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Home My WebLink AboutTBID_2015-04-29_Agenda Packet ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, April 29, 2015 at 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 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 CALENDAR: 1. Advisory Board Draft Action Minutes – March18, 2015 ! Action: Board approve the Draft Action Minutes of March 18, 2015. [City Manager’s Office] B. BUSINESS ITEMS 1. Savor the Central – Presented by Visit SLO County • Action: Board to select a level of participation and approve use of TBID funds to support involvement • Fiscal Impact: $10,000 - $20,500 2. Draft Marketing Plan – Presented by Verdin Marketing • Action: Board to accept recommended marketing plan • Fiscal Impact: None 3. ATBID Operations • Bylaws Review (Council Document) & Resolution • Action: Board to review various recommendations for areas of update or clarification and direct Destination Manager towards development of draft for approval at May Board Meeting. • Fiscal Impact: None • Budget Development • Action: Board to review areas of activity for inclusion in the 2015/2016 budget • Fiscal Impact: None 4. Regular Meeting Schedule • Action: Board to review regular meeting dates and select a routine calendar moving forward • Fiscal Impact: None C. UPDATES 1. Update on ATBID Board Member application and resulting recommendation to City Council – Marcia Torgerson 2. Update on Deputy Position – Marcia Torgerson 3. Update on Countywide TMD – Amanda Diefenderfer a. Atascadero Board Member Representation b. Marketing Committee Opportunities 4. Marketing Update – Mary Verdin a. Verdin Marketing Monthly Report D. BOARD MEMBER 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. SPECIAL MEETING ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT1 DRAFT MINUTES Wednesday, March 18, 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 2:02 p.m. ROLL CALL: Present: Board Members Alexander, Hendy, and Chairperson Patel Absent: Board Members Helbert and Vice Chairperson Sohi TBID Staff Present: Destination Manager Amanda Diefenderfer City Staff: Deputy City Manager / City Clerk Marcia McClure Torgerson. APPROVAL OF AGENDA: MOTION: By Board Member Hendy and seconded by Board Member Alexander to approve the agenda. Motion passed 3:0 by a roll-call vote. (Helbert & Sohi absent) 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: 04/29/15 Atascadero TBID March 18, 2015 Page 2 of 4 Board Members Helbert and Vice Chairperson Sohi joined the meeting at 2:08 p.m. PUBLIC COMMENT: The following citizens spoke during Public Comment: Mike Wambolt, Tom O’Malley Chairperson Patel closed the PUBLIC COMMENT period. 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] MOTION: By Board Member Alexander and seconded by Vice Chairperson Sohi to approve the Consent Calendar. Motion passed 5:0 by a roll-call vote. (Helbert & Hendy abstained on #A-1 as they were not present at the February 6, 2015 meeting.) 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. Mary Verdin, Verdin Marketing, began with a discussion on the TBID Mission Statement. She suggested that the Statement is too long, and should be shortened. PUBLIC COMMENT: The following citizens spoke during Public Comment: Heather Moreno, and Tom O’Malley. Chairperson Patel closed the PUBLIC COMMENT period. ITEM NUMBER: A-1 DATE: 04/29/15 Atascadero TBID March 18, 2015 Page 3 of 4 After Board discussion, there was Board consensus to amend their Mission Statement to read as follows: To market and promote Atascadero as the destination of choice on the Central Coast, resulting in more frequent visitations. The discussion on marketing continued with talking about the TBID’s target areas and branding, including a handout with sample images (Exhibit A). Board Member Hendy left the meeting at 3:30 p.m. 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. Ms. Diefenderfer explained the sample workplan included with the staff report, and the TBID Board discussed their needs. PUBLIC COMMENT: None There was Board consensus to accept the Draft Workplan for Ms. Diefenderfer, minus the sales portion. 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. Chairperson Patel explained the request for support on the initiative to have the Piedras Blancas Outstanding National Area becoming the Piedras Blancas State and National Monument. PUBLIC COMMENT: None MOTION: By Board Member Helbert and seconded by Board Member Alexander to adopt the Draft Resolution supporting the designation of the Piedras Blancas Outstanding National Area as the Piedras Blancas State and National Monument. Motion passed 4:0 by a voice vote. (Hendy was absent) ITEM NUMBER: A-1 DATE: 04/29/15 Atascadero TBID March 18, 2015 Page 4 of 4 C. BOARD MEMBER COMMENTS: None There was Board consensus that their next meeting will be Wednesday, April 29th at 2:00 p.m. D. CITY STAFF COMMENTS: Deputy City Manager Torgerson announced the TBID Nomination Meeting scheduled for Wednesday, March 25th at 3:00 p.m. E. ADJOURNMENT: Chairperson Patel adjourned the meeting at 4:11 p.m. MINUTES PREPARED BY: ______________________________________ Marcia McClure Torgerson, C.M.C. Deputy City Manager / City Clerk The following exhibit is available for review in the City Clerk’s office: Exhibit A – Sample images from Verdin ITEM NUMBER: A-1 DATE: 04/29/15 ! 2015%Sunset'SAVOR%the%Central%Coast% City!of!Atascadero! ! !Visit!San!Luis!Obispo!County!▪!835!12th!St.,!Suite!204!▪!Paso!Robles,!CA!93446! !Phone:!805.541.8000!|!Fax:!805.543.9498!|!Web:!savorcentralcoast.com! Page%1% April!22,!2015! Rachelle!Rickard! City!of!Atascadero! ! Dear!Ms.!Rickard,! Thank!you!for!your!consideration!of!sponsorship!in!the!2015!Sunset'SAVOR!the!Central!Coast.!“All! Roads!Lead!to!SAVOR”!is!the!theme!surrounding!the!2015!event!and!we!are!confident!that!by! working!together!with!the!City%of%Atascadero,!we!will!more!effectively!promote!San!Luis!Obispo! County!as!a!premier!California!destination.!Below,!please!find!two!custom!sponsorship!package! options!crafted!for!the!consideration!of!the!City%of%Atascadero.! 1)%SPONSOR%LEVEL:%SILVER! Investment:%$10,000!! Transportation%Sponsor:! • Opening!Night!Event!! o Premiere!Coach!stop,!host!in!Atascadero! • Main!Event! o Premiere!Coach!stop!in!Atascadero! % Main%Event%Benefits:% • One!(1)!10’!by!20’!booth!space!! o Includes!four!(4)!weekend!working!passes! % Adventure%Tour:% • Opportunity!to!host!Adventure!Tour!on!Friday,!September!24!in!the!City!of!Atascadero! o Adventure!Tours!are!from!10!am!to!2!pm! o SAVOR!Adventure!Tour!Coordinator!will!work!with!Atascadero!Team!to!create!the! perfect!Atascadero!adventure!experience,!featuring!Bristol!Cider!House!or!Molly! Pitcher!Brewing!Co!to!showcase!the!unique!artisan!products!happening!in! Atascadero! ! Additional%Sponsor%Benefits:% • “Atascadero!Craft!Beer!&!Cider!Tasting”!at!Winemaker!Central!during!the!Main!Tasting!on! Saturday,!September!26!and!Sunday,!September!27! o Featuring!Molly!Pitcher!Brewing!Co!and!Bristol!Cider!House! ! ! ! ! ! ! ! ! ! ITEM NUMBER: B-1 DATE: 04/29/15 Sunset'SAVOR%the%Central%Coast%%%%%%%%%%City%of%Atascadero% !Visit!San!Luis!Obispo!County!▪!835!12th!St.,!Suite!204!▪!Paso!Robles,!CA!93446! !Phone:!805.541.8000!|!Fax:!805.543.9498!|!Web:!savorcentralcoast.com! Page%2% % Promotional%Benefits:% • Tools!for!hotel!partners!to!create!Custom!Packages.!Hotels!linked!to!SAVOR!website.! Promotional!offers!include!20%!off!Main!Event!Saturday!tickets!and!$50!Main!Event!Sunday! tickets!! • City!logo!printed!in!the!event!program!! • City!logo!with!hotlink!on!the!SAVOR!website!! • Brochure/Gift!item!included!in!SAVOR!Main!Event!Welcome!Bag!d!8,000!Pieces!! • One!(1)!full!page!ad!in!the!Event!Program!! % Social%Media%Integration:% • Tier!Four!Social!Media!Integration!to!include:% o Opportunity!to!sponsor!one!day!of!featured!content!–!sponsored!content!options! include:% ! Tastemaker!Tuesday!featuring!local!artisans!and!personalities% ! Wine!Wednesday% ! Foodie!Friday!featuring!chefs,!recipes,!produce,!food!photos,!etc.% o Atascadero!Sunday!–!a!total!community!takeover!on!all!social!media!channels! Destination!supported!Pinterest!board!on!the!SAVOR!Pinterest!page% o Minimum!of!five!(5)!Facebook!and!Twitter!mentions% % Tickets:% • Ten!(10)!Main!Event!Weekend!Passes!with!VIP!Access!! • Two!(2)!VIP!Main!Event!Parking!Passes!! • Two!(2)!Opening!Night!Event!Tickets!! • Option!to!purchase!the!same!quantity!of!general!Main!Event!passes!in!this!!package!at!20%! off!! % BONUS%OPTION:% Additional%Investment:%$2,500! • Host!a!demonstration!on!the!Travel!&!Adventure!stage!at!the!Main!Tasting!on!Saturday,! September!26!and!Sunday,!September!27.!This!is!a!great!way!to!feature!the!Atascadero!Zoo.!! ! % 2)%SPONSOR%LEVEL:%%GOLD! Investment:%$18,000!! Transportation%Sponsor:! • Opening!Night!Event!! o Premiere!Coach!stop,!host!in!Atascadero! • Main!Event! o Premiere!Coach!stop!in!Atascadero! % Main%Event%Benefits:% • One!(1)!10’!by!20’!booth!space!! o Includes!four!(4)!weekend!working!passes! % % % ITEM NUMBER: B-1 DATE: 04/29/15 Sunset'SAVOR%the%Central%Coast%%%%%%%%%%City%of%Atascadero% !Visit!San!Luis!Obispo!County!▪!835!12th!St.,!Suite!204!▪!Paso!Robles,!CA!93446! !Phone:!805.541.8000!|!Fax:!805.543.9498!|!Web:!savorcentralcoast.com! Page%3% Adventure%Tour:% • Opportunity!to!host!Adventure!Tour!on!Friday,!September!24!in!the!City!of!Atascadero! o Adventure!Tours!are!from!10!am!to!2!pm! o SAVOR!Adventure!Tour!Coordinator!will!work!with!Atascadero!Team!to!create!the! perfect!Atascadero!adventure!experience,!featuring!Bristol!Cider!House!or!Molly! Pitcher!Brewing!Co!to!showcase!the!unique!artisan!products!happening!in! Atascadero! % Additional%Sponsor%Benefits:% • “Atascadero!Craft!Beer!&!Cider!Tasting”!at!Winemaker!Central!during!the!Main!Tasting!on! Saturday,!September!26!and!Sunday,!September!27! o Featuring!Molly!Pitcher!Brewing!Co!and!Bristol!Cider!House! • Official!Plate!Sponsor!of!the!Main!Tasting!Event! o Logo!featured!on!Main!Tasting!plates!given!to!each!attendee!–!8,000!plates! % Promotional%Benefits:% • Logo!inclusion!in!NEW!“All!Roads!Lead!To!Savor”!promotion!integration!into!Sunset! Magazine! • Tools!for!hotel!partners!to!create!Custom!Packages.!Hotels!linked!to!SAVOR!website.! Promotional!offers!include!20%!off!Main!Event!Saturday!tickets!and!$50!Main!Event!Sunday! tickets!! • City!logo!printed!in!the!event!program!! • City!logo!with!hotlink!on!the!SAVOR!website!! • Brochure/Gift!item!included!in!SAVOR!Main!Event!Welcome!Bag!d!8,000!Pieces!! • One!(1)!full!page!ad!in!the!Event!Program!! ! Social%Media%Integration:% • Tier!Four!Social!Media!Integration!to!include:% o Opportunity!to!sponsor!one!day!of!featured!content!–!sponsored!content!options! include:% ! Tastemaker!Tuesday!featuring!local!artisans!and!personalities% ! Wine!Wednesday% ! Foodie!Friday!featuring!chefs,!recipes,!produce,!food!photos,!etc.% ! Atascadero!Sunday!–!a!total!community!takeover!on!all!social!media! channels!(twice!leading!up!to!SAVOR)% o Destination!supported!Pinterest!board!on!the!SAVOR!Pinterest!page% o Minimum!of!five!(5)!Facebook!and!Twitter!mentions% % Tickets:% • Fifteen!(15)!Main!Event!Weekend!Passes!with!VIP!Access!! • Two!(2)!VIP!Main!Event!Parking!Passes!! • Four!(4)!Opening!Night!Event!Tickets!! • Option!to!purchase!the!same!quantity!of!general!Main!Event!passes!in!this!!package!at!20%! off!! ! BONUS%OPTION:% Additional%Investment:%$2,500! • Host!a!demonstration!on!the!Travel!&!Adventure!stage!at!the!Main!Tasting!on!Saturday,! September!26!and!Sunday,!September!27.!This!is!a!great!way!to!feature!the!Atascadero!Zoo.! ! ITEM NUMBER: B-1 DATE: 04/29/15 Placeholder – Outline of Marketing Plan To be Presented by Verdin Marketing ITEM NUMBER: B-2 DATE: 04/29/15 BYLAWS OF THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT ADVISORY BOARD (Draft Outline – April 24, 2014) ARTICLE(I(–(ATASCADERO(TOURSIM(IMPROVEMENT(DISTRICT( Section 1. Establishment of the ATBID Section 2. Boundaries of the ATBID Section 3. Definitions Section 4. Assessment Section 5. City Administrative Fee Section 6. City Manager Authority Section 7. Severability Section 8. Certification and Publication ARTICLE(II(–(THE(ADVISORY(BOARD( Section 1. Name Section 2. Place of Meeting Section 3. Purpose Section 4. Representation Before Public Bodies ARTICLE(III(–(Board( Section 1. Officers Section 2. Board Categories and Qualifications Section 3. Non-Lodging Board Member Section 4. Terms Section 5. Nomination Process Section 6. Filling of Vacancies Section 7. Conflict of Interest Section 8. Removal of Board Member Section 9. Resignation ITEM NUMBER: B-3 DATE: 04/29/15 ARTICLE(IV(–(OFFICERS( Section 1. Officers Section 2. Chairperson Section 3. Vice Chairperson Section 4. Additional Duties Section 5. Election Section 6. Removal of Officers Section 7. Vacancies ARTICLE(V(–(MEETINGS( Section 1. Regular Meetings Section 2. Special Meetings Section 3. Committee Meetings Section 4. Adjourned Meetings Section 5. Meetings to be Open and Public Section 6. Quorum Section 7. Posting Agendas/Notices Section 8. Right of Public to Appear and Speak Section 9. Non-Agenda Items Section 10. Unexcused Absences Section 11. Order of Business Section 12. Minutes (Action) Section 13. Reports to City Council ARTICLE(VI(–(Committees( Section 1. ATBID Representation Section 2. Opportunities for Stakeholder and Community Participation Section 3. Right of Public to Appear and Speak ITEM NUMBER: B-3 DATE: 04/29/15 ARTICLE(VII(–(Budget( Section 1. Annual Budget Section 2. Authorized Expenditures & Use of Assessment Revenues Section 3. ATBID Fund ARTICLE(VIII(–(CONTRACTED(SUPPORT(ROLES( Section 1. Destination Manager Section 2. Marketing Services ARTICLE(IX(–(BID(Renewal(Process( Section 1. Preparation and Adoption of Renewal Reports and Resolution of Intention to Levy Proposed Assessment Section 2. Protest Procedures Section 3. Approval of Annual Assessment Section 4. CEQA Compliance ITEM NUMBER: B-3 DATE: 04/29/15 Recommended Budget Categories (Draft Outline – April 24, 2014) Contracted*Services* • Destination Manager Retainer Fees • Marketing Firm Fees Marketing*Activities* • Marketing Plan • Visual Assets o Photography o Creative Services • Digital Marketing o Website Updates o Social Media • Advertising o Print o Digital o Other • Public Relations o Group FAM o Individual Itineraries Tour*&*Travel* • Co-Operative Opportunities o CCTC FAMs o Visit CA FAMs Consumer*Outreach* • Consumer Show Presence • Consumer Event Support • Email Marketing ITEM NUMBER: B-3 DATE: 04/29/15 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Proposed Regular Meeting Schedule Options Board Member 1 Board Member 2 Board Member 3 Board Member 4 Board Member 5 City Council Liaison Rec. Board Member 1 Rec. Board Member 2 First Tuesday First Wednesday First Thursday Second Wednesday Second Thursday Third Tuesday Third Thursday Fourth Wednesday Fourth Thursday Directions: Place the timeframe you could be available on a regular basis as it corresponds to each regular day within a month. ITEM NUMBER: B-4 DATE: 04/29/15