HomeMy WebLinkAboutTBID_2019-04-17_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, April 17, 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 – March 20, 2019
• Recommendation: Approve the Draft Action Minutes of March 20, 2019. [Big Red
Marketing]
2. Rescind Board Member Sohi Resignation
• Recommendation: Accept Board Member Sohi’s rescinded resignation. [Big Red
Marketing]
B. BUSINESS ITEMS
1. Central Coast Craft Beer Fest
• Recommendation: Receive and file event recap presentation on the 2019
Central Coast Beer Fest. [Central Coast Brewers Guild]
• Fiscal Impact: None.
2. Tent City Marathon Recap Presentation
• Recommendation: Receive and file presentation on the 2019 Tent City
Marathon. [Vitality Fitness]
• Fiscal Impact: None.
3. Review Change to TOT Payments
• Recommendation: Review TOT reporting feedback and provide staff direction on
TOT reporting and submission of payment monthly vs. quarterly. [Big Red
Marketing]
• Fiscal Impact: Up to $10,000 plus appropriate CPI index increases.
4. IPW Collateral
• Recommendation: Review 2018 IPW flyer and provide input. [Big Red
Marketing]
• Fiscal Impact: None.
5. Monthly Marketing Statistics Summary
• Recommendation: Receive and file Marketing Statistics Report. [Verdin]
• Fiscal Impact: None.
6. 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
a. City Council Meeting for TOT review on May 14th at 6pm
b. City Council Meeting to vote on TOT on May 28th at 6pm
4. City Business Update – City Manager’s Office
5. Short Term Rental 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, March 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 2:31 p.m.
ROLL CALL:
Present: Board Member O’Malley, Board Member Sohi, and Chairperson
Alexander.
Vacant: One vacant seat.
Absent: Vice Chairperson Dawson.
Staff Present: Destination Management Consultant Amanda Diefenderfer, 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
Motion passed 3:0 by a roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1. ATBID Draft Action Minutes – February 20, 2019
•Recommendation: Approve the Draft Action Minutes of February 20, 2019. [Big
Red Marketing]
MOTION: By Board Member Sohi and seconded by Chairperson Alexander
to approve the consent calendar.
Motion passed 3:0 by a roll call vote.
B.BUSINESS ITEMS
1.TOT Reporting Communication Plan Update
•Recommendations: Receive and file TOT reporting communication plan update.
[Big Red Marketing]
A-1ITEM NUMBER:
DATE: 04/17/19
Page 4 of 25
•Fiscal Impact (GL 2101): $8,000.00 plus appropriate CPI Index increases.
Destination Management Consultant Diefenderfer shared information on TOT reporting
communication outreach. Board Member O’Malley left the room at 2:35pm and returned at
2:36pm. Deputy City Manager Banish shared that May 14 is the set meeting for the manager
report for TOT moving forward and is the set public comment time frame.
PUBLIC COMMENT: None.
The TOT Reporting Communication Plan Update
was received and filed by the Board.
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.
Victoria Hartt shared updates on the Tent City Marathon and answered questions for the
Board. Hartt requested additional promotion from Visit Atascadero.
PUBLIC COMMENT: None.
The Tent City Marathon Update Presentation
was received and filed by the Board.
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.
Kristie Steele passed out Central Coast Reserve packets (Exhibit A). Madison Quiring and
Kristie Steele presented about the Central Coast Reserve and requested support through
in-kind marketing outreach. Quring and Steele answered questions from the Board and
received input.
PUBLIC COMMENT: Jessica Sohi.
The Central Coast Reserve at Atascadero Presentation
was discussed and direction was provided by the staff.
4.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Modlin presented the Monthly Marketing Statistics Summary and
answered questions from the Board. Chairperson Alexander introduced some public
members, Dave and Caroline from Expedia.
PUBLIC COMMENT: Dave and Caroline.
A-1ITEM NUMBER:
DATE: 04/17/19
Page 5 of 25
The Monthly Marketing Statistics Summary
was received and filed by the Board.
5.Monthly Budget Report
•Recommendation: Receive and file Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Diefenderfer shared the monthly budget updates and
answered questions from the Board.
PUBLIC COMMENT: None.
The Monthly Budget Report
was received and filed by the Board.
C. UPDATES
1.Visit SLO CAL TMD Update – Board Member Sohi – Board Member Sohi had no
updates. Deputy City Manager Banish passed out Visit SLO CAL Tourism Marketing
District Renewal Key Questions (Exhibit B). Banish also shared the 2019 Destination
Summit email blast (Exhibit C).
2.Visit SLO CAL Marketing Committee Update – Verdin – Deputy City Manager Banish
shared updates from the retreat.
3.Destination Management Update – Big Red Marketing – Destination Management
Consultant Diefenderfer shared updates on the Destination Management pieces,
including TOT reporting outreach, and interest from Vacation Rental representatives
for the upcoming open Board positions.
4. City Business Update – City Manager’s Office – Deputy City Manager Banish
provided updates from the City.
C. BOARD MEMBER COMMENTS:
None.
E. ADJOURNMENT
Chairperson Alexander adjourned the meeting at 4:32 p.m.
MINUTES PREPARED BY:
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – Central Coast Reserve Packet
Exhibit B – Visit SLO CAL Tourism Marketing District Renewal Key Questions
Exhibit C – 2019 Destination Summit email blast
Exhibit D – 2019 Calendar of Events
APPROVED:
A-1ITEM NUMBER:
DATE: 04/17/19
Page 6 of 25
ITEM NUMBER: A-2
DATE: 04/17/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Rescind Board Member Sohi Resignation
RECOMMENDATION:
Accept Board Member Sohi’s rescinded resignation.
DISCUSSION:
At the February 20, 2019, Board Meeting, Board Member Sohi notified the Board of his
resignation from the Board to begin on July 1, 2019.
Following the March 20, 2019 Board Meeting, Board Member Sohi withdrew his
resignation and plans to continue with his normal term ending on 6/30/2020.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.Board Member Sohi Letter
Page 7 of 25
rli■ -\TA
April 4, 2019
To Whom it May Concern:
On Feb. 20, 2019, I notified the board that I would be stepping down from the ATBID prior to term
expiration due to personal matters. Fortunately, my personal matters have been resolved and I will be
able to continue with my commitment with ATBID. Please accept my request to rescind my initial
request to step down from the ATBID.
Warm Regards,
;#[.
Amar Sohi
A-2ITEM NUMBER:
DATE:
ATTACHMENT:
04/17/19
1
Page 8 of 25
ITEM NUMBER: B-1
DATE: 04/17/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Craft Beer Fest Event Recap Presentation
RECOMMENDATION:
Receive and file event recap presentation on the 2019 Central Coast Craft Beer Fest.
DISCUSSION:
At the August 16, 2017, ATBID Board Meeting Matt Dolman from Central Coast
Brewers Consortium presented a sponsorship request for the 2018 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. The Board also approved a
$5,000 sponsorship of the 2019 Central Coast Beer Fest.
The 2019 Central Coast Craft Beer Fest took place on Saturday, March 30, at the
Sunken Gardens. The ATBID support of $5,000 was utilized to finance the marketing of
the event.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 9 of 25
ITEM NUMBER: B-2
DATE: 04/17/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Tent City Marathon Event Recap Presentation
RECOMMENDATIONS:
Receive and file event recap 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 2019 Tent City Marathon took place on Sunday, April 7 The ATBID support of
$15,000 was utilized to finance the marketing of the marathon.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 10 of 25
ITEM NUMBER: B-3
DATE: 04/17/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT
Staff Report
Review Change to TOT Payments
RECOMMENDATION:
Review TOT reporting feedback and provide staff direction on TOT reporting and submission
of payment monthly vs. quarterly.
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 to fund this
initiative.
The Atascadero Tourism Business Improvement District Board has communicated through
various efforts to inform the current lodging partners of this required change in protocol and
collected feedback. The contracted destination management firm has received feedback
regarding this change from 17 of 60 lodging properties. Of the feedback collected, four lodging
constituents have voiced concern or opposition to the change.
This initiative goes to the Atascadero City Council for review on Tuesday, May 14. Following
discussion and direction to staff at April 17, 2019, Board Meeting, staff will recommend this
initiative continue and remain on the agenda for the Atascadero City Council to review on
Tuesday, May 14th or remove it from the City Council agenda.
FISCAL IMPACT:
Up to $10,000 plus appropriate CPI index increases.
ATTACHMENTS:
Page 11 of 25
ITEM NUMBER: B-3
DATE: 04/17/19
1.TOT Lodging Partner Feedback Log
Page 12 of 25
Name of Lodging business contact name Type of lodging
buisness Contact Log (Round 1)Contact Log (Round 2)TOT Feedback
1
G6 Hospitality Property LLC
Attn: Tax Department
Motel 6 #0351 Hotel/Motel Called 3/18
2 Best Western Plus Colony Inn Roger Patel Hotel/Motel Called 3/18
3
America's Best Value Inn
MAA Krupa, Inc.Dhansukh & Nivedita BhaktaHotel/Motel Called 3/18
Spoke with Sean regarding change and seemed to be slightly
opposed. He also may be interested in sitting on the board
4 Vino Inn & Suites Perry Naran Hotel/Motel No answer, no message machine
5 Carlton Hotel David Weyrich Hotel/Motel Left message
6 Holiday Inn Express Harmohan Sohi Hotel/Motel Spoke with Amar He will be there to support
7 Portola Inn Tom O'Malley Bed & Breakfast Left message. He's on the ATBiD board and will be there for support!
8 Lodge West Linda Keltz vacation rental Called 3/18
9
Colony Cottage
8425 San Clemente Charles & Donna Evans vacation rental Received call from Donna on 3/11
To recap, As a individual operator this places a much larger
burden on me. I am already the Front Desk, Housekeeping,
Landscaping and Bookkeeping manager...and the grunt. I struggle
each quarter to report, now I'm being asked to do this monthly... I
dread it already. I am not a dedicated bookkeeper that knows the
ins and outs of my bookkeeping application and my funds are
limited. I see and understand why this is being implemented, but
isn't there another way? Perhaps a questionnaire that is
submitted with our quarterly report might be one answer? That
would be much quicker to fill out then having to sit down each
month and tally up my earnings for the sake of taxes and
marketing information.
10 Atascadero Mission Cottages John Olsen vacation rental Called 3/18
Opposed to it, rarely collect, suggested that small businesses
would prefer to not do it monthly. See extra2% taken off.
11 Spring Hill Suites Jason Durbin Hotel/Motel left message 3/18 Left message 4/8
12
Blue Larkspur Partners LLC
Wine Country Retreat Joel B Knight vacation rental No answer
He has a company that does the reporting and has no problem
with the change.
13 Spencer's Cozy House Stephenie J Spencer vacation rental Fax number
14 The Nest at Wild Hair Acres Kristin J Miller vacation rental Cannot accept messages - mailbox is full Mailbox full - 4/8
16 Twin Oaks Studiios David W Low Apartments Called 3/18 Does not effect him.
17 Secure Property Management Nicholas T Genova vacation rental Left message Left message 4/8
18 Carndonagh House Dawn A Doherty vacation rental Left message Left message 4/8
19 Terry Fahey Terry Fahey vacation rental Left message Mailbox full - 4/8
22 Geibel's Place William C & Paula K Geibelvacation rental Left message Called 4/8
23 Ray & Laura Dienzo Raymond & Laura Dienzovacation rental Left message Left message 4/8
25 Casa de los Quercus
Dana Belmonte &
Steven Click vacation rental Voicemail Left message 4/8
26 Mike Burke Mike T Burke vacation rental No questions or concerns
27 Yule Gurreau Yule B Gurreau vacation rental Voicemail Mailbox full - 4/8
28 Inn the Oaks on Cristobal Shannon Brard vacation rental Called
Monthly forms will be sent similar to quarterly? Wanted to know
why the change was being made and was happy and
understanding of the answer.
30 John & Jill Kiel John & Jill Kiel vacation rental Voicemail Left message 4/8
31 Carter Smith Claudia F Wright vacation rental Called
B-3ITEM NUMBER:
DATE: ATTACHMENT:04/17/19
1
Page 13 of 25
32 Ginny's Enchanted Garden Virginia C Mancuso vacation rental No voicemail box
35 Seven Oaks Cottage Kellian Ehrheart vacation rental Voicemail Left message 4/8
36 Casita in Wine Country Rental Shauna M Lynch vacation rental Called
37 Tranquility Escape Dianne LaVae Peysar vacation rental Called
Seems like more paperwork for the City and more work overall.
She understands if it needs to happen, it needs to happen. She
also thinks that money could be used in better ways.
38 Casa Del Rio Jeff B Stilwill vacation rental Called
39 Robert Davis Land Management Robert F Davis vacation rental Called
Is there an online system? I am not in Atascadero on a monthly
basis. If there was an online filing system, he can assure that this
is done monthly or an email reminder with the form.
41 Hilltop Ranch Jonathan C Trumbull vacation rental Voicemail Left message 4/8
42 Trudy Futak Trudy Futak vacation rental Voicemail Left message 4/8
43 Lyons Properties Patricia Lyons vacation rental Voicemail Called 4/8
44 La Casita Portola Christina M Miranda vacation rental No voicemail box Left message 4/8
45 Guest House - De Rose Sam & Tonya De Rose vacation rental Called
46 Orrick Enterprises Trevor A Orrick vacation rental Voicemail Left message 4/8
47 The Vine House Kelly Vincent vacation rental Called
48 Cozy Guest House in Wine Country Ellen F Hays vacation rental Voicemail Left message 4/8
49 Scott Cursey Scott K Cursey vacation rental 3/19 left a message Left message 4/8
50 Paradise Junction Melody J Pietsch vacation rental 3/19 left a message Left message 4/8
51 Fazio's Vacation Rental Timothy David Fazio vacation rental 3/19 left a message Left message 4/8
52 Tom Kate Corner Thomas G Wentzel vacation rental 3/19 - Called
53 Lydia Bower Lydia Bower vacation rental 3/19 left a message Left message 4/8
54 Hacienda Robles Bob & Susan Mascall vacation rental 3/19 left a message Left message 4/8
55 Angela C. Romero Properties Angela C. Romero vacation rental 3/19 left a message Left message 4/8
56 Creekside Cottage Jean or Martin Ponek vacation rental 3/19 left a message Left message 4/8
57 Greg Ravatt Greg Ravatt vacation rental 3/19 left a message
Very concerned about this, he doesn't understand why it is
necessary and he is planning to attend the meeting to oppose
this.
58 Janice Hurlburt Janice Hurlburt vacation rental Called
Talked to her and she didn’t say much about it. Just thanked us for
calling
59 Melissa Carstairs Melissa Carstairs vacation rental Called
60 Roger Mullenhour Roger Mullenhour vacation rental 3/19 left a message Left message 4/8
61 Laura Edwards Laura Edwards vacation rental Called
She said she doesn't do a lot of business, so this doesn't really
make sense for her, but she wasn't too upset about it
62 The Inn at Rockin' K Ranch Edwin Kahler vacation rental Called
Spoke with his wife, and she said they have not opened yet so
they don't have anything to report yet
63 Jean-Francois Coget Jean-Francois Coget vacation rental Called Sha said thank you
64 Orgill House Ken Orgill vacation rental 3/19 left a message Left message 4/8
65 Hidden Gem Paula A Wiemann vacation rental 3/19 left a message Left message 4/8
66 Shaun A & Kristin N Edrington Shaun A & Kristin Edringtonvacation rental Called
Just picked up the memo and is going to review it and call if he
has any questions.
67 Diane Morrison Diane Morrison vacation rental Called
68 Central Coast Casa Laureen Riva vacation rental 3/19 left a message Called 4/8
She said she may have received it, but was going to look through
her email
69 Terry Otis & Cyndi Mims Terry Otis & Cyndi Mims vacation rental Mailbox is full Called 4/8
70
B-3ITEM NUMBER:
DATE: ATTACHMENT:04/17/19
1
Page 14 of 25
ITEM NUMBER: B-4
DATE: 04/17/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT
Staff Report
IPW Collateral
RECOMMENDATION:
Review 2018 IPW flyer and provide input.
DISCUSSION:
Visit Atascadero will be part of Visit SLO CAL’s 2019 IPW co-op in June at the Disneyland
resort in Anaheim. The materials distributed to interested tour operators are an important
takeaway as they consider Atascadero an ideal potential destination.
The 2018 flyer included lodging properties equipped to handle groups and listed amenities
important in this type of travel. For 2019, this flyer will be included along with group itineraries
and a full contact list on a branded flash drive as well hardcopies of the IPW flyer available to
tour operators.
Following review and discussion of the 2018 IPW flyer, Verdin will revise and create the 2019
IPW flyer.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.2018 IPW Flyer
Page 15 of 25
ATASCADERO IS CALIFORNIA AS
IT USED TO BE. A town rooted in
history, surrounded by rolling hills
and miles of open sky. Located off
the famed Highway 101, Atascadero
is next door to Paso Robles wine
country and just minutes away from
San Luis Obispo and the Central
Coast’s best beaches.
Atascadero is known for its friendly
atmosphere, outdoor activities, and
quickly growing beer and cider scene.
Pair a craft beer or glass of local
wine with a hearty garden-to-table
meal to experience the fullness of
our town’s hospitality. Enjoy nature
through hiking and biking trails, the
Chalk Mountain Golf Course, zipline
and horseback-riding tours, and a
lake where you can paddle board
or kayak. Get to know our people
through community events—all year
long, we love to show visitors what a
good time looks like in a small town.
Take a look at visitatascadero.com
to learn more, or contact us at
info@visitatascadero.com
HOLIDAY INN EXPRESS
BEST WESTERN
SPRINGHILL SUITES
CARLTON HOTEL
PORTOLA INN
VINO INN & SUITES
AMERICA’S BEST VALUE INN
ATASCADERO MISSION COTTAGES
MOTEL 6
Accommodations
$
$
$
$
$
Visit ATASCADERO, CALIFORNIA
Internet/
Wifi
Complimentary
Hot Breakfast
Nearby
Restaurants
Conference
Room $Group
Rates
Bus
Parking
Small Bus
Parking
B-4ITEM NUMBER:
DATE: ATTACHMENT:04/17/19
1
Page 16 of 25
A Perfect Day in ATASCADERO
FAMILY FUN
Atascadero’s activities will keep the
whole family entertained. During the
spring and summer months, you can
rent a paddle boat and take it out to
Atascadero Lake. Right next to the
lake is Charles Paddock Zoo, the only
zoo on the Central Coast, which offers
its own fun events throughout the
year. Satisfy hungry kids with a juicy
burger at Sylvester’s (make sure you
get it with Sylvester’s sauce!), then the
afternoon is full of possibilities—how
about a family hike on the Jim Green
Trail, an afternoon at the movies in the
cushioned seats of Galaxy Theater or a
tour through Hearst Castle?
Ready to go?
Plan your vacation at visitatascadero.com.
ART & HISTORY
Begin with a docent-led tour of
Atascadero’s Historic City Hall, originally
built in 1918. On Saturday mornings,
you can also tour of The Groves on
41, a producer of local olive oil. Relive
more history with a visit to the Faces of
Freedom Veterans Memorial right next
to Atascadero Lake Park, a fantastic spot
to pull out that picnic lunch. Wander
through the boutiques and art galleries
in downtown Atascadero—be sure
to take a break to try a local brew at
Tent City Beer Company, handcrafted
cider at Bristol’s Cider House or wine
at Ruby Cellars. If you’re in town on a
Wednesday, stroll through the Farmer’s
Market from 3–6pm and finish the day
with dinner at one of Atascadero’s
downtown restaurants.
OUTDOOR ADVENTURE
Start your day with coffee from a local
cafe, like Joebella Coffee Roasters or Bru
Coffeehouse. If you’re feeling bold, hike
the 2.75 miles to the peak of Cerro Alto
and catch incredible views before noon—
or pick an easier hike from Atascadero’s
many oak-lined trails! Enjoy lunch in
town before heading to nearby Santa
Margarita to take an exhilarating zipline
tour through Margarita Adventures.
While in Santa Margarita, stop into the
tasting room at Ancient Peaks Winery
to try some local wines. At the end of an
adventurous day, you’ll be ready for the
hearty portions at Street Side Ale House
or Marstons 101.
B-4ITEM NUMBER:
DATE: ATTACHMENT:04/17/19
1
Page 17 of 25
ITEM NUMBER: B-5
DATE: 04/17/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file Marketing Statistics Report.
DISCUSSION:
2019s digital advertising results continue to soar over 2018s. As a result, the website
statistics for 2019 are exponentially higher than 2018s.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.March Statistics Summary
Page 18 of 25
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
MARCH STAT SUMMARY
ATASCADERO TBID
April 1, 2019
WEB ANALYTICS (2019 vs. 2018)
WEBSITE TRAFFIC
Page Views:
27,208 vs. 10,657
New Visitors:
14,291 (+225%)
Total Sessions:
17,385 v. 5,255 (+231%)
Mobile Views: 12,640 (+298%)
Desktop Views: 1,989
PPV (Page Per Visit):
1.57 (-22%)
TOS (Time on Site):
0:35 (-43%)
ACQUISITION
Direct: 3,412 (+246%)
Social: 8,383 (+428%)
Organic: 3,372 (+95%)
Referral: 473 (+19%)
GEOGRAPHIC REFERRALS
Los Angeles: 3,744 (+664%)
Atascadero: 868
San Francisco: 760 (+27%)
Riverside: 471 (+11,675%)
San Diego: 455 (+1,383%)
Paso Robles: 433
Fresno: 292 (+370%)
San Luis Obispo: 259
Bakersfield: 258 (+72%)
Sacramento: 254 (+147%)
Santa Ana: 198: (+539%)
PAGE VIEWS
Things to Do/ Zoo:
4,738 (+1,841%)
Events: 4,245
(+9,873%)
Things to Do/Trail rides:
3,391 (+9,873%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,272
Impressions: 521,392
Organic: 34,947
Paid: 512,362
Reach: 562,512
Engagements: 13,464
Top Post: Rainbow over City Hall
Reach: 3,113
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,621
New Followers: 7
Likes received: 508
Comments received: 14
Main audience: Women under 44
Twitter Followers: 241
Impressions: 8,300
Engagements: 17
Main audience: Reporters and Destinations
B-5ITEM NUMBER:
DATE: ATTACHMENT:04/17/19
1
Page 19 of 25
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
All three personas were targeting in March: Outdoor Adventurers, Comfort Seekers, and Families. Each
persona served three different videos. These ads ran on Facebook, Instagram and programmatically. Overall
the combined results for March were down compared to February, but we believe this is due to the fact that
many users have now seen ads and the clicks rate naturally lowers.
FACEBOOK / INSTAGRAM
Outdoor Adventurer Videos:
Total Impressions: 189,048 Total Clicks: 4,098 Landing Page Views: 2,424
CTR: 1.09%% Video Views at 100%: 9,735
Comfort Seeker Videos:
Total Impressions: 109,404 Total Clicks: 3,799 Landing Page Views: 2,263
CTR: 1.56% Video Views at 100%: 5,266
Family Fun Videos:
Total Impressions: 193,182 Total Clicks: 6,270 Landing Page Views: 3,369
CTR: 1.97% Video Views at 100%: 10,315
Facebook totals including posts:
Total Impressions: 512,391 Total Clicks: 15,005 (+38%) Landing Page Views: 8,126 (+34%)
CTR: 1.90% Video Views to 100%: 25,316
PROGRAMMATIC ADVERTISING
Outdoor Adventurer Videos:
Total Impressions: 163,981 Clicks: 1,083 CTR: 0.66% Video Views to 100%: 87,326
Comfort Seeker Videos:
Total Impressions: 167,597 Clicks: 670 CTR: 0.40% Video Views to 100%: 97,431
Family Fun Campaign:
Total Impressions: 164,313 Clicks: 762 CTR: 0.46% Video Views to 100%: 96,783
New users added for retargeting possibilities in February: 7,355
Programmatic totals for March:
Impressions 495,891 Average CTR: 0.50% Clicks: 2,516 (-58%)
Views to 100%: 281,549
TOTALS FOR MARCH 2019
Impressions: 1,008,282 (-40%) Clicks: 12,173 (-12%) CTR: 1.82% Views to 100%: 640,681
B-5ITEM NUMBER:
DATE: ATTACHMENT:04/17/19
1
Page 20 of 25
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
The March e-newsletter went out on Tuesday, March 5th. A slightly altered version was sent to un-
opens on Thursday, March 7th. March’s e-newsletter was “Welcome to Spring” themed featuring
indoor and outdoor activities, the Central Coast Craft Beer Fest, and downtown stores and
restaurants. It finished with a CTA to plan their stay in Atascadero.
Totals for Campaign:
•15% Open Rate
•1.8% 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-5ITEM NUMBER:
DATE: ATTACHMENT:04/17/19
1
Page 21 of 25
ITEM NUMBER: B-6
DATE: 04/17/19
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 February, 28, 2019.
The cost of advertising with Grape Encounters is $818.18 and is being accounted for
under the Reactive Advertising GL code 2502.
Upon review, all other expenses are in line with expected expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 22 of 25
GL #Notes
REVENUE PROJECTIONS July August September October November December January February Actuals
1100 2% BID Revenue July 2018 - June 2019 266,480.00$
Awaiting figures from City
finance department. Current
figures are based on
previous year
1200 Estimated Fund Balance from 2018/2019 $3,518.00 $81,756.00 $3,052.00 $7.00 $57,125.00 $3,878.00 $194.00 $149,530.00 250,820.00$
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$ 750.00$ 6,050$ 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$ 1,244.00$ 12,881$ 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 $800 7,000$ 10,250.00$
2202 Financial Management 600$ 300.00$ 1,000.00$ 750.00$ 900.00$ 500.00$ 1,000.00$ 300.00$ 5,350$ 8,000.00$
2203 Strategy 200$ 200.00$ 450.00$ 250.00$ 350.00$ 200.00$ 350.00$ 200.00$ 2,200$ 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$ 1,226.30$ 21,682$ 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$ 101.40$ 230$ 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$ 1,577.20$ 12,461$ 18,600.00$
2404 E-Newsletter 999$ 805.00$ 742.60$ 854.30$ 801.00$ 801.40$ 792.20$ 796.20$ 6,591$ 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$ 12,948.87$ 49,625$ 75,000.00$
2502 Reactive Advertising & Co-Ops 1,648$ 4,985.93$ 818.18$ 4,468.18$ 818.18$ 818.18$ 818.18$ 14,374$ 43,150.00$
2503 Verdin Media Retainer 520$ 497.10$ 1,058.40$ 579.40$ 528.80$ 323.70$ 298.40$ 487.60$ 4,293$ 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$ 521.54$ 9,373$ 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$ 1,230$ 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$ 1,000.00$ 3,950$ 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$ 22,771.29$ 221,640$ 379,660.00$
3001 Cash Reserves 52,111.00$ 10% of total budget
Contingency
4001 Contingency Fund (unallocated)89,339.00$
TOTAL Budget 521,110.00$
ATBID 2018/19 Proposed BUDGETED P&L
B-6ITEM NUMBER:
DATE:
ATTACHMENT:
04/17/19
1
Page 23 of 25
4/8/19
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 02/28/19 2018-2019
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 261,250$ 149,530$ 266,480$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 3,810 - 2,560
Total Revenue 164,104 246,536 268,231 276,875 265,060 149,530 269,040
EXPENSES
6050000 Office Expense - 5,164 - - 5,000 - 5,000
6070000 Advertising 3,450 86,914 91,005 144,521 144,600 139,301 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 84,064 275,000
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 1,495 2,660
Total Expenses 31,243 206,020 232,639 323,636 379,610 225,285 379,660
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (114,550) (75,755) (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$ 242,924$ 140,200$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund B-6ITEM NUMBER:
DATE:
ATTACHMENT:
04/17/19
2
Page 24 of 25
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-6ITEM NUMBER:
DATE:
ATTACHMENT:
04/17/19
3
Page 25 of 25