HomeMy WebLinkAboutTBID_2023-08-31_SP AgendaPacketCITY OF ATASCADERO
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
SPECIAL MEETING AGENDA
IN-PERSON MEETING INFORMATION:
The Advisory Board for the Atascadero Tourism Improvement District (ATBID)
Special 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 ATBID
Advisory Board Special 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
Advisory Board and made a part of the administrative record. To ensure distribution to the
ATBID Advisory Board 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 Advisory Board, 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 Advisory Board. The Minutes of this meeting will reflect these
numbers. All documents submitted by the public during ATBID Advisory Board 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
NOTICE OF SPECIAL MEETING
Thursday, August 31, 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]
Page 2 of 104
▪ Fiscal Impact: None.
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 12 of 104
ITEM NUMBER: B-2
DATE: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 14 of 104
2
Strategic Direction 2026
ITEM NUMBER: B-2
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 26 of 104
FY 24 Business & Marketing Plan
Overview
ITEM NUMBER: B-2
DATE: 08/31/23
ATTACHMENT: 1
Page 27 of 104
15
Aligning the Vision
ITEM NUMBER: B-2
DATE: 08/31/23
ATTACHMENT: 1
Page 28 of 104
16
SLO CAL Brand Positioning
ITEM NUMBER: B-2
DATE: 08/31/23
ATTACHMENT: 1
Page 29 of 104
17
FY 24 Approach
Integrated Storytelling Framework
ITEM NUMBER: B-2
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 32 of 104
20
FY 24 Approach
Geographic
Prioritization
ITEM NUMBER: B-2
DATE: 08/31/23
ATTACHMENT: 1
Page 33 of 104
21
FY 24 Approach
Media Mix / Budget
Allocation
ITEM NUMBER: B-2
DATE: 08/31/23
ATTACHMENT: 1
Page 34 of 104
22
FY 24 Approach
Paid Media Performance
ITEM NUMBER: B-2
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 43 of 104
ITEM NUMBER: B-3
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 46 of 104
Paid Media
Partner Programs
ITEM NUMBER: B-3
DATE: 08/31/23
ATTACHMENT: 1
Page 47 of 104
Conde Nast
ITEM NUMBER: B-3
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 50 of 104
Sojern
ITEM NUMBER: B-3
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 55 of 104
Pinterest
ITEM NUMBER: B-3
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 59 of 104
Brand Campaign Co-Op
Leveraging the buying power of Visit SLO CAL
ITEM NUMBER: B-3
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 63 of 104
Key Market Activation
Earned, Owned and Paid
ITEM NUMBER: B-3
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 67 of 104
ITEM NUMBER: B-4
DATE: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 69 of 104
Research & Trends
ITEM NUMBER: B-4
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 73 of 104
Target Audiences
Who are we trying
to reach?
ITEM NUMBER: B-4
DATE: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 75 of 104
Secondary Audiences
The Outdoor
Family
ITEM NUMBER: B-4
DATE: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 77 of 104
Paid Media
ITEM NUMBER: B-4
DATE: 08/31/23
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: 08/31/23
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: 08/31/23
ATTACHMENT: 1
Page 80 of 104
Questions
ITEM NUMBER: B-4
DATE: 08/31/23
ATTACHMENT: 1
Page 81 of 104
ITEM NUMBER: B-5
DATE: 08/31/23
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: 08/31/23
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. Check # 171724
1,097.41 7/1/2022 po CO 02501
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
696.47 7/31/2022 ap IN 10946
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 172458
1Page:
ITEM NUMBER: B-5
DATE: 08/31/23
ATTACHMENT: 2
Page 84 of 104
07/31/2023
CITY OF ATASCADERO
2
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
0000.6077025 Digital Media Advertising (Continued)
-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
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
2Page:
ITEM NUMBER: B-5
DATE: 08/31/23
ATTACHMENT: 2
Page 85 of 104
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3
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
0000.6077025 Digital Media Advertising (Continued)
47.95 10/3/2022 ap IN 14223
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 174683
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
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
3Page:
ITEM NUMBER: B-5
DATE: 08/31/23
ATTACHMENT: 2
Page 86 of 104
07/31/2023
CITY OF ATASCADERO
4
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
0000.6077025 Digital Media Advertising (Continued)
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
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
4Page:
ITEM NUMBER: B-5
DATE: 08/31/23
ATTACHMENT: 2
Page 87 of 104
07/31/2023
CITY OF ATASCADERO
5
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
0000.6077025 Digital Media Advertising (Continued)
-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
-10,483.23 3/31/2023 po LI 11267
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
47.95 4/3/2023 ap IN 15195
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 174121
9,329.77 4/30/2023 ap IN 11310
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 174630
-9,329.77 4/30/2023 po LI 11310
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
5Page:
ITEM NUMBER: B-5
DATE: 08/31/23
ATTACHMENT: 2
Page 88 of 104
07/31/2023
CITY OF ATASCADERO
6
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
0000.6077025 Digital Media Advertising (Continued)
187.95 5/1/2023 ap IN 15336
235Line Description: WEBSITE MAINTENANCE
Vendor: 07343 CLEVER CONCEPTS, INC. 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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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: 08/31/23
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 $22,983
Added Value
ITEM NUMBER: B-5
DATE: 08/31/23
ATTACHMENT: 4
Page 99 of 104
FUND ANALYSIS
Atascadero Tourism Business Improvement District (ATBID) Fund
FUND TYPE
235 Special Revenue
2020-2021 2021-2022 2022-2023 2022-2023 2023-2024 2024-2025
ACTUAL ACTUAL BUDGETED ESTIMATED REQUESTED REQUESTED
REVENUES
Taxes and Assessments 277,287$ 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: 08/31/23
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: 08/31/23
ATTACHMENT: 5
Page 101 of 104
FUND TYPE
235 Special Revenue
DESCRIPTION
ACTIVITY DETAIL
OBJECT EXPENSE 2020-2021 2021-2022 2022-2023 2022-2023 2023-2024 2024-2025
NUMBER CLASSIFICATION ACTUAL ACTUAL BUDGETED ESTIMATED REQUESTED REQUESTED
OPERATIONS
6050000 Office Expense -$ 264$ 250$ 120$ 250$ 250$
6070000 Advertising 43,142 127,366 165,000 161,050 175,000 180,000
6500000 Contract Services 106,295 143,436 145,000 140,490 172,500 175,000
6600000 Professional Development - 731 450 8,000 8,000 8,000
6900000 Administration 2,774 4,106 2,920 4,230 4,140 4,220
Total Operations 152,211 275,903 313,620 313,890 359,890 367,470
SPECIAL PROJECTS
7805029 Opportunities Fund - - - - 60,000 65,000
Total Special Projects and Purchases - - - - 60,000 65,000
ACTIVITY TOTAL 152,211$ 275,903$ 313,620$ 313,890$ 419,890$ 432,470$
OTHER FUNDS
Atascadero Tourism Business Improvement District (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%)
assessment is placed on the nightly rent of all occupied rooms or spaces for all transient occupancies in Atascadero.
H-20
ITEM NUMBER: B-5
DATE: 08/31/23
ATTACHMENT: 5
Page 102 of 104
FUND TYPE
235 Special Revenue
OTHER FUNDS
Atascadero Tourism Business Improvement District (ATBID) Fund
DETAIL BACKUP
OBJECT EXPENSE 2023-2024 2024-2025NUMBERCLASSIFICATIONDESCRIPTIONBASISAMOUNTAMOUNT
6050000 Office Expense Estimated 250$ 250$
6070000 Advertising Estimated 175,000 180,000
6500000 Contract Services Estimated 172,500 175,000
6600000 Professional Development Estimated 8,000 8,000
6900000 Administration Estimated 4,140 4,220
7805029 Opportunities Fund Estimated 60,000 65,000 Funding for the ATBID Board to be able to take
swift action when opportunities or emergencies
arise, and allows Board to leverage funds,
participate in regional programs or solve priority issues
Administration of fund by City staff
Professional services including marketing,
promotions, public relations, attendance at trade shows, event transportation of lodging guests,
contract administration services
Copies, postage, general supplies
Brochures, magazines, media and online
advertisements, trade show materials
Central Coast Tourism Council local chapter dues
H-21
ITEM NUMBER: B-5
DATE: 08/31/23
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: 08/31/23
ATTACHMENT: 6
Page 104 of 104