HomeMy WebLinkAboutTBID_2015-12-15_Agenda Packet
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Tuesday, December 15, 2015 at 2:00 P.M.
Atascadero City Hall - 6500 Palma Avenue, 4th Floor
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Tom O’Malley, Portola Inn
Vice-Chairperson Amar Sohi, Holiday Inn Express and Suites
Board Member Deana Alexander, The Carlton Hotel
Board Member Jiten Patel, Best Western Plus Colony Inn
APPROVAL OF AGENDA:
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to
address the Board on any matter not on this agenda and over which the Board has
jurisdiction. Speakers are limited to three minutes. Please state your n ame for the
record before making your presentation. The Board may take action to direct the staff
to place a matter of business on a future agenda. A maximum of 30 minutes will be
allowed for Public Comment, unless changed by the Board.
A. CONSENT CALENDAR
1. TBID Nomination Special Meeting Minutes – November 17, 2015
Action: Board approve the Draft Action Minutes of November 17, 2015. [City
Manager’s Office]
2. Advisory Board Draft Action Minutes – November 17, 2015
Action: Board approve the Draft Action Minutes of November 17, 2015. [City
Manager’s Office]
B. BUSINESS ITEMS
1. Community Event Opportunity: Atascadero Cider Festival – Presentation
from Solterra Strategies
Recommendation: To pursue three-year support of the Atascadero Cider
Festival.
Fiscal Impact (GL 2903): $14,500 in current fiscal year. $35,000 over 3
years.
2. Community Event Opportunity: Cow Parade – Presentation from Tom Halen
Recommendation: To pursue participation in the Cow Parade.
Fiscal Impact (GL 2903): $3,500 – $20,000.
3. Update on Visit Atascadero Website Progress – Report from Amanda
Diefenderfer
Recommendation: Identify date for holding initial intake session.
Fiscal Impact (GL 2501): Already approved in past meeting.
4. TOT Revenue Tax return review of Quarterly vs. Monthly – Presentation
from Terrie Banish
Recommendation: Continue to collect TOT on a quarterly basis as defined
in the municipal code.
Fiscal Impact: None.
C. UPDATES
1. Visit SLO County TMD – JP Patel
2. Mid-Term ATBID Board Opening – Terrie Banish
3. Deputy City Manager Update – Terrie Banish
a. Restaurant Month – Participating Atascadero restaurants include:
i. Fig Good Food
ii. Guest House Grill
iii. Union & Vine
b. SEO Keyword Update for www.VisitAtascadero.com
c. SEM Started December 1st – Results in January
d. City Hall Tours: Saturday hours
i. 1 – 4 p.m. through December 19th
ii. 2016: Spring Break (March 19 – April 2) and every Saturday
Memorial Day through Labor Day weekends
4. Budget Report – Amanda Diefenderfer
5. Marketing Update – Verdin Marketing
a. Verdin Marketing Monthly Report
D. BOARD MEMBER COMMENTS
E. ADJOURNMENT
Atascadero Tourism Business Improvement District (ATBID)
WELCOME TO THE ATBID MEETING
The ATBID Advisory Board meets in regular session on the third Tuesday of each month at 2:00 p.m.
Board meetings will be held at the Atascadero City Hall, 6500 Palma Avenue, Atascadero. Matters are
considered by the Advisory Board in the order of the printed Agenda.
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 Atascadero City Hall, 6500 Palma Avenue, Atascadero, and on our website,
www.atascadero.org. All documents submitted by the public during Advisory Board meetings that are
either read into the 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 the Agenda item, “PUBLIC COMMENT”, the Chairperson will call for anyone from the audience
wishing to speak concerning any item not on the Agenda 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 Chairperson and Advisory Board.
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 Advisory Board’s attention. A maximum
of 30 minutes will be allowed for PUBLIC COMMENT (unless changed by the Advisory Board). If you wish
to use a computer presentation to support your comments, you m ust 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 before the meeting begins to announce your presence and turn in
your 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 Chairperson will identify the
subject, staff will give their report, and the Advisory Board will ask questions of staff. The Chairperson will
announce when the public comment period is open and will request anyone interested to address the
Advisory Board 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 Chairperson
2. Give your name (not required)
3. Make your statement
4. All comments should be made to the Chairperson and Advisory Board
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 Chairperson will announce when the public comment period is closed, and thereafter, no further
public comments will be heard by the Advisory Board.
ITEM NUMBER: A-1
DATE: 12/15/15
Nomination Meeting for Atascadero TBID
November 17, 2015
Page 1 of 2
SPECIAL MEETING
ADVISORY BOARD FOR THE
ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT1
Tuesday, November 17, 2015
1:30 p.m.
City of Atascadero City Hall
6500 Palma Ave., 4th Floor
Atascadero, California
NOMINATION MEETING
MINUTES
Chairperson O’Malley called the meeting to order at 1:38 pm.
ROLL CALL:
Present: Chairperson O’Malley, Vice Chairperson Sohi, Board Members Patel and
Alexander
Absent: None
Staff Present: Destination Manager Amanda Diefenderfer, Deputy City Manager/ City
Clerk Marcia McClure Torgerson, and Deputy City Manager Promotions,
Terrie Banish
NOMINATION MEETING:
Nominations were accepted for the current vacancy on the Atascadero ATBID Advisory Board.
All lodging owners/representatives in attendance at this meeting voted by secret ballot for one
candidate. The name of the nominee receiving the most votes will be taken as a
recommendation of lodging owners to the City Council at a future meeting.
1 On April 23rd, 2013, the Atascadero City Council Adopted Ordinance No. 568, adding Chapter 16 to Title 3 of the
Atascadero Municipal Code, Establishing the Atascadero Tourism Business Improvement District.
ITEM NUMBER: A-1
DATE: 12/15/15
Nomination Meeting for Atascadero TBID
November 17, 2015
Page 2 of 2
The following lodging owners/representatives were nominated: Jackie Dawson (Marriott
Springhill Suites), Annie Weyrich (Carlton), and Jessica Sohi (Holiday Inn Express). The four
attendees eligible to vote did so, and Jackie Dawson received the most votes. This nomination
will be brought to the City Council as soon as a letter is received from Marriott’s lodging owner
designating for Jackie Dawson as a representative of Marriott.
A. ADJOURNMENT:
Chairperson O’Malley adjourned the meeting at 1:52 p.m.
MINUTES PREPARED BY:
Terrie Banish, Deputy City Manager –
Promotions, Outreach, Events
ITEM NUMBER: A-2
DATE: 12/15/15
Atascadero TBID
November 17, 2015
Page 1 of 5
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT MINUTES
Tuesday, November 17, 2015 at 2:00 P.M.
Atascadero City Hall - 6500 Palma Avenue, 4th Floor
Atascadero, California
CALL TO ORDER:
Chairperson called the meeting to order at 2:03 p.m.
ROLL CALL:
Present: Chairperson O’Malley, Vice Chairperson Sohi, Board Members Alexander
and Patel
Absent: None
Staff Present: Destination Manager Amanda Diefenderfer, Marketing Consultant
Stephanie Goodwin and Deputy City Manager/ Outreach, Promotions,
Events Terrie Banish.
APPROVAL OF AGENDA:
Verdin announced they will excuse themselves for Item B5.
MOTION: By Vice Chairperson Sohi and seconded by Chairperson Alexander
to approve the agenda.
Motion passed 4:0 by a roll call vote.
ITEM NUMBER: A-2
DATE: 12/15/15
Atascadero TBID
November 17, 2015
Page 2 of 5
A. CONSENT CALENDAR:
1. Advisory Board Draft Action Minutes – October 20, 2015
Action: Board approve the Draft Action Minutes of October 20, 2015. [City
Manager’s Office]
MOTION: By Chairperson O’Malley and seconded by Chairperson Patel to
approve the Consent Calendar.
Motion passed 4:0 by a roll call vote.
B. BUSINESS ITEMS
1. Advertising Opportunity: SF Chronicle in the SLO County Section – Presentation
from Terrie Banish
Recommendation: To pursue placement in the San Francisco Chronicle within
the SLO County Section.
Fiscal Impact: $649 – $6,499.
Staff answered digital questions; confirmed budget allocation under reactive advertising.
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Annie Weyrich and Jessica Sohi.
Chairperson O’Malley closed the PUBLIC COMMENT period.
MOTION: By Vice Chairperson Sohi and seconded by Chairperson Patel to
direct staff to purchase a full page ad with the 300,000 ROS
impressions (prefer mobile impressions) in the SLO County section
of the SF Chronicle.
Motion passed 4:0 by a roll call vote.
2. Advertising Opportunity: Tolosa Press – Presentation from Amanda Diefenderfer
Recommendation: To reserve resources for consideration of other opportunities
that better fit the target audience goals of the TBID.
Fiscal Impact: $0 – $1,999.
PUBLIC COMMENT: None
Chairperson O’Malley closed the PUBLIC COMMENT period.
MOTION: By Chairperson O’Malley and seconded by Chairperson Alexander
to direct staff to reserve resources for consideration of other
opportunities.
Motion passed 4:0 by a roll call vote.
3. Purchase of Additional Photography Resources – Presentation from Verdin
Marketing
ITEM NUMBER: A-2
DATE: 12/15/15
Atascadero TBID
November 17, 2015
Page 3 of 5
Recommendation: Direct Verdin to pursue securing photography resources
through recommended partner.
Fiscal Impact: Up to $200.
Idea of photo contest discussed and Stephanie Goodwin with Verdin shared that once there is
enough traffic on social media it would make sense to have a photo contest.
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Annie Weyrich, Heather Moreno.
Chairperson O’Malley closed the PUBLIC COMMENT period.
MOTION: By Chairperson O’Malley and seconded by Chairperson Alexander
to direct Verdin to move forward on the purchase of additional
photography up to $500 and to empower the Marketing Committee at
the discretion of Verdin on what is needed for a contest.
Motion passed 4:0 by a roll call vote.
4. Promotional Event Opportunity: 2016 Restaurant Month – Presentation from
Amanda Diefenderfer
Recommendation: Pursue a partnership with Visit SLO County to facilitate
Atascadero restaurant participation in 2016 Restaurant Month
Fiscal Impact: Up to $750.
Discussed that this promotion is minimal for TBID however, hotels do partner with rest aurants.
Destination Manager Diefenderfer presented idea of Restaurant Month where TBID and the City
share in the expense. Visit San Luis Obispo County has approved up to four restaurants, but will
ask to have more if we exceed four.
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Heather Moreno
Chairperson O’Malley closed the PUBLIC COMMENT period.
MOTION: By Chairperson O’Malley and seconded by Vice Chairperson Sohi to
participate in Visit San Luis Obispo County Restaurant monthly up
to $1,000 and the City matches $1,000.
Motion passed 4:0 by a roll call vote.
ITEM NUMBER: A-2
DATE: 12/15/15
Atascadero TBID
November 17, 2015
Page 4 of 5
5. Website RFP: Review of Findings in Informal Website RFP Process – Presentation
by Amanda Diefenderfer
Recommendation: Direct the City to pursue a contract on behalf of the TBID with
the recommended website design and development firm for execution of services
to create a new site at www.VisitAtascadero.com.
Fiscal Impact: Up to $25,000.
Verdin excused from this discussion.
Destination Manager Diefenderfer presented the four RFP’s and concluded to pursue a contract
with mobiManage for the completion of website design/ development as their proposal best met
with the requirements outlined in the RFP and follows positive reviews from the references
provided in their proposal.
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Heather Moreno, Annie Weyrich and
Jessica Sohi.
Chairperson O’Malley closed the PUBLIC COMMENT period.
MOTION: By Chairperson O’Malley and seconded by Chairperson Alexander
to move forward on the recommendation by staff with mobiManage
for up to $27,500 with focus to a travel/ lodging component.
Motion passed 4:0 by a roll call vote.
MOTION: By Chairperson Patel and seconded by Chairperson O’Malley to
elect a review committee with two members from ATBID, IT and staff
to manage the development of the website.
Motion passed 4:0 by a roll call vote.
C. UPDATES
1. Visit SLO County TMD – JP Patel reviewed the TMD focusing on the shoulder month
promotion since they missed the majority of the season with being newly formed.
2. Mid-Term ATBID Board Opening – Amanda Diefenderfer reviewed opening and prior
meeting to nominate Jackie Dawson for the current Board vacancy. The nominee will
need to go before Council once we have the approval from the owner of the property.
3. Deputy City Manager Update – Terrie Banish
a. Marketing Plan Update – Review of Winter Wonderland; SEM/ Retargeting to
start Dec/ January with the City’s marketing budget.
b. Holiday Boutique – Pavilion on the Lake – Sat, Nov 21st from 10 a.m. – 3 p.m.
c. Holiday Lighting Ceremony – Sat, Dec 5th from 6 – 9:30 p.m.
d. Winter Wonderland – Fri, Dec 11th from 5 – 9 p.m.
e. City Hall Tours – New Hours – Wed 12 – 2 p.m., Friday & Sat 1 – 4 p.m.
ITEM NUMBER: A-2
DATE: 12/15/15
Atascadero TBID
November 17, 2015
Page 5 of 5
4. Frequency of ATBID Assessment Payments – discussed at December ATBID meeting.
5. Budget Report – Amanda Diefenderfer reviewed.
6. Promotional Event Support: Garagiste Festival – Verdin Marketing review of contest.
7. Marketing Update – Verdin Marketing
a. Verdin Marketing Monthly Report – reviewed ad campaigns & Oct website stats.
D. BOARD MEMBER COMMENTS: None
E. ADJOURNMENT:
Chairperson O’Malley adjourned the meeting at 4:18 p.m.
MINUTES PREPARED BY:
Terrie Banish, Deputy City Manager –
Promotions, Outreach, Events
CENTRAL COAST
CIDER FESTIVAL 2016
WHO: Cider Producers
WHAT: New Event for Emerging Category
WHEN: 2016
WHERE: Atascadero
HOW: With Your Help
ITEM NUMBER: B-1
DATE: 12/15/15
Cider – An American Tradition on the Rise
• This product is anything but new. Two thousand years
ago, when the Romans invaded what’s now England, they
found locals guzzling it. It thrived in the Dark Ages and the
Middle Ages. The Pilgrims brought it to America. Benjamin
Franklin chugged it, George Washington and Thomas
Jefferson made it, and Abraham Lincoln poured it at the
tavern he owned before becoming president. The rise of
beer at the start of the 20th century overpowered it, and
Prohibition all but snuffed it out.
• Today, decades after that near-death experience, cider is
making a huge comeback. And yes, a billion dollars could
be in range.
• www.FiveThirtyEight.com (Jan. 2015)
ITEM NUMBER: B-1
DATE: 12/15/15
Cider – An Emerging Beverage Category
• Hard cider is officially experiencing a
renaissance here in the states, growing more
than 400 percent since 2010.
• Hard cider is the fastest-growing segment of the beer and
flavored malt beverages landscape, by a mile. Per IRI
data:
• Cider sales zoomed 75.4 percent to $366 million in the
same 12-month period through the end of November 2014.
• In 2011, the Cider category accounted for .2% of the Beer
category, by 2014, it rose to 1%.
ITEM NUMBER: B-1
DATE: 12/15/15
Cider – An Emerging Beverage Category
• More taps in town are ceding to the almighty cider,
but bars aren't just turning to national brands. Instead
they're drinking more from regional craft cideries, many of
whom got their recognition at humble cider festivals that
are thriving and growing with the booming industry.
• The Oregonian, March 11, 2015
• Craft beer, super-premium domestics and imports "have
not reached saturation" and cider has come on strong in
the past 12 months. Drinkers will be influenced by a few
key factors in 2016, including boutique brands and hand-
crafted options.
• Tampa Bay Times, Nov. 11, 2015
ITEM NUMBER: B-1
DATE: 12/15/15
ITEM NUMBER: B-1
DATE: 12/15/15
The Big Idea – Cider Festival
• Create an annual event located in Atascadero to generate
awareness for the hard cider category
• Three-year opportunity – 2016, 2017, 2018
• Incorporate naming rights of “Atascadero” into the brand
• Determine Atascadero Venue
• Sunken Gardens
• Pavilion on the Lake
• Atascadero Lake Park
• Feature 15 + cider vendors from across the Central Coast
• Target 300+ ticketed attendees
• Craft beverage enthusiasts, health & fitness gurus, foodies and
millennial age category
• Anticipate 25-30% attendance growth in 2017 and 2018
ITEM NUMBER: B-1
DATE: 12/15/15
The Big Idea – Cider Festival
• Best Date to Host?
• April 2, 2016 – Kick off the event season
• Late Afternoon/Early Evening
• Another date work better for Atascadero?
• Collaborate with California Cider Association
• Main Event – Saturday, April 2, 2016
• Walk-around cider tasting
• English pig roast
• Live entertainment
• Ticket price - $50-$65 approximately
• Education and Awareness Opportunities
• Cider Masters Dinners – Collaborate with restaurant partners
• Cider Seminars – Collaborate with local businesses
ITEM NUMBER: B-1
DATE: 12/15/15
The Big Idea – Cider Festival
• Marketing
• Three-month marketing plan
• Announce new festival
• Tickets on sale
• Background about hard cider
• Marketing Toolkit
• Logo
• Website – www.CentralCoastCiderFestival.com
• Social Media – Facebook, Twitter, Instagram
• Press Release
• Posters, Rack Cards
• Email Broadcast campaign
ITEM NUMBER: B-1
DATE: 12/15/15
Cider Festival
3 Year Sponsorship Opportunity
• Naming Rights:
• Central Coast Cider Festival “in Atascadero”
• Input on Festival Development
• Logo/Brand
• Venue selection – anchor festival in Atascadero
• Marketing Toolkit
• Website:
• Market preferred lodging partners and drive tourists to
www.visitatascadero.com
• Social Media – leverage and direct traffic towards Visit Atascadero
• Press Release – highlight specific visitor content for Atascadero
• Visit Atascadero logo inclusion – posters, rack cards, email broadcasts
• Tickets
• 20 tickets annually to use in specific Visit Atascadero promotions
ITEM NUMBER: B-1
DATE: 12/15/15
Cider Festival
3 Year Sponsorship Opportunity
• Investment
• $35,000
• 2016 - $14,500
• 2017 - $11,000
• 2018 - $9,500
• Payment is requested each year. If the festival doesn’t
happen, you don’t pay.
• Let’s build a new festival in Atascadero together to
leverage this emerging category and support local
tourism!
ITEM NUMBER: B-1
DATE: 12/15/15
Cider Festival
Local Producers Engaged
• Bristols Cider - Neil Collins
• Tin City Cider - Andrew Jones
ITEM NUMBER: B-1
DATE: 12/15/15
Cider Festival – 2016, 2017, 2018
Your Support Helps Big Ideas Happen
Can we count on you?
Central Coast Cider Festival in Atascadero
Solterra Strategies
Stacie Jacob and Joel Peterson
sjacob@solterrastrategies.com; joel@solterrastrategies.com
ITEM NUMBER: B-1
DATE: 12/15/15
ITEM NUMBER: B-2
DATE: 12/15/15
Sponsorship LevelsRising Star............................. $3,500(shared cow, you find a friend) Champion...............................$7,000(1 cow) Middleweight.........................$10,500(1 cow & you keep the cow) Reserve Champion.................$20,000(3 cows & you keep 1 cow)RecognitionITEM NUMBER: B-2
DATE: 12/15/15
ITEM NUMBER: B-2
DATE: 12/15/15
cowparadeslo.comJOIN THE HERDITEM NUMBER: B-2
DATE: 12/15/15
Municipal Code 3-3.07 - TOT Tax Collected Quarterly
3-3.07 Reporting and remitting.
(a) Each operator shall file a tax return quarterly starting with the first calendar quarter during which
the hotel commenced businesses. On a quarterly basis, each operator shall make a return to the Tax
Administrator on forms provided by the Tax Administrator of the total rents charged and received and the
amount of tax collected for transient occupancies. At the time the return is filed, the full amount of the tax
collected shall be remitted to the Tax Administrator. Any additional information which the Tax
Administrator may deem necessary in order to insure collections shall be included with the return. Returns
and payments are due immediately upon cessation of business for any reason. All taxes collected by
operators pursuant to this chapter shall be held in trust for the account of the City until payment thereof is
made to the Tax Administrator.
(b) If circumstances warrant, due either to the amount of the tax or delays in receiving the tax
remittance, the Tax Administrator may require an operator to file a tax return on a more frequent basis than
quarterly and may also require the operator to remit the full amount of the tax collected at that time. (Ord.
257 § 1 (Exh. A § 2), 1992; Ord. 30 § 3-1.07, 1980)
ITEM NUMBER: B-4
DATE: 12/15/15
City
Object #GL #Notes
INCOME PROJECTIONS July August September October June 2015/2016 PROJECTED INCOME
1100 2% BID Revenue July 2015 - June 2016 75,334.00$ 183,030.00$ Adjusted based on EOY actual
1200 Cash Rollover 289,333.00$ 276,102.00$ Adjusted based on EOY actual
1300 Investment Earnings 2,690.00$
Total 459,132.00$ Revenue Projections TBID = $183,307 and Interest $2670
Expenses ACTUAL 2015/16 Budget
Remaining
Budget
% total
budget
Categorical
Contingency
2100 Admin -$ 5,000.00$ 5,000.00$ 1.09%1,169.70$
6900000 2101 City Admin Fees -$ 1,830.30$ 1,830.30$
6050000 2102 Office Expense -$ 2,000.00$ 2,000.00$
2200 Contracting Firm Fees 18,135.74$ 40,000.00$ 21,864.26$ 8.71%-$
6500000 2201 Big Red Marketing - Destination Manager 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 10,000.00$ 30,000.00$ 20,000.00$
6500000 2202 Verdin Marketing - Marketing Firm 826.10$ 5,732.64$ 809.00$ 768.00$ 8,135.74$ 10,000.00$ 1,864.26$
2300 Marketing Plan -$ 12,500.00$ 12,500.00$ 2.72%2,500.00$
6500000 2201 Development and update -$ 10,000.00$ 10,000.00$
2400 Visual Assets 9,646.70$ 17,500.00$ 7,853.30$ 3.81%2,500.00$
6500000 2401 Photography -$ 7,500.00$ 7,500.00$
6500000 2402 Creative Services - Verdin 2,832.00$ 2,832.00$ 7,500.00$ 4,668.00$
2500 Digital Marketing -$ 50,000.00$ 50,000.00$ 10.89%5,000.00$
6500000 2501 Website Update 352.10$ -$ -$ 961.00$ 1,313.10$ 30,000.00$ 28,686.90$
6500000 2502 Social Media 739.80$ 1,505.80$ 1,498.00$ 1,758.00$ 5,501.60$ 15,000.00$ 9,498.40$
To include budget for boosted activity
and $12000 for retainer
2600 Advertising 1,240.94$ 65,000.00$ 63,759.06$ 14.16%3,500.00$
6070000 2601 Print 687.50$ 687.50$ 1,500.00$ 812.50$
6070000 2602 Digital 195.44$ 304.00$ 54.00$ 553.44$ 26,000.00$ 25,446.56$
6070000 2603 Reactive Advertising -$ 34,000.00$ 34,000.00$
2700 Public Relations 1,970.00$ 12,500.00$ 10,530.00$ 2.72%1,000.00$
6500000 2701 Group FAM -$ 5,000.00$ 5,000.00$
Includes $3000 retainer and $2000
hard costs
6500000 2702 Individual Itineraries -$ 5,000.00$ 5,000.00$
Includes $3000 retainer and $2000
hard costs
6500000 2703 Wire Fees -$ 1,500.00$ 1,500.00$
6500000 2704 Firm Fees 146.00$ 167.00$ -$ 1,657.00$ 1,970.00$ -$ (1,970.00)$
2800 Tour & Travel -$ 10,000.00$ 10,000.00$ 2.18%1,000.00$
6500000 2801 CCTC Co Op Fams -$ 4,500.00$ 4,500.00$
6500000 2802 Visit CA Co Op Fams -$ 4,500.00$ 4,500.00$
2900 Consumer Outreach 15,536.55$ 65,000.00$ 49,463.45$ 14.16%3,500.00$
6500000 2901 Consumer Show Presence 5,000.00$ 5,000.00$ 5,000.00$ -$
50% of Savor the Central Coast
Sponsorshihp
6500000 2902 Consumer Event Support 5,537.36$ 67.44$ 5,604.80$ 5,000.00$ (604.80)$
50% of anticipate Savor the Central
Coast costs
6900000 2903 Event Support Program 708.00$ 2,126.75$ 1,000.00$ 3,834.75$ 50,000.00$ 46,165.25$
6500000 2904 Email Marketing 1,097.00$ 1,097.00$ 1,500.00$ 403.00$
TOTAL EXPENSES 10,272.00$ 17,764.99$ 5,798.50$ 12,694.44$ 46,529.93$ 277,500.00$
4001 Cash Reserves 45,913.20$ 10.00%
Contingency
5001 Contingency Fund (unallocated)$135,718.80
TOTAL Budget $459,132.00
ATBID 2015/16 BUDGETED P&L
ITEM NUMBER: C-4
DATE: 12/15/15
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM !
NOVEMBER STAT SUMMARY
ATASCADERO TBID
December 1, 2015
WEB ANALYTICS (2014 V. 2015)
WEBSITE TRAFFIC
Website Visits: 1,607 v. 3,290
Mobile Visits: 546 v. 1,485
Desktop Visits: 866 v. 1,530
Total Unique Visitors: 1,416 v. 2,652
PPV (Page Per Visit): 2.77 v. 1.79
TOS (Time on Site): 1:55 v. 1:15
Bounce Rate: 51.65% v. 70.33%
ACQUISITION
Total Traffic to Site: 3,290
Social Media: 2 v. 759
Direct: 207 v. 605
Organic: 872 v. 939
Referral: 526 v. 987
Paid: 0 v. 0
PAGE VIEWS
Home Page: 1,152 v. 2,271
Lodging: 123 v. 201
GEOGRAPHIC REFERRALS
Atascadero: 189 v. 281
San Francisco: 135 v. 279
Los Angeles: 131 v. 226
Sacramento: NA v. 121
San Luis Obispo: 86 v. 118
!
SOCIAL MEDIA ANALYTICS (2014 V. 2015)
SOCIAL MEDIA
Facebook Fans: 3,017 v. 3,987
Facebook Referrals: 2 v.757
Total Reach: 429
Engagement Rate: 7%
Instagram Followers YTD: 85
New Twitter Followers: 19
Twitter Mentions: 0
Twitter Referrals: 0 v. 2
Retweets: 1
ITEM NUMBER: C-5
DATE: 12/15/15
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM !
ADVERTISING ANALYTICS
FACEBOOK
Atascadero TBID is running two Facebook campaigns along with boosted posts. Both ad campaigns
feature a young child on a blanket with the headline “Family time like you remember” along with a
strong call to action for visiting for as little as $67 a night. Ads target families in the Central Valley.
Website Click Campaign
This campaign is performing well, getting
maximum results for the budget.
Clicks: 1,490
Impressions: 56,986
CTR: 2.72%
Likes Campaign
This portion of the campaign has the goal to
generate likes and engagement with the
Atascadero Facebook page.
Clicks: 348
Likes: 348
Impressions: 12,966
CTR: 3.1%
Campaign Totals
These totals represent all ads and boosted posts for the month of November.
Clicks: 2,445
Impressions: 79,626
CTR: 3.07%
PUBLIC RELATIONS SNAPSHOT
Verdin is coordinating a FAM tour with travel journalist and photographer, Josh McNair of California
Through My Lens. California Through My Lens is a popular online travel magazine focused on
destinations in California and has covered Paso Robles extensively. Over 2 million people have used
the site to explore California and has been featured on national outlets like Good Morning America
and ABC News. The coverage and resulting photography will be a wonderful asset for Atascadero.
Additionally, Verdin is drafting our second press release to be distributed in the beginning of January
focusing on unique culinary experiences and products in Atascadero.
ITEM NUMBER: C-5
DATE: 12/15/15