HomeMy WebLinkAboutTBID_2024-04-17_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
in-person.
HOW TO SUBMIT PUBLIC COMMENT:
Individuals wishing to provide public comment may attend the meeting in Room 306 on the
Third 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. All correspondence
will be distributed to the ATBID Advisory Board, posted on the City’s website, and be made
part of the official public record of the meeting. Please note, email comments will not be
read into the record. Please be aware that communications sent to the ATBID Advisory
Board are public records and are subject to disclosure pursuant to the California Public
Records Act and Brown Act unless exempt from disclosure under applicable law.
Communications will not be edited for redactions and will be printed as submitted.
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 Advisory Board 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 and Resolutions 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 44
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, April 17, 2024, 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 Tom O’Malley, Portola Inn
Board Member Amar Sohi, Holiday Inn Express & Suites
Board Member Vacancy
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. CONSENT CALENDAR:
1. ATBID Board Draft Action Minutes – March 20, 2024
▪ Recommendation: ATBID Advisory Board approve the March 20, 2024, Regular
Meeting Draft Action Minutes. [City Staff]
B. BUSINESS ITEMS:
1. Marketing Services Contract Renewal
▪ Fiscal Impact: Estimated $245,000 annually based on scope of work proposal.
▪ Recommendation: ATBID Advisory Board:
1. Review proposed Marketing Scope of Work.
2. Provide staff direction for the one-year contract extension (4 out of 4 one-
year extensions) for Verdin Marketing Services in the 2024-2025 fiscal
year. [Verdin Marketing]
2. Visit SLO CAL Co-op Opportunities for 2024-2025
▪ Fiscal Impact: Up to $27,750.
▪ Recommendation: ATBID Advisory Board review and provide staff direction on
the 2024-2025 SLO CAL Co-op opportunities. [SLO CAL/ Verdin] 3. Quarterly Marketing Report
▪ Fiscal Impact: None
▪ Recommendation: ATBID Advisory Board receive and file Verdin Marketing’s
Quarterly Marketing Report for Q3 2024. [Verdin Marketing]
4. Budget Overview and Monthly Report
▪ Fiscal Impact: None.
▪ Recommendation: ATBID Advisory Board receive and file the Budget Overview
and Monthly Report. [City/Verdin]
Page 2 of 44
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. Central Coast Cider Festival Event Update. (May)
2. 2024-2025 ATBID Annual Assessment. (May)
F. ADJOURNMENT:
Page 3 of 44
ITEM NUMBER: A-1
DATE: 4/17/24
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
Wednesday, March 20, 2024, 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 2:36 P.M.
ROLL CALL:
Present: Board Member Tom O’Malley, Board Member Amar Sohi, Vice
Chairperson Corina Ketchum, and Chairperson Patricia Harden
Vacant: One vacancy
Absent: None
Staff Present: City Manager James R. Lewis, Community Services & Promotions
Director Terrie Banish, and Administrative Assistant/Deputy City Clerk
Dillon James
APPROVAL OF AGENDA:
MOTION BY: Sohi
SECOND BY: Ketchum
1. Approve this agenda.
AYES (4): O’Malley, Sohi, Ketchum, and Harden
VACANT (1)
Passed 4-0
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address
the Board on any matter not on this agenda and over which the Board has jurisdiction.
Speakers are limited to three minutes. Please state your name for the record before making
your presentation. The Board may take-action to direct the staff to place a matter of business
on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless
changed by the Board.
Chairperson Harden opened the Public Comment period.
The following citizens provided public comment: None.
Chairperson Harden closed the Public Comment period.
Page 4 of 44
ITEM NUMBER: A-1
DATE: 4/17/24
A. CONSENT CALENDAR
1. ATBID Advisory Board Draft Action Minutes – February 28, 2024
▪ Recommendation: ATBID Advisory Board approve the February 28, 2024,
Regular Meeting Draft Action Minutes. [City Staff]
MOTION BY: Sohi
SECOND BY: Ketchum
1. Approve consent calendar.
AYES (3): Sohi, Ketchum, and Harden
ABSTAIN (1): O’Malley
VACANT (1)
Passed 3-0
B. BUSINESS ITEMS:
1. Garagiste Festival 2023 Event Recap & 2024 Event Sponsorship Renewal
Request
▪ Fiscal Impact: Up to $7,500.
▪ Recommendation: ATBID Advisory Board:
1. Receive and file recap of marketing results of the November 2023 Garagiste
Festival.
2. Approve sponsorship renewal request for the November 2024 Garagiste
Festival. [Garagiste Festival]
Stewart Stemhead with the Garagiste Festival presented this item and answered questions
from the Advisory Board. The Advisory Board expressed support for the festival’s continued
success, and Mr. Stemhead noted that they were looking for larger facilities to accommodate
larger crowds, including Charles Paddock Zoo and Pavilion on the Lake facilities.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: None.
Chairperson Harden closed public comment.
MOTION BY: O’Malley
SECOND BY: Ketchum
1. Approve Garagiste Festival 2024 sponsorship renewal request in the amount of
$7,500.
AYES (4): O’Malley, Sohi, Ketchum, and Harden
VACANT (1)
Passed 4-0
2. Sunken Gardens Holiday Lights 2024 Event Sponsorship Proposal
▪ Fiscal Impact: $5,000 to $10,000.
▪ Recommendation: ATBID Advisory Board provide staff direction on sponsorship
request for the December 6, 2024, through January 5, 2025, “Garden Lights &
Winter Nights.” [City]
Page 5 of 44
ITEM NUMBER: A-1
DATE: 4/17/24
Director of Community Services & Promotions Terrie Banish presented this item and
answered questions from the Advisory Board. City Manager James R. Lewis also
answered questions from the Advisory Board. The Advisory Board was interested in
supporting this endeavor and sought to extend the lighting event through the Martin Luther
King Jr. holiday weekend to allow even more tourism opportunities. City staff agreed to
investigate possible extensions to the proposed lighting contract.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: Jessica Sohi.
Chairperson Harden closed public comment.
MOTION BY: O’Malley
SECOND BY: Ketchum
1. Approve sponsorship request for the 2024-2025 “Garden Lights & Winter Nights”
event in the amount of $10,000.
AYES (4): O’Malley, Sohi, Ketchum, and Harden
VACANT (1)
Passed 4-0
3. California Mid-State Fair ATBID/City Shared Sponsorship Opportunity
▪ Fiscal Impact: $3,750.
▪ Recommendation: ATBID Advisory Board review and provide staff direction on
the 2024 California Mid-State Fair shared sponsorship opportunity with the City.
[City]
Director of Community Services & Promotions Terrie Banish presented this item and
answered questions from the Advisory Board. Among other discussion items, Director
Banish confirmed that bussing opportunities are no longer available to Atascadero lodging
properties and that such transportation would need to be arranged outside of official Mid-
State Fair channels.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: Ashlee Akers.
Chairperson Harden closed public comment.
MOTION BY: Sohi
SECOND BY: Ketchum
1. Approve 2024 California Mid-State Fair sponsorship opportunity in the amount of
$3,750.
AYES (4): O’Malley, Sohi, Ketchum, and Harden
VACANT (1)
Passed 4-0
Board Member O’Malley left the meeting at 3:17 P.M.
Page 6 of 44
ITEM NUMBER: A-1
DATE: 4/17/24
4. Budget Overview and Monthly Report
▪ Fiscal Impact: None.
▪ Recommendation: ATBID Advisory Board receive and file the Budget Overview
and Monthly Report. [City/Verdin]
Director of Community Services & Promotions Terrie Banish and Verdin Marketing’s Ashlee
Akers presented this item and answered questions from the Advisory Board.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item:
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]
Director Banish presented Update #3 before Update #2.
D. BOARD MEMBER COMMENTS:
Board Member Sohi questioned En Fuego’s marketing of that weekend’s Beer Festival,
reported positive feedback from the Mission Prep job fair, and requested that City staff
research the possibility of holding minor sports festivals/tournaments at City park
facilities to further encourage tourism.
E. FUTURE AGENDA ITEMS:
1. Quarterly Marketing Report. (April)
2. Verdin Marketing Contract Renewal. (April)
3. 2024-2025 ATBID Annual Assessment. (May)
4. Marketing Services Contract Renewal. (May)
F. ADJOURNMENT
Chairperson Harden adjourned the meeting at 3:35 P.M.
MINUTES PREPARED BY:
______________________
Dillon James
Deputy City Clerk
APPROVED:
Page 7 of 44
ITEM NUMBER: B-1
DATE: 4/17/24
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Services Contract Renewal
RECOMMENDATION:
ATBID Advisory Board:
1. Review proposed Marketing Scope of Work.
2. Provide staff direction for the one-year contract extension (4 out of 4 one-year
extensions) for Verdin Marketing Services in the 2024-2025 fiscal year.
DISCUSSION:
The ATBID Advisory Board appointed Verdin Marketing in 2015 for ATBID marketing
services. These services include varied activities within the areas of creative
development, media hard costs, planning and placement, social media, e-newsletter,
contest management, public relations, web updates, and strategy and project
management. The ATBID Board went out to RFP (Request for Proposal) at the end of
2020 towards the end of the five-year contract and a new contract was awarded to Verdin
Marketing Services. The current contract timeline is 3/10/20-6/30/21, with the third one-
year extension in place that expires 6/30/24.
The contract provides the option of up to four one-year extensions after the main contract
timeline expires for up to five years. The ATBID Board has the opportunity to renew the
contract for up to five years without going out to RFP.
Looking back at the 2023-2024 fiscal year, Verdin has continued to successfully
implement the marketing plan every year and this continued investment in promoting our
area has continued to produce successful results across the website, our social media
platforms, as well as with the many SLO CAL co-op programs that have been put in place.
Verdin has continued to work on creative new campaigns based on the local artisan
culture, which has made the “All In” campaign so successful. In addition, Verdin continues
to utilize strategic advertising methods to entice targeted visitors to Atascadero, provide
added support coordinating social media and electronic communications for selected
event partnerships, provide support related to updating and informing the ATBID Board
about SLO CAL Marketing efforts, as well as pursuing co-op and reactive SLO CAL
opportunities offered like the implementation of Pinterest to our social media platform.
Page 8 of 44
ITEM NUMBER: B-1
DATE: 4/17/24
Following is a recap of the current contract timeline and one-year extension:
Verdin Contract:
Year 1:
Contract End Date March 10, 2021: $274,667.00
(3/10/2020-6/30/21; approx.15 month)
Year 1 Actual: $122,877.58
Contract Amendment #1 Budget: $206,000
July 1, 2021-June 30, 2022
Contract Amendment #1 $181,500
Plus two out of scope projects under ATBID budget $ 10,452
Year 2 Actual $191,952
Contract Amendment #2 Budget: $206,000
July 1, 2022-June 30, 2023
Contract Amendment #2 Actual $205,993
(Plus added value – no charge $2,985 )
Plus two out of scope projects under ATBID budget $ 13,000
Year 3 Actual $218,993
Contract Amendment #3 Budget: $220,000
July 1, 2023-June 30, 2024
Contract Amendment #3 Actual $219,995
(Plus added value – no charge $4,485)
Plus out of scope projects under ATBID budget $7,000
Year 4 Actual $226,995
Contract Amendment #4 (Year 5 Budget proposal) $245,000
A presentation will be provided at the meeting reviewing the new Scope of Work for
2024/2025 fiscal year and the proposed budget.
FISCAL IMPACT (GL Varied):
Estimated $245,000 annually based on scope of work proposal.
ATTACHMENTS:
1. Visit Atascadero Marketing Budget 2023-2024
2. Visit Atascadero Marketing Budget 2024-2025
3. ATBID Scope of Work 2024-2025
Page 9 of 44
July 1, 2023
Marketing Budget
Visit Atascadero | Budget: $220,000
Detailed Spending Actual Actual Actual Actual Actual Actual Actual Actual Actual Proj.Proj.Proj.
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining
Strategy/Planning/Meetings $22,000 $1,800 $2,190 $1,770 $1,995 $1,800 $1,485 $2,070 $1,801 $1,845 $1,800 $1,800 $1,644 $22,000 $0
Marketing Plan $5,000 $1,928 $645 $2,422 ---------$4,994 $6
Creative Developement $36,000 $2,183 $2,520 $2,340 $8,066 $2,453 $2,933 $1,965 $4,725 $4,086 $2,000 $2,000 $731 $36,000 $0
Photo/Video Asset Development $10,000 ---$8,126 -$1,875 ------$10,001 -$1
Website Blog and Updates $4,500 $210 $240 $495 $120 $765 $180 $360 $885 $360 $885 $4,500 $0
Social Media $21,500 $1,800 $1,800 $1,770 $1,860 $1,815 $1,860 $1,780 $1,825 $1,795 $1,800 $1,800 $1,595 $21,500 $0
Email Marketing $12,000 $1,021 $996 $981 $996 $996 $1,010 $980 $1,290 $994 $1,000 $1,000 $735 $12,000 $0
Public Relations $5,000 $120 $225 $405 $315 $300 $195 $285 $525 $480 $2,150 -$5,000 $0
Media Planning $4,000 $600 $375 $150 $465 $315 $285 $450 $480 $360 $200 $170 $150 $4,000 $0
Media Buy $100,000 $575 $493 $9,949 $10,320 $15,136 $8,423 $4,898 $11,016 $10,889 $11,500 $11,500 $5,300 $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 $9,484 $19,787 $32,638 $22,935 $18,066 $13,193 $21,842 $20,809 $19,185 $20,780 $11,040 $219,995
Added Value $510 $0 $30 $1,650 $0 $0 $300 $870 $1,125 $4,485
Out of Scope Actual Actual Actual Actual Actual Actual Actual Actual Actual Proj.Proj.Proj.
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining
Santa Margarita Web Updates $2,000 $330 $1,665 $1,995 $5
Denver Activation $2,000 $657 $1,301 $1,957 $43
Spartan Swag $1,500 $1,205 $1,205 $295
Beer Fest Swag $1,843 $1,843 $1,843 $0
Summary: Actual to Budget
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL
Invoice Totals $7,343 $330 $0 $657 $4,170 $0 $0 $0 $0 $1,843 $0 $0 $0 $7,000
Added Value $0
ITEM NUMBER: B-1
DATE: 4/17/24
ATTACHMENT: 1
Page 10 of 44
April 11, 2024
Marketing Budget
Visit Atascadero | Budget: $247,000
Detailed Spending Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.Proj.
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining
Strategy/Planning/Meetings $24,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $2,000 $24,000 $0
Creative Developement $40,000 $3,350 $3,350 $3,350 $3,350 $3,300 $3,300 $3,300 $3,350 $3,350 $3,350 $3,350 $3,300 $40,000 $0
Photo/Video Asset Development $15,000 ---$10,000 -$5,000 ------$15,000 $0
Website Blog and Updates $12,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $1,000 $12,000 $0
Social Media $23,600 $1,980 $1,980 $1,980 $1,980 $1,980 $1,980 $1,980 $1,980 $1,980 $1,980 $1,980 $1,820 $23,600 $0
Email Marketing $14,400 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $1,200 $14,400 $0
Public Relations $8,000 $625 $675 $675 $675 $675 $675 $675 $675 $675 $675 $675 $625 $8,000 $0
Media Planning $6,000 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $6,000 $0
Media Buy $104,000 $1,000 $2,500 $12,000 $12,000 $12,000 $8,000 $7,000 $12,000 $12,000 $12,000 $10,000 $3,500 $104,000 $0
Summary: Actual to Budget
Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL
Invoice Totals $247,000 $11,655 $13,205 $22,705 $32,705 $22,655 $23,655 $17,655 $22,705 $22,705 $22,705 $20,705 $13,945 $247,000
Added Value $0
ITEM NUMBER: B-1
DATE: 4/17/24
ATTACHMENT: 2
Page 11 of 44
April 11,2024
Visit Atascadero
Scope of Work
Scope Statement
To develop and deploy marketing strategies based on set goals by Visit Atascadero (ATBID).Below is a
general breakdown of the budget and marketing services for a twelve-month partnership.
Deliverables
CREATIVE DEVELOPMENT:$55,000
Verdin will develop marketing campaigns targeting behavioral demographics to showcase Atascadero’s
key experiences as well as create new assets through photography and video.
Estimate includes:
●Concept creation and copywriting
●Design of all advertising based on approved media plan (TBD)
●Storyboards,visual direction,and logistics
●All final photography and video assets
MEDIA HARD COSTS,PLANNING &PLACEMENT:$110,000
Verdin will handle all media coordination under the direction and approval of ATBID.
Estimate includes:
●Media planning and negotiation through June 2025
●Media monitoring and recommendations based on performance
●Invoice reconciliation and coordination on any make-goods or billing adjustments needed
●Media hard costs
SOCIAL MEDIA AND E-NEWSLETTER:$38,000
Verdin will manage ATBID’s Facebook,Instagram,Pinterest,monthly e-newsletter,and promotions.
ITEM NUMBER: B-1
DATE: 4/17/24
ATTACHMENT: 3
Page 12 of 44
Estimate includes:
●Creation of monthly calendars and custom images for all appropriate channels
●Creation of monthly e-newsletter content and images
●Scheduling,monitoring,and responding
●Monthly subscription cost for Mail Chimp
PUBLIC RELATIONS:$8,000
This will consist of content submissions,pitching,and FAM coordination with Visit SLO CAL,CCTC,and
Visit California.
Estimate includes:
●Proactive pitching when appropriate
●Responding to all Visit SLO CAL,CCTC,and Visit California PR opportunities that align with
ATBID’s goals and o erings
●FAM tour coordination with Visit SLO CAL when appropriate
●Hosting select influencers and journalists
WEBSITE UPDATES:$12,000
Verdin will update the website's content pages as needed for promotions and advertising.
Estimate includes:
●Copywriting,and visual execution (hero images,graphics,etc.)
●Page layout and implementation
STRATEGY,MEETINGS &PROJECT MANAGEMENT:$24,000
Verdin will direct all implementation and monitoring of ATBID projects based on set goals.
Estimate includes:
●Development of Marketing Plan
●Research,strategy,consulting,and project management
●Monthly meetings and quarterly reporting
●Monthly Visit SLO CAL Marketing Committee report
●The sta report for Visit SLO CAL opportunities that require board approval
TOTAL:$247,000
ITEM NUMBER: B-1
DATE: 4/17/24
ATTACHMENT: 3
Page 13 of 44
Professional Services
Verdin will perform the following services to complete the above scope during the agreement
timeframe:
●Account management,strategy,and coordination
●Research
●Copywriting
●Creative direction and graphic design
Unanticipated Services
If an unanticipated need arises that is not defined in this scope,Verdin agrees to perform this additional
work at a mutually agreed-upon price.This service will be priced through a separate scope change
memo.
Price Guarantee
If you ever receive an invoice without authorizing the price agreement and scope of work first,you are
not obligated to pay for that service.
The above deliverables will be billed monthly for work done the prior month.The contract timeframe is
July 1,2024 –June 30,2025,and will not exceed $247,000.
If you agree that the above adequately sets forth Visit Atascadero’s understanding of our mutual
responsibilities,please authorize this Agreement and return it to our o ce.A copy will be provided for
your records.
We would like to take this opportunity to express our appreciation for the opportunity to serve you.
Approved by:Ashlee Akers,Chief Strategy O cer Date:April 11,2024
Client:Terrie Banish,Deputy City Manager Date:
ITEM NUMBER: B-1
DATE: 4/17/24
ATTACHMENT: 3
Page 14 of 44
ITEM NUMBER: B-2
DATE: 4/17/24
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit SLO CAL Co-op Opportunities for 2024-2025
RECOMMENDATION:
ATBID Advisory Board review and provide staff direction on the 2024-2025 Visit SLO CAL
Co-op opportunities.
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.
Following is a snapshot of the co-op marketing opportunities available to the ATBID
Advisory Board as the calendar nears the 2024-2025 fiscal year: Asset Renewal FY 25,
Sojern Co-op, Spartan Co-op FY 25, Unpacking Co-op FY 25.
FISCAL IMPACT:
Up to $27,750.
ATTACHMENT:
1. Asset Renewal FY 25
2. Sojern Co-op
3. Spartan Co-op FY 25
4. Unpacking Co-op FY 25
Page 15 of 44
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401
805-541-8000 SLOCAL.com
APRIL 7, 2024
House of Brand Assets Co-op
Visit SLO CAL is offering an 18-month renewal of House of Brands video and
photography assets for use across CTV, Digital, Paid Social and Out of Home.
Renewed assets will be deployed across the Visit SLO CAL paid media campaign
through the end of FY25.
Assets
• Photography – usage of all photography assets in the above categories
• Video – usage of video assets in the above categories
• Talent renewal including on-camera talent and VO
Investment Levels
• $7,750
All funds will be billed through Visit SLO CAL. Please sign below if you are
interested in participating.
Organization:_________________________________________________________
Name:________________________________________________________________
Title:__________________________________________________________________
Signature:_____________________________________________________________
Date:____________________________________
ITEM NUMBER: B-2
DATE: 4/17/24
ATTACHMENT: 1
Page 16 of 44
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401
805-541-8000 SLOCAL.com
APRIL 7, 2024
Sojern Co-op
Visit SLO CAL is offering a matching funds co-op with Sojern through a
customized co-op that enables 100% match from Visit SLO CAL and Sojern in a
digital advertising campaign set to specifically meet your goals.
Investment Level: $5,000 or $10,000
Assets
Media
• House of Brands display, native and/or video
• Media mix depends on budget level
Reporting
• Performance data in online client platform
• Economic impact reporting
User Experience
• House of Brands featuring destination served based on Sojern targeting
parameters with click through to destination partner website
• All participants must feature Community of SLO CAL logo lockup
prominently on campaign landing page
• Option to direct traffic to destination landing page on SLOCAL.com
Invest Choice
• $5,000 receives $5,000 VSC match and $5,000 Sojern match, 2 products
for 3 months
• $10,000 receives $10,000 VSC match and $10,000 Sojern match, 3 products
for 6 months
All funds will be billed through Visit SLO CAL. Please sign below if you are
interested in participating.
ITEM NUMBER: B-2
DATE: 4/17/24
ATTACHMENT: 2
Page 17 of 44
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401
805-541-8000 SLOCAL.com
Organization:_________________________________________________________
Name:________________________________________________________________
Title:__________________________________________________________________
Signature:_____________________________________________________________
Date:____________________________________
Participation Level: $5,000____________ $10,000_____________
ITEM NUMBER: B-2
DATE: 4/17/24
ATTACHMENT: 2
Page 18 of 44
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401
805-541-8000 SLOCAL.com
APRIL 7, 2024
Spartan Co-op
Visit SLO CAL will be sponsoring the Spartan Race with a co-op option.
Assets
Three Dedicated Social Posts
• Facebook
• Instagram/Twitter
Email Marketing
• Two destination marketing focused emails to Spartan regional database
• Two emails to racers registered for the event
Travel Guide
• 2 pages of content to share with all attendees
Logo Placement
• Event page
• Race day program
• Pre & post-race emails from Spartan
Activation
• At race with Visit SLO CAL and other participating destinations
Investment Level: $5,000
All funds will be billed through Visit SLO CAL. Please sign below if you are
interested in participating.
Organization:_________________________________________________________
Name:________________________________________________________________
Title:__________________________________________________________________
Signature:_____________________________________________________________
Date:____________________________________
ITEM NUMBER: B-2
DATE: 4/17/24
ATTACHMENT: 3
Page 19 of 44
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401
805-541-8000 SLOCAL.com
ITEM NUMBER: B-2
DATE: 4/17/24
ATTACHMENT: 3
Page 20 of 44
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401
805-541-8000 SLOCAL.com
APRIL 7, 2024
Unpacking Episode Inclusion Co-op
Visit SLO CAL is offering an opportunity to be included in the SLO CAL Unpacking
content series distributed across paid, owned and earned programming as well as
influencer posts. Inclusion and influence on product/experiences to be featured in
each feature.
Investment Level: $10,000*
*Additional access to influencer posts and exposure based on pre-negotiated
rates.
Assets
Media
• Paid social and programmatic – Digital Video, Display, Paid social
channels
• Premium placement TBD
Video
• Long-form video
• :30 cut-down destination specific
• :15 teaser destination specific
• 5 still images
• Asset usage across digital, owned, social and programmatic channels for a
minimum of two years
All funds will be billed through Visit SLO CAL. Please sign below if you are
interested in participating.
Organization:_________________________________________________________
ITEM NUMBER: B-2
DATE: 4/17/24
ATTACHMENT: 4
Page 21 of 44
81 HIGUERA STREET, SUITE 220
SAN LUIS OBISPO, CA 93401
805-541-8000 SLOCAL.com
Name:________________________________________________________________
Title:__________________________________________________________________
Signature:_____________________________________________________________
Date:____________________________________
Participation Level: $5,000____________ $10,000_____________
ITEM NUMBER: B-2
DATE: 4/17/24
ATTACHMENT: 4
Page 22 of 44
ITEM NUMBER:
DATE:
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Quarterly Marketing Report
RECOMMENDATION:
ATBID Advisory Board receive and file Verdin Marketing’s Quarterly Marketing Report for Q3
2024.
DISCUSSION:
Verdin’s marketing plan summary and review performance can be found in the stat summary
(Attachment 1).
Quarter 3 (January – March 2024) shows stat summary of the success of the Winter/Spring
campaign. Atascadero continues to see strong success with the new Google Max tactic, as
well as on social media. Verdin and City staff has decided to optimize tactics and pull the
programmatic display to feature a stronger Google search campaign that will enhance
performance. Social media engagement was strong within Facebook and dropped slightly
with Instagram, so Verdin and City staff is finetuning the social media posting schedule to
see if that will improve results.
The e-newsletter continues to exceed the industry benchmark of 22% with an average open
rate of 50%, and Visit Atascadero website traffic continues to increase YOY, which is also a
great result.
FISCAL IMPACT:
None.
ATTACHMENT:
1. ATBID Stat Summary – Q3 FY24
Page 23 of 44
B-3
4/17/24
April 11,2024
Visit Atascadero
Quarter 3 Stat Report
Summary of Performance
Paid Media
During the third quarter,Visit Atascadero ran a combination of paid media tactics,including Programmatic
placement,Google Performance Max (GPM),and Social Media advertising.Programmatic tactics,which
included PreRoll,Display,CTV,and Streaming Audio,performed well with close to 500,000 impressions
combined.PreRoll and Display ran in January while CTV and Streaming Audio ran in February and March.
CTV is a consistent performer and met our benchmark VCR with over 97%.Even with the shorter flight for
PreRoll,it still surpassed the benchmark for VCR and CTR.Typically a good campaign for Pre-roll is around
0.20%CTR and this was much higher,indicating that our target audience was engaged with the ads.
Streaming Audio remained consistent with similar positive results as the previous quarter.
GPM had four times the impressions as the previous quarter and increased in every other metric.The GPM
campaign performed well,with a 2.12%CTR.However,we are seeing a slight shift in visitor quality which is
compromising our time on site.We recommend moving a portion of the budget to other platforms that can
enable us to monitor and adjust what sites the ads are on and improve the quality of clicks.
The social campaigns performed well and met Meta benchmarks.The boosted posts had a higher CTR than
the social ad (FB &IG),but the social ad had almost double the impressions of the boosted posts.Overall,
these tactics worked well together and met performance goals.Pinterest started this quarter and finished
with more than 360,000 impressions and almost 2,000 pin clicks.We have optimized this campaign with the
goal of increasing the CTR and suggest including more than one creative for the Pinterest campaign.
On the owned side,we saw great results across the board.We rolled out our new branding in email marketing
and saw a great response with high open and click rates.Both exceeded industry standards.On social media
we saw an increase in followers and success from our Instagram giveaway post.The post required people to
follow our Instagram account,like the post,and tag two friends.This led to 3,209 impressions and 825
engagements.This quarter,we had less Localhood stories published which is why there appears to be a
decrease in story views,but there was an increase in interaction,click through rate and completion rate
which shows people were engaged in the content we were deploying.
Channel Creative Impressions Clicks CTR VCR
Programmatic
PreRoll Video
All in Atascadero 59,014 418 0.71%83.37%
Programmatic Display All in Atascadero 92,390 87 .09%N/A
ITEM NUMBER: B-3
DATE: 4/17/24
ATTACHMENT: 1
Page 24 of 44
Total Campaign Summary:
●Impressions:6,839,536
●Clicks:118,632
●Avg.CTR:1.7%
●GPMax Conversions Total:5,275
○Event Details:29
○Mailing Lists:16
○Book Now:5,230
Owned Media
Email Marketing Campaign Results:
Verdin developed and deployed three monthly e-newsletters
in Q3.They included themed content by trending topics within
the industry,local events and happenings,and a call to book
your stay in Atascadero.Below are the results:
January:
⎻Open rate:49.4%
⎻Click rate:8.7%
⎻Total clicks:625
February:March:
⎻Open rate:48.9%-Open rate:51.9%
⎻Click rate:4.1%-Click rate:5.1%
⎻Total clicks:202 -Total clicks:263
2
CTV All in Atascadero 238,712 N/A N/A 97.57%
Streaming Audio All in Atascadero 87,578 77 .09%36.49%
Google
Performance Max
All in Atascadero 4,963,997 105,421 2.12%N/A
Pinterest All in Atascadero 366,691 1,199 0.33%2.7%
Social Media (FB/IG)All in Atascadero 685,155 5,854 0.85%1.87%
Social Boosted Posts Multiple 345,999 5,576 1.61%3.38%
ITEM NUMBER: B-3
DATE: 4/17/24
ATTACHMENT: 1
Page 25 of 44
Social Media Results:
Top Posts:
3
ITEM NUMBER: B-3
DATE: 4/17/24
ATTACHMENT: 1
Page 26 of 44
Localhood -Crowdriff Partnership:
4
ITEM NUMBER: B-3
DATE: 4/17/24
ATTACHMENT: 1
Page 27 of 44
Website Analytics:Comparing 2022 v.2023
5
ITEM NUMBER: B-3
DATE: 4/17/24
ATTACHMENT: 1
Page 28 of 44
ITEM NUMBER:
DATE:
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 February 2024. The Transient Occupancy Tax (TOT) report is also
provided, showing TOT revenues to date through April 10, 2024. The overall 2023-2025
ATBID Budget Worksheet detail is included as a reference.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. 23-25 235 ATBID Budget Worksheet
2. ATBID Expenditure Detail Report (FY 23-24)
3. ATBID Summary 23-24
4. Tourism Report – Transient Occupancy Tax Revenues (4.10.24)
Page 29 of 44
B-4
4/17/24
$
FUND TYPE235Special Revenue
DESCRIPTION
ACTIVITY DETAIL
OBJECT EXPENSE 2020-2021 2021-2022 2022-2023 2022-2023 2023-2024 2024-2025 2025-2026 2026-2027 2027-2028 2028-2029 2029-2030
NUMBER CLASSIFICATION ACTUAL ACTUAL BUDGETED ESTIMATED REQUESTED REQUESTED REQUESTED REQUESTED REQUESTED REQUESTED REQUESTED
OPERATIONS
6050000 Office Expense -$ 264$ 250$ 115$ 250$ 250$ 275$ 275$ 275$ 275$ 275$
6070000 Advertising 43,142 127,366 165,000 161,050 175,000 180,000 182,000 184,000 186,000 188,000 190,000
6400000 Operating Supplies - - - - - - - - - - -
6500000 Contract Services 106,295 143,436 145,000 140,490 172,500 175,000 177,000 179,000 181,000 183,000 185,000
6600000 Professional Development - 731 450 8,000 8,000 8,000 8,000 8,200 8,400 8,600 8,800
6700000 Business Development - - - - - - - - - - -
6900000 Administration 2,774 4,106 2,920 4,100 4,180 4,260 4,350 4,440 4,520 4,620 4,710
Total Operations 152,211 275,903 313,620 313,755 359,930 367,510 371,625 375,915 380,195 384,495 388,785
SPECIAL PROJECTS
7805029 Opportunities Fund - - - - 60,000 65,000 65,000 67,000 69,000 71,000 73,000
Total Special Projects and Purchases - - - - 60,000 65,000 65,000 67,000 69,000 71,000 73,000
ACTIVITY TOTAL 152,211$ 275,903$ 313,620$ 313,755$ 419,930$ 432,510$ 436,625$ 442,915$ 449,195$ 455,495$ 461,785$
Revenue 227,287 409,652 298,170 410,000 418,020 426,380 434,900 443,600 452,480 461,520 470,760
Fund Balance 400,770 524,111 331,780 620,356 618,446 612,316 610,591 611,276 614,561 620,586 629,561
OTHER FUNDSAtascadero Tourism Business Improvement District (ATBID) Fund
Thisfund accounts for the revenues and expenses associatedwith the Atascadero TourismBusiness Improvement District (ATBID).On June 1,2013,the CityestablishedATBIDforthepurposeoffundingtourismpromotionandincreasingstaysatthelodgingbusinessesinAtascadero.A two percent (2%)assessment is placed on the nightly rent of all occupied rooms or spaces for all transient occupancies in Atascadero.
Terrie Banish:IPW Co-op participation
& booth May 2023
Terrie Banish:
Verdin Contract Services & Pinterest set up;
City Admin Services (agenda, minutes,
meeting facilitation, etc.)
Terrie Banish:
Verdin Media Buy of $98k plus
$3,750 MSF sponsorship 2022
$10k Bovine 2022; $6.8k Resident Tourism Survey;$10k Fall Fest 2022;
Garagiste 2022 $7.5k;
$10k Fall Fest 2023 - half;
CCCBF 2023 $5k;$10k Pinterest co-op.
Terrie Banish:Verdin Contract Services raised from $107,990 to $145,000- (adding
$37,010) plus City Admin Services flat
at $27500 = total $172500
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 1
Page 30 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6000000 Operating Services and Supplies
0000.6050000 Office Expense
0000.6050000 Office Expense 0.00 0.00 250.00 0.00 250.00 0.00
0000.6052053 Letterhead/Envelopes 0.00 0.00 0.00 0.00 0.00 0.00
80.62 1/31/2024 je GJ JE24 01-05
235Line Description: Supplies Allocation - Jan 2024
80.62 80.62 0.000000.6052053 Letterhead/Envelopes 0.00 -80.62 0.00
0000.6053090 Office Supplies- Other 0.00 0.00 0.00 0.00 0.00 0.00
1.05 2/29/2024 je GJ JE24 02-03
235Line Description: Supplies Allocation - Feb 24
1.05 1.05 0.000000.6053090 Office Supplies- Other 0.00 -1.05 0.00
Total Office Expense 32.67 81.67 81.67 0.00 168.33 250.00
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
49.95 7/1/2023 ap IN 15506
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 176001
771.20 7/31/2023 ap IN 11405
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 175677
1Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 31 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6077025 Digital Media Advertising (Continued)
-771.20 7/31/2023 po LI 11405
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
84.95 8/1/2023 ap IN 15827
235Line Description: WEBSITE MAINTENANCE
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 175463
664.11 8/31/2023 ap IN 11443
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 175952
-664.11 8/31/2023 po LI 11443
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
189.95 9/4/2023 ap IN 15980
235Line Description: WEBSITE MAINTENANCE
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 175856
10,142.01 9/30/2023 ap IN 11507
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176214
-10,142.01 9/30/2023 po LI 11507
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176214
2Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 32 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6077025 Digital Media Advertising (Continued)
469.95 10/1/2023 ap IN 16127
235Line Description: SECURE WEB HOSTING,WEBSITE MAI
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 176001
13,078.27 10/31/2023 ap IN 11547
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176460
-13,078.27 10/31/2023 po LI 11547
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
49.95 11/1/2023 ap IN 16294
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 176261
9,550.82 11/30/2023 ap IN 11578
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176712
-9,550.82 11/30/2023 po LI 11578
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176712
49.95 12/1/2023 ap IN 16451
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 176633
3Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 33 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6077025 Digital Media Advertising (Continued)
10,483.49 12/31/2023 ap IN 11632
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176935
-10,483.49 12/31/2023 po LI 11632
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
49.95 1/4/2024 ap IN 16607
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 176856
5,228.52 1/31/2024 ap IN 11673
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 177350
-5,228.52 1/31/2024 po LI 11673
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
49.95 2/1/2024 ap IN 16771
235Line Description: SECURE WEB HOSTING
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 177396
50,913.02 50,913.02 0.000000.6077025 Digital Media Advertising 60,081.58 -110,994.60 0.00
0000.6077060 Advertising 0.00 0.00 0.00 0.00 0.00 0.00
4Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 34 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6077060 Advertising (Continued)
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
626.64 9/30/2023 ap IN 11507
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176214
-626.64 9/30/2023 po LI 11507
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176214
5,625.00 10/19/2023 ap IN 11520
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176344
-5,625.00 10/19/2023 po LI 11520
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176344
4,170.11 10/31/2023 ap IN 11551
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176460
5Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 35 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6077060 Advertising (Continued)
-4,170.11 10/31/2023 po LI 11551
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176460
17,000.00 11/1/2023 ap IN 14462
235Line Description: SOJERN CO-OP
Vendor: 00406 VISIT SLO CAL Check # 177238
5,876.47 11/30/2023 ap IN 11578
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176712
-5,876.47 11/30/2023 po LI 11578
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176712
1,600.00 1/26/2024 je GJ JE24 01-10
235Line Description: Reclass-2023 IPW Registration
38,648.22 38,648.22 0.000000.6077060 Advertising 3,701.78 -42,350.00 0.00
Total Advertising 87.63 89,561.24 89,561.24 63,783.36 21,655.40 175,000.00
0000.6400000 Operating Supplies
0000.6402040 Food for Events / Meetings 0.00 0.00 0.00 0.00 0.00 0.00
1,600.00 1/26/2024 ap IN 14503
235Line Description: 2023 IPW REGISTRATION
Vendor: 00406 VISIT SLO CAL Check # 177224
-1,600.00 1/26/2024 je GJ JE24 01-10
235Line Description: Reclass-2023 IPW Registration
6Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 36 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
Total Operating Supplies 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
8,820.00 8/31/2023 ap IN 11443
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 175952
7Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 37 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6501125 Promotions Consultants (Continued)
-8,820.00 8/31/2023 po LI 11443
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
9,675.00 9/30/2023 ap IN 11507
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176214
-9,675.00 9/30/2023 po LI 11507
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176214
13,935.00 10/31/2023 ap IN 11547
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176460
-13,935.00 10/31/2023 po LI 11547
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
7,507.50 11/30/2023 ap IN 11578
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176712
-7,507.50 11/30/2023 po LI 11578
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176712
8Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 38 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6501125 Promotions Consultants (Continued)
7,582.50 12/31/2023 ap IN 11632
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 176935
-7,582.50 12/31/2023 po LI 11632
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
8,085.00 1/31/2024 ap IN 11673
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 177350
-8,085.00 1/31/2024 po LI 11673
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
65,400.00 65,400.00 0.000000.6501125 Promotions Consultants 24,600.00 -90,000.00 0.00
0000.6509010 Other Professional Services 0.00 0.00 0.00 0.00 0.00 0.00
2,291.67 7/1/2023 je GJ JE24 07-19
235Line Description: ATBID Admin Service Fee - July
2,291.67 8/1/2023 je GJ JE24 08-12
235Line Description: ATBID Admin Service Fee-August
2,291.67 9/1/2023 je GJ JE24 09-13
235Line Description: ATBID Admin Service Fee - Sept
2,291.67 10/1/2023 je GJ JE24 10-17
235Line Description: ATBID Admin Service Fee - Oct
2,291.67 11/1/2023 je GJ JE24 11-10
235Line Description: ATBID Admin Service Fee - Nov
9Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 39 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6509010 Other Professional Services (Continued)
2,291.63 12/1/2023 je GJ JE24 12-06
235Line Description: ATBID Admin Service Fee - Dec
13,749.98 13,749.98 0.000000.6509010 Other Professional Services 0.00 -13,749.98 0.00
0000.6509032 Additional Promotional Services 0.00 0.00 0.00 0.00 0.00 0.00
-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
20,000.00 9/14/2023 ap IN 857
235Line Description: ATASCADERO FALL FEST GRANT
Vendor: 08621 EN FUEGO EVENTS Check # 175871
7,500.00 11/2/2023 ap IN 23AT2
235Line Description: 2023 NOVEMBER EVENT
Vendor: 07251 GARAGISTE EVENTS, INC. Check # 176401
7,500.00 11/7/2023 ap IN 22PR10
235Line Description: 2022 NOVEMBER EVENT
Vendor: 07251 GARAGISTE EVENTS, INC. Check # 176401
10Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 40 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
0000.6509032 Additional Promotional Services (Continued)
7,500.00 12/12/2023 ap IN 12122023
235Line Description: AT HER TABLE 2024 EVENT
Vendor: 09315 ECOLOGISTICS, INC. Check # 176644
10,000.00 1/23/2024 ap IN 1154
235Line Description: 2024 BOVINE CLASSIC GRAVEL RID
Vendor: 08979 LOCOMOTIV PERFORMANCE COACHING Check # 177440
65,000.00 65,000.00 0.000000.6509032 Additional Promotional Services 0.00 -65,000.00 0.00
Total Contract Services 97.83 144,149.98 144,149.98 24,600.00 3,750.02 172,500.00
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
Total Operating Services and Supplies 89.65 234,267.89 234,267.89 88,383.36 37,238.75 359,890.00
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
11Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 41 of 44
04/10/2024
CITY OF ATASCADERO
5:39PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 02/29/2024
Periods: 0 through 8
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
Used
Balance
Year-to-date
Encumbrances
Year-to-date
Expenditures
Expenditures
Adjusted
Appropriation
Account Number
Total Special Purchases, Projects, and Studies 0.00 0.00
76.84 234,267.89 234,267.89 88,383.36 97,238.75 419,890.00Total Atascadero Tourism Bus Improv Dist
Grand Total 234,267.89 234,267.89 76.84 88,383.36 97,238.75 419,890.00
12Page:
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 2
Page 42 of 44
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 02/29/2024 2023-2024
REVENUES
41530.6300 Taxes and Assessments 278,184$ 224,609$ 277,287$ 409,652$ 431,401$ 233,274$ 414,120$
45920.0003 Assessment Penalties - 133 - 933 3,904 368 -
46110.0000 Investment Earnings 9,631 10,720 2,027 (11,341) 2,966 - 19,400
Total Revenue 287,815 235,462 279,314 399,244 438,271 233,642 433,520
EXPENSES
6050000 Office Expense - - - 264 - 82 250
6070000 Advertising 178,720 120,110 43,142 127,366 126,556 89,561 175,000
6400000 Operating Supplies - - - - - - -
6500000 Contract Services **143,482 120,525 106,295 143,436 163,051 148,733 172,500
6600000 Professional Development 425 - - 731 - 475 8,000
6740000 Business Development - - - - - - -
6900000 Administration 2,782 2,246 2,774 4,106 4,353 2,336 4,140
7805029 Opportunities Funding - - - - - - 60,000
Total Expenses 325,408 242,881 152,211 275,903 293,960 241,188 419,890
NET INCOME/(LOSS)(37,593) (7,419) 127,103 123,341 144,311 (7,546) 13,630
BEGINNING AVAILABLE BALANCE 318,679 281,086 273,667 400,770 524,111 668,422 644,360
ENDING AVAILABLE BALANCE 281,086$ 273,667$ 400,770$ 524,111$ 668,422$ 660,876$ 657,990$
*Actual numbers are unaudited, not yet finalized and are subject to change
**Contract Services
Special Events
Atascadero Fall Festival Sponsorship 2024 20,000$
Cider Festival Sponsoship 7,500
Garagiste Events 15,000
Spartan Race Co-Sponsorship 5,000
At Her Table Sponsorship 7,500
Bovine Classic 10,000
Destination Marketing Services 65,400
Administrative Services Fee 18,333
148,733$
Atascadero Tourism Business Improvement District (ATBID) Fund
4/10/2024
ITEM NUMBER: B-4
DATE: 4/17/24
ATTACHMENT: 3
Page 43 of 44
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$ 498,385.17$ 388,893.34$ 609,246.66$ 2,121,383.57$
Fiscal Year 2023 *625,917.25$ 470,541.39$ 347,201.52$ 583,045.37$ 2,026,705.53$
Fiscal Year 2024 *671,002.30$ 492,986.88$ -$ -$ 1,163,989.18$
* 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: 4/17/24
ATTACHMENT: 4
Page 44 of 44