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TBID_2026-10-21_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. Page 1 of 87 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, October 21, 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 – September 16, 2026, Special Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve September 16, 2026, Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. 2026 Bovine Classic Event Update ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file Bovine Classic event update. [Bovine Classic] 2. Quarterly Marketing Report Recap ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file Verdin Marketing’s Quarterly Marketing Report for Q1 26-27. [Verdin Marketing] 3. Visit California Hopper Co-op Opportunity ▪ Fiscal Impact: Up to $20,000. ▪ Recommendation: ATBID Advisory Board approve Visit California Hopper Co-op Opportunity to drive stays at hotels. [Verdin Marketing] Page 2 of 87 4. 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 (November). 2. SLO CAL Co-op Meeting Planner Market Research Results (November). 3. Expense Threshold that doesn’t require Board approval (November). 4. Central Coast Zoo Update (January). 5. Atascadero Fall Fest Event Recap & Renewal (November/ January). 6. Hotel & Displacement Program (January). F. ADJOURNMENT: Page 3 of 87 ATBID | 10/21/26 | Item A1 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA DRAFT MEETING MINUTES Wednesday, September 16, 2026, at 2:30 P.M. City of Atascadero, Club Room, 4th Floor 6500 Palma Ave. Atascadero, California CALL TO ORDER: Chairperson Oh called the meeting to order at 2:42 P.M. ROLL CALL: Present: Chairperson Christopher Oh, Board Members Clint Pearce and Sarah Maggelet Vacant: Board Member Absent: Board Member Nikki Inman Staff Present: Terrie Banish, Director Community Services & Promotions PUBLIC COMMENT: Chairperson Oh opened public comment. The following citizens provided public comment: None. Chairperson Oh closed public comment. A. CONSENT CALENDAR: 1. ATBID Board Draft Action Minutes – August 19, 2026, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve August 19, 2026, Regular Meeting Draft Action Minutes. [City] MOTION BY: Pearce SECOND BY: Oh 1. Approve Consent Calendar. AYES (3): Pearce, Oh, Maggelet. ABSENT (1): Inman. VACANT (1): Board Member. Passed 3-0 B. BUSINESS ITEMS: 1. CalSAE Seasonal Spectacular Travel Expenses ▪ Fiscal Impact: UP to $4,750. Page 4 of 87 ATBID | 10/21/26 | Item A1 ▪ 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] Ashley Maskato from Verdin Marketing 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. MOTION BY: Pearce SECOND BY: Maggelet The Board motions to approve the additional expenses associated with CalSAE up to $4,750. AYES (3): Pearce, Oh, Maggelet ABSENT (1): Inman VACANT (1): Board Member Passed 3-0 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] Ashley Maskato with Verdin Marketing presented the item and answered questions from the board. PUBLIC COMMENT: Chairperson Oh opened public comment. The following citizens provided public comment on this item: Molly Cano with Visit SLO Cal. Chairperson Oh closed public comment. MOTION BY: Maggelet SECOND BY: Oh The Board motioned to approve the Sunset Travel Newsletter up to $3,000. AYES (3): Pearce, Oh, Maggelet ABSENT (1): Inman VACANT (1): Board Member Passed 3-0 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] Page 5 of 87 ATBID | 10/21/26 | Item A1 Director Banish with the City and Ashley Maskato with Verdin Marketing presented the item 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. MOTION BY: Pearce SECOND BY: Oh The Board motioned to approve the additional expenses of $2,815 for promotional giveaway items. AYES (3): Pearce, Oh, Maggelet ABSENT (1): Inman VACANT (1): Board Member Passed 3-0 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] Molly Cano with Visit SLO CAL 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 review of the Hotel Beds Co-op Program. 5. Sensorio Preferred Partner Program ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board to discuss and provide direction on the Sensorio Preferred Partner program. [Sensorio] Ryan Hopple with Sensorio 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. Motion not taken on behalf of ATBID; lodging properties can reach out to Sensorio’s Preferred Partner Program individually. Page 6 of 87 ATBID | 10/21/26 | Item A1 6. 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: Molly Cano with Visit SLO Cal. Chairperson Oh 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: Would like to add Emergency Preparedness and Displacement Program to Future Agenda Items. 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: Chairperson Oh adjourned the meeting at 3:55 P.M. MINUTES PREPARED BY: ______________________ Ashley Zamora Recreation Coordinator Page 7 of 87 This Page Intentionally Left Blank Page 8 of 87 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 10/21/26 2026 Bovine Classic Event Update RECOMMENDATIONS: ATBID Advisory Board receive and file Bovine Classic event update. DISCUSSION: In January 2022, the ATBID Board approved sponsorship for the inaugural Bovine Classic mixed- surface cycling event targeted to avid cyclists at a state and national level. That event took place November 3-5, 2023, in North County, with the main cycling event in Downtown Atascadero on Saturday, November 5. The event was a success and filled the goal of being an annual marquee gravel cycling event. The main race was a single-day event, but the entire Bovine Classic experience spanned Thursday through Saturday, attracting riders who spent between one and three nights in Atascadero and Paso Robles. Since this time, the ATBID Board has approved sponsorship each year and we are now at the 5th Annual Bovine Classic event taking place on October 24, 2026, with a full event schedule that has continued to expand. The Board will receive an oral presentation from the event coordinator to review updates on what is being done to market the event and where things are trending to the prior year. FISCAL IMPACT: None. ATTACHMENTS: None. Page 9 of 87 This Page Intentionally Left Blank Page 10 of 87 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 10/21/26 Quarterly Marketing Report Recap RECOMMENDATION: ATBID Advisory Board receive and file Verdin Marketing’s Quarterly Marketing Report for Q1 26-27. DISCUSSION: The following provides the Quarter 1 Marketing Report for Visit Atascadero’s promotional efforts from July through September 2026, highlighting performance across paid, owned, and earned channels. During Q1 of FY27, paid media generated more than 2.5 million impressions and 56,600 clicks, achieving an overall click-through rate (CTR) of 2.26%. YouTube delivered the greatest reach, generating more than 934,000 impressions and 878,000 views, while Meta advertising drove nearly 50,000 clicks. Google Search achieved a 6.50% CTR and the longest average session duration among measured traffic sources. Email marketing continued to drive engagement, with the August newsletter leading the quarter at a 44.6% open rate and 7.0% unique click rate. Although average open rates declined, unique click rates increased approximately 18%, indicating stronger engagement among subscribers who opened the emails. Social media performance improved following strategic content updates. Instagram followers increased 2.0% to 15,578, while Facebook followers grew 0.6% to 8,955. Video views increased on both platforms compared to the previous quarter, with Facebook views rising 191.5%. Influencer partnerships, popular local events, and more informative carousel posts contributed to improved performance and audience engagement. Partnership and public relations efforts included submissions to Visit SLO CAL focused on budget- friendly travel, reading vacations, and holiday experiences. As coverage was still pending at the time of reporting, these efforts reflect active outreach rather than confirmed earned-media placements. Overall, Q1 demonstrated strong paid media delivery, improved social media performance, and increased email engagement, supporting Visit Atascadero’s continued efforts to build destination awareness and inspire travel to the Central Coast. In addition, Verdin Marketing will provide an oral presentation reviewing the Quarterly Marketing Report. FISCAL IMPACT: None. ATTACHMENT: 1. Visit Atascadero Stat Report FY27 – Q1 2. Visit Atascadero FY27 Q1 Marketing Report Page 11 of 87 Marketing Report Visit Atascadero FY27 | Q1 (July-September) OCTOBER 2026 ATBID | 10/21/26 | Item B2 | Attachment 1 Page 12 of 87 In Q1, paid media generated 2,503,620 impressions and 56,631 clicks, resulting in an overall CTR of 2.26%. The channel mix supported both broad awareness and traffic generation, with YouTube delivering the greatest scale and our Meta ad featuring Taryn’s reel delivering the highest CTR. Google Search generated 94,299 impressions, 6,134 clicks, and $9,528.30 in spend at a 6.50% click-through rate. Paid Search also produced the longest average session duration among measured traffic sources at 0:49, although overall engagement remains modest. YouTube generated 934,041 impressions, 878,138 views, and 314 clicks on $7,676.29 in spend at an $8.22 CPM. Central Coast Zoo creative accounted for most video delivery, generating 780,111 impressions and 729,519 views at an $8.08 CPM. Meta ads generated 49,896 clicks at a 3.54% CTR, while Meta Boosts added 287 clicks at a 3.54% CTR. Our August newsletter performed the best this quarter with a 44.6% open rate and a 7.0% unique click rate. The July newsletter also performed very well with a 40.3% open rate and a 6.8% unique click rate. Overall, our average open rate this quarter is down, but our unique click rate is up by about 18%. So, although we may be reaching a lower number of users, the users who did open proved to be more engaged this quarter. Social media audience growth was positive across both platforms. Instagram followers increased 2.0% to 15,578, while Facebook followers increased 0.6% to 8,955. Video views are up compared to the previous quarter for both platforms, but most significantly on Facebook, up 191.5%. After a decline in performance last quarter, we made strategic updates to our content and are seeing the improvements from that this quarter. Influencer partnerships and popular events helped move the needle, as well as our team leaning into more informative carousel posts, which are on trend right now. Partnership and public relations activity included submissions to Visit SLO CAL focused on budget friendly travel, reading vacations and holiday experiences. Because coverage was still pending at the time of reporting, the quarter reflects active outreach rather than confirmed earned-media placements. MARKETING REPORT FY27 | Q1 2 Performance Summary ATBID | 10/21/26 | Item B2 | Attachment 1 Page 13 of 87 Paid Media Results Channel Creative Impressions Clicks/ Conversions CTR VCR/VR Google Search Evergreen & Neighborhood Tab 94,299 6,134 6.50%n/a YouTube Evergreen & Neighborhood Tab 934,041 314 0.03%*94.02% Meta Ad (YFN: July,Aug)827,242 2,400 0.29%13.71% Meta Ad (Taryn’s Reel:Sept)355,978 42,160 11.94%10.31% Meta Retargeting(Carousels: Aug,Sept)226,387 5,336 2.36%- Meta Boosts (July)65,673 287 3.54%82.02% 3 MARKETING REPORT FY27 | Q1 Impressions: 2,503,620 Clicks: 56,631 Avg CTR: 2.26% Total Campaign Summary ATBID | 10/21/26 | Item B2 | Attachment 1 Page 14 of 87 Email Marketing 4 MARKETING REPORT FY27 | Q1 UNIQUE CLICKS 6.8% OPEN RATE 40.3% JULY UNIQUE CLICKS 7.0% OPEN RATE 44.6% AUGUST UNIQUE CLICKS 7.4% OPEN RATE 30.5% SEPTEMBER Visit Atascadero's Q1 email campaigns maintained strong audience engagement. August was the strongest-performing month, driven by significant interest in Cruisin' Weekend and other seasonal events. Event-focused content consistently generated the highest click activity across all three newsletters, reinforcing the value of promoting timely local experiences. While September experienced a decline in overall engagement, subscribers who opened the email continued to click through at a comparable rate. Moving forward, efforts will focus on optimizing subject lines and send timing, maintaining accurate and timely event content, and using popular seasonal attractions to encourage broader destination exploration and overnight visitation. ATBID | 10/21/26 | Item B2 | Attachment 1 Page 15 of 87 Social Media 5 MARKETING REPORT FY27 | Q1 43.7K +4.6% 43.6K -40.8% FOLLOWERS 15,578 FOLLOWERS 8,955 +2.0%+0.6% VIDEO VIEWS VIDEO VIEWS Visit Atascadero's Q1 organic social media performance demonstrated strong audience interest in seasonal events, local businesses, and authentic destination experiences. Event- focused content was a particular standout, with the Fall Fest announcement generating more than 61,000 combined Facebook and Instagram impressions and 556 Instagram shares. Cruisin' Weekend also delivered strong visibility, reinforcing the value of major community events in driving destination awareness. Local business spotlights and insider recommendations continued to resonate, particularly on Instagram, where content highlighting dining, downtown experiences, and unique attractions generated consistent engagement. Collaborative content with local businesses and creators also showed promise, creating opportunities to expand audience reach and strengthen community connections. Looking ahead, we'll continue to prioritize seasonal happenings, local discoveries, and experience-driven storytelling while refining content by platform. Additional emphasis on shareable content, strategic collaborations, and meaningful engagement metrics will help build on Q1's successes and support greater interest in visiting Atascadero. ATBID | 10/21/26 | Item B2 | Attachment 1 Page 16 of 87 Top Social Posts 5 MARKETING REPORT FY27 | Q1 ATBID | 10/21/26 | Item B2 | Attachment 1 Page 17 of 87 Partnerships & PR 6 MARKETING REPORT FY27 | Q1 SLO CAL Submissions: Budget Friendly Travel Experiences : Free & Low Cost Offerings Readaway Vacations: Bookstores, Reading Nooks, Literary Experiences & Cozy Coffee Shops Unique Holiday Experiences & Traditions Only in SLO CAL Coverage: SLOCAL: Find the Happiest Animals in SLO CAL: Otters, Zebras, Whales & More SLOCAL: Best Fall Activities and Events in SLO CAL SLOCAL: Lace Up: A Runner's Guide to SLO CAL ATBID | 10/21/26 | Item B2 | Attachment 1 Page 18 of 87 October 2026 Visit Atascadero Marketing Report ATBID | 10/21/26 | Item B2 | Attachment 2 Page 19 of 87 Marketing Recap ATBID | 10/21/26 | Item B2 | Attachment 2 Page 20 of 87 Recap ●Event Support & Planning (Del Mar Food & Wine Festival, Seasonal Spectacular, San Francisco Media Mission) ●Social media content and video reels ●Distributed e-newsletters ●Content submissions for SLO CAL and Visit CA ●PR Mixer with VSC ●Paid media activation ATBID | 10/21/26 | Item B2 | Attachment 2 Page 21 of 87 Social Media Results ATBID | 10/21/26 | Item B2 | Attachment 2 Page 22 of 87 FOLLOWERS Facebook: 8.9K (+0.9%) Instagram: 15.2K (+6.5%) VIDEO VIEWS Facebook: 87.4K (-38%) Instagram: 40.5K (+3.6%) INSTAGRAM FACEBOOKApril - June ATBID | 10/21/26 | Item B2 | Attachment 2 Page 23 of 87 Top Posts ATBID | 10/21/26 | Item B2 | Attachment 2 Page 24 of 87 Facebook: 8,982 Instagram: 15,269 Facebook: 317.5K Instagram: 152.1K FY 25-26 FOLLOWERS VIDEO VIEWS INSTAGRAM FACEBOOK ATBID | 10/21/26 | Item B2 | Attachment 2 Page 25 of 87 Top Posts ATBID | 10/21/26 | Item B2 | Attachment 2 Page 26 of 87 Website ATBID | 10/21/26 | Item B2 | Attachment 2 Page 27 of 87 ●Updating key website pages to help travelers find Atascadero through Google and AI tools. ●Adding helpful FAQs, local recommendations, and trip-planning content. ●Creating seasonal blog content and improving website images and descriptions. Website Updates Staying Ahead of AI in Travel Planning Goal: Help more travelers discover Atascadero as AI changes how people plan trips. ATBID | 10/21/26 | Item B2 | Attachment 2 Page 28 of 87 APRIL - JUNE | 2025 V. 2026 TOTAL 99,550 135,079 198,503 1,949,288 ●99,550 unique visitors (+15% YOY) ●135,079 visits (+2% YOY) ●198,503 pageviews While pageviews declined YOY, overall visitor volume increased, indicating continued reach to new and returning audiences.TOTAL 86,352 132,289 280,722 3,091,702 328,663 457,099 755,082 7,465,777 FY 25-26 Website Trafic ATBID | 10/21/26 | Item B2 | Attachment 2 Page 29 of 87 Pages with most views Active users by city Active users by deviceEngaged sessions by channel ATBID | 10/21/26 | Item B2 | Attachment 2 Page 30 of 87 Email Marketing ATBID | 10/21/26 | Item B2 | Attachment 2 Page 31 of 87 EMAIL ●Distributed monthly e-newsletters ●Highlighted upcoming events, thematic content, activities, and seasonal happenings ●Avg. open rate: 43.2% ●Avg. unique click rate: 8.4% ●Industry avg. open rate: 38.6% April-June ATBID | 10/21/26 | Item B2 | Attachment 2 Page 32 of 87 EMAIL ●Avg. open rate: 42.7% ●Avg. unique click rate: 5.9% ●Industry avg. open rate: 38.6% +4.1 percentage points above industry average FY 25-26 ATBID | 10/21/26 | Item B2 | Attachment 2 Page 33 of 87 Paid Media ATBID | 10/21/26 | Item B2 | Attachment 2 Page 34 of 87 PAID MEDIA CHANNELS ●OTT Retargeting ●Google Search ●YouTube ●Meta PAID MEDIA RESULTS ●3,164,563 Impressions ●51,002 Clicks ●1.61% Avg. CTR April-June ATBID | 10/21/26 | Item B2 | Attachment 2 Page 35 of 87 PAID MEDIA CHANNELS ●OTT Retargeting ●Google Search ●YouTube ●Meta PAID MEDIA RESULTS ●10,067,953 Impressions ●118,623 Clicks ●1.18% Overall CTR FY 25-26 ATBID | 10/21/26 | Item B2 | Attachment 2 Page 36 of 87 Public Relations & Partnerships ATBID | 10/21/26 | Item B2 | Attachment 2 Page 37 of 87 PUBLIC RELATIONS Monthly content submissions for SLO CAL and Visit California ●Budget Friendly Travel Experiences : Free & Low Cost Offerings ●Readaway Vacations: Bookstores, Reading Nooks, Literary Experiences & Cozy Coffee Shops ●Unique Holiday Experiences & Traditions Only in SLO CAL Coverage ● SLOCAL: Find the Happiest Animals in SLO CAL: Otters, Zebras, Whales & More ● SLOCAL: Best Fall Activities and Events in SLO CAL ● SLOCAL: Lace Up: A Runner's Guide to SLO CAL July-September 2026 ATBID | 10/21/26 | Item B2 | Attachment 2 Page 38 of 87 Questions ATBID | 10/21/26 | Item B2 | Attachment 2 Page 39 of 87 This Page Intentionally Left Blank Page 40 of 87 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 10/21/26 Visit California Hopper Co-Op Opportunity RECOMMENDATION: ATBID Advisory Board approve Visit California Hopper Co-op Opportunity to drive stays at hotels. DISCUSSION: The Visit California (VCA) Hopper Co-op program is an opportunity to focus on overnight stays and a nice fit for Visit Atascadero. The total Atascadero investment is $20,000, which is matched by $65,000 from VCA, for $85,000 in total media value. The campaign is designed to reach travelers actively planning trips and drive overnight hotel stays in Atascadero, with an estimated 3.3M impressions and $80,000+ in projected hotel revenue. The campaign would run November through May and focus on reaching travelers actively planning trips, with the goal of driving more bookings and room nights in Atascadero. The program includes targeted travel ads, a hotel booking offer, push notifications and a custom Atascadero landing page. VCA is looking to keep total destinations at 10, and Sonoma, Lake Tahoe and Berkley are currently a part of it. Verdin Marketing will provide an oral presentation reviewing the Visit California Hopper Co-Op opportunity and information provided. FISCAL IMPACT: Up to $20,000. ATTACHMENT: 1. Visit Atascadero x VCA Co-Op FY27 Information Page 41 of 87 CONFIDENTIAL | NOT FOR REDISTRIBUTION CA Trade Co-Op: November 1, 2026-May 31, 2027 Campaign Objective: Increase awareness and consideration of California, and key DMO partners within the state ATBID | 10/21/26 | Item B3 | Attachment 1 Page 42 of 87 | Atascadero InsightsPart 1 SEP 2026 | HTS Media OverviewPart 2 | VCA Trade Co-Op + PlacementsPart 3 | VCA Trade Co-Op Case StudiesPart 4 2 ATBID | 10/21/26 | Item B3 | Attachment 1 Page 43 of 87 33 Nov ‘25-May ‘26 shows rapid growth for Atascadero, assisted by the Visit SLO-CAL presence. With length of stay down, a VCA partnership will only help boost visibility for Atascadero PERFORMANCE The Starting Point 460 Room Nights Generated between Nov ‘25--May ‘26) 55% Increase in room revenue ($70k vs. $45k)) $70k+ Hotel Revenue Generated between Nov ‘25-May ‘26 -4% Decrease in length of stay (1.45 vs. 1.51) 100% Increase in Hotel Bookings (318 vs. 153) ATBID | 10/21/26 | Item B3 | Attachment 1 Page 44 of 87 Drive Awareness + Consideration Weekend + Leisure Stay Growth Destination Brand + Storytelling 4 Matching HTS Media with Visit Atascadero’s Goals. SOLUTIONS Objective incremental Ask: Inspire Central Coast travelers to explore Atascadero in 2026 HTS Solution: Video amplification across social channels using HTS’s 1st party data to inspire travelers across social, directing them to a custom microsite for inspiration Goal: Measure impressions, video completion rates, and content views on the custom microsite Ask: Build overnight leisure stays in Atascadero, particularly weekends and off-peak periods Goal: Increase bookings to Atascadero, with a focus on weekend and leisure-season stays HTS Solution: HTS native ads include a travel voucher with a lever for weekend and leisure-season stays Ask: Showcase Atascadero’s neighborhoods and destination identity to shift outward perception HTS Solution: Push notifications and banners featuring Atascadero’s neighborhoods and attractions, paired with video amplification and microsite content Goal: Support Visit Atascadero’s mission to grow tourism’s economic impact through destination development ATBID | 10/21/26 | Item B3 | Attachment 1 Page 45 of 87 CONFIDENTIAL | NOT FOR REDISTRIBUTION ATBID | 10/21/26 | Item B3 | Attachment 1 Page 46 of 87 6 Nubank Tripadvisor Capital One HTS provides travel booking technology for top travel brands, bank loyalty portals, and airlines. We power the travel funnel for global brands 950M Customers reached by HTS commerce $12B Travel and fintech sales annually HOPPER TECHNOLOGY SOLUTIONS ATBID | 10/21/26 | Item B3 | Attachment 1 Page 47 of 87 Our network is rapidly growing 7 HTS MEDIA Capturing GBV to drive results for our partners 2015 2021 2026 2027 + more + more ATBID | 10/21/26 | Item B3 | Attachment 1 Page 48 of 87 HOPPER VIO TRIPADVISOR SUPER One campaign across relevant travel surfaces CAPITAL ONE ATBID | 10/21/26 | Item B3 | Attachment 1 Page 49 of 87 Savvy seekers Top-tier travelers Research rangers 9 Our collection of high-intent, brand-safe publishers allow us to drive strong results for our advertisers across a range of audiences. OUR AUDIENCE Our audiences are unique, high-value & incremental Urban millennials & Gen Z Above-average income: 48% earn over $100k, vs 40% for other OTAs Shop for travel on social media and are price & deal conscious Closed user groups not available outside of HTS Media High-income averaging $170k Average household size of 2.9 50% of travel spend comes from points that can only be used in these portals 11 trips per year Research an average of 38 sites before making a decision Target a wide network of specialized OTAs to reach travelers who aren’t booking on Expedia or Booking All channels have tracking, allowing us to optimize results across our partners. ATBID | 10/21/26 | Item B3 | Attachment 1 Page 50 of 87 10 NATIVE OFFERS We use native ads to increase searches and an HTS-funded offer to increase your conversion rate, driving incremental bookings for your destination. Drive performance, track bookings ATBID | 10/21/26 | Item B3 | Attachment 1 Page 51 of 87 11 IMPACT + LIFT When travelers see your ads, they book GBV per UserBooking Rate Ad exposed vs. non-ad exposed travelers — a clear read that the media drives incremental demand, not just captures it. Jan’26-May’26, Ad Exposed Users vs Non-Ad Exposed Users, n=7.3MM users total (2MM exposed, 5.3MM non-exposed) ATBID | 10/21/26 | Item B3 | Attachment 1 Page 52 of 87 12 IMPACT + LIFT And co-op programs work harder GBV per User - VC+Other CABooking Rate - VC+Other CA Travellers exposed to VC + Another CA Ad vs. non-ad exposed travelers — a clear read that the co-op media drives incremental demand. Jan’26-May’26, Ad Exposed Users vs Non-Ad Exposed Users, n=6.6MM users total (1.3MM exposed, 5.3MM non-exposed) ATBID | 10/21/26 | Item B3 | Attachment 1 Page 53 of 87 13 FY ‘27 ATBID | 10/21/26 | Item B3 | Attachment 1 Page 54 of 87 AWARENESS + CONVERSION 14 AWARENESS + CONSIDERATION CONVERSION Native Tiles, Inline Banner + Microsite Continuous conversion program paired with a custom microsite targeting engaged, high-intent travelers actively shopping trips. Merchandises an HTS-funded travel offer to your destination - at no impact to hotel ADR or flight fare. Travellers actually spend 10-25% more when booking with an HTS-funded offer. Always-on conversion engine Shoppable Amplification Marry inspiration with conversion via shoppable amplification, leveraging 1P data and lookalike audiences to target highly qualified travellers on social. Video or static creative, with built-in links to facilitate immediate purchase. Shape consideration & create desire Push Notifications With trip planning compressed to shorter booking windows, behavior- and intent-triggered notifications go directly to high-value travelers at the moment of decision. Defends base and captures incremental share from travelers considering competing destinations. Competitive conquesting & demand capture RECOMMENDATION A full-funnel program built to drive consideration & conversion ATBID | 10/21/26 | Item B3 | Attachment 1 Page 55 of 87 KPIS Reporting & Measurement 15 AWARENESS • Impressions • Reach • Share of voice • Hotel & Flight bookings & sales • Market share lift vs competitors Reporting Cadence: Monthly performance dashboards | Quarterly business reviews | End-of-season recap decks | Annual campaign wrap • Click-through rate (CTR) • Search lift CONSIDERATION CONVERSION ATBID | 10/21/26 | Item B3 | Attachment 1 Page 56 of 87 16 FY ‘26 TRADE CO-OP ●Native Ads (Hopper & Capital One) & HTS Funded Offer ●Custom, Dedicated Microsite ●Branded Push Notifications ●Custom Social Posts Visit California 35% Increase in Hotel Sales 5% Increase in ADR 27% Increase in Room Nights 17.5M Impressions Served Trade Co-Op programs are co-funded advertising campaigns that bring together State and Municipal level efforts focused on driving consideration and conversion to featured markets. 9% Increase in Booking Value ATBID | 10/21/26 | Item B3 | Attachment 1 Page 57 of 87 Sonoma Valley GOCAL 17 1 2 Lake Tahoe 3 FY26 COOP VCA Co-Op ATBID | 10/21/26 | Item B3 | Attachment 1 Page 58 of 87 18 FY ‘27 ATBID | 10/21/26 | Item B3 | Attachment 1 Page 59 of 87 19VCA Media Plan Overview KPI Units Atascadero VCA TOTAL Dates:November 1-May 31, 2027 November 1-March 31, 2027 November 1-May 31, 2027 Cost:$20,000 $65,000 $85,000 Est. Impressions 955,000 2,350,000 3,305,000 eCPM $21 $27 $25 Clicks 10,900 28,850 39,750 CTR 1.1%1.2%1.2% Projected Hotel Revenue (Min) $80,000 Projected Hotel ROAS (Min) 4:1 ATBID | 10/21/26 | Item B3 | Attachment 1 Page 60 of 87 20 7-month campaign at 50% inventory capture, targeting U.S. Travelers from awareness to consideration Ad Unit Description Budget Rate Est. Imps Est. Clicks Atascadero Cost VCA Cost VCA Sponsored Banner Ad HTS promotes California on the home screen of the Hopper App. When tapped, it will reveal a custom mobile microsite created for California $30,000 $30 CPM 1M 10k (1% CTR)$30,000 DMO Sponsored Native Ads HTS Network HTS promotes your destination on several high-intent US travel sites. A portion of the budget to fund a destination voucher. $15,000 $2.50 CPC 800k dedicated 8k dedicated (1% CTR)$20,000 VCA Sponsored Native Ads HTS Network Match HTS promotes your destination on several high-intent US travel sites. A portion of the budget to fund a destination voucher. Added Value $2.50 CPC 800k VCA match 1.2M total 8k VCA match 12k total (1% CTR) $20,000 VCA Sponsored Video Amplification Match Utilize HTS’ first party data + lookalikes to reach travellers at scale to build awareness and intent while delivering high impact display and video messaging across channels such as Pinterest, Meta, and Instagram. $10,000 $25 CPM 400k VCA match 800k total 8k VCA match 16k total (2% CTR) $10,000 California Co-Op November 1, 2026-May, 31, 2027 ATBID | 10/21/26 | Item B3 | Attachment 1 Page 61 of 87 21 5-month campaign at 50% inventory capture, targeting U.S. Travelers from awareness to consideration Ad Unit Description Budget Rate Est. Imps Est. Clicks Atascadero Cost VCA Cost DMO Sponsored Push Notifications Mobile push notifications promoting your destination to targeted users, based on traveler intent. Added Value $0.50 cost per push 25k dedicated 250 (1% CTR) Added Value w/ signature by 9/30 VCA Sponsored Push Notifications Match Mobile push notifications promoting your destination to targeted users, based on traveler intent. $5,000 $0.50 cost per push 10k VCA match 20k total 100 (1% CTR)$5,000 HTS Sponsored Custom Microsite Inspire and convert travelers with a custom-built microsite showcasing your destination through compelling content, with integrated booking widgets that turn browsing into bookings. Added Value $15,000 flat fee 15,000 1,500 (10% CTR)Value of $15,000 Value of $15,000 HTS Sponsored Bonus Impressions Run of HTS Network. HTS Media contribution to campaign Added Value $2.50 per click 125k total 1,250 (1% CTR)Value of $1,000 Value of $1,000 DMO SPONSORED TOTAL $21 eCPM 955,000 10,900 (1.1% eCTR)$20,000 VCA SPONSORED TOTAL $27 eCPM 2,350,000 28,850 (1.2% eCTR)$65,000 California Co-Op November 1, 2026-May, 31, 2027 ATBID | 10/21/26 | Item B3 | Attachment 1 Page 62 of 87 CONFIDENTIAL | NOT FOR REDISTRIBUTION ATBID | 10/21/26 | Item B3 | Attachment 1 Page 63 of 87 23 HTS MEDIA We use native ads to increase searches and an HTS-funded offer to increase your conversion rate, driving incremental bookings for your destination. Native ads to destinations ADS SUITE $46 Average discount funded by HTS ATBID | 10/21/26 | Item B3 | Attachment 1 Page 64 of 87 24 HTS MEDIA HTS’ high value audiences extend to reach travellers at scale to build awareness and intent while delivering high impact display and video messaging. Audience extension ADS SUITE Leverage our 1P audiences at scale Leverage lookalike audiences, custom segments, intent signals, and more HTS Media 1P audiences Distribution 1 2 3 Full Funnel Reporting Shoppable static and video creative + lookalike, custom segments and intent base audiences ATBID | 10/21/26 | Item B3 | Attachment 1 Page 65 of 87 25 HTS MEDIA Target users with notifications direct to their phones. We’ll partner with you to target audiences including: Push notifications ADS SUITE Previous shoppers or bookers Destination watchers Specific cities or states Competitive destinations ATBID | 10/21/26 | Item B3 | Attachment 1 Page 66 of 87 26 HTS MEDIA Inspire and convert travelers with a custom-built microsite showcasing your destination through compelling content. Designed by our award-winning team with your brand input, featuring integrated booking widgets that turn browsing into bookings. Customized microsite ADS SUITE Incorporate branded video Showcase unique destination features Custom categories and features Multiple booking widgets built in ATBID | 10/21/26 | Item B3 | Attachment 1 Page 67 of 87 27 FY’ 26 ATBID | 10/21/26 | Item B3 | Attachment 1 Page 68 of 87 28 CASE STUDY Lake Tahoe participated with a native destination tile across Hopper and Capital One, alongside a customized microsite, and realized meaningful gains. Lake Tahoe 4.4M+ Impressions 30% Increase in Market Share 2.3% Native Tile CTR ATBID | 10/21/26 | Item B3 | Attachment 1 Page 69 of 87 29 CASE STUDY See Monterey participated with a native destination tile across Hopper and Capital One, alongside a customized microsite, and realized meaningful gains. See Monterey 70% Increase in Hotel Sales 14% Increase in Market Share 57% Increase in Room Nights ATBID | 10/21/26 | Item B3 | Attachment 1 Page 70 of 87 30 CASE STUDY Sonoma County participated with a native destination tile across Hopper and Capital One, alongside a customized microsite, and realized meaningful gains. Sonoma County 3M+ Impressions 20% Increase in Market Share 10% Increase in Room Nights ATBID | 10/21/26 | Item B3 | Attachment 1 Page 71 of 87 ATBID | 10/21/26 | Item B3 | Attachment 1 Page 72 of 87 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 10/21/26 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 August 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. Detailed Expense Report 26-27 2. ATBID Summary 26-27 3. Tourism TOT report 10.14.26 4. Community Performance Report August 2026 5. STR Monthly Report August 2026 Page 73 of 87 City of Atascadero ~CA 5048~ YEAR-TO-DATE BUDGET REPORT Report generated: 10/14/2026 10:16User: 5455KClarkProgram ID: glytdbud Page 1 FOR 2027 12 JOURNAL DETAIL 2027 1 TO 2027 12 ACCOUNTS FOR: ORIGINAL TRANFRS/ REVISED AVAILABLE PCT6350 Tourism Biz Improve Dist APPROP ADJSTMTS BUDGET YTD EXPENDED ENCUMBRANCES BUDGET USED 235-6 OP ATBID AT605 ATBID Office Expense 235.30.000.0000.6350.605390. Office Supplies- Other 250 0 250 .00 .00 250.00 .0% TOTAL ATBID Office Expense 250 0 250 .00 .00 250.00 .0% AT607 ATBID Advertising 235.30.000.0000.6350.607725. Digital Media Advertising 120,300 0 120,300 6,794.14 184,169.86 -70,664.00 158.7% 2027/03/001047 09/14/2026 API 6,794.14 VND 006479 IN 13107 VERDIN July 2026 Destinat 200923 235.30.000.0000.6350.607760. Advertising 53,750 0 53,750 8,836.00 75,950.00 -31,036.00 157.7% 2027/03/001047 09/14/2026 API 8,836.00 VND 006479 IN 13107 VERDIN July 2026 Destinat 200923 TOTAL ATBID Advertising 174,050 0 174,050 15,630.14 260,119.86 -101,700.00 158.4% AT650 ATBID Contract Services 235.30.000.0000.6350.650025. Promotions Consultants 174,700 0 174,700 11,335.50 81,064.50 82,300.00 52.9% 2027/03/001047 09/14/2026 API 11,335.50 VND 006479 IN 13107 VERDIN July 2026 Destinat 200923 235.30.000.0000.6350.650213. Web Consulting 20,000 0 20,000 .00 .00 20,000.00 .0% ATBID | 10/21/26 | Item B4 | Attachment 1 Page 74 of 87 City of Atascadero ~CA 5048~ YEAR-TO-DATE BUDGET REPORT Report generated: 10/14/2026 10:16User: 5455KClarkProgram ID: glytdbud Page 2 FOR 2027 12 JOURNAL DETAIL 2027 1 TO 2027 12 ACCOUNTS FOR: ORIGINAL TRANFRS/ REVISED AVAILABLE PCT6350 Tourism Biz Improve Dist APPROP ADJSTMTS BUDGET YTD EXPENDED ENCUMBRANCES BUDGET USED 235.30.000.0000.6350.650910. Other Professional Services 37,500 0 37,500 .00 .00 37,500.00 .0% 235.30.000.0000.6350.650932. Other Promotional Services 60,000 0 60,000 45,000.00 .00 15,000.00 75.0% 2027/01/001009 07/10/2026 API 25,000.00 VND 008621 IN 1054 EN FUEGO EVENTS FY 26/27 Fall Fest 2027/01/001027 07/15/2026 APM -25,000.00 VND 008621 IN 1054 EN FUEGO EVENTS FY 26/27 Fall Fest 2027/01/001057 07/24/2026 API 25,000.00 VND 008621 IN 1054R EN FUEGO EVENTS 2026 Fall Fest Gra 200268 2027/03/001040 09/17/2026 APM 20,000.00 VND 008979 IN 1167 LOCOMOTIV PERFORMANC 2026 ATBID Sponsor 200287 TOTAL ATBID Contract Services 292,200 0 292,200 56,335.50 81,064.50 154,800.00 47.0% AT660 ATBID Professional Development 235.30.000.0000.6350.660190. Other Meetings & Conferences 9,500 0 9,500 .00 .00 9,500.00 .0% TOTAL ATBID Professional Development 9,500 0 9,500 .00 .00 9,500.00 .0% AT690 ATBID Dept Service Charges 235.30.000.0000.6350.690340. Admin Costs- ATBID 5,340 0 5,340 .00 .00 5,340.00 .0% TOTAL ATBID Dept Service Charges 5,340 0 5,340 .00 .00 5,340.00 .0% TOTAL OP ATBID 481,340 0 481,340 71,965.64 341,184.36 68,190.00 85.8% ATBID | 10/21/26 | Item B4 | Attachment 1 Page 75 of 87 City of Atascadero ~CA 5048~ YEAR-TO-DATE BUDGET REPORT Report generated: 10/14/2026 10:16User: 5455KClarkProgram ID: glytdbud Page 3 FOR 2027 12 JOURNAL DETAIL 2027 1 TO 2027 12 ACCOUNTS FOR: ORIGINAL TRANFRS/ REVISED AVAILABLE PCT6350 Tourism Biz Improve Dist APPROP ADJSTMTS BUDGET YTD EXPENDED ENCUMBRANCES BUDGET USED 235-7 SP ATBID 235.30.000.0000.6350.780529. Opportunities Fund 65,000 0 65,000 .00 .00 65,000.00 .0% TOTAL SP ATBID 65,000 0 65,000 .00 .00 65,000.00 .0% TOTAL Tourism Biz Improve Dist 546,340 0 546,340 71,965.64 341,184.36 133,190.00 75.6% TOTAL EXPENSES 546,340 0 546,340 71,965.64 341,184.36 133,190.00 ATBID | 10/21/26 | Item B4 | Attachment 1 Page 76 of 87 City of Atascadero ~CA 5048~ YEAR-TO-DATE BUDGET REPORT Report generated: 10/14/2026 10:16User: 5455KClarkProgram ID: glytdbud Page 4 FOR 2027 12 JOURNAL DETAIL 2027 1 TO 2027 12 ORIGINAL TRANFRS/ REVISED AVAILABLE PCT APPROP ADJSTMTS BUDGET YTD EXPENDED ENCUMBRANCES BUDGET USED GRAND TOTAL 546,340 0 546,340 71,965.64 341,184.36 133,190.00 75.6% ** END OF REPORT - Generated by Krys Clark ** ATBID | 10/21/26 | Item B4 | Attachment 1 Page 77 of 87 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$ 536,512$ 10,317$ 534,030$ 45920.0003 Assessment Penalties 3,904 657 934 14,404 - - 46110.0000 Investment Earnings 2,966 30,734 35,844 23,219 - 16,720 Total Revenue 438,271 450,982 479,367 574,136 10,317 550,750 EXPENSES 6050000 Office Expense - (5) 24 - - 250 6070000 Advertising 126,556 142,357 253,865 229,260 15,630 174,050 6400000 Operating Supplies - - - 69 - - 6500000 Contract Services ** 163,051 220,803 223,637 228,157 62,586 292,200 6600000 Professional Development - 475 830 - - 9,500 6900000 Administration 4,353 4,202 4,435 5,509 103 5,340 7805029 Opportunities Funding*** - - - - - 65,000 Total Expenses 293,960 367,832 482,791 462,994 78,319 546,340 NET INCOME/(LOSS)144,311 83,150 (3,423) 111,141 (68,002) 4,410 BEGINNING AVAILABLE BALANCE 524,111 668,422 751,572 748,148 859,290 728,880 ENDING AVAILABLE BALANCE 668,422$ 751,572$ 748,148$ 859,290$ 791,288$ 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 20,000 Central Coast Cider Assn - Sunken Garden Lights Sponsorship - Central Coast Brewers Guild - Destination Marketing Services 11,336 Administrative Services Fee 6,250 62,586$ *** Opportunities Funding - -$ Atascadero Tourism Business Improvement District (ATBID) Fund 10/14/2026 ATBID | 10/21/26 | Item B4 | Attachment 2 Page 78 of 87 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$ Fiscal Year 2027*41,268.91$ -$ -$ -$ 41,268.91$ * 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 | 10/21/26 | Item B4 | Attachment 3 Page 79 of 87 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 , August 2026 Hotel Performance TOT Revenue Visitor Arrivals Previous Quarter Hotels in San Luis Obispo County in August reported gains to ADR (+2.5%, $226), and RevPAR (+0.9%, $169), but decreasing occupancy 1.5% to 74.6% versus last year, given supply gained 0.7% while demand decreased 0.9% for the month. Comp hotel markets reported mixed results, with demand up 3.1% in Monterey and Santa Barbara counties, but down 2.3% and 0.9% in Napa and San Luis Obispo counties, respectively. Rates fell 7.1% YOY in Monterey county, which weren't enough to save revenue from decreasing 4.2% YOY despite demand growth. Submarkets also reported both positive and negative results, with revenue growth exceeding 17% in San Simeon, followed by North Coast (11.4%) and Morro Bay (10.8%), while decreasing in Paso Robles (-13.8%), North County (-11.1%). Rates grew 8.3% in SLO City, allowing RevPAR to grow 7.4%, given revenue grew 6.2%. TOT for the month of July totaled $8.1M, up 17.3% from last year. Significant growth was noted in Paso Robles (+30%), Unincorporated (+24.5%), SLO City (+14.5%) and Arroyo grande (+13.1%), making a strong start for fiscal year 2027. 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). 249.7K Hotel Demand ▼ -0.9% YOY - Monthly $8,068,331 Transient Occupancy Tax ▲ 17.3% YOY - Monthly $271.2M Total Spending for 2026 Q2 ▲ 7.2% YOY - Quarterly 1.8M Visitors for 2026 Q2 ▲ 6.8% YOY - Quarterly ATBID | 10/21/26 | Item B4 | Attachment 4 Page 80 of 87 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 , August 2026 Date August 2026 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $106$14971.5%19.4K Supply 13.9K Demand $2.1M Revenue ▼ -1.6% ▼ -3.1%▲ 1.8% ▼ -3.3%▲ 1.6% ▼ -4.8% YOY Transient Occupancy Tax Revenue July 2026 - Monthly $8,068,331 San Luis Obispo County ▲ 17.3% 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 73.9% 71.5% 81.4% 74.1% 74.5% 76.4% 71.2% 71.1% 73.7% 74.6% 77.7% 69.8% 75.8% $166 $149 $261 $283 $193 $226 $188 $204 $292 $226 $211 $180 $249 $123 $106 $213 $210 $144 $173 $134 $145 $215 $169 $164 $126 $189 Hotel Performance by Community August 2026 - Monthly Pismo Beach Unincorporated San Luis Obispo Paso Robles Morro Bay Arroyo Grande Grover Beach 2,240,715, ▲ 11.2% 2,200,501, ▲ 24.5% 1,436,063, ▲ 14.5% 1,216,136, ▲ 30.0% 137,940, ▼ -1.1% 196,237, ▲ 13.1% 640,739, ▲ 7.5% Transient Occupancy Tax Monthly, % Change YOY 2023 2024 2025 2026 72% 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 FY 2027 ATBID | 10/21/26 | Item B4 | Attachment 4 Page 81 of 87 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 , August 2026 Date August 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 65.1%$178.25 $115.97 26.2K 17.1K $3.0M ▼ -1.5% ▼ -2.4% ▼ -0.3% ▼ -1.2%▲ 0.9% ▼ -2.1% 67.3%$190.92 $128.42 52.6K 35.4K $6.8M ▲ 8.8%▲ 2.9%▲ 0.2%▲ 8.5%▲ 5.7%▲ 2.7% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 71.5%$148.54 $106.26 19.4K 13.9K $2.1M ▼ -1.6% ▼ -3.1%▲ 1.8% ▼ -3.3%▲ 1.6% ▼ -4.8% 73.2%$156.03 $114.16 38.8K 28.4K $4.4M ▲ 9.5%▲ 2.4%▲ 1.8%▲ 7.5%▲ 6.9%▲ 0.6% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 46.6%$308.15 $143.65 6.8K 3.2K $978.4K ▼ -1.3%▲ 1.0% ▼ -5.9%▲ 4.9% ▼ -2.2% ▼ -0.7% 50.7%$332.38 $168.46 13.8K 7.0K $2.3M ▲ 7.4%▲ 5.1% ▼ -3.9%▲ 11.8%▲ 2.3%▲ 9.4%Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Jul-26 Aug-26 $2.1M $2.3M $2.1M $1.8M $1.3M $1.5M $1.9M $2.3M $2.6M $3.3M $3.7M $3.0M 31% 29% 32%39% 30%30%31%32%33% 37% 36% 32% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue ATBID | 10/21/26 | Item B4 | Attachment 4 Page 82 of 87 Source: Azira Monthly Visitation San Luis Obispo County , August 2026 Date August 2026 Report Monthly Based On Fiscal 89% Overnight Trip Share 1.6 days Avg. Length of Stay 68% Repeat Trip Share Top 15 Points of Interest August 2026 - Monthly Poi Name % Overnight % Repeat San Luis Obispo 94.4% 64.7% Pismo Beach 95.5% 61.1% Paso Robles 92.6% 61.5% Morro Bay 95.0% 58.9% Downtown Pismo Beach 96.1% 58.3% 46 East Paso Wine Cou.. 93.0% 63.1% Downtown Paso Robles 93.7% 58.9% Cambria 97.4% 57.8% Downtown Cambria 97.4% 57.8% Avila Beach 96.2% 59.9% Atascadero 84.1% 63.4% 46 West Paso Wine Cou.. 93.8% 52.4% 23.3% 21.4% 18.0% 10.8% 10.5% 8.4% 8.4% 7.9% 7.9% 6.8% 6.1% 6.1% Los Angeles-Long Beach-Anaheim, CA San Francisco-Oakland-Fremont, CA San Jose-Sunnyvale-Santa Clara, CA Oxnard-Thousand Oaks-Ventura, CA Fresno, CA Bakersfield-Delano, CA Salinas, CA Riverside-San Bernardino-Ontario,CA Visalia, CA Sacramento-Roseville-Folsom, CA 14.8% 13.0% 11.5% 7.8% 7.0% 6.6% 5.8% 4.2% 3.0% 2.7% Top 10 Domestic Origin Markets August 2026 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 67.9% 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 | 10/21/26 | Item B4 | Attachment 4 Page 83 of 87 Source: Azira Community Cross-Visitation Atascadero , August 2026 Date August 2026 Report Monthly Based On Fiscal Primary Atascadero 1.6 days Avg. Length of Stay 89.4% Overnight Visitors Pismo Beach San Luis Obispo Paso Robles Morro Bay 46 East Paso Wine Country Avila Beach 46 West Paso Wine Country Templeton Grover Beach Arroyo Grande Santa Margarita 3.8% 5.3% 6.7% 7.1% 7.7% 10.8% 12.3% 14.4% 23.4% 30.6% 32.0% 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 Bakersfield-Delano, CA Salinas, CA Oxnard-Thousand Oaks-Ventura, CA Visalia, CA Sacramento-Roseville-Folsom, CA Santa Cruz-Watsonville, CA Santa Maria-Santa Barbara, CA Hanford-Corcoran, CA 1.8% 2.2% 3.6% 3.7% 4.1% 6.0% 6.7% 7.0% 8.7% 9.5% 16.7% 18.9% Top Cross-Visited Communities From Atascadero Pismo Beach Oceano Cambria Creston Cayucos Morro Bay Pozo Huasna Ragged Point Paso Robles San Luis Obispo San Simeon Grover Beach Arroyo Grande Edna Valley 46 East Paso Wine Coun.. 46 West Paso Wine Cou.. Avila Beach San Miguel Templeton Los Osos & Baywood Pa.. 1.0 1.1 1.1 1.3 1.3 1.3 1.3 1.3 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.4 1.5 1.5 1.5 1.5 1.5 1.5 1.6 1.6 1.6 1.7 1.7 Avg. Communities Visited per Trip All Community Visitors Average number of communities visited per trip during August 2026 (Month) ATBID | 10/21/26 | Item B4 | Attachment 4 Page 84 of 87 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 , August 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 $19,189,731 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% 13.5% 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 | 10/21/26 | Item B4 | Attachment 4 Page 85 of 87 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , August 2026 Date August 2026 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales $3.07M$59.3M$20.9M0.16M ▲ 134.4%▲ 3.4% ▼ -7.7% ▼ -9.8% YOY Switch Visitors Switch Tasting Room Sales Switch DTC Total Sales Switch On-Site Event Sales 39,823361,856127,988988 ▲ 134.4%▲ 3.4% ▼ -7.7% ▼ -9.8% YOY SLO CAL Region Visitation by Year August 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 12.6K 14.4K 9.6K 2.1K 6.3K 19.9K 7.0K 9.7K 1.8K 7.0K 17.1K 3.9K 4.9K 1.0K 5.4K 18.3K 3.5K 4.0K 0.9K 5.3K 15.5K 3.0K 3.2K 1.4K 4.7K Average DTC Sales by Region August 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 $5.6M $0.3M $0.8M $0.8M $1.7M $3.9M $0.5M $1.2M $0.4M $0.7M $3.8M $0.1M $0.8M $0.8M $0.8M $3.9M $0.1M $0.8M $0.4M $0.6M $3.2M $0.1M $0.8M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 28K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $5,103.1K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 FY 2027 ATBID | 10/21/26 | Item B4 | Attachment 4 Page 86 of 87 Tab 2 - Multi-Segment Currency: USD - US DollarVisit SLO CALFor the month of: August 2026 Percent Change from August 2025 Percent Change from YTD 2025 August 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+73.9 77.3 166.05 166.61 122.66 128.82 -4.5 -0.3 -4.8 -4.8 0.0 -4.5 67.3 65.6 145.35 142.68 97.85 93.67 2.5 1.9 4.5 4.5 0.0 2.5 7 4 438 371 Atascadero, CA+71.5 75.2 148.54 146.21 106.26 109.88 -4.8 1.6 -3.3 -1.6 1.8 -3.1 61.1 62.0 140.60 136.90 85.91 84.83 -1.4 2.7 1.3 2.4 1.1 -0.3 8 6 626 585 Cambria, CA+81.4 76.5 261.39 254.59 212.66 194.64 6.4 2.7 9.3 9.3 0.0 6.4 73.3 67.0 218.80 209.30 160.30 140.28 9.3 4.5 14.3 14.3 0.0 9.3 21 14 751 480 Morro Bay, CA+74.5 71.2 192.88 184.16 143.62 131.14 4.6 4.7 9.5 10.8 1.1 5.7 67.5 63.2 160.73 149.91 108.53 94.80 6.8 7.2 14.5 15.3 0.7 7.5 32 9 985 433 Paso Robles, CA+71.1 76.8 203.96 215.12 144.95 165.32 -7.5 -5.2 -12.3 -13.6 -1.5 -8.9 65.2 67.7 201.45 197.65 131.31 133.81 -3.7 1.9 -1.9 5.1 7.1 3.2 23 12 1616 1126 Pismo Beach, CA+73.7 77.4 292.25 285.80 215.35 221.11 -4.8 2.3 -2.6 2.3 5.0 0.0 68.4 67.9 256.71 247.43 175.68 167.98 0.8 3.8 4.6 6.6 1.9 2.7 29 16 2121 1673 San Luis Obispo, CA+77.7 78.4 211.38 195.11 164.24 152.98 -0.9 8.3 7.4 6.2 -1.1 -2.0 74.2 72.0 191.56 183.43 142.11 132.13 3.0 4.4 7.6 9.5 1.8 4.8 41 25 2628 1955 San Simeon, CA+69.8 63.2 180.41 171.44 125.97 108.37 10.5 5.2 16.2 17.4 1.0 11.6 64.8 55.2 144.45 137.04 93.64 75.67 17.4 5.4 23.7 14.1 -7.8 8.3 10 5 606 353 Five Cities+74.1 77.6 283.18 280.44 209.86 217.72 -4.5 1.0 -3.6 -0.2 3.5 -1.2 68.4 67.8 247.74 238.70 169.44 161.76 0.9 3.8 4.7 6.5 1.6 2.6 47 25 2995 2269 North Coast+76.4 71.5 225.93 217.76 172.69 155.60 7.0 3.7 11.0 11.4 0.4 7.4 69.6 62.7 185.91 176.62 129.41 110.75 11.0 5.3 16.8 13.3 -3.0 7.6 41 19 1535 833 North County+71.2 76.3 187.97 196.16 133.86 149.75 -6.7 -4.2 -10.6 -11.1 -0.6 -7.3 64.1 66.0 184.48 180.34 118.20 119.07 -3.0 2.3 -0.7 4.6 5.3 2.2 32 18 2269 1711 South County+75.8 78.0 249.07 239.63 188.79 186.96 -2.8 3.9 1.0 2.3 1.3 -1.6 71.2 69.8 220.34 212.03 156.77 147.99 1.9 3.9 5.9 7.8 1.7 3.7 87 50 5605 4224 San Luis Obispo County 74.6 75.8 226.44 220.86 168.90 167.32 -1.5 2.5 0.9 1.6 0.7 -0.9 68.7 67.1 201.07 193.66 138.05 130.00 2.3 3.8 6.2 8.7 2.4 4.7 202 97 10797 7333 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 - August 2026 vs August 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 - August 2026 vs August 2025 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR ATBID | 10/21/26 | Item B4 | Attachment 5 Page 87 of 87