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TBID_2026-09-16_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 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, September 16, 2026, at 2:30 P.M. City of Atascadero, Club Room, 4th Floor 6500 Palma Ave. Atascadero, California CALL TO ORDER: ROLL CALL: Chairperson, Chris Oh, The Carlton/ Everlygrove Property Mgmnt. Vice Chairperson, Clint Pearce, Madonna Enterprises Board Member, Nikki Inman, Holiday Inn Express Board Member, Sarah Maggelet, Templeton Vacation Rentals 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. A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – August 19, 2026, Special Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve August 19, 2026, Special Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. CalSAE Seasonal Spectacular Travel Expenses ▪ Fiscal Impact: UP to $4,750. ▪ Recommendation: ATBID Advisory Board ATBID Advisory Board approve additional travel expenses associated with staff attendance at the CalSAE Seasonal Spectacular on behalf of Visit Atascadero. [Verdin Marketing] 2. Central Coast Tourism Council (CCTC) Sunset Magazine Travel Newsletter Sponsorship ▪ Fiscal Impact: Up to $3,000. ▪ Recommendation: ATBID Advisory Board approve the Sunset Travel Newsletter sponsorship as an add-on for the Central Coast Tourism Council (CCTC) Sunset Co-op. [Verdin Marketing] 2 of 29 3. Promotional Event Swag Expenses ▪ Fiscal Impact: Up to $2,500. ▪ Recommendation: ATBID Advisory Board review and approve additional expenses for promotional giveaway items for upcoming events. [City/ Verdin] 4. Hotel Beds & Visit California Co-op Campaign ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file review of the Hotel Beds Co-op Program. [SLO CAL] 5. Sensorio Preferred Partner Program ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to discuss and provide direction on the Sensorio Preferred Partner program. [Sensorio] 6. 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. SLOCAL Up + Adam Pod Cast Opportunity (October). 2. Bring back Paid Media Marketing Ideas (October). 3. Expense Threshold that doesn’t require Board approval (October). 4. Central Coast Zoo Update (October/November). F. ADJOURNMENT: 3 of 29 ATBID | 09/16/26 | Item A1 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: Director Terrie Banish called the meeting to order at 2:30 P.M. ROLL CALL: Present: Board Members Clint Pearce, Nikki Inman and Christopher Oh Vacant: Board Member Absent: Board Member Sarah Maggelet. Staff Present: Terrie Banish, Director Community Services & Promotions and City Manager Jim Lewis PUBLIC COMMENT: Director Banish opened public comment. The following citizens provided public comment: None. Director Banish closed public comment. PRESENTATION 1. ATBID Board Bylaws & Resolutions 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: Pearce SECOND BY: Inman 1. Approve Consent Calendar. AYES (3): Pearce, Oh, Inman ABSENT (1): Maggelet. VACANT (1): Board Member. Passed 3-0 4 of 29 ATBID | 09/16/26 | Item A1 B. BUSINESS ITEMS: 1. ATBID Board Member Vacancy for the 2026-2028 Two-Year Term ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to discuss and provide staff direction for the unscheduled Board Member vacancy for the 2026-2028 Two-Year Term. [City] Director Banish from the City presented the items and answered questions from the board. PUBLIC COMMENT: Director Banish opened public comment. The following citizens provided public comment on this item: None. Director Banish closed public comment. No motion made. At this time, Board continues with four (4) board members. 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] Director Banish with the City presented the item and answered questions from the board. PUBLIC COMMENT: Director Banish opened public comment. The following citizens provided public comment on this item: None. Director Banish closed public comment. MOTION BY: Inman SECOND BY: Pearce The Board motioned to elect Chris Oh as Chairperson and Clint Pearce as Vice Chairperson. AYES (3): Pearce, Oh, Inman ABSENT (1): Maggelet. VACANT (1): Board Member Passed 3-0 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] Ashley Maskato with Verdin Marketing presented the item and answered questions from the board. PUBLIC COMMENT: Chairperson Oh opened public comment. 5 of 29 ATBID | 09/16/26 | Item A1 The following citizens provided public comment on this item: None. Chairperson Oh closed public comment. The Board received and filed recap of the Verdin Marketing’s Quarterly Report for Q4 2026 and Annual Review for FY25-26. 4. Garden Lights & Winter Nights Event Recap 2025 & Event Request 2026 ▪ Fiscal Impact: $10,000. ▪ Recommendation: 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. [City] Director Banish with the City presented the items and answered questions from the board. PUBLIC COMMENT: Chairperson Oh opened public comment. The following citizens provided public comment on this item: None. Chairperson Oh closed public comment. 1. The Board Received and Filed the recap of the 2025 event summary and attendance results. MOTION BY: Pearce SECOND BY: Oh 2. The Board motioned to approve 2026 event support and request renewal for $10,000. AYES (3): Pearce, Oh, Inman ABSENT (1): Maggelet. VACANT (1): Board Member. Passed 3-0 5. Christmas at Santa Margarita Ranch 2025 Event Recap & 2026 Event Request ▪ Fiscal Impact: Up to $7,500. ▪ Recommendation: 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. [Santa Margarita Ranch] Steve Rossi with the Santa Margarita Ranch presented the items and answered questions from the board. PUBLIC COMMENT: Chairperson Oh opened public comment. The following citizens provided public comment on this item: None. Chairperson Oh closed public comment. 1. The Board received and filed the marketing results of the December 2025 event summary and attendance results. 6 of 29 ATBID | 09/16/26 | Item A1 MOTION BY: Inman SECOND BY: Pearce 2. The Board motions to approve event support request renewal up to $7,500, with the potential to add $2,500 with more marketing and booking results. AYES (3): Pearce, Oh, Inman ABSENT (1): Maggelet. VACANT (1): Board Member. Passed 3-0 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] Director Banish with the City presented the items and answered questions from the board. PUBLIC COMMENT: Chairperson Oh opened public comment. The following citizens provided public comment on this item: Matt Halverson with Visit SLO Cal. Chairperson Oh closed public comment. MOTION BY: Oh SECOND BY: Pearce The Board motioned to approve the additional expenses of $8,5000 for participation at the 2026 Del Mar Food & Wine Festival with the provision to increase merchandise for other events. AYES (3): Pearce, Oh, Inman ABSENT (1): Maggelet. VACANT (1): Board Member. Passed 3-0 7. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report Update & Performance Results. [City] Director Banish with the City presented the items and answered questions from the board. PUBLIC COMMENT: Chairperson Oh opened public comment. The following citizens provided public comment on this item: None. Chairperson Oh closed public comment. The Board received and filed the Budget Report Update & Performance Results. 7 of 29 ATBID | 09/16/26 | Item A1 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: Updated agenda items provided below. 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: Chairperson Oh adjourned the meeting at 4:22 P.M. MINUTES PREPARED BY: ______________________ Ashley Zamora Recreation Coordinator 8 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 9/16/26 CALSAE Seasonal Spectacular Travel Expenses RECOMMENDATION: ATBID Advisory Board approve additional travel expenses associated with staff attendance at the CalSAE Seasonal Spectacular on behalf of Visit Atascadero. DISCUSSION: Visit Atascadero is participating in the CalSAE Seasonal Spectacular through an approved cooperative marketing opportunity. As part of that participation, the marketing agency will attend the event on behalf of the Atascadero Tourism Business Improvement District to represent the destination, connect with meeting and event professionals, and support the co-op activation. While the co-op participation has already been approved, associated travel costs fall outside the approved scope and require separate authorization. These expenses may include transportation, lodging, meals, parking and other necessary travel-related costs associated with attendance. Staff recommends approving up to $4,750 to cover these additional expenses and support Visit Atascadero’s participation in the event. FISCAL IMPACT: Up to $4,750. ATTACHMENT: None. 9 of 29 This Page Intentionally Left Blank 10 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 9/16/26 Central Coast Tourism Council (CCTC) Sunset Magazine Travel Newsletter Sponsorship RECOMMENDATION: ATBID Advisory Board approve the Sunset Travel Newsletter sponsorship as an add-on for the Central Coast Tourism Council (CCTC) Sunset co-op. DISCUSSION: ATBID has an opportunity to participate in the 2026 CCTC and Sunset co-op, which includes placement in Sunset’s October/November Travel Awards & Harvest Issue. The existing co-op provides print and digital exposure, including a partner feature within the Central Coast spread, online reader response opportunities and additional CCTC-supported digital promotion. Sunset is offering participating partners the opportunity to extend their exposure through additional digital placements. Staff recommends adding a sponsorship in Sunset’s Travel Newsletter, which reaches approximately 128,000 opt-in subscribers. The standard rate for this placement is $4,800, with a discounted CCTC partner rate of $3,000. The Travel Newsletter is distributed on Wednesdays and provides an opportunity to reach an audience already engaged with travel-related content. Staff is working with Sunset to coordinate the newsletter send date with upcoming Atascadero events, if available, to increase the relevance and potential impact of the placement. This add-on would extend Atascadero’s presence beyond the primary co-op placement and provide an additional direct touchpoint with Sunset’s travel audience. FISCAL IMPACT: Up to $3,000. ATTACHMENT: 1. CCTC + Sunset Co-op 2026 11 of 29 7 DIGITAL & SOCIAL ADD -ON OPPORTUNITY PARTNER ADD -ON OPPORTUNITIES NEWSLETTER SPONSORSHIP •Travel Newsletter •128,000 opt-in recipients •Rate Card: $4,800 / CCTC Rate: $3,000 •Best of the West or Weekender Newsletter •220,000 opt-in recipients •Rate Card: $8,200 / CCTC Rate: $5,100 CUSTOM E-BLAST – Geo-Target Available •Advertiser-supplied HTML with up to 3 links – or Sunset can build •Audience Size 75,000 •Rate Card: $8,500 / CCTC Rate: $5,100 SOCIAL •Sponsored Instagram Story •10,000 Estimated Impressions •Rate Card: $6,500 / CCTC Rate: $5,525 •Facebook Post •20,000 Estimated Impressions •Rate Card: $3,500 / CCTC Rate: $2,975 NATIVE NEWSLETTER PACKAGE – Article written by Sunset with image assets and direction from Sponsor •Native Article lives on Sunset.com indefinitely. Includes Native Tout, Custom ROS banners for 30 days post launch, plus (1) Sponsored FB Post – all drive to Article. Roadblock Banners surrounding Article for 30 days post launch. 8-Week lead time required from KOC. •Rate Card: $37,500 / CCTC Rate: $15,725 ATBID | 9/16/26 | Item B2 | Attachment 1 12 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 09/16/26 Promotional Event Swag Expenses RECOMMENDATION: ATBID Advisory Board review and approve additional expenses for promotional giveaway items for upcoming events. DISCUSSION: The ATBID Board has asked about increasing the amount of swag we are ordering for Del Mar Food & Wine Festival. We are able to order 6,000 total koozies including the cost of creative for $8,935, which will cover a variety of events: Visit Atascadero Swag Item (approved at August ATBID meeting): Koozies $6,435 • Swag Design: Visit Atascadero logo: $1,435 • Swag Hard Costs: Production/shipping for 4,000 Koozies: $5,000 Cost for additional 2,000 Koozies: $2,500 This additional 2,000, will give us 6,000 pieces to work with that will cover us for Del Mar F&W Fest (2,000), Fall Fest Surf & Sudds Event (500), Bovine Classic (900), Spartan Race (500), and Central Coast Beer Festival (1,000) and some left over for other events. Total $8,935 FISCAL IMPACT: Up to $2,500. ATTACHMENT: None. 13 of 29 This Page Intentionally Left Blank 14 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 Hotel Beds & Visit California Co-op Campaign RECOMMENDATION: ATBID Advisory Board receive and file review of the Hotel Beds Co-op Program. DISCUSSION: Last year, ATBID had participated in the Hotel Beds program with favorable results. Atascadero gained 275 future room nights on the books from last year’s Hotel Beds campaign which ran September 2025-February 2026. Revenue from these room nights that were likely generated, took an 11-month average ADR for Atascadero from SLO CAL’s Community Business Intelligence reports, which is $133.72, for 11 months as we don’t have August numbers. The average ADR was multiplied by $133.72 which came to $36,773. This information provides overall insight that campaign delivers successful results Below is a breakdown of Atascadero's performance. Australia- 0 Canada- 28 China- 33 France- 16 Germany- 9 India- 0 Japan- 0 UK- 16 USA- 173 Total: 275 ATBID has renewed the Co-op Program with Visit SLO CAL again this year with a 6-month digital marketing campaign in partnership with Hotel Beds and Visit California to increase domestic and international visitation. The campaign will run from September 1, 2026 through February 28, 2027. The campaign will continue to include all marketing leads to SLO CAL’s dedicated microsite. Each participating destination will receive space on the microsite complete with up to two images, destination copy, and hotel booking engine. In addition, there will be a destination feature in four bespoke newsletters. Visit California is sponsoring the domestic portion of the campaign. The investment we have made for $6,000 is for international markets including Canada, Mexico, China, UK, France, Germany, Australia, Japan and India. 15 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 FISCAL IMPACT: None. ATTACHMENT: None. 16 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B5 09/16/26 Sensorio Preferred Partner Program RECOMMENDATION: ATBID Advisory Board to discuss and provide direction on the Sensorio Preferred Partner program. DISCUSSION: Sensorio’s Preferred Partner Program is designed for exceptional, destination-driven businesses and organizations that help shape the visitor experience throughout the region. The program creates a mutually beneficial partnership focused on increasing visitation, enhancing the guest experience, and supporting both local businesses and Sensorio. Preferred Partners receive access to a comprehensive marketing kit that includes Sensorio brand guidelines, logos, photography, print-ready signage, social media content, video assets, and digital advertising materials. Partners also receive a unique discount code for their customers, which may be shared through direct emails or printed materials displayed at their business. To protect the value of the program and prevent unauthorized use, discount codes should not be posted publicly on websites or social media. We would welcome the opportunity to work with the Atascadero Tourism Business Improvement District and the lodging owners to introduce more visitors to the experiences available throughout North San Luis Obispo County. ATBID Board will receive an oral presentation from Sensorio reviewing this information and the opportunities available to promote Visit Atascadero. FISCAL IMPACT: None. ATTACHMENT: None. 17 of 29 This Page Intentionally Left Blank 18 of 29 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B6 9/16/26 Budget Report Update & Performance Results RECOMMENDATION: ATBID Advisory Board receive and file the Budget Report Update and Performance Results. DISCUSSION: The ATBID Fund Summary Report for FY27 reflects expenditures submitted through July 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 26-27 2. Tourism TOT report 9.11.26 3. Community Performance Report July 2026 4. STR Monthly Report July 2026 19 of 29 FUND TYPE 235 Special Revenue YTD ACTUAL* ACTUAL ACTUAL ACTUAL ACTUAL* 2026-2027 BUDGETED 6/30/2023 6/30/2024 6/30/2025 6/30/2026 through 7/31/26 2026-2027 REVENUES 41530.6300 Taxes and Assessments 431,401$ 419,591$ 442,589$ 535,994$ 5,604$ 534,030$ 45920.0003 Assessment Penalties 3,904 657 934 14,404 - - 46110.0000 Investment Earnings 2,966 30,734 35,844 - - 16,720 Total Revenue 438,271 450,982 479,367 550,398 5,604 550,750 EXPENSES 6050000 Office Expense - (5) 24 - - 250 6070000 Advertising 126,556 142,357 253,865 203,157 - 174,050 6400000 Operating Supplies - - - 69 - - 6500000 Contract Services ** 163,051 220,803 223,637 206,875 28,125 292,200 6600000 Professional Development - 475 830 996 - 9,500 6900000 Administration 4,353 4,202 4,435 5,504 56 5,340 7805029 Opportunities Funding*** - - - 32,388 - 65,000 Total Expenses 293,960 367,832 482,791 448,989 28,181 546,340 NET INCOME/(LOSS)144,311 83,150 (3,423) 101,409 (22,577) 4,410 BEGINNING AVAILABLE BALANCE 524,111 668,422 751,572 748,148 849,557 728,880 ENDING AVAILABLE BALANCE 668,422$ 751,572$ 748,148$ 849,557$ 826,980$ 733,290$ *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 - Central Coast Cider Assn - Sunken Garden Lights Sponsorship - Central Coast Brewers Guild - Destination Marketing Services - Administrative Services Fee 3,125 28,125$ *** Opportunities Funding Winter Lodging Promo - -$ Atascadero Tourism Business Improvement District (ATBID) Fund 9/11/2026 ATBID | 9/16/26 | Item B6 | Attachment 1 20 of 29 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*614,232.67$ 471,500.15$ 360,063.93$ 609,740.56$ 2,055,537.31$ * 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 | 9/16/26 | Item B6 | Attachment 2 21 of 29 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 , July 2026 Hotel Performance TOT Revenue Visitor Arrivals Previous Quarter San Luis Obispo County in July produced 268.7K room nights, up 5.3% YOY in combination with 2.1% growth in supply to last year. Rates grew 5.5% to $236, leading room revenue of $63.4M to grow 11% YOY. This was the highest RevPAR recorded for July ($1.47 higher than 2022) though Room Revenue was higher in July 2022 ($63.7M). Comp set markets were driven by demand, supply, and revenue growth as well, with Santa Barbara County leading revenue growth at +14% YOY, followed by SLO County (+11%), California (+9.4%). Supply growth was highest in Napa County (+2.6% YOY). Submarkets produced likewise resoundingly positive change, with room nights growing the most in Atascadero (+8.2%), North County (+7.3%), Paso Robles (+7.1%), and Morro Bay, San Simeon (both +7.0%). Atascadero notably saw 12.1% growth in ADR that led to a 21.3% increase in room revenue. June TOT totaled $8.1M, up 9.7% YOY, given large growth in Atascadero (+20.9%), Unincoporated locations (+17.8%), and Paso Robles (13.2%). Fiscal YTD (FY26), TOT totaled $63.3M, up 5.3% from the previous fiscal year (FY25). Visitors to San Luis Obispo County tracked in 2026 Q2 totaled 1.8M, up 6.8% from the previous year. Day visitors were up 7%, while overnight visitors were ahead 6.7% from last year. This was led by both domestic and international visitors- domestic visits grew 6.8% YOY, and international visits grew 2.2% YOY.This is now the second consecutive quarter of international visit growth. Visa card in-market visitor spending for 2026 Q2 totaled $853.2M, up 6.7% YOY. International spend was down 0.7% YOY, while domestic was up 6.8%. Toporigin markets were Santa Barbara ($43.0M), Los Angeles-Long Beach-Anaheim ($35.3M), and San Francisco-Oakland-Berkeley ($19.9M). Top categories were Restaurants ($196.5M), Food & Grocery ($189.8M), and Retail ($122.4M). 268.7K Hotel Demand ▲ 5.3% YOY - Monthly $8,102,038 Transient Occupancy Tax ▲ 9.7% YOY - Monthly $271.2M Total Spending for 2026 Q2 ▲ 7.2% YOY - Quarterly 1.8M Visitors for 2026 Q2 ▲ 6.8% YOY - Quarterly ATBID | 9/16/26 | Item B6 | Attachment 3 22 of 29 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 , July 2026 Date July 2026 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $122$16374.8%19.4K Supply 14.5K Demand $2.4M Revenue ▲ 21.3%▲ 8.2%▲ 1.8%▲ 19.2%▲ 12.1%▲ 6.3% YOY Transient Occupancy Tax Revenue June 2026 - Monthly $8,102,038 San Luis Obispo County ▲ 9.7% 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 80.9% 74.8% 87.6% 81.0% 81.7% 80.7% 74.9% 75.0% 81.1% 80.3% 84.5% 72.1% 82.6% $172 $163 $260 $304 $189 $222 $210 $230 $315 $236 $213 $176 $261 $139 $122 $227 $246 $154 $179 $158 $172 $255 $190 $180 $127 $215 Hotel Performance by Community July 2026 - Monthly Unincorporated Pismo Beach San Luis Obispo Paso Robles Atascadero Morro Bay Arroyo Grande Grover Beach 1,673,996, ▼ -0.2% 2,556,407, ▲ 17.8% 1,417,987, ▲ 8.1% 68,187, ▼ -43.4% 981,895, ▲ 13.2% 657,064, ▲ 20.9% 212,355, ▲ 11.1% 534,147, ▲ 5.8% Transient Occupancy Tax Monthly, % Change YOY 2023 2024 2025 2026 75% 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 $8.1M Occupancy FY 2023 FY 2024 FY 2025 FY 2026 ATBID | 9/16/26 | Item B6 | Attachment 3 23 of 29 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 , July 2026 Date July 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 69.4%$202.84 $140.80 26.4K 18.3K $3.7M ▲ 19.1%▲ 8.3%▲ 0.8%▲ 18.2%▲ 10.0%▲ 7.4% 69.4%$202.84 $140.80 26.4K 18.3K $3.7M ▲ 19.1%▲ 8.3%▲ 0.8%▲ 18.2%▲ 10.0%▲ 7.4% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 74.8%$163.19 $122.06 19.4K 14.5K $2.4M ▲ 21.3%▲ 8.2%▲ 1.8%▲ 19.2%▲ 12.1%▲ 6.3% 74.8%$163.19 $122.06 19.4K 14.5K $2.4M ▲ 21.3%▲ 8.2%▲ 1.8%▲ 19.2%▲ 12.1%▲ 6.3% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 54.5%$354.19 $192.90 7.0K 3.8K $1.3M ▲ 15.4%▲ 8.5% ▼ -1.9%▲ 17.7%▲ 6.4%▲ 4.5% 54.5%$354.19 $192.90 7.0K 3.8K $1.3M ▲ 15.4%▲ 8.5% ▼ -1.9%▲ 17.7%▲ 6.4%▲ 10.7%Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Jul-26 $3.1M $2.1M $2.3M $2.1M $1.8M $1.3M $1.5M $1.9M $2.3M $2.6M $3.3M $3.7M 32% 31% 29% 32%39% 30%30%31% 32%33% 37% 36% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue ATBID | 9/16/26 | Item B6 | Attachment 3 24 of 29 Source: Azira Monthly Visitation San Luis Obispo County , July 2026 Date July 2026 Report Monthly Based On Fiscal 89% Overnight Trip Share 1.7 days Avg. Length of Stay 59% Repeat Trip Share Top 15 Points of Interest July 2026 - Monthly Poi Name % Overnight % Repeat San Luis Obispo 95.2% 54.7% Pismo Beach 95.7% 50.7% Paso Robles 92.6% 57.5% Downtown Pismo Beach 95.8% 46.4% Morro Bay 96.8% 52.3% Downtown Paso Robles 93.2% 52.9% 46 East Paso Wine Cou.. 92.7% 59.4% Downtown San Luis Obi.. 97.9% 44.7% Avila Beach 96.8% 55.2% Arroyo Grande 94.1% 54.9% Atascadero 88.7% 57.8% Downtown Cambria 97.7% 50.5% 27.6% 24.8% 18.8% 13.1% 11.7% 9.4% 9.0% 8.8% 7.6% 7.1% 6.9% 6.9% 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 Salinas, CA Fresno, CA Riverside-San Bernardino-Ontario,CA Sacramento-Roseville-Folsom, CA Visalia, CA 14.9% 14.2% 12.3% 8.5% 5.6% 5.6% 5.2% 4.0% 3.1% 2.8% Top 10 Domestic Origin Markets July 2026 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 59.1% Share of Overnight Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 89% FY 2024 FY 2025 FY 2026 FY 2027 ATBID | 9/16/26 | Item B6 | Attachment 3 25 of 29 Source: Azira Community Cross-Visitation Atascadero , July 2026 Date July 2026 Report Monthly Based On Fiscal Primary Atascadero 1.7 days Avg. Length of Stay 88.7% Overnight Visitors San Luis Obispo Pismo Beach Paso Robles Morro Bay 46 East Paso Wine Country Avila Beach Arroyo Grande Templeton 46 West Paso Wine Country Grover Beach Santa Margarita 5.7% 6.5% 6.9% 8.5% 9.2% 11.1% 12.7% 14.2% 23.4% 34.5% 37.8% Top Cross-Visited Communities From Atascadero Communities visited by those starting their trip in Atascadero San Francisco-Oakland-Fremont, .. San Jose-Sunnyvale-Santa Clara, CA Fresno, CA Los Angeles-Long Beach-Anaheim, CA Salinas, CA Oxnard-ThousandOaks-Ventura, CA Bakersfield-Delano, CA Visalia, CA Sacramento-Roseville-Folsom, CA Santa Maria-Santa Barbara, CA Santa Cruz-Watsonville, CA Riverside-San Bernardino-Ontario, CA 2.4% 2.7% 3.1% 3.8% 4.5% 5.4% 5.9% 8.0% 8.1% 8.8% 18.9% 21.3% Top Cross-Visited Communities From Atascadero Huasna Oceano Pismo Beach Cayucos Cambria Morro Bay Creston San Luis Obispo San Simeon Grover Beach Paso Robles Edna Valley Arroyo Grande 46 East Paso Wine Coun.. Ragged Point Los Osos & Baywood Pa.. Avila Beach 46 West Paso Wine Cou.. Nipomo Templeton San Miguel 1.0 1.0 1.0 1.0 1.2 1.2 1.3 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 1.6 1.6 1.6 1.7 1.7 1.7 2.0 Avg. Communities Visited per Trip All Community Visitors Average number of communities visited per trip during July 2026 (Month) ATBID | 9/16/26 | Item B6 | Attachment 3 26 of 29 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 , July 2026 Period Ending 2026 Q2 Report Quarterly Based On Fiscal Atascadero, CA Hotel Performance April - June 2026 Occupancy ADR RevPAR $94$14963.0%57.1K Supply 35.9K Demand $5.4M Revenue Transient Occupancy Tax Revenue April - June 2026 $19,088,571 Los Angeles, CA Fresno-Visalia, CA San Francisco-Oakland-San Jo.. Sacramento-Stockton-Modesto.. Bakersfield, CA Chico-Redding, CA Monterey-Salinas, CA New York, NY San Diego, CA Palm Springs, CA 1.8% 2.2% 2.2% 2.3% 2.9% 5.6% 6.1% 9.4% 11.6% 13.4% Top 10 Domestic Origin Markets April - June 2026, % Share of Trips Phoenix, AZ Seattle, WA San Diego, CA Portland, OR Denver, CO San Francisco, CA Dallas-Fort Worth, .. Los Angeles, CA Chicago, IL Las Vegas, NV 9.6% 9.0% 7.3% 6.9% 5.3% 4.1% 3.8% 2.9% 1.7% 1.7% Top 10 Origin Markets by Air April - June 2026, % Share of Total Restaurants Lodging Automated Fuel Dispensers Grocery Stores/Supermarkets Fast Food Restaurants Pkg Stores/Beer/Wine/Liquor Wholesale Clubs Bars/Taverns/Lounges/Discos Service Stations Discount Stores 26.0% 11.6% 9.1% 8.6% 6.1% 2.8% 2.6% 2.1% 1.8% 1.8% Domestic Visitor Spending* April - June 2026 , % Share of Spending *Excluding Residents 72.3% Overnight 27.7% Day 1.8M Visitors Total Visitation April - June 2026 % Share of Trips 49.5% Deplanements 50.5% Enplanement 229.8K Passengers Airport Deplanements & Enplanement April - June 2026 SLO CAL Regional Airport ATBID | 9/16/26 | Item B6 | Attachment 3 27 of 29 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , July 2026 Date July 2026 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales $0.99M$34.3M$18.7M0.14M ▼ -11.8% ▼ -13.3% ▼ -9.6% ▼ -17.1% YOY Switch Visitors Switch Tasting Room Sales Switch DTC Total Sales Switch On-Site Event Sales 12,685204,331112,943910 ▼ -6.2% ▼ -10.7% ▼ -6.4% ▼ -12.9% YOY SLO CAL Region Visitation by Year July 2026 - Monthly FY 2023 FY 2024 FY 2025 FY 2026 FY 2027 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area 14.3K 18.1K 11.2K 3.0K 7.1K 12.9K 24.2K 8.5K 2.3K 8.7K 19.3K 4.5K 8.9K 0.4K 6.2K 21.4K 4.1K 7.3K 0.5K 5.2K 13.8K 2.9K 3.7K 1.4K 5.0K Average DTC Sales by Region July 2026 - Monthly FY 2023 FY 2024 FY 2025 FY 2026 FY 2027 46 East/Backroads 46 West & Templeton Gap Adelaida/Vineyard/Peachy Downtown Paso/ Tin City SLO Area $1.3M $1.6M $1.8M $0.3M $0.9M $0.9M $1.4M $3.5M $0.5M $0.7M $0.5M $1.1M $3.0M $0.1M $0.4M $0.6M $1.3M $3.3M $0.1M $0.3M $0.3M $0.7M $2.4M $0.1M $0.3M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 27K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $3,880.0K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 FY 2027 ATBID | 9/16/26 | Item B6 | Attachment 3 28 of 29 Tab 2 - Multi-Segment Currency: USD - US DollarVisit SLO CALFor the month of: July 2026 Percent Change from July 2025 Percent Change from YTD 2025 July 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+80.9 80.5 172.41 171.79 139.41 138.35 0.4 0.4 0.8 0.8 0.0 0.4 66.4 63.9 141.98 138.45 94.22 88.53 3.8 2.5 6.4 6.4 0.0 3.8 7 4 438 371 Atascadero, CA+74.8 70.4 163.19 145.56 122.06 102.43 6.3 12.1 19.2 21.3 1.8 8.2 59.6 60.0 139.20 135.19 82.91 81.16 -0.8 3.0 2.1 3.2 1.0 0.2 8 6 626 585 Cambria, CA+87.6 82.3 259.54 244.56 227.46 201.26 6.5 6.1 13.0 13.0 0.0 6.5 72.1 65.6 211.77 201.58 152.64 132.33 9.8 5.1 15.4 15.4 0.0 9.8 21 14 751 480 Morro Bay, CA+81.7 77.2 188.73 176.52 154.10 136.21 5.8 6.9 13.1 14.4 1.1 7.0 66.5 62.1 155.44 144.16 103.37 89.49 7.1 7.8 15.5 16.2 0.6 7.8 32 9 985 433 Paso Robles, CA+75.0 76.0 229.91 208.94 172.33 158.70 -1.3 10.0 8.6 17.8 8.5 7.1 64.3 66.2 201.05 194.39 129.31 128.74 -2.9 3.4 0.4 9.0 8.5 5.4 23 12 1616 1126 Pismo Beach, CA+81.1 79.8 315.10 315.37 255.49 251.53 1.7 -0.1 1.6 6.7 5.0 6.7 67.6 66.5 250.82 240.88 169.66 160.20 1.7 4.1 5.9 7.5 1.5 3.2 29 15 2121 1572 San Luis Obispo, CA+84.5 81.5 213.08 203.65 179.95 166.06 3.6 4.6 8.4 7.1 -1.1 2.4 73.7 71.1 188.51 181.48 138.88 128.98 3.7 3.9 7.7 10.1 2.2 6.0 41 25 2628 1955 San Simeon, CA+72.1 68.1 175.80 162.44 126.77 110.62 5.9 8.2 14.6 15.7 1.0 7.0 64.0 54.1 138.08 131.16 88.40 70.90 18.4 5.3 24.7 13.4 -9.0 7.7 10 5 606 353 Five Cities+81.0 80.3 303.66 293.87 245.99 236.04 0.9 3.3 4.2 7.9 3.5 4.4 67.5 66.3 241.89 231.52 163.37 153.53 1.8 4.5 6.4 7.9 1.4 3.2 47 24 2995 2168 North Coast+80.7 76.6 221.87 206.78 178.94 158.46 5.2 7.3 12.9 13.4 0.4 5.7 68.6 61.4 179.12 169.62 122.82 104.20 11.6 5.6 17.9 13.7 -3.5 7.7 41 19 1535 833 North County+74.9 74.3 210.36 190.66 157.64 141.75 0.8 10.3 11.2 18.4 6.5 7.3 63.0 64.4 183.91 177.41 115.90 114.27 -2.2 3.7 1.4 7.8 6.3 4.0 32 18 2269 1711 South County+82.6 80.9 260.76 250.69 215.48 202.86 2.1 4.0 6.2 7.6 1.3 3.4 70.5 68.6 215.75 207.35 152.02 142.18 2.8 4.1 6.9 8.8 1.8 4.6 87 49 5605 4123 San Luis Obispo County 80.3 77.9 236.10 223.86 189.52 174.34 3.1 5.5 8.7 11.0 2.1 5.3 67.8 65.8 196.93 188.93 133.47 124.36 3.0 4.2 7.3 10.2 2.7 5.7 202 96 10797 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 - July 2026 vs July 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 - July 2026 vs July 2025 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR ATBID | 9/16/26 | Item B6 | Attachment 4 29 of 29