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HomeMy WebLinkAboutTBID_2014-12-17_Agenda Packet ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT1 AGENDA Wednesday, December 17, 2014 2:00 P.M. Atascadero City Hall 6500 Palma Avenue, Room 306 Atascadero, California CALL TO ORDER: ROLL CALL: Chairperson Jiten Patel, Best Western Plus Colony Inn Vice-Chairperson Amar Sohi, Holiday Inn Express and Suites Board Member Deana Alexander, The Carlton Hotel Board Member Linda Hendy, Chamber of Commerce Board Member Diane Helbert, Brū Coffeehouse 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 t he 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 CALENDAR: 1. Advisory Board Draft Action Minutes – October 22, 2014  Recommendation: Board approve the Draft Action Minutes of October 22, 2014. [City Manager’s Office] 2. Advisory Board Draft Action Minutes – November 19, 2014  Recommendation: Board approve the Draft Action Minutes of November 19, 2014. [City Manager’s Office] B. BUSINESS ITEMS 1. Public Relations and Marketing Contract Approval of Scope of Work & Compensation  Fiscal Impact: The RFP listed an estimated overall budget for lodging business strategic marking plan at a range of $50,000 to $75,000 for a 12 month period. Other services were discussed at the interview, such as management services, that would affect the total cost.  Recommendation: Advisory Board discuss and confirm a contract, including Scope of Work and Compensation, for the Public Relations & Marketing contract with Mental Marketing, and direct staff to forward the contract to the City Council for approval. 2. TBID Marketing Vision Approval of Mission Statement, Messaging Direction, and Timeline  Fiscal Impact: None.  Recommendation: Advisory Board adopt the Mission Statement, Messaging Direction, and Timeline listed in the TBID Marketing Vision Summary of November 19, 2014. 3. TBID Advisory Board Approval of a Marketing Plan Outline and Budget  Fiscal Impact: None  Recommendation: Advisory Board review and approve a Marketing Plan Outline and Budget for Mental Marketing. 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: 12/17/14 Atascadero TBID October 22, 2014 Page 1 of 4 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT1 DRAFT MINUTES Wednesday, October 22, 2014 2:00 P.M. Atascadero City Hall 6500 Palma Avenue, 4th Floor Atascadero, California CALL TO ORDER: Chairperson Patel called the meeting to order at 2:08 p.m. ROLL CALL: Present: Board Members Alexander, Hendy, Vice Chairperson Sohi, and Chairperson Patel Absent: None Vacancies: One Staff Present: Deputy City Manager / City Clerk Marcia McClure Torgerson. APPROVAL OF AGENDA: MOTION: By Board Member Hendy and seconded by Vice Chairperson Sohi to approve the agenda. Motion passed 4:0 by a roll-call 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: 12/17/14 Atascadero TBID October 22, 2014 Page 2 of 4 PUBLIC COMMENT: None OATHS OF OFFICE: 1. Administration of Oaths of Office – New Board Member Diane Helbert will be sworn in by City Clerk Marcia Torgerson. City Clerk Torgerson conducted the Oath of Office for Diane Helbert. Chairperson asked all the Board Members to tell a little about themselves as an introduction for the new Board Member. A. CONSENT CALENDAR: 1. Advisory Board Draft Action Minutes – October 8, 2014  Recommendation: Board approve the Draft Action Minutes of October 8, 2014. [City Manager’s Office] MOTION: By Board Member Alexander and seconded by Board Member Hendy to approve the Consent Calendar. Motion passed 4:0 by a roll-call vote. (Helbert abstained) B. BUSINESS ITEMS 1. County Business Improvement District Proposal  Recommendation: Board receive oral presentation by Stacie Jacob and Chuck Davison of Visit San Luis Obispo County and consider a recommendation to the City Council for approval. Deputy City Manager / City Clerk Marcia McClure Torgerson introduced Ms. Jacob and Mr. Davison and they explained the CBID to the Board. PUBLIC COMMENT: None MOTION: By Board Member Hendy and seconded by Vice Chairperson Sohi to recommend the City Council endorse the San Luis Obispo Tourism Marketing District (TMD) within the City of Atascadero City limits, to be funded by a 1% gross room rental assessment. Motion passed 5:0 by a roll-call vote. ITEM NUMBER: A-1 DATE: 12/17/14 Atascadero TBID October 22, 2014 Page 3 of 4 2. Consideration of Advertising in Visit San Luis Obispo County Magazine  Recommendation: Board give City staff direction concerning advertising in Visit San Luis Obispo Magazine. Chairperson Patel asked to hear this item now since Stacie Jacob is present and can give input on the issue. There was Board consensus to hear this item next, out of order. Visit San Luis Obispo County CEO Stacie Jacob explained the new advertising concept and the new magazine format being proposed by Visit San Luis Obispo County. PUBLIC COMMENT: None MOTION: By Board Member Hendy and seconded by Vice Chairperson Sohi to commit to partner with the City on a 2 page ad in the new Visit San Luis Obispo County magazine, at $3600 per page. Motion passed 5:0 by a roll-call vote. 3. Continued from October 8, 2014 Meeting – Selection of Firm for Public Relations and Marketing  Fiscal Impact: The RFP listed an estimated overall budget for lodging business strategic marking plan at a range of $50,000 to $75,000 for a 12 month period. This position is budgeted in the Atascadero TBID Fund.  Recommendation: Advisory Board select one firm to recommend to the City Council for the TBID Public Relations & Marketing position. Deputy City Manager / City Clerk Marcia McClure Torgerson gave the staff report and answered questions from the Board. PUBLIC COMMENT: The following citizens spoke on this item: Mary Verdin, and Mark Elterman. Chairperson Patel closed the Public Comment period. There was lengthy discussion by the Board on this issue. MOTION: By Vice Chairperson Sohi and seconded by Board Member Alexander to select Mental Marketing to recommend to the City Council for the TBID Public Relations & Marketing position. Motion passed 4:1 by a roll-call vote. (Patel opposed) ITEM NUMBER: A-1 DATE: 12/17/14 Atascadero TBID October 22, 2014 Page 4 of 4 C. BOARD MEMBER COMMENTS: The TBID Board’s next scheduled meeting is December 24, 2014. There was Board consensus to cancel the meeting on December 24th and schedule a Special Meeting on December 10th at 10:00 a.m. D. ADJOURNMENT: Chairperson Patel adjourned the meeting at 5:12 p.m. MINUTES PREPARED BY: ______________________________________ Marcia McClure Torgerson, C.M.C. Deputy City Manager / City Clerk ITEM NUMBER: A-2 DATE: 12/17/14 Atascadero TBID November 19, 2014 Page 1 of 2 SPECIAL MEETING ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT1 TBID Marketing Vision Workshop DRAFT MINUTES Wednesday, November 19, 2014 9:00 A.M. Atascadero City Hall 6500 Palma Avenue, Room 306 Atascadero, California CALL TO ORDER: Chairperson Patel called the meeting to order at 9:13 a.m. ROLL CALL: Present: Board Members Helbert, Hendy, Vice Chairperson Sohi, and Chairperson Patel Absent: Board Member Alexander Staff Present: Deputy City Manager / City Clerk Marcia McClure Torgerson. 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-2 DATE: 12/17/14 Atascadero TBID November 19, 2014 Page 2 of 2 WORKSHOP: Chairperson Patel welcomed everyone and asked them to introduce themselves to the group. Mental Marketing representatives Mark Elterman, Bill Stansfield and Maryann Stansfield facilitated the Workshop. PUBLIC COMMENT: The following citizens spoke during Public Comment: Donna Evans and Jerry Clay WORKSHOP CONTINUED: Mental Marketing provided a sample Mission Statement and the group worked from the sample to create a Mission Statement for the TBID. Board Member Deana Alexander arrived at 10:10 a.m. Mental Marketing led the group through a variety of exercises discussing branding, City vs TBID focus, and marketing plan priorities. There was Board consensus to direct staff to bring the TBID Bylaws back to them for review and to change schedule of Board meetings to be monthly. There was Board consensus that the following are the top three marketing goals for the Board: 1. Public Relations Program 2. Strategic Partnership Program 3. Digital/Mobile Advertising Program D. ADJOURNMENT: Chairperson Patel adjourned the meeting at 12:05 p.m. MINUTES PREPARED BY: ______________________________________ Marcia McClure Torgerson, C.M.C. Deputy City Manager / City Clerk ITEM NUMBER: B-1 DATE: 12/17/14 Atascadero Tourism Business Improvement District Advisory Board Public Relations and Marketing Contract Approval of Scope of Work & Compensation RECOMMENDATION: Advisory Board discuss and confirm a contract, including Scope of Work and Compensation, for the Public Relations & Marketing contract with Mental Marketing, and direct staff to forward the contract to the City Council for approval . DISCUSSION: On October 22, 2014, the TBID Advisory Board selected Mental Marketing to be the firm recommended to the City Council for the TBID Public Relations & Marketing position. The Advisory Board must also submit to the City Council a proposed contract for Mental Marketing’s services. A contract will include an Exhibit attachment that lists the Scope of Work and Deliverables. Also, the contract will include an Exhibit detailing Compensation and Method of Payment. Staff is asking the Advisory Board to review the attached Scope of Work and Compensation Exhibits that will be included with the proposed contract for Public Relations & Marketing, make any changes as needed, and direct staff to forward the contract to the City Council for approval. FISCAL IMPACT: The RFP listed an estimated overall budget for lodging business strategic marking plan at a range of $50,000 to $75,000 for a 12 month period. Other services were discussed at the interview, such as management services, that would affect the total cost. ATTACHMENTS: Exhibits for Contract will be distributed at the meeting: 1. Scope of Work 2. Compensation and Method of Payment ITEM NUMBER: B-2 DATE: 12/17/14 Atascadero Tourism Business Improvement District Advisory Board TBID Marketing Vision Approval of Mission Statement, Messaging Direction, and Timeline RECOMMENDATION: Advisory Board adopt the Mission Statement, Messaging Direction, and Timeline listed in the TBID Marketing Vision Summary of November 19, 2014. DISCUSSION: On November 19, 2014, the Advisory Board conducted a Marketing Vision Workshop. During this Workshop, the Advisory Board created a Mission Statement, and participated in a variety of exercises about branding and marketing plan priorities. There was Board consensus that the following are the top three marketing goals for the TBID Board: 1. Public Relations Program 2. Strategic Partnership Program 3. Digital/Mobile Advertising Program Staff is asking the Advisory Board to review the Atascadero TBID Marketing Vision Summary and Action Plans attached to this report, and adopt the Mission Statement, approve the Messaging Direction, and approve the Timeline. FISCAL IMPACT: None ATTACHMENT: Attachment will be distributed at the meeting: 1. Atascadero TBID Marketing Vision Summary and Action Items ITEM NUMBER: B-3 DATE: 12/17/14 Atascadero Tourism Business Improvement District Advisory Board TBID Advisory Board Approval of a Marketing Plan Outline and Budget RECOMMENDATION: Advisory Board review and approve a Marketing Plan Outline and Budget for Mental Marketing. DISCUSSION: On October 22, 2014, the TBID Advisory Board selected Mental Marketing to be the firm recommended to the City Council for the TBID Public Relations & Marketing position. On November 19, 2014 Mental Marketing facilitated a Marketing Vision Workshop where the Advisory Board discussed their marketing priorities. The Board needs to provide Mental Marketing with a Marketing Plan Outline to assist them in the formation of a formal Marketing Plan and Budget. Staff is asking the Advisory Board to discuss with Mental Marketing their priorities and approve a Marketing Plan Outline and Budget. FISCAL IMPACT: None ATTACHMENT: Attachment will be distributed at the meeting: 1. Atascadero TBID Marketing Vision Summary and Action Items