HomeMy WebLinkAboutTBID_2020-04-15_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, April 15, 2020 at 2:30 P.M.
Telephone Conference - Call In Number: (716) 293-7296, PIN: 04092
Video Conference – URL: https://www.uberconference.com/room/bigredmktg
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 Tom O’Malley, Portola Inn
Board Member Amar Sohi, Holiday Inn Express and Suites
Board Member - Vacant
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 – March 18, 2020
•Recommendation: Approve the Draft Action Minutes of March 18, 2020. [Big Red
Marketing]
B.BUSINESS ITEMS
1.Mid-State Fair Updates
1.Mid-State Fair Sponsorship Updates: Discuss and provide staff direction on the
Mid-State Fair Sponsorship Update. [Big Red Marketing]
Fiscal Impact (GL 2502): $7,500.
2.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.
2. AdHoc Committee Update
•Recommendation: Discuss and provide staff direction on the AdHoc Committee
Update. [AdHoc Committee]
•Fiscal Impact: None.
f
3.COVID-19 Strategic Plan for Recovery
•Recommendation: Discuss and provide staff direction on the COVID-19 Strategic
Plan for Recovery. [Big Red Marketing]
•Fiscal Impact: TBD.
4. Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
5. 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 –City Manager’s Office
3.Visit SLO CAL PR Task Force - Verdin
4.Destination Management Update – Big Red Marketing
5. City Business Update – City Manager’s Office
D.BOARD MEMBER COMMENTS
E. ADJOURNMENT
Atascadero Tourism Business Improvement District (ATBID)
WELCOME TO THE ATBID MEETING
The ATBID Advisory Board meets in regular session on the third Wednesday of each month at 2:30 p.m. Board
meetings will be held at the Atascadero City Hall, 6500 Palma Avenue, Atascadero. Matters are considered
by the Advisory Board in the order of the printed Agenda.
Copies of the staff reports or other documentation relating to each item of business referred to on the Agenda
are on file in the office of the City Clerk and are available for public inspection during City Hall business hours
at the Atascadero City Hall, 6500 Palma Avenue, Atascadero, and on our website, www.atascadero.org. All
documents submitted by the public during Advisory Board meetings that are either read into the record or
referred to in their statement will be noted in the minutes and available for review in the City Clerk's office.
In compliance with the Americans with Disabilities Act, if you need special assistance to participate in a
City meeting or other services offered by this City, please contact the City Manager’s Office or the City
Clerk’s Office, both at (805) 470-3400. Notification at least 48 hours prior to the meeting or time when services
are needed will assist the City staff in assuring that reasonable arrangements can be made to provide
accessibility to the meeting or service.
TO SPEAK ON SUBJECTS NOT LISTED ON THE AGENDA
Under the Agenda item, “PUBLIC COMMENT”, the Chairperson will call for anyone from the audience wishing
to speak concerning any item not on the Agenda to approach the lectern and be recognized.
1.Give your name for the record (not required)
2.State the nature of your business.
3.All comments are limited to 3 minutes.
4.All comments should be made to the Chairperson and Advisory Board.
5.No person shall be permitted to make slanderous, profane or negative personal remarks concerning
any other individual, absent or present.
This is the time items not on the Agenda may be brought to the Advisory Board’s attention. A maximum of 30
minutes will be allowed for PUBLIC COMMENT (unless changed by the Advisory Board). If you wish to use a
computer presentation to support your comments, you must notify the City Clerk's office at least 24 hours prior
to the meeting. Digital presentations must be brought to the meeting on a USB drive or CD. You are required
to submit to the City Clerk a printed copy of your presentation for the record. Please check in with the City
Clerk before the meeting begins to announce your presence and turn in your printed copy.
TO SPEAK ON AGENDA ITEMS (from Title 2, Chapter 1 of the Atascadero Municipal Code)
Members of the audience may speak on any item on the agenda. The Chairperson will identify the subject,
staff will give their report, and the Advisory Board will ask questions of staff. The Chairperson will announce
when the public comment period is open and will request anyone interested to address the Advisory Board
regarding the matter being considered to step up to the lectern. If you wish to speak for, against or comment
in any way:
1.You must approach the lectern and be recognized by the Chairperson
2.Give your name (not required)
3.Make your statement
4.All comments should be made to the Chairperson and Advisory Board
5.No person shall be permitted to make slanderous, profane or negative personal remarks concerning
any other individual, absent or present
6.All comments limited to 3 minutes
The Chairperson will announce when the public comment period is closed, and thereafter, no further public
comments will be heard by the Advisory Board.
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
DRAFT ACTION MINUTES
Wednesday, March 18, 2020 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 2:41 p.m.
ROLL CALL:
Present: Chairperson Alexander, Vice Chairperson Dawson, Board Member
O’Malley, Board Member Sohi
Vacant: One vacant seat.
Absent: None.
Staff Present: Destination Management Consultant Angelica Ottman, Destination
Management Coordinator Hanna Meisinger, Marketing Consultant
Ashlee Akers and Deputy City Manager/Outreach Promotions Terrie
Banish.
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Vice Chairperson
Dawson to approve the agenda with the alteration that item B-3 will
be moved to the April Board Meeting.
Motion passed 4:0 by a roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1. ATBID Draft Action Minutes – March 2, 2020
•Recommendation: Approve the Draft Action Minutes of March 2, 2020. [Big Red
Marketing]
MOTION: By Board Member Sohi and seconded by Chairperson
Alexander to approve the consent calendar.
Motion passed 4:0 by a roll call vote.
B.BUSINESS ITEMS
1.Wine Speak Recap Presentation
•Recommendations:
A-1ITEM NUMBER:
DATE: 04/15/20
Page 4 of 25
1.Receive and file event recap on 2020 Wine Speak event. [Wine Speak Paso
Robles]
2.Approve sponsorship of 2021 Wine Speak event. [Wine Speak Paso Robles]
•Fiscal Impact (GL 2801): $15,000.
Amanda Wittstom-Higgins and Macey Cox presented a recap from the 2020 Wine Speak
event and answered questions from the Board. Wittstrom-Higgins explained plans and
expectations in regards to the COVID-19 outbreak in regards to the 2021 event. The Wine
Speak Application for 2021 (Exhibit A) was distributed digitally and physically.
Vice Chairperson Dawson left the meeting at 3:17 p.m.
Destination Management Consultant Ottman left the meeting at 3:17 p.m.
Wittstrom-Higgins agreed to send reports of garnered support at a 60-day and 90-day
periods.
Board Member O’Malley requested to hear from Terrie Banish if the City is planning on
supporting at the same level.
PUBLIC COMMENT: Jessica Sohi and Annie Weyrich.
The Wine Speak Recap Presentation
was received and filed by the Board.
MOTION: By Board Member O’Malley and seconded by Board Member Sohi
to support the 2021 Wine Speak event at the $15,000 level
contingent upon any changes in a significant way within its
structure and other partners supporting at similar levels, within
90-days the discussion can be revisited and revoted on.
Motion passed 3:0 by a roll call vote.
2.Atascadero Colony Days Events Support Application
•Recommendation: Decline sponsorship of the 2020 Colony Days events.
[Atascadero Colony Days Committee]
•Fiscal Impact (GL 2801): $5,000.
Heather Young began presenting information and updates about the Colony Days event and
the 4th of July event. Young and the Board recommended tabling the discussion based on
potential event structure changes due to the COVID-19 outbreak.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Board Member Sohi
to table this discussion to a further Board Meeting.
Motion passed 3:0 by a roll call vote.
3.Templeton Tennis Ranch Events Sponsorship
•Recommendation: Provide staff direction on potential sponsorship of Templeton
Tennis Ranch Events. [Templeton Tennis Ranch]
•Fiscal Impact (GL 2801): $1,500.
A-1ITEM NUMBER:
DATE: 04/15/20
Page 5 of 25
This agenda item was postponed until the April Board Meeting.
PUBLIC COMMENT: N/A.
The Templeton Tennis Ranch Events Sponsorship presentation
was postponed to the April Board Meeting.
4.Mid-State Fair Sponsorship Opportunity
•Recommendation: Approve $7,500 Mid-State Fair Sponsorship. [Big Red
Marketing]
•Fiscal Impact (GL 2502): $7,500.
Deputy City Manager Terrie Banish presented information about the Mid-State Fair
Sponsorship and answered questions from the Board.
Board Member O’Malley exited the call at 3:35 p.m. The meeting paused in order to meet
quorum.
Board Member O’Malley returned to the call at 3:37 p.m. and the meeting resumed.
PUBLIC COMMENT: Annie Weyrich.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to approve $7,500 Mid-State Fair Sponsorship.
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.
This agenda item was tabled due to quorum.
PUBLIC COMMENT: N/A.
The Monthly Marketing Statistics Summary
was tabled by the Board.
6. Monthly Budget Report
•Recommendation: Receive and file Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
This agenda item was tabled due to quorum.
PUBLIC COMMENT: N/A.
The Monthly Budget Report
was tabled by the Board.
C. UPDATES
A-1ITEM NUMBER:
DATE: 04/15/20
Page 6 of 25
1.Visit SLO CAL TMD Update – Board Member Sohi – This agenda item was tabled by
the Board.
2.Visit SLO CAL Marketing Committee Update – Verdin – This agenda item was tabled
by the Board.
3.Destination Management Update – Big Red Marketing – This agenda item was tabled
by the Board.
4. City Business Update – City Manager’s Office – This agenda item was tabled by the
Board.
C. BOARD MEMBER COMMENTS
Chairperson Alexander requested information about if the current budget will be affected
by the significant decrease in income from lodging partners due to the COVID-19 outbreak.
asked how the budget will be affected by lack of income from the lodging partners.
Destination Management Consultant Amanda Diefenderfer answered her questions and
recommended this topic is discussed with City finance.
Marketing Consultant Ashlee Akers shared that all marketing dollars have been paused
currently due to the COVID-19 outbreak and social media posts have been redirected to
local activities and specials.
D.ADJOURNMENT
Chairperson Alexander adjourned the meeting at 3:52 p.m.
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – 2021 Wine Speak Event Sponsorship Application
APPROVED:
A-1ITEM NUMBER:
DATE: 04/15/20
Page 7 of 25
ITEM NUMBER: B-1-1
DATE: 04/15/20
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Mid-State Fair Sponsorship Update
RECOMMENDATION:
Discuss and provide staff direction on the Mid-State Fair Sponsorship Update.
DISCUSSION:
The California Mid-State Fair brings thousands of tourists to the county every year. There
is a sponsorship opportunity for Visit Atascadero to participate in this year’s promotional
activities. The Mid-State Fair will take place July 22, 2020 – August 2, 2020.
Visit Atascadero voted to approve the sponsorship opportunity for $7,500 at the March
18, 2020 Board Meeting.
Although the Mid-State Fair is still scheduled to take place, the organizers have sent
choices for sponsors in preparation for the scenario that it gets cancelled. The Board can
either: 1. chose to carry the contract to 2021, or 2. cancel the contract and receive a full
refund.
FISCAL IMPACT (GL 2502):
$7,500.
ATTACHMENTS:
1.California Mid-State Fair Sponsorship Details
Page 8 of 25
CALIFORNIA MID-STATE FAIR – P.O.BOX 8, PASO ROBLES, CA 93447
TOM KEFFURY TK@MIDSTATEFAIR.COM 805-459-5530
SPONSORSHIP DETAILS (not official agreement)
CITY OF ATASCADERO
6500 PALMA AVENUE, ATASCADERO, CA 93422
TERRIE BANISH – (805) 235-2539 – tbanish@atascadero.org
Scope of Work
Contractor agrees to provide to the State, California Mid-State Fair, in Paso Robles, California, the
following sponsorship:
Contractor agrees to:
1.) Pay to the State the sum of $15,000 cash per year of agreement, no later than June 1, 2020.
2.) Term of this agreement is JAN 1, 2020 – DEC 31, 2020.
3.) All sponsorship monies shall be paid in full no later than and in amounts no less than the payment
terms listed above in Item 1. Sponsorship benefits may be revoked or paused if any scheduled
payment is not made on time and in full.
In exchange for the above, State agrees to provide the Contractor with the following:
1.) Advertising & Exposure
a.Business Listing in Official Program.
b. Business Listing in Official Daily Schedule.
c.Business Logo/Link on CMSF Website (www.midstatefair.com).
d.Two (2) “Voice of the Fair” Announcements per day of the Fair. This is a 1-sentence written
announcement that you provide which highlights your business.
e.Signage – (All signs shall be supplied to the State by Contractor using lightweight, 1/4-inch
corrugated plastic material for sign. State will hang sign(s) at no charge to Contractor.
Contractor to maintain, update and/or replace sign should sign fade or new logo is needed)
i.One (1) Equestrian Center (4’ x 8’) Sign.
2.) Hospitality
a.Twenty-four (24) Single-Day Admission Passes which will give you complimentary
admission one day of the Fair.
b.Four (4) Season VIP/Photo Passes which will give you complimentary admission each day
of the Fair.
c.One (1) VIP Parking Pass which will give you complimentary admission to the Oak Tree
Lot, located on Riverside Avenue, across the street from the South Gate Entrance/Exit.
d.Access to our Hospitality Tent, which features light appetizers, complimentary water/soda, a
full no-host bar, furniture and private upscale bathrooms (concert ticket required).
e.$1,500 VIP Ticket Credit which will allow you to purchase concert tickets, admission passes
and/or carnival ride tickets. All concert tickets will be located in our sponsor hold sections:
floor seats in the center sections and/or the “Pit”.
B-1-1ITEM NUMBER:
DATE: ATTACHMENT:04/15/20
1
Page 9 of 25
3.) Special Programming
a.Contractor to be sponsor of Craft Beer Tasting & Awards and as such shall receive
name/logo on all custom beer glasses, marketing and promotion.
b. Contractor to be sponsor of Water Bottles at An Evening of Rhythm & Brews concert and
as such will have logo on water bottles and/or water bottle carry boxes.
c.Contractor shall be allowed to secure two (2) Shuttle Pick-Up/Drop-Off locations in the city
of Atascadero. Such locations will fall under the supervision of State Coordinator.
B-1-1ITEM NUMBER:
DATE: ATTACHMENT:04/15/20
1
Page 10 of 25
INSURANCE
In the event Sponsorship includes display space or physical access to the fairgrounds, Sponsor shall be responsible to provide proof of insurance set forth in State
of California Standard Agreement.
SPECIAL TERMS AND CONDITIONS
EVACUATION ORDER
The California Mid-State Fair, along with all other large venue public gathering places and events around the country have been advised by Federal, State and
Local Authorities that an emergency evacuation of the premises may be ordered by any of these auth orities at any time. This decision would be driven by
information available to those authorities that:
(1) May not be available to the California Mid-State Fair, or may be classified by those authorities, and therefore the California Mid-State Fair would
not be able to share it with our exhibitors, contractors, participants, guests, or renters;
(2) Could arise out of an actual or threatened act of terrorism;
(3) Could arise from any number of natural disasters, or other public safety concerns the authorities have for the safety of the general public at our Fair
or at our facility, property, grounds, or parking areas.
If an evacuation order occurs, you will be asked to leave the premises immediately. The law does not only require your cooperation, but for your own safety and
the safety of others, common sense demands your full cooperation. The Paso Robles Police Department and/or Fair staff/security personnel will direct the
evacuation. We are further advised that any evacuation order given will be for personnel only! No other property, animals, trailers, merchandise, equipment, etc.
will be allowed off the premises. This is to allow the most efficient and speedy evacuation of the public from the threatened area. If an evacuation order is given,
do not attempt to remove anything other than yourselves and, if applicable, your immediate means of transportation.
The evacuation plan calls for designated law enforcement personnel, California Mid-State Fair management, staff, or volunteers to remain on the grounds to
secure the facility and premises.
In the unlikely case an evacuation occurs, the California Mid-State Fair will exercise every reasonable effort to care for property, animals, commercial exhibits,
merchandise, etc. until the authorities remove the evacuation order and the public is allowed back into the facility. No one will be allowed back on the grounds
until the authorities have given the approval to return. The California Mid-State Fair staff/security personnel along with the Paso Robles Police Department will
enforce the order in strict accordance with instructions from the authorities.
The State of California, Sixteenth District Agricultural Association, California Mid-State Fair, its directors, officers, agents, servants, nor employees cannot, and
will not, be held liable or responsible for any loss or damage to any Contractor’s, exhibitor’s, or patron’s personal property, equipment, merchandise, animals,
exhibits, etc. during or after any such event.
By entering into this agreement Contractor hereby agrees to indemnify, defend and save harmless the State of California, Sixteenth District Agricultural
Association, California Mid-State Fair, its officers, agents and employees from any and all claims and losses accruing or resulting to any and all contractors,
subcontractors, suppliers, laborers, participant, exhibitor, and any other person, firm or corporation attending, or participating in, any activity or event covered
under this agreement and from any and all claims and losses accruing or resulting to any person, firm or corporation who may be injured or damaged in the
performance of this Agreement.
RIGHT TO TERMINATE
The State reserves the right to terminate this agreement subject to 30 days’ written notice to the Contractor. Contractor may submit a written request to terminate
this agreement only if the State should substantially fail to perform its responsibilities as provided herein.
However, the agreement can be immediately terminated for cause. The term “for cause” shall mean that the Contractor fails to meet the terms, conditions, and/or
responsibilities of the contract. In this instance, the contract termination shall be effective as of the date indicated on the State’s notification to the Contractor.
This agreement may be suspended or cancelled without notice, at the option of the Contractor, if the Contractor or State’s premises or equipment are destroyed by
fire or other catastrophe, or so substantially damaged that it is impractical to continue service, or in the event the Contractor is unable to render service as a result
of any action by any governmental authority.
FORCE MAJEURE
Neither party shall be liable to the other for any delay in or failure of performance, nor shall any such delay in or failure of performance constitute default, if such
delay or failure is caused by “Force Majeure.” As used in this section, “Force Majeure” is defined as follows: Acts of war and acts of god such as earthquakes,
floods, and other natural disasters such that performance is impossible.
PREPARED BY TOM KEFFURY ~ 805-459-5530 ~ TK@MIDSTATEFAIR.COM
B-1-1ITEM NUMBER:
DATE: ATTACHMENT:04/15/20
1
Page 11 of 25
ITEM NUMBER: B-1-2
DATE: 04/15/20
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Mid-State Fair’s Showcase of Cities
RECOMMENDATION:
Provide staff direction on Visit Atascadero’s participation in the Mid-State Fair’s
Showcase of Cities window display.
DISCUSSION:
The California Mid-State Fair brings thousands of tourists to the county every year. This
year, local cities have an opportunity to participate in a new display at the Mid State Fair
called The Showcase of Cities. The Mid-State Fair will take place July 22, 2020 – August
2, 2020.
The Showcase of Cities will be a fun, animated, three dimensional and educational
display that is expected to reach over 420,000 attendees over 12 days. The display is
intended to be used as a branding tool for cities to increase and promote tourism efforts.
Each display will be housed in a window box and is encouraged to incorporate theme
elements such as history, commerce, recreation, lifestyle, food, entertainment,
architecture, tourism, agriculture, art and/or natural resources. The displays will be 8’ wide
by 6’ high and 2’ deep and are encouraged to utilize lighting and incorporate interactive
elements.
In 2019, the Board voted to approve for participation in the Showcase of Cities through a
partnership with the City of Atascadero to split the cost evenly, with each party financing
up to $1,500 on the project.
FISCAL IMPACT (GL 2502):
$300-$3,000.
ATTACHMENTS:
1.California Mid-State Fair 2020 Showcase of Cities Invitation
Page 12 of 25
March 2, 2020
Thank you for participating in the Showcase of Cities display at the California Mid-State
Fair. As a returning participant, we are offering you the first opportunity to participate in
the showcase in 2020. The California Mid-State Fair will be held July 22 – August 2, 2020
with the celebration of the 75th Anniversary. Showcase of Cities displays in 2020 are
encouraged to get creative and showcase the last 75 years of history with their
communities, and the California Mid-State Fair.
To reserve your space, a deposit of $100 will need to be submitted to the California Mid-
State Fair.
Please mark your calendars now for these important dates:
•April 30 – Final Deadline to commit to a window space and entry forms due. This
ensures you will be included in the Fair Program. Entry form attached.
•June 1 – Creative concepts due – we want to be sure your concept becomes reality.
•June 25– Begin installation of windows
o Workdays include: June 26, 29, 30, July 1, 2, 6, 7, 8, 9, 10
o Please schedule a timeslot with Team Solterra. All work must be done during
business hours.
•July 10 at 3 pm – All installations must be complete and ready for inspection
•July 15 – Mid-State Fair Media Preview Evening
•July 22 – August 2 – Mid-State Fair – People’s Choice Award – stay tuned for details
to promote your city.
•August 5 - 7 – Dismantle windows
•August 7 at Noon – Final Deadline to dismantle windows
Please reach out to Lacie – lacie@solterrastrategies.com or at 805-591-4884 – she is happy
to address your questions.
B-1-2ITEM NUMBER:
DATE: ATTACHMENT:04/15/20
1
Page 13 of 25
ITEM NUMBER: B-2
DATE: 04/15/20
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
AdHoc Committee Update
RECOMMENDATION:
Discuss and provide staff direction on the AdHoc Committee Update.
DISCUSSION:
The AdHoc Committee met with Mayor Moreno, City Manager Rickard, and Finance
Director Jeri Rangel to discuss the goals and course of action to allocate a pre-
determined amount of the reserve funds to a contingency emergency fund. The update
presented will direct a draft recommendation that will be provided to the Board for
approval, and then to the City Staff and City Council for approval.
Currently, the AdHoc Committee is waiting on direction and reports from the City Staff to
move forward, which may be postponed due to the current COVID-19 pandemic.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 14 of 25
ITEM NUMBER: B-3
DATE: 04/15/20
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
COVID-19 Strategic Plan for Recovery
RECOMMENDATION:
Discuss and provide staff direction on the COVID-19 Strategic Plan for Recovery.
DISCUSSION:
On March 19, 2020, the Governor of California announced a statewide shelter in place to
limit the spread of the COVID-19 virus. The tourism industry has already seen dramatic
impacts and anticipates many more months of concerning numbers because of the
outbreak.
In order to plan for recovery and limit the negative impact made, Visit SLO CAL and Visit
Atascadero staff are working with lodging partners to begin strategically planning for the
recovery from this situation.
Following the guidance of Visit SLO CAL and considering feedback from the survey sent
to the ATBID Board, the staff has provided a COVID-19 Strategic Plan for Recovery.
FISCAL IMPACT:
TBD.
ATTACHMENTS:
None.
Page 15 of 25
ITEM NUMBER: B-4
DATE: 04/15/20
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file Marketing Statistics Report.
DISCUSSION:
In February, Verdin continued running the "Brews and Burgers Trail" campaign through
the month of February. We are seeing a slight decrease in engagement so we will be
looking to update the creative and launch new videos in Spring.
Like the previous three months, we have seen a decrease in website traffic due to the
decreased media budget compared to 2018. This fiscal year we spent $5,000 in paid
media for February compared to 2018 where we spent $12,948. We are happy to see
an increase in pages per visit and time on site which indicates a more engaged
audience in contrast to the previous year.
In March, due to the COVID-19 executive order by the State of California and the
guidance of our tourism partners and team, Verdin paused all paid media effective
March 13, 2020. Verdin continued content development and implementation for social
media and pivoted messaging to focus on supporting local businesses.
We did see a decrease in overall traffic due to the pause in paid media and the reduced
budget compared to the last fiscal year. Last month we spent $5,711 in paid media
compared to 2019 where we spent $12,828. We will continue to monitor this as all
marketing is on-hold until it is safe for visitors to travel once again.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.February Statistics Summary
Page 16 of 25
ITEM NUMBER: B-4
DATE: 04/15/20
2.March Statistics Summary
Page 17 of 25
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
FEBRUARY STAT SUMMARY
ATASCADERO TBID
March 3, 2020
WEB ANALYTICS (2020 vs. 2019)
WEBSITE TRAFFIC
Page Views:
13,615 vs. 24,058 (-43%)
New Visitors:
7,323 vs. 13,017 (-44%)
Total Sessions:
8,684 vs. 16,179 (-46%)
Mobile Views: 4,285 (-61%)
Desktop Views: 3,084 (+102%)
PPV (Page Per Visit):
1.57 (+5%)
TOS (Time on Site):
0:37 (+22%)
ACQUISITION
Social: 2,576 (-52%)
Direct: 2,610 (-57%)
Organic: 2,260 (+4%)
Referral: 352 (-41 %)
GEOGRAPHIC REFERRALS
Chicago: 1,442 (+692%)
Los Angeles: 835 (-71%)
Atascadero: 597 (+19%)
San Francisco: 525 (+16%)
Paso Robles: 401 (+84%)
Irvine: 259 (-21%)
San Luis Obispo: 182 (+21%)
Fresno: 114 (-55%)
San Jose: 111 (+113%)
Sacramento: 98 248 (-83%)
PAGE VIEWS
Brews and Burgers: 23,527
Events: 1,007
Things to Do: 743
Home: 370
Eat: 299
Craft Beer Fest: 2,456
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,694
Impressions: 401,577
Organic: 12,992
Paid: 388,134
Reach: 385,702
Engagements: 8,003
Top Post: President’s Day Weekend
Reach: 631
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 2,600
New Followers: 44
Likes received: 800
Comments received: 21
Main audience: Women under 44
Twitter Followers: 290
Engagements: 8
Main audience: Reporters and Destinations
B-4ITEM NUMBER:
DATE: ATTACHMENT:04/15/20
1
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t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The February e-newsletter went out on Wednesday, February 12th. A slightly altered version was
sent to un-opens on Thursday, February 13th. February’s e-newsletter was love themed featuring a
romantic excursion idea, a hotel and B & B highlight section, and a recommendation to take a tour
of local breweries. It finished with a CTA to plan their stay in Atascadero.
Totals for Campaign:
•38.5% Open Rate
•4.2% Click Through Rate
E-NEWSLETTER ANALYTICS
The revised Brews and Burgers campaign ran in February. Both the Comfort Seeker and Family persona
were served 15-second video ads. The drive markets of LA, Central Valley, and San Francisco DMA were
targeted.
PROGRAMMATIC VIDEO
Impressions: 87,833 Clicks: 557 CTR: 0.6% Views to 100%: 52,921
FACEBOOK/INSTAGRAM
Impressions: 388,136 Clicks: 3,084 CTR: 0.79% Views to 100%: 7,344
FEBRUARY TOTALS
Impressions: 475,969 Clicks: 3,641 CTR: 07% Views to 100%: 60,265
B-4ITEM NUMBER:
DATE: ATTACHMENT:04/15/20
1
Page 19 of 25
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
MARCH STAT SUMMARY
ATASCADERO TBID
April 2, 2020
WEB ANALYTICS (2020 vs. 2019)
WEBSITE TRAFFIC
Page Views:
8,741 vs. 27,208 (-68%)
New Visitors:
4,684 vs. 14,291 (-67%)
Total Sessions:
4,936 vs. 15,571 (-68%)
Mobile Views: 2,524 (-80%)
Desktop Views: 2,211 (+11%)
PPV (Page Per Visit):
1.56 (-0.1%)
TOS (Time on Site):
0:43 (+21%)
ACQUISITION
Social: 779 (-91%)
Direct: 2,295 (-33%)
Organic: 1,701 (-50%)
Referral: 199 (-58%)
GEOGRAPHIC REFERRALS
Chicago: 1,234 (+418%)
Atascadero: 472 (-46%)
Los Angeles: 436 (-88%)
Paso Robles: 311 (-28%)
San Francisco: 290 (-62%)
Irvine: 127 (-29%)
San Luis Obispo: 118 (-54%)
Santa Clara: 97 (1,280%)
San Diego: 59 (-87%)
San Jose: 51 (-6%)
PAGE VIEWS
Brews and Burgers: 1,606
Home: 610 (-75%)
Events: 536 (-87%)
Things to do: 498 (new)
Friday Nights: 382 (new)
Eat: 297 (-29%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,711
Impressions: 146,315
Organic: 9,750
Paid: 136,291
Reach: 138,610
Engagements: 2,669
Top Post: “The Women’s Republic”
Reach: 1,229
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 2,670
New Followers: 70
Likes received: 995
Comments received: 17
Main audience: Women under 44
Twitter Followers: 289
Engagements: 8
Main audience: Reporters and Destinations
B-4ITEM NUMBER:
DATE: ATTACHMENT:04/15/20
2
Page 20 of 25
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
The March e-newsletter went out on Thursday, March 12th. March’s e-newsletter was spring
themed featuring the Central Coast Craft Beer Fest, Lodging options and the Brews and Burgers
Trail. It finished with a CTA to plan their stay in Atascadero.
Totals for Campaign:
•28% Open Rate
•2% Click Through Rate
E-NEWSLETTER ANALYTICS
The revised Brews and Burgers campaign ran in the first two weeks of March. All digital campaigns were
stopped due to COVID 19 on March 13th. The following results reflect 3/1 - 3/13 only.
PROGRAMMATIC VIDEO
Impressions: 62,038 Clicks: 464 CTR: 0.75% Views to 100%: 38,191
FACEBOOK/INSTAGRAM
Impressions: 388,136 Clicks: 3,084 CTR: 0.79% Views to 100%: 7,344
MARCH TOTALS
Impressions: 450,174 Clicks: 3,548 CTR: 077% Views to 100%: 45,535
B-4ITEM NUMBER:
DATE: ATTACHMENT:04/15/20
2
Page 21 of 25
ITEM NUMBER: B-5
DATE: 04/15/20
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 February 29, 2020.
Upon review of this month’s budget, the GL 2801 category for Event Sponsorship is
almost maxed out. All other expenses are in line with expected expenditures and income.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.ATBID Fund Summary
3.TOT Report
Page 22 of 25
GL #Notes
REVENUE PROJECTIONS July August September October November December January February Actuals Budgeted
1100 2% BID Revenue July 2019 - June 2020 3,339.00$ 74,022.00$ 2,678.00$ 15,601.00$ 51,582.00$ 1,525.00$ 8,508.00$ 157,255.00$ 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 905.51$ 905.51$ 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 750.00$ 650.00$ 800.00$ 1,000.00$ 800.00$ 750.00$ 750.00$ 750.00$ 6,250.00$ 9,375.00$
2106 Verdin 1,827.94$ 1,550.30$ 1,612.80$ 996.10$ 1,129.20$ 677.10$ 1,270.98$ 1,741.30$ 10,805.72$ 18,600.00$
2200 ATBID Management 20,812.00$ 3.67%
2201 Board Management & Coordination 200.00$ 700.00$ $900.00 950.00$ 900.00$ 950.00$ 950.00$ 5,550.00$ 8,625.00$
2202 Financial Management 600.00$ 300.00$ 1,000.00$ 900.00$ 900.00$ 1,000.00$ 375.00$ 5,075.00$ 8,512.00$
2203 Strategy 200.00$ 200.00$ 450.00$ 400.00$ 350.00$ 350.00$ 300.00$ 2,250.00$ 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$ 2,479.50$ 453.90$ 963.70$ 956.10$ 918.80$ 19,401.42$ 30,000.00$
2303 Creative Services - Out of Scope -$ -$
2304 Promotional Items & Visit Atascadero Brochure 4,018.42$ 127.02$ 1,991.85$ 6,137.29$ 18,000.00$
2400 Digital Marketing 32,200.00$ 5.67%
2401 Website Updates 482.00$ 157.00$ 120.00$ 25.60$ 47.20$ 281.60$ 1,113.40$ 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$ 765.96$ 1,211.62$ 3,323.30$ 2,649.69$ 4,108.69$ 15,769.58$ 18,800.00$
2404 E-Newsletter 1,115.60$ 992.40$ 944.92$ 759.69$ 728.99$ 438.79$ 837.29$ 792.19$ 6,609.87$ 9,400.00$
2500 Advertising 91,623.00$ 16.14%
2501 Planned Media Buys 1,377.31$ 1,280.68$ 9,603.44$ 21,529.64$ 5,786.87$ 2,498.60$ 1,964.00$ 2197.67 46,238.21$ 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$ 115.20$ 25.60$ 538.40$ 731.40$ 166.40$ 2,956.10$ 6,000.00$
2600 Public Relations 7,500.00$ 1.32%
2601 FAMs/ Individual Itineraries 734.50$ 800.00$ 1,534.50$ 3,500.00$
2602 PR Retainer & Reactive Planning 790.50$ 1,163.20$ 549.40$ 490.50$ 262.80$ 3,256.40$ 4,000.00$
-$
2700 Tour & Travel -$ 20,000.00$ 3.52%
2701 Trade Show 3,470.00$ 4,000.00$ 7,470.00$ 20,000.00$
Includes registration and firm
attendance fees.
2800 Consumer Outreach 51,000.00$ 8.98%
2801 Event Sponorship 7,500.00$ 15,000.00$ 15,000.00$ 5,000.00$ 42,500.00$ 45,000.00$
2802 Management of Event Sponorship 250.00$ 650.00$ 350.00$ 500.00$ 550.00$ 450.00$ 1,000.00$ 3,750.00$ 6,000.00$
TOTAL EXPENSES 24,444.31$ 13,520.92$ 30,757.80$ 46,865.49$ 32,370.70$ 9,316.91$ 17,681.31$ 31,089.65$ 157,276.13$ 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-5ITEM NUMBER:
DATE:
ATTACHMENT:
04/15/20
1
Page 23 of 25
4/2/20
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 2/29/2020 2019-2020
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 278,184$ 157,255$ 284,000$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 9,631 - 5,500
Total Revenue 164,104 246,536 268,231 276,875 287,815 157,255 289,500
EXPENSES
6050000 Office Expense - 5,164 - - - - 1,000
6070000 Advertising 3,450 86,914 91,005 144,521 178,720 113,359 155,000
6400000 Operating Supplies - 1,217 120 - - - 500
6500000 Contract Services 26,173 105,314 138,414 172,938 143,482 83,679 151,250
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 1,573 2,840
Total Expenses 31,243 206,020 232,639 323,636 325,408 198,610 311,020
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (37,593) (41,356) (21,520)
BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 365,441 318,679 281,086 250,820
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 365,441$ 318,679$ 281,086$ 239,730$ 229,300$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-5ITEM NUMBER:
DATE:
ATTACHMENT:
04/15/20
2
Page 24 of 25
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$ 406,434.26$ 1,390,972.47$
Fiscal Year 2020 452,747.36$ 324,608.10$
B-5ITEM NUMBER:
DATE:
ATTACHMENT:
04/15/20
3
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