HomeMy WebLinkAboutTBID_2019-03-20_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, March 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 – February 20, 2019
•Recommendation: Approve the Draft Action Minutes of February 20, 2019. [Big
Red Marketing]
B. BUSINESS ITEMS
1.TOT Reporting Communication Plan Update
•Recommendations: Receive and file TOT reporting communication plan update.
[Big Red Marketing]
•Fiscal Impact (GL 2101): $8,000.00 plus appropriate CPI Index increases.
2.Tent City Marathon Update Presentation
•Recommendation: Receive and file event planning progress presentation on the
2019 Tent City Marathon. [Vitality Fitness]
•Fiscal Impact (GL 2802): None.
3.Central Coast Reserve at Atascadero Presentation
•Recommendation: Discuss and provide staff direction on potential sponsorship
of the 2019 Atascadero Wine Festival. [Atascadero Chamber of Commerce]
•Fiscal Impact (GL 2802): None.
4.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
5.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, February 20, 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 O’Malley, Board Member Sohi, Vice Chairperson
Dawson, 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 Sohi and seconded by Vice Chairperson
Dawson to approve the agenda with the note that item B-2 will be
presented before item B-1.
Motion passed 4:0 by a roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1. ATBID Draft Action Minutes – January 16, 2019
•Recommendation: Approve the Draft Action Minutes of January 16, 2019. [Big
Red Marketing]
MOTION: By Chairperson Alexander and seconded by Board Member
O’Malley to approve the consent calendar.
Motion passed 4:0 by a roll call vote.
B.BUSINESS ITEMS
1.Wine Speak Recap Presentation
•Recommendations:
A-1ITEM NUMBER:
DATE: 03/20/19
Page 4 of 28
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
Amanda Wittstrom-Higgins and Macey Cox presented the 2019 event recap and distributed
hard copies of the presentation (Exhibit B). They shared print campaigns that were used and
distributed in 2019 (Exhibit C) and the Hospitality Day brochure (Exhibit D). Wittstrom-
Higgins and Cox answered questions form the Board.
PUBLIC COMMENT: Jessica Sohi and Ashlee Akers.
The 2019 Wine Speak event recap
was received and filed by the Board.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to approve the $15,000 sponsorship of 2020 Wine Speak
Event.
Motion passed 4:0 by a roll call vote.
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.
Tony Grimes and Andres Nuño passed out the presentation hard copy (Exhibit A) and
presented the event planning progress. They answered questions about plans for rain and
additional event planning questions from the Board.
PUBLIC COMMENT: Ashlee Akers.
The 2019 Central Coast Craft Beer Fest event planning progress presentation
was received and filed by the Board.
3.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Modlin presented the monthly marketing statistics summary for
January 2019. Public Member Akers explained information about the CalSAE partnership
and the excitement around Atascadero as the 2nd largest event space in the county.
Marketing Consultant Modlin and Public Member Akers answered questions from the Board.
PUBLIC COMMENT: Ashlee Akers.
The Monthly Marketing Statistics Report
was received and filed by the Board.
4.Monthly Budget Report
•Recommendation: Receive and file Budget Report. [Big Red Marketing]
A-1ITEM NUMBER:
DATE: 03/20/19
Page 5 of 28
•Fiscal Impact: None.
Destination Management Consultant Ottman presented the monthly budget report.
Marketing Consultant Modlin offered to provide a report on media buy success with Grape
Encounters. The Board had no questions.
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 – Board Member Sohi was unable
to attend and does not have an update.
2.Visit SLO CAL Marketing Committee Update – Verdin – Akers and Deputy City
Manager Banish provided information from the Visit SLO CAL Marketing Committee.
3.Destination Management Update – Big Red Marketing – Destination Management
Consultant Ottman shared updates on IPW planning, Nomination Meeting outreach,
TOT update outreach, and the liaison program.
4. City Business Update – City Manager’s Office – Deputy City Manager Banish shared
updates from the City.
C. BOARD MEMBER COMMENTS: None.
E. ADJOURNMENT
Chairperson Alexander adjourned the meeting at 4:45 p.m.
MINUTES PREPARED BY:
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – Central Coast Craft Beer Fest Presentation
Exhibit B – Wine Speak 2019 Recap Presentation
Exhibit C – Wine Speak 2019 Print Campaigns
Exhibit D – Wine Speak 2019 Hospitality Day Brochure
APPROVED:
A-1ITEM NUMBER:
DATE: 03/20/19
Page 6 of 28
ITEM NUMBER: B-1
DATE: 03/20/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT
Staff Report
TOT Reporting Communication Plan Update
RECOMMENDATION:
Receive and file TOT reporting communication plan update.
DISCUSSION:
The Atascadero Tourism Business Improvement District Board voted on July 18, 2018 to
require TOT reporting and the ATBID Assessment reporting and payment on a monthly basis.
Requiring monthly TOT payment reporting will help measure the success of marketing
campaigns and respond more effectively to trends and concerns.
The Atascadero Tourism Business Improvement District Board will provide $2,000 for ongoing
administrative costs in addition to $8,000.00 plus appropriate CPI Index increases for the first
year to fund this initiative.
The Atascadero Tourism Business Improvement District Board has prepared proper
communications efforts to inform the current lodging partners of this required change in
protocol. The communication efforts are reflected below and in the timeline.
Communications Efforts:
Mailed letter (2)
eBlast (2)
Phone Call (5)
Feedback summary
Page 7 of 28
ITEM NUMBER: B-1
DATE: 03/20/19
TOT Update Communication Timeline
Date Action
March 4, 2019 TOT Letters mailed
March 11, 2019 TOT Announcements eBlast sent
March 18, 2019 Lodging Partner initial call
April 1, 2019 TOT second Letters mailed
April 8, 2019 Lodging Partner follow-up call
April 15, 2019 Lodging Partner follow-up call
April 22, 2019 TOT second Announcement eBlast sent
April 22, 2019 Lodging Partner follow-up call
April 29, 2019 Lodging Partner follow-up call
May 1, 2019 Deadline for Lodging Partner feedback
May 10, 2019 Report summary of feedback to the City
Page 8 of 28
B-2ITEM NUMBER:
DATE: 03/20/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Tent City Marathon Update Presentation
RECOMMENDATION:
Receive and file event planning progress presentation on the 2019 Tent City Marathon.
DISCUSSION:
At the May 16, 2018, ATBID Board Meeting, Victoria Hartt from Vitality Fitness
presented a sponsorship request for the 2019 Tent City Marathon. Following the
presentation, the Board moved to approve a $15,000 sponsorship of the 2019 Tent City
Marathon.
The Tent City Marathon planning presentation will provide an update of the event.
FISCAL IMPACT:
None. Committed to $15,000 sponsorship at May 16, 2018, ATBID Board Meeting for
the 2019 Tent City Marathon.
ATTACHMENTS:
1.Tent City Marathon Update Presentation
Page 9 of 28
TENTCATY
MARATHON
26.2 • 13.1 • lOK • SK
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
03/20/19
1
Page 10 of 28
Photos from the event B-2ITEM NUMBER:
DATE:
ATTACHMENT:
03/20/19
1
Page 11 of 28
Number of Participants
2018
943 participants 800-900 spectators
April, 7th 2019 Numbers So far
545
April, 7th 2019 Projections
Aprox 900 -1,000
With 800-900 spectators
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
03/20/19
1
Page 12 of 28
Breakdown of Participants
● 545 registrants
●500-900
Spectators
● Over 100
volunteers
●61% are from
California
●41% of the
total number of
participants
are from out of
the county
●3 people are
from out of the
country
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
03/20/19
1
Page 13 of 28
Advertising
The Visit Atascadero Logo is predominantly displayed on the race website as well
as a heading bar that will goes across the top of EVERY page of the website.
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
03/20/19
1
Page 14 of 28
Thank you for your time!
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
03/20/19
1
Page 15 of 28
ITEM NUMBER: B-3
DATE: 03/20/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Reserve at Atascadero Presentation
RECOMMENDATION:
Discuss and provide staff direction on potential sponsorship of the 2019 Atascadero
Wine Festival.
DISCUSSION:
The Atascadero Chamber of Commerce has rebranded the Atascadero Lakeside Wine
Festival to be called the Central Coast Reserve at Atascadero. The event begins with a
Friday Winemaker’s Dinner, followed by a Saturday morning event concluding with a
VIP reception and the grand tasting at the Pavilion on the Lake.
There are 1,500 guests expected to attend, with 20% from outside SLO County.
The Central Coast Reserve at Atascadero planning presentation will provide an
overview of the event.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.Central Cost Reserve at Atascadero Event Application
Page 16 of 28
CALIFORNIA
Event Support Application Form
Requesting Organization: )cl a ,S eacl.erti Gb llVYI �ffe' � C'.DM�I( (.L
Contact: \L(\ �t\ e. Bt� Phone Number: 8tlS: -�l_Ql_p -ZO L!i . . d MbeY. O('t\ _ n Email: kv:\b-:\if.@(Xt:a�ea eVl)c'oO. Mailing Address: (.pqo7 t,\ Ll\Miv'.\D ��,
City,State,Zip: Mu\_�C,acl,g\lD, CA, C\�L\27-v4
Name _of Event: C.J:vy\y-a_ I CJJ C\ � 'T Q, € s e V\I e at cA-\-ct� ca cl,e_ VO
Event Description: eem1a\ Co@ Q.ESG �6 is � 3-do.y e\/ek')t. Be�iv"\V\iv'lj �vi day
w,':tb ±'Af W\-MWVl\l.e(S bionev, �\\DweJ bi CA Sa-tu<d<A� lMt>('l\\i\� golf 1')\ACM'Nt'1o.r C,"'a\'l. Mouvrta,,Q oi/ W\1/\Q'� \AP \o :t'vw Su.V'.\Ylil C1a'idt{)�. *'flt \J.\.?. t2�6�
be ' \ \o . C:ifv\e f � ""' 5fo"' (l.t -M.w,'\"r\ fA.
Event Dates/Times: jlAn,e, 1.\ -23 ���d��r� ���e{�:� �d��n.d
Event Website: C,eV)1{a\co�&t '<esex\le . LD'M.
Total Anticipated Attendees: \5'>() Portion From Outside SLO County: i0 %
Is this the first year the event will take place? D Yes [9('No
If this event has taken place previously, please provide historical data including
-t_h
bas inocea sul � o lhtle-0dt\.U\l?l eve� i elt(
·10 a±teil MN:£-, yro p lo� Tu \&lo ( o '21m .
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2
B-3ITEM NUMBER:
DATE: ATTACHMENT:03/20/19
1
Page 17 of 28
How will the event be advertised? What resources will be used to advertise? What
geographic locations will be targeted? \Ne. W\ ll u-\-\\(1.e (). vai\ft� of tbo l\V)e\ s
(oc\v\di(\� GaJo..xy TheCl1Yes, vaYtaLl� p<\'O:\ed Med\UMS, @'Ce&ence,,a± btb.R-Y C\lfX\t� lN\1:YI pcmno:hona.\ i'tero �, @<tbS .1 ana lGS-t ty 0\
filn99 e. mp I') o.m o ri s oci aR w& l g ::Tu Mwe :licM s:a/..Q.s . .Ad.ve< t1s\<1i-
e: �rctt l , ITT \t ' f · co L.A.
•\,\J l'f\ Ov\.'( C\)lA(\'t'f . I I
Crowd Control Safety Plan:
r Will the event require an ABC Permit? l[E('ves □ No
Has a City permit been issued for your event or contracted the venue for your
event date? [9(Yes D No
Support Requested (desired monetary amount or in-kind marketing support): fu±e;{
pac�r. toe \ud �fi� &\flu:btH -n) ·hl)M, l\/ev:ds l!IOd Su.�fOCt \ {\ MMUt\(\� �tfu(i�.
Describe how the event supports Visit Atascadero's mission and goals: Uffiorl C,oMt Q.\JG6iZV6 b{lnr CJJw:IJ:i�'.5 ��� o.tt D�u -hi
,�¥.�tY'\ e,v'.\ oc ±h.o rt �-r � ::lliR cemiitl en a �i . Pa'<±\l:,l pa@ tAn l\ cix�<, e {\ CQ..
��; �cak<c du�� ��d �f ;n t���� :•h� o� ovt< p;;; :==w i!1: o,�= ===•=· =:�eL �� �£!1,e eJ 'Th�
\(\Srt ll�C(lc (D ' b I. ( �ddnt ' ()J :\lO ��(A('({\� loca.t , l\. s. VJ.<tll C\.S � peo MU\� "e-<rt s \ '('\ A-ta ca.M YO .What opportunities do you plan to offer that specifically promote lodging in
Atascadero? .Jb a 5-do..y ,�e:sW-1Clk, wQ li\CoLA<o.cy-a..-\te<1cl.u.s -ti:, 11-tv.� t�c.J
l1X!tl INl\\ fO?NotR hC)tf�S w� P°'(--\(\Q{ W\tV\ OY\ OJ( w,e}o&d-e
B-3ITEM NUMBER:
DATE:DAATTACHMENT:03/20/19
1
Page 18 of 28
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.
•Evenl 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/lodqinq) 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.
4
B-3ITEM NUMBER:
DATE:DAATTACHMENT:03/20/19
1
Page 19 of 28
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 Signatur�MeJ�
In case of questions or the need for clarification, please contact Destination
Management Consultant, Angelica Ottman at aott@bigredmktg.com.
5
B-3ITEM NUMBER:
DATE:DAATTACHMENT:03/20/19
1
Page 20 of 28
ITEM NUMBER: B-4
DATE: 3/20/19
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 continues to soar above the previous years. In addition to our outdoor
adventure and comfort seeker campaigns, we ran a meetings campaign directly
targeted in Sacramento as a follow up to CalSAE. This campaign proved to be very
successful with a click through rate of .53%.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.February Statistics Summary
Page 21 of 28
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
FEBRUARY STAT SUMMARY
ATASCADERO TBID
March 6, 2019
WEB ANALYTICS (2019 vs. 2018)
WEBSITE TRAFFIC
Page Views:
11,299 v. 2,942
New Visitors:
10,229 (84.7% of visitors)
Total Sessions:
12,673 v. 3,288
Mobile Views: 10,101
Desktop Views: 1,198
PPV (Page Per Visit):
1.48 (-29%)
TOS (Time on Site):
0:30 (-54%)
ACQUISITION
Direct: 4,843 v. 543
Social: 4,244 v. 1,142
Organic: 1,737 v. 1,058
Referral: 456 v. 230
PAGE VIEWS
Things to do: 7,290
Events: 5,250
Homepage: 1,741
Meetings: 1,485
Eat: 1,464
GEOGRAPHIC REFERRALS
Los Angeles: 2,453
Sacramento: 543
Atascadero: 417
San Diego: 325
Riverside: 288
TOP REFERRING URLS
Facebook: 3,815
Instagram: 408
Google: 51
Newtimesslo.com: 23
Charlespaddockzoo.org: 11
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,153
Impressions: 464,966
Organic: 17,694
Paid: 462,672
Reach: 464,528
Engagements: 11,340
Top Post: Hiking Trails
Reach: 3,245
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,567
New Followers: 46
Likes received: 454
Comments received: 12
Main audience: Women under 44
Twitter Followers: 232
Reach: 6,467
Engagements: 14
Main audience: Reporters and Destinations
B-4ITEM NUMBER:
DATE: ATTACHMENT:3/20/19
1
Page 22 of 28
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
February. These ads ran on Facebook, Instagram and programmatically. Comfort seeker travelers were
targeted with dance parties, small town charm and wine time videos. Additionally, a campaign targeting
meeting planners in Sacramento also ran programmatically in February. Overall the combined results for
February were excellent, and based on clicks up 45%. While at first glance it appears the programmatic
campaigns declined, this is only because we divided the same over all budget into three campaigns.
FACEBOOK / INSTAGRAM
Outdoor Adventurer Videos:
Total Impressions: 313,728 Total Clicks: 5,364 Landing Page Views: 3,145
CTR: 2.18% Video Views at 100%: 11,091
Comfort Seeker Videos:
Total Impressions: 134,548 Total Clicks: 4,694 Landing Page Views: 2,876
CTR: 4.82% Video Views at 100%: 5,364
Facebook totals including posts:
Total Impressions: 462,625 Total Clicks: 10,915 Landing Page Views: 6,059
CTR: 3.14% Video Views to 100%: 16,915
PROGRAMMATIC ADVERTISING
Outdoor Adventurer Videos:
Total Impressions: 476,300 Clicks: 2,401 CTR: 0.50% Video Views to 100%: 242,259
Comfort Seeker Videos:
Total Impressions: 476,330 Clicks: 2,243 CTR: 0.47% Video Views to 100%: 243,499
Meeting Planner Campaign:
Total Impressions: 276,523 Clicks: 1,470 CTR: 0.53% Video Views to 100%: 138,008
New users added for retargeting possibilities in February: 7,355
Programmatic totals for Feb:
Impressions 1,229,153 (+11%) Average CTR: 0.50% Clicks: 6,114 (+46%)
Views to 100%: 623,766 (+5%)
TOTALS FOR FEBRUARY 2019
Impressions: 1,691,778 (+19%) Clicks: 12,173 (+45%) CTR: 1.82% Views to 100%: 640,681 (+3%)
B-4ITEM NUMBER:
DATE: ATTACHMENT:3/20/19
1
Page 23 of 28
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
The February e-newsletter went out on Thursday, January 31st. A slightly altered version was sent
to un-opens on Wednesday, February 6th. February’s e-newsletter was love themed featuring the
Sweetheart Stroll, the Murder Mystery Valentine’s Dinner, Woo at the Zoo, a wedding venue
highlight section, and a save the date for the Spectacular Spring Wedding Expo. It finished with a
CTA to plan their stay in Atascadero.
Totals for Campaign:
•13.6% Open Rate
•1.4% Click Through Rate
GOAL: Increase average open rate and click through rate while keeping subscribers and
organically adding to the subscriber list.
E-NEWSLETTER ANALYTICS
B-4ITEM NUMBER:
DATE: ATTACHMENT:3/20/19
1
Page 24 of 28
ITEM NUMBER: B-5
DATE: 3/20/19
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 January 31, 2019.
The sponsorship of the 2019 Central Coast Cider Festival for $15,000 has been
accounted for and can be found under Event Sponsorship GL code 2802. The cost of
advertising with Grape Encounters is $818.18 and is being accounted for under the
Reactive Advertising GL code 2502.
Upon review, all other expenses are in line with expected expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 25 of 28
GL #Notes
REVENUE PROJECTIONS July August September October November December January
1100 2% BID Revenue July 2018 - June 2019 266,480.00$
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$ 750.00$ 5,300$ 9,000.00$
2106 Verdin 1,873$ 1,353.20$ 2,024.10$ 1,646.10$ 1,345.47$ 1,143.60$ 2,252.00$ 11,637$ 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 $950 6,200$ 10,250.00$
2202 Financial Management 600$ 300.00$ 1,000.00$ 750.00$ 900.00$ 500.00$ 1,000.00$ 5,050$ 8,000.00$
2203 Strategy 200$ 200.00$ 450.00$ 250.00$ 350.00$ 200.00$ 350.00$ 2,000$ 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$ 2,416.90$ 20,455$ 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$ 2,184.61$ 10,883$ 18,600.00$
2404 E-Newsletter 999$ 805.00$ 742.60$ 854.30$ 801.00$ 801.40$ 792.20$ 5,795$ 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$ 9,757.09$ 36,676$ 75,000.00$
2502 Reactive Advertising & Co-Ops 1,648$ 4,985.93$ 818.18$ 4,468.18$ 818.18$ 818.18$ 13,556$ 43,150.00$
2503 Verdin Media Retainer 520$ 497.10$ 1,058.40$ 579.40$ 528.80$ 323.70$ 298.40$ 3,806$ 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$ 1,803.19$ 8,852$ 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$ 15,000.00$ 15,000.00$ 45,000$ 50,000.00$
2803 Management of Event Sponorship 250$ 650.00$ 350.00$ 300.00$ 550.00$ 400.00$ 450.00$ 2,950$ 6,000.00$
TOTAL EXPENSES 30,451$ 16,517.83$ 41,293.05$ 21,352.36$ 32,556.94$ 17,875.62$ 38,822.57$ 198,869$ 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-5ITEM NUMBER:
DATE:
ATTACHMENT:
3/20/19
1
Page 26 of 28
3/11/19
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 01/31/19 2018-2019
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 261,250$ 149,336$ 266,480$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 3,810 - 2,560
Total Revenue 164,104 246,536 268,231 276,875 265,060 149,336 269,040
EXPENSES
6050000 Office Expense - 5,164 - - 5,000 - 5,000
6070000 Advertising 3,450 86,914 91,005 144,521 144,600 125,534 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 75,109 275,000
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 1,493 2,660
Total Expenses 31,243 206,020 232,639 323,636 379,610 202,561 379,660
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (114,550) (53,225) (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$ 265,454$ 140,200$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-5ITEM NUMBER:
DATE:
ATTACHMENT:
3/20/19
2
Page 27 of 28
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$ 304,459.95$
B-5ITEM NUMBER:
DATE:
ATTACHMENT:
3/20/19
3
Page 28 of 28