HomeMy WebLinkAboutTBID_2017-08-16_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, August 16, 2017 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Amar Sohi, Holiday Inn Express and Suites
Vice-Chairperson Deana Alexander, The Carlton Hotel
Board Member 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 – July 19, 2017
• Recommendation: Approve the Draft Action Minutes of July 19, 2017. [Big Red
Marketing]
B. BUSINESS ITEMS
1. Atascadero Lakeside Wine Festival Recap
• Recommendation: Receive and file event recap on the 2017 Atascadero
Lakeside Wine Festival. [Atascadero Chamber of Commerce]
• Fiscal Impact: None.
2. Atascadero Brew Fest Presentation to Request Event Sponsorship
• Recommendation: Approve a sponsorship of the 2018 Atascadero Brew Fest in
the amount of $7,500. [Brew Fest]
• Fiscal Impact (GL 2802): $7,500.
3. Z-Day Car Show Presentation to Request Event Sponsorship
• Recommendation: Approve a sponsorship of the 2018 Z-Day Car Show in the
amount of $7,500. [SOCALZ]
• Fiscal Impact (GL 2802): $7,500.
4. Visit SLO Cal Tour & Travel Co-Op Opportunities Presentation
• Recommendation: Receive and file Visit SLO CAL Tour & Travel Opportunities
presentation. [Visit SLO CAL]
• Fiscal Impact: None.
5. City of Atascadero Marketing Plan Presentation
• Recommendation: Receive and file City of Atascadero Marketing Plan
presentation. [City Manager’s Office]
• Fiscal Impact: None.
6. Monthly Marketing Statistics Summary
• Recommendation: Receive and file July Marketing Statistics Report. [Verdin
Marketing]
• Fiscal Impact: None.
7. Monthly Budget Report
• Recommendation: Receive and file June 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
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 natur e 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.
ITEM NUMBER: A-1
DATE: 08/16/17
Atascadero TBID
July 19, 2017
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, July 19, 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 2:35 p.m.
OATHS OF OFFICE: New Board Members Jaclyn Dawson and Tom O’Malley, with
terms ending June 30, 2019, sworn in by Deputy City Manager/City Clerk, Lara
Christensen.
Deputy City Manager/City Clerk Lara Christensen administered the Oath of Office to
new Board Members Jaclyn Dawson and Tom O’Malley.
ROLL CALL:
Present: Board Members O’Malley, Patel, Dawson, Vice Chairperson
Alexander, and Chairperson Sohi
Absent: None
Staff Present: Destination Management Consultant Amanda Diefenderfer,
Destination Management Consultant Angelica Ottman, 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 Vice Chairperson
Alexander to approve the agenda.
Motion passed 5:0 by a roll-call vote.
PUBLIC COMMENT:
The following persons spoke from the public: Julie Harn.
ITEM NUMBER: A-1
DATE: 08/16/17
Atascadero TBID
July 19, 2017
Page 2 of 4
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]
MOTION: By Vice Chairperson Alexander and seconded by Chairperson
Sohi to approve the consent calendar.
Motion passed 5:0 by a roll-call vote.
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.
The Board discussed the nomination of the Chairperson and Vice Chairperson.
Public Comment: None.
MOTION: Following nominations by Board Member Patel and seconded
by Board Member O’Malley the Board elected Amar Sohi as
Chairperson and Deana Alexander as Vice Chairperson for a
term ending June 30, 2018.
Motion passed 5:0 by a roll-call vote.
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.
Stacie Jacob from Solterra Strategies presented an event recap, discussed planning
strategies for 2018 and answered questions from the Board.
Public Comment:
Speaking from the Public: Annie Weyrich.
The Central Coast Cider Festival Recap Presentation
was received and filed by the Board.
ITEM NUMBER: A-1
DATE: 08/16/17
Atascadero TBID
July 19, 2017
Page 3 of 4
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.
Marketing Consultant Stephanie Sawyer gave the presentation and answered questions
from the Board.
Public Comment: None.
MOTION: By Board Member O’Malley and seconded by Chairperson
Sohi to approve the proposed marketing plan for the 2017/2018
fiscal year.
Motion passed 5:0 by a roll-call vote.
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.
Destination Management Consultant Angelica Ottman presented the item and answered
questions from the Board. Following discussion by the Board, Deputy City Manager
Terrie Banish suggested collaborating with the City Finance Department to clarify some
of the Board’s budget questions.
Public Comment:
Speaking form the Public: Annie Weyrich and Jessica Sohi.
MOTION: By Board Member O’Malley and seconded by Board Member
Patel to approve the budget as presented recognizing that,
following collaboration with City Finance Department staff, an
updated version may be revisited within three months.
Motion passed 4:1 by a roll-call vote; Sohi voted no.
5. Monthly Marketing Statistics Summary
• Recommendation: Receive and file June Marketing Statistics Report. [Verdin
Marketing]
• Fiscal Impact: None.
Marketing Consultant Stephanie Sawyer presented this item and answered questions
from the Board.
ITEM NUMBER: A-1
DATE: 08/16/17
Atascadero TBID
July 19, 2017
Page 4 of 4
Public Comment: None.
The June Marketing Statistics Summary
was received and filed by the Board.
6. Monthly Budget Report
• Recommendation: Receive and file May budget report presentation. [Big Red
Marketing]
• Fiscal Impact: None.
Destination Management Consultant Angelica Ottman presented this item.
Public Comment: None.
The May Budget Report was received and filed by the Board.
C. UPDATES
1. Visit SLO CAL TMD Update – Board Member Patel provided a brief update and
noted that Visit SLO CAL is currently out for bid for a marketing firm to focus on
digital efforts, he reported on efforts to attract repeat business and extended
stays, and presented marketing themes and statistics for paid media campaign
performance.
2. Short-term Rentals/Host Compliance Update – Deputy City Manager Banish
provided and update and confirmed that violation notices had been mailed.
3. City Business Updates – Deputy City Manager Banish provided an update on
upcoming events and new billboard status which will be placed by the City on the
Cuesta Grade.
4. Marketing Committee Update – Destination Management Consultant
Diefenderfer recapped the last Marketing Committee meeting.
D. BOARD MEMBER COMMENTS
None.
E. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 4:30 p.m.
MINUTES PREPARED BY:
Amanda Diefenderfer, Destination Management Consultant
APPROVED:
ITEM NUMBER: B-1
DATE: 08/16/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Atascadero Lakeside Wine Festival Recap
RECOMMENDATION:
Receive and file event recap on 2017 Atascadero Lakeside Wine Festival.
DISCUSSION:
At the April 19, 2017, ATBID board meeting, President of the Atascadero Chamber of
Commerce, Linda Hendy, presented a sponsorship request alongside an overview of
the goals and marketing efforts for the upcoming event. Following the presentation, the
Board moved to subsidize marketing expenses for the Atascadero Wine Festival up to
the total amount of $3,500. Additionally, the Board approved up to $2,500 for shuttle
expenses.
The 2017 event took place on Saturday, June 24, at the Atascadero Lake Park. The
ATBID support of $2,500 was utilized to offer guests shuttle service through Lush
Limousine with stops at the Springhill Suites by Marriott, Best Western Plus Colony Inn,
The Carlton Hotel, and the Holiday Inn Express & Suites.
FISCAL IMPACT (GL 2802):
Committed $2,500 in budgeted FY 2016/17 Event Support program funds (GL 2802) at
the April 19, 2017 Board Meeting to support shuttle activity. Additional support funds
were not utilized.
ATTACHMENT S:
1. Atascadero Lakeside Wine Festival 2017 Presentation
8/4/17
1
2017 It’s A Wrap
Page 9 of 53
8/4/17
2
*New this year!
Cooling Stations:2 -xLarge misting fans
sponsored by:
◦Glopack Wine & Spirits and Michael’s Optical
Zoo Happenings
Over 950 guests enjoyed the Charles Paddock Zoo during the Wine
Festival hours, up from 350 in 2016
Added Santa Maria Brewery and San Antonio Winery
Page 10 of 53
8/4/17
3
Thank you for your $2,500 sponsorship
New Shuttle Service provided by Lush
Limousine, Paso Robles
◦3 (14) Passenger Vans with personal driver.
Hours of festival 3:30-8:30pm
Van #1 - 34 guest
Van #2 - 32 guest
Van #3 - 30 guest
o 5 new event directional signs
o Updated shuttle signage for hotel stops
◦New designated shuttle stop at front entrance,
staffed full time.
Hotel Guest Shuttle Service
Event Marketing $16,600
Local, County and Out of Area Marketing efforts
Vintages Magazine Vino Magazine
Edible Magazine Visitor Guide – Access Publishing
KSBY TV Commercials 805 Magazine
Chamber Visitor Guide 15,000 City Rec Guide
The Krush Radio – Quick bite with David Wilson
The Tribune News – Print ads in SLO County, Fresno Bee
McClatchy Group – Retargeting ads online
20,000 Rack Cards placed throughout the county and visitor centers
Tolosa Press, Bay news, Morro News, Cayucos News
2 -Eblasts to over 4,000 past ticket holders
VisitAtascadero facebook ad
Atascadero Wine Festival facebook ad and post engagements:
725 Followers increased by 100
On average, posts had a reach of 27,560, Impressions of 22,260
35 posts for the month of June (1/2 paid 1/2 organic)
2,500 Printed Programs
Press Releases
4,000 rack cards directly mailed to past ticket holders
Page 11 of 53
8/4/17
4
Sunday Funday Promotion
Goals:
•Promote over night stays for our lodging partners
•A thank you to our Wineries participating in the Saturday
festival, we encourage attendees to visit the winery on
Sunday to promote purchasing and exposure to their
location.
•Prior to event we dropped off signage to not only promote
the event but also to better inform winery staff on
promotion/discounts.
•2017 Keychain giveaway as Sunday passport. Fun keepsake
for future promotion for Wine Festival.
Ticket Sales
This years festival enjoyed an increase of 14.5% in ticket sales, close to $50,000
Out of State visitors:
◦Buckeye, Arizona Las Cruces, New Mexico
◦Lafayette, Louisiana Lexington, Massachusetts
◦Port Saint Lucia, Florida Redmond , Washington
◦Reno, Nevada Seattle, Washington
Online orders not # of tickets
1 –8 tickets purchased 2017
#orders
2016
#orders
2015
#orders
Orange County 21 22 16
Los Angeles County 23 23 25
Central California
(2016 Sweet Deals)21 107 11
Santa Barbara County 6 6 3
Northern California 12 17 14
North SLO County
Atascadero,Paso Robles, Creston, Santa
Margarita, Templeton, King City, Salinas
173 152 90
South County SLO
San Luis Obispo, Arroyo Grande, Los Osos,
Morro Bay, Grover Beach
80 83 33
Page 12 of 53
8/4/17
5
Web Stats
AtascaderoLakesideWineFestival.com
◦Active visits 2017 –12,968 2016 –9,485 2015 –7,295
◦New Visitors 2017 –72.4%2016 –72.1%2015 –68.8%
◦Returning Visitors 2017 –27.6%2016 –27.9%2015 –31.4%
◦Demographics:Age % Gender:
18-24 27.5%Female 45.85%Male 54.15%
25-34 33.5%
35-44 15.35%Devices used:
45-54 12.5%Desktop 57% Mobile 36% Tablet 7%
55-64 5.5%
65+ 5.5%
Sessions 15,283 Users 11,670 Page Views 34,847
A big Thank You to our Committee
Members, Chamber staff & Volunteers!
Proceeds Benefit the Charles Paddock Zoo and
other Community Projects
Page 13 of 53
ITEM NUMBER: B-2
DATE: 08/16/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Atascadero Brew Fest Presentation
Request for Event Sponsorship
RECOMMENDATION:
Approve a sponsorship of the 2018 Atascadero Brew Fest in the amount of $7,500.
DISCUSSION:
Matt Dolman, of the Atascadero Brew Fest, is requesting $7,500 to support an event to
be held in the Sunken Gardens of Atascadero. Anticipating approximately 40 breweries
and 650 attendees, this event will take place Saturday, March 24, 2018.
Current estimations are that 25 percent (25%) of attendees will be from outside the
area. To achieve the goal of attracting attendees from outside the area, the event plans
to run ads in industry, travel, and special interest publications. Total event support
would be utilized to purchase ads outside of SLO County and to support a brewer’s
reception. Additionally, the event plans to utilize cross marketing through online and
social media outlets.
FISCAL IMPACT (GL 2802):
The requested sponsorship is for $7,500 in budgeted FY 2017/18 Event Support
program funds (GL 2802).
ATTACHMENTS:
1.ATBID Event Sponsorship Application
2.Atascadero Brew Fest Presentation
3.Atascadero Brew Fest Budget
Page 14 of 53
2
Event Support Application Form
Please fill out all information below in detail. Following this application is an event
checklist, be sure to provide proof of all documents, approvals and services listed at
least two weeks prior to event. No sponsorship funding will be awarded until proof of
items listed on event checklist are provided.
Requesting Organization: _______________________________________________
Contact: _________________________ Phone Number: _______________________
Email: ____________________________ Mailing Address: ____________________
City, State, Zip: ________________________________________________________
Name of Event: ________________________________________________________
Event Location/s: ______________________________________________________
Event Description: _____________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Event Dates/Times: _____________________________________________________
Event Website: ________________________________________________________
Total Anticipated Attendees: ________ % From Outside SLO County: ___________
Is the this the first year the event will take place? Yes No
If this event has taken place previously, please provide historical data including
attendance numbers: __________________________________________________
ITEM NUMBER: A-2
DATE: 04/19/17
ATTACHMENT: 1
Page 15 of 53
3
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
How will the event be advertised? What resources will be used to advertise? What
geographic locations will be targeted? ____________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Crowd Control Safety Plan:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Describe event parking details (including use of shuttles or buses:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Will there be security guards? Yes No If so, how many?_____________
Will the event need an ABC Permit? Yes No
Has a City permit been issued for your event or have contracted the venue for
your event date? Yes No
Support Requested (desired monetary amount or in-kind marketing support): _______
______________________________________________________________________
ITEM NUMBER: A-2
DATE: 04/19/17
ATTACHMENT: 1
Page 16 of 53
4
Describe how the event support Visit Atascadero’s mission and goals :
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
***Please include a detailed event budget and feel free to attach
additional information for consideration.
***You must submit copies of required documents at least two weeks
prior to event. No sponsorship funding will be awarded until proof of
items listed on checklist are provided. The Atascadero TBID Board
reserves the right to withdraw funding if the appropriate documents
are not obtained for the event.
Applicant Signature __________________________________________
ITEM NUMBER: A-2
DATE: 04/19/17
ATTACHMENT: 1
Page 17 of 53
8/4/17
1
Central Coast Craft Beer Fest
Event Support Proposal
Prepared for
Atascadero Tourism Board Improvement District
August 16, 2017
by Central Coast Brewers Consortium
Matt Dolman, Treasurer
matt@dolmanassociates.com
Central Coast Brewers Consortium
•Mission
–Increase awareness by educating consumers about
the California Central Coast’s influence on local craft
beer
•About
–www.centralcoastbeertrail.com
–Current membership – 36 Breweries, 42 locations
–Established 2013
–Monterey, San Luis Obispo, Sta Barbara, Ventura
Counties
2
Page 18 of 53
8/4/17
2
Central Coast Beer Week
Fri. Mar 23rd –Sun. Apr 1st, 2018
•Brewers Reception –TBD Atascadero location
–6:00-8:00pm Fri, Mar 23rd, 2018
•Central Coast Craft Beer Fest -Sunken Gardens
–12:00-4:00pm Sat, Mar 24th, 2018
–Forty (40) Member Breweries
–Ten (10) Guest Breweries
–Two (2) Cideries
–Five (5) Wineries
–Music, activities, food and retail vendors
3
Ticket Summary
4
Page 19 of 53
8/4/17
3
5
Craft on the Central Coast
Budget -Tickets
Saturday, March 24th, 2018
Conservative Stretch Goal
# Tkts Price ($)$# Tkts Price ($)$
Craft on the Central Coast
Advance ticket sales
Gen Admission (4 hrs)
Early Bird 80 25 2,000 80 25 2,000
Advance 300 35 10,500 400 35 14,000
Local Hotel Package 20 25 500 20 25 500
Brewers Discount 10 25 250 20 25 500
Radio/Promo Comps 30 --40 --
Giveaways 20 --30 --
-----
At-the-door sales
Gen Admission (4 hrs) 200 45 9,000 300 45 13,500
Total 660 $ 22,250 890 $ 30,500
Budget Summary
6
Page 20 of 53
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4
7
Craft on the Central Coast
Budget Summary
Saturday, March 24th, 2018
Conservative Stretch Goal
Revenue
Ticket sales (net of fees & returns)19,423$ 26,618$
Sponsorship 10,250 11,500
In-kind sponsorship 3,270 3,470
Other 875 1,225
Total revenue 33,818 42,813
Expenses
Permits and facilites 3,885 4,065
Vendor/supplier contract services 2,630 2,630
Supplies 3,752 3,927
Beverages 6,680 6,680
Administrative 3,850 4,850
Charitable 1,000 1,000
Marketing/promotions 6,100 6,700
Friday - Brewers Reception 2,500 3,500
Entertainment 600 600
Total expenses 30,997 33,952
Net proceeds 2,820$ 8,861$
8.3%20.7%
Atascadero Tourism Board
Improvement District (ATBID)
•Requested Support
–$7,500 for advertising and brewers reception
–Cross marketing online/social media
•With the support of the ATBID, CCBC will be able to do thefollowing
–Promote the Visit Atascadero mission by bringing 650+ peopleinto the city for the festival, approx 25% from outside of SLOCounty
–A brewers reception the evening before the festival willencourage brewery reps to spend the Friday evening inAtascadero with potential overnight stays
•75% of participating breweries are outside SLO County, 65% are 2+hrs away
8
Page 21 of 53
8/4/17
5
Atascadero Tourism Board
Improvement District (ATBID)
–With a late March event, Daylight Savings will
have begun and visitors will have more daylight to
explore local attractions and merchants before
and after the event.
–Support from the ATBID will aid in the creation of
a solid, professional event for the inaugural year.
With room to grow and community support, this
event will continue to grow and should be self
sufficient within three (3) years.
9
Atascadero Tourism Board
Improvement District (ATBID)
–CCBC will seek out partnerships with local lodging
to offer packages deals to attendees encourage
additional stays.
–CCBC will use Eventbrite for online ticketing to
enable capture of attendee demographics, as well
as geographic location
10
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8/4/17
6
Questions?
11
Page 23 of 53
Craft on the Central Coast
Budget Summary
Saturday, March 24th, 2018
Conservative Stretch Goal
Revenue
Ticket sales (net of fees & returns)19,423$26,618$
Sponsorship 10,250 11,500
In‐kind sponsorship 3,270 3,470
Other 875 1,225
Total revenue 33,818 42,813
Expenses
Permits and facilites 3,885 4,065
Vendor/supplier contract services 2,630 2,630
Supplies 3,752 3,927
Beverages 6,680 6,680
Administrative 3,850 4,850
Charitable 1,000 1,000
Marketing/promotions 6,100 6,700
Friday ‐ Brewers Reception 2,500 3,500
Entertainment 600 600
Total expenses 30,997 33,952
Net proceeds 2,820$8,861$
8.3%20.7%
2017
Page 1
Page 24 of 53
Craft on the Central Coast Budget ‐ TicketsSaturday, March 24th, 2018# Tkts Price ($) $# Tkts Price ($) $Craft on the Central Coast Advance ticket salesGen Admission (4 hrs)Early Bird80 25 2,000 80 25 2,000 Advance300 35 10,500 400 35 14,000 Local Hotel Package20 25 500 20 25 500Brewers Discount10 25 250 20 25 500Radio/Promo Comps30 ‐ ‐40 ‐ ‐Giveaways20 ‐ ‐30 ‐ ‐‐ ‐ ‐‐ ‐At‐the‐door salesGen Admission (4 hrs) 200 45 9,000 300 45 13,500 Total 660 22,250$ 890 30,500$ ConservativeStretch Goal2 of 5 Page 25 of 53
Craft on the Central Coast
Budget ‐ Revenue Detail
Saturday, March 24th, 2018
Conservative Stretch Goal
Revenue
Ticket sales
General admission (4 hrs) (250 min, 450 max, including vendors)
Early Bird 2,000$2,000$
Advance 10,500 14,000
Local Hotel Package 500 500
Brewers Discount 250 500
Eventbrite
Admin fees (0.99/tkt + 2.5% of tkt price)(588) (791)
CC Processing (3% of tkt price)(338) (450)
Subtotal advance ticket sales 12,324 15,759
At‐the‐door ticket sales
Eventbrite 9,000 13,500
CC Processing (3% of tkt price)(270) (405)
Subtotal at‐the‐door ticket sales 8,730 13,095
Total ticket sales net of fees and returns, before sales tax 21,054 28,854
Sales tax ‐ Atascadero 7.75%(1,632) (2,236)
Total ticket sales net of fees and returns 19,423 26,618
Sponsorship
Name Description
Booth rentals ‐ $250 ‐ 1st yr 50%, Returning 2nd yr 50% ($250* 50%=$125)
Food vendors 4 500 500
Retail vendors 6 750 750Retail vendors 6 750 750
Non‐profits No charge, limited to volunteer orgs ‐ ‐
Sponsors
Title $10,000 ‐ ‐
ATBID Sponsor $7,000 7,500 7,500
Glass sponsor $1,500 1,000 1,500
Stage sponsor $750 250 750
Wristband sponsor $500 250 500
Total Sponsorship 10,250 11,500
In‐kind sponsorship
Venue City of Atascadero IK 2,500 2,500
Craft beer centric media IK 300 500
Waste/Recycling Dumpsters IK 300 300
T‐shirt supplier IK 170 170
TBA ‐ ‐
Total In‐kind sponsorship 3,270 3,470
Other
Pre‐sale t‐shirts $35 each (Qty 15, 25, 35)875 1,225
TBA Merch ‐ ‐
Total other 875 1,225
Total revenue 33,818 42,813
Page 3
Page 26 of 53
Craft on the Central Coast
Budget ‐Expense Detail
Saturday, March 24th, 2018
Expenses Conservative Stretch Goal
Permits and Facilities
ABC Permit 25$ 25$
ABC Training n/a ‐‐
Emergency Medical/Ambulance n/a ‐‐
Fire Dept. Permit TBA ‐‐
Fire Marshall Fees TBA ‐‐
Health Department/County n/a ‐‐
Host Venue Security Deposit n/a 500 500
Host Venue Site Rental Fees n/a IK 1,700 1,700
Parking ‐ Public lots n/a IK 200 200
Permits/City/County Costs n/a IK 150 150
Police Services Permit IK 50 50
Security Security (11‐5; 5/7/8 @ 6 hrs @ $30/hr)1,260 1,440
Subtotal Permits and Facilities 3,885 4,065
Vendor/Supplier Contract Services
Janitorial Services staff/volunteers ‐‐
Sanitation
Chemical Toilets/Handwash Stations (incl containment kits)10 300 300
ADA Toilets 2 200 200
Gray water containers n/a ‐‐
Waste/Recycling Dumpsters ‐ n/a IK 300 300
Traffic Control Equipment n/a ‐‐
Metal Barricades 4 each ‐estimated 130 130
Net Fencing n/a IK 400 400
Venue Equipment Rentals ‐ 60 tables/two pop‐ups/stage 1,300 1,300
Subtotal Vendor/Supplier Contract Services 2,630 2,630
Supplies
Beer Booth Supplies
dump bucket (60)US Plastic Corp 120 120
pitchers with rinse water Dollar Tree +shipping 45 45
Station kits (supplies for each statin/a ‐‐
First aid kits 100 100
Credential Wristbands Admit One (attendee/staff minimums)300 300
Drinking Water TBA IK 300 300
Ice SB Ice & Propane 805‐335‐2500 ‐ 1800lbs ice 500 500
Imprinted Glassware 5oz styrene pilsner cup ‐ 835 ea, single color 1,020 1,020
Jockey Boxes n/a ‐‐
Misc supplies TBA ‐‐
Radio Rentals 20 sets 250 250
Trash Liners Trashbags and cardboard "cans"IK ‐‐
T‐shirts for sale 438 613
T‐Shirts (staff/volunteer) TBA ‐ T‐shirts on Tap ‐ 680 680
Subtotal Supplies 3,752 3,927
Page 4
Page 27 of 53
Expenses Conservative Stretch Goal
Beverages
Beer 2 @ 1/6bbls or equiv Assume 40 breweries @ $140 5,600 5,600
Beer 2 @ 1/6bbls or equiv Assume 10 guest breweries @ $0 ‐‐
Cider 2 @ 1/6bbls or equiv Assume 2 cideries @ $140 280 280
Wine2 @ 1/6bbls or equiv Assume 5 wineries @ $140 700 700
Non‐alcoholic 100 100
Subtotal Beverages 6,680 6,680
Administrative
Consulting
Event Management Dolman Associates 2,500 3,500
Insurance TBA ‐ depends on city reqs 900 900
Photographer/videographer n/a 400 400
Postage n/a 50 50
Public/Media Relations n/a ‐‐
Ticket Scanners n/a ‐ use cellphones, download app ‐‐
Subtotal Administrative 3,850 4,850
Charitable
Charity 1 ‐ volunteers 500 500
Charity 2 ‐ volunteers 500 500
Subtotal Charitable 1,000 1,000
Marketing/Promotions
Advertising potential for add'l in‐kind in future ‐‐
Celebrator Beer News 900 900
WestCoaster ‐ SoCal Beer Magazine 750 750
Bloggers/industry websites IK 450 800
Various travel sites 500 750
Facebook ads 500 500
Design logo/website 500 500
Identity & promo materials Internal 600 600
Design posters/postcards Internal 200 200
Brewery social media/online ‐‐
Printing
Banners/Signage directional, 21 & over 150 150
Posters n/a ‐‐
Event Map/Beer Menu hard copy trifold and/or large sign 200 200
Postcards n/a 300 300
Poster/postcard Dist Svcs n/a ‐‐
Radio
TBA 750 750
TBA ‐‐
TBA ‐‐
Social media Addl outside help 300 300
Web Management Internal ‐‐
Subtotal Marketing/Promotions 6,100 6,700
Friday ‐ Brewers Reception
Location T BA 2,500 3,500
Entertainment
Stages ‐ sound Image
Lighting n/a ‐‐
Sound and Production n/a ‐‐
Stage mgrs Volunteer ‐‐
Director n/a ‐‐
Talent/Agent Fees
Entertainment
TBA n/a 300 300
TBA n/a 300 300
TBA n/a
Subtotal Entertainment 600 600
Total expenses 30,997 33,952
Page 5
Page 28 of 53
ITEM NUMBER: B-3
DATE: 08/16/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Z-Day Car Show Presentation to Request Event
Sponsorship
RECOMMENDATION:
Approve a sponsorship of the 2018 Z-Day Car Show in the amount of $7,500.
DISCUSSION:
The second annual Z-Day Car Show was hosted in Atascadero on October 19, 2016.
Following the success of that event, event organizers, SOCALZ, held another Z-Day
Car Show in Atascadero on March 18, 2017. In support of this event, the ATBID Board
awarded a $5,000 Tier 2 event level sponsorship.
A recap of the event impact was presented at the June 21, 2017 Board Meeting.
SOCALZ is currently requesting a $7,500 sponsorship for the Z-Day Car Show event
planned for 2018. It is anticipated that total attendance for the event will be
approximately 600 people with 90 percent (90%) of those attending coming from outside
of SLO County. Currently planned promotion efforts include social media, flyers,
banners, website advertising, and forums.
FISCAL IMPACT (GL 2802):
The requested sponsorship is for $7,500 in the budgeted FY 2017/18 Event Support
program funds (GL 2802).
ATTACHMENT S:
1. ATBID Event Sponsorship Application
Scanned by CamScanner
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Scanned by CamScanner
Page 31 of 53
Scanned by CamScanner
Page 32 of 53
ITEM NUMBER: B-4
DATE: 08/16/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit SLO CAL Tour & Travel Co-Op Opportunities
Presentation
RECOMMENDATION:
Receive and file Visit SLO CAL Tour & Travel Opportunities presentation.
DISCUSSION:
Michael Wambolt, Director of Travel Trade for Visit SLO CAL will provide the ATBID
Board with an overview of the outreach efforts being made to promote county tourism
and the opportunities for ATBID to participate in these efforts. Specific opportunities are
summarized in the attached list of tour and travel opportunities.
This presentation will introduce some opportunities available so the board may
determine, at a future board meeting, if any fit the goals when setting these funds aside.
FISCAL IMPACT :
In the 2017/18 FY budget up to $10,000 was allocated for presence at consumer shows
and up to $8,500 was allocated for participation in tour and travel opportunities. The
current recommendation has no fiscal impact; specific opportunities and their related
costs may be considered at future ATBID Board meetings.
ATTACHMENT S:
1. List of tour and travel opportunities for collaboration with Visit SLO CAL.
Visit SLO CAL
2017-18 Travel Trade Opportunities
Tradeshows
1.CalSae
a.December
b.Sacramento, CA
2.MPI Norther California
a.February
b.San Francisco, CA
3.MPI Sacramento & Sierra Nevada
a.Marsh
b.Sacramento, CA
4.IPW
a.May
b.Denver, CO
Sales Missions
1.VSC Tour and Travel
a.July
b.Los Angeles, CA
2.VSC Meeting and Conference
a.September 26th -28th
b.Bay Area
3.VSC Meeting and Conference
a.February
b.Sacramento, CA
4.VSC Tour and Travel
a.May
b.Los Angeles, CA
Meeting Planner FAM
1.Countywide meeting planner FAM
a.November
b.10-20 meeting planners
Page 34 of 53
ITEM NUMBER: B-5
DATE: 08/16/17
Atascadero Tourism Business Improvement
District
Staff Report – City Manager’s Office
City of Atascadero
Marketing Update &
Marketing Plan 2017-2018
RECOMMENDATIONS:
Receive and file marketing update and new marketing plan.
DISCUSSION:
The City of Atascadero Marketing plan is designed to support a vision and brand that has
been defined as Classic Americana, simply genuine, hometown feel and a “California as
it used to be” experience. The goal of the City’s Marketing plan is to promote both private
and public assets, and events that appeal to local and county residents as well as
encourage visitors who are already here, to “stay, spend and enjoy” our City. The plan is
designed to implement these goals by keeping the City’s businesses and assets top-of-
mind through an ongoing advertising campaign, growing existing events, and establishing
new events that appeal to the target audience.
The marketing update captures what has been accomplished in the last six months as
well as year-over-year for the fiscal 2016-17 timeframe for both the Atascadero Tourism
Business Improvement District (ATBID) and the City.
The City’s update reviews the promotions area and event portfolio. The promotions area
reviews the overall advertising campaign, highlighting what was accomplished January
through June 30, 2017, as well as recapping the fiscal year for 2016-17. The events
portion reviews events that transpired January through June 2017, a summary of events
in 2016-17 and upcoming events from July through December of 2017. A recap of overall
attendance, success metrics and budget details will be provided in the presentation, in
addition to the City’s new marketing plan for 2017-18.
Page 35 of 53
ITEM NUMBER: B-5
DATE: 08/16/17
Promotions Recap:
Ø Television Commercials
o Commercials through KSBY and Charter focused on the Tamale Festival
and “Zoo Happenings” such as Conservation Celebration, Spring Festival
and Brew at the Zoo.
Ø Digital Advertising
o Targeted digital banner ads will continue with three different creative ads
highlighting the Downtown by featuring cider tasting, Historic City Hall, and
the Zoo. The ads are targeted to specific keyword searches, such as zoo,
travel, craft beers, and a variety of other target keywords based on users
search habits on our website, with the same geographic target as defined
in the Search Engine Marketing (SEM) that follows.
o SEM has been ongoing monthly, with the geographic target area of
Northern Santa Barbara County, all of SLO County, Monterey/Salinas, and
the Central Valley. The geography will be tightened up in the new marketing
plan, to only include SLO County and Northern Santa Barbara County, in
an effort to avoid duplicating what ATBID is doing to promote in out of
market areas.
o Local digital ads were published for Tamale Festival and Brew at the Zoo
across sanluisobispo.com, ksby.com and A-Town Daily News/ Paso Press.
Ø Social Media
o Posts occur several times a week, or as-needed, across the Visit
Atascadero website, the City of Atascadero Facebook pages, Instagram
and Twitter for City of Atascadero and the Charles Paddock Zoo.
o Press releases were distributed for City and Zoo events and newsworthy
happenings, which are also posted on the City’s website, Facebook pages,
VisitSLOCounty.com, Atascadero Chamber website, and media event
calendars throughout the county.
Ø Billboards & Bus Signs
o The billboard location at Highway 46/Lost Hills (facing east) was in place
through May 2016. City Billboard panels located off Hwy 101 are in place.
o Interior bus signs inside the Hearst Castle buses are in place and promote
the Zoo, Historic City Hall and the Faces of Freedom Veterans Memorial.
These are in place through August 2017. New creative was installed in
December.
Ø Newspaper Advertising
o Tribune newspaper ads are being utilized to promote the Downtown and
events through event sponsorship. All newspaper ads include additional
digital display ads on www.SanLuisObispo.com.
o Promotional print ads are published in the Tribune Magazines and Special
Sections, i.e., SLO County Visitors Guide, Beach Towns, Mid State Fair
Guide, Living Here). In January, Restaurant Month was promoted in the
newspaper’s Ticket Entertainment section.
o New Times newspaper advertising published to promote the Tamale
Festival and Brew at the Zoo events; and Restaurant Month in January with
a downtown ad in Menu’s magazine.
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ITEM NUMBER: B-5
DATE: 08/16/17
o Ad placements in the Atascadero News have been event specific with
events like Tamale Festival and our local, Farmers Market, running
premium strip ads on the front of the paper.
o Ongoing is our distribution of the Charles Paddock Zoo brochure in the
Certified Rack Displays located in visitor racks throughout SLO hotels and
the Welcome Center in Pismo Beach. Visit Atascadero brochures are
ongoing and will be a part of the ATBID budget in the new fiscal year.
Ø Radio Advertising
o American General Media radio station ads have primarily been used to
highlight event sponsorship. Tamale Festival and Brew at the Zoo aired
across AGM radio networks KJUG, KZOZ & COAST104.5. Liquid Lunch
hosted Brew at the Zoo on the KRUSH 92.5 with Tent City Brewing,
Dunbar and the Zoo to promote the event.
o Grape Encounters airs continuous spots and live promotion on the
Quickbites program on station 92.5, along with commercials supporting the
City. Digital banner ads have also been added on the website for the City.
Ø Other
o Infomercials continue to run on “Visitor TV” in the SLO Airport and in SLO
County Hotels. This will be updated when the new airport is complete.
o Commercials run before the movies at the Galaxy Theatre in Atascadero,
Merced & Tulare for the larger events like Tamale Festival.
o The www.VisitAtascadero.com website was relaunched in December 2016
with a new, remodeled site.
Events:
Ø January through June Event Recap
o Tamale Festival – The 2nd Annual Tamale Festival in Sunken Gardens was
a success with 32 tamale vendors vs. 8 the year before! Attendance
remained the same as the year before with approximately 5-7,000+ people
in attendance. We added margaritas, beer, cider and wineries to the mix
along with the Dancing Horses. The event will continue to grow into 2018.
o Sweetheart Stroll – The City worked with Atascadero Main Street
Association to take on another event to promote the Downtown. This will be
an ongoing event to add to the City’s event portfolio.
o Farmer’s Market – Moved to Sunken Gardens on April 4th! We “sprang into
fresh produce” as the Farmers made their move to the Downtown. Since
then, the market has grown in size and revenue. The City is supporting the
Farmers with Community Days the first Wednesday of each month and
through the summer to continue to encourage people to attend the market.
The “Chef’s Summer Sizzle” will be happening July 5th through August 16th.
o Brew at the Zoo – The 3rd Annual event grew in attendance to 600
attendees vs. 549 the year prior. We will continue to market and grow this
event.
o Other Events: Z-Day California Car Show (March 25th), Chamber Art &
Wine Tours (March 24th; May 12th), Cider Festival (May 13th), Lake Fest (May
20th), and Atascadero Lakeside Wine Festival (June 24th).
Page 37 of 53
ITEM NUMBER: B-5
DATE: 08/16/17
Ø Upcoming Events and Event Ideas:
o Summer Concert Series: June 17th – August 12th
o Farmers Market: NEW Chef’s Summer Sizzle – July 5th – August 16th
o Cruisin’ Weekend: August 18th & 19th
o Movies in the Gardens: August 5th – September 2nd
o Other Event Ideas for 2017: Expand the annual Holiday Lighting event.
Ø Special Events upcoming and in progress:
o SLO Jazz Festival: NEW Fall Fest on November 11, 2017
o Tent City Marathon 2018 (aka: Race Atascadero March 25th)
There will be an oral presentation to review the above information and a report on how
the marketing efforts have performed. There will also be an oral presentation from Verdin
Marketing providing an update on the ATBID Tourism Marketing efforts.
The new marketing plan for fiscal year 2017-18 is provided in this report with an oral
presentation to review the specifics. The updates to both the 2016-17 and the 2017-18
marketing plans are included and report on where the budget is currently.
FISCAL IMPACT: None.
ATTACHMENTS:
1.New Marketing Plan – Fiscal 2017-18; Budget Actuals Fiscal 2016-17.
Page 38 of 53
City of Atascadero
2017-18 Marketing Plan - DRAFT
Executive Summary
The City of Atascadero Marketing Plan is designed to promote the City’s assets and events that appeal
to local and County residents as well as encourage visitors who are already here to stay, spend and
enjoy. The Plan is designed with a focus on local businesses to attract and promote shopping local.
Growth in retail and restaurant sales will help attract more business to the area, which would then
foster economic growth. This Marketing Plan integrates and complements the information from the
Atascadero Tourism & Promotion Game Plan by the Coraggio Group and the Atascadero Tourism
(ATBID) Marketing Plan by Verdin Marketing.
The City’s assets, both private and public, are defined as the Downtown core with historic City Hall,
Galaxy Theater, Charles Paddock Zoo, Faces of Freedom Veterans Memorial, Atascadero Lake Park,
Pavilion on the Lake, A-Town Skate Park and Chalk Mountain Golf Course. These assets complement
our key selling points being a value destination, easy access to beaches and near the Paso Robles
Wine Country as well as being the only Zoo on the Central Coast.
Target Audience
Visitors, Local residents, SLO County residents
Geographic Market Specific to City’s Marketing Plan
Ø Local & County Residents
Ø Tourists visiting our area
Ø Outer Market target defined in the ATBID Marketing Plan and goal designed to
attract people from out of the area to come, sleep and spend.
Behavioral Target
Ø Market to Local and County residents across all ages, families, active retirees, children.
Ø Follows Atascadero ATBID Marketing Plan defined as families, culinary connoisseurs,
leisure seekers and outdoor enthusiasts.
Unique Selling Proposition
We have previously defined Atascadero in both the Coraggio Group Ten Year Vision and in the Verdin
Marketing Creative Brief as follows:
Atascadero is a beautiful and authentic city of outdoor recreation, culinary adventures, and welcoming
hospitality. It’s a safe place where the arts and history thrive, and the diversity of experience, generosity
Page 39 of 53
of spirit, and small-town ambiance are here to be enjoyed by visitors and residents alike. – by City
Council at 8/31/14 Strategic Planning Session with Coraggio Group
Atascadero is California as it used to be. With classic roots, Atascadero is a traditional American town
that offers authentic experiences with a blend of affordability and access to family friendly activities. –
by Verdin Marketing
In Summary, Atascadero’s Unique Selling Proposition (USP):
Atascadero is a classic American, family friendly town offering something for the whole family to
enjoy from community events to historic attractions, a Veteran’s memorial, A-Town Skate Park and
the Charles Paddock Zoo. Atascadero is known for warm summer evenings where locals can enjoy
coming together for picnicking, playing horseshoes or a game of cornhole, potunk or bocchee ball,
walking around the Lake, hiking, golfing, biking and horseback riding.
Downtown Atascadero offers a growing craft brewery, cider and specialty spirits scene, along with
fabulous food from surrounding restaurants. Take a stroll through the beautiful Sunken Gardens
which is home to the historic City Hall that is surrounded by angel fountains that complement the
architectural era of the structure. Nearby your walk will take you to the newest movie theater in the
County, the Galaxy Theater.
Marketing Strategy
Goals
1.Keep the City’s businesses and assets top-of-mind through an ongoing advertising plan that spans
the year to local and County residents and visitors to our area.
2.Continue to establish new events and grow existing events that appeal to local and County residents
as well as attract visitors.
3.Continually measure the success of the Marketing Plan through website growth, Sales Tax, TOT
revenues and increase of social media followers
Objectives
Objective #1: Develop two main advertising campaigns for the 2017-18 fiscal year. One with a
downtown focus highlighting the City’s businesses and things to do in Atascadero. One with a
Charles Paddock Zoo focus. Both campaigns designed to keep Atascadero top of mind and
appeal to local and County residents, as well as visitors while they are in our market.
Promotion Plan
Annual and on-going promotion of the City of Atascadero Businesses & Assets. Assets are defined as: Charles
Paddock Zoo, Chalk Mountain Golf Course, Faces of Freedom, City Hall, Downtown, Galaxy Theater, A-town
Skate Park, Pavilion on the Lake, Atascadero Lake Park. Themed promotions would apply to some of the
tactics to promote local businesses and shopping local.
Promotion Tactics
Page 40 of 53
Ø Broadcast TV Combo with KSBY/ KCOY ~ tailored to promote Key Events and to stay top of mind in
the County with City assets and promoting our local businesses.
Ø Outdoor Advertising -
o Outdoor advertising captures people as they are outside the home and on–the-go in public
places. It provides reach and exposure to travelers coming into our market to be top-of-mind
with things to do as well as while they are in our market as a reminder to what we have to offer
§Billboards in feeder markets: King City/ Salinas Corridor and/ or Santa Maria Corridor
& consider Transit billboards inside Hearst Castle Busses and SLO County airport that
markets to tourism as well as local residents.
§Update panels of six Atascadero billboards – keeps our City’s assets top-of-mind while
travelers are in our market and to local/County residents as a reminder of things to do.
Ø Digital Media
Focus on growing website traffic across VisitAtascadero.com and Atascadero.org reaching consumers
living in San Luis Obispo County as well as looking to plan a trip to San Luis Obispo County. Integrates
with the Atascadero ATBID Marketing Plan that includes digital and social media.
o SEM & RETARGETING Contextual/Search/Site (4 months) ~
§Zip Code Targeted: SLO County, Northern Santa Barbara County & South Monterey
County; SEM to be used as asset (Zoo) and event targeted.
§Keywords can include City businesses and assets including the microbrew & specialty
drinks scene plus coastal, culinary and historical to encourage visits to Atascadero so
visitors stay and spend
§Reputation Management provides an email database from SEM that can be used for
newsletters and marketing efforts.
o E-Marketing 100,000 emails (6 email drops)
§Targets desired audience and geography depending on the event or promotion. For
instance, if we only want Cal Poly for Brew at the Zoo, we can send out that promotion to
specific zip codes. If we want to promote Buy Local, we can e-blast to defined recipient
that is a local resident, between ages of 25-40 and likes to golf, etc.
o Sponsored Content – Specific opportunity to tell our story and showcase our businesses, the
Zoo, City Hall, and the Downtown. Compliments retargeting efforts with content targeting.
Ø Social Media
o Work on introducing Twitter, Foursquare & Google+ to City’s Social Media platform to assist in
getting the word out.
o Continually post with event information on City’s Facebook page.
o Establish a Social Media Calendar.
Ø Print
o Magazines – Focus on Assets with magazines that have solid reach and in-market focus like
Access’s Quarterly Visitors Guide and work on sharing advertising expenses with ATBID on
magazines that have multi-market distribution, like Vintages.
o Newspapers – local & daily newspapers for reach and frequency of community events.
Ø Giveaways – Permission to work with radio stations and other media to provide necessary giveaways
to help promotion efforts (i.e., Radio remote includes 4 family packs of 4 tickets to the Zoo)
Ø Right Angle Inc.: Uncorked and Quick Bites Grape Encounters Radio Show
o Provides focused content to promote events across SLO County (92.5 The KRUSH Wine Radio),
Santa Maria, Bakersfield and Fresno
Page 41 of 53
o Provides exposure across 60 US markets
Ø Certified Brochure Distribution
o Welcome Centers have a strong presence across the State and provide an excellent outlet to
provide content in the form of personal travel advice and increase the length of stay and spend.
Increased footprint to feeder markets that are traveling our direction. Expanded distribution
includes Monterey Bay Welcome Center, San Jose Airport and Santa Barbara Airport added to
existing SLO County area hotels and Pismo Beach, Oxnard and Merced Welcome Centers.
Page 42 of 53
Objective #2: Special Event Sponsorship Program to assist our growth efforts to attract events
to Atascadero.
o Atascadero would be an option for current events, traveling shows, and as a location to expand
existing events. Special Event examples:
§Attract from other areas (i.e., Quilt Show)
§Expand events held across the County to add our City (i.e., Festival Mosaic)
§Attract traveling shows (i.e., Cheerleading competitions, Cactus show)
o Implement Special Event Criteria.
o Establish consistent Sponsorship criteria where possible, especially with our media partners.
Objective #3: Develop and implement Event portfolio to grow and expand existing events and
establish new events based on market trends and interest.
Following recaps how our events are classified:
Ø Tier1: Large Signature Events (1-2 night stay)
Ø Tier 2: Signature Event (overnight stay)
Ø Tier 3: Single Day Event
Event Plan
Tier 1 Events: Large Signature Events (1-2 Night Hotel Stay) - Identify existing trademark events
that have the potential and interest to expand to a longer weekend stay for visitors and that encourage
local and County residents to participate. Work with ATBID on Event ideas.
o Hot El Camino Cruise Nite & Car Show Weekend – introduce “Dancing in the Streets” to
promote a grand event on Saturday night that people will stay to enjoy. Coordinate with Main
Street Association and Mid State Cruizers Car Club.
o SAVOR Adventure Tour & Main Event – New and engaging event in store from the Bristol
Cider Adventure Tour to an interactive booth at the Main Event to highlight local culinary
offerings unique to our city - cider, microbreweries, lavender, local restaurants, etc.
o Atascadero Lakeside Wine Festival – promoting the evening wine tasting event combined
with Sunday “Fun-Day” activities at the individual wineries to encourage festival attendees to
visit local wineries the day after the wine festival and extend their stay.
Tier 2 Events: Signature Events -Expand existing events and introduce new events to offer more
activities that increases interest and participation both locally and across the County.
o Colony Days – working with committee to add “Tent City After Dark” event which will
highlight local brewery scene & add dancing to extend celebration of Colony Days.
o Winter Wonderland – New for the City this year, this family event was created and
established by our Main Street Assn., and we are working to continue an event enjoyed by
families both locally and across the County with over 15,000 in attendance.
o Holiday Lighting – grow from a lighting of the Sunken Gardens trees and expand it to a
hospitality night type of event with merchants offering hot cider and sweets to encourage local
residents to start your shopping early.
Page 43 of 53
Tier 3 Events: Single Day Events - consider events that have an established trend in other markets
and make sense to introduce to our market. Idea is to encourage growth to an overnight stay.
o Brew at the Zoo Event – Spring 2016, April 30th
o Food Truck Event – One day trial event in the fall with a plan to be weekly in the summer
“Food Mania Mondays” or “Food Truck Fridays”
o Taste of Home – Cooking Evening, local eats, features local celebrity chefs.
o Trading Day or Flea Market
o Art in the Park
o Tamale Festival
Community “Locals Favorite” Events – Typically promoted through PR Tactics with press releases,
mailings, flyer distribution and targeted print, radio and online advertising. Defined as follows:
o Seasonal Events
§Tuesday’s BBQ in the Park; Movies in the Gardens; Summer Concert series at
the Atascadero Lake Bandstand mid June through August.
o One-time Events:
§60th Anniversary Celebration of the Zoo
§Lighting Up of Historic City Hall
Event Tactics
•Work on ongoing Public Relations Plan per event.
•Promote event with assistance of sponsorship revenue. Potential revenue not reflected in
the event expenses.
•Advertise in Traditional media (print, radio & TV) and digital based on the type of event
(i.e., If Brew at the Zoo – Cal Poly’s Mustang Daily News and Radio promo with 92.5 the
KRUSH Combo) Event expense includes advertising.
Objective #4: Outreach to merchants, Atascadero Chamber of Commerce, Atascadero Main
Street to work together on promotions that focus on shopping local.
•Restaurant Promotions
o Themed promotions - Restaurant Month, Greyhound Month, Health Month, etc.
•Local Retail ~ Shop Local Focus
o Buy Local Promotions - Frequent Visitor Card, Passport Weekends, etc.
•Business Focused Events – Designed to drive traffic to Atascadero
o Event ideas: Food Truck event, Art in the Park, Date Night, Farmers Market (move to a different
location ~ Atascadero Lake Park or Sunken Gardens), Taco Day on Traffic Way, etc.
Page 44 of 53
Objective #5: Establish measurement metrics for promotions, events and a combination of the
two that gauge the success of our promotions.
•Websites - Utilize information from our current website traffic on www.visitatascadero.com,
www.atascadero.org and www.charlespaddockzoo.org as a benchmark to gauge success with our
Marketing Plan to see growth in traffic with page views, unique visitors and bounce rate;
•Zoo - Utilize the Zoo’s zip code information to understand where people are visiting from and use
attendance figures to gauge success with a consistent marketing effort to grow Zoo attendance. (i.e., in
August, 3,400 visitors were in County and 2,000 were out of the area).
•Transient Occupancy Tax (TOT) to gauge increase in hotel stays year over year. This will be off until
Springhill Suites Marriott come upon its one year anniversary in June/ July.
•Sales Tax to gauge increase across different business categories. Specific categories: Restaurants &
Retail Categories contingent upon authorization to release.
•Colony Park Community Center Increase in participation of sign ups to the variety of activities
•Pavilion on the Lake – growth in weddings and events and website traffic.
•Community feedback with the Chamber’s Business Walk, Main Street Association, Traffic Way
Business Group Meetings. Increase in visitor activity with Chamber insight and travel brochure
activity.
Page 45 of 53
City of Atascadero Marketing Plan 2015-16
Budget Details – DRAFT (July 1-June 30, 2016)
Event Budget Details
Includes minimal level of advertising based on event needs. Advertising includes traditional media with print
and radio as well as digital and social media. Event budget does not include sponsors that offset expenses.
Charles Paddock Zoo:
o One time: 60th Anniversary $ 1,500
o Brew at the Zoo – Spring 2016 (Date TBD)$10,000
SAVOR $10,000
Winter Wonderland Event - December 11th $20,000
Food Truck Event (Annual) $10,000
Hot El Camino Cruise Saturday Evening Event $10,000
Taste of Home - Cooking Event $10,000
Miscellaneous Event Ideas (Trading Days; Art in the Park) $10,000
Reactive Event Costs (i.e., Antique Show) $10,000
Total Event Costs $91,500
Promotion Budget Details
Ø Broadcast TV (KSBY/ KCOY)$15,000
(Promotes Shop Local/ City assets/ events/ seasonal/ includes online - 6 months)
Ø Digital Media $10,500
Ø Outdoor Advertising $26,000
Ø Print/ Newspapers & Magazines (Vintages, Visitors Guide) $ 6,000
Ø Certified Brochure Distribution & Printing $12,000
Ø Right Angle Inc.: Uncorked and Quick Bites Grape Encounters Radio Show $16,500
Ø VERDIN COSTS - branding + graphics fees $17,500
Ø CITY HALL TOURS – Staff for Saturday $ 5,000
Total Promotions Costs $108,500
TOTAL Event & Promotions Estimate: $200,000
*Amount does not consider offset of sponsorship dollars, ticket revenues, etc.
Page 46 of 53
-DRAFT-
City of Atascadero Special Event Sponsorship Criteria
Present through June 30, 2016
The purpose of establishing Special Event Sponsorship Criteria is to be able to attract a variety of events and
travel shows to the City. These events might already be established with another location in the County; would
have an interest to add an event to our City that would be new; or bring media value that reaches a
considerable amount of people in and outside the County. The venue would be offered as part of the value of
the sponsorship program being considered.
Special Event Sponsorship Guidelines
To be able to qualify for sponsorship, the event would need to follow certain criteria for consideration.
Following are the Sponsorship criteria:
Ø New and emerging events may be considered based on these criteria:
o Regional appeal.
o National or Tourism appeal.
o Event has promotional ability:
§Secured marketing funds to promote event that provides exposure.
•Requires measureable media exposure with City logo. Includes City logo on
event website, mention and/or logo in brochures; logo identification and
mention in print and online banner ads.
§Other sponsors
o Potential for growth and sustainability.
Ø If the event qualifies, the City would provide the following as part of the sponsorship:
o Venue of choice (i.e., The Pavilion, Sunken Gardens, Atascadero Lake Bandstand).
o City Press Release to promote the even to the Media for Editorial exposure.
If the special event does not meet the above guidelines, we would provide the regular Rental Rates that apply
to the venue being considered for the inquiring organization.
Any questions or interest in our Special Event Sponsorship Program, please call Terrie Banish (805) 470-3490.
Page 47 of 53
ITEM NUMBER: B-6
DATE: 08/16/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report – Verdin Marketing
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file July marketing statistics report.
DISCUSSION:
As the month of July approached, new creative was launched to specifically target both
millennials and families. Even with the planned lower advertising budget during the
summer months, these ads performed well and the millennial focused ad outperformed
the family-focused. As both ads are making an impact, the recommendation is to
continue running both ads.
The July eNewsletter promoted a plethora of summer activities to the consumers on the
ATBID email contact list of nearly 4,000 people.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.July Statistics Summary
Page 48 of 53
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
JULY STAT SUMMARY
ATASCADERO TBID
August 1, 2017
WEB ANALYTICS (2016 V. 2017)
WEBSITE TRAFFIC
Website Visits: 9,063 v. 6,035
Mobile Visits: 5,761 v. 4,064
Desktop Visits: 2,699 v. 1,486
Total Unique Visitors: 6,660 v.
4,708
PPV (Page Per Visit): 1.62 v. 2.15
TOS (Time on Site): 0:59 v. 1:12
ACQUISITION
Total Site Traffic: 9,063
v. 6,035
Organic: 2,474 v. 2,354
Direct: 1,758 v. 1,939
Social: 2,330 v. 915
Referrals: 2,385 v. 792
PAGE VIEWS
Home Page: 4,237 v.
2,246
Things To Do: 1,642 v.
2,245
Events: 1,567 v. 1,011
GEOGRAPHIC REFERRALS
San Francisco: 668 v. 767
Atascadero: 676 v. 736
Los Angeles: 1,321 v. 669
Fresno: 306 v. 335
Bakersfield: 989 v. 290
TOP REFERRING URLS
lm.facebook.com: 1,954 v. 575
atascadero.org: 424 v. 370
m.facebook.com: 261 v. 236
visitsanluisobispocounty.com: 96 v.
111
adspreview.simpli.fi: 1,037 v. 65
SOCIAL MEDIA ANALYTICS (June V. July)
SOCIAL MEDIA
Facebook Fans: 5,465 v. 5,490
Facebook Referrals: 933 v. 885
Total Impressions: 439,445 v. 216,675
New Instagram Followers: 30 v. 32
Instagram Followers YTD: 813
Instagram Referrals: 6 v. 15
New Twitter Followers: 2 v. 4
Twitter Mentions: 0 v. 1
Twitter Referrals: 0 v. 0
Retweets: 4 v. 1
Page 49 of 53
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The July e-newsletter went out on Tuesday, July 11th and featured information on general summer
activities, the Farmer’s Market, Movies in the Gardens, Cruisin’ Weekend, and the Art & Wine Tour.
The newsletter is performing slightly below the industry average.
3,965 Recipients
13% Open Rate (Industry Average is 16%)
1% Click Through Rate (Industry Average is 1.8%)
E-NEWSLETTER ANALYTICS
FACEBOOK
In late June, new creative was launched targeting both millennials and families. The first full month of these
ads performed well based on the lowered summer budget, with the millennial ad out performing the family
ad somewhat. We would recommend continuing to run both ads even while the millennial ad is
outperforming the family ad.
Millennial Campaign Results:
Total Impressions: 101,815 Total Clicks: 1,859
CTR: 1.83% Actions (including likes, shares, comments): 1,867
Families Campaign Results:
Total Impressions: 50,641 Total Clicks: 773
CTR: 1.53% Actions (including likes, shares, comments): 713
Total July Results (including social posts):
Total Impressions: 163,226 Total Clicks: 2,649
CTR: 2.01% Actions (including likes, shares, comments): 3,161
Page 50 of 53
ITEM NUMBER: B-7
DATE: 08/16/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report – Big Red Marketing
Monthly Budget Report
RECOMMENDATION:
Receive and file June budget report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of July 31, 2017.
Big Red Marketing’s final payment for this year was included in June thus two retainer
payments are reflected in a single month. The total spent is within the budgeted amount
for this support area and contract.
While some budgeted areas came in slightly above budget, savings were achieved in
other areas. Overall, total spending activity throughout the year is less than budgeted. A
final budget of actuals will be presented in the coming months following confirmation
and finalization of all figures from the City’s Finance Department.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
Page 51 of 53
GL #Notes
REVENUE PROJECTIONS July August September October November December January February March April May June
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 $51,000.00 $245,183.00 Based on figures from City finance
1200 Fund Balance From FY 2015/2016 329,849.00$ Figure not final until fiscal year is closed by City Finance
1300 Investment Earnings 2,110.00$
Total 577,142.00$
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 $5,000 30,000.00$ 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$ 1,918.58$ 13,327.48$ 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$ 127.00$ 17,927.10$ 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$ 79.00$ 3,023.68$ 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$ 1,693.70$ 23,202.90$ 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$ 1,125.52$ 46,230.13$ 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$ 206.60$ 3,783.00$ 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$ 812.68$ 96.60$ 199.60$ 5,000.88$ 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$ 10,350.00$ 224,697.80$ 249,070.00$
3001 Cash Reserves 24,900.00$ 10% of total budget
Contingency $303,172.00
4001 Contingency Fund (unallocated)2,699.80$ 2,699.80$ $300,472.20
TOTAL Budget $552,242.00
ATBID 2016/17 Proposed BUDGETED P&L
Page 52 of 53
8/4/17
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL BUDGETED 2016-2017 BUDGETED
2014-2015 2015-2016 2015-2016 through 06/30/17 2016-2017
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 183,030$ 245,138$ 186,690$
46110.0000 Investment Earnings 2,068 5,458 2,690 - 2,110
Total Revenue 164,104 246,536 185,720 245,138 188,800
EXPENSES
6050000 Office Expense -$ 5,164$ 2,000$ -$ 2,200$
6070000 Advertising 3,450 86,914 85,000 87,325 90,000
6400000 Operating Supplies - 1,217 90 5 -
6500000 Contract Services 26,173 105,314 149,910 138,324 155,000
6600000 Professional Development - - - 425 -
6740000 Business Development - 5,000 5,000 - -
6900000 Administration 1,620 2,411 1,830 2,451 1,870
Total Expenses 31,243 206,020 243,830 228,529 249,070
NET INCOME/(LOSS)132,861 40,516 (58,110) 16,608 (60,270)
BEGINNING AVAILABLE BALANCE 156,472 289,333 278,800 329,849 220,690
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 220,690$ 346,457$ 160,420$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
Page 53 of 53