HomeMy WebLinkAboutTBID_2019-11-20_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Agenda
Wednesday, November 20, 2019 at 2:30 P.M.
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Deana Alexander, The Carlton Hotel
Vice Chairperson Jaclyn Dawson, SpringHill Suites by Marriott
Board Member 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 – October 16, 2019
•Recommendation: Approve the Draft Action Minutes of October 16, 2019. [Big
Red Marketing]
B.BUSINESS ITEMS
1. Cider Fest Presentation to Request Event Sponsorship
•Recommendation: Approve event sponsorship for the 2020 Central Coast Cider
Festival. [Central Coast Cider Association]
•Fiscal Impact (2802): $15,000.
2.Central Coast Reserve Weekend’s Atascadero Lakeside Wine Festival Event
Sponsorship Presentation
•Recommendation: Receive and file Central Coast Reserve Weekend’s
Atascadero Lakeside Wine Festival event sponsorship presentation. [Atascadero
Chamber of Commerce]
•Fiscal Impact (2802): Up to $5,000.
3.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
4.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
5.Short-term Rental Update – City Manager’s Office
D.BOARD MEMBER COMMENTS
E. ADJOURNMENT
Atascadero Tourism Business Improvement District (ATBID)
WELCOME TO THE ATBID MEETING
The ATBID Advisory Board meets in regular session on the third Wednesday of each month at 2:30 p.m. Board
meetings will be held at the Atascadero City Hall, 6500 Palma Avenue, Atascadero. Matters are considered
by the Advisory Board in the order of the printed Agenda.
Copies of the staff reports or other documentation relating to each item of business referred to on the Agenda
are on file in the office of the City Clerk and are available for public inspection during City Hall business hours
at the Atascadero City Hall, 6500 Palma Avenue, Atascadero, and on our website, www.atascadero.org. All
documents submitted by the public during Advisory Board meetings that are either read into the record or
referred to in their statement will be noted in the minutes and available for review in the City Clerk's office.
In compliance with the Americans with Disabilities Act, if you need special assistance to participate in a
City meeting or other services offered by this City, please contact the City Manager’s Office or the City
Clerk’s Office, both at (805) 470-3400. Notification at least 48 hours prior to the meeting or time when services
are needed will assist the City staff in assuring that reasonable arrangements can be made to provide
accessibility to the meeting or service.
TO SPEAK ON SUBJECTS NOT LISTED ON THE AGENDA
Under the Agenda item, “PUBLIC COMMENT”, the Chairperson will call for anyone from the audience wishing
to speak concerning any item not on the Agenda to approach the lectern and be recognized.
1.Give your name for the record (not required)
2.State the nature of your business.
3.All comments are limited to 3 minutes.
4.All comments should be made to the Chairperson and Advisory Board.
5.No person shall be permitted to make slanderous, profane or negative personal remarks concerning
any other individual, absent or present.
This is the time items not on the Agenda may be brought to the Advisory Board’s attention. A maximum of 30
minutes will be allowed for PUBLIC COMMENT (unless changed by the Advisory Board). If you wish to use a
computer presentation to support your comments, you must notify the City Clerk's office at least 24 hours prior
to the meeting. Digital presentations must be brought to the meeting on a USB drive or CD. You are required
to submit to the City Clerk a printed copy of your presentation for the record. Please check in with the City
Clerk before the meeting begins to announce your presence and turn in your printed copy.
TO SPEAK ON AGENDA ITEMS (from Title 2, Chapter 1 of the Atascadero Municipal Code)
Members of the audience may speak on any item on the agenda. The Chairperson will identify the subject,
staff will give their report, and the Advisory Board will ask questions of staff. The Chairperson will announce
when the public comment period is open and will request anyone interested to address the Advisory Board
regarding the matter being considered to step up to the lectern. If you wish to speak for, against or comment
in any way:
1.You must approach the lectern and be recognized by the Chairperson
2.Give your name (not required)
3.Make your statement
4.All comments should be made to the Chairperson and Advisory Board
5.No person shall be permitted to make slanderous, profane or negative personal remarks concerning
any other individual, absent or present
6.All comments limited to 3 minutes
The Chairperson will announce when the public comment period is closed, and thereafter, no further public
comments will be heard by the Advisory Board.
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, October 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: Chairperson Alexander, Vice Chairperson Dawson, Board Member
Sohi, Board Member O’Malley, Board Member Mahar
Vacant: None
Absent: None.
Staff Present: Destination Management Consultant Hanna Meisinger, Destination
Management Consultant Amanda Diefenderfer, Destination
Management Coordinator Kylee Corliss, Marketing Consultant Ashlee
Akers, 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 5:0 by a roll call vote.
PUBLIC COMMENT: Mary Verdin.
A.CONSENT CALENDAR
1. ATBID Draft Action Minutes – September 18, 2019
•Recommendation: Approve the Draft Action Minutes of September 18, 2019. [Big
Red Marketing]
MOTION: By Board Member Sohi and seconded by Vice Chairperson
Dawson to approve the consent calendar.
Motion passed 5:0 by a roll call vote.
B.BUSINESS ITEMS
`
A-1ITEM NUMBER:
DATE: 11/20/19
Page 4 of 24
1.Wine Speak Update
•Recommendation: Receive and file Wine Speak Update. [Wine Speak Paso
Robles]
•Fiscal Impact: None.
Updates: Amanda Wittstrom-Higgins shared the Wine Speak event updates and answered
questions from the Board.
PUBLIC COMMENT: Mary Verdin and Jessica Sohi.
The Wine Speak Summary
was received and filed by the Board.
2.The Garagiste Festival Event Sponsorship
•Recommendation: Decline $10,000 sponsorship for the 2019 Garagiste Festival.
Direct staff to work with event planners to incorporate Atascadero in the 2020
Garagiste Festival locations. [The Garagiste Festival]
•Fiscal Impact (GL 2802): None.
The Garagiste Festival Sponsorship Questions and Event Information (Exhibit A) was
shared with the Board. The Board discussed event opportunities and decided to decline the
2019 sponsorship but provide in-kind promotional support.
PUBLIC COMMENT: None.
MOTION: By Chairperson Alexander and seconded by Board Member
O’Malley to decline the $10,000 sponsorship for the 2019 Garagiste
Festival but provide in-kind promotional sponsorship.
Motion passed 5:0 by a roll call vote.
3.Contingency Plan to Address Unallocated and Reserve Funds
•Recommendation: Provide staff direction on the draft contingency plan to address
emergency and reserve funds. [Big Red Marketing/City Staff]
•Fiscal Impact: None.
Destination Management Consultant, Amanda Diefenderfer, began the conversation about
addressing funds that are not currently allocated in the budget for the year. The budget was
presented by Jeri Rangel and discussed with the Board. An ad hoc committee was appointed
to consist of Board Member O’Malley and Board Member Sohi. A strategic planning session
will be scheduled with the ad hoc committee and City Council.
PUBLIC COMMENT: Mary Verdin.
Ad hoc committee appointed by the Board President to meet with City
Council for further decisions.
A-1ITEM NUMBER:
DATE: 11/20/19
Page 5 of 24
4.Destination Marketing Services Proposal
•Recommendation: Provide staff direction to approve the renewal of Verdin for
Destination Marketing Services or reopen RFP process. [Big Red Marketing]
•Fiscal Impact (Varied): $68,667 in 2019/2020 and $206,000 in 2020/2021.
Destination Management Consultant, Hanna Meisinger, updated the Board about the RFP
request for Destination Marketing services and answered questions.
Board Member O’Malley left the meeting at 3:20 p.m.
PUBLIC COMMENT: Mary Verdin.
MOTION: By Board Member Sohi and seconded by Vice Chairperson
Dawson to approve renewal of Verdin for Destination Marketing
Services
Motion passed 4:0 by a roll call vote.
5.Destination Management Services Proposal
•Recommendation: Provide staff direction to approve the renewal of Big Red
Marketing for Destination Management Services or reopen RFP process. [City
Manager’s Office]
•Fiscal Impact (Varied): $14,750 in 2019/2020 and $45,250 in 2020/2021.
Deputy City Manager, Terrie Banish, presented the destination services proposal from Big
Red Marketing and answered questions from the Board.
PUBLIC COMMENT: Jessica Sohi.
MOTION: By Vice Chairperson Dawson and seconded by Chairperson
Alexander to approve renewal of Big Red Marketing for
Destination Management Services
Motion passed 4:0 by a roll call vote.
6. Co-Op opportunity: SLO CAL Visitor’s Guide
•Recommendation: Approve a full-page editorial placement in the upcoming Visit
SLO CAL Visitor’s Guide. [Verdin]
•Fiscal Impact (GL 2502): $3,650.
Marketing Consultant, Ashlee Akers, presented the opportunity for the upcoming SLO CAL
Visitor’s Guide.
PUBLIC COMMENT: Jessica Sohi.
A-1ITEM NUMBER:
DATE: 11/20/19
Page 6 of 24
MOTION: By Board Member Sohi and seconded by Board Member Mahar to
approve of a full-page editorial placement in the upcoming Visit
SLO CAL Visitor’s Guide.
Motion passed 4:0 by a roll call vote.
7.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
Marketing Consultant, Ashlee Akers, provided a marketing update on the website
statistics, traffic sources and social media statistics for September 2019.
PUBLIC COMMENT: None.
The Monthly Marketing Statistics Summary
was received and filed by the Board.
8.Monthly Budget Report
•Recommendation: Receive and file Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant, Hanna Meisinger, presented the Monthly
Budget Report to the Board.
PUBLIC COMMENT: None.
The Monthly Budget Report
was received and filed by the Board.
C.UPDATES
1.Visit SLO CAL TMD Update – Board Member Sohi – Board Member Sohi informed
the Board that all the local City Councils have unanimous supported the SLO CAL
TMD renewal. On November 19th SLO CAL presents to the Board of Supervisors and
Sohi encouraged the Board to attend, as well as on January 7th during the public
hearing.
2.Visit SLO CAL Marketing Committee Update – Verdin – Marketing Consultant Akers
encouraged the Board to attend the upcoming Visit SLO CAL Educational Seminar.
3.Destination Management Update – Big Red Marketing – Destination Management
Consultant Meisinger showcased the brochure designed by Verdin (Exhibit B) and
provided updates.
4. City Business Update – City Manager’s Office – Deputy City Manager Banish
provided the Board an update on city business.
A-1ITEM NUMBER:
DATE: 11/20/19
Page 7 of 24
C. BOARD MEMBER COMMENTS
Board Member Mahar informed the Board that Motel 6 is going to a franchisee in late
November/early December.
E. ADJOURNMENT
Chairperson Alexander adjourned the meeting at 4:14 p.m.
MINUTES PREPARED BY:
_______________________________________________
Kylee Corliss, Destination Management Coordinator
Exhibit A – Garagiste Festival Sponsorship Questions and Event Information
Exhibit B – Visit Atascadero Marketing Brochure
APPROVED:
A-1ITEM NUMBER:
DATE: 11/20/18
Page 8 of 24
ITEM NUMBER: B-1
DATE: 11/20/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Cider Fest Presentation to Request Event Sponsorship
RECOMMENDATION:
Approve event sponsorship for the 2020 Central Coast Cider Festival.
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
In 2019, the Central Coast Cider Association was sponsored at $15,000. This
sponsorship went directly to 50% out-of-area marketing, the InCider Experience, the
Cider Shop, and the title of Presenting Sponsor.
The Central Coast Cider Association will present plans and goals for the 2020 event.
FISCAL IMPACT (2802):
$15,000 requested.
ATTACHMENTS:
1. 2020 Central Coast Cider Festival Event Application
Page 9 of 24
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 Cider Association
Jessica Bohon 805-706-0553
jboh@bigredmktg.com
Central Coast Cider Festival
www.centralcoastciderfestival.com
500-1,000
x
The Central Coast Cider Festival is a unique experience for attendees.
August 8, 2020
40
This event has been present for 4 years. In year's past, there have been 514 (2019), 373 (2018), 504 (2017),
and 494 (2016) attendees. In 2019, 60% of attendees stayed in Atascadero, 30% staying in hotels and
motels. The event featured 15 local cider producers, 7 local food producers, local music, and snacks.
area. Guests of the event will taste through craft ciders, enjoy local cuisine, and experience Atascadero.
Paso Robles, CA 93446
5800 Adelaida Rd.
The event will bring cideries from the Central Coast to showcase the different tastes from this area.
For the second time, the event will extend as an invitiational, bringing a few select cideries from outside the
B-1ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 10 of 24
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?
______________________________________________________________________
______________________________________________________________________
The event will be advertised through multiple outlets,
including but not limited to: social media, radio, published articles, and email blasts. 50% of advertising
efforts will be directed to out of county locations. The other 50% will be targeted towards in county
locations and current visitors of the area.
x
$15,000
There will be hired security guards and ample parking.
x
Central Coast Cider Fest helps position Atascadero as the epicenter of the burgeoning cider industry.
Hosting this growing event in Atascadero not only attracts awareness and overnight stays to the
destination during the event weekend, but also establishes a key attraction of the destination positioning
for future visitation from the audience.
Auxiliary events will encourage visitors to stay for multiple nights in Atascadero and experience
Atascadero outside of the event. Additionally, as an exclusive sponsor, Visit Atascadero will have a
B-1ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 11 of 24
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.
link on the Central Coast Cider Festival website, will be promoted through social media, email blasts,
and printed programming.
B-1ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 12 of 24
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.
Applicant Signature __________________________ Date ___________
In case of questions or the need for clarification, please contact Destination
Management Consultant, Angelica Ottman at aott@bigredmktg.com.
Jessica Bohon 11/6/19
B-1ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 13 of 24
ITEM NUMBER: B-2
DATE: 11/20/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Central Coast Reserve Weekend’s
Atascadero Lakeside Wine Festival
Event Sponsorship Presentation
RECOMMENDATION:
Receive and file the Central Coast Reserve Weekend’s Atascadero Lakeside Wine
Festival event sponsorship presentation.
DISCUSSION:
Each year, the Atascadero Chamber of Commerce manages the Central Coast Reserve
Weekend’s events including the main event, the Atascadero Lakeside Wine Festival.
The Wine Festival will be in it’s 25th year and the Chamber will work to promote each
event that is part of the “Central Coast Reserve Experience” The Wine Festival features
about 70-85 vendors including wine, beer, spirits, food and various forms of art. The
festival is held at Atascadero Lake Park and the Pavilion on the Lake. The Reserve
Experience will take place starting Friday, June 26th with the Kiwanis Mayor’s
Winemaker Dinner and end on the Sunday Fun Day on June 28th. The Wine Festival
itself will take place June 27, 2020 from 3 to 6 p.m.
There are 1,500 guests expected to attend over the weekend, with 40% from outside
SLO County.
The Central Coast Reserve Weekend presentation will provide an overview of the
Atascadero Lakeside Wine Festival and all of the associated events.
FISCAL IMPACT (2802):
Up to $5,000.
ATTACHMENTS:
1. Atascadero Lakeside Wine Festival Event Application
Page 14 of 24
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: __________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
B-2ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 15 of 24
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?
______________________________________________________________________
______________________________________________________________________
B-2ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 16 of 24
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.
B-2ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 17 of 24
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.
B-2ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 18 of 24
ITEM NUMBER: B-3
DATE: 11/20/19
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file Marketing Statistics Report.
DISCUSSION:
Verdin continued activating the "Brews and Burgers Trail" Fall campaign during the
month of October. This included content in our e-newsletter, throughout our social
media channels, content pitches to Visit SLO CAL and within our paid media space.
In October, we saw a 4% increase in website page views compared to last year and a
31% increase in CTR from the previous month. This month we had 281,068 people view
our trail videos at a 100% completion which tells us visitors are engaged and enjoy the
content they are receiving.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.October Statistics Summary
Page 19 of 24
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
OCTOBER STAT SUMMARY
ATASCADERO TBID
November 6, 2019
WEB ANALYTICS (2019 vs. 2018)
WEBSITE TRAFFIC
Page Views:
18,142 vs. 17,379 (+4%)
New Visitors:
10,305 vs. 10,585 (-3%)
Total Sessions:
12,340 vs. 12,198 (+1%)
Mobile Views: 7,232 (-18%)
Desktop Views: 3,423 (+57%)
PPV (Page Per Visit): 1.47 (+3%)
TOS (Time on Site): 0:33 (+12%)
ACQUISITION
Social: 2,400 (-65%)
Direct: 4,202 (+152%)
Organic: 2,371 (+26%)
Referral: 1,887 (+430%)
GEOGRAPHIC LOCATIONS
Los Angeles: 1,514 (-60%)
Chicago: 907 (543%)
Atascadero: 858 (+62%)
San Francisco: 631 (+75%)
Paso Robles: 498 (+87%)
Coffeyville, KS: 261 (+273%)
San Diego: 251 (-36%)
San Luis Obispo: 223 (+78%)
Bakersfield: 186 (+65%)
Sacramento: 178 (+230%)
PAGE VIEWS
Brews and Burgers:
5,419 (new)
Events Page:
1,617 (-60%)
Things To Do-Zoo:
993 (+728%)
Things to Do: 993
(+61%)
Home: 981 (-53%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,716
Organic Reach: 124,828
Paid Reach: 365,216
Total Reach: 490,044
Engagements: 383
Top Post: Halloween post
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 2,348
New Followers: 136
Likes received: 951
Comments received: 29
Main audience: Women under 44
Twitter Followers: 280
Reach: 4,748
Engagements: 14
Main audience: Reporters and Destinations
B-3ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 20 of 24
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The October e-newsletter went out on Monday, October 14th. October’s e-newsletter has a harvest
theme featuring Harvest Wine Weekend, the Atascadero Brews and Burgers Trail, as well as local
favorites, Harmony Lavender farm and The Groves on 41. It finished with a CTA to plan their stay
in Atascadero.
Total for Campaign:
•11.1% Open Rate
•0.6% Click Through Rate
E-NEWSLETTER ANALYTICS
The Brews and Burgers campaign ran throughout October. Both the Comfort Seeker and Family personas
were served two versions of the 15-second video ads. Video CTR's improved (+31% MOM) programmatically.
The drive markets of LA, Central Valley, and San Francisco DMA were targeted.
PROGRAMMATIC VIDEO
Impressions: 174,903 Clicks: 2,060 CTR: 1.2% Views to 100%: 129,179
FACEBOOK/INSTAGRAM
Impressions: 372,477 Clicks: 3,761 CTR: 1.1% Views to 100%: 11,355
OCTOBER TOTALS
Impressions: 547,380 Clicks: 5,821 CTR: 1.1% Views to 100%: 140,534
B-3ITEM NUMBER:
DATE: ATTACHMENT:11/20/19
1
Page 21 of 24
ITEM NUMBER: B-4
DATE: 11/20/19
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 September 30, 2019.
Upon review of this month’s budget all other expenses are in line with expected
expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. ATBID Budget
2. ATBID Fund Summary
Page 22 of 24
GL #Notes
REVENUE PROJECTIONS July August September Actuals Budgeted
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 2019/2020
Proposed Budget
% of Total
Budget
2100 Admin 38,085.00$ 6.71%
2101 City Admin Fees -$ 2,610.00$
2102 Office Expense -$ 2,500.00$
2103 Operating Supplies and misc. expenses -$ 1,000.00$
2104 Lodging Ordinance Enforcement -$ 4,000.00$
2105 Big Red Marketing 650.00$ 800.00$ 1,450.00$ 9,375.00$
2106 Verdin 1,827.94$ 1,550.30$ 1,612.80$ 4,991.04$ 18,600.00$
2200 ATBID Management 20,812.00$ 3.67%
2201 Board Management & Coordination 700.00$ $900.00 1,600.00$ 8,625.00$
2202 Financial Management 300.00$ 1,000.00$ 1,300.00$ 8,512.00$
2203 Strategy 200.00$ 450.00$ 650.00$ 3,675.00$
2300 Visual Assets and Branding 49,800.00$ 8.77%
2301 Photography & Video 1,547.91$ 1,547.91$ 1,800.00$
2302 Creative Services - Verdin Scope 6,941.12$ 3,251.10$ 3,437.20$ 13,629.42$ 30,000.00$
2303 Creative Services - Out of Scope -$ -$
2304 Promotional Items & Visit Atascadero Brochure -$ 18,000.00$
2400 Digital Marketing 32,200.00$ 5.67%
2401 Website Updates 482.00$ 157.00$ 639.00$ 3,000.00$
2402 Social Media contest hard costs -$ 1,000.00$
2403 Social Media/Contest Management 1,579.26$ 1,803.94$ 327.12$ 3,710.32$ 18,800.00$
2404 E-Newsletter 1,115.60$ 992.40$ 944.92$ 3,052.92$ 9,400.00$
2500 Advertising 91,623.00$ 16.14%
2501 Planned Media Buys 1,377.31$ 1,280.68$ 9,603.44$ 12,261.43$ 59,550.00$
2502 Reactive Advertising & Co-Ops 818.18$ 7,600.00$ 8,418.18$ 26,073.00$
2503 Verdin Media Retainer 494.40$ 497.30$ 387.40$ 1,379.10$ 6,000.00$
2600 Public Relations 7,500.00$ 1.32%
2601 FAMs/ Individual Itineraries 734.50$ 734.50$ 3,500.00$
2602 PR Retainer & Reactive Planning 790.50$ 1,163.20$ 1,953.70$ 4,000.00$
-$
2700 Tour & Travel -$ 20,000.00$ 3.52%
2701 Trade Show -$ 20,000.00$
Includes registration and firm
attendance fees.
2800 Consumer Outreach 51,000.00$ 8.98%
2801 Event Sponorship 7,500.00$ 7,500.00$ 45,000.00$
2802 Management of Event Sponorship 650.00$ 350.00$ 1,000.00$ 6,000.00$
TOTAL EXPENSES 22,444.31$ 13,520.92$ 29,852.29$ 311,020.00$
3001 Cash Reserves 56,785.00$ 10%
Contingency
4001 Contingency Fund (unallocated)200,045.00$ 35.23%
TOTAL Budget 567,850.00$
ATBID 2019/20 BUDGETED P&L
B-4ITEM NUMBER:
DATE:
ATTACHMENT:
11/20/19
1
Page 23 of 24
11/13/19
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL 2019-2020 BUDGETED
2014-2015 2015-2016 2016-2017 2017-2018 2018-2019*through 09/30/19 2019-2020
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 278,184$ 77,361$ 284,000$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 - - 5,500
Total Revenue 164,104 246,536 268,231 276,875 278,184 77,361 289,500
EXPENSES
6050000 Office Expense - 5,164 - - - - 1,000
6070000 Advertising 3,450 86,914 91,005 144,521 178,720 30,111 155,000
6400000 Operating Supplies - 1,217 120 - - - 500
6500000 Contract Services 26,173 105,314 138,414 172,938 143,482 35,867 151,250
6600000 Professional Development - - 425 425 425 - 430
6740000 Business Development - 5,000 - 3,000 - - -
6900000 Administration 1,620 2,411 2,675 2,753 2,782 774 2,840
Total Expenses 31,243 206,020 232,639 323,636 325,408 66,751 311,020
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (47,224) 10,610 (21,520)
BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 365,441 318,679 271,455 250,820
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 365,441$ 318,679$ 271,455$ 282,065$ 229,300$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-4ITEM NUMBER:
DATE:
ATTACHMENT:
11/20/19
2
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