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ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, September 21, 2016 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Amar Sohi, Holiday Inn Express and Suites
Vice-Chairperson Deana Alexander, The Carlton Hotel
Board Member Tom O’Malley, Portola Inn
Board Member Jiten Patel, Best Western Plus Colony Inn
APPROVAL OF AGENDA:
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to
address the Board on any matter not on this agenda and over which the Board has
jurisdiction. Speakers are limited to three minutes. Please state your name for the
record before making your presentation. The Board may take action to direct the staff
to place a matter of business on a future agenda. A maximum of 30 minutes will be
allowed for Public Comment, unless changed by the Board.
A. CONSENT CALENDAR
1. Advisory Board Draft Action Minutes – August 31, 2016
• Action: Board approve the Draft Action Minutes of August 31, 2016. [City
Manager’s Office]
B. BUSINESS ITEMS
1. Review of Photography Estimate by Angelica Ottman
• Recommendation: Review and accept recommended photographer.
• Fiscal Impact (GL 2301): $350 - $9,525.00 depending on photographer.
2. Review of Videography Estimate by Angelica Ottman
• Recommendation: Review and accept recommended videography option.
• Fiscal Impact (GL 2301): Free - $10,000 depending on videographer.
3. Event Sponsorship Request: Z-Day California Event
• Recommendation: Consider awarding event sponsorship funding.
• Fiscal Impact (GL 2802): $7,500 requested
4. Discussion: Marketing the Cow by Terrie Banish
• Recommendation: Board to discuss how to best market cows from cow
parade.
• Fiscal Impact: None
D. UPDATES
1. Visit SLO County TMD – JP Patel
2. Visit Atascadero Website Update – Angelica Ottman
3. Event Sponsorship Application Update – Angelica Ottman
4. Deputy City Manager Update – Terrie Banish
5. Marketing Committee Update – Angelica Ottman
6. Marketing Update – Verdin Marketing
a. Verdin Marketing Monthly Report
7. Budget Report – Angelica Ottman
E. BOARD MEMBER COMMENTS
F. ADJOURNMENT
Atascadero Tourism Business Improvement District (ATBID)
WELCOME TO THE ATBID MEETING
The ATBID Advisory Board meets in regular session on the third Wednesday of each month at 2:30 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
August 31, 2016
Page 1 of 6
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
SPECIAL MEETING
DRAFT ACTION MINUTES
Wednesday, August 31, 2016 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Sohi called the meeting to order at 2:34 p.m.
ROLL CALL:
Present: Board Member O’Malley, Vice Chairperson Alexander and
Chairperson Sohi
Absent: Board Member Patel
Staff Present: Destination Manager Amanda Diefenderfer of Big Red Marketing,
Angelica Ottman of Big Red Marketing, Marketing Consultants
Stephanie Goodwin and Ashlee Akers of Verdin Marketing, Deputy
City Manager Terrie Banish and Deputy City Clerk Lori Kudzma
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve the agenda.
Motion passed 3:0 by a voice vote.
PUBLIC COMMENT: None
A. CONSENT CALENDAR
1. Advisory Board Draft Action Minutes – July 19, 2016
• Action: Board approve the Draft Action Minutes of July 19, 2016. [City
Manager’s Office]
Atascadero TBID
August 31, 2016
Page 2 of 6
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve the consent calendar.
Motion passed 3:0 by a voice vote.
B. BUSINESS ITEMS
1. Atascadero Wine Festival Recap by Linda Hendy
• Recommendation: Advisory Board receive and file report.
• Fiscal Impact: None
Linda Hendy from the Atascadero Chamber of Commerce gave the presentation (Exhibit
A) and answered questions from the Board.
Public Comment: None.
There was Board Consensus to receive and file this report.
2. Self Help Countywide Investment Plan Presentation by Ron DeCarli
• Recommendation: Advisory Board receive and file report.
• Fiscal Impact: None
Ron DeCarli from SLOCOG gave a presentation (Exhibit B) on Measure J and answered
questions form the Board.
Public Comment: None.
There was a discussion on whether the ATBID Board can endorse Measure J. Staff will
refer the question to the City Attorney, as it may need to be individual endorsements
rather than a group endorsement.
There was Board Consensus to receive and file this report.
3. Board Member Lindsey Ridgeway Resignation
• Recommendation: Approve timeline for new appointment.
• Fiscal Impact: None
Destination Manager Diefenderfer explained that Board Member Ridgeway submitted her
resignation. Staff will begin the nomination process.
Public Comment: None
There was Board Consensus to move forward
with filling the vacant position.
Atascadero TBID
August 31, 2016
Page 3 of 6
4. Visit Atascadero Website: Verdin Website Content and Copy Estimate
• Recommendation: Approve estimate for Verdin to produce content and copy
for the Visit Atascadero website.
• Fiscal Impact (GL 2401): $3,726 - $5,106
Angelica Ottman from Big Red Marketing gave the presentation. Verdin staff was
available to answer questions from the Board. Atascadero Information Technology
Manger Luke Knight sat in on this item and also answered questions from the Board. Staff
shared that 85% of website text is complete, but more photo content from local
businesses is needed.
The Board suggested that Deputy City Manager Banish may be the best resource to reach
out to restaurants and hotels to gather content for the website. Big Red Marketing will
assist with preparing the initial form to be sent to businesses.
Public Comment: None
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve staff’s recommendation of pursuing
content with staff resources in order to minimize cost and
workload for Verdin.
Board Member O’Malley stepped out of the meeting at 3:19 p.m. to accept a phone
call.
Board Member O’Malley returned to the meeting at 3:22 p.m.
Motion passed 3:0 by a roll call vote.
5. New Protocol for Advertising Opportunities: Presentation by Angelica
Ottman
• Recommendation: Accept and implement new protocol for reactive advertising
opportunities.
• Fiscal Impact: None
Angelica Ottman from Big Red Marketing went over the new process for reactive
advertising opportunities.
Public Comment: None
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to accept and implement the new protocol for
reactive advertising opportunities.
Motion passed 3:0 by a voice vote.
Atascadero TBID
August 31, 2016
Page 4 of 6
6. Advertising Opportunity: Visit SLO County | 2017 Visitor Guide
• Recommendation: To pursue placement in the Visit San Luis Obispo County
Visitor Guide Magazine. Consider potential sharing of placement investment
with the City of Atascadero.
• Fiscal Impact (GL 2502): $1,260 - $6,900 depending on ad size selection.
Angelica Ottman from Big Red Marketing gave the presentation. Ms. Ottman and Deputy
City Manager Banish answered questions from the Board.
Speaking from the Public: Jessica Sohi
MOTION: By Vice Chairperson Alexander and seconded by Board
Member O’Malley to pursue a full page ad in the amount of
$3,650.
Motion passed 3:0 by a roll call vote.
7. Event Sponsorship Request: The 6th Annual Garagiste Festival
• Recommendation: Consider awarding event sponsorship funding.
• Fiscal Impact (GL 2802): $3,500 requested
Angelica Ottman from Big Red Marketing gave the presentation. Ms. Ottman and Deputy
City Manager Banish answered questions from the Board.
Speaking from the Public: Jessica Sohi
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to offer to match last year’s contribution amount of
$1,000 and include in-kind marketing on the Visit Atascadero
website. Staff to relay to the requestor that the additional
benefit of an increased sponsorship amount was not made clear
in the request and that the Board would like to see a recap of
the event, including analytics.
Motion passed 3:0 by a roll call vote.
8. Chamber’s Showcase Mixer on September 15th from 5-7pm
• Recommendation: Consider sending ATBID board members to help and work
the Visit Atascadero table.
• Fiscal Impact: $350 for a table
Deputy City Manager Banish gave the report and answered questions from the Board.
Amanda Diefenderfer shared that Big Red Marketing staff will provide a presence at the
Visit Atascadero Showcase Mixer Booth.
Atascadero TBID
August 31, 2016
Page 5 of 6
Deputy City Manager Banish stated there will be no cost to TBID for the booth space this
year.
Speaking from the Public: Linda Hendy and Jessica Sohi
There was Board Consensus to showcase Visit Atascadero and TBID
at the Chamber Mixer with a key message being the overall experience
of Atascadero, along with Visit Atascadero accomplishments.
D. UPDATES
1. Visit SLO County TMD – No update.
2. Short Term Rental Update – Amanda Diefenderfer stated a list was provided to the
City, but without direct contact information the City is not able to make contact.
Deputy City Manager Banish will work with Big Red Marketing to provide the proper
Code Enforcement Complaint Form.
3. Visit Atascadero Website – Angelica Ottman showed the website to the Board and
will be working to populate the content.
a. Home page & basic inside layout built out and responsive
4. Deputy City Manager Update – Terrie Banish gave updates on the Access
Publishing Visitors Guide, Visitor TV, Live Cam information, Cow Parade and Corn
Toss Showdown.
5. Marketing Committee Update – Angelica Ottman shared that a recommendation
regarding photography and videography will be presented at the next meeting.
6. Marketing Update – Stephanie Goodwin from Verdin Marketing gave a
presentation (Exhibit C)
a. Verdin Marketing Monthly Report
7. Budget Report – Amanda Diefenderfer shared they are waiting for final closing
numbers from City Staff.
E. BOARD MEMBER COMMENTS: None.
Amanda Diefenderfer shared that she will not be attending the next meeting, but Angelica
Ottman will be present for Big Red Marketing.
F. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 4:28 p.m.
Atascadero TBID
August 31, 2016
Page 6 of 6
MINUTES PREPARED BY:
Lori M. Kudzma, Deputy City Clerk
KAORI PHOTO
RICK EVANS - $350
On the Road with Jo
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
AUGUST STAT SUMMARY
ATASCADERO TBID
September 12, 2016
WEB ANALYTICS (2015 V.2016)
WEBSITE TRAFFIC
Website Visits: 3,556 v. 9,359
Mobile Visits: 1,091 v. 5,916
Desktop Visits: 2,113 v. 2,816
Total Unique Visitors:
3,165 v. 7,108
PPV (Page Per Visit): 2.38 v. 1.62
TOS (Time on Site): 1:32 v. 0:59
ACQUISITION
Total Traffic to Site:
9,359
Organic: 1,634 v. 2,548
Referral: 1,595 v. 2,487
Social: 5 v. 2,378
Direct: 322 v. 1,827
Other: 0 v. 119
PAGE VIEWS
Home Page: 2,614 v.
4,394
Lodging: 226 v. 1,305
GEOGRAPHIC REFERRALS
Los Angeles: 287 v. 1,356
Bakersfield: 38 v. 1,018
Atascadero: 373 v. 703
San Francisco: 295 v. 680
Paso Robles: 105 v. 320
SOCIAL MEDIA ANALYTICS (JUNE V. JULY)
TOP REFERRING URLS
lm.facebook.com: 1,973
adspreview.simpli.fi: 1,070
atascadero.org: 437
m.facebook.com: 282
site-auditor.online: 148
SOCIAL MEDIA
Facebook Fans: 4,676 v. 4,743
Facebook Referrals: 1,620 v. 2,377
Total Impressions: 220,296 v. 187,158
Engagement Rate: 0.5% v. 1.0%
New Instagram Followers: +32
Instagram Followers YTD: 362
Instagram Referrals: 1 v. 0
New Twitter Followers: 6 v. 4
Twitter Mentions: 3 v. 1
Twitter Referrals: 0 v. 0
Retweets: 2 v. 0
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
FACEBOOK
The two carousel ads that began in July continued in August. Both had several images and headlines, both
targeted families and encouraged family summer travel. Results for both ads declined slightly from July as
expected with the end of a three-month creative campaign, however the results were still impressive.
Carousel Ad 1 “Ingredients for a Perfect Summer”
The first ad targeted younger families (adults 25-35) in the Central Valley area. Three images were served,
all featuring small children, each with a different headline. Parents who travel with their children were
targeted. The results are below.
General clicking without clicking on specific link: 1,500 clicks
“Take warm nights…” photo of child eating popcorn in a park: 170 clicks
“Add something sweet…” photo of mom and child enjoying a milkshake: 112 clicks
“Finish with something refreshing.” girls swimming: 18 clicks
Total Impressions: 49,495 Clicks: 1,800 CTR: 3.78% (-3%)
Carousel Ad 2 “Invest In Family Memories”
The second ad targeted parents with older children (adults 30-45) living in the Central Valley. Three images
were utilized as well, all with different headlines. The results are below.
General clicking without clicking on specific link: 1,708 clicks
“Invest in family.” photo of young teen on zip line: 182 clicks
“Invest in memories.” photo of parrots at the zoo: 157 clicks
“Invest in summer.” photo of boy and girl underwater swimming: 17 clicks
Total Impressions: 58,404 Clicks: 2,064 CTR: 3.99% (-10%)
Total Facebook results for August (including posts, shares, actions and ads):
Total Impressions: 146,618 Clicks: 5,989 CTR: 4.08%
DIGITAL BANNER ADS
Three digital ads rotated targeting family travelers in the Central Valley. Two ads featured kids having fun
and one ad featured a mom and daughter enjoying a milkshake. All used the same “Invest In Family”
headline. Performance was almost identical to July and provided a great return.
Total Impressions: 266,186
Total engagements (including clicks, hovers, view throughs and video playing): 2,637
Interaction Rate: .96%
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
E -NEWSLETTER ANALYTICS
The August e-newsletter went out on August 19 and performed well. Our old and outdated email
list is affecting our CTR, but with more contests that result in a larger email distribution database
this should change. We highlighted the best views and places to eat in Atascadero, as well as Hot
El Camino Cruise Night.
2,147 Recipients
16.9% Open Rate (Industry Average is 16.1%)
1.2% Click Through Rate (Industry Average is 1.8%)
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$ 234,591.13$ 359,952.40$ 1,242,262.89$
Fiscal Year 2017