HomeMy WebLinkAboutTBID_2020-09-16_AmendedAgendaPacket
PUBLIC NOTICE
AMENDMENT TO THE ATASCADERO
TBID BOARD MEETING AGENDA AND PACKET
Wednesday, September 16, 2020, 2:30 P.M.
The following item is hereby removed from Section B, Business Items:
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.
The following item is hereby added to Section B, Business Items:
2. Measure #D-20 Atascadero Sales Tax Measure
• Recommendation: Discuss a potential motion that provides the official position
of the TBID Board on Measure #D-20. [ATBID Board]
• Fiscal Impact: None.
ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AMENDED 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
AMENDED 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.Measure #D-20 Atascadero Sales Tax Measure
•Recommendation: Discuss a potential motion that provides the official position of
the TBID Board on Measure #D-20. [ATBID Board]
•Fiscal Impact: None.
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.Citywide Yard Sale
2.Garagiste Event Sponsorship
3.Revised Event Tiers
4.Wine Speak Update
5.AdHoc Committee Update
6.Short-term Rental Update
7.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 40
•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 40
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 40
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 40
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 40
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 40
ITEM NUMBER: B-2
DATE: 09/16/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Measure #D-20 Atascadero Sales Tax Measure
RECOMMENDATION:
Discuss a potential motion that provides the official position of the ATBID Board on
Measure #D-20.
DISCUSSION:
The City of Atascadero seeks to maintain essential services. At the May 26, 2020 City
Council Meeting, the Council directed staff to prepare the necessary legislation to place
a one-percent local sales tax override measure on the November 2020 ballot. At the July
14, 2020 City Council Meeting, the Council voted to place the measure on the ballot.
The ballot measure reads as follows:
Measure #D-20
To provide funding for fire protection, paramedics, and 911 emergency response,
police, crime prevention and investigations, maintenance of parks, public facilities and
infrastructure, graffiti removal, and recreation, community services, and other general
city services in the City of Atascadero, shall an ordinance establishing a one-percent
sales tax be adopted, providing approximately 4.5 million dollars annually for city
services until ended by voters, with annual independent audits ensuring money is spent
properly, and all money locally controlled?
The Atascadero TBID Board may choose to take a formal position on Measure #D-20.
For further information and detail of the City Council meetings related to the 2020 Sales
Tax Measure #D-10, including archived Counsil meeting videos, staff reports, PowerPoint
presentations, Resolutions and other related documents, please visit the City’s website,
www.atascadero.org, under Latest News, Sales Tax Measure #D-10 FAQ’s.
FISCAL IMPACT:
None.
Page 10 of 40
ITEM NUMBER: B-2
DATE: 09/16/2020
ATTACHMENTS:
1.Ordinance No. 638
Page 11 of 40
STATE OF CALIFORNIA )
COUNTY OF SAN LUIS OBISPO ) ss
CITY OF ATASCADERO )
I, LARA K. CHRISTENSEN, City Clerk of the City of Atascadero, DO
HEREBY CERTIFY that Ordinance No. 638 was duly introduced at a regular meeting held July 14, 2020 and adopted at a regular meeting of the City Council
held on the 11th day of August 2020 by the following roll call vote, to wit:
A YES: Council Members Bourbeau, Fonzi, Funk, Newsom and Mayor Moreno
NOES: None
ABSENT: None
......
I hereby certify that the foregoing is the original of Ordinance No. 638 duly passed and adopted by the Atascadero City Council at their regular meeting held on August 11, 2020 and that summaries of the Ordinance were pu blished on
July 30, 2020 and August 13, 2020 in the Atascadero News newspaper.
B-2ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 12 of 40
ORDINANCE NO. 638
AN ORDINANCE OF THE CITY COUNCIL OF THE CITY OF
ATASCADERO, CALIFORNIA, AMENDING TITLE 3 OF THE
ATASCADERO MUNICIPAL CODE TO ADD A NEW CHAPTER 18
"ESSENTIAL SERVICES TRANSACTIONS AND USE TAX" TO BE
ADMINISTERED BY THE CALIFORNIA DEPARTMENT OF T AX AND
ADMINISTRATION, SUBJECT TO ADOPTION BY THE ELECTORATE
WHEREAS, pursuant to California Revenue & Taxation Code Sections 7251 et seq. and
7285.9, the City of Atascadero ("City") is authorized to levy a Transactions and Use Tax for
general purposes, subject to voter approval and
WHEREAS, the City proposes to levy a Transactions and Use Tax for general
purposes to fund maintain and enhance important City services, with the rate set at one cent; and
WHEREAS, the City is fiscally challenged and while it does well with the funding that it
has, general fund revenue growth has not kept pace with the increasing costs of providing services
to a growing population; and
WHEREAS, the City seeks to maintain essential services and is coming to a crossroads
where it cannot sustain the services it provides with the projected available resources; and
WHEREAS, one of the two fire stations protecting lives and property within the City's
approximately 26 square miles was built in 1951 and has critical safety deficits requiring
replacement; and
WHEREAS, the City, has approximately half the national average of police officers per
capita for a City its size, is amongst the lowest paying City employer in the County for most
positions, and has deteriorating infrastructure including fire stations, parks, roads, zoo facilities
and other buildings; and
WHEREAS, Atascadero receives the lowest revenue per capita in Sales Tax, in Property
Tax and in General Fund revenues among all San Luis Obispo County cities and money from a
local, voter-approved funding measure is needed at the local level to address the community's
local needs; and
WHEREAS, the proceeds from such transactions and use tax could not be taken by the
State and would remain local, to be spent in the City of Atascadero for servic-� su h as po,lice,
fire. paramedic. parks, recreation, public facilities. infrastructure and other ser .J:es; and
WHEREAS, all City revenues are subject to annual independent audits =�th public rev�w
of the City's budget being widely available. including at City Hall, and orrline; aird ..:. � " ":",... � � ,........ . -WHEREAS, under applicable law, to enact a transactions and use tax, the !;i�Council of
the City of Atascadero must approve the Essential Services Transactions and Use Tax Ordinance
and the voters of the City of Atascadero must also adopt it upon majority vote at an election.
B-2ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 13 of 40
City of Atascadero Ordinance No. 638 Page 2 of 2
. NOW THEREFORE, THE CITY COUNCIL OF THE CITY OF ATASCADERO HEREBY
ORDAINS AS FOLLOWS:
SECTION 1. Title and Text. This Ordinance shall be known as the Essential Services
Transactions and Use Tax Ordinance. the full text of which is set forth in Attachment ··A:' attached
hereto and incorporated herein by reference.
SECTION 2. Approval by City Council. Pursuant to California Revenue Taxation Code
Section 7285.9. this Ordinance was duly introduced on July 14. 2020 and approved upon second
reading for placement on the ballot by a two-thirds (2/3) supermajority of all members of the City
Council on August 11. 2020.
SECTION 3. Approval by the Voters. Pursuant to California Elections Code Section 9217,
this Ordinance shall be deemed adopted and take effect only if approved by a majority of the
eligible voters of the City of Atascadero voting at the Regular Election on November 3. 2020. and
shall be deemed adopted and take effect ten ( 10) days after the City Council has certified the results
of that election by resolution.
SECTION 4. Operative Date. ··Operative Date .. for the Essential Services Transactions
and Use Tax means the first day of the first calendar quarter commencing more than one hundred
ten ( 110) days after the effective date of this Ordinance, as set forth in Section 3. above.
SECTION 5. SeverabilitY. If any provision of this Ordinance or the application thereof to
any person or circumstance is held invalid, the remainder of the Ordinance and the application of
such provision to other persons or circumstances shall not be affected thereby.
SECTION 6. Summary. The title and a summary of the Ordinance. along with the names
of the City Council members voting for and against the Ordinance. shall be published twice in a
newspaper of general circulation in the City of Atascadero.
SECTION 7. Publication. The City Clerk shall certify to the adoption of this Ordinance
no later than fifteen ( 15) days following the passage of this Ordinance. and shall cause this
Ordinance to be published by title and summary.
PASSED A D ADOPTED by the City Council of the City of Atascadero, California, held
on the 11 day of August 2020. by a vote of at least two-thirds of the City Council.
CITY OF ATASCADERO
H:illo��
AA�FOR),1:
Brian A. Picnl.. l t, \ttorney
B-2ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 14 of 40
ATTACHMENT A
CHAPTER 3-18
ESSENTIAL SERVICES TRANSACTIONS AND USE TAX
Sections:
3-18.010
3-18.020
3-18.030
3-18.040
3-18.050
3-18.060
3-18.070
3-18.080
3-18.090
3-18.100
3-18.110
3-18.120
3-18.130
3-18.140
3-18.150
3-18.140
3-18.170
3-18.010
Title.
Operative Date.
Purpose.
Contract with State.
Transaction Tax Rate.
Place of Sale.
Use Tax Rate.
Adoption of Provisions of State Law.
Limitations on Adoption of State Law and Collection of Use Taxes.
Permit Not Required.
Exemptions and Exclusions.
Amendments.
Enjoining Collection Forbidden.
Severability.
Effective Date.
Termination and Repeal.
Independent Annual Financial Audit.
Title.
This chapter is designated and shall be known as the Atascadero Essential Services Transactions and
Use Tax Ordinance. The city of Atascadero hereinafter shall be called "City." This ordinance shall be
applicable in the incorporated territory of the City.
3-18.020 Operative Date.
"Operative Date" means the first day of the first calendar quarter commencing more than I I 0
days after the adoption of this chapter, the date of such adoption being as set forth below.
3-18.030 Purpose.
This chapter is intended to achieve the following, among other purposes, and shall be interpreted
liberally in order to accomplish all of its lawful purposes:
A.To impose a retail transactions and use tax to be applied throughout the entire territory
of the City to the fullest extent permitted by law and in accordance with the provisions of Part 1.6
(commencing with Section 7251) of Division 2 of the Revenue and Taxation Code and Section 7285.9 of
Part I. 7 of Division 2.
B.To adopt a retail transactions and use tax ordinance that incorporates prov1s1ons
identical to those of the Sales and Use Tax Law of the State of California insofar as those provisions are
not inconsistent with the requirements and limitations contained in Part 1.6 of Division 2 of the Revenue
and Taxation Code.
Essential Services Transactions and Use Tax
Page I
B-2ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 15 of 40
C.To adopt a retail transactions and use tax ordinance that imposes a tax and provides a
measure that can be administered and collected by the California Department of Tax and Fee
Administration in a manner that adapts itself as fully as practicable to. and requires the least possible
deviation from. the existing statutOI) and administrati,e procedures followed by the California
Department of Tax and Fee Administration in administering and collecting the California State Sales and
Use Taxes.
D.To adopt a retail transactions and use tax ordinance that can be administered in a
manner that,, ill be. to the greatest degree possible. consistent with the provisions of Pa,1 1.6 of Division
2 of the Revenue and Taxation Code. minimize the cost of collecting the transactions and use taxes. and at
the same time, minimize the burden of record keeping upon persons subject to taxation under the
provisions of this chapter.
E.To provide transaction and use tax revenue for unrestricted general revenue purposes, and
not for specific purposes. All of the proceeds from the tax imposed by this chapter shall be placed in the
City"s general fund and be available for an) legal municipal purposes.
3-18.040 Contract with State.
Prior to the operative date, the City shall contract with the California Department of Tax and Fee
Administration to perform all functions incident to the administration and operation of this chapter:
provided that. if the City shall not have contracted with the California Department of Tax and Fee
Administration prior to the operative date, it shall nevertheless so contract and in such a case the operative
date shall be the first day of the first calendar quarter folio,, ing the execution of such a contract.
3-18.050 Transaction tax rate.
For the privilege of selling tangible personal prope11y at retail, a tax is imposed upon all retailers
in the incorporated territory of the City at the rate of I% of the gross receipts of any retailer from the sale
of all tangible personal property sold at retail in said territol') on and after the operative date.
3-18.060 Place of sale.
For the purposes of this chapter. all retail sales are consummated at the place of business of the
retailer unless the tangible personal property sold is delivered by the retailer or his agent to an out-of-state
destination or to a common carrier for delivery to an out-of-state destination. The gross receipts from
such sales shall include delivery charges. ,,hen such charges are subject to the state sales and use tax,
regardless of the place to which delivery is made. In the event a retailer has no permanent place of
business in the State or has more than one place of business, the place or places at which the retail sales
are consummated shall be determined under rules and regulations to be prescribed and adopted by the
California Department of Tax and Fee Administration.
3-18.070 Use tax rate.
An excise tax is hereby imposed on the storage, use or other consumption in the City of tangible
personal property purchased from any retailer on and after the operative date for storage. use or other
consumption in the territory of the City at the rate of I% of the sales price of the property. The sales
price shall include delivery charges when such charges are subject to state sales or use tax regardless of
the place to which delivery is made.
3-18.080 Adoption of provision of State law.
Essential Sen ices fransactions and Use fa:\
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Except as otherwise provided in this chapter and except insofar as they are inconsistent with the
provisions of Part 1.6 of Division 2 of the Revenue and Taxation Code, all of the provisions of Part I
( commencing with Section 600 I) of Division 2 of the Revenue and Taxation Code are hereby adopted
and made a part of this chapter as though fully set forth herein.
3-18.090 Limitations on adoption of State law and collection of use taxes.
In adopting the provisions of Part I of Division 2 of the Revenue and Taxation Code:
A.Wherever the State of California is named or referred to as the taxing agency, the name
of the City of Atascadero shall be substituted. However, the substitution shall not be made when:
I.The word "State" is used as a part of the title of the State Controller, State Treasurer,
State Treasury, or the Constitution of the State of California;
2.The result of that substitution would require action to be taken by or against this
City or any agency, officer, or employee thereof rather than by or against the California Department of
Tax and Fee Administration, in performing the functions incident to the administration or operation of
this chapter;
3.In those sections, including, but not necessarily limited to sections referring to the
exterior boundaries of the State of California, where the result of the substitution would be to:
a.Provide an exemption from the taxes of this chapter with respect to certain sales.
storage, use or other consumption of tangible personal property which would not otherwise be exempt
from this tax while such sales, storage, use or other consumption remain subject to tax by the State under
the provisions of Part I of Division 2 of the Revenue and Taxation Code, or;
b.Impose this tax with respect to certain sales, storage, use or other consumption of
tangible personal property, which would not be subject to tax by the State under the said provision of that
code.
4.In Sections 6701, 6702 (except in the last sentence thereof). 6711, 6715, 6737.
6797 or 6828 of the Revenue and Taxation Code.
B.The word "City" shall be substituted for the word "State" in the phrase "retailer
engaged in business in this State" in Section 6203 and in the definition of that phrase in Section 6203.
I.··A retailer engaged in business in the District" shall also include any retailer that,
in the preceding calendar year or the current calendar year, has total combined sales of tangible personal
property in this state or for delivery in the State by the retailer and all persons related to the retailer that
exceeds five hundred thousand dollars ($500,000). For purposes of this section, a person is related to
another person if both persons are related to each other pursuant to Section 267(b) of Title 26 of the
United States Code and the regulations thereunder.
3-18.100 Permit not required.
If a seller's permit has been issued to a retailer under Section 6067 of the Revenue and Taxation
Code, an additional transactor's permit shall not be required by this chapter.
3-18.110 Exemptions and exclusions.
A.There shall be excluded from the measure of the transactions tax and the use tax the
Essential Sen ice� Transactions and u�.:: Ta:-
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amount of any sales tax or use tax imposed by the State of California or by any city, city and county, or
county pursuant to the Bradley-Burns Uniform Local Sales and Use Tax Law or the amount of any state
administered transactions or use tax.
B.There are exempted from the computation of the amount of transactions tax the grossreceipts from:
I.Sales of tangible personal prope1ty. other than fuel or petroleum products, to
operators of aircraft to be used or consumed principally outside the county in which the sale is made and
directly and exclusively in the use of such aircraft as common carriers of persons or property under the
authority of the laws of this State. the United States. or any foreign government.
2.Sales of property to be used outside the City which is shipped to a point outside the
City. pursuant to the contract of sale. by delivery to such point by the retailer or his agent. or by delivery
by the retailer to a carrier for shipment to a consignee at such point. For the purposes of this paragraph,
delivery to a point outside the City shall be satisfied:
a.With respect to vehicles (other than commercial vehicles) subject to
registration pursuant to Chapter I (commencing with Section 4000) of Division 3 of the Vehicle Code,
aircraft licensed in compliance with Section 21411 of the Public Utilities Code. and undocumented
vessels registered under Division 3.5 (commencing with Section 9840) of the Vehicle Code by
registration to an out-of-City address and by a declaration under penalty of perjury, signed by the buyer.
stating that such address is. in fact. his or her principal place of residence; and
b.With respect to commercial vehicles. by registration to a place of business
out-of-City and declaration under penalty of perjury. signed by the buyer, that the vehicle will be operated
from that address.
3.The sale of tangible personal property if the seller is obligated to furnish the
property for a fixed price pursuant to a contract entered into prior to the operative date of this ordinance.
4. A lease of tangible personal property ,� hich is a continuing sale of such property ,
for any period of time for which the lessor is obligated to lease the property for an amount fixed by the
lease prior to the operative date of this chapter.
5.For the purposes of subparagraphs (3) and (4) of this section, the sale or lease of
tangible personal prope1ty shall be deemed not to be obligated pursuant to a contract or lease for any
period of time for "hich an) part) to the contract or lease has the unconditional right to terminate the
contract or lease upon notice, whether or not such right is exercised.
C.There are exempted from the use tax imposed by this ordinance, the storage, use or
·other consumption in this City of tangible personal property:
I.The gross receipts from the sale of which have been subject to a transactions tax
under any state-administered transactions and use tax ordinance.
2.Other than fuel or petroleum products purchased by operators of aircraft and u ed
or consumed by such operators directly and exclusively in the use of such aircraft as common carriers of
persons or property for hire or compensation under a certificate of public convenience and necessity
issued pursuant to the laws of this State. the United States, or any foreign government. This exemption is
in addition to the exemptions provided in Sections 6366 and 6366.1 of the Revenue and Taxation Code of
the State of California.
Essential Ser,iccs rransactions and L'se Ta,
Page 4
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Page 18 of 40
3.If the purchaser is obligated to purchase the property for a fixed price pursuant to a
contract entered into prior to the operative date of this ordinance.
4.If the possession of, or the exercise of any right or power over, the tangible
personal property arises under a lease which is a continuing purchase of such property for any period of
time for which the lessee is obligated to lease the property for an amount fixed by a lease prior to the
operative date.
5.For the purposes of subparagraphs (3) and ( 4) of this section, storage, use, or other
consumption, or possession of, or exercise of any right or power over, tangible personal property shall be
deemed not to be obligated pursuant to a contract or lease for any period of time for which any pa1ty to
the contract or lease has the unconditional right to terminate the contract or lease upon notice. whether or
not such right is exercised.
6.Except as provided in subparagraph (7), a retailer engaged in business in the City
shall not be required to collect use tax from the purchaser of tangible personal property, unless the retailer
ships or delivers the property into the City or participates within the City in making the sale of the
property, including, but not limited to, soliciting or receiving the order, either directly or indirectly, at a
place of business of the retailer in the City or through any representative, agent, canvasser, solicitor,
subsidiary , or person in the City under the authority of the retailer.
7."A retailer engaged in business in the City" shall also include any retailer of any of
the following: vehicles subject to registration pursuant to Chapter I (commencing with Section 4000) of
Division 3 of the Vehicle Code, aircraft licensed in compliance with Section 21411 of the Public Utilities
Code, or undocumented vessels registered under Division 3.5 (commencing with Section 9840) of the
Vehicle Code. That retailer shall be required to collect use tax from any purchaser who registers or
licenses the vehicle, vessel, or aircraft at an address in the City.
D.Any person subject to use tax under this ordinance may credit against that tax any
transactions tax or reimbursement for transactions tax paid to a district imposing, or retailer liable for a
transactions tax pursuant to Part 1.6 of Division 2 of the Revenue and Taxation Code with respect to the
sale to the person of the property the storage, use or other consumption of which is subject to the use tax.
3-18.120 Amendments.
All amendments subsequent to the effective date of this chapter to Part I of Division 2 of the
Revenue and Taxation Code relating to sales and use taxes and which are not inconsistent with Part 1.6
and Part I. 7 of Division 2 of the Revenue and Taxation Code. and all amendments to Part 1 .6 and Part I. 7
of Division 2 of the Revenue and Taxation Code, shall automatically become a part of this chapter,
provided however, that no such amendment shall operate so as to affect the rate of tax imposed by this
chapter. The City Council may amend this chapter to comply with applicable law or as may be otherwise
necessary in order to further the chapter's stated purposes.
However, as required by Article XIII C of the California Constitution, voter approval is required
for any amendment that would increase the rate of any tax levied pursuant to this Chapter. The people of
the City of Atascadero affirm that the following actions shall not constitute an increase of the rate of a
tax:
A.The restoration of the rate of the tax to a rate that is no higher than that set by this
Chapter, if the City Council has acted to reduce the rate of the tax;
Es�.:ntial S<!n,ic.:s Tran�ac:tions and u�.: Ta>.
Page 5
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B.An action that interprets or clarifies the methodology of the tax, or any definition
applicable to the tax. so long as interpretation or clarification ( even if contrary to some prior interpretation
or clarification) is not inconsistent with the language of this Chapter; or
C.The collection of the tax imposed by this Chapter even if the City had, for some period of
time, failed to collect the tax.
3-18.130 Enjoining collection forbidden.
No injunction or writ of mandate or other legal or equitable process shall issue in any suit, action
or proceeding in any court against the State or the City, or against any officer of the State or the City, to
prevent or enjoin the collection under this chapter, or Part 1.6 of Division 2 of the Revenue and Taxation
Code, of any tax or any amount of tax required to be collected.
3-18.140 Severability.
If any provision of this chapter or its application to any person or circumstance is determined by a court
of competent jurisdiction to be unlawful, unenforceable or otherwise void, that determination shall not
effect on any other provision of this chapter or the application of this chapter to any other person or
circumstance and. to that end, the provisions hereof are severable.
3-18.150 Effective date.
This chapter relates to the levying and collecting of the City transactions and use taxes and shall
take effect IO days after the election results are declared by the City Council (CA Elections Code §9217).
The operative date (Section 2) will be the first day of the first calendar quarter commencing more than
110 days after the adoption of this ordinance, which will be April I, 2021.
3-18.160 Termination and repeal.
The authority to levy a retail transaction and use tax shall be in effect until and unless repealed by
the voters of the City in the manner provided by law.
3-18.170 Independent annual financial audit.
The revenue and expenditures of this new transactions and use tax shall be included in the annual
audit of the City· s financial operations by an independent certified pub! ic accountant.
Essential Services Transactions and Use Tax
Page 6
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DATE: ATTACHMENT:09/16/2020
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Page 20 of 40
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 21 of 40
,,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
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ATTACHMENT:
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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:
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1
Page 23 of 40
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:
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1
Page 24 of 40
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:
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1
Page 25 of 40
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
Page 26 of 40
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 27 of 40
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 28 of 40
US NATIONAL SERIES BRANDING EXAMPLES
Event Coverage 2019 Big Bear USNS Race Video Link
B-4ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
1
Page 29 of 40
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 30 of 40
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 31 of 40
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 32 of 40
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 33 of 40
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 34 of 40
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 35 of 40
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 36 of 40
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 37 of 40
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 $588,270.00
ATBID 2020/21 BUDGETED P&L
B-7ITEM NUMBER:
DATE: ATTACHMENT:09/16/2020
2
Page 38 of 40
9/4/20
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL*2020-2021 BUDGETED
2014-2015 2015-2016 2016-2017 2017-2018 2018-2019 2019-2020 through 7/31/2020 2020-2021
REVENUES
41530.6300 Taxes and Assessments 162,036$ 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 39 of 40
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
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