HomeMy WebLinkAboutTBID_2024-05-15_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 54
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, May 15, 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 – April 17, 2024
▪ Recommendation: ATBID Advisory Board approve the April 17, 2024, Regular
Meeting Draft Action Minutes. [City Staff]
B. BUSINESS ITEMS:
1. “Christmas at the Ranch” Santa Margarita 2024 Event Sponsorship Application
▪ Fiscal Impact: Up to $7,500.
▪ Recommendation: ATBID Advisory Board review and provide staff direction on
the sponsorship request for the December 2024 “Christmas at the Ranch” Santa
Margarita event. [Santa Margarita Ranch]
2. Central Coast Craft Beer Festival 2024 Event Recap & 2025 Event Sponsorship
Renewal Request
▪ Fiscal Impact: Up to $5,000.
▪ Recommendation: ATBID Advisory Board:
1. Receive and file recap of marketing results of the March 2024 Central
Coast Craft Beer Festival.
2. Approve sponsorship renewal request for the March 2025 Central Coast
Craft Beer Festival [En Fuego Events]
3. Central Coast Cider Festival 2024 Event Update
▪ Fiscal Impact: None.
▪ Recommendation: ATBID Advisory Board receive and file update of the Central
Coast Cider Festival marketing and event update for August 2024.
4. Visit SLO CAL Sojern Review & 2024-25 Co-op Opportunity
▪ Fiscal Impact: Up to $10,000
▪ Recommendation: ATBID Advisory Board:
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1. Review performance results of the Visit SLO CAL Sojern Co-op program.
2. Review and provide staff direction on the upcoming 2024-2025 SLO CAL
Sojern Co-op opportunity. [Visit SLO CAL/Verdin] 5. 2024-2025 ATBID Annual Assessment
▪ Recommendation: ATBID Advisory Board receive and file the 2024-2025 Annual
Assessment for Visit Atascadero. [City]
▪ Fiscal Impact: None.
6. Budget Overview and Monthly Report
▪ Fiscal Impact: None.
▪ Recommendation: ATBID Advisory Board receive and file the Budget Overview
and Monthly Report. [City/Verdin]
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. Atascadero Chamber of Commerce Passport Program (June or August 2024)
F. ADJOURNMENT:
Page 3 of 54
ITEM NUMBER: A-1
DATE: 5/15/24
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
Wednesday, April 17, 2024, at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Room 202
Atascadero, California
CALL TO ORDER:
Chairperson Harden called the meeting to order at 2:34 P.M.
ROLL CALL:
Present: Board Member Amar Sohi, Vice Chairperson Corina Ketchum, and
Chairperson Patricia Harden
Vacant: One vacancy
Absent: Board Member Tom O’Malley
Staff Present: Director of Community Services & Promotions Terrie Banish and
Administrative Assistant/Deputy City Clerk Dillon James
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address
the Board on any matter not on this agenda and over which the Board has jurisdiction.
Speakers are limited to three minutes. Please state your name for the record before making
your presentation. The Board may take-action to direct the staff to place a matter of business
on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless
changed by the Board.
Chairperson Harden opened the Public Comment period.
The following citizens provided public comment: None.
Chairperson Harden closed the Public Comment period.
A. CONSENT CALENDAR
1. ATBID Advisory Board Draft Action Minutes – March 20, 2024
▪ Recommendation: ATBID Advisory Board approve the March 20, 2024, Regular
Meeting Draft Action Minutes. [City Staff]
MOTION BY: Ketchum
SECOND BY: Sohi
1. Approve consent calendar.
AYES (3): Sohi, Ketchum, and Harden
VACANT (1)
ABSENT (1): O’Malley
Passed 3-0
Page 4 of 54
ITEM NUMBER: A-1
DATE: 5/15/24
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]
Mary Verdin with Verdin Marketing presented this item and answered questions from the
Advisory Board. Riley Grim and Devan Spiegel also answered questions from the Advisory
Board.
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: None.
Chairperson Harden closed public comment.
MOTION BY: Sohi
SECOND BY: Ketchum
1. Approve proposed Marketing Scope of Work and approve fourth out of four one-
year contract extensions for Verdin Marketing Services in the 2024-2025 fiscal
year.
AYES (3): Sohi, Ketchum, and Harden
VACANT (1)
ABSENT (1): O’Malley
Passed 4-0
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. [Visit SLO CAL/Verdin]
Matt Halvorson with Visit SLO CAL 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: Mary Verdin, Sarah Maggelet,
and Jeffrey Lemus.
Chairperson Harden closed public comment.
MOTION BY: Ketchum
SECOND BY: Sohi
1. Approve 2024-2025 Visit SLO CAL Co-op Opportunities up to $27,750.
AYES (3): Sohi, Ketchum, and Harden
VACANT (1)
Page 5 of 54
ITEM NUMBER: A-1
DATE: 5/15/24
ABSENT (1): O’Malley
Passed 3-0
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]
Director of Community Services & Promotions Terrie Banish presented this item and
answered questions from the Advisory Board. Mary Verdin also 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 Quarterly Marketing Report was received and filed.
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 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: Matt Halvorson.
Chairperson Harden closed public comment.
The Budget Overview and Monthly Report was received and filed.
C. UPDATES:
1. Visit SLO CAL Board and Marketing Committee updates. [Visit SLO CAL/Marketing
Committee liaisons]
2. Marketing Update. [Verdin Marketing]
3. City Business and Administrative Update. [City Manager’s Office]
D. BOARD MEMBER COMMENTS: None.
E. FUTURE AGENDA ITEMS:
1. Central Coast Cider Festival Event Update. (May)
2. 2024-2025 ATBID Annual Assessment. (May)
Page 6 of 54
ITEM NUMBER: A-1
DATE: 5/15/24
F. ADJOURNMENT
Chairperson Harden adjourned the meeting at 4:15 P.M.
MINUTES PREPARED BY:
______________________
Dillon James
Deputy City Clerk
APPROVED:
Page 7 of 54
ITEM NUMBER: B-1
DATE: 5/15/24
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
“Christmas at the Ranch”
Santa Margarita
2024 Event Sponsorship Application
RECOMMENDATION:
ATBID Advisory Board review and provide staff direction on the sponsorship request for
the December 2024 “Christmas at the Ranch” Santa Margarita event.
DISCUSSION:
In 2023, Santa Margarita Ranch and American General Media hosted the inaugural
“Christmas at the Ranch,” complete with the enchanting Pacific Coast Railroad’s Jungle
Bell Express pulling in the Polar Express theming and adding all of the fun elements to
the holiday season. From visiting Santa’s Barn to sipping hot cocoa and adding to the
experience a magic show, the event was the hit of the County and the place to visit
through the month of December.
The popularity of the event continued in sales results, that captured over 8,400 people
that resulted in the following results from ticket sales representing 15% from out of the
county: Atascadero City: 1,339; SLO County: 6,600; Southern California: 450; Northern
California: 230; Central California: 280; Out of State: 19.
This event provides both the event promoter and the ATBID lodging community an
opportunity to form a partnership in the early stages of the event’s popularity to grow to
a bigger attraction for our area during the holiday season. Event dates kick off Fridays
and Saturdays from November 29 through December 21 and one Sunday, December
22.
FISCAL IMPACT:
Up to $7,500.
ATTACHMENTS:
1. Christmas at Santa Margarita Ranch 2024 Event Sponsorship Application
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ITEM NUMBER: B-2
DATE: 5/15/24
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Craft Beer Festival 2024 Event Recap &
2025 Event Sponsorship Renewal Request
RECOMMENDATIONS:
ATBID Advisory Board:
1. Receive recap of marketing results of the March 23, 2024, Central Coast Craft
Beer Festival.
2. Provide staff direction on sponsorship request for the March 22, 2025, Central
Coast Craft Beer Festival.
DISCUSSION:
The Central Coast Craft Beer Festival occurred on March 23, 2024, marking the sixth
year in a row that the festival took place in Downtown Atascadero. The event was
approved by the ATBID Advisory Board in May 2023. This event is in conjunction with
SLO Beer Fest week held the last week of March each year.
The Central Coast Craft Beer Festival event team will provide an update of the event with
the number of tickets sold, marketing efforts, and the geography of attendees.
In addition, the Central Coast Craft Beer Festival will be placing a new special event
request for March 22, 2025, to take place again in the Sunken Gardens. This will mark
the sixth annual event held in the Sunken Gardens in Downtown Atascadero.
FISCAL IMPACT:
$5,000.
ATTACHMENT:
1. 2024 Central Coast Craft Beer Festival Event Recap
2. ATBID Event Support Application – CCCBF 2025
Page 19 of 54
1
The Atascadero Tourism Business Improvement District (TBID) was established to promote
Atascadero as an overnight destination. The mission of the Atascadero TBID is to
encourage visitors to discover what makes Atascadero a simply genuine travel destination
resulting in increased revenue for the local community.
We appreciate the efforts of community partners to design events that attract visitors to
Atascadero and would like to offer our support of those events that align themselves with
the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing
efforts are set aside each year to help maximize the effect of these efforts. If you would like
to be considered for support, please complete the following application. The application
must be received at least 6 months in advance of the funding deadline to request
support from the Atascadero TBID. Unfortunately, we are unable to provide assistance
for all events, but please know each request will be considered thoroughly.
Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and
authentic outdoor recreation, culinary adventures, and welcoming hospitality.
In order to qualify for event sponsorship, your organization must meet the following
requirements or provide a three-year plan detailing how you will ultimately meet these
requirements:
1. Support the Visit Atascadero mission
2. Attract visitors from outside San Luis Obispo County
3. Encourage overnight stays of one night or more
4. Obtain the necessary ABC permits, law enforcement approval, city permits, safety
guidelines, and any additional documents needed for the event
5. Provide a detailed event budget and marketing plan
6. Provide post-event metrics which show positive effect on Atascadero tourism
In addition to these requirements, ATBID Board will consider the following factors:
1. Does event support Visit Atascadero objectives?
2. Will event be held during off-season (January – March)?
3. Is event new or existing? If existing, how was previously awarded money spent?
4. What is the three-year growth plan for the event?
5. Is there statistical data on the demographic status of your attendees or targeted
attendees?
6. Can the organization prove complete fiduciary responsibility of all event expenses?
7. Do your event organizers and attendees garner influence and have the ability to
promote Atascadero tourism?
Please submit application and all additional documents by email to Terrie Banish at
tbanish@atascadero.org in a PDF format. You will receive a confirmation that we have
received the application. Typically, we ask that event planners attend a Board Meeting to
present their event to the Board which provides an opportunity to ask questions. Atascadero
TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30
p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
ITEM NUMBER: B-1
DATE:05/17/23
ATTACHMENT: 2
Page 20 of 54
2
Event Sponsorship Requirements Checklist
The following requirements must ALL be met in order to qualify for sponsorship and
receive funding. Please be sure to carefully read and submit all necessary
documentation and information.
Complete application and submit at least 6 months prior to event
Include requested sponsorship amount in application
Select eligible event tier and describe how your event meets qualification
Provide event budget with line items detailing how sponsorship funding will be
used
Provide a detailed marketing plan
Include a financial statement from your organization – applicant must be able to
demonstrate financial accountability for event expenses
Describe all sources of event income and additional sponsorships that have been
secured
If requested, attend an ATBID Board Meeting to provide event presentation
If awarded event sponsorship funding, plan to attend two ATBID Board Meetings:
o Provide planning progress update at least two months prior to event
o Provide an event recap detailing attendance, marketing efforts and results,
impact on Atascadero tourism and future plans
ITEM NUMBER: B-1
DATE:05/17/23
ATTACHMENT: 2
Page 21 of 54
3
Event Support Application Form
Requesting Organization: Central Coast Brewers Guild
Contact: Andres Nuno Phone Number: 805-448-7070
Email: info@surfbeerfest.com Mailing Address: 1072 Casitas Pass Rd. #232
City, State, Zip: Carpinteria, CA 93013
Name of Event: Central Coast Craft Beer Fest 2025
Event Description: The Central Coast Craft Beer Festival had its best year in 2024
and continues to attract guests locally and outside of the area. It features over 55
independently owned craft breweries, seltzers, ciders, kombucha and more.
Event Dates/Times: Saturday, March 22nd, 2025
Is event located in Atascadero? XYes No
Venue Name: Sunken Gardens Venue Location: Sunken Gardens
Event Website: CentralCoastCraftBeerFest.com
Are you receiving in-kind or financial support from the City of Atascadero?
Yes No
Total Anticipated Attendees: 2,500 Portion from Outside SLO County: 35%
Is this the first year the event will take place? Yes No
If this event has taken place previously, please provide historical data including
attendance numbers: This will be our sixth annual event and we continue to increase
our ticket sales year after year!
X
x
ITEM NUMBER: B-1
DATE:05/17/23
ATTACHMENT: 2
Page 22 of 54
4
Are tickets sold for your event? If so, please provide the price per ticket and any
package opportunities. VIP Tickets - $60 / GA Tickets - $50 / DD - $20
Crowd Control Safety Plan Details: We will work with Mille Security.
Will the event require an ABC Permit? Yes
Has a City permit been issued for your event or contracted the venue for your
event date? Yes No
Describe how the event supports Visit Atascadero’s mission and goals: We strive
to bring breweries in early to spend 2 nights with us and our marketing is aimed at
bringing in guests from outside of San Luis Obispo County.
Select eligible event tier for your event (eligibility is based on one or more
qualifying factors and additional considerations):
x
Additional details about eligible event tier qualification:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Tier 1
Tier 2
Tier 3 x
x
•Attracts 1,500+ attendees
•At least 35-40% of target market is out-of-town visitors
•Marketing campaigns reach at least 1,000 subscribers
•Event encourages multi-night stay in Atascadero
•Attracts 750+ attendees
•At least 25-30% of target market is out-of-town visitors
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Attracts 750 or less attendees
•Marketing message encourages visiting Atascadero
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Event appears sustainable and offers growth potential in number of
days and/or attendance to grow to Tier 2
Total Support =
Up to $10,000
Total Support =
Up to $7,500
Eligible for
In-kind Support
ITEM NUMBER: B-1
DATE:05/17/23
ATTACHMENT: 2
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______________________________________________________________________
______________________________________________________________________
Support Request (desired monetary amount or in-kind marketing support):
We are hoping to once again get the $7,500 sponsorship that we got in 2024. As this
event continues to grow, so do our overall operating costs. Nearly all of our vendors
have increased their rates and we don’t want to have to increase our ticket costs to
offset that.
Detail how awarded funding will be utilized, include any in-kind or additional
support provided by Visit Atascadero (feel free to attach additional sheets as
needed).
Event Item Amount
Social Media Marketing $1,000
Print and Radio Marketing $2,000
Glassware $3,500
Please include all sources of income that have been secured and those that are
being solicited to support event (feel free to attach additional sheets as needed).
Income Source Amount
ITEM NUMBER: B-1
DATE:05/17/23
ATTACHMENT: 2
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Please describe your paid advertising and the outlets you plan to utilize. Include
the amount you plan to spend with each outlet or provide a copy of your
marketing plan.
Media Outlet &
Geographic Location of
advertising
Type & Frequency Cost of Advertising
Santa Maria Sun Print / Weekly
American General Media Radio / 2 Weeks
5,000 Coasters 30 Days
Posters 30 Days
Please share your intended public relations outreach.
We will work with the City to put out a Press Release and work with local media to get
coverage of the event.
ITEM NUMBER: B-1
DATE:05/17/23
ATTACHMENT: 2
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How will your organization recognize Visit Atascadero’s support (including but
not limited to promotional materials, website, and at the event)?
You are the main logo on all of our marketing material, as well as on our glassware.
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
We will continue our strong partnerships with our lodging partners (Holiday Inn Express;
SpringHill Suites, and The Carlton). We also plan to continue our Super Mega Giveaway
where we choose 2 winners to spend 2 nights in Atascadero, join us at our Brewers
Party and get 2 VIP tickets!
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
ITEM NUMBER: B-1
DATE:05/17/23
ATTACHMENT: 2
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Rules and Regulations for Event Coordinators
• Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
• Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
• Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
• Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
• Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero
logo included on event marketing materials like glassware) if event support from the
ATBID Board totals $7,500 or more.
• Please also reference the Expectations of Event Organizer by Tier to ensure you are
correctly and accurately recognizing Visit Atascadero’s support. It is the
responsibility of the event organizer to follow up with Visit Atascadero for necessary
branding pieces needed to fit the promotion requirements.
• Funding will be invoiced in sections based on promotion compliance and specific
event expectations. Funding percentages and invoice timelines will be determined in
advance between the Atascadero TBID Board and the event organizer.
***Please include a detailed event budget and marketing strategy. Feel free to attach
additional information for consideration with application.
***You must submit copies of additional required documents two weeks prior to event.
The Atascadero TBID Board reserves the right to withdraw funding if the appropriate
documents are not obtained for the event.
You must acknowledge and agree to the rules and regulations on Page 9.
IMPORTANT: Future ATBID event sponsorship funding requests may be affected
should any discrepancies, including, but not limited to, event application, planning,
marketing materials or website, be brought to ATBID’s attention.
ITEM NUMBER: B-1
DATE:05/17/23
ATTACHMENT: 2
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Cancellation Policy: Should the event not take place as presented and scheduled;
event coordinators are required to reimburse the ATBID for sponsorship support. If the
event is cancelled by the Event Coordinator because of sickness, accidents, riots,
strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions
beyond either party’s control, the Event Coordinator agrees to provide a financial report
showing the current status of funds used. The ATBID Board will follow the official event
cancellation protocol and will determine the fund quantity to either be refunded or rolled
forward to future events based on the financial report.
Applicant Signature: Andres Nuno
Date: 5/9/24
In case of questions or the need for clarification, please contact the Destination
Liaison, Terrie Banish at tbanish@atascadero.org.
ITEM NUMBER: B-1
DATE:05/17/23
ATTACHMENT: 2
Page 28 of 54
ITEM NUMBER: B-3
DATE: 5/15/24
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Cider Festival Event Update
RECOMMENDATION:
ATBID Board receive and file 2024 Central Coast Cider Festival Event Update.
DISCUSSION:
The Central Coast Cider Festival would like to take the opportunity to update the ATBID
Advisory Board on the progress and promotions that have taken place to promote and
move the event from being at the Pavilion on the Lake in August 2023 to its upcoming
new location in Sunken Gardens for August 24, 2024.
The Central Coast Cider Festival has teamed up with En Fuego Events and will be
providing an oral presentation as an event update at the May ATBID meeting.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 29 of 54
ITEM NUMBER: B-4
DATE: 5/15/24
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit SLO CAL Sojern Review & 2025 Co-op Opportunity
RECOMMENDATION:
ATBID Advisory Board:
1. Review performance results of the Visit SLO CAL Sojern Co-op program.
2. Review and provide staff direction on the upcoming 2024-2025 Visit SLO CAL Sojern
Co-op opportunity. [Visit SLO CAL/Verdin]
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.
The Sojern Co-op has been brought back to the ATBID Advisory Board for the May meeting
to be able to review the success of the current campaign and decide whether to continue
with the new campaign in 2024-2025.
FISCAL IMPACT:
Up to $10,000.
ATTACHMENT:
1. 2024-25 Sojern Co-op Summary.
Page 30 of 54
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-4
DATE: 5/15/24
ATTACHMENT: 1
Page 31 of 54
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-4
DATE: 5/15/24
ATTACHMENT: 1
Page 32 of 54
ITEM NUMBER: B-5
DATE: 5/15/24
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
2024-2025 ATBID Annual Assessment
RECOMMENDATION:
ATBID Advisory Board receive and file the 2024-2025 Annual Assessment for Visit
Atascadero.
DISCUSSION:
Each year, the ATBID Annual Assessment is brought before City Council to approve the
ATBID Annual Report and adopt the Draft Resolution declaring the intent to levy an
annual Business Assessment on the lodging businesses with within the Atascadero
Tourism Business Improvement District and set a public hearing date at the first City
Council meeting in June.
The City of Atascadero established the Atascadero Tourism Business Improvement
District (ATBID) to levy annual assessments under the Parking and Business
Improvement Area Law of 1989, by adopting Title 3, Chapter 16 of the Atascadero
Municipal Code in April 2013. The activities to be funded by the assessments, on lodging
businesses within the ATBID, are tourism promotions and marketing programs to promote
the City as a tourism destination. The formation and operation of a Tourism Business
Improvement District is governed by the California Streets & Highways Code
(Section 36500 et. Seq.). The budget for the ATBID is submitted in conjunction with the
City’s annual budget.
The City Council appointed ATBID Advisory Board Members to serve at the pleasure of
the Council. The Advisory Board is made up of lodging business owners or employees,
or other representatives holding the written consent of a lodging business owner within
the ATBID area.
The Streets & Highways Code requires that the Advisory Board provide a specific report
to the City Council annually for the expenditure of funds derived from the assessment
paid by lodging businesses within the City. The annual report must identify: (1) proposed
activities, programs and projects for the fiscal year; (2) the approximate cost of such
activities, programs and projects for the fiscal year; (3) the amount of surplus or deficit
revenues carried over from a previous fiscal year; and (4) contributions received other
than assessments. The annual report must meet the requirements of the California
Streets and Highway Code §36533. The City Council may approve the report as filed or
may modify any particular contained in the report and approve it as modified.
Page 33 of 54
ITEM NUMBER: B-5
DATE: 5/15/24
City staff previously budgeted $419,890 for total ATBID expenses in fiscal year 2023-
2024. Staff estimates that expenditures will be under budget at $399,500 for fiscal year
2023-2024, due to the new website upgrades not taking place in the current year.
The amount of the ATBID fund balance as of June 30, 2024, is projected to be $716,260,
an increase of approximately $47,840 from the prior fiscal year’s end balance of
$668,422. Staff further budgets an estimated ATBID fund balance for June 30, 2025, as
$725,980.
The Annual Report includes the above assumptions. Staff recommends the Council
approve the Annual Report, adopt the Resolution of Intention, and set a date and time for
a public hearing. The purpose of the public hearing is to receive public comment prior to
the assessment being collected. Staff is proposing that the hearing be conducted at the
regular City Council meeting scheduled for June 11, 2024.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Draft Resolution
2. ATBID Annual Report
Page 34 of 54
ITEM NUMBER: B-5
DATE:
ATTACHMENT:
5/15/24
1
DRAFT RESOLUTION
RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
ATASCADERO, CALIFORNIA, DECLARING ITS INTENTION TO LEVY
AN ANNUAL ASSESSMENT ON LODGING BUSINESSES WITHIN THE
ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT,
PURSUANT TO STREETS & HIGHWAYS CODE SECTION 36500 ET.SEQ.
WHEREAS, the City of Atascadero (“City”) has formed the Atascadero Tourism Business
Improvement District, pursuant to Section 26500 of the Streets & Highways Code of the State of
California; and
WHEREAS, the City Council has received an annual report pursuant to Section 36533 of
said Code; and
WHEREAS, the City Council has approved said report and is required to adopt a
resolution of intention pursuant to Section 36534.
NOW, THEREFORE BE IT RESOLVED, by the City Council of the City of
Atascadero:
SECTION 1. The City Council hereby declares its intent to levy and collect assessments
within the Atascadero Tourism Business Improvement District for Fiscal Year 2024-2025.
SECTION 2. The ATBID includes all of the lodging businesses, including hotels, motels,
bed and breakfasts, and each business defined as a “hotel” in Section 3-3.02 of Chapter 3
(Transient Occupancy Tax) of the Atascadero Municipal Code (“Lodging Businesses”) within the
corporate boundaries of the City.
SECTION 3. The activities to be funded by the levy of assessments against Lodging
Businesses within the ATBID are tourism promotions and marketing programs to promote the City
as a tourism destination and projects, programs, and activities that benefit Lodging Businesses
located and operating within the boundaries of the ATBID. The proposed activities will primarily
be targeted at increasing transient stays at Lodging Businesses.
SECTION 4. The City Council sets June 11, 2024, as the date of the public hearing on the
levy of assessments. The public hearing will be held at 6:00 p.m. or as soon thereafter as practicable,
in the City of Atascadero Council Chambers, 6500 Palma Ave., Atascadero, California 93422.
SECTION 5. A protest may be made orally or in writing by any owner of a Lodging
Business that is within the ATBID boundaries and subject to the ATBID assessment. Written
protests must be received by the City Clerk, City of Atascadero, before the close of the public
hearing and may be delivered or mailed to the City Clerk, Atascadero, 6500 Palma Ave.,
Atascadero, California 93422. A written protest may be withdrawn in writing at any time before
the conclusion of the public hearing.
Page 35 of 54
ITEM NUMBER: B-5
DATE:
ATTACHMENT:
5/15/24
1
SECTION 6. Further information regarding the proposed ATBID may be obtained from
the City Manager’s Office, City of Atascadero, 6500 Palma Ave., Atascadero, CA 93422.
SECTION 7. The City Clerk is directed to provide notice of the public hearing on the
proposed ATBID by causing this resolution to be published once in a newspaper of general
circulation in the City not less than seven days before said hearing.
PASSED AND ADOPTED at a regular meeting of the City Council held on the ___th day
of _____, 2024.
On motion by Council Member _________ and seconded by Council Member _______,
the foregoing Resolution is hereby adopted in its entirety on the following roll call vote:
AYES:
NOES:
ABSENT:
ADOPTED:
CITY OF ATASCADERO
___________________________________
Heather Moreno, Mayor
ATTEST:
___________________________________
Lara K. Christensen, City Clerk
Page 36 of 54
ITEM NUMBER: B-5
DATE:
ATTACHMENT:
5/15/24
2
ATBID Annual Report
Fiscal Year 2024-2025
(Pursuant to Streets & Highways Code Section 36533)
1. Proposed activities, programs and projects for the fiscal year:
• Contract Services
o Marketing Firm
o Administration Services
• Marketing Plan
• Maintenance of Visual Assets
o Photography & Content
o Creative Services
• Digital Marketing
o Website Content & Updates (i.e., Visit Atascadero; SLO CAL)
o Social Media
• Advertising
o Print & Promotional Items
o Digital
o Reactive & Co-op Opportunities
• Public Relations
o Group FAM (familiarization tours for journalists, tour operators and
meeting & event coordinators)
o Individual Journalist Hosted Itineraries; Attend conferences.
o Press Releases
• Tour & Travel
o Collaboration with CCTC FAMs
o Collaboration with Visit CA FAMs
o Collaboration with SLO CAL FAMs
• Consumer Outreach
o Event Sponsorships Opportunities
o Event Marketing
o Email Marketing
• Administration of TBID fund
2. Approximate cost of such activities, programs and projects for the fiscal year is
projected to be $399,500.
3. Amount of fund balance as of June 30, 2024, is projected to be $716,260.
4. Estimated fund balance for June 30, 2025, is budgeted at $725,980.
5. Contributions received other than assessments:
• Estimated interest income of $19,400 for fiscal year 2023/24.
• Estimated interest income for fiscal year 2024/25 is budgeted at $19,790.
Page 37 of 54
ITEM NUMBER: B-6
DATE: 5/15/24
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 March 2024. The Transient Occupancy Tax (TOT) report is also
provided, showing TOT revenues to date through May 8, 2024. The overall 2023-2025
ATBID Budget Worksheet detail is included as a reference.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. ATBID Expenditure Detail Report (FY 23-24)
2. ATBID Summary 23-24
3. ATBID Tourism Report – Transient Occupancy Tax Revenues (5.8.24)
Page 38 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6000000 Operating Services and Supplies
0000.6050000 Office Expense
0000.6050000 Office Expense 0.00 0.00 250.000.00250.00 0.00
0000.6052053 Letterhead/Envelopes 0.00 0.00 0.000.000.00 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 -80.620.00
0000.6053090 Office Supplies- Other 0.00 0.00 0.000.000.00 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 -1.050.00
Total Office Expense 32.6781.67 81.67 0.00 168.33250.00
0000.6070000 Advertising
0000.6070000 Advertising 0.00 0.00 175,000.000.00175,000.00 0.00
0000.6077025 Digital Media Advertising 0.00 0.00 0.000.000.00 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-6
DATE: 5/15/24
ATTACHMENT: 1
Page 39 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6077025 Digital Media Advertising (Continued)
-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-6
DATE: 5/15/24
ATTACHMENT: 1
Page 40 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6077025 Digital Media Advertising (Continued)
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-6
DATE: 5/15/24
ATTACHMENT: 1
Page 41 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6077025 Digital Media Advertising (Continued)
10,483.49 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
11,379.41 2/29/2024 ap IN 11722
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 177892
4Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 42 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6077025 Digital Media Advertising (Continued)
-11,379.41 2/29/2024 po LI 11722
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
154.95 3/1/2024 ap IN 16922
235Line Description: WEBSITE MAINTENANCE
Vendor: 07343 CLEVER CONCEPTS, INC. Check # 177396
11,194.67 3/31/2024 ap IN 11768
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 177892
-11,194.67 3/31/2024 po LI 11768
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
73,642.05 73,642.05 0.000000.6077025 Digital Media Advertising 37,507.50 -111,149.550.00
0000.6077060 Advertising 0.00 0.00 0.000.000.00 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
5Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 43 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6077060 Advertising (Continued)
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
-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
6Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 44 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6077060 Advertising (Continued)
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
1,228.32 3/31/2024 ap IN 11769
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 177892
-1,228.32 3/31/2024 po LI 11769
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 177892
39,876.54 39,876.54 0.000000.6077060 Advertising 2,473.46 -42,350.000.00
Total Advertising 87.71113,518.59 113,518.59 39,980.96 21,500.45175,000.00
0000.6400000 Operating Supplies
0000.6402040 Food for Events / Meetings 0.00 0.00 0.000.000.00 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
7Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 45 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
Total Operating Supplies 0.00 0.00
0000.6500000 Contract Services
0000.6500000 Contract Services 0.00 0.00 172,500.000.00172,500.00 0.00
0000.6501125 Promotions Consultants 0.00 0.00 0.000.000.00 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
8Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 46 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6501125 Promotions Consultants (Continued)
-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
9Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 47 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6501125 Promotions Consultants (Continued)
7,582.50 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
10,462.50 2/29/2024 ap IN 11722
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 177892
-10,462.50 2/29/2024 po LI 11722
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
9,615.00 3/31/2024 ap IN 11768
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 177892
10Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 48 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6501125 Promotions Consultants (Continued)
-9,615.00 3/31/2024 po LI 11768
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
615.00 3/31/2024 ap IN 11769
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 177892
-615.00 3/31/2024 po LI 11769
235Line Description: DESTINATION MARKETING SERVICES
Vendor: 06479 VERDIN Check # 0
86,092.50 86,092.50 0.000000.6501125 Promotions Consultants 3,907.50 -90,000.000.00
0000.6509010 Other Professional Services 0.00 0.00 0.000.000.00 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
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 -13,749.980.00
0000.6509032 Additional Promotional Services 0.00 0.00 0.000.000.00 0.00
11Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 49 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6509032 Additional Promotional Services (Continued)
-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
7,500.00 12/12/2023 ap IN 12122023
235Line Description: AT HER TABLE 2024 EVENT
Vendor: 09315 ECOLOGISTICS, INC. Check # 176644
12Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 50 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
0000.6509032 Additional Promotional Services (Continued)
10,000.00 1/23/2024 ap IN 1154
235Line Description: 2024 BOVINE CLASSIC GRAVEL RID
Vendor: 08979 LOCOMOTIV PERFORMANCE COACHING Check # 177440
7,500.00 3/18/2024 ap IN INV0318
235Line Description: CCCBF SPONSORSHIP
Vendor: 07864 CENTRAL COAST BREWERS GUILD Check # 177535
72,500.00 72,500.00 0.000000.6509032 Additional Promotional Services 0.00 -72,500.000.00
Total Contract Services 102.17172,342.48 172,342.48 3,907.50 -3,749.98172,500.00
0000.6600000 Professional Development
0000.6600000 Professional Development 0.00 0.00 8,000.000.008,000.00 0.00
0000.6605010 Local Chapter Dues 0.00 0.00 0.000.000.00 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 -475.000.00
Total Professional Development 5.94475.00 475.00 0.00 7,525.008,000.00
0000.6740000 Business Development
Total Business Development 0.000.00 0.00 0.00 0.000.00
0000.6900000 Department Service Charges
0000.6900000 Administration 0.00 0.00 4,140.000.004,140.00 0.00
Total Department Service Charges 0.000.00 0.00 0.00 4,140.004,140.00
Total Operating Services and Supplies 91.78286,417.74 286,417.74 43,888.46 29,583.80359,890.00
0000.7000000 Special Purchases, Projects, and Studies
0000.7800000 Community Funding
0000.7805029 Opportunities Fund 0.00 0.00 60,000.000.0060,000.00 0.00
13Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 51 of 54
05/08/2024
CITY OF ATASCADERO
4:53PM
expdetl.rpt Expenditure Detail Report
07/01/2023 through 03/31/2024
Periods: 0 through 9
Atascadero Tourism Bus Improv Dist235
Atascadero Tourism Bus Improv Dist Fund635
Atascadero Tourism Bus Improv Dist0000
Prct
UsedBalance
Year-to-date
Encumbrances
Year-to-date
ExpendituresExpenditures
Adjusted
Appropriation
Account Number
Total Special Purchases, Projects, and Studies 0.00 0.00
78.66286,417.74 286,417.74 43,888.46 89,583.80419,890.00Total Atascadero Tourism Bus Improv Dist
Grand Total 286,417.74 286,417.74 78.6643,888.46 89,583.80419,890.00
14Page:
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 1
Page 52 of 54
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 03/31/2024 2023-2024
REVENUES
41530.6300 Taxes and Assessments 278,184$ 224,609$ 277,287$ 409,652$ 431,401$ 233,583$ 414,120$
45920.0003 Assessment Penalties - 133 - 933 3,904 354 -
46110.0000 Investment Earnings 9,631 10,720 2,027 (11,341) 2,966 - 19,400
Total Revenue 287,815 235,462 279,314 399,244 438,271 233,937 433,520
EXPENSES
6050000 Office Expense - - - 264 - 82 250
6070000 Advertising 178,720 120,110 43,142 127,366 126,556 113,519 175,000
6400000 Operating Supplies - - - - - - -
6500000 Contract Services **143,482 120,525 106,295 143,436 163,051 179,217 172,500
6600000 Professional Development 425 - - 731 - 475 8,000
6740000 Business Development - - - - - - -
6900000 Administration 2,782 2,246 2,774 4,106 4,353 2,339 4,140
7805029 Opportunities Funding - - - - - - 60,000
Total Expenses 325,408 242,881 152,211 275,903 293,960 295,632 419,890
NET INCOME/(LOSS)(37,593) (7,419) 127,103 123,341 144,311 (61,695) 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$ 606,727$ 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
Central Coast Brewer's Guild 7,500
Destination Marketing Services 86,093
Administrative Services Fee 20,624
179,217$
Atascadero Tourism Business Improvement District (ATBID) Fund
5/8/2024
ITEM NUMBER: B-6
DATE: 5/15/24
ATTACHMENT: 2
Page 53 of 54
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$ 493,046.04$ 1,485.44$ -$ 1,165,533.78$
-$
* 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-6
DATE: 5/15/24
ATTACHMENT: 3
Page 54 of 54