HomeMy WebLinkAboutTBID_2016-11-16_AgendaPacket
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, November 16, 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 – October
Action: Board approve the Draft Action Minutes of October 19, 2016. [City
Manager’s Office]
B. OATH OF OFFICE
1. Administration of Oath of Office – New Board Member Tianna Speth to be
sworn in by Deputy City Manager / Asst. City Clerk, Lara Christensen.
C. BUSINESS ITEMS
1. Event Sponsorship Request: 2018 Tent City Marathon by Angelica Ottman
Recommendation: Decide the level of event sponsorship funding that should
be awarded to the 2018 Tent City Marathon.
Fiscal Impact (GL 2802): $15,000 requested
2. Event Sponsorship Request: Atascadero Beer Festival & Beer Run by
Angelica Ottman
Recommendation: Consider awarding event sponsorship funding for $7,500
for the Beer Festival and $7,500 for the Beer Run.
Fiscal Impact (GL 2802): $15,000 requested
3. Visit SLO County Restaurant Month by Angelica Ottman
Recommendation: Support off-setting restaurant membership for up to five
restaurants to participate at $200 each.
Fiscal Impact (GL 2802): Up to $1,000
4. Presence at the Atascadero News Wedding Fair – February 26 & October
(date TBD), 2017 by Terrie Banish
Recommendation: Consider and approve event booth and participation for
both Wedding Fair events.
Fiscal Impact (GL 2802): $600
D. UPDATES
1. Visit SLO County TMD – JP Patel
2. Visit Atascadero Website Update – Angelica Ottman
3. Deputy City Manager Update – Terrie Banish
4. Marketing Committee Update – Angelica Ottman
a. Regular schedule will be the second Thursday of each month at 2 p.m.
b. Discussed additional presence of community members on the marketing
committee
5. Marketing Update – Verdin Marketing
a. Verdin Marketing Monthly Report
6. Budget Report – Amanda Diefenderfer
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
October 19, 2016
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, October 19, 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 2:33 p.m.
ROLL CALL:
Present: Board Members O’Malley and Patel, Vice Chairperson Alexander
and Chairperson Sohi
Absent: None
Staff Present: Destination Manager Amanda Diefenderfer, Destination Specialist
Angelica Ottman, Marketing Consultant Stephanie Goodwin,
Deputy City Manager Lara Christensen and Deputy City Manager/
Outreach, Promotions, Events Terrie Banish.
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve the agenda.
Motion passed 4:0 by a roll call vote.
PUBLIC COMMENT:
The following persons spoke during Community Forum: Ashlee Akers and Tom
O’Malley.
Atascadero TBID
October 19, 2016
Page 2 of 4
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]
MOTION: By Vice Chairperson Alexander and seconded by Board
Member O’Malley to approve the consent calendar.
Motion passed 4:0 by roll call vote.
B. BUSINESS ITEMS
1. Review of Photography Estimate by Angelica Ottman
• Recommendation: Review and approve recommended photographer.
• Fiscal Impact (GL 2301): $350 - $9,525.00 depending on photographer.
Angelica Ottman from Bid Red Marketing presented the various photography estimates
and provided the Board with an additional estimate from Lisa Lorne Photography
(Exhibit A). She and Deputy City Manager Terrie Banish answered questions from the
Board.
Speaking from the Public: Jessica Sohi and Annie Weyrich
MOTION: By Vice Chairperson Alexander and seconded by Board
Member O’Malley to approve Lisa Lorne Photography in the
amount of $6,475.
Motion passed 4:0 by a roll call vote.
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve Rick Evans for some outdoor shots in
the amount of $350.
Motion passed 4:0 by a roll call vote.
2. Review of Videography Estimate by Angelica Ottman
• Recommendation: Review and approve recommended videography option.
• Fiscal Impact (GL 2301): Free - $10,000 depending on videographer.
Angelica Ottman from Bid Red Marketing presented the various videography estimates
and answered questions from the Board.
Speaking from the Public: Jessica Sohi and Annie Weyrich
MOTION: By Chair Sohi and seconded by Vice Chairperson Alexander to
utilize the free B roll from KSBY and revisit, at a later date, the
use of Red Canary.
Motion passed 4:0 by a roll call vote.
Atascadero TBID
October 19, 2016
Page 3 of 4
3. Event Sponsorship Request: 2018 Tent City Marathon by Victoria Hartt
• Recommendation: Take presentation into consideration with plan to make
decision at November Board Meeting.
• Fiscal Impact (GL 2802): $15,000 requested
Victoria Hartt from Vitality Fitness Delivered gave the presentation (Exhibit B) and
answered questions from the Board.
Speaking from the Public: Tim Billing
There was Board Consensus to receive and file this report.
4. Event Sponsorship Request: 2017 Z-Day California Car Show Event by
Terrie Banish
• Recommendation: Consider awarding event sponsorship funding.
• Fiscal Impact (GL 2802): $7,500 requested
Deputy City Manager Terrie Banish gave the report and answered questions from the
Board.
Speaking from the Public: Jessica Sohi and Annie Weyrich
MOTION: By Board Member O’Malley and seconded by Chair Sohi to
approve sponsorship in the amount of $5,000 for the first year
and, should ATBID continue, consider funding in the future.
Motion passed 4:0 by a roll call vote.
5. Discussion: Marketing the Cow by Terrie Banish
• Recommendation: Board to discuss developing a marketing plan.
• Fiscal Impact: None
Deputy City Manager Terrie Banish discussed opportunities for marketing CowParade
SLO cows that are on display in Atascadero and answered questions from the Board.
Speaking from the Public: Annie Weyrich and Jessica Sohi
There was Board Consensus to continue to develop ideas for marketing the cows
and to research ways to involve local businesses and hotels in the marketing
efforts.
C. UPDATES
1. Visit SLO County TMD – Board Member Patel reported that occupancy rates for
Atascadero were up for both the months of August and September. He also
reported that a new logo is being finalized for Visit San Luis Obispo County.
Atascadero TBID
October 19, 2016
Page 4 of 4
2. Visit Atascadero Website Update – Angelica Ottman reported that Big Red
Marketing is working with business to gather updated contact and reference
information for the website.
3. Event Sponsorship Application Update – Angelica Ottman reported that
applications are being distributed upon request. Deputy City Manager Terrie
Banish noted that she continues to look for sponsorship opportunities.
4. Deputy City Manager Update – Deputy City Manager Terrie Banish gave a brief
update on marketing and promotion efforts.
5. Marketing Committee Update – Angelica Ottman reported that the Committee
declined marketing opportunities in the 2017 SLO County Visitor Guide and the
Yosemite National Park Travel Guide but will place an advertisement in the 2017
Restaurant Month Guide.
6. Marketing Update – Ashlee Akers from Verdin Marketing gave a presentation.
a. Verdin Marketing Monthly Report
7. Budget Report – Amanda Diefenderfer passed out the budget report (Exhibit C)
and answered questions from the Board.
D. BOARD MEMBER COMMENTS: None
E. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 4:26 p.m.
MINUTES PREPARED BY:
Lara Christensen, Deputy City Manager
The following exhibits are available for review in the City Clerk’s office:
Exhibit A – Lisa Lorne Photography Estimate, handout from Angelica Ottman, Big Red Marketing
Exhibit B - Tent City Marathon slides, handout from Victoria Hartt, Vitality Fitness Delivered
Exhibit C - ATBID Budget Report, handout from Amanda Diefenderfer, Big Red Marketing
1 Atascadero Business Improvement District (ATBID) Event Support Guidelines •Attracts3,000or moreattendees•More than 30% of attendees are visitors•Event encourages2+ night stayTier1•Attractsbetween 500 -3,000 attendees•Less than 30% of attendees are visitors•Event encourages 1night stayTier2•Attracts 500 or less attendeesTier3Total Support = Up to $15,000 Total Support = Up to $7,500 Total Support = Up to $500
2 Atascadero Business Improvement District (ATBID) Event Support Guidelines Additional considerations: 1)Does event support Visit Atascadero objectives? 2)Will event be held during off-season or high-season? 3)Is event new or existing? If existing, how was previously awarded money spent? 4)Three-year growth plan 5)Attendee demographics 6)Fiduciary responsibility
2017 Event Support Application Form
Requesting Organization: Vitality Fitness Delivered
Contact: Victoria Hartt Phone Number: (530) 521-1877
Email: VictoriaEhartt@gmail.com Mailing Address: 8360 Santa Ynez Ave.
City, State, Zip: __Atascadero, CA. 93422_________________
Name of Event: _Tent City Marathon____________________
Event Description: _The Tent City Marathon is a race consisting of 5k, 10k, ½
Marathon, and Full Marathon distances. These distances will attract the full spectrum of
running athletes and walkers. This event will attract the participant’s friends and family
as well as local spectators. A race expo will be held at the Sunken Gardens where
finishers and spectators can enjoy local business booths, national brand booths, live
music, food vendors, and a beer garden. All proceeds will be supporting the local non-
profit Printery Foundation which endeavors to restore the historic Printery Building into a
community building for the Arts.
Event Dates/Times: Sunday, March 25th, 2018 _____________________
Event Website: _Domain name secured, www.TentCityMarathon.com________
Total Anticipated Attendees: _3,000+_ % From Outside SLO County: _40-50%_
Support Requested : $15,000.
Additional Details: Participants begin the race very early Sunday morning. Out of
county and out of state participants will stay in Atascadero as they will want to stay in
close proximity to the start line. Many of these non-local participants will make a
weekend getaway of it, and will need lodging for 2 or more nights.
The race will be held in 2018 which means we have ample amount of time to set up and
launch a very effective marketing campaign. The majority of our marketing will be
targeted outside San Luis Obispo, as well as nationwide. Our goal is to have 2,000
racers and 1,000 additional spectators and expo attendees. We project 40-50% of our
participants and spectators will be from out of SLO county and out of state.
We wish to support the Visit Atascadero mission by showcasing our town and its central
location to everything in SLO County. Participants will be looking to our website for
direction on lodging, good eats, and extra attractions. We wish to make special offers
with in-town restaurants, and hotels that will go on the race web site incentivizing their
tourist dollars be spent within Atascadero. We will also include various attractions our
town offers as well as the surrounding area. By showcasing what the central coast has
to offer, the likely hood of multi-night stays increases dramatically.
The Tent City Marathon will be keeping close track of participant data to help the
Tourism Board determine the successful impact of this event. All racers are required to
provide their home address so we will know exactly how many “out of towners”
participated. We will also have data on how many of those participants booked hotel
rooms through the race website offers. We will be conducting post race data collection
with partnered restaurants and hotels inquiring on event numbers and sales. We will
get post expo summaries from all the vendors to evaluate how successful they deemed
the event based on sales and interest as well.
This event will grow in the same manner as the SLO Marathon, City to the Sea, and
other races on the central coast. The key to highly sought after races include:
x A great expo at the finish line. Our expo will host music from a local band, beer
garden, wine garden, local vendors, national brand vendors, a stretch-and-
massage tent for post race aches and pains.
x A hefty swag bag (the goodie bag racers receive as a thank you for participating).
Our swag bag will provide racers with their bib (with RFID timing chip), a post
race breakfast, race t-shirt, finishers medal, and local treats from donors such as
olive oil, brains bread, coupons and more. It will also include one free beer token
to racers over the age of 21 to be used at the expo beer garden.
x A well organized, beautiful, but challenging course that reaches out to athletes of
all levels (5k, 10k, ½ and full marathon). We intend to provide one of the best
race experiences on the central coast to ensure it grows by the hundreds or
thousands annually just as other successful races have here in SLO county.
Tent City Marathon
Plan for Awarded Grant Funds
To ensure we achieve the majority of the 3,000 participants to travel from
out of the county or state, we will proceed with targeted advertising outside
of SLO county. As I mentioned in the presentation, racers want to stay as
close to that “early get up start line” as possible. So we will have full hotels
and restaurants for the weekend of the event as long as we have the budget
to market in an effective and targeted way.
First, we will run a targeted PPC AdWords campaign. These have proven to
be very effective at bringing in race participants for many races across the
U.S. by directing traffic to the race website where they can sign up. As I
mentioned, the SLO Marathon sold out in their first year. They actually had
to stop their Ad campaign prior to the event.
Second, we will utilize Active.com as a marketing resource. It’s at the center
of the race world with a searchable online sign up platform, and software
that allows us to track demographics and sales. It also creates ads for some
of the targeted marketing we need towards athletes all over the U.S. who
are searching for these races.
Approximate marketing cost between January 1st 2017 and February 1st
2018 is between $15,000 – $20,500.
Tent City Marathon has applied as tier 3 event for the $15,000 grant. We are
so grateful for your consideration and time in this decision. It will be just the
support we need to launch this into an annual monster event. Thank you
very much!
2017 Event Support Application Form
Requesting Organization: __HOLE HOP PROMOTIONS______________________
Contact: _MIKE GASBARRA___ Phone Number: ___805-305-2430______________
Email: ___gasbarra@att.net____ Mailing Address: __846 NAPLES STREET______
City, State, Zip: GROVER BEACH, CA 93433 .
Name of Event: ______ATASCADERO BEER FESTIVAL_______________________
Event Description: ___BEER, MUSIC, FOOD, WITH LOCAL SERVICE GROUP
PARTICIPATING TBD____________________________________________________
_____________________________________________________________________
Event Dates/Times: ____SEPT 9, 2017, 5-8:30PM_____________________
Event Website: _____ATASCADEROBEERFEST.COM____(not up yet)___________
Total Anticipated Attendees: ___500_ % From Outside SLO County: __25___
Support R equested (desired monetary amount or in-kind marketing support): $7,500_
_____________________________________________________________________
Additional Details: __16 YEARS EXPERIENCE BEER EVENTS, WILL OFFER___
__REDUCED ADMISSION WITH PROOF OF HOTEL STAY, WILL OFFER____
__INCENTIVES FOR VENDORS WHO HOTEL STAY__________________________
Please feel free to attach additional information for consideration
2017 Event Support Application Form
Requesting Organization: __HOLE HOP PROMOTIONS______________________
Contact: _MIKE GASBARRA___ Phone Number: ___805-305-2430______________
Email: ___gasbarra@att.net____ Mailing Address: __846 NAPLES STREET______
City, State, Zip: GROVER BEACH, CA 93433 .
Name of Event: ______ATASCADERO BEER RUN_______________________
Event Description: ___4K BEER RUN IN CON-UNCTION WITH BEER FESTIVAL
TO BE HELD IF ADDITIONAL SUPPORT IS OBTAINED______________________
_____________________________________________________________________
Event Dates/Times: ____SEPT 9, 20, 3-5 PM_____________________
Event Website: _________TBD
Total Anticipated Attendees: ___500_ % From Outside SLO County: __25___
Support R equested (desired monetary amount or in-kind marketing support): ,500_
_____________________________________________________________________
Additional Details: __6 YEARS E;PERIENCE BEER EVENTS, WILL OFFER___
__REDUCED ADMISSION WITH PROOF OF HOTEL STAY, WILL OFFER____
__INCENTIVES FOR VENDORS WHO HOTEL STAY__________________________
Please feel free to attach additional information for consideration
Mike Gasbarra
846 Naples Street
Grover Beach, Ca 93433
Cell 805-305-2430
gasbarra@att.net
sponsorship
request
ATASCADER
O
Beer fest
Prepared for: Visit Atascadero
Description: A mutually beneficial relationship
putting on the Atascadero Beer Fest which will be held
September 9, 2017 at Atascadero Lake Park. This will be an
annual event and has already garnered lots of excitement from
the community. It is a great way for local and out of town
adults to stay in town and enjoy some of the things that make
life great… food, friends, music and beer!
The Atascadero Beer Run would be a separate event but tied in
together. Having the two events together would take this up a
notch and make it more attractive to out of town visitors as a
destination event.
HELP requested: Financial assistance of
$7,500 for each event (total $15,000) and to be included in
regular current Visit Atascadero promotions. I believe this will
be a popular local event but with this funding it can be brought
to be a great destination event. I think the full amount is fair as
I have seen similar funding on events with less destination
potential. I think this event will be popular in it’s first year but
by the third year we will have a strong, measurable impact.
Why: If sponsorship is received, this event will also have a
focus of attracting attendance from outside the area. We will
also have a focus to grow this event each year. We will do this
by focusing current connections and marketing efforts to out of
area and offering incentives to vendors and attendees that stay
in Atascadero for the event. (example: discounted admission
with verifiable Atascadero hotel stay)
In addition to encouraging stays we will also be trying to
include as much of the community that cares to be involved.
We plan to have opportunities for local service groups and
businesses to be involved and receiving a portion of the
proceeds.
About me: I have 16 years experience organizing
beer events and have strong ties to the local beer community. I
also have experience in brewpub operation, beer wholesale,
beer retail, home brew supply and home brewing. Basically an
all around beer geek.
I grew up in Visalia and now live with my wife of 24 years in
Grover Beach along with our two sons ages 17 and 21 and our
dog Diego.
When I’m not organizing or attending beer events I work as a
communications technician at AT&T. Some of the events I’ve
been involved with include Blues & Brews at the Ballpark,
Visalia Craft Beer Festival, SLO Craft Beer Festival, Templeton
Beer Festival.
Any questions please call, text or email me at the info above.
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
OCTOBER STAT SUMMARY
ATASCADERO TBID
November 8, 2016
WEB ANALYTICS (2015 V.2016)
WEBSITE TRAFFIC
Website Visits: 7,013 v. 9,274
Mobile Visits: 4,672 v. 6,445
Desktop Visits: 1,996 v. 2,339
Total Unique Visitors:
5,130 v. 6,824
PPV (Page Per Visit): 1.51 v. 1.49
TOS (Time on Site): 0:56 v. 0:50
ACQUISITION
Total Traffic to Site:
9,274
Direct: 2,481 v. 3,520
Referral: 1,768 v. 2,040
Organic: 1,720 v. 1,760
Social: 874 v. 1,364
Other: 170 v. 584
PAGE VIEWS
Home Page: 6,133 v.
7,102
Lodging: 235 vs. 84
GEOGRAPHIC REFERRALS
Los Angeles: 954 v. 1,321
San Francisco: 585 v. 853
Bakersfield: 498 v. 794
Atascadero: 447 v. 550
Sacramento: 241 v. 310
SOCIAL MEDIA ANALYTICS (SEPT V. OCT)
TOP REFERRING URLS
lm.facebook.com: 1,041
adspreview.simpli.fi: 971
atascadero.org: 293
site-auditor.online: 119
eastads.simpli.fi: 223
visitsanluisobispocounty.com: 107
SOCIAL MEDIA
Facebook Fans: 4,797 v. 4,834
Facebook Referrals: 867 v. 1,360
Total Impressions: 177,383 v. 176,682
New Instagram Followers: +73
Instagram Followers YTD: 498
Instagram Referrals: 3 v. 2
New Twitter Followers: +14
Twitter Mentions: 0 v. 3
Twitter Referrals: 3 v. 1
Retweets: 0 v. 0
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
E -NEWSLETTER ANALYTICS
The October e-newsletter went out on October 25 and performed well. Our open rate is above the
industry average. Future contests to increase e-newsletter subscribers will help to build our
recipient list and keep the Atascadero message
Recipients: 2,129
Open Rate: 17.2% (Industry Average is 16%)
Click Through Rate: .8% (Industry Average is 1.8%)
FACEBOOK
In October the “Un-vacation” ad continued. This ad targets the 25-45 year olds with or without families, in
the Central California Valley (Tulare, Bakersfield, Visalia).
Total impressions: 252,087
Total clicks: 6,587 (+5%)
Total actions: 6,592
CTR: 2.68%
DIGITAL BANNER ADS
The “Un-Vacation” theme was included for usage with the digital banner ads. The digital banner ads were
animated, with an image fading into the closing headline, logo and link.
Total Impressions: 330,418
Total engagements (including clicks, hovers, view-through and video playing): 3,236 (+45%)
Interaction Rate: .95%
PANDORA
Pandora ads were added to the advertising campaign in October. The ads targeted middle-income families
in the Bay Area suburbs. The campaign over delivered slightly in regards to impressions and CTR.
Impressions: 302,562
Clicks: 504
CTR: .30%
GL #Notes
INCOME PROJECTIONS July August September
1100 2% BID Revenue July 2016 - June 2017 Based on a 7% yoy growth
1200 Estimated Cash Rollover 329,849.00$ Figure not final until fiscal year is closed by City Finance
1300 Investment Earnings
Total 329,849.00$
Expenses Actuals
2016/2017
Proposed budget
2100 Admin 2,820.00$
2101 City Admin Fees -$ 2,000.00$
2102 Office Expense -$ 820.00$
2200 Contracting Firm Fees 42,000.00$
2201 Big Red Marketing - Destination Manager 2,500.00$ $2,500 5,000.00$ 30,000.00$
2202 Verdin Marketing - Marketing Firm 1,169.00$ 867.78$ 1,000.00$ 3,036.78$ 12,000.00$
Per approved scope of work at
January 2016 board meeting
2300 Visual Assets 27,500.00$
2301 Photography & Video -$ 7,500.00$
2302 Creative Services - Verdin Scope 996.00$ 2,004.00$ 2,007.00$ 5,007.00$ 20,000.00$
Per approved scope of work at
January 2016 board meeting and
includes reactive creative
2400 Digital Marketing 63,800.00$
2401 Website Updates 5,141.00$ 359.00$ 7,465.00$ 12,965.00$ 38,000.00$
Includes budget for Clever Concepts
Website Build and Verdin's updates
throughout the year
2402 Social Media contest hard costs 239.00$ 250.00$ 226.00$ 489.00$ 3,000.00$
2403 Social Media/E-Newsletter/Constest Management 2,105.00$ 1,695.00$ 2,469.00$ 6,269.00$ 22,800.00$
Per approved scope of work at
January 2016 board meeting
2500 Advertising 72,700.00$
2501 Planned Media Buys 2,955.00$ 4,600.00$ 1,427.00$ 8,982.00$ 44,700.00$
Per approved scope of work at
January 2016 board meeting
2502 Reactive Advertising & Co-Ops 1,883.50$ 1,883.50$ 25,000.00$
Could be with Visit SLO County or
the Chamber of Commerce
2503 Verdin Media Retainer 1,006.00$ 244.00$ 205.00$ 1,250.00$ 3,000.00$
Per approved scope of work at
January 2016 board meeting
2600 Public Relations 9,500.00$
2601 Group FAM -$ 3,000.00$
2602 Individual Itineraries -$ 1,500.00$
2603 PR Retainer & Reactive Planning 753.00$ 107.00$ 418.00$ 860.00$ 5,000.00$
Per approved scope of work at
January 2016 board meeting. $3500
planned and $1500 reactive
2700 Tour & Travel 3,000.00$
2701 CCTC Co Op Fams 425.00$ 425.00$ 1,500.00$
2702 Visit CA Co Op Fams -$ 1,500.00$
2800 Consumer Outreach 27,750.00$
2801 Consumer Show Presence -$ 2,750.00$
2802 Event Support Program -$ 25,000.00$
TOTAL EXPENSES 14,789.00$ 12,626.78$ 19,600.50$ 249,070.00$
3001 Cash Reserves 24,900.00$ 10% of total budget
Contingency $55,879.00
4001 Contingency Fund (unallocated)
TOTAL Budget $304,949.00
ATBID 2016/17 Proposed BUDGETED P&L
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 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 441,184.12$