HomeMy WebLinkAboutTBID_2019-05-21_AgendaPacket Special Meeting
SPECIAL MEETING NOTICE
ADVISORY BOARD FOR THE
ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT
Tuesday, May 21, 2019
11:00 a.m.
City of Atascadero City Hall
6500 Palma Avenue, Room 202
Atascadero, California
NOTICE IS HEREBY GIVEN that a Special Meeting of the Advisory Board
for the Atascadero Tourism Business Improvement District will be held on
Tuesday, May 21, 2019 at 11:00 a.m. for the purpose of holding a Meeting
to discuss the information described in the attached Agenda.
STATE OF CALIFORNIA )
COUNTY OF SAN LUIS OBISPO )
CITY OF ATASCADERO )
AMANDA MUTHER, being fully sworn, deposes, and says: That she is the Deputy City Clerk of the City of
Atascadero and that on Monday, May 14, 2019, she caused the above Notice to be posted at the Atascadero City
Hall, 6500 Palma Avenue in Atascadero, California.
AMANDA MUTHER
Deputy City Clerk
City of Atascadero
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
SPECIAL MEETING
AGENDA
Tuesday, May 21, 2019 at 11:00 A.M.
Atascadero City Hall - 6500 Palma Avenue, Room 202
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 – April 17, 2019
• Recommendation: Approve the Draft Action Minutes of April 17, 2019. [Big Red
Marketing]
B. BUSINESS ITEMS
1. Marketing Services Contract Renewal
• Recommendation: Board to endorse Contract Amendment No. 4 with Verdin, for
marketing services, to renew the contract for an additional one-year period with
contract end date of 3/10/2020 and revise compensation for an annual amount
not to exceed $138,000. [Verdin]
• Fiscal Impact (GL Varied): $138,000.
2. Destination Management Services Contract Renewal
• Recommendation: Board to endorse Contract Amendment No. 4 with Big Red
Marketing for destination management services, to renew contract for an
additional one-year period with contract end date of 3/1/2020 and revise
compensation for an annual amount not to exceed $30,315. [Big Red Marketing]
• Fiscal Impact (GL Varied): $30,315.
3. Mid-State Fair Showcase of Cities
• Recommendation: Provide staff direction on Visit Atascadero’s participation in
the Mid-State Fair’s Showcase of Cities window display. [Big Red Marketing]
• Fiscal Impact (GL 2502): $300 - $3,000.
4. Mid-State Fair Sponsorship Opportunity
• Recommendation: Provide staff direction on sponsorship opportunity with Mid-
State Fair which also includes a City shuttle stop. [Big Red Marketing]
• Fiscal Impact (GL 2502): $10,000.
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
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, April 17, 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 2:32 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 O’Malley and seconded by Board Member Sohi
to approve the agenda.
Motion passed 4:0 by a roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1. ATBID Draft Action Minutes – 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]
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Dawson to approve the consent calendar.
Motion passed 4:0 by a roll call vote.
B.BUSINESS ITEMS
A-1ITEM NUMBER:
DATE: 05/21/19
Page 4 of 35
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.
Jacque Fields presented the recap from the Central Coast Craft Beer Fest and answered
questions from the Board. Fields shared that 20% of attendees stayed in Atascadero and
that number did not include the brewery staff.
PUBLIC COMMENT: None.
The Central Coast Craft Beer Fest recap presentation
was received and filed by the Board.
2.Tent City Marathon Recap Presentation
•Recommendation: Receive and file presentation on the 2019 Tent City
Marathon. [Vitality Fitness]
•Fiscal Impact: None.
Victoria Hartt was unable to present. The item is tabled for future agendas. Deputy City
Manager Banish shared information on the event logistics.
PUBLIC COMMENT: None.
The Tent City Marathon recap presentation
was received and filed by the Board.
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.
Deputy City Manager Banish shared information and concerns for monthly TOT reporting.
The Board discussed moving to monthly TOT reporting further. Destination Management
Consultant Ottman shared feedback and concerns from Lodging Partners. Public Member
Campolmi provided insight on the big data that Verdin Marketing pulls to plan campaigns.
PUBLIC COMMENT: Lisa Campolmi and Jessica Sohi.
MOTION: By Board Member Sohi and seconded Vice Chairperson Dawson
to continue bringing the initiative to City Council.
Motion failed 2:2 by a roll call vote.
4.IPW Collateral
•Recommendation: Review 2018 IPW flyer and provide input. [Big Red
Marketing]
•Fiscal Impact: None.
A-1ITEM NUMBER:
DATE: 05/21/19
Page 5 of 35
Destination Management Consultant Ottman presented last year’s IPW flyer, explained the
plan for the 2019 IPW Flyer, and answered questions from the Board. The Board was
encouraged to review the 2018 flyer and send any changes or feedback to Big Red
Marketing or Verdin Marketing. Public Member Sohi suggested updating the business
information to current numbers.
PUBLIC COMMENT: Jessica Sohi.
The 2018 IPW Flyer
was reviewed and input was provided.
5.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Modlin shared updates on the marketing statistics summary. The
Board requested a calendar of topics to send images to Verdin. Public Member Lisa
Campolmi shared in-depth information about digital buying and Verdin’s new in-house
offerings. Modlin shared the Digital Media Process (Exhibit A) for Campolmi to explain to the
Board. Modlin shared updates from Grape Encounters and answered questions from the
Board.
PUBLIC COMMENT: Jessica Sohi.
The Monthly Marketing Statistics Summary
was received and filed by the Board.
6.Monthly Budget Report
•Recommendation: Receive and file Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Ottman shared updates on the budget report 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 provided
updates from the SLO CAL TMD such as the AMGEN renewal was approved, and
the Board passed the TMD renewal at 0.5% and will continue for 10 years. The Board
will be creating an advisory committee of each city manager and one official.
2.Visit SLO CAL Marketing Committee Update – Verdin – Deputy City Manager Banish
shared updates from the committee meeting and changes to the committee.
3.Destination Management Update – Big Red Marketing – Compliance for short-term
rentals distributed (Exhibit B).
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
A-1ITEM NUMBER:
DATE: 05/21/19
Page 6 of 35
4. City Business Update – City Manager’s Office – No updates were provided, ran out
of time.
5.Short Term Rental Update – City Manager’s Office – Report provided, but did not
review, ran out of time.
C. BOARD MEMBER COMMENTS:
None.
E. ADJOURNMENT
Chairperson Alexander adjourned the meeting 4:34 p.m.
MINUTES PREPARED BY:
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – Digital Media Process
Exhibit B – Short-Term Rentals
APPROVED:
A-1ITEM NUMBER:
DATE: 05/21/19
Page 7 of 35
ITEM NUMBER: B-1
DATE: 05/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Services Contract Renewal
RECOMMENDATION:
Board to endorse Contract Amendment No. 4 with Verdin, for marketing services, to
renew the contract for an additional one-year period with contract end date of 3/10/2020
and revise compensation for an annual amount not to exceed $138,000.
DISCUSSION:
The ATBID Board appointed Verdin in 2015 for marketing services. These services
include varied activities within the areas of creative development, media hard costs,
planning and placement, social media, e-newsletter, contest management, public
relations, web updates, and strategy and project management. Contract concludes the
fifth year on 3/10/2020. The ATBID Board will need to go out to Request For Proposals
in November/December for new marketing proposals. For additional details regarding
the tasks to support these areas of activity, please see Attachment 1: Verdin Scope of
Work.
Looking ahead to the 2019/2020 fiscal year, Verdin will increase media hard costs,
which includes the budget for potential co-op and reactive opportunities, to continue to
utilize strategic advertisement methods to entice targeted visitors to Atascadero. Verdin
will also provide added support coordinating social media and electronic
communications for selected event partnerships. Verdin has added managing e-
newsletter subscriber maintenance to their scope of work and increased efforts for the
Visit Atascadero public relations program. Additionally, Verdin will provide support
related to updating and informing the ATBID Board about Visit SLO CAL Marketing
Committee Meetings as well as pursuing co-op and reactive opportunities offered.
Verdin Contract:
Contract End Date March 10, 2016: $75,000 (2014/15 & 2015/16)
Change Order (CO) #1 (March –June 2016):$40,000
CO #2/ Out of Scope (OOS) $11,771.41
Year 1: $110,771.41
Page 8 of 35
ITEM NUMBER: B-1
DATE: 05/21/19
Contract Amendment #1: July 1, 2016-June 30, 2017 $120,000 (Total of
Contract Amendment #1
= $160,000)
Change Order #1 (OOS) $18,915.10
Change Order #2 (OOS) $1,685.64
Year 2: $140,600.74
Contract Amendment #2: July 1, 2017-June 30, 2018 $180,000
(+ changes to Schedule A & date)
Verdin has adhered to all items defined in the 2017/2018 scope of work and supported
the ATBID in pursuit of its mission.
Contract Amendment #3: July 1, 2018 – June 30, 2019 $206,000 (current contract)
Verdin has adhered to all items defined in the 2018/2019 scope of work and supported
the ATBID in pursuit of its mission.
Contract Amendment #4: July 1, 2019 – March 10, 2020 $138,000
Proposed contract for the 2019/2020 fiscal year with a contract end date of March 10,
2020.
FISCAL IMPACT (GL Varied):
Annually $138,000 based on scope of work proposal, with a contract end date 3/10/2020
(current contract $206,000 annually).
ATTACHMENTS:
1.Verdin Scope of Work
2.Verdin Budget Spreadsheet
Page 9 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
RECOMMENDED SCOPE OF WORK
Atascadero TBID (ATBID)
BUDGET ALLOCATION: JULY 2019 THROUGH FEBRUARY 2020 - $138,000
Below is a general breakdown of budget and marketing services for an eight-month ATBID partnership. Categories
are based on the past contract and discussions with the tourism manager and full ATBID board.
CREATIVE DEVELOPMENT: $21,800
Verdin will develop digital campaigns targeting behavioral demographics to showcase Atascadero’s key assets.
Estimate includes:
•Concept creation and copywriting
•Design of all advertising based on approved media plan (TBD)
•Asset coordination and management
•Update Visit Atascadero brochure
•Marketing Plan development
•$1,800 for additional photo or video assets as needed
MEDIA HARD COSTS, PLANNING & PLACEMENT: $79,000
Verdin will handle all media coordination under the direction and approval of ATBID.
Estimate includes:
•Media planning and negotiation through February 2020
•Media monitoring and recommendations based on performance
•Invoice reconciliation and coordination on any make-goods or billing adjustments needed
•Media hard costs
•Certified Folder contract for brochure distribution and printing
•$5,000 will be allocated to co-op programs that will require approval by Big Red and/or ATBID
SOCIAL MEDIA AND E-NEWSLETTER: $18,800
Verdin will manage ATBID’s Facebook, Twitter, Instagram, monthly e-newsletter and promotions.
Estimate includes:
•Creation of monthly calendars and custom images for all appropriate channels
•Creation of monthly e-newsletter content and images
B-1ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
1
Page 10 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
•Scheduling, monitoring and responding
•Monthly subscription cost for Mail Chimp
•Limited coordination with event partners (i.e. Cider Fest and Wine Speak, etc.)
PUBLIC RELATIONS: $5,000
This will consist of possible event attendance, content submissions, pitching and FAM coordination with Visit SLO
CAL, CCTC and Visit California.
Estimate includes:
•Proactive pitching when appropriate
•Responding to all Visit SLO CAL PR opportunities that align with ATBID’s goals and offerings
•FAM tour coordination with Visit SLO CAL
•Event attendance at one tradeshow (i.e. CalSAE)
WEBSITE UPDATES: $1,000
Verdin will updated the website’s content pages as needed for promotions and advertising.
Estimate includes:
•Copywriting, and visual execution (hero images, graphics, etc.)
•Page layout and implementation
STRATEGY & PROJECT MANAGEMENT: $12,400
Verdin will direct all implementation and monitoring of ATBID projects based on set goals.
Estimate includes:
•Research, strategy, consulting and project management
•Monthly meetings and reporting
•Monthly Visit SLO CAL Marketing Committee report presented to ATBID. Atascadero representative will
capture notes at SLO CAL meeting and provide to Verdin
•Staff report for Visit SLO CAL opportunities that require board approval
TOTAL: $138,000
B-1ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
1
Page 11 of 35
Atascadero TBID
Budget: $138,000 | Updated 5/3/2019
DETAILED SPENDING Projected Projected Projected Projected Projected Projected Projected Projected
DESCRIPTION BUDGET JUL AUG SEP OCT NOV DEC JAN FEB TOTAL
Planning, Meetings and Reporting $12,400 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 1,550.00 12,400.00
Creative Development $20,000 3,200.00 5,000.00 2,000.00 4,000.00 1,200.00 1,400.00 2,000.00 1,200.00 20,000.00
Photo/Video Assets $1,800 1,800.00 1,800.00
Public Relations $5,000 500.00 500.00 3,000.00 1,000.00 5,000.00
Web Updates $1,000 250.00 250.00 250.00 250.00 1,000.00
E-Newsletter $8,000 1,000.00 1,000.00 1,000.00 1,000.00 1,000.00 1,000.00 1,000.00 1,000.00 8,000.00
Social Media $10,800 1,350.00 1,350.00 1,350.00 1,350.00 1,350.00 1,350.00 1,350.00 1,350.00 10,800.00
Media Planning $4,000 500.00 500.00 500.00 500.00 500.00 500.00 500.00 500.00 4,000.00
Advertising ($5,000 reactive)$75,000 -
Facebook/Instagram -
Facebook/Insta boosted posts 200.00 200.00 200.00 200.00 200.00 200.00 200.00 200.00 1,600.00
Digital advertising -
Brochure Distribution 9,650.00 9,650.00
Brochure Printing 4,800.00 4,800.00
Reactive #1 - SLO CAL guide 3,650.00 3,650.00
SUMMARY: ACTUAL TO BUDGET
BUDGET JUL AUG SEP OCT NOV DEC JAN FEB TOTAL
Monthly Totals $138,000 $9,600.00 $10,100.00 $17,000.00 $8,850.00 $14,250.00 $9,250.00 $7,850.00 $5,800.00 $82,700.00
Adjustments
Actual Totals $138,000 $9,600.00 $10,100.00 $17,000.00 $8,850.00 $14,250.00 $9,250.00 $7,850.00 $5,800.00 $82,700.00
No Charge/Added Value
B-1ITEM NUMBER:
DATE:DAATTACHMENT:05/21/19
2
Page 12 of 35
ITEM NUMBER: B-2
DATE: 05/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Destination Management Services Contract Renewal
RECOMMENDATION:
Board to endorse Contract Amendment No. 4 with Big Red Marketing for destination
management services, to renew contract for an additional one-year period with contract
end date of 3/1/2020 and revise compensation for an annual amount not to exceed
$30,315.
DISCUSSION:
The ATBID Board appointed Big Red Marketing in 2015 for support and consulting in
destination management services. These services include varied activities within the
areas of administration, event sponsorship program, Board management and
coordination, financial management, tour and travel, and strategy. Contract concludes
the fifth year on 3/1/2020. The ATBID Board will need to go out to bid for Requests For
Proposals in November/December. For additional details regarding the tasks to support
these areas of activity, please see Attachment 2: Scope of Work related to services for
Atascadero Tourism Business Improvement District Advisory Board (ATBID).
Throughout the 2018/2019 fiscal year, Big Red Marketing provided additional outreach
support to all lodging partners to notify and discuss current operation and practices.
Furthermore, Big Red Marketing managed the creation of additional resources and tools
to distribute to guests and interested tour operators to promote and educate on Visit
Atascadero’s experiences.
Big Red Marketing continued to support the expansion and strategic partnerships with
event coordinators, development of staff reports to support the ATBID Board packets,
printing of the ATBID Board monthly packets, recording and reporting of ATBID Board
Meeting minutes, creation and coordination of contracts for expenditures approved by
the ATBID Board in amounts equal to or exceeding $10,000, and creation and
coordination of change orders applied to existing vendor contracts providing services to
the ATBID.
Page 13 of 35
ITEM NUMBER: B-2
DATE: 05/21/19
Looking ahead to 3/1/2020, Big Red Marketing will additionally add to its scope of work
to help facilitate the RFP process for Visit Atascadero’s Marketing and Destination
Management firms.
Big Red Marketing Contract:
March 1, 2015 – February 29, 2016: $30,000
March 1, 2016 – June 30, 2017: $40,000
July 1, 2017 – June 30, 2018: $36,000
July 1, 2018 – June 30, 2019: $45,250 (Current Contract)
Big Red Marketing has adhered to all items defined in the 2018/2019 scope of work and
supported the ATBID in pursuit of its mission.
FISCAL IMPACT (GL Varied):
Annually $30,315 based on scope of work proposal (current contract $45,250 annually).
ATTACHMENTS:
1.Client Agreement for City of Atascadero related to services for Atascadero Tourism
Business Improvement District Advisory Board (ATBID)
2.Scope of Work related to services for Atascadero Tourism Business Improvement
District Advisory Board (ATBID)
Page 14 of 35
Client Agreement for City of Atascadero related to services for Atascadero
Tourism Business Improvement District Advisory Board (ATBID)
July 1, 2019 - February 29, 2020
Big Red Marketing, Inc.
Big Red Marketing, Inc. provides services in the various areas of strategy and marketing to achieve
client goals. These offerings include marketing strategy, copywriting, digital marketing plans,
destination management and various other solutions to support the rapidly changing business
environment. The following agreement is intended to outline the specific services Big Red Marketing
will provide to the City of Atascadero relating to services for the ATBID, also referred to as “the
client.” Big Red Marketing constantly strives to provide clients with top-level service and will
communicate any changes or variations from the initial agreement should they arise.
City of Atascadero ATBID
The ATBID was formed in April 2013 to collect assessments from lodging businesses to be used for
tourism promotions and marketing programs to promote the City of Atascadero as a tourism
destination and to increase transient stays at lodging businesses. The ATBID currently contracts with
Big Red Marketing for support and consulting in destination management services. Services to be
offered are detailed in the attached Scope of Work.
Big Red Marketing Content
Big Red Marketing guarantees all content provided is original, has been legally licensed by the
company to meet project needs or will be properly sited when incorporated into marketing
strategies.
Client Content
The client agrees that all materials provided to Big Red Marketing to assist in the completion of any
project have the appropriate rights and licenses for such use. Big Red Marketing is to be indemnified
and held harmless in the case that any client provided materials are not secured by the necessary
releases prior to use.
Big Red Marketing Rights to Work
Big Red Marketing maintains the rights to all work created for any client until the project has been
completed and paid for in full. Additionally, Big Red Marketing reserves the right to use materials
produced for clients for promotion of company services. These promotions may include, but are not
limited to, Big Red Marketing’s website, portfolio and advertisements.
Client Agreement Page ! of !1 4
adief@bigredmktg.com
805-706-0552
RED: PMS 187 C / 187 U
B-2ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
1
Page 15 of 35
Client Rights to Work
The client has full and unlimited rights to all content created by Big Red Marketing for the purpose
of the client’s project. These rights begin once Big Red Marketing has received payment for services.
Independent Contractor
Big Red Marketing works with other non-competitive clients and may pursue new work as capacity
allows. Big Red Marketing will staff appropriately to ensure impact from other client work does not
negatively affect services provided to the client. Big Red Marketing is an independent contractor and
not an employee. The client does not stipulate hours worked, supervise employees of Big Red
Marketing nor direct the activities of Big Red Marketing or its employees.
Confidentiality
Big Red Marketing will not disclose any confidential client information to outside persons, firms or
corporations. Should a situation arise in which the sharing of information may offer benefits to the
client, Big Red Marketing will first contact the client for permission to share such information. It is
understood that this confidentiality provision does not apply to information that is public or that may
be required by legal means. This provision shall survive the termination of this agreement for a
period of three years.
Liability and Provisions
Big Red Marketing will not be held responsible for any damages that arise from this agreement.
Modifications to the agreement must be made in writing and signed by both parties. This agreement
will be governed by the laws of the State of California. Should litigations arise, the prevailing party
will have the right to recover reasonable attorney fees and costs from the non-prevailing party.
Termination or Adjustment of Agreement
Either party may terminate the whole or any part of this contract at anytime with written notice to the
signees below. Communication of any termination or adjustments shall be provided by written notice
at least 30-days in advance of the effective date. Big Red Marketing shall be entitled to any unpaid
fees or approved expenses up to the date of termination.
Client Agreement Page ! of !2 4
adief@bigredmktg.com
805-706-0552
B-2ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
1
Page 16 of 35
Fees
Services detailed in the Scope of Work will be provided and billed in accordance with the payment
schedule noted below for the 2019/2020 fiscal year, with a contract end date of February 29, 2020.
Fees have been adjusted following an assessment of actual work performed in the past fiscal year
based on activity levels experienced.
Upon approval from the client, the following other costs that may be included in monthly billing for
reimbursement:
• Mileage at the federal reimbursement rate
• Transportation, lodging, and dining costs while traveling for client requirements
The client will be provided with a monthly invoice outlining fees due and including all appropriate
support documentation. All payments are non-refundable upon completion of work. Should a client
choose to terminate a project before it is complete, the client will be responsible for any additional
hours accrued at the hourly rate of the Big Red Marketing employee or contractor completing the
work. Payments not received within 30 days of invoice date will be assessed an additional 1.5%
service charge for each additional month delayed.
Category July August Sept.October November December January February TOTAL
Admin $750 $650 $800 $1,000 $800 $750 $750 $750 $6,250
Event Sponsor
Program $250 $650 $350 $500 $550 $250 $450 $1,000 $4,000
Board Mgmt &
Coord. $200 $700 $900 $950 $900 $200 $950 $950 $5,750
Financial Mgmt $600 $300 $1,000 $900 $900 $600 $1,000 $375 $5,675
Tour & Travel $
-
$
-
$
-
$
-
$
-
$
-$2,190 $4,000 $6,190
Strategy $200 $200 $450 $400 $350 $200 $350 $300 $2,450
TOTAL $2,000 $2,500 $3,500 $3,750 $3,500 $2,000 $5,690 $7,375 $30,315
Client Agreement Page ! of !3 4
adief@bigredmktg.com
805-706-0552
B-2ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
1
Page 17 of 35
Client Information
Company Name: City of Atascadero, ATBID
Contact: Terrie Banish
Phone: (805) 470-3400
Email: tbanish@atascadero.org
City of Atascadero, ATBID Signatures
________________________________________ ____________
Terrie Banish Date
Deputy City Manager
________________________________________ ____________
Deana Alexander Date
ATBID Chairperson
Big Red Marketing, Inc. Signature
_______________________________________ ____________
Amanda S. Diefenderfer Date
Proprietress
Client Agreement Page ! of !4 4
adief@bigredmktg.com
805-706-0552
B-2ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
1
Page 18 of 35
Scope of Work related to services for Atascadero
Tourism Business Improvement District Advisory Board (ATBID)
July 1, 2019 - February 29, 2020
Scope of Work
Destination Management services provide support in conjunction with the ATBID, City of
Atascadero, the contracted marketing firm, tourism industry partners, and other stakeholders.
Primary areas of focus include:
• Assist in maintaining roles and responsibilities in ATBID communication chart (City and all other
entities)
• Act as administrator to support ATBID and its members in all capacities to execute plans and
attain goals, including and not limited to financial growth and laying the groundwork for future
success
• Guide the organization to develop and implement strategies to increase occupancy consistent
with the annual goals and objectives established by the ATBID and its annual marketing plans
• Assist in creating ATBID policies and procedures
Expanding upon the Scope of Work, particular areas of support include the categories noted below.
Administrative: $6,250
• Communicate effectively with and between ATBID, City Council, Board of Supervisors, City
and County liaison and staff, ATBID lodging properties, community leaders, and related
tourism partners as needed to maintain strong internal and external relationships
• Development and management of annual timeline and deliverables with the selected
marketing firm
- Communicate with marketing firm the vision of the ATBID to assist in the execution of the
marketing plan
- Provide brand oversight to ensure consistent message and voice
- Develop measurable criteria and benchmarks for monitoring the success of the ATBID and
effectiveness of contracted vendors
- Collaborate with the marketing firm to make community connections to support
photography projects, video projects, and public relations hosting
• Represent the ATBID and its members by attending countywide events and related
professional association meetings
• Work with City to manage timelines for the ATBID’s annual renewal process
Scope of Work Page ! of !1 3
adief@bigredmktg.com
805-706-0552
RED: PMS 187 C / 187 U
B-2ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
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Page 19 of 35
• Develop and implement communication tools so all members are informed of ATBID progress
and programs
- Work with the City’s lodging records to maintain an accurate member inventory to include
individual property contact information, property type and unit count
• Maintain website and make updates as necessary in the areas of lodging, restaurants,
beverages and attractions
Event Sponsorship Program: $4,000
• Manage event partnerships approved by the ATBID Board
- Serve as primary point of contact for events interested in presenting funding opportunities
for consideration
1. Communicate presentation requirements and timelines
2. Schedule presentations as Board agenda capacity allows
- Coordinate event recap presentations and schedule accordingly for ATBID Board meetings
- Act as a liaison between the Board and event organizations to filter questions and requests
Board Management & Coordination: $5,750
• Attendance at all meetings related to the ATBID, including monthly Board meetings and
standing committee meetings, and Atascadero City Council Meetings with ATBID related
agenda items
- Prepare ATBID Board agenda and packets, and deliver to the Deputy City Manager for
posting and distribution in accordance to Brown Act requirements
- Create and coordinate development of staff reports to supplement agenda packets
- Print ATBID Board agenda and packets for each Board meeting
- Record and report minutes monthly
• Provide clear and concise recommendations through ongoing communication regarding
direction, opportunities, challenges, and progress to the ATBID
• Assist the Board in the selection, retention and management of professional services and
vendors
Financial Management: $5,675
• Partner with marketing firm to prepare and present the budget, Year End Report and annual
marketing plans
• Oversee and review co-op and reactive opportunities and related expenditures
• Maintain and provide timely budgets based on City provided receipts, and expenditure
information, with monthly progress reports to the ATBID Board
- Create and coordinate contracts for expenditures approved by the ATBID Board equal to
or exceeding $10,000
- Review all vendor invoices for accuracy and compliance to budget
Scope of Work Page ! of !2 3
adief@bigredmktg.com
805-706-0552
B-2ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
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Page 20 of 35
Tour and Travel: $6,190
• Promote the ATBID mission and goals by attending tour and travel related conference or
trade show on behalf of Visit Atascadero
- Manage conference registration, lodging and travel
- Prepare and coordinate necessary materials
- Arrange and schedule tour operator appointments
- Facilitate and lead meetings while recording notes on conversations to be later distributed
to lodging stakeholders
- Manage follow-up and leads generated from tour and travel related conference or trade
show
Strategy: $2,450
• Take a visionary role in all activities and ensure ATBID actions are consistent with strategic
goals and direction
• Champion change and innovation to encourage diverse thoughts and contributions
• Collaborate with local events and tourism partners to maximize the opportunity for members
and identify sponsorship opportunities
Scope of Work Page ! of !3 3
adief@bigredmktg.com
805-706-0552
B-2ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
2
Page 21 of 35
ITEM NUMBER: B-3
DATE: 05/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Mid-State Fair Showcase of Cities
RECOMMENDATION:
Provide staff direction on Visit Atascadero’s participation in the Mid-State Fair’s
Showcase of Cities window display.
DISCUSSION:
The Mid State Fair brings thousands of tourists to the county every year. This year, local
cities have an opportunity to participate in a new display at the Mid State Fair called The
Showcase of Cities. The Mid State Fair will take place July 17 – 28, 2019.
The Showcase of Cities will be a fun, animated, three dimensional and educational
display that is expected to reach over 420,000 attendees over 12 days. The display is
intended to be used as a branding tool for cities to increase and promote tourism efforts.
Each display will be housed in a window box and is encouraged to incorporate theme
elements such as history, commerce, recreation, lifestyle, food, entertainment,
architecture, tourism, agriculture, art and/or natural resources. The displays will be 8’
wide by 6’ high and 2’ deep and are encouraged to utilize lighting and incorporate
interactive elements.
Last year, the ATBID Board approved an expenditure up to $7,500 for the creation of
the Mid-State Fair’s Showcase of Cities window display to be split with the City at the
April 18, 2018, Board meeting. The Board approved $7,500; however, only $6,000 was
spent. Verdin led the creation, design and actualization of the display.
FISCAL IMPACT (GL 2502):
$300 - $3,000
ATTACHMENTS:
1. California Mid-State Fair Entry Form 2019
Page 22 of 35
L1o!�L Q-3 1-oft7S�
Yd-OJ>
Showcase of Cities at the California Mid State Fair
Entry Form 2019
Thank you for agreeing to participate in the Showcase of Cities at the California Mid-State Fair.
Please review the agreement below, sign and return to lacie@solterrastrateqies.com by Monday, April 16, 2019.
Space is Limited so Enter Now!
I California Mid-State Fair Agrees To:
•Provide a window box display venue where you can showcase what is best and very unique about your
community to more than 420,000 viewers.
•Located in the Frontier Town Walkway of the Paso Robles Events Center.
o Size: 8' wide x 6' high x 2' deep.
o Power-a single 110, 20 AMP duplex outlet (good for two plug ins) plus one lighting fixture.
o Windows may be accessed from inside the building from a 4' x 4' square opening.
o All window exteriors will be cleaned daily-July 18-29, 2018.
•Provide a dedicated liaison -Solterra Strategies -to help streamline communications.
•Marketing and publicity including a people's choice award for the windows.
o People's Choice will be made available through digital platforms like social media and via a ballot box
July 17-28. Awards provided for rt, 2nd and 3rd •
• Ribbon cutting ceremony as part of the Media Preview event to officially open this new feature
I Participating City/Tourism Agency Agrees To:
•Who Participates: Any city, town, community or college within San Luis Obispo County. The participation must
be approved by local government or business leadership (City Council, OMO, Chamber of Commerce, Arts
Council, College Administrator, etc.). Cities may share window spaces if desired. Space is provided on a first
come first serve basis.
•Sign and return this entry form
o April 16 -Entry forms due
•Site Check -Each city is encouraged to visit Paso Robles Event Center to view the windows in advance of
installation. There is one electrical outlet in each window. Schedule a time in May to check out the site to ensure
your creative concept can work.
•Develop a fun, animated, educational, three-dimensional display to evoke hometown pride and present the
BEST of San Luis Obispo County and its communities. Each community is encouraged to get creative and
incorporate the 2019 California Mid-State Fair theme, "Let's Have S'more Fun!"
o June 1-Each city must submit its creative concept. Please make special note of additional power or
lighting elements. Additional lighting is recommended. Designers may want to consider battery powered
animation elements. Remember displays after dark can be quite dramatic with appropriate lighting.
•Window Installation -Please schedule a timeslot with Solterra Strategies to install your window display. All
work must be done during business hours (Monday -Friday 9 am -4 pm).
o July 1-11-Window Installation period (closed July 4).
B-3ITEM NUMBER:
DATE:
ATTACHMENT:
05/21/19
1
Page 23 of 35
B-3ITEM NUMBER:
DATE:
ATTACHMENT:
05/21/19
1
Page 24 of 35
ITEM NUMBER: B-4
DATE: 05/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Mid-State Fair Sponsorship Opportunity
RECOMMENDATION:
Provide staff direction on sponsorship opportunity with Mid-State Fair which also
includes a City shuttle stop.
DISCUSSION:
The Mid-State Fair brings thousands of tourists to the county every year. There is a
sponsorship opportunity for Visit Atascadero to participate in this year’s promotional
activities. The Mid State Fair will take place July 17 – 28, 2019.
As part of the sponsorship agreement, the City of Atascadero would receive one shuttle
pick-up/ drop-off station. Visit Atascadero will also be the “Official Sponsor of the
Premier Party” as well as receive the Visit Atascadero logo on wine glasses and party
invitations. Additionally, Visit Atascadero would also receive listings in collateral, on the
website, receive two “Voice of the Fair” announcements per day and have the
opportunity to create signage for the Equestrian Center.
Visit Atascadero will also receive fair tickets, concert tickets and other Mid-State Fair
items to giveaway to visitors and guests.
FISCAL IMPACT (GL 2502):
$10,000
ATTACHMENTS:
1. California Mid-State Fair Sponsorship Agreement
Page 25 of 35
CALIFORNIA MID-STATE FAIR – P.O.BOX 8, PASO ROBLES, CA 93447
TOM KEFFURY TK@MIDSTATEFAIR.COM 805-459-5530
SPONSORSHIP AGREEMENT
BIG RED MARKETING ON BEHALF OF CITY OF ATASCADERO
(ADDRESS)
ANGELICA OTTMAN
SCOPE OF WORK
Contractor agrees to provide the State of California, 16th District Agricultural Association (California Mid-
State Fair) with the following sponsorship:
1.) Contractor shall pay to the State the sum of $10,000 cash per year of agreement.
2.) Term of this agreement is JAN 1, 2019 – DEC 31, 2019.
All sponsorship monies shall be paid in full prior to JUNE 1 of each year of agreement. Sponsorship
benefits shall not take effect until all money is received.
Contractor shall receive the following sponsorship benefits in exchange for the above:
3.) Advertising & Exposure
a.Business Listing in Official Program
b.Business Listing in Official Daily Schedule
c.Business Logo/Link on CMSF Website (www.midstatefair.com)
d.Two (2) “Voice of the Fair” Announcements per day of the Fair. This is a 1-sentence written
announcement that you provide which highlights your business.
e.Signage – (All signs shall be supplied to the State by Contractor using lightweight, 1/4-inch
corrugated plastic material for sign. State will hang sign(s) at no charge to Contractor.
Contractor to maintain, update and/or replace sign should sign fade or new logo is needed).
i.One (1) Equestrian Center (4’ x 8’) Sign
4.) Hospitality
a.Twelve (12) Single-Day Admission Passes which will give you complimentary admission
one day of the Fair.
b.Two (2) Season VIP/Photo Passes which will give you complimentary admission each day of
the Fair.
c.One (1) VIP Parking Pass which will give you complimentary admission to the Oak Tree
Lot, located on Riverside Avenue, across the street from the South Gate Entrance/Exit.
d.Access to our VIP Hospitality Tent, which features light appetizers, complimentary
water/soda, a full no-host bar, and private upscale bathrooms (concert ticket required).
e.$1,000 VIP Ticket Credit which will allow you to purchase concert tickets, admission passes
and/or carnival ride tickets. All concert tickets will be located in our sponsor hold sections:
floor seats in the center sections.
5.) Special Programming
a.Contractor to be Official Sponsor of the Premier Party and as such shall receive name/logo
on all custom wine g lasses and party invitations associated with the party. In addition,
Contractor shall be allowed to take the stage for a brief 1 -2 minute invitation/presentation
during our “Welcome Ceremony/Presentation”.
b.Contractor shall be allowed to secure a Shuttle Pick-Up/Drop-Off location in the cit y of
Atascadero. Such location will fall under the supervision of State Coordinator.
B-4ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
1
Page 26 of 35
INSURANCE
In the event Sponsorship includes display space or physical access to the fairgrounds, Sponsor shall be responsible to provide proof of insurance set forth in State
of California Standard Agreement.
SPECIAL TERMS AND CONDITIONS
EVACUATION ORDER
The California Mid-State Fair, along with all other large venue public gathering places and events around the country have been advised by Feder al, State and
Local Authorities that an emergency evacuation of the premises may be ordered by any of these authorities at any time. This decision would be driven by
information available to those authorities that:
(1) May not be available to the California Mid-State Fair, or may be classified by those authorities, and therefore the California Mid -State Fair would
not be able to share it with our exhibitors, contractors, participants, guests, or renters;
(2) Could arise out of an actual or threatened act of terrorism;
(3) Could arise from any number of natural disasters, or other public safety concerns the aut horities have for the safety of the general public at our Fair
or at our facility, property, grounds, or parking areas.
If an evacuation order occurs, you will be asked to leave the premises immediately. The law does not only require your coope ration, but for your own safety and
the safety of others, common sense demands your full cooperation. The Paso Robles Police Department and/or Fair staff/securi ty personnel will direct the
evacuation. We are further advised that any evacuation order given will be for personnel only! No other property, animals, trailers, merchandise, equipment, etc.
will be allowed off the premises. This is to allow the most efficient and speedy evacuation of the public from the threatene d area. If an evacuation order is given,
do not attempt to remove anything other than yourselves and, if applicable, your immediate means of transportation.
The evacuation plan calls for designated law enforcement personnel, California Mid -State Fair management, staff, or volunteers to remain on the grounds to
secure the facility and premises.
In the unlikely case an evacuation occurs, the California Mid -State Fair will exercise every reasonable effort to care for property, animals, commercial exhibits,
merchandise, etc. until the authorities remove the evacuation order and the public is allowed back into the facility. No one will be allowed back on the grounds
until the authorities have given the approval to return. The California Mid -State Fair staff/security personnel along with the Paso Robles Police Department will
enforce the order in strict accordance with instructions from the authorities.
The State of California, Sixteenth District Agricultural Association, California Mid-State Fair, its directors, officers, agents, servants, nor employees cannot, and
will not, be held liable or responsible for any loss or damage to any Contractor’s, exhibitor’s, or patron’s personal propert y, equipment, merchandise, animals,
exhibits, etc. during or after any such event.
By entering into this agreement Contractor hereby agrees to indemnify, defend and save harmless the State of California, Sixteenth District Agricultural
Association, California Mid -State Fair, its officers, agents and employees from any and all claims and losses accruing or resulting to any and all contractors,
subcontractors, suppliers, laborers, participant, exhibitor, and any other person, firm or corporation attending, or particip ating in, any activity or event covered
under this agreement and from any and all claims and losses accruing or resulting to any person, firm or corporation who may be injured or damaged in the
performance of this Agreement.
RIGHT TO TERMINATE
The State reserves the right to terminate this agreement subject to 30 days’ written notice to the Contractor. Contractor may submit a written request to terminate
this agreement only if the State should substantially fail to perform its responsibilities as provided herein.
However, the agreement can be immediately terminated for cause. The term “for cause” shall me an that the Contractor fails to meet the terms, conditions, and/or
responsibilities of the contract. In this instance, the contract termination shall be effective as of the date indicated on the State’s notification to the Contractor.
This agreement may be suspended or cancelled without notice, at the option of the Contractor, if the Contractor or State’s premise s or equipment are destroyed by
fire or other catastrophe, or so substantially damaged that it is impractical to continue service, or in the event the Contractor is unable to render service as a result
of any action by any governmental authority.
FORCE MAJEURE
Neither party shall be liable to the other for any delay in or failure of performance, nor shall any such delay in or failure of performance constitute default, if such
delay or failure is caused by “Force Majeure.” As used in this section, “Force Majeure” is defined as follows: Acts of war a nd acts of god such as earthquakes,
floods, and other natural disasters such that performance is impossible.
PREPARED BY TOM KEFFURY ~ 805-459-5530 ~ TK@MIDSTATEFAIR.COM
B-4ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
1
Page 27 of 35
ITEM NUMBER: B-5
DATE: 05/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file Marketing Statistics Report.
DISCUSSION:
As Visit Atascadero begins to move into Summer, the media budget starts to be pulled up.
While the budget was reduced 23% from March, clicks to the website were up 86%. YOY
the clicks to the website improved 126%.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.April Statistics Summary
Page 28 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
APRIL STAT SUMMARY
ATASCADERO TBID
May 1, 2019
WEB ANALYTICS (2019 vs. 2018)
WEBSITE TRAFFIC
Page Views:
28,177 vs. 11,451 (+146%)
New Visitors:
14,733 vs. 5,350 (+175%)
Total Sessions:
18,157 vs. 6,382 (+185%)
Mobile Views: 11,963 (+193%)
Desktop Views: 3,627 (+203%)
PPV (Page Per Visit):
1.55 (-13%)
TOS (Time on Site):
0:38 (-30%)
ACQUISITION
Direct: 4,001 (+317%)
Social: 7,283 (+143%)
Organic: 3,588 (+167%)
Referral: 784 (+5%)
GEOGRAPHIC REFERRALS
Los Angeles: 2,838 (+98%)
San Francisco: 1,111 (+121%)
Atascadero: 1,059
Paso Robles: 574 (+141%)
Sacramento: 403 (+403%)
San Jose: 374 (+38%)
San Diego: 332 (+419%)
Fresno: 207 (+769%)
Bakersfield: 207 (+152%)
Santa Ana: 183 (+8%)
PAGE VIEWS
Things to Do/ Zoo:
5,757 (+2,736%)
Things to Do/Trail rides:
4,141 (+17,154%)
Home: 2,904: (+157%)
Events: 2,001: (+72%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,344
Impressions: 515,719
Organic: 17,694
Paid: 469,861
Reach: 478,822
Engagements: 11,144
Top Post: Atascadero Lake
Reach: 1,789
Main audience: Women 35-44, living in SLO County,
Central Valley and Los Angeles
INSTAGRAM AND TWITTER
Instagram Followers: 1,712
New Followers: 98
Likes received: 1,652
Comments received: 36
Main audience: Women under 44
Twitter Followers: 241
Reach: 5,057
Engagements: 17
Main audience: Reporters and Destinations
B-5ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
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Page 29 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The two personas (Outdoor Adventurers and Family Fun) were targeted in April. Each persona served three
different videos. These ads ran on Facebook, Instagram and programmatically. Overall the combined results
for April were excellent. While the budget was reduced 23% from March, clicks to the website were up 86%.
YOY the clicks to the website improved 126%.
FACEBOOK / INSTAGRAM
Outdoor Adventurer Videos:
Total Impressions: 230,342 Total Clicks: 4,714 Landing Page Views: 2,862
CTR: 1.46% Video Views at 100%: 23,165
Family Fun Videos:
Total Impressions: 225,892 Total Clicks: 7,375 Landing Page Views: 9,996
CTR: 1.98% Video Views at 100%: 13,346
Facebook totals including posts:
Total Impressions: 457,745 Total Clicks: 12,204 Landing Page Views: 6,859
CTR: 1.71% Video Views to 100%: 35,511
PROGRAMMATIC ADVERTISING
Outdoor Adventurer Videos:
Total Impressions: 158,899 Clicks: 1,324 CTR: 0.83% Video Views to 100%: 91,422
Family Fun Campaign:
Total Impressions: 163,728 Clicks: 1,156 CTR: 0.71% Video Views to 100%: 94,378
New users added in April for retargeting possibilities: 7,449
Programmatic totals for March:
Impressions 322,627 Average CTR: 0.77% Clicks: 2,480 Views to 100%: 185,800
TOTALS FOR APRIL 2019
Impressions: 780,372 Clicks: 14,684 (+86% vs. March) CTR: 1.21% Views to 100%: 221,311
B-5ITEM NUMBER:
DATE: ATTACHMENT:05/21/19
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Page 30 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 3
The April e-newsletter went out on Thursday, April 4th. A slightly altered version was sent to un-
opens on Tuesday, April 9th. April’s e-newsletter was outdoor spring themed urging people to get
outdoors in Atascadero. Events and happenings that were included: Party For The Planet, City
Wide Yard Sale, Art, Wine & Brew Tour and Brew at the Zoo. It finished with a CTA to plan their
stay in Atascadero.
Totals for Campaign:
•13.5% Open Rate
•1.1% 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:05/21/19
1
Page 31 of 35
ITEM NUMBER: B-6
DATE: 05/21/19
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 March, 31, 2019.
The cost of advertising with Grape Encounters is $818.18 and is being accounted for
under the Reactive Advertising GL code 2502.
Upon review, all other expenses are in line with expected expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 32 of 35
GL #Notes
REVENUE PROJECTIONS July August September October November December January February March Actuals
1100 2% BID Revenue July 2018 - June 2019 266,480.00$
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 3,907.00$ 3,907$ 5,000.00$
2105 Big Red Marketing 750$ 650.00$ 800.00$ 800.00$ 800.00$ 750.00$ 750.00$ 750.00$ 750.00$ 6,800$ 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$ 1,460.05$ 14,342$ 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 $900 7,900$ 10,250.00$
2202 Financial Management 600$ 300.00$ 1,000.00$ 750.00$ 900.00$ 500.00$ 1,000.00$ 300.00$ 750.00$ 6,100$ 8,000.00$
2203 Strategy 200$ 200.00$ 450.00$ 250.00$ 350.00$ 200.00$ 350.00$ 200.00$ 600.00$ 2,800$ 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$ 794.20$ 22,476$ 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$ 90.00$ 320$ 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$ 1,271.43$ 13,732$ 18,600.00$
2404 E-Newsletter 999$ 805.00$ 742.60$ 854.30$ 801.00$ 801.40$ 792.20$ 796.20$ 772.50$ 7,364$ 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$ 12,828.58$ 62,454$ 75,000.00$
2502 Reactive Advertising & Co-Ops 1,648$ 4,985.93$ 818.18$ 4,468.18$ 818.18$ 818.18$ 818.18$ 818.18$ 15,193$ 43,150.00$
2503 Verdin Media Retainer 520$ 497.10$ 1,058.40$ 579.40$ 528.80$ 323.70$ 298.40$ 487.60$ 246.20$ 4,540$ 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$ 5,000.00$ 50,000$ 50,000.00$
2803 Management of Event Sponorship 250$ 650.00$ 350.00$ 300.00$ 550.00$ 400.00$ 450.00$ 1,000.00$ 500.00$ 4,450$ 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$ 30,688.14$ 252,329$ 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:
05/21/19
1
Page 33 of 35
5/7/19
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL BUDGETED 2018-2019 BUDGETED
2014-2015 2015-2016 2016-2017 2017-2018 2017-2018 through 03/31/19 2018-2019
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 261,250$ 188,119$ 266,480$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 3,810 - 2,560
Total Revenue 164,104 246,536 268,231 276,875 265,060 188,119 269,040
EXPENSES
6050000 Office Expense - 5,164 - - 5,000 - 5,000
6070000 Advertising 3,450 86,914 91,005 144,521 144,600 158,137 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 96,073 275,000
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 1,881 2,660
Total Expenses 31,243 206,020 232,639 323,636 379,610 256,516 379,660
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (114,550) (68,397) (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$ 250,282$ 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:
05/21/19
2
Page 34 of 35
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$ 305,426.85$ 235,419.64$
B-6ITEM NUMBER:
DATE:
ATTACHMENT:
05/21/19
3
Page 35 of 35