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HomeMy WebLinkAboutTBID_2026-06-17_Meeting AgendaPacket CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT MEETING 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 accommodation 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. 1 of 95 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, June 17, 2026, at 2:30 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 – May 6, 2026, Special Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve May 6, 2026, Special Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. Vina Robles Ampitheatre Venue & 2026 Sponsorship Opportunity ▪ Fiscal Impact: Up to $10,000. ▪ Recommendation: ATBID Advisory Board to discuss and provide staff direction on the Vina Robles Ampitheatre Sponsorship Advertising Program in time for the 2026 Entertainment Season. [Vina Robles Ampitheathre]. 2. Central Coast Craft Beer Festival 2026 Event Recap & 2027 Event Support Renewal Application ▪ Fiscal Impact: $5,000. ▪ Recommendations: ATBID Advisory Board: 1. Receive and file recap of the 2026 event summary and attendance results from March 2026. 2. Provide staff direction on the event support request for continued renewal into 2027. [Central Coast Brewers Consortium/ En Fuego Events] 2 of 95 3. Central Coast Cider Festival 2026 Event Recap & 2027 Event Support Renewal Application ▪ Fiscal Impact: $5,000. ▪ Recommendations: ATBID Advisory Board 1. Receive and file recap of the 2026 event summary and attendance results from April 2026. 2. Provide staff direction on the event support request for continued renewal into 2027. [Central Coast Cider Association/ En Fuego Events] 4. 2026-2027 Visit SLO CAL Co-op Partner Opportunity Review ▪ Fiscal Impact: $90,150. ▪ Recommendation: ATBID Advisory Board to discuss and provide staff direction on the 2026-2027 Visit SLO CAL Co-op Partner Opportunities for Visit Atascadero. [City/SLOCAL] 5. Review of Event Sponsorship Program ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to discuss and provide staff direction on any changes and updates to the Special Event Program and Program Tiers. [City] 6. 2026 IPW Conference Review ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the 2026 IPW Conference review and budget recap. [City] 7. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report Update & 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. Election of Chairperson and Vice Chairperson for the ATBID Advisory Board for the 2026-2027 Fiscal year Term (August). 2. ATBID Bylaws Review (August). 3. Quarterly Marketing Report Recap & Annual review (August). 4. Event recap for Christmas at Santa Margarita Ranch (August). 5. Event recap & renewal for Garden Lights & Winter Nights (August). 6. Rules of the Annual Assessment (August). 7. Sensorio Preferred Partner Program (September). F. ADJOURNMENT: 3 of 95 ATBID | 06/17/26 | Item A1 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA DRAFT SPECIAL MEETING MINUTES Wednesday, May 6, 2026, at 2:30 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 2:34 P.M. ROLL CALL: Present: Board Members Sarah Maggelet, Vice Chairperson Sohi, Chairperson Harden Vacant: None. Absent: Board Members Christopher Oh and Clint Pearce Staff Present: Terrie Banish, Director Community Services & Promotions 2:35pm Board Member Christpher Oh arrived. 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 – April 15, 2026, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve April 15, 2026, Regular Meeting Draft Action Minutes. [City] MOTION BY: Sohi SECOND BY: Oh 1. Approve Consent Calendar. AYES (4): Maggelet, Oh, Sohi, Harden ABSENT (1): Pearce VACANT (0): None. Passed 4-0 B. BUSINESS ITEMS: 1. Value Proposition, Ten Year Vision, Tourism & Promotional Game Plan Review ▪ Fiscal Impact: None. 4 of 95 ATBID | 06/17/26 | Item A1 ▪ Recommendation: ATBID Advisory Board receive and file Value Proposition, Ten Year Vision and the Tourism and Promotional Game Plan review that was created and set the direction for ATBID in 2015. [City] Director Banish with the City 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. The Board received and filed Value Proposition, Ten Year Vision and the Tourism and Promotional Game Plan review that was put in place for ATBID in 2015. 2. 2026-2027 Marketing Plan & Paid Media Strategy ▪ Fiscal Impact: $295,000 in budgeted funds. ▪ Recommendation: ATBID Advisory Board to discuss and provide staff direction on the 2026-2027 Marketing Plan & Strategy for Visit Atascadero. [Verdin Marketing] Ashley Mastako with Verdin Marketing 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: Sohi SECOND BY: Oh 1. Board motions to approve 2026-2027 Marketing Plan & Strategy for Visit Atascadero. AYES (4): Maggelet, Oh, Sohi, Harden ABSENT (1): Pearce VACANT (0): None. Passed 4-0 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: None. E. FUTURE AGENDA ITEMS: (This section set aside for open discussion on future agenda items) 1. Review TBID Event Tiers (June). 2. Event recap & renewal for Central Coast Beer Festival (June). 3. Event recap & renewal for Central Coast Cider Festival (June). 4. Event recap for Christmas at Santa Margarita Ranch (August). 5. Event recap & renewal for Garden Lights & Winter Nights (August). 6. Rules of the Annual Assessment (August). 5 of 95 ATBID | 06/17/26 | Item A1 F. ADJOURNMENT: Chairperson Harden adjourned the meeting at 3:46 P.M. MINUTES PREPARED BY: ______________________ Ashley Zamora Recreation Coordinator 6 of 95 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 06/17/26 Vina Robles Ampitheatre Venue & 2026 Sponsorship Opportunity RECOMMENDATION: ATBID Advisory Board to discuss and provide staff direction on the Vina Robles Ampitheatre Sponsorship Advertising Program in time for the 2026 Entertainment Season. DISCUSSION: The Vina Robles Ampitheatre is a popular venue recently under new management with new opportunities to promote to an audience visiting outside our area in addition to county residents. This is an opportunity to learn what is happening at the venue and learn about the opportunities available for lodging owners to be in front of that audience. The attached information talks about the Vina Robles sponsorship program as well as the newly launched Plan Your Stay Travel Guide program for visitors to the area. The venue’s website, social media platforms and e-blasts receive solid engagement and the venue itself brings in over 60,000 guests per year. ATBID Board will receive an oral presentation reviewing this information and the opportunities available to promote Visit Atascadero. FISCAL IMPACT: Up to $10,000. ATTACHMENT: 1. Vina Robles Ampitheater Plan Your Stay Travel Guide 2. Vina Robles Ampitheatre 2026 Sponsorship Opportunities 3. Vina Robles Ampitheatre 2026 Sponsor One-Sheet 7 of 95 Plan Your Stay - Program: Connect your food, beverage, or hospitality brand with tens of thousands of engaged visitors attending events at Vina Robles Amphitheatre, in 2026. Our new Plan Your Stay travel guide program connects local hotels, restaurants, bars, and retail destinations with more than 65,000 annual concertgoers and over 200,000 website visitors each year. As the Central Coast’s premier destination for live music and special events, Vina Robles Amphitheatre offers partners high-visibility placement on a dedicated section of our highly trafficked homepage—right where guests go to plan their visit. With over a decade-long history of hosting world-class artists such as Neil Young, Dolly Parton, Leon Bridges, Eddie Vedar, DEVO and Robert Plant, Vina Robles Amphitheatre is the only purpose-built outdoor venue of its kind in the region. The Amphitheatre attracts travelers from across California, throughout the United States, and around the world—many of whom are actively seeking dining, lodging, and local experiences to complement their night at the show. By partnering with us, your business becomes part of our trusted guest experience. Together, we help visitors plan memorable stays while increasing your brand’s visibility at the exact moment they are deciding where to eat, drink, shop, & stay. Feel free to inquire about our various sponsorship packages and branding opportunities within the venue itself and don’t hesitate to reach out with any questions. We’d love to help you connect your business with an ideal audience. Thank you, Manuel Barba Event, Sponsorship and Premium Seating Sales Manager p 805-286-3682 | M.BARBA@VRGROUPINC.COM ATBID | 6/17/26 | Item B1 | Attachment 1 8 of 95 Plan Your Stay Entry Hotel, Motel, Camping and Glamping - $2,500 Program Inclusions: • Homepage Feature: Placement within Vina Robles Amphitheatre’s newly launched Plan Your Visit hospitality partner guide, including your business description, photo, website link, contact information, and branding. • Digital Exposure: Inclusion in select email communications such as show announcements, event updates, Know Before You Go (KBYG) emails, and other digital correspondence sent to current and prospective ticket holders. • Ask about our discount options. Restaurant, Bar, Tasting Room - $1,500 Program Inclusions: • Homepage Feature: Placement within Vina Robles Amphitheatre’s newly launched Plan Your Visit hospitality partner guide, including your business description, photo, website link, contact information, and branding. • Digital Exposure: Inclusion in select email communications such as show announcements, event updates, Know Before You Go (KBYG) emails, and other digital correspondence sent to current and prospective ticket holders. Retail, Destination, Other - $1,000 Program Inclusions: • Homepage Feature: Placement within Vina Robles Amphitheatre’s newly launched Plan Your Visit hospitality partner guide, including your business description, photo, website link, contact information, and branding. • Digital Exposure: Inclusion in select email communications such as show announcements, event updates, Know Before You Go (KBYG) emails, and other digital correspondence sent to current and prospective ticket holders. *All Plan your stay entries are good until December 31st, 2026. ATBID | 6/17/26 | Item B1 | Attachment 1 9 of 95 Welcome to Vina Robles Amphitheatre, where European inspiration meets California character, and the stars always shine. Here, two of California’s greatest compositions come together, as exceptional wine and intimate live entertainment combine to create an unforgettable experience. Our 3,300-capacity Amphitheatre is nestled on a picturesque, oak-dotted hillside in Paso Robles, on California’s majestic Central Coast. Since opening in the summer of 2013, Vina Robles Amphitheatre has proudly stood as the largest purpose-built outdoor concert venue designed for premier arts and entertainment in San Luis Obispo County. With a style inspired by the California missions, guests enjoy a unique and intimate concert experience, complete with modern amenities and first-class hospitality. We’re excited to offer you the opportunity to partner with us and become part of the Vina Robles Amphitheatre experience through a variety of sponsorship packages. As a sponsor, you’ll connect directly with an estimated 60,000 in-person concert attendees in 2026. Additionally, in 2025 our website enjoyed over 250,000 unique visits, and over 1.8 million ‘events” (i.e. clicks and scrolls). The branding potential of live entertainment is unparalleled, and our partnership allows your brand to be associated with a state-of-the-art venue and a wide range of world-class artists, including iconic musicians, comedians, wine country events, and community-centered programming. Our sponsorship packages are designed to meet a variety of business needs. Whether you’re interested in on-site marketing, in-market promotion, special ticket offers, VIP entertaining, online exposure, or media inclusion, we can create a customized package to fit your company’s goals. Please see the attached document for details and let us know how we can support your business through creative and impactful promotions. We look forward to helping your brand achieve its goals of reaching a larger audience. Very Best, Manuel Barba Vina Robles Amphitheatre Sponsorship, Event & Premium Seating Sales Manager (805) 286-3682 / m.barba@vrgroupinc.com ATBID | 6/17/26 | Item B1 | Attachment 2 10 of 95 SPONSORSHIP OPPORTUNITIES Sponsorship opportunities available for the 2025 concert season at the Vina Robles Amphitheatre are outlined below. There are several levels of involvement to fit an array of marketing objectives. We will work closely with you to ensure the partnership suits your company’s goals and maximizes brand exposure. In addition to the sponsorship opportunities outlined below, we would be happy to create a customized package to fit your needs. Concert Series – Premier Partner Sponsorship - *SOLD* Branding as series sponsor for all Nederlander promoted shows in 2025 season. (30+) Premium Box Seat Package: 4 seats. 2 Parking Passes, VIP Entrance, Table Service, Access to “Petite Terrace”/VIP Lounge. Name displayed above stage on Gobo during band breaks/intermissions. 6 Backlit kiosk signs throughout venue. Company logo/Mention on all outgoing, concert related, public correspondence such as “Know Before You Go” and concert announcements. Company logo on website sponsorship page with click-thru to company website. Company mention on social media related to the Amphitheatre and announced shows. “Petite Terrace Club” Sponsor - *SOLD* Branding as VIP “Terrace Club” Lounge Sponsor for all Nederlander promoted shows in 2024 season. (30+) Includes 1X Jardine Table with all Premium Seating benefits. Company Name printed on all tickets and wristbands related to VIP Lounge. Signage with company name and logo in VIP Lounge area (location agreed upon by venue and sponsor). On site (lounge) activation and presence during shows for information, displays, presentation. Inclusion on website and all digital marketing related to show announcements, updates and eblasts. Official Wine Partner - *SOLD* Rights to become the featured wine of the 2026 summer concert series. Your wines to be served at all 5 bar locations including VIP Terrace Club and VIP Luxury Boxes and Jardine Table seating. On site (lounge) activation and presence during shows for information, displays, presentation. Inclusion on website and all digital marketing related to show announcements, updates and eblasts. ‘Suendero’ Bar Naming Rights - $30,000 Branding and naming rights for the outside bar, nearest stage. Signage with company name and logo inside bar area (location agreed upon by venue and sponsor). On site lounge activation & presence during shows for information, displays or presentation. Inclusion on website and all digital marketing related to show announcements, updates and eblasts. ATBID | 6/17/26 | Item B1 | Attachment 2 11 of 95 Jardine Table Sponsor - $50,000 (40 tables + 160 Chairs) *Buy in cost is variable based on market value of tables and chairs. Sponsor branding on all VIP Premium Seating “high top” tables and branding would be affixed to the tables for the life of the tables (minimum 3 years). Company logo and click thru featured on sponsorship page of VR website with click thru to company page. Inclusion on website and all digital marketing related to show announcements, updates and eblasts. Plaza Activation - $1,500 (Per Show) - Showcase your brand, product or business. Centrally located in venue’s upper plaza during show. Direct access to show guests. 3,300 per sold out show. Average of 60K+ guests annually. Panel Kiosk Signs Single Panel - $3,000 per sign or $1,700 Half Sign (Entire Season) 24”x 36” lightbox panel signs prominently placed and lighted signage on the Amphitheatre’s Plaza level. Half sign 24”X18” (shared with another sponsor). Sign printing and installation included in cost. Panel Kiosk Sign Bundle - $8,000 for bundle of 3. 3 (24”x 36”) lightbox panel signs prominently placed and lighted signage on the Amphitheatre’s Plaza level. Can be together or spread throughout the plaza. Cost of sign printing and installation included. Inclusion on website and all digital marketing related to show announcements, updates and e- blasts. Urinal/Bathroom 6 11x17 Signs + 32 8.5X11” - $12,000 (Per Season) *SOLD* Custom 11X17 logo and design artwork mounted (4X GA bathrooms, 2X VIP). Exposure of your brand and company to 60,000+ ideal consumers annually. Vehicle Sponsor - $18,000 (Entire Season) Activation Vehicle placement on upper plaza in direct proximity to all concert goer traffic. 24”x 36” lightbox panel signs prominently placed and lighted signage on the Amphitheatre’s Plaza level. Company logo listed on the Amphitheatre website with click thru to company website Company logo listed on concert announcement, eblasts and “Know Before You Go” emails. Boat, RV, etc… Sponsor - $18,000 (Entire Season) Activation Vehicle placement on upper plaza in direct proximity to all concert goer traffic. 24”x 36” lightbox panel signs prominently placed and lighted signage on the Amphitheatre’s Plaza level. Company logo listed on the Amphitheatre website with click thru to company website Company logo listed on concert announcement, eblasts and “Know Before You Go” emails. ATBID | 6/17/26 | Item B1 | Attachment 2 12 of 95 Wristbands: $10,000 (Per Season) Approximately 10,000 patrons Wristband customized with your Company logo and used for VIP patrons and pit ticket holders Company logo listed on the Amphitheatre website with click thru to company website. Company logo listed on concert announcement, eblasts and “Know Before You Go” emails. Box Tray Liners - $10,000 (Per Season) 128 branded assets per show. Logo and branding on drink trays for all Luxury Boxes (2 per box, 64 boxes total). Expose your brand to 256+ VIP guests per sold out show, with approximately 5,400 guests per season. Company logo listed on the Amphitheatre website with click thru to company website. Company logo listed on concert announcement, eblasts and “Know Before You Go” emails. Seat Back Graphics - $10,000 (Per Season) Logo and branding on all VIP Luxury Box seat chair backs (4 per box/64 boxes). Directly target 256+ VIP seat holders per show (approximately 8,500 annually) with your branding. Company logo listed on the Amphitheatre website with click thru to company website. Company logo listed on concert announcement, eblasts and “Know Before You Go” emails. Cocktail Cup Logos - $10,000 Logo and branding on all cocktail cups sold at various bars throughout venue Brand, logo and company exposure directly to all guests and patrons who are 21+ with indirect brand exposure to all guests and patrons regardless of age – Over 60K+ guests annually. Company logo listed on the Amphitheatre website with click thru to company website. Company logo listed on concert announcement, eblasts and “Know Before You Go” emails. Beer Cup Logos - $10,000 Logo and branding on all beer cups sold at various bars throughout venue Brand, logo and company exposure directly to all guests and patrons who are 21+ with indirect brand exposure to all guests and patrons regardless of age – Over 70,000 guests annually. Company logo listed on the Amphitheatre website with click thru to company website. Company logo listed on concert announcement, eblasts and “Know Before You Go” emails. Guest WIFI Landing Page - $5,000 *SOLD* Your company’s logo or branding as a banner on the permissions page for guest complimentary Wi- Fi. Any of our 60,000+ guests annually, who wish to access our complimentary wifi, will see and have access to a click thru to your website or assigned URL. Please note that we have opportunities for partnership that extend beyond this deck. Feel free to reach out to put together a package that is ideally tailored to your budget and marketing goals. Additionally, some of these products have already been claimed and are on a first-come, first served basis. Current year sponsors are always given first right of refusal for all products within the upcoming season. ATBID | 6/17/26 | Item B1 | Attachment 2 13 of 95 VINA ROBLES AMPHITHEATRE Where World-Class Entertainment Meets World-Class Wine Country Reach Visitors When They're Planning Their Stay Nestled in the heart of Paso Robles wine country, Vina Robles Amphitheatre attracts thousands of guests seeking unforgettable experiences that combine live entertainment, hospitality, dining, wine tasting, and overnight travel. Why Partner With Us? n 3,000-seat intimate outdoor amphitheatre n Best Live Music Venue – 10 consecutive years n Located in California's premier wine country destination n Hosts world-class artists, comedians, and special events n Visitors actively seeking hotels, wineries, restaurants, and experiences Artists Who've Taken the Stage Neil Young • Rod Stewart • Bonnie Raitt • Ringo Starr • Eddie Vedder • Kacey Musgraves • Kevin Hart • Amy Schumer • Death Cab for Cutie • Leon Bridges The Plan Your Stay Program Connect your business directly with concertgoers looking for places to stay, sip, dine, shop, and explore. Featured exposure helps turn ticket buyers into customers and transforms a concert night into a Central Coast getaway. Ideal Partners n Hotels & Resorts n Restaurants & Bars n Wineries & Tasting Rooms n Retail Destinations n Attractions & Experiences Your business. Our audience. One unforgettable destination experience. ATBID | 6/17/26 | Item B1 | Attachment 3 14 of 95 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 Central Coast Craft Beer Festival 2026 Event Recap & 2027 Event Support Renewal Application RECOMMENDATIONS: ATBID Advisory Board to: 1. Receive and file recap of the 2026 event summary and attendance results from March 2026. 2. Provide staff direction on the event support request for continued renewal into 2027. DISCUSSION: The Central Coast Craft Beer Festival occurred on March 21, 2026, marking eight years with the festival taking place in Downtown Atascadero. The event was approved by the ATBID Advisory Board in June 2025. This event is typically done in conjunction with SLO Beer Fest week held in March of each year. The Central Coast Craft Beer Festival event team will provide an oral report of the event with the number of tickets sold, marketing efforts, and the geography of attendees. In addition, the Central Coast Craft Beer Festival will be placing a new special event request for Saturday, March 20, 2027, to take place again in the Sunken Gardens. This will mark the 9th Annual event held in the City of Atascadero. FISCAL IMPACT: Up to $5,000. ATTACHMENTS: 1. Central Coast Craft Beer Fest 2027 Application 15 of 95 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 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 third Wednesday of the month at 2:30 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. ATBID | 6/17/26 | Item B2 | Attachment 1 16 of 95 2 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 | 6/17/26 | Item B2 | Attachment 1 17 of 95 3 Event Support Application Form Requesting Organization: Central Coast Brewers Guild Contact: Andres Nuno Phone Number: 805-448-7070 Email: andres@enfuegoevents.comMailing Address: 1072 Casitas Pass Rd. #232 City, State, Zip: Carpinteria, CA 93013 Name of Event: Central Coast Craft Beer Fest 2026 Event Description: The Central Coast Craft Beer Festival has continued to attract guests locally and outside of the area. It features over 55 independently owned craft breweries, seltzers, ciders, kombucha and more. Event Dates/Times: Saturday, March 20th, 2027. Is event located in Atascadero? XYes No Venue Name: Sunken Gardens Venue Location: Sunken Gardens Event Website: CentralCoastCraftBeerFest.com Are you receiving in-kind or financial support from the City of Atascadero? Yes No Total Anticipated Attendees: 2,500 Portion from Outside SLO County: 35% Is this the first year the event will take place? Yes No If this event has taken place previously, please provide historical data including attendance numbers: This will be our sixth annual event and we continue to increase our ticket sales year after year! X x ATBID | 6/17/26 | Item B2 | Attachment 1 18 of 95 4 Are tickets sold for your event? If so, please provide the price per ticket and any package opportunities. VIP Tickets - $65 / GA Tickets - $50 / DD - $20 Crowd Control Safety Plan Details: We will work with Mille Security. 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 No Describe how the event supports Visit Atascadero’s mission and goals: We strive to bring breweries in early to spend 2 nights with us and our marketing is aimed at bringing in guests from outside of San Luis Obispo County. 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: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Tier 1 Tier 2 Tier 3 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 | 6/17/26 | Item B2 | Attachment 1 19 of 95 5 ______________________________________________________________________ ______________________________________________________________________ Support Request (desired monetary amount or in-kind marketing support): We are hoping to once again get the $7,500 sponsorship that we got in 2024. As this event continues to grow, so do our overall operating costs. Nearly all of our vendors have increased their rates and we don’t want to have to increase our ticket costs to offset that. 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 Social Media Marketing $1,000 Print and Radio Marketing $2,000 Glassware $3,500 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 ATBID | 6/17/26 | Item B2 | Attachment 1 20 of 95 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 Santa Maria Sun Print / Weekly American General Media Radio / 2 Weeks 5,000 Coasters 30 Days Posters 30 Days Please share your intended public relations outreach. We will work with the City to put out a Press Release and work with local media to get coverage of the event. ATBID | 6/17/26 | Item B2 | Attachment 1 21 of 95 7 How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials, website, and at the event)? You are the main logo on all of our marketing material, as well as on our glassware. What opportunities do you plan to offer that specifically promote lodging in Atascadero? We will continue our strong partnerships with our lodging partners (Holiday Inn Express; SpringHill Suites, and The Carlton). We also plan to continue our Super Mega Giveaway where we choose 2 winners to spend 2 nights in Atascadero, join us at our Brewers Party and get 2 VIP tickets! Additional Details: ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ______________________________________________________________________ ATBID | 6/17/26 | Item B2 | Attachment 1 22 of 95 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 event expectations. Funding percentages and invoice timelines will be determined in advance between the Atascadero TBID Board and the event organizer. ***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. ATBID | 6/17/26 | Item B2 | Attachment 1 23 of 95 9 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: 6/10/27 In case of questions or the need for clarification, please contact the Destination Liaison, Terrie Banish at tbanish@atascadero.org. ATBID | 6/17/26 | Item B2 | Attachment 1 24 of 95 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 Central Coast Cider Festival 2026 Event Recap & 2027 Event Sponsorship Renewal Application RECOMMENDATIONS: ATBID Advisory Board to: 1. Receive and file recap of the 2026 event summary and attendance results from April 2026. 2. Provide staff direction on the event support request for continued renewal into 2027. DISCUSSION: The 8th Annual Central Coast Cider Festival took place on Saturday, April 25th, 2026, in the Sunken Gardens, Downtown Atascadero. The event was approved by the ATBID Advisory Board in November 2025 for $5,000 for the 3rd 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, then in August 23, 2025 the event was awarded $5,000. Today, we are reviewing the 2026 event that moved to April from August, to correlate better with harvest, as well as better timing for the lodging owners. 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, April 24th, 2027, to take place again in the Sunken Gardens. This will mark the 9th Annual event held in the City of Atascadero. FISCAL IMPACT: Up to $5,000. ATTACHMENTS: 1. Central Coast Cider Festival 2027 Event Sponsorship Form Renewal 2. Central Coast Cider Festival 2026 Event Recap 25 of 95 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 | 6/17/26 | Item B3 | Attachment 1 26 of 95 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 2:30 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. 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 ATBID | 6/17/26 | Item B3 | Attachment 1 27 of 95 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 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: April 24th, 2027 • 12 - 4 pm 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: 700+ Portion from Outside SLO County: 38% 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: This was the best turnout for the Central Coast Cider Festival with over 700 total guests on site. We also continue to draw a high number of out of town visitors that lead to overnight stays. Our Cider Producers and Vendors are also coming fromt outside the area and a number of them are staying overnight as well. Are tickets sold for your event? If so, please provide the price per ticket and any ATBID | 6/17/26 | Item B3 | Attachment 1 28 of 95 package opportunities. $125 Connoisseur Tickets, $55 GA tickets, $75 VIP tickets, ) and $20 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 | 6/17/26 | Item B3 | Attachment 1 29 of 95 •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 continue to bring in Cider Producers, Guests and Vendors from outside the area that lead to overnight stays. We are continuing to look at ways to grow the event while keeping the focus on Cider. We invited some local craft breweries last year to allow for non-cider educated guests to sample Cider. 5 Support Request (desired monetary amount or in-kind marketing support):$5,000 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 ATBID | 6/17/26 | Item B3 | Attachment 1 30 of 95 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 tbd Nature’s Touch tbd SLO Cider tbd ATBID | 6/17/26 | Item B3 | Attachment 1 31 of 95 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 New Times SLO Sponsorship and community calendar $2500 The krush $1500 Edible SLO Magazine $500 Local Influencers Enjoy SLO $300 ATBID | 6/17/26 | Item B3 | Attachment 1 32 of 95 news outlets Tribune… 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. We also utilize the 30,000 emails through En Fuego Events. 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, ● named sponsor of the VIP hour. 7 What opportunities do you plan to offer that specifically promote lodging in Atascadero? Our Connoisseur Night and VIP ticket continues to attract out of area guests to join us and we also have over 20 Cider Producers from outside the area! ATBID | 6/17/26 | Item B3 | Attachment 1 33 of 95 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 | 6/17/26 | Item B3 | Attachment 1 34 of 95 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 June 10th, 20206 In case of questions or the need for clarification, please contact the Destination Liaison, Terrie Banish at tbanish@atascadero.org. ATBID | 6/17/26 | Item B3 | Attachment 1 35 of 95 Ciders: 27 17 of them from outside of SLO County Over 20 of them participated in the Friday Night Producer Party and new Connoisseur Night at Lone Madrone Participation: It was the best turnout in 2026! Over 600 total guests on site in and we once again had over 25 Cider producer and an average of 3 employees per producer that showed up to pour for guests including several owners. We sold over 500 tickets in 2026, including 34 Connoisseur Tickets that included guests coming in on Friday Night and getting to have an intimate experience that included an Educational Session with an Apple Grower and Pommelier followed by an instructional cider tasting led by the cer-tified Pommelier. After the seminar guests enjoyed some food AND a special “Meet the Makers” Bottle Share Experience. We are comfortable with the 500 guests but believe the Central Coast Cider Festival brings in out of town visitors and creates overnight stays. Age: Top age group was 35-44, followed by 25-34, and 45-44Top Cities: Los Angeles San Luis Obispo Atascadero San Jose San Francisco Paso Robles Anaheim Out of State Ticket Buyers: Oregon Washington Arizona Wyoming ATBID ask: $5,000 Same as 2026 Continued April Date in 2027 and Connoisseur Night! Out of 34 Ticket Buyers: • 23 were from out SLO County • Cities included: Clovis, Concord, Fresno, Gilbert (AZ), Goleta, Panaroma City, Placerville, Porterville, San Diego, San Jose, Thousand Oaks and Ventura ATBID | 6/17/26 | Item B3 | Attachment 2 36 of 95 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 6/17/26 2026-2027 Visit SLO CAL Co-Op Partner Opportunity Review RECOMMENDATION: ATBID Advisory Board discuss and provide staff direction on the 2026-2027 Visit SLO CAL Co-op Partner Opportunities for Visit Atascadero. DISCUSSION: Visit SLO CAL’s intention for cooperative marketing is to provide unique opportunities for destination partners and tourism businesses to ride the coattails of Visit SLO CAL investment across paid, owned, and earned channels, and amplify their voices within its House of Brands programming. Visit Atascadero is a proud member of Visit SLO CAL. City staff encourages the ATBID Advisory Board to review and endorse co-op opportunities with Visit SLO CAL whenever they are available and mutually beneficial. Following is a snapshot of the co-op marketing opportunities available to the ATBID Advisory Board for the 2026-2027 fiscal year – the one’s with a check mark are tentatively reserved: 1. Sojern Media Buy ($5,000, $10,000, $15,000) - $10,000 ✓ 2. Economic Impact Study ($8,000) 3. IPW - $7,500 ✓ 4. Hotelbeds - $6,000 ✓ 5. Spartan Race Sponsorship - $5,000 per year for 3 years ✓ 6. San Francisco Media Event - $650 ✓ 7. Dallas Media & Meetings Event - $3,000 ✓ 8. Associations West Seasonal Spectacular - $2,500 9. Meetings Research - $10,000 ✓ 10. ShiftOS - $1,000 ✓ 11. HOB DAMS Content - $10,000 ✓ 12. Del Mar Food & Wine Festival - $5,000-$7,500) ✓ 13. MPI Tenessee Board Retreat – Host Destination ($10,000-$15,000 14. MPI Tennesee Board Retreat – Support Destination ($5,000) 15. Various FAM Hosting ($500-$1,500 per FAM) ✓ 37 of 95 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 6/17/26 FISCAL IMPACT: Up to $90,150 ATTACHMENT: 1. SLO CAL Co-op Overview Presentation FY27 38 of 95 FY 27 MARKETING CO-OPS VISIT SLO CAL ATBID | 6/17/26 | Item B4 | Attachment 1 39 of 95 2 SOJERN MEDIA BUY •Flight Duration: 3 months •Available Products: Display, Native Video •$5K investment able to select 2 products •$10-15K investment able to select 2-3 products •Benefits: •Sojern 100% match in AV impressions •VSC 100% match with creative participation •HOB Assets used w link to partner URL Minimum Investment Level: $5K Maximum Investment Level: $15K ATBID | 6/17/26 | Item B4 | Attachment 1 40 of 95 3 ECONOMIC IMPACT STUDY •Economic Impact Study on 2026 Calendar Year •Annual Visitation with trend over past 5 -years •Visitor Spending by Industry for 2026 •Economic Impacts for 2026 Investment level: $8,000 ATBID | 6/17/26 | Item B4 | Attachment 1 41 of 95 4 IPW •Co-op Participation in IPW 2027 •New Orleans, Louisiana •May 2 – 7, 2027 Investment Level: $7,500 (based on FY26 rates) ATBID | 6/17/26 | Item B4 | Attachment 1 42 of 95 5 HOTELBEDS •Digital Marketing Campaign •Partnership with Hotelbeds & Visit CA •Key benefits •Discounted opportunity: Leverage Hotelbeds' relationship with Visit California for reduced domestic rates and exposure to key international markets. •Amplified reach: Reach domestic and global audiences through trusted travel advisors. •A trusted marketplace: Hotelbeds is the largest B2B accommodations marketplace in the world. Investment Level: ~ $6,000 ATBID | 6/17/26 | Item B4 | Attachment 1 43 of 95 6 SPARTAN RACE SPONSORSHIP •Spartan Race 2026 •November 7 – 8, 2026 •Santa Margarita Ranch Investment Level: $5,000 ATBID | 6/17/26 | Item B4 | Attachment 1 44 of 95 7 MEDIA EVENT – SAN FRANCISCO •Connecting Visit SLO CAL and co-opting destinations with top tier media and vetted influencers •Dates: Fall 2026, TBD Investment Level: $650 (does not include travel expenses) ATBID | 6/17/26 | Item B4 | Attachment 1 45 of 95 8 MEDIA & MEETINGS MISSION – DALLAS •Two-day event spent with media & meeting planners •Example Schedule: •Day One: Evening reception for media •Day Two: Meeting planner lunch or reception in possible partnership with MPI Dallas/Fort Worth •Dates: Spring 2027 Investment Level: $3,000 (does not include travel expenses) ATBID | 6/17/26 | Item B4 | Attachment 1 46 of 95 9 ASSOCIATIONS WEST: SEASONAL SPECTACULAR •Associations West is the second largest local Society of Association Executives/Professionals in the nation with over 1,400 members. •One-day trade show in Sacramento targeting California based association meeting planners •Second week of December Co-op Fee: ~$2,500 •Must have at least 3 co-op partners to be able to participate ATBID | 6/17/26 | Item B4 | Attachment 1 47 of 95 10 MEETINGS & GROUPS RESEARCH •Identify business positioning to win more meetings •1-1 qualitative interviews •Audience target: executives and planners •Research taking place in Summer 2026 •Co-op partners receive a report addendum specific for their destination Investment Level: $10,000 ATBID | 6/17/26 | Item B4 | Attachment 1 48 of 95 11 MEETINGS RESEARCH •Purpose: Grow awareness and interest in SLO CAL for business meetings and events. To do so, research needs to understand perceptions and interest in the destination among target audiences (meeting planners and executives), including some specificity around who to target, such as by types of meetings, industries, company sizes, etc. •Research Objectives : •Benchmark familiarity with SLO CAL as a meetings destination, including key business brand associations •Evaluate how the leisure brand impacts perceptions of the business brand, and where there is positive reinforcement vs. friction between the two •Assess the types of companies, industries, and meeting types that are most likely to fit SLO CAL •Determine how SLO CAL competes against regional alternatives for meetings, and uncover opportunities on how to differentiate •Identify opportunities for how to connect with the target audiences for media placement and/or in-person/event engagement (e.g. IMEX) •Align on a clear value proposition for SLO CAL as a business destination •Explore the unique business brand positionings of destinations within SLO CAL – how they fit under the umbrella of the SLO CAL business brand, and how they are distinctive, including any differences in who they should target (meeting types, target industries, etc.) ATBID | 6/17/26 | Item B4 | Attachment 1 49 of 95 12 SHIFTOS •AI Operating System framework using Claude •Enables partners to capture, structure and activate organization’s knowledge base in order to leverage AI •Educational program that builds the destination’s AI operation system Investment Level: $1,000 ATBID | 6/17/26 | Item B4 | Attachment 1 50 of 95 HOB DAMS CONTENT CO -OP Opportunity to partner with Visit SLO CAL to develop a collection of strategically aligned video and stills content that can be used in perpetuity. •Delivery of a suite of content via Visit SLO CAL’s DAM system: 4 video clips (includes drone when requested) and 15 still images •All content to be retouched and color corrected •All content to include full rights in perpetuity •Content capture to be aligned with Visit SLO CAL narrative framework strategy •Inclusive of two locations per partner •Meeting to align content objectives and plan •Development of social media post using the assets developed, distributed as a collaboration between VSC and partner Cost: $10,000 ATBID | 6/17/26 | Item B4 | Attachment 1 51 of 95 DEL MAR FOOD & WINE FESTIVAL ATBID | 6/17/26 | Item B4 | Attachment 1 52 of 95 15 DEL MAR FOOD & WINE FESTIVAL •About the Festival: week of immersive Southern CA lifestyle festival with 2-day Grand Tasting •“Spotlight on the Central Coast” Activation with Alaska Airlines •Dates: October 3 & 4 •Location: Del Mar Investment Range: $5,000 - $7,500 (based on number of co-op partners, and booth build out expenses, does not include travel expenses) •Must have at least 3 co-op partners to be able to participate ATBID | 6/17/26 | Item B4 | Attachment 1 53 of 95 MPI TENNESSEE BOD RETREAT MPI Tennessee is seeking a destination partner for their 2027 annual board retreat, with SLO CAL as a top destination of interest •2.5-day event for 15-18 rooms •Flexible dates: Sept-May Co-op structure: •Destination to bid on host location w host hotel(s) partner (~$10k-$15k investment + hotel to host rooms & some meals) •Support Destinations: $5,000 for offsite meal + activity ATBID | 6/17/26 | Item B4 | Attachment 1 54 of 95 17 FAM HOSTING •Earmark for FAM participation through the year Investment Level: ~ $500 - $1,500 per FAM ATBID | 6/17/26 | Item B4 | Attachment 1 55 of 95 CO-OP INTEREST FORM Deadline to submit: Friday, May 15 ATBID | 6/17/26 | Item B4 | Attachment 1 56 of 95 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B5 6/17/26 Review of Event Sponsorship Program RECOMMENDATIONS: ATBID Advisory Board discuss and provide staff direction on any changes and updates to the Special Event Program and Program Tiers. DISCUSSION: The ATBID event sponsorship program and respective tiers were established in 2016 to guide event sponsorship support discussions. The ATBID Board uses the tiers to evaluate event compatibility with current Visit Atascadero goals and strategies. This event sponsorship program has grown since its inception to support numerous events hosted in the City of Atascadero. The event sponsorship tier system has been revised since 2016 due to the increased interest in the event sponsorship program to ensure Visit Atascadero and ATBID continue to strategically host and support mutually beneficial events. Following is a history of the most recent updates: Event Blackout Dates Added (April 19, 2023, ATBID Board Meeting): Approval of adding blackout dates if the event takes place on a weekend, Friday – Sunday from the 2nd week of June through the 3rd week of August of each year. Event Criteria Added (May 21, 2025, ATBID Board Meeting): ➢ Signature Event Renewal Criteria: Events that are continuing to ask for renewals need to show that they generate over 15% of the attendance in lodging stays in the City of Atascadero to qualify for the event renewal and plan for less financial support since the event is well established. ➢ New Event Request Criteria: Events need to show 25% of the attendance in lodging stays in the City of Atascadero to qualify and show how that will be possible in their marketing efforts and similar events elsewhere to receive seed money support. Event requests must be submitted 6 months in advance to be considered. The purpose of this business item is to review our Criteria and make any necessary changes or updates. FISCAL IMPACT: None. ATTACHMENTS: 1. ATBID Event Sponsorship Application 57 of 95 1 The Atascadero Tourism Business Improvement District (ATBID) was established to promote Atascadero as an overnight destination. The mission of the ATBID 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 the ATBID would like to support of those events that align themselves with the Visit Atascadero mission. A portion of the ATBID 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, please complete the following Event Support application. The application must be received at least 6 months in advance of the funding deadline for the request to be considered. Each request is thoroughly considered, but not all events are approved. Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and authentic outdoor recreation, culinary adventures, and welcoming hospitality. To qualify for event support, the 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 and attract visitors from outside San Luis Obispo County. 2. Encourage overnight stays of one night or more. 3. Obtain the necessary ABC permits, law enforcement approval, city permits, safety guidelines, and any additional documents needed for the event. (Please Note: The City offers an event sponsorship program that is handled independently from the ATBID event support application. If the ATBID approves the application, it is not a guarantee that the City sponsorship program will be approved.) 4. Provide a detailed event budget and marketing plan. 5. 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 the 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 the event new or existing? If existing, the event will be evaluated on how the event support dollars were invested and how long the event has been in place (i.e., 3rd annual, 4th annual, etc.) 4. What is the three-year growth plan for the event? As the event nears a maturity of 3 years or more, future funding will not be at 100%. 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 supporting documents to Terrie Banish at tbanish@atascadero.org in a PDF format. Confirmation will be sent once received. Selected event planners must be available to present their event to the ATBID Board at a regular scheduled meeting. Atascadero TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 1 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. ATBID | 6/17/26 | Item B5 | Attachment 1 58 of 95 2 Event Support Application Requirement Checklist The following requirements must ALL be met in order to qualify for 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 amount in application.  Select eligible event tier and describe how your event meets the qualifications.  Provide event budget with line items detailing how 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 support through other programs, grants or sponsorships that have been secured.  If application is being considered, attendance in-person at an ATBID Board Meeting to present the event will be required.  If awarded event support funding, plan to attend two ATBID Board Meetings: o Provide planning progress update at least two months prior to event. o Provide event results detailing attendance, where participants are visiting from, all marketing efforts and impact on Atascadero tourism and future plans.  If awarded event support funding, 75% will be paid in advance and 25% paid after the event results report has been received and reviewed. 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 year. ATBID | 6/17/26 | Item B5 | Attachment 1 59 of 95 3 Event Support Application Form Requesting Organization: _______________________________________________ Contact: _________________________ Phone Number: _______________________ Email: ____________________________ Mailing Address: ____________________ City, State, Zip: ________________________________________________________ Name of Event: ________________________________________________________ Event Description: _____________________________________________________ __________________________________________________________________________ __________________________________________________________________________ ______________________________________________________________ Event Dates/Times: _____________________________________________________ Is event located in Atascadero? Yes No Venue Name: ________________________________________________________ Venue Location: _______________________________________________________ Event Website: ________________________________________________________ Are you receiving event support from the City of Atascadero? Yes No Total Anticipated Attendees: _______ Portion from Outside SLO County: _____% Is this the first year the event will take place? Yes No ATBID | 6/17/26 | Item B5 | Attachment 1 60 of 95 4 If this event has taken place previously, please provide historical data including attendance numbers: __________________________________________________ __________________________________________________________________________ __________________________________________________________________________ ______________________________________________________________ Are tickets sold for your event? If so, please provide the price per ticket and any package opportunities. __________________________________________________________________________ __________________________________________________________________ Crowd Control Safety Plan Details: __________________________________________________________________________ __________________________________________________________________ ______________________________________________________________________ Will the event require an ABC Permit? Yes No Has a City permit been issued for your event or contracted the venue for your event date? Yes No Describe how the event supports Visit Atascadero’s mission and goals: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ ______________________________________________________________________ ATBID | 6/17/26 | Item B5 | Attachment 1 61 of 95 5 Select eligible event tier for your event (eligibility is based on one or more qualifying factors and additional considerations): Additional details about eligible event tier qualification: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ __________________________________________________________________________ __________________________________________________________________ Support Request (desired monetary amount or in-kind marketing support): __________________________________________________________________________ __________________________________________________________________ __________________________________________________________________________ __________________________________________________________________ Tier 1 Tier 2 Tier 3 •Attracts 1,500+ attendees •At least 35-40% of target market is out-of-town visitors •Marketing campaigns reach at least 1,000 subscribers •Event encourages multi-night stay in Atascadero •Attracts 750+ attendees •At least 25-30% of target market is out-of-town visitors •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Attracts 750 or less attendees •Marketing message encourages visiting Atascadero •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Event appears sustainable and offers growth potential in number of days and/or attendance to grow to Tier 2 Total Support = Up to $10,000 Total Support = Up to $7,500 Eligible for In-kind Support ATBID | 6/17/26 | Item B5 | Attachment 1 62 of 95 6 Detail how awarded funding will be utilized, include any in-kind or additional support by sponsors, etc. (Please attach additional sheets as needed). Event Item Amount Ex. Social Media Ads $2,000 Please include all sources of income that have been secured and those that are being solicited to support event (Please attach additional sheets as needed). Income Source Amount Ex. City of Atascadero $2,500 in-kind venue event sponsorship 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. ATBID | 6/17/26 | Item B5 | Attachment 1 63 of 95 7 Media Outlet & Geographic Location of advertising Type & Frequency Cost of Advertising Please share your intended public relations outreach. __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials, website, and at the event)? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ ATBID | 6/17/26 | Item B5 | Attachment 1 64 of 95 8 What opportunities do you plan to offer that specifically promote lodging in Atascadero? __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________ Additional Details: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _________________________________________________________ ATBID | 6/17/26 | Item B5 | Attachment 1 65 of 95 9 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. Visit Atascadero brand guidelines are available upon request. • 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 an event results presentation, which includes attendee numbers, overnight stays, where attendees are visiting from, 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 based on promotion compliance and specific event expectations. If awarded event support funding, 75% will be paid in advance and 25% paid after the event results report has been received and reviewed. If there are any changes to these funding percentages, they will be determined in advance between the Atascadero TBID liaison/ DMO and the event organizer, as well as invoicing. • The ATBID Event Support 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. • All event participants and vendors affiliated with the event that are approved for funding by the ATBID Board it is highly recommended that part or all of the event staff is utilizing lodging properties in the Atascadero area. • You must acknowledge and agree to these rules and regulations set forth on Pages 9 & 10. ATBID | 6/17/26 | Item B5 | Attachment 1 66 of 95 10 ***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. IMPORTANT: Future ATBID event support 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 at a determined amount (i.e., amount paid less any advertising costs with required affidavits of advertising and supporting invoices, etc), as part of the event support application policy. If the event is cancelled by the Event Coordinator because of sickness, accidents, riots, strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions beyond either party’s control, the Event Coordinator agrees to provide a financial report showing the current status of funds used. The ATBID Board will follow the official event cancellation protocol and will determine the fund quantity to either be refunded or rolled forward to future events based on the financial report. Applicant Signature __________________________ Date ___________ In case of questions or the need for clarification, please contact the Destination Liaison, Terrie Banish at tbanish@atascadero.org. ATBID | 6/17/26 | Item B5 | Attachment 1 67 of 95 This Page Intentionally Left Blank 68 of 95 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B6 06/17/26 2026 IPW Conference Review RECOMMENDATION: ATBID Advisory Board receive and file the 2026 IPW Conference review and budget recap. DISCUSSION: As a result of the approved travel to the IPW Conference in May, this report will provide the Board with an overview of the event, discussion on the follow-up of the sales leads, and a summary of the actual costs incurred. In summary, the ATBID Board had approved $8,500 for all IPW expenses including travel to send Terrie Banish, DMO with the City of Atascadero, to attend this year’s conference. Actual cost totaled $5,842.55 for Co-op plus registration and $3,173.44 for travel expenses (hotel, airfare, transportation and meals) with the overall total, bringing ATBID’s IPW actual cost to $9,015.99. The 2027 budget is set for $9,500. Staff will provide an oral presentation on IPW and share the sales lead information. FISCAL IMPACT: None. ATTACHMENT: 1. IPW 2026 Expenditure Detail Report for SLO CAL 69 of 95 ATBID | 6/17/26 | Item B6 | Attachment 1 70 of 95 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B7 6/17/26 Budget Report Update & Performance Results RECOMMENDATION: ATBID Advisory Board receive and file the Budget Report Update and Performance Results. DISCUSSION: The ATBID summary and expenditure reports reflect expenditures submitted through April 2026, along with the most recent Transient Occupancy Tax (TOT) data. The FY 25-26 ATBID Summary and the FY 25-26 Expenditure Detail Report are included as attachments to this budget update. Also attached are the most recent SLO CAL Community Intelligence Report and STR Report. FISCAL IMPACT: None. ATTACHMENTS: 1. ATBID Expenditure Detail Report (FY 25-26) 2. ATBID Summary 25-26 3. Tourism TOT report 6.9.26 4. Community Performance Report March 2026 5. 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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 2,000.00 2/9/2026 ap IN 168396 235Line Description: SLO MONOPOLY SPONSORSHIP 26-27 Vendor: 09388 TOP TRUMPS USA INC Check # 184745 6Page: ATBID | 6/17/26 | Item B7 | Attachment 1 77 of 95 06/09/2026 CITY OF ATASCADERO 7 10:56AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 04/30/2026 Periods: 0 through 10 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) 1,400.00 3/23/2026 ap IN 15017 235Line Description: 2026 IPW ACTIVATION Vendor: 00406 VISIT SLO CAL Check # 185156 1,695.25 3/31/2026 ap IN 12927 235Line Description: BEER FEST KEYCHAINS Vendor: 06479 VERDIN Check # 185324 63,410.18 63,410.18 0.000000.6077060 Advertising 12,000.00 -75,410.18 0.00 Total Advertising 147.52 155,239.05 155,239.05 81,160.53 -76,149.58 160,250.00 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 -9,637.00 7/31/2025 po LI 12489 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 182985 7Page: ATBID | 6/17/26 | Item B7 | Attachment 1 78 of 95 06/09/2026 CITY OF ATASCADERO 8 10:56AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 04/30/2026 Periods: 0 through 10 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) 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 9,150.00 11/30/2025 ap IN 12679 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184089 8Page: ATBID | 6/17/26 | Item B7 | Attachment 1 79 of 95 06/09/2026 CITY OF ATASCADERO 9 10:56AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 04/30/2026 Periods: 0 through 10 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 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 8,712.00 1/31/2026 ap IN 12799 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 -8,712.00 1/31/2026 po LI 12799 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 1,171.50 1/31/2026 ap IN 12800 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 9Page: ATBID | 6/17/26 | Item B7 | Attachment 1 80 of 95 06/09/2026 CITY OF ATASCADERO 10 10:56AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 04/30/2026 Periods: 0 through 10 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) -1,171.50 1/31/2026 po LI 12800 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 184758 8,472.75 2/28/2026 ap IN 12854 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 185049 -8,472.75 2/28/2026 po LI 12854 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 185049 8,992.50 3/31/2026 ap IN 12892 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 185324 -8,992.50 3/31/2026 po LI 12892 235Line Description: DESTINATION MARKETING SERVICES Vendor: 06479 VERDIN Check # 185324 83,244.97 83,244.97 0.000000.6501125 Promotions Consultants 26,845.53 -110,090.50 0.00 0000.6509010 Other Professional Services 0.00 0.00 0.00 0.00 0.00 0.00 2,291.67 7/1/2025 je GJ JE26 07-32 235Line Description: ATBID Admin Service Fee- July 2,291.67 8/1/2025 je GJ JE26 08-28 235Line Description: ATBID Admin Service Fee- Aug 2,291.67 9/1/2025 je GJ JE26 09-23 235Line Description: ATBID Admin Service Fee- Sep 10Page: ATBID | 6/17/26 | Item B7 | Attachment 1 81 of 95 06/09/2026 CITY OF ATASCADERO 11 10:56AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 04/30/2026 Periods: 0 through 10 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 0000.6509010 Other Professional Services (Continued) 2,291.67 10/1/2025 je GJ JE26 10-19 235Line Description: ATBID Admin Service Fee- Oct 2,291.67 11/1/2025 je GJ JE26 11-19 235Line Description: ATBID Admin Service Fee- Nov 2,291.67 12/1/2025 je GJ JE26 12-19 235Line Description: ATBID Admin Service Fee- Dec 2,291.67 1/1/2026 je GJ JE26 01-15 235Line Description: ATBID Admin Service Fee- Jan 2,291.67 2/1/2026 je GJ JE26 02-16 235Line Description: ATBID Admin Service Fee- Feb 18,333.36 18,333.36 0.000000.6509010 Other Professional Services 0.00 -18,333.36 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 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 10,000.00 12/1/2025 je GJ JE26 09-28 235Line Description: ATBID Sponsorship-Grd Lights 11Page: ATBID | 6/17/26 | Item B7 | Attachment 1 82 of 95 06/09/2026 CITY OF ATASCADERO 12 10:56AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 04/30/2026 Periods: 0 through 10 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) 5,000.00 2/18/2026 ap IN INV021826 235Line Description: 2026 CCCBF SPONSORSHIP Vendor: 07864 CENTRAL COAST BREWERS GUILD Check # 184652 5,000.00 2/19/2026 ap IN 1006 235Line Description: 2026 CIDER FESTIVAL SPONSORSHI Vendor: 07961 CENTRAL COAST CIDER ASSOC Check # 184797 60,000.00 60,000.00 0.000000.6509032 Additional Promotional Services 0.00 -60,000.00 0.00 Total Contract Services 71.24 161,578.33 161,578.33 26,845.53 76,076.14 264,500.00 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 96.86 316,817.38 316,817.38 108,006.06 13,786.56 438,610.00 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 84.36 316,817.38 316,817.38 108,006.06 78,786.56 503,610.00Total Atascadero Tourism Bus Improv Dist 12Page: ATBID | 6/17/26 | Item B7 | Attachment 1 83 of 95 06/09/2026 CITY OF ATASCADERO 13 10:56AM Page:expdetl.rpt Expenditure Detail Report 07/01/2025 through 04/30/2026 Periods: 0 through 10 Grand Total 316,817.38 316,817.38 84.36 108,006.06 78,786.56 503,610.00 13Page: ATBID | 6/17/26 | Item B7 | Attachment 1 84 of 95 FUND TYPE 235 Special Revenue YTD ACTUAL* ACTUAL ACTUAL ACTUAL ACTUAL 2025-2026 BUDGETED 6/30/2022 6/30/2023 6/30/2024 6/30/2025 through 4/30/2026 2025-2026 REVENUES 41530.6300 Taxes and Assessments 409,652$ 431,401$ 419,591$ 442,589$ 345,700$ 510,800$ 45920.0003 Assessment Penalties 933 3,904 657 934 2,647 - 46110.0000 Investment Earnings (11,341) 2,966 30,734 35,844 - 16,210 Total Revenue 399,244 438,271 450,982 479,367 348,347 527,010 EXPENSES 6050000 Office Expense 264 - (5) 24 - 250 6070000 Advertising 127,366 126,556 142,357 253,865 155,239 160,250 6500000 Contract Services ** 143,436 163,051 220,803 223,637 166,162 264,500 6600000 Professional Development 731 - 475 830 - 8,500 6900000 Administration 4,106 4,353 4,202 4,435 3,483 5,110 7805029 Opportunities Funding*** - - - - 22,388 65,000 Total Expenses 275,903 293,960 367,832 482,791 347,272 503,610 NET INCOME/(LOSS)123,341 144,311 83,150 (3,423) 1,075 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$ 749,223$ 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 10,000 Sunken Garden Lights Sponsorship 10,000 Central Coast Brewers Guild 5,000 Destination Marketing Services 83,245 Administrative Services Fee 22,917 166,162$ *** Opportunities Funding Winter Lodging Promo 22,388 22,388$ Atascadero Tourism Business Improvement District (ATBID) Fund 6/9/2026 ATBID | 6/17/26 | Item B7 | Attachment 2 85 of 95 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*564,266.46$ 438,959.77$ 328,976.56$ -$ 1,332,202.79$ * 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 | 6/17/26 | Item B7 | Attachment 3 86 of 95 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 , March 2026 Hotel Performance TOT Revenue Visitor Arrivals Previous Quarter SLO County hotel performance in March topped the previous year, with hotel demand up 16.3% to 222.9K rooms sold. In combination with 3.6% growth in supply, occupancy of 68% grew 12.2%. Revenue notably was up 20.6% YOY. Positive county performance was driven by nearly all submarkets, with demand growth across the board from 10-26%, led by Cambria (26.5%) and North Coast (22.6%), with exception to Atascadero (-2.6%). Note that last year in March, all submarkets had demand decreases ranging from 4-10%. Comp set hotel performance was positive across the board, with SLO County leading demand gains at 16.3%, followed by Monterey County (13.8%) and Santa Barbara County (12.9%). Occupancy was highest in Monterey County at 72.1%, ahead of California at 71.4%, Santa Barbara County at 71%, and SLO County at 68%. TOT for February reached $3.6M, up 10.4% from the previous year. Notably, gains were seen in Arroyo Grande (+31.9%), Unincorporated (+17%), and Morro Bay/SLO City which were both up 13.7%. Fiscal YTD, TOT was $38.6M, down 0.5% YOY. Visitors to San Luis Obispo County in 2025 Q4 (FY 2026 Q2) were 1.8M, up 3.8% from the same quarter one year ago. International visitors decreased 3.2% YOY, but other visitor categories grew: day (3%), overnight (4.2%), and domestic (3.9%). Relative to the same period last calendar year, visits were up3.5%, driven by Day (+4.7%) as well as Overnight (+2.9%), and less by International, which remained down 3.6% for the calendar year. Visa card in-market visitor spending for 2025 Q4 totaled $787.9M, down 2.6% YOY. International spend was down 6.7% YOY, while domestic was up 2.6%.Top origin markets were Santa Barbara ($42.9M), Los Angeles-Long Beach-Anaheim ($32.2M), and Fresno ($16.4M). For the calendar year, spending reached $3.2B, up 7% YOY. Domestic grew 7.1%, while international decreased 8.6%. 222.9K Hotel Demand ▲ 16.3% YOY - Monthly $3,600,058 Transient Occupancy Tax ▲ 10.4% YOY - Monthly $232.1M Total Spending for 2025 Q4 ▲ 3.0% YOY - Quarterly 1.9M Visitors for 2025 Q4 ▲ 3.8% YOY - Quarterly ATBID | 6/17/26 | Item B7 | Attachment 4 87 of 95 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 , March 2026 Date March 2026 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $67$12354.6%19.1K Supply 10.4K Demand $1.3M Revenue ▼ -1.8% ▼ -2.6%▲ 0.0% ▼ -1.8%▲ 0.8% ▼ -2.6% YOY Transient Occupancy Tax Revenue February 2026 - Monthly $3,600,058 San Luis Obispo County ▲ 10.4% 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 69.2% 54.6% 73.7% 68.8% 66.3% 71.9% 62.2% 65.0% 68.2% 68.0% 72.5% 70.1% 70.6% $121 $123 $184 $210 $134 $155 $163 $177 $218 $171 $163 $118 $187 $136 $144 $111 $101 $115 $148 $117 $118 $132 $83 $67 $89 $83 Hotel Performance by Community March 2026 - Monthly Unincorporated San Luis Obispo Pismo Beach Paso Robles Morro Bay Arroyo Grande Grover Beach 1,023,687, ▲ 17.0% 23,523, ▼ -39.0% 839,656, ▲ 13.7% 233,847, ▲ 13.7% 835,743, ▲ 3.7% 563,042, ▲ 5.4% 80,560, ▲ 31.9% Transient Occupancy Tax Monthly, % Change YOY 2023 2024 2025 2026 55% 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 $3.6M Occupancy FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 6/17/26 | Item B7 | Attachment 4 88 of 95 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 , March 2026 Date March 2026 STR Atascadero, CA AirDNA Atascadero Based On Fiscal YOY Change YOY Aggregate Lodging YOY YTD Fiscal YTD YOY Occupancy ADR RevPAR Supply Demand Revenue 48.7%$147.36 $71.69 26.0K 12.7K $1.9M ▲ 3.4%▲ 0.7%▲ 1.7%▲ 1.6%▲ 2.7% ▼ -1.0% 52.1%$158.28 $82.44 231.2K 120.4K $19.1M ▼ -4.2% ▼ -0.1%▲ 2.9% ▼ -6.9% ▼ -4.1% ▼ -2.9% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 54.6%$123.17 $67.27 19.1K 10.4K $1.3M ▼ -1.8% ▼ -2.6%▲ 0.0% ▼ -1.8%▲ 0.8% ▼ -2.6% 58.6%$130.42 $76.44 168.8K 98.9K $12.9M ▼ -6.3% ▼ -0.6%▲ 2.8% ▼ -8.8% ▼ -5.7% ▼ -3.3% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 32.2%$260.70 $83.91 6.9K 2.2K $580.3K ▲ 17.1%▲ 19.7%▲ 6.9%▲ 9.6% ▼ -2.2%▲ 13.8% 34.4%$286.39 $98.65 62.5K 21.5K $6.2M ▲ 0.5%▲ 2.7%▲ 3.2% ▼ -2.6% ▼ -2.1% ▼ -0.5%Apr-25 May-25 Jun-25 Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 $2.2M $2.6M $3.1M $3.1M $3.1M $2.1M $2.3M $2.1M $1.8M $1.3M $1.4M $1.9M 30%30% 36%37% 32% 31%29% 31%38% 30%30% 31% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue ATBID | 6/17/26 | Item B7 | Attachment 4 89 of 95 Source: Azira Monthly Visitation San Luis Obispo County , March 2026 Date March 2026 Report Monthly Based On Fiscal 84% Overnight Trip Share 1.6 days Avg. Length of Stay 52% Repeat Trip Share Top 15 Points of Interest March 2026 - Monthly % Overnight % Repeat Pismo Beach San Luis Obispo Paso Robles Morro Bay Downtown Pismo Beach Atascadero 46 East Paso Wine Country Arroyo Grande Cambria Downtown Cambria Avila Beach Grover Beach Nipomo Cayucos Downtown Paso Robles 52.5% 48.3% 66.1% 51.1% 40.5% 48.4% 48.4% 50.7% 53.2% 64.3% 40.1% 48.8% 56.1% 56.0% 47.3% 82.5% 91.4% 80.3% 87.2% 91.0% 88.7% 88.7% 86.5% 78.4% 84.1% 93.3% 89.1% 80.8% 84.8% 89.5% % Share of Total 2.4% 3.2% 3.2% 4.2% 5.0% 5.9% 5.9% 6.0% 6.3% 7.6% 9.9% 12.7% 14.5% 20.8% 24.5% Los Angeles-Long Beach-Anaheim, CA San Francisco-Oakland-Fremont, CA San Jose-Sunnyvale-Santa Clara, CA Oxnard-Thousand Oaks-Ventura, CA Bakersfield-Delano, CA Fresno, CA Riverside-San Bernardino-Ontario, CA Visalia, CA Sacramento-Roseville-Folsom, CA San Diego-Chula Vista-Carlsbad,CA 12.7% 12.4% 10.8% 10.1% 6.1% 5.8% 4.0% 3.6% 3.2% 2.2% Top 10 Domestic Origin Markets March 2026 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 52.1% Share of Overnight Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 84% FY 2024 FY 2025 FY 2026 ATBID | 6/17/26 | Item B7 | Attachment 4 90 of 95 Source: Azira Community Cross-Visitation Atascadero , March 2026 Date March 2026 Report Monthly Based On Fiscal Primary Atascadero 84.1% Overnight Visitors 64.3% Repeat Share San Luis Obispo Paso Robles Morro Bay 46 East Paso Wine Country Avila Beach Arroyo Grande Grover Beach Templeton Cayucos 46 West Paso Wine Country Shandon Santa Margarita Oceano Cambria 24.0% 18.7% 17.2% 13.4% 11.7% 7.9% 7.6% 6.9% 4.6% 4.6% 4.0% 3.6% 3.3% 3.2% Top Cross-Visited Communities From Atascadero Communities visited by those starting their trip in Atascadero Fresno-Visalia, CA San Francisco-Oakland-San Jose, CA Los Angeles, CA Chico-Redding, CA Sacramento-Stockton-Modesto, CA Monterey-Salinas, CA Bakersfield, CA West Palm Beach-Ft Pierce, FL Santa Barbara-Santa Maria, CA Tulsa, OK Palm Springs, CA Oklahoma City, OK San Diego, CA Dallas-Ft. Worth, TX St. Louis, MO 20.3% 12.0% 11.1% 7.9% 7.9% 6.9% 6.6% 2.3% 2.0% 1.9% 1.4% 1.3% 1.2% 1.1% 0.9% Top Origin Markets Primary Community Visited: Atascadero Origin markets of those starting their trip in Atascadero who cross-visited elsewhere California Valley Pismo Beach Cambria Creston Oceano Grover Beach Cayucos Morro Bay Edna Valley Paso Robles Arroyo Grande San Miguel San Luis Obispo Nipomo San Simeon 1.6 1.6 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.4 1.4 1.4 1.4 1.4 1.4 Top Average Communities Visited per Trip All Community Visitors Average number of communities visited per trip during March 2026 (Month) ATBID | 6/17/26 | Item B7 | Attachment 4 91 of 95 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 , March 2026 Period Ending 2025 Q4 Report Quarterly Based On Fiscal Atascadero, CA Hotel Performance October - December 2025 Occupancy ADR RevPAR $74$12957.3%56.7K Supply 32.5K Demand $4.2M Revenue Transient Occupancy Tax Revenue October - December 2025 $13,316,538 Los Angeles, CA Fresno-Visalia, CA San Francisco-Oakland-San Jo.. Bakersfield, CA Sacramento-Stockton-Modesto.. Monterey-Salinas, CA San Diego, CA Santa Barbara-Santa Maria-Sa.. Palm Springs, CA Chico-Redding, CA 2.0% 2.3% 2.6% 2.7% 5.2% 7.5% 8.5% 13.9% 16.1% 19.4% Top 10 Domestic Origin Markets October - December 2025, % Share of Trips Phoenix, AZ Seattle, WA San Diego, CA Denver, CO Portland, OR San Francisco, CA Las Vegas, NV Dallas-Fort Worth, .. Los Angeles, CA Chicago, IL 11.8% 7.9% 7.7% 5.2% 5.2% 4.2% 3.9% 3.0% 2.7% 2.0% Top 10 Origin Markets by Air October - December 2025, % Share of Total Restaurants Lodging Grocery Stores/Supermarkets Fast Food Restaurants Automated Fuel Dispensers Wholesale Clubs Pkg Stores/Beer/Wine/Liquor Discount Stores Bars/Taverns/Lounges/Discos Service Stations 24.4% 11.0% 8.7% 6.8% 6.7% 3.5% 3.0% 2.7% 1.9% 1.9% Domestic Visitor Spending* October - December 2025 , % Share of Spending *Excluding Residents 64.1% Overnight 35.9% Day 1.9M Visitors Total Visitation October - December 2025 % Share of Trips 49.4% Deplanements 50.6% Enplanement 214.1K Passengers Airport Deplanements & Enplanement October - December 2025 SLO CAL Regional Airport ATBID | 6/17/26 | Item B7 | Attachment 4 92 of 95 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , March 2026 Date March 2026 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales $1.16M$78.6M$20.2M0.16M ▼ -15.0% ▼ -11.4% ▼ -4.0% ▼ -5.5% YOY Switch Visitors Switch Tasting Room Sales Switch DTC Total Sales Switch On-Site Event Sales 12,353422,643109,107897 ▼ -15.0% ▼ -11.4% ▼ -4.0% ▼ -5.5% YOY SLO CAL Region Visitation by Year March 2026 - Monthly FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area 13.9K 20.5K 12.6K 3.0K 6.6K 20.2K 7.1K 9.8K 2.7K 5.4K 10.3K 21.9K 4.9K 2.3K 5.7K 21.4K 6.8K 9.1K 2.2K 4.9K 22.2K 7.4K 8.5K 2.1K 4.8K Average DTC Sales by Region March 2026 - Monthly FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area $2.7M $4.2M $5.2M $1.0M $1.1M $2.1M $3.4M $8.6M $0.7M $0.7M $1.5M $3.7M $8.8M $0.5M $0.7M $1.5M $2.6M $9.6M $0.6M $0.5M $1.8M $2.6M $9.1M $0.4M $0.5M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 45K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $14,348.3K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 6/17/26 | Item B7 | Attachment 4 93 of 95 This Page Intentionally Left Blank 94 of 95 Tab 2 - Multi-Segment Currency: USD - US DollarVisit SLO CALFor the month of: April 2026 Percent Change from April 2025 Percent Change from YTD 2025 April-26 2026 2025 2026 2025 2026 2025 Occ ADR RevPAR Room Rev Room Avail Room Sold 2026 2025 2026 2025 2026 2025 Occ ADR RevPAR Room Rev Room Avail Room Sold Census Sample Census Sample Arroyo Grande, CA+64.7 68.8 140.58 134.84 91.00 92.83 -6.0 4.3 -2.0 -2.0 0.0 -6.0 61.5 57.5 120.32 115.78 73.94 66.56 6.9 3.9 11.1 11.1 0.0 6.9 7 4 438 371 Atascadero, CA+60.5 62.8 136.06 133.78 82.36 84.05 -3.6 1.7 -2.0 -0.3 1.8 -1.9 53.0 54.1 121.05 120.16 64.12 65.03 -2.1 0.7 -1.4 -1.0 0.4 -1.7 8 6 627 586 Cambria, CA+74.8 69.7 201.42 187.73 150.66 130.78 7.4 7.3 15.2 15.2 0.0 7.4 65.3 58.7 185.51 179.01 121.13 105.07 11.2 3.6 15.3 15.3 0.0 11.2 21 14 751 480 Morro Bay, CA+68.7 65.4 149.87 139.70 103.01 91.41 5.0 7.3 12.7 13.9 1.0 6.1 60.4 55.6 135.28 125.25 81.73 69.65 8.6 8.0 17.3 17.6 0.3 8.9 32 9 984 432 Paso Robles, CA+70.5 69.1 202.91 191.23 142.98 132.09 2.0 6.1 8.2 17.5 8.5 10.7 59.8 60.1 179.27 178.00 107.28 107.05 -0.5 0.7 0.2 8.8 8.5 8.0 23 12 1616 1126 Pismo Beach, CA+68.1 71.0 242.52 231.63 165.06 164.44 -4.1 4.7 0.4 0.8 0.4 -3.8 62.4 61.5 212.26 202.51 132.35 124.50 1.4 4.8 6.3 6.7 0.4 1.8 29 16 2020 1572 San Luis Obispo, CA+76.7 73.2 195.07 183.34 149.63 134.22 4.8 6.4 11.5 10.2 -1.1 3.6 70.2 67.2 168.76 163.56 118.46 109.84 4.5 3.2 7.8 13.2 5.0 9.7 41 25 2628 1955 San Simeon, CA+72.1 57.1 129.97 122.57 93.73 69.97 26.3 6.0 34.0 11.6 -16.7 5.3 63.3 47.5 118.40 115.14 74.89 54.68 33.2 2.8 37.0 14.1 -16.7 10.9 9 4 500 247 Five Cities+68.1 71.0 236.28 222.83 160.89 158.10 -4.0 6.0 1.8 2.7 0.9 -3.2 62.5 61.0 206.23 196.12 128.96 119.56 2.6 5.2 7.9 8.8 0.9 3.5 47 25 2894 2168 North Coast+73.3 65.0 170.42 159.26 124.84 103.54 12.7 7.0 20.6 12.6 -6.6 5.3 64.3 54.7 155.70 150.46 100.05 82.31 17.5 3.5 21.5 13.5 -6.6 9.7 39 18 1419 727 North County+67.7 67.3 185.30 174.65 125.44 117.47 0.6 6.1 6.8 13.7 6.5 7.2 58.0 58.4 163.70 161.46 94.91 94.26 -0.7 1.4 0.7 6.8 6.1 5.4 32 18 2270 1712 South County+72.2 72.1 215.76 203.82 155.79 146.85 0.2 5.9 6.1 6.0 -0.1 0.1 66.2 63.9 187.58 180.41 124.17 115.23 3.6 4.0 7.8 10.8 2.8 6.6 87 50 5504 4123 San Luis Obispo County 70.6 69.4 195.12 184.70 137.74 128.22 1.7 5.6 7.4 9.2 1.7 3.4 63.1 60.5 172.26 166.46 108.67 100.77 4.2 3.5 7.8 11.2 3.1 7.4 200 96 10580 7126 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 - April 2026 vs April 2025 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 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: 2026 STR, LLC / STR Global, Ltd. trading as "STR". Year to Date - April 2026 vs April 2025 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR ATBID | 6/17/26 | Item B7 | Attachment 5 95 of 95