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Home My WebLink AboutTBID_2016-03-15_Agenda Packet ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Tuesday, March 15, 2016 at 2:00 P.M. Atascadero City Hall - 6500 Palma Avenue, Room 306 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 Board Member Lindsey Ridgeway, SpringHill Suites Marriott 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 – February 16, 2016 • Action: Board approve the Draft Action Minutes of February 16, 2016. [City Manager’s Office] B. BUSINESS ITEMS 1. Atascadero Wine Festival: Presentation about this year’s festival and discussion of shuttle support – Presentation by Linda Hendy • Recommendation: Cover the cost of the shuttles during the Atascadero Wine Festival. • Fiscal Impact (GL 2903): $3,000 TBID 03.15.16 Page 001 2. Atascadero Cider Festival – Presentation by Stacie Jacob • Recommendation: Receive update from the planning team regarding the final details of the Festival and the ticket launch (today!) • Fiscal Impact (GL 2903): None. 3. Selection of Host Hotels: Utilization of hotels in promotional contests – Discussion led by Verdin Marketing • Recommendation: Utilize previously adopted accommodation selection guidelines. • Fiscal Impact (GL 2502): None. 4. Visit Atascadero Brochures: Printing costs – Presentation by Terrie Banish • Recommendation: Cover the cost of printing recognizing the City’s support of distribution costs. • Fiscal Impact (GL 2400): Up to $13,000 5. Promotional Items: Visit Atascadero items for utilization during promotions such as CCTC Adventure Tour, FAM Tours, League of CA Cities Dinners and others – Presentation by Terrie Banish • Recommendation: Share with the City of Atascadero the cost of purchasing promotional items for events and giveaways. • Fiscal Impact (GL 2400): Up to $1,000 6. TBID Event Support: Development of TBID Event Support Guidelines to Coincide with City Event Tier Categories – Presentation by Terrie Banish • Recommendation: Adopt guidelines for consideration of any event support requested of the TBID. • Fiscal Impact (GL 2903): None. 7. Annual Marketing Report: Initial Draft of Report – Presented by Verdin Marketing • Recommendation: Receive draft of report and communicate edits and adjustments prior to April 6 for inclusion in final version • Fiscal Impact (GL 2201): None. 8. Industry Discussions: Initial discussion regarding short-term rentals and Online Booking Scams Act – Discussion Led by Vice Chairperson Amar Sohi • Recommendation: Receive update from Amar Sohi and discuss if a formal position from the Atascadero TBID should be communicated • Fiscal Impact (GL N/A): None. D. UPDATES 1. Visit SLO County TMD – JP Patel 2. Visit Atascadero Website – Amanda Diefenderfer 3. TBID Renewal Process – Amanda Diefenderfer TBID 03.15.16 Page 002 a. Notification of board openings b. Development of budget c. Development of annual report and marketing plan 4. Deputy City Manager Update – Terrie Banish a. TOT collection and reporting on a quarterly vs. monthly basis: results of City Council February 23 vote b. Billboard Update c. Event Update i. Chick City at the Zoo: March 20 – April 3 – Included with admission to the Charles Paddock Zoo. ii. Art & Wine Tour: March 25, 5:30 – 8:30 p.m. – Tickets available at the corner of Entrada and El Camino Real for $15 each. Ticket price includes a wine glass and tastings with participating merchants in the downtown area. There will also be Historic City Hall tours starting at 5:30 p.m. with the last tour beginning at 7:30 p.m. iii. Brew at the Zoo: April 30, 5 – 8:30 p.m. – Early-bird tickets go on sale April 1 at the Zoo for $30/ticket. Ticket price includes commemorative glass, beer, cider and wine tasting, food for purchase and live music. iv. League of California Cities Channel Counties Division Dinner: April 15, 5 – 9 p.m. at the Historic City Hall – Evening to start with social hour and tours of City Hall followed by dinner at 6:35 p.m. The social hour will include wine, cider and beer sampling along with appetizers. v. Event Calendar: Now posted online at Atascadero.org and VisitAtascadero.com vi. Event Sponsors Update 5. Budget Report – Amanda Diefenderfer 6. Marketing Update – Verdin Marketing a. Verdin Marketing Monthly Report E. BOARD MEMBER COMMENTS F. ADJOURNMENT TBID 03.15.16 Page 003 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. TBID 03.15.16 Page 004 Atascadero TBID February 16, 2016 Page 1 of 6 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT ACTION MINUTES Tuesday, February 16, 2016 at 2:00 P.M. Atascadero City Hall - 6500 Palma Avenue, Club Room Atascadero, California CALL TO ORDER: Chairperson O’Malley called the meeting to order at 2:00 p.m. ROLL CALL: Present: Chairperson O’Malley, Board Members Alexander and Patel Absent: Vice Chairperson Sohi (arrived later) 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 Board Member Patel and seconded by Board Member Alexander to approve the agenda. Motion passed 3:0 by a roll call vote. PUBLIC COMMENT: None TBID 03.15.16 Page 005 ITEM NUMBER: A-1 DATE: 03/15/16 Atascadero TBID February 16, 2016 Page 2 of 6 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] MOTION: By Board Member Alexander and seconded by Board Member Patel to approve the Consent Calendar. Motion passed 3:0 by a roll call vote. 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 Deputy City Clerk Kudzma administered the Oath of Office to new Board Member Lindsey Ridgeway. Vice Chairperson Sohi arrived at 2:07 p.m. 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. Lauren Lekai from Paso Robles Wineries.net gave a presentation and answered questions from the Board. Destination Manager Diefenderfer asked that the information be sent to Verdin Marketing who will help make a recommendation to the Board at a later date. 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 Vice Chairperson Sohi expressed interest in having signage at the charging stations referring persons charging their vehicles to businesses downtown. There TBID 03.15.16 Page 006 ITEM NUMBER: A-1 DATE: 03/15/16 Atascadero TBID February 16, 2016 Page 3 of 6 was additional discussion regarding signage on the freeway alerting drivers of the electric charging stations located in town. Chairperson O’Malley asked that billboards be added to a future agenda. There was Board consensus to refer this item to staff for further review. 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 Board Member Alexander had additional information and asked that the Board reconsider participation in the Cow Parade. PUBLIC COMMENT: The following citizens spoke during Public Comment: Marie Ramey, Laure Carlisle, Annie Weyrich, Marie Roth. Chairperson O’Malley closed the PUBLIC COMMENT period. There was Board discussion. Chairperson O’Malley re-opened PUBLIC COMMENT. The following citizens spoke during Public Comment: Marie Ramey and Laure Carlisle. Chairperson O’Malley closed PUBLIC COMMENT. Chairperson O’Malley made a motion that was seconded by Board Member Alexander to allocate $3,000 toward this project, with $2,000 going toward the purchase of the cow and $1,000 to be leveraged with additional funds from the City to specifically target out of area folks. Board Member Patel asked that the maker consider amending the motion and there was further Board discussion. Chairperson O’Malley withdrew his motion and made a new motion. MOTION: By Chairperson O’Malley and seconded by Board Member Alexander to allocate $2,500 to purchase a cow and that the Board discuss the marketing dollars at a later date. Motion passed 5:0 by a roll call vote. TBID 03.15.16 Page 007 ITEM NUMBER: A-1 DATE: 03/15/16 Atascadero TBID February 16, 2016 Page 4 of 6 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. Deputy City Manager Banish gave the staff report and answered questions from the Board. PUBLIC COMMENT: The following citizens spoke during Public Comment: Linda Hendy and Annie Weyrich. Chairperson O’Malley closed the PUBLIC COMMENT period. There was Board consensus to lean toward a bigger presence in the publication and also coordinate with potential partners. There will be no participation in this upcoming issue – possibly next time with a full page integrated with other partners and a call to action item for tracking purposes. 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 Destination Manager Diefenderfer and Ashlee Akers from Verdin Marketing gave an update and answered questions from the Board. PUBLIC COMMENT: None. There was Board consensus to partner with the City and Chamber of Commerce on this opportunity. 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 Destination Manager Diefenderfer gave an update and answered questions from the Board. TBID 03.15.16 Page 008 ITEM NUMBER: A-1 DATE: 03/15/16 Atascadero TBID February 16, 2016 Page 5 of 6 PUBLIC COMMENT: The following citizens spoke during Public Comment: Linda Hendy, Annie Weyrich, and Tamrah Michael. Chairperson O’Malley closed the PUBLIC COMMENT period. There was Board consensus to move on with the RFP process. 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 Destination Manager Diefenderfer gave the staff report and answered questions from the Board. PUBLIC COMMENT: None The Board received and filed this update. 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 Deputy City Manager Banish gave the staff report. Deputy City Manager Banish, Destination Manager Diefenderfer and the consultants from Verdin Marketing answered questions from the Board. PUBLIC COMMENT: The following citizens spoke during Public Comment: Annie Weyrich and Linda Hendy. Chairperson O’Malley closed the PUBLIC COMMENT period. TBID 03.15.16 Page 009 ITEM NUMBER: A-1 DATE: 03/15/16 Atascadero TBID February 16, 2016 Page 6 of 6 There was Board consensus to have staff prepare a TBID screening packet for vendors and events. 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 Chairperson O’Malley welcomed Lindsey Ridgeway and she gave brief comments about joining the Board. 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 Deputy City Manager Banish let the Board know this will be going to City Council on the February 23rd agenda. b. SEO Keyword Update for www.VisitAtascadero.com c. Results of SF Chronicle Placement 5. Budget Report – Amanda Diefenderfer 6. Marketing Update – Verdin Marketing a. Verdin Marketing Monthly Report Verdin Marketing gave a brief presentation and answered questions. Chairperson O’Malley suggested that Verdin’s presentation be moved earlier on future agendas. E. BOARD MEMBER COMMENTS F. ADJOURNMENT Chairperson O’Malley adjourned the meeting at 4:37 p.m. MINUTES PREPARED BY: Lori M. Kudzma, Deputy City Clerk TBID 03.15.16 Page 010 ITEM NUMBER: A-1 DATE: 03/15/16 TBID 03.15.16 Page 011 ITEM NUMBER: B-1 DATE: 03/15/16 TBID 03.15.16 Page 012 ITEM NUMBER: B-1 DATE: 03/15/16 TBID 03.15.16 Page 013 ITEM NUMBER: B-1 DATE: 03/15/16 TBID 03.15.16 Page 014 ITEM NUMBER: B-1 DATE: 03/15/16 TBID 03.15.16 Page 015 ITEM NUMBER: B-1 DATE: 03/15/16 TBID 03.15.16 Page 016ITEM NUMBER: B-2DATE: 03/15/16 Cider Festival Updates •May 7, 2016 - 5 – 8:30 pm •Atascadero Lake Pavilion •Chef Jeffery Scott, Vineyard Events •Festival Announcement – March 2 •Press Release •Paso Robles Daily News •A-Town News •Liquid Lunch on KRUSH Radio •SLO Tribune •KSBY •Wine Industry Network •Media interest is growing •Visit Atascadero – consider opportunity to host media for the festival weekend •Recent media coverage – 3/8 NBC Bay Area News, Worth the Trip http://www.nbcbayarea.com/blogs/worth-the-trip/ •Feature 15 + cider vendors from across the Central Coast •Bristols, Tin City, Reef Points, Scar of the Sea, Jean Marie, See Canyon TBID 03.15.16 Page 017ITEM NUMBER: B-2DATE: 03/15/16 TBID 03.15.16 Page 018ITEM NUMBER: B-2DATE: 03/15/16 Cider Festival Marketing Updates • Tickets on Sale – March 15 • $50 Tickets – March 15 – 31, 2016 • $60 – April 1 – Until Sold Out • Media partnership – AGM Radio • www.CentralCoastCiderFestival.com • Email List – Growing • Social Media Channels • Facebook: CentralCoastCiderFestival • Twitter: CCCiderFest • Verdin – Collaboration for social media, eblasts, calendar of events, etc. • City of Atascadero – banner, website, etc. TBID 03.15.16 Page 019ITEM NUMBER: B-2DATE: 03/15/16 Cider Festival Updates • Atascadero Economic Foundation – MOU – Complete • Insurance – Complete • City Contract – Working with Terrie on contract • Sponsorships – discussing with other complementary partners TBID 03.15.16 Page 020ITEM NUMBER: B-2DATE: 03/15/16 Cider Festival Next Steps • Finalize Cider Producers • Logistics • Event Décor/layout • Sponsorship commitments • Shuttles – confirm route and schedule for Atascadero Hotels • Volunteer recruitment • Questions? TBID 03.15.16 Page 021ITEM NUMBER: B-2DATE: 03/15/16 3/8/16, 9:40 PMNew: Central Coast Cider Festival | NBC Bay Area Page 1 of 3http://www.printthis.clickability.com/pt/cpt?expire=&title=New%3A+Ce…%2Fworth-the-trip%2FNew-Central-Coast-Cider-Festival-371332551.html THAT AMBER, APPLE-Y BREW: The Golden State is rich in gold-libation'd gatherings that put the focus on foam, as in beer, as in the best quality brews that are staples of California's top-notch craft breweries. But another brew is on the rise-and-rise, a distinct but friendly cousin, if you will, to ale, but with whole fruit- Powered by New: Central Coast Cider Festival Try a host of tawny elixirs in Atascadero in early May. By Alysia Gray Painter Central Coast Cider Festival Try a host of tawny elixirs in Atascadero in early May. TBID 03.15.16 Page 022 ITEM NUMBER: B-2 DATE: 03/15/16 3/8/16, 9:40 PMNew: Central Coast Cider Festival | NBC Bay Area Page 2 of 3http://www.printthis.clickability.com/pt/cpt?expire=&title=New%3A+Ce…%2Fworth-the-trip%2FNew-Central-Coast-Cider-Festival-371332551.html forward profile. It's cider of which we speak, that apple-amazing, powerful-to-the- palate beverage that isn't just a deeper drink for autumn or winter. If beautiful core- centered, seed-sweet apples are about, it is time for cider, whether the calendar says it is fall or spring. A spring fling of the most flavorful sort is just ahead, in Atascadero. If the notion of hard cider plus the pretty Central Coast town make you think of Bristols Cider, well, you've raised the right glass: Neil Collins, the cider pro behind Bristols, wanted "to celebrate the local cider movement," on that continues to grow as wineries step beyond the grape and get to know the many sippable sides to the apple. Mr. Collins is also a vintner at Lone Madrone and Table Creek, so call the Central Coast Cider Festival, which will happen on Saturday, May 7, a treat for those gourmands of both vino and beverages that began with something sweet plucked from the branch of a tree. The pre-sale begins on... MARCH 15, when tickets'll go for fifty bucks (the end date on that deal is April 1). After the first of April, tickets are available for sixty dollars. That ticket will put you front-and-center before about 15 to 20 regional cider makers, including Tin City Cider of Templeton, not to mention Scar of the Sea and See Canyon. The Atascadero Lake Pavilion is the place, and a traditional pig roast, with Chef Jeffrey Scott of Vineyard Events at the helm, will lend the day its centerpiece feast. Music, that Atascadero charm, and apple-y bevs that would do California's craft brews and fine wines proud will fill the first Saturday in May, a day that's quite far from fall (further proving that a stellar cider is a year-round sip). Published 6 hours ago Copyright NBC Owned Television Stations Find this article at: TBID 03.15.16 Page 023 ITEM NUMBER: B-2 DATE: 03/15/16 ! ! !FOR!IMMEDIATE!RELEASE!! ! MEDIA!CONTACT! Joel!Peterson,!Solterra!Strategies! 805?610?2204,!joel@solterrastrategies.com!! ! New$Central$Coast$Cider$Festival$Debuts$in$Atascadero$on$May$7$ Pre$Sale$Savings$Begins$March$15$ $ March!2,!2016!(Atascadero,!CA)!–!Cider!producers!on!California’s!Central!Coast!announced!a!new! festival!to!be!held!Saturday,!May!7!at!the!Atascadero!Pavilion!on!the!Lake.!The!Central!Coast!Cider! Festival,!a!vision!of!Neil!Collins,!co?owner!of!Bristols!Cider,!is!dedicated!to!celebrating!the!local! cider!movement,!a!complement!to!the!area’s!fine!wine!country.!A!partnership!with!Visit!Atascadero,! the!local!tourism!board!and!the!City!of!Atascadero!provided!a!three?year!commitment!to!launch!the! new!festival!embracing!the!cider!movement.!Presale!savings!for!attendees!begins!March!15.!Tickets! are!available!for!$50!until!April!1!when!they!go!up!to!$60.!Space!is!limited!for!the!inaugural!event.!! ! The!cider!revolution!happening!across!America!is!growing!at!a!tremendous!rate!with!cider!sales! now!accounting!for!more!than!one?percent!of!all!sales!in!the!vast!beer!category.!Locally,!it’s!all! about!winemakers!making!cider!to!embrace!the!trend.!Collins,!a!winemaker!for!Lone!Madrone!and! Tablas!Creek!wanted!to!make!a!hard!cider!reminiscent!of!the!traditional!beverage!of!his!homeland,! Bristol!–!located!in!the!West!Country!of!England.!Andrew!Jones,!winemaker!of!Field!Recordings!is! the!co?owner!and!cider!maker!of!Tin!City,!a!new!cider!product!that!hit!shelves!in!2015.!! ! “I’ve!been!making!cider!since!1994!then!in!2014!we!saw!the!trend!taking!off!which!led!to!our! expanded!production!facility!and!Bristols!Cider!House!tasting!room!in!Atascadero,”!said!Collins.! “We!moved!in!just!in!time!for!2014!harvest!and!found!ourselves!expanding!in!2015!to!a!second! space!next!door!giving!us!more!than!5,000!square!feet!of!production!space.”!! ! Tin!City!Cider!is!opening!a!new!expanded!space!in!Templeton’s!Tin!City!in!spring!2016.!The!new! Central!Coast!Cider!Festival!will!feature!15?20!cider!producers!each!with!his/her!own!unique!story.! Producers!who!have!already!signed!up!for!the!inaugural!event!include:!Bristols,!Jean!Marie,!Reef! Points,!Scar!of!the!Sea,!See!Canyon!and!Tin!City.!Producers!interested!in!participating!should! contact!Jennifer!Bravo!with!Solterra!Strategies.!! ! The!cider!revolution!is!happening.!The!new!Central!Coast!Cider!Festival!is!a!culmination!of!this!craft! beverage!giving!attendees!a!great!opportunity!to!taste!a!variety!of!ciders,!meet!the!cider!makers,! enjoy!a!traditional!pig!roast!prepared!by!Chef!Jeffrey!Scott!of!Vineyard!Events,!listen!to!live!music! and!enjoy!the!community!of!Atascadero.!! ! Date:!!!Saturday,!May!7!at!5!pm! Location:!!Atascadero!Lake!Pavilion!! Tickets:!!Pre!Sale!–!March!15?31;!$50;!April!1!–!$60! Website:!!www.centralcoastciderfestival.com!! Social!Media:!!Facebook:!Central!Coast!Cider!Festival!! Twitter:!CCCiderFestival!https://twitter.com/CCCiderFestival!! Instagram:!CCCiderFestival!https://www.instagram.com/ccciderfestival/!! TBID 03.15.16 Page 024 ITEM NUMBER: B-2 DATE: 03/15/16 ! ! About$Visit$Atascadero:!! Atascadero,!CA!is!located!midway!between!Los!Angeles!and!San!Francisco!along!the!famed!Highway! 101.!Conveniently!located!near!all!San!Luis!Obispo!County!has!to!offer,!Atascadero!hosts!the!best!of! the!Central!Coast!with!its!strong!historical!roots,!sweeping!pastoral!vistas!and!Americana!charm.! For! more! travel! information! visit!www.visitatascadero.com!or! follow! Atascadero! on!Facebook,! Twitter!and!Instagram.!! ! #!#!#! TBID 03.15.16 Page 025 ITEM NUMBER: B-2 DATE: 03/15/16 ATBID Protocol for Reimbursing Accommodation Support ACCEPTED: October 20, 2015 Goal: Make hosting outreach as convenient and productive as possible while giving ATBID members the opportunity to showcase their property through media and promotional opportunities. Media Hosting Opportunity Outreach: 1. Send media hosting opportunity through eBlast resource to all accommodations. If the situation allows, request that hoteliers respond within three business days of the release of the opportunity. Request 20% off rack rate or comp rooms. 2. Destination Manager to receive list of offers and rates and will choose a hosting property based on comp vs. reduction of rack rate, previously awarded opportunities and story angle which property is best fit. 3. Destination Manager to maintain a list of awarded opportunities so as to answer any retrospective inquiries about the selection process. Hosting Informational Guidelines: 1. Property to be provided with media hosting form that includes full media contact information and media instructions/guidelines. 2. Hosting property may send hotel confirmation to journalist along with a brief introduction. 3. Possible coordination of property tour with a manager position should the situation allow and be a good fit. TBID 03.15.16 Page 026 ITEM NUMBER: B-3 DATE: 3/15/16 2015-16 Marketing Plan Event Guidelines & Update ATBID Board Meeting March 15, 2016 TBID 03.15.16 Page 027ITEM NUMBER: B-6DATE: 03/15/16 Coraggio Tourism & Promotion Game Plan Event Tier Review TBID 03.15.16 Page 028ITEM NUMBER: B-6DATE: 03/15/16 Event Tier Guidelines - ATBID Tier 1 Events: Large Signature Events ◦ Multi day stay (2+ days) ◦ Draws People from outside the county ◦ Supports vision and goals of ATBID ◦ Significant ROI ◦ 5000+ people ◦ Established Event ◦ ATBID Focus ◦ Examples: Cruisin’ Weekend expansion of “Dancing in the Streets”, Atascadero Wine Festival TBID 03.15.16 Page 029ITEM NUMBER: B-6DATE: 03/15/16 Event Tier Guidelines - ATBID Tier 2 Events: Signature Event ◦ Single Day with potential for Multi Day (1-2 days) ◦ Draws People from outside the city ◦ Supports vision and goals of ATBID and City ◦ Positive ROI ◦ 400- 5000 people ◦ Established or a New Event ◦ ATBID Focus ◦ Examples: Cider Festival, Tamale Festival TBID 03.15.16 Page 030ITEM NUMBER: B-6DATE: 03/15/16 Event Tier Guidelines - ATBID Tier 3 Events: Single Day Events ◦ Single Day Event ◦ Draws People visiting the county as well as local and county residents with the potential to spend the night in a hotel in the future ◦ Supports vision and goals of ATBID and City ◦ Positive ROI ◦ 400-1000 people ◦ Established or a New Event or a One Time Event ◦ ATBID Potential ◦ Examples: Brew at the Zoo, Cow Parade, Community labeled events like Tuesday BBQ in the Park TBID 03.15.16 Page 031ITEM NUMBER: B-6DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM MARKETING ANNUAL REVIEW ATBID MARKETING MARCH 2015 – FEBRUARY 2016 March 7, 2016 SUMMARY Verdin began working with the Atascadero Tourism Business Improvement District (ATBID) in March 2015 and since then this partnership has made tremendous strides forward in marketing Atascadero to visitors. In collaboration with the city, new branding was developed after a long, thoughtful process, which included a new logo, brand guidelines and clear messaging. The implementation of the new brand was rolled out through advertising, social media and public relations. GOALS Verdin’s goal was to create and implement a marketing strategy to position Atascadero as a desirable destination on the Central Coast. 1. Increase overnight stays in Atascadero, for hotel/motel accommodations. 2. Build Atascadero, California brand awareness. 3. Target new visitors to engage in programs and increase awareness. STRATEGIES Marketing Plan A Marketing Plan was created for the destination outlining key goals, metrics, tactics and research. 1. Outline of personas a. Identified target audience both geographic markets i. Bay Area, Los Angeles, Central Valley b. Behavioral markets i. Millennials, families, retirees, couples and “bleisure” travels (business/leisure travel) 2. Creative concepts, messaging and points of differentiation 3. Brand Blueprint - A brand blueprint was created as an internal guideline for all outward destination communications TBID 03.15.16 Page 032 ITEM NUMBER: B-7 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 Identity and Branding Verdin assessed old branding and made recommendations on how to more accurately represent Atascadero. 1. New logos created for regional and out of town marketing 2. Tagline created – “Simply Genuine” 3. Brand guidelines created – Appendix A a. Font selections b. Proper use of logos 4. Internal Brand Tone sheet for use in all online communications – Appendix B 5. Established icons and treatments for branded social media posts Advertising Verdin created and launched two marketing campaigns during the shoulder season. The first campaign, for Quarter 4 2015, was “California as it used to be,” a general introduction to Atascadero to our target audiences. The second advertising campaign for Quarter 1 2016 was the “101 Road Trip.” Verdin also created print ads for Savor, the SF Chronicle, Visit SLO County Visitors Guide and Access Publishing’s Visitor Guide. DIGITAL ADVERTISING The digital media outlets used for both campaigns were Facebook, Trip Advisor and Pandora. QUARTER 4 – 2015 TBID 03.15.16 Page 033 ITEM NUMBER: B-7 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 3 QUARTER 1 – 2016 PROMOTION Verdin is currently running the 101 Road Trip contest for Q1 advertising. The contest has three different creative aspects (see above) each targeting separate demographics: couples, families and group travelers. The contest is being promoted through social media, Facebook ads and the monthly e-newsletter. The goal of the contest is to collect email contacts for the e-newsletter list. We currently have 226 entries. The contest prize is a $500 value including two nights of winner's choosing (via http://www.visitatascadero.com/lodging), and a gift card for the remaining amount from the $500 total (e.g. if two night stay is $300, a $200 gift card will be included). Prize will be awarded on or about May 7, 2016 and must be used by winner no later than July 31, 2016. PRINT ADVERTISING The print publications were Vintages Magazine (Savor), the SF Chronicle, Visit SLO County Visitors Guide and Access Publishing’s Visitor Guide. TBID 03.15.16 Page 034 ITEM NUMBER: B-7 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 4 DIGITAL METRICS Facebook Advertising November 2015–February 2016 1. Total Impressions: 301,931 2. Total clicks to website: 7,397 3. Average Click Through Rate: 2.46% Trip Advisor December 2015–February 2016 1. Total Impressions: 203,838 2. Total clicks to website: 265 3. Average Click Through Rate: .14% Pandora December 2015–February 2016 1. Total Impressions: 1,177,521 2. Total clicks to website: 3,769 3. Average Click Through Rate: .62% TBID 03.15.16 Page 035 ITEM NUMBER: B-7 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 5 Social Media Verdin executed a robust social media strategy using Facebook, Instagram and Twitter. The below summary is for activity from July 2015–February 2016. FACEBOOK 1. Facebook Fans: Increased fans by 1,209 (3,398 v. 4,607) 2. Total Referrals: 3,371 3. Total Reach: 40,186 4. Average Engagement Rate: 8% INSTAGRAM We created a branded Instagram page and engaged with a total of 185 followers and followed relevant travel bloggers, writers and influencers. TWITTER Our strategy for Twitter is to post events, activities and promotions between 4–5 times per week. We have gained 75 new followers since July 2015. TBID 03.15.16 Page 036 ITEM NUMBER: B-7 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 6 Website Verdin began updating the VisitAtascadero.com website in July 2015. Below is a summary of activities through February 2016. 1. Full website assessment with recommendations on SEO and content enhancements 2. Background color and logo based on new brand 3. Updated restaurant listings 4. Added 101 Road Trip contest landing page METRICS 1. Total Traffic to Site: 28,416 2. Total Mobile Visits: 12,389 3. Total Desktop Visits: 11,947 4. Total Unique Visitors: 25,485 5. Top Geographic Referrals a. September 2015: Atascadero, San Francisco, Los Angeles, San Luis Obispo, Paso Robles b. February 2016: San Francisco, Los Angeles, Atascadero, San Luis Obispo, Sacramento TBID 03.15.16 Page 037 ITEM NUMBER: B-7 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 7 Public Relations PRESS RELEASES Verdin sent two press releases the first, in October 2015, as a general introduction to Atascadero to travel writers and the second, in February 2016, with a romantic angle highlighting activities for couples. Received coverage from two travel sites, Luxurystandard.com and Minnesota Girl in the World travel blog. MEDIA RELATIONS Verdin sent responses to the media interested in writing about Atascadero and put writers through a vetting process for potential FAM visits in Atascadero. Verdin also managed reactive pitches for Atascadero when opportunities arose. E-newsletter Verdin created an e-newsletter template and began distribution December 2015. Below are all activities through February 2016. 1. Crafted and distributed monthly e-newsletters content, promotions and images 2. 2,000 recipients to date 3. Average open rate: 20.6% (Industry avg. 16.6%) 4. Average click through rate: 5.2 % (Industry avg. 1.8%) TBID 03.15.16 Page 038 ITEM NUMBER: B-7 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 8 APPENDIX A TBID 03.15.16 Page 039 ITEM NUMBER: B-7 DATE: 03/15/16 Brand Identity Guidelines OCTOBER 2015 TBID 03.15.16 Page 040 ITEM NUMBER: B-7 DATE: 03/15/16 2 Become a Visit Atascadero brand ambassador. The two most important ingredients of a successful brand identity are consistency and time. Your new brand identity is warm, classic and friendly with a color palette reflective of the vibrant feel of the location it serves. The following guidelines will help you build and maintain your new brand identity, helping you make choices that, with time, will solidify your brand. TBID 03.15.16 Page 041 ITEM NUMBER: B-7 DATE: 03/15/16 BRAND IDENTITY STANDARDS Visit Atascadero Logo Full Color The full color Visit Atascadero logo should be used as often as possible to build a strong brand identity. Black 8se this version of the logo when it is represented at very sPall si]e under . in. :henever possible please defer to the other options. Grayscale Use this logo when printing in black and white, for example, in a newspaper publication. Full Color Reverse 8se this logo when the logo is placed over a darN background. This is the second most preferred logo option. White ,f the logo is ever placed on a darN bacNground or darN photo and the full color reverse logo doesnot worN the white version of the logo could be used. ,n all other scenarios, defer to the full color or full color reverse versions to properly coPPunicate warPth and friendliness of the Visit Atascadero brand.PREFERRED TBID 03.15.16 Page 042 ITEM NUMBER: B-7 DATE: 03/15/16 4 Logo Visit Atascadero—California 8se the p&aliforniaq version on Paterials with potential to be seen from out of San Luis Obispo County. This is important in establishing Atascadero as a classic California town. Visit Atascadero—Simply Genuine The p6iPply *enuineq version is for use on materials that will be seen within San Luis Obispo County to properly express the personality of the Visit Atascadero brand to SLO County residents who are already familiar with Atascadero. Variations There are two versions of the 9isit $tascadero logo. The logo usage guidelines as e[plained on the previous page apply to both versions. /ogo usage for these two versions is e[plained below. TBID 03.15.16 Page 043 ITEM NUMBER: B-7 DATE: 03/15/16 BRAND IDENTITY STANDARDS Visit Atascadero Logo White Space When placing the logo with other artwork, please maintain a padding of white space around the logo the height of the “A” all the way around the logo. No image or other text should extend into this padding. Enough white space around logo Crowded by elements CORRECT INCORRECT TBID 03.15.16 Page 044 ITEM NUMBER: B-7 DATE: 03/15/16 6 Logo Logo Sizing The minimum sizes below show the smallest size the Visit Atascadero logos should be used. Logo Usage $lways use 9isit $tascadero logos in their original proportions and never stretch the logos. To Neep the integrity of the logo design never alter color shape or elePent. Angled Incorrect colors 6tretched vertically Altered logo integrity Stretched horizontally INCORRECT FULL COLOR ONE COLOR.35” height .5” height CORRECT TBID 03.15.16 Page 045 ITEM NUMBER: B-7 DATE: 03/15/16 BRAND IDENTITY STANDARDS Visit Atascadero Logo Backgrounds 6oPetiPes the logo will be placed over iPages or visually coPple[ bacNgrounds. $lways make sure the logo can be easily seen. The full color logo is preferred, but the full color reversed logo is acceptable over photos if there is enough contrast so can be easily seen. The left column shows incorrect logo usage, the right column shows correct usage. TBID 03.15.16 Page 046 ITEM NUMBER: B-7 DATE: 03/15/16 8 Typefaces Sans Serif Ubuntu - all styles are acceptable for use in copy, headers, subheads, display styles. Use “Regular” for body copy. Serif Lora - all styles are acceptable for use in copy, headers, subheads, display styles. Use “Regular” for body copy. All of the brand typefaces can be downloaded from http://www.google.com/webfonts and are free for personal or commercial use. See bottom of page for an example of how the fonts can be used together. Header Example SUBHEAD EXAMPLE +iciaP voluptas siPusdanto voluptatet aceperio teP Tuo dolora doluptatet volestibus aliTuat lant elianduntior si aut oƯciusdae e[cero Tue volupta testiuP antiis ipsaP oPnitiuP Tuodi occus dus dolor Podiat a niaeruP estia dipsapis reptasped ullaP Tuis sero Paio. (t autePporibus dolupta tiuriberis aute voluptaTui res si veniandit totas PodipsuP sapic totat optae. 1aP aut et oPPoloruP labo. (t Polupta pe eturia vellore ptiunt volupta nissecto beat TuaP ipsaPe voluptatur re neP TuissitiuP lat harunt. TBID 03.15.16 Page 047 ITEM NUMBER: B-7 DATE: 03/15/16 BRAND IDENTITY STANDARDS Visit Atascadero E.G. Lewis Red PANTONE 7417C C 1 | M 83 | Y 85 | K 0 R 224 | G 78 | B 57 HTML #E04E39 True Blue Denim Blue Sky Blue Gold Stone Earth Color Palette E.G. Lewis Red and True Blue are the two primary colors in the Visit Atascadero color palette. Denim Blue, Sky Blue, Stone and Earth are secondary colors that are used to support the priPary colors. 6tone should never be used for copy. )or body copy only use 90% black. Secondary Colors Primary Colors PANTONE 7697C C 76 | M 34 | Y 21 | K 09 R 78 | G 138 | B 160 HTML #4E87A0 PANTONE WARM GRAY 1 C 3 | M 3 | Y 6 | K 7 R 215 | G 210 | B 203 HTML #D7D2CB PANTONE WARM GRAY 5 C 11 | M 13 | Y 16 | K 32 R 172 | G 163 | B 154 HTML #ACA39A PANTONE 7545C C 58 | M 32 | Y 18 | K 54 R 66 | G 85 | B 99 HTML #425563 PANTONE 544C C 27 | M 4 | Y 1 | K 1 R 189 | G 214 | B 230 HTML #BDD6E6 PANTONE 143C C 0 | M 32 | Y 87 | K 0 R 241 | G 180 | B 52 HTML #F1B434 TBID 03.15.16 Page 048 ITEM NUMBER: B-7 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 9 APPENDIX B TBID 03.15.16 Page 049 ITEM NUMBER: B-7 DATE: 03/15/16 ATASCADERO: AT A GLANCE Imagery Tone Notes YES Down-home Local Salt of the Earth Warm Friendly Welcoming Casual NO Pretentious Sarcastic Quirky Tongue-in-cheek Weird Cheesy YES Compelling High quality People engaging in activities NO Low quality Unprofessional Obvious photoshopping • Only link to city site if absolutely necessary. Otherwise, link to visitatascadero.com 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.TBID 03.15.16 Page 050ITEM NUMBER: B-7DATE: 03/15/16 02.08.2016 ATBID PROPOSAL PO BOX 4310 • PASO ROBLES • CALIFORNIA • 93446 p 805.434.9994 • f 805.434.9995 • WWW.CLEVERCONCEPTS.NET Terrie Banish Atascadero Tourism Business Improvement District 6904 El Camino Real Atascadero, CA 93422 Dear Terrie, Thank you for the opportunity to present a proposal for the design and development of the VisitAtascadero.com web site. INTRODUCTION Clever Concepts is a high-end web development company based in Paso Robles, CA. We specialize in custom web sites that look professional, are functional, and fully meet each clients’ needs and expectations. Clever Concepts was started in 1998. We have since created nearly 1,000 web sites. When you choose Clever Concepts you are guaranteed excellent programming, design, and customer service. Our team is comprised of: Dennis Clevenger - Dennis is responsible for all of the business dealings of the business and handles the majority of interaction with the customer. He also handles all of the programming of the web sites. Dennis has been building web sites since 1994. He graduated from Cal Poly with a degree in Graphic Communication in 2000. He lives in Templeton with his wife, Jeni, and daughters, Ella and Emma. Nolan Henderson - Nolan is responsible for creating the design and ensuring it maintains his original vision throughout the web development process. Nolan has been designing web sites since 2006. He graduated from Cal Poly with a degree in Graphic Communication in 2007. He lives in Atascadero with his wife, Rebecca, and daughters, Abigail and Annabella. While our team only consists of two people, our process has been reﬁned over the years to allow us to be extremely productive and efficient. We work right along side each other and are constantly looking out for each other to ensure we deliver the best product possible. We do not outsource any of the development of the web site. PORTFOLIO Our portfolio can be found online at: TBID 03.15.16 Page 051 ITEM NUMBER: D-2 DATE: 03/15/16 02.08.2016 ATBID PROPOSAL PO BOX 4310 • PASO ROBLES • CALIFORNIA • 93446 p 805.434.9994 • f 805.434.9995 • WWW.CLEVERCONCEPTS.NET http://www.cleverconcepts.net/portfolio/ Some similar projects that we have created include: Atascadero Chamber of Commerce - http://www.atascaderochamber.org/ Paso Robles Wine Country Alliance - http://www.pasowine.com/ Temecula Valley Winegrowers - http://www.temeculawines.org/ Note: these web sites are a few years old and do not represent the latest in design trends, mobile viewing, etc. Examples of some more recent web sites include: Hope Family Wines - http://www.hopefamilywines.com/ Paderewski Festival - http://www.paderewskifest.com/ Luna Red - http://www.lunaredslo.com/ LAYOUT AND DESIGN The design and layout of the web site will be the ﬁrst step of the project. In order to design the site, Clever Concepts will need copies of any current promotional materials, logo(s), photos, and other materials in order to get a feel of the image you are looking for. We will set up a time to discuss the design and get a feel for your organization. The design will be clean, professional and will be both information and visual appealing. It will be designed to be responsive so it will nicely display on all devices. It will contain an area for social links, mailing list signup, and any other items you want to feature on all pages. A basic layout will be created and reviewed before development of the content begins. The design process includes one major revision and 5 minor revisions. A major revision is deﬁned as completely disregarding the initial design and developing a new one. A minor revision is deﬁned as a change of colors and fonts, rearranging design elements, and other minor changes. Clever Concepts will work in close contact with you throughout the design process to ensure your complete satisfaction. CONTENT We will work with you to determine the best organization of the web site. We will use the existing VisitAtascadero.com web site as a starting point and plan for the best organization of the information. We will populate all of the initial web site content, delivering you a 100% complete web site. Content can either be taken from the current web site or new content can be supplied electronically. TBID 03.15.16 Page 052 ITEM NUMBER: D-2 DATE: 03/15/16 02.08.2016 ATBID PROPOSAL PO BOX 4310 • PASO ROBLES • CALIFORNIA • 93446 p 805.434.9994 • f 805.434.9995 • WWW.CLEVERCONCEPTS.NET CONTENT MANAGEMENT SYSTEM We have a solid reputation of building completely custom Content Management Systems (CMS) for our customers. Many customers come to us after having used other CMS tools that are too complex. We highly recommend a custom CMS so we can build out tools that perfectly ﬁt your web site needs. If a custom CMS is not desired, we also are happy to build the site in WordPress. We will set up a meeting to demonstrate our tools and compare them to WordPress to allow you to make an informed decision on the approach that will work best for your organization. Based on going with a custom CMS, the below custom tools will be created: BASE CONTENT MANAGEMENT SYSTEM The base installation of our CMS drives all of the navigation and static content on the web site. You will be able to add, edit, and delete pages. The CMS also allows you to deﬁne URLs for pages, page titles, and meta data, all of which are important for your search engine visibility. Each page will also likely have a header photo and the CMS will allow you to easily manage the header photos. You will be able to deﬁne if pages should show in the main navigation, subnavigation, and any other navigational elements the site ends up having. To edit the content of each page, we will set up a web-based WYSIWYG web page editor that works on Internet Explorer, Firefox, Chrome and Safari and functions much like Microsoft Word. The web page CMS will be used for all of the web pages that have what we call “static content”, which is content that’s not necessarily suited to go in to a database. For pages that are suited to be database-driven, we will create additional custom tools to easily manage these pages as outlined below. HOME PAGE SLIDESHOW The home page will likely feature a slideshow of images, possibly with some content overlaid on them and a link to another page. We will create an administration tool to allow you to easily add, delete and sort the slides. Slides will be able to be ﬂagged as hidden so you can archive slides and easily re-enable them later. BUSINESS LISTINGS A good portion of the web site will be business listings for lodging, dining and beer and wine. We will create a custom business listing system to drive these section. The business listings tool will allow you to deﬁne 2 levels of categories. Each category will be able to have an unlimited number of businesses within it. Each business will have various TBID 03.15.16 Page 053 ITEM NUMBER: D-2 DATE: 03/15/16 02.08.2016 ATBID PROPOSAL PO BOX 4310 • PASO ROBLES • CALIFORNIA • 93446 p 805.434.9994 • f 805.434.9995 • WWW.CLEVERCONCEPTS.NET information associated with it, include: • Name • Address • Phone • Fax • Web Site • Email • Description • Photo Each listing can have events associated with them. Each event will have a name, start date, optional end date (for multi- day events), and description. We will likely set up the web site to have events hide after they pass. We can also have the current/latest events show up on the home page to keep it fresh. Each listing can also have promotions associated with them. Each promotion will have a name, start date, end date, and description. We will have promotions disappear after they are over. We can also have a random promotion featured on the home page to keep it fresh. NEWS The web site will likely feature a page for news or press. The news section will be driven by a custom CMS tool. There will be a title, date, short description/teaser, and either a link to a ﬁle, another URL or additional content. News will display chronologically with the latest news item ﬁrst. We can also have the latest news show up on the home page to keep it fresh. TWITTER FEED We will integrate a custom Twitter feed in to the home page. It can either pull from a speciﬁc twitter account or a search term. MAILING LIST We will integrate a third party mailing list service in to the web site. We recommend MailChimp but can work with any service. Each page will feature a simple mailing list sign-up form to help drive people to join the mailing list. TBID 03.15.16 Page 054 ITEM NUMBER: D-2 DATE: 03/15/16 02.08.2016 ATBID PROPOSAL PO BOX 4310 • PASO ROBLES • CALIFORNIA • 93446 p 805.434.9994 • f 805.434.9995 • WWW.CLEVERCONCEPTS.NET EMAIL TEMPLATE We will design an email template that is a slimmed down version of the web site design. We will test the email template in all major email clients to ensure it looks as best as possible on that email client. For the purpose of this proposal, the email design will consist of one editable content area. We will create an administration tool to allow you to easily create your own email blasts. You will be able to edit the content of the email template and our system will take that template and place it in to the email template design. You will then be able to import that email blast in to the mailing service of your choice. We will train you on the process of creating the email blast and loading it in to the mailing list service. MOBILE The web site will be built the be responsive so it will adapt to all device sizes and display nicely on mobile devices. PRINT We will set up print styles so that when you print a page, it will remove unnecessary elements such as navigation items. ADA COMPLIANCE We will design and program the web site to be ADA compliant. We have experience with building Section 508 compliant web sites and will either adhere to those standards or the web site standards of your choice. REDIRECTS We will set up a tool to allow you to deﬁne 301 redirects, which are important for your search engine presence. URLs of pages may change with the new web site, so to maintain your search engine rankings, we will set up a 301 redirect to redirect the old URL to the new URL. ANALYTICS We recommend Google Analytics, which is a free web analytics service provided by Google and is the industry standard. PROGRAMMING The web site will be hand-coded using a combination of HTML, CSS, Javascript, and PHP. The web pages will be valid XHTML 1.0 Transitional. TBID 03.15.16 Page 055 ITEM NUMBER: D-2 DATE: 03/15/16 02.08.2016 ATBID PROPOSAL PO BOX 4310 • PASO ROBLES • CALIFORNIA • 93446 p 805.434.9994 • f 805.434.9995 • WWW.CLEVERCONCEPTS.NET CONSULTATION Throughout the entire project, we will make recommendations on your web site that we see would be in your best interest in terms of design, content, functionality, usability, and search engine optimization. TRAINING We will set up a meeting to train on the tools we create so that you can maintain the web site yourself. We will also advise you on techniques to help with your search engine visibility. This training session should take approximately 2 hours. OWNERSHIP You will own the license to all the software used on the web site for the life of the web site. The software can not be shared, distributed or resold to other parties. GUARANTEE While we do our best to deliver a 100% functional web site, bugs are bound to happen. As long as we host the web site, we guarantee all of our work and will ﬁx any problems that were 100% our mistake for the life of the site. We can not, however, guarantee any browser functionality for web browsers that are released after the completion of the web site. The site will be tested on Internet Explorer 8-11, Microsoft Edge, Firefox, Safari and Chrome. WEB HOSTING We work exclusively with Unix-based servers running Apache, PHP, and MySQL. The web site will need to be hosted on a Unix server with Apache, PHP and MySQL installed. While we do not require you to host the web site with us, it is recommended as it is much easier for us to diagnose problems with the site on our own servers. Clever Concepts provides web hosting solely for our web development customers. We have redundant Dell PowerEdge servers in our private cabinet at Digital West in San Luis Obispo, CA. We run Redhat Enterprise Linux with Apache/PHP/ MySQL. Data is backed up daily and weekly. The base web hosting package is priced at $37.95/month. Web statistic reports are provided. 1 GB of bandwidth is provided each month. Additional bandwidth is $5/GB. Shared SSL usage is $5/ month. Dedicated SSL usage is $30/month. TBID 03.15.16 Page 056 ITEM NUMBER: D-2 DATE: 03/15/16 02.08.2016 ATBID PROPOSAL PO BOX 4310 • PASO ROBLES • CALIFORNIA • 93446 p 805.434.9994 • f 805.434.9995 • WWW.CLEVERCONCEPTS.NET MAINTENANCE/UPDATING While we will provide tools for you to easily maintain the content on the site, we are also available for maintenance. We take pride in offering very responsive maintenance service. Updates are typically completed with 24 hours. Maintenance is charged at $120/hour with a 15 minute minimum. We typically don’t establish maintenance contracts with our customers as our CMS tools are very intuitive, allowing our customers to do all of the maintenance themselves. Most customers only rely on us to help add new functionality to their web site. If a maintenance contract is desirable, we will work with you to determine your estimated number of hours required each month and will price the maintenance based on a $100/hour rate. TIMELINE This project can be completed within 8-10 weeks of agreement and delivery of materials. Development will be completed in individual steps to ensure that the ﬁnal product meets your expectations. COST AND TERMS The cost of the project is $28,000. 25% is to be provided up-front, 25% upon design approval, 25% upon build out of design and CMS tools, and remaining 25% upon completion of the project. Any additional development outside this scope of work will be charged at $100 per hour. An invoice will be presented upon completion of the project and payment is in Net 15 terms. CONCLUSION We look forward to working with you on this exciting project. If you have any questions regarding this proposal, please feel free to contact us by email at dennis@cleverconcepts.net or by phone at (805) 434-9994. Sincerely, Dennis Clevenger Clever Concepts, Inc. TBID 03.15.16 Page 057 ITEM NUMBER: D-2 DATE: 03/15/16 02.08.2016 ATBID PROPOSAL PO BOX 4310 • PASO ROBLES • CALIFORNIA • 93446 p 805.434.9994 • f 805.434.9995 • WWW.CLEVERCONCEPTS.NET WEB DEVELOPMENT CONTRACT This agreement is made by Clever Concepts, Inc. and Atascadero Tourism Business Improvement District 6904 El Camino Real Atascadero, CA 93422 1. Clever Concepts agrees to provide the Client web development services as described in proposal issued on February 8, 2016. 2. Invoices are due and payable within 15 days of presentation. Additionally, a late payment fee of 1.5% per month (18% Annual Percentage Rate) will be assessed on all accounts 30 days or more past due. Checks returned for any reason are subject to a $50.00 service charge. We reserve the right to cease any service or development, for nonpayment of delinquent balances owed Clever Concepts. Such cessation will continue until the account is brought current. Client agrees to pay any collection costs incurred by Clever Concepts in collecting any past due accounts, including but not limited to attorney’s fees. 3. The Parties agree that in keeping with Federal Regulations, Client is solely and fully responsible for the content of the electronic information that it places on the Clients web site. 4. Termination in the Event of Material Breach. Either party can terminate this Agreement immediately following breach of this Agreement by the other party and failure of the breaching party to cure within thirty (30) days after written notice of the breach, except that in the event of non-payment by Client, Clever Concepts may terminate upon failure of Client to fully cure the non-payment. 5. Termination at will. In the event any party to this Agreement desires to terminate its Agreement, notice of that decision should be submitted in signed writing to the other party at least thirty (30) days prior to the desired date of termination, provided all work paid by the client shall be completed prior to termination; if not Clever Concepts shall refund the appropriate amount to client for work not performed. In addition, any work that Clever Concepts has completed that has yet to be paid by the client shall be paid to Clever Concepts. 6. This Agreement constitutes the entire Agreement, including any Exhibit(s) attached hereto, understandings and representations, expressed or implied, between Clever Concepts and Client with respect to services to be furnished hereunder; and it supersedes all prior communications between the Parties. Oral statements made by representatives shall not be relied on by client and are not part of this Agreement. 7. Each person signing below represents that he/she has read the Agreement in their entirety; understands the terms; is duly authorized to execute this Agreement on behalf of the Party indicated below by his or her name; agrees on behalf of such Party that such Party will be bound by those terms. CUSTOMER Name: Date: CLEVER CONCEPTS, INC. Name: Date: TBID 03.15.16 Page 058 ITEM NUMBER: D-2 DATE: 03/15/16 1BTP3PCMFT&YJU8PGGUIF'8:#JMMCPBSEMPDBUFEJO-PTU)JMMTPO8GBDJOH XFTUCPVOEUSBGGJDUPXBSET1BTP3PCMFT TBID 03.15.16 Page 059 ITEM NUMBER: D-4(b) DATE: 03/15/16 City Object #GL #Notes INCOME PROJECTIONS July August September October November December January February 2015/2016 PROJECTED INCOME 1100 2% BID Revenue July 2015 - June 2016 -$ 75,302.00$ 32.00$ 1,169.00$ 49,917.00$ 90.00$ 126,510.00$ 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 $2670 Expenses ACTUAL 2015/16 Budget Remaining Budget % total budget Categorical Contingency 2100 Admin 35.27$ 5,000.00$ 4,964.73$ 1.09%1,169.70$ 6900000 2101 City Admin Fees 25.27$ 25.27$ 1,830.30$ 1,805.03$ 6050000 2102 Office Expense 10.00$ 10.00$ 2,000.00$ 1,990.00$ 2200 Contracting Firm Fees 29,645.15$ 40,000.00$ 10,354.85$ 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$ 2,500.00$ 17,500.00$ 30,000.00$ 12,500.00$ 6500000 2202 Verdin Marketing - Marketing Firm 826.10$ 765.20$ 809.00$ 768.00$ 821.00$ 773.00$ 7,382.85$ 12,145.15$ 10,000.00$ (2,145.15)$ 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 20,930.70$ 17,500.00$ (3,430.70)$ 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$ 1,245.00$ 7,497.00$ 7,500.00$ 3.00$ 2403 Creative Services - Outside of Scope 427.00$ 214.80$ 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$ 572.00$ 3,071.10$ 30,000.00$ 26,928.90$ 6500000 2502 Social Media 739.80$ 1,505.80$ 1,498.00$ 1,758.00$ 1,387.00$ 1,392.00$ 2,082.00$ 10,362.60$ 15,000.00$ 4,637.40$ To include budget for boosted activity and $12000 for retainer 2600 Advertising 19,028.94$ 65,000.00$ 45,971.06$ 14.16%3,500.00$ 6070000 2601 Print -$ 1,500.00$ 1,500.00$ 6070000 2602 Digital 195.44$ 304.00$ 54.00$ 780.00$ 5,541.00$ 4,968.00$ 11,842.44$ 26,000.00$ 14,157.56$ 6070000 2603 Reactive Advertising 687.50$ 6,499.00$ 7,186.50$ 34,000.00$ 26,813.50$ 2700 Public Relations 3,909.00$ 12,500.00$ 8,591.00$ 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$ 1,269.00$ 3,909.00$ -$ (3,909.00)$ 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 17,424.55$ 65,000.00$ 47,575.45$ 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$ 504.00$ 2,985.00$ 1,500.00$ (1,485.00)$ TOTAL EXPENSES 10,272.00$ 12,797.55$ 5,823.77$ 12,694.44$ 10,991.00$ 12,014.80$ 27,021.85$ 91,615.41$ 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 TBID 03.15.16 Page 060ITEM NUMBER: D-5DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM FEBRUARY STAT SUMMARY ATASCADERO TBID March 3, 2016 WEB ANALYTICS (2015 V.2016) WEBSITE TRAFFIC Website Visits: 1,755 v. 5,096 Mobile Visits: 667 v. 2,563 Desktop Visits: 862 v. 2,112 Total Unique Visitors: 1,533 v. 4,163 PPV (Page Per Visit): 2.71 v. 1.74 TOS (Time on Site): 1:47 v. 1:01 Bounce Rate: 50.60% v. 70.84% ACQUISITION Total Traffic to Site: 5,096 Direct: 170 v. 1,500 Referral: 557 v. 1,577 Organic: 1,019 v. 1,490 Social Media: 8 v. 529 PAGE VIEWS Home Page: 1,233 v. 3,935 Lodging: 115 v. 269 GEOGRAPHIC REFERRALS San Francisco: 182 v. 528 Los Angeles: 161 v. 428 Atascadero: 201 v. 339 San Luis Obispo: 81 v. 168 Sacramento: NA v. 156 SOCIAL MEDIA ANALYTICS (2015 V.2016) TOP REFERRING URLS adspreview.simpli.fi: 541 m.facebook.com: 339 atascadero.org: 325 ads.simpli.fi: 157 westads.simpli.fi: 140 SOCIAL MEDIA Facebook Fans: 3,061 v. 4,607 Facebook Referrals: 0 v. 474 Total Reach: NA v. 19,384 Engagement Rate: NA v. 6% New Instagram Followers: +57 Instagram Followers YTD: 185 New Twitter Followers: NA v. 19 Twitter Mentions: NA v. 3 Twitter Referrals: 5 v. 1 Retweets: NA v. 0 TBID 03.15.16 Page 061 ITEM NUMBER: D-6 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 ADVERTISING ANALYTICS E -NEWSLETTER The February e-newsletter went out on February 19, 2016 and performed well. We added the previous e-newsletter list to the current e-mail recipient database and the open rate, as expected, decreased. However, our click through rate is very strong. 2,000 Recipients 13.7% Open Rate (Industry Average is 16.6%) 3.6% Click Through Rate (Industry Average is 1.8%) FACEBOOK Facebook ads for February focused on the “101 Road Trip” contest that launched February 1. Total Impressions: 76,518 Total Clicks: 1,654 Actions (including likes, shares, comments): 12,888 CTR: 2.16% TRIP ADVISOR Trip Advisor ads focused on the “101 Road Trip” beginning February 1. The results are as follows: Total Impressions: 68,653 Total Clicks: 100 CTR: .15% PANDORA Pandora began on January 1. The 101 Road Trip campaign targeted the Visalia, Tulare and Hanford communities. Results were very impressive and improved from January results. Total Impressions: 542,477 Total Clicks: 1,762 CTR: .84% TBID 03.15.16 Page 062 ITEM NUMBER: D-6 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 3 METRICS GLOSSARY DEFINITIONS OF KEY DIGITAL & SOCIAL MEDIA METRICS Last updated February 2016 WEBSITES Sessions/Website Visits: A session is a group of interactions that take place on your website within a given time frame. For example, a single session can contain multiple screen or page views, events, social interactions, and e-commerce transactions. A single user can be responsible for multiple sessions, which may span days, weeks or months. A session ends based on two methods: time-based expiration (either thirty minutes of inactivity or the arrival of midnight local time), or a campaign change (if a user arrives via one campaign, leaves, then comes back via a separate campaign. Users/Unique Visitors: The number of unique visitors to your site determined by individual IP address, including new and returning users. PPS/PPV (Pages Per Session/Visit): The average number of pages viewed during a session on your website. Repeated views of a single page are counted. TOS (Time On Site): The average length of visitors’ sessions on your website. Bounce Rate: The percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page, regardless of time spent on that page). There are a number of factors that contribute to a high bounce rate. For example, users might leave your site from the entrance page if there are site design or usability issues. Alternatively, users might also leave the site after viewing a single page if they've found the information they need on that one page, and had no need or interest in going to other pages. 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. TBID 03.15.16 Page 063 ITEM NUMBER: D-6 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 4 SOCIAL MEDIA Likes: The total number of individual Facebook users who have “liked” your page. This number does not factor in users who have deleted or suspended their accounts after “liking” your page, nor does it include users that have become deceased after “liking” your page. Reach: The number of individual users to whom content associated with your page is displayed. Engagement Rate: The percentage of users who were served your content that liked, shared, clicked or commented on it. Referrals: Visits to your website that originate from a source outside of a search engine or direct URL input (i.e. Facebook, Twitter, TripAdvisor, email blast, etc.). DIGITAL ADVERTISING Total clicks: Numeric value assigned to the number of times an advertisement was clicked. While tracking users who follow ads to a landing page is important, engagement for some businesses is more important. Please note, some types of ads, like video or cinemagraphs, have the goal of engaging or entertaining a user while building brand awareness rather than to have them click on the ad. In this case, lower clicks and a lower click through rate is expected and not an indication of poor performance. Impressions: The number of times an advertisement is served. For most digital advertising, impressions is the element that is paid for or guaranteed based on budget. Click Through Rate: Percentage of users who were served your advertisement that clicked through to the advertiser’s website. Whereas total clicks is just the numeric value of the number of times an ad is clicked, the click through rate (CTR) is the percentage calculated in relationship to the number of impressions. CTRs do not always reflect the whole story, because if a user was influenced to learn more about the advertising message because they saw the ad but didn’t click on the ad itself, the campaign does not get credit for generating that lead. View Through Totals or Percentages: How many users (or what percentage of users, depending on vendor preferences) were served an ad and went to visit the website within a few days or weeks. These numbers can only be captured when a tracking pixel or UTM code is embedded into a website with correspondingly embedded ads. Engagement rates: Usually reflect any activity surrounding a digital ad, such as hovering, replaying a video, sharing, liking, or commenting. While not available from all vendors, engagement rates are helpful when tracking digital ad performance. A NOTE ON MOBILE ADS WITHIN APPS: The vast majority of smart phone users see ads within their favorite apps. Those app vendors (Pandora, Facebook, Trip Advisor) provide certified performance reports, but they often are not TBID 03.15.16 Page 064 ITEM NUMBER: D-6 DATE: 03/15/16 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 5 reflected in website stats, particularly when using Google Analytics. Google Analytics (GA) is an excellent tool for website optimization, such as tracking site page visits, link activity, and some traffic sources, but it is not accurate when it comes to advertising tracking. Business owners who use GA to track ad campaigns need to know it’s not uncommon for GA to under report web advertising by 20%- 30%,, and by 50%-90% for mobile in-app advertising. This miscalculation can be confusing when compared to the vendor-reported success of an ad campaign. This is an industry-wide issue and the following are recommended to ensure accurate reporting: • Don’t rely on Google Analytics to determine your digital advertising campaign’s success. • Use UTM codes and Tracking pixels whenever possible and have a website expert install them. • Partner with reputable vendors whose tracking has been accredited by the Interactive Advertising Bureau (IAB) and trust their reports. DIGITAL MEDIA BENCHMARKS • Generally, the overall banner display ad click through rate average is .06% to .08%. • Rich media (meaning animated, video or other more engaging ads) average CTR is .15% to .22%. • Pandora tends to have a higher CTR than traditional banner ads when the correct targeting is in place. Pandora will normally have between .30% and 1% CTRs, but variations are standard in the industry. • Within Facebook, paid advertising has the highest CTR normally, assuming quality content, of 1.2% to 1.5%. Promoted or Boosted posts traditionally show lower numbers, with an average CTR of .5% to .8%. • Facebook drives 23% of all website traffic and continues to be one of the best platforms for a strong ROI. It accounts for 18% of all digital advertising across all platforms in all countries. • Open rates of email blasts and newsletters vary dramatically based on industry, with the highest (29% and over) going to personal hobbies and entertainment-based industries and as low as 15% to 17% for some medical- or insurance-based industries. Most experts report 10% to 15% as the average CTOR (click to open rate). Average click through rates from content to website are 4.8% to 1.5%. TBID 03.15.16 Page 065 ITEM NUMBER: D-6 DATE: 03/15/16