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Home My WebLink AboutTBID_2017-06-26_AmendedSpclMtgAgendaPcktADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AMENDED SPECIAL MEETING AGENDA Monday, June 26, 2017 at 2:30 P.M. Atascadero City Hall - 6500 Palma Avenue, Club Room Atascadero, California Intercontinental Mark Hopkins San Francisco – 999 California Street, Business Center San Francisco, California* *(teleconference location) CALL TO ORDER: ROLL CALL: Chairperson Amar Sohi, Holiday Inn Express and Suites Vice-Chairperson Deana Alexander, The Carlton Hotel Board Member Tom O’Malley, Portola Inn Board Member Jiten Patel, Best Western Plus Colony Inn APPROVAL OF AGENDA: PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address the Board on any matter not on this agenda and over which the Board has jurisdiction. Speakers are limited to three minutes. Please state your name for the record before making your presentation. The Board may take action to direct the staff to place a matter of business on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless changed by the Board. A.CONSENT CALENDAR 1.ATBID Draft Action Minutes – May 17, 2017 •Recommendation: Approve the Draft Action Minutes of May 17, 2017. [City Manager’s Office] B.BUSINESS ITEMS 1.Z-Day Car Show Event Sponsorship Recap Presentation •Recommendation: Receive and file event recap on the 2017 Z-Day California Car Show. [SOCALZ] •Fiscal Impact: None. 2.Tent City Marathon Planning Progress Presentation •Recommendation: Receive and file event planning progress presentation on the 2018 Tent City Marathon. [Vitality Fitness] •Fiscal Impact (GL 2802): Committed to $15,000 sponsorship at November 2016 ATBID Board Meeting. This sponsorship has been committed for the 2017/2018 fiscal year. Page 1 of 74 3.SLO Jazz Festival Presentation to Request Event Sponsorship •Recommendation: Approve $12,150 sponsorship of the SLO Jazz Festival. [SLO Jazz Festival] •Fiscal Impact (GL 2802): $12,150. 4.ATBID Sponsored Billboard Opportunity •Recommendation: Decline billboard marketing at this time. [Big Red Marketing] •Fiscal Impact (GL 2502): None. 5.New Distribution Locations and Costs for 2017/2018 Brochures •Recommendations: 1.Approve distribution of 2017/2018 brochures in new key feeder markets as well as San Luis Obispo County. [Verdin] 2.Approve $15,353.80 expenditure of funds for Verdin to print and distribute brochures. [Verdin] •Fiscal Impact (GL 2304): $15,353.80. 6.ATBID Additional Event Support and Event Timeline •Recommendations: 1.Approve supplemental event support of in-kind marketing for events including guest e-blast for Tier 1 events. [Big Red Marketing] 2.Approve application deadline requiring events to submit application according to published annual schedule or at least 12 weeks in advance of funding deadline. [Big Red Marketing] •Fiscal Impact (GL 2802): None. 7.May Marketing Statistics Summary •Recommendation: Receive and file monthly marketing statistics report. [Verdin] •Fiscal Impact: None. 8.Budget Report •Recommendation: Receive and file monthly budget report presentation. [Big Red Marketing] •Fiscal Impact: None. C.UPDATES 1.Visit SLO CAL TMD Update – JP Patel 2.Short-term Rentals/ Host Compliance Update – City Manager’s Office 3.City Business Updates – City Manager’s Office 4.Marketing Committee Update – Big Red Marketing D.BOARD MEMBER COMMENTS E.ADJOURNMENT Page 2 of 74 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 74 ITEM NUMBER:A-1 DATE: 06/21/17 Atascadero TBID May 17, 2017 Page 1 of 5 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT ACTION MINUTES Wednesday, May 17, 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 2:34 p.m. ROLL CALL: Present: Board Members O’Malley, Patel, Vice Chairperson Alexander and Chairperson Sohi Absent: None Staff Present: Destination Manager Amanda Diefenderfer, Destination Specialist Angelica Ottman, Marketing Consultant, Ashlee Akers, Deputy City Manager/ Outreach, Promotions, Events Terrie Banish and Deputy City Clerk Amanda Muther APPROVAL OF AGENDA: MOTION: By Vice Chairperson Alexander and seconded by Board Member Patel to approve the agenda. Motion passed 4:0 by a voice-vote. PUBLIC COMMENT: None 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] Page 4 of 74 ITEM NUMBER:A-1 DATE: 06/21/17 Atascadero TBID May 17, 2017 Page 2 of 5 2.ATBID Draft Action Minutes – April 19, 2017 •Recommendation: Board approve the Draft Action Minutes of April 19, 2017. [City Manager’s Office] MOTION: By Board Member 2¶0DOOH\ and seconded by Vice Chairperson Alexander to approve the consent calendar. Motion passed 4:0 by voice-vote. 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) Marketing Consultant Akers distributed a Recommended Scope of Work handout (Exhibit A), presented the item and answered questions from the Board. Destination Manager Diefenderfer, Destination Specialist Ottman and Deputy City Manager Banish also answered questions from the Board. Public Comment: None Board directed Verdin to revise Contract Amendment 2, Scope of Work, to clarify 9erGLn’s role, staffing and overall participation in trade shows. MOTION: By Board Member 2¶0DOOH\ and seconded by Chairperson Sohi to endorse Contract Amendment No. 2 with Verdin, for marketing services, to renew the contract for an additional one-year period with a contract end date of 6/30/2018 and revise compensation for an annual amount not to exceed $180,000. Motion passed 4:0 by roll call vote. 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) Destination Manager Diefenderfer presented the item and answered questions from the Board. Deputy City Manager Banish distributed a copy of Big Red MarNeWLng’s existing contract Scope of Work and Compensation (Exhibit B). Deputy City Manager Banish and Destination Specialist Ottman also answered questions from the Board. Deputy City Page 5 of 74 ITEM NUMBER:A-1 DATE: 06/21/17 Atascadero TBID May 17, 2017 Page 3 of 5 Manager Banish recommend that the Board put in place an administrative committee or assign the current ATBID Chairperson to participate in the monthly pre-ATBID agenda meetings. Public Comment: Speaking from the Public, Jessica Sohi and Annie Weyrich. The Board directed Big Red Marketing to add the preparation of Minutes, back into their scope of work, when a revised contract proposal is submitted MOTION: By Board Member 2¶0DOOH\ and seconded by Chairperson Sohi to extend Big Red 0DUNHWLQJ¶V existing contract for six months, during which time Big Red will be responsible for completing and submitting ATBID Agenda s and Minutes in accordance with their existing contract Scope of Work to the City Clerk. Motion passed 4:0 by roll call vote. Deputy City Manager Banish advised the Board that the presenter for the Z-Day Car Show, Item B-5, was waiting to provide a recap on the event. There was Board consensus to move Item B-5 ahead of B-3. 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. Deputy City Manager Banish distributed a draft ATBID Budget Summary (Exhibit C), presented the item and answered questions from the Board and Marketing Consultant Akers. Public Comment: None MOTION: By Chairperson Sohi and seconded by Vice Chairperson Alexander to accept the Fiscal Year 2017-2018 Annual Report for expenditure of funds derived for the annual assessment for filing with the City Council. Motion passed 4:0 by roll call vote. 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. Deputy City Manager Banish presented the item and answered questions from the Board. Public Comment: None Page 6 of 74 ITEM NUMBER:A-1 DATE: 06/21/17 Atascadero TBID May 17, 2017 Page 4 of 5 MOTION: By Board Member 2¶0DOOH\ and seconded by Vice Chairperson Alexander to recommend Board Member Patel for appointment, by City Council, to serve on the Visit SLO CAL Tourism Board for the two-year term, 2017-2019. Motion passed 4:0 by roll call vote. 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. Due to technical difficulties, a conference call could not be initiated and the recap presentation was not given. The recap will be presented at the next meeting. C.UPDATES 1.Visit SLO CAL TMD Update ± Board Member Patel provided a brief summary on the Tourism Exchange event and also reported that Atascadero is one of the few cities in San Luis Obispo County that is up in occupancy and RevPAR (revenue per available room) for the month of March. 2.Short-term Rentals/ Host Compliance Update ± Destination Specialist Ottman reported that Big Red Marketing had filed formal host compliance complaints with the City. 3.Deputy City Manager Update a. City Marketing & Event Update Deputy City Manager Banish distributed a Dates to Remember handout (Exhibit D) and reminded the Board about upcoming sexual harassment and Brown Act training. 4.Marketing Committee Update - Destination Specialist Ottman gave an update and answered questions from the Board. Deputy City Manager Banish also answered questions from the Board. 5.Monthly Marketing Report ± Marketing Consultant Akers provided a reviewed the April Stat Summary. 6.Budget Report ± Destination Manager Diefenderfer provided a brief budget report. D.BOARD MEMBER COMMENTS None. E. ADJOURNMENT Chairperson Sohi adjourned the meeting at 5:28 p.m. Page 7 of 74 ITEM NUMBER:A-1 DATE: 06/21/17 Atascadero TBID May 17, 2017 Page 5 of 5 MINUTES PREPARED BY: Amanda Muther, Deputy City Clerk The following exhibits are available for review in the City &lerN’s office: Exhibit A ± Recommended Scope of Work, handout from Marketing Consultant Akers Exhibit B ± Copy of Big Red MarNeWLng’s existing contract Scope of Work and Compensation, handout from Deputy City Manager Banish Exhibit C ± Draft ATBID Budget Summary, handout from Deputy City Manager Banish Exhibit D ± Dates to Remember, handout from Deputy City Manager Banish Page 8 of 74 ITEM NUMBER: B-1 DATE: 06/21/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – SOCALZ Z-Day Car Show Event Sponsorship Recap Presentation RECOMMENDATION: Receive and file event recap 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 4th Annual ZDay California event. $5,000 previously approved to support this event at the October 19, 2016 ATBID Meeting. Event sponsorship invoice paid in December, 2016. FISCAL IMPACT : None. ATTACHMENT S: 1.ZDay Car Show Event Recap Presentation Page 4 of 74 Page 9 of 74 Page 10 of 74 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. Page 11 of 74 •Z •FAST INTENTIONS •SPECIALTY-Z •THE CITY OF ATASCADERO Page 12 of 74 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. Page 13 of 74 Page 14 of 74 Page 15 of 74 Page 16 of 74 Page 17 of 74 Page 18 of 74 • • • Page 19 of 74 • • • • • • • • • • Page 20 of 74 ITEM NUMBER: B-2 DATE: 06/21/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – Vitality Fitness Tent City Marathon Planning Progress Presentation RECOMMENDATION: Receive and file event planning progress presentation on the 2018 Tent City Marathon. DISCUSSION: On November 16, 2016, the ATBID Board awarded a $15,000 Tier 1 event level sponsorship to Vitality Fitness for the Tent City Marathon. This sponsorship funding is to be used to help support advertising and marketing efforts to out-of-area tourists. The Tent City Marathon presentation will highlight the event’s step by step plans and detail marketing aspects for the event that will ensure its success. The presentation will cover the “free” advertising efforts currently being utilized and outline the advertising the $15,000 ATBID sponsorship will help fund. FISCAL IMPACT : Committed to $15,000 sponsorship at November 2016 ATBID Board Meeting. This sponsorship has been committed for the 2017/2018 fiscal year. ATTACHMENT S: 1.Tent City Marathon Presentation Page 2 of 74 Tent City Marathon Event and Marketing Page 22 of 74 Event 3Oan +ighOightV 1. Pick a date 2. Select a location & course 3. Plan a budget 4. Obtain permits 5. Get insurance 6. Start marketing 7. 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DISCUSSION: Attached is the proposal to add a Fall Fest concert(s) in Atascadero for 2017 Fall Fest, a series in the 2nd Annual production cycle. If the event goes well, the plan is to do it again next year and continue to grow it together. There are three criteria used to determine “doing well” with an event series: (a) Did the event increase tourism to the Central Coast? (b) Did it make money? and (c) Was the event enjoyable for attendees and did it further our objective to provide high quality events an d education in SLO County? All three of these must be present to create and continue events in Atascadero. It would be highly beneficial to expand the Fall Fest event to include Atascadero, thus, the nature of this proposal request for funding. While SLO Jazz Festival is still fairly new (since 2011), they are gaining a reputation of producing high-quality events and increasing tourism to the Central Coast. W ith this proposal they hope to work together to align efforts to craft amazing musical experiences for the community that draw tourists to the city and the Central Coast. W ith even more sponsorship this year this they anticipate attracting more guests from out of County and around California to Atascadero and the Central Coast. They feel confident in their ability to bring high quality performers to Atascadero that will attract tourism. It may require 3 – 5 years before this event fully “takes off” to the extent where thousands may attend each event, but they believe they can sell tickets and fill seats according to the numbers presented, given enough time and marketing, as proposed herein. The model for these shows is as follows: $12,150 in cost provided by local City/TBID (can be combined) to finance funding for the production and marketing of the shows, payable in cash to SLO Jazz Festival (spreadsheet attached of these costs). There are Page 2 of 74 ITEM NUMBER: B-3 DATE: 06/21/17 additional costs requested of the City of Atascadero/TBID to help cover/comp, including hotels for band/artists, fencing, portos, chairs, venue fees, and catering fees for the VIP meet & greet. FISCAL IMPACT (GL 2802): $12,150. ATTACHMENT S: 1.SLO Jazz Festival Event Sponsorship Application 2.SLO Jazz Festival Proposal 3.SLO Jazz Festival Presentation Page 29 of 74 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: B-3 DATE:06/21/17 ATTACHMENT: 1 Page 2 of 74 Page 30 of 74 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: B-3 DATE:06/21/17 ATTACHMENT: 1 Page 31 of 74 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: B-3 DATE:06/21/17 ATTACHMENT: 1 Page 32 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 1 Shell Beach, CA 93449 June 5, 2017 Ms. Terrie Banish, City Tourism and Deputy City Manager Atascadero City and Visitor’s Center 6500 Palma Avenue Atascadero, CA 93422 Dear Terrie, Atascadero Managers, and Atascadero TBID, Attached is our proposal to add a Fall Fest concert(s) in Atascadero for 2017 Fall Fest, a series in the 2nd Annual production cycle. If the event goes well, we plan do it again next year and continue to grow it together. There are three criteria we use for “doing well” with an event series: (a) Did the event increase tourism to the Central Coast? (b) Did it make money? and (c) Was the event enjoyable for attendees and did it further our objective to provide high quality events and education in SLO County? All three of these must be present for us to create and continue events in Atascadero. We’ve both met multiple times now and discussed this concept, and we believe it would be highly beneficial to expand the Fall Fest event to include Atascadero, thus, the nature of this proposal request for funding. You can count on it we are committed to the utmost in quality for music, artist performance, production, and promotion of each event. While our organization is still fairly new (since 2011), we are gaining a reputation of producing very high quality events and increasing tourism to the Central Coast. We value our relationship with the City of Atascadero, and with this proposal hope to work together to align our efforts to craft amazing musical experiences for the community that draw tourists to your city and the Central Coast. It is with that in mind, and, of course, putting “heads-in-beds”, that we write this proposal. We are getting better at that each year, and with even more sponsorship this year this series ought to start attracting more guests from out of County and around California to Atascadero and the Central Coast. We feel confident in our ability to bring high quality performers to Atascadero that will attract tourism. As we know, with any new event, it may require 3 – 5 years before this event fully “takes off” to the extent where thousands may attend each event, but there is no reason to believe we cannot sell tickets and fill seats according to the numbers presented, given enough time and marketing, as we are proposing herein. We appreciate your invitation to work together and to help us grow this event series. Please let me know if this proposal is suitable or if you request any modifications approve through the City of Atascadero, your TBID, the Chamber, and your other Tourism partners. Sincerely, Scott Andrews, Executive Director/Founder Page 33 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 2 Shell Beach, CA 93449 PROPOSAL for 2017 FALL FEST Details: Project Title: 2017 Fall Music Festival Timeline: Dates on Saturdays during September, October, and November 2017 Show times: 6PM VIP Doors, 6:30PM GA Doors, 7PM Showtime (alternate times for afternoon shows could be 1PM VIP/Doors, 1:30PM GA Doors, 2PM Showtime). In this proposal, I outline the following for you: 1.Artists (TBD). Typically, for this music series, we would prefer booking REGIONAL ACTS. That is, acts who may have performed on the Central Coast, but who are typically not available on a weekly basis (a non-local band). We may book an OPENING ACT for a show, if we deem that necessary or useful to increase ticket sales. 2.It is our agreement that SLO Jazz Festival will control tickets; however, as a sponsor of the Fall Fest the City of Atascadero WILL have access to a supply of tickets for each show, depending upon your level of commitment (see agreement for details). In addition, SLO Jazz Festival offers tickets to our VIP members and sponsors of the event from other cities and other sponsor business organizations. The remainder of tickets will be sold to the general public at prices of $25 - Ψϰ5 per show (which may vary at our discretion, but we’d like Ψϯ5 on average). VIP will be at $50 for members or $60 for the General Public. You may also procure a VIP TABLE at $200 (seats 4) for any of the shows in the series, as a sponsor. You will also get member pricing for any City of Atascadero Beach employee, which on average ought to be about $30/ticket. 3.We will produce each show together in Atascadero. This is a unique agreement that we are submitting to Pismo Beach, Morro Bay, Nipomo, SLO, Atascadero and Paso Robles only at this time, as we believe these cities represent the bulk of tourism into SLO County at this point in time. Show production will include a spreadsheet of costs, detailed by who pays for what by City of Atascadero in the first column and SLO Jazz Festival in the third column (see attached proposed agreement). Atascadero’s responsibilities are detailed in that cost proposal, as well. SLO Jazz Festival will contract with talent, sound/lighting/staging, media, graphic design, sponsors, and Atascadero will help with infrastructure costs, such as venue, hotel, seating, fencing, and portos. SLO Jazz Festival will provide security, insurance, and staff for each event. Atascadero may contribute staff as volunteers or paid staff, should they wish to contribute to that cause (we appreciate all the help we get). 4.Marketing budget. Within this proposal is a marketing budget to include TV, RADIO, NEWSPRINT and SOCIAL MEDIA. We will spend the bulk of our Facebook Ad media plan money targeting outside the County. KCBX will promote, which will go to Santa Barbara through ^>K, Woodstock’s Wiǌǌa will promote on boǆ tops in SLO and in Santa Cruz, the remainder will go to KSBY, New Times, Tolosa Press, and American General Media, as we have on-going relationships with these entities and provide us with favorable advertising terms and pricing for events. There will be a full page ad in the New Times and Tolosa Press at announcement of the full series ticket sales being announced, then a weekly ¼ page ad the week of each concert show. Page 34 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 3 Shell Beach, CA 93449 5.This event will benefit SLO Jazz Festival (a (501(c)(3) nonprofit). We will hold silent and very small 1-3 item brief live auctions at concerts, as we are able, to raise additional money for SLO Jazz Festival and the Summer Jazz Workshop. The raffle will benefit other local nonprofits (last year, we chose Cancer Support Community, Along Comes Hope, and ACS/Relay for Life). We are likely to include additional nonprofits in or near Atascadero for your concert series dates to benefit from the raffle at each concert. 6.This event is focused at multiple locations across multiple proposed dates. We suggest Friday or Saturday about a week apart through Sept – November. We prefer locations that offer: (a) ballroom and/or hotel, (b) scenic or restaurant/winery with partner attitude, and (c)a marketing list, preferably which fits our demographic of multi-ethnic, upper income, average age 48 (depending upon type of artist booked that may vary slightly). The proposed locations, which are subject to change, at this time are Lakeside Park in Atascadero, Dinosaur Park, Seacrest Hotel, The Cliffs and/or Dolphin Bay, Gio’s parking lot in Morro Bay, either the Rock, Discover SLO, Fremont Theater, or Marriott San Luis Obispo Ballroom; Monarch Club ballroom in Nipomo or Oceano Finn’s tent, Allegretto Ballroom in Paso, Castoro Cellars in Paso Robles. Please let us know if you determine any other location(s) that may be suitable for 150 – 400 people, the ideal target size for Fall Fest concerts this year. 7.Time of shows proposed is doors proposed to be 6:00PM for VIP, 6:30PM GA, and SHOWTIME at 7PM, typically ending just before 10PM, with cleanup til 11:30PM. Sound needs access earlier. This could also be modified to daytime for 1PM VIP, 1:30 GA, 2PM Showtime. 8.We are offering multiple sponsor positions for this festival. The concept is for partner production sponsors, like City of Atascadero, to help cover cost of production and promotion. You may do this directly, or also bring in a sponsor to help cover costs, such as for hotel costs, catering costs, and other costs where you may have relationships that can lower total production costs. Additional sponsors will help us offset the cost of media. Sponsor money will be paid from sponsor to SLO Jazz Festival directly. 9.As part of our proposal, SLO Jazz Festival will cover the following: a.Hiring and management of the band; b.Sound/lighting/staging & crew; c.Media Plan: i.Advertising on Facebook – targeting upper-income jazz fans out of county for tourism purposes to draw to the hotel ii.KCBX ticket giveaway – targeting SLO and Santa YNEZ iii.KSBY (or other TV) ads iv. New Times ads v.Woodstock’s Wiǌǌa oǆ tops in ^>K and ^anta ruǌ vi.We will print at minimum 300+ posters, 150 programs, and 10,000 postcards with your logo, plus include your logo on the event website page(s) at www.slojazzfest.org and www.fallfest.info, City of Atascadero’s event page(s), your logo on a Facebook event page, and special posts on Facebook and Twitter (over 2,840/2,200+ likes/follows on each). vii.We will add media and digital advertising to this plan according to the following rule: Every sponsorship dollar contributed above baseline cost estimates will contribute to digital media at a 40% ratio of ads to sponsor Page 35 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 4 Shell Beach, CA 93449 dollars. Additional funding may be used to help us grow this program in terms of talent and locations in the future, as well as our team to deliver this fine music series. d.Insurance and security. e.Staff to handle tickets, check-in, MC for each show. 10.City of Atascadero will handle the following costs: a.Venue location fee (which may be waived by venue in lieu of BAR for this year). b.Corkage fees (which also ought to be waived. We will have corkage for our VIP guest meet & greet at each show). c.Catering (up to $2,000, depending upon # of VIP booked) for meet & greet party at 6PM – 6:30PM for each show (or alternatively 1PM or 2PM) d.Fencing (may not be required for all venues) e.Tables and chairs, if required. f.Porto Potties (may not be required, but at certain locations is likely needed). g.Hotel fees for artists (this may be 5-6 rooms, in some cases could be as many as 10 rooms, depending upon artist). h.Dance floor. If a hotel charges a fee, have them waive it or pay it. 11.The City of Atascadero agrees to list and promote EACH FALL FEST CONCERT (even those outside of Atascadero) as a sponsor of this series. It is essential that each event is promoted to the fullest extent possible from all event partners. 12.The City of Atascadero ought also to provide in-kind marketing, along with your tourism programs, to help this series be successful. While we understand that your in-kind marketing will feature the Atascadero concerts, we hope you will also promote the entire series, and each show, to the fullest extent possible, because that way the series ought to grow over the course of the season. 13.Each show at this event series has limited seating, and as such as have limited pairs of tickets included with the sponsorship for giveaway on Facebook. 14.We will have a SLO Jazz Festival team onsite at each show who may be offered food from the catering estimate without additional fee. 15.SLO Jazz Festival will conduct reporting at the event for sponsors. 16.^>K :aǌǌ &estival will conduct a silent auction, limited live auction, and raffle at the evening’s event. 17.SLO Jazz Festival will provide a setup and cleanup crew for each show, and appreciates if the City of Atascadero can also include a volunteer cleanup crew for each show, as well. >et’s team up to be sure we leave each venue sparkling as if we were never there. We typically coordinate with California Conservation Corp to help clean up our events and support their cause. 18.SLO Jazz Festival will handle event decorations and signage. 19.SLO Jazz Festival will have 3 tables for auction items, 1 table for artist and jazz festival merchandise. We suggest the City of Atascadero may have 1 table for information/tourism. Page 36 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 5 Shell Beach, CA 93449 Spreadsheet of expected cost estimates: Atascadero Item Budget Actual Paid Due Note $2,000 Catering for VIP Meet $2,000 $0 $0 City of Atascadero Covers Wine Corkage –donated 0 0 $0 N/A Security 300 300 $300 SLO Jazz Fest Covers $0 Venue $0 0 0 $0 Venue or Atascadero Covers Insurance 200 200 $200 SLO Jazz Fest Covers Media Plan $2,000 2000 0 $2,000 KSBY, New Times, KSBY, KCBX, Facebook, Woodstock's Graphics/Print : $600 600 $600 Graphic Design, postcards + posters + program Supplies 300 300 $300 SLO Jazz Fest Covers Band Expenses 300 300 0 $300 SLO Jazz Festival Covers Additional Help 200 200 $200 Team Contract Help Decorations 200 200 0 $200 SLO Jazz Festival Covers Event Planning 2000 2000 $2,000 Jazz Festival Team 1000 Hotel Rooms 1000 0 0 $0 City of Atascadero Covers Artist 3200 3200 $3,200 Artist Fee - may be higher per agreement Ticket Fees $0 $0 Purple Pass $500 Portos $500 $0 Atascadero Pays $600 Fencing $600 $0 Atascadero Pays Tents w/walls $600 600 $600 Box Office Tent, Green Room Stage $750 750 $750 Stage from Rolson Sound $625 Chairs $625 0 $0 Chairs from Got You Covered Backline $1,500 1500 $1,500 Sound & Lighting $4,725 Costs $16,875 $12,150 $0 $12,15 0 With our $12,150 production fee, we agree to contract and pay the band, handle all sound with Bill Gaines Audio, handle the production and event planning, handle the staffing of the silent auction, raffle, advertising, and media costs. We will handle Page 37 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 6 Shell Beach, CA 93449 insurance, security, and event staffing for ticketing, set-up, and clean-up, unless the venue has security provided. Please note that we have not padded this number with any profit in it for SLO Jazz Festival. SLO Jazz Festival will get paid a flat rate to cover these expenses and our team costs. Any money we make on the ticket sales, auction, sponsorship, raffle, and memberships goes to SLO Jazz Festival for profit to benefit the festival expenses and possible increase to Summer Jazz Workshop for the youth. Submitted by: Scott Andrews, Executive Director Phone #: (805) 459-6939 Email:scott@slojazzfest.org Organization receiving funds: SLO Jazz Festival, Inc. (a 501(c)(3) nonprofit corporation. Mailing Address: 116 ½ Naomi Avenue, Shell Beach, CA 93449 Contact Person: Scott Andrews, Executive Director Phone #: (805)459-6939 2. Fund Allocation Description: This is actually a very simple plan based upon the Fall Fest Incendio event from last year’s show. We’re basically bringing in a different band, but very similar set-up for each show, with the exception of different total tickets we can sell, and obviously a different set-up plan for each venue. The hotel venues might have staff to help with the event and offset some costs, as well. Not all costs may be required – for example, a tenting cost may be HIGHER for Lakeside Pavilion, depending. So, there’s an example of some adjustments to final numbers that may be applicable. The City of Atascadero tourism team expressed a desire to help our organization build more events at your city, but with this proposal we also include sponsorship benefits, as follows: If you pay the production fee of $12,150 for EACH SHOW PROPOSED, we will include Presenting Benefits (without naming rights) for 3 or more shows, Co- Presenting for 2 or more shows, Series Benefits for 1 show. See below for these levels. # All Sponsors receive Full Color Logo on all marketing collateral to include: Page 38 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 7 Shell Beach, CA 93449 Event Programs (200 + at each show), 300 posters, 5,000 postcards Social Media Assets (2,840+ Facebook, 2,280+ Twitter) Supporting Merchandise (White Only, if available) FallMusicFest.com website for 1 year Full Color Logo on Stage Banner (Top 3 tiers get extra banner, too) Live Stage Sponsor Mentions (1 per set) $30K Presenting Sponsors & Above # items: Inclusion on Press Release Presenting Sponsor(s) 2 Reserve Table ($300 value) includes 4 seats & tickets (all shows) 8 General Admission tickets for each show (all shows) $15K Co-Presenting Sponsors & Above # items: 1 Reserve Table ($300 value) includes 4 seats & tickets (all shows) 8 General Admission tickets for each show (all shows) $10K Series City Sponsors & Above # items: 1 Reserve Table ($300 value) includes 4 seats & tickets (all shows) 6 General Admission tickets for each show (all shows) $5K Series Sponsors & Above # items: 1 Reserve Table ($300 value) includes 4 seats & tickets (any 4 shows) 4 General Admission Tickets for each show (all shows) $2.5K Event Sponsors & Above # items: 2 VIP Tickets for each concert (any 4 shows, 8 VIP tickets total) 4 General Admission Tickets for (any 4 shows, 16 GA tickets total) $1K Concert Sponsors & Above # items: 2 VIP Tickets + 4 General Admission tickets to ONE show Page 39 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 8 Shell Beach, CA 93449 For the initial amount, the City of Atascadero and City of Atascadero TBID MAY combine their sponsorship with another business, such as a business sponsorship, to equal the production fee, just please be advised that every sponsorship impacts the additional sponsors we may sell – as ticketing and VIP seating, for sure, should be limited. In addition, if you know potential sponsors for this series, please send them to SLO Jazz Festival, as with each sponsor the series is more successful, and will improve upon the total amount SLO Jazz Festival may spend on out-of-area digital marketing to maximize our success. Our focus will be to optimize the series for maximum quality and to showcase EACH and EVERY show as SPECIAL and a BOUTIQUE experience for each city and each attendee. We both see this proposal as a win-win and as Atascadero will gain events during a ´shoulder seasonµ of )all and the City of Atascadero is a premiere destination for discriminating clientele in San Luis Obispo County and definitely a good additional to the 2017 Fall Fest for new locations. DEMOGRAPHIC TARGETED: We target affluent upper-income, ethnically-diverse, highly educated people who love great music, food, wine, and places to stay. Our statistics tell us that our fans are returning to our events, and word is growing, since we’ve Sroduced the S/2 -a]] Festival three consecutive years since 2014. We experienced similar demographics at the Fall Fest concerts in 2016. SURVEY: We’ll conduct an on-site survey and follow-up email surveys for all attendees to get feedback. We will also share our FINAL REPORT upon the conclusion of the concert series. TEAM: We’ve successfully conducted multiSle events, including the 2014 – 2017 SLO Jazz Festival, the 1st Annual Fall Fest this last year, the 1st Annual NYE Celebration at Allegretto Vineyard Resort (which we will repeat in 2017), the Blame It On The Bossa Nova, A Tribute To Sinatra, a Masquerade Ball, Court Street Summer Jazz (8+ concerts over the summer in SLO), and other shows and private concerts over the past several years. Our team is comprised of event planning and promotion experts and production gurus. We are confident this show will leave you and your guests smiling ear-to-ear. Page 40 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 9 Shell Beach, CA 93449 2017 Most Recent Quarter List of Officers and Staff (per SI100 and Board documentation): President Jere Sullivan, Attorney at Law Vice President Open Secretary Jenny Mulks Wieneke, Executive Director (Along Comes Hope) Treasurer Chris Waterbury, CFO at JW Group Board Member Dr. James Brescia, Superintendent, SLO County Office of Education Legal Advice Jere Sullivan, Attorney at Law Advisor to Board Charlie Fruit, VP Coast Bank Advisor to Board Joseph Goodwin, Business Consultant Advisor to Board Kate Stulberg, Founder of SLO Arts Council Contract Positons Executive Director Scott Andrews (reporting to Board) Artistic Director Scott Andrews (acting) Production Manager James Davis, MPA (reporting to Executive Director) Consulting Producer Joseph Lang (reporting to Executive Director) Festival Site Operations David Claytor (reporting to Production Manager) Stage Coordinator Dave Seidenzahl (reporting to Production Manager) Membership Coordinator Deanna Dinco (reporting to ED) Education Coordinator Scott Andrews (acting) Development Coordinator Open Vending Manager Hope Cornejo Volunteer Manager Shannon Gann Event Planner Monica Delsi, Buenosera Events Bookkeeper Sally Prechtel Accounting Glenn Burdette Page 41 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 10 Shell Beach, CA 93449 We expanded our team this year by adding Joseph Lang, Consulting Producer, who is a former Executive Director at Aspen Snowmass Jazz Festival and Sonoma Jazz Festival and is currently on the production team for the Thelonius Monk Institute. We also added Monica Delsi, Event Planner, to the team. She made the festival more organized and beautiful (better placement of banners, etc.). Monica, David Seidenzahl, Joe Lang, James Davis, and other paid people from SLO Jazz Festival’s team will be joining us to deliver FALL FEST in 2017. We are currently in the process of expanding our board and team further for 2017/2018. Special Requests: For any show, it would be appreciated to have two hotel rooms included at the same hotel for the artists for our top two show staff, if possible. We do not require it, but it can be helpful for set-up to be able to go to a room to shower, clean-up, and not have to worry about driving home and back to the venue. Funding allocation plan for SLO Jazz Festival: As indicated above. We request $12,150, payable $6,075 at time of signing (by July 1) and $6,075 by August 1, 2017, so that we can produce with solid cash flow for each show. We can produce up to 2 additional shows in the City of Atascadero this year, at max, and suggest 1 at minimum would be a great addition. If you have any suggestions for SILENT or LIVE AUCTION ITEMS (restaurant gift certificates, retail gift items, spa packages, golf packages, hotel stays, tourism related things like boat trips, sailing, aquarium, etc.) all of those are great to help us raise money for the Summer Jazz Workshop guest artist fees!) 3. Out of County areas these events will draw from: We expect attendees to be a mix of out-of-county and in-county for this first event. We expect at least 20% out of county and hotel guests, if not higher, depending upon the amount of digital marketing. This event will build upon the success of Fall Fest together with the intention that we repeat and grow this every year. Proposed Title: 2017 Fall Fest Featuring: Artists to be named. Typical regional acts we’ve booked have ranged from TEKA to The PURPLE ONES. Fall Fest is meant to be multi-genre and not just jazz – we can book pop, zydeco, latin-jazz, and other forms of music, as well. We Page 42 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 11 Shell Beach, CA 93449 are currently in discussion with artists for 2017 Fall Fest, to include Orgone, Big Sam’s Funky Nation, Jungle Fire, Byrom Brothers, Teka, Naughty Professor, Louie Ortega, Incendio, and many more. We always lean towards jazz, but the intent is for this event series to offer a variety of musical performances, flavors, and diversity. MARKETING PLAN: Media Outlet Type & Frequency Cost of advertising Out of County advertising: KCBX Radio – Targeting SLO and Santa Ynez areas $100 Facebook: targeted online ads out of County $200-300 Woodstock’s Wiǌǌa oǆtops – Santa Cruz Store (trade) Local advertising: New Times SLO: 3 Ads over 3 Weeks: $900 Possible but not confirmed: American General: $300 KSBY: $400 Partnerships: We are hopeful that the following organizations will also mention this new event, as we also promote their events: (a) Cuesta Jazz; (b) Cal Poly Jazz; (c) SLO Jazz Fed (list of 1,000+); (d) Bakersfield Jazz Festival (list of 8,000+ jazz fans). Plus, San Jose Jazz (15,000 jazz fans), Otter Productions also has an agreement to cross-promote events. Boo Boo Records does an email blast. All partners, and partner wineries may also do an email blast to help the cause. We’ll be posting a master event poster from Santa Cruz to Santa Barbara and handing out postcards at local hotels, chambers, and other hot tourism locations. 5. Lodging Participation: a. We always require hotels for our artists, and that is part of the proposal. We need about between 3 - 10 hotel rooms for each show. b.We also can offer hotel deals to guests for each show, so if any Atascadero SarticiSating hotels wish to offer ´SacNagesµ for any of the dates, Slease let us know, as we love to partner and create package deals. c.There is also opportunity for Silent Auction packages and Live Auction packages, as each concert has a silent and live auction occurring. Any friends of City of Atascadero may also include items in the Silent Auction. Page 43 of 74 “Celebrating jazz and nurturing the human spirit, one event at a time.” 2017 Fall Music Fest Proposal for City of Atascadero (Updated June 5, 2017. Rev 1.1) SLO Jazz Festival, Inc. a 501(c)3 non-profit organization EIN: 27-2625815 805-459-6939 116 ½ Naomi Avenue info@slojazzfest.org Event Proposal Page | 12 Shell Beach, CA 93449 d.We also will distribute all event postcards to various hotels throughout the Central Coast Region to ensure word gets out (in addition to all of the posters we hang throughout the county). ## End Please see agreement for additional terms and conditions. Page 44 of 74 Benefiting the culture and community of Atascadero & The Central Coast. Celebrating jazz and nurturing the human spirit, one event at a time. SLO Jazz Festival 2017 Fall Fest Production & Sponsorship Presentation presented by Scott Andrews, Executive Director & Founder: Page 45 of 74 Our Track Record •Great Exposure for Sponsors •Great Talent/Quality Bands •Top Quality Sound –Line Array Sound System –High Quality Side Stages –Professional Engineers •Diverse Programming •Quality Food, Wine, Beer •Always Involving Youth When Possible Page 46 of 74 We completed the first ever SOLD OUT Bossa Nova Party in Fall 2015 at the Marriott and this year completed the 4th Annual SLO Jazz Festival, then produced 2016 Fall Fest. We then SOLD OUT our 1st ever holiday party at the Allegretto Vineyard Resort: a a Tribute to Sinatra with Steven Michael. In the past, we held a concert series at Court Street. In addition, we also raised money for the SLO Museum of Art in the SOLD OUT Anton Schwartz West Coast “Flash Mob” CD Tour, and conducted a year of “jazz jams” at Shell Café from 2014 –2015. Join our sponsorship for 2017 Fall Fest –we’ll have more concerts like this in Fall –bringing more jazz events year-round to the Central Coast of California! We produce an array of shows Special jazz concerts bring more exposure year-round to your jazz fest sponsorship! Page 47 of 74 SLO JAZZ FESTIVAL IS EDUCATION! We are bringing about education in four ways: 1.Jazz Talks –our first Jazz Talks at The Villages in SLO was a rousing success! 2.Summer Jazz Workshop – through Cuesta Jazz, Cuesta College Community Programs, and spearheaded by SLO Jazz Festival, witnessed 25 students perform for over 60 parents & friends –we gave a scholarship to 5 students in 2016! 3.Jazz Programs and Instruments in Schools 4.Public Performances We doubled attendance from 2014 to 2016! We are currently planning the 4th Annual 2017 Summer Jazz Workshop with Cuesta Jazz and Cuesta Community Programs June 12-16, 2017. te’re ŐŝvŝŶŐ the Ǉouth unique opportunities to learn and perform jazz music in San Luis Obispo. 2017 SUMMER JAZZ WORKSHOP Page 48 of 74 What We Offer Sponsors (possible benefits) Pre-Post Event Marketing ͻ Presenting/Title & Top Artist Sponsor Press Release ͻ Potential Naming Rights to Festival/Stages/Sections/Artist ͻ Logo on 300+ Posters ͻ Logo on 10,000 Postcards ͻ TV AD Airplay (top sponsors only) through KSBY ͻ Print & Radio exposure through New Times and Tolosa Press, KCBX, American General Radio ͻ Prominent inclusion in ads, program, PR, promotions, website, and social media ͻ Statewide Social and Digital Media Campaign In-Event Marketing ͻ Onsite: 150 –300 concert goers per show ͻ Special Banner Signage ͻ Live Mentions from Stage ͻ Artist Introductions ͻ VIP Tickets (reserve tables of 4) ͻ GA Ticket Contesting & Giveaways ͻ ǆƉosure to mover’s Θ shaŬers ͻ Booth at Fall Fest ͻ Selling to Vendors ͻ Logo / Ad in Program Annual Events ͻ In-home concerts ͻ Get Jazzed Parties ͻ Multiple Fundraising Concerts/Year ͻ 4th Annual SLO Jazz Festval ͻ 2nd Annual Fall Fest ͻ 4th Annual Summer Jazz Workshop ͻ Potential Exposure Year-round through Jazz Festival relationship ͻ Can produce an event at your location (additional $$) Page 49 of 74 What We Request Top Level Sponsorship ͻ Put your NAME at the TOP –CASH sponsorship ͻ Get your logo and BRAND noticed ͻ EXCLUSIVE marketing benefits with a unique audience Additional In-Kind ͻ Press Release/Email ͻ Internal Support (special rates for your employees) ͻ Clout with peers and California tourism ͻ Additional social and email lists in-kind support Page 50 of 74 What We Request Production of Shows ͻ We will produce concerts in YOUR city for the cost of production & marketing, and handle the details ͻ You pay a fee, and agree to help promote each show through your own marketing ͻ We also promote. For every additional sponsorship dollar raised we will dedicate at least 40% to out- of-county Digital Marketing, possibly as much as 60% or more – our goal is to sell out every show. Additional In-Kind ͻ Volunteers ͻ Catering cost for VIP meet & greet ͻ Cost of hotel rooms for artists ͻ Donations from any local businesses (retail, hotel, tourism/related) ͻ Event Support ͻ Logistics (chairs, fencing, portos) ͻ Staffing Page 51 of 74 2017 Fall Music Fest Sponsorship •2017: Plan to expand to 5-8 concerts during September –November –1-2 in Atascadero –1-2 in Pismo Beach –(TBD) –2 in Morro Bay (approved by TBID) –'ŝo’s Parking Lot –1 –2 in Paso Robles (approved) –Castoro or Park –1 –2 in San Luis Obispo locations TBD, possible ROCK, Monday Club, Embassy Suites, Madonna Inn, Fremont –1 in Nipomo –Monarch Club at Trilogy –Multiple Genres, average attendance between 150 –300 people, so total series exposure at 1600 or more! Page 52 of 74 We created the first Fall Fest last year with 3 successful shows. This year, we will expand to between 5-7 shows. Your benefits are a little different, as these are boutique shows, often with special table sponsorship opportunities. If you pay the production fee, we will include Presenting Benefits (without naming rights) to 3 or more shows, Co-Presenting for 2 or more shows, City Series Sponsor, Series Benefits, or Concert benefits for 1 show. Demographics:upper income, 45-54 ave age, ethnically diverse, loyal. This will enable you to promote YOUR BRAND through the marketing for the entire series. # All Sponsors receive Full Color Logo on all marketing collateral to include: •Event Programs (200 + at each show), 500 posters, 10,000 postcards •Social Media Assets (2,840+ Facebook, 2,280+ Twitter) •FallFest.info website for 1 year •Full Color Logo on Stage Banner (Top 3 tiers get extra banner, too) •Live Stage Sponsor Mentions (1 per set) $30K Presenting Sponsors & Above # items: •2 Reserve Table ($300 value) includes 4 seats & tickets (all shows) •8 General Admission tickets for each show (all shows) $15K Co-Presenting Sponsors & Above # items: •1 Reserve Table ($300 value) includes 4 seats & tickets (all shows) •8 General Admission tickets for each show (all shows) $10K Series City Sponsors & Above # items: •1 Reserve Table ($300 value) includes 4 seats & tickets (all shows) •6 General Admission tickets for each show (all shows) $5K Series Sponsors & Above # items: •1 Reserve Table ($300 value) includes 4 seats & tickets (any 4 shows) •4 General Admission Tickets for each show (all shows) $2.5K Event Sponsors & Above # items: •2 VIP Tickets for each concert (any 4 shows, 8 VIP tickets total) •4 General Admission Tickets for (any 4 shows, 16 GA tickets total) $1K Concert Sponsors & Above # items: •2 VIP Tickets + 4 General Admission tickets to ONE show 2017 Fall Fest Sponsorship Page 53 of 74 Now Is The Time! 2017 Fall Fest sponsorships must be secured soon to be included on printed materials. Please remit pledge ASAP, and send check to: SLO Jazz Festival c/o Scott Andrews, Executive Director SLO Jazz Festival, Inc. 116 ½ Naomi Avenue Shell Beach, CA 93449 FEDERAL TAX ID: 27-2625815 We are 501(c)3 non-profit Thank you for your support. We APPRECIATE YOU! Photo of Purple Ones at Fremont Theater, 2016 Fall FestPage 54 of 74 ITEM NUMBER: B-4 DATE: 06/21/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – Big Red Marketing ATBID Sponsored Billboard Opportunity RECOMMENDATION: Decline billboard marketing at this time. DISCUSSION: Research revealed that tracking of effectiveness, availability, as well as price, are the major reasons to avoid billboard advertisement. Generally, billboards are purchased in four to eight week increments, with more permanent billboards often requiring yearly contracts. Due to restrictions by the state, cities and counties, very few new billboard locations are becoming available in the near future. These restrictions keep the demand and cost for billboards high. Billboard pricing is dependent on location demand, duration, size and population. A four-week board in Central Valley may cost as little as $3,000 for four weeks, while the same board in Southern California could cost as much at $50,000 for four weeks. Billboards positioned at famous locations (Sunset Blvd.) may cost up wards to $250,000. When including billboards of any kind in a media strategy, production costs must be included. The prices quoted by vendors are normally just for the board space itself, with production separate. Typical production costs for billboards range from $1,500 to $2,000. After initial research, Big Red Marketing reached out to Verdin for their opinion as to the value of adding a billboard into the budgeted marketing activities. Their feedback is reflected in the staff recommendation. FISCAL IMPACT (GL 2502): None. Estimated cost to participate in billboard advertisement is between $40,000 to $100,000. Due to the recommendation to not pursue billboard placement, the fiscal impact is none. ATTACHMENT S: 1.Billboard Rate Summary Page of 74 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.C OM BILLBOARD RATE SUMMARY The following is some general information on billboards and posters that are available throughout California. Generally billboards are purchased in four to eight week increments, with more permanent billboards often requiring yearly contracts. Due to restrictions by the state, cities and counties, very few new billboard locations are becoming available. These restrictions keep the demand and cost for billboards high. Billboard pricing is dependent on location demand, duration, size and population. A four-week board in Central Valley may cost as little as $3,000 for four weeks, while the same board in Southern California could cost as much at $50,000 for four weeks. Billboards positioned at famous locations (Sunset Blvd.) may cost upwards to $250,000. When including billboards of any kind in a media strategy, production costs must be included. The prices quoted by vendors are normally just for the board space itself, with production separate. Typical production costs for billboards range from $1,500 to $2000. PERMANENT BILLBOARDS The billboards that are normally seen on major highways are referred to as permanent billboards. They are normally sized at 14’ by 48’ and offer high traffic. They are the most desired within the state, the most expensive, normally require yearly contracts and there is a lengthy (12 – 18 month) waiting list for availability. Currently, no permanent billboards are available in the central California region. ROTATING POSTERS Slightly smaller billboards (normally 10.5’ by 22’ in size) are referred to as posters. These posters are often purchased in schedules that rotate locations every four to eight weeks, allowing better reach for the price. These posters are cost effective for most clients. The pricing for this type of poster is dependent on how many locations the boards will rotate through, as well the total impressions reached due to local traffic. A typical campaign of four or five posters, rotating every four weeks, may range from $2,500 - $4,500 each four-week billing cycle. Larger cities with higher populations may add several thousand dollars monthly to the total cost. DIGITAL BILLBOARDS Currently digital billboards are only available in larger, urban settings (the 405 freeway in Southern California for example). Images appear for 8 seconds and rotate one time per minute. These digital boards are currently available at an approximate cost of $9,000 per four-week period, and more locations are expected to be available yearly. Page 56 of 74 ITEM NUMBER: B-5 DATE: 06/21/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – Verdin New Distribution Locations and Costs for 2017/2018 Brochures RECOMMENDATIONS: 1.Approve distribution of 2017/2018 brochures in new key feeder markets as well as San Luis Obispo County. 2.Approve $15,353.80 expenditure of funds for Verdin to print and distribute brochures. DISCUSSION: Verdin is submitting a printing and distribution estimate for the 2017/2018 Visit Atascadero brochures. Open to discuss any questions the Board may have as well as the new distribution locations which can be found on Attachment number 1 entitled “Estimate for printing and distribution of brochures.” Verdin recommends the Board to approve new brochure distribution areas in key feeder markets as well as San Luis Obispo County for the 2017/2018 fiscal year. The distribution locations have changed from last year as Verdin is recommending adding brochures in the LA and San Jose area and less in San Luis Obispo County. The overall quantity will be the same as last year, 50,000 brochures total. FISCAL IMPACT (GL 2304): $15,353.80. Expenditure is budgeted in contract funds. ATTACHMENT S: 1.Estimate for printing and distribution of brochures 2.Atascadero Brochure Usage Report Page 57 of 74 VISIT ATASCARDERO BROCHURE Date: 06/05/17 CERTIFIED FOLDER DISPLAY SERVICE, INC. & ASAP REPROGRAPHICS QUANTITY UNIT PRICE PRINT COST SHIPPING & HANDLING SALES TAX DIST. COST TOTAL 50,000 $0.31 $3,935.05 $499.80 $343.70 $10,575.25 $15,353.80 Client Signature Order is subject to 10% over or under run. Price guaranteed for 30 days. Please initial and fax back to Verdin at 541-9007. Brochure Printing: 8.5"x11" tri-fold brochure printed in full color, double sided on 100# gloss text with aqueous coating. Turnaround time is 5-6 business days. Brochure Distribution: Delivery start date is 7/1/17 and deliveries will range from 5-12 months. Brochures delivered in the following locations: San Luis Obispo County Area (6 months), CA Welcome Center Oxnard (12 months), CA Welcome Center Merced (12 months), Monterey Bay Area (5 months), San Jose Airport (12 months), Santa Barbara Airport (12 months), Burbank/Bob Hope Airport (12 months), Los Angeles Area (6 months) and San Jose/Santa Clara area (6 months). Page 58 of 74 ATASCADERO USAGE 2016 2017 WAREHOUSE RECEIVED USAGE INVENTORY JUNE 15 2016 APRIL 1 2017 SO. San Francisco 3000 2000 1000 (CWC-Merced, San Jose Airport) Sand City 15000 11000 4000 (Monterey Area 204 sites, Monterey Airport) San Luis Obispo 32000 27000 5000 (SLO County-208 sites, CWC-Pismo) Buellton 1000 400 600 (Santa Barbara Airport) Orange Warehouse 1000 700 300 (CWC-Oxnard) TOTAL 52,000 41,100 10,900 Page 59 of 74 ITEM NUMBER: B-6 DATE: 06/21/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – Big Red Marketing ATBID Additional Event Support and Event Timeline RECOMMENDATIONS: 1.Approve supplemental event support of in-kind marketing for events including guest e-blast for Tier 1 events. 2.Approve application deadline requiring events to submit application according to published annual schedule or at least 12 weeks in advance of funding deadline. DISCUSSION: The ATBID Event Support Guidelines were approved at the June 21, 2016 ATBID Board Meeting. These guidelines were developed and put into use to facilitate consistent levels of ATBID support for requesting events. Levels of support are aligned with event designations as Tier 1, 2, or 3; as a result, these guidelines help to assign support that correlates with each event’s ability to align with and contribute to the mission and goals of the ATBID. Recently the ATBID Board has offered in-kind marketing support including, but not limited to, designation of dollars to support marketing research and recommendations as well as marketing events through Visit Atascadero social media platforms, website, and other reaches. The recommendation formalizes an in-kind support resource for events that have been designated as Tier 1. This would allow these Tier 1 events access to a guest e-blast through the Visit Atascadero email platform, which can be sent to all Visit Atascadero subscribers. This recommended additional event support will allow the ATBID to customize and tailor support specific to each event. Additionally, it is recommended that the board discuss the deadline s for the event support requests that is currently stated in the application. As it stands, applications are to be turned in by September 30, 2017 to be considered for funding for an event in the following year. The board has accepted applications and granted funding in a case -by- Page of 74 ITEM NUMBER: B-6 DATE: 06/21/17 case basis but it suggested that the board discuss this deadline to decide if should continue to be communicated that the preference is for applications to consider the September 30 annual deadline or iI it’s best to update outward communications to reflect a willingness to accept applications year-round. Furthermore, the board should discuss a minimum lead time between the request and the deadline for determining support to allow time to make an informed decision and gather additional understanding if needed. In the following pages, the ATBID additional event support guidelines and defining terms of Tier 1 2, and 3 events, as well as the ATBID event support application , have been included for reference. FISCAL IMPACT (GL 2802): None. ATTACHMENT S: 1.ATBID Additional Event Support 2.ATBID Event Support Application Page of 74 Atascadero Tourism Business Improvement District (ATBID) Additional Event Support In addition to financial support the Atascadero Tourism Business Improvement District (ATBID) may choose to support events with in-kind marketing efforts. In-kind marketing efforts may include, but are not limited to, designation of dollars to support event marketing research and recommendations as well as marketing the event through ATBID social media platforms and other reaches. Additionally, events that qualify fo r Tier 1 support have access to a guest e-blast hosted by Visit Atascadero which can be sent to Visit Atascadero subscribers. Page 62 of 74 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 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. Page 63 of 74 1 Dear Interested Organization, The Atascadero Tourism Business Improvement District (TBID) was established to promote Atascadero as an overnight destination. The mission of the Atascadero TBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of our local community partners to design events that attract visitors to Atascadero and would like to offer our support of those events that align themselves with the Visit Atascadero mission. A portion of the annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts. If you would like to be considered for support, please complete the following application. The application must be received by 5:00 p.m. on Friday, September 30, 2017 to request support from the Atascadero TBID for events taking place in 2018. We strongly encourage you to apply within the time frame communicated; however, some applications may be considered outside this timeline. Unfortunately, we are unable to provide assistance for all events but please know each request will be considered thoroughly. In order to qualify for event sponsorship your organization must meet the following requirements or provide a three-year plan which details how you will ultimately meet these requirements: 1.Support the Visit Atascadero mission 2.Attract visitors from outside San Luis Obispo County 3.Encourage overnight stays of one night or more 4.Obtain the necessary ABC permits, law enforcement approval, city permits and any additional documents needed for the event 5.Provide a detailed event budget 6.Provide post-event metrics which show positive effect on Atascadero tourism In addition to these requirements we consider the following factors: 1.Will event be held during off-season or mid-week? 2.Is event new or existing? If existing, how was previously awarded money spent? 3.Three-year growth plan 4.Attendee demographics 5.Fiduciary responsibility Please submit application and all additional documents by email to Angelica Ottman at aott@bigredmktg.com in PDF format by 5:00 p.m. on Friday, September 30, 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 Page 64 of 74 2 Event Support Application Form Requesting Organization: _______________________________________________ Contact: _________________________ Phone Number: _______________________ Email: ____________________________ Mailing Address: ____________________ City, State, Zip: ________________________________________________________ Name of Event: ________________________________________________________ Event Description: _____________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Event Dates/Times: _____________________________________________________ Event Website: ________________________________________________________ Total Anticipated Attendees: ________ % From Outside SLO County: ___________ Is the this the first year the event will take place? Yes No If this event has taken place previously, please provide historical data including attendance numbers: __________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Page 65 of 74 3 How will the event be advertised? What resources will be used to advertise? What geographic locations will be targeted? ____________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Crowd Control Safety Plan: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Will the event need an ABC Permit? Yes No Has a City permit been issued for your event or have contracted the venue for your event date? Yes No Support Requested (desired monetary amount or in-kind marketing support): _______ ______________________________________________________________________ Describe how the event support Visit Atascadero’s mission and goals : ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Page 66 of 74 4 Additional Details: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ***Please include a detailed event budget and feel free to attach additional information for consideration. ***You must submit copies of required documents two weeks prior to event. The Atascadero TBID Board reserves the right to withdraw funding if the appropriate documents are not obtained for the event. Applicant Signature __________________________________________ Page 67 of 74 ITEM NUMBER: B-7 DATE: 06/21/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – Verdin May Marketing Statistics Summary RECOMMENDATION: Receive and file monthly marketing statistics report. DISCUSSION: Web analytics are included in the following pages of board packet and reflect varied trends to be discussed in Verdin’s presentation. Three different Facebook ads with slightly different messaging ran concurrently in May. Image number one featured a child running through a field with the caption “Rediscover spring break.” This image had the second most clicks at 1,342. Image two featured two pairs of feet lounging in the back of a car enjoying the view. The image two caption stated, “This is spring break.” In May, image two performed best with 2,220 clicks. The final image of a young girl and her father with a caption reading “Take a break’ received 953 clicks. The following statistics are a combination of ads along with posts. The May e -newsletter went out on Friday, May 12th and featured information on local summer activities, the Paso Robles Wine Festival, the 2nd Annual Lake Fest, Holiday Inn’s wine package, and the Cider Festival ticket giveaway. The newsletter is performing slightly lower than the in dustry average so we will be reviewing the layout and content as well as the send -out date and time to improve these numbers. Open for the Board to discuss any future changes or measurement stats to add to the monthly report. FISCAL IMPACT : None. ATTACHMENT S: 1.May Statistics Summary Page of 74 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM MAY STAT SUMMARY ATASCADERO TBID June 5, 2017 WEB ANALYTICS (2016 V.2017) WEBSITE TRAFFIC Website Visits: 8,768 v. 7,065 Mobile Visits: 5,699 v. 4,965 Desktop Visits: 2,610 v. 1,544 Total Unique Visitors: 6,877 v. 5,326 PPV (Page Per Visit): 1.46 v. 1.87 TOS (Time on Site): 0:50 v. 0:58 ACQUISITION Total Site Traffic: Direct: 2,173 v. 2,709 Organic: 2,112 v. 1,878 Social: 2,292 v. 1,347 Referral: 2,191 v. 1,131 PAGE VIEWS Home Page: 3,519 v. 5,723 Lodging: 372 v. 341 GEOGRAPHIC REFERRALS Los Angeles: 676 v. 1,050 Bakersfield: 386 v. 1,020 Atascadero: 508 v. 500 San Francisco: 1,146 v. 402 Sacramento: 180 v. 344 TOP REFERRING URLS lm .facebook.com: 2,096 v. 1,002 adspreview.simpli.fi: 896 v. 552 atascadero.org: 355 v. 338 m.facebook.com: 118 v. 203 l.facebook.com: 30 v. 73 visitsanluisobispocounty: 87 v. 72 SOCIAL MEDIA ANALYTICS (April v. May) SOCIAL MEDIA Facebook Fans: 5,230 v. 5,336 Facebook Referrals: 1,522 v. 1,002 Total Impressions: 320,003 v. 338,994 New Instagram Followers: 23 v. 43 Instagram Followers YTD: 753 Instagram Referrals: 6 v. 0 New Twitter Followers: 8 v. 13 Twitter Mentions: 9 v. 5 Twitter Referrals: 0 v. 1 Retweets: 0 v. 1 Page 69 of 74 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 ADVERTISING ANALYTICS The May e-newsletter went out on Friday, May 12th and featured information on local summer activities, the Paso Robles Wine Festival, the 2nd Annual Lake Fest, Holiday Inn’s wine package, and the Cider Festival ticket giveaway. The newsletter is performing slightly lower than the industry average so we will be reviewing the layout and content as well as the send-out date and time to improve these numbers. 4,027 Recipients 10.5% Open Rate (Industry Average is 16%) 0.5% Click Through Rate (Industry Average is 1.8%) FACEBOOK Three different ads with slightly different messaging ran concurrently in May. Image number one featured a child running through a field with the caption “Rediscover spring break.” This image had the second most clicks at 1,342. Image two featured two pairs of feet lounging in the back of a car enjoying the view. The image two caption stated, “This is spring break.” In May, image two performed best with 2,220 clicks. The final image of a young girl and her father with a caption reading “Take a break’ received 953 clicks. The following statistics are a combination of ads along with posts. The total results are as follows: Total Impressions: 295,528 Total Clicks: 5,689 Actions (including likes, shares, comments): 5,527 CTR: 1.93% (National average in Travel Marketing: 0.90%) Cost Per Click: $0.25 (National average In Travel Marketing: $0.63) E-NEWSLETTER ANALYTICS Page 70 of 74 ITEM NUMBER: B-8 DATE: 06/21/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report – Big Red Marketing Budget Report RECOMMENDATION: Receive and file monthly budget report presentation. DISCUSSION: The updated budget includes all expenses that have been processed by the city and submitted to Big Red Marketing as of 6/2/17. Upon review of this month’s budget, Big Red Marketing would like to draw attention to the $2,699.80 Host Compliance expense that the ATBID Board approved on February 15, 2017 to investigate and identify short-term rentals. This expense does not fall under typical ATBID budget categories and therefore has been accounted for in GL 4001 contingency fund – unallocated. Additionally, Verdin’s April invoices were not included in April’s expenses processed by the city because expenses were over contract and included out -of-scope work which requires a change order. These expenses will be accounted for on the updated budget in the following month; we anticipate it being included in May’s expenses which will be reported at the July board meeting. All other expenses are in line with expected expenditures and income. FISCAL IMPACT : None. ATTACHMENT S: 1.ATBID Budget 2.TOT Report 3.ATBID Fund Summary Page of 74 GL #Notes REVENUE PROJECTIONS July August September October November December January February March April 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 $3,073.00 $191,378.00 Based on figures from City finance 1200 Fund Balance From FY 2015/2016 329,849.00$ Figure not final until fiscal year is closed by City Finance 1300 Investment Earnings 2,110.00$ Total 523,337.00$ 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 $2,500 22,500.00$ 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$ 583.50$ 750.00$ 18,333.00$ 6,861.00$ 28,411.00$ 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 118.62$ 118.62$ 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$ 11,000.00$ 17,000.00$ 25,000.00$ TOTAL BUDGET 15,372.50$ 13,450.00$ 19,811.00$ 15,849.50$ 64,483.00$ 249,070.00$ 3001 Cash Reserves 24,900.00$ 10% of total budget Contingency $249,367.00 4001 Contingency Fund (unallocated)2,699.80$ 2,699.80$ $246,667.20 TOTAL Budget $498,437.00 ATBID 2016/17 Proposed BUDGETED P&L Page 72 of 74 City of Atascadero Tourism Report Transient Occupancy Tax Revenues Jul-Sep Oct-Dec Jan-Mar Apr-Jun 1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL Fiscal Year 2014 254,557.46$ 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$ Page 73 of 74 6/2/17 FUND TYPE 235 Special Revenue YTD ACTUAL* ACTUAL ACTUAL BUDGETED 2016-2017 BUDGETED 2014-2015 2015-2016 2015-2016 through 04/30/17 2016-2017 REVENUES 41530.6300 Taxes and Assessments 162,036$ 241,078$ 183,030$ 187,594$ 186,690$ 46110.0000 Investment Earnings 2,068 5,458 2,690 - 2,110 Total Revenue 164,104 246,536 185,720 187,594 188,800 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 26,173 105,314 149,910 115,549 155,000 6600000 Professional Development - - - 425 - 6740000 Business Development - 5,000 5,000 - - 6900000 Administration 1,620 2,411 1,830 1,876 1,870 Total Expenses 31,243 206,020 243,830 200,156 249,070 NET INCOME/(LOSS)132,861 40,516 (58,110) (12,561) (60,270) BEGINNING AVAILABLE BALANCE 156,472 289,333 278,800 329,849 220,690 ENDING AVAILABLE BALANCE 289,333$ 329,849$ 220,690$ 317,287$ 160,420$ *Actual numbers are unaudited, not yet finalized and are subject to change Atascadero Tourism Business Improvement District (ATBID) Fund Page 74 of 74