HomeMy WebLinkAboutTBID_2020-08-19_AgendaPacket ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA
* COVID-19 NOTICE *
Consistent with Executive Orders N-25-20 and No. N-29-20 from the
Executive Department of the State of California and the San Luis Obispo
County Health Official’s March 18, 2020 Shelter at Home Order, the
Atascadero Tourism Business Improvement District Meeting will not be
physically open to the public and Advisory Board Members will be
teleconferencing into the meeting.
HOW TO OBSERVE THE MEETING:
To maximize public safety while still maintaining transparency and public access,
the meeting will be available by visiting https://zoom.us/j/95697318796.
HOW TO SUBMIT PUBLIC COMMENT:
Members of the public are highly encouraged to join the video conference to listen
and provide public comment.
AMERICAN DISABILITY ACT ACCOMMODATIONS:
Any member of the public who needs accommodations should contact the City
Clerk’s Office at cityclerk@atascadero.org or by calling 805-470-3400 at least 48
hours prior to the meeting or time when services are needed. The City will use their
best efforts to provide reasonable accommodations to afford as much accessibility
as possible while also maintaining public safety in accordance with the City procedure
for resolving reasonable accommodation requests.
Atascadero Tourism Business Improvement District Board Meeting agendas and
minutes may be viewed on the City's website: www.atascadero.org.
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 on our
website, www.atascadero.org. All documents will be available for public inspection during City
Hall business hours once City Hall is open to the public following the termination of the Shelter at
Home Order.
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA
Wednesday, August 19, 2020 at 2:30 P.M.
Video Conference: https://zoom.us/j/95697318796
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
ROLL CALL: Chairperson Tom O’Malley, Portola Inn
Vice Chairperson Lucian Caprau, Best Western Plus Colony Inn
Board Member Deana Alexander, The Carlton Hotel
Board Member Patricia Harden, SpringHill Suites by Marriott
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 – June 17, 2020
•Recommendation: Approve the Draft Action Minutes of June 17, 2020. [Big Red
Marketing]
B.BUSINESS ITEMS
1.Event Cancellation Protocols
•Recommendation: Approve protocol for event cancellations. [Big Red Marketing]
•Fiscal Impact: None.
2.Marketing Strategic Planning Discussion
•Recommendation: Discuss and provide staff direction on 2020/21 Marketing
efforts. [Verdin]
•Fiscal Impact: None.
3.Visit SLO CAL TMD Baseline Report
•Recommendation: Approve $1,000 pass-through rate for the Visit SLO CAL TMD
Baseline Report. [Big Red Marketing]
•Fiscal Impact [GL: 2502]: $1,000.
f
4. Budget AdHoc Committee Update
•Recommendation: Receive and File Budget AdHoc Committee Update. [Big Red
Marketing]
•Fiscal Impact: None.
5.Draft 2020/21 Visit Atascadero Budget
•Recommendation: Discuss and provide staff direction on the 2020/21
expenditure budget for Visit Atascadero. [Big Red Marketing]
•Fiscal Impact: None.
6.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
7.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.FUTURE AGENDA ITEMS
1.Revised Event Sponsorship Tiers and Application
2.Garagiste Event Sponsorship
3. Colony Days Event Sponsorship
4.Atascadero Mural Project
F. 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, 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:
Chairperson Alexander called the meeting to order at 2:40 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 Board Member
Caprau to approve the agenda.
Motion passed 5:0 by a roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1.ATBID Draft Action Minutes – May 20, 2020
●Recommendation: Approve the Draft Action Minutes of May 20, 2020. [Big Red
Marketing]
MOTION: By Board Member O’Malley and seconded by Board Member
Sohi to approve the consent calendar with the correction of a
misspelling.
Motion passed 5:0 by a roll call vote.
Page 4 of 24
A-1ITEM NUMBER:
DATE: 08/19/2020
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.
Destination Management Consultant Meisinger shared information on the Chairperson and
Vice Chairperson positions for the 2020/21 Fiscal Year. Board Member Sohi nominated
Board Member O’Malley to be Chairperson. Chairperson Alexander nominated Board
Member Caprau for Vice Chairperson. Meisinger answered any additional questions from
the Board.
PUBLIC COMMENT: None.
MOTION: By Chairperson Alexander and seconded by Board Member Sohi
to elect Board Member O’Malley to serve as Chairperson and to
elect Board Member Caprau to serve as Vice Chairperson for the
ATBID Advisory Board for the 2020/21 Fiscal Year.
Motion passed 5:0 by a roll call vote.
2.Event Cancellation Protocols
•Recommendation: Discuss and provide staff direction on protocols for event
cancellations. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger shared updates on potential event
sponsorship cancellation protocols and asked questions from the Board. The Board
discussed best possible options and determined an outline. An official protocol plan will be
presented at an upcoming Board Meeting.
PUBLIC COMMENT: None.
MOTION: By Board Member O’Malley and seconded by Board Member
Harden to recommend that a procedure is created to state that
staff ask event managers for a financial summary detailing
expenditures related to their sponsorship, upon review of the
financial summary, staff will complete the following based on if it
is a returning or new event. Returning events will be given the
opportunity to roll any funds not used, as reflected in the financial
summary, forward to the following year. New events will be
required to return any funds not used, as reflected in the financial
summary, to the Atascadero TBID and will be required to re-apply
for sponsorship for the following year.
Motion passed 5:0 by a roll call vote.
Page 5 of 24
A-1ITEM NUMBER:
DATE: 08/19/2020
3.Budget AdHoc Committee Update
•Recommendation: Receive and file Budget AdHoc Committee Update. [Big Red
Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger shared updates from the first Budget AdHoc
Committee meeting and answered questions from the Board.
PUBLIC COMMENT: None.
The Budget AdHoc Committee Update
was received and filed by the Board.
4. ATBID Reserve Policy Update
•Recommendation: Receive and file ATBID Reserve Policy update from City
Council. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger shared updates from the ATBID Reserve
Policy. The official signed resolution will be shared when finalized at an upcoming Board
Meeting.
PUBLIC COMMENT: None.
The ATBID Reserve Policy Update
was received and filed by the Board.
5.Monthly Marketing Statistics Summary
●Recommendation: Receive and file Marketing Statistics Report. [Verdin]
●Fiscal Impact: None.
Marketing Consultant Akers shared updates from the Marketing and answered questions
from the Board.
PUBLIC COMMENT: None.
The Monthly Marketing Statistics Summary
was received and filed by the Board.
5.Monthly Budget Report
●Recommendation: Receive and file Budget Report. [Big Red Marketing]
●Fiscal Impact: None.
Destination Management Consultant Meisinger shared budget updates and answered
questions from the Board.
PUBLIC COMMENT: None.
The Monthly Budget Report
was received and filed by the Board.
Page 6 of 24
A-1ITEM NUMBER:
DATE: 08/19/2020
C. UPDATES
1.Visit SLO CAL TMD Update – Board Member Sohi – Board Member Sohi updated
the Board on discussions at the Visit SLO CAL TMD meeting including that Visit SLO
CAL will be going out to RFP for a new marketing firm in 2021. Sohi answered
questions from the Board and provided a few other updates.
2.Visit SLO CAL Marketing Committee Update – City Manager’s Office – Deputy City
Manager Banish shared updates from the Visit SLO CAL Marketing Committee,
including the change of focus to outdoor adventure promotion and the upcoming
customizable campaign. Banish answered questions from the Board.
3.Visit SLO CAL PR Task Force – Verdin – Destination Marketing Consultant Akers
shared information from the PR Task Force meeting on May 28. Some of the updates
included identifying possibilities for campaigns based on PR budget and the
continuation of virtual happy hours. Akers shared information about FAM tours and
answered questions from the Board.
4.Destination Management Update – Big Red Marketing – Destination Management
Consultant Meisinger gave updates and answered questions from the Board. Board
members were informed they were able to share any recommendations for the Visit
SLO CAL TMD Board position before the City Council special meeting.
5. City Business Update – City Manager’s Office – Deputy City Manager Banish shared
city business updates, including the update that gatherings related to first amendment
rights are permitted, such as cultural and religious events. Banish answered
additional questions from the Board.
C.BOARD MEMBER COMMENTS
Board Member Sohi – Shared excitement for having Board Member Caprau and Board
Member Harden join the advisory board.
D.ADJOURNMENT
Chairperson Alexander adjourned the meeting at 4:34 p.m.
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
APPROVED:
Page 7 of 24
A-1ITEM NUMBER:
DATE: 08/19/2020
ITEM NUMBER: B-1
DATE: 08/19/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Event Cancellation Protocols
RECOMMENDATION:
Approve protocol 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
• Central Coast Craft Beer Festival – March 28, 2020 (rescheduled to June 20,
2020 and rescheduled again to October 24, 2020)
Sponsorship: $5,000, Date Paid: February 21, 2020
Other approved events:
• Garagiste (November 2020)
Sponsorship: $7,500 (contingent upon Visit Atascadero being promoted as the
designated lodging sponsor), Date Paid: N/A
• Wine Speak (January 2021)
Sponsorship: $10,000, Date Paid: N/A
ITEM NUMBER: B-1
DATE: 08/19/2020
During the June 2020 Board Meeting, the Board discussed an event cancellation
protocol. The document attached here represents the Board’s discussions during the
June meeting.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Event Cancellation Protocol
Note: Due to the individual nature of events. The Atascadero Tourism Improvement District
Advisory Board reserves the right to review events specifically and take action outside of
protocol if deemed necessary.
Event Sponsorship Cancellation Protocols
Background
The Atascadero Tourism Busines Improvement District (ATBID) sponsors multiple events
throughout the year that encourage visits to Atascadero and meet the goals defined by the
ATBID Advisory Board to promote Atascadero as a tourism destination.
If an event with an approved financial sponsorship from the ATBID is cancelled or modified in a
way that no longer reflects the originally approved event, the Board has determined the
following protocol to ensure a consistent approach in responding to these modifications. The
protocol defines two approaches dependent on whether funds have been distributed and if the
event is a scheduled to regularly occur or a new event.
Funds Not Yet Processed
In the instance that an event is cancelled or modified, event management must re-apply for
sponsorship. New applications may reflect modifications or can be for new dates. The ATBID
Board will review the application and approve or deny the new request.
Funds Processed
Event management must provide the ATBID Board with a financial summary reflecting the
portion of the funds have been used and the category of expenses.
New Events
After reviewing the financial summary, the Board may request any funds not spent in the
manner approved by the Board be returned to the ATBID. Funds utilized to support the original
uses defined in an application prior to the modification or cancellation of the event may be
retained by the event management. The event managers will be asked to re-apply for
sponsorship of the remaining funds.
Returning Events
After reviewing the financial summary, the Board may request any funds not spent in the
manner that was approved by the Board be returned to the ATBID. Funds utilized to support
the original uses defined in an application prior to the modification or cancellation of the event
may be retained by the event management. The remaining funds will be re-awarded to the
event at the time that it is rescheduled to run in its originally proposed format. The event
management will not need to re-apply for the sponsorship of the event unless there are
significant changes in the event structure that will no longer meet the goals provided by the
ATBID.
Page 10 of 24
B-1ITEM NUMBER:
DATE: ATTACHMENT:08/19/2020
1
ITEM NUMBER: B-2
DATE: 08/19/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Marketing Strategic Planning Discussion
RECOMMENDATION:
Discuss and provide staff direction on 2020/21 Marketing efforts.
DISCUSSION:
The ATBID contracted marketing firm, Verdin, will present a comprehensive overview of
recommended Visit Atascadero marketing efforts, initiatives, goals and strategies for the
2020/21 fiscal year. The presentation will also review marketing efforts, statistics,
campaigns, learnings and achievements from Visit Atascadero’s 2019/20 fiscal year.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 11 of 24
ITEM NUMBER: B-3
DATE: 08/19/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit SLO CAL TMD Baseline Report
RECOMMENDATION:
Approve $1,000 pass-through rate for the Visit SLO CAL TMD Baseline Report.
DISCUSSION:
Visit SLO CAL has provided a three-scenario lodging forecast developed by Tourism
Economics, a division of Oxford Economics. The monthly forecast includes projections
for Occupancy, ADR, RevPAR, and lodging taxes until June 2022. These findings will
be reported on a county-wide and individual community basis. Access to individual
community results requires a pass-through cost to Visit SLO CAL.
Visit Atascadero is requesting a $1,000 pass-through cost for this report.
Although these are projections and 100% accuracy is not assured, Visit SLO CAL
believes it will be of significant value to lodging investors, DMO partners, and lodging
communities.
FISCAL IMPACT [GL 2502]:
$1,000.
ATTACHMENTS:
1.COVID-19 Impacts Baseline Report Introduction
Page 12 of 24
COVID-19 impacts on SLO CAL's visitor economy
Baseline, Upside, and Downside Scenarios
This workbook contains three forecast scenarios for Atascadero.
-- In the Upside Scenario, travel spending grows quickly in June due to either eased travel restrictions or increased public disregard of travel restrictions
-- In the Baseline Scenario, travel spending grows quickly in July and August due to either eased travel restrictions or increased public disregard of travel restrictions.
-- In the Downside Scenario, travel restrictions are not eased until August or September, and no sharp increase takes place.
All comparisons are made in reference to 2019 figures.
$365
$302 $290
$342$365
$299
$261
$323
$365
$298
$225
$290
$0
$50
$100
$150
$200
$250
$300
$350
$400
FY2019 FY2020 FY2021 FY2022
Upside Baseline Downside
Accommodation revenue in SLO CAL, three scenarios
Dollars, millions
-17%
-21%
-6%
-18%
-29%
-12%
-18%
-38%
-21%
-45%
-40%
-35%
-30%
-25%
-20%
-15%
-10%
-5%
0%
FY2020 FY2021 FY2022
Upside Baseline Downside
Accommodation revenue losses in SLO CAL, three scenarios
Percent of total accommodation revenue compared to 2019
-90%
-80%
-70%
-60%
-50%
-40%
-30%
-20%
-10%
0%
Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Upside Baseline
Downside
Lost visitor spending in SLO CAL, three scenarios
Percent of total spending compared to 2019
Strong increase in
June
Strong increase in
July/August
No strong increase
Page 13 of 24
B-3ITEM NUMBER:
DATE: ATTACHMENT:08/19/2020
1
ITEM NUMBER: B-4
DATE: 08/19/2020
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 on June 11, 2020 and July 9, 2020. This presentation will
provide information for the Board about those two meetings.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 14 of 24
ITEM NUMBER: B-5
DATE: 08/19/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Draft 2020/21 Visit Atascadero Budget
RECOMMENDATION:
Discuss and provide staff direction on the 2020/21 expenditure budget for Visit Atascadero.
DISCUSSION:
The draft 2020/2021 budget shows changes and updates in anticipated expenditures for the
2020/2021 fiscal year, specifically related to the changes in anticipated expenditures due to
the COVID-19 pandemic.
There is an expected $100,000 decrease in anticipated revenue due to the COVID-19
pandemic. The Budget AdHoc Committee reviewed the 2019/20 budget and made changes
based on actual spending and anticipated changes in workload.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. Draft 2020/21 Visit Atascadero Budget
Page 15 of 24
GL #Notes
REVENUE PROJECTIONS Budget
1100 2% BID Revenue July 2020 - June 2021 $326,770.00
Based on initial projections related to COVID-19 impact,
the goal is to reduce expenses by $100,000
1200 Estimated Fund Balance from 2019/2020 $256,830.00
1300 Revenue from Use of Money $4,670.00
Total $588,270.00
Budget % of Total
Budget
Recommended
Budget Updates
2100 Admin 14.78% $38,385.00
2101 City Admin Fees $2,610.00
2102 Office Expense $2,500.00
2103 Operating Supplies and misc. expenses $500.00
2104 Lodging Ordinance Enforcement $5,200.00 Cost increased in 2020
2105 Big Red Marketing $9,375.00
2106 Verdin $18,200.00
2200 ATBID Management 8.01% $20,812.00
2201 Board Management & Coordination $8,625.00 This is based on 10 meetings per year
2202 Financial Management $8,512.00
2203 Strategy $3,675.00
2300 Visual Assets and Branding 8.85% $23,000.00
2301 Photography & Video $0.00 Included in the GL 2900 section
2302 Creative Services - Verdin Scope $23,000.00
2303 Creative Services - Out of Scope
2304 Promotional Items & Visit Atascadero Brochure $0.00
Due to COVID-19 concerns, we eliminated
costs for hand-out items
2400 Digital Marketing 9.04% $23,480.00
2401 Website Updates $780.00
2402 Social Media contest hard costs $200.00
2403 Social Media/Contest Management $18,800.00
2404 E-Newsletter $3,700.00 Recommend quarterly newsletters
2500 Advertising 24.86% $64,576.00
2501 Planned Media Buys $50,000.00
2502 Reactive Advertising & Co-Ops $10,000.00
2503 Verdin Media Retainer $4,576.00
2600 Public Relations 1.73% $4,500.00
2601 FAMs/ Individual Itineraries $1,500.00
2602 PR Retainer & Reactive Planning $3,000.00
2700 Tour & Travel 3.85% $10,000.00
2701 Trade Show $10,000.00 Allows for presence at one major trade show
2800 Consumer Outreach 13.47% $35,000.00
2801 Event Sponorship $30,000.00
Due to event sponsorship roll-overs, it is
possible to lower this amount
2802 Management of Event Sponorship $5,000.00 Reflective of event sponsorship roll overs
2900 Recovery Plan 15.40% $40,000.00
2901 Social Media/Contest Management $10,000.00
2902 Recovery Campaigns/Giveaways $10,000.00
2903 Public Relations Tactics $5,000.00
2904 Partnership Programs $10,000.00
2905 Signage $5,000.00
TOTAL EXPENSES $259,753.00 Total reduction recommended reflects: $57,000
Cash Reserves $58,000.00
Funds Unallocated $270,517.00
Total Budget $588,270.00
ATBID 2020/21 BUDGETED P&L
Page 16 of 24
B-5ITEM NUMBER:
DATE: ATTACHMENT:08/19/2020
1
ITEM NUMBER: B-6
DATE: 08/19/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Marketing Statistics Summary
RECOMMENDATION:
Receive and file Marketing Statistics Report.
DISCUSSION:
During the month of June, Verdin focused on social media as the primary way of
communication to visitors due to the pandemic. We were light on activities to conserve
resources for the launch of the recovery plan in July.
July began the recovery marketing plan implementation. The team created three custom
itineraries based on the new trip motivator behaviors and passions. They will go live on
the Visit Atascadero website in August. Verdin also began the creation of the social
video series and is excited to launch these videos in this month.
Overall website traffic continues to be down due to the pause in paid media and the
reduced budget compared to the last fiscal year. We will continue to work closely with
our partners and introduce new marketing tactics as travel begins to increase.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.June Statistics Summary
2.July Statistics Summary
Page 17 of 24
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
JUNE STAT SUMMARY
ATASCADERO TBID
July 2, 2020
WEB ANALYTICS (2020 vs. 2019)
WEBSITE TRAFFIC
Page Views:
8,050 vs. 14,238 (-43%)
New Visitors:
3,930 vs. 5,459 (-28%)
Total Sessions:
4,460 vs. 7,209 (-38%)
Mobile Views: 1,668 (-52%)
Desktop Views: 2,250 (+16%)
PPV (Page Per Visit):
1.80 (-9%)
TOS (Time on Site):
0:50 (-29%)
ACQUISITION
Social: 144 (-6%)
Direct: 1,786 (+7%)
Organic: 1,960 (-44%)
Referral: 215 (73%)
GEOGRAPHIC REFERRALS
Chicago: 1,176 (+512%)
Atascadero: 438 (-58%)
Los Angeles: 334 (-47%)
Paso Robles: 320 (-48%)
San Francisco: 258 (-64%)
San Luis Obispo: 76 (-70%)
Boardman, OR: 61 (+33%)
Santa Clara: 55 (+1,733%)
Greenfield: 33 (-44%)
Ashburn: 22 (-57%)
Bakersfield: 32 (-16%)
PAGE VIEWS
Things to do: 711 (-21%)
Home: 645 (-65%)
Events: 569 (-71%)
Parks: 523 (-14%)
Eat: 264 (-41%)
Downtown: 221 (-0.5%)
Bike/Hike: 178 (+17%
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,739
Impressions: 12,000
Organic: 11,861
Paid: 0
Reach: 8,579
Engagements: 403
Top Post: So pretty you almost don’t want to drink
it.
Reach: 197
Main audience: Women ages 35-44, living in SLO
County and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 2,778
New Followers: 86
Likes received: 754
Comments received: 12
Main audience: Women under 44
Twitter Followers: 301
Engagements: 4
Main audience: Reporters and Destinations
Page 18 of 24
B-6ITEM NUMBER:
DATE: ATTACHMENT:08/19/2020
1
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 June due to the COVID-19 virus and stay-in-place
orders throughout California.
E-NEWSLETTER ANALYTICS
No advertising ran in the month of June due to the COVID-19 virus and stay in place orders throughout
California.
Page 19 of 24
B-6ITEM NUMBER:
DATE: ATTACHMENT:08/19/2020
1
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
JULY STAT SUMMARY
ATASCADERO TBID
August 4, 2020
WEBSITE TRAFFIC
Page Views:
9,872 vs. 16,545 (-40%)
New Visitors:
4,162 vs. 6,310 (-34%)
Total Sessions:
4,851 vs. 8.600 (-44%)
Mobile Views: 1,949 (-50%)
Desktop Views: 2,229 (-9%)
PPV (Page Per Visit):
2.04 (+6%)
TOS (Time on Site):
001:08 (+2%)
ACQUISITION
Social: 146 (-54%)
Direct: 1,812 (+11%)
Organic: 2,091 (-51%)
Referral: 290 (-59%)
GEOGRAPHIC TRAFFIC
Chicago: 1,148 (+173%)
Atascadero: 573 (-54%)
Los Angeles: 399 (-52%)
Paso Robles: 302 (-57%)
San Francisco: 399 (-59%)
San Luis Obispo: 90 (-72%)
Arroyo Grande: 45 (-42%)
San Jose: 41 (-21%)
Sacramento: 34 (-44%)
Ashburn: 34 (-70%)
Fresno: 29 (-29%)
PAGE VIEWS
Things to do: 911 (-19%)
Home: 820 (-34%)
Events: 804 (-55%)
Parks: 735 (-11%)
Eat: 292 (-27%)
Downtown: 321 (+8%)
Bike/Hike: 236 (+62%)
SOCIAL MEDIA ANALYTICS
WEB ANALYTICS (2020 vs. 2019)
FACEBOOK
Facebook Fans: 6,717
Impressions: 12,344
Organic: 12,222
Paid: 0
Reach: 8,275
Engagements: 254
Top Post: Simply breathtaking.
Reach: 438
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 2,815
New Followers: 123
Likes received: 1,101
Comments received: 21
Main audience: Women under 44
Twitter Followers: 309
Engagements: 1
Main audience: Reporters and Destinations
Page 20 of 24
B-6ITEM NUMBER:
DATE: ATTACHMENT:08/19/2020
2
ITEM NUMBER: B-7
DATE: 08/19/2020
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 for the 2019/20 fiscal year reflected in
expenditure reports through June 30, 2020. The June Verdin Marketing invoice was not
reflected in the expenditure report and is therefore not shown in this budget.
Spending during the 2019/20 fiscal year was significantly less than the budgeted amount.
We strive to always come in slightly under budget; however, in anticipation of impact of
the COVID-19 pandemic, spending decreased significantly bringing us about $70,000
under the originally anticipated budget.
Not included in the 2019/20 fiscal year expenditures is the money that was re-allocated
to spend on the Strategic Plan for Recovery. These expenses are reflected in the
2020/21 draft budget.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.ATBID Budget
2.Fund Summary
3.TOT Report
Page 21 of 24
GL #
REVENUE PROJECTIONS July August September October November December January February March April May June Actuals Budgeted
1100 2% BID Revenue July 2019 - June 2020 3,339.00$ 74,022.00$ 2,678.00$ 15,601.00$ 51,582.00$ 1,525.00$ 8,508.00$ 24,327.00$ 17,055.00$ $339.00 $26,804.00 225,780.00$ 284,000.00$
1200 Estimated Fund Balance from 2018/2019 270,780.00$
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$ 750.00$ 750.00$ 750.00$ 9,250.00$ 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$ 2,514.60$ 17,512.74$ 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$ 200.00$ 950.00$ 950.00$ 850.00$ 1,200.00$ 660.00$ 100.00$ 8,560.00$ 8,625.00$
2202 Financial Management 600.00$ 300.00$ 1,000.00$ 900.00$ 900.00$ 600.00$ 1,000.00$ 375.00$ 500.00$ 500.00$ 500.00$ 500.00$ 7,675.00$ 8,512.00$
2203 Strategy 200.00$ 200.00$ 450.00$ 400.00$ 350.00$ 200.00$ 350.00$ 300.00$ 550.00$ 550.00$ 550.00$ 550.00$ 4,650.00$ 3,675.00$
2204 COVID Recovery 1,000.00$ 2,000.00$ 3,000.00$
-$
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$ 1,530.80$ 22,636.90$ 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$ 1,563.85$ 20,968.85$ 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$ 41.99$ 7,472.24$ 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$
-$
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$ 250.00$ 450.00$ 1,000.00$ 280.00$ 280.00$ 900.00$ 280.00$ 5,740.00$ 6,000.00$
-$ -$
TOTAL EXPENSES 24,444.31$ 13,520.92$ 30,757.80$ 46,320.09$ 32,370.70$ 10,566.91$ 17,573.76$ 22,581.65$ 17,593.42$ 7,749.40$ 10,011.24$ 4,180.00$ 237,670.20$ 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
Page 22 of 24
B-7ITEM NUMBER:
DATE: ATTACHMENT:08/19/2020
1
8/10/20
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 6/30/2020 2019-2020
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 278,184$ 225,780$ 284,000$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 9,631 - 5,500
Total Revenue 164,104 246,536 268,231 276,875 287,815 225,780 289,500
EXPENSES
6050000 Office Expense - 5,164 - - - - 1,000
6070000 Advertising 3,450 86,914 91,005 144,521 178,720 120,024 155,000
6400000 Operating Supplies - 1,217 120 - - - 500
6500000 Contract Services 26,173 105,314 138,414 172,938 143,482 117,454 151,250
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 2,258 2,840
Total Expenses 31,243 206,020 232,639 323,636 325,408 239,735 311,020
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (37,593) (13,955) (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$ 267,131$ 229,300$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
Page 23 of 24
B-7ITEM NUMBER:
DATE: ATTACHMENT:08/19/2020
2
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$ 217,326.26$ 132,108.12$ 1,126,789.82$
Page 24 of 24
B-7ITEM NUMBER:
DATE: ATTACHMENT:08/19/2020
3