HomeMy WebLinkAboutTBID_2018-02-21_Agenda PacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, February 21, 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 Jaclyn Dawson, SpringHill Suites by 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 – January 17, 2018
•Recommendation: Approve the Draft Action Minutes of January 17, 2018. [Big
Red Marketing]
B. BUSINESS ITEMS
1.Z-Day California Car Show Event Update Presentation
•Recommendation: Receive and file event planning progress presentation on the
2018 Z-Day California Car Show. [SOCALZ]
•Fiscal Impact (GL 2802): None.
2.Tent City Marathon Event Update Presentation
•Recommendation: Receive and file event planning progress presentation on the
2018 Tent City Marathon. [Vitality Fitness]
•Fiscal Impact (GL 2802): None.
3.Central Coast Craft Beer Fest Event Update Presentation
•Recommendation: Receive and file event planning progress presentation on the
2018 Central Coast Craft Beer Fest. [Central Coast Brewers Guild]
•Fiscal Impact (GL 2802): None.
4.Wine Speak Recap Presentation
•Recommendation: Receive and file event recap on 2018 Wine Speak event.
[Rossi Foundation]
•Fiscal Impact (GL 2802): None.
5.Goodway Group Digital Co-op Advertisement Opportunity with Visit SLO CAL
•Recommendation: Approve $20,000 digital co-op advertisement opportunity with
Visit SLO CAL. [Verdin Marketing]
•Fiscal Impact (GL 2502): $20,000.
6.Monthly Marketing Statistics Summary
•Recommendation: Receive and file January Marketing Statistics Report. [Verdin
Marketing]
•Fiscal Impact: None.
7.Monthly Budget Report
•Recommendation: Receive and file December Budget Report. [Big Red
Marketing]
•Fiscal Impact: None.
C.UPDATES
1.Visit SLO CAL TMD Update – Chairperson Sohi
2.Visit SLO CAL Marketing Committee Update – City Manager’s Office
3.Short-term Rentals/Host Compliance Update – City Manager’s Office
4.Destination Management Update – Big Red Marketing
5.City Business Update – City Manager’s Office
6.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: 2/21/18
Atascadero TBID
January 17, 2018
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, January 17, 2018 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Sohi called the meeting to order at 2:33 p.m.
ROLL CALL:
Present: Board Member Brewer, Board Member Dawson, Vice Chairperson
Alexander, and Chairperson Sohi.
Vacant: None.
Absent: Board Member O’Malley.
Staff Present: Destination Management Consultant Amanda Diefenderfer, Destination
Management Consultant Angelica Ottman, Marketing Consultant
Stephanie Sawyer, and Deputy City Manager/Outreach Promotions
Terrie Banish.
APPROVAL OF AGENDA:
MOTION: By Vice Chairperson Alexander and seconded by Board Member
Dawson to approve the agenda.
Motion passed 4:0 by a roll-call vote.
PUBLIC COMMENT:
Jenae Walters introduced the new President/CEO of the Atascadero Chamber of
Commerce, Derek Kirk. Amanda Diefenderfer introduced Hanna Mesinger, a member of the
Big Red Marketing team.
A. CONSENT CALENDAR
1. ATBID Draft Action Minutes – December 20, 2017
• Recommendation: Approve the Draft Action Minutes of December 20, 2017. [Big
Red Marketing]
ITEM NUMBER: A-1
DATE: 2/21/18
Atascadero TBID
January 17, 2018
Page 2 of 4
MOTION: By Vice Chairperson Alexander and seconded by Board Member
Brewer to approve the consent calendar.
Motion passed 4:0 by a roll-call vote.
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.
Destination Management Consultant Ottman gave the presentation and answered questions
from the Board along with Deputy City Manager Banish.
Public Comment: Jessica Sohi.
MOTION: By Chairperson Sohi and seconded by Board Member Brewer to
decline sponsorship of SLO Jazz Festival 2018 Fall Fest.
Motion passed 4:0 by a roll-call vote.
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.
Destination Management Consultant Ottman presented the recommendations for the
formation of the Finance Committee. Deputy City Manager Banish provided clarification on
the definitions and requirements of a standing committee, and a temporary advisory
committee and provided a handout (Exhibit A) with the definitions of these committee types.
Ottman and Banish answered questions from the Board.
Public Comment: None.
MOTION: By Vice Chairperson Alexander and seconded by Chairperson
Sohi to:
1. Approve formation of an ATBID temporary Finance Advisory
Committee.
2. Appoint Board Member Brewer and Board Member Dawson
to serve on the ATBID temporary Finance Advisory Committee.
3. Direct staff to schedule an informational presentation
ITEM NUMBER: A-1
DATE: 2/21/18
Atascadero TBID
January 17, 2018
Page 3 of 4
regarding municipal finances.
Motion passed 4:0 by a roll-call vote.
3. Monthly Marketing Statistics Summary
• Recommendation: Receive and file December Marketing Statistics
Report. [Verdin Marketing]
• Fiscal Impact: None.
Marketing Consultant Sawyer gave the presentation and answered questions from the
Board.
Public Comment: None.
The Monthly Marketing Statistics Summary
was received and filed by the Board.
4. Monthly Budget Report
• Recommendation: Receive and file November 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 provided an update that included the
creation of a new destination development strategy, marketing efforts and staff
additions to help maximize opportunities. Additionally, he provided an update on the
new Visit SLO CAL website and its capabilities to support lodging member profiles.
2. Short-term Rentals/Host Compliance Update – Deputy City Manager Banish reported
that in 2015 there was a total of 15 identified short-term rentals. With the use of Host
Compliance, the list has grown to 45 identified properties. There continues to be
progress towards encouraging short-term rentals to be in compliance with current
ordinances.
3. Destination Management Update – Destination Management Consultant Ottman
reported that she met with Marketing Consultant Sawyer to review exposure from the
Airport TV at the San Luis Obispo airport. Additionally, she checked Host Compliance
to see if there are new non-compliant short-term rentals; they confirmed at this time
there are no new properties. Finally, she is working with Visit SLO CAL to potentially
develop an opportunity for a second representative from Visit Atascadero to attend
ITEM NUMBER: A-1
DATE: 2/21/18
Atascadero TBID
January 17, 2018
Page 4 of 4
IPW’s media events as there is a restriction that only one destination representative
can attend the Visit SLO CAL IPW booth co-op.
4. City Business Update – Deputy City Manager Banish provided an update on new
planning commission zoning requirements that will be moving forward to City Council
for approval and that will heavily affect the downtown composition and confirmed that
there are three restaurants participating in Restaurant Month. Also, she reported on
upcoming events including the City Council meeting that will feature the ATBID and
City marketing presentation. Additionally, Deputy City Manager Banish offered to
provide updates from the Visit SLO CAL Marketing Committee meetings each month.
Finally, she noted the availability of the promotional materials for the Tent City
Marathon and Central Coast Beer Fest; these items were shared with the Board
(Exhibit B, Exhibit C and Exhibit D).
5. Marketing Committee Update – Destination Management Consultant Ottman
provided no update because there was not a committee meeting.
C. BOARD MEMBER COMMENTS
None.
D. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 3:59 p.m.
MINUTES PREPARED BY:
_______________________________________________
Amanda Diefenderfer, Destination Management Consultant
Exhibit A – Handout containing definitions of standing committees and temporary advisory committees by
Terrie Banish
Exhibit B – Tent City Marathon Poster provided by Terrie Banish
Exhibit C – Tent City Marathon Postcard provided by Terrie Banish
Exhibit D – Central Coast Beer Fest Poster provided by Terrie Banish
APPROVED:
ITEM NUMBER: B-1
DATE: 02/21/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Z-Day California Car Show Event Update Presentation
RECOMMENDATION:
Receive and file event planning progress presentation on the 2018 Z-Day California Car
Show.
DISCUSSION:
The ATBID Board awarded a $5,000 Tier 2 Event level sponsorship to SOCALZ at the
October 19, 2016, Board Meeting. The Z-Day Car Show was hosted for the first time in
Atascadero on Saturday, March 18, 2017.
At the September 20, 2017, ATBID Board Meeting Tony Anaya from SOCALZ
presented a sponsorship request for the 2018 Z-Day Car Show. Following the
presentation, the Board moved to approve a $7,500 sponsorship of the 2018 Z-Day Car
Show contingent upon submission of marketing materials and moving the event date to
March 10, 2018.
The Z-Day California Car Show planning presentation will provide an update of the
event.
FISCAL IMPACT:
None. Committed to $7,500 sponsorship at September 20, 2017, ATBID Board Meeting.
This sponsorship has been committed for the 2017/2018 fiscal year.
ATTACHMENTS:
1. Z-Day California Event Update Presentation
Page 8 of 41
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HTTPS://YOUTU.BE/ULE4RGNAOGYHTTPS://YOUTU.BE/YFRU-SZQXLS••••••••••••••••• Page 10 of 41
••••••••••• Page 11 of 41
ITEM NUMBER: B-2
DATE: 02/21/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Tent City Marathon Event Update Presentation
RECOMMENDATION:
Receive and file event planning progress presentation on the 2018 Tent City Marathon.
DISCUSSION:
At the October 19, 2016, ATBID Board Meeting Victoria Hartt from Vitality Fitness
presented a sponsorship request for the 2018 Tent City Marathon. Following the
presentation, on November 16, 2016, the Board moved to approve a $15,000
sponsorship of the 2018 Tent City Marathon.
The Tent City Marathon planning presentation will provide an update of the event.
FISCAL IMPACT:
None. Committed to $15,000 sponsorship at November 16, 2016, ATBID Board
Meeting. This sponsorship has been committed for the 2017/2018 fiscal year.
ATTACHMENTS:
1. Tent City Marathon Presentation
Current Number of Participants502 participants 500 spectatorsProjected: 600-700 participants 600-700 spectatorsOriginal goal was 1,000 participants 1,000 spectators for our first yearAdvertising Budget and next stepsOf the 15,000 granted by the ATB we have spent 12,282.38 so farThe remaining funds will continue to be used for the sole purpose of advertising.AdWords, Facebook Ads, Active.com, Runners World, banners, posters, and local publicationsWe have a press release that is being picked up so farby:Atascadero NewsPaso Robles PressSLO Life MagazinesloinfopressNew Times SLOKCOYKEYTKPRLPaso MagazineBreakdown of Participants Page 13 of 41
90/502 are from AtascaderoAll others are from out of town, state, or country.Next StepsBring this event together without a hitch! Begin planning next years Marathon.Meeting with local Race Directors to discuss dates and times so they don’t conflict. Page 14 of 41
ITEM NUMBER: B-3
DATE: 02/21/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Craft Beer Fest Event Update Presentation
RECOMMENDATION:
Receive and file event planning progress presentation on the 2018 Central Coast Craft
Beer Fest.
DISCUSSION:
At the August 16, 2017, ATBID Board Meeting Matt Dolman from Central Coast
Brewers Consortium presented a sponsorship request for the 2018 Central Coast Craft
Beer Fest. Following the presentation, the Board moved to approve a $7,500
sponsorship of the 2018 Central Coast Craft Beer Fest.
The Central Coast Craft Beer Fest planning presentation will provide an update of the
event.
FISCAL IMPACT:
None. Committed to $7,500 sponsorship at August 16, 2017, ATBID Board Meeting.
This sponsorship has been committed for the 2017/2018 fiscal year.
ATTACHMENTS:
1. Central Coast Craft Beer Fest Event Update
Page 15 of 41
Central Coast Craft Beer FestEvent UpdatePrepared for Atascadero Tourism Board Improvement District February 1, 2018by Central Coast Brewers GuildMatt Dolman, Treasurer matt@dolmanassociates.comCENTRAL COAST BREWERS GUILD•Mission–Increase awareness by educating consumers about the California Central Coast’s influence on local craft beer•About–www.centralcoastbrewersguild.com–Name change to Central Coast Brewers Guild–Membership increased to 41 Breweries, 46 locations–Monterey, San Luis Obispo, Sta Barbara, Ventura Counties2Central Coast Beer WeekFri. Mar 23rd –Sun. Apr 1st, 2018•Brewers Reception–Atascadero City Hall, 4thFlr–6:00-8:00pm Fri, Mar 23rd, 2018–Approx54 attendees from outside of SLO County3Central Coast Beer WeekFri. Mar 23rd –Sun. Apr 1st, 2018•Central Coast Craft Beer Fest -Sunken Gardens–12:00-4:00pm Sat, Mar 24th, 2018–34 Member Breweries -16 are outside SLO County•Up to 7 add’lthat are in mudslide affected areas–11 Guest Breweries -outside Guild territory–Four Cideries–Six Wineries–Music, activities, food and retail vendors4 Page 16 of 41
MARKETING A BEER FEST•Online presence–www.centralcoastcraftbeerfest.com–www.centralcoastbrewersguild.com–Facebook -facebook.com/centralcoastbrewersguild/–Instagram -@centralcoastbrewersguild–Twitter -@CCCraftBeerFest5MARKETING A BEER FEST (cont.)•Press Release6MARKETING A BEER FEST (cont.)•Online, TV and Radio Event Advertising–Beer Websites–Newsletters, etc.–Social Media–Wine Websites–Event Websites–Local Events–News Media–Radio–Television -Will contact closer to event7Ticket Summary•Original estimates–Conservative•660 attendees–Stretch•890 attendees•Updated estimates–Conservative•1,000 attendees–Stretch•1,200 attendees•VIP Tickets sold out as of Sunday, January 28, 20188 Page 17 of 41
Ticket Summary•Original estimates–Conservative•660 attendees–Stretch•890 attendees•Updated estimates–Conservative•1,000 attendees–Stretch•1,200 attendees•VIP Tickets sold out as of Sunday, January 28, 20189Ticket Summary (Cont.)10150VIP Session95Very Early Bird98Early Bird6Designated Driver (Non-drinker)84Advance2Promotional2VIP Session - GA upgrade4Press Pass441Ticket Type11Central Coast Craft Beer FestTicket Sales by MonthSaturday, March 24th, 2018# TktsPrice ($)Net $# TktsPrice ($)Net $Saturday Advance ticket salesGen Admission (3 hrs)Very Early Bird100 25 2,500 95 25 2,375 Early Bird100 30 3,000 96 30 2,880 Advance400 40 16,000 84 40 3,360 GA Hotel Package20 25 500 - 25 - VIP (4 hrs)Advance150 50 7,500 152 50 7,600 VIP Hotel Pkg20 35 700 - 35 - Brewers Discount20 30 600 - 30 - Designated driver20 25 500 6 25 150 Radio/Promo Comps40 - - 2 - - Giveaways30 - - - - - Day of salesGen Admission (3 hrs)200 50 10,000 - 50 - GA Designated Driver5 25 125 - 25 - DD Conversion to GA- 25 - - 25 - Total 1,105 41,425 435 16,365 100%100%39%40%As of January 31, 20182018 Budget12Central Coast46%CA2%NorCal21%SoCal9%IL0%TX0%WI0%Unknown22%TICKET SALES BY GEOGRAPHIC REGIONJANUARY 31, 2018 Page 18 of 41
Metrics13Google Analytics14Google Analytics15Google Analytics16Facebook Page 19 of 41
17Facebook18Twitter19Thank youQuestions? Page 20 of 41
ITEM NUMBER: B-4
DATE: 02/21/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Wine Speak Recap Presentation
RECOMMENDATION:
Receive and file event recap on 2018 Wine Speak event.
DISCUSSION:
At the October 18, 2017, ATBID Board Meeting, Amanda Wittstrom Higgins from the
Rossi Foundation presented a sponsorship request alongside an overview of the goals
and marketing efforts for Wine Speak. Following the presentation, at the November 15,
2017 ATBID Board meeting, the Board moved to approve a $10,000 sponsorship of
Wine Speak.
Wine Speak took place January 8 – 11, 2018, at multiple venues. The ATBID support of
$10,000 was utilized to help offset the marketing costs to bring visitors to Atascadero for
Wine Speak.
The second Wine Speak event is scheduled for January 8 – 10, 2019. The Pavilion on
the Lake and City Hall have been reserved and the City is looking to renew their
co-sponsored participation in this event.
FISCAL IMPACT (GL 2802):
None. The ATBID Board committed $10,000 at the November 15, 2017, Board Meeting.
ATTACHMENTS:
1. Wine Speak Recap Presentation
2018 WINE SPEAKRECAP REPORTJANUARY 9-11TH, 2018 | ATASCADERO, CAEVENT VIDEOhttps://youtu.be/5RQCdrugfvgEVENT OVERVIEWTEN EVENTS WERE HELD IN THE HEART OF PASO ROBLES AVAEVENT OVERVIEW•We sold out of all events a week before the event•Sommeliers, media, and consumers have inquired about attending the 2019 event•We had attendees from Australia, Wisconsin, Washington, Virginia, Maryland, Georgia, Massachusetts and Hawaii•Earned media highlights: The Tasting Panel, The SOMM Journal, The Clever Root, The KrushRadio, KjugRadio, Wine Industry Advisor, Travel Paso, Paso Robles Daily News, Wine Business Blog, and Guild Somm. Page 22 of 41
EVENT OVERVIEWWine Speak attracted the highest caliber attendees and key influencers within the wine industry.•605 Trade & Media Attendees Checked in•35% of these attendees were from out of the area.•134 Public Attendees Checked in•739 Attendees TotalATTENDANCE STATSEVENT OVERVIEWPARTICIPATING WINERIESPRE EVENT PRINT MEDIACommunity and Camaraderie on the Central Coast, The TastingPanelMagazine,December2017, page 86Community and Camaraderie on the Central Coast,The SommJournal, December 2017, page 42Cultivating Community, Exclusive Wine Speak Paso Robles Event Aims to Expand Palates and KnowledgeThe Clever Root, December 2017SOCIAL MEDIA SAMPLING Page 23 of 41
SOCIAL MEDIA SAMPLINGSOCIAL MEDIA SAMPLINGSEBLAST SAMPLING -CONSUMERAVERAGE OPEN RATE: 22.3%EBLAST SAMPLING -TRADEAVERAGE OPEN RATE: 29.5% Page 24 of 41
EBLAST SAMPLING -HOSPITALITYAVERAGE OPEN RATE: 27.8%EBLASTOur templates were used to and shared bythefollowing partners: And severalparticipating wineries.PRINT CAMPAIGNS -PUBLIC9,000 CIRCULATED THE COUNTYPRINT CAMPAIGNS –HOSPITALITY 3,000 CIRCULATED THE COUNTY Page 25 of 41
PRINT CAMPAIGNS -TRADE4,000 CIRCULATED THE COUNTYPRINT CAMPAIGNS –SUMMARYEACH TRADE ATTENDEE RECEIVED AN EVENT BROCHURESPONSORSHIP EXPOSURE•Sponsorship signage flanked every entrance, panel, and tasting event.•Power point played during every seminar•Several verbal mentions throughout the eventIMAGE HIGHLIGHTS Page 26 of 41
IMAGE HIGHLIGHTSIMAGE HIGHLIGHTSIMAGE HIGHLIGHTSIMAGE HIGHLIGHTS Page 27 of 41
COMMENTS FROM ATTENDEES“Wow, this place is gorgeous. They should do events like this more often.” -Grand Tasting Winery Attendee“I need to come back to Atascadero and write about this place!” -Matt Kettman, Wine Enthusiast“ Down town Atascadero is awesome. I want to open a restaurant here. I met with a realtor last night!” -Restauranteur from Clovis, CA“This is the best tasting event we have ever been to in the AVA.”-Every producer I spoke to!“At the first SOMM Journal media event of the year, Paso Speak Founder Amanda Wittstrom-Higgins did a spectacular job of uniting some of the most sought-after winemakers.”-MeridithMay “It’s meaningful to us to be a part of these events, not just “cover” them as another media outlet. It’s this sense of partnership that inspires us to bring them to life in print and share the experiences with our readers.Wecouldn’t possibly write about all the events we’re asked to attend, but we are wholly committed to documenting those with which we are truly and integrally connected.” -MeridithMayMEDIA COVERAGEPOST EVENTTHIS ARTICLE WILL GO OUT IN THE FEB/MAR 2018 TASTING PANEL AND SOMM JOURNAL EDITIONS.“Central Coast, CA—The recent inaugural “Wine Speak Paso Robles” event is being hailed as a success by both attendees and organizers. A repeat performance is now in the works for January 8-10 of 2019.”MEDIA COVERAGEPOST EVENT“Wine Speak Paso Robles was an important event because it brought professionals to the region while also looking at wines outside the region. Not only did it enhance our palates to understand the nuances of Cabernet and Syrah in the old and new worlds, but it further fortified Paso Robles’s place in the global wine arena.” –MeridithMay, publisher and editor of The Tasting Panel and The SOMM Journal magazines.MEDIA COVERAGEPOST EVENT Page 28 of 41
“I am not one who attends these type of events because usually is very little to learn. However Wine Speak was different because it allowed someone who is in the business to see first hand wine producers discuss their philosophy’s on producing their style of wines.”-NunzioAlioto, MS, Former Chairman of the Court of Master SommeliersTRADE COMMENTSPOST EVENT“I thought the event was so important because it brought together all of the different sides of our industry under one roof. I found the event to be incredibly well organized and thoughtful in its approach, with lots of good conversation.” –Matt Dees, Winemaker at Jonata“Spending a day in the hospitality seminars led by our industry’s best has given me a renewed sense of excitement about what I can contribute—not only to our winery, but to the community as a whole.”-Melissa Swanson, Sales and Marketing director for Alta ColinaWineryTRADE COMMENTSPOST EVENTGRAND TASTING ATTENDEESHow would your rate the grand tasting on a scale from 1-5? (5 being best)-Weighted Avg: 4.53 out of 5Would you attend this event again?-98% said yes*Survey Data results as of 2.1.18SURVEY RESULTSGRAND TASTINGCOMMENTSA survey was sent out to all participants of the Grand Tasting on January 10th, 2018. Anonymous responses.“The opportunity to meet and to taste great wines made by some of the most gifted and talented people on our planet.”“The quality and number of the participating wine and food vendors was outstanding. The number of attendees was limited enhancing accessibility to vintners during the entire event.”“Having the winemakers there to answer questions, obscure wines to taste and the super-premium brands available.”“Ability to access some hard to come by cult wines and ease of accessing everything because of smallish number of people attending. Food options plentiful and good.”“It may have been the finest wine tasting event ever held on the central coast. It proved without a doubt these wines are second to none.”SURVEY RESULTS Page 29 of 41
WINE MAKING SEMINARSDo you feel like the seminars were worth your time and investment?-100% said yesDid you travel from out of the area to attend Wine Speak?-34% said yes*Survey Data results as of 2.1.18SURVEY RESULTSHOSPITALITY SEMINAR COMMENTSA survey was sent to all hospitality day attendees asking for comments. Anonymous responses.“You created magic in the last session about aloha. From the moment we entered the room, we felt the aloha spirit and learned how to change our operations for better hospitality.”“I enjoyed all of it! It was inspiring to hear each of these professionals speak so humbly about their sector of the industry.”“Honestly~ the presentation was BEAUTIFUL. I really enjoyed the content and service direction the teachers spoke about and displayed. It really showed what hospitality as a WHOLE is all about (whether you are with wineries, restaurant, or hoteliers).”SURVEY RESULTSSPONSORS2019 PLANNING Page 30 of 41
THANK YOU FOR ALL YOUR SUPPORT Page 31 of 41
ITEM NUMBER: B-5
DATE: 02/21/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Goodway Group Digital Co-op Advertisement Opportunity
with Visit SLO CAL
RECOMMENDATION:
Approve $20,000 digital co-op advertisement opportunity with Visit SLO CAL.
DISCUSSION:
Visit SLO CAL developed a digital co-op opportunity with the Goodway Group to
engage a highly-targeted audience through digital media that will be aligned with the
SLO CAL brand, targeting, outlets and partners. Recently the Visit SLO CAL digital
retargeting cooperative program was reviewed by Verdin. This program looks to be very
beneficial for Visit Atascadero and therefore Verdin recommends pursing this
advertisement opportunity with both the native in-stream campaign and the social media
co-op.
Visit Atascadero is currently running advertising campaigns with Travel Spike,
Facebook and Instagram and targeting the greater southern California basin. These
campaigns are performing well. While the targeting of Facebook and Instagram can
easily be altered, the targeting of the Travel Spike campaign in the LA area cannot be
changed during the contract.
Verdin recommends selecting different target geographical areas for each campaign.
The current campaign for Visit Atascadero is video only, which produces strong
engagement with traditionally lower CTRs. The native ad campaign offered by Visit SLO
CAL will likely be optimized for clicks using static photography with a headline. This type
of campaign should produce good click rates, but not be comparable to a video in terms
of overall success, since both clicks and engagement are important for all
campaigns. Both the native campaign and social media campaign offer good
placement, but in both cases, the geographical areas chosen should avoid the LA area
to get the best benefit. One city should be selected to ensure saturation.
Page 32 of 41
ITEM NUMBER: B-5
DATE: 02/21/18
FISCAL IMPACT (GL 2502):
$20,000. $5,000 per month with a two-month commitment for the native campaign and
$5,000 per month with a two-month commitment for the social media campaign.
ATTACHMENTS:
1. Visit SLO CAL FY 2017/18 Digital Retargeting Co-op Information Sheet
Page 33 of 41
Investment & Timing
Ad Content
Targeting
Benefits
Deadlines
A B C
Min. Monthly Spend $5,000/mo.$10,000/mo.$20,000/mo.
Min. Total DMO Contribution $5,000 $10,000 $20,000
Min. Total Campaign $10,000 $20,000 $40,000
Included Targeting RT & BT
Ad Platform
Estimated CPM $6.15 $6.31 $6.31
Est. Monthly Impressions 673,534 1,347,068 2,694,136
Campaign Objectives
Geo Options Choose 1-2: Las Vegas, Seattle,
Phoenix, Denver
(1) Choose 2-3: Las Vegas, Seattle,
Phoenix, Denver
OR
(2) Choose either LA or SF
(1) Las Vegas, Seattle, Phoenix, Denver
and either LA or SF
OR
(2) Both LA and SF
Reporting
Creative
A B C
Min Monthly Spend $5,000/mo.$10,000/mo.$20,000/mo.
Min. Total DMO Contribution $5,000 $10,000 $20,000
Min. Total Campaign $10,000 $20,000 $40,000
Included Targeting RT; Interest Targeting, DLX RT; Interest Targeting, DLX, CRM RT (separate ad set); Interest Targeting,
DLX, PushSpring, CRM
Ad Platform
Pixels N/A N/A Optional
Campaign Objectives Traffic / Brand Awareness Traffic / Brand Awareness Traffic / Brand Awareness
Geo Options Choose 1-2: Las Vegas, Seattle,
Phoenix, Denver
(1) Choose 2-3: Las Vegas, Seattle,
Phoenix, Denver
OR
(2) Choose either LA or SF
(1) Las Vegas, Seattle, Phoenix, Denver
and either LA or SF
OR
(2) Both LA and SF
Reporting
Creative
BT
LAL
CRM
Omnichannel
RT
DLX
PushSpring
• Utilize VSC RT, CRM & LAL audiences for more qualified targeting
• Access to premium targeting tools like DLX and PushSpring
Targeting Based on Mobile App Use
Monthly reports will include Impressions, Reach (unique users), All Clicks (CTA, profile clicks, etc.),
CTR, Engagements (reactions, shares, etc.)
Reporting specific to RT and other additional insights may be available at the $20K/month level.
Social Ads will be a 'Carousel' ads, consisting of a set of carousel photos, copy and link (see example below).
At the $20,000 monthly investment level, creative may be changed monthly or two ad sets may be run simultaneously.
Monthly reports will include Impressions, Clicks, CTR, Activities and eCPA. Metrics may vary by targeting.
Additional insights may be available at the $20K/month level.
Behavioral Targeting
Look-a-Like Targeting
Definitions
Native Ads will consist of photo, copy and link (see example below).
Social Media Co-op
Facebook, Instagram, Audience Network - Newsfeed (Display/Mobile)
1st Party Data Targeting
Targeting all Devices: Mobile, Desktop, Tablet
Retargeting
Datalogix Segment Targeting
Native In-Stream
Visit SLO CAL FY 2017/18 Digital Retargeting Co-op
Information Sheet
Program Overview
• Visit SLO CAL will match the DMO Partner investment 1:1 up to $20K per DMO total for all programs combined
• DMO Partnrs may participate in a Native campaign, a Social Media campaign or both
• Campaigns must be complete prior to June 30, 2018
• 2-month minimum campaign required per tactic (each Social and Native, not combined), ex. DMO $5K + VSC $5K = 2-month campaign at $5K/mo. = $10K total campaign
• Creative will be developed by Visit SLO CAL with approval by DMO partner; Visit SLO CAL needs 2 business days to develop draft creative
• All ads will click through to the DMO partner’s destination landing page on SLOCAL.com
• Visit SLO CAL will create the copy and supply the images for the ads
• DMO partner may submit talking points/ideas for the copy and images for consideration, though the goal will be to maintain consistency with the brand imagery and tone
of the Life's Too Beautiful to Rush campaign
Includes desktop, mobile web and mobile in-app
Awareness
• Campaign Start February 15, 2018
• Insertion Order Signed and Artwork Input Due by EOD February 5
• Draft Artwork to DMO Partner by EOD February 7
• Artwork Approved and Targeting Data (CRM) Provided by EOD February 9
• Campaign Start March 1, 2018
• Insertion Order Signed and Artwork Input Due by EOD February 19
• Draft Artwork to DMO Partner by EOD February 21
• Artwork Approved and Targeting Data Provided (CRM) by EOD February 23
RT, BT, CRM + LAL
• Behavioral Targeting (BT), Datalogix (DTX) & PushStream targeting will match Visit SLO CAL campaign targeting
• Look-Alike (LAL) & Database (CRM) targeting will require DMO submission of CRM data to be combined with Visit SLO CAL CRM targeting
Page 34 of 41
ITEM NUMBER: B-6
DATE: 2/21/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file January Marketing Statistics Report.
DISCUSSION:
The first month of 2018 started with a lighter advertising campaign using only Facebook
and Instagram ads. The millennial-focused 15 second video premiered first on both
platforms. Results showed that the video content on Facebook performed best for clicks
while Instagram performed best for video view throughs, so running the same ad on two
platforms helped balance out overall engagement. Overall website visits are down from
2017, but new visitor visits continue to rise. January was also the first month that the top
geographic referral to the website was the Bay Area. E-newsletter results in January
continue to trend up with almost double the open rate from last fall.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. January Statistics Summary
Page 35 of 41
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
JANUARY STAT SUMMARY
ATASCADERO TBID
February 2, 2017
WEB ANALYTICS (2018 vs. 2017)
WEBSITE TRAFFIC
Website Views:
10,017 vs. 17,362
New Visitors:
3,867 (83.5% of 4,351 total visitors)
PPV (Page Per Visit):
2.16 (21% increase)
TOS (Time on Site):
1:09 (21% increase)
ACQUISITION
Organic: 1,627 v. 1,856
Direct: 1.311 v. 4,180
Social: 1,020 v. 969
Referral: 680 v. 2,276
Top Keyword Search:
Santa Barbara Zoo
PAGE VIEWS
Homepage: 2,003
Events: 1,541
Things to do: 1,509
Lodging: 1,401
GEOGRAPHIC REFERRALS
San Francisco: 583
Atascadero: 505
Los Angeles: 414
San Jose: 271
Paso Robles: 248
TOP REFERRING URLS
Facebook: 992
Yahoo and Bing: 213
ksby.com: 102
sanluisobispo.com: 66
centralcoastcraftbeerfest.com: 42
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 5,683
Impressions: 168,232
Organic: 30,286
Paid: 123,823
Reach: 130,217
Engagements: 3,599
Top Post: The Groves on 41 wedding space
Reach: 3,815
Main audience: Women over 35, living in SLO County and
Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,020
New Followers: 16
Likes received: 886
Comments received: 15 (79% decrease from last month’s
Bestie Bash contest)
Main audience: Women under 35, new audience
Twitter Followers: 186
Reach: 6,017
Engagements: 11
Main audience: Reporters and Destinations
Page 36 of 41
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
2
ADVERTISING ANALYTICS
The January e-newsletter went out on Thursday, January 11th. This was the first month using an overall them
for the e-newsletter. The theme was Restaurant Month and it featured the Restaurant Month menu for the
three participating restaurants, ideas for places to get drinks after dinner, along with a “Book a Stay in
January” CTA.
3,846 Recipients
16.3% Open Rate (Industry Average is 15%)
1.8% Click Through Rate (Industry Average is 1.8%)
E-NEWSLETTER ANALYTICS
The first month of 2018 began with Facebook alone to promote visits to Atascadero.
FACEBOOK
The new video ads that were produced will be rotating on Facebook and Instagram. In January, the Millennial ad
featuring outdoor zip lining was served to the greater LA area. The budget was broken out separately for Facebook and
Instagram to see how each platform responded to the new video. The results were improved by running separate
campaigns, and they also illuminated the benefits of each platform. The same video ran on both platforms with the
same target demographics and target regions. While overall the total number of clicks was lower than December, the
engagement, as proven by the amount of people watching the video to completion, was very high. Facebook performs
the best when the goal of the campaign is clicks, but Instagram performs best if the goal of the campaign is engagement
and video views.
Facebook:
Total Impressions: 79,441 Total Clicks: 1,303
CTR: 1.64% Views to completion: 927 Cost per view: $.51
Instagram:
Total Impressions: 21,922 Total Clicks: 294
CTR: 1.34% Views to completion: 13,490 Cost per view: $.02
Total Facebook January Results (including social posts):
Total Impressions: 123,815 Total Clicks: 2,517
CTR: 2.03% Actions (including likes, shares, comments): 23,549
Video Views to 100%: 15,949
Page 37 of 41
ITEM NUMBER: B-7
DATE: 2/21/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file December Budget Report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of December 31, 2017.
The Board approved a $10,000 event sponsorship of Wine Speak on November 15,
2017. The $10,000 sponsorship is accounted for under the Event Support Program, GL
code 2802.
The Board approved paying for Bristols’ travel related costs to participate in the Visit
SLO CAL SAVOR exhibitor space at San Diego Bay Wine & Food Festival at the
Special Meeting on September 25, 2017. This $949.56 cost 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.
ATTACHMENTS:
1. ATBID Budget
2. ATBID Fund Summary
3. TOT Report
Page 38 of 41
GL #Notes
REVENUE PROJECTIONS July August September October November December
1100 2% BID Revenue July 2017 - June 2018 $13, 598 $47,630.00 $41,737.00 $0.00 $59,335 $148,702.00 261,250.00$ 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$ $3,000 18,000.00$ 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$ 1,417.90$ 8,227.00$ 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$ 2,400.00$ 15,915.00$ 20,000.00$
2302 Creative Services - Verdin Scope 3,632.50$ 5,321.90$ 2,131.79$ 1,176.80$ 196.20$ 1,989.10$ 14,448.29$ 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$ 188.00$ 25.60$ 579.00$ 4,353.00$ Per presented scope of work
2402 Social Media contest hard costs 1,167.55$ 1,167.55$ 2,000.00$
2403 Social Media/Contest Management 1,533.64$ 1,539.09$ 1,570.40$ 1,601.00$ 1,322.20$ 1,521.60$ 9,087.93$ 16,000.00$ Per presented scope of work
2404 E-Newsletter 527.80$ 551.00$ 568.20$ 477.80$ 502.00$ 620.60$ 3,247.40$ 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$ 3,323.08$ 34,063.12$ 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$ 754.40$ 3,178.30$ 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$ 949.56$ 7,966.24$ 10,000.00$
2802 Event Support Program 21,075.00$ 7,500.00$ 300.00$ $10,000 $38,875 50,000.00$
TOTAL EXPENSES 41,537.71$ 20,968.38$ 19,087.14$ 37,314.63$ 35,972.47$ 17,169.39$ 172,049.72$ 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 39 of 41
2/8/18
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL BUDGETED 2017-2018 BUDGETED
2014-2015 2015-2016 2016-2017 2016-2017 through 12/31/17 2017-2018
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 186,690$ 148,702$ 261,250$
46110.0000 Investment Earnings 2,068 5,458 724 2,110 - 3,810
Total Revenue 164,104 246,536 268,231 188,800 148,702 265,060
EXPENSES
6050000 Office Expense - 5,164 - 2,200 - 5,000
6070000 Advertising 3,450 86,914 91,005 90,000 78,736 95,000
6400000 Operating Supplies - 1,217 120 - - 2,000
6500000 Contract Services 26,173 105,314 138,414 155,000 96,103 275,000
6600000 Professional Development - - 425 - 425 -
6740000 Business Development - 5,000 - - 3,000 -
6900000 Administration 1,620 2,411 2,675 1,870 1,487 2,610
Total Expenses 31,243 206,020 232,639 249,070 179,752 379,610
NET INCOME/(LOSS)132,861 40,516 35,592 (60,270) (31,049) (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$ 334,391$ 250,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
Page 40 of 41
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 41 of 41