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TBID_2026-02-18_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 59 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, February 18, 2026, 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 – January 21, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve January 21, 2025, Regular Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. Atascadero Fall Festival 2025 Event Recap & 2026 Event Sponsorship Renewal Request ▪ Fiscal Impact: Up to $25,000 ▪ Recommendation: ATBID Advisory Board: 1. Receive and file recap of the marketing results of the November 2025 Atascadero Fall Festival. 2. Provide staff direction on the 2026 event support request renewal. [En Fuego Events/ Andres Nunos] 2. Central Coast Craft Beer Festival 2025 Event Update ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Central Coast Craft Beer Consortium’s event update for the Central Coast Craft Beer Festival to be held on March 21, 2026. [En Fuego Events/ Andres Nunos] Page 2 of 59 3. ATBID Advisory Board Review Monthly Meeting Times ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to revisit and provide staff direction to move meeting times on the 3rd Wednesday of the month from 1:00 pm – 3:00 pm back to 2:30 -4:30 pm or leave it in place [City]. 4. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ 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. Annual Reserve discussion (March). 2. ATBID Annual Budget Assessment Approval (May). 3. California Mid-State Fair 2026 Sponsorship Program (March) ▪ 2026 CMSF Annual Awards – Friday, March 27, 5:30 pm, Paso Robles Event Center 4. Lodging Owners Meeting for Board Terms: February 18, 2026 at 3:30 pm, City Hall 5. Quarterly Marketing Recap (April). 6. Upcoming City Council Meeting Industry Related Items: ▪ Short Term Rental Management Report – February 24th City Council Meeting, 6 pm F. ADJOURNMENT: Page 3 of 59 This Page Intentionally Left Blank Page 4 of 59 ATBID | 02/18/26 | Item A1 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA DRAFT MEETING MINUTES Wednesday, January 21, 2026, at 1:00 P.M. City of Atascadero, Club Room, 4th Floor 6500 Palma Ave. Atascadero, California CALL TO ORDER: Chairperson Harden called the meeting to order at 1:05 P.M. ROLL CALL: Present: Board Members Clint Pearce and Chris Oh, Chairperson Harden Vacant: None. Absent: Vice Chairperson Sohi and Board Member Sarah Maggelet Staff Present: Terrie Banish, Director Community Services & Promotions and Jim Lewis, City Manager of Atascadero PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment: None Chairperson Harden closed public comment. A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – November 19, 2025, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve November 19, 2025, Regular Meeting Draft Action Minutes. [City] MOTION BY: Pearce SECOND BY: Oh 1. Approve Consent Calendar. AYES (3): Pearce, Oh, Harden ABSENT (2): Maggelet, Sohi VACANT (0): None. Passed 3-0 B. BUSINESS ITEMS: 1. Bovine Classic 2025 Event Recap & 2026 Event Sponsorship Renewal Request Page 5 of 59 ATBID | 02/18/26 | Item A1 ▪ Fiscal Impact: Up to $20,000. ▪ Recommendation: ATBID Advisory Board: 1. Receive and file recap of the marketing results of the October 2025 event summary and attendance results. 2. Provide staff direction on the 2026 event support request renewal. [Bovine Classic/ Bryan Yates] Bryan Yates from Bovine Classic presented the items and answered questions from the board. PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. 1:19 Board Member Sarah Maggelet arrived. MOTION BY: Oh SECOND BY: Harden 1. The Board received and filed the marketing results of the October 2025 event summary and attendance results 2. The Advisory Board motioned to move forward with 2026 event support for $20.000 with Atascadero named the official “Host City.” AYES (3): Pearce, Oh, Harden NAYES (1): Maggelet ABSENT (1): Sohi VACANT (0): Passed 3-1 2. California Mid-State Fair 2026 Sponsorship Program ▪ Fiscal Impact: Up to $3,750. ▪ Recommendation: ATBID Advisory Board: 1. Receive and file recap of the 2025 California Mid-State Fair sponsorship program. 2. Provide staff direction to renew the California Mid-State Fair sponsorship program for 2026. [City] Director Banish presented the item and answered questions from the 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: Maggelet SECOND BY: Oh Page 6 of 59 ATBID | 02/18/26 | Item A1 1. The Board received and filed the recap of the 2025 California Mid-State Fair sponsorship program. 2. The Advisory Board motioned to move forward with renewing the California Mid-State Fair (CMSF) sponsorship program for 2026 for $3,750. Board request that there be better partnership, would like to be the “Preferred Lodging partner for Fair Vendors.” CSMF will be reporting at the March ATBID meeting on follow up to the Boards request. AYES (3): Pearce, Maggelet, Oh, Harden NAYES (0): ABSENT (1): Sohi VACANT (0): Passed 4-0 3. Quarterly Marketing Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to receive and file Verdin Marketing’s Quarterly Marketing Report for Q2 2025. [Verdin Marketing] Ashlee Akers 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: Erin Winfrey, Home 2 Suites; Matt Halvorson, Visit SLO CAL. Chairperson Harden closed public comment. The Board received and filed the Quarterly Marketing Report for Q2 2025. 4. SLO CAL Visitor Profile Study Co-op Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the SLO CAL Visitor Profile Study Co-op Performance Results. [SLO CAL] Matt Halverson with Visit SLO Cal 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 SLO CAL Visitor Profile Study Co-op Performance Results. 5. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report & Performance Results. [City] Page 7 of 59 ATBID | 02/18/26 | Item A1 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: Matt Halverson with Visit SLO Cal. Chairperson Harden closed public comment. The Board received and filed the Budget Report & 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. Atascadero Fall Festival (February 2026). 2. Tin City Tie-in Opportunities (February 2026). 3. Annual Reserve discussion (February 2026). 4. Welcome Center Location Update/ Opportunity (Pending timing). 5. California Mid-State Fair Sponsorship Renewal (February 2026) 6. Lodging Owners Meeting for Board Terms: February 18, 2026, at 3:30 pm, City Hall 7. Upcoming City Council Meeting Industry Related Items: ▪ Short Term Rental Ordinance – postponed, date TBD. ▪ Strategic Planning – January 30th & 31st. F. ADJOURNMENT: Chairperson Harden adjourned the meeting at 2:43 P.M. MINUTES PREPARED BY: ______________________ Ashley Zamora Recreation Coordinator Page 8 of 59 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 2/18/26 Atascadero Fall Festival 2025 Event Recap & 2026 Event Sponsorship Renewal Request RECOMMENDATIONS: ATBID Advisory Board: 1. Receive and file recap of marketing results from the November 2025 Atascadero Fall Festival. 2. Provide staff direction on the 2025 event support request renewal. DISCUSSION: The Atascadero Fall Festival was held in the Sunken Gardens on November 14 through November 16, 2025, with a variety of musical entertainment, from local community entertainment to major bands, like Pato Banton on Saturday evening and Los Hermanos opening the event on Friday evening. The event included carnival rides, games, food vendors, a craft beer event on Saturday, merchandise vendors, and more. The event created a fantastic backdrop shared among many across social media. Even though the weather was not favorable, especially on Saturday, this family-fun event still did its magic to create many memories for those who attended. En Fuego Events will provide an oral presentation to the ATBID Advisory Board that includes the marketing dollars invested, the number of people that attended the event, and where they came from as a result of Atascadero Fall Fest 2025. In addition, En Fuego Events had added Colony Days Parade & Festivities to the event in 2025, with a plan to continue in 2026 and a commitment to change the date due to poor weather patterns – determined as October 16-18, 2026, which will remain on the 3rd weekend in October each year following the 2026 event through 2028. Event sponsorship history: 2021 awarded $5,000 sponsorship. 2022 awarded $20,000 sponsorship ($10,000 request and increased due to a multi-day event). $10,000 paid 2021/22; $10,000 paid 2022/23; 2023 awarded $20,000 sponsorship; 2024 awarded $20,000 sponsorship; 2025 awarded $25,000 sponsorship with the opportunity to hire more popular musical entertainment groups. FISCAL IMPACT: Up to $25,000. ATTACHMENT: 1. Atascadero Fall Fest ATBID 2026 Presentation 2. Event Support Application – Atascadero Fall Fest 2026 Page 9 of 59 2026 ATASCADERO FALL FEST NEW DATE OCT. 16TH- 18TH ATBID | 2/18/26 | Item B1 | Attachment 1 Page 10 of 59 CONTINUED TARGET MARKETING: Anaheim Lancaster Modesto Oxnard Palo Alto Pasadena Riverside Sacramento San Clemente San Francisco San Jose South Bay Santa Barbara Santa Clarita Santa Cruz Santa Monica Thousand Oaks Ventura Los Angeles DMA San Diego DMA Bakersfield DMA ATBID | 2/18/26 | Item B1 | Attachment 1 Page 11 of 59 STILL 35+ BANDS & DJs ATBID | 2/18/26 | Item B1 | Attachment 1 Page 12 of 59 Bring Back Friday Headliner Los Hermanos Mendoza for Country Night It was our BEST Friday Night to Date! HUGE Turnout for Los Hermanos Mendoza! 105k Facebook Followers in November NOW at 234k Followers! 144k Instagram Followers in November NOW at 157K Followers! They have already reserved the date for us in 2026 and LOVED the appreciation the community gave them. ATBID | 2/18/26 | Item B1 | Attachment 1 Page 13 of 59 Both Carnival and Alcohol Sales were at an all time high for a Friday Night! ATBID | 2/18/26 | Item B1 | Attachment 1 Page 14 of 59 RAIN, RAIN, GO AWAY NEW DATE IN 2026 OCTOBER 16-18 INCREASE ATTENDANCE INCREASE OVERNIGHT STAYS ATBID | 2/18/26 | Item B1 | Attachment 1 Page 15 of 59 CONTINUED RELATIONSHIPS WITH COLONY DAYS • Slated to have largest Parade in years with partnership • Original time of Month • Benefits the Community & Colony Days • More Things to Enjoy for Guests ATBID | 2/18/26 | Item B1 | Attachment 1 Page 16 of 59 NEW MARKETING • STREAMING (HULU, YOUTUBE, AMAZON PRIME, ETC.)• Hoping to continue partnership with Visit SLO CAL • Hotel Lobby Posters & Additional Options • Partnership with Hotel Eblasts • Looking into ways of getting guest information earlier MARKETING ATBID | 2/18/26 | Item B1 | Attachment 1 Page 17 of 59 PRESENTING SPONSOR & MAIN STAGE SPONSOR ATBID | 2/18/26 | Item B1 | Attachment 1 Page 18 of 59 2025 BUDGET: $137,720 2024 BUDGET: $159,000 WE WERE ABLE TO REALLY CUT DOWN ON COSTS IN 2025 2026 BUDGET TO STAY THE SAME ATBID | 2/18/26 | Item B1 | Attachment 1 Page 19 of 59 MARKETING TOOL KIT Worked with Verdin to create and provide: • Artwork for eBlasts • Verbiage for eBlasts • Social Media Content • Still looking at Creative Marketing like Room Key Covers & Large Lobby Posters ATBID | 2/18/26 | Item B1 | Attachment 1 Page 20 of 59 FALL FEST “STAY & PLAY” PACKAGE INCLUDED: •2 Suds at Sunken Gardens Beer Fest Tickets for 21+ Guests (Value $70) Total Savings: $140 to Guests •En Fuego Events donated 10 Suds at Sunken Gardens Tickets at no cost to Hotels who opted into the “Stay & Play” Package •Hotel would pay $20 for any additional guests receiving the Suds at Sunken Gardens Tickets (normally $35) ATBID | 2/18/26 | Item B1 | Attachment 1 Page 21 of 59 ATBID SUPPORT $25,000 • 3-day FREE Family-Friendly Event for Visitors & Community • 2 Headliners on Friday & Saturday Night • Anchor event for Atascadero and SLO County • “Stay & Play” Lodging Package to increase overnight stays • Continue to bring a fun, family experience to increase exposure to the Atascadero Fall Festival and City of Atascadero • The Atascadero Fall Fest continues to be a top event in SLO County and Central Coast ATBID | 2/18/26 | Item B1 | Attachment 1 Page 22 of 59 BRING ON 2026! ATBID | 2/18/26 | Item B1 | Attachment 1 Page 23 of 59 1 The Atascadero Tourism Business Improvement District (TBID) was established to promote Atascadero as an overnight destination. The mission of the Atascadero TBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of community partners to design events that attract visitors to Atascadero and would like to offer our support of those events that align themselves with the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts. If you would like to be considered for support, please complete the following application. The application must be received at least 6 months in advance of the funding deadline to request support from the Atascadero TBID. Unfortunately, we are unable to provide assistance for all events, but please know each request will be considered thoroughly. Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and authentic outdoor recreation, culinary adventures, and welcoming hospitality. In order to qualify for event sponsorship, your organization must meet the following requirements or provide a three-year plan detailing how you will ultimately meet these requirements: 1. Support the Visit Atascadero mission 2. Attract visitors from outside San Luis Obispo County 3. Encourage overnight stays of one night or more 4. Obtain the necessary ABC permits, law enforcement approval, city permits, safety guidelines, and any additional documents needed for the event 5. Provide a detailed event budget and marketing plan 6. Provide post-event metrics which show positive effect on Atascadero tourism In addition to these requirements, ATBID Board will consider the following factors: 1. Does event support Visit Atascadero objectives? 2. Will event be held during off-season (January – March)? 3. Is event new or existing? If existing, how was previously awarded money spent? 4. What is the three-year growth plan for the event? 5. Is there statistical data on the demographic status of your attendees or targeted attendees? 6. Can the organization prove complete fiduciary responsibility of all event expenses? 7. Do your event organizers and attendees garner influence and have the ability to promote Atascadero tourism? Please submit application and all additional documents by email to Hanna Meisinger at hmeis@bigredmktg.com in PDF format. You will receive a confirmation that we have received the application. Typically, we ask that event planners attend a Board Meeting to present their event to the Board which provides an opportunity to ask questions. Atascadero TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30 ATBID | 2/18/26 | Item B1 | Attachment 2 Page 24 of 59 2 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. ATBID | 2/18/26 | Item B1 | Attachment 2 Page 25 of 59 3 Event Sponsorship Requirements Checklist The following requirements must ALL be met in order to qualify for sponsorship and receive funding. Please be sure to carefully read and submit all necessary documentation and information. Complete application and submit at least 6 months prior to event Include requested sponsorship amount in application Select eligible event tier and describe how your event meets qualification Provide event budget with line items detailing how sponsorship funding will be used Provide a detailed marketing plan Include a financial statement from your organization – applicant must be able to demonstrate financial accountability for event expenses Describe all sources of event income and additional sponsorships that have been secured If requested, attend an ATBID Board Meeting to provide event presentation If awarded event sponsorship funding, plan to attend two ATBID Board Meetings: o Provide planning progress update at least two months prior to event o Provide an event recap detailing attendance, marketing efforts and results, impact on Atascadero tourism and future plans ATBID | 2/18/26 | Item B1 | Attachment 2 Page 26 of 59 4 Event Support Application Form Requesting Organization: ___En Fuego Events________________________ Contact: __Andres Nuno____ Phone Number: ___805-448-7070____ Email: _andres@enfuegoevents.com__ Mailing Address: 1072 Casitas Pass Rd. #232 City, State, Zip: ___Carpinteria, CA 93013____________________ Name of Event: ____Atascadero Fall Festival 2026______________________ Event Description: _____ The Atascadero Fall Festival is a 3-day, free admission event that is “Fun for the Whole Family.” It features carnival games and rides, 40+ bands on 2 stages, and over 60 street faire and food vendors. We also have partnered up with Colony Days to help alleviate that event as well. Event Dates/Times: ____Friday, Oct. 16th – Sunday, Oct. 18th, 2026__Friday: 4-10 pm / Saturday & Sunday: 12 pm – 10 pm___ Is event located in Atascadero? Yes Venue Name: __Sunken Gardens________________ Venue Location: __Downtown Atascadero______________________________ Event Website: ___www.AtascaderoFallFest.com_______________________ Are you receiving in-kind or financial support from the City of Atascadero? Yes Total Anticipated Attendees: _20,000 over 3 days___ ATBID | 2/18/26 | Item B1 | Attachment 2 Page 27 of 59 5 Portion From Outside SLO County: __35_% Is this the first year the event will take place? No If this event has taken place previously, please provide historical data including attendance numbers: ____We had our best turnout in 2024 with over 20,000 guests over 3 days, including our highest number of vendors. In 2025 we started with our best Friday to date since the event began but sadly the weather didn’t cooperate. We are excited to move the event into October in 2026! Are tickets sold for your event? If so, please provide the price per ticket and any package opportunities. ____This is a free admission event. ____________ Crowd Control Safety Plan Details: _____We will work with a licensed and insured security company that has worked large events in California. ______________________________________________________________________ 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? Yes Describe how the event supports Visit Atascadero’s mission and goals: The Atascadero Fall Festival is able to attract guests from all over California to join us at a free admission, 3-day event that includes a little bit of something for everyone. The Atascadero Fall Festival is an event that locals, and travelers, enjoyed and will mark on their calendars for years to come. ATBID | 2/18/26 | Item B1 | Attachment 2 Page 28 of 59 6 Select eligible event tier for your event (eligibility is based on one or more qualifying factors and additional considerations): X Additional details about eligible event tier qualification: ______In 2024, we topped 20,000 guests and the Atascadero Fall Fest was a must visit event. The entire community was proud of the Atascadero Fall Festival and the we saw an increase of local businesses and non profit groups participating this year. We believe that the Atascadero Fall Fest has already left a lasting impression and will continue to grow in popularity. Based on our Friday of 2025, we believe moving into October will make this the best Atascadero Fall Fest to date in 2026! Support Request (desired monetary amount or in-kind marketing support): We received $25,000 in funding from ATBID in 2025 and we would like to ask for the same amount in 2026. This signature event has already become one of the top events not only in San Luis Obispo County, but throughout the Central Coast. Tier 1 Tier 2 Tier 3 X x X X •Attracts 1,500+ attendees •At least 35-40% of target market is out-of-town visitors •Marketing campaigns reach at least 1,000 subscribers •Event encourages multi-night stay in Atascadero •Attracts 750+ attendees •At least 25-30% of target market is out-of-town visitors •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Attracts 750 or less attendees •Marketing message encourages visiting Atascadero •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Event appears sustainable and offers growth potential in number of days and/or attendance to grow to Tier 2 Total Support = Up to $10,000 Total Support = Up to $7,500 Eligible for In-kind Support ATBID | 2/18/26 | Item B1 | Attachment 2 Page 29 of 59 7 In 2024 it was voted the Best of North SLO County “Best Family-Friendly Event” by the Paso Robles Press, Atascadero News, Paso Robles Magazine and Atascadero Magazine. We are also hoping to continue to work with Visit SLO Cal to increase awareness throughout California. 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 New Times $2,500 Atascadero News / Paso Robles Press American General Media $2,500 Social Media $1,000 Banners & Posters $1,000 Television $750 Streaming Advertising $1,000 Please include all sources of income that have been secured and those that are being solicited to support event (feel free to attach additional sheets as needed). Income Source Amount Visit Atascadero $25,000 SpringHill Suites $1,500 + Trade ATBID | 2/18/26 | Item B1 | Attachment 2 Page 30 of 59 8 Holiday Inn Express The Carlton Tecate Beer Trade Trade $5,000 Pacific Beverage Co. $2,650 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 New Times Print / Weekly $2,000 Atascadero News / Paso Robles Press Print / Weekly $1,000 American General Media 2 Weeks $1,000 Visit SLO Cal NA Sponsorship Streaming 4 Weeks $1,000 Social Media 8 Weeks $1,500 Television 4 Weeks $1,000 ATBID | 2/18/26 | Item B1 | Attachment 2 Page 31 of 59 9 Please share your intended public relations outreach. _____We will send out several Press Releases that include information about the overall event, our entertainment schedule and other happenings. How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials, website, and at the event)? ____All marketing material will include the Visit Atascadero logo, including posters, social media content and we will continue to call our main stage the Visit Atascadero Main Stage and have your banner hanging on it. This is the premier banner location that the Atascadero Fall Fest has to offer. What opportunities do you plan to offer that specifically promote lodging in Atascadero? ______We have 3 lodging partners in place for 2026, The Holiday Inn Express, SpringHill Suites and Fairfield Suites. ___ Additional Details: _____Our footprint will stay the same in 2026 with the same amount of rides, vendors and stages. We are excited to work together to increase overnight stays. In 2025 we partnered with Colony Days and are excited to continue that relationship. We truly believe it will help them continue that event and further include the community. ____ ATBID | 2/18/26 | Item B1 | Attachment 2 Page 32 of 59 10 Rules and Regulations for Event Coordinators • Event coordinators will be held accountable for promoting and advertising the event, including, but not limited to, listing the event on the Visit SLO CAL website (www.slocal.com) within 30 days of Board approval for funding. • Event coordinators will also be held responsible for ensuring the Visit Atascadero logo and branding is used appropriately on any event materials. This includes ensuring the Visit Atascadero logo is visible on event website and marketing collateral within 30 days of Board approval for funding. • Event coordinators should ensure every effort is made to promote the entire Atascadero destination. On the event website, event coordinators should only link to the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always pay careful attention to never promote specific lodging properties unless individual agreements with those properties have been arranged outside of ATBID activity. • Event coordinators should plan to attend an ATBID Board Meeting following the event to provide a recap presentation which includes attendee numbers, overnight stays, event perception and any other pertinent information for the Board. • Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero logo included on event marketing materials like glassware) if event support from the ATBID Board totals $7,500 or more. • Please also reference the Expectations of Event Organizer by Tier to ensure you are correctly and accurately recognizing Visit Atascadero’s support. It is the responsibility of the event organizer to follow up with Visit Atascadero for necessary branding pieces needed to fit the promotion requirements. • Funding will be invoiced in sections based on promotion compliance and specific event expectations. Funding percentages and invoice timelines will be determined in advance between the Atascadero TBID Board and the event organizer. ATBID | 2/18/26 | Item B1 | Attachment 2 Page 33 of 59 11 ***Please include a detailed event budget and marketing strategy. Feel free to attach additional information for consideration with application. ***You must submit copies of additional required documents two weeks prior to event. The Atascadero TBID Board reserves the right to withdraw funding if the appropriate documents are not obtained for the event. You must acknowledge and agree to the rules and regulations on Page 10. IMPORTANT: Future ATBID event sponsorship funding requests may be affected should any discrepancies, including, but not limited to, event application, planning, marketing materials or website, be brought to ATBID’s attention. Cancellation Policy: Should the event not take place as presented and scheduled; event coordinators are required to reimburse the ATBID for sponsorship support. If the event is cancelled by the Event Coordinator because of sickness, accidents, riots, strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions beyond either party’s control, the Event Coordinator agrees to provide a financial report showing the current status of funds used. The ATBID Board will follow the official event cancellation protocol and will determine the fund quantity to either be refunded or rolled forward to future events based on the financial report. Applicant Signature ____Andres Nuño____ Date __2/11/26_ ATBID | 2/18/26 | Item B1 | Attachment 2 Page 34 of 59 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 2/18/25 Central Coast Craft Beer Festival 2026 Event Update RECOMMENDATION: ATBID Advisory Board receive and file the Central Coast Craft Brewers Consortium’s event update for the Central Coast Craft Beer Festival to be held on March 21, 2026. DISCUSSION: At the June 18, 2025, ATBID Advisory Board Meeting, the Central Coast Brewers Consortium presented their event recap for the 2025 Central Coast Craft Beer Festival and a sponsorship request for the 2026 event as well. Following the presentation, the Advisory Board approved a $5,000 ATBID sponsorship of the 2026 Central Coast Craft Beer Festival. The Event Sponsorship Application requires event promoters to provide an update as to the marketing efforts currently in place to promote the event to craft beer enthusiasts outside of our area to come visit, stay and enjoy our City. The Central Coast Craft Brewers Consortium will provide an oral presentation about the marketing efforts, progress with ticket sales, shuttle tickets, hotel promotions, and what to expect on March 21, 2026. FISCAL IMPACT: None. ATTACHMENTS: None. Page 35 of 59 This Page Intentionally Left Blank Page 36 of 59 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 2/18/26 ATBID Advisory Board Review Monthly Meeting Times RECOMMENDATION: ATBID Advisory Board to revisit and provide staff direction to move meeting times on the 3rd Wednesday of the month from 1:00 pm – 3:00 pm back to 2:30 pm – 4:30 pm or leave it in place. DISCUSSION: Chapter 16 of Title 3 of the City of Atascadero’s Municipal Code comprises the governing mandate of the Advisory Board for the Atascadero Tourism Business Improvement District. Pursuant to Section 3-16.08, ATBID’s Board shall meet “no less than quarterly.” Historically, the ATBID Board meets once monthly on the third Wednesday of the month from January through June, does not hold a meeting in July, resumes monthly meetings from August through November, and does not hold a meeting in December. The ATBID Advisory Board meeting times are currently from 1:00 pm until 3:00 pm. This is an opportunity for the ATBID Board to review the times with everyone’s schedules to see if they work or we consider moving them back to the former time of 2:30 pm until 4:30 pm. FISCAL IMPACT: None. ATTACHMENTS: None. Page 37 of 59 This Page Intentionally Left Blank Page 38 of 59 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 2/18/26 Budget Report Update & Performance Results RECOMMENDATION: ATBID Advisory Board receive and file the Budget Report and Performance Results. DISCUSSION: The ATBID summary and expenditure reports show the expenditures that have been submitted through December 2025 along with the most recent 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 December. FISCAL IMPACT: None. ATTACHMENTS: 1. ATBID Expenditure Detail Report (FY 25-26) 2. ATBID Summary 25-26 3. Tourism TOT report 2.11.26 4. SLO CAL Community Intelligence Report December 2025 5. STR Report for December 2025 Page 39 of 59 02/10/2026 CITY OF ATASCADERO 1 10:27AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 12/31/2025 Periods: 0 through 6 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6000000 Operating Services and Supplies 0000.6050000 Office Expense 0000.6050000 Office Expense 0.00 0.00 250.00 0.00 250.00 0.00 Total Office Expense 0.00 0.00 0.00 0.00 250.00 250.00 0000.6070000 Advertising 0000.6070000 Advertising 0.00 0.00 160,250.00 0.00 160,250.00 0.00 0000.6077025 Digital Media Advertising 0.00 0.00 0.00 0.00 0.00 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 | 2/18/26 | Item B4 | Attachment 1 Page 40 of 59 02/10/2026 CITY OF ATASCADERO 2 10:27AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 12/31/2025 Periods: 0 through 6 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures 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 11,401.00 10/31/2025 ap IN 12638 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183829 -11,401.00 10/31/2025 po LI 12638 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183829 8,960.08 11/30/2025 ap IN 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 -8,960.08 11/30/2025 po LI 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 9,353.54 12/31/2025 ap IN 12749 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184466 2Page: ATBID | 2/18/26 | Item B4 | Attachment 1 Page 41 of 59 02/10/2026 CITY OF ATASCADERO 3 10:27AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 12/31/2025 Periods: 0 through 6 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6077025 Digital Media Advertising (Continued) -9,353.54 12/31/2025 po LI 12749 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184466 47,067.54 47,067.54 0.000000.6077025 Digital Media Advertising 107,932.46 -155,000.00 0.00 0000.6077060 Advertising 0.00 0.00 0.00 0.00 0.00 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 6,000.00 8/28/2025 ap IN 14871 235Line Description: DESTINATION MARKETING SERVICES Vendor: 00406 VISIT SLO CAL Check # 183120 3Page: ATBID | 2/18/26 | Item B4 | Attachment 1 Page 42 of 59 02/10/2026 CITY OF ATASCADERO 4 10:27AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 12/31/2025 Periods: 0 through 6 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6077060 Advertising (Continued) -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 7,500.00 10/21/2025 ap IN 1021252 235Line Description: 2025 CHRISTMAS AT THE RANCH SP Vendor: 09670 VINTAGE TRADITIONS FOUNDATION Check # 183707 4Page: ATBID | 2/18/26 | Item B4 | Attachment 1 Page 43 of 59 02/10/2026 CITY OF ATASCADERO 5 10:27AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 12/31/2025 Periods: 0 through 6 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6077060 Advertising (Continued) 462.84 11/18/2025 ap IN 10099979 235Line Description: BILLBOARD - 2025 HOLIDAY TRAIL Vendor: 08832 CG VISUAL SOLUTIONS CORP. Check # 183872 550.00 12/2/2025 ap IN 151 235Line Description: 2025 HOLIDAY TRAIL BILLBOARD Vendor: 08573 HIGH COUNTRY OUTDOOR, INC. Check # 184022 6,105.96 12/31/2025 ap IN 12751 235Line Description: WINTER LODGING PROMOTION GIFTC Vendor: 06479 VERDIN Check # 184604 58,314.93 58,314.93 0.000000.6077060 Advertising 12,000.00 -70,314.93 0.00 Total Advertising 140.60 105,382.47 105,382.47 119,932.46 -65,064.93 160,250.00 0000.6400000 Operating Supplies Total Operating Supplies 0.00 0.00 0.00 0.00 0.00 0.00 0000.6500000 Contract Services 0000.6500000 Contract Services 0.00 0.00 264,500.00 0.00 264,500.00 0.00 0000.6501125 Promotions Consultants 0.00 0.00 0.00 0.00 0.00 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 5Page: ATBID | 2/18/26 | Item B4 | Attachment 1 Page 44 of 59 02/10/2026 CITY OF ATASCADERO 6 10:27AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 12/31/2025 Periods: 0 through 6 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) -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 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 8,142.47 10/31/2025 ap IN 12638 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183829 -8,142.47 10/31/2025 po LI 12638 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 183829 6Page: ATBID | 2/18/26 | Item B4 | Attachment 1 Page 45 of 59 02/10/2026 CITY OF ATASCADERO 7 10:27AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 12/31/2025 Periods: 0 through 6 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6501125 Promotions Consultants (Continued) 9,150.00 11/30/2025 ap IN 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 -9,150.00 11/30/2025 po LI 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 5,090.50 12/31/2025 ap IN 12751 235Line Description: WINTER LODGING PROMOTION GIFTC Vendor: 06479 VERDIN Check # 184604 4,922.00 12/31/2025 ap IN 12749 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184466 -4,922.00 12/31/2025 po LI 12749 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184466 55,896.22 55,896.22 0.000000.6501125 Promotions Consultants 54,194.28 -110,090.50 0.00 0000.6509032 Additional Promotional Services 0.00 0.00 0.00 0.00 0.00 0.00 10,000.00 7/1/2025 ap IN 1160 235Line Description: 2025 BOVINE CLASSIC SPONSORSHI Vendor: 08979 LOCOMOTIV PERFORMANCE COACHING Check # 182492 7Page: ATBID | 2/18/26 | Item B4 | Attachment 1 Page 46 of 59 02/10/2026 CITY OF ATASCADERO 8 10:27AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 12/31/2025 Periods: 0 through 6 Atascadero Tourism Bus Improv Dist235 Atascadero Tourism Bus Improv Dist Fund635 Atascadero Tourism Bus Improv Dist0000 Prct Used Balance Year-to-date Encumbrances Year-to-date Expenditures Expenditures Adjusted Appropriation Account Number 0000.6509032 Additional Promotional Services (Continued) 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 -40,000.00 0.00 Total Contract Services 56.74 95,896.22 95,896.22 54,194.28 114,409.50 264,500.00 0000.6600000 Professional Development 0000.6600000 Professional Development 0.00 0.00 8,500.00 0.00 8,500.00 0.00 Total Professional Development 0.00 0.00 0.00 0.00 8,500.00 8,500.00 0000.6740000 Business Development Total Business Development 0.00 0.00 0.00 0.00 0.00 0.00 0000.6900000 Department Service Charges 0000.6900000 Administration 0.00 0.00 5,110.00 0.00 5,110.00 0.00 Total Department Service Charges 0.00 0.00 0.00 0.00 5,110.00 5,110.00 Total Operating Services and Supplies 85.59 201,278.69 201,278.69 174,126.74 63,204.57 438,610.00 0000.7000000 Special Purchases, Projects, and Studies 0000.7800000 Community Funding 0000.7805029 Opportunities Fund 0.00 0.00 65,000.00 0.00 65,000.00 0.00 Total Special Purchases, Projects, and Studies 0.00 0.00 0.00 0.00 65,000.00 65,000.00 0000.9000000 Debt Service & Other Uses 0000.9400000 Cash Contributions Total Debt Service & Other Uses 0.00 0.00 0.00 0.00 0.00 0.00 74.54 201,278.69 201,278.69 174,126.74 128,204.57 503,610.00Total Atascadero Tourism Bus Improv Dist 8Page: ATBID | 2/18/26 | Item B4 | Attachment 1 Page 47 of 59 02/10/2026 CITY OF ATASCADERO 9 10:27AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 12/31/2025 Periods: 0 through 6 Grand Total 201,278.69 201,278.69 74.54 174,126.74 128,204.57 503,610.00 9Page: ATBID | 2/18/26 | Item B4 | Attachment 1 Page 48 of 59 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 12/31/2025 2025-2026 REVENUES 41530.6300 Taxes and Assessments 409,652$ 431,401$ 419,591$ 442,589$ 261,557$ 510,800$ 45920.0003 Assessment Penalties 933 3,904 657 934 2,324 - 46110.0000 Investment Earnings (11,341) 2,966 30,734 35,844 - 16,210 Total Revenue 399,244 438,271 450,982 479,367 263,880 527,010 EXPENSES 6050000 Office Expense 264 - (5) 24 - 250 6070000 Advertising 127,366 126,556 142,357 253,865 105,382 160,250 6500000 Contract Services ** 143,436 163,051 220,803 223,637 109,646 264,500 6600000 Professional Development 731 - 475 830 - 8,500 6900000 Administration 4,106 4,353 4,202 4,435 2,639 5,110 7805029 Opportunities Funding*** - - - - - 65,000 Total Expenses 275,903 293,960 367,832 482,791 217,668 503,610 NET INCOME/(LOSS)123,341 144,311 83,150 (3,423) 46,213 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$ 794,361$ 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 55,896 Administrative Services Fee 13,750 109,646$ Atascadero Tourism Business Improvement District (ATBID) Fund 2/11/2026 ATBID | 2/18/26 | Item B4 | Attachment 2 Page 49 of 59 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$ 607,515.55$ 2,045,430.40$ Fiscal Year 2026*563,298.75$ 429,010.50$ -$ -$ 992,309.25$ * 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 | 2/18/26 | Item B4 | Attachment 3 Page 50 of 59 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 , December 2025 Hotel Performance TOT Revenue Visitor Arrivals Previous Quarter San Luis Obispo County ended the calendar year at 2.5M room nights, up 3.9% from last year, in combination with a 2.7% increase in supply. Despite ADR of $189 falling 0.4% YOY, room revenue gained 3.5% to $478.6M. The month of December finished strong in the county with supply, demand, and revenue allup considerably - +4.5%, +6.5%, and +6.1% respectively. Occupancy of 55% was up 1.8% from last year, as demand growth outpaced supply. Communities in the county finished the year strongly, with all gaining (or equal) in supply, and all gaining demand but Atascadero (-1.7%). Occupancy grew the most in Cambria (+3.2%), Arroyo Grande (+2.8%), and North Coast (+2.4%). November TOT revenue grew 2.3% YOY to $4.2M. Although Grover Beach dropped 15.6% YOY, Arroyo Grande increased 37.8% YOY to $117K and Unincorporated Total grew 9.2% YOY to $1.1M. Revenue YTD still dropped 1.0% and for the FY YTD, marked a 1.9% drop YOY. Visitors to San Luis Obispo County in 2025 Q3 (FY 2026 Q1) were 2.3M, up 0.5% from the same quarter one year ago. International visitors decreased 7.2% YOY, but other visitor categories grew: day (0.6%), overnight (0.4%), and domestic (0.6%). Relative to the same period last calendar year (Q1-Q3), visitswere up 3.4%, driven by Day (+5.3%) as well as Overnight (+2.5%), and less by International, which remained down 3.7% YTD YOY (Q1-Q3). Visa card in-market visitor spending for 2025 Q3 totaled $198M, down 0.8% YOY. International spend was down 22.6% YOY, while domestic was down only0.1%. Top origin markets were Santa Barbara ($29.3M), Los Angeles-Long Beach-Anaheim ($25.7M), and Fresno ($16.4M). Top merhcant categories were Eating Places and Restaurants ($51.4M), Hotels/Motels/Resorts ($18.7M), Grocery Stores ($16M) and Automated Fuel Dispensers ($13.4M). 183.4K Hotel Demand ▲ 6.5% YOY - Monthly $4,215,229 Transient Occupancy Tax ▲ 3.1% YOY - Monthly Total Spending for 2025 Q2 YOY - Quarterly 1.7M Visitors for 2025 Q2 ▲ 6.4% YOY - Quarterly ATBID | 2/18/26 | Item B5 | Attachment 4 Page 51 of 59 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 , December 2025 Date December 2025 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $57$11151.4%19.1K Supply 9.8K Demand $1.1M Revenue ▲ 0.1%▲ 4.6%▲ 0.0%▲ 0.1% ▼ -4.3%▲ 4.6% YOY Transient Occupancy Tax Revenue November 2025 - Monthly $4,215,229 San Luis Obispo County ▲ 3.1% 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 56.8% 51.4% 62.9% 52.1% 52.6% 58.5% 53.1% 53.7% 50.7% 55.0% 60.1% 53.7% 55.8% $109 $111 $203 $188 $125 $164 $154 $170 $196 $160 $148 $118 $168 $128 $100 $62 $57 $98 $66 $96 $82 $91 $88 $89 $63 $94 Hotel Performance by Community December 2025 - Monthly Unincorporated Pismo Beach Paso Robles San Luis Obispo Morro Bay Arroyo Grande Grover Beach 1,103,629, ▲ 9.2% 836,418, ▼ -1.5% 308,251, ▼ -0.9% 36,279, ▼ -15.6% 117,189, ▲ 37.8% 979,906, ▲ 1.2% 833,557, ▲ 1.3% Transient Occupancy Tax Monthly, % Change YOY 2022 2023 2024 2025 2026 51% AVG Occupancy Atascadero, CA Transient Occupancy Tax San Luis Obispo County Total - Fiscal Year Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $4.2M Occupancy FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 2/18/26 | Item B5 | Attachment 4 Page 52 of 59 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 , December 2025 Date December 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 46.3%$145.40 $67.33 26.2K 12.1K $1.8M ▲ 6.1%▲ 4.7%▲ 1.2%▲ 4.8%▲ 1.3%▲ 3.4% 55.9%$166.86 $93.19 155.8K 87.0K $14.5M ▼ -6.7% ▼ -0.5%▲ 3.3% ▼ -9.8% ▼ -6.3% ▼ -3.7% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 51.4%$110.72 $56.96 19.1K 9.8K $1.1M ▲ 0.1%▲ 4.6%▲ 0.0%▲ 0.1% ▼ -4.3%▲ 4.6% 62.6%$136.51 $85.50 113.3K 71.0K $9.7M ▼ -7.8% ▼ -0.3%▲ 4.2% ▼ -11.5% ▼ -7.6% ▼ -4.3% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 32.4%$294.02 $95.36 7.1K 2.3K $673.9K ▲ 17.6%▲ 5.4%▲ 4.8%▲ 12.3%▲ 11.6%▲ 5.8% 37.7%$301.33 $113.73 42.4K 16.0K $4.8M ▼ -4.5% ▼ -1.5%▲ 1.1% ▼ -5.5% ▼ -3.0% ▼ -2.6%Jan-25 Feb-25 Mar-25 Apr-25 May-25 Jun-25 Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 $1.3M $1.3M $1.8M $2.2M $2.6M $3.2M $3.1M $3.1M $2.1M $2.3M $2.1M $1.8M 27%22% 28% 30%30% 36%37% 32% 31%29%32%38% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue ATBID | 2/18/26 | Item B5 | Attachment 4 Page 53 of 59 Source: Azira Monthly Visitation San Luis Obispo County , December 2025 Date December 2025 Report Monthly Based On Fiscal 78% Overnight Trip Share 1.7 days Avg. Length of Stay 52% Repeat Trip Share Top 15 Points of Interest December 2025 - Monthly % Overnight % Repeat San Luis Obispo Pismo Beach Paso Robles Atascadero Morro Bay 46 East Paso Wine Country Arroyo Grande Nipomo Downtown Pismo Beach Cambria Downtown Cambria Downtown Paso Robles Templeton Grover Beach Los Osos & Baywood Park 64.9% 49.9% 58.0% 49.4% 51.1% 51.1% 40.1% 64.0% 49.3% 47.6% 48.7% 61.0% 52.8% 46.4% 55.3% 80.4% 77.7% 74.7% 78.0% 77.8% 77.8% 73.1% 75.3% 78.7% 59.5% 77.6% 76.5% 72.7% 75.4% 77.4% % Share of Total 1.2% 3.0% 3.4% 4.2% 4.2% 4.4% 5.2% 5.4% 5.9% 7.1% 9.1% 10.7% 15.0% 16.8% 19.7% Los Angeles-Long Beach-Anaheim, CA Fresno, CA Bakersfield-Delano, CA San Francisco-Oakland- Fremont, CA Visalia, CA San Jose-Sunnyvale-Santa Clara, CA Riverside-San Bernardino-Ontario, CA Sacramento-Roseville-Folsom, CA Oxnard-ThousandOaks-Ventura, CA San Diego-ChulaVista-Carlsbad, CA 12.4% 9.3% 8.8% 7.0% 5.4% 5.2% 4.2% 4.2% 2.8% 2.5% Top 10 Domestic Origin Markets December 2025 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 51.7% Share of Overnight Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 78% FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 2/18/26 | Item B5 | Attachment 4 Page 54 of 59 Source: Azira Community Cross-Visitation Atascadero , December 2025 Date December 2025 Report Monthly Based On Fiscal Primary Atascadero 76.5% Overnight Visitors 61.0% Repeat Share Paso Robles San Luis Obispo Pismo Beach 46 East Paso Wine Country Morro Bay Templeton Arroyo Grande Santa Margarita 46 West Paso Wine Country Avila Beach Grover Beach Nipomo Shandon Oceano Los Osos & Baywood Park 20.0% 19.3% 17.7% 11.4% 9.8% 9.1% 5.9% 4.5% 4.4% 4.2% 4.0% 3.5% 3.3% 2.2% 2.1% 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 Monterey-Salinas, CA Sacramento-Stockton-Modesto, CA Chico-Redding, CA Bakersfield, CA San Diego, CA Phoenix, AZ Santa Barbara-Santa Maria, CA Palm Springs, CA Dallas-Ft. Worth, TX Las Vegas, NV Reno, NV West Palm Beach-Ft Pierce, FL 15.7% 14.1% 13.1% 9.4% 7.9% 7.5% 5.9% 2.0% 1.8% 1.7% 1.4% 1.3% 1.3% 1.2% 0.8% Top Origin Markets Primary Community Visited: Atascadero Origin markets of those starting their tripin Atascadero who cross-visited elsewhere Pozo Huasna Creston Cambria Morro Bay Oceano Cayucos Los Osos & Baywood Park Paso Robles Ragged Point Pismo Beach San Miguel Nipomo Arroyo Grande 1.7 1.6 1.5 1.4 1.4 1.4 1.4 1.4 1.4 1.4 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 December 2025 (Month) ATBID | 2/18/26 | Item B5 | Attachment 4 Page 55 of 59 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 , December 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 1.8% 2.3% 2.3% 3.0% 4.4% 7.7% 8.4% 13.3% 17.4% 19.2% 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 WY WV WI WA VT VI VA UT TX TN Domestic Visitor Spending* April - June 2025 , % Share of Spending *Excluding Residents 72.3% Overnight 27.7% Day 1.7M Visitors Total Visitation April - June 2025 % Share of Trips 49.4% Deplanements 50.6% Enplanement 216.1K Passengers Airport Deplanements & Enplanement April - June 2025 SLO CAL Regional Airport ATBID | 2/18/26 | Item B5 | Attachment 4 Page 56 of 59 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , December 2025 Date December 2025 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales $0.64M$52.1M$14.6M0.12M ▼ -15.2% ▼ -6.2% ▼ -8.2% ▼ -7.7% YOY Switch Visitors Switch Tasting Room Sales Switch DTC Total Sales Switch On-Site Event Sales 6,802281,65580,125673 ▼ -15.2% ▼ -6.2% ▼ -8.2% ▼ -7.7% YOY SLO CAL Region Visitation by Year December 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 8.5K 9.9K 7.9K 2.5K 4.3K 17.0K 5.8K 9.0K 1.9K 5.2K 16.6K 5.4K 8.1K 1.0K 4.9K 14.2K 5.6K 7.4K 1.8K 3.5K Average DTC Sales by Region December 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 $1.1M $1.5M $1.3M $0.3M $0.6M $0.8M $1.3M $4.7M $0.5M $0.6M $0.8M $1.6M $6.4M $0.2M $0.6M $0.7M $2.0M $6.5M $0.3M $0.4M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 32K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $9,881.2K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 2/18/26 | Item B5 | Attachment 4 Page 57 of 59 This Page Intentionally Left Blank Page 58 of 59 Tab 2 - Multi-Segment Currency: USD - US DollarVisit SLO CALFor the month of: December 2025 Percent Change from December 2024 Percent Change from YTD 2024 December 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+56.8 51.7 109.44 106.68 62.21 55.18 9.9 2.6 12.8 12.8 0.0 9.9 64.8 63.1 137.46 139.37 89.13 87.88 2.8 -1.4 1.4 1.4 0.0 2.8 7 4 438 371 Atascadero, CA+51.4 49.2 110.72 115.69 56.96 56.91 4.6 -4.3 0.1 0.1 0.0 4.6 60.4 62.7 134.86 143.07 81.48 89.72 -3.6 -5.7 -9.2 -7.3 2.1 -1.6 8 6 616 575 Cambria, CA+62.9 60.6 202.72 202.34 127.55 122.56 3.9 0.2 4.1 4.2 0.1 4.0 65.7 63.7 208.67 211.48 137.18 134.74 3.2 -1.3 1.8 1.9 0.1 3.3 21 14 751 480 Morro Bay, CA+52.6 51.7 125.08 127.87 65.83 66.10 1.8 -2.2 -0.4 -0.4 0.0 1.8 61.7 62.1 146.71 152.30 90.53 94.52 -0.6 -3.7 -4.2 -3.9 0.4 -0.2 31 9 969 453 Paso Robles, CA+53.7 52.6 170.22 171.86 91.44 90.38 2.1 -1.0 1.2 9.8 8.5 10.9 65.5 63.8 197.09 199.56 129.13 127.37 2.7 -1.2 1.4 5.6 4.1 6.9 23 13 1616 1142 Pismo Beach, CA+50.7 51.9 196.32 190.81 99.61 99.00 -2.2 2.9 0.6 1.0 0.4 -1.8 65.7 64.7 234.81 232.56 154.17 150.40 1.5 1.0 2.5 3.5 1.0 2.5 30 17 2120 1605 San Luis Obispo, CA+60.1 59.7 147.73 146.24 88.76 87.35 0.6 1.0 1.6 9.1 7.4 8.0 70.1 68.9 180.60 178.43 126.58 122.92 1.7 1.2 3.0 6.1 3.1 4.9 41 23 2635 1879 San Simeon, CA+53.7 44.6 117.95 128.18 63.36 57.13 20.5 -8.0 10.9 10.9 0.0 20.5 54.4 56.3 134.28 138.54 73.08 77.99 -3.3 -3.1 -6.3 -6.3 0.0 -3.3 10 4 601 248 Five Cities+52.1 52.0 187.93 183.59 97.90 95.50 0.1 2.4 2.5 3.4 0.9 1.0 65.8 64.6 228.75 226.98 150.43 146.55 1.9 0.8 2.6 3.8 1.1 3.0 48 25 2994 2187 North Coast+58.5 53.6 164.23 169.37 96.13 90.70 9.3 -3.0 6.0 6.1 0.1 9.4 61.5 60.8 175.07 178.23 107.62 108.43 1.1 -1.8 -0.7 -0.7 0.1 1.1 40 18 1520 728 North County+53.1 51.6 153.61 155.43 81.53 80.17 2.9 -1.2 1.7 7.8 6.0 9.0 64.1 63.5 179.59 182.66 115.04 115.95 0.9 -1.7 -0.8 2.7 3.5 4.4 32 19 2259 1717 South County+55.8 55.5 167.90 165.62 93.76 91.96 0.6 1.4 2.0 5.9 3.8 4.4 67.8 66.6 205.85 204.09 139.55 135.88 1.8 0.9 2.7 4.8 2.0 3.9 88 48 5611 4066 San Luis Obispo County 55.0 54.0 159.50 160.07 87.77 86.50 1.8 -0.4 1.5 6.1 4.5 6.5 65.2 64.6 189.62 190.34 123.71 123.02 0.9 -0.4 0.6 3.1 2.6 3.5 201 95 10750 7096 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 - December 2025 vs December 2024 Occ % 2026 © CoStar Group. This STR Report is a publication of STR, LLC and STR Global, Ltd., CoStar Group companies, and is intended solely for useby 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: 2026 STR, LLC / STR Global, Ltd. trading as "STR". Year to Date - December 2025 vs December 2024 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR ATBID | 2/18/26 | Item B4 | Attachment 5 Page 59 of 59