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Home My WebLink AboutTBID_2019-01-16_MinutesADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT MINUTES Wednesday, January 16, 2099 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. Atascadero TBD January 16, 2019 Page 1 of 4 B. BUSINESS ITEMS 1. Election of Vice Chairnerson 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. Atascadero TBID January 16, 2019 Page 2 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 caN 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 CaISAE and the Rack Card (Exhibit C). Board Member O'Malley left the meeting at 3:42 pm. PUBLIC COMMENT: None. Atascadero TBID January 16, 2019 Page 3 of 4 The Marking Statistics Report was received and filed by the Board. Due to a lack of quorum, the following items were not discussed: 7. Monthly Budget Rernort • Recommendation: Receive and file Budget Report. [Big Red Marketing] • Fiscal Impact: None. The Budget Report was postponed until the February meeting. 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 (Exhibit D) D. BOARD MEMBER COMMENTS . E. ADJOURNMENT 1. Chairperson Alexander adjourned the meeting at 3:42 p.m. �. MINUTES PREPARED BY: Hann Mj ising r, estination 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 Atascadero TBID January 16, 2019 Page 4 of 4 _ ATBID Minutes Exhibit A _ Date: - , ��-c.• G l `t MEDIA PROPOSAL VISIT ATASCADERO January 7, 2019 The following information pertains to the January through June 2019 media plan created for Visit Atascadero. After a deep dive into the results of the July through December media plan, as well as last year's media schedule, we are continuing with the same strategies with a few variations: • Overall the fall media plan, (July 1 - December 31) came in under budget. Both digital platforms started late due to the creative assets. Budget that was not used has been moved into the 2019 media plan. The introduction of Verdin's new in-house programmatic buying platform has dramatically increased the success of the digital campaigns, along with adding many new opportunities. For 2019 we would like to introduce retargeting campaigns, where users that have previously clicked on a video would get a static digital ad promoting various upcoming Atascadero activities or events. Up to 15% of the monthly programmatic budget could be dedicated to retargeting monthly. This will not affect the total monthly budget. Based on new targeting and technology changes, large city populations can now be targeted simultaneously each month. In the past, we have rotated locations. In 2019, we will be running the same creative in San Francisco, LA suburbs, Bakersfield, Visalia and Fresno simultaneously. We will monitor the results of these campaigns closely to optimize if performance declines. • The bulk of the budget has been placed into the most desirable shoulder months of February -April. January campaign will begin after travelers have recovered from the holidays, around 1114. Conversely, the May campaign will end just prior to Memorial Day. • In February, we are recommending a test campaign targeting meeting planners. Since many planners are beginning to look for 2020 locations, we hope to generate some excitement for the new facility being built in Atascadero. This test campaign will target Sacramento, as a follow up to the Cal SAE conference, using our in house programmatic platform. If this test campaign performs well, we will discuss expanding the meetings campaign into other months and locations. t (80 5) 5 41- 900 5 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINNARKETING.COM ATBID Minutes Exhibit B W Date: c t C 2ND QUARTER STAT SUMMARY ATASCADERO TBID January 8, 2019 Based on the approved fall media plan, advertising utilized two platforms during the second fiscal quarter: Programmatic advertising and Facebookllnstagram. New creative began October first, featuring multiple motion graphic video ads targeting the outdoor traveler and the comfort seeker traveler. The outdoor traveler persona was served three ads, with the following topics: horseback riding, adventure Hummer rides and disc golf. The comfort seeker persona also had three videos featuring: dance parties, wine time and small town charm. All video ads were served on both Facebookllnstagram and programmatically. FACEBOOK Even with the dramatic changes to the algorithms within in 2018, the 2nd quarter advertising campaign for Atascadero performed very well. Below is a summary of the totals, including all ads and posts. The best performing video was the horseback riding video with 4,000 link clicks and for the comfort seeker persona the dance party video strongly out performed the other two with 2,182 link clicks. Total Impressions:1,011,648 Total Link Clicks: 29,159 CTR: 3.62 Video views to 100%:121,653 Year over Year: The results of Facebook and Instagram year over year with almost the same budget were impressive. Total link clicks this year were 83% improved over last year. Video views to 100% improved 242% over 2017. Totals for the same period in 2017 are as follows: Impressions:1,008,158 Total Link Clicks:15,944 CTR:1.87% Views to 1OO%: 35,410 PROGRAMMATIC ADVERTISING The 2nd quarter programmatic advertising campaign was served through Verdin's new in house programmatic platform. The targeting capabilities offered excellent results. The three-month totals are as follows: Impressions: 669,518 Total Clicks: 3,200 Average CTR: 0.5% Visitors captured available for retargeting campaigns: 17,333 Year over Year comparisons are difficult since last year Travel Spike was utilized at a higher price over 2018's programmatic. While Travel Spike offered slightly higher clicks, only one type of animated display advertising was available and no retargeting possibilities were offered. t (8 05) 541.9005 f (80 5) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM A town rooted in history, surrounded by rolling hills and miles of open sky. Located off the Famed Highway 101, Atascadero is accessible, affordable and ready to accommodate your meeting, ACCOMMODATIONS SPRING SUITESCARLTON HILL HOTEL • HOLIDAYEXPRESS INN EXPRESS � GEST WE5TERN � PORTOLA !NN � VINO INN & SUITES AMERICA'S $EST VALUE INN MOTEL 6 ^ O ATASCADERO rte. MISSION COTTAGES Internet/ Complimentary�� On -Site Conference Wifi Hot Breakfast Oining Room Group Bush Business Rates 9 Parking `' Center JUDGING HISTORY 2018 Judges Favorite Shave N' Flav of Paso Robles: 11 Place in two of the three categories, Gourmet and Traditional! La Luz del Mundo of Paso Robles: 11 Place for Sweet Tamales! Sweet 2nd Place: Nohemi's Concessions, Riverside 31 Place: Atascadero Apostolic Church Gourmet 2011 Place: Frutila.nd La Casa del Sabor, Arroyo Grande 3s4 Place: Los Delicias de Zacatecas, San Luis Obispo Traditional 21 Place: Que Pasa Mexican Cafe, Atascadero 3rd Place: Tia Juanitas, Atascadero People's Choice Garcia'a Restaurant, Atascadero: 15t Place in all three categories! sweet 211d Place: La Luz del Mundo, Paso Robles 3rd Place: La Luz del Mundo, Santa Ana Gourmet 21 Place: La Luz del Mundo, Paso Robles 3'" Place: Gareia's Tamales, Paso Robles Traditional 2nd Place: La Luz del Mundo, Paso Robles 31 Place: La Luz del Mundo, Santa Ana 2017 JudgeS Favorite (Traditionalonly) People's Choice (Traditional only) 11 Place. La Luz Del Mundo, 11 Place: Garcia's Restaurant, Santa Ana Atascadero 21111 Place: Shave N Flav, Paso Robles god Place: Dos Hermans, San Miguel 3111 Place: Dos Hermanos, San Miguel 3r4 Place: Shave N Flav, Paso Robles Honorable Mention: Kiwanis of Ataseadero 2oi6 Judges Favorite (Traditional only) People's Choice (Traditional only) 1 111 Place: Shave N Flav, Paso Robles 11 Place: La Luz Del Mundo, tad Place: Los Pablanos Paso Robles 3"4 Place. Mr. C's Kitchen 2011 Place: Atascadero Apostolic Church RIBUNE QW* PASA! --,AM rnr;uu � el"C' 93 S KIDI � "'mn"n"` COLONY SCHEDULE OF EVENTS Steps of Historic City Hall - DJ Manuel Medina & Emcee Franky City Hall Stage: 11:00 AM - 12:30 PM "Best Tamale" Judges Choice taking place inside W Entrada Sta a Downtown:' 12PM Dork Band Performs t 2:18pm Chihuahua Costume Contest & Fashion Show L 3Fm Los Gatos Locos Perform Information Booth: 11:00 AM - 1:00 PM Register for the Tamale Eating Contest and ¢ v Chihuahua, Costume Contest. Registration closes at 1pm. FREE To ATTEND - FUN FORTHE WHOLE FAmiLy"17 CO 4-0 SUNKEN GARDENS, ATASCADERQ Q ❑ City Hall - Not open to the public 11:00 AM Event kickoff: Falcon Flyover with Mayor Heather Moreno & Mariachi Mexdcanisimo Band 12:00Pne Grupo Folklorico Dancers from Paso Robles 12:00 - 12:30PM Horses & Birds of prey viewing 12:30PM Performance by Soloist Manuel Enrique 1:0OPM Mexican Dancing Horses & Trip Roper performance 2:30 FM Que Pasa Mexican Grill's Tamale Eating Contest 3:30PM Ricky Montijo performs 5:OOrM Announcement of winners of Judges Favorite, People's Choice Tamales W Entrada Sta a Downtown:' 12PM Dork Band Performs t 2:18pm Chihuahua Costume Contest & Fashion Show L 3Fm Los Gatos Locos Perform Information Booth: 11:00 AM - 1:00 PM Register for the Tamale Eating Contest and ¢ v Chihuahua, Costume Contest. Registration closes at 1pm. FREE To ATTEND - FUN FORTHE WHOLE FAmiLy"17 CO 4-0 SUNKEN GARDENS, ATASCADERQ Q ❑ COTE FOR TtrE PEOPLE'S CHOICE TAMALE! 1 Atascadero Apostolic Church 2 Barrett's Tamales 3 Ben & Jerry's 4 Ca.rndonagh Kitchen 5 Central Coast Cafe 6 Dos Hermanos 7 El Compadre 8 Garcia's Restaurant S Garcia's Tamales 10 La Luz Del Mundo - Ontario 11 La Luz Del Mundo - Paso Robles 12 La Luz Del Mundo - Santa Ana. 13 La Parilla 14 Labors of the Harvest 15 Las Delicias De Zaca Tecas 16 Los Osos Mexican Market 17 Los Tamales Poblanos 18 Maria's Catering 19 Mary's Cuisine Catering 20 Me Gusta Gourmet Tamales -Garcia 21 Nohemis Catering & Kettle Corn 22 Orale Tacqueria 23 Panaderia Carmehta 24 Park Street Kitchen 25 Que Pasa, 26 Railroad BBQ 27 Shave N Flav 28 So -Cal Tamal & Churro Co. 29 Taco Stand 30 Tacqueria 805 31 Tamale Fiesta 32 Vegetable Butcher 33 Me Gusta Gourmet Tamales -Ortega https://SurveyMonkey.com/r/TamaleFest LEWIS AVE. �� Humane ' Society pet pull y ' PALMA AVENUE - t AN'i.3uM � Z W4 ■ Food Alcohol ® Tamales 0 Merchandise Fl CAMINO REAL .t� Bungy Jump Course CITY HALL Tamale Contests Entertainment Zone Zorbing Balls i Beverages & Tickets Obstacle Course THE JUG ❑ �� r 0 13 OLS[RYW VIP ,uoppc►s lARRAW ,,,ODES P fit