HomeMy WebLinkAboutTBID_2015-06-16_Agenda Packet
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Tuesday, June 16, 2015 at 2:00 P.M.
Atascadero City Hall - 6500 Palma Avenue, Room 106
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 – May 19, 2015
Action: Board approve the Draft Action Minutes of May 19, 2015. [City
Manager’s Office]
B. BUSINESS ITEMS
1. ATBID Operations - Budget Development
Action: Board to approve or amend proposed budget. Then to
recommend for presentation to City Council.
Fiscal Impact: $243,830
2. Marketing Plan
Action: Board to approve or amend final marketing plan as prepared by
Verdin Marketing.
Fiscal Impact: $75,000
3. Media Budget
Action: Verdin Maketing to provide detailed budget outlining specific
outlets and amounts for the utilization of the approved advertising budget.
Fiscal Impact: $26,000
4. Mid State Fair, Brews & Blues Sponsorship Opportunity
Action: Board to discuss then approve or deny sponsorship opportunity.
Fiscal Impact: $10,000
5. Additional Savor Main Event Shuttle
Action: Board to consider opportunity to add additional shuttle services
from Atascadero hotels during the Savor Main Event
Fiscal Impact: TBD
6. Marketing Committee
Action: Board to appoint members to compile a marketing committee that
will meet as needed to provide direction for marketing efforts. Committee
must include at least one ATBID Board member
Fiscal Impact: None
C. UPDATES
1. Deputy City Manager Update – Terrie Banish
a. Update on City of Atascadero Special Branding Meeting with Verdin
Marketing – June 11th
b. Highway 41 Corridor Workshop Update
c. Atascadero Zoo – Baby Flamingo Update
2. City Clerk Update on Proposed Bylaws – Marcia Torgerson
3. Annual Report – Final copy utilized in renewal with City Council
4. Marketing Update – Ashlee Akers
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.
ITEM NUMBER: TBID A-1
DATE: 06/16/15
Atascadero TBID
May 19, 2015
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
Wednesday, May 19, 2015 at 2:00 P.M.
Atascadero City Hall - 6500 Palma Avenue, Room 306
Atascadero, California
CALL TO ORDER:
Vice Chairperson Sohi called the meeting to order at 2:06 p.m.
ROLL CALL:
Present: Board Members Alexander, Hendy, and Vice Chairperson Sohi
Absent: Chairperson Patel and 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 3:0 by a voice vote.
PUBLIC COMMENT: None
Board Member Helbert joined the meeting.
ITEM NUMBER: TBID A-1
DATE: 06/16/15
Atascadero TBID
May 19, 2015
Page 2 of 4
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]
MOTION: By Board Member Alexander and seconded by Vice
Chairperson Sohi to approve the Consent Calendar.
Motion passed 3:0 by a voice vote. (Board Member
Hendy abstained on March 25, 2015 minutes)
B. BUSINESS ITEMS
1. ATBID Operations
x Proposed Bylaws Update
x Action: Board to review draft document various recommendations for
areas of update or clarification.
x Fiscal Impact: None
Destination Manager Diefenderfer reviewed the proposed Bylaws with the Board.
Deputy City Manager Torgerson stated that some of the text is from the Council
Ordinance establishing the TBID and would not be included in a TBID Resolution. Al so,
she said that she would need to check with the City Attorney on some of the proposed
language regarding categories and qualifications as those topics are governed by the
Streets and Highways Code and may not be able to be altered.
PUBLIC COMMENT: None
After Board discussion, Destination Manager Diefenderfer stated she will include the
Board’s suggestions and bring the Bylaws back to the Board for further review and
adoption.
x Budget Development
x Action: Board to review recommended allocation of funding for
2015/2016 budget.
x Fiscal Impact: None
Destination Manager Diefenderfer reviewed the draft Budget with the Board.
ITEM NUMBER: TBID A-1
DATE: 06/16/15
Atascadero TBID
May 19, 2015
Page 3 of 4
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Tom O’Malley, Heather Moreno,
Rachelle Rickard
Vice Chairperson Sohi closed the PUBLIC COMMENT period.
After Board discussion, Ms. Deifenderfer stated she will include the Board’s suggestions
and bring the draft Budget back to the Board for adoption.
2. Lakeside Wine Festival Shuttle
x Action: Board to discuss opportunities of the Atascadero Lakeside Wine
Festival Shuttle and make a recommendation on opportunity for
involvement.
x Fiscal Impact: Pending transportation and sponsorship costs
Board Member Hendy explained that the TBID Board does not need to address this
issue because the Wine Festival Committee is providing complimentary shuttle service.
She handed out the information flyer for the shuttle service. (Exhibit A)
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Jessica Sohi and Tom O’Malley
Vice Chairperson Sohi closed the PUBLIC COMMENT period.
3. Atascadero TBID Renewal
x Action: Review and accept or amend the annual report and budget for
filing with City Council
x Fiscal Impact: None
Destination Manager Deifenderfer shared the TBID Annual Report with the Board.
PUBLIC COMMENT:
The following citizens spoke on this item: Tom O’Malley and Heather Moreno
Vice Chairperson Sohi closed the Public Comment period.
MOTION: By Board Member Alexander and seconded by Board Member
Hendy to approve the TBID Annual Report for Fiscal Year
2015-2016 and recommend the City Council approve the
Annual Report.
Motion passed 4:0 by a voice vote.
ITEM NUMBER: TBID A-1
DATE: 06/16/15
Atascadero TBID
May 19, 2015
Page 4 of 4
C. UPDATES
1. Introduction of Deputy City Manager– Terrie Banish
Deputy City Manager Torgerson introduced Terrie Banish, the new Deputy City
Manager.
2. Update on City of Atascadero Strategic Planning with Coraggio Group– Marcia
Torgerson
Deputy City Manager Torgerson summarized the Coraggio Group Workshop.
3. Marketing Update – Stephanie Goodwin
a. Verdin Marketing Monthly Report
Verdin gave an update on their Marketing Plan including trends, strategies and media
recommendations.
D. BOARD MEMBER COMMENTS: None
E. ADJOURNMENT:
MOTION: By Vice Chairperson Sohi and seconded by Board Member
Alexander to adjourn the meeting.
Motion passed 4:0 by a voice vote.
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 – Atascadero Wine Festival Shuttle Service flyer
TBID Minute Exhibit A
Date: 05/19/15
City
Object #GL #Notes
INCOME PROJECTIONS 2015/2016 PROJECTED INCOME
1100 Projected 2% BID Revenue July 2015 - June 2016 185,700.00$
1200 Cash Rollover 278,800.00$ $278,800 estimated fund rollover
Total 464,500.00$ Revenue Projections TBID = $183,307 and Interest $2670
Expenses 2015/16 Category
Budget
% total
budget
Categorical
Contingency
2100 Admin 5,000.00$ 1.08%1,143.00$
6900000 2101 City Admin Fees 1,857.00$
6050000 2102 Office Expense 2,000.00$
2200 Contracting Firm Fees 40,000.00$ 8.61%-$
6500000 2201 Big Red Marketing - Destination Manager 30,000.00$
6500000 2202 Verdin Marketing - Marketing Firm 10,000.00$
2300 Marketing Plan 12,500.00$ 2.69%2,500.00$
6500000 2201 Development and update 10,000.00$
2400 Visual Assets 17,500.00$ 3.77%2,500.00$
6500000 2401 Photography 7,500.00$
6500000 2402 Creative Services - Verdin 7,500.00$
2500 Digital Marketing 50,000.00$ 10.76%5,000.00$
6500000 2501 Website Update 30,000.00$
6500000 2502 Social Media 15,000.00$ To include budget for boosted activity and $12000 for retainer
2600 Advertising 65,000.00$ 13.99%3,500.00$
6070000 2601 Print 1,500.00$
6070000 2602 Digital 20,000.00$
6070000 2603 Reactive Advertising 40,000.00$
2700 Public Relations 12,500.00$ 2.69%1,000.00$
6500000 2701 Group FAM 5,000.00$ Includes $3000 retainer and $2000 hard costs
6500000 2702 Individual Itineraries 5,000.00$ Includes $3000 retainer and $2000 hard costs
6500000 2703 Wire Fees 1,500.00$
2800 Tour & Travel 10,000.00$ 2.15%1,000.00$
6500000 2801 CCTC Co Op Fams 4,500.00$
6500000 2802 Visit CA Co Op Fams 4,500.00$
2900 Consumer Outreach 65,000.00$ 13.99%3,500.00$
6500000 2901 Consumer Show Presence 5,000.00$ 50% of Savor the Central Coast Sponsorshihp
6500000 2902 Consumer Event Support 5,000.00$ 50% of anticipate Savor the Central Coast costs
6900000 2903 Event Support Program 50,000.00$
6500000 2904 Email Marketing 1,500.00$
TOTAL EXPENSES 277,500.00$
4001 Cash Reserves 46,450.00$ 10.00%
Contingency
5001 Contingency Fund (unallocated)$140,550.00
TOTAL Budget $464,500.00
ATBID 2015/16 BUDGETED P&L
ITEM NUMBER: TBID B-1
DATE: 06/16/15
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
JUNE 4, 2015
TABLE OF CONTENTS
Organization Summary…………………………………………………………………………..... 2
Primary Research……………………………………………………………………………......... 2
Secondary Research……………………………………………………………………………….. 3
Brand Blueprint……………………………………………………………………………………. 5
Creative Concepts………………………………………………………………………………….. 6
Marketing Strategies………………………………………………………………………………. 7
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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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.
• Seven out of 10 Millennials report they have FOMO (Fear Of Missing Out!).
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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3
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.
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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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.
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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5
BRAND BLUEPRINT - DRAFT
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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6
CREATIVE CONCEPTS
California as it Used to Be
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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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.
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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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.
5. Build partnerships with SLO County events and Atascadero Chamber.
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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Objectives
Objective #1: Implement Atascadero brand and messaging to promote as an authentic travel
destination.
Ta ctics
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:
a. Gain at least 2,000 fans on the new Facebook page - 159% increase
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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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.
b. Write and pitch four blog-friendly topics targeting popular subjects. Ideas below:
i. Top 3 beer and wine destinations in Atascadero:
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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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
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com
3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
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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, Bristol’s Cider House 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 event information and specialized hashtag on all social media channels.
ITEM NUMBER: TBID B-2
DATE: 06/16/15
verdinmarketing.com3580 Sacramento Dr. #110, San Luis Obispo, CA 93401 t 805 541 9005 f 805 541 9007
Atascadero BID Marketing Expenses - Mar 2015 - Feb 2016
Budget: $75,000 | Updated 5/22/2015
DETAILED SPENDING
DESCRIPTION BUDGET MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB TOTAL
Plannig, meetings, reporting $10,000 1,328 796 788 784 788 788 788 788 788 788 788 788 10,000
Marketing Plan $10,000 1,673 4,671 3,656 --------- 10,000
Creative Development $7,000 -----2,500 2,500 2,000 ---- 7,000
Public Relations $5,000 -----1,000 -1,000 1,500 -1,500 - 5,000
Web Development $5,000 --500 500 500 500 500 500 500 500 500 500 5,000
Social Media $12,000 ---1,500 1,400 1,300 1,300 1,300 1,300 1,300 1,300 1,300 12,000
Advertising $26,000
Trip Advisor $7,000 --------1,750 1,750 1,750 1,750 7,000
Pandora $12,000 --------3,000 3,000 3,000 3,000 12,000
Facebook $4,000 --------1,000 1,000 1,000 1,000 4,000
Floating Fund $3,000 ----------3,000 - 3,000
SUMMARY: ACTUAL TO BUDGET
BUDGET JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN TOTAL
MONTHLY
Monthly Totals $75,000 $3,001 $5,467 $4,944 $2,784 $2,688 $6,088 $5,088 $5,588 $4,088 $2,588 $4,088 $2,588 $75,000
Actual Totals $75,000 3,001 5,467 4,944 2,784 2,688 6,088 5,088 5,588 4,088 2,588 4,088 2,588 $49,000
ITEM NUMBER: TBID B-3
DATE: 06/16/15
SPONSOR DETAILS #___________________
SPONSOR
Atascadero TBID
JP Patel
6500 Palma Avenue, Atascadero, CA 93422
SCOPE OF WORK
Contractor agrees to provide the State of California, 16th District Agricultural Association (California Mid-
State Fair) with the following sponsorship:
1.) Contractor shall pay to the State the sum of $10,000 ($10,000 cash and $0,000 trade) per year of
agreement.
2.) Term of this agreement is JAN 1, 2015 – DEC 31, 2015.
All sponsorship monies shall be paid in full prior to JUNE 1 of each year of agreement. Sponsorship
benefits shall not take effect until all money is received.
Contractor shall receive the following sponsorship benefits in exchange for the above:
3.) Advertising
a. Business Listing in Official Program
b. Business Listing in Official Daily Schedule
c. Business Logo/Link on CMSF Website (www.midstatefair.com)
d. Business Logo/Link on CMSF iPhone App
4.) Exposure
a. Two (2) “Voice of the Fair” Announcements per day of the Fair
b. Signage – (All signs shall be supplied to the State by Contractor using lightweight, 1/4-inch
corrugated plastic material for sign. State will hang sign(s) at no charge to Contractor.
Contractor to maintain, update and/or replace sign should sign fade or new logo is needed).
i. One (1) Chumash Grandstand Arena (4’ x 8’) Sign – Year Round
ii. One (1) Equestrian Center (4’ x 8’) Sign – Year Round
iii. One (1) Midway (46.5” x 40.5”) Sign – Year Round
c. Logo on the Big Screens in the Chumash Grandstand Arena, specifically for the Evening of
Brews & Blues (7/30/15).
5.) Hospitality
a. Forty-eight (48) Daily Admission Passes
b. $1,500 VIP Ticket Credit (to include two tables for the Evening of Brews & Blues)
6.) Special Programming
a. Contractor to be Official Sponsor of “An Evening of Brews & Blues” event and as such
have special logo/signage on any/all marketing materials surrounding the event.
i. Contractor to receive Additional Signage Exposure and/or Branding
Opportunities in the Main Grandstand Arena the night of the event. This additional
exposure to be mutually agreed upon with State (Ex: custom water bottles, brochures
at tables, banners, signs, kiosk, etc.)
ITEM NUMBER: TBID B-4
DATE: 06/16/15
Atascadero*Savor*Shuttle*2015*|*SLO*Safe*Ride*
With the City and ATBID sponsorship, Atascadero will have one shuttle
stop which is currently designated at City Hall/Sunken Gardens. In
order to meet hotel guest needs, a shuttle provided by the ATBID
to/from hotels is proposed. 2014 Atascadero Savor shuttle ticket
numbers are as follows: Saturday, 54 and Sunday, 30. *
*
Day*Use*Rental*
56#Passenger#Bus#
$1525*per*day**
$228.75*C*15%*gratuity*
$1753.75*per*day*
$3507.50*Grand*Total*for*2*days*
*
48#passenger#
$990*per*day**
$148.50*C*15%*gratuity*
$1138.50*per*day*
$2277*Grand*Total*for*2*days*
10#passenger#van
$600*per*day**
$90.00*–*15%*gratuity*
690.00*per*day*
$1380*Grand*Total*for*2*days*
*
*
ITEM NUMBER: TBID B-5
DATE: 06/16/15
BUSINESS CLASS CHARTER VEHICLES
E-350 Ford Vans
RATE: $75 PER HOUR
• Comfortably seat 10 passengers (up to 14 max)
• CD Player / Stereo
• iPhone/Android auxiliary hookup
Large Charter Buses
RATE: $150-$250 PER HOUR - MINIMUM: 6 HOURS
•Comfortably seat 26-81 passengers(varies by bus)
•Full underbelly storage
•CD Player / Stereo
•Restroom on board
•Air conditioning
Honda CRV Sport Utility Vehicles
RATE: $70 PER HOUR
• Comfortably seat 2-4 passengers
• CD Player / Stereo
Midsize Charter Buses
RATE: $125 PER HOUR
•Comfortably seat 25 passengers
•Overhead storage
•CD Player / Stereo
•iPhone/Android auxiliary hookup
School Buses
RATE: $75-$100 PER HOUR (VARIES BY BUS)
Note: Limited to San Luis Obispo, Los Osos, and South
County
• Seat 18-32 passengers or 27-48 small children (varies by
bus)
(805) 620-7233 • SLOSafeRide@gmail.com • www.SloSafeRide.com
ITEM NUMBER: TBID B-5
DATE: 06/16/15
Party School Buses
RATE: $125-$150 PER HOUR
•Comfortably seat 18-32 (varies by bus)
• High quality sound system including 12” subwoofer
• iPhone/Android auxiliary hookup
• LED light system
Note: Limited to San Luis Obispo City, Los Osos, and
South County
Party Limousine Buses
RATE: $185 PER HOUR
• Comfortably seat 18 passengers (20 max)
• Perimeter limousine seating (all seats facing the
center of the bus)
• Standard limousine features plus standing room!
• CD Player / Stereo
Note: All of these buses have sound systems and light systems, so you and your group will have an amazing day/night.
However, we must ask that you remain seated while the vehicle is in motion. Partying while the vehicles are parked is
completely fine! Also, alcoholic beverages are allowed as long as everyone is over 21 years of age.
Party Charter Buses
RATE: $150 PER HOUR
• Comfortably seat 26 passengers (28 max)
• Perimeter seating (all seats facing the center of the bus)
• High quality sound system including two 12” subwoofers
• iPhone/Android auxiliary hookup
• LED light system
PARTY BUSES
(805) 620-7233 • SLOSafeRide@gmail.com • www.SloSafeRide.com
ITEM NUMBER: TBID B-5
DATE: 06/16/15
Luxury Mercedes Sprinter
RATE: $100 PER HOUR
MINIMUM: 6 HOURS
- Comfortably seats 14
- CD Player / Stereo
Newport Coachworks Luxury Bus
RATE: $200 PER HOUR
MINIMUM: 4 HOURS
•Very comfortably seats 42 plus a co-pilot seat
•Leatherette reclining seats
•Seven tvs and DVD player
•USB charging station at each seat
•WiFi available upon request
•Restroom on board
•Overhead and underbelly storage
•S.P.A.B. Certified
Luxury Chevrolet Tahoe
RATE: $80 PER HOUR
MINIMUM: 4 HOURS
• Comfortably seats 2-4 passengers
• CD Player / Stereo
• Leather bucket seats for maximum comfort
Stretch Limousines
RATE: $100-$185 (VARIES BY LIMO)
MINIMUM: 4 HOURS
•Comfortably seats 8-20 passengers
(varies by limo)
•CD Player / Stereo
•Flat Screen TVs with DVD
Player
•Fiber Optics
(805) 620-7233 • SLOSafeRide@gmail.com • www.SloSafeRide.com
FIRST CLASS LUXURY VEHICLESITEM NUMBER: TBID B-5
DATE: 06/16/15
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:
• $243,830
3. Amount of fund balance as of June 30, 2014 is $156,472
4. Estimated fund balance for June 30, 2015 is projected to be $278,800
5. Contributions received other than assessments:
• None!
ITEM NUMBER: TBID C-3
DATE: 06/16/15