HomeMy WebLinkAboutCC_2015-10-13_Agenda Packet
CITY OF ATASCADERO
CITY COUNCIL
AGENDA
Tuesday, October 13, 2015
City Hall Council Chambers, 4th floor
6500 Palma Avenue, Atascadero, California
(Entrance on Lewis Ave.)
CITY COUNCIL CLOSED SESSION: 5:00 P.M.
1. CLOSED SESSION -- PUBLIC COMMENT
2. COUNCIL LEAVES CHAMBERS TO BEGIN CLOSED SESSION
3. CLOSED SESSION -- CALL TO ORDER
a. Conference with Labor Negotiators (Govt. Code Sec. 54957.6)
Agency designated representatives: Rachelle Rickard, City Manager
Employee Organizations: Atascadero Firefighters Bargaining Unit;
Atascadero Police Association; Service Employees International
Union, Local 620; Mid-Management/Professional Employees; Non-
Represented Professional and Management Workers and Confidential
Employees
b. Conference with Legal Counsel – Anticipated Litigation
Significant exposure to litigation pursuant to paragraph (2) of
subdivision (d) of Section Government Code Section 54956.9 : (one
case)
4. CLOSED SESSION – ADJOURNMENT
City Council Closed Session: 5:00 P.M.
City Council Regular Session: 6:00 P.M.
5. COUNCIL RETURNS TO CHAMBERS
6. CLOSED SESSION – REPORT
REGULAR SESSION – CALL TO ORDER: 6:00 P.M.
PLEDGE OF ALLEGIANCE: Mayor Pro Tem Moreno
ROLL CALL: Mayor O’Malley
Mayor Pro Tem Moreno
Council Member Fonzi
Council Member Kelley
Council Member Sturtevant
APPROVAL OF AGENDA: Roll Call
PRESENTATIONS:
1. Water Resource Update by John Neil from the Atascadero Mutual Water
Company
A. CONSENT CALENDAR: (All items on the consent calendar are considered to
be routine and non-controversial by City staff and will be approved by one motion
if no member of the Council or public wishes to comment or ask questions. If
comment or discussion is desired by anyone, the item will be removed from the
consent calendar and will be considered in the listed sequence with an
opportunity for any member of the public to address the Council con cerning the
item before action is taken. DRAFT MINUTES: Council meeting draft minutes
are listed on the Consent Calendar for approval of the minutes. Should anyone
wish to request an amendment to draft minutes, the item will be removed from
the Consent Calendar and their suggestion will be considered by the City
Council. If anyone desires to express their opinion concerning issues included in
draft minutes, they should share their opinion during the Community Forum
portion of the meeting.)
1. City Council Draft Action Minutes – September 22, 2015
Recommendation: Council approve the City Council Draft Action Minutes
of the September 22, 2015 City Council meeting. [City Clerk]
2. August 2015 Accounts Payable and Payroll
Fiscal Impact: $2,514,924.28
Recommendation: Council approve certified accounts payable, payroll
and payroll vendor checks for August 2015. [Administrative Services]
3. Authorize Representatives to Serve on the Paso Robles Groundwater
Basin Advisory Committee
Fiscal Impact: None.
Recommendations: Council:
1. Authorize the Director of Public Works to be the representative for the
City of Atascadero on the Paso Robles Groundwater Basin Advisory
Committee (PBAC); and
2. Authorize the Deputy Director of Public Works to be the alternate
representative for the City of Atascadero on the Paso Robles
Groundwater Basin Advisory Committee (PBAC). [Public Works]
UPDATES FROM THE CITY MANAGER: (The City Manager will give an oral report on
any current issues of concern to the City Council.)
COMMUNITY FORUM: (This portion of the meeting is reserved for persons wanting to
address the Council on any matter not on this agenda and over which the Council has
jurisdiction. Speakers are limited to three minutes. Please state your name for the
record before making your presentation. Comments made during Community Forum
will not be a subject of discussion. A maximum of 30 minutes will be allowed for
Community Forum, unless changed by the Council. Any members of the public who
have questions or need information, may contact the City Clerk’s Office, between the
hours of 8:30 a.m. and 5:00 p.m. at 470-3400, or mtorgerson@atascadero.org.)
B. PUBLIC HEARINGS: None
C. MANAGEMENT REPORTS:
1. Visit Atascadero’s Branding & City’s Marketing Plan
Fiscal Impact: None.
Recommendations: Council:
1. Adopt the Draft “Visit Atascadero” logo and color palette; and,
2. Adopt the Draft Marketing Plan. [City Manager]
COUNCIL ANNOUNCEMENTS AND REPORTS: (On their own initiative, Council
Members may make a brief announcement or a brief report on their own activities.
Council Members may ask a question for clarification, make a referral to staff or take
action to have staff place a matter of business on a future agenda. The Council may
take action on items listed on the Agenda.)
D. COMMITTEE REPORTS: (The following represent standing committees.
Informative status reports will be given, as felt necessary):
Mayor O’Malley
1. City / Schools Committee
2. County Mayors Round Table
3. Integrated Waste Management Authority (IWMA)
4. SLO Council of Governments (SLOCOG)
5. SLO Regional Transit Authority (RTA)
Mayor Pro Tem Moreno
1. California Joint Powers Insurance Authority (CJPIA) Board
2. City of Atascadero Finance Committee (Chair)
3. Economic Vitality Corporation, Board of Directors (EVC)
Council Member Fonzi
1. Air Pollution Control District
2. Oversight Board for Successor Agency to the Community Redevelopment
Agency of Atascadero
3. SLO Local Agency Formation Commission (LAFCo)
4. City of Atascadero Design Review Committee
5. SLO County Water Resources Advisory Committee (WRAC)
6. Water Issues Liaison
Council Member Kelley
1. Atascadero State Hospital Advisory Committee
2. City of Atascadero Design Review Committee
3. Homeless Services Oversight Council
4. City of Atascadero Finance Committee
Council Member Sturtevant
1. City / Schools Committee
2. League of California Cities – Council Liaison
E. INDIVIDUAL DETERMINATION AND / OR ACTION:
1. City Council
2. City Clerk
3. City Treasurer
4. City Attorney
5. City Manager
F. ADJOURN
Please note: Should anyone challenge any proposed development entitlement listed on this Agenda in court, that
person may be limited to raising those issues addressed at the public hearing described in this notice, or in written
correspondence delivered to the City Council at or prior to this public hearing. Correspondence submitted at this
public hearing will be distributed to the Council and available for review in the City Clerk's office.
I, Lori Mlynczak Kudzma, Deputy City Clerk of the City of Atascadero, declare under the penalty of
perjury that the foregoing agenda for the October 13, 2015 Regular Session of the Atascadero City
Council was posted on October 7, 2015, at the Atascadero City Hall, 6500 Palma Avenue, Atascadero,
CA 93422 and was available for public review in the Customer Service Center at that location.
Signed this 7th day of October, 2015, at Atascadero, California.
Lori Mlynczak Kudzma, Deputy City Clerk
City of Atascadero
City of Atascadero
WELCOME TO THE ATASCADERO CITY COUNCIL MEETING
The City Council meets in regular session on the second and fourth Tuesday of each month at 6:00 p.m. Council
meetings will be held at the City Hall Council Chambers, 6500 Palma Avenue, Atascadero. Matters are considered by the
Council in the order of the printed Agenda. Regular Council meetings are televised live, audio recorded and videotaped
for future playback. Charter Communication customers may view the meetings on Charter Cable Channel 20 or via the
City’s website at www.atascadero.org. Meetings are also broadcast on radio station KPRL AM 1230. Contact the City
Clerk for more information (470-3400).
Copies of the staff reports or other documentation relating to each item of business referred to on the Agenda are on file
in the office of the City Clerk and are available for public inspection during City Hall business hours at the Front Counter of
City Hall, 6500 Palma Avenue, Atascadero, and on our website, www.atascadero.org. Contracts, Resolutions and
Ordinances will be allocated a number once they are approved by the City Council. The minutes of this meeting will
reflect these numbers. All documents submitted by the public during Council meetings that are either read into th e record
or referred to in their statement will be noted in the minutes and available for review in the City Clerk's office .
In compliance with the Americans with Disabilities Act, if you need special assistance to participate in a City meeting
or other services offered by this City, please contact the City Manager’s Office or the City Clerk’s Office, both 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 or service.
TO SPEAK ON SUBJECTS NOT LISTED ON THE AGENDA
Under Agenda item, “COMMUNITY FORUM”, the Mayor will call for anyone from the audience having business with the
Council to approach the lectern and be recognized.
1. Give your name for the record (not required)
2. State the nature of your business.
3. All comments are limited to 3 minutes.
4. All comments should be made to the Mayor and Council.
5. No person shall be permitted to make slanderous, profane or negative personal remarks concerning any other
individual, absent or present
This is the time items not on the Agenda may be brought to the Council’s attention. A maximum of 30 minutes will be
allowed for Community Forum (unless changed by the Council). If you wish to use a computer presentation to support
your comments, you must notify the City Clerk's office at least 24 hours prior to the meeting. Digital presentations must
be brought to the meeting on a USB drive or CD. You are required to submit to the City Clerk a printed copy of your
presentation for the record. Please check in with the City Clerk befo re the meeting begins to announce your presence
and turn in the printed copy.
TO SPEAK ON AGENDA ITEMS (from Title 2, Chapter 1 of the Atascadero Municipal Code)
Members of the audience may speak on any item on the agenda. The Mayor will identify the s ubject, staff will give their
report, and the Council will ask questions of staff. The Mayor will announce when the public comment period is open and
will request anyone interested to address the Council regarding the matter being considered to step up to the lectern. If
you wish to speak for, against or comment in any way:
1. You must approach the lectern and be recognized by the Mayor
2. Give your name (not required)
3. Make your statement
4. All comments should be made to the Mayor and Council
5. No person shall be permitted to make slanderous, profane or negative personal remarks concerning any other
individual, absent or present
6. All comments limited to 3 minutes
The Mayor will announce when the public comment period is closed, and thereafter, no further public co mments will be
heard by the Council.
ITEM NUMBER: A-1
DATE: 10/13/15
Atascadero City Council
September 22, 2015
Page 1 of 6
CITY OF ATASCADERO
CITY COUNCIL
DRAFT MINUTES
Tuesday, September 22, 2015
City Hall Council Chambers, 4th floor
6500 Palma Avenue, Atascadero, California
CITY COUNCIL CLOSED SESSION: 5:00 P.M.
Mayor O’Malley announced at 5:00 p.m. that the Council is going into Closed Session.
1. CLOSED SESSION -- PUBLIC COMMENT - None
2. COUNCIL LEAVES CHAMBERS TO BEGIN CLOSED SESSION
3. CLOSED SESSION -- CALL TO ORDER
a. Conference with Labor Negotiators (Govt. Code Sec. 54957.6)
Agency designated representatives: Rachelle Rickard, City Manager
Employee Organizations: Atascadero Firefighters Bargaining Unit;
Atascadero Police Association; Service Employees International
Union, Local 620; Mid-Management/Professional Employees; Non-
City Council Closed Session: 5:00 P.M.
City Council Regular Session: 6:00 P.M.
Successor Agency to the
Community Redevelopment
Agency of Atascadero: Immediately following the City
Council Regular Session
ITEM NUMBER: A-1
DATE: 10/13/15
Atascadero City Council
September 22, 2015
Page 2 of 6
Represented Professional and Management Workers and Confidential
Employees
4. CLOSED SESSION – ADJOURNMENT
5. COUNCIL RETURNS TO CHAMBERS
6. CLOSED SESSION – REPORT
The City Attorney reported that there was no reportable action.
REGULAR SESSION – CALL TO ORDER: 6:00 P.M.
Mayor O’Malley called the meeting to order at 6:01 p.m. and led the Pledge of
Allegiance.
ROLL CALL:
Present: Council Members Kelley, Fonzi, Sturtevant, Mayor Pro Tem
Moreno, and Mayor O’Malley
Absent: None
Others Present: City Clerk / Deputy City Manager Marcia McClure Torgerson
Staff Present: City Manager Rachelle Rickard, Administrative Services Director
Jeri Rangel, Interim Community Development Director Gary Broad,
Public Works Director Nick DeBar, Police Chief Jerel Haley, Fire
Marshall Tom Peterson, and City Attorney Brian Pierik.
APPROVAL OF AGENDA:
MOTION: By Council Member Sturtevant and seconded by Mayor Pro
Tem Moreno to approve the agenda.
Motion passed 5:0 by a roll-call vote.
PRESENTATIONS:
1. Employee Service Recognition Awards
City Manager Rickard presented Service Awards to the following:
5 Years
Andrew Luera – Firefighter/Paramedic/Haz Mat
ITEM NUMBER: A-1
DATE: 10/13/15
Atascadero City Council
September 22, 2015
Page 3 of 6
10 Years
Dean Pericic – Fire Captain/Paramedic
John Taylor – Police Corporal
Erin Russell – Support Services Technician
15 Years
Annette Manier – Administrative Assistant
20 Years
Scott Hallett – Fire Captain
Joe Allen – Police Commander
2. North County Connection Recovery Month Proclamation
The City Council presented the Proclamation to Susan Warren.
3. Fire Prevention Week Proclamation
The City Council presented the Proclamation to Fire Marshall Tom Peterson.
4. Presentation by Peter Williamson of SLO Regional Rideshare
Mr. Williamson gave an update presentation to the City Council on SLO Regional
Rideshare.
A. CONSENT CALENDAR:
1. City Council Draft Action Minutes – September 8, 2015
Recommendation: Council approve the City Council Draft Action Minutes
of the September 8, 2015 City Council meeting. [City Clerk]
2. County Health Officer
Fiscal Impact: None.
Recommendation: City Council adopt the Draft Resolution confirming the
Council’s consent to the enforcement of all health laws within the City of
Atascadero by the San Luis Obispo County Health Officer. [City Manager]
3. Muni Temps Contract Extension
Fiscal Impact: Approximately $23,000 of General Funds.
Recommendation: Council authorize the City Manager to execute a
change order in the amount of $23,000 with MuniTemps to provide
contract services for an Interim Community Development Director through
September 25, 2015 [City Manager]
ITEM NUMBER: A-1
DATE: 10/13/15
Atascadero City Council
September 22, 2015
Page 4 of 6
Mayor O’Malley announced that City Clerk Torgerson asked that #A -2 be pulled from
tonight’s agenda as she became aware of additional information earlier today that she
would like to incorporate in the staff report and return to the Council on a future agenda.
MOTION: By Mayor Pro Tem Moreno and seconded by Council Member
Fonzi to approve #A-1 & 3 of the Consent Calendar.
Motion passed 5:0 by a roll-call vote.
UPDATES FROM THE CITY MANAGER:
City Manager Rachelle Rickard gave an update on projects and issues within the City.
COMMUNITY FORUM: None
B. PUBLIC HEARINGS: None
C. MANAGEMENT REPORTS:
1. Professional Engineering and Environmental Services for the Phase 2 of
the Del Rio Road / US 101 Interchange Project
Fiscal Impact: The fiscal impact of the item under consideration is
estimated at $798,500 in budgeted circulation impact fee over the next 18
months. The current budget has $450,000 programmed for FY2015/2016
and another $500,000 for FY2016/2017.
Recommendation: Council:
1. Authorize the City Manager to execute a contract with Wallace Group
to provide professional engineering and environmental services for the
Project Approval and Environmental Document (PAED) phase of the
Del Rio Road / US 101 Interchange Project for fee not to exceed
$798,500; and,
2. Authorize the City Manager to execute a new or amended Cooperative
Agreement with Caltrans for the PAED phase of the Del Rio Road / US
101 Interchange Project.
Public Works Director Nick DeBar introduced Ron DeCarli of SLOCOG who gave a
presentation on Regional Transportation Planning and SLOCOG’s involvement in the
process, and answered questions of Council.
Public Works Director Nick DeBar gave his the staff report.
Public Works Director Nick DeBar introduced Jorge Aguilar with Wallace Group who
gave a presentation on their efforts on the Interchange Project, and answered questions
of Council.
ITEM NUMBER: A-1
DATE: 10/13/15
Atascadero City Council
September 22, 2015
Page 5 of 6
Public Works Director Nick DeBar summarized the presentations and answered
questions from the Council.
Mayor O’Malley recessed the meeting at 8:02 p.m.
Mayor O’Malley reconvened the meeting at 8:11p.m.
Clint Pierce of Madonna Enterprises, owner of the Del Rio Marketplace , encouraged the
Council to continue with this Project.
PUBLIC COMMENT:
The following citizens spoke on this item: Randy Lawrence, and Linda Hendy.
Mayor O’Malley closed the Public Comment period.
MOTION: By Mayor O’Malley and seconded by Council Member Fonzi to:
1. Authorize the City Manager to execute a contract with
Wallace Group to provide professional engineering and
environmental services for the Project Approval and
Environmental Document (PAED) phase of the Del Rio
Road / US 101 Interchange Project for fee not to exceed
$798,500; and,
2. Authorize the City Manager to execute a new or
amended Cooperative Agreement with Caltrans for the
PAED phase of the Del Rio Road / US 101 Interchange
Project.
Motion passed 5:0 by a roll-call vote. (#1: Contract No. 2015-
019, #2: Contract No. 2015-020)
COUNCIL ANNOUNCEMENTS AND REPORTS:
The City Council Members made brief announcements.
D. COMMITTEE REPORTS:
Mayor Pro Tem Moreno
1. Economic Vitality Corporation, Board of Directors (EVC) – Meets tomorrow.
Council Member Fonzi
1. Air Pollution Control District – Meet tomorrow.
2. Oversight Board for Successor Agency to the Community Redevelopment
Agency of Atascadero – Meets Thursday.
3. SLO Local Agency Formation Commission (LAFCo) – Approved the Paso
Robles Groundwater Basin District on a 6:1 vote, with Ms. Fonzi being the
opposing vote. She voted no because she felt the funding was not accurately
produced and did not reflect an accurate account of the District.
4. City of Atascadero Design Review Committee – Meets tomorrow.
ITEM NUMBER: A-1
DATE: 10/13/15
Atascadero City Council
September 22, 2015
Page 6 of 6
5. Water Issues Liaison – Committee meets on Thursday.
Council Member Kelley
1. Homeless Services Oversight Council – Met last week. They reported
homeless numbers that were significantly lower than two years ago. They are
not sure this was an accurate count. They will evaluate the process.
Council Member Sturtevant
1. League of California Cities – Council Liaison – Three Council Members, City
Manager, and City Clerk will be attending the League’s Annual Conference
next week.
E. INDIVIDUAL DETERMINATION AND / OR ACTION: None
F. ADJOURN
Mayor O’Malley adjourned the meeting at 9:21 p.m.
MINUTES PREPARED BY:
______________________________________
Marcia McClure Torgerson, C.M.C.
City Clerk / Deputy City Manager
ITEM NUMBER: A-2
DATE: 10/13/15
Check
Number
Check
Date Vendor Description Amount
City of Atascadero
Disbursement Listing
For the Month of August 2015
2006 08/04/2015 RABOBANK, N.A.48,017.78Payroll Vendor Payment
2007 08/04/2015 EMPLOYMENT DEV DEPARTMENT 12,396.42Payroll Vendor Payment
2008 08/04/2015 EMPLOYMENT DEV. DEPARTMENT 1,717.67Payroll Vendor Payment
146014 08/07/2015 KATHRYN ACOSTA 116.32Accounts Payable Check
146015 08/07/2015 ADVANCED SEPTIC & SEWER SVC 250.00Accounts Payable Check
146016 08/07/2015 A-JAY EXCAVATING, INC.2,098.75Accounts Payable Check
146017 08/07/2015 AMERICAN MARBORG 170.19Accounts Payable Check
146018 08/07/2015 AT&T 287.49Accounts Payable Check
146019 08/07/2015 AT&T 131.65Accounts Payable Check
146020 08/07/2015 ATASCADERO NEWS 576.00Accounts Payable Check
146021 08/07/2015 BLUE TARP FINANCIAL, INC.10.98Accounts Payable Check
146022 08/07/2015 BURKE,WILLIAMS, & SORENSON LLP 35,203.78Accounts Payable Check
146023 08/07/2015 CAL-COAST REFRIGERATION, INC 381.96Accounts Payable Check
146024 08/07/2015 COAST LINE DISTRIBUTING 589.71Accounts Payable Check
146025 08/07/2015 COASTAL COPY, LP 208.20Accounts Payable Check
146026 08/07/2015 COBAN TECHNOLOGIES, INC.850.60Accounts Payable Check
146027 08/07/2015 DEPARTMENT OF JUSTICE 539.00Accounts Payable Check
146028 08/07/2015 DEPARTMENT OF TRANSPORTATION 7,330.63Accounts Payable Check
146029 08/07/2015 STEVEN C. DOSHIER 250.00Accounts Payable Check
146030 08/07/2015 ESCUELA DEL RIO 150.00Accounts Payable Check
146031 08/07/2015 FASTENAL COMPANY 240.94Accounts Payable Check
146032 08/07/2015 FGL ENVIRONMENTAL 2,432.00Accounts Payable Check
146033 08/07/2015 FOOD FOR LESS 43.40Accounts Payable Check
146034 08/07/2015 HANSEN BRO'S CUSTOM FARMING 30,643.20Accounts Payable Check
146035 08/07/2015 J. SOSNICK & SON 237.39Accounts Payable Check
146036 08/07/2015 JIFFY LUBE 88.22Accounts Payable Check
146037 08/07/2015 JK'S UNLIMITED 2,958.13Accounts Payable Check
146038 08/07/2015 KID TEES 278.14Accounts Payable Check
146039 08/07/2015 KW CONSTRUCTION 26,700.00Accounts Payable Check
146040 08/07/2015 L.N. CURTIS & SONS 1,316.75Accounts Payable Check
146041 08/07/2015 LIFE ASSIST, INC.1,095.66Accounts Payable Check
146042 08/07/2015 MICHAEL GLENN INVESTIGATIONS 16,315.77Accounts Payable Check
146043 08/07/2015 MINER'S ACE HARDWARE 134.43Accounts Payable Check
146044 08/07/2015 MISSION UNIFORM SERVICE 57.80Accounts Payable Check
146045 08/07/2015 KATIE MULDER 197.13Accounts Payable Check
146046 08/07/2015 PACIFIC MUNICIPAL CONSULTANTS 22,652.50Accounts Payable Check
ITEM NUMBER: A-2
DATE: 10/13/15
Check
Number
Check
Date Vendor Description Amount
City of Atascadero
Disbursement Listing
For the Month of August 2015
146047 08/07/2015 PAPICH CONSTRUCTION CO., INC.15,139.83Accounts Payable Check
146048 08/07/2015 PERRY'S PARCEL & GIFT 120.89Accounts Payable Check
146049 08/07/2015 SAN LUIS POWERHOUSE, INC.830.76Accounts Payable Check
146050 08/07/2015 SCOTT DAVIS CONSULTING 787.50Accounts Payable Check
146051 08/07/2015 SCOTT O'BRIEN FIRE & SAFETY CO 1,250.00Accounts Payable Check
146052 08/07/2015 THE SHERWIN-WILLIAMS COMPANY 30.78Accounts Payable Check
146053 08/07/2015 SMART AND FINAL 123.86Accounts Payable Check
146054 08/07/2015 STANTEC CONSULTING SVCS, INC.6,295.00Accounts Payable Check
146055 08/07/2015 TANKS A LOT HYDRO 108.64Accounts Payable Check
146056 08/07/2015 TESCO CONTROLS, INC.782.00Accounts Payable Check
146057 08/07/2015 UNION BANK, N.A.2,331.00Accounts Payable Check
146058 08/07/2015 UNIVAR USA, INC.1,530.14Accounts Payable Check
146059 08/07/2015 VALLEY PACIFIC PETROLEUM SVCS 228.91Accounts Payable Check
146060 08/07/2015 VERIZON WIRELESS 2,825.77Accounts Payable Check
146061 08/07/2015 WELL SEEN SIGN CO., LLC 275.62Accounts Payable Check
146062 08/07/2015 WEST COAST NETTING, INC.4,518.16Accounts Payable Check
146063 08/07/2015 WISHPETS CO.150.58Accounts Payable Check
146064 08/07/2015 A & R CONSTRUCTION 3,254.00Accounts Payable Check
146065 08/07/2015 AHERN RENTALS 4,090.46Accounts Payable Check
146066 08/07/2015 A-JAY EXCAVATING, INC.3,565.00Accounts Payable Check
146067 08/07/2015 AMERICAN MARBORG 108.85Accounts Payable Check
146068 08/07/2015 AMERICAN WEST TIRE & AUTO INC 1,796.77Accounts Payable Check
146069 08/07/2015 ASSOCIATED TRAFFIC SAFETY 165.24Accounts Payable Check
146070 08/07/2015 ATASCADERO HAY & FEED 883.20Accounts Payable Check
146072 08/07/2015 ATASCADERO MUTUAL WATER CO.19,071.95Accounts Payable Check
146073 08/07/2015 ATASCADERO PROF. FIREFIGHTERS 110.00Accounts Payable Check
146074 08/07/2015 ATASCADERO ROTARY 172.00Accounts Payable Check
146075 08/07/2015 ATASCADERO TRAFFIC WAY STORAGE 736.00Accounts Payable Check
146076 08/07/2015 BASSETT'S CRICKET RANCH,INC.179.74Accounts Payable Check
146077 08/07/2015 BERRY MAN, INC.699.95Accounts Payable Check
146078 08/07/2015 SHIRLEY R. BRUTON 417.72Accounts Payable Check
146079 08/07/2015 TERRY BUCKLEY 130.38Accounts Payable Check
146080 08/07/2015 CHRISTOPHER M. CARNES 70.00Accounts Payable Check
146081 08/07/2015 CASH 700.00Accounts Payable Check
146082 08/07/2015 CHEVRON & TEXACO BUS. CARD 1,462.96Accounts Payable Check
146083 08/07/2015 KATHLEEN J. CINOWALT 242.20Accounts Payable Check
146084 08/07/2015 CITY OF FRESNO-POLICE DEPT.293.00Accounts Payable Check
ITEM NUMBER: A-2
DATE: 10/13/15
Check
Number
Check
Date Vendor Description Amount
City of Atascadero
Disbursement Listing
For the Month of August 2015
146085 08/07/2015 JEREMY L. CLAY 60.00Accounts Payable Check
146086 08/07/2015 COAST ELECTRONICS 1,017.36Accounts Payable Check
146087 08/07/2015 COAST LINE DISTRIBUTING 382.11Accounts Payable Check
146088 08/07/2015 NICHOLAS E. COUGHLIN 780.00Accounts Payable Check
146089 08/07/2015 MATTHEW J. CURRY 160.00Accounts Payable Check
146090 08/07/2015 BRIAN S. DAVIN, JR.120.00Accounts Payable Check
146091 08/07/2015 NICHOLAS DEBAR 300.00Accounts Payable Check
146092 08/07/2015 DOOLEY ENTERPRISES INC 3,247.42Accounts Payable Check
146093 08/07/2015 DRIVE CUSTOMS 225.92Accounts Payable Check
146094 08/07/2015 ED'S FLYMEAT LLC 38.20Accounts Payable Check
146095 08/07/2015 BRANDON S. ERICKSON 392.00Accounts Payable Check
146096 08/07/2015 FARM SUPPLY COMPANY 396.78Accounts Payable Check
146097 08/07/2015 FERRELL'S AUTO REPAIR 632.40Accounts Payable Check
146098 08/07/2015 FGL ENVIRONMENTAL 72.00Accounts Payable Check
146099 08/07/2015 FIRE CHIEFS ASSC OF SLO CO 25.00Accounts Payable Check
146100 08/07/2015 GAS COMPANY 210.24Accounts Payable Check
146101 08/07/2015 ANDREW J. GEFTAKYS 40.00Accounts Payable Check
146102 08/07/2015 GEM AUTO PARTS 249.39Accounts Payable Check
146103 08/07/2015 GOLDEN STATE COPIER & MAILING 61.73Accounts Payable Check
146104 08/07/2015 GRYPHON TRAINING GROUP, INC.150.00Accounts Payable Check
146105 08/07/2015 BRADLEY A. HACKLEMAN 786.00Accounts Payable Check
146106 08/07/2015 HANSEN BRO'S CUSTOM FARMING 10,793.70Accounts Payable Check
146107 08/07/2015 HART IMPRESSIONS PRINT & COPY 161.70Accounts Payable Check
146108 08/07/2015 J. CARROLL CORPORATION 123.66Accounts Payable Check
146109 08/07/2015 HAROLD A. JOHNSTON III 2,238.00Accounts Payable Check
146110 08/07/2015 KABOOM INSTANT RODENT CONTROL 150.00Accounts Payable Check
146111 08/07/2015 KNUCKLEHEAD GRAPHICS 236.00Accounts Payable Check
146112 08/07/2015 ANNETTE MANIER 23.00Accounts Payable Check
146113 08/07/2015 RILEY A. METE 348.00Accounts Payable Check
146114 08/07/2015 MID-COAST MOWER & SAW, INC.324.48Accounts Payable Check
146115 08/07/2015 MINER'S ACE HARDWARE 612.89Accounts Payable Check
146116 08/07/2015 MISSION UNIFORM SERVICE 469.59Accounts Payable Check
146117 08/07/2015 REON C MONSON 408.00Accounts Payable Check
146118 08/07/2015 MPI 84.31Accounts Payable Check
146119 08/07/2015 DAVE MUEHLHAUSEN 278.25Accounts Payable Check
146120 08/07/2015 MV TRANSPORTATION, INC.9,223.31Accounts Payable Check
146121 08/07/2015 MWI VETERINARY SUPPLY CO.36.94Accounts Payable Check
ITEM NUMBER: A-2
DATE: 10/13/15
Check
Number
Check
Date Vendor Description Amount
City of Atascadero
Disbursement Listing
For the Month of August 2015
146122 08/07/2015 NATIONAL FIRE FIGHTER CORP.220.86Accounts Payable Check
146123 08/07/2015 NORTH COUNTY PLUMBING & DRAIN 408.12Accounts Payable Check
146124 08/07/2015 OFFICE DEPOT INC.671.57Accounts Payable Check
146125 08/07/2015 TARA ORLICK 75.90Accounts Payable Check
146126 08/07/2015 PACIFIC GAS AND ELECTRIC 15,425.65Accounts Payable Check
146127 08/07/2015 PALOMAR SELF STORAGE 115.00Accounts Payable Check
146128 08/07/2015 FLAVIA PAROTTI 453.55Accounts Payable Check
146129 08/07/2015 PROCARE JANITORIAL SUPPLY,INC.551.40Accounts Payable Check
146130 08/07/2015 JERI RANGEL 300.00Accounts Payable Check
146131 08/07/2015 RECOGNITION WORKS 81.00Accounts Payable Check
146132 08/07/2015 RACHELLE RICKARD 500.00Accounts Payable Check
146133 08/07/2015 ROB REYNOLDS CONSTRUCTION, INC 1,405.15Accounts Payable Check
146134 08/07/2015 SAFETY DRIVERS ED., LLC.94.50Accounts Payable Check
146135 08/07/2015 SCOTT O'BRIEN FIRE & SAFETY CO 108.00Accounts Payable Check
146136 08/07/2015 SHELL 1,752.74Accounts Payable Check
146137 08/07/2015 THE SHERWIN-WILLIAMS COMPANY 26.59Accounts Payable Check
146138 08/07/2015 VOID 0.00Accounts Payable Check
146139 08/07/2015 SHORIN-RYU KARATE 224.00Accounts Payable Check
146140 08/07/2015 SLO CO AIR POLLUTION CTRL DIST 3,968.00Accounts Payable Check
146141 08/07/2015 SLO CO FIRE TRAINING OFFICERS 75.00Accounts Payable Check
146142 08/07/2015 SMART AND FINAL 507.00Accounts Payable Check
146143 08/07/2015 MARY P. SMITH 216.00Accounts Payable Check
146144 08/07/2015 ALEJANDRO J. SORIANO 1,194.00Accounts Payable Check
146145 08/07/2015 SPENCER'S MUFFLERS 1,051.20Accounts Payable Check
146146 08/07/2015 STANLEY CONVERGENT SECURITY 523.58Accounts Payable Check
146147 08/07/2015 STORMWIND, LLC 6,090.00Accounts Payable Check
146148 08/07/2015 STEVEN STUCKY 77.00Accounts Payable Check
146149 08/07/2015 SUNLIGHT JANITORIAL 135.00Accounts Payable Check
146150 08/07/2015 DAVA C. SUTHERLAND 423.30Accounts Payable Check
146151 08/07/2015 SWANK MOTION PICTURES, INC.351.00Accounts Payable Check
146152 08/07/2015 THRIVE TRAINING CENTER 3.50Accounts Payable Check
146153 08/07/2015 THE TOP SHOP UPHOLSTERY 388.00Accounts Payable Check
146154 08/07/2015 TRACE ANALYTICS, LLC 330.00Accounts Payable Check
146155 08/07/2015 ANTHONY J. TRAVERSO 38.00Accounts Payable Check
146156 08/07/2015 UNITED STAFFING ASSC., INC.1,584.00Accounts Payable Check
146157 08/07/2015 USA BLUE BOOK 722.02Accounts Payable Check
146158 08/07/2015 SABRINA T. VAN BEEK 209.00Accounts Payable Check
ITEM NUMBER: A-2
DATE: 10/13/15
Check
Number
Check
Date Vendor Description Amount
City of Atascadero
Disbursement Listing
For the Month of August 2015
146159 08/07/2015 WEST COAST AUTO & TOWING, INC.80.00Accounts Payable Check
146160 08/07/2015 WEX BANK - 76 UNIVERSL 16,101.18Accounts Payable Check
146161 08/07/2015 KAREN B. WYKE 629.10Accounts Payable Check
2009 08/14/2015 STATE DISBURSEMENT UNIT 408.46Payroll Vendor Payment
2010 08/14/2015 HEALTHEQUITY, INC.4,360.85Payroll Vendor Payment
146162 08/14/2015 ATASCADERO MID MGRS ORG UNION 40.00Payroll Vendor Payment
146163 08/14/2015 ATASCADERO POLICE OFFICERS 1,186.25Payroll Vendor Payment
146164 08/14/2015 ATASCADERO PROF. FIREFIGHTERS 864.25Payroll Vendor Payment
146165 08/14/2015 FLEX-PLAN SERVICES INC.1,637.51Payroll Vendor Payment
146166 08/14/2015 HARTFORD LIFE INSURANCE 8,019.62Payroll Vendor Payment
146167 08/14/2015 NATIONWIDE RETIREMENT SOLUTION 1,153.44Payroll Vendor Payment
146168 08/14/2015 SEIU LOCAL 620 802.16Payroll Vendor Payment
146169 08/14/2015 VANTAGEPOINT TRNSFR AGT 106099 288.29Payroll Vendor Payment
146170 08/14/2015 VANTAGEPOINT TRNSFR AGT 304633 3,131.94Payroll Vendor Payment
2011 08/17/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 23,219.88Payroll Vendor Payment
2012 08/17/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 37,702.27Payroll Vendor Payment
2013 08/17/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 2,094.47Payroll Vendor Payment
2014 08/17/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 2,013.87Payroll Vendor Payment
2015 08/17/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 1,320.25Payroll Vendor Payment
2016 08/17/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 2,247.94Payroll Vendor Payment
2017 08/17/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 4,506.39Payroll Vendor Payment
2018 08/18/2015 RABOBANK, N.A.66,272.46Payroll Vendor Payment
2019 08/18/2015 EMPLOYMENT DEV DEPARTMENT 19,183.79Payroll Vendor Payment
2020 08/18/2015 EMPLOYMENT DEV. DEPARTMENT 1,905.98Payroll Vendor Payment
146171 08/21/2015 ASSOCIATED TRAFFIC SAFETY 148.61Accounts Payable Check
146172 08/21/2015 BELL'S PLUMBING REPAIR, INC.1,029.00Accounts Payable Check
146173 08/21/2015 BIG RED MARKETING, INC.10,000.00Accounts Payable Check
146174 08/21/2015 BIRD-X, INC.23.80Accounts Payable Check
146175 08/21/2015 BURT INDUSTRIAL SUPPLY 130.25Accounts Payable Check
146176 08/21/2015 CA CODE CHECK, INC.5,429.80Accounts Payable Check
146177 08/21/2015 CA FORENSIC PSYCHOLOGY ASSC 400.00Accounts Payable Check
146178 08/21/2015 ELECTRICRAFT, INC.15,979.03Accounts Payable Check
146179 08/21/2015 JK'S UNLIMITED 1,485.06Accounts Payable Check
146180 08/21/2015 K & M INTERNATIONAL 1,153.05Accounts Payable Check
146181 08/21/2015 KRITZ EXCAVATING & TRUCKNG INC 224.15Accounts Payable Check
ITEM NUMBER: A-2
DATE: 10/13/15
Check
Number
Check
Date Vendor Description Amount
City of Atascadero
Disbursement Listing
For the Month of August 2015
146182 08/21/2015 MADRONE LANDSCAPES, INC.6,230.75Accounts Payable Check
146183 08/21/2015 MICHAEL K. NUNLEY & ASSC, INC.1,100.00Accounts Payable Check
146184 08/21/2015 MUNITEMPS 9,500.00Accounts Payable Check
146185 08/21/2015 NAVAJO ROCK & BLOCK 257.25Accounts Payable Check
146186 08/21/2015 PAVEMENT ENGINEERING, INC.11,630.00Accounts Payable Check
146187 08/21/2015 PENGUIN RANDOM HOUSE, LLC 286.99Accounts Payable Check
146188 08/21/2015 PIERCE MANUFACTURING, INC.140,234.00Accounts Payable Check
146189 08/21/2015 RECOGNITION WORKS 4.00Accounts Payable Check
146190 08/21/2015 TURNOUT MAINTENANCE CO., LLC 512.00Accounts Payable Check
146192 08/21/2015 U.S. BANK 12,210.76Accounts Payable Check
146193 08/21/2015 VOID 0.00Accounts Payable Check
146194 08/21/2015 WALLACE GROUP 23,586.20Accounts Payable Check
146195 08/21/2015 WILLIAM AVERY & ASSC., INC.842.94Accounts Payable Check
146196 08/21/2015 AGP VIDEO, INC.1,830.00Accounts Payable Check
146197 08/21/2015 AIRGAS USA, LLC 203.25Accounts Payable Check
146198 08/21/2015 ALL SIGNS AND GRAPHICS, LLC 30.78Accounts Payable Check
146199 08/21/2015 ALLIANT INSURANCE SERVICES INC 173.00Accounts Payable Check
146200 08/21/2015 AMERICAN WEST TIRE & AUTO INC 1,236.00Accounts Payable Check
146201 08/21/2015 ATASCADERO GLASS, INC.340.00Accounts Payable Check
146202 08/21/2015 ATASCADERO HAY & FEED 1,213.87Accounts Payable Check
146203 08/21/2015 ATASCADERO PROF. FIREFIGHTERS 110.00Accounts Payable Check
146204 08/21/2015 AURORA WORLD, INC.804.14Accounts Payable Check
146205 08/21/2015 BARRY-OWEN CO., INC.174.93Accounts Payable Check
146206 08/21/2015 BASSETT'S CRICKET RANCH,INC.66.37Accounts Payable Check
146207 08/21/2015 BERRY MAN, INC.334.95Accounts Payable Check
146208 08/21/2015 BIG RED MARKETING, INC.2,500.00Accounts Payable Check
146209 08/21/2015 BRADS OVERHEAD DOORS, INC.1,480.00Accounts Payable Check
146210 08/21/2015 BREZDEN PEST CONTROL, INC.160.00Accounts Payable Check
146211 08/21/2015 CA HIGHWAY PATROL 200.00Accounts Payable Check
146212 08/21/2015 CA PARKS & RECREATION 50.00Accounts Payable Check
146213 08/21/2015 CENTRAL CA ASA 375.00Accounts Payable Check
146214 08/21/2015 CERTIFIED FOLDER DISPLAY SVC 7,511.62Accounts Payable Check
146215 08/21/2015 CITY OF SAN LUIS OBISPO 4,000.00Accounts Payable Check
146216 08/21/2015 COAST ELECTRONICS 795.44Accounts Payable Check
146217 08/21/2015 COAST LINE DISTRIBUTING 173.65Accounts Payable Check
146218 08/21/2015 CORELOGIC SOLUTIONS, LLC.125.00Accounts Payable Check
146219 08/21/2015 CRYSTAL SPRINGS WATER 91.25Accounts Payable Check
ITEM NUMBER: A-2
DATE: 10/13/15
Check
Number
Check
Date Vendor Description Amount
City of Atascadero
Disbursement Listing
For the Month of August 2015
146220 08/21/2015 CULLIGAN/CENTRAL COAST WTR TRT 70.00Accounts Payable Check
146221 08/21/2015 THE DAVEY TREE EXPERT COMPANY 285.00Accounts Payable Check
146222 08/21/2015 BRIAN S. DAVIN, JR.180.00Accounts Payable Check
146223 08/21/2015 DEPARTMENT OF JUSTICE 49.00Accounts Payable Check
146224 08/21/2015 DOCUTEAM 132.53Accounts Payable Check
146225 08/21/2015 CHARITY DOHERTY 68.50Accounts Payable Check
146226 08/21/2015 DRIVE CUSTOMS 7,389.44Accounts Payable Check
146227 08/21/2015 ECONOMIC VITALITY CORPORATION 5,000.00Accounts Payable Check
146228 08/21/2015 EXECUTIVE INFORMATION SERVICES 26,532.45Accounts Payable Check
146229 08/21/2015 FARM SUPPLY COMPANY 704.28Accounts Payable Check
146230 08/21/2015 FEDERAL SIGNAL CORP.110.21Accounts Payable Check
146231 08/21/2015 FERRELL'S AUTO REPAIR 718.48Accounts Payable Check
146232 08/21/2015 GAS COMPANY 42.46Accounts Payable Check
146233 08/21/2015 ANDREW J. GEFTAKYS 60.00Accounts Payable Check
146234 08/21/2015 GEM AUTO PARTS 553.73Accounts Payable Check
146235 08/21/2015 GREEN TRADING USA 149.85Accounts Payable Check
146236 08/21/2015 HART IMPRESSIONS PRINT & COPY 144.06Accounts Payable Check
146237 08/21/2015 EVELYN R. INGRAM 789.74Accounts Payable Check
146238 08/21/2015 THE INK CO.253.68Accounts Payable Check
146239 08/21/2015 J. CARROLL CORPORATION 33.36Accounts Payable Check
146240 08/21/2015 JIFFY LUBE 47.09Accounts Payable Check
146241 08/21/2015 JK'S UNLIMITED 1,878.52Accounts Payable Check
146242 08/21/2015 K & M INTERNATIONAL 811.34Accounts Payable Check
146243 08/21/2015 KPRL 1230 AM 160.00Accounts Payable Check
146244 08/21/2015 MADRONE LANDSCAPES, INC.742.50Accounts Payable Check
146245 08/21/2015 MICHAEL FREDERICK PAVING,INC.35,955.50Accounts Payable Check
146246 08/21/2015 MID-COAST MOWER & SAW, INC.93.44Accounts Payable Check
146247 08/21/2015 MINER'S ACE HARDWARE 620.86Accounts Payable Check
146248 08/21/2015 MISSION UNIFORM SERVICE 221.38Accounts Payable Check
146249 08/21/2015 BRETT MOBLEY 281.00Accounts Payable Check
146250 08/21/2015 MULLAHEY CDJR 125.00Accounts Payable Check
146251 08/21/2015 RAYMOND L. MULLIKIN 2,064.45Accounts Payable Check
146252 08/21/2015 MWI VETERINARY SUPPLY CO.111.13Accounts Payable Check
146253 08/21/2015 NATIONAL RECREATION & PARK ASC 165.00Accounts Payable Check
146254 08/21/2015 NORTH COAST ENGINEERING INC.768.60Accounts Payable Check
146255 08/21/2015 OFFICE DEPOT INC.1,388.91Accounts Payable Check
146256 08/21/2015 O'REILLY AUTOMOTIVE, INC.15.10Accounts Payable Check
ITEM NUMBER: A-2
DATE: 10/13/15
Check
Number
Check
Date Vendor Description Amount
City of Atascadero
Disbursement Listing
For the Month of August 2015
146258 08/21/2015 PACIFIC GAS AND ELECTRIC 36,371.03Accounts Payable Check
146259 08/21/2015 PASO ROBLES FORD LINCOLN MERC 312.65Accounts Payable Check
146260 08/21/2015 PERRY'S PARCEL & GIFT 30.66Accounts Payable Check
146261 08/21/2015 PHILLIPS INTERNATIONAL, INC.412.20Accounts Payable Check
146262 08/21/2015 SCOTT E. PIPAN 128.00Accounts Payable Check
146263 08/21/2015 PRO TOW 80.00Accounts Payable Check
146264 08/21/2015 PROCARE JANITORIAL SUPPLY,INC.201.77Accounts Payable Check
146265 08/21/2015 REDWOOD TOXICOLOGY LABORATORY 171.19Accounts Payable Check
146266 08/21/2015 DALLAN M. ROETKER 30.00Accounts Payable Check
146267 08/21/2015 ERIN RUSSELL 2,573.85Accounts Payable Check
146268 08/21/2015 SCOVELL TREE SURGERY 1,050.00Accounts Payable Check
146269 08/21/2015 JOHN C. SIEMENS 472.50Accounts Payable Check
146270 08/21/2015 SLO COUNTY OES-HAZ MAT TEAM 5,000.00Accounts Payable Check
146271 08/21/2015 CONNER M. SPEARS 1,584.00Accounts Payable Check
146272 08/21/2015 STANLEY CONVERGENT SECURITY 246.06Accounts Payable Check
146273 08/21/2015 STATE BOARD OF EQUALIZATION 1,692.00Accounts Payable Check
146274 08/21/2015 STONEAGE ARTS, INC.245.96Accounts Payable Check
146275 08/21/2015 SUN BADGE COMPANY 432.15Accounts Payable Check
146276 08/21/2015 SUNLIGHT JANITORIAL 1,011.00Accounts Payable Check
146277 08/21/2015 SWAT TRAUMA ASSISTANCE TRNG 750.00Accounts Payable Check
146278 08/21/2015 TANKS A LOT HYDRO 81.50Accounts Payable Check
146279 08/21/2015 TOPLINE PRODUCTS, INC.121.54Accounts Payable Check
146280 08/21/2015 TOWN & COUNTRY FENCING 2,687.00Accounts Payable Check
146281 08/21/2015 TOYSMITH 451.80Accounts Payable Check
146282 08/21/2015 THE TRIBUNE 311.90Accounts Payable Check
146283 08/21/2015 TURNOUT MAINTENANCE CO., LLC 602.00Accounts Payable Check
146286 08/21/2015 U.S. BANK 19,477.38Accounts Payable Check
146287 08/21/2015 ULTREX BUSINESS PRODUCTS 129.82Accounts Payable Check
146288 08/21/2015 UNITED STAFFING ASSC., INC.1,767.15Accounts Payable Check
146289 08/21/2015 US FOODS, INC.331.29Accounts Payable Check
146290 08/21/2015 IWINA M. VAN BEEK 40.00Accounts Payable Check
146291 08/21/2015 VERDIN 2,064.00Accounts Payable Check
146292 08/21/2015 VITCO FOODSERVICE 344.04Accounts Payable Check
146293 08/21/2015 WALLACE GROUP 9,982.45Accounts Payable Check
146294 08/21/2015 WARM FUZZY TOYS 208.74Accounts Payable Check
146295 08/21/2015 BRANDON J. WELLS 392.00Accounts Payable Check
146296 08/21/2015 WEST COAST AUTO & TOWING, INC.4,322.52Accounts Payable Check
ITEM NUMBER: A-2
DATE: 10/13/15
Check
Number
Check
Date Vendor Description Amount
City of Atascadero
Disbursement Listing
For the Month of August 2015
146297 08/21/2015 WESTERN JANITOR SUPPLY 144.94Accounts Payable Check
146298 08/21/2015 WHITLOCK & WEINBERGER TRANS.3,452.50Accounts Payable Check
146299 08/21/2015 WILKINS ACTION GRAPHICS 226.77Accounts Payable Check
146300 08/21/2015 XO PANDORA 1,000.00Accounts Payable Check
2021 08/24/2015 BANK OF NEW YORK MELLON 595,511.25Accounts Payable Check
146301 08/25/2015 THE RIGHT ANGLE, INC.16,500.00Accounts Payable Check
146302 08/25/2015 ALLSTATE WORKPLACE DIVISION 2,477.65Payroll Vendor Payment
146303 08/25/2015 BLUE SHIELD OF CALIFORNIA 125,412.94Payroll Vendor Payment
146304 08/25/2015 LINCOLN NATIONAL LIFE INS CO 1,353.47Payroll Vendor Payment
146305 08/25/2015 MEDICAL EYE SERVICES 1,667.27Payroll Vendor Payment
146306 08/25/2015 PREFERRED BENEFITS INSURANCE 9,458.40Payroll Vendor Payment
146307 08/27/2015 ATASCADERO MID MGRS ORG UNION 40.00Payroll Vendor Payment
146308 08/27/2015 ATASCADERO POLICE OFFICERS 1,186.25Payroll Vendor Payment
146309 08/27/2015 ATASCADERO PROF. FIREFIGHTERS 864.25Payroll Vendor Payment
146310 08/27/2015 HARTFORD LIFE INSURANCE 8,019.62Payroll Vendor Payment
146311 08/27/2015 NATIONWIDE RETIREMENT SOLUTION 1,449.59Payroll Vendor Payment
146312 08/27/2015 NAVIA BENEFIT SOLUTIONS 1,637.51Payroll Vendor Payment
146313 08/27/2015 NAVIA BENEFIT SOLUTIONS 70.00Payroll Vendor Payment
146314 08/27/2015 SEIU LOCAL 620 802.16Payroll Vendor Payment
146315 08/27/2015 VANTAGEPOINT TRNSFR AGT 106099 288.29Payroll Vendor Payment
146316 08/27/2015 VANTAGEPOINT TRNSFR AGT 304633 2,936.16Payroll Vendor Payment
2022 08/28/2015 STATE DISBURSEMENT UNIT 408.46Payroll Vendor Payment
2023 08/28/2015 HEALTHEQUITY, INC.4,360.85Payroll Vendor Payment
2024 08/28/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 23,262.67Payroll Vendor Payment
2025 08/28/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 37,347.82Payroll Vendor Payment
2026 08/28/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 945.12Payroll Vendor Payment
2027 08/28/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 2,013.87Payroll Vendor Payment
2028 08/28/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 1,567.86Payroll Vendor Payment
2029 08/28/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 2,247.94Payroll Vendor Payment
2030 08/28/2015 CALIF PUBLIC EMPLOYEES RETIREMENT SYSTEM 4,027.11Payroll Vendor Payment
$1,868,360.16
ITEM NUMBER: A-2
DATE: 10/13/15
ITEM NUMBER: A-3
DATE: 10/13/15
Atascadero City Council
Staff Report – Public Works
Authorize Representatives to Serve on the Paso Robles
Groundwater Basin Advisory Committee
RECOMMENDATIONS:
Council:
1. Authorize the Director of Public Works to be the representative for the City of
Atascadero on the Paso Robles Groundwater Basin Advisory Committee
(PBAC); and
2. Authorize the Deputy Director of Public Works to be the alternate representative
for the City of Atascadero on the Paso Robles Groundwater Basin Advisory
Committee (PBAC).
DISCUSSION:
In response to decreasing aquifer levels, the SLO County Board of Supervisors
approved an ad-hoc committee, known as the Paso Robles Groundwater Basin Blue
Ribbon Steering Committee, to coordinate stakeholders to implement a newly published
Paso Robles Groundwater Basin Management plan. The Blue Ribbon Committee was
formed in March 2011 and had a two -year term. The Board of Supervisors formed the
PBAC after the Blue Ribbon Steering Committee’s term had expired to further develop
recommendations from the Blue Ribbon Steering Committee. The former Director of
Public Works was the Atascadero representative on the Blue Ribbon Steering
Committee.
There is currently a vacant seat to represent the City of Atascadero on the PBAC. The
purpose of the PBAC is to advise the County Board of Supervisors on matters
concerning policy decisions relating to implementation of the Basin Groundwater
Management Plan. The Committee is a technical committee charged with developing an
“enhanced” Groundwater Management Plan for the Basin, formation of a new water
district, and other related policies and ordinances.
Similar to the Water Resources Advisory Committee (WRAC), a member and alternate
are designated to represent the City’s membership on the PBAC. The member and
ITEM NUMBER: A-3
DATE: 10/13/15
alternate are nominated by the City and considered for confirmation by the County
Board of Supervisors. Unlike the WRAC, the PBAC is comprised primarily of technical
representatives from various jurisdictions such as the Monterey County Water Resource
Agency, various community services districts, the cities of SLO, Paso Robles and
Atascadero, along with at large agriculture and residential representatives. The PBAC
is coordinated by the Water Resources Division of the SLO County Public Works
Department. Because of the technical nature of this committee, staff recommends
appointing the Public Works Director as the representative, with the Deputy Public
Works Director as the alternate representative.
FISCAL IMPACT: None
ATTACHMENTS:
1. PBAC Bylaws
Approved by the Board of Supervisors – December 9, 2014
PASO ROBLES GROUNDWATER BASIN
ADVISORY COMMITTEE BYLAWS
Article I: Purpose
The purpose of the Paso Robles Groundwater Basin (Basin) Advisory Committee (Committee)
is to advise the Board of Supervisors (BOS), acting either as the San Luis Obispo County
Flood Control and Water Conservation District or San Luis Obispo County, concerning policy
decisions relating to:
1. Implementation of the Basin Groundwater Management Plan
2. Development of a “enhanced” Groundwater Management Plan for the Basin
3. Formation of a new water district
4. Transition of an initial County-supported district to an independent district
5. Other policies and ordinances
The Committee will also serve as a public forum to discuss and collect comments on Basin
issues.
Article II: Structure
This committee will be an official advisory committee to the BOS. The BOS will approve
committee structure, solicit qualified applicants in accordance with Maddy Act requirements
and will approve committee members.
Article III: Time Frame
This committee will sunset after a period of two years, however the BOS has the option to
extend the time frame as needed.
Article IV: Members
A) Members representing Agencies, Organizations and Associations
The following agencies, organizations and associations may nominate a member and
an alternate:
City of Paso Robles
Atascadero Mutual Water Company
City of Atascadero
Templeton Community Service District
San Miguel Community Services District
Monterey County Water Resources Agency
County of Monterey (Resource Management Agency)
Shandon (County Service Area 16)
Paso Robles Imperiled Overlying Rights (PRIOR)
Paso Robles Wine Country Alliance
Central Coast Vineyard Team
ITEM NUMBER: A-3
DATE: 10/13/15
ATTACHMENT: 1
PASO BASIN ADVISORY COMMITTEE BYLAWS
Page 2 of 3
Approved by the Board of Supervisors – December 9, 2014
San Luis Obispo County Farm Bureau
San Luis Obispo County Cattlemen’s Association
Upper Salinas-Las Tablas Resource Conservation District
City of San Luis Obispo
B) At Large Members
All positions will have a member and an alternate member
Qualified applicants live and/or have a business within the Basin
One At-Large viticulture agriculturalist
One At-Large non-viticulture irrigated crop agriculturalist
One At-Large environmental representative
One At-Large rural representative (District 1 appointment)
One At-Large rural representative (District 5 appointment)
Five At-Large rural residential representatives
One At-Large (Undesignated)
C) Members are encouraged to provide an update on water resource issues relevant to their
group or agency at least once per year.
D) Three successive unexcused absences of a member without notifying the Committee, if
no alternate is representing the member, shall be cause for the member to be dropped
from the Committee and the member’s agency shall be notified and nomination of a new
representative requested.
E) This Committee shall comply with all applicable laws, including the Ralph M. Brown
Act.
Article V: Meetings
1. Meetings shall be held on the third Thursday of each month. If a majority vote of
members present in a regular meeting approve, any regular meeting may be postponed if
it would fall on a holiday.
2. Meetings shall begin at 2:00 p.m. and shall continue for no more than two hours unless
extended time is approved by a majority vote.
3. The Chairperson, or the Vice Chairperson in the Chairperson’s absence, may call a
Special Meeting after proper notification of the Committee members. Proper notification
shall be deemed to have been met if such notification is written and is delivered
personally, by mail, by email with a confirmation receipt, or by direct contact by
telephone at least 24 hours in advance of the scheduled meeting.
4. Meetings may be canceled by vote of the committee in a meeting. If there are insufficient
items to justify a meeting it may be canceled by agreement between the Chairperson and
Secretary. Notice of canceled meetings shall be the same as for special meetings.
5. Fourteen members, or their alternates in their absence, shall constitute a quorum.
ITEM NUMBER: A-3
DATE: 10/13/15
ATTACHMENT: 1
PASO BASIN ADVISORY COMMITTEE BYLAWS
Page 3 of 3
Approved by the Board of Supervisors – December 9, 2014
6. Any decision or recommendation to the Board of Supervisors shall require a majority
vote by Committee members present, or their alternates, for passage.
7. Every member shall have one vote. This vote may be cast by the member or the alternate.
8. Meetings shall be open to the public and members of other governmental agencies.
Visitors may express opinions or make requests during public comment. The
Chairperson may open and close the meeting to public comment.
Article VI: Officers
1. Officers of the Committee shall consist of the Chairperson, Vice-Chairperson and
Secretary.
2. The Chairperson and Vice-Chairperson of the Committee shall be selected from the
members of the Committee and elected by a majority vote of the members present. The
Secretary shall be County Public Works staff assigned annually by the County Public
Works Department Director.
3. Election of Officers shall be done annually at the March meeting of the Committee.
4. Vacated elected offices shall be filled by election by the Committee. The
Vice-Chairperson shall assume the Chairpersonship in the event of absence of the
Chairperson.
Article VII: Administration
1. The Secretary, in cooperation with the Chairperson, shall prepare the agenda for each
regular and special meeting of the Committee. Any Committee member may contact the
Secretary and Chairperson and request that an item be placed on the regular meeting
agenda no later than 4:30 p.m. twelve calendar days prior to the applicable meeting date.
Such a request must be also submitted in writing either at the time of communication with
the Secretary or delivered to the County Public Works Department within the next working
day. Consideration of the request by the Secretary, in cooperation with the Chairperson,
for inclusion on the agenda will be limited to include review for consistency with District
and Board of Supervisors priorities, the mandate of the Committee, and available time.
2. The Chairperson, in cooperation with the Secretary, shall prepare an Annual Report for
review by the Committee no later than the March meeting date. The Annual Report shall
include a summary of Committee activities, actions and outcomes for the previous year,
and current status of continuing efforts. The Annual Report shall be forwarded to the
Board of Supervisors after review by the Committee.
3. Bylaws shall be reviewed annually for recommended updates or more often if requested by
the Board of Supervisors.
ITEM NUMBER: A-3
DATE: 10/13/15
ATTACHMENT: 1
ITEM NUMBER: A-3
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ATTACHMENT: 1
ITEM NUMBER: C-1
DATE: 10/13/15
Atascadero City Council
Staff Report – City Manager’s Office
Visit Atascadero’s Branding & City’s Marketing Plan
RECOMMENDATIONS:
Council:
1. Adopt the Draft “Visit Atascadero” logo and color palette; and,
2. Adopt the Draft Marketing Plan.
DISCUSSION:
As a follow up to the Ten Year Visioning Workshop in May of 2015, a workshop was
held to develop a Tourism & Promotion Game Plan (Game Plan). The Game Plan
included the “Story of Change” for the next 3 years, including the strategic priorities and
indicators of success below:
ITEM NUMBER: C-1
DATE: 10/13/15
The Game Plan designated 2015 as the year to “Build the Foundation” and strategic
priorities for the year include developing an integrated Marketing Plan and setting brand
standards. Since that workshop, work has continued on establishing a brand and
developing a City marketing plan.
History: Verdin was hired in June to assist with the first step in an overall Marketing
Plan to highlight the City’s assets, attract tourism and improve the City for resid ents.
The tourism focus, in conjunction with the ATBID, is to attract visitors to come to
Atascadero; and the City’s focus is to have those visitors, city residents and SLO
County residents, stay, spend and enjoy Atascadero.
The Special Meeting held on June 11, 2015, was the first stage of the branding exercise
to define the people, characteristics and the attractions that make Atascadero unique. In
this meeting, we reviewed the Branding Process, and completed a five senses exercise.
This work in conjunction with the work done at the two previous Coraggio -facilitated City
Council Strategic Planning sessions, would be the basis for the development of a brand
for Visit Atascadero.
ITEM NUMBER: C-1
DATE: 10/13/15
At the July City Council meeting, Verdin Marketing presented the research and concept
logos that were developed based on the Ten-Year Visioning Workshop Report from the
Coraggio Group and on the input generated at the June 11 th Special Meeting. The City
Council provided some feedback to Verdin on the presentation and the black and white
concept logos. At the August meeting, Verdin presented a refined logo for Council
consideration and received input from the Council that there were concerns with the
logo and questions as to whether the logo truly represented the vision that the Co uncil
had established at their strategic planning sessions with Coraggio Group.
After the August meeting, staff from both Verdin and Coraggio Group reviewed
Council’s comments from all of the visioning meetings, to jointly arrive at proposed
concepts that met the needs of the Visit Atascadero brand. This collaboration of the
Council’s vision/input; Verdin’s expertise in graphics and markets; and Coraggio
Group’s expertise in understanding both the development of Council’s vision and
branding/marketing, produced a choice of two logos that reflected the Atascadero sense
of place, while at the same time fulfilling its job of simple brand recognition for all types
of marketing materials.
On September 25th, a Special Council Meeting was held to discuss branding and the
Marketing Plan. At the meeting, Council Members, lodging owners, Chamber of
Commerce representatives and members of the general public sat at the table to
discuss work that had been accomplished over the past year. Items discussed
included:
Council 10 Year Vision: “Atascadero is a beautiful and authentic City of outdoor
recreation, culinary adventures, and welcoming hospitality. It’s a safe place
where the arts and history thrive, and the diversity of experienc e, generosity of
spirit, and small-town ambiance are here to be enjoyed by visitors and residents
alike.” – by City Council at 8/31/14 Strategic Planning Session with Coraggio
Group”
Unique Selling Proposition: “Atascadero is California as it used to be. With
classic roots, Atascadero is a traditional American town that offers authentic
experiences with a blend of affordability and access to family friendly activities.”
– by Verdin Marketing
Five Senses Exercise
Role of a Logo: A logo has to be versatile, distinctive and aesthetically pleasing;
it has to instill a sense of place; and it has to appeal to our target audiences.
Council Feedback on Previous Logo Ideas: Council indicated that they would
like a logo that represents the past with a nod to the future; and that is easy to
read and recognize.
Branding: The two refined logos were then presented by Verdin Marketing. Each logo
was discussed in several different contexts with examples shown from two Savor print
ads, as well as how the logo looked standing alone. While there were refinements
suggested, the overwhelming support was for the first logo.
ITEM NUMBER: C-1
DATE: 10/13/15
The logo selected is simple, versatile, and reflects a sense of place, with the arch in the
word “Visit” reflecting the arch of the rotunda at City Hall. It was felt that the logo’s
simplicity would appeal to our target audience and would be easy to read. While the
font is reminiscent of our past (Caladero font used as inspiration), it is not dated and has
a feeling of movement toward the future. The word “Atascadero” is quite prominent so if
it was placed on a billboard, you could read the word at a glance. The simplicity stands
out on pictures and print ads, leaving the focus on the picture itself and the word
“Atascadero.” The logo is consistent with the brand’s vision and unique selling
proposition, and would work well in the variety of creative messaging and marketing
mediums from :30 TV commercials to billboards. After review of both logos by all
attendees, there was agreement to bring the first logo (with possible refinements) back
to Council for approval.
Below is the refined logo with the additional refinements made:
Logo Refinements:
Verdin explored lighter font for the word "visit" but does not recommend a lighter
font. The lighter font would have to be larger; however, it was felt that it would still
not be as easy to read as the original option presented above.
The font spacing on the chosen logo was fine tuned.
ITEM NUMBER: C-1
DATE: 10/13/15
Two color palates were also reviewed at the Special Meeting and a general consensus
was reached to swap out the different colors and bring back the palette below for review
and approval. Below is the color palette as revised by the September 25 th meeting input:
Color Palette Refinements:
The color changes are more vibrant and brighter.
The golden color was added to the palette for a warmer tone. The yellow gold
chosen reflects a warm, earthy tone you find in Atascadero.
Taglines are a way to reinforce the brand ’s vision and the use of taglines help connect
the definition of what we have to offer in Atascadero with our target audience s. Taglines
provide a clear message of what our brand is about as well as the experience. They
elicit emotion or action and paint a picture of our personality. In our branding workshop,
we identified the 5 Senses that define our brand’s vision and the tagline is an extension
to reinforce this vision. Following is a summary of the 5 Senses for Atascadero:
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DATE: 10/13/15
The taglines were presented on August 11th and in our Special Meeting on September
25th, we used one for reference being “Simply Genuine.” There are seven taglines that
we can use for the logo based on the creative and the audience being targeted. Most
taglines will be used in our primary market area defined as northern Santa Barbara and
San Luis Obispo Counties. The logo with “California” at the bottom will be used to
market out of our area. The seven different taglines are as follows: California as it used
to be; Genuinely crafted; Memories made here; Live. Laugh. Linger.; Crafted in rich
history and down-home hospitality; Rich in History & Genuine Hospitality, and Simply
Genuine. Taglines are interchangeable based on the advertising message. It’s not
necessary to have to choose one tagline or use a tagline.
Marketing Plan: The Draft Marketing Plan for the City was also reviewed in detail at
the September 25th meeting. The City’s Marketing Plan is designed to promote the
City’s businesses, assets and events that appeal to local and County residents as well
as encourage visitors who are already here to stay, spend and enjoy. The objectives of
this Plan outline an event portfolio and action plan, establish an ongoing promotional
and advertising campaign, focus on outreach to our business community with emphasis
on shopping local, and measures performance in order to make adjustments where
necessary based on results. The Marketing Plan integrates and complements the
information from the Atascadero Tourism & Promotion Game Plan by the Corag gio
Group and the Atascadero Tourism (ATBID) Marketing Plan by Verdin Marketing.
At the September 25th meeting, Council made several recommendations on the
marketing program. The following did not require changes to the Marketing Plan, but
instead will be developed as part of the program:
ITEM NUMBER: C-1
DATE: 10/13/15
Destination Asset Inventory – A detailed list of City and other local venues,
locations and assets will be developed by staff as part of the Destination
Asset Inventory in order to facilitate attracting special events. The inventory
will include details such as capacity, costs, parking, amenities and other
information needed by parties interested in holding events.
Local Food Strategy – As part of the overall Marketing Plan to promote City
businesses, staff will implement a marketing strategy to inform people of the
great food options in town.
True Cost Event Accounting – As part of the performance measures and to
evaluate the effectiveness of the dollars spent, staff will be tracking the true
cost of each event including all materials, supplies, venue costs, and staff
time. The relative success and cost of each event will then be evaluated for
effectiveness.
Events - Council asked for a defined criteria on the Sponsorship Events and
more refined definition of Tier 1, 2 & 3 Events. Staff is working on specific
criteria to evaluate City sponsorship of events , both those that have
historically been put on by the City, and those where the City partners with an
outside agency or group to assist with an event. Staff is revie wing successful
programs in other cities and areas and will be bringing a written policy and
forms to the Council at a future meeting for approval.
Conclusion: At their May 15, 2015 Tourism & Promotion Game Plan Workshop,
Council stated that two of the indicators of success in 2015 for their Tourism &
Promotion Game Plan would be (1) A Completed Marketing Plan and (2) A Completed
Brand Plan. Since that May 2015 meeting, a significant amount of work and community
input has gone into developing both a Marketing Plan and Brand Plan that meets the
Council’s ten-year vision. Adoption of the logo, color palette, tagline and Marketing Plan
will continue to move the City forward on implementation of the Tourism & Promotion
Game Plan.
FISCAL IMPACT: None
ATTACHMENTS:
1. Draft Visit Atascadero Logo
2. Draft Visit Atascadero Color Palette
3. City’s Marketing Plan Draft 2015-16
4. Atascadero Tourism & Promotion Game Plan
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DATE: 10/13/15
ATTACHMENT: 1
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City of Atascadero
2015-16 Draft Marketing Plan
Executive Summary
The City of Atascadero Marketing Plan is designed to promote the City’s assets and events that appeal
to local and County residents as well as encourage visitors who are already here to stay, spend and
enjoy. The Plan is designed with a focus on local businesses to attract and promote shopping local.
Growth in retail and restaurant sales will help attract more business to the area, which would then
foster economic growth. This Marketing Plan integrates and complements the information from the
Atascadero Tourism & Promotion Game Plan by the Coraggio Group and the Atascadero Tourism
(ATBID) Marketing Plan by Verdin Marketing.
The City’s assets are defined as the Downtown core with historic City Hall, Galaxy Theater, Charles
Paddock Zoo, Faces of Freedom Veterans Memorial, Atascadero Lake Park, Pavilion on the Lake , A-
Town Skate Park and Chalk Mountain Golf Course.
Target Audience
Visitors, Local residents, SLO County residents
Geographic Markets
In Market: Local & County Residents
Outer Market:
o Primary Market: Central Valley, Northern Santa Barbara County &
Salinas/ Monterey County
o Secondary Market: Reflects County tourism efforts to reach South Bay/
Bay Area & Ventura/ LA/ OC markets.
Behavioral Target
Market to the local and County residents across all ages, families, active retirees,
children
Follows Atascadero ATBID Marketing Plan “Personas” defined by Trip Advisor that
present the most opportunity for travel in 2015 for Visitors coming from outside of our
area:
o Millennials with no children from 28-35 years old.
o Families aged 25-54 with more than one school aged child.
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o Retirees and Baby Boomers over 55, either couples or social groups often “inter-
generationally” traveling with extended family (but often paying for family
members).
o Childless couples from 30-54 years old.
o “Bleisure” travelers who combine work travel with extra days with family or
friends at a destination.
o Key event travelers
While most Destination Marketing Organizations (DMOs) want to target millennial
travelers, research continues to show that 40-60 year olds still travel the most and
have the most discretionary income. However, future travelers will come from the
Millennial age groups and they still 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
7 out of 10 Millennials report they have FOMO (Fear of Missing Out!)
o Secondary Research – California Tourism Trends – California travel is at an all-
time high due to road trips being more popular. (Please refer to the ATBID
Marketing Plan)
Food & wine enthusiasts
Outdoor enthusiasts
Unique Selling Proposition
We have previously defined Atascadero in both the Coraggio Group Ten Year Vision and in the Verdin
Marketing Creative Brief as follows:
Atascadero is a beautiful and authentic city of outdoor recreation, culinary adventures, and welcoming
hospitality. It’s a safe place where the arts and history thrive, and the diversity of experience, generosity
of spirit, and small-town ambiance are here to be enjoyed by visitors and residents alike. – by City
Council at 8/31/14 Strategic Planning Session with Coraggio Group
Atascadero is California as it used to be. With classic roots, Atascadero is a traditional American town
that offers authentic experiences with a blend of affordability and access to family friendly activities. –
by Verdin Marketing
In Summary, Atascadero’s Unique Selling Proposition (USP):
Atascadero is a classic American, family friendly town offering something for the whole family to
enjoy from community events to historic attractions, a Veteran’s memorial, A-Town Skate Park and
the Charles Paddock Zoo. Atascadero is known for warm summer evenings where locals can enjoy
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ATTACHMENT: 3
coming together for picnicking, playing horseshoes, walking around the Lake, hiking, golfing, biking
and horseback riding.
Downtown Atascadero offers a growing craft brewery and specialty spirits scene, along with fabulous
food from surrounding restaurants. Take a stroll through the beautiful Sunken Gardens which is
home to the historic City Hall that is surrounded by angel fountains that complement the
architectural era of the structure. Nearby your walk will take you to the newest movie theater in the
County, the Galaxy Theater.
Marketing Strategy
Goals
1. Keep the City’s businesses and assets top-of-mind through an ongoing advertising plan that spans
the year to local and County residents and visitors to our area.
2. Establish new events and grow existing events that appeal to local and County residents as well as
attract visitors.
3. Continually measure the success of the Marketing Plan through website growth, Sales Tax, TOT
revenues and increase of social media followers.
Objectives
Objective #1: Establish a top-of-mind advertising campaign and a promotional plan that spans
the year highlighting the City’s businesses and assets of things to do and see while in
Atascadero that appeal to local and County residents, as well as visitors while they are in our
market.
Promotion Plan
Annual and on-going promotion of the City of Atascadero Businesses & Assets. Assets are defined as: Charles
Paddock Zoo, Chalk Mountain Golf Course, Faces of Freedom, City Hall, Downtown, Galaxy Theater, A-town
Skate Park, Pavilion on the Lake, Atascadero Lake Park. Themed promotions would apply to some of the
tactics to promote local businesses and shopping local.
Promotion Tactics
Broadcast TV Combo with KSBY/ KCOY ~ tailored to promote Key Events and to stay top of mind in
the County with City assets and promoting our local businesses.
Outdoor Advertising -
o Outdoor advertising captures people as they are outside the home and on–the-go in public
places. It provides reach and exposure to travelers coming into our market to be top -of-mind
with things to do as well as while they are in our market as a reminder to what we have to offer
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 3
Billboards in feeder markets: King City/ Salinas Corridor and/ or Santa Maria Corridor
& consider Transit billboards inside Hearst Castle Busses and SLO County airport that
markets to tourism as well as local residents.
Update panels of six Atascadero billboards – keeps our City’s assets top-of-mind while
travelers are in our market and to local/County residents as a reminder of things to do.
Digital Media
Focus on growing website traffic across VisitAtascadero.com and Atascadero.org reaching consumers
living in San Luis Obispo County as well as looking to plan a trip to San Luis Obispo County. Integrate
with the Atascadero ATBID Marketing Plan that includes digital and social media.
o SEM & RETARGETING Contextual/Search/Site (4 months) ~
Zip Code Targeted: SLO County, Northern Santa Barbara County & South Monterey
County; SEM to be used as asset (Zoo) and event targeted.
Keywords can include City businesses and assets including the microbrew & specialty
drinks scene plus coastal, culinary and historical to encourage visits to Atascadero so
visitors stay and spend.
Reputation Management provides an email database from SEM that can be used for
newsletters and marketing efforts.
o E-Marketing 100,000 emails (6 email drops)
Targets desired audience and geography depending on the event or promotion. For
instance, if we only want Cal Poly for Brew at the Zoo, we can send out that promotion to
specific zip codes. If we want to promote Buy Local, we can e-blast to defined recipient
that is a local resident, between ages of 25-40 and likes to golf, etc.
o Sponsored Content – Specific opportunity to tell our story and showcase our businesses, the
Zoo, City Hall, and the Downtown. Complements retargeting efforts with content targeting.
Social Media
o Work on introducing Twitter, Foursquare & Google+ to City’s Social Media platform to assist in
getting the word out.
o Continually post with event information on City’s Facebook page.
o Establish a Social Media Calendar.
Print
o Magazines – Focus on Assets with magazines that have solid reach and in-market focus like
Access’s Quarterly Visitors Guide and work on sharing advertising expenses with ATBID on
magazines that have multi-market distribution, like Vintages.
o Newspapers – local & daily newspapers for reach and frequency of community events.
Giveaways – Permission to work with radio stations and other media to provide necessary giveaways
to help promotion efforts (i.e., Radio remote includes 4 family packs of 4 tickets to the Zoo)
Right Angle Inc.: Uncorked and Quick Bites Grape Encounters Radio Show
o Provides focused content to promote events across SLO County (92.5 The KRUSH Wine Radio),
Santa Maria, Bakersfield and Fresno
o Provides exposure across 60 US markets
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ATTACHMENT: 3
Certified Brochure Distribution
o Welcome Centers have a strong presence across the State and provide an excellent outlet to
provide content in the form of personal travel advice and increase the length of stay and spend.
Increased footprint to feeder markets that are traveling our direction. Expanded distribution
includes Monterey Bay Welcome Center, San Jose Airport and Santa Barbara Airport added to
existing SLO County area hotels and Pismo Beach, Oxnard and Merced Welcome Centers.
Objective #2: Special Event Sponsorship Program to assist our growth efforts to attract events
to Atascadero.
o Atascadero would be an option for current events, traveling shows, and as a location to expand
existing events. Special Event examples:
Attract from other areas (i.e., Quilt Show)
Expand events held across the County to add our City (i.e., Festival Mosaic)
Attract traveling shows (i.e., Cheerleading competitions, Cactus show)
o Implement Special Event Criteria.
o Establish consistent Sponsorship criteria where possible, especially with our media partners.
Objective #3: Develop and implement Event portfolio to grow and expand existing events and
establish new events based on market trends and interest.
Following recaps how our events are classified:
Tier1: Large Signature Events (1-2 night stay)
Tier 2: Signature Event (overnight stay)
Tier 3: Single Day Event
Event Plan
Tier 1 Events: Large Signature Events (1-2 Night Hotel Stay) - Identify existing trademark events
that have the potential and interest to expand to a longer weekend stay for visitors and that encourage
local and County residents to participate. Work with ATBID on Event ideas.
o Hot El Camino Cruise Nite & Car Show Weekend – introduce “Dancing in the Streets” to
promote a grand event on Saturday night that people will stay to enjoy. Coordinate with Main
Street Association and Mid State Cruizers Car Club.
o SAVOR Adventure Tour & Main Event – New and engaging event in store from the Bristol
Cider Adventure Tour to an interactive booth at the Main Event to highlight local culinary
offerings unique to our city - cider, microbreweries, lavender, local restaurants, etc.
o Atascadero Lakeside Wine Festival – promoting the evening wine tasting event combined
with Sunday “Fun-Day” activities at the individual wineries to encourage festival attendees to
visit local wineries the day after the wine festival and extend their stay.
Tier 2 Events: Signature Events -Expand existing events and introduce new events to offer more
activities that increases interest and participation both locally and across the County.
o Colony Days – working with committee to add “Tent City After Dark” event which will
highlight local brewery scene & add dancing to extend celebration of Colony Days.
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o Winter Wonderland – New for the City this year, this family event was created and
established by our Main Street Assn., and we are working to continue an event enjoyed by
families both locally and across the County with over 15,000 in attendance.
o Holiday Lighting – grow from a lighting of the Sunken Gardens trees and expand it to a
hospitality night type of event with merchants offering hot cider and sweets to encourage local
residents to start your shopping early.
Tier 3 Events: Single Day Events - consider events that have an established trend in other markets
and make sense to introduce to our market. Idea is to encourage growth to an overnight stay.
o Brew at the Zoo Event – Spring 2016, April 30th
o Food Truck Event – One day trial event in the fall with a plan to be weekly in the summer
“Food Mania Mondays” or “Food Truck Fridays”
o Taste of Home – Cooking Evening, local eats, features local celebrity chefs
o Trading Day or Flea Market
o Art in the Park
o Tamale Festival
Community “Locals Favorite” Events – Typically promoted through PR Tactics with press releases,
mailings, flyer distribution and targeted print, radio and online advertising. Defined as follows:
o Seasonal Events
Tuesday’s BBQ in the Park; Movies in the Gardens; Summer Concert series at
the Atascadero Lake Bandstand mid June through August.
o One-time Events:
60th Anniversary Celebration of the Zoo
Lighting Up of Historic City Hall
Event Tactics
Work on ongoing Public Relations Plan per event.
Promote event with assistance of sponsorship revenue. Potential revenue not reflected in
the event expenses.
Advertise in Traditional media (print, radio & TV) and digital based on the type of event
(i.e., If Brew at the Zoo – Cal Poly’s Mustang Daily News and Radio promo with 92.5 the
KRUSH Combo) Event expense includes advertising.
Objective #4: Outreach to merchants, Atascadero Chamber of Commerce, Atascadero Main
Street to work together on promotions that focus on shopping local.
Restaurant Promotions
o Themed promotions - Restaurant Month, Greyhound Month, Health Month, etc.
Local Retail ~ Shop Local Focus
o Buy Local Promotions - Frequent Visitor Card, Passport Weekends, etc.
Business Focused Events – Designed to drive traffic to Atascadero
o Event ideas: Food Truck event, Art in the Park, Date Night, Farmers Market (move to a different
location ~ Atascadero Lake Park or Sunken Gardens), Taco Day on Traffic Way, etc.
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Objective #5: Establish measurement metrics for promotions, events and a combination of the
two that gauge the success of our promotions.
Websites - Utilize information from our current website traffic on www.visitatascadero.com,
www.atascadero.org and www.charlespaddockzoo.org as a benchmark to gauge success with our
Marketing Plan to see growth in traffic with page views, unique visitors and bounce rate;
Zoo - Utilize the Zoo’s zip code information to understand where people are visiting from and use
attendance figures to gauge success with a consistent marketing effort to grow Zoo attendance. (i.e., in
August, 3,400 visitors were in County and 2,000 were out of the area).
Transient Occupancy Tax (TOT) to gauge increase in hotel stays year over year. This will be off until
Springhill Suites Marriott come upon its one year anniversary in June/ July.
Sales Tax to gauge increase across different business categories. Specific categories: Restaurants &
Retail Categories contingent upon authorization to release.
Colony Park Community Center Increase in participation of sign ups to the variety of activities
Pavilion on the Lake – growth in weddings and events and website traffic.
Community feedback with the Chamber’s Business Walk, Main Street Association, Traffic Way
Business Group Meetings. Increase in visitor activity with Chamber insight and travel brochure
activity.
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 3
City of Atascadero Marketing Plan 2015-16
Budget Details – DRAFT (July 1-June 30, 2016)
Event Budget Details
Includes minimal level of advertising based on event needs. Advertising includes traditional media with print
and radio as well as digital and social media. Event budget does not include sponsors that offset expenses.
Charles Paddock Zoo:
o One time: 60th Anniversary $ 1,500
o Brew at the Zoo – Spring 2016 (Date TBD) $10,000
SAVOR $10,000
Winter Wonderland Event - December 11th $20,000
Food Truck Event (Annual) $10,000
Hot El Camino Cruise Saturday Evening Event $10,000
Taste of Home - Cooking Event $10,000
Miscellaneous Event Ideas (Trading Days; Art in the Park) $10,000
Reactive Event Costs (i.e., Antique Show) $10,000
Total Event Costs $91,500
Promotion Budget Details
Broadcast TV (KSBY/ KCOY) $15,000
(Promotes Shop Local/ City assets/ events/ seasonal/ includes online - 6 months)
Digital Media $10,500
Outdoor Advertising $26,000
Print/ Newspapers & Magazines (Vintages, Visitors Guide) $ 6,000
Certified Brochure Distribution & Printing $12,000
Right Angle Inc.: Uncorked and Quick Bites Grape Encounters Radio Show $16,500
VERDIN COSTS - branding + graphics fees $17,500
CITY HALL TOURS – Staff for Saturday $ 5,000
Total Promotions Costs $108,500
TOTAL Event & Promotions Estimate: $200,000
*Amount does not consider offset of sponsorship dollars, ticket revenues, etc.
Atascadero Tourism & Promotion Game Plan
May 2015 Workshop
Coraggio Group
2240 N. Interstate Ave. Suite #300
Portland, OR 97227
Office 503.493.1452
coraggiogroup.com
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Atascadero Tourism & Promotion Game Plan Workshop 2
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Atascadero Tourism & Promotion Game Plan Workshop 3
1 | INTRODUCTION ............................................................................................................................ 4
2 | GOALS FOR THE DAY ................................................................................................................... 5
3 | VISIONING WORKSHOP RECAP ....................................................................................................... 6
4 | TOOLS & TARGET MATRIX .............................................................................................................. 7
5 | STORY OF CHANGE ..................................................................................................................... 8
6 | DECISION CRITERIA FOR EVENTS AND OTHER BUDGET REQUESTS ......................................................... 9
7 | COMMUNICATIONS AND ACCOUNTABILITY PLAN ............................................................................... 10
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 4
Atascadero Tourism & Promotion Game Plan Workshop 4
1 | Introduction
Following up on the August 2014 Tourism & Promotion workshop, the Atascadero City Council once again came
together for a workshop around tourism and promotion for the city. Where the first workshop considered the high-
level vision for how Atascadero can promote itself to residents and visitors alike, this half-day workshop on May you
go 15, 2015 focused on making that vision actionable. With the addition of a new Deputy City Manager for whom
tourism and promotion is a key role, and with the recent change of marketing firm for the TBID, this was a
particularly important time for the City Council to align on what next steps it would like to see around tourism and
promotion.
Intended outcomes of the workshop included:
1. Define tourism budget categories
2. Set decision criteria for tourism ROI
3. Craft the framework of where we want to go
4. Create a working timeline for action
5. Clarify and align on roles and responsibilities
Participants at the workshop included Mayor Tom O’Malley, Mayor Pro Tem Heather Moreno, Council Member
Roberta Fonzi, Council Member Bob Kelley, Council Member Brian Sturtevant, City Manager Rachelle Rickard,
Deputy City Manager Marcia Torgerson, Deputy City Manager Terrie Banish, Administrative Services Director Jeri
Rangel, Public Works Director Nick DeBar, Fire Chief Kurt Stone, and Police Chief Jerel Haley. There were also
many members of the public in attendance, including representatives from the Chamber of Commerce, the
Atascadero TBID, Big Red, and Verdin Marketing.
The documentation that follows is a summary of what was discussed at the workshop, reflecting primarily what the
facilitators captured on flip charts and what the participants themselves wrote. At the bottom of each page, we have
inserted a box that describes implications for Atascadero – this represents insights and advice based on our
experience, and should be taken as input to the City Council as it considers action on all of these topics.
—Coraggio Group
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 4
Atascadero Tourism & Promotion Game Plan Workshop 5
2 | Goals For The Day
The workshop team drafted its list of goals for the day based on what was accomplished at the Atascadero Ten-
Year Visioning Workshop on August 29, 2014. The group was very clear and aligned that they wanted to achieve
the following by the end of the workshop:
1. Define tourism budget categories
2. Set decision criteria for tourism ROI
3. Craft the framework of where we want to go
4. Create a working timeline for action
5. Clarify and align on roles and responsibilities
How did we do?
At the end of the meeting the group was asked if they
thought they had achieved the goals set at the beginning of
the day.
Using the two frameworks from the day – The Story of
Change and Organization Goal/Audience/Tool Matrix – the
group determined that each of the five goals were
achieved.
It was also understood that a significant amount of work
remains, but with results of this session, the earlier work
session, and new dedicated resources there is now a plan
of action, momentum and a means to a successful
outcome.
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 4
Atascadero Tourism & Promotion Game Plan Workshop 6
3 | Visioning Workshop Recap
Using the Visioning Workshop Report as a guide, the City Council led off the discussion by highlighting the big take-
aways from the August 2014 session that would best inform the work for the session. The three noted areas from
the report were:
1. Atascadero Ten-Year Vision
Atascadero is a beautiful and authentic city of outdoor recreation, culinary adventures, and
welcoming hospitality. It’s a safe place where the arts & history thrive, and the diversity of
experience, generosity of spirit, and small-town ambiance are here to be enjoyed by visitors
and residents alike.
2. Tourism D ecision Criteria
ü Must have direct accountability & responsibility
ü Must be a decision for which we are willing to assign resources
ü Must support our long-term vision for Atascadero (ROA or cost-benefit analysis)
ü Must have community buy-in
ü Must not simply be “grandfathered” in; must be evaluated afresh
3. Action Framework & Priorities
Enhance connectivity
and communication
Develop centralized
coordination of tourism and
promotion activities
Prioritize investment in our
“place”
Identify and integrate
with our partnership
base
Create the responsible &
accountable leadership manage
the experience of Atascadero
Develop ways to incentivize
business development
downtown
Develop a PR plan and
activities
Benchmark & measure success Revisit aesthetics/code
enforcement
Set brand standards & develop
brand management
Identify supporting infrastructure
for tourism & promotions
Identify funding mechanisms
Additionally, the group discussion included the identification of the number of accomplishments completed and/or
underway in response to the priority actions outlined last August, primary being a spirit of action, the hiring of Terrie
Banish, improved signage on El Camino Real and the development of a better-aligned TBID game plan.
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 4
Atascadero Tourism & Promotion Game Plan Workshop 7
4 | Tools & Target Matrix
Coraggio led the City Council through a discussion about the different “players” in the tourism and promotion
space, and how the City of Atascadero’s efforts relate within that larger universe. We looked at what the goals are
for each organization, who their target audience is, and what tools they use to reach that audience. The results of
this discussion are represented below:
ORGANIZATION
CITY OF ATASCADERO
TBID OF ATASCADERO
ATASCADERO
CHAMBER OF COMMERCE
MAIN STREET ASSOCIATION
SLO COUNTY TBID
VISIT CALIFORNIA
GOALS
- STAY
- SPEND
- ENJOY
- COME
- SLEEP
- SPEND
- ENHANCE
- SPEND
- COMMUNITY
- ENHANCE
- SPEND
- COMMUNITY
- COME
- SLEEP
- SPEND
- EXPOSE
- AWARE
- ATTRACT
TARGET
AUDIENCE
- LOCAL
- COUNTY
- OUTSIDE COUNTY
- SERVICE LOCALS
- MEMBERS
- POTENTIAL
MEMBERS
- COMMUNITY
- MEMBERS
- POTENTIAL
MEMBERS
- COMMUNITY
- OUTSIDE COUNTY
- WORLD
TOOLS
lorem
ipsum
lorem
Ipsum
lorem
$100 MILLION
BUDGET
! WEBSITE
! PR
! ADVERTISING
! PROMOTIONS
! EVENTS
! SOCIAL MEDIA
! CONTENT
Outside Agency TBD
Verdin Big Red
*
* These are the common tools used by these organizations and may or may not be dedicated resources to that organization
Implications for Atascadero
With the addition of Terrie to the team, the willingness of Big Red to act as a connector to the TBID, and with
the team at Verdin coming into their role with the TBID, this is a particularly good time for Atascadero to build
bridges for collaboration. The City should leverage this opportunity for a “fresh start” to the greatest extent
possible, ensuring the greatest efficiency and impact for the Tourism & Promotion budget. The City should also
remain mindful of the part they play in the bigger whole, and wary of causing any brand confusion.
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 4
Atascadero Tourism & Promotion Game Plan Workshop 8
5 | Story Of Change
Next, the City Council went through an exercise to imagine what the “story of change” is for the next three years.
Within this timeline, they looked at what the annual message is (how they will talk about the changes), what should
be accomplished each year, and how we will measure success
What is our theme for
change? How will all
stakeholders easily
understand what we
must do?
What will we focus on?
How will we know when
we’re making progress?
TIMELINE'TIMELINE'
TIMELINE'TIMELINE'
Message:
REINFORCE
Message:
CLARITY
Success Indicators:
• Completed Marketing Plan
• Completed Brand Plan
• Completed Infrastructure
Plan
Success Indicators:
• Increase in TOT
• Sales tax increase in targeted
categories above normal growth
Success Indicators:
• Continued increase in TOT
• Continued sales tax
growth
Message:
ACTION
“We’re building momentum.”
Strategic Priorities:
• Evaluation success to date and
refresh strategic priorities
• Refine and strengthen
marketing and brand plans
• Evaluate and revise
infrastructure plans
2016'2017'
Strategic Priorities:
• Implement marketing plan
• Implement brand plan
• Prioritize infrastructure upgrades
to support T&P
• Deploy targeted long-term
business development incentives
to meet our vision
• Upgrade aesthetics and signage
• Develop simple and flexible
zoning and code updates
Strategic Priorities:
• Consistent, current and
centralized source of information
• Develop and integrated
marketing plan – ECC
• Set brand standards & develop
brand management – DCC
• Identify & prioritize people &
processes to support tourism and
promotion
• Initial business development
incentives
• Maintain progress on aesthetics/
signage Wins 2015'
2016'2017'2015'
“Build the foundation.” “Building on success.”
Implications for Atascadero
Using the framework we were able to document The Story of Change, Strategic Priorities and Success Factors
in a simple and easy to communicate way. With this clarity and guidance, the requirement is now the diligent
work of building out the specific plan of action for each strategic priority, identifying the tactics, responsibilities,
resource requirements and timing.
To maintain momentum and best ensure success, it will be imperative to create this next level of detail so each
objective can be evaluated, discussed, decided on and implemented in the most thoughtful, consistent and
timely way.
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 4
Atascadero Tourism & Promotion Game Plan Workshop 9
6 | Decision Criteria for Events and Other Budget Requests
In order to assist in long-term decision-making and streamline the decision process, the City Council discussed
what qualities they might look for in proposals for events, and how they might sort them into “tiers” that would assist
in allocating sponsorship dollars. We discussed that some events may start at a tier 2 or 3, and migrate up over
time. We used some current events as examples that helped us define the classifications, as illustrated below:
Implications for Atascadero
Defining Decision Criteria is the easy part; actively using them is more difficult—especially when requests come
from long-time events, or from sponsors who are close friends. At the same time, having Decision Criteria is
liberating, allowing the City Council to refer to a rational decision-making process, rather than a subjective one. We
recommend that City staff develop an “application form” for Tourism & Promotion event support, and that the City
Council, in its deliberations, review those forms on a scheduled basis.
Examples
• Comprehensive Plan
• Large Signature Event
• Draws people from outside County
• Multi-day (3+)
• Significant ROI
• Supports Vision of Atascadero
• 5000+ people (target TBD)
Tier
1
• Comprehensive Plan
• Signature Event
• Draws people from outside City
• Multi-day (2)
• ROI and Positive Give/Get
• Supports Vision of Atascadero
• 500-4500 people (target TBD)
Tier
2
• Comprehensive Plan
• Single day (or portion of)
• ROI and Positive Give/Get
• Supports Vision of Atascadero
• 250-500 people (target TBD)
Tier
3
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 4
Atascadero Tourism & Promotion Game Plan Workshop 10
7 | Communications & Accountability Plan
Having a plan and sticking to it are two very different things. In order to ensure accountability and to facilitate the
high level of collaboration that is necessary, the Council agreed on a schedule whereby they would receive in-depth
updates four times a year that would include progress reports against the measures of success indicated in our
“Story of Change”. Additionally, it was decided that City staff should be meeting regularly with the other local
collaborators, and may serve as the “convener” of this regular bi-weekly meeting.
Quarterly Updates to the City Council:
• Staff
• TBID
• Marketing
Bi-Weekly Updates Among Collaborators:
• Staff
• Big Red/TBID
• Verdin
• Chamber of Commerce
Implications for Atascadero
It will be critical for these update meetings to be calendared and begun immediately, and that they remain on a
regular schedule. Too many great plans fail because leadership didn’t have a commitment to maintaining
momentum for the process. This doesn’t mean the City Council needs to do all the work – on the contrary, most of
the work is for others to do. But the City Council does need to stay “nose in; hands off”, monitor progress, and
clear barriers when and if they arise. If they don’t get regular reporting, they won’t be able to help.
Likewise, the collaborators will all gain much from more frequent collaboration. These meetings, too, should be
begun immediately. A standing agenda will keep them on-task and efficient.
ITEM NUMBER: C-1
DATE: 10/13/15
ATTACHMENT: 4