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HomeMy WebLinkAboutTBID_2025-10-15_AgendaPacket CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA IN-PERSON MEETING INFORMATION: The Advisory Board for the Atascadero Tourism Improvement District (ATBID) meeting will be in- person only and members of the public wanting to participate may attend the meeting in-person. HOW TO SUBMIT PUBLIC COMMENT: Individuals wishing to provide public comment may attend the meeting in the Club Room on the Fourth Floor of City Hall, 6500 Palma Avenue, Atascadero, CA 93422. If you wish to comment but not in-person, please email public comments to ATBID@atascadero.org. Such email comments must identify the Agenda Item Number in the subject line of the email. The comments will be forwarded to the ATBID Advisory Board and made a part of the administrative record. To ensure distribution to the ATBID Advisory Board prior to consideration of the agenda, the public is encouraged to submit comments no later than 10:00 am the day of the meeting. All correspondence will be distributed to the ATBID Advisory Board, posted on the City’s website, and be made part of the official public record of the meeting. Please note, email comments will not be read into the record. Please be aware that communications sent to the ATBID Advisory Board are public records and are subject to disclosure pursuant to the California Public Records Act and Brown Act unless exempt from disclosure under applicable law. Communications will not be edited for redactions and will be printed as submitted. 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. ATBID Advisory Board agendas and minutes may be viewed on the City's website: www.atascadero.org/agendas 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 and Resolutions will be allocated a number once they are approved by the ATBID Advisory Board. The Minutes of this meeting will reflect these numbers. All documents submitted by the public during ATBID Advisory Board meetings that are made a part of 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 by appointment during City Hall business hours. Page 1 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, October 15, 2025, at 1:00 P.M. Ranger House – 9305 Pismo Avenue Atascadero, California CALL TO ORDER: ROLL CALL: Chairperson, Patricia Harden, SpringHill Suites by Marriott Vice Chairperson, Amar Sohi, Holiday Inn Express & Suites Board Member, Clint Pearce, Madonna Enterprises Board Member, Sarah Maggelet, Templeton Vacation Rentals Board Member, Chris Oh, The Carlton/ Everlygrove Property Mgmnt. 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. PRESENTATION: 1. City of Atascadero’s Central Coast Zoo Update Central Coast Zoo Director, Dr. Cynthia Stringfield A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – September 17, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve September 17, 2025, Regular Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. Quarterly Marketing Report Recap & Annual Review ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file Verdin Marketing’s Quarterly Marketing Report for Q1 2025-26. [Verdin Marketing] 2. 2025 Bovine Classic Event Update ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file Bovine Classic event update. [Bovine Classic] Page 2 of 29 3. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report and Performance Results. [City] C. UPDATES: 1. Visit SLO CAL Board & Marketing Committee Updates. [Visit SLO CAL/Marketing Committee liaisons] 2. Marketing Update. [Verdin Marketing] 3. City Business and Administrative Update. [City] D. BOARD MEMBER COMMENTS: E. FUTURE AGENDA ITEMS: (This section set aside for open discussion on future agenda items) 1. Holiday Lodging Promotion (November 2025). 2. Central Coast Cider Festival Event recap & renewal (November 2025). 3. Bovine Festival Event recap & renewal (November 2025). 4. Atascadero Fall Festival recap & renewal (January 2026). 5. Tin City Tie-in Opportunities (January 2026). 6. Annual Reserve discussion (January 2026). 7. Welcome Center Location Update/ Opportunity (Pending timing). 8. Upcoming City Council Meeting Industry Related Items: ▪ Atascadero General Plan Update, October 21, 3-5 pm OPEN HOUSE City all 1st Floor, Planning Commission 6 pm & Council Meeting October 28th, 6 pm. ▪ Short Term Rental Ordinance – postponed, date TBD. 9. ATBID does not meet in December. F. ADJOURNMENT: Page 3 of 29 ATBID | 9/17/25 | Item A1 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA DRAFT MEETING MINUTES Wednesday, September 17, 2025, at 1:00 P.M. Atascadero City Hall - 6500 Palma Avenue, Club Room Atascadero, California CALL TO ORDER: Chairperson Harden called the meeting to order at 1:01 P.M. ROLL CALL: Present: Board Members Christopher Oh, Sarah Maggelet, Vice Chairperson Sohi, and Chairperson Harden Vacant: None Absent: Board Member Clint Pearce Staff Present: Ashley Zamora Recreation Coordinator PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: Beth Burk from Paso Robles Vacation Rentals, would like input on recent short-term rental ordinance. Chairperson Harden closed public comment. PRESENTATION: 1. City of Atascadero Economic Development Update Deputy Director Economic Development, Loreli Cappel 2. SLO CAL Community Lodging Report – Behind the Numbers Visit SLO CAL Director of Marketing, Matt Halvorson A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – August 20, 2025, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve the August 20, 2025, Regular Meeting Draft Action Minutes. [City] MOTION BY: Sohi SECOND BY: Oh 1. Approve Consent Calendar. AYES (4): Sohi, Oh, Maggelet, Harden ABSENT (1): Pearce Page 4 of 29 ATBID | 9/17/25 | Item A1 VACANT (0): None Passed 4-0 B. BUSINESS ITEMS: 1. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report and Performance Results. [City] Recreation Coordinator Ashley Zamora asked if there were any questions from the Advisory Board, no questions to report back to Terrie Banish. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. The Board received and filed the Budget Report and Performance Results. C. UPDATES: 1. Visit SLO CAL Board & Marketing Committee Updates. [Visit SLO CAL/Marketing Committee liaisons] 2. Marketing Update. [Verdin Marketing] 3. City Business and Administrative Update. [City] D. BOARD MEMBER COMMENTS: None. E. FUTURE AGENDA ITEMS: (This section set aside for open discussion on future agenda items) 1. Central Coast Cider Festival Event recap & renewal (October 2025) 2. Welcome Center Location Update/ Opportunity (Pending timing). 3. Tin City Tie-in Opportunities (October 2025). 4. October ATBID Meeting location: Ranger House! Will include Zoo Director, Cynthia Stringfield to discuss new improvement updates and how the .5% assessment can be applied (October 2025). 5. Bovine Festival Event recap & renewal (November 2025). 6. Atascadero Fall Festival recap & renewal (December 2025). F. ADJOURNMENT: Chairperson Harden adjourned the meeting at 2:55 P.M. MINUTES PREPARED BY: ______________________ Ashley Zamora Recreation Coordinator Page 5 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 10/15/25 Quarterly Marketing Report Recap & Annual Review RECOMMENDATION: ATBID Advisory Board receive and file Verdin Marketing’s Quarterly Marketing Report for Q1 2025- 26. DISCUSSION: Following provides the Quarter 1 Marketing Report for Visit Atascadero’s promotional efforts July through September 2025, which remained strong across paid, owned, and earned channels. During Q1 of FY26 (July–September 2025), Visit Atascadero’s marketing efforts saw strong engagement across paid, owned, and earned channels. Paid media on Google, YouTube, and Meta delivered nearly 2 million impressions and 23,000 clicks, with Google Search achieving a 23% improvement in CTR to 3.68%. The YouTube campaign generated over 135,000 views with a 66% completion rate, and Meta ads reached 1.1 million impressions. Email marketing continued to perform above industry benchmarks, with open rates averaging 45% and click rates around 6%. Social media reach remained strong, with Facebook up 99% to 698,000 and Instagram steady at 53,500; top- performing reels included Cruise Night and Brew at the Zoo. Partnerships with Visit California, SLO CAL, and CCTC led to statewide coverage highlighting Cruisin’ Weekend in Visit California’s August 2025 Events feature. Website performance also improved, with unique visitors up 20%, total visits up 14%, and impressions up 9%, though pageviews dipped slightly. Overall, Q1 demonstrated solid momentum and growing awareness for Atascadero as a destination. In addition, Verdin Marketing will provide an oral presentation reviewing the Quarterly marketing Report. FISCAL IMPACT: None. ATTACHMENT: 1. Visit Atascadero Stat Report FY26 – Q1 Page 6 of 29 Prepared by: Ashlee Akers Chief Strategy Officer Marketing Report Visit Atascadero FY26 | Q1 (July-Sept) October 2025 ATBID | 10/15/25 | Item B1 | Attachment 1 Page 7 of 29 In Q1, paid media campaigns ran across Google Search, YouTube, and Meta, showing strong reach and engagement. Google Search delivered 245,792 impressions, 9,056 clicks, and 3,468 website conversions, with CTR improving 23% to 3.68%, near the hospitality benchmark. The YouTube campaign launched in September, generating 548,409 impressions, 135,220 views, and a 66% video completion rate. Meta produced 1.1 million impressions and 10,103 clicks with a 1% CTR. Recommendations include expanding Google reach with a Performance Max campaign, ongoing weekly optimizations, refining high- performing keywords, improving YouTube targeting, and enhancing Meta performance through audience segmentation, lookalike audiences, and retargeting strategies. Owned media remained strong in Q1, with email marketing averaging a 44.9% open rate and 6.8% unique click rate, both well above industry benchmarks. Social media showed solid reach on Facebook and a slight dip on Instagram following last quarter’s spikes. Video views were down overall, but several reels performed very well, including the Zoo series, "You won’t feel like a visitor," Cruise Night, and Brew at the Zoo. Our social team also captured new content at local small businesses like Marin’s, Green Omen, and Decades, and we are developing new reel series to keep engagement strong heading into fall. This month, earned media efforts included content submissions to Visit SLO CAL, Visit California, and the Central Coast Tourism Council, with standout coverage from Visit California highlighting Cruisin’ Weekend. Website performance saw positive growth, with unique visitors up 20%, total visits up 14%, and impressions up 9%, reflecting increased reach and audience interest. MARKETING REPORT FY26 | Q1 2 Performance Summary ATBID | 10/15/25 | Item B1 | Attachment 1 Page 8 of 29 Paid Media Results Channel Creative Impressions Clicks/ Conversions CTR VCR/VR Google Search Key Words 245,792 9,056 3.68%N/A YouTube Your Favorite Neighbor 548,409 112 0.02%66.35% Meta Your Favorite Neighbor 1,109,476 10,103 0.91%N/A Boosted Posts Social Posts on IG & FB 89,512 4,362 4.87%N/A 3 MARKETING REPORT FY26 | Q1 Impressions: 1,993,189 Clicks: 23,633 Avg. CTR: 1.19% Total Campaign Summary ATBID | 10/15/25 | Item B1 | Attachment 1 Page 9 of 29 Email Marketing Report Verdin developed and deployed three monthly e-newsletters in Q1. They included highlights of upcoming local events, thematic content and seasonal happenings. Below are the results: 4 MARKETING REPORT FY26 | Q1 UNIQUE CLICKS 8.6% OPEN RATE 42.8% UNIQUE CLICKS 5.1% OPEN RATE 47.3% UNIQUE CLICKS 6.8% OPEN RATE 44.6% JULY AUGUST SEPTEMBER ATBID | 10/15/25 | Item B1 | Attachment 1 Page 10 of 29 Social Media Performance 5 MARKETING REPORT FY26 | Q1 INSTAGRAM VIDEO VIEWS 23.7K FACEBOOK REACH INSTAGRAM REACH -56% FACEBOOK VIDEO VIEWS 49.2K -14% ATBID | 10/15/25 | Item B1 | Attachment 1 Page 11 of 29 Partnerships & PR 6 MARKETING REPORT FY26 | Q1 Visit California/SLO CAL/CCTC Submissions: SLO Down The Summer Beyond The Glass Spooky Fun After Dark Museums You've Never Heard Of Secret California: Speakeasies & Hidden Bars Coverage: August 2025 Events in California | Visit California ATBID | 10/15/25 | Item B1 | Attachment 1 Page 12 of 29 Website Results 7 MARKETING REPORT FY26 | Q1 WEBSITE TRAFFIC 2024 V. 2025 ENGAGED SESSIONS BY CHANNEL TOP PAGES ACTIVE USERS BY CITY ACTIVE USERS BY DEVICE MONTH UNIQUE VISITORS NUMBER OF VISITS PAGES HITS Unique Visitorsup 20%Visits up 14%Pageviewsdown 3%Impressions up 9% RESULTS ATBID | 10/15/25 | Item B1 | Attachment 1 Page 13 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 10/15/25 2025 Bovine Classic Event Update RECOMMENDATIONS: ATBID Advisory Board receive and file Bovine Classic event update. DISCUSSION: In January 2022, the ATBID Board approved sponsorship for the inaugural Bovine Classic mixed- surface cycling event targeted to avid cyclists at a state and national level. That event took place November 3-5, 2023, in North County, with the main cycling event in Downtown Atascadero on Saturday, November 5. The event was a success and filled the goal of being an annual marquee gravel cycling event. The main race was a single-day event, but the entire Bovine Classic experience spanned Thursday through Saturday, attracting riders who spent between one and three nights in Atascadero and Paso Robles. Since this time, the ATBID Board has approved sponsorship each year and we are now at the 5th Annual Bovine Classic event taking place on October 25, 2025, with a full event schedule that has continued to expand. The Board will receive an oral presentation from the event coordinator to review updates on what is being done to market the event and where things are trending to the prior year. FISCAL IMPACT: None. ATTACHMENTS: None. Page 14 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 10/15/25 Budget Report Update & Performance Results RECOMMENDATION: ATBID Advisory Board receive and file the Budget Report Update and Performance Results. DISCUSSION: The ATBID summary and expenditure reports show the expenditures that have been submitted through September 2025 along with the Transient Occupancy Tax (TOT). The ATBID Summary for 25-26 and the new 25-26 Expenditure Detail Report have also been included as attachments to this budget update. STR Report is also attached for the month of August. FISCAL IMPACT: None. ATTACHMENTS: 1. ATBID Expenditure Detail Report (FY 25-26) 2. ATBID Summary 25-26 3. Tourism TOT report 8.31.25 4. SLO CAL Community Intelligence Report August 2025 5. STR Reports for August 2025 Page 15 of 29 10/08/2025 CITY OF ATASCADERO 1 3:23PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 08/31/2025 Periods: 0 through 2 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6000000 Operating Services and Supplies 0000.6050000 Office Expense 0000.6050000 Office Expense 0.00 0.00 250.000.00250.00 0.00 Total Office Expense 0.000.00 0.00 0.00 250.00250.00 0000.6070000 Advertising 0000.6070000 Advertising 0.00 0.00 160,250.000.00160,250.00 0.00 0000.6077025 Digital Media Advertising 0.00 0.00 0.000.000.00 0.00 155,000.00 7/1/2025 po PO 02714 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 5,930.62 7/31/2025 ap IN 12489 235Line Description: JULY 2025 DESTINATION MARKETIN Vendor: 06479 VERDIN Check # 182985 -5,930.62 7/31/2025 po LI 12489 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 182985 5,930.62 5,930.62 0.000000.6077025 Digital Media Advertising 149,069.38 -155,000.000.00 0000.6077060 Advertising 0.00 0.00 0.000.000.00 0.00 7,500.00 7/1/2025 ap IN 240346 235Line Description: SP025-059 SPONSORSHIP Vendor: 04221 CALIFORNIA MID-STATE FAIR Check # 182470 46,500.00 7/1/2025 po PO 02715 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 0 1Page: ATBID | 10/15/25 | Item B3 | Attachment 1 Page 16 of 29 10/08/2025 CITY OF ATASCADERO 2 3:23PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 08/31/2025 Periods: 0 through 2 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6077060 Advertising (Continued) 5,000.00 7/1/2025 po PO 02714 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 -7,500.00 7/1/2025 je GJ JE26 07-14 235Line Description: Rev SP025-059 Sponsorship 3,750.00 7/1/2025 je GJ JE26 07-14 235Line Description: Cor SP025-059 Sponsorship 6,000.00 8/28/2025 ap IN 14871 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183120 -6,000.00 8/28/2025 po LI 14871 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183120 33,000.00 8/28/2025 ap IN 14876 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183120 -33,000.00 8/28/2025 po LI 14876 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183120 42,750.00 42,750.00 0.000000.6077060 Advertising 12,500.00 -55,250.000.00 Total Advertising 131.2048,680.62 48,680.62 161,569.38 -50,000.00160,250.00 0000.6400000 Operating Supplies Total Operating Supplies 0.000.00 0.00 0.00 0.000.00 2Page: ATBID | 10/15/25 | Item B3 | Attachment 1 Page 17 of 29 10/08/2025 CITY OF ATASCADERO 3 3:23PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 08/31/2025 Periods: 0 through 2 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number 0000.6500000 Contract Services 0000.6500000 Contract Services 0.00 0.00 264,500.000.00264,500.00 0.00 0000.6501125 Promotions Consultants 0.00 0.00 0.000.000.00 0.00 105,000.00 7/1/2025 po PO 02714 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 0 9,637.00 7/31/2025 ap IN 12489 235Line Description: JULY 2025 DESTINATION MARKETIN Vendor: 06479 VERDIN Check # 182985 -9,637.00 7/31/2025 po LI 12489 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 182985 9,637.00 9,637.00 0.000000.6501125 Promotions Consultants 95,363.00 -105,000.000.00 0000.6509032 Additional Promotional Services 0.00 0.00 0.000.000.00 0.00 10,000.00 7/1/2025 ap IN 1160 235Line Description: 2025 BOVINE CLASSIC SPONSORSHI Vendor: 08979 LOCOMOTIV PERFORMANCE COACHING Check # 182492 25,000.00 7/1/2025 ap IN 975 235Line Description: 2025 FALL FEST GRANT Vendor: 08621 EN FUEGO EVENTS Check # 182478 5,000.00 7/30/2025 ap IN 1005 235Line Description: 25/26 CIDER FESTIVAL SPONSORSH Vendor: 07961 CENTRAL COAST CIDER ASSC. Check # 182742 40,000.00 40,000.00 0.000000.6509032 Additional Promotional Services 0.00 -40,000.000.00 3Page: ATBID | 10/15/25 | Item B3 | Attachment 1 Page 18 of 29 10/08/2025 CITY OF ATASCADERO 4 3:23PM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 08/31/2025 Periods: 0 through 2 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct UsedBalance Year-to-date Encumbrances Year-to-date ExpendituresExpenditures Adjusted Appropriation Account Number Total Contract Services 49,637.00 49,637.00 0000.6600000 Professional Development 0000.6600000 Professional Development 0.00 0.00 8,500.000.008,500.00 0.00 Total Professional Development 0.000.00 0.00 0.00 8,500.008,500.00 0000.6740000 Business Development Total Business Development 0.000.00 0.00 0.00 0.000.00 0000.6900000 Department Service Charges 0000.6900000 Administration 0.00 0.00 5,110.000.005,110.00 0.00 Total Department Service Charges 0.000.00 0.00 0.00 5,110.005,110.00 Total Operating Services and Supplies 80.9998,317.62 98,317.62 256,932.38 83,360.00438,610.00 0000.7000000 Special Purchases, Projects, and Studies 0000.7800000 Community Funding 0000.7805029 Opportunities Fund 0.00 0.00 65,000.000.0065,000.00 0.00 Total Special Purchases, Projects, and Studies 0.000.00 0.00 0.00 65,000.0065,000.00 0000.9000000 Debt Service & Other Uses 0000.9400000 Cash Contributions Total Debt Service & Other Uses 0.000.00 0.00 0.00 0.000.00 70.5498,317.62 98,317.62 256,932.38 148,360.00503,610.00Total Atascadero Tourism Bus Improv Dist Grand Total 98,317.62 98,317.62 70.54256,932.38 148,360.00503,610.00 4Page: ATBID | 10/15/25 | Item B3 | Attachment 1 Page 19 of 29 FUND TYPE 235 Special Revenue YTD ACTUAL* YTD ACTUAL* ACTUAL ACTUAL ACTUAL 2024-2025 2025-2026 BUDGETED 6/30/2022 6/30/2023 6/30/2024 through 06/30/2025 through 08/31/2025 2025-2026 REVENUES 41530.6300 Taxes and Assessments 409,652$ 431,401$ 419,591$ 442,589$ 782$ 510,800$ 45920.0003 Assessment Penalties 933 3,904 657 934 - - 46110.0000 Investment Earnings (11,341) 2,966 30,734 - 16,210 Total Revenue 399,244 438,271 450,982 443,523 782 527,010 EXPENSES 6050000 Office Expense 264 - (5) 24 - 250 6070000 Advertising 127,366 126,556 142,357 253,865 48,681 160,250 6500000 Contract Services ** 143,436 163,051 220,803 223,637 54,220 264,500 6600000 Professional Development 731 - 475 830 - 8,500 6900000 Administration 4,106 4,353 4,202 4,435 - 5,110 7805029 Opportunities Funding*** - - - - - 65,000 Total Expenses 275,903 293,960 367,832 482,790 102,901 503,610 NET INCOME/(LOSS)123,341 144,311 83,150 (39,268) (102,119) 23,400 BEGINNING AVAILABLE BALANCE 400,770 524,111 668,422 751,572 712,304 728,880 ENDING AVAILABLE BALANCE 524,111$ 668,422$ 751,572$ 712,304$ 610,185$ 752,280$ *Actual numbers are unaudited, not yet finalized and are subject to change ** Contract Services Special Events Atascadero Fall Festival Sponsorship 2024 25,000$ Bovine Classic 10,000 Central Coast Cider Assn 5,000 Destination Marketing Services 9,637 Administrative Services Fee 4,583 54,220$ Atascadero Tourism Business Improvement District (ATBID) Fund 10/8/2025 ATBID | 10/15/25 | Item B3 | Attachment 2 Page 20 of 29 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 348,012.06$ 275,644.27$ 241,653.81$ 503,542.34$ 1,368,852.48$ Fiscal Year 2022 *624,858.40$ 498,385.17$ 388,893.34$ 609,246.66$ 2,121,383.57$ Fiscal Year 2023 *625,917.25$ 470,541.39$ 347,201.52$ 583,045.37$ 2,026,705.53$ Fiscal Year 2024 *671,002.30$ 493,566.44$ 331,201.07$ 601,950.80$ 2,097,720.61$ Fiscal Year 2025*630,627.42$ 457,606.37$ 349,681.06$ 551,954.70$ 1,989,869.55$ Fiscal Year 2026*3,127.95$ -$ -$ -$ 3,127.95$ * This report includes receipts in the correct quarter earned, not in the quarter received. It will not be the same as the City's financial statements. ATBID | 10/15/25 | Item B3 | Attachment 3 Page 21 of 29 Source: CoStar Group, STR, LLC. Republication or other reuse of this data without the express written permission of STR, LLC is strictly prohibited. ©Visit SLO CAL, VisaVue, Tourism Economics Community Performance Report San Luis Obispo County , August 2025 Hotel Performance TOT Revenue Visitor Arrivals PreviousQuarter San Luis Obispo hotels completed August on a relatively positive note compared to last year, with all metrics posting positive YOY change, with exception to ADR (-0.6% YOY). Demand grew 6.1% in combination with supply growth at 4.2%, leading occupancy of 75.9% to rise 1.9% YOY. Comp set hoteldestinations were more mixed, with demand growth highed in SLO County (+6.1%), followed by Napa County (+5.3%), CA (+0.6%), but decreasing in Monterey (-0.8%), Santa Barbara (-1.1%), and the U.S. (-0.4%). Revenue grew in all markets except Santa Barbara (-0.8%) and the U.S. (-0.1%).Submarkets reported largely positive growth, with all communities growing occupancy besides North Coast (-2%), Morro Bay (-2.9%), and San Simeon (-7.8%). All communities grew supply, with the highest gains in Paso Robles (+10.3%), North County (+7.2%), and San Luis Obispo city (+4.6%). TOT for the month of July was $6.8M, down 9.6% YOY, given reported negative growth across the board, notably in Pismo Beach ($2M, -7.3%),Unincorporated ($1.8M, -8.9%), and SLO City ($1.2M, -3.1%). Calendar YTD TOT through July totaled $38.9M, down just 1.2% from last year, given strong performance in January, February, April and May. Visitors to San Luis Obispo County in 2025 Q2 (FY 2025 Q4) were 1.6M, up 1.4% from the same quarter one year ago. International visitors decreased 8.4%YOY, but other visitor categories grew: day (2.5%), overnight (1%), and domestic (1.6%).Relative to the previous fiscal year, FY2025 grew 1%, pulling in 7.5M visitors, nearly equal to last year's 7.46M. Growth in visitors was seen in FYQ3 (+4.5%) and FYQ4 (+1.4%), but decreased during FYQ1 (-0.4%) andFYQ2 (-0.5%). Visa card in-market visitor spending for 2025 Q2 totaled $252.9M, up 2.6% YOY. Domestic visitor spend grew 2.9%, while international decreased 12.6%.Fiscal 2025 closed at $951.2M, up 1.4% YOY, with domestic visitors growing spend 1.4%, and international visitors under 5.6% YOY. 253.1K Hotel Demand ▲ 6.1% YOY - Monthly $6,793,902 Transient Occupancy Tax ▼ -9.6% YOY - Monthly $252.9M Total Spending for 2025 Q2 ▲ 2.6% YOY - Quarterly 1.6M Visitors for 2025 Q2 ▲ 1.4% YOY - Quarterly ATBID | 10/15/25 | Item B3 | Attachment 4 Page 22 of 29 Source: CoStar Group, STR, LLC. Republication or other reuse of this data without the express written permission of STR, LLC is strictly prohibited. ©Visit SLO CAL Community Lodging San Luis Obispo County , August 2025 Date August 2025 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $110$14675.0%19.1K Supply 14.3K Demand $2.1M Revenue ▼ -2.5%▲ 2.4%▲ 0.0% ▼ -2.5% ▼ -4.8%▲ 2.4% YOY Transient Occupancy Tax Revenue July 2025 - Monthly $6,793,902 San Luis Obispo County ▼ -9.6% YOY Occupancy ADR RevPAR Arroyo Grande, CA Atascadero, CA Cambria, CA Five Cities Morro Bay, CA North Coast North County Paso Robles, CA Pismo Beach, CA San Luis Obispo County San Luis Obispo, CA San Simeon, CA South County 77.3% 75.0% 76.5% 77.6% 71.2% 71.3% 77.1% 78.0% 77.3% 75.9% 78.4% 63.1% 78.0% $167 $146 $255 $278 $184 $218 $198 $217 $282 $221 $195 $171 $239 $129 $110 $195 $216 $131 $155 $152 $169 $218 $168 $153 $108 $186 Hotel Performance by Community August 2025 - Monthly Pismo Beach Unincorporated San Luis Obispo Paso Robles Morro Bay Arroyo Grande Grover Beach 2,014,442, ▼ -7.3% 1,767,144, ▼ -8.9% 1,254,466, ▼ -3.1% 935,172, ▼ -16.1% 570,779, ▼ -14.9% 173,522, ▼ -10.1% 78,377, ▼ -40.5% Transient Occupancy Tax Monthly, % Change YOY 2022 2023 2024 2025 75% AVG Occupancy Atascadero, CA Transient Occupancy Tax San Luis Obispo CountyTotal - Fiscal Year Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $6.8M Occupancy FY 2019 FY 2020 FY 2021 FY 2022 FY 2023 ATBID | 10/15/25 | Item B3 | Attachment 4 Page 23 of 29 Source: CoStar Group, STR, LLC. Republication or other reuse of this data without the express written permission of STR, LLC is strictly prohibited. ©Visit SLO CAL ;AirDNA (Listing Type = Entire Place, Private Rooms, Shared Rooms, Hotel Rooms, and Not Reported). Short Term Rental data includes all active, 30-day or less rentals regardless of license status and/or collection or payment of T.. Lodging Summary - Hotels and Short Term Rentals San Luis Obispo County , August 2025 Date August 2025 STR Atascadero, CA AirDNA Atascadero Based On Fiscal YOY Change YOY Aggregate Lodging YOY YTD Fiscal YTD YOY Occupancy ADR RevPAR Supply Demand Revenue 65.8%$188.26 $123.80 26.1K 17.2K $3.2M ▼ -4.3%▲ 1.2% ▼ -0.9% ▼ -3.4% ▼ -5.4%▲ 2.1% 65.2%$194.41 $126.71 52.3K 34.1K $6.6M ▼ -9.1% ▼ -5.2% ▼ -0.4% ▼ -8.7% ▼ -4.0% ▼ -4.9% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 75.0%$146.21 $109.70 19.1K 14.3K $2.1M ▼ -2.5%▲ 2.4%▲ 0.0% ▼ -2.5% ▼ -4.8%▲ 2.4% 72.6%$145.90 $105.98 38.2K 27.7K $4.0M ▼ -12.1% ▼ -5.5%▲ 0.0% ▼ -12.1% ▼ -6.9% ▼ -5.5% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 40.5%$399.97 $162.18 7.0K 2.8K $1.1M ▼ -7.4% ▼ -4.3% ▼ -3.1% ▼ -4.4% ▼ -3.2% ▼ -7.0% 45.0%$405.94 $182.70 14.1K 6.4K $2.6M ▼ -3.9% ▼ -3.9% ▼ -1.3% ▼ -2.6%▲ 0.0% ▼ -2.6%Sep-24 Oct-24 Nov-24 Dec-24 Jan-25 Feb-25 Mar-25 Apr-25 May-25 Jun-25 Jul-25 Aug-25 $2.7M $2.4M $2.3M $1.9M $1.4M $1.6M $2.1M $2.5M $2.8M $3.4M $3.4M $3.2M 33%34%38%42% 34%34% 36% 38%36% 40%43% 35% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue ATBID | 10/15/25 | Item B3 | Attachment 4 Page 24 of 29 Source: Azira Monthly Visitation San Luis Obispo County , August 2025 Date August 2025 Report Monthly Based On Fiscal 49.8% Repeat Share 2.0 Days Avg Trip Duration 83.9% Overnight Visitors Top 15 Points of Interest August 2025 - Monthly % Overnight % Repeat San Luis Obispo Paso Robles Pismo Beach Morro Bay Atascadero 46 East Paso Wine Country Downtown Pismo Beach Arroyo Grande Downtown Paso Robles Templeton Cambria Downtown Cambria Nipomo Los Osos & Baywood Park Grover Beach 39.0% 66.2% 50.0% 45.5% 45.5% 47.5% 39.7% 41.9% 33.7% 32.8% 48.7% 44.2% 37.6% 44.9% 46.7% 76.6% 81.4% 66.6% 77.6% 77.6% 63.7% 73.0% 74.9% 71.8% 48.5% 65.4% 74.6% 71.0% 64.8% 74.4% % Share of Total 4.4% 4.5% 5.0% 5.6% 6.1% 6.5% 7.2% 7.3% 9.2% 10.7% 12.0% 12.2% 19.8% 20.3% 24.4% Los Angeles, CA Fresno-Visalia, CA San Francisco-Oakland-San Jose, CA Bakersfield, CA Sacramento-Stockton-Modesto, CA Monterey-Salinas, CA San Diego, CA Palm Springs, CA Phoenix, AZ Santa Barbara-Santa Maria, CA 1.8% 1.9% 2.1% 2.2% 3.8% 6.2% 6.8% 9.7% 12.8% 13.1% Top 10 Domestic Origin Markets August 2025 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 49.8% Share of Overnight Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 84% FY 2023 FY 2024 FY 2025 ATBID | 10/15/25 | Item B3 | Attachment 4 Page 25 of 29 Source: Azira Community Cross-Visitation Atascadero , August 2025 Date August 2025 Report Monthly Based On Fiscal Primary Atascadero 65.4% Overnight Visitors 48.7% Repeat Share San Luis Obispo Pismo Beach Paso Robles 46 East Paso Wine Country Morro Bay Templeton Arroyo Grande Avila Beach Santa Margarita Shandon Grover Beach 46 West Paso Wine Country Nipomo Cholame Oceano 32.3% 30.6% 30.1% 20.9% 15.9% 13.1% 10.2% 9.1% 8.0% 7.3% 7.0% 6.8% 5.8% 3.9% 3.5% Top Cross-Visited Communities From Atascadero Communities visited by those starting their trip in Atascadero Fresno-Visalia, CA Los Angeles, CA San Francisco-Oakland-San Jose, CA Bakersfield, CA Monterey-Salinas, CA Sacramento-Stockton-Modesto, CA Santa Barbara-Santa Maria, CA Palm Springs, CA San Diego, CA Chico-Redding, CA Phoenix, AZ Dallas-Ft. Worth, TX Las Vegas, NV Seattle-Tacoma, WA Reno, NV 25.3% 14.0% 11.5% 10.3% 9.2% 6.0% 2.2% 1.6% 1.5% 1.3% 1.2% 0.8% 0.8% 0.7% 0.6% Top Origin Markets Primary Community Visited: Atascadero Origin markets of those starting their tripin Atascadero who cross-visited elsewhere Pozo California Valley Cayucos Oceano Creston Pismo Beach Los Osos & Baywood Park Cambria Morro Bay San Luis Obispo Grover Beach San Simeon Ragged Point Paso Robles 2.2 1.6 1.6 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.4 1.4 1.4 1.4 Top Average Communities Visited per Trip All Community Visitors Average number of communities visited per trip during August 2025 (Month) ATBID | 10/15/25 | Item B3 | Attachment 4 Page 26 of 29 Source: CoStar Group, STR, LLC. Republication or other reuse of this data without the express written permission of STR, LLC is strictly prohibited. ©Visit SLO CAL, Azira, OAG, VisaVue, Tourism Economics Quarterly Spending and Visits San Luis Obispo County , August 2025 Period Ending 2025 Q2 Report Quarterly Based On Fiscal Atascadero, CA Hotel Performance April - June 2025 Occupancy ADR RevPAR $96$14765.0%56.1K Supply 36.5K Demand $5.4M Revenue Transient Occupancy Tax Revenue April - June 2025 $17,193,988 Los Angeles, CA Fresno-Visalia, CA San Francisco-Oakland-San Jo.. Sacramento-Stockton-Modesto.. Bakersfield, CA Monterey-Salinas, CA San Diego, CA Palm Springs, CA Santa Barbara-Santa Maria, CA Phoenix, AZ 2.1% 2.1% 2.5% 3.3% 4.0% 7.7% 8.1% 12.9% 16.2% 17.6% Top 10 Domestic Origin Markets April - June 2025, % Share of Trips Seattle Phoenix International San Diego Portland Denver San Francisco Dallas New York Las Vegas (US) NV 9.9% 8.7% 8.0% 7.4% 6.6% 5.0% 3.4% 3.2% 2.6% 2.0% Top 10 Origin Markets by Air April - June 2025, % Share of Total Restaurants Lodging Grocery Stores/Supermarkets Automated Fuel Dispensers Fast Food Restaurants Wholesale Clubs Bars/Taverns/Lounges/Discos Pkg Stores/Beer/Wine/Liquor Discount Stores Service Stations 26.3% 12.3% 8.0% 7.4% 5.9% 2.8% 2.6% 2.5% 2.0% 2.0% Domestic Visitor Spending* April - June 2025 , % Share of Spending *Excluding Residents 74.2%Overnight 25.8%Day 1.6M Visitors Total Visitation April - June 2025% Share of Trips 49.4% Deplanements 50.6% Enplanement 216.1K Passengers Airport Deplanements & Enplanement April - June 2025SLO CAL Regional Airport ATBID | 10/15/25 | Item B3 | Attachment 4 Page 27 of 29 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , August 2025 Date August 2025 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales $1.43M$63.8M$22.4M0.18M ▼ -5.9% ▼ -7.9% ▼ -4.8% ▼ -1.7% YOY Switch Visitors Switch Tasting Room Sales Switch DTC Total Sales Switch On-Site Event Sales 14,396330,679118,400999 ▼ -5.9% ▼ -7.9% ▼ -4.8% ▼ -1.7% YOY SLO CAL Region Visitation by Year August 2025 - Monthly FY 2023 FY 2024 FY 2025 FY 2026 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area 12.6K 14.4K 9.6K 2.1K 6.3K 18.3K 7.0K 9.7K 1.8K 7.0K 10.6K 18.2K 6.8K 2.2K 7.4K 19.5K 6.6K 8.7K 2.2K 6.9K Average DTC Sales by Region August 2025 - Monthly FY 2023 FY 2024 FY 2025 FY 2026 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area $1.3M $1.6M $5.6M $0.3M $0.8M $0.8M $1.7M $6.6M $0.5M $1.2M $0.8M $1.9M $7.1M $0.3M $1.3M $1.6M $1.7M $6.8M $0.3M $1.3M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 44K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $11,729.9K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 10/15/25 | Item B3 | Attachment 4 Page 28 of 29 Tab 2 - Multi-Segment Currency: USD - US DollarVisit SLO CALFor the month of: August 2025 Percent Change from August 2024 Percent Change from YTD 2024 August 2025 2025 2024 2025 2024 2025 2024 Occ ADR RevPAR Room Rev Room Avail Room Sold 2025 2024 2025 2024 2025 2024 Occ ADR RevPAR Room Rev Room Avail Room Sold Census Sample Census Sample Arroyo Grande, CA+77.3 72.3 166.61 166.31 128.82 120.31 6.9 0.2 7.1 7.1 0.0 6.9 65.6 64.6 142.68 144.49 93.67 93.36 1.6 -1.3 0.3 0.3 0.0 1.6 7 4 438 371 Atascadero, CA+75.0 73.3 146.21 153.54 109.70 112.48 2.4 -4.8 -2.5 -2.5 0.0 2.4 61.9 64.3 136.83 143.83 84.65 92.55 -3.9 -4.9 -8.5 -8.5 0.0 -3.9 8 6 616 575 Cambria, CA+76.5 75.7 254.59 250.41 194.64 189.49 1.0 1.7 2.7 2.9 0.1 1.2 67.0 63.4 209.30 211.17 140.28 133.97 5.6 -0.9 4.7 4.8 0.1 5.8 21 14 751 480 Morro Bay, CA+71.2 73.3 184.09 191.75 131.04 140.49 -2.9 -4.0 -6.7 -6.2 0.5 -2.3 63.2 63.0 149.95 155.31 94.73 97.88 0.3 -3.5 -3.2 -2.7 0.5 0.7 31 11 969 503 Paso Robles, CA+78.0 70.1 217.08 212.55 169.34 148.93 11.3 2.1 13.7 25.4 10.3 22.8 68.8 65.7 197.96 201.07 136.20 132.13 4.7 -1.5 3.1 4.4 1.3 6.1 24 13 1616 1076 Pismo Beach, CA+77.3 76.6 282.48 282.72 218.25 216.51 0.9 -0.1 0.8 1.1 0.3 1.2 67.9 66.0 244.38 241.13 165.87 159.08 2.9 1.3 4.3 5.6 1.2 4.2 30 18 2120 1665 San Luis Obispo, CA+78.4 77.0 195.11 194.96 152.98 150.17 1.8 0.1 1.9 6.6 4.6 6.5 72.0 70.1 183.39 181.95 132.07 127.55 2.7 0.8 3.6 5.2 1.6 4.4 41 23 2658 1879 San Simeon, CA+63.1 68.4 171.44 173.48 108.19 118.71 -7.8 -1.2 -8.9 -8.9 0.0 -7.8 57.2 58.0 137.12 140.26 78.42 81.38 -1.4 -2.2 -3.6 -3.6 0.0 -1.4 10 5 601 348 Five Cities+77.6 75.9 278.41 277.92 215.93 211.06 2.1 0.2 2.3 3.2 0.8 3.0 67.7 66.0 236.97 234.74 160.52 154.88 2.7 1.0 3.6 4.9 1.2 3.9 47 26 2980 2247 North Coast+71.3 72.8 217.92 217.36 155.40 158.13 -2.0 0.3 -1.7 -1.7 0.1 -1.9 63.4 61.5 176.34 178.65 111.81 109.86 3.1 -1.3 1.8 1.8 0.1 3.2 40 19 1520 828 North County+77.1 71.0 197.57 194.05 152.40 137.83 8.6 1.8 10.6 18.5 7.2 16.4 66.7 65.3 180.54 183.60 120.50 119.84 2.3 -1.7 0.6 1.5 0.9 3.2 33 19 2259 1651 South County+78.0 76.5 239.16 239.52 186.49 183.13 2.0 -0.1 1.8 4.5 2.6 4.6 69.7 67.9 211.51 209.70 147.52 142.41 2.7 0.9 3.6 5.0 1.4 4.1 87 49 5620 4126 San Luis Obispo County 75.9 74.5 221.06 222.31 167.78 165.63 1.9 -0.6 1.3 5.5 4.2 6.1 67.4 65.9 193.52 193.99 130.37 127.89 2.2 -0.2 1.9 3.4 1.5 3.7 201 99 10759 7240 SOURCE: CoStar, STR, LLC. REPUBLICATION OR OTHER REUSE OF THIS DATA WITHOUT THE EXPRESS WRITTEN PERMISSION OF STR, LLC IS STRICTLY PROHIBITED. A blank row indicates insufficient data. Current Month - August 2025 vs August 2024 Occ % 2025 © CoStar Group. This STR Report is a publication of STR, LLC and STR Global, Ltd., CoStar Group companies, and is intended solely for use by paid subscribers. The information in the STR Report is provided on an “as is” and “as available” basis and should not be construed as investment, tax, accounting or legal advice. Reproduction or distribution of this STR Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to this STR Report, please contact us immediately. Source: 2025 STR, LLC / STR Global, Ltd. trading as "STR". Year to Date - August 2025 vs August 2024 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR ATBID | 10/15/25 | Item B3 | Attachment 5 Page 29 of 29