HomeMy WebLinkAboutTBID_2022-10-19_AgendaPacket
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, October 19, 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.
PRESENTATIONS:
1. Atascadero Economic Development Update
1. CONSENT CALENDAR:
1. ATBID Draft Action Minutes – September 21, 2022
▪ Recommendation: ATBID Board approve the Draft Action Minutes of the
September 21, 2022 meeting. [City Staff]
2. BUSINESS ITEMS:
1. SLO CAL Resident Tourism Sentiment Research Study
▪ Recommendation: ATBID Board discuss and provide staff direction regarding
potential ATBID sponsorship of Atascadero residents’ participation in a 1,500-
respondent survey of local sentiments about tourism, commissioned by the Visit
SLO CAL Tourism Marketing District in partnership with Destination Analysts.
[City/SLO CAL]
▪ Fiscal Impact: $6,800
Page 1 of 38
2. Event Sponsorship Review
▪ Recommendation: ATBID Board review, discuss and provide staff direction to
update the current Event Sponsorship program and provide direction on an
event solicitation mailing along with a possible deadline for consideration for new
and renewing events. [ATBID/City]
▪ Fiscal Impact: None.
3. Quarterly Marketing Report
▪ Recommendation: ATBID Board receive and file Verdin’s quarterly marketing
report for Q1 2022. [Verdin]
▪ Fiscal Impact: None.
4. Budget Overview and Monthly Report
▪ Recommendation: ATBID Board receive and file the budget overview and monthly
report. [City/Verdin]
▪ Fiscal Impact: None.
3. UPDATES:
1. Visit SLO CAL Board and Marketing Committee updates. [Visit SLO CAL/Verdin/City
Manager’s Office]
2. City business and administrative update. [City Manager’s Office]
4. BOARD MEMBER COMMENTS:
5. FUTURE AGENDA ITEMS: (This section is set aside for open discussion on future
agenda items)
1. Budget ad hoc assignment for the upcoming 2023-2025 budget cycle, including the
contingency fund amount for emergencies. (November)
2. Quarterly check in on HdL STR compliance program. (November)
3. Bovine Classic event recap. (November)
4. Next quarterly marketing report by Verdin Marketing. (January)
5. New event sponsorship opportunity presentation by City. (January)
6. Political/action topics presentation by City of Atascadero Mayor and/or San Luis
Obispo County Supervisor. (January)
7. Atascadero Fall Fest recap. (January)
F. ADJOURNMENT
Page 2 of 38
ITEM NUMBER: A-1
DATE: 10/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
Wednesday, September 21, 2022 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Harden called the meeting to order at 2:35 P.M.
ROLL CALL:
Present: Chairperson Harden, Vice Chairperson Ketchum, Board Member
Alexander, and Board Member Sohi
Absent: Board Member O’Malley
Staff Present: Deputy City Manager Terrie Banish, Administrative Services Director
Jeri Rangel, Deputy Director of Economic and Community
Development Loreli Cappel, Deputy City Clerk Dillon James, and
Marketing Consultant Ashlee Akers
APPROVAL OF AGENDA:
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the agenda.
Motion passed 4:0 by a roll call vote. (O’Malley absent)
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.
Chairperson Harden opened the Public Comment period.
The following citizens provided public comment: Karen McNamara and Gabrielle Romo of
the Atascadero Printery Foundation, raising awareness of a fundraiser on November 13,
2022.
Chairperson Harden closed the Public Comment period.
Page 3 of 38
ITEM NUMBER: A-1
DATE: 10/19/22
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – August 17, 2022
▪ Recommendation: ATBID Board approve the Draft Action Minutes of the August
17, 2022 meeting. [City Staff]
MOTION: By Board Member Alexander and seconded by Vice Chairperson
Ketchum to approve the consent calendar.
Motion passed 4:0 by a roll call vote. (O’Malley absent)
B. BUSINESS ITEMS:
1. Spaceport Presentation
▪ Recommendation: ATBID Board receive and file the presentation regarding the
planned development of a spaceport in the City of El Paso de Robles. [City of El
Paso de Robles]
▪ Fiscal impact: None.
Deputy Director of Economic and Community Development Loreli Cappel and City of El
Paso de Robles Economic Development Manager Paul Sloan presented this item and
answered questions from the Board.
The Board expressed interest in furthering Paso Robles’ pursuit of a spaceport, particularly
the academic, commercial, and financial opportunities that will naturally follow a world-
class spaceport in North County. The Board encouraged further economic research on this
item.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: None.
Chairperson Harden closed public comment.
The Spaceport Presentation was received and filed.
2. Ad Hoc Committee for Budget Cycle, Emergency Contingency and Reserves
Update
▪ Recommendation: ATBID Board provide staff direction regarding possible
assignment of an ad hoc committee for the upcoming budget cycle, contingency
funds for emergencies, and clarification on financial reserves. [City]
▪ Fiscal impact: None.
Deputy City Manager Terrie Banish and Administrative Services Director Jeri Rangel
presented this item and answered questions from the Board.
City staff reminded the Board that all funds budgeted for ATBID solely belong to ATBID and
cannot be moved into any other account for any other purpose. Staff clarified “emergency
contingency” as a desired separate line item to indicate an emergency fund, whereas
Page 4 of 38
ITEM NUMBER: A-1
DATE: 10/19/22
ATBID’s “reserves” refer to unspent funds allocated in the previous budget cycle. With these
facts in mind, the ATBID Board moved to create an ad hoc committee for the upcoming
budget cycle.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: Ashlee Akers.
Chairperson Harden closed public comment.
MOTION: By Board Member Alexander and seconded by Vice Chairperson
Ketchum to:
1. Create an ad hoc committee for the 2022-2023 budget cycle;
and
2. Appoint Board Members O’Malley and Sohi as ad hoc
committee members; and
3. Further discuss this committee’s action timeline and duties
at a future ATBID meeting
Motion passed 4:0 by a roll call vote. (O’Malley absent)
3. Budget Overview & Monthly Report
▪ Recommendation: ATBID Board receive and file the Budget Overview and
Monthly Report. [City/Verdin]
▪ Fiscal Impact: None.
Deputy City Manager Terrie Banish and Marketing Consultant Ashlee Akers presented this
item and answered questions from the Board.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: None.
Chairperson Harden closed public comment.
The Budget Overview & Monthly Report was received and filed.
C. UPDATES:
1. Visit SLO CAL Board and Marketing Committee updates. [Visit SLO
CAL/Verdin/City Manager’s Office]
2. City business and administrative update. [City]
3. Hipcamp TOT compliance. [City]
D. BOARD MEMBER COMMENTS: None.
Vice Chairperson Ketchum left the meeting at 4:16 P.M.
Page 5 of 38
ITEM NUMBER: A-1
DATE: 10/19/22
E. FUTURE AGENDA ITEMS: (This section is set aside for open discussion on future
agenda items)
4. Quarterly check in on HdL STR Compliance program. (October)
5. Event sponsorship letter/mailing to solicit for future events, e.g., Cider Festival,
Wine Speak, etc. (October)
6. New event sponsorship opportunities presentation by City. (October)
7. Atascadero Printery Foundation presentation. (October)
8. Political/action topics presentation by City of Atascadero Mayor and/or San Luis
Obispo County Supervisor. (November)
F. ADJOURNMENT
Chairperson Harden adjourned the meeting at 4:19 P.M.
MINUTES PREPARED BY:
______________________________________
Dillon Dean James
Deputy City Clerk
APPROVED:
Page 6 of 38
ITEM NUMBER: B-1
DATE: 10/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
SLO CAL Resident Tourism Sentiment Research Study
RECOMMENDATION:
ATBID Board discuss and provide staff direction regarding potential ATBID sponsorship
of Atascadero residents’ participation in a 1,500-respondent survey of local sentiments
about tourism, commissioned by the Visit SLO CAL Tourism Marketing District in
partnership with Destination Analysts.
DISCUSSION:
The Visit SLO CAL Tourism Marketing District (SLO CAL) is an external agency that
specializes in strategic planning for tourism in our county. SLO CAL will be working with
Destination Analysts, a California-based research firm, through a countywide polling
process. This Resident Sentiment Research Study will be an online survey, including
in-market surveys across the county. The online and in-market intercept study project
will start in November and should be completed by June 2023. The objective of this
study is to evaluate San Luis Obispo County residents’ perceptions and opinions
regarding the tourism industry in their communities. Residents in SLO CAL’s seven
destinations and in the unincorporated areas will be represented in the overall sample
size.
The details of the Resident Sentiment Study will evaluate the important role of tourism in
our area and the impacts it presents to our daily life, our unhoused population, traffic
concerns, awareness of the SLO CAL brand, etc. There will be thirty questions, and there
will not be an opportunity for question customization. The co-op will provide our
destination with the results along with the assurance that there will be a sample size of
people interviewed from our local area. The information generated will be a resource for
our destination as feedback from our local residents and business on their thoughts about
tourism in our area.
There will be an oral presentation given by Visit SLO CAL on the details of the survey.
FISCAL IMPACT:
$6,800.
Page 7 of 38
ITEM NUMBER: B-1
DATE: 10/19/22
ATTACHMENTS:
1. SLO CAL Resident Tourism Sentiment Research Study Brief
2. Resident Tourism Sentiment Research Study Co-op Participation Agreement
Page 8 of 38
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401 805-541-8000 SLOCAL.com
Resident Tourism Sentiment Research Study
Co-Op Opportunity
SLO CAL Resident Tourism Sentiment Research Study
Scope of Work
The objective of this research is to evaluate San Luis Obispo County
residents’ current perceptions and opinions regarding the tourism industry
in their destination communities and in the greater unincorporated
county, and how it impacts their lives. The research partner is Destination
Analysts (www.destinationanalysts.com).
Research Objectives
• Survey a representative sample of San Luis Obispo County residents in
order to segment at the community level
• Assess the current sentiment of residents towards tourism across the
county and in their communities
• Identify pain points of residents as well as strengths and opportunities
• Provide information to help inform Visit SLO CAL’s destination
management strategy and marketing plans
• Provide an expert analysis of tourism sentiment among residents as
well as recommendations for future tourism marketing, destination
development and community involvement
• Assess awareness of Visit SLO CAL and understanding of the
organization’s work to build a vibrant tourism economy
• Provide a paid, co-op path destination partners - the 7 cities and
1unincorporated area in SLO CAL – to access to resident tourism
sentiment at the local level
Research Methodology
• Online (phone/internet) and in-market intercept surveys; N=1,500 total
sample size
ITEM NUMBER: B-1
DATE 10/19/22
ATTACHMENT: 1
Page 9 of 38
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401 805-541-8000 SLOCAL.com
• A majority of surveys will be collected online by Destination Analysts
and polling research partner Dynata. In-market intercepts will be
conducted by a 3-person survey team to ensure geographic balance
and learning opportunities.
• Representative sampling will be based on U.S. Census population data
across SLO CAL’s 7 destinations and the unincorporated areas.
• One survey instrument for both English and Spanish; approximately 30
questions.
• Timeline:
o Survey questionnaire development: November 2022
o Data collection: December 2022-March 2023
o Data analysis: March-April 2023
o Final report of findings: May 2023 (VSC), June for co-op
partners
Survey Co-op Deliverables, Commitment & Buy-in Cost
• Customized report with top-line recommendations and data charts
• Top-line data analysis
• Customized report with top-line recommendations
• Interpretation of data
• Comparison to SLO CAL traveler sentiment
• Custom data cross-tabulations
• Complete local data set
Co-Op participation cost: $6,800
Signed co-op participation form due: November 1, 2022
For additional information, please contact:
Tracy Campbell
Vice President of Community Engagement and Advocacy
Visit SLO CAL
805-541-8000, ext. 103
ITEM NUMBER: B-1
DATE 10/19/22
ATTACHMENT: 1
Page 10 of 38
ITEM NUMBER: B-1
DATE: 10/19/22
ATTACHMENT: 2
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401
805-541-8000 SLOCAL.com
Resident Tourism Sentiment Research Study Co-Op Participation
Visit SLO CAL will be executing a countywide Resident Sentiment Research Study starting in November
2022. The online and in-market intercept study project will be completed by June 2023. The
objective of this study is to evaluate San Luis Obispo County residents’ perceptions and opinions
regarding the tourism industry in their communities. Residents in SLO CAL’s seven destinations and in
the unincorporated areas will be represented in the overall sample size.
Visit SLO CAL is in final negotiations with Destination Analysts, a California-based research vendor, for
this scope of work. We would like to offer our destination partners the opportunity to participate in
this research to obtain community-level data, insights and expert recommendations to help inform
future marketing and/or community engagement plans. Destination partners who chose to
participate will receive a customized community report with top-level, actionable recommendations.
Each community-level report will also include a top-line analysis and interpretation of the data,
accompanying charts/graphs, a comparative analysis to SLO CAL traveler sentiment data, customized
data cross-tabulations and a complete data set.
Please sign below if you are interested in participating. The deadline to submit your partnership form
to Visit SLO CAL is Tuesday, November 1, 2022.
THE COST FOR PARTNERS TO PARTICIPATE: $6,800*
Please sign below if you are interested in participating. The deadline to submit your partnership form
to Visit SLO CAL is Tuesday, November 1, 2022.
______________________________________ Date: __________________________
Name
______________________________________
Organization
*Visit SLO CAL will invoice and collect all funds from participating co-op partners.
For more information, please contact Tracy Campbell, Vice President of Community Engagement and
Advocacy, Visit SLO CAL at: 805-541-8000, email: tracy@slocal.com.
Page 11 of 38
ITEM NUMBER: B-2
DATE: 10/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Event Sponsorship Review
RECOMMENDATION:
ATBID Board review, discuss, and provide staff direction regarding updating ATBID’s
event sponsorship program, deadlines for sponsorship applications, potential event
solicitation mailings, and sponsorship tiers.
DISCUSSION:
The ATBID sponsorship program and respective tiers were established in 2016 to guide
event sponsorship support discussions. The ATBID board uses the tiers to evaluate
event compatibility with current Visit Atascadero goals and strategies. This event
sponsorship program has grown since its inception to support numerous events hosted
in the City of Atascadero. The event sponsorship tiers system has been revised due to
the increased interest in the event sponsorship program to ensure Visit Atascadero and
ATBID continues to strategically host and support mutually beneficial events.
During the October 21, 2020 ATBID Board meeting, the revised event sponsorship tiers
and application were reviewed and on November 18, 2020 the revisions were approved
and put in circulation. The most updated event sponsorship tiers and sponsorship
application is attached for ATBID Board’s review and feedback.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Event Sponsorship Tiers
2. Event Sponsorship Application
Page 12 of 38
Event Sponsorship Tiers
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
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 13 of 38
Event Sponsorship Tiers
Additional Considerations:
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 note that determining the appropriate tier level is based on a combination of one or more
specific event tier factors and the additional considerations provided
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 14 of 38
Expectations of Event Organizer by Tier
Tier 1
Tier 2
Tier 3
•Visit Atascadero logo on all event marketing materials including
but not limited to flyers, programs and website
•Appropriate shout outs on social media and promotion of the
event
•Visit Atascadero and lodging property promotion in mailings
and marketing outreach
•First right of refusal for at least one guest event item featuring
Visit Atascadero logo (ex. Glassware, bag, etc.)
•Visit Atascadero logo on all event marketing materials including
but not limited to flyers, programs and website
• Appropriate shout outs on social media and promotion of the
event
•Visit Atascadero and lodging property promotion in mailings
and marketing outreach
•First right of refusal for at least one co-branded guest event
item featuring Visit Atascadero logo (ex. Glassware, bag, etc.)
•
•Visit Atascadero logo on all event marketing materials including
but not limited to flyers, programs and website
•Appropriate shout outs on social media and promotion of the
event
*It is the responsibility of event management to meet the expectations based on their
tier level and follow up with Visit Atascadero for any necessary branding pieces
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 15 of 38
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-2
DATE 10/19/22
ATTACHMENT: 1
Page 16 of 38
p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 17 of 38
Event Sponsorship Requirements Checklist
The following requirements must ALL be met in order to qualify for sponsorship and
receive funding. Please be sure to carefully read and submit all necessary
documentation and information.
¨ Complete application and submit at least 6 months prior to event
¨ Include requested sponsorship amount in application
¨ Select eligible event tier and describe how your event meets qualification
¨ Provide event budget with line items detailing how sponsorship funding will be
used
¨ Provide a detailed marketing plan
¨ Include a financial statement from your organization – applicant must be able to
demonstrate financial accountability for event expenses
¨ Describe all sources of event income and additional sponsorships that have been
secured
¨ If requested, attend an ATBID Board Meeting to provide event presentation
¨ If awarded event sponsorship funding, plan to attend two ATBID Board Meetings:
o Provide planning progress update at least two months prior to event
o Provide an event recap detailing attendance, marketing efforts and results,
impact on Atascadero tourism and future plans
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 18 of 38
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
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 19 of 38
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:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 20 of 38
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
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 21 of 38
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
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 22 of 38
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)?
______________________________________________________________________
______________________________________________________________________
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 23 of 38
______________________________________________________________________
______________________________________________________________________
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 24 of 38
Rules and Regulations for Event Coordinators
• Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
• Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
• Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
• Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
• Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero
logo included on event marketing materials like glassware) if event support from the
ATBID Board totals $7,500 or more.
• Please also reference the Expectations of Event Organizer by Tier to ensure you are
correctly and accurately recognizing Visit Atascadero’s support. It is the
responsibility of the event organizer to follow up with Visit Atascadero for necessary
branding pieces needed to fit the promotion requirements.
• Funding will be invoiced in sections based on promotion compliance and specific
event expectations. Funding percentages and invoice timelines will be determined in
advance between the Atascadero TBID Board and the event organizer.
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 25 of 38
***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.
ITEM NUMBER: B-2
DATE 10/19/22
ATTACHMENT: 1
Page 26 of 38
ITEM NUMBER: B-3
DATE: 10/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Quarterly Marketing Report
RECOMMENDATION:
ATBID Board receive and file Verdin’s quarterly marketing report for Q1 2022.
DISCUSSION:
Verdin will take the ATBID Board through the marketing plan summary and review performance
found in the stat summary.
Quarter 1 (July – September 2022) stat summary of the success of the Summer campaign.
The stat report takes you through the performance of the “All In” video ad campaign over the
quarter, as well as performance results for Google AdWords, social media posts, and the
thrice-monthly e-newsletters. The stat report is attached and highlights the successes of the
summer campaign. Verdin will provide an oral presentation to review the quarterly marketing
report.
FISCAL IMPACT:
None.
ATTACHMENT:
1. Quarter 1 Stat Report
Page 27 of 38
October 12, 2022
Visit Atascadero
Quarter 1 Stat Report
Summary of Performance
The paid media results for Q1 represent the kicko of Visit Atascadero’s FY 2022-2023 campaign. Placement
channels for Q1 included programmatic video pre-roll, Google AdWords, and social boosted posts. The
programmatic campaign garnered 292,423 impressions and 1,401 clicks in September, reflecting strong
engagement with the current ad sets. Google AdWords accounted for 8,958 impressions and 304 clicks,
directing users to the Visit Atascadero website to gain more information about the destination. Open rates for
email marketing continued to outperform the previous quarter reaching almost a 49% open rate. Social media
continues to be a great way to provide information about local events and promote Atascadero businesses.
Paid Media
Digital Media Results:
Channel Creative Impressions Clicks CTR
Programmatic All In Video 1 146,880 699 0.48%
Programmatic All In Video 2 145,543 702 0.48%
Google Adwords SEM - General brand 8,958 304 3.39%
Social Facebook Boosts 72,954 162 0.22%
Social Instagram Boosts 37,000 1,591 4.3%
Total Campaign Summary:
●Impressions: 411,335
●Clicks: 3,458
●Avg. CTR: 1.77%
ITEM NUMBER: B-3
DATE 10/19/22
ATTACHMENT: 1
Page 28 of 38
Owned Media
Email Marketing Campaign Results:
Verdin developed and deployed three monthly e-newsletters in
Q1. They included information on events, local happenings and
seasonal events. Below are the results:
July 13:
⎻Open rate: 42.5%
⎻Click rate: 2.1%
⎻Total clicks: 70
August 11:September 14:
⎻Open rate: 47.7%- Open rate: 48.3%
⎻Click rate: 2.2%- Click rate: 1.3%
⎻Total clicks: 60 - Total clicks: 41
Social Media Results:
Platform Impressions Engagements Followers Demographics
Facebook 200,824 15,470 7,009 Women 35-44
Instagram 130,863 4,149 4,268 Women 35-44
Top Posts:
ITEM NUMBER: B-3
DATE 10/19/22
ATTACHMENT: 1
Page 29 of 38
Website Analytics:
Comparing 2022 v. 2021
ITEM NUMBER: B-3
DATE 10/19/22
ATTACHMENT: 1
Page 30 of 38
ITEM NUMBER: B-4
DATE: 10/19/22
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Budget Overview and Monthly Report
RECOMMENDATION:
ATBID Board receive and file the budget overview and monthly report.
DISCUSSION:
The ATBID summary and expenditure report shows the expenditures that have been
submitted through August 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 is also included for 2022-2023, showing
the budget details for the year ahead. In addition, the transient occupancy tax (TOT)
report is included showing the TOT revenues to date.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. ATBID Summary FY 21-22
2. ATBID Expenditure Detail Report FY 21-22
3. ATBID Verdin Marketing Budget and Expenditure Report FY 22-23
4. Tourism Report – Transient Occupancy Tax Revenues (10/10/22)
Page 31 of 38
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL 2022-2023 BUDGETED
2017-2018 2018-2019 2019-2020 6/30/2021 6/30/2022*through 08/31/2022 2022-2023
REVENUES
41530.6300 Taxes and Assessments 275,295$ 278,184$ 224,609$ 277,287$ 409,652$ 1,166$ 298,170$
45920.0003 Assessment Penalties - - 133 - 933 - -
46110.0000 Investment Earnings 1,580 9,631 10,720 2,027 - - 6,640
Total Revenue 276,875 287,815 235,462 279,314 410,585 1,166 304,810
EXPENSES
6050000 Office Expense - - - - 264 - 250
6070000 Advertising 144,521 178,720 120,110 43,142 127,366 5,127 165,000
6400000 Operating Supplies - - - - - - -
6500000 Contract Services **172,938 143,482 120,525 106,295 143,436 31,288 145,000
6600000 Professional Development 425 425 - - 731 - 450
6740000 Business Development 3,000 - - - - - -
6900000 Administration 2,753 2,782 2,246 2,774 4,106 12 2,920
Total Expenses 323,636 325,408 242,881 152,211 275,903 36,426 313,620
NET INCOME/(LOSS)(46,761) (37,593) (7,419) 127,103 134,682 (35,260) (8,810)
BEGINNING AVAILABLE BALANCE 365,441 318,679 281,086 273,667 400,770 535,452 256,830
ENDING AVAILABLE BALANCE 318,679$ 281,086$ 273,667$ 400,770$ 535,452$ 500,191$ 248,020$
*Actual numbers are unaudited, not yet finalized and are subject to change
**Contract Services
Special Events
Atascadero Fall Festival Sponsorship 2022 10,000$
Destination Marketing Services 16,704
Administrative Services Fee 4,583$
31,288$
Atascadero Tourism Business Improvement District (ATBID) Fund
10/10/2022
ITEM NUMBER: B-4
DATE 10/19/22
ATTACHMENT: 1
Page 32 of 38
10/09/2022
CITY OF ATASCADERO
8:03PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 08/31/2022
Periods: 0 through 2
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6000000 Operating Services and Supplies
0000.6050000 Office Expense
0000.6050000 Office Expense 0.00 0.00 250.00 0.00 250.00 0.00
Total Office Expense 0.00 0.00 0.00 0.00 250.00 250.00
0000.6070000 Advertising
0000.6070000 Advertising 0.00 0.00 165,000.00 0.00 165,000.00 0.00
0000.6077025 Digital Media Advertising 0.00 0.00 0.00 0.00 0.00 0.00
100,000.00 7/1/2022 po PO 02501
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
47.95 7/1/2022 ap IN 13719
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 171724
696.47 7/31/2022 ap IN 10946
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 172458
-696.47 7/31/2022 po LI 10946
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
47.95 8/1/2022 ap IN 13886
235Line Description: WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 171977
ITEM NUMBER: B-4
DATE 10/19/22
ATTACHMENT: 2
Page 33 of 38
10/09/2022
CITY OF ATASCADERO
8:03PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 08/31/2022
Periods: 0 through 2
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6077025 Digital Media Advertising (Continued)
584.45 8/31/2022 ap IN 11005
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 172458
-584.45 8/31/2022 po LI 11005
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
1,376.82 1,376.82 0.000000.6077025 Digital Media Advertising 98,719.08 -100,095.90 0.00
0000.6077060 Advertising 0.00 0.00 0.00 0.00 0.00 0.00
18,000.00 7/1/2022 po PO 02501
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
3,750.00 7/1/2022 ap IN 220072
235Line Description: 2022 SPONSORSHIP
Vendor: 04221 CALIFORNIA MID-STATE FAIR Check # 171586
3,750.00 3,750.00 0.000000.6077060 Advertising 18,000.00 -21,750.00 0.00
Total Advertising 73.85 5,126.82 5,126.82 116,719.08 43,154.10 165,000.00
0000.6400000 Operating Supplies
Total Operating Supplies 0.00 0.00 0.00 0.00 0.00 0.00
0000.6500000 Contract Services
0000.6500000 Contract Services 0.00 0.00 145,000.00 0.00 145,000.00 0.00
0000.6501125 Promotions Consultants 0.00 0.00 0.00 0.00 0.00 0.00
ITEM NUMBER: B-4
DATE 10/19/22
ATTACHMENT: 2
Page 34 of 38
10/09/2022
CITY OF ATASCADERO
8:03PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 08/31/2022
Periods: 0 through 2
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6501125 Promotions Consultants (Continued)
82,000.00 7/1/2022 po PO 02501
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
7,336.80 7/31/2022 ap IN 10946
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 172458
-7,336.80 7/31/2022 po LI 10946
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
9,367.50 8/31/2022 ap IN 11005
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 172458
-9,367.50 8/31/2022 po LI 11005
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
16,704.30 16,704.30 0.000000.6501125 Promotions Consultants 65,295.70 -82,000.00 0.00
0000.6509010 Other Professional Services 0.00 0.00 0.00 0.00 0.00 0.00
2,291.67 7/1/2022 je GJ JE23 07-04
235Line Description: ATBID Admin Service Fee - July
2,291.67 8/1/2022 je GJ JE23 08-01
235Line Description: ATBID Admin Service Fee - Aug
4,583.34 4,583.34 0.000000.6509010 Other Professional Services 0.00 -4,583.34 0.00
0000.6509032 Additional Promotional Services 0.00 0.00 0.00 0.00 0.00 0.00
ITEM NUMBER: B-4
DATE 10/19/22
ATTACHMENT: 2
Page 35 of 38
10/09/2022
CITY OF ATASCADERO
8:03PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 08/31/2022
Periods: 0 through 2
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
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 8/18/2022 ap IN 705
235Line Description: ATASCADERO FALL FEST GRANT~
Vendor: 08621 EN FUEGO EVENTS Check # 172131
10,000.00 10,000.00 0.000000.6509032 Additional Promotional Services 0.00 -10,000.00 0.00
Total Contract Services 66.61 31,287.64 31,287.64 65,295.70 48,416.66 145,000.00
0000.6600000 Professional Development
0000.6600000 Professional Development 0.00 0.00 450.00 0.00 450.00 0.00
Total Professional Development 0.00 0.00 0.00 0.00 450.00 450.00
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 2,920.00 0.00 2,920.00 0.00
Total Department Service Charges 0.00 0.00 0.00 0.00 2,920.00 2,920.00
69.65 36,414.46 36,414.46 182,014.78 95,190.76 313,620.00Total Atascadero Tourism Bus Improv Dist
Grand Total 36,414.46 36,414.46 69.65 182,014.78 95,190.76 313,620.00
ITEM NUMBER: B-4
DATE 10/19/22
ATTACHMENT: 2
Page 36 of 38
September 15, 2022
Marketing Budget
Visit Atascadero | Budget: $206,000
Detailed Spending Actual Actual Actual 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 $902 $2,003 $1,485 $2,000 $1,810 $1,800 $1,800 $1,800 $2,000 $2,000 $2,000 $2,000 $21,600 $0
Marketing Plan $5,000 $1,080 $1,110 $285 $2,525 --------$5,000 $0
Creative Developement $36,000 $2,615 $2,565 $3,510 $5,810 $2,000 $5,000 $3,000 $3,000 $2,500 $2,000 $2,000 $2,000 $36,000 $0
Website Updates $5,000 -$510 $241 $2,000 $749 $500 --$500 --$500 $5,000 $0
Social Media $19,200 $1,590 $1,605 $1,590 $1,610 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,600 $1,605 $19,200 $0
Email Marketing $12,000 $979 $1,014 $939 $1,068 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $12,000 $0
Public Relations $5,000 -$345 $256 $899 $1,000 --$1,500 --$1,000 -$5,000 $0
Media Planning $4,200 $330 $375 $348 $352 $350 $350 $350 $350 $350 $350 $350 $345 $4,200 $0
Media Buy $98,000 $537 $425 $16,113 $8,800 $15,245 $6,800 $6,800 $8,800 $8,800 $8,800 $8,800 $6,800 $96,721 $1,279
Summary: Actual to Budget
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL
Invoice Totals $206,000 $8,033 $9,952 $24,767 $25,064 $23,754 $17,050 $14,550 $18,050 $16,750 $15,750 $16,750 $14,250 $204,720
Added Value $930 $930
ITEM NUMBER: B-4
DATE 10/19/22
ATTACHMENT: 3
Page 37 of 38
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 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 624,234.50$ 498,063.04$ 363,393.64$ 560,845.05$ 2,046,536.23$
Fiscal Year 2023 5,830.20$ 5,830.20$
ITEM NUMBER: B-4
DATE 10/19/22
ATTACHMENT: 4
Page 38 of 38