HomeMy WebLinkAbout2013-12-18_TBID_Agenda combinedSPECIAL MEETING
ADVISORY BOARD FOR THE
ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT1
AGENDA
Wednesday, December 18th, 2013
2:00 P.M.
Atascadero City Hall, Conference Room #106
6500 Palma Avenue
Atascadero, California
CALL TO ORDER:
ROLL CALL:
Advisory Board Members:
Chairperson Jiten Patel, Best Western Plus Colony Inn
Vice-Chairperson Amar Sohi, Holiday Inn Express and Suites
Deana Alexander, The Carlton Hotel
Soham Bhakta, America’s Best Value Inn
APPROVAL OF AGENDA:
PUBLIC COMMENT: (This portion of the meeting is reserved for persons wanting to
address the Board on any matter not on this agenda and over which the Board has
jurisdiction. Speakers are limited to three minutes. Please state your name for the
record before making your presentation. The Board may take action to direct the staff
to place a matter of business on a future agenda. A maximum of 30 minutes will be
allowed for Public Comment, unless changed by the Board.)
1 On April 23rd, 2013, the Atascadero City Council Adopted Ordinance No. 568, adding Chapter 16 to Title 3 of the
Atascadero Municipal Code, Establishing the Atascadero Tourism Business Improvement District.
A. CONSENT AGENDA:
1. Atascadero Tourism Business Improvement District (TBID) Board Special
Meeting Draft Action Minutes – October 23rd, 2013
Recommendation: Board approve the Atascadero TBID Board Special
Meeting Draft Action Minutes of October 23rd 2013.
B. BUSINESS ITEMS
1. Strategic Planning
Recommendation: Board discuss Draft Request for Proposal (RFP) and
timeline, in conjunction with the review of 2012 Promotions Proposals.
2. Countywide Business Improvement District Proposal
Recommendation: Board hear presentation and discuss proposal.
Presented by Stacie Jacob, Executive Director of Visit San Luis Obispo
County.
C. BOARD MEMBER COMMENTS:
D. ADJOURNMENT:
In compliance with the Americans with Disabilities Act, if you need special assistance to participate in
a Tourism Business Improvement District Meeting, please contact the City Clerk’s Office at (805) 470-
3400. Notification at least 48 hours prior to the meeting or time when services are needed will assist the
City staff in assuring that reasonable arrangements can be made to provide accessibility to the meeting.
ITEM NUMBER: A-1
DATE: 12-18-13
ADVISORY BOARD FOR THE
ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT1
DRAFT ACTION MINUTES
Wednesday, October 23rd, 2013
2:00 - 3:30 P.M.
Atascadero City Hall, Conference Room #104
9500 Palm Avenue
Atascadero, California
CALL TO ORDER:
City Staff Banks called the meeting to order at 2:23 pm
ROLL CALL:
Advisory Board Members:
Chairperson Jiten Patel, Best Western Plus Colony Inn
Vice-Chairperson Amar Sohi, Holiday Inn Express and Suites
Deana Alexander, The Carlton Hotel
Bhikhu Patel, Rancho Tee Motel not present
Soham Bhakta, Super 8 Motel not present
Present:
Not Present:
APPROVAL OF AGENDA:
Motion by Board Member Sohi , seconded by Board Member Alexander to
approve the agenda.
Motion passed by a 3:0 voice vote.
1 On April 23rd, 2013, the Atascadero City Council Adopted Ordinance No. 568, adding Chapter 16 to Title 3 of the
Atascadero Municipal Code, Establishing the Atascadero Tourism Business Improvement District.
ITEM NUMBER: A-1
DATE: 12-18-13
PUBLIC COMMENT: (This portion of the meeting is reserved for persons wanting to
address the Board on any matter not on this agenda and over which the Board has
jurisdiction. Speakers are limited to three minutes. Please state your name for the
record before making your presentation. The Board may take action to direct the staff
to place a matter of business on a future agenda. A maximum of 30 minutes will be
allowed for Public Comment, unless changed by the Board.)
A. CONSENT AGENDA:
1. Atascadero Tourism Business Improvement District (TBID) Board Special
Meeting Draft Action Minutes – June 19, 2013
Recommendation: Board approve the Atascadero TBID Board Special
Meeting Draft Action Minutes of June 19, 2013.
Motion by Board Member Sohi and seconded by Board Member
Alexandar to approve the minutes of June 19, 2013.
Motion passed 3:0 voice vote.
B. BUSINESS ITEMS
1. Strategic Planning
Recommendation: Board discuss the proposed idea to hold a strategic
planning session and create a strategic plan.
Discussion included the suggestion to have a request for proposal (RFP) for a
strategic marketing plan.
The Board discussed reviewing previous proposals that were received in 2012
for the City promotions program. There was a Board consensus to select the top
3 to 5 proposals from 2012 and bring those choices to the next meeting for
discussion.
PUBLIC COMMENT:
C. BOARD MEMBER COMMENTS:
D. ADJOURNMENT:
Motion by Board Member Sohi to adjourn the meeting, and seconded by
Board Member Alexander at 3:50 pm.
In compliance with the Americans with Disabilities Act, if you need special assistance to participate in
a Tourism Business Improvement District Meeting, please contact the City Clerk’s Office at (805) 470-
3400. Notification at least 48 hours prior to the meeting or time when ser vices are needed will assist the
City staff in assuring that reasonable arrangements can be made to provide accessibility to the meeting.
CITY OF ATASCADERO
Tourism Business Improvement District
Advisory Board
DRAFT REQUEST FOR PROPOSAL
Public Relations & Marketing Group
The City of Atascadero’s Tourism Business Improvement (TBID) Advisory Board is currently soliciting
proposals for professional public relations and marketing services for a 12 -month period, from April 2014
through March of 2015 with the possibility of contract renewal.
The City of Atascadero’s TBID Advisory Board mission is to position, brand and promote the lodging
community in Atascadero, as a choice destination to stay on California’s Central Coast. The primary focus
will be on visitors solely from outside the county, with a heavy emphasis on targeting visitors at times of
low occupancy, whether weekday or offseason weekends.
Proposal respondents should specifically address each and every program element described in the
request for proposal; failure to do so without a clearly stated rationale for exception may provide grounds
for rejection.
If interested and qualified, please submit an electronic copy of your proposal in Microsoft Word and
Adobe PDF formats by January 31st, 2014 to the attention of City Manager’s Office via email to
ajbanks@atascadero.org. Please direct all correspondence to this email address.
PROPOSAL SUBMITTAL
1. All proposals shall be submitted electronically in Microsoft Word and Adobe PDF formats to
ajbanks@atascadero.org by January 31st, 2014. Late proposals may not be considered.
2. All correspondence should be directed to the attention the City Manager’s office via email to
ajbanks@atascadero.org.
3. Costs of preparation of proposals will be borne solely by the proposer.
4. Proposals shall not exceed 15 (fifteen) pages.
5. Selection of qualified proposals will be approved by accepted TBID Advisory Board members.
6. This request for proposal does not constitute an offer of employment or to contract for any services.
7. City of Atascadero’s TBID Advisory Board reserves the option to reject any and all proposals, wholly or
in part, received as a result of this request for proposal.
ITEM NUMBER: B-1
DATE: 12-18-13
8. City of Atascadero’s TBID Advisory Board reserves the option to retain all proposals, whether selected
or rejected. Once submitted, the proposals become the property of City of Atascadero.
9. All proposals shall remain firm for 90 days following closing date for receipt of proposals.
10. City of Atascadero’s TBID Advisory Board reserves the right to award the contract recommendation to
the individual or firm whose proposal best accomplishes in the judgment of the Advisory Board the
desired results, and shall include, but not be limited to, a consideration of professional service fees.
11. The City of Atascadero’s TBID Advisory Board will recommend the contract award to the Atascadero
City Council for final approval.
12. Selection will be made on the basis of proposals as submitted. TBID Advisory Board retains the right to
interview applicants as part of the selection process.
13. Proceedings of the selection committee are confidential. Members of the selection committee are not
to be contacted by firms responding to this request for proposal.
PROPOSAL SELECTION
City of Atascadero’s TBID Advisory Board is interested in an applicant or firm’s ability to both deliver a big
picture, strategic perspective and to execute tactical detail needed to meet strategies and objectives in
timely fashion and within budget. Winning proposal will include the following elements: goal; objective;
strategy; tactics; plan implementation details; timeline; success measurements and detailed budget.
PROPOSAL FORMAT
1. Title
2. Applicant or Firm Name, address, phone and email.
3. Applicant and Firm’s Qualifications.
Limit to one page and provide two past projects with specific measurable results.
Please also provide five professional references, three of which are current clients. Include name,
title, company, phone number and email address.
Please include if your company is currently working for any tourism related businesses or
organizations within San Luis Obispo County.
4. Proposal. Proposal will not to exceed 15 pages.
Address all program elements outlined in Project Description.
Describe staffing and list any outside contractors (and qualifications) to be used to fulfill contract.
Provide timeline of tasks to be accomplished once contract is approved.
Outline budget (staff time plus out-of-pocket expenses) for each proposal element. The budget
should describe Agency Fees and Implementation Costs as separate items.
EVALUATION CRITERIA.
The TBID Advisory Board, in its sole discretion, may assign rating weights to the following criteria, and may
also consider any other factors that it considers relevant to making its recommendation.
ITEM NUMBER: B-1
DATE: 12-18-13
Understanding of the nature of services by City of Atascadero’s TBID Advisory Board
Strategic depth and overall creativity of proposal.
Responsiveness to all elements outlined in the request for proposal.
Outline of proposed fees for services and expenses within stated budget.
Experience and results in performing the services desired by City of Atascadero’s TBID Advisory
Board
REQUEST FOR PROPSAL SCHEDULE
Release request for proposal January 2nd, 2014
RFP proposal deadline January 31st, 2014
Notify applicants February 17th, 2014
Interview applicants Week of February 26th, 2014
City Council approve contract March 25th, 2014
Effective date of contract April 1st, 2014
SCOPE OF REQUEST FOR PROPOSAL
The Atascadero TBID Advisory Board is seeking an individual or firm to create and implement a strategic
marketing plan to promote the lodging community in Atascadero. The plan should be unique to the
Atascadero TBID community and designed to best utilize the funds available. The strategic plan will
incorporate a heavy website presence and leverage events and activities that are already happening in
Atascadero and on the Central Coast. It should complement current promotion efforts in Atascadero and
neighboring communities, resulting in more beds filled in Atascadero lodging businesses.
The primary goals of the Atascadero TBID Advisory Board are for the strategic plan to focus on public
relations and increased web presence for the lodging community in Atascadero. It should build upon
existing research, analysis and strategies put forth through the current marketing efforts in the City of
Atascadero and surrounding communities. Primary geographic target markets are defined within a 3 to 5
hour driving time radius and include Southern California, San Joaquin Valley and Northern California.
Additional focus being on times of low occupancy, weekdays, offseason weekends, etc. Public relations
and marketing services anticipated throughout this 12-month program, with the possibility of contract
renewal, will include, but are not limited to, the following elements.
Research
Research has been built and collected with quantitative and qualitative research data to help understand
the existing approach to visitors from outside the county. The TBID Strategic Plan should utilize the
existing research to directly increase occupancy in Atascadero.
Analysis
Analysis of existing data and research will lead you to some key findings. A well-grounded interpretation
of the key findings will help determine the strategy we will have to implement in order to execute a well-
branded campaign that complements the existing campaign.
ITEM NUMBER: B-1
DATE: 12-18-13
Insight
A thorough understanding of the research will help the TBID Advisory Board anticipate the insight and
tactical approach to attract and retain visitors to Atascadero.
Strategy
Determine a strategy which includes a planned approach with a strong web based emphasis, for example:
Create a web based program to leverage existing programs to directly increase stays in Atascadero lodging
businesses. Target and communicate to effectively reach key audiences in Southern California, San
Joaquin Valley and Northern California with a persuasive message that will convince them to stay in
Atascadero.
Create
Create a strategic marketing plan based on Research, Insight and Strategy to effectively target out of
county tourists to Atascadero. The marketing plan will encompass a variety of new and different creative
elements.
Execute
Execute a plan that is consistent with current branding, marketing, promotions, paid media advertising,
earned media and new media.
Budget
The estimated overall budget for the Atascadero TBID lodging business strategic marketing plan in this
request for proposal is in a range of $25,000 to 50,000 for Agency Fees and Implementation Costs
allocated to the first 12 months once contract is approved. Budget for following 12 months will be based
on the City of Atascadero’s TBID Advisory Board budget and recommendations from Advisory Board as to
renewal possibilities.
Proposal should outline budget fees, Agency Fees and Implementation Costs for each proposed program
element.
Administration
Successful individual or firm will provide monthly reports and produce an annual report to City of
Atascadero’s TBID Advisory Board, City Manager’s Office and City Council.
Monthly reports will be produced the last day of the month. Invoices will be submitted on the last day of
the month.
ITEM NUMBER: B-1
DATE: 12-18-13