HomeMy WebLinkAboutTBID_2023-09-27_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 35
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, September 27, 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.
A. CONSENT CALENDAR:
1. ATBID Board Draft Action Minutes – August 31, 2023 Special Meeting
▪ Recommendation: ATBID Advisory Board approve the Draft Action Minutes of the
August 31, 2023 Special Meeting. [City Staff]
B. BUSINESS ITEMS:
1. Central Coast Cider Festival Event Recap 2023 and Event Sponsorship Request
2024
▪ Recommendation: ATBID Advisory Board:
1. Receive recap of marketing results of the August 12, 2023 Central Coast Cider
Festival; and
2. Provide staff direction on sponsorship request for the August 24, 2024 Central
Coast Cider Festival. [Central Coast Cider Association]
▪ Fiscal Impact: Up to $7,500
2. All Things Google Training
▪ Recommendation: ATBID Advisory Board receive and file presentation on search
engine optimization, Google Business Listing and reviews and reputation
management, along with other Google Best Practices. [Verdin]
▪ Fiscal Impact: None.
Page 2 of 35
3. Visit Atascadero Partnership Ideas with Travel Paso
▪ Recommendation: ATBID Advisory Board discuss and provide staff direction on
future partnership ideas with Travel Paso. [City]
▪ Fiscal Impact: None.
4. 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. Website Assessment Analysis and Recommendations. (October/November)
2. Event Update: Atascadero Fall Festival. (October)
3. Political/Action Topics Presentation by City of Atascadero Mayor and/or San Luis
Obispo County Supervisor. (October)
F. ADJOURNMENT:
Page 3 of 35
ITEM NUMBER: A-1
DATE: 09/27/23
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
Thursday, August 31, 2023 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Board Member O’Malley called the meeting to order at 2:37 P.M.
ROLL CALL:
Present: Board Member Deana Alexander, Board Member Tom O’Malley, and
Board Member Amar Sohi
Absent: Chairperson Patricia Harden and Vice Chairperson Corina Ketchum
Staff Present: Deputy City Manager Terrie Banish and Deputy City Clerk Dillon James
APPROVAL OF AGENDA:
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the agenda.
Motion passed 3:0 by a roll call vote. [Harden, Ketchum absent]
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address
the Board on any matter not on this agenda and over which the Board has jurisdiction.
Speakers are limited to three minutes. Please state your name for the record before making
your presentation. The Board may take-action to direct the staff to place a matter of business
on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless
changed by the Board.
Board Member O’Malley opened the Public Comment period.
The following citizens provided public comment: City of Arroyo Grande Recreation Services
Director Sheridan Bohlken.
Board Member O’Malley closed the Public Comment period.
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – July 19, 2023
▪ Recommendation: ATBID Board approve the Draft Action Minutes of the July 19,
2023 meeting. [City Staff]
Page 4 of 35
ITEM NUMBER: A-1
DATE: 09/27/23
MOTION: By Board Member Alexander and seconded by Board Member
Sohi to approve the consent calendar.
Motion passed 3:0 by a roll call vote. [Harden, Ketchum absent]
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.
Verdin Marketing’s Ashlee Akers presented this item and answered questions from the
Board.
The ATBID Board agreed with Ms. Akers’ recommendation for improvements and
upgrades to the Visit Atascadero website and the Board discussed desired outcomes for a
new site, namely: that a new site should lack proprietary, inflexible structures; the
upgraded site should not be hosted via Wix; and that plug-ins, integrations, shared
features, etc. should be easily communicable between different tourism websites
throughout the county. The Board declined to make a motion and instead request the item
be brought back for more detailed review in the future.
PUBLIC COMMENT:
Board Member O’Malley opened public comment.
The following citizens provided public comment on this item: San Luis Obispo County Film
Commissioner Matthew Halvorson.
Board Member O’Malley closed public comment.
No motion taken.
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.
San Luis Obispo County Film Commissioner Matthew Halvorson presented this item and
answered questions from the Board.
Mr. Halvorson explained Visit SLO CAL’s Strategic Direction 2026 (SD2026) as a roadmap
for the next few years in the tourism industry throughout the county. Included in SD2026 is
a focus on five core values: stewardship, authenticity, inclusion, excellence, and future
focus; as well as four main objectives: enhancing organizational effectiveness, amplifying
and stewarding the SLO CAL brand through unified efforts, demonstrating value to investors,
partners, stakeholders, and communities; and leading the county tourism industry in
fostering a vibrant destination. The Board expressed enthusiasm toward SD2026’s goals
and discussed potential future collaborative efforts.
PUBLIC COMMENT:
Page 5 of 35
ITEM NUMBER: A-1
DATE: 09/27/23
Board Member O’Malley opened public comment.
The following citizens provided public comment on this item: None.
Board Member O’Malley closed public comment.
The Visit SLO CAL Strategic Direction 2026 was received and filed.
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.
San Luis Obispo County Film Commissioner Matthew Halvorson presented this item and
answered questions from the Board.
Mr. Halvorson presented the co-op opportunity, which includes, among other opportunities,
a targeted e-blast to subscribers of Conde Nast publications, some of the most widely read
publications in the world, and Sojern, a travel-related paid media company, also offered to
match funds for the co-op, further underscoring the affordability of the opportunity.
PUBLIC COMMENT:
Board Member O’Malley opened public comment.
The following citizens provided public comment on this item: None.
Board Member O’Malley closed public comment.
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to participate in Visit SLO CAL’s Co-op Opportunities in
the amount of $17,000.
Motion passed 3:0 by a roll call vote. [Harden, Ketchum absent]
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.
Verdin Marketing’s Ashlee Akers presented this item and answered questions from the
Board.
Ms. Akers explained her recommendations for development of the 2023-2024 Marketing
Plan, building upon previous work completed by Verdin, in accordance with the goals of the
ATBID Advisory Board and already budgeted funds for the marketing plan.
PUBLIC COMMENT:
Board Member O’Malley opened public comment.
The following citizens provided public comment on this item: None.
Board Member O’Malley closed public comment.
Page 6 of 35
ITEM NUMBER: A-1
DATE: 09/27/23
No motion taken.
5. Budget Overview and Monthly Report
▪ Recommendation: ATBID Board receive and file the Budget Overview and
Monthly Report. [City]
▪ Fiscal Impact: None.
Deputy City Manager Terrie Banish presented this item and answered questions from the
Board.
PUBLIC COMMENT:
Board Member O’Malley opened public comment.
The following citizens provided public comment on this item: None.
Board Member O’Malley 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. All Things Google Training. (TBD)
2. Political/action topics presentation by City of Atascadero Mayor and/or San Luis
Obispo County Supervisor. (October)
F. ADJOURNMENT
Board Member O’Malley adjourned the meeting at 4:18 P.M.
MINUTES PREPARED BY:
______________________
Dillon Dean James
Deputy City Clerk
APPROVED:
Page 7 of 35
ITEM NUMBER: B-1
DATE: 09/27/23
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Cider Festival Event Recap 2023 and
Event Sponsorship Request 2024
RECOMMENDATION:
ATBID Advisory Board:
1. Receive recap of marketing results of the August 12, 2023 Central Coast Cider
Festival; and
2. Provide staff direction on sponsorship request for the August 24, 2024 Central
Coast Cider Festival.
DISCUSSION:
The Central Coast Cider Festival celebrated the 5th Annual Cider Festival since 2019
on August 12, 2023. The event was sponsored by the ATBID Advisory Board and the
City of Atascadero and provided an opportunity to bring this event back since the
pandemic. The Central Coast Cider Association (CCCA) will present the success of the
5th annual event along with hopes to renew this event, to be held in Sunken Gardens in
2024.
SUMMARY:
The Central Coast Cider Festival was an ATBID- and City-sponsored event for each
annual occurrence, from August 2016 through August 2019. The festival was awarded
$35,000 from the ATBID Advisory Board in December 15, 2015 for a three-year
sponsorship, and then another $15,000 sponsorship for 2019. The awarded amount
was to be used to generate awareness for the cider category and draw out-of-town
visitors to Atascadero, resulting in increased overnight stays. The CCCA brought the
event back on August 12, 2023, after being offline due to the pandemic.
Page 8 of 35
ITEM NUMBER: B-1
DATE: 09/27/23
FISCAL IMPACT:
Up to $7,500.
ATTACHMENTS:
1. Central Coast Cider Festival 2023 Marketing Stats
2. Central Coast Cider Festival 2023 Attendance Details
3. 2024 Central Coast Cider Festival Event Sponsorship Application
Page 9 of 35
Marketing stats
Facebook/
Insta Ads
Boosted
Posts
Google
Ads
Reach: 49,424
Impressions: 80,240
Unique Link Clicks: 1,424
Reach: 14,005
Website Visits: 577
Audience: Bakersfield, Fresno, San Diego, San Francisco, San Jose, Santa Barbara,
Sonoma County, San Luis Obispo County
Insights
Facebook
Insights
Instagram
Page Likes: 1,024
Reach: 60,233
Post Engagements: 318
Top Cities: Atascadero, Paso Robles, SLO,
Bakersfield. AG, MB, San Jose, Fresno
Page Likes: 1,261
Accounts Reached: 12,300
Accounts Engaged: 320
Top Cities: Atascadero, SLO, Paso Robles,
Los Angeles, Templeton
Impressions: 24,729
Website Clicks: 822
Digital Ads and Social Stats
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 1
Page 10 of 35
Marketing stats
EnjoySLO New Times Up and Adam
SLO County tourism
influencer
SLO County newspaper
and event promotion
SLO County based radio
station
Additional Advertising
Courage and other
C Words
Cumulus
Radio
Cider-themed podcast LA/Ventura/SB County
based radio station
Out of Area Promotion
SLO County Promotion
Cider
Chat
Cider-themed podcast
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 1
Page 11 of 35
Guest Surveys
Visit Atascadero Questions
Mailing List Survey
My805Tix Ticket Questionnaire
How did you hear
about Cider Fest?
49% Did not disclose
21% Friend
4.5% Radio
4% Facebook
3% Instagram
33% Did not disclose
29% Hotel
29% With a friend
6.5% Vacation Rental
65% No
20% Yes
15% Did not disclose
If coming from out oftown, where did you stay?
Have you been to Cider
Fest before?
37.7% of respondersstayed in Atascadero 18% of responders stayed in a hotel 4% of respondersstayed in a Vacation Rental
61 Responses
98.4% Would attend again 98.4% Would recommendto a friend 26% of respondersfrom out of county
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 1
Page 12 of 35
Attendees of 5th Central Coast Cider Association
Sample size:221 tickets sold under specific zip code
Summary:
Central California (San Luis Obispo County)67%
Central Valley 5.4%
Northern California 9.5%
Out of State 1.8%
Southern California 16.3%
Breakdown:
Central California (San Luis Obispo County)67%
Adelaide 21 9.5%
Arroyo Grande 6 2.7%
Atascadero 39 17.6%
cambria 1 0.5%
Cayucos 1 0.5%
Creston 2 0.9%
Grover Beach 9 4.1%
Los Osos 7 3.2%
Morro Bay 3 1.4%
Nipomo 4 1.8%
Oceano 4 1.8%
Paso Robles 3 1.4%
Rancho Suey 1 0.5%
San Luis Obispo 44 19.9%
Santa Margarita 3 1.4%
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 2
Page 13 of 35
Central Valley 5.4%
Fresno Reedley 2 0.9%
Kern Wasco 2 0.9%
Kern Bakersfield 4 1.8%
San Joaquin Escalon 1 0.5%
Tulare Tulare 3 1.4%
Northern California 9.5%
north Butte Chico 2 0.9%9.5%
north Contra Costa Antioch 2 0.9%
north
El Dorado
County
Shingle
Springs 1 0.5%
north Nevada Nevada City 2 0.9%
north San Benito Benicia 2 0.9%
north San Carlos San Mateo 4 1.8%
north Santa Clara Morgan Hill 2 0.9%
north Santa Clara San Jose 2 0.9%
north Santa Clara Sunnyvale 1 0.5%
north Sonoma Windsor 2 0.9%
north Stanislaus Riverbank 1 0.5%
Out of State 1.8%
AZ 1,OR 2,TX 1
4 1.8%
Southern California 16.3%
Los Angeles Beverley Hills 2 0.9%
Los Angeles Val Verde 2 0.9%
Los Angeles
West
Hollywood 2 0.9%
Riverside Beaumont 2 0.9%
San
Bernadino Twin Peaks 6 2.7%
Santa
Barbara Carpinteria 2 0.9%
Santa
Barbara Lompoc 5 2.3%
Santa Santa 2 0.9%
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 2
Page 14 of 35
Barbara Barbara
Santa
Barbara Santa Maria 6 2.7%
ventura Camarillo 2 0.9%
Ventura Moorpark 2 0.9%
Ventura Santa Paula 2 0.9%
Ventura Ventura 1 0.5%
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 2
Page 15 of 35
The Atascadero Tourism Business Improvement District (TBID)was established to promote
Atascadero as an overnight destination.The mission of the Atascadero TBID is to encourage visitors
to discover what makes Atascadero a simply genuine travel destination resulting in increased
revenue for the local community.
We appreciate the efforts of community partners to design events that attract visitors to Atascadero
and would like to offer our support of those events that align themselves with the Visit Atascadero
mission.A portion of the TBID annual budget and regular marketing efforts are set aside each year
to help maximize the effect of these efforts.If you would like to be considered for support,please
complete the following application.The application must be received at least 6 months in
advance of the funding deadline to request support from the Atascadero TBID.Unfortunately,
we are unable to provide assistance for all events,but please know each request will be considered
thoroughly.
Our Mission:Encourage overnight travel to experience Atascadero’s beautiful and authentic
outdoor recreation,culinary adventures,and welcoming hospitality.
In order to qualify for event sponsorship,your organization must meet the following requirements
or provide a three-year plan detailing how you will ultimately meet these requirements:1.Support
the Visit Atascadero mission
2.Attract visitors from outside San Luis Obispo County
3.Encourage overnight stays of one night or more
4.Obtain the necessary ABC permits,law enforcement approval,city permits,safety guidelines,
and any additional documents needed for the event
5.Provide a detailed event budget and marketing plan
6.Provide post-event metrics which show positive effect on Atascadero tourism
In addition to these requirements,ATBID Board will consider the following factors:
1.Does event support Visit Atascadero objectives?
2.Will event be held during off-season (January –March)?Please Note:ATBID Event
Sponsorship Application will not be considered if the event falls on a weekend,Friday
Sunday,from the second week of June through the third week of August of each year.
3.Is event new or existing?If existing,how was previously awarded money spent?
4.What is the three-year growth plan for the event?
5.Is there statistical data on the demographic status of your attendees or targeted
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 16 of 35
attendees?6.Can the organization prove complete fiduciary responsibility of all
event expenses?7.Do your event organizers and attendees garner influence and
have the ability to promote Atascadero tourism?
Please submit application and all additional documents by email to Terrie Banish at
tbanish@atascadero.org in a PDF format.You will receive a confirmation that we have received
the application.Typically,we ask that event planners attend a Board Meeting to present their event
to the Board which provides an opportunity to ask questions.Atascadero TBID Board Meetings are
regularly scheduled for the fourth Wednesday of the month at 2:30 p.m.at City Hall.The vote
regarding funding often takes place at the meeting following the event presentation.
1
Event Sponsorship Requirements Checklist
The following requirements must ALL be met in order to qualify for sponsorship and receive
funding.Please be sure to carefully read and submit all necessary documentation and
information.
◻Complete application and submit at least 6 months prior to event
◻Include requested sponsorship amount in application
◻Select eligible event tier and describe how your event meets qualification
◻Provide event budget with line items detailing how sponsorship funding will be used
◻Provide a detailed marketing plan
◻Include a financial statement from your organization –applicant must be able to
demonstrate financial accountability for event expenses
◻Describe all sources of event income and additional sponsorships that have been
secured
◻If requested,attend an ATBID Board Meeting to provide event presentation
◻If awarded event sponsorship funding,plan to attend two ATBID Board Meetings:
o Provide planning progress update at least two months prior to event
o Provide an event recap detailing attendance,marketing efforts and results,impact
on Atascadero tourism and future plans
Please Note:The ATBID Event Sponsorship Application will not be considered if the event falls on
a weekend,Friday-Sunday,from the second week of June through the third week of August of each
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 17 of 35
year.
2
Event Support Application Form
Requesting Organization:Central Coast Cider Association
Contact:Maggie Przybylski,805 292 1500,maggie@twobroadscider.com
Lucas Meisinger,805 440 1364,lucas@lonemadrone.com
Cody Broadstone,805 423 7101,drinkthepoisonedapple@gmail.com
Mailing Address:PO Box 3287,Paso Robles,CA 93447
Name of Event:6th Annual Central Coast Cider Festival
Event Description:Guests will be able to enjoy the products from cider vendors from
all over California,local food vendors,an educational program,local musicians while
enjoying the delightful scene of the Sunken Gardens in beautiful Atascadero.
Event Dates/Times:August 24,2024,4p-8p
Is event located in Atascadero?Yes
Venue Name:The Sunken Gardens
Venue Location:6505 El Camino Real,Atascadero,CA 93422
Event Website:centralcoastciderfestival.com
Are you receiving in-kind or financial support from the City of Atascadero?TBD
Total Anticipated Attendees:750-1000 Portion from Outside SLO County:40%
Is this the first year the event will take place?No
3
If this event has taken place previously,please provide historical data including
attendance numbers:The event has been present for 5 years.In years past,there have been
522 (2023),514 (2019),373 (2018),504 (2017),and 494 (2016)attendees.In 2019,40%of
attendees stayed in Atascadero,29%staying in hotels and motels.The event featured 15 cider
producers,local and from 30%from out of town,7 food vendors,and music.
Are tickets sold for your event?If so,please provide the price per ticket and any
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 18 of 35
package opportunities.
$49 regular tickets,$69 VIP tickets (early entry and special pour)
Crowd Control Safety Plan Details:
There will be hired security guards and ample parking.
Will the event require an ABC Permit?Yes
Has a City permit been issued for your event or contracted the venue for your
event date?TBD
Describe how the event supports Visit Atascadero’s mission and goals:The
Central Coast Cider Festival helps position Atascadero as the epicenter of the
burgeoning cider industry.Hosting this growing event in Atascadero not only attracts
awareness and overnight stays to the destination during the event weekend,but also
establishes a key attraction of the destination positioning for future visitation from the
audience.
4
Select eligible event tier for your event (eligibility is based on one or more
qualifying factors and additional considerations):
TIER 1-Total support up to $10000
•Attracts 1,500+attendees
•At least 35-40%of target market is out-of-town visitors
•Marketing campaigns reach at least 1,000 subscribers
•Event encourages multi-night stay in Atascadero
TIER 2 Total support up to $7500
•Attracts 750+attendees
•At least 25-30%of target market is out-of-town visitors
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 19 of 35
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
TIER 3-Eligible for in-kind support
•Attracts 750 or less attendees
•Marketing message encourages visiting Atascadero
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Event appears sustainable and offers growth potential in number of
days and/or attendance to grow to Tier 2
Additional details about eligible event tier qualifications:We meet every condition for TIER 1
except over 1500 attendees.This event will include many cider makers and folks that can talk in
depth about production,which is rare access.The 2023 festival cost $30k+to put on,after
making extra effort to trim the budget.But in moving to a new venue,we do expect costs to rise.
Support Request (desired monetary amount or in-kind marketing support):$10,000
5
Detail how awarded funding will be utilized,include any in-kind or additional
support provided by Visit Atascadero (feel free to attach additional sheets as
needed).
Event Item Amount
Ex.Social Media Ads $2,000
Venue (Sunken Gardens)$tbd
Security $tbd
Advertising/Marketing $5000
Atmosphere/Decoration $2000
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 20 of 35
Rentals $tbd
Fencing $tbd
Ice $500
Please include all sources of income that have been secured and those that are
being solicited to support event (feel free to attach additional sheets as needed).
Income Source Amount
Ex.City of Atascadero $2,500 in-kind venue sponsorship
City of Atascadero tbd
Visit Atascadero tbd
ETS Lab tbd
Amoretti tbd
CIDERCRAFT Magazine tbd
805 Living tbd
Atascadero News/Paso Robles Press tbd
Baker Wine &Grape Analysis Inc tbd
Bristol’s Cider House/Lone Madrone tbd
Mercenary Canning Solutions tbd
Taco Works tbd
BottleCraft tbd
The Poisoned Apple tbd
New Times SLO/My 805 tix tbd
Nature’s Touch tbd
SLO Cider tbd
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 21 of 35
Two Broads Ciderworks tbd
Shindig Cider tbd
AMMCG LLP tbd
Moshpit Digital tbd
6
Please describe your paid advertising and the outlets you plan to utilize.Include
the amount you plan to spend with each outlet or provide a copy of your
marketing plan.
Media Outlet &
Geographic Location
of advertising
Type &Frequency Cost of Advertising
Facebook tbd
Instagram tbd
KCBX Sponsorship and
community calendar
$2500
The krush Adam and Jeremy,
Cork Dorks
$1500
Edible SLO Magazine $500
Local Influencers Enjoy SLO $300
Local podcasters Playing with Food
with Fr.Ian Dilenger
which appears on
issues and ideas on
KCBX
TBD
Local podcaster Consumed with Jamie
Lewis
0
Press releases to all local New Times,SLO
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 22 of 35
news outlets Tribune…
Bigger podcast shout outs Courage and other C
words,Cider Chat,
Neutral Cider Hotel
Please share your intended public relations outreach.
The event will be advertised through multiple outlets,including but not limited to:social
media,radio,published articles and press releases,and email blasts.60%of
advertising efforts will be directed to out of county locations.The other 40%will be
targeted towards in county locations and current visitors of the area.
How will your organization recognize Visit Atascadero’s support (including but
not limited to promotional materials,website,and at the event)?Visit Atascadero
will have:
●a banner on the Central Coast Cider Festival website that links to the VA
website,
●partnership promoted through social media with links
●email blasts with links
●printed programing,glassware,Cider Passport
●named sponsor of the VIP hour.
7
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
Auxiliary events will encourage visitors to stay for multiple nights in Atascadero and
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 23 of 35
experience Atascadero outside of the event.There will be some Auxiliary events
throughout the county as well the idea of the Cider Passport with one stop being The
Poisoned Apple featuring out of the area cideries.Most importantly,with Atascadero as
the home for the festival,it will be the best place for folks to stay overnight.
Additional Details:
8
Rules and Regulations for Event Coordinators
•Event coordinators will be held accountable for promoting and advertising the event,
including,but not limited to,listing the event on the Visit SLO CAL website
(www.slocal.com)within 30 days of Board approval for funding.
•Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials.This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
•Event coordinators should ensure every effort is made to promote the entire
Atascadero destination.On the event website,event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging)and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
•Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers,overnight
stays,event perception and any other pertinent information for the Board.
•Visit Atascadero must be offered logo promotion opportunity (ex.Visit Atascadero
logo included on event marketing materials like glassware)if event support from the
ATBID Board totals $7,500 or more.
•Please also reference the Expectations of Event Organizer by Tier to ensure you are
correctly and accurately recognizing Visit Atascadero’s support.It is the
responsibility of the event organizer to follow up with Visit Atascadero for necessary
branding pieces needed to fit the promotion requirements.
•Funding will be invoiced in sections based on promotion compliance and specific
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 24 of 35
event expectations.Funding percentages and invoice timelines will be determined in
advance between the Atascadero TBID Board and the event organizer.
9
***Please include a detailed event budget and marketing strategy.Feel free to attach
additional information for consideration with application.
***You must submit copies of additional required documents two weeks prior to event.
The Atascadero TBID Board reserves the right to withdraw funding if the appropriate
documents are not obtained for the event.
You must acknowledge and agree to the rules and regulations on Page 9.
IMPORTANT:Future ATBID event sponsorship funding requests may be affected
should any discrepancies,including,but not limited to,event application,planning,
marketing materials or website,be brought to ATBID’s attention.
Cancellation Policy:Should the event not take place as presented and scheduled;
event coordinators are required to reimburse the ATBID for sponsorship support.If the
event is cancelled by the Event Coordinator because of sickness,accidents,riots,
strikes,epidemics,inclement weather,acts of God,or any other legitimate conditions
beyond either party’s control,the Event Coordinator agrees to provide a financial report
showing the current status of funds used.The ATBID Board will follow the official event
cancellation protocol and will determine the fund quantity to either be refunded or rolled
forward to future events based on the financial report.
Applicant Signature __/maggie przybylski/Date September 20,2023
In case of questions or the need for clarification,please contact the Destination
Liaison,Terrie Banish at tbanish@atascadero.org.
ITEM NUMBER: B-1
DATE: 09/27/23
ATTACHMENT: 3
Page 25 of 35
ITEM NUMBER: B-2
DATE: 09/27/23
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
All Things Google Training
RECOMMENDATION:
ATBID Advisory Board receive and file presentation on search engine optimization,
Google Business Listing and reviews and reputation management, along with other
Google Best Practices.
DISCUSSION:
This is an opportunity to learn best practices with Google as it pertains to the tourism
industry. This training will review the best ways to work with Google, from Google Ads to
search engine optimization (SEO), how to choose keywords and remove low performing
keywords, how to work with reviews and reputation management, along with additional
useful information for the digital sphere.
FISCAL IMPACT:
None.
ATTACHMENT:
None.
Page 26 of 35
ITEM NUMBER: B-3
DATE: 09/27/23
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit Atascadero Partnership Ideas with Travel Paso
RECOMMENDATION:
ATBID Advisory Board discuss and provide staff direction on future partnership ideas with
Travel Paso.
DISCUSSION:
With many events occurring in the North County outside of Atascadero, our destination
market can sometimes be missed in the event planning process, especially for larger
events. This can put a strain on visitors trying to find lodging accommodations or our
event planners needing to lean into our hoteliers last minute for hotel rooms, among other
logistical and financial concerns. This causes missed opportunities for hoteliers and
businesses in the City of Atascadero.
In a most recent example, the Central Coast Tennis Classic worked with the City of Paso
Robles’ tourism agency, Travel Paso, on a new program to find all of the hotel rooms they
would need for the event. Travel Paso was to then work with Atascadero’s TBID to assist
with this program.
This business item is to discuss ideas and ways we can better work with Travel Paso on
future opportunities/partnerships along with other nonprofits and businesses that are in
the event business, such as Firestone-Walker Brewing, Paso Robles Wine Country
Alliance, etc.
Collaboration may also occur via the Events & Festivals Strategy Committee and sharing
a comprehensive events calendar for destinations throughout the North County.
Increased partnership among North County destinations will boost tourism and revenue
for everyone.
FISCAL IMPACT:
None.
ATTACHMENT:
None.
Page 27 of 35
ITEM NUMBER: B-4
DATE: 09/27/23
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 July 2023. The Transient Occupancy Tax (TOT) report is also
provided, showing TOT revenues to date. All of the 2022-2023 reports have not been
finalized, so they might change.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. ATBID Expenditure Detail Report 7.1.23-7.31.23 (FY 23-24)
2. ATBID Summary 23-24
3. Tourism Report – Transient Occupancy Tax Revenues (9.15.23)
Page 28 of 35
09/13/2023
CITY OF ATASCADERO
4:57PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 07/31/2023
Periods: 0 through 1
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6000000 Operating Services and Supplies
0000.6050000 Office Expense
0000.6050000 Office Expense 0.00 0.00 250.00 0.00 250.00 0.00
Total Office Expense 0.00 0.00 0.00 0.00 250.00 250.00
0000.6070000 Advertising
0000.6070000 Advertising 0.00 0.00 175,000.00 0.00 175,000.00 0.00
0000.6077025 Digital Media Advertising 0.00 0.00 0.00 0.00 0.00 0.00
110,000.00 7/1/2023 po PO 02564
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
771.20 7/31/2023 ap IN 11405
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 175677
-771.20 7/31/2023 po LI 11405
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
771.20 771.20 0.000000.6077025 Digital Media Advertising 109,228.80 -110,000.00 0.00
0000.6077060 Advertising 0.00 0.00 0.00 0.00 0.00 0.00
20,000.00 7/1/2023 po PO 02564
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
3,750.00 7/1/2023 ap IN 230110
235Line Description: 2023 SPONSORSHIP
Vendor: 04221 CALIFORNIA MID-STATE FAIR Check # 175021
ITEM NUMBER: B-4
DATE: 09/27/23
ATTACHMENT: 1
Page 29 of 35
09/13/2023
CITY OF ATASCADERO
4:57PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 07/31/2023
Periods: 0 through 1
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
3,750.00 3,750.00 0.000000.6077060 Advertising 20,000.00 -23,750.00 0.00
Total Advertising 76.43 4,521.20 4,521.20 129,228.80 41,250.00 175,000.00
0000.6400000 Operating Supplies
Total Operating Supplies 0.00 0.00 0.00 0.00 0.00 0.00
0000.6500000 Contract Services
0000.6500000 Contract Services 0.00 0.00 172,500.00 0.00 172,500.00 0.00
0000.6501125 Promotions Consultants 0.00 0.00 0.00 0.00 0.00 0.00
90,000.00 7/1/2023 po PO 02564
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
9,465.00 7/31/2023 ap IN 11405
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 175677
-9,465.00 7/31/2023 po LI 11405
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
330.00 7/31/2023 ap IN 11410
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 175677
-330.00 7/31/2023 po LI 11410
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
9,795.00 9,795.00 0.000000.6501125 Promotions Consultants 80,205.00 -90,000.00 0.00
0000.6509032 Additional Promotional Services 0.00 0.00 0.00 0.00 0.00 0.00
ITEM NUMBER: B-4
DATE: 09/27/23
ATTACHMENT: 1
Page 30 of 35
09/13/2023
CITY OF ATASCADERO
4:57PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 07/31/2023
Periods: 0 through 1
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6509032 Additional Promotional Services (Continued)
-7,500.00 7/27/2023 je GJ JE24 07-07
235Line Description: Reclass-Cider Fest Sponsorship
7,500.00 7/27/2023 je GJ JE24 07-07
235Line Description: Reclass-Cider Fest Sponsorship
7,500.00 7/27/2023 ap IN 1002
235Line Description: CIDER FESTIVAL SPONSORSHIP
Vendor: 09239 CENTRAL COAST CIDER ASSC. Check # 175319
5,000.00 7/31/2023 ap IN 14392
235Line Description: 2023 SPARTAN RACE CO-OP
Vendor: 00406 VISIT SLO CAL Check # 175679
12,500.00 12,500.00 0.000000.6509032 Additional Promotional Services 0.00 -12,500.00 0.00
Total Contract Services 59.42 22,295.00 22,295.00 80,205.00 70,000.00 172,500.00
0000.6600000 Professional Development
0000.6600000 Professional Development 0.00 0.00 8,000.00 0.00 8,000.00 0.00
0000.6605010 Local Chapter Dues 0.00 0.00 0.00 0.00 0.00 0.00
475.00 7/1/2023 ap IN 2055
235Line Description: MEMBERSHIP RENEWAL
Vendor: 07173 CENTRAL COAST TOURISM COUNCIL Check # 175320
475.00 475.00 0.000000.6605010 Local Chapter Dues 0.00 -475.00 0.00
Total Professional Development 5.94 475.00 475.00 0.00 7,525.00 8,000.00
0000.6740000 Business Development
Total Business Development 0.00 0.00 0.00 0.00 0.00 0.00
0000.6900000 Department Service Charges
0000.6900000 Administration 0.00 0.00 4,140.00 0.00 4,140.00 0.00
Total Department Service Charges 0.00 0.00 0.00 0.00 4,140.00 4,140.00
ITEM NUMBER: B-4
DATE: 09/27/23
ATTACHMENT: 1
Page 31 of 35
09/13/2023
CITY OF ATASCADERO
4:57PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 07/31/2023
Periods: 0 through 1
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
Total Operating Services and Supplies 27,291.20 27,291.20
0000.7000000 Special Purchases, Projects, and Studies
0000.7800000 Community Funding
0000.7805029 Opportunities Fund 0.00 0.00 60,000.00 0.00 60,000.00 0.00
Total Special Purchases, Projects, and Studies 0.00 0.00 0.00 0.00 60,000.00 60,000.00
56.38 27,291.20 27,291.20 209,433.80 183,165.00 419,890.00Total Atascadero Tourism Bus Improv Dist
Grand Total 27,291.20 27,291.20 56.38 209,433.80 183,165.00 419,890.00
ITEM NUMBER: B-4
DATE: 09/27/23
ATTACHMENT: 1
Page 32 of 35
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL*2023-2024 BUDGETED
2018-2019 2019-2020 6/30/2021 6/30/20222 6/30/20223 through 07/31/2023 2023-2024
REVENUES
41530.6300 Taxes and Assessments 278,184$ 224,609$ 277,287$ 409,652$ 420,953$ -$ 414,120$
45920.0003 Assessment Penalties - 133 - 933 3,887 - -
46110.0000 Investment Earnings 9,631 10,720 2,027 (11,341) - - 19,400
Total Revenue 287,815 235,462 279,314 399,244 424,839 - 433,520
EXPENSES
6050000 Office Expense - - - 264 - - 250
6070000 Advertising 178,720 120,110 43,142 127,366 126,557 4,521 175,000
6400000 Operating Supplies - - - - - - -
6500000 Contract Services **143,482 120,525 106,295 143,436 163,051 24,587 172,500
6600000 Professional Development 425 - - 731 - 475 8,000
6740000 Business Development - - - - - - -
6900000 Administration 2,782 2,246 2,774 4,106 4,248 - 4,140
7805029 Opportunities Funding - - - - - - 60,000
Total Expenses 325,408 242,881 152,211 275,903 293,856 29,583 419,890
NET INCOME/(LOSS)(37,593) (7,419) 127,103 123,341 130,983 (29,583) 13,630
BEGINNING AVAILABLE BALANCE 318,679 281,086 273,667 400,770 524,111 655,094 644,360
ENDING AVAILABLE BALANCE 281,086$ 273,667$ 400,770$ 524,111$ 655,094$ 625,511$ 657,990$
*Actual numbers are unaudited, not yet finalized and are subject to change
**Contract Services
Special Events
Cider Festival Sponsoship 12,500
Destination Marketing Services 9,795
Administrative Services Fee 2,292
24,587$
Atascadero Tourism Business Improvement District (ATBID) Fund
9/13/2023
ITEM NUMBER: B-4
DATE: 09/27/23
ATTACHMENT: 2
Page 33 of 35
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$ 470,219.26$ 346,561.32$ 580,139.63$ 2,022,837.46$
* 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-4
DATE: 09/27/23
ATTACHMENT: 3
Page 34 of 35
462.90
532,504.78
532,041.88
531,360.66
(681.22)
3760 56.40
ITEM NUMBER: B-4
DATE: 09/27/23
ATTACHMENT: 3
Page 35 of 35