HomeMy WebLinkAboutTBID_2020-06-17_AgendaPacketADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, June 17, 2020 at 2:30 P.M.
Video Conference: https://us02web.zoom.us/j/84587484364
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Deana Alexander, The Carlton Hotel
Board Member Lucian Caprau, Best Western Plus Colony Inn
Board Member Patricia Harden, SpringHill Suites by Marriott
Board Member Tom O’Malley, Portola Inn
Board Member Amar Sohi, Holiday Inn Express and Suites
APPROVAL OF AGENDA:
PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address
the Board on any matter not on this agenda and over which the Board has jurisdiction.
Speakers are limited to three minutes. Please state your name for the record before making
your presentation. The Board may take action to direct the staff to place a matter of business
on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless
changed by the Board.
A.CONSENT CALENDAR
1. ATBID Draft Action Minutes – May 20, 2020
•Recommendation: Approve the Draft Action Minutes of May 20, 2020. [Big Red
Marketing]
B.BUSINESS ITEMS
1.Election of Chairperson and Vice Chairperson for the Atascadero Tourism
Business Improvement District (ATBID) Advisory Board for the 20/21 Fiscal
Year Term
•Recommendation: ATBID Board to elect one member to serve as Chairperson
and to elect one member to serve as Vice Chairperson for the ATBID Advisory
Board for the 20/21 Fiscal Year Term. [Big Red Marketing]
•Fiscal Impact: None.
2.Event Cancellation Protocols
•Recommendation: Discuss and provide staff direction on protocols for event
cancellations. [Big Red Marketing]
•Fiscal Impact: None.
f
3. Budget AdHoc Committee Update
•Recommendation: Receive and file Budget AdHoc Committee Update. [Big Red
Marketing]
•Fiscal Impact: None.
4.ATBID Reserve Policy Update
•Recommendation: Receive and file ATBID Reserve Policy update from City
Council. [Big Red Marketing]
•Fiscal Impact: None.
5. Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
6. 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, May 20, 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:
Chairperson Alexander called the meeting to order at 2:47 p.m.
ROLL CALL:
Present: Chairperson Alexander, Board Member Caprau, Board Member
Harden, Board Member O’Malley, Board Member Sohi
Vacant: None.
Absent: None.
Staff Present: Destination Management Consultant Hanna Meisinger, Destination
Management Consultant Amanda Diefenderfer, Marketing Consultant
Ashlee Akers and Deputy City Manager/Outreach Promotions Terrie
Banish.
APPROVAL OF AGENDA:
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to approve the agenda with the modifications to table
Business Item B-1 until the June Board Meeting and discuss
Business Item B-4 before Business Item B-2.
Motion passed 5:0 by a roll call vote.
PUBLIC COMMENT: Mary Verdin.
A.CONSENT CALENDAR
1.ATBID Draft Action Minutes – April 15, 2020
●Recommendation: Approve the Draft Action Minutes of April 15, 2020. [Big Red
Marketing]
A-1ITEM NUMBER:
DATE: 06/17/2020
Page 4 of 22
MOTION: By Board Member Sohi and seconded by Board Member
O’Malley to approve the consent calendar.
Motion passed 5:0 by a roll call vote.
B.BUSINESS ITEMS
1.Election of Vice Chairperson for the Atascadero Tourism Business Improvement
District (ATBID) Advisory Board
●Recommendation: ATBID Board to elect one member to serve as Vice
Chairperson for the ATBID Advisory Board. [Big Red Marketing]
●Fiscal Impact: None.
This business item was tabled until the June Board Meeting during the approval of the
agenda.
2.AdHoc Committee Update
●Discuss and provide staff direction on the AdHoc Committee update. [AdHoc
Committee]
●Fiscal Impact: None.
Board Member O’Malley presented the AdHoc Committee update and provided a
background on the AdHoc Committee goals for the new Board Members. Board Member
Sohi shared additional details about the AdHoc Committee. Board Members O’Malley and
Sohi answered questions from the Board. City Staff Rickard explained the Draft Resolution
in detail to the Board and public to ensure a general understanding.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Chairperson
Alexander to recommend the City Council adopt the resolution as
presented through a consent calendar action.
Motion passed 5:0 by a roll call vote.
3.Mid-State Fair Updates
1. Mid-State Fair Sponsorship Update: Discuss and provide staff direction on the
Mid-State Fair Sponsorship Update. [Big Red Marketing]
Fiscal Impact (GL 2502): $7,500.
2. Mid-State Fair’s Showcase of Cities: Provide staff direction on Visit Atascadero’s
participation in the Mid-State Fair’s Showcase of Cities window display. [Big Red
Marketing]
Fiscal Impact (GL 2502): $300-$3,000.
Destination Management Consultant Meisinger shared the update from the Mid-State Fair
Board that they chose to wait and take in information to determine the plan for the 2020 Mid-
State Fair and that the event is scheduled to run as planned during this time. The Board
discussed opportunities to revise the sponsorship contract. Deputy City Manager Banish
shared additional contract information and answered questions from the Board.
PUBLIC COMMENT: None.
A-1ITEM NUMBER:
DATE: 06/17/2020
Page 5 of 22
MOTION: By Boar Member O’Malley and seconded by Board Member Sohi
to decline the current Mid-State Fair opportunities from section 1
and 2 and direct staff to work with the Mid-State Fair staff to
provide updated sponsorship opportunities at the June Board
Meeting based on a better understanding of 2020 Mid-State Fair
event model.
Motion passed 5:0 by a roll call vote.
4.COVID-19 Strategic Plan for Recovery
●Recommendation: Approve the COVID-19 Strategic Plan for Recovery. [Verdin]
●Fiscal Impact: TBD.
Marketing Consultant Akers presented the COVID-19 Strategic Plan for Recovery (Exhibit
A) including its strategy and tactics and answered questions from the Board.
This was discussed before Business Item B-2, as requested during the approval of agenda.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Board Member Sohi to
approve the COVID-19 Strategic Plan for Recovery.
Motion passed 5:0 by a roll call vote.
5.Event Tiers and Sponsorship Application Revision
●Recommendation: Discuss and provide staff direction on the revised event tiers
and sponsorship application. [Big Red Marketing]
●Fiscal Impact: None.
Destination Management Consultant Meisinger reported the modifications to the tiers.
Considering the unprecedented times, it was determined it is in the best interest to table this
item until more normal event activity resumes.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Board Member Sohi
to table this item for discussion at a future Board Meeting.
Motion passed 5:0 by a roll call vote.
6.Monthly Marketing Statistics Summary
●Recommendation: Receive and file Marketing Statistics Report. [Verdin]
●Fiscal Impact: None.
Marketing Consultant Akers presented the marketing update for the month of April and
answered questions from the Board. Akers also presented information on the Visit SLO
CAL Market Performance by Community.
PUBLIC COMMENT: Brendan Pringle.
A-1ITEM NUMBER:
DATE: 06/17/2020
Page 6 of 22
The Monthly Marketing Statistics Summary
was received and filed by the Board.
7.Monthly Budget Report
●Recommendation: Receive and file Budget Report. [Big Red Marketing]
●Fiscal Impact: None.
Destination Management Consultant Meisinger presented information about the budget
and answered questions from the Board. Chairperson Alexander appointed an AdHoc
Committee of Board Member Harden and Board member Caprau to review the 20/21 fiscal
year budget plans taking into consideration anticipated changes in revenue.
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 provided
updates from the Visit SLO CAL TMD Board Meeting including information about their
partnership with Tourism Economics to provide more information about guiding
decisions. Board Member Sohi answered questions from the Board.
2.Visit SLO CAL Marketing Committee Update – City Manager’s Office – Deputy City
Manager Banish provided updates from the Visit SLO CAL Marketing Committee and
answered questions from the Board. This information included Visit California
marketing in-state only for the first time.
3.Visit SLO CAL PR Task Force – Verdin –Marketing Consultant Akers did not have an
update from the PR Task Force but did share the Visit SLO CAL wave phased
recovery approach (Exhibit B) and answered questions from the Board.
4.Destination Management Update – Big Red Marketing – Destination Management
Consultant Meisinger presented updates to the Board including information on
upcoming agenda items and the Visit SLO CAL TIMB Board seat election. Meisinger
answered questions from the Board and requested any COVID-19 resource requests
be sent.
5.City Business Update – City Manager’s Office – Deputy City Manager Banish
provided updates from the City and answered questions from the Board. The City has
adopted the campaign “Be Safe. Be Calm. Be Kind.” The City has multiple safety
campaigns going on.
C.BOARD MEMBER COMMENTS
Board Member Alexander – Welcomed new Board Members to the Advisory Board.
Board Member O’Malley - Requested utilizing the City’s Zoom for the June Board Meeting.
Board Member Caprau – Requested a contact information sheet for the fellow Board and
staff members.
D.ADJOURNMENT
A-1ITEM NUMBER:
DATE: 06/17/2020
Page 7 of 22
Chairperson Alexander adjourned the meeting at 5:12 p.m.
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – COVID-19 Strategic Plan for Recovery
Exhibit B – Visit SLO CAL Report
APPROVED:
A-1ITEM NUMBER:
DATE: 06/17/2020
Page 8 of 22
ITEM NUMBER: B-1
DATE: 06/17/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Election of Chairperson and Vice Chairperson for the
Atascadero Tourism Business Improvement District
(ATBID) Advisory Board for the 20/21 Fiscal Year Term
RECOMMENDATION:
ATBID Board to elect one member to serve as Chairperson and to elect one member to
serve as Vice Chairperson for the ATBID Advisory Board for the 20/21 Fiscal Year
Term.
DISCUSSION:
The ATBID Chairperson facilitates ATBID Board meetings and is expected to be
prepared and knowledgeable about items on the agenda, vendors, and Board policies
and procedures. Additionally, the ATBID Chairperson should be aware of the legalities
and practices regarding public advisory boards.
The Vice Chairperson is expected to act as ATBID Chairperson in case of absence.
Board Member Deana Alexander has served as the Chairperson for the ATBID Board
for the previous two terms and the Chairperson seat is up for reelection for the 20/21
fiscal year.
Board Member Jaclyn Dawson has served as the Vice Chairperson for the ATBID
Board for a partial term. Upon her resignation from the Board, the Vice Chairperson
seat must be filled by a current member of the Board for the 20/21 fiscal year.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 9 of 22
ITEM NUMBER: B-2
DATE: 06/17/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Event Cancellation Protocols
RECOMMENDATION:
Discuss and provide staff direction on protocols for event cancellations.
DISCUSSION:
Throughout the fiscal year, the Atascadero TBID Advisory Board budgets a specific
amount of money towards sponsoring events. Due to the COVID-19 pandemic, many of
the events that applied for sponsorships that were approved by the Board have been
cancelled or modified.
Currently the events that have confirmed their cancellation are:
•Central Coast Reserve’s Lakeside Wine Festival
Sponsorship: $5,000
Date Paid: N/A
•WCA Burgers and Brews
Sponsorship: $500
Date Paid: N/A
•Central Coast Cider Festival
Sponsorship: $15,000
Date Paid: November 26, 2019
The Board will determine the best action for those events regarding the funding they
provided.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 10 of 22
ITEM NUMBER: B-3
DATE: 06/17/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Budget AdHoc Committee Update
RECOMMENDATION:
Receive and file Budget AdHoc Committee Update.
DISCUSSION:
At the May Atascadero TBID Board Meeting, Chairperson Alexander appointed two
board members to an AdHoc Committee that was formed to help understand changes
to the 20/21 budget based up unexpected decreases in revenue from the COVID-19
pandemic. Board Member Caprau and Board Member Harden were appointed to the
AdHoc Committee positions to represent and provide input from the Advisory Board.
The AdHoc Committee met with City Staff on June 11. The presentation will provide
updates from that meeting.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 11 of 22
ITEM NUMBER: B-4
DATE: 06/17/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
ATBID Reserve Policy Update
RECOMMENDATION:
Receive and file ATBID Reserve Policy update from City Council.
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 directed a draft recommendation that will be provided to the Board for
approval, and then to the City Staff and City Council for approval.
At the May Board Meeting, a draft resolution was approved to send to City Council as
part of the Content Calendar.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Reserve Policy
Page 12 of 22
ITEM NUMBER: B-4
DATE:
ATTACHMENT:
06/17/2020
1
DRAFT RESOLUTION
RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
ATASCADERO, CALIFORNIA, ESTABLISHING A RESERVE POLICY
FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT
DISTRICT
WHEREAS, reserves are a function of revenues, expenses and remaining fund balances; and
WHEREAS, fiscal stability is a critical factor in the overall health and sustainability of the
Atascadero Tourism Business Improvement District (ATBID); and
WHEREAS, sound financial management includes the practice and discipline of
maintaining adequate reserve funds; and
WHEREAS, it is ATBID’s desire to maintain a sufficient level of reserve funds to provide
for the continuation of ATBID operations in the event of natural or fiscal emergencies or other
significant event; and
WHEREAS, the prudent level of reserves is not a static number or percentage of ATBID
expenditures, but instead is a function of the economic climate, exposure to risk, and cash flow needs;
and
WHEREAS, the City Council may increase the ATBID budget to respond to natural or fiscal
emergencies or other significant events affecting, or potentially affecting, lodging and tourism
businesses; and
WHEREAS, the City Council desires that the ATBID has the ability to promptly anticipate
and/or quickly respond to events or circumstances that may or will affect lodging and tourism
businesses; and
WHEREAS, the ATBID Board has requested assurance that in the event of a natural or fiscal
emergency, or other significant event, the City will do all within its power to insure in that the ATBID
has access to all of its funds on hand if necessary.
NOW, THEREFORE BE IT RESOLVED, by the City Council of the City of Atascadero:
SECTION 1. Reserves should be evaluated, funding goals considered and the accumulation
and/or expenditure of reserves determined as part of adoption of the biennial budget.
SECTION 2. As part of the biennial budget process, three key measurements should be
evaluated both independently and in conjunction with one another to determine the prudent level
of ATBID Fund Reserves for that two-year budget cycle:
1. State of the economy
2. Cash flow needs
3. Costs of potential natural disasters and emergencies or other significant events
Page 13 of 22
ITEM NUMBER: B-4
DATE:
ATTACHMENT:
06/17/2020
1
SECTION 3. There shall be no upper limit on the amount of ATBID Fund Reserve; rather
reserve levels shall be set based on the criteria set in Section 2. The lower limit should be no less than
20% of budgeted ATBID expenditures
SECTION 4. In the event of natural or fiscal emergencies or other significant events, the
City Council will act quickly and with urgency to address ATBID budget concerns so that the ATBID
Board has the ability to promptly anticipate and/or quickly respond to such events.
SECTION 5. In the event of natural or fiscal emergencies or other significant events, the
ATBID Fund Reserve level may fall below the lower limit of 20% of budgeted ATBID expenditures;
however, within 6 months of the declared emergency, the ATBID Board shall adopt a long-term
financial plan to bring the ATBID Fund Reserves up to the minimum level prescribed above.
SECTION 6. The City Manager and Director of Administrative Services are hereby
authorized and directed to implement the policy hereby established.
PASSED AND ADOPTED at a regular meeting of the City Council held on the __ day of
_____, 2020.
On motion by Council Member ___ and seconded by Council Member ___, the foregoing
Resolution is hereby adopted in its entirety on the following roll call vote:
AYES:
NOES:
ABSENT:
ABSTAIN:
CITY OF ATASCADERO
________________________________
Heather Moreno, Mayor
ATTEST:
Lara K. Christensen, City Clerk
APPROVED AS TO FORM:
Brian Pierik, City Attorney
Page 14 of 22
ITEM NUMBER: B-5
DATE: 06/17/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file Marketing Statistics Report.
DISCUSSION:
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 did not spend any budget on
paid media due to COVID-19. 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.May Statistics Summary
Page 15 of 22
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
MAY STAT SUMMARY
ATASCADERO TBID
June 4, 2020
WEB ANALYTICS (2020 vs. 2019)
WEBSITE TRAFFIC
Page Views:
7,054 vs. 16,556 (-57%)
New Visitors:
3,904 vs. 7,758 (-50%)
Total Sessions:
4,343 vs. 9,882 (-56%)
Mobile Views: 1,761 (-69%)
Desktop Views: 2,184 (-1%)
PPV (Page Per Visit):
1.62 (-3%)
TOS (Time on Site):
0:39 (-20%)
ACQUISITION
Social: 177 (-91%)
Direct: 1,775 (-43%)
Organic: 1,980 (-30%)
Referral: 124 (-79%)
GEOGRAPHIC REFERRALS
Chicago: 1,352 (+156%)
Atascadero: 567 (-30%)
Los Angeles: 293 (-78%)
Paso Robles: 399 (-1%)
San Francisco: 227 (-62%)
Irvine: 127 (-29%)
San Luis Obispo: 71 (-69%)
Santa Clara: 101 (+1,583%)
Arroyo Grande: 38 (+31%)
Greenfield: 44 (-4%)
PAGE VIEWS
Home: 608 (-71%)
Parks: 426 (-65%)
Things to do: 408 (-70%)
Parks: 209 (-77%)
Taco De Mexico: 329
(+ 32,800%)
Cruise Weekend: 308
(+43%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,731
Impressions: 9,842
Organic: 9,689
Paid: 0
Reach: 6,957
Engagements: 286
Top Post: Time is Right
Reach: 521
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 2,734
New Followers: 42
Likes received: 1358
Comments received: 34
Main audience: Women under 44
Twitter Followers: 297
Engagements: 10
Main audience: Reporters and Destinations
B-5ITEM NUMBER:
DATE: ATTACHMENT:06/17/2020
1
Page 16 of 22
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
ADVERTISING ANALYTICS
No e-newsletters were sent out in the month of May due to the COVID-19 virus and stay-in-place
orders throughout California.
E-NEWSLETTER ANALYTICS
No advertising ran in the month of May due to the COVID-19 virus and stay in place orders throughout
California.
B-5ITEM NUMBER:
DATE: ATTACHMENT:06/17/2020
1
Page 17 of 22
ITEM NUMBER: B-6
DATE: 05/20/2020
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 April 30, 2020.
Overall, the current actual spending falls well within the budgeted amount for the year.
However, there are a few budgeted areas that are exceeding their original budget limit or
nearing it. The cost of Lodging Ordinance Enforcement increased to $5,153.00 which is
over the original budgeted amount of $4,000. The budget code GL 2403 for Social
Media/Contest Management has been exceeded by $605.00.
As we look towards budget planning for the 20/21 fiscal year, these exceeded sections
will be compared to sections far under expected budget and adjustments will be made.
The Annual Assessment was presented to the City Council on June 9, 2020 and will go
to Public Hearing on June 23, 2020.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. ATBID Budget
2. Fund Summary
3. TOT Report
4. Annual Assessment
Page 18 of 22
GL #Notes
REVENUE PROJECTIONS July August September October November December January February March April Actuals Budgeted
1100 2% BID Revenue July 2019 - June 2020 3,339.00$ 74,022.00$ 2,678.00$ 15,601.00$ 51,582.00$ 1,525.00$ 8,508.00$ 24,327.00$ 17,055.00$ 198,637.00$ 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 5,153.00$ 5,153.00$ 4,000.00$
2105 Big Red Marketing 750.00$ 650.00$ 800.00$ 1,000.00$ 800.00$ 750.00$ 750.00$ 750.00$ 750.00$ 7,000.00$ 9,375.00$
2106 Verdin 1,827.94$ 1,550.30$ 1,612.80$ 996.10$ 1,129.20$ 677.10$ 1,162.70$ 1,741.30$ 2,121.60$ 2,179.10$ 14,998.14$ 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$ 850.00$ 1,200.00$ 7,600.00$ 8,625.00$
2202 Financial Management 600.00$ 300.00$ 1,000.00$ 900.00$ 900.00$ 1,000.00$ 375.00$ 500.00$ 500.00$ 6,075.00$ 8,512.00$
2203 Strategy 200.00$ 200.00$ 450.00$ 400.00$ 350.00$ 350.00$ 300.00$ 550.00$ 550.00$ 3,350.00$ 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$ 1,088.48$ 616.20$ 21,106.10$ 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$ 225.40$ 1,338.80$ 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$ 1,649.69$ 4,108.69$ 3,003.31$ 1,632.11$ 19,405.00$ 18,800.00$
2404 E-Newsletter 1,115.60$ 992.40$ 944.92$ 759.69$ 728.99$ 438.79$ 837.29$ 792.19$ 778.39$ 41.99$ 7,430.25$ 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$ 2,964.73$ 2197.67 1550.84 48,789.78$ 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$ 742.40$ 3,698.50$ 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$ 4.00$ 490.50$ 262.80$ 2,711.00$ 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$ 280.00$ 280.00$ 4,310.00$ 6,000.00$
-$ -$
TOTAL EXPENSES 24,444.31$ 13,520.92$ 30,757.80$ 46,320.09$ 32,370.70$ 8,566.91$ 17,573.76$ 22,581.65$ 17,593.42$ 7,749.40$ 221,478.96$ 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-6ITEM NUMBER:
DATE:
ATTACHMENT:
06/17/2020
1
Page 19 of 22
6/5/20
FUND TYPE
235 Special Revenue
17969.37 181582.01
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL 2019-2020 BUDGETED
2014-2015 2015-2016 2016-2017 2017-2018 2018-2019 through 4/30/2020 2019-2020
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 278,184$ 198,637$ 284,000$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 9,631 - 5,500
Total Revenue 164,104 246,536 268,231 276,875 287,815 198,637 289,500
EXPENSES
6050000 Office Expense - 5,164 - - - - 1,000
6070000 Advertising 3,450 86,914 91,005 144,521 178,720 120,422 155,000
6400000 Operating Supplies - 1,217 120 - - - 500
6500000 Contract Services 26,173 105,314 138,414 172,938 143,482 101,959 151,250
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 1,986 2,840
Total Expenses 31,243 206,020 232,639 323,636 325,408 224,367 311,020
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (37,593) (25,730) (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$ 255,356$ 229,300$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-6ITEM NUMBER:
DATE:
ATTACHMENT:
06/17/2020
2
Page 20 of 22
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$ 324,608.08$ 215,772.47$
B-6ITEM NUMBER:
DATE:
ATTACHMENT:06/17/2020
3
Page 21 of 22
ITEM NUMBER: B-6
DATE: 06/17/2020
ATTACHMENT: 4
ATBID Annual Report
Fiscal Year 2020-2021
(Pursuant to Streets & Highways Code Section 36533)
1. Proposed activities, programs and projects for the fiscal year:
• Contract services
o Marketing Firm
o Administration Services
• Marketing Plan
• Maintenance of Visual Assets
o Photography & Content
o Creative Services
• Digital Marketing
o Website Content & Updates (i.e., Visit Atascadero; VisitSLOCAL)
o Social Media
• Advertising
o Print & Promotional Items
o Digital
o Reactive Opportunities
• Public Relations
o Group FAM (familiarization tours for journalists, tour operators and
meeting & event coordinators)
o Individual Journalist Hosted Itineraries
o Press Releases
• Tour & Travel
o Collaboration with CCTC FAMs
o Collaboration with Visit CA FAMs
o Collaboration with Visit SLOCAL FAMs
• Consumer Outreach
o Event Sponsorships Opportunities
o Event Marketing
o Email Marketing
• Administration of TBID fund
2. Approximate cost of such activities, programs and projects for the fiscal year is
projected to be $316,450.
3. Amount of fund balance as of June 30, 2020 is projected to be $234,800.
4. Estimated fund balance for June 30, 2021 is budgeted at $271,820, but with the
adjustments for the response to COVID-19, is now projected to be $154,250.
5. Contributions received other than assessments:
• Estimated interest income of $440 for fiscal year 2019/2020.
• Estimated interest income for fiscal year 2020/21 is budgeted at $4,670,
but with the adjustments for the response to COVID-19, is now projected
to be $3,100.
Page 22 of 22