HomeMy WebLinkAboutTBID_2025_08_20_MinutesAtascadero Tourism Business Improvement District Advisory Board
August 20, 2025
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CITY OF ATASCADERO
ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT AGENDA
MEETING MINUTES
Wednesday, August 20, 2025, at 1:00 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Harden called the meeting to order at 12:59 P.M.
ROLL CALL:
Present: Board Members Clint Pearce, Amar Sohi, Sarah Maggelet, Chairperson
Harden
Vacant: Board Member
Absent: None
Staff Present: Terrie Banish, Director Community Services & Promotions, Ashley Zamora
Recreation Coordinator and City Manager Jim Lewis
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: Karen McNamara and Ashley McPhall.
(Exhibit A)
Chairperson Harden closed public comment.
PRESENTATION:
1. SLO County Supervisor Update
District 5 County Supervisor, Heather Moreno
A. CONSENT CALENDAR:
1. ATBID Board Draft Action Minutes – June 18, 2025, Regular Meeting Minutes
▪ Recommendation: ATBID Advisory Board approve the June 18, 2025, Regular Meeting
Draft Action Minutes. [City]
MOTION BY: Sohi
SECOND BY: Pearce
1. Approve Consent Calendar.
AYES (4): Sohi, Pearce, Maggelet, Harden
ABSENT (0): None
VACANT (1): Board Member
Atascadero Tourism Business Improvement District Advisory Board
August 20, 2025
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Passed 4-0
B. BUSINESS ITEMS:
1. Board Member Vacancy for the 2025-2026 One-Year Term
▪ Fiscal Impact: None.
▪ Recommendation: ATBID Advisory Board discuss and provide staff direction to
recommend a hotel lodging owner Board Member to fill vacancy for the 2025-2026
One-Year Term. [City]
Director Banish presented the item and candidate Christopher Oh with Carlton Hotel answered
questions for the Advisory Board. (Exhibit A)
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: Maggelet
1. The Advisory Board motioned to approve Christopher Oh to fill vacancy of hotel lodging
owner Board Member for the 2025-2026 One-Year Term.
AYES (4): Sohi, Pearce, Maggelet, Harden
ABSENT (0)
VACANT (1): Board Member
Passed 4-0
2. Election of Chairperson and Vice Chairperson for the Atascadero Tourism Business
Improvement District (ATBID) Advisory Board for the 2025-2026 Fiscal Year Term
▪ Fiscal Impact: None.
▪ Recommendation: ATBID Board to elect one member to serve as Chairperson and one
member to serve as Vice Chairperson for the ATBID Advisory Board for the 2025-2026
fiscal year term. [City]
Director Banish presented the item and 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: Pearce
Atascadero Tourism Business Improvement District Advisory Board
August 20, 2025
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SECOND BY: Harden
1. The Advisory Board motioned to elect Patricia Harden to serve as Chairperson and
Amar Sohi to serve as Vice Chairperson for the ATBID Advisory Board for the 2025-2026
fiscal year term.
AYES (4): Sohi, Pearce, Maggelet, Harden
ABSENT (0)
VACANT (1) Board Member
Passed 4-0
3. Quarterly Marketing Report Recap & Annual Review
▪ Fiscal Impact: None.
▪ Recommendation: ATBID Advisory Board to receive and file Verdin Marketing’s Quarterly
Marketing Report for Q4 2025 and Annual Review for FY24-25. [Verdin Marketing/ City]
Ashlee Akers with Verdin Marketing presented the item and answered questions from the Advisory
Board. (Exhibit B)
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: None.
Chairperson Harden closed public comment.
The Board received and filed Verdin’s Marketing’s Quarterly Report.
4. 2025-2026 Marketing Plan & Paid Media Strategy
▪ Fiscal Impact: $265,000 in budgeted funds.
▪ Recommendation: ATBID Advisory Board to discuss and provide staff direction for the
2025-2026 Marketing Plan & Paid Media Strategy for Visit Atascadero. [Verdin]
Ashlee Akers with Verdin Marketing presented the item and 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.
The Board received and filed the 2025-2026 Marketing Plan & Paid Media Strategy for Visit
Atascadero. The funds have been budgeted.
5. SLO CAL Spartan Race Lodging Partner Program Opportunity
▪ Fiscal Impact: None.
Atascadero Tourism Business Improvement District Advisory Board
August 20, 2025
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▪ Recommendation: ATBID Advisory Board receive and file the Spartan Racing Lodging
Partner Program opportunity. [SLO CAL/City]
Director Banish and Emily Rudge with Visit SLO Cal presented the item and 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.
The Board received and filed the Spartan Racing Lodging Partner Program Opportunity.
6. Christmas at Santa Margarita Ranch 2024 Event Recap & 2025 Event Request
▪ Fiscal Impact: Up to $10,000
▪ Recommendation: ATBID Advisory Board:
1. Receive and file recap of the marketing results of the December 2024 event
summary and attendance results.
2. Provide staff direction on the 2025 event support request renewal. [Santa
Margarita Ranch]
Steve Rossi with Santa Margarita Ranch presented the item and answered questions from the
Advisory Board. (Exhibit C)
PUBLIC COMMENT:
Chairperson Harden opened public comment.
The following citizens provided public comment on this item: Christopher Oh with The Carlton.
Chairperson Harden closed public comment.
MOTION BY: Pearce
SECOND BY: Sohi
1. The Board received and filed the marketing results of the December 2024 event
summary and attendance results.
2. The Advisory Board motioned to move forward and continue to support the 2025
event with $7,500 on the account that Lodging in Atascadero is highlighted. The
Board requested to reevaluate next year with more data.
AYES (4): Sohi, Pearce, Maggelet, Harden
ABSENT (0)
VACANT (1) Board Member
Passed 4-0
7. Garden Lights & Winter Nights Event Recap 2024 & Event Request 2025
▪ Fiscal Impact: $10,000.
▪ Recommendation: ATBID Advisory Board:
Atascadero Tourism Business Improvement District Advisory Board
August 20, 2025
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1. Receive and file recap of the 2024 event summary and attendance results.
2. Provide staff direction on the 2025 event support request renewal. [City]
Director Banish presented the item and 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: Pearce
SECOND BY: Sohi
1. The Board received and filed the 2024 event summary and attendance results.
2. The Advisory Board motioned to move forward renewal request for $10,000.
AYES (4): Sohi, Pearce, Maggelet, Harden
ABSENT (0)
VACANT (1) Board Member
Passed 4-0
8. Budget Report Update & Performance Results
▪ Fiscal Impact: None.
▪ Recommendation: ATBID Advisory Board receive and file the Budget Report and
Performance Results. [City]
Director Banish presented the item and 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.
The Board received and filed the Budget Report and Performance Results.
C. UPDATES:
1. Visit SLO CAL Board & Marketing Committee Updates. [Visit SLO CAL/Marketing Committee liaisons]
2. Marketing Update. [Verdin Marketing]
3. City Business and Administrative Update. [City]
D. BOARD MEMBER COMMENTS:
E. FUTURE AGENDA ITEMS: (This section set aside for open discussion on future agenda items)
1. City of Atascadero Economic Development Update (September 2025).
2. Welcome Center Location Update/ Opportunity (September 2025).
3. Tin City Tie-in Opportunities (October 2025).
Atascadero Tourism Business Improvement District Advisory Board
August 20, 2025
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4. Invite Zoo Director, Cynthia Stringfield to an upcoming ATBID Meeting to discuss new
improvement updates and how the .5% assessment can be applied (October 2025).
F. ADJOURNMENT:
Chairperson Harden adjourned the meeting at 3:23 P.M.
MINUTES PREPARED BY:
______________________
Ashley Zamora
Recreation Coordinator
Exhibit A: Christopher Oh’s Resume
Exhibit B: Visit Atascadero Annual Report
Exhibit C: Christmas at the Santa Margarita Ranch 2024 Results