HomeMy WebLinkAboutTBID_2022-05-18_AgendaPacket
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, May 18, 2022 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Patricia Hardin, SpringHill Suites by Marriott
Vice Chairperson Corina Ketchum, Home 2 Suites by Hilton
Board Member Deana Alexander, The Carlton Hotel
Board Member, Tom O’Malley, Portola Inn
Board Member Amar Sohi, Holiday Inn Express and Suites
APPROVAL OF AGENDA:
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address
the Board on any matter not on this agenda and over which the Board has jurisdiction.
Speakers are limited to three minutes. Please state your name for the record before making
your presentation. The Board may take-action to direct the staff to place a matter of business
on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless
changed by the Board.
A. CONSENT CALENDAR:
1. ATBID Draft Action Minutes – April 20, 2022
▪ Recommendation: ATBID Board approve the April 20, 2022 Draft ATBID Regular
Meeting Minutes. [City Staff]
B. BUSINESS ITEMS:
1. 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.
2. Marketing Services Contract Renewal
▪ Recommendation: Review proposed marketing plan and provide staff direction for
the one-year contract extension (2 out of 4 one-year extensions) of the Verdin
Marketing Services for the 2022/2023 fiscal year. [Verdin]
▪ Fiscal Impact: $206,000
Page 1 of 35
3. Budget Overview & Monthly Report
▪ Recommendation: ATBID Board receive and file Budget Overview and Monthly
Report. [City/Verdin]
▪ Fiscal Impact: None.
4. 2022-2023 ATBID Annual Assessment
▪ Recommendation: ATBID Board receive and file the 2022-2023 Annual
Assessment for Visit Atascadero. [City]
▪ Fiscal Impact: None.
C. UPDATES:
1. Visit SLO CAL Updates form May meeting (Note: Marketing Committee meets every
other month) – Camille Silvera
2. Marketing Update – Verdin Marketing
3. 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. Atascadero Equity Mural Project & Mural Trail Map Update (June).
2. Political/Action Topics Presentation by the Mayor and/or County Supervisor.
3. Space Port Presentation by Mayor Martin & Mayor Moreno.
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
F. ADJOURNMENT
Page 2 of 35
ITEM NUMBER: A-1
DATE: 05/18/22
Atascadero TBID
April 20, 2022
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
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:
Chairperson Harden called the meeting to order at 2:31 p.m.
ROLL CALL:
Present: By Teleconference - Chairperson Harden, and Board Members
Alexander and O’Malley
Absent: Board Member Sohi and Vice Chairperson Ketchum
Staff Present: By Teleconference - Deputy City Manager/Outreach Promotions
Terrie Banish, Marketing Consultant Ashlee Akers, Deputy City Clerk
Dillon James and Deputy City Clerk Amanda Muther
APPROVAL OF AGENDA:
MOTION: By Board Member Alexander and seconded by Board Member
O’Malley to approve the agenda.
Motion passed 3:0 by a roll call vote. (Ketchum & Sohi absent)
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens spoke by telephone or through the webinar on this item: None.
Page 3 of 35
ITEM NUMBER: A-1
DATE: 05/18/22
Atascadero TBID
April 20, 2022
Page 2 of 4
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]
MOTION: By Board Member O’Malley and seconded by Board Member
Alexander to approve the consent calendar.
Motion passed 3:0 by a roll call vote. (Ketchum & Sohi absent)
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.
Tom Keffury gave the presentation and answered questions from the Board. Deputy City
Manager Banish also spoke on this item 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.
Deputy City Manager Banish clarified that the City would like to split the sponsorship for this
item. The City and TBID would each pay $3,750 to meet the full sponsorship request of
$7,500. Twelve single day admissions tickets, 2 season photo passes and 750 VIP passes
would go to the TBID for Verdin to use in promoting out of the area through
VisitAtascadero.com. TBID would receive all of the hospitality package with a promotion to
be coordinated with Tom Keffury. The sponsorship would include a promotion and signage
for the Apple Pie Contest, and name ownership of the California Craft Spirits Competition
with extra logo exposure.
MOTION: By Board Member O’Malley and seconded by Board Member
Alexander to adopt staff’s recommendation.
Motion passed 3:0 by a roll call vote. (Ketchum & Sohi absent)
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.
Deputy City Manager Banish gave the presentation and answered questions from the Board.
Page 4 of 35
ITEM NUMBER: A-1
DATE: 05/18/22
Atascadero TBID
April 20, 2022
Page 3 of 4
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 reviewed this item and took no action.
In the interest of addressing Item B-4, before Board Member O’Malley had to leave the
meeting and quorum was lost, Item B-4 was taken before Item B-3.
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.
Deputy City Manager Banish 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 go to in-person meetings at City Hall, and have further
research on whether we can do hybrid in the future that can be a
future discussion.
Motion passed 3:0 by a roll call vote. (Ketchum & Sohi absent)
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.
Deputy City Manager Banish 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 Alexander and seconded by Board Member
O’Malley to go ahead with a sponsorship of $5,000.
Motion passed 3:0 by a roll call vote. (Ketchum & Sohi absent)
Page 5 of 35
ITEM NUMBER: A-1
DATE: 05/18/22
Atascadero TBID
April 20, 2022
Page 4 of 4
ADJOURNMENT
Following the motion for the Central Coast Craft Beer Festival, Board Member O’Malley
advised he needed leave the meeting. The meeting was adjourned at 3:11 pm due to a lack
of quorum.
The following agendized items were not discussed.
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.
MINUTES PREPARED BY:
______________________________________
Dillon James
Deputy City Clerk
APPROVED:
Page 6 of 35
ITEM NUMBER: B-1
DATE: 05/18/22
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 7 of 35
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-1
DATE: 05/18/22
ATTACHMENT: 1
Page 8 of 35
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-1
DATE: 05/18/22
ATTACHMENT: 1
Page 9 of 35
Website Analytics:
Comparing 2022 v. 2021
ITEM NUMBER: B-1
DATE: 05/18/22
ATTACHMENT: 1
Page 10 of 35
ITEM NUMBER: B-2
DATE: 05/18/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Services Contract Renewal
RECOMMENDATION:
Review proposed marketing plan and provide staff direction for the one-year contract
extension (2 out of 4 one-year extensions) of Verdin Marketing Services for the 2022/2023
fiscal year.
DISCUSSION:
The ATBID Board appointed Verdin in 2015 for marketing services. These services
include varied activities within the areas of creative development, media hard costs,
planning and placement, social media, e-newsletter, contest management, public
relations, web updates, and strategy and project management. The ATBID Board went
out to RFP (Request for Proposal) at the end of 2020 towards the end of the five-year
contract and a new contract was awarded to Verdin Marketing Services. The current
contract timeline is 3/10/20-6/30/21, with the first one-year extension in place that expires
6/30/22.
The contract provides the option of up to four one-year extensions after the main contract
timeline expires for up to five years. The ATBID Board has the opportunity to renew the
contract for up to five years without going out to RFP.
Looking back at the 2021/2022 fiscal year, Verdin has successfully navigated through the
COVID-19 pandemic and the recovery plan. The agency has continued to work on
updated asset development to help with ongoing creative with the introduction of new
travel itineraries and new advertising campaigns, like the “all in” Atascadero campaign.
In addition, Verdin continues to utilize strategic advertising methods to entice targeted
visitors to Atascadero, provide added support coordinating social media and electronic
communications for selected event partnerships, provide support related to updating, and
informing the ATBID Board about Visit SLO CAL Marketing Committee Meetings, as well
as pursuing co-op and reactive opportunities offered.
Page 11 of 35
ITEM NUMBER: B-2
DATE: 05/18/22
Following is a recap of the current contract timeline and one-year extension:
Verdin Contract:
Year 1:
Contract End Date March 10, 2021: $274,667.00
(3/10/2020-6/30/21; approx.15 month)
Year 1 Actual: $122,877.58
Contract Amendment #1: $206,000
July 1, 2021-June 30, 2022
Contract Amendment #1 (Estimate) $181,500
Plus two out of scope projects under ATBID budget $ 10,452
Total $191,952
Contract Amendment #2: $206,000 (Proposed)
July 1, 2022-June 30, 2023
A presentation will be provided at the meeting that will review the new Scope of Work
for 2022/2023 fiscal year and the proposed budget.
FISCAL IMPACT (GL Varied):
Annually $206,000 based on scope of work proposal.
ATTACHMENTS:
1. Visit Atascadero Marketing Budget 2022-2023
2. Scope of Work 2022-2023
Page 12 of 35
May 12, 2022
Marketing Budget
Visit Atascadero | Budget: $206,000
Detailed Spending Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining
Strategy/Planning/Meetings $21,600 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $21,600 $0
Marketing Plan $5,000 $2,500 $2,500 ----------$5,000 $0
Creative Developement $36,000 $8,000 $5,000 $2,000 $2,000 $2,000 $5,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $36,000 $0
Website Updates $5,000 $500 $2,500 $500 --$500 --$500 --$500 $5,000 $0
Social Media $19,200 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $19,200 $0
Email Marketing $12,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $12,000 $0
Public Relations $5,000 -$1,500 --$1,000 --$1,500 --$1,000 -$5,000 $0
Media Planning $4,200 $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $350 $4,200 $0
Media Buy $98,000 $5,000 $5,000 $10,500 $10,500 $10,500 $5,000 $5,000 $10,500 $10,500 $10,500 $10,000 $5,000 $98,000 $0
Summary: Actual to Budget
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL
Invoice Totals $206,000 $20,750 $21,250 $17,750 $17,250 $18,250 $15,250 $11,750 $18,750 $17,750 $17,250 $17,750 $12,250 $206,000
Added Value
ITEM NUMBER: B-2
DATE: 05/18/22
ATTACHMENT: 1
Page 13 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
SCOPE OF WORK
Atascadero TBID (ATBID)
BUDGET ALLOCATION: JULY 2022 THROUGH JUNE 2023 - $206,000
Below is a general breakdown of budget and marketing services for a twelve-month ATBID partnership. Categories
are based on the past contract and discussions with the City and ATBID board.
CREATIVE DEVELOPMENT: $36,000
Verdin will develop marketing campaigns targeting behavioral demographics to showcase Atascadero’s key assets
as well as refresh and enhance the overall brand.
Estimate includes:
• Concept creation and copywriting
• Brand identity evolution
• Design of all advertising based on approved media plan (TBD)
• Asset coordination, management, and hard costs
MEDIA HARD COSTS, PLANNING & PLACEMENT: $102,200
Verdin will handle all media coordination under the direction and approval of ATBID.
Estimate includes:
• Media planning and negotiation through June 2023
• Media monitoring and recommendations based on performance
• Invoice reconciliation and coordination on any make-goods or billing adjustments needed
• Media hard costs
SOCIAL MEDIA AND E-NEWSLETTER: $31,200
Verdin will manage ATBID’s Facebook, Twitter, Instagram, monthly e-newsletter and promotions.
Estimate includes:
• Creation of monthly calendars and custom images for all appropriate channels
• Creation of monthly e-newsletter content and images
• Scheduling, monitoring and responding
• Monthly subscription cost for Mail Chimp
ITEM NUMBER: B-2
DATE: 05/18/22
ATTACHMENT: 2
Page 14 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
PUBLIC RELATIONS: $5,000
This will consist of content submissions, pitching and FAM coordination with Visit SLO CAL, CCTC and Visit
California.
Estimate includes:
• Proactive pitching when appropriate
• Responding to all Visit SLO CAL, CCTC, Visit California PR opportunities that align with ATBID’s goals and
offerings
• FAM tour coordination with Visit SLO CAL
WEBSITE UPDATES: $5,000
Verdin will updated the website’s content pages as needed for promotions and advertising.
Estimate includes:
• Copywriting, and visual execution (hero images, graphics, etc.)
• Page layout and implementation
STRATEGY, MARKETING PLAN & PROJECT MANAGEMENT: $26,600
Verdin will direct all implementation and monitoring of ATBID projects based on set goals.
Estimate includes:
• Development of FY 2023 Marketing Plan
• Research, strategy, consulting and project management
• Monthly meetings and quarterly reporting
• Monthly Visit SLO CAL Marketing Committee report presented to ATBID. Atascadero representative will
capture notes at SLO CAL meeting and provide to Verdin
• Staff report for Visit SLO CAL opportunities that require board approval
TOTAL: $206,000
ITEM NUMBER: B-2
DATE: 05/18/22
ATTACHMENT: 2
Page 15 of 35
ITEM NUMBER: B-3
DATE: 05/18/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Budget Overview & Monthly Report
RECOMMENDATION:
ATBID Board receive and file Budget Overview and Monthly Report.
DISCUSSION:
The March 2022 ATBID summary and expenditure report shows the expenditures that
have been submitted through March 2022. Special event detail has been provided for the
sponsorships that the ATBID Board has invested in and can be found at the bottom of the
summary report. The FY 2021-22 report has not been finalized and will continue to be
updated as the City is on an accrual basis. The Tourism TOT Report is included showing
the TOT revenues to date. In addition, the Verdin Marketing budget summary is also
attached that provides detailed expense information found in the ATBID Summary &
Expenditure Detail Report.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. ATBID Summary FY 2021-22
2. ATBID Expenditure Detail report FY 2021-22
3. Tourism TOT Report (5.5.22)
4. Verdin Marketing Budget Summary 2021-2022
Page 16 of 35
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL 2021-2022 BUDGETED
2015-2016 2016-2017 2017-2018 2018-2019 2019-2020 6/30/2021 through 03/31/2022 2021-2022
REVENUES
41530.6300 Taxes and Assessments 241,078$ 267,507$ 275,295$ 278,184$ 224,609$ 277,287$ 284,320$ 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 246,536 268,231 276,875 287,815 235,462 279,314 284,320 299,270
EXPENSES
6050000 Office Expense 5,164 - - - - - 264 250
6070000 Advertising 86,914 91,005 144,521 178,720 120,110 43,142 98,602 165,000
6400000 Operating Supplies 1,217 120 - - - - - -
6500000 Contract Services **105,314 138,414 172,938 143,482 120,525 106,295 105,628 140,000
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 2,843 2,860
Total Expenses 206,020 232,639 323,636 325,408 242,881 152,211 207,337 308,540
NET INCOME/(LOSS)40,516 35,592 (46,761) (37,593) (7,419) 127,103 76,982 (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$ 477,752$ 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
Spartan Race Co-Sponsorship 5,000
Atascadero Lakeside Wine Festival 2,000
Destination Marketing Services 61,753
Administrative Services Fee 11,875
105,628$
Atascadero Tourism Business Improvement District (ATBID) Fund
5/5/2022
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 1
Page 17 of 35
05/05/2022
CITY OF ATASCADERO
1
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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-3
DATE: 05/18/22
ATTACHMENT: 2
Page 18 of 35
05/05/2022
CITY OF ATASCADERO
2
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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-3
DATE: 05/18/22
ATTACHMENT: 2
Page 19 of 35
05/05/2022
CITY OF ATASCADERO
3
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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-3
DATE: 05/18/22
ATTACHMENT: 2
Page 20 of 35
05/05/2022
CITY OF ATASCADERO
4
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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
4Page:
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 2
Page 21 of 35
05/05/2022
CITY OF ATASCADERO
5
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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 3/1/2022 ap IN 13314
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 170372
11,585.46 3/31/2022 ap IN 10765
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 170886
-11,585.46 3/31/2022 po LI 10765
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
71,072.21 71,072.21 0.000000.6077025 Digital Media Advertising 29,429.34 -100,501.55 0.00
0000.6077060 Advertising 0.00 0.00 0.00 0.00 0.00 0.00
18,000.00 7/1/2021 po PO 02453
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
3,750.00 7/11/2021 ap IN 210120
235Line Description: 2021 SPONSORSHIP
Vendor: 04221 CALIFORNIA MID-STATE FAIR Check # 168314
12,500.00 7/21/2021 ap IN 13950
235Line Description: AUGUST 2021 EDI STUDY~
Vendor: 00406 VISIT SLO CAL Check # 168505
5Page:
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 2
Page 22 of 35
05/05/2022
CITY OF ATASCADERO
6
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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)
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 88.50 98,602.21 98,602.21 47,429.34 18,968.45 165,000.00
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
6Page:
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 2
Page 23 of 35
05/05/2022
CITY OF ATASCADERO
7
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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
7Page:
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 2
Page 24 of 35
05/05/2022
CITY OF ATASCADERO
8
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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
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
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
8Page:
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 2
Page 25 of 35
05/05/2022
CITY OF ATASCADERO
9
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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)
-6,028.60 2/28/2022 po LI 10718
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
6,375.30 3/31/2022 ap IN 10765
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 170886
-6,375.30 3/31/2022 po LI 10765
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
61,753.10 61,753.10 0.000000.6501125 Promotions Consultants 20,246.90 -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
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
2,291.67 3/1/2022 je GJ JE22 03-02
235Line Description: ATBID Admin Service Fee - Mar
11,875.01 11,875.01 0.000000.6509010 Other Professional Services 0.00 -11,875.01 0.00
0000.6509032 Additional Promotional Services 0.00 0.00 0.00 0.00 0.00 0.00
9Page:
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 2
Page 26 of 35
05/05/2022
CITY OF ATASCADERO
10
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
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
5,000.00 3/8/2022 ap IN 308
235Line Description: CCCBF SPONSORSHIP
Vendor: 07864 CENTRAL COAST BREWERS GUILD Check # 170369
2,000.00 3/28/2022 ap IN 11458
235Line Description: ATASCADERO LAKESIDE WINE FESTI
Vendor: 00022 ATASCADERO CHAMBER OF COMMERCE Check # 170648
5,000.00 3/28/2022 ap IN 14094
235Line Description: SPARTAN RACE CO-SPONSORSHIP
Vendor: 00406 VISIT SLO CAL Check # 170755
32,000.00 32,000.00 0.000000.6509032 Additional Promotional Services 0.00 -32,000.00 0.00
Total Contract Services 89.91 105,628.11 105,628.11 20,246.90 14,124.99 140,000.00
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
10Page:
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 2
Page 27 of 35
05/05/2022
CITY OF ATASCADERO
11
6:17PM
Page:expdetl.rpt Expenditure Detail Report
07/01/2021 through 03/31/2022
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
*** Title Not Found ***0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6900000 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 88.21 204,494.26 204,494.26 67,676.24 36,369.50 308,540.00
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
88.21 204,494.26 204,494.26 67,676.24 36,369.50 308,540.00Total Atascadero Tourism Bus Improv Dist
Grand Total 204,494.26 204,494.26 88.21 67,676.24 36,369.50 308,540.00
11Page:
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 2
Page 28 of 35
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$ 354,118.97$ 1,424,221.83$
ITEM NUMBER: B-3
DATE: 05/18/22
ATTACHMENT: 3
Page 29 of 35
VISIT ATASCADERO
MARKETING EXPENSES - FISCAL YEAR 2021-2022
Budget: $200,000 | Updated 2/11/2022
DETAILED SPENDING Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual 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 $1,473.30 $3,500.00 $4,414.00 $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 $723.20 $1,200.00 $2,371.99 $30000.00
Website Updates $3,000 $499.00 $175.00 $58.00 $145.00 $1,000.00 $1,123.00 $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 $1,490.60 $1,500.00 $1,512.10 $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 $1,001.09 $1,000.00 $816.40 $12000.00
Public Relations $5,000 $279.10 $380.00 $404.60 $131.50 $201.30 $335.50 $2,004.80 $1,263.20 $5000.00
Media Planning $4,000 $330.10 $112.60 $636.00 $319.00 $301.40 $297.70 $460.60 $339.90 $290.00 $304.50 $300.00 $308.20 $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 $9,434.54 $10,000.00 $8,085.84 $81916.53
Reactive Media $20,000 $1,482.35 $1482.35
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 $14,572.23 $20,504.80 $19,894.73 $181,398.88
Added Value/No Charge $558 $1,262 $435 $1,559 $3814
OUT OF SCOPE Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual 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 $5,500 $944.48 $4,555.52 $5500.00
SUMMARY: ACTUAL TO BUDGET
Monthly Budget July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June TOTAL
Monthly Totals $10,500 $0 $0 $0 $2,463 $0 $2,489 $0 $0 $944 $0 $0 $4,556 $10,452.16
Added Value/No Charge
ITEM NUMBER: B-3
DATE 05/18/22
ATTACHMENT: 4
Page 30 of 35
ITEM NUMBER: B-4
DATE: 05/18/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
2022-2023 ATBID Annual Assessment
RECOMMENDATION:
ATBID Board receive and file the 2022-2023 Annual Assessment for Visit Atascadero.
DISCUSSION:
Each year, the ATBID Annual Assessment is brought before City Council to approve the
ATBID Annual Report and adopt the Draft Resolution declaring the intent to levy an
annual Business Assessment on the lodging businesses with within the Atascadero
Tourism Business Improvement District and set a public hearing date at the first City
Council meeting in June.
The City of Atascadero established the Atascadero Tourism Business Improvement
District (ATBID) to levy annual assessments under the Parking and Business
Improvement Area Law of 1989, by adopting Title 3, Chapter 16 of the Atascadero
Municipal Code in April 2013. The activities to be funded by the assessments, on lodging
businesses within the ATBID, are tourism promotions and marketing programs to promote
the City as a tourism destination. The formation and operation of a Tourism Business
Improvement District is governed by the California Streets & Highways Code
(Section 36500 et. Seq.). The budget for the ATBID is submitted in conjunction with the
City’s annual budget.
The City Council appointed ATBID Advisory Board Members to serve at the pleasure of
the Council. The Advisory Board is made up of lodging business owners or employees,
or other representatives holding the written consent of a lodging business owner within
the ATBID area.
The Streets & Highways Code requires that the Advisory Board provide a specific report
to the City Council annually for the expenditure of funds derived from the assessment
paid by lodging businesses within the City. The annual report must identify: (1) proposed
activities, programs and projects for the fiscal year; (2) the approximate cost of such
activities, programs and projects for the fiscal year; (3) the amount of surplus or deficit
revenues carried over from a previous fiscal year; and (4) contributions received other
than assessments. The annual report must meet the requirements of the California
Page 31 of 35
ITEM NUMBER: B-4
DATE: 05/18/22
Streets and Highway Code §36533. The City Council may approve the report as filed or
may modify any particular contained in the report and approve it as modified.
During the 2021-23 budget cycle, staff estimated that ATBID revenues for fiscal year
2020-21 would increase by 11% from fiscal year 2019-20. Actual ATBID revenues
exceeded estimate for fiscal year 2020-21 and saw an increase of 23% over the previous
fiscal year. ATBID revenue is expected to exceed revenue projections in fiscal year 2022.
As of the writing of this report, staff projects that assessment revenue for fiscal year 2021-
22 will be $356,000, up 22% from the budgeted revenue and up 28% from 2020-21 actual
assessment revenue. The current budget projects that assessment revenue for fiscal
year 2022-23 will be $298,170, however, with recent upward revenue trends, there is a
good possibility that revenues will exceed that projection. Expenditures for fiscal year
2021-22 are expected to come in under budget by about $18,540, or about 6%.
The ATBID fund balance is now projected to be $473,720 at June 30, 2022, and $464,910
at June 30, 2023.
The Annual Report includes the above assumptions. Staff recommends the Council
approve the Annual Report, adopt the Resolution of Intention, and set a date and time for
a public hearing. The purpose of the public hearing is to receive public comment prior to
the assessment being collected. Staff is proposing that the hearing be conducted at the
next regular City Council meeting scheduled for June 14, 2022.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Draft Resolution
2. ATBID Annual Report
Page 32 of 35
ITEM NUMBER: B-4
DATE:
ATTACHMENT:
05/18/22
1
ATBID Annual Report
Fiscal Year 2022-2023
(Pursuant to Streets & Highways Code Section 36533)
1. Proposed activities, programs and projects for the fiscal year:
• Contract Services
o Marketing Firm
o Administration Services
• Marketing Plan
• Maintenance of Visual Assets
o Photography & Content
o Creative Services
• Digital Marketing
o Website Content & Updates (i.e., Visit Atascadero; Visit SLOCAL)
o Social Media
• Advertising
o Print & Promotional Items
o Digital
o Reactive Opportunities
• Public Relations
o Group FAM (familiarization tours for journalists, tour operators and
meeting & event coordinators)
o Individual Journalist Hosted Itineraries
o Press Releases
• Tour & Travel
o Collaboration with CCTC FAMs
o Collaboration with Visit CA FAMs
o Collaboration with Visit SLOCAL FAMs
• Consumer Outreach
o Event Sponsorships Opportunities
o Event Marketing
o Email Marketing
• Administration of TBID fund
2. Approximate cost of such activities, programs and projects for the fiscal year is
projected to be $313,620.
3. Amount of fund balance as of June 30, 2022 is projected to be $473,720.
4. Estimated fund balance for June 30, 2023 is budgeted at $464,910.
5. Contributions received other than assessments:
• Estimated interest income of $6,950 for fiscal year 2021/22
• Estimated interest income for fiscal year 2022/23 is budgeted at $6,640.
Page 33 of 35
ITEM NUMBER: B-4
DATE:
ATTACHMENT:
05/18/22
2
DRAFT RESOLUTION
RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
ATASCADERO, CALIFORNIA, DECLARING ITS INTENTION TO LEVY
AN ANNUAL ASSESSMENT ON LODGING BUSINESSES WITHIN THE
ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT,
PURSUANT TO STREETS & HIGHWAYS CODE SECTION 36500 ET.SEQ.
WHEREAS, the City Atascadero (“City”) has formed the Atascadero Tourism Business
Improvement District, pursuant to Section 26500 of the Streets & Highways Code of the State of
California; and
WHEREAS, the City Council has received an annual report pursuant to Section 36533 of
said Code; and
WHEREAS, the City Council has approved said report and is required to adopt a
resolution of intention pursuant to Section 36534.
NOW, THEREFORE BE IT RESOLVED, by the City Council of the City of
Atascadero:
SECTION 1. The City Council hereby declares its intent to levy and collect assessments
within the Atascadero Tourism Business Improvement District for Fiscal Year 2022-2023.
SECTION 2. The ATBID includes all of the lodging businesses, including hotels, motels,
bed and breakfasts, and each business defined as a “hotel” in Section 3-3.02 of Chapter 3
(Transient Occupancy Tax) of the Atascadero Municipal Code (“Lodging Businesses”) within the
corporate boundaries of the City.
SECTION 3. The activities to be funded by the levy of assessments against Lodging
Businesses within the ATBID are tourism promotions and marketing programs to promote the City
as a tourism destination and projects, programs, and activities that benefit Lodging Businesses
located and operating within the boundaries of the ATBID. The proposed activities will primarily
be targeted at increasing transient stays at Lodging Businesses.
SECTION 4. The City Council sets June 14, 2022, as the date of the public hearing on the
levy of assessments. The public hearing will be held at 6:00 p.m. or as soon thereafter as practicable,
in the City of Atascadero Council Chambers, 6500 Palma Ave., Atascadero, California 93422.
SECTION 5. A protest may be made orally or in writing by any owner of a Lodging
Business that is within the ATBID boundaries and subject to the ATBID assessment. Written
protests must be received by the City Clerk, City of Atascadero, before the close of the public
hearing and may be delivered or mailed to the City Clerk, Atascadero, 6500 Palma Ave.,
Atascadero, California 93422. A written protest may be withdrawn in writing at any time before
the conclusion of the public hearing.
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ITEM NUMBER: B-4
DATE:
ATTACHMENT:
05/18/22
2
SECTION 6. Further information regarding the proposed ATBID may be obtained from
the City Manager’s Office, City of Atascadero, 6500 Palma Ave., Atascadero, CA 93422.
SECTION 7. The City Clerk is directed to provide notice of the public hearing on the
proposed ATBID by causing this resolution to be published once in a newspaper of general
circulation in the City not less than seven days before said hearing.
PASSED AND ADOPTED at a regular meeting of the City Council held on the ___th day
of _____, 2022.
On motion by Council Member _________ and seconded by Council Member _______,
the foregoing Resolution is hereby adopted in its entirety on the following roll call vote:
AYES:
NOES:
ABSENT:
ADOPTED:
CITY OF ATASCADERO
___________________________________
Heather Moreno, Mayor
ATTEST:
___________________________________
Lara K. Christensen, City Clerk
APPROVED AS TO FORM:
___________________________________
Brian A. Pierik, City Attorney
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