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TBID_2025-11-19_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 36 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, November 19, 2025, at 1:00 P.M. City of Atascadero, Club Room, 4th Floor 6500 Palma Ave. 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. A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – October 15, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve October 15, 2025, Regular Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. Central Coast Cider Festival 2025 Event Recap & 2026 Event Sponsorship Renewal Request ▪ Fiscal Impact: Up to $5,000 ▪ Recommendation: ATBID Advisory Board: 1. Receive and file recap of the marketing results of the August 2025 event summary and attendance results. 2. Provide staff direction on the 2026 event support request renewal. [Central Coast Cider Assn/ En Fuego Events] 2. Visit Atascadero Micro Campaign Update ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file Visit Atascadero Micro Campaign Update for Mid-November through February 2026. [Verdin Marketing] 3. Budget Report Update & Performance Results ▪ Fiscal Impact: None. Page 2 of 36 ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report & 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. Bovine Classic recap & renewal (January 2026) 2. Atascadero Fall Festival recap & renewal (January 2026). 3. Tin City Tie-in Opportunities (January 2026). 4. Annual Reserve discussion (January 2026). 5. Welcome Center Location Update/ Opportunity (Pending timing). 6. Upcoming City Council Meeting Industry Related Items: ▪ Short Term Rental Ordinance – postponed, date TBD. 7. ATBID does not meet in December. F. ADJOURNMENT: Page 3 of 36 ATBID | 10/15/25 | Item A1 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA DRAFT MEETING MINUTES Wednesday, October 15, 2025, at 1:00 P.M. Ranger House, 9315 Pismo Ave Atascadero, California CALL TO ORDER: Chairperson Harden called the meeting to order at 1:03 P.M. ROLL CALL: Present: Board Members Clint Pearce, Amar Sohi, Chairperson Harden Vacant: None. Absent: Board Members Sarah Maggelet and Christopher Oh Staff Present: Terrie Banish, Director Community Services & Promotions and Ashley Zamora Recreation Coordinator. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: Rachelle Rickard from Friends of the Zoo. (Exhibit A) Chairperson Harden closed public comment. 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, 2025, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve the September 17, 2025, Regular Meeting Draft Action Minutes. [City] MOTION BY: Pearce SECOND BY: Sohi 1. Approve Consent Calendar. AYES (3): Sohi, Pearce, Harden ABSENT (2): Maggelet, Oh VACANT (0): None. Passed 3-0 Page 4 of 36 ATBID | 10/15/25 | Item A1 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] Riley from Verdin Marketing presented the item and answered questions for the Advisory Board. 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 Verdin’s Marketing’s Quarterly Report. 2. 2025 Bovine Classic Event Update ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file Bovine Classic event update. [Bovine Classic] Bryan Yates with Bovine Classic presented the item and answered questions from the Advisory Board. (Exhibit B) 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 Bovine Classic event update. 3. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report and Performance Results. [City] Director Banish presented the item and answered questions from the Advisory Board. 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. 4. Visit Atascadero Micro Campaign Review ▪ Fiscal Impact: UP to $45,000. Page 5 of 36 ATBID | 10/15/25 | Item A1 ▪ Recommendation: ATBID Advisory Board discuss and provide direction for the Visit Atascadero Micro Campaign for November through February 2026. [City/ Verdin] Director Banish and Riley with Verdin Marketing presented the item and answered questions from the Advisory Board. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. MOTION BY: Pearce SECOND BY: Harden 1. The Advisory Board motioned to approve the Atascadero Micro Campaign. AYES (3): Sohi, Pearce, Harden ABSENT (2): Maggelet, Oh VACANT (0): None Passed 3-0 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: Request to have a Special Meeting to further discuss extended stay program. 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: Chairperson Harden adjourned the meeting at 3:34 P.M. MINUTES PREPARED BY: Page 6 of 36 ATBID | 10/15/25 | Item A1 ______________________ Ashley Zamora Recreation Coordinator Exhibit A: Zoo Letter- sent via email Exhibit B: 2025 Bovine Classic -State of the Herd Page 7 of 36 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 Central Coast Cider Festival 2025 Event Recap & 2026 Event Sponsorship Renewal Request RECOMMENDATIONS: ATBID Advisory Board to: 1. Receive and file recap of the marketing results of the August 2025 event summary and attendance results. 2. Provide staff direction on the 2026 event support request renewal. DISCUSSION: The 7th Annual Central Coast Cider Festival took place on Saturday, August 23, 2025, in the Sunken Gardens, Downtown Atascadero. The event was approved by the ATBID Advisory Board in October 2024 for $5,000 for the 2nd year in the Sunken Gardens. From August 2016 through August 2019, the Central Coast Cider Festival was an ATBID- and City- sponsored event each year at the Pavilion on the Lake. Originally, the festival was awarded $35,000 from the ATBID Advisory Board in 2015 for a three-year sponsorship, and then another $15,000 sponsorship in 2019. The awarded amount was to be used to generate awareness for the cider category and draw out-of-town visitors to Atascadero, resulting in increased overnight stays. The CCCA brought the event back to the Pavilion on the Lake on August 12, 2023, for $7,500 after being offline due to the pandemic. The event made the move to Sunken Gardens on August 24, 2024 for $7,500 to help with the move and just had another successful event this past August 23, 2025 for $5,000 in sponsorship report. Central Coast Cider Festival event coordinators will provide an oral recap of the event with the number of tickets sold, marketing efforts, and the geography of attendees. In addition, the Central Coast Cider Festival will be placing a new special event request for Saturday, August 29, 2026, to take place again in the Sunken Gardens. Discussion will also include modifying the date to correlate more with harvest, as well as the lodging owners for timing. This will mark the 8th Annual event held in the City of Atascadero. FISCAL IMPACT: Up to $5,000. ATTACHMENTS: 1. Central Coast Cider Festival 2026 Event Sponsorship Form Renewal Page 8 of 36 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)?Please Note:ATBID Event Sponsorship Application will not be considered if the event falls on a weekend, Friday Sunday, from the second week of June through the third week of August of each year. 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 ATBID | 11/19/25 | Item B1 | Attachment 1 Page 9 of 36 1 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 Please Note:The ATBID Event Sponsorship Application will not be considered if the event falls on a weekend, Friday-Sunday, from the second week of June through the third week of August of each 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 Terrie Banish at tbanish@atascadero.org in a 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 fourth Wednesday of the month at 1:00 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. ATBID | 11/19/25 | Item B1 | Attachment 1 Page 10 of 36 year. 2 Event Support Application Form 3 Requesting Organization: Central Coast Cider Association Contact: Maggie Przybylski, 805 292 1500, maggie@twobroadscider.com Lucas Meisinger, 805 440 1364, lucas@lonemadrone.com If this event has taken place previously, please provide historical data including Cody Broadstone, 805 423 7101, drinkthepoisonedapple@gmail.com Mailing Address: PO Box 3287, Paso Robles, CA 93447 Name of Event: 8th Annual Central Coast Cider Festival Event Description: Guests will be able to enjoy the products from cider vendors from all over California, local food vendors, an educational program, local musicians while enjoying the delightful scene of the Sunken Gardens in beautiful Atascadero. Event Dates/Times: August 29, 2026, 4p-8p Is event located in Atascadero? Yes Venue Name: The Sunken Gardens Venue Location: 6505 El Camino Real, Atascadero, CA 93422 Event Website: centralcoastciderfestival.com Are you receiving in-kind or financial support from the City of Atascadero? TBD Total Anticipated Attendees: 750-1000 Portion from Outside SLO County: 40% Is this the first year the event will take place? No ATBID | 11/19/25 | Item B1 | Attachment 1 We are excited to be able to market through American General Media and get our on air interviews and ticket giveaways back. This should help with increased ticket sales! Are tickets sold for your event? If so, please provide the price per ticket and any attendance numbers: We jumped up from 650 guests in 2024 to over 500 in 2025! We had 30 cideries and 22 of them stayed over night. Page 11 of 36 package opportunities. $55 GA tickets, $75 VIP tickets (early entry and special pour) and $10 for DD. Crowd Control Safety Plan Details: There will be hired security guards and ample parking. Will the event require an ABC Permit?Yes Has a City permit been issued for your event or contracted the venue for your event date?TBD Describe how the event supports Visit Atascadero’s mission and goals:The Central Coast Cider Festival helps position Atascadero as the epicenter of the burgeoning cider industry.Hosting this growing event in Atascadero not only attracts awareness and overnight stays to the destination during the event weekend,but also establishes a key attraction of the destination positioning for future visitation from the audience. 4 Select eligible event tier for your event (eligibility is based on one or more qualifying factors and additional considerations): TIER 1-Total support up to $10000 •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 TIER 2 Total support up to $7500 •Attracts 750+attendees •At least 25-30%of target market is out-of-town visitors X ATBID | 11/19/25 | Item B1 | Attachment 1 Page 12 of 36 5 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 $2,000 Venue (Sunken Gardens)$tbd Security $tbd Advertising/Marketing $5000 Atmosphere/Decoration $2000 • Marketing campaigns reach at least 500 subscribers • Event encourages overnight stay in Atascadero TIER 3-Eligible for in-kind support • 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 Additional details about eligible event tier qualifications: We meet every condition for TIER 1 except over 1500 attendees. This event will include many cider makers and folks that can talk in depth about production, which is rare access. The 2024 festival cost $30k+ to put on, after making extra effort to trim the budget. But in moving to a new venue, we do expect costs to rise. Support Request (desired monetary amount or in-kind marketing support):$10,000 ATBID | 11/19/25 | Item B1 | Attachment 1 Page 13 of 36 Rentals $tbd Fencing $tbd Ice $500 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 City of Atascadero tbd Visit Atascadero tbd ETS Lab tbd Amoretti tbd CIDERCRAFT Magazine tbd 805 Living tbd Atascadero News/Paso Robles Press tbd Baker Wine &Grape Analysis Inc tbd Bristol’s Cider House/Lone Madrone tbd Mercenary Canning Solutions tbd Taco Works tbd BottleCraft tbd The Poisoned Apple tbd New Times SLO/My 805 tix tbd Nature’s Touch tbd SLO Cider tbd ATBID | 11/19/25 | Item B1 | Attachment 1 Page 14 of 36 Two Broads Ciderworks tbd Shindig Cider tbd AMMCG LLP tbd Moshpit Digital tbd 6 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 Facebook tbd Instagram tbd KCBX Sponsorship and community calendar $2500 The krush Adam and Jeremy, Cork Dorks $1500 Edible SLO Magazine $500 Local Influencers Enjoy SLO $300 Local podcasters Playing with Food with Fr.Ian Dilenger which appears on issues and ideas on KCBX TBD Local podcaster Consumed with Jamie Lewis 0 Press releases to all local New Times,SLO ATBID | 11/19/25 | Item B1 | Attachment 1 Page 15 of 36 news outlets Tribune… Bigger podcast shout outs Courage and other C words,Cider Chat, Neutral Cider Hotel Please share your intended public relations outreach. The event will be advertised through multiple outlets,including but not limited to:social media,radio,published articles and press releases,and email blasts.60%of advertising efforts will be directed to out of county locations.The other 40%will be targeted towards in county locations and current visitors of the area. How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials,website,and at the event)?Visit Atascadero will have: ●a banner on the Central Coast Cider Festival website that links to the VA website, ●partnership promoted through social media with links ●email blasts with links ●printed programing,glassware,Cider Passport ●named sponsor of the VIP hour. 7 What opportunities do you plan to offer that specifically promote lodging in Atascadero? Auxiliary events will encourage visitors to stay for multiple nights in Atascadero and ATBID | 11/19/25 | Item B1 | Attachment 1 Page 16 of 36 experience Atascadero outside of the event.There will be some Auxiliary events throughout the county as well the idea of the Cider Passport with one stop being The Poisoned Apple featuring out of the area cideries.Most importantly,with Atascadero as the home for the festival,it will be the best place for folks to stay overnight. Additional Details: 8 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. •Funding will be invoiced in sections based on promotion compliance and specific ATBID | 11/19/25 | Item B1 | Attachment 1 Page 17 of 36 event expectations.Funding percentages and invoice timelines will be determined in advance between the Atascadero TBID Board and the event organizer. 9 ***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 9. 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: Andres Nuno: Date Nov. 13, 2025 In case of questions or the need for clarification, please contact the Destination Liaison, Terrie Banish at tbanish@atascadero.org. ATBID | 11/19/25 | Item B1 | Attachment 1 Page 18 of 36 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 11/19/25 Visit Atascadero Micro Campaign Update RECOMMENDATIONS: ATBID Advisory Board receive and file Visit Atascadero Micro Campaign Update for Mid-November through February 2026. BACKGROUND: At the October ATBID Meeting the Board approved the Visit Atascadero Micro Campaign outlines a short-term promotion called “The Neighborhood Tab,” aimed at driving immediate visitation and overnight stays in Atascadero. The campaign offers visitors a $50 gift card at check-in when they book a two-night stay at a participating hotel using the promo code NEIGHBORHOODTAB— encouraging both hotel occupancy and local spending The creative message, “Your Favorite Neighbor Just Picked Up the Tab,” ties into Visit Atascadero’s established brand voice, using friendly, community-focused visuals. Ads will run across Meta, Google Display, and short-form video formats to promote the offer. The campaign is supported by a $45,000 budget, including $30,000 for 600 gift cards, $10,000 for promotion, and $5,000 for creative execution. Outreach will include a dedicated promotion landing page, social media, e-newsletter, influencer support, PR, and paid advertising. DISCUSSION: The Board will receive an update from Verdin Marketing where we are with launching the campaign and the $50 credit card offer as well as share other ideas for this “Stay & Play” promotion. FISCAL IMPACT: None. ATTACHMENTS: None. Page 19 of 36 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 11/19/25 Budget Report Update & Performance Results RECOMMENDATION: ATBID Advisory Board receive and file the Budget Report, Performance Results and Central Coast Zoo Zip code Report. 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. SLO CAL Community Intelligence Report along with the STR Report are attached for the month of September. FISCAL IMPACT: None. ATTACHMENTS: 1. ATBID Expenditure Detail Report (FY 25-26) 2. ATBID Summary 25-26 3. Tourism TOT report 11.10.25 4. SLO CAL Community Intelligence Report September 2025 5. STR Reports for September 2025 Page 20 of 36 11/07/2025 CITY OF ATASCADERO 1 10:17AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 09/30/2025 Periods: 0 through 3 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 4,245.48 8/31/2025 ap IN 12519 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 -4,245.48 8/31/2025 po LI 12519 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 1Page: ATBID | 11/19/25 | Item B3 | Attachment 1 Page 21 of 36 11/07/2025 CITY OF ATASCADERO 2 10:17AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 09/30/2025 Periods: 0 through 3 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 0000.6077025 Digital Media Advertising (Continued) 7,176.82 9/30/2025 ap IN 12592 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 -7,176.82 9/30/2025 po LI 12592 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 17,352.92 17,352.92 0.000000.6077025 Digital Media Advertising 137,647.08 -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 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 2Page: ATBID | 11/19/25 | Item B3 | Attachment 1 Page 22 of 36 11/07/2025 CITY OF ATASCADERO 3 10:17AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 09/30/2025 Periods: 0 through 3 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) 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 500.00 9/25/2025 ap IN 14908 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183419 -500.00 9/25/2025 po LI 14908 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183419 446.13 9/30/2025 ap IN 12576 235Line Description: SPARTAN SWAG Vendor: 06479 VERDIN Check # 183563 43,696.13 43,696.13 0.000000.6077060 Advertising 12,000.00 -55,696.130.00 3Page: ATBID | 11/19/25 | Item B3 | Attachment 1 Page 23 of 36 11/07/2025 CITY OF ATASCADERO 4 10:17AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 09/30/2025 Periods: 0 through 3 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 Advertising 131.4861,049.05 61,049.05 149,647.08 -50,446.13160,250.00 0000.6400000 Operating Supplies Total Operating Supplies 0.000.00 0.00 0.00 0.000.00 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 10,191.50 8/31/2025 ap IN 12519 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 -10,191.50 8/31/2025 po LI 12519 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 4Page: ATBID | 11/19/25 | Item B3 | Attachment 1 Page 24 of 36 11/07/2025 CITY OF ATASCADERO 5 10:17AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 09/30/2025 Periods: 0 through 3 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 0000.6501125 Promotions Consultants (Continued) 8,762.75 9/30/2025 ap IN 12592 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 -8,762.75 9/30/2025 po LI 12592 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183563 28,591.25 28,591.25 0.000000.6501125 Promotions Consultants 76,408.75 -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 Total Contract Services 54.8268,591.25 68,591.25 76,408.75 119,500.00264,500.00 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 5Page: ATBID | 11/19/25 | Item B3 | Attachment 1 Page 25 of 36 11/07/2025 CITY OF ATASCADERO 6 10:17AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 09/30/2025 Periods: 0 through 3 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 Business Development 0.00 0.00 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 81.10129,640.30 129,640.30 226,055.83 82,913.87438,610.00 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 70.63129,640.30 129,640.30 226,055.83 147,913.87503,610.00Total Atascadero Tourism Bus Improv Dist Grand Total 129,640.30 129,640.30 70.63226,055.83 147,913.87503,610.00 6Page: ATBID | 11/19/25 | Item B3 | Attachment 1 Page 26 of 36 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 09/30/2025 2025-2026 REVENUES 41530.6300 Taxes and Assessments 409,652$ 431,401$ 419,591$ 442,589$ 151,132$ 510,800$ 45920.0003 Assessment Penalties 933 3,904 657 934 1,959 - 46110.0000 Investment Earnings (11,341) 2,966 30,734 35,844 - 16,210 Total Revenue 399,244 438,271 450,982 479,367 153,092 527,010 EXPENSES 6050000 Office Expense 264 - (5) 24 - 250 6070000 Advertising 127,366 126,556 142,357 253,865 61,049 160,250 6500000 Contract Services ** 143,436 163,051 220,803 223,637 75,466 264,500 6600000 Professional Development 731 - 475 830 - 8,500 6900000 Administration 4,106 4,353 4,202 4,435 1,531 5,110 7805029 Opportunities Funding*** - - - - - 65,000 Total Expenses 275,903 293,960 367,832 482,791 138,046 503,610 NET INCOME/(LOSS)123,341 144,311 83,150 (3,423) 15,045 23,400 BEGINNING AVAILABLE BALANCE 400,770 524,111 668,422 751,572 748,148 728,880 ENDING AVAILABLE BALANCE 524,111$ 668,422$ 751,572$ 748,148$ 763,194$ 752,280$ *Actual numbers are unaudited, not yet finalized and are subject to change ** Contract Services Special Events Atascadero Fall Festival Sponsorship 2025 25,000$ Bovine Classic 10,000 Central Coast Cider Assn 5,000 Destination Marketing Services 28,591 Administrative Services Fee 6,875 75,466$ Atascadero Tourism Business Improvement District (ATBID) Fund 11/7/2025 ATBID | 11/19/25 | Item B3 | Attachment 2 Page 27 of 36 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$ 606,308.04$ 2,044,222.89$ Fiscal Year 2026*551,351.14$ -$ -$ -$ 551,351.14$ * 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 | 11/19/25 | Item B3 | Attachment 3 Page 28 of 36 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 , September 2025 Hotel Performance TOT Revenue Visitor Arrivals PreviousQuarter SLO County hotels in September posted 211.2K room nights, up 0.4% from last year. Given supply of 322.1K grew 3.9% from one year ago, occupancy of65.6% fell 3.4% YOY. ADR of $191.73 also decreased, down 2.1%, which combined with growth in supply led RevPAR to dip 5.4% YOY. Comp set hotel performance was more mixed. The only markets who reported demand growth were SLO County (+0.4%) and Napa County (+1.2%). With regard torevenue, only Napa (+1.4%) and Monterey County (+1.8%) grew positively. All locations reported supply growth, with exception to Monterey County (-0.3%), which was level. Submarkets in the county grew supply across the board, with the greatest increases in Paso Robles (+10.3%), North County(+7.2%), and San Luis Obispo City (+3.7%). The only markets who experienced occupancy growth were due to demand outpacing supply growth: Paso Robles (+1.2%), Arroyo Grande (+3.3%), and San Simeon (+3.8%). TOT for August was $6.2M, down 1.1% from one year ago. Communities to report growth YOY were: Paso Robles (+3.6%), SLO City (+3.9%), and ArroyoGrande (+5.4%). RV Parks reported +1.2% YOY, while other categories decreased: Bed & Breakfast (-0.4%), Hotel/Motel (-0.1%), and Short Term Rentals (-6.2%). 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. 211.2K Hotel Demand ▲ 0.4% YOY - Monthly $6,191,364 Transient Occupancy Tax ▼ -1.1% YOY - Monthly $252.9M Total Spending for 2025 Q2 ▲ 2.6% YOY - Quarterly 1.6M Visitors for 2025 Q2 ▲ 1.4% YOY - Quarterly ATBID | 11/19/25 | Item B3 | Attachment 4 Page 29 of 36 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 , September 2025 Date September 2025 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $79$13658.2%18.5K Supply 10.8K Demand $1.5M Revenue ▼ -18.3% ▼ -8.7%▲ 0.0% ▼ -18.3% ▼ -10.5% ▼ -8.7% YOY Transient Occupancy Tax Revenue August 2025 - Monthly $6,191,364 San Luis Obispo County ▼ -1.1% 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 66.3% 58.2% 64.8% 66.7% 64.5% 64.1% 63.9% 66.0% 66.6% 65.6% 68.6% 61.9% 67.6% $139 $136 $210 $227 $152 $175 $183 $200 $228 $192 $187 $136 $208 $136 $151 $112 $117 $132 $152 $126 $128 $141 $92 $79 $98 $84 Hotel Performance by Community September 2025 - Monthly Pismo Beach Unincorporated San Luis Obispo Paso Robles Morro Bay Arroyo Grande Grover Beach 1,753,690, ▼ -1.0% 1,641,133, ▼ -1.9% 1,160,196, ▲ 3.9% 508,293, ▼ -6.3% 64,049, ▼ -52.5% 911,143, ▲ 3.6% 152,860, ▲ 5.4% Transient Occupancy Tax Monthly, % Change YOY 2022 2023 2024 2025 58% 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 $6.2M Occupancy FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 11/19/25 | Item B3 | Attachment 4 Page 30 of 36 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 , September 2025 Date September 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 51.0%$172.99 $88.26 25.2K 12.9K $2.2M ▼ -17.7% ▼ -9.7%▲ 0.1% ▼ -17.8% ▼ -8.9% ▼ -9.8% 60.6%$189.31 $114.66 77.6K 47.0K $8.9M ▼ -11.4% ▼ -6.5% ▼ -0.2% ▼ -11.2% ▼ -5.2% ▼ -6.3% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 58.2%$136.18 $79.28 18.5K 10.8K $1.5M ▼ -18.3% ▼ -8.7%▲ 0.0% ▼ -18.3% ▼ -10.5% ▼ -8.7% 67.9%$143.18 $97.27 56.7K 38.5K $5.5M ▼ -13.8% ▼ -6.5%▲ 0.0% ▼ -13.8% ▼ -7.9% ▼ -6.5% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 31.4%$359.56 $112.79 6.8K 2.1K $763.0K ▼ -16.5% ▼ -14.6%▲ 0.3% ▼ -16.8% ▼ -2.3% ▼ -13.7% 40.6%$398.62 $161.81 20.9K 8.5K $3.4M ▼ -7.1% ▼ -6.8% ▼ -0.8% ▼ -6.3% ▼ -0.3% ▼ -6.0%Oct-24 Nov-24 Dec-24 Jan-25 Feb-25 Mar-25 Apr-25 May-25 Jun-25 Jul-25 Aug-25 Sep-25 $2.4M $2.3M $1.9M $1.4M $1.6M $2.1M $2.5M $2.8M $3.4M $3.4M $3.2M $2.2M 34%39%42% 34%34% 37% 38%37% 41%43% 35% 34% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue ATBID | 11/19/25 | Item B3 | Attachment 4 Page 31 of 36 Source: Azira Monthly Visitation San Luis Obispo County , September 2025 Date September 2025 Report Monthly Based On Fiscal 70% Overnight Trip Share 1.1 days Avg. Length of Stay 53% Repeat Trip Share Top 15 Points of Interest September 2025 - Monthly % Overnight % Repeat San Luis Obispo Paso Robles Pismo Beach Morro Bay 46 East Paso Wine Country Atascadero Downtown Pismo Beach Downtown Paso Robles Arroyo Grande Cambria Downtown Cambria Grover Beach Nipomo Templeton 46 West Paso Wine Country 56.3% 60.9% 62.5% 60.1% 60.4% 60.4% 57.6% 57.5% 55.9% 61.2% 56.1% 62.0% 60.0% 59.8% 59.1% 73.9% 74.4% 70.9% 79.7% 80.0% 80.0% 79.1% 78.6% 74.3% 70.5% 55.2% 75.5% 74.7% 70.5% 76.0% % Share of Total 2.6% 3.9% 4.3% 4.5% 4.7% 4.8% 5.5% 6.7% 7.0% 9.7% 10.9% 11.7% 19.4% 19.8% 22.8% Los Angeles-Long Beach-Anaheim, CA Bakersfield-Delano, CA Fresno, CA San Francisco-Oakland-Fremont, CA Visalia, CA Riverside-SanBernardino-Ontario, CA San Jose-Sunnyvale-Santa Clara, CA Sacramento-Roseville-Folsom, CA Oxnard-ThousandOaks-Ventura, CA San Diego-ChulaVista-Carlsbad, CA 14.4% 10.1% 9.8% 7.3% 5.4% 4.9% 4.7% 4.1% 3.7% 2.8% Top 10 Domestic Origin Markets September 2025 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 52.5% Share of Overnight Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 70% FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 11/19/25 | Item B3 | Attachment 4 Page 32 of 36 Source: Azira Community Cross-Visitation Atascadero , September 2025 Date September 2025 Report Monthly Based On Fiscal Primary Atascadero 70.5% Overnight Visitors 61.2% Repeat Share San Luis Obispo Paso Robles Pismo Beach 46 East Paso Wine Country Morro Bay Templeton Arroyo Grande Avila Beach 46 West Paso Wine Country Grover Beach Santa Margarita Shandon Nipomo Oceano Cambria 29.2% 28.0% 25.0% 17.6% 14.2% 9.8% 8.0% 6.9% 5.8% 5.6% 5.1% 4.4% 3.9% 3.0% 2.9% 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 Sacramento-Stockton-Modesto, CA Monterey-Salinas, CA Santa Barbara-Santa Maria, CA San Diego, CA Palm Springs, CA Phoenix, AZ Chico-Redding, CA Las Vegas, NV Salt Lake City, UT Reno, NV Dallas-Ft. Worth, TX 19.8% 15.3% 14.3% 8.4% 7.9% 7.4% 3.0% 2.2% 1.9% 1.8% 1.7% 1.0% 0.7% 0.6% 0.6% Top Origin Markets Primary Community Visited: Atascadero Origin markets of those starting their tripin Atascadero who cross-visited elsewhere Huasna Cambria Oceano Cayucos Pismo Beach Creston Los Osos & Baywood Park San Luis Obispo Paso Robles Pozo Morro Bay Nipomo Arroyo Grande San Simeon 1.8 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.4 1.4 1.4 Top Average Communities Visited per Trip All Community Visitors Average number of communities visited per trip during September 2025 (Month) ATBID | 11/19/25 | Item B3 | Attachment 4 Page 33 of 36 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 , September 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 $17,194,947 Los Angeles, CA Fresno-Visalia, CA San Francisco-Oakland-San Jo.. Bakersfield, CA Sacramento-Stockton-Modesto.. Monterey-Salinas, CA San Diego, CA Palm Springs, CA Santa Barbara-Santa Maria-Sa.. Phoenix, AZ 2.0% 2.5% 2.5% 3.3% 4.8% 8.4% 9.2% 14.5% 19.0% 20.9% Top 10 Domestic Origin Markets April - June 2025, % Share of Trips Phoenix, AZ Seattle, WA San Diego, CA Portland, OR Denver, CO San Francisco, CA Los Angeles, CA Dallas-Fort Worth, .. Las Vegas, NV Chicago, IL 10.2% 8.7% 8.6% 5.5% 5.2% 3.8% 3.1% 3.0% 2.3% 1.7% 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 | 11/19/25 | Item B3 | Attachment 4 Page 34 of 36 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , September 2025 Date September 2025 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales $2.10M$95.1M$23.3M0.17M ▲ 6.6% ▼ -8.2% ▼ -9.3% ▼ -12.3% YOY Switch Visitors Switch Tasting Room Sales Switch DTC Total Sales Switch On-Site Event Sales 21,668516,641129,555990 ▲ 6.6% ▼ -8.2% ▼ -9.3% ▼ -12.3% YOY SLO CAL Region Visitation by Year September 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 11.6K 15.1K 10.0K 2.2K 5.7K 12.2K 19.7K 7.4K 2.0K 6.7K 11.3K 18.6K 6.8K 2.0K 6.0K 16.6K 6.2K 9.0K 1.8K 4.9K Average DTC Sales by Region September 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 $3.1M $4.9M $3.8M $0.9M $1.9M $12.6M $1.7M $4.9M $0.5M $1.4M $14.5M $2.3M $5.1M $0.6M $1.0M $1.7M $6.4M $9.0M $0.3M $0.9M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 38K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $18,157.6K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 11/19/25 | Item B3 | Attachment 4 Page 35 of 36 Tab 2 - Multi-Segment Currency: USD - US DollarVisit SLO CALFor the month of: September 2025 Percent Change from September 2024 Percent Change from YTD 2024 September 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+66.3 64.1 138.71 139.53 91.94 89.49 3.3 -0.6 2.7 2.7 0.0 3.3 65.7 64.6 142.24 143.95 93.48 92.93 1.8 -1.2 0.6 0.6 0.0 1.8 7 4 438 371 Atascadero, CA+58.2 63.8 136.18 152.24 79.28 97.08 -8.7 -10.5 -18.3 -18.3 0.0 -8.7 61.5 64.3 136.76 144.75 84.06 93.04 -4.4 -5.5 -9.7 -9.7 0.0 -4.4 8 6 616 575 Cambria, CA+64.8 69.5 210.23 219.89 136.13 152.75 -6.8 -4.4 -10.9 -10.8 0.1 -6.7 66.8 64.1 209.40 212.21 139.82 136.03 4.2 -1.3 2.8 2.9 0.1 4.3 21 14 751 480 Morro Bay, CA+64.5 68.6 151.55 161.22 97.70 110.55 -6.0 -6.0 -11.6 -11.3 0.3 -5.7 63.3 63.6 150.13 156.02 95.06 99.27 -0.5 -3.8 -4.2 -3.8 0.5 -0.0 31 10 969 470 Paso Robles, CA+66.0 65.2 200.36 203.95 132.24 133.03 1.2 -1.8 -0.6 9.7 10.3 11.6 68.5 65.7 198.24 201.39 135.73 132.23 4.3 -1.6 2.6 5.0 2.3 6.7 24 14 1616 1227 Pismo Beach, CA+66.6 69.9 228.30 231.45 152.00 161.75 -4.7 -1.4 -6.0 -5.7 0.4 -4.4 67.7 66.4 242.64 240.00 164.34 159.37 2.0 1.1 3.1 4.3 1.1 3.2 30 18 2120 1665 San Luis Obispo, CA+68.6 70.0 186.68 184.16 128.14 128.95 -2.0 1.4 -0.6 3.0 3.7 1.7 71.6 70.1 183.74 182.20 131.63 127.70 2.2 0.8 3.1 5.0 1.9 4.1 41 23 2635 1879 San Simeon, CA+61.9 59.6 136.28 145.50 84.32 86.74 3.8 -6.3 -2.8 -2.8 0.0 3.8 57.7 58.2 137.02 140.85 79.06 81.97 -0.8 -2.7 -3.5 -3.5 0.0 -0.8 10 4 601 248 Five Cities+66.7 68.8 226.90 228.47 151.43 157.25 -3.0 -0.7 -3.7 -2.9 0.9 -2.2 67.6 66.3 235.88 234.02 159.52 155.14 2.0 0.8 2.8 4.0 1.2 3.2 47 26 2980 2247 North Coast+64.1 65.7 175.01 187.71 112.19 123.39 -2.5 -6.8 -9.1 -9.0 0.1 -2.4 63.5 62.0 176.20 179.71 111.85 111.35 2.5 -2.0 0.5 0.5 0.1 2.5 40 18 1520 728 North County+63.9 64.8 183.40 188.04 117.13 121.88 -1.5 -2.5 -3.9 3.0 7.2 5.6 66.4 65.2 180.86 184.08 120.11 120.06 1.8 -1.8 0.0 1.6 1.6 3.5 33 20 2259 1802 South County+67.6 69.4 208.02 208.05 140.70 144.36 -2.5 -0.0 -2.5 -0.4 2.2 -0.4 69.5 68.1 211.13 209.52 146.76 142.62 2.1 0.8 2.9 4.4 1.5 3.6 87 49 5597 4126 San Luis Obispo County 65.6 67.9 191.73 195.81 125.73 132.91 -3.4 -2.1 -5.4 -1.7 3.9 0.4 67.2 66.1 193.33 194.20 129.85 128.44 1.6 -0.4 1.1 2.9 1.7 3.3 201 98 10736 7258 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 - September 2025 vs September 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 - September 2025 vs September 2024 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR ATBID | 11/19/25 | Item B3 | Attachment 5 Page 36 of 36