HomeMy WebLinkAboutTBID_2020-09-16_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/95530935043?pwd=MU1kZHJCQ0JnbWRpZUJKSXM3ckVXUT09.
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. Contracts, Resolutions and Ordinances will be allocated a number
once they are approved by the City Council. The Minutes of this meeting will reflect these numbers.
All documents submitted by the public during Council meetings that are either read into the record
or referred to in their statement will be noted in the Minutes and available for review by contacting
the City Clerk's office. 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, September 16, 2020 at 2:30 P.M.
Video Conference:
https://zoom.us/j/95530935043?pwd=MU1kZHJCQ0JnbWRpZUJKSXM3ckVXUT09
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 – August 19, 2020
• Recommendation: Approve the Draft Action Minutes of August 19, 2020. [Big Red
Marketing]
B. BUSINESS ITEMS
1. Atascadero Mural Project Sponsorship
• Recommendation: Discuss and provide staff direction on the Atascadero Mural
Project sponsorship. [SLO County Arts]
• Fiscal Impact [GL 2502]: $10,000.
2. Citywide Yard Sale Sponsorship
• Recommendation: Discuss and provide staff direction on the Citywide Yard Sale
sponsorship. [Parents for Joy]
• Fiscal Impact [GL 2801]: $3,750.
f
3. 2020 Colony Days Event Sponsorship
• Recommendation: Decline sponsorship for the 2020 Colony Days event.
[Atascadero Colony Days Committee]
• Fiscal Impact [GL 2801]: $5,000.
4. Visit SLO CAL Spartan Race Co-op
• Recommendation: Discuss and provide staff direction on the Visit SLO CAL
Spartan Race Co-op. [Visit SLO CAL]
• Fiscal Impact [GL 2502]: Up to $6,250.
5. Strategic Marketing Plan Update
• Recommendation: Approve the Strategic Marketing Plan. [Verdin]
• 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. Garagiste Event Sponsorship
2. Revised Event Tiers
3. Wine Speak Update
4. AdHoc Committee Update
5. Short-term Rental Update
6. Visitatascadero.com COVID Banner
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, 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:
Chairperson O’Malley called the meeting to order at 2:32 p.m.
ROLL CALL:
Present: Chairperson O’Malley, Board Member Alexander, Board Member Sohi
Vacant: None.
Absent: Vice Chairperson Caprau, Board Member Harden
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 Chairperson O’Malley and seconded by Board Member
Alexander to approve the agenda.
Motion passed 3:0 by a roll call vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1.ATBID Draft Action Minutes – June 17, 2020
•Recommendation: Approve the Draft Action Minutes of June 17, 2020. [Big Red
Marketing]
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the consent calendar.
Motion passed 3:0 by a roll call vote.
B.BUSINESS ITEMS
1.Event Cancellation Protocols
•Recommendation: Approve protocol for event cancellations. [Big Red Marketing]
A-1ITEM NUMBER:
DATE: 09/16/2020
Page 4 of 35
•Fiscal Impact: None.
Destination Management Consultant Hanna Meisinger presented the draft protocol as it
addresses ATBID sponsored events that have needed to cancel. She then answered
questions from the Board. The Board requested that the final version of the protocol be
reviewed by City legal staff.
The Board recommended that the language is changed in the closing note from “protocol”
to “Event Sponsorship Cancellation Protocol.”
PUBLIC COMMENT: None.
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve protocol for event cancellations as revised
to include full title of protocol referenced.
Motion passed 3:0 by a roll call vote.
2.Marketing Strategic Planning Discussion
•Recommendation: Discuss and provide staff direction on 2020/21 Marketing
efforts. [Verdin]
•Fiscal Impact: None.
Marketing Consultant Ashlee Akers presented the ATBID Year in Review (Exhibit A) to the
board and provided an update on 2019/2020 fiscal year marketing results. Akers also
presented the two recommended Fall 2020 marketing campaign concepts and answered
questions from the Board. Staff recommended the questions intended for Board Members
be emailed to the Board Members after the meeting.
PUBLIC COMMENT: None.
The Marketing Strategic Planning Discussion
was received and filed by the Board.
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.
Destination Management Consultant Hanna Meisinger presented information about the
contents of the report and the cost to secure Atascadero-specific information. Meisinger
answered questions from the Board.
PUBLIC COMMENT: None.
MOTION: By Chairperson O’Malley and seconded by Board Member
Alexander to approve the $1,000 pass-through rate for the Visit
SLO CAL TMD Baseline Report.
Motion passed 3:0 by a roll call vote.
A-1ITEM NUMBER:
DATE: 09/16/2020
Page 5 of 35
4.Budget AdHoc Committee Update
•Recommendation: Receive and File Budget AdHoc Committee Update. [Big Red
Marketing]
•Fiscal Impact: None.
Destination Management Consultant updated that there was a July meeting with Board
Member Harden and Chairperson O’Malley. The primary topics of conversation will be
covered in the following budget-related items. The Board requested this business item be
skipped to allow more time for other business items requiring votes.
PUBLIC COMMENT: None.
The Budget AdHoc Committee Update
was cancelled by the Board.
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.
Destination Management Consultant Hanna Meisinger presented the adjustments to the
previously approved budget and the efforts to support recovery marketing while working to
reduce costs where possible in considerations of lower revenue due to reduced visitation as
connected with the COVID-19 pandemic. Chairperson O’Malley appointed an AdHoc
Committee consisting of himself and Board Member Sohi to review existing contracts and
budget items for future consideration.
PUBLIC COMMENT: None.
MOTION: By Chairperson O’Malley and seconded by Board Member
Alexander to approve the 2020/21 expenditure report for Visit
Atascadero.
Motion passed 3:0 by a roll call vote.
6.Monthly Marketing Statistics Summary
•Recommendation: Receive and file Marketing Statistics Report. [Verdin]
•Fiscal Impact: None.
This business item was tabled until the September Board Meeting due to time constraints.
PUBLIC COMMENT: None.
The Monthly Marketing Statistics Summary
was tabled by the Board.
7.Monthly Budget Report
•Recommendation: Receive and file Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
This business item was tabled until the September Board Meeting due to time constraints.
A-1ITEM NUMBER:
DATE: 09/16/2020
Page 6 of 35
PUBLIC COMMENT: None.
The Monthly Budget Report
was tabled by the Board.
C. UPDATES
1.Visit SLO CAL TMD Update – Board Member Sohi – Board Member Sohi updated
the Board on the efforts from Visit SLO Cal and their efforts to keep tourism needs in
front of politicians as they make decisions.
2.Visit SLO CAL Marketing Committee Update – City Manager’s Office – This update
was tabled until the September Board Meeting due to time constraints.
3.Visit SLO CAL PR Task Force – Verdin – This update was tabled until the September
Board Meeting due to time constraints.
1.Destination Management Update – Big Red Marketing – This update was tabled until
the September Board Meeting due to time constraints.
2.City Business Update – City Manager’s Office – Deputy City Manager Terrie Banish
updated the Board on the approval of the downtown enhancement project, outdoor
eating options for the restaurants, and efforts to host City events and the Zoo.
D. BOARD MEMBER COMMENTS
E. ADJOURNMENT
Chairperson O’Malley adjourned the meeting at 4:47 p.m.
_______________________________________________
Hanna Meisinger, Destination Management Coordinator
Exhibit A – ATBID Year in Review
APPROVED:
A-1ITEM NUMBER:
DATE: 09/16/2020
Page 7 of 35
ITEM NUMBER: B-1
DATE: 09/16/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Atascadero Mural Project Sponsorship
RECOMMENDATION:
Discuss and provide staff direction on the Atascadero Mural Project sponsorship.
DISCUSSION:
SLO County Arts is implementing the Equality Mural Art Project in Atascadero, a public
arts project dedicated to adding 10 murals in downtown Atascadero depicting equality in
many different aspects. The goal of this project is to initiate positive identity
connotations and represent aspects of equality in the community while beautifying
commercial spaces and bringing visitors and locals to the area.
The Equality Mural Art Project is hoping to increase tourism and sense of place as the
downtown area continues to grow. To help kickstart the mural project, they are looking
for a sponsor to cover the cost of the first two murals at $5,000 to each artist.
FISCAL IMPACT (GL 2502):
$10,000.
ATTACHMENTS:
1.Atascadero Mural Project
Page 8 of 35
To: Atascadero Tourism Improvement District
6500 Palma Ave, Atascadero, CA 93422
The Big Idea | The Equality Mural Art Project is a public art project dedicated to adding 10
murals to Downtown Atascadero depicting different aspects of Equality. This mural project is
intended to initiate positive identity connotations and represent aspects of equality. Our team
sees public art providing multiple benefits to Downtown Atascadero including: beautification of
commercial spaces, attracting visitors and locals to recreate and spend money, and creating an
iconic space that increases tourism and a sense of place.
Why | Atascadero, California, originally founded as an agrarian, utopian colony for the American
Women’s Republic, granted women the right to buy and hold land without permission from a
man. Granting this right seven years before women had the right to vote is a testament to the
founder’s commitment to women’s equality. On June 4, 1919, Congress passed the 19th
amendment granting women the right to vote and then ratified it on August 18, 1920. One
hundred years later, as 2020 commences, there is a renewed sense of recognition for
contributions made by women and a renewed call for equality for everyone --of every race,
gender, sexual orientation--in all aspects of culture. Atascadero as a town is in the midst of
community renewal among small business owners and community involvement. The downtown
streets have witnessed a rise in business growth and community support among such small,
locally owned businesses. The local businesses and City of Atascadero draw together the
surrounding community for weekend and evening events.
How | That’s where you come in. Help fuel OUR community. Specifically, we are seeking:
●Monetary Sponsorship to aid in the marketability of downtown Atascadero.
Contact | Send us a direct email and let’s connect: equalitymuralproject@gmail.com
SLO County Arts has generously agreed to be our nonprofit fiscal sponsor and wholeheartedly
believes in increasing public access to the arts. SLO County Arts is a 501c3 non-profit and
donations are tax-deductible. The IRS tax ID # is 95-3738562.
www.equalitymuralproject.com
B-1ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 9 of 35
ITEM NUMBER: B-2
DATE: 09/16/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Citywide Yard Sale Sponsorship
RECOMMENDATION:
Discuss and provide staff direction on the Citywide Yard Sale sponsorship.
DISCUSSION:
The Atascadero Citywide Yard Sale is an event organized by volunteers of a local non-
profit group, Parents for Joy. The event brings together locals and out-of-town “treasure-
hunters” in Atascadero to shop for unique items and great deals from over 100 different
shop locations hosted by local community members and businesses in Atascadero.
The Atascadero Citywide Yard Sale was first held in 2018. Since 2018, the event has
been held annually and shown growth, with the exception of changes due to the
COVID-19 pandemic at the 2020 Citywide Yard Sale.
The goal of the event managers is to grow this event with the possibility of increasing to
a two-day event. Parents for Joy are requesting financial sponsorship from
the Atascadero TBID to help cover their advertising and printing costs.
FISCAL IMPACT (GL 2801):
$3,750.
ATTACHMENTS:
1.Citywide Yard Sale Event Sponsorship Application
Page 10 of 35
Event Support Application
Requesting Organization: Parents for Joy
Contact: Kate Auslen Phone Number: (805) 466-1985 Email: parentsforjoy@gmail.com
Mailing Address: PO Box 1124 City, State, Zip: Atascadero, CA 93422
Name of Event: Atascadero Citywide Yard Sale
Event Description:
Community members and businesses register to host a sale at their home addresses around
town. They pay a fee to Parents for Joy in order to participate. Each sale location and the
descriptions of items for sale are added to a digital map that shoppers use to navigate around
town to the different sales. The event is free to attend for shoppers, and whatever money is
made on the sale of items is kept by the yard sale host, unless they decide to donate a portion
to Parents for Joy.
Event Dates/Times: Saturday, April 24-25, 2021, 8:00am-2:00pm (This is flexible to best serve a
partnership with TBID and other the City events, more detail below)
Is event located in Atascadero? Yes
Venue name and location: 100+ sale locations throughout Atascadero
Event Website: www.parentsforjoy.org/events
If this event has taken place previously, please provide historical data including attendance
numbers:
The Atascadero Citywide Yard Sale was first held in 2018, and has continued annually for three
years now.
Year 1:
- 121 yard sale locations registered
- 3,000+ facebook users marked themselves as “going” or “interested” in attending the
event. (Exact data unknown due to glitch with facebook that made the original event
page disappear).
- Digital yard sale map viewed 4,283 times.
Year 2:
- 146 yard sale locations registered
- 4,000 facebook users marked themselves as “going” or “interested” in attending the
event.
- Digital yard sale map viewed 3,053 times.
B-2ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 11 of 35
Year 3:
- 86 yard sale locations registered
- 1,000 facebook users marked themselves as “going” or “interested” in attending the
event.
- Digital yard sale map viewed 12,240 times.
-Please note: This event was rescheduled to a new date, later than originally planned,
because of the COVID19 pandemic and shelter in place orders that were in effect on the
original date. Promotions were greatly reduced to respect the situation, limit the
potential for crowds and maximize safety. Participation turned out better than expected
considering mixed comfort levels during such unusual circumstances.
*Note: It is difficult to estimate shopper attendance numbers, as shoppers are not required to
register in order to attend the event. I have some ideas for improved tracking discussed later in
the application, and open to other suggestions.
Are tickets sold for your event? If so, please provide the price per ticket and any package
opportunities.
No, tickets are not sold for the event. Registration fees to host a sale are $!5 per household or
$40 per organization/business.
Crowd Control Safety Plan Details:
Since attendees do not congregate in one central event location, no plan has been developed.
Although, numerous safety guidelines were shared with participants on our website and social
media during the 2020 event due to the COVID19 pandemic.
Will the event require an ABC permit? No
Has a City permit been issued for your event or contracted the venue for your event date?
None required
Describe how the event supports Visit Atascadero’s mission and goals:
The idea for this event stemmed from the same type of event held in Morro Bay for the past 20
years. They very successfully drew thousands of visitors from outside the area, hosted hundreds
of yard sale locations and filled their hotels for the weekend. The event was held annually
during the first weekend in April, and expanded from a one-day event into a three-day event
over time. Participation in the Morro Bay event has gradually started to fade due to the fact
that residents are running out of things to sell. Further, the event was cancelled in 2020 due to
the Coronavirus pandemic, so it has lost some momentum. I believe Atascadero has an
opportunity to capitalize on the same treasure-hunting crowd that is accustomed to spending a
weekend on the central coast in April, and share what Atascadero has to offer.
There are two audiences for the event. One is locals who want to host a yard sale at their
property and sell their items. The second is shoppers, either locals or guests from out of the
area, who are searching for items to purchase.
B-2ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 12 of 35
When thinking about the mission of the Atascadero TBID, it occurred to me that pairing the
Citywide Yard sale event with another popular event would attract a larger crowd and greatly
increase the probability of overnight stays. One idea for this partnership is alongside “Brew at
the Zoo”, an annual city sponsored event scheduled for April 24, 2021. The Citywide yard sale
runs from 8am-2pm, and Brew at the Zoo begins at 5:30pm, allowing plenty of time for guests
to rest and transition from one event to another, then spend the night in town. If traveling from
out of the area, it is plausible that shoppers will also spend Friday night in town so that they can
get an early start in the morning. Known as “early birds”, serious yard sale shoppers are
notorious for showing up ahead of the scheduled start time of a sale.
In addition, the event could be expanded into two days, Saturday and Sunday, which would
greatly increase the chances of shoppers spending the night in town. A handful of sellers have
requested this option in the past, and I think a larger portion would be interested if a two day
event was offered.
Select the eligible event tier for your event:
Tier 2
• Attracts 750+ attendees
• At least 25-30% of target market is out-of-town visitors
• Marketing campaigns reach at least 500 subscribers
• Event encourages overnight stay in Atascadero
Total support= up to $7500
Additional details about eligible event tier qualification:
Based on the social media stats provided above, it is safe to say there are at least 750 attendees
and our marketing efforts have reached 500 subscribers. Again, it is difficult to track which
visitors are coming from out-of-town. In the future, some tracking measures could be put in
place, such as an opportunity to win a drawing prize if they complete a brief survey on our
website, asking where they are from, how long they plan to stay, etc. Or they might be required
to answer such a survey before gaining access to the digital map of sale locations, etc. I
understand that facebook has the ability to provide insights about the demographics of
respondents, but that information is not available for past events that I have found. This is
something to be researched further as we move forward. Encouraging overnight stay as
described above.
Support Request (desired monetary amount or in-kind marketing support). Detail how
awarded funding will be utilized, include any in-kind or additional support provided by the
City of Atascadero (feel free to attach additional sheets as needed).
Social media and digital ads $1,000
Print ads $1,000
Flyers/Posters/Banner $500
Hard copy map for distribution $500
Radio Tour/Ad (KJUG or other) $750
Total requested: $3,750
B-2ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 13 of 35
Anticipated In-kind
City of Atascadero – Recreation Guide Flyer, Visit Atascadero website, shared on facebook
Atascadero News – Colony Magazine flyer, printed listing of sale locations in Atascadero News,
mention in Barbie Butz’ column.
ATBID – Advertising and public relations support. Advice on which media outlets and ad types
are most beneficial.
Please include all sources of income that have been secured and those that are being solicited
to support event (feel free to attach additional sheets as needed).
Anticipated seller registration fees and voluntary donations: $1500
Anticipated local business, cash sponsorships: $500
Anticipated in-kind sponsorships (drawing prizes) $500
There are numerous opportunities for future income that can be shared at our presentation.
Please describe your paid advertising and the outlets you plan to utilize. Include the amount
you plan to spend with each outlet or provide a copy of your marketing plan.
This has all been done with no expenses and on a volunteer basis by the event organizer. No
paid advertising has been done in the past, but is necessary in the future to expand promotion
to out of town guests. We are seeking assistance and suggestions for a more detailed marketing
plan that includes where and how that should happen.
Media Outlet & Geographic
Location of advertising
Type and Frequency Cost of
Advertising
Parents for Joy Website and
Facebook page, SLO County
Weekly posts Free
Facebook buy, sell, trade groups
– SLO County, Santa Maria,
Bakersfield, Fresno, Visalia
Event shared on each page Free
Free online event calendars and
listings: Visit SLOCal, KSBY, KCBX,
KJUG, New Times, Craigslist,
GSalr, yardsales.net, nextdoor,
kiddos-a-gogo, paso daily news,
atown news, eventful, event
Crazy, Atascadero chamber of
commerce, etc.
Event details posted once, remain on
calendar until day of event.
Free
Handmade Signs Posted around town 1 month prior. Would
prefer professionally printed banners.
Free
Please share your intended public relations outreach.
Same as above.
B-2ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 14 of 35
How will your organization recognize Visit Atascadero’s support (including but not limited to
promotional materials, website, and at the event)?
We can recognize Visit Atascadero on the event flyer, the Parents for Joy website and facebook
page, on the yard sale digital map (logo and description included) and in the Atascadero News
listing. If we decide to do a printed map, we could include the logo there as well.
What opportunities do you plan to offer that specifically promote lodging in Atascadero?
- Expand to a two-day event
- Partner with another event in the same weekend, and cross-promote. Proposed: Brew
at the Zoo, Saturday, April 24th, 5:30pm, Charles Paddock Zoo, Atascadero.
Additional Details:
This event is organized by volunteers of a local non-profit organization, Parents for Joy. In
partnership with the City of Atascadero as well as numerous community organizations and
businesses, Parents for Joy built and opened SLO County’s first inclusive playground, Joy
Playground, in April 2019 at Colony Park. Ongoing fundraising is necessary to help maintain the
equipment and grounds.
We are very open to expanding partnerships to enhance the impact on local businesses and
tourism as the event continues to grow. This event is an anchor that can help ATBID in their
efforts to attract visitors from out of the area. It has numerous other benefits as well, such as:
building connections among neighbors, supporting a community asset, Joy Playground, that can
draw families of special needs children to our town, diverting waste from the landfill by
reusing/recycling items that might have otherwise been thrown out, preserves history through
stories told about antique items, and more.
There is a strong culture around reusing, repurposing, upscaling, picking (Popular television
shows: American Pickers, Flea Market Flip, Antique Roadshow, etc.). These events are held in
numerous cities throughout California and nationwide, in many cases are organized by the local
Chamber of Commerce, City, or Visitors and Convention Bureau. See some fun related reading
below:
The World’s Longest Yard Sale
http://www.127yardsale.com/
A four-day, 5,000-vendor extravaganza that stretches 690 miles and extends though Ohio, Kentucky,
Tennessee, Georgia and Alabama. Started in 1987 to drum up tourism, the sale draws an estimated
50,000, some from as far away as Alaska. Their mission? Find hidden treasures--or fodder for their own
garage sales. (adapted from People. 9/2/2002, Vol. 58 Issue 10, p108).
Reminiscence and Recompense: Reuse and the Garage Sale
Journal of Interdisciplinary Studies; Author: Gretchen M. Herrmann
https://www.worldwidewastejournal.com/articles/10.5334/wwwj.12/
B-2ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 15 of 35
ITEM NUMBER: B-3
DATE: 09/16/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
2020 Colony Days Event Sponsorship
RECOMMENDATION:
Decline sponsorship for the 2020 Colony Days event.
DISCUSSION:
The Atascadero Colony Days Committee hosts a two-day celebration of the community
Atascadero. Included in these combined events are evening concerts, a historical re-
creation of Tent City, and parades.
Due to the COVID-19 pandemic, some modifications have been made to the events;
however, they are still anticipated to take place. The Atascadero Colony Days
Committee will present on the changes to the events and anticipated attendance.
The Atascadero Colony Days Committee has requested financial support of $5,000.
FISCAL IMPACT (GL 2801):
$5,000.
ATTACHMENTS:
1. 2020 Atascadero Colony Days Events Support Application Form
Page 16 of 35
,,as,,.
CALl>'OJlNIA
Event Support Application Form
Requesting Organizatlon ;_;k-fljsc:9,L,.., (.pi?') D¥ �
Contact../5z ,Y, IV\&mn te < Phone Number : {f?o.5) f .S 1-S // 3
Email: Th ro@c.o '""1 ¼11'"' �
City, State, Zip: �St 4-.1--a 1
Mailing Address: fo Bid' I 'i !3
C4
Name of Event : Co I "11 D¥/ ¼L -1-u� A.t k 'D�
Event Description: 2, J.""'j c.e .u, b r,,hirn (t £ -+-Iv.-t.Dmtn,.,,__-&
et A--ks� -i,bo. Fi :.i "1 C£nw .d..,,.,..,,,., I ""'cf&
C. 112 !L d-cn --KL , i.--t.� <-<-a b,� ...J-4 I-+ -'s -kri� 1 ""'-t -< . ,S,, b,. J..'1
t' ..... 11 d,Y:7 ac.-,b ...k., MG kJe
Event Oates/Times : Du ?: · IP -q e ?, 0 c.A-.'?
Event Website: Lu ..v c,..,, Co I '="=( � �..t , a-za
Total Anticipated Attendees: 5C>b Portion From Outside SLO County: __ %
Is this the first year the event will take place? a Yes BNo
If this event has taken place previously. please provide historical data including
attendance numbers: D v c..--Zcoo b, � +m r0 .J,4 a 1-k, 1
Co��(� a�G¾�p;� :,�
a t t)!::-tk e; =-:=zo _ ; LL Slo
roo.-r:f:<.cJ0:9 /)a.s t:nc.rrs,,,_J ,On 't'.hl oas+ 1-<.w '1l41sl
2
B-3ITEM NUMBER:
DATE:
ATTACHMENT:
09/16/2020
1
Page 17 of 35
How will the event be advertised? What resources will be used to ad'vertis,,? What
geographic locations will be targeted? ftl(...(..l,.,.,,fc.. -e><�
kl'16bbl4!-0l • fµ4!.ook my/�j 01.<.ts·, 4
s l..C) C •:rrx1-z! } -@»o I I i(,le,,..,_ C.p,..,.J�) S...J.-.
P-:,,..,,b>wt. �, v......,� l...Qm,�. v, s: � 5LD r <1. L. //t .. , f
A: J-iLl.. u,, ,L..,,...-, > LD,, I Iv;, l:d 01� le,,. I f.A.� , �
t.,d:; I
Crowd Control Safety Pla n: 'Y\,:lk, � •
_Avi,·1e. 'lrafh·e, .S"-h.'fj IA..;(/ mtui4J.t ,,_1/
ml::h Cd7'a h, , UI. s, w,t:!t 1 e--t1 mA c.,,.·1, J.<. d,o.,,.L±4 SJ., .. le) -e..,..J-
Will the event require an ABC Permit? □ Yes l!;I: No
Has a City permit been Issued for your event or contracted the venue for your
event date? Cf Yes □ No
Support Requested (desired monetary amount or in-kind mar1<eling support): ___
1f 5, ObD -
Describe how lhe event $Upport5 Visit Atascadero•s mission and goals.B ,-;.... J ;..__b \ri $, 1:PlS ±P (h,LV-'-Pm·� -fu,--q
showc,._v_ o� -i-1-L Ii'� (a A:fnsc.."--.L.':½'.O.
a ii w k.o « t:K"-¢ 7 frPmb±cij o)q,· I Del/ I bus ,�s.N
tl-1'\, ,b. °"cl Ml
0
:7 ::a' J.,,;. C C
What opportunities do you plan to offer that specifically promote lodging in
Atascadero? 1?ac..kc, it-
3
B-3ITEM NUMBER:
DATE:
ATTACHMENT:
09/16/2020
1
Page 18 of 35
I ocs.1
Additional 0..tails :
Rylt!f and Regu lations for Event Coordinators
•Event ooordinators will be held accountable for promoting and advertising the event.induding, bul not limited to, listing the event on lhe V isit SLO CAL website(www.s locaJ.com) w ith in 30 days of Board approval for funding.
•Event coord inators will also be hel d responsible for ensuring the Visi t Atascadero
logo and brand ing is used approprlatety on any event materials. This includesensuring the Visit Atascade.-o logo is v isible on event website and marketingcollateral within 30 days of Board approval for fund ing.
•Event coordinators should ensure every effort is made to promote the entireAtascadero destination. On the event website. event coord inators shou ld only link tothe Vis i t Atascadero lodging page (www.yjsilalascadero.comnooq inql and a lwayspay careful attention lo never promote specific lodging properties unless individualagreements wilt, those properties have been arranged outside of ATBIO activity.
•Event ooordinators shou l d plan to attend an ATBID Board Meeting following theevent to prov i de a recap presentation wh ich incl udes attendee numbe.-s, overn ightstays, event perception and any other perti nent infonnation for the Board.
•Vis i t Atascadero must be offered l ogo promotion oppo<1un i ty (ex. Visit Atascadero
logo included on event market ing materia ls like glassware) if event suppo<1 from theATBID Board totals more than $10,000.
***Please include a detailed event budget and marketing strategy. Feel
free to attach additional information for consideration with
application
... You must submit copies of additional required documents two
weeks prior to event. The Atascadero TBID Board reserves the right to
4
B-3ITEM NUMBER:
DATE:
ATTACHMENT:
09/16/2020
1
Page 19 of 35
withdraw funding if the appropriate documents are not obtained for
the event.
IMPORTANT: Future ATBID event sponsorship funding requests may
be affected should any discrepancies, including, but not limited to,
event application, planning, marketing materials or website, be
brought to ATBID's attention.
Should the event not take place as presented and scheduled, event
coordinators are required to reimburse the A TBID for sponsorship
support.
Applicant Slgnatur�ft<f:::i J'YJ� Date 1j�/20
In case of questions or the need for clarification, please contact DestinationManagement Consultant, Angelica Ottman at aott@bigredmktg.com.
5
B-3ITEM NUMBER:
DATE:
ATTACHMENT:
09/16/2020
1
Page 20 of 35
ITEM NUMBER: B-4
DATE: 09/16/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Visit SLO CAL Spartan Race Co-op
RECOMMENDATION:
Discuss and provide staff direction on the Visit SLO CAL Spartan Race Co-op.
DISCUSSION:
Spartan is looking to see if there is an interest in Visit SLO CAL to upgrade their
involvement in the March 2021 event to participate for an additional $25,000 at the
National Series level. The total needed is $25,000. The amount being asked by each
community will be dependent on how many sign on. If five communities sign on, then it
would be $5,000 each; however, if only one signs on it would be the total of $25,000.
At this point it is hard to say how much it will be as we still need to schedule a larger
conversation with interested parties, so far including Atascadero, there are about three
to four interested communities. Visit SLO CAL is requesting that the ATBID Board
approve up to $6,250 in participation. There is also an option to approve a lower $5,000
sponsorship.
The deadline is October 1st.
FISCAL IMPACT (GL 2502):
Up to $6,250.
ATTACHMENTS:
1.Spartan Race Series Comparison
Page 21 of 35
US NATIONAL SERIES VS REGULAR SEASON
US NATIONAL SERIES
Digital Exposure
4.5M Media Impressions
2.1M Digital Advertising Impressions
5M Social Media Reach
80,000 SM Engagements
315,000 Event Page Views
Logo Placement
Award Backdrop
Medal & Lanyard
Event T-shirt
Barrier Jackets
Feather Blades
Website
Digital Ads
Race Day Program
Travel & Attendance
17% avg increase in registration
24% avg increase in travel over 300
miles
MEDIA
Full media team onsite 4
videographers & 2 Social Media
Directors
Full event coverage and recap
edited for distribution
Regular Season Event
Digital Exposure
1.5M Media Impressions
1.3M Digital Advertising Impressions
2.5M Social Media Reach
40,000 SM Engagements
200,000 Event Page Views
Logo Placement
Award Backdrop
Website
Digital Ads
Race Day Program
Travel & Attendance
17% less than USNS registration
24% less than USNS racers traveling
over 300 miles
MEDIA
1 Social Media Director
B-4ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 22 of 35
DESTINATION MARKETING OPPORTUNITIES
SOCIAL MEDIA
Spartan will offer dedicated social posts highlighting each region to include lodging,
activities, and adventures.
Logo Placement
Each destination/region will have their logo placed on
● Event page
● Race day program
● Pre race emails
Travel & Attendance
Spartan will produce a unique travel guide, which will offer each destination the
opportunity to provide photos, links and 2 pages of content to share with all attendees.
Example can be found here.
Onsite
Each location will be given the opportunity to exhibit during the event weekend
B-4ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 23 of 35
US NATIONAL SERIES BRANDING EXAMPLES
Event Coverage 2019 Big Bear USNS Race Video Link
B-4ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 24 of 35
ITEM NUMBER: B-5
DATE: 09/16/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Strategic Marketing Plan Update
RECOMMENDATION:
Approve the Strategic Marketing Plan.
DISCUSSION:
The ATBID contracted marketing firm, Verdin, will present an updated comprehensive
overview of recommended Visit Atascadero marketing efforts, initiatives, goals and
strategies for the 2020/21 fiscal year with revisions based on results from the survey
sent to lodging partners.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 25 of 35
ITEM NUMBER: B-6
DATE: 09/16/2020
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 August, Verdin created the Fall campaign concept for paid media
and shared our first "Atascadero Backstage Pass" social video. We received 1,218
Instagram story impressions for this first video which we see as a success for the new
series. Verdin created a social media takeover process that will begin in September
highlighting a variety of local businesses. A survey was created for all lodging partners
and was sent out on Monday, August 31, to gain feedback and insights to help develop
our marketing plan. Social media continues to be our primary marketing channel at this
time which will expand as we roll out the campaign and additional recovery tactics.
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
3.August Statistics Summary
Page 26 of 35
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
B-6ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 27 of 35
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.
B-6ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 28 of 35
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
B-6ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
2
Page 29 of 35
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
AUGUST STAT SUMMARY
ATASCADERO TBID
September 3, 2020
WEB ANALYTICS (2020 vs. 2019)
WEBSITE TRAFFIC
Page Views:
9,023 vs. 26,198 (-66%)
New Visitors:
3,276 vs. 10,756 (-70%)
Total Sessions:
4,035 vs. 15,850 (-74%)
Mobile Views: 1,953 (-75%)
Desktop Views: 1,338 (-58%)
PPV (Page Per Visit):
2.24 (+33%)
TOS (Time on Site):
001:13(+18%)
ACQUISITION
Social: 165 (-87%)
Direct: 946 (-56%)
Organic: 1,891 (-72%)
Referral: 326 (-80%)
GEOGRAPHIC REFERRALS
Atascadero: 567 (-78%)
Los Angeles: 389 (-73%)
Paso Robles: 376 (-73%)
San Francisco: 356 (-82%)
Chicago: 213 (-51%)
San Luis Obispo: 121 (-80%)
Arroyo Grande: 44 (-73%)
San Jose: 57 (-11%)
Greenfield: 40 (-74%)
Ashburn: 32 (-56%)
Los Osos: 31 (-69%)
PAGE VIEWS
Home: 979 (-29%)
Things to Do: 861 (-18%)
Events: 840 (-87%)
Parks: 527 (-4%)
Eat: 298 (-31%)
Downtown: 290 (+25%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,706
Impressions: 9,566
Organic: 9,495
Paid: 0
Reach: 7,533
Engagements: 341
Top Post: Cruisin’ Weekend postponed
Reach: 538
Main audience: Women over 35, living in SLO County
and Central Valley
INSTAGRAM AND TWITTER
Instagram Followers: 2,864
New Followers: 71
Likes received: 1,185
Comments received: 33
Main audience: Women under 44
Twitter Followers: 314
Engagements: 15
Main audience: Men ages 35-44
B-6ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
3
Page 30 of 35
ITEM NUMBER: B-7
DATE: 09/16/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Monthly Budget Report
RECOMMENDATION:
Receive and file Budget Report.
DISCUSSION:
The Monthly Budget Report at the August 19, 2020 Board Meeting was tabled due to time
constraints. The 2019/20 Fiscal Year Budget fell within anticipated budget spending.
The 2020/21 Fiscal Year Budget reflects expenditures reported in July 2020.
FISCAL IMPACT:
None.
ATTACHMENTS:
1. 2019/20 ATBID Budget
2.2020/21 ATBID Budget
3.Fund Summary
4.TOT Report
Page 31 of 35
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
B-7ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 32 of 35
GL #
REVENUE PROJECTIONS July Actuals Budget
1100 2% BID Revenue July 2020 - June 2021 $326,770.00
1200 Estimated Fund Balance from 2020/2021 $256,830.00
1300 Revenue from Use of Money $4,670.00
Total $588,270.00
Budget Recommended
Budget Updates % of Total Budget
2100 Admin $38,385.00 14.78%
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 $5,200.00
2105 Big Red Marketing 750.00$ 750.00$ $9,375.00
2106 Verdin 885.90$ 885.90$ $18,200.00
2200 ATBID Management $20,812.00 8.01%
2201 Board Management & Coordination 850.00$ 850.00$ $8,625.00
2202 Financial Management 500.00$ 500.00$ $8,512.00
2203 Strategy 280.00$ 280.00$ $3,675.00
2300 Visual Assets and Branding $23,000.00 8.85%
2301 Photography & Video $0.00
2302 Creative Services - Verdin Scope 1,306.10$ 1,306.10$ $23,000.00
2303 Creative Services - Out of Scope
2304 Promotional Items & Visit Atascadero Brochure $0.00
2400 Digital Marketing $23,480.00 9.04%
2401 Website Updates 129.80$ 129.80$ $780.00
2402 Social Media contest hard costs $200.00
2403 Social Media/Contest Management 1,579.20$ 1,579.20$ $18,800.00
2404 E-Newsletter 41.99$ 41.99$ $3,700.00
2500 Advertising $64,576.00 24.86%
2501 Planned Media Buys $50,000.00
2502 Reactive Advertising & Co-Ops 1,000.00$ 1,000.00$ $10,000.00
2503 Verdin Media Retainer $4,576.00
2600 Public Relations $4,500.00 1.73%
2601 FAMs/ Individual Itineraries $1,500.00
2602 PR Retainer & Reactive Planning $3,000.00
2700 Tour & Travel $10,000.00 3.85%
2701 Trade Show $10,000.00
2800 Consumer Outreach $35,000.00 13.47%
2801 Event Sponorship $30,000.00
2802 Management of Event Sponorship 300.00$ 300.00$ $5,000.00
2900 Recovery Plan $40,000.00 15.40%
2901 Social Media/Contest Management $10,000.00
2902 Recovery Campaigns/Giveaways $10,000.00
2903 Public Relations Tactics 465.60$ 465.60$ $5,000.00
2904 Partnership Programs $10,000.00
2905 Signage $5,000.00
TOTAL EXPENSES 8,088.59$ 8,088.59$ $259,753.00
Cash Reserves $58,000.00
Funds Unallocated $270,517.00
Total Budget $588,270.00
ATBID 2020/21 BUDGETED P&L
B-7ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
2
Page 33 of 35
9/4/20
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL*2020-2021 BUDGETED
2014-2015 2015-2016 2016-2017 2017-2018 2018-2019 2019-2020 through 7/31/2020 2020-2021
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 278,184$ 226,920$ -$ 326,770$
46110.0000 Investment Earnings 2,068 5,458 724 1,580 9,631 - - 4,670
Total Revenue 164,104 246,536 268,231 276,875 287,815 226,920 - 331,440
EXPENSES
6050000 Office Expense - 5,164 - - - - - 1,000
6070000 Advertising 3,450 86,914 91,005 144,521 178,720 120,110 1,085 160,000
6400000 Operating Supplies - 1,217 120 - - - - 500
6500000 Contract Services 26,173 105,314 138,414 172,938 143,482 120,525 7,003 151,250
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 2,269 - 3,270
Total Expenses 31,243 206,020 232,639 323,636 325,408 242,904 8,089 316,450
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (37,593) (15,984) (8,089) 14,990
BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 365,441 318,679 281,086 265,102 256,830
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 365,441$ 318,679$ 281,086$ 265,102$ 257,013$ 271,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-7ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
3
Page 34 of 35
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 454,062.15$ 325,569.25$ 218,645.26$ 136,898.64$ 1,135,175.30$
Fiscal Year 2021
B-7ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
4
Page 35 of 35