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HomeMy WebLinkAboutTBID_2023-08-23_AgendaPacketCITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA IN-PERSON MEETING INFORMATION: The Advisory Board for the Atascadero Tourism Improvement District (ATBID) meeting will be in-person only and members of the public wanting to participate may attend the meeting. HOW TO SUBMIT PUBLIC COMMENT: Individuals who wish to provide public comment in-person may attend the meeting in the Club Room on the Fourth Floor of City Hall, 6500 Palma Avenue, Atascadero, CA 93422. If you wish to comment but not in-person, please email public comments to cityclerk@atascadero.org. Such email comments must identify the Agenda Item Number in the subject line of the email. The comments will be forwarded to the ATBID and made a part of the administrative record. To ensure distribution to the ATBID prior to consideration of the agenda, the public is encouraged to submit comments no later than 12:00 p.m. the day of the meeting. Those comments, as well as any comments received after that time, but before the close of the item, will be distributed to the ATBID, posted on the City’s website, and will be made part of the official public record of the meeting. Please note, email comments will not be read into the record. AMERICAN DISABILITY ACT ACCOMMODATIONS: Any member of the public who needs accommodations should contact the City Clerk’s Office at cityclerk@atascadero.org or by calling 805-470-3400 at least 48 hours prior to the meeting or time when services are needed. The City will use their best efforts to provide reasonable accommodations to afford as much accessibility as possible while also maintaining public safety in accordance with the City procedure for resolving reasonable accommodation requests. ATBID agendas and minutes may be viewed on the City's website: www.atascadero.org/agendas. Copies of the staff reports or other documentation relating to each item of business referred to on the Agenda are on file in the office of the City Clerk and are available for public inspection on our website, www.atascadero.org. Contracts, Resolutions and Ordinances will be allocated a number once they are approved by the ATBID. The Minutes of this meeting will reflect these numbers. All documents submitted by the public during ATBID meetings that are made a part of the record or referred to in their statement will be noted in the Minutes and available for review by contacting the City Clerk's office. All documents will be available for public inspection by appointment during City Hall business hours. Page 1 of 104 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, August 23, 2023 at 2:30 P.M. Atascadero City Hall - 6500 Palma Avenue, Club Room Atascadero, California CALL TO ORDER: ROLL CALL: Chairperson Patricia Harden, SpringHill Suites by Marriott Vice Chairperson Corina Ketchum, Home2 Suites by Hilton Board Member Deana Alexander, The Carlton Hotel Board Member Tom O’Malley, Portola Inn Board Member Amar Sohi, Holiday Inn Express & 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. PRESENTATION: 1. Economic Development & Broadband Update Loreli Cappel, Deputy Director of Economic & Community Development A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – July 19, 2023 ▪ Recommendation: ATBID Advisory Board approve the Draft Action Minutes of the July 19, 2023 Special Meeting. [City Staff] B. BUSINESS ITEMS: 1. Discuss Upgrades to the Visit Atascadero Website ▪ Recommendation: ATBID Advisory Board discuss and provide staff direction for upgrades to the Visit Atascadero Website. [City/Verdin] ▪ Fiscal Impact: Up to $25,000 in budgeted funds. 2. Visit SLO CAL’s Strategic Direction 2026 ▪ Recommendation: ATBID Advisory Board receive and file Visit SLO CAL’s Strategic Direction 2026 presentation. [Visit SLO CAL] ▪ Fiscal Impact: None. Page 2 of 104 3. Visit SLO CAL Co-op Opportunities ▪ Recommendation: ATBID Advisory Board review and discuss Visit SLO CAL’s Co-op Opportunities 2023-2024. [Visit SLO CAL/Verdin] ▪ Fiscal Impact: Up to $17,000. 4. 2023-2024 Marketing Plan for Visit Atascadero ▪ Recommendation: ATBID Advisory Board discuss and provide staff direction for the 2023-2024 Marketing Plan for Visit Atascadero. [Verdin] ▪ Fiscal Impact: $220,000 in budgeted funds. 5. Budget Overview and Monthly Report ▪ Recommendation: ATBID Advisory 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/Marketing Committee liaisons] 2. Marketing Update [Verdin Marketing] 3. 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. All Things Google Training. (September) 2. Political/action topics presentation by City of Atascadero Mayor and/or San Luis Obispo County Supervisor. (October) F. ADJOURNMENT: Page 3 of 104 ITEM NUMBER: A-1 DATE: 08/23/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT MINUTES Wednesday, July 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 2:33 P.M. ROLL CALL: Present: Chairperson Patricia Harden, Vice Chairperson Corina Ketchum, Board Member Deana Alexander, Board Member Tom O’Malley, Board Member Amar Sohi Absent: None Staff Present: Deputy City Manager Terrie Banish, Deputy City Clerk Dillon James APPROVAL OF AGENDA: MOTION: By Board Member O’Malley and seconded by Board Member Sohi to approve the agenda. Motion passed 5:0 by a roll call vote. 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. A. CONSENT CALENDAR 1. ATBID Draft Action Minutes – May 17, 2023 ▪ Recommendation: ATBID Board approve the Draft Action Minutes of the May 17, 2023 meeting. [City Staff] Page 4 of 104 ITEM NUMBER: A-1 DATE: 08/23/23 MOTION: By Board Member Sohi and seconded by Board Member Alexander to approve the consent calendar. Motion passed 3:0 by a roll call vote. [Harden, O’Malley abstained] B. BUSINESS ITEMS: 1. Election of Chairperson and Vice Chairperson for the Atascadero Tourism Business Improvement District Advisory Board for the 2023-2024 Fiscal Year Term ▪ Recommendation: ATBID Board elect one member to serve as Chairperson and one member to serve as Vice Chairperson for the ATBID Advisory Board for the 2023-2024 fiscal year term. [City] ▪ Fiscal Impact: None. Deputy City Clerk James presented this item and answered questions from the Board. The ATBID Board expressed approval of the ongoing tenure of Chairperson Harden and Vice Chairperson Ketchum. 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 elect Patricia Harden as Chairperson and Corina Ketchum as Vice Chairperson of the ATBID Board for the 2023- 2024 fiscal year term. Motion passed 5:0 by a roll call vote. 2. Inclusion of Santa Margarita on Visit Atascadero Website ▪ Recommendation: ATBID Board discuss and provide staff direction for inclusion of all Santa Margarita attractions, restaurants, wineries, etc. on the Visit Atascadero website. [City/Verdin] ▪ Fiscal Impact: Up to $2,000. Deputy City Manager Banish presented this item and answered questions from the Board. The Board agreed that including Santa Margarita’s attractions, restaurants, wineries, and adventure tourism opportunities to the Visit Atascadero website would not hinder the Atascadero lodging industry (as there is no lodging in Santa Margarita) but may instead encourage further tourism and investment in Atascadero by expanding the possible activities for visitors to the area. PUBLIC COMMENT: Chairperson Harden opened public comment. Page 5 of 104 ITEM NUMBER: A-1 DATE: 08/23/23 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 include Santa Margarita attractions on the Visit Atascadero website. Motion passed 5:0 by a roll call vote. 3. At Her Table Street Festival Sponsorship Request for 2024 Event ▪ Recommendation: ATBID Board discuss and provide staff direction on sponsorship request for the At Her Table Street Festival, March 10, 2024 in Downtown Atascadero. [Enjoy SLO] ▪ Fiscal Impact: $7,500. At Her Table’s Founder Michelle Barrera presented this item and answered questions from the Board. The Board expressed enthusiasm toward the At Her Table Street Festival, its economic boon to the Downtown and general hospitality industry in Atascadero, and its potential for future expansion and development. Ms. Barrera also noted that At Her Table staff will attempt to attract the attention of national media by potentially launching fireworks from the Downtown area in celebration of International Women’s Day, which would make Atascadero the first place in the United States to do so. 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 sponsor the 2024 At Her Table Street Festival in the amount of $7,500. Motion passed 5:0 by a roll call vote. 4. Spartan Race Visit SLO CAL Co-op Sponsorship Renewal for 2023 Event ▪ Recommendation: ATBID Board provide staff direction on sponsorship renewal for the Spartan Race Visit SLO CAL Co-op, November 3-5 2023 in Santa Margarita. [City] ▪ Fiscal Impact: Up to $5,000. Deputy City Manager Banish presented this item and answered questions from the Board. The Board agreed that the economic investment resulting from the co-op opportunity outweighs the costs of sponsorship, and that the Spartan Race is an important element in uniting tourism between Atascadero and Santa Margarita. PUBLIC COMMENT: Chairperson Harden opened public comment. Page 6 of 104 ITEM NUMBER: A-1 DATE: 08/23/23 The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. MOTION: By Board Member Sohi and Board Member Alexander to sponsor the Spartan Race Visit SLO CAL Co-op in the amount of $5,000. Motion passed 5:0 by a roll call vote. 5. Visit SLO CAL Resident Sentiment Study Results for Atascadero ▪ Recommendation: ATBID Board receive and file the Visit SLO CAL Resident Sentiment Study results for Atascadero. [City] ▪ Fiscal Impact: None. Deputy City Manager Banish presented this item and answered questions from the Board. The Board reviewed the key findings from the Resident Sentiment Study, including polling of residents about their feelings toward tourism in their community, the longevity of residents and why folks tend to stick around long-term, and the pinch points between the community and visitors. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. The Visit SLO CAL Resident Sentiment Study was received and filed. 6. ATBID 2023-2025 Budget Approval ▪ Recommendation: ATBID Board receive and file the Visit SLO CAL Resident Sentiment Study results for Atascadero. [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 ATBID 2023-2025 Budget Approval was received and filed. 7. 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. Page 7 of 104 ITEM NUMBER: A-1 DATE: 08/23/23 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/Marketing Committee liaisons] 2. Marketing Update. [Verdin Marketing] 3. City Business and Administrative Update. [City Manager’s Office] 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. (TBD) 2. All Things Google Training. (TBD) 3. Marketing Plan Presentation 2023-2024. (August) 4. RFP Discussion for upgrades to Visit Atascadero website. (August) 5. Forecasting & Trends discussion. (August) F. ADJOURNMENT Chairperson Harden adjourned the meeting at 4:06 P.M. MINUTES PREPARED BY: ______________________ Dillon Dean James Deputy City Clerk APPROVED: Page 8 of 104 ITEM NUMBER: B-1 DATE: 08/23/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Discuss Upgrades to the Visit Atascadero Website RECOMMENDATION: ATBID Advisory Board discuss and provide staff direction for upgrades to the Visit Atascadero website. DISCUSSION: In November 2015, the ATBID Advisory Board sent out a Request for Proposals (RFP) for a new Visit Atascadero website. At that time, a website vendor was selected, but could not commit to the agreement. The ATBID Advisory Board sent out an RFP a second time in January 2016 and secured Clever Concepts as the website developer. The City and the ATBID Advisory Board have been working with Clever Concepts ever since and have been able to add and build to the Visit Atascadero website. The Visit Atascadero website has been a great resource and informative entry point for visitors to learn more about our destination. As with any website, functionality enhancements and user experiences evolve and need to be assessed and updated for success. The goal of the discussion will be to define objectives, identify areas of opportunity, and align with digital best practices to ensure our website provides visitors with a positive experience. Verdin Marketing will take us through this discussion and share ideas on how to enhance website searchability, increase time on site, and overall engagement to drive visitation. FISCAL IMPACT: Up to $25,000 in budgeted funds. ATTACHMENT: 1. ATBID Request for Proposal – Visit Atascadero Website, January 2016 Page 9 of 104 Page 1 Atascadero Tourism Business Improvement District Request for Proposal – Visitor Website Issue Date: January 29, 2016 The Atascadero Tourism Business Improvement District (ATBID) is requesting proposals from professional web development and design firms to guide the organization in the creation of a new tourism website. The ATBID was formed in April 2013 to collect assessments from lodging businesses to be used for tourism promotions and marketing programs to promote the City of Atascadero as a tourism destination and to increase transient stays at lodging businesses. The ATBID is represented by Atascadero hoteliers who work in partnership with the City of Atascadero and on behalf of multiple hospitality and stakeholder businesses that serve the visitor. The ideal website will capture the unique personality of Atascadero and its varied attractions, appeal to all audiences of area tourism, serve as the tourism resource for visitors to Atascadero, and provide relevant information to support media inquiries about Atascadero. This website will replace the current VisitAtascadero.com site. Additional details regarding functionality and content are included below. Please submit your proposal in PDF format via email to Terrie Banish, tbanish@atascadero.org and ATBID Destination Manager, Amanda Diefenderfer adief@bigredmktg.com, by 5 p.m. on Wednesday, February 10, 2016. Applicant Information Proposals must include contact information and background of the submitting firm. Additionally, the proposal should offer specific material pertaining to the qualifications of the proposer, the foreseen working relationship between the firm, the ATBID and City, and previous experience with relevant projects. Website Design and Functionality Submitted proposals should at least include the following elements related to the design, functionality and content management capabilities of the website: Overall Design – The website should reflect a professional, information-rich site that is both aesthetically pleasing and easy to navigate. Responsive designs that adapt to the varied sizes of desktop and mobile devices are most appealing. The website needs to be optimized for thorough SEO performance and have a strong presence amongst our target audience of local and county residents as well as supporting the ATBID goal to grow tourism. It needs to be designed in a manner that will populate search results when people are searching to visit our area and will capture tourists while they are here in our county with the variety of attractions we offer. In addition, this optimization needs to keep in mind the tourism industry from tour operators to hotels and other media resources. It also needs to reflect the aesthetics of the unique appeal Atascadero has to offer. Additionally, the website should be created in a manner that allows flexibility to adapt to evolving needs and technologies as they arise. Scope of Proposal ITEM NUMBER: B-1 DATE: 08/23/23 ATTACHMENT: 1 Page 10 of 104 Page 2 Equal Promotion and Support for Hoteliers/Tourism Stakeholders – The website must host the ability for properties to convey current information. Those with administrator access should be able to assist hotels/stakeholders to post consumer promotions, trade resources and easily access pertinent information that is tourism related. Appeal to Numerous Consumer Audiences – The wide range of Atascadero attractions and resources results in a varied target audience. The website should appeal to this audience through aesthetics and ability to obtain relevant information. One of the gauges of the website’s success will be its ability for itinerary building and to convert visitors to rooms booked for hotels. Specific consumer audiences to consider in the creation of the website include: • Families • Weekend visitors • Wine/beer/cider and food consumers • Agri-tourists • Golfers • Outdoor enthusiasts • Weddings • Area event attendees • Meeting planners • Organized tour groups News Worthy, Timely Marketing Campaigns – In the overall design, the new website should include space for news worthy and timely marketing campaigns (i.e., restaurant month, Atascadero Wine Festival, zoo happenings and other consumer events) to showcase “What’s Happening.” This supports a website that is current with information and easily updatable to provide users easy to access information as they make their travel plans. Integration of Supportive Platforms and Tools – The proposal should include a demonstration of the site’s ability to integrate supporting marketing resources. Specific resources include: • Connection to social media platforms such as Facebook, Twitter, and Instagram. Functionality should allow connection to the outside social media platform and integration of embedded videos and/or update feeds. • Hosting of a digital version of print collateral created to promote Atascadero tourism. This should also include a form to allow consumers to request information. • Connection and integration with the local, regional and state tourism partners. The Atascadero Chamber of Commerce is a strategic partner and home to the local Visitor’s Center. Visit San Luis Obispo County’s website acts as a countywide portal for the ATBID featuring events, dining, lodging, and activity information. Hosting of Media Resources – As an area resource, the site must have the ability to convey and host information that will attract media personalities to learn more about Atascadero and support the ATBID’s goal of growing media coverage. Website Administrator Access – Access shall be provided to TBID designees for front and back-end editing to apply content updates. This system should facilitate the editing process with the use of WYSIWYG style editors. This site must also meet all ADA standards for accessibility. ITEM NUMBER: B-1 DATE: 08/23/23 ATTACHMENT: 1 Page 11 of 104 Page 3 Website Content Management System - Proposals should include the implementation of a web-hosted Content Management System that is easily usable and accessible through discretionary logins. Additionally, database functions should include the ability to import and export site visitors/members, events and businesses in a common data format. The events calendar will be date and/or title searchable and accommodate recurring, multi-day and multi-week events. Current website content is available as needed. If a proprietary CMS is proposed, an option for an open- source CMS should be included with preference given to an open-source platform. Analytics - The backend of the site should allow access to complete page-visit analytics and offer the ability to generate reports (a listing of reports should be included in the proposal). Hosting - Options should be provided for hosting. Preference will be given to options that allow the City to host the site on current City hosting providers. Ongoing Site Management – The site shall be regularly maintained by the chosen vendor. Maintenance includes but is not limited to front and back-end updates for functionality and security and content updates as provided by the ATBID. Maintenance costs for the scope of this project shall be included in the proposal and extend to 12 months from the start of the project. The project start date will be determined after the selection process. The monthly maintenance portion of the proposal shall reflect the monthly cost after the scope of this project is completed. Timeline Please include an anticipated timeline for the migration of current website content and availability of new site functionality. The timeline may recommend phases of introducing new resources in order to integrate the updates as quickly as possible while eliminating potential disruptions. Budget Proposals should include a comprehensive budget outlining the associated costs of developing the website and anticipated ongoing maintenance costs. Allocated budget is estimated at $35,000. Examples of Work Please provide case studies and/or other examples of work that reflect the competencies specific to supporting the ability to successfully achieve the goals of the new visitor website. Proposals are to be submitted electronically in PDF to Terrie Banish, tbanish@atascadero.org and ATBID Destination Manager, Amanda Diefenderfer adief@bigredmktg.com, by 5 p.m. on Wednesday, February 10, 2016. Please note that all costs to prepare proposals are to be incurred by the proposer. The ATBID reserves the right to refuse any submission and may retain all proposals submitted. Proposals should not exceed 15 pages in length. Proposal Submission ITEM NUMBER: B-1 DATE: 08/23/23 ATTACHMENT: 1 Page 12 of 104 ITEM NUMBER: B-2 DATE: 08/23/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Visit SLO CAL’s Strategic Direction 2026 RECOMMENDATION: ATBID Advisory Board receive and file Visit SLO CAL’s Strategic Direction 2026 presentation. DISCUSSION: Visit SLO CAL will present Strategic Direction 2026, a roadmap for the next few years in the County’s tourism industry, with a focus on sustainability and quality of life in the Vision and Mission statements, along with key Core Values that place an emphasis on excellence. The positioning of Strategic Direction 2026 will include research and vital tourism knowledge, impactful marketing and sales initiatives, a long-term collaborative roadmap that enables success for our community, and leadership in destination management and community engagement to enhance quality of life for residents and quality of experience for visitors. Based on Strategic Direction 2026, the presentation will provide an overview of the FY 2024 Business and Marketing Plan. The plan will review the new market assets and activation; the target audiences; geographic priorities; the media mix; paid and owned media; earned media and public relations; partnerships and events; sales; equity, diversity, and inclusion; and advocacy. Strategic Direction 2026 provides useful information to the ATBID Advisory Board as they review and focus on the new Visit Atascadero Marketing Plan for 2023-2024. FISCAL IMPACT: None. ATTACHMENT: 1. SLO CAL Strategic Direction 2026 Presentation Page 13 of 104 Strategic Direction 2026 ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 14 of 104 2 Strategic Direction 2026 ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 15 of 104 3 Strategic Perspectives 1.Visit SLO CAL is widely supported by the tourism community 2.Cultural and retention issues continue to challenge Visit SLO CAL 3.The House of Brands strategy is widely applauded 4.Collaboration has positive momentum in SLO CAL 5.As with many destinations, workforce issues are a persistent threat 6.SLO CAL still believes in the dream of a conference center 7.SLO CAL can stake a claim in sustainable tourism 8.SLO CAL’s value proposition as a destination is evolving 9.Digital nomads might be a market opportunity 10.Visit SLO CAL should keep an eye on community resistance ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 16 of 104 4 SD2023 Vision A vibrant and prosperous SLO CAL fueled by a collaborative and flourishing tourism industry SD2026 Vision A vibrant and sustainable SLO CAL, fueled by a collaborative and flourishing tourism industry ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 17 of 104 5 SD2023 Mission Inspire travel and foster our unique experiences to create life-long ambassadors and economic growth for SLO CAL SD2026 Mission Inspire travel, foster our unique experiences and champion quality of life to create life-long ambassadors and economic growth for SLO CAL ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 18 of 104 6 SD2023 Values •Stewardship •We are mindful of our resources and seek to enhance the SLO CAL lifestyle •Authenticity •We are attuned to our own well-being and strive to bring the SLO CAL brand to life •Inclusion •We engage and collaborate with an array of voices and perspective •Drive •We bring enthusiasm to our work and prioritize initiative to achieve results •Future Focus •We deliver today with an innovative eye on tomorrow SD2026 Core Values •Stewardship •We value our people and care for our community and resources •Authenticity •We strive to embody the SLO CAL lifestyle of "people, place and pace" •Inclusion •We engage and collaborate with an array of voices and perspectives •Excellence •We are ambitious in our work and prioritize initiatives to achieve results •Future Focus •We deliver today with an innovative eye on tomorrow ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 19 of 104 7 SD2023 Position To best support SLO CAL’s tourism economy, Visit SLO CAL provides: •Strategic research and vital tourism knowledge to investors, partners, stakeholders and communities •A long-term, collaborative and holistic roadmap that enables success for our community •High-quality and high-impact marketing and sales initiatives tailored to reach regional, national and international target markets •Leadership in destination management and community engagement to enhance quality of life for residents and quality of experience for visitors ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 20 of 104 8 SD2026 Position To best support SLO CAL’s tourism economy, VSC provides: •Strategic research and vital tourism knowledge to investors, partners, stakeholders and communities •Impactful marketing and sales initiatives tailored to reach regional, national and international target markets •A long-term, collaborative and holistic roadmap that enables success for our community •Leadership in destination management and community engagement to enhance quality of life for residents and quality of experience for visitors ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 21 of 104 9 SD2026 Enhance our organizational effectiveness Amplify and steward the SLO CAL brand through unified efforts Demonstrate value to investors, partners, stakeholders and communities Lead the county tourism industry in fostering a vibrant destination Objectives ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 22 of 104 10 Objective #2 Amplify & steward the SLO CAL brand through unified efforts Strategies: •Continue to build on House of Brands marketing strategy •Increase share of voice through integrated storytelling efforts •Increase local adoption of SLO CAL nomenclature •Develop a holistic approach to promoting SLO CAL as an authentically sustainable destination Key Results: •Year-over-year increase in unaided visitor Net Promoter Score from baseline of -9 •Grow incremental travel impact as measured by ROAS in the annual Brand Awareness Study •Grow partner participation in Visit SLO CAL marketing efforts •Increase cross-visitation over FY 24 baseline ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 23 of 104 11 Objective #1 Enhance our organizational effectiveness Strategies: •Audit and streamline processes, procedures and workflows •Cultivate a values-centered culture reflective of the SLO CAL lifestyle •Perform a skills and capabilities audit and act on findings •Celebrate, recognize and develop the Visit SLO CAL team Key Results: •Maintain or grow average employee engagement score over 2023 baseline •Grow average employee satisfaction on quarterly survey over 2023 baseline •Grow values alignment score on quarterly employee survey over 2023 baseline ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 24 of 104 12 Objective #3 Lead the county tourism industry in fostering a vibrant destination Strategies: •Champion improvements in intra-county transportation •Develop a Sustainable Tourism Strategy for SLO CAL •Create a Regional Tourism Industry Workforce Plan Key Results: •Deliver Sustainable Tourism Strategy by June 30, 2024 •Deliver Regional Tourism Workforce Plan by June 30, 2024 •Outperform statewide tourism economic impact growth ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 25 of 104 13 Objective #4 Demonstrate value to investors, partners, stakeholders and communities Strategies: •Build awareness & deepen engagement of investors, partners & stakeholders •Build local understanding of the positive impact tourism has on the community •Advance our efforts to educate, inform and collaborate with our investors, partners and stakeholders Key Results: •Maintain or improve resident sentiment score over baseline of 2023 survey •Year-over-year increase in investor, partner and stakeholder engagement over FY 24 baseline ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 26 of 104 FY 24 Business & Marketing Plan Overview ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 27 of 104 15 Aligning the Vision ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 28 of 104 16 SLO CAL Brand Positioning ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 29 of 104 17 FY 24 Approach Integrated Storytelling Framework ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 30 of 104 18 FY 24 Approach New Marketing Assets & Activation Sustainably SLO CAL •Build on momentum of WTTC Destination Spotlight to elevate SLO CAL as a leading sustainable tourism destination Brand Storytelling •Bring more immersive content to the SLO CAL brand storytelling toolkit Key Market Activation •Engage media and consumers in a key market to drive awareness and interest in SLO CAL ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 31 of 104 19 FY 24 Approach The Purposeful Traveler –Primary Audience •Broader target audience •Consumers who take at least two or more domestic vacations and spend $2,000 annually •Consumers who embody the SLO CAL state of mind ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 32 of 104 20 FY 24 Approach Geographic Prioritization ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 33 of 104 21 FY 24 Approach Media Mix / Budget Allocation ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 34 of 104 22 FY 24 Approach Paid Media Performance ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 35 of 104 23 FY 24 Approach Paid Media •Finalize and launch local adoption of SLO CAL nomenclature strategy •Strategy to include small amount of paid promotion locally to increase awareness as part of the integrated framework across earned, owned and paid initiatives ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 36 of 104 24 FY 24 Approach Owned Media •Launch new assets specifically integrated with paid and earned efforts •Maintain and optimize web presence through ongoing development and UX study ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 37 of 104 25 FY 24 Approach Earned Media & Public Relations •Onboard international PR agency and develop PR strategy focused on UK/Ireland •Launch community engagement PR plan to build local awareness of the positive impact tourism has on the community •Secure individual domestic and international FAM trips touching two or more destinations •Leverage media relations to promote SLO CAL nomenclature through local media channels ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 38 of 104 26 FY 24 Approach Partnerships and Events •Continue to develop SLO CAL Crafted to increase participation and create opportunities for 2 key activations •Collaborate with SCC partners to participate in pop-up marketplaces at Mid-State Fair, Farmers Market, and Destination Summit •Activate partner engagement strategy to increase adoption of SLO CAL nomenclature •Increase participation in VSC programs by 10% ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 39 of 104 27 FY 24 Approach Sales •Develop and implement county-wide sales strategy •Deliver build-out and promotion of VSC’s advanced facilities module •Generate 15 meeting & conference leads quarterly, with a focus on need times •Facilitate two educations sessions for lodging investors and partners to build relationships with international and domestic tour operators •Facilitate and confirm five contracts per quarter between receptive tour operators and lodging investors/partners ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 40 of 104 28 FY 24 Approach Experience SLO CAL 2050 •Develop countywide events and festivals calendar •Advance work on comprehensive countywide trail system •Work with investors, partners, stakeholders and event planners to identify a signature event or festival •Conduct a countywide sustainability assessment through the Global Sustainability Tourism Council ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 41 of 104 29 FY 24 Approach Equity, Diversity & Inclusion •Continue to build EDI content that tells the story of SLO CAL •Partner with ANA to host mandatory training program for VSC staff, Board of Directors and Marketing Committee ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 42 of 104 30 FY 24 Approach Advocacy •Develop long-term advocacy platform, including pillars to guide collaborative advocacy efforts •Create and launch advocacy toolkit •Leverage resident sentiment survey benchmark to inform and build communications strategy •Create regional tourism industry workforce strategy roadmap ITEM NUMBER: B-2 DATE: 08/23/23 ATTACHMENT: 1 Page 43 of 104 ITEM NUMBER: B-3 DATE: 08/23/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Visit SLO CAL Co-op Opportunities RECOMMENDATION: ATBID Advisory Board review and discuss Visit SLO CAL’s Co-op Opportunities 2023-2024. DISCUSSION: Visit SLO CAL’s intention for cooperative marketing is to provide unique opportunities for destination partners and tourism businesses to ride the coattails of Visit SLO CAL investment across paid, owned, and earned channels, and amplify their voices within its House of Brands programming. Visit Atascadero is a proud member of Visit SLO CAL. City staff encourages the ATBID Advisory Board to review and endorse co-op opportunities with Visit SLO CAL whenever they are available and mutually beneficial. This presentation will provide a snapshot of the co-op marketing opportunities available to the ATBID Advisory Board as we head into the 2023-2024 fiscal year. FISCAL IMPACT: Up to $17,000. ATTACHMENT: 1. Visit SLO CAL Co-op Opportunities Presentation Page 44 of 104 SLO CAL Co-Op Program FY 24 August 2023 ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 45 of 104 2 SLO CAL Co-Op Strategy Visit SLO CAL’s intention for cooperative marketing is to provide unique opportunities for destination partners and tourism businesses to ride the coattails of Visit SLO CAL investment across paid, owned and earned channels and amplify their voices within its House of Brands programming ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 46 of 104 Paid Media Partner Programs ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 47 of 104 Conde Nast ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 48 of 104 5 Conde Nast –Targeted E-blast Overview: •Dedicated e-blast to email lists within the Conde Nast network under the publication of your choice •Publisher produced with input from destination stakeholders •Opportunity to feature key events or seasonal attractions, festivals etc. ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 49 of 104 6 Conde Nast Program Details Creative: •Imagery provided by destination or SLO CAL (destination to determine) •Copy developed by the Conde Nast team with direction and overview provided by destination User Experience:Email will click through to the Destination Partner Website Requirements:Participants will be required to feature the Community of SLO CAL Logo Lockup prominently on the campaign landing page Pricing:$5,500 ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 50 of 104 Sojern ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 51 of 104 8 Sojern : Matching Funds Co-Op Program Overview: •As a valued partner and member of our travel and tourism community, Visit SLO CAL together with Sojern has developed a custom program to support SLO CAL partner efforts in driving visitation and increasing the economic impact to each destination. •Through this customized co-op marketing program, you will receive a 100% match on your investment from Visit SLO CAL and Sojern in a digital advertising campaign set to specifically meet your needs and goals. ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 52 of 104 9 About Sojern Sojern is an easy-to-use marketing platform that gives hotel and destination marketers the tools to cost effectively drive demand, convert customers, and build loyalty How It Works Travel Intent Signals 350 Million Traveler Profiles Data from Your Website Thanks to our data partners we know where, when, and why people travel. We build traveler profiles based on those intent signals and what we know about their travel preferences. We learn from your website visitors and are able to find travelers who are similar. ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 53 of 104 10 SLO CAL Sojern Co-Op Structure Campaign Examples Partner Investment VSC Match Sojern Media Match Product Max Max Campaign Length $5,000 $5,000 $5,000 2 Products 3 months $10,000 $10,000 $10,000 3 Products 6 Months Media Included: •Display, Native and/or Video •Media mix depends on budget level Investment: •100% Match with 100% VSC and 100% Sojern •$5,000 Minimum Reporting: ●Performance Data in Online Client Platform ●Economic Impact Reporting ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 54 of 104 11 Sojern Program Details •Creative:HOB Video, Native, Display •User Experience:HOB Ads featuring each participating destination will be served based on the Sojern targeting parameters and will click through to the Destination Partner Website •Requirements:All participants will be required to feature the Community of SLO CAL Logo Lockup prominently on the campaign landing page ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 55 of 104 Pinterest ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 56 of 104 13 Approach Access to the current custom Pinterest extension campaign providing: •Development & deployment of a custom interface featuring participating destinations across SLO CAL •Pinterest Asset Development •Pins used to run in the creative campaign will be made available for use in individual partner Pinterest Programs and will click through directly to partner landing pages •Customized assets developed featuring destination product, events or specific offerings •Increased exposure of participating destinations within the SLO CAL Pinterest media investment ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 57 of 104 14 Co-Op Structure Partners Receive •Increased exposure within the Visit SLO CAL media campaign •Suite of custom Pinterest assets •Increased alignment with Cross Visitation SLO CAL Provides •Platform development •Paid Media Support •Asset Development & Delivery •Creative asset templates ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 58 of 104 15 Pinterest Co: Op Structure Option 1 Investment Level: $10K Pinterest Asset Suite: •2 Video Pins •10 Standard Pins •2 Traffic Driving Pins •3 Customizable Pin Templates •Inclusion in SLO CAL Pinterest Campaign Launch at leveraged rates Option 2 Investment Level: $5K Pinterest Asset Suite: •1 Video Pin •5 Standard Pins •1 Traffic Driving Pin •3 Customizable Pin Templates •Inclusion in SLO CAL Pinterest Campaign Launch at leveraged rates ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 59 of 104 Brand Campaign Co-Op Leveraging the buying power of Visit SLO CAL ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 60 of 104 17 Brand Campaign –Retargteting Leveraging the The Land of campaign's third year in market, Visit SLO CAL has created a co-op layer that allows Destination partners to capitalize on the campaigns buying power and momentum. Partners will select the messaging layer that best aligns with their organization objectives. Content Text •Once selected, those visitors will be retargeted with HOB campaign creative specific to that destination, which in turn clicks through to the and retarget visitors that have engaged with those assets •HOB creative assets will drive traffic directly to partner hosted landing pages which prominently feature the "Community of" logo lockup ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 61 of 104 18 Brand Program Details Creative:HOB Video, Native, Display User Experience:HOB Ads featuring each participating destination will be served based on the campaign targeting parameters and will click through to the Destination Partner Website Requirements:All participants will be required to feature the Community of SLO CAL Logo Lockup prominently on the campaign landing page Pricing •$1,500 •$2,250 •$3,500 ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 62 of 104 19 Approach •The Land of Brand or Cross Visitation •Sustainably SLO CAL •SLO CAL Crafted SLO CAL Campaign Layer •Video •Digital HOB Creative •Featuring related/Relevant Content •Community of SLO CAL logo Destination Landing Page Building on the momentum The Land of campaign has created over the past two years –Destination partners are able to tap into the messaging strategy that best aligns with their goals and objectives. ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 63 of 104 Key Market Activation Earned, Owned and Paid ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 64 of 104 21 Approach To stimulate the Denver market, VSC is planning an integrated marketing activation to coincide with the PRWCA and Travel Paso's wine tasting trade and consumer event Earned:Media Event October 26 at Mile High Station •Invited media and key influencers who specialize in diverse media segments will be invited to participate in an activation with co-op partners •Event will take place at 5 pm, just prior to consumer event to create a private experience in a separate space •A SLO CAL Crafted pop-up will be included in media event and used as the gifts for participating media •Media will flow into consumer event for full wine tastings ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 65 of 104 22 Approach Paid and Owned: House of Brands media blitz •Additional media dollars will be deployed behind participating partners The Land of...House of Brand creative assets •Giveaway Creative: Featuring imagery from participating partners –promoting a trip giveaway •Trip giveaway will include all participating co-op partners ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 66 of 104 23 Pricing •Participation in media event from one representative of each co-op partner •Additional media rotation for participating partners using HoB creative •Trip giveaway featuring co-op partners both in creative and in trip components •$3,000 ITEM NUMBER: B-3 DATE: 08/23/23 ATTACHMENT: 1 Page 67 of 104 ITEM NUMBER: B-4 DATE: 08/23/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report 2023-2024 Marketing Plan for Visit Atascadero RECOMMENDATION: ATBID Advisory Board discuss and provide staff direction for the 2023-2024 Marketing Plan for Visit Atascadero. DISCUSSION: As the ATBID Advisory Board enters the next fiscal year, Verdin Marketing will present a dynamic and comprehensive marketing plan for Visit Atascadero aimed at elevating our City's position as a unique travel destination on the Central Coast of California. This strategic roadmap is designed to enhance visitor experiences, engage with our target audience, and promote regenerative tourism practices. Through innovative digital initiatives, engaging content, and collaborative partnerships, we strive to create lasting memories for our visitors while fostering economic growth for our local community. The marketing plan will review who we are; our brand strategy; research and trends; survey results; who we are trying to reach through our target audiences; the strategic game plan; and which tactics will be in place for paid, earned, and owned media channels. Verdin will present what can be expected from the plan including an immersive digital experience, a redesigned website, engaging content, memorable moments, and sustainable travel. FISCAL IMPACT: $220,000 in budgeted funds. ATTACHMENT: 1. Visit Atascadero Marketing Plan Presentation 2023-2024 Page 68 of 104 August, 2023 Visit Atascadero Marketing Plan FY 2024 ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 69 of 104 Research & Trends ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 70 of 104 Primary Research Survey Results ●11 respondents ●61% of respondents shared most guests are from LA or SF/Bay Area ●Types of travelers: couples, followed by families and solo travelers ●Average age of travelers: 30-60 ●Most respondents use Instagram as their main social media channel ●Advertising support is needed year round, heavier in off-season (September - May) ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 71 of 104 Secondary Research From our Partners ●SLO CAL saw a 13.8% increase in overall travel spending YOY. ●California residents are accounting for 45% of all travel spending in California. ●Visit California reports we are 93% of the way back to pre-pandemic levels. ●Majority of residents believe in the power of tourism as it relates to quality of life according to the Visit California Community sentiment Study. ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 72 of 104 Trends ●Glamorizing the good ol’ days ●New way to road trip via electric vehicles ●Sustainability, especially as it relates to food and beverage ●Resurgence of “Bleisure” Travelers ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 73 of 104 Target Audiences Who are we trying to reach? ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 74 of 104 Target Audiences Purposeful Traveler The Purposeful Traveler is characterized by their vibrant and uncomplicated lifestyle, emphasizing authenticity and strong personal connections with family and friends. With a curious and open-minded nature, they seek out enriching experiences, eager to explore and learn about new things. In harmony with nature and their inner selves, they find fulfillment in engaging activities that align with their passions. ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 75 of 104 Secondary Audiences The Outdoor Family ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 76 of 104 Game Plan IMPERATIVE OBJECTIVES INITIATIVES Enhance the Atascadero brand story and experience 1.Growth in subscriber base and social following 2.YOY growth in website traffic and engagement 1.Develop and deploy a refreshed website 2.Launch blog 3.Implement proactive PR strategy Visitation growth 1.YOY growth in TOT 2.YOY growth in RevPAR/OCC 1.Create packages/itineraries with unique offerings to grow length of stay 2.Amplify paid media strategy with new channels Develop key partnerships 1.Increase brand awareness 2.Build strong relationships with stakeholders 1.Identify partner opportunities that drive overnight stays 2.Create core pillars that are authentic to Atascadero experiences. ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 77 of 104 Paid Media ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 78 of 104 Earned Media ●Craft four press releases/media pitches ●Host media familiarization tours to showcase the city's offerings ●Identify and collaborate with social media influencers ●Continue events partnerships ●Create exclusive deals and packages for visitors to extend their stay ●Attend IPW to share and extend reach ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 79 of 104 Owned Media ●Share user-generated content and engaging stories ●Continue to revamp Pinterest ●Monthly e-newsletter ●Implement a blog ●Collaborate with photographers and videographers ●Develop and launch a new website ●Partner with local businesses through Instagram Collaborations ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 80 of 104 Questions ITEM NUMBER: B-4 DATE: 08/23/23 ATTACHMENT: 1 Page 81 of 104 ITEM NUMBER: B-5 DATE: 08/23/23 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Budget Overview and Monthly Report RECOMMENDATION: ATBID Advisory Board receive and file the Budget Overview and Monthly Report. DISCUSSION: The ATBID summary and expenditure reports show the expenditures that have been submitted through June 2023. The ATBID expenditure report is also included for 2022-2023, showing the budget details as we work to close out the fiscal year along with the expenditure report. Details of the expenditure report are broken out further in the Marketing Summary report 2022-2023 provided by Verdin Marketing. The Transient Occupancy Tax (TOT) report is also provided, showing TOT revenues to date. All of the 2022-2023 reports have not been finalized. The budget summaries for the 2023-2025 budget cycle have been provided for your review to show where the ATBID revenue and expenses are allocated and show where we are tracking year to year. Details of the Marketing Summary Report FY 2023-2024 from Verdin Marketing are also provided. FISCAL IMPACT: None. ATTACHMENTS: 1. ATBID Summary FY 22-23 2. ATBID Expenditure Detail Report FY 22-23 3. ATBID Verdin Marketing Expenditure Detail Report FY 22-23 4. Tourism Report – Transient Occupancy Tax Revenues (7.31.23) 5. 2023-2025 ATBID Budget 6. ATBID Verdin Marketing Expenditure Detail Report FY 23-24 Page 82 of 104 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 06/30/2023 2022-2023 REVENUES 41530.6300 Taxes and Assessments 275,295$ 278,184$ 224,609$ 277,287$ 409,652$ 411,095$ 298,170$ 45920.0003 Assessment Penalties - - 133 - 933 3,957 - 46110.0000 Investment Earnings 1,580 9,631 10,720 2,027 (11,341) - 6,640 Total Revenue 276,875 287,815 235,462 279,314 399,244 415,052 304,810 EXPENSES 6050000 Office Expense - - - - 264 - 250 6070000 Advertising 144,521 178,720 120,110 43,142 127,366 126,557 165,000 6400000 Operating Supplies - - - - - - - 6500000 Contract Services **172,938 143,482 120,525 106,295 143,436 163,051 145,000 6600000 Professional Development 425 425 - - 731 - 450 6740000 Business Development 3,000 - - - - - - 6900000 Administration 2,753 2,782 2,246 2,774 4,106 4,151 2,920 Total Expenses 323,636 325,408 242,881 152,211 275,903 293,758 313,620 NET INCOME/(LOSS)(46,761) (37,593) (7,419) 127,103 123,341 121,294 (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$ 645,405$ 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 110,551 Administrative Services Fee 27,500 163,051$ Atascadero Tourism Business Improvement District (ATBID) Fund 7/31/2023 ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 1 Page 83 of 104 07/31/2023 CITY OF ATASCADERO 1 11:10AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 06/30/2023 Periods: 0 through 14 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6000000 Operating Services and Supplies 0000.6050000 Office Expense 0000.6050000 Office Expense 0.00 0.00 250.000.00250.00 0.00 Total Office Expense 0.000.00 0.00 0.00 250.00250.00 0000.6070000 Advertising 0000.6070000 Advertising 0.00 0.00 165,000.000.00165,000.00 0.00 0000.6077020 Public Notices 0.00 0.00 0.000.000.00 0.00 184.20 5/30/2023 ap IN 2023CI2711 235Line Description: PUBLIC NOTICE Vendor: 08568 13 STARS MEDIA Check # 175199 184.20 184.20 0.000000.6077020 Public Notices 0.00 -184.200.00 0000.6077025 Digital Media Advertising 0.00 0.00 0.000.000.00 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. 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Check # 174526 18,676.63 5/31/2023 ap IN 11361 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 175295 -18,676.63 5/31/2023 po LI 11361 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 175295 84.95 6/13/2023 ap IN 15665 235Line Description: WEBSITE MAINTENANCE Vendor: 07343 CLEVER CONCEPTS, INC. Check # 175098 4,254.30 6/30/2023 ap IN 11380 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 175295 -4,254.30 6/30/2023 po LI 11380 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 102,059.81 102,059.81 0.000000.6077025 Digital Media Advertising 0.00 -102,059.810.00 0000.6077060 Advertising 0.00 0.00 0.000.000.00 0.00 6Page: ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 2 Page 89 of 104 07/31/2023 CITY OF ATASCADERO 7 11:10AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 06/30/2023 Periods: 0 through 14 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6077060 Advertising (Continued) 18,000.00 7/1/2022 po PO 02501 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 4,262.50 7/1/2022 po CO 02501 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 -6,500.00 7/1/2022 po CO 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 7Page: ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 2 Page 90 of 104 07/31/2023 CITY OF ATASCADERO 8 11:10AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 06/30/2023 Periods: 0 through 14 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures 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 4,925.00 5/31/2023 ap IN 11361 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 175295 -4,925.00 5/31/2023 po LI 11361 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 175295 24,312.50 24,312.50 0.000000.6077060 Advertising 0.00 -24,312.500.00 Total Advertising 76.70126,556.51 126,556.51 0.00 38,443.49165,000.00 0000.6400000 Operating Supplies Total Operating Supplies 0.000.00 0.00 0.00 0.000.00 0000.6500000 Contract Services 0000.6500000 Contract Services 0.00 0.00 145,000.000.00145,000.00 0.00 0000.6501125 Promotions Consultants 0.00 0.00 0.000.000.00 0.00 8Page: ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 2 Page 91 of 104 07/31/2023 CITY OF ATASCADERO 9 11:10AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 06/30/2023 Periods: 0 through 14 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) 82,000.00 7/1/2022 po PO 02501 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 14,053.74 7/1/2022 po CO 02501 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 12,497.00 7/1/2022 po CO 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 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 9Page: ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 2 Page 92 of 104 07/31/2023 CITY OF ATASCADERO 10 11:10AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 06/30/2023 Periods: 0 through 14 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) -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 -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 10Page: ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 2 Page 93 of 104 07/31/2023 CITY OF ATASCADERO 11 11:10AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 06/30/2023 Periods: 0 through 14 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) 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 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 11Page: ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 2 Page 94 of 104 07/31/2023 CITY OF ATASCADERO 12 11:10AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 06/30/2023 Periods: 0 through 14 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) -10,680.00 3/31/2023 po LI 11267 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 12,447.60 4/30/2023 ap IN 11310 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 174630 -12,447.60 4/30/2023 po LI 11310 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 10,327.50 5/31/2023 ap IN 11361 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 175295 -10,327.50 5/31/2023 po LI 11361 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 175295 3,900.00 6/30/2023 ap IN 11380 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 175295 -3,900.00 6/30/2023 po LI 11380 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 110,550.74 110,550.74 0.000000.6501125 Promotions Consultants 0.00 -110,550.740.00 12Page: ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 2 Page 95 of 104 07/31/2023 CITY OF ATASCADERO 13 11:10AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 06/30/2023 Periods: 0 through 14 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6509010 Other Professional Services 0.00 0.00 0.000.000.00 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 2,291.67 3/1/2023 je GJ JE23 03-03 235Line Description: ATBID Admin Service Fee - Mar 2,291.67 4/1/2023 je GJ JE23 04-12 235Line Description: ATBID Admin Service Fee - Apr 2,291.67 5/1/2023 je GJ JE23 05-11 235Line Description: ATBID Admin Service Fee - May 2,291.67 6/1/2023 je GJ JE23 06-03 235Line Description: ATBID Admin Service Fee - Jun 27,500.00 27,500.00 0.000000.6509010 Other Professional Services 0.00 -27,500.000.00 0000.6509032 Additional Promotional Services 0.00 0.00 0.000.000.00 0.00 13Page: ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 2 Page 96 of 104 07/31/2023 CITY OF ATASCADERO 14 11:10AM Page:expdetl.rpt Expenditure Detail Report 07/01/2022 through 06/30/2023 Periods: 0 through 14 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6509032 Additional Promotional Services (Continued) 10,000.00 8/18/2022 ap IN 705 235Line Description: ATASCADERO FALL FEST GRANT~ Vendor: 08621 EN FUEGO EVENTS Check # 172131 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 -25,000.000.00 Total Contract Services 112.45163,050.74 163,050.74 0.00 -18,050.74145,000.00 0000.6600000 Professional Development 0000.6600000 Professional Development 0.00 0.00 450.000.00450.00 0.00 Total Professional Development 0.000.00 0.00 0.00 450.00450.00 0000.6740000 Business Development Total Business Development 0.000.00 0.00 0.00 0.000.00 0000.6900000 Department Service Charges 0000.6900000 Administration 0.00 0.00 2,920.000.002,920.00 0.00 Total Department Service Charges 0.000.00 0.00 0.00 2,920.002,920.00 92.34289,607.25 289,607.25 0.00 24,012.75313,620.00Total Atascadero Tourism Bus Improv Dist Grand Total 289,607.25 289,607.25 92.340.00 24,012.75313,620.00 14Page: ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 2 Page 97 of 104 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$ 471,685.90$ 354,970.93$ 528,377.05$ 1,980,951.13$ * 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: 08/23/23 ATTACHMENT: 3 Page 98 of 104 May 11, 2023 Marketing Budget Visit Atascadero | Budget: $206,000 Detailed Spending Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual 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 $2,490 $1,475 $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 $855 -$36,007 -$7 Website Updates $5,000 -$510 $241 -$145 -$432 $770 $525 $1,295 $1,080 -$4,998 $2 Social Media $19,200 $1,590 $1,605 $1,590 $1,605 $1,605 $1,590 $1,605 $1,605 $1,605 $1,590 $1,620 $1,590 $19,200 $0 Email Marketing $12,000 $979 $1,014 $939 $1,014 $999 $759 $1,041 $1,056 $996 $1,041 $1,011 $1,139 $11,988 $12 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 $705 -$4,203 -$3 Media Buy $98,000 $537 $425 $16,113 $16,081 $8,596 $6,834 $6,648 $8,808 $8,781 $9,159 $8,506 $3,950 $94,438 $3,562 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 $16,267 $8,154 $202,428 Added Value $930 $180 $1,020 $270 $585 $2,340 $1,005 $6,330 Out of Scope Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining Pinterest Set Up & Management $15,000 $660 $3,090 $11,238 $14,988 $13 IPW $8,000 $1,570 $6,425 $7,995 $5 Summary: Actual to Budget Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL Invoice Totals $23,000 $0 $0 $0 $0 $0 $0 $0 $0 $2,230 $3,090 $17,663 $0 $22,983 Added Value ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 4 Page 99 of 104 FUND ANALYSIS Atascadero Tourism Business Improvement District (ATBID) Fund FUND TYPE 235 Special Revenue 2020-2021 2021-2022 2022-2023 2022-2023 2023-2024 2024-2025 ACTUAL ACTUAL BUDGETED ESTIMATED REQUESTED REQUESTED REVENUES Taxes and Assessments 277,287$ 409,652$ 298,170$ 422,800$ 414,120$ 422,400$ Fines and Forfeitures - 933 - 460 - - Revenue From Use of Money 2,027 (11,341) 6,640 10,880 19,400 19,790 Total Revenues 279,314 399,244 304,810 434,140 433,520 442,190 EXPENSES Operations (152,211) (275,903) (313,620) (313,890) (359,890) (367,470) Special Projects - - - - (60,000) (65,000) Total Expenses (152,211) (275,903) (313,620) (313,890) (419,890) (432,470) Net Income 127,103 123,341 (8,810) 120,250 13,630 9,720 BEGINNING AVAILABLE BALANCE 273,667 400,770 340,590 524,110 644,360 657,990 ENDING AVAILABLE BALANCE 400,770$ 524,111$ 331,780$ 644,360$ 657,990$ 667,710$ C-33 ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 5 Page 100 of 104 SUMMARY OF REVENUES Atascadero Tourism Business Improvement District (ATBID) Fund FUND SECTION 235 H ACCOUNT REVENUE 2020-2021 2021-2022 2022-2023 2022-2023 2023-2024 2024-2025 NUMBER DESCRIPTION ACTUAL ACTUAL BUDGETED PROJECTED ESTIMATED ESTIMATED ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT (ATBID) FUND (235) Taxes and Assessments 41530.6300 Transient Occupancy Assessments 277,287$ 409,652$ 298,170$ 422,800$ 414,120$ 422,400$ Fines and Forfeitures 45920.0003 ATBID Tax Penalties - 933 - 460 - - Revenue from Use of Money 46110.0000 Investment Earnings 4,170 4,784 6,640 10,880 19,400 19,790 46111.0000 Investment Earnings-GASB 31 (2,143) (16,125) - - - - Total ATBID Fund 279,314$ 399,244$ 304,810$ 434,140$ 433,520$ 442,190$ D-47 ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 5 Page 101 of 104 FUND TYPE 235 SpecialRevenue DESCRIPTION ACTIVITYDETAIL OBJECT EXPENSE 2020-2021 2021-2022 2022-2023 2022-2023 2023-2024 2024-2025 NUMBER CLASSIFICATION ACTUAL ACTUAL BUDGETED ESTIMATED REQUESTED REQUESTED OPERATIONS 6050000 OfficeExpense -$264$250$120$250$250$ 6070000 Advertising 43,142127,366165,000161,050175,000180,000 6500000 ContractServices 106,295143,436145,000140,490172,500175,000 6600000 ProfessionalDevelopment -7314508,0008,0008,000 6900000 Administration 2,7744,1062,9204,2304,1404,220 TotalOperations 152,211275,903313,620313,890359,890367,470 SPECIALPROJECTS 7805029 OpportunitiesFund ----60,00065,000 TotalSpecialProjectsandPurchases ----60,00065,000 ACTIVITYTOTAL 152,211$275,903$313,620$313,890$419,890$432,470$ OTHERFUNDSAtascaderoTourismBusinessImprovementDistrict(ATBID)Fund This fund accounts for the revenues and expenses associated with the Atascadero Tourism Business Improvement District (ATBID).On June 1,2013,the City established ATBID for the purpose of funding tourism promotion and increasing stays at the lodging businesses in Atascadero.A two percent (2%) assessmentisplacedonthenightlyrentofalloccupiedroomsorspacesforalltransientoccupanciesinAtascadero. H-20 ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 5 Page 102 of 104 FUND TYPE 235 SpecialRevenue OTHERFUNDSAtascaderoTourismBusinessImprovementDistrict(ATBID)Fund DETAILBACKUP OBJECT EXPENSE 2023-2024 2024-2025 NUMBER CLASSIFICATION DESCRIPTION BASIS AMOUNT AMOUNT 6050000 OfficeExpense Estimated 250$250$ 6070000 Advertising Estimated 175,000180,000 6500000 ContractServices Estimated 172,500175,000 6600000 ProfessionalDevelopment Estimated 8,0008,000 6900000 Administration Estimated 4,1404,220 7805029 OpportunitiesFund Estimated 60,00065,000FundingfortheATBIDBoardtobeabletotake swiftactionwhenopportunitiesoremergenciesarise,andallowsBoardtoleveragefunds, participateinregionalprogramsorsolvepriorityissues AdministrationoffundbyCitystaff Professionalservicesincludingmarketing, promotions,publicrelations,attendanceattrade shows,eventtransportationoflodgingguests, contractadministrationservices Copies,postage,generalsupplies Brochures,magazines,mediaandonline advertisements,tradeshowmaterials CentralCoastTourismCouncillocalchapterdues H-21 ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 5 Page 103 of 104 July 1, 2023 Marketing Budget Visit Atascadero | Budget: $220,000 Detailed Spending Actual 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 $1,928 $3,073 ----------$5,000 $0 Creative Developement $36,000 $2,183 $3,818 $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 $210 $900 $900 $900 $900 $690 $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 $1,021 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $979 $12,000 $0 Public Relations $5,000 $120 $2,380 ------$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 $575 $4,000 $14,200 $13,570 $11,100 $5,500 $5,500 $11,100 $11,100 $11,100 $8,255 $4,000 $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 $10,236 $18,270 $27,100 $22,370 $19,000 $14,300 $13,400 $19,900 $26,500 $19,900 $16,355 $12,669 $220,000 Added Value $510 $510 Out of Scope Actual 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 Santa Margarita Web Updates $2,000 $330 $1,670 $2,000 $0 Summary: Actual to Budget Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL Invoice Totals $2,000 $330 $1,670 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $2,000 Added Value $0 ITEM NUMBER: B-5 DATE: 08/23/23 ATTACHMENT: 6 Page 104 of 104