HomeMy WebLinkAboutTBID_2020-11-18_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/99761657551.
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, November 18, 2020 at 2:30 P.M.
Video Conference: https://zoom.us/j/99761657551
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 – October 21, 2020
•Recommendation: Approve the Draft Action Minutes of October 21, 2020. [Big
Red Marketing]
B.BUSINESS ITEMS
1.Citywide Yard Sale Event Sponsorship and Marketing Plan
•Recommendation: Discuss and provide staff direction on the Citywide Yard Sale
Sponsorship after reviewing the Marketing Plan. [Parents for Joy]
•Fiscal Impact [GL 2801]: Up to $3,750.
2.Revised Event Tiers and Application
•Recommendation: Approve revised event tiers and sponsorship application. [Big
Red Marketing]
•Fiscal Impact: None.
f
3. Cancelled Event Updates
•Recommendation: Discuss and provide staff direction for the cancelled events that
received sponsorship funding. [Big Red Marketing]
•Fiscal Impact: None.
4. Big Red Marketing Meeting Roles
•Recommendation: Receive and file Big Red Marketing Meeting Roles. [Big Red
Marketing]
•Fiscal Impact: None.
5.Quarterly Marketing Statistics
•Recommendation: Receive and file Quarterly Marketing Statistics. [Verdin]
•Fiscal Impact: None.
6. Quarterly Detailed Budget Report
•Recommendation: Receive and file Quarterly Detailed 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
6.Short-term Rental Updates – City Manager’s Office
D. BOARD MEMBER COMMENTS
E.FUTURE AGENDA ITEMS
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, October 21, 2020 at 2:30 P.M.
Video Conference: https://zoom.us/j/99765963807
Atascadero City Hall - 6500 Palma Avenue, Club Room
Atascadero, California
CALL TO ORDER:
Chairperson O’Malley called the meeting to order at 2:36 p.m.
ROLL CALL:
Present: Chairperson O’Malley, Board Member Alexander, Board Member
Harden, Board Member Sohi
Vacant: None.
Absent: Vice Chairperson Caprau
Staff Present: Destination Management Consultant Hanna Meisinger, Destination
Management Consultant Amanda Diefenderfer, Marketing Consultant
Ashlee Akers and Deputy City Manager/Outreach Promotions Terrie
Banish.
APPROVAL OF AGENDA:
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the agenda.
Motion passed 4:0 by a voice vote.
PUBLIC COMMENT: None.
A.CONSENT CALENDAR
1.ATBID Draft Action Minutes – September 16, 2020
•Recommendation: Approve the Draft Action Minutes of September 16, 2020. [Big
Red Marketing]
MOTION: By Board Member Sohi and seconded by Board Member
Harden to approve the consent calendar.
Motion passed 4:0 by a voice vote.
A-1ITEM NUMBER:
DATE: 11/18/2020
Page 4 of 34
B.BUSINESS ITEMS
1.COVID-19 Visit Atascadero Website Banner
•Recommendation: Approve the addition of a banner on Visit Atascadero’s website
with COVID-19 updated information. [Verdin]
•Fiscal Impact [GL 2401]: $300.
Destination Management Consultant Meisinger updated that there is a recommendation to
add information to the Visit Atascadero website to help directly address COVID-19 efforts
to inform potential visitors of restrictions and requirements. The updated banner would link
to the City’s regularly updated page on Atascadero.org.
PUBLIC COMMENT: None.
MOTION: By Chairperson O’Malley and seconded by Board Member
Alexander to approve the addition of a banner on Visit
Atascadero’s website with COVID-19 updated information.
Motion passed 4:0 by a roll call vote.
2.Revised Event Tiers and Application
•Recommendation: Discuss and provide staff direction on the revised Event Tiers
and Sponsorship Application. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger updated the Board on the adjustments that
are recommended for the Event Sponsorship Tiers. Specifically, this was in the areas of
attendees, amount of fund available at each tier and percentage of out of town attendees.
The Board provided feedback and requested changes be made and presented for approval
during the November Board Meeting.
PUBLIC COMMENT: Brendan Pringle.
The revised event tiers and sponsorship application
was received and filed.
3.SPARTAN Race AdHoc Committee Update
•Recommendation: Discuss and provide staff direction on the SPARTAN Race
AdHoc Committee Update. [SPARTAN Race AdHoc Committee]
•Fiscal Impact: None.
Destination Management Consultant Meisinger reviewed the questions submitted to Visit
SLO Cal and the responses received.
PUBLIC COMMENT: None.
The SPARTAN Race AdHoc Committee Update
was received and filed.
A-1ITEM NUMBER:
DATE: 11/18/2020
Page 5 of 34
4.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.
Kate Auslen of Parents for Joy presented on the opportunity to support the Citywide Yard
Sale event. Auslen answered questions from the Board and worked with them to find
solutions to encourage more out of town visits. The Board requested that Auslen meet with
Verdin to determine marketing needs and costs.
PUBLIC COMMENT: Brendan Pringle.
The Citywide Yard Sale Sponsorship
was filed and staff direction was provided.
5.AdHoc Committee Update
•Recommendation:
1.Approve the cancellation of the January 2021 Atascadero TBID Board
Meeting. [AdHoc Committee]
2.Approve the change of monthly marketing statistic and detailed budget
reports to quarterly marketing statistic and detailed budget reports. [AdHoc
Committee]
•Fiscal Impact: None.
AdHoc Committee member Tom O’Malley updated on the two recommendations to help
streamline efforts.
PUBLIC COMMENT: None.
MOTION: By Board Member Sohi and seconded by Board Member
Alexander to approve the cancellation of the January 2021
Atascadero Board Meeting.
Motion passed 4:0 by a roll call vote.
MOTION: By Chairperson O’Malley and seconded by Board Member
Alexander to approve the change of monthly marketing statistics
and detailed budget reports to quarterly marketing statistics and
detailed budget reports.
Motion passed 4:0 by a roll call vote.
6.Monthly Budget Report
•Recommendation: Receive and file Budget Report. [Big Red Marketing]
•Fiscal Impact: None.
Destination Management Consultant Meisinger provided a summary report of the current
status of expenditures and their alignment with the annually planned budget.
PUBLIC COMMENT: None.
The Monthly Budget Report
was received and filed.
A-1ITEM NUMBER:
DATE: 11/18/2020
Page 6 of 34
C.UPDATES
1.Contract Review AdHoc Committee Update – Chairperson O’Malley – Most updates
were handled during the business items of the meeting and no additional information
was reported.
2.Visit SLO CAL TMD Update – Board Member Sohi – Board Member Sohi shared that
there was no meeting and there are no current updates.
3.Visit SLO CAL Marketing Committee Update – City Manager’s Office – Deputy City
Manager Banish shared updates from the Visit SLO CAL Marketing Committee
meeting, including updates about the Spartan Race co-op. Public Member Brendan
Pringle also presented some updates from the meeting.
4.Visit SLO CAL PR Task Force – Verdin – Destination Marketing Consultant Akers
shared that there was no meeting and there are no current updates.
5.Destination Management Update – Big Red Marketing – Destination Management
Consultant Meisinger shared updates, including the cancellation of Wine Speak 2021
and the 2020 Central Coast Craft Beer Fest. Meisinger also shared the 2020/2021
Board Meeting Deadlines (Exhibit B) and answered questions from the Board.
6.City Business Update – City Manager’s Office – Deputy City Manager Banish
presented updates from City businesses including upcoming events such as Brew at
the Zoo and the Fire Prevention meeting.
D.BOARD MEMBER COMMENTS
None.
E. FUTURE AGENDA ITEMS
1.Big Red Marketing Meeting Roles
2.Marketing Statistic Update
3.Short-term Rental Update
F.ADJOURNMENT
Chairperson O’Malley adjourned the meeting at 4:26 p.m.
_______________________________________________
Hanna Meisinger, Destination Management Consultant
APPROVED:
Exhibit A: Spartan Race Updates
Exhibit B: 2020/2021 Board Meeting Deadlines
A-1ITEM NUMBER:
DATE: 11/18/2020
Page 7 of 34
ITEM NUMBER: B-1
DATE: 11/18/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Citywide Yard Sale Sponsorship and Marketing Plan
RECOMMENDATION:
Discuss and provide staff direction on the Citywide Yard Sale Sponsorship after
reviewing the Marketing Plan.
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.
Kate Auslen presented on behalf Parents for Joy at the October 21, 2020 and shared
the goal to grow this event with the possibility of increasing to a two-day event. After
review, the Board requested that event managers meet with Verdin to determine a plan
that Atascadero TBID can assist in marketing to reach areas out of San Luis Obispo
County to encourage overnight stays. The presentation will share the determined plan.
FISCAL IMPACT (GL 2801):
Up to $3,750.
ATTACHMENTS:
1.Atascadero Yard Sale Promotion Plan
Page 8 of 34
Atascadero Yard Sale Promotion Plan
Client: Visit Atascadero
Time Frame: Spring 2021
Budget: $3,750
Overview
The team at Parents for Joy requested funding from Atascadero TBID to promote the
Atascadero Yard Sale on April 24 & 25, 2021. The TBID board asked Kate (event organizer),
Terrie and Ashlee to meet and discuss how best to extend the reach of this event, considering
Brew at the Zoo takes place on the same weekend.
Earned Media Plan
Visit Atascadero promotes all tourism-related events through their owned channels. This
portion of the plan will be implemented using the existing budget and will not require
additional funding. We plan to utilize the below platforms to further promote the event.
●Feature the event in the Spring e-newsletter
●Include the event on the Visit Atascadero website
●Create two social posts promoting the yard sale event
Paid Media Plan
The target audience for the Atascadero Yard Sale event is those interested in collecting,
thrifting, antiques, up-cycling, etc. We recommend creating a digital, animated display
campaign that geographically targets the Central Valley. The creative content would
encourage people to take a weekend trip and stay Friday through Sunday to enjoy both the
Atascadero Yard Sale Saturday and Sunday mornings, and Brew at the Zoo Saturday night. The
digital campaign would run programmatically through our in-house DSP and would link to the
event website, which would have a link back to our lodging page. We recommend running the
campaign two weeks in advance of the event.
The plan would include:
●Hard costs for programmatic digital media - $2,750 - $2,950
●Creative development for one display ad utilizing graphics supplied by the City - $800 -
$1,000
Summary
This is our recommendation to further promote the Atascadero Yard Sale event.
B-1ITEM NUMBER:
DATE: ATTACHMENT:11/18/2020
1
Page 9 of 34
ITEM NUMBER: B-2
DATE: 11/18/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Revised Event Tiers and Application
RECOMMENDATION:
Approve revised event tiers and sponsorship application.
DISCUSSION:
The Event Sponsorship Tiers were established in 2016 to help guide event sponsorship
support discussions. The ATBID board uses the tiers to evaluate events against current
Visit Atascadero goals and strategies. The Visit Atascadero Event Sponsorship
Program has grown since its inception to support numerous events hosted in
Atascadero. The Event Sponsorship Tiers system has been revised due to the
increased interest in the Event Sponsorship Program to ensure Visit Atascadero
continues to strategically host mutually-beneficial events.
Feedback to the event tiers and sponsorship application was provided by the Board
during the March 2, 2020 Special Meeting. After considering the feedback, staff
presented the revised event tiers and event sponsorship during the October 21, 2020
Board Meeting. The attachments reflect final edits to the revised event tiers and
sponsorship application.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.Revised Event Sponsorship Tiers
2.Revised Event Sponsorship Application
Page 10 of 34
Event Sponsorship Tiers
Tier 1
Tier 2
Tier 3
•Attracts 1,500+ attendees
•At least 35-40% of target market is out-of-town visitors
•Marketing campaigns reach at least 1,000 subscribers
•Event encourages multi-night stay in Atascadero
•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
•Attracts 750 or less attendees
•Marketing message encourages visiting Atascadero
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Event appears sustainable and offers growth potential
in number of days and/or attendance to grow to Tier 2
Total Support =
Up to $10,000
Total Support =
Up to $7,500
Eligible for
In-kind Support
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
1
Page 11 of 34
Event Sponsorship Tiers
Additional Considerations:
1. Does event support Visit Atascadero objectives?
2. Will event be held during off-season (January – March)?
3. Is event new or existing? If existing, how was previously awarded money spent?
4.What is the three-year growth plan for the event?
5.Is there statistical data on the demographic status of your attendees or targeted
attendees?
6.Can the organization prove complete fiduciary responsibility of all event expenses?
7.Do your event organizers and attendees garner influence and have the ability to
promote Atascadero tourism?
*Please note that determining the appropriate tier level is based on a combination of one or more
specific event tier factors and the additional considerations provided
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
1
Page 12 of 34
Expectations of Event Organizer by Tier
Tier 1
Tier 2
Tier 3
•Visit Atascadero logo on all event marketing materials including
but not limited to flyers, programs and website
•Appropriate shout outs on social media and promotion of the
event
•Visit Atascadero and lodging property promotion in mailings
and marketing outreach
•First right of refusal for at least one guest event item featuring
Visit Atascadero logo (ex. Glassware, bag, etc.)
•Visit Atascadero logo on all event marketing materials including
but not limited to flyers, programs and website
•Appropriate shout outs on social media and promotion of the
event
•Visit Atascadero and lodging property promotion in mailings
and marketing outreach
•First right of refusal for at least one co-branded guest event
item featuring Visit Atascadero logo (ex. Glassware, bag, etc.)
•
•Visit Atascadero logo on all event marketing materials including
but not limited to flyers, programs and website
•Appropriate shout outs on social media and promotion of the
event
*It is the responsibility of event management to meet the expectations based on their
tier level and follow up with Visit Atascadero for any necessary branding pieces
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
1
Page 13 of 34
1
The Atascadero Tourism Business Improvement District (TBID) was established to promote
Atascadero as an overnight destination. The mission of the Atascadero TBID is to
encourage visitors to discover what makes Atascadero a simply genuine travel destination
resulting in increased revenue for the local community.
We appreciate the efforts of community partners to design events that attract visitors to
Atascadero and would like to offer our support of those events that align themselves with
the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing
efforts are set aside each year to help maximize the effect of these efforts. If you would like
to be considered for support, please complete the following application. The application
must be received at least 6 months in advance of the funding deadline to request
support from the Atascadero TBID. Unfortunately, we are unable to provide assistance
for all events, but please know each request will be considered thoroughly.
Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and
authentic outdoor recreation, culinary adventures, and welcoming hospitality.
In order to qualify for event sponsorship, your organization must meet the following
requirements or provide a three-year plan detailing how you will ultimately meet these
requirements:
1.Support the Visit Atascadero mission
2.Attract visitors from outside San Luis Obispo County
3.Encourage overnight stays of one night or more
4.Obtain the necessary ABC permits, law enforcement approval, city permits, safety
guidelines, and any additional documents needed for the event
5.Provide a detailed event budget and marketing plan
6.Provide post-event metrics which show positive effect on Atascadero tourism
In addition to these requirements, ATBID Board will consider the following factors:
1.Does event support Visit Atascadero objectives?
2.Will event be held during off-season (January – March)?
3.Is event new or existing? If existing, how was previously awarded money spent?
4.What is the three-year growth plan for the event?
5.Is there statistical data on the demographic status of your attendees or targeted
attendees?
6.Can the organization prove complete fiduciary responsibility of all event expenses?
7.Do your event organizers and attendees garner influence and have the ability to
promote Atascadero tourism?
Please submit application and all additional documents by email to Hanna Meisinger
at hmeis@bigredmktg.com in PDF format. You will receive a confirmation that we have
received the application. Typically, we ask that event planners attend a Board Meeting to
present their event to the Board which provides an opportunity to ask questions. Atascadero
TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 14 of 34
2
p.m. at City Hall. The vote regarding funding often takes place at the meeting following the
event presentation.
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 15 of 34
3
Event Sponsorship Requirements Checklist
The following requirements must ALL be met in order to qualify for sponsorship and
receive funding. Please be sure to carefully read and submit all necessary
documentation and information.
¨Complete application and submit at least 6 months prior to event
¨Include requested sponsorship amount in application
¨Select eligible event tier and describe how your event meets qualification
¨Provide event budget with line items detailing how sponsorship funding will be
used
¨Provide a detailed marketing plan
¨Include a financial statement from your organization – applicant must be able to
demonstrate financial accountability for event expenses
¨Describe all sources of event income and additional sponsorships that have been
secured
¨If requested, attend an ATBID Board Meeting to provide event presentation
¨If awarded event sponsorship funding, plan to attend two ATBID Board Meetings:
o Provide planning progress update at least two months prior to event
o Provide an event recap detailing attendance, marketing efforts and results,
impact on Atascadero tourism and future plans
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 16 of 34
4
Event Support Application Form
Requesting Organization: _______________________________________________
Contact: _________________________ Phone Number: _______________________
Email: ____________________________ Mailing Address: ____________________
City, State, Zip: ________________________________________________________
Name of Event: ________________________________________________________
Event Description: _____________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Event Dates/Times: _____________________________________________________
Is event located in Atascadero? Yes No
Venue Name: ________________________________________________________
Venue Location: _______________________________________________________
Event Website: ________________________________________________________
Are you receiving in-kind or financial support from the City of Atascadero?
Yes No
Total Anticipated Attendees: _______ Portion From Outside SLO County: _____%
Is this the first year the event will take place? Yes No
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 17 of 34
5
If this event has taken place previously, please provide historical data including
attendance numbers: __________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Are tickets sold for your event? If so, please provide the price per ticket and any
package opportunities.
______________________________________________________________________
______________________________________________________________________
Crowd Control Safety Plan Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Will the event require an ABC Permit? Yes No
Has a City permit been issued for your event or contracted the venue for your
event date? Yes No
Describe how the event supports Visit Atascadero’s mission and goals:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 18 of 34
6
Select eligible event tier for your event (eligibility is based on one or more
qualifying factors and additional considerations):
Additional details about eligible event tier qualification:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Support Request (desired monetary amount or in-kind marketing support):
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Tier 1
Tier 2
Tier 3
•Attracts 1,500+ attendees
•At least 35-40% of target market is out-of-town visitors
•Marketing campaigns reach at least 1,000 subscribers
•Event encourages multi-night stay in Atascadero
•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
•Attracts 750 or less attendees
•Marketing message encourages visiting Atascadero
•Marketing campaigns reach at least 500 subscribers
•Event encourages overnight stay in Atascadero
•Event appears sustainable and offers growth potential in number of
days and/or attendance to grow to Tier 2
Total Support =
Up to $10,000
Total Support =
Up to $7,500
Eligible for
In-kind Support
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 19 of 34
7
Detail how awarded funding will be utilized, include any in-kind or additional
support provided by Visit Atascadero (feel free to attach additional sheets as
needed).
Event Item Amount
Ex. Social Media Ads $2,000
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).
Income Source Amount
Ex. City of Atascadero $2,500 in-kind venue sponsorship
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 20 of 34
8
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.
Media Outlet &
Geographic Location of
advertising
Type & Frequency Cost of Advertising
Please share your intended public relations outreach.
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
How will your organization recognize Visit Atascadero’s support (including but
not limited to promotional materials, website, and at the event)?
______________________________________________________________________
______________________________________________________________________
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 21 of 34
9
______________________________________________________________________
______________________________________________________________________
What opportunities do you plan to offer that specifically promote lodging in
Atascadero?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
Additional Details:
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 22 of 34
10
Rules and Regulations for Event Coordinators
•Event coordinators will be held accountable for promoting and advertising the event,
including, but not limited to, listing the event on the Visit SLO CAL website
(www.slocal.com) within 30 days of Board approval for funding.
•Event coordinators will also be held responsible for ensuring the Visit Atascadero
logo and branding is used appropriately on any event materials. This includes
ensuring the Visit Atascadero logo is visible on event website and marketing
collateral within 30 days of Board approval for funding.
•Event coordinators should ensure every effort is made to promote the entire
Atascadero destination. On the event website, event coordinators should only link to
the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always
pay careful attention to never promote specific lodging properties unless individual
agreements with those properties have been arranged outside of ATBID activity.
•Event coordinators should plan to attend an ATBID Board Meeting following the
event to provide a recap presentation which includes attendee numbers, overnight
stays, event perception and any other pertinent information for the Board.
•Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero
logo included on event marketing materials like glassware) if event support from the
ATBID Board totals $7,500 or more.
•Please also reference the Expectations of Event Organizer by Tier to ensure you are
correctly and accurately recognizing Visit Atascadero’s support. It is the
responsibility of the event organizer to follow up with Visit Atascadero for necessary
branding pieces needed to fit the promotion requirements.
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 23 of 34
11
***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 withdraw funding if the appropriate
documents are not obtained for the event.
You must acknowledge and agree to the rules and regulations on Page 10.
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.
Cancellation Policy: Should the event not take place as presented and scheduled;
event coordinators are required to reimburse the ATBID for sponsorship support. If the
event is cancelled by the Event Coordinator because of sickness, accidents, riots,
strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions
beyond either party’s control, the Event Coordinator agrees to provide a financial report
showing the current status of funds used. The ATBID Board will follow the official event
cancellation protocol and will determine the fund quantity to either be refunded or rolled
forward to future events based on the financial report.
Applicant Signature __________________________ Date ___________
In case of questions or the need for clarification, please contact Destination
Management Consultant, Hanna Meisinger at hmeis@bigredmktg.com.
B-2ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 24 of 34
ITEM NUMBER: B-3
DATE: 11/18/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Cancelled Event Updates
RECOMMENDATION:
Discuss and provide staff direction for the cancelled events that received sponsorship
funding.
DISCUSSION:
Due to the COVID-19 pandemic, many events had to cancel or reschedule. Recognizing
the concern for the return of sponsorship funds that could not be used, the Atascadero
TBID Board set an official protocol for event cancellations.
The protocol calls for event management to provide a financial review of the funds they
received. The two events that received their event sponsorship funding before the event
was cancelled are the following:
•Central Coast Cider Festival
Sponsorship: $15,000, Date Paid: November 26, 2019
•Central Coast Craft Beer Festival – March 28, 2020 (rescheduled to June 20,
2020 and rescheduled again to October 24, 2020)
Sponsorship: $5,000, Date Paid: February 21, 2020
The Board will review the financial reports and determine next steps for each event.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 25 of 34
ITEM NUMBER: B-4
DATE: 11/18/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Big Red Marketing Meeting Roles
RECOMMENDATION:
Receive and file Big Red Marketing Meeting Roles.
DISCUSSION:
During the September 16, 2020 ATBID Board Meeting, an AdHoc Committee was
appointed, consisting of Chairperson O’Malley and Board Member Sohi, to discuss
options to reduce operating costs of the Atascadero TBID.
The AdHoc Committee met virtually on September 28, 2020 to discuss the Destination
Management roles and areas to reduce staff responsibilities, particularly in regard to
Board Meeting preparation. The AdHoc Committee requested that Big Red Marketing
present their roles to prepare the Board Meetings with the Atascadero TBID Board.
FISCAL IMPACT:
None.
ATTACHMENTS:
None.
Page 26 of 34
ITEM NUMBER: B-5
DATE: 11/18/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Quarterly Marketing Statistics
RECOMMENDATION:
Receive and file Quarterly Marketing Statistics.
DISCUSSION:
During the months of September and October, Verdin shared three "Atascadero
Backstage Pass" social videos. We received 2,592 impressions for these three videos,
which illustrate the continued success of this series. The first social takeover campaign
was shared on October 29, highlighting The ARTery through videos and photos posted
on Visit Atascadero's Instagram story. The posts received 3,357 impressions throughout
the day. An e-newsletter was sent out in September to encourage safe travel and
promote fall activities. Social media remains the primary marketing channel at this
time. We will continue to work closely with our partners and introduce new marketing
tactics as travel begins to increase.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.September/October Stat Summary
Page 27 of 34
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
SEPTEMBER STAT SUMMARY
ATASCADERO TBID
October 5, 2020
WEBSITE TRAFFIC
Page Views: 7,370 vs. 24,828 (-70%)
New Visitors: 2,723 vs. 13,813 (-80%)
Sessions: 3,307 vs. 16,605 (-80%)
Mobile Views: 1,572 (-87%)
Desktop Views: 1,171 (-41%)
PPV (Page Per Visit): 2.23 (+59%)
TOS (Time on Site): 001:18 (+130%)
ACQUISITION
Social: 162 (-98%)
Direct: 739 (-79%)
Organic: 1,622 (-31%)
Referral: 353 (-54%)
GEOGRAPHIC REFERRALS
Atascadero: 385 (-58%)
Los Angeles: 334 (-88%)
Paso Robles: 281 (-32%)
San Francisco: 297 (-72%)
San Luis Obispo: 102 (-52%)
Arroyo Grande: 44 (-73%)
San Jose: 61 (-10%)
Fresno: 29 (-89%)
Morro Bay: 27 (-40%)
Ashburn: 71 (+29%)
Sacramento: 27 (-84%)
PAGE VIEWS
Home: 979 (-56%)
Things to Do: 713 (-48%)
Events: 549 (-84%)
Parks: 397 (-22%)
Brew @ Zoo: 301 (new)
Hike/Bike: 264 (+116%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,700
Impressions: 9,907
Organic: 9,774
Paid: 0
Reach: 8,074
Engagements: 229
Top Post: Atascadero Sunset
Reach: 409
Main audience: Women, 35+, SLO County & Central
Valley
WEB ANALYTICS (2020 vs. 2019)
INSTAGRAM AND TWITTER
Instagram Followers: 2,875
New Followers: 11
Likes received: 623
Comments received: 13
Main audience: Women 35-44
Twitter
Followers: 317
Engagements: 44
Main audience: Men ages 35-44
B-5ITEM NUMBER:
DATE: ATTACHMENT:11/18/2020
1
Page 28 of 34
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM 2
OCTOBER STAT SUMMARY
November 3, 2020
WEB ANALYTICS (2020 vs. 2019)
WEBSITE TRAFFIC
Page Views:
6,961 vs. 18,142 (-62%)
New Visitors:
2,387 vs. 10,305 (-77%)
Total Sessions:
2,874 vs. 12,340 (-77%)
Mobile Views: 1,471 (-80%)
Desktop Views: 938 (-66%)
PPV (Page Per Visit): 2.42 (+65%)
TOS (Time on Site): 001:32 (+179%)
ACQUISITION
Social: 118 (-95%)
Direct: 453 (-89%)
Organic: 1,747 (-26%)
Referral: 206 (-89%)
GEOGRAPHIC REFERRALS
Atascadero: 401 (-53%)
Los Angeles: 284 (-81%)
Paso Robles: 281 (-44%)
San Francisco: 267 (-58%)
San Luis Obispo: 78 (-65%)
San Jose: 57 (+16%)
San Diego 32 (-87%)
Sacramento: 28 (-84%)
Arroyo Grande: 26 (-41%)
Fresno: 25 (-84%)
PAGE VIEWS
Things to Do: 790 (-20%)
Events: 614 (-62%)
Home: 582 (-41%)
Parks: 383 (-19%)
Downtown: 292 (-54%)
SOCIAL MEDIA ANALYTICS
FACEBOOK
Facebook Fans: 6,706
Impressions: 76,737
Organic: 16,197
Paid: 60,230
Engagements: 10,923
Reach: 26,388
INSTAGRAM AND TWITTER
Instagram Followers: 2,910
New Followers: 33
Likes received: 1,105
Comments received: 22
Twitter Followers: 316
Engagements: 59
The September e-blast was sent out on Wednesday, Sept. 3 at 2:00 p.m. The content focused on responsible
travel and safe fall activities.
•Open Rate: 29.4%
•Click-Through Rate: 1.9%
•Total Opens: 707
E-NEWSLETTER ANALYTICS
B-5ITEM NUMBER:
DATE: ATTACHMENT:11/18/2020
1
Page 29 of 34
t (805) 541-9005 f (805) 541-9007
3580 Sacramento Drive #110, San Luis Obispo, CA 93401
VERDINMARKETING.COM
SOCIAL TAKEOVER CAMPAIGN
This month, Verdin launched the first local business Instagram story takeover. Videos and photos from The
ARTery were published on the Instagram story throughout the day on Thursday, October 29. We utilized the
assets sent over from The ARTery staff to share a behind-the-scenes look at this local business. Below are
the results from the posts.
Social Takeover Results
This post included 4 videos and
photos throughout the day on Oct.
29.
Clicks: 1,249
Impressions: 3,357
Average Reach per Story: 126
Story Replies: 7
ATASCADERO BACKSTAGE PASS SERIES
As part of the recovery plan, Verdin is creating five videos highlighting off-the-beaten-path outdoor
experiences that visitors can enjoy. To date, Verdin has completed three backstage pass videos featuring
hiking along Los Lomas trail and Three Bridges Oak Preserve and biking through the Garden Farms
neighborhood. Below are the results:
SOCIAL MEDIA ACTIVITES
Backstage Pass Results
We have posted three videos within
the months of September and
October.
Story Taps Forward: 1,745
Impressions: 2,592
Average Reach per Story: 157
Story Replies: 6
B-5ITEM NUMBER:
DATE: ATTACHMENT:11/18/2020
1
Page 30 of 34
ITEM NUMBER: B-6
DATE: 11/18/2020
ADVISORY BOARD FOR THE ATASCADERO TOURISM
BUSINESS IMPROVEMENT DISTRICT
Staff Report
Quarterly Detailed Budget Report
RECOMMENDATION:
Receive and file Quarterly Detailed Budget Report.
DISCUSSION:
The 2020/21 Fiscal Year Budget shows all expenditures through September 30, 2020.
The detailed report shares updates in TOT Reporting and revenue.
FISCAL IMPACT:
None.
ATTACHMENTS:
1.2020/21 ATBID Budget
2.Fund Summary Report
3.TOT Report
Page 31 of 34
GL #
REVENUE PROJECTIONS July August September Actuals Budget
1100 2% BID Revenue July 2020 - June 2021 67,286.00$ $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$ 750.00$ 2,250.00$ $9,375.00
2106 Verdin 885.90$ 2,002.90$ 1,288.30$ 4,177.10$ $18,200.00
2200 ATBID Management $20,812.00 8.01%
2201 Board Management & Coordination 850.00$ 1,200.00$ $845.00 2,895.00$ $8,625.00
2202 Financial Management 500.00$ 500.00$ 500.00$ 1,500.00$ $8,512.00
2203 Strategy 280.00$ 280.00$ 900.00$ 1,460.00$ $3,675.00
2204 COVID 1,000.00$ 1,000.00$ $0.00
2300 Visual Assets and Branding $23,000.00 8.85%
2301 Photography & Video $0.00
2302 Creative Services - Verdin Scope 1,306.10$ 1,816.50$ 1,202.40$ 4,325.00$ $23,000.00
2303 Creative Services - Out of Scope 245.50$ 245.50$ $0.00
2304 Promotional Items & Visit Atascadero Brochure $0.00
2400 Digital Marketing $23,480.00 9.04%
2401 Website Updates 129.80$ 47.95$ 177.75$ $780.00
2402 Social Media contest hard costs $200.00
2403 Social Media/Contest Management 1,579.20$ 1,560.60$ 1,379.90$ 4,519.70$ $18,800.00
2404 E-Newsletter 41.99$ 41.99$ 611.29$ 695.27$ $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$ $10,000.00
2503 Verdin Media Retainer 128.00$ 128.00$ $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 $30,000.00
2802 Management of Event Sponorship 300.00$ 450.00$ 400.00$ 1,150.00$ $5,000.00
2900 Recovery Plan $40,000.00 15.40%
2901 Social Videos 960.80$ 792.70$ 1,753.50$ $10,000.00
2902 Social Takeover Management 302.10$ 244.10$ 546.20$
2903 Recovery Campaigns/Giveaways $10,000.00
2904 Public Relations Tactics 465.60$ 87.00$ 552.60$ $5,000.00
2905 Partnership Programs $10,000.00
2906 Signage $5,000.00
TOTAL EXPENSES 8,088.59$ 9,951.89$ 10,335.14$ 28,375.62$ $259,753.00
Cash Reserves $58,000.00
Funds Unallocated $270,517.00
Total Budget $588,270.00
ATBID 2020/21 BUDGETED P&L
B-6ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
1
Page 32 of 34
11/11/20
FUND TYPE
235 Special Revenue
YTD ACTUAL*
ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL ACTUAL*2020-2021 BUDGETED
2014-2015 2015-2016 2016-2017 2017-2018 2018-2019 2019-2020 through 9/30/2020 2020-2021
REVENUES
41530.6300 Taxes and Assessments 162,036$ 241,078$ 267,507$ 275,295$ 278,184$ 224,609$ 67,286$ 326,770$
45920.0003 Assessment Penalties - - - - - 133 - -
46110.0000 Investment Earnings 2,068 5,458 724 1,580 9,631 10,720 - 4,670
Total Revenue 164,104 246,536 268,231 276,875 287,815 235,462 67,286 331,440
EXPENSES
6050000 Office Expense - 5,164 - - - - - 1,000
6070000 Advertising 3,450 86,914 91,005 144,521 178,720 120,110 1,559 160,000
6400000 Operating Supplies - 1,217 120 - - - - 500
6500000 Contract Services 26,173 105,314 138,414 172,938 143,482 120,525 26,572 151,250
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 2,246 673 3,270
Total Expenses 31,243 206,020 232,639 323,636 325,408 242,881 28,803 316,450
NET INCOME/(LOSS)132,861 40,516 35,592 (46,761) (37,593) (7,419) 38,483 14,990
BEGINNING AVAILABLE BALANCE 156,472 289,333 329,849 365,441 318,679 281,086 273,667 256,830
ENDING AVAILABLE BALANCE 289,333$ 329,849$ 365,441$ 318,679$ 281,086$ 273,667$ 312,150$ 271,820$
*Actual numbers are unaudited, not yet finalized and are subject to change
Atascadero Tourism Business Improvement District (ATBID) Fund
B-6ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
2
Page 33 of 34
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$ 207,088.63$ 136,898.64$ 1,123,618.67$
Fiscal Year 2021 336,646.30$
B-6ITEM NUMBER:
DATE:
ATTACHMENT:
11/18/2020
3
Page 34 of 34