HomeMy WebLinkAboutTBID_2023-05-17_AgendaPacket
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, May 17, 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 – April 19, 2023
▪ Recommendation: ATBID Board approve the Draft Action Minutes of the April 19,
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 23, 2024 Central
Coast Craft Beer Festival. [En Fuego Events]
▪ Fiscal Impact: Up to $10,000
Page 1 of 61
2. Quarterly Marketing Report
▪ Recommendation: ATBID Board receive and file the detailed Quarter 3 Marketing
Report from Verdin Marketing. [Verdin]
▪ Fiscal Impact: None.
3. Marketing Services Contract Renewal
▪ Recommendation: ATBID Board:
1. Review proposed Marketing Scope of Work; and
2. Provide staff direction regarding the one-year contract extension (3 out of 4
one-year extensions) for Verdin Marketing Services in the 2023/2024 fiscal
year. [Verdin]
▪ Fiscal Impact: $220,000
4. ATBID Annual Assessment 2023-2024
▪ Recommendation: ATBID Board receive and file the 2023-2024 Annual
Assessment for Visit Atascadero. [City]
▪ Fiscal Impact: None.
5. 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. All Things Google Training. (June)
3. Marketing Plan Presentation 2023-2024 (August)
F. ADJOURNMENT
Page 2 of 61
ITEM NUMBER: A-1
DATE: 05/17/23
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
Wednesday, April 19, 2023 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Harden called the meeting to order at 2:30 P.M.
ROLL CALL:
Present: Chairperson Patricia Harden, Vice Chairperson Corina Ketchum, Board
Member Deana Alexander, and Board Member Amar Sohi
Absent: Board Member Tom O’Malley
Staff Present: Deputy City Manager Terrie Banish and Deputy City Clerk Dillon Dean
James
APPROVAL OF AGENDA:
Because the presenter for item B-1 was unexpectedly unavailable for the ATBID Board
meeting, Deputy City Clerk James requested the item be revisited at the next regular ATBID
Board meeting.
MOTION: By Board Member Alexander and seconded by Vice Chairperson
Ketchum to approve the agenda as amended.
Motion passed 4:0 by a roll call vote. [O’Malley absent]
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address
the Board on any matter not on this agenda and over which the Board has jurisdiction.
Speakers are limited to three minutes. Please state your name for the record before making
your presentation. The Board may take-action to direct the staff to place a matter of business
on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless
changed by the Board.
Chairperson Harden opened the Public Comment period.
The following citizens provided public comment: None.
Chairperson Harden closed the Public Comment period.
Page 3 of 61
ITEM NUMBER: A-1
DATE: 05/17/23
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – March 15, 2023
▪ Recommendation: ATBID Board approve the Draft Action Minutes of the March
15, 2023 meeting. [City Staff]
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the consent calendar.
Motion passed 4:0 by a roll call vote. [O’Malley absent]
B. BUSINESS ITEMS:
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.
Poisoned Apple owner Cody Broadstone and Two Broads Cider owner Maggie Przybylski
gave the presentation for this item and answered questions from the Board.
While the Board expressed enthusiasm for the festival and its continued growth, the Board
also noted that the festival is routinely scheduled on a weekend that is already busy for
local hoteliers, and an ATBID financial sponsorship may not make sense if lodging
properties do not have sufficient space for Cider Festival visitors. Mr. Broadstone and Ms.
Przybylski understood the Board’s concern and committed to better coordination and
communication between the festival organizers and the ATBID Board.
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 Sohi and seconded by Board Member
Alexander to sponsor the Central Coast Cider Festival at a Tier 2
level of $7,500.
Motion passed 4:0 by a roll call vote. [O’Malley absent]
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.
Board Member Sohi presented this item and answered questions from the Board.
Page 4 of 61
ITEM NUMBER: A-1
DATE: 05/17/23
Board Member Sohi reported on some encouraging interactions at the Mission Prep job fair,
but also noted that advisory bodies and organizations for the local lodging and hospitality
industry should consider pooling resources to administer a countywide hospitality-related
job fair. Board Member Sohi said he would mention this at the next meeting of the County’s
Tourism Marketing District (TMD) Board. Deputy City Manager Banish further advised that
hoteliers may want to consider partnering with local Chambers of Commerce as well.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: None.
Chairperson Harden closed public comment.
The Mission Prep March 2023 Job Fair Recap was received and filed.
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.
Deputy City Manager Banish presented this item and answered questions from the Board.
Deputy City Manager Banish explained that it would be easier for City staff to assemble and
publish ATBID Board meeting agendas if ATBID agendas were not published during the
same week of the month that a City Council meeting agenda is always published.
Accordingly, Deputy City Manager Banish proposed shifting ATBID Board meeting dates
from the third Wednesday of each month to the fourth Wednesday of each month, excluding
November, when the fourth Wednesday would be the day immediately preceding the
Thanksgiving holiday.
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 Vice Chairperson
Ketchum to approve the amended ATBID Board meeting schedule
for the remainder of calendar year 2023.
Motion passed 4:0 by a roll call vote. [O’Malley absent]
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.
Deputy City Manager Banish presented this item and answered questions from the Board.
Page 5 of 61
ITEM NUMBER: A-1
DATE: 05/17/23
Deputy City Manager Banish advised the ATBID Board that they may want to consider
“blacking out” periods of time throughout the year when event sponsorships are frequently
received but local hotels are already at capacity, complicating ATBID’s incentive to sponsor
said events during those timeframes. Deputy City Manager Banish proposed amending the
ATBID Event Sponsorship Application to state that weekend events beginning the second
week of June through the third week of August may not be considered for future ATBID
event sponsorships.
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 Vice Chairperson
Ketchum to amend the ATBID Event Sponsorship Application to
disallow weekend events (Friday-Sunday) from the second week
of June through the third week of August of each year.
Motion passed 4:0 by a roll call vote. [O’Malley absent]
6. Budget Overview and Monthly Report
▪ Recommendation: ATBID Board receive and file the budget overview and monthly
report. [City]
▪ Fiscal Impact: None.
Deputy City Manager Banish 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/City
Manager’s Office]
2. City Business and Administrative Update. [City Manager’s Office]
D. BOARD MEMBER COMMENTS: None.
Page 6 of 61
ITEM NUMBER: A-1
DATE: 05/17/23
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. Marketing Plan & Quarterly Marketing Report. (May)
3. Visit SLO CAL TMD Board Appointment for Atascadero. (May)
4. 2023-2024 ATBID Annual Assessment. (May)
5. Marketing Services Contract Renewal. (May)
6. All Things Google Training. (June)
F. ADJOURNMENT
Chairperson Harden adjourned the meeting at 4:10 P.M.
MINUTES PREPARED BY:
______________________
Dillon Dean James
Deputy City Clerk
APPROVED:
Page 7 of 61
ITEM NUMBER: B-1
DATE: 05/17/23
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 23, 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 festival took place in Downtown Atascadero. The event was approved
by the ATBID Board 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 8 of 61
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: 05/17/23
ATTACHMENT: 1
Page 9 of 61
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: 05/17/23
ATTACHMENT: 1
Page 10 of 61
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: 05/17/23
ATTACHMENT: 1
Page 11 of 61
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: 05/17/23
ATTACHMENT: 1
Page 12 of 61
3 straight events with over 2,000 guests!
5
ITEM NUMBER: B-1
DATE: 05/17/23
ATTACHMENT: 1
Page 13 of 61
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: 05/17/23
ATTACHMENT: 1
Page 14 of 61
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: 05/17/23
ATTACHMENT: 1
Page 15 of 61
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: 05/17/23
ATTACHMENT: 1
Page 16 of 61
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: 05/17/23
ATTACHMENT: 1
Page 17 of 61
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: 05/17/23
ATTACHMENT: 1
Page 18 of 61
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: 05/17/23
ATTACHMENT: 1
Page 19 of 61
Cheers to 2024!
12
ITEM NUMBER: B-1
DATE: 05/17/23
ATTACHMENT: 1
Page 20 of 61
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: 05/17/23
ATTACHMENT: 2
Page 21 of 61
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: 05/17/23
ATTACHMENT: 2
Page 22 of 61
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: 05/17/23
ATTACHMENT: 2
Page 23 of 61
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: 05/17/23
ATTACHMENT: 2
Page 24 of 61
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: 05/17/23
ATTACHMENT: 2
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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: 05/17/23
ATTACHMENT: 2
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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: 05/17/23
ATTACHMENT: 2
Page 27 of 61
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: 05/17/23
ATTACHMENT: 2
Page 28 of 61
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: 05/17/23
ATTACHMENT: 2
Page 29 of 61
ITEM NUMBER: B-2
DATE: 05/17/23
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Quarterly Marketing Report
RECOMMENDATION:
ATBID Board receive and file the detailed Quarter 3 Marketing Report from Verdin Marketing.
DISCUSSION:
Verdin will take the ATBID Board through the marketing plan summary and review performance
found in the stat summary.
Quarter 3 (January - March 2023) stat summary of the success of the winter/ spring
campaigns. The stat report takes you through the performance of the “All In” video ad
campaign that remained in rotation, as well as performance results for Google AdWords,
social media posts, and the three monthly e-newsletters. The stat report is attached and
highlights the successes of the Q3 campaign. Verdin will provide an oral presentation to
review the quarterly marketing report.
FISCAL IMPACT:
None.
ATTACHMENT:
Quarter 3 Stat Report
Page 30 of 61
May 11,2023
Visit Atascadero
Quarter 3 Stat Report
Summary of Performance
Paid media for Visit Atascadero continues to include a mix of programmatic video pre-roll and display,Google
AdWords,and social channels.The “All In”creative videos remained in rotation and maintained a high impact
in the target markets among audience members during Q3.Programmatic pre-roll served 723,663 impressions
and 3,402 clicks (up from 2,339 in Q2).Programmatic display impressions totaled 144,619 and achieved 342
clicks,up from 223 in Q2.Google AdWords performance was strong as well with 24,047 impressions and 1,321
clicks throughout the quarter.Email marketing performed very well exceeding industry benchmarks with an
average open rate of 50.5%.Top-performing social posts included event promotions and video content.
Paid Media
Digital Media Results:
Channel Creative Impressions Clicks CTR Visits/Conversions
Programmatic Video All In Video #1 449,646 1,969 0.44%99
Programmatic Video All In Video #2 274,017 1,433 0.52%41
Display -Retargeting All In -Book 144,619 342 0.23%N/A
Google Adwords SEM -General 24,047 1,321 5.49%2
Social Boosted posts 88,995 7,415 8.33%N/A
Total Campaign Summary:
●Impressions:981,324
●Clicks:12,480
●Avg.CTR:3.00%
●Visits/Conversions:142
ITEM NUMBER: B-2
DATE: 05/17/23
ATTACHMENT: 2
Page 31 of 61
Owned Media
Email Marketing Campaign Results:
Verdin developed and deployed three monthly e-newsletters in
Q3.They included information on local events,holiday
happenings and local businesses.Below are the results:
January 7:
⎻Open rate:52.9%
⎻Click rate:6.0%
⎻Total clicks:202
February 10:March 8:
⎻Open rate:52.8%-Open rate:45.9%
⎻Click rate:4.4%-Click rate:3.4%
⎻Total clicks:171 -Total clicks:109
Social Media Results:
ITEM NUMBER: B-2
DATE: 05/17/23
ATTACHMENT: 2
Page 32 of 61
Top Posts:
Localhood -Crowdriff Partnership:
ITEM NUMBER: B-2
DATE: 05/17/23
ATTACHMENT: 2
Page 33 of 61
Website Analytics:
Comparing 2022 v.2023
ITEM NUMBER: B-2
DATE: 05/17/23
ATTACHMENT: 2
Page 34 of 61
ITEM NUMBER: B-3
DATE: 05/17/23
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Services Contract Renewal
RECOMMENDATION:
ATBID Board:
1. Review proposed Marketing Scope of Work; and
2. Provide staff direction for the one-year contract extension (3 out of 4 one-year
extensions) for Verdin Marketing Services in the 2023/2024 fiscal year.
DISCUSSION:
The ATBID Board appointed Verdin Marketing in 2015 for ATBID marketing services.
These services include varied activities within the areas of creative development, media
hard costs, planning and placement, social media, e-newsletter, contest management,
public relations, web updates, and strategy and project management. The ATBID Board
went out to RFP (Request for Proposal) at the end of 2020 towards the end of the five-
year contract and a new contract was awarded to Verdin Marketing Services. The current
contract timeline is 3/10/20-6/30/21, with the second one-year extension in place that
expires 6/30/23.
The contract provides the option of up to four one-year extensions after the main contract
timeline expires for up to five years. The ATBID Board has the opportunity to renew the
contract for up to five years without going out to RFP.
Looking back at the 2022/2023 fiscal year, Verdin has continued to successfully
implement the marketing plan from the continued aftereffects of the pandemic into the
new surge in travel to the Central Coast. Verdin has continued to work on creative new
campaigns based on the entrepreneurship of the “All in Atascadero” campaign. In
addition, Verdin continues to utilize strategic advertising methods to entice targeted
visitors to Atascadero, provide added support coordinating social media and electronic
communications for selected event partnerships, provide support related to updating, and
informing the ATBID Board about SLO CAL Marketing efforts, as well as pursuing co-op
and reactive SLO CAL opportunities offered like the implementation of the new Pinterest
platform.
Page 35 of 61
ITEM NUMBER: B-3
DATE: 05/17/23
Following is a recap of the current contract timeline and one-year extension:
Verdin Contract:
Year 1:
Contract End Date March 10, 2021: $274,667.00
(3/10/2020-6/30/21; approx.15 month)
Year 1 Actual: $122,877.58
Contract Amendment #1: $206,000
July 1, 2021-June 30, 2022
Contract Amendment #1 $181,500
Plus two out of scope projects under ATBID budget $ 10,452
Year 2 Actual $191,952
Contract Amendment #2 (In progress at this writing): $206,000
July 1, 2022-June 30, 2023
Contract Amendment #2 $205,993
(Plus added value – no charge $2,985 )
Plus two out of scope projects under ATBID budget $ 13,000
Year 3 Actual (estimated) $218,993
Contract Amendment #3: $220,000 (proposed)
July 1, 2023-June 30, 2024
A presentation will be provided at the meeting reviewing the new Scope of Work for
2023/2024 fiscal year and the proposed budget.
FISCAL IMPACT (GL Varied):
Annually $220,000 based on scope of work proposal.
ATTACHMENTS:
1. Visit Atascadero Marketing Budget 2022-2023
2. Visit Atascadero Marketing Budget 2023-2024
3. ATBID Scope of Work 2023-2024
Page 36 of 61
May 11, 2023
Marketing Budget
Visit Atascadero | Budget: $206,000
Detailed Spending Actual Actual Actual Actual Actual Actual Actual Actual Actual Proj.Proj.Proj.
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining
Strategy/Planning/Meetings $21,600 $902 $2,003 $1,485 $1,875 $1,875 $1,650 $1,995 $1,793 $2,070 $1,988 $2,000 $1,965 $21,600 $0
Marketing Plan $5,000 $1,080 $1,110 $285 $1,974 $540 -------$4,989 $11
Creative Developement $36,000 $2,615 $2,565 $3,510 $5,715 $3,348 $2,775 $3,735 $3,450 $4,440 $3,000 $848 $0 $36,000 $0
Website Updates $5,000 -$510 $241 -$145 -$432 $770 $525 $1,295 $1,082 -$5,000 $0
Social Media $19,200 $1,590 $1,605 $1,590 $1,605 $1,605 $1,590 $1,605 $1,605 $1,605 $1,590 $1,610 $1,600 $19,200 $0
Email Marketing $12,000 $979 $1,014 $939 $1,014 $999 $759 $1,041 $1,056 $996 $1,041 $1,000 $1,162 $12,000 $0
Public Relations $5,000 -$345 $256 $105 $334 $240 $616 $2,683 $156 $270 --$5,005 -$5
Media Planning $4,200 $330 $375 $348 $345 $345 $360 $345 $345 $360 $345 $352 $350 $4,200 $0
Media Buy $98,000 $537 $425 $16,113 $16,081 $8,596 $6,834 $6,648 $8,808 $8,781 $9,159 $8,800 $7,217 $98,000 $0
Summary: Actual to Budget
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL
Invoice Totals $206,000 $8,033 $9,952 $24,767 $28,714 $17,786 $14,208 $16,417 $20,509 $18,933 $18,687 $15,692 $12,294 $205,993
Added Value $930 $180 $1,020 $270 $585 $2,985
Out of Scope Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Proj.Proj.
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining
Pinterest Set Up & Management $5,000 $660 $3,090 $650 $600 $5,000 $0
IPW $8,000 $1,570 $6,430 $8,000 $0
Summary: Actual to Budget
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL
Invoice Totals $13,000 $0 $0 $0 $0 $0 $0 $0 $0 $2,230 $3,090 $7,080 $600 $13,000
Added Value
ITEM NUMBER: B-3
DATE: 05/17/23
ATTACHMENT: 1
Page 37 of 61
May 11, 2023
Marketing Budget
Visit Atascadero | Budget: $220,000
Detailed Spending Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining
Strategy/Planning/Meetings $22,000 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $2,000 $2,000 $22,000 $0
Marketing Plan $5,000 $2,500 $2,500 ----------$5,000 $0
Creative Developement $36,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $36,000 $0
Photo/Video Asset Development $10,000 --$5,000 -----$5,000 ---$10,000 $0
Website Blog and Updates $4,500 $900 $900 $900 $900 $900 $4,500 $0
Social Media $21,500 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,800 $1,700 $21,500 $0
Email Marketing $12,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $12,000 $0
Public Relations $5,000 -$2,500 ------$2,500 ---$5,000 $0
Media Planning $4,000 $600 $400 $300 $300 $300 $300 $300 $300 $300 $300 $300 $300 $4,000 $0
Media Buy $100,000 $4,000 $4,000 $8,000 $10,000 $10,000 $8,000 $8,000 $10,000 $10,000 $10,000 $10,000 $8,000 $100,000 $0
Summary: Actual to Budget
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL
Invoice Totals $220,000 $14,700 $17,000 $20,900 $18,800 $17,900 $16,800 $15,900 $18,800 $25,400 $18,800 $18,100 $16,900 $220,000
Added Value $0
ITEM NUMBER: B-3
DATE: 05/17/23
ATTACHMENT: 2
Page 38 of 61
May 11,2023
Visit Atascadero
Scope of Work
Scope Statement
To develop and deploy marketing strategies based on set goals by Visit Atascadero (ATBID).Below is a
general breakdown of the budget and marketing services for a twelve-month partnership.
Deliverables
CREATIVE DEVELOPMENT:$46,000
Verdin will develop marketing campaigns targeting behavioral demographics to showcase Atascadero’s
key experiences as well as create new assets through photography and video.
Estimate includes:
●Concept creation and copywriting
●Design of all advertising based on approved media plan (TBD)
●Storyboards,visual direction,and logistics
●All final photography and video assets
MEDIA HARD COSTS,PLANNING &PLACEMENT:$104,000
Verdin will handle all media coordination under the direction and approval of ATBID.
Estimate includes:
●Media planning and negotiation through June 2024
●Media monitoring and recommendations based on performance
●Invoice reconciliation and coordination on any make-goods or billing adjustments needed
●Media hard costs
SOCIAL MEDIA AND E-NEWSLETTER:$33,500
Verdin will manage ATBID’s Facebook,Twitter,Instagram,Pinterest,monthly e-newsletter,and
promotions.
ITEM NUMBER: B-3
DATE: 05/17/23
ATTACHMENT: 3
Page 39 of 61
Estimate includes:
●Creation of monthly calendars and custom images for all appropriate channels
●Creation of monthly e-newsletter content and images
●Scheduling,monitoring,and responding
●Monthly subscription cost for Mail Chimp
PUBLIC RELATIONS:$5,000
This will consist of content submissions,pitching,and FAM coordination with Visit SLO CAL,CCTC,and
Visit California.
Estimate includes:
●Proactive pitching when appropriate
●Responding to all Visit SLO CAL,CCTC,and Visit California PR opportunities that align with
ATBID’s goals and o erings
●FAM tour coordination with Visit SLO CAL when appropriate
WEBSITE UPDATES:$4,500
Verdin will update the website's content pages as needed for promotions and advertising.
Estimate includes:
●Copywriting,and visual execution (hero images,graphics,etc.)
●Page layout and implementation
STRATEGY,MARKETING PLAN &PROJECT MANAGEMENT:$27,000
Verdin will direct all implementation and monitoring of ATBID projects based on set goals.
Estimate includes:
●Development of Marketing Plan
●Research,strategy,consulting,and project management
●Monthly meetings and quarterly reporting
●Monthly Visit SLO CAL Marketing Committee report
●The sta report for Visit SLO CAL opportunities that require board approval
TOTAL:$220,000
ITEM NUMBER: B-3
DATE: 05/17/23
ATTACHMENT: 3
Page 40 of 61
Professional Services
Verdin will perform the following services to complete the above scope during the agreement
timeframe:
●Account management,strategy,and coordination
●Research
●Copywriting
●Creative direction and graphic design
Unanticipated Services
If an unanticipated need arises that is not defined in this scope,Verdin agrees to perform this additional
work at a mutually agreed-upon price.This service will be priced through a separate scope change
memo.
Price Guarantee
If you ever receive an invoice without authorizing the price agreement and scope of work first,you are
not obligated to pay for that service.
Above deliverables will be billed monthly for work done the prior month.The contract timeframe is July
1,2023 –June 30,2024,and will not exceed $220,000.
If you agree that the above adequately sets forth Visit Atascadero’s understanding of our mutual
responsibilities,please authorize this Agreement and return it to our o ce.A copy will be provided for
your records.
We would like to take this opportunity to express our appreciation for the opportunity to serve you.
Approved by:Ashlee Akers,VP Client Services Date:May 11,2023
Client:Terrie Banish,Deputy City Manager Date:
ITEM NUMBER: B-3
DATE: 05/17/23
ATTACHMENT: 3
Page 41 of 61
ITEM NUMBER: B-4
DATE: 05/17/23
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
2023-2024 ATBID Annual Assessment
RECOMMENDATION:
ATBID Board receive and file the 2023-2024 Annual Assessment for Visit Atascadero.
DISCUSSION:
Each year, the ATBID Annual Assessment is brought before City Council to approve the
ATBID Annual Report and adopt the Draft Resolution declaring the intent to levy an
annual Business Assessment on the lodging businesses with within the Atascadero
Tourism Business Improvement District and set a public hearing date at the first City
Council meeting in June.
The City of Atascadero established the Atascadero Tourism Business Improvement
District (ATBID) to levy annual assessments under the Parking and Business
Improvement Area Law of 1989, by adopting Title 3, Chapter 16 of the Atascadero
Municipal Code in April 2013. The activities to be funded by the assessments, on lodging
businesses within the ATBID, are tourism promotions and marketing programs to promote
the City as a tourism destination. The formation and operation of a Tourism Business
Improvement District is governed by the California Streets & Highways Code
(Section 36500 et. Seq.). The budget for the ATBID is submitted in conjunction with the
City’s annual budget.
The City Council appointed ATBID Advisory Board Members to serve at the pleasure of
the Council. The Advisory Board is made up of lodging business owners or employees,
or other representatives holding the written consent of a lodging business owner within
the ATBID area.
The Streets & Highways Code requires that the Advisory Board provide a specific report
to the City Council annually for the expenditure of funds derived from the assessment
paid by lodging businesses within the City. The annual report must identify: (1) proposed
activities, programs and projects for the fiscal year; (2) the approximate cost of such
activities, programs and projects for the fiscal year; (3) the amount of surplus or deficit
revenues carried over from a previous fiscal year; and (4) contributions received other
than assessments. The annual report must meet the requirements of the California
Page 42 of 61
ITEM NUMBER: B-4
DATE: 05/17/23
Streets and Highway Code §36533. The City Council may approve the report as filed or
may modify any particular contained in the report and approve it as modified.
City staff previously budgeted $313,620 for total ATBID expenses in fiscal year 2022-
2023. Staff estimates an extremely marginal $270 increase in expenses for fiscal year
2023-2024, at $313,890.
The amount of the ATBID fund balance as of June 30, 2023 is projected to be $644,360,
an increase of approximately $120,249 from the prior fiscal year’s end balance of
$524,111. Staff further budgets an estimated ATBID fund balance for June 30, 2024 as
$657,990.
The Annual Report includes the above assumptions. Staff recommends the Council
approve the Annual Report, adopt the Resolution of Intention, and set a date and time for
a public hearing. The purpose of the public hearing is to receive public comment prior to
the assessment being collected. Staff is proposing that the hearing be conducted at the
next regular City Council meeting scheduled for June 13, 2023.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Draft Resolution
2. ATBID Annual Report
Page 43 of 61
ITEM NUMBER: B-4
DATE:
ATTACHMENT:
DRAFT RESOLUTION
RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
ATASCADERO, CALIFORNIA, DECLARING ITS INTENTION TO LEVY
AN ANNUAL ASSESSMENT ON LODGING BUSINESSES WITHIN THE
ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT,
PURSUANT TO STREETS & HIGHWAYS CODE SECTION 36500 ET.SEQ.
WHEREAS, the City Atascadero (“City”) has formed the Atascadero Tourism Business
Improvement District, pursuant to Section 26500 of the Streets & Highways Code of the State of
California; and
WHEREAS, the City Council has received an annual report pursuant to Section 36533 of
said Code; and
WHEREAS, the City Council has approved said report and is required to adopt a
resolution of intention pursuant to Section 36534.
NOW, THEREFORE BE IT RESOLVED, by the City Council of the City of
Atascadero:
SECTION 1. The City Council hereby declares its intent to levy and collect assessments
within the Atascadero Tourism Business Improvement District for Fiscal Year 2023-2024.
SECTION 2. The ATBID includes all of the lodging businesses, including hotels, motels,
bed and breakfasts, and each business defined as a “hotel” in Section 3-3.02 of Chapter 3
(Transient Occupancy Tax) of the Atascadero Municipal Code (“Lodging Businesses”) within the
corporate boundaries of the City.
SECTION 3. The activities to be funded by the levy of assessments against Lodging
Businesses within the ATBID are tourism promotions and marketing programs to promote the City
as a tourism destination and projects, programs, and activities that benefit Lodging Businesses
located and operating within the boundaries of the ATBID. The proposed activities will primarily
be targeted at increasing transient stays at Lodging Businesses.
SECTION 4. The City Council sets June 13, 2023, as the date of the public hearing on the
levy of assessments. The public hearing will be held at 6:00 p.m. or as soon thereafter as practicable,
in the City of Atascadero Council Chambers, 6500 Palma Ave., Atascadero, California 93422.
SECTION 5. A protest may be made orally or in writing by any owner of a Lodging
Business that is within the ATBID boundaries and subject to the ATBID assessment. Written
protests must be received by the City Clerk, City of Atascadero, before the close of the public
hearing and may be delivered or mailed to the City Clerk, Atascadero, 6500 Palma Ave.,
Atascadero, California 93422. A written protest may be withdrawn in writing at any time before
the conclusion of the public hearing.
05/17/23
1
Page 44 of 61
ITEM NUMBER: B-4
DATE:
ATTACHMENT:
SECTION 6. Further information regarding the proposed ATBID may be obtained from
the City Manager’s Office, City of Atascadero, 6500 Palma Ave., Atascadero, CA 93422.
SECTION 7. The City Clerk is directed to provide notice of the public hearing on the
proposed ATBID by causing this resolution to be published once in a newspaper of general
circulation in the City not less than seven days before said hearing.
PASSED AND ADOPTED at a regular meeting of the City Council held on the ___th day
of _____, 2023.
On motion by Council Member _________ and seconded by Council Member _______,
the foregoing Resolution is hereby adopted in its entirety on the following roll call vote:
AYES:
NOES:
ABSENT:
ADOPTED:
CITY OF ATASCADERO
___________________________________
Heather Moreno, Mayor
ATTEST:
___________________________________
Lara K. Christensen, City Clerk
APPROVED AS TO FORM:
___________________________________
Brian A. Pierik, City Attorney
05/17/23
1
Page 45 of 61
ITEM NUMBER: B-4
DATE:
ATTACHMENT:
ATBID Annual Report
Fiscal Year 2023-2024
(Pursuant to Streets & Highways Code Section 36533)
1. Proposed activities, programs and projects for the fiscal year:
• Contract Services
o Marketing Firm
o Administration Services
• Marketing Plan
• Maintenance of Visual Assets
o Photography & Content
o Creative Services
• Digital Marketing
o Website Content & Updates (i.e., Visit Atascadero; SLO CAL)
o Social Media
• Advertising
o Print & Promotional Items
o Digital
o Reactive & Co-op Opportunities
• Public Relations
o Group FAM (familiarization tours for journalists, tour operators and
meeting & event coordinators)
o Individual Journalist Hosted Itineraries; Attend conferences.
o Press Releases
• Tour & Travel
o Collaboration with CCTC FAMs
o Collaboration with Visit CA FAMs
o Collaboration with SLO CAL FAMs
• Consumer Outreach
o Event Sponsorships Opportunities
o Event Marketing
o Email Marketing
• Administration of TBID fund
2. Approximate cost of such activities, programs and projects for the fiscal year is
projected to be $313,890.
3. Amount of fund balance as of June 30, 2023 is projected to be $644,360.
4. Estimated fund balance for June 30, 2024 is budgeted at $657,990.
5. Contributions received other than assessments:
• Estimated interest income of $10,880 for fiscal year 2022/23
• Estimated interest income for fiscal year 2023/24 is budgeted at $19,400.
05/17/23
2
Page 46 of 61
ITEM NUMBER: B-5
DATE: 05/17/23
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Budget Overview and Monthly Report
RECOMMENDATION:
ATBID Board receive and file the Budget Overview and Monthly Report.
DISCUSSION:
The ATBID summary and expenditure report shows the expenditures that have been
submitted through March 2023.
The ATBID/Verdin Marketing expenditure report is also included for 2022-2023, showing
the budget details for the year ahead and a detailed report of the Verdin Marketing Budget
& Expenditure report. In addition, the transient occupancy tax (TOT) report is included
showing the TOT revenues to date.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. ATBID Summary FY 22-23
2. ATBID Expenditure Detail Report FY 22-23
3. Tourism Report – Transient Occupancy Tax Revenues (5.10.23)
4. ATBID Verdin Marketing Budget & Expenditure Report FY 22-23
Page 47 of 61
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL 2022-2023 BUDGETED
2017-2018 2018-2019 2019-2020 6/30/2021 6/30/20222 through 03/31/2023 2022-2023
REVENUES
41530.6300 Taxes and Assessments 275,295$ 278,184$ 224,609$ 277,287$ 409,652$ 303,024$ 298,170$
45920.0003 Assessment Penalties - - 133 - 933 2,898 -
46110.0000 Investment Earnings 1,580 9,631 10,720 2,027 (11,341) - 6,640
Total Revenue 276,875 287,815 235,462 279,314 399,244 305,922 304,810
EXPENSES
6050000 Office Expense - - - - 264 - 250
6070000 Advertising 144,521 178,720 120,110 43,142 127,366 88,818 165,000
6400000 Operating Supplies - - - - - - -
6500000 Contract Services **172,938 143,482 120,525 106,295 143,436 129,501 145,000
6600000 Professional Development 425 425 - - 731 - 450
6740000 Business Development 3,000 - - - - - -
6900000 Administration 2,753 2,782 2,246 2,774 4,106 3,059 2,920
Total Expenses 323,636 325,408 242,881 152,211 275,903 221,378 313,620
NET INCOME/(LOSS)(46,761) (37,593) (7,419) 127,103 123,341 84,544 (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$ 608,655$ 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 83,876
Administrative Services Fee 20,625
129,501$
Atascadero Tourism Business Improvement District (ATBID) Fund
5/9/2023
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 1
Page 48 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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-5
DATE: 05/17/23
ATTACHMENT: 2
Page 49 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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-5
DATE: 05/17/23
ATTACHMENT: 2
Page 50 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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-5
DATE: 05/17/23
ATTACHMENT: 2
Page 51 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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)
7,276.71 1/31/2023 ap IN 11186
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 174347
-7,276.71 1/31/2023 po LI 11186
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
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
187.95 3/2/2023 ap IN 15036
235Line Description: WEBSITE MAINTENANCE
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 173849
10,483.23 3/31/2023 ap IN 11267
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 174347
4Page:
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 2
Page 52 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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)
-10,483.23 3/31/2023 po LI 11267
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
69,430.31 69,430.31 0.000000.6077025 Digital Media Advertising 31,163.29 -100,593.60 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
-2,000.00 7/1/2022 po CO 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
-2,500.00 9/30/2022 po LI 11039
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 172730
5Page:
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 2
Page 53 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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)
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 7,162.50 -26,550.00 0.00
Total Advertising 77.06 88,817.81 88,817.81 38,325.79 37,856.40 165,000.00
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
2,000.00 7/1/2022 po CO 02501
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
6Page:
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 2
Page 54 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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
7Page:
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 2
Page 55 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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
9,140.40 1/31/2023 ap IN 11186
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 174347
-9,140.40 1/31/2023 po LI 11186
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
8Page:
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 2
Page 56 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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)
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
10,680.00 3/31/2023 ap IN 11267
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 174347
-10,680.00 3/31/2023 po LI 11267
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
83,875.64 83,875.64 0.000000.6501125 Promotions Consultants 124.36 -84,000.00 0.00
0000.6509010 Other Professional Services 0.00 0.00 0.00 0.00 0.00 0.00
2,291.67 7/1/2022 je GJ JE23 07-04
235Line Description: ATBID Admin Service Fee - July
2,291.67 8/1/2022 je GJ JE23 08-01
235Line Description: ATBID Admin Service Fee - Aug
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
9Page:
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 2
Page 57 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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 (Continued)
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
2,291.67 3/1/2023 je GJ JE23 03-03
235Line Description: ATBID Admin Service Fee - Mar
20,624.99 20,624.99 0.000000.6509010 Other Professional Services 0.00 -20,624.99 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
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 89.40 129,500.63 129,500.63 124.36 15,375.01 145,000.00
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
10Page:
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 2
Page 58 of 61
05/09/2023
CITY OF ATASCADERO
12:26PM
expdetl.rpt Expenditure Detail Report
07/01/2022 through 03/31/2023
Periods: 0 through 9
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
Total Business Development 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
81.87 218,318.44 218,318.44 38,450.15 56,851.41 313,620.00Total Atascadero Tourism Bus Improv Dist
Grand Total 218,318.44 218,318.44 81.87 38,450.15 56,851.41 313,620.00
11Page:
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 2
Page 59 of 61
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 *625,917.25$ 471,474.45$ 343,202.42$ 1,440,594.12$
* 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-5
DATE: 05/17/23
ATTACHMENT: 3
Page 60 of 61
May 11, 2023
Marketing Budget
Visit Atascadero | Budget: $206,000
Detailed Spending Actual Actual Actual Actual Actual Actual Actual Actual Actual Proj.Proj.Proj.
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining
Strategy/Planning/Meetings $21,600 $902 $2,003 $1,485 $1,875 $1,875 $1,650 $1,995 $1,793 $2,070 $1,988 $2,000 $1,965 $21,600 $0
Marketing Plan $5,000 $1,080 $1,110 $285 $1,974 $540 -------$4,989 $11
Creative Developement $36,000 $2,615 $2,565 $3,510 $5,715 $3,348 $2,775 $3,735 $3,450 $4,440 $3,000 $848 $0 $36,000 $0
Website Updates $5,000 -$510 $241 -$145 -$432 $770 $525 $1,295 $1,082 -$5,000 $0
Social Media $19,200 $1,590 $1,605 $1,590 $1,605 $1,605 $1,590 $1,605 $1,605 $1,605 $1,590 $1,610 $1,600 $19,200 $0
Email Marketing $12,000 $979 $1,014 $939 $1,014 $999 $759 $1,041 $1,056 $996 $1,041 $1,000 $1,162 $12,000 $0
Public Relations $5,000 -$345 $256 $105 $334 $240 $616 $2,683 $156 $270 --$5,005 -$5
Media Planning $4,200 $330 $375 $348 $345 $345 $360 $345 $345 $360 $345 $352 $350 $4,200 $0
Media Buy $98,000 $537 $425 $16,113 $16,081 $8,596 $6,834 $6,648 $8,808 $8,781 $9,159 $8,800 $7,217 $98,000 $0
Summary: Actual to Budget
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL
Invoice Totals $206,000 $8,033 $9,952 $24,767 $28,714 $17,786 $14,208 $16,417 $20,509 $18,933 $18,687 $15,692 $12,294 $205,993
Added Value $930 $180 $1,020 $270 $585 $2,985
Out of Scope Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Proj.Proj.
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining
Pinterest Set Up & Management $5,000 $660 $3,090 $650 $600 $5,000 $0
IPW $8,000 $1,570 $6,430 $8,000 $0
Summary: Actual to Budget
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL
Invoice Totals $13,000 $0 $0 $0 $0 $0 $0 $0 $0 $2,230 $3,090 $7,080 $600 $13,000
Added Value
ITEM NUMBER: B-5
DATE: 05/17/23
ATTACHMENT: 4
Page 61 of 61