Strategy project scope and MOU, it would
then go to City Council sometime in July/ August for further review before being approved.
FISCAL IMPACT: None
ATTACHMENT:
1. Visit SLO CAL Events & Festival Strategy Presentation
2. Visit SLO CAL Events & Festivals MOU
Page 11 of 39
6/10/21
1
Atascadero TBID
June 16, 2021
1
EXPERIENCE SLO CAL 2050
INITIATIVES
DEMONSTRATE VALUE TO INVESTORS,
PARTNERS, STAKEHOLDERS &
COMMUNITIES
2
B-3ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 12 of 39
6/10/21
2
§FY 2022 -Events and Festivals Strategy
§An RFP was released for strategy development through a consultant
§Originally scheduled to begin in March, this effort has been delayed
§Three proposals received and being vetted
§The establishment of an Events and Festivals working group -comprised of key
investors and partners within the tourism community, all local DMOs, county
and municipal stakeholders as well as those involved with organizing and
producing countywide events -who will inform the development of the strategy
before becoming ambassadors and helping to lead the implementation and
adherence countywide
§Staff is working with the local destination partners on a draft MOU between Visit
SLO CAL and County/Cities for the development and implementation of the
work
§Each destination partner and any requested County/City staff would serve on
the working group to steer the outcome of the strategy
ESC 2050 INITIATIVES
3
§FY 2022 -Events and Festivals Strategy Includes:
§A focus on strategically leveraging events countywide to yield lodging rates
during key need periods
§Comprehensive analysis of existing Festivals and Events (quantity, quality,
community, scheduling, attendance (resident & visitor), satisfaction, diversity
and revenue) to inform working group of current situations, strengths and
weaknesses. Analysis includes:
§Identification of high impact rated events
§Event locations
§Identification of key off-season, mid-week periods (reducing gaps in the
calendar)
§Program sponsorship/funding
§Defined performance measures for continued advancement
ESC 2050 INITIATIVES
4
B-3ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 13 of 39
6/10/21
3
§FY 2022 -Events and Festivals Strategy Includes (Continued):
§Countywide events and festival documented business plan that
§Establishes strategies and planning for creating, incubating and facilitating
visitor-related events and festivals
§Achieves buy-in from investors, partners and stakeholders for
implementation
§Countywide Event calendar development, maintenance and adoption
ESC 2050 INITIATIVES
5
§FY 2022 -Events and Festivals Strategy Includes (Continued):
§Development and implementation of a countywide master calendar framework
to be built out and housed on the Visit SLO CAL website (SLOCAL.com) and be
accessible via application programing interface (API), or other functionality, to
investors, partners and stakeholders and be contributed to, used and adhered
to countywide for event planning and promotion (one countywide master event
calendar, accessible by all)
§Next steps:
§Complete draft MOU and send to County/Cities for approval - June/July
2021
§Presentations from selected agency – August 2021
§Agency presented to Board for contract approval –September 2021
§Work to begin – October 2021
ESC 2050 INITIATIVES
6
B-3ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 14 of 39
6/10/21
4
§Questions or Comments?
§Email:
§Melissa Murray, melissa@slocal.com
§Chuck Davison,chuck@slocal.com
ESC 2050 INITIATIVES
7
Page 15 of 39
B-3ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
MEMORANDUM OF UNDERSTANDING
This Memorandum of Understanding (the "MOU" or "Memorandum"), is effective from the date of signature (the
"Effective Date"), by and between Visit SLO CAL located at 1334 Marsh St, San Luis Obispo, California 93401 (the
"First Party"), and County of San Luis Obispo; City of Arroyo Grande; City of Atascadero; City of Grover Beach; City
of Morro Bay; City of Paso Robles; City of Pismo Beach; City of San Luis Obispo (the "Second Party"). First Party
and Second Party may be referred to individually as the "Participant", or collectively, the "Participants".
1.MISSION
The project on which the Participants are intending to collaborate, has the following intended mission
in mind:
Develop and implement a comprehensive and collaborative countywide business strategy for creating,
incubating and facilitating visitor-related events and festivals year-round, inspiring travel and
fostering our unique experiences to create life-long ambassadors and economic growth for SLO
CAL.
2.PURPOSE AND SCOPE
The Participants share a common purpose of aligning and guiding the diverse range of tourism, visitor and
hospitality related events and festivals by utilizing a countywide events and festival strategy and countywide
calendar. This will result in increased effectiveness of events and festivals to yield room revenues and
associated TOT in non-peak periods while reducing impact on resident quality of life.
3.OBJECTIVES
The Participants shall endeavor to collaborate to develop and establish policies and procedures that will
promote acceptance of a countywide events and festivals strategic business plan and a corresponding
countywide events calendar. The Events and Festival Strategy will provide strategic planning methods for
creating, incubating and facilitating visitor-related events and festivals. The Participants will inform the
development of the plan, and support the implementation and adoption of the plan as well as the
contribution, use and adherence to the calendar for event planning and promotion. This strategy will focus
on bringing positive economic contributions to SLO CAL and enhanced quality of life to residents.
4.RESPONSIBILITIES AND OBLIGATIONS OF THE PARTICIPANTS
The Participants intend to achieve the stated objectives through the following areas of cooperation:
Visit SLO CAL shall render and provide the following services that include, but are not limited to:
Visit SLO CAL will pay to engage a festival and events consultant to lead the development of the strategy
and countywide calendar deliverables.
Visit SLO CAL will facilitate a festival and events working group, comprised of key
B-3ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
2
Page 16 of 39
investors and partners within the tourism community, county and municipal stakeholders and those involved
with organizing and producing countywide events. This working group will include the leader of each local
DMO along with key city and county staff as requested and steer the development of the strategy.
Visit SLO CAL will perform overall meeting coordination and facilitation, and implement and carry out
actions pursuant to agreed objectives.
Visit SLO CAL will work with consultant to develop a countywide events calendar that can be
collaboratively used by organizations countywide through Application Programming Interface (API) or
similar technology.
Visit SLO CAL will help identify and work with local communities to attract the types of festivals and
events that would be most advantageous to the market by leveraging brand tenets and natural DNA of
the destination.
County of San Luis Obispo and the cities within shall render and provide the following services that include,
but are not limited to:
The County of San Luis Obispo; City of Arroyo Grande; City of Atascadero; City of Grover Beach; City of Morro
Bay; City of Paso Robles; City of Pismo Beach; City of San Luis Obispo will support and actively collaborate
in the development of the strategy including participation in the Events and Festivals Working Group.
The Participants in the working group will help inform and drive the outcomes of the strategy and the
framework for the countywide calendar.
Upon completion of the strategy and countywide calendar, the County of San Luis Obispo and cities within
will implement the strategy.
The County of San Luis Obispo and cities within will each designate a point person to be an ambassador
for the strategy and will ensure that organizers for tourism-related events are referencing the strategy
and countywide calendar during planning.
5.Compliance with Applicable Laws
All activities undertaken pursuant to this Memorandum of Understanding, and all personnel designated
by the Participants for the execution of those activities undertaken pursuant to this Memorandum of
Understanding are subject to all applicable laws, including all laws applicable in the jurisdiction where
the activities are performed. Such personnel, if visiting the other Participant to participate in an activity
pursuant to this Memorandum of Understanding, will not engage in any activity detrimental to this
Memorandum of Understanding.
6.Interpretation and Application
Any difference that may arise in relation to the interpretation or application of this Memorandum of
Understanding will be resolved through consultations between the Participants, who will endeavor in
good faith to resolve such differences.
B-3ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
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7.No Legal Rights or Remedies
Nothing in this MOU creates any legally cognizable or enforceable rights or remedies as to any
Participant. In no event will any disagreement arising under this MOU—including, but not limited to, any
alleged breach of, or nonperformance under, this MOU—give rise to any cause of action, or any legal or
equitable remedy, in any forum whatsoever. Nothing in this MOU waives any sovereign immunity, or
any other applicable immunity, that any Participant may otherwise enjoy.
This understanding is for the exchange of information and the development of a strategy to more
effectively manage events and festivals countywide. The exchange of information and development of
the strategy is solely to improve the results and impact of events and festivals countywide and improve
resident quality of life and does not serve as a basis for contract formation.
8.Final Provisions
This Memorandum of Understanding is effective from the date of its signature, for a six-year period,
unless renewed or extended by the Participants in the same manner that the Participants may otherwise
modify this MOU.
This Memorandum of Understanding is not transferable except with the written consent of the
Participants.
This Memorandum of Understanding may be modified at any time by mutual consent of all the
Participants. Any modification shall be made in writing and specify the date on which such modification
is to become effective.
The termination of this Memorandum of Understanding shall not affect the conclusion of the cooperation
activities that may have been initiated during the time this Memorandum of Understanding is in effect,
unless the Participants mutually decide otherwise.
It is expressly understood and agreed that this Memorandum of Understanding embodies the entire
understanding between the Participants regarding the MOU’s subject matter.
9.LIMITATION OF LIABILITY
No rights or limitation of rights shall arise or be assumed between the Participants as a result of the
terms of this Memorandum.
10.NOTICE
Any notice or communication required or permitted under this Memorandum shall be sufficiently
given if delivered in person or by certified mail, return receipt requested, to the address set forth in the
opening paragraph or to such address as one may have furnished to the other in writing.
B-3ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
2
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11.GOVERNING LAW
This Memorandum shall be governed by and construed in accordance with the laws of the State of
California and the County of San Luis Obispo.
12.AUTHORIZATION AND EXECUTION
The signing of this Memorandum does not constitute a formal undertaking, and as such it simply intends
that the signatories shall strive to reach, to the best of their abilities, the goals and objectives stated in this
MOU.
This Agreement shall be signed by all Participants and shall be effective as of the date first signed below.
X
Chuck Davison, CDME
President & CEO, Visit SLO CAL
X
Rebecca Campbell
Assistant County Administrative Officer, County...
X
Whitney McDonald
City Manager, City of Arroyo Grande
X
Rachelle Rickard
City Manager, City of Atascadero
B-3ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
2
Page 19 of 39
X
Matthew Bronson
City Manager, City of Grover Beach
X
Scott Collins
City Manager, City of Morro Bay
X
Greg Carpenter
Interim City Manager, City of Paso Robles
X
Jim Lewis
City Manager, City of Pismo Beach
X
Derek Johnson
City Manager, City of San Luis Obispo
B-3ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
2
Page 20 of 39
ITEM NUMBER: B-4
DATE: 06/16/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit SLO CAL Co-op Opportunities
RECOMMENDATION:
Review and provide staff direction on the 2021-2022 Co-op Opportunities from Visit SLO
CAL for Asset Development and EDI Research.
DISCUSSION:
The Visit SLO CAL Tourism Marketing District is offering several co-op opportunities for
consideration. Currently, Visit SLO CAL is working on the evolution of the branding
campaign, Life’s too Beautiful to Rush. They have an asset shoot planned for early
August, and following and attached are the co-op opportunities available.
1.Asset Development Co-op: Consider participation in Option 1 for $10,000 –
In an effort to continue developing our assets and have fresh content to use and
incorporate into our existing marketing efforts, this option offers ownership of all
the b-roll. We have access to these assets for three years and includes additional
paid media.
2.EDI Audience/Asset Alignment & Visitor Profile Study Co-op for up to
$7,500. Visit SLO CAL will be conducting an EDI (Equity, Diversity & Inclusion)
Study, in conjunction with a Visitor Profile Study, beginning in June with work
completed in early August 2021. At this time, they are in final negotiations with
the research vendor. As part of this work, they are offering each destination the
opportunity to supplement the findings of the EDI study and separately the Visitor
Profile Study with issues specific to our area and interests. The group conducting
the survey is flexible and if the questions we are asking are already covered, we
will not have to pay and the team will guide us in the development of the
questions.
FISCAL IMPACT: Up to $17,500
ATTACHMENT:
1.VSC Shoot-Asset Co-op
Page 21 of 39
ITEM NUMBER: B-4
DATE: 06/16/21
2.EDI VSP Co-op
Page 22 of 39
D ATE: 6/1/21 C LIENT: VSC J OB #: NA
TITLE: FY22 Shoot/Asset Co-op Scenarios
R EV: 1 CC: Cathy Tull, Chuck Davison
OVERVIEW
Visit SLO CAL is in development of a new Life’s Too Beautiful to Rush® brand campaign consisting of Hero Brand assets and House of Brands assets.
Hero Brand assets will tell the overarching SLO CAL brand story and bring the
Living Vividly messaging strategy to life, with House of Brands assets presenting
distinct experiences in Arroyo Grande, Atascadero, Grover Beach, Morro Bay, Paso Robles, Pismo Beach, San Luis Obispo and along the Highway 1 Discovery
Route.
This work will include a 5-day photography and video shoot throughout the region the first week of August.
SLO CAL Campaign Assets
•:60 / :30 / :15 / :06 Video Assets
•Display Banners / Social Media / Native
o SLO CAL Hero Brand assets
o SLO CAL House of Brands assets
•Custom Digital
o SLO CAL Hero Brand assets
Asset Development & Distribution Co-op
Based on the recent survey and marketing retreat discussion, there is interest from the individual DMOs in an asset development co-op.
Following are options for consideration by partner destinations. A partner may
wish to pursue one or more of these based on individual budgets/needs. All contracts/LOAs will be issued by VSC and all funds will bill through VSC.
OPTION 1: CO-OP VIDEO ASSETS — $10,000
•Creation of destination-specific video assets within the new SLO CALbrand campaign to augment display, native and social assets.
•Includes Visit SLO CAL distribution of video assets within the paid mediacampaign (retargeting people who viewed SLO CAL brand video).
SLO CAL Campaign Assets: Hero Brand SLO CAL Campaign Assets: House of Brands House of Brands Co-op Assets
•A suite of assetsincluding video,
display, native and
social that tells theoverarching SLO CAL
brand story
•A suite of display,native and social
assets that promotesindividual destinationexperiences
•(1) :15 video asset
•(3) :06 video assets
B-4ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 23 of 39
PAGE: 2
2
NOTE: The blue shaded boxes indicate SLO CAL campaign assets that will be deployed as part of the VSC media plan. The orange shaded box is a plus-up for
destination partners who want to see video assets as part of what VSC deploys
in the overarching campaign; the subject matter of these video assets and talent will be the same as what is shot for the SLO CAL brand campaign, not
different set-ups or talent. These assets can also be used by the participating
partner in their own campaigns if desired.
OPTION 2: CO-OP VIDEO ASSETS EXPANDED DISTRIBUTION — $10,000 (and up
based on partner interest)
•Leveraged media buy-in for expanded distribution of destination video
assets within VSC campaign.
•Three (3) months of activity across Facebook, Instagram, YouTube, SpotX,etc. based on investment level (actual media channels TBD).
OPTION 3: ADD-ON HERO SHOOT DAY (A CREW) — $50,000
•Visit SLO CAL is investing in a full scale shoot with a production company
working under the direction of Mering.
•This team will be focused on capturing footage and still imagery to beused in the new SLO CAL brand campaign. Set-ups with talent will becaptured around the region.
•Partners have the option of adding one (1) day to the SLO CAL hero shootto focus on their destination. This will include the full crew, agency and
talent for three (3) set-ups (to be developed in collaboration with
partner).
•Timing:
o Visit SLO CAL to share approved campaign direction withpartners — week of 6/14
o Co-op partner commitment due — 6/25
o Co-op partner participation form due — 7/6
o Pre-production — 7/7-7/30
o Travel/tech — 7/31-8/2
o Hero shoot — 8/3-8/8
o Partner add-on day(s) — week of 8/9
OPTION 4: B-ROLL VIDEO SHOOT DAY (B CREW) — $15,000
•One day location shoot to capture b-roll footage within individualdestination.
•Includes videographer, equipment and usage rights.
•Participating partner will be responsible for orchestration includinglocation selection, permitting (if required) and talent (if required).
B-4ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
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PAGE: 3
3
OPTION 5: B-ROLL VIDEO & PHOTOGRAPHY SHOOT DAY (B CREW) — $20,000
•One day location shoot to capture b-roll footage and still imagery within
individual destination.
•Includes videographer/photographer, equipment and usage rights.
•Participating partner will be responsible for orchestration including
location selection, permitting (if required) and talent (if required).
B-4ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 25 of 39
EDI Audience and Asset Alignment Study Co-op
Visitor Profile Study Co-op
Visit SLO CAL will be conducting an EDI Study, in conjunction with a Visitor Profile Study,
beginning in June with work completed in early August. We are in final negotiations with the
research vendor. As part of this work, we would like to offer you the opportunity to
supplement the findings of the EDI study and separately the Visitor Profile Study with issues
specific to your area and interests.
The base study will provide a solid foundation for destination partners to build upon and take
advantage of the scope and sample size that is funded through Visit SLO CAL’s efforts. Each
partner may add five questions to each questionnaire. These questions will be analyzed with
the information collected in the base study and each partner will receive a companion report(s)
focused on their specific data.
The cost for partners to add five questions is $2,500 per study.
A second option is to probe further using video interviews. This qualitative tool is an affordable
alternative to focus groups and offer several key advantages. The participants are recruited at
the end of the quantitative survey and invited to take a follow-up video survey. They are
selected based on criteria established by Visit SLO CAL and the destination partner(s). They
receive a survey link via email and video record their responses, at a time convenient to them,
using a custom survey platform.
The cost for destination partners for 10 video interviews is $2,500 per study.
The EDI study will address what visitors and potential visitors are looking for in regards to travel
in the diversity space. The first part of the study will compare the “ideal” vacation with ratings
of the destination among past visitors and by familiarization based on what the destination has
to offer. This will provide a baseline of insights for each community. The survey will include
products such as wineries, beaches, unique restaurants, independent shops, and other specific
activities, and attributes such as fun, welcoming, safe, accepting. The findings will provide
insight into what products drive interest for diverse visitors.
The second part of the research study will be done through facilitated discussions with
destinations themselves on what they have to offer in regards to current product. The finds will
provide a gap analysis specific to participating destinations.
The Visitor Profile study will provide market segmentation and identify motivations for current
and potential visitors. The work will provide visitor profiles and personas as well as inform
marketing priorities.
B-4ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
2
Page 26 of 39
All contracts/LOAs will be issued through Visit SLO CAL and funds will be billed through Visit SLO
CAL.
B-4ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
2
Page 27 of 39
ITEM NUMBER: B-5
DATE: 06/16/2021
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Mid State Fair Sponsorship Opportunities
RECOMMENDATION:
Review and provide staff direction on approving the 2021 Mid-State Fair Sponsorship
Opportunity.
DISCUSSION:
The California Mid State Fair has reached out with a similar package to what the ATBID
and City have been a part of in the past with the exception of the busses. They are
looking to bring back a similar fair to what we have grown to love with everything from
carnival rides, live entertainment, local bands, contests, awards, food, merchants and
the livestock program. They are working on the fair being more normal than not normal
as far as what to expect. They are following COVID-19 safety guidelines from booth
spacing to controlled attendance numbers and a major effort to keep visitors,
employees, participants and volunteers safe!
Some of the things that have changed due to COVID-19 are as follows:
Ø Two busses operating for Paso Robles vs. over 10 plus Atascadero, they will
bring this back in 2022.
Ø Wine & Craft Beer Concert evenings cancelled due to the issue with having to
distance tables, which means reducing attendance by half and not allowing folks
that have been a part of it for years to not be able to attend.
Ø Five Main Concerts with two already being filled the two Friday evenings so far
with more to come.
Ø Rodeo moving to the Hearst Equestrian Center and a scaled back event.
Ø Showcase of Cities
In the past, the sponsorship has been shared with the City, and with this year’s scaled
down version of the fair due to the busses, the sponsorship has been reduced from
$15,000 to $7,500. The City has expressed an interest in sharing that expense.
FISCAL IMPACT: Up to $3,750
ATTACHMENT:
1.Mid State Fair Sponsorship 2021
Page 28 of 39
CALIFORNIA MID-STATE FAIR – P.O.BOX 8, PASO ROBLES, CA 93447
TOM KEFFURY TK@MIDSTATEFAIR.COM 805-459-5530
SPONSORSHIP DETAILS (not official agreement)
CITY OF ATASCADERO/VISIT ATASCADERO
6500 PALMA AVENUE, ATASCADERO, CA 93422
TERRIE BANISH – (805) 235-2539 – tbanish@atascadero.org
Scope of Work
Contractor agrees to provide to the State, California Mid-State Fair, in Paso Robles, California, the
following sponsorship:
Contractor agrees to:
1.) Pay to the State the sum of $7,500 cash per year of agreement, no later than July 1, 2021.
2.) Term of this agreement is JAN 1, 2021 – DEC 31, 2021.
3.) All sponsorship monies shall be paid in full no later than and in amounts no less than the payment
terms listed above in Item 1. Sponsorship benefits may be revoked or paused if any scheduled
payment is not made on time and in full.
In exchange for the above, State agrees to provide the Contractor with the following:
1.) Advertising & Exposure
a.Business Listing in Official Daily Schedule.
b. Business Logo/Link on CMSF Website (www.midstatefair.com).
c.Signage – (All signs shall be supplied to the State by Contractor using lightweight, 1/4-inch
corrugated plastic material for sign. State will hang sign(s) at no charge to Contractor.
Contractor to maintain, update and/or replace sign should sign fade or new logo is needed)
i.One (1) Equestrian Center (4’ x 8’) Sign.
2.) Hospitality
a.Twelve (12) Single-Day Admission Passes which will give you complimentary admission
one day of the Fair.
b.Two (2) Season VIP/Photo Passes which will give you complimentary admission each day of
the Fair.
c.One (1) VIP Parking Pass which will give you complimentary admission to the Oak Tree
Lot, located on Riverside Avenue, across the street from the South Gate Entrance/Exit.
d.Access to our outdoor Sponsor Reception Area, which features light appetizers,
complimentary water/soda, and a full no-host bar (concert ticket required).
e.$750 VIP Ticket Credit which will allow you to purchase concert tickets, admission passes
and/or carnival ride tickets. All concert tickets will be in our sponsor hold section.
3.) Special Programming
a.Contractor to be sponsor of Craft Beer Tasting & Awards and as such shall receive
name/logo on all custom beer glasses, marketing, and promotion.
b. Contractor to be sponsor of Apple Pie Baking Contest and as such shall receive name/logo
on all marketing and promotional materials. Contractor can also tap into the judging of the
contest, and/or offer supporting promotional prizes.
B-5ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 29 of 39
INSURANCE
In the event Sponsorship includes display space or physical access to the fairgrounds, Sponsor shall be responsible to provide proof of insurance set forth in State
of California Standard Agreement.
SPECIAL TERMS AND CONDITIONS
EVACUATION ORDER
The California Mid-State Fair, along with all other large venue public gathering places and events around the country have been advised by Federal, State and
Local Authorities that an emergency evacuation of the premises may be ordered by any of these authorities at any time. This decision would be driven by
information available to those authorities that:
(1)May not be available to the California Mid-State Fair, or may be classified by those authorities, and therefore the California Mid-State Fair would
not be able to share it with our exhibitors, contractors, participants, guests, or renters;
(2) Could arise out of an actual or threatened act of terrorism;
(3) Could arise from any number of natural disasters, or other public safety concerns the authorities have for the safety of the general public at our Fair
or at our facility, property, grounds, or parking areas.
If an evacuation order occurs, you will be asked to leave the premises immediately. The law does not only require your cooperation, but for your own safety and
the safety of others, common sense demands your full cooperation. The Paso Robles Police Department and/or Fair staff/security personnel will direct the
evacuation. We are further advised that any evacuation order given will be for personnel only! No other property, animals, trailers, merchandise, equipment, etc.
will be allowed off the premises. This is to allow the most efficient and speedy evacuation of the public from the threatened area. If an evacuation order is given,
do not attempt to remove anything other than yourselves and, if applicable, your immediate means of transportation.
The evacuation plan calls for designated law enforcement personnel, California Mid-State Fair management, staff, or volunteers to remain on the grounds to
secure the facility and premises.
In the unlikely case an evacuation occurs, the California Mid-State Fair will exercise every reasonable effort to care for property, animals, commercial exhibits,
merchandise, etc. until the authorities remove the evacuation order and the public is allowed back into the facility. No one will be allowed back on the grounds
until the authorities have given the approval to return. The California Mid-State Fair staff/security personnel along with the Paso Robles Police Department will
enforce the order in strict accordance with instructions from the authorities.
The State of California, Sixteenth District Agricultural Association, California Mid-State Fair, its directors, officers, agents, servants, nor employees cannot, and
will not, be held liable or responsible for any loss or damage to any Contractor’s, exhibitor’s, or patron’s personal property, equipment, merchandise, animals,
exhibits, etc. during or after any such event.
By entering into this agreement Contractor hereby agrees to indemnify, defend and save harmless the State of California, Sixteenth District Agricultural
Association, California Mid-State Fair, its officers, agents and employees from any and all claims and losses accruing or resulting to any and all contractors,
subcontractors, suppliers, laborers, participant, exhibitor, and any other person, firm or corporation attending, or participating in, any activity or event covered
under this agreement and from any and all claims and losses accruing or resulting to any person, firm or corporation who may be injured or damaged in the
performance of this Agreement.
RIGHT TO TERMINATE
The State reserves the right to terminate this agreement subject to 30 days’ written notice to the Contractor. Contractor may submit a written request to terminate
this agreement only if the State should substantially fail to perform its responsibilities as provided herein.
However, the agreement can be immediately terminated for cause. The term “for cause” shall mean that the Contractor fails to meet the terms, conditions, and/or
responsibilities of the contract. In this instance, the contract termination shall be effective as of the date indicated on the State’s notification to the Contractor.
This agreement may be suspended or cancelled without notice, at the option of the Contractor, if the Contractor or State’s premises or equipment are destroyed by
fire or other catastrophe, or so substantially damaged that it is impractical to continue service, or in the event the Contractor is unable to render service as a result
of any action by any governmental authority.
FORCE MAJEURE
Neither party shall be liable to the other for any delay in or failure of performance, nor shall any such delay in or failure of performance constitute default, if such
delay or failure is caused by “Force Majeure.” As used in this section, “Force Majeure” is defined as follows: Acts of war and acts of god such as earthquakes,
floods, and other natural disasters such that performance is impossible.
PREPARED BY TOM KEFFURY ~ 805-459-5530 ~ TK@MIDSTATEFAIR.COM
B-5ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 30 of 39
ITEM NUMBER: B-6
DATE: 06/16/2021
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Detailed Quarterly Marketing Report
RECOMMENDATION:
Receive and file the Detailed Quarterly Marketing Report.
DISCUSSION:
With the stay-at-home order lifted in late January and modifications to the state travel
advisory, Verdin was able to reactivate our standard marketing tactics. This included
three e-newsletters and the launch of our new paid media creative. All three newsletters
outperformed the industry average of 20%, with an average open rate of 31%. A new
tactic was initiated in the paid space, pre-roll conversion video ads giving us direct data
on in-market visits. The campaign was able to track 190 visits to Atascadero between
the months of March-May that interacted with our video ad.
We continued activating our recovery program which included six local
business spotlights highlighting photos, fun facts, and general information with a call to
support local. This program is served on the Visit Atascadero Instagram channel and
reached more than 2,500 people.
Lastly, Verdin is preparing the fiscal year 2022 marketing plan and needs your
assistance. Please take the below survey by 9 am on Tuesday, June 15 as Verdin will
be collecting insights from the lodging partners to inform marketing decisions this next
year.
https://www.surveymonkey.com/r/marketing2022
FISCAL IMPACT:
None.
ATTACHMENTS:
1.February 2021 – May 2021 Stat Summary Report
Page 31 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
MARKETING STAT SUMMARY
ATASCADERO TBID
February – May 2021
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,666
Impressions: 190,393
Organic: 27,754
Paid: 162,094
Engagements: 22,910
Top Post: Make your heart happy here
Engagements: 3,121
Main audience: Women 65+, living in Los Angeles
and the Central Valley
WEB ANALYTICS (2021 vs. 2020)
WEBSITE TRAFFIC
Page Views:
35,534 vs. 34,106 (+4%)
New Visitors:
12,958 vs. 18,755 (-31%)
Total Sessions:
15,525 vs. 21,762 (-29%)
Mobile Views: 7,973 (-16%)
Desktop Views: 4,754 (-48%)
Pages Per Session: 2.29 (+46%)
Time on Site: 001:14 (+93%)
ACQUISITION
Social: 724 (-80%)
Direct: 2,963 (-64%)
Organic: 8,840 (+27%)
Referral: 843 (-3%)
GEOGRAPHIC LOCATION
Atascadero: 1,965 (+2%)
Los Angeles: 1,536 (-8%)
Paso Robles: 1,387 (+4%)
San Francisco: 1,146 (+2%)
San Luis Obispo: 398 (+1%)
San Jose: 380 (+111%)
San Diego: 143 (-24%)
Arroyo Grande: 139 (+21%)
Sacramento: 133 (-13%)
Fresno: 113 (-38%)
PAGE VIEWS
Home: 4,271 (+61%)
Things to Do: 3,698 (+99%)
Parks: 2,362 (+113%)
Events: 2,029 (-8%)
Downtown: 1,382 (+156%)
INSTAGRAM AND TWITTER
Instagram Followers: 3,136
New Followers: 211
Likes received: 3,243
Comments received: 64
Engagement Rate: 6.0%
Main audience: Women 35-44 on the Central Coast
Twitter Followers: 331
Engagements: 86
Main audience: Men ages 35-44
B-6ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 32 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
SOCIAL MEDIA ACTIVITES
LOCAL BUSINESS SPOTLIGHT
Verdin featured six local businesses in the Local Business Spotlight campaign: Country Touch Café, Traffic
Record Store, Bloom N’ Grow, Sylvester’s Burgers, Wild Fields Brewery and Bramble Pie Company. Each
spotlight included an intro and outro slide, along with three photo slides highlighting the business with
photos and general information. These were shared between the months of February and May on the Visit
Atascadero Instagram story.
Local Spotlight Results:
Story Taps Forward: 2,092
Impressions: 2,582
Average Reach per Story: 413
B-6ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 33 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
E-NEWSLETTER ANALYTICS
Verdin reactivated the email marketing campaign tactic in
the month of February. In total, Verdin sent three e-
newsletters during this timeframe. They were sent out on
February 11, March 31 and May 13. The e-newsletter included
sections that highlighted date ideas, shopping, outdoor
activities, local dining and the Faces of Freedom Veterans
Memorial.
Below are the results:
February March
Open Rate: 32% Open Rate: 28%
Click Rate: 2.1% Click Rate: 2.0%
Clicks: 31 Clicks: 29
May
Open Rate: 33%
Click Rate: 2.1%
Clicks: 31
B-6ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 34 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
PAID MEDIA ANALYTICS
Verdin relaunched the paid media plan in March, featuring new family and outdoor creative assets. A new
tactic, pre-roll conversion video ads, sent traffic to the family itinerary and outdoor itinerary pages on the
Visit Atascadero website. These ads were served to the drive markets of Los Angeles, Central Valley, and
San Francisco. Below are the collective results.
CONVERSION VIDEO ADS
Family:
Impressions: 274,517 Clicks: 760 CTR: 0.28% In-Market Visits: 79
Outdoor:
Impressions: 274,114 Clicks: 1,064 CTR: 0.39% In-Market Visits: 111
B-6ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 35 of 39
ITEM NUMBER: B-7
DATE: 06/16/2021
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Detailed Quarterly Budget Report
RECOMMENDATION:
Receive and file Detailed Quarterly Budget Report.
DISCUSSION:
The 2020/21 Fiscal Year Budget shows all expenditures through April 30, 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 April 30, 2021.
The TOT Report shows that TOT is following the trend of showing lower numbers in the
3rd quarter of the fiscal year; however, TOT is tracking higher compared to the 3rd quarter
of last year.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.2020/21 ATBID Budget
2.Fund Summary
3.TOT Report
Page 36 of 39
GL #
REVENUE PROJECTIONS July August September October November December January February March April 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$ 9,402.00$ 174,274.00$ $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$ $750.00 7,750.00$ $9,375.00
2106 Verdin 885.90$ 2,002.90$ 1,288.30$ 1,588.90$ 1,585.30$ 915.20$ 556.50$ 1,093.00$ $515.90 $1,375.10 11,807.00$ $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$ $200.00 6,845.00$ $8,625.00
2202 Financial Management 500.00$ 500.00$ 500.00$ 500.00$ 250.00$ 650.00$ 350.00$ 500.00$ 550.00$ $250.00 4,550.00$ $8,512.00
2203 Strategy 280.00$ 280.00$ 900.00$ 280.00$ 600.00$ 300.00$ 1,000.00$ 900.00$ 900.00$ $600.00 6,040.00$ $3,675.00
2204 COVID 1,000.00$ 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$ $47.95 1,116.50$ $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 $1,781.40 15,717.40$ $18,800.00
2404 E-Newsletter 41.99$ 41.99$ 611.29$ 42.00$ 43.19$ 299.09$ 43.19$ 638.89$ $370.39 $35.99 2,168.01$ $3,700.00
2500 Advertising $64,576.00 24.86%
2501 Planned Media Buys 488.94$ 104.65$ 6651.56 $11,430.96 $7,051.68 25,727.79$ $50,000.00
2502 Reactive Advertising & Co-Ops 1,000.00$ 1,000.00$ $10,000.00
2503 Verdin Media Retainer 128.00$ 128.00$ 236.30$ $58.00 $1,000.00 1,550.30$ $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$ $450.00 3,700.00$ $5,000.00
2900 Recovery Plan $40,000.00 15.40%
2901 Social Videos 960.80$ 792.70$ 617.40$ 120.00$ $98.10 2,589.00$ $10,000.00
2902 Social Takeover Management 302.10$ 244.10$ 833.20$ 529.60$ 787.60$ $99.80 2,796.40$
2903 Recovery Campaigns/Giveaways $703.40 $10,000.00
2904 Public Relations Tactics 465.60$ 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$ 14,443.42$ 120,418.41$ $259,753.00
Cash Reserves $58,000.00
Funds Unallocated $270,517.00
Total Budget $588,270.00
ATBID 2020/21 BUDGETED P&L
B-7ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
1
Page 37 of 39
6/10/21
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL 2020-2021 BUDGETED
2014-2015 2015-2016 2016-2017 2017-2018 2018-2019 2019-2020 through 04/30/2021 2020-2021
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 278,184$ 224,609$ 174,274$ 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 164,104 246,536 268,231 276,875 287,815 235,462 174,295 331,440
EXPENSES
6050000 Office Expense - 5,164 - - - - - 1,000
6070000 Advertising 3,450 86,914 91,005 144,521 178,720 120,110 30,027 160,000
6400000 Operating Supplies - 1,217 120 - - - - 500
6500000 Contract Services 26,173 105,314 138,414 172,938 143,482 120,525 78,853 151,250
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 1,743 3,270
Total Expenses 31,243 206,020 232,639 323,636 325,408 242,881 110,623 316,450
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (37,593) (7,419) 63,672 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$ 337,338$ 271,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-7ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
2
Page 38 of 39
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 348,012.06$ 275,644.27$ 230,099.05$ 853,755.38$
B-7ITEM NUMBER:
DATE: ATTACHMENT:06/16/21
3
Page 39 of 39