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Home My WebLink AboutTBID_2017-09-20_ AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, September 20, 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 Vacant APPROVAL OF AGENDA: PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address the Board on any matter not on this agenda and over which the Board has jurisdiction. Speakers are limited to three minutes. Please state your name for the record before making your presentation. The Board may take action to direct the staff to place a matter of business on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless changed by the Board. A. CONSENT CALENDAR 1. ATBID Draft Action Minutes – August 16, 2017 • Recommendation: Approve the Draft Action Minutes of August 16, 2017. [Big Red Marketing] 2. ATBID Board Vacancy • Recommendations: 1. Receive and file resignation for Board Member Jiten Patel. [Big Red Marketing] 2. Accept lodging owner nomination meeting for November 15, 2017 at 2:00 p.m. at City Hall, Room 106. [Big Red Marketing] B. BUSINESS ITEMS 1. 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. Page 1 of 29 2. Videography Proposal • Recommendations: 1. Board recommend City to approve a contract with Juice Wine Marketing for Visit Atascadero brand videos in an amount not to exceed $11,600. [Big Red Marketing] 2. Board recommend to the City to approve a Change Order for the “Out of Scope” amount, not to exceed $5,500, with Verdin Marketing to add videography coordination. [Big Red Marketing] • Fiscal Impact (GL 2301): Up to $17,100. 3. Appointment of ATBID Board Member to Visit SLO CAL Board • Recommendation: Board nominate and recommend to City Council for appointment, a representative from the ATBID Board to serve on the Visit SLO CAL Tourism Board. [City Manager’s Office] • Fiscal Impact: None. 4. Destination Management Services Contract • Recommendation: Board to discuss and provide direction regarding monthly retainer for six-month extension of Big Red Marketing contract services. [Big Red Marketing] • Fiscal Impact (GL 2201): Potential increase of $3,000. 5. Monthly Marketing Statistics Summary • Recommendation: Receive and file August Marketing Statistics Report. [Verdin Marketing] • Fiscal Impact: None. 6. Monthly Budget Report • Recommendation: Receive and file July Budget Report. [Big Red Marketing] • Fiscal Impact: None. 7. ATBID 2017/2018 Budget • Recommendation: Approve updated budget document 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 $630,430. The City of Atascadero has approved an expenditure of $379,610. C. UPDATES 1. Short-term Rentals/ Host Compliance Update – City Manager’s Office 2. City Business Updates – City Manager’s Office 3. Marketing Committee Update – Big Red Marketing D. BOARD MEMBER COMMENTS E. ADJOURNMENT Page 2 of 29 Atascadero Tourism Business Improvement District (ATBID) WELCOME TO THE ATBID MEETING The ATBID Advisory Board meets in regular session on the third Wednesday of each month at 2:30 p.m. Board meetings will be held at the Atascadero City Hall, 6500 Palma Avenue, Atascadero. Matters are considered by the Advisory Board in the order of the printed Agenda. Copies of the staff reports or other documentation relating to each item of business referred to on the Agenda are on file in the office of the City Clerk and are available for public inspection during City Hall business hours at the Atascadero City Hall, 6500 Palma Avenue, Atascadero, and on our website, www.atascadero.org. All documents submitted by the public during Advisory Board meetings that are either read into the record or referred to in their statement will be noted in the minutes and available for review in the City Clerk's office. In compliance with the Americans with Disabilities Act, if you need special assistance to participate in a City meeting or other services offered by this City, please contact the City Manager’s Office or the City Clerk’s Office, both at (805) 470 -3400. Notification at least 48 hours prior to the meeting or time when services are needed will assist the City staff in assuring that reasonable arrangements can be made to provide accessibility to the meeting or service. TO SPEAK ON SUBJECTS NOT LISTED ON THE AGENDA Under the Agenda item, “PUBLIC COMMENT”, the Chairperson will call for anyone from the audience wishing to speak concerning any item not on the Agenda to approach the lectern and be recognized. 1. Give your name for the record (not required) 2. State the nature of your business. 3. All comments are limited to 3 minutes. 4. All comments should be made to the Chairperson and Advisory Board. 5. No person shall be permitted to make slanderous, profane or negative personal remarks concerning any other individual, absent or present. This is the time items not on the Agenda may be brought to the Advisory Board’s attention. A maximum of 30 minutes will be allowed for PUBLIC COMMENT (unless changed by the Advisory Board). If you wish to use a computer presentation to support your comments, you must notify the City Clerk's office at least 24 hours prior to the meeting. Digital presentations must be brought to the meeting on a USB drive or CD. You are required to submit to the City Clerk a printed copy of your presentation for the record. Please check in with the City Clerk before the meeting begins to announce your presence and turn in your printed copy. TO SPEAK ON AGENDA ITEMS (from Title 2, Chapter 1 of the Atascadero Municipal Code) Members of the audience may speak on any item on the agenda. The Chairperson will identify the subject, staff will give their report, and the Advisory Board will ask questions of staff. The Chairperson will announce when the public comment period is open and will request anyone interested to address the Advisory Board regarding the matter being considered to step up to the lectern. If you wish to speak for, against or comment in any way: 1. You must approach the lectern and be recognized by the Chairperson 2. Give your name (not required) 3. Make your statement 4. All comments should be made to the Chairperson and Advisory Board 5. No person shall be permitted to make slanderous, profane or negative personal remarks concerning any other individual, absent or present 6. All comments limited to 3 minutes The Chairperson will announce when the public comment period is closed, and thereafter, no further public comments will be heard by the Advisory Board. Page 3 of 29 ITEM NUMBER: A-1 DATE: 09/20/17 Atascadero TBID August 16, 2017 Page 1 of 4 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT ACTION MINUTES Wednesday, August 16, 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 2:33 p.m. ROLL CALL: Present: Board Members O’Malley, Dawson, Vice Chairperson Alexander, and Chairperson Sohi Board Member Patel arrived at 2:48 p.m. 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 4:0 by a roll-call vote. PUBLIC COMMENT: None. A. CONSENT CALENDAR 1. ATBID Draft Action Minutes – July 19, 2017 • Recommendation: Approve the Draft Action Minutes of July 19, 2017. [Big Red Marketing] Page 4 of 29 ITEM NUMBER: A-1 DATE: 09/20/17 Atascadero TBID August 16, 2017 Page 2 of 4 MOTION: By Board Member O’Malley and seconded by Board Member Dawson to approve the consent calendar. Motion passed 4:0 by a roll-call vote. 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. Jenae Walters from the Atascadero Chamber of Commerce gave the report and answered questions from the Board. Atascadero Chamber of Commerce President/CEO Linda Hendy also answered Board questions. Public Comment: None. The Atascadero Lakeside Wine Festival Recap was received and filed by the Board. 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. Matt Dolman from Central Coast Brewers Consortium gave a presentation to request event sponsorship for the 2018 Atascadero Brew Fest and answered questions from the board. Public Comment: Speaking from the Public: Linda Hendy. MOTION: By Board Member O’Malley and seconded by Board Member Patel to approve: 1) A sponsorship of the 2018 Atascadero Brew Fest in the amount of $7,500 to support the Brewer’s Reception and out-of-county marketing. 2) Approve a sponsorship of the 2019 Atascadero Brew Fest in the amount of $5,000 to support out-of-county marketing, pending the presentation of the 2018 event results. Motion passed 5:0 by a roll-call vote. 3. Z-Day Car Show Presentation to Request Event Sponsorship Page 5 of 29 ITEM NUMBER: A-1 DATE: 09/20/17 Atascadero TBID August 16, 2017 Page 3 of 4 • Recommendation: Approve a sponsorship of the 2018 Z-Day Car Show in the amount of $7,500. [SOCALZ] • Fiscal Impact (GL 2802): $7,500. Staff noted that a conference call was not set up with Tony Anaya from SLOCALZ. Item removed from the agenda to be brought back at the September Board Meeting. Board Member O'Malley left the meeting at 3:28 p.m. 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. Michael Wambolt from Visit SLO CAL gave the presentation and answered questions from the Board. Public Comment: None. The Visit SLO Cal Tour & Travel Co-Op Opportunities Presentation was received and filed by the Board. 5. City of Atascadero Marketing Plan Presentation • Recommendation: Receive and file City of Atascadero Marketing Plan presentation. [City Manager’s Office] • Fiscal Impact: None. Deputy City Manager/Outreach, Promotions, Events Terrie Banish gave the presentation (Exhibit A) and answered questions from the Board. Public Comment: None. The City of Atascadero Marketing Plan Presentation was received and filed by the Board. 6. Monthly Marketing Statistics Summary • Recommendation: Receive and file July Marketing Statistics Report. [Verdin Marketing] • Fiscal Impact: None. Marketing Consultant Stephanie Sawyer gave the presentation, handed out a draft version of the new Visitor Guide (Exhibit B) and answered questions from the Board. Public Comment: None. The Monthly Marketing Statistics Summary was received and filed by the Board. Page 6 of 29 ITEM NUMBER: A-1 DATE: 09/20/17 Atascadero TBID August 16, 2017 Page 4 of 4 7. Monthly Budget Report • Recommendation: Receive and file June Budget Report. [Big Red Marketing] • Fiscal Impact: None. Destination Management Consultant Amanda Diefenderfer gave the presentation and answered questions from the Board. Public Comment: None. The Monthly Budget Report was received and filed by the Board. C. UPDATES 1. Short-term Rentals/Host Compliance Update – Deputy City Manager Banish confirmed notification letters went out and follow-up is taking place. 2. City Business Updates – Deputy City Manager Banish provided an update on upcoming events. 3. Marketing Committee Update – Destination Management Consultant Diefenderfer recapped the last Marketing Committee meeting. D. BOARD MEMBER COMMENTS Chairperson Sohi questioned the monthly retainer rate for Big Red Marketing. He requested the Board bring back for review the current rate versus the rate requested when the contract was discussed at the May 17, 2017 meeting. There was Board consensus to add the topic to the September agenda for discussion and clarification. E. ADJOURNMENT Chairperson Sohi adjourned the meeting at 4:42 p.m. MINUTES PREPARED BY: Amanda Diefenderfer, Destination Management Consultant Exhibit A – City of Atascadero Marketing Plan Presentation provided by Deputy City Manager Banish Exhibit B – Draft version of the new Visitor Guide provided by Marketing Consultant Stephanie Sawyer APPROVED: Page 7 of 29 ITEM NUMBER: A-2 DATE: 09/20/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report ATBID Board Vacancy RECOMMENDATIONS: 1. Receive and file resignation for Board Member Jiten Patel. 2. Accept lodging owner nomination meeting for November 15, 2017 at 2:00 p.m. at City Hall, Room 106. DISCUSSION: Board Member Jiten Patel submitted a formal resignation letter on September 6, 2017. Staff will move forward to fill vacancy according the process below. The ATBID Advisory Board will be appointed by the City Council, following a nomination process facilitated by the Lodging Businesses. The current Advisory Board will mail a letter to each Lodging Business in the ATBID announcing the vacant ATBID Advisory Board seat, outlining the schedule of the nomination process and requesting nominations for the Board from such Lodging Businesses. At the noticed meeting on November 15, 2017 the ATBID will facilitate a nomination process whereby any business owners meeting the qualification may be nominated for a seat on the Board. The persons receiving the most votes will be deemed to have won the nomination. ATTACHMENTS: 1. Resignation letter from Jiten Patel Page 8 of 29 9/6/2017 Mail - aott@bigredmktg.com https://outlook.office.com/owa/?realm=bigredmktg.com&exsvurl=1&ll-cc=1033&modurl=0&path=/mail/inbox 1/1 Advisor y Board for the Atascadero Tourism Business Improvement District; resignation Dear Terrie, The purpose of this letter is to advise you of my resignation from the Atascadero Tourism Business Improvement District (ATBID) Board of Directors. Serving with each of you on ATBID has been both an honor and a privilege. I will resign my position on the Board effective immediately. My resignation follows the sale of the Best Western Plus Colony Inn Aatscadero, which closed escrow with new ownership August 31, 2017. As I reflect on the past 26 years of working and serving as a board member of various local organizations, I realize it has been one of the most uplifting experiences of my life. I was fortunate to work with a great team as we developed and implemented the ATBID, and we accomplished a great deal together. I am very proud of where the organization is now and where they are headed. Thank you for allowing me to work with you, the ATBID and the City of Atascadero. Most importantly, I thank you for the wonderful journey of challenges and accomplishment throughout the ATBID progression and allowing me to be a part of building our community. I wish everyone well. JP Patel Vice President of Operations Lotus Management Inc. A: 6030 Hellyer Avenue, Suite 150, San Jose, CA 95138 T: 805.466.4449 M: 805.391.0151 F: 805.466.2119 W: www.lotusmgmtinc.com Privileged And Confidential Communication. This electronic transmission, and any documents attached hereto, (a) are protected by the Electronic Communications Privacy Act (18 USC §§ 2510-2521), (b) may contain confidential and/or legally privileged information, and (c) are for the sole use of the intended recipient named above. If you have received this electronic message in error, please notify the sender and delete the electronic message. Any disclosure, copying, distribution, or use of the contents of the information received in error is strictly prohibited. Jiten Patel <jp@lotusmgmtinc.com> Wed 9/6/2017 11:02 AM To:Terrie Banish <tbanish@atascadero.org>; Cc:Ashlee Akers <ashlee@verdinmarketing.com>; Stephanie Sawyer <stephanies@verdinmarketing.com>; Angelica Ottman <aott@bigredmktg.com>; Amanda Diefenderfer <adief@bigredmktg.com>; Page 9 of 29 ITEM NUMBER: B-1 DATE: 09/20/17 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 ATBID Board awarded a $5,000 Tier 2 event level sponsorship to SoCalZ at the October 19, 2016 board meeting. The first Z-Day Car Show was hosted in Atascadero on Saturday, March 18 and generated a lot of interest and excitement. 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). ATTACHMENTS: 1. ATBID Event Sponsorship Application Page 10 of 29 Scanned by CamScanner Page 11 of 29 Scanned by CamScanner Page 12 of 29 Scanned by CamScanner Page 13 of 29 ITEM NUMBER: B-2 DATE: 09/20/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Videography Proposal RECOMMENDATIONS: 1. Board recommend City to approve a contract with Juice Wine Marketing for Visit Atascadero brand videos in an amount not to exceed $11,600. 2. Board recommend to the City to approve a Change Order for the “Out of Scope” amount, not to exceed $5,500, with Verdin Marketing to add videography coordination. DISCUSSION: The ATBID Marketing Committee requested proposals from local videographers for a few videos in varied length that will highlight Atascadero through film. The committee reviewed proposals, costs and sample videos at the August Marketing Committee meeting. The following vendors were considered: On the Road with Jo, Stories Told by Film, Red Canary, Tristian Twisselman and Juice Wine Marketing. After consideration, Juice Wine Marketing was selected by the committee as the top contender based on availability, brand compatibility and sample material submitted. Additionally, Verdin Marketing has submitted a proposal to assist with location and vendor coordination, art direction and concept development, project coordination, and assistance for a two-day shoot. This proposal would be an amendment to Verdin Marketing’s current scope of work. The cost of the increase scope of work is up to $5,500. FISCAL IMPACT (GL 2301): $17,100. Juice Wine Marketing’s videography cost is $11,600 and Verdin’s videography coordination cost is $5,500. ATTACHMENT S: 1. Juice Videography Proposal 2. Verdin Videography Coordination Proposal JUICE WINE MARKETING, LLC. MAILING ADDRESS 409 Calle Alto St Paso Robles, CA 93446 PHONE 805.226.5588 EMAIL dina@hellojuice.com WEB hellojuice.com ESTIMATE & PROPOSAL 2 SHOOTS DATE   August 10, 2017 TO Angelica Ottman  Amanda Diefenderfer  Big Red Marketing  PO Box 14907  San Luis Obispo, CA     PROJECT OUTLINE: BRAND VIDEO(S) FOR VISIT ATASCADERO DESCRIPTION POST PRODUCTION: Editorial of 60-90 sec minute brand video.   Estimating 3 editorial days @ $800/day. Includes simple, non-animated graphic logo treatment. Additional editorial hours billed at $100/hr. $2400 ADDITIONAL EDITORIAL FOR 2 X :30 and 3 x :15 sec cutdown videos. Estimating 2 days @ $800/day. $1600 ORIGINAL MUSIC TRACKS - Approx. 2 (Range $69 - $300/track)included POSTPRODUCTION TOTAL 4,000 GRAND TOTAL $11,600.00 Terms: 50% invoiced to begin job. ($5800.00) Delivery of ﬁrst cuts approx 10 days after shoot, with ﬁnals approx 10 days later (usually 2-3 rounds of revisions.)   Remainder invoiced upon delivery of ﬁrst cuts, and due net 30 days. DESCRIPTION PROJECT MANAGEMENT/CREATIVE DIRECTION, COORDINATING FILMING: 2 full days of filming @ $3,000/day (8 hour days - additional hours beyond billed @$450/hr  Director Dina Mande + crew of 2  Camera Equipment List:  * Canon C300 Mkii, Canon C300, Sony A7sii  * Lens kit, Lighting / Grip package     $6000 CASTING OF MODELS 9 hrs admin/project management @ $100/hr $900 TALENT: Seven models @ $100/per $700 AERIAL CINEMATOGRAPHY - Optional - 1 Sunset included PRODUCTION TOTAL $7,600 Page 15 of 29 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM CUSTOM VIDEOGRAPHY BUDGET BREAKDOWN VISIT ATASCADERO Revised August 9, 2017 Below is a budget breakdown for project management and visual direction for custom videography of a 60-90 second video that can be repurposed to 30 and 15 second spots as needed to promote Visit Atascadero. Production and city permit costs not included. Estimate includes: • Location scouting and vendor coordination • Art direction and concept development including copywriting if necessary (voiceover and/or music would be additional) • All project coordination and day of assistance for a two-day shoot TOTAL AGENCY COST $5,500 Page 16 of 29 ITEM NUMBER: B-3 DATE: 09/20/17 Atascadero Tourism Business Improvement District – Advisory Board Staff Report – City Manager’s Office New Appointment of ATBID Board Member to Visit SLO CAL Board RECOMMENDATION: Board nominate and recommend to City Council for appointment, a representative from the ATBID Board to serve on the Visit SLO CAL Tourism Board. DISCUSSION: On April 29, 2015, the new Visit San Luis Obispo County Tourism Marketing District (VSLOCTMD) created a 15-member Board of Directors. It was defined at that time that the board would be self-elected and strive to ensure that each jurisdiction is represented in approximate proportion to the amount contributed by the lodging business in that jurisdiction. Each Director must be a representative of an assessed lodging business except for the County representative. The nominating committee will recommend a slate to the Board of Directors that ensures diversity of geography and takes into consideration assessment contribution. The Directors will include the following: Ø At least one representative of a lodging business in each jurisdiction Ø One representative each from a vacation rental, bed and breakfast, ad an R.V. Park Ø One representative who is appointed by the County of San Luis Obispo Ø Three at-large members As part of the annual budget process, the VSLOC Board will review all staffing costs including salaries and benefits. VSLOC will also create two new committees that will assist in managing and implementing the TMD funds and programs and communicating with the various jurisdictions. Over the two-year board term, July 1, 2015-June 30, 2017, an assigned ATBID Board member, JP Patel, has served on the Board of Directors for the Visit San Luis Obispo County Tourism Marketing District. In May 2017, the ATBID Board appointed JP Patel Page 17 of 29 ITEM NUMBER: B-3 DATE: 09/20/17 to City Council to serve in that capacity for the upcoming term. On September 6, 2017, Board Member Patel resigned effective immediately from the ATBID Board as he sold his property, The Best Western Colony Inn in Atascadero. To fill the vacancy of Board Member Patel’s resignation, the ATBID Board needs to nominate and recommend a new board member for the current term that runs from July 1, 2017 through June 30, 2019. This recommendation will be forwarded to the City Council for discussion and appointment at the October 10, 2017 City Council meeting. FISCAL IMPACT: None ATTACHMENTS: None Page 18 of 29 ITEM NUMBER: B-4 DATE: 09/20/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Destination Management Services Contract RECOMMENDATION: Board to discuss and provide direction regarding monthly retainer for six-month extension of Big Red Marketing contract services. DISCUSSION: The ATBID board appointed Big Red Marketing in 2015 for support and consulting in destination management services. The overall role of the position consists of working in conjunction with the ATBID, City of Atascadero, the marketing firm of choice, tourism industry partners, and other stakeholders and organizations with a primary focus to include: • Assist in maintaining roles and responsibilities in ATBID communications • Act as administrator to support ATBID and its members in executing the plans and attaining goals, including and not limited to financial growth and laying the groundwork for future success • Guide the organization to develop and implement strategies to increase occupancy consistent with the annual goals and objectives established by the ATBID and its annual marketing plans • Assist in creating ATBID policies and procedures At the May 17, 2017 meeting, the ATBID Board extended the current Big Red Marketing contract for an additional six months beginning July 1, 2017. At the August 16, 2017 ATBID Board meeting, by board consensus, the Board requested to revisit whether the six-month renewal was at the past retainer rate of $2,500 per month or was intended to reflect an increase to a total retainer rate of $3,000 per month as requested in the contract renewal from Big Red Marketing. The Board could choose to not increase the rate, increase for a portion of the six-month extension, or increase for all of the six- month extension. FISCAL IMPACT (GL 2201): Potential increase of $3,000. Page 19 of 29 ITEM NUMBER: B-5 DATE: 09/20/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Monthly Marketing Statistics Summary RECOMMENDATION: Receive and file August Marketing Statistics Report. DISCUSSION: August proved to be a consistent month for what we are seeing in the tourism industry. Quite a few destinations are seeing a drop in website traffic due to the political climate which we must keep in mind as we review our results throughout 2017. The media buy for the month of August also affected the numbers so we are expecting an uptick with the launch of our new fall campaign in September. Some significant highlights are our increase in organic search (people googling keywords linked to our site), pages per visit and time on site. We had a 29% increase in organic search year over year and a 26% increase in pages per visit. This means people are staying on our site longer and engaging with our content. These are great successes we will continue to track as we move into the fall season. FISCAL IMPACT: None. ATTACHMENTS: 1. August Statistics Summary Page 20 of 29 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM AUGUST STAT SUMMARY ATASCADERO TBID September 6, 2017 WEB ANALYTICS (2016 V.2017) WEBSITE TRAFFIC Website Visits: 9,421 v. 7,864 Mobile Visits: 5,996 v. 5,184 Desktop Visits: 2,815 v. 1,940 Total Unique Visitors: 6,881 v. 6,152 PPV (Page Per Visit): 1.61 v. 2.03 TOS (Time on Site): 0:59 v. 1:07 ACQUISITION Organic: 2,748 v. 3,539 Direct: 2,676 v. 2,149 Social: 1,479 v. 1,229 Referral: 2,393 v. 786 PAGE VIEWS Things To Do: 1,472 v. 2,220 Home Page: 3,864 v. 2,082 Events: 2,040 v. 1,753 GEOGRAPHIC REFERRALS Atascadero: 889 v. 1,260 San Francisco: 777 v. 939 Los Angeles: 1,418 v. 854 Paso Robles: 367 v. 578 San Luis Obispo: 245 v. 358 TOP REFERRING URLS m.facebook.com: 263 v. 570 lm.facebook.com: 1,071 v. 478 atascadero.org: 430 v. 318 visitsanluisobispocounty.com: 96 v. 112 sanluisobispo.com: 59 v. 106 SOCIAL MEDIA ANALYTICS (July V. August) SOCIAL MEDIA Facebook Fans: 5,490 v. 5,525 Facebook Referrals: 885 v. 1,215 Total Impressions: 216,675 v. 223,614 New Instagram Followers: 32 v. 17 Instagram Followers YTD: 831 Instagram Referrals: 15 v. 8 New Twitter Followers: 4 v. 7 Twitter Mentions: 1 v. 2 Twitter Referrals: 0 v. 0 Retweets: 2 v. 0 Page 21 of 29 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 ADVERTISING ANALYTICS The August e-newsletter went out on Tuesday, August 10th and featured information on Cruisin’ Weekend, Atascadero’s craft beer scene, Colony Days, the Showdown Cornhole Tournament, Movies in the Garden, and Central Coast Trailrides. 3,932 Recipients 14.9% Open Rate (Industry Average is 16%) 0.9 % Click Through Rate (Industry Average is 1.8%) E -NEWSLETTER ANALYTICS FACEBOOK In late June, new creative was launched targeting both Millennials and Families. These ads completed in August with new video starting September 1. These ads performed 32% better in August over July based on clicks on the ads. Millennial Campaign Results: Total Impressions: 122,879 Total Clicks: 1,801 CTR: 1.47% Actions (including likes, shares, comments): 1,570 Families Campaign Results: Total Impressions: 42,861 Total Clicks: 469 CTR: 1.09% Actions (including likes, shares, comments): 303 Total August Results (including social posts): Total Impressions: 194,077 Total Clicks: 3,507 (+32%) CTR: 1.81% Actions (including likes, shares, comments): 2,594 Page 22 of 29 ITEM NUMBER: B-6 DATE: 09/20/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Monthly Budget Report RECOMMENDATION: Receive and file July 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 July monthly retainer has not yet been processed by the City and should be reflected on the August budget report. The printing and distribution of the Visit Atascadero brochure is a new expense for the ATBID and is categorized under GL code 2304 – Promotional Items & Visit Atascadero Brochure. 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. ATBID Fund Summary 3. TOT Report Page 23 of 29 GL #Notes REVENUE PROJECTIONS July August 1100 2% BID Revenue July 2017 - June 2018 261,250.00$ Awaiting figures from City finance department. Current figures are based on previous year 1200 Estimated Fund Balance from 2016/2017 $365,370 Figure not final until fiscal year is closed by City Finance. Current figure is estimated based on anticipated remaining fiscal year activity. 1300 Investment Earnings 3,810.00$ TOTAL 630,430.00$ Budget Actuals 2017/2018 Proposed Budget 2100 Admin 14,610.00$ 2101 City Admin Fees 2,610.00$ 2102 Office Expense 5,000.00$ 2103 Operating Supplies and misc. expenses 2,000.00$ 2104 Lodging Ordinance Enforcement 5,000.00$ 2200 Contracting Firm Fees 54,000.00$ 2201 Big Red Marketing - Destination Manager 36,000.00$ Per presented scope of work 2202 Verdin Marketing - Marketing Firm 1,011.80$ 18,000.00$ Per presented scope of work 2300 Visual Assets and Branding 71,500.00$ 2301 Photography & Video 20,000.00$ 2302 Creative Services - Verdin Scope 3,632.50$ 28,500.00$ Per presented scope of work 2303 Creative Services - Out of Scope 5,000.00$ 2304 Promotional Items & Visit Atascadero Brochure 8,778.57$ 18,000.00$ 2400 Digital Marketing 28,353.00$ 2401 Website Updates 4,353.00$ Per presented scope of work 2402 Social Media contest hard costs 2,000.00$ 2403 Social Media/Contest Management 1,533.64$ 16,000.00$ Per presented scope of work 2404 E-Newsletter 527.80$ 6,000.00$ Per presented scope of work. Previously combined with GL 2404 2500 Advertising 116,647.00$ 2501 Planned Media Buys 1,276.60$ 60,647.00$ Per presented scope of work less separation of Visitor Guide costs 2502 Reactive Advertising & Co-Ops 50,000.00$ 2503 Verdin Media Retainer 494.60$ 6,000.00$ 2600 Public Relations 11,500.00$ 2601 Group FAM 4,000.00$ 2602 Individual Itineraries 2,500.00$ 2603 PR Retainer & Reactive Planning 282.20$ 5,000.00$ Per presented scope of work 2700 Tour & Travel 23,000.00$ 2701 CCTC Co Op Fams 425.00$ 1,500.00$ 2702 Visit CA Co Op Fams 1,500.00$ 2703 Trade Show 20,000.00$ Verdin's assistance at one trade show and/or tradeshow booth design and hard costs (TBD) 2800 Consumer Outreach 60,000.00$ 2801 Consumer Show Presence 10,000.00$ 2802 Event Support Program 15,000.00$ 50,000.00$ TOTAL EXPENSES 379,610.00$ 3001 Cash Reserves 37,000.00$ 10% of total budget Contingency 4001 Contingency Fund (unallocated)$213,820.00 TOTAL BUDGET 630,430.00$ ATBID 2017/18 Proposed BUDGETED P&L Page 24 of 29 9/7/17 FUND TYPE 235 Special Revenue YTD ACTUAL* ACTUAL ACTUAL ACTUAL*BUDGETED 2017-2018 BUDGETED 2014-2015 2015-2016 2016-2017 2016-2017 through 07/31/17 2017-2018 REVENUES 41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 186,690$ -$ 261,250$ 46110.0000 Investment Earnings 2,068 5,458 - 2,110 - 3,810 Total Revenue 164,104 246,536 267,507 188,800 - 265,060 EXPENSES 6050000 Office Expense -$ 5,164$ -$ 2,200$ -$ 5,000$ 6070000 Advertising 3,450 86,914 91,005 90,000 10,152 95,000 6400000 Operating Supplies - 1,217 120 - - 2,000 6500000 Contract Services 26,173 105,314 138,414 155,000 22,385 275,000 6600000 Professional Development - - 425 - 425 - 6740000 Business Development - 5,000 - - - - 6900000 Administration 1,620 2,411 2,675 1,870 - 2,610 Total Expenses 31,243 206,020 232,639 249,070 32,963 379,610 NET INCOME/(LOSS)132,861 40,516 34,868 (60,270) (32,963) (114,550) BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 220,690 364,717 365,370 ENDING AVAILABLE BALANCE 289,333$ 329,849$ 364,717$ 160,420$ 331,754$ 250,820$ *Actual numbers are unaudited, not yet finalized and are subject to change Atascadero Tourism Business Improvement District (ATBID) Fund Page 25 of 29 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$ 399,564.75$ 1,337,528.22$ Fiscal Year 2018 Page 26 of 29 ITEM NUMBER: B-7 DATE: 09/20/17 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report ATBID 2017/2018 Budget RECOMMENDATION: Approve updated budget document 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. The City of Atascadero provided projected revenues, expenses and balances which have been accounted for and included in the finalized budget. Big Red Marketing and Verdin 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 approved the contract renewals on May 17, 2017. 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, as well as, the addition of a trade show expenditure. The administrative costs have increased per the budget that was presented and approved at the June 27, 2017 City of Atascadero City Council Meeting. Also, a new budget item entitled “Lodging Ordinance Enforcement” was added as requested by the Board to cover costs incurred from 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. Page 27 of 29 ITEM NUMBER: B-7 DATE: 09/20/17 FISCAL IMPACT: Total revenue for all ATBID funds including previous fund balance is budgeted at $630,430. The City of Atascadero has approved an expenditure of $379,610. ATTACHMENTS: 1. ATBID 2017/2018 Budget Page 28 of 29 GL #Notes REVENUE PROJECTIONS 1100 2% BID Revenue July 2017 - June 2018 261,250.00$ Awaiting figures from City finance department. Current figures are based on previous year 1200 Estimated Fund Balance from 2016/2017 $365,370 Figure not final until fiscal year is closed by City Finance. Current figure is estimated based on anticipated remaining fiscal year activity. 1300 Investment Earnings 3,810.00$ TOTAL 630,430.00$ Budget 2016/2017 Budget Reference 2017/2018 Proposed Budget % of Total Budget 2100 Admin 2,820.00$ 14,610.00$ 2.32% 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$ 8.57% 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$ 71,500.00$ 11.34% 2301 Photography & Video 7,500.00$ 20,000.00$ 2302 Creative Services - Verdin Scope 20,000.00$ 28,500.00$ Per presented scope of work 2303 Creative Services - Out of Scope 5,000.00$ 2304 Promotional Items & Visit Atascadero Brochure 18,000.00$ 2400 Digital Marketing 63,800.00$ 28,353.00$ 4.50% 2401 Website Updates 38,000.00$ 4,353.00$ 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$ 116,647.00$ 18.50% 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$ 50,000.00$ 2503 Verdin Media Retainer 3,000.00$ 6,000.00$ 2600 Public Relations 9,500.00$ 11,500.00$ 1.82% 2601 Group FAM 3,000.00$ 4,000.00$ 2602 Individual Itineraries 1,500.00$ 2,500.00$ 2603 PR Retainer & Reactive Planning 5,000.00$ 5,000.00$ Per presented scope of work 2700 Tour & Travel 3,000.00$ 23,000.00$ 3.65% 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 -$ 20,000.00$ Verdin's assistance at one trade show and/or tradeshow booth design and hard costs (TBD) 2800 Consumer Outreach 27,750.00$ 60,000.00$ 9.52% 2801 Consumer Show Presence 2,750.00$ 10,000.00$ 2802 Event Support Program 25,000.00$ 50,000.00$ TOTAL EXPENSES 249,070.00$ 379,610.00$ 3001 Cash Reserves 24,900.00$ 37,000.00$ 6%10% of total budget Contingency 4001 Contingency Fund (unallocated)$244,679.00 $213,820.00 33.92% TOTAL BUDGET 630,430.00$ ATBID 2017/18 Proposed BUDGETED P&L Page 29 of 29