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Home My WebLink AboutTBID_2017-03-15_AgendaPacket ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, March 15, 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 – February • Recommendation: Board approve the Draft Action Minutes of February 15, 2017. [City Manager’s Office] 2. Website Promotion by Geographic Area: • Recommendation: Board approve guidelines to allow promotion of activities and events that serve visitors of Atascadero in geographic areas that do not offer lodging properties. Specifically, these areas include Creston, Atascadero, Santa Margarita, Carissa Plains, Templeton, and Pozo. Events that attract more than 2,000 people may be an exception to these guidelines. No business advertising opportunities allowed. [Big Red Marketing] • Fiscal Impact: None. B. BUSINESS ITEMS 1. Marketing Committee Budget Allowance • Recommendation: Board approve modified Marketing Committee spending allowance of $9,500 total approved amount to $9,500 per opportunity with total expenditure not to exceed GL 2502 remaining dollars per fiscal budget. [Big Red Marketing] • Fiscal Impact (GL 2502): $9,500 cap per advertising opportunity for recommendations by the ATBID Marketing Committee. 2. New Event Sponsorship Application • Recommendation: Board approve the revised event sponsorship application with modifications. [Big Red Marketing] • Fiscal Impact: None. 3. Review website prioritization of event promotion • Recommendation: Board approve procedure to promote events on the Visit Atascadero website with priority aligning with City and TBID event tier systems. [Big Red Marketing] • Fiscal Impact: None. C. UPDATES 1. Visit SLOCal TMD Update – JP Patel 2. Short-term Rentals/ Host Compliance Update – Big Red Marketing 3. Deputy City Manager Update a. City Marketing & Event Update b. TOT Collection: Monthly vs quarterly – City Council Meeting 3.28.17 4. Marketing Committee Update – Big Red Marketing 5. Monthly Marketing Report – Verdin Marketing 6. Budget Report – Big Red Marketing 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 February 15, 2017 Page 1 of 5 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT ACTION MINUTES Wednesday, February 15, 2017 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 Members O’Malley, Patel and Speth, 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, Deputy City Manager/ Outreach, Promotions, Events Terrie Banish and Deputy City Clerk Amanda Muther. APPROVAL OF AGENDA: MOTION: By Board Member Speth and seconded by Board Member Patel to approve the agenda. Motion passed 4:0 by a roll call vote. Vice Chairperson Alexander was absent. Vice Chairperson Alexander arrived at 2:36 p.m. PUBLIC COMMENT: None. ITEM NUMBER: A-1 DATE: 3/15/17 Atascadero TBID February 15, 2017 Page 2 of 5 A. CONSENT CALENDAR 1. Advisory Board Draft Action Minutes – November • Action: Board approve the Draft Action Minutes of January 18, 2017. [City Manager’s Office] Vote tabled until Vice Chairperson Alexander’s arrival. Revisited after Item B-6. MOTION: By Board Member Speth and seconded by Vice Chairperson Alexander to approve the consent calendar. Motion passed 3:0 by roll call vote. Board Member O’Malley and Chairperson Sohi abstained. B. BUSINESS ITEMS 1. Short Term Rentals by Amanda Diefenderfer • Recommendation: Report on findings from company utilized in Pismo that provides a list of the short term rentals. • Fiscal Impact (Contingency/ Cash Reserves): $15,000 for software program Destination Manager Amanda Diefenderfer from Big Red Marketing presented the item. Amanda Diefenderfer and Deputy City Manager Terrie Banish answered questions from the Board. Vice Chairperson Alexander requested that an analysis of revenue be provided at the next meeting. Speaking from the Public: Annie Weyrich MOTION: By Board Member Patel and seconded by Board Member O’Malley to approve Big Red Marketing to hire Host Compliance, for trend monitoring, in an amount not to exceed $4,000. Motion passed 5:0 by roll call vote. 2. Approval of 2015/2016 Final Budget by Amanda Diefenderfer • Recommendation: Approve and file final 2015/2016 budget • Fiscal Impact: None Destination Manager Amanda Diefenderfer from Big Red Marketing presented the 2015/2016 Final Budget (Exhibit A). Amanda Diefenderfer and Deputy City Manager Terrie Banish answered questions from the Board. There was Board consensus to receive and file the 2015/2016 Final Budget. ITEM NUMBER: A-1 DATE: 3/15/17 Atascadero TBID February 15, 2017 Page 3 of 5 3. Atascadero TBID Renewal along with contracts – Review of Timeline and Next Steps by Amanda Diefenderfer • Recommendation: Recommend to staff and marketing firm to complete Atascadero TBID renewal documents • Fiscal Impact: None Destination Manager Amanda Diefenderfer from Big Red Marketing presented the item. Amanda Diefenderfer and Deputy City Manager Terrie Banish answered questions from the Board. MOTION: By Board Member O’Malley and seconded by Board Member Speth to publish a schedule for renewal and agendize an open discussion of current contracts at the April meeting. Motion passed 5:0 by roll call vote. 4. Website Promotion by Geographic Area by Angelica Ottman • Recommendation: Creston, Atascadero, Santa Margarita, Carissa Plains, Templeton • Fiscal Impact: None Design Specialist Angelica Ottman from Big Red Marketing presented the item. Angelica Ottman and Deputy City Manager Terrie Banish answered questions from the Board. There was Board consensus to direct Big Red Marketing to establish criteria for determining which geographic areas should be included on the Visit Atascadero website and return to Board with criteria at the next meeting. 5. Website Procedures by Terrie Banish • Recommendation: No event promotions other than those included in the City or TBID event tier system. No business advertising. • Fiscal Impact: None Deputy City Manager Terrie Banish presented this item and answered questions from the Board and Amanda Diefenderfer. MOTION: By Board Member O’Malley and seconded by Chairperson Sohi to direct Deputy City Manager Terrie Banish and Destination Specialist Amanda Diefenderfer to create (1) one event tier system, with subcategories, that meet TBID’s “no business advertising” goals, for classifying events on the Visit Atascadero website. Motion passed 5:0 by roll call vote. ITEM NUMBER: A-1 DATE: 3/15/17 Atascadero TBID February 15, 2017 Page 4 of 5 . 6. Reporting TOT Monthly vs. Quarterly by Terrie Banish • Recommendation: Recommend to staff to bring the topic of TOT reporting from quarterly to monthly back to Council to review and vote on. • Fiscal Impact (GL not applicable): $5,100 one-time fee plus $6,500 per year Deputy City Manager Terrie Banish presented this item and answered questions from the Board. MOTION: By Chairperson Sohi and seconded by Board Member O’Malley for ATBID Members to attend and directly represent their request to have TOT reporting changed from quarterly to monthly, at the next available City Council Meeting. Members are to make every effort to attend. Motion passed 5:0 by roll call vote. C. UPDATES 1. Visit SLO County TMD – Board Member Patel reported that the Visit SLO County Board is looking into the financial feasibility of a conference center that could accommodate 1200-1400 people. 2. STR Figures – Amanda Diefenderfer passed out STR figures report (Exhibit B) and answered questions from the Board. Board Member Patel noted that rates should not be discussed. 3. Deputy City Manager Update – Terrie Banish a. CCWP Wedding Expo recap b. Upcoming staff requirements for Visit Atascadero booth at Feb 19th event with set up from 2-3:30 and event from 3:30 – 6:30 pm. Terrie gave a brief report on Restaurant Month, the 2nd Annual Tamale Festival, Sweetheart Stroll and the CCWP Wedding Expo. 4. Marketing Committee Update – Angelica Ottman a. Approved Matador Video b. Funds spent and request for additional ability to approve time-sensitive opportunities Angelica reported that Big Red Marketing had secured a spot with Matador Video, which left a remaining reactive marketing budget balance of $1,167. Angelica advised that with the Verdin contingency, an additional time sensitive marketing expense of $3,200 was expended. She requested that the reactive marketing budget be revisited on the next agenda. ITEM NUMBER: A-1 DATE: 3/15/17 Atascadero TBID February 15, 2017 Page 5 of 5 5. Marketing Update – Stephanie Goodwin a. Verdin Marketing Monthly Report Stephanie passed out the January Stat Summary (Exhibit C) and gave a presentation on the status of the Visit Atascadero website. 6. Budget Report – Amanda Diefenderfer reported on the budget and answered questions from the Board. D. BOARD MEMBER COMMENTS: Board Member Patel requested Verdin provide copies of the public relations write-ups over the past year to the Board Members. Board Member O’Malley advised that the City Council’s Strategic Planning was scheduled for February 17, 2017. He advised that an elderly resident in the community had been displaced, due to environmental impacts, and inquired if ATBID Members would consider donating a room to assist him. Terrie Banish noted she would email details concerning the resident’s needs to ATBID Members and Big Red Marketing. E. ADJOURNMENT Chairperson Sohi adjourned the meeting at 4:53 p.m. MINUTES PREPARED BY: Amanda Muther, Deputy City Clerk The following exhibits are available for review in the City Clerk’s office: Exhibit A – ATBID 2015/2016 Final Budget Report, handout from Amanda Diefenderfer, Big Red Marketing Exhibit B - STR Figures, handout from Amanda Diefenderfer, Big Red Marketing Exhibit C - Verdin Marketing Monthly Report, handout from Stephanie Goodwin, Verdin Marketing ITEM NUMBER: A-1 DATE: 3/15/17 ITEM NUMBER: A-2 DATE: 03/15/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – Big Red Marketing Website Promotion by Geographic Area RECOMMENDATIONS: Board approve guidelines to allow promotion of activities and events that serve visitors of Atascadero in geographic areas that do not offer lodging properties. Specifically, these areas include Creston, Atascadero, Santa Margarita, Carissa Plains, Templeton, and Pozo. Events that attract more than 2,000 people may be an exception to these guidelines. No business advertising opportunities allowed. DISCUSSION: This item was originally presented at the February 15, 2017 ATBID Advisory Board meeting. The board asked Big Red Marketing to establish criteria for determining which geographic areas should be included on the Visit Atascadero website when promoting businesses and attractions. The discussion involved acknowledging that visitor attractions in nearby areas, including Creston, Atascadero, Santa Margarita, Carissa Plains, Templeton, and Pozo, may result in overnight stays in Atascadero due to the limited capacity of those locations to provide overnight lodging to visiting guests. Also, the board pointed out that particularly large events, may exceed the lodging capacity of nearby cities and thus attractions with expected attendance numbers of more than 2,000 people should also be included in this criteria. Big Red Marketing recommends that the board approve Board approve guidelines to allow promotion of activities and events that serve visitors of Atascadero in geographic areas that do not offer lodging properties. No business advertising opportunities allowed. FISCAL IMPACT: None ATTACHMENTS: None ITEM NUMBER: B-1 DATE: 03/15/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – Big Red Marketing Marketing Committee Budget Allowance RECOMMENDATIONS: Board approve modified Marketing Committee spending allowance of $9,500 total approved amount to $9,500 per opportunity with total expenditure not to exceed GL 2502 remaining dollars per fiscal budget. DISCUSSION: This item was originally presented at the January 18, 2017 ATBID Advisory Board meeting. The board approved an expenditure limit capped at $9,500 for the Marketing Committee to allow participation in time sensitive reactive advertising opportunities with the following stipulations: 1) the Marketing Committee must return to the full board to request additional funding or when the $9,500 expenditure limit cap has been met, and 2) the Committee must report expenditures at the next Board meeting following the expenditure authorization. The ATBID Marketing Committee approved the Matador Video advertising opportunity for $8,333. This left a remaining balance of $1,167. Two additional marketing opportunities with the Central Coast Map and Alaska Airlines Co-op were presented to the Marketing Committee. The Marketing Committee did not have the allocated funds needed to secure these beneficial opportunities therefore had to use funds from Verdin’s reactive budget. In order to allow ATBID to participate in worthwhile advertising opportunities that often require a response more expeditiously than the following board meeting would allow, it is recommended that the board approve modified Marketing Committee spending allowance of $9,500 total approved amount to $9,500 per opportunity with total expenditure not to exceed GL 2502 remaining dollars per fiscal budget. FISCAL IMPACT: Fiscal Impact (GL 2502): $9,500 cap per advertising opportunity for recommendations by the ATBID Marketing committee. ITEM NUMBER: B-1 DATE: 03/15/17 ATTACHMENTS: None ITEM NUMBER: B-2 DATE: 03/15/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – Big Red Marketing Revised Event Sponsorship Application RECOMMENDATIONS: Board approve the revised event sponsorship application with modifications. DISCUSSION: The event sponsorship application was approved at the July 7, 2016 ATBID Board meeting. The city requested that the event application be revised to include more detail in regards to ABC permits, city permits and additional documents applicants need to obtain to hold an event. The revised event sponsorship application requires applicants submit a detailed event budget, describe historical data, provide a detailed advertising and crowd control safety plan, answer whether the event needs an ABC or city permit, and describe how the event supports Visit Atascadero’s mission and goals. Additionally, the revised application places emphasis that only complete applications will be considered for funding. The revised event sponsorship application also includes a disclaimer that states if applicants do not submit copies of required documents two weeks prior to the event the ATBID board reserves the right to withdraw funding. Applicants are now required to sign the event sponsorship application. FISCAL IMPACT: None ATTACHMENTS: Revised Event Sponsorship Application ITEM NUMBER: B-2 DATE: 03/15/17 ATBID Event Support Tier Guidelines 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 ITEM NUMBER: B-2DATE: 3/15/17 1 Dear Interested Organization, The Atascadero Tourism Business Improvement District (TBID) was established to promote Atascadero as an overnight destination. The mission of the Atascadero TBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of our local community partners to design events that attract visitors to Atascadero and would like to offer our support of those events that align themselves with the Visit Atascadero mission. A portion of the annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts. If you would like to be considered for support, please complete the following application. The application must be received by 5:00 p.m. on Friday, September 30, 2017 to request support from the Atascadero TBID for events taking place in 2018. We strongly encourage you to apply within the time frame communicated; however, some applications may be considered outside this timeline. Unfortunately, we are unable to provide assistance for all events but please know each request will be considered thoroughly. In order to qualify for event sponsorship your organization must meet the following requirements or provide a three-year plan which details how you will ultimately meet these requirements: 1. Support the Visit Atascadero mission 2. Attract visitors from outside San Luis Obispo County 3. Encourage overnight stays of one night or more 4. Obtain the necessary ABC permits, law enforcement approval, city permits and any additional documents needed for the event 5. Provide a detailed event budget 6. Provide post-event metrics which show positive effect on Atascadero tourism In addition to these requirements we consider the following factors: 1. Will event be held during off-season or mid-week? 2. Is event new or existing? If existing, how was previously awarded money spent? 3. Three-year growth plan 4. Attendee demographics 5. Fiduciary responsibility Please submit application and all additional documents by email to Angelica Ottman at aott@bigredmktg.com in PDF format by 5:00 p.m. on Friday, September 30, 2016. You will receive a confirmation that we have received the application. We anticipate to have a final decision by November. Thank you, Angelica Ottman Atascadero Tourism Business Improvement District ITEM NUMBER: B-2 DATE: 3/15/17 2 Event Support Application Form Requesting Organization: _______________________________________________ Contact: _________________________ Phone Number: _______________________ Email: ____________________________ Mailing Address: ____________________ City, State, Zip: ________________________________________________________ Name of Event: ________________________________________________________ Event Description: _____________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Event Dates/Times: _____________________________________________________ Event Website: ________________________________________________________ Total Anticipated Attendees: ________ % From Outside SLO County: ___________ Is the this the first year the event will take place? Yes No If this event has taken place previously, please provide historical data including attendance numbers: __________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ITEM NUMBER: B-2 DATE: 3/15/17 3 How will the event be advertised? What resources will be used to advertise? What geographic locations will be targeted? ____________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Crowd Control Safety Plan: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Will the event need an ABC Permit? Yes No Has a City permit been issued for your event or have contracted the venue for your event date? Yes No Support Requested (desired monetary amount or in-kind marketing support): _______ ______________________________________________________________________ Describe how the event support Visit Atascadero’s mission and goals: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ITEM NUMBER: B-2 DATE: 3/15/17 4 Additional Details: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ***Please include a detailed event budget and feel free to attach additional information for consideration. ***You must submit copies of required documents two weeks prior to event. The Atascadero TBID Board reserves the right to withdraw funding if the appropriate documents are not obtained for the event. Applicant Signature __________________________________________ ITEM NUMBER: B-2 DATE: 3/15/17 ITEM NUMBER: B-3 DATE: 03/15/17 ATTACHMENTS: 4 Atascadero Tourism Business Improvement District – Advisory Board Staff Report – Big Red Marketing/ City Manager’s Office Visit Atascadero Website Event Tier Scoring System RECOMMENDATION: Advisory Board to approve procedure to promote events on the Visit Atascadero website with priority aligning the City and TBID event tier systems. DISCUSSION: The newly, redesigned website for www.VisitAtascadero.com made its debut mid December 2016. Since then, the Advisory Board has been working to put measures in place to properly promote the content on the website from designated geographic areas and the restaurants, merchants and attractions within those areas. The website is also a place to find the most current events that appeal to both visitors and residents in our City and County. There are two classifications of events that can be found on the website. There are “Featured Events” that are designed to attract tourists that are traveling to our area and “Community Events” that appeal to local residents and tourists alike. Featured events promote tourism and attract people to our area for a 1-2 night hotel stay. For example, Atascadero Lakeside Wine Festival, Cruisin’ Weekend (i.e., Hot El Camino Cruise Nite, Car Show and Dancing in the Streets), Tamale Festival, Cider Festival and Z Day California Car Show would be considered Featured Events. Community events are those events that are attractive to local residents and possibly tourists, but do not necessarily encourage a hotel stay. For example, Brew at the Zoo, Saturday Concert Series, Movies in the Gardens, Holiday Lighting and Winter Wonderland would be considered Community Events. Currently, on the website, the events are broken out accordingly to these two rankings. In addition, the events listed are promoted if they drive traffic to the downtown area or the Atascadero Lake Park event area or if they are one of the City’s Co-Sponsored events where the City is a partner with the organization hosting the event. ITEM NUMBER: B-3 DATE: 03/15/17 ATTACHMENTS: 4 Some examples include, Art & Wine Tour events, Slider Day on Traffic Way, Colony Days, Lake Fest and Cornhole Tournament. Outside of these parameters, no other business or event advertising is allowed from outside organizations and event promoters. The event tier scoring system allows for ranking to what events fall into a Tier 1, Tier 2 and Tier 3 system. These original tiers were introduced by Coraggio as part of the Ten Year Tourism Game Plan that were a result of the strategic planning workshops with City Council along with the Chamber of Commerce, Verdin Marketing, Big Red Marketing and our tourism partners. The event tiers in the original game plan were defined as Tier 1 - Large Signature event with 1-2-night stay; Tier 2 - Signature event with possibly a 1-night stay; Tier 3 event as a Single Day event. This allowed a roadmap for ATBID to follow and align with the tourism goal, “Come, Sleep, Spend” and the City to align with their goal attracting local and county residents as well as tourists in the surrounding area to “Stay, Spend, Enjoy.” All three examples have been provided as attachments. FISCAL IMPACT: None. ALTERNATIVES: 1. Advisory Board may provide staff direction on any desired adjustments. ATTACHMENTS: 1. Atascadero Tourism & Promotion Game Plan/ Coraggio – #6 Decision Criteria for Events, May 2015 2. City’s Marketing Plan – Event Section/Objective #3 3. ATBID Event Tier Definitions 4. Visit Atascadero Website Event Page ITEM NUMBER: B-3 DATE: 03/15/17 ATTACHMENTS: 4 Atascadero Tourism & Promotion Game Plan May 2015 Workshop ITEM NUMBER: B-3 DATE: 03/15/17 ATTACHMENTS: 4 City of Atascadero 2015-16 Marketing Plan Event Section Objective #3: Develop and implement Event portfolio to grow and expand existing events and establish new events based on market trends and interest. Following recaps how our events are classified: Ø Tier1: Large Signature Events (1-2 night stay) Ø Tier 2: Signature Event (overnight stay) Ø Tier 3: Single Day Event Event Plan Tier 1 Events: Large Signature Events (1-2 Night Hotel Stay) - Identify existing trademark events that have the potential and interest to expand to a longer weekend stay for visitors and that encourage local and County residents to participate. Work with ATBID on Event ideas. o Hot El Camino Cruise Nite & Car Show Weekend – introduce “Dancing in the Streets” to promote a grand event on Saturday night that people will stay to enjoy. Coordinate with Main Street Association and Mid State Cruizers Car Club. o SAVOR Adventure Tour & Main Event – New and engaging event in store from the Bristol Cider Adventure Tour to an interactive booth at the Main Event to highlight local culinary offerings unique to our city - cider, microbreweries, lavender, local restaurants, etc. o Atascadero Lakeside Wine Festival – promotes evening wine tasting event combined with Sunday “Fun-Day” activities to encourage festival attendees to visit local wineries the day after the festival and extend their stay. Tier 2 Events: Signature Events -Expand existing events and introduce new events to offer more activities that increases interest and participation both locally and across the County. o Colony Days – working with committee to add “Tent City After Dark” event which will highlight local brewery scene & add dancing to extend celebration of Colony Days. o Winter Wonderland – New for the City this year, this family event was created and established by our Main Street Assn., and we are working to continue an event enjoyed by families both locally and across the County with over 15,000 in attendance. Tier 3 Events: Single Day Events - consider events that have an established trend in other markets and make sense to introduce to our market. Idea is to encourage growth to an overnight stay. ITEM NUMBER: B-3 DATE: 03/15/17 ATTACHMENTS: 4 ATBID Event Tier Definitions ITEM NUMBER: B-3 DATE: 03/15/17 ATTACHMENTS: 4 Visit Atascadero Website Event Page t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM FEBRUARY STAT SUMMARY ATASCADERO TBID March 7, 2017 WEB ANALYTICS (2016 V.2017) WEBSITE TRAFFIC Website Visits: 4,943 v. 6,843 Mobile Visits: 2,472 v. 3,834 Desktop Visits: 2,063 v. 2,518 Total Unique Visitors: 3,866 v. 5,272 PPV (Page Per Visit): 1.75 v. 1.80 TOS (Time on Site): 1:00 v. 0:56 ACQUISITION Total Site Traffic: 6,843 Direct: 1,470 v. 2,536 Organic: 1,435 v. 1,241 Social: 498 v. 849 Referral: 1,540 v. 1,995 Other: 0 v. 222 PAGE VIEWS Home Page: 3,836 v. 2,887 Lodging: 263 v. 240 GEOGRAPHIC REFERRALS Los Angeles: 413 v. 1,465 Atascadero: 323 v. 458 San Francisco: 513 v. 329 Paso Robles: 101 v. 140 San Luis Obispo: 159 v. 135 TOP REFERRING URLS adspreview.simpli.fi: 541 v. 555 luckycontests.com: 0 v. 526 m.facebook.com: 334 v. 355 lm.facebook.com: 34 v. 318 atascadero.org: 313 v. 278 SOCIAL MEDIA ANALYTICS (January V. February) SOCIAL MEDIA Facebook Fans: 4,968 v. 4,996 Facebook Referrals: 1,122 v. 847 Total Impressions: 57,530 v. 120,777 New Instagram Followers: 91 v. 27 Instagram Followers YTD: 650 Instagram Referrals: 0 v. 20 New Twitter Followers: 8 v. 3 Twitter Mentions: 3 v. 4 Twitter Referrals: 0 v. 4 Retweets: 2 v. 1 ITEM NUMBER: C-5 DATE: 3/15/17 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 ADVERTISING ANALYTICS The February e-newsletter went out on Tuesday, February 9th and featured information on Slider Day on Traffic Way, Valentine’s Day, the “Visit my Atascadero” contest, and a call to action to book lodging for the 22nd Annual SLO Film Festival. The newsletter is performing around the industry average. 2,133 Recipients 14.3% Open Rate (Industry Average is 16%) 2.3% Click Through Rate (Industry Average is 1.8%) All platforms used the same creative content to support the “Experience my Atascadero” sweepstakes. While the Facebook ad results dropped slightly from January, the Trip Advisor and Digital Banner ads both performed better. We would recommend moving the Facebook ads to a new target location for March and keeping all other targeting the same. In all cases the image of Marston’s Tyler Phillips serving pizza got the most clicks followed closely by the image of Deborah from Mudflat Mercantile holding colored cowboy boots. FACEBOOK The total results are as follows: Total Impressions: 141,260 Total Clicks: 3,161 (-23%) Actions (including likes, shares, comments): 2,887 CTR: 2.24% TRIP ADVISOR The results are as follows: Total Impressions: 71,221 Total Clicks: 236 (+202) CTR: .33% DIGITAL BANNER ADS Digital banner ads were also used to promote the sweepstakes to the LA suburbs: Total Impressions: 346,170 Total Clicks: 195 (+80%) Total Engagements, including clicks and hovers: 4,414 E -NEWSLETTER ANALYTICS ITEM NUMBER: C-5 DATE: 3/15/17 City of AtascaderoTourism ReportTransient Occupancy Tax RevenuesJul-SepOct-DecJan-MarApr-Jun1ST QTR2ND QTR3RD QTR4TH QTRTOTALFiscal Year 2014254,557.46$ 158,389.32$ 134,033.44$ 232,385.37$ 779,365.59$ Fiscal Year 2015262,246.00$ 171,527.07$ 204,920.33$ 261,362.41$ 900,055.81$ Fiscal Year 2016387,196.75$ 260,522.61$ 234,591.13$ 359,952.40$ 1,242,262.89$ Fiscal Year 2017441,814.34$ 259,716.23$ ITEM NUMBER: C-6DATE: 3/15/17 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$ $2,500 2,500.00$ 2,500.00$ 2,500.00$ $2,500 15,000.00$ 30,000.00$ 2202 Verdin Marketing - Marketing Firm 1,169.00$ 940.00$ 1,000.00$ 1,008.00$ 1,054.00$ 915.00$ 991.00$ 7,077.00$ 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$ 2,007.00$ 879.00$ 572.00$ 4,033.00$ 3,024.00$ 14,326.00$ 20,000.00$ Per approved scope of work at January 2016 board meeting and includes reactive creative 2303 Creative Services - Out of Scope -$ 2400 Digital Marketing 63,800.00$ 2401 Website Updates 5,141.00$ 382.00$ 7,465.00$ 8,658.00$ 124.00$ 21,770.00$ 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$ 2,020.00$ 2,308.00$ 1,945.00$ 13,986.00$ 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$ 7,353.00$ 3,512.00$ 7,456.00$ 34,666.00$ 44,700.00$ Per approved scope of work at January 2016 board meeting 2502 Reactive Advertising & Co-Ops 583.50$ 1,300.00$ 750.00$ 18,333.00$ 20,966.50$ 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$ 435.00$ 493.00$ 445.00$ 3,181.00$ 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$ 69.00$ 556.00$ 69.00$ 2,551.00$ 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 1,000.00$ 5,000.00$ 6,000.00$ 25,000.00$ TOTAL BUDGET 15,372.50$ 12,627.00$ 19,307.00$ 15,266.00$ 62,572.50$ 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 ITEM NUMBER: C-6 DATE: 3/15/17