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Home My WebLink AboutTBID_2016-02-16_Agenda Packet ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Tuesday, February 16, 2016 at 2:00 P.M. Atascadero City Hall - 6500 Palma Avenue, Club Room 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 name for the record before making your presentation. The Board may take action to direct the staff to place a matter of business on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless changed by the Board. A. CONSENT CALENDAR 1. Advisory Board Draft Action Minutes – January 19, 2016 • Action: Board approve the Draft Action Minutes of January 19, 2016. [City Manager’s Office] 2. Atascadero TBID Nomination Draft Action Minutes – January 19, 2016 • Action: Board approve the Draft Action Minutes of January 19, 2016 Nomination Meeting. [City Manager’s Office] B. OATH OF OFFICE 1. Administration of Oath of Office – New Board Member Lindsey Ridgeway to be sworn in by Deputy City Clerk Lori Kudzma C. BUSINESS ITEMS 1. Presentation from Paso Robles Wineries.net - Presentation from Lauren Lekai • Recommendation: Accept presentation and recommend to staff to connect resource with selected web design firm for possible integration. • Fiscal Impact (GL 2501): TBD based on selected resources and scope of use. 2. Directional Signage: Tesla Charging Station & Surrounding Activities - Presented by Amar Sohi • Recommendation: Recommend to staff and contractors to research vendor options and associated costs to complete Tesla-related signage, then to return to a future meeting with additional information. • Fiscal Impact (GL 2403 & 2603): TBD 3. Community Event: Revisiting the Cow Parade – Discussion Requested by Deana Alexander • Recommendation: Pursue participation in the Cow Parade. • Fiscal Impact (GL 2903): $3,500 - $20,000 4. Advertising Opportunity: Vintages Magazine – Report from Terrie Banish • Recommendation: Pursue sharing placement in Vintages Magazine with City of Atascadero including additional costs for design support from Verdin. • Fiscal Impact (GL 2603): $1,300 for ad placement. Design costs TBD. 5. Visit SLO County Research Opportunity – Update from Amanda Diefenderfer • Recommendation: Participate in Visit SLO County visitor research survey Destination Marketing Organization buy-in. • Fiscal Impact (GL 2900): up to $2,500 6. Update on Visit Atascadero Website Progress – Update from Amanda Diefenderfer • Recommendation: Pursue contract with staff recommended firm resulting from completion of second RFP process. • Fiscal Impact (GL 2501): $35,000 7. Atascadero TBID Renewal and Board Terms - Review Timeline and Next Steps - Presentation from Amanda Diefenderfer • Recommendation: Recommend to staff and marketing firm to complete Atascadero TBID renewal information and board nomination process as noted in the timeline. • Fiscal Impact (GL 2201 & 2202): None 8. Event Tiers - Review Event Tiers as defined in the “Atascadero Tourism & Promotion Game Plan” by the Coraggio Group and discuss how that applies to the TBID Program- Discussion with Terrie Banish and Amanda Diefenderfer • Recommendation: Recommend to staff further clarification to event tier definitions as well as qualification of the Event Tiers with regard to communicating and promoting those events utilizing TBID resources. • Fiscal Impact (GL 2903): None D. UPDATES 1. Visit SLO County TMD – JP Patel 2. Visit SLO County Educational Symposium – Jessica Sohi 3. Confirmation of Appointment of Lindsey Ridgeway to ATBID Board - Amanda Diefenderfer 4. Deputy City Manager Update – Terrie Banish a. Results of City Council meeting: Update on TOT collection and reporting on a quarterly vs. monthly basis b. SEO Keyword Update for www.VisitAtascadero.com c. Results of SF Chronicle Placement d. Event Update: i. Zoo Aviary opens February 20th ii. Tater Day on Traffic Way – March 12th iii. Chick City at the Zoo - March 20th – April 3rd iv. Brew at the Zoo – April 30th 5. Budget Report – Amanda Diefenderfer 6. Marketing Update – Verdin Marketing a. Verdin Marketing Monthly Report E. BOARD MEMBER COMMENTS F. 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 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 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. Atascadero TBID January 19, 2016 Page 1 of 4 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT ACTION MINUTES Tuesday, January 19, 2016 at 2:00 P.M. Atascadero City Hall - 6500 Palma Avenue, Suite 106 Atascadero, California CALL TO ORDER: Chairperson O’Malley called the meeting to order at 2:00 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, Marketing Consultant Ashlee Akers, Deputy City Manager/ Outreach, Promotions, Events Terrie Banish and Deputy City Clerk Lori Kudzma APPROVAL OF AGENDA: MOTION: By Vice Chairperson Sohi and seconded by Board Member Alexander to approve the agenda. Motion passed 4:0 by a roll call vote. PUBLIC COMMENT: The following citizen spoke during Public Comment: Lindsey Ridgeway, Director of Sales for Springhill Marriott gave a brief introduction. Chairperson O’Malley closed the PUBLIC COMMENT period. ITEM NUMBER: A-1 DATE: 02/16/16 Atascadero TBID January 19, 2016 Page 2 of 4 A. CONSENT CALENDAR 1. Advisory Board Draft Action Minutes – December 15, 2015 • Action: Board approve the Draft Action Minutes of December 15, 2015. [City Manager’s Office] MOTION: By Vice Chairperson Sohi and seconded by Board Member Alexander to approve the Consent Calendar. Motion passed 4:0 by a roll call vote. B. BUSINESS ITEMS 1. Contract Discussion: Big Red Marketing – Report from Deputy City Manager Terrie Banish • Recommendation: Review proposal for services from March 1, 2016 – June 30, 2017 and give staff recommendation on negotiating contract with Big Red Marketing. • Fiscal Impact (GL 2201): $10,000 in the current fiscal cycle and discuss amount for the next fiscal cycle. Current amount is $30,000 per year. Deputy City Manager gave the staff report and answered questions from the board. Destination Manager Diefenderfer also answered questions from the Board. PUBLIC COMMENT: None MOTION: By Board Member Patel and seconded by Vice Chairperson Sohi to move forward with extending the existing contract to align with the fiscal year from March 1, 2016 through June 30, 2017 with the caveat that negotiations will start early. Chairperson O’Malley added to the motion a recommendation that future contracts have a six month lead time and three months for renewals. Motion passed 4:0 by a roll call vote. 2. Contract Discussion: Verdin Marketing – Report from Deputy City Manager Terrie Banish • Recommendation: Review proposal for services from February 1, 2016 – June 30, 2017 and provide staff direction on contract duration and timeline. • Fiscal Impact (GL Varied): Based on Proposal. Deputy City Manager gave the staff report and answered questions from the Board. Ashlee Akers and Stephanie Goodwin from Verdin Marketing gave a ITEM NUMBER: A-1 DATE: 02/16/16 Atascadero TBID January 19, 2016 Page 3 of 4 presentation and answered questions from the Board. Destination Manager Diefenderfer also answered questions from the Board. PUBLIC COMMENT: The following citizen spoke during Public Comment: Lindsey Ridgeway. Chairperson O’Malley closed the PUBLIC COMMENT period. MOTION: By Chairperson O’Malley and seconded by Board Member Patel to continue contract through June 30, 2017, discuss renewals six months prior to expiration and consider two-year cycles for future contracts. Motion passed 4:0 by a roll call vote. 3. Update on Visit Atascadero Website Progress – Report from Amanda Diefenderfer • Recommendation: Receive update regarding contract negotiations with mobiManage. • Fiscal Impact (GL 2501): None. Destination Manager Diefenderfer gave the staff report and answered questions from the Board. PUBLIC COMMENT: The following citizen spoke during Public Comment: Annie Weyrich. Chairperson O’Malley closed the PUBLIC COMMENT period. MOTION: By Chairperson O’Malley and seconded by Vice Chairperson Sohi to authorize the Destination Manager and Deputy Director of Marketing (Deputy City Manager), along with input from the Information Technology Manager, to continue negotiations with vendor to resolve issues. If not able to reach an agreement, then start with another RFP/RFQ process with an increased budget amount to $35,000 and alert the Board of the status. Motion passed 4:0 by a roll call vote. C. UPDATES 1. Visit SLO County TMD Board Member Patel shared that the SAVOR event has been tabled. ITEM NUMBER: A-1 DATE: 02/16/16 Atascadero TBID January 19, 2016 Page 4 of 4 2. Mid-Term ATBID Board Opening Destination Manager Diefenderfer announced that the recommendation of Lindsey Ridgeway will be taken to the City Council. 3. Marketing Update Stephanie Goodwin of Verdin Marketing gave the update. 4. Deputy City Manager Update Deputy City Manager Banish gave a brief update on the status of the TOT collection and reporting. Chairperson O’Malley asked that the remainder of items from the Deputy City Manager be updated at the next meeting, along with a discussion on events. 5. Budget Report Destination Manager Amanda Diefenderfer gave a brief update and offered to answer questions. D. BOARD MEMBER COMMENTS: None E. ADJOURNMENT: Chairperson O’Malley adjourned the meeting at 4:05 p.m. MINUTES PREPARED BY: Lori M. Kudzma, Deputy City Clerk ITEM NUMBER: A-1 DATE: 02/16/16 Atascadero TBID Nomination Meeting January 19, 2016 Page 1 of 2 ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT ADVISORY BOARD SPECIAL NOMINATION MEETING DRAFT ACTION MINUTES Tuesday, January 19, 2016 at 1:30 - 2:00 P.M. City of Atascadero City Hall 6500 Palma Avenue, Conference Room 106 Atascadero, California CALL TO ORDER: Chairperson O’Malley called the meeting to order at 1:45 p.m. Lodging Representatives Present: Tom O’Malley (Portola Inn), Amar Sohi (Holiday Inn Express), Deana Alexander (The Carlton), Lindsey Ridgeway (Marriott Springhill Suites) Staff Present: Destination Manager Amanda Diefenderfer, Deputy City Manager Terrie Banish, Deputy City Clerk Lori Kudzma PUBLIC COMMENT: None. NOMINATION MEETING: Nominations were accepted for the current vacancy on the Atascadero TBID Advisory Board. Lodging owners/representatives in attendance at this meeting voted by secret ballot for one candidate. The following lodging owners/representatives were nominated: Lindsey Ridgeway (Marriott Springhill Suites). The attendees eligible to vote did so, and Lindsey Ridgeway was unanimously voted to be recommended to the City Council to fill the vacancy on the TBID Advisory Board. ITEM NUMBER: A-2 DATE: 02/16/16 Atascadero TBID Nomination Meeting January 19, 2016 Page 2 of 2 ADJOURNMENT: Chairperson O’Malley adjourned the meeting at 1:50 p.m. MINUTES PREPARED BY: Lori M. Kudzma, Deputy City Clerk ITEM NUMBER: A-2 DATE: 02/16/16 Proposed Valuable Tools to Simplify,   Increase Reach and Effectiveness with  Speedfind, Virtual Tours and   Print Map Downloads Prepared January 6, 2016 Lauren Lekai 805.440.4504 LaurenL@PasoRoblesWineries.net ITEM NUMBER: C-1 DATE: 02/16/16 Speedfind: Awesome Portable Mapping & Directions How does Speedfind work? It works on every device (computer, tablet, smartphone). Each business, including hotels, receives its own Speedfind url that is fully portable, that appears on VisitAtascadero.com, can be emailed, shared on social media, sent to phones and appear in print and digital media. Why Speedfind? You have access to the latest mapping and directions technology that removes usability and portability barriers that exist with your Google Maps and supports the your primary mission: To increase new visitors and overnight stays while enhancing the visitor experience. Barriers: Currently Google maps is the only map that appears on VisitAtascadero.com for each business. You might not have thought about this, but Google Maps is outdated and has usability limitations. Namely, the maps are silo-ed on the your website, are not portable, cannot be shared via email, social media, sent to individual’s phones where they are needed, or appear in print and digital articles missing exactly how people are actively exploring and sharing today! Solution: Instead, Speedfind is the mapping and directions tool that immediately and conveniently connects people from EVERY media source to Atascadero businesses thus solving your digital and social marketing needs. Mapping options include Step-By- Step Directions that stay on your cell phone when service is lost. Proof: People love the Speedfind tool, as proven by its approximate 95,000 visits in 2015 to Paso Robles businesses’ approximately 450 Speedfind urls! What is Speedfind? Speedfind is the fastest business locater with mapping and directions on the market! It provides Atascadero’s businesses visibility on Google and other search engines. Because, unlike Google Maps, it provides them their OWN dedicated mobile website (responsive design) with custom maps and directions, QR Code, SMS keyword, Facebook location finder app, link to order an Uber driver and much more. Examples: www.Speedfind.com/PasoRoblesInn and www.Speedfind.com/OpoloVineyards ITEM NUMBER: C-1 DATE: 02/16/16 Speedfind: Awesome Portable Mapping & Directions Where do people find Speedfind urls? Many places! ◆On search engines such as Google, because Speedfind is a website, not an app. Therefore each businesses’ url ranks on Google, often on the first page. ◆In articles, social media, ads, etc. Speedfind is a valuable tool that gives tourists EASY and quick access to the location of the businesses, globally! Any time you make it easy to know where a business is located it increases engagement, interest and the potential individuals will pay a visit! Speedfind link on Social Media. This is a reposting of Adelaide Inn’s stellar review from Trip Advisor on Facebook with the inclusion of mapping & directions Speedfind 1st page Google ITEM NUMBER: C-1 DATE: 02/16/16 Speedfind: Awesome Portable Mapping & Directions Where do people find Speedfind urls? Many places! (continued) ◆On blogs! When articles are shared across the Internet and social media it is difficult for the end user to know where the featured businesses are located. Don’t make people work to find out, it will decrease the article’s engagement, instead use Speedfind on your digital media and boost engagement and visits. Speedfind link on Blog Proposed Speedfind Investment: $ .99 per location a month for 1,000 locations Includes Unlimited use of Speedfind for Atascadero Businesses: ▪On any website ▪Social media ▪Articles, print and digital ▪Advertisements ▪Brochures and business cards ITEM NUMBER: C-1 DATE: 02/16/16 Virtual Tours and Portable Brochure:   World’s first portable technology that teleports people to Atascadero  from every media, device or place. Features: ▪Highly immersive, portable technology. You can visually share Atascadero businesses from anywhere, to anywhere, anyway you want (any website, social media platform, smartphone, tablet, computer or person). ▪People have the option to view the virtual tours with Google glasses. ▪Provides an impressive experience that draws customers to Atascadero over other travel destinations. ▪Great PR opportunity featuring cutting-edge, cool technology that makes Atascadero sizzle and stand out over other cities. ▪People can view hotel room options, common outdoor and indoor areas, reserve a room, get information about the hotel (amenities, paintings, food available to guests in lobby, buy merchandise, etc.), wineries, restaurants, etc., and get Speedfind directions. ▪In addition to the virtual tours and virtual reality the brochure holds tradition content for the city such as photo, video, artwork, and pdf’s. ▪As share activity occurs you can update content globally from one simple dashboard resulting in a labor-free content super-highway. ▪Using the brochure platform our clients deliver highly motivational content to far more people, far earlier in the buying cycle. This results in more interest, more shared virtual tours, more booking and revenue! Blog To this day, hospitality businesses deliver their marketing materials through a printed brochure or through a few random emails to prospects. This is an inefficient and ineffective way to get the most from your time and marketing dollars. We provide an amazing human to human sales tool, so that you can visually share Atascadero business collection from anywhere, anyway you want, affordably! Your Virtual Tours & Brochure Hotels Adelaide Inn Allegretto Resort and Spa Best Western PLUS Black Oak Bestway Inn Paso Robles Budget Inn of Paso Robles Courtyard by Marriott Economy Inn Farmhouse Motel Hampton Inn & Suites Holiday Inn Express & Suites Hotel Cheval La Bellasera Hotel & Suites La Quinta Inn & Suites Melody Ranch Motel 6 Paso Robles Inn Make a reservation icon & link In addition to hotels add wineries, restaurants, 360’s of downtown Atascadero, The Sunken Gardens, Zoo, , etc. ITEM NUMBER: C-1 DATE: 02/16/16 Proposed Virtual Tour and Portable Brochure Investment/Yr: $4,550 for 12 hotels Includes: ▪Filming 2 scenes for each hotel. ▪Full Access to brochure to change or add content. ▪Training and support. ▪Provide code to place on VisitAtascadero.com: ▪For each hotel ▪As one portable brochure for all 12 hotels combined that the City can use as a handy tool for print and digital media and to send out to professional groups, brides, or any other party that has lodging needs in Atascadero. ▪$100 per scene over and above the 42 we included in the quote. ▪Unlimited use of brochure to promote City and Lodging. Professional Level Option: ▪Hotels that would like to upgrade to the “professional level” that allows full portability of the brochure and use by the hotel is a $149/month investment per location. The hotels receive an extra 2 scenes for a total of 12 scenes. ▪Hotels to receive free drone filming when signing up 60 days from Atascadero’s acceptance. Link to Map Manage Database Atascadero Virtual Tours & Brochure For Each Hotel Reception Queen Suite Virtual Tours and Portable Brochure:   World’s first portable technology that teleports people to Atascadero  from every media, device or place. ITEM NUMBER: C-1 DATE: 02/16/16 Thank you for your consideration  We look forward to answering any of your questions!    Lauren Lekai  560 10 th Street, Ste. 201  Paso Robles, CA 93446   805.440.4504  LaurenL@PasoRoblesWineries.net ITEM NUMBER: C-1 DATE: 02/16/16 ITEM NUMBER: C-1 DATE: 02/16/16 ITEM NUMBER: C-3 DATE: 02/16/16 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: C-3 DATE: 02/16/16 ITEM NUMBER: C-3 DATE: 02/16/16 cowparadeslo.comJOIN THE HERDITEM NUMBER: C-3 DATE: 02/16/16 2016 Special Section To advertise, contact one of our ofﬁces: San Luis Obispo 805-781-7818 Cambria 805-927-8652 V intages is a perfect media vehicle to reach the target audience of afﬂuent, well-educated, wine lovers who live here and travel into this county from the Fresno area, which means thousands of potential shoppers! This special bi-annual targeted glossy magazine ﬁts your target demographic! This is the complete comprehensive package to target wine and food lovers, upscale clientele, tourists, San Luis Obispo County and Fresno residents! This section is coffee-table ready with heavy matte cover, perfect binding, all-glossy format, all-inclusive maps and tasting room listings. This magazine reaches the greatest number of people who have the means to purchase your goods and services or attend your events. The only element missing is your ad message! VINTAGES A Spring and Fall Publication Display Ad Rates 1x 2x Full Page *FREE Listing! $2100 $1850 Half Page (horiz. & vert.) $1500 $1300 Quarter Page $895 $795 Eighth Page $550 $475 Enhanced Listing-w/no display ad $350 $300 Enhanced Listing-with ½ or ¼ pg. ad $150 $125 Enhanced Listing is FREE when buying a full page ad *Pricing is based on per publication, per ad Premium Positions: Back Cover $2650 $2300 Inside Front, Inside Back $2350 $2100 Pages 3, 4 and 5 $2350 $2100 Facing Full Pages (2 ads) $3100 $2850 Index/Content Page Bookends $2250 $1950 Publishes: Saturday, March 12 Space/copy/deadline: Monday, Feb. 8, 2016 Camera-ready: Friday, Feb. 26, 2016 *FALL edition publishing Sept. 3, 2016 Increased Online Exposure The magazine is also placed on SanLuisObispo.com which reaches more than 500,000 monthly unique visitors Audience Reach 125,000 magazines distributed t Tribune Subscribers t Fresno Bee (Central Valley) t Wineries and Hotels ITEM NUMBER: C-4 DATE: 02/16/16 MECHANICAL SPECS: Overall trim size: 9˝ x 10.75˝ Trim area 8.5˝x10˝ Full page: 8.5˝x10˝ Half page horizontal: 8.5˝x4.89˝ Half page vertical: 4.167˝x10˝ Half page Quarter page 4.167˝x4.89˝ Eight page: 4.167˝x2.445˝ BLEEDS: Add an additional 1/8˝ to live area size on 3 sides for full page ads and spreads only. PRODUCT OVERVIEW: tHeavy matte cover tAll glossy format tAll-inclusive maps: Showing the exact location of all our local wineries, these maps are invaluable on a wine-tasting tour. tContent geared to an afﬂuent lifestyle Vintages appeals to an upscale clientele, tourists and wine & food lovers. tComplete comprehensive tasting room listings FREE LISTINGS ENHANCED LISTINGS All listings include: winery name, address, phone number, website, tasting room hours, most popular varietals produced & map coordinates for easily identifying the winery’s location within the county. Includes: a picture (tasting room or vineyard/property), a wine label and 50 words of descriptive copy about the winery. Sample: 1/2 page horizontal 1/2 page vertical 1/8 page 1/4 page Full Page (with or without bleeds) Sample: Sample: t5FYUGPS7JOUBHFTFOIBODFEMJTUJOHTTIPVMEOPUFYDFFEXPSET5IJTEPFTOPUJODMVEFZPVSDPNQBOZ name, address, etc. t5IFUXPQIPUPTTIPVMECFBNJOJNVNPGwYwBUEQJ-BSHFSmMFTXJMMXPSLmOF1MFBTFTFOEBMBCFM image and a tasting room or vineyard image. ITEM NUMBER: C-4 DATE: 02/16/16 VISITATA SCADERO .COM Craftsmanship is everything.Here,we take prideinour wo rk andwe want to shareitwit hyou.Fromhandcrafted beverage s,farm-to-table culinary delights, andone-of-a-kind artwork,Atascadero is your destinat ionfor somethinguniqueon theCentral Coast. ITEM NUMBER: C-4 DATE: 02/16/16 ITEM NUMBER: C-4 DATE: 02/16/16 MEMO TO: SLO County DMOs FROM: Visit SLO County DATE: January 22, 2016 SUBJECT: VLSOC Research Project & Community Opt-In As you know from your approval of the Research RFP at the Marketing Committee meeting in December and your review of the research proposals and subsequent recommendation of Merrill Research and their proposed timeline (see below for timeline included in Merrill’s RFP response) VSLOC is moving very quickly into the research project after receiving Board approval earlier this week. As such, the information requested below is needed by end of day Tuesday, January 26, 2016 if your individual community wishes to opt into the research study. Noted in the RFP and approved proposal was the ability for each community to buy into each of the two studies in order determine specific information about their community. (The costs on that which were noted in the proposal are also included below). In order to get started Merrill needs to understand the following from those interested in participating in the study. 1 Does your community wish to participate based on the costs outline below? 2 If so, is your community interested in participating in one or both of the studies? 3 What are you trying to achieve through the questions in your study? 4 What information is most important to your community? 5 What questions are you wanting to ask? 6 Who is the ideal target for the questions? Past visitors? Those with awareness of your area? Potential visitors who have yet to travel to your area? 7 Are there any sub groups that are critical to "read" with statistical reliability (e.g., younger vs older, CA vs non CA, etc.)? Please “reply all” to this email with your desire to opt-in or out on the study along with the answers to the questions above if you are choosing to participate by end of day Tuesday, January 26, 2016. If you have additional questions please let me know. Thank you. PER STUDY COST: The cost to include a six question module regarding specific communities is variable and is as follows: - $1,500 fixed cost, plus $0.25 for one data set. A data set is defined as 1 evaluation of 1 community (i.e., 1 (one) respondent answering 6 (six) questions for 1 (one) community/region). This assumes that the questions do not differ significantly between communities. If the 6 (six) questions are unique to each of the communities/regions the following additional cost will be as follows (this is in addition to the cost above): - $500 fixed cost for a 2nd or subsequent community/region iteration. All costs assume 6 (six) closed end questions and the delivery of statistically notated data tables in MS Word with sub-group breakdowns (where base sizes allow). ITEM NUMBER: C-5 DATE: 02/16/16 The incremental cost for analysis and a report of findings per community is $500. ITEM NUMBER: C-5 DATE: 02/16/16 Page 1 Atascadero Tourism Business Improvement District Request for Proposal – Visitor Website Issue Date: January 29, 2016 The Atascadero Tourism Business Improvement District (ATBID) is requesting proposals from professional web development and design firms to guide the organization in the creation of a new tourism website. The ATBID was formed in April 2013 to collect assessments from lodging businesses to be used for tourism promotions and marketing programs to promote the City of Atascadero as a tourism destination and to increase transient stays at lodging businesses. The ATBID is represented by Atascadero hoteliers who work in partnership with the City of Atascadero and on behalf of multiple hospitality and stakeholder businesses that serve the visitor. The ideal website will capture the unique personality of Atascadero and its varied attractions, appeal to all audiences of area tourism, serve as the tourism resource for visitors to Atascadero, and provide relevant information to support media inquiries about Atascadero. This website will replace the current VisitAtascadero.com site. Additional details regarding functionality and content are included below. Please submit your proposal in PDF format via email to Terrie Banish, tbanish@atascadero.org and ATBID Destination Manager, Amanda Diefenderfer adief@bigredmktg.com, by 5 p.m. on Wednesday, February 10, 2016. Applicant Information Proposals must include contact information and background of the submitting firm. Additionally, the proposal should offer specific material pertaining to the qualifications of the proposer, the foreseen working relationship between the firm, the ATBID and City, and previous experience with relevant projects. Website Design and Functionality Submitted proposals should at least include the following elements related to the design, functionality and content management capabilities of the website: Overall Design – The website should reflect a professional, information-rich site that is both aesthetically pleasing and easy to navigate. Responsive designs that adapt to the varied sizes of desktop and mobile devices are most appealing. The website needs to be optimized for thorough SEO performance and have a strong presence amongst our target audience of local and county residents as well as supporting the ATBID goal to grow tourism. It needs to be designed in a manner that will populate search results when people are searching to visit our area and will capture tourists while they are here in our county with the variety of attractions we offer. In addition, this optimization needs to keep in mind the tourism industry from tour operators to hotels and other media resources. It also needs to reflect the aesthetics of the unique appeal Atascadero has to offer. Additionally, the website should be created in a manner that allows flexibility to adapt to evolving needs and technologies as they arise. Scope of Proposal ITEM NUMBER: C-6 DATE: 02/16/16 Page 2 Equal Promotion and Support for Hoteliers/Tourism Stakeholders – The website must host the ability for properties to convey current information. Those with administrator access should be able to assist hotels/stakeholders to post consumer promotions, trade resources and easily access pertinent information that is tourism related. Appeal to Numerous Consumer Audiences – The wide range of Atascadero attractions and resources results in a varied target audience. The website should appeal to this audience through aesthetics and ability to obtain relevant information. One of the gauges of the website’s success will be its ability for itinerary building and to convert visitors to rooms booked for hotels. Specific consumer audiences to consider in the creation of the website include: • Families • Weekend visitors • Wine/beer/cider and food consumers • Agri-tourists • Golfers • Outdoor enthusiasts • Weddings • Area event attendees • Meeting planners • Organized tour groups News Worthy, Timely Marketing Campaigns – In the overall design, the new website should include space for news worthy and timely marketing campaigns (i.e., restaurant month, Atascadero Wine Festival, zoo happenings and other consumer events) to showcase “What’s Happening.” This supports a website that is current with information and easily updatable to provide users easy to access information as they make their travel plans. Integration of Supportive Platforms and Tools – The proposal should include a demonstration of the site’s ability to integrate supporting marketing resources. Specific resources include: • Connection to social media platforms such as Facebook, Twitter, and Instagram. Functionality should allow connection to the outside social media platform and integration of embedded videos and/or update feeds. • Hosting of a digital version of print collateral created to promote Atascadero tourism. This should also include a form to allow consumers to request information. • Connection and integration with the local, regional and state tourism partners. The Atascadero Chamber of Commerce is a strategic partner and home to the local Visitor’s Center. Visit San Luis Obispo County’s website acts as a countywide portal for the ATBID featuring events, dining, lodging, and activity information. Hosting of Media Resources – As an area resource, the site must have the ability to convey and host information that will attract media personalities to learn more about Atascadero and support the ATBID’s goal of growing media coverage. Website Administrator Access – Access shall be provided to TBID designees for front and back-end editing to apply content updates. This system should facilitate the editing process with the use of WYSIWYG style editors. This site must also meet all ADA standards for accessibility. ITEM NUMBER: C-6 DATE: 02/16/16 Page 3 Website Content Management System - Proposals should include the implementation of a web-hosted Content Management System that is easily usable and accessible through discretionary logins. Additionally, database functions should include the ability to import and export site visitors/members, events and businesses in a common data format. The events calendar will be date and/or title searchable and accommodate recurring, multi-day and multi-week events. Current website content is available as needed. If a proprietary CMS is proposed, an option for an open- source CMS should be included with preference given to an open-source platform. Analytics - The backend of the site should allow access to complete page-visit analytics and offer the ability to generate reports (a listing of reports should be included in the proposal). Hosting - Options should be provided for hosting. Preference will be given to options that allow the City to host the site on current City hosting providers. Ongoing Site Management – The site shall be regularly maintained by the chosen vendor. Maintenance includes but is not limited to front and back-end updates for functionality and security and content updates as provided by the ATBID. Maintenance costs for the scope of this project shall be included in the proposal and extend to 12 months from the start of the project. The project start date will be determined after the selection process. The monthly maintenance portion of the proposal shall reflect the monthly cost after the scope of this project is completed. Timeline Please include an anticipated timeline for the migration of current website content and availability of new site functionality. The timeline may recommend phases of introducing new resources in order to integrate the updates as quickly as possible while eliminating potential disruptions. Budget Proposals should include a comprehensive budget outlining the associated costs of developing the website and anticipated ongoing maintenance costs. Allocated budget is estimated at $35,000. Examples of Work Please provide case studies and/or other examples of work that reflect the competencies specific to supporting the ability to successfully achieve the goals of the new visitor website. Proposals are to be submitted electronically in PDF to Terrie Banish, tbanish@atascadero.org and ATBID Destination Manager, Amanda Diefenderfer adief@bigredmktg.com, by 5 p.m. on Wednesday, February 10, 2016. Please note that all costs to prepare proposals are to be incurred by the proposer. The ATBID reserves the right to refuse any submission and may retain all proposals submitted. Proposals should not exceed 15 pages in length. Proposal Submission ITEM NUMBER: C-6 DATE: 02/16/16 ITEM NUMBER: C-6 DATE: 02/16/16 Atascadero TBID Renewal & Board Terms Renewal Draft Schedule: February Complete process for announcing nomination meeting for expiring board seats. March Verdin Marketing and Big Red Marketing to prepare an annual report of successes in the 2015/2016 fiscal year. Additionally, a draft marketing plan and budget is prepared for the 2016/2017 fiscal year. March 15 TBID Board to review and provide feedback for the annual report, marketing plan and budget at monthly board meeting. April 19 TBID Board to confirm final version of annual report, marketing plan and budget at monthly board meeting. TBID Nomination meeting to take place 30 minutes prior to the board meeting. May Submission of annual report, marketing plan and budget for inclusion in City Council meeting to file the resolution of intent to renew the BID. June City Council – Public Hearing for BID renewal. City Council to confirm nominations for expiring TBID Board seats. Clarification of nomination voting process: This is restricted to lodging owners. Any non-lodging owners mush have written documentation designating them as a proxy on behalf of the owner. ITEM NUMBER: C-7 DATE: 02/16/16 ITEM NUMBER: C-7 DATE: 02/16/16 2015-16 Marketing Plan Events ATBID Board Meeting January 19, 2016 ITEM NUMBER: C-8 DATE: 02/16/16 Coraggio Tourism & Promotion Game Plan Event Tier Review ITEM NUMBER: C-8 DATE: 02/16/16 Event Tiers 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. ◦ 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. ◦ 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. ◦ 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. ITEM NUMBER: C-8 DATE: 02/16/16 Event Plan 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. ◦ 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. ◦ 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. ◦ 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. Event Tiers ITEM NUMBER: C-8 DATE: 02/16/16 Event Plan 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. ◦ Brew at the Zoo Event – Spring 2016, April 30th. ◦ 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.” ◦  Taste of Home – Cooking Evening, local eats, features local celebrity chefs. ◦ Trading Day or Flea Market ◦ Art in the Park ◦ Tamale Festival Event Tiers ITEM NUMBER: C-8 DATE: 02/16/16 Event Plan 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: ◦ Seasonal Events  Tuesday’s BBQ in the Park; Movies in the Gardens; Summer Concert series at the Atascadero Lake Bandstand mid June through August. ◦ One-time Events:  60th Anniversary Celebration of the Zoo  Lighting Up of Historic City Hall Marketing Strategy – Objective #3 ITEM NUMBER: C-8 DATE: 02/16/16 Advertiser: Campaign: Date range: Line item Line item start date Line item end date Contracted quantity Line Item Notes Total impressions Total clicks Total CTR Delivery indicator HNP | SFC | Standard | sfgate > ROS | Rectangle | ATF|10124419 1/10/16 1/31/16 150,000 San Francisco DMA 150,068 101 0.07%100.05% HNP | SFC | Standard | sfgate mobile > ROS | Rectangle | ATF|10124420 1/10/16 1/31/16 150,000 San Francisco DMA 150,064 186 0.12%100.04% Total 300,000 -300,823 291 0.10%100.05% Atascadero TBID January SLO County 1/10-1/31 ITEM NUMBER: D-4c DATE: 02/16/16 ITEM NUMBER: D-4c DATE: 02/16/16 City Object #GL #Notes INCOME PROJECTIONS July August September October November December 2015/2016 PROJECTED INCOME 1100 2% BID Revenue July 2015 - June 2016 -$ 75,302.00$ 32.00$ 1,169.00$ 49,917.00$ 126,420.00$ 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 $2670 Expenses ACTUAL 2015/16 Budget Remaining Budget % total budget Categorical Contingency 2100 Admin 10.00$ 5,000.00$ 4,990.00$ 1.09%1,169.70$ 6900000 2101 City Admin Fees -$ 1,830.30$ 1,830.30$ 6050000 2102 Office Expense 10.00$ 10.00$ 2,000.00$ 1,990.00$ 2200 Contracting Firm Fees 19,762.30$ 40,000.00$ 20,237.70$ 8.71%-$ 6500000 2201 Big Red Marketing - Destination Manager 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 2,500.00$ 15,000.00$ 30,000.00$ 15,000.00$ 6500000 2202 Verdin Marketing - Marketing Firm 826.10$ 765.20$ 809.00$ 768.00$ 821.00$ 773.00$ 4,762.30$ 10,000.00$ 5,237.70$ 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 17,031.70$ 17,500.00$ 468.30$ 3.81%2,500.00$ 6500000 2401 Photography -$ 7,500.00$ 7,500.00$ 6500000 2402 Creative Services - Verdin Scope 2,832.00$ 2,892.00$ 528.00$ 6,252.00$ 7,500.00$ 1,248.00$ 2403 Creative Services - Outside of Scope 427.00$ 2500 Digital Marketing -$ 50,000.00$ 50,000.00$ 10.89%5,000.00$ 6500000 2501 Website Updates 352.10$ -$ -$ 961.00$ 686.00$ 500.00$ 2,499.10$ 30,000.00$ 27,500.90$ 6500000 2502 Social Media 739.80$ 1,505.80$ 1,498.00$ 1,758.00$ 1,387.00$ 1,392.00$ 8,280.60$ 15,000.00$ 6,719.40$ To include budget for boosted activity and $12000 for retainer 2600 Advertising 7,776.74$ 65,000.00$ 57,223.26$ 14.16%3,500.00$ 6070000 2601 Print 687.50$ 5,541.00$ 6,228.50$ 1,500.00$ (4,728.50)$ 6070000 2602 Digital 195.44$ 304.00$ 54.00$ 780.00$ 214.80$ 1,548.24$ 26,000.00$ 24,451.76$ 6070000 2603 Reactive Advertising -$ 34,000.00$ 34,000.00$ 2700 Public Relations 2,640.00$ 12,500.00$ 9,860.00$ 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$ 642.00$ 28.00$ 2,640.00$ -$ (2,640.00)$ 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 16,920.55$ 65,000.00$ 48,079.45$ 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$ 846.00$ 538.00$ 2,481.00$ 1,500.00$ (981.00)$ TOTAL EXPENSES 10,272.00$ 12,797.55$ 5,798.50$ 12,694.44$ 10,991.00$ 12,014.80$ 64,568.29$ 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: D-5 DATE: 02/16/16 ITEM NUMBER: D-5 DATE: 02/16/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM JANUARY STAT SUMMARY ATASCADERO TBID February 4, 2016 WEB ANALYTICS (2015 V.2016) WEBSITE TRAFFIC Website Visits: 1,843 v. 6,725 Mobile Visits: 305 v. 3,507 Desktop Visits: 513 v. 2,642 Total Unique Visitors: 1,615 v. 5,305 PPV (Page Per Visit): 2.81 v. 1.75 TOS (Time on Site): 2:14 v. 00:54 Bounce Rate: 49.81% v. 71.96% ACQUISITION Total Traffic to Site: 6,725 Direct: 184 v. 1,969 Referral: 618 v. 1,968 Organic: 1,039 v. 1,609 Social Media: 2 v. 1,179 PAGE VIEWS Home Page: 1,291 v. 1,196 Lodging: 131 v. 238 GEOGRAPHIC REFERRALS San Francisco: 176 v. 685 Los Angeles: 173 v. 537 Atascadero: 209 v. 501 San Luis Obispo: 88 v. 363 Paso Robles: 65 v. 296 SOCIAL MEDIA ANALYTICS (2015 V.2016) TOP REFERRING URLS adspreview.simpli.fi: 953 lm.facebook.com: 575 atascadero.org: 346 m.facebook.com: 313 facebook.com: 166 SOCIAL MEDIA Facebook Fans: 3,041 v. 4,580 Facebook Referrals: 0 v. 1,153 Total Reach: NA v. 1,055 Engagement Rate: NA v. 6% New Instagram Followers: +38 Instagram Followers YTD: 128 New Twitter Followers: NA v. 17 Twitter Mentions: NA v. 7 Twitter Referrals: 0 v. 2 Retweets: NA v. 4 ITEM NUMBER: D-6 DATE: 02/16/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 ADVERTISING ANALYTICS FACEBOOK Facebook ads for January were divided between page likes and website clicks ads, both with the same ad and message “ Family time like you remember.” The call to action was to book for as low as $67 dollars per night. These ads were paused to focus on the “101 Road Trip” contest that launched February 1. Total Impressions: 94,449 Total Clicks: 2,449 Actions (including likes, shares, comments): 2,340 CTR: 1.62% TRIP ADVISOR Trip Advisor ads began in mid December with the creative message matching the Facebook ad, “Family time like you remember.” The results are as follows: Total Impressions: 135,185 Total Clicks: 165 CTR: .12% PANDORA Pandora began on January 1. The campaign targeted the Visalia, Tulare and Hanford communities. Results were very impressive. Total Impressions: 525,036 Total Clicks: 1,560 CTR: .57% ITEM NUMBER: D-6 DATE: 02/16/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 3 E -NEWSLETTER The second e-newsletter went out on January 21, 2016 and performed well. We added the previous e-newsletter list to the current e-mail recipient database and the open rate, as expect, decreased. However, our click through rate is still strong. 2,127 Recipients 15.9% Open Rate (Industry Average is 16.4%) 2.2% Click Through Rate (Industry Average is 1.8%) DEFINITIONS BELOW ARE DEFINITIONS FOR THE WEB ANALYTICS STATISTICS: Website Visits (Sessions): A visit is counted as a user that is actively engaged with your website. Mobile Visits: A user is actively engaged with your website on a mobile device. Desktop Visits: A user is actively engaged with your website on a desktop computer. Total Unique Visitors: Users that have had at least one session, includes new and returning users. PPV (Page Per Visit): The average number of pages viewed during a session. Repeated views of a single page are counted. TOS (Time on Site): The average duration of a session. Bounce Rate: The percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page.) Geographic Referrals: The top five locations from which the data originated. Acquisition – Social Media : The traffic to your site that came from a social media network. Acquisition – Direct: Direct traffic is counted as any time Google Analytics cannot determine another referrer. (Clicking a link from an email or PDF, access from a shortened URL, clicking from a mobile social media app, etc.) Whether or not a session is counted as direct depends on the application/program they are using. Acquisition – Organic: The traffic that comes to your website from unpaid search results (i.e. searching “Atascadero” in Google.) Acquisition – Referral: The traffic that comes to your site from sources outside of Google. When someone clicks on a hyperlink to go to a new page on a different website, it is a referral visit. ITEM NUMBER: D-6 DATE: 02/16/16 ITEM NUMBER: D-6 DATE: 02/16/16