HomeMy WebLinkAboutTBID_2017-07-19_Agenda PacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, July 19, 2017 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
OATHS OF OFFICE: New Board Members Jacklyn Dawson and Tom O’Malley, with
terms ending June 30, 2019, to be sworn in by Deputy City Manager/City Clerk, Lara
Christensen.
ROLL CALL: Chairperson Amar Sohi, Holiday Inn Express and Suites
Vice-Chairperson Deana Alexander, The Carlton Hotel
Board Member Jacklyn Dawson, SpringHill Suites Marriott
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 – Special Meeting, June 26, 2017
•Recommendation: Approve the Draft Action Minutes of June 26, 2017. [Big
Red Marketing]
B.BUSINESS ITEMS
1.Election of Chairperson and Vice Chairperson for the Atascadero Tourism
Business Improvement District (ATBID) Advisory Board
•Recommendation: Advisory Board to elect one member to serve as
Chairperson and elect one member to serve as Vice Chairperson for the
ATBID Advisory Board.
•Fiscal Impact: None.
Atascadero TBID
July 19, 2017
Page 1 of 40
2.Central Coast Cider Festival Recap Presentation
•Recommendation: Receive and file event recap on the 2017 Central Coast
Cider Festival. [Solterra Strategies]
•Fiscal Impact (GL 2802): None.
3. ATBID 2017/2018 Marketing Plan
•Recommendation: Review and approve proposed marketing plan for the
2017/2018 fiscal year. [Verdin Marketing]
•Fiscal Impact (GL Varied): None.
4. ATBID 2017/2018 Proposed Budget
•Recommendation: Review and approve proposed ATBID budget for the
2017/2018 fiscal year. [Big Red Marketing]
•Fiscal Impact (GL Varied): Total revenue for all ATBID funds including
previous fund balance is budgeted at $522,509. The City of Atascadero has
approved an expenditure of $379,610.
5.Monthly Marketing Statistics Summary
•Recommendation: Receive and file June Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
6.Monthly Budget Report
•Recommendation: Receive and file May budget report. [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
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July 19, 2017
Page 2 of 40
Atascadero Tourism Business Improvement District (ATBID)
WELCOME TO THE ATBID MEETING
The ATBID Advisory Board meets in regular session on the third Wednesday of each month at 2:30 p.m.
Board meetings will be held at the Atascadero City Hall, 6500 Palma Avenue, Atascadero. Matters are
considered by the Advisory Board in the order of the printed Agenda.
Copies of the staff reports or other documentation relating to each item of business referred to on the
Agenda are on file in the office of the City Clerk and are available for public inspection during City Hall
business hours at the Atascadero City Hall, 6500 Palma Avenue, Atascadero, and on our website,
www.atascadero.org. All documents submitted by the public during Advisory Board meetings that are
either read into the record or referred to in their statement will be noted in the minutes and available for
review in the City Clerk's office.
In compliance with the Americans with Disabilities Act, if you need special assistance to participate in
a City meeting or other services offered by this City, please contact the City Manager’s Office or the
City Clerk’s Office, both at (805) 470-3400. Notification at least 48 hours prior to the meeting or time
when services are needed will assist the City staff in assuring that reasonable arrangements can be
made to provide accessibility to the meeting or service.
TO SPEAK ON SUBJECTS NOT LISTED ON THE AGENDA
Under the Agenda item, “PUBLIC COMMENT”, the Chairperson will call for anyone from the audience
wishing to speak concerning any item not on the Agenda to approach the lectern and be recognized.
1.Give your name for the record (not required)
2.State the nature of your business.
3.All comments are limited to 3 minutes.
4.All comments should be made to the Chairperson and Advisory Board.
5.No person shall be permitted to make slanderous, profane or negative personal remarks
concerning any other individual, absent or present.
This is the time items not on the Agenda may be brought to the Advisory Board’s attention. A maximum
of 30 minutes will be allowed for PUBLIC COMMENT (unless changed by the Advisory Board). If you wish
to use a computer presentation to support your comments, you must notify the City Clerk's office at least
24 hours prior to the meeting. Digital presentations must be brought to the meeting on a USB drive or
CD.You are required to submit to the City Clerk a printed copy of your presentation for the record.
Please check in with the City Clerk before the meeting begins to announce your presence and turn in
your printed copy.
TO SPEAK ON AGENDA ITEMS (from Title 2, Chapter 1 of the Atascadero Municipal Code)
Members of the audience may speak on any item on the agenda. The Chairperson will identify the
subject, staff will give their report, and the Advisory Board will ask questions of staff. The Chairperson will
announce when the public comment period is open and will request anyone interested to address the
Advisory Board regarding the matter being considered to step up to the lectern. If you wish to speak for,
against or comment in any way:
1.You must approach the lectern and be recognized by the Chairperson
2.Give your name (not required)
3.Make your statement
4.All comments should be made to the Chairperson and Advisory Board
5.No person shall be permitted to make slanderous, profane or negative personal remarks
concerning any other individual, absent or present
6.All comments limited to 3 minutes
The Chairperson will announce when the public comment period is closed, and thereafter, no further
public comments will be heard by the Advisory Board.
Atascadero TBID
July 19, 2017
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ITEM NUMBER:A-1
DATE:07/19/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
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:
Vice Chairperson Alexander called the meeting to order at 2:30 p.m.
ROLL CALL:
Present: Board Members O’Malley, Patel, Vice Chairperson Alexander, and
Chairperson Sohi (by teleconference)
Absent: None
Vacant: One
Staff Present: Destination Management Consultant, Amanda Diefenderfer;
Destination Management Consultant Angelica Ottman; Marketing
Consultant, Ashlee Akers; Marketing Consultant, Stephanie Sawyer;
Deputy City Manager/Outreach, Promotions, Events Terrie Banish;
and Deputy City Manager/City Clerk, Lara Christensen
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Board Member
Patel to approve the agenda.
Motion passed 4:0 by a roll-call vote. One Vacancy.
PUBLIC COMMENT: None.
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July 19, 2017
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Atascadero TBID
June 26, 2017
Page 1 of 4
ITEM NUMBER:A-1
DATE:07/19/17
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]
MOTION: By Board Member O’Malley and seconded by Board Member
Patel to approve the consent calendar.
Motion passed 4:0 by a roll-call vote. One Vacancy.
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.
Tony Anaya with SoCalZ presented an event recap and answered questions from the
Board via teleconferencing.
Public Comment: None.
The 2017 Z-Day Car Show Event Recap Presentation
was received and filed by the Board.
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.
Victoria Hartt with Vitality Fitness presented a planning progress presentation and
answered questions from the Board.
Public Comment: None.
The 2018 Tent City Marathon Planning Progress Presentation
was received and filed by the Board.
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.
Scott Andrews, SLO Jazz Festival, gave the presentation and answered questions from
the Board. He distributed an example promotional postcard to the Board (Exhibit A). There
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July 19, 2017
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Atascadero TBID
June 26, 2017
Page 2 of 4
ITEM NUMBER:A-1
DATE:07/19/17
was concern amongst the Board that the sponsorship amount requested did not coincide
with ATBID Event Sponsorship Tiers. Deputy City Manager Banish offered the City to split
the requested amount of the event sponsorship with the ATBID. The Board suggested Mr.
Andrews look into the alternative date of November 4, 2017.
Public Comment: None.
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve $6,075 sponsorship of the SLO Jazz
Festival and request the City support of the other half
acknowledging that the City is covering related hotel costs and
the catering for the VIP event.
Motion passed 4:0 by a roll-call vote. One Vacancy.
4. ATBID Sponsored Billboard Opportunity
•Recommendation: Decline billboard marketing at this time. [Big Red Marketing]
•Fiscal Impact (GL 2502): None.
Destination Management Consultant Ottman presented the item.
Public Comment: None.
MOTION: By Vice Chairperson Alexander and seconded by Board Member
O’Malley to decline billboard advertising at this time.
Motion passed 4:0 by a roll-call vote. One Vacancy.
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.
Marketing Consultant Akers gave the presentation and answered questions from the
Board.
Public Comment: None.
MOTION: By Vice Chairperson Alexander and seconded by Chairperson
Sohi to:
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.
Motion passed 4:0 by a roll-call vote. One Vacancy.
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July 19, 2017
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Atascadero TBID
June 26, 2017
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ITEM NUMBER:A-1
DATE:07/19/17
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.
Destination Management Consultant Angelica Ottman presented the item and answered
questions from the Board.
Public Comment: None.
MOTION: By Board Member Patel and seconded by Vice Chairperson
Alexander to:
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.
Motion passed 4:0 by a roll-call vote. One Vacancy.
7.May Marketing Statistics Summary
•Recommendation: Receive and file monthly marketing statistics report. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Akers presented this item and answered questions from the Board.
Public Comment: None.
The May Marketing Statistics Summary was received and filed by the Board.
8. Budget Report
•Recommendation: Receive and file monthly budget report presentation. [Big Red
Marketing]
•Fiscal Impact: None.
Destination Management Consultant Ottman presented this item.
Public Comment: None.
The April Budget Report was received and filed by the Board.
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July 19, 2017
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Atascadero TBID
June 26, 2017
Page 4 of 4
ITEM NUMBER:A-1
DATE:07/19/17
C. UPDATES
1.Visit SLO CAL TMD Update – No update.
2.Short-term Rentals/ Host Compliance Update – Deputy City Manager Banish
confirmed that complaints were received by the City and the City will be pursuing
the matter through Code Enforcement.
3. City Business Updates – Deputy City Manager Banish provided a brief update on
the upcoming City Council Meetings as well as a timeline for upcoming events.
4.Marketing Committee Update – Destination Management Consultant Ottman
recapped opportunities reviewed by the Marketing Committee.
C. BOARD MEMBER COMMENTS
The Board Members made brief announcements.
D.ADJOURNMENT
Vice Chairperson Alexander adjourned the meeting at 4:56 p.m.
MINUTES PREPARED BY:
Amanda Diefenderfer, Destination Management Consultant
Exhibit A – SLO Jazz Festival Promotional Postcard from 5/20/17 Event provided by Scott Andrews
APPROVED:
Atascadero TBID
July 19, 2017
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ITEM NUMBER: B-1
DATE: 07/19/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report – Solterra
Central Coast Cider Festival Recap Presentation
RECOMMENDATION:
Receive and file event recap on the 2017 Central Coast Cider Festival.
DISCUSSION:
On December 15, 2015, the ATBID Board approved a three-year sponsorship of the
Central Coast Cider Festival totaling $35,000. The awarded amount was to be used to
generate awareness for the cider category and draw out-of-town visitors to Atascadero
resulting in increased overnight stays. The presentation will highlight what took place at
year two of the event on May 13, 2017, the attendance numbers and demographics of
those attendees, survey results, marketing efforts, and planning efforts for year three of
the Central Coast Cider Festival.
FISCAL IMPACT (GL 2802):
None.
Committed to $35,000 total to be awarded over three years at December 15, 2015
ATBID Board Meeting. Event sponsorship invoice of $11,000 for year two paid in April,
2017. Committed to $9,500 for year three (anticipated payment is April, 2018) of the
Central Coast Cider Festival.
ATTACHMENT S:
1.Central Coast Cider Festival 2017 Presentation
2.Central Coast Cider Festival 2017 Overview
Atascadero TBID
July 19, 2017
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Saturday May 13, 2017Atascadero Pavilion on the LakeCentralCoastCiderFestival.comCider Festival FunAtascadero TBID July 19, 2017 Page 10 of 40
Cider Festival by the Numbers: Event Attendees 504People Attended the Event-494 attendees in 2016Includes Ticket Holders, Producers, Staff and SponsorsSurvey Monkey Respondents: 14% of attendees -Average length of guest stay was 1 night v32% of Respondents Stayed in Atascadero -34% in 2016Atascadero housing choice for respondentsv10% Hotel/Motelv9% Family/Friendsv3% Vacation Rentalv1% B&BAttendees by location v77% San Luis Obispo County (Paso Robles -San Luis Obispo)–60% in 2016v12% Southern CA ( Lompoc -San Diego)–8% in 2016v8% Northern CA (Monterey –San Francisco)–18% in 2016v1% Central Valley (Fresno -Bakersfield)–3% in 2016v2% Out of State (7 States) –2% in 2016Cider Festival by the Numbers: Event Attendees Guest Datav45.45%of respondents have an average household income of $75,000 and overv61% of respondents were ages 25-45v39% of attendees were ages 46 and overv79% of respondents had a college degree and higherv71%of respondents are likely to come to the festival againv75% of respondents are likely to recommend the festival to friendsAtascadero TBID July 19, 2017 Page 11 of 40
Public Relations Data 6 Media Attended vKRUSH Radio –Adam Montieland Jeremy WestvAtascadero News –photographervMira Honeycutt -Paso Daily NewsvSteve McConnell -SOIFvJaime Gall -Minnesota Girl in the WorldvLisa Pretty –Eat Drink PasoKey Publication Coverage 10 News Articles | 1,027,641 Media ImpressionsvYour Next Hard Cider Destination -Minnesota Girl in the WorldvWildly imaginative hard ciders collide at Central Coast Cider Fest on May 13 –New Times SLOvSip & Savor: Cider house rules at Central Coast Cider Festival –ATownDaily NewsvSip & Savor: Cider house rules at Central Coast Cider Festival –Paso Daily NewsvCentral Coast Cider Festival –Eat Drink PasovCentral Coast Cider Festival returns this Saturday –Atascadero NewsvCentral Coast Cider Festival returns this Saturday –Paso Robles PressvCentral Coast Cider Festival –Hoot N Annie BlogvAnnual Central Coast Cider Festival returns to Atascadero May 13 -A-Town Daily Newsv5 innovative craft cider makers in SLO County -The TribuneAtascadero TBID July 19, 2017 Page 12 of 40
Marketingv500 Postcards distributed to cider houses, wine shops, Atascadero City, Chamberof Commerce and Pavilion on the lakev2 Banners hung in Atascaderov44 E-BlastsØ845 Subscribers, 33% open ratev2 Press ReleasesØApril 20, 2017 -Annual Central Coast Cider Festival Returns to Atascadero May 13 General admissiontickets on sale nowØMay 11, 2017 -2ndAnnual Central Coast Cider Festival Returns This Saturday Tickets are going fastv1 Live Radio BroadcastØLiquid Lunch with the Cork Dorks featuring BristolsCider, MerakiCider, Gopher Glen Cider and bandmember from Erin & The EarthquakesSocial Media Stats: Facebook v675LikesvAverage posts 7times per weekvDaily Theme Contentv998 consumers were Interested in the eventvReached 32K consumersv131consumers on Facebook said they weregoing to the eventAtascadero TBID July 19, 2017 Page 13 of 40
Social Media Stats: Twitter& Instagramv173Followersv629FollowersVisit Atascadero Giveaway Contest v3 Posts on FacebookvPost Likes -319, Shares -20,Comments -199, Reach -18,199vPage Likes from April 18 to May5 –254v2 post on Instagram, directingpeople to enter throughFacebook pagevLikes -87, Comments –4Atascadero TBID July 19, 2017 Page 14 of 40
Website Stats: CentralCoastCiderFestival.comØVisits –3,806ØUnique Visitors –2,937ØPage Views –4,717vThe website previewed each section of the festival: Food, LiveMusic, Cider Producers, UberSafe Rides, Sponsors, VisitAtascadero and Atascadero LodgingvProducersand Sponsorshad links to their homepageMain Event ReviewvOnsite Pig Roast Catering by Chef Jeffery ScottØBrined & Slow Roasted Heritage Pork Apple Cider BbqSauceØCarolina Rice & Smokey Black Eyed Peas, Scallion, EspelettePepperØLow Country Cole Slaw, Vidalia Onion, Red & Green Cabbage, PickledCarrots, Lemon-Poppy Seed DressingØAnson Mills Cornbread Muffins, Spiced Honey ButterAtascadero TBID July 19, 2017 Page 15 of 40
Main Event Reviewv15 Degrees C Wine Shop & Bar TableØFeatured Bacon Wrapped DatesvAbundant Snacks for GuestsØTaco Works Chips -Pub Mix -Fresh Popped Pop-Corn -Water Bottles provided by Digital DogmavInterior and Exterior Lounge Areas forGuestsvExterior Benches provided by WesternSquare IndustriesMain Event ReviewvDouble Cider Table -Cider Subscription CompanyvLive Music by Erin & The EarthquakesvSpecial Ubercode to save $5Atascadero TBID July 19, 2017 Page 16 of 40
New This Year! -Cider Pop-up Shopv14 producers featuredv38 different ciders availablefor purchasevAll purchases included alogo’dtote bagvAdditional items for sale –producer merchandise, ciderfestival logo’ditems: clothtote bags, glassware, t-shirts17 Cider Producersv101 Cider HousevBristols Cider HousevDreamcôte WinesvGolden State CidervGopher Glen Apple FarmvHemlyCidervJean Marie CideryvKrazyFarm CidervMeraki Cider HouseAtascadero TBID July 19, 2017 Page 17 of 40
17 Cider ProducersvMission-TrailvRed Branch Cider CompanyvReef PointsvSanta Cruz ScrumpyvScar of the SeavSee CanyonvSouth City CiderworksvTin City Cider Co.14 Sponsors vVisit Atascaderov15 Degrees C WineShop & BarvAmerican GeneralMediavBaker Wine & GrapeAnalysis Inc.vBristols CidervCanton CooperagevDigital DogmavETS LabsvLeft Coast T-Shirt Co.vScott LabsvTaco WorksvTricorBraunvUmpqua BankvWestern SquareIndustriesAtascadero TBID July 19, 2017 Page 18 of 40
Next Steps, Planning for 2018vCider Coast Cider Association – Development UnderwayØAssociation Planning Meetings: May 16, June 13, July 12vDates:Saturday, May 12, 2018 | Location: Pavilion on the Lake |Time:EveningvTicket Launch: Mid-March – must have an eight week window for ticket salesvStrategies For GrowthØCreate a multi-day event with several auxiliary events such as: educational seminars, several tap-takeovers,Mother’s Day Brunch at the zoo.ØEncourage hoteliers to offer packages and a cider welcome amenityØCider auxiliary events and contest through-out the year promoting the cider weekendAtascadero TBID July 19, 2017 Page 19 of 40
1
2017 Central Coast Cider Festival Overview
Total Event Attendees: 504 (494 attendees in 2016)
▪Includes: Ticket Holders, Producers, Staff, and Sponsors
Survey Monkey
Survey Respondents: 14% of attendees
▪Average length of guest stay was 1 night
▪32% of respondents stayed the night in Atascadero
o 34% in 2016
▪Atascadero housing choice for respondents:
o Hotel/Motel: 10%
o Family and Friends: 9%
o Vacation Rental: 3%
o Bed and Breakfast: 1%
▪77% of attendees from San Luis Obispo County
▪60% in 2016
▪12% of attendees from Southern CA (Lompoc – San Diego)
▪8% in 2016
▪8% of attendees from Northern CA (Monterey–San Francisco)
▪18% in 2016
▪1% of attendees from California Central Valley (Fresno-Bakersfield)
▪3% in 2016
▪2% of attendees out of state (3 states, 7 attendees)
▪2% in 2016
Respondent Data: (of the surveyed attendees)
▪45.45% of respondents have an average household income of $75,000 and over
▪61% of respondents were ages 25-45
o 39% of attendees were ages 46 and over
▪79% of respondents had a college degree and higher
▪71% of respondents are likely to come to the festival again
▪75% of respondents are likely to recommend the festival to friends
Public Relations Data
▪Media Attended:
o KRUSH Radio – Adam Montiel and Jeremy West
▪Live Broadcast for a featured Cork Dorks Show
o Atascadero News
o Mira Honeycutt
▪Paso Daily News
o Steve McConnell
▪SOIF
Central Coast Cider Festival 2017
May 13, 2017 | 5 - 8pm
Atascadero Pavilion on the Lake
CentralCoastCiderFestival.com
Atascadero TBID
July 19, 2017
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2
o Jaime Gall
▪Minnesota Girl in the World
▪Key Publication Coverage:
o Metrics Summary
▪10 news articles
▪1,027,641 Media Impressions
▪
❖Your Next Hard Cider Destination - Minnesota Girl in the World http://bit.ly/2rjebWB
❖Wildly imaginative hard ciders collide at Central Coast Cider Fest on May 13 – New Times
SLO http://bit.ly/2ra7FRR
❖Sip and Savor: Cider house rules at Central Coast Cider Festival – A-Town Daily
News http://bit.ly/2pPFAKR
❖Central Coast Cider Festival – Eat Drink Paso http://bit.ly/2q9FhfT
❖Central Coast Cider Festival returns this Saturday – Atascadero
News http://bit.ly/2pyBp6g
❖Sip and Savor: Cider house rules at Central Coast Cider Festival – Paso Robles Daily News
http://bit.ly/2pPFAKR
❖Central Coast Cider Festival returns this Saturday – Paso Robles Press
http://bit.ly/2pyBp6g
❖Central Coast Cider Festival – Hoot N Annie Blog http://bit.ly/2pEVkny
❖Annual Central Coast Cider Festival returns to Atascadero May 13 - A-Town Daily News
http://bit.ly/2pO2xlP
❖5 innovative craft cider makers in SLO County - The Tribune http://bit.ly/2pCOyfZ
Marketing
▪500 Postcards
o Distributed to cider houses, wine shops, Atascadero City Hall, Atascadero Chamber of
Commerce and Pavilion on the Lake
▪2 Banners in Atascadero
▪44 E-Blasts:
o 845 Subscribers, 33% open rate
▪2 Press Releases
o April 20, 2017 - Annual Central Coast Cider Festival Returns to Atascadero May 13
General admission tickets on sale now
o May 11, 2017 - 2nd Annual Central Coast Cider Festival Returns This Saturday
Tickets are going fast
▪1 Live Radio Broadcast
o Liquid Lunch with the Cork Dorks featuring Bristols Cider, Meraki Cider, Gopher Glen
Cider and band member from Erin & The Earthquakes
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July 19, 2017
Page 21 of 40
3
▪Social Media Stats
o Facebook Event
▪998 consumers were Interested in the event
▪Reached 32K consumers
▪131 consumers on Facebook said they were going to the event
o Facebook Followers: 675
o Twitter Followers: 173
o Instagram Followers: 629
o Visit Atascadero Giveaway Contest
▪3 Posts on Facebook
•Post Likes - 319, Shares - 20, Comments - 199, Reach - 18,199
•Page Likes from April 18 to May 5 – 254
▪2 post on Instagram, directing people to enter through Facebook page
•Likes - 87, Comments – 4
▪Website Stats
o Visits – 3,806
o Unique Visitors – 2,937
o Page Views – 4,717
Main Event Review
▪Onsite Pig Roast Catering by Chef Jeffery Scott
o Menu:
▪Brined & Slow Roasted Heritage Pork Apple Cider Bbq Sauce
▪Carolina Rice & Smokey Black Eyed Peas, Scallion, Espelette Pepper
▪Low Country Cole Slaw, Vidalia Onion, Red & Green Cabbage, Pickled Carrots ,
Lemon-Poppy Seed Dressing
▪Anson Mills Cornbread Muffins, Spiced Honey Butter
▪15 Degrees C Wine Shop & Bar Table
o Featured Bacon Wrapped Dates
▪Double Cider Table
o Cider Subscription Company
▪Live Music by Erin & The Earthquakes
▪Interior and Exterior Lounge Areas for Guests
▪Abundant Snacks for Guests
o Taco Works Chips
o Pub Mix
o Fresh Popped Pop-Corn
o Apples
▪Water Bottles provided by Digital Dogma
▪Exterior Benches provided by Western Square Industries
▪Special Uber code to save $5
New This Year! - Cider Pop-up Shop
▪14 producers featured
▪38 different ciders available for purchase
o All purchases included a logo’d tote bag
▪Additional items for sale – producer merchandise, cider festival logo’d items: cloth tote bags,
glassware, t-shirts
Atascadero TBID
July 19, 2017
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4
17 Producers 14 Sponsorship
1.101 Cider House
2.Bristols Cider House
3.Dreamcôte Wines
4.Golden State Cider
5.Gopher Glen Apple Farm
6.Hemly Cider
7.Jean Marie Cidery
8.Krazy Farm Cider
9.Meraki Cider House
10.Mission-Trail
11.Red Branch Cider Company
12.Reef Points
13.Santa Cruz Scrumpy
14.Scar of the Sea
15.See Canyon
16.South City Ciderworks
17.Tin City Cider Co.
1.Visit Atascadero
2.15 Degrees C Wine Shop & Bar
3.American General Media
4.Baker Wine & Grape Analysis Inc.
5.Bristols Cider
6.Canton Cooperage
7.Digital Dogma
8.ETS Labs
9.Left Coast T-Shirt Co.
10.Scott Labs
11.Taco Works
12.TricorBraun
13.Umpqua Bank
14.Western Square Industries
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ITEM NUMBER: B-2
DATE: 07/19/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report – Verdin Marketing
ATBID 2017/2018 Marketing Plan
RECOMMENDATION:
Review and approve proposed Marketing Plan for the 2017/2018 fiscal year.
DISCUSSION:
Verdin Marketing continues to work within the parameters of the 2015 Strategic Plan
Plan developed in conjunction with a facilitated meeting with the Coraggio Group. A
marketing plan refresh is being presented for approval. As a reminder, Verdin launched
the new Visit Atascadero brand in November of 2015; since it is now entering year two
the focus will be on continuing the momentum and building on successes.
After discussion with the Marketing Committee, one update to note is with regards to the
marketing strategies. The target audiences for marketing are brok en into two
geographical tiers as visitors are targeted geographically and behaviorally. Tier 1
focuses on the drive market and reaches areas that have the ability to visit fairly quickly
and frequently. Tier 1 destinations include the Central Valley, LA, the Bay Area and the
Silicon Valley. These destinations have been the core target for the past two years and
they continue to be the top visitors. Tier 2 are the secondary audience markets Verdin
would like to explore by working with partners at Visit SLO CAL . After analysis of the
past year’s marketing, a shift in the geographic tier 2 market is proposed. The addition
of Seattle, Arizona and Nevada to Tier 2 will allow advertising to supplement efforts
currently being made by the Central Coast Tourism Council in these areas.
FISCAL IMPACT (GL Varied):
The Marketing Plan for the 2017/2018 fiscal year utilizes budgeted funds allocated to
Verdin Marketing as part of their contract.
ATTACHMENT S:
1.ATBID 2017/2018 Marketing Plan
Atascadero TBID
July 19, 2017
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VERDINMARKETING.COM
MARKETING PLAN
ATASCADERO TBID
June 9, 2017
MARKETING PLAN OVERVIEW
This marketing plan is for the use of the Atascadero Tourism Business Improvement District (ATBID) for the
purpose of directing and guiding all marketing actions for the Visit Atascadero brand. The marketing plan is to
be used to support the overarching goals of the ATBID and promote Atascadero as a unique tourism
destination.
ORGANIZATIONAL SUMMARY
The Atascadero Tourism Business Improvement District (ATBID) Advisory Board is made up of representatives
from lodging or hospitality-related businesses in Atascadero appointed by City Council. The establishment of
the TBID was requested by the hotel businesses in Atascadero to help promote the city as a travel destination
and is funded by a 2% assessment charged by hotels for this purpose. The Advisory Board meets regularly to
make decisions on funding and tourism promotion. The strategic goal of Visit Atascadero is to come, sleep and
spend.
GOALS
1.Increase overnight stays in Atascadero, for hotel/motel accommodations
2.Support in delivering the authentic experience Visit Atascadero promises to its visitors
3.Target new visitors to engage in programs and attend events
RESEARCH
Visit California Research
•Total direct travel spending in California was $126.3 billion in 2016, a 3.1% increase from 2015
•Travel spending in California directly supported 1,096,000 jobs, with earnings of $45.4 billion
•Travel spending in 2016 generated $4.9 billion in local taxes and $5.3 billion in state taxes
•Approximately 71% of California's domestic leisure visitors in 2015 were residents of California
•Top states for inbound leisure travel in California in 2015 were:
o Arizona (3.3%)
o Nevada (2.9%)
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o Texas (2.5%)
o New York (1.9%)
o Washington (1.7%)
•Total visitation to California is forecast to grow 2.1% in 2017. The near-term outlook for California travel
has been downgraded slightly on limited business investment and global headwinds, while long-term
prospects have remained unchanged.
•Room demand through November 2016 grew by 1.8% over the previous year. California continues to
outperform the nation in room demand growth, albeit by a slimmer margin.
•Occupancy rates in California hotels increased to nearly 77.0% on average through November 2016,
driving 5.5% growth in average daily room rate.
•Moderating demand will lead to softer visitation growth for California in the near-term.
Atascadero Merrill Research
The 2016 Visit SLO County Feeder Market Destination Study from Merrill Research received responses from
430 prospective Atascadero visitors, 150 of which were from California. The survey asked responders to rank
and rate statements about what they look for in vacation experiences. No open-ended questions were asked.
This report summarizes the results of the 150 California responders who are of particular interest to us.
In general, responses indicate that rather than looking for special events and unique offerings, these travelers
are looking for rest, relaxation and a break from the busyness of life. They also prioritize dining and appreciate
quality food and beverage offerings.
OF POTENTIAL VISITORS
•Those polled primarily seek dining, cultural events and historic tours at the top of the list.
•Those polled mostly want genuine experiences. They are sometimes enticed by affordable lodging,
discounted room rates and incorporating business with leisure.
•When traveling, those polled like to engage in leisure activities and explore their hobbies and passions.
Sometimes they prefer activities that are mentally stimulating.
•Travelers are interested in peaceful, beautiful settings. They sometimes prefer destinations rich in
culture and dining and with unique offerings.
•People polled travel to escape busyness more than to find special events. They sometimes prefer
continuing active lifestyles and finding family friendly activities.
•Regarding events, those polled often prefer events with quality food and drink. They sometimes prefer
convenient transportation and live music.
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OF PAST VISITORS
•Those polled primarily seek dining, shopping and cultural events at the top of the list.
•Those polled often look for genuine experiences and affordable lodging. They sometimes look for
discounted room rates and incorporating leisure activities with business.
•Those polled generally prefer relaxing activities and exploring passions and hobbies over mind-
stimulating activities and events/festivals/concerts.
•Those polled often prefer peaceful, beautiful settings and sometimes prefer unique offerings and
destinations rich in culture and dining.
•Those polled prefer destinations where they can continue their active lifestyles and find family friendly
activities. They sometimes travel for special events.
•Regarding events, those polled often look for quality food and drink. They sometimes look for
convenient transportation and immersive activities.
Atascadero Hotel Research
From August to December 2016 Verdin Marketing conducted a research campaign through hotel survey at
participating hotels in Atascadero. The results gave a clearer picture to who is staying in Atascadero and
booking overnight rooms.
INSIGHTS
•People are visiting hotels mostly for leisure and some split of 40% business and 60% leisure.
•There’s a pretty even split between men and women booking hotel nights.
•Area events are major draws for hotel stays in the Atascadero.
•There’s an even split between progressive and conservative visitors in Atascadero but it leans more
toward conservative.
•Visitors tend to be more traditional than trend setting.
•Top destinations from which hotels see visitors are: Central Valley, LA area, Bay area, Silicon Valley
area, Arizona, San Diego, Oregon and then Nevada.
•Age range of those booking hotels in order of importance: 46-55, 36-45, 56-65, 26-35, 66+.
•The most common types of travelers that stay in Atascadero are couples, families, business travelers
and then extended families.
•Visitors are most interested in events, area beaches, hiking, breweries and restaurants.
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MARKETING STRATEGIES
The target audiences for Visit Atascadero are broken into two tiers geographically as well as by behavioral
personas. Personas are important when crafting messages to appeal to specific audiences.
Target Audience
GEOGRAPHIC TIER ONE MARKETS
•Central Valley
•Los Angeles
•Bay Area
•Silicon Valley
GEOGRAPHIC TIER TWO MARKETS
•Arizona
•Nevada
•Seattle
BEHAVIORAL MARKETS
•Families
•Culinary Connoisseurs
•Leisure Seekers
•Outdoor Lovers
Key Selling Points
•Value destination
•Easy access to Central Coast beaches
•Near Paso Robles wine country
•The only zoo on the Central Coast
•Convenient location off 101
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•Authentic experiences
•Small town charm
•Craft beer and cider
•Open spaces
•Warm nights with starry skies
ACTION PLAN
Metrics
•Monthly stat summary reports
o Website traffic
o Social media engagement
o E-mail marketing efforts
o Monitor advertising effectiveness
•Evaluate STR report and TOT
Objectives
Objective 1: Develop three advertising campaigns for the 2017-2018 fiscal year.
TACTICS
1.Evaluate messages from 2016-2017 campaigns to leverage success and build upon established
messaging.
2.Refine messaging targeted towards behavioral targets.
3.Use all new photography assets in new campaigns.
4.Develop strong call to action that can be used across all advertising, e-mail marketing and digital
platforms.
5.Develop video assets for use within campaigns.
Objective 2: Refine media strategies.
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TACTICS
1.Incorporate video on media channels when possible.
2.Determine new media outlets like Budget Travel, Travel Spike and Visit California.
3.Continue to explore effective and compelling co-op opportunities with SLO CAL.
Objective 3: Develop and showcase what makes Atascadero interesting through dynamic
creative.
TACTICS
1.Create more video opportunities.
2.Capture and collect event photography.
3.Create possible itinerary map.
Objective 4: Expand social media reach and capabilities.
TACTICS
1.Incorporate more video on social media channels when possible and utilize all new photography.
2.Create Insta-stories for events.
3.Create a “meet the brewers and meet the artisans” segment.
4. Continue to share, leverage and align SLO CAL social media content.
Objective 5: Build on public relations efforts.
TACTICS
1.Build partnership with SLO CAL. Identify tradeshow, events and FAM ideas meet the Visit Atascadero
brand. Create booth experience once plan is approved.
2.Develop influencer program.
3.Focus on family travel with family blogger program.
4.Send out a press release focusing on the potential “beer trail,” local artisans and their crafts.
5.Put media kit and photo assets on the website.
Atascadero TBID
July 19, 2017
Page 30 of 40
ITEM NUMBER: B-3
DATE: 07/19/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report – Big Red Marketing
ATBID 2017/2018 Proposed Budget
RECOMMENDATION:
Review and approve proposed budget for the 2017/2018 fiscal year.
DISCUSSION:
An in-depth assessment of the 2016/2017 ATBID budget identified areas where
spending felt constrained or there was an excess of allocated funds. The budget was
then evaluated and revised to develop the 2017/2018 proposed budget to guide ATBID
spending. Highlights of the 2017/2018 proposed budget are identified below.
Big Red Marketing and Verdin Marketing submitted contract renewals for the May 17,
2017 ATBID Board Meeting. The contracts included adjustments based on learnings
from the 2016/2017 fiscal year and included anticipated adjustments in activities and/or
billing for 2017/2018. The Board recommended approval of the contract renewals and
the City ultimately approved the contract renewals. Particular budget areas of note from
the contract renewals include increases to contracting firm fees, creative services with
the addition of an out-of-scope creative budget, planned media buys, reactive
advertising, the media retainer and the addition of a trade show expenditure.
At the June 27, 2017 City of Atascadero City Council Meeting an increase to the
administrative costs were approved. Also, a new budget item entitled “Lodging
Ordinance Enforcement” was added as requested by the Board to cover costs incurred
for short-term rental investigation.
Additionally, a new budget item entitled “Promotional Items & Visit Atascadero
Brochure” has been added to cover costs for promotional items to be purchased for
branding and awareness for consumer and trade shows. The cost to print and distribute
the Visit Atascadero brochure is also added into this cost.
Atascadero TBID
July 19, 2017
Page 31 of 40
ITEM NUMBER: B-3
DATE: 07/19/17
FISCAL IMPACT (GL Varied):
Total revenue for all ATBID funds including previous fund balance is budgeted at
$522,509. The City of Atascadero has approved an expenditure of $379,610.
ATTACHMENTS:
1.ATBID 2017/2018 Proposed Budget
Atascadero TBID
July 19, 2017
Page 32 of 40
GL #Notes
REVENUE PROJECTIONS
1100 2% BID Revenue July 2017 - June 2018 190,399.00$ Awaiting figures from City finance department. Current figures are
based on previous year
1200 Estimated Fund Balance from 2016/2017 330,000.00$
Figure not final until fiscal year is closed by City Finance. Current
figure is estimated based on anticipated remaining fiscal year
activity.
1300 Investment Earnings 2,110.00$
Total 522,509.00$
Budget
2016/2017
Budget
Reference
2017/2018
Proposed Budget % of Total Budget
2100 Admin 2,820.00$ 14,610.00$ 3.85%
2101 City Admin Fees 2,000.00$ 2,610.00$
2102 Office Expense 820.00$ 5,000.00$
2103 Operating Supplies and misc. expenses -$ 2,000.00$
2104 Lodging Ordinance Enforcement -$ 5,000.00$
2200 Contracting Firm Fees 42,000.00$ 54,000.00$ 14.23%
2201 Big Red Marketing - Destination Manager 30,000.00$ 36,000.00$ Per presented scope of work
2202 Verdin Marketing - Marketing Firm 12,000.00$ 18,000.00$ Per presented scope of work
2300 Visual Assets and Branding 27,500.00$ 53,000.00$ 13.96%
2301 Photography & Video 7,500.00$ 2,500.00$
2302 Creative Services - Verdin Scope 20,000.00$ 28,500.00$ Per presented scope of work
2303 Creative Services - Out of Scope 4,000.00$
2304 Promotional Items & Visit Atascadero Brochure 18,000.00$
2400 Digital Marketing 63,800.00$ 27,000.00$ 7.11%
2401 Website Updates 38,000.00$ 3,000.00$ Per presented scope of work
2402 Social Media contest hard costs 3,000.00$ 2,000.00$
2403 Social Media/Contest Management 22,800.00$ 16,000.00$ Per presented scope of work
2404 E-Newsletter 6,000.00$
Per presented scope of work.
Previously combined with GL 2404
2500 Advertising 72,700.00$ 101,647.00$ 26.78%
2501 Planned Media Buys 44,700.00$ 60,647.00$
Per presented scope of work less
separation of Visitor Guide costs
2502 Reactive Advertising & Co-Ops 25,000.00$ 35,000.00$
2503 Verdin Media Retainer 3,000.00$ 6,000.00$
2600 Public Relations 9,500.00$ 9,500.00$ 2.50%
2601 Group FAM 3,000.00$ 3,000.00$
2602 Individual Itineraries 1,500.00$ 1,500.00$
2603 PR Retainer & Reactive Planning 5,000.00$ 5,000.00$ Per presented scope of work
2700 Tour & Travel 3,000.00$ 8,500.00$ 2.24%
2701 CCTC Co Op Fams 1,500.00$ 1,500.00$
2702 Visit CA Co Op Fams 1,500.00$ 1,500.00$
2703 Trade Show -$ 5,500.00$
Verdin's assistance at one trade
show and/or tradeshow booth
design and hard costs (TBD)
2800 Consumer Outreach 27,750.00$ 45,000.00$ 11.85%
2801 Consumer Show Presence 2,750.00$ 10,000.00$
2802 Event Support Program 25,000.00$ 35,000.00$
TOTAL BUDGET 249,070.00$ 313,257.00$
3001 Cash Reserves 24,900.00$ 37,000.00$ 10%10% of total budget
Contingency
4001 Contingency Fund (unallocated)$244,679.00 $29,353.00 7.73%
TOTAL Budget 379,610.00$
ATBID 2017/18 Proposed BUDGETED P&L
Atascadero TBID
July 19, 2017
Page 33 of 40
ITEM NUMBER: B-4
DATE: 07/19/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT
Staff Report – Verdin
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file June marketing statistics report.
DISCUSSION:
June was a pretty quiet month, as advertising is light during Atascadero hotels’ busier season.
However, high social media impressions are reported in June due to new creative and the Lakeside
Wine Festival Facebook advertisements. Looking ahead, the e-newsletter will be receiving strategic
updates to increase open rates and clicks.
FISCAL IMPACT :
None.
ATTACHMENT S:
1.June Statistics Summary
Atascadero TBID
July 19, 2017
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VERDINMARKETING.COM
JUNE STAT SUMMARY
ATASCADERO TBID
July 3, 2017
WEB ANALYTICS (2016 V.2017)
WEBSITE TRAFFIC
Website Visits: 8,744 v. 5,130
Mobile Visits: 5,581 v. 3,193
Desktop Visits: 2,626 v. 1,498
Total Unique Visitors: 6,780 v. 4,135
PPV (Page Per Visit): 1.55 v. 2.27
TOS (Time on Site): 0:49 v. 1:11
ACQUISITION
Total Site Traffic: 5,130
Direct: 2,524 v. 1,156
Organic: 2,434 v. 1,901
Social: 1,568 v. 955
Referral: 2,112 v. 1,115
Other: 106 v. 3
PAGE VIEWS
Home Page: 3,805 v.
2,589
Lodging: 447 v. 564
GEOGRAPHIC REFERRALS
Atascadero: 538 v. 582
San Francisco: 1,199 v. 542
Los Angeles: 634 v. 461
Paso Robles: 262 v. 253
Bakersfield: 415 v. 218
TOP REFERRING URLS
adspreview.simpli.fi: 980 v. 533
m.facebook.com: 108 v. 472
atascadero.org: 356 v. 328
lm.facebook.com: 1,377 v. 318
visitsanluisobispocounty.com: 30 v.
74
SOCIAL MEDIA ANALYTICS (May V. June)
SOCIAL MEDIA
Facebook Fans: 5,336 v. 5,465
Facebook Referrals: 1,002 v. 933
Total Impressions: 338,994 v. 439,445
New Instagram Followers: 43 v. 30
Instagram Followers YTD: 780
Instagram Referrals: 0 v. 6
New Twitter Followers: 13 v. 2
Twitter Mentions: 5 v. 0
Twitter Referrals: 1 v. 0
Retweets: 1 v. 4
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ADVERTISING ANALYTICS
The June e-newsletter went out on Thursday, June 15th and featured information on general
summer activities, summer concert schedule, 4th of July festivities, the Atascadero Lakeside Wine
Festival, and Tuesday in the Park BBQ.
4,001 Recipients
15% Open Rate (Industry Average is 16%)
1.2% Click Through Rate (Industry Average is 1.8%)
FACEBOOK
In June, Atascadero ran Wine Festival Facebook ads from June 5th through the 23rd. These ads targeted the
central valley, including Bakersfield, Hanford and Visalia. The audience was all adults over 21 years of age.
The results of the campaign are as follows:
Total Impressions: 337,033 Total Clicks: 6,273
Actions (including likes, shares, comments): 6,807
CTR: 1.86% (National average in Travel Marketing: .90%)
Cost Per Click: $0.46 (National average In Travel Marketing: $0.63)
Later in June, new creative was launched targeting both Millennials and Families.
Millennial Campaign Results:
Total Impressions: 39,451 Total Clicks: 868
CTR: 2.20% Actions (including likes, shares, comments): 899
Family Campaign Results:
Total Impressions: 21,871 Total Clicks: 342
CTR: 1.56% Actions (including likes, shares, comments): 379
Total June Results (including social posts):
Total Impressions: 413,375 Total Clicks: 7,775
CTR: 2.20% Actions (including likes, shares, comments): 8,910
E-NEWSLETTER ANALYTICS
Atascadero TBID
July 19, 2017
Page 36 of 40
ITEM NUMBER: B-5
DATE: 07/19/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report – Big Red Marketing
Monthly Budget Report
RECOMMENDATION:
Receive and file May budget report.
DISCUSSION:
The budget update includes all expenses that have been processed by the city and
submitted to Big Red Marketing as of 6/30/17.
Verdin Marketing’s April invoices were not reflected on last month’s budget report. A
contract change order was processed to reflect additional work performed by Verdin
and increase the contract amount. These expenses have since been added and are
accurately reflected on this month’s budget.
Upon review of this month’s budget all other expenses are in line with expected
expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.TOT Report
3.ATBID Fund Summary
Atascadero TBID
July 19, 2017
Page 37 of 40
GL #Notes
REVENUE PROJECTIONS July August September October November December January February March April May
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 $2,805.00 $194,183.00 Based on figures from City finance
1200 Fund Balance From FY 2015/2016 329,849.00$ Figure not final until fiscal year is closed by City Finance
1300 Investment Earnings 2,110.00$
Total 526,142.00$
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 $2,500 25,000.00$ 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$ 1,007.00$ 1,004.00$ 1,016.70$ 973.00$ 11,408.90$ 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 $27.60 $8,556.74 $63.27 8,647.61$ 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$ 1,309.50$ 88.60$ 17,800.10$ 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$ 2,800.00$
2400 Digital Marketing 63,800.00$
2401 Website Updates 5,141.00$ 382.00$ 7,465.00$ 8,658.00$ 124.00$ 110.00$ 110.40$ 10.00$ 22,000.40$ 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$ 240.20$ 2,465.48$ 2,944.68$ 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$ 1,736.60$ 2,096.60$ 21,509.20$ 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$ 1,435.61$ 45,104.61$ 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$ 107.40$ 3,576.40$ 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$ 812.68$ 96.60$ 4,801.28$ 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$ 2,500.00$ 19,500.00$ 25,000.00$
TOTAL BUDGET 15,372.50$ 13,450.00$ 19,811.00$ 15,849.50$ 14,753.00$ 28,306.20$ $35,287 22,244.60$ 18,211.36$ 20,269.09$ 10,793.55$ 214,347.80$ 249,070.00$
3001 Cash Reserves 24,900.00$ 10% of total budget
Contingency $252,172.00
4001 Contingency Fund (unallocated)2,699.80$ 2,699.80$ $249,472.20
TOTAL Budget $501,242.00
ATBID 2016/17 Proposed BUDGETED P&L
Atascadero TBID
July 19, 2017
Page 38 of 40
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 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$
Atascadero TBID
July 19, 2017
Page 39 of 40
7/6/17
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL BUDGETED 2016-2017 BUDGETED
2014-2015 2015-2016 2015-2016 through 05/31/17 2016-2017
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 183,030$ 190,399$ 186,690$
46110.0000 Investment Earnings 2,068 5,458 2,690 - 2,110
Total Revenue 164,104 246,536 185,720 190,399 188,800
EXPENSES
6050000 Office Expense -$ 5,164$ 2,000$ -$ 2,200$
6070000 Advertising 3,450 86,914 85,000 86,013 90,000
6400000 Operating Supplies - 1,217 90 5 -
6500000 Contract Services 26,173 105,314 149,910 129,285 155,000
6600000 Professional Development - - - 425 -
6740000 Business Development - 5,000 5,000 - -
6900000 Administration 1,620 2,411 1,830 1,904 1,870
Total Expenses 31,243 206,020 243,830 217,632 249,070
NET INCOME/(LOSS)132,861 40,516 (58,110) (27,233) (60,270)
BEGINNING AVAILABLE BALANCE 156,472 289,333 278,800 329,849 220,690
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 220,690$ 302,616$ 160,420$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
Atascadero TBID
July 19, 2017
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