HomeMy WebLinkAboutTBID_2018-04-18_Agenda PacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, April 18, 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 – March 21, 2018
•Recommendation: Approve the Draft Action Minutes of March 21, 2018. [Big Red
Marketing]
2.Templeton Tennis Ranch Events Sponsorship
•Recommendation: Decline sponsorship of Templeton Tennis Ranch Events.
•Fiscal Impact (GL 2802): None.
B. BUSINESS ITEMS
1.Showcase of Cities at the California Mid State Fair Promotional Opportunity
•Recommendation: Approve participation in the Mid State Fair’s Showcase of
Cities window display. [Big Red Marketing]
•Fiscal Impact (GL 2502): $30,000.
2.Central Coast Cider Festival 2018 Event Update Presentation
•Recommendation: Receive and file event planning progress presentation on the
2018 Central Coast Cider Festival. [Cider Fest]
•Fiscal Impact (GL 2802): None.
3.Visit Atascadero Promotional Materials
•Recommendation: Approve up to $5,000 to purchase Visit Atascadero
promotional materials. [Big Red Marketing]
•Fiscal Impact (GL 2304): Up to $5,000.
4.Monthly Marketing Statistics Summary
•Recommendation: Receive and file March Marketing Statistics Report. [Verdin
Marketing]
•Fiscal Impact: None.
5.Monthly Budget Report
•Recommendation: Receive and file February 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 – Verdin Marketing
3.Destination Management Update – Big Red Marketing
4.City Business Update – City Manager’s Office
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: 04/18/18
Atascadero TBID
March 21, 2018
Page 1 of 5
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, March 21, 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 2:32 p.m.
ROLL CALL:
Present: Board Member Brewer, Board Member O’Malley, Vice Chairperson
Alexander, and Chairperson Sohi.
Vacant: None.
Absent: Board Member Dawson.
Staff Present: Destination Management Consultant Amanda Diefenderfer, Destination
Management Coordinator Hanna Meisinger, Marketing Consultant
Stephanie Sawyer, and Deputy City Manager/Outreach Promotions
Terrie Banish.
APPROVAL OF AGENDA:
MOTION: By Board Member Brewer and seconded by Board Member O’Malley
to approve the agenda.
Motion passed 4:0 by a roll call vote.
PUBLIC COMMENT:
None.
A. CONSENT CALENDAR
1.ATBID Draft Action Minutes – February 21, 2018
•Recommendation: Approve the Draft Action Minutes of February 21, 2018. [Big
Red Marketing]
Page 4 of 26
ITEM NUMBER: A-1
DATE: 04/18/18
Atascadero TBID
March 21, 2018
Page 2 of 5
2.ATBID Draft Action Minutes – March 9, 2018 Special Meeting
•Recommendation: Approve the Draft Action Minutes of March 9, 2018 Special
Meeting. [Big Red Marketing]
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.Wine Speak 2019 Event Sponsorship
•Recommendation: Approve a sponsorship of Wine Speak 2019 in the amount of
$15,000. [Wine Speak Paso Robles]
•Fiscal Impact (GL 2802): $15,000.
Amanda Wittstrom-Higgins of Wine Speak Paso Robles gave a presentation and answered
questions from the Board about the planning for the 2019 event and sponsorship
opportunities.
Public Comment: Jessica Sohi.
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to approve a sponsorship of Wine Speak 2019 in the
amount of $15,000.
Motion passed 4:0 by a roll call vote.
2.Templeton Tennis Ranch Events Presentation
•Recommendation: Discuss and provide staff direction on potential sponsorship of
Templeton Tennis Ranch Events. [Templeton Tennis Ranch]
•Fiscal Impact (GL 2802): None.
Ralph Goehring and Scott Cleere of Templeton Tennis Ranch gave a presentation on the
opportunities to sponsor the Mama Loves Pickleball Tournament and the 2018 Central Coast
Pro Tennis Open, and answered questions from the Board.
Public Comment: None.
Event presentation was received and filed by the Board.
3.Revised ATBID Event Sponsorship Application
•Recommendations:
1.Approve revised ATBID Event Sponsorship Checklist and Application.
[Big Red Marketing]
2.Discuss and provide staff direction on event renewal policy. [Big Red
Marketing]
Page 5 of 26
ITEM NUMBER: A-1
DATE: 04/18/18
Atascadero TBID
March 21, 2018
Page 3 of 5
• Fiscal Impact (GL 2802): None.
Destination Management Consultant Diefenderfer gave a presentation on the revisions to
the ATBID Event Sponsorship Checklist and Application, and answered questions from the
Board.
Public Comment: None.
MOTION: By Board Member O’Malley and seconded by Chairperson Sohi to:
1. Approve revised ATBID Event Sponsorship Checklist and
Application with modifications.
2. Direct staff to bring a renewal policy to a future Board Meeting.
Motion passes 4:0 by a roll call vote.
4. Host Compliance Renewal
• Recommendation: Approve one-year renewal with Host Compliance for
$2,700. [Big Red Marketing]
• Fiscal Impact (GL 2104): Up to $2,700.
Destination Management Consultant Diefenderfer gave a presentation on the use of Host
Compliance services and answered questions from the Board.
Public Comment: None
MOTION: By Board Member O’Malley and seconded by Chairperson Sohi to
approve the one-year renewal of Host Compliance for $2,700.
Motion passed 4:0 by a roll call vote.
5. Monthly Marketing Statistics Summary
• Recommendation: Receive and file February Marketing Statistics
Report. [Verdin Marketing]
• Fiscal Impact: None.
Marketing Consultant Sawyer gave the presentation and answered questions from the
Board.
Public Comment: Jessica Sohi.
The Monthly Marketing Statistics Summary
was received and filed by the Board.
6. Monthly Budget Report
• Recommendation: Receive and file January Budget Report. [Big Red Marketing]
• Fiscal Impact: None.
Page 6 of 26
ITEM NUMBER: A-1
DATE: 04/18/18
Atascadero TBID
March 21, 2018
Page 4 of 5
Destination Management Consultant Diefenderfer gave the presentation and answered
questions from the Board.
Public Comment: None.
The Monthly Budget Report
was received and filed by the Board.
C. UPDATES
1. Visit SLO CAL TMD Update – Chairperson Sohi gave an update on regional attraction
meetings with Poly Rodeo and the Mid-State Fair. Visit SLO CAL service marked “Life
is too beautiful to rush” and is in the process of service marking Visit SLO CAL. They
are compiling a visitor volume tracking report that will be offered as a co-op for DMOs.
2. Destination Management Update – Destination Management Consultant
Diefenderfer approved a reactive PR opportunity through Visit SLO CAL specific to
horseback riding and wine tasting.
3. City Business Update – Deputy City Manager Banish provided an update on
downtown renovations and improvements.
D. BOARD MEMBER COMMENTS
Deputy City Manager Banish left the meeting at 4:34 p.m.
None.
E. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 4:45 p.m.
Page 7 of 26
ITEM NUMBER: A-1
DATE: 04/18/18
Atascadero TBID
March 21, 2018
Page 5 of 5
MINUTES PREPARED BY:
_______________________________________________
Amanda Diefenderfer, Destination Management Consultant
Exhibit A – Packet handout provided by Wine Speak Paso Robles
Exhibit B – Templeton Tennis Ranch Pro Tennis Packet provided by Templeton Tennis Ranch
APPROVED:
Page 8 of 26
ITEM NUMBER: A-2
DATE: 04/18/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Templeton Tennis Ranch Events Sponsorship
RECOMMENDATION:
Decline sponsorship of Templeton Tennis Ranch Events.
DISCUSSION:
Templeton Tennis Ranch presented two upcoming events to be considered for ATBID
event sponsorship at the March 21, 2018, Board Meeting.
The Templeton Tennis Ranch’s Mama Loves Pickleball Tournament is a new event that
will take place May 12 – 13, 2018, from 9am – 5pm. The number of anticipated
attendees is between 200 – 250 people with 50% from outside SLO County. The
Templeton Tennis Ranch plans to grow this event in September and expect that 95% of
the attendees will be from out of the area.
The Templeton Tennis Ranch’s 2018 Central Coast Pro Tennis Open is a USTA pro-
circuit $60,000 women’s professional tennis tournament, which is one of 90 pro-circuit
events in the United States. This event will take place September 23 – 30, 2018, with an
expected 1,500 attendees, 25% of which are out of the area.
Below is an assessment of how these events align with the tiers of the ATBID Event
Support Guidelines:
1. Mama Loves Pickleball Tournament
Anticipated Attendees: 200 - 250
Percent from outside of SLO County: 50%
Overnight stay: Possibly one night
Qualifies for Tier 3, total event sponsorship support up to $500
2. 2018 Central Coast Pro Tennis Open
Anticipated Attendees: 1,500
Percent from outside of SLO County: 25%
Overnight stay: Multi-night stay
Qualifies for Tier 2, total event sponsorship support up to $7,500
Page 9 of 26
ITEM NUMBER: A-2
DATE: 04/18/18
At the March 21, 2018, the Board expressed concern about the event’s target audience.
Staff confirmed the demographic does not support Visit Atascadero’s mission and goals.
FISCAL IMPACT (GL 2802):
None.
ATTACHMENTS:
None.
Page 10 of 26
ITEM NUMBER: B-1
DATE: 04/18/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Showcase of Cities at the California Mid State Fair
Promotional Opportunity
RECOMMENDATION:
Approve participation in the Mid State Fair’s Showcase of Cities window display.
DISCUSSION:
The Mid State Fair brings thousands of tourists to the county every year. This year, local
cities have an opportunity to participate in a new display at the Mid State Fair called The
Showcase of Cities. The Mid State Fair will take place July 18 – 29, 2018.
The Showcase of Cities will be a fun, animated, three dimensional and educational
display that is expected to reach over 420,000 attendees over 12 days. The display is
intended to be used as a branding tool for cities to increase and promote tourism efforts.
Each display will be housed in a window box and is encouraged to incorporate theme
elements such as history, commerce, recreation, lifestyle, food, entertainment,
architecture, tourism, agriculture, art and/or natural resources. The displays will be 8’
wide by 6’ high and 2’ deep and are encouraged to utilize lighting and incorporate
interactive elements.
Verdin, the ATBID designated marketing firm, will lead the creation, design and
actualization of the display.
FISCAL IMPACT (GL 2502):
$30,000 for creation, design and actualization of display.
ATTACHMENTS:
1. California Mid State Fair Showcase of Cities – Inaugural presentation
Page 11 of 26
California Mid State Fair
Showcase of Cities- Inaugural presentation in 2018.
Updated as of March 7, 2018
We live and work in the most beautiful County in the United States. All
of us are proud of our community. Where is that special place we can
visit all that San Luis Obispo County has to offer in one location? Where
can we see the city or town we call home while others also enjoy our
town by viewing the beauty, the people, the experience, the history,
the business opportunities, shopping, lifestyle and the landscape of the
Central Coast? The Answer? The Showcase of Cities at the California
Mid State Fair.
Displays will be fun, animated, three dimensional and educational while
presenting what is BEST about our San Luis Obispo Communities to
more than 420,000 persons over 12 action packed days.
These exhibits are intended to encourage future opportunities for the
viewer to take pride in their home town, discover hidden treasures,
make visitation plans and special features each city has to offer. Cities
are encouraged to also have fun while incorporating theme elements
such as history, commerce, recreation, lifestyle, food, entertainment,
architecture tourism, industry, agriculture, art and/or natural
resources. These can be very specific or a combination of elements.
Our goal is to cerate a memorable moment for each guest.
This program will be part of our Marketing program each year. A soft
announcement was made at our Annual Dinner February 2,2018.
Page 12 of 26
Suggested criteria for content design and presentation:
Each display should incorporate Marketability, Craftsmanship, Creative
use of products/produce/artifacts, Technology/animation and special
effects.
Who participates:
Any city or town within San Luis Obispo County as approved by local
government leadership.
Complete Cost of the display is the responsibility of each city.
Cities may share window display space if desired. For example, if
Cayucos, Harmony and Cambria wanted to share a window as a
northern coastal city display, that is fine.
The Fair is will hold a People’s Choice award presented in the First year.
Space is provided on a first come first serve basis.
When:
Displays are presented annually in late July at the fair. The 2018 dates
are July 18-29.
Written Commitment to space must take place by May 1, 2018.
Displayers submit concepts by June 1 and installation may begin July 5,
2018.
Displays must be completed and ready for inspection no later than
Noon, July 16, 2018.
Installation and work on the displays on site is to take place during
business hours from July 5- 16, 2018.
Page 13 of 26
An unveiling reception for the Press will be planned before the Fair
opens each year.
Where
Displays will be installed and presented at the Paso Robles Events
Center in Paso Robles, home of the California Mid State Fair.
In 2018 the displays will be housed in very large Showcase windows
that face the very popular Frontier Town Walkway. Power and some
lighting is available within those window units. All spaces are equal in
size.
In Future Years we would like to consider larger displays/exhibits.
Display Space
All City Displays will be installed housed and showcased in large display
window boxes very similar to those one would see on Main Street in
Disneyland. Located in Frontier Town the exhibit window boxes are the
following dimensions:
Eight Feet (8’) Wide
Six Feet (6’) High
Two Feet (2’) deep
Each display window has 110 power and one lighting fixture.
Each display window is accessed from inside the building from a 4’ X 4’
square opening.
Page 14 of 26
Additional lighting is recommended, and designers may want to
consider battery powered animation elements. Displays after dark can
be quite dramatic with appropriate lighting.
Any interested community representative may visit the Paso Robles
Event Center to view the display area.
Although staffing is not required, we encourage volunteers from your
town, particularly on weekends.
Commitments to date
Commitment from the following cities and towns through the initial
assistance of each Mayor includes:
Paso Robles
Atascadero
Arroyo Grande
San Luis Obispo
We encourage engagement from each city’s Chamber of Commerce as
well.
We have room for at least 10 windows. We expect they will fill up fast
so enter early by contacting us! We are planning a press release to go
out by March 15 with complete information and a list of cities making
the commitment to be here. Join the team now!
For more Information contact:
Michael Bradley, CEO
California Mid State Fair
michael@midstatefair.com
805-237-6550
Page 15 of 26
ITEM NUMBER: B-2
DATE: 04/18/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Cider Festival 2018 Event Update
Presentation
RECOMMENDATION:
Receive and file event planning progress presentation on the 2018 Central Coast Cider
Festival.
DISCUSSION:
On December 15, 2015, the ATBID Board approved a three-year sponsorship of the
Central Coast Cider Festival totaling $35,000. The awarded amount was to be used to
generate awareness for the cider category and draw out-of-town visitors to Atascadero
resulting in increased overnight stays.
The Central Coast Cider Festival planning presentation will provide an update of the
event.
FISCAL IMPACT (2802):
None. Committed to $35,000 sponsorship at December 15, 2015, ATBID Board
Meeting. $9,500 was committed for year three, the 2017/2018 fiscal year.
ATTACHMENTS:
None.
Page 16 of 26
ITEM NUMBER: B-3
DATE: 04/18/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit Atascadero Promotional Materials
RECOMMENDATION:
Approve up to $5,000 to purchase Visit Atascadero promotional materials.
DISCUSSION:
At the Special Meeting on September 25, 2017, the Board approved the expenditure for
the design and creation of coasters and key chains to be used as promotional tools for
the San Diego Bay Food & Wine Festival.
These promotional items have also been used at multiple events as branded giveaway
items and sent to lodging partners as examples of Visit Atascadero outreach.
Additional promotional materials are needed for future events, giveaways and outreach.
FISCAL IMPACT (2304):
Up to $5,000.
ATTACHMENTS:
None.
Page 17 of 26
ITEM NUMBER: B-4
DATE: 04/18/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file March Marketing Statistics Report.
DISCUSSION:
March's website visits are reflective of the digital advertising campaign which focuses on
bringing in new visitors to the website. The social media and the e-newsletter's efforts
focus on re-engaging those who are familiar with Atascadero as a destination. Paid
advertising performed well reaching just over 250,000 new audience impressions.
Verdin continues efforts towards engagement with followers and connecting to target
audiences.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. March Statistics Summary
Page 18 of 26
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
MARCH STAT SUMMARY
ATASCADERO TBID
April 5, 2017
WEB ANALYTICS (2018 vs. 2017)
WEBSITE TRAFFIC
Website Views:
5,255 vs. 8,082
New Visitors:
4,397 (88.2% of visitors)
PPV (Page Per Visit):
2.03
TOS (Time on Site):
1:03
ACQUISITION
Organic: 1,729 v. 1,599
Social: 1,589 v. 506
Direct: 985 v. 2,730
Referral: 398 v. 1,310
Top Keyword Search:
Santa Barbara Zoo
PAGE VIEWS
Lodging: 2,177
Homepage: 1,715
Things to do: 1,494
Events: 1,086
GEOGRAPHIC REFERRALS
San Francisco: 601
Atascadero: 525
Los Angeles: 490
San Jose: 402
Paso Robles: 211
TOP REFERRING URLS
Facebook: 1,564
Diply.com: 65
Aol.com: 51
Tentcitymarathon.com: 39
Socalz.net: 30
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 5,906
Impressions: 255,315
Organic: 19,414
Paid: 230,344
Reach: 202,203
Engagements: 4,061
Top Post: Central Coast Craft Beer Fest contest
Reach: 10,658
Main audience: Women over 35, living in SLO County
and Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,085
New Followers: 35
Likes received: 881
Comments received: 18
Main audience: Women under 35, new audience
Twitter Followers: 189
Reach: 5,898
Engagements: 9
Main audience: Reporters and Destinations
Page 19 of 26
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The advertising that ran in February included Facebook video ads and Travel Spike video ads. Performance
improved significantly (+57%) in March.
FACEBOOK
The family focused video ran in March. The budget was broken out separately for Facebook and Instagram.
The results were improved by running separate campaigns, and they also illuminated the benefits of each
platform.
Facebook:
Total Impressions: 176,213 Total Clicks: 2,144
CTR: 1.65% Views to completion: 1,528 (+32%) Cost per view: $0.10
Instagram:
Total Impressions: 20,939 Total Clicks: 47
CTR: 0.22% Views to completion: 16,876 Cost per view: $0.02
Total Facebook March Results (including social posts):
Total Impressions: 234,124 Total Clicks: 4,239 (+25%)
CTR: 1.81% Actions (including likes, shares, comments): 42,301
Video Views to 100%: 21,131
TRAVEL SPIKE
Travel Spike began mid-February. This season the Travel Spike platform is promoting video and
engagement. Performance improved significantly in March. (+90%)
Total Impressions: 47,758 Total views: 47,758 Total Clicks: 205
Page 20 of 26
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
The March e-newsletter went out on Thursday, March 1st. This was the third month using an overall
theme for the e-newsletter. The theme was a family getaway for spring break and it featured
Portola Inn, family-friendly activities, Spring Festival at the Charles Paddock Zoo, and a feature
about the recent blogger’s visit with her family of six.
3,786 Recipients
11.6% Open Rate (9.7% average open rate for our subscriber list based on last 12 months)
1.4% Click Through Rate (1.25% average CTR for our subscriber list based on last 12 months)
GOAL: Increase average open rate and click through rate while keeping subscribers and
organically adding to the subscriber list.
E -NEWSLETTER ANALYTICS
Page 21 of 26
ITEM NUMBER: B-5
DATE: 04/18/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file February Budget Report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of February 28, 2018.
The City of Atascadero submitted quarterly ATBID administrative costs dating back to
September and December of 2017. Those costs are found under line item GL 2101 and
entitled City Admin Fees.
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. Verdin Detailed Spending Report
4. TOT Report
Page 22 of 26
GL #Notes
REVENUE PROJECTIONS July August September October November December January February
1100 2% BID Revenue July 2017 - June 2018 $13, 598 $47,630.00 $41,737.00 $0.00 $59,335 $2,070 $150,772.00 261,250.00$ 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 135.98$ 757.70$ 893.68$ 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 $3,000 $3,000 24,000.00$ 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$ 1,824.80$ 1,312.20$ 11,364.00$ 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$ 2,964.00$ 520.40$ 33,240.69$ 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$ 125.00$ 165.60$ 869.60$ 4,353.00$ Per presented scope of work
2402 Social Media contest hard costs 1,167.55$ 235.24$ 1,402.79$ 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$ 1,574.80$ 1,426.40$ 12,089.13$ 16,000.00$ Per presented scope of work
2404 E-Newsletter 527.80$ 551.00$ 568.20$ 477.80$ 502.00$ 620.60$ 757.60$ 492.00$ 4,497.00$ 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$ 1,447.69$ 5,784.93$ 83,036.74$ 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$ 66.00$ 1,661.90$ 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$ 260.00$ 401.00$ 3,839.30$ 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$ $10,000 7,500.00$ 46,375.00$ 50,000.00$
TOTAL EXPENSES 41,537.71$ 20,968.38$ 19,223.12$ 37,314.63$ 35,972.47$ 17,927.09$ 19,755.13$ 13,102.53$ 262,850.06$ 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 23 of 26
4/10/18
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL BUDGETED 2017-2018 BUDGETED
2014-2015 2015-2016 2016-2017 2016-2017 through 02/28/18 2017-2018
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 186,690$ 152,311$ 261,250$
46110.0000 Investment Earnings 2,068 5,458 724 2,110 - 3,810
Total Revenue 164,104 246,536 268,231 188,800 152,311 265,060
EXPENSES
6050000 Office Expense - 5,164 - 2,200 - 5,000
6070000 Advertising 3,450 86,914 91,005 90,000 95,028 95,000
6400000 Operating Supplies - 1,217 120 - - 2,000
6500000 Contract Services 26,173 105,314 138,414 155,000 113,837 275,000
6600000 Professional Development - - 425 - 425 -
6740000 Business Development - 5,000 - - 3,000 -
6900000 Administration 1,620 2,411 2,675 1,870 1,523 2,610
Total Expenses 31,243 206,020 232,639 249,070 213,813 379,610
NET INCOME/(LOSS)132,861 40,516 35,592 (60,270) (61,502) (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$ 303,939$ 250,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
Page 24 of 26
Atascadero TBID
Budget: $180,000 | Updated 3/15/2018
DETAILED SPENDING Billed Billed Billed Billed Billed Billed Billed Billed Projected Projected Projected Projected
DESCRIPTION BUDGET JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTAL
Planning, meetings, reporting $18,000 1,011.80 1,613.50 1,078.20 1,409.30 1,695.30 1,417.90 1,824.80 1,312.20 2,000.00 1,200.00 1,000.00 1,074.00 16,637.00
Creative Development $28,500 3,632.50 5,321.90 2,131.79 1,176.80 196.20 1,989.10 2,964.00 520.40 2,500.00 2,500.00 2,000.00 1,087.71 26,020.40
Reactive Creative $4,000 2,000.00 2,000.00 4,000.00
Photo/Video Assets $2,500 2,500.00 2,500.00
Public Relations ($10,000 reactive)$15,000 282.20 029.00 1,120.40 992.30 4,016.68 754.40 260.00 401.00 200.00 1,000.00 4,000.00 145.02 13,201.00
Web Updates $3,000 145.00 070.40 128.00 025.60 065.00 165.60 500.00 500.00 500.00 566.00 2,665.60
E-Newsletter $6,600 527.80 551.00 568.20 477.80 502.00 620.60 757.60 492.00 500.00 500.00 545.00 550.00 6,592.00
Social Media $18,400 1,533.64 1,539.09 1,570.40 1,601.00 1,322.20 1,521.60 1,574.80 1,426.40 1,532.00 1,534.00 1,533.00 1,600.00 18,288.13
Contest Prizes / Coord.$2,000 1,167.55 235.24 597.21 2,000.00
Media Planning $6,000 494.60 533.30 500.60 038.40 029.00 066.00 -1,400.00 1,000.00 500.00 938.10 5,500.00
Advertising ($18,000 reactive)$76,000 -
Facebook/Instagram 1,276.40 1,235.59 3,631.01 3,973.69 3,623.15 3,323.08 1,447.69 2,528.41 2,500.00 2,500.00 2,500.00 1,250.00 29,789.02
Travel Spike 1,966.14 8,138.94 6,894.92 3,256.52 5,000.00 4,500.00 3,250.00 33,006.52
Brochure Distribution 8,778.57 8,778.57
Brochure Printing 5,466.01 5,466.01
SUMMARY: ACTUAL TO BUDGET
BUDGET JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTAL
Monthly Totals $180,000 $17,537.51 $16,434.39 $12,637.14 $17,808.23 $18,407.45 $10,819.83 $9,195.13 $10,102.53 $21,229.21 $17,234.00 $15,828.00 $7,210.83 $174,444.25
Adjustments
Actual Totals $180,000 $17,538 $16,434 $12,637 $17,808 $18,407 $10,820 $9,195 $10,103 $21,229 $17,234 $15,828 $7,211 $174,444
No Charge/Added Value $3,065 $203 $608 $135 $1,725 $0 $1,987 $0
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City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 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$ 307,035.82$
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