HomeMy WebLinkAboutTBID_2017-12-20_Agenda PacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, December 20, 2017 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
OATH OF OFFICE: New Board Member Daniel Brewer, with term ending June 30, 2018,
to be sworn in by Deputy City Manager/City Clerk, Lara Christensen.
ROLL CALL: Chairperson Amar Sohi, Holiday Inn Express and Suites
Vice-Chairperson Deana Alexander, The Carlton Hotel
Board Member Jacklyn Dawson, SpringHill Suites Marriott
Board Member Tom O’Malley, Portola Inn
Board Member Daniel Brewer, 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 – November 15, 2017
•Recommendation: Approve the Draft Action Minutes of November 15, 2017. [Big
Red Marketing]
2.Templeton Chamber of Commerce Event Sponsorships
•Recommendation: Approve $1,000 of in-kind marketing support of Templeton’s
Fourth of July, Wine Festival and Oktoberfest events. [Big Red Marketing]
•Fiscal Impact (GL Varied): $1,000 in-kind marketing value.
3.Visit Atascadero Co-op with Visit SLO CAL at 2018 IPW
•Recommendation:
1.Approve Visit Atascadero Co-op with Visit SLO CAL, in the amount of
$4,500, for 2018 IPW.
2.Approve an expenditure in an amount not to exceed $10,500 for two
ATBID contractor representatives to attend 2018 IPW on behalf of Visit
Atascadero. [Big Red Marketing]
•Fiscal Impact (GL 2703): Not to exceed $15,000.
B.BUSINESS ITEMS
1.SLO Jazz Festival 2017 Fall Fest Recap
•Recommendation: Receive and file event recap on the 2017 Fall Fest. [SLO
Jazz Festival]
•Fiscal Impact (GL 2802): None.
2.Event Sponsorship Ticket Policy
•Recommendation: Approve the Event Sponsorship Ticket Policy. [Big Red
Marketing]
•Fiscal Impact: None.
3. ATBID Marketing Committee Composition
•Recommendation: Approve ATBID Marketing Committee composition
guidelines. [Big Red Marketing]
•Fiscal Impact: None.
4.Expenditure Limits for ATBID Marketing Committee
•Recommendation: Authorize the Marketing Committee to spend up to $9,500
per reactive opportunity with total expenditures not to exceed $28,500 per fiscal
year. The Committee must report expenditures at the Board Meeting following
each expenditure authorization. [Big Red Marketing]
•Fiscal Impact (GL Varied): None.
5. ATBID Finance Committee
•Recommendation: Discuss and provide staff direction on development of an
ATBID Finance Committee. [Big Red Marketing]
•Fiscal Impact: None.
6.Monthly Marketing Statistics Summary
•Recommendation: Receive and file November Marketing Statistics
Report. [Verdin Marketing]
•Fiscal Impact: None.
7.Monthly Budget Report
•Recommendation: Receive and file October Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
C. UPDATES
1.Visit SLO CAL TMD Update – Chairperson Sohi
2.Short-term Rentals/Host Compliance Update – City Manager’s Office
3.Destination Management Update – Big Red Marketing
4. City Business Updates – City Manager’s Office
5.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: 12/20/17
Atascadero TBID
November 15, 2017
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, November 15, 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.
ROLL CALL:
Present: Board Member Dawson, Board Member O’Malley, Vice Chairperson
Alexander, and Chairperson Sohi
Vacant: One
Staff Present: Destination Management Consultant Amanda Diefenderfer,
Destination Management Consultant Angelica Ottman, Marketing
Consultant Stephanie Sawyer, Deputy City Manager/Outreach
Promotions Terrie Banish, and Deputy 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 – October 18, 2017
• Recommendation: Approve the Draft Action Minutes of October 18, 2017. [Big
Red Marketing]
2. Wine Speak Event Sponsorship
• Recommendation: Approve a sponsorship of Wine Speak in the amount of
$10,000. [Big Red Marketing]
• Fiscal Impact (GL 2802): $10,000.
Page 4 of 39
ITEM NUMBER: A-1
DATE: 12/20/17
Atascadero TBID
November 15, 2017
Page 2 of 4
MOTION: By Vice Chairperson Alexander and seconded by Board
Member Dawson to approve the consent calendar.
Motion passed 4:0 by a roll-call vote.
B. BUSINESS ITEMS
1. Templeton Chamber of Commerce to Request Event Sponsorships
• Recommendation: Discuss and provide staff direction on potential one-time
sponsorships of Templeton’s Fourth of July, Wine Festival and Oktoberfest
events. [Templeton Chamber of Commerce]
• Fiscal Impact (GL 2802): None. Total requested amount for sponsorships is
$17,500.
Board Member O’Malley announced that he would be stepping down on this item
because he has a potential conflict of interest as he rents property to the Templeton
Chamber of Commerce.
Sarah Maggelet from the Templeton Chamber of Commerce gave the presentation and
answered questions from the Board. She also handed out an updated event P&L
document (Exhibit A) to the Board.
Public Comment: None.
MOTION: The Board directed staff to discuss in-kind marketing resources
with the Marketing Committee and formalize a recommendation
to support Templeton’s Fourth of July, Wine Festival and
Oktoberfest events.
Motion passed 3:0 by a roll-call vote. O’Malley abstained.
2. Destination Management Services Contract Renewal (Amendment No. 2) -
Big Red Marketing
• Recommendation: Board recommend City to approve Contract Amendment
No. 2 with Big Red Marketing, for destination management services, to renew
contract for an additional six-month period with contract end date of 6/30/2018.
[Big Red Marketing]
• Fiscal Impact (GL 2201): $18,000 based on scope of work proposal.
Destination Management Consultant Diefenderfer gave the presentation and answered
questions from the Board.
Public Comment: None.
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to recommend City to approve Contract Amendment
No. 2 with Big Red Marketing, for destination management
Page 5 of 39
ITEM NUMBER: A-1
DATE: 12/20/17
Atascadero TBID
November 15, 2017
Page 3 of 4
services, to renew contract for an additional six-month period
with contract end date of 6/30/2018.
Motion passed 4:0 by a roll-call vote.
3. Visit Atascadero Co-op with Visit SLO CAL at 2018 IPW
• Recommendation: Discuss and provide staff direction on Visit Atascadero
co-op with Visit SLO CAL at 2018 IPW trade show. [Big Red Marketing]
• Fiscal Impact (GL 2703 and GL 2801): None. Potentially up to $15,000.
Destination Management Consultants Ottman and Diefenderfer gave the presentation
and answered questions from the Board.
Public Comment: Daniel Brewer and Sarah Maggelet.
MOTION: By Chairperson Sohi and seconded by Board Member O’Malley
to approve $15,000 to support Visit Atascadero’s Co-Op with
Visit SLO CAL at 2018 IPW.
Motion passed 4:0 by a roll-call vote.
4. Monthly Marketing Statistics Summary
• Recommendation: Receive and file October Marketing Statistics
Report. [Verdin Marketing]
• Fiscal Impact: None.
Marketing Consultant Sawyer gave the presentation and answered questions from the
Board.
Public Comment: Annie Weyrich and Jessica Sohi.
The Monthly Marketing Statistics Summary
was received and filed by the Board.
5. Monthly Budget Report
• Recommendation: Receive and file September Budget Report. [Big Red
Marketing]
• Fiscal Impact: None.
Destination Management Consultant Ottman gave the presentation and answered
questions from the Board.
Public Comment: None.
Page 6 of 39
ITEM NUMBER: A-1
DATE: 12/20/17
Atascadero TBID
November 15, 2017
Page 4 of 4
The Monthly Budget Report
was received and filed by the Board.
C. UPDATES
1. Visit SLO CAL TMD Update – Chairperson Sohi gave a brief report.
2. Short-term Rentals/Host Compliance Update – Deputy City Manager Banish
handed out an updated list (Exhibit B) reflecting the progress of the City’s
enforcement of short-term rentals.
3. Destination Management Update – Destination Management Consultant Ottman
gave a brief report and confirmed Board availability in the holiday timing for the
December 20th Board Meeting.
4. City Business Updates – Deputy City Manager Banish provided an update on
successful City events for the months of October and November and reported on
upcoming events in the City. She also provided a brief update on City business
items.
5. Marketing Committee Update – Destination Management Consultant Ottman
reported on the recent Marketing Committee’s discussions regarding ATBID
opportunities. She also provided a brief recap regarding the composition and
expenditure allowance for the Marketing Committee and progress on the
marketing video.
D. BOARD MEMBER COMMENTS
The Board Members made brief announcements.
E. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 4:14 p.m.
MINUTES PREPARED BY:
_______________________________________________
Amanda Diefenderfer, Destination Management Consultant
Exhibit A – Templeton Chamber of Commerce revised event P&L documents provided by Sarah Maggelet
Exhibit B – Short-term Rental Listings provided by Terrie Banish
APPROVED:
Page 7 of 39
ITEM NUMBER: A-2
DATE: 12/20/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Templeton Chamber of Commerce Event Sponsorships
RECOMMENDATION:
Approve $1,000 of in-kind marketing support of Templeton’s Fourth of July, Wine
Festival and Oktoberfest events.
DISCUSSION:
The Templeton Chamber of Commerce presented at the November 15, 2017 Board
Meeting to request sponsorship of Templeton’s Fourth of July, Wine Festival and
Oktoberfest events.
The Templeton Chamber of Commerce’s Fourth of July event is historically attended by
1,500 – 2,500 people each year at the Templeton Park. The Templeton Fire Department
begins the morning with a pancake breakfast which is followed by a parade. After the
parade, there is a party at the park, which includes live music, food, shopping booths,
bounce houses and games.
The Templeton Wine Festival will take place on May 5, 2018, from 1pm – 5pm and is
historically attended by 400 – 600 people each year at the Templeton Park. Attendees
enjoy unlimited tastings of over 30 wineries plus live music, food vendors/trucks, beer,
cider and boutique shopping booths.
The Templeton Oktoberfest is a new event and will take place on September 29, 2018,
from 1pm – 5pm and expected to be attended by 500 people. Attendees will experience
a beer festival in the typical German tradition and feature beer tasting from local
breweries, German cuisine, traditional German drinking games and a costume contest.
The sponsorship benefits will include the Visit Atascadero logo and link on websites, the
logo on all marketing materials and on a banner at the events. Atascadero lodging
properties would be recommended on event websites.
Following the presentation and discussion at the November 15, 2017 Board Meeting the
Board directed staff to put together an in-kind marketing package to support the
Templeton events. The recommended in-kind marketing package includes the following
Page 8 of 39
ITEM NUMBER: A-2
DATE: 12/20/17
efforts for each event: two $20 boosted social media posts, one social media ticket
giveaway, highlighted section in monthly newsletter and featured event on the Visit
Atascadero website. Additionally, The Atascadero Chamber of Commerce will feature
Oktoberfest and the Templeton Wine Festival on The Atascadero Chamber’s event
calendar and share the events on their Facebook page.
FISCAL IMPACT (GL Varied):
$1,000 in-kind marketing value.
ATTACHMENTS:
None.
Page 9 of 39
ITEM NUMBER: A-3
DATE: 12/20/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit Atascadero Co-op with Visit SLO CAL at 2018 IPW
RECOMMENDATION:
1. Approve Visit Atascadero Co-op with Visit SLO CAL, in the amount of $4,500, for
2018 IPW.
2. Approve an expenditure in an amount not to exceed $10,500 for two ATBID
contractor representatives to attend 2018 IPW on behalf of Visit Atascadero.
DISCUSSION:
Michael Wambolt, Director of Travel Trade for Visit SLO CAL presented to the ATBID
Board on August 16, 2017. The presentation included an overview of the outreach
efforts being made to promote county tourism and the opportunities for ATBID to
participate in these efforts.
The Marketing Committee discussed the potential tour and travel co-op opportunities at
the Marketing Committee Meeting on October 10, 2017. The Marketing Committee
determined that the co-op that aligns best with Visit Atascadero’s mission, goals and
budget is IPW. IPW 2018 takes place from May 19 – 23, 2018.
U.S. Travel Association’s IPW is the travel industry's premier international marketplace
and is the largest generator of travel to the U.S. In just three days of intensive pre-
scheduled business appointments, more than 1,000 U.S. travel organizations from
every region of the U.S. (representing all industry category components) and more than
1,300 international and domestic buyers; and 500 media from more than 70 countries
conduct business negotiations that result in the generation of more than $4.7 billion in
future U.S. travel. At IPW buyers and sellers are able to conduct business that would
otherwise be generated only through an exhaustive number of around-the-world trips.
More than 100,000 business appointments at IPW are prescheduled by a computerized
program, based on buyer and exhibitor requests, to help each attending organization
make the most of its time. Every organization registered for IPW is required to provide
organizational business profile information that is compiled in the ipw.com database by
U.S. Travel Association.
Page 10 of 39
ITEM NUMBER: A-3
DATE: 12/20/17
At the November 15, 2017 Board Meeting the Board discussed and directed staff to
designate two contractor representatives, on behalf of Visit Atascadero, to send to the
2018 IPW as part of a Co-op with Visit SLO CAL. The Board directed staff to formalize
the recommendation at the December 20, 2017 Board Meeting.
FISCAL IMPACT:
Not to exceed $15,000.
ATTACHMENTS:
None.
Page 11 of 39
ITEM NUMBER: B-1
DATE: 12/20/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
SLO Jazz Festival 2017 Fall Fest Recap
RECOMMENDATION:
Receive and file event recap on the 2017 Fall Fest.
DISCUSSION:
At the June 21, 2017 ATBID board meeting, Scott Andrews from SLO Jazz Festival,
presented a sponsorship request alongside an overview of the goals and marketing
efforts for the event. Following the presentation, the Board moved to approve a $6,075
sponsorship of the SLO Jazz Festival and requested that the City match the
sponsorship amount. Additionally, the Board acknowledged that the City would help
cover related hotel costs and catering for the VIP event.
The 2017 concert featuring Coco Montoya took place on Saturday, November 11, at
The Pavilion on The Lake. The ATBID support of $6,075 was utilized to finance the
marketing of the concert.
FISCAL IMPACT (GL 2802):
None. Committed $6,075 in budgeted FY 2017/18 Event Support program funds (GL
2802) at the June 26, 2017 Board Meeting to support event concert marketing.
Additional support funds were not utilized.
ATTACHMENTS:
1. SLO Jazz Festival 2017 Results
2. SLO Jazz Festival 2018 Request
Page 12 of 39
Benefiting the culture
and community of
San Luis Obispo
Celebrating life through
music and the great
Central Coast!
SLO Jazz Festival
2018 Fall Fest Production & Sponsorship Presentation
presented by Scott Andrews, Executive Director & Founder:
Our Track Record
•Great Exposure for Sponsors
•Great Talent/Quality Bands
•Top Quality Sound
–Line Array Sound Systems
–Professional Engineers
•Ethnically & Culturally Diverse
Programming
•98% Zero Waste Events
•Solar Powered Stages
•Quality Food, Wine, Beer
•Always Involving Youth
•(501)c3 in Good Standing
Now TWO Great events
to sponsor!
SLO JAZZ FESTIVAL IS
EDUCATION!
We are bringing about
education in four ways:
1.Jazz Talks –our first Jazz
Talks at The Villages in
SLO was a rousing
success!
2.Summer Jazz Workshop –
through Cuesta Jazz,
Cuesta College
Community Programs,
and spearheaded by SLO
Jazz Festival, witnessed
30 students perform for
over 90 parents & friends
–we gave a scholarship to
6 students in 2017!
3.Special Guest Instructors
4.Public Performances
We tripled attendance from
2014 to 2017! We are
currently planning the 5th
Annual 2018 Summer Jazz
Workshop with Cuesta Jazz
and Cuesta Community
Programs June 18-22, 2018.
This is our biggest nonprofit
cause.
We’re giving the youth unique opportunities to learn
and perform jazz music in San Luis Obispo.
2018 SUMMER JAZZ
WORKSHOP
Page 13 of 39
We completed the first ever
SOLD OUT Bossa Nova Party
in Fall 2015 at the Marriott
and this year completed the
4th Annual SLO Jazz Festival,
then produced 2016 Fall
Fest. We then SOLD OUT
our 1st ever holiday party at
the Allegretto Vineyard
Resort: a a Tribute to Sinatra
with Steven Michael.
In the past, we held a
concert series at Court
Street. In addition, we also
raised money for the SLO
Museum of Art in the SOLD
OUT Anton Schwartz West
Coast “Flash Mob” CD Tour,
and conducted a year of
“jazz jams” at Shell Café
from 2014 –2015.
Join our sponsorship for
2018 Fall Fest –we’ll have
more concerts like this in
Fall –bringing more jazz
events year-round to the
Central Coast of California!
We produce an array of shows
Special jazz
concerts bring
more exposure
year-round to
your jazz fest
sponsorship!
2017 Artwork
2017 Show Results
•Atascadero Attendance
349 SOLD OUT
•16% of Ticket
Purchasers Out of
County
•Highly Successful show
with attendees coming
to Atascadero from all
over the Central Coast
and Beyond!
•The Buzz & Feedback
has been VERY POSITIVE
Photo of Coco Montoya from Bay News
2017 Fall Fest Results
•Total Attendance
1136 All 4 Shows
•31% of Ticket
Purchasers Out of
County
•Series was a Success
and made close to
$10,000 for SLO Jazz
Festival & Education
•The Buzz & Feedback
has been VERY POSITIVE
Page 14 of 39
2017 Publicity
•Atascadero Logo on:
–10,000 + postcard
distributed at Monterey
Jazz Festival, all county
hotels, and beyond
–500 posters distributed
across SLO County and
beyond
–TV Ad
–Press Releases
–Name Mention from
Stage 16x
–Social Media Campaign
–New Times, Monterey
Weekly, Tolosa Press
What We Offer Sponsors
(possible benefits)
Pre-Post Event Marketing
•Presenting/Title & Top Artist
Sponsor Press Release
•Potential Naming Rights to
Festival/Stages/Sections/Artist
•Logo on 300+ Posters
•Logo on 10,000 Postcards
•TV AD Airplay (top sponsors
only) through KSBY
•Print & Radio exposure through
New Times and Tolosa Press,
KCBX, American General Radio
•Prominent inclusion in ads,
program, PR, promotions,
website, and social media
•Statewide Social and Digital
Media Campaign
In-Event Marketing
•Onsite: 2,400 concert goers per
show (300 ave)
•Special Banner Signage
•Live Mentions from Stage
•Artist Introductions
•VIP Tickets (reserve tables of 4)
•GA Ticket Contesting &
Giveaways
•Exposure to mover’s & shakers
•Booth at Fall Fest
•Selling to Vendors
•Logo / Ad in Program
Annual Events
•In-home concerts
•Get Jazzed Parties
•Multiple Fundraising
Concerts/Year
•5th Annual SLO Jazz Festval
•3rd Annual Fall Fest
•5th Annual Summer Jazz
Workshop
•Potential Exposure Year-round
through Jazz Festival
relationship
•Can produce an event at your
location (additional $$)
What We Request
Top Level Sponsorship
•Put your NAME at the TOP
–CASH sponsorship
•Get your logo and BRAND
noticed
•EXCLUSIVE marketing
benefits with a unique
audience
•$10K –20K (3 year if
possible)
Additional In-Kind
•Press Release/Email
•Internal Support (special
rates for your employees)
•Clout with peers and
California tourism
•Additional social and
email lists in-kind support
What We Request
Production of Shows
•We will produce concerts in YOUR
city for the cost of production &
marketing, and handle the details
•You pay a fee, and agree to help
promote each show through your
own marketing
•We also promote. For every
additional sponsorship dollar raised
we will dedicate at least 40% to out-
of-county Digital Marketing,
possibly as much as 60% or more –
our goal is to sell out every show.
Additional In-Kind
•Volunteers
•Catering cost for VIP meet & greet
•Cost of hotel rooms for artists
•Donations from any local businesses
(retail, hotel, tourism/related)
•Event Support
•Logistics (chairs, fencing, portos)
•Staffing
Page 15 of 39
Get your logo on the Stage for
the Fall Fest!
The TOURISM Sponsorship
entitles you to display your
Logo on the Stage Banner that
we print. The TOURISM
Sponsorship helps pay for the
cost of festival marketing and
additional show production.
Tourism Sponsorships are the
crux of the structure for 2018,
with over $30K already raised,
additional funding from your
TBID can ensure tourism to
your city.
These come with excellent
festival marketing, tickets, and
special cocktail table for 4 for
each show!
Your logo will be on the stage
on a prominent banner along
with ticket booth banners -
meaning everyone will see it!
Fall Fest
Tourism Sponsor
Benefits
$12,300 MAIN STAGE Sponsor Partner (4 out of 6 Left) Receives:
Full Color Logo on all festival marketing collateral to include
Program
Posters
Flyers
Supporting Merchandise (Black/White name only)
Slojazzfest.org site
SLO Jazz Fest Social Media Assets
Event Marketing
2 Banners at Festival (1 Sponsor provided, 1 Fall Fest provided)
Full Color Logo on Stage Banner
Live Stage Sponsorship Mentions During Festival (1 per break)
Festival Benefits (Cocktail Table Seating for 4 w/Tickets. $50 value each)
STAGE Sponsor Partner Listing on Press Releases/Mailers/Email
10 Gen. Admission Tickets for each show, $25 value each.
YOUR LOGO on the FALL FEST
STAGE BANNER!
2018 Fall Fest
Sponsorship
•2018: Plan to expand to 6 -10 concerts during
September –November
–1 in Atascadero –Pavilion on the Lake
–1 in Pismo Beach
–2 -4 in Morro Bay (approved by TBID) –Gio’s Parking Lot
–1 in Paso Robles (approved) –Park Place Speakeasy
–1 in San Luis Obispo possible Fremont Theater
–1 in Cayucos or Nipomo
–1 in AG/Grover Beach Multiple Genres
–Average attendance 300 people, so total series exposure at
2,400+! Let’s continue to GROW this TOGETHER!
Now Is The Time!
2018 Fall Fest sponsorships must be secured soon to be included on
printed materials. Please remit pledge ASAP, and send check to:
SLO Jazz Festival c/o Scott Andrews, Executive Director
SLO Jazz Festival, Inc.
1864 Atlantic City Avenue, Suite B
Grover Beach, CA 93433
FEDERAL TAX ID: 27-2625815 We are 501(c)3 non-profit
Thank you for your support. We APPRECIATE YOU!
Photo of Purple Ones at Fremont Theater, 2016 Fall Fest
Page 16 of 39
Benefiting the culture
and community of
San Luis Obispo.
Celebrating jazz and
nurturing the human spirit,
one event at a time.
SLO Jazz Festival
2018 Jazz Festival Sponsorship Presentation
presented by Scott Andrews, Executive Director & Founder:
Our Track Record
•Great Exposure for Sponsors
•Grammy-Award/Nominated
Musicians/Great Bands
•Top Quality Sound
–Line Array Sound System
–High Quality Side Stages
–Professional Engineers
•Ethnically & Culturally Diverse
•Quality Food, Wine, Beer
•98% Zero-Waste events
•Always Involving Youth
Photos from the 1st 2014 SLO
Jazz Festival
Photos from 2015 SLO Jazz Festival:
Page 17 of 39
Photos from 2016 SLO Jazz Festival:Photos from 2017 SLO Jazz Festival:
“This is AMAZING! Thank you, thank you, thank you for what you are doing for the
City of San Luis Obispo!” –Ermina Karim, President/CEO, Chamber of Commerce
TestimonialsPeople again loved the 2017
SLO Jazz Festival –and our
sponsors from the City of SLO
to wineries to vendors all
helped make this happen
again. This beloved event is
becoming a jewel for the City
of SLO –a “must-do” event for
both tourists and locals alike.
Here are other testimonials
from participants, attendees,
media, and some of those
who experienced the first four
SLO Jazz Festivals.
We raised the bar higher in
2017 by adding Youth in Music
Stages and over 14 bands with
Grammy Awarded/Nominated
talent!
“You got Joshua Redman? SCORE!” --Glen Starkey, New Times Weekly
“You pulled off another fantastic event. The production, program, and overall
execution seemed even better than last year.” –Bret Colhour, SLO City News
“The SLO Jazz Festival again ranks among my very top 5 career experiences
producing sound, right up next to Etta James. Again, it was magical. Thank
you for letting me be a part of this, and I hope we can keep building it for
years to come.” –Bill Gaines, Sound and Lighting Production
“You really raised the bar on overall talent in the lineup, and the addition of the
Youth in Music Stages and clinics makes the jazz fest truly special.” –Ron
McCarley, Director of Jazz Studies, Cuesta College
“I could sense the eerie greatness that so many creative people were radiating
into the atmosphere...I was overcome with appreciation for jazz and music
throughout the process, and it was, for lack of a better word, sensational.
Everything about it –the music, the food, the atmosphere, the people –beckons
me to donate just a bit of my time to such a joyous celebration. Five stars for
the experience.” –Janine Bach, 2015 Festival Volunteer
“Great music, kind people, amazing food, perfect weather, FANTASTIC
musicians, and a cute town to host it all. Who could ask for anything more? A
night I will never forget.” –Spencer Hutton, ShareSLO
Page 18 of 39
Why
SLO Jazz Festival?
We improve our culture through 3 key
performance metrics:
Events –Concerts
Education Programs
Economic Impact
LIFE is BETTER with more JAZZ MUSIC!
Our events have ranged
from the SOLD OUT Bossa
Nova Party in Fall 2015 at
the Marriott and this year
SOLD OUT our 1st ever
holiday party at the
Allegretto Vineyard Resort:
a a Tribute to Sinatra with
Steven Michael.
In the past we held a
concert series at Court
Street. In addition, we also
raised money for the SLO
Museum of Art in the SOLD
OUT Anton Schwartz West
Coast “Flash Mob” CD Tour,
and conducted a year of
“jazz jams” at Shell Café
from 2014 –2015.
Join our sponsorship for
2017 Fall Fest –we’ll have
4+ more concerts like this in
Fall –bringing more jazz
events year-round to the
Central Coast of California!
Other Concerts, NYE
and FALL FEST
Special jazz
concerts bring
more exposure
year-round to
your jazz fest
sponsorship!
SLO JAZZ FESTIVAL IS
EDUCATION!
We are bringing about
education in four ways:
1.Jazz Talks
2.Summer Jazz Workshop –
through Cuesta Jazz,
Cuesta College
Community Programs,
and SLO Jazz Festival–in
2017 we gave a
scholarship to 12
students and brought in 3
guest speakers –including
Grammy winner Ernie
Watts.
3.Public Performances
We doubled attendance from
2014 to 2017! We are
currently planning the 5th
Annual 2018 Summer Jazz
Workshop with Cuesta Jazz
and Cuesta Community
Programs June 18-22, 2018.
We’re giving the youth unique opportunities to learn
and perform jazz music in San Luis Obispo.
2018 SUMMER JAZZ
WORKSHOP
$3.04 Million economic impact –entering our 5th year.
(Here’s a clue where we may be headed, below.)
Regional Economic Impact
$38 Million Dollar economic impact –60th year
$320 Million economic impact –49th year
$80 Million Dollar economic impact –30th year
Page 19 of 39
Demographics
Affluent: 30% earn $100,000+ a year
Educated: 50.9% with graduate degree
Established: 79% are 45+ years old
Loyal: 50% or more are expected to return
36% of purchases made from outside the County –
SLO Jazz Festival is becoming a significant tourism
draw for San Luis Obispo.
In our post-event survey
and polling, we found
impressive statistics of the
types of people we can
reach. Attendees at 2014-
2017 SLO Jazz Festivals
offered affluent, educated,
established, ethnically
diverse, loyal, and created a
base for future interest.
In 2017, we saw significant
ticket purchase numbers
from SF Bay and LA (5%
each) and Santa Barbara
area 21%. We increased by
5% more out of county in
2017 to 41% of survey
respondents. We expect the
number of visitors to grow
as well as affluent travelers
as we expand our marketing
in 2018.
Premier Event
The 5th Annual 2018 SLO Jazz
Festival on May 18 & 19 will
be a premier music event
featuring top talent from the
West Coast and beyond. We
will have a main stage at
Mission Plaza, Side Stages at
Broad Street, Palm Theater,
and Youth Stages in SLO
Museum of Art and
Children’s Museum.
What We Offer Sponsors
(possible benefits)
Pre-Post Event Marketing
•Presenting/Title & Top Artist
Sponsor Press Release
•Potential Naming Rights to
Festival/Stages/Sections/Artist
•Logo on 300+ Posters
•Logo on 10,000 Postcards
•$15K TV AD Airplay (top
sponsors only)
•$20K + Print & Radio exposure
•Prominent inclusion in ads,
program, PR, promotions,
website, and social media
•Statewide Social and Digital
Media Campaign
In-Event Marketing
•Onsite: 6,000+ fans 2018 SLO
Jazz Festival
•Special Banner Signage
•Live Mentions from Stage
•Artist Introductions
•VIP Tickets
•GA Ticket Contesting &
Giveaways
•Exposure to SLO’s Mover’s &
Shakers
•Booth at Jazz Festival
•Selling to Vendors
•Swag Bag Insert/Gifts
Annual Events
•In-home concerts
•Get Jazzed Parties
•Multiple Fundraising
Concerts/Year
•3rd Annual Fall Fest
•5th Summer Jazz Workshop
•Potential Exposure Year-round
through Jazz Festival
relationship
•Can produce an event or curate
a jazz series at your location
(additional $$)
•Limited Hotel Partnerships
•Possible Exclusivity
What We Request
Top Level Sponsorship
•Put your NAME at the
TOP
•Get your logo and
BRAND noticed
•EXCLUSIVE marketing
benefits with a unique
audience
Additional In-Kind
•Press Release/Email
•Internal Support (special
rates for your
employees)
•Clout with peers and
partner companies
•Support lodging for
artists and top VIP
Page 20 of 39
2018 Potential Lineup*
Ernie Watts
And more
to come!
* (in progress, initial discussions in process)
Richard Lemvo & Makenaloca
Preservation Hall Jazz Band
Charlie Hunter
MARCUS
MILLER
Get your logo on our MAIN
STAGE!
The STAGE Sponsorship
receives your Logo on a Main
Stage Banner that we print,
along with two other banners
near the entrance and in the
VIP area. These are key
sponsorship positions that
help pay for the cost of festival
infrastructure: staging, and
sound are expensive!
Stage Sponsorships always go
quickly, so get your spot while
you still can! These come with
excellent festival marketing,
tickets, and an optional booth
space. Your logo will be on the
stage on a prominent banner
along the side of the stage by
the speaker stack, meaning
everyone will see it!
SLO Jazz Festival MAIN
STAGE Sponsor Benefits
Hotel Top Sponsor
$10,000 MAIN STAGE Sponsor Partner (4 out of 6 Left) Receives:
Full Color Logo on all festival marketing collateral to include
Program
Posters
Flyers
Supporting Merchandise (Black/White name only)
Slojazzfest.org site
SLO Jazz Fest Social Media Assets
Event Marketing
2 Banners at Festival (Sponsor provided)
Full Color Logo on Stage Banner
Live Stage Sponsorship Mentions During Festival (1 per break -9 total)
VIP Benefits (6: VIP Tickets + On-Site Benefits)
STAGE Sponsor Partner Listing on Press Releases/Mailers/Email
General Admission Tickets 10
Optional Booth Space
YOUR LOGO on our
MAIN STAGE!
YOUR LOGO on the BROAD
STREET STAGE
This is a new category
sponsorship for SLO Jazz
Festival. We’ve determined
that each side stage costs
basically runs about a $5,000
base cost.
Your sponsorship of $5,000
will enable us to add a new
feature, several additional
bands, and build buzz for
your brand by being the only
Side Stage Sponsor on a side
stage.
We can only put two banners
on the SIDE STAGE, this is a
unique way to get your logo
in front of everyone at the
festival in a marquis photo –
op position.
SLO Jazz Festival
Hotel Supporting Sponsor
SIDE STAGE Sponsor Benefits
$5,000 SIDE STAGE Sponsor Partner (5 out of 6 Left) Receives:
Full Color Logo on all festival marketing collateral to include
Program
Posters
Flyers
Supporting Merchandise (Black/white name only)
Slojazzfest.org site
SLO Jazz Fest Social Media Assets
Event Marketing
2 Banners at Festival (Sponsor provided)
Full Color Logo on Side Stage Banner
Live Stage Sponsorship Mentions During Festival (1 per break -4 total)
VIP Benefits (4: VIP Tickets + On-Site Benefits)
STAGE Sponsor Partner Listing on email
General Admission Tickets 8
Optional Booth Space 10x10’
YOUR LOGO on our SIDE STREET STAGE!
We’re back with GOLD
Sponsors and have 3
positions remaining at
$3,000. These are significant
sponsorships in that they
enable us to cover the cost of
hired hands, who help bring
you the music.
We can’t put on a quality
show without good help! Your
marketing benefits include a
banner, live stage mentions,
VIP & General Admission
tickets, and an optional 10’ x
10’ booth. Your logo will be
on all festival collateral, as
well.
Make sure you’re GOLD at
SLO Jazz Festival, and be part
of the experience!
SLO Jazz Festival
Hotel Junior Sponsor
GOLD Sponsor Benefits
$3,000 GOLD Sponsor Partner (5 Left) Receives:
Full Color Logo on all festival marketing collateral to include
Program
Posters
Flyers
Supporting Merchandise (black/white, name only)
SLOjazzfest.org site
SLO Jazz Fest Social Media Assets
Event Marketing
1 Banners at Festival (Sponsor provided)
Live Stage Sponsorship Mentions During Festival (4 total)
VIP Benefits (4: VIP Tickets + On-Site Benefits)
6 General Admission tickets to SLO Jazz Festival (give-away)
Optional 10’ x 10’ Booth Space
Page 21 of 39
We were thrilled to add a
“Youth in Music” stage last
year. This year, the Youth in
Music stage will move to the
Children’s Museum, a block
from the Art Museum. In the
Art Museum will be College
combos and a Clinic. The
clinic sold out last year!
We’ve determined that each
youth stage costs basically
$2,000 base cost. Your
sponsorship of $2,000 will
enable us to support the
youth at SLO Jazz Festival and
build buzz for your brand by
being the only one of two
Youth Stage Sponsors on a
Youth stage. Add $500 to
sponsor the Summer Jazz
Workshop, too!
SLO Jazz Festival
Youth STAGE Sponsor Benefits
$2,000 YOUTH/CHILDREN’s STAGE Sponsor Partner (4 out of 4 Left)
Receives:
Full Color Logo on all festival marketing collateral to include
Program
Posters
Flyers
Supporting Merchandise (Black/White, Name only)
Slojazzfest.org site
SLO Jazz Fest Social Media Assets
Event Marketing
1 Banner at Festival (Sponsor provided)
Full Color Logo on Youth/College Stage Banner
Live Stage Sponsorship Mentions During Festival (1 per break -2 total
from main stage and 4 from Youth/College Stage
VIP Benefits (2: VIP Tickets + On-Site Benefits)
Youth/College Sponsor Partner Listing on Email
General Admission Tickets 4
Optional Booth Space 10x10’
YOUR LOGO on our Youth
MUSEUM STAGE!
Program Ads/Marketing
Ad Rates for either 2017 Fall Fest or 2018 SLO Jazz
Festival Programs
Retail Rate Sponsor Rate
1/4 Page $650 $500
1/2 Page $950 $750
Full Page $1,250 $1,000
2017 Ad Specials:
1/4 Page -included with $Gold/Event Sponsorship -$9K Sponsorship 3.65"w x 4.6" h
1/2 Page -included with $10K -$29K Sponsorship
Full Page -included with $30K or above Sponsorship
Upgrade any ad by paying the difference in level (for example $250 to go ¼ to ½ page)
Inside Middle Page –Reserved for Auto Sponsor
Back Page -Reserved for Presenting Sponsor
Inside Back Page -Reserved for Main Headiner Sponsor
Inside Front Page -Reserved for Title Sponsor
Note: 1,000 + programs distributed at 2017 Fall Fest and 2018 SLO Jazz Festival.
Help us improve our biggest
nonprofit cause: the Summer
Jazz Workshop. We’ve grown
this workshop from 12
students in 2014 to over 27
this year –some with
scholarships! In 2018, we’ll
bring back a bigger and better
Summer Jazz Workshop –
sponsor this event and get
your name and logo on the
Summer Jazz Workshop and
education pages for 1 year,
social media mentions, logo
in program, banner at final
concert, and tickets to the
final show.
Please include a Summer Jazz
Workshop of at least $500
Sponsorship so we can grow
this fine event and add guest
instructors!
2018 Summer Jazz
Workshop Sponsor Benefits
$3,000 Big Band Sponsor Summer Jazz Workshop (2)
•Big band sponsor of the Summer Jazz Workshop, an education event
held during Summer of 2018. Receive significant print benefits, and
banner behind the band stage and a special ad in program.
•Includes 8 complimentary concert tickets.
$1,500 Combo Sponsor Summer Jazz Workshop (2)
•Sextet sponsors receive significant print, and banner near main stage
behind band and ad in program.
•Includes 6 complimentary concert tickets to final concert.
$1,000 Quartet Sponsor Summer Jazz Workshop (4)
•Quartet sponsor receives significant print, and banner behind the band
•Includes 4 tickets
$500 Duo Sponsor Summer Jazz Workshop (6)
•Duo sponsors receive print benefits and logo in program.
•Includes 2 complimentary tickets to the final concert.
5th Annual Summer Jazz Workshop
Summer 2018 (date TBA)
Your Sponsorship Is The
First Key To Our Success –
Thank You to 2017 Sponsors
Page 22 of 39
Now Is The Time!
2018 SLO Jazz Festival and 2018 Fall Fest season sponsorships are needed
by November 30. Please remit pledge/agreement ASAP, and send check to:
SLO Jazz Festival c/o Scott Andrews, Executive Director
SLO Jazz Festival, Inc.
116 ½ Naomi Avenue
Shell Beach, CA 93449
FEDERAL TAX ID: 27-2625815 We are 501(c)3 non-profit
Thank you for your support. We APPRECIATE YOU!
Page 23 of 39
ITEM NUMBER: B-2
DATE: 12/20/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Event Sponsorship Ticket Policy
RECOMMENDATION:
Approve the Event Sponsorship Ticket Policy.
DISCUSSION:
The ATBID Event Sponsorship Program successfully supports many Atascadero events. The
goal of this program is to attract out-of-county visitors to Atascadero and align efforts with the
event to support the Visit Atascadero mission; specifically, marketing to these out-of-area
visitors and creating brand recognition. A portion of the annual budget and regular marketing
efforts are set aside each year to help maximize the effect of these efforts.
As part of the sponsorship package, for a number of the ATBID sponsored events, tickets to
the events and additional benefits are offered to sponsors. According to the Fair Political
Practices Commission (FPPC), state and local officials and employees are prohibited from
receiving a gift or gifts totaling more than $470 in a calendar year. In order to accept these
gifts, the previously mentioned parties are required to disclose gifts, according to the Fair
Market Value, on a Statements of Economic Interests (Form 700). Any use of tickets, or
benefits, offered through the ATBID Event Sponsorship Program would be considered a gift
and ATBID Board Members utilizing these gifts would be subject to the reporting
requirements of the FPPC.
An Event Sponsorship Ticket Policy is being presented to the Board for review and approval
to discourage any perception of favoritism for particular events and organizations or unjust
benefit to individual Board Members. Since Event Sponsorships are granted by the ATBID
Board on behalf of ATBID as a whole, tickets and benefits should support all lodging
members assessed by using these benefits to further the goals of the ATBID.
In order to maximize Visit Atascadero’s marketing efforts to encourage visitors to attend
sponsored events, these complimentary tickets and benefits are best utilized as a marketing
tool. The policy addresses the suggested use of these tickets and benefits to support the
ATBID mission and goals. The appropriate marketing strategy for use of the event tickets and
benefits will ultimately be decided by the Marketing Committee.
The new policy will be noted in any materials for the ATBID Event Sponsorship Program and
will note that any sponsor benefits, including tickets, offered as part of the sponsorship will be
Page 24 of 39
ITEM NUMBER: B-2
DATE: 12/20/17
utilized as ATBID marketing efforts to help promote the event and further the impact of the
event’s ability to attract visitors to Atascadero. Individual ATBID Board Members may not
utilize tickets or benefits offered as an incentive for ATBID Event Sponsorship.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Event Sponsorship Ticket Policy
Page 25 of 39
ADVISORY BOARD FOR THE ATASCADERO
TOURISM BUSINESS IMPROVEMENT DISTRICT
Event Sponsorship Ticket Policy
Purpose The ATBID Event Sponsorship Program successfully supports many
Atascadero events. As part of the sponsorship package, for a
number of the ATBID sponsored events, tickets to the events and
additional benefits are offered to sponsors. The purpose of this policy
is to prohibit the acceptance of tickets or other benefits from ATBID
sponsored events when it would give the impression that possible
preference or special privilege is being sought or given. In order to
maximize Visit Atascadero’s marketing efforts to encourage visitors
to attend sponsored events, these complimentary tickets and
benefits will be utilized as a marketing tool. Any use of tickets, or
benefits, offered through the ATBID Event Sponsorship Program
would be considered a gift and ATBID Board Members utilizing these
gifts would be subject to the reporting requirements of the FPPC.
General Policy ATBID Board Members may not utilize tickets or benefits offered as
a result of sponsorship support. Any sponsor benefits, including
tickets, offered as a result of event sponsorship are intended for use
by ATBID marketing efforts to help promote the event and further the
impact of the event’s ability to attract visitors to Atascadero. The
appropriate marketing strategy for the event tickets and benefits will
ultimately be decided by the Marketing Committee.
Provisions
1. Any benefit that is offered to an ATBID Board Member or ATBID staff, including
consultants) as result of an ATBID event sponsorship will be reported to the ATBID
Board.
2. Any benefit received as a result of an ATBID event sponsorship will be turned over
to the Marketing Committee for a determination on the appropriate marketing
strategy for utilization of the benefit.
3. If an event sponsorship benefit is not intended for use by general public or is
industry-specific, the benefit will be advertised to all ATBID members on a first-
come first-served opportunity for staff development in order to improve the overall
guest experience in the destination market.
Page 26 of 39
ITEM NUMBER: B-3
DATE: 12/20/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
ATBID Marketing Committee Composition
RECOMMENDATION:
Approve ATBID Marketing Committee composition guidelines.
DISCUSSION:
The ATBID Marketing Committee currently meets on the second Tuesday of each month at
a rotating lodging property of committee members to discuss reactive and upcoming
marketing opportunities and Visit Atascadero exposure. The Committee consists of two
ATBID Board Members, a one representative each from the ATBID’s designated marketing
firm, destination management firm and the City. The Marketing Committee provides
recommendations and decisions on marketing efforts to the Board in order to expedite the
decision-making process, which allows flexibility and quick reaction to time-sensitive
opportunities. As part of this flexibility and participation in time-sensitive opportunities, the
Board has authorized the Marketing Committee to approve reactive marketing opportunities
up to $9,500.
At the October 18, 2017 Board Meeting the Board directed staff to work with the Marketing
Committee to establish the Committee’s composition guidelines. Staff was directed to
define the number of committee members, which committee members are entitled to a vote
and the Committee’s voting practices.
The Marketing Committee discussed this item at the November 14, 2017 Marketing
Committee Meeting. The Marketing Committee recommends that the Board approve the
following composition guidelines:
• The Marketing Committee consists of six voting members – two ATBID board
members, one representative from the ATBID’s designated marketing firm, one
representative from the destination management firm, an Atascadero Chamber of
Commerce representative and a City representative.
• All Committee Members have an equal vote.
• An item must be approved by a unanimous vote. If a unanimous decision cannot be
reached the item will be discussed and reviewed by the full Board at a future ATBID
Board Meeting.
Page 27 of 39
ITEM NUMBER: B-3
DATE: 12/20/17
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 28 of 39
ITEM NUMBER: B-4
DATE: 12/20/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Expenditure Limits for ATBID Marketing Committee
RECOMMENDATION:
Authorize the Marketing Committee to spend up to $9,500 per reactive opportunity with
total expenditures not to exceed $28,500 per fiscal year. The Committee must report
expenditures at the Board Meeting following each expenditure authorization.
DISCUSSION:
This item was originally presented at the January 18, 2017 ATBID Advisory Board
meeting. At that time, 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.
In September 2017, an opportunity for exposure at the San Diego Bay’s Wine & Food
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 Board was
interested in participating in the opportunity, but had to make a decision before the
opportunity 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 approve
the opportunity.
In order to allow more flexibility, which would enable the ATBID to participate in
worthwhile opportunities and make timely decisions, staff recommended at the October
18, 2017 Board Meeting that the Board discuss and provide staff direction to modify the
ability of the Marketing Committee to respond. The following options were presented to
the Board for consideration:
Page 29 of 39
ITEM NUMBER: B-4
DATE: 12/20/17
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.
The Board’s motion at the October 18, 2017, Board Meeting was to table the Marketing
Committee Expenditure Authorization item until the Marketing Committee had the
opportunity to discuss and present a formal recommendation to the Board. The
Marketing Committee discussed this item on November 14, 2017 and formalized the
recommendation to be presented at the December 20, 2017 Board meeting. The
Marketing Committee recommends that the Board authorize the Marketing Committee
to spend, without full board approval, $9,500 per reactive opportunity with total
expenditures not to exceed $28,500 per fiscal year.
FISCAL IMPACT (GL Varied):
None.
ATTACHMENTS:
None.
Page 30 of 39
ITEM NUMBER: B-5
DATE: 12/20/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
ATBID Finance Committee
RECOMMENDATION:
Discuss and provide staff direction on development of an ATBID Finance Committee.
DISCUSSION:
At the September 20, 2017 Board Meeting the Board expressed the need for a Finance
Committee. The Finance Committee would provide a comprehensive review of the
budget as well as review invoices to ensure accuracy and evaluate how expenditures fit
within the scope of the budget. Additionally, the Committee would review and evaluate
consultant expenses such as a travel rates and reimbursement. The Committee would
also provide guidance to the ATBID designated destination management firm and help
create the budget for each fiscal year.
The Finance Committee would meet quarterly and consist of two Board Members, a
representative from the designated destination management firm and a City
representative. Staff will provide an update at the Board Meeting following each Finance
Committee meeting.
Following discussion and direction to staff, staff will present a recommendation at the
January 17, 2018 ATBID Board Meeting.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 31 of 39
ITEM NUMBER: B-6
DATE: 12/20/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file November Marketing Statistics Report.
DISCUSSION:
November was a great month for website traffic with high referrals coming from Los
Angeles, which is reflective of ad targeting. Looking ahead, there is opportunity for the
e-newsletter to perform better. In December, new industry trends will be explored with
A/B testing the subject line in an effort to improve open rates.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. November Statistics Summary
Page 32 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
NOVEMBER STAT SUMMARY
ATASCADERO TBID
December 4, 2017
WEB ANALYTICS (2016 V.2017)
WEBSITE TRAFFIC
Website Visits: 7,782 v. 8,145
Mobile Visits: 5,887 v. 6,930
Desktop Visits: 1,895 v. 1,215
Unique Visitors: 5,862 v. 7,041
PPV (Page Per Visit): 1.54 v. 1.71
TOS (Time on Site): 1:02 v. 0:47
ACQUISITION
Direct: 3,215 v. 4,200
Social: 1,211 v. 1,419
Organic: 1,581 v. 1,595
Referral: 1,090 v. 931
PAGE VIEWS
Home Page: 3,815
Lodging: 4,120
Events: 740
GEOGRAPHIC REFERRALS
Los Angeles: 2,344
Atascadero: 486
San Francisco: 301
Paso Robles: 195
Irvine: 190
TOP REFERRING URLS
l.facebook.com: 350 v. 1,140
m.facebook.com: 82 v. 236
atascadero.org: 260 v. 96
lifeandstylemag: 0 v. 92
womansworld.com: 0 v. 63
SOCIAL MEDIA ANALYTICS (October v. November)
SOCIAL MEDIA
Facebook Fans: 5,606 v. 5,615
Facebook Referrals: 1,788 v. 1,403
Total Impressions: 424,228 v. 369,862
Facebook Reach: 278,846 v. 253,859
New Instagram Followers: 23 v. 32
Instagram Followers YTD: 940
Instagram Referrals: 10 v. 10
New Twitter Followers: 1 v. 5
Twitter Referrals: 0 v. 0
Twitter Impressions: 2,777 v. 1,816
Page 33 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The November e-newsletter went out on Monday, November 20th and featured information on
available lodging for the holidays, Winter Wonderland, Light Up the Downtown, holiday shopping,
Holiday Magic at the Zoo and following Visit Atascadero on Instagram.
3,845 Recipients
11.1% Open Rate (Industry Average is 15%)
0.5% Click Through Rate (Industry Average is 1.8%)
E -NEWSLETTER ANALYTICS
FACEBOOK
The motion graphic video featuring pie eating was used in November for ads on Facebook and Instagram.
Video Campaign Results:
Total Impressions: 326,647 Total Clicks: 6,249
CTR: 1.75% Actions (including likes, shares, comments): 26,080
Total Facebook October Results (including social posts):
Total Impressions: 338,173 Total Clicks: 7,132
CTR: 2.11% Actions (including likes, shares, comments): 27,152
TRAVEL SPIKE
In-image Native advertising started in late September on Travel Spike’s networks in the greater LA basin.
November’s results were just under October’s, but within the normal variation.
Impressions: 696,044 Total clicks: 2,961 CTR: 0.49%
Total October:
Impressions: 1,034,217 Total clicks: 10,093 (-6%) Average CTR: 1.3%
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ITEM NUMBER: B-7
DATE: 12/20/17
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file October Budget Report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of October 31, 2017.
At the October 18, 2017 Board Meeting the Board approved a $500 monetary increase
to the current Big Red Marketing contract dating back to July 1, 2017. This monetary
increase is accounted for under Big Red Marketing – Destination Manager, GL code
2201.
The Board recommended the City enter a contract in an amount not to exceed $11,600
with Juice Media for new video footage at the September 20, 2017 Board Meeting.
Additionally, the Board recommended the City approve a Change Order for the “out of
scope” amount, not to exceed $5,500, with Verdin Marketing to add videography
coordination. These expenses are accounted for under Photography & Video, GL code
2301.
The Board approved the 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 at a Special Meeting on September
25, 2017. This is accounted for under Consumer Show Presence, GL code 2801.
Upon review of this month’s budget all other expenses are in line with expected
expenditures and income.
FISCAL IMPACT:
None.
Page 35 of 39
ITEM NUMBER: B-7
DATE: 12/20/17
ATTACHMENTS:
1. ATBID Budget
2. ATBID Fund Summary
3. TOT Report
Page 36 of 39
GL #Notes
REVENUE PROJECTIONS July August September October
1100 2% BID Revenue July 2017 - June 2018 $13, 598 $47,630.00 $41,737.00 $89,367.00 261,250.00$ 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$ 2,500.00$ 4,500.00$ 12,000.00$ 36,000.00$ Per presented scope of work
2202 Verdin Marketing - Marketing Firm 1,011.80$ 1,613.50$ 1,078.20$ 1,409.30$ 5,112.80$ 18,000.00$ Per presented scope of work
2300 Visual Assets and Branding 71,500.00$
2301 Photography & Video 11,856.40$ 11,856.40$ 20,000.00$
2302 Creative Services - Verdin Scope 3,632.50$ 5,321.90$ 2,131.79$ 1,176.80$ 12,262.99$ 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$ 70.40$ 150.00$ 365.40$ 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$ 1,570.40$ 1,601.00$ 6,244.13$ 16,000.00$ Per presented scope of work
2404 E-Newsletter 527.80$ 551.00$ 568.20$ 477.80$ 2,124.80$ 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$ 5,597.15$ 12,112.63$ 20,221.97$ 60,647.00$
Per presented scope of work less
separation of Visitor Guide costs
2502 Reactive Advertising & Co-Ops 3,650.00$ 3,650.00$ 50,000.00$
2503 Verdin Media Retainer 494.60$ 533.30$ 500.60$ 38.40$ 1,566.90$ 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$ 1,120.40$ 992.30$ 2,423.90$ 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 3,000.00$ 3,000.00$ 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$ 18,787.14$ 118,607.86$ 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 37 of 39
12/8/17
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL*BUDGETED 2017-2018 BUDGETED
2014-2015 2015-2016 2016-2017 2016-2017 through 10/31/17 2017-2018
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 186,690$ 89,367$ 261,250$
46110.0000 Investment Earnings 2,068 5,458 724 2,110 - 3,810
Total Revenue 164,104 246,536 268,231 188,800 89,367 265,060
EXPENSES
6050000 Office Expense - 5,164 - 2,200 - 5,000
6070000 Advertising 3,450 86,914 91,005 90,000 46,770 95,000
6400000 Operating Supplies - 1,217 120 - - 2,000
6500000 Contract Services 26,173 105,314 138,414 155,000 73,764 275,000
6600000 Professional Development - - 425 - 425 -
6740000 Business Development - 5,000 - - 3,000 -
6900000 Administration 1,620 2,411 2,675 1,870 894 2,610
Total Expenses 31,243 206,020 232,639 249,070 124,852 379,610
NET INCOME/(LOSS)132,861 40,516 35,592 (60,270) (35,485) (114,550)
BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 220,690 365,441 365,370
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 365,441$ 160,420$ 329,956$ 250,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
Page 38 of 39
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 446,835.24$
Page 39 of 39