HomeMy WebLinkAboutTBID_2022-01-19_AgendaPacket
Copies of the staff reports or other documentation relating to each item of business referred to on
the Agenda are on file in the office of the City Clerk and are available for public inspection on our
website, www.atascadero.org. Contracts 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
submit ted by the public during ATBID meetings that are either read into the record or referred to in
their statement will be noted in the Minutes and available for review by contacting the City Clerk's
office. All documents will be available for public inspection 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:
for resolving reasonable accommodation requests.
as possible while also maintaining public safety in accordance with the City procedure
best efforts to provide reasonable accommodations to afford as much accessibility
hours prior to the meeting or time when services are needed. The City will use their
Clerk’s Office at cityclerk@atascadero.org or by calling 805-470-3400 at least 48
Any member of the public who needs accommodations should contact the City
and provide public comment via phone or submit written public comments
to listen
meeting,
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email comments will not be read into the record.
but will be forwarded to the ATBID Board following the meeting. Please note,
the comment will still be included as a part of the administrative record of the
Members of the public are highly encouraged to use the link above or may call
HOW TO SUBMIT PUBLIC COMMENT:
https://us02web.zoom.us/j/81654417690?pwd=eWp2cHpUc29FTDdSSzhpVXhUQklGQT09.
the meeting will be available for public participation through the following link
of the email.The comments will be forwarded to the ATBID Board and be
comments must identify the Agenda Item Number in the subject line
to cityclerk@atascadero.org by 9:00 am on the day of the meeting. Such email
be made a part of the administrative record. If a comment is received after the
deadline for submission deadline for submission but before the close of the
To maximize public safety while still maintaining transparency and public access,
HOW TO OBSERVE THE MEETING:
1(669) 900-6833 (Webinar ID: 816 544 17690; Passcode: 265250)
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, January 19, 2022 at 2:30 P.M.
Video Conference:
https://us02web.zoom.us/j/81654417690?pwd=eWp2cHpUc29FTDdSSzhpVXhUQklGQT09
Meeting ID: 816 5441 7690
Passcode: 265250
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, November 17, 2021
• Recommendation: ATBID Board approve the Draft Action Minutes of the
Monthly Meeting, November 17, 2021. [City Staff]
B. BUSINESS ITEMS
1. Central Coast Craft Beer Festival Event Recap 2021 & Event Sponsorship
Request 2022
• Recommendations:
1. Receive recap of the marketing results of the October 23rd Central Coast
Craft Beer Festival and new special event request for March 2022.
2. Provide staff direction on the sponsorship request for the March 2022
Central Coast Craft Beer Festival event. [CC Brewer’s Consortium]
• Fiscal Impact: $5,000.
Page 1 of 81
2. Atascadero Fall Festival Event Recap & Event Sponsorship Request 2022
• Recommendations:
1. Receive recap of marketing results from the first Atascadero Fall Fest and
new special event request for November 2022.
2. Provide staff direction on the sponsorship request for the November 2022
Atascadero Fall Festival event. [En Fuego Events]
• Fiscal Impact: $10,000.
3. New Bovine Classic Event for Sponsorship Review
• Recommendation: ATBID Board discuss and provide staff direction on
sponsorship of the new Bovine Classic and investment level. [City]
• Fiscal Impact: Up to $10,000.
4. TOT Collection Software Billing & Short-Term Rental Platform Review
• Recommendations:
1. Review next steps for the TOT Collection Software Billing platform and
how the short-term rental works with that program. [City]
• Fiscal Impact: Approx.$17,000 Annually
2. Review the current Short-Term Rental program and provide staff direction
on renewal given the opportunity with the new billing software. [City]
• Fiscal Impact: $5,135 Annually
5. Scope of Work for City Administrative Services for ATBID
• Recommendation: ATBID Board receive and file the City’s “Scope of Work”
for Administrative Services for ATBID starting January 2022. [City]
• Fiscal Impact: $27,500 Annually
6. Marketing Plan Summary & Detailed Quarterly Marketing Report
• Recommendation: ATBID Board receive and file the Marketing Plan
Summary and detailed Quarterly Marketing Report. [Verdin]
• Fiscal Impact: None
7. Budget Overview & Monthly Report
• Recommendation: ATBID Board receive and file Budget Report.
[City/Verdin]
• Fiscal Impact: None.
C. UPDATES
1. Visit SLO CAL Updates – Restaurant Month & SLO Cal Crafted – Camille Silvera
2. Marketing Update – Verdin Marketing
3. City Business & Administrative Update – City Manager’s Office
4. Chamber & BID (Downtown) Update – Josh Cross
D. BOARD MEMBER COMMENTS
Page 2 of 81
D. FUTURE AGENDA ITEMS
1. Political/Action Topics Presentation by the Mayor and/or County Supervisor
2. Update on the status of the Visit SLO CAL Events & Festivals MOU
3. Economic Development Update for the City of Atascadero.
4. Space Port Presentation by Mayor Martin & Mayor Moreno.
5. Atascadero Lakeside Wine Festival Passport Update & 2022 Event Presentation.
6. Garagiste Festival Event Recap & 2022.
F. ADJOURNMENT
Page 3 of 81
ITEM NUMBER: A-1
DATE: 01/19/22
Atascadero TBID
November 17, 2021
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
Wednesday, November 17, 2021 at 2:30 P.M.
Video Conference:
https://us02web.zoom.us/j/89516162242?pwd=aXVXTjZ0Yi9pYmhoRXNRQmZqaTZadz09
Meeting ID: 895 1616 2242; Passcode: 162977
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Harden called the meeting to order at 2:32 p.m.
Present: By Teleconference - Chairperson Harden, Vice Chairperson Ketchum,
and Board Members Alexander, O’Malley and Sohi
Absent: Marketing Consultant Akers
Staff Present: By Teleconference - Deputy City Manager/Outreach Promotions
Terrie Banish and Deputy City Clerk Amanda Muther
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Board Member
Alexander to approve the agenda.
Motion passed 5:0 by a roll call vote.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens spoke by telephone or through the webinar on this item: None.
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – Monthly ATBID Meeting, October 20, 2021
▪ Recommendation: ATBID Board approve the Draft Action Minutes of the
October 20, 2021 meeting. [City Staff]
Page 4 of 81
ITEM NUMBER: A-1
DATE: 01/19/22
Atascadero TBID
November 17, 2021
Page 2 of 4
MOTION: By Board Member Alexander and seconded by Vice Chairperson
Ketchum to approve the consent calendar.
Motion passed 5:0 by a roll call vote.
B. BUSINESS ITEMS
1. Bovine Classic Event Sponsorship Proposal
▪ Recommendation: ATBID Board review sponsorship proposal for a new event
opportunity, Bovine Classic, and provide staff direction for approval of the event
to take place in Atascadero. [Chamber/ Locomotive Event Organizer]
▪ Fiscal Impact: Up to $10,000.
Bryan Yates, of Locomitiv, gave the presentation and answered questions from the Board.
Deputy City Manager Terrie Banish also answered questions from the Board.
Marketing Consultant Akers arrived at 2:48 p.m.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
Chairperson Harden closed the Public Comment period.
The Board expressed interest in hearing more about the event.
There was Board consensus to receive additional details on the cost analysis of
the event, following the City’s feasibility review, tentatively at the next ATBID
regular meeting.
2. Destination Management - Administrative Services Proposal Review
▪ Recommendation: ATBID Board review Administrative Service proposals from the
Chamber of Commerce and the City of Atascadero, discuss and provide staff
direction. [Chamber/City]
▪ Fiscal Impact:
a. Chamber of Commerce - $30,000 annually.
b. City of Atascadero - $27,500 annually.
Atascadero Chamber of Commerce CEO & President, Josh Cross & Deputy City Manager,
Terrie Banish both gave presentations and answered questions from the Board.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
Chairperson Harden closed the Public Comment period.
Page 5 of 81
ITEM NUMBER: A-1
DATE: 01/19/22
Atascadero TBID
November 17, 2021
Page 3 of 4
Atascadero Chamber of Commerce CEO & President, Josh Cross & Deputy City Manager,
Terrie Banish left the teleconference at 3:48 p.m. to allow the Board to discuss the proposals.
Atascadero Chamber of Commerce CEO & President, Josh Cross & Deputy City Manager,
Terrie Banish rejoined the meeting at 4:01 p.m.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
Chairperson Harden closed the Public Comment period.
MOTION: By Board Member O’Malley and seconded by Board Member
Alexander to accept the City’s proposal.
Motion passed 4:1 by a roll call vote. Sohi “NO”
3. Budget Report
▪ Recommendation: ATBID Board receive and file the updated Budget Report.
[City/Verdin]
▪ Fiscal Impact: None.
Deputy City Manager Banish and Marketing Consultant Akers gave presentations and
answered questions from the Board.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
Chairperson Harden closed the Public Comment period.
The Budget Report was received and filed.
C. UPDATES
1. Visit SLO CAL Updates – Camille Silvera provided updates on the Events and
Festival Strategy and the Customer Service Training Initiative. Deputy City Manager
Banish and Marketing Consultant Akers also provided updates on Restaurant Month
and House of Brands.
2. Administrative Services Update – Deputy City Manager Banish advised that the City’s
Finance Department would be providing the Board with a presentation in January to
review the budget and next steps to the monthly platform and short term rental
contract with Host Compliance.
3. Marketing Update – None.
4. City Business Update – Deputy City Manager Banish provided a brief update on
various upcoming events.
5. Chamber & BID (Downtown) Update – Deputy City Manager Banish, on behalf of
Atascadero Chamber of Commerce CEO & President, Josh Cross, provided a brief
update on the success of the Downtown Trick or Treat event, and BID discussions
Page 6 of 81
ITEM NUMBER: A-1
DATE: 01/19/22
Atascadero TBID
November 17, 2021
Page 4 of 4
about lighting and beautification in the Downtown. Board Member Alexander noted
there was an upcoming Art & Wine Tour event.
D. BOARD MEMBER COMMENTS– None.
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:
Chairperson Harden adjourned the meeting at 4:27 p.m.
MINUTES PREPARED BY:
______________________________________
Amanda Muther
Deputy City Clerk
APPROVED:
Page 7 of 81
ITEM NUMBER: B-1
DATE: 01/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Craft Beer Festival Event Recap 2021
& Event Sponsorship Request 2022
RECOMMENDATIONS:
ATBID Board:
1. Receive recap of the marketing results of the October 23 rd Central Coast Craft
Beer Festival and new special event request for March 2022.
2. Provide staff direction on the sponsorship request for the March 2022 Central
Coast Craft Beer Festival event.
DISCUSSION:
On October 23, 2021 the Central Coast Craft Beer Festival event took place, making the
3rd Annual Craft Beer Festival come to life after being rescheduled from March 2020 due
to COVID-19. The event had been approved by the ATBID Board and ende d up being a
virtual event, after going through a series of date changes (i.e., initial date 3.28.20 to
6.20.20 to again on October 24, 2020 hosted as a virtual event).
The Central Coast Craft Beer Festival event team will provide an update of the event with
the number of tickets sold, marketing efforts and the geography of attendees.
In addition, the Central Coast Craft Beer Festival will be placing a new special event
request for March 26, 2022 to take place again in the Sunken Gardens.
FISCAL IMPACT:
Committed to $5,000 sponsorship from the 2019/20 budget for the October 23, 2021
event; submitting for event sponsorship of the 2021/22 budget for the March 26, 2022
event of $5,000.
ATTACHMENT:
ATBID Event Support Application – CCCBF 2022
Page 8 of 81
1
The Atascadero Tourism Business Improvement District (TBID) was established to promote
Atascadero as an overnight destination. The mission of the Atascadero TBID is to
encourage visitors to discover what makes Atascadero a simply genuine travel destination
resulting in increased revenue for the local community.
We appreciate the efforts of community partners to design events that attract visitors to
Atascadero and would like to offer our support of those events that align themselves with
the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing
efforts are set aside each year to help maximize the effect of these efforts. If you would like
to be considered for support, please complete the following application. The application
must be received at least 6 months in advance of the funding deadline to request
support from the Atascadero TBID. Unfortunately, we are unable to provide assistance
for all events, but please know each request will be considered thoroughly.
Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and
authentic outdoor recreation, culinary adventures, and welcoming hospitality.
In order to qualify for event sponsorship, your organization must meet the following
requirements or provide a three-year plan detailing how you will ultimately meet these
requirements:
1. Support the Visit Atascadero mission
2. Attract visitors from outside San Luis Obispo County
3. Encourage overnight stays of one night or more
4. Obtain the necessary ABC permits, law enforcement approval, city permits, safety
guidelines, and any additional documents needed for the event
5. Provide a detailed event budget and marketing plan
6. Provide post-event metrics which show positive effect on Atascadero tourism
In addition to these requirements, ATBID Board will consider the following factors:
1. Does event support Visit Atascadero objectives?
2. Will event be held during off-season (January – March)?
3. Is event new or existing? If existing, how was previously awarded money spent?
4. What is the three-year growth plan for the event?
5. Is there statistical data on the demographic status of your attendees or targeted
attendees?
6. Can the organization prove complete fiduciary responsibility of all event expenses?
7. Do your event organizers and attendees garner influence and have the ability to
promote Atascadero tourism?
Please submit application and all additional documents by email to Hanna Meisinger
at hmeis@bigredmktg.com in PDF format. You will receive a confirmation that we have
received the application. Typically, we ask that event planners attend a Board Meeting to
present their event to the Board which provides an opportunity to ask questions. Atascadero
TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
Page 9 of 81
2
p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
Page 10 of 81
3
Event Sponsorship Requirements Checklist
The following requirements must ALL be met in order to qualify for sponsorship and
receive funding. Please be sure to carefully read and submit all necessary
documentation and information.
¨ Complete application and submit at least 6 months prior to event
¨ Include requested sponsorship amount in application
¨ Select eligible event tier and describe how your event meets qualification
¨ Provide event budget with line items detailing how sponsorship funding will be
used
¨ Provide a detailed marketing plan
¨ Include a financial statement from your organization – applicant must be able to
demonstrate financial accountability for event expenses
¨ Describe all sources of event income and additional sponsorships that have been
secured
¨ If requested, attend an ATBID Board Meeting to provide event presentation
¨ If awarded event sponsorship funding, plan to attend two ATBID Board Meetings:
o Provide planning progress update at least two months prior to event
o Provide an event recap detailing attendance, marketing efforts and results,
impact on Atascadero tourism and future plans
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
Page 11 of 81
4
Event Support Application Form
Requesting Organization: _______________________________________________
Contact: _________________________ Phone Number: _______________________
Email: ____________________________ Mailing Address: ____________________
City, State, Zip: ________________________________________________________
Name of Event: ________________________________________________________
Event Description: _____________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Event Dates/Times: _____________________________________________________
Is event located in Atascadero? Yes No
Venue Name: ________________________________________________________
Venue Location: _______________________________________________________
Event Website: ________________________________________________________
Are you receiving in-kind or financial support from the City of Atascadero?
Yes No
Total Anticipated Attendees: _______ Portion From Outside SLO County: _____%
Is this the first year the event will take place? Yes No
Central Coast Brewers Guild
Andres Nuno 805-448-7070
info@surfbeerfest.com 1072 Casitas Pass Rd. #232, Carpinteria, CA
Central Coast Craft Beer Fest 2022
The Central Coast Craft Beer Festival is a premiere craft beer festival on the
Central Coast and continues to become a destination craft beer festival for guests all over California.
It also includes street faire vendors, food trucks and live enterainment.
Saturday, March 26th • 12 - 4 p.m.
X
Sunken Gardens and surrounding area
Sunken Gardens
www.centralcoastcraftbeerfest.com
X
2,500+35
X
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
Page 12 of 81
5
If this event has taken place previously, please provide historical data including
attendance numbers: __________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Are tickets sold for your event? If so, please provide the price per ticket and any
package opportunities.
______________________________________________________________________
______________________________________________________________________
Crowd Control Safety Plan Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Will the event require an ABC Permit? Yes No
Has a City permit been issued for your event or contracted the venue for your
event date? Yes No
Describe how the event supports Visit Atascadero’s mission and goals:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
This will be the fourth annual Central Coast Craft Beer Festival
and we have continued to increase our attendance, as well as particiapting breweries, wineries,
cideries and seltzer companies joining us.
$60 for VIP (hour early admission) and $50 for General Admission.
We will reach out to local hotels to setup VIP Ticket Packages.
We will work with a licensed and insured security company.
X
Not as of now.
The Central Coast Craft Beer Festival's goal is to increase awareness of the independently owned
craft breweries along the Central Coast (Monterey to Ventura counties). This event was created to
have guests from all over California be able to join us. With its central location between
San Francisco and Los Angeles, we are excited to help promote a true craft beer destination.
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
Page 13 of 81
6
Select eligible event tier for your event (eligibility is based on one or more
qualifying factors and additional considerations):
Additional details about eligible event tier qualification:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Support Request (desired monetary amount or in-kind marketing support):
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Tier 1
Tier 2
Tier 3
•Attracts 1,500+ attendees
•At least 35-40% of target market is out-of-town visitors
•Marketing campaigns reach at least 1,000 subscribers
•Event encourages multi-night stay in Atascadero
•Attracts 750+ attendees
•At least 25-30% of target market is out-of-town visitors
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Attracts 750 or less attendees
•Marketing message encourages visiting Atascadero
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Event appears sustainable and offers growth potential in number of
days and/or attendance to grow to Tier 2
Total Support =
Up to $10,000
Total Support =
Up to $7,500
Eligible for
In-kind Support
X
We are hoping to obtain $5,000 to help with marketing and glassware in 2022.
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
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7
Detail how awarded funding will be utilized, include any in-kind or additional
support provided by Visit Atascadero (feel free to attach additional sheets as
needed).
Event Item Amount
Ex. Social Media Ads $2,000
Please include all sources of income that have been secured and those that are
being solicited to support event (feel free to attach additional sheets as needed).
Income Source Amount
Ex. City of Atascadero $2,500 in-kind venue sponsorship
Marketing (Social Media) $750
Marketing (Print and Radio)
Glassware $3,500
$2,000
Visit Atascadero $5,000
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
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8
Please describe your paid advertising and the outlets you plan to utilize. Include
the amount you plan to spend with each outlet or provide a copy of your
marketing plan.
Media Outlet &
Geographic Location of
advertising
Type & Frequency Cost of Advertising
Please share your intended public relations outreach.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
How will your organization recognize Visit Atascadero’s support (including but
not limited to promotional materials, website, and at the event)?
______________________________________________________________________
______________________________________________________________________
New Times Print /Weekly
Santa Maria Sun Print / Weekly
$1,000
American General Media Radio (several stations)$1,000
We will be sending a press release prior to the event and have a good relationship with several
news outlets (print / radio) that will help us secure more air space and print leading up to
the event.
Visit Atascadero will be prominetly displayed on all marketing, posters, coasters, social media
and our website.
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
Page 16 of 81
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______________________________________________________________________
______________________________________________________________________
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
We hope to work with several hotels to setup VIP Packages. The VIP Packages will consist of a
2-night stay and 2 VIP passes. We will discount the VIP Passes sold to the hotels for these
packages.
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
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Rules and Regulations for Event Coordinators
• Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
• Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
• Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
• Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
• Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero
logo included on event marketing materials like glassware) if event support from the
ATBID Board totals $7,500 or more.
• Please also reference the Expectations of Event Organizer by Tier to ensure you are
correctly and accurately recognizing Visit Atascadero’s support. It is the
responsibility of the event organizer to follow up with Visit Atascadero for necessary
branding pieces needed to fit the promotion requirements.
• Funding will be invoiced in sections based on promotion compliance and specific
event expectations. Funding percentages and invoice timelines will be determined in
advance between the Atascadero TBID Board and the event organizer.
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
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***Please include a detailed event budget and marketing strategy. Feel free to attach
additional information for consideration with application.
***You must submit copies of additional required documents two weeks prior to event.
The Atascadero TBID Board reserves the right to withdraw funding if the appropriate
documents are not obtained for the event.
You must acknowledge and agree to the rules and regulations on Page 10.
IMPORTANT: Future ATBID event sponsorship funding requests may be affected
should any discrepancies, including, but not limited to, event application, planning,
marketing materials or website, be brought to ATBID’s attention.
Cancellation Policy: Should the event not take place as presented and scheduled;
event coordinators are required to reimburse the ATBID for sponsorship support. If the
event is cancelled by the Event Coordinator because of sickness, accidents, riots,
strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions
beyond either party’s control, the Event Coordinator agrees to provide a financial report
showing the current status of funds used. The ATBID Board will follow the official event
cancellation protocol and will determine the fund quantity to either be refunded or rolled
forward to future events based on the financial report.
Applicant Signature __________________________ Date ___________
In case of questions or the need for clarification, please contact Destination
Management Consultant, Hanna Meisinger at hmeis@bigredmktg.com.
1/12/21 Andres Nuño
ITEM NUMBER: B-1
DATE: 01/19/22
ATTACHMENT: 1
Page 19 of 81
ITEM NUMBER: B-2
DATE: 01/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Atascadero Fall Festival Event Recap 2021
& Event Sponsorship Request 2022
RECOMMENDATIONS:
ATBID Board:
1. Receive recap of marketing results from the first Atascadero Fall Fest and new
special event request for November 2022.
2. Provide staff direction on the sponsorship request for the November 2022
Atascadero Fall Festival event.
DISCUSSION:
The Atascadero Fall Festival Event was held in the Sunken Gardens on November 19th
through November 21st with a variety of musical entertainment from local community
entertainment to major bands, like reggae legend, Pato Banton. The event included
carnival rides, games, food vendors, a craft beer event on Saturday, merchandise
vendors and more! The event created a fantastic backdrop that was shared among many
across many social media pages. A family-fun event that created many memories for
those who attended.
The Atascadero Fall Festival event recap will provide an update to the marketing dollars
invested, the number of people that came to enjoy the event and where they came from.
In addition, En Fuego Events will be providing a special event sponsorship request to
bring the event back in 2022.
FISCAL IMPACT:
Committed to $5,000 sponsorship for 2021/22. For 2022/23, $10,000 request.
ATTACHMENT:
2022 Special Event Sponsorship Request
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The Atascadero Tourism Business Improvement District (TBID) was established to promote
Atascadero as an overnight destination. The mission of the Atascadero TBID is to
encourage visitors to discover what makes Atascadero a simply genuine travel destination
resulting in increased revenue for the local community.
We appreciate the efforts of community partners to design events that attract visitors to
Atascadero and would like to offer our support of those events that align themselves with
the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing
efforts are set aside each year to help maximize the effect of these efforts. If you would like
to be considered for support, please complete the following application. The application
must be received at least 6 months in advance of the funding deadline to request
support from the Atascadero TBID. Unfortunately, we are unable to provide assistance
for all events, but please know each request will be considered thoroughly.
Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and
authentic outdoor recreation, culinary adventures, and welcoming hospitality.
In order to qualify for event sponsorship, your organization must meet the following
requirements or provide a three-year plan detailing how you will ultimately meet these
requirements:
1. Support the Visit Atascadero mission
2. Attract visitors from outside San Luis Obispo County
3. Encourage overnight stays of one night or more
4. Obtain the necessary ABC permits, law enforcement approval, city permits, safety
guidelines, and any additional documents needed for the event
5. Provide a detailed event budget and marketing plan
6. Provide post-event metrics which show positive effect on Atascadero tourism
In addition to these requirements, ATBID Board will consider the following factors:
1. Does event support Visit Atascadero objectives?
2. Will event be held during off-season (January – March)?
3. Is event new or existing? If existing, how was previously awarded money spent?
4. What is the three-year growth plan for the event?
5. Is there statistical data on the demographic status of your attendees or targeted
attendees?
6. Can the organization prove complete fiduciary responsibility of all event expenses?
7. Do your event organizers and attendees garner influence and have the ability to
promote Atascadero tourism?
Please submit application and all additional documents by email to Terrie Banish at
tbanish@atascadero.org in PDF format. You will receive a confirmation that we have
received the application. Typically, we ask that event planners attend a Board Meeting to
present their event to the Board which provides an opportunity to ask questions. Atascadero
TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30
p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
ITEM NUMBER: B-2
DATE: 01/19/22
ATTACHED: 1
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Event Sponsorship Requirements Checklist
The following requirements must ALL be met in order to qualify for sponsorship and
receive funding. Please be sure to carefully read and submit all necessary
documentation and information.
Complete application and submit at least 6 months prior to event
Include requested sponsorship amount in application
Select eligible event tier and describe how your event meets qualification
Provide event budget with line items detailing how sponsorship funding will be
used
Provide a detailed marketing plan
Include a financial statement from your organization – applicant must be able to
demonstrate financial accountability for event expenses
Describe all sources of event income and additional sponsorships that have been
secured
If requested, attend an ATBID Board Meeting to provide event presentation
If awarded event sponsorship funding, plan to attend two ATBID Board Meetings:
o Provide planning progress update at least two months prior to event
o Provide an event recap detailing attendance, marketing efforts and results,
impact on Atascadero tourism and future plans
ITEM NUMBER: B-2
DATE: 01/19/22
ATTACHED: 1
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Event Support Application Form
Requesting Organization: ___En Fuego Events________________________
Contact: __Andres Nuno____ Phone Number: ___805-448-7070____
Email: __info@surfbeerfest.com______ Mailing Address: 1072 Casitas Pass Rd. #232
City, State, Zip: ___Carpinteria, CA 93013____________________
Name of Event: ____Atascadero Fall Festival 2022______________________
Event Description: _____ The Atascadero Fall Festival is a 3-day, free admission
event that is “Fun for the Whole Family.” It features carnival games and rides, 30+
bands on 2 stages, and over 60 street faire and food vendors.
Event Dates/Times: ____Friday, Nov. 18th – Sunday, Nov. 20th, 2022__Friday: 4-10 pm
/ Saturday & Sunday: 12 pm – 11 pm___
Is event located in Atascadero? Yes
Venue Name: __Sunken Gardens________________
Venue Location: __Downtown Atascadero______________________________
Event Website: ___www.AtascaderoFallFest.com_______________________
Are you receiving in-kind or financial support from the City of Atascadero?
Yes
Total Anticipated Attendees: _20,000 over 3 days___
Portion From Outside SLO County: __35_%
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Is this the first year the event will take place? No
If this event has taken place previously, please provide historical data including
attendance numbers: ____In our inaugural event in 2021, we had over 17,000 guests
over 3 days. The community and visitors thoroughly enjoyed the event, and those in th e
community that weren’t able to join us will hear about it through other community
members. We believe that the Atascadero Fall Festival can be one of the top events not
only in San Luis Obispo County, but throughout the Central Coast.
Are tickets sold for your event? If so, please provide the price per ticket and any
package opportunities.
____This is a free admission event. ____________
Crowd Control Safety Plan Details: _____We will work with a licensed and insured
security company that has worked large events in California.
______________________________________________________________________
Will the event require an ABC Permit? Yes
Has a City permit been issued for your event or contracted the venue for your
event date? Yes
Describe how the event supports Visit Atascadero’s mission and goals: The
Atascadero Fall Festival is able to attract guests from all over California to join us a free
admission, 3-day event that includes a little bit of something for everyone.
The Atascadero Fall Festival was an event that locals, and travelers, enjoyed and will
mark on their calendars for years to come.
Select eligible event tier for your event (eligibility is based on one or more
qualifying factors and additional considerations):
ITEM NUMBER: B-2
DATE: 01/19/22
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X
Additional details about eligible event tier qualification:
We truly believe that we will top 20,000 guests in 2022. 2021 was such a huge success,
we now have the images and video to promote the event for an entire year and make
sure that the Atascadero Fall Festival and the City of Atascadero continue to be
destinations that Californians can’t miss.
Support Request (desired monetary amount or in-kind marketing support):
We are hoping that we can ask for $20,000 in 2022. We received $5,000 in 2021
during our inaugural event but are hoping that because this event is 3 -days and our
budget is over $105,000, we can secure more funding to continue to market and bring
guests from all over California. This signature event has the makings of being one of the
top events not only in San Luis Obispo County, but throughout the Central Coast.
We also can give the City of Atascadero an exclusive event that will not be duplicated
by En Fuego Events anywhere in San Luis Obispo County.
Tier 1
Tier 2
Tier 3
X
X
X
x
X
X
•Attracts 1,500+ attendees
•At least 35-40% of target market is out-of-town visitors
•Marketing campaigns reach at least 1,000 subscribers
•Event encourages multi-night stay in Atascadero
•Attracts 750+ attendees
•At least 25-30% of target market is out-of-town visitors
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Attracts 750 or less attendees
•Marketing message encourages visiting Atascadero
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Event appears sustainable and offers growth potential in number of
days and/or attendance to grow to Tier 2
Total Support =
Up to $10,000
Total Support =
Up to $7,500
Eligible for
In-kind Support
ITEM NUMBER: B-2
DATE: 01/19/22
ATTACHED: 1
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Detail how awarded funding will be utilized, include any in-kind or additional
support provided by Visit Atascadero (feel free to attach additional sheets as
needed).
Event Item Amount
Ex. Social Media Ads $2,000
New Times $2,500
Santa Maria Sun
American General Media $2,000
Social Media $1,000
Spotify $500
Pandora $500
Please include all sources of income that have been secured and those that are
being solicited to support event (feel free to attach additional sheets as needed).
Income Source Amount
Ex. City of Atascadero $2,500 in-kind venue sponsorship
Visit Atascadero $20,000
Firestone Walker Brewing Co. In-Kind Donation
Cali Squeeze Seltzer In-Kind Donation
Santa Maria Brewing Co. In-Kind Donation
Porch Pounder Wine In-Kind Donation
ITEM NUMBER: B-2
DATE: 01/19/22
ATTACHED: 1
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Please describe your paid advertising and the outlets you plan to utilize. Include
the amount you plan to spend with each outlet or provide a copy of your
marketing plan.
Media Outlet &
Geographic Location of
advertising
Type & Frequency Cost of Advertising
New Times Print / Weekly $2,500
Santa Maria Sun Print / Weekly
American General Media Several Stations / 2
Weeks
$2,000
Atascadero News Weekly $1,000
Please share your intended public relations outreach.
_____We will send out several Press Releases that include information about the
overall event, our entertainment schedule and other happenings.
How will your organization recognize Visit Atascadero’s support (including but
not limited to promotional materials, website, and at the event)?
____All marketing material will include the Visit Atascadero logo, including posters,
social media content and we will continue to call our main stage the Visit Atascadero
ITEM NUMBER: B-2
DATE: 01/19/22
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Main Stage and have your banner hanging on it. This is the premier banner location that
the Atascadero Fall Fest has to offer.
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
______We already have 2 lodging partners in place, The Holiday Inn Express and the
SpringHill Suites. Both lodging partners commented on selling out on the weekend of
Fall Fest, and having significant increase in stays during that time period. ___
Additional Details: _____We would like to increase our footprint in 2022 so that we
can bring in more rides and games for the Carnival. The Carnival is very important to
the guest experience, and our carnival partners have told us that more rides and
games, lead to guests spending more time at the event.
In addition, we would like to see if we can extend our Friday and Saturday night to 11
p.m. Our proposed schedule would be 4 – 11 p.m. on Friday, 12 – 11 p.m. on Saturday
and 11 a.m. – 10 p.m. on Sunday.
____
ITEM NUMBER: B-2
DATE: 01/19/22
ATTACHED: 1
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Rules and Regulations for Event Coordinators
• Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
• Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
• Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
• Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
• Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero
logo included on event marketing materials like glassware) if event support from the
ATBID Board totals $7,500 or more.
• Please also reference the Expectations of Event Organizer by Tier to ensure you are
correctly and accurately recognizing Visit Atascadero’s support. It is the
responsibility of the event organizer to follow up with Visit Atascadero for necessary
branding pieces needed to fit the promotion requirements.
• Funding will be invoiced in sections based on promotion compliance and specific
event expectations. Funding percentages and invoice timelines will be determined in
advance between the Atascadero TBID Board and the event organizer.
ITEM NUMBER: B-2
DATE: 01/19/22
ATTACHED: 1
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***Please include a detailed event budget and marketing strategy. Feel free to attach
additional information for consideration with application.
***You must submit copies of additional required documents two weeks prior to event.
The Atascadero TBID Board reserves the right to withdraw funding if the appropriate
documents are not obtained for the event.
You must acknowledge and agree to the rules and regulations on Page 10.
IMPORTANT: Future ATBID event sponsorship funding requests may be affected
should any discrepancies, including, but not limited to, event application, planning,
marketing materials or website, be brought to ATBID’s attention.
Cancellation Policy: Should the event not take place as presented and scheduled;
event coordinators are required to reimburse the ATBID for sponsorship support. If the
event is cancelled by the Event Coordinator because of sickness, accidents, riots,
strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions
beyond either party’s control, the Event Coordinator agrees to provide a financial report
showing the current status of funds used. The ATBID Board will follow the official event
cancellation protocol and will determine the fund quantity to either be refunded or rolled
forward to future events based on the financial report.
Applicant Signature ____Andres Nuño____ Date __1/12/21_
In case of questions or the need for clarification, please contact Administrative
Services, Terrie Banish at tbanish@atascadero.org.
ITEM NUMBER: B-2
DATE: 01/19/22
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ITEM NUMBER: B-3
DATE: 01/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
New Bovine Classic Event for
Sponsorship Review
RECOMMENDATION:
ATBID Board discuss and provide staff direction on sponsorship of the new Bovine
Classic and investment level.
DISCUSSION:
In November 2021 ATBID meeting, the event organizer presented th e details of the
Bovine Classic mixed-surface cycling event targeted to avid cyclists at a state and
national level. This event is designed to become an annual marquee gravel cycling event.
The race is a single-day event, but the entire Bovine Classic experience spans several
days. It will attract riders who will spend between one and three nights in Atascadero &
Paso Robles and be marketed as a North County event.
The dates being considered for this event are Friday, October 7, 2022 from 4-8 pm and
Saturday, October 8, 2022 from 7 am – 6 pm. (Note: Recently, there has been discussion
to move it to the first weekend in November 2022) The location of the event will be in
Sunken Gardens with roughly 750-1000 in attendance with 85% from outside of SLO
County. Recently, the event organizer also provided a November 4th & 5th dates to consider.
Summary from prior staff report
The Bovine Classic mission is to showcase world-class cycling in the north SLO county
region. It is also intended to promote Atascadero as a gateway community to that
cycling and celebrate what Atascadero and Paso Robles have to offer. This event would
create a model for how agricultural, ranching, and cycling communities can co-exist and
support one another. The long-term goal is to make north SLO county a recognized and
sought-after destination for cycling tourism. This event will encourage participants to
stay, eat, play and shop in Atascadero. It will support, and be supported by, local
businesses before and during the actual event. The Bovine Classic will impact local
hotels, restaurants, bars, product suppliers, printers, and other general business service
providers.
FISCAL IMPACT:
Up to $10,000.
Page 31 of 81
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT:
Bovine Classic ATBID Event Support Application
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1
The Atascadero Tourism Business Improvement District (TBID) was established to promote
Atascadero as an overnight destination. The mission of the Atascadero TBID is to
encourage visitors to discover what makes Atascadero a simply genuine travel destination
resulting in increased revenue for the local community.
We appreciate the efforts of community partners to design events that attract visitors to
Atascadero and would like to offer our support of those events that align themselves with
the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing
efforts are set aside each year to help maximize the effect of these efforts. If you would like
to be considered for support, please complete the following application. The application
must be received at least 6 months in advance of the funding deadline to request
support from the Atascadero TBID. Unfortunately, we are unable to provide assistance
for all events, but please know each request will be considered thoroughly.
Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and
authentic outdoor recreation, culinary adventures, and welcoming hospitality.
In order to qualify for event sponsorship, your organization must meet the following
requirements or provide a three-year plan detailing how you will ultimately meet these
requirements:
1. Support the Visit Atascadero mission
2. Attract visitors from outside San Luis Obispo County
3. Encourage overnight stays of one night or more
4. Obtain the necessary ABC permits, law enforcement approval, city permits, safety
guidelines, and any additional documents needed for the event
5. Provide a detailed event budget and marketing plan
6. Provide post-event metrics which show positive effect on Atascadero tourism
In addition to these requirements, ATBID Board will consider the following factors:
1. Does event support Visit Atascadero objectives?
2. Will event be held during off-season (January – March)?
3. Is event new or existing? If existing, how was previously awarded money spent?
4. What is the three-year growth plan for the event?
5. Is there statistical data on the demographic status of your attendees or targeted
attendees?
6. Can the organization prove complete fiduciary responsibility of all event expenses?
7. Do your event organizers and attendees garner influence and have the ability to
promote Atascadero tourism?
Please submit application and all additional documents by email to Hanna Meisinger
at hmeis@bigredmktg.com in PDF format. You will receive a confirmation that we have
received the application. Typically, we ask that event planners attend a Board Meeting to
present their event to the Board which provides an opportunity to ask questions. Atascadero
TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
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p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
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Event Sponsorship Requirements Checklist
The following requirements must ALL be met in order to qualify for sponsorship and
receive funding. Please be sure to carefully read and submit all necessary
documentation and information.
¨ Complete application and submit at least 6 months prior to event
¨ Include requested sponsorship amount in application
¨ Select eligible event tier and describe how your event meets qualification
¨ Provide event budget with line items detailing how sponsorship funding will be
used
¨ Provide a detailed marketing plan
¨ Include a financial statement from your organization – applicant must be able to
demonstrate financial accountability for event expenses
¨ Describe all sources of event income and additional sponsorships that have been
secured
¨ If requested, attend an ATBID Board Meeting to provide event presentation
¨ If awarded event sponsorship funding, plan to attend two ATBID Board Meetings:
o Provide planning progress update at least two months prior to event
o Provide an event recap detailing attendance, marketing efforts and results,
impact on Atascadero tourism and future plans
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
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Event Support Application Form
Requesting Organization: _______________________________________________
Contact: _________________________ Phone Number: _______________________
Email: ____________________________ Mailing Address: ____________________
City, State, Zip: ________________________________________________________
Name of Event: ________________________________________________________
Event Description: _____________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Event Dates/Times: _____________________________________________________
Is event located in Atascadero? Yes No
Venue Name: ________________________________________________________
Venue Location: _______________________________________________________
Event Website: ________________________________________________________
Are you receiving in-kind or financial support from the City of Atascadero?
Yes No
Total Anticipated Attendees: _______ Portion From Outside SLO County: _____%
Is this the first year the event will take place? Yes No
Locomotiv Performance Coaching
Bryan M. Yates 213-926-1520
bryan@locomotivcoaching.com 7250 Cortez Ave
Atascadero, CA 93422
The Bovine Classic
10/7/22 4-8pm.10/8/22 7am -6pm
Sunken Gardens
Sunken Gardens
www.thebovineclassic.com
750-1000 85
x xx
x
The Bovine Classic is a mixed-surface cycling event target to avid cyclists at a state and national.It is being designed to become an annualmarquee gravel cycling event. The race is a single-day event, but the entire Bovine Classic experience spans several days. It will attract riderswho will spend between one and three nights in Atascadero & Paso Robles.
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
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If this event has taken place previously, please provide historical data including
attendance numbers: __________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Are tickets sold for your event? If so, please provide the price per ticket and any
package opportunities.
______________________________________________________________________
______________________________________________________________________
Crowd Control Safety Plan Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Will the event require an ABC Permit? Yes No
Has a City permit been issued for your event or contracted the venue for your
event date? Yes No
Describe how the event supports Visit Atascadero’s mission and goals:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
X
Race registrations are sold for this event. The approximate registration fee will be $250/rider.
X At the moment we don't, but thatmay change.
Not yet.
We are in the early phases of planning the detailed production of this event. Much of theexperience will happen on course for riders. In that case, we'll have appropriate permits, safety teams, mechanics, food stops in place. There are events that will take place in Sunken Gardens:Friday evening movie, Saturday race start/finish, post-race rider party. As the details are sorted, we will have a better idea of crowd safety requirements.
The Bovine Classic mission is to showcase the world-class cycling in the north SLOcounty region. It is also intended to promote Atascadero as a gateway communityto that cycling. This is about celebrating what Atascadero and Paso Robles have to offer. I want to create an event that is a model for how agricultural, ranching, and cycling communities can co-exist and support one another. The long-term goal is to make northSLO county a recognized and sought-after destination for cycling tourism. This event will encourage participants to stay, eat, play and shop in Atascadero. It will support, and be supported by, local businesses before and during the actual event.The Bovine Classic willimpact local hotels, restaurants, bars, product suppliers, printers, and other general businessservice providers.
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
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Select eligible event tier for your event (eligibility is based on one or more
qualifying factors and additional considerations):
Additional details about eligible event tier qualification:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Support Request (desired monetary amount or in-kind marketing support):
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Tier 1
Tier 2
Tier 3
•Attracts 1,500+ attendees
•At least 35-40% of target market is out-of-town visitors
•Marketing campaigns reach at least 1,000 subscribers
•Event encourages multi-night stay in Atascadero
•Attracts 750+ attendees
•At least 25-30% of target market is out-of-town visitors
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Attracts 750 or less attendees
•Marketing message encourages visiting Atascadero
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Event appears sustainable and offers growth potential in number of
days and/or attendance to grow to Tier 2
Total Support =
Up to $10,000
Total Support =
Up to $7,500
Eligible for
In-kind Support
X
Type text here
$10,000 towards the production and direct marketing costs
Also, requesting for a larger regional cycling tourism campaign.
$10,000 for a "Ride North SLO County" micro site with Peloton magazine. Costs should be split between the various regional travel entities. This will begin to create brand recognition for our area as a cycling destination. See the Atascader0 + Paso x Peloton Magazineslide in the presentation for description. This is a recommendation for a larger camapaign to brand our entire region as a cyclingdestination at the national and international level.
Most cyclists will choose to stay as close as possible to the main event grounds. Thismeans they will seek to stay in Atascadero first. We estimate the Bovine Classic will resultin 1000 booked room nights booked, 1000+ meals sold, 2200 beers purchased, 1500+ coffeedrinks sold. We are looking for ways to specifically incorporate Negranti Ice Cream, Backporch Bakery, and local taco restaurants as providers for the post-race experience for our visitingriders. This event is designed as long-term booster and economic driver for Atascadero.This is will be annual event with national name recognition. It will grow year over year in the number of riders, number of ride events, and in the expo/festival experience.
ITEM NUMBER: B-3
DATE: 01/19/22
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Detail how awarded funding will be utilized, include any in-kind or additional
support provided by Visit Atascadero (feel free to attach additional sheets as
needed).
Event Item Amount
Ex. Social Media Ads $2,000
Please include all sources of income that have been secured and those that are
being solicited to support event (feel free to attach additional sheets as needed).
Income Source Amount
Ex. City of Atascadero $2,500 in-kind venue sponsorship
Cycling Travel Micro Site on Peloton Magazine + newsletter and social media placements.
Bovine Classic Promotional Video
Bovine Classic Event Website + Photography
Bovine Classic Influencer Marketing
$10,000
$3000
$2000
$3000
Bovine Classic Logo Incentives for Early Registrants.$1000
Advertising on Dedicated Endurance Event Sites $1000
Lezyne
Firestone Walker
All Good
Whalebird Kombucha
Specialized Bicycles
City of Atascadero
SRAM
$2500 + in-kind venuesponsorship (to be solicited)
$4000 sponsorship (to be solicited)
$4000 sponsorship (to be solicited)
$2000 in-kind gift bag sponsorship (to be solicited)
$4000 sponsorship + $2500 in-kind product (to be solicited)
Type text here
$10,000 Co-Presenting Sponsorship (to be solicited)
$10,000 Co-Presenting Sponsorship (to be solicited)
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
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Please describe your paid advertising and the outlets you plan to utilize. Include
the amount you plan to spend with each outlet or provide a copy of your
marketing plan.
Media Outlet &
Geographic Location of
advertising
Type & Frequency Cost of Advertising
Please share your intended public relations outreach.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
How will your organization recognize Visit Atascadero’s support (including but
not limited to promotional materials, website, and at the event)?
______________________________________________________________________
______________________________________________________________________
Peloton Magazine Social Post - Internationalwith strong California following.
Peloton Magazine Print + Digital Full-Page AD.International with a heavy California presence.1 Full-Page Print + Digital AD
2-6 FB/IG/Twitter Posts. Amount depends on if municipal entities also agree to fund the recommended Ride Nort SLO County microsite. $1000 each post
Peloton Magazine Newsletter Placements. 50k Subscribers.2 Newsletter Sponsor Placements
GrandFondoGuide.com California + National Featured Event Spot. 10 months $200
GranFondoGuide.com Geo Targetted to California +West Coast + Southwest. Leaderboard Ad
$2000 each
$4000
$1000
At the local level, I will be reaching out to businesses and community influencers directly (in person,letters, and email) to introduce myself and the event. I will also be speaking at local cycling club events.
In the greater state and national cycling , I will be working with the influencers in my network to promote the event. This includes: entertainment industry executives (film/tv/music), former cycling pros,cycling industry leaders. The colleagues and advisers who have helped guide the idea of the Bovine Classic are incredibly enthusiastic at the event's potential to be both an amazing experience for cyclists AND a strong and unique attractor for this area.
There are several factors. It will depend on who comes in as a presenting sponsor andthe level of financial & logistical participation Visit Atascadero can make. There will be many ways we can recognize the support. This include: linking logo placement on the website,a page on the website, logo placement on the rider gift bag, signage on a specific timed segmentof the route, presented by logo on an event informational video, logo placement in one or more event e-blasts, logo image on some event signage (tbd), logo placement on the rider results page, "sponsored by" mention in Bovine Classic social mediaposts. As the event design becomes more solidified, there will be other branding opportunities.
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
Page 40 of 81
9
______________________________________________________________________
______________________________________________________________________
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
We will work with several local hotels to secure preferred rates for the event. These
preferred hotels will be listed on the event website. We will also list them in multiple
Bovine Classic email blasts. Our primary event hotels will be in Atascadero. Given
the scope of riders, we will also work with a couple Paso properties to ensure everyone
has a place to stay that suits their needs and tastes.
The Bovine Classic will be 100% funded through registrations, sponsorships, expo participation, and merchandise sales.
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
Page 41 of 81
10
Rules and Regulations for Event Coordinators
• Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
• Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
• Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
• Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
• Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero
logo included on event marketing materials like glassware) if event support from the
ATBID Board totals $7,500 or more.
• Please also reference the Expectations of Event Organizer by Tier to ensure you are
correctly and accurately recognizing Visit Atascadero’s support. It is the
responsibility of the event organizer to follow up with Visit Atascadero for necessary
branding pieces needed to fit the promotion requirements.
• Funding will be invoiced in sections based on promotion compliance and specific
event expectations. Funding percentages and invoice timelines will be determined in
advance between the Atascadero TBID Board and the event organizer.
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
Page 42 of 81
11
***Please include a detailed event budget and marketing strategy. Feel free to attach
additional information for consideration with application.
***You must submit copies of additional required documents two weeks prior to event.
The Atascadero TBID Board reserves the right to withdraw funding if the appropriate
documents are not obtained for the event.
You must acknowledge and agree to the rules and regulations on Page 10.
IMPORTANT: Future ATBID event sponsorship funding requests may be affected
should any discrepancies, including, but not limited to, event application, planning,
marketing materials or website, be brought to ATBID’s attention.
Cancellation Policy: Should the event not take place as presented and scheduled;
event coordinators are required to reimburse the ATBID for sponsorship support. If the
event is cancelled by the Event Coordinator because of sickness, accidents, riots,
strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions
beyond either party’s control, the Event Coordinator agrees to provide a financial report
showing the current status of funds used. The ATBID Board will follow the official event
cancellation protocol and will determine the fund quantity to either be refunded or rolled
forward to future events based on the financial report.
Applicant Signature __________________________ Date ___________
In case of questions or the need for clarification, please contact Destination
Management Consultant, Hanna Meisinger at hmeis@bigredmktg.com.
11/4/2021
ITEM NUMBER: B-3
DATE: 01/19/22
ATTACHMENT: 1
Page 43 of 81
ITEM NUMBER: B-4
DATE: 01/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
TOT Collection Software Billing &
Short-Term Rental Platform Review
RECOMMENDATIONS:
ATBID Board:
1. Review next steps for the TOT Collection Software Billing platform and how the
short-term rental works with that program.
2. Review the current Short-Term Rental program and provide staff direction on
renewal given the opportunity with the new billing software.
DISCUSSION:
The City of Atascadero presented the TOT Collection Software billing program at the May
ATBID meeting in 2021. The program was approved by the ATBID Board to move forward
with a cost that would be approximately $10,000 or more based on the number of lodging
partners. The total number of properties in May of 2021 was 119 and the current number
of properties at this time is 162 (153 STR’s & 9 hotels), bringing the cost of the program
to approximately $17,000 annually.
The new collection software billing program was rolled out this month, January 2022 with
letters going out to the properties along with a link for filling out the TOT Return Form. At
this time, the form is to be completed quarterly. There is a help phone number and an
email link on the bottom of the form to assist lodging owners with the transition to the new
program and form. Next steps are to transition to monthly reporting, targeted to be July
1, 2022 for the new fiscal year. This transition includes bringing the change to the
municipal code from quarterly reporting to monthly reporting at an upcoming City Council
meeting, targeted for March 2022.
The Short-Term Rental (STR) program with Host Compliance, now Granicus, runs $5,153
per year and renews in March 2022. With the new software billing program, the cost is
$45 per STR property that offers the same program that runs through Deckard, who is an
established STR vendor. Since we launched Granicus, we have identified many of the
STR’s not paying TOT. There would not be nearly as many STR’s to identify, like we had
when we launched the program in October 2015 and therefore, it doesn’t make sense to
renew under the current price and contract arrangement.
Page 44 of 81
ITEM NUMBER: B-4
DATE: 01/19/22
FISCAL IMPACT:
• TOT Collection Software Billing Platform: Approx. $17,000 Annually
• Host Compliance/ Granicus Contract Renewal: $5,135 Annually
ATTACHMENT:
January 2022 Letter to Lodging Establishments Introducing the City’s Partnership with
HdL Companies
Page 45 of 81
^in|Bmr@„."^^s1918^rF-1CAtt^es^-CITY OF ATASCADERODear Lodging Establishment:The City of Atascadero is pleased to announce a partnership with HdL Companies for TransientOccupancy Tax services. This partnership allows streamlined filing and paymentof TOT returns.The HdL Companies is a pioneer and leader of auditing, operations, and revenue solutions for publicagencies. HdL partners with over 500 government agencies in 11 states. HdL maintains a uniquegovernment perspective and dedication to supporting clients.Beginning January 1,2022, lodging establishments will be able to file their TOT returns and makepayments online. Credit cards and e-checks will be accepted when filing a TOT return online. Filingonline is quick, convenient, and safe, and can help insure timely and accurate filing. TOT returns andpayments may still be mailed along with a check payment to the address below:Tax Support Center8839 N. Cedar Avenue #212Fresno, CA 93720An introductoryletter was mailed to all lodging establishments in December 2021. This letter advisedlodging establishments that TOT returns, payments, compliance and general support will now bemanaged by HdL Companies directly. The introductory letter also included the account number and pinrequired to access your online account. For assistance with filing your TOT returns, you may contact theTax Support Center by email at atascaderotot@hdlgov.com or by phone at(805)242-4395.The City of Atascadero is excited to offer this option to all lodging establishments and look forward to asuccessful partnership.Best Regards,CityofAtascaderoAdministrative Services6500 PALMA AVENUEATASCADERO, CA 93422(805) 461-5000ITEM NUMBER: B-4DATE: 01/19/22ATTACHMENT: 1Page 46 of 81
ITEM NUMBER: B-5
DATE: 01/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Scope of Work for
City Administrative Services for ATBID
RECOMMENDATION:
ATBID Board receive and file the City’s “Scope of Work” for Administrative Services for
ATBID starting January 2022.
DISCUSSION:
At the November 2021 ATBID Meeting, the Board approved the City’s proposal to conduct
Administrative Services for the ATBID starting January 1, 2022. A “Scope of Work” has
been created from the proposal that provides a summary of the nature of the work being
completed. The cost is based on 20 hours per month of administrative service duties from
agenda creation, coordination of agenda items, meeting minutes, holding elections,
notifying lodging owners, event coordination and ongoing administrative support outlined
in the scope of work document.
FISCAL IMPACT:
Flat rate: $27,500 Annually, invoiced monthly.
ATTACHMENT:
Scope of Work for the City of Atascadero Destination Management Administrative
Services.
Page 47 of 81
City of Atascadero Scope of Work for the
Atascadero Tourism Business Improvement District
Destination Management Administrative Services
The City will provide the following services in the areas of ATBID administration, event sponsorship program
oversight, Board management and coordination, ATBID financial management, tour and travel outreach, and
participate in strategic planning efforts. The Scope of Work below is a flat fee based on an average of 20 hours
per month, however, the City will not be tracking time.
SCOPE OF WORK
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
The City of Atascadero will provide administrative support for the ATBID with focus to the following:
Communication & Administrative Support
Communication and administrative support with the ATBID Advisory Board, Visit SLO CAL County liaison
and staff, ATBID lodging properties, community leaders, and related tourism partners as needed. The City will
provide strong internal and external communication to support the mission of the ATBID and continue to
work that communication through the variety of distribution platforms (i.e., Visit Atascadero lodging database
through email Chimp, etc.) and one-on-one calls.
The City would be providing administrative support to the ATBID Advisory Board. Makes recommendations
to the ATBID Board to develop and implement strategies to increase occupancy consistent with the annual
goals and objectives established by the ATBID in its annual marketing plan. Take a visionary role in all activities
and ensure ATBID actions are consistent with strategic goals and direction.
The City would also make sure to represent the ATBID and its members by attending appropriate events and
related tourism meetings (i.e., Central Coast Tourism Council Workshop, Visit SLO CAL, ATBID sponsored
events, etc.). The City would also manage timelines for the ATBID’s annual contract renewal process.
In addition, the City would continue to develop and implement communication tools to inform all lodging
owners of ATBID progress and programs and continue communicating to lodging owners. Code enforcement
complaints provided from the STR contractor on the status of short-term rentals will be submitted to code
enforcement to make sure all short-term rentals are covered and make sure the ATBID is continually updated
on that progress.
On-going Administrative Support
The City will assist with the following:
• Assure that the monthly ATBID agenda and packet post before deadline and email to the press with
links to the online copies of the agenda/agenda packet.
• Assist with COVID agenda cover page updates, as needed.
• Submit Minutes on a monthly basis and assure those files are formatted for printing on archival paper.
• Assure that the exhibits listed in body of the Minutes are logged as digital copies for the archival files.
ITEM NUMBER: B-5
DATE: 01/19/22
ATTACHMENT: 1
Page 48 of 81
• City would continue to coordinate signatures on approved Minutes and Resolutions once they are
printed on archival paper. This would include scanning signed Minutes and Resolutions, merge scanned
documents and upload them to the repository and website, as well as file originals in the archival files.
The City will also draft, and later code for processing, legal ads for the annual ATBID assessment.
• The City will work with new Board Members on their requirements: Oath of Office, Form 700, training
requirements, and provide Advisory Board Handbook. Email existing Board Members reminders
regarding annual Form 700 filing and ongoing training requirements.
• The City will continue to update the Visit Atascadero website to add new businesses and assure all
areas are updated with outgoing businesses, new incoming businesses and closing businesses. In
addition, the City will continue to update the event calendar on the Visit Atascadero website.
Meeting Coordination
The City will assure that the ATBID Advisory Board is attending monthly board meetings so that there is a
quorum. The City will also notify lodging owners of all meetings and things that relate to tourism opportunities.
The ATBID Advisory Board agenda will be developed for each Board meeting including development of the
staff reports. The City will also provide copies for posting and distribution in accordance with Brown Act
requirements. In addition, digital copies of the agenda and agenda packet will be distributed to the ATBID
Advisory Board along with hard copies to the Board Members for each Board Meeting.
The City will record and report Regular and Special ATBID Board Meeting Minutes and will follow and
implement the ATBID By-Laws at all times. The City will also continue to present the itemized budget monthly
report, share the Annual Report and coordinates with the marketing firm to assure the budget reflects all
expenses. The City will also provide the monthly invoice for City services and expenses.
When there is a vacancy or a need for a lodging owner meeting, the City will make those arrangements and hold
elections. The City will also notify lodging owners when the term of a Board Member is up for renewal. The
City will coordinates interested board member candidates for those meetings so that terms are renewed in a
timely manner. The City will also coordinate lodging owner meetings when there is a vacancy in between an
office term.
Event Coordination
The City will manage event partnerships approved by the ATBID Board and will be the primary point of contact
for proposed events along with the presentation of funding opportunities for ATBID’s consideration. This also
includes coordinating event organization updates before the event and a recap of the event for the ATBID
Board to see how their investment in that event is being allocated for tourism purposes.
The City would also attend tour and travel related conferences or Tradeshows as needed on behalf of Visit
Atascadero. This would also include working with the Marketing consultant to manage follow-up, including
surveys and leads generated from tour and travel related conferences or trade shows. The City would have the
Destination Manager to attend and present to the Atascadero City Council Meetings with ATBID related agenda
items when necessary.
Cost Summary: $27,500 Annual Flat Rate, billed monthly
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
ITEM NUMBER: B-5
DATE: 01/19/22
ATTACHMENT: 1
Page 49 of 81
ITEM NUMBER: B-6
DATE: 01/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Plan Summary &
Detailed Quarterly Marketing Report
RECOMMENDATION:
ATBID Board receive and file the Marketing Plan Summary and detailed Quarterly Marketing
Report.
DISCUSSION:
Quarter 2 (October - December) stat summary of the success of the fall campaign. Verdin
has updated the plan from last year to include some of the new research from Visit SLO CAL
as well as the current environment with the pandemic. The research findings done to develop,
update and enhance the destination's marketing plan can be seen in the attached Fall
campaign.
Verdin will take us through the Marketing plan summary and review performance found in the
stat summary.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. ATBID Marketing Plan
2. October 2021 – December 2021 Stat Summary Report
Page 50 of 81
NOT FOR REPRODUCTION
This file is intended for design
presentation, visual review, and
proofreading purposes only and cannot
be used for reproduction in any manner
whatsoever. Digital files, appropriate
for high quality reproduction, will be
created and supplied after approval of
all visual and written elements related
to this project.
Please call (805) 541-9005
with any questions. Thank you!
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 51 of 81
2021–2022
Marketing Plan
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 52 of 81
MARKETING PLAN OVERVIEW
A distinct sense of genuine realness
and simplicity breathes life into
Atascadero. Travelers fall in love with
the slow and refreshing pace of the
city, the picturesque downtown and
the authentic California feel.
The journey to recovery from this
challenging time is difficult to
navigate. Developing clear strategies
for the 2021–2022 marketing year is
imperative. The Atascadero Tourism
Business Improvement District is
committed to driving tourism recovery
within the city and promoting safe,
local experiences and travel.
2
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 53 of 81
WHO WE ARE
The Atascadero Tourism Business Improvement District (ATBID)
Advisory Board is made up of representatives from lodging or
hospitality-related businesses in Atascadero appointed by the
City Council. The TBID helps to promote Atascadero as a travel
destination and is funded by a 2% assessment charged by hotels for
this purpose. The Advisory Board meets regularly to make decisions
on funding and tourism promotions with a strategic goal to get
travelers to come, sleep and spend.
Vision
Atascadero is a beautiful and authentic city of outdoor recreation,
culinary adventures, and welcoming hospitality. It’s a safe place
where the arts & history thrive, and the diversity of experience,
generosity of spirit, and small-town ambiance are here to be enjoyed
by visitors and residents alike.
Mission
To brand, market and promote Atascadero, CA as the classic
California Americana destination of choice on the Central Coast to
a regional, national and global audience targeting leisure, family,
business and group travelers, resulting in more frequent visitation,
longer stays and increased lodging revenue.
Value Proposition
For both domestic and international visitors traveling Highway 101,
Atascadero is a unique waypoint that offers notable events, historic
significance, gorgeous recreation areas, and a garden-to-table
artisan ethos— just off the freeway for all to enjoy. Our visitors
include food and wine enthusiasts, active retirees, families, and
outdoor enthusiasts.
3
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 54 of 81
Travel
Spending
$1.19B
$3.3M
a day
$136K
an hour
$2.3K
a minute
$38
a second
Tourism puts
people to
work each day
10,450 Tourism contributed
$35.9M
in transient occupancy tax revenue
15.6%
YOY DECREASE
in taxes
generated by travel & tourism
each SLO CAL household
would pay an additional $1,113WITHOUT STATE AND LOCAL TAX REVENUE
Travel
spending
created
in local tax
revenue
$66m
614
WHICH WOULD COVER THE EXPENSES FOR
police officers’salaries
760 firefighterssalaries
106 miles of 2-laneresurfaced roads
1,401 teacherssalaries
OR
OR
OR
WHY TOURISM
MATTERS
San Luis Obispo CountySan Luis Obispo County
*Source: Visit SLO CAL
4
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 55 of 81
Our Local ImpactOur Local Impact
Prior to 2020 Visit Atascadero saw consistent growth in travel and tourism. Due to the impact of
COVID-19 and the California gateway (LA and SF) destination decline, rural areas such as the Central
Coast have reaped the benefits and are recovering quicker than other regions of the state. Below is
the TOT trend over the past five years.
Transient Occupancy Tax
$700,000
$1 050M
2017 2018 2019 2020 2021
$1 400M
5
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 56 of 81
RESEARCH AND TRENDS
According to research from Visit California, consumers are increasingly ready to return to travel,
with growing excitement, optimism and lowering concerns about safety. Likewise, California
residents are more comfortable with welcoming visitors back, recognizing the value of tourism to
their local economy.
Approximately two thirds of Californians are excited to travel and want to learn about new
travel destinations or experiences. Three quarters of Californians are actively dreaming about,
researching, planning or booking travel experiences right now. These numbers will continue to
grow once all COVID restrictions are lifted on June 15.
Statewide travel revenue is expected to grow in FY21–22 due to an anticipated increase in rental
car collections and the potential approval of one-time funding from the State of California to help
the tourism industry recover from the effects of the pandemic.
Visit California is currently focused on rebuilding the state’s tourism workforce and refreshing Visit California is currently focused on rebuilding the state’s tourism workforce and refreshing
national campaigns for Calling all Californians, What if, California, and California Road Trip Republic national campaigns for Calling all Californians, What if, California, and California Road Trip Republic
scheduled for spring 2022. These campaigns will focus on authentic experiences for state residents scheduled for spring 2022. These campaigns will focus on authentic experiences for state residents
and U.S. travelers, centered around California’s unique attractions, including natural resources, and U.S. travelers, centered around California’s unique attractions, including natural resources,
culinary expertise, shopping, and arts and culture.culinary expertise, shopping, and arts and culture.
*Data from Visit California’s COVID-19 Research Dashboard Report
*Projections from Visit California
6
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 57 of 81
TRAVEL TRENDS
Visit Atascadero will align with tourism partners Visit SLO CAL and Visit California on tourism trends
and opportunities identified for the year ahead.
1. Meaningful Travel
Connection and purpose is motivating travelers to choose destinations that align with their values. Connection and purpose is motivating travelers to choose destinations that align with their values.
They are seeking places where they can learn about the local culture, community and slow down to They are seeking places where they can learn about the local culture, community and slow down to
fully experience everything the region has to offer.fully experience everything the region has to offer. Source: SLO CAL Source: SLO CAL
2. The New Good Life
Long are the days where money, consumerism and status define what is to have a good and fruitful Long are the days where money, consumerism and status define what is to have a good and fruitful
life. People are shifting their focus to pursue a more balanced lifestyle, one that is simple and rich life. People are shifting their focus to pursue a more balanced lifestyle, one that is simple and rich
with connections to people, community and environment. with connections to people, community and environment. Source: SLO CALSource: SLO CAL
3. California Road Trips
Shifts in travel planning due to the pandemic include ease of transportation and close to home Shifts in travel planning due to the pandemic include ease of transportation and close to home
destinations. Atascadero is perfectly situated for those seeking an ultimate road trip experience.destinations. Atascadero is perfectly situated for those seeking an ultimate road trip experience.
7
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 58 of 81
RECHARGE THROUGH NATURE
Recharge trips are driven by JOMO—the joy of missing out—and characterized by the need to
escape from everyday stress and take time to restore a sense of harmony and balance.
• Nature and outdoor activities are seen as the solution to a hectic lifestyle
• Often involves taking a road trip to off-the-beaten-path destinations
• People who take these trips appreciate “green” activities and accommodations
• They see wellness holistically and place mindfulness and well-being activities as a
priority when they travel.
IMMERSE
Immerse trips are characterized by a desire to live like a local and find enrichment through local
lifestyle. This motivator is divided by those traveling with or without kids.
• Memories are shaped by the new people they meet and unique experiences
• People who take this kind of trip are drawn to the charm and authenticity of a
small town as opposed to touristy, over-developed locations
• They enjoy traveling somewhere different every time they plan a leisure trip
• Often involves visiting unique local businesses and restaurants, wineries and
breweries, farmer’s markets, and historical sites
To foster a strong connection with Atascadero’s target audience, we will look beyond
demographics such as gender, age, education level, etc. and learn more about what motivates
and inspires individuals to travel. Based on the significant day-to-day changes in people’s lives
and behaviors due to the pandemic, we have selected two of Visit California’s trip motivators—
Recharge and Immerse—which cater to the unique personality and attractions of Atascadero.
WHO WE WANT
TO MEET
8
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 59 of 81
THE PURPOSEFUL TRAVELER
Who is this audience? Through extensive research, our partners at Visit SLO CAL have identified a
key audience that are seeking an escape that Atascadero can deliver here in SLO County. We call
them the Purposeful Travelers. They value simplicity while working hard to keep the life and mind
uncluttered. Being authentic is important to these visitors as they are curious, open-minded and are
looking to explore new things while staying connected to the ones they love. They are active and
find fulfillment by learning something new.
THE PURPOSEFUL TRAVELER DEMOGRAPHIC AND PROFILE
9
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
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GEOGRAPHIC MARKETS
As travel improves throughout the pandemic, we find staying close to home is an
aspect travelers are looking for. Traveling by car continues to be a predominant
mode of transportation which aligns with the strategy of focusing on drive markets
throughout California. These geographic markets include Los Angeles, Central Valley
and the San Francisco Bay Area. We will continue to leverage destination partnerships
and cooperative opportunities to extend our reach into 2022 when applicable.
Greater Los Angeles
Central Valley/Bakersfield
San Francisco Bay Area
1
3
2
10
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
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BRAND MESSAGING
They know/
think
They know the importance of health
and wellness and recognize the
outdoors as an important factor for
physical and mental health; they
are open to new experiences that
meet their needs and values; they
think traveling within California is
the best option based on current
circumstances
They know immersing themselves
in a destination’s history, arts and
culture is a worthwhile experience;
they are open to new experiences
that meet their needs and values;
they think traveling within California
is the best option based on current
circumstances
AUDIENCE RECHARGE IMMERSE
They need Engaging messaging and
creative that shows all the
outdoor adventures Atascadero
has to offer; to see Atascadero
as an accessible and affordable
location that’s safe to visit
Engaging messaging and creative that
shows Atascadero’s down-to- earth
spirit with appealing culinary and
artistic attractions; to see Atascadero
as an accessible and affordable
location that’s safe to visit
We need to Serve content that inspires
travel to Atascadero based on
their desire for outdoor/relaxing
activities
Use messaging that speaks to
their interests (outdoor/relaxing)
and current experience
Highlight safety, accessibility
and affordability
Serve content that inspires travel to
Atascadero based on their interest in
an authentic experience.
Use messaging that speaks to their
interests (local lifestyle) and current
experience, while integrating a tone
that reflects the personality of locals
they will encounter in the destination
Highlight safety, accessibility and
affordability
They care
about
Getting away from it all
Connecting with nature
Safety, accessibility and affordability
Having a new experience
Being with loved ones
Safety, accessibility and affordability
11
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
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IMPERATIVES
1. Drive tourism recovery within
the city of Atascadero
OBJECTIVES
• Restore 2019 occupancy by 2023
• Grow subscriber database and social following by 10%
• Improve website traffic to pre-pandemic metrics
INITIATIVES
• Develop and Implement destination programs through owned channels
• Proactive public relations pitching
• Collaborate with partners to extend reach through co-op programs
when applicable
2. Amplify local experiences that placemake Atascadero as a
desirable destination
OBJECTIVES
• Continue to build asset library with a focus on diversity and inclusivity
• Develop a marketing program that drives demand
• Increase length of stay
INITIATIVES
• Deploy two brand campaigns through paid media
• Execute a local businesses feature twice per month through social media
• Enhance and deploy monthly email marketing campaigns
• Build robust content through website to encourage longer stays in Atascadero
Game PLAN
12
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 63 of 81
PAID MEDIA
Strategy
Successful advertising campaigns have significant crossover of media types
and platforms, using digital and social media to complement traditional
media. We recommend spending the largest portion of the budget in the
shoulder season. With a highly personalized and engaging approach, our
messaging and choice of media will draw visitors to Atascadero.
TacticsTactics
1. Develop and refine the Atascadero story and capture
new assets for all marketing channels
2. Programmatic Advertising—15-second videos
3. Social Media Advertising—boosted posts to engage
new audiences
4. Search campaign through Google Adwords
5. Expanded media reach through partnership opportunities
2022 MEDIA PLAN
65% PROGRAMMATIC VIDEO
7% SOCIAL MEDIA
19% GOOGLE ADWORDS
9% PRINT
13
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 64 of 81
EARNED MEDIA
Strategy
Over the next year, Visit Atascadero will activate a recovery public relations
effort as well as leverage our partnership with Visit SLO CAL to gain exposure
through public relations opportunities. We will follow our partner’s lead in
supporting visitors in the shoulder season.
TacticsTactics
1. Develop, pitch and conduct a FAM tour of Atascadero, focusing
specifically on local artisans, chefs and one-of-a-kind experiences/
offerings through the “All in. Atascadero” campaign.
2. Create a FAM tour of the “Eat Your Way Through Atascadero”
road trip itinerary that includes interviews with chefs, brewers,
winemakers, etc.
3. Pitch stories to local and industry media about how Atascadero
tourism is recovering from the pandemic, including written online
profiles and videos of industry workers. This could be organized in a
landing page to be promoted through owned media as well.
4. Develop and design a downloadable press kit that distinguishes
Atascadero from other Central Coast locations with local history,
story ideas, and a list of upcoming events.
14
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 65 of 81
OWNED MEDIA
Strategy
Social media and email marketing will help Visit Atascadero continue to
connect and engage with our audiences to build valuable relationships, create
brand ambassadors and tell the story of this unique destination.
TacticsTactics
1. Deploy a monthly e-newsletter that will focus on a seasonal theme,
keep subscribers aware of the current travel conditions, feature
local businesses and activities.
2. Enhance website content to include new itineraries, experience
highlights and travel stories.
3. Partner with local travel influences to develop original, user-
generated content that gives an authentic perspective of
Atascadero. This content would be repurposed for email marketing
and our website.
4. Create a series of videos showcasing our local artisans through the
“All in. Atascadero.” campaign to be used in all owned channels.
15
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 66 of 81
California as it used to be.
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 1
Page 67 of 81
January 7, 2022
Visit Atascadero
Quarter 2 Stat Report
Summary of Performance
Quarter two was full of various activities, including the “All In. Atascadero” video shoot and campaign
development. Website enhancements were made to align with the paid media plan and visually connect with
the new assets. Thanks to new creative sets, the December paid campaign had a CTR that was almost two
times higher than previous blueprinting campaigns. Open rates for email marketing were strong, hitting an all
time high of 44.5% for the December e-newsletter. Social media continues to be a great way to provide
information about local events and promote Atascadero businesses.
Paid Media
Digital Media Results:
Channel Creative Impressions Clicks CTR
Programmatic All In Video 1 99,265 436 0.44%
Programmatic All In Video 2 101,109 444 0.44%
Programmatic All In Video 3 100,787 439 0.43%
Programmatic SLO CAL 908,760 2,689 0.29%
Total Campaign Summary:
●Impressions: 1,209,921
●Clicks: 4,008
●Avg. CTR: 0.33%
●Visits: 197
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 2
Page 68 of 81
Owned Media
Email Marketing Campaign Results:
Verdin developed and deployed three monthly e-newsletters in
Q2. They included information on events, seasonal happenings,
and pet friendly experiences. Below are the results:
October 12:
⎻Open rate: 32.7%
⎻Click rate: 3.3%
⎻Total clicks: 52
November 3:December 16:
⎻Open rate: 37.1%- Open rate: 44.5%
⎻Click rate: 2.8%- Click rate: 2.7%
⎻Total clicks: 45 - Total clicks: 44
Social Media Results:
Platform Impressions Engagements Followers Demographics
Facebook 338,872 26,136 6,729 Women 35-44
Instagram 62,924 3,251 3,409 Women 35-44
Top Posts:
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 2
Page 69 of 81
Website Analytics:
Comparing 2021 v. 2019
ITEM NUMBER: B-6
DATE: 01/19/22
ATTACHMENT: 2
Page 70 of 81
ITEM NUMBER: B-7
DATE: 01/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Budget Overview & Monthly Report
RECOMMENDATION:
ATBID Board receive and file Budget Overview and Monthly Report.
DISCUSSION:
The November 2021 ATBID summary and expenditure report shows the expenditures
that have been submitted through November 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 71 of 81
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 11/30/2021 2021-2022
REVENUES
41530.6300 Taxes and Assessments 241,078$ 267,507$ 275,295$ 278,184$ 224,609$ 277,287$ 114,674$ 292,320$
45920.0003 Assessment Penalties - - - - 133 - - -
46110.0000 Investment Earnings 5,458 724 1,580 9,631 10,720 2,027 - 6,950
Total Revenue 246,536 268,231 276,875 287,815 235,462 279,314 114,674 299,270
EXPENSES
6050000 Office Expense 5,164 - - - - - - 250
6070000 Advertising 86,914 91,005 144,521 178,720 120,110 43,142 55,971 165,000
6400000 Operating Supplies 1,217 120 - - - - - -
6500000 Contract Services 105,314 138,414 172,938 143,482 120,525 106,295 40,795 140,000
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 1,147 2,860
Total Expenses 206,020 232,639 323,636 325,408 242,881 152,210 97,913 308,540
NET INCOME/(LOSS)40,516 35,592 (46,761) (37,593) (7,419) 127,104 16,761 (9,270)
BEGINNING AVAILABLE BALANCE 289,333 329,849 365,441 318,679 281,086 273,667 400,771 256,830
ENDING AVAILABLE BALANCE 329,849$ 365,441$ 318,679$ 281,086$ 273,667$ 400,771$ 417,532$ 247,560$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
1/14/2022
ITEM NUMBER: B-7
DATE: 01/19/22
ATTACHMENT: 1
Page 72 of 81
01/05/2022
CITY OF ATASCADERO
1
3:18PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 11/30/2021
Periods: 0 through 5
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-7
DATE: 01/19/22
ATTACHMENT: 2
Page 73 of 81
01/05/2022
CITY OF ATASCADERO
2
3:18PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 11/30/2021
Periods: 0 through 5
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
47.95 9/1/2021 ap IN 12906
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 168702
1,456.10 9/30/2021 ap IN 10491
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 169068
-1,456.10 9/30/2021 po LI 10491
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
47.95 10/1/2021 ap IN 12976
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 168976
11,383.90 10/31/2021 ap IN 10550
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 169462
2Page:
ITEM NUMBER: B-7
DATE: 01/19/22
ATTACHMENT: 2
Page 74 of 81
01/05/2022
CITY OF ATASCADERO
3
3:18PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 11/30/2021
Periods: 0 through 5
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)
-11,383.90 10/31/2021 po LI 10550
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
47.95 11/1/2021 ap IN 13035
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 169253
14,896.22 11/30/2021 ap IN 10572
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 169685
-14,896.22 11/30/2021 po LI 10572
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
29,721.17 29,721.17 0.000000.6077025 Digital Media Advertising 70,518.58 -100,239.75 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
3Page:
ITEM NUMBER: B-7
DATE: 01/19/22
ATTACHMENT: 2
Page 75 of 81
01/05/2022
CITY OF ATASCADERO
4
3:18PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 11/30/2021
Periods: 0 through 5
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
0000.6077060 Advertising (Continued)
12,500.00 7/21/2021 ap IN 13950
235Line Description: AUGUST 2021 EDI STUDY~
Vendor: 00406 VISIT SLO CAL Check # 168505
5,000.00 9/27/2021 ap IN 21PR2
235Line Description: SPONSOR 2021 NOVEMBER
Vendor: 07251 GARAGISTE EVENTS, INC. Check # 168998
5,000.00 10/1/2021 ap IN INV1021
235Line Description: CCCBF SPONSORSHIP
Vendor: 07864 CENTRAL COAST BREWERS GUILD Check # 169250
26,250.00 26,250.00 0.000000.6077060 Advertising 18,000.00 -44,250.00 0.00
Total Advertising 87.57 55,971.17 55,971.17 88,518.58 20,510.25 165,000.00
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
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
4Page:
ITEM NUMBER: B-7
DATE: 01/19/22
ATTACHMENT: 2
Page 76 of 81
01/05/2022
CITY OF ATASCADERO
5
3:18PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 11/30/2021
Periods: 0 through 5
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)
-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
6,944.30 9/30/2021 ap IN 10491
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 169068
-6,944.30 9/30/2021 po LI 10491
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
9,297.80 10/31/2021 ap IN 10550
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 169462
-9,297.80 10/31/2021 po LI 10550
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
5Page:
ITEM NUMBER: B-7
DATE: 01/19/22
ATTACHMENT: 2
Page 77 of 81
01/05/2022
CITY OF ATASCADERO
6
3:18PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 11/30/2021
Periods: 0 through 5
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)
8,543.60 11/30/2021 ap IN 10572
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 169685
-8,543.60 11/30/2021 po LI 10572
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
35,795.10 35,795.10 0.000000.6501125 Promotions Consultants 46,204.90 -82,000.00 0.00
0000.6509010 Other Professional Services 0.00 0.00 0.00 0.00 0.00 0.00
5,000.00 9/27/2021 ap IN 653
235Line Description: ATASCADERO FALL FEST SPONSORSH
Vendor: 08621 EN FUEGO EVENTS Check # 168994
5,000.00 5,000.00 0.000000.6509010 Other Professional Services 0.00 -5,000.00 0.00
Total Contract Services 62.14 40,795.10 40,795.10 46,204.90 53,000.00 140,000.00
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
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 75.03 96,766.27 96,766.27 134,723.48 77,050.25 308,540.00
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
6Page:
ITEM NUMBER: B-7
DATE: 01/19/22
ATTACHMENT: 2
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01/05/2022
CITY OF ATASCADERO
7
3:18PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 11/30/2021
Periods: 0 through 5
75.03 96,766.27 96,766.27 134,723.48 77,050.25 308,540.00Total Atascadero Tourism Bus Improv Dist
Grand Total 96,766.27 96,766.27 75.03 134,723.48 77,050.25 308,540.00
7Page:
ITEM NUMBER: B-7
DATE: 01/19/22
ATTACHMENT: 2
Page 79 of 81
VISIT ATASCADERO
MARKETING EXPENSES - FISCAL YEAR 2021-2022
Budget: $200,000 | Updated 1/13/2022
DETAILED SPENDING Actual Actual Actual Actual Actual Actual 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 $2,116.60 $2,719.90 $1,281.50 $3,000.00 $1,500.00 $1,500.00 $2,000.00 $3,000.00 $4,507.10 $26000.00
Creative Development $30,000 $981.30 $1,122.98 $3,427.82 $4,028.70 $9,617.29 $1,456.62 $1,153.71 $2,000.00 $2,500.00 $2,500.00 $1,211.58 $0.00 $30000.00
Website Updates $3,000 $499.00 $1,251.00 $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 $1,549.00 $1,507.30 $1,465.50 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $1,500.00 $1,530.20 $18000.00
E-Newsletter $12,000 $1,000.69 $1,217.59 $983.69 $998.09 $987.99 $988.19 $1,000.00 $1,000.00 $1,000.00 $1,000.00 $1,000.00 $823.76 $12000.00
Public Relations $5,000 $279.10 $380.00 $404.60 $131.50 $1,800.00 $2,004.80 $5000.00
Media Planning $4,000 $330.10 $112.60 $636.00 $319.00 $301.40 $297.70 $500.00 $300.00 $300.00 $300.00 $300.00 $303.20 $4000.00
Media Cost $82,000 $1,010.24 $425.00 $424.99 $7,320.00 $8,305.94 $8,888.60 $6,000.00 $10,000.00 $10,000.00 $10,000.00 $10,000.00 $9,625.23 $82000.00
Reactive Media $20,000 $1,482.35 $5,000.00 $5,000.00 $3,517.65 $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 $18,218.34 $23,439.82 $15,008.61 $14,404.71 $23,350.00 $17,050.00 $22,550.00 $22,784.03 $22,039.49 $200,000.00
Added Value/No Charge $558 $558
OUT OF SCOPE Actual Actual Actual Actual Actual Actual Projected Projected Projected Projected Projected Projected
Description Budget July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL
Promo Items $5,000 $2,463.36 $2,488.80 $4952.16
SUMMARY: ACTUAL TO BUDGET
Monthly Budget July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June TOTAL
Monthly Totals $5,000 $0 $0 $0 $2,463 $0 $2,489 $0 $0 $0 $0 $0 $0 $4,952.16
Added Value/No Charge
ITEM NUMBER: B-7
DATE: 01/19/22
ATTACHMENT: 3
Page 80 of 81
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 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$ 503,542.34$ 1,368,852.48$
Fiscal Year 2022 571,548.43$ 571,548.43$
ITEM NUMBER: B-7
DATE: 01/19/22
ATTACHMENT: 4
Page 81 of 81