HomeMy WebLinkAboutTBID_2018-05-16_Agenda PacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, May 16, 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 – April 18, 2018
•Recommendation: Approve the Draft Action Minutes of April 18, 2018. [Big Red
Marketing]
B. BUSINESS ITEMS
1.Central Coast Craft Beer Fest Event Recap Presentation
•Recommendation: Receive and file event recap presentation on the 2018
Central Coast Craft Beer Fest. [Central Coast Craft Beer Fest]
•Fiscal Impact (GL 2502): None.
2.Tent City Marathon Event Recap Presentation
•Recommendation:
1.Receive and file event recap presentation on the 2018 Tent City
Marathon.
2.Approve sponsorship of the 2019 Tent City Marathon in the amount of
$15,000. [Vitality Fitness]
•Fiscal Impact (GL 2802): $15,000.
3.Visit Atascadero 2018/2019 Planning Presentation
•Recommendation: Receive and file Visit Atascadero planning presentation for
fiscal year 2018/2019. [Big Red Marketing & Verdin]
•Fiscal Impact: None.
4.Marketing Services Contract Renewal
•Recommendation: Board to endorse Contract Amendment No. 3 with Verdin, for
marketing services, to renew the contract for an additional one-year period with
contract end date of 6/30/2019 and revise compensation for an annual amount
not to exceed $206,000. [Verdin]
•Fiscal Impact (GL Varied): $206,000.
5.Destination Management Services Contract Renewal
•Recommendation: Board to endorse Contract Amendment No. 3 with Big Red
Marketing for destination management services, to renew contract for an
additional one-year period with contract end date of 06/30/2019 and revise
compensation for an annual amount not to exceed $45,250. [Big Red Marketing]
•Fiscal Impact (GL Varied): $45,250.
6.Monthly Marketing Statistics Summary
•Recommendation: Receive and file April Marketing Statistics Report. [Verdin
Marketing]
•Fiscal Impact: None.
7.Monthly Budget Report
•Recommendation: Receive and file March 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: 05/16/18
Atascadero TBID
April 18, 2018
Page 1 of 5
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, April 18, 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 2:34 p.m.
ROLL CALL:
Present: Board Member Brewer, Board Member Dawson, 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 Consultant Angelica Ottman, 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 Vice Chairperson
Alexander to approve the agenda.
Motion passed 4:0 by a roll call vote
PUBLIC COMMENT:
None.
A. CONSENT CALENDAR
1.ATBID Draft Action Minutes – March 21, 2018
•Recommendation: Approve the Draft Action Minutes of March 21, 2018. [Big Red
Marketing]
Page 4 of 39
ITEM NUMBER: A-1
DATE: 05/16/18
Atascadero TBID
April 18, 2018
Page 2 of 5
2. Templeton Tennis Ranch Events Sponsorship
• Recommendation: Decline sponsorship of Templeton Tennis Ranch Events.
• Fiscal Impact (GL 2802): None.
MOTION: By Board Member O’Malley and seconded by Board Member Brewer
to approve the consent calendar.
Motion passed 4:0 by a roll call vote.
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.
Destination Management Consultant Ottman gave the presentation and answered questions
from the Board. Deputy City Manager Banish commented on costs and comparison costs
of surrounding cities.
Public Comment: Stacie Jacob.
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Alexander to target $6,000 with approval up to $7,500 expenditure
for the creation of the Mid State Fair’s Showcase of Cities window
display split with the City.
Motion passed 4:0 by a roll call vote.
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.
Stacie Jacob of Solterra Strategies handed out slides (Exhibit A) and presented an update
on the planning progress of the 2018 Central Coast Cider Festival and answered questions
from the Board.
Public Comment: Neil Collins.
Event planning presentation was received and filed by the Board.
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.
Destination Management Consultant Ottman presented information for the purchase of Visit
Atascadero promotional materials and answered questions from the Board.
Page 5 of 39
ITEM NUMBER: A-1
DATE: 05/16/18
Atascadero TBID
April 18, 2018
Page 3 of 5
Public Comment: Jessica Sohi.
Motion: By Vice Chairperson Alexander and seconded by Board Member
O’Malley to approve up to $5,000 to purchase Visit Atascadero
promotional materials.
Motion passed 4:0 by a roll call vote.
4. Monthly Marketing Statistics Summary
• Recommendation: Receive and file March 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.
5. Monthly Budget Report
• Recommendation: Receive and file February 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 – No updates.
2. Visit SLO CAL Marketing Committee Update – Marketing Consultant Sawyer
provided an update and handed out a summary of the meeting (Exhibit B).
3. Destination Management Update – Destination Management Consultant Ottman
provided an update.
4. City Business Update – Deputy City Manager Banish provided an update and handed
out promotional materials for Brew at the Zoo and Party for the Planet (Exhibit C &
D).
D. BOARD MEMBER COMMENTS
Board Member O’Malley provided updates on City and local developments.
Page 6 of 39
ITEM NUMBER: A-1
DATE: 05/16/18
Atascadero TBID
April 18, 2018
Page 4 of 5
E. ADJOURNMENT
Chairperson Sohi adjourned the meeting at 4:29 p.m.
Page 7 of 39
ITEM NUMBER: A-1
DATE: 05/16/18
Atascadero TBID
April 18, 2018
Page 5 of 5
MINUTES PREPARED BY:
_______________________________________________
Amanda Diefenderfer, Destination Management Consultant
Exhibit A – Central Coast Cider Festival Slides provided by Solterra Strategies
Exhibit B – Visit SLO CAL Marketing Committee Updates provided by Marketing Consultant Sawyer
Exhibit C – Brew at the Zoo Poster provided by Deputy City Banish
Exhibit D – Party for the Planet Poster provided by Deputy City Banish
APPROVED:
Page 8 of 39
ITEM NUMBER: B-1
DATE: 05/16/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Craft Beer Fest Event Recap Presentation
RECOMMENDATION:
Receive and file event recap 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 Board also approved a
$5,000 sponsorship of the 2019 Central Coast Beer Fest pending presentation of the
2018 event results.
The 2018 Central Coast Craft Beer Fest took place on Saturday, March 24, at the
Sunken Gardens. The ATBID support of $7,500 was utilized to finance the marketing of
the event.
FISCAL IMPACT:
None. Committed to $7,500 sponsorship of the 2018 Central Coast Craft Beer Fest and
$5,000 of the 2019 Central Coast Craft Beer Fest at August 16, 2017, ATBID Board
Meeting. The $5,000 sponsorship has been committed for the 2018/2019 fiscal year.
ATTACHMENTS:
None.
Page 9 of 39
ITEM NUMBER: B-2
DATE: 05/16/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Tent City Marathon Event Recap Presentation
RECOMMENDATIONS:
1. Receive and file event recap presentation on the 2018 Tent City Marathon.
2. Approve sponsorship of the 2019 Tent City Marathon in the amount of $15,000.
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 2018 Tent City Marathon took place on Sunday, March 25. The ATBID support of
$15,000 was utilized to finance the marketing of the marathon.
Following presentation of 2018 Tent City Marathon results and details of expectations
and goals for the 2019 Tent City Marathon results, staff recommends the Board approve
a $15,000 sponsorship to support marketing efforts for the 2019 marathon.
FISCAL IMPACT:
$15,000. Committed to $15,000 sponsorship for the 2018 Tent City Marathon at
November 16, 2016, ATBID Board Meeting. This sponsorship was committed for the
2017/2018 fiscal year.
ATTACHMENTS:
1. Tent City Marathon Presentation
Page 10 of 39
Page 11 of 39
Photos from the event
Page 12 of 39
Number of Participants
2018
943 participants 800-900 spectators
Original goal was 1,000 -1,500 participants
1,500 spectators for our first year
April, 9th 2019 Projections
1,500 + Registrations
With 1,500 + Spectators
Page 13 of 39
Breakdown of Participants
●943 registrants
●600-900
Spectators
●Over 100
volunteers
●59% were from
California
●41% of the
total number of
participants
came from out
of the county
●4 people came
from out of the
country
Page 14 of 39
Advertising
Funds will be used for advertising: AdWords, Facebook Ads, Active.com Listings
and Ads, Runners World Ads, banners, posters, and local publications
The Visit Atascadero Logo will be predominantly displayed on the race website as
well as a heading bar that will go across the top of each page of the website.
Page 15 of 39
ITEM NUMBER: B-3
DATE: 05/16/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit Atascadero 2018/2019 Planning Presentation
RECOMMENDATION:
Receive and file Visit Atascadero planning presentation for fiscal year 2018/2019.
DISCUSSION:
The ATBID contracted marketing firm, Verdin, and contracted destination management
firm, Big Red Marketing, will present a comprehensive overview of recommended Visit
Atascadero marketing efforts, initiatives, goals and strategies for the 2018/2019 fiscal
year. The presentation will also review marketing efforts, statistics, campaigns,
learnings and achievements from Visit Atascadero’s 2017/2018 fiscal year.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 16 of 39
ITEM NUMBER: B-4
DATE: 05/16/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Services Contract Renewal
RECOMMENDATION:
Board to endorse Contract Amendment No. 3 with Verdin, for marketing services, to
renew the contract for an additional one-year period with contract end date of 6/30/2019
and revise compensation for an annual amount not to exceed $206,000.
DISCUSSION:
The ATBID Board appointed Verdin in 2015 for marketing services. These services
include varied activities within the areas of creative development, media hard costs,
planning and placement, social media, e-newsletter, contest management, public
relations, web updates, and strategy and project management. For additional details
regarding the tasks to support these areas of activity, please see Attachment 1: Verdin
Scope of Work.
Looking ahead to the 2018/2019 fiscal year, Verdin will increase media hard costs,
which includes the budget for potential co-op and reactive opportunities, to continue to
utilize strategic advertisement methods to entice targeted visitors to Atascadero. Verdin
will also provide added support coordinating social media and electronic
communications for selected event partnerships. Verdin has added managing e-
newsletter subscriber maintenance to their scope of work and increased efforts for the
Visit Atascadero public relations program. Additionally, Verdin will provide support
related to updating and informing the ATBID Board about Visit SLO CAL Marketing
Committee Meetings as well as pursuing co-op and reactive opportunities offered.
Verdin Contract:
Contract End Date March 10, 2016: $75,000 (2014/15 & 2015/16)
Change Order (CO) #1 (March –June 2016): $40,000
CO #2/ Out of Scope (OOS) $11,771.41
Year 1: $110,771.41
Page 17 of 39
ITEM NUMBER: B-4
DATE: 05/16/18
Contract Amendment #1: July 1, 2016-June 30, 2017 $120,000 (Total of
Contract Amendment #1
= $160,000)
Change Order #1 (OOS) $18,915.10
Change Order #2 (OOS) $1,685.64
Year 2: $140,600.74
Contract Amendment #2: July 1, 2017-June 30, 2018 $180,000 (Current Contract)
(+ changes to Schedule A & date)
Verdin has adhered to all items defined in the 2017/2018 scope of work and supported
the ATBID in pursuit of its mission.
FISCAL IMPACT (GL Varied):
Annually $206,000 based on scope of work proposal (current contract $180,000
annually).
ATTACHMENTS:
1. Verdin Scope of Work
2. Verdin Budget Spreadsheet
Page 18 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
RECOMMENDED SCOPE OF WORK
Atascadero TBID (ATBID)
BUDGET ALLOCATION: JULY 2018 THROUGH JUNE 2019 - $206,000
Below is a general breakdown of budget and marketing services for a yearlong ATBID partnership. Categories are
based on the past contract, and discussions with the tourism manager and full ATBID board.
CREATIVE DEVELOPMENT: $32,600
Verdin will develop digital campaigns targeting behavioral demographics to showcase Atascadero’s key assets.
Estimate includes:
• Concept creation and copywriting
• Design of all advertising based on approved media plan (TBD)
• Asset coordination and management
• Update Visit Atascadero brochure
• $2,600 for additional photo or video assets as needed
MEDIA HARD COSTS, PLANNING & PLACEMENT: $106,000
Verdin will handle all media coordination under the direction and approval of ATBID.
Estimate includes:
• Media planning and negotiation through June 2019
• Media monitoring and recommendations based on performance
• Invoice reconciliation and coordination on any make-goods or billing adjustments needed
• Media hard costs
• Certified Folder contract for brochure distribution and printing (up to 50,000)
• $25,000 will be allocated to co-op programs that will require approval by Big Red and/or ATBID
SOCIAL MEDIA/E-NEWSLETTER/CONTEST MANAGEMENT: $29,400
Verdin will manage ATBID’s Facebook, Twitter, Instagram, monthly e-newsletter and contests.
Estimate includes:
• Creation of monthly calendars and custom images for all appropriate channels
• Creation of monthly e-newsletter content and images
• $1,000 in contest prizes
Page 19 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
• Scheduling, monitoring and responding
• Monthly subscription cost for Mail Chimp
• Limited coordination with event partners (i.e. Cider Fest and Wine Speak, etc.)
• Annual e-newsletter list cleanup
PUBLIC RELATIONS: $16,000
Verdin recommends a multi-layer approach for future public relations. This will consist of possible event attendance,
pitching and all PR/FAM coordination with Visit SLO CAL.
Estimate includes:
• Proactive pitching when appropriate
• Responding to all Visit SLO CAL PR opportunities that align with ATBID’s goals and offerings
• FAM tour coordination with Visit SLO CAL
• Possible attendance at one Visit CA Media Receptions (Los Angeles of San Francisco)
• Event attendance at one tradeshow (i.e. Savor on the Road)
WEBSITE UPDATES: $3,500
Verdin will updated the website’s content pages as needed for promotions, advertising and contests.
Estimate includes:
• Copywriting, and visual execution (hero images, contest graphics, etc.)
• Page layout and implementation
• Copy updates to landing page on Visit SLO Cal
STRATEGY & PROJECT MANAGEMENT: $18,500
Verdin will direct all implementation and monitoring of ATBID projects based on set goals.
Estimate includes:
• Research, strategy, consulting and project management
• Monthly meetings and reporting
• Monthly Visit SLO CAL Marketing Committee report presented to ATBID. Atascadero representative will
capture notes at SLO CAL meeting and provide to Verdin
• Staff report for Visit SLO CAL opportunities that require board approval
TOTAL: $206,000
Page 20 of 39
Atascadero TBID
Budget: $206,000 | Updated 5/9/2018
DETAILED SPENDING Projected Projected Projected Projected Projected Projected Projected Projected Projected Projected Projected Projected
DESCRIPTION BUDGET JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTAL
Planning, meetings, reporting $18,500 2,000.00 1,200.00 1,000.00 1,200.00 1,200.00 1,200.00 2,500.00 1,200.00 1,200.00 1,200.00 2,400.00 2,200.00 18,500.00
Creative Development $30,000 3,500.00 5,000.00 3,000.00 2,000.00 1,000.00 2,500.00 3,000.00 2,500.00 2,500.00 2,000.00 2,000.00 1,000.00 30,000.00
Photo/Video Assets $2,600 1,300.00 1,300.00 2,600.00
Public Relations $16,000 1,200.00 1,000.00 1,200.00 2,000.00 2,000.00 1,000.00 1,000.00 1,000.00 1,200.00 1,400.00 2,000.00 1,000.00 16,000.00
Web Updates $3,500 350.00 350.00 350.00 350.00 350.00 350.00 350.00 350.00 350.00 350.00 3,500.00
E-Newsletter $9,800 1,000.00 800.00 800.00 800.00 800.00 800.00 800.00 800.00 800.00 800.00 800.00 800.00 9,800.00
Social Media $18,600 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 18,600.00
Contest Prizes / Coord.$1,000 1,000.00 1,000.00
Media Planning $6,000 500.00 500.00 500.00 500.00 500.00 500.00 500.00 500.00 500.00 500.00 500.00 500.00 6,000.00
Advertising ($25,000 reactive)$100,000 -
Facebook/Instagram -
Facebook boosted posts 200.00 200.00 200.00 200.00 200.00 200.00 200.00 200.00 200.00 200.00 200.00 200.00
Digital advertising -
Brochure Distribution 8,800.00 8,800.00
Brochure Printing 5,500.00 5,500.00
SUMMARY: ACTUAL TO BUDGET
BUDGET JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTAL
Monthly Totals $206,000 $19,100.00 $16,100.00 $8,600.00 $9,900.00 $7,600.00 $8,750.00 $9,900.00 $8,100.00 $8,300.00 $8,000.00 $11,100.00 $7,250.00 $120,300.00
Adjustments
Actual Totals $206,000 $19,100.00 $16,100.00 $8,600.00 $9,900.00 $7,600.00 $8,750.00 $9,900.00 $8,100.00 $8,300.00 $8,000.00 $11,100.00 $7,250.00 $122,700.00
No Charge/Added Value
Page 21 of 39
ITEM NUMBER: B-5
DATE: 05/16/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Destination Management Services Contract Renewal
RECOMMENDATION:
Board to endorse Contract Amendment No. 3 with Big Red Marketing for destination
management services, to renew contract for an additional one-year period with contract
end date of 06/30/2019 and revise compensation for an annual amount not to exceed
$45,250.
DISCUSSION:
The ATBID Board appointed Big Red Marketing in 2015 for support and consulting in
destination management services. These services include varied activities within the
areas of administration, event sponsorship program, Board management and
coordination, financial management, tour and travel, and strategy. For additional details
regarding the tasks to support these areas of activity, please see Attachment 2: Scope
of Work related to services for Atascadero Tourism Business Improvement District
Advisory Board (ATBID).
Throughout the 2017/2018 fiscal year, Big Red Marketing took on additional scope of
work to offer more comprehensive services; these tasks included expanded role in the
management of ATBID supported event partnerships, development of staff reports to
support the ATBID Board packets, printing of the ATBID Board monthly packets,
recording and reporting of ATBID Board Meeting minutes, creation and coordination of
contracts for expenditures approved by the ATBID Board in amounts equal to or
exceeding $10,000, and creation and coordination of change orders applied to existing
vendor contracts providing services to the ATBID.
Looking ahead to the 2018/2019 fiscal year, Big Red Marketing will additionally add to
its scope of work maintenance and updates of the lodging, restaurant, beverage and
attraction listings on the VisitAtascadero.com website, and attendance at IPW on behalf
of Visit Atascadero including all planning arrangements, in-booth activities and follow-up
communications with engaged tour operators.
Page 22 of 39
ITEM NUMBER: B-5
DATE: 05/16/18
Big Red Marketing Contract:
March 1, 2015 – February 29, 2016: $30,000
March 1, 2016 – June 30, 2017: $40,000
July 1, 2017 – June 30, 2018: $36,000 (Current Contract)
Big Red Marketing has adhered to all items defined in the 2017/2018 scope of work and
supported the ATBID in pursuit of its mission.
FISCAL IMPACT (GL Varied):
Annually $45,250 based on scope of work proposal (current contract $36,000 annually).
ATTACHMENTS:
1. Client Agreement for City of Atascadero related to services for Atascadero Tourism
Business Improvement District Advisory Board (ATBID)
2. Scope of Work related to services for Atascadero Tourism Business Improvement
District Advisory Board (ATBID)
Page 23 of 39
Client Agreement for City of Atascadero related to services for Atascadero
Tourism Business Improvement District Advisory Board (ATBID)
July 1, 2018 - June 30, 2019
Big Red Marketing, Inc.
Big Red Marketing, Inc. provides services in the various areas of strategy and marketing to achieve
client goals. These offerings include marketing strategy, copywriting, digital marketing plans,
destination management and various other solutions to support the rapidly changing business
environment. The following agreement is intended to outline the specific services Big Red Marketing
will provide to the City of Atascadero relating to services for the ATBID, also referred to as “the
client.” Big Red Marketing constantly strives to provide clients with top-level service and will
communicate any changes or variations from the initial agreement should they arise.
City of Atascadero ATBID
The ATBID was formed in April 2013 to collect assessments from lodging businesses to be used for
tourism promotions and marketing programs to promote the City of Atascadero as a tourism
destination and to increase transient stays at lodging businesses. The ATBID currently contracts with
Big Red Marketing for support and consulting in destination management services. Services to be
offered are detailed in the attached Scope of Work.
Big Red Marketing Content
Big Red Marketing guarantees all content provided is original, has been legally licensed by the
company to meet project needs or will be properly sited when incorporated into marketing
strategies.
Client Content
The client agrees that all materials provided to Big Red Marketing to assist in the completion of any
project have the appropriate rights and licenses for such use. Big Red Marketing is to be indemnified
and held harmless in the case that any client provided materials are not secured by the necessary
releases prior to use.
Big Red Marketing Rights to Work
Big Red Marketing maintains the rights to all work created for any client until the project has been
completed and paid for in full. Additionally, Big Red Marketing reserves the right to use materials
produced for clients for promotion of company services. These promotions may include, but are not
limited to, Big Red Marketing’s website, portfolio and advertisements.
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Client Rights to Work
The client has full and unlimited rights to all content created by Big Red Marketing for the purpose
of the client’s project. These rights begin once Big Red Marketing has received payment for services.
Independent Contractor
Big Red Marketing works with other non-competitive clients and may pursue new work as capacity
allows. Big Red Marketing will staff appropriately to ensure impact from other client work does not
negatively affect services provided to the client. Big Red Marketing is an independent contractor and
not an employee. The client does not stipulate hours worked, supervise employees of Big Red
Marketing nor direct the activities of Big Red Marketing or its employees.
Confidentiality
Big Red Marketing will not disclose any confidential client information to outside persons, firms or
corporations. Should a situation arise in which the sharing of information may offer benefits to the
client, Big Red Marketing will first contact the client for permission to share such information. It is
understood that this confidentiality provision does not apply to information that is public or that may
be required by legal means. This provision shall survive the termination of this agreement for a
period of three years.
Liability and Provisions
Big Red Marketing will not be held responsible for any damages that arise from this agreement.
Modifications to the agreement must be made in writing and signed by both parties. This agreement
will be governed by the laws of the State of California. Should litigations arise, the prevailing party
will have the right to recover reasonable attorney fees and costs from the non-prevailing party.
Termination or Adjustment of Agreement
Either party may terminate the whole or any part of this contract at anytime with written notice to the
signees below. Communication of any termination or adjustments shall be provided by written notice
at least 30-days in advance of the effective date. Big Red Marketing shall be entitled to any unpaid
fees or approved expenses up to the date of termination.
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Fees
Services detailed in the Scope of Work will be provided and billed in accordance with the payment
schedule noted below for the 2018/2019 fiscal year.
Upon approval from the client, the following other costs that may be included in monthly billing for
reimbursement:
•Mileage at the federal reimbursement rate
•Additional time spent on behalf of the ATBID at trade/ consumer shows
•Transportation, lodging, and dining costs while traveling for client requirements
The client will be provided with a monthly invoice outlining fees due and including all appropriate
support documentation. All payments are non-refundable upon completion of work. Should a client
choose to terminate a project before it is complete, the client will be responsible for any additional
hours accrued at the hourly rate of the Big Red Marketing employee or contractor completing the
work. Payments not received within 30 days of invoice date will be assessed an additional 1.5%
service charge for each additional month delayed.
Category July August Sept.October November December January February March April May June TOTAL
Admin $750 $650 $800 $800 $800 $750 $750 $700 $750 $750 $750 $750 $9,000
Event
Sponsor
Program
$250 $650 $350 $300 $550 $400 $450 $1,000 $500 $450 $500 $600 $6,000
Board
Mgmt &
Coord.
$950 $700 $900 $900 $900 $900 $950 $800 $900 $800 $650 $900 $10,250
Financial
Mgmt $600 $300 $1,000 $750 $900 $500 $1,000 $300 $750 $600 $650 $650 $8,000
Tour &
Travel
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
-
$
- $2,000 $6,000 $8,000
Strategy $200 $200 $450 $250 $350 $200 $350 $200 $600 $400 $200 $600 $4,000
TOTAL $2,750 $2,500 $3,500 $3,000 $3,500 $2,750 $3,500 $3,000 $3,500 $3,000 $4,750 $9,500 $45,250
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Client Information
Company Name: City of Atascadero, ATBID
Contact: Terrie Banish
Phone: (805) 470-3400
Email: tbanish@atascadero.org
City of Atascadero, ATBID Signatures
________________________________________ ____________
Terrie Banish Date
Deputy City Manager
________________________________________ ____________
Amar Sohi Date
ATBID Chairperson
Big Red Marketing, Inc. Signature
_______________________________________ ____________
Amanda S. Diefenderfer Date
Proprietress
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Scope of Work related to services for Atascadero
Tourism Business Improvement District Advisory Board (ATBID)
July 1, 2018 - June 30, 2019
Scope of Work
Destination Management services provide support in conjunction with the ATBID, City of
Atascadero, the contracted marketing firm, tourism industry partners, and other stakeholders.
Primary areas of focus include:
•Assist in maintaining roles and responsibilities in ATBID communication chart (City and all other
entities)
•Act as administrator to support ATBID and its members in all capacities to execute plans and
attain goals, including and not limited to financial growth and laying the groundwork for future
success
•Guide the organization to develop and implement strategies to increase occupancy consistent
with the annual goals and objectives established by the ATBID and its annual marketing plans
•Assist in creating ATBID policies and procedures
Expanding upon the Scope of Work, particular areas of support include the categories noted below.
Administrative: $9,000
•Communicate effectively with and between ATBID, City Council, Board of Supervisors, City
and County liaison and staff, ATBID members, community leaders, and related tourism
partners as needed to maintain strong internal and external relationships
•Development and management of annual timeline and deliverables with the selected
marketing firm
-Communicate with marketing firm the vision of the ATBID to assist in the execution of the
marketing plan
-Provide brand oversight to ensure consistent message and voice
-Develop measurable criteria and benchmarks for monitoring the success of the ATBID and
effectiveness of contracted vendors
-Collaborate with the marketing firm to make community connections to support
photography projects, video projects, and public relations hosting
•Represent the ATBID and its members by attending countywide events and related
professional association meetings
•Work with City to manage timelines for the ATBID’s annual renewal process
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•Develop and implement communication tools so all members are informed of ATBID progress
and programs
-Work with the City’s lodging records to maintain an accurate member inventory to include
individual property contact information, property type and unit count
•Maintain website and make updates as necessary in the areas of lodging, restaurants,
beverages and attractions
Event Sponsorship Program: $6,000
•Manage event partnerships approved by the ATBID Board
-Serve as primary point of contact for events interested in presenting funding opportunities
for consideration
1.Communicate presentation requirements and timelines
2.Schedule presentations as Board agenda capacity allows
-Coordinate event recap presentations and schedule accordingly for ATBID Board meetings
-Act as a liaison between the Board and event organizations to filter questions and requests
Board Management & Coordination: $10,250
•Attendance at all meetings related to the ATBID, including monthly Board meetings and
standing committee meetings, and Atascadero City Council Meetings with ATBID related
agenda items
-Prepare ATBID Board agenda and packets, and deliver to the Deputy City Manager for
posting and distribution in accordance to Brown Act requirements
-Create and coordinate development of staff reports to supplement agenda packets
-Print ATBID Board agenda and packets for each Board meeting
-Record and report minutes monthly
•Provide clear and concise recommendations through ongoing communication regarding
direction, opportunities, challenges, and progress to the ATBID
•Assist the Board in the selection, retention and management of professional services and
vendors
Financial Management: $8,000
•Partner with marketing firm to prepare and present the budget, Year End Report and annual
marketing plans
•Oversee and review co-op and reactive opportunities and related expenditures
•Maintain and provide timely budgets based on City provided receipts, and expenditure
information, with monthly progress reports to the ATBID Board
-Create and coordinate contracts for expenditures approved by the ATBID Board equal to
or exceeding $10,000
-Review all vendor invoices for accuracy and compliance to budget
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Tour and Travel: $8,000
•Promote the ATBID mission and goals by attending IPW on behalf of Visit Atascadero
-Manage conference registration, lodging and travel
-Prepare and coordinate necessary materials
-Arrange and schedule tour operator appointments
-Complete appointments at IPW while recording notes on conversations to be later
distributed to lodging stakeholders
-Manage follow-up and leads generated from IPW
Strategy: $4,000
•Take a visionary role in all activities and ensure ATBID actions are consistent with strategic
goals and direction
•Champion change and innovation to encourage diverse thoughts and contributions
•Collaborate with local events and tourism partners to maximize the opportunity for members
and identify sponsorship opportunities
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ITEM NUMBER: B-6
DATE: 05/16/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file April Marketing Statistics Report.
DISCUSSION:
April's website visits are reflective of the digital advertising campaign which focuses on
bringing in new visitors to the website, while social media and the e-newsletter's efforts
focus on re-engaging those who are familiar with the destination. The SLO County Co-
Op directed traffic to the Visit Atascadero landing page from the Visit SLO CAL site and
made 1,391,133 impressions. Efforts continue to be made towards meaningful
engagement with followers and connecting ideal travelers.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. April Statistics Summary
Page 31 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
APRIL STAT SUMMARY
ATASCADERO TBID
May 2, 2017
WEB ANALYTICS (2018 vs. 2017)
WEBSITE TRAFFIC
Website Views:
5,538 vs. 8,081
New Visitors:
5,350 (88.6% of visitors)
PPV (Page Per Visit):
1.79
TOS (Time on Site):
0:55
ACQUISITION
Social: 2,994 v. 1,142
Organic: 1,343 v. 1,784
Direct: 959 v. 3,966
Referral: 207 v. 1,241
Top Keyword Search:
Santa Barbara Zoo
PAGE VIEWS
Lodging: 3,297
Things to do: 1,680
Homepage: 1,128
Events: 1,902
GEOGRAPHIC REFERRALS
Los Angeles: 1,434
Atascadero: 554
San Francisco: 502
San Luis Obispo: 261
Paso Robles: 238
TOP REFERRING URLS
Facebook: 2,837
Yahoo/Bing/Google: 1,345
slocal.com: 92
centralcoastciderfestival.com: 39
m. events.sanluisobispo.com: 22
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 5,943
Impressions: 147,297
Organic: 15,491
Paid: 123,290
Reach: 126,524
Engagements: 5,335
Top Post: Atascadero springtime wildflower post
Reach: 3,989
Main audience: Women over 35, living in SLO County
and Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,145
New Followers: 61
Likes received: 675
Comments received: 25
Main audience: Women under 35
Twitter Followers: 195
Reach: 5,788
Engagements: 14
Main audience: Reporters and Destinations
Page 32 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The advertising that ran in April included Facebook video ads and Travel Spike video ads. Performance
improved significantly (46%) in April, based on clicks to the website for Facebook and Travel Spike.
FACEBOOK
The Boomer focused video ran in April. Since boomers are less likely to use Instagram, both platforms were
used in April and ads were served to the target audience wherever they were. Numbers were strong, but
slightly lower than March on Facebook. This was due to the change in targeting. Millennials (March target)
are the most active group on Facebook, and while the success of the Boomer campaign is strong, it still has
fewer users in that age group.
Facebook and Instagram Combined:
Total Impressions: 107,346 Total Clicks: 4,712 Clicks to website: 3,539
CTR: 3.32% Views to completion: 2,427 (+32%) Cost per view: $0.17
Total Facebook April Results (including social posts):
Total Impressions: 123,288 Total Clicks: 5,415 (+28%)
CTR: 2.94% Actions (including likes, shares, comments): 19,487
Video Views to 100%: 4,300
TRAVEL SPIKE
Travel Spike began mid-February. This season the Travel Spike platform is promoting video and
engagement. Performance improved again in April.
Total Impressions: 349,335 Total views: 40,284 Total Clicks: 1,077
SLO COUNTY CO-OP
The results of the Goodway Group Co-Op are included here for reference. This Co-Op directed traffic to the
Visit Atascadero landing page on the Visit SLO CAL site. Please note that results provided are for March
not April:
Impressions: 1,391,133 Clicks: 20,879 CTR: 1.5%
Page 33 of 39
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
The April e-newsletter first went out on Friday, April 6th. We sent a slightly altered version out on
April 10th to those who did not open the first version, to increase open rates. The theme for April
was hiking and exploring in Atascadero this spring. We featured Instagram user photos to highlight
different hiking trails, and included a mention about the wildflower “Superbloom”.
First delivery:
• 3,766 Recipients
• 12.7% Open Rate
• 1.3% Click Through Rate
Second delivery to Unopens:
• 3,306 Recipients
• 7% Open Rate
• 0.5% Click Through Rate
Totals for Campaign:
• 18.9% Open Rate (9.7% average open rate for our subscriber list based on last 12 months)
• 1.8% 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 34 of 39
ITEM NUMBER: B-7
DATE: 05/16/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file March Budget Report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of March 31, 2018.
The ATBID Board approved a $20,000 expenditure to participate in Visit SLO CAL’s
Goodway Group Digital Co-op Advertisement Opportunity at the February 21, 2018,
ATBID Board Meeting. This expense can be found under GL 2502 Reactive Advertising
& Co-Ops.
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 35 of 39
GL #Notes
REVENUE PROJECTIONS July August September October November December January February March April
1100 2% BID Revenue July 2017 - June 2018 $13, 598 $47,630.00 $41,737.00 $0.00 $59,335 $2,070 $1,539 $36,092 $188,403.00 261,250.00$ 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 $3,000 27,000.00$ 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$ 2,347.90$ 13,711.90$ 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$ 864.30$ 18,796.99$ 28,500.00$ Per presented scope of work
2303 Creative Services - Out of Scope 5,000.00$
2304 Promotional Items & Visit Atascadero Brochure 8,778.57$ 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$ 128.00$ 997.60$ 4,353.00$ Per presented scope of work
2402 Social Media contest hard costs 1,167.55$ 235.24$ 244.20$ 1,646.99$ 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$ 1,295.40$ 13,384.53$ 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$ 498.40$ 4,995.40$ 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$ 1,447.69$ 5,784.93$ 8,975.10$ 50,270.84$ 60,647.00$
Per presented scope of work less
separation of Visitor Guide costs
2502 Reactive Advertising & Co-Ops 3,650.00$ 20,000.00$ 23,650.00$ 50,000.00$
2503 Verdin Media Retainer 494.60$ 533.30$ 500.60$ 38.40$ 29.00$ 66.00$ 29.00$ 1,690.90$ 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$ 1,617.98$ 5,457.28$ 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$ 2,819.56$ 10,785.80$ 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$ 22,574.69$ 13,102.53$ 39,000.28$ 247,620.90$ 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 36 of 39
5/3/18
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL BUDGETED 2017-2018 BUDGETED
2014-2015 2015-2016 2016-2017 2016-2017 through 03/28/18 2017-2018
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 186,690$ 188,403$ 261,250$
46110.0000 Investment Earnings 2,068 5,458 724 2,110 - 3,810
Total Revenue 164,104 246,536 268,231 188,800 188,403 265,060
EXPENSES
6050000 Office Expense - 5,164 - 2,200 - 5,000
6070000 Advertising 3,450 86,914 91,005 90,000 124,594 95,000
6400000 Operating Supplies - 1,217 120 - - 2,000
6500000 Contract Services 26,173 105,314 138,414 155,000 126,091 275,000
6600000 Professional Development - - 425 - 425 -
6740000 Business Development - 5,000 - - 3,000 -
6900000 Administration 1,620 2,411 2,675 1,870 1,884 2,610
Total Expenses 31,243 206,020 232,639 249,070 255,994 379,610
NET INCOME/(LOSS)132,861 40,516 35,592 (60,270) (67,590) (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$ 297,850$ 250,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
Page 37 of 39
Atascadero TBID
Budget: $180,000 | Updated 4/16/2018
DETAILED SPENDING Billed Billed Billed Billed Billed Billed Billed Billed Billed 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 2,347.90 2,137.00 1,152.10 1,000.00 18,000.00
Creative Development $28,500 3,632.50 5,321.90 2,131.79 1,176.80 196.20 1,989.10 2,964.00 520.40 864.30 4,000.00 3,000.00 2,703.01 28,500.00
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 1,617.98 1,000.00 4,026.04 500.00 15,000.00
Web Updates $3,000 145.00 070.40 128.00 025.60 065.00 165.60 128.00 834.40 872.00 566.00 3,000.00
E-Newsletter $6,600 527.80 551.00 568.20 477.80 502.00 620.60 757.60 492.00 498.40 500.00 554.60 550.00 6,600.00
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 1,295.40 1,700.00 1,700.00 1,615.47 18,400.00
Contest Prizes / Coord.$2,000 1,167.55 235.24 244.20 1,646.99
Media Planning $6,000 494.60 533.30 500.60 038.40 029.00 066.00 -029.00 1,500.00 1,500.00 1,000.00 5,690.90
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 2,794.65 2,500.00 1,000.00 896.89 28,230.56
Travel Spike 1,966.14 8,138.94 6,894.92 3,256.52 6,180.45 4,500.00 3,250.00 34,186.97
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 $16,000.28 $18,671.40 $21,554.74 $10,831.37 $180,000.00
Adjustments
Actual 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 $16,000.28 $18,671.40 $21,554.74 $10,831.37 $180,000.00
No Charge/Added Value $3,064.50 $202.50 $607.50 $135.00 $1,725.00 $0.00 $1,987.20 $0.00 $0.00 $7,721.70
Page 38 of 39
City of Atascadero
Tourism Report
Transient Occupancy Tax Revenues
Jul-Sep Oct-Dec Jan-Mar Apr-Jun
1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL
Fiscal Year 2014 254,557.46$ 158,389.32$ 134,033.44$ 232,385.37$ 779,365.59$
Fiscal Year 2015 262,246.00$ 171,527.07$ 204,920.33$ 261,362.41$ 900,055.81$
Fiscal Year 2016 387,196.75$ 260,522.61$ 234,591.13$ 359,952.40$ 1,242,262.89$
Fiscal Year 2017 441,814.34$ 259,716.23$ 236,432.90$ 399,564.75$ 1,337,528.22$
Fiscal Year 2018 446,835.24$ 307,035.82$
Page 39 of 39