HomeMy WebLinkAboutTBID_2017-01-18_Agenda Packet
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, January 18, 2017 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
Board Member Tianna Speth, 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 – November
• Action: Board approve the Draft Action Minutes of November 16, 2016. [City
Manager’s Office]
2. Resolution Establishing the Date, Time and Location for Meetings of the
Atascadero Tourism Business Improvement District
• Recommendation: Board adopt the Draft Resolution establishing the date, time
and location for meetings of the Tourism Business Improvement District.
B. BUSINESS ITEMS
1. Advertising Opportunity: VSLOC’s 2017 Co-op Program | BuzzFeed by
Angelica Ottman and Verdin
• Recommendation: Participate in BuzzFeed co-op with VSLOC because of
viewer demographic and widespread reach.
• Fiscal Impact (GL 2502): $10,000
2. Advertising Opportunity: Vintages Magazine by Angelica Ottman
• Recommendation: To pursue placement in Vintages Magazine because it
represents significant reach in the Central Valley area.
• Fiscal Impact (GL 2502): $3,700 for full page ad twice a year ($1,850 per issue).
3. Community Members invited to Marketing Committee Meetings by Angelica
Ottman
• Recommendation: Allow community members with marketing experience to
participate in providing feedback at the marketing committee meetings.
• Fiscal Impact: None
4. Marketing Committee Budget by Angelica Ottman
• Recommendation: Consider approving a spending limit for the marketing
committee which would allow participation in reactive advertising
opportunities.
• Fiscal Impact (GL 2502): $9,500 cap suggested per committee
recommendation
5. Event Sponsorship Request: Atascadero Beer Festival & Beer Run by
Angelica Ottman
• Recommendation: Decide if the 2017 Beer Festival & Beer Run should be
awarded event sponsorship funding.
• Fiscal Impact (GL 2802): $15,000 requested
6. Short Term Rentals by Amanda Diefenderfer
• Recommendation: Review and provide direction for how to report short term
rentals (i.e., vacation rentals, Airbnb, VBRO properties) not paying into TOT
tax.
• Fiscal Impact (GL 2802): None
C. UPDATES
1. Visit SLO County TMD – JP Patel
2. Visit Atascadero Website Update – Angelica Ottman
3. STR Figures – Amanda Diefenderfer
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 – Amanda Diefenderfer
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 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
November 17, 2016
Page 1 of 4
SPECIAL MEETING
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, November 16, 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 2:32 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, 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 3:0 by a roll call vote.
PUBLIC COMMENT: None.
Atascadero TBID
November 17, 2016
Page 2 of 4
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]
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve the consent calendar.
Motion passed 3:0 by roll call vote.
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.
Deputy City Manager/Asst. City Clerk Lara Christensen administered the Oath of Office
to new Board Member Tianna Speth.
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
Angelica Ottman from Bid Red Marketing presented the report. Deputy City Manager
Terrie Banish, Destination Manager, Amanda Diefenderfer and Angelica Ottman
answered questions from the Board.
Speaking from the Public: Annie Weyrich
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve sponsorship funding to the 2018 Tent City
Marathon in the amount of $15,000.
Motion passed 4:0 by a roll call vote.
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
Mike Gassbarra representing the Atascadero Beer Festival & Beer Run gave the
presentation and answered questions from the Board. The Board requested additional
Atascadero TBID
November 17, 2016
Page 3 of 4
information be provided prior to a decision being made including how sponsorship money
will be used, potential breweries that will be participating in the event, and where/how
marketing will be done for the event.
Speaking from the Public: Jessica Sohi
There was Board Consensus to receive and file this report.
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
Angelica Ottman from Bid Red Marketing presented the report. Deputy City Manager
Terrie Banish, Destination manager Amanda Diefenderfer, and Angelica Ottman
answered questions from the Board.
Speaking from the Public: Jessica Sohi and Annie Weyrich
MOTION: By Board Member Speth and seconded by Board Member
O’Malley to 1) support off-setting restaurant membership for up
to ten restaurants to participate in Visit SLO County Restaurant
Month at $200 each with a $1,000 match from the City, 2) direct
staff to conduct a vetting process for interested restaurants,
and 3) place a two-year limit on receipt of the $200 support per
restaurant.
Motion passed 4:0 by a roll call vote.
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
Deputy City Manager Terrie Banish presented the report and answered questions from
the Board.
Speaking from the Public: Annie Weyrich
MOTION: By Vice Chairperson Alexander Board Member O’Malley and
seconded by Board Member Speth to approve event booth and
participation for both Atascadero News Wedding Fairs in the
amount of $600.
Motion passed 4:0 by a roll call vote.
Atascadero TBID
November 17, 2016
Page 4 of 4
D. UPDATES
1. Visit SLO County TMD – Amanda Diefenderfer reported that Visit SLO County =
is fine tuning the visual for the new SLO Cal logo.
2. Visit Atascadero Website Update – Angelica Ottman reported that the website is
near completion and a go-live date is anticipated for December 1.
3. Deputy City Manager Update – Terrie Banish gave a brief update on marketing
and promotional efforts in the City as well as past and upcoming City events.
4. Marketing Committee Update – Angelica Ottman gave a brief update on the
Marketing Committee and reported that new marketing photos will not be taken
until after the holidays in order to maximize the usability of the photos. She noted
that Visit SLO County is commissioning additional photos and there will be an
opportunity to receive some free photos from them as well. Ms. Ottman reported
that the 2016 Visit California Global Ready China Seminar will be held on
Wednesday, December 7 at the San Luis Obispo Courtyard by Marriott and tickets
are $30 per person.
a. Regular schedule will be the second Tuesday of each month at 2 p.m.
b. Discussed additional presence of community members on the marketing
committee
5. Marketing Update – Stephanie Goodwin from Verdin Marketing provided an
updated Stat sheet (Exhibit A) and gave a brief presentation.
a. Verdin Marketing Monthly Report
6. Budget Report – Amanda Diefenderfer presented the budget report and answered
questions from the Board.
E. BOARD MEMBER COMMENTS
Chair Sohi requested that the Board revisit the topic of the monthly payment of
Transient Occupancy Tax (TOT).
Board Member O’Malley reported that two new lodging businesses are in the works for
Atascadero.
F. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 4:18 p.m.
Atascadero TBID
November 17, 2016
Page 5 of 4
MINUTES PREPARED BY:
Lara Christensen, Deputy City Manager/Assistant City Clerk
The following exhibits are available for review in the City Clerk’s office:
Exhibit A – Updated October Stats, handout from Stephanie Goodwin, Verdin Marketing
ITEM NUMBER: TBID A-2
DATE: 01/18/17
Atascadero Tourism Business Improvement
District Advisory Board
Resolution Establishing the Date, Time and Location for
Meetings of the Atascadero Tourism Business Improvement
District
RECOMMENDATION:
Advisory Board adopt the Draft Resolution establishing the date, time and location for
meetings of the Advisory Board for the Tourism Business Improvement District.
DISCUSSION:
At the request of the lodging business owners in Atascadero, the Atascadero Tourism
Business Improvement District (ATBID) was formed in April 2013. Atascadero City Council
adopted Ordinance 568 establishing the ATBID in accordance with the Parking and Business
Improvement Law of 1989. The law requires that the Advisory Board meet no less than
quarterly.
In June 2013, the ATBID Advisory Board adopted Resolution No. 2013-001 establishing
the date, time, and location for ATBID Board meetings. Resolution No. 2013-001 set
meetings for the fourth Wednesday of even numbered months, at 2:00 p.m., with special
meetings scheduled as needed at City of Atascadero City Hall.
Since that time, the Advisory Board has met monthly. Staff is recommending that the
Advisory Board meetings be held on the third Wednesday of every month at 2:30 p.m.
with special meetings scheduled as needed. The recommended meeting place is the City
of Atascadero City Hall, Atascadero, CA.
ATTACHMENTS:
Draft Resolution
RESOLUTION NO. TBID
A RESOLUTION OF THE ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT, ESTABLISHING THE DATE, TIME AND
LOCATION OF ADVISORY BOARD MEETINGS
AND SUPERSEDING RESOLUTION 2013-001
WHEREAS, the Atascadero Tourism Business Improvement District (ATBID) Advisory
Board has previously adopted Resolution 2013-001, establishing the date, time and location of
ATBID meetings; and;
WHEREAS, the ATBID Advisory Board has met and conferred to determine a new date,
time and location for Advisory Board meetings.
NOW, THEREFORE, BE IT RESOLVED by the Atascadero Tourism Business
Improvement District Advisory Board, as follows:
SECTION 1. The Advisory Board meetings shall be on the third Wednesday of the
month, beginning January 18, 2017 at 2:30 p.m., and the meetings shall be open to the public.
Meetings may be adjourned by the presiding officer if a quorum is not present.
SECTION 2. The location of the Advisory Board meetings shall be at Atascadero City
Hall, Atascadero, California.
SECTION 3. Special meetings may be called by the Chairperson or by three (3) board
members, and notice thereof shall be provided in accordance with the Brown Act.
PASSED, APPROVED, AND ADOPTED at a regular meeting of the ATBID Advisory
Board, held on this 18th day of January, 2017 by the following vote:
AYES:
NOES:
ABSENT:
ATTEST:
_____________________________
Amanda Muther, Deputy City Clerk
Atascadero Tourism Business
Improvement District Advisory Board
______________________________
Amar Sohi, Chairperson
VSLOC - Content Creation Co-op Program
BuzzFeed
Space Close: January 3, 2017
In an effort to assist in the promotion of the county’s various destinations and other qualified assets, VSLOC is happy to
announce a co-op program focused on the following:
• Designing opportunities for our partners that they are not able to achieve on their own
• Delivering opportunities outside of the traditional regional market area
• Designing detailed content pieces that share the San Luis Obispo County story with potential consumers
BuzzFeed delivers 200+ million unique monthly visitors, 59% of which are ages 25-54. BuzzFeed will create two custom
content pieces, one focused on outdoors and one focused on culinary. A total of five partners are able to buy into this
co-op program, with three featured in one theme and two featured in another. The content will be promoted
throughout BuzzFeed and on Facebook to ensure the minimum guaranteed page views are met. Promotions will be geo-
targeted to Los Angeles, San Francisco, Seattle and Phoenix, and will also be located on BuzzFeed.com. Each article will
be promoted for one month.
Program Benefits
• Guaranteed 123,457 views between both pieces, via native story units and paid social promotions
• All content is search optimized, giving the opportunity for additional exposure through organic search
• Content will live on BuzzFeed site indefinitely, extending the reach of the content via organic searches
and social shares
• VSLOC and co-op partners will have all rights to the content created
Program Details
• VSLOC
o One large hero image and an introduction of 125 words minimum
• Co-op Partner
o Content to follow will feature each of the partners and include a minimum of 3 photos and 375
words per partner
o Word count may vary to ensure the best performance of the article
• VSLOC Contribution
o $25,000.00 Net per page, $50,000.00 Net Total (two pages total)
• Co-op Partner Contribution- up to five
o $10,000.00 Net per partner
• Example: https://www.buzzfeed.com/virginiatourism/wine-lovers-weve-found-your-new-
paradise?b=1&utm_term=.oygR58dO7#.yrMa6po8q
Program Materials Needed
• Articles to launch March 2017- Materials due January 16th 2017
• Theme of choice- Outdoors or Culinary
• Bank of 5-10 images/locations, with copy points about each, for BuzzFeed to choose from
• Any special requests of things that should or should not be included
• Best point of contact for when BuzzFeed writer is in market
For any questions, or if you would like to participate in this co-op program, contact Ted Rooke, trooke@bcfagency.com
and Michelle Wilson, mwilson@bcfagency.com, for more details.
Spring Issue:
Publishes Saturday, March 11th
Fall Issue:
Publishes Saturday, September 2nd
2 0 1 7 S p e c i a l S e c t i o n
1
Atascadero Business Improvement District (ATBID)
Event Support Guidelines
•Attracts 3,000 or more attendees
•More than 30% of attendees are visitors
•Event encourages 2+ night stayTier1
•Attracts between 500 -3,000 attendees
•Less than 30% of attendees are visitors
•Event encourages 1 night stayTier2
•Attracts 500 or less attendeesTier3
Total Support =
Up to $15,000
Total Support =
Up to $7,500
Total Support =
Up to $500
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
DECEMBER STAT SUMMARY
ATASCADERO TBID
January 9, 2017
WEB ANALYTICS (2015 V.2016)
WEBSITE TRAFFIC
Website Visits: 4,813 v. 9,894
Mobile Visits: 2,740 v. 7,642
Desktop Visits: 2,073 v. 2,252
Total Unique Visitors: 4,208 v. 7,374
PPV (Page Per Visit): 1.75 v. 1.89
TOS (Time on Site): 1:05 v. 0:57
ACQUISITION
Total Site Traffic: 9,894
Direct: 1,802 v. 4,482
Organic: 1,313 v. 1,719
Social: 713 v. 1,449
Referral: 985 v. 1,876
Other: 0 v. 368
PAGE VIEWS
Home Page: 3,847 v.
10,189
Lodging: 0 v. 215
GEOGRAPHIC REFERRALS
Los Angeles: 397 v. 1,261
San Francisco: 404 v. 838
Atascadero: 499 v. 815
Bakersfield: 50 v. 665
San Luis Obispo: 153 v. 393
TOP REFERRING URLS
lm.facebook.com: 729
adspreview.simpli.fi: 575
l.facebook.com: 440
atascadero.org: 329
sanluisobispo.com: 283
m.facebook.com: 203
SOCIAL MEDIA ANALYTICS (NOVEMBER V. DECEMBER)
SOCIAL MEDIA
Facebook Fans: 4,877 v. 4,906
Facebook Referrals: 1,152 v. 1,372
Total Impressions: 274,764 v. 297,111
New Instagram Followers: -35
Instagram Followers YTD: 549
Instagram Referrals: 3 v. 2
New Twitter Followers: 8 v. 4
Twitter Mentions: 4 v. 5
Twitter Referrals: 3 v. 10
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
E -NEWSLETTER ANALYTICS
The December e-newsletter went out on Monday, December 5 and featured information on holiday
happenings and seasonal experiences. The newsletter is performing about at the industry average.
2,077 Recipients
14.6% Open Rate (Industry Average is 16%)
1.5% Click Through Rate (Industry Average is 1.8%)
FACEBOOK
The successful “Un-vacation” creative campaign continued for it’s last month in December. We are
extremely happy with the results, especially considering that most destinations see a decline December
results due to holiday activity. Facebook activity remained consistent compared to November. This ad
targets the 25-45 year olds with or without families, in the Central California Valley (Tulare, Bakersfield,
Visalia).
Total impressions: 268,615
Total clicks: 8,809
Total actions: 8,393
CTR: 3.28%
DIGITAL BANNER ADS
The “Un-Vacation” campaign was also extended to digital banner ads from September to December 31,
2016. The digital banner ads were animated, with an image fading into the closing headline, logo and link. As
expected, the digital ads results were slightly lower due to the average consumer naturally focusing on
holiday activities.
Total Impressions: 153,899
Total engagements (including clicks, hovers, view-throughs and video playing): 1,685
Interaction Rate: 1.04%
Total clicks to website: 80
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 441,814.34$ 12,891.59$
City
Object #GL #Updated 01/11/17 Notes
REVENUE PROJECTIONS July August September October November December January February March April May June 2015/2016 Actual2015/2016 PROJECTED INCOME
1100 2% BID Revenue July 2015 - June 2016 77,439.35$ 52,104.52$ 46,918.23$ 64,615.90$ 241,078.00$ 183,030.00$ Adjusted based on EOY actual
1200 Fund Balance 289,333.00$ Adjusted based on EOY actual
1300 Investment Earnings 5,458.00$ 2,690.00$
Total 246,536.00$ Revenue Projections TBID = $183,307 and Interest $2670
Budget ACTUAL 2015/16 Budget
Remaining
Budget
% total
budget
Categorical
Contingency
2100 Admin 3,550.80$ 3,830.30$ 279.50$ 1.55%-$
6900000 2101 City Admin Fees 25.27$ 762.08$ 488.40$ 1,135.02$ 2,410.77$ 1,830.30$ ($580.47)
6050000 2102 Office Expense 549.35$ 191.08$ 399.60$ 1,140.03$ 2,000.00$ $859.97
2200 Contracting Firm Fees 40,619.25$ 40,000.00$ (619.25)$ 16.22%-$
6500000 2201 Big Red Marketing - Destination Manager 2,500.00$ 2,500.00$ 5,000.00$ 2,500.00$ 2,509.35$ 4,990.65$ 2,500.00$ 7,500.00$ 30,000.00$ 30,000.00$ $0.00
6500000 2202 Verdin Marketing - Marketing Firm 826.00$ 765.00$ 809.00$ 768.00$ 821.00$ 773.00$ 792.00$ 1,066.00$ 1,001.00$ 1,000.00$ 965.00$ 1,033.25$ 10,619.25$ 10,000.00$ ($619.25)
2300 Marketing Plan 1,667.00$ 12,500.00$ 10,833.00$ 5.07%2,500.00$
6500000 2301 Development and update 1,500.00$ 167.00$ 1,667.00$ 10,000.00$ $8,333.00
2400 Visual Assets 24,936.73$ 15,000.00$ (9,936.73)$ 6.08%-$
6500000 2401 Photography & Visual Resources 405.00$ 5,163.62$ 5,568.62$ 7,500.00$ $1,931.38
6500000 2402 Creative Services - Verdin Scope 2,832.00$ 528.00$ 1,924.00$ 1,840.00$ 1,318.00$ 1,261.00$ 1,147.00$ 3,562.00$ 14,412.00$ 7,500.00$ ($6,912.00)
2403 Creative Services - Outside of Scope 3,319.00$ 213.61$ 1,423.50$ 4,956.11$
2500 Digital Marketing 30,892.35$ 45,000.00$ 14,107.65$ 18.25%-$
6500000 2501 Website Updates 352.00$ 961.00$ 686.00$ 500.00$ 572.00$ 429.00$ 7,489.00$ 669.40$ 184.95$ 2,050.00$ 13,893.35$ 30,000.00$ $16,106.65
6500000 2502 Social Media 740.00$ 1,506.00$ 1,498.00$ 1,758.00$ 1,387.00$ 1,392.00$ 1,403.00$ 1,315.00$ 1,379.00$ 1,375.00$ 1,370.00$ 1,876.00$ 16,999.00$ 15,000.00$ ($1,999.00)
To include budget for boosted
activity and $12000 for retainer
2600 Advertising 55,768.50$ 60,500.00$ 4,731.50$ 24.54%-$
6070000 2601 Print -$ 500.00$ $500.00
6070000 2602 Digital 195.00$ 304.00$ 54.00$ 780.00$ 5,541.00$ 3,571.00$ 11,574.00$ 3,299.00$ 3,584.00$ 3,522.00$ 3,556.00$ 35,980.00$ 26,000.00$ ($9,980.00)
6070000 2603 Reactive Advertising 687.50$ 10,732.50$ 7,500.00$ 583.50$ 285.00$ 19,788.50$ 34,000.00$ $14,211.50
2700 Public Relations 6,800.00$ 11,500.00$ 4,700.00$ 4.66%-$
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$ 890.00$ 456.00$ 1,178.00$ 367.00$ 6,800.00$ -$ ($6,800.00)
2800 Tour & Travel 1,025.00$ 4,000.00$ 2,975.00$ 1.62%-$
6500000 2801 CCTC Co Op Fams 1,025.00$ 1,025.00$ 2,000.00$ $975.00
6500000 2802 Visit CA Co Op Fams -$ 2,000.00$ $2,000.00
2900 Consumer Outreach 40,760.37$ 51,500.00$ 10,739.63$ 20.89%-$
6500000 2901 Consumer Show Presence 5,000.00$ 5,000.00$ 5,000.00$ $0.00
50% of Savor the Central Coast
Sponsorshihp
6500000 2902 Consumer Event Support 708.00$ 4,323.66$ 3,341.15$ 76.56$ 10.00$ 800.00$ 9,259.37$ 5,000.00$ ($4,259.37)
50% of anticipate Savor the Central
Coast costs
6900000 2903 Event Support Program 1,000.00$ 17,000.00$ 3,000.00$ 21,000.00$ 40,000.00$ $19,000.00
6500000 2904 Email Marketing 1,097.00$ 846.00$ 538.00$ 504.00$ 514.00$ 498.00$ 519.00$ 512.00$ 473.00$ 5,501.00$ 1,500.00$ ($4,001.00)
BUDGET 7,772.00$ 9,456.66$ 9,164.92$ 10,203.56$ 13,491.00$ 12,775.69$ 25,105.35$ 17,628.00$ 45,968.40$ 18,385.98$ 206,020.00$ 243,830.30$
4001 Cash Reserves 24,653.60$ 10.00%
TOTAL Budget $246,536.00
Missing Expenses -$
Ending Fund Balance 329,849.00$
ATBID 2015/16 P&L FINAL
GL #Notes
REVENUE PROJECTIONS July August September October November December January
1100 2% BID Revenue July 2016 - June 2017 186,690.00$ Based on figures from City finance
1200 Fund Balance From FY 2015/2016 329,849.00$ Figure not final until fiscal year is closed by City Finance
1300 Investment Earnings 2,110.00$
Total 518,649.00$
Budget 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$ $2,500 2,500.00$ 7,500.00$ 30,000.00$
2202 Verdin Marketing - Marketing Firm 1,169.00$ 940.00$ 1,000.00$ 1,008.00$ 4,117.00$ 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$ 2,815.00$ 1,503.00$ 879.00$ 6,193.00$ 20,000.00$
Per approved scope of work at
January 2016 board meeting and
includes reactive creative
2303 Creative Services - Out of Scope 504.00$ -$
2400 Digital Marketing 63,800.00$
2401 Website Updates 5,141.00$ 382.00$ 7,465.00$ 12,988.00$ 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$ 239.00$ 3,000.00$
2403 Social Media/E-Newsletter/Constest Management 2,105.00$ 2,052.00$ 1,637.00$ 1,919.00$ 7,713.00$ 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$ 3,186.00$ 2,775.00$ 7,429.00$ 16,345.00$ 44,700.00$
Per approved scope of work at
January 2016 board meeting
2502 Reactive Advertising & Co-Ops 583.50$ 1,300.00$ 1,883.50$ 25,000.00$
Could be with Visit SLO County or
the Chamber of Commerce
2503 Verdin Media Retainer 1,006.00$ 411.00$ 205.00$ 186.00$ 1,808.00$ 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$ 341.00$ 418.00$ 345.00$ 1,857.00$ 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 BUDGET 15,372.50$ 12,627.00$ 19,307.00$ 14,266.00$ 61,572.50$ 249,070.00$
3001 Cash Reserves 24,900.00$ 10% of total budget
Contingency $244,679.00
4001 Contingency Fund (unallocated)
TOTAL Budget $493,749.00
ATBID 2016/17 Proposed BUDGETED P&L