HomeMy WebLinkAboutTBID_2018-10-17_Agenda PacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, October 17, 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 – September 19, 2018
•Recommendation: Approve the Draft Action Minutes of September 19, 2018. [Big
Red Marketing]
B. BUSINESS ITEMS
1.Z-Day Car Show Presentation to Request Event Sponsorship
•Recommendation: Receive and file Z-Day Car Show presentation. [SOCALZ]
•Fiscal Impact (GL 2802): $7,500 requested.
2.Cider Fest Presentation to Request Event Sponsorship
•Recommendation: Receive and file 2019 Cider Festival Event Presentation.
[Central Coast Cider Association]
•Fiscal Impact (GL 2802): $15,000 requested.
3.Election of Vice Chairperson for the Atascadero Tourism Business
Improvement District (ATBID) Advisory Board
•Recommendation: ATBID Board to elect one member to serve as Vice
Chairperson for the ATBID Advisory Board. [Big Red Marketing]
•Fiscal Impact: None.
4.Resolution Establishing a Revised Atascadero Tourism Business Improvement
District Board Meeting Schedule
•Recommendation: Advisory Board adopt Draft Resolution establishing a revised
Atascadero Tourism Business Improvement District meeting schedule. [City of
Atascadero]
•Fiscal Impact: None.
5.Monthly Marketing Statistics Summary
•Recommendation: Receive and file September Marketing Statistics
Report. [Verdin]
•Fiscal Impact: None.
6.Monthly Budget Report
•Recommendation: Receive and file August 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.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: 10/17/18
Atascadero TBID
September 19, 2018
Page 1 of 3
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, September 19, 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 2:28 p.m.
ROLL CALL:
Present: Board Member Dawson, Board Member O’Malley, and Chairperson
Alexander.
Vacant: One vacant seat.
Absent: Board Member Sohi.
Staff Present: Destination Management Consultant Angelica Ottman, Destination
Management Coordinator Hanna Meisinger, Marketing Consultant
Ashlee Akers, Marketing Consultant Chelsea Modlin, Administrative
Services Director Jeri Rangel, and Deputy City Manager/Outreach
Promotions Terrie Banish.
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Board Member
Dawson to approve the agenda.
Motion passed 3:0 by a roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1. ATBID Draft Action Minutes – August 15, 2018
•Recommendation: Approve the Draft Action Minutes of August 15, 2018. [Big Red
Marketing]
MOTION: By Board Member O’Malley and seconded by Board Member
Dawson to approve the consent calendar.
Page 4 of 36
ITEM NUMBER: A-1
DATE: 10/17/18
Atascadero TBID
September 19, 2018
Page 2 of 3
Motion passed 3:0 by a roll call vote.
B. BUSINESS ITEMS
1. City of Atascadero Finance Presentation
• Recommendation: Receive and file finance presentation. [City of Atascadero]
• Fiscal Impact: None.
Administrative Services Director Jeri Rangel presented the City of Atascadero Financial
Presentation, handed out the ATBID Fund Summary (Exhibit A), and answered questions
from the Board. An action minute addressing the need to designate ATBID funds for special
response planning will be brought to the Board for review at the November Board meeting.
PUBLIC COMMENT: None.
The City of Atascadero Finance Presentation
was received and filed by the Board.
2. Monthly Marketing Statistics Summary
• Recommendation: Receive and file August Marketing Statistics Report. [Verdin]
• Fiscal Impact: None.
Marketing Consultant Chelsea Modlin gave the August marketing presentation (Exhibit B)
and answered questions from the Board. Marketing Consultant Ashlee Akers shared the
strategy behind the new image campaign and provided updates on the Right Angle Media
partnership.
PUBLIC COMMENT: None.
The Monthly Marketing Statistics Summary
was received and filed by the Board.
3. Monthly Budget Report
• Recommendation: Receive and file July Budget Report. [Big Red Marketing]
• Fiscal Impact: None.
Destination Management Consultant Ottman presented the Monthly Budget Report and
answered questions from the Board.
PUBLIC COMMENT: None.
The Monthly Budget Report
was received and filed by the Board.
Page 5 of 36
ITEM NUMBER: A-1
DATE: 10/17/18
Atascadero TBID
September 19, 2018
Page 3 of 3
C. UPDATES
1. Visit SLO CAL TMD Update – Board Member Sohi was not present for updates.
2. Visit SLO CAL Marketing Committee Update – Marketing Consultant Ashlee Akers
presented updates from the Marketing Committee and shared information about an
available co-op opportunity for a mobile device tracking technology with reporting
metrics with SLO CAL.
Board Member O’Malley left the meeting at 3:35 p.m. and returned at 3:37 p.m.
3. Short-term Rental Update – Deputy City Manager Banish presented an update and
handed out an updated lodging compliance list (Exhibit C).
4. Destination Management Update – Destination Management Consultant Ottman
shared information about the lodging owners meeting that will take place prior to the
October 17 board meeting.
5. City Business Update – Deputy City Manager Banish shared city updates and
answered questions from the Board.
C. BOARD MEMBER COMMENTS:
Chairperson Alexander requested conversation begin early about California Mid-State Fair
shuttle opportunities for several locations in Atascadero. Verdin will begin outreach.
E. ADJOURNMENT
Chairperson Alexander adjourned the meeting at 4:06 p.m.
MINUTES PREPARED BY:
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – ATBID Fund Summary by City of Atascadero
Exhibit B – August Marketing Presentation by Verdin
Exhibit C – Lodging Compliance List by City of Atascadero
APPROVED:
Page 6 of 36
ITEM NUMBER: B-1
DATE: 10/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Z-Day Car Show Presentation to Request
Event Sponsorship
RECOMMENDATION:
Receive and file Z-Day Car Show presentation.
DISCUSSION:
The ATBID Board awarded a $5,000 Tier 2 Event level sponsorship to SOCALZ at the
October 19, 2016, Board Meeting. The Z-Day Car Show was hosted for the first time in
Atascadero on Saturday, March 18, 2017.
At the September 20, 2017, ATBID Board Meeting Tony Anaya from SOCALZ
presented a sponsorship request for the 2018 Z-Day Car Show. Following the
presentation, the Board moved to approve a $7,500 sponsorship of the 2018 Z-Day Car
Show contingent upon submission of marketing materials and moving the event date to
March 10, 2018.
Z-Day will present plans and goals for the 2019 event.
FISCAL IMPACT:
$7,500 requested.
ATTACHMENTS:
1.2019 Z-Day Car Show Event Application
2. 2019 Z-Day Car Show Event Presentation
Page 7 of 36
�lSii,
CALIFORNIA
Event Support Application Form
Requesting Organization: S'o Ca I l-----"'=-=---=------'---'-=------------
Contact: f o v1y Pnri.cty e,i Phone Number: (�\)9) q ll°' / l bS
Email: toY1ye�ocaJl.,het Mailing Address: 15bQ Rt,thch KA·
City,State,Zip: SJtr1 Ben,orcUno, [A 92,407
Name of Event: -Z, Duj Cetl,-fD(v)i'ti ( 5 n /-thnu.tll)
Event Description: Ni's-� tln ( Dttts un / z_ car s:how.
Event Oates/Times: MAy Z5 1 2--D 19
Event Website: S lJ Cl! t L-• fl et
Total Anticipated Attendees: l 500 Portion From Outside SLO County: 1S O %
Is this the first year the event will take place? DI Yes ltll' No
If this event has taken place previously, please provide historical data including
attendance numbers: About 1 <2 s-r e1 i s: t e ired c a r:s
Spec±ui:hw: nun()be� w-cre etb\)V vt 1000 l),�Oflv who
2
B-1ITEM NUMBER:
DATE: ATTACHMENT:10/17/18
1
Page 8 of 36
How will the event be advertised? What resources wiH be used to advertise? What
geographic locations will be targeted? 1he e ve11t v\Jil I b-c 4,dveft) �-cc{
11,&u�h soliaJ med14 1 websf±e 1{tnJ1ns, tnttt1-ebhtJ cah�p1;1,-�1\5
�,1 Ftlce6ooK k \ns±AlJram�3 bc\nhf� \?\llt�d \oLtt\\� k
tV\. ht\A1s;papc(, A11endees itzlvef ::f\�111 north, ctnbAI i �uufhe111. ul 1he jo{c1ho1!\ ±i)�eted �VIII b-e smtew1cle,
Crowd Control Safety Plan:
S 4 f e :hf p I an t c Yb Wb\ c O\Y\Yb ) w111 k \JJ oiK e � o \At vvii � l \) c tl I PD 2x. the pub)lc<; WOY1C-t\-epurfment· Wfll n�clucle htlrY(er!J
1Yz1 f fJ1 C CO )1 e S tL. S ( � 5 ·
Will the event require an ABC Permit? � Yes ID No
Has a City permit been issued for your event or contracted the venue for your
event date? ID Yes )eJI No
Support Requested (desired monetary amount or in-kind marketing support): __
if ,soo
Describe how the event supports Visit Atascaderofs mission and goals:
Duv f6\Hll lS to bl))'\� fQ peoplt: �1\)111 U1Ats5vlc the utrCb\ -to �h 0f1
d1�l 9/4 �t{A;� v\1 \O(ll\ e�j]Ab\\��m-enn.
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
A11 at�endees W)-l\ triwc\ 'fu)Yt o'\l¼) u\e OiYet\ · 1V\ltl'\� <;·tt\y
af \\)c4_\ h�tel�-
3
B-1ITEM NUMBER:
DATE: ATTACHMENT:10/17/18
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Page 9 of 36
Additional Details,:
1ht {l\(�how \;\)j\\ fhC!Lttle bl tbob)"le ulyno-mach,ne, -fpu4
\JeV\d ors 1 bJ /lhusf c I rel evanf· vendo-rs-I ex h� u st Com11e n·tf\)'\1 ,
/ti\ re4urrecl (�sutitnces � pevmd--s u\Jll I be furn1<;�-ed
Rules and Regulations for Event Coordinators
•Event coordinators will be held accountable for promoting and advertising the event,including, but not limited to, listing the event on the Visit SLO CAL website(www.slocal.com) within 30 days of Board approval for funding.
•Event coordinators will also be held responsible for ensuring the Visit Atascaderologo and branding is used appropriately on any event materials. This includesensuring the Visit Atascadero logo is visible on event website and marketingcollateral within 30 days of Board approval for funding.
•Event coordinators should ensure every effort is made to promote the entireAtascadero destination. On the event website, event coordinators should only link tothe Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individualagreements with those p roperties have been arranged outside of ATBID activity.
•Event coordinators should plan to attend an ATBID Board Meeting following theevent to provide a recap presentation which includes attendee numbers, overnightstays, event perception and any other pertinent information for the Board.
***Please include a detailed event budget and marketing strategy. Feel
free to attach additional information for consideration with
application.
***You must submit copies of additional required documents two
weeks prior to event. The Atascadero TBID Board reserves the right to
withdraw funding if the appropriate documents are not obtained for
the event.
4
B-1ITEM NUMBER:
DATE: ATTACHMENT:10/17/18
1
Page 10 of 36
IMPORTANT: Future ATBID event sponsorship funding requests may
be af fected should any discrepancies, inclu ding, but not limited to,
event application, planning, marketing materials or website, be
brought to ATBID's attention.
Applicant Signature --��::::::::::::::�=:::==:::::-----Date D q / 0 9) I 8
In case of questions or the need for clarification, please contact Destination
Management Consultant, Angelica Ottman at aott@bigredmktg.com.
5
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DATE: ATTACHMENT:10/17/18
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Page 11 of 36
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Page 12 of 36
Z ORGANIZED IT’S FIRST YEARS SHOW.
OUR MISSION WAS TO ESTABLISH AN AREA WHERE ALL CLUBS STATE WIDE CAN COME TOGETHER, MEET NEW
PEOPLE AND CREATE MEMORIES. THE Z CAR COMMUNITY IS VERY DIVERSE FROM PEOPLE OF ALL AGES AND
BACKGROUNDS THAT SHARE THE SAME PASSION.
B-1ITEM NUMBER:
DATE:DA ATTACHMENT:10/17/18
2
Page 13 of 36
•Z
•SSORXS
•SPECIALTY-Z
•THE CITY OF ATASCADERO
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VENDORS AND 20+ CAR CLUBS ARE
PLANNING TO ATTEND AND REPRESENT
THEIR ORGANIZATIONS. THEY WILL BE
TRAVELING FROM ACROSS THE STATE.
B-1ITEM NUMBER:
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•
•
•
•
•
•
•
•
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ITEM NUMBER: B-2
DATE: 10/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Cider Fest Presentation to Request Event Sponsorship
RECOMMENDATION:
Receive and file 2019 Central Coast Cider Festival Event Presentation.
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. Following is how the $35,000 Fee schedule was
broken out by year:
Fiscal Year 2015/16: $14,500
Fiscal Year 2016/17: $11,000
Fiscal Year 2017/18: $9,500
The 2018 Central Coast Cider Festival took place on Saturday, May 12, at the
Atascadero Pavilion on the Lake. The ATBID support of $9,500 was utilized to finance
the marketing of the event.
The Central Coast Cider Association will present plans and goals for the 2019 event.
FISCAL IMPACT (2802):
$15,000 requested.
ATTACHMENTS:
1. 2019 Central Coast Cider Festival Event Application
Page 22 of 36
2
Event Support Application Form
Requesting Organization: _______________________________________________
Contact: _________________________ Phone Number: _______________________
Email: ____________________________ Mailing Address: ____________________
City, State, Zip: ________________________________________________________
Name of Event: ________________________________________________________
Event Description: _____________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Event Dates/Times: _____________________________________________________
Event Website: ________________________________________________________
___Total Anticipated Attendees: ____ Portion From Outside SLO County: _____%
Is this the first year the event will take place? Yes No
If this event has taken place previously, please provide historical data including
attendance numbers: __________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Central Coast Cider Association
Jessica Bohon 805-706-0553
jboh@bigredmktg.com 894 Murray Ave.
San Luis Obispo, CA 93405
Central Coast Cider Festival
TBD
www.centralcoastciderfestival.com
500-1,000 30
x
This event has been present for 3 years. In year's past, there have been 373 (2018), 504 (2017), and
494 (2016) attendees. In 2018, 27.7% of attendees stayed in Atascadero, 20.7% staying in hotels and
motels. The event featured 14 local cider producers, dinner, music, and snacks.
The Central Coast Cider Festival is a unique experience for attendees.
The event will bring cideries from the Central Coast to showcase the different tastes from this area. This
year, the event will extend as an invitiational, brining a few select cideries from outside the area. Guests
of the event will taste through craft ciders, enjoy local cuisine, and experience Atascadero.
Page 23 of 36
3
How will the event be advertised? What resources will be used to advertise? What
geographic locations will be targeted? ____________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Crowd Control Safety Plan:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Will the event require an ABC Permit? Yes No
Has a City permit been issued for your event or contracted the venue for your
event date? Yes No
Support Requested (desired monetary amount or in-kind marketing support): _______
______________________________________________________________________
Describe how the event supports Visit Atascadero’s mission and goals:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
______________________________________________________________________
______________________________________________________________________
The event will be advertised through multiple outlets,
including but not limited to: social media, radio, published articles, and email blasts. 50% of advertising
efforts will be directed to out of county locations. The other 50% will be targeted towards in county
locations and current visitors of the area.
x
$15,000
There will be hired security guards and ample parking.
x
Central Coast Cider Fest helps position Atascadero as the epicenter of the burgeoning cider industry.
Hosting this growing event in Atascadero not only attracts awareness and overnight stays to the
destination during the event weekend, but also establishes a key attraction of the destination positioning
for future visitation from the audience.
Auxiliary events will encourage visitors to stay for multiple nights in Atascadero and experience
Atascadero outside of the event. Additionally, as an exclusive sponsor, Visit Atascadero will have a
Page 24 of 36
4
______________________________________________________________________
______________________________________________________________________
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Rules and Regulations for Event Coordinators
• Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
• Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
• Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
• Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
***Please include a detailed event budget and marketing strategy. Feel
free to attach additional information for consideration with
application.
***You must submit copies of additional required documents two
weeks prior to event. The Atascadero TBID Board reserves the right to
withdraw funding if the appropriate documents are not obtained for
the event.
link on the Central Coast Cider Festival website, will be promoted through social media, email blasts,
and printed programming.
Page 25 of 36
5
IMPORTANT: Future ATBID event sponsorship funding requests may
be affected should any discrepancies, including, but not limited to,
event application, planning, marketing materials or website, be
brought to ATBID’s attention.
Applicant Signature __________________________ Date ___________
In case of questions or the need for clarification, please contact Destination
Management Consultant, Angelica Ottman at aott@bigredmktg.com.
Jessica Bohon 10/8/18
Page 26 of 36
ITEM NUMBER: B-3
DATE: 10/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Election of Vice Chairperson for the Atascadero Tourism
Business Improvement District (ATBID) Advisory Board
RECOMMENDATION:
ATBID Board to elect one member to serve as Vice Chairperson for the ATBID Advisory
Board.
DISCUSSION:
The Vice Chairperson is expected to act as ATBID Chairperson in case of absence.
These responsibilities include facilitation of ATBID Board meetings, being prepared and
knowledgeable about items on the agenda, vendors and Board policies and procedures.
Additionally, the Vice Chairperson should be aware of the legalities and practices
regarding public advisory boards.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 27 of 36
ITEM NUMBER: B-4
DATE: 10/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Resolution Establishing a Revised Atascadero Tourism
Business Improvement District Board Meeting Schedule
RECOMMENDATION:
Advisory Board adopt Draft Resolution establishing a revised Atascadero Tourism
Business Improvement District meeting schedule.
DISCUSSION:
At the request of the lodging business owners in Atascadero, the Atascadero Tourism
Business Improvement District (ATBID) was formed in April 2013. Atascadero City
Council adopted Ordinance 568 establishing the ATBID in accordance with the Parking
and Business Improvement Law of 1989. The law requires that the Advisory Board meet
no less than quarterly.
In January of 2017, the ATBID Advisory Board adopted Resolution No. 2017-001,
establishing that Advisory Board meetings would be held on the third Wednesday of the
month, at 2:30 p.m., at the Atascadero City Hall. Since that time, the Advisory Board
has met monthly.
On August 15, 2018, the ATBID Advisory Board voted to reduce the total number of
regular meetings each year from twelve, as adopted by Resolution No. 2017-001, to
ten. It was proposed that the Board continue to meet every month except for July and
December.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.Draft Resolution
Page 28 of 36
DRAFT RESOLUTION
RESOLUTION OF THE ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT, ESTABLISHING THE DATE, TIME AND
LOCATION OF ADVISORY BOARD MEETINGS
AND SUPERSEDING RESOLUTION 2017-001
WHEREAS, the Atascadero Tourism Business Improvement District (ATBID) Advisory
Board previously adopted Resolution 2013-001, establishing the date, time and location of ATBID
meetings; and
WHEREAS, the Atascadero Tourism Business Improvement District (ATBID) Advisory
Board adopted Resolution 2017-001, superseding Resolution 2013-001, establishing the date, time
and location of ATBID meetings; and
WHEREAS, the ATBID Advisory Board has met and conferred to determine a new date,
time and location for Advisory Board meetings.
NOW, THEREFORE BE IT RESOLVED, by the Atascadero Tourism Business
Improvement District Advisory Board, as follows:
SECTION 1. Beginning October 17, 2018 at 2:30 p.m., the Advisory Board meetings
shall be on the third Wednesday of the month, except for the months of July and December. No
regular meetings will be scheduled for the months of July and December.
SECTION 2. The meetings shall be open to the public. Meetings may be adjourned by
the presiding officer if a quorum is not present.
SECTION 3. The location of the Advisory Board meetings shall be at Atascadero City
Hall, Atascadero, California.
SECTION 4. Special meetings may be called by the Chairperson or by three (3) board
members, and notice thereof shall be provided in accordance with the Brown Act.
PASSED, APPROVED, AND ADOPTED at a regular meeting of the ATBID Advisory
Board, held on this __th day of _________, 2018 by the following vote:
AYES:
NOES:
ABSENT:
ATTEST:
_____________________________
Amanda Diefenderfer,
Destination Management Consultant
Atascadero Tourism Business
Improvement District Advisory Board
______________________________
Deana Alexander, Chairperson
B-4ITEM NUMBER:
DATE: ATTACHMENT:10/17/18
1
Page 29 of 36
ITEM NUMBER: B-5
DATE: 10/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file September Marketing Statistics Report.
DISCUSSION:
Based on the production of the new creative, the month of September had no paid
advertising, causing less traffic to the website. The e-newsletter open rate continues to be
higher than the industry standard. Efforts continue for meaningful engagement with
followers and connecting with ideal travelers.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.September Statistics Summary
Page 30 of 36
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
SEPTEMBER STAT SUMMARY
ATASCADERO TBID
October 1, 2018
WEB ANALYTICS (2018 vs. 2017)
WEBSITE TRAFFIC
Page Views:
8,750 v. 14,398
New Visitors:
3,262 (85.5% of visitors)
Total Sessions:
4,100 v. 8,785
Mobile Views: 3,033
Desktop Views: 1,329
PPV (Page Per Visit):
2.13
TOS (Time on Site):
1:15
ACQUISITION
Organic: 1,732 v. 1,277
Direct: 1,155 v. 3,258
Referral: 319 v. 723
Social: 270 v. 1,997
PAGE VIEWS
Homepage: 1,873
Events: 1,424
Things to do: 1,083
Eat: 822
GEOGRAPHIC REFERRALS
Atascadero: 564
San Francisco: 368
Los Angeles: 358
Paso Robles: 267
San Luis Obispo: 141
TOP REFERRING URLS
Facebook: 260
Templetonoktoberfest.com: 41
Google/Yahoo: 30
Centralcoast-tourism.com: 26
Socal.com: 19
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,049
Impressions: 35,439
Organic: 12,777
Paid: 20,561
Reach: 28,420
Engagements: 1,175
Top Post: First day of Fall – fall leaves user photo
Reach: 3,274
Main audience: Women over 35, living in SLO County
and Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,286
New Followers: 63
Likes received: 866
Comments received: 10
Main audience: Women under 35, new audience
Twitter Followers: 219
Reach: 6,492
Engagements: 11
Main audience: Reporters and Destinations
B-5ITEM NUMBER:
DATE: ATTACHMENT:10/17/18
1
Page 31 of 36
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The September e-newsletter went out on Saturday, September 1st. A slightly altered version was
sent to un-opens on Tuesday, September 4th. The theme for September was “Fall As it Used to Be,”
featuring wineries and cideries offering live music, hiking trails, golf courses, and the Cornhole
Tournament. It finished off with a link to the Visit Atascadero Lodging page to book a stay for Fall.
First delivery:
•3,714 Recipients
•9.3% Open Rate
•1.6% Click Through Rate
Second delivery to Un-opens:
•3,385 Recipients
•6.2% Open Rate
•0.9% Click Through Rate
Totals for Campaign:
•15.5% Open Rate (9.7% average open rate for our subscriber list based on last 12 months)
•2.5% 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 production of the new creative, the month of September had no paid advertising. Some
boosted Facebook posts did run for the month, and the results are as follows:
FACEBOOK
Total Impressions: 20,589 Total Clicks: 819 CTR: 3.98%
B-5ITEM NUMBER:
DATE: ATTACHMENT:10/17/18
1
Page 32 of 36
ITEM NUMBER: B-6
DATE: 10/17/18
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file August Budget Report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of August 31, 2018.
The expense for new photography assets of $2,567 can be found under GL 2301.
Upon review of this month’s budget all other expenses are in line with expected
expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 33 of 36
GL #Notes
REVENUE PROJECTIONS July August
1100 2% BID Revenue July 2018 - June 2019 266,480.00$
Awaiting figures from City
finance department. Current
figures are based on
previous year
1200 Estimated Fund Balance from 2017/2018 $3,518.00 250,820.00$
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 Notes
2100 Admin 42,110.00$
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$ 650.00$ 1,400$ 9,000.00$
2106 Verdin 1,873$ 1,353.20$ 3,226$ 18,500.00$
2200 ATBID Management 22,250.00$
*This is a new
category.
Previously,
contracting firm
fees which was
budgeted at
$54,000 for
17/18 FY.
2201 Board Management & Coordination 950$ $700 1,650$ 10,250.00$
2202 Financial Management 600$ 300.00$ 900$ 8,000.00$
2203 Strategy 200$ 200.00$ 400$ 4,000.00$
2300 Visual Assets and Branding 56,000.00$
2301 Photography & Video $2,567.22 2,567$ 4,000.00$
2302 Creative Services - Verdin Scope 3,451$ 5,720.75$ 9,172$ 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 60.00$ 60$ 3,750.00$
2402 Social Media contest hard costs 1,000.00$
2403 Social Media/Contest Management 2,388$ 1,086.28$ 3,475$ 18,600.00$
2404 E-Newsletter 999$ 805.00$ 1,804$ 9,800.00$
2500 Advertising 124,150.00$
2501 Planned Media Buys 203$ 181.50$ 385$ 75,000.00$
2502 Reactive Advertising & Co-Ops 1,648$ 1,648$ 43,150.00$
2503 Verdin Media Retainer 520$ 497.10$ 1,017$ 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 1,194$ 1,746.78$ 2,940$ 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$ 650.00$ 900$ 6,000.00$
TOTAL EXPENSES 30,451$ 16,517.83$ 46,969$ 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
B-6ITEM NUMBER:
DATE: ATTACHMENT:10/17/18
1
Page 34 of 36
10/8/18
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 08/31/18 2018-2019
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 261,250$ 3,518$ 266,480$
46110.0000 Investment Earnings 2,068 5,458 724 - 3,810 - 2,560
Total Revenue 164,104 246,536 268,231 275,295 265,060 3,518 269,040
EXPENSES
6050000 Office Expense - 5,164 - - 5,000 - 5,000
6070000 Advertising 3,450 86,914 91,005 144,521 95,000 35,422 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 26,122 275,000
6600000 Professional Development - - 425 425 - 425 -
6740000 Business Development - 5,000 - 3,000 - - -
6900000 Administration 1,620 2,411 2,675 2,753 2,610 35 2,660
Total Expenses 31,243 206,020 232,639 323,636 379,610 62,004 379,660
NET INCOME/(LOSS)132,861 40,516 35,592 (48,341) (114,550) (58,486) (110,620)
BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 365,441 365,370 317,099 250,820
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 365,441$ 317,099$ 250,820$ 258,614$ 140,200$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-6ITEM NUMBER:
DATE: ATTACHMENT:10/17/18
2
Page 35 of 36
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-6ITEM NUMBER:
DATE: ATTACHMENT:10/17/18
3
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