HomeMy WebLinkAboutTBID_2016-04-19_Agenda Packet
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Tuesday, April 19, 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
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 – March 15, 2016
Action: Board approve the Draft Action Minutes of March 15, 2016. [City
Manager’s Office]
2. Advisory Board Draft Action Minutes – Special Meeting March 29, 2016
Action: Board approve the Draft Action Minutes of March 29, 2016. [City
Manager’s Office]
B. BUSINESS ITEMS
1. Budget Review: Presentation of allocation of 2016/2017 budget and broad
categories for inclusion – Presentation by Amanda Diefenderfer
Recommendation: Review recommendations of Big Red Marketing for
budget allocation. Recommend to staff to pursue a more detailed budget
based on the categories presented.
Fiscal Impact: Encompasses the full 2016/2017 budget.
2. TBID Event Support: Development of TBID Event Support Guidelines to
Coincide with City Event Tier Categories – Presented by Terrie Banish
Recommendation:
o Choose a TBID meeting date to dedicate a majority of time to
review and adopt the event support guidelines; and,
o Marketing committee to meet with stakeholders (hoteliers, Chamber
of Commerce, etc.) prior to the dedicated meeting date selected to
discuss the structure and develop a draft of the TBID event support
guidelines.
Fiscal Impact (GL 2903): None.
3. Sponsorship Opportunity: Outdoor Writers As sociation of California
(OWAC) – Presentation by Amanda Diefenderfer
Recommendation: Support the marketing committee’s recommendation of
pursuing or declining the invitation to sponsor.
Fiscal Impact (GL 2903): $995. Additional hard costs up to $2,000.
4. Advertising Opportunity: Central Valley Magazine/Fresno Bee –
Presentation by Terrie Banish
Recommendation: Consider placement in the Central Valley Magazine.
Fiscal Impact (GL 2603): Up to $3,800
5. California Mid-State Fair Shuttle – Presentation by Amar Sohi
Recommendation: Board to discuss the opportunities to have a shuttle
from Atascadero locations to the California Mid-State Fair and make a
recommendation on opportunity for involvement.
Fiscal Impact (GL 2902): Pending transportation costs.
6. Vacation Rental Code Enforcement – Presentation by Terrie Banish
Recommendation: Direct Destination Manager to look into vacation rentals
not paying TOT and to initiate a code enforcement complaint to be filed
with the City.
Fiscal Impact (GL 2201): To be determined.
C. UPDATES
1. Visit SLO County TMD – JP Patel
2. Visit SLO County Short-Term Rental Enforcement Efforts – Amanda Diefenderfer
a. Outreach has been made to Air BnB
b. Vacation Rental Roundtable Meetings
3. Visit Atascadero Website – Amanda Diefenderfer
a. Feedback on Wire Frame provided
b. Update on design progress
c. Finalization of contract
4. Deputy City Manager Update – Terrie Banish
a. Advertising Update
i. KSBY Commercial: Charles Paddock Zoo rotating with Downtown
commercial in addition to ads online. Both spots will rotate with
each other and be tagged to the upcoming events.
ii. Menus Ad and write up to run in the Summer issue highlighting
downtown – restaurants and things to do.
iii. Access Ad completed for Summer issue of Visitors Guide with a
call to action
iv. Vintages ad published in March issue.
b. Event Update
i. 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 6:45 p.m. The
social hour will include wine, cider and beer sampling along with
appetizers.
ii. Conservation Celebration at the Zoo: April 16th, 10am - 2pm
Included with admission to the Charles Paddock Zoo.
iii. Brew at the Zoo: April 30, 5 – 8:30 p.m. – Tickets on sale now at
www.VisitAtascadero.com/events. $30/ ticket early bird, $35 ticket
at the door. Ticket price includes commemorative glass, beer, cider
and wine tasting, food for purchase and live music. Advertising
across American General Media, Tribune, New Times, Mustang
Daily News (including 100 year edition), online banner ads and
social media.
5. Budget Report – Amanda Diefenderfer
6. Marketing Update – Verdin Marketing
a. Visit San Luis Obispo County, North American Travel Journalist
Association Group Media FAM stop in Atascadero
b. Verdin Marketing Monthly Report
D. BOARD MEMBER COMMENTS
E. ADJOURNMENT
Atascadero Tourism Business Improvement District (ATBID)
WELCOME TO THE ATBID MEETING
The ATBID Advisory Board meets in regular session on the third Tuesday of each month at 2:00 p.m.
Board meetings will be held at the Atascadero City Hall, 6500 Palma Avenue, Atascadero. Matters are
considered by the Advisory Board in the order of the printed Agenda.
Copies of the staff reports or other documentation relating to each item of business referred to on the
Agenda are on file in the office of the City Clerk and are available for public inspection during City Hall
business hours at the Atascadero City Hall, 6500 Palma Avenue, Atascadero, and on our website,
www.atascadero.org. All documents submitted by the public during Advisory Board meetings that are
either read into the record or referred to in their statement will be noted in the minutes and available for
review in the City Clerk's office.
In compliance with the Americans with Disabilities Act, if you need special assistance to participate in
a City meeting or other services offered by this City, please contact the City Manager’s Office or the
City Clerk’s Office, both at (805) 470-3400. Notification at least 48 hours prior to the meeting or time
when services are needed will assist the City staff in assuring that reasonable arrangements can be
made to provide accessibility to the meeting or service.
TO SPEAK ON SUBJECTS NOT LISTED ON THE AGENDA
Under the Agenda item, “PUBLIC COMMENT”, the Chairperson will call for anyone from the audience
wishing to speak concerning any item not on the Agenda to approach the lectern and be recognized.
1. Give your name for the record (not required)
2. State the nature of your business.
3. All comments are limited to 3 minutes.
4. All comments should be made to the Chairperson and Advisory Board.
5. No person shall be permitted to make slanderous, profane or negative personal remarks
concerning any other individual, absent or present.
This is the time items not on the Agenda may be brought to the Advisory Board’s attention. A maximum
of 30 minutes will be allowed for PUBLIC COMMENT (unless changed by the Advisory Board). If you wish
to use a computer presentation to support your comments, you 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
March 15, 2016
Page 1 of 6
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Tuesday, March 15, 2016 at 2:00 P.M.
Atascadero City Hall - 6500 Palma Avenue, Room 306
Atascadero, California
CALL TO ORDER:
Chairperson O’Malley called the meeting to order at 2:03 p.m.
ROLL CALL:
Present: Chairperson O’Malley, Vice Chairperson Sohi, Board Member
Alexander
Absent: Board Members Patel and Ridgeway
Staff Present: Destination Manager Amanda Diefenderfer, Marketing Consultant
Ashlee Akers, Deputy City Manager Terrie Banish and Deputy City
Manager Lara Christensen
APPROVAL OF AGENDA:
MOTION: By Chairperson O’Malley and seconded by Vice Chairperson
Sohi to approve the agenda.
Motion passed 3:0 by a roll call vote.
PUBLIC COMMENT: None
ITEM NUMBER: A-1
DATE: 04/19/16
Atascadero TBID
March 15, 2016
Page 2 of 6
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]
MOTION: By Vice Chairperson Sohi and seconded by Board Member
Alexander to approve the Consent Calendar.
Motion passed 3:0 by a voice vote.
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
Linda Hendy from the Atascadero Wine Festival Committee gave a presentation
and answered questions from the Board. Chairperson O’Malley noted that
monies contributed by the Board should mostly go to marketing.
MOTION: By Chairperson O’Malley and seconded by Board Member
Alexander to contribute $3,000 in support of the wine festival
and funds may or may not go to any item.
Motion passed 2:1 by a roll call vote. Sohi voted no.
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.
Stacie Jacob from Solterra Strategies gave a presentation and answered
questions from the Board.
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Pam Lyon.
Chairperson O’Malley closed the PUBLIC COMMENT period.
The Board received and filed this update.
ITEM NUMBER: A-1
DATE: 04/19/16
Atascadero TBID
March 15, 2016
Page 3 of 6
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.
Destination Manager Diefenderfer and Ashlee Akers from Verdin Marketing gave
an update and answered questions from the Board.
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Pam Lyon.
Chairperson O’Malley closed the PUBLIC COMMENT period.
There was Board consensus to
refer this item to staff for further review.
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
Deputy City Manager Banish gave the staff report. Deputy City Manager Banish,
Destination Manager Diefenderfer and Ashlee Akers from Verdin Marketing
answered questions from the Board. Chairperson O’Malley and Vice
Chairperson Sohi requested that statistics regarding heads in beds as a result of
the brochures be provided, when available.
MOTION: By Chairperson O’Malley and seconded by Board Member
Alexander to cover the cost of printing up to $5,500.
Motion passed 3:0 by a roll call vote.
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
Deputy City Manager Banish gave the staff report. Deputy City Manager Banish
and Ashlee Akers from Verdin Marketing answered questions from the Board.
ITEM NUMBER: A-1
DATE: 04/19/16
Atascadero TBID
March 15, 2016
Page 4 of 6
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Jessica Sohi.
Chairperson O’Malley closed the PUBLIC COMMENT period.
MOTION: By Chairperson O’Malley and seconded by Board Member
Alexander to match a City contribution equal to $1,500 for the
purchase of promotional items.
Motion passed 3:0 by a roll call vote.
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.
Deputy City Manager Banish gave the staff report. Deputy City Manager Banish
and Destination Manager Diefenderfer answered questions from the Board.
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Linda Hendy.
Chairperson O’Malley closed the PUBLIC COMMENT period.
There was Board consensus to
refer this item to staff for further review
and to return to the Board at a later date.
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.
Ashlee Akers from Verdin Marketing gave a presentation and answered
questions from the Board. She requested that any edits or comments be sent to
Verdin prior to April 6 for inclusion in final version.
The Board received and filed this update.
ITEM NUMBER: A-1
DATE: 04/19/16
Atascadero TBID
March 15, 2016
Page 5 of 6
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.
Vice Chairperson Sohi gave the staff report and provided a handout to the Board
(Exhibit A). Vice Chairperson Sohi and Destination Manager Diefenderfer
answered questions from the Board.
PUBLIC COMMENT:
The following citizens spoke during Public Comment: Jessica Sohi.
Chairperson O’Malley closed the PUBLIC COMMENT period.
There was Board consensus to
refer this item to staff for further review.
D. UPDATES
1. Visit SLO County TMD – JP Patel
2. Visit Atascadero Website – Amanda Diefenderfer
3. TBID Renewal Process – Amanda Diefenderfer
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
Chairperson O’Malley briefed the Board on the City Council’s action
of February 23, 2016.
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
ITEM NUMBER: A-1
DATE: 04/19/16
Atascadero TBID
March 15, 2016
Page 6 of 6
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
Verdin Marketing gave a brief report, answered questions and
updated the Board on marketing opportunities.
E. BOARD MEMBER COMMENTS: None
F. ADJOURNMENT
Chairperson O’Malley adjourned the meeting at 3:50 p.m.
MINUTES PREPARED BY:
______________________________________
Lara K. Christensen
Deputy City Manager
The following exhibit is available for review in the City Clerk’s office:
Exhibit A – Handout submitted by Vice Chairperson Sohi
ITEM NUMBER: A-1
DATE: 04/19/16
Atascadero TBID
March 29, 2016
Page 1 of 2
SPECIAL MEETING
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Tuesday, March 29, 2016 at 10:00 A.M. - 12:00 P.M.
Atascadero City Hall - 6500 Palma Avenue, Room 306
Atascadero, California
CALL TO ORDER:
Vice Chairperson Sohi called the meeting to order at 10:11A.M.
ROLL CALL:
Present: Vice Chairperson Sohi, Board Members Alexander and Ridgeway
Absent: Chairperson O’Malley (arrived later), Board Member Patel
Staff Present: Destination Manager Amanda Diefenderfer, Marketing Consultant
Stephanie Goodwin, Marketing Consultant Ashlee Akers, Marketing
Consultant Lisa Campolmi, Marketing Consultant Sean Murphy,
Deputy City Manager/ Outreach, Promotions, Events Terrie Banish
and Deputy City Clerk Lori Kudzma
Vice Chairperson Sohi stated that PUBLIC COMMENT will be open for the duration of
the meeting.
A. MARKETING AND BUDGET PLANNING WORKSHOP
1. Workshop introduction
2. Review goals
3. Customer insights and demographics
4. TOT, RevPAR, Occupancy %, ADR
5. Advertising
6. Social Media
7. Public Relations
8. Creative
9. Next steps
ITEM NUMBER: A-2
DATE: 04/19/16
Atascadero TBID
March 29, 2016
Page 2 of 2
Stephanie Goodwin from Verdin Marketing welcomed everyone, made introductions and
went over the agenda.
Chairperson O’Malley arrived at 10:16 A.M.
Stephanie Goodwin and Ashlee Akers led a discussion regarding customer insights and
demographics.
Chairperson O’Malley left the meeting at 10:32 A.M. and returned at 10:34 A.M.
Lisa Campolmi went over Media Research, 2015-2016 Strategies, 2015-2016 Media
Placement, Types of Travelers and 2016-2017 Advertising Strategies.
Sean Murphy shared information regarding Social Media, demographics, 2016-2017
Strategies.
Stephanie Goodwin continued with Public Relations, Creative and Next Steps.
Speaking from the public throughout the meeting were: Pam Lyon, Linda Hendy and
Jessica Sohi.
Chairperson O’Malley left the meeting at 11:43 A.M.
B. BOARD MEMBER COMMENTS
Board Members gave brief comments.
C. ADJOURNMENT
Vice Chairperson Sohi adjourned the meeting at 11:45 A.M.
MINUTES PREPARED BY:
Lori M. Kudzma, Deputy City Clerk
The following exhibit is available for review in the City Clerk’s office:
Exhibit A – Strategy Planning Meeting 2016-2017 presentation by Verdin Marketing
ITEM NUMBER: A-2
DATE: 04/19/16
GL #Notes
INCOME PROJECTIONS 2015/2016 PROJECTED INCOME
1100 2% BID Revenue July 2015 - June 2016 186,690.00$ Based on a 7% yoy growth
1200 Cash Rollover 87,500.00$ Based on spending $190,000 in 2015/2016 fiscal
1300 Investment Earnings -$
Total 274,190.00$
Expenses 2015/16 Budget
Reference
2016/2017
Proposed
budget
% total
budget
2100 Admin 5,000.00$ 2,750.00$ 1.00%
2101 City Admin Fees 1,866.90$ 2,000.00$
2102 Office Expense 2,000.00$ 750.00$
2200 Contracting Firm Fees 40,000.00$ 42,000.00$ 15.32%
2201 Big Red Marketing - Destination Manager 30,000.00$ 30,000.00$
2202 Verdin Marketing - Marketing Firm 10,000.00$ 12,000.00$
Per approved scope of work at
January 2016 board meeting
2300 Visual Assets 17,500.00$ 27,500.00$ 10.03%
2301 Photography & Video 7,500.00$ 7,500.00$
2302 Creative Services - Verdin Scope 7,500.00$ 20,000.00$
Per approved scope of work at
January 2016 board meeting
2400 Digital Marketing 50,000.00$ 62,300.00$ 22.72%
2401 Website Updates 30,000.00$ 38,000.00$
Includes budget for Clever
Concepts Website Build and
Verdin's updates throughout the
year
2402 Social Media contest hard costs -$ 1,500.00$
2403 Social Media/E-Newsletter/Constest Management 15,000.00$ 22,800.00$
Per approved scope of work at
January 2016 board meeting
2500 Advertising 65,000.00$ 67,700.00$ 24.69%
2501 Media Hard Costs 1,500.00$ 50,700.00$
Per approved scope of work at
January 2016 board meeting
2502 Reactive Advdertising & Co-Ops 12,000.00$
Could be with Visit SLO County or
the Chamber of Commerce
2503 Verdin Media Retainer 5,000.00$
Per approved scope of work at
January 2016 board meeting
2600 Public Relations 12,500.00$ 9,500.00$ 3.46%
2601 Group FAM 5,000.00$ 3,000.00$
2602 Individual Itineraries 5,000.00$ 1,500.00$
2603 PR Retainer -$ 5,000.00$
Per approved scope of work at
January 2016 board meeting
2700 Tour & Travel 10,000.00$ 3,000.00$ 1.09%
2701 CCTC Co Op Fams 4,500.00$ 1,500.00$
2702 Visit CA Co Op Fams 4,500.00$ 1,500.00$
2800 Consumer Outreach 65,000.00$ 27,500.00$ 10.03%
2801 Consumer Show Presence 5,000.00$ 2,500.00$
2802 Event Support Program 50,000.00$ 25,000.00$
TOTAL EXPENSES 265,000.00$ 242,250.00$
3001 Cash Reserves 28,250.00$ 10% of total budget
Contingency
4001 Contingency Fund (unallocated)$3,690.00
TOTAL Budget $274,190.00
ATBID 2016/17 Proposed BUDGETED P&L
ITEM NUMBER: B-1
DATE: 04/19/16
On Tuesday, October 4th, Morro Bay will be offering
themed tours in the following areas:
Birding • Boating • Gun Range • Hiking
Kayaking • Outdoor Photography • Scuba Diving
Sport Fishing • Whale Watching
There is an opportunity for your destination to connect with these
media professionals by offering a pre or post conference half day
adventure tour on Saturday, October 1, Sunday, October 2 (before
1:00pm) or Wednesday, October 5, plus connect with media during the
OWAC Marketplace and luncheon on Monday, October 3.
Morro Bay has put together an Adventure Tour Sponsorship program with
the details and benefits below:
x Pre or Post Media Adventure Tour – October 1, 2 or 5
*All tours must be pre-approved by Morro Bay.
x Adventure Tour information included in regular email outreach (8 times) to
the membership list, plus (1) one featuring your tour (50 word description of
your tour, photo, logo, company/organization name linked to your site)
x Tour included on the OWAC Conference Website & Registration
x A single press release included in the digital press kit to attendees
x Quarter page advertisement in the OWAC Conference Booklet
(100 printed/online downloadable version)
x Display Table at the OWAC Marketplace (11am-1:30pm)
x Co-sponsored table at the luncheon (shared with corporate sponsor)
x Limited to (8) eight sponsors
GAIN EXPOSURE FOR YOUR DESTINATION
Morro Bay will be hosting the Outdoor Writers Association of
California (OWAC) Conference, October 2-4, 2016 at the Inn at
Morro Bay. This non-profit association membership of 300+ includes
professional journalists, editors, photographers, photojournalists, web
authors and broadcasters who communicate a vast array of outdoor
recreational opportunities and related issues in California and the
surrounding western region - www.owac.org.
Adventure Media Tour Investment:
Until 3/31/16: $995
Starting 4/1/16: $1,200
ITEM NUMBER: B-3
DATE: 04/19/16
OWAC Media Adventure Tour Sponsorship Form
Date ____________________________________
Contact ___________________________________________________________________
Company Name ___________________________________________________________________
Website Address ___________________________________________________________________
Address ___________________________________________________________________
City/Zip ___________________________________________________________________
Phone ________________ Email _______________________________________
Tour Name _________________________________________________________________________
Tour Date: ___ October 1 ___ October 2 (before 1pm) ___ October 5
Tour Location _________________________________________________________________________
Tour Time(s): _________________________________________________________________________
Description _________________________________________________________________________
(50 words) _________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
Email Feature (select your first, second and third option to have your tour featured in the emarketing):
___ June 7 ___ June 21 ___ July 5 ___ July 19
___ August 2 ___ August 16 ___ September 6 ___ September 20
Sponsorship Submission
Fax: 805-221-6004; Email: brent@morrobay.org; Mail: MBTB, 850 Shasta Ave, Morro Bay 93442
*Billing will happen when you receive the approval of your tour
Questions? Call Brent Haugen at 805-225-7411 ext 101 or brent@morrobay.org
FOR OFFICE USE
Received _____________________________________ ___ Tour Approved, by _______________________
Sponsorship ___ $995 ___ $1200
ITEM NUMBER: B-3
DATE: 04/19/16
2016 Rates &Information
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contact The Fresno Bee
@ 559.441.6160
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Central Valley magazine is also available at www.centralvalley.com
®SP1015ITEM NUMBER: B-4
DATE: 04/19/16
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copies of each new issue of Central Valley.
s Additionally, copies will be distributed
to office waiting rooms, cafes, salons and
auto dealerships throughout
the Fresno/Clovis market.
Print distribution 55,000
Also available at
www.centralvalley.com
*Distributed in waiting rooms, coffee houses, etc
demographics
OUR GENERAL
READERS POP. OUR READERS
Median Income $48,000 $39,000 earn $9,000 more on average
Men 50% 50%
Women 50% 50%
Attend College 38% 33% are 14% more likely to have gone to college
Homeowners 71% 56% are 27% more likely to own their home
Income > $50,000 45% 37% are 23% more likely to have income of $50k+
1/4
VERT1/8
HORIZ
1/3
HORIZ
1/2
HORIZ
1/3
VERT
1/2
VERT
Join us as we explore the Valley, its
people, its places, its history.
Central Valley magazine will highlight
what makes our area so special, the people
who contribute in a multitude of ways, the
businesses that continue to develop and
grow, the places that add charm and beauty
to the Valley, and the trends that keep us in
the know.
In every issue of Central Valley magazine
you can expect to see local stories on people,
business, and history, along with articles on
food & travel, and other great content!
AD SIZE WIDTH DEPTH
Full Page No Bleed 7.875” 10.375”
Full page Full Bleed 8.625” 11.125”
1/2 page (vertical) 3.813” 10.125”
1/2 page (horizontal) 7.875” 5.0”
1/3 page (vertical) 2.45” 10.125”
ad dimensions
AD SIZE WIDTH DEPTH
1/3 page (horizontal) 7.875” 3.188”
1/4 page (vertical) 3.813” 5.0”
1/8 page (horizontal) 3.813” 2.313”
Trim/Finished size: 8.375” x 10.875”
distribution
Buy Open 3x * 6x ** 12x ***
Premium Positions (minimum of 6x frequency)
Back Cover N/A N/A $2,600 $2,400
Inside Front N/A N/A $2,400 $2,200
Inside Back N/A N/A $2,200 $2,000
Page 3 N/A N/A $2,200 $2,000
2/3 Page Snap Section N/A N/A $1,650 $1,500
Standard Positions (10% charge for guaranteed placement)
Full Page $2,400 $2,200 $2,075 $1,925
1/2 Page $1,550 $1,450 $1,250 $1,125
1/3 Page $950 $850 $750 $650
1/4 Page $775 $675 $600 $525
1/8 Page $400 $375 $325 $275
Double Truck $3,800 $3,200 $3,100 $3,000
Online Advertising Bonus
All full page ads receive 40,000 online banner impressions
All 1/2 page ads receive 30,000 online banner impressions
Impressions targeted to Fresno/Clovis households with income > $50,000.
* 3x rates can be used for non-consecutive issues. (limit 6 months)
** 6x rates can be used for non-consecutive issues. (limit 12 months)
*** 12x rates are for consecutive months.
Frequency
2016 rate information
ZIP CODE
93702
93703
93704
93705
93706
93710
93711/650
ZIP CODE
93720/730
93722/723
93725
93726
93727/737
93728
OTHER*
ZIP CODE
93611/619
93612
93625
93631
93657
93662
93701/721
* Scarborough Research, Fresno-Visalia DMA, Aug 2013-Jul 2014
ITEM NUMBER: B-4
DATE: 04/19/16
City
Object #GL #Notes
INCOME PROJECTIONS July August September October November December January February 2015/2016 PROJECTED INCOME
1100 2% BID Revenue July 2015 - June 2016 -$ 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 $2670
Expenses ACTUAL 2015/16 Budget
Remaining
Budget
% total
budget
Categorical
Contingency
2100 Admin 797.35$ 5,000.00$ 4,202.65$ 1.09%1,169.70$
6900000 2101 City Admin Fees 25.27$ 762.08$ 787.35$ 1,830.30$ 1,042.95$
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$ 27,783.93$ 92,377.49$ 277,500.00$
4001 Cash Reserves 45,913.20$ 10.00%
Contingency
5001 Contingency Fund (unallocated)$135,718.80
TOTAL Budget $459,132.00
ATBID 2015/16 BUDGETED P&L ITEM NUMBER: C-5DATE: 04/19/16
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 158,389.32$ 134,033.44$ 232,385.37$ 779,365.59$
Fiscal Year 2015 262,246.00$ 171,527.07$ 204,920.33$ 261,362.41$ 900,055.81$
Fiscal Year 2016 387,196.75$ 260,522.61$ ITEM NUMBER: C-5DATE: 04/19/16
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
MARCH STAT SUMMARY
ATASCADERO TBID
April 8, 2016
WEB ANALYTICS (2015 V.2016)
WEBSITE TRAFFIC
Website Visits: 2,461 v. 7,115
Mobile Visits: 818 v. 3,903
Desktop Visits: 1,343 v. 2,644
Total Unique Visitors:
2,176 v. 5,846
PPV (Page Per Visit): 2.62 v. 1.75
TOS (Time on Site): 1:53 v. 1:02
Bounce Rate: 54.94% v. 71.36%
ACQUISITION
Total Traffic to Site:
7,115
Referral: 986 v. 2,199
Organic: 1,289 v. 1,946
Social: 4 v. 1,504
Direct: 182 v. 1,466
PAGE VIEWS
Home Page: 1,768 v.
4,934
Lodging: 181 v. 324
GEOGRAPHIC REFERRALS
San Francisco: 212 v. 780
Los Angeles: 148 v. 614
Atascadero: 290 v. 494
Fresno: 28 v. 398
San Luis Obispo: 132 v. 246
SOCIAL MEDIA ANALYTICS (FEB V. MAR)
TOP REFERRING URLS
lm.facebook.com: 1,257
atascadero.org: 394
ads.simpli.fi: 359
adspreview.simpli.fi: 358
eastads.simpli.fi: 268
SOCIAL MEDIA
Facebook Fans: 4,606 v. 4,622
Facebook Referrals: 474 v. 1,478
Total Reach: 54,813 v. 66,559
Engagement Rate: 4% v. 5%
New Instagram Followers: +14
Instagram Followers YTD: 199
New Twitter Followers: 19 v. 14
Twitter Mentions: 3 v. 7
Twitter Referrals: 1 v. 3
Retweets: 0 v. 3
ITEM NUMBER: C-6
DATE: 04/19/16
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 March e-newsletter went out on March 7, 2016 and performed well. Last month 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.
1,991 Recipients
11.1% Open Rate (Industry Average is 16.4%)
2.3% Click Through Rate (Industry Average is 1.8%)
FACEBOOK
Facebook ads for March focused on the “101 Road Trip” contest with static ads and a cinemagraph.
The cinemagraph did particularly well in engagement.
Total Impressions: 159,621 Total Clicks: 3,149 (90% increase)
Actions (including likes, shares and comments): 9,620 CTR: 1.97%
Video views (tracking only those who watched at least half the video): 2,050
TRIP ADVISOR
Trip Advisor ads continued to focus on the “101 Road Trip” with refreshed creative. The results are
as follows:
Total Impressions: 67,546 Total Clicks: 69 CTR: .10%
PANDORA
The Pandora campaign finished on March 31. The 101 Road Trip campaign targeted the Visalia,
Tulare and Hanford communities. Results were very impressive and we strongly recommend
Pandora for future campaigns.
Monthly Impressions: 542,692 Monthly Clicks: 1,367 CTR: .63%
Total Campaign Results:
Total Impressions: 1,610,000 Total Clicks: 4,689 CTR: .72%
ITEM NUMBER: C-6
DATE: 04/19/16
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.
ITEM NUMBER: C-6
DATE: 04/19/16
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, the
number of 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 [CTR= (click/impressions) x 100]. 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.
ITEM NUMBER: C-6
DATE: 04/19/16
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 5
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
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%.
ITEM NUMBER: C-6
DATE: 04/19/16