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HomeMy WebLinkAboutTBID_2015-05-19_ Supplemental City of Atascadero Office of the City Clerk TO: TBID Advisory Board FROM: Marcia McClure Torgerson City Clerk / Deputy City Manager SUBJECT: Additional Information Provided to TBID Advisory Board after Agenda Distribution DATE: May 18, 2015 The attached agenda packet is additional information that was provided by the TBID Destination Manager on May 18, 2015. ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, May 19, 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 – April 29, 2015 ! Action: Board approve the Draft Action Minutes of April 29, 2015. [City Manager’s Office] ! TBID Nomination Special Meeting Draft Action Minutes – March 25, 2015 ! Action: Board approve the Draft Action Minutes of March 25, 2015. [City Manager’s Office] B. BUSINESS ITEMS 1. ATBID Operations • Proposed Bylaws Update • Action: Board to review draft document various recommendations for areas of update or clarification. • Fiscal Impact: None • Budget Development • Action: Board to review recommended allocation of funding for 2015/2016 budget. • Fiscal Impact: None 2. Lakeside Wine Festival Shuttle • Action: Board to discuss opportunities of the Atascadero Lakeside Wine Festival Shuttle and make a recommendation on opportunity for involvement. • Fiscal Impact: Pending transportation and sponsorship costs 3. Atascadero TBID Renewal • Action: Review and accept or amend the annual report and budget for filing with City Council • Fiscal Impact: None C. UPDATES 1. Introduction of Deputy City Manager– Terrie Banish 2. Update on City of Atascadero Strategic Planning with Corragio Group– Marcia Torgerson 3. Marketing Update – Stephanie Goodwin 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. ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT MINUTES Wednesday, April 29, 2015 at 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 2:00 p.m. ROLL CALL: Present: Board Members Alexander, Hendy, Vice Chairperson Sohi, and Chairperson Patel Absent: Board Member Helbert Staff Present: Destination Manager Amanda Diefenderfer, Marketing Consultant Mary Verdin, and Deputy City Manager / City Clerk Marcia McClure Torgerson. APPROVAL OF AGENDA: MOTION: By Vice Chairperson Sohi and seconded by Board Member Hendy to approve the agenda. Motion passed 4:0 by a voice vote. PUBLIC COMMENT: The following citizens spoke during Public Comment: Jessica Sohi Chairperson Patel closed the PUBLIC COMMENT period. Atascadero TBID April 29, 2015 Page 2 of 5 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] MOTION: By Board Member Hendy and seconded by Board Member Alexander to approve the Consent Calendar. Motion passed 4:0 by a voice vote. B. BUSINESS ITEMS Chairperson Patel tabled Item #! – Savor the Central Coast, until after the TBID Board hears Item #2 – Draft Marketing Plan. 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 Visit San Luis Obispo County President &CEO Stacie Jacobs gave a summary of the upcoming Savor the Central Coast event. PUBLIC COMMENT: The following citizens spoke on this item: Tom O’Malley, Heather Moreno, and Mary Verdin. Chairperson Patel closed the Public Comment period. MOTION: By Vice Chairperson Sohi and seconded by Chairperson Patel to recommend to the City Council that the TBID partner with the City on the Savor event with the maximum of cost to be no more than $10,000 each. Motion passed 4:0 by a voice vote. 2. Draft Marketing Plan – Presented by Verdin Marketing • Action: Board to accept recommended marketing plan • Fiscal Impact: None Verdin Marketing made a presentation to the TBID Board of their draft Marketing Plan. Atascadero TBID April 29, 2015 Page 3 of 5 PUBLIC COMMENT: The following citizens spoke on this item: Tom O’Malley, and Heather Moreno. Chairperson Patel closed the Public Comment period. MOTION: By Board Member Alexander and seconded by Vice Chairperson Sohi to: 1. Submit revised Marketing Plan feedback back to Verdin by May 8th; and, 2. Send a request to the City Manager for website access. Motion passed 4:0 by a voice vote. 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 Destination Manager Diefenderfer reviewed the draft outline for a proposed bylaws document. PUBLIC COMMENT: None MOTION: By Board Member Alexander and seconded by Board Member Hendy to direct the Destination Manager to develop a draft bylaws document for approval at the May meeting. Motion passed 4:0 by a voice vote. • Budget Development • Action: Board to review areas of activity for inclusion in the 2015/2016 budget • Fiscal Impact: None Destination Manager Diefenderfer reviewed the budget information for the TBID Board. PUBLIC COMMENT: None MOTION: By Board Member Hendy and seconded by Vice Chairperson Sohi to prepare the 2015/2016 budget and Annual Report. Motion passed 4:0 by a voice vote. Atascadero TBID April 29, 2015 Page 4 of 5 4. Regular Meeting Schedule • Action: Board to review regular meeting dates and select a routine calendar moving forward • Fiscal Impact: None Destination Manager Diefenderfer handed out a scheduling table for Board Members to fill out, specifying best dates for regular monthly meetings. PUBLIC COMMENT: None Ms. Diefenderfer announced that she would notify everyone of the preferred date for the future monthly meetings. C. UPDATES 1. Update on ATBID Board Member application and resulting recommendation to City Council – Marcia Torgerson The TBID Board’s recommendation for the upcoming 2 vacancies on the Board will go to the City Council on June 23, 2015. 2. Update on Deputy Position – Marcia Torgerson The new Deputy City Manager-Promotions, Events & Public Outreach will begin employment with the City on May 18, 2015. 3. Update on Countywide TMD – Amanda Diefenderfer a. Atascadero Board Member Representation The City of Atascadero appointed J.P. Patel to be Atascadero representative on the Countywide TMD Board. b. Marketing Committee Opportunities Applications are still being accepted for the Marketing Committee for the Countywide TMD. Closing date is May 29, 2015. 4. Marketing Update – Mary Verdin a. Verdin Marketing Monthly Report Verdin will be coming back to the next TBID meeting with a marketing plan based on the input they received at this meeting. Atascadero TBID April 29, 2015 Page 5 of 5 D. BOARD MEMBER COMMENTS: Council Member Hendy asked that the Wine Festival Shuttle Service be added to the next agenda for consideration. Chairperson Patel asked that a discussion of the possibility of changing the name of the Atascadero TBID be placed on the next agenda. E. ADJOURNMENT: MOTION: By Chairperson Patel and seconded by Board Member Alexander to adjourn the meeting. Motion passed 4:0 by a voice vote. The meeting adjourned at 4:15 p.m. MINUTES PREPARED BY: ______________________________________ Marcia McClure Torgerson, C.M.C. Deputy City Manager / City Clerk SPECIAL MEETING ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT1 Wednesday, March 25, 2015 3:00 p.m. City of Atascadero City Hall 6500 Palma Ave., Room 306 Atascadero, California NOMINATION MEETING DRAFT MINUTES Chairperson Patel called the meeting to order at 300 p.m. ROLL CALL: Present: Board Members Alexander, Vice Chairperson Sohi, and Chairperson Patel Absent: Board Members Hendy and Helbert Staff Present: Deputy City Manager / City Clerk Marcia McClure Torgerson. PUBLIC COMMENT: None NOMINATION MEETING: Nominations were accepted for two upcoming vacancies on the Atascadero TBID Advisory Board. All attendees of this meeting, including the Board Members, voted by secret ballot for two candidates. The top two nominations will be taken as a recommendation to the City Council at a future meeting. The following attendees were nominated: Tom O’Malley (Portola Inn) and Michael Wambolt (Springhill Suites). The four attendees eligible to vote voted for Tom O’Malley Atascadero TBID March 25, 2015 Page 2 of 2 and Michael Walbolt. These nominations will be brought to the City Council as a recommendation to fill the two upcoming vacancies on the TBID Board as of July 1, 2015. ADJOURNMENT: Chairperson Patel adjourned the meeting at 3:35 p.m. MINUTES PREPARED BY: ______________________________________ Marcia McClure Torgerson, C.M.C. Deputy City Manager / City Clerk BYLAWS OF THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT ADVISORY BOARD ARTICLE(I(–(Atascadero(Tourism(Business(Improvement(District( Section 1. Establishment of the ATBID. A business improvement area to be designated as the Atascadero Tourism Business Improvement District (“ATBID”) is hereby established pursuant to the Parking and Business Improvement Area Law of 1989 (California Streets and Highways Code section 36500 and following) (the “BID Law”). Section 2. Boundaries of the ATBID. The boundaries of the Atascadero Tourism Business Improvement District are the same boundaries as the corporate boundaries of the City. Section 3. Definitions. The following words and phrases used in this ordinance will have the meaning set forth in this section: A. “Lodging Business” has the same meaning as “hotel” in Section 3-3.02 of Chapter 3 (Transient Occupancy Tax) of this Code. B. “Occupancy” has the same meaning as in Section 3-3.02 of Chapter 3 (Transient Occupancy Tax) of this Code. C. “Operator” has the same meaning as in Section 3-3.02 of Chapter 3 (Transient Occupancy Tax) of this Code. D. “Rent” has the same meaning as in Section 3-3.02 of Chapter 3 (Transient Occupancy Tax) of this Code. E. “Tax Administrator” means the City Finance Director. F. “Transient” has the same meaning as in Section 3-3.02 of Chapter 3 (Transient Occupancy Tax) of this Code. G. “Transient Occupancy Tax” has the same meaning as in Section 3-3.02 of Chapter 3 (Transient Occupancy Tax) of this code. Section 4. Assessment. A. Assessment. Each Lodging Business will collect and remit to the City an ATBID assessment equal to two percent (2%) of the rent charged by the Business per occupied room or space per night for transient occupancies. B. New Lodging Business Subject to Assessment. Any new Lodging Business established within the boundaries of the ATBID subsequent to its formation will be required to collect and remit the applicable ATBID assessment. C. Exemptions. No assessment will be imposed on a Lodging Business for any rent paid by a transient who is exempt by law from paying any transient occupancy taxes as provided in section 3-3.04 of this code. D. Extended Stays. No assessment will be imposed on any Lodging Business for any rent paid by a person who is not deemed a “transient” (as defined in Section 3-3.02 of this code) when such person’s stay is longer than 30 consecutive calendar days. E. Payment of Assessments. Each Lodging Business must remit the assessment at the time the Business pays its transient occupancy taxes to the City and must complete and provide such form detailing the applicable rent received and assessment as may be required by the City. The assessment will not be included in gross room rental revenue for the purpose of determining the amount of transient occupancy taxes due. F. Payment Prerequisite to Business License and Penalties and Procedures for Unpaid Assessments. a. No business license or tax certificate will be issued under Chapter 5 of this code unless the ATBID assessment payment is current. b. Penalties and interest will be assessed upon any unpaid assessment in manner specified in Section 3-3.08 of this code until such time as the current assessment is paid in full; provided, however, that if there is concurrently a delinquency of the transient occupancy tax as well as the assessment, a single penalty of $200 will be imposed under Section 3-3.08(a) in addition to the 10% penalty on the amount of the unpaid assessment. Section 5. City Administrative Fee. City will retain one percent (1%) of the collected assessments as and for its administrative fees and costs. Section 6. City Manager Authority. The City Manager may, by contract, authorize expenditures to be made in accordance with the annual ATBID program and budget as recommended by the Advisory Board and approved by the City Council. Section 7. Severability. If any action, section, clause, or phrase of this ordinance is, for any reason, held by a court of competent jurisdiction to be invalid, such decision will not affect the validity of the remaining portions of this ordinance. The City Council of the City of Atascadero declares that it would have passed and does hereby pass this section and each sentence, section, clause, and phrase hereof, irrespective of the fact that any one or more sections, sentences, clauses, or phrases to be declared invalid or unconstitutional. Section 8. Certification and Publication. The City Clerk is directed to certify the adoption of this ordinance and cause the same to be published in the manner required by law. ARTICLE(II(–(THE(ADVISORY(BOARD( Section 1. Name. The official name of the Advisory Board shall be the “Atascadero Tourism Business Improvement District” (hereinafter referred to as the “TBID Advisory Board”). Marketing activities resulting from the TBID Advisory Board’s efforts may be represented by a consumer-facing brand fit to achieve the goals of the mission of the TBID. Section 2. Place of Meeting. The TBID Board shall hold its meetings at the Atascadero City Hall or such other location as may be designated from time to time by the Chairperson. Section 3. Purpose. The TBID serves at the pleasure of the City Council as a means to aid the City Council in gathering lodging and tourism industry input by providing a forum through which private citizens may advise the City Council of the City of Atascadero (“Agency”) on matters relating to the TBID goals. In order to accomplish that purpose, the TBID may consult with and advise the Agency on those matters which deal with: A. The method and basis of levying assessments within the District B. Expenditures of revenues derived from such assessments; and C. Programs, services, improvements, and activities intended to promote tourism and local tourist lodging establishments within the District. ARTICLE(III(–(Board( Section 1. Board. The City Council will appoint the five (5)-member ATBID Advisory Board. The ATBID Advisory Board will meet quarterly or more frequently. The ATBID Board Members will serve at the pleasure of the City Council. The Council may, by majority vote, remove any Advisory Board member with or without cause. Section 2. Board Categories and Qualifications. Membership on the Advisory Board is eligible to representatives of Lodging Businesses within the ATBID area who have fully paid their ATBID assessment at the time of the appointment, and remain fully paid during the term of their membership on the Board. Membership on the ATBID Advisory Board is limited to Lodging Business owners or employees holding the written consent of the Lodging Business owner within the ATBID area. To sponsor a member on the ATBID Advisory Board, each Lodging Business must have fully paid its ATBID assessment at the time of appointment, and remain fully paid during the term of that representative’s membership on the Board. Section 3. Non-Lodging Board Members. Should the situation arise in which interest and availability of eligible Lodging Business owners or employees is not at a level to fulfill the open board positions, the nomination process may be opened up to Atascadero community members actively involved in tourism related activities. To be nominated, a community member must hold a written recommendation from the owner of a Lodging Business within the ATBID area. Section 4. Terms. ATBID Advisory Board members will serve staggered three-year terms. In order to establish the staggering of these terms, the initial nomination at the establishment of the ATBID was for three members to serve a three-year tem and two members to serve a two-year term. An Advisory Board member may serve up to three consecutive terms. Following a full year break from the Advisory board, any eligible member may be nominated to again serve on the board, restarting the cycle of consecutive terms. Section 5. Nomination Process. The ATBID Advisory Board will be appointed by the City Council, following a nomination process facilitated by the Lodging Businesses. At least 3 months in advance, the then current Advisory Board will mail a letter to each Lodging Business in the ATBID announcing the ATBID Advisory Board seats that are scheduled to become vacant as of July 1 of that calendar year, outlining the schedule of the nomination process and requesting nominations for the Board from such Lodging Businesses. At the noticed meeting, the ATBID will facilitate a nomination process whereby any business owners meeting the qualification established in Article II, Sections 2 & 3 above may be nominated for a seat on the Board. At the same meeting, the ATBID will facilitate an election by the sitting ATBID Advisory Board present at the meeting. The persons receiving the most votes will be deemed to have won the nomination. The nominee’s names will be forwarded to the City Clerk no later than 30 days in advance of the start of the term for those seats as a recommendation to the City Council for filling board vacancies. Section 6. Filling of Vacancies. Should a board seat become vacant, the Advisory Board shall reopen the nomination process in accordance with the processes outlined in Article II, Section 5. The nomination will be brought forth to City Council for confirmation. Section 7. Conflict of Interest. ATBID Advisory Board members shall refrain from using their position to unduly influence the deliberations or decisions of the City Council or other City commission, board or committee. Section 8. Removal of Board Member. A member may be removed by an affirmative vote of a majority of the City Council, if, after a hearing, it is found and determined that any one of the following grounds for termination exists.: A. The member shall not be, or shall no longer be, qualified in accordance with Article II, section 2 or 3; or B. The member shall have acted in violation of Article V, Section 10 of these bylaws. C. The member shall have served three consecutive full terms. D. The ATBID has been terminated by the City Council. Section 9. Resignation. Any TBID Advisory Board member may resign at any time by giving written notice to the Chairperson, who shall forward such notice to the TBID Advisory Board. Any such resignation will take effect upon any date specified therein. The acceptance of such resignation shall not be necessary to make it effective. ARTICLE(IV(–(OFFICERS( Section 1. Officers. The officers of the Agency shall be a Chairperson and Vice Chairperson. Section 2. Chairperson. The Chairperson shall be elected by the Board Members at the first meeting. The Chairperson shall preside at all meetings of the TBID Advisory Board. The Chairperson shall be entitled to vote on all matters coming before the TBID Advisory Board. Section 3. Vice Chairperson. The Vice Chairperson shall be elected by the Board members at the first meeting. The Vice Chairperson shall perform the duties of the Chairperson in the absence or incapacity of the Chairperson; and in the case of the resignation or death of the Chairperson; the Vice Chairperson shall perform such duties as are imposed on the Chairperson until such time as a new Chairperson is elected or appointed. Section 4. Additional Duties. The officers of the TBID Advisory Board shall perform such other duties and functions as may from time to time be required by the TBID, these Bylaws, rules or regulations of the TBID. Section 5. Election. The Chairperson and Vice Chairperson shall initially be elected from among the members of the TBID Advisory Board at the Board’s first regular meeting. Thereafter, the Chairperson and Vice Chairperson shall be elected from among the members of the Board annually at the first meeting following each annual renewal of the TBID. The regular term of appointment for both officers shall be one (1) year. Officers of the TBID Advisory Board shall hold office until their successors are elected and in office. Section 6. Re-Election. An officer may choose to run for re-election for a total of X consecutive terms. After X full year, an individual meeting the qualifications for offeicer nomination may be re-elected to the board. Section 7. Removal of Officers. Upon an affirmative vote by a majority of the members of the TBID Advisory Board present at a regular or special meeting of the TBID Advisory Board at which a quorum is present, any officer may be removed from office, and a successor elected pursuant to Section 8 of this Article II. Section 8. Vacancies. Should the offices of Chairperson or Vice Chairperson become vacant, the Advisory Board shall select a successor from its membership at the regular meeting, and such election shall be for the period until a new Chairperson and/or Vice Chairperson are selected. In the event of a vacancy on the TBID Advisory Board, the City Council shall select an individual to fill such vacancy as soon as reasonably practical. ARTICLE(V(–(MEETINGS( Section 1. Regular Meetings. Regular meetings shall be held at the Atascadero City Hall unless otherwise specified on a monthly schedule. Additional meetings may be held as deemed necessary for the purpose of transacting the business of the TBID Advisory Board. A regular meeting of the TBID Board may be adjourned to a time and place specified in the order of adjournment pursuant to the requirements of Government Code Section 54955. Section 2. Special Meetings. The Chairperson of the TBID Advisory Board may, when deemed expedient, call a special meeting of the Board for the purpose of transacting any business designated in the call. The call for a special meeting may be delivered to each member of the Board via phone or email communication at least one day prior to the date of such special meeting. At such special meeting no business shall be considered other than as designed in the call. Section 3. Committee Meetings. In support of specific activities, the need for discussion-based exploration of certain topics or the opportunity to gather feedback from a wider range of tourism stakeholders, regular committee meetings may be established. These committees must have at least one sitting ATBID Advisory Committee member but, in compliance with the Brown Act, will have no more than two present. Committees may also include other community members as approved by the ATBID Advisory Committee and all meetings shall be open to the public to attend and to apply for a position on the committee. Section 4. Adjourned Meetings. Any meeting of the TBID may be adjourned to another meeting date, time and place without need for notice requirements of a special meeting, provided the adjournment indicates the date, time and place of the adjourned meeting. The TBID members absent from the meeting at which the adjournment decision is made shall be notified by the Destination Manager of the adjourned meeting. Section 5. Meetings to be Open and Public. All meetings of the TBID Advisory Board shall be open and public to the extent required by law. All persons shall be permitted to attend except as otherwise provided by law. Section 6. Quorum. The powers of the TBID Advisory Board shall be vested in the members thereof in office from time to time. A majority of current members shall constitute a quorum for the purpose of conducting business and exercising its powers and for all other purposes. Three (3) of the five (5) members then in office shall constitute a quorum for the purpose of conducting the TBID Advisory Board’s business, exercising its powers and for all other purposes, but less than that number may adjourn the meeting until a quorum is obtained. An affirmative vote by a majority of the members of the TBID Advisory Board present at a regular or special meeting of the TBID Advisory Board at which a quorum is present shall be required for approval of any questions brought before the TBID Advisory Board. Section 7. Posting Agendas/Notices. The City Staff member assigned to the TBID Advisory Board, or his or her authorized representative, shall post an agenda for each regular TBID Advisory Board meeting or a notice for each special TBID Advisory Board meeting, containing a brief description of each item of business to be transacted or discussed at the meeting together with the time and location of the meeting. Agendas/Notices shall be compiled and distributed by the contracted Destination Manager. Agendas/Notices shall be posted on the City of Atascadero website at least seventy-two hours in advance of each regular meeting and at least twenty-four hours in advance of each special meeting. Section 8. Right of Public to Appear and Speak. At every regular meeting, members of the public shall have an opportunity to address the TBID Advisory Board on matters within the TBID Advisory Board subject matter jurisdiction. Public input and comment on matters on the agenda, as well as public input and comment on matters not otherwise on the agenda, shall be made during the time set aside for public input and comment; provided, however that the TBID Advisory Board may direct that public input and comment on matters on the agenda be heard with the matter regularly comes up on the agenda. The Chairperson may limit the total amount of time allocated for public discussion on particular issues and/or the time allocated for each individual speaker. Section 9. Non-Agenda Items. Matters brought before the TBID Advisory Board at a regular meeting which were not placed on the agenda of the meeting shall not be acted upon by the TBID Advisory Board at that meeting unless action on such matters is permissible pursuant to the Ralph M. Brown Act (Gov. code 54950 et seq.). Those non-agenda items brought before the TBID Advisory Board that the TBID Advisory Board determines will require TBID Advisory Board consideration and action and where TBID Advisory Board action at that meeting is not so authorized shall be placed on the agenda for a future meeting. Section 10. Unexcused Absences. If a member shall be absent without the consent of the TBID Advisory Board from three (3) meetings, whether regular or special, within six (6) consecutive calendar moths, such absence shall result in the termination of the membership of the absenting member. A member’s absence shall be excused if, prior to the meeting from which the said member will be absent and the reasons therefore; provided, however, that a member shall be entitled to only two (2) excused absences within twelve (12) consecutive calendar months. At each meeting, after the roll has been called, the Chairperson shall report to the TBID Advisory Board the name of any member who has so notified him or her of his or her intent to be absent and the reason for such absence. Section 11. Order of Business. All business and matters before the TBID Advisory Board shall be transacted in conformance with the City Council’s established practice. Section 12. Minutes (Action). Action minutes of the TBID Advisory Board shall be prepared in writing by the City staff member assigned to the TBID Advisory Board. Copies of the action minutes of each TBID Advisory Board meeting shall be made available to each member of the TBID Advisory Board. Approved action minutes shall be filed in the official book of minutes of the TBID Advisory Board and forwarded to the City Council for information. Section 13. Reports to City Council. The TBID Advisory Board is responsible to prepare an annual work plan and subsequent annual report to City Council. Any additional projects that are not part of the work plan will need to be approved by City Council. ARTICLE(VI(–(Committees( Section 1. ATBID Representation. All committees established by the ATBID will include at minimum X ATBID members to ensure smooth collaboration between the ATBID and the established committees. Section 2. Opportunities for Stakeholder and Community Participation. All committees will be open for the community and tourism stakeholders to participate in. This will allow these committees to broaden the communication and understanding of the tourism needs related to the ATBID activities. Section 3. Right of Public to Appear and Speak. At every regular meeting, members of the public shall have an opportunity to address the TBID Advisory Board on matters within the TBID Advisory Board subject matter jurisdiction. Public input and comment on matters on the agenda, as well as public input and comment on matters not otherwise on the agenda, shall be made during the time set aside for public input and comment; provided, however that the TBID Advisory Board may direct that public input and comment on matters on the agenda be heard with the matter regularly comes up on the agenda. The Chairperson may limit the total amount of time allocated for public discussion on particular issues and/or the time allocated for each individual speaker. Section 4. Committee Reporting. Minutes shall be recorded at every committee meeting and accepted by the ATBID Board in their subsequent meeting. ARTICLE(VII(–(Budget( Section 1. ATBID Fund. There is created a special fund designated as the “Atascadero Tourism Business Improvement District Fund” into which all revenues derived from the ATBID assessments under this ordinance will be placed. Such funds may only be used only for the purposes specified in this ordinance and the approved annual reports. Section 2. Annual Budget. The ATBID Board will work with the contracted Destination Manager and Marketing Services firms to establish an annual budget to cover all marketing activities for the upcoming year. This budget will be presented for approval by the City Council within the annual renewal process. The budget will be created to allocate all anticipated funds to be received through the TBID assessment. Section 3. Authorized Expenditures. The Advisory Board will recommend the expenditure of ATBID assessment revenues in accordance with the ATBID program and budget approved by the City Council, and in compliance with all City purchasing regulations, or as otherwise set by ordinance. ARTICLE(VIII(–(CONTRACTED(SUPPORT(ROLES( Section 1. Destination Manager. The TBID Advisory Board may recommend to the City to engage in a contracted position designated a Destination Manager. The role of the Destination Manager is to represent the ATBID through reviewing marketing strategies, providing a point of contact for partnering and inquiring parties, and coordination of ATBID activities and administration needs. Section 2. Marketing Services. The TBID Advisory Board may recommend to the City to engage in a contract with one or more professional marketing firms to help with the execution of the ATBID’s annual plan as it aligns with the goals the group. ARTICLE(IX(–(BID(Renewal(Process( Section 1. Preparation and Adoption of Renewal Reports. The ATBID Advisory Board will prepare, or cause to be prepared, and file an annual report with the City regarding the activities and finances of the ATBID. The report must, among other things, itemize the following: (1) proposed activities, programs and projects for the fiscal year; (2) the approximate cost of such activities programs and projects for the fiscal year; (3) the amount of surplus or deficit revenues carried over from a previous fiscal year; and (4) contributions received other than assessments. The report must meet the requirements of California Streets and Highways Code section 36533. The City Council will review each report, and may approve the report as filed or modify any portion of the report and approve it as modified. Section 2. Annual Resolution of Intent to Levy Assessment. After approving the annual report, the City will adopt an annual resolution of intention to levy the ATBID assessment for that fiscal year, and publish a notice of and hold a public hearing on the proposed annual assessment in accordance with the BID Law.” Section 3. Protest Procedures. Pursuant to California Streets and Highways Code, Sections 36524 and 36525, the following rules and procedures regarding the filing of protests and a majority protest will apply to public hearings on the annual report and assessment: A. At the annual public hearing to hear such protests, testimony of all interested persons for or against any changes to the extent of the District, or the furnishing of specified types of improvements or activities will be heard. A protest may be made in writing or orally by any interested person. Any protest pertaining to the regularity or sufficiency of the proceeding must be in writing and must clearly set forth the irregularity or defect to which the objection is made. B. Every written protest must be filed with the City Clerk on or before the public hearing date. The City Council may waive any irregularity in the form or content of any written protest, and at the public hearing may correct minor defects in the proceedings. A written protest may be withdrawn in writing at any time before the conclusion of the public hearing. C. Each written protest must contain a description of the business in which the person subscribing the protest is interested, sufficient to identify the business and if a person subscribing is not shown on the official records of the City as the owner of the business, the protest must contain or be accompanied by written evidence that the person subscribing is the owner of the business. A written protest which does not comply with this requirement will not be counted in determining a majority protest. D. If written protests are received from the owners of businesses in the ATBID or in any new areas proposed to be included in the ATBID, which will pay fifty percent (50%) or more of the assessments proposed to be levied and such protests are not withdrawn so as to reduce the protests to less than fifty percent (50%), no further proceedings to levy the proposed assessment, as contained in the resolution of intention, will be taken for a period of one year from the date of the finding of a majority protest by the City Council. If the majority protest is only against the furnishing of a specified type or types of improvements or activities within the area, those types of improvements or activities will be eliminated for the applicable period. Section 4. Approval of Annual Assessment. Following the hearing, the City Council may adopt a resolution confirming the report as originally filed or as changed by the Council. The adoption of the resolution will constitute the continuation of the levy for the fiscal year referred to in the report. GL #Notes INCOME PROJECTIONS 2015/2016 PROJECTED INCOME 1100 Projected 2% BID Revenue July 2014 - Jun 2015)163,090.00$ 1101 7% projected increase 11,416.30$ 1200 Cash Rollover -$ Estimated from previous rollover activity Total 174,506.30$ Expenses 2015/16 Category Budget % total budget Categorical Contingency 2100 Admin 4,000.00$ 2.29%254.94$ 2101 City Admin Fees 1,745.06$ 2102 Office Expense 2,000.00$ 2200 Contracting Firm Fees 40,000.00$ 22.92%-$ 2201 Big Red Marketing - Destinatino Manager 30,000.00$ 2202 Verdin Marketing - Marketing Firm 10,000.00$ 2300 Marketing Plan 10,000.00$ 5.73%-$ 2201 Development and update 10,000.00$ 2400 Visual Assets 15,000.00$ 8.60%2,500.00$ 2401 Photography 5,000.00$ 2402 Creative Services - Verdin 7,500.00$ 2500 Digital Marketing 25,000.00$ 14.33%-$ 2501 Website Update 10,000.00$ 2502 Social Media 15,000.00$ To include budget for boosted activity and $12000 for retainer 2600 Advertising 25,000.00$ 14.33%500.00$ 2601 Print 1,500.00$ 2602 Digital 20,000.00$ 2603 Reactive Advertising 3,000.00$ 2700 Public Relations 12,500.00$ 7.16%1,000.00$ 2701 Group FAM 5,000.00$ Includes $3000 retainer and $2000 hard costs 2702 Individual Itineraries 5,000.00$ Includes $3000 retainer and $2000 hard costs 2703 Wire Fees 1,500.00$ 2800 Tour & Travel 4,000.00$ 2.29%-$ 2801 CCTC Co Op Fams 2,000.00$ 2802 Visit CA Co Op Fams 2,000.00$ 2900 Consumer Outreach 15,000.00$ 8.60%3,500.00$ 2901 Consumer Show Presence 5,000.00$ 50% of Savor the Central Coast Sponsorshihp 2902 Consumer Event Support 5,000.00$ 50% of anticipate Savor the Central Coast costs 2903 Email Marketing 1,500.00$ TOTAL EXPENSES 150,500.00$ 4001 Cash Reserves 17,450.63$ 10.00% Contingency 5001 Contingency Fund (unallocated)$6,555.67 TOTAL Budget $174,506.30 ATBID 2015/16 BUDGETED P&L ATBID Annual Report Fiscal Year 2015-2016 (Pursuant to Streets & Highways Code Section 36533) 1. Proposed activities, programs and projects for the fiscal year: • Contract services o Marketing Firm – Verdin Marketing o Destination Manager Services – Big Red Marketing • Marketing Plan • Maintenance of Visual Assets o Photography o Creative Services • Digital Marketing o Website Content o Social Media • Advertising o Print o Digital o Reactive Opportunities • Public Relations o Group FAM o Individual Hosted Itineraries o Press Releases • Tour & Travel o Collaboration with CCTC FAMs o Collaboration with Visit CA FAMs • Consumer Outreach o Savor the Central Coast o Email Marketing • Administration of TBID fund – see attached proposed budget 2. Approximate cost of such activities, programs and projects for the fiscal year: • $174,506.00 3. Amount of surplus or deficit revenues carried over from a previous fiscal year: • $XXXX in surplus revenues was carried forward as of June 30, 2014 • An estimate of $XXXXX in surplus revenues are expected to be carried forward as of June 30, 2015. 4. Contributions received other than assessments: • None! GL #Notes INCOME PROJECTIONS 2015/2016 PROJECTED INCOME 1100 Projected 2% BID Revenue July 2014 - Jun 2015)163,090.00$ 1101 7% projected increase 11,416.30$ 1200 Cash Rollover -$ Estimated from previous rollover activity Total 174,506.30$ Expenses 2015/16 Category Budget % total budget 2100 Admin 4,000.00$ 2.29% 2200 Contracting Firm Fees 40,000.00$ 22.92% 2300 Marketing Plan 10,000.00$ 5.73% 2400 Visual Assets 15,000.00$ 8.60% 2500 Digital Marketing 25,000.00$ 14.33% 2600 Advertising 25,000.00$ 14.33% 2700 Public Relations 12,500.00$ 7.16% 2800 Tour & Travel 4,000.00$ 2.29% 2900 Consumer Outreach 15,000.00$ 8.60% TOTAL EXPENSES 150,500.00$ 4001 Cash Reserves 17,450.63$ 10.00% Contingency 5001 Contingency Fund (unallocated)$6,555.67 TOTAL Budget $174,506.30 ATBID 2015/16 BUDGETED P&L REPORT from verdin verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 ! Atascadero TBID Marketing Plan Draft MAY 14, 2015 TABLE OF CONTENTS Organization Summary…………………………………………………………………………..... 2 Primary Research……………………………………………………………………………......... 2 Secondary Research……………………………………………………………………………….. 3 Brand Blueprint……………………………………………………………………………………. 5 Creative Concepts………………………………………………………………………………….. 6 Marketing Strategies………………………………………………………………………………. 7 verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 2 ORGANIZATION SUMMARY The Atascadero Tourism Business Improvement District (ATBID) Advisory Board is made up of representatives from five lodging or hospitality-related businesses in Atascadero appointed by City Council. The establishment of the TBID was requested by the hotel businesses in Atascadero to help promote the city as a travel destination and is a 2% assessment charged by hotels by this purpose. The Advisory Board meets regularly to make decisions on funding and tourism promotion. PRIMARY RESEARCH Target Audiences Geographic Markets • Bay Area • Los Angeles Area • Central Valley Behavioral Markets In this highly personalized marketing era, destinations have had success identifying in-depth “personas” of their target visitors. Trip Advisor found these personas as those with the most opportunity for travelers for 2015: • Millennials with no children, from 28-35 years old. • Families aged 25-54 with more than one school aged child. • Retirees and Baby Boomers over 55, either couples or social groups, often “inter-generationally” traveling with extended family (but often paying for family members). • Childless couples from 30-54 years old. • “Bleisure” travelers who combine work travel with extra days with family or friends at a destination. While most Destination Marketing Organizations (DMOs) want to target millennial travelers, research continues to show that 40 to 60 year olds still travel the most, and have the most discretionary income. However, future travelers will come from the Millennial age groups and they have strong preferences for their vacations: • 36% of Millennials want a beach vacation this year. • 35% of Millennials want a “culture-oriented” trip. • 24% of Millennials want adventure-oriented trips. verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 3 • Seven out of 10 Millennials report they have FOMO (Fear Of Missing Out!). SECONDARY RESEARCH California Tourism Trends Travel within California is at an all time high. Additionally, with gas prices reduced, “road trips” are more popular than ever. The following research applies to Californians who will continue to travel within their state in the next five years. According to a recent survey of Californians who travel for leisure: • 41% of CA travelers will travel more in the next five years. • 42% will spend more during their travels in 2015. • CA travelers will increase their trips by 35% in 2015. How California Travelers differ from other travelers from other states: • Higher percentage of travelers aged 25-35 (Millennials) than national travelers. • Better educated: 62% have college degrees. • More affluent: 11% higher average household income than national travelers. • Urbanites: 85% report that they live in large cities or suburban areas. • 68% of California travelers have a high interest in food and cuisine. • Californians care about “authentic” vacations, meaning experiencing the visit as a local. • They additionally like “action or theme” vacations around outdoor activities. • Less price sensitive than their national counterparts, deals and discounts are less important to them. • California travelers are considered “hyper-informed “about their plans and activities before a visit. How do California Travelers plan their trips? • 50% use social media, vs. 31% nationally. 52% want peer-to-peer recommendations (Yelp, Trip Advisor, Facebook) and will share their experiences online during their visit. • 39% will visit the destination’s website before and during a visit for more information. • 43% will use some form of print resources, like visitor maps, guides or magazines. verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 4 Trends in Tourism Marketing for 2015 • DMO websites are extremely important to travelers, particularly international travelers. • Mobile optimized websites are required. Up to 75-80% of searches are expected to be from mobile devices in the next five years. • Using social media to converse about your destination location will be a must. • Personalizing the travel experience to meet visitor demands will be needed. • Having website filled with user generated content will make it more appealing to Millennials. Interests and Passions are Number One to Travelers in 2015 Travelers are booking trips based on their passions. Destinations that can offer unique, personalized experiences will attract more visitors. • Food and Cuisine • Hobbies • Outdoor adventure • Eco-volunteerism • Attractions or site seeing What Does This Mean for Atascadero? Atascadero offers an authentic experience to travelers that particularly appeal to Baby Boomers, Millennials and families taking road trips. Atascadero can utilize their proximity to prominent wineries, breweries and beaches to target Millennials and Baby Boomer interests while offering comfortable, homey-feel places to stay that have great food and weather. By partnering with other Central Coast businesses Atascadero can offer unique opportunities and events to travelers looking to experience Central Coast-specific activities, such as wine tasting, brewery-hopping and beach-going. These types of activities appeal to interests of most Baby Boomers and Millennials. Atascadero also has the advantage that it is a family-friendly town with activities that are appropriate for the whole family, such as the Charles Paddock Zoo, Atascadero Lake Park and Galaxy Theatres. The diversity of activities that Atascadero has to offer makes it very appealing to the target demographics. verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 5 BRAND BLUEPRINT - DRAFT verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 6 CREATIVE CONCEPTS California as it Used to Be verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 7 Creative Messaging Target Audience • Travelers looking for value in a vacation. • Families interested in a wholesome destination. • Boomer couples interested in agriculture and the wine industry. • Vacationing families and couples from farm and equine lifestyles. • Vacationing families and couples interested in California history and culture. • Golfers, bikers and hikers. • Engaged couples desiring outdoor rustic weddings. Verdin will focus on two strong brand messages to position Atascadero. One creative set will highlight the natural beauty, activities, events and points of differentiation of Atascadero to appeal to our above target audiences. Our second set of creative will focus on the value of staying in Atascadero, highlighting a call to action specific to lodging. The cost-effective options of Atascadero allow visitors to have a more robust vacation experience. MARKETING STRATEGIES Points of Differentiation Atascadero is California as it used to be. With classic roots and warm, pleasant evenings, Atascadero is a traditional American town. Atascadero offers authentic experiences with a blend of affordability and access to family friendly activities. Additionally, it is within 20 minutes of some of the best Central Coast treasures such as wine tasting in Paso Robles, Cal Poly in San Luis Obispo, and beaches. Atascadero has a variety of lodging options for visitors from classic on Main Street to modern with vineyard views. It is conveniently located in the middle of California, halfway between Los Angeles and San Francisco, making it easily accessible to individuals looking for an escape from city life. Atascadero is the perfect town for travelers coming through California to stop for a day or two and get a taste of the real Central Coast. With its friendly community, great food and prime location Atascadero is the perfect destination. verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 8 Action Plan Goals 1. Increase overnight stays in Atascadero, for hotel/motel accommodations. 2. Build Atascadero, California brand awareness. 3. Target new visitors to engage in programs and increase awareness. Metrics 1. Evaluate TOT Reports. 2. Create Atascadero Stat Summary report for monthly monitoring and metrics. a. Website traffic b. Lodging page views c. Mobile visits d. Facebook fans, referrals and reach e. Instagram followers f. Twitter followers 3. Monitor advertising and create monthly report. a. Click through rate b. Impressions c. Engagement Strategies 1. Assess Atascadero brand, website, messaging and collateral drawing attention to Atascadero’s points of differentiation as a year-round destination. 2. Promote the activities and rewarding experiences of Atascadero. 3. Reach visitors and engage them to participate in Atascadero-stay contests on all social media platforms. 4. Increase brand awareness through public relations, advertising and online campaigns. verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 9 5. Build partnerships with SLO County events and Atascadero Chamber. Objectives Objective #1: Implement Atascadero brand and messaging to promote as an authentic travel destination. Tactics 1. Assess and make recommendations on existing brand and messaging to ensure they accurately represent Atascadero’s identity and uniqueness. 2. Assess and collaborate on Atascadero’s website where current and potential visitors can find up to date information about events, lodging, food, specials and the history of Atascadero. 3. Create branded brochure that is distributed through hotels, Atascadero Chamber Visitors Center and select events. 4. Implement an e-newsletter that can be sent out once a month highlighting special vacation packages and upcoming events and five reasons to visit. 5. Coordinate signage opportunities utilizing the new brand. Objective #2: Develop lodging package promotions to boost visits during the off-season (November – March). Tactics 1. Coordinate and promote off-season specials such as discounted packages for extended stays, special holidays or romantic getaways with lodging and dining discounts. Tie to events wherever possible. 2. Promote lodging packages across all social media platforms. 3. Promote lodging packages through earned media and press release distribution to key regional media. Objective #3: Create and implement a social media campaign. Tactics 1. Build social media presence on Facebook, Twitter and Instagram. 2. Create a brand for Atascadero on these social media platforms with the goal of: verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 10 a. Gain at least 2,000 fans on the new Facebook page - 159% increase b. Gain at least 500 Twitter followers - 500% increase c. Gain at least 500 Instagram followers - 500% increase 3. Create an annual calendar of promotions to focus on each month; develop monthly content calendars to keep the content on each page fresh and engaging. 4. Develop a campaign to make people want to come to Atascadero. 5. Post to Facebook, Instagram and Twitter multiple times a week. 6. Follow influencers (travel writers, travel experts, celebrities, local celebrities). 7. Take photos for the Atascadero Instagram account: 20-30 and share strategically with the hashtag #centralcoast #atascadero. 8. Host quarterly “Comment to Win” contests on Facebook, “Retweet to Win” contests on Twitter, and “Favorite to Win” contests on Instagram. The prize for each contest could be a $100 gift card to an Atascadero business. 9. Encourage user-generated content by sharing any and all content when it’s posted to the social media pages, and curate public content and share it. 10. Review content every six months and adjust as needed to meet the goals and objectives. Objective #4: Create and implement public relations campaign. Tactics 1. Create and implement a public relations strategy that will focus on a three-pronged approach and deliver overall brand awareness, with the goal of getting Atascadero earned media coverage. 2. Focus press release distribution and outreach on mid-lead regional media and long-lead publications. a. Write and distribute two press releases in the fiscal year to promote Atascadero as a seasonal vacation destination. 3. Blogger Outreach: Each quarter, contact targeted bloggers on specific topics with a pre-written guest blog or pitch. a. Generate a media list of bloggers covering the following topics: beer and wine connoisseurs, foodie vacations, luxury movie theaters, and great hiking. verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 11 b. Write and pitch four blog-friendly topics targeting popular subjects. Ideas below: i. Top 3 beer and wine destinations in Atascadero: ii. Four Atascadero Restaurants for Every Foodie: iii. Top five reasons to visit the Atascadero Galaxy Theatre: iv. The Best Hiking Trails in Atascadero: 4. Make the public relations strategy proactive and reactive. a. Proactive i. Determine best approaches and calendar out pitches ii. Collaborate with TMD for exposure to media b. Reactive i. Have a media kit ready for inquiries: include fact sheets, background, annual reports, traveler reviews, recent press on Atascadero, press releases, list of FAQs and answers, awards, event calendar, etc. ii. Create an “Online Press” page on the website with ready to go information for the press. Objective #5: Create and implement advertising strategy. Tactics 1. Target by demographic, geographic area and personas. 2. Run advertising campaigns on the following platforms targeting specific demographics for each: a. Digital – Young couples and families b. Facebook – Senior travelers and families c. Pandora – Young couples and young adults passing through d. Co-op opportunities- Families verdinmarketing.com 3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007 !! !!! ! 12 Objective #6: Increase brand awareness through partnerships (e.g. Atascadero Wine Fest, Cruise Nite, Colony Days, Paso Robles Wine Festival). Tactics 1. Promote events in Atascadero and in the surrounding areas via advertising, social media and on the website, then tie into lodging opportunities in Atascadero. 2. Highlight all events on the website and on all social media platforms. 3. Partner with the Atascadero Chamber to host potential reception event. 4. Coordinate Atascadero Chamber Visitors Center display to enhance brand awareness. 5. Create Atascadero giveaway for event attendees. Objective #7: Explore potential event idea. Tactics 1. Leverage with Firestone Walker, Barrelhouse, Toro Creek Brewing and Tent City to further promote service opportunities. 2. Implement plan with lodging properties, offering specials for people attending the festival. 3. Post and share #BeerFest on all social media channels.