The URL can be used to link to this page

Home My WebLink AboutTBID_2017-04-19 AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, April 19, 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 Vacant 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. ATBID Draft Action Minutes – March 15, 2017  Recommendation: Board approve the Draft Action Minutes of March 15, 2017. [City Manager’s Office] 2. Revised Event Sponsorship Application and Checklist  Recommendation: Board approve revised Event Sponsorship Application and Checklist. [Big Red Marketing]  Fiscal Impact: None. 3. Website Prioritization of Event Promotion  Recommendation: Board: 1. Approve procedure to promote events on the Visit Atascadero website to align with City and TBID event tier system. 2. Approve listing of County events, that attract more than 2,000 attendees, on the Visit Atascadero website event calendar by Destination Manager. [Big Red Marketing]  Fiscal Impact: None. Page 1 of 34 B. BUSINESS ITEMS 1. ATBID Board Vacancies  Recommendation: Board: 1. Receive and file the letter of resignation for Tianna Speth, Springhill Suites by Marriott. 2. Accept lodging owner nomination meeting date/time to fill upcoming vacancies for the terms expiring June 30, 2017. [City Manager’s Office]  Fiscal Impact: None. 2. ATBID Board Member Review of Attendance Guidelines  Recommendation: Board receive and file ATBID Meeting attendance guidelines. [Big Red Marketing]  Fiscal Impact: None. 3. Atascadero Wine Festival Sponsorship Request  Recommendation: Board consider recommendations and determine sponsorship of the Atascadero Wine Festival. [Big Red Marketing]  Fiscal Impact (GL 2802): Up to $15,000. C. UPDATES 1. Cider Festival Update – Solterra Strategies 2. Visit SLOCal TMD Update – JP Patel 3. Short-term Rentals/ Host Compliance Update – Big Red Marketing 4. Deputy City Manager Update a. City Marketing & Event Update b. TOT Collection: Review process of moving to a monthly reporting structure vs quarterly. 5. Marketing Committee Update – Big Red Marketing 6. Monthly Marketing Report – Verdin Marketing 7. Budget Report – Big Red Marketing D. BOARD MEMBER COMMENTS E. ADJOURNMENT Page 2 of 34 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. Page 3 of 34 Atascadero TBID March 15, 2017 Page 1 of 4 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT ACTION MINUTES Wednesday, March 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 2:52 p.m. ROLL CALL: Present: Board Member O’Malley, Vice Chairperson Alexander and Chairperson Sohi Absent: Board Members Speth and Patel Staff Present: Destination Manager Amanda Diefenderfer, Destination Specialist Angelica Ottman, Marketing Consultant Stephanie Goodwin, Deputy City Clerk Amanda Muther, 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. 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] ITEM NUMBER: A-1 DATE: 04/19/17 Page 4 of 34 Atascadero TBID March 15, 2017 Page 2 of 4 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, Carizzo Plain, 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. MOTION: By Board Member O’Malley and seconded by Vice Chairperson Alexander to approve the consent calendar. Motion passed 3:0 by a roll call vote. 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. Angelica Ottman from Big Red Marketing presented the report. Angelica Ottman and Deputy City Manager Terrie Banish answered questions from the Board. MOTION: By Board Member O’Malley and seconded by Vice Chairperson Alexander to approve the Marketing Committee’s spending allowance to $9,500 per advertising opportunity with a total expenditure not to exceed the GL 2502 remaining dollars per fiscal budget. Motion passed 3:0 by a roll call vote. 2. New Event Sponsorship Application • Recommendation: Board approve the revised event sponsorship application with modifications. [Big Red Marketing] • Fiscal Impact: None. Angelica Ottman from Big Red Marketing presented the report. Deputy City Manager Terrie Banish and Destination Manager Amanda Diefenderfer answered questions from the Board. The Board directed staff to add questions to the event sponsorship application regarding proposed event location, event parking provisions, and delineation and security arrangements for events with alcohol. In addition, staff was directed to create a checklist that outlines event submittal requirements which must be met before the applicant will be eligible to receive event funding. Terrie will research the possibility of creating reference maps identifying potential event parking locations within Atascadero. ITEM NUMBER: A-1 DATE: 04/19/17 Page 5 of 34 Atascadero TBID March 15, 2017 Page 3 of 4 Speaking from the Public: Annie Weyrich and Jessica Sohi. MOTION: By Vice Chairperson Alexander and seconded by Board Member O’Malley directing staff to make additional revisions to the event sponsorship application and include the revised application on the consent calendar at the next meeting. Motion passed 3:0 by a roll call vote. 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. Angelica Ottman from Big Red Marketing pre sented the report. Deputy City Manager Terrie Banish and Destination Manager Amanda Diefenderfer answered questions from the Board. Speaking from the Public: Annie Weyrich and Jessica Sohi. MOTION: By Board Member O’Malley and seconded by Chairperson Sohi to approve ongoing modifications to the procedure used to determine what events are promoted on the Visit Atascadero website. Motion passed 3:0 by a roll call vote. Board Member O’Malley had to leave following the motion on Agenda Item B-1. Agenda Items C and D could not be discussed without a quorum. 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 The meeting adjourned at 3:46 p.m. ITEM NUMBER: A-1 DATE: 04/19/17 Page 6 of 34 Atascadero TBID March 15, 2017 Page 4 of 4 MINUTES PREPARED BY: Amanda Muther, Deputy City Clerk ITEM NUMBER: A-1 DATE: 04/19/17 Page 7 of 34 ITEM NUMBER: A-2 DATE: 04/19/17 Atascadero Tourism Business Improvement District – Advisory Board Staff Report – Big Red Marketing Revised Event Sponsorship Application RECOMMENDATIONS: Board approve revised event sponsorship application and checklist. DISCUSSION: The event sponsorship application was approved at the July 7, 2016 ATBID Board meeting. The revised event sponsorship application was presented to the board at the March 15, 2017 ATBID Board meeting. The board and community m embers requested edits be made and discussed including an event checklist which lists all documents, services and approvals needed to hold an event in Atascadero. The revised event sponsorship application requires applicants submit a detailed event budget, describe historical data, provide a detailed advertising plan 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. The revised application also places emphasis that only complete applications will be considered for funding. In addition, the board requested that the application include an event location, parking details and whether the event will have security guards. There is an event checklist that accompanies the application to ensure all documents, services and approvals are obtained to qualify for sponsorship 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 Page 8 of 34 ITEM NUMBER: A-2 DATE: 04/19/17 ATTACHMENT S: Revised Event Sponsorship Application Event Checklist ATBID Event Support Tier Guidelines Page 9 of 34 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 T BID 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 t horoughly. 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, 2017 . 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: A-2 DATE: 04/19/17 ATTACHMENT: 1 Page 10 of 34 2 Event Support Application Form Please fill out all information below in detail. Following this application is an event checklist, be sure to provide proof of all documents, approvals and services listed at least two weeks prior to event. No sponsorship funding will be awarded until proof of items listed on event checklist are provided. Requesting Organization: _______________________________________________ Contact: _________________________ Phone Number: _______________________ Email: ____________________________ Mailing Address: ____________________ City, State, Zip: ________________________________________________________ Name of Event: ________________________________________________________ Event Location/s: ______________________________________________________ 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: A-2 DATE: 04/19/17 ATTACHMENT: 1 Page 11 of 34 3 ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ How will the event be advertised? What resources will be used to advertise? What geographic locations will be targeted? ____________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Crowd Control Safety Plan: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Describe event parking details (including use of shuttles or buses: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Will there be security guards? Yes No If so, how many?_____________ 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): _______ ______________________________________________________________________ ITEM NUMBER: A-2 DATE: 04/19/17 ATTACHMENT: 1 Page 12 of 34 4 Describe how the event support Visit Atascadero’s mission and goals : ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Additional Details: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ***Please include a detailed event budget and feel free to attach additional information for consideration. ***You must submit copies of required documents at least two weeks prior to event. No sponsorship funding will be awarded until proof of items listed on checklist are provided. The Atascadero TBID Board reserves the right to withdraw funding if the appropriate documents are not obtained for the event. Applicant Signature __________________________________________ ITEM NUMBER: A-2 DATE: 04/19/17 ATTACHMENT: 1 Page 13 of 34 1 Event Checklist Event coordinator is responsible for ensuring all necessary documents, approvals and services listed below are acquired. No sponsorship funding will be awarded until proof of items listed below are obtained. Event Budget Marketing Strategy Crowd Control Safety Plan Event Parking Details Security Company ABC License ***You must submit copies of required documents at least 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. ITEM NUMBER: A-2 DATE: 04/19/17 ATTACHMENT: 2 Page 14 of 34 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 ITEM NUMBER: A-2 DATE: 04/19/17 ATTACHMENT: 3 Page 15 of 34 ITEM NUMBER: A-3 DATE: 04/19/17 Atascadero Tourism Business Improvement District – Advisory Board Staff Report – Big Red Marketing Website Prioritization of Event Promotion RECOMMENDATIONS: Board approve procedure to promote events on the Visit Atascadero website to align with City and TBID event tier system; and Board approve County events that attract more than 2,000 attendees can be listed on event calendar on Visit Atascadero website by Destination Manager. DISCUSSION: This item was originally presented at the March 15, 2017 ATBID Advisory Board meeting. The board discussed ranking events to decide which events are featured and which events are community focused. It was decided that TBID supported events will be featured events. Community events can be listed as featured if they are considered to be appealing to tourists by the marketing committee. The board also decided that county events that attract more than 2,000 attendees, such as the Paso Robles Wine Festival or the Midstate Fair, can be listed on the Visit Atascadero Website. Attendees of these large-scale events will likely look at lodging properties in nearby towns. Big Red Marketing recommends that the board approve the procedure to promote events on the Visit Atascadero website. FISCAL IMPACT: None ATTACHMENTS: ATBID Website Procedures Page 16 of 34 Atascadero Tourism Business Improvement District (ATBID) Visit Atascadero Website Procedures ADVERTISING OPPORTUNITIES: The Visit Atascadero website is used to promote tourism in Atascadero. The website is not a revenue-generating source. Therefore, businesses do not have the opportunity to purchase featured advertisement space. EVENTS: Featured events will take priority on the limited real estate available on the Visit Atascadero website. At times when space allows, community events may be promoted if they are of interest to tourists. The TBID board or marketing committee will decide whether a community event would be of interest to tourists. County events that attract more than 2,000 attendees can be listed on the event calendar. The TBID Event Support Tiers will determine if an event is a featured event or community event. Events that fall into Tier 1 & Tier 2 will be promoted as featured events. Events that fall into Tier 3 will be promoted as community events. ITEM NUMBER: A-3 DATE: 04/19/17 ATTACHMENT: 1 Page 17 of 34 ITEM NUMBER: B-1 DATE: 04/19/17 Atascadero Tourism Business Improvement District – Advisory Board Staff Report – City Manager’s Office ATBID Board Vacancies RECOMMENDATION: Board: 1. Receive and file the letter of resignation for Tianna Speth, Springhill Suites by Marriott. 2. Accept lodging owner nomination meeting date/ times to fill upcoming vacancies for the terms expiring June 30, 2017. DISCUSSION: On March 25, 2017, an email was received notifying the City of Atascadero of Tiana Speth’s resignation from Springhill Suites by Marriott. As a lodging owner representative, Ms. Speth was nominated and appointed in November 2016 to fill a vacancy on the ATBID Board with a term ending June 30, 2017. Given the timing of Board Member Speth’s resignation and the upcoming expiration of her position’s term, along with the upcoming expiration of Board Member O’Malley’s term, it makes sense to set up a meeting for the lodging owners to vote on two new board members in one meeting in time for the new term beginning July 1, 2017. It is anticipated that the lodging owner nomination meeting will be held on Wednesday, May 17, 2017, at 5:30 p.m. A letter is being prepared and will be sent to all lodging owners regarding the nomination process. FISCAL IMPACT: None. ATTACHMENTS: 1. Tianna Speth resignation notification Page 18 of 34 ITEM NUMBER: B-1 DATE: 04/19/17 ATTACHMENT 1 -----Original Message----- From: Tim Billing [mailto:tbilling@azulhg.com] Sent: Saturday, March 25, 2017 1:44 PM To: Terrie Banish <tbanish@atascadero.org> Subject: Springhill Atascadero Hi and lovely to make your acquaintance. I wanted to inform you that yesterday Tianna Speth resigned from her position and I will be taking on the responsibilities for the foreseeable future. I was wondering what the proper protocol would be to request the opportunity for me to replace her on the board. Assuring you of my utmost attention at all times, Yours sincerely, Tim Billing Regional General Manager Azul Hospitality Group 858 500 6550 Page 19 of 34 ITEM NUMBER: B-2 DATE: 04/19/17 Atascadero Tourism Business Improvement District – Advisory Board Staff Report – Big Red Marketing ATBID Board Member Attendance Policies RECOMMENDATIONS: Board review of attendance guidelines. DISCUSSION: It is important all board members make every effort to attend the regularly scheduled ATBID Board meetings. ATBID Board meetings are scheduled for the third Thursday of the month from 2:30 p.m. to 4:30 p.m. at Atascadero City Hall. Three board members must be present at ATBID Board meetings in order to have quorum. The ATBID board has struggled to have quorum at many recent board meetings due to absences. According to the bylaws of the Atascadero tourism business improvement district advisory board, more than three unexcused absences within six consecutive calendar months shall result in the termination of the membership of the absenting member. A member’s absence shall be excused if, prior to the meeting from which the said member will be absent and the reasons therefore; provided , however, that a member shall be entitled to only two (2) excused absences within twelve (12) consecutive calendar months. To be excused from an ATBID board meeting the member must notify Destination Manager by email no less than 72 hours prior to the meeting. FISCAL IMPACT: None ATTACHMENTS: Bylaws of the Atascadero Tourism Business Improvement District Advisory Board Page 20 of 34 ITEM NUMBER: B-2 DATE: 04/19/17 ATTACHMENT: 1 Page 21 of 34 ITEM NUMBER: B-2 DATE: 04/19/17 ATTACHMENT: 1 Page 22 of 34 ITEM NUMBER: B-2 DATE: 04/19/17 ATTACHMENT: 1 Page 23 of 34 ITEM NUMBER: B-2 DATE: 04/19/17 ATTACHMENT: 1 Page 24 of 34 ITEM NUMBER: B-3 DATE: 04/19/17 Atascadero Tourism Business Improvement District – Advisory Board Staff Report – Big Red Marketing Atascadero Wine Festival Sponsorship Request RECOMMENDATIONS: Board consider recommendations and determine sponsorship of the Atascadero Wine Festival. DISCUSSION: The Atascadero Lakeside Wine Festival is a unique, boutique wine festival right in the center of the Central Coast wine region. Twenty-two years ago, a group of community leaders deci ded Atascadero needed an event to draw people into the area to eat in our restaurants, shop in our stores, and sleep in our hotels. In other words, they wanted an event that would be a catalyst for promoting Atascadero. That initial group consisted of representatives of the City of Atascadero, the Chamber of Commerce, and local businesses. People such as City Councilman Hal Carden, Community Services Director Brady Cherry, former Chamber Executive Director Micki Ready and business representatives Sid Bowen, Jan Bewley and Anthony Farao were involved and they knew it couldn’t be just another event. It had to be something exciting, new and different to Atascadero. Several members of that committee were wine connoisseurs and they believed we could produce a wine festival showcasing our city and our beautiful lake, even though we didn’t have “winery one” in the Atascadero city limits. It was then and there that the Atascadero Lakeside Wine Festival was born. The committee thought that wine tasting would be a big draw, but they also wanted to represent other elements of the local community, so they partnered with artists from the Atascadero Art Association and included a fine art show at the event, along with food vendors from local restaurants and a popular local band. Inviting local talent was important to keeping the intended community flavor of the event. Page 25 of 34 ITEM NUMBER: B-3 DATE: 04/19/17 Once the founders committed to the event, several other community members joined that first year. Myself, Linda Hendy, am one of those original members and I am still serving on the committee today. The first year, in 1995, there were 25 to 30 wineries, about 500 attendees and netted around $3,000. It was decided that year that the proceeds would benefit the city’s Charles Paddock Zoo since the event was located at the Atascadero Lake Park, the home of the zoo. Now, in our 22nd year, we will continue to donate to this treasure here in our city. The Atascadero Lakeside Wine Festival Committee has raised more than $200,000For the zoo and other community projects since our beginning in 1995, and each year the event continues to grow and get better. The original goal set by the founders---to draw people to Atascadero---continues to be the focus of the event. We have attendees from all around the state and the country, who have discovered our special wine festival. This year the committee has put together another outstanding group of wineries, artists, commercial vendors, and culinary offerings, accompanied by the great music of the Joe Koenig & the Home W reckers, playing at the Centennial Bandstand. Atascadero Wine Festival expects 2,000 – 2,500 guests to attend the 2017 event. It is formatted as a three-day event with a wine maker dinner on Friday, golf tournament and festival on Saturday and complimentary tastings and discounts provided by participating wineries on Sunday. Atascadero Wine Festival will distribute printed rack cards throughout SLO county and at participating wineries as well as direct mailing to past ticket purchasers. There are numerous advertising sources lined up for marketing. In order to elevate the out-of-area marketing reach, through online retargeting, social media and out - of-area printed ads Atascadero Wine Festival is seeking a $15,000 sponsorship. The event is looking to also to partner with local hoteliers to offer package. FISCAL IMPACT (GL 2802): $15,000 requested. ATTACHMENTS: Event Sponsorship Application Event Presentation Page 26 of 34 ITEM NUMBER: B-3 DATE: 04/19/17 ATTACHMENT: 1 Page 27 of 34 2017 Atascadero Lakeside Wine Festival June 24, 2017 4:00 – 8:00pm 9305 Pismo Avenue, Lake Park 22 Years providing economic development to our city We are proud to be The Only *Evening Wine Festival & The Only Festival with a Zoo! Over 100 booths to enjoy in an open park setting: Winery’s, Brewery’s, Artist, Food & Merchant vendors. Two live bands to draw attendance: Joe Koenig & The Home Wreckers, Rewind Duo. TBid Sponsorship Opportunity 2017 Projected Attendance: 2,000 – 2,500+ Three Day Event Promotion • Friday, Mayor’s Wine Maker Dinner – 300 Attendees • Saturday, Morning Golf Tournament – 100+ Golfers • Saturday Festival 4-8pm • Sunday Funday – Attendees are encouraged to revisit their favorite wines at our local winery on Sunday following the festival. Complimentary tastings and discounts provided by winery’s. Marketing & Logo Recognition for VisitAtascadero • 20,000 printed rack cards o Certified Folder distribution to two welcome centers and delivered through our SLO County to hotels, visitor businesses, restaurants and more. o 5,000 Cards delivered in person to 70 participating winery ’s with Sunday Funday marketing materials. o 2,000 direct mailed to past ticket purchasers throughout California, Out of State and in San Luis Obispo. • Event Program o Distributed day of event to attendees o Inserted into the Paso Robles Press and Atascadero News North County Section • Out of Area and County Marketing o McClatchy Group – Vintages Magazine, Local Tribune Ads and online retargeting Central Valley, Northern California o Edible Magazine Ad – ediblecommunities.com o Cumulas Radio – Central Valley o Life after 50 Los Angeles Magazine o Eblast marketing to over 4,000 contacts o City Rec Guide o Visitor Guide Ad and Online target ads – Access Publishing o KSBY – Television commercial o Radio – American General local SLO Stations and 2017 targeting Santa Barbara, San Ynez, Buellton, Santa Maria Valley o Best Ever Photo Contest: Cash Prizes, social media buzz, usuable ph otos for future marketing efforts Proceeds benefit the Charles Paddock Zoo: Over $150,00 has been donated to our local zoo, this is not only a county attraction this is a special place for visitors to enjoy. ITEM NUMBER: B-3 DATE: 04/19/17 ATTACHMENT: 2 Page 28 of 34 Shuttles provided from hotel property to festival: 2017 additional vans to eliminate long route for guest. Work directly with hoteliers to design new route for vans directly to/from property to event. Website stats – 2016 May & June Active sessions – 2016 9,485 2015 7,295 Returning visits– 2016 27.9 % 2015 31.4% New visitors– 2016 72.1 % 2015 68.8% Desktop 6,652 Mobil 4,619 Tablet 1,111 Sample Visits by City: 1. San Francisco 1,147 2. Los Angeles 943 3. SLO County 4,840 4. Fresno 161 5. San Diego 155 6. Bakersfield 109 Online Orders not # of tickets 1 – 8 tickets purchased 2016 2015 Orange County 22 16 Los Angeles County 23 25 Central California (Sweet Deals) 107 11 Santa Barbara County 6 3 Northern California 17 14 North SLO County Atascadero, Paso Robles, Creston, Santa Margarita, Templeton, King City, Salinas 152 90 South County SLO San Luis Obispo, Arroyo Grande, Los Osos, Morro Bay, Grover Beach 83 33 ITEM NUMBER: B-3 DATE: 04/19/17 ATTACHMENT: 2 Page 29 of 34 2017 Seeking a $15,000 sponsorship • Elevate our out of area marketing reach o Online retargeting ads o Social media o Additional purchased print ads out of area o Partner with VisitAtascadero on their targeted demographics • Focus on a Sunday overnight stay at local hotels o Partner with local hoteliers to provide Sunday package o Market directly on website and through eblast, social media outreach • Tickets to Saturday Festival o 15 Admission Tickets • Shuttle Service o To/From Hotel Properties • Add one additional staff member focused on growing event Thank you for your consideration, we look forward to growing this event into a unique Experience/Lifestyle Festival in the future with your partnership. The Atascadero Economic Foundation is poised to expand this festival with your support. Sincerely, Linda Hendy Linda Hendy President/CEO Atascadero Chamber of Commerce Atascadero Economic Foundation 501c3 ITEM NUMBER: B-3 DATE: 04/19/17 ATTACHMENT: 2 Page 30 of 34 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM MARCH STAT SUMMARY ATASCADERO TBID April 12, 2017 WEB ANALYTICS (2016 V.2017) WEBSITE TRAFFIC Website Visits: 6,847 v. 8,082 Mobile Visits: 3,774 v. 5,145 Desktop Visits: 2,518 v. 2,539 Total Unique Visitors: 5,413 v. 5,976 PPV (Page Per Visit): 1.75 v. 1.74 TOS (Time on Site): 1:02 v. 0:53 ACQUISITION Total Site Traffic: 8,082 Direct: 1,441 v. 3,763 Organic: 1,862 v. 1,873 Social: 1,436 v. 724 Referral: 2,108 v. 1,472 Other: 0 v. 250 PAGE VIEWS Home Page: 4,788 v. 2,935 Lodging: 309 v. 281 Getaway: 4,420 GEOGRAPHIC REFERRALS Los Angeles: 568 v. 1,053 San Francisco: 750 v. 746 Atascadero: 483 v. 466 Fresno: 391 v. 373 Bakersfield: 96 v. 345 TOP REFERRING URLS adspreview.simpli.fi: 358 v. 544 lm.facebook.com: 1,196 v. 506 atascadero.org: 381 v. 409 m.facebook.com: 151 v. 120 luckycontests.com: 0 v. 111 online-sweepstakes.com: 0 v. 104 SOCIAL MEDIA ANALYTICS (February v. March) SOCIAL MEDIA Facebook Fans: 4,996 v. 5,016 Facebook Referrals: 1,122 vs. 705 Total Impressions: 120,77 vs. 173,403 New Instagram Followers: 27 v. 35 Instagram Followers YTD: 685 Instagram Referrals: 20 v. 9 New Twitter Followers: 3 v. 6 Twitter Mentions: 4 v. 0 Twitter Referrals: 4 v. 0 Retweets: 1 v. 0 ITEM NUMBER: C-6 DATE: 04/19/17 Page 31 of 34 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 ADVERTISING ANALYTICS The March e-newsletter went out on Thursday, March 16th and featured information on the Holiday Inn Express package for ziplining and wine tasting, the new farmer’s market opening, Atascadero’s wedding venues, Zinfandel weekend tickets, spring break activities, and the last chance to enter the “Visit my Atascadero” contest. The newsletter is performing at about the industry average. 3,338 Recipients 11.5% Open Rate (Industry Average is 16%) 1.9% Click Through Rate (Industry Average is 1.8%) All platforms used the same creative content to support the final month of the “Experience my Atascadero” sweepstakes. Surprisingly, different images were more popular during March over February (the Bru coffee image was first and bar second). Overall the campaign increased by approximately 40% over February numbers. FACEBOOK The total results are as follows: Total Impressions: 154,854 Total Clicks: 3,804 (+20%) Actions (including likes, shares, comments): 3,751 CTR: 2.46% TRIP ADVISOR The results are as follows: Total Impressions: 116,916 Total Clicks: 415 (+76%) CTR: .35% DIGITAL BANNER ADS Digital banner ads were also used to promote the sweepstakes to the LA suburbs: Total Impressions: 383,376 Total Clicks: 173 (-11%) Total Engagements, including clicks and hovers: 4,462 E -NEWSLETTER ANALYTICS ITEM NUMBER: C-6 DATE: 04/19/17 Page 32 of 34 GL #Notes REVENUE PROJECTIONS July August September October November December January February 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 $2,500 17,500.00$ 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$ 1,007.00$ 8,084.00$ 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$ 982.00$ 15,308.00$ 20,000.00$ Per approved scope of work at January 2016 board meeting and includes reactive creative 2303 Creative Services - Out of Scope 1,032.60$ 1,032.60$ 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$ 1,949.00$ 15,935.00$ 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$ 7,075.00$ 41,741.00$ 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$ 6,861.00$ 27,827.50$ 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$ 538.00$ 3,089.00$ 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 300.00$ 300.00$ 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 $493,749.00 ATBID 2016/17 Proposed BUDGETED P&L ITEM NUMBER: C-7 DATE: 04/19/17 Page 33 of 34 City of Atascadero Tourism Report Transient Occupancy Tax Revenues Jul-Sep Oct-Dec Jan-Mar Apr-Jun 1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL Fiscal Year 2014 254,557.46$ 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$ 259,716.23$ 6,094.95$ ITEM NUMBER: C-7 DATE: 04/19/17 Page 34 of 34