HomeMy WebLinkAboutTBID_2022-04-20_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:
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meeting,
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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:
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Page 1 of 42
1(669) 900-6833 (Webinar ID: 876 1415 5013;
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, April 20, 2022 at 2:30 P.M.
Video Conference:
https://us02web.zoom.us/j/87614155013?pwd=TEpneE5JMlNzbis1cWdVL0JNc3kvdz09
Meeting ID: 876 1415 5013
Passcode: 726091
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 – March 16, 2022
▪ Recommendation: ATBID Board approve the March 16, 2022 Draft ATBID
Regular Meeting Minutes. [City Staff]
B. BUSINESS ITEMS
1. Mid-State Fair Sponsorship Opportunities
▪ Recommendation: ATBID Board review and provide staff direction on 2022 Mid-
State Fair Sponsorship Opportunity. [City]
▪ Fiscal Impact (GL 2801): Up to $3,750.
2. Atascadero Lakeside Wine Festival 2022 Sponsorship Marketing Request
▪ Recommendations: ATBID Board review and provide staff direction on second
part of the Atascadero Lakeside Wine Festival Sponsorship Request for 2022.
[Atascadero Chamber]
▪ Fiscal Impact: $3,000.
Page 2 of 42
3. Central Coast Craft Beer Festival Event Recap 2022 & Event Sponsorship
Renewal 2023
▪ Recommendations: ATBID Board:
1. Receive recap of marketing results of the March 26, 2022 Central Coast Craft
Beer Festival.
2. Provide staff direction on sponsorship request for the March 2023 Central
Coast Craft Beer Festival. [Central Coast Brewers Consortium]
▪ Fiscal Impact: Up to $5,000.
4. In-Person Meetings
• Recommendation: ATBID Board discuss and provide staff direction on option of
in-person meetings or to continue virtual meetings starting May 2022. [City]
• Fiscal Impact: None.
5. Marketing Plan Summary & Detailed Quarterly Marketing Report
▪ Recommendation: ATBID Board receive and file Marketing Plan Summary and
detailed Quarterly Marketing Report. [Verdin]
▪ Fiscal Impact: None.
6. Budget Overview & Monthly Report
▪ Recommendation: ATBID Board receive and file Budget Overview and Monthly
Report. [City/Verdin]
▪ Fiscal Impact: None.
C. UPDATES
1. Visit SLO CAL Updates (Note: Marketing Committee meets every other month, next
meeting in May) – Camille Silvera
2. City Business & Administrative Update – City Manager’s Office
D. BOARD MEMBER COMMENTS
E. FUTURE AGENDA ITEMS (This section is set aside for open discussion on future
agenda items)
1. Results of Lodging Owners meeting for upcoming board terms (May).
2. Notice 2022-2023 Visit Atascadero Annual Report and Budget (May).
3. Destination Marketing Services contract renewal (May).
4. Guest experience vs. events with the recent increase in TOT.
5. Itemized budget item discussion for reserves.
6. Elks Lodge RV regarding TOT.
7. Quarterly check in on HdL STR compliance program beginning July 1.
8. Political/action topics presentation by Mayor Moreno and/or County Supervisor.
9. Space Port presentation by Mayor Martin & Mayor Moreno.
F. ADJOURNMENT
Page 3 of 42
ITEM NUMBER: A-1
DATE: 04/20/22
Atascadero TBID
March 16, 2022
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
MINUTES
Wednesday, March 16, 2022 at 2:30 P.M.
Video Conference:
https://us02web.zoom.us/j/85892017864?pwd=cG5XL2kzUzhIRjZQMEhuZmhCczBCUT09
Meeting ID: 858 9201 7864
Passcode: 337037
CALL TO ORDER:
Chairperson Harden called the meeting to order at 2:31 p.m.
ROLL CALL:
Present: By Teleconference - Chairperson Harden, Vice Chairperson Ketchum
and Board Members Alexander, O’Malley and Sohi
Absent: None
Staff Present: By Teleconference - Deputy City Manager/Outreach Promotions
Terrie Banish, Marketing Consultant Ashlee Akers, City Manager
Rachelle Rickard, Administrative Services Director Jeri Rangel and
Deputy City Clerk Amanda Muther
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Ketchum 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.
Page 4 of 42
ITEM NUMBER: A-1
DATE: 04/20/22
Atascadero TBID
March 16, 2022
Page 2 of 4
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – February 16, 2022
▪ Recommendation: ATBID Board approve the February 16, 2022 Draft ATBID
Regular Meeting Minutes. [City Staff]
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the consent calendar.
Motion passed 5:0 by a roll call vote.
B. BUSINESS ITEMS
1. Ad Hoc Committee Report for TOT Collection Software Billing & Short-Term
Rental Platform Review
▪ Recommendations: ATBID Board:
1. Receive report from Ad Hoc Committee about the TOT Collection Software
costs program comparison along with a recap of the Short-term Rental Platform.
2. Discuss and provide staff direction or direct the Committee to explore further.
[City Staff]
▪ Fiscal Impact:
• If the ATBID is interested in moving to monthly TOT collection, it’s estimated
that the ATBID will incur $10,000-$20,000 in costs annually per the current
number of short-term rentals.
• If the ATBID desires to continue to have a Short-Term Rental compliance
program, the cost will vary depending on the compliance program selected:
$3,000 annually with Host Compliance/ Granicus or $90 per property with the
current HdL software platform.
Deputy City Manager Banish, Chairperson Harden & Board Member Sohi gave the
presentation and answered questions from the Board.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
Chairperson Harden closed the Public Comment period.
MOTION: By Board Member O’Malley and seconded by Board Member Sohi to:
1. Accept the City taking over the HdL payments, at the amount
for quarterly, and should the Board wish to entertain going to
monthly it will be discussed down the road, and;
2. To not renew Host Compliance going forward.
Motion passed 5:0 by a roll call vote.
Following the Board’s decision not to renew Host Compliance services, there was a brief
discussion on whether to implement the HdL services available to monitor vacation
rentals. The Board expressed that they were not interested in pursuing such service at
this time and Deputy City Manager Banish advised she would check in with the Board
on the compliance topic quarterly.
Page 5 of 42
ITEM NUMBER: A-1
DATE: 04/20/22
Atascadero TBID
March 16, 2022
Page 3 of 4
2. Budget Overview & Monthly Report
▪ Recommendation: ATBID Board receive and file Budget Overview and Monthly
Report. [City/Verdin]
▪ Fiscal Impact: None.
Deputy City Manager Banish & Administrative Services Director Rangel gave the
presentation and answered questions from the Board.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
Chairperson Harden closed the Public Comment period.
The Budget Overview and Monthly Report was received and filed.
3. Garagiste Festival Event Recap 2021 & Event Sponsorship Renewal 2022
▪ Recommendations: ATBID Board:
1. Receive recap of the marketing results of the November 12th Garagiste
Festival and new special event request for November 2022.
2. Provide staff direction on the sponsorship request for the November 2022
Garagiste Festival event. [Garagiste]
▪ Fiscal Impact: Up to $10,000.
Stewart Clennan, with the Garagiste Festival, gave the presentation and answered
questions from the Board.
PUBLIC COMMENT:
The following citizens spoke by telephone or through the webinar on this item: None.
Chairperson Harden closed the Public Comment period.
MOTION: By Board Member O’Malley and seconded by Board Member
Alexander to fund [Garagiste Festival] at $7,500.
Motion passed 5:0 by a roll call vote.
C. UPDATES
1. Visit SLO CAL Updates – Camille Silvera provided updates from the Marketing
Committee Retreat on the House of Brands revised phases and media trends.
Marketing Consultant Akers also spoke briefly on the Marketing Committee meeting.
2. Marketing Update – Marketing Consultant Akers advised Verdin would provide a
quarterly report in April.
3. City Business & Administrative Update – Deputy City Manager Banish provided an
update on the Spartan booth, At Her Table, and the Central Coast Beer Festival. She
also provided an update on the City’s contribution to the costs of her attendance at
IPW and the upcoming Lodging Owners Meeting.
Page 6 of 42
ITEM NUMBER: A-1
DATE: 04/20/22
Atascadero TBID
March 16, 2022
Page 4 of 4
D. BOARD MEMBER COMMENTS – None.
E. FUTURE AGENDA ITEMS
1. Political/Action Topics Presentation by Mayor Moreno and/or County Supervisor.
2. Space Port presentation by Mayor Martin & Mayor Moreno.
3. California Mid-State Fair sponsorship proposal.
4. Atascadero Wine Festival Event Sponsorship Part 2: marketing proposal.
5. Guest experience vs. events with the recent increase in TOT.
6. Itemized budget item discussion for reserves.
7. Elks Lodge RV regarding TOT.
8. Quarterly check in on HdL STR compliance program beginning July 1.
F. ADJOURNMENT
Chairperson Harden adjourned the meeting at 4:22 p.m.
MINUTES PREPARED BY:
______________________________________
Amanda Muther
Deputy City Clerk
APPROVED:
Page 7 of 42
ITEM NUMBER: B-1
DATE: 04/20/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Mid-State Fair Sponsorship Opportunity
RECOMMENDATION:
ATBID Board review and provide staff direction on 2022 Mid-State Fair Sponsorship
Opportunity.
DISCUSSION:
The California Mid State Fair has provided their annual sponsorship opportunity—similar
to the 2021 sponsor program that the ATBID and City were a part of—with the exception
of the busses. They are continuing to build on the fair offerings post COVID to what they
are able to provide. The fair itself is bringing back more of a regular fair experience this
year, from the carnival rides, live entertainment, local bands, concerts, contests, awards,
food, merchants and the livestock program, all while continuing to practice COVID-19
safety guidelines.
Similar to last year, following are some of the things that are still slowly coming back and
reformatted:
➢ Busses operating for Paso Robles for major locations only.
➢ Wine & Craft Beer Concert evenings are still on hold at this time due to the table
layout, and trying to accommodate the former demand before COVID.
➢ Working to build on the main concerts with more to come.
➢ Showcase of Cities not returning.
In the past, the sponsorship has been shared with the City, and this year, like last year,
will be the same dollar amount since the busses are not an option. The sponsorship will
continue to be the $7,500 vs. the $15,000 it was pre -COVID. The City would like to
continue sharing that expense.
FISCAL IMPACT:
Up to $3,750
ATTACHMENT:
Mid State Fair Sponsorship 2022
Page 8 of 42
CALIFORNIA MID-STATE FAIR – P.O.BOX 8, PASO ROBLES, CA 93447
TOM KEFFURY TK@MIDSTATEFAIR.COM 805-459-5530
SPONSORSHIP DETAILS (not official agreement)
CITY OF ATASCADERO/VISIT ATASCADERO
6500 PALMA AVENUE, ATASCADERO, CA 93422
TERRIE BANISH – (805) 235-2539 – tbanish@atascadero.org
Scope of Work
Contractor agrees to provide to the State, California Mid-State Fair, in Paso Robles, California, the
following sponsorship:
Contractor agrees to:
1.) Pay to the State the sum of $7,500 cash per year of agreement, no later than JUNE 1, 2022.
2.) Term of this agreement is JAN 1, 2022 – DEC 31, 2022.
3.) All sponsorship monies shall be paid in full no later than and in amounts no less than the payment
terms listed above in Item 1. Sponsorship benefits may be revoked or paused if any scheduled
payment is not made on time and in full.
In exchange for the above, State agrees to provide the Contractor with the following:
1.) Advertising & Exposure
a. Business Listing in Official Daily Schedule.
b. Business Logo/Link on CMSF Website (www.midstatefair.com).
c. Signage – (All signs shall be supplied to the State by Contractor using lightweight, 1/4-inch
corrugated plastic material for sign. State will hang sign(s) at no charge to Contractor.
Contractor to maintain, update and/or replace sign should sign fade or new logo is needed)
i. One (1) Equestrian Center (4’ x 8’) Sign.
2.) Hospitality
a. Twelve (12) Single-Day Admission Passes which will give you complimentary admission
one day of the Fair.
b. Two (2) Season VIP/Photo Passes which will give you complimentary admission each day of
the Fair.
c. One (1) VIP Parking Pass which will give you complimentary admission to the Oak Tree
Lot, located on Riverside Avenue, across the street from the South Gate Entrance/Exit.
d. Access to our outdoor Sponsor Reception Area, which features light appetizers,
complimentary water/soda, and a full no-host bar (concert ticket required).
e. $750 VIP Ticket Credit which will allow you to purchase concert tickets, admission passes
and/or carnival ride tickets. All concert tickets will be in our sponsor hold section.
3.) Special Programming
a. Contractor to be sponsor of Apple Pie Baking Contest taking place THU JULY 28, 2022,
and as such shall receive:
i. Name/logo on all marketing and promotional materials
ii. Name/logo on print ads purchased in Atascadero News & PR Press
iii. Opportunity to have up to five (5) celebrity judges of the contest
iv. Press release before the contest
v. Photo opportunity after the contest
ITEM NUMBER: B-1
DATE: 04/20/22
ATTACHMENT: 1
Page 9 of 42
INSURANCE
In the event Sponsorship includes display space or physical access to the fairgrounds, Sponsor shall be responsible to provide proof of insurance set forth in State
of California Standard Agreement.
SPECIAL TERMS AND CONDITIONS
EVACUATION ORDER
The California Mid-State Fair, along with all other large venue public gathering places and events around the country have been advised by Federal, State and
Local Authorities that an emergency evacuation of the premises may be ordered by any of these authorities at any time. This decision would be driven by
information available to those authorities that:
(1) May not be available to the California Mid-State Fair, or may be classified by those authorities, and therefore the California Mid-State Fair would
not be able to share it with our exhibitors, contractors, participants, guests, or renters;
(2) Could arise out of an actual or threatened act of terrorism;
(3) Could arise from any number of natural disasters, or other public safety concerns the authorities have for the safety of the general public at our Fair
or at our facility, property, grounds, or parking areas.
If an evacuation order occurs, you will be asked to leave the premises immediately. The law does not only require your cooperation, but for your own safety and
the safety of others, common sense demands your full cooperation. The Paso Robles Police Department and/or Fair staff/security personnel will direct the
evacuation. We are further advised that any evacuation order given will be for personnel only! No other property, animals, trailers, merchandise, equipment, etc.
will be allowed off the premises. This is to allow the most efficient and speedy evacuation of the public from the threatened area. If an evacuation order is given,
do not attempt to remove anything other than yourselves and, if applicable, your immediate means of transportation.
The evacuation plan calls for designated law enforcement personnel, California Mid-State Fair management, staff, or volunteers to remain on the grounds to
secure the facility and premises.
In the unlikely case an evacuation occurs, the California Mid-State Fair will exercise every reasonable effort to care for property, animals, commercial exhibits,
merchandise, etc. until the authorities remove the evacuation order and the public is allowed back into the facility. No one will be allowed back on the grounds
until the authorities have given the approval to return. The California Mid-State Fair staff/security personnel along with the Paso Robles Police Department will
enforce the order in strict accordance with instructions from the authorities.
The State of California, Sixteenth District Agricultural Association, California Mid-State Fair, its directors, officers, agents, servants, nor employees cannot, and
will not, be held liable or responsible for any loss or damage to any Contractor’s, exhibitor’s, or patron’s personal property, equipment, merchandise, animals,
exhibits, etc. during or after any such event.
By entering into this agreement Contractor hereby agrees to indemnify, defend and save harmless the State of California, Sixteenth District Agricultural
Association, California Mid-State Fair, its officers, agents and employees from any and all claims and losses accruing or resulting to any and all contractors,
subcontractors, suppliers, laborers, participant, exhibitor, and any other person, firm or corporation attending, or participating in, any activity or event covered
under this agreement and from any and all claims and losses accruing or resulting to any person, firm or corporation who may be injured or damaged in the
performance of this Agreement.
RIGHT TO TERMINATE
The State reserves the right to terminate this agreement subject to 30 days’ written notice to the Contractor. Contractor may submit a written request to terminate
this agreement only if the State should substantially fail to perform its responsibilities as provided herein.
However, the agreement can be immediately terminated for cause. The term “for cause” shall mean that the Contractor fails to meet the terms, conditions, and/or
responsibilities of the contract. In this instance, the contract termination shall be effective as of the date indicated on the State’s notification to the Contractor.
This agreement may be suspended or cancelled without notice, at the option of the Contractor, if the Contractor or State’s premises or equipment are destroyed by
fire or other catastrophe, or so substantially damaged that it is impractical to continue service, or in the event the Contractor is unable to render service as a result
of any action by any governmental authority.
FORCE MAJEURE
Neither party shall be liable to the other for any delay in or failure of performance, nor shall any such delay in or failure of performance constitute default, if such
delay or failure is caused by “Force Majeure.” As used in this section, “Force Majeure” is defined as follows: Acts of war and acts of god such as earthquakes,
floods, and other natural disasters such that performance is impossible.
PREPARED BY TOM KEFFURY ~ 805-459-5530 ~ TK@MIDSTATEFAIR.COM
ITEM NUMBER: B-1
DATE: 04/20/22
ATTACHMENT: 1
Page 10 of 42
ITEM NUMBER: B-2
DATE: 04/20/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Atascadero Lakeside Wine Festival 2022
Sponsorship Request
RECOMMENDATIONS:
ATBID Board review and provide staff direction on second part of the Atascadero
Lakeside Wine Festival Sponsorship Request for 2022.
DISCUSSION:
The Chamber and the Atascadero Lakeside Wine Festival Committee have been busy
working on the 25th Annual Atascadero Lakeside Wine Fest planned for June 25, 2022.
This event will involve all of the things that event-goers have come to expect, plus the
addition of experience-driven activities to promote the event as a “can’t miss” festival
that will inspire attendees to return to Atascadero again and again.
The Atascadero Lakeside Wine Festival sponsorship presentation was initially
provided to the ATBID Board at the February meeting with a request for $10,000 for
the 2022 Wine Festival Sponsorship. At that time, the ATBID Board approved $2,000
to support the marketing work that the social media consultant is doing to promote the
event out of the area. The ATBID Board also set aside $3,000 for future consideration
for other marketing outreach outside the area if the Chamber is interested in bringing
back options. This sponsorship request is the second part of the request to bring back
options for the remaining $3,000 for the ATBID Board to consider.
FISCAL IMPACT:
$3,000.
ATTACHMENT:
Atascadero Lakeside Wine Festival Sponsorship Request 2022
Page 11 of 42
April 6, 2022
Atascadero Tourism Business Improvement District (ATBID)
RE: Atascadero Lakeside Wine Festival Sponsorship
Dear ATBID Board,
The Atascadero Chamber of Commerce requests $3,000 in funds to help
promote the June 25, 2022, Atascadero Lakeside Wine Festival. These funds
would be allocated to marketing efforts outside San Luis Obispo County to
bring guests from other parts of California to Atascadero. We hope to create a
memorable, fun experience for these out-of-town guests, which will encourage
them to return to Atascadero again-and-again. Based on research conducted
in the Fall by a team of Cal Poly marketing students who did their senior
project with us for this event, we are targeting the following specific counties to
draw a target segment of high-income wine enthusiasts: Marin, San Francisco,
Santa Clara, Los Angeles, and Orange County. We are also exploring consumer
interest specific media outlets that focus on wine. Responses on advertising
details and pricing is forthcoming; however, it is our intent to purchase ads
from a minimum of three publications. Typical advertising costs in these
markets start around $1,000. Magazines in which we are interested in
advertising include: Wine Enthusiast: Los Angeles, Los Angeles Magazine, and
Orange Coast Magazine. We are also looking at nationally ranked wine
websites such as the following: LocalWineEvents.com, Gayot.com,
WineCountry.com, Yelp.com, and TripAdvisor.com.
Your sponsorship of $3,000, plus the $2,000 already committed for out-of-
market social media would help us reach a broader, yet targeted audience. We
thank you for your consideration!
ITEM NUMBER: B-2
DATE: 04/20/22
ATTACHMENT: 1
Page 12 of 42
Sincerely,
Josh Cross
President/CEO
ITEM NUMBER: B-2
DATE: 04/20/22
ATTACHMENT: 1
Page 13 of 42
ITEM NUMBER: B-3
DATE: 04/20/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Craft Beer Festival Event Recap 2022
& Event Sponsorship Request 2023
RECOMMENDATIONS:
ATBID Board:
1. Receive recap of marketing results of the March 26, 2022 Central Coast Craft Beer
Festival.
2. Provide staff direction on sponsorship request for the March 202 3 Central Coast
Craft Beer Festival.
DISCUSSION:
On March 26, 2022 the Central Coast Craft Beer Festival took place, making the 4th
Annual Craft Beer Festival to take place in Downtown Atascadero. The event was
approved in the January 2022 meeting and is now on track with the annual timeframe
prior to the COVID-19 pandemic. This event is in conjunction with SLO Beer Fest week
held the last week of March each year.
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 25, 2023 to take place again in the Sunken Gardens. This will mark the
5th Annual event held in the Sunken Gardens in Downtown Atascadero.
FISCAL IMPACT:
$5,000.
ATTACHMENT:
ATBID Event Support Application – CCCBF 2023
Page 14 of 42
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: 04/20/22
ATTACHMENT: 1
p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
Page 15 of 42
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-3
DATE: 04/20/22
ATTACHMENT: 1
Page 16 of 42
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 93013
Central Coast Craft Beer Festival 2023
The Central Coast Craft Beer Festival is a premiere craft beer festival featuring
independently owned craft breweries along the Central Coast and beyond. It has become a destination
craft beer festival for guests all over California. It also includes street faire vendors, food trucks and
live music.
Saturday, March 25th, 2023
X
Sunken Gardens
Sunken Gardens
www.centralcoastcraftbeerfest.com
X
2,500+35
X
ITEM NUMBER: B-3
DATE: 04/20/22
ATTACHMENT: 1
Page 17 of 42
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 is our 5th annual Central Coast Craft Beer Festival and we
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 / $20 Designated Driver
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 Festivals 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-3
DATE: 04/20/22
ATTACHMENT: 1
Page 18 of 42
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 once again get $5,000 to help with the marketing and glassware in 2023.
ITEM NUMBER: B-3
DATE: 04/20/22
ATTACHMENT: 1
Page 19 of 42
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)
Marketing (Print and Radio)
Glassware
$750
$2,000
$3,500
Visit Atascadero $5,000
ITEM NUMBER: B-3
DATE: 04/20/22
ATTACHMENT: 1
Page 20 of 42
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 $1,000
Santa Maria Sun Print / Weekly
American General Media / KZOZ 2 weeks $1,000
Coasters 30 Days $500
Posters 30 Days $300
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-3
DATE: 04/20/22
ATTACHMENT: 1
Page 21 of 42
9
______________________________________________________________________
______________________________________________________________________
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
We hope to work with several hotels to setup event packages that offer discounts for stays
and tickets to the event.
ITEM NUMBER: B-3
DATE: 04/20/22
ATTACHMENT: 1
Page 22 of 42
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: 04/20/22
ATTACHMENT: 1
Page 23 of 42
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.
Andres Nuno 4/113/22
ITEM NUMBER: B-3
DATE: 04/20/22
ATTACHMENT: 1
Page 24 of 42
ITEM NUMBER: B-4
DATE: 04/20/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
In-Person Meetings
RECOMMENDATION:
ATBID Board discuss and provide staff direction on the option of in-person meetings or
to continue virtual meetings starting May 2022.
DISCUSSION:
On February 8, 2022, Atascadero City Council adopted the Draft Resolution making
findings consistent with the requirements of AB 361 to continue to allow for the conduct
of virtual meetings. At the City Council meeting it was discussed that Council meetings
would be able to offer a “hybrid” format that would be in person as well as virtual. For all
other meetings, like ATBID, the decision would need to be eithe r virtual or in-person.
There would not be an opportunity to facilitate a hybrid meeting.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 25 of 42
ITEM NUMBER: B-5
DATE: 04/20/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Plan Summary & Detailed Quarterly Marketing Report
RECOMMENDATION:
ATBID Board receive and file Marketing Plan Summary and detailed Quarterly Marketing
Report.
DISCUSSION:
Verdin will take us through the marketing plan summary and review performance found in the
stat summary.
Quarter 3 (January – March 2022) stat summary of the success of the Spring campaign. The
stat report takes you through the performance of the continued “All In” ad campaign over the
quarter that continues to utilize the new research from Visit SLO CAL’s EDI Initiatives along
with information on events, seasonal happenings and outdoor experiences . The stat report
highlights the successes of the attached Spring campaign.
FISCAL IMPACT:
None.
ATTACHMENT:
January 2022 – March 2022, Quarter 3 Stat Report
Page 26 of 42
April 8, 2022
Visit Atascadero
Quarter 3 Stat Report
Summary of Performance
Campaign performance remained high in Quarter 3, continuing to run the new “All In” creative sets. The
digital programmatic ads had a combined total of 3,323 clicks and 298 visits to the destination. Google
Adwords launched this quarter and had an extremely successful click rate of 12.17%. Open rates for email
marketing continued to outperform the previous quarter reaching 49.6% in March. 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 Visits
Programmatic All In Video 1 97,567 1,176 1.2%
298ProgrammaticAll In Video 2 97,506 1,230 1.25%
Programmatic All In Video 3 - (30 sec)69,215 917 1.35%
Google Adwords SEM - General brand 14,344 1,745 12.17%N/A
Social Boosted posts 176,585 13,520 7.65%N/A
Total Campaign Summary:
●Impressions: 455,217
●Clicks: 18,588
●Avg. CTR: 4.08%
●Visits: 298
ITEM NUMBER: B-5
DATE: 04/20/22
ATTACHMENT: 1
Page 27 of 42
Owned Media
Email Marketing Campaign Results:
Verdin developed and deployed three monthly e-newsletters in Q3. They
included information on events, seasonal happenings, outdoor
experiences and supported EDI initiatives. Below are the results:
January 12:
⎻Open rate: 48.1%
⎻Click rate: 3.8%
⎻Total clicks: 63
February 9:March 17:
⎻Open rate: 39.8%- Open rate: 49.6%
⎻Click rate: 2.6%- Click rate: 3.2%
⎻Total clicks: 43 - Total clicks: 55
Social Media Results:
Platform Impressions Engagements Followers Demographics
Facebook 274,671 20,164 6,767 Women 65+
Instagram 57,205 2,648 3,598 Women 35-44
Top Posts:
ITEM NUMBER: B-5
DATE: 04/20/22
ATTACHMENT: 1
Page 28 of 42
Website Analytics:
Comparing 2022 v. 2021
ITEM NUMBER: B-5
DATE: 04/20/22
ATTACHMENT: 1
Page 29 of 42
ITEM NUMBER: B-6
DATE: 04/20/22
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 February 2022 ATBID summary and expenditure report shows the expenditures that
have been submitted through February 2022. The FY 2021-22 report has not been
finalized and will continue to be updated as the City is on an accrual basis. The
ATBID/Verdin Marketing Expenditure Report shows 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 FY 2021-22
2. ATBID Expenditure Detail report FY 2021-22
3. ATBID Marketing Spreadsheet - Verdin
4. Tourism TOT Report (4.14.22)
Page 30 of 42
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 02/28/2022 2021-2022
REVENUES
41530.6300 Taxes and Assessments 241,078$ 267,507$ 275,295$ 278,184$ 224,609$ 277,287$ 211,149$ 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 246,536 268,231 276,875 287,815 235,462 279,314 211,149 299,270
EXPENSES
6050000 Office Expense 5,164 - - - - - 264 250
6070000 Advertising 86,914 91,005 144,521 178,720 120,110 43,142 86,969 165,000
6400000 Operating Supplies 1,217 120 - - - - - -
6500000 Contract Services **105,314 138,414 172,938 143,482 120,525 106,295 84,961 140,000
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 2,774 2,111 2,860
Total Expenses 206,020 232,639 323,636 325,408 242,881 152,211 174,305 308,540
NET INCOME/(LOSS)40,516 35,592 (46,761) (37,593) (7,419) 127,103 36,844 (9,270)
BEGINNING AVAILABLE BALANCE 289,333 329,849 365,441 318,679 281,086 273,667 400,770 256,830
ENDING AVAILABLE BALANCE 329,849$ 365,441$ 318,679$ 281,086$ 273,667$ 400,770$ 437,614$ 247,560$
*Actual numbers are unaudited, not yet finalized and are subject to change
**Contract Services
Special Events
Atascadero Fall Festival Sponsorship 2021 5,000$
Atascadero Fall Festival Sponsorship 2022 (Payment 1 of 2; 2nd bill for 22/23 fiscal year)10,000
Bovine Classic Sponsorship 2022 10,000
Destination Marketing Services 55,378
Administrative Services Fee 4,583
84,961$
Atascadero Tourism Business Improvement District (ATBID) Fund
4/14/2022
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 1
Page 31 of 42
04/13/2022
CITY OF ATASCADERO
1
6:14PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 02/28/2022
Periods: 0 through 8
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
0000.6053012 Minute Book Filler 0.00 0.00 0.00 0.00 0.00 0.00
263.94 2/11/2022 ap IN 12807
235Line Description: TOURISM DISTRICT BOOK
Vendor: 00258 LAUTZENHISER'S STATIONARY Check # 170698
263.94 263.94 0.000000.6053012 Minute Book Filler 0.00 -263.94 0.00
Total Office Expense 105.58 263.94 263.94 0.00 -13.94 250.00
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
1Page:
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 2
Page 32 of 42
04/13/2022
CITY OF ATASCADERO
2
6:14PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 02/28/2022
Periods: 0 through 8
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)
47.95 8/5/2021 ap IN 12841
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 168431
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
2Page:
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 2
Page 33 of 42
04/13/2022
CITY OF ATASCADERO
3
6:14PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 02/28/2022
Periods: 0 through 8
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 ap IN 10550
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 169462
-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
47.95 12/1/2021 ap IN 13109
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 169605
11,723.21 12/31/2021 ap IN 10637
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 169900
3Page:
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 2
Page 34 of 42
04/13/2022
CITY OF ATASCADERO
4
6:14PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 02/28/2022
Periods: 0 through 8
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)
-11,723.21 12/31/2021 po LI 10637
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
47.95 1/1/2022 ap IN 13169
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 169833
6,173.45 1/31/2022 ap IN 10683
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 170318
-6,173.45 1/31/2022 po LI 10683
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
117.95 2/1/2022 ap IN 13251
235Line Description: WEB SITE MAINTENANCE,SECURE WE
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 170105
11,607.12 2/28/2022 ap IN 10718
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 170620
-11,607.12 2/28/2022 po LI 10718
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
59,438.80 59,438.80 0.000000.6077025 Digital Media Advertising 41,014.80 -100,453.60 0.00
4Page:
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 2
Page 35 of 42
04/13/2022
CITY OF ATASCADERO
5
6:14PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 02/28/2022
Periods: 0 through 8
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 0.00 0.00 0.00 0.00 0.00 0.00
18,000.00 7/1/2021 po PO 02453
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
3,750.00 7/11/2021 ap IN 210120
235Line Description: 2021 SPONSORSHIP
Vendor: 04221 CALIFORNIA MID-STATE FAIR Check # 168314
12,500.00 7/21/2021 ap IN 13950
235Line Description: AUGUST 2021 EDI STUDY~
Vendor: 00406 VISIT SLO CAL Check # 168505
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
1,280.00 2/16/2022 ap IN 02162022
235Line Description: REGISTRATION FEE
Vendor: 00406 VISIT SLO CAL Check # 170322
27,530.00 27,530.00 0.000000.6077060 Advertising 18,000.00 -45,530.00 0.00
Total Advertising 88.47 86,968.80 86,968.80 59,014.80 19,016.40 165,000.00
0000.6400000 Operating Supplies
Total Operating Supplies 0.00 0.00 0.00 0.00 0.00 0.00
5Page:
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 2
Page 36 of 42
04/13/2022
CITY OF ATASCADERO
6
6:14PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 02/28/2022
Periods: 0 through 8
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
0000.6500000 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
-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
6Page:
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 2
Page 37 of 42
04/13/2022
CITY OF ATASCADERO
7
6:14PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 02/28/2022
Periods: 0 through 8
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)
-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
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
5,774.20 12/31/2021 ap IN 10637
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 169900
-5,774.20 12/31/2021 po LI 10637
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
7Page:
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 2
Page 38 of 42
04/13/2022
CITY OF ATASCADERO
8
6:14PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 02/28/2022
Periods: 0 through 8
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)
7,779.90 1/31/2022 ap IN 10683
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 170318
-7,779.90 1/31/2022 po LI 10683
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
6,028.60 2/28/2022 ap IN 10718
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 170620
-6,028.60 2/28/2022 po LI 10718
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
55,377.80 55,377.80 0.000000.6501125 Promotions Consultants 26,622.20 -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
2,291.67 1/1/2022 je GJ JE22 01-07
235Line Description: ATBID Admin Service Fee - Jan
2,291.67 2/1/2022 je GJ JE22 02-04
235Line Description: ATBID Admin Service Fee - Feb
9,583.34 9,583.34 0.000000.6509010 Other Professional Services 0.00 -9,583.34 0.00
0000.6509032 Additional Promotional Services 0.00 0.00 0.00 0.00 0.00 0.00
8Page:
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 2
Page 39 of 42
04/13/2022
CITY OF ATASCADERO
9
6:14PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 02/28/2022
Periods: 0 through 8
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
0000.6509032 Additional Promotional Services (Continued)
10,000.00 2/7/2022 ap IN 666
235Line Description: ATASCADERO FALL FEST GRANT
Vendor: 08621 EN FUEGO EVENTS Check # 170390
10,000.00 2/17/2022 ap IN 196
235Line Description: BOVINE CLASSIC SPONSORSHIP
Vendor: 08979 LOCOMOTIV PERFORMANCE COACHING Check # 170269
20,000.00 20,000.00 0.000000.6509032 Additional Promotional Services 0.00 -20,000.00 0.00
Total Contract Services 79.70 84,961.14 84,961.14 26,622.20 28,416.66 140,000.00
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 83.56 172,193.88 172,193.88 85,637.00 50,709.12 308,540.00
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
83.56 172,193.88 172,193.88 85,637.00 50,709.12 308,540.00Total Atascadero Tourism Bus Improv Dist
Grand Total 172,193.88 172,193.88 83.56 85,637.00 50,709.12 308,540.00
9Page:
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 2
Page 40 of 42
VISIT ATASCADERO
MARKETING EXPENSES - FISCAL YEAR 2021-2022
Budget: $200,000 | Updated 4/12/2022
DETAILED SPENDING Actual Actual Actual Actual Actual Actual Actual Actual Actual 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 $2,684.30 $1,777.20 $1,658.30 $2,000.00 $3,000.00 $4,387.30 $26000.00
Creative Development $30,000 $981.30 $1,122.98 $3,427.82 $4,028.70 $9,617.29 $1,456.62 $1,843.60 $1,487.10 $1,739.40 $2,400.00 $1,200.00 $695.19 $30000.00
Website Updates $3,000 $499.00 $175.00 $58.00 $268.00 $1,000.00 $1,000.00 $3000.00
Social Media $18,000 $1,516.50 $1,509.30 $1,422.20 $1,549.00 $1,507.30 $1,465.50 $1,528.80 $1,489.90 $1,508.80 $1,500.00 $1,500.00 $1,502.70 $18000.00
E-Newsletter $12,000 $1,000.69 $1,217.59 $983.69 $998.09 $987.99 $988.19 $1,004.49 $999.49 $1,002.29 $1,000.00 $1,000.00 $817.49 $12000.00
Public Relations $5,000 $279.10 $380.00 $404.60 $131.50 $201.30 $335.50 $1,263.20 $2,004.80 $5000.00
Media Planning $4,000 $330.10 $112.60 $636.00 $319.00 $301.40 $297.70 $460.60 $339.90 $290.00 $310.00 $300.00 $302.70 $4000.00
Media Cost $82,000 $1,010.24 $425.00 $424.99 $7,320.00 $8,305.94 $8,888.60 $6,055.26 $11,484.13 $10,481.99 $10,000.00 $10,000.00 $7,603.85 $82000.00
Reactive Media $20,000 $1,482.35 $10,000.00 $8,500.00 $19982.35
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 $13,953.35 $17,635.72 $17,016.28 $18,741.20 $30,004.80 $24,809.23 $199,982.35
Added Value/No Charge $558 $1,262 $435 $1,559 $3814
OUT OF SCOPE Actual Actual Actual Actual Actual Actual Actual Actual Actual 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
IPW $6,000 $944.48 $944.48
SUMMARY: ACTUAL TO BUDGET
Monthly Budget July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June TOTAL
Monthly Totals $11,000 $0 $0 $0 $2,463 $0 $2,489 $0 $0 $944 $0 $0 $0 $5,896.64
Added Value/No Charge
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 3
Page 41 of 42
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 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 572,899.75$ 497,203.11$ 1,070,102.86$
ITEM NUMBER: B-6
DATE: 04/20/22
ATTACHMENT: 4
Page 42 of 42