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TBID_2026-08-19_Meeting AgendaPacket (2)
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 55 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, August 19, 2026, at 2:30 P.M. City of Atascadero, Club Room, 4th Floor 6500 Palma Ave. Atascadero, California CALL TO ORDER: ROLL CALL: Board Member, Nikki Inman, Holiday Inn Express Board Member, Clint Pearce, Madonna Enterprises Board Member, Sarah Maggelet, Templeton Vacation Rentals Board Member, Chris Oh, The Carlton/ Everlygrove Property Mgmnt. Vacancy PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address the Board on any matter not on this agenda and over which the Board has jurisdiction. Speakers are limited to three minutes. Please state your name for the record before making your presentation. The Board may take action to direct the staff to place a matter of business on a future agenda. PRESENTATION 1. ATBID Board Bylaws & Resolutions A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – June 17, 2026, Special Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve June 17, 2026, Special Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. ATBID Board Member Vacancy for the 2026-2028 Two-Year Term ▪ Fiscal Impact: None. ▪ Recommendations: ATBID Advisory Board to discuss and provide staff direction for the unscheduled Board Member vacancy for the 2026-2028 Two-Year Term. [City] 2. Election of Chairperson and Vice Chairperson for the Atascadero Tourism Business Improvement District (ATBID) Advisory Board for the 2026-2027 Fiscal Year Term ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Board to elect one member to serve as Chairperson and one member to serve as Vice Chairperson for the ATBID Advisory Board for the 2026- 2027 fiscal year term. [City] 2 of 55 3. Quarterly Marketing Report Recap & Annual Review ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file Verdin Marketing’s Quarterly Marketing Report for Q4 2026 and Annual Review for FY25-26. [Verdin Marketing] 4. Garden Lights & Winter Nights Event Recap 2025 & Event Request 2026 ▪ Fiscal Impact: $10,000. ▪ Recommendation: ATBID Advisory Board: ▪ Receive and file recap of the 2025 event summary and attendance results. ▪ Provide staff direction on the 2026 event support request renewal. [City] 5. Christmas at Santa Margarita Ranch 2025 Event Recap & 2026 Event Request ▪ Fiscal Impact: Up to $7,500. ▪ Recommendation: ATBID Advisory Board: ▪ Receive and file recap of the marketing results of the December 2025 event summary and attendance results. ▪ Provide staff direction on the 2026 event support request renewal. [Santa Margarita Ranch] 6. Additional Expenses for Del Mar Food & Wine Festival Co-op ▪ Fiscal Impact: Up to $8,500. ▪ Recommendation: ATBID Advisory Board provide staff direction regarding additional expenses for participation at the 2026 Del Mar Food & Wine Festival. [City/ SLO CAL/ Verdin] 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. Rules of the Annual Assessment (September). 2. Sensorio Preferred Partner Program (September). 3. Review of Hotel Beds Co-op Program (September). 4. Expense Threshold Amount that doesn’t require ATBID Board Approval. (September) 5. Central Coast Zoo Update (October). F. ADJOURNMENT: 3 of 55 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA DRAFT MEETING MINUTES Wednesday, August 19, 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 2:31 P.M. ROLL CALL: Present: Board Members Clint Pearce and Christopher Oh, Vice Chairperson Sohi, Chairperson Harden Vacant: None. Absent: Board Member Sarah Maggelet. Staff Present: Terrie Banish, Director Community Services & Promotions PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment: Maira Arellano, Director of Sales at Everly grove. Chairperson Harden closed public comment. A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – June 17, 2026, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve June 17, 2026, Regular Meeting Draft Action Minutes. [City] MOTION BY: Sohi SECOND BY: Pearce 1. Approve Consent Calendar. AYES (4): Pearce, Oh, Sohi, Harden ABSENT (1): Maggelet. VACANT (0): None. Passed 4-0 4 of 55 ATBID | 08/19/26 | Item A1 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]. Manual Barba from Vino Robles Ampitheatre presented the items and answered questions from the board. (Exhibit A) PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. The Board deferred a motion and requested more data be brought back to August meeting. 2. Central Coast Craft Beer Festival 2026 Event Recap & 2027 Event Support Renewal Application ▪ Fiscal Impact: $5,000. ▪ Recommendation: 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] Andres Nuno with En Fuego Events 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. 1. The Board received and filed recap of the 2026 event summary and attendance results from March 2026. MOTION BY: Oh SECOND BY: Sohi 2. The Board motioned to approve the renewal for 2027. AYES (4): Pearce, Oh, Sohi, Harden ABSENT (1): Maggelet. VACANT (0): None. Passed 4-0 3. Central Coast Cider Festival 2026 Event Recap & 2027 Event Support Renewal Application ▪ Fiscal Impact: $5,000. ▪ Recommendation: ATBID Advisory Board: 5 of 55 ATBID | 08/19/26 | Item A1 SECOND BY: Oh 2. The Board motioned to approve the renewal for 2027. AYES (4): Pearce, Oh, Sohi, Harden ABSENT (1): Maggelet. VACANT (0): None. Passed 4-0 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] Terrie Banish with the City and Matt Halverson with SLOCAL 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. MOTION BY: Pearce SECOND BY: Oh The Board motioned to approve and move forward with the 2026-2027 Visit SLO CAL Co-op Partner Opportunities for $73,150. AYES (4): Pearce, Oh, Sohi, Harden ABSENT (1): Maggelet. VACANT (0): None. Passed 4-0 6 of 55 ATBID | 08/19/26 | Item A1 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] Andres Nuno with En Fuego Events 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. 1. The Board received and filed recap of the 2026 event summary and attendance results from April 2026. MOTION BY: Pearce 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] Terrie 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 approved changes to the Special Event Program and Program Tiers. 6. 2026 IPW Conference Review ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the 2026 IPW Conference review and budget recap. [City] Terrie Banish with the City presented the items and answered questions from the board. (Exhibit B) PUBLIC COMMENT: Chairperson Harden opened public comment. The following citizens provided public comment on this item: None. Chairperson Harden closed public comment. The Board received and filed the 2026 IPW Conference review and budget recap. 7. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report Update & Performance Results. [City] Terrie 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 the Budget Report Update & Performance Results. C. UPDATES: 1. Visit SLO CAL Board & Marketing Committee Updates. [Visit SLO CAL/Marketing Committee liaisons] 2. Marketing Update. [Verdin Marketing] 3. City Business and Administrative Update. [City] D. BOARD MEMBER COMMENTS: None. 7 of 55 ATBID | 08/19/26 | Item A1 8 of 55 ATBID | 08/19/26 | Item A1 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: Chairperson Harden adjourned the meeting at 4:29 P.M. MINUTES PREPARED BY: ______________________ Ashley Zamora Recreation Coordinator Exhibit A: Vina Robles Sponsorship Information Exhibit B: IPW Lead Document CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 8/19/26 ATBID Board Member Vacancy for the 2026-2028 Two-Year Term RECOMMENDATION: ATBID Advisory Board to discuss and provide staff direction for the unscheduled Board Member vacancy for the 2026-2028 Two-Year Term. DISCUSSION: On July 16, 2026, Patricia Harden submitted her formal email correspondence resigning from the ATBID Board effective immediately. This notification creates a vacancy on the Board for the two-year term, 2026-2028. According to the ATBID Bylaws, Resolution No. TBID 2015-002 under Article II – Officers, Section 7. Resignation states that the Advisory Board can make a recommendation to the City Council who will appoint a new Board Member. In response to the resignation letter, staff informed the Lodging Owners via email and regular mail that there was a vacancy on the Board and if anyone that was a hotel lodging owner submit their resume to fill the vacancy. The letter also noted that the ATBID Advisory Board will be making a recommendation to City Council to fill the vacancy and presented at the next Council Meeting, being September 8th. Letters notifying each lodging business owner of the vacancy, and the deadline to submit resumes, if interested, were emailed on July 23, 2026, and mailed out on July 23, 2026. The outreach efforts to inform the lodging owners and request resumes for candidates interested in the position resulted in one resume from a vacation rental by Peggy David, owner and operator of The Bungalow at Camp David in Atascadero. The board position is for a hotelier, and no hotelier resumes were received. For the current ATBID Board member vacancy, without any qualified resumes for the hotelier Board position, the Board can make a recommendation to City Council to fill the vacancy OR go back out for resumes. Since this is the beginning of a 2-year term, the option of postponing assignment of a board member would leave the current position vacant for a year. Outreach for renewal for the second year of the 2-year term (beginning July 1, 2027) will start at the beginning of 2027. Tourism Business Improvement District (TBID) (2-Year Terms) The Atascadero Municipal Code § 3-16.07 (b) states that membership on the ATBID Board is limited to Lodging Business owners or employees or other representatives holding the written consent of a Lodging Business owner within the ATBID area, who has fully paid its assessment at the time of the appointment and remain fully paid during the term of the membership on the Board. The ATBID 9 of 55 8/19/26 | Item B1 | ATBID Staff Report Advisory Board is comprised of five members with four (4) members representing lodging owners in a commercial zone with twenty-five (25) rooms or more and one (1) member representing Vacation Rental/ Bed & Breakfast/Short Term Rental properties that are not considered hotels under the City’s zoning code. Following provides the current ATBID Board Members and their terms: BOARD MEMBER LODGING FACILITY TERM EXPIRES 6/30/2028 TERM EXPIRES 6/30/2027 Vacancy Vacancy X Nikki Inman Holiday Inn Express X Chris Oh The Carlton X Sarah Maggelet Templeton Vaca Rentals X Clint Pearce Hilton Home 2 Suites X FISCAL IMPACT: None. ATTACHMENTS: 1. Patricia Harden ATBID Board Resignation Letter 2. ATBID Board Unscheduled Vacancy Letter to Lodging Owners 3. Peggy David Resume, The Bungalow at Camp David 10 of 55 July 14, 2026 Dear Members of the Atascadero Tourism Business Improvement District Board & City Staff, Please accept this letter as my formal resignation from the ATBID Board, effective immediately. I have accepted a new position in Paso Robles and, as a result, no longer meet the qualifications to serve on the Board. It has been an honor to serve alongside such a dedicated group of professionals over the past six years. I am grateful for the opportunity to contribute to the continued growth and success of tourism in Atascadero, and I sincerely appreciate the relationships and experiences I have gained during my time on the Board. Thank you for the opportunity to serve. I wish the Board and the City continued success, and I look forward to seeing Atascadero continue to thrive. Sincerely, Patricia Harden 11 of 55 Terrie Banish Director Community Services & Promotions July 23, 2026 Subject: ATBID Advisory Board Vacancy Dear Atascadero Lodging Business Owner, The Atascadero Tourism Business Improvement District (ATBID) Advisory Board is sending this letter to notify each Lodging Business in the ATBID area that we have had a recent resignation on the Board that has created a vacancy for a Board position that needs to be filled. We are currently accepting resumes to fill this position. The two-year term for this vacancy expires June 30, 2028 (7/1/26-6/30/28). The Atascadero City Council established the Atascadero Tourism Business Improvement District (ATBID) in 2013, to collect an assessment to be used for tourism promotions and marketing programs to promote the City as a tourism destination and to increase transient stays at lodging businesses. The ATBID is made up of five Board Members nominated by lodging owners and appointed by the City Council. The ATBID Advisory Board recommends the expenditure of ATBID assessment revenues in accordance with the ATBID program and budget approved by the City Council. Board members are responsible for attending the monthly ATBID meetings and thoroughly review the information presented at these meetings, providing valuable input for Atascadero tourism. Meetings for the ATBID are held in person only at City Hall on the 3rd Wednesday of the Month from 2:30 – 4:30 pm, except in the months of July and December. The only exception is when there is a special meeting added or there is not a quorum, and the current meeting needs to be moved. The ATBID is made up of five Board Members appointed by the City Council and includes one (1) Vacation Rental/ Short Term Rental/ B&B and four (4) Hoteliers whose property is in a commercial zone with 25 rooms or more. As of today, one board position is open to be filled by a hotelier. Membership of the ATBID Advisory Board is limited to Lodging Business owners, employees or other representatives holding the written consent of a Lodging Business owner within the ATBID area. To sponsor a member on the ATBID Advisory Board, each Lodging Business must have fully paid its ATBID assessment at the time of the appointment and remain fully paid during the term of that representative’s membership on the Board. Pursuant to City Council Resolution No. 2013-008 and ATBID Resolution No. 2015-002 the ATBID Advisory Board is sending this letter to notify each Lodging Business in the ATBID area that there is one board position to be appointed to serve through the term. The term of this Board position expires on June 30, 2028. The Advisory Board Members will be appointed by the City Council, which is part of the resignation process required by the ATBID Advisory Board bylaws. If you are interested in serving on the ATBID Board, please submit your resume and supporting documentation to the following address: City of Atascadero c/o Terrie Banish, ATBID Destination Management Admin 6500 Palma Avenue Atascadero, CA 93422 12 of 55 Deadline for submission is August 7, 2026. The ATBID Board will then review the resumes at the August 19th ATBID Advisory Board meeting and make a recommendation for the vacancy to City Council. The City Council will then review and appoint the new board member to fill this position in the next available City Council meeting. Should you have any questions, please contact ATBID Destination Management Administrative Services at 805- 470-3490. Sincerely, Terrie Banish Terrie Banish, ATBID Destination Management Administrative Services 13 of 55 14 of 55 15 of 55 This Page Intentionally Left Blank 16 of 55 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 8/19/26 Election of Chairperson and Vice Chairperson for the Atascadero Tourism Business Improvement District (ATBID) Advisory Board for the 2026-2027 Fiscal Year Term RECOMMENDATION: ATBID Board to elect one member to serve as Chairperson and one member to serve as Vice Chairperson for the ATBID Advisory Board for the 2026-2027 fiscal year term. DISCUSSION: The ATBID Chairperson facilitates ATBID Board meetings and is expected to be prepared and knowledgeable about items on the agenda, vendors, and Board policies and procedures. Additionally, the ATBID Chairperson should be aware of the legalities and practices regarding public advisory boards. The Vice Chairperson is expected to act as ATBID Chairperson in case the Chairperson is absent or otherwise unable to lead an ATBID meeting. For four consecutive years, Board Member Patricia Harden served as the Chairperson for the ATBID Board for the previous term. Board Member Amar Sohi served as the Vice Chairperson for the ATBID Board for the previous term. FISCAL IMPACT: None. ATTACHMENTS: None. 17 of 55 This Page Intentionally Left Blank 18 of 55 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 8/19/26 Quarterly Marketing Report Recap & Annual Review RECOMMENDATION: ATBID Advisory Board receive and file Verdin Marketing’s Quarterly Marketing Report for Q4 2026 and Annual Review for FY25-26. DISCUSSION: Following will provide an overview of the Quarter 4 Marketing Report and the FY26 Year-End Report for Visit Atascadero’s promotional efforts. For the Quarter 4 Marketing Report, Atascadero closed with strong performance across paid, owned and earned media. Paid media generated more than 3.1 million impressions and 51,000 clicks, with Google Search continuing to drive highly qualified traffic at a 3.49% CTR. Meta contributed nearly 19,000 clicks across evergreen and boosted content, while YouTube delivered more than 1.6 million impressions and OTT supported upper-funnel awareness with a 97% video completion rate. Owned media also performed well, with email open rates remaining above 40% and continued social audience growth. Instagram followers increased 6.5% to 15,269, while Facebook reached 8,982 followers. Website traffic also showed positive year-over-year growth, with 99,550 unique visitors, up 15%, and 135,079 visits, up 2%. Pageviews totaled 198,503, down 29% year over year. Earned media efforts continued through submissions to Visit California and Visit SLO CAL, helping maintain destination visibility and support seasonal and experience-driven storytelling. Visit Atascadero’s FY26 Year-End Marketing Report delivered strong, integrated performance across paid, owned and earned channels. Paid media generated more than 10 million impressions and 118,000 clicks across Google Search, YouTube, Meta and OTT, supporting both broad destination awareness and qualified website traffic. Owned media remained a strong part of the program, with monthly e-newsletters distributed during the year and continued social audience growth. Visit Atascadero ended FY26 with 15,269 Instagram followers and 8,982 Facebook followers, while Facebook and Instagram generated nearly 470,000 combined video views. Website traffic totaled 328,663 unique visitors, 457,099 visits and 755,082 pageviews during FY26. 19 of 55 Earned media and partnership outreach also maintained visibility through ongoing submissions and coverage tied to seasonal events, outdoor recreation, culinary experiences and other destination stories. Overall, FY26 demonstrated a balanced marketing approach that supported awareness, engagement and website visitation, providing a strong foundation for continued optimization in FY27. In addition, Verdin Marketing will provide an oral presentation that provides an annual review on the successes across all media for the FY25-26. FISCAL IMPACT: None. ATTACHMENT: 1. Visit Atascadero Marketing Budget FY26 2. Visit Atascadero Paid Media Plan FY27 20 of 55 April 9, 2026 Marketing Budget Visit Atascadero | Budget: $265,000 Detailed Spending Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Proj. Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining Strategy/Planning/Meetings $26,000 $1,997 $1,997 $1,387 $2,104 $1,903 $995 $2,426 $1,856 $2,261 $2,244 $3,275 $3,557 $26,000 $0 Creative Developement $39,000 $2,691 $2,986 $3,188 $3,416 $2,360 $696 $1,568 $1,040 $2,475 $5,971 $4,899 $7,712 $39,000 $0 Photo/Video Asset Development $23,434 - - - - - - - - --$116 $23,319 $23,434 $0 Website Blog and Updates $12,000 $1,309 $1,095 $352 $1,121 $814 $55 $819 $1,298 $617 $1,517 $1,375 $1,630 $12,000 $0 Social Media $24,000 $1,998 $1,998 $1,998 $1,932 $2,080 $1,981 $1,866 $2,047 $1,998 $1,915 $2,080 $2,110 $24,000 $0 Email Marketing $15,000 $1,000 $1,247 $1,181 $1,231 $1,247 $1,247 $1,297 $1,221 $1,238 $1,317 $1,019 $1,755 $15,000 $0 Public Relations $11,566 $933 $782 $607 $1,848 $615 $201 $528 $660 $330 $1,888 $2,746 $429 $11,566 $0 Media Planning $6,000 $495 $479 $627 $495 $446 $495 $528 $512 $512 $561 $776 $77 $6,000 $0 Media Buy $98,000 $5,146 $3,855 $6,600 $7,398 $8,647 $8,605 $10,006 $9,797 $13,033 $9,500 $8,770 $6,644 $98,000 $0 Summary: Actual to Budget Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL Invoice Totals $255,000 $15,568 $14,437 $15,940 $19,543 $18,110 $14,276 $19,036 $18,429 $22,461 $24,912 $25,055 $47,232 $254,999 Added Value $1,353 $1,749 $677 $3,779 Additional Scope Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Actual Proj. Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL Remaining Spartan Swag $500 $446 $446 $54 Winter Lodging Promotion Creative $6,282 $5,091 $1,192 $6,282 $0 Winter Lodging Promotion Gift Cards $6,106 $6,106 $6,106 $0 Winter Lodging Promotion Media Buy $20,000 $5,000 $5,000 $5,000 $5,000 $20,000 $0 Key Chain Swag $1,700 $1,695 $1,695 $5 Summary: Actual to Budget Budget Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun TOTAL TOTAL Invoice Totals $34,588 $0 $0 $446 $0 $0 $11,196 $6,192 $5,000 $1,695 $5,000 $5,000 $0 $34,530 Added Value $0 21 of 55 Budget: $125,000 Projections Projections Projections Projections Projections Projections Projections Projections Projections Projections Projections Projections Visit Atascadero 2026 - 2027 Media Plan Targeting Behaviors Target Region Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Total Digital Advertising Google Search Value escapers, short getaway groups, family- fun planners Bay Area, LA DMA (LA/Ventura), Central Valley $1,800 $3,200 $4,500 $4,500 $3,800 $2,000 $3,800 $4,000 $4,000 $3,200 $2,400 $2,400 $39,600 YouTube Value escapers, short getaway groups, family- fun planners Bay Area, LA DMA (LA/Ventura), Central Valley $1,400 $1,400 $1,400 $1,500 $1,500 $1,400 $1,400 $10,000 Retargeting - YouTube Value escapers, short getaway groups, family- fun planners Bay Area, LA DMA (LA/Ventura), Central Valley $400 $550 $1,250 $1,250 $1,250 $1,000 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $14,700 Retargeting - GDN - ValueAdd Value escapers, short getaway groups, family- fun planners Bay Area, LA DMA (LA/Ventura), Central Valley $400 Micro-campaigns/Reactive $12,050 $12,050 Print Advertising SLO CAL Visitors Guide - Full Page SLO County and select out of area markets $3,650 [1] $3,650 Social Advertising Meta (FB & IG) Value escapers, short getaway groups, family- fun planners Bay Area, LA DMA (LA/Ventura), Central Valley $2,500 $2,500 $3,000 $3,000 $3,000 $2,500 $4,000 $4,000 $3,000 $2,500 $2,500 $1,500 $34,000 Meta (FB & IG) - Retargeting Bay Area, LA DMA (LA/Ventura), Central Valley $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $5,000 Meta Boosts NA $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $500 $6,000 Total $8,750 $6,750 $11,150 $11,150 $10,450 $6,500 $11,800 $12,000 $10,900 $9,600 $7,400 $18,450 $125,000 22 of 55 [1] 1/2 page of placement 23 of 55 This Page Intentionally Left Blank 24 of 55 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 8/19/26 “Garden Lights & Winter Nights” 2025 Event Recap & 2026 Event Request RECOMMENDATIONS: ATBID Advisory Board: 1. Receive and file recap of the 2025 event summary and attendance results. 2. Provide staff direction on the 2026 event support request renewal. DISCUSSION: In 2024, the City of Atascadero created a signature event, Garden Lights & Winter Nights, attracting residents and visitors to our Downtown that would span over six weeks during the holidays. This unique opportunity to decorate the Sunken Gardens area at a key time of year and transform the park into a festive environment was important during the construction of the ECR Project and an opportunity to bring back what was in place seven years ago when the trees were adorned with holiday lights. The City continued into 2025 with the same contractor to continue this major holiday attraction in the Downtown. In 2026, we are working with a new lighting contractor and the City is also working to purchase a signature tree. For the City to continue offering this opportunity as a signature event, we are continuing to work with an exclusive list of sponsors to be a part of it. The City would like to continue working with the ATBID to partner on this event in an effort to keep “Garden Lights & Winter Nights” a signature event. With assistance in funding this event can continue to gain in popularity and add to the impactful content across Visit Atascadero’s social media platforms. In return, the City will promote the ATBID through correspondence with the media, as well as in paid media including all flyers, banners, radio, print ads, and KSBY, as well as owned media through our City’s social media platforms and City website. The goal is to drive traffic to Atascadero during the holiday season and make reservations at our lodging properties. The popularity of the first two events has been well received. The City will provide an oral presentation highlighting the success of last year’s event along with marketing results and ongoing attendance growth in the Downtown. This event provides both the City and the ATBID lodging community with an opportunity to continue a partnership that will indeed grow to be a bigger attraction each year during the holiday season. Event begins Friday, Dec. 4th through January 10, 2027. FISCAL IMPACT: Up to $10,000. ATTACHMENTS: 1. “Garden Lights & Winter Nights” 2026 Event Sponsorship Application 25 of 55 1 Event Support Application Form Requesting Organization: ____City of Atascadero______________________________ Contact: __Terrie Banish______________ Phone Number: __(805) 235-2539_______ Email: __tbanish@atascadero.org______ Mailing Address: _6500 Palma Ave.___ City, State, Zip: __Atascadero, CA 93422_____________________________________ Name of Event: ___” Garden Lights & Winter Nights”________________________ Event Description: Over 3,000 lights will adorn the Downtown Sunken Gardens, City Hall & Centennial Pedestrian Bridge with a beautiful holiday display featured from December 4th through January 10th for all ages, residents and visitors to enjoy. It will encourage all ages to make the Downtown their first choice to shop and check out the many drink and eating establishment, as well as choose Atascadero as an option to stay and experience the holiday ambiance and the variety of entertainment offered in the area. Event Dates/Times: __December 4th – January 10th ___________________________ Is event located in Atascadero? YesXX Venue Name: __”Historic City Hall & Sunken Gardens & Light tunnel to the Centennial Bridge plus a signature tree 26’ plus! __________________________ Venue Location: _Downtown Atascadero________________________________ Event Website: ___www.VisitAtascadero.com/events ________________________ Are you receiving event support from the City of Atascadero? Yes 26 of 55 2 Total Anticipated Attendees: _20,000__ Portion from Outside SLO County: __20___% (guestimate as it’s a free event) 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: ___Last year was our first year doing this and it was very well received by all of our visitor’s and our residents. Are tickets sold for your event? If so, please provide the price per ticket and any package opportunities. N/A Crowd Control Safety Plan Details: N/A ______________________________________________________________________ Will the event require an ABC Permit? No Has a City permit been issued for your event or contracted the venue for your event date? Yes Describe how the event supports Visit Atascadero’s mission and goals: _The event promotes visiting Atascadero and visiting the Downtown during a month-long program during a time where lodging need to have people staying in our City. Another reason for people to come and stay in Atascadero. Select eligible event tier for your event (eligibility is based on one or more qualifying factors and additional considerations): X Tier 1 Tier 2 Tier 3 XX XX 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 27 of 55 3 Additional details about eligible event tier qualification: Sponsorship at the highest tier will provide exposure and tie-ins to our other signature Holiday events including Light up the Downtown, Winter Wonderland, and the Zoo’s Holiday Magic event. Support Request (desired monetary amount or in-kind marketing support): $10,000 monetary and then we will be advertising the event locally as well. 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 To offset the cost of the lighting contractor at $65k. 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 Other sponsors are being reached out to – Avila Traffic, PG&E, Souza, etc. 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. Marketing will include traditional media, outdoor billboards and banners, social media. Total budget for marketing $5,000. 28 of 55 4 Please share your intended public relations outreach. Four Press releases talking about the lighting and all the events, and for each of the four holiday events – each one talking about “Garden Lights & Winter Nights.” We will also have radio interviews throughout that time frame. How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials, website, and at the event)? We will recognize it across all of the promotional materials, social media posts and website. What opportunities do you plan to offer that specifically promote lodging in Atascadero? _We can run a promotion for all of the hotels and work with Verdin to promote the reason to come stay here with a Social Media Giveaway for one hotel night and add a shopping spree downtown. Additional Details: Lighting will be added this year to the area to make it even more special! 29 of 55 5 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. 30 of 55 6 ***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 ___Terrie Banish____________ Date ____8/13/26_______ In case of questions or the need for clarification, please contact the Destination Liaison, Terrie Banish at tbanish@atascadero.org. 31 of 55 This Page Intentionally Left Blank 32 of 55 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B5 8/19/26 Christmas at Santa Margarita Ranch 2025 Event Recap & 2026 Event Request RECOMMENDATIONS: ATBID Advisory Board: 1. Receive and file recap of the marketing results of the December 2025 event summary and attendance results. 2. Provide staff direction on the 2026 event support request renewal. DISCUSSION: In 2023, Santa Margarita Ranch and American General Media hosted the inaugural “Christmas at the Ranch,” complete with the enchanting Pacific Coast Railroad’s Jungle Bell Express pulling in the Polar Express theming and adding all the fun elements to the holiday season. In 2024, the event expanded and the ATBID Advisory Board jumped on as the official lodging partner for “Christmas at the Ranch,” in an effort to be a part of the ongoing promotional excitement this attraction brings to our area through the month of December. In 2024, the ATBID was the “Official Lodging Partner” with sponsorship approved at $7,500 and in 2025, the sponsorship continued with the same program and investment level of $7,500. This year, the event request is for $7,500. The popularity of this event has grown each year, and the event organizer will provide an oral presentation highlighting the success of last year’s event along with marketing results, attendance growth and visitation to the area. This event provides both the event promoter and the ATBID lodging community an opportunity to continue a partnership that will indeed grow to be a bigger attraction each year for our area during the holiday season. Event will take place every Friday, Saturday and Sunday evening from Thanksgiving weekend through the weekend before Christmas. FISCAL IMPACT: Up to $7,500. ATTACHMENTS: 1. Christmas at Santa Margarita Ranch 2026 Event Sponsorship Application 33 of 55 34 of 55 35 of 55 36 of 55 37 of 55 38 of 55 39 of 55 40 of 55 41 of 55 This Page Intentionally Left Blank 42 of 55 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B6 08/19/26 Additional Expenses for Del Mar Food & Wine Festival Co-op RECOMMENDATION: ATBID Advisory Board provide staff direction regarding additional expenses for participation at the 2026 Del Mar Food & Wine Festival. DISCUSSION: As we are preparing for the new opportunity as part of the SLO CAL Co-op for the Del Mar Food & Wine Festival, there are items that are outside the scope of the booth space and representation of Visit Atascadero at the event. Following are the items we are considering adding: Visit Atascadero Swag Item: Koozies $6,435 • Swag Design: Visit Atascadero logo: $1,435 • Swag Hard Costs: Production/shipping for 4,000 Koozies: $5,000 • Wild Fields Brewing is working to represent Visit Atascadero, which works well with the theme for the Food & Wine festival and the Koozies themed with Visit Atascadero. Travel & Expenses: The estimate includes airfare, rental car, gas, hotel, and meals: $2,000 Additional Expense Total: $8,435 At this time, the Del Mar Food & Wine Festival Co-op is one of the SLO CAL Co-ops approved by the ATBID Board for the FY26-27. This is a new Co-op and both the DMO and Verdin Marketing are working hand in hand with SLO CAL on the details of the booth and each of the destinations participating. Representatives at the booth will be DMO Terrie Banish on Saturday & Sunday and City Manger Jim Lewis on Saturday. We will learn more about Wild Fields Brewhouse attending in the coming weeks. They have a presence in the San Diego market that make this ideal to consider attending for their business. FISCAL IMPACT: Up to $8,500 ATTACHMENT: None. 43 of 55 This Page Intentionally Left Blank 44 of 55 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B7 8/19/26 Budget Report Update & Performance Results RECOMMENDATION: ATBID Advisory Board receive and file the Budget Report Update and Performance Results. DISCUSSION: The ATBID summary report reflect expenditures submitted through June 2026, along with the most recent Transient Occupancy Tax (TOT) data. Also attached are the most recent SLO CAL Community Intelligence Report and STR Report. FISCAL IMPACT: None. ATTACHMENTS: 1. ATBID Summary 25-26 2. Tourism TOT report 8.13.26 3. Community Performance Report June 2026 4. STR Monthly Report June 2026 45 of 55 FUND TYPE 235 Special Revenue YTD ACTUAL* ACTUAL ACTUAL ACTUAL ACTUAL 2025-2026 BUDGETED 6/30/2022 6/30/2023 6/30/2024 6/30/2025 through 6/30/2026 2025-2026 REVENUES 41530.6300 Taxes and Assessments 409,652$ 431,401$ 419,591$ 442,589$ 466,745$ 510,800$ 45920.0003 Assessment Penalties 933 3,904 657 934 2,828 - 46110.0000 Investment Earnings (11,341) 2,966 30,734 35,844 - 16,210 Total Revenue 399,244 438,271 450,982 479,367 469,573 527,010 EXPENSES 6050000 Office Expense 264 - (5) 24 - 250 6070000 Advertising 127,366 126,556 142,357 253,865 201,288 160,250 6400000 Operating Supplies - - - - 69 - 6500000 Contract Services ** 143,436 163,051 220,803 223,637 206,875 264,500 6600000 Professional Development 731 - 475 830 996 8,500 6900000 Administration 4,106 4,353 4,202 4,435 4,696 5,110 7805029 Opportunities Funding*** - - - - 32,388 65,000 Total Expenses 275,903 293,960 367,832 482,791 446,312 503,610 NET INCOME/(LOSS)123,341 144,311 83,150 (3,423) 23,261 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$ 771,410$ 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 114,375 Administrative Services Fee 32,500 206,875$ *** Opportunities Funding Winter Lodging Promo 32,388 32,388$ Atascadero Tourism Business Improvement District (ATBID) Fund 8/13/2026 46 of 55 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$ 438,919.16$ 332,078.79$ 484,803.95$ 1,820,068.36$ * 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. 47 of 55 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 , June 2026 Hotel Performance TOT Revenue Visitor Arrivals Previous Quarter Hotel performance for June in San Luis Obispo County continued its upward trend, with demand growth of 4.5%, outpacing supply up +1.5%, leading occupancy to grow 3.3% YOY to 74.5%, the highest occupancy in June since 2022. Comp set hotel markets in June reported resoundingly positive results, with all markets growing in demand (Santa Barbara County the highest up 9.1%) and Revenue (Santa Barbara leading, +15.1% YOY). Supply growth was strongest in Napa County (+2.6%). California RevPAR grew 13.2% YOY. Submarkets likewise grew positively, with high demand growth in San Simeon (+10%), Cambria (+9.8%), North Coast (9.1%), and Morro Bay (+8.7%). Rates grew the most in Morro Bay, up 9.2%, leading to 18.7% revenue growth YOY, the highest among submarkets. TOT for May 2026 totaled $5.6M in May, up 10.8% YOY. Growth was notably reported in Arroyo Grande (+53.2%), Unincorporated locations (+24.6%), San Luis Obispo City (+17.8%), Visitors to San Luis Obispo County tracked in 2026 Q1 totaled 2M, up 9.3% from the previous year. Day visitors were up 8.6%, while overnight visitors were ahead 9.6% from last year. This was led by both domestic and international visitors- domestic visits grew 9.2% YOY, and international visits grew 19.3%YOY. This was the first quarter of international visit growth since 2025 Q2 (5.8%). Visa card in-market visitor spending for 2026 Q1 totaled $211.1M, up 9.6% YOY. International spend was up 31.1% YOY, while domestic was up 9.3%. Toporigin markets were Santa Barbara ($38.9M), Los Angeles-Long Beach-Anaheim ($25.7M), and Fresno ($13.6M). Top categories were Restaurants ($70.2M), Retail ($36.6M), and Food & Grocery ($30.2M). 239.0K Hotel Demand ▲ 4.5% YOY - Monthly $5,595,325 Transient Occupancy Tax ▲ 10.8% YOY - Monthly $211.1M Total Spending for 2026 Q1 ▲ 9.6% YOY - Quarterly 2.0M Visitors for 2026 Q1 ▲ 9.3% YOY - Quarterly 48 of 55 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 , June 2026 Date June 2026 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $110$16168.2%18.8K Supply 12.8K Demand $2.1M Revenue ▲ 2.5% ▼ -0.7%▲ 1.8%▲ 0.7%▲ 3.2% ▼ -2.4% YOY Transient Occupancy Tax Revenue May 2026 - Monthly $5,595,325 San Luis Obispo County ▲ 10.8% 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 73.6% 68.2% 81.7% 75.0% 75.9% 75.4% 69.5% 69.9% 75.8% 74.5% 78.6% 67.3% 76.7% $171 $161 $238 $276 $175 $200 $200 $216 $290 $225 $228 $152 $253 $126 $110 $195 $207 $133 $151 $139 $151 $220 $167 $179 $103 $194 Hotel Performance by Community June 2026 - Monthly Unincorporated Pismo Beach San Luis Obispo Paso Robles Morro Bay Arroyo Grande 1,575,903, ▲ 24.6% 1,119,003, ▲ 17.8% 1,340,402, ▲ 2.4% 1,041,155, ▲ 6.0% 359,179, ▼ -9.6% 159,683, ▲ 53.2% Transient Occupancy Tax Monthly, % Change YOY 2023 2024 2025 2026 68% 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 $5.6M Occupancy FY 2023 FY 2024 FY 2025 FY 2026 49 of 55 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 , June 2026 Date June 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 62.7%$202.98 $127.25 25.7K 16.1K $3.3M ▲ 3.6%▲ 0.4%▲ 0.9%▲ 2.7%▲ 3.2% ▼ -0.5% 53.4%$165.57 $88.42 309.3K 165.2K $27.3M ▼ -2.3%▲ 0.1%▲ 2.7% ▼ -4.9% ▼ -2.4% ▼ -2.5% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 68.2%$160.90 $109.74 18.8K 12.8K $2.1M ▲ 2.5% ▼ -0.7%▲ 1.8%▲ 0.7%▲ 3.2% ▼ -2.4% 59.7%$135.35 $80.83 225.8K 134.9K $18.3M ▼ -4.6% ▼ -0.9%▲ 2.5% ▼ -7.0% ▼ -3.8% ▼ -3.3% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 47.6%$368.08 $175.17 6.9K 3.3K $1.2M ▲ 5.6%▲ 4.8% ▼ -1.4%▲ 7.1%▲ 0.7%▲ 1.9% 36.3%$300.15 $108.99 83.4K 30.3K $9.1M ▲ 2.7%▲ 4.5%▲ 3.1% ▼ -0.3% ▼ -1.7%▲ 1.4%Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 $3.1M $3.1M $2.1M $2.3M $2.1M $1.8M $1.3M $1.5M $1.9M $2.3M $2.6M $3.3M 37% 32% 31%29% 32%39% 31%30% 31% 32% 33% 37% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue 50 of 55 Source: Azira Monthly Visitation San Luis Obispo County , June 2026 Date June 2026 Report Monthly Based On Fiscal 91% Overnight Trip Share 1.6 days Avg. Length of Stay 64% Repeat Trip Share Top 15 Points of Interest June 2026 - Monthly Poi Name % Overnight % Repeat Pismo Beach 96.5% 57.4% San Luis Obispo 95.4% 56.2% Morro Bay 97.2% 59.8% Downtown Pismo Beach 96.5% 51.8% Paso Robles 92.9% 58.0% 46 East Paso Wine Cou.. 91.5% 62.4% Avila Beach 96.7% 51.4% Arroyo Grande 95.3% 60.4% Downtown Cambria 97.3% 56.8% Cambria 97.3% 56.8% Cayucos 97.1% 62.9% Grover Beach 95.8% 60.0% 30.9% 22.7% 17.7% 15.8% 15.0% 10.0% 9.4% 6.9% 6.8% 6.8% 6.7% 6.4% Los Angeles-Long Beach-Anaheim, CA Fresno, CA Bakersfield-Delano, CA Visalia, CA San Francisco-Oakland-Fremont, CA San Jose-Sunnyvale-Santa Clara, CA Riverside-San Bernardino-Ontario, CA Oxnard-Thousand Oaks-Ventura,CA Sacramento-Roseville-Folsom, CA Salinas, CA 17.0% 16.3% 14.7% 9.6% 6.1% 4.5% 4.0% 3.0% 3.0% 1.8% Top 10 Domestic Origin Markets June 2026 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 63.7% Share of Overnight Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 91% FY 2024 FY 2025 FY 2026 51 of 55 Source: Azira Community Cross-Visitation Atascadero , June 2026 Date June 2026 Report Monthly Based On Fiscal Primary Atascadero 1.6 days Avg. Length of Stay 91.3% Overnight Visitors Pismo Beach San Luis Obispo Morro Bay Paso Robles 46 East Paso Wine Country Avila Beach Arroyo Grande Grover Beach Templeton Cayucos Santa Margarita 4.7% 6.0% 6.8% 8.1% 8.2% 12.5% 15.8% 20.2% 22.8% 27.2% 42.1% Top Cross-Visited Communities From Atascadero Communities visited by those starting their trip in Atascadero Fresno, CA Bakersfield-Delano, CA Visalia, CA San Francisco-Oakland-Fremont, .. Los Angeles-Long Beach-Anaheim, CA San Jose-Sunnyvale-Santa Clara, CA Hanford-Corcoran, CA Sacramento-Roseville-Folsom, CA Oxnard-Thousand Oaks-Ventura, CA Modesto, CA Riverside-SanBernardino-Ontario, CA Salinas, CA 1.6% 1.7% 1.8% 2.0% 3.1% 4.8% 5.7% 8.0% 8.0% 13.6% 14.7% 23.9% Top Cross-Visited Communities From Atascadero California Valley Oceano Pismo Beach Cambria Ragged Point Cayucos Grover Beach Creston Morro Bay San Luis Obispo Arroyo Grande Paso Robles San Simeon San Miguel 46 West Paso Wine Cou.. Avila Beach Edna Valley Nipomo 46 East Paso Wine Coun.. Los Osos & Baywood Pa.. Templeton 1.0 1.0 1.0 1.0 1.2 1.2 1.3 1.3 1.4 1.4 1.4 1.4 1.4 1.4 1.5 1.5 1.5 1.5 1.5 1.5 1.5 1.6 1.6 1.7 1.7 1.8 Avg. Communities Visited per Trip All Community Visitors Average number of communities visited per trip during June 2026 (Month) 52 of 55 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 , June 2026 Period Ending 2026 Q1 Report Quarterly Based On Fiscal Atascadero, CA Hotel Performance January - March 2026 Occupancy ADR RevPAR $58$11550.4%55.4K Supply 27.9K Demand $3.2M Revenue Transient Occupancy Tax Revenue January - March 2026 $11,980,418 Fresno-Visalia, CA Los Angeles, CA San Francisco-Oakland-San Jo.. Sacramento-Stockton-Modesto.. Bakersfield, CA Monterey-Salinas, CA Chico-Redding, CA San Diego, CA Palm Springs, CA Santa Barbara-Santa Maria-Sa..1.7% 1.9% 2.1% 2.9% 3.5% 6.2% 7.0% 10.4% 13.4% 14.1% Top 10 Domestic Origin Markets January - March 2026, % Share of Trips Phoenix, AZ San Diego, CA Seattle, WA Denver, CO Portland, OR San Francisco, CA Las Vegas, NV Dallas-Fort Worth, .. Los Angeles, CA Chicago, IL 9.8% 7.9% 7.5% 6.0% 5.4% 4.2% 3.9% 2.9% 2.9% 1.7% Top 10 Origin Markets by Air January - March 2026, % Share of Total Restaurants Lodging Grocery Stores/Supermarkets Automated Fuel Dispensers Fast Food Restaurants Wholesale Clubs Pkg Stores/Beer/Wine/Liquor Discount Stores Bars/Taverns/Lounges/Discos Family Clothing Stores 25.5% 10.8% 9.6% 7.3% 5.7% 3.2% 2.8% 2.2% 2.0% 1.7% Domestic Visitor Spending* January - March 2026 , % Share of Spending *Excluding Residents 65.7% Overnight 34.3% Day 2.0M Visitors Total Visitation January - March 2026 % Share of Trips 49.5% Deplanements 50.5% Enplanement 183.0K Passengers Airport Deplanements & Enplanement January - March 2026 SLO CAL Regional Airport 53 of 55 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , June 2026 Date June 2026 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales YOY Switch Visitors Switch Tasting Room Sales Switch DTC Total Sales Switch On-Site Event Sales YOY SLO CAL Region Visitation by Year June 2026 - Monthly FY 2022 FY 2023 FY 2024 FY 2025 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area 11.6K 17.8K 10.2K 2.5K 6.2K 10.9K 23.0K 7.2K 2.8K 6.8K 21.6K 7.1K 8.5K 2.3K 6.3K 22.0K 6.8K 8.2K 2.2K 5.5K Average DTC Sales by Region June 2026 - Monthly FY 2022 FY 2023 FY 2024 FY 2025 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area $1.9M $1.7M $1.3M $0.3M $1.2M $0.8M $1.5M $3.6M $0.5M $0.6M $1.3M $1.3M $3.4M $0.2M $0.5M $0.8M $1.2M $3.4M $0.2M $0.4M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 44K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $7,688.4K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 54 of 55 Tab 2 - Multi-Segment Currency: USD - US DollarVisit SLO CALFor the month of: June 2026 Percent Change from June 2025 Percent Change from YTD 2025 June 2026 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+73.6 73.3 170.81 164.08 125.64 120.23 0.4 4.1 4.5 4.5 0.0 0.4 63.9 61.1 135.38 130.92 86.48 79.99 4.5 3.4 8.1 8.1 0.0 4.5 7 4 438 371 Atascadero, CA+68.2 69.9 160.90 155.95 109.74 108.98 -2.4 3.2 0.7 2.5 1.8 -0.7 56.8 58.2 133.75 133.05 76.02 77.40 -2.3 0.5 -1.8 -0.9 0.9 -1.4 8 6 627 586 Cambria, CA+81.7 74.4 238.24 221.61 194.69 164.94 9.8 7.5 18.0 18.0 0.0 9.8 69.4 62.8 201.44 191.94 139.83 120.52 10.5 5.0 16.0 16.0 0.0 10.5 21 14 751 480 Morro Bay, CA+75.9 70.6 174.52 159.77 132.53 112.76 7.6 9.2 17.5 18.7 1.0 8.7 63.9 59.5 148.11 136.97 94.65 81.49 7.4 8.1 16.1 16.7 0.5 8.0 32 9 984 432 Paso Robles, CA+69.9 73.7 215.83 210.28 150.95 154.93 -5.1 2.6 -2.6 5.7 8.5 3.0 62.5 64.6 195.13 191.46 121.94 123.61 -3.2 1.9 -1.4 7.1 8.5 5.0 23 12 1616 1126 Pismo Beach, CA+75.8 72.9 290.50 287.17 220.24 209.27 4.0 1.2 5.2 5.2 0.0 4.0 65.2 64.2 236.54 225.00 154.31 144.51 1.6 5.1 6.8 7.7 0.9 2.4 28 15 2020 1572 San Luis Obispo, CA+78.6 76.0 227.69 216.23 179.06 164.44 3.4 5.3 8.9 7.7 -1.1 2.2 71.8 69.2 183.55 176.83 131.82 122.37 3.8 3.8 7.7 10.8 2.8 6.7 41 25 2628 1955 San Simeon, CA+67.3 61.9 152.38 141.89 102.60 87.76 8.9 7.4 16.9 18.1 1.0 10.0 62.5 51.6 129.65 124.11 80.96 64.10 20.9 4.5 26.3 12.7 -10.8 7.9 10 5 606 353 Five Cities+75.0 73.4 275.54 274.59 206.55 201.60 2.1 0.3 2.5 2.5 0.0 2.1 65.2 63.9 228.34 218.02 148.78 139.32 2.0 4.7 6.8 7.9 1.0 3.0 46 24 2894 2168 North Coast+75.4 69.4 200.30 185.75 151.12 129.00 8.6 7.8 17.1 17.6 0.4 9.1 66.4 58.7 169.99 161.53 112.89 94.90 13.0 5.2 19.0 13.9 -4.3 8.2 40 19 1525 833 North County+69.5 72.5 199.76 194.07 138.85 140.76 -4.2 2.9 -1.4 5.0 6.5 2.0 60.9 62.7 178.33 174.71 108.68 109.51 -2.8 2.1 -0.8 5.4 6.2 3.3 32 18 2270 1712 South County+76.7 74.7 252.60 246.51 193.80 184.13 2.7 2.5 5.3 4.7 -0.5 2.2 68.3 66.4 206.27 198.11 140.96 131.57 2.9 4.1 7.1 9.2 1.9 4.8 86 49 5504 4123 San Luis Obispo County 74.5 72.2 224.54 217.39 167.39 156.93 3.3 3.3 6.7 7.9 1.2 4.5 65.6 63.7 188.63 181.50 123.73 115.61 3.0 3.9 7.0 10.0 2.8 5.8 200 96 10686 7232 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 - June 2026 vs June 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 - June 2026 vs June 2025 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR 55 of 55