HomeMy WebLinkAboutTBID_2018-09-19_Agenda PacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, September 19, 2018 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Deana Alexander, The Carlton Hotel
Board Member Jaclyn Dawson, SpringHill Suites by Marriott
Board Member Tom O’Malley, Portola Inn
Board Member Amar Sohi, Holiday Inn Express and Suites
Vacancy
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 – August 15, 2018
•Recommendation: Approve the Draft Action Minutes of August 15, 2018. [Big Red
Marketing]
B. BUSINESS ITEMS
1.City of Atascadero Finance Presentation
•Recommendation: Receive and file finance presentation. [City of Atascadero]
•Fiscal Impact: None.
2.Monthly Marketing Statistics Summary
•Recommendation: Receive and file August Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
3.Monthly Budget Report
•Recommendation: Receive and file July Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
C.UPDATES
1.Visit SLO CAL TMD Update – Board Member Sohi
2.Visit SLO CAL Marketing Committee Update – Verdin
3.Short-term Rental Update – City Manager’s Office
4.Destination Management Update – Big Red Marketing
5.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: 09/19/18
Atascadero TBID
August 15, 2018
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, August 15, 2018 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Alexander called the meeting to order at 2:33 p.m.
ROLL CALL:
Present: Board Member O’Malley, Board Member Sohi, Vice-Chairperson
Brewer, and Chairperson Alexander
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 Ashlee Akers,
Marketing Consultant Chelsea Modlin and Deputy City
Manager/Outreach Promotions Terrie Banish.
APPROVAL OF AGENDA:
MOTION: By Vice Chairperson Brewer and seconded by Board Member Sohi
to approve the agenda.
Motion passed 4:0 by a roll call vote.
PUBLIC COMMENT: None.
A. CONSENT CALENDAR
1.ATBID Draft Action Minutes – July 18, 2018
•Recommendation: Approve the Draft Action Minutes of July 18, 2018. [Big Red
Marketing]
MOTION: By Vice Chairperson Brewer and seconded by Board Member Sohi
to approve the consent calendar.
Motion passed 4:0 by a roll call vote.
Page 4 of 15
ITEM NUMBER: A-1
DATE: 09/19/18
Atascadero TBID
August 15, 2018
Page 2 of 4
B. BUSINESS ITEMS
1. Right Angle Inc. Advertisement Opportunity
• Recommendation: Approve $12,000 advertisement opportunity as presented with
Right Angle Inc. [Verdin]
• Fiscal Impact (GL 2502): $12,000.
Marketing Consultant Akers shared Verdin’s recommendation for the advertisement
opportunity with Right Angle Inc. and answered questions from the Board. Chairperson
Alexander abstained from the vote due to a conflict of interest.
PUBLIC COMMENT: Jessica Sohi
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Brewer to approve the $12,000 advertisement opportunity as
presented with Right Angle Inc.
Motion passed 3:0 with 1 abstention by a roll call vote.
2. Modify ATBID Board Meeting Schedule
• Recommendation: Approve 10-month annual ATBID Board Meeting
schedule. [Big Red Marketing]
• Fiscal Impact: None.
Destination Management Consultant Ottman presented the opportunity to modify the
meeting schedule to eliminate July and December’s meetings and answered questions from
the Board. Board Member O’Malley excused himself from the meeting at 2:55pm following
the roll call vote of this motion.
PUBLIC COMMENT: None.
MOTION: By Board Member Sohi and seconded by Vice Chairperson Brewer
to approve the recommendation to move to a 10-month annual
ATBID Board Meeting schedule.
Motion passed 4:0 by a roll call vote.
Board Member O’Malley left the meeting at 2:55 p.m.
3. Monthly Marketing Statistics Summary
• Recommendation: Receive and file July Marketing Statistics Report. [Verdin]
• Fiscal Impact: None.
Marketing Consultant Modlin gave the presentation and answered questions from the Board.
Marketing Consultant Akers dispersed the 2018-2019 Marketing Plan (Exhibit A) and the
Fall Advertising Campaign Concepts (Exhibit B).
PUBLIC COMMENT: None.
Page 5 of 15
ITEM NUMBER: A-1
DATE: 09/19/18
Atascadero TBID
August 15, 2018
Page 3 of 4
The Monthly Marketing Statistics Summary
was received and filed by the Board.
4.Monthly Budget Report
•Recommendation: Receive and file June Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Ottman presented the Monthly Budget Report and
dispersed the updated TOT report (Exhibit C). Destination Management Consultant
Diefenderfer explained the TOT report 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 – Board Member Sohi shared there was no meeting and
no updates.
2.Visit SLO CAL Marketing Committee Update – Marketing Consultant Modlin shared
there was no meeting and no updates.
3.Destination Management Update – Big Red Marketing – Destination Management
Consultant Ottman shared that CiderFest will not be having an event in 2019.
4.City Business Update – Deputy City Manager Banish shared city updates and handed
out the Crusin’ Weekend flyer (Exhibit D).
C. BOARD MEMBER COMMENTS:
1.Vice Chairperson Brewer announced his resignation from the Colony Inn and his
resulting resignation from the ATBID Board.
2.Deputy City Manager Banish shared that the moving collection of TOT to monthly
will be brought to a City Council meeting in October, November, or December.
3.Chairperson Alexander requested that Expedia be approached to improve the reach
of Atascadero when searching nearby locations.
E.ADJOURNMENT
Chairperson Alexander adjourned the meeting at 3:38 p.m.
MINUTES PREPARED BY:
_______________________________________________
Amanda Diefenderfer, Destination Management Consultant
Exhibit A – 2018-2019 Marketing Plan by Verdin
Exhibit B – Fall Advertising Campaign Concepts by Verdin
Exhibit C – TOT Report by Big Red Marketing
Page 6 of 15
ITEM NUMBER: A-1
DATE: 09/19/18
Atascadero TBID
August 15, 2018
Page 4 of 4
Exhibit D – Cruisin’ Weekend Program by Deputy City Manager
APPROVED:
Page 7 of 15
ITEM NUMBER: B-1
DATE: 9/19/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
City of Atascadero Finance Presentation
RECOMMENDATION:
Receive and file City of Atascadero Finance Presentation.
DISCUSSION:
The City of Atascadero will present an overview of the ATBID fund, the outlined expenses
and budget that has been approved by City Council. The City will also provide a summary of
the financial trends the ATBID has experienced since its inception in 2014.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 8 of 15
ITEM NUMBER: B-2
DATE: 09/19/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file August Marketing Statistics Report.
DISCUSSION:
Website traffic continues to increase YOY with the majority of visitors being new. August
had no paid advertising and only a few boosted posts on Facebook. The e-newsletter open
rate continues to be higher than industry standard.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.August Statistics Summary
Page 9 of 15
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
AUGUST STAT SUMMARY
ATASCADERO TBID
September 4, 2018
WEB ANALYTICS (2018 vs. 2017)
WEBSITE TRAFFIC
Page Views:
16,933 v. 15,993
New Visitors:
6,316 (76.9% of visitors)
Total Sessions:
8,219 v. 7,864
PPV (Page Per Visit):
2.1
TOS (Time on Site):
1:12
ACQUISITION
Organic: 3,071 v. 2,861
Direct: 2,139 v. 1,793
Social: 939 v. 1,113
Referral: 726 v. 690
Top Keyword Search:
Car Show
PAGE VIEWS
Events: 5,825
Homepage: 2,928
Things to do: 1,382
Eat: 429
GEOGRAPHIC REFERRALS
Atascadero: 1,613
San Francisco: 1,079
Paso Robles: 871
Los Angeles: 767
San Luis Obispo: 474
TOP REFERRING URLS
Google: 3,396
Facebook: 965
Yahoo/Bing: 427
Ksby.com: 98
Slocal.com: 88
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,050
Impressions: 54,857
Organic: 33,455
Paid: 14,283
Reach: 38,185
Engagements: 1,825
Top Post: Historic City Hall
Reach: 3,648
Main audience: Women over 35, living in SLO County and
Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,223
New Followers: 3
Likes received: 248
Comments received: 8
Main audience: Women under 35, new audience
Twitter Followers: 216
Reach: 6,635
Engagements: 27
Main audience: Reporters and Destinations
B-2ITEM NUMBER:
DATE: ATTACHMENT:
09/19/18
1
Page 10 of 15
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The August e-newsletter went out on Wednesday, August 1st. A slightly altered version was sent to un-opens
on Monday, August 6th. The theme for August was “Hot August Nights,” featuring Hot El Camino Cruise Night,
Art & Wine Tour, and Movies in the Garden. It finished off with a link to the Visit Atascadero homepage to
explore more events, activities, food and wine, and lodging.
First delivery:
•3,720 Recipients
•11.7% Open Rate
•1.2% Click Through Rate
Second delivery to Un-opens:
•3,307 Recipients
•7.2% Open Rate
•0.4% Click Through Rate
Totals for Campaign:
•18.9% Open Rate (9.7% average open rate for our subscriber list based on last 12 months)
•1.6% 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
Based on the approved media plan, the month of August had no paid advertising. Some boosted Facebook posts did run
for the month, and the results are as follows:
FACEBOOK
Total Impressions: 6,109 Total Clicks: 986 CTR: 5.76%
B-2ITEM NUMBER:
DATE: ATTACHMENT:
09/19/18
1
Page 11 of 15
ITEM NUMBER: B-3
DATE: 09/19/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file July Budget Report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of July 31, 2018.
July marks the beginning of the 2018/2019 fiscal year. The Board approved a $15,000
event sponsorship of the 2019 Tent City Marathon at the May 16, 2018, Board meeting.
This expense is accounted for in GL 2802. Verdin’s July expenses have not yet been
accounted for.
As it currently stands, expenses for the 2017/2018 fiscal year are underbudget.
However, the report for that fiscal year is not yet finalized.
Upon review of this month’s budget all other expenses are in line with expected
expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 12 of 15
GL #NotesREVENUE PROJECTIONS July August11002% BID Revenue July 2018 - June 2019 266,480.00$ Awaiting figures from City finance department. Current figures are based on previous year1200Estimated Fund Balance from 2017/2018 250,820.00$ 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 521,110.00$ Budget Actuals 2018/2019 Proposed Budget Notes2100Admin42,110.00$ 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$
2105 Big Red Marketing 750$ 750$ 9,000.00$
2106 Verdin 18,500.00$
2200 ATBID Management 22,250.00$
*This is a new
category.
Previously,
contracting firm
fees which was
budgeted at
$54,000 for
17/18 FY.
2201 Board Management & Coordination 950$ 950$ 10,250.00$
2202 Financial Management 600$ 600$ 8,000.00$
2203 Strategy 200$ 200$ 4,000.00$
2300 Visual Assets and Branding 56,000.00$
2301 Photography & Video 4,000.00$
2302 Creative Services - Verdin Scope 30,000.00$
2303 Creative Services - Out of Scope 4,000.00$
2304 Promotional Items & Visit Atascadero Brochure 18,000.00$
2400 Digital Marketing 33,150.00$
2401 Website Updates 3,750.00$
2402 Social Media contest hard costs 1,000.00$
2403 Social Media/Contest Management 18,600.00$
2404 E-Newsletter 9,800.00$
2500 Advertising 124,150.00$
2501 Planned Media Buys 75,000.00$
2502 Reactive Advertising & Co-Ops 43,150.00$
2503 Verdin Media Retainer 6,000.00$
2600 Public Relations 12,500.00$
2601 Group FAM 4,000.00$
2602 Individual Itineraries 2,500.00$
2603 PR Retainer & Reactive Planning 6,000.00$
2700 Tour & Travel 23,500.00$
2701 CCTC Co Op Fams 425$ 425$ 1,750.00$
2702 Visit CA Co Op Fams 1,750.00$
2703 Trade Show 20,000.00$
Includes
registration and
firm attendance
fees.
2800 Consumer Outreach 66,000.00$
2801 Consumer Show Presence 10,000.00$
2802 Event Sponorship 15,000$ 15,000$ 50,000.00$
2803 Management of Event Sponorship 250$ 250$ 6,000.00$
TOTAL EXPENSES 18,175$ 18,175$ 379,660.00$
3001 Cash Reserves 52,111.00$ 10% of total budget
Contingency
4001 Contingency Fund (unallocated)89,339.00$
TOTAL Budget 521,110.00$
ATBID 2018/19 Proposed BUDGETED P&L ITEM NUMBER: DATE: ATTACHMENT:B-309/19/181 Page 13 of 15
9/7/18
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL BUDGETED 2018-2019 BUDGETED
2014-2015 2015-2016 2016-2017 2017-2018*2017-2018 through 07/31/18 2018-2019
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,049$ 261,250$ -$ 266,480$
46110.0000 Investment Earnings 2,068 5,458 724 - 3,810 - 2,560
Total Revenue 164,104 246,536 268,231 275,049 265,060 - 269,040
EXPENSES
6050000 Office Expense - 5,164 - - 5,000 - 5,000
6070000 Advertising 3,450 86,914 91,005 144,521 95,000 16,867 95,000
6400000 Operating Supplies - 1,217 120 - 2,000 - 2,000
6500000 Contract Services 26,173 105,314 138,414 172,938 275,000 13,158 275,000
6600000 Professional Development - - 425 425 - 425 -
6740000 Business Development - 5,000 - 3,000 - - -
6900000 Administration 1,620 2,411 2,675 2,750 2,610 - 2,660
Total Expenses 31,243 206,020 232,639 323,634 379,610 30,451 379,660
NET INCOME/(LOSS)132,861 40,516 35,592 (48,585) (114,550) (30,451) (110,620)
BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 365,441 365,370 316,855 250,820
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 365,441$ 316,855$ 250,820$ 286,405$ 140,200$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-3ITEM NUMBER:
DATE: ATTACHMENT:
09/19/18
2
Page 14 of 15
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$ 237,705.86$ 383,505.19$ 1,375,082.11$
Fiscal Year 2019
B-3ITEM NUMBER:
DATE: ATTACHMENT:
09/19/18
3
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