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website, www.atascadero.org. Contracts and Resolutions will be allocated a number once they are
approved by the ATBID Board. The Minutes of this meeting will reflect these numbers. All documents
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office. All documents will be available for public inspection by appointment during City Hall business
hours.
DISTRICT REGULAR MEETING AGENDA
ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT
www.atascadero.org.
ATBID agendas and minutes may be viewed on the City's website:
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1(669) 900-6833 (Webinar ID: 892 5622 Passcode: 704345)
Members of the public are highly encouraged to use the link above or may call
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HOW TO OBSERVE THE MEETING:
Page 1 of 60
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, October 20, 2021 at 2:30 P.M.
Video Conference:
https://us02web.zoom.us/j/89256223646?pwd=RnNFSk5JZ1BpUFl5cFdqK28zRU90dz09
Meeting ID: 892 5622 3646; Passcode: 704345
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Patricia Hardin, SpringHill Suites by Marriott
Vice Chairperson Corina Ketchum, Home 2 Suites by Hilton
Board Member Deana Alexander, The Carlton Hotel
Board Member, Tom O’Malley, Portola Inn
Board Member Amar Sohi, Holiday Inn Express and Suites
APPROVAL OF AGENDA:
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address
the Board on any matter not on this agenda and over which the Board has jurisdiction.
Speakers are limited to three minutes. Please state your name for the record before making
your presentation. The Board may take action to direct the staff to place a matter of business
on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless
changed by the Board.
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – Monthly ATBID Meeting, September 15, 2021
Recommendation: Approve the Draft Action Minutes of the Monthly Meeting,
September 15, 2021. [City Staff]
B. BUSINESS ITEMS
1. Atascadero Crime Prevention Presentation
Recommendation: Receive and file event Crime Prevention presentation by the
Atascadero Police Department on tips and ways to handle crime related incidents.
[City Police Dept.]
Fiscal Impact: None.
Page 2 of 60
2. Garagiste Festival Event Update
Recommendation: Receive and file event planning progress presentation for the
upcoming 10th Annual Garagiste Festival in November. [Garagiste Events, Inc.]
Fiscal Impact: None.
3. Visit SLO CAL House of Brands Logo Application
Recommendation:
a.) Review and discuss the Visit SLO CAL presentation for the new House of
Brands logo application.
b.) Provide approval of the logo application or provide staff further direction.
[Visit SLO CAL/Verdin]
Fiscal Impact: None
4. Quarterly Marketing Report
Recommendation: Receive and file the updated Quarterly Marketing Report.
[Verdin]
Fiscal Impact: None
5. Budget Report
Recommendation: Receive and file the updated Budget Report. [City/Verdin]
Fiscal Impact: None.
C. UPDATES
1. Visit SLO CAL Updates – Camille Silvera
2. Administrative Services Update – City Manager’s Office
3. Marketing Update – Verdin Marketing
4. City Business Update & Short Term Rental Update – City Manager’s Office
5. Chamber & BID (Downtown) Update – Josh Cross
D. BOARD MEMBER COMMENTS
E. FUTURE AGENDA ITEMS
1. Short Term Rental Contract & Program Review.
2. Presentation from City’s Finance Department to provide a review of the ATBID
budget and next steps to the monthly platform.
3. Update on the status of the Visit SLO CAL Events & Festivals MOU.
4. Economic Development Update for the City of Atascadero.
5. Space Port Presentation by Mayor Martin & Mayor Moreno.
6. Political/Action Topics Presentation by the Mayor and/or County Supervisor.
F. ADJOURNMENT
Page 3 of 60
ITEM NUMBER: A-1
DATE: 10/20/21
Atascadero TBID
September 15, 2021
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
Wednesday, September 15, 2021 at 2:30 P.M.
Video Conference:
https://us02web.zoom.us/j/83266663847?pwd=LzhvbVZoM3NGMDhLdmI1MU5neUwrQT09
Meeting ID: 832 6666 3847; Passcode: 675980
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Harden called the meeting to order at 2:34 p.m.
Present: By Teleconference - Chairperson Harden, Vice Chairperson Ketchum,
and Board Members Alexander, O’Malley and Sohi
Absent: None
Staff Present: By Teleconference - Deputy City Manager/Outreach Promotions
Terrie Banish, Marketing Consultant Ashlee Akers and Deputy City
Clerk Amanda Muther
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Board Member Sohi
to approve the agenda.
Motion passed 5:0 by a roll call vote
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
Chairperson Harden closed the Public Comment period.
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – Monthly ATBID Meeting, August 18, 2021
Recommendation: Approve the Draft Action Minutes of the Monthly Meeting,
August 18, 2021. [City Staff]
Page 4 of 60
ITEM NUMBER: A-1
DATE: 10/20/21
Atascadero TBID
September 15, 2021
Page 2 of 4
2. ATBID Draft Action Minutes – Special Meeting, September 1, 2021
Recommendation: Approve the Draft Action Minutes of Special Meeting,
September 1, 2021. [City Staff]
MOTION: By Board Member Alexander and seconded by Board Member Sohi
to approve the consent calendar.
Motion passed 5:0 by a roll call vote
B. BUSINESS ITEMS
1. Central Coast Craft Beer Festival Event Update
Recommendation: Receive and file event planning progress presentation for the
3rd Annual Central Coast Craft beer festival. [En Fuego Events/ CC Brewers Guild]
Fiscal Impact: None.
Event organizer, Andres Nuno gave the presentation and answered questions from the
Board.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
The Central Coast Craft Beer Festival event update
was received and filed.
2. Atascadero Fall Festival Event Update Presentation
Recommendation: Receive and file event planning progress presentation for the
first Atascadero Fall Festival. [En Fuego Events]
Fiscal Impact: None.
Andres Nuno with En Fuego Events gave the presentation and answered questions from
the Board. Deputy City Manager Banish and Interim CEO & President of the Atascadero
Chamber of Commerce, Josh Cross, also answered questions from the Board.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
The Atascadero Fall Festival event update presentation
was received and filed.
3. Visit Atascadero Promotional Materials
Recommendation: Approve up to $5,000 to purchase Visit Atascadero
promotional materials and provide staff direction on the types of promotional
material to be ordered. [City]
Fiscal Impact: Up to $5,000.
Page 5 of 60
ITEM NUMBER: A-1
DATE: 10/20/21
Atascadero TBID
September 15, 2021
Page 3 of 4
Deputy City Manager Banish gave the presentation and answered questions from the Board.
Marketing Consultant Akers also answered questions from the Board and received enough
direction to look into several popular options.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
MOTION: By Board Member O’Malley and seconded by Board Member Sohi
to approve up to $5,000 to purchase Visit Atascadero promotional
materials.
Motion passed 5:0 by a roll call vote
4. Budget Report
Recommendation: Receive and file the updated Budget Report. [City]
Fiscal Impact: None.
Deputy City Manager Banish gave the presentation and answered questions from the Board.
Marketing Consultant Akers also provided a brief update and reviewed marketing
spreadsheets (Exhibit A).
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
The Budget Report was received and filed.
C. UPDATES
5. Chamber & Business Improvement District Update – Interim CEO & President of the
Atascadero Chamber of Commerce, Josh Cross, provided Chamber updates on
Bridgeworks expansion and a variety of anticipated and scheduled upcoming events.
1. Visit SLO CAL TMD Update – Board Member Sohi stated he had no updates.
2. Visit SLO CAL Marketing Committee Update – Deputy City Manager Banish provided
a brief update on the topics discussed at the last Visit SLO CAL Marketing Committee
meeting and advised that Camille Silvera of Visit SLO CAL would be providing Visit
SLO CAL Marketing Committee updates on a go forward.
3. Administrative Services Update – Deputy City Manager Banish provided a brief
update on the status of the Destination Management Administrative Services RFP.
4. City Business Update – Deputy City Manager Banish gave an update on various
upcoming events in the City.
D. BOARD MEMBER COMMENTS – None.
Page 6 of 60
ITEM NUMBER: A-1
DATE: 10/20/21
Atascadero TBID
September 15, 2021
Page 4 of 4
E. FUTURE AGENDA ITEMS
1. Garagiste Sponsorship Update
2. Wine Speak Update
3. Atascadero Business Community Crime Prevention
4. Short Term Rental Review – Host Compliance/ Granicus
5. Presentation from City’s Community Development Department
6. Update on the status of the Visit SLO CAL Events & Festivals MOU
7. Political/Action Topics Presentation by the Mayor and/or County Supervisor
F. ADJOURNMENT:
Chairperson Harden adjourned the meeting at 4:17 p.m.
MINUTES PREPARED BY:
______________________________________
Amanda Muther
Deputy City Clerk
The following exhibits are available for review in the City Clerk’s office:
Exhibit A – Marketing spreadsheets, provided by Verdin Marketing
APPROVED:
Page 7 of 60
ITEM NUMBER: B-1
DATE: 10/20/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Atascadero Crime Prevention Presentation
RECOMMENDATION:
Receive and file event Crime Prevention presentation by the Atascadero Police
Department on tips and ways to handle crime related incidents.
DISCUSSION:
The Atascadero Police Department will provide a presentation about what to do in the
event of a robbery or other crime related activities. APD will share how to go about
reporting and what to look for as well as share the most recent trends and crime related
activities they are seeing in Atascadero.
This is an opportunity for the Board to ask questions and discuss any concerns they
might have where it relates to employee and guest safety.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 8 of 60
ITEM NUMBER: B-2
DATE: 10/20/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Garagiste Festival Event Update
RECOMMENDATION:
Receive and file event planning progress presentation for the upcoming 10 th Annual
Garagiste Festival in November.
DISCUSSION:
On March 17, 2021 the Garagiste Festival was approved by the ATBID Board for an event
sponsorship of $5,000, with the requirement that at least one event takes place in
Atascadero.
The Garagiste Festival event team will provide an update of the event with the number of
tickets sold, wineries and event details of the Festival itself along with the newly added,
“Rare & Reserve Event” taking place at the Pavilion on the Lake on Friday, November
12th, 2021.
FISCAL IMPACT:
None. Committed to $5,000 sponsorship for 2021.
ATTACHMENTS:
Garagiste Festival Pre-Event Marketing Update.
Page 9 of 60
Garagiste Festival Pre-Event Marketing Update
The marketing campaign for the upcoming Garagiste Festival is in full swing, and is
resulting in robust ticket sales – noticeably ahead of previous festivals. We are
anticipating a complete sell-out.
- Weekend Passes and VIP tickets are already sold out.
- Friday, November 12th Rare and Reserve Event - Pavilion on the Lake.
We are already 50% sold out for this event with four weeks left to go. Sales typically
accelerate as we get closer to the event, so we’re ahead of the curve this year.
Total sales are 80% from outside of SLO County (including 5 other states), which is
also ahead of our normal ratio of about 74% tourists
Our first press release went out on September 16 and featured Atascadero
prominently and repeatedly. Here’s a link:
https://www.winebusiness.com/news/?go=getArticle&dataId=251192
Below are examples of the dedicated E-blast, social media posts, and website
placements focusing on Atascadero.
Thanks again for your support!
Doug Minnick and Stewart McLennan,
Co=Founders
ITEM NUMBER: B-2
DATE: 10/20/21
ATTACHMENT: 1
Page 10 of 60
ITEM NUMBER: B-2
DATE: 10/20/21
ATTACHMENT: 1
Page 11 of 60
The town and Pavilion on the Lake are also featured on our website with our Hotel
Sponsors:
Featured on our Festival event page:
ITEM NUMBER: B-2
DATE: 10/20/21
ATTACHMENT: 1
Page 12 of 60
ITEM NUMBER: B-2
DATE: 10/20/21
ATTACHMENT: 1
Page 13 of 60
ITEM NUMBER: B-3
DATE: 10/20/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit SLO CAL House of Brands Logo Application
RECOMMENDATION:
Review and discuss the Visit SLO CAL presentation for the new House of Brands logo
application. Provide approval of the logo application or provide staff further direction.
DISCUSSION:
The Visit SLO CAL Tourism Marketing District is working towards an evolution of the
House of Brands logo application. Each of the destinations (DMO’s) in our County have
individual brands, like Visit Atascadero, that represent our individual communities and
their personalities. SLO CAL has worked to incorporate the individ ual DMO identities into
a consistent branding effort to reflect our County and poise us to have more of a distinct
identity that is recognized among the major travel areas in California.
The SLO CAL brand is made up of a myriad of individual destination identities without
SLO CAL as a master brand clearly connected to the individual DMO brands. In pursuit
of the goal to become as well-defined, well-known and well-loved as Southern California,
So Cal, and Northern California Nor Cal, the House of Brands initiative was created to tie
the myriad of individual destination identities together. A clearer connection between all
the individual destinations/brands will provide greater clarity to the consumer between the
communities and SLO CAL.
The Visit Atascadero House of Brands logo application is provided here for review and
discussion on how the Board would like to see it incorporated and presented with the SLO
CAL House of Brands.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Visit Atascadero Logo Mock-up
2. September Marketing Committee HOB Presentation
Page 14 of 60
ITEM NUMBER: B-3
DATE:
ATTACHMENT:
10/20/21
1
Page 15 of 60
Marketing Committee Meeting
September 10, 2021
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 16 of 60
House of Brands
Co-op Branding
LEAD THE COUNTY TOURISM INDUSTRY
IN A COLLABORATIVE RESILIENCE
PLANNING EFFORT
AMPLIFY AND STEWARD THE SLO CAL
BRAND THROUGH UNIFIED EFFORTS
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 17 of 60
BHAG In pursuit of our big hairy audacious goal (BHAG): for San Luis
Obispo County, SLO CAL, to become as well-defined, well-
known and well-loved as Southern California, So Cal, and
Northern California, Nor Cal.
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 18 of 60
SLO CAL House of BrandsBUSINESS ITEMS
The SLO CAL brand is made up of a myriad of
individual destination identities without SLO CAL
as a master brand clearly connected to the
individual DMO brands.
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 19 of 60
BUSINESS ITEMSBUSINESS ITEMS
SLO CAL House of Brands
*Ragged Point, Cayucos,
Los Osos, Oceano, Nipomo
& Edna Valley, plus those
with individual brand
identities
A myriad of
individual
destination
identities
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 20 of 60
BUSINESS ITEMS
SLO CAL House of Brands
Lack of Brand Integration:
SLO CAL as the master brand
is not clearly connected to the
individual brands
Lack of clarity: number of
individual brands/ destinations
and how they relate to each
other can create confusion
CURRENT STATE
Greater Integration: a clear
connection between all the
individual destinations/ brands
and SLO CAL
Greater Clarity:providing
a clear relationship between
the communities and SLO CAL
FUTURE STATE
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 21 of 60
BUSINESS ITEMSBUSINESS ITEMS
SLO CAL Brand Identity Evolution
As part of the SLO CAL Brand Refresh we sought to
address challenges with the current SLO CAL logo, while
developing a new construct that works in service to the
SLO CAL House of Brands.
SLO CAL Brand Identity Evolution
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 22 of 60
BUSINESS ITEMSBUSINESS ITEMS
SLO CAL Brand Identity Evolution
CURRENT PRIMARY BRAND LOGO NEW PRIMARY BRAND LOGO
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 23 of 60
BUSINESS ITEMSBUSINESS ITEMS
SLO CAL Primary Brand Logo
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 24 of 60
SLO CAL is home to many unique towns and a
kaleidoscope of cultures all linked by one local spirit.
House of BrandsBUSINESS ITEMS
COMMUNITY
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 25 of 60
BUSINESS ITEMSBUSINESS ITEMS
House of Brands Partner Logo
•Community denotes both place (town/city) and people
Many unique towns +the people who live there =
a distinct and vibrant community.
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 26 of 60
BUSINESS ITEMSBUSINESS ITEMS
Partner Lockups
•Use of a hand-drawn "carrot"shares the same aesthetic as the SLO CAL logo: laid back and a
little gritty
•Versus a typical dividing line used in partner logo lock-ups,the carrot symbolizes being a part of
something larger
___________ is a community of SLO CAL.
SLO CAL
Destination Logo
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 27 of 60
BUSINESS ITEMS
Partner Lockups
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 28 of 60
BUSINESS ITEMSBUSINESS ITEMS
House of Brands Integration
House of Brand Partner
Lock-up
Include partner lock-up in
website header.
Destination Logo
Adaptation
Include “A Community of SLO
CAL” in destination logo.
House of Brands
Partner Logo
Include partner logo in
footer of destination
website.
Optimal
adoption
in pursuit
of BHAG
Minimal
adoption
Adoption
Spectrum
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 29 of 60
Thank you!
ITEM NUMBER: B-3
DATE: 10/20/21
ATTACHMENT: 2
Page 30 of 60
ITEM NUMBER: B-4
DATE: 10/20/21
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:
Quarter one (July-September) is our planning season for the upcoming fiscal year.
Verdin uses this time to analyze research, collect data and industry trends to update and
enhance the destination's marketing plan. Through the partnership with Visit SLO CAL, Visit
Atascadero engaged in a research program gaining insights with visitor perceptions and
within the area of EDI. The research project concluded at the end of September and Verdin
is utilizing those findings to develop the Fall campaign, media plan and tactics for owned and
earned media.
Verdin continued to execute marketing tactics this quarter including email marketing, social media
and content development. This included three e-newsletters which outperformed the industry
average of 20%, with an average open rate of 32.4%. Over the past three months, the Visit
Atascadero Instagram account has gained 211 new followers and received an engagement rate
of 5.1%. The Facebook page generated 200,216 impressions, and Twitter continued to see an
increase in followers and engagements, up 103% from the previous quarter.
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 was served on the Visit Atascadero Instagram channel and had an average reach
of 129 people per slide.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. July 2021 – September 2021 Stat Summary Report
2. Atascadero EDI & VP SLO CAL Research Results August 2021
Page 31 of 60
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
MARKETING STAT SUMMARY
ATASCADERO TBID
July – September 2021
FACEBOOK
Facebook Fans: 6,689
Impressions: 200,216
Organic: 40,965
Paid: 158,109
Engagements: 20,032
Top Post: Hot El Camino Cruise Nite
Engagements: 2,374
Main audience: Women 35-44, in SLO County and
the Central Valley
WEB ANALYTICS (2021 vs. 2019)
WEBSITE TRAFFIC
Page Views:
64,591 vs. 66,434 (-3%)
New Visitors:
23,054 vs. 30,466 (-24%)
Total Sessions:
30,866 vs. 40,230 (-23%)
Mobile Views: 15,723 (-30%)
Desktop Views: 7,207 (+0.7%)
Pages Per Session: 2.09 (+27%)
Time on Site: 001:16 (+49%)
ACQUISITION
Social: 1,294 (-85%)
Direct: 4,663 (-35%)
Organic: 14,971 (+19%)
Referral: 3,290 (+10%)
GEOGRAPHIC LOCATION
Atascadero: 4,474 (+2%)
Paso Robles: 3,292 (+39%)
San Francisco: 3,140 (-18%)
Los Angeles: 3,031 (-37%)
San Luis Obispo: 963 (-9%)
San Jose: 565 (+32%)
Arroyo Grande: 303 (+11%)
Morro Bay: 240 (+15%)
Sacramento: 229 (-27%)
Santa Maria: 218 (+46%)
San Diego: 208 (-64%)
PAGE VIEWS
Home: 5,713 (+33%)
Things to Do: 5,877 (+69%)
Parks: 2,341 (+27%)
Events: 6,023 (-32%)
Downtown: 1,922 (+99%)
INSTAGRAM AND TWITTER
Instagram Followers: 3,301
New Followers: 211
Likes received: 3,064
Comments received: 252
Engagement Rate: 5.1%
Main audience: Women 35-44 on the Central Coast
Twitter Followers: 349
Engagements: 132
Main audience: Men ages 35-44
SOCIAL MEDIA ANALYTICS
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 1
Page 32 of 60
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
SOCIAL MEDIA ACTIVITES
LOCAL BUSINESS SPOTLIGHT
Verdin featured six local businesses in the Local Business Spotlight campaign: The Poisoned Apple, Bloke,
Back Porch Bakery, Indigo Clothing, Ancient Owl Beer Garden and Galaxy Theaters. Each spotlight included
an intro and outro slide, along with three slides highlighting the business with photos and general
information. These were shared between the months of July and September on the Visit Atascadero
Instagram story.
LOCAL SPOTLIGHT RESULTS:
Impressions: 2,474
Average Reach per Story: 129
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 1
Page 33 of 60
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
E -NEWSLETTER ANALYTICS
Verdin sent three e-newsletters between July and September. They
were sent out on July 21, August 17 and September 7. The e-
newsletters included sections that highlighted California Wine
Month, community events, outdoor activities and local dining.
Below are the results:
July August
Open Rate: 34% Open Rate: 32.9%
Click Rate: 4.9% Click Rate: 2.6%
Clicks: 108 Clicks: 60
September
Open Rate: 30.3%
Click Rate: 3.5%
Clicks: 86
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 1
Page 34 of 60
Equity, Diversity & Inclusion
Asset Alignment Study and
Visitor Profile
August 2021
Atascadero
1
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 35 of 60
Background
•Visit SLO CAL conducted two studies with SMARInsights to update and
complement existing research.
—The EDI Audience & Asset Alignment Study will help to clarify SLO
CAL’s image among diverse audiences and identify motivators for
potential visitors in each section. This study will help VSC identify
gaps in product offerings to inform tourism development initiatives.
—The Visitor Profile Study has several objectives that go beyond
describing past visitors and trip characteristics. This study is a
forward-looking initiative that uses knowledge of past visitation to
identify high-value potential visitor segments to inform marketing
strategies.
—These studies were conducted concurrently so that the segments in
the EDI data could be compared to the general population in the
Visitor Profile sample.
•Communities within San Luis Obispo County partnered with Visit SLO CAL
to supplement the survey with questions of specific interest to each
community. This report is specific to the supplemental partner questions
sponsored by Atascadero.
2
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 36 of 60
Methodology
•The Visitor Profile surveys were administered from July 1-20,
2021. A total of 2,776 surveys were completed with travelers
in California and selected Fly markets, as shown at right.
•The EDI surveys were conducted from July 9-August 4, 2021.
A total of 1,199 interviews were completed. The study focused
on five specific audience segments:
—Black travelers
—Hispanic travelers
—Asian travelers
—Travelers with disabilities
—LGBTQ+ travelers
•For all groups, respondents were screened to be 18 or older,
leisure travelers, and travel decision makers for their
households.
3
Traveler Group*Surveys
Black 258
Hispanic 388
Asian 334
LGBTQ+328
People with disabilities 318
Market EDI
Surveys
Visitor
Profile
Surveys
Los Angeles 276 638
San Francisco 124 481
Other California 138 484
Fly Markets: Phoenix,
Seattle, Denver, Dallas,
Portland, Chicago, Salt
Lake City, Las Vegas
514 1,173
Other Markets 147
*Respondents could belong to multiple groups.
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 37 of 60
Insights
•The City of Atascadero is less familiar to travelers than other parts of San Luis Obispo County. The
City is most familiar to Hispanic travelers. Asian travelers are the least familiar with the destination
and they are the least likely to say Atascadero is Very Appealing.
•For those travelers who are familiar with the City, 80% say it is an appealing place to visit, and
appeal is strong across diverse segments.
•The destination is known for its scenic beauty and proximity to wineries and the coast. Atascadero
appeals to people who want to get away from it all and are not looking for an active destination.
But a lack of attractions and the presence of the prison can lessen its appeal as a place to visit.
•The strongest positioning statement for the City is “Atascadero offers the opportunity to have a
relaxed experience where you can feel more like a local than a tourist.” This statement receives
more “Very Appealing” ratings than the others that were evaluated.
•Eight in 10 travelers say Atascadero is “good” or better for safety, tolerance and diversity.
4
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 38 of 60
Familiarity
•The City of Atascadero measured familiarity in both the EDI and Visitor Profile Studies to compare the
diversity segments and the general population.
•One -third of Californians are familiar with Atascadero, compared to 1 in 5 of those surveyed in Fly markets.
Familiarity in each of these geographic segments is similar among diverse and general population travelers.
•Hispanic travelers report the highest level of familiarity with the City.
5
7%4%
25%
17%
CA FLY
Very familiar Somewhat familiar
6%9%4%5%7%7%
19%
26%
18%22%18%15%
Black Hispanic Asian LGBTQ+People with
Disabilities
General
Population
How familiar are you with the City of Atascadero?
Very familiar Somewhat familiar
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 39 of 60
Appeal
•Among those who are familiar with the destination, 80% say Atascadero is an
appealing place to visit.
•The City’s strongest appeal is among familiar Black travelers, but there are more
Hispanic travelers who are familiar with the destination and find it appealing.
6
57%
40%27%28%40%
35%55%67%64%47%
Black Hispanic Asian LGBTQ+General Population
How appealing is Atascadero as a place to visit?
Very appealing Somewhat appealing
Asked only in Visitor Profile
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 40 of 60
Reasons Appealing
•Travelers who are familiar with Atascadero and rate it as Somewhat or Very Appealing often
mention beautiful scenery as a reason for their rating. The City is associated with being near
wineries and the coast.
7
I used to live in SLO so I am very familiar
with the entire area. Atascadero was not as
interesting as other cities in SLO.
It is picturesque and
out of the way and I
imagine it will be more
affordable than more
touristy locations.
Many of my friends have visited
there and I have seen their
pictures.
I like the little shops there, they
have great restaurants, hiking trails.
Just very relaxing place to go.
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 41 of 60
Reasons Not Appealing
•Travelers who are familiar with Atascadero and do not find it appealing mostly say there is
not enough to do. Some mention the prison and the heat as reasons they find the City
unappealing.
8
I'm a California native who visited
Atascadero in my 20's to visit a person of
romantic interest. While I don't have any
negative feels about the city, I also don't
have an interest in returning. I would stop
for lunch, but not much more.
It seemed like a small town
with not much to do.
It has a state prison. I can't
think of why this would be
a good city to visit.It is hot and boring
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 42 of 60
Positioning Statements
•Among those who are familiar with Atascadero, each of the positioning statements is appealing.
Diverse audiences and the general population view them similarly.
•Small Town Charm & History and Culinary Charm are the most appealing options, but Escape
Outdoors is close behind. Exploring with Kids is a popular choice for parents (next slide).
9
32%37%29%29%37%44%37%41%
33%27%27%22%
34%31%34%30%
Diverse
Segments
General
Population
Diverse
Segments
General
Population
Diverse
Segments
General
Population
Diverse
Segments
General
Population
Escape Outdoors Exploring with Kids Small Town Charm & History Culinary Charm
How appealing are each of the following options in Atascadero?
5 - Very Appealing 4 - Appealing
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 43 of 60
Positioning Statements
•Not surprising, Exploring with Kids is
more appealing to parents.
•But Small Town Charm & History and
Culinary Charm are equally appealing for
this group.
•Exploring with Kids could be a good
strategy for niche audiences and when
promoting family-friendly experiences.
Otherwise, this option is the least
effective option overall and does not
outperform the other statements for
those who travel with kids.
10
69%74%75%73%
63%
43%
72%70%
Escape
Outdoors
Exploring with
Kids
Small Town
Charm &
History
Culinary Charm
% Appealing/Very Appealing
Kids No Kids
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 44 of 60
Positioning Statements
11
•Small Town Charm & History is most appealing for the general population, Hispanic travelers, and LGBTQ+
travelers. Culinary Charm is the most appealing position for Asian travelers.
•Black travelers rate each of the statements lower than other segments. Culinary Charm is the favorite for this
segment.
•Hispanic travelers consistently rate statements and images related to the outdoors higher than other traveler
segments.
63%59%61%66%71%63%
77%74%
55%52%
62%
71%63%
49%
73%72%
55%50%
67%68%65%
51%
75%71%
Escape Outdoors Exploring with Kids Small Town Charm & History Culinary Charm
Somewhat and Very Appealing
Black Hispanic Asian LGBTQ+People with Disabilities General Population
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 45 of 60
Positioning Idea
•Overall, 80% of familiar diverse travelers find the idea of a
relaxed local experience Appealing, and 50% say it is Very
Appealing.
•This position works well with every segment and can be a
motivating marketing message.
12
Atascadero offers
the opportunity
to have a relaxed
experience
where you feel
more like a local
than a tourist.
53%59%37%47%55%
20%27%
37%37%23%
Black Hispanic Asian LGBTQ+People with
Disabilities
How appealing is that idea for a leisure trip?
5-Very Appealing 4-Appealing
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 46 of 60
Likelihood of Visiting
13
14%6%5%6%8%
38%51%52%45%45%
42%36%32%40%31%
Black Hispanic Asian LGBTQ+People with Disabilities
Knowing that these activities are available in Atascadero, how likely are you to visit in
the next couple of years?
Already planning a trip Very likely Somewhat likely
•Based on the descriptions in the positioning statements, familiar travelers report high
likelihood to visit. (Less than 1 in 4 travelers are familiar with Atascadero.)
•The marketing challenge is to provide reasons to choose Atascadero over other options.
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 47 of 60
Safe | Tolerant
•More than 80% of familiar visitors in each segment rated the City of Atascadero
as “good” or better for being a safe and welcoming destination.
•Ratings are also positive for being viewed as a place that is tolerant of
differences.
14
31%34%26%30%29%
31%38%
34%36%35%
27%23%29%26%27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Black Hispanic Asian LGBTQIA Disabled
Is a place I would feel safe
Excellent Very good Good
LGBTQ+ People with
Disabilities
36%29%25%23%26%
20%33%32%33%31%
23%31%30%36%27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Black Hispanic Asian LGBTQIA Disabled
A place that is tolerant of differences
Excellent Very good Good
LGBTQ+ People with
Disabilities
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 48 of 60
Diverse | Accommodating
•Because these attributes are strongly correlated with each other, we don’t see dramatic differences in the
ratings.
•Positive ratings for accommodating people with disabilities indicates that Atascadero is not perceived to have a
barrier to visitation. However, marketing messages to people with disabilities should include more overt
messages and visual cues that help this audience assess the accessibility of experiences in the destination.
15
33%29%21%27%32%
28%35%34%34%26%
22%29%33%30%28%
0%
20%
40%
60%
80%
100%
Black Hispanic Asian LGBTQIA Disabled
A diverse place
Excellent Very good Good
LGBTQ+ People with
Disabilities
34%27%21%22%28%
22%30%32%30%24%
34%35%36%35%33%
0%
20%
40%
60%
80%
100%
Black Hispanic Asian LGBTQIA Disabled
Accommodates people with disabilities
Excellent Very good Good
LGBTQ+ People with
Disabilities
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 49 of 60
Questions
16
Visitor Profile EDI
ITEM NUMBER: B-4
DATE: 10/20/21
ATTACHMENT: 2
Page 50 of 60
ITEM NUMBER: B-5
DATE: 10/20/21
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Budget Report
RECOMMENDATION:
Receive and file updated Budget Report.
DISCUSSION:
The August 2021 ATBID summary and expenditure report shows the expenditures that
have been submitted through August 2021. The FY2021 has not been finalized, and will
continue to be updated as the City is on an accrual basis. The ATBID/ Verdin Marketing
Expenditure Report has also been included to show the expense detail summary for the
marketing area. In addition, the Tourism TOT report is included showing the TOT
revenues to date.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. ATBID Summary 21-22
2. ATBID Expenditure Detail report FY 2022
3. ATBID Budget Spreadsheet - Verdin Marketing Tactics & Paid Media
4. Tourism TOT Report
Page 51 of 60
10/07/2021
CITY OF ATASCADERO
1
1:40PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 08/31/2021
Periods: 0 through 2
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
*** Title Not Found ***0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6000000 Operating Services and Supplies
0000.6050000 Office Expense
0000.6050000 Office Expense 0.00 0.00 250.00 0.00 250.00 0.00
Total Office Expense 0.00 0.00 0.00 0.00 250.00 250.00
0000.6070000 Advertising
0000.6070000 Advertising 0.00 0.00 165,000.00 0.00 165,000.00 0.00
0000.6077025 Digital Media Advertising 0.00 0.00 0.00 0.00 0.00 0.00
47.95 7/1/2021 ap IN 12784
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 168159
100,000.00 7/1/2021 po PO 02453
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
1,128.43 7/31/2021 ap IN 10360
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 168923
-1,128.43 7/31/2021 po LI 10360
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
47.95 8/5/2021 ap IN 12841
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 168431
1Page:
ITEM NUMBER: B-5
DATE: 10/20/21
ATTACHMENT: 1
Page 52 of 60
10/07/2021
CITY OF ATASCADERO
2
1:40PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 08/31/2021
Periods: 0 through 2
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
*** Title Not Found ***0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6077025 Digital Media Advertising (Continued)
616.77 8/31/2021 ap IN 10420
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 168923
-616.77 8/31/2021 po LI 10420
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
1,841.10 1,841.10 0.000000.6077025 Digital Media Advertising 98,254.80 -100,095.90 0.00
0000.6077060 Advertising 0.00 0.00 0.00 0.00 0.00 0.00
18,000.00 7/1/2021 po PO 02453
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
3,750.00 7/11/2021 ap IN 210120
235Line Description: 2021 SPONSORSHIP
Vendor: 04221 CALIFORNIA MID-STATE FAIR Check # 168314
12,500.00 7/21/2021 ap IN 13950
235Line Description: AUGUST 2021 EDI STUDY~
Vendor: 00406 VISIT SLO CAL Check # 168505
16,250.00 16,250.00 0.000000.6077060 Advertising 18,000.00 -34,250.00 0.00
Total Advertising 81.42 18,091.10 18,091.10 116,254.80 30,654.10 165,000.00
0000.6400000 Operating Supplies
Total Operating Supplies 0.00 0.00 0.00 0.00 0.00 0.00
0000.6500000 Contract Services
0000.6500000 Contract Services 0.00 0.00 140,000.00 0.00 140,000.00 0.00
2Page:
ITEM NUMBER: B-5
DATE: 10/20/21
ATTACHMENT: 1
Page 53 of 60
10/07/2021
CITY OF ATASCADERO
3
1:40PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 08/31/2021
Periods: 0 through 2
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
*** Title Not Found ***0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6501125 Promotions Consultants (Continued)
0000.6501125 Promotions Consultants 0.00 0.00 0.00 0.00 0.00 0.00
82,000.00 7/1/2021 po PO 02453
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
5,785.90 7/31/2021 ap IN 10360
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 168923
-5,785.90 7/31/2021 po LI 10360
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
5,223.50 8/31/2021 ap IN 10420
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 168923
-5,223.50 8/31/2021 po LI 10420
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
11,009.40 11,009.40 0.000000.6501125 Promotions Consultants 70,990.60 -82,000.00 0.00
Total Contract Services 58.57 11,009.40 11,009.40 70,990.60 58,000.00 140,000.00
0000.6600000 Professional Development
0000.6600000 Professional Development 0.00 0.00 430.00 0.00 430.00 0.00
Total Professional Development 0.00 0.00 0.00 0.00 430.00 430.00
0000.6740000 Business Development
Total Business Development 0.00 0.00 0.00 0.00 0.00 0.00
3Page:
ITEM NUMBER: B-5
DATE: 10/20/21
ATTACHMENT: 1
Page 54 of 60
10/07/2021
CITY OF ATASCADERO
4
1:40PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 08/31/2021
Periods: 0 through 2
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
*** Title Not Found ***0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6900000 Department Service Charges
0000.6900000 Administration 0.00 0.00 2,860.00 0.00 2,860.00 0.00
Total Department Service Charges 0.00 0.00 0.00 0.00 2,860.00 2,860.00
Total Operating Services and Supplies 70.12 29,100.50 29,100.50 187,245.40 92,194.10 308,540.00
0000.7000000 Special Purchases, Projects, and Studies
0000.7600000 *** Title Not Found ***
Total Special Purchases, Projects, and Studies 0.00 0.00 0.00 0.00 0.00 0.00
70.12 29,100.50 29,100.50 187,245.40 92,194.10 308,540.00Total Atascadero Tourism Bus Improv Dist
Grand Total 29,100.50 29,100.50 70.12 187,245.40 92,194.10 308,540.00
4Page:
ITEM NUMBER: B-5
DATE: 10/20/21
ATTACHMENT: 1
Page 55 of 60
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL*2021-2022 BUDGETED
2015-2016 2016-2017 2017-2018 2018-2019 2019-2020 6/30/2021 through 08/31/2021 2021-2022
REVENUES
41530.6300 Taxes and Assessments 241,078$ 267,507$ 275,295$ 278,184$ 224,609$ 277,287$ 3,678$ 292,320$
45920.0003 Assessment Penalties - - - - 133 - - -
46110.0000 Investment Earnings 5,458 724 1,580 9,631 10,720 - - 6,950
Total Revenue 246,536 268,231 276,875 287,815 235,462 277,287 3,678 299,270
EXPENSES
6050000 Office Expense 5,164 - - - - - - 250
6070000 Advertising 86,914 91,005 144,521 178,720 120,110 43,142 18,091 165,000
6400000 Operating Supplies 1,217 120 - - - - - -
6500000 Contract Services 105,314 138,414 172,938 143,482 120,525 106,295 11,009 140,000
6600000 Professional Development - 425 425 425 - - - 430
6740000 Business Development 5,000 - 3,000 - - - - -
6900000 Administration 2,411 2,675 2,753 2,782 2,246 2,773 37 2,860
Total Expenses 206,020 232,639 323,636 325,408 242,881 152,210 29,137 308,540
NET INCOME/(LOSS)40,516 35,592 (46,761) (37,593) (7,419) 125,077 (25,460) (9,270)
BEGINNING AVAILABLE BALANCE 289,333 329,849 365,441 318,679 281,086 273,667 398,744 256,830
ENDING AVAILABLE BALANCE 329,849$ 365,441$ 318,679$ 281,086$ 273,667$ 398,744$ 373,285$ 247,560$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
10/14/2021
ITEM NUMBER: B-5
DATE: 10/20/21
ATTACHMENT: 2
Page 56 of 60
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL*2021-2022 BUDGETED
2015-2016 2016-2017 2017-2018 2018-2019 2019-2020 6/30/2021 through 07/31/2021 2021-2022
REVENUES
41530.6300 Taxes and Assessments 241,078$ 267,507$ 275,295$ 278,184$ 224,609$ 274,396$ -$ 292,320$
45920.0003 Assessment Penalties - - - - 133 99 - -
46110.0000 Investment Earnings 5,458 724 1,580 9,631 10,720 - - 6,950
Total Revenue 246,536 268,231 276,875 287,815 235,462 274,495 - 299,270
EXPENSES
6050000 Office Expense 5,164 - - - - - - 250
6070000 Advertising 86,914 91,005 144,521 178,720 120,110 43,142 16,298 165,000
6400000 Operating Supplies 1,217 120 - - - - - -
6500000 Contract Services 105,314 138,414 172,938 143,482 120,525 106,295 - 140,000
6600000 Professional Development - 425 425 425 - - - 430
6740000 Business Development 5,000 - 3,000 - - - - -
6900000 Administration 2,411 2,675 2,753 2,782 2,246 2,744 - 2,860
Total Expenses 206,020 232,639 323,636 325,408 242,881 152,181 16,298 308,540
NET INCOME/(LOSS)40,516 35,592 (46,761) (37,593) (7,419) 122,314 (16,298) (9,270)
BEGINNING AVAILABLE BALANCE 289,333 329,849 365,441 318,679 281,086 273,667 395,981 256,830
ENDING AVAILABLE BALANCE 329,849$ 365,441$ 318,679$ 281,086$ 273,667$ 395,981$ 379,683$ 247,560$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
10/14/2021
ITEM NUMBER: B-5
DATE: 10/20/21
ATTACHMENT: 2
Page 57 of 60
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 06/30/2021 2020-2021
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 278,184$ 224,609$ 259,066$ 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 164,104 246,536 268,231 276,875 287,815 235,462 259,086 331,440
EXPENSES
6050000 Office Expense - 5,164 - - - - - 1,000
6070000 Advertising 3,450 86,914 91,005 144,521 178,720 120,110 43,142 160,000
6400000 Operating Supplies - 1,217 120 - - - - 500
6500000 Contract Services 26,173 105,314 138,414 172,938 143,482 120,525 106,295 151,250
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 2,591 3,270
Total Expenses 31,243 206,020 232,639 323,636 325,408 242,881 152,028 316,450
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (37,593) (7,419) 107,059 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$ 380,726$ 271,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
10/14/2021
ITEM NUMBER: B-5
DATE: 10/20/21
ATTACHMENT: 2
Page 58 of 60
VISIT ATASCADERO
MARKETING EXPENSES - FISCAL YEAR 2021-2022
Budget: $200,000 | Updated 10/11/2021
DETAILED SPENDING Actual Actual Actual Projected Projected Projected Projected Projected Projected Projected Projected Projected
Description Budget July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL
Strategy/Marketing Plan/Meetings $26,000 $2,075.50 $1,173.70 $1,125.70 $6,000.00 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $3,000.00 $3,625.10 $26000.00
Creative Development $30,000 $981.30 $1,122.98 $3,427.82 $4,467.90 $2,500.00 $2,500.00 $2,500.00 $2,500.00 $2,500.00 $2,500.00 $2,500.00 $2,500.00 $30000.00
Website Updates $3,000 $1,000.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $250.00 $3000.00
Social Media $18,000 $1,516.50 $1,509.30 $1,422.20 $1,552.00 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $18000.00
E-Newsletter $12,000 $1,000.69 $1,217.59 $983.69 $1,000.00 $1,000.00 $1,000.00 $1,000.00 $1,000.00 $1,000.00 $1,000.00 $1,000.00 $798.03 $12000.00
Public Relations $5,000 $279.10 $380.00 $1,500.00 $1,500.00 $1,340.90 $5000.00
Media Planning $4,000 $330.10 $112.60 $636.00 $321.30 $300.00 $300.00 $500.00 $300.00 $300.00 $300.00 $300.00 $300.00 $4000.00
Media Cost $82,000 $1,010.24 $425.00 $424.99 $14,639.77 $15,000.00 $5,500.00 $5,000.00 $5,000.00 $10,000.00 $10,000.00 $10,000.00 $5,000.00 $82000.00
Reactive Media $20,000 $5,000.00 $5,000.00 $5,000.00 $5,000.00 $20000.00
SUMMARY: ACTUAL TO BUDGET
Monthly Budget July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June TOTAL
Monthly Totals $200,000 $6,914.33 $5,840.27 $8,400.40 $28,980.97 $28,550.00 $17,550.00 $12,250.00 $13,550.00 $17,050.00 $22,050.00 $19,890.90 $18,973.13 $200,000.00
Added Value/No Charge
ITEM NUMBER: B-5
DATE: 10/20/21
ATTACHMENT: 3
Page 59 of 60
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 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$ 241,653.81$ 489,896.45$ 1,355,206.59$
ITEM NUMBER: B-5
DATE: 10/20/21
ATTACHMENT: 4
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