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HomeMy WebLinkAboutTBID_2015-03-18_Agenda Packet SPECIAL MEETING ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT1 AGENDA Wednesday, March 18, 2015 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. Special TBID / City Council Draft Action Minutes – February 6, 2015  Recommendation: Board approve the Special TBID / City Council Draft Action Minutes of February 6, 2015. [City Manager’s Office] 2. Advisory Board Draft Action Minutes – February 25, 2015  Recommendation: Board approve the Draft Action Minutes of February 25, 2015. [City Manager’s Office] B. BUSINESS ITEMS 1. Verdin Marketing Kickoff  Fiscal Impact: None  Recommendation: Advisory Board receive information from Mary Verdin as she begins her service with the TBID Board on marketing services. 2. Destination Manager Workplan  Fiscal Impact: None  Recommendation: Advisory Board discuss with Ms. Diefenderfer the TBID’s service needs and come up with a mutually agreed upon workplan. 3. Piedras Blancas Monument Initiative  Fiscal Impact: None  Recommendation: Advisory Board consider the request and do one of the following: 1. Adopt the Draft Resolution supporting the designation of the Piedras Blancas Outstanding National Area as the Piedras Blancas State and National Monument; or, 2. Vote to not support the Initiative. C. BOARD MEMBER COMMENTS: D. CITY STAFF COMMENTS: E. 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: 03/18/15 SPECIAL JOINT MEETING Atascadero City Council Atascadero Tourism Business Improvement District (ATBID) Public Relations and Marketing Discussion Friday, February 6, 2015, 7:30 P.M. DRAFT MINUTES City Hall – Council Chambers 6500 Palma Avenue, Atascadero Mayor O’Malley called the meeting to order at 7:39 p.m. ROLL CALL: Present: Council Members Kelley, Fonzi, Sturtevant, Mayor Pro Tem Moreno, and Mayor O’Malley Board Member Alexander, Vice Chairperson Sohi, and Chairperson Patel Absent: Board Members Hendy and Helbert Others Present: City Clerk / Deputy City Manager Marcia McClure Torgerson Staff Present: City Manager Rachelle Rickard, Administrative Services Director Jeri Rangel, Public Works Director Nick DeBar, Police Chief Jerel Haley, Fire Chief Kurt Stone, and City Attorney Brian Pierik. Mayor O’Malley announced that he is stepping down for this meeting as his ownership of a Bed and Breakfast causes him to have a conflict of interest. City Manager Rickard gave a staff report explaining the history of Atascadero’s TBID. Joint Council & TBID Meeting February 6, 2015 Page 2 of 2 Chairperson Patel also gave a report explaining the TBID’s primary focus is on public relations, a marketing program, and digital advertising. PUBLIC COMMENT: The following citizens spoke on this item: Mary Verdin, Tom O’Malley Mayor Pro Tem Moreno closed the Public Comment period. The City Council and the TBID Board had a discussion about the role of the TBID. There was Council and TBID Board consensus on the following: 1. TBID Mission Statement, with the removal of the word “Brand.” 2. TBID Board to come back to the City Council on March 10th regarding the TBID Marketing contract. ADJOURNMENT: Mayor Pro Tem Moreno adjourned the meeting at 9:07 p.m. MINUTES PREPARED BY: ______________________________________ Marcia McClure Torgerson, C.M.C. City Clerk / Deputy City Manager ITEM NUMBER: A-2 DATE: 03/18/15 SPECIAL MEETING ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT1 DRAFT MINUTES Wednesday, February 25, 2015 2:00 P.M. Atascadero City Hall 6500 Palma Avenue, Room 306. Atascadero, California CALL TO ORDER: Chairperson Patel called the meeting to order at 2:05 p.m. ROLL CALL: Present: Board Members Alexander, Hendy, Helbert, Vice Chairperson Sohi, and Chairperson Patel Absent: None Staff Present: Deputy City Manager / City Clerk Marcia McClure Torgerson. APPROVAL OF AGENDA: Chairperson Patel asked to move Item #2 ahead of Item #1 under Business Items. MOTION: By Vice Chairperson Sohi and seconded by Board Member Helbert to approve the agenda, as amended. Motion passed 5:0 by a roll-call vote. Atascadero TBID February 25, 2015 Page 2 of 4 PUBLIC COMMENT: The following citizens spoke during Public Comment: Heather Moreno Chairperson Patel closed the PUBLIC COMMENT period. A. CONSENT CALENDAR: 1. Advisory Board Draft Action Minutes – January 21, 2015  Recommendation: Board approve the Draft Action Minutes of January 21, 2015. [City Manager’s Office] 2. Advisory Board Draft Action Minutes – January 26, 2015  Recommendation: Board approve the Draft Action Minutes of January 26, 2015. [City Manager’s Office] MOTION: By Board Member Hendy and seconded by Board Member Helbert to approve the Consent Calendar. Motion passed 5:0 by a roll-call vote. B. BUSINESS ITEMS 1. Consideration of TBID Support Position  Fiscal Impact: The Fiscal Impact will depend on how the TBID Board decides to structure the role for this position.  Recommendation: Advisory Board: 1. Discuss TBID’s support needs and give staff direction, OR 2. Recommend the City Manager execute an agreement with Bid Red Marketing for the TBID Support 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 Chairperson Patel closed the Public Comment period. Atascadero TBID February 25, 2015 Page 3 of 4 MOTION: By Board Member Helbert and seconded by Board Member Alexander to recommend the City Manager execute an agreement with Big Red Marketing for the TBID Destination Manager position with an hourly rate of $75.00 per hour, with a not to exceed cap of $30,000. Motion passed 5:0 by a roll-call vote. 2. Selection of Firm for Public Relations and Marketing Services  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. These services are 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 Chairperson Patel closed the Public Comment period. authorize the City Manager to execute a contract with Verdin for TBID Public Relations and Marketing Services with a not to exceed cap of $75,000. MOTION: By Board Member Alexander and seconded by Board Member Hendy to recommend to the City Council that they authorize the City Manager to execute a contract with Verdin for TBID Public Relations and Marketing Services with a not to exceed cap of $75,000. Motion passed 5:0 by a roll-call vote. The Board agreed that they want their next meeting to be a Special Meeting on March 18th to include a Kick-off item for Verdin. C. BOARD MEMBER COMMENTS: Chairperson Patel Chairperson Patel would like the TBID Board to direct staff to place, on a future agenda, the Piedras Blancas Monument Initiative for you r consideration. Chairperson Patel explained this Initiative and asked the Board to agree to place this item on a future agenda. Atascadero TBID February 25, 2015 Page 4 of 4 There was Board consensus to place the Piedras Blancas Monument Initiative on a future agenda. D. ADJOURNMENT: Chairperson Patel adjourned the meeting at 4:30 p.m. MINUTES PREPARED BY: ______________________________________ Marcia McClure Torgerson, C.M.C. Deputy City Manager / City Clerk ITEM NUMBER: B-1 DATE: 03/18/15 Atascadero Tourism Business Improvement District Advisory Board Verdin Marketing Kickoff RECOMMENDATION: Advisory Board receive information from Mary Verdin as she begins her service with the TBID Board on marketing services. DISCUSSION: Mary Verdin, Verdin Marketing, will conduct an orientation Kickoff for the TBID Board to review what they have already accomplished and work with the Board to map out the future. FISCAL IMPACT: None ATTACHMENTS: None ITEM NUMBER: B-2 DATE: 03/18/15 Atascadero Tourism Business Improvement District Advisory Board Destination Manager Workplan RECOMMENDATION: Advisory Board discuss with Ms. Diefenderfer the TBID’s service needs and come up with a mutually agreed upon workplan. DISCUSSION: At their meeting of February 25, 2015, the TBID Board recommended to the City Manager to execute an agreement with Big Red Marketing for the TBID Destination Manager position with an hourly rate of $75.00 per hour, with a not to exceed cap of $30,000.00. This position will provide support for the TBID Board. This position will:  Act as administrator to support the TBID Board in app capacities to execute the plans and attain goals, including and not limited to financial growth and laying the groundwork for future success.  Act as the Destination Manager to guide the organization to develop and implement strategies to increase occupancy consistent with the annual goals and objectives of the TBID Board  Prepare staff reports and agendas and deliver them to the City for posting and distribution in accordance with the Brown Act requirements  Maintain an accurate member inventory  Be the TBID’s liaison with City staff  Other duties as assigned Amanda Diefenderfer, the proprietress of Big Red Marketing, holds a similar role for the Paso Robles TBID. As a result, besides her marketing experience, she has actual experience managing a TBID. The TBID Board needs to work with Ms. Diefenderfer to finalize a workplan for her services. Her workplan with Paso Robles is attached to this report for reference only. FISCAL IMPACT: None ATTACHMENTS: Sample Scope of Work from Ms. Diefenderfer Destination Manager Travel Paso Robles Alliance Scope of Work (as submitted by TPRA Board) The overall role of this position will be to work in conjunction with the TPRA Advisory Board, City of El Paso de Robles, tourism industry partners and other stakeholders and organizations with a primary focus to: • Act as administrator to support the TPRA Advisory Board and its members in all capacities to execute the plans and attain goals, including and not limited to financial growth and laying the groundwork for future success. • Act as the Destination Manager (DM) to guide the organization to develop and implement strategies to increase occupancy consistent with the annual goals and objectives established by the Paso Robles Tourism and Lodging Promotions Business Improvement District and its annual Sales and Marketing plans. • Act as the destination Sales Manager responsible for sales lead generation and qualification, solicitation through in-person sales calls as well as telemarketing and tradeshows. Follow through with members in a timely manner to assure the leads convert. Scope of Work Administrative: • Communicate effectively with and between Advisory Board, City Council, Board of Supervisors, City and County liaison and staff, TPRA members, community leaders, and related tourism partners to maintain strong internal and external relationships • Provide clear and concise recommendations through ongoing communication regarding direction, opportunities, challenges and progress to the TPRA Advisory Board • Assist the Board in the selection, retention and management of professional services and vendors • Take a visionary lead role in all activities and ensure TPRA actions are consistent with our strategic goals and direction • Development and management of timeline and deliverables o Monitor the progress of website development and implementation o Communicate with the marketing firm the vision of the TPRA to assist in the development of the Marketing Plan. Assist as needed to assure cohesiveness with the Sales Plan. o Work collectively with Marketing firm on timely collateral materials needed for tradeshows and other promotions o Execute promotional plans o develop measurement criteria· and benchmarks • Register and plan all aspects of industry tradeshows inclusive of materials and travel as directed in the Sales and Marketing plans • Attendance to all meetings related to the TPRA, including monthly Board meetings and subcommittee meetings, PCC and Paso Robles City Council Board meetings. o Prepare TPRA agenda and deliver to city Tourism Coordinator for posting and distribution in accordance with the Brown Act requirements o Develop and distribute minutes of all TPRA Board meetings • Represent the TPRA Board and its members by attending county wide events and related professional association meetings • Prepare and assist with the presentation of the Year End Report to the City Council. Work with the city to manage timelines for the TPRAs annual renewal process. • Develop and implement communication tools so that all members are informed of the TPRA progress and programs o Create and maintain an accurate member inventory to include individual property contact information, property type and unit count o Plan and coordinate annual event for TPRA members and partners to provide an annual overview o Conduct annual site visits of all member properties and maintain regular communications with all members • Maintain and provide timely budgets, actual receipts and expenditures information, with monthly progress reports to the TPRA Board o Adhere to City guidelines and submit monthly contractor fee invoice and expenses with back up each month to financial subcommittee for approval. Once approved, submit to City liaison for processing o Review all vendor invoices for accuracy and compliance to budget Strategy: • Take a visionary lead role in all activities and ensure TPRA actions are consistent with our strategic goals and direction • Champion change and innovation to encourage diverse thoughts and contributions • Participate in the creation and execution of: o Coop opportunities o Sales plan o Marketing plan o Budget development • Collaborate with local events and tourism partners to maximize the opportunity for members and identify sponsorship opportunities Sales • Develop and implement annual Sales Plan as approved by board • Create FAM trips for SMERF, Corporate and Association and tour markets • Manage and execute site visits for all PR and sales leads o Seek and coordinate lodging and restaurant partners as needed o Create Welcome Gifts o Provide site visits o Coordinate meals with applicable members • Actively manage the development and execution of the sales plan. Responsible for strategizing how to seek out, research and qualify business opportunities and sales leads with the purpose to produce definite bookings for members. Duties include preparation of bid proposals, meeting with potential clients, planning and participating in industry trade shows, and working with TPRA member representatives. • Collaborate with the county VCB and other local stakeholders to ensure we minimize duplication of efforts and focus on how we can collectively increase tourism in the region • Maximize travel to tradeshows by coordinating sales calls in the venue vicinity ITEM NUMBER: B-3 DATE: 03/18/15 Atascadero Tourism Business Improvement District Advisory Board Request of Endorsement of Initiative to have the Piedras Blancas Outstanding Natural Area be Designated as a State and National Monument RECOMMENDATION: Advisory Board consider the request and do one of the following: 1. Adopt the Draft Resolution supporting the designation of the Piedras Blancas Outstanding Natural Area as the Piedras Blancas State and National Monument; or, 2. Vote to not support the Initiative. DISCUSSION: Donovan Marley, a volunteer guide of the Friends of the Elephant Seal, has requested the TBID Board endorse their Initiative to have The Piedras Blancas Outstanding Natural Area be designated as a State and National Monument. Please review the attached information about the Initiative FISCAL IMPACT: None ATTACHMENTS: 1. Draft Resolution 2. Request for Endorsement 3. Piedras Blancas State & National Monument handout DRAFT RESOLUTION A RESOLUTION OF THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT ADVISORY BOARD SUPPORTING THE DESIGNATION OF THE PIEDRAS BLANCAS OUTSTANDING NATURAL AREA AS THE PIEDRAS BLANCAS STATE AND NATIONAL MONUMENT WHEREAS the Piedras Blancas Light Station Association and the Friends of the Elephant Seal are jointly proposing that the Piedras Blancas Outstanding Natural Area be designated as a state and national monument; and, WHEREAS designation as “The Piedras Blancas State and National Monument” will elevate the Outstanding Natural Area to a prestigious status recognizable by everyone; and, WHEREAS designation as “The Piedras Blancas State and National Monument” will unify the response of federal, state and volunteer organizations to current management challenges that are resulting in serious damage to cultural and natural resources; and WHEREAS designation as “The Piedras Blancas State and National Monument” will assist with the attraction of additional resources for construction of new trail systems, informational centers and scenic view points for the dissemination of ecological, educational, scientific, and historic information; NOW, THEREFORE BE IT RESOLVED by the Advisory Board of the Atascadero Tourism Business Improvement District that they support elevating the current designation of “The Piedras Blancas Outstanding Natural Area” to “The Piedras Blancas State and National Monument” and publically endorses citizen efforts to petition the governments of the United States of America and the State of California to attain the new designation. _________________________ _______________________________ J.P. Patel, Amar Sohi Chairperson Vice Chairperson _____ _____ Linda Hendy Diane Helbert Dena Alexander Board Member Board Member Board Member