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HomeMy WebLinkAboutTBID_2019-08-21_MinutesADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT MINUTES Wednesday, August 21, 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: Chairperson Alexander, Board Member Sohi, Board Member O'Malley, Board Member Mahar. Vacant: None. Absent: Vice Chairperson Dawson. Staff Present: Destination Management Consultant Hanna Meisinger, Destination Management Coordinator Kylee Corliss, Destination Management Consultant Amanda Diefenderfer, Marketing Consultant Ashlee Akers, Marketing Consultant Megan Albee, and Deputy City Manager/Outreach Promotions Terrie Banish. APPROVAL OF AGENDA: MOTION: By Chairperson Alexander and seconded by Board Member Sohi to approve the agenda. Motion passed 4:0 by a roll call vote. PUBLIC COMMENT: None. A. CONSENT CALENDAR 1. ATBID Draft Action Minutes — May 21, 2019 • Recommendation: Approve the Draft Action Minutes of May 21, 2019. [Big Red Marketing] 2 Revised ATBID fill' ♦ i 16 201 ReE;E)mrnendg!igg�AppFc)vethp.FL-�.�ac;mARtAthpMmn6itesefiaR6iap�162C)lg. [Bog Der! MaFketiRgj ' Red Atascadero TBID August 21, 2019 Page 1 of 5 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 I 11 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] MOTION: By Board Member Sohi and seconded by Board Member O'Malley to approve the consent calendar for all items except A-2 due to it being incorrectly included. Motion passed 4:0 by a roll call vote. 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. Jessica Bohon, representing the Central Coast Cider Association, presented the event recap n and answered questions from the Board. At 2:44 p.m., Vice Chairperson Dawson arrived to the Board Meeting. PUBLIC COMMENT: None. The Central Coast Cider Fest recap presentation was received and filed. 2. Right Angle Inc. Contract Recap Presentation • Recommendation: Receive and file recap presentation reviewing the 2018-2019 contract. [Right Angle Inc.] • Fiscal Impact: None. David Wilson with Grape Encounters (Right Angle Inc.) presented his recap and proposal which included an audio sample of the show. Wilson answered questions from the Board and Verdin Marketing. Verdin Marketing will follow up with Wilson to gather more specific information and statistics. PUBLIC COMMENT: None. The Right Angle Inc. recap presentation was received and filed. l Atascadero TBID August 21, 2019 Page 2 of 5 3. Atascadero Colony Days Events Support Application • Recommendation: Provide staff direction on event sponsorship of 2019 n Atascadero Colony Days Events. [Atascadero Colony Days Committee] • Fiscal Impact (GL 2502): $10,000 Nick Matson, Board president for Atascadero Colony Days, presented sponsorship opportunities to the Board for the upcoming Colony Days event and distributed an informational sheet about Colony Days (Exhibit A). Matson answered questions from the Board. The Board encouraged Matson to provide additional statistics on visitors and overnight stays to the region, as well as a marketing plan to attract out -of -county guests. The Board agreed to provide in-kind marketing support. PUBLIC COMMENT: None. MOTION: By Board Member O'Malley and seconded by Chairperson Alexander to provide in-kind support to the Atascadero Colony Days Event and request staff collect additional information regarding out -of -county guests for potential discussion of future opportunities. Motion passed 5:0 by a roll call vote. .4. Tent City Marathon Recap Presentation • Recommendation: Receive and file recap presentation on the 2019 Tent City Marathon. [Vitality Fitness] �j • Fiscal Impact: None. An event recap was presented by Victoria Hartt, organizer of the Tent City Marathon. Victoria discussed the event and concluded that she will not be holding the event in the future and answered questions from the Board. PUBLIC COMMENT: None. The Tent City Marathon recap presentation was received and filed. 5. Marketing Strategic Planning Discussion • Recommendation: Discuss and provide staff direction on 2019/2020 Marketing efforts. [Verdin] • Fiscal Impact: None. Ashlee Akers of Verdin Marketing provided the Board an update on upcoming marketing efforts. Akers also presented a new campaign called Burgers and Brews, which will launch at the end of 2019. Akers answered some key questions from the Board that Verdin will dive into as they look at their direction in 2020. PUBLIC COMMENT: None. I MOTION: By Board Member O'Malley and seconded by Vice Chairperson Dawson to approve the 2019/2020 marketing strategic plan. Motion passed 5:0 by a roll call vote Atascadero TBID August 21, 2019 Page 3 of 5 6. Draft 2019/2020 Visit Atascadero Budget • Recommendation: Approve 2019/2020 expenditure budget for Visit Atascadero. [Big Red Marketing] 5• Fiscal Impact: None. Agenda item B-6 was tabled until the September 18, 2019, Board Meeting. At 4:05 p.m., Board Member Sohi excused himself from the Board Meeting. 7. Destination Management and Marketing Agency RFPs • Recommendation: Approve Destination Management and Marketing Agency RFP timeline. [Big Red Marketing] • Fiscal Impact: None. Amanda Diefenderfer presented a timeline for the upcoming Destination Management and Marketing Agency RFPs and answered questions from the Board. Chairperson Alexander appointed an Ad Hoc committee to review the RFPs received. Board Member O'Malley and Board Member Sohi were nominated to be on the committee. At 4:05 p.m., Board Member Sohi excused himself from the Board Meeting. PUBLIC COMMENT: None. MOTION: By Board Member O'Malley and seconded by Chairperson n Alexander to approve the Destination Management and Marketing Agency RFP timeline. Motion passed 4:0 by a roll call vote 8. Monthly Marketing Statistics Summary • Recommendation: Receive and file Marketing Statistics Report. [Verdin] • Fiscal Impact: None. Agenda item B-8 was tabled until the September 18, 2019 Board Meeting. 9. Monthly Budaet Report • Recommendation: Receive and file Budget Report. [Big Red Marketing] • Fiscal Impact: None. Agenda item B-9 was tabled until the September 18, 2019 Board Meeting. C. UPDATES 1. Visit SLO CAL TMD Update — Board Member Sohi — This update was tabled. 2. Visit SLO CAL Marketing Committee Update — Verdin — This update was tabled. 3. Destination Management Update — Big Red Marketing — Destination Management Consultant Hanna Meisinger shared updates from the Big Red Marketing team. 4. City Business Update — City Manager's Office — Deputy City Manager Terrie Banish, discussed a Mid -State Fair recap — buses and marketing efforts were very successful. Banish also discussed the success of Cruise Night and Dancing in the Streets. Atascadero TBID August 21, 2019 Page 4 of 5 n C. BOARD MEMBER COMMENTS: Chairperson Alexander encouraged Board Members to put the meetings on the calendar and stressed the importance of attending the meetings to keep the momentum going. Board Member O'Malley asked for meeting feedback from Board Member Mahar. E. ADJOURNMENT Chairperson Alexander adjourned the meeting 4:47 p.m. MINUTES PREPARED BY: Management Coordinator Exhibit A — Colony Days Information Sheet APPROVED: September 18, 2019 Atascadero TBID August 21, 2019 Page 5 of 5 ATBID Minutes ExMbitA ktasca(fero Cohon-flam. a-fs POST OFFICE BOX 1913 ATASCADERO, CALIFORNIA 93423 ABOUT COLONY DAYS—ATASCADERO'S PREMIER COMMUNITYCELEBRATION Atascadero Colony Days Committee is a 46 -year old 501(c)(3) nonprofit organization funded through tax-deductible donations, sponsorships, event sales and vendor fees. Our board of 13 members is well- rounded with experienced members, specialized skilled directors, and local business and community leaders. CKl)PLOW& IT:VRyu 1 M1 C410 Our mission each year is to provide free community events for all ages in celebration of Atascadero's history since 1913. These events include Atascadero Colony Days Parade and Historic Tent City Festival, and the 4th of July Bluegrass Freedom Festival. HISTORIC TENT CITY & TENT CITY AFTER DARK In order to establish a growth plan for fundraising to meet expenses for the upkeep and production of the Historic Tent City each year, we have established Tent City After Dark as a fundraising concert in which we will raise money through ticket sales, food and drink sales, and other activities TBD. Last year, we took a big step forward in securing higher profile musical talent and produced sales onsite through our Tent City Diner. It was a glimpse at the potential for our event, using the Historic Tent City as an evening backdrop on a beautiful autumn evening. Although it was a financial hit for the organization, everyone involved came away with optimism that this was going to be a very big deal as we continue to improve it. This year, we have secured three very popular local bands — Moonshiner Collective, Bear Market Riot, and Arthur Watership. Each carry a great local and regional following. Our diner crew returns with a year of experience and confidence in taking the diner sales to a higher level, and they dress in 1916 costumes to add to the overall Tent City ambiance. We will have a professional restaurant manager running the wait staff to serve several VIP tables and manage the grounds during the event. OUR GOAL FOR TENT CITY AFTER DARK Tent City is becoming a centerpiece to Colony Days, and a hub of activity that is unique among regional events and community celebrations in that our authentic tents provide a hardy backdrop for a one -of -a - kind experience. Our hope is to build Tent City After Dark into a supporting piece of the Historic Tent City Festival and continue to expand the footprint and quality of production for Tent City in the years to come leading up to our 50th anniversary of Colony Days in 2023. STATISTICS AND VALUE Colony Days Parade and Historic Tent City Festival bring thousands of people downtown Atascadero from 9 a.m. to 4 p.m. Last year, we saw about 250 people attend Tent City After Dark. With the evolution of Tent City After Dark and the growth of interest in our period actor groups, we have created a valuable and entertaining Friday night event to bring several hundred of people to Atascadero for the weekend. With a dozen hotels within a short drive of Sunken Gardens, we offer easy access to a two-day event with a one -of -a -kind atmosphere that sets Atascadero apart from other events in California. Our Royalty Reception moving to Thursday before the event brings another day into the fold to extend that opportunity to attract visitors and guests to our community and offer them a unique experience. Colony Days as an event and a brand has never been stronger. Tent City has grown to be a strong part of our event, after 15 years of production. We are actively outreaching to under -recognized groups to promote inclusion and integration of all parts of our community for a more welcoming environment and complete community celebration. Colony Days week & more • Sunday, Sept. 29 at 2 p.m.: Colony Tea at Atascadero Bible Church in fellowship hall • Thursday, Oct. 3 at 5:30 p.m.: Colony Days Royalty Reception in Tent City; Parade packet pick • Friday, Oct. 4,830 to noon: AUSD third-grade field trip to Tent City • Friday, Oct. 4,430 to 10 p.m.: Tent City After Dark concert in Sunken Gardens • Saturday, Oct. 5: Schedule of events for Friday, Oct. 4 • 5:30 to 10 p.m.: Food & beverage sales 6 p.m.: Arthur Watership • 7:15 p.m.: Bear Market Riot • 8:30 p.m.: Mooshiner Collective Schedule of events for Saturday, Oct. 5 • 7 to 9 a.m.: Lions Club Pancake breakfast • 8 a.m.: Pick up parade packets in the parking lot of CoastHills • 10 a.m.: Colony Days Parade begins at Davis Auto Body on El Camino Real and ends at West Mall and Palma Avenue. • 10 a.m. to 4 p.m.: Tent City re-enactment in Sunken Gardens. There will also be a variety of vendors, entertainment and food in and around the Sunken Gardens. • 10:30 a.m. to 12:30 p.m.: Dogtoberfest wiener dog race registration • 11 a.m. to 2 p.m.: Free tours of city hall led by Atascadero Historical Society docents • 11:30 a.m.: Bremen Town performs on the Tent City stage • 12:30 p.m.: Parade awards on Tent City stage • 12:45 p.m.: Pie Eating Contest in Tent City • 1 to 2:30 p.m.: Dogtoberfest Wiener dog and small dog races • 1 to 4 p.m.: Atascadero Historical Society museum open to the public 1:30 pm.: Community Church of Atascadero choir sings on the Tent City stage • 2 p.m.: Pie Eating Contest in Tent City 2:30 p.m.: Dogtoberfest Pet Costume contest (any size dog can participate) 2:30-4 p.m.: Bremen Town performs on the Tent City stage