HomeMy WebLinkAboutTBID_2019-02-20_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, February 20, 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
Vice Chairperson 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 – January 16, 2019
•Recommendation: Approve the Draft Action Minutes of January 16, 2019. [Big
Red Marketing]
B.BUSINESS ITEMS
1.Wine Speak Recap Presentation
•Recommendations:
1.Receive and file event recap on 2019 Wine Speak event. [Wine Speak Paso
Robles]
2.Approve sponsorship of 2020 Wine Speak event. [Wine Speak Paso Robles]
•Fiscal Impact (GL 2802): $15,000
2.Central Coast Craft Beer Fest Event Update Presentation
•Recommendation: Receive and file event planning progress presentation on the
2019 Central Coast Craft Beer Fest. [Central Coast Brewers Guild]
•Fiscal Impact (GL 2802): None.
3.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
4.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, January 16, 2019 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, 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
Chelsea Modlin, 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 with the modification to move item
B-5 to just under item B-2.
Motion passed 3:0 by a roll call vote.
PUBLIC COMMENT: None.
A. CONSENT CALENDAR
1.ATBID Draft Action Minutes – October 17, 2018
•Recommendation: Approve the Draft Action Minutes of October 17, 2018. [Big
Red Marketing]
MOTION: By Board Member Dawson and seconded by Board Member
O’Malley to approve the consent calendar.
Motion passed 3:0 by a roll call vote.
B. BUSINESS ITEMS
1.Election of Vice Chairperson for the Atascadero Tourism Business
Improvement District (ATBID) Advisory Board
A-1ITEM NUMBER:
DATE: 2/20/19
Page 4 of 36
•Recommendation: ATBID Board to elect one member to serve as Vice
Chairperson for the ATBID Advisory Board. [Big Red Marketing]
•Fiscal Impact: None.
Chairperson Alexander moved to select a Vice Chairperson. Destination Management
Consultant Ottman directed that a Board Member needs to nominate a candidate.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to elect Board Member Dawson to serve as Vice
Chairperson for the ATBID Advisory Board.
Motion passed 3:0 by a roll call vote.
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.
Destination Management Consultant Ottman shared that a community member is interested
in filling the seat and has requested nomination meeting date be reschedule to a sooner
date. Ottman recommended that the date remains at the end of the fiscal year. Deputy City
Manager Banish shared that the resolution is specific to have a meeting and send a notice
by April 30.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to approve ATBID Board nomination meeting to occur
at the end of the current fiscal year with the addition that staff will
consider additional recruiting ideas.
Motion passed 3:0 by a roll call vote.
3.Media Proposal for 2019
•Recommendation: Receive and file 2019 Media Proposal. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Modlin presented the media proposal (Exhibit A) and shared that the
recommendation is different than the board packet. Staff answered questions from the
Board.
PUBLIC COMMENT: Amanda Diefenderfer
The 2019 Media Proposal was received and filed by the Board.
4.Atascadero Destination Strategy
•Recommendation: Discuss and provide staff direction on an overall destination
strategy. [Big Red Marketing]
•Fiscal Impact: None.
A-1ITEM NUMBER:
DATE: 2/20/19
Page 5 of 36
Destination Management Consultant Ottman presented information from the meeting with
Visit SLO CAL. Ottman shared the destination strategy pieces with the Board. Deputy City
Manager Banish provided additional information and input. Public member Jessica Sohi
asked if the strategic plan would be discussed with the council to be sure they are caught
up on the direction with ATBID. Public member Akers shared that the efforts of the strategic
plan will align with the goals of the community. O’Malley recommended inviting the new
Mayor to an ATBID meeting to show the aligning of destination strategic planning and the
council’s goals.
PUBLIC COMMENT: Jessica Sohi and Ashlee Akers
The Destination Strategy was discussed and input
was provided by the Board.
5.IPW DMO Co-op
•Recommendation: Approve IPW DMO Co-op with Visit SLO CAL. [Verdin]
•Fiscal Impact: $10,000 (GL 2502).
Destination Management Consultant Ottman presented the IPW Co-op opportunity and
explained Visit Atascadero’s current involvement. Staff recommended not utilizing this
opportunity due to the lack of specific information and return on investment information.
Public members Ashlee Akers, Amanda Diefenderfer, and Jessica Sohi shared input,
information on the current strategy, and concerns for the value of the opportunity. Staff
answered general and budget questions for the Board.
PUBLIC COMMENT: Ashlee Akers, Amanda Diefenderfer and Jessica Sohi
MOTION: By Board Member O’Malley and seconded by Board Member
Dawson to decline the participation at the IPW DMO Co-op with
Visit SLO CAL.
Motion passed 3:0 by a roll call vote.
6.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Modlin presented the marketing statistics for the 2nd quarter (Exhibit
B)and the monthly marketing statistics. Board Member O’Malley temporarily left to answer
a phone call at 3:31 p.m., the meeting paused to maintain quorum, Board Member O’Malley
returned at 3:33 p.m. and the meeting resumed. Public member Akers shared her
experience at CalSAE and the Rack Card (Exhibit C).
Board Member O’Malley left the meeting at 3:42 pm.
PUBLIC COMMENT: None.
The Marking Statistics Report
was received and filed by the Board.
7.Monthly Budget Report
•Recommendation: Receive and file Budget Report. [Big Red Marketing]
A-1ITEM NUMBER:
DATE: 2/20/19
Page 6 of 36
•Fiscal Impact: None.
To meet quorum, this piece was put on hold for the next meeting.
PUBLIC COMMENT: N/A
The Budget Report
was postponed until the February meeting.
C.UPDATES – To meet quorum, this piece was postponed
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
Chairperson Alexander adjourned the meeting at 3:42 p.m.
MINUTES PREPARED BY:
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – Media Proposal
Exhibit B – 2nd Quarter Stat Summary
Exhibit C – Rack Card
APPROVED:
A-1ITEM NUMBER:
DATE: 2/20/19
Page 7 of 36
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.
A-1ITEM NUMBER:
DATE: 2/20/19
Page 8 of 36
ITEM NUMBER: B-1
DATE: 02/20/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Wine Speak Recap Presentation
RECOMMENDATIONS:
1.Receive and file event recap on 2019 Wine Speak event.
2. Approve sponsorship of 2020 Wine Speak event.
DISCUSSION:
At the February 24, 2018, ATBID Board Meeting, Amanda Wittstrom Higgins from the
Rossi Foundation presented a recap of the 2018 Wine Speak event. The Board
approved a $15,000 event sponsorship of the 2019 Wine Speak event at the April 18,
2018 Board meeting.
Wine Speak took place January 7 – 10, 2019, at multiple venues. The ATBID support of
$15,000 was utilized to help offset the marketing costs to bring visitors to Atascadero for
Wine Speak.
The third Wine Speak event is scheduled for 2020. The Pavilion on the Lake and City
Hall have been reserved and the City is looking to renew their co-sponsored
participation in this event.
FISCAL IMPACT (GL 2802):
$15,000
ATTACHMENTS:
1.Wine Speak Recap Presentation
Page 9 of 36
2019 WINE SPEAK PASO ROBLES
RECAP REPORT
JANUARY 7-10TH, 2019 | ATASCADERO, CA
EVENT VIDEOS
Watch Video
Watch Video
B-1ITEM NUMBER:
DATE: ATTACHMENT:02/20/19
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Page 10 of 36
IMPACT OVERVIEW
•9 wineries visited (3 unique tech tours)
•36 Paso Robles wineries featured at
the Grand Tasting alone
•45 total Paso Robles wineries were
highlighted throughout the event
•25+ local food vendors
•13 unique events held in the Paso AVA
•98% event sell-out rate
•28 winemakers attended our inaugural
Vit-Tech Tasting & Workshop
•10 Scholarship Recipients
GENERAL STATS
EVENT OVERVIEW
Wine Speak attracted the highest caliber attendees and key influencers within
the wine industry.
ATTENDANCE STATS
•804 Attendees checked in
•47% of these attendees
were from out of the
area
•On average, attendees
participated in 3 of the 4
days
•Attendees stayed an
average of 3 nights
B-1ITEM NUMBER:
DATE: ATTACHMENT:02/20/19
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Page 11 of 36
EVENT OVERVIEW •We had attendees from Australia, Texas, Arizona, New
York, Florida, Washington, Massachusetts, Georgia,
Maryland, Illinois, Hawaii and all over the state of
Califonria
EVENT OVERVIEW
•Sommeliers, media, and consumers have inquired about attending the 2020 event
•Earned media highlights: The Tasting Panel, The SOMM Journal, The Krush Radio, Kjug
Radio, Wine Industry Advisor, Travel Paso, Paso Robles Daily News, Wine Business Blog,
and Guild Somm.
B-1ITEM NUMBER:
DATE: ATTACHMENT:02/20/19
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Page 12 of 36
EVENT OVERVIEW
36 PARTICIPATING WINERIES
GRAND TASTING 2019
PRE-EVENT PRINT MEDIA
“The Somm Journal”, February/March 2018, page 4
“The Somm Journal”, April/May 2018, page 22
“The Somm Journal”, October/November 2018, page 102-103
“Tasting Panel”, September 2018, page 74-75
“Tasting Panel”, October 2018, page 72-73
“Tasting Panel”, November 2018, page 70-71
B-1ITEM NUMBER:
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Page 13 of 36
SOCIAL MEDIA SAMPLING
TARGETED EMAIL CAMPAIGN
Our email campaigns were shared by
several of our key partners including:
And several
participating wineries
Our email campaigns reached an estimated list of approximately 30,000 people
B-1ITEM NUMBER:
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Page 14 of 36
TARGETED PRINT CAMPAIGNS
SPONSORSHIP EXPOSURE
•Sponsorship signage flanked every
entrance, panel, and tasting event.
•Power point played during every
seminar
•Several verbal mentions throughout
the event
B-1ITEM NUMBER:
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Page 15 of 36
IMAGE HIGHLIGHT: DAY 1
IMAGE HIGHLIGHTS: DAY 2
B-1ITEM NUMBER:
DATE: ATTACHMENT:02/20/19
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Page 16 of 36
IMAGE HIGHLIGHTS: DAY 3
IMAGE HIGHLIGHTS: DAY 4
B-1ITEM NUMBER:
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Page 17 of 36
DREAM BIG DARLING
PARTNERSHIP
8 DBD scholarship
recipients attended
from across the US
Attendees Included:
•Alissa Diaz (NY)
•Ariana Tsuchiya (HI)
•Wendy Rob (Anaheim, CA)
•Melissa McAvoy (FL)
•Alicia Cuadra-Cutler (Marina, CA)
•Maria Degrezia (Chino, CA)
•Holly La Porta-Jones (HI)
•Lily Hays (Tahoma, CA)Dream Big Darling lunch at the Carlton Hotel
featuring lead women from the Wine Industry
DREAM BIG DARLING TESTIMONIAL
“I definitely fell in love with Paso as a region! I think that it was very
important to have a mix of Paso Robles producers juxtaposed to
producers from outside the region. That was a neat element. I also
enjoyed the intimacy of being able to speak candidly with the
winemakers. I think the seminars and BYOB dinner were the perfect sizes
for curating conversation.”
-Ariana Tsuchiya, Sommelier, Alan Wongs Hawaii (Dream Big Darling
Scholarship recipient)
B-1ITEM NUMBER:
DATE: ATTACHMENT:02/20/19
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Page 18 of 36
GUILD SOMM
FOUNDATION
2 scholarship
recipients
•Danny Steiner (TX)
•Wednesday Nowak
(AZ)
Testimonials
“…The world's lesser known wine regions produce
amazing wines but it is up to us as sommeliers to seek
those examples out to share with our guests. Wine Speak
showed me that Paso Robles is full of great wine that has
a place on any wine list,”
-Danny Steiner, Guild Somm scholarship recipient
“…Coming back to Paso…really helped solidify and
strengthen my belief in the region as a world class wine
producer,”
-Wednesday Nowak, Guild Somm scholarship recipient
Arizona.
“Wine Speak is essential for anyone in the wine business or anyone who
wants a peek behind the scenes. Listening to the combined wealth of
knowledge of the professionals who share their stories gives great insight
to today’s relevant wine topics.
-Meridith May, Somm Journal & Tasting Panel
“As I’ve come to expect each year, Wine Speak delivered a richly
informative, honest, and engaging series of talks and experiences. This
year the offerings were amplified by pairing lunches, blending workshops,
and a highlight on important producers during the BYOB night. I’ll be back
again and again!”
- Matt Kettmann, Wine Enthusiast
WHAT PEOPLE ARE SAYING
B-1ITEM NUMBER:
DATE: ATTACHMENT:02/20/19
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Page 19 of 36
“Wine Speak in a short two years has become a Mecca for those looking for a
refreshing wine experience. The participants here truly “participate” in all the events.
The Paso Robles region is producing some of the most exciting wines in California.
This is a true wine community event.”
-Fred Dame, MS, Global Wine Ambassador DAOU Vineyard & Winery
“Just in its second year, Wine Speak elevates the dialogue among sommeliers,
educators, hospitality, sponsors, and the winegrowing and winemaking community to
lift the collaborative spirit. Thoughtfully curated to showcase the jewels of Paso
Robles and Atascadero, Wine Speak raises the acumen of participants regardless of
background or expertise to bring even more passion to their respective tables,
impacting the bottom line. The standing ovation for Amanda Wittstrom-Higgins after
her female leadership panel said it all.”
-Cynthia Lohr, trade and brand advocate, co-owner at J. Lohr Vineyards & Wines
WHAT PEOPLE ARE SAYING
"The Wine Speak Event 2019 was an incredible confluence of winegrowers,
winemakers, master sommeliers, and wine industry insiders interacting with wine
professionals in an intimate, inclusive environment which highlighted education,
tasting, and fun."
-Peter Neptune, MS, Neptune School of Wine
WHAT PEOPLE ARE SAYING
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Page 20 of 36
•Breakdown of Radio Coverage by AmericanGeneral Media
•Wine Speak 2019 Survey Results including
•Attendees
•Speakers and Special Guests
•Sponsors
•Participating Wineries
PROVIDED AS HANDOUT:
WINE SPEAK 2020
B-1ITEM NUMBER:
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Page 21 of 36
THANK YOU FOR ALL YOUR SUPPORT
B-1ITEM NUMBER:
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Page 22 of 36
ITEM NUMBER: B-2
DATE: 02/20/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Craft Beer Fest Event Update Presentation
RECOMMENDATION:
Receive and file event planning progress presentation on the 2019 Central Coast Craft
Beer Fest.
DISCUSSION:
At the August 16, 2017, ATBID Board Meeting the Central Coast Brewers Consortium
presented a sponsorship request for the 2018 and 2019 Central Coast Craft Beer Fest.
Following the presentation, the Board moved to approve a $7,500 sponsorship of the
2018 Central Coast Craft Beer Fest and a $5,000 sponsorship of the 2019 Central
Coast Craft Beer Fest.
The Central Coast Craft Beer Fest planning presentation will provide an update of the
event.
FISCAL IMPACT:
None. Committed to $5,000 sponsorship at August 16, 2017, ATBID Board Meeting for
the 2019 Central Coast Craft Beer Fest.
ATTACHMENTS:
1.Central Coast Craft Beer Fest Event Update Presentation
Page 23 of 36
2/11/19
1
Central Coast Craft Beer Festival
Event Support and Partnership
Prepared for
Atascadero Tourism Board
Improvement District
February 6, 2019
by Central Coast Brewers
Consortium
Andres Nuño –Event Organizer
andres@surfbeerfest.com
(805) 448-7070
Saturday, March 30th, 2019 • 12-4 p.m.
Central
Coast
Brewers
Consortium
MISSION
Increase awareness by educating consumers about the California Central Coast’s influence on local craft beer and breweries
About
Current Membership
51 Breweries
61 locations
• Established 2013
•Brewery Members from
Monterey,
San Luis Obispo,
Santa Barbara, and
Ventura Counties 2
B-2ITEM NUMBER:
DATE: ATTACHMENT:02/20/19
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Page 24 of 36
2/11/19
2
Central Coast Beer Week
March 24th –March 31st, 2019
VIP Brewer’s Reception
Atascadero City Hall • Friday, March 29th, 6 -8 pm
Includes every brewery joining us at the Festival
Central Coast Craft Beer Festival
at the Famous Sunken Gardens
Saturday, March 30th • 12 –4 p.m.
• 40+ Member Breweries
• 8 Invited Guest Breweries
• 3 Cideries • 5 Wineries
• Live Entertainment, Food Vendors, Lawn Games
Local Arts and Craft Vendors
3
Sold Out in 2018!
4
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Page 25 of 36
2/11/19
3
Central Coast Craft Beer Festival
Ticket Summary
5
2018 Summary (SOLD OUT)
VIP Tickets: 156 • General Admission Tickets: 1,026 • DD Tickets: 19
Great turnout for our first year and proved that the City of Atascadero
is a great location for the Central Coast Craft Beer Festival!
2019 Goals
VIP Tickets: 600
General Admission: 1,400
DD Tickets: 30
We already have sold half the amount of tickets that we did last year
as of 2/1/19. We are projected to sellout out again this year at a
higher number of tickets available. This will again bring more visitors
from outside the area to Atascadero.
Budget Summary
6
Expected Budget 2019 -$50,000
Security - $1,700
Fencing / Restrooms / Handsinks - $4,000
Tenting / Tables / Chairs - $3,500
Janitorial Service -$400
Stage / Sound / Generator - $3,500
Live Entertainment - $1,500
Glassware - $3,500
Ice - $2,000
Marketing – $5,000
Permits -$50
Photographer / Videographer - $1,500
VIP Brewer’s Party - $2,000
Event Management - $7,000
Staffing - $1,700
Charitable Donation -$500
Merchandise - $1,000
Insurance -$750
Radios -$350
Beer - $8,000
Misc. - $2,000
Estimated Revenue 2019
VIP Tickets - $30,000
GA Tickets - $50,000
Designated Driver Tickets -$500
Vendor Fees
Arts and Crafts - $2,000
Merchandise Sales -$500
Sponsorships - $5,000
Estimated Profit: $35,000
B-2ITEM NUMBER:
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2/11/19
4
Atascadero Tourism Board
Improvement District (ATBID)
Approved Support
• $5,000 for marketing and Brewer’s Reception
• Cross marketing online/social media
With the support of the ATBID,
CCBC will be able to do the following
• Promote the Visit Atascadero mission by bringing 2,000+ guests
into the city for the festival, approximately 35% from outside ofSan Luis Obispo County
• Our VIP Brewer’s Reception on Friday, March 29
th will encourage
brewery staff members to spend Friday evening in
Atascadero leading to potential overnight stays.
(75% of participating breweries are outside SLO County,
and 65% are located over 2 hours away.)
7
Strategic
Partnerships
Marketing
• Social Media targeting S.F. to S.D.
• Local Radio and Print Marketing
-Presenting Sponsor is
Atascadero News and Paso Robles Press
- Includes KJUG Radio, Krush Radio, Santa Maria Sun,
New Times
-Coasters and Flyers distributed at breweries
Hotel Packages and Discounted Rates
• Holiday Inn Express VIP Ticket Package
-Includes 2 night stay and 2 VIP Tickets and Stage Sponsorship
• SpringHill Suites Discounted Rates
-Includes $199 Discounted Rate and Wristband Sponsorship
• Carlton Hotel Discounted Rates
NEW Bus Transportation Option
Jump on the Brew Bus and Hop on Beer Tours
Providing bus transportation to and from the event
Pickups in Santa Barbara, Goleta, Buellton,
Santa Maria, San Luis Obispo and Paso Robles.
B-2ITEM NUMBER:
DATE: ATTACHMENT:02/20/19
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Page 27 of 36
2/11/19
5
Atascadero
Tourism Board
Improvement
District (ATBID)
• With a late March event, Daylight
Savings will have begun and visitors
will have more daylight to explore
local attractions and merchants before
and after the event.
• Support from the ATBID created a
solid, professional event for our
inaugural year. This event has already
proven to grow in year two and we
will continue to increase guests and
overnight stays.
9
Questions?
10
B-2ITEM NUMBER:
DATE: ATTACHMENT:02/20/19
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Page 28 of 36
ITEM NUMBER: B-3
DATE: 2/20/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file Marketing Statistics Report.
DISCUSSION:
Website traffic for January is up immensely from 2018 to 2017. Our budget for 2018 was
about three times the amount in 2017, which is reflected in the number of page views. Total
number of sessions is up more than 400% from last year, meaning visitors are spending
more time on the website, as well as returning to the website multiple times. Website
acquisition from social media also increased largely. For advertising, based on the closest
month of spending (Nov 2018), video views were up 87% and impressions were up 194%.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.January Statistics Summary
Page 29 of 36
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
JANUARY STAT SUMMARY
ATASCADERO TBID
February 7, 2019
WEB ANALYTICS (2018 vs. 2017)
WEBSITE TRAFFIC
Page Views:
31,878 v. 10,017
New Visitors:
17,916 (85.7% of visitors)
Total Sessions:
22,014 v. 4,640
Mobile Views: 16,144
Desktop Views: 2,742
PPV (Page Per Visit):
1.45 (- 33%)
TOS (Time on Site):
0:37 (-47%)
ACQUISITION
Social: 6,400 v. 931
Direct: 6,342 v. 1,125
Organic: 4,823 v. 1,384
Referral: 1,453 v. 628
PAGE VIEWS
Events: 15,251
Things to do: 10,392
Homepage: 2,095
Eat: 1,709
Drink: 1,069
GEOGRAPHIC REFERRALS
Los Angeles: 4,109
San Francisco: 1,217
Atascadero: 1,082
Paso Robles: 811
San Luis Obispo: 696
TOP REFERRING URLS
Facebook: 5,667
Instagram: 621
KSBY: 365
Slocal.com: 311
Paso Robles Daily News: 53
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,133
Impressions: 482,393
Organic: 20,280
Paid: 449,393
Reach: 461,969
Engagements: 11,340
Top Post: Tamale Festival
Reach: 4,645
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,487
New Followers: 98
Likes received: 796
Comments received: 23
Main audience: Women under 44
Twitter Followers: 231
Reach: 3,453
Engagements: 4
Main audience: Reporters and Destinations
B-3ITEM NUMBER:
DATE: ATTACHMENT:2/20/19
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Page 30 of 36
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
Three video ads targeted the outdoor traveler, featuring horseback riding, Hummer tours and disc golf in
January. These ads ran on Facebook and Instagram, as well as programmatically. Additionally, comfort
seeker travelers were targeted with dance parties, small town charm and wine time videos. On January 1,
2019, Facebook made a move to optimize for landing page views over clicks. This means the optimization
process focuses on users who are actually interested in staying on and exploring a new website. Both sets of
results will be reported for a few months, but eventually click reporting will be removed. Monthly totals
going forward will include clicks from programmatic ads and landing page views for FB/IG combined.
Overall results for January were excellent. Based on the closest month of spending, (Nov. 2018) video views
were up 87% and impressions were up 194%.
FACEBOOK / INSTAGRAM
Outdoor Adventurer Videos:
Total Impressions: 302,805 Link Clicks: 4,537 Landing Page Views: 3,789
CTR: 2.02% Video Views at 100%: 11,687
Comfort Seeker Videos:
Total Impressions: 127,874 Link Clicks: 4,112 Landing Page Views: 3,353
CTR: 4.18% Video Views at 100%: 6,828
Facebook totals including posts:
Impressions: 449,381 Clicks: 8,716 Landing Page Views: 7,164
CTR: 2.76% Views to 100%: 18,515
PROGRAMMATIC ADVERTISING
Outdoor Adventurer Videos:
Total Impressions: 554,917 Clicks: 2,546 CTR: 0.46%
Video Views to 100%: 302,112
Comfort Seeker Videos:
Total Impressions: 556,102 Clicks: 2,505 CTR: 0.45%
Video Views to 100%: 301,015
New users added for retargeting possibilities in January: 10,162
TOTALS FOR JANUARY 2019
Impressions: 1,560,400 (+194%) Clicks: 8,404 CTR: 1.61%
Video Views to 100%: 621,642 (+87%)
B-3ITEM NUMBER:
DATE: ATTACHMENT:2/20/19
1
Page 31 of 36
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
The January e-newsletter went out on Friday, January 4th. A slightly altered version was sent to
un-opens on Tuesday, January 8th. January’s e-newsletter was foodie themed featuring
Restaurant Month, Tamale Festival, and a highlight of new restaurants around Downtown. It
finished with a CTA to plan their epic eatery adventure in Atascadero.
Totals for Campaign:
•17.1% 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
B-3ITEM NUMBER:
DATE: ATTACHMENT:2/20/19
1
Page 32 of 36
ITEM NUMBER: B-4
DATE: 2/20/19
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 December 31, 2018.
Verdin attended CalSAE in December, the $3,500.73 cost to attend can be found under
the Public Relations code 2603. The cost of advertising with Grape Encounters is
$818.18 and is being accounted for under the Reactive Advertising GL code 2502.
Upon review, all other expenses are in line with expected expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 33 of 36
GL #Notes
REVENUE PROJECTIONS July August September October November December
1100 2% BID Revenue July 2018 - June 2019 266,480.00$
Awaiting figures from City
finance department.
Current figures are based
on previous year
1200 Estimated Fund Balance from 2017/2018 $3,518.00 $81,756.00 $3,052.00 $7.00 $57,125.00 $145,458.00 250,820.00$
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$ 750.00$ 4,550$ 9,000.00$
2106 Verdin 1,873$ 1,353.20$ 2,024.10$ 1,646.10$ 1,345.47$ 1,143.60$ 9,385$ 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 $900 5,250$ 10,250.00$
2202 Financial Management 600$ 300.00$ 1,000.00$ 750.00$ 900.00$ 500.00$ 4,050$ 8,000.00$
2203 Strategy 200$ 200.00$ 450.00$ 250.00$ 350.00$ 200.00$ 1,650$ 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$ 1,462.74$ 18,038$ 30,000.00$
2303 Creative Services - Out of Scope 4,000.00$
2304 Promotional Items & Visit Atascadero Brochure 9,658.60$ 4,446.05$ 2,252.26$ 16,357$ 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$ 1,508.82$ 8,699$ 18,600.00$
2404 E-Newsletter 999$ 805.00$ 742.60$ 854.30$ 801.00$ 801.40$ 5,003$ 9,800.00$
2500 Advertising 124,150.00$
2501 Planned Media Buys 203$ 181.50$ 231.52$ 9,309.57$ 13,678.74$ 3,314.19$ 26,919$ 75,000.00$
2502 Reactive Advertising & Co-Ops 1,648$ 4,985.93$ 818.18$ 4,468.18$ 818.18$ 12,738$ 43,150.00$
2503 Verdin Media Retainer 520$ 497.10$ 1,058.40$ 579.40$ 528.80$ 323.70$ 3,507$ 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$ 3,500.73$ 7,049$ 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$ 15,000$ 50,000.00$
2803 Management of Event Sponorship 250$ 650.00$ 350.00$ 300.00$ 550.00$ 400.00$ 2,500$ 6,000.00$
TOTAL EXPENSES 30,451$ 16,517.83$ 26,293.05$ 21,352.36$ 32,556.94$ 17,875.62$ 145,047$ 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-4ITEM NUMBER:
DATE:
ATTACHMENT:
2/20/19
1
Page 34 of 36
2/11/19
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 12/31/18 2018-2019
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 261,250$ 145,458$ 266,480$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 3,810 - 2,560
Total Revenue 164,104 246,536 268,231 276,875 265,060 145,458 269,040
EXPENSES
6050000 Office Expense - 5,164 - - 5,000 - 5,000
6070000 Advertising 3,450 86,914 91,005 144,521 144,600 90,211 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 71,609 275,000
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 1,455 2,660
Total Expenses 31,243 206,020 232,639 323,636 379,610 163,700 379,660
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (114,550) (18,242) (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$ 300,438$ 140,200$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-4ITEM NUMBER:
DATE:
ATTACHMENT:
2/20/19
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$ 384,921.01$ 1,376,497.93$
Fiscal Year 2019 442,255.82$
B-4ITEM NUMBER:
DATE:
ATTACHMENT:
2/20/19
3
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