HomeMy WebLinkAbout012126 -Meeting MinutesAtascadero Tourism Business Improvement District Advisory Board
January 21, 2026
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CITY OF ATASCADERO
ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS
IMPROVEMENT DISTRICT AGENDA
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
Atascadero Tourism Business Improvement District Advisory Board
January 21, 2026
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B. BUSINESS ITEMS:
1. Bovine Classic 2025 Event Recap & 2026 Event Sponsorship Renewal Request
▪ 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.
Atascadero Tourism Business Improvement District Advisory Board
January 21, 2026
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Chairperson Harden closed public comment.
MOTION BY: Maggelet
SECOND BY: Oh
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.
Atascadero Tourism Business Improvement District Advisory Board
January 21, 2026
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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]
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