HomeMy WebLinkAboutTBID_2018-01-17_Agenda PacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, January 17, 2018 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
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 – December 20, 2017
• Recommendation: Approve the Draft Action Minutes of December 20, 2017. [Big
Red Marketing]
B. BUSINESS ITEMS
1. SLO Jazz Festival to Request 2018 Event Sponsorship
• Recommendation: Discuss and provide staff direction on potential sponsorship of
SLO Jazz Festival 2018 Fall Fest. [SLO Jazz Festival]
• Fiscal Impact (GL 2802): None.
2. ATBID Finance Committee
• Recommendations:
1. Approve ATBID Finance Committee structure and guidelines. [Big Red
Marketing]
2. Appoint two ATBID Board Members to serve on the ATBID Finance
Committee. [Big Red Marketing]
3. Direct staff to schedule an informational presentation regarding municipal
finances. [Big Red Marketing]
• Fiscal Impact: None.
3. Monthly Marketing Statistics Summary
• Recommendation: Receive and file December Marketing Statistics
Report. [Verdin Marketing]
• Fiscal Impact: None.
4. Monthly Budget Report
• Recommendation: Receive and file November 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 Update – 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: 1/17/18
Atascadero TBID
December 20, 2017
Page 1 of 5
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, December 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 2:32 p.m.
ROLL CALL:
Present: Board Member Brewer, Board Member Dawson, Board Member
O’Malley, Vice Chairperson Alexander, and Chairperson Sohi.
Vacant: None.
Staff Present: Destination Management Consultant Angelica Ottman, Destination
Management Coordinator Jessica Bohon, Marketing Consultant
Stephanie Sawyer, Deputy City Manager/Outreach Promotions
Terrie Banish, and Deputy City Manager/City Clerk Lara
Christensen.
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Chairperson
Sohi to approve the agenda with a modification to discuss item
B-5 following item B-1.
Motion passed 5:0 by a roll-call vote.
PUBLIC COMMENT:
None.
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
ITEM NUMBER: A-1
DATE: 1/17/18
Atascadero TBID
December 20, 2017
Page 2 of 5
• 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.
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve the consent calendar.
Motion passed 5:0 by a roll-call vote.
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.
Scott Andrews from SLO Jazz Festival gave the presentation and answered questions
from the Board. He also handed out a sample event poster (Exhibit A), postcard (Exhibit
B) and program (Exhibit C) to the Board.
Public Comment: None.
Item B-5 was discussed following item B-1.
2. Event Sponsorship Ticket Policy
• Recommendation: Approve the Event Sponsorship Ticket Policy. [Big Red
Marketing]
• Fiscal Impact: None.
Destination Management Consultant Ottman gave the presentation and answered
questions from the Board.
Public Comment: None.
MOTION: By Vice Chairperson Alexander and seconded by Chairperson
Sohi to approve the Event Sponsorship Ticket Policy as
presented.
Motion passed 5:0 by a roll-call vote.
ITEM NUMBER: A-1
DATE: 1/17/18
Atascadero TBID
December 20, 2017
Page 3 of 5
3. ATBID Marketing Committee Composition
• Recommendation: Approve ATBID Marketing Committee composition
guidelines. [Big Red Marketing]
• Fiscal Impact: None.
Destination Management Consultant Ottman gave the presentation and answered
questions from the Board.
Public Comment: None.
MOTION: By Chairperson Sohi and seconded by Board Member Brewer
to approve ATBID Marketing Committee with a modification to
include two-year term limits for Board members.
Motion passed 5:0 by a roll-call vote.
Board Member O’Malley left the meeting at 3:25 p.m.
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.
Destination Management Consultant Ottman gave the presentation.
Public Comment: None.
MOTION: By Board Member Dawson and seconded by Vice Chairperson
Alexander to 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.
Motion passed 4:0 by a roll-call vote.
Item B-5 was discussed following item B-1.
5. ATBID Finance Committee
• Recommendation: Discuss and provide staff direction on development of an
ATBID Finance Committee. [Big Red Marketing]
• Fiscal Impact: None.
Destination Management Consultant Ottman gave the presentation and answered
questions from the Board. The Board directed staff to explore additional activities for the
ITEM NUMBER: A-1
DATE: 1/17/18
Atascadero TBID
December 20, 2017
Page 4 of 5
Finance Committee including the addition of an informational presentation regarding
municipal finances given by appropriate guest speakers such as the City Treasurer and
Finance Director. Destination Ottman noted that a recommendation would be presented
at a future board meeting.
Public Comment: None.
6. Monthly Marketing Statistics Summary
• Recommendation: Receive and file November Marketing Statistics
Report. [Verdin Marketing]
• Fiscal Impact: None.
Marketing Consultant Sawyer gave the presentation and answered questions from the
Board.
Public Comment: Annie Weyrich.
The Monthly Marketing Statistics Summary
was received and filed by the Board.
7. Monthly Budget Report
• Recommendation: Receive and file October Budget Report. [Big Red
Marketing]
• Fiscal Impact: None.
Destination Management Consultant Ottman gave the presentation and answered
questions from the Board.
Public Comment: None.
The Monthly Budget Report
was received and filed by the Board.
C. UPDATES
1. Visit SLO CAL TMD Update – Chairperson Sohi did not have an update.
2. Short-term Rentals/Host Compliance Update – Deputy City Manager Banish
handed out an updated list (Exhibit D) 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 showed a video from San Diego Bay Wine & Food Festival.
4. City Business Updates – Deputy City Manager Banish provided a brief update.
Community Development Director Phil Dunsmore provided an update on
upcoming City building projects.
5. Marketing Committee Update – Destination Management Consultant Ottman
reported on the recent Marketing Committee’s discussions regarding ATBID
opportunities.
ITEM NUMBER: A-1
DATE: 1/17/18
Atascadero TBID
December 20, 2017
Page 5 of 5
D. BOARD MEMBER COMMENTS
None.
E. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 4:44 p.m.
MINUTES PREPARED BY:
_______________________________________________
Angelica Ottman, Destination Management Consultant
Exhibit A – SLO Jazz Fall Festival Poster provided by Scott Andrews
Exhibit B – SLO Jazz Fall Festival Postcard provided by Scott Andrews
Exhibit C – SLO Jazz Fall Festival Program provided by Scott Andrews
Exhibit D – Short-term Rental Listings provided by Terrie Banish
APPROVED:
ITEM NUMBER: B-1
DATE: 1/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
SLO Jazz Festival to Request 2018 Event Sponsorship
RECOMMENDATION:
Discuss and provide staff direction on potential sponsorship of SLO Jazz Festival 2018
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 City sponsored the event venue at no charge and
covered the incurred costs for security and cleaning as a result of the 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.
Scott Andrews from SLO Jazz Festival provided a recap presentation at the December
20, 2017 Board Meeting. The 2017 show sold out at 349 tickets and 16% of ticket
purchasers were from out of the county. In assessing how this event aligns with the tiers
of the ATBID Event Support Guidelines, the results from the 2017 show would qualify
this event as a Tier 3 event. In order to qualify for Tier 2 sponorship, the show would
need to attract over 500 attendees.
Following discussion and direction to staff at January 17, 2018 Board Meeting, staff will
present a recommendation at February 21, 2018 ATBID Board Meeting.
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.
Page 9 of 23
ITEM NUMBER: B-1
DATE: 1/17/18
ATTACHMENTS:
1. SLO Jazz Festival 2018 Request
Page 10 of 23
Benefiting the culture and community of San Luis ObispoCelebrating life through music and the great Central Coast!SLO Jazz Festival2018 Fall Fest Production & Sponsorship Presentationpresented 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 DiverseProgramming•98% Zero Waste Events•Solar Powered Stages•Quality Food, Wine, Beer•Always Involving Youth•(501)c3 in Good StandingNow TWO Great events to sponsor!SLO JAZZ FESTIVAL IS EDUCATION!We are bringing about educationin four ways:1.Jazz Talks –our first Jazz Talks at The Villages in SLO was a rousingsuccess!2.Summer Jazz Workshop –throughCuesta Jazz,Cuesta College Community Programs, and spearheaded by SLO Jazz Festival, witnessed 30 studentsperform for over 90 parents& friends –we gave a scholarship to 6 studentsin 2017!3.Special Guest Instructors4.Public PerformancesWe tripled attendance from 2014 to 2017! We are currently planning the 5thAnnual2018 Summer Jazz Workshop with Cuesta Jazz and Cuesta Community ProgramsJune 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 11 of 23
We completed the first ever SOLD OUT BossaNova Party in Fall 2015 at the Marriott and this year completed the 4thAnnual SLO Jazz Festival, then produced 2016 Fall Fest. We then SOLD OUT our 1stever holiday party at the Allegretto Vineyard Resort: a aTribute 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 showsSpecial jazz concerts bring more exposure year-round to your jazz fest sponsorship!2017 Artwork2017 Show Results•Atascadero Attendance349 SOLD OUT•16% of TicketPurchasers Out ofCounty•Highly Successful showwith attendees comingto Atascadero from allover the Central Coastand Beyond!•The Buzz & Feedbackhas been VERY POSITIVEPhoto of Coco Montoya fromBay News2017 Fall Fest Results•Total Attendance1136 All 4 Shows•31% of TicketPurchasers Out ofCounty•Series was a Successand made close to$10,000 for SLO JazzFestival & Education•The Buzz & Feedbackhas been VERY POSITIVE Page 12 of 23
2017 Publicity•Atascadero Logo on:–10,000 + postcarddistributed at MontereyJazz Festival, all countyhotels, and beyond–500 posters distributedacross SLO County andbeyond–TV Ad–Press Releases–Name Mention fromStage 16x–Social Media Campaign–New Times, MontereyWeekly, TolosaPressWhat 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 TolosaPress, KCBX, American General Radio•Prominent inclusion in ads, program, PR, promotions, website, and social media•Statewide Social and DigitalMedia CampaignIn-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 ProgramAnnual Events•In-home concerts•Get Jazzed Parties•Multiple Fundraising Concerts/Year•5thAnnual SLO Jazz Festval•3rdAnnual Fall Fest•5thAnnual Summer Jazz Workshop•Potential Exposure Year-round through Jazz Festival relationship•Can produce an event at your location (additional $$)What We RequestTop Level Sponsorship•Put your NAME at the TOP–CASH sponsorship•Get your logo and BRANDnoticed•EXCLUSIVE marketingbenefits with a uniqueaudience•$10K –20K (3 year ifpossible)Additional In-Kind•Press Release/Email•Internal Support (specialrates for your employees)•Clout with peers andCalifornia tourism•Additional social andemail lists in-kind supportWhat We RequestProduction of Shows•We will produce concerts in YOURcity for the cost of production &marketing, and handle the details•You pay a fee, and agree to helppromote each show through yourown marketing•We also promote. For everyadditional sponsorship dollarraisedwe 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 13 of 23
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 FestTourism Sponsor Benefits$12,300 MAIN STAGE Sponsor Partner (4 out of 6 Left) Receives:Full Color Logo on all festival marketing collateral to includeProgramPostersFlyersSupporting Merchandise (Black/White name only)Slojazzfest.org site SLO Jazz Fest Social Media AssetsEvent Marketing2 Banners at Festival (1 Sponsor provided, 1 Fall Fest provided)Full Color Logo on Stage BannerLive 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/Email10 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 duringSeptember –November–1 in Atascadero –Pavilion on the Lake–1 in Pismo Beach–2 -4 in Morro Bay (approved by TBID) –Gio’sParking 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 at2,400+! 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 DirectorSLO Jazz Festival, Inc.1864 Atlantic City Avenue, Suite BGrover Beach, CA 93433 FEDERAL TAX ID: 27-2625815 We are 501(c)3 non-profitThank you for your support. We APPRECIATE YOU! Photo of Purple Ones at Fremont Theater, 2016 Fall Fest Page 14 of 23
ITEM NUMBER: B-2
DATE: 1/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
ATBID Finance Committee
RECOMMENDATIONS:
1. Approve ATBID Finance Committee structure and guidelines.
2. Appoint two ATBID Board Members to serve on the ATBID Finance Committee.
3. Direct staff to schedule an informational presentation regarding municipal finances.
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 Destination Management firm recommends forming a Finance Committee that
meets 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.
At the December 20, 2017 Board Meeting the Board agreed with staff’s
recommendations of the aforementioned tasks and responsibilities. The Board also
discussed establishing an informational financial session lead by guest-speakers to gain
a better understanding of the ATBID finances. Additionally, the Board expressed
interest in designating reserve funds and discussing emergency fund protocols. Once
established, the Finance Committee could further explore these opportunities.
Upon further consideration, it is recommended that the initial tasks of the finance
committee include a comprehensive review of the budget, evaluation of expenditures,
establishment of financial protocols such as consultant travel rates and approved
reimbursements, and guidance to help create the 2018/2019 fiscal year budget.
Furthermore, at a later date, the finance committee members will discuss and provide
ITEM NUMBER: B-2
DATE: 1/17/18
an update to the board as to how the finance committee should grow to accommodate
Board requests.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
ITEM NUMBER: B-3
DATE: 1/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file December Marketing Statistics Report.
DISCUSSION:
December finished up the fall digital campaign with results that are consistent with
previous months. New ad creative will begin in January. A/B testing eblast subject lines
showed audience responds best to strong and direct subject lines, which resulted in a
jump in open rates and click-through rates. New strategy will be implemented using this
data for the coming email campaigns, which will also include more thematic messaging
and less website-based information.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.December Statistics Summary
Page 17 of 23
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
DECEMBER STAT SUMMARY
ATASCADERO TBID
January 3, 2017
WEB ANALYTICS
WEBSITE TRAFFIC
Website Views:
10,464 vs. 18,674 (Dec 2016)*
New Visitors: 4,389 (79% of 5,553
total visitors)
PPV (Page Per Visit):
1.88 (no change noted)
TOS (Time on Site):
0:57 (no change noted)
*There was a decrease in website
traffic when compared with
December 2016 of 44%. In 2016,
th ere was a news article that ran in
the SLO Tribune and KSBY that was
the top referral, along with related
social links regarding the article.
ACQUISITION
Direct: 4,482 v. 2,385
Organic: 1,719 v. 1,860
Social: 1,449 v. 944
Referral: 1,876 v. 260
Top Keyword Search:
Santa Barbara Zoo
PAGE VIEWS
Lodging: 2,578
Homepage: 1,780
Events: 1,572
Things to do: 1,844
GEOGRAPHIC REFERRALS
Los Angeles: 1,243
Atascadero: 554
San Francisco: 463
Paso Robles: 237
San Luis Obispo: 174
TOP REFERRING URLS
Facebook: 890
Google: 595
Yahoo and Bing: 24
centralcoast-tourism.com: 49
sanluisobispo.com: 39
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 5,683
Impressions: 316,166
Organic: 12,017
Paid: 298,861
Reach: 228,900
Engagements: 4,829
Top Post: Bestie Bash Reach: 32,247
Main audience: Women over 35, living in SLO County
and Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,003
New Followers: 58 (6% increase during Bestie Bash
promo)
Likes received: 775
Comments 73 (49% increase over last month!)
Main audience: Women under 35, new audience
Twitter Followers: 183
Reach: 5,646
Engagements: 9
Main audience: Reporters and Destinations
Page 18 of 23
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The December e-newsletter went out on Thursday, December 14th and featured the NYE Bestie
Bash contest, Paso Wine Speak and summer wedding venues. This month we A/B tested subject
lines and the results showed that the bolder subject line had an almost 20% open rate along with
an almost 5% click rate. We suggest using bolder subject lines in future e-newsletters.
3,855 Recipients
19.1% Open Rate (Industry Average is 15%)
4.3% Click Through Rate (Industry Average is 1.8%)
E-NEWSLETTER ANALYTICS
The last month of 2017 finished the year using just Facebook to promote visits to Atascadero, along with
social media posts for the New Year’s Eve promotion. While total results were down slightly, this was in
proportion to the lower December budget. Here are the results:
FACEBOOK
The motion graphic video featuring pie eating was used in December for ads on Facebook and Instagram.
Video Campaign Results:
Total Impressions: 225,022 Total Clicks: 3,766
CTR: 1.33% Actions (including likes, shares, comments): 17,208
Total Facebook October Results (including social posts):
Total Impressions: 295,508 Total Clicks: 3,935
CTR: 1.54% Actions (including likes, shares, comments): 30.016
Page 19 of 23
ITEM NUMBER: B-4
DATE: 1/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file November Budget Report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of November 30, 2017.
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 to add videography coordination. The
remaining cost for Verdin to help with coordination is accounted for under Photography
& Video, GL code 2301.
Verdin’s cost of $4,016.68 to participate in the Visit SLO CAL SAVOR exhibitor space at
San Diego Bay Wine & Food Festival is accounted for under Consumer Show
Presence, GL code 2801. Additionally, the cost for giveaways for the Visit SLO CAL
SAVOR experience at the San Diego Bay Wine & Food totaled $2,845.42 and is
accounted for under Promotional Items, GL code 2304.
Upon review of this month’s budget all other expenses are in line with expected
expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 20 of 23
GL #Notes
REVENUE PROJECTIONS July August September October November
1100 2% BID Revenue July 2017 - June 2018 $13, 598 $47,630.00 $41,737.00 $0.00 $89,367.00 261,250.00$ 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$ 3,000.00$ 15,000.00$ 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$ 1,696.30$ 6,809.10$ 18,000.00$ Per presented scope of work
2300 Visual Assets and Branding 71,500.00$
2301 Photography & Video 11,856.40$ 1,658.60$ 13,515.00$ 20,000.00$
2302 Creative Services - Verdin Scope 3,632.50$ 5,321.90$ 2,131.79$ 1,176.80$ 196.20$ 12,459.19$ 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$ 2,845.42$ 11,623.99$ 18,000.00$
2400 Digital Marketing 28,353.00$
2401 Website Updates 145.00$ 70.40$ 150.00$ 128.00$ 493.40$ 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$ 1,322.20$ 7,566.33$ 16,000.00$ Per presented scope of work
2404 E-Newsletter 527.80$ 551.00$ 568.20$ 477.80$ 502.00$ 2,626.80$ 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$ 10,518.07$ 30,740.04$ 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$ 29.00$ 1,595.90$ 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$ 4,016.68$ 7,016.68$ 10,000.00$
2802 Event Support Program 21,075.00$ 7,500.00$ 300.00$ 28,875.00$ 50,000.00$
TOTAL EXPENSES 41,537.71$ 20,968.38$ 19,087.14$ 37,314.63$ 25,912.47$ 144,820.33$ 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 21 of 23
1/5/18
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL*BUDGETED 2017-2018 BUDGETED
2014-2015 2015-2016 2016-2017 2016-2017 through 11/30/17 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 63,732 95,000
6400000 Operating Supplies - 1,217 120 - - 2,000
6500000 Contract Services 26,173 105,314 138,414 155,000 83,878 275,000
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 31,243 206,020 232,639 249,070 151,929 379,610
NET INCOME/(LOSS)132,861 40,516 35,592 (60,270) (62,562) (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$ 302,879$ 250,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
Page 22 of 23
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 23 of 23