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HomeMy WebLinkAboutTBID_2023-04-19_AgendaPacket ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, April 19, 2023 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 Board Draft Action Minutes – March 15, 2023 ▪ Recommendation: ATBID Board approve the Draft Action Minutes of the March 15, 2023 meeting. [City Staff] B. BUSINESS ITEMS: 1. Central Coast Craft Beer Festival Event Recap 2023 and Event Sponsorship Request 2024 ▪ Recommendation: ATBID Board: 1. Receive recap of marketing results of the March 25, 2023 Central Coast Craft Beer Festival; and 2. Provide staff direction on sponsorship request for the March 2023 Central Coast Craft Beer Festival. [En Fuego Events] ▪ Fiscal Impact: Up to $10,000 Page 1 of 86 2. Central Coast Cider Festival Event Sponsorship Request ▪ Recommendation: ATBID Board review and provide staff direction on the 2023 Central Coast Cider Festival Event Sponsorship request. [Central Coast Cider Association] ▪ Fiscal Impact: Up to $10,000 3. Mission Prep March 2023 Job Fair Recap and Discussion of Future ATBID Job Fair Involvement ▪ Recommendation: ATBID Board: 1. Receive and file recap of ATBID’s presence at the Mission Prep March 2023 job fair; and 2. Discuss and provide direction regarding future ATBID involvement in job fairs throughout the County of San Luis Obispo. [ATBID] ▪ Fiscal Impact: None. 4. ATBID Board Amended 2023 Meeting Schedule ▪ Recommendation: ATBID Board approve the proposed amended ATBID Board meeting schedule for the remainder of meetings in calendar year 2023. [City] ▪ Fiscal Impact: None. 5. ATBID Event Sponsorship Application Blackout Dates ▪ Recommendation: ATBID Board review, discuss, and provide staff direction to add blackout dates to the Event Sponsorship Application. [City] ▪ Fiscal Impact: None. 6. Budget Overview and Monthly Report ▪ Recommendation: ATBID Board receive and file the budget overview and monthly report. [City] ▪ Fiscal Impact: None. C. UPDATES: 1. Visit SLO CAL Board and Marketing Committee updates. [Visit SLO CAL/City Manager’s Office] 2. City Business and 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. Political/action topics presentation by City of Atascadero Mayor and/or San Luis Obispo County Supervisor. (TBD) 2. Atascadero Lakeside Wine Festival Event Support Request. (May) 3. Marketing Plan & Quarterly Marketing Report. (May) 4. Visit SLO CAL TMD Board Appointment for Atascadero. (May) 5. 2023-2024 ATBID Annual Assessment. (May) 6. Marketing Services Contract Renewal. (May) 7. All Things Google Training (June). F. ADJOURNMENT Page 2 of 86 ITEM NUMBER: A-1 DATE: 04/19/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT MINUTES Wednesday, March 15, 2023 at 2:30 P.M. Atascadero City Hall - 6500 Palma Avenue, Room 306 Atascadero, California CALL TO ORDER: Chairperson Harden called the meeting to order at 2:36 P.M. ROLL CALL: Present: Chairperson Patricia Harden, Board Member Deana Alexander, Board Member Tom O’Malley, and Board Member Amar Sohi Absent: Vice Chairperson Corina Ketchum (arrived at 2:51 P.M.) Staff Present: Deputy City Manager Terrie Banish, Deputy Director of Economic & Community Development Loreli Cappel, Deputy City Clerk Dillon Dean James, and Marketing Consultant Ashlee Akers APPROVAL OF AGENDA: MOTION: By Board Member Alexander and seconded by Board Member Sohi to approve the agenda. Motion passed 4:0 by a roll call vote. [Ketchum 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: None. Chairperson Harden closed the Public Comment period. Page 3 of 86 ITEM NUMBER: A-1 DATE: 04/19/23 PRESENTATION: • General Plan and Downtown Infrastructure Enhancement Project Update Deputy Director of Economic & Community Development Loreli Cappel gave the presentation and answered questions from the Board. Vice Chairperson Corina Ketchum arrived at 2:51 P.M. A. CONSENT CALENDAR 1. ATBID Draft Action Minutes – February 15, 2023 ▪ Recommendation: ATBID Board approve the Draft Action Minutes of the February 15, 2023 meeting. [City Staff] MOTION: By Board Member Sohi and seconded by Vice Chairperson Ketchum to approve the consent calendar. Motion passed 5:0 by a roll call vote. B. BUSINESS ITEMS: 1. Mission College Preparatory Catholic High School Job Fair Opportunity ▪ Recommendation: ATBID Board review and provide direction regarding Visit Atascadero’s opportunity for a booth at Mission College Preparatory Catholic High School’s March 2023 job fair. [City] ▪ Fiscal Impact: None. Deputy City Manager Banish and Board Member Sohi presented this item and answered questions from the Board. Deputy City Manager Banish and Board Member Sohi discussed the importance of training the next generation of hospitality leadership, including outreach to young workers who may be uninterested in traditional college education, but may be unaware of the potential for growth and success in the hospitality industry. Board Member Sohi suggested that ATBID Board Members contribute short shifts to operate an informational/educational booth at Mission Prep’s job fair. The Board agreed that ATBID should invest in the next generation of hospitality workers, and instructed Board Member Sohi to return to ATBID in April with a recap of the Mission Prep job fair’s success. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. MOTION: By Board Member O’Malley and seconded by Board Member Alexander to send ATBID representatives to the Mission College Preparatory Catholic High School’s March 2023 job fair, and to report back to the ATBID Board after the conclusion of the job fair. Motion passed 5:0 by a roll call vote. Page 4 of 86 ITEM NUMBER: A-1 DATE: 04/19/23 2. California Mid-State Fair Sponsorship Opportunities ▪ Recommendation: ATBID Board review and provide staff direction on the 2023 California Mid-State Fair shared sponsorship opportunity with the City. [City] ▪ Fiscal Impact: $3,750. Deputy City Manager Banish gave the presentation for this item and answered questions from the Board. Despite the absence of bussing/other transportation option for Atascadero lodging guests to the Mid-State Fair, the ATBID Board still expressed a desire to partner with the City of Atascadero for a combined $7,500 total sponsorship, split between ATBID and the City, for an ATBID-specific fiscal impact of $3,500. Transportation challenges notwithstanding, the ATBID Board expressed appreciation for a robust partnership with the Mid-State Fair and its continued positive impact on tourism and lodging. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. MOTION: By Board Member Alexander and seconded by Board Member O’Malley to sponsor the 2023 Mid-State Fair with $3,750. Motion passed 5:0 by a roll call vote. 3. Budget Ad Hoc Committee Update for 2023-2025 Budget Preparation ▪ Recommendation: ATBID Board review and provide staff direction from the Budget Ad Hoc Committee Update for the 2023-2025 budget worksheet. [ATBID Ad Hoc Committee/City Staff] ▪ Fiscal Impact: None. Ad Hoc Committee Members/Board Members O’Malley and Sohi presented this item and answered questions from the Board. Committee Members/Board Members O’Malley and Sohi led the Board through a discussion and exploration of ATBID funds, how these funds are held, and what the ATBID Board can do with these funds in certain emergency situations, or where a “contingency fund” may be needed to respond to various sudden changes in the hospitality industry, such as the disruption caused by COVID. ATBID Board Members thanked Committee Members/Board Members O’Malley and Sohi for their work on the Ad Hoc Committee. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. MOTION: By Board Member O’Malley and seconded by Vice Chairperson Ketchum to accept findings from the Budget Ad Hoc Committee Page 5 of 86 ITEM NUMBER: A-1 DATE: 04/19/23 for the 2023-2025 City budget cycle. Motion passed 5:0 by a roll call vote. 4. Budget Overview and Monthly Report ▪ Recommendation: ATBID Board receive and file the budget overview and monthly report. [City/Verdin] ▪ Fiscal Impact: None. Deputy City Manager Banish and Marketing Consultant 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 and 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. ATBID Marketing Update [Verdin Marketing] 3. City Business and Administrative Update. [City Manager’s Office] 4. Lodging Business Owner Nomination Meeting for ATBID Board Member Positions: March 22, 2023 at 2:30pm at BridgeWorks, 6907 El Camino Real, Ste. A D. BOARD MEMBER COMMENTS: None. E. FUTURE AGENDA ITEMS: (This section is set aside for open discussion on future agenda items) 1. Political/action topics presentation by City of Atascadero Mayor and/or San Luis Obispo County Supervisor. (April) 2. Central Coast Cider Festival Event Support Request. (April) 3. Atascadero Lakeside Wine Festival Event Support Request (April) 4. Marketing Plan & Quarterly Marketing Report. (April) 5. Visit SLO CAL TMD Board Appointment for Atascadero. (May) 6. 2023-2024 ATBID Annual Assessment. (April/May) 7. Marketing Services Contract Renewal. (May) F. ADJOURNMENT Chairperson Harden adjourned the meeting at 4:22 P.M. MINUTES PREPARED BY: ______________________ Dillon Dean James Deputy City Clerk APPROVED: Page 6 of 86 ITEM NUMBER: B-1 DATE: 04/19/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Central Coast Craft Beer Festival Event Recap 2023 and Event Sponsorship Request 2024 RECOMMENDATIONS: ATBID Board: 1. Receive recap of marketing results of the March 25, 2023 Central Coast Craft Beer Festival; and 2. Provide staff direction on sponsorship request for the March 2024 Central Coast Craft Beer Festival. DISCUSSION: The Central Coast Craft Beer Festival occurred on March 25, 2023, marking the fifth year in a row that the Craft Beer Festival took place in Downtown Atascadero. The event was approved in April 2022. This event is in conjunction with SLO Beer Fest week held the last week of March each year. The Central Coast Craft Beer Festival event team will provide an update of the event with the number of tickets sold, marketing efforts, and the geography of attendees. In addition, the Central Coast Craft Beer Festival will be placing a new special event request for March 23, 2024 to take place again in the Sunken Gardens. This will mark the sixth annual event held in the Sunken Gardens in Downtown Atascadero. FISCAL IMPACT: $5,000. ATTACHMENT: 1. 2024 Central Coast Craft Beer Festival Presentation 2. ATBID Event Support Application – CCCBF 2024 Page 7 of 86 Central Coast Craft Beer Festival Event Support and Partnership Atascadero Tourism Board Improvement District Central Coast Brewers Consortium Andres Nuño –Event Organizer info@surfbeerfest.com (805) 448-7070 Saturday, March 23rd, 2024 • 12-4 p.m. ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 8 of 86 Central Coast Brewers Guild MISSION Increase awareness by educating consumers about the California Central Coast’s influence on local craft beer and breweries. ABOUT Current Membership 57 Breweries 77 Locations • Established in 2013 • Brewery Members from Monterey, San Luis Obispo, Santa Barbara, and Ventura Counties 2 ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 9 of 86 Central Coast Craft Beer Week Highlights March 22nd –23rd VIP Brewers Reception Wild Fields Brewhouse Friday, March 22nd, 6 -9 pm Includes most breweries joining us at the Festival! Central Coast Craft Beer Festival at the Famous Sunken Gardens Saturday, March 23rd • 12 –4 p.m. • 50+ Member Breweries • 10+ Invited Guest Breweries • 10+ Seltzers, Cideries and Wineries • Live Entertainment, Arts & Crafts and Food Vendors & Lawn Games 3 ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 10 of 86 Added! Disc Golf Tournament Hosted by Ancient Owl at Heilmann Regional Park at 12 pm. In 2023 we had over 20 people participate in our first tournament! Hope to increase that in 2024! California Craft Brewers Association Regional Meeting We hope to bring this back in 2024. Addressing competition, date and trends in California and changes to State law that impact your brewery’s long-term planning. 4 ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 11 of 86 3 straight events with over 2,000 guests! 5 ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 12 of 86 Central Coast Craft Beer Festival Expected Attendance 6 2023 Summary OUR BEST YEAR TO DATE!!!! Paid VIP Guests: 804 • Paid General Admission Guests: 1,109 Paid DD: 42 We once again drew over 2,000+ guests and saw an amazing increase in VIP tickets. 2022 was our best year and some of those tickets were still from 2020 purchases. This was our first true year with sales for a single event since Covid. 2024 Goals VIP Guests: 900+ General Admission Guests: 1,400+ Our goal is 2,500+ with 2,000 guests will being our baseline. ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 13 of 86 Budget Summary 7 Expected Budget 2024 -$60,000 Security -$3,000 Fencing / Restrooms / Handsinks -$6,000 Tenting / Tables / Chairs -$3,500 Janitorial Service -$750 Stage / Sound / Generator -$4,000 Live Entertainment -$1,500 Glassware -$3,500 Wristband -$200 Ice -$2,500 Marketing –$5,000 Permits -$75 Photographer / Videographer -$1,500 VIP Brewer’s Party -$2,000 Event Management -$14,000 Staffing -$3,200 Charitable Donation -$500 Merchandise -$2,000 Insurance -$750 Radios -$350 Misc. -$4,000 Estimated Revenue Tickets (VIP & GA): $80,000 Designated Driver Tickets: $500 Vendor Fees Arts and Crafts / Food -$5,000 Merchandise Sales -$1,500 Sponsorships -$7,500 Profit Goal: $35,000+ ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 14 of 86 Atascadero Tourism Board Improvement District (ATBID) Approved Support We would like to ask for an increased amount of $7,500 in 2024. With the Central Coast Craft Beer Festival continuing to grow, so do our costs. Across the board vendors have increased their rates (restrooms, stage, security, fencing, etc.) With the support of the ATBID, CCBC will be able to do the following • Promote the Visit Atascadero mission by bringing 2,200+ guests into the city for the festival, approximately 35% from outside of San Luis Obispo County • Our Disc Golf and VIP Brewer’s Reception on Friday, March 22nd increased the number of breweries staying overnight in 2023. (75% of participating breweries are outside SLO County, and 65% are located over 2 hours away.)8 ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 15 of 86 Strategic Partnerships Marketing • Social Media targeting S.F. to S.D. • Local Radio and Print Marketing -Includes American General Media, Santa Maria Sun, and New Times • Coasters and Flyers distributed at Breweries Hotel Packages and Discounted Rates • Holiday Inn Express -Co-Presenting & Stage Sponsor • SpringHill Suites Discounted Rates -Wristband Sponsor • Carlton Hotel Discounted Rates • Home 2 Suites Discounted Rates Shuttle Transportation Option Hop on Beer Tours Providing bus transportation to and from the event San Luis Obispo, Paso Robles & Local Hotels 9 ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 16 of 86 LODGING PARNTERS •Holiday Inn Express & Suites –SOLD OUT •SpringHill Suites –SOLD OUT •Home 2 Suites –Close to Selling Out 10 ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 17 of 86 Continued Support of the Local Business Community • We will offer local businesses a discounted vendor booth to make money outside of their brick and mortar locations. • Support from the ATBID created a solid, professional event for our inaugural year. This event has continued to grow in popularity, guest attendance • Hotel stays have increased year after year 11 ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 18 of 86 Cheers to 2024! 12 ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 1 Page 19 of 86 1 The Atascadero Tourism Business Improvement District (TBID) was established to promote Atascadero as an overnight destination. The mission of the Atascadero TBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of community partners to design events that attract visitors to Atascadero and would like to offer our support of those events that align themselves with the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts. If you would like to be considered for support, please complete the following application. The application must be received at least 6 months in advance of the funding deadline to request support from the Atascadero TBID. Unfortunately, we are unable to provide assistance for all events, but please know each request will be considered thoroughly. Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and authentic outdoor recreation, culinary adventures, and welcoming hospitality. In order to qualify for event sponsorship, your organization must meet the following requirements or provide a three-year plan detailing how you will ultimately meet these requirements: 1. Support the Visit Atascadero mission 2. Attract visitors from outside San Luis Obispo County 3. Encourage overnight stays of one night or more 4. Obtain the necessary ABC permits, law enforcement approval, city permits, safety guidelines, and any additional documents needed for the event 5. Provide a detailed event budget and marketing plan 6. Provide post-event metrics which show positive effect on Atascadero tourism In addition to these requirements, ATBID Board will consider the following factors: 1. Does event support Visit Atascadero objectives? 2. Will event be held during off-season (January – March)? 3. Is event new or existing? If existing, how was previously awarded money spent? 4. What is the three-year growth plan for the event? 5. Is there statistical data on the demographic status of your attendees or targeted attendees? 6. Can the organization prove complete fiduciary responsibility of all event expenses? 7. Do your event organizers and attendees garner influence and have the ability to promote Atascadero tourism? Please submit application and all additional documents by email to Terrie Banish at tbanish@atascadero.org in a PDF format. You will receive a confirmation that we have received the application. Typically, we ask that event planners attend a Board Meeting to present their event to the Board which provides an opportunity to ask questions. Atascadero TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 2 Page 20 of 86 2 Event Sponsorship Requirements Checklist The following requirements must ALL be met in order to qualify for sponsorship and receive funding. Please be sure to carefully read and submit all necessary documentation and information.  Complete application and submit at least 6 months prior to event  Include requested sponsorship amount in application  Select eligible event tier and describe how your event meets qualification  Provide event budget with line items detailing how sponsorship funding will be used  Provide a detailed marketing plan  Include a financial statement from your organization – applicant must be able to demonstrate financial accountability for event expenses  Describe all sources of event income and additional sponsorships that have been secured  If requested, attend an ATBID Board Meeting to provide event presentation  If awarded event sponsorship funding, plan to attend two ATBID Board Meetings: o Provide planning progress update at least two months prior to event o Provide an event recap detailing attendance, marketing efforts and results, impact on Atascadero tourism and future plans ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 2 Page 21 of 86 3 Event Support Application Form Requesting Organization: Central Coast Brewers Guild Contact: Andres Nuno Phone Number: 805-448-7070 Email: info@surfbeerfest.com Mailing Address: 1072 Casitas Pass Rd. #232 City, State, Zip: Carpinteria, CA 93013 Name of Event: Central Coast Craft Beer Fest 2024 Event Description: The Central Coast Craft Beer Festival had its best year in 2023 and continues to attract guests locally and outside of the area. It features over 55 independently owned craft breweries, seltzers, ciders, kombucha and more. Event Dates/Times: Saturday, March 23rd, 2024 Is event located in Atascadero? Yes No Venue Name: Sunken Gardens Venue Location: Sunken Gardens Event Website: CentralCoastCraftBeerFest.com Are you receiving in-kind or financial support from the City of Atascadero? Yes No Total Anticipated Attendees: 2,500 Portion from Outside SLO County: 35% Is this the first year the event will take place? Yes No If this event has taken place previously, please provide historical data including attendance numbers: This will be our sixth annual event and we continue to increase our ticket sales year after year! X x ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 2 Page 22 of 86 4 Are tickets sold for your event? If so, please provide the price per ticket and any package opportunities. VIP Tickets - $60 / GA Tickets - $50 / DD - $20 Crowd Control Safety Plan Details: We will work with Mille Security. Will the event require an ABC Permit? Yes Has a City permit been issued for your event or contracted the venue for your event date? Yes No Describe how the event supports Visit Atascadero’s mission and goals: We strive to bring breweries in early to spend 2 nights with us and our marketing is aimed at bringing in guests from outside of San Luis Obispo County. Select eligible event tier for your event (eligibility is based on one or more qualifying factors and additional considerations): x Additional details about eligible event tier qualification: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Tier 1 Tier 2 Tier 3 x x •Attracts 1,500+ attendees •At least 35-40% of target market is out-of-town visitors •Marketing campaigns reach at least 1,000 subscribers •Event encourages multi-night stay in Atascadero •Attracts 750+ attendees •At least 25-30% of target market is out-of-town visitors •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Attracts 750 or less attendees •Marketing message encourages visiting Atascadero •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Event appears sustainable and offers growth potential in number of days and/or attendance to grow to Tier 2 Total Support = Up to $10,000 Total Support = Up to $7,500 Eligible for In-kind Support ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 2 Page 23 of 86 5 ______________________________________________________________________ ______________________________________________________________________ Support Request (desired monetary amount or in-kind marketing support): We are hoping to ask for an increase from $5,000 to $7,500 in 2024. As this event continues to grow, so do our overall operating costs. Nearly all of our vendors have increased their rates and we don’t want to have to increase our ticket costs to offset that. 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 Social Media Marketing $1,000 Print and Radio Marketing $2,000 Glassware $3,500 Please include all sources of income that have been secured and those that are being solicited to support event (feel free to attach additional sheets as needed). Income Source Amount ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 2 Page 24 of 86 6 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 Santa Maria Sun Print / Weekly American General Media Radio / 2 Weeks 5,000 Coasters 30 Days Posters 30 Days Please share your intended public relations outreach. We will work with the City to put out a Press Release and work with local media to get coverage of the event. ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 2 Page 25 of 86 7 How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials, website, and at the event)? You are the main logo on all of our marketing material, as well as on our glassware. What opportunities do you plan to offer that specifically promote lodging in Atascadero? We will continue our strong partnerships with our lodging partners (Holiday Inn Express; SpringHill Suites, Home 2 Suites, The Carlton). We also plan to continue our Super Mega Giveaway where we choose 2 winners to spend 2 nights in Atascadero, join us at our Brewers Party and get 2 VIP tickets! Additional Details: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 2 Page 26 of 86 8 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. ***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 9. 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. ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 2 Page 27 of 86 9 Cancellation Policy: Should the event not take place as presented and scheduled; event coordinators are required to reimburse the ATBID for sponsorship support. If the event is cancelled by the Event Coordinator because of sickness, accidents, riots, strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions beyond either party’s control, the Event Coordinator agrees to provide a financial report showing the current status of funds used. The ATBID Board will follow the official event cancellation protocol and will determine the fund quantity to either be refunded or rolled forward to future events based on the financial report. Applicant Signature: Andres Nuno Date: 4/13/23 In case of questions or the need for clarification, please contact the Destination Liaison, Terrie Banish at tbanish@atascadero.org. ITEM NUMBER: B-1 DATE: 04/19/23 ATTACHMENT: 2 Page 28 of 86 ITEM NUMBER: B-2 DATE: 04/19/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Central Coast Cider Festival Event Sponsorship Request RECOMMENDATION: ATBID Board review and provide staff direction on the 2023 Central Coast Cider Festival Event Sponsorship request. DISCUSSION: Prior to the COVID pandemic, the Central Coast Cider Festival was an ATBID- and City- sponsored event for each annual occurrence, from August 2016 through August 2019. The festival was awarded $35,000 from the ATBID Board in December 15, 2015 for a three-year sponsorship, and then another $15,000 sponsorship for 2019. The awarded amount was to be used to generate awareness for the cider category and draw out-of- town visitors to Atascadero, resulting in increased overnight stays. Since the pandemic, the Central Coast Cider Festival has been dormant and the Central Coast Cider Association (CCCA) has been regrouping in an effort to bring back this event. Since 2019, the special event sponsorship criteria for Tier 1 has changed along with the dollar amounts. The Fiscal Impact below reflects the adjusted Tier 1 level of $10,000. At this ATBID Board meeting, the CCCA will present a new festival to take place in August/September 2023 and discuss bringing back a new version of the event. FISCAL IMPACT: Up to $10,000. ATTACHMENTS: 1. Central Coast Cider Festival ATBID Event Support Application 2. 2023 Central Coast Cider Festival Event Presentation Page 29 of 86 The Atascadero Tourism Business Improvement District (TBID)was established to promote Atascadero as an overnight destination.The mission of the Atascadero TBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of community partners to design events that attract visitors to Atascadero and would like to offer our support of those events that align themselves with the Visit Atascadero mission.A portion of the TBID annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts.If you would like to be considered for support,please complete the following application.The application must be received at least 6 months in advance of the funding deadline to request support from the Atascadero TBID.Unfortunately,we are unable to provide assistance for all events,but please know each request will be considered thoroughly. Our Mission:Encourage overnight travel to experience Atascadero’s beautiful and authentic outdoor recreation,culinary adventures,and welcoming hospitality. In order to qualify for event sponsorship,your organization must meet the following requirements or provide a three-year plan detailing how you will ultimately meet these requirements: 1.Support the Visit Atascadero mission 2.Attract visitors from outside San Luis Obispo County 3.Encourage overnight stays of one night or more 4.Obtain the necessary ABC permits,law enforcement approval,city permits,safety guidelines,and any additional documents needed for the event 5.Provide a detailed event budget and marketing plan 6.Provide post-event metrics which show positive effect on Atascadero tourism In addition to these requirements,ATBID Board will consider the following factors: 1.Does event support Visit Atascadero objectives? 2.Will event be held during off-season (January –March)? 3.Is event new or existing?If existing,how was previously awarded money spent? 4.What is the three-year growth plan for the event? 5.Is there statistical data on the demographic status of your attendees or targeted attendees? 6.Can the organization prove complete fiduciary responsibility of all event expenses? 7.Do your event organizers and attendees garner influence and have the ability to promote Atascadero tourism? Please submit application and all additional documents by email to Terrie Banish at tbanish@atascadero.org in a PDF format.You will receive a confirmation that we have received the application.Typically,we ask that event planners attend a Board Meeting to present their event to the Board which provides an opportunity to ask questions.Atascadero TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30 p.m.at City Hall.The vote regarding funding often takes place at the meeting following the event presentation. ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 30 of 86 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: 04/19/23 ATTACHMENT: 1 Page 31 of 86 2 Event Support Application Form Requesting Organization:Central Coast Cider Association Contact:Maggie Przybylski Phone Number:805 292 1500 Email:maggie@twobroadscider.com Mailing Address:3427 Roberto Court,Suite 130 City,State,Zip:San Luis Obispo,Ca 93401 Name of Event:Central Coast Cider Association Event Description:The Central Coast Cider Festival is a unique experience for attendees.The event will feature local cider producers and cider producers from throughout California.Guests will be able to taste through a number of craft ciders, enjoy bites by local restaurants and food trucks,and enjoy the charming scenery of Atascadero. Event Dates/Times:August 12th,2023,5-9p Is event located in Atascadero?Yes Venue Name:Lake Pavilion Venue Location:Pavilion rooms and outdoor area immediately around it. Event Website:www.centralcoastciderfestival.com Are you receiving in-kind or financial support from the City of Atascadero?TBD Total Anticipated Attendees:750 Portion from Outside SLO County:40% Is this the first year the event will take place?No 3 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 32 of 86 If this event has taken place previously,please provide historical data including attendance numbers:The event has been present for 4 years.In years past,there have been 514 (2019),373 (2018),504 (2017),and 494 (2016)attendees.In 2019, 40%of attendees stayed in Atascadero,29%staying in hotels and motels.The event featured 15 cider producers,local and from 30%from out of town,7 food vendors,and music. Are tickets sold for your event?If so,please provide the price per ticket and any package opportunities. $45 regular tickets,$65 VIP tickets (early entry and special pour) Crowd Control Safety Plan Details: There will be hired security guards and ample parking. Will the event require an ABC Permit?Yes Has a City permit been issued for your event or contracted the venue for your event date?TBD Describe how the event supports Visit Atascadero’s mission and goals:The Central Coast Cider Festival helps position Atascadero as the epicenter of the burgeoning cider industry.Hosting this growing event in Atascadero not only attracts awareness and overnight stays to the destination during the event weekend,but also establishes a key attraction of the destination positioning for future visitation from the audience. 4 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 33 of 86 Select eligible event tier for your event (eligibility is based on one or more qualifying factors and additional considerations): TIER 1-Total support up to $10000 •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 TIER 2 Total support up to $7500 •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 TIER 3-Eligible for in-kind support •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 Additional details about eligible event tier qualifications:We meet every condition for TIER 1 except over 1500 attendees.This event will include many cider makers and folks that can talk in depth about production,which is rare access.The 2019 festival cost $30k+to put on,and the cost this year will be more expensive due to rising costs everywhere,even though we are making extra effort to trim the budget. Support Request (desired monetary amount or in-kind marketing support):$15,000 5 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 34 of 86 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 Venue (Pavilion)$1000 Security $400 Advertising/Marketing $4000 Atmosphere/Decoration $2000 Rentals $4000 Fencing $600 Ice $400 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 City of Atascadero in-kind venue sponsorship Visit Atascadero $7500 ETS Lab $2500 Avila Valley Barn $500 in-kind CIDERCRAFT Magazine $1750 in-kind ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 35 of 86 805 Living $1000 in-kind Atascadero News/Paso Robles Press $1000 in-kind Bake Wine &Grape Analysis Inc $500 Bristol’s Cider House $500 SLODoCo $500 Mercenary Canning Solutions $500 Taco Works $500 BottleCraft $500 The Poisoned Apple $500 New Times SLO $500 Nature’s Touch $500 SLO Cider $500 in kind (printed marketing material) Two Broads Ciderworks $500 Shindig Cider $500 6 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 Facebook 300 Instagram 300 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 36 of 86 KCBX Sponsorship and community calendar 2500 The krush Adam and Jeremy, Cork Dorks TBD Edible SLO Magazine $500 Local Influencers Enjoy SLO $300 Local podcasters Playing with Food with Fr.Ian Dilenger which appears on issues and ideas on KCBX TBD Local podcaster Consumed with Jamie Lewis 0 Press releases to all local news outlets New Times,SLO Tribune… Bigger podcast shout outs Courage and other C words,Cider Chat, Neutral Cider Hotel Please share your intended public relations outreach. The event will be advertised through multiple outlets,including but not limited to:social media,radio,published articles and press releases,and email blasts.60%of advertising efforts will be directed to out of county locations.The other 40%will be targeted towards in county locations and current visitors of the area. How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials,website,and at the event)?Visit Atascadero will have: ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 37 of 86 ●a banner on the Central Coast Cider Festival website that links to the VA website, ●partnership promoted through social media with links ●email blasts with links ●printed programing,glassware,Cider Passport ●named sponsor of the VIP hour. 7 What opportunities do you plan to offer that specifically promote lodging in Atascadero? Auxiliary events will encourage visitors to stay for multiple nights in Atascadero and experience Atascadero outside of the event.There will be some Auxiliary events throughout the county as well the idea of the Cider Passport with one stop being The Poisoned Apple featuring out of the area cideries.Most importantly,with Atascadero as the home for the festival,it will be the best place for folks to stay overnight. Additional Details: 8 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 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 38 of 86 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. 9 ***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 9. IMPORTANT:Future ATBID event sponsorship funding requests may be affected ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 39 of 86 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 __/maggie przybylski/Date __April 12,2023_________ In case of questions or the need for clarification,please contact the Destination Liaison,Terrie Banish at tbanish@atascadero.org. 10 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 40 of 86 City of Atascadero Special Event Sponsorship Criteria The purpose of establishing Special Event Sponsorship Criteria is to be able to attract a variety of events and travel shows to the City.These events might already be established with another location in the County;would have an interest to add an event to our City that would be new;or bring media value that reaches a considerable amount of people in and outside the County.The venue would be offered as part of the value of the sponsorship program being considered. Special Event Sponsorship Guidelines To be able to qualify for sponsorship,the event would need to follow certain criteria for consideration. Following are the Sponsorship criteria: New and emerging events may be considered based on these criteria: o Regional appeal. o National or Tourism appeal. o Event has promotional ability: ▪Secured marketing funds to promote event that provides exposure. ∙Requires measureable media exposure with City logo.Includes City logo on event website,mention and/or logo in brochures;logo identification and mention in print and online banner ads. ▪Other sponsors o Potential for growth and sustainability. If the event qualifies,the City would provide the following as part of the sponsorship: o Venue of choice (i.e.,The Pavilion,Sunken Gardens,Atascadero Lake Bandstand).o City Press Release to promote the even to the Media for Editorial exposure. o At a minimum,event is included on City’s Facebook and Website.Inclusion on the Visit Atascadero Website and Facebook pages is not a guarantee and is subject to the type of event as it must be tourism specific to be included on anything related to “Visit Atascadero.” If the special event does not meet the above guidelines,we would provide the regular Rental Rates that apply to the venue being considered for the inquiring organization. Any questions or interest in our Special Event Sponsorship Program,please call Terrie Banish (805) 470-3490. ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 41 of 86 CC Meeting -71117 City of Atascadero Special Event Application Form Please fill out the information below in detail.In addition,please provide detail of your event budget and marketing strategy.Upon approval,our event coordinator will meet to fill out the necessary Facility Use Agreements and confirm the date is available.All documents and approvals must be provided two weeks prior to the event. Requesting Organization:Central Coast Cider Association Contact:Maggie Przybylski Phone Number:805 292 1500 Email:maggie@twobroadscider.com Mailing Address:3427 Roberto Court,Suite 130 City,State,Zip:San Luis Obispo,CA 93401 Name of Event:Central Coast Cider Festival Event Description:The Central Coast Cider Festival is a unique experience for attendees who will enjoy craft cider from local producers and producers from throughout California.Guests will be also enjoy bites by local restaurants and food trucks,and enjoy the charming scenery of Atascadero. Event Dates/Times:August 12,5p-9p Event Website: www.centralcoastciderfestival.com Total Anticipated Attendees:750 %From Outside SLO County:40% Is this the first time for the event?If not,where has the event been located in the past and why is it being moved to our City?The event has been at the Lake Pavilion four times.In year's past,there have been 373 (2018),504 (2017),and 494 (2016)attendees.In 2018,27.7%of attendees stayed in Atascadero,20.7%staying in hotels and motels.The event featured 14 local and out of the area cider producers, dinner,music,and snacks from local food trucks and restaurants. Support Requested (desired monetary amount or in-kind marketing support):$15,000 Additional Details:Central Coast Cider Festival helps position Atascadero as the epicenter of the burgeoning cider industry.Hosting this growing event in Atascadero not only attracts awareness and overnight stays to the destination during the event weekend, but also establishes a key attraction of the destination positioning for future visitation from the audience. Please see attached the event budget,marketing strategy and any additional information for consideration. CC Meeting -71117 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 42 of 86 City of Atascadero Special Event Application Form EXHIBIT A Organization Obligation: Event at the Venue being considered will receive the following: o Listing on organization website:YES o Mention in Social Media:YES If YES,how many posts,and boosts?ALL o Mention at the Event:YES o Tickets to the Event:YES If YES,how many tickets &value:$45-65,500-1000 o Booth Space:YES If YES,please include value:??? Ad promoting the Venue on will be included in the following (please include value): o Print Ads Include: o Commercial Spot on following TV stations: o Commercial Spot on following Radio stations:KCBX,Krush o Online Banner Ad included:YES or NO,(Circle One).If YES,How many impressions &value: Total value/cost:$4000 EXHIBIT B City of Atascadero Obligation: Venue being considered:Lake Pavilion (Agreement with detail of usage must be filled out and accommodate this agreement.)Agrees to give use of the following Venue: Use of sound system &electricity:Yes or No Total value/cost:TBD Signature Date Signature Date /maggie przybylski/April 12,2023 ORGANIZATION:CITY: City of Atascadero Contact:Contact:Terrie Banish Phone:Phone:805-470-3490 E-mail:E-mail: tbanish@atascadero.org Address:6500 Palma Ave.Atascadero,CA 93422 CC Meeting -71117 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 43 of 86 Detailed marketing plan for August 12,2023 Radio: ●KCBX community calendar ●Local Podcaster Fr.Ian Dilinger “Playing with Food”(who’s shows get rebroadcast on KCBX ●Local podcaster Jamie Lewis “Consumed” ●Hire a band that Neal Losey will plug on the daily Morning Cup show “Erin Montgomery and The Road Kings” ●Feature on “The Crush Radio”with Adam 2-3 weeks prior to the event Social Media: ●Monthly blasts,then weekly in the month prior to the event (SLO county is very last minute) ●Coordinated support from participating ciderworks (all posting a similar message and branding for the event at the same time) ●Influencers-Enjoy SLO will blast the event Email newsletter: ●Biweekly blasts leading up to early bird tickets. ●Monthly blasts with updates until one month prior ●Weekly blasts until event Print newspaper and magazine: ●Edible SLO ad ●Press releases to all print media:805 living,Cidercraft Magazine,SLO Tribune, New Times SLO,Atascadero City News,Westways Magazine (specifically for road tripping and maybe that will inspire them to do a whole City of Atascadero section),Zymurgy (it’s a beer magazine but tons of those folk also make cider and attend festivals),Beer Advocate magazine ●Press release to online publications:Cider Culture Magazine ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 44 of 86 ●Press release to ACA,American Cider Association and they will help to blast. ●Press releases to international cider podcasts:Neutral Cider Hotel,Cider Chat, Courage and other C Words ●Create Flyer that all cider businesses can hand out to guests visiting their tasting rooms Cideries Audience ●Guide participating cideries in boosting the event to their audiences with postcards,newsletters,and social media. ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 45 of 86 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 46 of 86 Central Coast Cider Assoication Profit and Loss January - December 2019 Accrual Basis Monday, March 1, 2021 02:56 PM GMT-08:00 1/1 TOTAL Income Cider Festival Income 0.00 Cider festival sponsorships 16,985.20 Cider festival ticket sales 16,902.20 Cider Shop Sales 1,872.09 Total Cider Festival Income 35,759.49 Total Income $35,759.49 GROSS PROFIT $35,759.49 Expenses Cider Festival 0.00 Advertising/Marketing 13,973.16 Cidershop Cider/merchandise 879.46 donation 1,000.00 Festival Vendor fees 8,044.62 Licensing 250.00 mileage Reimbursement 27.84 misc. expenses 5,705.86 music 600.00 Professional services 500.00 supplies 2,113.06 Website 166.27 Total Cider Festival 33,260.27 Office Supplies & Software 20.00 Other Business Expenses 14.95 Quickbooks 50.00 Taxes & Licenses 600.00 temporary account 26.90 Total Expenses $33,972.12 NET OPERATING INCOME $1,787.37 NET INCOME $1,787.37 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 47 of 86 Central Coast Cider Festival 2023 Profit /Loss FINAL Income Projected 2022 Notes VIP Ticket Sales ($6,500.00) ALL TICKET SALES GA Ticket Sales ($9,000.00) $45 per GA Ticket Early Bird Ticket Sales ($4,000.00) $65 per InCider Ticket Brunch Tickets ($1,000.00) $40 per Early Bird Ticket Brunch Package Tickets ($350.00) $50 per Brunch Ticket Brunch Industry Tickets ($400.00) $40 per Brunch Industry Ticket Sponsorships ($15,000.00) Visit Atascadero and others Total Income ($36,250.00) Expenses Projected Notes Venue Rental Fees ($-  ) tbd Cleaning ($208.00) Insurance ($155.00) ABC Permit ($125.00) Total ($488.00) Rentals Chairs ($-  ) tbd Cocktail Tables - tbd Linens- Cocktail - tbd 72" Round Tables ($-  ) tbd Linens - 72" Rounds ($-  ) tbd 8' Tables ($-  ) tbd 8' Linens have producers bring table decor including linens 6' Serving Tables ($-  ) tbd 6' Linens ($-  ) tbd Ice ($500.00) ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 48 of 86 Mats ($150.00) Trash ($250.00) Security ($400.00) Fencing ($600.00) Lounge Furniture ($2,000.00) Total ($3,900.00) Catering Small bites ($500.00) hoping for in-kind sponsorship $500 per producer Dessert Station ($500.00) hoping for in-kind sponsorship $500 per producerTotal ($1,000.00) Drinks Water ($75.00) Glassware ($400.00) Total ($475.00) Printed Materials Save the Date ($600.00) Rack Cards ($300.00) Signage ($500.00) Misc. Printed Materials ($500.00) Graphic Design ($-  ) in event consultants fee Swag Bags - collect stickers or other things from producers and sponsors Total ($1,900.00) Marketing Advertising ($3,500.00) Website & MailChimp ($400.00) Total ($3,500.00) Entertainment Music ($600.00) Lighting ($200.00) Stage/ Sound ($500.00) Photography ($1,000.00) hoping for in kind donation Total ($2,300.00) Décor Misc. Décor ($200.00) Total ($200.00) Volunteer ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 49 of 86 Food/ Appreciation ($200.00) snack bars, pizza, taco works, n/a drinks Total ($200.00) Sales Tax Cider Shop Event consultant (HM)($2,500.00) estimated Event coordinators (Wintz We Shall Drink) ($5,000.00) estimated ($21,463.00) ($14,787.00) Total Expenses Net Profit/ Loss ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 1 Page 50 of 86 ATBID Presentation, April 19 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 51 of 86 Our beginning… Established 2016 at the Atascadero Lake Pavilion with sponsorship from Visit Atascadero for each of the four years. Our goal to re-establish this festival after three years Covid disruption by making this festival consistent with the success of 2019. ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 52 of 86 Event details August 12 TBD New features to consider ●VIP modified to early entry and special pour ●Cider Passport to encourage folk to travel the county and stay overnight ●Inviting local food trucks and caterers to sell their delicious fare Continue features with good feedback ●Local business collaboration ●Industry gathering ●Invitational cideries ●Light bites food option ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 53 of 86 The ask…. Be our presenting sponsor ●Official “Visit Atascadero” VIP Hour ●Official “Visit Atascadero” Cider Shop ●Consistent 50% of out-of-county advertising ●Recognition as the Central Coast Cider Festival Presenting Sponsor on all marketing materials ●Presenting Sponsor may have influence on the location of the event ●Presenting Sponsor will have a direct link from the event website to the URL of the sponsor’s choice to guide attendees lodging choices ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 54 of 86 Advertising & Social Facebook Instagram Twitter Local radio Cider and local podcasters Local IG influencers ●Direct support for the out of area advertising for Cider Fest with the guarantee that at least 50% of the budget will be targeted at an out of SLO County audience ●This consistent approach will be combined with the growing audience for cider on the Central Coast and cider throughout the Nation (CIDERCRAFT Magazine and podcasters with an international audience) ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 55 of 86 Cider Passport Each participating cidery provides something special when festival attendees present the passport at their tasting room or other beverage purveyor; a pairing, a library pour, or special flight. As the Festival is anchored in Atascadero, that is the best place for them to lay their heads. It will encourage a longer stay and perhaps a return trip. ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 56 of 86 Visit Atascadero VIP early entry and special pour Each participating cidery provides a special cider to VIP guests who get to enjoy the first hour with less crowds. To make this inclusive, that special pour can then be available to all guests an hour before the end of the festival. ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 57 of 86 Visit Atascadero Cider Shop ●A key element that allows attendees to not only taste local ciders but take them home ●Attendees can share limited edition and local ciders with friends and family ●Encourages the participation of cideries from out of the area who will tell their audience about the event ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 58 of 86 Request $15000 ●Presenting sponsor $7500 ●Advertising and Social $3500 ●Cider Passport $1000 ●Cider Shop $1500 ●VIP Hour $1000 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 59 of 86 Thank you for your consideration! Please contact us if you have any questions. Maggie Przybylski, CCCA President Two Broads Ciderworks 805 292 1500 Cody Broadstone, CCCA Secretary The Poisoned Apple 805 423 7101 Lucas Meisinger, CCCA Treasurer Bristol’s Cider 805 440 1364 ITEM NUMBER: B-2 DATE: 04/19/23 ATTACHMENT: 2 Page 60 of 86 ITEM NUMBER: B-3 DATE: 04/19/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Mission Prep March 2023 Job Fair Recap and Discussion of Future ATBID Job Fair Involvement RECOMMENDATION: ATBID Board: 1. Receive and file recap of ATBID’s presence at the Mission Prep March 2023 job fair; and 2. Discuss and provide direction regarding future ATBID involvement in job fairs throughout the County of San Luis Obispo. DISCUSSION: At the March 2023 ATBID Board meeting, Board Member Sohi sought ATBID support for a booth at Mission Prep’s March 2023 job fair. When the ATBID Board affirmed support for the job fair, the Board requested that Board Member Sohi return to the Board with a recap of the successes of the job fair and possible opportunities for future ATBID involvement in other job fairs throughout the County. FISCAL IMPACT: None. ATTACHMENTS: None. Page 61 of 86 ITEM NUMBER: B-4 DATE: 04/19/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report ATBID Board Amended 2023 Meeting Schedule RECOMMENDATION: ATBID Board approve the proposed amended ATBID Board meeting schedule for the remainder of meetings in calendar year 2023. DISCUSSION: In January 2023, the ATBID Board approved a meeting schedule for calendar year 2023 that slated ATBID Board meetings for the third Wednesday of each month, with the exception of July and December, which are months with no regular ATBID Board meeting. After discussions between City leadership and staff about streamlining processes and maximizing efficiency, the City is interested in shifting ATBID Board meeting dates from the third Wednesday of each month to the fourth Wednesday of each month, with the only notable exception of November, when the ATBID Board meeting will still be held on the third Wednesday of the month to accommodate Board Members and City staff seeking time off for the Thanksgiving holiday. Shifting ATBID Board meetings to the fourth Wednesday of each month allows Administrative Services, the City Manager’s office, and City Clerk’s office enough time to compile the necessary data, reports, and agenda items each month without sacrificing quality nor consistency. FISCAL IMPACT: None. ATTACHMENT: 1. ATBID Board Amended 2023 Meeting Schedule Page 62 of 86 ITEM NUMBER: B-4 DATE: ATTACHMENT: 04/19/23 1 Advisory Board for the Tourism Business Improvement District ATBID Board AMENDED 2023 Meeting Schedule MEETING DATE TYPE OF MEETING May 24 Regular June 28 Regular July NO MEETING August 23 Regular September 27 Regular October 25 Regular ***November 15 Regular December NO MEETING ***The November 2023 meeting will be the only meeting still held on the third Wednesday of the month, since the fourth Wednesday in November is one day before the Thanksgiving holiday. Meetings are held at 2:30 p.m. 6500 Palma Avenue, Atascadero, CA 93422 (805) 470-3400 Page 63 of 86 ITEM NUMBER: B-5 DATE: 04/19/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report ATBID Event Sponsorship Application Blackout Dates RECOMMENDATION: ATBID Board review, discuss, and provide staff direction to add blackout dates to the Event Sponsorship Application. DISCUSSION: The ATBID event 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 tier 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. As Atascadero’s tourism and hospitality industry has grown, so has the number of event requests received by ATBID. Because of the sheer volume of requests, Atascadero hoteliers have some months throughout the year when there is no vacancy and no ability to accommodate a large influx of visitors for a new event. To ensure the best use of ATBID sponsorship funds, this item is on the agenda as a further discussion of possible ATBID sponsorship blackout dates, including determining the range of those dates, and when those blackout dates should start to apply to events going forward. Upon approval by the ATBID Board, these stipulations will be added to the Event Sponsorship Application. FISCAL IMPACT: None. ATTACHMENTS: 1. Event Sponsorship Application Page 64 of 86 1 The Atascadero Tourism Business Improvement District (TBID) was established to promote Atascadero as an overnight destination. The mission of the Atascadero TBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of community partners to design events that attract visitors to Atascadero and would like to offer our support of those events that align themselves with the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts. If you would like to be considered for support, please complete the following application. The application must be received at least 6 months in advance of the funding deadline to request support from the Atascadero TBID. Unfortunately, we are unable to provide assistance for all events, but please know each request will be considered thoroughly. Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and authentic outdoor recreation, culinary adventures, and welcoming hospitality. In order to qualify for event sponsorship, your organization must meet the following requirements or provide a three-year plan detailing how you will ultimately meet these requirements: 1. Support the Visit Atascadero mission 2. Attract visitors from outside San Luis Obispo County 3. Encourage overnight stays of one night or more 4. Obtain the necessary ABC permits, law enforcement approval, city permits, safety guidelines, and any additional documents needed for the event 5. Provide a detailed event budget and marketing plan 6. Provide post-event metrics which show positive effect on Atascadero tourism In addition to these requirements, ATBID Board will consider the following factors: 1. Does event support Visit Atascadero objectives? 2. Will event be held during off-season (January – March)? 3. Is event new or existing? If existing, how was previously awarded money spent? 4. What is the three-year growth plan for the event? 5. Is there statistical data on the demographic status of your attendees or targeted attendees? 6. Can the organization prove complete fiduciary responsibility of all event expenses? 7. Do your event organizers and attendees garner influence and have the ability to promote Atascadero tourism? Please submit application and all additional documents by email to Terrie Banish at tbanish@atascadero.org in a PDF format. You will receive a confirmation that we have received the application. Typically, we ask that event planners attend a Board Meeting to present their event to the Board which provides an opportunity to ask questions. Atascadero TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. ITEM NUMBER: B-5 DATE: 04/19/23 ATTACHMENT: 1 Page 65 of 86 2 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-5 DATE: 04/19/23 ATTACHMENT: 1 Page 66 of 86 3 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-5 DATE: 04/19/23 ATTACHMENT: 1 Page 67 of 86 4 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-5 DATE: 04/19/23 ATTACHMENT: 1 Page 68 of 86 5 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-5 DATE: 04/19/23 ATTACHMENT: 1 Page 69 of 86 6 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-5 DATE: 04/19/23 ATTACHMENT: 1 Page 70 of 86 7 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-5 DATE: 04/19/23 ATTACHMENT: 1 Page 71 of 86 8 ______________________________________________________________________ ______________________________________________________________________ What opportunities do you plan to offer that specifically promote lodging in Atascadero? ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Additional Details: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ITEM NUMBER: B-5 DATE: 04/19/23 ATTACHMENT: 1 Page 72 of 86 9 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-5 DATE: 04/19/23 ATTACHMENT: 1 Page 73 of 86 10 ***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 9. 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 the Destination Liaison, Terrie Banish at tbanish@atascadero.org. ITEM NUMBER: B-5 DATE: 04/19/23 ATTACHMENT: 1 Page 74 of 86 ITEM NUMBER: B-6 DATE: 04/19/23 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 February 2023. 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 22-23 2. ATBID Expenditure Detail Report FY 22-23 3. Tourism Report – Transient Occupancy Tax Revenues (4.07.23) Page 75 of 86 FUND TYPE 235 Special Revenue YTD ACTUAL* ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL 2022-2023 BUDGETED 2017-2018 2018-2019 2019-2020 6/30/2021 6/30/20222 through 02/28/2023 2022-2023 REVENUES 41530.6300 Taxes and Assessments 275,295$ 278,184$ 224,609$ 277,287$ 409,652$ 235,189$ 298,170$ 45920.0003 Assessment Penalties - - 133 - 933 2,726 - 46110.0000 Investment Earnings 1,580 9,631 10,720 2,027 (11,341) - 6,640 Total Revenue 276,875 287,815 235,462 279,314 399,244 237,914 304,810 EXPENSES 6050000 Office Expense - - - - 264 - 250 6070000 Advertising 144,521 178,720 120,110 43,142 127,366 70,870 165,000 6400000 Operating Supplies - - - - - - - 6500000 Contract Services **172,938 143,482 120,525 106,295 143,436 107,389 145,000 6600000 Professional Development 425 425 - - 731 - 450 6740000 Business Development 3,000 - - - - - - 6900000 Administration 2,753 2,782 2,246 2,774 4,106 2,379 2,920 Total Expenses 323,636 325,408 242,881 152,211 275,903 180,638 313,620 NET INCOME/(LOSS)(46,761) (37,593) (7,419) 127,103 123,341 57,277 (8,810) BEGINNING AVAILABLE BALANCE 365,441 318,679 281,086 273,667 400,770 524,111 256,830 ENDING AVAILABLE BALANCE 318,679$ 281,086$ 273,667$ 400,770$ 524,111$ 581,387$ 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$ Central Coast Brewers Guild Sponsorship 5,000 Bovine Classic Sponsorship 2023 10,000 Destination Marketing Services 64,055 Administrative Services Fee 18,333 107,389$ Atascadero Tourism Business Improvement District (ATBID) Fund 4/7/2023 ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 1 Page 76 of 86 04/07/2023 CITY OF ATASCADERO 1 8:43AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 02/28/2023 Periods: 0 through 8 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 1Page: ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 2 Page 77 of 86 04/07/2023 CITY OF ATASCADERO 2 8:43AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 02/28/2023 Periods: 0 through 8 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 47.95 9/1/2022 ap IN 14056 235Line Description: SECURE WEB HOSTING Vendor: 07343 CLEVER CONCEPTS, INC. Check # 172236 13,771.84 9/30/2022 ap IN 11039 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172730 -13,771.84 9/30/2022 po LI 11039 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172730 9,902.15 10/31/2022 ap IN 11071 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172975 -9,902.15 10/31/2022 po LI 11071 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172975 2Page: ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 2 Page 78 of 86 04/07/2023 CITY OF ATASCADERO 3 8:43AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 02/28/2023 Periods: 0 through 8 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) 47.95 11/1/2022 ap IN 14393 235Line Description: SECURE WEB HOSTING Vendor: 07343 CLEVER CONCEPTS, INC. Check # 172770 8,823.82 11/30/2022 ap IN 11128 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 173216 -8,823.82 11/30/2022 po LI 11128 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 47.95 12/1/2022 ap IN 14563 235Line Description: SECURE WEB HOSTING Vendor: 07343 CLEVER CONCEPTS, INC. Check # 173124 6,993.32 12/31/2022 ap IN 11157 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 173797 -6,993.32 12/31/2022 po LI 11157 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 47.95 1/1/2023 ap IN 14712 235Line Description: SECURE WEB HOSTING Vendor: 07343 CLEVER CONCEPTS, INC. Check # 173352 3Page: ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 2 Page 79 of 86 04/07/2023 CITY OF ATASCADERO 4 8:43AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 02/28/2023 Periods: 0 through 8 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) 117.95 2/1/2023 ap IN 14880 235Line Description: WEB SITE MAINTENANCE Vendor: 07343 CLEVER CONCEPTS, INC. Check # 173595 10,304.72 2/28/2023 ap IN 11230 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 174074 -10,304.72 2/28/2023 po LI 11230 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 51,482.42 51,482.42 0.000000.6077025 Digital Media Advertising 48,923.23 -100,405.65 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 2,500.00 9/30/2022 ap IN 11039 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172730 4Page: ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 2 Page 80 of 86 04/07/2023 CITY OF ATASCADERO 5 8:43AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 02/28/2023 Periods: 0 through 8 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 0000.6077060 Advertising (Continued) -2,500.00 9/30/2022 po LI 11039 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172730 6,337.50 10/31/2022 ap IN 11071 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172975 -6,337.50 10/31/2022 po LI 11071 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172975 6,800.00 11/30/2022 ap IN 14242 235Line Description: DESTINATION MARKET SURVEY Vendor: 00406 VISIT SLO CAL Check # 173079 19,387.50 19,387.50 0.000000.6077060 Advertising 9,162.50 -28,550.00 0.00 Total Advertising 78.15 70,869.92 70,869.92 58,085.73 36,044.35 165,000.00 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 82,000.00 7/1/2022 po PO 02501 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 5Page: ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 2 Page 81 of 86 04/07/2023 CITY OF ATASCADERO 6 8:43AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 02/28/2023 Periods: 0 through 8 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) 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 8,495.00 9/30/2022 ap IN 11039 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172730 -8,495.00 9/30/2022 po LI 11039 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172730 12,474.02 10/31/2022 ap IN 11071 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172975 6Page: ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 2 Page 82 of 86 04/07/2023 CITY OF ATASCADERO 7 8:43AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 02/28/2023 Periods: 0 through 8 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) -12,474.02 10/31/2022 po LI 11071 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 172975 8,962.32 11/30/2022 ap IN 11128 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 173216 -8,962.32 11/30/2022 po LI 11128 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 7,215.00 12/31/2022 ap IN 11157 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 173797 -7,215.00 12/31/2022 po LI 11157 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 10,204.60 2/28/2023 ap IN 11230 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 174074 -10,204.60 2/28/2023 po LI 11230 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 64,055.24 64,055.24 0.000000.6501125 Promotions Consultants 17,944.76 -82,000.00 0.00 7Page: ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 2 Page 83 of 86 04/07/2023 CITY OF ATASCADERO 8 8:43AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 02/28/2023 Periods: 0 through 8 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 0000.6509010 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 2,291.67 9/1/2022 je GJ JE23 09-01 235Line Description: ATBID Admin Service Fee - Sept 2,291.67 10/1/2022 je GJ JE23 10-13 235Line Description: ATBID Admin Service Fee - Oct 2,291.67 11/1/2022 je GJ JE23 11-03 235Line Description: ATBID Admin Service Fee - Nov 2,291.63 12/1/2022 je GJ JE23 12-03 235Line Description: ATBID Admin Service Fee - Dec 2,291.67 1/1/2023 je GJ JE23 01-04 235Line Description: ATBID Admin Service Fee - Jan 2,291.67 2/1/2023 je GJ JE23 02-03 235Line Description: ATBID Admin Service Fee - Feb 18,333.32 18,333.32 0.000000.6509010 Other Professional Services 0.00 -18,333.32 0.00 0000.6509032 Additional Promotional Services 0.00 0.00 0.00 0.00 0.00 0.00 10,000.00 8/18/2022 ap IN 705 235Line Description: ATASCADERO FALL FEST GRANT~ Vendor: 08621 EN FUEGO EVENTS Check # 172131 5,000.00 2/15/2023 ap IN INV0215 235Line Description: CCCBF SPONSORSHIP Vendor: 07864 CENTRAL COAST BREWERS GUILD Check # 173721 8Page: ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 2 Page 84 of 86 04/07/2023 CITY OF ATASCADERO 9 8:43AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 02/28/2023 Periods: 0 through 8 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 2/16/2023 ap IN 1145 235Line Description: 2023 BOVINE CLASSIC GRAVEL RID Vendor: 08979 LOCOMOTIV PERFORMANCE COACHING Check # 173756 25,000.00 25,000.00 0.000000.6509032 Additional Promotional Services 0.00 -25,000.00 0.00 Total Contract Services 86.44 107,388.56 107,388.56 17,944.76 19,666.68 145,000.00 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 81.08 178,258.48 178,258.48 76,030.49 59,331.03 313,620.00Total Atascadero Tourism Bus Improv Dist Grand Total 178,258.48 178,258.48 81.08 76,030.49 59,331.03 313,620.00 9Page: ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 2 Page 85 of 86 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 *624,858.40$ 498,063.04$ 388,893.34$ 609,246.66$ 2,121,061.44$ Fiscal Year 2023 *625,599.45$ 47,007.81$ 5,810.93$ 678,418.19$ * This report includes receipts in the correct quarter earned, not in the quarter received. It will not be the same as the City's financial statements. ITEM NUMBER: B-6 DATE: 04/19/23 ATTACHMENT: 3 Page 86 of 86