HomeMy WebLinkAboutTBID_2017-10-18_Agenda PacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, October 18, 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 – September 20, 2017
•Recommendation: Approve the Draft Action Minutes of September 20, 2017.
[Big Red Marketing]
2.ATBID Draft Action Minutes – September 25, 2017 Special Meeting
•Recommendation: Approve the Draft Action Minutes of September 25, 2017
Special Meeting. [Big Red Marketing]
B.BUSINESS ITEMS
1.Wine Speak Presentation to Request Event Sponsorship
•Recommendation: Discuss and provide staff direction on potential sponsorship
of Wine Speak. [Rossi Foundation]
•Fiscal Impact (GL 2802): None.
2.Marketing Committee Expenditure Authorization
•Recommendation: Discuss and provide staff direction on marketing committee
expenditure limit authorization. [Big Red Marketing]
•Fiscal Impact: None.
3.Monthly Marketing Statistics Summary
•Recommendation: Receive and file September Marketing Statistics
Report. [Verdin Marketing]
•Fiscal Impact: None.
4.Monthly Budget Report
•Recommendation: Receive and file August Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
C. UPDATES
1.Short-term Rentals/ Host Compliance Update – City Manager’s Office
2.Destination Management Update – Big Red Marketing
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 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.
ITEM NUMBER: A-1
DATE: 10/18/17
Atascadero TBID
September 20, 2017
Page 1 of 5
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, September 20, 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 2:39 p.m.
ROLL CALL:
Present: Board Member O’Malley, Vice Chairperson Alexander, and
Chairperson Sohi
Absent: Board Member Dawson
Staff Present: Destination Management Consultant Amanda Diefenderfer,
Destination Management Consultant Angelica Ottman, Marketing
Consultant Stephanie Sawyer, and Deputy City Manager/Outreach,
Promotions, Events Terrie Banish
APPROVAL OF AGENDA:
MOTION: By Vice Chairperson Alexander and seconded by Board
Member O’Malley to approve the agenda.
Motion passed 3:0 by a roll-call vote.
PUBLIC COMMENT:
None.
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – August 16, 2017
• Recommendation: Approve the Draft Action Minutes of August 16, 2017. [Big
Red Marketing]
ITEM NUMBER: A-1
DATE: 10/18/17
Atascadero TBID
September 20, 2017
Page 2 of 5
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]
MOTION: By Board Member O’Malley and seconded by Chairperson
Sohi to approve the consent calendar.
Motion passed 3:0 by a roll-call vote.
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.
Tony Anaya from SOLCCALZ gave the presentation and answered questions from the
Board. Anaya discussed moving the date from March 17, 2018 to March 10, 2018.
Public Comment: Annie Weyrich
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve a sponsorship of the 2018 Z-Day Car
Show in the amount of $7,500, contingent upon submission of
marketing materials and the event being moved to March 10,
2018.
Motion passed 2:1 by a roll-call vote. Chairperson Sohi voted
no.
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.
Destination Management Consultant Ottman gave the presentation. Marketing
Consultant Sawyer answered questions from the Board.
Public Comment: Annie Weyrich.
ITEM NUMBER: A-1
DATE: 10/18/17
Atascadero TBID
September 20, 2017
Page 3 of 5
MOTION: By Board Member O’Malley and seconded by Chairperson
Sohi to:
1) Recommend City to approve a contract with Juice Wine
Marketing for Visit Atascadero Brand videos in an amount
not to exceed $11,600.
2) Recommend to City to approve a Change Order for the
“Out of Scope” amount, not to exceed $5,500, with Verdin
Marketing to add videography coordination.
Motion passed 3:0 by a roll-call vote.
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.
Deputy City Manager Banish gave the presentation. Chairperson Sohi, Board Member
O’Malley and Destination Management Consultant Diefenderfer answered questions
from the Board.
Public Comment: Linda Hendy.
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to nominate and recommend to City Council both
Board Member O’Malley and Chairperson Sohi for appointment
to the Visit SLO CAL Board.
Motion passed 3:0 by a roll-call vote.
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.
Destination Management Consultant Diefenderfer gave the presentation. Destination
Management Consultant Diefenderfer and Deputy City Manager Banish answered
questions from the board.
Public Comment: None.
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve monetary increase to the current Big
Red Marketing contract by $500 a month dating back to July 1,
2017.
Motion passed 3:0 by a roll-call vote.
ITEM NUMBER: A-1
DATE: 10/18/17
Atascadero TBID
September 20, 2017
Page 4 of 5
5. Monthly Marketing Statistics Summary
• Recommendation: Receive and file August Marketing Statistics Report.
[Verdin Marketing]
• Fiscal Impact: None.
Marketing Consultant Sawyer gave the presentation and answered questions from the
Board.
Public Comment: None.
The Monthly Marketing Statistics Summary
was received and filed by the Board.
6. Monthly Budget Report
• Recommendation: Receive and file July Budget Report. [Big Red Marketing]
• Fiscal Impact: None.
Board discussed Item #B6 and Item #B7 together, see below.
Following the completion of the discussion of agenda Item #B6 and
Item #B7, the Monthly Budget Report was received and filed by the
Board.
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.
Deputy City Manager Banish gave the presentation for Item #B6 and Item #B7. Deputy
City Manager Banish and Destination Management Consultant Diefenderfer answered
questions from the board.
Public Comment: Jessica Sohi.
Chairperson Sohi recessed the meeting at 3:47 p.m.
Chairperson Sohi reconvened the meeting with everyone in attendance at 3:53
p.m.
MOTION: By Board Member O’Malley and seconded by Chairperson
Sohi to approve updated budget document for the 2017/2018
fiscal year.
Motion passed 3:0 by a roll-call vote.
ITEM NUMBER: A-1
DATE: 10/18/17
Atascadero TBID
September 20, 2017
Page 5 of 5
C. UPDATES
1. Short-term Rentals/Host Compliance Update – Deputy City Manager Banish
handed out a listing showing progress of short-term rental code enforcement.
2. City Business Updates – Deputy City Manager Banish provided an update on
upcoming events, business developments and City marketing efforts.
3. Marketing Committee Update – Destination Management Consultant Ottman
recapped the last Marketing Committee meeting .
D. BOARD MEMBER COMMENTS
None.
E. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 5:01 p.m.
MINUTES PREPARED BY:
Amanda Diefenderfer, Destination Management Consultant
APPROVED:
ITEM NUMBER:A-2
DATE: 10/18/17
Atascadero TBID
September 25, 2017
Page 1 of 2
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
SPECIAL MEETING AGENDA
Monday, September 25, 2017 at 11:00 A.M.
Atascadero City Hall - 6500 Palma Avenue, Room 306
Atascadero, California
CALL TO ORDER:
Chairperson Sohi called the meeting to order at 11:01 a.m.
ROLL CALL:
Present: Board Member Dawson, Board Member O’Malley, Vice
Chairperson Alexander, and Chairperson Sohi
Absent: None
Staff Present: Destination Management Consultant Amanda Diefenderfer,
Destination Management Consultant Angelica Ottman, Marketing
Consultant Stephanie Sawyer, Marketing Consultant Ashlee Akers
and Deputy City Manager/Outreach, Promotions, Events Terrie
Banish
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.
BUSINESS ITEMS
1.Opportunity for Exposure Through Visit SLO CAL SAVOR Exhibitor Space
at the San Diego Bay Wine & Food Festival
•Recommendation:
1.Board approve reservation of destination presence with Visit SLO CAL
for presence and exposure through Visit SLO CAL SAVOR exhibitor
space at San Diego Bay Wine & Food Festival in the amount of
$3,000. [Big Red Marketing]
Page 9 of 35
ITEM NUMBER:A-2
DATE: 10/18/17
Atascadero TBID
September 25, 2017
Page 2 of 2
2.Board approve expenditure of up to $3,000 in additional costs
associated with participation. [Big Red Marketing]
•Fiscal Impact (GL 2801): Up to $6,000.
Destination Management Consultant Angelica Ottman gave the presentation and
answered questions from the board.
Public Comment: Jackie Meisinger.
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve:
1)Reservation of destination presence with Visit SLO CAL for
presence and exposure through Visit SLO CAL Savor
exhibitor space at San Diego Bay Wine & Food Festival in
the amount of $3,000.
2)Expenditure of up to $4,000 in additional costs associated
with participation.
Motion passed 4:0 by a roll-call vote.
D.BOARD MEMBER COMMENTS
None.
E.ADJOURNMENT
Chairperson Sohi adjourned the meeting at 11:15 a.m.
MINUTES PREPARED BY:
Amanda Diefenderfer, Destination Management Consultant
APPROVED:
Page 10 of 35
ITEM NUMBER: B-1
DATE: 10/18/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Wine Speak Presentation to Request Event Sponsorship
RECOMMENDATION:
Discuss and provide staff direction on potential sponsorship of Wine Speak.
DISCUSSION:
Wine Speak “Paso Robles” is a premiere event that will connect top sommeliers, local
wine industry leaders and area hospitality employees for an intensive educational
journey designed to benefit the entire region.
Hosted by famed master sommelier Chuck Furuya and steered by fellow master
sommeliers and visiting winemakers, Wine Speak “Paso Robles” will span three
illuminating days of comparative tastings, panel discussions, wine service training and
winery tours.
The mission of Wine Speak is to target the highest-level key influencers in the wine
business including sommeliers, trade and media, and frontline hospitality in the local
community. This mid-week January event will be held in Atascadero at multiple venues
and attended by an estimated 900 guests.
The $10,000 sponsor benefits include partnership advertising which incorporates the
Visit Atascadero logo on all pages of the website. Additionally, passes for Wine Speak
events are included as a sponsor benefit.
In assessing how this event aligns with the tiers of the ATBID Event Support Guidelines ,
the estimated 40% of out-of-county visitors and anticipated two-night stay of attendees
wou ld qualify this event as Tier 1; however, the estimated attendance of 900 falls within
Tier 2. Tier 1 attendance requires 3,000 or more attendees. The ATBID has agreed to
support Tier 2 events with up to $7,500 and Tier 1 events with up to $15,000.
Following discussion and direction to staff at October 18, 2017 Board Meeting, staff will
present a recommendation at November 15, 2017 ATBID Board Meeting.
ITEM NUMBER: B-1
DATE: 10/18/17
FISCAL IMPACT (GL 2802):
None. The requested sponsorship is for $10,000 in the budgeted FY 2017/18 Event
Support program funds (GL 2802).
ATTACHMENT S:
1. Wine Speak Event Support Application
2. Wine Speak Overview
3. Wine Speak Program
B-1ITEM NUMBER:
D ATE:
ATTACHMENT:
10/18/17
1
Page 13 of 35
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
1
Page 14 of 35
B-1
10/18/17
1
ITEM NUMBER:
D ATE:
ATTACHMENT:
B-1
10/18/17
1
Page 15 of 35
Visit Atascadero
Attention: Amanda Diefenderfer & Terrie Banish
6904 El Camino Real
Atascadero, CA 93422
9.26.17
Dear Amanda & Terrie,
Thank you for taking time to consider partnering with Wine Speak. This document should serve as a
summary for the upcoming event, identifying needs within our wine community, as well as a recommended
partnership opportunity for Visit Atascadero. I have also included an outline of the actual event for reference.
The mission of Wine Speak, is multifaceted: 1. targeting the highest level key influencers in the wine
business: Somms, trade and media and 2. Frontline hospitality in our community. We believe that by developing
relationships with these key influencers we will be able to spread the message our region exponentially faster!
Lastly, if we can teach and train “the front lines” of our hospitality service, we will impress and win the highest-level
customers who will return again and again.
This mid week January event will be held in Atascadero in multiple venues. We estimate that there will be
over 900 attendees.
This partnership opportunity was carefully crafted, taking the mission statement and vision of the Visit
Atascadero into careful consideration. Rest assured that your partnership dollars will be spent on direct expenses
for this event. You should also know that all participants and several others have generously donated their time.
Thank you for your consideration, I look forward to answering any questions you or your board of directors
may have.
Sincerely,
Amanda Wittstrom Higgins
Co Founder (Mainland)
C: 805 440 9766
22720 El Camino Real Santa Margarita CA 93453
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
2
Page 16 of 35
About Wine Speak Paso Robles
Wine Speak “Paso Robles” is a premiere event that connects top sommeliers, local wine industry
leaders and area hospitality employees for an intensive educational journey designed to benefit
our entire region.
Join us as we come together for the common goal of taking the Paso Robles wine experience to
new heights.
Our Experts
Wine Speak “Paso Robles” will be led by famed Master Sommelier Chuck Furuya of Hawaii.
Chuck is a longtime proponent of Paso Robles wine, and his knowledge of the region runs deep.
He is tapping into his global network of leading sommeliers and winemakers to help create a
spectacular event.
The result is a one-of-a-kind opportunity for all involved to learn from some of the industry’s
most accomplished experts.
The Need:
Paso Robles is increasingly attracting affluent and informed wine tourists who are drawn by our
growing reputation for world-class wines.
However, a reputation for quality wines can only take us so far. In order to compete with other
elite wine regions in matters of hospitality and tourism, we need to bridge the current gap
between wine quality and wine service.
**A “Secret Shopper” study recently conducted by the PRWCA confirmed that we are collectively
falling short in matters of wine knowledge, experience and service. This is a critical issue that
could impact our standing in the world of California wine tourism.
The Solution:
Wine Speak Paso Robles is the first event of its kind specifically dedicated to meeting this need.
This event will teach our people how to deliver first-class wine service and knowledge—and how
to tell the story of Paso Robles as it relates to the larger global wine landscape.
Not only will this event benefit our local hospitality professionals; it will also touch key
influencers who can become vocal ambassadors for our region.
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
2
Page 17 of 35
Event Highlights
Wine Speak Paso Robles spans three days of tastings, seminars and more, including:
•“ABCs for Winery Tasting Room Staffs and Restaurant Servers” – A master course in wine
service.
•“Aloha Service” – Insights into the celebrated hospitality culture of Hawaiian Airlines, led
d by a senior executive at Hawaiian Airlines, Renee Awana Managing Director, Product
Development.
•“Comparative Syrah and Cabernet Sauvignon Tastings and Seminars” – Intensive tastings
of these two top varieties grown here in Paso Robles and around the world.
•“So, You Want to Be A Wine Professional…” – A session designed to inspire the next
generation of prospective local sommeliers, and wine professionals.
•“Taste of Paso Robles” – A walkaround tasting hosted by 25 top Paso Robles wineries and
leading local chefs.
All-Star Panelists
Wine Speak Paso Robles will be steered by an all-star cast of panelists, including:
•Chuck Furuya, M.S./Partner DK Restaurants (Honolulu, Hawaii)
•Fred Dame M.S.Former Chairman of the Court of Master Sommeliers
•Mark Shishido, Wine Director, Alan Wong’s Restaurant
•Nunzio Alioto, M.S. Former Chairman of the Court of Master Sommeliers—world wide
•Serge Carlei, Carlei Wines (Victoria, Australia)
•Bruce Neyers Neyers Winery (Napa Valley, California)
•Greg Harrington of Gramercy Cellars (Walla Walla, Washington)
•Matt Dees, Jonata, (Ballard Canyon, California)
•Mike Sinor, Ancient Peaks Winery (Santa Margarita Ranch, Paso Robles, California)
•Tyler Thomas, Star Lane (Happy Canyon, California)
•Renee Awana, Hawaiian Airlines, Managing Director, Product Development
•Justin Smith, Saxum Winery, Owner (Paso Robles, California)
•Amanda Wittstrom Higgins, Ancient Peaks Winery, VP of Operations (Santa Margarita
Ranch, Paso Robles, California)
•Maeve Pesquera, Daou Vineyard and Winery, Sr Vice President (Paso Robles, California)
•Jason Haas, Tablas Creek Vineyard, GM, Partner (Paso Robles, California)
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
2
Page 18 of 35
What This Event Means to You
Your community is built upon the economic prosperity of our region, which is largely driven by
agriculture, hospitality and tourism.
Wine Speak is uniquely designed to help fulfill the potential of each of these industries. The
event will be held exclusively in Atascadero utilizing multiple venues and businesses.
On many occasions Atascadero is viewed as a stopover location in our community, this event will
bring recognition and business to your community.
Visit Atascadero Partnership Proposal Level: Gold “ALL IN!” $10,000
As a key partner, your support will be broadcast to all attendees and leaders in the local wine,
hospitality and tourism industries. Sponsorship is very limited.
•Partnership Advertising: Logo listings on all pages of www.winespeakpaso.com
•Exclusive Casual Night: Invitation to all board members to attend the exclusive evening
kickoff with Somms, media and key trade.
•Tickets:
o 4 All Access Passes to events, including the VIP reception.
o 10 day passes to Day 3 “Hospitality Day”
•Photography/Videography: we have hired a high end photographer and videographer to
shoot all 3 days of the event, as a key partner you will have access to imagery and video.
You can also provide a “wish” shot list for desired imagery to be obtained.
Additional requests:
Donation of the Atascadero Lake Pavilion for event use
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
2
Page 19 of 35
WINE SPEAK “Paso Robles”
January 9-11, 2018
Overview:
Wine Speak “Paso Robles” is a premiere event that connects top sommeliers, local wine industry
leaders and area hospitality employees for an intensive educational journey designed to benefit
our entire region.
Hosted by famed master sommelier Chuck Furuya and steered by fellow master sommeliers and
visiting winemakers, Wine Speak “Paso Robles” will span three illuminating days of comparative
tastings, panel discussions, wine service training and winery tours. Not only will this event benefit
our local hospitality professionals—it will also touch key influencers who can become vocal
ambassadors for our region.
Join us as we come together for the common goal of taking the Paso Robles wine experience to
new heights.
Master Sommeliers:
Chuck Furuya MS, Partner DK Restaurants
In 1988, Chuck Furuya became only the tenth person in the United States to pass
the rigorous Master Sommelier examination. It was his passion to fully excel at
wine service and education that led him on the path to certification as a Master
Sommelier.
Furuya first began working in restaurants while attending college as a way to earn
extra income. Chuck ended up managing some of Hawaii’s most highly regarded
establishments including Bagwell’s 2424 in the Hyatt Regency Waikiki, La Mer at
the Halekulani and serving as Cellarmaster at the former Kahala Hilton.
Sharing a mutual passion for wine and food and a desire to create exceptional,
quality dining at reasonable prices, restaurateur D.K. Kodama and Chuck Furuya
began collaborating in 2003. Today, they have 8 restaurants together.
Educating people about wine and discovering new talent, however, is what brings
him the most satisfaction. “I love finding new wines, especially great values. I love
pairing wines with foods. But most of all I love teaching.”
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
3
Page 20 of 35
Fred Dame MS, Former Chairman of the Court of Master Sommeliers
Frederick L. Dame, Master Sommelier brings an impressive blend of experience,
expertise and enthusiasm to the world of wine and cuisine. He is the first
American to have served as President of the Court of Master Sommeliers
Worldwide and assists restaurateurs and hoteliers in developing their wine
programs in his role as Vice-President of Prestige Accounts, American Wine &
Spirits of California. He is currently the President of the Guild of Sommeliers
Education Foundation. He holds Honorary Professorships at Purdue University
and The University of South Carolina.
Dame's ability to transmit his passionate interest in wine make him a natural
teacher. One of just seventy-three Americans to have passed the Master
Sommelier Examination, Dame was the first to successfully pass all three parts
in a single year. This feat and his high score won him the coveted Krug Cup of
the British Guild of Sommeliers in 1984. Dame founded the American Branch of
The Court of Master Sommeliers in 1986 and has played an active role in the
expansion of the Master Sommelier program throughout America since that
time.
Mark Shishido, Wine Director, Alan Wong’s Restaurant
Mark Shishido has spent nearly 40 years in the local restaurant industry, and in
September2016 he was inducted into the Hawaii Restaurant Association’s Hall of
Fame. The Wine Director for Alan Wong’s Restaurants, he joined Wong’s crew in
1998, serving as Restaurant Manager and General Manager before focusing his
expertise on wine.
Shishido began his career as a Bar Porter at the Point After nightclub in 1977, then
moved on to stints at various Waikiki hotels and restaurants where we worked in
restaurant management. He was Assistant Wine Cellar Master at the Halekulani and
Wine Cellar Master at the Hyatt Regency Waikiki and Prince Court Restaurant. In
1992, Shishido passed the Advanced Sommelier Certification for the Court of Master
Sommeliers.
Nunzio Alioto MS, Former Chairman of the Court of Master
Sommeliers
Nunzio Alioto is from an illustrious San Francisco restaurant family of the same
name and grew up in the kitchens of some of the finest restaurants in the world. In
1987, he earned the title of Master Sommelier. He has served as a board member
of the San Francisco Convention and Visitors Bureau, past Director of the California
Restaurant Association, past President of the Fisherman's Wharf Merchant
Association, and former Chairman of the Court of Master Sommeliers. He is one of
118 persons to receive the coveted Antonin Careme Award given by the Chef's
Association of the Pacific Coast. He remains active in the day-to-day operations of
Alioto's, a San Francisco landmark restaurant.
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
3
Page 21 of 35
Greg Harrington MS, Founder and Winemaker, Gramercy Cellars
Greg Harrington is the founder of and winemaker for Gramercy Cellars in Walla
Walla, Washington. His winemaking focuses on great Washington vineyards,
minimalist intervention and balanced, earthy wines. At Gramercy, he focuses
primarily on Rhone and Bordeaux varietals.
In 2008, Seattle Magazine named Greg “Best New Winemaker in Washington” and
Gramercy “Best New Winery.” Food & Wine Magazine awarded Gramercy the “Best
New Winery in America” in 2010. Wine & Spirits Magazine has named Gramercy to
its “Top 100 Wineries in the World” list in 2010, 2011, 2012 and 2013.
In 1996 at the age of 26, Greg Harrington passed the Master Sommelier Exam, a title
held by fewer than 130 people in the U.S. He currently serves as Chairman of the
Court of Master Sommeliers Americas.
Speakers and Panelists:
Serge Carlei, Winemaker, Carlei Wines
Bruce Neyers, Owner, Neyers Winery
Matt Dees, Winemaker, Jonata
Mike Sinor, Director of Winemaking, Ancient Peaks Winery
Tyler Thomas, Winemaker, Star Lane Vineyard
Renee Awana, Managing Director and Product Development, Hawaiian Airlines
Justin Smith, Owner, Saxum Winery
Guillaume Fabre, Owner, Clos Solene Winery
Amanda Wittstrom Higgins, VP of Operations, Ancient Peaks Winery
Maeve Pesquera, Sr Vice President, Daou Vineyard and Winery
Jason Haas, General Manager and Partner, Tablas Creek Vineyard
Advisory Group:
Jennifer Porter, Executive Director, Paso Robles Wine Country Alliance
Stacie Jacob, CEO, Solterra Strategies
Maeve Pesquera, Sr Vice President, Daou Vineyard and Winery
Linda Parker Sanpei, President, CAB Collective Paso Robles
Vision Page:
We looked to create an opportunity for the wine community to get together – winemakers, wine
professionals, sommeliers and wine enthusiasts alike — in the spirit to collaborate, share and learn.
To kickstart the dialogue, conversations and questions, we created panels to encourage sharing of
knowledge, experience and insight. (There are so many winemakers and wine professionals we would
have loved to include, but chose to keep the panels small and focused)
We sincerely hope this event will also foster more camaraderie, friendships and relationships throughout
the wine community and therefore better help our industry move forward through collaboration.
This is just the first of hopefully many and we hope you and your team can join us.
Sincerely,
Chuck Furuya and Amanda Wittstrom Higgins (Co-Founders)
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
3
Page 22 of 35
Agenda:
DAY ONE / January 9
Location: Historic Carlton Hotel, Atascadero
Morning Session 8:30-11am
“New World Syrah” – A panel tasting and exposition on the distinctions of Syrah’s grown
across the New World.
Panelists:
Serge Carlei, Winemaker, Carlei Wines (Victoria, Australia)
Bruce Neyers, Owner, Neyers Winery (Napa Valley, California)
Greg Harrington MS, Founder and Winemaker, Gramercy Cellars (Walla Walla,
Washington)
Moderator: Chuck Furuya MS, Partner, DK Restaurants (Honolulu, Hawaii)
Afternoon Session 12:30-3pm
“New World Cabernet Sauvignon” –A panel tasting and exposition on the distinctions of
Cabernet Sauvignon’s grown across the New World.
Panelists:
Serge Carlei, Winemaker, Carlei Wines (Victoria, Australia)
Bruce Neyers, Owner, Neyers Winery (Napa Valley, California)
Greg Harrington MS, Founder and Winemaker, Gramercy Cellars (Walla Walla,
Washington)
Moderator: Chuck Furuya MS, Partner, DK Restaurants (Honolulu, Hawaii)
Media Blind Tasting 3:30-5:30pm (INVITE ONLY)
“Paso Robles Blind Tasting” – A blind tasting of Paso Robles wines conduced and scored
by attending sommeliers and wine media.
Evening Session 6pm
“Casual Night” – A night of delectable food, fine wines and industry camaraderie at the
Historic Carlton Hotel Restaurant. Wineries will bring a bottle of their most special wine
to share with guests.
DAY TWO / January 10
Seminar & VIP Location: Historic Carlton Hotel, Atascadero
Morning Session 8:30-10:30am
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
3
Page 23 of 35
“Central Coast Syrah” – A panel tasting and exposition on the distinctions of Syrah’s
grown in AVAs across the Central Coast.
Panelists:
Justin Smith, Owner, Saxum (Paso Robles, California)
Matt Dees, Winemaker, Jonata, (Ballard Canyon, California)
Adam Tolmach, Owner and Winemaker, Ojai Vineyard (Santa Maria Valley,
California)
Moderator: Chuck Furuya MS, Partner, DK Restaurants (Honolulu, Hawaii)
Afternoon Session 1:30-4pm
“Central Coast Cabernet Sauvignon” –A panel tasting and exposition on the distinctions of
Cabernet Sauvignon’s grown in AVAs across the Central Coast.
Panelists:
Matt Dees, Winemaker, Jonata, (Ballard Canyon, California)
Mike Sinor, Director of Winemaking, Ancient Peaks Winery (Santa Margarita
Ranch, Paso Robles, California)
Tyler Thomas, Winemaker, Star Lane Vineyard (Happy Canyon, California)
Guillaume Fabre, Winemaker & Owner, Clos Solene Winery
Moderator: Chuck Furuya MS, Partner, DK Restaurants (Honolulu, Hawaii)
VIP Reception 4-5:30pm
Gathering of VIP’s and sponsors to mingle and the unveiling of the top 10 wines from the
blind tasting.
Evening Event 6pm- 9pm, VIP Access 6pm-7pm
Location: Pavilion at Atascadero Lake
“Taste of Paso Robles” – 25 of the best Paso Robles producers showcase their premium
wines. The night will include heavy appetizers for some of the most talented local chefs.
DAY THREE / January 11
Location: Pavilion at Atascadero Lake
Morning Session 9-11am
“ABCs for Winery Tasting Room Staffs and Restaurant Servers” – An illuminating
comparative tasting led by famed master sommelier Fred Dame, providing insights into
where Paso Robles fits into the global wine experience—and how to serve wines with
expertise and authority. This session includes tasting of wines from the world’s most
outstanding producers.
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
3
Page 24 of 35
Afternoon Session 12-2pm
“So, You Want To Be A Wine Professional” – Led by famed master sommelier’s Chuck
Furuya. This session aims to inspire the next generation of prospective sommeliers &
wine professionals with insights into what it takes and how to make it happen.
Panelists:
Mark Shishido, Wine Director, Alan Wong’s Restaurant
Nunzio Alioto MS, Former Chairman of the Court of Master Sommeliers
Moderator: Chuck Furuya MS, Partner, DK Restaurants
Mid Afternoon Session 2:30pm-4pm “Aloha Service”
Mea Ho’okipa: “I Am Host”
With a focus on exceptional customer service, this session shares insights into the award-
winning hospitality culture that has made Hawaiian Airlines a leading choice for leisure
travelers coming to Hawaii. Led by Renee Awana, Hawaiian Airlines’ Managing Director of
Product Development, you’ll learn the tools and techniques used to create memorable
guest experiences that translate into brand advocates and loyal customers - and be able
to apply them to your own training and service initiatives.
Renee Awana, Managing Director of Product Development, Hawaiian
Airlines
Renee is responsible for creating and implementing strategies for all
aspects of the guest experience onboard. Her key focus is exceptional
inflight hospitality and ensuring “our guests’ vacations begin the
moment they board the aircraft.” This means not only bringing the
sights, sounds and tastes of Hawaii onboard, but more importantly,
building and fostering meaningful interactions between guests and the
crew – and creating fiercely loyal customers as a result. In addition to
her time at Hawaiian Airlines, Renee has over 25 years’ experience in
marketing, brand strategy, advertising, public relations and business
development. Prior to joining Hawaiian Airlines, she served as the Vice
President and Head of Marketing at wireless telecom company Mobi
PCS and previously managed marketing efforts for companies in the hospitality, environmental
and fitness industries.
Tech Tours (INVITE ONLY)
A tour of Paso Robles specifically designed for SOMM’s, trade, media and guest panelists.
Touring some of the best and most historic properties in the Paso Robles AVA. See what
makes our region different and distinct. Heard the stories from ownership and
winemaking.
Tour #1
Tablas Creek Vineyard, hosted by Jason Haas, GM, Partner
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
3
Page 25 of 35
James Berry Vineyard, hosted by Justin Smith, Owner
Ancient Peaks Winery, hosted by Mike Sinor Director of Winemaking
Daou Vineyard and Winery, hosted by Maeve Pesquera, Sr Vice President
Host Venues:
Historic Carlton Hotel
6005 El Camino Real, Atascadero, CA 93422
Tel: (805) 461-5100 Tel: (877) 204-9830
**Special Room Rates: $105 (please mention Wine Speak when booking)**
Pavilion at the Lake
9315 Pismo Ave, Atascadero, CA 93422
805.470.3178
ITEM NUMBER:
DATE:
ATTACHMENT:
B-1
10/18/17
3
Page 26 of 35
ITEM NUMBER: B-2
DATE: 10/18/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Committee Expenditure Authorization
RECOMMENDATION:
Discuss and provide staff direction on marketing committee expenditure limit
authorization.
DISCUSSION:
This item was originally presented at the January 18, 2017 ATBID Advisory Board
meeting. The Board authorized an expenditure limit, for the Marketing Committee,
capped at $9,500 to allow participation in time sensitive reactive advertising
opportunities with the following stipulations: 1) the Marketing Committee must return to
the full Board to request additional funding or when the $9,500 expenditure limit cap has
been met, and 2) the Committee must report expenditures at the Board meeting
following the authorization of an expenditure.
The expenditure limit authorization was then revised at the March 15, 2017 ATBID
Advisory Board meeting. The Board approved modifying the Marketing Committee’s
spending allowance from $9,500 total approved amount to $9,500 per opportunity with
total expenditure not to exceed the GL 2502 remaining dollars per fiscal budget.
Recently, an opportunity for exposure at the San Diego Bay’s Food & Wine Festival was
offered through Visit SLO CAL. As funds to support this opportunity would come from
GL 2801, the Marketing Committee was unable to respond. The B oard was interested in
participating in the opportunity but had to make a decision before the opport unity could
be added to a regularly scheduled ATBID Advisory Board agenda. In order to meet the
participation deadline a special meeting had to be called to formally approve the
opportunity.
In order to allow more flexibility, which would enable the ATBID to participate in
worthwhile opportunities and make timely decisions, it is recommended that the Board
discuss and provide staff direction to modify the ability of the Marketing Committee to
respond. Options for board consideration include:
ITEM NUMBER: B-2
DATE: 10/18/17
1. Authorize specific Marketing Committee spending allowance per opportunity from
any portion of the ATBID budget. The Committee must report expenditures at the
next Board meeting following the expenditure authorization.
2. Restrict the expenditure amount per opportunity up to a specific annual allotment.
The Committee must report expenditures at the next Board meeting following
each expenditure authorization.
3. Authorize Marketing Committee to spend up to a maximum allotment annually.
The Committee must report expenditures at the next Board meeting following
each expenditure authorization.
FISCAL IMPACT :
None.
ATTACHMENT S:
None.
ITEM NUMBER: B-3
DATE: 10/18/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file September Marketing Statistics Report.
DISCUSSION:
Verdin launched the new fall campaign at the end of September with exceptional results
to report. The new motion graphic videos performed three times greater than the
previous static ads and this will be taken into consideration during creative planning for
future campaigns. As well as sending a record number of clicks to the website, there
was also an associated growth in the overall reach of the Visit Atascadero Facebook
page.
FISCAL IMPACT :
None.
ATTACHMENT S:
1.September Statistics Summary
Page 29 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
SEPTEMBER STAT SUMMARY
ATASCADERO TBID
October 6, 2017
WEB ANALYTICS (2016 V.2017)
WEBSITE TRAFFIC
Website Visits: 10,612 v. 14,398
Mobile Visits: 4,672 v. 7,033
Desktop Visits: 1,996 v. 1,148
Total Unique Visitors: 5,130 v. 7,165
PPV (Page Per Visit): 1.51 v. 1.6
TOS (Time on Site): 0:59 v. 0:42
ACQUISITION
Organic: 1,720 v. 1,425
(-17%)
Direct: 2,481 v. 4,121
(+31%)
Social: 874 v. 2,414
(+176%)
PAGE VIEWS
Lodging: 5,463
(38%)
Home Page: 3,357
(23%)
Things to do: 758
(5%)
GEOGRAPHIC REFERRALS
Los Angeles 1,971
Bakersfield 1,934
Atascadero 571
Sacramento 513
San Francisco 345
TOP REFERRING URLS
m.facebook.com: 59 v. 432 (+632%)
lm.facebook.com: 17 v. 1,888
(+11,005%)
atascadero.org: 206 v. 283 (+37%)
visitslocounty.com: 73 v. 59 (-19%)
sanluisobispo.com: 39 v. 12 (+225%)
SOCIAL MEDIA ANALYTICS (August v. September)
SOCIAL MEDIA
Facebook Fans: 5,525 v. 5,570
Facebook Referrals: 1,470 v. 2,387
Total Impressions: 223,614 v. 425, 847
Facebook Reach 168,157 v. 281,160
New Instagram Followers: 17 v. 57
Instagram Followers YTD: 888
Instagram Referrals: 3 v. 21
New Twitter Followers: 7 v. 6
Twitter Referrals: 3 v. 4
Twitter impressions: n/a v. 2,229
ITEM NUMBER:
DATE:
ATTACHMENT:
B-3
10/18/17
1
Page 30 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The September e-newsletter went out on Tuesday, September 12th and featured information on
Grape Encounters Empourium, Mr. Putter’s, fall in Atascadero (including Harvest Wine Weekend),
cornhole tournament and Cal Poly Parent Weekend.
3,903 Recipients
13.5% Open Rate (Industry Average is 15%)
0.7% Click Through Rate (Industry Average is 1.8%)
E-NEWSLETTER ANALYTICS
FACEBOOK
The edited video was used in September for 15-second ads on Facebook and Instagram, targeting Millennials.
Late in the month the ad was refreshed with the new motion graphic video. These ads performed almost
three times better than the static images used in August. 92% of the results pulled from Facebook vs.
Instagram.
Video Campaign Results:
Total Impressions: 375,740 Total Clicks: 7,668
CTR: 2.04% Actions (including likes, shares, comments): 18,536
Total Facebook September Results (including social posts):
Total Impressions: 425,847 Total Clicks: 8,993 (+130%)
Total Reach: 281,160
CTR: 1.81% Actions (including likes, shares, comments): 8,209
TRAVEL SPIKE
New In image Native advertising started in late September on Travel Spikes networks in the greater LA
basin. The results were particularly impressive considering the advertising ran for only the last ten days of
the month.
Impressions: 167,122 Total clicks: 1,206 CTR: .72%
Impressions: 561,684 Total clicks: 9,261 Average CTR: 1.3%
ITEM NUMBER:
DATE:
ATTACHMENT:
B-3
10/18/17
1
Page 31 of 35
ITEM NUMBER: B-4
DATE: 10/18/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file August Budget Report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of August 31, 2017.
The event support program is close to utilizing all funds allocated to this budgeted area.
It is recommended that the ATBID advisory board carefully select which additional
events to sponsor for the 2017/2018 fiscal year.
Upon review of this month’s budget all other expenses are in line with expected
expenditures and income.
FISCAL IMPACT :
None.
ATTACHMENT S:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 32 of 35
GL #Notes
REVENUE PROJECTIONS July August
1100 2% BID Revenue July 2017 - June 2018 $13, 598 261,250.00$ 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 2,500.00$ 2,500.00$ 5,000.00$ 36,000.00$ Per presented scope of work
2202 Verdin Marketing - Marketing Firm 1,011.80$ 1,613.50$ 2,625.30$ 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$ 5,321.90$ 8,954.40$ 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$ 8,778.57$ 18,000.00$
2400 Digital Marketing 28,353.00$
2401 Website Updates 145.00$ 145.00$ 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$ 1,539.09$ 3,072.73$ 16,000.00$ Per presented scope of work
2404 E-Newsletter 527.80$ 551.00$ 1,078.80$ 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$ 1,235.59$ 2,512.19$ 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$ 533.30$ 1,027.90$ 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$ 29.00$ 311.20$ 5,000.00$ Per presented scope of work
2700 Tour & Travel 23,000.00$
2701 CCTC Co Op Fams 425.00$ 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 21,075.00$ 7,500.00$ 28,575.00$ 50,000.00$
TOTAL EXPENSES 41,537.71$ 20,968.38$ 62,506.09$ 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
ITEM NUMBER:
DATE:
ATTACHMENT:
B-4
10/18/17
1
Page 33 of 35
10/5/17FUNDTYPE235Special RevenueYTD ACTUAL*ACTUALACTUALACTUAL*BUDGETED2017-2018BUDGETED2014-20152015-20162016-20172016-2017through 08/31/172017-2018REVENUES41530.6300Taxes and Assessments162,036$ 241,078$ 267,507$ 186,690$ 13,598$ 261,250$ 46110.0000Investment Earnings2,068 5,458 - 2,110 - 3,810 Total Revenue164,104 246,536 267,507 188,800 13,598 265,060 EXPENSES6050000Office Expense- 5,164 - 2,200 - 5,000 6070000Advertising3,450 86,914 91,005 90,000 24,442 95,000 6400000Operating Supplies- 1,217 120 - - 2,000 6500000Contract Services26,173 105,314 138,414 155,000 43,105 275,000 6600000Professional Development- - 425 - 425 - 6740000Business Development- 5,000 - - - - 6900000Administration1,620 2,411 2,675 1,870 136 2,610 Total Expenses31,243 206,020 232,639 249,070 68,108 379,610 NET INCOME/(LOSS)132,861 40,516 34,868 (60,270) (54,510) (114,550) BEGINNING AVAILABLE BALANCE156,472 289,333 329,849 220,690 364,717 365,370 ENDING AVAILABLE BALANCE289,333$ 329,849$ 364,717$ 160,420$ 310,207$ 250,820$ *Actual numbers are unaudited, not yet finalized and are subject to changeAtascadero Tourism Business Improvement District (ATBID) FundPage 34 of 35ITEM NUMBER: DATE: ATTACHMENT:B-410/18/17 2
City of AtascaderoTourism ReportTransient Occupancy Tax RevenuesJul-SepOct-DecJan-MarApr-Jun1ST QTR2ND QTR3RD QTR4TH QTRTOTALFiscal Year 2014254,557.46$ 158,389.32$ 134,033.44$ 232,385.37$ 779,365.59$ Fiscal Year 2015262,246.00$ 171,527.07$ 204,920.33$ 261,362.41$ 900,055.81$ Fiscal Year 2016387,196.75$ 260,522.61$ 234,591.13$ 359,952.40$ 1,242,262.89$ Fiscal Year 2017441,814.34$ 259,716.23$ 236,432.90$ 399,564.75$ 1,337,528.22$ Fiscal Year 2018Page 35 of 35ITEM NUMBER: DATE: ATTACHMENT:B-410/18/17 3