HomeMy WebLinkAboutTBID_2017-05-17_ AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, May 17, 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 – Special Meeting, March 9, 2017
Recommendation: Board approve the Draft Action Minutes of March 9, 2017.
[City Manager’s Office]
2. ATBID Draft Action Minutes – April 19, 2017
Recommendation: Board approve the Draft Action Minutes of April 19, 2017.
[City Manager’s Office]
B. BUSINESS ITEMS
1. Marketing Services Contract Renewal (Amendment No. 2) – Verdin
Recommendation: Board endorse Contract Amendment No. 2 with Verdin, for
marketing services, to renew the contract for an additional one-year period with
contract end date of 6/30/2018 and revise compensation for an annual amount
not to exceed $180,000. [Verdin]
Fiscal Impact (GL Varied): Annually $180,000 (Current contract: $120,000)
Page 1 of 41
2. Destination Management Services Contract Renewal (Amendment No. 1) -
Big Red Marketing
Recommendation: Board endorse Contract Amendment No. 1 with Big Red
Marketing, for destination management services, to renew contract for an
additional one-year period with contract end date of 6/30/2018 and revise
compensation for an annual amount not to exceed $36,000. [Big Red
Marketing]
Fiscal Impact (GL 2201): Annually $36,000 based on scope of work proposal
(Current contract: $30,000)
3. ATBID FY 2017/18 Annual Report - Expenditure of Annual Assessment
Recommendation: Board review and accept or amend the Fiscal Year 2017-
2018 Annual Report for expenditure of funds derived from the annual
assessment for filing with the City Council. [City Manager’s Office]
Fiscal Impact: None.
4. Appointment of ATBID Board Member to Visit SLO CAL Board
Recommendation: Board nominate and recommend for appointment by City
Council, a representative from the ATBID Board to serve on the Visit SLO CAL
Tourism Board. [City Manager’s Office]
Fiscal Impact: None.
5. Z-Day Car Show Recap
Recommendation: Board receive and file event recap presentation by SOCALZ
on the 2017 Z-Day California Car Show. [SOCALZ]
Fiscal Impact: None.
C. UPDATES
1. Visit SLO CAL TMD Update – JP Patel
2. Short-term Rentals/ Host Compliance Update – Big Red Marketing
3. Deputy City Manager Update
a. City Marketing & Event Update
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
Page 2 of 41
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 41
ITEM NUMBER: A-1
DATE: 05/17/17
Atascadero TBID – Special Meeting
March 9, 2017
Page 1 of 2
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Thursday, March 9, 2017 at 10:00 a.m.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Sohi called the meeting to order at 10:10 a.m.
ROLL CALL:
Present: Board Members O’Malley, Patel, Vice Chairperson Alexander and
Chairperson Sohi
Absent: Board Member Speth
Staff Present: Destination Manager Amanda Diefenderfer, Destination Specialist
Angelica Ottman, Marketing Consultant, Ashlee Akers, Marketing
Consultant Stephanie Goodwin, Deputy City Manager/ Outreach,
Promotions, Events Terrie Banish and Deputy City Clerk Amanda
Muther
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve the agenda.
Motion passed 4:0 by a roll call vote.
PUBLIC COMMENT: None.
A. BUSINESS ITEMS
1. Strategic Marketing Goals for 2017 – 2018
• Recommendation: Advisory Board provide feedback and direction to Verdin to
create a 2017-2018 Marketing Plan.
• Fiscal Impact: None.
Page 4 of 41
ITEM NUMBER: A-1
DATE: 05/17/17
Atascadero TBID – Special Meeting
March 9, 2017
Page 2 of 2
Ashlee Akers from Verdin Marketing presented information on industry travel trends and
reviewed hotelier survey results. Marketing Consultant Akers and Marketing Consultant
Goodwin answered questions from the Board.
Speaking from the Public: Jessica Sohi and Linda Hendy
Verdin Marketing presented anticipated travel trends:
Personalization (Example - Hotel remembering prior visitors)
Interest in the rural experience
Increase in independent female travelers
Interest in supporting environmentally friend businesses and female
owned/managed businesses
Interest in exclusive experiences (Example – behind the scenes visit with a local
chef)
Intimate exposure of local businesses and farmers (Raw, authentic video of the
people and processes being purchased)
The Board identified key marketing goals:
1. Continue to generate hotel demand in the offseason
2. Find ways to offset competition and entice demand by offering special packages
and itinerary options for visitors
3. Build up better partnerships with hotels, Chamber of Commerce, downtown
businesses and events
4. Capture event photos for promotional purposes
Consider hiring a professional photographer or explore partnering with the
Chamber of Commerce to utilize the Chamber’s photographer
5. Continue to improve SLOCal partnerships
6. Find ways to make marketing money go further (avoid duplicate efforts)
7. Investigate creating an Atascadero map that would include a beer trail or local
artisan trail to draw visitors
8. Clarify City, Verdin Marketing and Big Red Marketing roles in ATBID
The Board directed Verdin Marketing to return with ideas on how to designate
partnership roles between Verdin Marketing and Big Red Marketing for managing
Verdin Marketing projects.
B. BOARD MEMBER COMMENTS: None.
C. ADJOURNMENT:
Chairperson Sohi adjourned the meeting at 11:49 a.m.
MINUTES PREPARED BY:
Amanda Muther, Deputy City Clerk
Page 5 of 41
ITEM NUMBER: A-2
DATE: 05/17/17
Atascadero TBID
April 19, 2017
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, April 19, 2017 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Vice Chairperson Alexander called the meeting to order at 2:30 p.m.
ROLL CALL:
Present: Board Members O’Malley and Patel and Vice Chairperson Alexander
Absent: Chairperson Sohi
Staff Present: Destination Manager Amanda Diefenderfer, Destination Specialist
Angelica Ottman, Marketing Consultant Stephanie Goodwin, Deputy
City Manager/ Outreach, Promotions, Events Terrie Banish and Deputy
City Clerk Amanda Muther
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Board Member Patel
to approve the agenda.
Motion passed 3:0 by a roll call vote.
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.
The following citizen spoke during Public Comment: Linda Hendy, President of the
Atascadero Chamber of Commerce, gave a brief update on the Art and Wine Tour event.
Page 6 of 41
ITEM NUMBER: A-2
DATE: 05/17/17
Atascadero TBID
April 19, 2017
Page 2 of 4
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.
Board Member O’Malley asked to review A-2. Destination Specialist Ottman provided a
review and answered questions.
MOTION: By Board Member O’Malley and seconded by Board Member Patel
to approve the consent calendar.
Motion passed 3:0 by roll call vote.
B. BUSINESS ITEMS
1. ATBID Board Vacancies
Recommendations: 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.
Destination Manager Diefenderfer presented the item. Destination Manager Diefenderfer
and Deputy City Manager Banish answered questions from Board Member O’Malley and
Vice Chairperson Alexander.
There was Board consensus to receive and file the ATBID resignation letter of
Tianna Speth and to accept the proposed lodging owner nomination meeting
date and time of May 17, 2017 at 5:30 p.m.
Page 7 of 41
ITEM NUMBER: A-2
DATE: 05/17/17
Atascadero TBID
April 19, 2017
Page 3 of 4
2. ATBID Board Member Review of Attendance Guidelines
Recommendation: Board receive and file ATBID Meeting attendance guidelines.
[Big Red Marketing]
Fiscal Impact: None.
Destination Specialist Ottman presented the item and answered questions from Board
Member O’Malley. Board Members were asked to contact the Destination Manager seventy
two hours in advance of an ATBID meeting, if unable to attend. Vice Chairperson Alexander
recommended that future ATBID applicants be advised of the attendance guidelines.
There was Board consensus to receive and file ATBID Meeting attendance
guidelines. There was Board consensus to advise future ATBID applicants of
ATBID attendance guidelines and to take applicants availability for ATBID
meetings into consideration when voting.
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.
President of the Atascadero Chamber of Commerce, Linda Hendy, presented an overview
of the mission goals, marketing efforts and planned improvements for the 2017 Atascadero
Wine Festival and answered questions from the Board. Deputy City Manager Banish,
Destination Manager Diefenderfer and Marketing Consultant Goodwin also answered
questions from the Board.
There was Board consensus to subsidize marketing expenses for the
Atascadero Wine Festival. The Board approved up to three thousand five
hundred dollars in promotional support and up to two thousand five hundred
dollars for shuttle expenses. The Board directed Deputy City Manager Banish
to research ways to grow the Atascadero Wine Festival and coordinate with
Verdin Marketing to draft a marketing plan to support the event, build up
attendance and promote sixty percent growth in out of town visitors over the
course of the next three years.
Deputy City Manager Banish distributed a copy of the Central Coast Cider Festival contract
to the Board. (Exhibit A)
C. UPDATES
1. Cider Festival Update – Stacy Jacobs, Solterra Strategies, proved a review of the
2016 Cider Festival and presented the goals and planned changes for the 2017 event.
Ms. Jacobs distributed a handout on the Cider Festival. (Exhibit B)
Speaking from the Public: Annie Weyrich
Page 8 of 41
ITEM NUMBER: A-2
DATE: 05/17/17
Atascadero TBID
April 19, 2017
Page 4 of 4
2. Visit SLOCal TMD Update – Board Member Patel announced the date of the annual
Visit SLOCal Tourism Exchange Luncheon and distributed a flyer. (Exhibit C)
3. Short-term Rentals/Host Compliance Update – Destination Specialist Ottman
provided an update on the short-term rental information gathered since the last ATBID
meeting and advised that Big Red Marketing has the information needed to initiate
the complaint process with the City. Destination Manager Diefenderfer and Deputy
City Manager Banish answered questions from the Board.
4. Deputy City Manager Update – Deputy City Manager Banish gave a brief update on
marketing and promotional efforts in the City and revisited the TOT reporting structure
request.
a. City Marketing & Event Update
b. TOT Collection: Review process of moving to a monthly reporting structure vs
quarterly.
Following questions from the Board there was consensus to table the
request for monthly TOT reporting for a year.
5. Marketing Committee Update – None.
6. Monthly Marketing Report – Marketing Consultant Goodwin presented ATBID with a
2017 Addy Award recognizing Verdin Marketing for their Online/Interactive
Campaign, “101 Road Trip Contest”. Marketing Consultant Goodwin also announced
that this would be her last ATBID meeting. Ms. Goodwin advised that Marketing
Consultant Ashlee Akers from Verdin Marketing would fill in until her vacancy was
filled.
7. Budget Report – Destination Manager Diefenderfer provided a brief budget report.
D. BOARD MEMBER COMMENTS: None.
E. ADJOURNMENT
Vice Chairperson Alexander adjourned the meeting at 4:54 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 – Central Coast Cider Festival contract, handout from Deputy City Manager Terrie Banish
Exhibit B – Central Coast Cider Festival summary sheet, handout from Stacy Jacobs from Solterra Strategies
Exhibit C – Visit SLOCal Tourism Exchange flyer, handout from Board Member Patel
Page 9 of 41
ITEM NUMBER: B-1
DATE: 05/17/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report – Big Red Marketing
Marketing Services Contract
Renewal (Amendment No. 2) - Verdin
RECOMMENDATION:
Board endorse Contract Amendment No. 2 with Verdin, for marketing services, to renew
the contract for an additional one-year period with contract end date of 6/30/2018 and
revise compensation for an annual amount not to exceed $180,000 .
DISCUSSION:
Verdin Marketing is submitting a proposed 2017 -2018 Scope of Work for the marketing
and public relations efforts for ATBID. In addition to the Scope of Work Verdin is
recommending a $180,000 marketing contract to support those efforts and reach ATBID's
marketing goals. Verdin recommends the total marketing contra ct should break down as
such: $35,000 to creative development; $82,000 for media hard costs, planning and
placement; $27,000 for social media, e-newsletters and contest management; $15,000
for public relations; $3,000 for website updates; $18,000 for strat egy and project
management.
This recommended scope of work allows ATBID's marketing agency, Verdin, to
proactively and reactively market Atascadero as an ideal tourist destination on the Central
Coast.
FISCAL IMPACT:
Annually $180,000 (Current contract: $120,000)
ATTACHMENTS:
1. Verdin Recommended Scope of Work
2. Verdin 2017/2018 Proposed Budget
Page 10 of 41
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
RECOMMENDED SCOPE OF WORK
Atascadero TBID (ATBID)
BUDGET ALLOCATION: JULY 2017 THROUGH JUNE 2018 - $180,000
Below is a general breakdown of budget and marketing services for a yearlong ATBID partnership. Categories are
based on the above and past contract, and discussions with the marketing committee and full TBID board.
CREATIVE DEVELOPMENT: $35,000
Verdin will develop three campaigns targeting behavioral demographics to showcase Atascadero’s key assets.
Estimate includes:
• Concept creation and copywriting
• Design of all advertising based on approved media plan (TBD)
• Asset coordination and execution (possible video and cinemagraph images)
• Updates and printing of Visit Atascadero brochures
• $4,000 will be left for reactive opportunities that arise throughout the year
• $2,500 for additional photo or video assets as needed
MEDIA HARD COSTS, PLANNING & PLACEMENT: $82,000
Verdin will handle all media coordination under the direction and approval of ATBID.
Estimate includes:
• Media planning and negotiation through June 2018
• Media monitoring and recommendations based on performance
• Invoice reconciliation and coordination on any make-goods or billing adjustments needed
• $76,000 dedicated to media hard costs
• Certified Folder contract for brochure distribution
• A portion of media hard costs will be designated as co-op dollars or contingency to use for reactive
marketing opportunities
SOCIAL MEDIA/E-NEWSLETTER/CONTEST MANAGEMENT: $27,000
Verdin will manage ATBID’s Facebook, Twitter, Instagram, monthly e-newsletter and contests.
Estimate includes:
• Creation of monthly calendars and custom images for all appropriate channels
ITEM NUMBER: B-1
DATE: 05/07/17
ATTACHMENT: 1
Page 11 of 41
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
• Creation of monthly e-newsletter content and images
• $2,000 in contest prizes
• Scheduling, monitoring and responding
• Monthly subscription cost for Mail Chimp
PUBLIC RELATIONS: $15,000
Verdin recommends three press releases and possible FAM tour.
Estimate includes:
• Copywriting of press releases
• List generation, blogger outreach and FAM tour coordination
• Distribution and follow up of releases
• Report showcasing all clips captured
• Assistance at one tradeshow and/or tradeshow booth design and hard costs (TBD)
WEBSITE UPDATES: $3,000
Verdin will updated the website’s content pages as needed for promotions, advertising and contests.
Estimate includes:
• Copywriting
• Page layout direction and implementation
• Page monitoring
STRATEGY & PROJECT MANAGEMENT: $18,000
Verdin will direct all implementation and monitoring of ATBID projects based on set goals.
Estimate includes:
• Research, strategy, consulting and project management
• Monthly meetings and reporting
TOTAL: $180,000
ITEM NUMBER: B-1
DATE: 05/07/17
ATTACHMENT: 1
Page 12 of 41
Atascadero TBID Marketing Expenses - July 2017 - June 2018
Budget: $180,000 | Updated 5/8/2017
DETAILED SPENDING
DESCRIPTION BUDGET JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTAL
Planning, meetings, reporting $18,000 1,000 1,200 1,000 1,000 1,000 1,000 1,500 3,500 3,500 1,300 1,000 1,000 18,000
Creative Development $28,500 6,000 3,000 2,500 1,000 1,000 4,000 3,000 2,500 2,000 1,500 1,000 1,000 28,500
Reactive Creative $4,000 -
Photo/Video Assets $2,500
Public Relations $5,000 850 200 200 850 200 200 850 200 200 850 200 200 5,000
Reactive PR Coordination $10,000 -
Web Updates $3,000 500 500 500 500 500 500 3,000
E-Newsletter $6,600 550 550 550 550 550 550 550 550 550 550 550 550 6,600
Social Media $18,400 1,534 1,533 1,533 1,534 1,533 1,533 1,534 1,533 1,533 1,534 1,533 1,533 18,400
Contest Prizes / Coord.$2,000 1,000 1,000 2,000
Media Planning $6,000 500 500 500 500 500 500 500 500 500 500 500 500 6,000
Advertising $58,000
Reactive $18,000 -
SUMMARY: ACTUAL TO BUDGET
BUDGET JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTAL
MONTHLY
Monthly Totals $180,000 $10,934 $6,983 $6,283 $5,934 $5,283 $8,783 $8,434 $9,283 $8,283 $6,734 $5,783 $4,783 $87,500
Adjustments
Actual Totals $180,000 $10,934 $6,983 $6,283 $5,934 $5,283 $8,783 $8,434 $9,283 $8,283 $6,734 $5,783 $4,783 $87,500
No Charge/Added Value
ITEM NUMBER: B-1
DATE: 05/07/17
ATTACHMENT: 2
Page 13 of 41
ITEM NUMBER: B-2
DATE: 05/17/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report – Big Red Marketing
Destination Management Services Contract Renewal
(Amendment No. 1) - Big Red Marketing
RECOMMENDATION:
Board endorse Contract Amendment No. 1 with Big Red Marketing, for destination
management services, to renew contract for an additional one-year period with contract
end date of 6/30/2018 and revise compensation for an annual amount not to exceed
$36,000.
DISCUSSION:
The ATBID board appointed Big Red Marketing in 2015 for support and consulting in
destination management services. The overall role of this position consists of working in
conjunction with the ATBID, City of Atascadero, the marketing firm of choice, tourism
industry partners and other stakeholders and organizations with a primary focus to
include:
Assist in maintaining roles and responsibilities in ATBID communication chart (City
and all other entities)
Act as administrator to support ATBID and its members in all capacities to execute
the plans and attain goals, including and not limited to financial growth and laying
the groundwork for future success
Guide the organization to develop and implement strategies to increase occupancy
consistent with the annual goals and objectives established by the ATBID and its
annual marketing plans
Assist in creating ATBID policies and procedures
Big Red Marketing has adhered to all items defined in the 2016/2017 scope of work and
helped the ATBID to meet and exceed goals. In addition to all items found on last year’s
scope of work, Big Red Marketing has assisted in coordinating and creating necessary
documents for Marketing Committee meetings as well as creating and coordinating staff
reports to supplement agenda packet.
Page 14 of 41
ITEM NUMBER: B-2
DATE: 05/17/17
To help the ATBID meet newly defined goals, Big Red Marketing has added the following
to the 2017/2018 scope of work: availability to attend trade a nd consumer shows and
availability to help assist marketing firm with coordination of photography projects, video
projects and FAM tours.
FISCAL IMPACT (GL2201):
Annually $36,000 based on scope of work proposal (Current contract: $30,000)
ATTACHMENT:
1. Client Agreement for City of Atascadero relating to services for Atascadero
Tourism Business Improvement District Advisory Board (ATBID)
Page 15 of 41
Client Agreement for City of Atascadero relating to services for Atascadero
Tourism Business Improvement District Advisory Board (ATBID)
July 1, 2017 - June 30, 2018
Big Red Marketing, Inc.
Big Red Marketing, Inc. provides services in the various areas of strategy and marketing to achieve
client goals. These offerings include marketing strategy, copywriting, digital marketing plans,
strategic event consulting and various other solutions to support the rapidly changing business
environment. The following agreement is intended to outline the specific services Big Red Marketing
will provide to the City of Atascadero relating to services for the ATBID, also referred to as “the
client.” Big Red Marketing constantly strives to provide clients with top-level service and will
communicate any changes or variations from the initial agreement should they arise.
City of Atascadero ATBID
The ATBID was formed in April 2013 to collect assessments from lodging businesses to be used for
tourism promotions and marketing programs to promote the City of Atascadero as a tourism
destination and to increase transient stays at lodging businesses. The ATBID currently contracts with
Big Red Marketing for support and consulting in destination management services. Services to be
offered are detailed below in the Scope of Work.
Scope of Work
The overall role of this position will be to work in conjunction with the ATBID, City of Atascadero, the
marketing firm of choice, tourism industry partners and other stakeholders and organizations with a
primary focus to include:
•Assist in maintaining roles and responsibilities in ATBID communication chart (City and all other
entities)
•Act as administrator to support ATBID and its members in all capacities to execute the plans and
attain goals, including and not limited to financial growth and laying the groundwork for future
success
•Guide the organization to develop and implement strategies to increase occupancy consistent
with the annual goals and objectives established by the ATBID and its annual marketing plans
•Assist in creating ATBID policies and procedures
•Administrative:
•Communicate effectively with and between ATBID, City Council, Board of Supervisors, City
and County liaison and staff, ATBID members, community leaders, and related tourism
partners to maintain strong internal and external relationships
Client Agreement Page ! of !1 5
adief@bigredmktg.com
805-610-6326
RED: PMS 187 C / 187 U
ITEM NUMBER: B-2
DATE: 05/17/17
ATTACHMENT: 1
Page 16 of 41
•Provide clear and concise recommendations through ongoing communication regarding
direction, opportunities, challenges, and progress to the ATBID
•Assist the Board in the selection, retention and management of professional services and
vendors
•Take a visionary lead role in all activities and ensure ATBID actions are consistent with
strategic goals and direction
•Development and management of timeline and deliverables with the selected marketing firm
-Monitor progress of website updates
-Communicate with marketing firm the vision of the ATBID to assist in the execution of the
marketing plan
-Execute promotional programs
-Develop measurable criteria and benchmarks for monitoring the success of the ATBID and
effectiveness of contracted vendors
-Assist marketing firm to coordinate photography projects, video projects and FAM tours
•Attendance to all meetings related to the ATBID, including monthly Board meetings and
subcommittee meetings, and Atascadero City Council Meetings
- Prepare ATBID agenda and packet and deliver to the Deputy City Manager for posting and
distribution in accordance to Brown Act requirements
-Create and coordinate development of staff reports to supplement agenda packet.
•Represent the ATBID and its members by attending countywide events and related professional
association meetings
•Promote the ATBID mission and goals by being available to attend, on behalf of Visit Atascadero,
board selected consumer and trade shows
-One significant trade show such as IPW
-One large-scale or two intermediate consumer shows that require travel of 2+ hours
-Up to two in-county consumer shows
•Partner with tourism coordinator and marketing firm to prepare and present the budget, Year End
Report and annual marketing plans
•Work with City to manage timelines for the ATBID’s annual renewal process
•Develop and implement communication tools so that all members are informed of ATBID
progress and programs
-Create and maintain an accurate member inventory to include individual property contact
information, property type and unit count
•Maintain and provide timely budgets, actual receipts and expenditures information, with monthly
progress reports to the ATBID Board
-Adhere to City guidelines and submit monthly contractor fee invoice and expenses with back
up each month
-Review all vendor invoices for accuracy and compliance to budget
•Strategy:
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adief@bigredmktg.com
805-610-6326
ITEM NUMBER: B-2
DATE: 05/17/17
ATTACHMENT: 1
Page 17 of 41
•Take a visionary lead role in all activities and ensure ATBID actions are consistent with
strategic goals and direction
•Champion change and innovation to encourage diverse thoughts and contributions
•Participate in the creation and execution of cooperative opportunities, marketing plan, and
budget development
•Collaborate with local events and tourism partners to maximize the opportunity for members
and identify sponsorship opportunities
Big Red Marketing Content
Big Red Marketing guarantees all content provided is original, has been legally licensed by the
company to meet project needs or will be properly sited when incorporated into marketing
strategies.
Client Content
The client agrees that all materials provided to Big Red Marketing to assist in the completion of any
project have the appropriate rights and licenses for such use. Big Red Marketing is to be indemnified
and held harmless in the case that any client provided materials are not secured by the necessary
releases prior to use.
Big Red Marketing Rights to Work
Big Red Marketing maintains the rights to all work created for any client until the project has been
completed and paid for in full. Additionally, Big Red Marketing reserves the right to use materials
produced for clients for promotion of company services. These promotions may include, but are not
limited to, Big Red Marketing’s website, portfolio and advertisements.
Client Rights to Work
The client has full and unlimited rights to all content created by Big Red Marketing for the purpose
of the client’s project. These rights begin once Big Red Marketing has received payment for services.
Independent Contractor
Big Red Marketing works with other non-competitive clients and may pursue new work as capacity
allows. Big Red Marketing will staff appropriately to ensure impact from other client work does not
negatively affect services provided to the client. Big Red Marketing is an independent contractor and
not an employee. The client does not stipulate hours worked, supervise employees of Big Red
Marketing nor direct the activities of Big Red Marketing or its employees.
Confidentiality
Big Red Marketing will not disclose any confidential client information to outside persons, firms or
corporations. Should a situation arise in which the sharing of information may offer benefits to the
client, Big Red Marketing will first contact the client for permission to share such information. It is
understood that this confidentiality provision does not apply to information that is public or that may
Client Agreement Page ! of !3 5
adief@bigredmktg.com
805-610-6326
ITEM NUMBER: B-2
DATE: 05/17/17
ATTACHMENT: 1
Page 18 of 41
be required by legal means. This provision shall survive the termination of this agreement for a
period of three years.
Liability and Provisions
Big Red Marketing will not be held responsible for any damages that arise from this agreement.
Modifications to the agreement must be made in writing and signed by both parties. This agreement
will be governed by the laws of the State of California. Should litigations arise, the prevailing party
will have the right to recover reasonable attorney fees and costs from the non-prevailing party.
Termination or Adjustment of Agreement
Either party may terminate the whole or any part of this contract at anytime with written notice to the
signees below. Communication of any termination or adjustments shall be provided by written notice
at least 30-days in advance of the effective date. Big Red Marketing shall be entitled to any unpaid
fees or approved expenses up to the date of termination.
Fees
Services detailed in the Scope of Work above will be provided at a monthly retainer of $3,000/month
for the 2017/2018 fiscal year.
Upon approval from the client, the following other costs that may be included in monthly billing for
reimbursement:
•Mileage at the federal reimbursement rate of $0.535/mile
•Additional time spent on behalf of the ATBID at trade/ consumer shows
•Dining costs while traveling for client requirements
•Lodging costs while traveling for client requirements
The client will be provided with a monthly invoice outlining fees due and including all appropriate
support documentation. All payments are non-refundable upon completion of work. Should a client
choose to terminate a project before it is complete, the client will be responsible for any additional
hours accrued at the hourly rate of the Big Red Marketing employee or contractor completing the
work. Payments not received within 30 days of invoice date will be assessed an additional 1.5%
service charge for each additional month delayed.
Client Agreement Page ! of !4 5
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ITEM NUMBER: B-2
DATE: 05/17/17
ATTACHMENT: 1
Page 19 of 41
Client Information
Company Name: City of Atascadero, ATBID
Contact: Terrie Banish
Phone: (805) 470-3400
Email: tbanish@atascadero.org
City of Atascadero, ATBID Signatures
________________________________________ ____________
Terrie Banish Date
Deputy City Manager
________________________________________ ____________
Amar Sohi Date
ATBID Chair
Big Red Marketing, Inc. Signature
_______________________________________ ____________
Amanda S. Diefenderfer Date
Proprietress
Client Agreement Page ! of !5 5
adief@bigredmktg.com
805-610-6326
ITEM NUMBER: B-2
DATE: 05/17/17
ATTACHMENT: 1
Page 20 of 41
ITEM NUMBER: B-3
DATE: 05/17/17
Atascadero Tourism Business Improvement
District – Advisory Board
Staff Report – City Manager’s Office
Atascadero Tourism Business Improvement District (ATBID)
Annual Report for Expenditure of Annual Assessment
RECOMMENDATION:
Board review and accept or amend the Fiscal Year 2017 -2018 Annual Report for
expenditure of funds derived from the annual assessment for filing with the City Council.
DISCUSSION:
The City of Atascadero established the Atascadero Tourism Business Improvement
District (ATBID) to levy annual assessments under the Parking and Business
Improvement Area Law of 1989, by adopting Title 3, Chapter 16 of the Atascadero
Municipal Code in April 2013. The activities to be funded by the assessments on lodging
businesses within the ATBID are tourism promotions and marketing programs to promote
the City as a tourism destination. The formation and operation of a Tourism Business
Improvement District is governed by the California Streets & Highways Code (Section
36500 et. Seq.) The budget for the ATBID is submitted in conjunction with the City’s
annual budget.
The City Council appoints ATBID Advisory Board Members to serve at the pleasure of
the Council. The Advisory Board is made up of lodging business owners or employees,
or other representatives holding the written consent of a lodging business owner within
the ATBID area.
The Streets & Highways Code requires that the Advisory Board provide a report to the
City Council annually for the expenditure of funds derived from the assessment paid by
lodging businesses within the City. The annual report must identify: (1) proposed
activities, programs and projects for the fiscal year; (2) the approxi mate cost of such
activities, programs and projects for the fiscal year; (3) the amount of surplus or deficit
revenues carried over from a previous fiscal year; and (4) contributions received other
Page 21 of 41
ITEM NUMBER: B-3
DATE: 05/17/17
than assessments. The annual report must meet the require ments of the California
Streets and Highway Code §36533. The City Council may approve the report as filed or
may modify any particular contained in the report and approve it as modified.
After the approval of the report, the City Council is required to adopt a Resolution of
Intention, and set a date and time for a public hearing. The purpose of the public hearing
is to receive public comment prior to the assessment being collected. Staff is proposing
that the hearing be conducted at the next regular mee ting scheduled for June 13, 2017.
FISCAL IMPACT: None
ATTACHMENT:
1. ATBID Annual Report
Page 22 of 41
ITEM NUMBER: B-3
DATE: 05/17/17
ATTACHMENT: 1
ATBID Annual Report
Fiscal Year 2017-2018
(Pursuant to Streets & Highways Code Section 36533)
1. Proposed activities, programs and projects for the fiscal year:
Contract services
o Marketing Firm – Verdin Marketing
o Destination Manager Services – Big Red Marketing
o Website Development - Clever Concepts
Marketing Plan
Maintenance of Visual Assets
o Photography
o Creative Services
Digital Marketing
o Website Content & Redesign
o Social Media
Advertising
o Print
o Digital
o Reactive Opportunities
Public Relations
o Group FAM
o Individual Hosted Itineraries
o Press Releases
Tour & Travel
o Collaboration with CCTC FAMs
o Collaboration with Visit CA FAMs
o Collaboration with Visit SLOCAL FAMs
Consumer Outreach
o Central Coast Cider Festival
o Event Sponsorship Opportunities
o Email Marketing
Administration of TBID fund
2. Approximate cost of such activities, programs and projects for the fiscal year:
$379,610
3. Amount of fund balance as of June 30, 2017 is projected to be $3 65,370
4. Estimated fund balance for June 30, 2018 is projected to be $250,820
5. Contributions received other than assessments:
Estimated interest income of $3,690 for fiscal year 2016/17.
Estimated interest income for fiscal year 2017/18 is budgeted at $3,810
Page 23 of 41
ITEM NUMBER: B-4
DATE: 05/17/17
Atascadero Tourism Business Improvement
District – Advisory Board
Staff Report – City Manager’s Office
Appointment of ATBID Board Member
to Visit SLO CAL Board
RECOMMENDATION:
Board nominate and recommend, for appointment by City Council, a representative from
the ATBID Board to serve on the Visit SLO CAL Tourism Board.
DISCUSSION:
On April 29, 2015, the new Visit San Luis Obispo County Tourism Marketing District
(VSLOCTMD) created a 15-member Board of Directors. It was defined at that time that
the board would be self-elected and strive to ensure that each jurisdiction is represented
in approximate proportion to the amount contributed by the lodging busin ess in that
jurisdiction. Each Director must be a representative of an assessed lodging business
except for the County representative. The nominating committee will recommend a slate
to the Board of Directors that ensures diversity of geography and takes into consideration
assessment contribution. The Directors will include the following:
At least one representative of a lodging business in each jurisdiction
One representative each from a vacation rental, bed and breakfast, ad an R.V.
Park
One representative who is appointed by the County of San Luis Obispo
Three at-large members
As part of the annual budget process, the VSLOC Board will review all staffing costs
including salaries and benefits. VSLOC will also create two new committees that will
assist in managing and implementing the TMD funds and programs and communicating
with the various jurisdictions.
Page 24 of 41
ITEM NUMBER: B-4
DATE: 05/17/17
Over the two-year board term, July 1, 2015-June 30, 2017, an assigned ATBID Board
member, JP Patel, has served on the Board of Directors for the Visit San Luis Obispo
County Tourism Marketing District. The board position is up for renewal and the ATBID
Board needs to nominate and recommend a new board member for the new term from
July 1, 2017 through June 30, 2019. This recommendation will be forwarded to the City
Council for discussion and appointment at the June 13, 2017 City Council meeting.
FISCAL IMPACT: None
ATTACHMENTS: None
Page 25 of 41
ITEM NUMBER: B-5
DATE: 05/17/17
Atascadero Tourism Business Improvement
District – Advisory Board
Staff Report – SOCALZ
ZDay Car Show
Event Sponsorship Recap
RECOMMENDATION:
Board receive and file event recap presentation by SOCALZ on the 2017 Z-Day California
Car Show.
DISCUSSION:
On October 19, 2016, the ATBID Board awarded a $5,000 Tier 2 event level sponsorship
to SOCALZ for the first ZDay California Car Show Event in Atascadero. The awarded
amount was to be used towards out of market advertising to bring people into the City of
Atascadero from across California. The presentation today will highlight what took place
at the event and the attendance it generated on March 18th, 2017. The SOCALZ
organization is planning to return in 2018 and will present ideas on how to grow the event
into year two in Atascadero, which will be the 4 th Annual ZDay California event.
FISCAL IMPACT: None
ATTACHMENT:
1. ZDay Car Show Event Recap Presentation
Page 26 of 41
ITEM NUMBER: B-5
DATE: 05/07/17
ATTACHMENT: 1
Page 27 of 41 Page 27 of 41
Z ORGANIZED IT’S FIRST YEARS SHOW. IN IT’S FIRST YEAR WE HAD Z CAR
OWNERS FROM ACROSS THE STATE TO CELEBRATE ALL THINGS Z CAR RELATED. OUR MISSION WAS TO ESTABLISH AN AREA WHERE ALL CLUBS
STATE WIDE CAN COME TOGETHER, MEET NEW PEOPLE AND CREATE MEMORIES. THE Z CAR COMMUNITY IS VERY DIVERSE FROM PEOPLE OF ALL
AGES AND BACKGROUNDS THAT SHARE THE SAME PASSION.
ITEM NUMBER: B-5
DATE: 05/07/17
ATTACHMENT: 1
Page 28 of 41 Page 28 of 41
•Z
•FAST INTENTIONS
•SPECIALTY-Z
•THE CITY OF ATASCADERO
ITEM NUMBER: B-5
DATE: 05/07/17
ATTACHMENT: 1
Page 29 of 41 Page 29 of 41
THIS YEARS SHOW WE HAVE 175 CARS
ATTEND TO INCLUDE 20 CLUBS FROM
ACROSS THE STATE, 30 VENDORS THAT
SUPPORTED THE EVENT AND 18 VENDORS
ATTEND THE EVENT.
ITEM NUMBER: B-5
DATE: 05/07/17
ATTACHMENT: 1
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•
•
•
ITEM NUMBER: B-5
DATE: 05/07/17
ATTACHMENT: 1
Page 36 of 41 Page 36 of 41
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
APRIL STAT SUMMARY
ATASCADERO TBID
May 9, 2017
WEB ANALYTICS (2016 V.2017)
WEBSITE TRAFFIC
Website Visits: 9,484 v. 10,863
Mobile Visits: 5,985 v. 8,283
Desktop Visits: 2,981 v. 1,911
Total Unique Visitors: 7,349 v. 7,602
PPV (Page Per Visit): 1.49 v. 1.7
TOS (Time on Site): 0:53 v. 1:00
ACQUISITION
Total Site Traffic: 10,863
Direct: 1,109 v. 5,750
Organic: 2,475 v. 2,071
Social: 4,174 v. 1,538
Referral: 1,726 v. 1,489
Other: 0 v. 2,071
PAGE VIEWS
Home Page: 3,126 v.
7,266
Lodging: 278 v. 378
GEOGRAPHIC REFERRALS
Los Angeles: 2,572 v. 1,749
Bakersfield: 81 v. 1,317
Atascadero: 649 v. 700
Sacramento: 50 v. 651
San Luis Obispo: 459 v. 444
TOP REFERRING URLS
lm.facebook.com: 3,565 v. 1,249
adspreview.simpli.fi: 145 v. 539
atascadero.org: 329 v. 496
m.facebook.com: 377 v. 158
sanluisobispo.com: 0 v. 119
facebook.com: 134 v. 56
SOCIAL MEDIA ANALYTICS (March V. April)
SOCIAL MEDIA
Facebook Fans: 5,016 v. 5,230
Facebook Referrals: 705 vs. 1,522
Total Impressions: 173,403 vs. 320,003
New Instagram Followers: 35 v. 23
Instagram Followers YTD: 708
Instagram Referrals: 9 v. 6
New Twitter Followers: 6 v. 8
Twitter Mentions: 0 v. 9
Twitter Referrals: 0 v. 0
Retweets: 0 v. 0
ITEM NUMBER: C-5
DATE: 05/17/17
Page 37 of 41
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The April e-newsletter went out on Monday, April 24th and featured information on local spring
activities, the new Farmer’s Market, the 3rd Annual Brew at the Zoo, paddle boarding at Atascadero
Lake, and the Cider Festival ticket giveaway. The newsletter is performing slightly lower than the
industry average.
4,058 Recipients
7.8% Open Rate (Industry Average is 16%)
1.7% Click Through Rate (Industry Average is 1.8%)
The “Experience my Atascadero” sweepstakes ended March 30th, and new Spring Break ads were started in
early April. The winter flight using other platforms was completed and only Facebook continued throughout
April. The Facebook ads performed extremely well, particularly compared to a contest that was active in
March.
FACEBOOK
Three different ads with slightly different messaging ran concurrently. The first ad featured a child running
through a field with the caption “rediscover spring break.” This image had the most clicks at 4,900. The
second featured two pair of feet lounging in the back of a car enjoying the view with the caption “this is
spring break.” This ad performed next best with 517 clicks. The final and third image of a young girl and her
father with the caption “take a break” received 277 clicks.
The total results are as follows:
Total Impressions: 228,065
Total Clicks: 5,694 (+49%)
Actions (including likes, shares, comments): 5,717
CTR: 2.50%
E -NEWSLETTER ANALYTICS
ITEM NUMBER: C-5
DATE: 05/17/17
Page 38 of 41
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL BUDGETED 2016-2017 BUDGETED
2014-2015 2015-2016 2015-2016 through 03/31/17 2016-2017
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 183,030$ 184,521$ 186,690$
46110.0000 Investment Earnings 2,068 5,458 2,690 - 2,110
Total Revenue 164,104 246,536 185,720 184,521 188,800
EXPENSES
6050000 Office Expense -$ 5,164$ 2,000$ -$ 2,200$
6070000 Advertising 3,450 86,914 85,000 82,306 90,000
6400000 Operating Supplies - 1,217 90 - -
6500000 Contract Services 26,173 105,314 149,910 102,049 155,000
6600000 Professional Development - - - 425 -
6740000 Business Development - 5,000 5,000 - -
6900000 Administration 1,620 2,411 1,830 1,845 1,870
Total Expenses 31,243 206,020 243,830 186,625 249,070
NET INCOME/(LOSS)132,861 40,516 (58,110) (2,104) (60,270)
BEGINNING AVAILABLE BALANCE 156,472 289,333 278,800 329,849 220,690
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 220,690$ 327,745$ 160,420$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
5/11/2017
ITEM NUMBER: C-6
DATE: 05/17/17
Page 39 of 41
GL #Notes
REVENUE PROJECTIONS July August September October November December January February March
1100 2% BID Revenue July 2016 - June 2017 $0.00 $3,784.00 $81,729.00 $6,636.00 $0.00 $0.00 $51,943.00 $0.00 $44,213.00 $188,305.00 Based on figures from City finance
1200 Fund Balance From FY 2015/2016 329,849.00$ Figure not final until fiscal year is closed by City Finance
1300 Investment Earnings 2,110.00$
Total 520,264.00$
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 $2,500 20,000.00$ 30,000.00$
2202 Verdin Marketing - Marketing Firm 1,169.00$ 940.00$ 1,000.00$ 1,008.00$ 1,054.00$ 1,246.20$ 991.00$ 1,034.60$ 9,560.74$ 18,003.54$ 12,000.00$
Per approved scope of work at
January 2016 board meeting and
out-of-scope work
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$ 1,094.00$ 16,402.00$ 20,000.00$
Per approved scope of work at
January 2016 board meeting and
includes reactive creative
2303 Creative Services - Reactive 823.00$ 504.00$ 400.00$ 1,005.00$ 68.00$ 1,073.00$
2400 Digital Marketing 63,800.00$
2401 Website Updates 5,141.00$ 382.00$ 7,465.00$ 8,658.00$ 124.00$ 110.00$ 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$ 1,741.00$ 17,676.00$ 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$ 1,928.00$ 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$ 288.00$ 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$ 803.00$ 3,892.00$ 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$ 13,450.00$ 19,811.00$ 15,266.00$ 63,899.50$ 249,070.00$
3001 Cash Reserves 24,900.00$ 10% of total budget
Contingency $246,294.00
4001 Contingency Fund (unallocated)
TOTAL Budget $495,364.00
ATBID 2016/17 Proposed BUDGETED P&L
ITEM NUMBER: C-6
DATE: 05/17/17
Page 40 of 41
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 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$ 236,432.90$
ITEM NUMBER: C-6
DATE: 05/17/17
Page 41 of 41