HomeMy WebLinkAboutTBID_2019-08-21_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, August 21, 2019 at 2:30 P.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 Jack Mahar, Motel 6
Board Member Tom O’Malley, Portola Inn
Board Member Amar Sohi, Holiday Inn Express and Suites
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 – May 21, 2019
•Recommendation: Approve the Draft Action Minutes of May 21, 2019. [Big Red
Marketing]
2. Revised ATBID Minutes – January 16, 2019
•Recommendation: Approve the revision to the Minutes of January 16, 2019. [Big
Red Marketing]
3. Renew Sponsorship of Central Coast Beer Fest
•Recommendation: Approve sponsorship of 2020 Central Coast Craft Beer Fest.
[Central Coast Brewers Guild]
•Fiscal Impact (GL 2802): $5,000
4.September 18, 2019 Board Meeting Update
•Recommendation: Approve the revised September 18, 2019 Board Meeting time
of 2:00 p.m. [Big Red Marketing]
B.BUSINESS ITEMS
1. Cider Festival Recap Presentation
•Recommendation: Receive and file event recap presentation for the 2019
Central Coast Cider Festival event. [Central Coast Cider Association]
•Fiscal Impact (GL 2802): None.
2. Right Angle Inc. Contract Recap Presentation
•Recommendation: Receive and file recap presentation reviewing the 2018-2019
contract. [Right Angle Inc.]
•Fiscal Impact: None.
3.Atascadero Colony Days Events Support Application
•Recommendation: Provide staff direction on event sponsorship of 2019
Atascadero Colony Days Events. [Atascadero Colony Days Committee]
•Fiscal Impact (GL 2502): $10,000
4.Tent City Marathon Recap Presentation
•Recommendation: Receive and file recap presentation on the 2019 Tent City
Marathon. [Vitality Fitness]
•Fiscal Impact: None.
5.Marketing Strategic Planning Discussion
•Recommendation: Discuss and provide staff direction on 2019/2020 Marketing
efforts. [Verdin]
•Fiscal Impact: None.
6.Draft 2019/2020 Visit Atascadero Budget
•Recommendation: Approve 2019/2020 expenditure budget for Visit
Atascadero. [Big Red Marketing]
•Fiscal Impact: None.
7.Destination Management and Marketing Agency RFPs
•Recommendation: Approve Destination Management and Marketing Agency
RFP timeline. [Big Red Marketing]
•Fiscal Impact: None.
8.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
9.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
Tuesday, May 21, 2019 at 11:00 A.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Alexander called the meeting to order at 10:58 a.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 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 3:0 by a roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1. ATBID Draft Action Minutes – April 17, 2019
•Recommendation: Approve the Draft Action Minutes of April 17, 2019. [Big Red
Marketing]
MOTION: By Board Member Sohi and seconded by Board Member O’Malley
to approve the consent calendar.
Motion passed 3:0 by a roll call vote.
B.BUSINESS ITEMS
1.Marketing Services Contract Renewal
•Recommendation: Board to endorse Contract Amendment No. 4 with Verdin, for
marketing services, to renew the contract for an additional eight-month period
A-1ITEM NUMBER:
DATE: 08/21/19
Page 5 of 55
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.
Ashlee Akers presented Verdin’s recommended scope of work. Akers answered questions
from the Board regarding their scope of work and the cost.
PUBLIC COMMENT: Jessica Sohi and Amanda Diefenderfer.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to endorse Contract Amendment No. 4 with Verdin, for
marketing services, to renew the contract for an additional eight-
month period with contract end date of 3/10/2020 and revise
compensation for an annual amount not to exceed $138,000.
Motion passed 3:0 by a roll call vote.
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 eight-month period with contract end date of 3/1/2020 and revise
compensation for an amount not to exceed $30,315. [Big Red Marketing]
•Fiscal Impact (GL Varied): $30,315.
Amanda Diefenderfer presented the fees and scope of work to the Board. Diefenderfer
shared some details on the budget and fees related to costs absorbed by Big Red Marketing.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Board Member Sohi
to endorse Contract Amendment No. 4 with Big Red Marketing for
destination management services, to renew the contract for an
additional eight-month period with contract end date 3/1/2020 and
revise compensation for an annual amount not to exceed $30,315.
Motion passed 3:0 by a roll call vote.
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.
Destination Management Consultant Ottman presented staff recommendation for the Mid-
State Fair’s Showcase of Cities window display. Deputy City Manager Banish shared
updates on the City’s financial commitment to the display.
PUBLIC COMMENT: Ashlee Akers and Amanda Diefenderfer.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to participate in the Mid-State Fair’s Showcase of Cities
at a maximum amount of $1,500.
Motion passed 3:0 by a roll call vote.
A-1ITEM NUMBER:
DATE: 08/21/19
Page 6 of 55
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.
Destination Management Consultant Ottman shared an updated sponsorship agreement
(Exhibit A) and answered questions from the Board.
PUBLIC COMMENT: Jessica Sohi and Emily Reneau.
MOTION: By Board Member Sohi and seconded by Chairperson Alexander
to approve the sponsorship agreement at the $7,500 level, noting
that the City will cover the additional $7,500.
Motion passed 3:0 by a roll call vote
5.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Chelsea Modlin presented the monthly marketing statistics report for
April and answered questions from the Board.
PUBLIC COMMENT: None.
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 Consultant Ottman presented the monthly budget report, shared
the Final Draft Fund Analysis (Exhibit B), 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 – No updates, quorum was not
met. Marketing Consultant Modlin shared that the marketing plan was approved for
Visit SLO CAL.
2.Visit SLO CAL Marketing Committee Update – Verdin – Ashlee Akers shared updates
from the Visit SLO CAL Marketing Committee meeting and answered questions from
the Board. Akers shared there might be an opportunity for a Google Destination large
co-op.
3.Destination Management Update – Big Red Marketing – Destination Management
Consultant Ottman shared IPW updates. Amanda Diefenderfer shared that Ottman
A-1ITEM NUMBER:
DATE: 08/21/19
Page 7 of 55
will be taking a maternity leave and will temporarily be replaced by Destination
Management Coordinator Meisinger and Kylee Corliss as account leads.
4. City Business Update – City Manager’s Office – Deputy City Manager Banish shared
City Business updates. The City will be hiring for an events coordinator position in the
coming months.
C. BOARD MEMBER COMMENTS:
Board Member Sohi requested information on the Pozo concert venue’s status. Board
Member O’Malley recommended there be a “pet-friendly” search option for Visit
Atascadero.
E. ADJOURNMENT
Chairperson Alexander adjourned the meeting 12:59 p.m.
MINUTES PREPARED BY:
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – California Mid-State Fair Sponsorship Agreement
Exhibit B – Final Draft Fund Analysis
APPROVED:
A-1ITEM NUMBER:
DATE: 08/21/19
Page 8 of 55
Atascadero TBID
January 16, 2019
Page 1 of 4
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
MINUTES
Wednesday, January 16, 2019 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson Alexander called the meeting to order at 2:30 p.m.
ROLL CALL:
Present: Board Member Dawson, Board Member O’Malley, and Chairperson
Alexander.
Vacant: One vacant seat.
Absent: Board Member Sohi.
Staff Present: Destination Management Consultant Angelica Ottman, Destination
Management Coordinator Hanna Meisinger, Marketing Consultant
Chelsea Modlin, and Deputy City Manager/Outreach Promotions Terrie
Banish.
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Board Member
Dawson to approve the agenda with the modification to move item
B-5 to just under item B-2.
Motion passed 3:0 by a roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1.ATBID Draft Action Minutes – October 17, 2018
•Recommendation: Approve the Draft Action Minutes of October 17, 2018.
[Big Red Marketing]
MOTION: By Board Member Dawson and seconded by Board Member
O’Malley to approve the consent calendar.
Motion passed 3:0 by a roll call vote.
A-2ITEM NUMBER:
DATE: 08/21/19
Page 9 of 55
Atascadero TBID
January 16, 2019
Page 2 of 4
B.BUSINESS ITEMS
1.Election of Vice Chairperson for the Atascadero Tourism Business
Improvement District (ATBID) Advisory Board
•Recommendation: ATBID Board to elect one member to serve as Vice
Chairperson for the ATBID Advisory Board. [Big Red Marketing]
•Fiscal Impact: None.
Chairperson Alexander moved to select a Vice Chairperson. Destination Management
Consultant Ottman directed that a Board Member needs to nominate a candidate.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to elect Board Member Dawson to serve as Vice
Chairperson for the ATBID Advisory Board.
Motion passed 3:0 by a roll call vote.
2.ATBID Board Nomination Meeting
•Recommendation: Approve ATBID Board nomination meeting to occur at the end
of the current fiscal year. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Ottman shared that a community member is interested
in filling the seat and has requested nomination meeting date be reschedule to a sooner
date. Ottman recommended that the date remains at the end of the fiscal year. Deputy City
Manager Banish shared that the resolution is specific to have a meeting and send a notice
by April 30.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to approve ATBID Board nomination meeting to occur
at the end of the current fiscal year with the addition that staff
will consider additional recruiting ideas.
Motion passed 3:0 by a roll call vote.
3.Media Proposal for 2019
•Recommendation: Receive and file 2019 Media Proposal. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Modlin presented the media proposal (Exhibit A) and shared that the
recommendation is different than the board packet. Staff answered questions from the
Board.
PUBLIC COMMENT: Amanda Diefenderfer
The 2019 Media Proposal was received and filed by the Board.
A-2ITEM NUMBER:
DATE: 08/21/19
Page 10 of 55
Atascadero TBID
January 16, 2019
Page 3 of 4
4.Atascadero Destination Strategy
•Recommendation: Discuss and provide staff direction on an overall destination
strategy. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Ottman presented information from the meeting with
Visit SLO CAL. Ottman shared the destination strategy pieces with the Board. Deputy City
Manager Banish provided additional information and input. Public member Jessica Sohi
asked if the strategic plan would be discussed with the council to be sure they are caught
up on the direction with ATBID. Public member Akers shared that the efforts of the strategic
plan will align with the goals of the community. O’Malley recommended inviting the new
Mayor to an ATBID meeting to show the aligning of destination strategic planning and the
council’s goals.
PUBLIC COMMENT: Jessica Sohi and Ashlee Akers
The Destination Strategy was discussed and input
was provided by the Board.
5.IPW DMO Co-op
•Recommendation: Approve IPW DMO Co-op with Visit SLO CAL. [Verdin]
•Fiscal Impact: $10,000 (GL 2502).
Destination Management Consultant Ottman presented the IPW Co-op opportunity and
explained Visit Atascadero’s current involvement. Staff recommended not utilizing this
opportunity due to the lack of specific information and return on investment information.
Public members Ashlee Akers, Amanda Diefenderfer, and Jessica Sohi shared input,
information on the current strategy, and concerns for the value of the opportunity. Staff
answered general and budget questions for the Board.
PUBLIC COMMENT: Ashlee Akers, Amanda Diefenderfer and Jessica Sohi
MOTION: By Board Member O’Malley and seconded by Board Member
Dawson to decline the participation at the IPW DMO Co-op with
Visit SLO CAL.
Motion passed 3:0 by a roll call vote.
6.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Modlin presented the marketing statistics for the 2nd quarter
(Exhibit B) and the monthly marketing statistics. Board Member O’Malley temporarily left to
answer a phone call at 3:31 p.m., the meeting paused to maintain quorum, Board Member
O’Malley returned at 3:33 p.m. and the meeting resumed. Public member Akers shared her
experience at CalSAE and the Rack Card (Exhibit C).
Board Member O’Malley left the meeting at 3:42 pm.
A-2ITEM NUMBER:
DATE: 08/21/19
Page 11 of 55
Atascadero TBID
January 16, 2019
Page 4 of 4
Agenda Items B7, C, and D were not discussed due to a lack of quorum.
ADJOURNMENT
Lacking a quorum, Chairperson Alexander adjourned the meeting at 3:42 p.m.
MINUTES PREPARED BY:
Hanna Meisinger, Destination Management Coordinator
Exhibit A – Media Proposal
Exhibit B – 2nd Quarter Stat Summary
Exhibit C – Rack Card
Exhibit D – 2019 Tamale Festival program
APPROVED: February 20, 2019
A-2ITEM NUMBER:
DATE: 08/21/19
Page 12 of 55
ITEM NUMBER: A-3
DATE: 08/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Renew Sponsorship of Central Coast Craft Beer Fest
RECOMMENDATION:
Approve sponsorship of 2020 Central Coast Craft Beer Fest.
DISCUSSION:
At the August 16, 2017, ATBID Board Meeting the Central Coast Brewers Consortium
presented a sponsorship request for the 2018 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 Central Coast Brewers Guild submitted the attached sponsorship application for the
2020 Central Coast Craft Beer Fest. The requested sponsorship is the same as the
2019 request for $5,000.
FISCAL IMPACT (GL 2802):
$5,000.
ATTACHMENTS:
1. 2020 Central Coast Craft Beer Fest Event Support Application Form
Page 13 of 55
1
Dear Interested Organization,
The Atascadero Tourism Business Improvement District (TBID) was established to promote
Atascadero as an overnight destination. The mission of the Atascadero TBID is to
encourage visitors to discover what makes Atascadero a simply genuine travel destination
resulting in increased revenue for the local community.
We appreciate the efforts of community partners to design events that attract visitors to
Atascadero and would like to offer our support of those events that align themselves with
the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing
efforts are set aside each year to help maximize the effect of these efforts. If you would like
to be considered for support, please complete the following application. The application
must be received at least 12 weeks in advance of the funding deadline to request
support from the Atascadero TBID. Unfortunately, we are unable to provide assistance
for all events, but please know each request will be considered thoroughly.
In order to qualify for event sponsorship, your organization must meet the following
requirements or provide a three-year plan detailing how you will ultimately meet these
requirements:
1.Support the Visit Atascadero mission
2.Attract visitors from outside San Luis Obispo County
3.Encourage overnight stays of one night or more
4.Obtain the necessary ABC permits, law enforcement approval, city permits and any
additional documents needed for the event
5.Provide a detailed event budget
6.Provide post-event metrics which show positive effect on Atascadero tourism
In addition to these requirements, ATBID Board will consider the following factors:
1.Will event be held during off-season or mid-week?
2.Is event new or existing? If existing, how was previously awarded support utilized?
3.Three-year growth plan
4.Attendee demographics
5.Fiduciary responsibility
Please submit application and all additional documents by email to Angelica Ottman
at aott@bigredmktg.com in PDF format. You will receive a confirmation that we have
received the application. Typically, we ask that event planners attend a Board Meeting to
present their event to the Board which provides an opportunity to ask questions. Atascadero
TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30
p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
Thank you,
Angelica Ottman
Destination Management Consultant
Atascadero Tourism Business Improvement District
A-3ITEM NUMBER:
DATE:
ATTACHMENT:
08/21/19
1
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2
Event Support Application Form
Requesting Organization: _______________________________________________
Contact: _________________________ Phone Number: _______________________
Email: ____________________________ Mailing Address: ____________________
City, State, Zip: ________________________________________________________
Name of Event: ________________________________________________________
Event Description: _____________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Event Dates/Times: _____________________________________________________
Event Website: ________________________________________________________
Total Anticipated Attendees: _______ Portion From Outside SLO County: _____%
Is this the first year the event will take place? Yes No
If this event has taken place previously, please provide historical data including
attendance numbers: __________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Central Coast Brewers Guild
Tony Grimes (805) 350-8263
tony@figmtnbrew.com PO Box 1445
San Luis Obispo, CA 93406
Central Coast Craft Beer Fest
The Central Coast Craft Beer Fest is the culmination of Central
Craft Beer Week. Over 50 craft breweries, cideries and wineries will be on site!
Includes live entertainment, food trucks and vendors.
www.centralcoastcraftbeerfest.com
2,500 20
X
This will be our third year hosting this event. In 2018 we had
1,200 guests and last year we had 2,000. We expect our attendance to grow to 2,500
this year! Last year we had 20% of our ticket buyers say they were staying in Atascadero.
Saturday, March 28th, 2020 • 12 - 4 p.m.
A-3ITEM NUMBER:
DATE:
ATTACHMENT:
08/21/19
1
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3
How will the event be advertised? What resources will be used to advertise? What
geographic locations will be targeted? ____________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Crowd Control Safety Plan:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Will the event require an ABC Permit? Yes No
Has a City permit been issued for your event or contracted the venue for your
event date? Yes No
Support Requested (desired monetary amount or in-kind marketing support): _______
______________________________________________________________________
Describe how the event supports Visit Atascadero’s mission and goals:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
______________________________________________________________________
______________________________________________________________________
We will be marketing the event through radio,
print and social media. We will once again team up with Atascadero News / Paso Robles
Press and utilize their network of newspapers to spread the word. Social media has been
our primary way of marketing the event outside of SLO County.
We will have 14 professional security guards on site along with a certified EMT. We also
have 10 staff members on site that will be assisting with all aspects of the event.
X
X
We
and growing the event.
The Central Coast Brewers Guild members stretch from Monterey through Ventura
are hoping to mainting the $5,000 sponsorship that we had in 2019 to continue marketing
have already spoken to them about 2020 and are excited to keep those relationships going.
for the weekend, and not just the day. We have worked with 3 local hotels in 2019 and
On Friday, March 27th we host a Brewers Party that had over 70 guests in 2019. Most of those
guests came from outside the area and stayed at least Friday night. We also did social media giveaways
counties and our #1 focus for the CCCBF is to bring people to Atascadero
A-3ITEM NUMBER:
DATE:
ATTACHMENT:
08/21/19
1
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4
______________________________________________________________________
______________________________________________________________________
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Rules and Regulations for Event Coordinators
•Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
•Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
•Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
•Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
***Please include a detailed event budget and marketing strategy. Feel
free to attach additional information for consideration with
application.
***You must submit copies of additional required documents two
weeks prior to event. The Atascadero TBID Board reserves the right to
withdraw funding if the appropriate documents are not obtained for
the event.
for a VIP Package that included 2 VIP Passes and a 2 night stay in Atascadero. Our website
and ticketing platform also push for weekend stays.
A-3ITEM NUMBER:
DATE:
ATTACHMENT:
08/21/19
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5
IMPORTANT: Future ATBID event sponsorship funding requests may
be affected should any discrepancies, including, but not limited to,
event application, planning, marketing materials or website, be
brought to ATBID’s attention.
Should the event not take place as presented and scheduled, event
coordinators are required to reimburse the ATBID for sponsorship
support.
Applicant Signature __________________________ Date ___________
In case of questions or the need for clarification, please contact Destination
Management Consultant, Angelica Ottman at aott@bigredmktg.com.
Tony Grimes 6/4/19
A-3ITEM NUMBER:
DATE:
ATTACHMENT:
08/21/19
1
Page 18 of 55
ITEM NUMBER: A-4
DATE: 08/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
September 18, 2019 Board Meeting Update
RECOMMENDATION:
Approve the revised September 18, 2019 Board Meeting time of 2:00 p.m.
DISCUSSION:
Visit SLOCAL will be presenting their TMD renewal at the September 18, 2019 Board
Meeting. Due to schedule conflicts, Visit SLOCAL requested, in advance, to present
earlier than 2:30 p.m.
All current Advisory Board Members confirmed availability to revise the September 18,
2019, Board Meeting time to 2:00 p.m. to accommodate Visit SLOCAL’s presentation.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
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ITEM NUMBER: B-1
DATE: 08/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Cider Festival Recap Presentation
RECOMMENDATION:
Receive and file event recap presentation for the 2019 Central Coast Cider Festival
event.
DISCUSSION:
On December 15, 2015, the ATBID Board approved a three-year sponsorship of the
Central Coast Cider Festival totaling $35,000. The awarded amount was to be used to
generate awareness for the cider category and draw out-of-town visitors to Atascadero
resulting in increased overnight stays. Following is how the $35,000 Fee schedule was
broken out by year:
Fiscal Year 2015/16: $14,500
Fiscal Year 2016/17: $11,000
Fiscal Year 2017/18: $9,500
The Board approved an event sponsorship of $15,000 for the 2019 Central Coast Cider
Festival on October 17, 2018.
A presentation will be provided at the meeting to recap the 2019 event.
FISCAL IMPACT (2802):
None.
ATTACHMENTS:
None.
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ITEM NUMBER: B-2
DATE: 08/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Right Angle Inc. Contract Recap Presentation
RECOMMENDATION:
Receive and file recap presentation reviewing the 2018 – 2019 contract.
DISCUSSION:
At the July 18, 2018, ATBID Board Meeting, David Wilson of Right Angle Inc. (Grape
Encounters Radio & Grape Encounters Empourium Wine Shop) presented and
discussed promotional out-of-market opportunities for the highly-targeted nationally-
syndicated radio show, Grape Encounters Radio. In the past, Wilson has worked with
the City of Atascadero on a City marketing contract which utilized local advertising on
the “Quickbites” radio show on the kRUSH 92.5.
The Board approved a $12,000 advertisement opportunity with the requirement for
monthly website banner ad reports and additional metrics from Right Angle.
The following presentation will recap the 2018-2019 advertisement opportunity contract
with Right Angle.
FISCAL IMPACT (GL 2502):
None.
ATTACHMENTS:
1.Right Angle Inc. Presentation
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Atascadero TBID on Grape Encounters
National Radio Network
Advertising & Marketing Recap/Review
2019-2020 Proposal and Contract
Presented by David Wilson
Creator and Host
Grape Encounters Radio
5812 Traffic Way
Atascadero, CA 93422
June 3, 2019
Dear Board Members:
It continues to be a tremendous pleasure to provide national support of the TBID’s promotional
efforts via Grape Encounters Radio. We have been consistently advocating for our community
for 5 years now and it is very gratifying each time visitors from places far and wide stop by our
brick and mortar location and identify themselves as listeners. We hope you will elect to
continue to partner with Grape Encounters Radio as our contract comes up for review and
renewal.
We were very pleased to be able to broaden our reach and airtime substantially and would like
to share that information herein and also present an updated proposal for an additional year
of advertising.
Before examining present and past performance, we would like to take this opportunity to
reintroduce Grape Encounters Radio to members of the board and their agency who may not
be familiar with the program.
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AMERICA’S LARGEST WINE
LIFESTYLE BROADCAST PLATFORM
THE BENEFITS OF PARTNERING WITH GRAPE ENCOUNTERS RADIO
Grape Encounters is a 60-minute, weekly terrestrial radio show heard coast to coast; it is
also heard online as a popular podcast which is available on all major podcast channels. We
have an audience that spans every demographic in America, from the leading international
professionals in the industry to everyday wine lovers and even just talk-radio-loving people.
Now in its 10th year with more than 515 shows in our library, Grape Encounters is strongly
embraced by those eager to know more, those who already have a good understanding of
all things wine and even industry folks who are often delighted by many of the discoveries
shared on the show. On Grape Encounters, “pretentiousness” has been replaced by
“practicality,” and even though the show keeps things down to earth, it never dumbs down
the subject.
Because wine adventure travel is an ongoing theme on Grape Encounters, the show also
has great appeal to travelers who may not be into wine but are attracted to wine lifestyle.
WHY GRAPE ENCOUNTERS IS A PERFECT FIT FOR ATASCADERO
There could not be a better advertising resource for the ATBID than Grape Encounters
Radio There is no other platform in America with closer ties to the show. That is, of course,
because the show originates from Atascadero and identifies closely with the community.
Consider the bragging rights that Atascadero has where the show is concerned. One would
imagine a nationally syndicated show centered on wine lifestyle to be based in a place like
Napa, Sonoma or, locally, Paso Robles. It’s an important feather in Atascadero’s proverbial
cap.
Here are a couple of key considerations:
FIRST, Grape Encounters delivers the most highly-concentrated audience of wine
enthusiasts in America and beyond. With a tremendous audience that stretches across
the nation, there are great opportunities to reach wine lovers and potential visitors in every
corner of the USA. We’re always on the lookout for new ways to introduce our listeners to
exciting wines, regions, and personalities. While listening habits for music have changed
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dramatically over the years, informative and entertaining talk radio is bigger and better
than ever.
Grape Encounters is not just the largest wine radio talk show in the US; we’re one of the
biggest lifestyle programs and podcasts as well. Grape Encounters is in numerous prime
and secondary markets around the country including, but not limited to, the stations listed
later in this document.
Our show not only reaches key stations in major markets from coast to coast, we’re also
adding new stations to our roster all the time. Additionally, Grape Encounters also has a
tremendous online, podcast, and social media presence.
SECOND, Grape Encounters goes well beyond wine and brings listeners countless
stories focused on wine lifestyle. Grape Encounters takes a deep dive into the wine
lifestyle. There are countless activities, adventures and events tied to wine and we stay on
top of these stories. Additionally, we’re constantly on the lookout for stories that are not
on the mainstream wine media’s radar. These stories make for some highly unique and
unusual entertainment and education. To be sure, our listeners are adventurers who are
not content to simply stay home enjoying a bottle of Cab.
THIRD, we promote wine from a far more productive perspective. Since we went on
the air 10 years ago, Grape Encounters has been bucking the trend of pretentiousness in the
wine industry by giving people the practical information they need to be able to enjoy wine
to its fullest, without becoming mired down in excessive tasting notes and scores. While
these things are certainly important, we focus much of our attention on democratizing
wine, removing the mystery and having fun with it. After all, at the end of the day, wine is
meant to be enjoyed, not dissected. Hence, our unpretentious approach to wine is what
keeps our listeners coming back week after week. Given Atascadero’s warm and welcoming
atmosphere, our audience is much more likely to come here than some other stodgy
destination.
That being said, we’d like to share some comments about Grape Encounters from the
General Manager and Co-Owner of KSRO in the Napa/Sonoma wine regions. Bear in mind
that KSRO just won the Prestigious Marconi Award for Best Radio Station in their market
size. KSRO is #1 in America, located in the best-known wine market, and attributes a large
part of their success to Grape Encounters. See Michael’s remarks on the next page.
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NAPA/SONOMA TALK STATION ATTRIBUTES MUCH
OF THE STATION’S SUCCESS TO GRAPE ENCOUNTERS
Hi David…
I wanted you to know that the new ratings book for Sonoma County came out
last week and KSRO’s Saturday midday day-part was again rated #1 in adults
with incomes over $100k annually…to which we credit Grape Encounter Radio
Show in large degree.
As you know, it’s not just quantity of audience but also "quality of audience"
that makes a difference ... and our qualitative data exceeds our expectation in
the time period your show airs.
KSRO's signal on AM with two FM boosters thoroughly covers both Sonoma
and Napa Counties and being right in the heart of OUR Wine Country makes
Grape Encounters Radio the go-to media spot in this region.
I appreciate the love and dedication you give to your programming and to the
wine consumer specifically... we get lots of call from listeners with terrific
comments about you and your knowledge base.
So from NorCal wine country for now...cheers...
Michael O'Shea
President
KSRO AM/FM/FM
Santa Rosa, CA
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8-MONTH PERFORMANCE ANALYSIS, 2018-2019
TOTAL ATBID AIRTIME WAS MORE THAN DOUBLED
To date, the scope of the campaign and amount of airtime received by ATBID was far greater
than what was specified in the original contract. In total, we were able to give the ATBID more
than double the exposure originally offered in the agreement which was effective October 1,
2018. Here is a summary of the key components of that agreement:
1)2 :30 second spots per show on Grape Encounters national broadcast network. ($460 per
spot) When available, :60 second spots will be air at no additional charge.
2)1 Sponsor billboard per week: “This segment of Grape Encounters is brought to you by the
Atascadero…” ($475 per show).
3)Prime position web ad on the Grape Encounters Website home page ($500 per month)
4)8 show segments per year fully dedicated to the Atascadero TBID and its members.
Shows would be recorded on site at guest’s place of business. These segments could be divided
between multiple shows. There are 4 segments per show. Content must have national merit.
5)Support of campaign on all of our social media sites.
6)Distribution on podcast media sites, including; Apple Podcast (formerly iTunes), TuneIn,
Stitcher, GrapeEncounters.com, Blubrry and others.
HOW WE ACCOMPLISHED A SIGNIFICANT INCREASE IN AIRTIME/VISIBILITY
1)All :30 second spots were upgraded to :60 second spots without exception. This
upgrade alone resulted in the doubling of actual commercial airtime received by the
Atascadero TBID. Grape Encounters’ rate for :60 second spots is $190 additional. In total,
this upgrade gave the TBID $9880 in additional advertising.
2)Whenever possible, we ran additional sponsorship billboards. These additional
billboards resulted in approximately 30% more billboard exposure. Net benefit in
additional airtime was approximately $3700.
3)Grape Encounters was able to sign several new affiliates in the past 6 months,
including: WNWF-AM in Evergreen AL, WBFD-AM in Bedford PA, KACI AM and FM in
The Dalles OR, WVMT AM and FM in Vermont-NY market.
4)Significantly enhanced online presence by linking program to more podcast sites.
We continue to find new podcast sites to make Grape Encounters available on..
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5)19 show rebroadcasts added to the weekly line-up. Over the past 6 months,
numerous affiliates have elected to repeat Grape Encounters for a second and even third
time.
6)Social Media Posting. We make every effort to be vigilant in posting announcements
about happenings in and around Atascadero. We can do more in this area if we are given
frequent updates relevant to the TBID campaign.
PERFORMANCE SNAPSHOT
Here is the current campaign at a glance, taking into consideration show repeats, increase
in network affiliates and bonus promotions. These are weekly averages over the past 6
months.
•Network Radio Affiliates:85,4200
•States with Affiliates Airing Show: 30
•National Broadcast:255,650
•National Rebroadcast:150,600
•Broadcast Station Streaming:135,600
•Podcasts, GrapeEncounters.com: 38,700
•Podcasts available on iTunes: 29,300
•Podcasts, RadioAmerica.com: 18,000
•Podcasts online, other: 87,500
•Podcasts, Social Media: 73,500
•Email Blast: 23,600
•Web Ad Page Views 322,817
*Listenership based upon best estimates and extrapolation of data gathered at time proposal was presented.
CONTENT
Airchecks of commercials, billboards and other content is available for review. Please let
us know what format you would like to receive it in.
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12-MONTH BROADCAST AND MARKETING AGREEMENT
Atascadero TBID
c/o Verdin Marketing
3580 Sacramento Dr Ste 110
San Luis Obispo, California 93401
805-541-9005
We are pleased to present the following promotional schedule on Grape Encounters Radio
and affiliated broadcasts/podcasts. This AGREEMENT is made and entered into by and
between the Atascadero TBID and Right Angle, Inc. doing business as “Grape Encounters
Radio.” (GRAPE ENCOUNTERS)
The Right Angle, Inc. is the parent company of Grape Encounters Radio and its associated
broadcasts, including, but not limited to “Uncorked” and “The Wine is Talking”. Grape
Encounters Radio is a comprehensive broadcast and event-based national entertainment
and marketing company based in Atascadero which shall provide services as outlined.
OVERVIEW:
Grape Encounters presents this proposal at a fraction of our published rates with the goal
of establishing a long-term, highly beneficial relationship for all concerned. It bears
mentioning that we are not just the largest broadcast wine show in America. WE ARE
ATASCADERO: A strong advocate of the City of Atascadero and the Central Coast. To that
end, we have invested heavily in the rejuvenation of the Atascadero Colony District and
have taken tremendous risks to encourage others to invest as we have. To that end, the
Grape Encounters Empourium was built to provide a place for our listeners to congregate
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and experience what we talk about on the radio. We now host visitors who come from all
over the country because of they’ve learned about our community by way of the show. We
point this because we think it is important to note that we have a vested interest in the
success of this campaign far beyond simply generating advertising revenue. Our intent is
to make available to the Atascadero TBID everything we offer, at a fraction of our regular
published rates.
TIME OF PERFORMANCE:
Unless otherwise amended by mutual agreement, the term of the Agreement shall be
October 1, 2019 through September 30, 2020.
SCOPE OF WORK:
The Scope of Work shall include, but not be limited to, the following items
•2 :30 second spots per show on Grape Encounters national broadcast network. ($460
per spot) When available, :60 second spots will be substituted at no additional charge.
•1 Sponsor billboard per week; “This segment of Grape Encounters is brought to you by
the Atascadero…” ($475 per show). Billboards vary in length but usually run :40
seconds or more.
•Prime position web ad on the Grape Encounters Website home page ($500 per month)
•8 show segments per year fully dedicated to the Atascadero TBID and its members.
Shows would be recorded on site at each guest’s place of business. These segments
could be divided between multiple shows. There are 4 segments per show. This is a
minimum commitment and we are certainly open to doing additional segments as
long as the content is newsworthy
•Support of campaign on all of our social media sites.
•Distribution on podcast media sites, including; Apple Podcast (formerly iTunes),
TuneIn, Stitcher, GrapeEncounters.com, Blubrry and others.
•Appearance at select events as required for hosting, emceeing, judging and more.
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COMPENSATION AND METHOD OF PAYMENT:
Services will be conducted on a fixed fee, not to exceed the contractual amount of $12,000.
All reimbursables are included in the contract amount of $12,000 for the campaign period
specified above. Client shall pay $3000 at start of contract and then monthly installments
in the amount of $818.18. Payments shall be made by the 10th of each month for the
corresponding month.
Any additional services authorized by the Atascadero TBID, not included in the scope of
services as defined by this contract, must be approved in the form of an Atascadero TBID
Change Order prior to performing additional work. All additional work authorized by
the Atascadero TBID change order will be compensated at the same unit cost for the
defined services as agreed to in the attached contract.
First payment will be upon approval of this contract by both parties prior to the start of the
campaign.
Payments in excess of the contract amount will not be made unless written authorization
is executed prior to the date of the additional requested work. Any charges incurred
outside of these contract terms will not be authorized for payment. All payments shall be
made to: Grape Encounters.
Grape Encounters
By:_______________________________________________ Date:______________________
David Wilson, President
Atascadero TBID
By:______________________________________________ Date:_______________________
Chairman or Assignee
Grape Encounters Radio • 5812 Traffic Way • Atascadero, CA 93422 •805-464-2630
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ITEM NUMBER: B-3
DATE: 08/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Atascadero Colony Days Events Support Application
RECOMMENDATION:
Provide staff direction on event sponsorship of 2019 Atascadero Colony Days Events.
DISCUSSION:
The Atascadero Colony Days is the annual celebration of the founding of Atascadero.
This event features a historic re-creation of Tent City, an evening concert, and a parade.
The event takes place on Friday, October 4 and Saturday, October 5. Of the 5,000
anticipated attendees, about 250 are expected from outside of SLO County.
The Atascadero Colony Days Committee has requested financial support of $10,000.
FISCAL IMPACT (GL 2802):
$10,000.
ATTACHMENTS:
1. 2019 Atascadero Colony Days Events Support Application Form
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1
Dear Interested Organization,
The Atascadero Tourism Business Improvement District (TBID) was established to promote
Atascadero as an overnight destination. The mission of the Atascadero TBID is to
encourage visitors to discover what makes Atascadero a simply genuine travel destination
resulting in increased revenue for the local community.
We appreciate the efforts of community partners to design events that attract visitors to
Atascadero and would like to offer our support of those events that align themselves with
the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing
efforts are set aside each year to help maximize the effect of these efforts. If you would like
to be considered for support, please complete the following application. The application
must be received at least 12 weeks in advance of the funding deadline to request
support from the Atascadero TBID. Unfortunately, we are unable to provide assistance
for all events, but please know each request will be considered thoroughly.
In order to qualify for event sponsorship, your organization must meet the following
requirements or provide a three-year plan detailing how you will ultimately meet these
requirements:
1.Support the Visit Atascadero mission
2.Attract visitors from outside San Luis Obispo County
3.Encourage overnight stays of one night or more
4.Obtain the necessary ABC permits, law enforcement approval, city permits and any
additional documents needed for the event
5.Provide a detailed event budget
6.Provide post-event metrics which show positive effect on Atascadero tourism
In addition to these requirements, ATBID Board will consider the following factors:
1.Will event be held during off-season or mid-week?
2.Is event new or existing? If existing, how was previously awarded support utilized?
3.Three-year growth plan
4.Attendee demographics
5.Fiduciary responsibility
Please submit application and all additional documents by email to Angelica Ottman
at aott@bigredmktg.com in PDF format. You will receive a confirmation that we have
received the application. Typically, we ask that event planners attend a Board Meeting to
present their event to the Board which provides an opportunity to ask questions. Atascadero
TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30
p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
Thank you,
Angelica Ottman
Destination Management Consultant
Atascadero Tourism Business Improvement District
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Atascadero Colony Days Events Support Application
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Event Support Application Form
Requesting Organization: _______________________________________________
Contact: _________________________ Phone Number: _______________________
Email: ____________________________ Mailing Address: ____________________
City, State, Zip: ________________________________________________________
Name of Event: ________________________________________________________
Event Description: _____________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Event Dates/Times: _____________________________________________________
Event Website: ________________________________________________________
Total Anticipated Attendees: _______ Portion From Outside SLO County: _____%
Is this the first year the event will take place? Yes No
If this event has taken place previously, please provide historical data including
attendance numbers: __________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
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How will the event be advertised? What resources will be used to advertise? What
geographic locations will be targeted? ____________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Crowd Control Safety Plan:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Will the event require an ABC Permit? Yes No
Has a City permit been issued for your event or contracted the venue for your
event date? Yes No
Support Requested (desired monetary amount or in-kind marketing support): _______
______________________________________________________________________
Describe how the event supports Visit Atascadero’s mission and goals:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
______________________________________________________________________
______________________________________________________________________
X
X
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4
______________________________________________________________________
______________________________________________________________________
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Rules and Regulations for Event Coordinators
•Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
•Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
•Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
•Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
***Please include a detailed event budget and marketing strategy. Feel
free to attach additional information for consideration with
application.
***You must submit copies of additional required documents two
weeks prior to event. The Atascadero TBID Board reserves the right to
withdraw funding if the appropriate documents are not obtained for
the event.
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IMPORTANT: Future ATBID event sponsorship funding requests may
be affected should any discrepancies, including, but not limited to,
event application, planning, marketing materials or website, be
brought to ATBID’s attention.
Applicant Signature __________________________ Date ___________
In case of questions or the need for clarification, please contact Destination
Management Consultant, Angelica Ottman at aott@bigredmktg.com.
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ITEM NUMBER: B-4
DATE: 08/21/19
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.
The following presentation will recap the 2019 event.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.2019 Tent City Marathon Recap Presentation
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Photos from the event
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Breakdown of Participants
●723 registrants
●500-900
Spectators
●Over 100
volunteers
●61% are from
California
●41% of the
total number of
participants
are from out of
the county
●8 people are
from out of the
country
Advertising
The Visit Atascadero Logo was predominantly displayed on the race website as
well as a heading bar that will goes across the top of EVERY page of the website.
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Advertising
All signs, t-shirts, finish line photo area and postcards included the Visit
Atascadero Logo:
Number of Participants
2018
943 participants 800-900 spectators
April, 7th 2019 Numbers
723 participants with 600-700
spectators
April, 7th 2019 Projections
Aprox 900 -1,000
With 800-900 spectators
The Problems
●County Permits
●Within City Limits Issues
●Sunken Gardens Power Shut Down
○No race photos
○Vendors couldn’t vend
○Finish Line Deflated
●Vandals dumping out water and
stealing race fuel
●Tipped over porta potties
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Thank you for your time!
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ITEM NUMBER: B-5
DATE: 08/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Strategic Planning Discussion
RECOMMENDATION:
Discuss and provide staff direction on 2019/2020 Marketing efforts.
DISCUSSION:
The ATBID contracted marketing firm, Verdin, will present a comprehensive overview of
recommended Visit Atascadero marketing efforts, initiatives, goals and strategies for the
2019/2020 fiscal year. The presentation will also review marketing efforts, statistics,
campaigns, learnings and achievements from Visit Atascadero’s 2018/2019 fiscal year.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
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ITEM NUMBER: B-6
DATE: 08/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Draft 2019/2020 Visit Atascadero Budget
RECOMMENDATION:
Approve 2019/2020 expenditure budget for Visit Atascadero.
DISCUSSION:
The draft 2019/2020 budget shows changes and updates in anticipated expenditures for the
2019/2020 fiscal year, and incorporates the amounts approved by City Council. The
proposed budget shows the comparison from the 2018/2019 budget for category-by-category
reference.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.Draft 2019/2020 Visit Atascadero Budget
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GL #Notes
REVENUE PROJECTIONS
1100 2% BID Revenue July 2019 - June 2020 284,000.00$ Awaiting figures from City finance department. Current figures are
based on previous year
1200 Estimated Fund Balance from 2018/2019 270,780.00$
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 5,500.00$
Total 560,280.00$
Budget
2018/2019
Budget
Reference
2019/2020
Proposed Budget
% of Total
Budget
2100 Admin 42,110.00$ 38,085.00$ 6.71%
2101 City Admin Fees 2,610.00$ 2,610.00$
2102 Office Expense 5,000.00$ 2,500.00$
2103 Operating Supplies and misc. expenses 2,000.00$ 1,000.00$
2104 Lodging Ordinance Enforcement 5,000.00$ 4,000.00$
2105 Big Red Marketing 9,000.00$ 9,375.00$
2106 Verdin 18,500.00$ 18,600.00$
2200 ATBID Management 22,250.00$ 20,812.00$ 3.67%
2201 Board Management & Coordination 10,250.00$ 8,625.00$
2202 Financial Management 8,000.00$ 8,512.00$
2203 Strategy 4,000.00$ 3,675.00$
2300 Visual Assets and Branding 56,000.00$ 49,800.00$ 8.77%
2301 Photography & Video 4,000.00$ 1,800.00$
2302 Creative Services - Verdin Scope 30,000.00$ 30,000.00$
2303 Creative Services - Out of Scope 4,000.00$ -$
2304 Promotional Items & Visit Atascadero Brochure 18,000.00$ 18,000.00$
2400 Digital Marketing 33,150.00$ 32,200.00$ 5.67%
2401 Website Updates 3,750.00$ 3,000.00$
2402 Social Media contest hard costs 1,000.00$ 1,000.00$
2403 Social Media/Contest Management 18,600.00$ 18,800.00$
2404 E-Newsletter 9,800.00$ 9,400.00$
2500 Advertising 124,150.00$ 91,623.00$ 16.14%
2501 Planned Media Buys 75,000.00$ 59,550.00$
2502 Reactive Advertising & Co-Ops 43,150.00$ 26,073.00$
2503 Verdin Media Retainer 6,000.00$ 6,000.00$
2600 Public Relations $12,500 7,500.00$ 1.32%
2601 FAMs/ Individual Itineraries 8,250.00$ 3,500.00$
2602 PR Retainer & Reactive Planning 6,000.00$ 4,000.00$
2700 Tour & Travel $23,500 20,000.00$ 3.52%
2701 Trade Show 20,000.00$ 20,000.00$
Includes registration and firm
attendance fees.
2800 Consumer Outreach $66,000 51,000.00$ 8.98%
2801 Event Sponorship 50,000.00$ 45,000.00$
2802 Management of Event Sponorship 6,000.00$ 6,000.00$
TOTAL EXPENSES 379,660.00$ 311,020.00$
3001 Cash Reserves 52,111.00$ 56,785.00$ 10%
Contingency
4001 Contingency Fund (unallocated)89,339.00$ 200,045.00$ 35.23%
TOTAL Budget 521,110.00$ 567,850.00$
ATBID 2019/20 Proposed BUDGETED P&L
B-6ITEM NUMBER:
DATE:
ATTACHMENT:
08/21/19
1
Page 46 of 55
ITEM NUMBER: B-7
DATE: 08/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Destination Management and Marketing Agency RFPs
RECOMMENDATION:
Approve Destination Management and Marketing Agency RFP timeline.
DISCUSSION:
The timeline shares upcoming tasks, decisions, and expectations for the destination
management and destination marketing requests for proposals.
It is recommended that the ATBID chair appoint an AdHoc Committee to assist the RFPs
review process.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.Visit Atascadero Request for Proposals Timeline
Page 47 of 55
Visit Atascadero Request for Proposals Timeline
Applicable to RFP for both destination management and destination marketing services
August 21: Regular Atascadero TBID Board Meeting.
•Agenda to include review and approve timeline for destination management and
destination marketing RFPs
•Chair to appoint AdHoc Committee to review RFPs
August 22: Pending Board approval of timeline, RFPs to be publicly released
•Press Release to publish to the Media and Marketing companies in SLO County a long
with information posted on www.VisitAtascadero.com under Media Page and
www.Atascadero.org under Latest News & TBID Page. E-Newsletter to also be published
to Lodging Owners.
•ATBID Board, staff and consultants to receive a copy of the RFP to distribute if desired.
September 20: Deadline for all proposal submissions
September 23 – 25: AdHoc Committee to review submitted RFPs
September 27: Two-four management and two-four marketing firms may be notified if they
have been selected to present at the October ATBID Board Meeting (should the AdHoc
committee request presentations)
October 16: October ATBID Board Meeting
•Possible presentations from top firms
•Board to submit questions to firms for additional insights
November 1: Firm deadline to respond to Board questions in writing
November 20: ATBID Board to make recommendation of management and marketing firm for
confirmation by Atascadero City Council
December 10 (pending): Atascadero City Council meeting to confirm recommendation of firms
for management and marketing services
March 1, 2020: Start of 16-month contracts for services in the areas of destination
management – March 1, 2020 and destination marketing – March 10, 2020.
B-7ITEM NUMBER:
DATE: ATTACHMENT:08/21/19
1
Page 48 of 55
ITEM NUMBER: B-8
DATE: 08/21/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file Marketing Statistics Report.
DISCUSSION:
In July Atascadero had a reduced media spent programmatically and on social media,
but the overall results stayed strong with a 30% YOY increase to the website and strong
CTR's for their advertising.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.July Statistics Summary
Page 49 of 55
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
JULY STAT SUMMARY
ATASCADERO TBID
August 1, 2019
WEB ANALYTICS (2019 vs. 2018)
WEBSITE TRAFFIC
Page Views:
15,408 vs. 11,827 (+30%)
New Visitors:
5,897 vs. 4,378 (+35%%)
Total Sessions:
8,045 v. 5,319 (+51%)
Mobile Views: 3,653 (+43%)
Desktop Views: 2,307 (+33%)
PPV (Page Per Visit):
1.92 (-13%)
TOS (Time on Site):
0:02 (-11%)
ACQUISITION
Direct: 1,557 (+9%)
Social: 291 (+25%)
Organic: 4,022 (+68%)
Referral: 654 (-0.1%)
GEOGRAPHIC REFERRALS
San Francisco: 903 (+78%)
Atascadero: 1,178
Los Angeles: 783 (+82%)
Paso Robles: 640 (+76%)
Chicago: 417 (+8,240%)
Ashburn: 114 (+1,528%)
Greenfield: 74 (+57%)
Arroyo Grande 69 (+116%)
Los Osos: 63 (+26%)
PAGE VIEWS
Things to Do: 1,061
(+13%)
Things to Do/Parks: 776
(+34%)
Home: 1,174 (-55%)
Events: 1,612 (+22%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,514 (+361)
Impressions: 67,525
Organic: 34,420
Paid: 27,435
Reach: 49,006
Engagements: 3,008
Top Post: Blake Shelton Giveaway
Reach: 4,991
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 1,954
New Followers: 387
Likes received: 561
Comments received: 16
Main audience: Women under 44
Twitter Followers: 263
Reach: 7,996
Engagements: 16
Main audience: Reporters and Destinations
B-8ITEM NUMBER:
DATE: ATTACHMENT:08/21/19
1
Page 50 of 55
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The July e-newsletter went out on Tuesday, July 9th. A slightly altered version was sent to un-
opens on Thursday, July 11th. July’s e-newsletter was summer in Atascadero themed featuring local
breweries, mini golf, Zoofari, CMSF shuttle stops, and CiderFest. It finished with a CTA to plan their
stay in Atascadero.
Totals for Campaign:
•13.5% Open Rate
•1.2% Click Through Rate
GOAL: Increase average open rate and click through rate while keeping subscribers and
organically adding to the subscriber list.
A specific CMSF Shuttle eNewsletter was sent out promoting the Atascadero shuttle stops and
urging people to stay in Atascadero on Tuesday, July 16th.
Totals for Campaign:
•12.9% Open Rate
•0.8% Click Through Rate
E-NEWSLETTER ANALYTICS
A small campaign ran programmatically during July to keep awareness of the destination in traveler's
minds. The same drive markets of LA, Central Valley, and San Francisco DMA were targeted. Due to its
popularity, the outdoor traveler ran in July. As we have seen in the programmatic space for all industries,
summer is slightly more expensive and therefore results are still very strong, but just a bit lower than the
shoulder season.
PROGRAMMATIC VIDEO
Impressions: 42,406 Clicks: 191 CTR: 0.5% Views to 100%: 24,194
FACEBOOK / INSTAGRAM
Facebook and Instagram ran only social media boosted posts in July:
Total Impressions: 28,290 Total Clicks: 1,344 CTR: 0.31%
B-8ITEM NUMBER:
DATE: ATTACHMENT:08/21/19
1
Page 51 of 55
ITEM NUMBER: B-9
DATE: 08/21/19
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 June 30, 2019.
Quarterly TOT increased in the fourth quarter of the 2018/2019 fiscal year when
compared to the same period in previous years. Assessment revenue currently reflects
a 5% increase over originally budgeted amount. The group FAM and PR retainer &
reactive planning areas were the two categories that exceeded budget. However, due to
managing other costs to come in under budget the overall annual expenses are less
than budget. Upon review, all other expenses are in line with expected expenditures
and income. Increased income and reduced expenses compared to initial budget
indicate an annual budget with a larger amount of unspent funds. This will be accounted
for when considering future ATBID opportunities.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 52 of 55
GL #Notes
REVENUE PROJECTIONS July August September October November December January February March April May June Actuals Budgeted
1100 2% BID Revenue July 2018 - June 2019 $3,518.00 $81,756.00 $3,052.00 $7.00 $57,125.00 $3,878.00 $194.00 $38,589.00 $8,631.00 $77,964.00 $274,714.00 261,250.00$
1200 Estimated Fund Balance from 2017/2018 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 515,880.00$
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$ $750 $750 $750 9,050$ 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$ 1,460.05$ 1,448.40$ 1,369.60$ 17,160$ 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 $800 $650 $900 10,250$ 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$ $600 $650 $650 8,000$ 8,000.00$
2203 Strategy 200$ 200.00$ 450.00$ 250.00$ 350.00$ 200.00$ 350.00$ 200.00$ 600.00$ $400 $200 $600 4,000$ 4,000.00$
2300 Visual Assets and Branding 56,000.00$
2301 Photography & Video $2,567.22 2,567$ 4,000.00$
2302 Creative Services - Verdin Scope 3,451$ 5,720.75$ 2,136.60$ 3,995.11$ 1,271.75$ 1,462.74$ 2,416.90$ 1,226.30$ 794.20$ 2,298.40$ 3,138.70$ 27,913$ 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$ 3,108.60$ 3,429$ 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$ 1,875.08$ 1,193.18$ 587.56$ 17,388$ 18,600.00$
2404 E-Newsletter 999$ 805.00$ 742.60$ 854.30$ 801.00$ 801.40$ 792.20$ 796.20$ 772.50$ 885.00$ 680.20$ 8,929$ 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$ 9,722.68$ 1,690.27$ 73,866$ 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$ 818.18$ 818.18$ 16,829$ 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$ 348.20$ 4,888$ 6,000.00$
2600 Public Relations 12,500.00$
2601 Group FAM 5,402.46$ 5,402$ 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$ $315.60 9,689$ 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$ 3,644.73$ 8,064.44$ 12,939$ 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$ $450 $500 $600 6,000$ 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$ $20,712 $26,670 308,988$ 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-9ITEM NUMBER:
DATE:
ATTACHMENT:
08/21/19
1
Page 53 of 55
8/12/19
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 06/30/19 2018-2019
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 261,250$ 274,714$ 266,480$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 3,810 - 2,560
Total Revenue 164,104 246,536 268,231 276,875 265,060 274,714 269,040
EXPENSES
6050000 Office Expense - 5,164 - - 5,000 - 5,000
6070000 Advertising 3,450 86,914 91,005 144,521 144,600 176,005 95,000
6400000 Operating Supplies - 1,217 120 - 2,000 - 2,000
6500000 Contract Services 26,173 105,314 138,414 172,938 221,770 135,931 275,000
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 2,747 2,660
Total Expenses 31,243 206,020 232,639 323,636 379,610 315,108 379,660
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (114,550) (40,394) (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$ 278,285$ 140,200$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-9ITEM NUMBER:
DATE:
ATTACHMENT:
08/21/19
2
Page 54 of 55
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$ 236,855.54$ 405,493.44$ 1,390,031.65$
Fiscal Year 2020
B-9ITEM NUMBER:
DATE:
ATTACHMENT:
08/21/19
3
Page 55 of 55