HomeMy WebLinkAboutTBID_2019-01-16_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, January 16, 2019 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 – October 17, 2018
•Recommendation: Approve the Draft Action Minutes of October 17, 2018. [Big
Red Marketing]
B. BUSINESS ITEMS
1.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.
2.ATBID Board Nomination Meeting
•Recommendation: Approve ATBID Board nomination meeting to occur at the end
of the current fiscal year. [Big Red Marketing]
•Fiscal Impact: None.
3.Media Proposal for 2019
•Recommendation: Receive and file 2019 Media Proposal. [Verdin]
•Fiscal Impact: None.
4.Atascadero Destination Strategy
•Recommendation: Discuss and provide staff direction on an overall destination
strategy. [Big Red Marketing]
•Fiscal Impact: None.
5.IPW DMO Co-op
•Recommendation: Approve IPW DMO Co-op with Visit SLO CAL. [Verdin]
•Fiscal Impact: $10,000 (GL 2502).
6.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
7.Monthly Budget Report
•Recommendation: Receive and file 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.
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, October 17, 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 2:30 p.m.
ROLL CALL:
Present: Board Member Dawson, Board Member O’Malley, Board Member Sohi,
and Chairperson Alexander.
Vacant: One vacant seat.
Absent: None.
Staff Present: Destination Management Consultant Angelica Ottman, Destination
Management Coordinator Hanna Meisinger, Marketing Consultant
Chelsea Modlin, and Deputy City Manager/Outreach Promotions Terrie
Banish.
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley 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 – September 19, 2018
•Recommendation: Approve the Draft Action Minutes of September 19, 2018. [Big
Red Marketing]
MOTION: By Board Member Sohi and seconded by Board Member Dawson
to approve the consent calendar.
Motion passed 4:0 by a roll call vote.
B. BUSINESS ITEMS
1.Z-Day Car Show Presentation to Request Event Sponsorship
A-1ITEM NUMBER:
DATE: 1/16/19
Page 4 of 32
•Recommendation: Receive and file Z-Day Car Show presentation. [SOCALZ]
•Fiscal Impact (GL 2802): $7,500 requested.
Tony Anaya with Z-Day Car Show presented the Z-Day Car Show request for event
sponsorship via phone conference line. The Board decided that there was not enough
tangible evidence for success of previous sponsorship and declined the recommendation.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Board Member Sohi
to decline the $7,500 Z-Day Car Show event sponsorship.
Motion passed 4:0 by a roll call vote.
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.
Central Coast Cider Association representative, Jessica Bohon, gave the presentation
(Exhibit A) to request sponsorship for the 2019 Central Coast Cider Festival event. The
Board shared concern and modified the motion to include staff to work with the vendors to
consider a second date option.
PUBLIC COMMENT: Jackie Meisinger, Jessica Sohi, Marci Collins, Amanda
Diefenderfer, Annie Weyhrich, and Ashlee Akers.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to approve the $15,000 2019 Central Coast Cider
Festival event sponsorship with the clause that staff work with
vendors to consider an alternative date.
Motion passed 4:0 by a roll call vote.
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.
Destination Management Consultant Ottman shared the opportunity to postpone the election
for the Atascadero Tourism Business Improvement District (ATBID) Advisory Board until the
board is full.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to postpone the Election for the Atascadero Tourism
Business Improvement District (ATBID) Advisory Board until the
board is full.
Motion passed 4:0 by a roll call vote.
A-1ITEM NUMBER:
DATE: 1/16/19
Page 5 of 32
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.
Deputy City Manager Banish explained this has been discussed, needed to be voted on,
and a draft resolution will need to be signed.
PUBLIC COMMENT: None.
MOTION: By Board Member Sohi and seconded by Board Member Dawson
to adopt the Draft Resolution establishing a revised Atascadero
Tourism Business Improvement District meeting schedule.
Motion passed 4:0 by a roll call vote.
5.Monthly Marketing Statistics Summary
•Recommendation: Receive and file September Marketing Statistics
Report. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Akers presented the new advertising videos and strategies. Marketing
Consultant Modlin presented the monthly marketing statistics summary. The Board
requested geo engagement in future presentations.
PUBLIC COMMENT: Jessica Sohi
The Monthly Marketing Statistics Summary
was received and filed by the Board.
6.Monthly Budget Report
•Recommendation: Receive and file August Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Ottman presented the budget report and answered
questions about host compliance. The Board expressed concern for numbers in the 2018
calendar year on the TOT report.
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 presented updates from the TMD
meeting and shared that he was only able to be present for half the meeting. Sohi
explained plans to increase Board size and shared renewals would be updated soon.
2.Visit SLO CAL Marketing Committee Update – Deputy City Manager Banish shared
the updates. Visit SLO CAL Marketing Committee Meeting Key Takeaways (Exhibit
A-1ITEM NUMBER:
DATE: 1/16/19
Page 6 of 32
B)were passed out to the Board. Marketing Consultant Akers offered to research
Savor San Diego numbers and return on investment.
Board Member Sohi left at 4:26pm and returned at 4:29pm.
3.Destination Management Update – Destination Management Consultant Ottman
shared an update on the Expedia policy and explained properties are displayed based
on quantities per city. Ottman shared an update on utilizing a community event to
announce event sponsorships. Public Member Jessica Sohi requested inclusion of
requirements on the event sponsorship applications and questioned if there will be
give-away swag at wine speak.
4.City Business Update – Deputy City Manager Banish shared updates in city business
and answered questions from the Board.
C. BOARD MEMBER COMMENTS:
Board Member O’Malley and Board Member Sohi are not able to be present for the
November meeting. Quorum is not met and November meeting will be cancelled.
E.ADJOURNMENT
Chairperson Alexander adjourned the meeting at 4:51 p.m.
MINUTES PREPARED BY:
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – 2019 Central Coast Cider Festival Presentation
Exhibit B – Visit SLO CAL Marketing Committee Meeting Key Takeaways
APPROVED:
A-1ITEM NUMBER:
DATE: 1/16/19
Page 7 of 32
ITEM NUMBER: B-1
DATE: 1/16/19
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 8 of 32
ITEM NUMBER: B-2
DATE: 1/16/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
ATBID Board Nomination Meeting
RECOMMENDATION:
Approve ATBID Board nomination meeting to occur at the end of the current fiscal year.
DISCUSSION:
The next ATBID nomination meeting is scheduled to occur in May, 2019. This timing
aligns with the beginning of the next fiscal year which allows lodging properties time to
find interested candidates. The last nomination meeting occurred on October 17, 2018
and no candidates applied to join the ATBID Board.
It is recommended that the next ATBID Board nomination meeting occur at the end of the
current fiscal year to garner the most interest possible.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 9 of 32
ITEM NUMBER: B-3
DATE: 1/16/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Media Proposal for 2019
RECOMMENDATION:
Receive and file 2019 Media Proposal.
DISCUSSION:
The 2019 Media Proposal provides information and detail pertinent to Verdin’s media
plan for the remainder of the fiscal year. The media proposal takes into account the
outcomes and results of July through December’s media plan and adjusts the second
half the year accordingly.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Media Proposal
2. Media Spending Plan
Page 10 of 32
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
MEDIA PROPOSAL
VISIT ATASCADERO
November 19, 2018
The following information pertains to the January through June 2019 media plan created for Visit Atascadero.
After a deep dive into the results of the July through December media plan, as well as last year’s media
schedule, we are continuing with the same strategies with a few variations:
•Overall the fall media plan, (July 1 – December 31) came in under budget. Both digital platforms started
late due to the creative assets. Budget that was not used has been moved into the 2019 media plan.
•The introduction of Verdin’s new in-house programmatic buying platform has dramatically increased
the success of the digital campaigns, along with adding many new opportunities. For 2019 we would
like to introduce retargeting campaigns, where users that have previously clicked on a video would get
a static digital ad promoting various upcoming Atascadero activities or events. Up to 15% of the
monthly programmatic budget could be dedicated to retargeting monthly. This will not affect the total
monthly budget.
•Based on new targeting and technology changes, large city populations can now be targeted
simultaneously each month. In the past, we have rotated locations. In 2019, we will be running the same
creative in San Francisco, LA suburbs, Bakersfield, Visalia and Fresno simultaneously. We will monitor
the results of these campaigns closely to optimize if performance declines.
•The bulk of the budget has been placed into the most desirable shoulder months of February –April.
January campaign will begin after travelers have recovered from the holidays, around 1/14. Conversely,
the May campaign will end just prior to Memorial Day.
B-3ITEM NUMBER:
DATE: ATTACHMENT:1/16/19
1
Page 11 of 32
Atascadero Spring 2019 Media Plan
Updated 12/27/18
Month Target Region Target Audience/Creative Total Spend
January $9,800
Facebook & Instagram Advertising
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $1,875
So. Cal, SF, Fresno, Visalia, Bakersfield Comfort Seeker $1,875
Boosted Posts $250
Programmatic Video/Display
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $2,900
So. Cal, SF, Fresno, Visalia, Bakersfield Comfort Seeker $2,900
February $12,850
Facebook & Instagram Advertising
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $2,000
So. Cal, SF, Fresno, Visalia, Bakersfield Comfort Seeker $2,000
Boosted Posts $250
Programmatic Video/Display
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $3,300
So. Cal, SF, Fresno, Visalia, Bakersfield Comfort Seeker $3,300
Sacramento Meeting Planners $2,000
March $12,850
Facebook & Instagram Advertising
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $1,660
So. Cal, SF, Fresno, Visalia, Bakersfield Millennial Moms $1,660
So. Cal, SF, Fresno, Visalia, Bakersfield Comfort Seeker $1,660
Boosted Posts $250
Programmatic Video/Display
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $2,540
So. Cal, SF, Fresno, Visalia, Bakersfield Millennial Moms $2,540
So. Cal, SF, Fresno, Visalia, Bakersfield Comfort Seeker $2,540
April $9,850
Facebook & Instagram Advertising
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $2,000
So. Cal, SF, Fresno, Visalia, Bakersfield Millennial Moms $2,000
Boosted Posts $250
Programmatic Video/Display
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $2,800
So. Cal, SF, Fresno, Visalia, Bakersfield Millennial Moms $2,800
May $2,904
Facebook & Instagram Advertising
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $500
So. Cal, SF, Fresno, Visalia, Bakersfield Millennial Moms $500
Boosted Posts $250
Programmatic Video/Display
So. Cal, SF, Fresno, Visalia, Bakersfield Outdoor Traveler $827
So. Cal, SF, Fresno, Visalia, Bakersfield Millennial Moms $827
Grand Total $48,254
B-3ITEM NUMBER:
DATE: ATTACHMENT:1/16/19
2
Page 12 of 32
ITEM NUMBER: B-4
DATE: 1/16/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Atascadero Destination Strategy
RECOMMENDATION:
Discuss and provide staff direction on an overall destination strategy.
DISCUSSION:
On October 15, 2018 Visit SLO CAL met with the ATBID’s destination management
consultants, marketing consultants and deputy City manager to discuss an overall
destination strategy for Atascadero. Visit Atascadero requested additional support from
Visit SLO CAL to help achieve lodging goals. In order to provide support to Visit
Atascadero, Visit SLO CAL requested a comprehensive destination strategy.
Following the October 15, 2018 meeting, ATBID’s destination management consultants,
marketing consultants and deputy City manager met to brainstorm and define a
destination strategy for Visit Atascadero. After considering Visit SLO CAL’s available
resources and tools for support, the following destination strategy was developed:
Increase occupancy in Atascadero, specifically recognizing a need for consistency in
mid-week, offseason stays.
The destination management firm has been conducting research with lodging partners
to asses and further develop this destination strategy. Most lodging partners agree that
July and August are peak months in terms of occupancy whereas January and February
are months lodging partners could use more support. Additionally, Friday and Saturdays
remain the strongest nights of the week. Occupancy continues to be a concern for
lodging properties.
Following Board discussion and input, this strategy will be refined and utilized in future
marketing efforts.
FISCAL IMPACT:
None.
Page 13 of 32
ITEM NUMBER: B-4
DATE: 1/16/19
ATTACHMENTS:
None.
Page 14 of 32
ITEM NUMBER: B-5
DATE: 1/16/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
IPW DMO Co-op
RECOMMENDATION:
Decline IPW DMO Co-op with Visit SLO CAL.
DISCUSSION:
Visit SLO CAL is participating in a 2019 IPW sponsorship with Visit California. Part of
this sponsorship includes an opportunity for local DMOs to participate in an immersive
branded experience. This would grant Visit Atascadero an opportunity to showcase a
local experience during a scheduled time slot. Additionally, Visit Atascadero would
receive inclusion in one of the pre/post FAMs.
This co-op opportunity would be in addition to the attendance of IPW to connect with
travel buyers to arrange potential, future visits to Atascadero.
FISCAL IMPACT:
$10,000
ATTACHMENTS:
1. Visit California 2019 IPW Sponsorship Opportunities
Page 15 of 32
2019 IPW Anaheim
California DMO Sponsorship Opportunities
Background
Visit California in a partnership with Visit Anaheim plans to roll out the red
carpet for our international trade and media partners from around the world
when U.S. Travel’s IPW returns to California for IPW Anaheim June 1-5, 2019. As
host state, Visit California is maximizing every opportunity to showcase the
Golden State in partnership with the statewide industry. In true California
fashion, we are dreaming big and aim to create a series of once-in-a-lifetime
experiences that will keep our guests California dreaming long after they’ve
returned home.
Sponsorship Packages
Three platforms offering enhanced visibility are available to California partners
through two sponsorship tiers:
1.“California Plaza” Activation: June 1-5, 2019
2.California Beach Party: Monday, June 3, 2019
3.Official Post-IPW FAM Tours: June 6-10, 2019
Gold Standard: $25,000 Investment
•Recognition as California sponsor on digital screens in California Plaza
•Minimum of (1) overnight stay on (1) official Post-IPW FAM itinerary
•4 invitations to California Beach Party
•Sponsor recognition at the California Beach Party
•Regional product/branded item in California Beach Party gift beach bag
•Hero feature on Visit California’s consumer website homepage during 1 day
of IPW
•1-day destination takeover of Visit California’s Instagram channel
•(1) tagged post on VCA social media channels
•Mention in a minimum of (2) press releases or trade newsletters dedicated to
promotion of IPW returning to California in all 14 of Visit California’s Tier 1
markets
Icon Status: $50,000 Investment
•Immersive branded experience or featured entertainment during either the
California Plaza Activation or California Beach Party
•8 invitations to California Beach Party
•Featured destination in California Beach Party Grand Prize giveaway
•Regional product/branded item and collateral in California Beach Party gift
beach bag
•Minimum of 1 overnight stay on one official Post-IPW FAM itinerary
•Guarenteed celebrity ambassador hosted activity/event in your destination
during FAM
B-5ITEM NUMBER:
DATE: ATTACHMENT:1/16/19
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•Hero feature on Visit California’s consumer website homepage during 1 day
of IPW.
•Featured destination in one of the daily lucky draw giveaways during the
California Plaza Activation
•1-day destination takeover of Visit California’s Instagram channel including
live feed on large screen within the Plaza during the show
•Recognition as sponsor in all Visit California press releases and trade
newsletters promoting IPW’s return to California in all 14 Tier 1 markets
ABOUT THE PLATFORMS
“California Plaza” Activation
June 1-5, 2019
Visit California aims to capitalize on the Anaheim Convention Center setting and
captive audience to create a wow-worthy immersive brand experience in the
central plaza that connects the host hotels to the convention center entrance.
This “California Plaza” will feature a series of activations each day during peak
traffic periods as well as branded engagement areas and info stations that
remain in place throughout the show. In addition to capturing traffic going into
the show each morning, each official day of programming—typically the Monday,
Tuesday and Wednesday—offers a 60-minute window at the conclusion of the
tradeshow appointments in the evening to provide entertainment.
For partners interested in sponsoring the entire day of the “California Plaza”
Activation, custom sponsorship package could be created.
California Beach Party
June 3, 2019
Beach communities of Orange County – Huntington Beach and Newport Beach -
Visit Anaheim and Visit California will host an epic invitation-only California
Beach Party on the free Monday night of IPW, when there is no official IPW
event. This exclusive, glam beach bash will take place on the sand in Huntington
Beach. We envision this event being sponsored by a collective of California beach
communities, enabling us to showcase the variety experiences on offer to our
visitors and the distinctive personalities of each region. Key international trade
and media contacts will be invited to join representatives from throughout
California for a night of exclusive entertainment, premium California cuisine and
libations and toes-in-the sand activities.
Post-IPW FAMS
June 6-10, 2019
Visit California has conceived of 10 different 3-night/4-day trip concepts
intended to inspire new itinerary development, spark surprising story ideas and
build buzz for the rich diversity of brag-worthy travel moments awaiting our
global visitors. To that end, a dash of star power will be sprinkled throughout
with cameo appearances from some California Dreamers and innovators. We’ll
also make a concerted effort to make the participants feel like VIPs and create a
slow pace so they can savor the moments and return home with a sense that they
B-5ITEM NUMBER:
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Page 17 of 32
were on a mini-vacation. The tentative itinerary themes and featured regions are
as follows:
(Itineraries will be modified based on secured sponsorships)
•SOCAL SOUL: Steep yourself in the delicious, invigorating sun-drenched
culture of Southern California. We’ll start with a stop in the Golden State’s
southernmost wine country, Temecula, and then head to San Diego County’s
idyllic 70-mile stretch of coastline for a refreshing and invigorating line-up of
culinary, retail and outdoor adventures. You’ll get to know San Diego’s
charming communities and buzzing neighborhoods, from Carlsbad, Solana
Beach and La Jolla to North Park, downtown and Coronado.
•DESERT TRIP: Revel in the dry heat, soak up the healing waters and marvel
at the dramatic landscapes of the eclectic desert region. We’ll start the trip
with a stay at the iconic, historic Mission Inn & Spa in Riverside and stop at
the state’s biggest luxury outlet shopping center en route to Greater Palm
Springs. In between hotel hopping and poolside chill out sessions, you’ll get
the inside scoop on Desert Modern architecture and see where Hollywood
talents of yesterday and today retreat. We’ll also take a tour of the vast
Joshua Tree National Park and check out the quirky Western movie set
village of Pioneertown, home to Pappy+Harriets, a venue beloved by
musicians and music fans alike.
•LA LA LAND: We’ll neighborhood hop through Los Angeles’ vibrant
patchwork of distinctive communities on this multi-cultural sampler of LA’s
rich culinary, arts and entertainment and trend-setting style scenes. Channel
your inner Angeleno as you sip and savor at some of the hottest tables in
town, experience vibrant cultural gems, capture photos in front of iconic
backdrops and edgy street art and root for the home team at a professional
sporting event. You’ll have ample time to shop and we’ll also make sure you
have the option to squeeze in a work out…or two!
•RIVIERA RETREAT: Discover why the rich and famous and creative types
having been making Ojai and Santa Barbara their go-to getaway destinations
for more than a century. We’ll start in Ojai, a tiny town surrounded by
towering mountains where the living is easy and good vibes abound. Then
we’ll head to The American Riviera to continue living the good life with estate
tours, sunset sails, wine tasting and shopping. The trip will end with a
country Western twist in the bucolic Santa Ynez Valley known for its
vineyards, horse ranches and the Danish town of Solvang.
•CENTRAL COASTING: Cruise up the coast on an epic road trip that will start
in the laid back surfer’s paradise of Ventura before winding up to San Luis
Obispo County to savor the SLO life where wineries, coastal beach towns and
ranches offer a perfect blend of old school, classic California. You’ll tour
Hearst Castle before driving the most iconic stretch of the Pacific Coast
Highway through Big Sur. And we’ll end in Monterey with an immersion in
beautiful Steinbeck Country.
B-5ITEM NUMBER:
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•MOUNTAIN HIGH: Experience California’s Eastern Sierra region, an epic
outdoor enthusiasts’ playground. In winter, this is the Golden State’s ski
country. Come summer, the slopes at Mammoth Mountain sometimes remain
open until the 4th of July depending on the snowfall. We’ll explore the natural
wonders of Mammoth Lakes, cruise by Mono Lake and walk through the
ghost town of Bodie before heading into Yosemite National Park. After seeing
the park’s icons, we’ll head to Lake Tahoe for more spectacular scenery and
outdoor adventuring.
•BAY AREA OR BUST: Get to know the Bay Area’s thriving urban centers,
from the innovation hub of Silicon Valley and the iconic city by the Bay to
buzzing Oakland and bohemian Berkeley. We’ll see where technology
innovators work their magic on a tech tour and explore San Francisco’s icons
from a variety of perspectives on land and sea. You’ll discover how Oakland
continues to transform into a culinary and artistic destination for Bay Area
makers. And you’ll experience Plus, Michelin-starred eateries will be on the
menu daily.
•NORCAL WINE DOWN: This one’s for the foodies and wine lovers. We’ll
start in America’s “Farm to Fork Capital” and California’s state capital,
Sacramento to tour the surrounding farms and wineries. The next stop will
be the legendary Napa Valley for more wine touring and tasting and long,
leisurely Michelin-starred meals. You’ll get to know the valley’s small towns
before moving into our final delicious destination, Sonoma County. We’ll
cleanse our palates with some craft beer tastings and make room for more
feasting on hikes through the redwoods, a bike tour through the vineyards
and walks along the rugged coastline.
•LOST COAST GLAMP OUT: Get off the grid and back to nature on California’s
Lost Coast on this guided luxury camping experience led by Four Points
Adventures. You won’t really be roughing it with Tepui Tent beds, gourmet
camp fare and other creature comforts. We’ll hike through towering redwood
forests, kayak for oysters, taste local wines and craft brews and star gaze as
we explore this remote and stunningly beautiful slice of the Northern
California coast. We’ll be accompanied by professional photographers who
will share tips and offer optional workshops on topics like night
photography. Note: Limited capacity to 8-10 people.
•SHASTA CASCADE: Discover the northeastern most corner of California on a
wonderful wilderness spectacular in the Shasta Cascade region. We’ll enter
the energetic vortex of Mount Shasta and see the otherworldly nature of
Lassen Volcanic National Park. You’ll get a taste of the house boating life on
Lake Shasta and cool off in the region’s many rivers and lakes. We’ll
commune with Mother Nature every step of the way, whether fishing, hiking,
horseback riding, rafting or kayaking. And you’ll have ample opportunity to
sample locally produced craft beers and wines.
B-5ITEM NUMBER:
DATE: ATTACHMENT:1/16/19
1
Page 19 of 32
ITEM NUMBER: B-6
DATE: 1/16/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file Marketing Statistics Report.
DISCUSSION:
Marketing Statistics Reports will be reviewed for the months of October, November and
December.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.October Statistics Summary
2.November Statistics Summary
3.December Statistics Summary
Page 20 of 32
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
OCTOBER STAT SUMMARY
ATASCADERO TBID
November 1, 2018
WEB ANALYTICS (2018 vs. 2017)
WEBSITE TRAFFIC
Website Views:
17,058 vs. 15,215
New Visitors:
10,454 vs. 7,545
PPV (Page Per Visit):
1.42
TOS (Time on Site):
1:09
ACQUISITION
Social: 6,837 v. 1,477
Organic: 1,814 v. 1,422
Direct: 1,630 v. 3,998
Referral: 320 v. 957
PAGE VIEWS
Central Coast Trail
Rides: 5,345
Events: 4,029
Homepage: 2,011
Things to Do: 597
GEOGRAPHIC REFERRALS
Los Angeles: 3,755
Atascadero: 544
Not set: 412
San Diego: 394
San Francisco: 352
TOP REFERRING URLS
Facebook: 6,701
Instagram: 91
Slocal.com: 57
centralcoast-tourism.com: 29
original-paintingsor.info:
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,075
Impressions: 395,339
Organic: 25,734
Paid: 365,796
Reach: 31,803
Engagements: 13,253
Top Post: Family Friendly Halloween
Reach: 2,219
Main audience: Women over 35, living in SLO County
and Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1305
New Followers: 19
Likes received: 702
Comments received: 10
Main audience: Women under 35, new audience
Twitter Followers: 189
Reach: 6,862
Engagements: 13
Main audience: Reporters and Destinations
B-6ITEM NUMBER:
DATE: ATTACHMENT:1/16/19
1
Page 21 of 32
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The October e-newsletter went out on Monday, October 1st and resent on October 4. The theme
was based around harvest and featured Paso Robles’ Harvest Wine Weekend, local pumpkin
patches, Colony Days, and various Halloween celebrations
3,69 Recipients
15.2% Open Rate (Industry Average is 15.7%)
1.4% Click Through Rate (Industry Average is 1.6%)
E-NEWSLETTER ANALYTICS
New digital advertising started in October. Three video ads targeted the outdoor traveler, featuring
horseback riding, Hummer tours and disc golf. Additionally, comfort seeker travelers were targeted with
dance parties, small town charm and wine time videos. Based on the media plan, both personas targeted a
different geographical location and had different corresponding budgets.
The overall performances of the videos were very good. The results are as follows:
DIGITAL PROGRAMMATIC VIDEOS
Outdoor Adventurer Videos:
Total Impressions: 125,514 Total Clicks: 447 CTR: .36% Video Views at 100%: 76,671
Comfort Seeker Videos:
Total Impressions: 38,444 Total Clicks: 109 CTR: .28% Video Views at 100%: 23,271
Programmatic Total Monthly: Impressions: 163,958 Clicks: 556 CTR: .34% Views to 100%: 99,994
6,573 new visitors were added for a potential retargeting campaign.
FACEBOOK
Outdoor Adventurer Videos:
Total Impressions: 227,032 Total Clicks: 8,027 CTR: 3.50% Video Views at 100%: 26,477
Comfort Seeker Videos:
Total Impressions: 125,332 Total Clicks: 4,628 CTR: 3.69% Video Views at 100%: 6,530
Facebook totals including posts:
Impressions: 365,784 Total clicks: 12,776 CTR: 3.49% Video Views at 100%: 33,176
OCTOBER TOTALS
Impressions: 529,742 Clicks: 13,333 CTR: 2.52% Views to 100%: 133,170
Page 22 of 32
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
NOVEMBER STAT SUMMARY
ATASCADERO TBID
December 6, 2018
WEB ANALYTICS (2018 vs. 2017)
WEBSITE TRAFFIC
Page Views:
20,254 v. 13,896
New Visitors:
10,537 (83% of visitors)
Total Sessions:
13,466 v. 8,145
Mobile Views: 9,550
Desktop Views: 1,962
PPV (Page Per Visit):
1.5 (- 11.8%)
TOS (Time on Site):
0:37 (-21.6%)
ACQUISITION
Social: 5,112 v. 1,224
Direct: 3,162 v. 3,625
Organic: 2,532 v. 1,393
Referral: 529 v. 875
PAGE VIEWS
Events: 8,253
Things to do: 7,358
Homepage: 2,031
Lodging: 203
GEOGRAPHIC REFERRALS
Los Angeles: 3,579
Atascadero: 838
San Francisco: 543
Paso Robles: 355
San Diego: 338
TOP REFERRING URLS
Facebook: 5,013
Slocal.com: 143
Instagram: 90
Google/Yelp/Yahoo: 56
Centralcoast-tourism.com: 51
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,093
Impressions: 377,966
Organic: 33,119
Paid: 337,458
Reach: 324,521
Engagements: 11,322
Top Post: Horse Riding - Atascadero thanksgiving
Reach: 2,963
Main audience: Women over 35, living in SLO County
and Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,360
New Followers: 55
Likes received: 876
Comments received: 9
Main audience: Women under 35
Twitter Followers: 224
Reach: 6,725
Engagements: 8
Main audience: Reporters and Destinations
B-6ITEM NUMBER:
DATE: ATTACHMENT:1/16/19
2
Page 23 of 32
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The new digital advertising that started in October continued in November. Three video ads targeted the
outdoor traveler, featuring horseback riding, Hummer tours and disc golf. Additionally, comfort seeker
travelers were targeted with dance parties, small town charm and wine time videos. Based on the media
plan, both personas targeted a different geographical location and had different corresponding budgets.
The overall performances of the videos were excellent, particularly since the total media budget for
November 32% lower than October. The results are as follows:
DIGITAL PROGRAMMATIC VIDEOS
Outdoor Adventurer Videos:
Total Impressions: 304,639 Total Clicks: 1,705 (+281%) CTR: .56% Video Views at 100%: 176,314
Comfort Seeker Videos:
Total Impressions: 200,967 Total Clicks: 939 (+761%) CTR: .28% Video Views at 100%: 119,667
Programmatic Total Monthly:
Impressions: 505,606 Clicks: 2,644 (+375%) CTR: .53% Views to 100%: 295,981 (+196%)
6,562 new visitors were added for a potential retargeting campaign. Dance Parties and Horseback riding
were the two top videos.
FACEBOOK
Outdoor Adventurer Videos:
Total Impressions: 209,465 Link Clicks: 6,006 CTR: 3.50% Video Views at 100%: 21,600
Comfort Seeker Videos:
Total Impressions: 115,170 Link Clicks: 3,722 CTR: 3.9% Video Views at 100%: 18,328
Facebook totals including posts:
Impressions: 337,455 Total clicks: 9,815 CTR: 3.69% Video Views at 100%: 39,928 (+20%)
OCTOBER TOTALS
Impressions: 529,742 Clicks: 12,459 CTR: 2.11% Views to 100%: 334,909 (+152%)
Page 24 of 32
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
The November e-newsletter went out on Thursday, November 1st. A slightly altered version was
sent to un-opens on Wednesday November 7th. November was holiday themed and featured
Farmers’ Market, Friendsgiving at Cass Wines, holiday shopping at the Holiday Boutique and
Downtown, as well as holiday events happening in Atascadero.
First delivery:
•3,699 Recipients
•9.0% Open Rate
•0.9% Click Through Rate
Second delivery to Un-opens:
•3,375 Recipients
•3.5% Open Rate
•0.3% Click Through Rate
Totals for Campaign:
•12.5% Open Rate (9.7% average open rate for our subscriber list based on last 12 months)
•1.2% 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 25 of 32
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
DECEMBER STAT SUMMARY
ATASCADERO TBID
January 3, 2019
WEB ANALYTICS (2018 vs. 2017)
WEBSITE TRAFFIC
Page Views:
8,819 v. 4,676
New Visitors:
7,823 (82% of visitors)
Total Sessions:
10,194 v. 5,553
Mobile Views: 7,193
Desktop Views: 1,662
PPV (Page Per Visit):
1.54 (- 18.4%)
TOS (Time on Site):
0:41 (-28.4%)
ACQUISITION
Social: 3,388 v. 818
Organic: 2,741 v. 1,687
Direct: 2,258 v. 1,978
Referral: 513 v. 229
PAGE VIEWS
Events: 6,685
Things to do: 4,482
Homepage: 1,686
Lodging: 461
GEOGRAPHIC REFERRALS
Los Angeles: 2,382
Atascadero: 776
San Francisco: 519
Paso Robles: 392
San Diego: 262
TOP REFERRING URLS
Facebook: 3,056
Instagram: 321
Slocal.com: 48
KSBY: 45
Google: 32
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,095
Impressions: 336,837
Organic: 20,153
Paid: 308,465
Reach: 148,174
Engagements: 7,765
Top Post: Downtown Atascadero merchants
Reach: 1,357
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,389
New Followers: 33
Likes received: 863
Comments received: 22
Main audience: Women under 35, new audience
Twitter Followers: 225
Reach: 6,941
Engagements: 8
Main audience: Reporters and Destinations
B-6ITEM NUMBER:
DATE: ATTACHMENT:1/16/19
3
Page 26 of 32
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The same digital advertising that started in October continued in December on Facebook alone. Three video
ads targeted the outdoor traveler, featuring horseback riding, Hummer tours and disc golf. Additionally,
comfort seeker travelers were targeted with dance parties, small town charm and wine time videos. Based
on the media plan, both personas targeted a different geographical location and had different corresponding
budgets. Per the media plan, December’s budget was less than one third of November’s, so month over
month comparisons have not been included. Facebook and Instagram users are still engaging with the video
messaging since the video views to 100% improved by 22%, even with the reduced monthly budget.
FACEBOOK / INSTAGRAM
Outdoor Adventurer Videos:
Total Impressions: 203,751 Link Clicks: 4,234 CTR: 2.54% Video Views at 100%: 11,974
Comfort Seeker Videos:
Total Impressions: 92,804 Link Clicks: 2,277 CTR: 2.87% Video Views at 100%: 36,575
Facebook totals including posts:
Impressions: 308,412 Clicks: 6,566 CTR: 2.69% Views to 100%: 48,549 (+22%)
Page 27 of 32
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
The December e-newsletter went out on Tuesday, December 4th. A slightly altered version was
sent to un-opens on Thursday, December 6th. December’s e-newsletter was holiday themed
featuring holiday events around Atascadero and neighboring towns, as well as local restaurants
that would be open for the holidays.
First delivery:
•3,704 Recipients
•10.4% Open Rate
•1.0% Click Through Rate
Second delivery to Un-opens:
•3,343 Recipients
•5.3% Open Rate
•0.3% Click Through Rate
Totals for Campaign:
•15.7% Open Rate (9.7% average open rate for our subscriber list based on last 12 months)
•1.3% 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 28 of 32
ITEM NUMBER: B-7
DATE: 1/16/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file Budget Report.
DISCUSSION:
The updated budget includes all expenses that have been processed by the City and
submitted to Big Red Marketing as of November 30, 2018.
The registration fee for IPW of $1,230 can be found under GL 2703, Trade Show. The
cost of advertising with Grape Encounters is $818.18 and is being accounted for under
the Reactive Advertising GL code 2502.
Upon review of the expenses for September, October and November, all other
expenses are in line with expected expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 29 of 32
GL #Notes
REVENUE PROJECTIONS July August September October November
1100 2% BID Revenue July 2018 - June 2019 266,480.00$
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$ 800.00$ 800.00$ 800.00$ 3,800$ 9,000.00$
2106 Verdin 1,873$ 1,353.20$ 2,024.10$ 1,646.10$ 1,345.47$ 8,242$ 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 $900 $900 $900 4,350$ 10,250.00$
2202 Financial Management 600$ 300.00$ 1,000.00$ 750.00$ 2,650$ 8,000.00$
2203 Strategy 200$ 200.00$ 450.00$ 250.00$ 350.00$ 1,450$ 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$ 2,136.60$ 3,995.11$ 1,271.75$ 16,576$ 30,000.00$
2303 Creative Services - Out of Scope 4,000.00$
2304 Promotional Items & Visit Atascadero Brochure 9,658.60$ 4,446.05$ 14,105$ 18,000.00$
2400 Digital Marketing 33,150.00$
2401 Website Updates 60.00$ 69.00$ 129$ 3,750.00$
2402 Social Media contest hard costs 1,000.00$
2403 Social Media/Contest Management 2,388$ 1,086.28$ 1,886.30$ 1,004.70$ 824.35$ 7,190$ 18,600.00$
2404 E-Newsletter 999$ 805.00$ 742.60$ 854.30$ 801.00$ 4,201$ 9,800.00$
2500 Advertising 124,150.00$
2501 Planned Media Buys 203$ 181.50$ 231.52$ 9,309.57$ 13,678.74$ 23,605$ 75,000.00$
2502 Reactive Advertising & Co-Ops 1,648$ 4,985.93$ 818.18$ 4,468.18$ 11,920$ 43,150.00$
2503 Verdin Media Retainer 520$ 497.10$ 1,058.40$ 579.40$ 528.80$ 2,655$ 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$ 145.00$ 462.60$ 3,548$ 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 1,230.00$ 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$ 550.00$ 15,550$ 50,000.00$
2803 Management of Event Sponorship 250$ 650.00$ 350.00$ 300.00$ 1,550$ 6,000.00$
TOTAL EXPENSES 30,451$ 16,517.83$ 26,293.05$ 21,352.36$ 31,656.94$ 126,271$ 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-7ITEM NUMBER:
DATE:
ATTACHMENT:
1/16/19
1
Page 30 of 32
1/7/19
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 11/30/18 2018-2019
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 261,250$ 88,333$ 266,480$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 3,810 - 2,560
Total Revenue 164,104 246,536 268,231 276,875 265,060 88,333 269,040
EXPENSES
6050000 Office Expense - 5,164 - - 5,000 - 5,000
6070000 Advertising 3,450 86,914 91,005 144,521 144,600 83,561 95,000
6400000 Operating Supplies - 1,217 120 - 2,000 - 2,000
6500000 Contract Services 26,173 105,314 138,414 172,938 221,770 60,384 275,000
6600000 Professional Development - - 425 425 430 425 -
6740000 Business Development - 5,000 - 3,000 3,000 - -
6900000 Administration 1,620 2,411 2,675 2,753 2,810 883 2,660
Total Expenses 31,243 206,020 232,639 323,636 379,610 145,253 379,660
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (114,550) (56,920) (110,620)
BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 365,441 365,370 318,679 250,820
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 365,441$ 318,679$ 250,820$ 261,760$ 140,200$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-7ITEM NUMBER:
DATE:
ATTACHMENT:
1/16/19
2
Page 31 of 32
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$ 384,921.01$ 1,376,497.93$
Fiscal Year 2019 442,255.82$
B-7ITEM NUMBER:
DATE:
ATTACHMENT:
1/16/19
3
Page 32 of 32